I Joined Robert Kiyosaki’s Workshop, But Learnt Personal Branding Instead
Robert’s true talent and passive income, what’s not to like.
Fresh off university, I went on a graduation trip with a book in hand. There was finally time to do some overdue reading.
You guessed it, it was the book by Robert Kiyosaki, Rich Dad Poor Dad.
Fast forward 2 weeks, just before I sealed my first job, I chanced upon a Linkedin advertisement one day while scrolling through job interview offers. It was a workshop in real estate investment, endorsed and branded under Robert’s name, and it is coming to my city.
A Rich Dad Education Workshop.
What a good opportunity. I swiftly signed up for it and attended the rather posh event in a hotel a month later. It was held in the central business district area, prime estate for the businessmen. I was rather excited for what is to come, I even brought a friend with me.
Get ready and buckle up, as I bring you the readers for a ride through the proxy Rich Dad Workshop…
Review
The two of us arrived more than one hour early and quickly realised that we were the odd ones out, two youngsters amongst other more established adults dressed in suits and business dress, apparently here after work. We waited in the hotel lobby until we were attended to and signed in to the hall by a suite of Robert’s international team. I could tell from their accent, that there were U.K., Irish, and Indian consultants in the team. No sign of Robert Kiyosaki yet.
No photography allowed in the lecture hall. The first red flag.
But I wasn’t too bothered. I get what I could get. After all, I was a clean slate, fresh off the education oven. Investment in real estate interested me and I knew little about it. I was there to hear out what Robert has to say.
I found my seat and sat down, feeling keen yet slightly apprehensive.
Tick One, Create an urgent need
Soon, the workshop started, and a video played on a large projector screen. It was Robert Kiyosaki on-screen, narrating the impending doom of the next financial crisis. Doom and gloom, and then a window of opportunity, that is the real estate sector that could very well be a bubble, unless one be quick. Fear mongering, I thought to myself.
The video ended. A charismatic speaker appeared and spoke at the front of the hall. We were seated in rows flanking a middle aisle, in Church-like fashion, listening to an Irish man in impeccable outfit preached about the ideals of financial freedom through the vehicle of real estate investment, all in the name of the enigmatic ghost whose name was Robert Kiyosaki.
“The best investment is your financial education,” he said.
The entire setting was systematic; well-rehearsed. I guessed that they had done so many workshops that the facilitators knew exactly what to do.
The speaker spoke in sensationalising tone, praising the financial intelligence inscription that Robert bestowed upon the world: the cash flow quadrant model of the rich and poor; the rich dad’s mentality of “how can one afford it” instead of the poor dad’s “I cannot afford it”; and the fundamental of using Other People’s Money(OPM), all with a catchy acronym to sing along to.
If a gospel song were to play, I wouldn’t be surprised.
Tick Two, Give hope
The lecture-proper started: how to increase ROI in real estate investment. Two ways: property flipping and buying cheap properties. In the former, the lesson was that one has to know when to sell instead of holding in hopes for even higher ROI. The latter teaches finding unlisted properties that are cheaper than valuation and bank-owned properties that usually sold cheap due to repossession in bankruptcy.
I took down notes earnestly. The speaker revealed valuable real estate investment tips that were new to me then. Months later I would think back and question how many times have they used this narrative to get more customers to sign up their course.
Tick Three, Promise a together home
Their prime strategy appeared sound — invest in cheap overseas properties to reduce capital risk, and flip whenever there is a chance of marginal profits to seal the ROI. Two individuals from the same city even went up to give testimonials for their failures and successes. Their anecdote added a touch of togetherness.
By now, the session has come near its stipulated end time, the seated crowd was shifting. Some who sensed a sales pitch stood up and left. Then finally, the product-reveal commenced. “Before you leave,” the speaker started, sensing the fidgety audience, “let me present to you our signature offer…”
It was perfect execution. Some audience signed up for the thousand dollars course. Others left. There was no denying that the team formed a sense of camaraderie with the people. They rekindled hopes of striking gold with promises to extend helping hands to achieve their hopes and dreams, but only via the real estate investment course. All the while, they reminded us that the best investment is in financial education.
Robert Kiyosaki’s absence was all but forgotten.
The Tick Four
Here’s a bonus point. A fourth checkbox that proceeds the third. Though not necessary, but quite effective at sealing the deal.
Guess it already?
It is the promotion; discounted price; once-in-a-lifetime opportunity. The more urgent the better.
Robert’s True Talent
Robert Kiyosaki’s book inspired more than a few generations of working-class people; amassed an almost cult-like following. On the flip side, he has his fair share of ex-fans who fell out of loyalty.
Rich dad or not, Robert is a genius. Knowing how eccentricity and ultra-egoism curiously bring leaders high up in the popularity charts, he is able to build a personal brand so persistent that his following grows faster than falls out.
Robert may have been our rich dad when he earned his fortunes as a real estate investor, but seeing that he later found himself entangled in some nasty bankruptcy scandals, it is not difficult to see that this true money-making talent is not exactly in financial literacy, but personal branding.
As I was describing in the personal account, his team masterfully employed the following tactics:
- Storytelling
Reel the customer in. Sell dreams and hope.
- Call to action
There is hope for this dire financial crisis. But only if the customer takes action now; the more urgent the better.
- “Brand Tribe”
Those who been there done that. They offer a support group for members only. So customers sign up before they can even dream of getting rich.
Passive income
From royalties of his brand name alone, the workshop could be raking him more than $1000 per session on extremely conservative estimates. The course is upwards of $6000 for the basic package, along with options to join additional support that costs even more. Other paraphernalia like the books, card games, and monopoly chess pieces can also add up to something worth mentioning.
All this and not to forget his book.
Personal Branding; End/TLDR
In brief, the Rich Dad workshop demonstrated to me the inner workings of a professional sales pitch.
With the brand name of Robert Kiyosaki, the workshop is never hard pressed to find clients. Instead, clients find them. The team only had to seal the deal.
The steps are:
- Create an urgent need
- Give hope
- Promise a together home
- Limited time promotion and discounts (optional)
With elements of storytelling, call-to-actions, and “brand tribes”, in the terms of marketing vernacular.
Last but not least, repeat to perfect delivery.
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