December 2019 - Chris McCombs
Chris McCombs

Archive Monthly Archives: December 2019

How to Boldly Promote Yourself in a Super-Cool Way


​If you run a personality-driven business, where you’re the face of your brand, bold self-promotion is a must.

But there’s an art to it—a balancing act—a lot of self-promoters miss.

An art that's helped me sell a heck of a lot of coaching and information products online​, has helped make a number of my clients very wealthy​, and can have a significant impact on your ability to attract, influence, and sell.

And it can also make you a lot more likeable.

Let me explain how it works…

Recently I’ve been promoting myself as the guy who helps coaches, experts, gurus, info-marketers, and entrepreneurs who are the face of their business build a cult of superfans who buy again and again and again. 

In other words, I help entrepreneurs like yourself, leverage the power of kickass content to fascinate your target audience, convert them into a devout tribe of customers and clients, and sell to them for years to come. 

Something most people have no idea their content is even capable of doing (I get into it HERE).

Now I haven’t done much of it for myself since 2013.

In fact, for the past six years, 95+% of the work I’ve done has been behind the scenes for my clients.

So, after stepping out from behind the curtain, I suddenly remembered how uncomfortable self-promotion be can sometimes be. For me, at least, it can feel awkward. It’s not natural for me.

Doing it for other people. No problem. I can hide behind the keyboard.

Doing it for myself. Well…sometimes it can make me feel like an asshole.

Because I don’t hold back.

And not only am I an introvert who frequently gets hit with bouts of Imposter Syndrome (something many self-made successful people have, by the way—especially in the coaching/guru industry), but I hate feeling like I’m bragging. 

Yet, with my goals, self-promotion is crucial.

And, if you’re an entrepreneur—especially if you’re a coach, expert, guru, info-marketer, or run any kind of personality-driven business—it is for you as well.

It was a little over a decade ago when I had my first big aha in this area.

Dan Kennedy said something that changed my perception of business in a way that’s served me well to this day.

You see, I thought, as a personal trainer, I was in the business of helping people reach their health and fitness goals.

I thought, as a coach, I was in the business of changing lives.

I thought, as an info-marketer, I was in the business of dispensing quality information that taught people what they needed to know to reach their goals.

And while those are vital facets of the different businesses I’ve built, the REAL business a coach, info-marketer, or personal trainer is in, is self-aggrandizement.

You have to continually remind people of your ​incredible abilities. 

Your powers of helping people get fit or make money or whatever the heck it is you help people do.

And you better supply proof as well (case studies, testimonials, names of clients who are succeeding with your methods, before-and-after pics, stats, etc.).

There's a reason I have testimonials all over my websites.

A reason I make sure ​​people see success stories like this video from my longtime client BigMike Straumietis talking about the role I've ​played in driving is his ​company to over $100 million-a-year in revenue, with millions of IG followers, and clients in 104+ countries.

Watch it here. It's only about a minute long.​

​​And this one from Sam here who​se business (his supplments and 100+ location Camp Transformation Center) is also now doing over $100 million a year...

​Sam Bakhtiar

​​Founder and CEO of The Camp Transformation Center (with 110 locations) ​

​Within three months of hiring Big Chris McCombs I made back over 1000% on my investment…

No one knows how to connect with readers and make sales like Big Chris McCombs.

I hired Big Chris for marketing coaching and to create influential content and direct response marketing material for my business. His copy CONVERTED like crazy and on every call he gave me a step-by-step action plan. And right after each call, I implemented what he’d taught me and the results were immediate. Leads came flooding in.

Now, I know A LOT of smart, savvy entrepreneurs and marketers, but I can say with confidence that Big Chris knows sh*t about marketing that NO one has even ever heard of.  Some people call him a genius, but I say he’s a mad scientist.

No one has taught me more about marketing than he has. Using his strategies is like taking a stealth bomber to a gun fight.

Within three months of hiring Big Chris McCombs I made back over 1000% on my investment.

I now have over 100 locations and every day I’m CRUSHING my competition. My facilities are EVERYWHERE now.

“Oh, and Big Chris’s Mastermind? I’ve been in many and his is BY FAR the best I’ve ever attended."

​Even just putting their testimonials in this post is very intentional on ​my part. I mean, obviously, right?

​It helps me get my point across, helps me teach what I'm teaching here, AND promotes the hell out of myself.

I have an armory of proof like that (see a ton more of it HERE) I make sure my audience sees.

​Now, many biz owners and coaches get that part of the equation.

They get that they must aggressively promote themselves and leverage the power of social proof.

Sure, a lot tread WAY too softly the self-promotion, and are often timid about it, something that, for many, almost guarantees failure…

…but a lot “get it.”

That if they don’t promote themselves, who will?

That they need to beat their own drum as if they were Lars Ulrich from Metallica bashing the hell outta his skins to "Damage Inc."

HOWEVER, the problem is…

…being so bold about it can easily make you appear arrogant.

​Every day I see many of the same coaches promoting themselves on Facebook, shouting to the world, “I get my clients results, and I can get you results too.”

Nothing wrong with making such claims (provided you can actually back them up).

And there are infinite ways to make such claims. Some audacious and in-your-face. Others more subtle.

And it’s good to hit it from all angles.

However, if you’re not careful, you could end easily end up sounding like high and mighty asshole and repel the very same people you’re trying to attract.

Something I see every day on social media.

Be bold, sure. But you don’t want to come across as full of yourself.

So what’s the key?

Balance out the never-ending barrage of self-aggrandizement with a few sweeter ingredients in that cocktail of self-promotion you’re serving up.

You see…

By the grace of some power greater than myself, I haven’t had a drink of alcohol in years. But back when I drank, I liked my liquor one way.

Whiskey, Vodka, whatever—give it to me straight. Fact, just hand me the damn bottle, thank you very much.

But most people prefer their Jack with some Coke and ice or their Vodka with OJ or some other sort of juice or mixer.

Alone, the stuff is simply too strong for most people’s palates.

It’s the same with promoting yourself.

Unadulterated self-aggrandizement is simply too harsh for most people.

A major turn off that’ll have ’em shaking their heads and scrunching their noses in disgust.

And, yes, it’s good to do things like weave in all sorts of helpful tips and “how-to” content and do what you can to communicate that you CARE about getting them results.

That stuff’s a given.


They must feel they ​benefit from the relationship they have with you.

And they must feel you care.

But there’s something equally as important.

Yet it amazes me sometimes how few coaches and experts do it.

Many of the successful ones do. Because they’ve learned. And it’s part of what’s made them successful.

But most never learn.

Here it is…

When you boast about your amazing powers, the key to not coming across like you’re full of yourself is to mix it with one or more of the following…

  • ​Disclose flaws 
  • ​Admit vulnerabilities 
  • ​Self-deprecating humor
  • ​And praise others

Doing so creates a powerful combo, enabling you to self-aggrandize like you’re Kayne West and Donald Trump's love child, but while STILL being likable.

And, in the business of self-promotion, being likable is a must.

You don’t have to make everyone like you. 

In fact, they shouldn’t ALL like you.

But, if you want to build a tribe of superfans, you need some people to LOVE you.

And if you’re content makes some people love you, it’s likely to make some people hate you, too. And that’s okay.

Because, let’s face it, if you’re going to boldly share your message, especially if it’s going to have any real heart behind it, you’re going to turn some people off. Irk them even.

And instead of having everyone just like you, you’re far better off to have some people hate you, most people not give two-shits about you, and some people (and it doesn’t take many) LOVE you.

The ones who love you become superfans. And…

The value of one superfan can by 1000% or more the value of one ordinary client or customer.

A superfan buys every product you release that’s relevant to them, ascends to your highest-ticket programs, and sticks around for many years or even decades.

They’ll fight for you. Evangelize for you. And are PROUD to have your products and services in their life.

They love what you represent to them.

Now, when you admit your flaws and vulnerabilities, not only do you come across more humble and likable, but you seem more honest as well.

People think, Well, shit, if he’ll cop to that, he must be telling the truth about this other stuff.

​It’s a tactic often employed by direct response copywriters to gain their reader’s trust.

PLUS, when you admit some of the less than pretty—or less than strong or admirable or “perfect”—aspects of yourself, people will connect with you on a human level in a way they’ll never connect with most coaches, experts, or biz owners who don’t practice the same sort of openness.

AND it enables you to bond deeply with anyone who’s faced similar issues.

Something that can do more to create superfans than even the value of what you teach.

Now, I must admit…

Sometimes when I disclose flaws or vulnerabilities or bust my own balls, I overshoot the mark (which I’ve been known to do with a lot of things).

And, sure, being so open may lower my overall conversions. But because I make a habit of putting it all out there, I end up working with super cool people who resonate with the real me, warts and all. Men and women who are a joy to work with.

It also goes a long way toward creating superfans and deepening the bond we have.

My content may sometimes seem like a right-brain, stream of consciousness, thought spill.

​But in reality, ​​it's all deliberate.

There’s a steel toe boot of purpose behind it all.

Including ​the weird shit. (;

Wherever you promote yourself…

…be it in your social media posts, YouTube videos, blog posts, podcasts, email newsletters, webinars, stage presentations, products, wherever….

Be bold.

Don’t hold back.

Let the world know what you do. How good you are it.

And display proof.

Prove to your ideal customer that you can take them to the promised land.

But ALSO show your human side.

​Be likable and open.

Be a real person.


And remember to disclose flaws and vulnerabilities, bust your own balls (with self-deprecating humor), and praise others.

We like people who can pick on themselves.

Who admit things most people would be scared too.

Who are willing to say, “Hey, I’m not the jetting-setting badass I play on social media.”

Who lift up others. Take the spotlight off themselves and shine it on someone else.

So mix these sweet flavors in with the hard stuff of gutsy self-aggrandizement, and your audience will catch a buzz for YOU and what you have to sell.

(In an upcoming post, I’m going to reveal something else I do to create a connection with my readers. You won’t want to miss it. So if you’re not on my email list, be sure to opt-in, which you can do at the bottom of the site or in the top right corner.)

I hope you enjoyed this post.

I’d love to hear your thoughts in the comment section.

If you got something from it, please click the like button, share it on social media, and maybe pass it along to someone you think it would benefit.

And if you’re a coach, expert, info-marketer, or run a business where YOU are the brand, ​then read what I wrote RIGHT HERE.

​It’s about how some coaches and experts are building cults of superfans who buy from them again and again and again.

Read it HERE.

Talk soon,

Big Chris McCombs

P.S. Don't forget to share if you got something from this! I put a lot of myself into this free content and it really helps when people like you share it. (=

When the Worst Things Turn Out To Be The BEST Things


The other day I wrote a post about how two of my most financially successful friends and clients deal with adversity.

And that got me thinking about something strange that happened…

Now, to anyone who’s never fully given themselves to an exercise regimen, or been obsessive about hitting their goals, part of what I’m about to say might sound silly.

​And hey, maybe making a big deal out of what happened IS silly...

But I was PISSED.

You see, I’ve pumped iron much of my adult life. I first started in 1988. 

And shoulder injuries have plagued me since the beginning. I'm talking since week one.

Sometimes it got bad, but usually the pain was bearable. Something to work around.

In 2002, after foolishly pre-exhausting my rotator cuff muscles with external rotations before a semi-heavy set of bench press, I felt and heard tearing in my shoulders as I lowered the bar to perform my first rep.

Both ​of 'em blew. Totally shot. Especially the left…

For a week my left shoulder was an inch-and-a-half higher than my right.

It hurt like hell just to put a shirt on, towel off when getting out of the shower, or reach for something.

For a month I had to forgo all upper-body pressing movements. The pain was too great and I could feel the motions further damaging the shoulders.

A year later they were still giving me grief.

I feared surgery was the only solution.

I’d heard a lot of great things about Active Release Techniques (ART) and found a practitioner. Twice a week he smashed the muscles around my scapulae with his rigid thumbs as I moved my arm this way and that.

The pain was glorious.

Within a month I was 95% better.

It was amazing. No more clicking, popping or nerve pain radiating from rhomboid to thumb.

I knew re-injury was never far off, but managed to avoid it.

By 2010, along with my business, my build and how much I could lift topped my list of priorities.

I spent a lot money on food, nutrition coaching, supplements, and anabolics. I scheduled my life around my training.

I liked the identity of being a big, buff motherfucker.

​I felt like The Rock...

​As I’d tried with money and recognition, I thought I could fill at least some of that gaping hole of ​inadequacy inside me with lean tissue.

I was lifting weights heavier than I ever had and was bigger and leaner than I’d ever been (I’m 6’6” and was a LEAN 265lbs at the time).

And my shoulders were strong, pain-free, and felt healthy.

In my mind, I saw myself getting bigger and bigger and bigger. I was so excited to have it all dialed in.

I was going to get HUGE!

I'll see ya in the ring Dwayne Johnson!

And then…

One morning, as Five Finger Death Punch kicked my ass through the earbuds with a thunderous firestorm of heavy metal awesomeness...

...I rolled back onto a bench with a pair of fat dumbbells to bust out a set of flat dumbbell presses.

Before I could explode out of the hole, a scorching ice pick stabbed me in the left shoulder.


I dropped the weights, sat up, and grabbed the shoulder.


I was so mad at myself. The injury could’ve been avoided had I not gone so heavy on an exercise I knew put my shoulders at risk

I know this sounds weird…

And people who’ve never had a taste of bigorexia or been obsessed with lifting or fitness goals may not understand this, but part of me was devastated.

Suddenly my goals seemed impossible to hit.

No doubt the gains for my upper body pressing structure would not only screech to grinding halt, but I’d just jammed the gearshift into reverse.

I hoped that by some bit of good luck, I’d wake up in a few days and it would be fine.

But it wasn’t.

And I no longer lived in the area of the ART guy who’d put me back together before.

After a super-light upper body workout that did nothing but depress me,
I spotted a new Massage Envy near the gym. I’d never seen it before.

Maybe some deep tissue work would help.

I told the receptionist to hook my up with whoever there was best as steamrolling the living shit out of people.

“I want it DEEP,” I said. Yes. Give it to me deep.

“I’ve got just the therapist for you,” the girl replied. She tapped her keyboard and eyed the monitor. “And you’re lucky. She had a couple cancellations and has openings at 4 and 5 today. One of those work for you?”

“I’ll take both.”

I returned at 4 for a two-hour session with the therapist. Her name was Veronica.

Here we are...

​Not only was Veronica the best message therapist who’d ever worked on me, but today she’s my wonderful wife and the mother of the three monkeys ​playing in the other room l as I write this.

Had I not mangled my rotator cuff, I never would've walked into the Massage Envy have met Veronica. Or had two a hours a week to get to know her, as she dug her dagger-like elbows into my warn-town muscles.

In fact, had not every second and inch of my life happened exactly as if has—the addictions, homelessness, incarcerations, and hundreds—thousands—of miscalculations—I wouldn’t have my children, Zoe, Seersha, and Bronson.

I may have three other children—with the same names even—but it wouldn’t be these little monkeys...

Everything in my life had to line up exactly as it has for my children to be my children.

When I was irked at myself for re-injuring my shoulder and bumming on how it screwed my whole program up, I never would’ve guessed it was a necessary for me to receive most incredible gifts of my life—my wife and children.

I can look at things far worse than a shoulder boo-boo in the same light. See the same patterns.

Like, say, my obsessive personality. Something that, when focused in the wrong direction—like substances or sex—has taken me to dark, desperate places.

But it’s that same personality trait that’s also enabled me to do things I’m damn proud of. Like…

​My obsessive drive made all that possible.

It’s my gift and my curse.

The gutter drunk, prolific serial killer, Olympic athlete, world-famous artist, broke and broken gambling addict, and billionaire business mogul all share this trait.

Where it’s focused is what matters.

On something empowering or devastating. Beautiful or ugly. Meaningful or futile.

These pics of me were all taken ​within a few years of each other...

In the top two my focus was on lifting and nutrition. 

Bottom left (where I look like I have no soul?)—pills. Lots and lotsa pills.

Bottom right—​well, writing, but also Veronica's good cooking. I topped 380 (have since lost 72 pounds with IF and OMAD). I'd simply replaced the pills with food.

​Where I point my obsessive drive is what matters.

This realization was incredibly liberating.

​That, sure, I have an obsessive personality. But it doesn't have to be a bad thing.

I knew that not only could I destroy my life like I did with substances every day from 1985-2000 (and again 2011-2012).

But I could do something great with it.

This was huge for me.

Something else I found liberating was what I learned from social psychologist and author of Stumbling on Happiness, Daniel Gilbert.

Gilbert has spent a large part of his life researching what makes people happy and has given some fantastic TED talks on the subject.

When I hear him, it feels like I’m listening to a truth I’ve known since before I was born but forgot.

Truth I need to be reminded of.

Now, one thing he often talks about is prospection—the ability to look into the future.

According to Gilbert…

When we imagine the future, we tend to screw it up!

We see negative events making us miserable.

We overestimate how poorly we’ll fare in the face of adversity and see future events destroying us.

We’re also prone to believe events we view as positive will make us a lot happier than they actually do.

The reality is…

  • ​Humans far more resilient than we believe ourselves to be.
  • ​When we experience that which dread, it ends up not being nearly as bad as we thought it would be.
  • ​When we get what we thought would make us happy, it doesn’t make us a happy as we believed it would.

​In 1978, researchers from Northwestern University and the University of Massachusetts interviewed two very different groups of people—recent winners of the Illinois State Lottery...

​...​and recent victims of tragic accidents and were now either quadriplegic or paraplegic

Participants were asked to rate the level of pleasure they got from everyday activities like watching television, conversing with a friend, eating breakfasts, receiving a compliment or hearing a joke.

The results were surprising…

Most would assume the accident victims would be miserable and the lottery winners happy.

But that wasn’t the case.

The groups not only reported similar levels of happiness, but the accident victims actually reported being happier than the lottery winners.

As Gilbert’s says…

The good isn’t as good as we believe it will be, and the bad isn’t as bad.

And what we think will make us happy can turn out to be curse; what we think will make us miserable can be a gift.

Now, I’ve long “known”—intellectually—that mindset matters most.

Yet even knowing this and having no doubt th​at the key to inner peace is acceptance of the present moment as it is, my default reaction to reality veering from where I want it to go is often resistance and worry.

Isn’t that strange?

Fortunately, I've gotten better and better at catching myself. But it's still a struggle.

Looking back, it’s clear that much of what I’ve fretted over and opposed in life turned out to be exactly what I needed.

Whether I ​had to learn a lesson or toughen up. Or life just ​had to clear the way for something new.

Doors close, windows open, and sometimes the roof is torn off by a tornado.

​But were it not for the many tornadoes (which you can read more about HERE) I wouldn’t have many of the wonderful things I do in my life

​As Napoleon Hill said, “Every adversity, every failure, every heartache carries with it the seed of an equal or greater benefit.”

I hope you enjoyed this post.

I’d love to hear your thoughts in the comment section.

If you got something from it, please click the like button, share it on social media, and maybe pass it along to someone you think it would benefit.

And if you’re a coach, expert, info-marketer, or run a business where YOU are the brand, DEFINITELY read what I just wrote RIGHT HERE.

It’s about how ​some coaches and experts are able to build cults of superfans who buy from them again and again and again.

Read it HERE.

Talk soon,

Big Chris McCombs

P.S. Don't forget to share this! (=