We were lucky to catch up with David Settle recently and have shared our conversation below.
David, thanks for joining us, excited to have you contributing your stories and insights. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?
In the journey towards building a successful business, the middle phase often remains overlooked, overshadowed by the allure of overnight success stories. My experience is a testament to the fact that genuine success is the outcome of years of dedicated groundwork. I recall my early days as a DJ, spinning records at various events with minimal returns, struggling to make ends meet.
Then came a turning point that changed the trajectory of my business. A wedding performance opened my eyes to the potential of specializing in a niche market. The shift from being a general DJ for every event to becoming a wedding specialist was the pivotal moment that set my journey on a new course. The newfound focus allowed me to channel my energy, resources, and marketing endeavors towards mastering the art of creating unforgettable wedding experiences.
The impact was astounding. Not only did I witness an increase in compensation, but the decision to specialize also propelled my growth exponentially. By honing in on weddings, I had the opportunity to offer additional services such as uplights, photobooths, and custom monograms. As demand surged, I expanded the team by hiring skilled DJs, further elevating the quality of our services. In less than one year I went from making less than $30,000 to well over multiple six figures annually!
Yet, there’s another crucial ingredient in this recipe for success – relationships. Amidst strategic marketing plans and digital ad investments, the most valuable returns came from nurturing professional connections. Attending wedding shows and cultivating partnerships within the industry proved invaluable. These relationships became the bedrock of my achievements, offering opportunities that no marketing campaign could match. Even in our digital age, the power of the handshake still rains!
In retrospect, my scaling journey underscores the importance of patient persistence, the power of specialization, and the immeasurable value of authentic relationships. It’s a reminder that success isn’t an overnight phenomenon; it’s a result of laying the groundwork, embracing change, and nurturing connections that propel a business from modest beginnings to remarkable heights.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
First and foremost, I am a father to five incredible kids. They serve as my greatest source of motivation, inspiration, and drive. Without them, who knows where I would be?
My journey began as a DJ on the southwest side of Houston, Texas. I earned my bachelor’s degree in music production from Full Sail University, studied Christianity at Houston Baptist University (now Houston Christian University) and subsequently had the privilege of performing all around the world. Transforming my initial hobby into a multi-six-figure business, I pushed myself to evolve from merely a wedding DJ to a true wedding expert.
Throughout this venture, I discovered a passion for photography. This passion led me to collaborate with some of the world’s most exciting influencers and brands. Notable collaborations include Tobe Nwigwe, Eric Thomas, 50 Cent, numerous Houston legends, Babyface, Tim McGraw, as well as esteemed brands like the NFL, Nike, and Jordan. My camera has been a source of immense enjoyment and creativity.
For many years, I also served as a youth pastor and missionary at my local church. My efforts extended across the Houston area and various countries and communities worldwide. Through these roles, I shared the Gospel of Jesus, offering hope and resources to those in need.
As of late, I have achieved the milestone of publishing a book titled “The Power to Change.” Additionally, I proudly launched an engaging podcast known as the “Still Saved Show.” This podcast platform showcases incredible stories of individuals who have undergone transformative experiences. It has aptly been referred to as the “Bible to be continued” and has proven to be both rewarding and therapeutic.
Through all these endeavors, my driving force remains the pursuit of positive change, whether through my business, my artistic passions, or my dedication to spreading hope and transformation to a wider audience.
Any fun sales or marketing stories?
One of the most unforgettable stories in my marketing journey revolves around a client encounter that led to a major shift in my approach. While I’ve faced my share of rejection and mismatched clients, this particular instance nearly slipped through my fingers. Typically, if a potential client visited my office after a sales call, closing the deal was almost certain. My conversion rate was near 100% when they walked through those doors. But this client’s case was different.
Our consultation was phenomenal, filled with discussions about their dream wedding and the services they envisioned. We connected seamlessly, creating the perfect synergy. Yet, despite the chemistry, no contract was signed, and no deposit was made. This departure from my usual process puzzled me.
In response, I reached out to a friend within the industry who had already secured this client’s business. I recounted the success of our meeting but expressed my bewilderment at their failure to commit. My friend shed light on the situation, revealing that the client truly admired my work and services. Their hesitation wasn’t due to dissatisfaction; rather, they felt our prices were surprisingly low. This revelation was a turning point.
For me, it was an eye-opening lesson. While I had always aimed to maintain competitive pricing, this experience made me realize the need to redefine my competitive edge. This client, who did eventually become a part of our clientele, taught me the value of never competing solely on price. Instead, I recognized that my distinguishing factor should be centered on delivering exceptional value and service.
Swiftly, I made a pivotal decision. The very next day, we raised our prices by 50%. Remarkably, this bold move didn’t result in losing a single deal. It was a transformative step that redefined our marketing strategy. This incident reinforced that clients often value quality over cost and that our commitment to excellence should always be our primary focus.
What else should we know about how you took your side hustle and scaled it up into what it is today?
Certainly, here’s the rephrased version of your response with improved grammar and cohesion:
My journey began as a music-loving kid. I still vividly recall purchasing my first set of turntables, almost considering returning them because I couldn’t figure out how to set them up. (This was obviously before the Internet, Google, or YouTube!) Hours upon hours were spent in my room, engrossed in records, honing my mixing skills, and perfecting my craft. Back then, I could never have imagined that people would actually pay me to play music, let alone entrust me to oversee the entertainment and production of their significant life events, such as weddings.
Several foundational aspects paved the way for the success that I’ve been fortunate to experience. During the initial stages of building this business, I balanced part-time work with my side hustle of DJing. It was during this time that my wife at that point offered strong encouragement to establish efficient systems. In response, I created a website that more than just a more than just an online business card, incorporating a comprehensive client portal. This portal streamlined organizational tasks, allowing me to manage timelines, music preferences, wedding party names, and essential event details. Notably, this portal not only facilitated efficient client management but also proved invaluable in onboarding and managing future team members that I hadn’t even anticipated back then. These systems introduced automation that liberated me from mundane tasks, enabling a sharper focus on business growth through marketing, attracting new clients, and effectively converting leads.
In addition to efficient systems, a factor often underestimated in its significance is the fusion of exceptional work and robust relationships. Following our performance at weddings, we actively sought reviews not only from the newlyweds but also from fellow vendors and professionals in the wedding industry. This outreach extended especially to wedding coordinators, venue managers, and owners—key gatekeepers and initial points of contact for potential couples. Building these relationships held immense value; the appreciation and recommendation of venue managers, in particular, became a powerful mechanism for driving success.
Looking back, it’s evident that this dual approach of implementing efficient systems, processes, & procedures as well as cultivating strong industry relationships propelled the trajectory of my side hustle, transforming it into a thriving full-time endeavor.
Contact Info:
- Website: Www.thedavidsettle.com
- Instagram: @thedavidsettle
- Facebook: https://www.facebook.com/david.settle.969?mibextid=LQQJ4d
- Youtube: @thedavidsettle
- Other: My Book!! The Power to Change – A Playbook for Change and Personal Transformation: The Power To Change: A Playbook for Change and Personal Transformation https://a.co/d/92vIMrp
Image Credits
@shotbybishop_