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022 — Steve Werner Has Helped Etrepreneures Build Webinars That Generated Over $3.8 Million Is Sales

8 months + 22 entrepreneurs = over 3.8 million in total sales. Find out how he combines storytelling and engagement instead of pushy sales to average a 20% close rate.

Steven Werner is the founder of Monetize Your Tribe, he's a renowned webinar and presentation expert, and he's on the show today.  

Steve Werner shares his unorthodox approach to sales and the truth about how more doesn’t equal higher value, especially when it comes to talking. He challenges listeners to reconsider how they evaluate the quality of info products and services and what to do to develop their own successful approaches.

Questions

  • Wow — 3.8 million in sales… that’s over $170 thousand on average for each of the 22 entrepreneurs that you helped.
  • Tell us about those entrepreneurs — did you think they had anything special that set the stage for those kinds of results?
  • Do you have any final advice or tips that you’d like to share with our audience?
  • Tell us more about who you like to work with, how you can help them, and where they can find you.

Links and Resources

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Read Full Transcript

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- Hey, busy business people,


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I am here today

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with another entrepreneur
taking action, Steve Werner.

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Over the last eight months,

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he helped 22 entrepreneurs build webinars

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that generated over $3.8
million in total sales.

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And I'm gonna figure out how
he did it, so, stay tuned.

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(bright music)

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Okay, so, to kick things off
now, 3.8 million in sales,

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that's, I did the math on that,
and I don't like doing math,

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but I did the math on that,
that's over 170,000 on average

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for the 22 entrepreneurs in the program.

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Like, did they have anything
special going for them?

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They came into this, like
personality services,

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like what were they?

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- Sure.

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So I mean, to be honest and transparent,

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'cause that is very important,

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there were five of them in there,

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four or five of them that were rock stars,

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they already had massive lists,

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they already had an offer that converted,

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they just needed help
with their webinar, right?

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One of them specifically,

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she's run several five-day challenges,

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she's always done pretty well,

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but she had me come in and look at it.

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Her webinar went, we actually
made our webinar longer.

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We tested it, but that
one specifically, we made,

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we went from about an hour and 20 minutes

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to just over two hours.

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But her conversion went
from about 8% to over 20%.

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We also upped her price because
I showed her comparable.

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So, long time, people, right?

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Like they've been selling
at 9, 97** for a long time.

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And they're very stuck on that.

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And she was like, if I raise
it, it's gonna hurt conversion.

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I said, what's the worst that happens

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If we double the price,
we went to 19,97***?

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I said, if we doubled the price,

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and you get two thirds of conversion,

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you're still going to make more money.

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And it was kinda like pulling teeth,

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but we got that to happen.

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And I mean, that one alone,

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was responsible for almost 1 million.

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- Wow.
- So that's, I mean there.

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So, there's a big
asterix with that number,

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but it's true 100%,

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but not all of them, like you're
breaking the average down.

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Everybody in there was profitable,

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I think the lowest one we had
was about 40,000 in sales.

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Everybody has lists.

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So, for me to take
somebody on as a customer,

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they have to have a list already,
they have to have an offer

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and they have to be doing,

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I would say probably
minimum, like 70,000 a year,

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which excludes a lot of people, right?

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I get on discovery calls with people.

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My discovery calls 15 minutes,

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and if they're not already
at like 75K or above,

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and if they don't have
a list of 5K or above,

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maybe three have worked
with a couple of apps

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a little bit smaller.

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It's just not gonna, it's not
where they need a webinar,

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they should be doing discovery calls,

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getting their messaging correct,

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getting all the pieces down, right?

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A webinar is like pouring gas on something

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when you're doing well already.

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I do think you can start with it

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in the fact that you're going
to learn your messaging,

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you're going to learn.

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A good webinar, has more
than 40 stories in it.

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There are five core stories,

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and then you have different
versions of those stories,

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so, you end up with over 40 stories,

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these are the ones that we built.

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You can start with that,

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but you're not gonna do
massive sales with it

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because you're going to end up
with three or four people on.

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Like, it's not gonna be
a big money generator,

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but it does help you
get your messaging down.

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I don't know if that's where
you're going with that, but-

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- No, it's exactly
where I'm going with it,

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because I feel like we see all these gurus

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that are going out

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there and putting out
all these case studies

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and being like, hey, this
method works, and whatever.

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And the piece of the story

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that I feel like is
always missing from that

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is what were the people in the program

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that gave you those case studies,

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what did they have coming in?

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Because we know they had stuff,

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most of the ones that
pull off stuff like this,

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they had lists and things like that.

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But people hear these big, awesome stories

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and like, ah, I must do a webinar.

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And they don't think through okay,

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there's work to get to that point.

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It's just why I love

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that you were very transparent
about that, you know?

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- Yeah, for sure.

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I have like such a love-hate relationship

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with that whole thing, right?

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Because everybody's getting,

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we all got started at some point, right?

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In 2013, I was getting started,

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I spent more than 50K that I didn't have,

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on programs, courses, a
mastermind, like all the stuff.

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And you just start consuming

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because you have no idea where to start.

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And I did the same thing,

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I was like, I'm gonna build a webinar.

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I mean, I was already doing live events,

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but I was like, I'm gonna do a webinar.

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But I was like, what?

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Like I can't sell consulting days.

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So, we ended up with a
VSL that was 15 minutes.

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But then you have to
have ads to drive to it.

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Like my whole thing when I started,

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was I wanted to speak on stages,

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I wanted you to do live events,

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which I got very good at over the years.

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But the webinar didn't fit
in that in the beginning.

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It did once we got going,

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But the thing, is you have to have a list.

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A list is what it all comes back to.

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And I guess the thing that
I would say about lists,

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'cause I talk about this with
people that aren't there yet,

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it is better to have a smaller list,

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five, 800, 1,000 people

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of highly qualified
people that are engaged,

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than a huge list of people who aren't.

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And the second thing,

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is you should be emailing
five to seven times a week.

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I switched to that about a year ago,

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I left Facebook pretty much,

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and switched to emailing almost daily.

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My open rates went from eight to 10%,

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to now I'm running it over 25% opens

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with over 2% click through.

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And people are like, well,
I don't wanna spam people,

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that's not what it's about.

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If people want to hear from you,

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if they enjoy what you're
sending them, they will read.

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And if they don't they'll unsubscribe,

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but if they unsubscribed,

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they were never going
to buy anything anyway.

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- Yep, and that's the
thing that people miss,

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is it's like you've
got to have that value.

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Like as long as you earn
your place in the inbox,

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you can be there as much as you want.

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And I think like we almost kind
of have a conceited approach

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to email, right?

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Like we think that we're so important

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that they're gonna know who we are

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enough for us to like
pester them (giggles)

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Like you can't pester them if
you go in every morning purge,

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and they're not looking for your email,

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you're not pestering them.

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We all have like hundreds of emails,

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we just go, poof, poof,
poof, and they're gone.

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But we notice those one or
two, 'cause we recognize them,

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'cause are in our inbox frequently,

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and those are the ones

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that get the privilege of
skipping the purge, right?

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You know what I mean?

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- Well, I mean, I'm very, so, my,

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to be productive,

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my inbox, I have about 30
different folders that I use,

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and they're automatically sorted.

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So, like I don't see, I have
my inbox is very well done,

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but there are a few people
that always hit my inbox

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because I've set them up that way

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because I'm happy to hear from them.

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And you touched on a word
that I want to clarify,

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which was value.

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A lot of times,
entrepreneurs, influencers,

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well, influencers are different, right?

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Entrepreneurs, business owners

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think value means a long email

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telling somebody how to do something,

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giving them a tip, tactic or trick.

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Now, if you look at an
influencer, a celebrity,

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celebrities make more
money than entrepreneurs.

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They also, the reason
that we like their stuff

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if we're scrolling Instagram,

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if we're scrolling
Facebook, we're entertained.

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My emails, sometimes I send just a joke,

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hey, here's the joke for the day,

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hope I made you laugh,
have an awesome day.

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Those emails usually have
like a 40% open rate,

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and they still have a call-to-action,

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because I put the
call-to-action in the PS.

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But people read them, and they get like,

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some of those,

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I had one that hit like
a 5% click through rate

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on a $37 product just from
telling a joke, that's valuable.

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So, think about, what
I always tell people,

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is what do you open when
it hits your email box?

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That doesn't mean that you
don't occasionally do the email

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that tells them how to do something,

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but not every email has to
tell them how to do something,

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how to fix a problem,

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how to make more money,
how to get more clients,

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tell them a story about your life.

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Like the know like trust factor,

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we talked about that a
little bit off camera,

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if you want a higher know like
trust factor, be personal,

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like get personal,

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share with them something
from your personal life,

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a little story about your personal life.

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I talk about running,

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I talk about restaurants I've eaten at,

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I talk about meeting people,
I talk about problem clients.

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Like talking about problem clients,

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that were way off the subject of webinars,

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but I don't really mind.

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Talking about problem clients

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is one of the best things
you can do in an email,

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because you will get less problem clients

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because people will be like,

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I don't wanna be like that jerk ass.

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Like .

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Well, they really will, right?

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Because what do they want?

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They want your attention,

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they wanna be in your good graces.

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So, if you say, I hate
people that blah, blah, blah,

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I had this client and
this is what they did,

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and like, it just was
a huge pain in the ass,

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so, I fired her as a client.

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People are like, ooh.

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One, they respect the time-

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- Don't even realize they're doing it.

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And it's like, when you
call out the behavior,

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they're like, oh, that
might've been me yesterday.

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Like they don't even realize it.

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- That's, but you're like setting.

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So, those are all stories
that you can tell.

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Email hands down.

244
00:09:18,120 --> 00:09:21,750
If you don't have a big
list, start emailing more.

245
00:09:21,750 --> 00:09:23,330
They will actually share your emails.

246
00:09:23,330 --> 00:09:24,630
I get people who share my emails

247
00:09:24,630 --> 00:09:26,220
and people opt in through that.

248
00:09:26,220 --> 00:09:27,930
But also, like growing your list

249
00:09:27,930 --> 00:09:29,440
is the first thing to having a webinar.

250
00:09:29,440 --> 00:09:31,760
If you have a list, I would say minimum.

251
00:09:31,760 --> 00:09:35,330
We did a webinar with a girl
who's a good friend of mine.

252
00:09:35,330 --> 00:09:37,510
She has a list of about 2,200.

253
00:09:37,510 --> 00:09:39,700
Her webinar when she put it out,

254
00:09:39,700 --> 00:09:43,490
she did a little over 20,000.
I think she did 22, 23,000

255
00:09:43,490 --> 00:09:46,820
on the webinar that we built to her list.

256
00:09:46,820 --> 00:09:49,070
Then I had her do it to my list,

257
00:09:49,070 --> 00:09:54,010
we did another like 20K,
just with a small launch.

258
00:09:54,010 --> 00:09:55,200
But now she's taking that

259
00:09:55,200 --> 00:09:57,510
and she's going around to other people

260
00:09:57,510 --> 00:10:00,240
because it's valuable,
she's got proven metrics,

261
00:10:00,240 --> 00:10:02,620
she knows, we put this many people on,

262
00:10:02,620 --> 00:10:03,960
this is what we're gonna end up with,

263
00:10:03,960 --> 00:10:05,500
this is the number of sales,

264
00:10:05,500 --> 00:10:08,570
these are the testimonials
that I have from me,

265
00:10:08,570 --> 00:10:09,480
then the testimonials

266
00:10:09,480 --> 00:10:11,110
from the people who've gone through it.

267
00:10:11,110 --> 00:10:14,370
Once you have it and it's
going, you can take it.

268
00:10:14,370 --> 00:10:15,530
I mean, you can do a roadshow with it.

269
00:10:15,530 --> 00:10:18,650
You can go to any good
person that has a list,

270
00:10:18,650 --> 00:10:21,180
show them your metrics, and
there'll be happy to put you on.

271
00:10:21,180 --> 00:10:24,550
I do one a month with a guest.

272
00:10:24,550 --> 00:10:27,150
Because if they have a proven offer,

273
00:10:27,150 --> 00:10:29,100
I'm happy to put you in
front of my audience.

274
00:10:29,100 --> 00:10:32,160
Deliver value, people
are gonna pay for it,

275
00:10:32,160 --> 00:10:33,150
we'll both make money.

276
00:10:33,150 --> 00:10:34,920
Everybody's happy, the customer's happy

277
00:10:34,920 --> 00:10:36,830
because they got
something that is valuable

278
00:10:36,830 --> 00:10:38,400
that helps them reach where they're going.

279
00:10:38,400 --> 00:10:41,260
I'm happy because I provided
value to my audience

280
00:10:41,260 --> 00:10:42,530
and I made money for it.

281
00:10:42,530 --> 00:10:44,540
And you, as the influencer,

282
00:10:44,540 --> 00:10:47,580
are happy because you're
selling your product

283
00:10:47,580 --> 00:10:49,580
and you didn't have to use Facebook ads.

284
00:10:50,520 --> 00:10:52,760
Yeah, I know that's a
whole push right now,

285
00:10:52,760 --> 00:10:54,720
like, especially with like iOS update,

286
00:10:54,720 --> 00:10:56,770
making Facebook ads not work as well.

287
00:10:56,770 --> 00:10:57,980
That they're even talking about that

288
00:10:57,980 --> 00:10:59,430
at Traffic and Conversion Summit,

289
00:10:59,430 --> 00:11:00,263
they've been talking about it

290
00:11:00,263 --> 00:11:02,120
all over digital marketer and scalable,

291
00:11:02,120 --> 00:11:05,560
that making those strategic
partnerships is really valuable,

292
00:11:05,560 --> 00:11:07,440
especially when you have
something like a webinar

293
00:11:07,440 --> 00:11:08,420
or a challenge,

294
00:11:08,420 --> 00:11:11,330
or like I've been lumping
all of those things

295
00:11:11,330 --> 00:11:13,530
into value and advance offers.

296
00:11:13,530 --> 00:11:16,490
That's basically my label,
I've been giving all of those.

297
00:11:16,490 --> 00:11:18,420
'Cause they're all kind
of the same thing, right?

298
00:11:18,420 --> 00:11:20,080
Workshops, webinars, challenges,

299
00:11:20,080 --> 00:11:22,070
like it accomplishes the same thing.

300
00:11:22,070 --> 00:11:24,200
Teach someone something,
deliver a lot of value,

301
00:11:24,200 --> 00:11:25,920
make an ask.

302
00:11:25,920 --> 00:11:28,320
- Yeah, we do,

303
00:11:28,320 --> 00:11:30,840
the best method that
I've seen for webinars,

304
00:11:30,840 --> 00:11:34,490
is a five-day challenge to the webinar,

305
00:11:34,490 --> 00:11:38,920
that works every single time.

306
00:11:38,920 --> 00:11:41,340
But the thing is you've got to put,

307
00:11:41,340 --> 00:11:42,670
so, numbers for challenge,

308
00:11:42,670 --> 00:11:45,920
I've run 14, 15 challenges at this point.

309
00:11:45,920 --> 00:11:48,410
The numbers for the
challenges as a ballpark,

310
00:11:48,410 --> 00:11:50,660
if you have 1,000 people opt in,

311
00:11:50,660 --> 00:11:53,900
you're going to have somewhere
between three and 500 people

312
00:11:53,900 --> 00:11:55,223
show up on day one.

313
00:11:56,300 --> 00:12:00,020
Your goal is to get to
the end of the challenge

314
00:12:00,020 --> 00:12:02,750
and have two thirds of that engaged.

315
00:12:02,750 --> 00:12:05,150
So if we take 4,000 people,

316
00:12:05,150 --> 00:12:07,160
you have 400 people on day one.

317
00:12:07,160 --> 00:12:08,900
If you have two thirds of that engaged,

318
00:12:08,900 --> 00:12:12,510
you're gonna have about 275.
When you get to the end.

319
00:12:12,510 --> 00:12:14,240
That means you're going to do,

320
00:12:14,240 --> 00:12:17,520
like we teach a one-week launch window.

321
00:12:17,520 --> 00:12:19,170
So, you're gonna do
your webinar two times,

322
00:12:19,170 --> 00:12:21,038
you're gonna do a Q&A,

323
00:12:21,038 --> 00:12:25,870
or a like hot-seat workshop in there,

324
00:12:25,870 --> 00:12:29,610
and you're gonna send 15
to 20 emails in that week.

325
00:12:29,610 --> 00:12:32,610
From that, if you have 1,000
people in the front end,

326
00:12:32,610 --> 00:12:35,600
you are gonna end up with
somewhere between 20 to 30 buyers

327
00:12:36,500 --> 00:12:38,360
every single time.

328
00:12:38,360 --> 00:12:40,850
So, if you look at that metric,

329
00:12:40,850 --> 00:12:44,150
that's like a bare minimum
you can pretty much count on.

330
00:12:44,150 --> 00:12:47,470
So, if you look at that
metric, to get 1,000 people on,

331
00:12:47,470 --> 00:12:48,303
this is the number

332
00:12:48,303 --> 00:12:49,710
that a lot of people
have a hard time with,

333
00:12:49,710 --> 00:12:51,280
to get 1,000 people on,

334
00:12:51,280 --> 00:12:55,010
you're probably going
to meet 75 JV partners,

335
00:12:55,010 --> 00:12:57,350
because most JVs will not
mail for you that much,

336
00:12:57,350 --> 00:12:58,520
they'll mail once or twice,

337
00:12:58,520 --> 00:13:00,940
they don't have huge lists, they've got.

338
00:13:00,940 --> 00:13:03,630
A lot of my JVs, I have a
few that are great, right?

339
00:13:03,630 --> 00:13:06,223
They have 20, 40, 50,000 person less.

340
00:13:07,060 --> 00:13:12,060
Most have three to 8,000, and
they're going to mail twice.

341
00:13:13,180 --> 00:13:16,273
They're also probably not
gonna mail great copy, right?

342
00:13:16,273 --> 00:13:18,630
Like you can write the
best copy in the world,

343
00:13:18,630 --> 00:13:19,920
but it's in your voice.

344
00:13:19,920 --> 00:13:21,380
Giving it to them,

345
00:13:21,380 --> 00:13:22,850
they're not gonna fix it most of the time,

346
00:13:22,850 --> 00:13:25,180
they're just gonna send it out.

347
00:13:25,180 --> 00:13:27,120
Unless you want to take the
time to write in their voice

348
00:13:27,120 --> 00:13:28,930
for a bunch of people.

349
00:13:28,930 --> 00:13:31,700
So, that's kind of like
the breakdown on a webinar.

350
00:13:31,700 --> 00:13:35,480
A workshop works really well
as well, but the workshop you.

351
00:13:35,480 --> 00:13:38,620
So, a normal workshop, the
way I view it, is four hours.

352
00:13:38,620 --> 00:13:40,660
You need an hour of
that to be your webinar

353
00:13:40,660 --> 00:13:44,540
and three hours of that to
be teaching stuff, right?

354
00:13:44,540 --> 00:13:46,210
So, pitch at that point,

355
00:13:46,210 --> 00:13:48,720
your webinar isn't a traditional webinar,

356
00:13:48,720 --> 00:13:51,113
it turns more into a
pitch and future pacing.

357
00:13:52,460 --> 00:13:54,407
We've worked with that,
it works pretty well,

358
00:13:54,407 --> 00:13:57,653
and the five day challenge
works better in my opinion.

359
00:13:58,510 --> 00:14:00,180
Workshops really work really great

360
00:14:00,180 --> 00:14:04,700
to sell a, like five to $10,000 one-off.

361
00:14:04,700 --> 00:14:06,410
If you're a service provider of some kind.

362
00:14:06,410 --> 00:14:08,680
So, if I wanna build
webinars for somebody,

363
00:14:08,680 --> 00:14:10,830
a workshop works really good.

364
00:14:10,830 --> 00:14:12,110
'Cause I can lay the whole thing out,

365
00:14:12,110 --> 00:14:13,040
I can walk them through it.

366
00:14:13,040 --> 00:14:14,830
They see that they're getting overwhelmed,

367
00:14:14,830 --> 00:14:16,510
and then the pitch at the end is,

368
00:14:16,510 --> 00:14:18,440
hey, if you want me to jump
on and build this with you.

369
00:14:18,440 --> 00:14:21,533
This is what it looks like,
let's schedule a call here,

370
00:14:22,540 --> 00:14:23,373
and move forward.

371
00:14:23,373 --> 00:14:24,860
That's like selling,

372
00:14:24,860 --> 00:14:27,960
in my opinion, that works
better for a workshop

373
00:14:27,960 --> 00:14:30,040
than trying to sell a two-grand course.

374
00:14:30,040 --> 00:14:31,950
You can definitely do it though.

375
00:14:31,950 --> 00:14:33,360
- Have you seen people getting burnt out

376
00:14:33,360 --> 00:14:34,250
on the challenge model?

377
00:14:34,250 --> 00:14:35,670
No, a lot of people that
I've been talking to

378
00:14:35,670 --> 00:14:37,490
since Pedro really kind of got out there

379
00:14:37,490 --> 00:14:39,720
and saturated the challenge market,

380
00:14:39,720 --> 00:14:41,340
there's a lot of really bad ones.

381
00:14:41,340 --> 00:14:42,670
And a lot of people I've been talking to

382
00:14:42,670 --> 00:14:44,470
are really frustrated with that,

383
00:14:44,470 --> 00:14:45,303
they're like,

384
00:14:45,303 --> 00:14:46,830
I don't even wanna make a
five-day commitment anymore.

385
00:14:46,830 --> 00:14:48,440
Like, I'm just not interested in that.

386
00:14:48,440 --> 00:14:51,430
Like we've seen in the community in ETA

387
00:14:51,430 --> 00:14:53,360
doing like a 90-minute thing.

388
00:14:53,360 --> 00:14:55,480
We get way more signups, way more show ups

389
00:14:55,480 --> 00:14:57,950
to a 90 minute than we
do to like a five-day.

390
00:14:57,950 --> 00:15:00,340
But you get less opportunity to talk.

391
00:15:00,340 --> 00:15:02,480
- You can do that for sure.

392
00:15:02,480 --> 00:15:06,470
I mean, we ran a five-day
challenge in August.

393
00:15:06,470 --> 00:15:08,503
So, two months ago.

394
00:15:09,810 --> 00:15:11,130
This was for somebody else.

395
00:15:11,130 --> 00:15:12,750
I didn't run it to be clear,

396
00:15:12,750 --> 00:15:15,100
I helped her with the webinar.

397
00:15:15,100 --> 00:15:16,340
This is another one of the person

398
00:15:16,340 --> 00:15:20,090
who did a rockstar, amazing deal.

399
00:15:20,090 --> 00:15:23,220
I wanna say she had, I
mean, she had a lot of JVs,

400
00:15:23,220 --> 00:15:25,090
she's also very established.

401
00:15:25,090 --> 00:15:26,553
I think she had,

402
00:15:27,460 --> 00:15:31,210
I wanna say 25,000 people
opt in for the challenge.

403
00:15:31,210 --> 00:15:34,843
From that, she did over like
over 1 million in sales.

404
00:15:36,320 --> 00:15:39,830
But huge list, great JV partnership,

405
00:15:39,830 --> 00:15:42,130
she's been in the game
for more than 10 years.

406
00:15:42,130 --> 00:15:44,080
Like she had a lot.

407
00:15:44,080 --> 00:15:45,630
Do challenges still work?

408
00:15:45,630 --> 00:15:46,480
They do.

409
00:15:46,480 --> 00:15:47,630
The big thing is,

410
00:15:47,630 --> 00:15:50,650
you're going to get less show ups, right?

411
00:15:50,650 --> 00:15:51,720
Like I said, 1,000,

412
00:15:51,720 --> 00:15:52,553
you're gonna get

413
00:15:52,553 --> 00:15:54,970
somewhere between three to
400 people show up on day one.

414
00:15:54,970 --> 00:15:56,940
Even if they opt in.

415
00:15:56,940 --> 00:16:00,570
But the benefit, if you do it correctly,

416
00:16:00,570 --> 00:16:02,750
day one, if you show up.

417
00:16:02,750 --> 00:16:05,800
The thing is, like to be really blunt,

418
00:16:05,800 --> 00:16:07,481
there're shitty everythings, right?

419
00:16:07,481 --> 00:16:10,990
There're shitty courses,
there're shitty webinars,

420
00:16:10,990 --> 00:16:12,820
there're shitty challenges,

421
00:16:12,820 --> 00:16:14,600
there're shitty workshops.

422
00:16:14,600 --> 00:16:15,600
And there's just more,

423
00:16:15,600 --> 00:16:18,070
like, if you think that
stuff's going away,

424
00:16:18,070 --> 00:16:20,980
we're gonna see 10 times
that in the next two years,

425
00:16:20,980 --> 00:16:23,470
'cause everybody is now,
I wanna work from home.

426
00:16:23,470 --> 00:16:24,780
I don't wanna work for anybody else,

427
00:16:24,780 --> 00:16:27,440
I'm a coach, I'm a consultant,
you should listen to me.

428
00:16:27,440 --> 00:16:30,840
Like the noise in the marketplace
is not going anywhere.

429
00:16:30,840 --> 00:16:35,840
So, if you want to beat
that, do a better job.

430
00:16:36,230 --> 00:16:38,800
Because people reward quality.

431
00:16:38,800 --> 00:16:43,370
So, this is something that I
tell people as well though,

432
00:16:43,370 --> 00:16:47,673
quality and value does not
equal a longer anything,

433
00:16:48,600 --> 00:16:52,620
it equals something short,
well thought out and planned.

434
00:16:52,620 --> 00:16:55,560
So, like for a challenge,

435
00:16:55,560 --> 00:16:59,350
challenge videos each day,
five to eight minutes.

436
00:16:59,350 --> 00:17:02,330
One takeaway that they
can implement right now,

437
00:17:02,330 --> 00:17:03,400
don't overwhelm them

438
00:17:03,400 --> 00:17:05,650
with so much information
they can't do anything,

439
00:17:05,650 --> 00:17:08,350
'cause that guarantees they
won't show up for day two.

440
00:17:09,280 --> 00:17:11,303
People, this is the other thing that,

441
00:17:13,010 --> 00:17:14,223
I don't know, it's a difficult thing

442
00:17:14,223 --> 00:17:16,423
that we have to get
over in the marketplace.

443
00:17:18,370 --> 00:17:20,670
As much as people say
they want the outcome,

444
00:17:20,670 --> 00:17:23,440
people want easy more than
they want the outcome.

445
00:17:23,440 --> 00:17:25,040
- Oh no, absolutely.

446
00:17:25,040 --> 00:17:26,680
I mean, that's one of
the biggest frustrations

447
00:17:26,680 --> 00:17:27,860
I hear all the time,

448
00:17:27,860 --> 00:17:30,770
as it's like people buy the
things that they just learn,

449
00:17:30,770 --> 00:17:32,140
but now they sit down to implement,

450
00:17:32,140 --> 00:17:35,340
and it's like, well, I
can't do this, this is like,

451
00:17:35,340 --> 00:17:36,263
I don't have time for this.

452
00:17:36,263 --> 00:17:39,010
- But that's all in their head.

453
00:17:39,010 --> 00:17:42,360
And that is not your
responsibility as the influencer.

454
00:17:42,360 --> 00:17:44,690
Your responsibility as the influencer,

455
00:17:44,690 --> 00:17:46,270
is you can make it easy, right?

456
00:17:46,270 --> 00:17:47,990
I can give you a five-minute video

457
00:17:47,990 --> 00:17:51,310
that tells you, come up with a USP, right?

458
00:17:51,310 --> 00:17:52,930
Unique selling proposition.

459
00:17:52,930 --> 00:17:53,810
People will sit down

460
00:17:53,810 --> 00:17:55,660
and they'll stare at their
computer for 30 seconds

461
00:17:55,660 --> 00:17:57,020
trying to make a USP,

462
00:17:57,020 --> 00:18:00,180
and then they'll walk away
because it requires thought.

463
00:18:00,180 --> 00:18:02,170
And unfortunately, our school systems,

464
00:18:02,170 --> 00:18:04,860
our college systems don't
teach people critical thinking.

465
00:18:04,860 --> 00:18:07,520
So, most people have
a hard time with that.

466
00:18:07,520 --> 00:18:08,540
They get really excited,

467
00:18:08,540 --> 00:18:10,307
I can do this, I can
do this, I can do this.

468
00:18:10,307 --> 00:18:11,583
And then they sit down,

469
00:18:12,600 --> 00:18:13,540
and they don't.

470
00:18:13,540 --> 00:18:15,830
That's not my problem,
that's not your problem,

471
00:18:15,830 --> 00:18:18,000
that is their problem.

472
00:18:18,000 --> 00:18:19,140
It is not my job.

473
00:18:19,140 --> 00:18:22,500
My job is to put something
that is easily consumable,

474
00:18:22,500 --> 00:18:23,620
will get them an outcome,

475
00:18:23,620 --> 00:18:26,050
and is entertaining in front of them.

476
00:18:26,050 --> 00:18:27,480
That's where people are gonna buy,

477
00:18:27,480 --> 00:18:30,650
easy, entertaining, fun,
builds relationship,

478
00:18:30,650 --> 00:18:32,193
drives them to the webinar.

479
00:18:33,830 --> 00:18:37,270
I mean, this is all very
real, authentic talk, you can.

480
00:18:37,270 --> 00:18:39,020
But what I see people doing, is,

481
00:18:39,020 --> 00:18:40,450
I talked to a guy last week,

482
00:18:40,450 --> 00:18:43,540
and he's like, I want to
sell coaching, dah, dah, dah.

483
00:18:43,540 --> 00:18:47,310
He's like taking some
life-coaching course somewhere,

484
00:18:47,310 --> 00:18:49,220
getting certified,

485
00:18:49,220 --> 00:18:51,010
'cause we all know
that's important, right?

486
00:18:51,010 --> 00:18:53,010
But he's like, I'm not
gonna do one call a week,

487
00:18:53,010 --> 00:18:55,520
I'm gonna do three one-hour calls a week,

488
00:18:55,520 --> 00:18:57,040
they're gonna be so blown away.

489
00:18:57,040 --> 00:18:59,540
And I was like, dude, nobody wants that.

490
00:18:59,540 --> 00:19:01,050
Like, nobody wants to meet with a coach

491
00:19:01,050 --> 00:19:02,990
for three hours in a week.

492
00:19:02,990 --> 00:19:05,290
And he was like, what do you mean?

493
00:19:05,290 --> 00:19:06,160
Like, he just didn't,

494
00:19:06,160 --> 00:19:10,836
'cause most people, their
idea of value, is more stuff.

495
00:19:10,836 --> 00:19:11,669
- Yep.
- When in reality,

496
00:19:11,669 --> 00:19:15,870
if you look at things that
are the most valuable,

497
00:19:15,870 --> 00:19:18,550
they have the smallest time commitment,

498
00:19:18,550 --> 00:19:22,480
and get the biggest outcome
by pivoting somebody's mindset

499
00:19:22,480 --> 00:19:24,660
and giving them the tool to move forward,

500
00:19:24,660 --> 00:19:26,580
Then they go and do the work.

501
00:19:26,580 --> 00:19:28,820
Or it's a done for you service, right?

502
00:19:28,820 --> 00:19:33,670
So, marketing, branding,
webinars, whatever your thing is,

503
00:19:33,670 --> 00:19:35,560
if you go do it for them,

504
00:19:35,560 --> 00:19:40,130
that's the highest sale value
that you're going to get.

505
00:19:40,130 --> 00:19:41,160
Like you can sell.

506
00:19:41,160 --> 00:19:43,910
I talked to a guy yesterday that does,

507
00:19:43,910 --> 00:19:46,350
he does a video-sales funnel.

508
00:19:46,350 --> 00:19:49,870
So, it's somewhere
between 10 and 18 videos

509
00:19:49,870 --> 00:19:50,970
put in a sales funnel.

510
00:19:50,970 --> 00:19:53,513
He'll run the ads for
you, It's 50K a month.

511
00:19:54,390 --> 00:19:55,223
- Mm-hmm.

512
00:19:55,223 --> 00:19:57,390
- It's for people that are
paying them 50K a month

513
00:19:57,390 --> 00:20:00,260
to build that out, manage it, and do it.

514
00:20:00,260 --> 00:20:01,130
That's a great model.

515
00:20:01,130 --> 00:20:03,250
I mean, he's making good money,
they're making good money.

516
00:20:03,250 --> 00:20:06,113
They wouldn't continue
getting a return, right?

517
00:20:06,113 --> 00:20:08,860
If they're not getting a return,
they're not gonna pay him.

518
00:20:08,860 --> 00:20:11,030
But that's your highest price,

519
00:20:11,030 --> 00:20:14,160
and he sells it through, we
wouldn't call it a webinar,

520
00:20:14,160 --> 00:20:17,070
we would call it a VSL to a sales call,

521
00:20:17,070 --> 00:20:20,410
but it could be a webinar,
it's the same thing.

522
00:20:20,410 --> 00:20:22,700
Small-video presentation shows them value,

523
00:20:22,700 --> 00:20:26,045
teaches you what it is, drives
people where they're going.

524
00:20:26,045 --> 00:20:27,070
- And I know that's the direction

525
00:20:27,070 --> 00:20:28,570
I'm going with my 90-day program,

526
00:20:28,570 --> 00:20:31,290
'cause most of the people
that are my target audience

527
00:20:31,290 --> 00:20:32,710
are frustrated with buying things

528
00:20:32,710 --> 00:20:34,910
and they can't get it implemented.

529
00:20:34,910 --> 00:20:36,380
So, it's like, we're going to implement,

530
00:20:36,380 --> 00:20:37,267
we're just going to build everything.

531
00:20:37,267 --> 00:20:38,470
So, I've already got the team,

532
00:20:38,470 --> 00:20:39,850
we already do it all the time anyway,

533
00:20:39,850 --> 00:20:44,480
I'm just packaging it into
a different model basically.

534
00:20:44,480 --> 00:20:46,490
So, we're going done for you.

535
00:20:46,490 --> 00:20:49,980
- Do you got like the stick and
the whip to like crack them?

536
00:20:49,980 --> 00:20:51,080
'Cause that's, I mean,

537
00:20:52,740 --> 00:20:55,520
I don't sell a course
by itself, hardly ever.

538
00:20:55,520 --> 00:20:57,520
I always sell the course
with implementation,

539
00:20:57,520 --> 00:20:58,557
with coaching, right?

540
00:20:58,557 --> 00:21:00,893
And I sell it for more money,
same thing you're doing.

541
00:21:01,770 --> 00:21:02,930
It's really interesting,

542
00:21:02,930 --> 00:21:06,563
'cause you can give them everything.

543
00:21:08,040 --> 00:21:09,760
I've actually looked at the stats,

544
00:21:09,760 --> 00:21:14,760
and it's about roughly 20
to 25% will get it done.

545
00:21:15,460 --> 00:21:17,050
Even though you give them everything,

546
00:21:17,050 --> 00:21:19,170
you give them all the worksheets
and all the templates,

547
00:21:19,170 --> 00:21:20,003
the other people,

548
00:21:20,003 --> 00:21:22,160
they still say it's valuable
though, that's the thing.

549
00:21:22,160 --> 00:21:24,860
Everybody will still say
it is massively valuable

550
00:21:24,860 --> 00:21:27,840
because it shifts their
mindset, it gets them pieces.

551
00:21:27,840 --> 00:21:30,500
Even if they just come out of the webinar,

552
00:21:30,500 --> 00:21:31,333
like, so, it's a webinar workshop,

553
00:21:31,333 --> 00:21:35,500
it's a story-selling webinar
workshop, eight weeks.

554
00:21:35,500 --> 00:21:36,470
They'll come out of it

555
00:21:36,470 --> 00:21:38,760
with at least their five stories done,

556
00:21:38,760 --> 00:21:40,920
which you can use anywhere,
you can use on social media,

557
00:21:40,920 --> 00:21:44,680
you can use in your business,
you can use an email.

558
00:21:44,680 --> 00:21:46,750
Like they have something
and they see it as valuable,

559
00:21:46,750 --> 00:21:48,960
they just didn't get it done.

560
00:21:48,960 --> 00:21:49,900
- Yeah, so, this is where,

561
00:21:49,900 --> 00:21:51,270
like, I'm not giving them a choice,

562
00:21:51,270 --> 00:21:52,580
we're literally doing it.

563
00:21:52,580 --> 00:21:55,540
We're getting my video
editors, my copywriters,

564
00:21:55,540 --> 00:21:57,470
my developers, my graphics designers.

565
00:21:57,470 --> 00:22:00,100
Like I'm holding you hostage
on a Zoom call to meet with me,

566
00:22:00,100 --> 00:22:00,950
like, only way they don't get it,

567
00:22:00,950 --> 00:22:02,660
is if they don't meet with me.

568
00:22:02,660 --> 00:22:04,550
So, it's like, they're
gonna get one-on-one time,

569
00:22:04,550 --> 00:22:06,680
they're gonna get everything
actually built for them.

570
00:22:06,680 --> 00:22:08,640
Like, I mean, we'll see how it goes,

571
00:22:08,640 --> 00:22:09,490
'cause I'm just launching it,

572
00:22:09,490 --> 00:22:11,080
that's why I'm letting
some people in on the beta.

573
00:22:11,080 --> 00:22:11,913
So, we'll see

574
00:22:12,930 --> 00:22:15,960
if I can actually manage to
make sure they like focus

575
00:22:15,960 --> 00:22:18,860
for 90 days and stick through
it, but that's the goal.

576
00:22:18,860 --> 00:22:20,610
I mean, it's like, they have
very little time commitment

577
00:22:20,610 --> 00:22:22,710
and they come out of the end
of it with everything done.

578
00:22:22,710 --> 00:22:24,780
And all of the teaching
portion that happens

579
00:22:24,780 --> 00:22:27,070
isn't teaching you like
how to write a book,

580
00:22:27,070 --> 00:22:28,080
how to design a cover.

581
00:22:28,080 --> 00:22:30,400
It's like you have a book
physically in your hands,

582
00:22:30,400 --> 00:22:32,450
now what do you do with it to make money?

583
00:22:32,450 --> 00:22:33,720
Like, that's the teaching pace.

584
00:22:33,720 --> 00:22:34,940
And it's like, we're doing,

585
00:22:34,940 --> 00:22:36,850
I mean, we're doing a whole
bunch of stuff inside of it.

586
00:22:36,850 --> 00:22:38,680
Like, it's crazy what all
I'm doing inside of it,

587
00:22:38,680 --> 00:22:40,880
but it's the same model.

588
00:22:40,880 --> 00:22:42,710
And it sounds like, I
wanna kind of circle back

589
00:22:42,710 --> 00:22:43,677
to where you were
talking about challenges,

590
00:22:43,677 --> 00:22:46,180
and you were talking like a
five to eight-minute video

591
00:22:46,180 --> 00:22:47,920
and then giving them
a homework assignment,

592
00:22:47,920 --> 00:22:50,100
that sounds completely different

593
00:22:50,100 --> 00:22:51,480
from the challenge model that I'm used to.

594
00:22:51,480 --> 00:22:52,990
I'm used to like Pedro's model,

595
00:22:52,990 --> 00:22:55,140
where it's like, you have five days

596
00:22:55,140 --> 00:22:57,530
and you're like an hour
to two hours every day,

597
00:22:57,530 --> 00:22:59,270
and then there's always this like bonus,

598
00:22:59,270 --> 00:23:00,833
like six days, seven days.

599
00:23:01,810 --> 00:23:03,970
Yeah, so, describe what
you're talking about

600
00:23:03,970 --> 00:23:04,830
in the challenge model,

601
00:23:04,830 --> 00:23:06,860
'cause it's something I haven't heard.

602
00:23:06,860 --> 00:23:07,920
- Sure.

603
00:23:07,920 --> 00:23:10,050
So, I have to give credit
where credit's due.

604
00:23:10,050 --> 00:23:13,593
This goes to Alina Vincent,
who is absolutely awesome.

605
00:23:14,750 --> 00:23:16,920
So, before working with Alina,

606
00:23:16,920 --> 00:23:21,040
I had done six challenges
and I'd broken even.

607
00:23:21,040 --> 00:23:23,720
One, I did about 20K in sales,

608
00:23:23,720 --> 00:23:27,000
the other ones, I either
lost money or broke even.

609
00:23:27,000 --> 00:23:30,230
At the end of all of
them, I think I profit,

610
00:23:30,230 --> 00:23:33,060
like profit in the bank
was a couple grand,

611
00:23:33,060 --> 00:23:34,770
like three, four grand.

612
00:23:34,770 --> 00:23:35,923
Working with Elena.

613
00:23:36,980 --> 00:23:39,330
So, she's the one who teaches us,

614
00:23:39,330 --> 00:23:41,160
I'll give you the broad overview.

615
00:23:41,160 --> 00:23:44,873
The idea is that people aren't
gonna watch an hour a day.

616
00:23:46,030 --> 00:23:48,310
Like nobody in their right mind

617
00:23:48,310 --> 00:23:50,420
is going to do that, especially.

618
00:23:50,420 --> 00:23:51,990
So, there was one guy's that I went to

619
00:23:51,990 --> 00:23:54,510
that was like, perfect example of this.

620
00:23:54,510 --> 00:23:59,510
It was how to use surveys
and application funnels.

621
00:24:01,060 --> 00:24:04,610
And he would get on for
an hour and just blabber.

622
00:24:04,610 --> 00:24:07,510
Like it was obvious that he
knew what he was talking about,

623
00:24:07,510 --> 00:24:09,610
but he was horrible at teaching.

624
00:24:09,610 --> 00:24:11,100
And like that challenge,

625
00:24:11,100 --> 00:24:13,550
I attended two days and I sent him a note

626
00:24:13,550 --> 00:24:16,113
and I was like, hey, I want my $97 back,

627
00:24:16,990 --> 00:24:19,530
that was your risk reversal.

628
00:24:19,530 --> 00:24:21,810
Like, I appreciate that you
seem to know what you're doing,

629
00:24:21,810 --> 00:24:23,350
but you're horrible at teaching it.

630
00:24:23,350 --> 00:24:24,670
And you're not putting any thought

631
00:24:24,670 --> 00:24:26,150
into preparing a lesson plan,

632
00:24:26,150 --> 00:24:28,450
you're just getting on and yapping,

633
00:24:28,450 --> 00:24:30,440
and that's not gonna work for me.

634
00:24:30,440 --> 00:24:35,440
And he refunded his money and
apologized, hats off to him.

635
00:24:35,710 --> 00:24:40,363
So, going back, so, what's
the real point of a challenge?

636
00:24:41,210 --> 00:24:42,043
I'll ask you.

637
00:24:43,060 --> 00:24:43,893
I think you'll get this right.

638
00:24:43,893 --> 00:24:45,470
- I know like all the Pedro stuff

639
00:24:45,470 --> 00:24:46,820
and everything he's been teaching,

640
00:24:46,820 --> 00:24:50,840
and it's really to help them
take some immediate action,

641
00:24:50,840 --> 00:24:54,340
build know, like, and trust
over the course of multiple days

642
00:24:54,340 --> 00:24:55,810
and then get them to take the next action

643
00:24:55,810 --> 00:24:56,790
that you're asking them to take.

644
00:24:56,790 --> 00:24:57,623
I mean, so, it's like,

645
00:24:57,623 --> 00:24:59,280
you kind of got the
marketing perspective on it,

646
00:24:59,280 --> 00:25:00,890
which is obviously the
sell the thing at the end

647
00:25:00,890 --> 00:25:02,010
and building trust.

648
00:25:02,010 --> 00:25:04,280
And then you've got what
the person gets out of it,

649
00:25:04,280 --> 00:25:06,863
which they're supposed
to execute something.

650
00:25:06,863 --> 00:25:08,370
Like it's supposed to be very specific,

651
00:25:08,370 --> 00:25:10,770
like achieve X and Y days for free,

652
00:25:10,770 --> 00:25:12,600
like a free five-day
challenge kind of deal.

653
00:25:12,600 --> 00:25:14,600
They should achieve the thing,

654
00:25:14,600 --> 00:25:16,540
it will say that I don't
think I've seen one

655
00:25:16,540 --> 00:25:18,930
where that actually happens yet.

656
00:25:18,930 --> 00:25:21,530
- Okay, so, that's perfect.

657
00:25:21,530 --> 00:25:24,760
What you're trying to
do more than anything,

658
00:25:24,760 --> 00:25:26,660
is build the know, like, trust factor.

659
00:25:28,530 --> 00:25:30,070
That's the core.

660
00:25:30,070 --> 00:25:33,943
The idea of having them
get an outcome, is great.

661
00:25:35,350 --> 00:25:36,820
The outcome though,

662
00:25:36,820 --> 00:25:39,770
this is the thing that
I think Pedro misses.

663
00:25:39,770 --> 00:25:41,840
You and I, whatever
we're gonna teach, right?

664
00:25:41,840 --> 00:25:44,320
If I'm teaching webinars,
I'm at a level 10.

665
00:25:44,320 --> 00:25:48,570
I've put 10,000 hours
into stage presentations,

666
00:25:48,570 --> 00:25:52,000
breaking down stage
presentations, doing all of that.

667
00:25:52,000 --> 00:25:54,290
Most people coming into your challenge,

668
00:25:54,290 --> 00:25:56,420
even if they have a successful business,

669
00:25:56,420 --> 00:25:57,680
the reason they're there,

670
00:25:57,680 --> 00:25:59,813
is because they are at a level one or two.

671
00:26:00,780 --> 00:26:03,350
Your job, my job, our job in a challenge,

672
00:26:03,350 --> 00:26:06,383
is to get them to move half of a step.

673
00:26:07,810 --> 00:26:10,220
You want them, like the outcome,

674
00:26:10,220 --> 00:26:13,330
the last challenge I did
was unlock your story,

675
00:26:13,330 --> 00:26:18,330
and it was build one of the
five core stories that you need.

676
00:26:20,490 --> 00:26:23,083
I can do that with somebody in 15 minutes.

677
00:26:24,100 --> 00:26:27,470
The idea with the challenge,
is to give them something,

678
00:26:27,470 --> 00:26:28,840
'cause get them into momentum, right?

679
00:26:28,840 --> 00:26:30,140
Do you know who Alex Charfen is?

680
00:26:30,140 --> 00:26:30,973
- Mm-hmm.

681
00:26:30,973 --> 00:26:31,806
- I don't know if you know Alex.

682
00:26:31,806 --> 00:26:36,060
So, Alex had probably four
or five years ago now,

683
00:26:36,060 --> 00:26:37,910
him and I, this is like a side story.

684
00:26:39,450 --> 00:26:40,630
I was at an event,

685
00:26:40,630 --> 00:26:42,990
and he called me up on stage
and did a hot seat with me.

686
00:26:42,990 --> 00:26:44,330
And we were talking about goals

687
00:26:44,330 --> 00:26:47,090
and morning routines and income.

688
00:26:47,090 --> 00:26:50,660
And he was like, you've got
to bring the target closer.

689
00:26:50,660 --> 00:26:52,740
Like in order to get into momentum,

690
00:26:52,740 --> 00:26:54,330
he was like, what happens if you get up

691
00:26:54,330 --> 00:26:57,713
and your goal is to do 100
sales calls in the day?

692
00:26:58,640 --> 00:26:59,650
Well, you're gonna get through five,

693
00:26:59,650 --> 00:27:01,230
you're gonna get through 10,

694
00:27:01,230 --> 00:27:03,110
and then you're gonna find
an excuse to take a break,

695
00:27:03,110 --> 00:27:04,790
especially if you don't have a sale.

696
00:27:04,790 --> 00:27:05,850
And then you're gonna get to,

697
00:27:05,850 --> 00:27:07,530
maybe you get to like 30 for the day,

698
00:27:07,530 --> 00:27:09,280
and then you're going to beat yourself up.

699
00:27:09,280 --> 00:27:11,720
And because you're in pain and suffering,

700
00:27:11,720 --> 00:27:13,610
you're going to shut down.

701
00:27:13,610 --> 00:27:14,443
This is what happens

702
00:27:14,443 --> 00:27:16,820
with people who go to
the gym new years, right?

703
00:27:16,820 --> 00:27:19,370
I'm gonna crush it this
year, I'm losing 20 pounds,

704
00:27:19,370 --> 00:27:20,770
I'm gonna be in the best shape of my life.

705
00:27:20,770 --> 00:27:23,080
They go to the gym for five
hours on the first day,

706
00:27:23,080 --> 00:27:24,830
day two, they wake up and they're sore,

707
00:27:24,830 --> 00:27:28,230
and they're like, oh man, I'm
still gonna go to the gym.

708
00:27:28,230 --> 00:27:30,150
And they spend an hour at the gym.

709
00:27:30,150 --> 00:27:32,880
Well, day three, they're
sore, they're tired,

710
00:27:32,880 --> 00:27:34,500
they've got 50 other things to do,

711
00:27:34,500 --> 00:27:37,140
they haven't built a habit or routine,

712
00:27:37,140 --> 00:27:39,640
nor do they see any momentum,

713
00:27:39,640 --> 00:27:42,110
instead they see the
opposite and they stop.

714
00:27:42,110 --> 00:27:43,860
So, let's apply that
to this challenge model

715
00:27:43,860 --> 00:27:44,693
that we're talking about.

716
00:27:44,693 --> 00:27:47,490
Alina is the one who
like, broke me of this.

717
00:27:47,490 --> 00:27:48,690
She was like, you're.

718
00:27:48,690 --> 00:27:50,070
'Cause I was doing exactly that,

719
00:27:50,070 --> 00:27:52,100
I was teaching an hour each day.

720
00:27:52,100 --> 00:27:54,080
And I had worksheets and a workbook.

721
00:27:54,080 --> 00:27:59,050
And she was like, five to eight minutes,

722
00:27:59,050 --> 00:28:02,963
you explain one simple
thing that they can do,

723
00:28:04,350 --> 00:28:06,370
one simple thing.

724
00:28:06,370 --> 00:28:08,923
Then you reward them for doing it.

725
00:28:10,040 --> 00:28:14,360
So, I won't go through her
whole thing, like it really is,

726
00:28:14,360 --> 00:28:17,230
she teaches it different
than anyone I'd ever seen.

727
00:28:17,230 --> 00:28:19,880
I took three courses on
challenges before I did them.

728
00:28:21,030 --> 00:28:23,640
She does it different than
everybody and it gets results.

729
00:28:23,640 --> 00:28:25,890
The end of it, the biggest thing,

730
00:28:25,890 --> 00:28:29,900
is to spend some time
getting them, the people,

731
00:28:29,900 --> 00:28:32,660
to see you as the person
that can help them

732
00:28:32,660 --> 00:28:34,970
and to get them to future pace themselves

733
00:28:34,970 --> 00:28:39,000
into the result that you get.

734
00:28:39,000 --> 00:28:42,093
The other thing that she
teaches, which I think is so key,

735
00:28:43,350 --> 00:28:46,110
and I didn't see Pedro to do this,

736
00:28:46,110 --> 00:28:49,550
is the outcome of your challenge,

737
00:28:49,550 --> 00:28:54,550
needs to be the one step before
the thing that you teach.

738
00:28:54,950 --> 00:28:58,440
So, I teach webinars, I
teach story-selling webinars.

739
00:28:58,440 --> 00:29:02,020
It's 50% Russell Brunson's
perfect webinar formula

740
00:29:02,020 --> 00:29:05,720
and 50% what I learned building
more than 40 live events

741
00:29:05,720 --> 00:29:08,460
and speaking on more than 200 stages.

742
00:29:08,460 --> 00:29:09,910
It's those two things combined.

743
00:29:09,910 --> 00:29:12,370
So, there's interactivity,
there's stories.

744
00:29:12,370 --> 00:29:14,670
So, what's the first thing
that they need before that?

745
00:29:14,670 --> 00:29:15,840
They need a story.

746
00:29:15,840 --> 00:29:19,223
Well, so, my challenge,
was build one story.

747
00:29:20,510 --> 00:29:22,440
Once they've got that, what
do you do with the story?

748
00:29:22,440 --> 00:29:24,000
Where do you use that in your marketing?

749
00:29:24,000 --> 00:29:25,130
It's kind of where you were talking about

750
00:29:25,130 --> 00:29:26,330
with the book, right?

751
00:29:26,330 --> 00:29:27,750
But if you try to get them

752
00:29:27,750 --> 00:29:30,940
to write an entire book and a
challenge, could you do that?

753
00:29:30,940 --> 00:29:33,080
Sure, you could lecture
for two hours a day

754
00:29:33,080 --> 00:29:34,770
and give them a ton of worksheets.

755
00:29:34,770 --> 00:29:36,300
And could you write a book in a week?

756
00:29:36,300 --> 00:29:38,440
Sure, I've done one in a weekend.

757
00:29:38,440 --> 00:29:39,273
But you've got,

758
00:29:39,273 --> 00:29:41,900
like, you're crushing
yourself to get it out.

759
00:29:41,900 --> 00:29:43,320
If instead it was,

760
00:29:43,320 --> 00:29:46,973
let's do the title and
the blurb for your book.

761
00:29:48,000 --> 00:29:49,710
Well, now you've got the idea,

762
00:29:49,710 --> 00:29:52,610
do you want to actually do the book?

763
00:29:52,610 --> 00:29:55,110
I'll take you through
how we do the outline,

764
00:29:55,110 --> 00:29:56,410
how we build in the CTAs,

765
00:29:56,410 --> 00:29:58,132
all of that is the sale piece, right?

766
00:29:58,132 --> 00:30:01,700
That's what you do on your
webinar outside of the challenge.

767
00:30:01,700 --> 00:30:02,730
And like when Alina,

768
00:30:02,730 --> 00:30:06,080
like those two things that
Alina like shifted for me,

769
00:30:06,080 --> 00:30:10,260
the next challenge that we
did, we did over 50K in sales,

770
00:30:10,260 --> 00:30:11,620
like, right out of the gate, with.

771
00:30:11,620 --> 00:30:13,070
Like, the first one,

772
00:30:13,070 --> 00:30:14,920
I was like, I don't know
how this is gonna work.

773
00:30:14,920 --> 00:30:18,410
I'd burned out a lot
of JV, not burned out,

774
00:30:18,410 --> 00:30:19,660
Like they were still
willing to work with me,

775
00:30:19,660 --> 00:30:22,410
but they literally just
promoted me two months before.

776
00:30:22,410 --> 00:30:24,033
So, I didn't have a lot of JVs.

777
00:30:24,970 --> 00:30:28,720
We ended up, we had about
480 people register.

778
00:30:28,720 --> 00:30:32,940
We had 250 show up on day one.

779
00:30:32,940 --> 00:30:35,930
The first webinar that
we did, we had 45 people,

780
00:30:35,930 --> 00:30:39,080
the second one, we had like, mid thirties

781
00:30:41,760 --> 00:30:43,200
selling a one-grand course.

782
00:30:43,200 --> 00:30:46,850
And we sold mid thirties into the course,

783
00:30:50,150 --> 00:30:52,380
plus I got two one-on-one
clients out of it.

784
00:30:52,380 --> 00:30:54,393
So, that's the results.

785
00:30:55,530 --> 00:30:57,250
But that is the best model that I've seen,

786
00:30:57,250 --> 00:30:59,630
because it builds the
know, like, trust factor,

787
00:30:59,630 --> 00:31:01,740
and it's gotta be fun.

788
00:31:01,740 --> 00:31:04,220
So, like, I think Pedro,

789
00:31:04,220 --> 00:31:06,110
Pedro in himself is fun,

790
00:31:06,110 --> 00:31:08,510
but like he doesn't teach
people to make it fun.

791
00:31:08,510 --> 00:31:10,540
Because people aren't
going to show up for,

792
00:31:10,540 --> 00:31:13,030
like, this this is one of,

793
00:31:13,030 --> 00:31:15,880
so, one of the stories that
I teach, is called parables,

794
00:31:15,880 --> 00:31:17,130
here's one of them.

795
00:31:18,320 --> 00:31:20,890
I want you to think about
your favorite teacher

796
00:31:20,890 --> 00:31:22,290
that you had in high school.

797
00:31:23,570 --> 00:31:24,560
You got him?

798
00:31:24,560 --> 00:31:25,690
- Yep.

799
00:31:25,690 --> 00:31:26,523
- Okay, now I want you to think

800
00:31:26,523 --> 00:31:28,130
about your least favorite teacher,

801
00:31:28,130 --> 00:31:31,133
the teacher that you, like
went to class and you cringed.

802
00:31:32,010 --> 00:31:32,843
- Yup.

803
00:31:32,843 --> 00:31:34,950
- Chances are that you went
into that person's class.

804
00:31:34,950 --> 00:31:38,090
I remember mine, Mr. Hoff.

805
00:31:38,090 --> 00:31:40,080
He would stand at the board,

806
00:31:40,080 --> 00:31:44,620
he was like algebra and calculus.

807
00:31:44,620 --> 00:31:46,470
He would be standing at
the board, scribbling.

808
00:31:46,470 --> 00:31:47,430
You come in and sit down,

809
00:31:47,430 --> 00:31:49,020
he look over his shoulder and glare at you

810
00:31:49,020 --> 00:31:51,340
and he'd be like, do you
get your homework done?

811
00:31:51,340 --> 00:31:52,560
And he'd be writing.

812
00:31:52,560 --> 00:31:54,720
And like, by five minutes into class,

813
00:31:54,720 --> 00:31:56,260
he had the whole board filled up.

814
00:31:56,260 --> 00:31:58,060
Your mind was overloaded.

815
00:31:58,060 --> 00:32:00,120
And if you're like me, I went
to sleep, I passed notes,

816
00:32:00,120 --> 00:32:03,060
or most of the time I just
left out the back door.

817
00:32:03,060 --> 00:32:05,750
Now, if you think about
your favorite teacher,

818
00:32:05,750 --> 00:32:07,680
you probably walked into their class,

819
00:32:07,680 --> 00:32:09,900
you could show up a
couple of minutes late,

820
00:32:09,900 --> 00:32:13,410
they were probably laughing,
they probably knew your name,

821
00:32:13,410 --> 00:32:15,193
they probably were more engaging,

822
00:32:16,690 --> 00:32:21,240
and they probably taught
less, if you're honest.

823
00:32:21,240 --> 00:32:26,240
But if I ask you now, which one
you remember something from,

824
00:32:29,920 --> 00:32:31,963
and which one would listen to,

825
00:32:33,110 --> 00:32:34,930
it'd be the person who taught less.

826
00:32:34,930 --> 00:32:36,930
It's not the person who taught more,

827
00:32:36,930 --> 00:32:39,090
it's not the person who
probably even knew more.

828
00:32:39,090 --> 00:32:42,233
Mr. Hoff was smart, he's super smart.

829
00:32:43,140 --> 00:32:44,380
But just because he was super smart,

830
00:32:44,380 --> 00:32:45,910
didn't mean that I understood anything

831
00:32:45,910 --> 00:32:49,163
he was teaching me about calculus, right?

832
00:32:50,257 --> 00:32:52,450
The moral of this story,

833
00:32:52,450 --> 00:32:53,990
and what I want you to take away is,

834
00:32:53,990 --> 00:32:56,563
it's not as coaches, consultants,

835
00:32:57,690 --> 00:32:59,610
I consider myself a consultant,

836
00:32:59,610 --> 00:33:01,053
a lot of times,

837
00:33:02,170 --> 00:33:03,590
especially people starting out,

838
00:33:03,590 --> 00:33:06,730
we think that our intrinsic value

839
00:33:06,730 --> 00:33:10,770
is to dump all the information
we can, onto a person.

840
00:33:10,770 --> 00:33:12,850
And our ego is tied to that.

841
00:33:12,850 --> 00:33:14,480
So, we solve people's problems,

842
00:33:14,480 --> 00:33:16,500
we over solve people's problems, right?

843
00:33:16,500 --> 00:33:18,090
This happens on discovery
calls all the time.

844
00:33:18,090 --> 00:33:21,800
If you're not selling on your
discovery calls, when you,

845
00:33:21,800 --> 00:33:24,730
even if they know it's a sales
call, if you're not selling,

846
00:33:24,730 --> 00:33:26,150
it's not because you're off,

847
00:33:26,150 --> 00:33:27,135
it might be because your off,

848
00:33:27,135 --> 00:33:28,090
it might be because your
off is not very good,

849
00:33:28,090 --> 00:33:29,070
but chances are,

850
00:33:29,070 --> 00:33:31,360
it's because you're coaching on that call

851
00:33:31,360 --> 00:33:33,160
instead of doing a sales call.

852
00:33:33,160 --> 00:33:35,110
Because you feel,

853
00:33:35,110 --> 00:33:39,640
in order to provide value,
you have to fix their problem.

854
00:33:39,640 --> 00:33:41,380
It takes a very secure person

855
00:33:41,380 --> 00:33:42,860
to be like, I'm not fixing your problem,

856
00:33:42,860 --> 00:33:44,160
if you want me to fix your problem,

857
00:33:44,160 --> 00:33:49,160
it's 20K, or it's 6K, or
whatever your cost is.

858
00:33:49,200 --> 00:33:51,390
I can promise you that on the person,

859
00:33:51,390 --> 00:33:53,210
here's what you're doing wrong.

860
00:33:53,210 --> 00:33:55,337
If you wanna fix it, it's 10K.

861
00:33:55,337 --> 00:33:59,210
And I'm happy to work with
you, and I know I can fix it.

862
00:33:59,210 --> 00:34:03,380
That's like a, that comes from
a much different place than,

863
00:34:03,380 --> 00:34:05,130
oh, my goodness, I can
tell you what to fix,

864
00:34:05,130 --> 00:34:06,260
do this, and then do this.

865
00:34:06,260 --> 00:34:07,810
And then like, they're like,

866
00:34:07,810 --> 00:34:09,560
oh my goodness, you
provided so much value.

867
00:34:09,560 --> 00:34:12,410
It's the difference in the speaking world,

868
00:34:12,410 --> 00:34:13,370
we call it the difference

869
00:34:13,370 --> 00:34:15,830
between speaking first standing ovation,

870
00:34:15,830 --> 00:34:17,010
where people are like, oh my God,

871
00:34:17,010 --> 00:34:18,540
that was the best speech ever.

872
00:34:18,540 --> 00:34:19,930
And people go into the back of the room

873
00:34:19,930 --> 00:34:21,430
and buying your stuff.

874
00:34:21,430 --> 00:34:25,340
People, when you do a speech that sells,

875
00:34:25,340 --> 00:34:27,490
you will rarely get a standing ovation.

876
00:34:27,490 --> 00:34:28,480
If you did it right,

877
00:34:28,480 --> 00:34:29,627
you'll have a few people come up to you

878
00:34:29,627 --> 00:34:31,400
and are pissed, right?

879
00:34:31,400 --> 00:34:35,210
They're like, dude, you
didn't solve my problem,

880
00:34:35,210 --> 00:34:36,430
because what you're really doing,

881
00:34:36,430 --> 00:34:40,160
sales is what drives sales
in a speech or in a webinar,

882
00:34:40,160 --> 00:34:42,450
is future pacing people into the result

883
00:34:42,450 --> 00:34:46,080
and creating open loops that
drive to the sale, right?

884
00:34:46,080 --> 00:34:49,320
So, you create the open
loop here and it's closed,

885
00:34:49,320 --> 00:34:51,120
hey, if you want me to close that loop,

886
00:34:51,120 --> 00:34:52,850
if you want the tool, if you want the tip,

887
00:34:52,850 --> 00:34:56,500
the trick, if you want my time,
you have to buy it, right?

888
00:34:56,500 --> 00:34:58,320
And people will get pissed.

889
00:34:58,320 --> 00:34:59,590
If you do it right,

890
00:34:59,590 --> 00:35:01,530
you'll have one or two people
who come up and be like,

891
00:35:01,530 --> 00:35:02,812
can't you just fix this for me?

892
00:35:02,812 --> 00:35:05,680
Blah, blah, blah, go to
the back of the room.

893
00:35:05,680 --> 00:35:06,950
But you'll know that you're successful

894
00:35:06,950 --> 00:35:09,820
because you'll have people at
the back of the room buying.

895
00:35:09,820 --> 00:35:10,750
Dan Kennedy taught me that.

896
00:35:10,750 --> 00:35:12,943
And I like, I fought it the first year,

897
00:35:12,943 --> 00:35:14,867
because I came in completely like,

898
00:35:14,867 --> 00:35:16,480
I used to work in restaurants,

899
00:35:16,480 --> 00:35:18,240
I came in, I was like, oh,
I'm gonna be a speaker,

900
00:35:18,240 --> 00:35:20,190
maybe Tony Robbins, it's gonna be amazing,

901
00:35:20,190 --> 00:35:21,520
I'm gonna change lives.

902
00:35:21,520 --> 00:35:23,670
Tony Robbins is great,
I love Tony Robbins.

903
00:35:24,630 --> 00:35:28,090
But if you look at his events,
he drives people to buy.

904
00:35:28,090 --> 00:35:30,920
Every single day of the
event multiple times,

905
00:35:30,920 --> 00:35:34,470
he's giving value and
he's creating open loops,

906
00:35:34,470 --> 00:35:36,000
and he's saying, hey,
if you wanna go forward,

907
00:35:36,000 --> 00:35:38,980
if you want the next step,
if you want to get the result

908
00:35:38,980 --> 00:35:41,870
that I'm promising longterm, go buy.

909
00:35:41,870 --> 00:35:45,570
- Yep, and he's good at
partnering with Dean Graziosi too,

910
00:35:45,570 --> 00:35:47,100
who is just like a fantastic,

911
00:35:47,100 --> 00:35:48,380
little closer cheerleader for him.

912
00:35:48,380 --> 00:35:50,060
Like, it's just like, you don't even know

913
00:35:50,060 --> 00:35:51,960
where one starts and the
other begins at this point,

914
00:35:51,960 --> 00:35:54,250
they're just like one person basically.

915
00:35:54,250 --> 00:35:56,590
But it's like, it's a
good little combo move.

916
00:35:56,590 --> 00:35:57,930
I mean, I always thought of it for me,

917
00:35:57,930 --> 00:36:00,810
like it felt okay to talk
into sales call to talk sales.

918
00:36:00,810 --> 00:36:01,890
Because I guess for me,

919
00:36:01,890 --> 00:36:04,970
the problem was more that they
needed to make a decision.

920
00:36:04,970 --> 00:36:07,190
Like, so, I was still solving a problem,

921
00:36:07,190 --> 00:36:08,250
I was solving the problem

922
00:36:08,250 --> 00:36:10,663
of, they don't know
what their next step is,

923
00:36:11,512 --> 00:36:13,430
and we're gonna solve that, you know?

924
00:36:13,430 --> 00:36:15,770
And it's like, then we can talk about it.

925
00:36:15,770 --> 00:36:17,300
- But that's different than,

926
00:36:17,300 --> 00:36:18,710
I mean, I know so many people

927
00:36:18,710 --> 00:36:19,830
that show up on discovery calls.

928
00:36:19,830 --> 00:36:20,663
If somebody tells me

929
00:36:20,663 --> 00:36:21,950
that that's a challenge
that they're having,

930
00:36:21,950 --> 00:36:23,470
especially on the back end of a webinar

931
00:36:23,470 --> 00:36:25,200
where they've pre-framed it correctly,

932
00:36:25,200 --> 00:36:26,260
if I watched the call,

933
00:36:26,260 --> 00:36:28,223
it's the person gets on and they say,

934
00:36:30,528 --> 00:36:32,028
we'll use social media, right?

935
00:36:33,000 --> 00:36:34,490
They get on, and they're like, okay, cool,

936
00:36:34,490 --> 00:36:36,310
you're gonna show me how
to build social media,

937
00:36:36,310 --> 00:36:38,360
you're gonna show me how
to do the social posts,

938
00:36:38,360 --> 00:36:40,700
you're gonna show me how
to get more engagement.

939
00:36:40,700 --> 00:36:41,533
And the person's like,

940
00:36:41,533 --> 00:36:42,910
yeah, tell me a little
bit about your business.

941
00:36:42,910 --> 00:36:44,090
They listen, and then they're like,

942
00:36:44,090 --> 00:36:45,030
well, this is what I would do,

943
00:36:45,030 --> 00:36:46,730
I would do this, and I would do this,

944
00:36:46,730 --> 00:36:49,460
then I would write this post this way.

945
00:36:49,460 --> 00:36:52,890
You have now killed any
chance of making a sale,

946
00:36:52,890 --> 00:36:54,380
because you've made the person

947
00:36:54,380 --> 00:36:57,833
feel like they got the
outcome, number one, because,

948
00:36:59,230 --> 00:37:01,200
how many times have you bought a book,

949
00:37:01,200 --> 00:37:03,430
maybe this doesn't apply
to you specifically,

950
00:37:03,430 --> 00:37:04,400
but you've bought a book,

951
00:37:04,400 --> 00:37:05,960
you've been like, you've
had a problem, right?

952
00:37:05,960 --> 00:37:08,610
How do I grow better
tomatoes in my garden?

953
00:37:08,610 --> 00:37:09,890
So, you Google it,

954
00:37:09,890 --> 00:37:12,600
and then you buy three
books on it, they arrive,

955
00:37:12,600 --> 00:37:14,060
and you flip through one of them

956
00:37:14,060 --> 00:37:15,470
and then they go on the shelf,

957
00:37:15,470 --> 00:37:16,900
or they go over here somewhere.

958
00:37:16,900 --> 00:37:19,150
And you're like, I've solved the problem,

959
00:37:19,150 --> 00:37:21,700
because if I need to fix
it, I know it's there.

960
00:37:21,700 --> 00:37:24,090
That's what you're doing on
the sales call, you just took,

961
00:37:24,090 --> 00:37:27,010
they're there because
they want the outcome,

962
00:37:27,010 --> 00:37:29,000
and you have, instead of saying,

963
00:37:29,000 --> 00:37:30,470
I can show you how to get that,

964
00:37:30,470 --> 00:37:32,120
I did that for my friend, Jane,

965
00:37:32,120 --> 00:37:35,570
I did this for this other
client, Joe, over here,

966
00:37:35,570 --> 00:37:37,970
I know exactly what you need to do.

967
00:37:37,970 --> 00:37:40,120
Here's what you're doing
wrong, so, this is the key,

968
00:37:40,120 --> 00:37:42,840
you always say, here's
what you're doing wrong.

969
00:37:42,840 --> 00:37:45,100
If you would like me to fix that for you,

970
00:37:45,100 --> 00:37:46,800
the way that we do that,
as we worked together

971
00:37:46,800 --> 00:37:48,750
for six weeks, eight weeks, nine weeks,

972
00:37:48,750 --> 00:37:51,430
or you buy my course, whatever it is.

973
00:37:51,430 --> 00:37:54,470
If you'd like, I'd be happy
to work with you on that,

974
00:37:54,470 --> 00:37:56,270
I know that it will fix your problem.

975
00:37:56,270 --> 00:37:59,100
And then you shut up, right?

976
00:37:59,100 --> 00:38:02,620
You've now shown them
the correct way to do it,

977
00:38:02,620 --> 00:38:04,900
you've shown them, because
you're right, the next steps.

978
00:38:04,900 --> 00:38:05,960
The next steps here,

979
00:38:05,960 --> 00:38:08,530
would be, we do this, and
then we'll do this together,

980
00:38:08,530 --> 00:38:10,180
and then we'll do this together.

981
00:38:10,180 --> 00:38:12,100
And that will fix your problem,

982
00:38:12,100 --> 00:38:14,330
especially with like what
you're selling, right?

983
00:38:14,330 --> 00:38:15,830
We are going to get on the call

984
00:38:15,830 --> 00:38:17,770
and we're going to do it together.

985
00:38:17,770 --> 00:38:19,580
The only way you will not get this done,

986
00:38:19,580 --> 00:38:21,430
is if you don't show up on the calls.

987
00:38:22,827 --> 00:38:25,890
Like, that's a, I mean, I
know you know how to sell.

988
00:38:25,890 --> 00:38:27,710
most people though,

989
00:38:27,710 --> 00:38:28,990
this comes from an ego place, right?

990
00:38:28,990 --> 00:38:31,460
It's the same thing that if
I look at somebody's webinar,

991
00:38:31,460 --> 00:38:32,880
right now, I have like four webinars,

992
00:38:32,880 --> 00:38:35,930
I do audits like optimization, right?

993
00:38:35,930 --> 00:38:37,530
They send me a webinar right now, ladies,

994
00:38:37,530 --> 00:38:42,223
like she had some really good
JV partners, really good.

995
00:38:43,310 --> 00:38:46,973
She had 800 people on our
webinar, and three sales.

996
00:38:47,810 --> 00:38:49,310
And she was like, what am I doing wrong?

997
00:38:49,310 --> 00:38:50,143
Right?

998
00:38:50,143 --> 00:38:53,600
Like, was like, that's bad, sorry.

999
00:38:53,600 --> 00:38:54,603
Like, I was like.

1000
00:38:55,620 --> 00:39:00,620
Well, I looked at it and she
literally starts no stories

1001
00:39:01,180 --> 00:39:02,453
and just starts teaching.

1002
00:39:03,650 --> 00:39:06,310
And like, she teaches for an hour,

1003
00:39:06,310 --> 00:39:08,130
and then is like, if you'd
like to buy the course,

1004
00:39:08,130 --> 00:39:11,250
you can go here, like
no stack, no open loops.

1005
00:39:11,250 --> 00:39:14,660
I'm like, no wonder nobody's buying.

1006
00:39:14,660 --> 00:39:17,560
Like you literally taught
for an hour and a half,

1007
00:39:17,560 --> 00:39:19,380
people are overwhelmed.

1008
00:39:19,380 --> 00:39:21,000
They know you know what
you're talking about,

1009
00:39:21,000 --> 00:39:21,890
but you also just,

1010
00:39:21,890 --> 00:39:24,950
if they took good notes
you gave them 90% of it,

1011
00:39:24,950 --> 00:39:27,170
and then you're like, go buy it.

1012
00:39:27,170 --> 00:39:29,623
That's never going to drive to a sale.

1013
00:39:30,640 --> 00:39:32,160
Like never (chuckles)

1014
00:39:32,160 --> 00:39:33,050
Never, ever, ever.

1015
00:39:33,050 --> 00:39:35,542
- Like, it would be very self-conscious

1016
00:39:35,542 --> 00:39:37,180
on a lot of the ones
that I've done recently.

1017
00:39:37,180 --> 00:39:39,340
I'm like, going through them in my head,

1018
00:39:39,340 --> 00:39:41,110
and it's like, I'm usually
a pretty good presenter,

1019
00:39:41,110 --> 00:39:42,827
but now I'm kinda like,

1020
00:39:42,827 --> 00:39:46,130
immensely auditing
everything I've done (laughs)

1021
00:39:46,130 --> 00:39:49,210
- Well, I mean, okay, so, we
were talking beforehand, right?

1022
00:39:49,210 --> 00:39:51,310
And you were saying, I love to teach.

1023
00:39:51,310 --> 00:39:54,160
It goes back to the, you're at a level 10,

1024
00:39:54,160 --> 00:39:56,610
the people coming in
are a level one or two.

1025
00:39:56,610 --> 00:39:59,020
Your big, the big thing you wanna do,

1026
00:39:59,020 --> 00:40:00,870
you can teach a little bit,

1027
00:40:00,870 --> 00:40:04,700
but you want to get them one big aha,

1028
00:40:04,700 --> 00:40:07,420
one big light bulb that
goes on over their head

1029
00:40:07,420 --> 00:40:09,300
that they're like, yes, right?

1030
00:40:09,300 --> 00:40:11,780
So, Russell runs her and call
it the opportunity switch.

1031
00:40:11,780 --> 00:40:13,360
I just call it like a light bulb moment

1032
00:40:13,360 --> 00:40:15,210
where they realize something.

1033
00:40:15,210 --> 00:40:17,500
- Yeah, right now it's
called the aha moment.

1034
00:40:17,500 --> 00:40:20,970
He says the, a, is like
the moment of like, wow,

1035
00:40:20,970 --> 00:40:23,090
and then, ha, is understanding.

1036
00:40:23,090 --> 00:40:25,500
So, it's like, you need
recognition and understanding

1037
00:40:25,500 --> 00:40:26,620
to go off in their head,

1038
00:40:26,620 --> 00:40:29,130
so, he calls it the aha
moment, but yeah, same concept.

1039
00:40:29,130 --> 00:40:31,890
- So, that happens, they pivot.

1040
00:40:31,890 --> 00:40:35,120
And then instead of
teaching them how to do it,

1041
00:40:35,120 --> 00:40:38,430
you show them the path,
and you show them, I mean-

1042
00:40:38,430 --> 00:40:41,100
- You let them take like, the first step.

1043
00:40:41,100 --> 00:40:43,960
- I wouldn't even do that,
just show them what not to do.

1044
00:40:43,960 --> 00:40:46,060
What not to do,

1045
00:40:46,060 --> 00:40:49,090
and results of people
that have listened to you

1046
00:40:49,090 --> 00:40:50,150
and what they've gotten,

1047
00:40:50,150 --> 00:40:55,150
this future paces people into
where they want to go, right?

1048
00:40:55,290 --> 00:40:59,030
Because if you're really honest,
you can probably give them,

1049
00:40:59,030 --> 00:41:01,270
if you, we'll use books,

1050
00:41:01,270 --> 00:41:03,560
you could probably, in
90 minutes to two hours,

1051
00:41:03,560 --> 00:41:05,780
tell somebody how to write a book.

1052
00:41:05,780 --> 00:41:06,690
- Mm-hmm.

1053
00:41:06,690 --> 00:41:10,530
- One out of probably 1,000,
will go and actually do it.

1054
00:41:10,530 --> 00:41:13,420
Most people can't take
notes that fast, they can't.

1055
00:41:13,420 --> 00:41:14,282
And they're not gonna implement,

1056
00:41:14,282 --> 00:41:16,450
because they're gonna be
extremely overwhelmed.

1057
00:41:16,450 --> 00:41:17,753
But if instead,

1058
00:41:19,190 --> 00:41:21,870
you get them to realize a
book is really what they need,

1059
00:41:21,870 --> 00:41:24,500
that would be the aha light bulb, like.

1060
00:41:24,500 --> 00:41:25,940
A book is gonna help me get on stages,

1061
00:41:25,940 --> 00:41:27,580
it's gonna help me attract better clients,

1062
00:41:27,580 --> 00:41:29,230
I can use that as a calling card.

1063
00:41:30,150 --> 00:41:31,740
So, now they're pivoted.

1064
00:41:31,740 --> 00:41:33,340
Now you want to show,

1065
00:41:33,340 --> 00:41:35,250
so, what you wanna do when
you're writing a book,

1066
00:41:35,250 --> 00:41:37,130
a lot of people try to sit down
and actually write the book,

1067
00:41:37,130 --> 00:41:40,150
that's something you don't wanna do bad.

1068
00:41:40,150 --> 00:41:41,930
But there are ways that
you can write a book

1069
00:41:41,930 --> 00:41:43,740
really quickly and easy.

1070
00:41:43,740 --> 00:41:45,320
Notice I didn't say what the waves were,

1071
00:41:45,320 --> 00:41:47,080
that's the open loop.

1072
00:41:47,080 --> 00:41:49,350
Then show a result.

1073
00:41:49,350 --> 00:41:52,200
I helped Joe write his book.

1074
00:41:52,200 --> 00:41:53,740
It took us four weeks,

1075
00:41:53,740 --> 00:41:55,770
then we got the cover
professionally designed.

1076
00:41:55,770 --> 00:41:58,460
And we did market research, I
knew exactly what to look for

1077
00:41:58,460 --> 00:41:59,770
'cause of help people write book,

1078
00:41:59,770 --> 00:42:00,880
and we got a cover

1079
00:42:00,880 --> 00:42:04,060
that made him stand out
amongst everything else.

1080
00:42:04,060 --> 00:42:07,140
Then we got him more than 100
positive reviews on Amazon

1081
00:42:07,140 --> 00:42:09,050
and got him bestseller.

1082
00:42:09,050 --> 00:42:10,240
Joe has now used this book

1083
00:42:10,240 --> 00:42:12,963
to make more than $100,000, whatever.

1084
00:42:14,030 --> 00:42:16,370
Like, that's like one little loop,

1085
00:42:16,370 --> 00:42:18,310
that will, everybody there,

1086
00:42:18,310 --> 00:42:20,470
if you just listen, you'll
probably like, fuck up, sorry.

1087
00:42:20,470 --> 00:42:21,523
I want that, like.

1088
00:42:23,150 --> 00:42:25,660
Yeah, I want a book now, books are great.

1089
00:42:25,660 --> 00:42:26,960
Books will get you on stages,

1090
00:42:26,960 --> 00:42:28,480
books will get you in front of customers

1091
00:42:28,480 --> 00:42:30,010
that you could never get anywhere else

1092
00:42:30,010 --> 00:42:31,610
if you're willing to
do the work to write it

1093
00:42:31,610 --> 00:42:34,443
and to mail it to people, great tool.

1094
00:42:36,190 --> 00:42:37,840
I try to write a book every year.

1095
00:42:41,270 --> 00:42:43,423
That's different than teaching.

1096
00:42:44,330 --> 00:42:45,310
A lot of people think,

1097
00:42:45,310 --> 00:42:47,540
well, I'm just gonna teach
because I'm really good at it.

1098
00:42:47,540 --> 00:42:49,720
And it's a completely different skillset.

1099
00:42:49,720 --> 00:42:51,010
I learned this the hard way,

1100
00:42:51,010 --> 00:42:54,090
the very first speech
that I ever gave on stage,

1101
00:42:54,090 --> 00:42:56,190
like, I spent three months building it,

1102
00:42:56,190 --> 00:42:58,830
I was so nervous and like so excited,

1103
00:42:58,830 --> 00:43:03,420
I spent like so much time and
energy, and exactly what I.

1104
00:43:03,420 --> 00:43:05,020
Like, I'm up on stage, just teaching

1105
00:43:05,020 --> 00:43:06,430
and like, I look out the front row,

1106
00:43:06,430 --> 00:43:07,960
there's like one guy drooling,

1107
00:43:07,960 --> 00:43:10,200
one lady taking notes like crazy,

1108
00:43:10,200 --> 00:43:12,220
and three people were
going out the back door.

1109
00:43:12,220 --> 00:43:13,160
I was like, why are they leaving?

1110
00:43:13,160 --> 00:43:14,400
I went and found them.

1111
00:43:14,400 --> 00:43:16,060
So, first off I get to the end,

1112
00:43:16,060 --> 00:43:18,860
and like, everyone was overwhelmed,

1113
00:43:18,860 --> 00:43:21,240
because I literally
crammed all of my knowledge

1114
00:43:21,240 --> 00:43:23,143
into like, 60 minutes.

1115
00:43:24,410 --> 00:43:26,050
But I went and found the people that left

1116
00:43:26,050 --> 00:43:28,607
and I was like, hey, did I
say something to offend you?

1117
00:43:28,607 --> 00:43:31,580
And they were like, dude,
I was so overwhelmed,

1118
00:43:31,580 --> 00:43:34,000
like my brain was shutting down.

1119
00:43:34,000 --> 00:43:37,930
And like, I didn't realize
that until probably,

1120
00:43:37,930 --> 00:43:40,530
I don't know, a year, 18 months later,

1121
00:43:40,530 --> 00:43:43,630
I went and I ended up joining
Dan Kennedy's program.

1122
00:43:43,630 --> 00:43:46,400
And Dan, if you don't know
Dan, crotchety old man,

1123
00:43:46,400 --> 00:43:50,880
bad grandpa meets like,
rockstar marketer from the 70s,

1124
00:43:50,880 --> 00:43:52,983
is the best way to describe it.

1125
00:43:56,030 --> 00:43:57,530
Well, first off he called me an idiot.

1126
00:43:57,530 --> 00:44:00,120
Like, I told him my story, I
was like, I held a live event,

1127
00:44:00,120 --> 00:44:02,870
I made like $9,000, I
thought it was awesome.

1128
00:44:02,870 --> 00:44:03,703
He was like, dude,

1129
00:44:03,703 --> 00:44:05,930
he like, literally like shook his head

1130
00:44:05,930 --> 00:44:09,971
and he kind of stutters, and
he's like, you're an idiot.

1131
00:44:09,971 --> 00:44:11,971
And like, he's shaking a little bit.

1132
00:44:11,971 --> 00:44:13,304
I was like, what?

1133
00:44:13,304 --> 00:44:17,100
I was like, I paid a couple
grand to go to his conference

1134
00:44:17,100 --> 00:44:18,750
and then like, a couple hundred dollars

1135
00:44:18,750 --> 00:44:20,250
to sit at his lunch table

1136
00:44:20,250 --> 00:44:21,890
so they could ask him one question,

1137
00:44:21,890 --> 00:44:23,700
and he just told me I'm an idiot.

1138
00:44:23,700 --> 00:44:26,380
But then I ended up joining
his program and he's like,

1139
00:44:26,380 --> 00:44:28,120
he just laid out kind of what we did.

1140
00:44:28,120 --> 00:44:29,530
'Cause I told him about that event,

1141
00:44:29,530 --> 00:44:31,400
and he was like, yeah,
you taught too much,

1142
00:44:31,400 --> 00:44:33,060
he was like, don't teach anything.

1143
00:44:33,060 --> 00:44:35,140
He was like, you're overwhelming people.

1144
00:44:35,140 --> 00:44:38,120
He was like, that's what
you taught in 60 minutes,

1145
00:44:38,120 --> 00:44:40,393
was enough to cover a three-day event.

1146
00:44:41,370 --> 00:44:42,850
He's like, you're not using stories,

1147
00:44:42,850 --> 00:44:44,160
you're not future pacing.

1148
00:44:44,160 --> 00:44:46,690
You're not, like you're
not creating open loops,

1149
00:44:46,690 --> 00:44:47,523
like all of that stuff.

1150
00:44:47,523 --> 00:44:48,990
I learned a ton from Dan,

1151
00:44:48,990 --> 00:44:50,180
and then I learned from Frank Kern,

1152
00:44:50,180 --> 00:44:54,200
and then I learned from
Russell, but that's.

1153
00:44:54,200 --> 00:44:56,690
Anyway, this has been a
wide ranging conversation-

1154
00:44:56,690 --> 00:44:58,900
- No, I think it is so good.

1155
00:44:58,900 --> 00:45:00,380
I know we started to webinars,

1156
00:45:00,380 --> 00:45:01,830
and then we veered off into left field,

1157
00:45:01,830 --> 00:45:03,560
but we veered off in a good way.

1158
00:45:03,560 --> 00:45:05,720
And it was a very engaging conversation.

1159
00:45:05,720 --> 00:45:07,720
And obviously, you help
people with webinars.

1160
00:45:07,720 --> 00:45:10,070
So, let's just use this
last couple minutes here to,

1161
00:45:10,070 --> 00:45:11,030
how do they find you?

1162
00:45:11,030 --> 00:45:13,330
How do they just go
stalk you and learn more?

1163
00:45:13,330 --> 00:45:14,240
- Sure.

1164
00:45:14,240 --> 00:45:16,597
If you want, I have a free course,

1165
00:45:16,597 --> 00:45:20,363
it's Death to Bad Webinars,
deathtobadwebinars.com.

1166
00:45:21,570 --> 00:45:24,590
Five videos, five worksheets,

1167
00:45:24,590 --> 00:45:26,530
there are some testimonials
and case studies

1168
00:45:26,530 --> 00:45:29,030
in there as well that you will get.

1169
00:45:29,030 --> 00:45:31,970
The case studies are, like,
they're like 20 minutes,

1170
00:45:31,970 --> 00:45:33,923
like full on, we break everything down.

1171
00:45:35,100 --> 00:45:37,660
That will also get you at the end of that,

1172
00:45:37,660 --> 00:45:39,500
if you wanna book on my calendar,

1173
00:45:39,500 --> 00:45:41,140
you can book on my calendar there.

1174
00:45:41,140 --> 00:45:42,610
If you just wanna jump on my calendar,

1175
00:45:42,610 --> 00:45:45,420
if you know that webinars
are something that you need,

1176
00:45:45,420 --> 00:45:47,730
I will tell you, you need to have a list

1177
00:45:47,730 --> 00:45:49,450
and you need to have an offer already.

1178
00:45:49,450 --> 00:45:50,580
If you have those things

1179
00:45:50,580 --> 00:45:52,830
and you would like my help with a webinar,

1180
00:45:52,830 --> 00:45:55,520
you can go to steven.coffee.

1181
00:45:55,520 --> 00:45:58,970
S-T-E-V-E-N, dot, C-O-F-F-E,

1182
00:45:58,970 --> 00:46:01,430
that will get you on my calendar.

1183
00:46:01,430 --> 00:46:02,263
Please show up.

1184
00:46:02,263 --> 00:46:04,240
If you show up, and you say,
I'm just getting started,

1185
00:46:04,240 --> 00:46:05,850
I will politely end the call

1186
00:46:05,850 --> 00:46:07,750
and send you to Death to Bad Webinars.

1187
00:46:09,170 --> 00:46:10,660
But if you know what you're doing

1188
00:46:10,660 --> 00:46:13,580
and you would really like
help, you can meet me there.

1189
00:46:13,580 --> 00:46:15,000
I do webinars audits,

1190
00:46:15,000 --> 00:46:17,490
where I will go through
your webinar line by line

1191
00:46:17,490 --> 00:46:18,450
and watch the video.

1192
00:46:18,450 --> 00:46:20,690
And so, I'd watch it on Loom,

1193
00:46:20,690 --> 00:46:23,070
I pause it and I will
give you direct feedback.

1194
00:46:23,070 --> 00:46:24,710
Usually, those videos are anywhere

1195
00:46:24,710 --> 00:46:27,103
between like three and five-hours long.

1196
00:46:28,020 --> 00:46:29,270
Extremely informative.

1197
00:46:29,270 --> 00:46:30,660
If you have a webinar

1198
00:46:30,660 --> 00:46:32,440
that's not performing the way you want,

1199
00:46:32,440 --> 00:46:33,930
I'm happy to do that,

1200
00:46:33,930 --> 00:46:37,150
Steven.coffee will talk
about what that looks like.

1201
00:46:37,150 --> 00:46:38,923
I usually charge 5K to do it.

1202
00:46:40,900 --> 00:46:42,600
Yeah, that's what I do.

1203
00:46:42,600 --> 00:46:43,640
- Yep, I love it.

1204
00:46:43,640 --> 00:46:47,063
I know where the rest of my
afternoon is gonna be spent.

1205
00:46:47,063 --> 00:46:49,530
(Christina laughing)

1206
00:46:49,530 --> 00:46:50,440
There were some good tips in there,

1207
00:46:50,440 --> 00:46:51,420
stuff I haven't heard before,

1208
00:46:51,420 --> 00:46:53,730
which is unusual 'cause I am a consumer,

1209
00:46:53,730 --> 00:46:56,590
a voracious consumer of
information and knowledge.

1210
00:46:56,590 --> 00:46:59,717
And it's like, I got new stuff
out of this, so, I'm excited.

1211
00:46:59,717 --> 00:47:00,910
(Christina laughing)

1212
00:47:00,910 --> 00:47:03,400
- I mean, I would, on the challenge front,

1213
00:47:03,400 --> 00:47:04,630
if you're thinking
about doing a challenge,

1214
00:47:04,630 --> 00:47:06,190
I would reach out to Alina,

1215
00:47:06,190 --> 00:47:08,450
she was absolutely great to work with.

1216
00:47:08,450 --> 00:47:13,450
Tell her I sent you, I still
talk to her, she's great.

1217
00:47:13,810 --> 00:47:16,930
And it was something
that was so different,

1218
00:47:16,930 --> 00:47:19,020
'cause I was doing what
you were saying, right?

1219
00:47:19,020 --> 00:47:19,853
- Yep.

1220
00:47:19,853 --> 00:47:20,900
- Heard model worked way better,

1221
00:47:20,900 --> 00:47:24,070
and between you and me and
I guess anyone listening,

1222
00:47:24,070 --> 00:47:26,210
it's easier because you're not teaching

1223
00:47:26,210 --> 00:47:27,280
for an hour every day.

1224
00:47:27,280 --> 00:47:28,113
And it's literally like-

1225
00:47:28,113 --> 00:47:29,710
- And are you just
sending it through email,

1226
00:47:29,710 --> 00:47:30,543
it sounds like too?

1227
00:47:30,543 --> 00:47:31,940
Like here's just a quick little video

1228
00:47:31,940 --> 00:47:33,713
and there's some homework?

1229
00:47:33,713 --> 00:47:36,530
I mean, like that is crazy,
and it's so valuable, I think.

1230
00:47:36,530 --> 00:47:39,994
Like we talked about, sometimes
value is making it shorter.

1231
00:47:39,994 --> 00:47:41,990
And it's like, if you can
literally give someone like,

1232
00:47:41,990 --> 00:47:44,070
here's what I want you to
do, and here's how you do it,

1233
00:47:44,070 --> 00:47:46,630
and now go do it today,
and then go do it tomorrow,

1234
00:47:46,630 --> 00:47:49,820
And it accomplishes all the
goals of getting them bought in,

1235
00:47:49,820 --> 00:47:51,240
getting them vanilla can trust you,

1236
00:47:51,240 --> 00:47:54,410
getting them to get little
quick wins every single day,

1237
00:47:54,410 --> 00:47:56,020
when you can't get most
people to do homework

1238
00:47:56,020 --> 00:47:57,070
on a challenge.

1239
00:47:57,070 --> 00:47:58,770
'Cause I've already
invested an hour with you,

1240
00:47:58,770 --> 00:47:59,670
now they've got to go get back

1241
00:47:59,670 --> 00:48:01,540
to life that got put on hold,

1242
00:48:01,540 --> 00:48:03,400
well, they spent an hour with you.

1243
00:48:03,400 --> 00:48:05,970
And you put all that energy
into getting them to show up

1244
00:48:05,970 --> 00:48:07,280
and get them to do the homework,

1245
00:48:07,280 --> 00:48:09,521
and getting them to go
and make a Facebook Live,

1246
00:48:09,521 --> 00:48:10,354
and getting them them to do.

1247
00:48:10,354 --> 00:48:12,150
Like, I was just like, in my mind,

1248
00:48:12,150 --> 00:48:14,590
just the simplicity of what
you're doing and how much,

1249
00:48:14,590 --> 00:48:17,090
I would enjoy that kind of challenge.

1250
00:48:17,090 --> 00:48:19,250
Like, that would be fun, I would do those,

1251
00:48:19,250 --> 00:48:20,980
like, I would have one
of those go on every week

1252
00:48:20,980 --> 00:48:23,080
and have a blast with
it, and just learn stuff,

1253
00:48:23,080 --> 00:48:24,780
and it'd be great.

1254
00:48:24,780 --> 00:48:27,483
- So, it's a different way of doing it,

1255
00:48:28,320 --> 00:48:31,510
the one thing that you touched
on that I will highlight,

1256
00:48:31,510 --> 00:48:33,370
it is sent through email.

1257
00:48:33,370 --> 00:48:35,130
You can still use a Facebook group,

1258
00:48:35,130 --> 00:48:38,450
but the video does not
go in the Facebook group,

1259
00:48:38,450 --> 00:48:39,920
the video goes in the email.

1260
00:48:39,920 --> 00:48:41,810
What you do in the Facebook group,

1261
00:48:41,810 --> 00:48:42,643
you can do a couple of things,

1262
00:48:42,643 --> 00:48:45,260
you can do anything you want,
it's your Facebook group.

1263
00:48:45,260 --> 00:48:48,560
But you haven't posted their
homework there for feedback.

1264
00:48:48,560 --> 00:48:51,220
And what happens, is one person posts,

1265
00:48:51,220 --> 00:48:52,180
well, then nobody wants

1266
00:48:52,180 --> 00:48:54,350
to look like the person
that is not posting.

1267
00:48:54,350 --> 00:48:56,930
So, then they all start
posting their homework.

1268
00:48:56,930 --> 00:48:59,360
- Yep, and you can even get
like a friend or somebody,

1269
00:48:59,360 --> 00:49:02,600
to be the one person in there doing that.

1270
00:49:02,600 --> 00:49:03,433
- Yep.

1271
00:49:05,190 --> 00:49:08,580
Alina has a very good dialed-in program.

1272
00:49:08,580 --> 00:49:10,180
Her program is not long,

1273
00:49:10,180 --> 00:49:12,570
it'll take you about three
hours to go through it.

1274
00:49:12,570 --> 00:49:15,100
I would reach out to her,
because she knows way more than-

1275
00:49:15,100 --> 00:49:15,933
- Oh, I plan on that.

1276
00:49:15,933 --> 00:49:17,370
- I obviously got a lot of value,

1277
00:49:18,980 --> 00:49:20,723
but like, her method,

1278
00:49:21,900 --> 00:49:25,910
I watch Pedro's stuff, it
is one way of doing it,

1279
00:49:25,910 --> 00:49:28,200
and it obviously has
worked for some people.

1280
00:49:28,200 --> 00:49:32,500
I think there are people that it, I think.

1281
00:49:32,500 --> 00:49:33,967
- Oh, yeah, there's a lot of people,

1282
00:49:33,967 --> 00:49:37,383
like, people that I've talked
to that were on his team even,

1283
00:49:38,718 --> 00:49:39,785
they would be surprised

1284
00:49:39,785 --> 00:49:42,040
if 10% of the people that
signed up and bought the things

1285
00:49:42,040 --> 00:49:43,160
actually got the result.

1286
00:49:43,160 --> 00:49:45,459
Like, got any result, like
even got it off the ground.

1287
00:49:45,459 --> 00:49:46,500
- We need a result.

1288
00:49:46,500 --> 00:49:47,333
- Yeah.
- Any.

1289
00:49:47,333 --> 00:49:48,166
- Which is crazy.

1290
00:49:50,330 --> 00:49:53,100
- Sadly, I mean, we're circling back,

1291
00:49:53,100 --> 00:49:54,830
but sadly, most people

1292
00:49:54,830 --> 00:49:57,980
who are doing the five-day
challenges following that model,

1293
00:49:57,980 --> 00:50:00,680
are not far enough
along in their business.

1294
00:50:00,680 --> 00:50:04,320
If you spoke, I mean, once
you've spoke on 30, 40 stages

1295
00:50:04,320 --> 00:50:07,150
and you have what you're
doing down, it's great.

1296
00:50:07,150 --> 00:50:09,040
But like the guy that I signed up for,

1297
00:50:09,040 --> 00:50:14,040
he has, in his defense, he has
a $10 million a year agency,

1298
00:50:14,920 --> 00:50:16,780
he knows what he is doing.

1299
00:50:16,780 --> 00:50:17,613
That's why I signed up,

1300
00:50:17,613 --> 00:50:20,450
I was like, I can learn
something from him.

1301
00:50:20,450 --> 00:50:23,620
But his mistake was, he's
not good at presenting,

1302
00:50:23,620 --> 00:50:25,260
selling from the stage, or teaching.

1303
00:50:25,260 --> 00:50:29,480
So, he gets on for an
hour and just rambles.

1304
00:50:29,480 --> 00:50:31,590
Well, I'm not gonna listen to that crap.

1305
00:50:31,590 --> 00:50:35,760
Like you listen to people
who have bad podcasts, right?

1306
00:50:35,760 --> 00:50:36,593
What do they do?

1307
00:50:36,593 --> 00:50:38,330
They get on, and you're like,

1308
00:50:38,330 --> 00:50:39,930
fuck, I'm not listening to that.

1309
00:50:40,810 --> 00:50:42,094
- Yeah, that's why I even set out

1310
00:50:42,094 --> 00:50:42,927
to be different on this one.

1311
00:50:42,927 --> 00:50:45,140
I was like, I wanna find someone
who's doing something cool,

1312
00:50:45,140 --> 00:50:46,280
and let's pick apart how they did it,

1313
00:50:46,280 --> 00:50:48,360
because the value you get
out of that, like 20, 30, 45,

1314
00:50:48,360 --> 00:50:50,990
well, I mean, we've been
going for 50 minutes now.

1315
00:50:50,990 --> 00:50:54,260
The value you get out
of that, is like, poof,

1316
00:50:54,260 --> 00:50:55,670
versus like, hi, how are you?

1317
00:50:55,670 --> 00:50:57,260
What do you do?

1318
00:50:57,260 --> 00:50:58,900
Nobody cares.

1319
00:50:58,900 --> 00:50:59,733
- That's exactly.

1320
00:50:59,733 --> 00:51:01,430
- Now they care, 'cause now
they've listened to you,

1321
00:51:01,430 --> 00:51:02,840
and they're like, holy cow,

1322
00:51:02,840 --> 00:51:04,040
if I didn't know who Steve Werner was,

1323
00:51:04,040 --> 00:51:06,390
I need to know who Steve
Werner, even I'm like.

1324
00:51:07,569 --> 00:51:09,130
Like I know you want a whole new level,

1325
00:51:09,130 --> 00:51:13,000
even after I stalked you
online before we did this, so.

1326
00:51:13,000 --> 00:51:15,740
- I mean, I've made a
very conscious choice

1327
00:51:15,740 --> 00:51:17,610
to move away from Facebook,

1328
00:51:17,610 --> 00:51:19,070
and move away from online in general.

1329
00:51:19,070 --> 00:51:22,310
I started in the speaking
space, I moved to,

1330
00:51:22,310 --> 00:51:25,810
I had a digital agency for
awhile, built Facebook ads.

1331
00:51:25,810 --> 00:51:28,030
So, I would speak, I put
together a small event,

1332
00:51:28,030 --> 00:51:31,760
30 to 50 people, and I would
sell a Facebook ads agency.

1333
00:51:31,760 --> 00:51:33,020
I did that for several years,

1334
00:51:33,020 --> 00:51:35,660
I got really burned out on Facebook ads.

1335
00:51:35,660 --> 00:51:38,960
And I moved, like I was one of
those people that was posting

1336
00:51:38,960 --> 00:51:40,660
and doing all the crap on Facebook,

1337
00:51:40,660 --> 00:51:41,720
and I was like, this is damn.

1338
00:51:41,720 --> 00:51:43,910
Like, so, two years ago,
I was like, this is damn.

1339
00:51:43,910 --> 00:51:45,800
I started moving away.

1340
00:51:45,800 --> 00:51:48,270
I would say about eight months ago,

1341
00:51:48,270 --> 00:51:49,900
eight or nine, maybe almost a year now.

1342
00:51:49,900 --> 00:51:51,170
I just was like, you know what?

1343
00:51:51,170 --> 00:51:53,600
I will post personal
things on my Facebook,

1344
00:51:53,600 --> 00:51:56,180
but I'm done doing the marketing
stuff, and I'm also done.

1345
00:51:56,180 --> 00:52:00,580
Like, I took it off my phone,
I like stopped checking it,

1346
00:52:00,580 --> 00:52:01,413
I don't need that.

1347
00:52:01,413 --> 00:52:04,960
Like if you're my friend, you
have my cell phone number.

1348
00:52:04,960 --> 00:52:06,750
You can call me, you can send me a text,

1349
00:52:06,750 --> 00:52:08,310
I'll go get dinner with you.

1350
00:52:08,310 --> 00:52:09,930
I speak at live events.

1351
00:52:09,930 --> 00:52:13,660
Even during COVID, during COVID
I spoke at four live events.

1352
00:52:13,660 --> 00:52:14,880
That's how people know me,

1353
00:52:14,880 --> 00:52:19,520
and I would rather be less known,

1354
00:52:19,520 --> 00:52:21,190
but the people who know me, know what I do

1355
00:52:21,190 --> 00:52:22,750
and know that I'm high quality.

1356
00:52:22,750 --> 00:52:26,730
I mean, that's my email list,
that's everything that I do.

1357
00:52:26,730 --> 00:52:27,900
If you guys joined my email list,

1358
00:52:27,900 --> 00:52:31,810
you'll see, I send out short
stories, jokes, quotes,

1359
00:52:31,810 --> 00:52:34,840
some teaching, all of that stuff.

1360
00:52:34,840 --> 00:52:37,280
But it's a much different way.

1361
00:52:37,280 --> 00:52:38,860
And I'm gonna be interested to see,

1362
00:52:38,860 --> 00:52:40,090
'cause I don't think the,

1363
00:52:40,090 --> 00:52:42,610
I know the noises online
is not gonna get less,

1364
00:52:42,610 --> 00:52:43,960
I know it's gonna get more.

1365
00:52:45,260 --> 00:52:46,093
- Yeah, but that just means

1366
00:52:46,093 --> 00:52:47,930
you have to make your circle smaller,

1367
00:52:47,930 --> 00:52:50,010
and your message louder.

1368
00:52:50,010 --> 00:52:51,970
Like, you've really got to start solving

1369
00:52:51,970 --> 00:52:54,973
a very specific problem for a
very specific group of people.

1370
00:52:55,949 --> 00:52:56,978
And then, I mean, like, so many people

1371
00:52:56,978 --> 00:52:58,110
don't even know what people do.

1372
00:52:58,110 --> 00:53:00,300
Like, it's crazy to meet
in these networking groups,

1373
00:53:00,300 --> 00:53:02,050
you'll spend like hours every week

1374
00:53:02,050 --> 00:53:03,030
with some of these people,

1375
00:53:03,030 --> 00:53:05,335
and then if somebody asks
you, what does that person do?

1376
00:53:05,335 --> 00:53:07,400
If you're like, you know,
I don't really know,

1377
00:53:07,400 --> 00:53:09,060
they seem to be a really cool guy,

1378
00:53:09,060 --> 00:53:10,670
but like, I couldn't tell you,

1379
00:53:10,670 --> 00:53:12,570
I have not a clue what they do or they do.

1380
00:53:12,570 --> 00:53:14,568
It's like, you know, you're
not gonna get referrals

1381
00:53:14,568 --> 00:53:15,570
and you're not gonna get a business,

1382
00:53:15,570 --> 00:53:16,840
like, you're wasting your time.

1383
00:53:16,840 --> 00:53:18,430
Like, they need to get it down
to where somebody can say,

1384
00:53:18,430 --> 00:53:21,440
oh, you're like three words.

1385
00:53:21,440 --> 00:53:25,073
- Yeah, webinars, direct
sales, like, whatever it is,

1386
00:53:27,220 --> 00:53:28,180
you should be known for it.

1387
00:53:28,180 --> 00:53:32,170
And like, we could spend all-

1388
00:53:32,170 --> 00:53:34,020
- Oh yeah, we can keep going
for hours and hours and hours.

1389
00:53:34,020 --> 00:53:35,510
So, we have your stuff.

1390
00:53:35,510 --> 00:53:37,040
Like, I'm gonna go stalk you,

1391
00:53:37,040 --> 00:53:38,720
I'm gonna encourage everybody
else to go stalk you,

1392
00:53:38,720 --> 00:53:39,630
'cause I've heard things here

1393
00:53:39,630 --> 00:53:41,170
that I've never heard before,

1394
00:53:41,170 --> 00:53:42,280
which, like I said, it's rare for me,

1395
00:53:42,280 --> 00:53:44,670
it happens occasionally,
but it's not common.

1396
00:53:44,670 --> 00:53:45,883
So, it's good stuff.

1397
00:53:46,760 --> 00:53:48,290
So, thank you so, so much

1398
00:53:48,290 --> 00:53:50,950
for letting me kidnap you
for like a full hour here,

1399
00:53:50,950 --> 00:53:53,200
it's been absolutely amazing.

1400
00:53:53,200 --> 00:53:54,440
- No worries, it is my pleasure,

1401
00:53:54,440 --> 00:53:58,120
this was a fun conversation, it's great.

1402
00:53:58,120 --> 00:53:58,953
- Awesome.

1403
00:53:58,953 --> 00:54:00,220
So, like guys, entrepreneurs,

1404
00:54:00,220 --> 00:54:01,560
this is your call to take action, right?

1405
00:54:01,560 --> 00:54:04,430
Join our community at etatoday.zone,

1406
00:54:04,430 --> 00:54:05,580
and learn how to build a business

1407
00:54:05,580 --> 00:54:06,750
that enables your lifestyle

1408
00:54:06,750 --> 00:54:08,550
instead of taking over your life,

1409
00:54:08,550 --> 00:54:09,420
where you get snippets

1410
00:54:09,420 --> 00:54:11,520
from great people like Steve all the time.

1411
00:54:15,190 --> 00:54:17,773
(bright music)


About Your Host, Christina Hooper

I help you turn your Superpowers into Sales so you can build a business that enables your lifestyle instead of taking over your life. I'm also StoryBrand Certified Guide, BMS Certified Coach, and DigitalMarketer Certified Partner.

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