Contenido

Taking a view on the market ............................................................................................................... 1

Pickin your niche ............................................................................................................................... 17
Crafting your MVO ............................................................................................................................ 41
Ressonating your message ................................................................................................................ 63
The illusion of sales ........................................................................................................................... 79
Alchemy of coversion ........................................................................................................................ 86
Crafting your script.......................................................................................................................... 116
Organic attraction methods ............................................................................................................ 169
Fractal Facebook evolution ............................................................................................................. 199

Taking a view on the market

Hey, everyone. Sam Ovens here. In this video, we're going to talk about taking a view
on the market. Now, this is something totally unique which you definitely wouldn't have
taken training that has told you to do this before but it's really important because as the
people who are successful, they don't mimic everybody else. They don't just copy
everybody else because if you copy other people, you're not going to end up making
much money at all. It's the people who create things and the people who bring
innovation that really get everything and the people who mimic everyone else, quite
often gets nothing. When you do copy everyone else, it's very hard to get customers,
your message is weak. It's really important to learn how to take a view on the market
and form your own unique decisions. Instead of just following what everyone says, you
want to be able to look at the market and make your own decisions because the
people who make millions and the people who make billions, they don't do what
everyone else does. They do what they think is right after doing their analysis and
often they're able to see a version of the truth which no one else sees but is actually
more true than what everyone else believes is true. Now, I know this is kind of hard to
get around but in this training, in this module right here, I'm going to teach you how to
do this. I'm going to teach you how to take a view on the market. This is going to be a
profound thing for you to learn because most people can do this. This is really going to
be teaching you how to think like a billionaire, regardless of what stage you're at and
it's going to totally teach you to see the world in a new way. Here's what we're going to
cover. We're going to talk about what's taking a view on the market actually means
and why it's important. Then we're going to talk about the madness of crowds and the
fallibility of participants within them. It might sound kind of weird but just be with me.
We're going to talk about why crowds are crazy and why this is something like when
people are in crowds, they don't behave properly. When people are in crowds, they
can do weird things. When people are on their own, they're much more likely to make
accurate decision. When you think people are in crowds, things get distorted. I'm going
to show you how you can really start to see this for yourself. Then we're going to learn
to take an objective view on things as an observer instead of a fallible participant. Your
whole life, you've probably taken a view on things based on how everyone else takes a
view on things. That can be okay to lead you through life but there comes a time when
if you want to do something, when you want to do something which is different than
what everyone else is doing, you need to learn how to form your own views. Because
if you just want to ... If you did what everyone else thinks you should do then you're
going to end up like everyone else. Most people end up with a job and which they don't
like and then they end up not having any money left and worried about retirement and
kind of sad that they didn't do anything spectacular. That's how most people end up. If
you listen to most people's advise and you do what most people do and you believe
what most other people believe, then that's how things will end. It's very important that
you learn to step outside of the crowd view and outside of the view within yourself and
really see things for as they are. Then we're going to talk about searching for market
distortion where a perceived truth differentiates from objective truth. So I'm going to
teach you how there's really two truths. There's what people believe is true and what is
actually true. These things actually differ quite a lot. You can look through history and
you can see that doctors used to recommend smoking. They were like, "I recommend
this pack of cigarettes." If you just listened to what everyone else thought, then
everyone thought smoking wasn't bad for you. People, there is countless times
throughout history where people believe something to be true and it's not. This
happens again and again and again and again and again. It never ends. It doesn't
matter whether we're in 2017, it doesn't matter we're in 2040. People are going to end
up with some distorted versions of the truth. I'm going to show you how to look at the
market and see ... When we pick a niche, I'm going to teach you how to look at that
niche and see if they're being distorted or whether everyone in that niche is believing a
lie or whether they're actually pretty close to what's true. I'm going to show you how to
spot that. This is a very, very unique skill to learn as a businessman. Most people don't
know how to even ... Most people don't know how to do this, even millionaires, most
millionaires don't know how to do this. So I'm teaching you how to do this. I'm teaching
you how to ... I'm going to teach you a way of doing business which is quite profound,
it's quite ... It's [inaudible 00:06:02] than most millionaires do business when you can
see things like this. Then I'm going to teach you how to see yourself as a protagonist,
a change agent or a catalyst required to bring the market back to truth because you
don't always have to go and teach everyone how to do what everyone thinks they
should do because quite often what everyone thinks they should do is wrong and what
they actually need to do is something else. So instead of just being someone that
comes along and joins the party and adds fuel to the fire of the trend, sometimes you
need to be the person that comes in and is like, "Hey look, everyone's kind of a bit
crazy in here and we need to start doing something else." I know this sounds quite
different and because it is. This is totally, totally different stuff. It's going to really teach
you how to think differently because in this world, most people just copy each other
and what happens is when everyone does that in an ever accelerating rate, things get
distorted and this is what's happened. In most industries, there's too many businesses
and most people's business message is just exactly the same as the guy next door.
Most people can't get clients. Most people have things set up wrong. This is how I'm
going to teach you to differentiate yourself from everyone else. What taking a view on
the market means and why it's important. Here's a quote from me about what taking a
view on the market means. Taking a view on the market is when you learn to step
outside of the pinball machine you call life and view things as an observer rather than
a participant. The observer takes an unemotional, objective view on things and ask
what caused or why are things trending that way. The observer questions everything
especially authority and the status quo as he knows that they are the largest distorters
of the truth. The observer asks the question, is everybody believing a lie? The
participant takes an emotional, subjective view on things depending on their self image
and the social circles that they're in and has a tendency to believe lies to support their
beliefs and fit in with social circles. The participant doesn't question anything and
always their views and beliefs as the ultimate truth. Now, you can write this down or
you can take a screenshot. This is something you want to remember, this quote by me
on the difference between the objective ... The observer and the participant. Because
I'm sure you've realized this before. When you're in a situation and it's traumatic, it's
very hard to make the right decision. Quite often we make the wrong decision. Most
people most of the time make the wrong decision when they're in the heat of the
moment and they're within them self. They can't objective on things. But when you're
looking from the sidelines, it's quite easy. You're like, "Okay, dude, no. You're getting a
little emotional. This is what you need to do." We have a totally different perspective
when we're not within ourself. However, what happens, when we're within ourself, we
get distorted and when we're within ourself, within a crowd of people, my word, are we
distorted. When we're within a crowd, we kind of tend to do what everyone else is
doing and then we're within ourself and we have a very distorted view of things and we
can get carried away and we can believe things that aren't true. It's very important to
understand the difference between an observer and a participant. When you take a
view on the market, it's when you step outside of yourself and when you step outside
of the crowd and the madness of it all and you learn to take a very, very, very clear
unemotional view, you're looking for what the truth is and what the right thing to do is
without getting carried away by social circles, your self image, what your family, what
society believes, all of these other things. You're just looking for the truth. You have to
learn to look outside your window and observe the world thinking what lie are these
people believing and what trends are prevailing? I provided this to this one screen here
as a printout so you can print it out. It's attached down in the resources section below
this video. You really have to learn to do this because what happens with most people
is most people just get caught up in the busyness and calls of day to day life. They're
rushing around and they never have the time to really sit back and think like, "What's
going on?" They never really look outside their window and observe people and think,
"Is everyone out there nuts? Is everyone out there believing something to be true that
isn't true?" I know this might sound kind of weird to you guys. You're like, "Who are we
to think that everyone else might be thinking or might be believing a lie? Who are we to
think that?" Well, seriously, it takes these sort ... It can take strange people to actually
uncover things. Like when doctors were recommending smoking. I mean, who is
anyone to question a doctor? Like doctors are supposed to know everything. So would
someone to be maybe their doctor is wrong saying that everyone should be smoking? I
mean, who was I to question consulting? I mean, I'm some kid from New Zealand,
some young dude, who was I to think that consulting was done wrong? Who was I to
come in here and change everything around to be more accurate and more close to
the truth? But I used to think that too but when I looked out my window and when I
looked at consultants, I was like, "Surely, this isn't right. Surely, we don't have to sell
time for ours. Surely, we don't have to deliver advise in person. Surely, the most
important thing is the result, isn't it? It's not us being there in person. I'm pretty sure
people don't pay me just to look at me and listen to me speak. I'm pretty sure people
pay me for the results. Sometimes, you really need to understand this, like you need to
learn to look out of your window and you need to observe the world and think. It
doesn't matter if at the beginning it kind of feels weird but you need to start thinking
this way, you need to think differently. You need to think what lie are these people
believing and what trends are prevailing. In this training, I'm really going to teach you
how to do that. Let's start off by looking at the participant's view of reality. This is when
you're within yourself and you're in a situation. Let's say, let me give you a very basic
understanding, a very basic example. Let's say that you and your assistant are in a
heated argument over something. Now, how are you going to choose how to act here?
Well, you're in an heated argument with your assistant. Your choices of actions, they're
going to be not the best. That's when you're a participant. You're involved in it. Let's
say your brother who's standing at the door, he is going to be an observer and he's
going to have a more objective view than what you do. At that moment in time, most of
the time, not always but most of the time, the observer is going to have a more
accurate view than the participant. Let's first of all look at the participant's view of
reality. It kind of looks like this. It goes up and down, it's like a rollercoaster ride. Don't
worry. This is not complicated so don't let this chart freak you out. This is what a
participant thinks. If I believe it's the truth, it's the truth, quote from the participant
because that's what they do. If they believe something is true, then it is true. They end
up being like, "Man, this is one crazy ride." Because they keep finding out that, oh, that
thing which they thought wasn't actually right. They might hear from someone like,
"Oh, did you hear that this person ... Did you hear that your sister said this about you?"
And all of a sudden, the person gets all angry and goes over and retaliates to the sister
and then they find out that the sister didn't do that at all. Well, that's because that
person, the participant believed something to be true that wasn't true. What happens is
their version of the truth goes up and down like this. They find out something to be
true, overreact and then they find out that they're actually wrong and it's up and down.
It really is like a crazy ride. People are like, "Man, this is one crazy ride." That's a
participant. Now, let's look at the observer's view of reality. The observer's view of
reality sees two things. They see the subject of truth and then they see the objective
truth. Then they see thinking, interacting participants. Let me walk you through this.
Don't worry, it's not confusing at all even though this chart might look kind of confusing.
At the top, it sees multiple subjective realities. This is a group of people, a crowd and
then they've got what they believe the truth is and then that truth is moving up and
down so they might be pushing away from it or they might be pushing towards it. Then
down the bottom, you've got objective reality and that's what the reality truly is but
quite often and in fact most of the time, groups of people are wrong. The groups of
people are most of the time what they believe to be true is not true at all. The more
people that are in a group, the less accurate their version of the truth really is. These
two things are always moving. They're going towards the truth or they're going away
from the trust. It's kind of like up and down, up and down, like a rollercoaster. Then we
have a point where two of them cross and that's called the temporary equilibrium. This
is where the subjective truth meets the objective truth. This is a rare moment in time
where what people believe the truth is, that actually is the truth. These are very rare
moments in time, as you can see, these crossovers only happen every now and then.
Now, a good way, a good example to teach you about this would be like the stock
market. It's always going up or down. We're either going into a bubble or going, we're
recovering out of the bubble. It's going up and down, up and down, up and down. Now,
that would only happen if what we believed the truth was different than what the truth
was and every now and then we end up kind of coming back to an equilibrium. That's
what it is. That's how people's lives are too. They're up and down, up and down. They
kind of believe something then they're doing it then they figure out it's different and it
looks like this. Now, I'll give you some examples in a second. The observer thinks
participants are trending away from the truth, believing a lie or a set of lies. If they see
things going away from the truth then they're like, "Oh wow, participants are believing
something that is a lie." Or they see participants trending towards the truth by
dispelling myths and lies and so an observer thinks that something is either going
away from the truth or coming towards the truth. They don't know precisely what the
truth is by they've always got a good feeling for what the truth is. Now, let me show
you. Now, here's where participants perceived truth matches the objective truth and
this is very rare. This is an equilibrium point. The participant is on a rollercoaster ride
they believe is out of their control, "Man, this is one crazy ride." This is literally what the
participant sees because they don't understand that they could be wrong. A participant
never actually asks that question and they're not open to it or when they do, when they
are open to it they're biased. When someone has made up their mind on something,
they're pretty biased. I mean, you try and tell someone that they're wrong when they've
made up a very clear decision on something, it's near impossible. Quite often, that
person actually ends up finding out that they're wrong. I'm sure you can think of a
million different examples like this, like someone was fixed in their view of something
and they wouldn't budge regardless of what you showed and every time you try to tell
them that they were wrong, they pretty much beat your head off. Then eventually, that
person ended up finding out that they were wrong. All right. This is what happens. This
is when you're a participant, what you think is the truth, you think is the truth and you're
not open to any other interpretation, closed minded. That person ends up going on a
crazy ride like this. The observer steps outside of the market and himself or herself to
get an objective view. The participant is stuck inside themself and they're stuck within
a crowd, like they were inside themself and they've got their own beliefs about what's
true and what's not and then they're within their families and their families have got
their own beliefs then they're within their friends' groups and their social circles and
then they're within their society and everything. All of those things have an effect.
When you have all of those forces pushing on you, it's very hard to make an accurate
observation about what the truth actually is because you have a tendency to want to fit
in and all of that stuff. However, that makes you biased. To have a true objective view
of things, you have to step outside of yourself and you have to step outside of all social
circles, all of everything and you have to just look and be like, "I'm not going to hold
any bias. I don't care what this is. I just want to know the truth here," and you look at it
like that. The observer steps outside of the market and himself to get an objective
view. The observer is always looking at things like this. What is objective reality and
what is the subjective realities? They're always looking at the crowd like, "Is this niche
believing the right things or believing the wrong things? Is this niche distorting away
from the truth or is this niche coming back towards the truth?" They see two realities
instead of one. The observer knows that opportunity lies in places where markets are
distorted from the truth. The smartest, richest people in the world make their fortunes
by restoring truth to distorted markets. Why are all participants so fallible and distorted
from the truth compared to observers? Well, it's something I refer to as the madness of
crowds. Madness is the exception in individuals but it is the rule in groups and there is
being tons of science, scientific and psychological studies into people in groups and
they are totally mad. When someone is within a group, they get carried away. They
can end up going down a path which is totally distorted and it's because we want to fit
in, it's because we might now see things this way and what psychologists and stuff
have done and scientists have done is like when people are in groups, they are way,
way, way more distorted and it's like if you're walking down a street and you see just a
whole bunch of people start running the other way, I mean, your chances of running
the other way all of a sudden are pretty high. But if you're walking down the street and
you see a group of people do anything, like there's a high chance you're just going to
follow suit and you're just going to do what they're doing but you don't actually know if
they're doing that for any reason or not. It's really important to remember, just because
a group of people is doing something or a mass of people is doing something, it
doesn't mean that they're right and it actually means that they've got a higher chance
of being wrong. Here's how the madness of crowd happens. People believe the way
it's being done and has been done before is the way to do something now. I'm not
kidding. This is how people work. People believe that the way it's being done and has
been done before is the way to do something now. A lot of businesses, you ask them,
"Why are you still doing that?" They're like, "Well, that's the way it's always been
done." I remember going to see a lot of businesses and they were like, "Our yellow
pages ads aren't working anymore." I was like, "Why are you doing them?" I was like,
"Do you look at the yellow pages for anything? When was the last time you needed
something and went into a kitchen, dug out the yellow pages, flipped through it, found
someone and gave him a call?" He was like, "I don't even have the yellow pages. I use
Google." I was like, "No kidding. This is what everyone's doing now so why are you still
advertising in yellow pages?" The guy was like, "Well, that's the way we've always
done it." Here, the madness of crowds, the way it's being done before is the way it
should be done now. That's not the way it should ... That's not a good idea. Another
one, people believe that if everybody believes something or is doing something then it
must be right. That's kind of normal person mentality, "Oh, everyone's doing it so I
should do it." It's like when I was growing up, everyone got a job and everyone went to
uni so I was like, "Maybe that's what I should do then. I should go to a job and I should
go to a university." Then I ended up going to a university, spending like 50 grand or
something going through multiple years of stuff that's useless. Never going to use it
ever. Had to unlearn it all. Then going and getting a job which I didn't like and then
realizing, "Damn, why did I listen to everyone?" Then I actually went against what
everyone said which was ... As soon as I dropped out of uni, everyone was all lapping
arms, they were like, "Oh my God, Sam, what are you doing?" Like, "You need to have
a good degree. You need to have a full back plan. You need to have like a degree. No
ones trust anyone with a degree." Now all of a sudden, as soon as I do that, I have
everyone on me. I've got my girlfriend at the time's parents, they're like, "Everyone in
our family history has always had a degree. What are we going to tell people at dinner
if Sam doesn't have a degree?" My mom and dad were worrying. Everyone was
worrying. My friends, they were like, "Sam, you've got to have a degree." Now all of a
sudden, I'm going against what everyone says. I followed what everyone said and
fitted, I didn't like it. I didn't end up being very successful at all. Then all of a sudden, I
go against it and I do my own research for the first time. I'm like, "Or maybe everyone's
wrong. Maybe starting a business is a better idea." I believed in myself. I did my
research. I mean, I did a lot of research before I had the courage to go and quit my job
and quit university but I was pretty sure that what I found in my research was true and I
believed that ... It was hard to believe but I thought that most people were actually
wrong and I thought that I had done objective research and found out what the truth
was and I had enough courage in myself and my research to go against all of those
social pressures that were on me, my girlfriend's opinion, my friends' opinion, my
family's opinion, society's opinion, everybody's opinion and it's pretty hard to go
against that stuff sometimes especially when you don't have any record of achieving
anything. But I went with it and it ended up being totally right. I ended up making a
fortune, having the best time of my life, everything. People believe that if everybody
believes something or is doing it then it must be right but it's not. Then the third one,
people believe in alignment with their families, friends, social circles and society itself.
If they're saying something on the news then that must be true. If it's seated in the
newspaper then it must be true. Or everyone on the news says that starting a business
is really risky and that it's pretty impossible and it's a miracle if you win, if you have a
successful business. I'm like, "This is not a miracle. We have too many thousands of
people getting customers and starting their own businesses for this to be any form of a
miracle." I found that it wasn't luck of any sort, it was just cause and effect and sticking
to something and having a plan. People want to fit in with social circles and adjust their
believes to fit in with the group. No, when you do something different to the group, the
group is kind of like, "Are you sure you should do that?" People don't want to cause
conflict with their social groups or be disowned by them so they never question
anything. They join the pack in attacking anybody who ever tries to question the
collective beliefs of the group. In my friends group, when with my family, when I first
told them that I was going to start a business, they were like, "Oh Sam, are you sure?
Like, are you sure you're not getting your hopes up too much? What about if it fails?
Isn't its something like nine out of 10 businesses fail? Like are you sure you should do
that, Sam? We don't want you getting your hopes up. We don't want you getting your
feelings hurt." One person said that in my family, like my mom, I don't know who it
was, I can't remember but someone said that. Then everyone jumped in because that
was their belief so everyone wanted to jump on and join in with that because that was
their belief and they wanted to really push it in. Then my sister's, "Well, Sam. Are you
sure this is a good idea? You were doing well at university. What about your job? What
if you can't go back and get another one?" It was like, man, I just had the whole pack
on me. This is what happens. This is the madness of crowds. People have what's
called like a collective group thinking and most people don't actually do their own
thinking or their own analysis. Most people just join in and think what everyone else
thinks. That is not a good recipe for anything. As an entrepreneur, as someone who's
going to go out and start their own consulting business and someone who's going to
go out and make awesome amounts of money, you need to learn how to take an
objective view on things because a lot of the time you're going to think one thing and
you're going to have a lot of pressure against you from other people to say that you're
wrong. When I started, when I decided to choose ... When I decided to start my
business, I had everyone on me saying that that was a dumb idea, everyone. Every
single person I knew, friends, family, everything. Then when my first business failed,
oh, it reassured them. You have this pressure on you. Then all of a sudden, just boom,
it just explodes. Then everyone's like, "Oh, yeah. I knew you would always do it. Oh, I
knew you were going to do it." I was like, "Yeah, right." Like I don't blame them for
anything. I still love them all but I'm just saying like this is what happens. You have a
ton of people who are going to question things and they're going to push against you
but you need to be able, as an entrepreneur, you need to be able to conduct an
objective analysis of things, form your own viewpoints. You'll notice throughout this
training, I teach you how to form your own views. I don't even push my views onto you.
I'm like, "Here's a way to look at things and here's how to do your own analysis."
Because you need to become an independent thinker. You need to be in control of
yourself if you wanted to do well in business. I would be wrong to force my views and
everything on you. I'm just teaching you how to think for yourself. So simply put,
crowds are biased and delusional. That is a fact and there is a ton of evidence to back
that up. If you want to be successful, make a ton of money and live a beautiful life that
you hold the steering wheel of, you must become an observer. You have to.
Participants just get stood all over. Participants just get nothing. You have to learn to
become an observer. Let's teach you how to take an objective view on things rather
than a fallible participant's view. Let's use the bodybuilding market as an example
because I find this one hilarious and fascinating at the same time. Here's our objective
view. We've got two truths. We've got the subjective and the objective and it always go
on like this, crisscross and up and down, up and down. Now, here's some beliefs and
trends which used to be in the bodybuilding market. I used to look at this because I
had a couple of friends that were in this market. I had a couple of friends who all of
sudden decided that they wanted to go to the gym and get big. I was fascinated at
what happened. They had the belief ... This is what the beliefs used to be a few years
ago. Eat as much as possible. This is what everyone said in that niche. You're like,
"You need to eat. You just need to eat anything, just eat like an animal. You need to
have like 10 eggs for breakfast. You need to have a whole turkey for breakfast and you
just need to eat." I have these friends who were just like just gagging every breakfast,
just they couldn't fit it in. Like these guys were choking all day just trying to eat as
much as they possibly could. Then they said, "You need heavy supplement use." Like
you need to just take supplements on supplements on supplements. I have my friends,
they're like shaking all sorts of drinks. They had so many different supplements that
they didn't even know what they were taking. They spent thousands of dollars on these
supplements. Then they said that you needed to lift really heavy in low reps. Like
massive weight and very low repetitions. The belief was to get as big as possible,
bigger, better. So they would get so big that they looked ridiculous. They would get so
big that they couldn't fit normal pants. They just looked like a square. Then the other
belief was wear as little as possible, wear like ridiculous clothes. The belief was
become a monster. They wanted to look like the hulk. What's amazing is that a lot of
the people who joined this niche is they joined it because they wanted to get more
attention from girls and then in the end, they ended up not getting any attention from
girls and getting all these attention from other bodybuilding dudes. I was like, "Man,
what is going on in this niche?" What it is is it's distortion. At a particular point in time,
let's say people who wanted to ... Let's say at a particular point in time, people looked
like this dude down the bottom. They were kind of scrawny, kind of pretty skinny. They
needed to be a bit bulkier than what they are then. Then the believed truths which
people were saying with these, eat as much as possible, heavy supplement use,
heavy weights, low reps, get as big as possible, wear as little as possible, become a
monster. These were the beliefs. This would have been good for a while as we went
up on this curve here. But then as we keep going up on this curve and keep going and
keep going and keep going and keep going and keep going, eventually we get to a
point where we get dudes that start to look like this at the top here, pretty much like not
a human. Then at that point, it's going too far. We are now way too far that way. Then
what happens is things tip and they start ... Someone else will come in and they'll be
like, "Wait a minute guys, everyone's got things wrong. We've gotten a bit crazy here,"
and that's what now happened in this niche and you can look for yourself. This is
actually going on right now. This used to happen and now there is a new people who
have come into the marketplace and this is ... They've said, "Wait a minute. Maybe we
don't want to be that extreme. Maybe there's kind of a way which is about halfway."
Now, these prevailing beliefs and trends is don't eat until 2pm. Now people are literally
saying that ... I think it's called ... Was it called the Kino? There's some sort of diet and
it's called ketogenic diet or something. It's when you literally starve yourself until 2pm.
I'm not kidding. These bodybuilders, they used to say that you should eat six eggs and
a whole turkey and all other stuff for breakfast and now the belief is don't eat anything,
starve yourself till 2pm. They used to say eat as much supplements as you should as
you can afford and I have my friends spend like three grand a month on supplements.
Now, the prevailing trend is supplements don't work. Don't have any of them at all,
nothing. It's about good food. It's not about supplements. It's about starving yourself
and then eating in the afternoon. Now the workouts, instead of doing heavy weights
and low reps, it's cross-fit style workouts. A bit more ... Because we ended up with
dudes who couldn't move their arms very far, like people were getting kind of stiff and
rigid and they were kind of bulky but kind of useless, they couldn't really do much. Now
we started getting some different types of workouts. Then people thought, "We should
get big but not too big because then like it's kind of silly." People started getting a more
normal sort of big and then they were wearing normal clothes. The belief instead of
become a monster, it was let's become a normal person. Let's become fit and healthy.
This is what the prevailing trend and belief is now. What happened is everyone started
going to distorted on this one angle and then some people looked at that as an
observer and they were like, "Hey, wait a minute. Maybe we've got ... Maybe thing
have gotten a bit too crazy. Maybe we should kind of ... Maybe we shouldn't do
everything which everyone say." This is what's happened. Now, things are coming
back the other way. Bodybuilding got distorted from the truth for a while and now it's
getting pulled back towards the truth a bit more. It's absolutely going to happen. It's a
hundred percent fact that this trend will get to a point where it's gone too far and it will
have gone too far the other way and people will be not eating enough at all and they
won't be ... They will be doing workouts which are way too all over the place. People
will end up pretty much getting back to the stage where they're not even working out.
Then someone's going to be like, "Wait a minute, we need to bring it back to the truth."
This is how all markets evolve. We used to have doctors saying that you could smoke.
You used to be able to smoke on airplanes. You used to be able to smoke in
restaurants. They used to smoke all the time. It was what everyone was doing. Now,
everyone's like you shouldn't do it at all. This thing keeps happening. As soon as
crowds get onto things, they start getting ... They start going a bit out of control. What
observers do is they look at markets like this and they think, "Where is everyone right
now?" Like, "Where is everyone's beliefs right now?" Are things going distorted from
the truth or are things kind of being corrected and pulled back towards the truth?
That's what an observer does. They form an objective view. This stuff might look
complicated but seriously, it is really simple stuff. What is this group of people and
what do they believe to be true? That's really the question you need to ask. So first of
all, you need a group of people. You need a niche. A niche could be anything. It could
be bodybuilders. It could be people who do yoga or it could be people who do
meditation. It could be people who are vegetarians. It could be people who are vegans.
It could be anything. You just need a group of people. Then you need to figure out
what do they believe to be true? What is their group belief system? Because in order
to become part of a group, you quite often have to adopt their belief systems and that's
how groups form. Groups of people form because they believe the same thing and
that's how they get on. That's all you need to do. You want to step outside of the group
and that's why consultants are quite powerful because we have external views. When
someone used to talk to me about their business problem, I was external. I wasn't
involved in the day to day. I didn't have to worry about making payroll. I didn't have to
worry about the fact that Susie was late to work today and that Jane was angry and
that the coffee machine was broken and that someone have parked in someone else's
driveway. I don't have any of that. I'm just totally clear headed from an external point of
view and I'm listening to someone's problem. At first, I used to listen to their problems
and think that what they said was what they actually meant. Then I didn't get very far
when I listen to that. I used to ask people, "What's the problem?" And they'd tell me
something, they'd say, "I need to figure out how to do Facebook ads." I'd be like,
"Okay, well, let's figure out how to do Facebook ads." Then I'd teach them how to do
that or we'd go and do that and it would end up not working. Then after a while, I was
like, "Wait a minute. These people, what if these are wrong? What if what they think
their problem is isn't actually the problem at all? What if there's something underneath
that?" If someone's saying, "I need to do Facebook ads?" I mean, why. I learned to ask
why. As I learned to ask, "Why do you need to do Facebook, why do you think you
need to do Facebook ads?" "I need to keep more leads." I was like, "Why do you need
more leads?" "Because I need to get the sales guys, I need to get the sales guys on
the phones more." Then I'd be like, "Why do you need to get the sales guys on the
phone more?" He goes like, "We need more sales this quarter." I was like, "Why do
you need more sales this quarter?" Then I'd end up uncovering something like, "Oh, I
just started this new product line and it's sucking all of this money off and if we don't
start making more money soon then we're going to be totally out of business." I was
like, "Okay, well, that's why. You don't actually need Facebook ads. This is the
problem." You see, what someone sees they need isn't quite often what they actually
need. You need to learn to understand this because when you're looking at a market,
you need to learn to listen to what they say but also ask why and kind of look
underneath it for thing to see what they believe is true isn't or it might be. We've got to
look at that. You have to question things. People who are really good in business, they
don't always just take what the word says and believe it to be that. If you do that, you'll
always get mislead in business. What is this group of people and what do they believe
to be true? That's a good exercise. Let's try an exercise to get your brain ticking on this
and cement this understanding. Now, with all the stuff, I'm trying to teach you how to
think different. Because everyone just ... No one actually asks stuff. Everyone is just
like monkey see, monkey do. Everyone just copies everyone and it just ends up ... No
one ends up with unique businesses. No one ends up really making a difference and
no one ends up having much fun, no one ends up adding much value to the world and
no one ends up making profits that are there also. I can tell you, out of all of the people
who have got awesome profits in my programs, they've learned how to think different.
They went and did something which is a bit different. They didn't just join the crowd.
This is why I'm trying to get your brain ticking. This is why I'm trying to get you to think
like this. Here's a quick exercise. What is this group of people and what do they
believe to be true? What I want you to do is you can print off this page. There is a page
in the resources section that looks just like this. You can download that PDF, print it
out and you want to go through this exercise. You want to start off by picking a niche
or a market. Don't worry, this isn't your niche or your market. It can be if you want to
but you can just pick anything. All we're trying to do here is get you thinking. Pick a
niche or a market and now define the niche or market's characteristics. How do we
kind of gather these people together on a group? What is their characteristics? Are
they people who do crossfit? Are they mothers who do Pilates? Are they people who
are into some sort of type of cooking? Are they accountants? Are they lawyers? What
is the niche? What is the market? Then how do we categorize them? Do they typically
tend to be in between a particular age group, particularly a man or a woman,
particularly in this one type of area or location? I mean, get a little bit of information
about them. Now, what do they currently believe to be true? We want to come up with
some things which they believe to be true. So like if we were doing the bodybuilding
market a while ago and still today most people probably think this in a bodybuilding
market is that the more you eat, the better, like that's what you do. You just eat like an
animal and that was the belief. There's a range of different beliefs. In the marketing
market right now, in the internet marketing and all of that craziness, whatever we call
that market, floor marketing, internet marketing, people believe that the lower the cost
per click, the better. That's the belief. The belief is that the lower the cost per leads, the
better. The higher the opt-in rate, the better. They believe that the number one metric
of all is lifetime value. What a whopping set of beliefs that is. We are going to learn
when we get into the marketing stuff that all of those are wrong, every single one.
Every single one of those metrics is wrong. Every single one of those beliefs is wrong
and it's just because everyone's followed everyone in the mad crowd like fashion and
that's what everyone's saying at all the seminars, that's what's everyone's saying in all
the training that now everyone now believes that to be the truths and I've gone and
tested with millions of dollars in ad spend and I know that those things are wrong. This
is quite crazy. I found this out with a lot of things. With sales. The way everyone used
to think sales was done or the ways still most people think sales is done is by talking a
lot, being really controlling, talking over the top of people and being the person who
talks the most and just yaps on like a crazy person. That's not the right way to do it.
Turns out the opposite way is true. Actually turns out to be speak less. You see, I've
gone in and questioned everything and I've found out that a lot of people are wrong,
like I figured out that a lot of the sales trainers were wrong. I figured out a lot of or
pretty much every single internet marketer was wrong and I figured out the people who
taught the ads were wrong and all sorts of different things. When I started questioning
things, I could not believe it. That's how I started to get really good is because I no
longer just followed what the crowd said. I figured things out properly and formed my
own views. I'm going to teach you all of those things. We're going to teach you how to
do sales the proper way. We're teaching you right now how to build a consulting
business the right way. We're going to teach you how to do marketing and advertising
and Facebook ads and all of those things the right way. This is going to be a
revolutionary training because the things we're going to uncover in here are really the
objective truth and pretty much everything that's being taught out there has gotten
distorted. It's going to be quite a ride. So you want to do this exercise. What do they
currently believe to be true? I've given you lots of examples just then. Then what do
they currently believe to be false? What are things which they think are false? What
are their deepest fears and desires? What are they really afraid of and then what do
they really want? Then is the market distorting away from objective truth or towards
objective truth? You want to plot your market on this chart. You want to look at all
these different beliefs and you ... I mean, you want to plot your market on this chart.
You want to print this out. There's a printout in the resources section below this video.
You're going to print this out and then you want to write down belief one, belief two,
belief three, belief four, belief five, belief six. Like what are the prevailing trends and
beliefs? Where are thing heading? Now, you want to sort of point where the truth is,
like where is the truth and where are people distorting. Like for this niche, whether it's
bodybuilding, yoga, meditation, whatever. You want to do this. Don't worry if this isn't
your niche. You seriously just want to get your head thinking. Pause this video,
complete those exercises right now. Don't be one of those people that doesn't do it
because remember what I told you about cause and effect. What this exercise now
and getting your brain to think this way right now might be worth a billion dollars for
you in a few years time. Don't skip it out. Congratulations, now you're thinking like a
billionaires. Billionaires look at markets and they wonder if everybody is wrong. They
don't just jump in and do what everyone else is doing. If you want an example, if I was
to look at the taxi market, like in New York, the yellow cab taxi market. I'm like, "Okay,
everyone's got a taxi and they're driving around and they're doing jobs for people, they
driving people around. So okay, well, I'm going to join the taxi market and my way of
competing is I'm just going to have a more yellow, yellow car. So I paint hub caps
yellow. I paint the windows yellow. I'll just go more yellow." I'm like, "Well, if yellow cars
is what's working, I'm going to have a more yellow car." So I have my more yellow car
and I go out to the market and I try to compete. Now, imagine what my chances are
going to be like. Probably not that good. Probably get the same amount of business as
everyone else, might get less. Now, that's the sort of thinking most people have. They
go out into the market and they do more of what everyone else is doing. They literally
have a more yellow car than the rest of the yellow cars and it doesn't work. Then
someone like Uber comes along and they're like, "Well, what if we did it this way? Isn't
all people care about like getting from A to B? What if we use an app instead of people
waving on the side of the road or making phone calls and then what if we didn't have
to pay with a card or have cash? What if it just kind of auto charge?" It's different
thinking. It's looking at everyone and thinking, "Well, maybe they're doing things a little
bit. Maybe they're ... Maybe they're wrong." Now, let's talk about what this has to do
with you and your role as a consultant. What market views have to do with consulting?
When most people look at the market, they use a strategy called monkey see, monkey
do. This is monkey see, monkey do is what distorts markets from truths and causes
bubbles inevitable busts. It looks like this, monkey see thing, monkey do thing. Monkey
teach others how to do thing. Never once did monkey question whether the thing that
they saw was right. If someone, it's like, someone invented these things called the
tripwire funnels. It had a nice name. Then they talked about it and everyone was like
what tripwire funnel? I know, this is awesome so I'm going to do a tripwire funnel. They
did a tripwire funnel and then they taught everyone else how to do a tripwire funnel
and then before long, everyone was doing a tripwire funnel and then everyone was
like, "Hey, wait a minute. Has anyone been able to get their tripwire funnel to work?"
Everyone was like, "No, mine hasn't worked either." Then everyone was like, "Oh shit,
is anyone's tripwire funnel working?" Then they're like, "No." Then they're like, "Why
are we all doing this tripwire funnels?" "I don't know." That's what happens. Just
because something is part ... Just because something is people are talking about it a
lot or a lot of people are teaching it, doesn't mean it's the right thing to do and this is
how things happen. A lot of people started saying the right way to sell was to be real
hyped up, real loud talking over the top of the other person and it just ... That's what
everyone said. It's like, "Man, if you want to sell, you've got to be ruthless. You've got
to be pumped up. You got to be like a madman. You got to be hungry." I was like,
"Man, all these sales people are like, it's like they're being on ... They're on steroids.
They just keep getting wilder and wilder and more aggressive and more aggressive." I
was like, when I tried to figure out how to do sales, it turns out that it's not about that at
all. So you see, people get distorted. People see things and then they copy people
without ever doing their own analysis and then they teach other people how to do it
and it ends up being wrong. Honestly, quite often, someone ... People go out and they
learn something and then they do it and then they teach other people how to do it and
then they find out that the original person that they saw do it copied it from someone
else who copied it from someone else who copied it from someone else who made it
up. Who just totally made it up and didn't do any research. That's what we end up ...
That's what ends up happening with human beings. We end up copying each other
and then once so many people have copied it, we assume that must be the truth when
quite often it could have just started from someone just making some stuff up. This is
how it happens. In any given market over a period of time, the imitators make a grand
total of zero dollars. I'm not joking. There's been proper studies done into this. In
markets, over a long enough period of time, people who just imitate end up making
zero. Sure, they might end up making money short term but over the long time, they
always end up back at zero. All money and common rewards in markets go to people
who innovate. Remember this, business rewards value and value comes from bringing
market participants back to truth from whatever side of the bias they're distorted on.
Whatever side of the bias people are on, maybe people are on the bottom or on the
top side, whatever they are on, people who make money bring people back towards
the truth. If you do what everybody else is doing and how they're currently doing it,
you're going to have a hard time getting any attention and getting any clients and
making any money. Imitators get zero%. Innovators get 100%. When you go and you
look at your niche, let's say you choose dentists, when you look at what dentists are
doing, you don't want to think, "Well, I'm going to teach them how to do more of that."
Because we don't know of what dentists are doing as right or not. You've got to be
willing to question things. You've got to be willing to look at a market and say, "I
wonder if things could be done a bit better." Because I can tell you that groups of
people get distorted and quite often it outsiders like you and me to come in and restore
things back to the truth. I honestly turned the tides on consulting and psychology of the
self. I completely turned the tides on consulting. I came into it and I thought things
were mad. So I turned things around and I'm bringing them closer towards the truth.
Same with the psychology of the self. A lot of people someone is someone, someone
is something and that they can't change and that's who they are forever. We have got
sayings in the Western world which is like be true to who you are. Stick to your roots.
Or be authentic. Like we think that someone is something and they are fixed in that
state. We do not believe that people can change. With consulting, everyone thought
things were you were supposed to charge hourly, you are supposed to have a lot of
certificates and a lot of degrees and everything and they also thought you had to go
out and write all these books and go and speak on stage and do all of these different
things. I didn't do any of it. I totally flipped these things. So I turned the tides on
consulting and psychology of the self. I'm about to start reforming our era in the largest
shake up since the Renaissance. It's a new day out there and this training is going to
up you at the forefront of it all as a consultant who restores truth. It's a new world of
consulting. It's a new world of a lot of things out there right now. The whole world is
shifting in terms of how things are done. We're moving from the industrial revolution
where things came from manufacturing things and selling things which we could touch.
Now, things are moving towards information optimization and things which are
intangible. Most of the SMP 500 is intangible these days. Most assets are intangible.
We are moving from a time when things were valuable if you could touch them and
see them to a time when things are valuable if you can't touch them and see them.
Things are changing big time. The awesome thing is is that this training is going to put
you at the forefront of it all in this new revolution as a consultant who restores the truth.
Now, how do I make a lot of money in my market doing what I do? Well, I do it by
bringing people closer to the truth. People don't need to go and drive a thousand miles
and fly around the world and go and speak one on one to people. People don't need to
go and do six Harvard MBAs and put all these letters after their name to go and help
someone solve their problem. There's so many things. People don't need to be all
pumped up and on steroids and shouting at people to sell stuff. People don't need to
write a book in order to help someone solve a problem. People don't need to go and
speak on stage in order to help someone solve a problem. People don't need a
YouTube channel and Instagram. People don't need any social media to help
someone solve a problem. Solving a problem is solving a problem and we've come to
believe that you need all of those other crap to do it when you don't. You just need to
be able to do it. It's just like why Leonardo DiCaprio was one of the best actors in the
world because all he is is a good ... He just focuses at being a good actor and
everyone else is out there trying to be good on Instagram and all of these other stuff
and everyone gets confused. It's a new day out there. This training is going to put you
at the forefront of it all as a consultant who restores the truth. Throughout this training,
when you're researching niches and researching yourself and your own beliefs,
understand that perception of the truth doesn't always mean the truth. Be open to
taking a contrarian view on your market and be open to questioning everything you
ever knew because your current beliefs and your current way of doing things will only
get you more of what you already have. It takes change to get change. If you continue
to believe what you believe and do what you do, then you're only going to get more of
what you already have. It's very simple. It takes change to get change. Here's a
printout from this one, something to put on your wall, something to store somewhere
so you can remember this because it is important and I have to remind myself this all
the time because I keep getting sucked into group thinking. This is something you want
to print out. It's available in the resources section below. What do you believe to be
true? Understand that perception of truth doesn't always mean the truth. Be open to
taking a contrarian view on the market and be open to questioning everything you ever
thought you knew. Your current beliefs and your current way of doing things will only
get you more of what you have now. If you want change, it takes change. If you want
to change the world, then you better start by changing yourself first. Because if you
want to change a market, if you want to help a market, well, you've got to work on
yourself first. You want to ask yourself this everyday. What is something you believe to
be true that no one else agrees with you on? This is something which we ask a lot of
the employees which we hire. Whenever I'm looking for someone who knows how to
think like objectively, I will ask them the question, I'll be like, "What is something you
believe to be true that no one else agrees with you on?" You ask anyone this question
and they squirm, they can't come up with something. Man, it drives people nuts. They
cannot come up with an answer to this question because they've never even tried to
challenge group thinking. They've never tried to come up with a view on something
which isn't the view of everyone else. This is a really good exercise to start doing. I
don't even mind if you can't come up with anything right now. All I mind, this is just
something which is going to start triggering your brain to think differently. This is going
to start triggering parts of your brain which have never been triggered before, ever.
When we start triggering these things, we're going to start turning you into a very, very,
very powerful consultant and a very powerful entrepreneur because people make
billions by answering the question at the bottom, what is something you believe to be
true that no one else agrees with you on? It's people who understand that the majority
is wrong and sometimes ... I've got to be clear here. The majority isn't always wrong.
Quite often, the majority is right. But sometimes, the majority is wrong and it's
someone, some outsider who comes in and restores things to the truth and that's how
massive fortunes are made. It's really important for me to teach you this because when
you're looking at your niche, when we teach you how to pick your niche and do your
market research, you can't just listen to what the people are telling you. If people are
telling you, "I need to do more ads," or whatever, you need to start thinking why, what's
underneath the surface here. You need to start thinking differently. Because I want to
help you create a consulting business that's really going to fly. I want to teach you ... I
don't want to just teach people how to create mediocre consulting businesses. I want
to create a totally new species of consulting business which is going to be out there
and actually make massive changes in the world and make massive improvements to
things because I think the way things are being done is wrong, like there's a lot of
distortion out there in the market. I want to create a new breed of consultants that is
going to pull things back into line and back into the truth because it's going to do
everyone a lot of good when we can pull things back towards the truth. It's your time.
You're in this training for a reason. You didn't attend a webinar, join this program and
turn up today and watch this training for just some random reason. It's your time. You
need to start thinking differently. You need to look at your market and question things.
It's okay if your market is believing lies and is actually close to the truth, there's nothing
wrong with that. But what you want to make sure is that you know. You don't want to
be caught believing a lie because it always gets people into trouble. You want to
always make sure that you know what you believe is true is at least close to true. In
the upcoming videos, we're going to be talking more about this. When we pick your
niche, when we craft your offer and your message and all of these things and
especially when we get into the mindset training in week two where I teach you all
about the new paradigm and the new world view. It's really, really important that you
have an open mind and you are willing to start looking at things differently. It's your
time. Let's do this together. Let's create some awesome consulting businesses.

Pickin your niche

Hey, everyone. Sam Ovens here, and welcome to this training video on picking your
2.0 niche. You're probably thinking, "What is a 2.0 niche? Like I know what a niche is,
but what's a 2.0 niche?" It's a very good question, and in this training video, I'm going
to introduce a new idea, which is that traditional niches, they're old, and it's time for a
new way to pick niches, and it's time for a new way of categorization and a new way of
niching, so that we can end up coming up with unique businesses, unique
propositions, unique solutions, and really evolving the marketplace as much as
possible, because things have gotten stagnant. When I look outside and I look at
things, it's just too many people in too many classical niches, all just monkey see,
monkey do, just copying each other, and it's a massive problem. No one can stand out
from each other. Everyone thinks they're targeting the same people, and it's just pretty
crazy, really. In this video, I'm going to show you how to pick your 2.0 niche. I'm going
to explain what a 2.0 niche is, and then we're going to go, and we're actually going to
start doing some work in this video. In the other videos, in week one, leading up to this,
we have been talking a lot about the theory of things and getting you thinking right,
understanding, conceptually, how a consulting business works. Well, now we're going
to start taking some action. We're going to start doing some exercisers, and we're
going to actually pick your niche. You want to have a pen and paper handy, and you
want to pay close attention to this video. Let's get to work. Why pick a niche? Why not
just target everyone? I mean, wouldn't it be better to target the whole world instead of
just a small, little group? Well, here's why you should pick a niche. My first point is the
man who chases two rabbits catches none, and the man who catches every rabbit
certainly catches none. So if you go and target the whole world, then I guarantee you,
you won't get anyone. However, if you were just to target a specific group of people,
then you're going to get a lot of people. It's kind of the reverse to what most people
think. Everyone thinks they should make their audience as big as it could possibly be,
however, in doing that, they get nobody. You just imagine this, for example. Let's say
you're at a train station, and you're trying to get people's attention, you're trying to get
someone's attention. You're standing over on the side of everyone walking past, and
you're just yelling out, "Hey, everybody! Hey, everybody! Hey, everybody, can I get
your attention, everybody?" Everyone's just walking past, and they ain't looking at you.
However, then you were just like, "There must be someone in this crowd called
Henry." So you're just like, "Hey, Henry!" Someone is the crowd is like, "Oh, what's
that?" He turns over to you, and he looks at you, and you've got his attention. Well,
that's how it works. Or if you said, "Hey, is there a doctor in here?" The doctors are
probably going to look. This is what happens. When you target everyone, you get no
one. However, when you're specific, you get people's attention. That is why it's so
important to pick a niche. The man who chases two rabbits catches none, always
remember that. Specialists earn more money, and they get more respect, and they
have more fun. That's a fact. I tell the story all the time about the general practitioner
versus the brain surgeon. A general practitioner, a GP, like a doctor who sees a whole
bunch of patients and is a generalist doctor. Typically, they sit in an office which is very
small. It usually has no windows. It's a pretty depressing little office, and they work
very long hours, and they just see back-to-back patients all day long, for like 15
minutes at a time. It's a numbers game. They're just seeing as many patients as they
can, just rolling them through. A patient comes in, they diagnose their problem, and
then it's onto the next one, onto the next one. They have to see a lot of patients. They
have to work long hours. They get worn out. They work in a very small, not a very nice
office, at all, and they don't get very much respect. You never hear about a general
practitioner getting praised for their work in the newspaper and magazines. You don't
hear about them being geniuses or anything like that. They don't get paid very much,
either. That's the general practitioner, the generalist. Then, you've got the brain
surgeon. So the brain surgeon is still a doctor, but this time, it's a doctor with a
specialty. The brain surgeon typically works in an awesome office. It's designer.
Everything's laid out nicely. It looks amazing. Then, they only have to see a couple of
patients each week. Sometimes, it's only two patients a week. They don't have to work
as many hours. They just come in for those two surgeries, and that's it. They come in,
work their magic, then they're out. They are often praised as geniuses and celebrities.
They get write-ups in the news. They get put in the newspaper. They get put on the
news. Everyone respects them for their work and their craft. They think that they're just
a total genius. They get paid, on average, 30 times as much money as the general
practitioner. Imagine that, 30 times. We're not talking about a small little pay rise here.
We're talking about someone making 30 times as much money. They're both doctors.
Both of them went to med school. Both of them are doctors. They've both got the D-R
thing in front of their name, so why is there such a massive difference? The difference
is because one's a generalist and one's a specialist. A general practitioner is a
generalist, and a brain surgeon is a specialist. In business and in life, specialists earn
more money, they get more respect, and they have more fun. This is a really important
thing to understand, because when I got started in business, I thought that it was best
to just cast my net as wide as possible. I was just like, "Well, the more people I target,
the better, 'cause it's the more possible people I could get." However, I ended up
getting no one because of that. Your marketing is more powerful, your conversations
are more meaningful, and it's much easier to get clients when you know exactly who
you should be talking to. When you choose a niche, your marketing gets 10 times
more powerful. If you go onto Facebook, and you run an ad, and the headline of the ad
says, "Hey, everybody," it's not going to work very well. However, if you write an ad on
Facebook, and you're like, "Are you a doctor?" and then you target doctors, it's
already, just by picking that niche, it's already 100 times more powerful. By picking a
niche, you actually get everything in your favor. Everything is going to start skewing
towards you, and things are going to get a lot, lot better for you. It's hard to be the best
in the world at multiple things, however, it's surprisingly easy to become the best in the
world at something specific. A lot of people, they look at experts, like they look at
someone who's really good at something, and they're like, "Oh, that person must be
gifted or something." Well, that person just focused on one thing and forgot about
other things. If you want to know how I got so good at consulting and teaching
consulting and everything, it's because I didn't do a whole bunch of other stuff. If you
go and look at my social media profiles, they're barely existent. I don't post a lot on
social media. I'm not a social butterfly that posts all sorts of photos and comments on
things. I don't even have a Snapchat account. I refuse to install that app on my phone.
I don't have any posts on Instagram. I don't have anything. The reason is because I
focused on this. I was like, "I'm just going to master the craft of consulting. That's what
I'm going to do." I didn't master Snapchat. I had to say no to a lot of things in order to
focus on this. That's not really picking a niche by choosing not to do Snapchat, but it's
the same sort of thinking. It's not doing everything. It's doing something specific, so
that you can be really good at that, and letting go of the other stuff. You're sacrificing
everything to be good at something. That's what you have to do in life. You have to
sacrifice everything in order to be good at something. Everyone's like, "Well, I don't
want to sacrifice everything." Well, it's like if you don't sacrifice everything, then you're
going to get nothing. But if you sacrifice everything, and you get something, at least
you get something. It's a different kind of way of thinking. If you go out and you try and
target everyone, and if you make everyone your customer, you're going to end up with
no business and no money, and you're going to end up an expert at nothing. However,
if you focus on something, you will get it. That is like the same story of the man who
chases two rabbits, catches none. The man who sets out trying to chase both rabbits,
he's like, "Screw just having one rabbit. I want all those rabbits." He ends up getting no
rabbits, and he's like, "Damn, should've just chased one of them." The same thing
happens in life, same thing happens in business. It's very, very, very important to think
like this, and this is why we pick a niche, and this is why we are very focused with what
we do. Let's remember why people hire consultants. We covered this in the previous
videos here in week one, and if you haven't watched those videos, go back and watch
them right now. Just pause this video, go back and watch them, because seriously,
this video is not going to make any sense unless you've watched the other videos in
full, so don't be that person. Believe me, it's not going to make sense. Remember why
people hire consultants. Why people hire consultants is because they want ... They
have a current situation, which is where they are now. This is their current situation,
their current self. They're like, "This is me. This is my situation. This is where I'm at
now." Then, they have their desired situation, which is where they want to be in the
future. This is their desired self, their desired version of themself, their desired
situation. Then, there's a gap between these two things. The gap is what creates all
desire, all demand, all everything. A consultant is an expert at solving a particular
problem and helping somebody make a particular transformation in their life or
business. A consultant is someone who helps someone go from their current situation
to their desired situation, or their current self to their desired self. They're pretty much
the same thing. Remember that's why people hire consultants. To start a successful
consulting business and help people make a transformation, you must pick a niche.
Everyone in the world doesn't want the same things. Not everyone wants the same
thing. Some people want to make a lot of money. Some people want to give away a lot
of money. Some people want to be fit and focus on having abs, and they don't care
about how much money they have. Everyone's got totally different wants, totally
different desires, totally different problems. People are different. They just have
different desires. So when you target everyone, you can't get their desire right, and
you can't get their problem right, because all of them have different problems. You'll
see one client today, and they're going to tell you that life's like this. Then, you'll see a
different client the next day. They're going to be totally different again, and you're
going to be like, "Man, this thing is so complicated, because everyone is so different,
and everyone's so unique, and we have to offer such bespoke things." But it all
changes when you pick a niche. When you pick a niche, everyone falls into line, and
all of them have similarities. What their desired outcome is pretty much the same as
everyone else, and this means that you now have focus. Now, I need to warn you of
some things first, because this is a major hangup point for most people, and it doesn't
need to be. When we go to pick a niche, it's quite funny, because it's ... Well, it's not
really funny for the people who can't pick their niche, but I've observed that people
have never really been forced to make a decision on things. They've kind of been told
it's all right to be in limbo all the time on every single decision all the time as they go
through life, and now all of a sudden, they need to pick something. It just destroys
them, because they can't pick something. It's so simple. You just need to pick
something. It doesn't matter if it's right or wrong. This why I'm going to just give you a
brief warning. When you're picking your niche, I want to warn you of some things first,
because a lot of people get hung up here, and they don't need to get hung up here.
There's simply no reason to. Don't fall victim to these niche mistakes. Number one is
don't think that you're marrying your choice of niche for the rest of your life. This
decision which you make for your niche, you're not married to it. If you pick plumbing,
you're not stuck with plumbing for the rest of your life. If we choose plumbing, and then
in a month or two, we find that this other niche is better, we can just change it. It's
easy. Don't think that you're marrying your choice of niche for the rest of your life. Don't
fall victim to not being able to decide and being torn between multiple things. Everyone
can come up with four or five ideas for a niche, and then they can pick one from those
five. There's absolutely no reason why someone can't pick one, because it doesn't
matter if you get it wrong. You can always change it later, but you need to pick
something to start. Then, feeling like you have nothing to give and no ability to create
value. Don't even think about whether you can help the niche or not now. When you're
picking a niche now, you don't want to think, "Can I help them or not?" You don't want
to think, "Am I able to create value for these guys?" or, "What solution am I going to
offer?" or, "Will they pay me money?" You're already thinking too far ahead. All you
need to do is pick a niche. There is absolutely nothing else to it. You just pick one.
Then, copying what other people are doing or have done, instead of owning this
decision yourself. I notice a lot of people, whenever they can't make a decision, they
try and offload it onto someone else. They're like, "Hey, man. Do you have any
suggestions for good niches? Does anyone know what a good niche is?" You're
probably wondering, "Wow, Sam gives us so many things in this program. He tells us
exactly what to do, but how come he doesn't give us a list of niches?" Or, "How come
he doesn't tell us what niche we should pick? Why does he leave this one kind of up to
us?" It's a very good question. If I was to give people a list of niches, what do you think
would happen? Everyone would go in and choose those niches, and then everyone
would be marketing, and it would be totally distorted, and they wouldn't work, and
everyone would just be furiously competing in those niches for no reason, other than I
just told people to do it. This is how things have gotten distorted. People have said,
"This niche is where everyone should be," or, "This is what everyone should be doing,"
or, "This is a good niche. This is a bad niche." It's not like that, at all. The grass isn't
greener on the other side. The grass is greener where you water it, and that's true
when you pick a niche. It doesn't matter what niche you pick. You can create
opportunity in that niche. It's really important that I leave this one thing up to you to be
able to choose, because otherwise, I'll create distortion in the marketplace. I don't want
to create distortion. I need to make sure that we have variation between our different
businesses. Otherwise, I've got so many people in my programs. If I told everyone
what niche to pick, I would end up distorting the marketplace, big-time, and no one
would be able to make any money. Don't think you have to copy what other people are
doing. Don't look at what others are doing in the Facebook group. Don't look at what
other people are doing in different places. Own this decision yourself. If you're wanting
to become a businessman and an entrepreneur, now is the time to start taking some
responsibility and owning some decisions yourself. I'm going to give you pretty much
every single thing you need to start your consulting business, but there's a few key
decision you're going to have to do on your own. Being too afraid to be you and do
what you know you want to do just to conform and fit in. A lot of the time, people know
what they want to do. They know what niche they want to choose. They know it.
However, they don't do that, and they pick something else, just because they want to
conform with everyone and fit in. Sometimes, someone might really want to do
something in the health and fitness niche, but because everyone else is doing
something to do with digital marketing, they go and do digital marketing. I've noticed
that the people that do the best, they don't just conform and fit it. They don't do what
everyone else is doing. They think for themselves, and they conduct their own
analysis, and they choose their own niche, and they provide their own offer, and
they're unique. So don't be too afraid to be you. Seriously, it doesn't matter whether
you pick the wrong niche or not, and I'm being totally serious here. Let me tell you a
story of how I got started, so that you understand how things evolve. I'll tell you how I
picked the wrong niche like a hundred times, and how it doesn't matter, because I still
ended up here. Here's the journey I went through to get here. I started an online job
board for job seekers, and that failed. Then, I started an online lunch delivery business
that failed. Started property inspection for property managers. That was successful.
Look at all these niches. I started off with the job seekers niche. Then, I was in the
lunch delivery business or lunch delivery niche. Then, I was in the property inspection
niche. Then, I was helping local businesses, so that's not really even a niche. That's
like I was a just a generalist. Then, that evolved to doing digital marketing for different
types of businesses, no niche. Then, I kind of went into service-based businesses,
which is a kind of niche, and then, that evolved into doing digital trainings on how to
start the digital marketing business, and now, I was in the digital marketing niche.
Then, that evolved into helping people start a consulting business, and that's when it
evolved into the consulting niche. Then, since then, it's evolved 10 times, probably
more like 20 times, and I've improved the programs. I've improved the methods. I've
really refined my niche again, and again, and again, and again, and again. It's gotten
to the point now where it's really razor-sharp, crystal clear. I know my niche better than
anyone else on the face of this earth. Not only that, but I understand their problems
better than they do themself. I could write a day in their diary, and they could pick that
up, and they would be like, "Oh my God, something ... This is spooky. This person
must be a psychic." I understand their current situation and their desired situation
better than they do themself. I know that niche so well. Look at how I got here. I picked
the wrong thing, and it didn't matter. I eventually ended up getting closer and closer to
what I was good at, and I ended up in the right spot eventually. The key here is that
you have to start. If I had never picked anything, if I hadn't started a business, if I didn't
start my job seekers website, I would have never ended up here. I would still be back
at the starting line, looking forward and thinking, "Oh my God, there's so many different
choices. What niche should I pick?" I would still be there. Truthfully, I had a few friends
who I met, who were starting their own business back then, and they were paralyzed
with the decision, too. They were like, "Oo, I can't really make a decision on which
niche to pick or which idea to pursue." I've looked them up recently. It's been like five
years since then, and guess what? They're still trying to pick the perfect thing. These
guys are still trying to think, what's that perfect thing to pick? They haven't even
started. I've gone and pick 10 of the wrong things, gone through them all, ended up
finding the right one, and ended up making more than $20 million. These guys still
haven't even chosen anything. You can see that the key is that you have to start. It
doesn't matter if you pick the wrong thing. You have to choose something. It doesn't
matter where that is, you just have to start, because you'll never know things for sure
until you get in motion and start moving forward. I like to think about it like a car. If
you're sitting in the car, and you turn on the steering wheel, and you turn left, or you
turn right, or whatever, it ain't going to be able to move. It can't turn left or it can't turn
right. The car has to be in motion for the steering system to work. The car has to be
moving forward in order to move left or move right. That's true with business. A lot of
people think that they can move left and move right, and get their decision perfect
before they start, but you need to start moving in order to be able to use the steering
system. The steering system doesn't work until you're in motion. That's why it's so
important to pick something, start moving forward, and it doesn't matter if it's wrong.
You can change it. What is a 2.0 niche? Right now, we've talked about why you need
a niche. I've driven that point home. You know you need a niche, because the man
who chases two rabbits catches none. You want to be the brain surgeon, not the
general practitioner, because you want to work in a nice office. You want to get praise.
You want to be considered the genius, and you want to make a ton of money and have
a lot of fun. Why wouldn't you? You want to pick a niche. you want to be a specialist,
and you know why that's important. You know that in order to pick a niche, you can't
get paralyzed by the decision. You can't think, "Well, what if I pick the wrong one?"
Who cares? It doesn't matter. Picking the wrong one is better than not picking
anything, because in the act of picking the wrong one, you're going to pick the right
one. Think about it like that. Now, I want to introduce a new idea to you called a 2.0
stage niche. This is something totally new. You definitely would not have heard about it
anywhere else, because no one else has ever talked about this. No one else has ever
done any sort of training or anything like this. Everyone thinks that niches are niches,
and that if you go out there and you pick a niche, like accounting, or go out there and
you pick a niche like lawyers, and that's it. Well, that's really, really, really dumb
thinking, and I'm going to show you why the world has gotten distorted, and why we
need new ways of thinking and new ways of categorizing business industries and
niches. Here's the classical definition of a niche. Traditionally, niches were thought of
as industries and industry verticals. You could scatter all of these different people onto
a chart, and the people that came together like this, you'd be like, "Okay. Well, these
are the accountants, because they have accounting degrees, and then they work in
accounting firms, and these are lawyers." People defined them as things as they
currently are with no regard of what they want to become. It's kind of like things with
defined static. It's like in order to define a niche, we would just freeze things in a
moment of time, and then we would look at things as they are, and we wouldn't really
look at what they're becoming. We had two different ways that people looked at
businesses and niches. They were called B2B and B2C, business to business, and
business to consumer. This caused a lot ... This still causes a lot of chaos in the
market, because a lot of people, who think they're a B2B business, think that
Facebook ads doesn't work for business to business. They're like, "Well, I'm B2B.
Facebook ads doesn't work for B2B." Then, a lot of people are like, "Ah, no. We've
been asked. That won't work for B2B," or, "Ah, no. That is too personal for B2B. In
B2B, we wear suits and ties, and we go and visit the client in person, and we charge
per hour." You see, this thinking of B2B and B2C has really, really deluded everyone.
Some different examples of classical niches, so accountants, lawyers, plastic
surgeons, dentists, insurance, real estate, just really cut-and-dry, black-and-white
things. This is how people think of niches. Now, the problem is if you just think like this,
then you're going to end up in a market with a ton of competition, and you're always
going to end up just copying what everyone else is doing, because you're just thinking
the same way everyone else is thinking. Classical niche categorization assumed that
the only way to cut a cross-section was vertically or horizontally, which assumed linear
binary systems that are static. Categorization is assumed B2B or B2C, and in verticals
or horizontals using one criteria. What I mean by one criteria is we're like, "Well, are
they accountants? Okay, well they're accountants." That's how you chose a niche,
were like, "Well, we're in the accounting niche," and that was it, or "We're in the legal
niche," and that was it. This binary way of categorizing complex data resulted in a
limited number of possible categories, and overcrowded industries, lack of innovation,
poor advertising, and lifeless, stagnant businesses that just did what everybody else
was doing. I want to introduce the 2.0 stage niche. This is a new thing which I'm
introducing. I invented this thing, and I'm bringing it in here, into this new way of
thinking, to help people break free of all of these old ways of thinking, which is just
limiting everyone and turning everyone mad. 2.0 stage niches, or 2.0 niche
categorization assumes complex, non-linear systems that are ever-evolving. Instead of
asking what is something, we ask what is it becoming? Because let's think about this
all of a sudden. B2B and B2C, it's really quite mad. People think, "Well, I'm in B2B, and
so Facebook ads doesn't work for me," or, "I'm in B2B, and we have to wear a suit and
tie." But if someone was in B2C, they're like, "Oh, well I'm in B2C, so Facebook will
work for me." Well, people have just gotten pretty crazy, because in my understanding
of niches and what I'm bringing forth in this 2.0 stage niche categorization is we're
merging B2B and B2C together, and we're considering it B2P, which is business to
people. Really, we're not even really a business. We're really just people, too, so it's
really P2P, people to people, because that's how you've got to think of it. As soon as
you start thinking of yourself as a business talking to a business, well, you're not
actually talking to a business. You're a person talking to a person. People say, "Well,
we do B2B, and so Facebook doesn't work for B2B." I'm like, "What?" I'm like, "Who
owns the business?" They're like, "Well, people." I'm like, "So you don't think there's
people on Facebook?" This is people have gotten pretty crazy. We don't assume B2B
or B2C. We just call it B2P, business to people, and this allows us to have ... We can
think more clearly. Then, we use clusters instead of cross-sections to categorize
different industries and niches, and we do this with an infinite number of criteria,
meaning there are infinite possible combinations and mutations. This might sound a
little bit confusing right now, but trust me, it's really simple. I'll give you a couple of
examples in just a minute. Let's look at some examples, classical niches versus 2.0
niches. Classical niche examples, as they are with limited categories, the classical
school of thought is business to business or business to consumer. In business to
business, we'd have accountants, lawyers, insurance, printing, manufacturing,
shipping, really cut-and-dry boring stuff. Then, we'd have business to consumer, and
people would categorize them as high income, low income, teenagers, adults, couples,
families, just frozen. It's static things. Now, with 2.0 niche categorization, we look at
things as what are they becoming? We have infinite categories. We look at things as
not static, but evolving, because people, consumers aren't the same, and they're
evolving. We've also got businesses. They're evolving, too. Sometimes, someone
wants to be in a niche, but they're not in a niche. If we just use the traditional niche
categorization, if we're targeting accountants, then what about the people who want to
be accountants? It's kind of like they just fall outside of that. With 2.0 stage niche
categorization, we're looking at something as where they are now, and then where
they want to be. We're looking at their trajectory. We're looking at their evolution and
their movement, and where they're trending. We're looking at things as they are
evolving, and that's how we're categorizing things. We're not just looking at a dot on a
map and saying, "This is what it is." We're looking at a dot on a map, and then a
desired dot on a map, and we're grouping people by desired outcomes. We're looking
at desired evolution, instead of where they are right now. Now, let me give you an
example of this. So we just throw away, we totally throw it in the trash, business to
business and business to consumer, stupidity. Throw that in the bin. It's business to
people, and really, it's just people to people. We're just some people here with a
business that are talking to some other people with a business, or we're people talking
to other people, real simple. It helps you get out of that overly formal business to
business sort of thing, where people start writing ... They start typing things like they're
typing some sort of Shakespearean letter to someone, because they think that they're
a business. They're like, "Well, just 'cause I'm B2B, I have to speak all formally and put
all of these ridiculous words in here that no one else can read." But it's like no, it's a
person that's reading that on the other end. This is how advertising and everything
gets really distorted. People need to understand that they're always writing to people.
They're always selling to people. With business to people, with 2.0 stage niche
categorization, we could have these different examples, people who want to become
accountants, accountants that want to do things differently. With classical niche
categorization, if someone targeted accountants, then they would probably just sell
accountants what every other accountant's doing, so they'd be like, "Okay, well, we're
going to help you make more cold calls, and we're going to help you do more billable
hours," right? Because that's probably what most accountants are doing. They're like,
"Well, this is the accounting niche, and this is what the accounting niche is doing, so
I'm going to enter this niche, and I'm going to help them do more of what they're
already doing." That is old thinking. That's the thinking which I'm getting us, as a
community and as a group, to leave in the gutter, because that's where it belongs. You
could come in with 2.0 stage niche categorization. You could say accountants that
want to do things differently. You could target accountants, and you could help them
escape charging per hour, so accountants that don't want to charge per hour, or
accountants that want to work virtually, or accountants that want to work for themself
instead of for their firm, all sorts of different things based on people who want to
become something and escape the standard way of doing things. When we think of
things binary, which we used to in classical niche categorization, all we end up doing is
helping people do more of what they're already doing. We pick a niche, accounting,
and we're just helping someone become a better accountant using ... But what that
means is we're going in there and we're just helping them do more of what they're
already doing. However, sometimes, people might want to actually do things
differently. Then, we could have low income earners who want to be high income
earners. With 1.0 stage niches, classical niche categorization, we would say, "Oh,
someone's low income, therefore we don't target them, because they're low income,
therefore they're always low income." Well, it's like, "Well, what if they want to be high
income?" I'll give you a really good example of this. An example of this would be Apple
and the iPhone. When Apple first was coming up with the iPhone, they had lots of
meetings and everything, and they said that the iPhone was going to cost $1,000.
Everyone was like, "You guys are stupid." They were like, "No one is going to pay a
thousand dollars for a phone." They were like, "We've done the tests. We've looked at
the market, and you know, the only people who buy a thousand dollar phones are like
princes in Dubai, who buy these solid gold phones with all these diamonds on them."
They're like, "No one else spends a thousand dollars on a phone. No one has a
thousand dollars to spend on a phone." They were like, "You guys, this is going to flop.
This won't work." That thinking is thinking of things as they are, like at the current state
of the market, before, no one spent a thousand dollars on a phone. It wasn't normal.
People had very cheap phones, like a couple of hundred dollars. If someone said to
you, "Are you going to buy this phone? It costs a thousand bucks," everyone would be
like, "Hell, no. There's no way I'm buying this phone for a thousand bucks." It's just like
coffees. They used to be like 50 cents or something, and if you went to someone and
you asked them, "Would you pay $5.50 for a coffee?" They'd be like, "No. Are you
stupid?" Now, look what's happening. Everyone's spending that for a coffee. Using the
old thinking, we just say things are the way they are. However, Apple knew that if they
created a product and a phone that could be as beneficial as the one which they
created, they knew people would find the money, and they knew people would buy it.
They made a product so spectacular, and that had so many benefits, that even people
that didn't have a thousand dollars started finding a thousand dollars to come up with it
and buy it. Now, pretty much everyone has a iPhone, and pretty much everyone
spends a thousand dollars on a phone. Who was right there, the people how used the
old, classical way of thinking, or the new way of thinking? Just like when Starbucks
came in and revolutionized America with fancy coffee, now every American's lining up
... I live in New York. If you go into New York, I swear there is a Starbucks on every
second block, and they're always jammed. All these Americans are just queued up out
the door to spend five bucks on a coffee, but if you'd asked them this a couple of years
ago, no one would have spent that much money on a coffee. This is the difference.
This is the difference in thinking. You're not looking at something as it is. You're
looking at something as what it is becoming. We're using two different ways to
categorize. We're saying where are they now, and where do they want to be? We're
looking at the evolution of it. Low income earners who want to be high income earners,
adults who want to live like children, couples who do yoga and want to be rich, single
people who want to have families, these are the different ways to think. What do
people want to become? This will start to unlock different possible niches for you.
Classical niches are static, plain, and limited. They look like this. It's a bunch of dots on
a screen, and we're just freezing them. We're like, "People are who they are. They
never change. Businesses are what they are. They never change. And people always
want to do things the way they've always done them." We're just like, "That's it, static."
However, 2.0 stage niches are evolving, new, interesting, and infinite, things are
moving around. So why not just keep it simple and plain? Why am I telling you to start
thinking like this instead of just picking ... I could just hand you accounting, and be like,
"Here you go. Accounting's the niche to go for." This is why we need to think differently
about niches. Imagine there's 7.4 billion people on earth, which there is. There's
probably than that by now. Then, imagine there's 125 million businesses, then 16
classical industries. Now imagine that there are 7.8 million businesses per niche. Now
imagine trying to stand out and get customers. Classical niches say there's only this
many industries. There's accountants, lawyers, dentists, plastic surgeons, they say
there's these different things, and that you've just got to pick one, and then compete
with the other 7.8 million people in there. That's because people are thinking wrong.
We need to think of niches in different ways. Admittedly, it would be much easier for
me, in creating this training, to just hand you a niche like accountants and say, "Here's
a good niche. Go for it." However, that would be wrong for me to do, because it would
put you in a market that seriously limits your ability to make exponential profits. I'm
going out on a limb with this training and getting you to think for yourself in ways which
have never been done, so that you can get massive results. Now, let's talk about how
to pick your niche. You've got the skills that you have or can learn, the industries that
you know, and the market's needs and desires. We've got these three things. We've
talked about these three things before, the skills that you have or can learn, the
industries that you know, and the market's needs and desires. You've got these three
circles. Your niche is really the perfect overlap of these three things. It's the spot in the
middle which perfectly combines all of these variables. It's like where your skills can
add value to an industry, and where the value that you're adding is actually solving a
problem or helping achieve some desire. Out of all three of these different things, most
people, with the traditional school of thought, they think that the most important thing
out of all of these is the skills. They think that the better your skills, the more money
you're going to make. Most people are out there just trying to get really skilled. We see
this all the time. Most people go to college, and they're getting 10 degrees. They're
getting 2 MBAs, they've got all these letters behind their name, and they're just getting
more skilled, more skilled, more skilled. They're getting more certificates. They're
doing so many workshops. They've got so many degrees that they can't even
remember what degrees they got. Then, they wonder why they don't have any money.
They wonder why no one's hiring them, and they're like, "Everyone's so stupid. If only
everyone knew how smart I was." Whenever someone says that, there's quite a funny
thing. If only everyone knew how smart I was. That's when someone's got things
around the wrong way. It's not about the skills, and it's not even really about the niche.
Most people think the niche or the industry is really important, or they think their skills
are really important. Truthfully, the most important out of all three of these things is the
market's needs and desires, this one I've got the arrow pointing to right now. The
market's needs and desires are more important than anything else. You can choose
hedge funds, and you know that's going to be one big, rich niche. They've got a lot of
money, hedge funds. In your skills, you could have a Harvard MBA with first class
honors in every single paper you've ever done, right? Now you've got pretty good
skills, and you've got the best niche there is. However, if you just ... I mean, you go try.
Go try pitching your services to hedge funds with just a Harvard MBA. No one's going
to even take a meeting with you. You can see the traditional way of thinking is wrong,
because we could take the most skilled person there is, and we could take the richest
industry and niche there is, and still, they can't get any business or get any clients.
That means that the most important element, by far, is the market's needs and desire.
When we do this correctly, we could take someone with no skills, and we could put
someone in an industry which supposedly isn't even that great, and they could get
clients. This is how it works. I don't have any degrees. I didn't finish my university
degree, so I have no letters to put behind my name. I don't even have any certificates.
I don't have any qualification, at all. I'm not certified to do anything. Somehow, I am in
the consulting industry, which is where there is more MBAs from Harvard, and Yale,
and all of those things, than you could possibly imagine. Somehow, I still beat them.
Somehow, I still make a whole bunch more money. How does that happen? How does
some young person with no degrees, no qualifications, go out and beat the other
people in this industry which they're supposed to know and conquer? Well, it's
because I look at the market. I look at what the market wants, I look at what the market
needs, and I see the current situation and the desired situation. I see where people
want to go, and I see that desire in there, and I just focus on that. It's not about me, at
all. I don't think about how I can get better certificates and everything. I just think about
how can I solve my customer's problem better than anybody else? That's what you
want to start thinking like. You've got to stop thinking about yourself, and you've got to
stop thinking about picking the perfect niche, and you've got to start thinking about
finding out what the people in this niche really want. What is their desire? What
problems are they facing? Because this is the most important element, by far. We've
covered a lot of theory by now, and this has been really important, because a lot of
people, when they come in, and they want to start a consulting business, they have no
idea what makes up a consulting business. What are the forces at play that make a
consulting business successful or unsuccessful? A lot of people just think, "Well, it's
because they use Facebook ads," or, "It's because they use Sam's sales script."
Those things are powerful, but believe me, if you mess up your foundations, it's not
going to do anything. If you have a business with poor foundations, it doesn't matter if
you're the best salesman in the world, it doesn't matter if you have five million dollars
in your bank account that you can spend on Facebook ads. It's all going to go in the
trash. You're going to get wiped out. It's all about the foundations, and then Facebook
ads, and sales scripts, and things like that, that just adds fuel to the fire. It's like
pouring gas on a fire. If we get a strong flame going by getting your foundation set
correctly, then when we get into sales, and Facebook ads, and stuff like that, it's just
like we're opening a firehouse of gasoline onto that fire, and it's just going to go boof.
That's how you get awesome results. You get your foundation solid, you get a really
strong flame burning, and then you add the accelerant to the fire. We've covered the
theory now, and that was important stuff to do. Hopefully now we've got you thinking
clear, how a consulting business is made up, and how it works, and what the dynamics
are. Now, it's time to actually do some work. Now, let's get to work and find your niche,
but I'm going to remind you once again, don't fall victim to these niche mistakes. Don't
think that you're marrying your first choice of niche, and don't get torn in between some
decision, and don't the feel like you have nothing to give this niche or no ability to
create value. Don't even think about that. You just need to pick something right now.
And don't look at what other people are doing and be tempted to copy them. Don't be
too afraid to be you. Don't just try and conform with everyone else. Do what you know
you should be doing. Step one, really easy, this is super easy. Now, don't think about
your niche, at all. This is just listing five things that you're good at. This can be
anything. Forget about whether it's business related or not, just write down five things.
I don't even care if you write down surfing, cooking. I don't care what it is, just write
down five things that you're good at. Pause this video right now, grab a pen and paper,
and write down five things. It could be something like math, accounting, engineering,
snowboarding, personal training. Just do it, write down five things. We're just getting
you taking action, and we're just getting you warmed up. Most people never actually
stop and think about what they're good at, so write these down. Do it right now. All
right, step two, ask five to 10 people what they think. This step is extremely important
as we often can't identify our own strengths because we tend to undervalue them and
take them for granted. This is why we need to step outside of ourself and gain an
objective view from a group of other people, so we can hear what they think. Let's do
this right now together, and don't delay it. It's a simple five minute exercise that will get
you surprising results that can help you find your niche. This has unlocked the gates
for a lot of people. A lot of people, when they do this, it's like boof, they've got it, so
make sure you do this exercise. First step is list five to 10 friends. They could be family
members, friends, or just anyone that knows you well. Pause this video right now, grab
a pen and paper, write down five to 10 friends. Now, open up your email account,
whether that's Gmail or whatever, and let's send these emails right now. Don't delay it
until tomorrow. Don't delay it until anything. We're doing it right now. Here's the email
template. I've put in the resources section a document where you can just copy paste
this. It's simple. You can just copy paste it, so it'll say email template. It should be in
the resources section. Download that, copy paste this, go into Gmail, and then you just
need to change the name, and that's it. You'll say something like this, "Hi, David. I'm
attending a training program that's helping me figure out my own unique abilities, and
the person who was directing the training encouraged us to ask a close friend to
provide some feedback on what you believe I'm skilled at and not skilled at. Here's the
questions, number one, what are my strengths? What can you count on me for?
Please state three to four things," real simple. "What are my weaknesses? What can
you not count on me for? Please state three to four things. And what is my unique
ability? What am I the best in the world at?" That's it. That's all the email is. You just
need to copy paste this into Gmail, send it to those five to 10 people, and the only
thing you need to change out is the name, so hi, Bob. Hi, David. Hi, Ben. Hi, Ashley.
Hi, whatever. Go ahead and do that right now. Pause the video and do it. I'm not joking
around with this email. It's seriously powerful, and if you don't send it right now, you're
only hurting yourself and your results. You're only letting yourself down. Now it's step
two. Now, we want to list five industries, niches, or groups that you know. This can be
anything. Forget about whether you can add value to the niche or not. Just write some
things down and get into the habit of taking action. Grab a pen and paper, pause this
video right now, and write down five industries, niches, or groups that you know. This
could plumbers. It could be newlywed couples, young women experiencing binge
eating issues. It could be anything. It doesn't matter if it's business related, consumer
related, none of that matters. Remember I said we're doing business to people. We
are in the business of dealing with people. We don't deal with businesses or
consumers. Both of those people are people. Just write some things down. Now, ways
to think of this is, throughout your life and your career, you might know some different
industries because of your job, so a lot of people, they might have worked in
advertising for a long time, so they know advertising. They might know aviation. They
might know the snow removal industry. They might know the hospitality industry. They
might know the casino industry. Based on your life experiences so far, you're going to
have learned a few things, so write down those niches. Or you might be really
interested in some niches, like you might work as a lawyer, but you might be
fascinated with this other niche and research it all the time, even though you work as a
lawyer. You might just be interested in it. Or you might know a lot about a niche
because your parents have been in a niche, and at home, you've just observed them.
Quite a lot of the time, someone has ended up wondering what their niche is, and then
all of a sudden, they realize, "Oh my God, both my parents are dentists, and I know
everything about dental industry, because I hear about it every day. My dad's one of
the most successful dentists and most respected dentists in the industry, and I know
everything about dentists, and I used to work at the dentist when I was a kid, so I've
even worked there. I fully understand this thing." I'm like, "Okay. Well, it's probably a
good idea to pick as your niche, because you already know quite a lot about it, so let's
just choose that one, and let's start doing some research in it." It doesn't have to be
that scientific. You just pick something. Right now, we're not even picking something.
We're just writing down five niches. You're just writing down some niches. Now, to the
third step. The industries that you know, the market's needs and desires, and the skills
that you have or can learn, these three things. The most important element, by far, is
the market's needs and desires. This is the most important paragraph that you will
ever read, and it goes like this. Let's get to the heart of the matter. The power, the
force, the overwhelming urge to own that makes advertising work comes from the
market itself and not from the copy. Copy cannot create desire for a product. It can
only take the hopes, dreams, fears, desires that already exist in the hearts of millions
of people and focus those already existing desires onto a particular product. This is the
copywriter's task, not to create this mass desire, but to channel and direct it. I talked
about this in one of the previous videos, that all desire comes from the market itself
and not from the business owner, not from the person who creates the marketing, not
from the person who's selling it, not the salesman. All the desire comes from the
market itself, and that's why the market's needs and desires are the most important
thing out of all of these forces. Step three is researching the market's problems, needs,
and desires. Once you've listed your industries and skills, it's time to start getting
inside their heads and figuring out what makes them tick. To do this, you need to do
some research and get outside of your own head, because you're not them. When
we're researching another industry, we need to get out of our head, because we're not
our industry. I see this time and time again. Entrepreneurs, they sit down at their
computer, and they just rack their brain again and again. They're racking their brain.
They're going back and forth, back and forth. They're like, "What do people want?
What do these guys want?" I'm like, "You don't know. How could possibly know? You
are not them." Let's say we've got Suzy, and Suzy's across the road, and she's sitting
at the bus stop. We're on the other side of the road, and we're like, "Hmm, I wonder
what Suzy wants for lunch." It's like, "Dude, we can think about this as much as we
want. We could go into some seriously intense thought. We could consult every expert
in the world on psychology and thought, and we could use every model. We could
research for years, and we're not going to get it. We're not going to get it right. We
don't know what Suzy wants for lunch, because we're not Suzy." This is what
entrepreneurs do. They come up with a market, and then they try and guess what
Suzy wants for lunch, and they don't know. A smart entrepreneur just walks over and
just goes, "Hey, Suzy. What do you want for lunch?" Then, Suzy says, she's like, "I
want Japanese." It's like, "Okay, cool. Now I know." This is how you do it. It might
seem like, "How could this be so simple?" Well, everything is always this simple. It's
you that makes things complicated. So when you are picking your niche, and when
you are researching your niche, you need to get outside of your own head, because
you're not them. You're not Suzy. You don't know what she wants for lunch. You can
think you're as smart ... You could be Albert Einstein. You ain't going to guess what
Suzy wants for lunch, believe me. You now know ... Sorry, I read that wrong. You
know you have done this exercise properly when you can accurately write a day in
your prospect's diary. This is what I mean when you really understand this niche well.
When you really understand a niche well, you can write a day in their diary based on
what you know about them, and if a person within that niche picked up that page,
they'd be like, "Oh my God, this person knows me better than I know myself." That is
when you know your niche well, and it doesn't come from thinking inside your own
head. It comes from talking to the market, and getting outside of your own head, and
seeing what people want, and seeing what people need. There's an exercise I like to
complete for researching any niche, and let's look at that now. We've got the 10 Smart
Market Questions worksheet and the chart of truth. Let's start off with the 10 smart
market questions. Below this video, in the resources section, you can grab the
download, which is called 10 Smart Market Questions. It's a PDF you can grab, and
here's what it looks like. It's 10 simple questions which you can answer that get you
inside the heads of this market. It's like starting to think what they're thinking. First
question, what keeps them awake at night, indigestion boiling up in their esophagus,
eyes open, staring at the ceiling? What is really bugging these people? What is
keeping them up at night? You want to start researching this. What are they afraid of?
What are their deepest fears? What are they angry about? Who are they angry at?
What are their top three daily frustrations? What trends are occurring and will occur in
their business or lives? What do they secretly ardently desire the most? Is there a
built-in bias to the way they make decisions? Example, engineers are exceptionally
analytical. Do they have their own language, or do they have their own jargon which
they use? Who else is selling something similar to them and how? Is anyone else
selling things to this niche? If I'm choosing accountants, who else is selling things to
accountants? Or if I'm choosing yoga, people who are into yoga, who else is selling
things to people who are into yoga? Who else has tried selling them something similar,
and how has the effort failed? If someone's been trying to sell something to people in
yoga, has it failed, or has it been successful? What do the failures look like, and then
what do the successes look like? We want to start to get an understanding of how
people can get in touch with this niche, how people can get in touch with this market
and get their attention. That's how you complete that exercise. Then, we've got the
chart of truth. This will make sense to you if you watched the Taking A View On The
Market video, which was in week one. It won't make any sense to you if you didn't
watch that video, so you want to go back and watch that video. Now here, we want to
complete the chart of truth, the beliefs and trends. We want to get a really good idea of
objective reality and subjective reality. We want to understand what are the beliefs and
trends of this niche? If we're choosing accounting, what are their beliefs and trends,
and are these beliefs distorting away from truth, or are they distorting it back towards
truth? Which way are things trending? You want to plot this on here, kind of like the
body building example, how I had the really scrawny dude at the bottom, and then the
overly bulky dude at the top, and then the happy medium in the middle, and how the
market's kind of pushing or pulling away between these things. Now, where do we get
this information from? You're probably thinking, "Oh, I'd love to complete these
exercises, but where do I get this info?" Well, here's some ideas where you can get
information from. Start by reading the top 10 blogs in this niche. You can use a tool
called buzzsumo.com, B-U-Z-Z-S-U-M-O, url's on the screen. If you use that,
BuzzSumo, it'll tell you what the most popular blogs are in a niche, so you can type in,
for example, accounting. It'll tell you the top 10. Then, you can start looking at those
top 10 blogs, like what do they have in common? Then, you can look at the most
popular posts on those blogs, so the most popular posts on the most popular blogs.
What do these things have in common? Now, we'll go to the comments section of
these blogs. What are people saying? What things are people agreeing with people
on? What things do people say, "I don't agree with that." Are people taking sides? If
people are taking sides, how are those sides positioned? What arguments are being
started, if any? What are the top 10 books in this niche? What do they say? What you
want to do is you can go to amazon.com, and you can go to the books section, and
you can search for your industry, and you can see what the top 10 books are in the
niche. Then, you can see what they have in common. Are these top 10 books, are they
kind of on similar topics? Or look at the table of contents, like are the different chapters
and topics inside these books, do they similarities with the other books? Then, who are
the top 10 influencers in this niche? Who are the gurus or the thought leaders, or the
people who other people look up in this niche as leaders? Who are they? What are
they saying? Look at their Facebook or their Twitter. What things are they saying?
What things are getting the most likes? What things are getting the least likes? What
things are getting the most comments? We can start to get an idea of what things
people say which strike nerves, and what things people say that don't really strike any
nerves. Then, what are the top 10 most popular books in this niche? Oh, we've already
talked about that. We've already talked about the top 10 most popular books. We've
already looked at all of these things, and now what you want to do is start thinking like,
"What sort of trends are happening here?" Because I'll give you a massive piece of
insight right now, which will totally change the way you look at everything from now on.
When things get popular, when a book reaches the top 10 bestsellers list, or when a
blog gets in the top 10 blogs, or when a tweet gets a lot of tweets, or when an
argument starts to form in comments, it always means that the topic has struck a
nerve. Good authors and experts, and people who write blogs, good authors, good
news presenters, people who really know how to create good content, they know that it
needs to strike a nerve in the market. If it doesn't strike a nerve, then they know that
no one's going to read the content, and it's just going to go unnoticed. People know
that they need to strike nerve. What you'll notice is things that are popular in any niche,
whether that's a blog, a book, an influencer, whatever, you'll notice that they strike
nerves with their topics in their books, with the posts, with the angles of their posts,
with everything. When something strikes a nerve, it means that it's related to their fear,
or their problem, or their desire. Remember what creates desire in a marketplace.
Someone has a current situation and a desired situation, and they're just wanting to
bridge that gap. They're wanting to evolve into their desired situation and into their
desired self. If someone's going to create good content that strikes a nerve, it's going
to be about that transformation. Popular information on the internet, like this, can give
us really good clues and insights into what the fears, problems, and desires of the
marketplace are. But sometimes it's not that easy. Some niches don't have much
information available on them when you search online using BuzzSumo, et cetera. If
you pick some different niches, they don't have a bunch of content online, like there
isn't a lot of blogs. There isn't a lot of gurus. I'm totally aware of that, so don't worry if
the niche you pick doesn't have a whole bunch of information available online. It's
okay. What you want to do is you want to consider emailing 50 to 100 people in the
niche personally and asking them some questions to thoroughly understand their
situation and what problems they face, as well as what desires they have. You can
even meet them in person for coffee or lunch, or ask them what problems and desires
they have. Sometimes, there's no better way than to get offline and out of your head,
and go talk to somebody in person, because sometimes, you ... Well, actually, all the
time, you can't find the answer in your own head, and sometimes you even go onto the
internet, and you can't find the right answer. Seriously, you need to go and talk to
people. You need to ask the market what they want. When I tell you about how most of
my businesses failed, my first business, it failed because it was online job board, and I
came up with the idea. My second business failed, is because it was an office lunch
delivery business, and I came up with the idea. I was thinking, "What do people want?"
And I was like, "Ah-ha, I know what people want." Then, I was like, "I got it wrong.
Actually, I didn't know know what people wanted." So I sobered myself up with that. It
was a sobering experience. I thought I knew everything, and I found out that I knew
nothing. Then, I decided, "Well, I'm not going to take that gamble again. Why don't I go
out and I talk to people and find out what they want?" Then, I went out, and I started
talking to property managers. I just chose that as a niche, started speaking to them,
and I was like, "Hey, I'm just trying to do some research. Tell me what's the most
painful problems that you have on a day-to-day basis?" They would tell me. They
would just tell me their problems. It didn't take long before I realized that most property
managers hated property inspections, and that they were doing them manually by pen
and paper. Then, I thought, "Well, I could make an app." Then, I did, and that was my
first successful business. Then, I went out, and I wanted to start a business with
consulting, and instead of coming up with a service, I thought, "Well, why don't I go
and ask people what they want?" So I started talking to different business owners, and
they told me that they wanted more customers, and they told me that they didn't
understand digital marketing. They told me that it used to be as simple as taking a
Yellow Pages ad up, or buying a space on the local radio station, and that's what
they'd always done, and the customers just showed up. Then, they were telling me
how that doesn't work anymore, and they don't understand digital marketing, and they
want more customers. So I thought, "Okay, well I'll become a digital marketing
consultant, helping these people get more customers." Every time I've tried to think
what the market wants, I've failed, and I've lost money. Every time I think that I know
something, I find out that I don't know. Every time I go and talk to someone else, and
actually figure out what they want, I get it right. I know it sounds pretty simple, but it
really is. It is like that. It's just like trying to guess what Suzy wants for lunch. You don't
know. There's no amount of thought that you could possibly do that could ever figure
out what Suzy wants for lunch. The best way is just to go and ask her. Now, I'll tell you
about my plumbing story. This will help you understand a lot about having a good
niche. The plumbing story, how it happened is I basically had a broken tap or
something at my apartment, I forget what it was, and it was basically ... I remember
what it was. It was actually the water feeder thing for the dishwasher, like the pipe had
split open, and it was leaking, and we had to shut off the water. We needed a plumber.
I hired a plumber online. I found one, called him up, said, "Can you come out here and
fix my tap?" He came out and he was fixing it, and while he was fixing it, I was just
really curious. I'm always curious. I always ask lots of questions, because I really want
to understand people, and I really want to get inside people's heads and understand
how things are for people. He was fixing my tap, and I started talking to him. I was like,
"How do you guys get customers? How do you go about growing your business and
everything?" He was telling me, he was saying that, "Oh, we use different things. We'll
use AdWords. We've tried AdWords. We've tried Facebook. These things didn't work."
He said, "Most of it's just through referral." Then, he started talking to me about how ...
He was like, "Most of these guys, they just get us random jobs." They were like, we've
tried different marketing companies, but they just get us these random jobs. Like they'll
get us a leaky tap, which is out in this area, or ... It's all these leaky tap jobs, or these
jobs which are really, they don't pay much money, and they're not really what they
want. The previous companies he had worked with just got him random jobs, and he
didn't want that. I was like, "Okay. Well, what jobs do you want? What is it that you
guys actually want?" He started telling me, he was like, "Oh, hot water cylinder
repairs." He was like, "That is the holy grail of plumbing." He was like, "Those things
are everything." He said that, for a hot water cylinder repair job, he said, they're real
easy to do, and he said they make a lot of money on them. He said that what he would
prefer to do is just hot water cylinder repair jobs and nothing else. I started thinking,
and I was like, "I wonder why hot water cylinder repairs." Then, I asked him, and he
said, "Well, it's real simple. When someone has a hot water cylinder that blows at their
house, they don't have any hot water left. Now, their whole house has got cold water
running." He was like, "Imagine if you've got a family, and the whole family needs to
have a shower, and the whole family needs to continue with their life, like they need to
go to work. They need to wake up in the morning. They need to go to school, and all of
these different things, and then imagine there's no hot water. This is a serious
situation." He said that they're the best jobs, because when someone calls up and they
need their hot water cylinder repair fixed, they're not going to price shop. They're not
going to go and call every other plumber and compare all the prices and choose the
cheapest one. He said, "They need that thing fixed now, and they don't really care how
much it costs, because they can't wait multiple days or anything." He said that they
make decisions quickly. He said that they pay a lot of money to have it fixed urgently,
and he said that they're actually quite simple jobs for plumbers to do. I was like, "Wow,
this is amazing." So plumbers really want hot water cylinder repair jobs. I knew some
things about digital marketing and stuff, so I just told him, I was like, "Hey, I know
some things about digital marketing. I've got a digital marketing consulting business." I
was like, "Can I try, help you get some clients, some hot water cylinder repair clients
using what I know?" He was like, "Yeah, sure," and then paid me for it. Then, I went to
work figuring out how to get hot water cylinder repair clients for this particular plumber.
I figured out how to get hot water cylinder repair clients for this plumber, and then he
ended up getting clients. He loved it. Then, I ended up going out to the other plumbers
in the industry, and I said, "Hey, look. I know how to get hot water cylinder repair
clients." They just looked at me, like their eyes just lit up, and they're like, "Really?" I
was like, "Yep," and I signed them up. Then, I ended up signing up a whole bunch of
plumbers back in Auckland, and we even ended up signing up some that weren't in
Auckland, in New Zealand, because we understood what made plumbers tick. I
understood, because I took the time to talk to one of them. I understood more about
plumbers than anyone else who was doing digital marketing in New Zealand, because
most other people who were doing digital marketing in New Zealand, they just helped
plumbers get jobs. They never took the time to understand what plumbers wanted, and
so they just got them jobs. They thought that's what they want. They're like, "Oh, they
just want more clients, more business, more jobs." Then, they would get them more
jobs, but that's not what plumbers wanted, at all. They didn't want more leaky tap jobs.
They wanted more hot water cylinder repair jobs, and no one else took the time to
figure that out, but because I figured that out, I won. I could take anyone's client off
them. It didn't matter if someone had a contract. People would cancel their contracts to
come work with me. It didn't matter whether some other company was voted Google
this or that, or had a fancy office. It didn't matter what any other company did. There
was nothing that could beat me, because I understood the most powerful force that
there is, and that's the marketplace's needs and desires. It doesn't matter if some dude
has a Harvard MBA and has a helicopter that he goes to meetings in, right? I'm using
an extreme example here. Let's imagine there's a dude who has a Harvard MBA, and
he goes to visit clients in his helicopter, right? He's this fancy dude. He could have all
of this fancy stuff, but if he doesn't understand that plumbers want hot water cylinder
repair clients, I'm always going to win, and I don't need to have a Harvard MBA, and I
don't need to have a helicopter. I just understand the client better than he does. This is
how we've gotten things wrong a lot of the time, is we think it's about us. We think we
need to be fancier, we need to do different things, but it's never about you. No one
cares about you. All the client cares about is themself, and when you're in business, all
you want to care about is your client and their problem, and solving their problem, and
getting them their desired situation. Really, when you pick your niche, you're looking
for the perfect storm of variables, so these three things, a niche market, which is a
specific group of people, a painful problem or a powerful desire, and a skillset which
you have or can learn. You can see here, I've underlined or can learn, because you
don't have to have the skills right now. If you find a niche market, like let's say you pick
plumbers. Then you find their powerful problem or desire is that they want more hot
water cylinder repair clients. You don't have to know how to get them more hot water
cylinder repair clients, because you can figure that out. Don't get scared just because
you don't know how to do something right now. You can always figure out how to do it.
It's quite easy, and I'm going to show you how. The most important two things really
are the niche market and the powerful problem or powerful desire. If you have those
two, you can always figure out the other one, which is how to solve the problem for
them. You can either posses those skills right now, or you can go out and learn them.
It doesn't matter. Skillset you have or can easily learn, so you want to take inventory of
your current skillset first, to see if you can use them to solve people's problems. But
don't stress out if you don't currently have the skillset, because when you focus on
solving one problem, it's amazing how easy it is to solve it and acquire the skills
necessarily to do so. You want to find a niche, find a painful problem or powerful
desire, and then believe in your ability to figure it out and acquire the skills necessarily
to do it. The key to this is to believe in your ability to figure it out. That is really the key
to everything in life. When you find opportunity, or when opportunity knocks on the
door, you're not going to be ready for it. You never are. That's always how opportunity
comes. Most people are hit in the face with opportunity every single day, and they just,
because they think that everything should be perfect, and they should already be
ready for it, that it just passes them by. But when you find out a perfect niche, and
when you find out a problem, quite often, you're not going to know how to solve the
problem. The most important thing is that you believe in your ability to figure it out. You
want to take a screenshot of this, and you want to print this out and put it on your wall,
because you have to start believing in your ability to figure things out. If business was
a game of people already knowing how to do things, then no one would be able to start
a business, because no one knows how to do things from ... I think a lot of people think
that in order to start a business, you need to know how to start a business, but the only
way you learn how to start a business is by starting a business. It doesn't really make
sense, does it? People think that people already know how to do things, but quite
often, how people learn how to do things is by doing them. All that the people who are
successful have, that the people who are unsuccessful don't, is they believe in their
ability to figure things out. They see something they want, they start the journey
towards it, and then they figure things out along the way. They don't paralyze themself
with fear, and they don't just stand at the starting line thinking of every possible
situation ahead. Now, let's do some work. We've got some different worksheets now.
We've got some things which we're going to print out. We've got some things which
we're going to start completing. We're going to get into action mode now. We've got
these worksheets, the Niche Definition worksheet, the 10 Smart Market Questions, the
Client Avatar worksheet, and something which I called A List Building Exercise. Let's
jump into this right now. The first thing we'll do is the Niche Definition worksheet. It's
available for download below this video in the resources section. It's a PDF, so you
can grab it, download it, print it off, and this is what it looks like, Niche Definition
Worksheet. Step one is to list five industries which you know or are passionate about.
List them down here. You should've done this before during the video, so just list them
out, one to five. Don't think too much about it. Step two, list five skillsets which you
currently have. You might have taken an inventory of yourself and come up with some
skills you have, or your friends and family, because we sent out that email, remember,
what did people say back to that email? What did they identify your skills as? Then,
what you did you identify your skills as? Write them down here, five things. Then, list
the problems, fears, and desires of the industries which you selected. The industries
which you found, and when you did your research and talked to people, what are their
problems? What are their fears? What are their desires? Write them down. Now, the
most important factor is the problems and desires, remember? Out of all of the
problems and desires you identified in step three, which one do you believe is most
powerful? From here, which one do you think is most powerful? If you had to give it a
rating out of 10, which one has the highest rating? Which one was the biggest
urgency? Which niche has the biggest hunger and appetite for their desired situation?
Pick that one. Step five, now take the problem or desire from step four and define how
this looks on the transformation chart. What's their current situation, and then what's
their desired situation? We need to get some separation here. We need to define
these things. Where are they right now? Let's clearly describe that. Then, where do
they want to go? We could say, if we were using binge eating, we could say young
women who have binge eating issues which they can't seem to break. Then, desired
situation is to be free from binge eating habits. Or it could be accountants who want to
escape the time trade for money. Current situation would be accountants who are
currently charging per hour, and desired situation is accountants who have escaped
time for money and are now charging on value. Or it could be accountants who want to
quit their job and start their own practice. You could say they're currently accountants
what work at accounting firms. The desired situation is that they work on their own
from home, virtually, and they have enough clients so that their income exceeds what
they made at their firm. Current situation, desired situation. Step six, do you currently
have the skills and knowledge to solve this problem and help this person make this
transformation? We know the niche, and then we know their problem, and now, we
know their desired situation. Do you currently have the skills necessarily to do this? I'll
use an example. I picked the plumbing niche, and then I did some research, and I
found out that they wanted more hot water cylinder repair clients. At that stage, I didn't
possess the skill to help them get more hot water cylinder repair clients. I didn't know
how to do that. If you do, if you do currently possess the skill, awesome. Now, you
have your niche selected. If you don't, if you select no, don't stress. Most problems,
when clearly defined and isolated on their own, are very easy to solve and the
knowledge needed to do so can be easily acquired. If you selected no, please continue
to the next step. If you selected yes, you are done with this exercise. Step seven, let's
start working on solving this problem and acquiring the skills and knowledge
necessary. Let's start by writing the problem down in one or two sentences. Most
people get overwhelmed. They're like, "Oh, I can't solve this." They don't even write it
down. It's way simpler than you think. Trust me. You have to just write it down. What is
the problem? I could write down plumbers want to get more hot water cylinder repair
clients, and they've tried things like AdWords and different marketing companies, and
they just get them a whole bunch of additional jobs, but they don't get them hot water
cylinder repair clients. Or we could write down the problem, most young women who
have binge eating issues have tried to quit it on their, and they can do so for a certain
amount of time, but then they relapse. You could just write it down. What's the
problem? Now, you can think, "Has anybody solved this problem, anybody on the face
of this earth?" Because truthfully, pretty much everyone has solved a problem. They
don't have to be from the same industry. They don't have to be someone you know,
but most of the time, someone has solved a problem. For Brittany in her binge eating
niche, has anyone on the face of the earth quit their binge eating habit? Of course
there has been, so she can start looking at those different sources. Has any plumber in
the world figured out how to get hot cylinder repair clients? Of course there is, so we
start looking for them. Has any accountant who works at a firm been able to quit his
job and start his own practice? Of course. Has any accountant in the world been able
to go from charging per hour to charging on value? Of course. These people exist. You
just need to look. You write down the problem. Has this problem been solved by
someone else? Then, how have they solved this problem? What are they doing? Start
looking at what they are doing. If some girl has figured out how to stop binge eating,
what has she done? Read her book. Read her blog and her resources. How does she
do it? If someone was able to quit his job at an accounting firm and start his own
practice, how? We want to figure out how. Do they have a book on it? Do they talk
about it on the internet? Are we able to ask them? Are we able to talk to them? Are we
able to interview them or send them an email? We need to figure this stuff out. Now,
can you copy this to solve the problem for your clients? Are you able to do what they
do in order to solve this problem for your clients, yes or no? Now, you want to make a
list of the things you need to learn in order to copy the winning solution from people
who have already figured this out. You want to write down the different things you
need to learn, list them out. Like if we're going to teach an accountant how to quit his
job and start his own accounting practice, we're probably going to need to teach him
how to sell. We're going to need to teach him all sorts of things, and that means we're
probably going to need to learn how to sell to accountants. We're going to need to
learn all these different things. You want to write them down. We might need to learn
Facebook ads. We might need to learn landing pages, or funnels, or whatever. Then,
what steps are you going to take over the next seven to 14 days to learn this? Now
that we've defined what we need to learn, now let's make a commitment to learn it,
because I'm not joking. This stuff is really as simple as I'm making it out to be here. A
lot of people find a niche, and then they find a desire in the niche, and then they're like,
"Oh, but I don't have the skills to help them." They're like, "Oh, I can't do this one. I
give up." That's pathetic. Pretty much every opportunity you find, you're not going to
have the perfect capabilities and skillsets right now. It doesn't happen like that. When
opportunity comes knocking, it's hard work that opens the door. Don't think that when
opportunity comes knocking, it's just going to open the door itself and let itself in, and
just give you a whole bunch of money. It's work, and it's figuring out how to take
advantage of that opportunity. When you find an awesome opportunity by selecting a
niche and finding out what their current situation is and their desired situation, you
want to write it down, and then you want to figure out, do you have the skills to solve
this or not? If you don't, then write the problem down. Has somebody else in the world
solved this? I'm sure somebody has. You just have to look. Then, how have they
solved this? How are they doing it? Write it down. Can you copy this, yes or no? Then,
make a list of the things you need to learn in order to copy the winning solution, what's
involved, and then just make a commitment to learn it, because you would be
surprised. When you define something specific, you'd be amazed at how quickly you
can learn it. Like when I defined the problem as helping plumbers get hot water
cylinder repair clients with digital marketing, man, it was pretty easy to figure that out,
because it was so specific. It wasn't like I was helping plumbers with everything. I was
just helping them with one very micro specific thing. I was able to look at what other
plumbers were doing. I was able to specifically focus my ads and everything on hot
water cylinder repair clients, hot water cylinder repairs. It was laser focused, and I
could pick up the skill real quick. Remember what I said, the most important thing is, in
entrepreneurship, and something which you really want to write down, is the key to this
is to believe in your ability to figure it out. You want to write that one down. You don't
want to forget that, because that is the key. Now, we've got the 10 smart market
questions. I showed you this worksheet before, so I won't go through it in full detail,
because we've already walked through it. Once you've found your niche, and you've
picked it, you want to define these things. You want to really understand your niche.
You want to get inside their head, and you want to understand what makes them tick.
When you understand your niche properly, you should be able to write a day in their
diary, and it should be spooky. If your niche found that random page on their desk,
they should think, "Wow, this person understands me better than I understand myself."
Then, we've got the Client Avatar worksheet. This is a worksheet that I like to
complete, available for downland. This puts a name and a face to your ideal customer.
I call this Aaron Avatar, and what we do is we give an avatar to our customer and our
niche, so that we can clearly understand who they are. We write down where do they
live, how old are they, what is their level of education. We give them a name. You can
make the name up. I can be anything, but you kind of what to describe who this person
is. Accountants, they have their quirks, and accountants have their things which
accountants have. Then, girls who have binge eating issues, I'm sure they have their
things which are noticeable, as well. Plumbers, they have their things. I find that most
people, they think that every single person is totally unique. They go and talk to
someone, and they're like, "Whoa, this person's so much more different than this
person." When you pick a niche, if you zoom out, and you look from a distance, pretty
much everyone has a lot in common. You want to kind of encapsulate that similarity
which everyone has here. You want to tell us about your avatar. What do they do?
How do they spend their week? What do they do outside of work? Where do they get
their news? How much money do they make? How do they feel about their job? What
are their concerns about life? What aspects of their life or personality affect how you
market your product to them? Really take some time to define who your market is.
Give them an avatar. Complete this worksheet here. Now, whenever you're doing your
business, whenever you're working on your business, or writing an ad, or doing
anything like this, you can pull this sheet back up. You can be like, "Oh, okay. This is
my avatar." When you're creating your ads, or when you're doing anything, you've got
a picture of who you're talking to and who your ideal customer is. Because if you don't
create an avatar, and if you don't understand who your customer is, then you will never
be able to speak to them properly. This is a crucial exercise which you definitely want
to take the time to complete. We've got these three worksheets, Niche Definition, 10
Smart Market, and the Client Avatar, and then we have this final exercise, which I call
a List Building Exercise. This one's important. If your ideal client is a business, can you
start searching through Google right now and building a list of potential customers? If
you've chosen plumbers, can you just go to Google and start searching for plumbers,
and find a whole bunch of different plumbers? If you can, awesome. Now, you want to
think, "Do these plumbers match my avatar?" You want to start making a list of these
people. Or are there any ideal clients in your current network of friends? Now that
we've got our avatar defined, is there anyone in our friends list, on Facebook or on
anywhere, that fits this description? If there is, you want to make a list. You want to
start making a list of people who are in your market. If you can't start building a list of
your ideal clients right now, don't stress. Individuals are a bit harder to locate at this
stage for list building, but we have many methods for building lists of them, which we
will get to later in this training program. For now, this is just an exercise to put things in
motion, build confidence, and get you thinking. You want to start making a list of these
people, because it starts to get your brain ticking. Once we start looking at real people,
real businesses out there in the world that match our avatar description, we're starting
to connect the dots in our brain, and we're putting things in motion. It's a really, really,
really important exercise to do. I'm not saying you have to reach out to these people.
I'm just saying you have to make a list. Start looking. If you've got a consumer market,
start looking just on Facebook for people who kind of fit your description, or start
looking on Instagram for people who fit your description. Or if you're in the business
side of things, then you want to start looking for businesses on Google. Now, I know
that I usually say that B2B and B2C, it's the exact same thing. It is 100% accurate.
However, often people, they don't go and create a website or rank in Google for
different things, because people are a bit more private than businesses. The way we
market to them is still the same, but for this list building exercise, we have to do things
a little bit differently. This is a really crucial exercise. I don't want you to skip this one. I
want you to make your list of 10 people or 10 businesses who fit your ideal client
avatar worksheet. Then, I want you to list them. Write them down, one to 10. Let's
make a list, because creating this list is putting things in motion. I know it doesn't seem
like much of an action to take right now, but believe me, this one action, putting things
in motion right now at the beginning of this program is going to compound. Remember
how I told you about cause and effect, and how it compounds over time? Just doing
something as small as this right now is going to start compounding over the next few
weeks, and it's really going to impact the results that you're able to get with this
program, so don't skip this one out. That pretty much concludes this exercise on how
to pick your niche, so you need to have completed your Niche Definition worksheet.
You must do that. You need to have completed your 10 Smart Market Questions. You
need to have completed your Client Avatar worksheet, and you need to have built a list
of at least 10 people or businesses that match your ideal client avatar. Now, don't
cheat yourself on this stuff. By not completing these exercises, by not taking the
action, you're only cheating yourself. Just like I told you in the beginning of this
program, it doesn't matter if you listen to me and go through this whole course. You
could listen to this course a hundred times, you could understand it off by heart, but if
you don't take any action, you're not going to get anything. I could sign a letter that
personally guarantees that. If you don't do any action, you ain't going to get anything.
You're not going to have a business. You're not going to have money. You're not going
to have clients. So don't fool yourself. Don't cheat yourself. Take the action. Do the
work. Make sure you complete all of these exercises and be decisive when you pick
your niche. Remember, you're not marrying it. It's not the end of the world if you pick
the wrong one. The person who picks the wrong one is still going to end up finding the
right one faster than the person who doesn't pick anything, just remember that. That
wraps up this training video. Thanks for watching. Make sure you complete these
exercises, and I'll see you in the next video right now.
Crafting your MVO

Hey everybody, Sam Ovens here and welcome to this training module in the
Consulting Accelerator Program called Crafting Your MVO. MVO stands for Minimum
Viable Offer. This is something which I introduced to the consulting industry which is
shaking things up, and it's a different way of thinking about our offer and our services.
In this video, I'm going to explain the traditional, classical way of thinking and how
most consultants put together their offers, and how most consultants provide value.
Then I'm going to talk about this new way of thinking and this new way of crafting an
offer, which involves as little of you as possible. It's a totally different way of thinking.
The normal way of thinking is to provide as much information and as much hours and
time as possible. My way of thinking is to provide as little of you and as little of your
time as possible, so totally different way of thinking. Let's jump right in and get started
with this training. At this point in week one, you should have done all of these things.
You should've watched all of the training videos in week one, which is videos 1 to 5.
You should've watched them from the start to the end. You should've watched them in
full, and you should've done all of the worksheets. This video here, it's not going to
make any sense to you and you're not going to be able to complete this video and it's
totally a waste of time watching this video or going any further past this point unless
you've done videos 1 to 5 and done all of those worksheets. If that's you, just quit out
of this right now. Go back and do the work. Remember, you don't want to be here just
to listen to my voice. You're here to get results. You're here to get clients. You're here
to make money. You're here to make a change, improve things. You're not going to do
that by just listening to my voice or skipping through some videos. Don't fool yourself.
Go back and do that now. You should've watched all the videos in week one, videos 1
through to 5 in full. You should understand what a consultant is, the true definition of a
consultant, and you should understand what types of services they offer and what
forces drive them. You should really start to understand conceptually how a consulting
business works, all these different concepts, all of these forces which all tie together to
put together a successful consulting business. Most people think that business is just
by chance or some sort of luck. Most people think that really successful businesses
are too complicated or that they just happen by sheer luck or something. Well, if you've
watched videos 1 to 5 in full, you'll know that there's nothing to do with luck here. It's
just cause and effect. We've refined consulting down to an exact, precise science. You
just have to do the work and you just have to follow the process. You should
understand the difference service models and all of that, and you should've selected
your niche and completed all three of the market research worksheets. You should've
picked your niche. You should've completed those worksheets, and don't be one of
those people that really fence sits on the picking the niche thing, because I can tell you
that everyone, every single person I know, pretty much, has ended up changing niches
a couple of times. Don't worry about it. The people who I've seen who sit at the starting
lines, trying to pick the perfect niche and overthinking it, they never pick a niche. I look
back three years later, four later, they still haven't found that perfect niche. However, I
find the people that pick a niche, they find out whether it's wrong or write, and then
they adjust and pick a new niche. Even if they've cycled two or three niches, well,
they've ended up on the right one and they're already making money before the other
person has even made a choice to start. Don't fool yourself. Just pick a niche. You
don't need to put that much thought into it, because this is an iterative process where
we test things and sometimes we have to change things around. There's no such thing
as a wrong decision when you pick a niche, and you should've completed all of those
market research worksheets. Now, like I said, this video is not going to make any
sense to you unless you do that, so please go back to that right now. If you've done all
of that, awesome. Let's go. Let's start with the big mistake most people make when it
comes to crafting a consulting offer or when it comes to coming up with what services
you offer. Most consultants and most service providers and coaches and all of those
people, when they come up with what it is that they're going to sell, they do something
like this, they think of their offer as a bag, like a brown paper bag, and they think of
value as just more stuff in the bag. Imagine your offer is a bag, and then if someone is
like, "Well, how can I provide a lot of value to my client, how can I charge more, how
can I get people better results," like, "What is the fundamental driving force of value,"
and most people think it's just more stuff in a bag. This is a totally flawed way of
thinking. I mean, sure, this sort of thinking was correct when people were buying a
whole bunch of sand or gravel or something back in the Industrial Revolution sort of
times, but when it comes to consulting, this is totally the wrong way of thinking. Here's
the big thing which you have to learn. People don't care about you. Seriously, nobody
cares about you, especially in business. Don't take this the wrong way. This isn't
supposed to be some personal attack or anything like that. This is a business lesson.
In business, people don't care about you, plain and simple. People don't care about
your qualifications. If you've got an MBA, or MB-whatever, any letters behind your
name, people don't care. If you have a fancy suit, people don't care. Go to a fancy
office, nobody cares. If you've got a really awesome social media profile, cool photos
of you eating sushi, cool photos with some dog, no one cares. If you've got a fancy
book, no one cares. The New York Times Bestseller, no one cares. Your partnership
with Oprah, even, no one cares. No one cares about any of this stuff. That might
surprise a lot of you. You might be like, "What? Surely if we had an MBA and surely if
we had a nice suit and a nice office and if we had a really awesome social media with
lots of followers, and if we had a book, a bestselling book, and if we were on Oprah
and we can put that all on our website and have a fancy website, surely that would
mean that we would make a lot of money, right?" Wrong. This is the current school of
thought. This is the current worldview that everyone has. They think that the more
social stigma they collect, the more money they're going to make. That is the wrong
way to think. People don't hire you because you're famous. People don't hire you
because you've got a lot of followers. People don't hire you for any of this stuff. It's a
totally flawed way of thinking, and not only that, it's selfish thinking. In business, all
someone cares about is their transformation and their results, plain and simple. If you
don't believe me, let's take a trip to the dentist to really cement this idea and cement
this concept for you so you thoroughly understand what I'm talking about. Imagine that
you're going to the dentist and you've got a sore tooth, you've got this tooth and you're
in excruciating pain, your whole mouth swollen up. You can't do anything else. 100%
of your conscious attention is on this tooth because you're in agony. Now, let's say,
you arrive at the dentist's and then you go into the waiting room and you see him and
he says to you, "Okay, well, look, it's going to take me about 10 minutes to remove this
tooth and fix everything up, and the price is going to be $1,000." Then you're like,
"Wait, what? $1,000 for 10 minutes? That doesn't sound fair. If it only takes you 10
minutes, then it shouldn't be $1,000." Then the dentist replies and he's like, "Well, if
you want, I can take a couple of hours." Just think about that for a second. You're in
excruciating pain. You come in there. This dentist says he can remove the tooth 10
minutes, 1,000 bucks, and then you're like, "What? That doesn't find fair." He's like,
"Okay, well, I can take two hours if you want." Are you going to get him to take two
hours instead? Of course not, you want that tooth out as fast as possible. Truthfully,
someone would pay more money to have it done in less time. If some dentist offered a
two-hour procedure that cost $1,000 and another dentist offered a one minute
procedure that cost $3,000, pretty much, everyone is going to be taking that $3,000
one minute procedure because they don't want to be in the dentist for that amount of
time. People have gone and gotten everything confused. People think it's all about
how much work you do and what sort of degrees and everything you have. People
think it's about you, but it's not. It's about the market. It's about the niche and their
problem and solving their problem and getting to their desired situation. What we can
learn from the software world and their Minimum Viable Product, MVP. In the software
world, we know, where people build applications and things like that, there's this
concept called an MVP. It stands for Minimum Viable Product. Basically, what
happened in the software world is a lot of these software applications keep getting built
and people started just adding tons of features into these things. They were making
them more complicated, more complicated, more complicated, more complicated, and
the industry turned into a place where people would just add as many features as
possible. That was how they thought that they made their product better than someone
else's. At the end of that like the shopping bag mentality, most software companies
thought of their application as a shopping bag, and they figured the more stuff they put
in the bag, the better. They would build tons and tons and tons of different features,
and they'd end up with these massive complicated rocket spaceship sort of software
applications. Then what happened is people were like, "Man, this software is just so
confusing. It's got so many buttons on it. It's so complicated. All I need to do is just
send an email." Then what started happening is a few people, a few disruptive people
came up with the idea called the Minimum Viable Product. That was the minimum
amount of features so that you could actually just satisfy the customer, just satisfy, just
cover his needs. What happened is if someone needed an application just to send
emails, well, they would build a Minimum Viable Product which just mean it could only
send emails. They didn't add any of these other features in there. They just left it bare
bones. What started happening is these companies started disrupting the companies
that made very complicated software products? Then in the end, a lot of the market
were like, "Well, I'd rather a simple program or a simple software application than a big
complicated one." The market started turning toward Minimum Viable Products instead
of going with these big, fancy, complicated software programs. The same is true in
consulting and in coaching and in offering services, because we have to remember
why people hire consultants, and it's this here. People hire a consultant because
they've got their current situation, where they are right now in life, exactly where they
are right now, and then they've got their desired situation, which is because every
human has a desired situation. It's just human nature, so that's where we want to be in
the future. That's how we want to see ourself. That's where we want to be. That's our
dream. A consultant is an expert at solving a particular problem and helping somebody
make a particular transformation in their life or their business. Simply put, a consultant
is someone who helps someone go from their current situation to their desired
situation. That's a consultant. I'm introducing the idea of the Minimum Viable Offer,
otherwise known as an MVO. We're going to refer to it throughout this program as an
MVO or a Minimum Viable Offer. Just like in software, they have the Minimum Viable
Product, which has the least amount of features possible in order to solve the problem
and satisfy the customer's needs. Well, in this new age of consulting which I've
created, we're going to be using Minimum Viable Offers, which means we're going to
be providing the least amount of us, and the least amount of services, the least
amount of time humanly possible just to satisfy the customer and solve their problem.
Simply put, on this diagram here is the minimum amount of things you can do to bridge
this gap for your target niche. You've got your target niche. You know their current
situation. You know their desired situation. Well, an MVO is the minimum amount of
things you can do to bridge this gap for your target niche. Let's say bye-bye to all of
these things, which the classic, old, traditional way of doing consulting and coaching
and all of those things. It's going out the door. This stuff is going in the trash. We're
saying bye-bye to proposals. No more. This program is going to teach you how to
never do proposals again. They're a waste of time. No one even really reads them,
and most people that ask you to do a proposal are just too afraid to tell you that they're
not interested anyway, so bye-bye. Deliverables, no, we're no longer doing
deliverables. We're not going to say, "Well, here's a list of these deliverables," because
no one wants deliverables. Reports, we're not going to do any reports. We're not going
to do billable hours. A lot of consulting and coaching companies, they charge you per
hour. They might have $100 per hour fee. No, this way of consulting is totally different.
We're going to escape all of these shackles and chains, and bespoke quotes and
projects, quoting up different jobs, doing totally custom thing here, totally custom thing
there. Nope, that's not a way to run a business. We're going to say bye-bye to all of
these things, because if you can get somebody results, they don't care about anything
else, and that's the truth. If you can get someone from their current situation to their
desired situation, they don't even care how you did it. For me to really drive this point
home, the humans pretty much ... If you want to know what the ultimate offer is, it's
pretty much a solution in pill form, because humans are lazy and they don't want to do
much work. If you can put something in a pill form, then humans are going to buy that
stuff. If you could help someone get to their desired situation with a pill, I mean, you'd
be one of the richest people in the world. If you could help a company get more
customers by just swallowing a pill, they would take the pill any day. Do you think the
customers wants to go work with a consultant and spend multiple hours doing all of
this stuff? No, they don't want to talk to anyone on the phone. They don't want reports.
They don't want deliverables and proposals. They don't want any of that stuff. We've
gotten confused. All they wanted is their desired situation. The least amount of things
and friction possible to get them there is what they want. A lot of people think that it's
their work and their qualifications and their Facebook page and their show with Oprah
and their YouTube channel and, oh my God, it goes on. People are focusing on the
wrong things. A lot of people thing you need a really pretty website and you need to do
YouTube videos, you need to be on Instagram, you need to do all of this stuff. Well, go
look at my website. Go look at my Instagram. Go look at my Facebook. Go look at all
of those things, and they're really bad. I haven't done a blog post in more than two
years. I haven't done a YouTube video in more than two years. I'm not saying you
have to not do anything, but I'm telling you that I have achieved everything I've done
without any of that stuff. I don't have a book. I've never spoken on a stage. I'm the last
person Oprah would know. I am far from famous. Pretty much, no one knows who I
am. I'm totally undercover. I'm shocking at social media. I'm an introvert. I don't do
blogs or any of that fancy stuff. Then how come I'm able to make more than $18
million a year? Well, this year, around $50 million without any of that stuff. It's got to
get you to question that stuff, because, truthfully, if you could get somebody results,
they don't care about anything else. While other people have been obsessing over
their social media and their websites and all of those things, I've been obsessing over
my customers. I've been making sure that they get results. That's why if you look in our
Facebook page it's just back-to-back-to-back people getting results, because that's all
that people care about. I don't care if someone is like, "Dude your website has got a
spelling mistake." I don't care if someone is like, "Sam, you should be using Instagram
because it's the best place for business." I don't even have a Snapchat. If someone
tells me to get a Snapchat and they think I'm an idiot for not having it, I think they're an
idiot for thinking Snapchat is more important than their customers' results. Truthfully, I
know that if I can just focus on getting my customers the best results possible,
everything else will look after itself. People will talk about my programs. They'll say,
"Sam's stuff is really good. Sam's stuff works." The rumor mill will start up. I know that
that's more powerful than marketing and all of those things. People didn't buy the
iPhone because Steve Jobs was on Oprah or because Steve Jobs had an awesome
Instagram with him eating different types of yogurt. That's not why people bought the
iPhone because it was the best damn phone there was. It was a really good value, and
so that tell you you've got to start thinking about things. No one cares about you, your
Instagram, any of those things. People only care about themselves and their
transformation and their results. It's a total shift in thinking. It's a good shift in thinking,
because truthfully, the other way of thinking is pretty selfish and it's not really serving
anybody but yourself. Ironically, it's not even really serving yourself, because, by doing
it, you're actually hurting yourself. To drive the point in, if you can get somebody
results, they don't care about anything else. Let's create your Minimum Viable Offer.
I've driven home the theory behind this thing. I've told you why it's important, and it's
really should be a no-brainer. This is just very simple black and white sort of thing.
Minimum Viable Offer is the way things should be. There's three cardinal rules of a
Minimum Viable Offer. Rule number one is talk about the transformation and the
results not about what you'll do for them. A lot of people, when they offer people their
services, they say, "Oh, I have this very unique process, and basically, what it involves
is I'm going to do 100 hours of this. I'm going to come to your office. I'm going to be
sweating. I'm going to hook up all of these computers into your system. I'm going to be
doing so much work that you're going to be blown away." No one wants that.
Truthfully, if I hire someone to do something and they tell me they're going to be
rummaging around my office for days and sweating and doing all this stuff, I don't want
that. That's the last thing I want. I prefer not to even meet the person. I just prefer for
them to fix it and be done. We shouldn't talk about what we're going to do for them. We
should only talk about the transformation and the results. We should talk about taking
them from their current situation to their desired situation and what life is going to be
like when we do that. Rule number two is pricing on value, so we want to price on the
value of having this transformation not the hard costs or time involved with you
delivering it. The classical school of thought, the classical way of thinking is that we
should charge per hour, and then the cost of our services will just be determined by
how many hours we do. Well, that's silly, because that is really just encouraging the
consultant to spend as much hours as possible on it, which isn't good for you and it's
not like he's going to want to try and get it done real quick because he's getting paid
per hour. That's a silly way of thinking. That's a totally mad way of pricing things. You
shouldn't price on how much it cost you. You shouldn't calculate how much gas it cost
you to drive out to the office. You shouldn't calculate the air fees or how much paper
you used or how much a staple costs, the pen and the pen that you are writing with.
You don't price things that way either. You price on value. What is it worth for
someone to have this problem solved? If someone has got a company and it's losing
$10,000 every single month, well, what's it worth for them to fix it? Well, it's worth a lot.
They're currently losing 10 grand a month. If you could help someone solve their
problem and it was only going to take you half an hour, you shouldn't just charge $50.
Value pricing, people would think, "Well, if this guy is losing 10 grand a month. It's only
going to take them half an hour. Therefore, I'm going to charge 50 bucks, because if I
was on an hourly rate, I'd charge 100 bucks, so $50 is fair." No, you want to charge
based on value. If this guy stands to fix his business and he's going to stop losing 10
grand a month, well, really, paying even 10 grand for that would be worth it, because in
one month, he's going to have already paid for the service. Now, in the future months,
he isn't losing money anymore. You see, it's a different shift in thinking, pricing on
value instead of the costs of delivering the services. Rule number three, only include
the bare minimum of you to achieve the transformation. The classic way of thinking is
to put as much of you in there as possible. We want to give them a 50-page report
every two days. We want to give them a follow up, but we want to have a check-in call
every second day for an hour. We're going to send them weekly reports. They're going
to have our phone number so they can text us at anytime, 24/7, even if we're asleep.
This is what crazy people do. They just keep giving more and more of themself to the
point where they're ... That's how they think that value is created, just by giving away
more and more of themself, and it's getting to the point where a lot of people will pretty
much just cutting their arm off and pretty much offering that to the guy, and it's crazy.
People don't want you to be waking up in the middle of the night. People don't want to
be texting you. People don't want any part of you at all. You are not the solution.
People want the result. People want the transformation. Truthfully, they want as little of
you as possible because all they want is the result. When we're crafting our Minimum
Viable Offer, we want to put in the smallest amount of you possible, and truthfully, if we
don't need to put any of you at all in, that's better. We want to have that thinking. Only
put it in if we absolutely must, only if it's mandatory in order to achieve the
transformation. Let's talk specifics. If you're selling done-for-you services, this is where
most people are going to start off in the consulting game. If you're new to consulting,
brand new. If you're in the early stages, done-for-you is where you are going to be
starting, because we discussed this in the evolutionary stages of a consultant. A
consultant typically starts with done-for-you, because that's the most desirable. It
means that customers are most likely to pay for this one. They want it the most. It's the
easiest to sell. It's the easiest way for you to get clients and start making some money,
but not only that, it's the best way for you to learn. If you're new, you need to learn.
You can't go immediately into advising and immediately into coaching and online
programs if you haven't learned and mastered your craft from done-for-you stages.
Most people are going to be starting off with done-for-you services. Here's some
different questions, and now, you should have done a lot of these different things when
you were doing your market research, and I'm going to show you our Minimum Viable
Offer worksheet in just a moment, which is a download available below this video in
the resources section. I'm going to walk you through some questions you want to start
asking yourself if you're doing done-for-you services. What is the desired situation of
your target market or niche? You know their current situation. What is their desired
situation? Where do they want to be in one year, six months? What is it? What is their
desired future self? Define it. Write it down. How can you get them there with a done-
for-you monthly service? Now we know where they want to go, okay? Nice and clear,
we know where they are, current situation. We know where they want to go, desired
situation. How can we get them there? Can we get them there with a done-for-you
monthly service? If someone has got an accounting business and they want more
customers, can we offer Facebook ads and some basic landing pages and funnels in
order to get them more customers for their accounting business? What we do is a
monthly done-for-you service. What is it costing them to stay where they are without
fixing this? Like I was saying, if somebody has a business that's losing 10 grand a
month, if they don't fix that problem, well, how much is that going to cost them? Well,
every single month, that 10 grand is going to keep racking up the bill. Over the course
of 12 months, that's going to cost them $120,000. A lot of people think that if they don't
hire a consultant that they're saving money. Truthfully, it's costing them more money. If
someone has a problem and they don't hire us, they don't pay money to fix it, then
eventually, they're going to end up paying for that anyway and they're not going to
have it fixed. What is it costing them where they are without fixing this? We want to
determine a value. We want to think, "Well, how much is this costing?" If you're in a
niche that isn't business, if you're in a niche like weight loss or binge eating or yoga or
meditation, this isn't just financial. There can be emotional costs. What is it costing
someone emotionally to have this extra weight on them? There's going to be a lot
emotional costs there. They're not going to have energy. They're going to feel down.
They might miss that new promotion at work, because they just can't keep up with the
day-to-day things. What is the value that the service will bring to them each month? If
we fix this problem, what do they stand to make? If we get someone out of the hole,
losing 10 grand a month, and now we get them up to making 10 grand a month. Well,
now they start to make 10 grand every month. Now they're really going to start making
some money. What is the value that this service will bring to them each month? Really
define that. If you're doing a business thing, define it financially. If you're in a niche
that's non-business, define it emotionally. Now, what you want to do is price your
done-for-you service between about $1,000 and $10,000 a month. Now, how you price
things, I think no one should be offering a done-for-you service that's less than $1,000.
Truthfully, if you can't charge $1,000 a month for your done-for-you service, then you
haven't chosen a problem that's painful enough. Look, there's enough people in the
world, there's enough niches, and there's enough people with problems that, I'm telling
you, there are tons of problems out there you could solve that people would happily
pay a grand a month for. There are millions of them, so don't think all of the good
things are done. Don't think, "Oh, I can't find anything," because you're obviously, you
haven't even started or you haven't tried or you haven't tried hard enough, because
they're out there. They're everywhere. You want to be pricing your done-for-you
service between a grand and 10 grand a month. You want to think about it like ... You
want to be pricing on value. If you're helping someone that save an extra 10 grand a
month in their business, and they're going to be making an extra 100 grand, 120 grand
this year, a good way I'd like to think about things is pricing on 10% of value. If we're
going to help somebody solve ... What was I saying? If we're going to help somebody
fix the problem in their business that's costing them $10,000 a month, if we were to
price on 10% of that, that would be a $1,000 a month for our done-for-you service. It's
not just financial. It can be emotionally too. There are people who are overweight or
unhealthy or people who really want a girlfriend or a wife and they don't have a
relationship. Trust me. People would happily pay $1,000 to solve their problem. These
are things which keep them awake at night. These are the things which ... These
thoughts are in their mind every day. It's plaguing their lives. People pay any money
that they can, even any money that they have to solve a really painful problem. People
even find money that they don't have. They'll take loans, get out credit cards, they'll do
anything to solve a painful problem. I'm telling you, there's enough painful problems
out there that you can find one where you can charge at least a grand a month. I want
everyone in this program to have ... If they're done-for-you services, I want your pricing
to be at last $1,000 a month. It could be anywhere up to 10 grand a month or more.
Now, if your selling coaching services, so this is if you are a little bit more evolved in
the consultant's journey, which we talked about in the evolutionary stages of
consulting, which was a previous video in this week one training. This is if you've gone
through the done-for-you stuff and you've learned your market, you've learned your
niche and you understand things now. Now, you don't have to do all of the work for
people, because your advice is valuable on its own. Once you start to know enough
about something, you don't have to do all of the work, because people don't see you
as an order taker or a grunt who is going to do all of the work. They more see you as
someone who has refined and superior knowledge. Now they're willing to just pay you
for your advice alone and then do the work themself or pay someone else to do the
work for them. If you're selling coaching, which I'm sure most people are going to be
starting with done-for-you. You don't start with coaching, you start with done-for-you
first, and then you evolve into coaching. If you're in coaching, what is the desired
situation of your target market or niche? We know where they are right now. We know
their current situation. What is their desired situation? What does that future look like?
What do they look like themself in their desired future? Let's define this. Let's get a
pen. Write it down. Let's put this into a sentence. It's so important that we put things
into sentences. If they're just thoughts, then we're going to forget them and we're not
going to make progress, we're going to gain any traction. That's the first question.
What is the desired situation of your target market or niche? Then the second one,
how can you get them there in six to 12 weeks with your training program or advice.
Now that we know their current situation and their desired situation, we know what
they want. We know the gap which they want to bridge. This is everything to them.
They want to become this person. They want to be their best self. They want to get
into this future position as quickly and as painfully and as easily as possible. You know
this now. Well, how can you get them there in a six to 12-week training program or with
six to 12 weeks of advice? You could create an online program, like the one you're
going through now, or you could create a coaching program, which means that the
person has a call with you every one week for six weeks, and you're going to go
through a process and solve it for them, or you could do it as a group coaching
program, where you get a whole group of people together and you do group calls via
webinar or teleconference, whatever, and you coach the group through this process.
What you want to do is if you want to do coaching, take the time to really map that out.
What would it look like? Can you do it in six weeks, or is it going to take more like 12
weeks? We typically don't want to go over 12 weeks with a training program. It's
getting a bit too long. Truthfully, most transformations, most things can be fixed in less
than 12 weeks, so the shorter, the better. Now, what is it costing them to stay where
they are without fixing this? Just like in the done-for-you situation, if someone has a
business and they're losing 10 grand a month, if they don't fix this problem, it's going to
keep costing them 10 grand a month. Over the course of a year, that's going to cost
them 120 grand. Like I said, a lot of people think they're saving money by not hiring a
consultant. When really, they're losing money because if they don't pay for the
consultant, they're just going to keep losing money. Now, what is the value of them
achieving this transformation? If they fix this problem, what is it worth to them? Now,
you want to price your program between two and a half thousand and 10,000, maybe
even more. Again, you want to price on value. If your advice and your coaching
program can make an extra 100 grand in their business, then you should probably
charge 10,000 for that. If they stand to make about 25 grand, you should charge them
two and a half grand for that. It could be emotional. It doesn't need to be financial. It
can be emotional. People pay just as much money. Sometimes people pay way more
money to solve emotional things than to just solve financial things. You can price your
program between two and a half and 10 grand. Now, typically, if you're doing coaching
or any sort of program, I don't think you should be charging less than two and a half
grand. You want to be solving a problem which is painful enough. You want to be
making a very, very profound transformation for someone. There's no point getting into
consulting and coaching and all other stuff just to help someone to make an
incremental improvement. You want to choose and tackle a big nasty problem, and
you want to help someone make a profound life-changing, earth-shaking
transformation, because the bigger the transformation, the nastier the problem, the
more money someone is willing to pay, and the more eager they're going to be to sign
up for your services and all of that stuff. Make sure you tackle something meaningful.
Now, a word of warning, never skip the stages on this roadmap. In the earlier video in
week one, it's called Evolution of a Consultant. We covered the evolutionary stages of
a consultant in the consultant's journey. If you didn't watch that, go back and watch it
now. It's critically important. Typically, a consultant goes through these different stages
as they evolve. They start off doing generalist stuff. Then niche consulting. Then they
master their niche. Then they get a proof of concept. Then they transition in doing
coaching and group coaching, one-on-one coaching, all of this sort of stuff. Now, it's
really important that you transition from doing done or you, and then go into coaching,
because if you skip done-for-you completely, then you're probably not going to have
much luck coaching or doing online programs or anything because you haven't had
time to master the craft, you haven't had time to learn how things are done. Never skip
the stages on the roadmap. Don't think you can create an online training program
before you've learned the ropes doing done-for-you, one-on-one coaching, group
coaching, things like that. Now, what if you're unsure about your offer? Let's say you
have defined your offer, but you're really unsure about it. Let's say you're unsure about
your niche. Let's say you aren't sure about your offer and your niche. Well, welcome to
how everybody. I, myself, used to be unsure about my niche pretty much every single
day. I constantly used to think about switching niches, and I did quite a few times. I
started side projects. I niche jumped. I call these people niche jumpers, because
they're constantly just jumping into a new niche because they've got shiny object
syndrome. They see a new niche and they're "Oh, this one is good," and they jump to
it. A lot of people think the grass is always greener on the other side, but it's not. The
grass is always greener where you water it. It didn't take long before I noticed it didn't
really matter what niche you picked. If you stuck to it and you mastered it, you could
make a lot of money. I just decided to stick with something. I just stuck with consulting.
I figured it out. I learned the ropes. I mastered it and, my word, was it worth it. I'm so
thankful that I didn't switch niches. I doubted myself every day. I know all of my top
students, the people who make six figures, the people who make millions, all of the
people that you know and have seen on my videos and testimonials, they've all
doubted their niches too. Don't worry about it. It's normal. It's totally normal, totally
healthy for you to be unsure about your offer and unsure about your niche. Like I said,
everybody is. It's just how it is. Now, crafting a nerve striking, hair raising, credit card
out now offer takes iterations and improvements over time. I think a lot of people think
that a really, really awesome offer, people just come up with it, like first pop. You can
see, my business now, I've got the domainconsulting.com. I've got some nice
branding. My videos are starting to look a little bit better. I know quite a lot about my
niche. My offer is pretty powerful. My messaging is all good and everything and I
deliver results for my clients. You might look at them and be like, "Whoa, that's a nice
offer. That's a really cool offer." Well, let me tell you that it did not start like that. It
started so scrappy and so rough that you probably couldn't even believe it. I was
super, super, super anxious and doubtful when I launched it. This is what most people
have to understand. No one starts out with an awesome offer and total confidence in
their niche. Everything is going to feel imperfect. You're going to doubt your niche.
You're going to doubt your offer. You're going to think that it sucks. That's how
everybody feels about their first version. It's totally normal. It's healthy. It's how
everyone has felt, including me, and all of the millionaire students, and all of the other
tens of thousands of people that have come through this training. Now, remember the
consulting equation? It's what we covered in the earlier video which was Natural Law
in the Consulting Equation. Well, it looks like this. We've got the niche, the offer, and
the result. What happens in this middle stage is the niche comes into contact, it
collides with our offer, and the two wrestling there, and then the outcome of that is the
result. Well, we use scientific method and cause and effect to figure out what works in
terms of our niche and offer. We start out by forming a hypothesis that includes a
niche, an offer, and a result. Then once we have that hypothesis, we go to the market,
which is our laboratory, and see whether we are right or not as well as collect
feedback. I think a lot of people think when they pick their niche and come up with their
offer that that's it. It's set in stone. It's like we're grabbing a big truck of concrete. We're
getting this think called a niche. We're putting it in a mold, and then we're just pouring
a ton of concrete on it and it's fixed, and it's there forever, and it's just stuck. I think
that's how most people think that they pick their niche and how they craft their offer
and all of this. It couldn't be further from the truth. When you pick your niche and when
you craft your offer, it's totally flexible. You're going to change it. You're going to
improve it. You're going to iterate it. You might change niches. You might offer
something completely different. It is an iterative process. No one can get it right in their
own head, and no one can get it right on their first try because we're not our
customers. We have to come up with what we call a hypothesis, which is something
which we think is going to work. We come up with what we think is going to work
based on our research and based on our observations and everything, and then we
take our hypothesis to our laboratory, our lab, and this the market. The only place
where you can test a hypothesis is in the market. The market is the true judge of
everything. Your own brain isn't the judge of anything. Your own brain is a place where
people get lost, people end up hurling themselves into festering pits of self-doubt.
People end up just tormenting themselves in their own brains thinking about stuff. A lot
of people think that they're smart by overthinking a whole bunch of stuff. Well, they're
not. People who overthink a lot of stuff just end up torturing themselves with worry.
What we do is we use our own brain to come up with a hypothesis, what we think is
going to work, and then the only way we can actually tell if that's going to work or not is
by going to the market, our niche, or our laboratory. Then we test in the real world with
real people and we see whether we are right or not. We see whether our hypothesis
was correct. We get what we call feedback. Like I said, nothing is a failure in business.
People have got this weird understanding of failure like if someone sees no worth, if it
doesn't work, then it's bad and we should get under our duvet cover, curl up into a ball
and just start crying. No, that's not how it works. When someone says no to you in
business, it's not like you're getting dumped by your girlfriend of boyfriend. When
someone says no to you in business, you are getting feedback. We want feedback. It's
good. When someone says no to us, we say, "Okay, well, can I ask why?" They tell us,
and now we learn, and now we go back to our hypothesis and we take notes. We're
like, "Well, we learned this from this experiment." Then we go back out to the market.
We try it again. We keep trying it again. We keep trying it again. We might get a yes.
We might get a no. Either way, it doesn't matter, because every no is providing us with
feedback, and every yes is providing us with feedback. Yes is also providing us with
money and clients too, but we have to start seeing things as feedback. The only way to
get feedback is by going to the market. Our process looks like this. Our niche, and our
offer, and our result, and this middle stage here which I've got highlighted in gray, this
is our variable. This is our offer. This is the thing which we're going to be tweaking and
testing. We're going to come up with a hypothesis about what our offer is, and then
we're going to go to the market, and we're going to be asking them, we're going to be
pitching them our offer. We're going to see how they react. Based on how they react,
we can either tell hypothesis, change things around a bit, collect feedback, and we're
going to keep ever so slightly changing our offer, changing things just a little bit, and
we're going to be playing around in this middle section here until the result on the other
side is exactly what we want. We picked our niche. We know our niche. Then we ask
our niche what their problem was, what their current situation was, what their desired
situation was. Their desired situation is the result, so we put that on the result side. We
know the left side of the equation and we know the right side of the equation. We know
the niche is this person or this group of people, and we know the result is their desired
situation, which they told us. The only missing variable is the offer. Well, after those,
come up with a hypothesis, and then test that. We have to go to the market with what
we think it is, and then we're going to interact with the market, and we're going to see if
our offer is right or not based on whether it gets them the result or not. We have to
iterate and improve on this section. It's a process, and it takes some time to get it
perfect, but don't worry, you don't have to have a perfect offer to start making money.
You can start making money and getting clients with an imperfect offer. It's just, I think,
a lot of people, they compare themselves to a company like my one or an offer like my
one, and they're like they think they need to get it to this level before they can even
start. That's not true at all. If you try and get it to this level, it's impossible. It would take
you five years and will cost millions of dollars to get to this point. It's impossible to do
on your first go. Let me tell you this right now. Nobody comes up with a savage offer
on the first attempt. By savage, I mean an awesome offer, something which really gets
people's attention, just gets them to pull their credit card out and pay. No one comes
up with that, with a savage offer on the first attempt. All dangerous offers started out as
guesses and hypothesizes and involve iterations and improvements to get them to
where they are now. Everyone's offer, my offer or my millionaire students' offers, all of
my six-figure students' offers, all people you know and think of, they all had to go
through an iterative process to get their offer all sharpened and honed. Not iterations
and improvements inside the entrepreneurs' head. This is very important. I think a lot
of people think that they're doing constructive iterations and improvements, they're
testing their hypothesis in their head. It doesn't work. I remember I told you the
example, you are standing on one side of the road, Susie is sitting at a bus stop on the
other side of the road, and we have to guess what does Susie want for lunch. I
mentioned how long we could think about that one for. We could read every book. We
could read everything on the internet, and we could talk with every consultant in the
world, we're not going to know what Susie wants for lunch. Only Susie knows what
Susie wants for lunch. At some point, it's better to just walk across the road and ask,
and that's why we come up with a hypothesis, and then we go over to the market and
we test. Iterations and improvements with real feedback from the market itself, and this
is what I call the true laboratory. A lot of entrepreneurs sit in their bedrooms and they
sit behind their computers, and they never talked to their market. They never do
anything, and they wonder why they don't make any money and they wonder why
people don't buy their stuff. Well, it's because you need to get your stuff into the true
laboratory. You're not even in the laboratory when you're in your own head. You need
to use the market. You need to get into the true laboratory. This is what we're trying to
do in the real laboratory. It's like a chemistry experiment. It's like a science experiment.
We've got our niche. We choose our niche. We define who they are, then we come up
with our offer based on what the current situation and the desired situation of the niche
is. Then the only way to test whether we've selected the right niche and whether we've
crafted the right offer is to go the market itself and pitch and sign clients up and test.
Give them our offer. Provide our services until they get the result. It's the only way to
learn. This is the only way to get feedback. You have to go to the true laboratory,
which is the market. Let's talk about why people mess this up. Most people mess this
up because they form a Niche-Offer-Result hypothesis without speaking to the market.
They form a Niche-Offer-Result hypothesis, no kidding, without ever speaking to the
market at all. They think, "Oh, I'm going to start a business. I'm going to become a
consultant." Then they sit on their couch and they think in their own head. They're like,
"What do I think people want. I know I'm going to offer people this. I'm going to help
people with their logos, and I'm going to help people organize their desktops, and I'm
going to help people use Google Drive. Yeah, that's what people want." That's not
what people want. You have to go to the market. If you come up with a Niche-Offer-
Result hypothesis in your own brain, then it's not going to work. Another one is they
form a Niche-Offer-Result hypothesis, and then never test it with the market. They
form a Niche-Offer-Result hypothesis, and then they think about it in their own brain,
"Do I think this is going to work, or do I not think this is going to work? I'm sure it's
going to work. No, I'm sure it's not going to work." They have this argument with
themselves day after day, month after month, year after year, until they've tortured
themselves and hurled themselves into a snake-infested pit of self-doubt. You can't
test anything in your own head. Your own head is dangerous. You need to take it out
to the market. It needs to get some oxygen. It needs to breathe, and it needs to see
whether it can work in the real world. Forming a Niche-Offer-Result hypothesis and
expecting it to work on the first version without adjustments. Someone might come up
with a Niche-Offer-Result hypothesis, and then they might go out and speak to the first
prospect that they see, and the first prospect says, "Oh no, sorry, I don't really want
this." Then they run home. Curl up into a ball. Get under the duvet and cry. Of course
it's probably not going to work on the first time. I mean, I've seen people's Niche-Offer-
Result hypothesis work on the first time, but it's just not normal. Mine didn't. Most
people don't, because it's your guess. If you guess something, then it's probably not
going to be right, but that's fine, because in business, it's about collecting feedback.
Failure is not failure. It's feedback. If someone says no, we ask why. Well, now we
learn. Now we can make a better guess next time. We go to the next person. We try
them. If they say no, we try this next person, and over a few iterations and
improvements using this process, we can figure out what the right thing is, and then,
bam, we get a strike. We get our client. It's just a process of iterations and
improvements. Someone might form a Niche-Offer-Result hypothesis and not make
any revisions or adjustments based on market feedback. I see this one quite often.
Someone might form a Niche-Offer-Result hypothesis, like I saw someone the other
day and they said that they offered SEO to dentists, and they wanted to grow their
business, they wanted to grow their business to 100 grand a month. I said, "Okay,
well, if people aren't buying it, then we have to be open that maybe dentists don't want
SEO," because he had gone and convinced himself that they want SEO, but they
don't. They want a result, and there's other ways to get people a result without SEO.
He'd keep going out to the market, keep going out to the market, and the market was
giving him feedback, but he wasn't listening. His ears were closed. Someone might
form a Niche-Offer-Result hypothesis. Go out to the market, and then not make any
adjustments. They just keep it fixed, rigid, and they're like, "I wonder why people aren't
buying it." Well, you've got to listen to the feedback. You've got to adjust it and make
revisions and adjustments, iterations and improvements. Another one is forming a
Niche-Offer-Result hypothesis and confusing constants for variables and making a big
mess. Let me explain this in a bit more detail. Let's get this straight right now. You can
only have one variable at a time. In a scientific experiment, you have a constant and a
variable and a result. I'll give you very basic stuff here. Let's say we want to measure
the boiling temperature of water with different ... We want to measure how long it takes
for water to boil with a Bunsen burner based on the different Bunsen burners. Well, if
we're going to do that experiment, we need to keep the water the same. We want to
have the same volume of water, and we want to have the same beaker every single
time. That has to be kept constant, and then our variable is the thing which we're
testing, which is different Bunsen burners. If we go out and we change the water every
time, we put a massive jug of water in one time, tiny amount of water in the next time,
some salt water in the next time, and we're changing these Bunsen burners at the
same time, our experiment is going to be a big mess. We're not going to know
anything. We have to hold a constant, and then we have to have a variable. It's the
same in business, because we use a scientific method for everything we do with
consulting, because this process isn't about chance. This process is precise science.
Here is how it works for us. We've got a constant, a variable, and constant. What we
know is our niche, because we pick our niche and we know who they are. That's a
constant. Then we know their desired result, because we find out what their current
situation is. We find out what their desired situation is, and then their desired situation
is the result. Desired situation, result, the niche is the niche. We've got both sides of
this equation here. We've got the constant and we've got the other constant. Now,
we're only going to be changing and playing with one thing here, which is the variable.
That is our offer. We come up with an offer and we test it, and if it doesn't work, we get
feedback, and then we might adjust the offer a bit. Then we go and test it again. It
doesn't work, so we keep adjusting the offer and we keep going back to the market
and testing. Over a few tests, we're going to figure out what the right variable is. We're
going to find out what offer, what exact thing we can offer when paired with a niche
equals the result that they want. There's just no doubt about it. We will find it, and we'll
find it surprisingly quick. Where most people go wrong is they have multiple variables.
They go to the niche and they have their offer, and they make an offer to them, and the
person says, "No, I'm not interested." Then they go home and they decide to change
their niche, and then they change the offer too. Then they go back and now they've got
two variables. Now, well, we've just blown up the whole experiment. You can't do that.
You can't change two things at once. You can't change your niche and change your
offer and keep doing that. You're just going to make a big, big mess, and you're not
going to learn anything it's a waste of time. You have to keep a constant and you have
to have a variable. We pick a niche, and then we try different variables with this niche.
If we try a whole bunch of different variables and we can't seem to crack the niche,
then sure, we might have to swap out the niche, but for most of the time, we're keeping
that niche the same, we're keeping that niche as a constant. Let me give you an
example. Our niche constant could be accountants. We decided we want to help
accountants. Then our offer variable could be Facebook ads and funnels. Then the
result, constant, is they want more clients. Accountants want more clients. This could
be our hypothesis, our Niche-Offer-Result hypothesis. We think this is our niche,
accountants, they want more clients, and then our offer, we think we're going to use
Facebook ads and funnels, now we go out in the market and we test that. It either
works or it doesn't, and we collect feedback and we adjust the offer slightly each time.
Let's make this extremely simple. I want to really get this point simple, because a lot of
people torment themself when they come up with an offer. They're like, "Oh, I can't
pick my niche. Oh, I don't know what to offer." Pick anything as your niche, offer
anything as your offer, and just make a start, because then you're moving. You need
to get some motion before you can actually start playing around with things. It doesn't
matter how long the scientist sits on his coach thinking about what Bunsen burner is
going to work. It's better for him just to get up and start trying some random Bunsen
burners. That's how it works in business too. People sit at the starting lines for too
long. People sit on their coach like the scientist trying to think. You don't know. It's
impossible to think that. We're taught in society that thinking is real good. If you think
for long enough, you're going to find the answer. That couldn't be further from the truth.
You need some data. You need to go to the market. You need things to compute. Your
brain can't find the answer. If we make this as simple as humanly possible, we have a
lock, a lock on the door. Now, the lock is your niche and their problem. Let's say this is
accountants and they are struggling to get clients. Then we've got unlocking the lock.
What does that mean? Well, that's getting the niche their results. That's getting
accountants more clients, right? We've got a lock, and we've got unlocking it is the
result. Then we've got the key. Now, the key is your offer. Your offer is supposed to go
into the lock, which the niche, and it's supposed to get them the result they want that's
supposed to open the door, right? Very simple. Most people don't ask the market
anything. They don't pick a niche. They don't come up with a random offer. They come
up with a random offer, and they assume a random result. Seriously, this is how most
people start a business. They think, "I'm going to start a business," and then they're
like, "Screw talking to the market. Those people don't know anything. I know what
people want. People want help with Google Docs. Yup, that's what they want." Then
they don't pick a niche. They're like, "Why pick a niche? I'm just going to market to
everybody in the world, because people who choose niches are suckers, because
there's only a small group of people. I can target 8 billion people." Then they come up
with a random offer, so then they think, "Yeah, I'm going to help everyone in the world
with Google Docs, and I don't really know what that's going to do for them, but it's
going to help them with Google Docs, because, yeah, that's an awesome offer." They
assume a random result. They're going to be like, "Yeah, I'm pretty sure if people had
help with Google Docs, then they'd be able to make more money. Yeah, that's right." It
might sound comical. It might sound like I'm being an idiot, but I'm really being serious
here. This is how most people come up with the offers. This isn't stupid people. I'm
talking about a lot of people. I see grown adults people who have university degrees. I
see people who are pretty smart come up with things like this. It's crazy. People act
kind of crazy when they start a business. Imagine this. Imagine walking to a random
door. Just imagine you walk up to a random door and assume that what's behind that
door is good. You're like, "Oh, I know something awesome is behind this random
door." Then picking a random key to try and open it. You're just like, "No, I'm just going
to pick anything. Here, this key. I know this key will work." Then trying to open it and
then being sad that it didn't open, so quitting and never trying again. Yup, that's most
people, and I'm not even joking. Our scientific method, how was it different. How are
we different from most people? Well, we pick a good door and a good lock to try and
open, which is our niche and their problem. We pick a niche. We do our research. We
really pick something. We have a focus. Then we do our research to make sure that
what's behind the door is something that the niche actually wants. We don't assume
the niche wants anything. We find out for sure. We don't assume that Susie wants
sushi for lunch. We walk across the road. We ask Susie. We find out if she wants a
kebab. We're like, "Okay, well, we're going to do that." We do our research and we find
out what our niche wants. We find out their current situation. We find out their desired
situation, and we make sure that what's behind the door is something that this market
is going to want. Then we do the research to make sure that what we have is the best
possible ... We do our research to make sure that we have the best possible guess at
what key will open it. That's our offer and our message. We look at who is doing the
best in this market. We talk to different people. We do our research on blogs. We
complete our worksheet. We do everything in week one, and we come up with what
we have, our Niche-Offer-Result hypothesis. Then we form a Niche-Offer-Result
hypothesis on what we think is going to unlock the door. We come up with our
hypothesis which is what we think we're going to work before we go out to the market
and test it. Then once we formed that hypothesis, we then test it on the market. We go
out to the market. We start selling it, and we see what people say. We see if they say
yes or no. We see if it's right or wrong. We collect feedback. Remember, nothing is a
failure. It's always feedback. Then we adjust our variable and our Niche-Offer-Result
hypothesis based on feedback from the market and we try again. We go out to the
market. We pitch them. We get some feedback. We come back. We adjust a little bit.
We keep going back to the market. We keep going back. We keep going back. We
keep going back, changing things a little bit each time, trying out different keys, seeing
what fits. It looks like this, remember? Niche-Offer-Result, we've got a constant, a
variable, and a constant. We're only changing the variable and we're keeping these
other things constant and we're seeing which one fits. We're seeing which key fits,
because when you find that key that fits, bam, you're making money, bam, you've got
clients. There's nothing more awesome in the world when you find the right key. I
figured out the right key for a lot of things, and that's how my business just literally just
prints out money, like 100 grand a day, just printing it, because I've used this method
and I have figured out all of these things. It wasn't by chance. I can tell you right now, I
didn't sit on my couch and think. I didn't just come up with something in the shower. I
didn't just have a dream one day. I went out and I tried things. I collected feedback. I
adjusted it. This is how all nerve striking offers evolve. Every single awesome offer you
could possibly think of in the world, this is how it evolved. Enough of talking about the
theory of it, I'm sure you thoroughly understand Minimum Viable Offers now. I'm sure
you understand all of the driving forces and the concepts and everything behind it. You
know how it works. You know the theory. Let's put things into action. Let's create your
Minimum Viable Offer right now. We've got two worksheets to complete in this module.
Your MVO worksheet, which stands for your Minimum Viable Offer worksheet and your
Niche-Offer-Result hypothesis worksheet, this one is an ongoing work in progress, so
you're going to do a lot of these worksheets over the course ... I'm still doing these
worksheets because I'm still trying to improve my Niche-Offer-Result hypothesis. Let's
pull this up right now. These are available for download below. These are available for
download below this video on the resources section. We start with your Minimum
Viable Offer worksheet. Now, you can pull this up. You can download it as a PDF, or
you can download as a PDF and then click the link there, and it'll open a Google Doc.
You can complete this. You could print it out and write it by hand or you could just
complete the Google Doc and save it into Google Docs, totally up to you. What is the
niche? Question number one, write it down. Define it. What is their current situation?
We should know these things by now. We could just pretty much copy what we've
written down in the other worksheets, but we want to keep writing these things down,
so we keep drumming it into our brain. I still try and write this stuff down every day,
because I don't want to forget it. I'm like, "What is my niche's current situation? What is
my niche's desired situation?" What is it costing them to stay where they are? Defining
that, we talked about it before. What would it be worth to them to get their desired
situation? What do they stand to gain? We talked about that before. Then what are
most niche participants doing to try to bridge to their desired situation and how well is it
working for them. This is a good question to ask. People in the accounting industry that
want more clients, what are they doing? They know what they want, so they're
obviously doing something. Find out what they're doing and write it down. It doesn't
matter if what they're doing is wrong. It is wrong, otherwise, they wouldn't have this
problem, but we want to know what they're doing. Then what are most niche service
providers offering participants to their desired situation? Other people the market,
people who are doing what you're doing, what are they offering to this niche? What
they're offering, how well is that working? Not just for the participant, is it helping the
accounting get more clients, but also, how is it going for the service provider. Is he
getting clients? Is he making money? Does he have a good business? Do a quick
analysis. Write it down, what's going on. Then what are the niche participants who are
crushing it doing? You can ask accountants, who in the accounting industry is just
destroying it? Who in the accounting industry is the rock star in the Rolls-Royce? Who
is doing the best? Find out who they are, write it down, and then what are they doing?
Write down what they're doing, and how was what they're doing different to everybody
else. We need to get an understanding for who is doing what. The people who are
struggling, what are they doing? Then the service providers, what are they offering,
and how well is that working for the service providers who are selling it and for the
people who are buying it? Then the rock stars, the Rolls-Royces, what are they doing?
We want to see how all of these things are different. It's really important to keep track
of these. Once you've completed this Minimum Viable Offer worksheet, very simple
worksheet. It's time to craft your first Niche-Offer-Result hypothesis. This is where
things start to get fun. We've been dealing with a lot of theory, which is really important
because we need to understand how things work first. If someone just goes out and
starts taking violent ruthless action without any understanding for the forces at play,
and any understanding for the theory and the conceptual understanding of this. This is
going to be like trying to do something. You can have no idea what is going on. The
theory is really important, but now once we get this worksheet done, it's time to get into
some real fun stuff, which is we're almost ready to go to market. The next one, once
you've done that, is your Niche-Offer-Result hypothesis worksheet. It's available for
download below this video in the resources section. It's a PDF. You can download it.
You can print it out and complete is a printed out copy, or you can click this link in the
PDF and it will open up a Google Doc. You can complete it digital version, totally up to
you. We copy this from our other worksheet. What's the niche? What's the current
situation? What's the desired situation? Then what version number is this hypothesis?
We have our niche and we have our offer, and now that's our Niche-Offer-Result
hypothesis, but the first time we do it, this is going to be version number one, because
what we do is each time we change things a bit, we create a new hypothesis. We keep
track of things. This worksheet, you can use again and again over the course of years.
I'm not saying it takes years to start making money. I'm just saying you can use this. I
still use this stuff. I'm on to my I don't even know how many version of my Niche-Offer-
Result hypothesis. It's hundreds. You keep creating new ones each time you're testing
something new. You'd write version number one, and then when it comes to what
works and what doesn't, let's determine signal from noise. What I mean by that is
signal is things that are working and things that get results, and noise is things that
don't work and don't get results, but they're usually real hyped up and often have
people salivating over them even though they're of no use anyway, like getting on
Oprah, kind of. That's something that everyone wants, but many broke people have
been on Oprah and they go to a surge of customers for a week, and then no
customers, and then their business eventually collapse. It's not what they wanted
anyway. Signal versus noise, what are the things that work and what are the things
that don't work? Separate them, very important to do, because a lot of things that the
niche participants thinks are signal are actually noise. You want to get some clarity on
these things. Then number six, based on the above, what is the minimum work
possible that you could do to help your niche go from their current situation to their
desired situation? If you're doing done-for-you, map out exactly what you'll be doing for
them and how long it will take, really design your service, and if you're doing coaching,
map out a six to 12-week program that will achieve this. You can take the time to do
that. Then what is a fair but still on the high side price that you could charge for this
offer? Come up with a price for this. Now, if you're doing done-for-you, it should be at
least 1,500 bucks a month or at least 1,000 a month. If you're doing coaching, it should
be at least 2,500. Now we're going to grade things. Very simple, on a scale of 1 to 10,
how certain are you of your niche, on a scale of 1 to 10, with 1 being totally certain,
with 10 being uncertain? Grade it. Don't think too much about it. Just circle some. It's
important to just keep a score of these things. How painful is the current situation of
the niche from their point of view on a scale of 1 to 10? Grade it. How urgent is the
desire for the niche to achieve their desired situation? How bad do they want this, 1 to
10? Grade it. How complex is it to offer the solution? For you to get them what they
want, how complicated is it? We don't want to do something that is so insanely
complicated, because we're going to have a very hard time doing it. We want to do
something that's simple but powerful, so grade it, 1 to 10. How possible do you think it
is to truly achieve the desired situation of the niche on the scale of 1 to 10? Do you
think that you're really pushing it to believe that you can the desired result for this
niche, or do you believe that you 100% you can do it, hands down? Grade it. Now, you
want to add your rankings up from questions eight to 12, and you'll get a total out of
50. Then you want to write that total in there. Then what timeframe do you think it
would take for you to achieve the desired situation in days? If you're going to be
working with this niche and helping them grow from their current situation to their
desired situation, how long do you think it would take you to get them there? Define it
in days. You could say, "10 days, 30 days, 100 days," whatever. Write it down. Now
you're going to have two things. You're going to have a grade out of 50 and you're
going to have a timeframe in days. The higher your score, the better. The shorter the
days, the better. We're looking for something that's short amount of days and a high
score. To give you an example, for me, I'm pretty much 49, 50, and my days it's like 30
days. I'm a real tight timeframe and I'm real high score, because I've worked through
iterations and improvements. I've really tested this thing. I've been in the laboratory,
which is the market. I'm constantly out in that market. I am like a hawk in the market.
I've got my finger on the pulse of the market every minute of every day. If it moves a
bit, I know about it. I'm keeping a close eye on that thing. I've got my eye closer. I'm
monitoring this market closer than anyone else on earth. That's how I know what's
going on and I'm able to make iterations and improvements, and I'm able to keep a
high score here and a tight timeframe here. I'm able to dominate my niche because of
that, so what is yours? Now, we've form our, what we call, part one, which is our pre-
market hypothesis. This is what we think is going to happen, very important, what we
think is going to happen. We don't know if it's going to right or not. Like I said, you can
think all you want, you can get feedback from your mom and your dad or your friend,
or your Uncle John. You can get as much feedback as you want, but the only way
we're ever going to know for sure is by going and getting what we call live market
feedback, going to the market, pitching them, making offers, and getting yeses or nos,
signing up clients, doing real world stuff. That's what we call part two, live market
feedback. When you start going to your market, and when you start making them
offers, and some people are going to go and make offers to their market right now,
because if you know people in your market or if you can reach out to people in your
market right now, do it, absolutely do it. Nothing should be stopping you from doing
that right now. However, if you're new to this and you want to step through the
processes, it's okay. You can start taking action after we've covered the sales script
and everything, which is in week three. You can focus on week one on just getting
your everything right in terms of your message, market, offer, all of that stuff. Then in
week two, we can do some mindset stuff to make sure you're feeling confident and
everything. Then in week three, we'll teach you how to sell. Then in week three, you
can start taking and going out to the market. Typically, most people they wait until
about week three to start going to the market. However, don't let that stop you. If you
want to go to the market right now, do it. I encourage it. Now, I want to walk through
this section here now. However, please understand that you're not able to complete
this until you've actually gone out to the market. Most of you aren't going to complete
any of this stuff until week three, but I'm just going to walk over it now. Even though
this is in week one, I'm teaching you about it now, because when we're doing sales
stuff in week three, you're going to be coming back to these worksheets and updating
them. What we do is as we start going to the market and pitching people, making
offers, closing deals, we want to start crossing off the numbers as you start speaking
with the market and testing your hypothesis by making them the offer in this
hypothesis worksheet. You should make at least 20 to 30 offers before you judge your
Niche-Offer-Market hypothesis. A lot of people judge their hypothesis. They think, "Oh,
this is a failure," or with the first person they talk to. Seriously, you can't judge anything
off one conversation. You need to have enough conversations so that you can get
what we call statistical significance. 20 to 30 still isn't even really statistical significance
if there's any smart stats people in here. I don't want anyone to pull me out from that.
This is mountains better than what most people do. Really, you'll do more than this,
but this is ... I know most people don't even do this, so this is light years of
improvement for most people. If you form your Niche-Offer-Market hypothesis, you go
out there and you test it and the feedback isn't great after two calls, so what? It doesn't
matter. They could just be two people who ... Two dud people. Even me, I still get
more nos than yeses, but you're always going to nos than yeses, and so just because I
get a no, it doesn't meant I run home and change everything. Even if I get a bunch of
nos, I don't run home and change everything. I do enough calls, and then I look at the
overall. I see, "Okay, is this good or bad." You want to get into the habit of doing at
least 20 to 30 offers to real people in your niche before you judge anything. As you
make each call, you can just cross these off. First call, bam, cross it off, second, third,
da-da-da-da, cross them off, and you should do at least 20 to 30. If you want to do
more, you're more than welcome to, but at least 20 to 30. Then what objections is the
market giving you? If they're saying, "No, I'm not interested, ask them why, write them
down. What are the reasons why people are saying no? What objections? What
resistance are you coming up against? What is the market liking or interested in? The
things that you're talking about, what things piqued their interest? What things make
them sit up in their chair and open their eyes wide? What things do they like? Write
them down. How are the conversations ending and what's the conclusion of each call.
At the end, what's happening? Write it down. Then what patterns are emerging? After
you've done 10, 20 calls, you should be able to look back and be like, "What
similarities are popping up here? What patterns are popping up?" Write them down.
Everyone might be saying the same thing, write it down. Based on the above, state
ways in which you can improve your Niche-Offer-Result hypothesis. After you've
collected some data by going out to the market and selling, you can write down things
which you can improve on. Then after you've done 20 to 30 offers to your niche, using
your Niche-Market-Offer hypothesis, collect all the feedback, and form ideas of
improvement, now you can move on to another Niche-Offer-Result hypothesis. You
can create version two. Then you go out and do 20 to 30 more, create version three.
Then you go out and do 20 or 30 more, version four. Then you go out and do 20 to 30
more, version five. Now, I'm not saying that you have to do all of these different
versions of your Niche-Offer-Result hypothesis to make money. A lot of people will
start making money on version one, before they even get to the end of 30 calls. I'm
just saying that just because you're making money, doesn't mean you stop improving,
because I don't know about you, I'm assuming that people once they start making
some money, they're just going to want to make more. I mean, I think it's kind of crazy
if someone gets a client for 2 grand a month, that is 24 grand a year, and then they're
like, "Oh, I know, I'm not going to do anything now." It's silly. If you can do something,
you should do more of it. You should make it better. I've designed this course not to
just teach you how to get a client, but I've designed this course to really make you a
beast. I've designed this course to make you absolutely reign over your market, control
everything. The market is not going to know where you came from, because this is
seriously dangerous information if it's in the right hands. I want to teach people how to
dominate. I don't want to teach people how to just get a client or two. You go through
iterations and improvements. You keep improving this hypothesis. You keep coming
back to the laboratory, which is the market. You keep testing. You keep testing,
because as you get that key sharper, which is your offer, as you learn more, as you
keep getting better, you start making more and more and more and more money, and
things get easier and easier and easier for you. Before long, people are buying from
you. You couldn't even try and stop them. For me, every time I go to sleep, by the time
I wake up, pretty much, made 30, 40 grand. I'm not even joking. It's just by the time I
wake up, and then by the end of the day, it's about 100, 220. It wouldn't change if I
was asleep for the whole day or in another country or anything. That's a lot of money.
Most people are like, "Oh man, if I just made 100 grand a year, I could do all this cool
stuff." I'm making 100 grand a day, and I've being serious. You keep improving this
hypothesis if you want to absolutely crush it, this is what you do. Back to this, you want
to complete your Minimum Viable Offer worksheet, print it out or to complete the
Google Doc. Then you want to complete your Niche-Offer-Result hypothesis
worksheet. You'll only be able to complete part one, because part two, you actually
have to start selling. Now, some people will start selling now, that's cool. You can start
completing that part now, but if you want to wait until you've done the mindset and the
sales stuff, that's fine. You can wait until week three and you won't be able to complete
that part of it until then. It's important to understand this isn't a do it once, sit and forget
thing. You're constantly improving this. You Niche-Offer-Result hypothesis worksheet
is an ongoing and constant and continual work in progress. Remember, it's all about
testing your hypothesis against the market, not about testing it in your head, not about
asking other people in the Facebook group what they think about your offer, because
the people in the Facebook group might not be in your niche. Let me give you an
example. Let's say I'm selling $100,000 construction cranes, full-blown cranes that lift
stuff up to 50-story buildings, right? They're $100 million. Am I going to go into the
Facebook group and ask people will they buy my offer? No, I couldn't even afford
those cranes. You're asking the wrong people. The Facebook group is great to get
motivation. It's great to get some feedback and everything. Your mind is great for
thinking and your parents and friends and family, they're great for stuff too, but when it
comes to testing your offer and your ideas, no one can tell you what's going to work
other than the market. The market is all that matters. The market is the only true
laboratory. Any other laboratory is a figment in your imagination, only the market, and
you want to test your niche, you want to test your hypothesis against the market,
collect feedback, and iterate and improve from there. Just remember, it's like this,
three-sided equation, you've got your constant, your variable, and your constant. We
know our niche. We know what they desired result is, and then we just have to try
different variables until we figure out which one fits, and then we want to keep
improving from there and keep improving and keep improving. No awesome offer was
created on the first guess, and the only thing that's separating you and your offer, from
me and mine in making 100 grand a day, plus, is market feedback, iterations, and
improvements. That's it. You could make this much. You just have to iterate, improve,
keep going. That concludes today's training on crafting your Minimum Viable Offer.
This is a really important module, probably one of the most important in week one.
Make sure you complete those worksheets. Take the time to do it. Put in the work
because I know this feels like stuff ... A lot of people, they're like, "Oh, I just want to do
the Facebook ads," or "Oh, I just want to sell stuff." This is the real gold mine. By the
time we go to Facebook ads, I'm going to show you how to do Facebook ads better
than anyone else on the planet, but it's not going to work well if you've got some lame
offer. Even with my skills in Facebook and my skills at selling, I can't sell a bad offer. I
can't advertise a bad offer on Facebook. It won't work. The most important thing is the
offer. In Facebook ads, just like throwing gasoline on the fire. If I don't have a good
flame, there's no point on throwing gas on it. Probably just put it out. That's what we're
doing in week one. We're building a strong flame, so that by the time we teach you
how to sell, by the time we get your mindset all tuned up, and by the time we get you
doing Facebook ads and things like that, it's just going to go (makes explosion sound)
and things are just going to explode. Take the time, put in the effort, really make this
stuff awesome in week one, because your foundation is everything. Like I said, you
can't build an awesome house on bad foundation. It's just going to fall over. Take the
time to do it, put in the work, and I promise you, it will pay dividends for the rest of your
life. That's it for this module. Make sure you do the work. Make sure you do the
worksheets, and I'll see you in the next training right now. Thanks for

Ressonating your message

Hey everybody, Sam Ovens here and welcome to the final training video for week one
in the Consulting Accelerator Program. I hope you've been enjoying it so far, hope
you've been enjoying week one and I hope you're coming to this last video having
done all of the worksheets and watching all of the videos in full. Don't watch this video
until you've watched all of the other videos in full and completed all of the action items
and all of the worksheets because like I said, this program is made to be completed in
sequential order for a very good reason because when it's completed in sequential
order, you get results. Things work. When I say things work, you get clients, you make
money, you change your life, big impactful things in there so you definitely want to
follow the program, follow the program process because this stuff works. In this video
here, we're going to be talking about resonating your message. We're going to talk
about what your message is like what is your message, why is it important and how do
we use your message and what makes a good message, what makes a bad message
and how do you create your message. We're also going to talk about resonating like
what do I mean when I say the word resonating. This is a very powerful training and
it's going to help you take your message from ... It's going to take it from a very blunt
object and you're going to be able to really sharpen this thing up, razor sharp to have.
One of the sharpest, if not the sharpest messages in your entire market because this is
a very powerful training module. Let's jump right into it. Here's a quick overview of
what we're going to talk about. What is your message and why is it important? How to
transition from selling raw materials to selling solutions and futures and the mechanics
of a nerve-striking message that raises hairs on your prospect's arms. There's some
visceral language in that sentence there and that good message does, it strikes a
nerve, it gets attention and it makes people sit up in their chair a little bit. We're going
to talk about what goes into creating one of those messages and how you can create
your very own one today with this training. Today, I'm going to talk about the message
equation. You've probably noticed by now that for everything in consulting, I have
created ... I've really boiled it down, distilled and turned it into a precise exact science
like a lot of people think that business is up to hope and chance and a lot of people
think that things just happen like things are random. The whole are of starting a
business and the whole area of making money, changing your life and starting a
consulting business specifically until this point in time has been a very gray area but
I've turned it into a precise and exact science. I've created equations for everything
and just like we've had the consulting equation. We've talked about the governing
equation for evolution or we're going to talk about the message equation. How we can
use a very simple equation to craft and hone the perfect message and then we're
going to talk about how to construct what I call your message hypothesis. Just like in
the previous training video, how we had your niche offer result hypothesis. Now, we're
going to talk about your message hypothesis and how you're going to come up with
that so that you can go to market and start collecting feedback. When I say go to
market, I mean go out and start communicating with your niche, real life people in your
niche, making offers to people, selling stuff to people, making money and getting
clients and really starting to make a difference and have some impact. The fun stuff.
We've been working on a lot of theoretical things which have been very important
because I need to show you inside your own hid how consulting works. You need to
really click and be like, "Ah, that's how things work." That was important to do,
however, now we get in towards the end of this theoretical stuff now that we've got a
solid concrete understanding of how it works. We're going to get into the fun stuff
which is taking action, starting to get out there into the market and starting to get
clients and make money. When I say go to market, we're going to use this message
hypothesis that you come up with today to actually go out to the market and start
communicating with people. Things are about to start getting exciting. Then I'm going
to talk about resonating your message through our iterative scientific process. Just like
a good offer, just like a good anything, on your first attempt, on your first guess, it's
probably not going to be perfect and that's just normal. I'm going to talk about how to
continuously improve and iterate on your message so that you can really start
sharpening it up and getting it into a world class message that really gets people, gets
everyone in your market to sit up straight, raises the hairs on their arms and they just
get out their credit card and buy. That's what a good message does. I'm not just going
to show you how to create a message but I'm going to show you how to continuously
sharp and hone and refine that message to get it to that point where it can do that
because there's nothing more awesome than when you have a message that's crafted
to their point. What is your message? What do I mean when I talk about your
message? Well, let's break it down. Let's get a very clear understanding of what your
message actually is. You've got your market niche. This is the niche that you selected.
Say it's an accountants or yoga instructors or plumbers, whatever, you've got your
market niche then you've got you, the observer and you're the observer because
you're looking from the outside of the niche into the niche and you're observing their
behavior, you're observing their wants, their needs, their desires, their problems. We're
looking from a highly ... we're being an observer. We're taking a view on the market
and we're being like, "What do these people need? What do these people want?"
Other things that these people are doing, are they wrong or are they right? How can I
help these people? That's what you're doing as the observer and then you're coming
up with your offer. In the previous video, the one ... just before this week, we talked
about crafting your MVO, your minimum viable offer. This is the minimum viable thing
that you can do, the minimum viable service that you can offer to these people, your
niche in order to help them bridge the gap between their current situation and their
desire situation. The minimum thing that you can possibly provide to help get them at
the future that they want. That's your offer. We've got these three things together at
this point. We've got your niche, we've got your the observer, we have trained you on
how to take a view on the market, you understand the mechanics and the forces that
drive a good consulting business. We've crafted your minimum viable offer. We're got
your offer ready. We've got these three things ready right now. If we group you, the
observer and your offer together and then on the other side, we've got your market
niche. You need a way to communicate with these people. You need a way to get the
attention of your market niche and you need a way to get your offer in front of these
people like just having a offer and just knowing how consulting works and having a
niche, it's not enough. There's a missing link and if you had the best offer in the world
and you knew the most you could possibly know about consulting and you had the
best niche in the world, nothing's going to happen. No sparks are going to start flying
like that because you need a way to get it in front of them and your message is the
thing that we use to get you and your offer in front of your market niche. Your message
is how you communicate your offer to a market and get the attention. It's really how ...
It's the link that enables you to communicate and get the attention of your niche. You
want to think of your message like this. Why don't I mention your market niche is over
there on this left side and then you're the observer and your offer are over here on this
right hand side. Then you've got two antennas like a TV antenna, just any antenna.
You've got your one up and then your market niche has got their one up. You want to
imagine everyone always has their antenna up. Where you've got to start sending a
signal, you've got to stop thing a signal over to your market niche. A really good
messages, a good message uses the right channel and resonates with the market
niche to get their attention and communicate effectively. A channel, we're going to talk
about later on in this program but different channels, we could use direct mail. We
could use email. We could use Facebook advertising which I'm going to teach how to
be an absolute ninja in later on in this training. There's lot of different ways that we
could use as a channel but then your message is what goes down that channel. When
I say resonate, I mean really get on the same wavelength, really transmit that signal
from your side over to their side and communicate effectively. The term I invented is
called market-message resonance and this is when the market which is your niche and
your message really resonates and gets on that same wavelength. You can think
about it like this. You've got these different wavelengths and they're going across, your
market niche has got their wavelength and then you're playing around with your
message and you're trying to guess which wavelength to get it on as well. Market-
message resonance is when you tune your message to get on the same wavelength
as your market niche. It's pretty much impossible to get a market message on the first
part to have it perfectly resonate with your niche. You start out, you have a guess and
you think this is going to work and then it's an iterative process to get it to perfect.
Once you do get it, bam, right on the perfect wavelength, it's like nothing else. It's like
all your market knows about, all they hear about, all they think about, all they even
dream about is you and that's when you've got the right wavelength. In this video, I'm
going to show you really how to get on that same wavelength and how to achieve what
I call market-message resonance. Once you'd tune your message to be on the same
wavelength as your market niche, you will easily get their attention. It's like all they can
do is think about you. This what happens when you get on the right wavelength. A
simple way to think about it is to think of it like a radio station. When you're in a tunnel
or you're in the countryside, you get a lot of noise and no signal. Noise is that sounds
that's like ... I'm sure everyone's heard that. When you're pressing the buttons on your
radio trying to get this station and you're just getting some random nothing. It's just
like, that's noise. When you're in the countryside or in a tunnel, you get a lot of noise
and you don't get any signal and the signal was when you could hear music or hear
the voices of something and you can't hear anything. It's very frustrating. I'm sure
everyone's been in that situation where they're like, "Ah, this is frustrating. This static
sound, this noise sound is horrible. I just want to get a clear signal." Sure everyone's
been in that situation before. Most businesses think their niche doesn't buy, won't
listen or is stupid because they don't seem to get their attention and sell them. I hear
people every single day like business owners, consultants, coaches, you name it, just
every type of business. I hear everyone saying that their niche sucks. I hear everyone
saying that their niche doesn't have any money and I hear everyone saying that, "Oh,
my niche is stupid. They won't listen to me or they think they know better than me and
they won't buy or they keep saying they want to think about all of these different
things." Of course, they're blaming the niche. They're like, "Oh, it's the niche's fault." Or
"It's this guy's fault. He's stupid." Well, truthfully, it's not really them. It means that your
message isn't really communicating well because when you have a message that
communicates well, you won't complain about your niche. I'm here today to tell you
that most businesses are shouting but all their market hears is noise. Most businesses
think that their niche won't listen, most businesses think that their niche doesn't have
any money and they're shouting like they're literally on Instagram, they're on Facebook
live yelling down the pipes at people. They're literally shouting and they're loud and
they're spending money on ads and everything but it just doesn't seem to work
because even though they're loud, all their market hears is noise. Here's a printout
which I've got. It's another pin up. It's available for download below this video. This is
something you might want to pin up on the wall or keep handy because it's really
important to think about your message this way. Here's the quote. Most businesses
are shouting but all their market hears is noise. Volume without signal only frustrates
people and hurts their ears. Instead of shouting, listen for feedback. Tune your
message until it resonates deep into your market's bones. This is a pin up which you
can have just to remember that just because you're making a lot of noise, just because
you're doing some ads or something, just because you're doing posts, just because
you've taught to 20 prospects, just because you've done anything, it doesn't mean that
your markets actually hearing you. A radio station can still be putting out a signal but if
it's on the wrong wavelength, you aint hearing any music. It's very important to know
that you want to make sure that your message is resonating with your market, you
want to make sure that you guys are on the same wavelength and they're picking up
on that message and it's really striking nerves because when you get your message
tuned properly. Believe me. It is a very, very, very powerful force that will surprise you
and your entire market. When you get a message right, it's like all people ever see and
all people ever hear and all people ever think about is you. You don't have to be very
loud, you don't have to shout to achieve that. It's actually quite the opposite. I don't
really do any shouting, I don't really do ... I'm a pretty quiet, reserved person. I'm an
introvert. I don't post on the internet very often at all, almost never but when it comes
to getting the attention of my market, I have tuned my message to really shake and
resonate deep into the market's bones. It's because I have used this process which I'm
going to show you today in this video, it's very powerful. What makes a good
message? Well, here's a good example I like to use. Here's a raw lettuce, just a lettuce
like you grab from the supermarket and if you go by a lettuce, it's around 49 cents.
This is what we call the raw material. This is just a lettuce straight out of the ground as
just a lettuce. Now we have sliced, bagged lettuce and what's really interesting is that
the sliced lettuce in the bag is only half of the actual lettuce that you get if you buy the
whole lettuce. You're getting half as much actual food but somehow, it's so much more
expensive. Now, this is six and a half times the price. How do you sell someone half of
something and charge them six and a half times the price? You can go into any
supermarket and go and look at this and it will make you wonder. How does someone
sell half the food and charge six and a half times the price? Because surely, people
would just, people wouldn't buy there. Surely, people just want more lettuce. They
don't want less lettuce and paying more for it. Well, it's a very, very good lesson in
business and especially in creating a good offer and a good message because one is
the raw material and one is the solution to a problem. What I mean is just because
people want lettuce, if people want lettuce then it means that they're wanting the raw
material, however there are a lot of people who are very busy like there's business
people, there's new moms and dads who aren't used to having children and they're
very short on time and they've hadn't much sleep. To people like that, time is more
important than anything else. If you want to wash a lettuce, if you want to slice it up
and everything, let's say that it takes ... I don't know, 15 minutes or something. If
someone that at their job makes like $100 an hour or something, 15 minutes is the
equivalent of $25. Someone who very quickly runs the math in the supermarket, if
they're working and they were used to being paid a 100 bucks an hour, they're like,
"Okay, I got to slice all those other lettuce. Well, if it takes me 15 minutes to prepare it,
the equivalent of costing a 25 bucks, however I can just get this one for 349. You see?
Buying, selling the sliced lettuce that's already washed and everything, it's actually a
solution to a problem. It's a way for busy people to get more time and time is worth
money. It's very smart. They're actually selling half the lettuce and they're selling it for
six times the price. In this world, you get everything handed to you, you get riches, you
get respect, you get attention, you get the ultimate life, the ultimate business, you get
everything when you sell solutions to problems. However, when you sell raw materials,
you're in a nonstop, never ending uphill battle against everyone else who's trying to
beat you on price because every man with a farm who has lettuces is trying to beat
this 49 cents price, however if you're selling solutions to problems, you're in another
market on your own. This is really important. This is the shift in thinking because
there's a lot of people out there, the traditional school of thought and consulting and
everything is ... Well, we're charge per hour and we just give people hours. People
don't buy hours and anyone that goes looking for hours is looking for the wrong thing.
People buy solutions. All right? It's all about solving a problem. It's all about taking
someone from their current situation, to their desired situation and the way we bridge
that gap is by positioning our consulting offer as the vehicle to get them now. You want
to transition from selling raw materials and processes to selling solutions. Remember
back in the training, some of the earlier training modules in week one, we talked about
how your niche is the perfect overlap of these three things. Your skills that you have or
you can learn, the industries that you know and the market's needs and desires. I see
that most people think it's their skills that are important but the most important force by
far like by at least 500% more like 1,000% is the market's needs and desires. The
most important thing of all is the market's needs and desires. the market's needs,
wants and desires are the most important thing and I know I might be sounding like a
robot by now but we've gone through a lot of training in week one and I've really driven
this point home but it's so important because a lot of people think that it's about them,
a lot of people think it's about their skills whether they've got testimonials, whether
they've got an MBA, whether they've got a suit or a fancy Instagram or whatever. I'm
here today to tell you that it's not about any of that. It's about the market's needs,
wants and desires and it's about solving the myth, it's about getting someone from
their current situation to their desired situation. Here's this diagram which I use a lot
because it's very simple, very basic and it really allows ... It brings clarity to the whole
topic. Someone has their current situation in the current self and then they have their
desired situation and their desired self. A consultant is an expert at solving a particular
problem in helping somebody make a particular transformation in their life or business.
Your market doesn't care about what you have. Here's a wake-up call. Your market
doesn't hear about what fancy process you've got. They don't care about whether you
use Lean Six Sigma or whether you've got or have an MBA or doctorate in law, they
don't care about that. They don't care about what software you've got on your
computer, they don't care about how many hours you're going to spend, they don't
care about any of that stuff. Zero. All they care about his getting to their desired
situation. That's it. A good message communicates this and resonates with the market
to get their attention. A good message says to people, I understand your pains, I
understand you as a person, I understand your market, I understand what you're going
through, I know what it's like and I can help you get to where you want to go. I know
the future that you want for your life or yourself, your family, your business. I know it
down to every little point. A really good message, it understands what the market
wants, either then they do themself. That's a real good message, that's when you're
really resonating but a good message communicates this and it resonates with the
market to get their attention. We've covered the theory. You know what a marketing
message is, you know how you communicate your offer to your niche market and it's
how you really get those, it's how you get in front of that niche market and it's how you
things start happening. Let's start putting this into action. Let's start taking some action
and completing some worksheets and actually starting to craft your message. We're
going to go over a couple of questions. First of all, what problems does your market
have? When you did your market research and completed your worksheets such as
your niche, definition worksheet and your ideal client avatar. You would've identified
the problems, pains and desires that they have. You will have that from your
completed worksheets and in those worksheets, you will have identified what keeps
your ideal client awake at night, sick with worry, what is their thing that is just donning
on them all the time? What is that thing that they're just dragging around like it's like a
ball and chained just shackled to their ankle. They're pulling it around everywhere. It's
invisible to everyone else but they know what it is and when you have a good
message, you know what that is too. Write a list of the problems that they have. When
you've completed these worksheets, you should have answered these questions and
now select the most painful problem from the list. Now, can you help them solve this
problem? Don't worry about completing these questions here because I know you will
have completed these in the worksheets but I'm just bringing these back up again to
bring them top of mind so we can have a good discussion in this module. Can you help
solve this problem for your ideal client? If you can, congratulations. You no longer sell
processes, hours and deliverables. You now sell a solution to your market's most
painful problem. You went from being a nobody or you went from being a monkey see,
monkey do imitator in the market which they have the effectiveness of a mosquito.
Market participants don't want to hear from people who just imitate everyone else. It's
like they just get swatted away. They're like an annoying pesky mosquito. However,
when you really get a message that resonates, when you understand your market,
their current situation, their desired situation, you know what they want, then you no
longer sell processes and you're no longer a nobody or mosquito but you go to being a
godsend because when you can help someone get to where they want to go, you're
everything to that person. You're like that person's savior. I'm not exaggerating at all.
This is what business is like. I think a lot of people think that you get into business and
you don't really help anyone, you provide any value but money is a tight, money is tied
to value. In this world and in this economy, if you want to make a ton of money, then
you have to provide a ton of value. There is no other way to to do it. That's how it's
done. The reason why Google makes so much money is because Google provides a
lot of value. How many people Google things each day? Apple makes a lot of money
because they provide the awesome phones and computers and everything.
Companies and people that make a lot of money provide a lot of value and the best
way to provide a lot of value is to solve a really painful problem and you go from being
just a me to sort of monkey see, monkey do, mosquito-like person to being a total
Godsend when you do this and you make the transition from selling raw materials or
processes to telling the solution and desired future. Another good exercise to do is to
define the cost of having the problem. What does it cost this person or business to
have this problem? Start by defining it financially, define it emotionally. A really good
message ties the emotional side and the financial side together. Weak messages only
cover financial stuff. They say, "Oh, it's just about making money or it's just about
getting clients." Or they just talk about the emotions. How would you like to be really
happy and and have a really nice time? A really strong message brings them both
together. It's like twines these things together. You've got the financial side and the
emotional side because to everyone, both are important. There are spiritual people
who I'm sure they'll tell you that it's very hard to be happy and live by how they think
life should be lived when you don't have any money. There's financial people who will
tell you that it doesn't matter how much money you have, you're totally miserable if
you're not happy, if you don't have your emotional sides covered too. Both are as
importantly as each other and a really powerful message brings them both together.
Now you want to define what this problem could ultimately leads to if left unresolved.
What's the worst case if they don't fix it? I know you would have completed these in
the worksheets we've done but I'm just bringing them back up again to get them top of
mind because I'm going to show you how we're going to work with this in just a minute.
What's it worth to have this problem solved? What does this person stands to gain
financially if they solve this problem? If they get this fixed, finance-wise, what's in it for
them? What does this person stand to gain emotionally? How's their life going to
improve? Their relationship with their wife or their girlfriend or their relationship with
their body and their health? How good can things get for this person if they solve this
problem? If we do solve this and we get them to their desired situation, how awesome
can things really get? You really want to paint the picture of how life could be so good
that the person can literally taste it in a spit as they hear those words. That's a
powerful message. Now, remember the consulting equation. We covered it in one of
the earlier videos in week one and the video was called natural law and the consulting
equation. Well, it looks like this. You've got your niche times you offer equals your
result. We pick our niche then find out what result they want by figuring out what did
desired situation is. We know these two sides, we know these two constants, the niche
and the result. Now, it's up to us to figure out what offer keys with the niche to get the
result, that's what we do as a consultant, we go through our iterative scientific method
to figure out the right offer and then boom, we've got it and we're making money and
we've got a business. When it comes to creating a message, a really good message, I
have a process just as predictable, just as precise as the consulting equation so we
simply take the variables from the consulting equation and plug them into something
that I call the message equation. Here's the message equation. It looks like this. I help
blank to blank by blank so I help blank to blank by blank. Now, these three blanks are
places which we put different variables from the consulting equation into. It looks like
this. I help niche to get result by offer. Very simple so it could be like this. I help
accountants to get more customers by doing Facebook ads and funnels or I help yoga
instructors to get more customers by Instagram marketing or I help young woman with
binge eating issues to get rid of ... become free of their binge eating habits by going
through a proven five-week process. I help niche to get result by offer and we have
your consulting equation already constructed because you will have done the other
training modules in week one. You will have completed the worksheets and you
already have this. You know what your niche is, you know what the result they want is
and you know what the offer is. Now, we simply just plug them in here, you plug in
your niche, you plug in the result they want and then you say buy this thing. This is the
formula for a very powerful message because remember, all people care about is
themselves and getting their desired situation. That is literally what every human being
on the face of the earth desires. They desire their future dream. People have dreams,
aspirations, desires so I help this niche to get their result by this thing. This is how you
construct a powerful message. It's very simple, it's profoundly simple and it really cuts
right to the point. It'll allows you to strike a nerve with the market. Let's craft your
message right now and we've got some worksheets to complete. By the time you get
to this part of this video, I am really hoping that you listen to me at all the different
times that I said, make sure you do the videos, watch them one by one in a sequential
process and do the work, complete the worksheets, otherwise, none of this is going to
make sense. I mean it, I meant it then, I mean it now. If you haven't done that, go back
and do it because you need to have done all of these different worksheets to complete
this next worksheet we're going to talk about. At this stage, you should have done your
niche definition worksheet which was on a previous lesson, the ten smart market
diagnosis questions, the ideal client avatar worksheet, the minimum viable offer
worksheet and the niche offer result hypothesis. Now, this is a total of five worksheets,
you should have done them all. You should have completed them and you should
have them handy on your computer or printed out next to you right now so that we can
create this next worksheet which is called the message hypothesis worksheet. Let's
pull the message hypothesis worksheet up on the screen right now. This is available
for download below this video in the resources section and it is a PDF and what you
can do is you can download it to your computer and you can print it out and complete it
with pen and paper or you can just click this link here to be taken to the Google Doc
and you complete the ... and you can complete it using Google Docs, the digital online
version, totally up to you. Part one, pre market of the message hypothesis worksheet.
Some of the stuff is going be repetitive of from the other worksheet. That's fine. You
can just copy this over. The reason why I keep asking these questions is so we have
reference to it on each worksheet and also, you can never write this stuff down too
many times like what is my niche? What is their current situation? What is the desired
situation like this is all they really, all that exists in business. You can't understand this
enough. There is no such thing as understanding your niche in their current situation
and their desired situation too much. The more I get you to start repeating this, the
more I start drumming this in to your brain, the better it is for you because you're going
to really start to think like them. They're going to be on your mind all the time and
you're going to be much more comfortable speaking with them and dealing with them.
That's why I keep getting you to do it. What is your niche? Write it down. What is their
current situation? Write it down. What is the desired situation? Write it down then what
version and number is this hypothesis? If this is the first time you're doing this
worksheet, you write number one, however, like the other niche offer result hypothesis
worksheet, these are made to be never ending. We come up with the first version of
your message hypothesis which is what message we think is going to work, what
message we think is going to resonate with your market and then we go to the market
and we test it and we see if it does. We collect feedback and then we iterate and
improve it because in business, there's no such thing as really finishing something
completely like I think a lot of people believe that you create an offer, you create a
message and then you forget about it and that's it. Well, you can forget about it for like
a little bit but really if you treat things that way in business, someone else comes along
and does something better than you and business is really a never ending process.
You've got to get into that mindset. I remember too when I went to college and by the
time you were done with the paper, you were done with it. By the time you're done with
a level, what university you like, if you did, one, you were done with it, by the time you
did your degree, you were done. All right, you could forget about it but business is not
the same. Business is the real world and I learned that. I was like, "Oh well, we're
never really done with these things, they're constant and continual ongoing processes
where we keep improving things." Even though we're going to come up with your
message hypothesis now, if you want to be savagely effective in your market, you
want to continuously keep improving your hypothesis, keep improving your message to
get it razor sharp to the point where all your market can do is think about you. What
does this niche have or does this niche have their own language/slang and if so, what
are some of the keywords and phrases and statements that they use? We want to
understand does this niche have their own language? Like builders and plumbers use
a lot of slang and I'm sure all sorts of different niches use different slang. For example
in the online marketing and digital marketing, people use funnels and clicks. There's all
sorts of words. After you've done your research and your market like write down what
their language is like, what are some of the keywords or phrases that they use? To
create a good message, we really need to understand what language they use. Now,
number six, define your message in a simple sentence or two using the message
equation which we talked about before and the equation is I help niche to get result by
your offer. You want to write your message here, very simple, don't over complicate it.
You just need to follow the formula. I help accountants to get more high value clients
by Facebook ads and funnels. something simple like that. Do that. Now, write your
message or hypothesis. On a scale of one to ten for how well it resonates with your
prospects before we go and get real life feedback from the market. Based on
completing these questions above, doing your research and defining your I help blank
to blank by blank statement here, how confident are you with this message? How well
do you think it's going to resonate with your market based on what you know? I want
you to give it a rating out of one to ten and ten is being crystal clear and one is being
not very clear at all, mostly noisy and you can get a grading here. Now, each time we
iterate and improve your message, we're going to see how this improves, your
confidence in your message because you're going to start off probably not having the
highest rating on your message hypothesis. That's totally fine. No one does. When I
got started in business, mine was like a one. If I could have selected zero on this
scale, I would have selected zero and is important for me to tell you that people, no
one starts really confident, no one starts with an awesome badass message like "Me,
myself and everyone I know started with a message that quite honestly it sucked." It
didn't resonate with the market and everyone's the same but the thing is is that you
have to start with something. You have to write down your message, there's no such
thing as a wrong one and then we go test it with the market and we iterate it and we
improve it. If I started with a message that was a one out of ten, only really like four,
five years ago, now I've made more than $20 million, make more of a hundred grand a
day now. It doesn't matter. All of my millionaire students they started with a message
that wasn't awesome too, same with the six figure ones, everyone. Don't worry. If you
think that your message isn't awesome right now because it probably won't be and the
only way to get in or some messages to go to the market, see how they react to it,
collect feedback and iterate it and improve it. That's part one of the message
hypothesis worksheet and part one is pre market. Pre market means we come up with
this before we actually go to the market. Part two is live market feedback. I'm gonna
walk you through this part now, even though you won't be to complete this part until
you've actually gone out to the market and you've started making contact with them
and you're most welcome to start making contact with you market right now in week
one. You can totally do that, however, most a lot of people are probably going to want
to wait until when we do the mindset training in week two and then we do the sales
training in week three. If you wanted to wait until week three, that's totally fine as well.
What you're going to do is you're going to start going out to your market and you're
going to start generating strategy sessions with them and doing strategy sessions and
each time you do a strategy session, you're going to check off each one so you do the
first one, your second one, your third one, so on and so forth. Now, it's really important
that you should do at least 20 to 30 offers, 20 to 30 strategy sessions where you
pitched your client before you judge your message hypothesis because a lot of people
go out there and they form a message and they think, "Okay, I'm going to go out and
test." Then they do one call and the person says no and then they're like, they run
home, get under the [inaudible 00:44:26] and cry. If you go and you do one of
anything, I'm not surprised it doesn't work. Even today, me with my thorough
understanding of consulting and my massive collection of results and everything and I
know this stuff through and through. I created all of this stuff. I invented it all and even
now with my knowledge and understanding of all of this, if I went out and made an
offer to someone, most of the time I'd get a no because I get more nos than yeses but
my conversion rate is probably around 30% on a real good day, it's up at 40% so that
means that if I talked to ten people, only three would buy and seven would say no to
me. There's a high chance that seven in a row could say no. Seven people could tell
me no in a row and I still wouldn't care because I'm like, "This happens." I know how
numbers work. You can get seven no's in a row and then get three yeses in a row. I've
had sometimes where I've gone at 15 no's in a row and then I've had like almost nine
yeses in a row. Numbers have a funny way of sorting themselves out. It's like
regression to the main, there's a whole bunch of complicated stuff. We don't even
need to get into it. It's not worth knowing but you basic ... the basic takeaway of it is
that numbers aren't evenly distributed across the dataset. If you're out, I think a lot of
people think that they should have a ... If they have a 30% conversion rate, then that
means that one in every three people is going to say yes and then they go and do
three, no one says yes so they're like, "Oh my God, my conversation rate is zero
percent. That's not true." You have to do a large enough number to get an accurate
idea of your conversation rate. You also have to do a large enough number of ... you
have to do a large enough of number strategy sessions and pitches before you can
really judge your message and I recommend that numbers 20 to 30 so you should go
about making your offers to people and at the point where you've made in between 20
and 30 offers, then you want to come back and make some refinements to your
message hypothesis and come up with a new hypothesis and go out and test that and
you want to keep going again and again and you want to keep sharpening this
message and you want to get it to that point where it's really resonating and it's really
shaking people. It's important that I tell you that you don't need to do like multiple
iterations before you start making money. You can start making money and you can
get clients on your first message hypothesis. I'm just saying that most people I'm
guessing are going to want to keep improving, most people if they get one client then
they're going to want more. Like I said, I didn't create this training to just show you how
to get one client. I created this training to make you rich and create profound change
because I don't think that ... one client is cool and everything. You'd be like, "Oh, I got
my money back from this course and everything but I didn't put this much effort of my
life into this training just to help you get a client. I want people to make six figures,
seven figures. I want people to live their dreams and in order to do that, you're going to
get multiple clients in an order to really crush it, you're going to want to keep improving
upon your message. That's why we get you to do this and then what words or phrases
do you hear your prospects repeating over and over again? This is a good question.
When you're doing your sales calls, I'm going to get you to record them all and I'm
going to teach you the hands down, the most powerful and potent sales script that
exists on the planet today for selling consulting services. I know because the best
salespeople in the world have said, "This thing is intense." I'm going to teach you that
in week three and this thing is going to turn you into a beast when it comes to sales.
One thing I get you to do is to record your sales calls so that we can go back and listen
to them and see how you went and all of that stuff. Well, when you're doing your sales
calls and your strategy sessions and when you're listening to your recordings and stuff,
you want to think what words or phrases do you hear people say over and over again.
People saying the same words and phrases across all different calls. If they are, write
them down, these are patterns starting to emerge. What stories do your prospects like
to tell that seem to recur across multiple calls? Are your prospects telling stories like
saying things a rule, a particular way or they're complaining about a thing or do they
would like to tell story about a particular job or dealing with a particular or supplier or
something. What stories do they tell? Write them down. This is a powerful one. What
metaphors or analogies do your prospects use? Metaphors are really powerful and
sometimes people within a particular niche they share metaphors and analogies to
communicate with each other or sometimes to describe someone's own situation, they
refer to a metaphor because it does so clearly. When people do stuff like that, you
want to really pay attention because the people that pick up on these things, they
understand their market on a whole another level and the other people that are able to
create really nerve-striking, arm hair-raising offers and messages so listen out for
those and write them down. What things does your prospect appear to be bored or
saddened talking about? What topics if you bring them up or what words if you say
them, what things dull down the conversation like what things make people who
sounds sad? The life kind of drops out of the conversation like what are those things?
Write them down and then on the opposite side, what things does your prospect
appear to be excited and energized talking about? Are there different words, phrases,
or topics or things that if you talk about them, it's like the prospects that's up in these
chairs, it's like back straight, all of a sudden, their eyes are open, they're alert but
you've got them awake. There's words and phrases that get people to start doing
things like that. You want pay attention, you want to write those down. What words,
sentences and phrases that you used did not resonate with your prospect? Was there
anything that was pretty much just like useless like sometimes people will say
something and the prospect doesn't even listen. Most of what most business owners
say is noise and they're not even saying anything. If it doesn't mean anything to the
prospect, they don't hear it. It's real simple. What things that you say don't seem to
have any effect or just don't even seem to get heard? You want to start writing them
down because as we improve and as we iterate on our message hypothesis, we want
to start cutting out the things that don't work. As we work on our sale script and the
way we pitch our offer and our Facebook ads and things, we're going to come back to
these worksheets and we're going to look at things and be like, "Oh, this words are just
no no's. We don't talk about these things because they do they're useless what they
make people feel bad in our market so it's really important to start collecting this
information." What words or sentences or phrases did resonate with your prospects?
On the opposite side, what things did you say that really got people's attention and to
emphasize your key points when you were talking like when you're giving your
message, when you're doing your strategy sessions, quite often when people are
trying to make a point, they use metaphors and analogies so just like we're keeping a
record of your prospects metaphors and analogies that he or she uses we want to start
writing down and keeping record of the metaphors and analogies that you use
yourself. What you want to do is write your message hypothesis on a scale of 1 to 10
for how well it resonated with your prospects after feedback. One being no resonance,
ten being crystal clear resonant. We got you to rate your message hypothesis on a
scale of one to ten and that the pre market section which is how well you think it's
going to go and then what we do is we compare your pre market rating with your post
market rating and we can see. Your post market rating is then something which you
can take and improve upon again and it's just a constant process of creating a
hypothesis, going to the market and testing it, coming back with feedback, coming up
with a new hypothesis, going back to the market testing it, it's a process. We keep
making a hypothesis. We keep going to the market we keep testing it and we're getting
clients, we're making money at the same time but we keep sharpening up that sword
because if we ... most businesses they get their message until it's good enough and
then they go sell and they forget about their message and then they end up forgetting
or their message ends up wearing off overtime and then all of a sudden they're like,
"Oh my God, my message isn't working anymore." That's the bad way to do business.
It's better to continuously sharpen it even when it doesn't need sharpening because
that way you're so far ahead of every other person in your market that it's like people
can't ever catch up. You want to be so far heat of your competitors, this is this is the
hungry side of me talking, you don't have to be like this but I like to be at least, at the
very least like ten times ahead of my competitors because if I'm not, I'm like, "Well
damn, this is not a big enough lead. I want to be ten times, this year I want to get way
more times ahead. To do that, you want to continuously keep sharpening that
message can keep forming new hypothesis, keep testing. Now, based on the above,
state ways in which you can improve your niche offer result hypothesis. This should
say your message hypothesis so fix that one up. Based on this, how can you improve
it? Write it down and how can we make our message stronger, more potent, more
powerful and then after making at least 20 to 30 offers during at least 20 to 30 strategy
sessions to your niche using your message hypothesis, collect the feedback in this
form and then come up with ideas for improvement and then repeat it again. Once
you've done this and you've done 20 to 30 calls, you go back to the beginning and
then you fill out this form again and this time you change it to version number two. This
is version number two and then we go out and we test it again. We collect feedback
and we go create version number three. We test it again, we get feedback version
number four and I'm pretty sure you understand me now like it's an ongoing process
and the beauty of doing it in this ongoing way is that you just keep getting better and
you keep getting better and you'll be ... honestly, you'll be surprised at how good you
get in a very short amount of time, because most business owners don't think like this.
Most business owners don't even plan, most business owners don't have a hypothesis.
You say hypothesis to most business owners, they'll be like, "What are you talking
about?" This is the difference. I'm teaching you how to behave and do business like a
billionaire. This is next level business training. Most people don't do stuff like this. Most
people don't plan, most people test, most people don't measure. We're different and
that's why we're going to get results like no one else does. That's your message
hypothesis worksheet and what you want to do is complete that right now. Pause this
video, take the time to complete it and obviously you're only going to be able to
complete part one which is the pre market, the pre market stuff. You're not going to be
able to complete part two yet which is the life market feedback until you actually start
making sales. You're most welcome to make sales right now, go for it if you want to.
However, a lot of people are going to want to do the mindset training first and then get
the sales training before they do that in weeks two and three. Now, and I'm sounding
like a robot and I'm repeating this a lot but it's so important that I tell you that this is an
iterative process because I think a lot of people get ... I don't think I know because I've
had more than ten and a half thousand students in this program now and I've been
doing consulting for like five, six years now. I know, they're not even thinking. I know
that a lot of people come into business and they think that whatever they come up with
on their first attempt is that they think that if that doesn't work, they've failed and they
think that it should work or else it fails. It's the wrong way to think. There's flawed
thinking. I know society stores that thinking into us but it's wrong. Proper businessman
think I'm going to form a hypothesis. This is a guess at what I think the market wants.
They go out there and they test it. If people will say no, they don't care. They're like,
"That's feedback." They ask people, "Why?" They find out why and then they come
back to the drawing board and they improve it. They change to a new hypothesis and
then they go out and they test that again. Nothing is a failure in this training. It's only
feedback. If we get a yes, awesome. We get a client, we make money but if we get a
no, it's okay. It's feedback, not failure. We need feedback to improve our process, our
offer, our message, everything. We conduct our research, form a hypothesis and then
go out to the market to test our hypotheses and collect feedback. We use our message
equation to iterate and improve again and again. Here's our message formula or a
message equation again. We've got our niche on the left. Then our message in the
middle and it comes into contact with a niche and then we've got our result which is on
the right hand side. Remember that market to message resonance is when you'd tune
your message to get on the same wavelength as your market niche. You've got on the
right hand side, you've got you, the observer and you've got your offer and then on the
left hand side, you've got your market niche, you've got two antennas, just imagine that
your market niche is on a one wavelength but the red line that you can see, the red
squiggly line you can see. Then you've got you and your messages this blue or purple
wiggly line. Now, when those waves match and they start resonating together, that is
when you've got your message right. That is when all your market can do is think
about you, dream about you. All they're doing is seeing you everywhere, they're talking
about you, it's like, "Man, where did this guy come from? He's just everywhere." that's
when you've got my market message resonance. That's where you're vibrating and
you're on their wavelength so much that there's just no escaping you. This process
helps you achieve and it's important that you understand that you don't just get this on
your first go. You get it by forming a hypothesis going to the market, testing, iterating
and improving and that's why we have a process for doing this. Here's a print out.
Here's a pin up that you can put up on your wall and we talked about this earlier in the
video that's very important. Most businesses are shouting but all the market hears is
noise. A volume without signal only frustrates people and hurts the ears. Instead of
shouting, listen for feedback. Tune your message till it resonates deep into your
market's bone. This is an important thing to remember because you don't want to be
that person that says, "My niche sucks, my niche doesn't have any money. My niche
can't afford anything. My niche is stupid. My niche won't listen. My niche is anything. I
hear people say this all the time. It's never their fault, it's always their niche. Seriously,
in every niche there is in the world pretty much, people are making a lot of money.
They have just understood the niche better than you and they're on a different
wavelength than you. It's like they're communicating to the niche, they're selling things
to the niche, everything is going well for them but when you're on a different
wavelength, it's like no one can hear you anyway. There's a lot of business owners
and entrepreneurs out there that's just shouting, making a lot of noise but nothing's
resonating and that's an important thing to remember because you ... just because
you're saying stuff, you don't want to think that your market can hear you because if
you're saying the wrong thing, then your market can't even hear the words you're
saying because people have a filtered hearing system. My people only are listening for
certain things. If they don't hear things that relate to their life and their situation and
their desires, that pretty much just goes in one ear out the other but when you strike on
those nerves, when you get things that they care about, when you use the language
that they use and when you craft your message properly the way I've shown you in this
module, it will resonate. It will start to get them sitting up in their chair, start to get the
hairs on their arms raising up and you'll have their attention. That's a good message.
It's important to tell you that there is no message in the entire world that was awesome
on the first attempt. It takes iterations and improvements to achieve mastery.
Remember that. I can really guarantee this to you. I can guarantee you that armed with
this training alone, you are at the absolute forefront of your market and you're going to
crush the competition. This training which I've put together for you here, it is something
else. It is worlds apart from anything else that's out there in the marketplace right now.
You're very lucky to be in this training and you're very lucky to be paying attention in
watching these videos. If you complete these exercises, you're going to just run lapse
around the competition and there's no exaggeration at all. I know a business owners, I
know a lot of them and a lot of them do pretty good too and they're still ... they don't
think like this. They don't take the time to craft the message like this and if you do this
stuff, if you put this into action if you do this work, you're in for some awesome
experiences as an entrepreneur and as a business owner because this stuff is on
another level. Here's what what everybody else is saying. Here's why when you follow
this process, your message is going to be so powerful compared to everybody else's
and this is what everyone is saying. They're saying I am, I am a consultant that helps
accountants get more clients like I am. Well, they say I do, they're like, "I do digital
marketing for accountants. I do digital marketing for lawyers or I do Facebook funnels.
I do you executive training for CEOs." They say, "I own. I own a very, very big
awesome consulting business." or "I own a consulting business that helps these
people." They say we are. Now, these are all words that come from ego. They come
from the ego. They come from you and someone talking about themselves and
whenever you use these words I am, I do, I own, we are, they're bad because you
don't remember, your market doesn't care about you or your market cares about is
themself and all you should care about is your market because if you do that, if you
become market obsessed instead of self-obsessed, you will make serious amounts of
money because most people out there these days, they're too worried about their
Instagram account, they're too worried about how their website looks. They're getting
fancy photos with photographers and wearing all of these different clothes and it's all
about them. That's pretty selfish and it's not that I don't want you doing that, it's just
that that doesn't work and I'm here to teach you guys how to get results. If that worked,
believe me, I'd be presenting it in these videos. I'd say we need to be doing this, we
need to get out, we need to hire a photographer, we need to get this fancy suit, we
need to get this pocket square going on, we need to get this fancy haircut, believe me
I'd be teaching how to do it if it worked but it doesn't work because no one cares about
you. All they care about is themself and we want to become market obsessed instead
of self-obsessed and this is why most people's messages suck and it's not about you,
it's all about the market and that's why when we create our message, it's I help blank
to blank by blank. It's I help accountants to get their dream and their desire and their
desired situation by doing this process. When we use that formula, it's all about them
and it's not about us and it cuts through the noise. It really resonates, gets on the
same wavelength as our market is on and it helps us get clients. That's it for this
training video on how resonating your message, how to craft your message and really
tune it, fine tune it to resonate on the same wavelength as you market. What I want
you to do is I want you to complete that worksheet, you're only going to be able to do
part one, you won't be able to do part two now unless you're one of those people that's
hungry and starts making ... starts going pitching ... right now, if you want to, by all
means go and do that but for most people, you're not going to be able to complete part
two until you stop pitching stuff in week three. That's it for this video. Thanks for
watching. Please make sure you go and watch all the videos in full, please make sure
you complete all of the worksheets and then go to the action items section which is
below this and what I want you to do is I want you to upload and submit your action
items so each week you have to submit your action items. It's a really good thing to do
so you've got everything stored safely in one place. If you lose your laptop, if your
computer breaks, if anything happens, you're going to have all of your information
uploaded and stored safely and securely in one place and that's what our action items
system allows you to do, it also allows you to tick off your progress throughout this
program so that you can track your progress and everything. Very important to do that,
go to the action items section, answer those questions, check off all of those items,
upload your worksheets and then let's get week one signed off from you. Let's go and
move in to week two where we're going to talk about mindset and we really going to
get into some awesome things that I can't wait to see you all in week two and teach
you this revolutionary new way of thinking and seeing the world. Thanks everyone. I'll
see you in the next training. Thanks.

The illusion of sales

Hey everybody, Sam Ovens here. Welcome to week three of the consulting
accelerator program. Now in week three, we're going to be discussing the alchemy of
client conversion. Now what that means is how to, basically, turn someone from a total
stranger, who's never met you before, never heard about you, doesn't know anything
about you, so how to take a total stranger and convert them into a high paying
customer. That's what the alchemy of client conversion is. In week three, we're going
to take you through a series of training videos and we're going to teach you how to
sell. We're going to teach you the art and the science to salesmanship. We're not just
going to teach you how to sell. We're going to teach you how to sell extremely fucking
well. I really mean that. I've put a ton of effort into mastering the art of sales, and I've
really taken sales and refined it and boiled it down and turned it into a precise, exact
science. That's exactly what I'm going to be sharing with you in week three's training.
So I'm super excited to share all of this stuff with you, and I'm super excited to turn you
into a absolute beast when it comes to sales, because I've taught so many people
sales. Now I've seen the most shy, most awkward, most introverted people who have
never sold anything before in their entire life, I've seen them totally transform themself
into someone who is just systemically and reliably closing sales every single day.
Anyone can become a master salesman. It's just a decision, and then it's just doing the
work. In week three, we're going to show you exactly how to do that. Now this first
video in week three is called the illusion of sales. In this video, we're going to discuss
all of the different rumors and myths and illusions that are out there about the art and
the science of sales. Because there's a lot of people shouting a lot of different
messages about how to sell and what makes a good salesman, what makes a bad
salesman. There's so much stuff out there, I don't blame you. I got super confused as
well. I thought I wasn't cut out for sales. I thought salesmen were really tall, really out
there, extroverted people or they were just born with it. All of these different things. We
just need to get rid of all that. We need to debunk all of the myths and all of the
illusions that surround the art of salesmanship, and then we need to get down to
business and teach you the real stuff. Before we teach you the real stuff, we need to
remove all of the myths and the illusions that surround sales, because I'm sure a lot of
you have these in your mind right now and it's going to play havoc with your ability to
learn how to be a salesman. It's also going to play havoc with your ability to be able to
sell and make money and profit in your consulting business. So let's jump right to it.
Here's what we're going to cover in this training video right here. We're going to start
off with what we're going to cover in this week's sales training. What I mean by this is
we're going to explain each different module inside of week three, and what we're
going to do in each module and how that's important. It's important to watch this one
first because we're going to explain how to go about learning all of this information and
how to go about putting it into practice. Then we're going to debunk the myths and
illusion that ... Sorry. We're going to debunk the myths and illusions that surround
salesmanship as a practice. Then I'm going to show you how I went from being
terrified and useless at sales to one of the worlds best in a really short amount of time.
Then I'm going to show you how you can become a master at sales even faster than I
did. I'm going to show you important things to remember going into this week's
training. What we're going to cover in this week's training. Let's talk about the different
modules and what is in each one and why it's important, what we're going to do and
how you should go about completing week three's training. Here's what we're going to
cover. This video right here is the illusion of sales, and we're going to cover debunking
myths, shrouding the art of salesmanship and important things to remember. So we're
going to really debunk all of that mythology. Then we're going to talk about the
alchemy of client conversion. This is the art of converting a total stranger into a paying
customer with one magic call. I know that might sound like pretty hype-y and not true,
but I'm [diddily 00:04:46] serious. I've been able to refine the art of sales down to an
exact science where we can actually convert a total stranger, who has never heard of
us before, doesn't know anything, how to convert that person on one call. One phone
call. That's what we're going to do in the alchemy of client conversion. I'm going to
show you the science and the art, how we go about it, why it works, the theory around
it, and I'm even going to show you my script. Word for word the script that I use and
have honed and refined over time to make it this good. Just the script alone, just the
sales training alone, is worth at least 10 times the price of admission into this program
alone. Learning how to be a master salesman is so, so, so important, because if you
can sell, you're never going to go hungry ever. It doesn't matter what happens in your
life, what happens in your business, doesn't matter if you run out of money or anything.
If you know how to sell, you know you've always got yourself covered because it's a
skill that will serve you for life and pay dividends for life. Then we're going to talk about
crafting your script. In the alchemy of client conversion, I'm going to show you my
script and I'm going to show you the science, the theory and everything behind it. But
then you're going to take my script and you're going to hone it and refine it for yourself
and your niche and your offer. Now my script works really well, but you yourself might
have some words in there that you're not comfortable using. Or you might want to say
some sentences a little bit different. Or maybe in your local market, people speak a
little bit different than me. Or your niche might be different than me. Chances are, your
niche is definitely different, and your offer is going to be different. I'm going to show
you how to take my script and then how to hone it and refine it to really make it your
own. When you do this, when you really hone it and refine it to make it your own, it's
going to feel like a part of you. It won't really feel like my script anymore, it's going to
be your script and something that's really yours. That's important if you're going to
have confidence on the phone and if you're going to make a lot of money in sales.
Then we're going to discuss the pendulum of doubt. Now in salesmanship, one of the
most important things is managing self doubt sales slumps and this really is salesman
biggest issue. It's just managing himself and keeping his head in check, because if you
have one bad call, that can quickly become two, three, four, five, six. You can get
yourself into a real slump. Part of being an awesome salesman is keeping your head in
check and managing self doubt. Just really feeding those feedback loops so that
you're feeding the ups and starving the downs so you can have a nice even keel. Then
we're going to discuss igniting your flame. That is how to get started making sales
today. I'm going to show you all the theory, all of the art and science to sales. Then
we're going to make my script your own script, then we're going to get you to start
practicing. We're going to get you to start reading it out loud. You're going to read it in
front the mirror. You might even want to pair up with other people in the community
and start practicing sales with them so you can get comfortable using the script and
doing role play. Then once you're comfortable, then we're going to get you on real, live
sales calls. We're going to actually get you talking to real people, real prospects, and
closing them. Getting the deal, getting their credit card info, charging it, making some
money. This is where the rubber really meets the road in this consulting accelerator
training program. This is where your business is really going to ignite and it's really
going to start taking off. This is going to be awesome. First of all, debunking the myths
and illusions that surround salesmanship as a practice. Because like I said, there's a
lot of information out there and there's a lot of rumors and ideas and everything that
are just plain wrong. They scare everyone away from sales. I've got on the screen
here a picture of the Sea of Galilee, which is a really rough sea. That's really what
sales is like for a lot of entrepreneurs. They feel like it's totally out of their control and
the sea is just rocking them around and that sales is just something they can't master.
Now a lot of that is just myth. I'm going to show you how we can debunk a lot of those
myths right now. Debunking the myths and illusions of sales. The first one; Salesmen
are born, not made. This is one of the best, and it is not true. I was useless at sales,
and then I taught myself to be dangerous at sales. I wasn't born good at sales. I was
the worst person at sales you've ever seen. I was too anxious to even get on the
phone and make a call. I couldn't even get on the phone. I couldn't even be in the
same room as a phone, let alone use it and, let alone, make a sale. If you think you
don't know how to sell, believe me, when I got started I was worse than you. If you
heard my sales calls when I got started, you would cringe. Armed with this training
here in week three, and armed with the sales script I'm going to provide you with, your
years ahead of where I even began. Don't think, "I'm not a salesman. I'm not good at
sales." That's not true. You're not good at sales because you haven't decided to be
good at sales. You haven't learned how to sell and you haven't practiced, you haven't
trained. That is the first myth that we are debunking. The second one is that sales is
only for smooth-talking, extroverted people. Not true. I'm an introvert and I beat the
extroverts at sales. Everyone's out there saying you have to be all hyped up and
pumped up. It's pretty much like salesmen these days, everyone thinks they have to
be on steroids and shouting at everybody, and that couldn't further from the truth. The
truth is, is that if you're very calm and collected and quiet, you actually make a better
salesmen than one of these all hyped up, steroided salesmen. I routinely beat, and I
routinely eat the lunch, of extroverted salesmen because I maneuver myself with more
grace and with more sophistication and I understand the dynamics of the conversation
better than anybody else. So I can really just dance through the sales call without
being an extrovert and really just pivot it towards the close. It's a masterful way of
doing sales, and I'm going to show you exactly how to do it. One of the myths is sales
is high-energy, fast-taking and aggressive. Well, that's not true. I'm calm, collected and
I'm quietly spoken, and it works for me and it works really well. Another one, sales is
all about the follow-up. Well, that's not true. Sales is about closing on the first call and
forgetting everything else. Everyone's out there saying, "Sales is all about doing 20
follow-ups, 30 follow-ups, 100 follow-ups. You've got to follow-up for six months." Well,
why would you if you could close on the first call? Why would you want to worry about
all of that stuff if you could close on the first call? I believe that people who make a big
deal about follow-up just don't know how to sell very well, because if you knew how to
sell well, you wouldn't have to follow-up. That's the truth. In this training, you're not
going to learn about how to follow-up and how to do any of that dancing around
because following up is for people that don't know how to close. In this training, you're
going to learn how to close and forget about following up because the absence of a
yes is a no, and in this training, all you're going to get is yeses. If you get a maybe or
anything else, or a let me think about it, we're just going to let it go, because we're
going to be able to get enough yeses that we won't need to worry about it. Another
myth is sales is only for outgoing men. This is not true. I've trained quiet, shy men and
women to sell like masters. Like I've said, I've seen it all. I've seen people who have
stutters. I've seen people where English is their second language. I've seen people
who have awkward, shy voices. I've seen introverts. I've seen people of all different
types, shapes, everything, from all over the world, men and women, and I've seen
them become sales masters with this training. If you don't think you're a salesman, or if
you don't think you can become a salesman, just let go of it all because it's just
practice. You just need to do the work and you just need to have a methodology and
some good training. That's what you're going to get in week three here. I'm going to
give you the best methodology that you can possibly find in the world to close like a
master. Sales is absolutely mandatory in business. Like I said, sales is the most
important thing because you can have the most awesome service or product in the
world, but if you don't know how to sell, that thing isn't going to be moving off the shelf.
Sales is extremely important. I'd go as far as saying it is the most important thing in
business because if you're not selling a product or service, you're selling investors.
You're selling the bank. You're selling everyone in life. Every time you talk to someone
and you want to influence their decision, you're selling, and sales is absolutely
mandatory in business. Without strong salesmanship, you and your business will
experience nothing but rough seas. I've got this animation on the screen here because
this is what sales is like for most businesses. It's just they're constantly battling the
elements and they're getting rocked around and everything's getting thrown at them.
It's a state of disaster. That's what it's like when you don't know how to sell. In week
three of this training program, I'm going to show you how. I'm going to show you
exactly how. Now let's discuss how I went from being terrified and useless at sales to
one of the world's best in a really short amount of time. Here's how I transformed
myself into a master salesman: I decided to become a master salesmen. I know that
sounds simple, but that's the first step. If you're not good at sales right now or if you're
freaked out at sales, you don't think you're going to be good at it, the first step is to just
decide that you're going to become a master salesman. So you want to do that right
now. Just make that commitment to yourself. Just think to yourself, "That's right. I'm
going to decide to become a master salesman. Sam and this consulting.com program
right here, this program's going to show me how to become a master salesman.
Everything's laid out in front of me here, and I know it can be done because it's been
done with so many thousands of other people and Sam was able to do it to himself, so
I can do it too. All I need to do is decide to become a master salesman." Do that right
now. Boom. The second one is I worked on my mindset and everything we covered in
week two. Like I said, business is just as much about the tactics and the strategies and
the action as it is your mindset and your paradigm and your world view. As we're
working on sales, you also want to work on your mindset. If you start to notice that
you're not comfortable talking to strangers, we probably want to put that into your
mindset document and into your affirmations. You want to have some affirmations
around you being really comfortable talking to strangers. If you have lots of negative
emotions surrounding money and asking other people for money, then we probably
want to put some money things in your mindset so that we can start having some
affirmations about that. Because if you start to notice yourself being uncomfortable in
different situations when it comes to sales, well think about that. Write it down and put
it into your mindset work so we can start programing your mind so that you're not
uncomfortable around these topics. When we're turning you into a master salesman,
we're going to be working on learning the script and learning the science and the art of
sales. But at the same time, we're also going to be working on reprogramming your
brain so that you don't have any of these issues, which a lot of people have. You
know, a lot of people have issues about money. Talking about money, asking people
for money. A lot of people have a feeling like they're unworthy. A lot of people have
feelings like they shouldn't be talking to strangers. All of this different stuff. That's
totally fine. We'll reprogram your mind with all of our mindset training, which we
covered in week two, and we'll also get you to start mastering the art of sales. Both of
these things will be happening at the same time. So the third thing I did is I researched
the art of salesmanship and figured out how it works. I read probably ... How many
books? I actually don't know how many books, so I can't say a number. If I was to give
a range, it would be in between 30 and ... No, 30 and 40 books on salesmanship. I
made sure I read the best books, and I did a lot of training and I really dug into sales
and figured out how it works. In this training, you're going to get just the absolute best
sales training there is. I took everything that is really out there on sales and I really
boiled it down and distilled it and turned into this training. You don't have to do all this
research, which I went through. I've made the process a massive shortcut for you. So
you can just go through what's in week three, and you will know the best of the best
information when it comes to selling. Now this is a big one, the fourth one. I did over
1,600 sales calls. I just did a lot of sales calls. I was doing like six sales calls every
single day Monday to Sunday. I was even doing sales calls on the weekend. I just did
them again, and again, and again, and again, and again. I kept working on my script
and I just kept getting better, and better, and better. If you're thinking, "I'm no good at
sales." Well, how many sales calls have you done? Because it takes practice and it
takes action to get good. I also recorded my calls, listened to them and figured out how
to improve. I used call recording software, and I'm going to talk to you about that and
how to use it and how it works, all that stuff, throughout week three's sales training.
But I would record all of my calls and then I'd save it to my computer and I'd listen to
them after the call and I'd think, "What did I say that made that go well?" Or, "What did
I say that really made that call go bad?" I figured out what not to say, and I figure out
what to say. It was an iterative process where I really listened to my calls and I did a lot
of research, I worked on my mindset and I started to get really good. If you're thinking,
"I'm not good at sales." If you're thinking, "I don't know how to sell." Or, "Sales isn't me.
I'm definitely not a salesman." Answer me this: How many sales calls have you done?
Seriously. How many sales calls have you made? That's exactly my point. If you
haven't made more than 30 sales calls, well of course you're no good. Of course
you're no good at sales if you've only made ... Well, if you've made zero sales calls, of
course you're no good at it. I mean, how could you ever be good at riding a bike
without ever riding a bike? That's exactly my point. Salesmen aren't born, they're
created. In week three, I'm going to show you how to become a master salesmen.
Sales takes training and practice. If you're wondering how I got good at sales, I did
1,600 sales calls. I might have done more than that. Week three of this program is
going to provide everything you need to become a sales master, but you have to be
willing to practice and do the work. Now let's discuss important things to remember
going into this week's sales training. First of all, nobody is a natural salesmen.
Salesmen are made through practice and training. In this program, I'm going to give
you the training and I'm going to show you how you can practice. You can learn how to
become a dangerously effective salesmen using week three of this training. That is a
fact. You must be willing to practice, you must be willing to take action, and you must
be willing to do the work. Like everything in this training program, nothing is going to
work for you unless you do the work. You've got to watch the videos, you've got to
complete the worksheets, you've got to understand everything, and then you've got to
do the work. You've got to put in the action. Sales is a combination of mindset work
and real world practice. As you're doing the real world practice and you're practicing
with other members, you're reading your script in the mirror and you're actually doing
live sales calls with people and you're closing deals, you want to be aware of the parts
where you get uncomfortable. The parts where you get uncomfortable are probably
mindset issues. You want to write those down and then work on removing that bad
programing with your mindset. Like I said, it took me 1,600 calls to get to my skill level.
You'll have to do multiple calls, too. Now I'm not saying you have to do 1,600 calls
before you actually start making money. I mean, you'll start closing people within your
first five, 10 calls. There's people in the program who close customers on their first
call. Now that is not normal. Most people bomb their first sales call, but it happens. So
don't feel like you have to do 1,600 of them before it's going to work. It's going to start
working very quickly, but don't be surprised if you're not totally fluent and totally
comfortable and just totally an amazing salesmen until you start getting some calls
under your belt, until you start getting some practice. Now let's discuss ways to
practice sales and become a absolute master. First and foremost, come back and
watch week three's training again and again. I always say, the sales training, you can
watch it once, you can watch it in a day. However, mastery takes a lifetime. You're
going to come back and watch this training again, and again, and again. Most
successful people watch the alchemy of conversion video, which is the next video in
week three, most successful people watch that video like five to 10 times. Then they
tell me that they keep coming back every single week and watching it again, and
again, and again. They just make it a repetitive pattern. They really want to understand
the alchemy of client conversion so well that it just becomes a part of them and it
becomes second in nature. That's what you're going to want to do, too. You want to
come back and constantly refer to this training, because you'll go through this training
and then you'll go out and make sales calls, and then if you come back to it, you'll
notice that there's things you missed because you've evolved and you've had your
sales calls go a couple of different ways. Then you come back to the training and you
pick up on different parts, which you didn't pick up on the first time. Make it a habit and
a duty to come back and watch this training again, and again, and again. Especially
the second video, the alchemy of client conversion. Now the second one is to print out
the sales script and read it over and over every single day. You want to make it a part
of you. When I discussed the alchemy of client conversion, I'm going to give you my
exact script. Then you're going to take my script and you're going to make it your own.
When you make it your own, read it every single day. Make it a part of you. Also, say
your script in front of the mirror. I used to do this. I used to have my script in front of
me and I'd just say the different phrases and the different words in front of the mirror.
I'd just look at myself and I'd get to the point where I could say the words really
strongly with a lot of power and a lot of conviction. I got the sentences running
smoothly out of my mouth. It's like kind of practicing lines for a movie script. You want
to treat it like that. You just want to get really comfortable using it. Then you're going to
want to pair up with others in the consulting community so that you can role play and
help each other get better. Now this is a common practice of really successful
students. What they do is they go through week three's training, they practice on their
own, but then they post in the Facebook group and they pair up with others. They say,
"Hey, look, I'm looking to practice the sales training. Is anyone free tonight or tomorrow
to jump on a call and practice?" What they do is they role play. Someone takes the
part of being the buyer, and someone takes the part of being the seller. They role play
and they practice. Practice makes perfect. The people who practice in front of the
mirror, read it every day and then they practice with other people, they get really good.
Then record all of your sales calls, and then listen to them after each call so you can
learn and improve. When you're doing real world sales calls, make sure you record
them because you want to listen to your calls afterwards and think, "Ah, that's where I
messed that up." Or, "Oh, I said that word and it really evoked a lot of emotion in him.
The conversation totally changed dynamics when I said that one thing. Okay, well I'm
going to remember that one thing and I'm going to make sure to use it next time,
because this is a powerful little word or powerful little sentence to use. However, I said
this and it took the conversation off onto a totally different tangent and the guy didn't
buy. Okay. Well I want to circle this. Remember, I'm not going to say this again. I'm not
going to use this word, or I'm not going to use that sentence." That's an optimization
process. You're going to listen to your calls and figure out what works and what
doesn't work and do more of what works and do less of what doesn't work. Sounds
really simple, but most people don't do it. However, the people that make millions, and
the people that make lots and lots of millions, they do this. So make sure you do it, too.
That's it for this introductory video called the illusion of sales. This is just a real quick
video to tell you what's going to happen in week three of this training program, and
also to really debunk a lot of the myths and a lot of the illusions that shroud the topic of
salesmanship. Because a lot of these different things, which people say about sales,
are just flat out wrong. Anyone can become a master salesman. Salesmen are made,
they are not born. There's no such thing as a natural salesman. A natural salesman
just did a lot of practice and did the work. So you can become a sales master, and you
can become a sales master in an extremely short amount of time. You'll be surprised
at how little amount of time it takes before you can run laps around your competition.
In week three of this training, I'm going to show you exactly how to become a sales
master, regardless of your background and regardless of if you've never sold anything
in your entire life. It doesn't matter. Week three is going to show you how to become a
master. That's what we're going to do in week three. Now let's get to work. I'll see you
in this next training video, which is number two, which is the alchemy of client
conversion. Let's do it.

Alchemy of conversion

Hey, everyone. It's Sam Ovens here and welcome to week three, The Alchemy of
Client Conversion. In this training module, we're going to cover the real meat when it
comes to sales and the sales training which you're going to experience in week three.
In The Alchemy of Client Conversion, we're going to discuss the art and the science of
taking someone from an absolute stranger, who's never heard about you before, to a
high-paying customer on one phone call. To do that, we're going to discuss the theory,
and the art, and the science behind converting someone from a stranger to a client.
Then, I'm also going to show you my exact, step-by-step, word for word script. This
module is a real beast. I reckon this one module is worth 10 times the price of this
program alone. In here, I show you exactly how to sell. Just with this one training
alone, you're going to be able to go from a total novice who has never sold anything
ever before to an absolute sales master who is routinely and systemically closing deals
on the phone again and again. This video is extremely important. I'd go as far as
saying it's one of the top three most important videos in this entire training program.
Make sure you watch this one in full. Make sure you pay close attention and take lots
of notes. Here's what we're going to cover. We're going to start off with, what is the
alchemy of client conversion and why is it important? I've told you the alchemy of client
conversion is basically how we take someone from a total stranger to a high-paying
customer on one phone call. We cover the theory, the art, the science, and I give you
my script and everything. Then we're going to talk about the science behind converting
a total stranger into a high-paying client. I'm really going to break it down and show
you the exact science behind this. I've done a lot of research into the human brain, into
consciousness, into psychology and why human beings do things, and why human
beings make decisions. I've really taken everything from the world of sales, and
everything from the world of brain, what's the word for it, like neuroscience, and
everything from the world of sales and kind of just merged them together, and worked
out a profound sales process, which works like nothing else I've ever seen. I'm going
to show that to you here. I'm going to give you the script and everything. Then we're
going to discuss important things to know about sales that nobody else is doing. I'm
going to tell you some really important things that you need to follow. I'm also going to
debunk some massive myths that people have spread out there in the marketplace
about sales, so that you can keep a clear head and know exactly what you're doing.
Then I'm going to reveal to you the alchemic conversion script. I'm going to show you
the exact script. You're going to be able to download it and you're going to be able to
modify and adjust it for you in your niche. We're also going to ship you out a physical
copy of this alchemic conversion script. We've got a digital copy for you to download
as well. Then we're going to discuss handling objections. Objections are when people
say, "Oh, let me think about it," or, "I've got to ask my wife," or, "Oh, I'm not sure."
Basically, people who don't say yes. We're going to talk about how to handle those
objections. I'm going to go over the most common ones. I'm going to give you scripted
responses to handle them. I'm going to explain pretty much everything you need to
know about sales in this one video. Let's start off with the science behind converting
somebody from a total stranger to a high-paying client. We'll start off with our client
acquisition methodology, which we use here in the consulting.com training program.
Here's our client acquisition methodology. We have two ways which we feed our
funnel and pretty much kick off the whole process. One is paid methods, which is like
Facebook ads and different types of paid advertising. We're going to cover that later in
the training program. Another one is organic methods, which are free, easy to use
methods to attract clients. We're going to discuss organic next week. That's the first
part of the process and that's how we get our prospect's attention. Then from there,
they go to the value video. This is a marketing communication piece, which basically
gets the message across. It resonates the message with our prospect so we can get
their attention and evoke a response. We're going to cover that later on in the training
program as well. Don't worry if you don't understand any of these pieces yet. Then the
prospect is going to fill out a survey. They're going to complete a basic form and
they're going to tell us some information about themselves, like how much money
they're currently making, what their goal is, how committed they are to making a
change, all of this stuff. We're going to cover that later in the training program as well.
Then finally, once someone's seen our ad, someone's been through our value video
and been indoctrinated, and then once they've seen our survey and they've filled it out,
then we do a phone call with them, a sales call. In this training video today, we're
going to talk about the call. We're going to just absolutely master this call, because this
call is the most important part of the entire process. You can be pretty bad at ads, and
you can be pretty bad at making your value video, and creating your funnel and your
survey, and everything. You can pretty much bomb everything, but if you're really good
at sales calls, you'll never go hungry and you'll never, ever, ever have a fear about
money like for the rest of your life. If you know how to sell, you know you're always
good. Like me, I know I can sell pretty much anything, so I don't have a single fear in
the world when it comes to finances because I could just go and sell anything. I could
sell someone else's products. I could get a job as a salesman and make a lot of
money. Being able to sell is the most important thing in life and business, and we're
really going to show you how to master it. Now, let's discuss the science of converting
a stranger into a client. Here on the screen, I've got an image of a stranger and then
turning them into a paying client. This is something which is totally misunderstood by
everybody. I remember when I got started in business, I was like, "Oh, that's
impossible. You can't turn someone from a total stranger into a paying client,
especially on one call. People have to get to know you first. You have to meet them in
person. You have to do a proposal. These sorts of things take months." That was my
belief. The truth is that you can turn someone from a total stranger into a high-paying
customer with one phone call, one 45-minute phone call is all it takes if you do it
properly. Now, if you don't do it properly, then it could take years and you might never
sell the person. I've really reduced all of this into a precise and an exact science that
anyone can follow. It just takes one phone call. Let's discuss the psychology behind
why people buy consulting services. Why do people buy consulting services? Here's
our understanding of why people buy consulting services at a very, very, very basic
level. This puts things in perspective for you because it's just so simple and you can
really understand it like this. We have a person and they're in their current situation.
You could just imagine you right now or any person just frozen in a moment of time.
That is someone in their current situation. It's just me. These are my issues. These are
my feelings, all of these things. Then what happens is the person comes into contact
with some stimulus. The stimulus is our ad. We might put a Facebook ad in front of
them or we might use organic methods and get in front of them another way. Either
way, somehow, we need to put some stimulus in front of a person. Then when the
person comes into contact with the stimulus, we have an agitated current situation.
The stimulus is designed to evoke a response. It's designed to make someone desire
to improve themselves more or desire to solve a problem which they might have had,
and they've been avoiding, and sweeping under the rug. The stimulus is a marketing
ad and a marketing message carefully crafted to really kick someone's bruised knee
and really elicit a response from them. I show you how to create marketing messages
and ads later on in this training program, but also in week one, we would have worked
on your marketing message as well. When your marketing message really resonates
with your prospect because you've done your research and everything properly, then
you're able to take someone from their current situation, you put your message in front
of them, and then you're able to agitate their current situation, and you get an agitated
current situation. What this looks like is it's their current situation and then they've got a
desire there. They've got a desire to improve or they've got a desire to fix a problem,
and this creates agitation. It sort of creates some separation of this one whole and it
starts to look like this. These two circles, the blue one is the current self and the red
one is the desired self. At this point, when we've just flashed the stimulus in front of the
prospect, these things aren't very defined. They're not very clear. There's not a lot of
clarity on this. They're far from separated. It's kind of just merged into one and it's
creating a lot of confusion, a lot of pain, and a lot of agitation. This is what it looks like
after the stimulus comes into contact. Then we tell the prospect, when they see our ad
or they see our organic outreach or whatever they do, then we tell them to fill out a
form for a free call with us. Then, because they're in an agitated situation, they fill out
that form because they want to hear how they can fix this. They want to hear how they
can get out of this agitated situation. Then, after that, they're back in their agitated
situation, they've just completed the form, and then within one to three days, we have
a call with them. I teach all about this later on in the program when we go into the
marketing funnels, and the value video funnel, and all of that stuff. Within one to three
days of someone completing that survey form, we get on a call with them. If it's within
one to three days, they're still in this agitated current situation. Then what we do is we
jump on a phone call with them. I'm going to show you in this module right here how
we conduct that call. We have the phone call with them. Then, what we do on the
phone call with them, using the script which I'm about to show you, is we start to
separate these two things, the current situation and the desired situation. Before we
got on the call with them, they're in an agitated state. However, once we get on the call
with them, this script and this process helps you bring some separation from this one
whole. What we start off by doing is clearly defining their current situation and their
current state. We get some data points on that and we really check in and check their
pulse to see where they're at now. Then what we do is we start to stretch this desired
situation further and further apart from the current situation. Then, when we get it to a
point that's stretched right out and separated, and the prospect is like, "Yes, that's
what I want," then we clearly define it. We define a timeframe and we define a number.
Like, "How much weight do you want to lose in 12 months?" Or, "How much more
money do you want to make in the next 12 months?" We really separate the current
situation from the desired situation and we get clear data points for both of these
things. That's what your role is on the sales call. Then what we do is we carefully
position ourselves and our offer as the vehicle to bridge the prospect from their current
situation to their desired situation. What we do is we get on the phone with someone
who's in an agitated state because they've been in contact with our stimulus, which is
design to elicit a agitated state. Then what we do is we start separating the current
situation from the desired situation. Once we've got them nice and separated like that,
and the prospect really wants to get to that desired state, we carefully position
ourselves and our offer right in there as the vehicle to bridge this gap. That is our role
on the sales call. Here it says, "The science of client conversion is creating separation
from the agitated current state to two clearly defined and separated states. Once you
have created separation from the agitated state, you must position you and your offer
as the vehicle to bridge the gap between the two states. Truly masterful salesmen
create separation from an agitated situation to a clearly defined current situation and a
clearly defined desired situation. Then, they position themselves and their offer as the
key to that desired situation. To put it simply, truly masterful salesman don't sell things.
They sell futures." This is a profound lesson for many people in this program. You're
not actually selling what you think you're selling. If you're selling, it doesn't matter what
you're selling, like if you're selling iPhones, you're not selling an iPhone. If you're
selling coaching programs, or consulting, or personal training, or any of these things,
you're not selling what you think you're selling. You're selling a future. You're selling a
desired situation for this person, which they have in their mind. Now, the global
economy ticks each day on people, the whole world waking up, and trying to buy a
better version of themself. What we do on the sales call is we help people who are in
an agitated state, we help separate their desired state from their current state, and
then we position ourselves and our offer as the vehicle to bridge that. A profound
lesson is that we're selling futures. We're selling people the future that they want and
that they desire for themselves. When you make the transition from selling things to
selling futures, everything will shift for you. You will start to make a seriously large
amount of money when you can make the shift. This module right here is going to
show you exactly how you can do that. Here's a pinup for this video, because this is
one that you do not want to forget. This is available for download. You can print it off
and put it on your wall, below this video in the resources section. It says here, "The art
of sales is to create separation. Truly masterful salesmen create separation from an
agitated situation to a clearly defined current situation and a clearly defined desired
situation. They then position themselves and their offer as the key to that desired
situation. Truly masterful salesmen don't sell things. They sell futures." Now, here's
some important things to remember. Now, the first one is, you can consume this
training module in two hours but mastery takes a lifetime. It's really important to
remember that because I'm going to show you everything you need to know about
sales. I'm going to give you the script. I'm going to explain the science and the
methodology and everything. You're going to have to come back to this training video
and watch it again and again. Just this week, you're probably going to have to watch it
three or four times. Then, every week after that, you're probably going to want to watch
it every single week. The people that have done the best in this training program, the
people that have made six figures and the people that have got to seven figures, they
kept coming back to this training program. They kept coming back to this one training
module. They watched it again and again and again. They really drummed it into
themself. They really made this training a part of them, so that it just became natural
and instinctive. That's one massive point I want to get across to you. Don't just watch
this in like two hours and think, "Aha, I'm done. All right, that's it." You're going to have
to come back to this training again and again to really start mastering it. Then, if you
think you're not that good at sales and you're going to have issue with this sales
process and this sales script, tell me, how many sales calls have you done? You've
probably done none. If you've done zero, then of course you're not good at sales. If
you've done less than 30, of course you're no good at sales. You don't get good at
sales, you don't get really good until you've done a lot of calls. A lot of people think that
I'm born a good salesman. A lot of people think, "Oh, Sam, he's just a natural
salesman. He was just born with it or something." That's not true. I was scared of the
phone. I was petrified of the phone. I couldn't even really be in the same room as the
phone, let alone make a sales call, and let alone close anybody. If you think you're
bad, believe me, I was way worse than you when I got started. I had no idea what I
was doing and I was totally scared out of my mind. How I got good is I did 1,600 sales
calls. That's how you're going to get good too. You're going to start doing this training.
You're going to come back to this video again and again and again. You're really going
to practice it. You're going to do a lot of calls and you're going to master it. Understand
that you're going to have to refer back to this training weekly for the next year. You're
going to have to record your sales calls and learn from them, and practice, practice,
practice. What you're going to do is you're going to record all of your sales calls using
call recording software, which I'm going to show you in week three of this program,
and then you're going to come back and revisit your calls and think, "Where did I go
wrong? What did I say right?" Then you just want to do less of what doesn't work and
more of what works. You want to optimize it. The words which you trip yourself up on,
you want to remember what those are and then you want to practice them in front of
the mirror, and practice them again and again so that you can get the words coming
out smoothly, and you can get the words coming out with confidence. Now, I want to
cover something very important, called the ethical use warning. This is very important,
so pay attention. This process is so powerful that you will have the ability to convince
literally anybody to do anything. I ask that you use this process ethically and only sell
to people you can actually help and add value to. Honestly, I could sell anything to
anyone, even if I didn't know what it was, because I have the ability to position myself
as a vehicle to somebody fulfilling their greatest desires. I ask you to use this sales
process ethically and use it with warning and honestly. This sales process is
profoundly powerful. This is not a joke when I put this warning in here. I want to make
sure. I'm going to teach everyone into a masterful salesman, but please make sure
that you use it ethically, and please make sure you only sell people who you can
actually help out and add value to. If anybody is caught using this in any bad way, then
you are going to have a lot of trouble to deal with. Make sure that you use it properly,
you use it ethically. Now, let's discuss the before call preparation. Now, before the call,
this is what you want to do. You don't want to forget this. A lot of people, they do this
the first couple of times and then they forget, but these things are important, even if
you're a veteran salesperson. The first one you want to do is release your attachment
to the yes. Now, a lot of people, when they get on a sales call, they just want to close
the person and they want to get a yes. They want to make money. There's nothing
wrong with that, but it ruins the sales call. Quite often, when you get on a call and all
you want is the yes, then you mess it up and you don't get the yes. What you want to
do is release all of your attachment to the yes. You want to go onto the sales call
without any attachment to closing the person. What you want to do instead is put all of
your attachment and all of your emotion and energy onto an accurate diagnosis. The
best way I can describe this is with an example from the medical profession. You
imagine that you go into a doctor's office. You walk in there and then the first thing that
the doctor says is, "Hey, I've got these new drugs for you that just came in. They're
really good. I think they can really help you out. They're really good drugs and you
definitely need them." The first thing you're going to say is, "Whoa, why do I need
these things?" In the medical profession, a prescription before diagnosis is malpractice
or a prescription without diagnosis is malpractice. If a doctor started prescribing you
things without accurately diagnosing you, then they would lose their job. They would
probably go to jail and they could even kill somebody. In fact, if they did it for long
enough, they definitely would kill somebody. In sales, it's very much the same. The
punishments aren't as harsh, but you don't want to get onto a sales call with an
attachment to selling someone a particular thing. That's just like the doctor knowing
that the next person that walks in the door is going to buy this drug. That's not how it
goes. You want to have your attachment onto an accurate diagnosis. When you walk
into the door and you come into the doctor's office, a good doctor will have all of his
attachment on an accurate diagnosis. The doctor thinks, "The next person who comes
in, I'm going to absolutely diagnosis things spot on." That's how you make a good
doctor and that's also how you make good salesperson. You have all of your
attachment on the diagnosis. All we're trying to do is diagnose someone's issue. If we
can help them, then we want to make them an offer. If we can't help them, then we just
say that and we let them go. That's exactly how it works. You don't want to sell people
who don't need your stuff, because it's just going to cause you problems. You also
want to keep your ego in check. It's so important that you don't judge people or you
don't feel like you're better or you're worse than the person who's speaking on the
phone. I've had to train myself a lot, because when I get on these sales calls, I really
have to bite my tongue. Some of the stuff people say is really crazy. People say wild
things. Sometimes I'm like angry. Sometimes I think the person is stupid. Sometimes I
think this person's business is just an absolute disaster. I think all sorts of different
things. What is crucial is that I have to keep my ego in check. I can't say these things.
If I say these things, or if I judge the prospect, or if the prospect feels, in any way, that
I'm judging them, then what happens is their guards go up. As soon as you put
someone's guards up, then you've lost forever. It's done. The sales call is written off.
There's no hope in ever bringing it back. Once you flick someone's guards up, it's
impossible to close them, even if they should buy your product, because now they're
just going to fight to the death just to keep their ego. What you want to do is make sure
that you never judge the prospect and you never, in any way, be condescending or
judgmental of the person you've got on the phone. If you think the person you've got
on the phone doesn't have enough money, don't act like that. If you think they've got
way too much money and they're too big for you, don't act like that either. You just
want to have your ego in check and you don't want to make any judgments.
Understand that you and the prospect are there for different things and for different
reasons. You, you're on the sales call because you want to diagnose this prospect and
see if you can help them or not. If you can, then you want to sell them what you have.
That's what you're on the call for. Now, the prospect is quite different. A lot of the time
we think a prospect is on the call to buy something from us and sometimes they are.
More often than not, the prospect is on the call with us to get options. Prospects are
constantly in option-hunting mode. They've got a problem. They've got a current
situation and a desired situation. They're out there every day looking at different
options. Once they see a good option, they store it to memory and they go out and
they look for other options. Now, when someone gets on a sales call with you, the one
thing they're going to want to do is take away an option. It's really important to
remember that. The other one is that you want to understand that sales is not a game.
It's more meeting people heart to heart. A lot of people think sales is a game. It's like
about tricking people, or having this little word here, or this little word here. It's not like
that at all. I've seen people who have practiced saying different things. They've tried
wearing different clothes. They try being really powerful or really aggressive on the
phone. I've seen people try every trick and gimmick in the book when it comes to
sales. It doesn't work. It might make a difference of like 1%, but the real art of sales is
meeting someone heart to heart. It's thoroughly understanding someone's current
situations, thoroughly understanding someone's desired situation, and then just
honestly telling them whether you can help them or not. If you can, getting them on
board and working with them. That's what sales is about. Now, here are some best
practices when doing sales calls. First of all, you want to print out the survey 10
minutes before the call and look it over. When someone applies for a call with you,
they're going to complete a survey. I'm going to give you that survey and everything
later on in this training program when we start building out your funnel, and your
process, and all of that stuff. Don't worry about it now. Then, what you want to do is be
in a quiet room without noises and distractions. It is so important that you have a dead
quiet environment. I hear of people doing sales calls in their car, or I hear of people
doing sales calls with his dogs running around and barking, and kids crying, and
doorbells ringing, and all sorts of rummaging around. Guys, that is just a surefire way
to mess it up. No one's going to take you seriously if you're not taking the call
seriously. One way to take a call seriously is to make sure that it's dead quiet and the
prospect has your clear undivided attention. You also want to use headphones, so that
you can take notes and have your hands free to express yourself. When you use
headphones, you don't have to hold the phone up to your head. When you've got
headphones on, that means that your hands are free. Throughout the call, you can
take notes. I like to keep a moleskin notebook, just a small one which you can grab on
Amazon, and we're also shipping you out the alchemy notebook in this training
program. As soon as you get that, that's just like a moleskin notebook and you can
take notes in that. What I like to do is have that open in front of me and I take notes
throughout the call. I write things down. I put bullet points down and I write it all down.
You want to take notes. Taking notes is extremely important. The other thing you want
to do is have your hands free so that you can express yourself. Now, when you're
doing a sales call, if you want to get your tonality right, and if you really want to deliver
your words carefully and properly, then you want to have your hands free so you can
kind of move them around and express yourself as you speak. That works really well.
It helps with the delivery of your message. Then what you want to do is have in front of
you just your notepad and the prospect's survey, so you have no distractions. In front
of you, on your desk, your notebook, your alchemy notebook, and, printed out, your
prospect's survey with the information about them. That's it. Then you can use your
phone or Skype to call them. You've got your headphones in and you don't have any
distractions. You're not looking on your phone. You're not looking at a TV. You're not
browsing around on your computer, none of that. You just want to give them your
clear, undivided attention. Then, what I like to do is I like to use audio only and I like to
use the phone. This is so that I can use silence and complete focus as tools of
persuasion. A lot of people like doing video calls, like on Skype or whatever, or
Facebook live. I don't like that at all. I just like using the phone because it removes
video out of it. It makes it way easier. You can use silence with a lot more power and
you can also focus more because you're not distracted by the video. It's totally up to
you. You can use video if you want to. If you're asking for my recommendation, I
thoroughly recommend you just use audio. Then, the last one is release all emotion
from the day's stresses or previous calls and be in a tranquil state, ready to give your
prospect your full, undivided attention. Guys, this is seriously important. When you get
on a sales call with a prospect, you can't carry any baggage from the day with you. If
you're having a really bad day or if you're completely broke and just terrified about
money, or if the last five calls you did before this one all ended in nos, or if you've got a
headache, or whatever, you have to let go of all that. You can't bring stresses and all
of this stuff onto the call with you. If you bring that stuff onto the call with you, you're
going to mess it up. You have to get into the habit of getting into a calm, tranquil state,
and just give your prospect your full, undivided attention for the entire call. You'll notice
this. This makes a massive difference in sales just alone. If you can give someone
your clear, undivided attention, you're truly listening to them, and you're taking notes,
and you're truly thinking, "How can I diagnose this person? How can I help this
person?" The prospect will realize that. They'll notice it. Your words will start to
resonate with them more and more, and it will help you close the deal. This is
extremely important. Now, this one is one of my favorites. This is using silence as your
secret weapon. I've sold a lot of people on the phone and I've done a lot of sales calls.
Other people started calling the silence that I use the Sam Ovens silence. A lot of
people started saying that. What it is, is I use silence as my secret weapon and you're
going to use silence as your secret weapon too. This is an extremely powerful tool.
You won't even believe how powerful this is. It sounds so simple. It's like, "What? Just
being silent?" Yeah, it's the most powerful tool you can possibly use in sales and
persuasion. When you ask a question, just shut up. If you ask someone like, "Okay,
with your business right now, how much money are you currency making per month?"
Once you've asked your question, shut up. End it. I hear people all the time, they ask a
question. They might say, "Hey, how much are you currently making with your
business per month right now?" Then they kind of pause for a little bit and then they
go, "Oh, yeah, and also, what are using on Facebook? Have you tried this product
called Unbounce?" They start tacking on all of this other stuff. The prospect's mind is
gone. The prospect's mind is pinging around all over the place now. You've totally
confused them. You're not going to get a clearer answer to your question. Whenever
you ask a question or whenever you speak, be quiet afterwards. End it abruptly. As
soon as you say, "How much money are you currently making per month?" Silence.
Don't speak again until your prospect answers the question. This is extremely
important. You also want to let people finish their muddled sentences and never speak
over the top of them. Your prospects are going to be speaking to you. They're going to
be answering your questions. When they're speaking, never go over the top of them,
even if they're totally muddled with their thoughts and their sentences aren't even
making sense or whatever, just let them keep going. You never want to speak over the
top of somebody else. Just wait until they're finished and then you can ask your next
question. Silence on your end allows the prospect to think that they will speak, giving
you essential clues as to where their train of thought is leading. This is what you want
to use as your ammunition. What this is, is when you use silence, if someone says a
sentence to me and they're like, "Oh, well ... " Let's say I ask the question, I'm like,
"So, John, how much money are you currently making with your business per month
right now?" He goes, "Oh, I'm not too sure. I think maybe like, uh, yeah, I'm not too
sure." If he says that, then I'm just going to be silent. I'm not going to say anything,
because he didn't answer my question. I said, "How much money are you currently
making per month right now?" He just said, "Oh, I'm not sure ... " He just said some
random stuff. I'm going to be dead silent. What that does is, he'll be like, "Oh, that
answer didn't satisfy him. I couldn't get off the hook that easily." He'll start tacking
things on. He'll be like, "No, actually, I think it's like $10,000 a month." You want to
make sure that you're silent until they give you their full answer. It's really important.
You want to make sure that you're silent even when they stop speaking. You want to
give it a little bit of silence, because they might add some more on to the end of that
sentence. Quite often, a prospect will start speaking, answering your question, stop,
and then two seconds of silence later, they'll start filling in more of the silence because
a lot of people are uncomfortable with silence. When someone's uncomfortable with
silence, they'll keep speaking. When they keep speaking like that, they're giving us
essential clues as to where their train of thought is leading. When someone just starts
speaking to try and fill the silence, we really get to learn what issues they have in their
business and what ares of their business and life they have sort of insecurities about.
Silence also makes the prospect worry that their answers are not good enough and
that you might not take them on as a client. It flips the power to them being the needy
troubled ones. This is really powerful. When you're doing a sales call and you're just
silent, then the prospect thinks, "Oh, man, is that answer good enough?" Or, "Does
this guy like me?" Or, "Is this guy taking me seriously?" Or, "Man, maybe my answers
are bad." Or, "Oh, man, maybe this guy won't even accept me to work with him." It
starts making people really go crazy. You can remember back, I'm sure, to when you
were younger and when you sent text messages, or emails, or letters, or whatever. If
you sent someone a text or an email and they didn't reply back to you, your mind starts
going kind of crazy. It's like, "Man, I wonder what happened. I wonder if that person
still likes me. I wonder if this ... " It starts going a little bit crazy. The same thing
happens on a sales call, when the silence is nowhere near as long. We're not waiting
days or weeks or whatever. We're just waiting a few seconds, sometimes 30 seconds
or more, but in that moment of silence, the prospect starts to second guess him or
herself and their answer and their situation. Once you can get the prospect tripping up
on themself like that, you've got it. Like, you've nailed it. Once someone starts
doubting themself on the call, you've really got it. It's extremely important to use
silence. I know it sounds like just such a basic thing. You're like, "Are you serious,
Sam? You're going to tell us about silence and being quiet?" Yeah. It does more than
speaking could ever do. Make sure that you build this in and you really practice it when
you do your sales calls. The next one is to let people sit with the weight of their pain.
Whatever you do, do not solve the prospect's problems and pains. I see this all the
time. People get on sales calls and they think it's their job on the call to help the
prospect out and to just solve all of their problems on the call. They start asking them
situation questions. They're like, "Okay, tell me, how are you currently getting
customers? What problems do you have right now?" As soon as the prospect says a
problem they've got, like, "Oh, I've got this problem with ads, Facebook ads," or
something, the salesperson just dives in over the top and they're like, "Oh, Facebook
ads. Have you tried this? Have you tried bots? Have you tried video ads? Have you
tried this, this, this?" They just start solving the problem. It's like the salesperson was
just waiting there, just for something which they could jump at and start a conversation
about. You can't do that. You are not on the sales call to solve the prospect's
problems. You're not on the sales call to give advice, or educate, or coach, or train, or
consult. You're not there to help them solve their problems or their pains. It is so
important. It is crucially important that you do not solve. When your prospects state
their current situation, their problems and their pains, do not jump in and start coaching
or solving. Just say, "Okay." If someone says, "I'm having problems with my Facebook
ads," or, "I'm really having problems with my diet or my exercise plan," just say,
"Okay," and that's it. You don't need to comment on it. If you comment on it, you start
creating a bias in the prospect's mind. Whatever way you comment on it, you're going
to skew their train of thought from there. If we just say, "Okay," we're just
acknowledging that we heard them and then we're allowing them to continue on with
their train of thought without any bias on our side. We're just confirming that we're
listening. It's important that we do this, because the train of thought inside the
prospect's mind has to take its own route. We can't really force it and we definitely
don't want to create any bias. Your prospect has a problem. When you ask a question
that dredges up emotion and pain attached to that problem, do not solve it. Then they
no longer feel the pain. It is so important, to be a good salesman, and to be a closer,
and convert people from strangers into customer, it is so important that you don't solve
the pain. When you start asking someone questions and they start feeling bad about
their situation, or they really start thinking, "Oh, man, things are a bit worse than I
thought," the last thing you want to do is jump in and be like, "Oh, that's fine. Don't
worry about it." Or, "Oh, yeah, I've heard everyone's got issues with that." Or, "Don't
worry. We can definitely help you with that." Don't say anything like that. What it does
is, the prospect, when they have this memory and they go back in their brain to this
past time or this past event, there's pain attached to that. If someone swept a problem
under the rug, and through our questioning, if we pull that problem out from under the
rug, then along come the wave of emotions that are attached to that problem. When
those emotions start rushing through the person, don't solve it. Let the problems and
the pains sit there with the person. Let them sit with the weight of it. It's crucial,
because we need this to be there if we want to close the deal. Just say, "Okay," and let
them keep asking their questions. Let them sit with the pain and the seriousness of
their situation. We are not on the call to solve. We are on the call to diagnose. A lot of
people think that their role on a sales call is to solve it, and fix it, and to coach, and to
show the prospect how smart they are, and how much they know. That's not what
you're there for at all. You're just there to ask questions, take notes, and diagnose.
When you go into the doctor's office and you've got a problem, he or she will start
asking you questions and writing things down, and they won't comment on it. They
won't add their little tidbit or their little piece on the end of each one. They'll just say,
"Okay." This is so powerful because what happens is you start to think, "Oh, man, are
things worse than what I thought?" Or, "I hope things are okay." Or, "I hope the doctor
doesn't think I'm unhealthy." Or, "I hope the doctor thinks that I'm being a good
person." Or all of these different things. When the doctor doesn't say anything back to
you other than okay and just keeps his composure and starts taking notes, you kind of
start worrying a little bit. You start freaking out. The last thing the doctor's going to do
is be like, "Oh, no. Don't worry about that." That's going to keep you feeling really
good, when there might be an issue. If there's an issue, the seriousness of it needs to
be there so that you will do something about it. Now, let's talk about the magic and the
science behind this process. What we do is we get onto a sales call and the prospect
has a scattered, frustrated mind. The prospect has come into contact with some
stimulus through our ads, either our paid ads or our organic ads, and what's happened
is that's kind of got their mind scattered and frustrated. There's all these things buzzing
around in their head, like, "Do I go for this goal or do I go for that one?" Or, "Will this
action create, make this goal happen or is it this action?" It's a big scattered mess
between all these different goals, all of these different possible outcomes and desired
futures, and all of these possible actions to make those futures and desired outcomes
happen. When the prospect gets on the call, their mind is scattered and frustrated.
Then what we do is we, through our strategic questioning and our conversion script,
which I'm going to give you very soon in this video, through asking the right questions,
we're firing the right neural path. By stepping the prospect through these different
states and asking them these different questions, we're stacking up all of these
different neural paths inside their brain and firing things the right way so that we're
walking them through all of the essential stages, so that at the end, they say yes and
it's a no-brainer. Then, at the end, once we've done our questions correctly and once
we've been through our script and all of the stages, what we achieve in the mind of our
prospect is a perfected state of clarity and decisive action. When someone comes on
the call frustrated and scattered, and then we are able to get them into a state of
clarity, then that's perfect because now they're ready to act. If the prospect comes on,
they're like, "This is it. This is exactly what I want. Wow. This guy was able to state
things clearer than I was able to state them myself. He thoroughly understands my
problems, my business, my situation. He thoroughly understands everything. He
knows where I want to get to and he knows how to get there. This is my guy. This is it."
When you bring about that state of clarity, the prospect has decisive action. When you
do this correctly, the prospect just says, "Absolutely, let's do it," because there's no
reason why they wouldn't. You've positioned yourself as the vehicle to get them where
they want to go and it really is just a no-brainer. Now, let's talk about why this process
is architectured the way it is. On the screen here, I've got some pictures of some
people wearing these brain-scanning devices. They basically track brain activity when
humans are doing different exercises and different activities. I really dug in and
researched all about consciousness and brain activity and all these different things,
and especially when it's applied to the art of salesmanship and when people are trying
to make financial decisions. This is fascinating because human minds are not made to
multitask. When somebody multitasks, their brain lights up like this and actions get
tangled with goals. All of the processing power goes to the front of the brain, which is
responsible for switching tasks. Here in this diagram, we can see that they might have
goal A, in red, and then they've got action A. This is simple. When it's just one thing,
they want goal A, and so action A will make goal A come true. It's very easy. It's a very
easy process. As soon as they throw in goal B, then they have action B, and this is on
the other side of their brain. Now, they've got a mess here. They've got two goals and
two actions, and things start getting tangled up. The brain can't work on two things
simultaneously. It has to go forward in the brain to the part of it which can switch tasks.
That part of the brain then goes, "Okay, now it's time to work on A." Then it goes,
"Okay, now it's time to work on B." What happens is it takes time to do that and it takes
energy and brainpower. The front of your brain, which switches between tasks, it's
very small and it's not actually that strong and that powerful. When someone's
multitasking, they're pretty much only using like 5%, 10%, probably not even like 5% of
their brain, way less than that. It really doesn't work. What this is to do with sales is, in
order to convert your prospect, in order to get them to sign up, you must work through
a linear process, which is carefully designed to trigger the right parts of the brain and
connect all the dots in the prospect's mind when it comes to achieving their goals and
bringing clarity to their frantic and painful situation. When we move through the sales
script, we have to move through one stage at a time and we have to get it answered. If
the part of the sales script is supposed to bring in a data point, like a figure, or if it's
supposed to bring in some emotion, all of these different things which I'm going to
show you, it is important that you do it. If you skip any stages in this sales script, it
won't work. I've really architectured this thing looking at neuroscience and everything
so that we can start forging a path inside the prospect's brain that, when we get to the
end, it's just the decision's already made. There's no way that the prospect can't say
yes. That's what we do. Here's the diagram I showed you before. We create
separation. We have the clearly defined current state and then we have the clearly
defined desired state. Then we position you and your offer in the middle to help the
prospect bridge that gap. There's 12 parts to our sales script. You can see part 1, 2, 3,
all the way across to part 12. When you go through these stages one by one and you
do them correctly, you line this entire process up. When you do it properly, boom, the
prospect converts and becomes a customer. It's very, very powerful. I can't stress how
powerful this process is when you can do it correctly. When done correctly, this sales
process successfully stimulates the prospect's mind and brings about a state of clarity
and decisiveness so they can act and make an immediate decision. It is profoundly
powerful. Now, let's dive into the script. Let's show you the step-by-step process which
I've got to make all of this happen. The script is called the alchemic conversion script.
Here's a image of it right here. Now, we are going to be shipping you this alchemic
conversion script, so you're going to get a physical copy, which will arrive at your door
with all of the other physical printed out training materials. We also have included a
digital copy for download below this video. What I'm going to do right now is walk you
through the alchemic conversion script and explain to you how it works. The alchemic
conversion script is a clearly documented methodology and step-by-step process for
converting a total stranger into a paying client with one phone call. Here's part one.
We're going to go through the 12 parts one by one and explain how it works. Part one
is small chat for two to three minutes. When you first start off the call, you just want to
talk about some real basic stuff just for like two, three minutes, maybe even like one
minute, and then you're going to jump right into it. What I like to say is, "Hey, John.
How has your week been going?" Or let's say I call John. I always recommend that
you call the person. You should have their phone number and you should call them.
Then they pick up and they'll be like, "John speaking." Then I'd say, "Hey, John, it's
Sam Ovens here." Then I'd wait for John to reply. Then I'd say, "How's your week been
going, John?" Then he'd tell me. Then I'd say, "Where are you calling from today?" He
might say Alberta or Omaha or Maine or London or whatever. You go, "Oh, yeah?
Cool. All right, well, we can dive right in and get started with this call if you want." Then
your prospect should say, "Yep, let's do it." It's very short, very brief. We're not getting
into conversations about sports games. We're not getting into conversations about
anything crazy here. We're just asking a couple of small questions and then we're
asking, "We can dive right in and get started with this if you want." If they say yep,
boom, we're in business. Now, part two is setting the agenda and taking lead. Here we
say, "Okay, how this call will go is I'll start out by asking you some questions about
your business and your application, which I have here. Then, if it sounds like I can
help, and if it sounds like we're a good fit, I'll explain what I have to offer and how that
works and everything. Then at the end, you can make a decision whether you want to
be a part of it or not." Then I be quiet. Then what should happen is the prospect should
say, "Okay," or, "Yep, that sounds fair enough." What we're doing here is we're telling
the prospect exactly how it's going to go. When we get on the call, we want to
foreshadow the later events the are going to occur throughout this call. We also want
to state our agenda. When we do that, we take control, we take power, we take the
alpha position in the conversation. It is so important that you take the alpha role. In any
sort of conversation, there's always an alpha and a beta. The alpha is the dominant
one in the conversation and they're the one that is leading it. They're typically the one
that's asking the question and then the beta will respond and answer the question.
Then it's back to the alpha, back to the beta, back to the alpha, back to the beta. It is
so important that you have the alpha role. If the prospect starts leading you and they
start asking you questions, just dodge the question. If the person gets on the phone
and they're like, "First of all, I want to hear about this, this, and this," I would say,
"Okay, how this call will go is I will start out by asking you some questions," and I just
ignore their question. I pretty much just dodge it. I say, "Okay, well, how this call will go
... " Then, if they try and talk over me again, or if they try and ask another question, I'll
just let them say it. Then I'll be like, "Okay, well, how this call will go ... " Then, until
they accept my agenda by saying, "Okay, yeah, that sounds good," until they accept
my agenda, I'm not going to do anything. I'm not going to answer their question and
I'm not going to let them take control of the call. If the prospect really wants to control it
themself, if they're like, "No, no, no, I don't want to do that. I just want to ask some
questions and do this." I'll be like, "Okay, well, I'm sorry if I've misled you in any way
and you thought that this was just going to be a conversation where you could ask me
anything you wanted, but these calls are for diagnosing situations and seeing if my
business can help you in your business. If you wanted to just jump on this call and just
ask me a bunch of questions, that's fine, but that's not how these calls go. I'm sorry,
but I'm going to have to end this call with you now," and just end it. If the prospect is
leading the call, you're never going to close it. If you don't have the alpha role, it's
done. It's very important from the very beginning that you take that alpha role. The
best way to do that is to state the agenda and take the lead by saying this sentence
and getting their response, which will be, "Yep, okay, that sounds good." Now we can
move forward to part three. Like I said here, you must have the alpha role immediately.
Sales only happen when you have the alpha role and are leading the conversation. If
the prospect starts the call leading you with questions, dodge them and restate the
agenda before moving forward. Do not answer them. If you can't take the lead, just
end the call. No conversation will ever close without you leading and holding the alpha
role. Now, part three. Figure out why they are here. Here we say, "So, John, tell me
what motivated you to take the time out of your day and schedule this call with me
today." Very short and sweet question. Now, this is a very powerful question because
what it does is it finds out why they're here, why are they on this call. This prospect
has, think about it, they've taken time out of their day to schedule a call and they've
showed up to the call. They're on the phone with us. We want to know why. We just
want to take a shot across the bow and see if we can get to that gold immediately.
Sometimes you'll ask this question and then the prospect will respond, and they'll be
like, "Oh, I saw your ad on Facebook," or, "Your friend referred me. This is the problem
that I've got and this is the problem. I'm really not happy with it and I know you provide
this. I know that you are definitely the guy to solve this problem. I'm really looking to
get started." I'd be like, the person just told me everything. That's the best thing that
can possibly happen is that we just get the full story about why the person's on the call
and, right away, we can see why they're there. Sometimes, the prospect doesn't give
us an answer that clearly. Sometimes, the prospect doesn't even really know why
they're on the call. There's something which is kind of pulling them onto the call,
because they're dissatisfied in some way or another and they've got a feeling that you
might be able to help, but it's not that clear to them. With this question here in part
there, we're just kind of taking a shot across the bow and seeing if the prospect will
reveal to us exactly why they're here. If the answer is not so clear, or it's more
mumbled or anything, that's totally fine. We can still write it down and then we can
move on to the next part. The next step is part four, understanding their current
situation. In this section, the way you want to think about it is, you want to think that
you're like a private investigator or you're someone who's hired to conduct a thorough
analysis of someone's business. You want to ask all the questions you can to really
thoroughly understand the person and their business and their problems and
everything. You really just want to understand here. We ask some different questions,
like, "Okay, John. Tell me what it is that you're selling. What services are you selling?
What products are you selling?" Then I'm going to write that stuff down. Then I might
be like, "Okay, how are you pricing that? What are your prices?" Then, "Who is your
ideal customer? Who is the person that buys this product or this service? Why do
people buy your product or service? What's the big promise?" We really want to know
why, like why do people buy this. Then, "What is the sales process from stranger to
client with you?" We want the prospect to walk us through how they get clients end to
end, want to understand everything. This is a big one. If the customer or the prospect
is selling multiple products or services, we want to know what makes up most of their
sales volume. When we ask, "Okay, so what are you selling?" If the prospect says like
a range of different things, like they've got four programs, or four products which
they've got, or maybe five or whatever, we want to understand which are the most
important ones. We might want to say, "Okay, out of those four products you told me,
which ones make up the majority of your sales volume?" I see people make this
mistake all the time. The prospect will say their four or five products or services they
have, and then the sales person will latch onto just one of them, one out of the four.
Then they'll spend the rest of the call kind of probing around that one product or
service, and then positioning themself as the solution to sell more of this product or
service. Then they'll get to the close and the prospect won't buy. It's because the
product or service which they latched onto and started using as ammunition
throughout the call only makes up like 5% of the prospect's sales. If you are
positioning yourself as someone who can help someone sell a product which doesn't
matter to the company, they're not going to say yes. Quite often you'll find that one
product or service which a company has is making up 80% or 90% of all the money
they make. It's like the 80/20 principle. We see that everywhere. we want to know what
that one thing is, because that way, we can understand which product or service we're
going to talk about throughout the sales call. You want to make sure that you're writing
all of this stuff down and forming an accurate picture and understanding. You're going
to spend quite a bit of time in this section here. I would say you could spend five to 10
minutes really just asking questions and thoroughly understanding the prospect and
their business. It's impossible to sell someone something unless we understand who
they are and what sort of business they have. That's what we're doing in part four. It's
important to take notes here, because you just can't remember this stuff and you're
going to use it later on in the sales call. Then part five is to gather data and cause self-
inflicted pain. Here, something really cool starts to happen. If you've ever been to the
doctor's and they start asking you questions, let's say we go into the doctor's office
and we've got a flu or a cold or whatever. The doctor's like, "Okay, when was the last
time you had a checkup?" You say and he's like, "Okay, what's your diet been like
recently?" Or, "Have you been going to the gym?" Or, "How much water are you
drinking? What time have you been going to sleep? What time have you been waking
up?" The doctor's not judging us in any way. They're not responding to any of our
answers. They're just asking questions. Through the very nature of asking those
questions, and us answering them, we start to feel kind of guilty. We're like, "Oh, man.
I haven't been eating very healthy. Oh, I've been going to bed late. Oh, I probably
could be drinking more water." This is what we're thinking as we answer the doctor's
questions. It's very powerful because, without being judgmental or without even saying
anything, through very good questioning, we can start to make the prospect cause
self-inflicted pain upon themself. If we try and cause pain for the prospect, it's not
going to work. We're going to put their guards up and they're going to protect themself.
The call's over. It's done and written off. It's like if you went into the doctor's office and
the doctor was just like, "Oh, well, you don't look very healthy today. You're definitely
not drinking any water, are you?" Or, "Are you even sleeping?" Or, "What's wrong with
you?" If the doctor started saying that to us, we'd be like, "Whoa, what's your problem?
I'm leaving here. I'm going to another doctor." The same thing happens on sales calls.
We need to make the prospect feel uneasy about their situation and we need to make
the prospect feel some pain so that there will be some urgency there to solve that, but
we can't create that by judging them. The only way we can do that is by asking
questions and getting the prospect to cause pain for themself. Here's some different
questions we can ask. How are you currently getting customers? Do you know how
much it's costing you to get a new customer? Do you have a proven process in place
to get new customers at will? Are you comfortable relying on this style of running your
business? Then, how much money are you making per month with this business right
now? This last one is in bold with an asterisk next to it because you must get the
answer to this question before moving forward. We need an exact data point and
unitive measurement. If they don't know, get them to think. They must tell us. They
must say a number. If you're selling business consulting, then the data point which you
want is how much money are they currently making per month right now. However, if
you're doing some sort of fitness, or diet, or health consulting, then you really need
another data point. You need like, how much do you weigh right now? Or, how many
days out of a month would you say are you feeling happy or not stressed? Or, how
many good night's sleep are you getting a week? We need some unit of measurement
so that we can get a solid data point for their current situation. If we understand their
current situation just with words, that's good, but it's not precise enough. There's
nothing we can really use to measure it. We need to get all of the words, but then we
also need to get a number and a unit of measurement. In business, it's how much
money are they making per month. With other sorts of consulting, you have to find a
data point that's going to work for you. It's so important that we get that data point. If
we don't get it, then the sale is not going to close, so make sure you get it. I know a lot
of people are kind of uneasy about asking people, "How much money is your business
making per month right now?" Seriously, in the world of business, it's a normal
question. It's not something which people are cagey about. It's not like we're asking an
employee what their salary is. We're just simply asking, how much money are you
making per month right now? The business owner will tell us. Very simple. You want to
write this down. Then part six, figure out what they want. Here I say, "Okay, John.
Where do you want to grow this business to in the next 12 months?" I'm asking John
where he wants to take this business. If you're selling a different type of consulting or
coaching, where do you want to get your health and fitness? Or, where do you want to
have your diet or your body? Or, where do you want to have your relationship in the
next 12 months? We're getting them to think out into the future and tell us what they
want. What do they want? What's their dream? What's their goal? What's their desire?
You absolutely must get an answer to this. What you want to do is hear them out and
then get a specific dollar figure per month where they would like to be at. Just like we
got a data point for their current situation, we must get an exact data point and a
unitive measurement for their desired future situation, whether that's dollars, pounds,
whatever. We need a unitive measurement, because that makes it measurable. Just a
bunch of words is not measurable. Now, we've got their current situation. We
understand the context around it with the words. We also understand a data point of
where they're at. Now we understand their desired situation in the future. We
understand it with words and the context that surrounds it, and we also understand the
data point. Now, with the two data points, we can accurately measure and determine
the distance between these two points. Then what you want to do is say, "Okay, and
what's your motivation for getting to $10,000 a month?" Let's say I go, "Okay, John.
Where do you want to grow this business to in the next 12 months?" Let's say John's
currently at $0 a month. John wants to get to $10,000 a month. He says, "That's where
I want to be in 12 months." Then I go, "Okay, and what is your motivation for getting to
$10,000 a month?" Then I just be quiet and John will tell me. He'll say, "Oh, well, you
know, I just want to have some money. I'm starting to worry. I've got to pay rent. I don't
have much savings." He might tell you a bunch of stuff like this. You want to find out
the motivation for someone achieving a particular goal. It's not enough to just
understand the goal. We want to understand the motivation behind it. Every goal has a
story and every goal has some sort of emotional drivers behind it. We want to
understand those. Then, "How would things be different for your business if you got to
$10,000 a month?" We want to ask this question, because then the prospect is going
to say how it would help them and how things would be different. This is really
important because it's starting to get the prospect to think out into the future, and think,
"Imagine if I did achieve that. Things would be way better." It's start to paint the picture
of how things could be in the future if the prospect achieved his or her dreams and
achieved his or her goals. It's getting them to kind of future pace and add detail and
color to that future vision. Then we say, "Would getting to $10,000 a month have an
impact on other areas of your life?" Then we be quiet. Then they might tell us. They
might say, "Oh, yeah. If I started making $10,000 a month, then I could look after my
dad, because he really needs to retire." Or, "I could probably start going to the gym
more because I'd love to get in better shape." Or, "Oh, I could get back into fishing," or
whatever. You want to get them to tell you how making more money or losing more
weight or whatever is going to impact other areas of their life. When we just are talking
about someone making $10,000, it's pretty boring on its own and it's often not enough
for someone to buy something. This is why we ask these other questions. We say,
"What's your motivation for getting to $10,000 a month?" We get the information
behind that. Then we want to say, "How would things be different?" We want to
understand how they would make changes to their life if they had achieved it. Then we
want to understand how it would impact the rest of their life. Now, we've got a full,
vivid, detailed picture about what they want and why it's important. Also, with us going
through this process with the prospect, the prospect has started to paint the picture in
their mind too. We've taken them from a part of the call where they were feeling kind of
in a lot of pain, because we were talking about all their problems, and we were asking
them a lot of questions. We really got an accurate data point of their current situation.
Now, we've kind of flipped it on its other side and now we're talking about out into the
future, and how big things could be, and how the prospect achieving his or her dreams
would have an impact on their whole life. We've got them to go from a very kind of
negative point of view to a very positive point of view. We've created a very stark
contrast between these two things. In this part, what you want to do is support the
prospect in defining their vision for the future. You want to spend some time exploring
it and clarifying it with them. A lot of the time, when you get on the call with your
prospect, they don't have a clear vision for their future. Most people don't set goals.
Most people don't know what they want today, tomorrow, this week, this month, this
year. Most people don't know what they want with their life. If someone doesn't have
any desire, then it's pretty much impossible to sell them anything. If they only have a
small desire, then it's also pretty much impossible to sell them anything. It's important
that we thoroughly understand what they want. Then, if they're aiming too low, we
want to help them aim higher. We want to widen what's possible for them beyond what
they can see for themselves. In this part, you can start to use case studies or stories of
people that you have helped so that you can help your prospect see a bigger vision of
what's possible. Say my prospect is currently at $0 per month. He wants to get to
$10,000 a month. Let's make it smaller than that. Let's say my prospect is currently at
zero and they want to get to $2,000 a month. That's a pretty small goal. I would say,
"Okay, I think that you could actually aim a lot higher than $2,000 a month. You know,
I had a client who was in the same niche as you called Andrew and he started with me
when he was making $0 a month. Within like six weeks, he got up to $20,000 a month.
He was in the exact same niche, the exact same situation as you. There was also this
guy called Jared who did the same thing. I've helped people make this transformation.
It's definitely possible. I've seen it happen. I think you're kind of shooting yourself in the
foot by only aiming for $2,000 a month. I think you could really aim for like $10,000,
$20,000 a month." We're using our case studies or stories of people we've helped to
help the prospect see a bigger vision of what's possible, and to really help stretch it. If
you don't have any case studies or anything, it doesn't matter. You can still help the
prospect stretch their vision of what's possible without case studies. You can just start
saying to them, "I think you could aim a lot higher than that." Plain and simple, if
somebody doesn't know what they want and can't get an accurate picture of it, with a
data point and units of measurement attached to it, they are unlikely to buy. Plain and
simple. That's why it is extremely important to explore that vision of the future and
explore that desired state and desired situation with the prospect. Get it vivid. Get it
detailed. Get a data point for it. Then we can move on to the next part. Part seven.
This part is profoundly powerful and it's called releasing control and self admission.
Here I say, "Okay, John, you're currently at $10,000 a month and you want to go to
$50,000 a month. Tell me, what's stopping you from achieving that on your own?" This
is a extremely powerful question. At this point of the call, we've got on there and I've
clearly defined John's current situation. I understand how much money he's making,
what his problems are, all of this stuff, and he's felt the pain. Then I've explored the
desired situation that John wants, the idea future that he wants, and he wants to get to
$50,000 a month. We've really explored that. Now, what I'm doing is I'm asking John
what's stopping him from achieving that on his own. This is really, really, really
important and really powerful, this one question. Remember how I showed you this,
right? This diagram about why people buy. We've got a clearly defined current state.
Then we've got a clearly defined desired state. Then we have this thing in the middle
called the gap. The gap is the distance between the desired state and the current
state. This is the cause of all frustration, pain, all of this stuff. Now it is so important
that the prospect tells us why they can't do this on their own. The biggest thing that
makes sales calls not end in a yes and just blows them is because the prospect
believes they can do it all on their own. If you just explore someone's current situation
and their problems, then you explore their desired situation, no one's going to hire you
if they think they can do that on their own. It's so important here to get the prospect to
release control and self admission. What we do is, you will have remembered from
week one, when I told you about the three reasons why people buy consulting.
Number one is an inability to get there on their own. They've tried before, they've
failed, or they don't know how. They're unable to get there on their own. Number two is
they want to get there faster, so they might believe that they're able to get there on
their own, but they don't want to do that because they want to get there fast. They
know if they hire someone else, they'll get there faster. Number three is they want to
use a proven system and have guidance from somebody who has actually done it.
They want to just follow an expert. They know if they try it alone and they haven't done
it before, then there's a very high chance that they're going to mess it up, it won't work,
it might take time, and it's probably going to be a waste of time when they could have
just hired an expert anyway. They want to use a proven system. These are the three
reasons why people buy consulting and coaching services. When we're doing the
releasing self control or releasing control and self admission, we're really getting the
prospect to say, we're trying to get them to say one of these three things. We're really
looking for one of these three magic responses. Releasing control and self admission,
part seven. "Okay, John. You're currently making $10,000 per month and you want to
go to $50,000 per month. Tell me what's stopping you from achieving that on your
own." You're listening for those three magic statements before moving forward. If they
don't think anything is stopping them from doing it on their own, you will not be able to
sell them because that is the biggest objection. If they think they can achieve success
on their own, say, "That's awesome." If that's the case, they won't need your help and
you can try to end the call. If someone's like, "Oh, nothing's stopping me from doing
that on my own. That's easy. I can do it." I'll be like, "Okay, John. That's awesome. It
doesn't really sound like you need my help then. I guess there's no point doing this
call." Just like that, I kind of just end it. That's very powerful, because what happens is
the person's like, "Oh, what? No, no, no. I want to hear what you've got to offer." I'm
like, "What's the point, John? You just said that you could do all this on your own. You
know what to do. Why don't you just do it?" It's important that I end the call here if the
prospect believes they can do it on their own. If the prospect comes around and says,
"Okay, you're right. I need someone who's done it before," then sure, I'll keep
advancing the call, but I need one of those three magic statements or words to that
effect. They don't need to be those exact statements, but they need to be something
similar to those statements, so that we can advance the call forward. If we don't get
the prospect to release their control and self admission, then we can't close them. If
there's any inkling of thought that the prospect believes that they can do this on their
own, they're not going to pay us to help them. Then part eight, gaining commitment
and wrapping in emotion. Here I say, "Okay, John, so you're currently making $10,000
a month. Why not just stay where you are?" This is a powerful question, because
someone could just stay where they are and we want to know why they don't want to
stay where they are. That might get them to say like an emotional thing. They might
say, "Oh, I can't. I can't stay here. I can barely cover the bills and I've got a newborn,
which I need more money for." Or, "I've got a kid who's just about to go to college and I
want to pay for their tuition and all of this." It's important to ask, why not just stay where
you are right now? These questions are designed to wrap emotion into the
conversation. Logic alone is not enough to get someone to make a decision. We need
logic and we also need emotion. We need feelings to wrap in and help create this
neural pathway in the prospect's brain. "Okay, is not having this affecting any other
areas of your life?" Here, this question, the prospect might say, "Yes, it's affecting my
personal life. I'm stressed. I'm worried all the time. I'm not having as much fun." Or,
"I'm not looking after myself. I'm not going to the gym. I'm not eating well." They'll start
asking things like that. "Okay, when are you wanting to fix this?" We ask them a timing
question. We're looking for someone to say the answer, "Now. I want to fix this now."
It's important that we understand the prospect's current situation, their desired
situation. It's important that they admit to us that they can't do it on their own. It's also
important that we understand that they want to do it now. We're really listening to
make sure they give us a question that's about now. If they don't, if they give us a
question which is like later in the year or in a month or whatever, just end the call. Just
say, "Okay, you know what? It doesn't really sound like this is a good fit." They'll be
like, "What? Why isn't it a good fit?" "You said this isn't something you want to do right
now. I recommend that you just reach back out to me in a month's time or six months'
time." There's no point in us giving them the option to buy if they're not going to buy.
We're listening to the answer to this question so that we can determine whether we
advance the call further and give them the option or whether we just end the call here
and keep the option. Then we ask the question, "Okay, I know that you're wanting to
fix this now, but how committed are you to making this happen?" The response to this
question always brings in the emotional drivers. Responses like being a single mother,
or having just gone through a divorce, et cetera. There is always a powerful underlying
reason why somebody wants to make more money in their business and you need to
uncover that here. You really need to understand that. We're looking for someone to
say, "This is affecting other areas of my life. I want to fix this now and I'm extremely
committed." We're looking for those sorts of responses here. Then part nine,
acknowledge the gap and get permission to share. Here we go, "Okay, John. I can
definitely help you with that. I think you're a good fit for what I do. Would you like me to
tell you about that?" Then we just be quiet. We wait for the prospect to say yes. We're
saying here, "I can definitely help you with that. I think you're a good fit." Then we're
getting permission to share. We don't just want to start talking about ourself. We want
to ask them and they want to say, "Yes, I do want to hear about that." Then we're like,
"Okay." Then we tell them in this next section. Part 10, state what you are an expert at.
Here we say, very simply, "Well, my area of expertise is helping blank to blank by
blank." We completed this in week one where we created your marketing message.
You could say, "My area of expertise is helping accountants to get more customers
through Facebook advertising." Or, "My area of expertise is helping single men who
are struggling to find dates to get back into dating and find a girlfriend through going
out and learning all of these different dating tips." "Typically, I work with accountants
who are struggling to get clients and I help them to get a lot of clients. We do this
through Facebook ads." Here, we say our blank to blank by blank statement, and then
we say, "Typically, we work with these people and we help them to achieve this."
What's important here is you want to say, "Typically, I work with," and describe the
prospect's business here. "I help them to," and state the desire that they have there.
Here, when we're stating what we're an expert at, we're saying, "I help the prospect to
achieve the result which they want to achieve through what we do." It's perfect. It's like,
"Whoa, this person does exactly what I'm looking for. This is my guy or this is my girl,"
because we've carefully engineered it that way. What you want to do is script out how
you present yourself and practice it until you can deliver it clearly and in a powerful
way. You want your prospect to think, "That's me. That's my situation right now. I
definitely want to achieve that result." Therefore, you must be the expert to help them
here. You want your statement here to sound perfect to the prospects, where they're
like, "This is it. This is exactly what I'm looking for." When you say your statement, you
want to state it powerfully and with conviction, and then just shut up. You want to
practice saying this sentence in front of the mirror, practice with other people, get it
really rolling off your tongue smoothly, and say it powerfully, and with conviction. Now,
something quite strange happens. The tempo changes from this point forward. The
dynamics of the conversation kind of shift. Up until this point, you have asked
questions, and they have responded, and you've said, "Okay," and then just asked the
next question. Now things change. You state what you're an expert at and then shut
up and wait for them to start pulling more from you. At this point, you have led them
into a mental state that they have never been in before. They know they have a
problem. You've explored the depths of their problem and you've dredged up the pain
and the emotions that come with that problem. They know what they want and you've
explored the vision of what they want. You've explored that desired future. You've also
put a data point there. They know that they can't get there on their own. They've
admitted to you that they can't achieve this desired situation which they want and that
they need help. Then they know that you are the expert to help them get there.
They've just heard you say your "I help blank to blank by blank" statement and it was
perfect for them. They're like, "Well, this is my person," but you are no longer leading
the conversation forward. They have to pull it all from you, which again, builds their
neediness while strengthening your power. You imagine a conversation that goes like
this. We're leading the conversation and we're getting the prospect to be open with us.
We're thoroughly diagnosing their current situation and their pain. Then we start
exploring their desired situation and how awesome life could be. Then the prospect is
telling us that they can't achieve that on their own. Then we say we're the perfect guy
for it and everything is just looking amazing. Then, we don't say anything. It's kind of
like we're just quiet. It's kind of weird. It's like the prospect now has to come to us.
They start fishing for all of the information. Before, we had to fish for the information
because we needed to bring this current state of consciousness to them. Now that
they're here, they're hungry for what we have and we need to flip that power and flip
that dynamic. Now, they start pulling from us and it just makes the situation all that
more powerful for you. Part 11, stating your offer and how it works. The next step,
when you do this correctly, is that your prospect will ask you how they can work with
you or what you have to offer. When they ask, you need to present what you have in a
clear way that does not solve their issues or their problems. Here you state what you
do and how it works. You must talk about it at a high level and keep it vague, but not
too vague to the point where they don't understand. You want to be very careful that
you talk about it at a high level view, so you don't trigger the feature brain, but you also
don't want to make it just sound like you don't know what you're talking about. You
want to keep it high level. You don't talk about the processes or the features or
anything like that, because you will trigger the wrong feature brain in your prospect and
you want to keep their brain fixated on the outcome. If my prospect knows that he
wants to make $10,000 a month, but I start talking about Facebook ads and funnels
and all of this, then he's probably going to think, "Oh, Facebook ads. I've heard about
that before." Or, "That doesn't work. I've tried that." Or, "That doesn't work." We're
triggering all of these different things in their brain, which is not what we want to do.
We want to avoid that stuff, because all the prospect should be thinking about is the
outcome. That's all that he or she really cares about. Your description of how your
thing works should be no more than two minutes and it should be delivered clearly and
with confidence. You want to write out how you're going to describe what you do and
you want to practice saying it again and again and again, so that you can roll it off your
tongue smoothly. It shouldn't be clumsy and it shouldn't be more than one to two
minutes. It should be nice and high level. Then, when you finish saying that, just shut
up. These conversation dynamics are quite different now. Before, we would ask a
question and then be quiet. Then the prospect would respond. However, now, we state
what we do and then we be quiet. There's not a question at the end. It kind of messes
with the prospect a little bit, because he or she is like, "What? There wasn't a question
on the end of there." Now, they have to come to us and ask the next question before
we give them the next piece of information. Now, your prospect will start asking you
questions about how it works. They will keep asking questions until they have a clear
understanding of how it works and, more importantly, how it will work for them. When
you present your offer in vague detail but still enough detail to be of interest, the
prospect then asks you for all the pieces they need to understand. They keep asking
until they have the full picture that they need. As you answer the questions, be careful
not to divert the conversation. Just answer the specific question that they asked you
and then shut up. Eventually, when your prospect has asked all of the questions they
have regarding the offer, they will ask you the price question. This is a magical part of
the script, because there is a lot of detail and information about what we offer. We
could talk for probably a day about all the different things that we have in our offer. We
could say, "Oh, well, with Facebook ads, I do this and I do that. I use this software and
I do that." We could talk for hours, but the prospect isn't interested in that. I see this all
the time. I see sales people who give presentations and they just tell the prospect
everything about their product. They're like, "Oh, well, it does this. It does that. It does
this." They say all of this stuff, but the prospect doesn't care about any of that stuff.
What we do, this is a masterful thing which I created, is we state what we do at a
vague high level and then we let the prospect ask questions about the offer. When the
prospect starts asking questions about the offer, they're pulling from us the pieces that
they need to understand it. Now, this works so well, because the prospect is only
asking the questions which they're interested in and they're getting the answers which
they're interested in. To them, our offer looks like their perfect offer. However, if we just
start talking about our offer and all of the stuff which is involved, they might start
thinking, "Oh, well, I don't need that. I don't need that. I don't need that. Whoa, I don't
need a lot of stuff in this offer." If we state it vaguely and then they ask us, then we tell
them, by the time they've stopped asking their questions, they're like, "Whoa, this is
exactly what I need. This is all of it." We got them to design the offer themself through
their questioning. Through their questioning, they were able to pull only the information
they wanted to know and leave all the other information out. Of course, in our offer,
there is a ton of other stuff, which they will be getting, but there's no point in us
explaining all of that stuff to them when they're not interested in it. It's just a bunch of
words which are useless. There's no point in using them. This is a profound shift in
sales methodology, which no one is using. It is so powerful. You make sure that you
don't ever talk about the price until the prospect is done with all of their questions.
You'll be surprised at how many questions the prospect has when they're trying to
understand your offer. I see sales people blow this all the time. They start explaining
what their offer is, and then once they're finished explaining, they say, "Oh yeah, and
it's $5,000," or, "It's $2,000 a month," or whatever. The prospect wasn't ready to hear
the price. They hadn't got their head around what it was first. If they didn't know what it
was that you were selling, and now they know it's $2,000, now they're like, "Whoa,
$2,000. That's expensive. I don't want that." They're going to be like, "Oh, no. Actually,
you know, I don't need this. I'll see you later," because you gave them the price at the
wrong point. If someone doesn't understand something, any price is expensive for that.
When someone thoroughly understands something and now they ask for the price,
$2,000 could be a steal for it. This is another profound shift in sales methodology. We
don't say the price. They have to get it from us after they are finished asking us the
questions to form a full picture of our offer, perfected for them and their situation. Part
12, stating your price with incentive based pricing. This part comes only when your
prospect asks for it. They'll be like, "Okay, how much are we talking here? How much
does this cost?" Then, if you're selling a one-off service or a one-off coaching program,
you could say this first one here. "Well, the everyday price for this is $9,800. I have
found that those who make decisions quickly always turn out to be the best clients and
we do amazing work together. For that reason, I have something called incentive
based pricing, where if you make a decision on the call with me today, I'll knock $4,000
off the investment and it's just $5,800." Then we shut up, into silence. Then, if we were
selling a monthly recurring service like a monthly retainer service, we could say this.
"Well, my fee for managing this for you is $2,000 per month and there is a setup fee of
$2,000. I've found that those who make decisions quickly always turn out to be the
best clients and we do amazing work together. For that reason, I have something
called incentive based pricing where, if you make a decision on the call with me today,
I'll waive $2,000 off the setup fee and it's just $2,000 a month." Then shut up. This
silence is the most crucial part of your entire call. You must not cave in. You must
remain silent until the prospect speaks. Sometimes this silence is longer than one or
two minutes, and I'm not joking. I've had silences that are like longer than two minutes.
I've had to mute the phone because I can hardly keep myself from just making a noise
because the silence is so intense. You just have to be quiet. Once you state the price,
zip it. Whatever you do, don't add anything in over the top. Let them squirm under the
pressure. This is it. If you get the sales call up until this point and you've done it
correctly, this moment here is crucial. At this point, your prospect knows they have a
problem. They know what they want and they have admitted that they can't get there
on their own. They see you as the leader and the expert with the solution to get them
where they want to go. You covered your offer and let them extract every detail they
needed to know about it. Now, they have asked you about the investment. Then
you've stated the price and then shut up. Now their brain is in serious overdrive, just
running mental movies of what might happen if they buy, and what might happen if
they don't buy, and it's thinking about their bills, like what bills are coming up, what
payroll is coming up. It's thinking about everything. It's thinking about their cash flows,
how much money they've got in this account, that account, how much they could pull
from this credit card or PayPal. Their brain is just going 1,000 miles an hour. It's just
like ... They're doing a lot of thinking right here. They're basically thinking whether they
can pull the trigger on the investment. You must let them sit in the pressure of silence
to process this. If you come in and you start saying anything, you'll blow it. You have to
let them sit with the pressure. If they say, "Okay," or, "Okay, well," or anything like that,
just remain silent. You'll hear this quite often. You'll hear the prospect say, "Okay.
Yeah, okay." They'll just keep saying things like that. You just don't say anything. Be
dead silent because okay isn't an answer. They're trying to get off the hook. By saying
okay, they're hoping that you're going to come in and be like, "Oh, yeah. Have you
heard about this?" Or whatever. They're getting out of that tough spot, but you can't
say anything. You've just got to be quiet. It can be hard, so you've got to use that mute
button on your phone. When you mute it, you can be like ... Or you can say something
and it kind of lets go of the pressure of that moment. Otherwise, it's quite, for people
who are brand new, the silence can be quite a lot of pressure for them. If they ask if
you are still there, say, "Yes, I am." Then just shut up again. Don't let them get off the
hook. If they say, "Are you there?" Be like, "Yeah, I'm still here." That's it. They've still
got to answer the question about whether they're going to sign up to this program or
not, but we're not going to say anything. This is so powerful. I can't explain how
powerful this is. When you can do this, you will feel like Superman on these calls,
because it's so powerful. This is how you close. You've got to lead the call the right
way. You bring it right to this moment. Get them to ask you about the price. You state
the price and then you've just got to be quiet. Then you can't say anything. Here's what
we're aiming for. Any words that mean, "Let's move forward with this," and they could
be anything, like, "Okay, what's the next step?" "Okay, what's next?" Or, "Okay, how
do we get started?" Or, "Okay, let's do it." Anything like this. When they want to move
forward, you could say, "Awesome. We can get you started right now if you want," and
be quiet. Then the prospect will be like, "Okay, how do we do that?" "Okay, how do we
do the payment?" Or words to this effect. Then you say, "We can do credit card over
the phone if you want," and be quiet. Then they'll be like, "Okay, cool," or, "Okay, let's
do it," or any words to this effect. Then you say, "So, is that Visa or MasterCard?"
That's it. Then they'll think about it. They'll be like, "Okay, Visa," or MasterCard and
they'll get it out. You'll be like, "Okay, what are the first four digits, and they'll start
reading it out to you. You write them down. Later on in this training program, I'm going
to show you a credit card processing service which you can use so that you can
process credit cards yourself. You can process it online, or over the phone, or
whatever, and you can collect the money via credit card. I strongly recommend using
credit card because it allows you to instantaneously get the transaction done over the
phone. Here's what we will not accept. Any words that do not mean yes or no. This
decision must be binary and not a gray area. Here's what we won't accept, "Okay, well,
can you send me something via email?" Or, "Okay, how do I get back in touch with you
if I decide to move forward?" "Okay, I'm going to need to think about this." Or, "Okay,
I'm going to have to ask my business partner," wife, et cetera. This is what we won't
accept. This decision must be binary and not a gray area. The absence of a yes is a
no. A no is fine, but a maybe is not. The absence of a yes is a no. If somebody says
that this is too expensive, or they can't do this, that's fine. That's absolutely fine. We
like nos. At least a no is a no, and we can forget about it and move on. We also like
yeses because we can sign them up and we're good. What we don't like is maybes,
things that get stuck in that limbo zone. Ask them why they can't and then see if you
can handle the objection. Nos are fine. It's the maybes that we don't want and will not
accept. Looking back over my data, anything that wasn't a yes on the call really turned
into a yes later. Even if it did, the if it's needed to convert it was more than what was
needed to convert a new prospect. You must create a reason for people to buy now on
the call and never let a single call linger in a maybe zone. Nobody in their right mind
will turn down a $2,000 discount just so that they can think about it. If somebody says
they want to think about it, make sure that they understand that, after the call, the
$2,000 discount goes away. If somebody still doesn't mind about the $2,000 discount,
they were never going to buy anyway, so forget about them. Now let's talk about why
people don't buy, because some people don't buy. Most people don't buy. They have a
problem and life would be better if they were making more money, but life has been
tolerable up until now and they will still be just fine tolerating where they are right now.
People don't buy because they retreat to fine. This is what I call the retreat to fine. On
the sales call, we've talked about their current situation and how it's bad. Then we've
talked about their future desired situation and how that's awesome and that's where
they want to be. However, someone won't buy because they will just retreat back to
their current situation and be like, "I can live here. It wasn't that bad. I can still stay
here." That's what we call the retreat to fine. You must not let people retreat to fine.
When people retreat to fine, you have to show them the seriousness of their situation.
You have to tell them how things just can't stay there because they just told you about
how things really need to change. That's what you have to do. We're going to cover
how to handle the objections in just a moment. They must make a decision. People will
do everything they can to get the option to do something in their own time and at a
later date. The option is what the prospect wants. The prospect just wants to get that
option and take it home, but don't give it to them. Don't give them the option. Don't give
people the option. Make them understand that a decision needs to be made to either
move forward or put this matter to bed. Fence-sitting is in nobody's best interest. If
somebody can't made a decision and insists that they need to think about it, say,
"That's okay," but the absence of a yes to you is a no, and thank them for taking the
time to do the call, but this is not a maybe. There is no option to think about it. You're
going to mark them as a no and they can reach out at a later day down the line at the
every day price. You have to let them know that, once they get off the call, that option
is gone. You can't just go and think about it. Now I want to show you the alchemic
conversion script. We've gone through all of the 12 stages of the alchemic conversion
script, but now I'm going to show you the full word-by-word sales script. At the end of
this alchemic conversion script, I'm going to show you the objection handling section,
which shows you everything you need to know about handling those objections. What
I'm going to do right now is just pull this up. This is available for download below this
video in the resources section, and also, we're going to be shipping a physical copy of
this out to you. Here it is. Inside, there's the title page, then there's the inside page,
and then there's the pre-call preparation. Part one, the small chat, part two, state
agenda and take lead. Now, I'm just going to kind of walk through these quickly
because I just walked you through all of these 12 parts on this training video. Then
there's part there, figure out why they're here. Part four, understand the current
situation. There's part five, gather data and cause pain. Then there's part six, figure out
what they want. Part seven, releasing control and self admission. Part eight, gaining
commitment and wrapping in emotion. Part nine, acknowledging the gap and
permission to share. Part 10, state what you are an expert at. Part 11, state your offer
and how it works. Part 12, state your offer with incentive based pricing. That is the
entire alchemic conversion script, from part one all the way through to part 12, word for
word, in detail, so that you can use this on your own. You can print this out, and have it
next to you, and use it when you're going through these sales calls, which is really
going to help you in a massive way. Then what we've got at the end is a special
section on handling objections. Objections are things which the prospect says when
they don't buy. They don't give us a yes. They don't give us a no. They're kind of like
somewhere in between. It's either a question where they're fighting back or they're
saying no and we're trying to convert them into a yes. Here are some of the most
common ones. "How much time do I have to decide?" Then we say, "Well, how much
time do you need to decide?" And, "Is there something in particular you need to think
about that we can discuss right now?" You want to flesh that out and talk about it.
Then when you do that, it will likely lead to this. "Well, I need time to find the money
and look over my finances. I just don't make decisions on the spot. I need to check
with my partner or my spouse." Then we can say, "Okay, great. When specifically will
you be talking with your partner or spouse?" Or, "When will you be looking over your
finances?" Or, "When will you be sitting down to think about it?" Then we can say,
"Perfect. You will have spoken with your spouse or partner or looked over your
finances by noon Eastern tomorrow." Then you could say, "Awesome. I've just added
you as a friend on Facebook. Just reach out to me there and get enrolled by noon
tomorrow, and I will hold these savings for you until then." If they can decide in 24
hours or the next day, we just set a specific time and day they need to enroll by and
get the incentive price. We will still give them the incentive price if they enroll within 24
hours. Then the next objection, "I have no money." "Okay, we understand that finances
can be a challenge and we always do our best work to work with people in this
scenario. Let me ask you this, is this something you really want to do? Because if it's
not a good fit, that is okay too." Then they might say, "No, I do want to do it." Then we
can say, "Okay, how can we make this happen for you?" Then there's the next
objection, "I can't afford it." "Tell me more about that," and then let them tell you. Really
flesh out this answer. Then you could say, "Okay, so you've shared with me
throughout the call that this is exactly what you need to do to move forward. Tell me,
how is it that you are going to afford to continue without it?" Then they're going to say,
"Well, I can't." "So, how can we make this a reality for you?" The next objection, "I
don't have the money." "Isn't that why you came on the call to begin with?" A lot of
these training programs or coaching services or consulting services are how a person
can make more money in their business. If someone's got an objection that they don't
have any money or they can't afford a way to make more money, there's madness.
How can someone not afford to make more money? It doesn't make sense. We say,
"Isn't that why you came on the call to begin with?" Then there's another objection,
"Once I make some money, then I want to work with you." Then we go, "Tell me how
that would work," and let them tell you whatever they have to say. Then you could say,
"Okay, so let me see if I've got this right. What you are saying is that you are going to
continue to do what you have told me is building your business slowly, and isn't even
paying your bills, and you're going to continue to do what's not working long enough to
someday build up a surplus of cash to invest in what will work. Is that an accurate
statement?" Then they'll be like, "Well, that sounds sill. I know." Then we'll be like, "So,
how can we make this work for you?" The next objection, "I need some time to think
this over." We say, "I get that and I encourage that. We want this to be a great fit for
everyone. Can I ask you this? What haven't we discussed that you still need to think
about? That's why I take the time on these calls. I'm here right now to help you make
an empowered decision. While you still have me on the phone here, what questions or
concerns do you still have that are unanswered?" You can discuss those. If they can
decide in a 24-hour timeframe or the next day, we just set a specific time and day they
need to enroll by, and we can still give them the incentive based price. The next
objection, "It's not a good time." "Do you mind if I ask you a question about that? When
will it be a good time for you to start putting the things you said are most important to
you into your life?" Or, "How will you know when it's time to start doing and having the
things in your life that you just told me were so important?" Next objection, "I need to
check with my partner or my spouse." We say, "Yes, I totally understand. That is very
important. Let me clarify here. Are you saying that you are in and you just need to get
a sign-off from your spouse or partner and then we are moving forward, or is this
something else?" If yes, say, "Okay, great. When specifically will you guys be able to
talk?" They they'll tell you. Then be like, "Perfect. So, you will have spoken with your
spouse by noon Eastern tomorrow, or by 11:00 AM Pacific tomorrow?" Whatever they
tell you. We just need to get an accurate data point. "Okay, you're going to talk to your
spouse when? Okay, what time, what day? When will you have a decision by?" Then
we could say, "Awesome. I just friended you on Facebook. Just reach out to me there
and I'll get you enrolled by noon tomorrow. I will hold those savings for you until then."
We'll let them hold the incentive based pricing if it's within 24 hours. If they can decide
in 24 hours or the next day, that's fine. We still give it to them. Note, offer to get on the
phone with the spouse and discuss it too. It works really when you do, just be sure
when, if, they do come on the phone, that you don't start babbling about you. When
they got on the phone, just be like, "Okay, John's told me that he's really interested
and that you're having some concerns about signing up. I totally understand that. I
respect that. Why don't you tell me what your concerns are and I'll see if I can help you
understand or address anything." You can help answer the questions that the spouse
or the partner has. You can start the conversation by asking, "Great. What questions
do you have about us helping your husband?" Or wife, et cetera. You get the point.
You don't have to do a whole new strategy session all over again. You just want to get
straight to the objections. The husband or the wife will have explained it to the partner.
The partner will be on the fence with a couple of things. You just want to cut straight to
those objections and handle them, so you can get this deal over the line. Now, here's
another objection. "I've been in other programs like this and I still haven't gotten the
results I wanted." "Well, there's somebody you don't trust, and it's either me or you.
Which do you think it is? Let's discuss that. What specific outcomes would you need to
see to make this totally worth the investment of time and resources? What would make
this a complete no-brainer for you? That's exactly what we will be addressing." The
next objection, "Do you have a guarantee?" "Absolutely. We guarantee that if you keep
doing what you're doing, you'll get the same results. That's our guarantee. Now, with
that said, we also guarantee that our system works. If you're looking for an out before
you begin, then we're probably not a good fit for you, because that's really not the
energy that will serve you or us. It's all good either way. Let's just be clear that you
should either commit to this, with the attitude that it's going to work for you fully and
completely, or you decide that it's not right for you at this time. If it's not a good fit,
that's totally okay. But I can assure you this, people who are looking for a reason for
something not to work usually find it." This is very true. If someone's really looking at
reasons why this isn't going to work, they're going to find it anyway. It's best just not to
deal with those customers at all. Here's the magic question which we can use if our
prospect's still on the fence and we really need to push them off the fence. We can say
this. "Look, the real decision that you are making isn't whether or not to coach with me
or anyone else out there. That's really irrelevant. The real question and the real
decision you have to make is whether or not you're ready to commit to having all of the
things that they said that they wanted," which you put in here, "or whether or not you
want to continue having all of the problems and challenges," which they told you about
here. "That's the real decision that you are going to be faced with until you are ready to
change." This is a magical question. It makes the decision about gaining what they
want in life, not about coaching with you. Like I said, people don't buy your services.
People don't buy you. People don't buy your products. People are buying a future.
People are buying out of the current situation and the pain which they're in right now,
and they're buying into their desired future and the state which they want to be at. "The
real question is, do you want to stay with all the pain and all the problems or do you
want to make a decision to fix this and to grow into what you've always wanted to be?"
That's a powerful question we can use at the end if we need to get our prospect over
the line. I just walked you through a bunch of objections and scripted rebuttals, which I
have put together so that you can handle them. Now, if you come up against other
objections, then you should start writing them down and add them into your script.
Now, I've done my best to really put in a lot of objections here and show you how to
handle them, but you will probably come up with some which I haven't got in this sheet
here. That's totally fine. You can add them in and you can figure out the best way to
respond to them. If you get some objections and you don't know how to respond to
them, you can ask in the Facebook group or you can ask on one of our weekly Q and
A calls which happen twice every single week. Someone will be able to help you there.
Over time, we're going to be able to really build on this document and build more and
more rebuttals to different objections, so that everyone in this program is armed with
an extremely powerful sales script, which has a ton of objections and ways to handle
those objections. Right now, as it stands, this script covers a lot. It covers pretty much
everything. We've got all their different objections and then we've got the 12 parts of
the alchemic conversion script all here in this. What you can do is you can download
this and you can print it off right now. It's available in the resources section. We're also
going to ship out a physical copy to your address. What we're going to do now is we're
going to start editing this script so that it really matches you. What I've given you is my
script and what I use, but you might be in a different niche. You might not be selling
business growth consulting. You might be selling health and fitness, or yoga, or
meditation, or dating advice, or relationship advice, or any of these different things.
That's totally fine. The script still works for you. It's still exactly the same. All you need
to do is change around some of the words and some of the data points so that it
matches exactly what you're selling. Also, there might be some sentences in there
which sound a bit funny when you say them. You might be in a different country where
the culture is a little bit different or anything like that. That's totally fine. You can adjust
the script so that it really fits for you, your niche, and your offer. That's what we're
going to be doing in this next training module right now, which is called Editing Your
Script. In this training video here, I've walked you through the alchemic conversion
script. I've shown you everything that's involved in here. I've stepped you through all of
the different stages of the sales call and explained exactly how they work and the
psychology at each point. I've also explained the science and the psychology behind
this conversion script. This thing is profoundly powerful. It is going to be a secret
weapon for you once you start using this thing. Like I said, I've helped people go from
total sales novices, who have never sold anything before in their entire life, and I've
helped people with stutters, people who are shy, people where English is their second
language. You name it, I've seen it. I've helped those people go through this training,
master this script, and they've been able to go out there and start converting total
strangers into paying clients on the very first phone call, which is something which is
quite a massive transformation for someone to go through. That's how powerful this
thing is. Armed with this script, you are going to be dangerous on the phone. Like I
said earlier, it takes some practice. What I want you to do now is print off that script
and practice reading it out loud. Then practice saying the different sentences in front of
the mirror. Look at yourself in the mirror and practice reading it. Get the sentences to
roll smoothly off your tongue. Get your tonality right. Get the delivery strong and
confident. Get the pauses right. Just start making it fluent. Practice it like it's kind of
like a movie script which actors have to learn so that they can do their scenes in
different movies. You really want to take my script and make it a part of you, and make
it a part of your business, so that you can use it fluently and with confidence when you
are doing these sales calls. That is extremely important. Now, throughout the rest of
the modules in week three, I'm going to show you how to edit your script, really how to
make it your own, and also how to team up with other people in this training program
so that you can practice with them and do role playing. We're really going to turn you
into a sales master in week three. That's pretty much the end of this video here where
I walked you through the science and the art of converting someone from a total
stranger into a paying customer. I also walked you through the alchemic conversion
script. That really is the entire process there. I just want to reiterate this one point
again. It says here, "The art of sales is to create separation." It says, "Truly masterful
salesmen create separation from an agitated situation to a clearly defined current
situation and a clearly defined desired situation. They then position themselves and
their offer as the key to that desired situation. Truly masterful salesmen don't sell
things. They sell futures." Just remember that you're not really selling you and your
product. You're really selling someone a desired situation and a future. This script is
engineered to really take someone from a situation like this, where they are agitated
and they kind of want something but they don't really know what it is, they're kind of
bouncing back and forward between these two things. It shows you how to take
someone from this state, and how to get on a call with them, and how to really
separate these two states, their current state and their desired state. Then it shows
you how to position you and your offer as the vehicle to help the prospect bridge this
gap. It is profoundly powerful. Make sure that you come back to this video multiple
times. Like I said, you're probably going to watch it just four times this week. Then
every week for the rest of this year, you're probably going to come back and watch it
every single week. The people that do the best in this training program, the people that
make six figures, seven figures, and multiple seven figures, those people really come
back to this script and this training video, and they watch it again, and again, and
again. They really master the art of sales, to the point where they just build it into them
and make it part of their natural state. Make sure you do that. Make sure you really
submerge yourself in this and become a sales master. I can assure you, when you
become a sales master, you will never worry about money for the rest of your life. You
will never go hungry ever again. Once you can sell, you can pretty much make money
at will, any time, anywhere. It is an amazing skill to have. Thank you for watching this
training video. Make sure you print out that script. Make sure you practice it. I'll see
you in the next module right now where we're going to edit your script and make it your
own. Thanks for watching.

Crafting your script

Hey everyone, Sam Ovens here and welcome to this video in the Consulting
Accelerator program called Crafting Your Script. In this training video today, I'm going
to show you how to take the alchemic conversion script, the script which we've
provided to you in this training program and assure you how to take that and how to
really turn it into your own by how to adjust it and how to iterate on it and improve on it
so that you can really make it your own and make it a part of you so that you're really
confident using it in your business and using it when you're talking to your prospects
and bringing them on board into your services and then to your training programs.
Let's get right to it. Here's what we're going to cover today. First of all, why crafting
your script and making it your own is extremely important. I'm going to explain why you
can't really just take mine word for word and then use it. I mean you can, there's
nothing stopping you but, there are some small adjustments which you're definitely
going to want to make so that you can really improve on it and make yourself a lot
more comfortable using it. Then I'm going to show you our scientific method for
iterating, improving and adjusting our sales scripts and we use this hypothesis action
results feedback loop and iterative process and I'm going to cover that. I'm going to
show you exactly how we use that scientific method for improving our sales script.
Then I'm going to show you the step-by-step process for adjusting the script. I'm going
to show you exactly how to make the changes. Where to make the changes and what
those look like and everything for different sorts of niches, different sorts of offers.
Then I'm going to show you why you should record all of your sales calls. Recording
your sales calls is extremely important. I mean, you want to refer back to them all the
time so that you can see we went well and we, you didn't go so well and you can make
improvements and catch yourself making mistakes so that you don't make them again.
I'm also going to show you exactly how to go about recording them and how to go
about saving them to your computer and filing them away so that you can refer back to
them at later dates. Then I'm going to discuss some action items. We're going to
discuss the iterative process used to evolve your perfect script. You're going to take
the script which we've provided to you in week three of this program and then you're
going to use this iterative process to really make it your own and evolve it into what I
call the perfect script. The perfect script is when you're 100% comfortable using it and
it just flows and it's natural and it's like it's a part of you. That's what we're going to be
covering in this training video. Why craft the script and make it your own? Why not just
use the one which I've provided to you in this training? Well, sales using a script is
similar to riding a bike and when you first start riding a bike, it feels foreign and you're
shaky but once you get used to it and make some adjustments to things, it starts
feeling more natural and then with enough practice and adjustment, the bike becomes
a part of you and you don't even think about it. I'm sure you've experienced this. When
you were learning to ride a bike, I mean when you first got on, it feels totally wrong. It
feels all totally uncomfortable, it feels foreign and you're shaking all over the place but
with some practice, then you might move the seat up a bit or the seat down a bit. You
might adjust the handle bars or whatever. With some adjustments and some practice
and some time, the bike really starts to become a lot more comfortable. Eventually, if
you ride it enough, it really just becomes a part of you and you'll notice that when
you're riding a bike, if you ride a bike a lot that you're not thinking about it anymore.
You're not actively thinking, "Okay, I'm going to pull on the break here or I'm going to
push my left hand here and turn around this corner." You don't think like that. When
you really practice enough, the bike really becomes a part of you. It's like an extension
of your body and you don't even really have to think. Everything is just natural and
instinctive. Sales with a script is similar to riding a bike. When you first try it out, it feels
foreign and you're a bit shaky but once you get used to it and make some adjustments
to things, it starts feeling more natural and then with enough practice and adjustment,
the script becomes a part of you that you can use naturally without even really thinking
about it. At the beginning when you start using your script, don't worry if you slip up a
little bit or you feel overthinking or anything like that, it's totally normal but, I'm telling
you, when you adjust your script and you have some practice doing it, eventually it'll
just be like riding a bike and it will become a part of you. The first few sales calls you
do will feel a bit strange but, they feel that way for everyone. Like I said a lot of people,
I think a lot of people believe that salesmen are born, not made and that people who
are amazing at sales, they're just naturally gifted. We'll, that's not true at all. I was
horrible at sales when I got started and then I had to learn, I had to train myself and
everyone else I know who's being through my training programs, none of them were
awesome salesman when they came in. They become awesome salespeople. If you
do your first few calls and if you're using the script and it doesn't feel totally
comfortable for you, don't worry about it. It's like that for everyone. You need to adjust
the script. Make it your own and practice using it again and again to truly master it and
truly make it a part of you. Now, let's talk about how to do that. The scientific method
for crafting your script. Do you remember our scientific method for everything
throughout this program? This is a running theme throughout all of this consulting
accelerator training program. We've covered it with everything and it's how we iterate
and improve our niche, our offer, our message and our mindset. It's also how we
iterate and improve the sales script too. It's what I refer to as the Master Algorithm
which we've covered multiple times already and it looks like this. At the start, you've
got the thesis then in the middle the antithesis and then synthesis at the end. Then
you've got feedback where the synthesis curves for background and feeds back into
the thesis. That is the Master Algorithm. It could look like what's the most basic version
of it. The thesis could be my current situation right now and I've got pale skin because
I've been inside for too long. The antithesis could be that I go outside into the sun and I
lie in the sun for a few hours. The synthesis is when I get a tan and I ... That's because
my skin has come into contact with the sun and then now I've got a tan and that
becomes the new thesis which feeds back around. That's a very basic example. We've
used this multiple times to help improve our mindset, to help improve our niche and
our offer and our message and all of those different things. What we do is the thing
that makes humans unique is that we have the ability to form hypothesis. We can
hypothesize about the outcome. We can think about the outcome which we want to
achieve which is the green circle here and then we can hypothesize about what action
could make that outcome happen. Once we've set the hypothesis for outcome and
action, then we go and take actual action. Then we receive feedback and we see what
went right and what went wrong and then we improve and we iterate and we have a
new thesis. We go through this again and again and again. This is really the Master
Algorithm for all evolution, natural selection, everything like that. It's how we evolve our
offers, our message, our niche, also how we evolve our marketing message and our
sales script and it's also how we evolve ourselves and our mindset. It's a very, very
powerful tool. Here it is. I've adjusted this diagram specifically for improving and
iterating on the sales script. In the beginning right now, you have an unedited script.
That is the alchemic conversion script just as it comes to you in this training program.
You've got the unedited script that's your current situation. Then you've got your
actions which should be the sales calls, you're going to be doing real sales calls. Then
you've got the outcome of those calls, the sales call outcome. You can also
hypothesize about what the sales call outcome might be and you can also hypothesize
about what actions you're going to take which will be doing the sales call and how
you're going to do them. That is really the current situation right now. As you start to do
some real life sales calls using the script, you will collect feedback and see what works
for you and what doesn't work for you. You will then start to make iterations and
improvements to the sales script so that it suits you comfortably and becomes a
natural part of you. Once you do it the first time, then you're going to have a revised
sales script. Once you've collected some feedback, you're going to change it a bit,
you're going to revise it and then you're going to go out and do sales calls again.
You're going to have more sales call outcomes, then you're going to have feedback
again. You're going to keep revising it, keep testing it, keep collecting feedback and it's
an iterative process to really dial it in and get it honed and refined. I've got a note on
the screen here which says you will listen to feedback on the calls and then make
iterations and improvements to your script again and again. This is how we get it.
Awesome. If you've ever wondered how people just become master salesman and
how people make multiple seven figures, eight figures and more, it's just because they
really see it this optimization algorithm for themselves. They want a script and they
want a powerful sales conversation that's going to convert people into customers so
they set that algorithm and then they just go to work optimizing it and they keep
improving and improving and improving. It's amazing how quickly you can get really
good at sales. Don't freak out and think, "Oh, this looks like it's going to take forever."
I've seen people use this process within one week and become awesome at sales. It's
amazing how quick it happens if you put it to work and if you really start using it.
Truthfully, I've done 99% of the work for you and I'm not exaggerating at all when I say
that. Now, I've really made it as easy as it possibly could be for you. Have you ever
wondered how the sales script and sales training came to be? But how did it come to
be this way? And how did it become so good? Well, I did thousands of hours of
research, I read so many books, I did different training programs and I flew around the
world going to different seminars and things like that. I've read all the stuff I can really
find on sales and I've done thousands of hours of research. Then I created different
evolutions of sales scripts. If you saw my first sales script I ever used, you would laugh
that it would look nothing like the one that I've provided to you now and I've been
through dozens, probably hundreds of different evolutions of my sales scripts. Then
I've done over 1,600 real life sales calls. Now, I've got on the phone and spent like an
hour, 45 minutes to an hour with that many people. I've pitched that many people. I've
done five years of refinement and iterations to the sales methodology and the sales
script. You imagine if you set that Master Algorithm up and you feed it 1,600 calls and
then you gave it five years of time to iterate and improve. Well, that is what I did and
that's how I got the sales script to be this good and that's how I got the sales script to
the point of refinement where it is right now. I had to start with pretty much a blank
page and figure out what to say here, what to say here, what to say here, what to say
here. I had to key through so many different variations to really find one which really
stuck and one which really worked extremely well in the marketplace. That's the one
which I've just handed over to you in this training program. It took thousands of sales
calls, countless hours of research and five years of iterations and improvements to
optimize the script to the point where you have it right now. What I achieved after
1,600 plus calls, you begin with today. To get to the point which took me five years and
1,600 calls, you get to start very first call at that point today. Like I said, I've done most
of the work for you, 99% of the work, you just have to make some small iterations and
improvements and then just put it to work and practice. You're already ahead of 90%
of everybody else in the marketplace and all you need to do is adjust it and make it
your own. I think a lot of people there fear that all these other people in the market who
are going to be really good. Seriously, if you've never sold anything before in your life
and you just watched the sales training and you just take the sales script, you're
already going to be better than those people who think they're really good sales
people. I'm not joking at all. This thing is going to put you right ahead of the pack. It's
going to put you at the forefront of everything because it's an insanely powerful script.
Now, let's talk about the step-by-step process for integrating and improving your ... for
iterating, sorry, and improving your sales script. Here's our step-by-step process for
improving the script. Number one is to start with the script as it currently exists and is
provided to you in this training so you can go to week three video two which is the
Alchemy of Conversion. You can watch the training there and you can download the
script there and that's how it currently exists right now, and then you want to adjust the
questions for your particular niche and their problems and desires. What I'm going to
do right now is just pull up the script and show you the different places in the script
which you're going to want to make some iterations and some improvements on. The
pre-call preparation, it's pretty much going to be the same for every person in every
different niche. Part one pretty much unchanged. Part two, unchanged. These things
remain the same. Part three, "So John, tell me what motivated you to take the time out
of your day?" This is pretty much exactly the same. You're not really going to change
this. Part four, understand the current situation. Here you can see I'm asking questions
about what they're selling because me, in my niche, I'm helping business owners and
consultants and coaches get more clients and really grow their business. I'm helping
business people but there's a lot of people in this training who aren't selling to
business owners or business people. They're not in a niche where they're providing
anything to do with financial gains at all. It doesn't matter if you're selling yoga
coaching or wardrobe consulting or personal training consulting or relationship advise
or anything like that. The script will still work for you. You just have to make some
adjustments to it. Here is where you're going to start making the first adjustments.
Understanding the current situation. You want to change these questions around here
so that you're asking questions about their current situation and their niche. I'm asking,
"What are you currently selling? Who's your ideal customer?" All of these things, if
you're in the dating niche, you would say, "Okay, tell me how you're currently going
about getting dates and going out and meeting a woman." Or if I was in the health and
fitness niche it would be, I'd say, "Okay, tell me how you currently are exercising?" Or
"Are you not exercising at all? Just tell me what that looks like right now." Right? I'm
going to be asking a series of different questions to thoroughly understand the
person's current situation. What you want to do is you can download the script, you
can just edit it, you want to adjust these questions here in part four. Then part five,
gather data and cause pain. You want to adjust these questions here too. Here I say
how are you currently getting customers? Do you know much it's costing you to get a
new customer? Here you would ... If you were in the health and fitness niche you'd
say, "Okay, tell me how are you currently planning on losing weight?" or "How are you
currently planning on getting fit?" Or, "How are you currently planning on finding a
girlfriend or getting dates with woman?" You can adjust these questions. It's very
simple. It's very simple and straightforward. It doesn't have to be about money. I think
a lot of people believe that because my script is this way that theirs has to be that way
too and they can't sell things that aren't to do with financial reward, but that's not true
at all. The only reason my script is like this is because that's what I sell. I sell
information on how and advise on how to make more money. That's just my niche.
That's what I do. I'm giving you my niche as it exists for me, however, you're going to
want to make some changes and some iterations so that it fits for your niche and what
you're offering and selling. Part six, figure out what they want. Here I say, "Okay John,
where do you want to grow this business to in the next 12 months?" If you're in the
health and fitness niche and you're helping people lose weight, you could say
something like, "Okay John, tell me where do you want to get your health and fitness
to? Where do you want to get your body weight to in the next 12 months?" In looking
for an ideal situation and a desired situation or a desired outcome here, and it doesn't
have to be money. Again, it could be anything. That's what we want to do. We want to
adjust these questions. You could say, "Okay John, where do you want to get your
dating life and your personal relationships to in the next 12 months?" We just adjust it
here and then I say, "What's your motivation for getting to X?" These would still work.
Just because I've got dollars here doesn't mean that you can't change it. I could say,
"Okay John, what's your motivation for getting to 75kg? Which is a weight. What's your
motivation for getting to that? How would things be different for you if you got to
75kg?" You see, just because I've got dollars here and I'm talking about business stuff,
it doesn't mean that you can't change these things to work for you and your niche and
your offer even if its got nothing to do with making money. It still works. We want to
make some changes here. Releasing control and self admission. "Okay John, you're
currently making 10,000, you want to get to 50,000, tell me what's stopping you from
getting, from achieving that on your own?" I could say, "Okay John, you're currently at
100kgs and you want to get to 75kgs, tell me what's stopping you from achieving that
on your own?" "Okay John, you're currently, you've been on no dates in the past 12
months and you want to start meeting two different woman or going on two different
dates each month, tell me what's stopping you from achieving that on your own?" You
see. Very simple. I just change out the variables. The script works the same way.
We're just helping someone go from the current situation to their desired situation and
it just so happens that for me and what I sell and offer, that's to do with making money,
but with you and your business and your niche and offer, that might be different. Feel
free to change these things around. Part eight, gaining commitment and wrapping an
emotion. "Okay John, you're currently making 10,000 a month, why not just stay where
you are?" I could say, "Okay John, you're currently ... You've currently been on no
dates in the past 12 months, why not just stay where you are?" "Well, okay John,
you're currently 100kgs, why not just stay where you are?" It's not having this affecting
any other areas of your life. "Okay John, it's not being it a healthy body weight
affecting any other areas of your life." You get my point here. The script is it's really
awesome because you can fully change it around and adjust it to work for your niche
and your offer regardless what that is, even if it's got nothing to do with money at all.
It's very easy to adjust and change. Part nine is pretty much exactly the same. We
don't change that. Part ten, state what you are an expert at. Well, my area of expertise
is helping blank to blank by blank and I typically work with blank and help them to
blank. You're obviously going to want to change this all around and edit this so that it
has your perfect I help blank to blank by blank statement. You fully want to adjust this
so that it rolls off your tongue a perfectly and smoothly and powerfully and it fully
describes and explains what you do. This is differently a part you want to edit. In part
11, state your offer and how it works. Here, you want to adjust this so that it fits for you
and your offer and what you're doing, because I doubt that your offer and everything is
going to be exactly the same as mine so you're going to want to adjust to this and
change it around. Part 12, state your offer with incentive-based pricing. Here you edit
this to just state your offer and your price and everything. You edit it all around. That's
pretty much it. That is the entire sales script and how we edit it and adjust it for your
specific niche and your specific offer. It's pretty easy to do as you can see. You want to
adjust those questions for your particular niche and their problems and desires. I've
walked you through that and I've shown you the areas which you don't need to worry
about and the areas which you want to adjust and improve. You want to craft your I
help blank to blank by blank statement. We've already covered that and your offer
explanation and get it rolling smoothly off your tongue. We've already covered that.
Next step is to anticipate possible objections and come up with rebuttals. Here, in this
sales script towards the end, I've got handling objections and I've got a range of
different objections here and the rebuttals to them. For example, I have ... How much
time do I have to decide? And then I have said, "How much time do you need to
decide?" Right. I know all the common objections that my market has when they do a
sales call with me when they're put into a situation where they have to decide to make
an investment. I know what the objections are because I've done a lot of sales calls
and I've also got a lot of experience doing this, but what you want to do in the
beginning is just you want to think what possible objections could come up for me and
you don't need to think about it too much. You just want to come up with probably
three or four at max really five of the most obvious objections that you can think of,
things that your prospect is going to say and that you're going to need to have an
answer to. I'm sure everyone can do that and what you want to do is you want to edit
these pages here. You can keep my objection handlers if you think these are going to
serve you, but you can also add to these and edit these and make adjustments and
improvements and things like that. You definitely want to add in an extra three to five
objections and rebuttals which you believe you're going to face when you speak with
your market. That is our step-by-step process for improving the script. Here's the thing
that hardly anybody understands. It doesn't matter if you're selling business advice,
dating advice, diet advice, fitness advice or any other form of advice. Sales works the
same way every single time. Do you remember why people buy? We covered earlier in
this training, we discussed the psychology and everything around why people buy and
specifically why people buy consulting services. The reason why people buy is
because they've got their current situation which is where they are right now so that's
represented with this blue circle, a clearly defined current state, that's where someone
is now and they've got these problems and these issues and these things going on.
Then someone has their desired situation, a desired future situation and that's what's
represented with this red circle. Now, the gap is the distance between these two
things. The distance between where someone is right now and where someone wants
to be. That is the gap. The reason why people buy and the reason why people buy
consulting services is because of these three reasons. Number one is they have an
inability to get there on their own. They've tried to get there on their own and they've
failed or they've tripped up and it hasn't been successful. They've got an inability to get
there on their own and they need help. Number two is they want to get there faster.
They probably understand that they could do it themselves but it might take them quite
a long time. They just want to work with someone who can help fast track that
progress and help get them to that desired situation as quickly as possible. Number
three is they want to use a proven system and have guidance from somebody who has
actually done it. They might know how to do it or they might think that they can figure it
out but they just want to follow a system and a step-by-step process because they
know if they do it themselves, they're probably going to mess it up and they just want
to get there quickly and without much fuss. Those are the three reasons why people
buy consulting services to go from where they are right now to where they want to be.
Then what we're doing on the sales call is we're clearly defining someone's current
state and then we're clearly defining the desired state and then we're really stretching
the gap between these two things. We're carefully positioning ourselves and our offer
as the solution and the vehicle to take the prospect from where they are right now to
where they want to be. That's what's represented with this green square in the middle
here and it says here on the screen the science of client conversion is creating
separation from the agitated current state to two clearly defined and separated states.
Once you've created separation from the agitated state, you must position you and
your offer as the vehicle to bridge the gap between the two states. The gap between
where somebody is now and where they want and where they desire to be in the
future, it doesn't have to be financial like I see it and it can be with any area of both
their professional or their personal life. People pay big money in all areas provided
there is a problem that you are solving. It's just all you're doing with consulting and
coaching is helping someone go from their current situation to their desired situation.
You're helping someone bridge that gap and here's some examples which aren't
financial. I'm helping people get more clients and make more money. That's just what I
do because that's what I know how to do best and that's my niche and that's what I've
really spent a lot of time getting good at, but here's some different examples. You
could have someone who's currently single with no dates and who is a desire to be
dating woman. That is a gap and people are willing to pay money for that. You could
have someone who's currently overweight and unhealthy and they desire to be slim
and healthy and there's a gap. People pay a lot of money for this. You could have
someone who's currently anxious and stressed and who desires to be relaxed and
happy and there's a gap. A lot of people make a lot of money selling coaching and
consulting and advise to people in all of these different states and situations. Like I
said, it doesn't have to be financial. You'd be amazed that people are willing to pay just
as much if not more to solve personal problems than financial problems. A lot of the
time, if someone is risking, losing their marriage or they're having serious health issues
or if something's really plaguing their existence, then people are willing to pay any
amount of money to solve that. That's the real key is when you conduct to your market
research correctly and you choose a niche which has a painful problem what you're
solving. You really want to find a serious painful problem. You want to be solving a
really painful problem because people are willing to pay and do anything to get rid of
the massive problems in their life. Just because my script is provided in the financial
terms, don't think it can't be used to sell non-financial services because it absolutely
can. I know I might be sounding a little bit repetitive by now by saying it can be used to
sell non-financial stuff but, I've seen this come up before in the training. People are
like, "Oh the script is only for helping, is only for selling people stuff about how to make
more money or how to grow their business. I don't think this will work for me." That is
not true. You just have to adjust it and iterate it a little bit and it will work extremely well
for you. I have a ton of clients who are in all different niches and they've done that with
my script and they get amazing results. Like I said, I've got thousands of success
stories of people using the sales script in all areas of business and personal consulting
as well. It works exactly the same. It doesn't matter if it's financial or personal or
anything. If the problem exists and if there's a current situation and a desired situation
and a gap between the two that is causing pain, the script will work. Now, let's talk
about recording your sales calls and storing them for feedback. This is by far one of
the most valuable lessons in sales and you want to record all of your sales calls and
refer back to them afterwards to see what went well and what didn't go well so that you
can iterate and improve. Here's how we do that. Here's how we record and store your
sales calls. Now, first of all, we need some software to record the calls and there's two
options basically. Number one is you can use Skype call recorder and to download
that, you can go to consulting.com/skype-recorder and it is definitely worth the $20 or
whatever which it costs to get it. I think they also have a free trial but it is absolutely
worth the investment because you will use it, you're going to be using it a lot and
having sales call recordings is going to be the most valuable thing that you have in
terms of ability to improve your sales skills. Having good sales skills and improving
your sales skills means money and it means a whole lot more money than $20 for a
call recording software. It's a no brainer. You can go to that link on the screen to see
that software and download it. Now, if you don't want to use Skype on your computer,
then you can use an iPhone or an android and there's a call recording app that works
with both of those. To get that app, you can just go to consulting.com/mobile-recorder,
the link is on the screen. You've got these two options. It totally depends whether you
prefer to use your phone or use your computer and if you want my personal preference
and my personal recommendation, my recommendation is to use Skype on your
computer with something called a local number and if you Google Skype local number
you'll be able to get one of those few Skype account that cost $5 or something.
Basically, what that is is it will give you a local number for Skype so that when you call
people, it just shows your local number on their phone and they just think they're
getting a call from a real phone, not a Skype account, but if you call someone on
Skype without having a local number, it's just going to show all zeros or it's going to
show a weird number and people don't generally pick up calls like that. You want to
get a local number in your local city or state or town or whatever and then use Skype.
Skype is also extremely cheap to make calls. You can get a national, international
calling plan for less than $5. I highly recommend Skype and I highly recommend
getting a local number so that it displays your local number on your prospect's caller
ID. This way, you have crystal clear sound. I love the sound quality of Skype. It's better
than the phone and you also have a local number and then when you have the Skype
call recorder installed as well, what happens is when you start the call, it automatically
starts recording for you. When you hang up and end the call, it automatically saves the
recording to any file you want and you don't even really have to think about it. You just
make the call and then you end it and it's being recorded and the recording is being
saved. It is super simple. It's a really easy process and I would highly recommend
using that one if you want my opinion. I also like to use the standard Apple
headphones. There's the white ear buds, not the wireless ones or anything fancy, just
the standard ones. If you want to know what I use, I really don't have fancy equipment.
I like to keep things as simple as possible. All I use is Skype, I have a local number
and then I have the Skype call recorder software installed, I record my calls and I'm
just using Apple headphones and I'm doing the calls from my computer. That's it.
Pretty simple and straightforward. Now let's talk about filing and storing your sales
calls and ... sorry, filing and storing your sales call recordings. Once you've completed
your sales calls and you have the recording, you want to name it and file it so that you
can refer back to it in the future without issues and you want to name the recording
using this naming convention. The naming convention is basically a system for naming
files. While this won't make much difference when you've just done five or six calls or
something, once you've done a lot of calls, believe me, you're going to be really
thankful that I taught you how to do this. What you want to do is you just want to ...
When you save the call recording, you want to rename it like this. John Doe, the
person you just spoke to. If I spoke to Suzy, I'd write Suzy then the date, today's date
which you did the call. I've got 5/10/17 and then the outcome of the call. Was it a yes
or was it a no? Maybe it was a maybe. We don't like maybes remember? We shouldn't
be getting many of those but it should be a yes or a no. This is a very simple way to
save all of your call recordings and this way when you come back and you go looking
at them, you can see which ones were yes's which ones are no's. You can see the
dates and you can see the name of the person who you had the call with. You want to
create a folder that uses the following structure. Call recordings and then the month
which could be like April 2017 and then you want to split the month into different weeks
like week one, week two, week three, week four and then whatever week of the month
you're in, you want to save your call recording within that week. I'll give you an
example here of what I mean by that. You could open up. You could get a new folder
and you could call this call recordings. Within call recordings, you create another new
folder and this one could be April 2017 and you could have another month which could
be May 2017 so on and so forth. Say in April right now. We could go into here and
then we could create one for week one which will be the first seven days of April, then
week two which would be the second lot of seven days in April. The eighth till the 15th
and this could be the first to the seventh and then what you want to do is put your
sales call recording once you've done it into the correct week here, save it in here
using this name convention John Doe then the date and then the call outcome, save.
Now, what we have is just a very simple way to file and record everything. If I click on
call recordings, I can see the different months then within here, I can see the different
weeks then I can drill down and see all the different calls and their outcomes and I can
listen to them. Now, this is so powerful because as you get going, you really want to be
able to look at how ... look at your performance and look at how things went and be
able to drill down and identify the source of any problems if any problems come about.
By doing this, if you have a sales slump in say May. Let's say you have a sales slump
in April. You don't make as much money as you wanted to make. Well, if we want to
identify the problem or the cause of that problem, we can just drill down and we can
look at how many sales calls you did in each week. If we look in week one and we see
that you only did two sales calls, okay what about week two? You needed one sales
call? What about week three? You needed one sales call? Well, of course, you didn't
have an awesome sales month. It's very easy to identify the problem when these sorts
of things happen, but also you might have had a bad sales week. You might be having
a slump. What you can do is you can click in into the week and then you can look at all
the calls and you can see the outcomes of the calls. You can drill down and listen to
any call. If you've had a batch of if for one week straight, you've had a whole bunch of
no's, well you can start listening to those calls and see what's going on, then you could
come and look at a different week where you were doing better and you were on a roll
in getting nonstop yeses then you could go on to those and listen to those calls and
think, "What's different here?" Like "What is different between this week where I was
on a roll and this week now where I haven't sold anything?" This very simple, but this
is so dead simple. This simple way of naming your call recordings and then structuring
your folders so that you can save all of these calls correctly, this is so powerful. It's so
simple to do, it's like mind-blowingly simple to do this and then the advantage you get
from doing it is insane. It is a huge advantage. You definitely want to do this. I
recommend you store all of your call recordings using Google Drive or Dropbox so that
they are safe and accessible from any computer at anytime. Don't just leave them all
on your computer without saving them to something because your computer might
break or you might be somewhere else for a week or a month or whatever and not
have your computer on you or your computer might get stolen or anything could
happen. Your call recordings are extremely important. They literally worth money to
you because your call recordings offer you the ability to improve yourself and improve
your sales skills. When you improve your sales skills, you improve your ability to make
money. When you improve your ability to make money, you make more money. Losing
those sales calls therefore is going to cost you a lot of money. You want to think about
it that way. When you think about it that way, you really want to do this correctly. You
really want to make sure that you save everything to Google Drive or Dropbox. I
personally prefer Google Drive. In that way, I have access to all of my call recordings
from any computer or any phone anywhere in the world and I don't need to worry
about anything breaking or me losing all of my call recordings. I treat those things like
they're seriously important to me because it was going back to those calls and
listening to them and everything that really enabled me to get ... that really enabled me
to become an amazing sales person and the same will be true for you. Now, let's talk
about action items and the iterative process used to evolve your perfect script. The
term perfect script, I am using that term to describe the script we provide you with
when it's adjusted and iterated so that it fits you perfectly, your niche, your offer, your
personality, everything. It's action time right now. This is the part of the program where
the rubber really meets the road and we start making it happen. We're going to start to
get you on the phone, we're going to start to close some deals, get some clients, we're
going to start making some money. Let's discuss the process for evolving your perfect
script and there's two parts to evolving your perfect script. Part one is pre-market script
adjustments. Here's part one. You want to ... It's pretty much what we covered before.
You want to adjust the script questions so that it fits your niche and your problem and
your offer and the results which all the different things which revolve around your niche
and the research you've done and the offer you're providing. Earlier on in this training
video, I showed you what sections you need to change and adjust. What you want to
do right now is download the sales script from week three video two the alchemy of
conversion. Download the script, open it up in PowerPoint all key note and adjust it.
Go and make all of those changes which I told you to make so that you can make this
your own and make it work for your niche. Then you want to craft your I help blank to
blank by blank statement as well as your offer explanation and you want to really get
that powerful. You want to get it tight. You want to get it rolling off the tongue smoothly
and clearly explaining what you do and you want to get that defined and you want to
add it into the script, edited in right now. You want to anticipate three to five possible
objections that your prospect might come to you with and then what you want to do is
craft rebuttals to handle those. How are you going to handle that objection? You want
to write that down and you want to add it to your script. You want to add it to your key
note or PowerPoint file when you want to do that right now. Then you want to read
through it a couple of times and get comfortable with it. Once you're comfortable with it
and you're like, "Okay, this is good to go." That's what we call your version 1.0 script.
At this stage, we have done all we can to prepare and now we must go to the market
for testing. In part one which is pre-market script adjustments, we're just doing the best
we really can to prepare but we're not really going to get it perfect until we go to the
market and start actually doing some sales calls. Part one is just getting it the best way
possibly can without doing any sales calls and that's what you want to do right away.
Once you've done that and you've got your version 1.0 script ready to go, well then it's
time to progress to part two which is live market script adjustments. Part two is when
we take your version 1.0 script and we go to the market and we go live and we actually
start having sales calls and we start signing people up or we start hearing no on the
phone or whatever, a mixture of both. To do this, we use two worksheets. The first one
was available in week one and it's called crafting your MVO. If you go to week one,
you will see that there's a module called crafting your MVO. Now, in that module there
is an action item or a resource called niche offer result hypothesis worksheet. We use
this worksheet to record feedback from a live market testing when it comes to our
niche offer result hypothesis. Let's take a look at that right now. I've included it for
download below this video as well. It's also available in week one. You should have
already filled out a lot of this when you were going through week one. You should have
saved it in your action item section. You can download it from your action item section.
All of this stuff here, you should have already done it. What we're going to do is we're
going skip right two, part two which is live market feedback. Here, where it says start
crossing off the numbers as you start speaking with the market in testing your
hypothesis by marking them, by making them. The offer stated in this hypothesis
worksheet. Sorry I read that wrong. You want to start crossing off the numbers as you
start speaking with the market and testing your hypothesis by making your niche, the
offer stated in this worksheet. You should make at least 20 to 30 offers before judging
your message hypothesis. Here I've got 30, oh it goes all the way up to 50, but as you
do each sales call, a real-life sales call, you want to check this off. One, two, you want
to start putting a little line or a cross through these. Then, you don't really want to start
thinking, "Is my offer good or is it my script good or anything like that until you've done
quite a few calls." If your first call doesn't go well, who cares? If you first five calls don't
go that well, who cares? We really don't want to judge anything until we've done at
least 30 calls because what we need to do is we need to make sure that we have
enough data so that we know we're dealing with an actual problem and not just some
random problem because we spoke to a guy who just was acting strange this one
time. That's what happens. You speak to ... people speak to one person on the phone
and the one person says something to them and they think, "Oh, I've got to readjust
my entire business and that's the most crazy thing I've ever heard. People are crazy
and they say and do weird things and they act strange too. A lot of the time. This is
people we're talking about and I'm sure everyone knows how people can be quite
fickle. That's why we want to make sure that we do enough calls and my
recommendation is 30. Don't be too much of judge of a your script and your offer and
everything until you get towards that. Here. When you're doing the different sales calls,
you want to always be taking notes. Here I've got what words or phrases do you hear
your prospects repeating over and over again. You want to write these things down or
when you go back and listen to your call recordings, you want to listen out for these
things and start writing them down. What stories do your prospects like to tell that
seem to recur across multiple cause. You can do these live or when you're listening to
the recordings. What metaphors or analogies do your prospects use? What things
does your prospect appear to be bored or saddened talking about and what things
does your prospect appear to be excited and energize talking about. What words or
sentences or phrases that you used did not resonate with your prospect? What words
or sentences or phrases that you used did resonate with your prospects? To
emphasize your key points, what are some of your best metaphors and analogies? As
you're doing your different sales calls, if you say something or if you say an analogy or
if you say a metaphor and you're like "Whoa, it's pretty good." Or if you listen to a
recording of yourself and you're like, "Whoa, that thing I said there, that was really
good and the person I was speaking to, that really affected him." He was like, "I'm
interested." You want to listen out for those things. What things do you say that don't
go well and what things do you say that do go well. Well, you want to write them both
down because what we're basically doing is we're collecting feedback and we're
improving our script and our process and our entire business so that we do less of
what doesn't work and more of what works. Plain and simple. This is just a process, a
step-by-step framework to doing that, but what we're really doing is very simple. Just
doing more of what works, less of what doesn't. This worksheet is a way to collect
feedback on this and then once you've made like 20 or 30 calls, then you can look
back over this and then think, "How could I improve my sales script?" and if there's
ways you can improve your sales script, we'll open up your sales script and make
some edits and some changes to it. You can just edit it in Keynote. If you make some
changes to your sales script, you could call the next one version 2.0 of your sales
script, then you could do another 30 calls and take feedback, make some changes and
what not, then you could create version 3.0 of your sales script. It's like everything
we're doing in life and business. It's always an iterative process. We never just define
something once and then freeze it and then that's it. You can do that if you want but it's
a very bad way to do business and a very bad way to live because it never last for very
long. You always want to be listening for feedback and adjusting and changing things
so that you can improve. The people who do that in life and business, they just crush
it. I can't describe how much being a business and how much be the general all
around people. When they live life and they operate their business using this method.
You always want to be listening to feedback. You always want to be iterating and
improving and working on that next version 2.0, version 3.0, version 4.0 or whatever.
This is the worksheet to help you do that. Now, there's a second worksheet which is in
week one and the training module resonating your message and it's called the
message hypothesis worksheet. We use this worksheet to record feedback from live
market testing when it comes to our message hypothesis. Let's take a look at that now.
It's available for download below this video but you should already have a copy of this
completed and uploaded in your action item section in week one. Now, this is available
for download, you can use just the PDF or you can open it using Google Docs if you
click that link. Part one is pre-market but you should have already done all of this in
week one. Then, part two is live market feedback. Just like the other worksheet, we
start crossing off the numbers as we do different sales calls. When I work up towards
30. Then we write down what objections is the market giving you? When we speak and
we do strategy sessions with people, what objections are they giving us? What things
are they saying which aren't yes? What excuses do they have why they shouldn't buy
or sign up with you. Well, write them down. As you're taking notes throughout the sales
call, write them down or, listen to your sales call recordings and pick up the different
objections people are telling in the recordings and write them down. What things is the
market liking or interested in? What things do you say or what issues or topics or
words or whatever do you say that they really like or interested in? How are the
conversions ending? What is the conclusion of each call? These different calls what
you're doing, how are they ending? What's the person saying to you? Write that down
and start to notice is there a [inaudible 00:57:30] on these calls, am I always ending up
with the same conclusion for every sales call I do? Was it always people that want to
think about it? Is it always people who say I need to check with my wife? What I find is
most sales people, they're just played by this one objection. It's like sometimes I do an
analysis on a sales person, sometimes the very good multi-millionaire successful sales
people and they're like I'm in a slump. I start talking to them and I start conducting my
analysis and then I find out that it's just this one objection. They've been acting like it
was their niche or their offer or the market's changed or the economy's changed or all
of these different things because the person's being emotional because they're
involved in it. They're a participant in this experiment and it's very easy to get
emotional and subjective when you're the participant. When I observe it, I'm like,
"Okay, well it's just this one objection." I'm like, "What's your rebuttal to that objection?"
They tell me and I'm like that's a very, very weak rebuttal and I don't actually think you
have a rebuttal because it sounds like you just made that up right now. I drill down to
the issue and then I'm like, "Okay, let's work on a rebuttal, a powerful one right now.
How can we tackle this objection?" We write it out and we get it to the point where
we're like, "Yeah, this is it. This smashes that objection." I get the guy or girl to practice
saying it again and again and we get then we get them back on the phone, then they
do the next sales call. They come up against that objection. They say the rebuttal the
way we practiced it. Boom. They're out of their sales slump just like that but you know,
sometimes this happens to the best of us. I've seen it happen to multimillionaire people
who were in sales slumps and a lot of people who were in six figures sales slumps. It
happens to everyone even the best of us and that's why keeping these sheets and
writing things down and recording your calls is so important. I don't care how good you
are in sales. I don't care if you're making eight figures or what. You want to do this
because it gives you the most powerful tool for looking back and drilling down to root
causes of different problems and also iterating and improving and evolving your sales
process. It's an amazing process to do and I can't recommend it highly enough. Based
on the above state ways in which you can improve your niche offer result hypothesis
so you could write down different ways you could improve it. After making 20 to 30
calls, you can start to think, "Well, how could I make some changes to my sales script?
Maybe I need to change this around or change this around." You can make those
adjustments. What you want to do is basically use these two worksheets which we've
talked about, the niche offer result hypothesis worksheet, we want to be writing
feedback down on that. We also want to be using our message hypothesis worksheet.
We want to be writing down different things on that. We also want to be recording our
calls, saving them to our computer and this might sound like a lot of work now but
seriously it'll just become natural for you after you do five calls. It might sound like, "Oh
man, there's a lot of stuff going on here." But it just becomes a flow once you're used
to doing it with sales calls. When I do a sales calls, I just pull out a Moleskine
notebook. I print out the person's survey and I have one of these hypothesis
worksheets on my desk and I'm taking notes. I'm writing things down. I always record
the calls. After the call, I immediately go and file that recording the correct way. After
so many sales calls, I'm always thinking, "How can I make adjustments to my script or
my offer or my message or anyone of these things so that I can improve it and get it
closer to what the market wants and what the market needs." That's how people build
massive earth-shaking businesses is by constantly collecting feedback and constantly
trying to iterate and improve to really match what the market wants. It's really about
getting that perfect service to market fit or what I've also called message market
resonance. It is insanely powerful. That is part two and those are action items for you
to do this week. From here, you will test your hypothesis against the market and collect
feedback by taking notes and recording your calls. Every call you do makes you and
your script better. Like I said, it's going to be an iterative process where you create
script version one, script version two, script version three every time you do 20, 30
sales calls, you're going to go back to the drawing board and just adjust some things
around. Don't worry. You might be thinking, "Oh, this is so much work." But I've done
95% of the work for you. I had to create the script and sales methodology from scratch
from a blank page. That took me five years and 1,600 calls to do. I'm giving it to you in
its current state which means that all you have to do is just make some tiny iterations
and improvements to it. Don't think, "Oh, I'm going to have to do hundreds of sales
calls before I start making sales." It's not true. I know people who start closing deals
within their first three, four sales calls. There's some people in the group who closed
their very first sales call. That's not very common. Most people don't close their first
call. I didn't but that happens too. Don't think, "Oh man, I'm not going to be able to
make any sales until I get to version four. No way." All of this is designed to start
making sales and start making money immediately, but just making money isn't
enough or not in this training it's not because just making money like, "I don't want to
just teach people how to make money. I want to teach people how to build incredibly
powerful and unstoppable businesses and I want to teach people how to make seven
figures, eight figures in more." That's what this process enables you to do because just
making money is fine but once you're just making money, you want to make more and
you want to be more efficient and you want to keep improving yourself and keep
improving your business and your business processes. You have the best head start a
person can possibly have when it comes to sales training and having a script. This
sales training which we've got here in week three, the methodology we use, the
science behind it and also the script which we provide you with and the different
methodology we've got for iterating and improving it. It's the best head start that you
can possibly have. 90% of the work is already done for you and now, all you need to
do is adjust it, take action and follow the step-by-step process so that you can become
one with the script. When I say become one with the script, as what I was talking about
with riding a bike that once you practice it enough or once you make some
adjustments to the seat and the handlebars and what not, you don't think about it
anymore. It's just you're riding it around and you're like, "Whoa, this feels like it's just
kind of a part of me." It's instinctive and that's when you get good. You're not having to
think about it and you just become one with it. That's what good skiers do, that's what
good basketball players do. They become one with the sports equipment or whatever it
is or race car drivers, whatever it is and that's what practice and iterations and
improvements do for you and your sales script. It'll just become a part of you and it'll
become natural, it'll become free-flowing and instinctive and that's when you get really
dangerous on the phone when you don't really have to think about things too much
and it's just all natural. Believe me, it happens faster than you would imagine. I've seen
people really become one with their script and get really into the zone within one to two
weeks. The sooner you start, the sooner you make these adjustments, complete the
action items from this training and the sooner you get out there and you start making
sales calls, the sooner you're going to be able to become one with that script and
really start crushing it out of the park. Let's get to work. That's the end of this training
video on how to adjust your script and iterate it and improve it. What I want you to do
now is complete all the action items which I mentioned in this training module.
Download them, complete them, upload them in the action items section and then
once you've done all of that, awesome. I will see you in the next module. Thanks.
Falling for the trap

Hey everyone it's Sam Ovens here and welcome to week four of the consulting
accelerator training program. And week four is all about the alchemy of client
attraction. And what that is is basically the art and science of how we attract prospects
to us, so how we attract potential clients to us, so that we can get on a strategy
session with them, and we can go through our sales script and we can convert them
into a paying client. So in week four we're gonna be talking about how to attract clients
to us. Now this first video here, it's a brief video, and it's a very important video
because I'm talking about falling for the trap. And what this video is all about is the big
trap that I see everyone fall for at about this stage in the training program, and about
the stage of starting a business and starting your own consulting business. I see so
many entrepreneurs get fooled by this one, and it's one you definitely want to be aware
of so that you can ignore it and make sure that you don't get caught in this trap. So
here's a brief overview of what we're gonna cover today. So we're gonna start off with
where you should be at in this training program right now, as you're watching this
video. And then I'm gonna discuss the big mistake that most people make when it
comes to marketing and client attraction. And then we're gonna discuss proof of
concept, and this should be the only goal that's on your mind right now. So right now
the only thing you should be thinking about is proof of concept and we're gonna
discuss that. Then we're gonna talk about how all massive fires start with a pilot light
first and then they add accelerant to it, so they add additional gas or fuel to it, after
they first ignite a pilot light. And this is a really powerful metaphor and example of how
you should start your own consulting business, because most people do it all back to
front, and most people do it in a way which doesn't work and it ends up just not
working at all and it ends up taking a lot of time and getting more complicated and all
of that. So this metaphor is gonna make a lot of sense to you and I'm gonna explain
that. And then we're gonna discuss about keeping it real simple. At this stage of the
training program we just want to keep it as simple as possible and just make sure that
we're ticking off and achieving the most important things, because that's all you need
to consulting business and mass of wealth, is you just need to execute on those key
important things, and you can pretty much forget everything else. So lets start with
where you should be at in this training program right now. So you should have your
niche offer result hypothesis worksheet complete, you should also have your message
hypothesis worksheet complete, and you should have edited the sales script and
adjusted it to you, your niche and your offer, and you should have practiced it a couple
of times and you should be really comfortable with it. So at this point you should have
all three of these things done and ready to go to market. And in week four, which we're
in right now, we're gonna go to the market. We're gonna start talking to people, we're
gonna start making some sales and taking some action. And at this stage of the
program we have everything we need to go to the market for real world testing, and
establishing your proof of concept. And the only thing we need to do in this next stage
is to test your hypothesis, iterate, and establish a proof of concept. But there's
something to watch out for, something that trips most entrepreneurs up. And this is the
big mistake that most people make when it comes to marketing and client attraction. I
see people make this one all the time at this stage, and you definitely want to watch
out for this. And what they do is they obsess over technology, funnels and Facebook
ads, and other shiny objects, that is quite simply not important at this stage. And I see
it happen to people all the time, and it goes like this. You have an idea to start a
business, which is why you joined this program, and in week one we kind of did some
discovery around what that idea is, so what's your niche, what are you gonna offer
them, and what's the desired result which you're gonna help people achieve, and
what's the messaging around all of that, and we really fleshed out your idea, and we
came up with hypothetically what sort of consulting business you want to start. So
that's the first thing most people do. Then the second thing is research and planning,
so that's again done in week one. Creating the hypothesis worksheets, the niche offer
result worksheet, and the message hypothesis worksheet. So we kind of do some
research and some planning. And then it's time to start taking action, which is pretty
much right now. We've got everything together, and now it's time to go out and talk to
some real life people in our niche and try and make some sales. And everything's
going well until this point, and people are ready to go to the market and start speaking
to people and it's all about ready to start making money and getting customers, and
then whoa, they just disappear into a black hole, which is all about these things here.
So you know people get to this stage and then boom, they just disappear. And they get
sucked into this black hole of Facebook ads, funnels, fancy websites, they get all
obsessed about social media accounts, they've gotta have a Twitter, they've gotta
have a Facebook, they've gotta have an Instagram, and you know, when you try and
manage like ten social media accounts that's a full time job, so you've got no time to
do anything else. And when you try and make a perfect website which has fancy
photos on it and nice designs and all of that, well that's like a multiple month job and
so you're you know ... If you try and do all of these things, I mean you just get sucked
into this black hole. To achieve all of these things it takes more than a year, and so at
this stage all we need to do is go out and get a customer and go out and sell
something and speak to our market, that's all we need to do. But people invent things
to avoid the important, and the important thing is going to the market and getting a
customer, but people kind of disappear into this black hole of all of this technology and
everything. I also see people get obsessed about fancy logos and designs. They think
they need business cards, they think they need like a fancy logo, they think they need
mugs with their logo on it, they think they need all of these different things, and they
also think they need all of this different software, and the truth is you don't need any of
this stuff right now. And touching technology and paid advertising before establishing a
proof of concept is like opening Pandora's box. Without a proof of concept you will get
lost in there and forget why you entered it to begin with. And here's the common
fallacies distorting the truth in the market right now when it comes to these things, this
is why people get sucked into that black hole. And here they are. One of them is
funnels make you successful. You know a lot of people think the reason why someone
is successful is because of a funnel, like a marketing funnel. Well they think if you have
like some sort of funnel software that that's what makes you successful. People also
think that Facebook ads make you successful. People think that fancy websites and
designs and blogs make you successful like you've just got to write a ton of content,
give lots of free value and have an amazing design and all these photos of you and
these logos like New York Times and all these things on your site. And people think
that you need a massive web presence and social media presence and a massive
following of people to make you successful. And people also think that you need all
this technology and software, and that that makes you successful, and people believe
that these things here make people successful. And that couldn't be further from the
truth, all of these fallacies are wrong. Like these aren't the things which make people
successful. And tools, technology, and your image, and your appearance, and fame,
don't make you successful. Believe me, I know a lot of people that have a lot of fame,
and way more fame than me. I know people that have written books and have so many
followers and they're so famous and you know, if I said their names then you would
know who they are and you would think well that person would make more money than
me, because they're so famous. But I know behind the scenes what their numbers are
and they're way less than mine. And so I know for a fact that fame doesn't make you
successful, because I know a lot of people who are very famous and don't really have
that much money, and it's more of just like an appearance and an image, and the truth
is that these things do not make you successful, and a lot of people believe that these
things make people successful and it couldn't be further from the truth. And what
makes people successful is solving peoples problems and getting paid. So you've just
gotta identify a niche market, you've gotta find a painful problem they have, and then
you've gotta solve that painful problem for people and get paid in return. And if you can
do that, that's what makes you successful. And if you can do that then you don't need
fame, you don't need technology, you don't need fancy logos and all this other stuff. I
mean my website looks like shit, and I made my logo in Keynote, and the website's got
spelling errors on it, I mean it looks horrible. I barely make any content for free. I mean
all of my good content is in my programs. And you know really my social media
presence and all of that stuff, it's pretty bad. Most people would give me like a D grade
rating for all of that stuff. And compared to a lot of other people I look horrible. But
when it comes to the numbers and it comes to making money and profit, I absolutely
destroy everyone else, and that's because I've focused on what's important, and that's
solving people's problems and getting paid in return. And because I have a laser focus
on that and I forget about all the other stuff, then I beat everyone else. But the people
who get sucked into the black hole and focus on all those other things, they get all
tangled up in a web and they end up focusing on the wrong thing. They spend most of
their time trying to look good and trying to have an appearance and an image and
trying to be famous, and the numbers behind the scenes are horrible. And I don't know
about you but I'm assuming that you want to make money and just help people solve
problems, more than you want to be famous and all of that stuff, because I mean being
famous and not having any substance behind it I think is pretty lame. And you know,
you'll feel not that good anyway because you'll know that it's just an image that
everyone has of you and that behind the scenes you're actually not that successful.
And so I think the best way to be is really successful and more successful than what
your image even is. I think the coolest thing to do is be understated. Like have people
think that you're successful and everything, but be way more successful than people
can possibly imagine, instead of the other way around which is what a lot of gurus and
celebrities and stuff like that do. And to do that you just want to focus on the most
important thing which is solving peoples problems and getting paid. And lots of people
think that you need all of this stuff before you get clients, when it's actually the other
way around. You know you don't need a logo and a fancy website and all of these
social media accounts before you get a client. That's not ... If someone's gonna buy
from you they don't care what your logo looks like and they don't care about all of that
other stuff, they just care about are you able to solve my problem and are you gonna
do the work to help me solve my problem? That's all they care about. And getting a
paying customer and establishing proof of concept is the only thing that's important
right now. And a good way I can describe it is in Greek mythology there's these sirens,
and the sirens were dangerous creatures who lured nearby sailors with their
enchanting voices to shipwreck on the rocks. So there was these mermaid type
creatures who would sing and their voices would be hypnotizing and the sailors would
steer their ships off course and run into the rocks, and they would always shipwreck
and die because they would listen to the sirens. And one captain ordered his crew to
tie him to the mast of the ship so he wouldn't be tempted by their voices when his ship
passed the rocks that the sirens were positioned on. And that's how he was able to get
past them and get to his destination, because he knew that there was gonna be people
trying to lure him off course, and because he knew that people were gonna be trying to
lure him off, he put preventions in place. He knew that his own judgment and his own
character might get fooled by the sirens so he tied himself to the mast, and that's how
he was able to get through. And the sirens are all the other people in the market that
are telling you that you need this new technology or new shiny object in order to be
successful. You know at this stage you've got all the key pieces ready to start your
consulting business, and all you need to do is go to the market, you need to start doing
sales calls, you need to start signing clients up, that's it. But what all these other
people are gonna be telling you, and I don't blame them, they're trying to run a
business so they're absolutely allowed to just tell you all of this other stuff. But what
these other people are gonna be telling you is that you need a funnel, and that you
need all of this technology and all of this software and that you need a fancy website
and a YouTube channel and a blog and all of this stuff. And that couldn't be further
from the truth. And those people are just like the sirens, and you're gonna hear their
voices, you're gonna see their ads, you're gonna see people mentioning different
things. And they're gonna be kind of luring you over to their place where they're gonna
say that you need this technology or this shiny object in order to be successful and get
where you want to go. And you will be tempted by their voices, but you can't listen to
them, get distracted or steer your ship off course. And what I mean by this is you know
what you need to do, you've got your niche offer result hypothesis set, you've got your
message hypothesis set, you know exactly what to do and you've got your sales script
all adjusted and ready to go. Now the only step left is to generate some appointments
and get on those appointments and sign a client up. That's it. If you do that then you've
got proof of concept and then we can start scaling and you're gonna be making
money, you're gonna be making profit, and you're gonna be on a roll from there. But
the big issue I see is all these other messages that are bombarding entrepreneurs,
telling them they need all this other stuff in order to be successful. And you can't get
distracted by those voices. And you can't steer your ship off course. And the only thing
that's important is getting a paying customer and establishing your proof of concept,
that is the only important thing right now. And the best way I can describe it is with a
metaphor about furnace. So this is how a furnace works. And most furnaces start with
a small pilot light which is just a small little flame. And then they get the pilot light
burning properly first. They spark the pilot light and they let that burn for about 30
seconds to a minute until it's burning strong and it's got a nice strong flame there. And
the once the pilot light is burning properly, they then open up the gas and let a whole
bunch of gas into the chamber. And what happens is the gas rushes into the chamber
and the pilot light ignites it and it just goes boom into a massive flame. And you will
have seen this if you use like a ... Like when you start a barbecue or when you start an
outdoor patio heater or gas heater or something, you always start with a little pilot light
first, and then once that's burning nicely then you open up all the gas and it goes, and
the whole thing is burning really strong. And if you open up the gas without a pilot light
burning, well nothing happens. If you just open up all the gas in a furnace without
having a pilot light there, nothing happens at all, all the gas just goes to waste. And
what's interesting is if you add gas to a furnace and the pilot light is only burning like
really weak. Like if you spark a pilot light and you only let it burn for about 10-15
seconds and it hasn't really got into its strong flame yet, then you let all the gas rush
into the chamber, the gas actually puts the pilot light out, and nothing happens again
because the pilot light wasn't strong enough to ignite all of the gas. And again
everything goes to waste. And this is exactly what happens when you apply
technology and Facebook ads and funnels to your business without establishing a
proof of concept. And you want to think of your business as a furnace. And
establishing a proof of concept is like getting a strong pilot light burning. So remember
we discussed a proof of concept is basically proving that your hypothesis in the real
world. So we've got your niche offer result hypothesis and we've got your message
hypothesis. And we've also got your adjusted sales script. So proof of concept is when
we take your hypothetical business, and we take it to the market, we start taking
action, and we prove our hypothesis, so we get a paying customer. And that's proof
that our hypothesis is working in the real world. And once we've got proof of concept
by landing one client, we want to make that proof of concept stronger. And to make a
proof of concept stronger we just want to get more clients. And what's fascinating is if
you ... Establishing a proof of concept is like getting a strong pilot light burning. And
opening up the gas is like applying technology, funnels and Facebook ads and all of
those other things. And if you apply technology, funnels and Facebook ads without
having a strong proof of concept, nothing will happen, and all it will do is waste a
bunch of money and time. Just like when you open up the gas into a furnace without
having the pilot light burning strong, it just puts out the pilot light and nothing happens
and everything goes to waste. And the same is true in business, I see people do it all
the time. They've got a pretty good hypothesis, and you know, they're on the brink of
being successful and landing a client. But then they invent a whole bunch of stuff to do
to avoid the important, and they go and get all tangled up in all of this funnels and ads
and tech and all of this stuff, and try to get a fancy website, and in the process of doing
that they forget about what their hypothesis even was, and they put out the flame that
was almost lit. They had an awesome hypothesis and all they had to do was get a
customer and proof of concept, but then by focusing on all this other stuff they put their
pilot light out. And I see people do this all the time and it is such a huge mistake. And
people often do it right on the brink of being successful and establishing that proof of
concept. And all this does is waste a whole bunch of money and time. And later on in
this training program, in week five and six, we're gonna teach you everything you need
to know about technology, funnels and Facebook ads, so I'm gonna show you how to
be a killer when it comes to Facebook ads. I'm gonna give you the best training you
can get on Facebook ads and funnels, so don't worry about that. But we're gonna
cover that later on in the training program, because right now you must focus on
establishing your proof of concept and getting your pilot light burning nice and strong
before we start opening up the gas. You know, once we've got your pilot light burning
strong by establishing a proof of concept and proving it by getting multiple clients, then
apply the Facebook ads, then apply the funnels and all the technology and stuff, and
then you'll just go, and that's how you get a really fast growing business. The pilot light
must come first, and then we apply all of the gas and scale everything up. So what you
need to remember is to keep it simple, and remember the only thing that matters right
now. And that is establishing your proof of concept. That is the only thing that needs to
be on your mind right now. So this is just a brief video to start off week four, and I
wanted to start with the big problem to avoid, because right now in this stage of the
training program, this is the trap that I see most people fall for. They get all of their
hypothesis ready, they're ready to speak to the market, they're ready to ignite their
pilot light and ignite their flame, but they avoid it and they go and obsess over all this
other stuff which just isn't important. And like I said you can't apply gas to a furnace
without first having a pilot light burning, otherwise nothing happens and everything just
goes to waste. So remember to keep it simple and the only thing that should be on
your mind right now is establishing that proof of concept by getting a paying customer
and proving your hypothesis in the real world and really making your hypothetical
business become a reality. That is the only thing that is important. So I wanted this
video to serve as a reminder before we jump into all of the content. And so I wanted to
do it so that people don't fall for this and people are warned in advance so that people
don't get distracted or off task. So that's it for this video, it's just a nice simple short
one. So what I want you to do right now is jump onto the next video and we will get
started by teaching you the alchemy of client attraction and how to start attracting
potential clients to you and your business. So I'll see you in the next training video right
now.

Alchemy of client attraction

Hey everyone, Sam Ovens here and welcome to the second training module in week
four called the Alchemy of Client Attraction. In this training module here, I'm going to
show you how we attract total strangers from within our niche or our market and how
we attract them to us and get them to fill out an application so that we can have a call
with them and then use our sales script and convert them into a paying customer of
ours. Last week in week three, I showed you the alchemy of client conversion and that
is how we convert someone on a sales call from an interested prospect into a paying
customer, but in order to get somebody on to a phone call and convert them, we first of
all have to get their attention and we have to attract them to us and then the second
step is to convert them. In this training module today, we're going to discuss the art
and the science behind attracting clients to our business and also, how to find the ones
who are most interested and filter them and separate them from the ones who are just
going to waste our time and the tire kickers who are never going to buy anyway
because that is one of the most important things when it comes to marketing and
getting clients. Here's what we're going to cover today. We're going to start off with
what the alchemy of client attraction is and why it's important and then I'm going to
show you the big myth and common mistake that people make when it comes to
attracting clients. There's a big myth which a lot of people believe and I still see most
consultants and most business owners falling for this one every single day. I see it all
the time. I'm going to explain what that is and how you can avoid it and how you can
solve it and then I'm going to show you the science behind attracting potential clients
to your business. I'm going to show you all of the mechanics and the processes behind
this so that you can get a fundamental understanding of how it all works. It's one thing
to just show you what to do, but it's another thing for you to thoroughly understand why
it works because if I just show you what to do when you go out and do it and then if it
doesn't work or you're stumped, but if I show you ... if I get you to understand
fundamentally how these things work, then if you go out and try it and it doesn't work,
then you know what to change and there's a massive gap and knowledge between
people who just know what to do and people who understand how it works. I'm going
to show you the science behind everything so that you can get a really thorough
understanding of it. Then I'm going to show you how we use natural selection to find
the right clients and attract them to us. In any market, only 3% of that market is ready
to buy from you now. It doesn't matter what niche or what market you're in, at any
given moment in time, only 3% of that market is really looking to change and looking to
evolve. Most people go out and they just target everyone. They're like, "I'm going to
just target everyone in my niche." But, that's not the right way to go. You should learn
how to separate the 3% who are ready to go and pretty much just forget about the
other 97% and just put all of your focus and attention on to that magic 3% and I'm
going to show you exactly how we do that using natural selection. Then I'm going to
introduce you to the two types of client attraction which we have. Organic attraction
methods and paid attraction methods. These other specific ... the specific tactical
things which we use to attract clients into our consulting business and organic ... what
organic means is basically free, easy to use and fast to deploy methods and obviously
paid ones which means they cost money, but they're very scalable and they're very
automated. Organic is awesome for getting started, getting your first few clients and
establishing your proof of concept and then paid is ideal for once you already have that
proof of consent formed, paid is ideal for really scaling your business up and taking it
to big levels. First of all, I want to show you our client acquisition methodology. This is
our process from start to finish and we start off with two types of client attraction
methods at the front of the funnel and one is paid methods which I just explained and
organic methods. Then, that's how we get our message in front of our niche or our
market and we created our message in week one that was your message hypothesis
worksheet, we talked all about resonating your message. We already have your
message together and now what we need is we need a vehicle to get that message in
front of your market and that's what these different methods are. You can either use
paid vehicles to get that message in front or you can use organic free methods to get
that message in front of your niche. That's how we really generate the interest and get
in front of people and then what we do is we take them through this process here
where we show them a value video and then they watch that video, they see what
that's all about and everything and then some people fill out a survey and then some
people get on a call with us. What happens is as we show people our ads, we get in
front of people with organic methods and not everyone who sees these methods takes
action obviously. Most people who see advertisements don't do anything about them
and a lot of people think that means that the ad didn't work but it couldn't be further
from the truth. Ads are only really designed to get the attention of a select few people
and then as long as it's getting the attention of those people, then they should take
action and watch the value video and then, after watching the value video, complete
the survey and then after that, jump on a call with you and then when you're on the call
with people, you're using alchemic conversion script and you're converting them into a
paying customer. This is our client acquisition methodology from a bird's eye view. It's
like the 30,000 foot view. What we're going to be discussing today in this training
module is the paid attraction methods, I'm going to explain those to you and I'm going
to tell you what they all are and then I'm also going to explain our organic methods to
you and introduce you to each one. We have got five of them. I'm going to tell you the
used case and the application for both paid and organic and when you should use
organic, when you should use paid, the pros and cons for each one, all of that stuff.
We've got a lot of awesome information to share with you in this video. I can't wait to
get it all across. Now let's discuss the big myth and common mistake that people make
when it comes to attracting clients and this one is big. It's widespread and I see it
everywhere. Not only with consultants but in every other niche, pretty much everyone
falls for this one. Most people look at their market or their niche and they see this.
They see a bunch of people and they think they're all the same. They're like, "Oh, all of
those people are in my market." I hear it all the time, people are like, "Oh, my market is
this group. All of these people in this Facebook group, that's my market." They think
everyone in that group is their market and they think everyone in that group should buy
that thing. They just look at a whole group of people and they see them just like this.
They see them as uniform individuals that are all the same and all have equal
probability of purchasing and using your consulting services. I've written here most
people view their niche or market as a huge collection of people and they believe that
they are all the same and all deserve the same amount of effort and attention when it
comes to marketing and selling to them. What I see most businesses do is they just
get on the phone and they start cold calling. They get the phone book and they're like,
"Okay, these are all the businesses that are in the plumbing niche so I'm just going to
call them all up and talk to them all." or "These are all of the businesses that are in the
dry cleaning niche, I'm just going to call them all up and talk to them all." They
approach every single person within a niche using the exact same method and they
say the same thing and they give everyone equal effort and attention as if they all have
the same likelihood of buying from the consultant or the business owner. That couldn't
be further from the truth. They then proceed to market to all people with equal efforts
and work their way through everyone. This is how people attract clients. Most people
market to everybody in their niche and they give equal effort and attention to every
person and this takes a huge amount of energy, resources and time. I see the
companies that have to just dial for dollars and use yellow pages and just call
everyone, they have call centers of hundreds of people that are just making back-to-
back calls. The reason why they need to have such a massive workforce and the
reason why they need to call so many people is because most people say no to them.
These companies that get less than a 1% conversion rate. They've got to make a
hundred calls just to even get an appointment. Some of them are a lot worse. These
companies, all they do is they use brute force to try and just contact everyone and this
is really the mistake that people make. Ultimately, this is a huge waste because most
people don't buy yet. The entrepreneur spent equal time attempting to attract every
person regardless of whether they purchased. At the end of the day, when everything
is done and settled and let's just say that a business called every single person in their
niche or their market, let's say they called a thousand people and then let's say out of
a thousand people, 20 purchased. The problem is is that that business who got the
clients, they spent an hour for example talking to a thousand different businesses
when only 20 of the businesses ended up buying. That's a huge waste of time. That
means that most of their time was actually wasted and only a very small amount of
their time actually went towards converting those people who are ready into paying
customers. This is a huge inefficiency that I see widespread throughout the consulting
industry and also in all other industries. This is the big myth. Market to everybody in
your market equally and with equal effort and attention. Here's the truth, only 3% of
any given market is ready to buy at the current moment in time. For example, if a
market had 100 people in it, only three of them would be ready to buy a product or a
service that solved their problem or pain at the current moment in time. This presents
us with a big problem. Here's the big problem with attraction and trying to get clients.
Only 3% of any given market is ready to buy right now. How do we know who the 3%
are. For example, I don't know if there's a hundred people on the screen or not, let's
just assume there is. You see, there's only three of them which have a green tick on
them. Let's say this is our niche and let's say our niche has 100 people in it. Let's say
three of those people within that hundred are ready to buy our consulting services right
now and the other 97 are not. Our biggest challenge and the big problem as a
consultant and an entrepreneur and somebody who's trying to attract clients into their
business is how to identify who those three people are without having to talk to all 100
of them because if we talk to all 100 of them, sure, we will find the three but it's
extremely inefficient to do that. How do you find a needle in a haystack without
manually inspecting every single stack of hay? How do we find three people in a crowd
of 100 without personally speaking to all of them. Most people just brute force it and
speak to all 100 people manually to find the three who are ready to buy now. They say
it's a numbers game. You hear this all the time from people who make a lot of cold
calls. They're just like it's a numbers game. You just got to call enough people. There
is some truth to that. If you're just someone who blindly cold calls all day, don't get me
wrong, that is way better than doing nothing. The people or the entrepreneurs and
consultants and business who just make cold calls all day long, they still beat the
people who do nothing because obviously, the people who do nothing get nothing.
Making cold calls and playing the numbers game is better than that, but there is
something which is exponentially better than all of that and it's not talking to all of
these people and it's not using brute force and it's not really playing a numbers game.
This is not the way to attract clients. There's a much better way. Now let's discuss the
science behind attracting potential clients to your consulting business. We call this the
alchemy of client attraction. Last week in week three we had the alchemy of client
conversion and in this week, this module we're discussing the alchemy of client
attraction. How to attract those people to us and sort that magic 3% that's really to buy
now. First off, do you remember why people buy consulting services? We discussed
this last week in week three. People will have a current situation. This is me, this is my
situation, these are my problems and my pains and my issues and these are my
desires. Everyone has a current situation and they've got some things which they
desire and they've also got some things which are painful that's the case for every
single person. Then what we do is we flash a stimulus in front of them which could be
an organic attraction method or it could be a paid attraction method and this could be
just an ad. It could be a Facebook ad or it could be an email or it could be a message
on Facebook, it could be anything like that. This has our marketing message in it. Then
what happens is when the person in our niche sees that stimulus, it stimulates them
and it agitates them and what it does is a good stimulus and a good marketing
message should really evoke some sort of emotion and response inside the individual.
What I mean by that is it should strike a nerve like the the message should really nail
what desire they have. It should really pinpoint that thing that they want or it should
pinpoint that massive problem which they've got which is really driving them crazy. In
order to get somebody's attention, we have to have a message that really resonates
with their current situation and their problems and their desires and their fears and
things like that. When we do that correctly, when the stimulus really strikes a nerve
with the person, it creates an agitated current situation so they went from just having a
normal current situation and now they've got an agitated one which is when there's
some sort of gap. They've had a desire and it was kind of there, it was below surface
level. Their pain, it hadn't really broken through and showing like it's hid yet. The pain
and the desire was at bay and now that they've seen the stimulus and they have seen
at this ad which we've put in front of them, now it's growing that pain and it's growing
that desire and it's like we really kicked their bruised knee and we we started to really
crank up all of the emotion inside of them. Now they're in an agitated current situation.
When they're in an agitated current situation, we take them through our funnel process
and that's the value video and then they complete a survey and then they fill out a form
for a call and they do this because they want to fix this agitated current situation. They
want to solve the problem they have or they want to obtain the desire which they have.
That is the reason why they go out of their way to complete a form because they
believe that we understand them and that we might have the solution to help them take
away their pain or help them achieve their desire. After they fill out that form, they just
return back to their agitated current situation until we do the phone call with them.
Then we get on the phone call with them and we use our alchemic conversion script to
take them through the process and we get them to purchase and how that works is the
script is designed in a way that crystallizes the current situation. A normal person, a
normal participant in any market doesn't really have a crystallized current situation.
They understand that it's not really the way they would want it, they want it to be
improved and all of this and they're a little bit unhappy or a little bit uncomfortable with
their current situation but they haven't pinpointed it. They haven't crystallized it and put
a data point next to these things and really defined it and put it on paper. That's the
first thing we do on that on this using the sales script. We really crystallize that current
state and we get data points for everything and we really bring the prospect's attention
to their current situation and then what we do is we start to create separation by
defining the desired situation. We separate this desired situation here and we really
stretch it over until there is a clear separation between their current situation and their
desired situation. Just like we crystallized their current situation, we got data points for
it and we really put it on paper. We do the same for their desired situation. We
crystallize that point, we get data points for it, we put it on paper and now we bring a
lot of clarity into this person's world. They were in an agitated situation, they didn't
know what they should do or they didn't know what they should change or they might
have had some ideas, but they didn't know which one to act on. Either way, the person
was unhappy. The stimulus got them to take some response and then on the call, we
crystallized their current state and then separated their desired state and crystallized
that and now we've really created separation here. We have defined this gap,
something which we call the gap and the gap is the distance between where they are
right now and where they want to be. It's where they are right now, their current
situation, their current state and where they want to be in in the future, their desired
state and this is the cause of all pain and all discomfort for everyone in the entire
world. The reason why the economy, the global economy tics everyday is because
people are basically waking up each day and trying to buy a better version of
themselves or a desired version of themselves which they believe is right. What we are
doing is we're bringing clarity to their situation first, we're diagnosing, we're creating a
defined current situation and then we're creating a defined desired situation and then
what we're doing is once we've created separation there, we are getting the person to
admit that they can't achieve that on their own because if they could achieve it on their
own, they would already have achieved it. That's plain and simple. We're getting them
to admit that they can't do it on their own. Now, they're in a very unique situation where
they know where they are now or they know where they want to be, they know that
their current situation isn't ideal, they don't want to stay there, they know they want to
get to their desired situation and they know they can't get there on their own and now
what we do in the conversion script is we position ourselves and our offer, our
consulting offer as the vehicle to bridge someone from that current situation to that
desired situation. It's a beautiful process for converting someone and making a sale on
the phone. It is seriously powerful. That's just a quick recap of how we do that and the
science of client conversion is creating separation from the agitated current state to
two clearly defined and separated states. Once you have created separation from the
agitated state, you must position you and your offer as the vehicle to bridge the gap
between the two states. Truly masterful salesman create separation from an agitated
situation to a clearly defined current situation in a clearly defined desired situation.
They then position themselves and their offer as the key to that desired situation. To
put it simply, truly masterful salesman don't sell things. They sell futures. When you
use this conversion script correctly, you're really finding out what someone wants in
their future and then if you're able to help them with that with your consulting offer,
then we position ourselves as that vehicle and we really ... it's very powerful because
we're not really selling consulting service. We're selling someone access to the future
which they want in their life or in their business. That is a quick recap on why people
buy consulting services and how we convert strangers into clients, but how do we
attract the people we convert on the phone? How do we know who is ready to buy and
who is going to waste our time? Last week in week three, we really covered that whole
process for how to convert people on the phone, but how do we get people on the
phone? This is a piece which we need. We need a way to generate calls and generate
interest from people so that we can get on the phone with them and sell them and use
that powerful conversion script. What we use is something called natural selection.
This is how we attract clients to us. It says how we use natural selection to find the
right clients and attract them to us. First of all, what is natural selection? Some of you
might know, some of you might not, I'll just cover it briefly so that you understand it
because it is ... I don't think any human should really even be alive without thoroughly
understanding this because it's so powerful and it will completely change your life, it
will change your business and everything when you understand it. Natural selection is
a natural process that results in the survival and reproductive success of individuals or
groups best adjusted to their environment. This leads to the evolution of genetic
qualities be suited to that particular environment. That is the definition of it, I'll explain it
in plain English really soon, but natural selection is simply survival of the fittest. In
nature, it's like if a species doesn't adapt or evolve fast enough, it gets wiped out and it
becomes extinct and it's what we call survival of the fittest because only the strongest
species and the species who can evolve and change and adapt are able to survive in
nature. Here's an example so that you really thoroughly understand this. The first thing
we see with natural selection is that there is variation and traits between different
people, different everything. In the world, every single thing has variation to it. Even
different fish have variations, different animals. different plants, different everything,
bacteria, everything has variation, different humans have variation. The first thing we
notice is that there is variation in traits and a really simple example was to use these
beetles. It says here, for example some beetles are green and some are brown and
you can see some green and brown beetles on the screen and then there is differential
reproduction. Since the environment can't support unlimited population growth, not all
individuals get to reproduce to their full potential. An example is green beetles tend to
get eaten by birds and survive to reproduce less often than brown beetles do. Let's say
in the environment which these beetles live, there is this bird that hangs around and its
eyes can see the green beetles better than it can see the brown ones. It pretty much
can't see the brown ones. That means that the bird just keeps catching the green ones
and they keep dying, but the brown ones, they get away and what happens is over
enough time, the green ones start to get wiped out and they're not reproducing as
much, but the brown ones aren't getting wiped out so they can reproduce more. Then
there is hereditary and the surviving brown beetles have brown baby beetles because
this trait has a genetic basis. We see this happen in nature all the time. If some gene
or some genetic mutation isn't really desirable in nature, for example being a green
beetle, if that doesn't really serve the species, then what will happen is it will start to
die out and most beetles will start to become brown beetles. Then the end result is that
the more advantageous traits, the brown coloration which allows the beetles to have
more offspring becomes more common in the population and if this process continues,
eventually all individuals in the population will be brown and that's what happens. We
started off with some variation where there was brown and green and then through
natural selection, we end up with just brown and this is natural selection and most
people are aware of natural selection in nature, but they are not aware of natural
selection and business. I just gave you an example from nature and you might have
been like, "Why are we looking at examples of beetles and birds and things when this
is a program about consulting?" I first explained it in nature so I could then show you
an example in business and it will make a lot more sense that way. Here is an example
of natural selection in business. We see variation and traits and this example says
some businesses are technology and internet savvy while others reject technology.
There's two types of businesses here. There's one which is represented with an
abacus on the screen and the other which is represented with a computer. We've got
equal amounts of these. We've got half the population is tech savvy businesses, the
other half of the population is non tech savvy businesses. There's variation and traits.
This happened recently. This happened in the last ten years and it's still happening
today all over the place. This one should really resonate with people and a lot of
people should understand this one because it's happening right now and then number
two is there is differential reproduction. Since the business environment which is the
market or the niche can't support unlimited business growth for all businesses that
doesn't work, not all businesses make money to their full potential. An example is that
tech rejecting businesses can't serve customers as well as tech-embracing
businesses. The customers choose to buy from the tech savvy businesses and the
other non-tech savvy businesses start to die out. Just like in nature how we had the
bird which preferred to eat the green beetles. In this situation, we have got customers
who prefer a different type of business. When a customer prefers a different type of
business and when a business has an advantage over other businesses, what will
start to happen is that the businesses with the disadvantage will start to die out and
they will start to disappear. Then there is heredity. The surviving tech savvy
businesses reproduce more profits, they reproduce more staff and more customers
with the tech savvy gene. If all businesses are moving into this tech savvy, genetic
mutation, then people in the university are going to start learning about technology.
More technology products are going to be in different houses and everywhere. More
people to become used to using computers which has happened and still happening
right now. Then, the end result is the more advantageous trait which is tech savviness
which allows the business to produce more profit becomes more common in the
population and if this process continues, eventually all businesses in the population will
be tech savvy. Just like the green beetles got wiped out and the brown beetles replace
them completely, 100% the old green beetle went extinct. The same thing will happen
with non-tech savvy businesses and businesses which reject technology and we're
seeing this happen right now. Here's a direct comparison. Natural selection in nature
and nature different species must adapt to changing environments in order to survive.
This is done by evolving to avoid predators and better suit their habitat. For beetles,
they really need to evolve as a species in order to change their color and become
brown so that they can avoid the predator which is taking them all out. That is what
they need to do in order to survive and then with natural selection and business,
different species must adapt to changing environments in order to survive. This is done
by evolving to better serve customers and avoiding the competition as well as better
suiting the current habitat. In business, you've got to evolve lots of different ways. One
is you've got to evolve to better serve the customer and their needs and expectations
and you've also got to evolve so that you can defend yourself against the competition.
You also have to evolve to suit the changing environment in which you're in which
might be the country of laws are changing and all of that stuff or if these different
trends which are happening, you have to evolve in those ways in order to survive and
with nature, in nature, different species survive through three functions. One is food.
Evolving to be to catch food, they might grow a stronger beak or they might develop
camouflage so they can hide from their prey when they trying to eat. They're evolving
in a way so that they can eat and that is one part of their evolution. The other part is
safety. They're evolving to better avoid predators. These beetles, they're evolving to try
and become another color so that they can better hide from this bird which comes in
and keeps taking them out. In their habitat, evolving to better suit, changing habitat
conditions. If they're in a climate which is getting more polluted, they've got to evolve in
order to be able to withstand that or if they're in an environment which keeps getting
hotter and sunnier, they need to evolve in order to be able to handle that. In nature,
animals and different plants and species and all of that, they have to evolve to really,
to survive with these three main functions and in business, different species survive
through three functions pretty much the same like nature and one is food and evolving
to better serve customers and make money. In business, the food is money and if you
don't believe me, see how long a business last for without money. Without money, any
business will die and it dies fast and it's pretty much just like not having any food or not
having anything to eat. Food for a business is it's money and it's cash. In order to
make money, the business has to best serve the customer because if the business
doesn't serve the customer well, then they're not going to be able to get the money
from the customer because the customers is going to buy from somebody else. That's
one way businesses have to evolve. The second one is safety and this is evolving to
better avoid competitors. Just like there's that bird that keeps coming in and taking out
the beetles, in business, there's different competitors who come in and they start
swallowing up market share and they start taking out all of these different businesses
and a massive one which just ate up a huge part of the market is Amazon. There were
companies who didn't think Amazon would be a threat to them at all and it just tore
them up. Even entire chains and multi-billion dollar companies got torn apart by
Amazon and that's a massive force in a lot of markets. If a business doesn't evolve to
better avoid the competition, it will get taken out and then third is habitat and that's
evolving to better suit changing market conditions. If customer preferences are moving
one way like an example is technology, that's obviously a trending customer
preference so evolving in order to make your business more tech savvy or if the laws
are changing or if all of these different things are changing in your competitive
environment, you've got to be aware of those and evolve your business for that as
well. For beetles at nature, the number one priority is to avoid birds and survive and
the species which fails to evolve will die because the bird is going to keep coming in
and taking everyone out. In the example of the beetles which I showed you, the
number one priority, the number one driving force is to avoid those birds through
evolving and changing color. The number one driving force and the number one
priority for businesses is to evolve to better serve the market and in doing so produce
more profit. The number one thing a business needs to do is make profit. Without profit
and without money, any business will die. It doesn't matter how nice the people are, it
doesn't matter how smiley there are, it doesn't matter how awesome their website
looks, it doesn't matter ... nothing matters. If the business can't make money, it's gone.
In order to make money, the business has to serve customers and it has to be
competitively serving customers so that it can get money because that's how a
business generates money and the species which fails to evolve will die and this is
what we call survival of the fittest. In nature and business, the key is always survival.
The best way to achieve it is through evolution. Here's some examples of extinction
and in nature and business. You might be wondering how are these two closely
related? They sound completely different. I've got some images of some extinct
animals here like dinosaurs and mammoths and things, but then on the other side of
the screen, I've got extinct businesses like big ones, like Borders and Target and
Blockbuster. These things aren't even very old. I know mammoths and dinosaurs are
really old but Borders and Target and Blockbuster, these things are pretty new. They
were thriving businesses not that long ago. The same way animal species die out and
become extinct, business species die out and become extinct. If businesses fail to
adapt to changing market conditions, they will die out and eventually become extinct
as new, more evolved species take their place. It's quite simple. If were to sum it up in
three words, it's evolve or die and here is a quote from me. It's a pinup which is
available for download below this video in the resources section. This is a powerful
thing to understand. It says when the facts change, I change my mind. In nature, life
and business, the rules of the game are constantly changing. What serves you at one
stage of development might harm you at others. Facts in life and in business change
too. When the facts change. I change my mind. It doesn't matter how deeply rooted or
sacred anything is. When the rules of the game change, I dispose of it and evolve for
new conditions and in nature and business, it's not the strongest of species that
survives nor the most intelligent, but rather the one most adaptable to change. This is
something which you can print out and pinup on your wall. This is a powerful thing to
understand about natural selection in nature because this goes so many ways. If you
don't evolve your mindset, then your going to have problems and if you don't evolve
your business, then you're going to have problems and if you don't evolve yourself like
you're going to have problems and what people don't understand is they think that if
something's a fact, it's a fact and it never changes and a fact is just set of ... for all of
remaining time, once something's a fact, it's a fact. Once people believe something
they think, "That's it. This is the way it's done. This is the way it should always be done
because this is the way its always been done." The truth is is that facts change all the
time, even the biggest facts in the world change. Most people cling onto those facts
and they don't want to change. They reject change or they even fight change. Often
when things are changing, people are putting up a fight and they're saying like, "We
refuse to change all of this." But what happens, what those people don't understand is
that if they do that, then they going to get wiped out. Naturally, natural selection is
going to cull those people from the population because they are not able to adapt and
change. In your life and with your business and everything, you want to be open to
change and adaptable to change because that really is one of the secrets in being
really successful. I've learned to really be able to evolve and change myself really
quick almost immediately. I can be thrown into chaotic circumstances and situations
and environments and quickly gather the necessary information and just totally change
everything around in a back and that's probably the most important skill to have of
everything and you might be wondering what this has to do with consulting and getting
clients like what is this natural selection stuff have to do with that? This entire program
has been designed around the central theme of evolution and it has three main
focuses. Number one, is to evolve the way you perceive reality by teaching you my
alchemy paradigm and world view. A lot of people have old faulty paradigms. The way
they perceive reality, the way they perceive themselves and business and money and
all of these things, it's wrong and it's faulty. One of the things which we are doing in
this program is evolving your paradigm and bringing that to a more accurate perceiver
of how things really are. That's one thing we're evolving. Number two, is to evolve your
work and income by teaching you my scientific method of consulting. The other thing
we're evolving is your career. A lot of people come from low income jobs or low
income businesses which they own. Some people don't even ... some people come
into this program, they don't even have a job. Some people don't have a skill set or a
niche or any of the stuff. Some people don't know anything about business and that's
fine because we evolve their work and income by teaching them the scientific method
of consulting. We get people to evolve themselves, their skills, their understanding of
business and everything and by doing that, we're able to evolve their income. We're
able to take people from low income earners and people in debt and everything into
people who make massive incomes and that's how we've created so many millionaire
consultants and so many six-figure consultants. The most success stories in the entire
industry by a mile. Then number three is to train you to become a consultant that
advances the evolution of participants in your chosen niche or market. What I mean by
this is this training program really teaches you how to find a niche and then be a force
for change and improvement within that niche in order to evolve people and bring them
more up-to-date with their environment and how things are. The truth is, when the
facts change, most people don't change their minds or their ways and they're stubborn
and reject change, some even fight it. Nature will cull these people and as a
consultant, your main role is to find niches or markets where the facts have changed
but participants haven't so that you can be the driving force helping them to evolve.
This is a powerful sentence here because in week one, when we're taking a view on
the market and seeing the chart of truth and all of those things which was in the taking
a view on the market module in week one. We're really looking at different niches and
markets and we're seeing what the status quo is and what most people believe to be
true. What we find a lot of the time is that most participants in a niche think that this is
the way things should be done and this is the way that they should run their business
or this is they should run their personal life or whatever. It doesn't have to be business
or financial. It could be any form of consulting or coaching. People believe these things
are the facts, but in reality, the facts really have changed and these people are not up-
to-date. There's a gap. People are believing something to be true when it's actually not
and when that happens, it's very dangerous because those people in those
businesses start facing a lot of issues and if they don't change their ways, then
eventually those businesses fail and eventually those people who don't address the
issues, they get sick and people even die. If people don't evolve and don't address
what's required of them in their environment or nature, then they really do die. It is so
important and as a consultant, your main role is to find niches or markets where the
facts have changed but participants haven't so that you can be that driving force
helping them to evolve because when you help people evolve to where the
environment is away from where it's been, if people are clinging back to that and
they're stuck and they're having issues, then you're really helping a lot of people when
you're helping that entire niche and the entire market evolve. That's a big part of what
I've been doing in this consulting industry. It's being very old and very stagnant and
boring and it was done traditionally with cold calling and going to visit people in person
and wearing suits and all other stuff. Doing massive proposals and charging people
per hour and you get my point. It was done pretty much on an abacus. We may as well
have bought our own abacus to the business and just sit it up on our disc and start
flicking some counters across. That's how ancient and the industry was when I first
came across it and I noticed that it needed to evolve and I have been the driving force
in this industry helping it evolve. As a consultant in your niche, you're going to be the
driving force helping your niche evolve. Some examples like Andrew Argue, he's one
of my seven figure students and he's helping accounting firms of evolve. He helps
accountants improve their way of getting customers and also improve the way they run
their business by helping them get more tech savvy, by helping them understand how
to sell, by helping them understand how to market and he's really helping accountants
evolve and get in line with the way the facts have changed. He's been able to grow his
business. He started working with me in January last year and as of right now, he's at
$500,000 a month which is half a million dollars month, that when he started with me in
January last year, he was only at 17,000 a month and that's because he's helping an
industry that really needs help. They haven't moved with the times and they're not up-
to-date with the new facts. He is a driving force there. Hopefully now you can really
understand what your main role as a consultant is and what you're really helping your
clients do and the whole niche and market do as a collective group. Here, I have the
diagram of how we really add value to people as a consultant and we help people go
from their current situation, to their desired situation and we do that by positioning
ourselves and our offer as the vehicle to do that. By helping your niche or your market,
bridge the gap from their current situation, to their desired situation. You're helping
them evolve and survive in the forever changing and competitive environment and
you're playing a critical role in nature. You're really helping people. That is the main
role of a consultant. When you align your business with these principles which I've
outlined here, it is like a sure fire success. If you find a market where people are
distorted from the truth and you're really helping bring them to the truth and you're
helping add value to people's lives, you're going to be rich. That's how business works.
The amount of money someone makes is a reflection of how much help and how much
value they provide to the marketplace. We've explained natural selection to you in
details and now hopefully you thoroughly understand natural selection which is
awesome. It's a powerful thing you want to constantly be evolving yourself, your
mindset, your skills, your knowledge and you also want to be evolving your business
all the time because things never go static. A lot of people think that once they're good
at something, it's done but that's not. You're never done in life. It never ends. The
moment you stop evolving, you die. It's so important to remember that. Now, let's get
back to client attraction and let's show you how this understanding of natural selection
applies to client attraction. How we use natural selection to find the right clients and
attract them to us? The big problem when it comes to client attraction is knowing how
to identify the 3% of a niche that is ready to buy now because like I've said, only 3% of
any niche or market is ready to buy now. That's not say they won't buy overtime.
Overtime, lots more people are going to buy but I'm talking about right now at any
given moment when you're out there trying to market, now they're trying to sell. Only
3%. This is the big problem with attraction, with client attraction. Only 3% of any given
market is ready to buy right now and how do we know who the 3% are? Do you know
the answer? We use natural selection and this is powerful stuff. Let's look at some
specific examples to help you understand how this process works and really help you
understand how natural selection can be used in order to find that 3% that is ready to
buy now. How do animals solve the client selection problem in nature when hunting for
food? Here, a lion is faced with the client selection problem and he's thinking what
participants in his chosen niche should he chase and what participants should he
ignore. This is pretty much the same problem that we as a business owner face, when
we are looking at our niche or our market. We're looking at a herd of people, they're
categorized together by some characteristic. Here we're looking at a big hood of water
buffalo, but in business we could be looking at a big herd of plumbers. They're
grouped together with some characteristic, that's what makes them a niche or a herd
or whatever, but we need to know which ones should we chase and which ones should
we ignore, what plumbers should we allocate our effort and our attention and our time
to and which ones should we ignore, which plumbers are going to buy and which ones
are just going to waste our time. Here, which water buffalo are going to be able to
outrun us and which ones are we going to be able to catch if we're a lion? It really is
the same problem we're faced with. Do you think the lion would chase all of them with
equal effort and attention applied to each one? Do you think the lion would run out
there after one water buffalo and run after the other? It just wouldn't work that way.
First of all, it's impossible that it will be gone by that time and it would have scared
them all off and he would be too hungry and he'd run out of food and die. He couldn't
do that and that doesn't work in nature. You can't just do things like that in nature. In
order to survive, you need to be smarter than that. Lions use natural selection to
identify the 3% who are ready to eat now by intimidating the zebra or the water buffalo
and then watching the 3% identify themselves. Instead of equally chasing every single
one which wouldn't work, the lion intimidates them and often starts slowly running after
them or it steps out in front of them and scares them. It's not really trying to catch any
particular animal when it first steps out, it's just trying to make the herd scatter. It's
trying to fragment the herd and see which are the slow ones or the week ones which
are going to be hanging at the back or maybe there's a wounded one which is going to
be just an easy picking. When the lion moves out, it just scatters and fragments the
herd and it just immediately can see. The herd goes from being like a 1000 water
buffalo or a thousand zebra to just being like two or three and that's how they're able to
do it and they do it with pretty no effort. They're not chasing all of them. The lion will be
dead by the time it did that. It's smart. It uses natural selection and the 3% identify
themselves. When the lion can see the 3% who are reedy to eat now, he makes his
move on them and ignores the rest of the pack, the rest of the herd of zebra or water
buffalo. He doesn't even look at them, he doesn't care. All he's worrying about is
getting fed now and he has laser focus on the 3%. Lions let natural selection do the
work for them and then they make their move on their specific targets. Once they know
what that 3% is, they go for them and they attack them. That's an example of client
selection in nature, but what about client selection and business because we're not
really lions and we're not really trying to hunt zebras. We're people in business with a
consulting business trying to get consulting clients and make money so some of you
might be wondering how do these two things connect? We'll, you're going to see how
the two were extremely connected. How do businesses use natural selection to identify
the 3% who are reedy to buy now? With the lion, he was looking for the 3% who are
ready to eat now. With business, we're looking for the 3% who are ready to buy now
from us and this insight which I'm about to teach you is so profound that if you
understand it correctly, you will be unstoppable in business. If you thoroughly
understand what I'm about to show you here like I can't see any possible case how
you couldn't become extremely rich because it's just probably the most powerful
driving force in all of business. This example really, really explains things clearly. It's
just like the lion example. It's a specific example and this happened in real life and I've
called it how Steve Madden Shoes use natural selection to identify the 3% of shoe
designs that customers were willing to buy now. Steve Madden had basically ... We'll,
I'll go through the story here. Steve Madden Shoes had 20 or more, I think it could in
between 20 or 30 shoe designs and Steve Madden, he was a guy and he designed all
of these shoes and he thought they were all really good. Other members of the
company thought they were all really good too and they couldn't figure out which once
should we cut and which ones should we not stock and which ones should we stock
because it was a really tough decision. They didn't really know. Then they were
confronted with a big issue. They had 20 plus shoe designs and they couldn't afford to
manufacture large supplies of all of them. Department stores were not willing to stock
20 plus different shoes either since retail space is precious and valuable. You imagine
you've got 20 shoe designs, well if you're going to get different shops to stock them for
you, they're going to want inventory and you've got to provide that inventory to them
and you don't really know which inventory is going to move and which inventory is
going to sell and what inventory is not going to sell. The last thing you want to have in
retail is stale inventory which is the inventory which you can't sell because that's just
pure wasted money and that's how you go bankrupt, but the other thing you don't want
to happen is you don't want to not manufacture or you don't want to not manufacture
enough of anyone particular item because if it ends up being a hot item and selling just
everywhere and everyone loves it, then it sells out real fast and customers can't buy it
and you can't produce it because you've already done your run of manufacturing and
you're again, you have massive missed opportunity. Manufacturing businesses are
faced with this massive problem and Steve Madden had 20 of the shoe designs and
they didn't know which ones to go with and which ones not to go with and not only that,
but they didn't know what sizes to manufacture. With shoes, you've got different colors
and different sizes and you've really got to predict with a lot of accuracy what designs
are going to sell and how many of them and then within those designs, what colors
and then within those designs and colors, what different sizes. You think about that for
a moment. It's a very, very tough issue to be faced with. How could Steve Madden
Shoes predict what shoes would be liked by their niche or their market ahead of time?
How could they know? How could they really have a crystal ball and be able to predict
what is going to happen in the future? What sizes are going to sell, what colors, what
style, everything. A lot of people think this is an impossible task and pretty much for I
would say 99.999% of the world thinks this is an impossible task but it's not we can do
something very smart here and how could they identify the 3% of shoe designs that
their niche or their market was ready to buy now? How did they know what those three
designs were? Well, they used natural selection. Just like the lion did. Steve Madden
shoes set up three display stores in popular locations around America like New York
City and Manhattan and in LA and different, I think they had four shops which they set
up which were in hot areas where trendy people were and trendsetters were and early
adopting customers were. They set up four stores and then they stocked them with all
20 shoe designs. They manufactured all 20 shoe designs, but they did something
really, really, really smart and they only stocked the stores with one pair of shoes per
design and they had no additional sizes and no additional stock or inventory. Each one
of these stores it had the range of 20 different designs, but they didn't have any
inventory and they didn't have any different sizes. They'd literally just had the shoes
that were on display. They had absolutely no inventory. Just what was displaying on
the shelf. I'd be thinking there, it's crazy. That's stupid. Why would they do that? What
they did was pure genius and they set up the stores to test what shoe designs their
niche and market were ready to buy now and the people would say they wanted to buy
a pair shoes and then Steve Madden the company would mark that design with one
point and then apologize to the customer because they couldn't sell it to them but they
could do a back order. What happened is people came into these different stores and
they walked around and they spotted the ones they liked and everything and then
they'd asked the staff, they'd be like, "Hey, I want to get these ones or I want to try
these ones on." The staff were cleverly recording all of this down on paper and
everything and they were able to see which items, which shoe designs people were
interested in purchasing and then they couldn't sell it to them because they only had
one item of each shoe, but they would offer to take ... they would apologize, they
would offer to take people's names down and then they'd called them back when they
had it in stock. A lot of people left their name and everything. At the end of their testing
period which was about two weeks, now only really 14 days because they are in high
foot traffic areas and central big cities. They knew which shoes their niche wanted and
was ready to buy now and they knew which shoes were a total failure. They had 20
designs. They knew the two designs which were hot and everyone wanted to buy and
then they knew all the other designs which were not hot and no one was even
interested and no one even really looked at them. They were able to tell who the
winners were and what the winning shoes were and what the losing shoes were. They
let natural selection do the work for them so they could identify the 3% of shoes that
their niche and their market were ready to buy now and not only that, they knew the
3% of sizes too and this is just pure genius because as a manufacturer, you've got to
predict not only the designs that you're going to sell, but then you've got to predict of
those designs what colors. Steve Madden knew the colors as well. They knew that
these ones were more popular than these ones and they also knew that this color and
that model was more popular than that and not only that as if it couldn't get any better.
They also knew what sizes because out of all the people that came in, they recorded
the size, the color and the shoe design that their market wanted and what they found is
that there was skewed distribution in every single one. Most people wanted to buy one
design of shoe and one particular color and most of them wanted it in this one size.
That's often what we see everywhere in the world and everywhere in life and business
is distribution is never evenly spread. Its massively skewed, that's how we get the
80/20 principle and things like that. What they noticed is that they just needed to order
pretty much out of all the shoe designs they had, only two of them were really worth
manufacturing. The risk weren't even worth worrying about. They knew the two and
they knew what colors the two needed to be in and they knew what sizes those
needed to be in. They were able to accurately or they were able to predict that and
they knew what the 3%, what our 3% of shoe designs, colors, sizes the market wanted
and they did this through using natural selection. Just like the lion moved out into and
stood in front of the herd of zebra or the herd of water buffalo, he doesn't even move.
He's not even trying to catch anything at first. He's just standing out to scatter the herd
and fragment it and see which are the weak ones in the pack so that he can just chase
after one of them and not have to worry about all the others. What Steve Madden did
is they set up these stores and then they had their market come in and they were able
to identify which ones they were going to ... which ones were going to sell really well
and the two strategies are pretty much identical. Both of these examples, both with the
lion and with Steve Madden is an example of natural selection and as soon as they
knew what shoe designs and sizes were hot, they started manufacturing those specific
ones in bulk because they knew that conviction that these ones were hot. They called
up the manufacturers and they just started manufacturing them in massive quantities
and then, they provided them to the department stores to stock on their shelves for
distribution. Instead of building their own shops and everything, they just pretty much
closed down those test shops, they were only pop-up stores. What they did is they
knew that these shoes and these colors and in these design and in these sizes were
hot because they had done their test. They called up all the different department stores
and said, "We know, we guarantee that these shoes are going to sell." The department
store takes a bit of inventory and it tries it out and sees if they're going to sell or not
and if those shoes don't sell, then the department store send them back and they're
like, "We don't want to stock your shoes. These things don't make us any money." But
what happened is when these different department store stocked Steve Madden
Shoes, they just sold like hotcakes. They're the hottest selling items in the entire store.
The department store kept calling back Steve Madden. They keep providing them with
more inventory. It just went crazy. The shoe designs were the hottest selling shoes in
all of the department stores and they sold like hotcakes. Steve Madden shoes these
days and back then as well when I'm talking about the story, it sells 200,000,000 pairs
of shoes each year and it makes $1.4 billion each year. This is just a shoe company
and it was started by just a dude like making shoes in his house. They sell 200 million
shoes. That means they attract 200 million customers and they make 1.4 billion a year.
The company's worth billions. This is the power of natural selection. It is so powerful
that I can hardly get ... I'm trying to get my point across as much as possible, but this,
using natural selection is the most powerful thing you can possibly do in life and
business because you're seeing what preference of trait nature itself has said and its
genetic programming. Once you can see which trait nature wants, then we're just
stepping in as a supplier of that trait. If we're in our particular niche and we do our
testing and everything and we find that one particular people have one particular
problem and they need to solve it by doing this one particular thing. If they do that,
then things are going to be good. Well, we know within our niche what nature has said
as its preferences for genetic traits and now we're just the supplier of those genetic
traits and we know it's going to work because that's the preferences which nature has
set for it. It's like an example of the green and brown Beetles where this bird kept
coming in, flying in and picking off the green beetles. Imagine if one of the beetles was
able to sell like ... was able to sell a colored transformation service. They set up a little
shop and they were like, "Come in here and we will transform your shell brown
overnight and it costs this much money." Well, that would be the richest beetle in the
world. If they knew how to do all of that stuff which they don't but you get my point and
it's like, imagine if it's an enterprising zebra set up shop and it started selling like
special services and training to help them run at the front of the herd when a lion steps
out and intimidates the pack and separates everyone and gets them to scatter. Well,
that would be an awesome thing to buy and those two situations with the beetles and
with the zebras, those services are so crucial that they're crucial for the survival of the
individual. It's like the beetle or the zebra is buying life extension. It's busy buying
survival. That is how powerful natural selection is. That is why we use it. We really
want to be attuned to our niche and we want to know their problems, pains, fears and
desires and we also want to iterate and keep testing and keep forming hypothesis and
seeing which ones are accepted by the market and which ones are rejected. It's
amazing how quickly it happens. With this process which I've set out in this program,
you're able to very quickly see what nature has set its preferences for in genetic traits
and genetic mutations within participants in that market. We literally have in this
program a framework and a methodology for observing a niche in a marketplace and
doing specific actions to see the actual preferences that nature has set ahead of time
for the evolution of the species and then we're coming in as a supplier of that
evolutionary trait which is required for the survival of the participants. Andrew Argue
and the accounting niche, he did his hypotheses and his iterations and everything and
he struck on the ... He really understood. He thoroughly understood what preferences
nature had set for traits for accountants and he could see that accountants were
behind the times, they needed to learn how to sell, they needed to learn how to market
and get customers and they also needed to get their businesses online and they
needed to really lean their businesses up. They were usually really old school paper-
based in these offices with all of these different staff doing things that computers could
easily do. He could see the preferences which nature had set for accounting and
accountants and inside the accounting niche, the accounting environment and now he
is selling training and services and advice on how to become more evolved and how to
really add those those traits to your business so that you can win and survive in the
accounting environment. That truly is what he's doing. If people, if accountants in the
accounting environment don't take Andrew up on his offer or don't educate themselves
on how to evolve, then their businesses are going to get wiped out. If people in the
consulting industry and in my consulting niche, if they don't educate themselves or if
they don't buy my program and learn, well they're going to get wiped out. I mean, I'm
training people every single day on how to be a seriously powerful consultant. I mean
you've been through this training. This thing is like nothing else there is out there. If
someone has this training in their hands, they are dangerous. If someone has this
training in their hands, it's bad news for the other people in their niche because they're
just going to turn like into a super human species within their niche because they're so
much more evolved. They're so much more intelligent, so much more agile. If you've
got this training in your niche, then you should be among the most evolved within that
particular niche and you're able to help the other less evolved people out by helping
them obtain those evolutionary traits which are required for survival in nature.
Hopefully, you understood what the main message I'm trying to get across here with
natural selection and how powerful it is because I've looked at a lot of different forces
in business and in life and mindset and everything. When it comes to making money,
mindset is important, sales is important, but truly I think one of the things which I have
which really contributes to my success is my ability to really know what nature has
selected in terms of its preference in traits. I'm able to see what species has an
advantage and what species is at a disadvantage whether it's businesses, whether it's
people, societies, anything and I'm able to very accurately predict what's going to
happen with different things. When I'm able to do that, I'm able to step in as a supplier
and really help people out and make a lot of money in the process. It's like being able
to be a beetle that sells color-changing services to other beetles so they can escape
those birds. That's really what I'm able to do in my niche. Here is a direct comparison.
We've got natural selection in nature. Lions solve the client attraction problem by
stimulating the market and watching the 3% identify themselves. They don't even
really chase them. You can watch a video on YouTube of lions catching prey. They
don't just start running. They just stand out there just chilled out. Then they just
intimidate the herd and then the whole herd starts running and scattering and
fragmenting and the lions just chilling out watching what's going on and then it's able to
see that 3% and once they know who the 3% are, they move on them with conviction.
Once they lock eyes on the one which they are going to catch, it's game over. Once
they lock on that target, it's done. They move on them with conviction and they catch
them and they always get their pride. Once they set on that target, it's done and this is
an example of survival of the fittest and only the strong survive. Within the zebras as
zebras ... let's say zebra or water buffalo is a niche or a species, the zebra or the water
buffalo which are good at spotting lions and good at positioning themselves in herds so
that they can quickly run or that train themselves to be fit and fast, they're going to
survive. Those species who can adapt and everything, they're going to survive and
they're going to outlive the other ones and then natural selection and business. Steve
Madden Shoes solved the client attraction problem by stimulating the market and
watching the 3% identify themselves. They set up the shops. They put the 20 plus
shoes in there and then they let people come in and they saw which ones people
wanted and which ones they didn't. Once they knew what the 3% were, what the 3% of
shoe designs were, once they knew what the hot designs were, they moved on them
with conviction so they moved on it just like that lion moved on that zebra once it locks
its eyes on it. They called out manufacturers and they just ... they went big on
manufacturing and then they went to the distribution chains which were the retail
stores and they are the department stores and they provided a lot of volume. Survival
of the fittest. Only the strong survive. In the species of shoe designs or different shoes,
only the shoes which were selected by the customers in the initial test were
manufactured and actually went to market. All the other shoes which didn't get
selected by the market just got put in the trash. They never even got manufactured.
They never even got put in department stores. They just got culled from nature and
only really two pairs of shoes made the cut and actually started getting distributed.
This is an example of natural selection in both cases. When it comes to client
attraction for your consulting business, how do you use natural selection to identify the
3% of your niche who are ready to buy now? Just like the lion looking at the herd and
just like Steve Madden Shoes looking at all of the different shoe designs, how do we
know the 3% of our niche or our market who is ready to buy now? This is how we use
natural selection to identify the 3%. Four-step process. Number one is you must have
a specific niche market selected in order to target them. For example, if a lion is
hungry and it goes out and it doesn't really know what it wants to eat and if it's like,
"Well, maybe I'll chase a water buffalo, then I'll chase this thing and this thing. I don't
even really know what I'm going to after." In any case, if an animal in nature doesn't
know what it wants, it's never going to get it. With any business, if they don't have a
niche and if they don't know specifically who their herd is or what herd they're going
for, then they're never going to be able to find it. First thing you must have a niche and
everyone should have a niche by now because we got that out of the way in week one.
Number two, you must do some research to understand your market's problems, pains
and desires before hand and hypothesize about what you think will happen when you
apply your niche-offer-result formula. We did this in week one. We did research and
we talked to our market and we came up, we took a view on the market and we really
came up with what we thought the market needed and we came out with our
hypothesis, our niche-offer-result hypothesis worksheet. We created that. To give you
an example here, if you don't do some research and understand your market, then it's
like being a baby, it's like being a small baby zebra or something in nature and it not
knowing whether it can eat a lion or not. Let's say there's this massive herd of ...
there's this massive pack of lions like 13 massive lions just lying on the ground and the
small tiny zebra thinks, "Okay, well I'm just going to run out there and I'm going to go
and eat a lion." Well, if that zebra runs out there in front of those lions thinking that it's
going to be able to eat one of them, it's going to get eaten itself and it's going to get
wiped out. It's going to die. This is what happens when you don't do your research and
when you don't have a hypothesis beforehand and when you don't test things
hypothetically before doing them in real life. If in nature, if that small zebra was able to
do some research and form a hypothesis, then it would find out that that was a really,
that idea was stupid and that that idea probably wouldn't work. I know that's an
extreme example, but it's the same thing. We need to do our research first and we
need to understand the market and its problems, pains and desires beforehand. Then
we need to form a hypothesis about what we think will happen and only once we've
done that do we actually go and take action because it is so important to do that and
then step three, you must stimulate your niche market with a piece of stimulus
designed to appeal to their problems, pains and desires and solicit a response. When
you do this, your niche market should fragment and you should be able to identify the
3% of people who are ready to buy now. Just like the lion stands out in front of the
herd of zebra, it intimidates them by doing that and then the whole pack just starts
scattering and fragmenting. The lion just waits and then it can see the three or the one
which it's going to go after and then it goes after them. When we do this, we are
putting out an ad like we're putting in, we're putting out an ad on Facebook or we're
sending out emails to different people or we're sending out direct mail to different
people and those marketing messages and those things we put in front of people, that
is our stimulus. That is our way of standing in front of the herd and watching it
fragment and scatter. What happens is when we send out some emails to let's say a
hundred people, most people probably won't reply and those are kind of like the ...
that's kind of like the people that run away in the herd of zebra like most of them
disappear and then there's some left at the end and you're able to see what a natural
selection has done. When you send out an email to a hundred people, only ... Let's
say only 20 people reply and then you go through some more emails trying to learn
more information and then you try to set up a phone call. That group of 20 people who
replied then that thins down into a group of say 10 people and then you try and get
them on the phone and then that thins down to a group of five people, then you speak
to all five people on the phone and then one out of that five ends up buying and
becoming a client. That's natural selection right there. That is it at work so the initial
thing which we're doing is putting the ad or sending out the email and then that's the
initial scattering of the herd and then we send some more emails that's more scattering
and thinning of the herd and then we get them on the phone, more scattering and then
once we have them on the phone and we close them, that's the final one which we end
up with in any case. It's just like when a lion goes after a herd, it stands in front of
them, watches them scatter and then it sees a small little group of maybe three or four
hanging back that might be wounded or young or something and then lion starts
running after them and then as it runs, that group of five will start to fragment to and
then it ends up with just one at the end. That's the same thing except in our case,
we're not going out and eating people in our market. We're actually going out and
helping people in our market. Don't get those two things mixed up. When we work with
someone as a consultant, we're helping them get stronger and we're helping them
evolve more so that they actually don't become one of the species that gets wiped out.
We're doing quite the opposite of the lion. It's more like we are trying to protect our
niche and our clients from getting caught by the lion, but in any case this is still natural
selection at work and this is how we play our role. This is really powerful because
instead of just chasing after all of them or confusing ourselves about forever trying to
figure out what ones do we go after and what ones do we not go after, we get to find
out for sure who we should spend our time on and that way we get to allocate our
resources, our time and our attention on the people that are highly likely to buy and
then forget about the other people who are going to waste our time just like the lion is
not going to bother trying to chase everything. He'll starve and die before he gets
anything to eat. When you identify the 3% of your niche market who are ready to buy
now, you must strike immediately with conviction and convert them into a paying client
and you should forget about the rest of the market. Let's say you send out a hundred
emails and then you start emailing, you reply back to different people, you get them on
the phone. When you find someone who's the perfect fit, you have to strike and get
them on the phone. Once the lion has scattered the herd and fragmented the herd, he
doesn't think, "I'll chase that one tomorrow." Because tomorrow that is gone. When
you do this stuff and you identify somebody who is hot and likely to buy your services,
you've got to strike. You got to strike while the iron's hot because it won't just to stay
hot. That's how it works and this is how we use natural selection to identify the 3% of
people in any niche market who are likely to buy now. The truth is that only 3% of your
niche market will be ready to evolve at this current moment in time by purchasing your
consulting services. Even though we, it might be absolutely abundantly clear that
people within a particular niche need to evolve, otherwise they risk getting wiped out. It
might not be clear. It often never is clear to the people in the market. They often are
hanging on to the old facts and they haven't adjusted to the facts, the new facts. Only
3% of any niche market is ready to evolve at this current moment in time and that's
how it happens. It happens gradually. There's a group of people who usually move
early and then as more people start to move and more, a more, a more it speeds up
but in any given point in time, only 3% of any niche market is really ready to evolve.
Instead of trying to fight nature, we go with it and use it as a tool to our advantage. I
see so many companies out there just dialing numbers, cold calling and just punching
the phones and they're trying to brute force their way through their business. Like I
said, it's better than doing nothing. If you're doing nothing, well it's way better be doing
that but it's a very inefficient strategy. Trying to charge through a massive number and
just of people and trying to just dial them all is really fighting nature and whenever you
fight nature, you don't come out too well. With our process and our methodology and
our understanding of everything, we use nature to do all the hard work for us. We let it
thin the herd for us without breaking a sweat and then once we know who we need to
go for, we go for them. That way, we're able to run our business with a hundred times
more productivity and a hundred times more efficiency. My business, it's as ... Last
year, we did 18.25 million. This year, we're on track to do 50 million. At this point in
time, I have almost 20 stuff. Just to give you some perspective, my accountants, they
see that the average business that makes as much money as mine has a thousand
stuff. Think about it for a minute. The average business that makes the amount of
profits that mine does has 1000 stuff, but my business somehow has 18. What is going
on there? There's a big difference between a thousand stuff and 18 and we should be
able to get to a hundred million with 50. That's unheard of. There's no companies that
do that. It's like you're a total unicorn if you do that and you have to ask, "How does
that happen? Why?" It's because I am using natural selection and I'm using these
forces to my advantage. It means I'm not just trying to use brute force and just trying to
exert a whole lot of energy. I'm being really, really strategic and really smart when it
comes to who do we target, how do we target them and how do we really stand in front
of the market and thin the herd and know where we should allocate our time and our
resources and our money. In every single instance in my business, I use natural
selection to determine which particular area I should put my focus, attention, time,
resources, money everything. I always use natural selection as a way to find that
sweet spot to apply the pressure to. This is the alchemy of client attraction. This is the
real art and the science behind it and I wanted to give you an in depth understanding
of that because I think if you understand that, it's going to serve you in so many other
ways other than just trying to get clients. Don't get me wrong. It's going to serve you
immensely when it comes to getting clients which is awesome. It's going to make you
a lot of money but not only that, it's going to help you in the development of your
mindset, it's going to help you in the development of yourself. It's going to help you in
the development of everything because now when you're faced with a decision and
you have a large number of possible futures to choose from, you can use natural
selection and you can ... to really show you which choice of possible futures are the
optimal choices. When you're able to do that, life becomes really easy. For me,
everyday, if you think about a human being moving through life on any given day, they
have an infinite amount of information and they have all of these different choices of
possible futures. Take this action. This might happen in the future. Take this action.
This might happen in the future. There's all of these possible futures available for a
person and I don't know what to do and often they make the wrong decisions or often
they make a decision thinking it's going to work and it doesn't. When you use natural
selection, you're able to create small testing environments to get foresight into what's
going to happen in the future by seeing the preference that nature has set in its traits
of its evolutionary traits, the ones that nature prefers and when you're able to do that,
you're able to accurately predict what's going to happen in the future. Not a 100% of
the time, otherwise I would be the richest person in the entire world. I'm still working on
this, plus I haven't even been in business for very long. I still make mistakes, not 100%
perfect, but it is one of the reasons why I have been able to make such big bold moves
in different areas of life and business and be able to go against the odds and against
the status quo and pull through and really flip things over and change things because
I'm able to ... I'm very attuned to what nature's preference is and different traits. While
others use brute force to identify clients and in their niche market, we use the
fundamental driving force behind evolution and nature. This is our client acquisition
methodology so I'm going to show you the process at a high level view just again so I
can show you how we use this as a natural selection process because now that I've
explained natural selection to you, this will make sense in a totally different way.
Here's our client acquisition methodology. We have paid methods and organic
methods, this is how we get in front of our clients and get their attention, then we have
a value video then our survey and then our call. Very simple process. This is how we
take a total stranger to a paying client of ours and this first section here with the gray
background is our stimulus. Imagine a bird flying over the beetles, when the birds
flying over, all the beetles start scattering and then the bird can see like a few that are
left or a few that are slower than the others and then it knows which ones to target and
which ones to die for or when the lions steps out in front of the herd of zebra, it's able
to see the herd fragment and scatter and it's able to target a particular group or a
particular zebra and then it's able to go for them. When the zebra stand ... when the
lion stands out in front of the zebras, that its stimulus. A stimulus is a way to stimulate
and agitate the herd and for us to do that with our consulting business, we use paid
methods and we also use organic methods. Paid ones cost money, but they can scale
high. Organic ones are free and quick but they're often not that good with scale. The
second part of the process, once we've scattered the herd and fragmented it then we
need a fragmentation funnel. This is the value video, the survey and the call because
once we've just fragmented the herd initially, it's not fragmented enough. If we send an
emails out to a hundred people and 20 people reply, well that's still not fragmented
enough because if we speak to all 20 people on the phone for an hour, if only one of
them buys, that means we really wasted like 19 hours because we weren't able to
better identify the cluster in which the one client existed. Just like if a zebra ... If a lion
was stood out and it fragmented a herd, if there's a hundred, if there's only a hundred
zebra left in one pack, that's not fragmented enough. The lion still can't chase 100
zebra. It needs to fragment it further. In order to do that, it starts running after the
whole hundred and then the herd starts fragmenting further and further and further and
only at the point where there's one left really does the lion attack and eat. Our
fragmentation funnel is how we really continue to thin that herd and end up with the
3% of people on the phone ready to talk to us. Once they get on the phone, we still
have more fragmenting to do. We still have to thin the herd more and that's why
people we talk, some people we talk to won't buy. If we talk to five people, only one
might buy. The average closing ratio for most people in this training program is 20%
and that's very good by the way. 20% means that out of every five people you have a
phone call with, only one buys. Even once we get people on the call, more
fragmentation and more scattering of the herd is necessary and that's what we do with
the alchemic conversion script. It's designed in a way in which we further thin that herd
and then we only make offers to the people which we can help and then out of the
people we make offers to, only some of them accept and that's how we end up taking
a market of thousands of people and really thinning it down to one person and bringing
them on as a client. It doesn't matter that with thinning a herd of thousands or millions
or whatever into just one at a time because we can come back and feed as much as
we want. Just like the lion, it doesn't need to get to at one time. It doesn't need to get a
hundred at one time. That's stupid because it doesn't need it and it's also impossible.
For us, I think a lot of people think that they're letting the rest of the market get away
and they're letting the rest of the market go to waste, but it couldn't be further from the
truth. You can only really deal with one thing at a time. This process works very well.
Once you've closed the client and enrolled them in your services or your coaching or
consulting program, then you go back to the market. You do it again and you can do it
again and again. You could do it six times a day if you wanted. That's how it works.
What we're going to discuss in this module and in this week which is week four, the
alchemy of client attraction, we're going to discuss the stimulus. I've really discussed
the whole science and everything behind it. Now, we're going to dive into the specific
stimulus. What are the paid methods we use and what are the organic methods? What
do they look like? What are they? How do we use them? And when should we use
paid? When should we use organic? All those things. Now, that you understand the
science behind our client attraction process, let's discuss the specifics and let's take a
look at the different types of stimulus we use to revoke a response from our niche
market. There's two different types of stimulus that we use and I've told you this.
Organic and paid. I will introduce you to all of our organic attraction methods as well as
our paid methods, but before we do that, let's discuss first of all what makes a good
stimulus because most people get their priorities mixed up when it comes to creating a
powerful nerve-striking stimulus and when creating a powerful stimulus, your message
is the most important part. The method we use to show the message to your niche
market is just a vehicle to deliver the message so whether we're using organic or paid
or anything, that isn't which one we choose, which method we choose to deliver the
message, it's just a delivery vehicle. What's inside the delivery vehicle is the most
important thing and that is your message. Now, if your message which we designed in
week one in the module resonating your message, your message is the most
important thing when it comes to client attraction. It doesn't matter how awesome your
... it doesn't matter how awesome your fragmentation process and your funnel is, it
doesn't matter how awesome you are at Facebook ads and how much technology you
have and everything. If your marketing message doesn't strike a nerve with your niche,
then it's not going to work so a lot of people get this confused. They think it's all about
Facebook ads and all about funnels when in reality, the message is much more
important than Facebook ads and funnels. To bring this into perspective, if a rabbit
runs out in front of a herd of zebra, the herd of zebra isn't going to do anything. They
probably won't even see the rabbit and if any one of the zebra sees the rabbit. They're
aren't going to care. They're just going to be like and continue eating the grass. That is
exactly what happens when people use Facebook ads and they have a lousy
message. They think they're going into this market with all of this firepower and
everything because they're using Facebook ads and they've got an awesome funnel
and they've got all of the technical stuff but their message is lame. They stand out in
front of the herd which is their niche or their market thinking that big things are going to
happen, but they just look like a nobody to the niche and the niche doesn't even
notice. That brings it in perspective. If your message doesn't strike a nerve, then the
you're not going to get the herd to scatter and take action. You need to be able to
strike a nerve. When a lion walks out in front of a pack of zebra, they move and you
can just watch it on YouTube. When that thing stands out in front. The herd scatters.
This is fascinating. I was looking at some of this in my research but genetically, all
living things have programmed into their DNA and hardwired into their psychology and
everything since before they're born about what to avoid and what to and what to be
attracted to. There's this fascinated example where they found field mice and they
brought them into a lab and they had these field mice were brand new, they had never
been outside. They were born inside of this lab. These field mice had never seen any
predators ever in their entire life because they had never been outside of the
laboratory. What they did is they had a screen over the top of the enclosure and they
would play videos of different shapes and things which would appear to be flying over
the field mice like a square moving across, mice didn't do anything. They tried
triangles. They'd tried all different things then they started getting really creative. The
field mice didn't even notice anything on the TV which was on the roof of their
enclosure. They didn't even flinch or look at anything, it's like the TV wasn't there, but
then this is what will blow your mind. They then got an eagle like a video recording of
an eagle. They played a video of the eagle flying across on the TV screen and this isn't
even a real eagle. Remember, this is just a video recording and then the field mice
didn't respond to anything else, but as soon as that eagle was going across on the TV,
all the field mice just scattered. They disappeared. What's really interesting about that
is that those field mice had never even been outside. They were born inside in a lab
and they had no idea what an eagle was. They had never seen one before. It was
impossible and what happened is when they saw one, they knew to run away and
what that means is that in their DNA and in their programming, so deep in their
programming, that is in there as a genetic survival response. That's how deep that is
that they don't even need to learn that. They just know it from the moment they're born.
That's an example of a powerful stimulus. If you are marketing to field mice, if you're
trying to get the attention of field mice and you put a video of a eagle flying over them,
you would scatter the herd. If you were a lion and you were trying ... If you were trying
to scatter the herd of zebra, you would put a lion out there and it would scatter it. This
is what I mean by a stimulus. It has to be powerful. It has to strike a nerve and it has to
really get at something inside the psyche of the participant within the niche in order to
really strike a nerve and get them to react and respond because only when they do
that are you able to thin the herd and spot the different ... the 3% which are going to
make likely clients for your business. When we're looking at it like that and when we
put it in perspective like that, the message is the most important thing. The vehicle to
deliver the message in the field mice example was just the TV. The TV, it's just a
vehicle for delivering the message. The message was the eagle. That is a powerful
thing which I want to make sure everybody understands. We covered messaging in
detail in week one of the program and it's in the resonating your message module. If
you want to learn more about messaging, I mean you should already know a lot about
it. I taught it in detail in week one, you should already have your message hypothesis
worksheet and should be ready to go to the market and start testing your message and
iterating it to get it to the point where it does strike nerves but if you want to go back
and recap on that training, the module is called resonating your message. It's in week
one. Your message is how you get the attention of your niche market and to create it
we use this simple formula. I help niche to get result by offer so I help blank to blank by
blank and we fill in these variables. Andrew Argue could say, "I help accountants to get
a high value accounting clients through Facebook ads and through technology and
Facebook ads." But he also teaches them how to sell and things like that. I say to
people, "I'll help you grow your consulting business by getting more clients in a
predictable way through Facebook ads, funnels and proven sales processes and
methodologies." Or you could say, "I help women over 30 to lose weight through yoga
and pilates." Or "I help CEOs improve their wardrobe so that they have increased
confidence when they're at the office so that they can improve their careers and
everything." This is the formula which we use and when you get this formula right, it
will strike a nerve with your market and as the herd will scatter, people will respond to
the message, you will start getting clients and making money. A strong message is just
like when a lion walks out in front of a pack of zebra and it just scatters. Remember
that your message is the most important thing when it comes to creating a nerve-
striking stimulus and the method we use is just a vehicle to deliver it. Now, let's
introduce you to our different client attraction methods and we have two categories of
client attraction methods, organic methods and paid methods. Most people think that I
get all of my clients from paid Facebook ads and that's it, but that's not the case at all.
Here's my monthly sales volume by source, split out and segmented on a chart so it's
all very clear. Here's my monthly sales volume. 20% of my sales derived from list-
farming which means emailing my list, inviting them to webinars, things like that. 20%
of my sales volume comes from direct outreach so actually reaching out to people,
seeing someone who I think needs my services, reaching out to them on Facebook
chat or reaching out to them through email. Andrew Argue, I got through direct
outreach and Chris Evans and Taylor Welch, I got them through direct outreach. A lot
of my seven-figure case studies and a lot of my top students, my millionaire students, I
got through direct outreach and a lot of people think direct outreach, it doesn't work or
it's too simple or anything because they just want to do the ads, but the truth is it's very
powerful and I still use it today. Then 20% of my sales come from organic Facebook so
just creating a post on my personal Facebook page and on my personal Facebook
profile, not my business Facebook page. Just saying like just putting my marketing
message out there and asking people if they're interested in solving this problem or
getting this result and if they are, just call me and to send me a message and I get
20% of my sales through that and then the remaining 40% I get through paid
advertising using Facebook ads. This is how it is segmented like this and what's
interesting is that the red, blue and green areas of this chart, list farming, direct
outreach and organic Facebook, all three of these are organic methods which means
that 60% of my sales come from organic and only 40% from paid. While a lot of people
believe that a 100% of my sales come from Facebook ads, only 40% does and 60%
come from these other organic methods. 60% of my monthly sales volume comes from
organic methods while 40% comes from paid methods. If a lot of people I see them
shoot themselves in their foot, they just do paid methods and they ignore organic. If
you do that, you're leaving 60% of the money on the table. If there's a million dollars to
be made, you're only taking 400,000 of it and you're letting the other 600,000 just sit
out there for someone else. Let's discuss organic attraction methods right now. Let's
discuss what they are, how they work, all of that stuff. Organic attraction methods are
free, fast, easy to use methods that we use in order to stimulate our niche market and
identify the 3% who are ready to buy now. These are methods which we can use to
thin the herd and scatter it and fragment it and identify those people who we're going
to be able to sell. What what makes it different is that it's free to use. Organic methods
are free to use and they're fast. We can get them deployed quickly. We can scatter
that herd quickly and we can get a client quickly and they're also easy to use. The
advantage of using organic methods is they're fast to set up and deploy, easy to
understand, they are low tech. There's not any technology really involved at all and
they're free or close to free and they enable you to get moving quickly so you can get
your first client ASAP. Some of them are actually 100% free and some of them are
almost free that I've put them in the free category anyway because they don't cost that
much. The disadvantages of using organic methods is while they are fast to deploy,
they require manual labor to do consistently and they become a burden with scale.
Organic methods are awesome in the beginning but if you try and grow your business
like into the big numbers like high six figures, seven figures, eight figures, if you try and
push for massive scale with organic methods, it becomes a big burden because
there's so much manual labor required and often the processes break down and get
complicated. It's generally best when you're starting out and you don't have any clients
or you've just got a few clients. They work really well then, but once you get a bit
bigger you use the paid methods to scale. The ideal use case and application for
organic methods. You should use organic methods to get started immediately and land
your first few clients so that you can iterate and establish a proof of concept as quickly
as possible. In these early stages when we're going out to the market and testing our
hypothesis and seeing what we need to improve and what we need to do more of and
what we need to do less of when we're iterating and we're trying to find out what
nature has selected for our niche in these developments. We want to use organic
methods because they're cheap, they're fast and we want to use things that are cheap
and fast while we are trying to get proof of concept. As soon as we have proof of
concept, then we want to just make that proof of concept stronger, we can continue to
do that using organic methods and once we have that strong proof of concept, then we
want to start deploying some paid client attraction methods to start scaling things up.
That is the ideal use case and application. We have five organic attraction methods
that we teach you in this training program and here they are. Number one is organic
Facebook posts which are posts on your personal Facebook page designed to solicit a
response. We do a post on our Facebook page and some people respond to it, some
people don't. The ones who respond, we can private message them or whatever and
then we can get them on a call and then we can sign them up. Works really well. I
know it sounds too simple to really be true will work, but I'm telling you where it is so
powerful and it's so easy to use and I'm going to be sharing screenshots and examples
of all of this stuff really soon. Number two is direct outreach and this is personally
emailing a company or a person with a simple message to solicit a response. We
could just email someone or you could email a list of people and some of them will
respond, some of them won't. We can take the conversation from there and then work
towards getting them on a phone call so we can use our conversion script and then
move them into a paying customer. Simple, free, easy-to-use. Everyone has access to
these tools. People can do a Facebook post free, easy. People can send an email
free, easy. Number three, lumpy mail and this is ... Lumpy mail is physical direct mail
which we send to a company or a person with a message to solicit a response. Lumpy
mail is ... I'll show photos and templates and all the stuff real soon but lumpy mail is
basically physical mail sent to someone, but it has an object inside of it so that it is
lumpy and what happens is people think that they've got something from Amazon or
something. Whenever you get something in the mail and it's lumpy inside, you get
excited. You want to know what's in it because you think something, someone sent
you something interesting, however when you receive flat mail in the ... when you
receive flat mail, it's often bills and boring stuff. That's why we use lumpy mail and I'm
going to share the templates and everything with you soon and then number four, list
farming. This is bulk emailing your list if you have one. If you already are in business,
this is if you're already a consultant or if you're already got your own business,
awesome. There's a lot of people who come through this program and they've already
got something going and that's why I wanted to include this. If you already have a list,
the lowest hanging fruit for you to get your first few clients is by just bulk emailing your
list and using a message that solicits a response and I'm going to show you what
emails to use and how to do it all and everything in this week's training, but basically
we're emailing them, we're trying to get them onto a webinar, we get them to a
webinar. We do a webinar a particular way and then we get people to schedule a call
with us. There's a whole sort of process and workflow there and I'm going to share all
of those templates and everything with you. If you already have a list by far, this is the
low-hanging fruit, you should be going to number four immediately. Number five, the
JV webinar and this is ... JV is short for Joint Venture webinar. This is where you
partner up with somebody who serves your niche so that they can email their following
with a message that solicits a response. Let's say you were a rabbit and you wanted to
get the attention of the zebra. Well, if a rabbit was really enterprising and smart, it
would do a JV with a lion. The lion was able to get attention of the zebra. The rabbit
would go to the zebra and the rabbit would go to the lion and the lion would send a
message to the zebra and then there would be response. In business, this works really
well. What you do is you let's say you have ... I'll Andrew Argue as an example. He's
helping accountants get more customers and grow their firm through understanding
sales and all of that. He could go to accounting software companies because
accounting software companies have accountants as their customers. He could go to
them and say, "Hey look, why don't we partner up?" Invite people to a webinar. You
can introduce me on the webinar and then I'll do the webinar. I'll teach your customers
how they can sell and how they can get more clients as an accountant and the JV or
the person who you solicit to do this, if they really like what you've got to offer, they
might say sure and then you might come up with an arrangement to split any sales.
You might go 50-50 or something like that and that's a really good way to get
customers, however these last two, number four and number five, list farming in the JV
webinar. These things typically only work for consultants who have been in business
for a little bit and list farming, you have to have a list in order to be able to be able to
farm it. That one is simple but with the JV webinar, a lot of people aren't willing to
email their entire list or their customer base and risk their reputation with their people
unless you have a bit of history behind you. You've got examples of how you've helped
and you really know your stuff. If that is you at this point in time, awesome. JV
webinars and list farming, they are killer strategies to get clients, but if you're new to
this, the organic methods which you're going to deploy are organic Facebook posts,
direct outreach and lumpy mail. That's what you're going to use so those are all our
organic client attraction methods. We will cover each one in detail and provide step-by-
step processes and templates in the organic attraction methods module later in week
four's training. This is a module two in week four, module three in week four is called
organic attraction methods and that's where we go through each one of those five
methods individually and I share the templates and everything. That's the module
where we cover all of that. Now, let's discuss our second set of client attraction
methods and these are paid attraction methods. Paid client attraction methods are
highly scalable and automated systems that we use to stimulate our niche market and
identify the 3% of people who are ready to buy now. It's a way to thin the herd and
scatter the herd with like in scale. It's like a lion and being able to create a ... Well, a
smart example of it and nature is really a scarecrow. Instead of the farmer actually
being out there and having to run out and scare all the crows. They just use the
scarecrow. That's like a scalable automated system to stimulate that particular species
so that the farmer doesn't have to work so hard and that it can be done in scale
because he can't be there all the time. That's basically what we do with paid client
attraction methods. Instead of us being the ones which is sending emails or whatever,
we can use Facebook ads and Facebook ads are working and they're going out and
getting in front of the market and they're scattering the herd everyday, all day, all
around the world without you doing anything. It's an automatic and highly scalable way
to stimulate our niche market and really thin and scatter that herd. The advantage of
using paid methods. Well, they are highly scalable and can attract massive amounts of
clients with minimal human labor. They are automated and run like a machine/system
over long periods of time with minimal upkeep and time and put. Like I said with my
business, the amount of profit we make and we have like 18 employees, a business
that makes ... a typical business that makes as much profit as we do has a thousand
employees. One of the ways we do it is by using paid client attraction methods.
Instead of having a sales force hitting the phones everyday to sell as much as I do, I
would probably have to have 200 sales people just smashing the phones everyday
and even then I don't even know if we'd be able to sell as much as we do. How do I do
that with no sales people? It's because I deploy these automated attraction methods
and that is like Facebook ads and stuff like, they're very scalable. It means you can
scale up and you don't have to put more people on more seats inside of your company
because as you do that, things get complicated, people cost money all of that stuff.
You want to run a lean mean business and that's what using paid methods ... paid
client attraction methods allows us to do. That's the advantage. The disadvantage of
using paid methods. While they are highly scalable and automated, the setup process
involves technology in time which means there is a delay in deploying them. They also
cost money so while they're awesome when they're scaled up, the setup process can
be quite big. It can be quite challenging. In order to understand Facebook ads, that's a
bit of work, in order to create Facebook ads and deploy them and then test them and
iterate them, that's a bit of work and in order to build a funnel, write the copy, create
the video, set up all the technology, link it all together, track it and everything. It's work.
When you have to do some work, it means that there's a delay. There's a time delay
between when you can ... between now and when you can start making money,
getting clients, improving your proof of concept which is the most important thing right
now and so, this is the downside of paid attraction methods and the other downside is
that they cost money. They're called paid for a reason which means every time
someone clicks on our Facebook ad, we're going to pay Facebook money. They can
be very profitable if your ads are good, but in the beginning stages, we don't know that
much about stuff. It can be Facebook can cost you money so it is important to
understand the advantages and the disadvantages. Here's the ideal use case and
application for paid attraction methods. You should use organic methods to get started
immediately and land your first few clients and then and only then transition to paid
attraction methods once proof of concept is proven and established. Once you've got
that proof of concept proven and you've really made it strong, you can do that using
organic methods once that's there, you can scale to the hilt with paid attraction
methods. That's the way I grew my business, that's the way Andrew Argue and all of
the other seven-figure students grew their businesses. When I started, I didn't touch
Facebook for a while. I got my clients organically and then only when I was tapping out
and I'd heard a ceiling with my ability to do organic methods because they were time-
consuming. Only then did I switch to paid methods and Andrew got ... started making a
lot of money and he got his first probably 10, 12 clients without touching paid methods
and then only once he had that first 10 to 12 and he had established that proof of
concept, then and only then did he move to this in scale and you should do exactly the
same with your business. We have two paid attraction methods that we use to get the
attention of our niche market and one process which we use to automatically filter
through large groups of people to find the 3% to a most likely to by now. The first two,
these are the attraction methods, the paid once. Paid Facebook ads. Number one.
These are paid ads to our niche market through Facebook's advertising platform. We
create an ad which has some text and an image, we put it in front of our niche market
and it thins the herd if it's got a good message and it resonates and it strikes a nerve, it
thins the herd, the herd responds and then we are able to start identifying the 3% out
of the entire out of the entire population in that niche and then we're able to to get
them to opt in, watch a video, then we're able to get them to apply for a call, we get on
the phone with them, that's how we do it and it starts with paid ads. Then number two
is paid retargeting ads. These are paid ads to people who have already clicked on our
Facebook ads and viewed our website or our high-value video or whatever and then
let's say that they do that and then they leave. Most people click on an ad and then
they go to the website and they might even be interested, but then they just leave.
People are frazzled on the internet. Totally normal. Then we have something which are
called retargeting ads and these retargeting ads, they know who's been to our website,
it places a cookie in their browser and then it follows them around on the internet
wherever they go and it keeps showing our ads to them and it's like all of a sudden
we're everywhere in this person's life and it's like we have omnipresence. We're
following them around everywhere they go and then they might come back to our
website, they start thinking about us more and then eventually they might come back
and schedule a call and get on the call and buy with us. The two methods we use to
get people into our process and our funnel, paid ads and retargeting ads. Then we
have our process which we used to further thin the herd. Remember that just when the
lion stands out in front of the herd, it doesn't fragment the herd enough. The lion then
has to start running and then the herd thins more and more and more and then they
end up with a target which they're able to go for. With paid Facebook ads, it thins the
herd a lot. Most people don't even click on the ad, most people just ignore it. Some
people click on the ad and then don't do anything, but then some people click on the
ad and then they enter their email and they opt in for the video. Once they opt in for
that video, it's still not enough. We need to further filter and we need to further
fragment and further scatter that herd. To do this, we use something called a
fragmentation funnel. This is an online funnel process that automatically filters through
people and sorts them into different categories depending on their likelihood of buying
and this funnel is an automated way of performing natural selection on your niche
market to identify the 3% who are most likely to buy now. This is so powerful. I've
looked at so much biopsychology and all of this stuff and I understand the different
actions and the different signals that people give us when they have intent to purchase
something. I understand these drivers so well that I was able to design this thing called
the fragmentation funnel and this funnel allows you to pretty much deploy it. We give
you the whole templates and everything. Just a couple of clicks of a button to get this
thing working for you. I've done all of the research and everything. I've done all the
hard work, it's real easy for you. You can deploy this thing and then when you put
people into this funnel from Facebook ads or retargeting ads or whatever, this funnel is
it further thins the herd and it does so automatically and then all you end up with is
people filling out application forms to get on a call with you, you accept some
applications, you reject some applications and then you get on the phone with the
people who you accept and then when you're on the phone with them, you do the
conversion script which we taught you in week three and you turn them into paying
customers. We've really got a full in depth end-to-end system built for you. There isn't
anything which we've overlooked in this training program. A lot of other programs, they
have a lot of blind spots, they miss areas, but this one is end-to-end and we don't miss
anything. We show you how to start your consulting business, how to optimize it,
iterate it, everything. We show you how to get the clients, how to convert the clients
when they're on the phone, the whole thing. This fragmentation funnel is going to be
powerful for your business and it's going to enable you to scale. We will cover each
one in detail and provide step-by-step processes and templates in the paid attraction
methods module later in week four's training which is week four, module four called
Paid Attraction Methods. In that video, I show you exactly how we use ads and exactly
how we use this fragmentation funnel. That's where you'll find specific information on
that and now a word of warning. At this stage of the process, some people get excited
about the paid Facebook ads the technology and the funnel. I don't blame you. It is
exciting, but as I warned you in the falling for the trap module which was week four,
module one, falling for the trap, I put it as module one for a reason. You must focus on
establishing a strong proof of concept first before moving to paid ads and funnels. It is
so important. Paid ads and funnels without a strong proof of concept will not produce
any results and all it will do is waste time and money. Don't fall for the trap and when it
comes to attracting clients, nothing is as powerful as natural selection. Natural
selection is nature itself. It doesn't matter what any man builds like nature can tear it
apart if it wants to. It is the most powerful force there is and no technology or anything
exists that can really fight its force. When we use the power of natural selection on our
side and as our friends to help us segment our niche and also how to really thin the
herd and identify those 3%, when we use nature on our side, nothing is as powerful as
it. It is one of the most powerful forces that you can use in life and in business to win
and to survive and to make sure that you continuously evolve and become the species
that has the best traits in it for the way things are moving and the way the environment
is changing. Distribution is never even in nature. I said in the scene for the first time
video in week two in the mindset training and the new worldview at the alchemy
paradigm and worldview training, distribution is neither normal. It's why we see 80/20.
Things are always skewed and distribution is never even in nature. With these organic
and paid client attraction methods, you will be able to identify the 3% of your niche
market that is ready to buy so that you can just ignore and forget about the 97%
because most people go out and they give 1% of their time to every one person in the
market and that ends up totally exhausting them and they end up with nothing. It's like
the lion that tries to catch 100 zebras. It doesn't work. It's silly. You have to use natural
selection to scatter the herd and then identify the 3% that you're going to go after and
we use natural selection to do this and he is this pinup again, it's available for
download. It's a powerful quote and it's a powerful way to conclude this training
module. It says when the facts change, I change my mind. In nature, life and business,
the rules of the game are constantly changing. What serves you at one stage of
development might harm you at others and facts and life and business change to and
when the facts change, I change my mind. It doesn't matter how deeply rooted or
sacred anything is, when the rules of the game changer are disposed of it and evolved
for new conditions. In nature and business, it's not the strongest of species that
survives, nor the most intelligent, but rather the ones most adaptable to change. As a
consultant, you are a driving force in your niche and in your market to helping people
in that niche evolve for the changing rules of the game. It doesn't matter what niche
you're in, the rules are changing all the time and when you start to do research on a
niche and when you start to understand it well because you've put time into it and you
focused, you start to become attuned to the rules and how they're changing. A lot of
people always ask me how I've been able to build such a strong business and such a
strong training program and consulting. The truth is is I've stuck to my niche for five or
six years and I have just been drilling consulting for longer than anyone else. Because
I've been on consulting and I've just been obsessed with it for a very long time and I've
spent a lot of conscious attention on it, I know the rules of the game and I know when
they're changing. I can sense all of that stuff, it's just natural for me to sense now. I'm
attuned to everything and I'm able to position myself as the supplier to other
participants in the market who need to evolve and it's like being a zebra who has a
service for other zebra about how to not get eaten by lions or it's like a beetle that has
a service that he's trying to sell to other beetles about how not to get eaten by birds.
That's basically what I am in the consulting market. The people that don't have this
training program, they will be taken over by the people that do and it's just the way it
works. The people who reject change, the people who ignore the facts when the facts
change, they end up getting wiped out and it's not by anyone else's doing, it's by their
own doing because the signals are always there when things need to change and you
need to be attuned to them and you need to change. You should think about this quote
in two ways. One is evolving yourself. Evolving your behaviors, your actions, your
mindset, the way you think, who you hang out with, how you spend your time, all of
these things. You should think about how you're evolving yourself for what you want in
the future. That's one way. The other way is you should think about how you're
evolving your career and your business. How are you evolving your education and
your skills? How are you evolving the technology in your business? How are you
staying hid of the market and how are you evolving so you can better serve your
customers? Then as a consultant when you're helping your niche, what are the rules of
the game in that niche? How are they changing and how can you really be a provider
of information and training and consulting so that you can help your niche evolve and
really survive in the new changing conditions? This is a very powerful quote, it's
available for download below this video which you can just ... in the resources section,
you can download it, print it out, put it up on your wall and keep this in mind all the time
because it is so powerful. Natural selection is a powerful process for your own
development, for your business development and for the development of your clients.
That's it for this training video. Thank you for watching and I will see you in the next
module right now which is module number three where we go over all five of those
organic attraction methods and we cover each one in detail, give you the template
step-by-step instructions and everything like that. Finish this video, market is done and
I will see you in that next training module right now. Thanks

Organic attraction methods

Hi everyone, it's Sam Ovens here and welcome to the third training module in week
four which is called Organic Attraction Methods. In this video, I'm going to walk you
through the five organic attraction methods that we use to attract clients to our
consulting business. Organic attraction methods are essentially free or close to free
methods which we use to generate appointments and generate strategy sessions for
our business. Strategy sessions are the phone calls and the sales calls that we have
with our perspective clients where we use our conversion script and convert them into
paying clients. Let's jump right into it and get started. Here is what we're going to cover
in this training video today. You're going to see why this video took me a look time to
put together because I have provided a ton of resources and templates and
information to help you deploy each of these methods. I'm not just going to teach you
the theory and the mechanics behind how these different things work. I'm going to give
you the templates, all of the funnels, the instructions, and resources, and examples,
everything you could possibly need so that you can thoroughly understand each one of
these methods and deploy them right away if that is what you want to do at this stage.
We're going to have an in-depth look at all five of these methods. Now number one is
Facebook posts. Number two is direct outreach. Number three is lumpy mail. Number
four is list farming and number five is JV webinar. These are our five organic attraction
methods and what I'm going to do is walk you through each one and explain it in
details. That's what we're going to do in this video today. First of all, we'll just have a
quick brush up on what organic attraction methods are. We discussed this in the
previews module, module two in week four, which was all about natural selection and
the alchemy of client attraction. That was kind of the theory and the science of
everything behind it. If you haven't watched this video then this one probably won't
make much sense so you definitely want to do that. Here is our client acquisition
methodology from a high level. This is the workflow and the process which we used to
get customers. It starts with two main feeding mechanisms, the paid methods and the
organic methods. We can use organic methods like the strategies I'm going to show
you today to attract interest and get our prospect's attention or we can use paid
methods which I'm going to cover in the next module. Then, once we get people's
attention then we get our message in front of them, they then come to a landing page,
enter in their email and then they watch a value video. A value video is a carefully
designed video which gets our message across, it kicks their bruised knee and it
shows how we can add value and ask them if they want to solve this problem. Then
towards the end it says, if you're interested in solving this then schedule a strategy
session with me and we can have a conversation about that. Then the next step is for
the prospects to complete the survey so they complete that survey and they give us
some information about them and their situation and their desires and everything. That
enables us to really filter through the applications for calls and make sure that we can
extract the tire kickers and filter out the calls which are not a good fit and we are sure
are not going to close, which is going to save us time and make us more efficient on
the phone. Then, finally, when we get on the phone with someone it's when we have
approved their survey. We get on the phone with them, we take them through
conversion script and then that they either sign up or they don't. That is our workflow
and our methodology for getting clients from start to finish. Now, in today's training
video, we're going to discuss the five different organic methods that we use to get the
attention of our prospects and our niche, and drive them through into registering for the
value video in going through this funnel process. Most people think that I get all of my
clients from paid Facebook ads. That's what most people think. They think all Sam
does is Facebook ads and that's where he gets his client from and that's it. That's not
the case at all. Here's my monthly sales volume by source. Here's all of my sales
divided up by the different lead sources so you can get an accurate picture of this.
Twenty percent comes from list farming which is all these methods I'm going to show
in this video today. Twenty percent of my sales come from list farming, 20 from direct
outreach, 20 from organic Facebook, and then 40 from paid advertising. What's
interesting about this is that if you add up post three 20s you get 60%. Those three
methods that add up to that 60%, those are organic methods. I get 60% of my sales
volume from organic methods and 40% from paid. Sixty percent of my monthly sales
volume comes from organic, while only 40% comes from paid, we definitely don't want
to ignore organic methods because that means if there was a million dollars to be
made then you would only get 400,000 and you'd leave the other $600,000 on the
table if you ignored organic methods. I know a big mistake a lot of people make
coming into this training program and starting their own consulting business is that
they think it's just all about Facebook and they ignore all these other methods and they
end up in a bad place because they're just relying on one source and it's not good to
do that. You want to make sure that you can use organic methods as well as paid
methods. In the beginning you want to start with organic methods. Organic methods is
how people get their first client. If you see people posting in the Facebook group about
getting their first client, most of those would have come from organic methods. If you
see people getting their first client within the first month of being in the program it
definitely came from organic methods. Here's a brief explanation for organic client
attraction methods. Organic attraction methods are free, fast, and easy to use methods
that we use in order to stimulate our niche market and identify the 3% who are ready to
buy now, which is the 3% is something which we discussed in the previews training
module. If you haven't watched that, make sure you go and watch it now before
watching this. Then, the advantage of using organic methods is that they are fast to set
up and deploy, they are easy to understand, they're low tech, they're free or close to
free to deploy, and they enable you to get moving quickly so that you can get your first
client as soon as possible. The disadvantage of using organic methods is that while
they are fast to deploy they require manual labor to do consistently and they become a
burden with scale. As we start cranking up the scale of our operations and everything
then organic attraction methods can become quite a burden and that's when paid
methods become more preferable because they behave better at scale but at low
scale, organic methods behave a lot better than paid methods. The disadvantage of
using … I've already covered that. The ideal use case and application for organic
methods, well you should use organic methods to get started immediately and land
your first few clients so that you can iterate and establish your proof of concept as
quickly as possible. Remember the main goal and main objective right now is to
establish that proof of concept. The way you do that is by getting that first client, it all
starts with one. The fastest way to get to that first client and the fastest way to get to
that proof of concept milestone is by using organic methods and iterating and testing
your hypothesis against the market, making iterations, tracking feedback and all of that
until you get that first client. Then once you get that first client, you want to get more.
You want to get 5 to 10 clients still using organic methods. Then once you've got 5 to
10 clients you know you have a strong proof of concept. That's when you can start
adding massive scale with the paid methods. That's the recommended process that I
tell most people in this training program. Let's go through all of the organic attraction
methods right now and show you how they work. Number one is Facebook posts,
organic method number one. Here's an explanation about what Facebook posts are.
They are plain and simple. They are so simple it's not even funny. You use your own
personal Facebook profile to friend potential clients. You posts about your success and
your client's success daily. If you can't post about successes, post stories, questions,
insights, tips, and other things specific to your niche and what you are doing. This is a
very powerful method because we're just going on our own personal Facebook profile,
not a business page. We are just posting. We're doing status updates with our stories
of our own success, stories of our client's success and also, different insights and
stories and things like that specific to your niche. What we're trying to do is we're trying
to add different people as friends who within our niche and who we come across
throughout our journey. What happens is when they accept our friend request, they
look at our newsfeed and they can see what we do. Then that newsfeed, it's kind of
this mechanism that just stirs the part with your niche. It starts off slow and it doesn't
get much interest but builds up momentum very quickly. After you've been posting
success stories and results for like say one month or two months or whatever, people
start to notice and they're like, "I need to talk to this guy." It's a very powerful method
and it also has a hidden power behind it. That is when people apply for strategy
sessions with you, you want to find them on Facebook and add them as a friend before
the strategy session. Why we do this is because when you add someone as a friend
the first thing they do when they exit your friend request is they look at your timeline
and your newsfeed. That's just the behavior of most people. When we have our
timeline and our newsfeed full of success stories and our client's success stories and
insights into our niche, that means that the prospect who we're going to have a
strategy session call with, they see that and they're like, "Well, this guy knows what
he's doing," and it warms the call up before we even get on the call and it acts as a
warming mechanism and it's very powerful. I highly recommend using this Facebook
posts method. It's a very powerful method to use. It improves your closing percentage
on your strategy session calls. It's also an awesome way to start building up some
different connections in your niche and start building a name for yourself. It also gets
you into a good habit of posting frequently whether that once a week, once a day or
whatever. It forces you into that mode where you have to talk about your niche and
stand up and know what you're talking about. That's a good thing for most people
because most people have never really taken a stand in their niche or never really said
anything and it's a powerful way to build your own confidence up and start building a
track record. This is an excellent way to start sharing your own success, your client's
success and your insights and knowledge so that you can start to build up authority.
While this doesn't sound that great, it's honestly one of my best performing go-to
promotional strategies and it's completely free. I will show you what these look like so
you know exactly what I'm talking about here. Below this video you will see in the
resources section that there are five different PDFs for download. Now for each one of
these organic methods I have created a cheat sheet. If we open this one up here, the
Facebook post method. This is a PDF which you can download and it's basically a
cheat sheet which gives you a brief explanation about the method and it also provides
some resources. It says, what is it, when should we use it, what are the pros and cons,
what's the process/workflow and then what resources support this method. I can see
here there's a Facebook post swipe file. If I click on this it will open up the swipe file
here. This is, you can go and grab this. Now what I've done here is I've taken
screenshots of different Facebook posts which I have done personally that have
worked really well. See you have actual examples of this. You can see that I'm not just
talking about this as some sort of theory or nice idea. I mean everything in this
program I actually have done and actually have proven in the market with real clients,
real money, real everything. Nothing in this program is just some theory, like textbook
theory from some academic person. This is street theory. This is theory proven by
actually doing it. For all of these methods I provide you with actual real life examples.
You can see here, there's post from me and I say another client's success story. This
client went from selling $250 101 coaching to high and leveraged group coaching.
Then I'm talking about a client's success story. Here I'm saying another one of my
clients making back her investment within three weeks. When your client compares
your online program to the 250K Stanford education and he has all of these different
posts. Now I've included probably like 6, 70 of this post so there's a lot of them. I won't
walk through all of them in this training video because you can download this and view
this for yourself. Here's another one of my clients, another client of mine cracking the
100K per month mark. Here is me sharing stories about Andrew Argue. You can scroll
through and you can read the different stories and there's a lot of them. What you want
to do is you want to post business stuff but you also want to post some personal stuff
because you don't just want to look like a robot. You also want to show people a little
bit of your personality because that's one of the elements that helps you differentiate
yourself. You want to be serious and talk about business results, improving your
client's lives and all of that but you also want to share some personal stuff. Maybe it's
some stuff about your family. Maybe you like a particular sport or hobby. Maybe you
like playing the guitar or maybe you just share different things about you. You want to
mix it up and I would say you want to do about 80% business stuff and then 20%
personal stuff. If someone just sees business then it doesn't really give you much
personality so you want to have that 80-20 split there. You can scroll through these
yourself and look at them. There are 60, 70 or more of these screenshots here. Why
I've given you access to these is you can use these as inspiration. You can use them
to spark ideas about what you might post about. Now one thing a lot of people say
when they read this is, "Well, Sam, all you post about is your client's success stories
but what if I don't have any clients yet and what if I don't have success stories yet?"
That's absolutely fine. I didn't have client success stories or clients at a stage not too
long ago either. If that's the case with you, then you just want to talk about insights and
stories, you want to ask questions. You don't need to talk about success stories. You
can talk about things like this. Here I see these words change my life three years ago
when I stopped trying to force my ideas onto other people in the marketplace. I learned
to find the desires in the marketplace and then create products and services that serve
those desires, and I took a screenshot of the words which I read. Here I'm not talking
about a success story of mine, of my clients, or of making money or anything. I'm just
sharing a little piece of information. If you don't have client success stories yet then
you can post things like that so you can take a look through these and get some ideas
and some inspiration from there. You've also got this Facebook posts method cheat
sheet available for download below this video and that's where I got the Facebook
posts swipe file from. There are so many different resources in this one module that
we're covering right now. That I created those cheat sheets and then put all the
different resources and the individual cheat sheets because otherwise, there would be
too many resources listed. It would all be too confusing. I've designed this module
carefully so that we cover from a high level all five of the methods here and then if you
want to really drill down and get into the granular specifics step by steps and all that,
then you can grab the cheat sheet and then you can view the specific resources from
the cheat sheet. It's a way to get a high-level view and then when you know what
methods you wanted to use then you can drill down and get the granular detail. I
showed you some examples of this and honestly, Facebook posts have been
instrumental when it comes to building my consulting business. I can allocate
differently more than $1 million in sales from Facebook posts. Especially when I was a
bit smaller, Facebook posts were an awesome method for getting clients. Here's the
process and the workflow to deploy this attraction method. I'm going to show you step
by step how we can deploy this so that you can do it for yourself starting right away.
Number one is you want to start by cleaning up your personal profile and you want to
say what you do, clean up your pictures, posts, et cetera, and make your profile look
professional but at the same time it should your personality and fun side too. When I
say your Facebook profile, I mean your personal Facebook page. If I go to Facebook
right now and I go to my profile. This is what it looks like here and it sees … This is the
URL, it's my personal page. I'm not talking about my business page. I'm talking about
my personal page. This is the page which you want to use to do your post on. You
want to put in your intro here, what you do, like I help blank to blank by blank
statement. You want to update your profile so that it looks professional. There're no
like stupid photos or anything like that on it. You really want to make it look good but
you still want to have a fun side and some personality to it. Once you've made it look
professional. That's step one. Then step two is if you don't mind posting to your entire
friends list on Facebook you should definitely do that. However, if you're not
comfortable doing that you can segment your fiends by creating a list for business
people. When you do Facebook post you're going to open up Facebook and you're
literally going to write the post in here so you would type in like that and then you
would just hit post and you will have it set to public. Now, this is what I recommend.
You get more reach and you get more attraction, you get more everything when you
post to your entire friends list. Often, there are people in your friends list who know
other people who have different problems and a whole network effect starts to take
shape. It's more powerful to do these posts to your friend's list even if you don't think
there's anyone on your friend list who is going to be in your niche. It just works better
to do it that way. However, I understand that some people aren't comfortable doing
that because they've got friends from college or high school or whatever or they've got
friends who they're worried about what their opinions are about what they're doing, all
sorts of personal things. I understand that that's the case for some people. If you're not
comfortable doing posts to everybody on your friends list then what you can do is you
go to home and then you click the see more button and then you can select friends
lists here. What you can do is you can create different lists. I've got one here called NZ
Friends and one here called Business People. What I do is I put all of the people who
are in my niche. I put them into list called Business People and then when you do
posts on Facebook you can select to only show it to the business people. What that
means is that when you do posts on Facebook no one else is going to be able to see
what you're posting about and everything other than the people that are in this list and
it completely separates your friends lists and your network and everything. It's almost
like this invisible Chinese wall that divides all of your posts and information and things
like that. To create a list, you just go Create List. You could call this one whatever and
then members. You have to start adding some members to it. What I recommend
doing is creating one called … First of all, I recommend just posting to your whole
friends list, it's way easier, it's more powerful, it's going to work better, get you more
clients, make you more money. I recommend doing that. If you're not comfortable
doing that then I recommend creating a list. You can create the name of the list, just
call it Business People and then what you do is you can go to see all friends and what
will this do is it will load up all of your friends here and then you can go through
manually one by one and click on each friends. Here's Josh Harris. I can go add to
another list, Business People then I can go Andrew Argue, add to another list. He's
already in Business People. Paul Organ, I can go add to another list, Business People.
I can go through my friends list. My friends list one by one and start adding all of these
different people into the business list. I'm basically segmenting my whole friends list.
Now, some of you might have a lot of friends which means that this might take quite a
lot of time. It's still worth it to do. I still sat down and did it with all of my friends which
took a long time but it was well worth it because it made me more than a million dollars
in sales and it was differently a good use of my time because Facebook posts are
powerful. You definitely want to do it but that's why I recommend just really posting to
your whole friends list because you don't have to segment it, it that saves your time,
and it work better anyway. You can go through and do all of your segmentation. Then
once you've done that you have created a friends list and then when you go to your
Facebook profile and you go to do a post you can type in whatever your post is and
then here you can select public. You can select more and then you can select …
Where is it? Then we can type in the list. It would be Business People. Then it says list
here, Business People, I can select that. Go save changes then it says what will these
people see after you post. Now, when I do this post the only people that will be able to
see these are people in the Business People list. No one else will be able to see this
post, it's invisible to them. This is a very good way to segment your list and use your
personal Facebook profile while still keeping all of your normal friends and your
nonbusiness friends and everything and not really putting messages in front of them
every single day. That is how you use the Facebook posts method. Step two, if you
don't mind posting to your entire friends list you can do that or you can create a list.
Then step three is to start posting daily about your success, your client success and
stories, insight, tips, et cetera. I've given you the Facebook posts swipe file as a
resource to give you more than 60 or 70 examples of what these look like and how you
can create your own. Then when people start applying for strategy sessions with you,
it's a good idea to friend them on Facebook when they do that before you get on the
strategy session call with them. When you friend them on Facebook you want to add
them to the Business People list because when you accept them as a friend they're
just going to be a normal friend, you need to put them onto the business persons list
so that they can see your timeline of all your results. This will really act as a warming
mechanism before the sales call. It will get people seeing photos of you, understanding
your business better. Seeing the results you've got for your clients and everything,
seeing you insights and knowledge when it comes to your niche. Also, it will just build
up a lot of trust and authority before the call happens so that when the call comes
around your chances of closing the person and getting them to sign up improved
exponentially. To help you deploy the organic Facebook posts method I have included
the following resources. The swipe file which is the collection of 50 to 70 posts I've
personally done. There are additional links and instructions available below this video
in the description as well as the cheat sheet. Like I said, below this video in the
resources section you can download the cheat sheet and it has information about the
specific method, the process and also additional swipe files and resources. That is it
for the organic method number one, Facebook posts. Don't underestimate the power
of these simple Facebook posts. They are so powerful. I know a lot of people think,
"Oh, these are just too simple, as if this is going to make money. This is just doing
some posts on Facebook." I back up everything I do with examples and real life
results. Here's just one example. I see it just a casual conversation between myself
and a client that started working with me two weeks ago. Then I talk about their
results. Then what happened is somebody messaged me. You can see the message
they sent to me here. They said "All right Sam, let's talk. Where can I sign up?" We
didn't have a strategy session. I don't even know who this guy is, but he obviously
keeps seeing my posts and keeps seeing my timeline and just was like, all right, I
obviously just need to buy whatever this guy has. That is the power of doing Facebook
posts and doing them over time and really building up momentum and a track record. It
is very powerful and like I said, just the Facebook posts alone I can attribute to more
than a million dollars' worth of sales. Now let's discuss organic method number two
which is direct outreach. Direct outreach is simply sending a direct email or Facebook
message to somebody who you think is a good fit for your consulting services. When
you see somebody who is a good fit for what you do, you don't want to wait until they
see your marketing because that might not even happen. People let these everyday
opportunities pass by but you need to learn to act when you find somebody who fits
the profile of your perfect customer. If you are just browsing on Facebook or you are in
a Facebook group or if you hear a conversation or you meet someone who you believe
is a good fit for what you do, then you shouldn't just ignore that and just leave it
because a lot of people just ignore that and think this person will eventually find out
who I am and what I do and then they will approach me, but that doesn't happen. The
chances of someone seeing your marketing or hearing about you are quite low. What
you want to do is when you come across these people you want to act and you want to
tell them what you do and attempt to sign them up as a client. I know this sounds far
too simple to possibly work but direct outreach is a powerful tool that has helped me
get some of my best clients which have later turned into my best case studies. When
you have a really good case studies, that brings more clients as well. Really, if we look
at the cumulative effect of direct outreach when it comes to my business it is huge, but
without direct outreach, I wouldn't be where I am today, plain and simple. Don't
underestimate direct outreach. Just because it's simple and it sounds really too easy to
be true or too easy or too simple to really be effective it is, it is powerful. Here's the
process and the workflow to deploy this attraction method. Number one, when you see
somebody who's in your niche or you come across somebody whatever way you come
across them, when you find someone and you're like, "This person is a good fit for
what I do." You want to find them on Facebook and you want to add them as a friend
there. You want to find them on LinkedIn and you want to add them as a connection
there. If you can find them online, if they have website or whatever, try to find their
email address and if you can't find the person's email, try searching and Google for
things like their first name @thecompany.com. Let's say I'm looking for Bill Gates I
could try Googling bill@microsoft.com or bill.gates@microsoft.com or
bgates@microsoft.com. You can try these different variations, so
firstname@company.com or firstname.lastname@company.com or first initial last
name @microsoft.com. You get the point. You get my point. You want to try different
variations of email and when you Google search you'll be able to see what pops up.
When you do this, quite often you can find the person's email. Another thing you can
do is you can call the phone number on the website and you can just straight up ask
for the person's email. You can fill out the contact form on the website and you can
send your direct outreach message that way. Whatever way you use, it doesn't really
matter provided the message gets across to the person we wanted to get to. If you use
email to contact them you should use YesWare to track whether they open the email
or not. YesWare is a powerful tool. It's a Gmail plug-in. If you use Gmail to send your
email then you can go to consulting.com/yesware, the link is on the screen. There you
will be able to create free account with YesWare. When you have YesWare installed,
when you send somebody an email you can click track on the email. What will happen
is when somebody opens that email, it will tell us that they opened the email. It will
actually track it which is a very powerful tool because when we're sending our emails
to different people we want to know whether the message gets opened or not. Our
open rate is going to be a powerful metric when it comes to knowing whether the
messages we're sending are working or not. When you're using email and you're using
direct outreach you want to track this. It will help you evaluate your performance. If you
use Facebook to contact them or LinkedIn, you need to add them as a friend first and
wait till they accept your friend request before sending them a message, otherwise, it
will go to spam. If I was just to find some random person on Facebook and send them
a private message, the message wouldn't get delivered. I'm not joking, it doesn't get
delivered. It just goes to spam. The person will never see it. They won't even know that
you reached out. It's very important that you add them as a friend first. Add them as a
friend, wait until they accept your request, when they accept your request then you can
send your message. In that way, it is guaranteed to get delivered and they will see it.
The same goes with LinkedIn. You want to add them as a connection first and then
send them the message on LinkedIn. When you're using email you want to use
YesWare to track it. These different methods here ensure that your message gets
delivered and it enables you to really know with some sort of confidence that your
messages are getting to your prospect and they're not getting lost somewhere in the
process. Then step number three is simply to send the message using the provided
templates as guidance. I've created some resources for you and a template for you
when it comes to direct outreach so that you can see how it's done and get an idea
and everything. Beneath this video in the resources section, you'll be able to see the
direct outreach method cheat sheet. You can download that PDF and it looks like this
and it says direct outreach method, what is it, when we should we use it, what are its
pros and cons, what's the process/workflow and what resources support this method.
Here I can see there's a direct outreach template and I just click available here and it
will open this up. Here it says here's the template. There're some tips at the top to
improve performance. You want to personally write each message, don't just copy
paste the template. People are smart enough to know if something's just a template
email. If you just send people template stuff they filter it. Humans evolved enough to
understand what spam and what's template and what's actually genuine. That's pretty
much every human knows how to do that. You don't just want to copy paste stuff and
you don't just want to use the same template again and again because you won't get
very good results with it. I provided this template as a guideline but not as a word for
word thing that you're going to copy and paste. You want to make sure that you
personally write each message. Take the time to write it personally and you will see
the results. You want to personally send each message from your own email. Don't
broadcast it using a software. Some people I notice they get Mailchimp or Aweber or
one of these email systems and they import a massive list in there of a few hundred
people or a few thousand people and then they just send one big broadcast out to
everyone. You don't want to do this. You want to send these emails like you would
send an email to your friend or your family or something like that. Number one is it will
get delivered with the higher probability. Number two is it won't go to their junk or
promotions folder. Number three is that it won't have unsubscribed link at the bottom
which shows that it was actually mailed by real person. Also, people can just tell.
People can tell when something is a broadcast or if it's genuine. You want to
personally write each message and personally send each message. You just want to
use your Gmail account. You want to go into your own Gmail and just send it from
there. Just type it up and hit send. You can use YesWare to track whether people open
and read your emails. To get that you go to consulting.com/yesware and only seeing
Facebook and LinkedIn messages once your frienddid/connected to ensure deliver.
Those are some quick tips. Now here's the message. The subject lineup used here is
NAME - 2-5xResults? This could be Bob - 2-5xResults? It's basically we put their
name in there to get their attention and then we talk about growth improving results
and then question mark which piques their curiosity. Now all the subject line is really
trying to do is get the person's attention first and foremost and second, get them to
open the email. This subject line does a good job when it comes to this. However, you
might want to personalize this or customize it depending on your niche, your offer, and
all of that. Then it says Hey NAME so it might say Hey Bob, I see that you are in the
XXX space. This could say, I see that you are in the plumbing space or plumbing
industry and are doing some awesome things. My area of expertise is helping XX by X.
This is helping blank to blank by blank. I could say my area of expertise is helping
plumbers to get hot water cylinder customers through digital marketing. Then I could
say, I have taken a look at what you're doing and have some things I'd love to show
you which I'm sure will boost your results. If you have case studies then you can talk
about one to three of them here. It says 13 but it should say 1-3, so one to three of
them. If you don't have any case studies, don't worry, you don't need them here. Then
I say, when suits for a quick 15-minute chat? Then I sight off with my name, so I just
write Sam and then I'd include your phone number and a link to your LinkedIn or
something into the footer. Why we do this is it just makes it a little bit more personal
and a little bit more serious. When we send emails just from an email address that
doesn't really have any link to any place where someone can find out more information
about us, people are a little bit skeptical. Put your phone number there, put you your
LinkedIn profile there, and it just shows people that you're serious and that you're not
trying to hide from anything. You're the real deal and all of that. That is the template
which I provided you with for using direct outreach. Now, if you're going to reach out
someone on Facebook you could say something similar to this, so you wouldn't sign it
off with your name and phone number and everything because that's not what people
do on Facebook. You also don't put a subject line for a message on Facebook. You
just use it like this. You'd use the stuff here and you'd send that out as a message to
the person on Facebook. If you use LinkedIn, same rules apply. The same template
would work for email direct outreach, LinkedIn direct outreach, and Facebook direct
outreach. Their message really stays the same. It's just the channel that has some
variance in it. In this cheat sheet here, I've got the direct outreach template, the
YesWare link and also, you can find out more from the program content which is what
we're covering right now. That's the workflow and the process for deploying this
method. To help you deploy this method I've got these resources which I've already
covered. Here's when you should use direct outreach. This is a bit of an explanation
about when direct outreach is a good fit for you and your business. If you find
somebody who's a perfect fit for what you do, send them an email Facebook or
LinkedIn message. If you don't have huge money to spend on Facebook ads which …
When I say this, I mean less than $100 a day. If you're not spending $100 a day on
Facebook ads then you need to use direct outreach and other organic methods.
Because Facebook only becomes a big enough engine on its own to feed you with
enough leads when you're spending more than a hundred a day. Even when I was
spending 500 a day or more I would still do organic methods and I'd still do direct
outreach. Don't fall victim to this one. If you're spending less than that, make sure
you're doing at least five to ten direct outreach messages every single day. You want
to make this an ingrained habit of yours. Every day you want to wake up, pull up
Google, start searching from some different people who you believe are a good fit for
your services. Make a list of them and then send them an email or send them a
message on Facebook. Every single day just chip at it like just grind on it and you'll
start to build up momentum and you'll be surprised at how many clients come your
way once you've done this for a period of say, 30 days or more and you built up some
momentum. Things will really start to happen for you. Me personally, I still do one to
two to direct outreach emails and messages every single day even though I have huge
momentum and advertise on Facebook 24/7, 365. Even though I'm in the place now
where I spend such an obscene amount of money on Facebook ads and I have so
much people drawn to my business, I still make an effort to use direct outreach. That
really goes to show how powerful this method is. The bottom line is direct outreach
works. Don't fall victim to relying on Facebook ads only and make sure you're doing
one to ten or five to ten direct outreach messages every single day as well. It's a habit
that will really serve you and really help you to get clients and make a lot of money.
Once again, I said don't underestimate the power of it. Here are just some of the
clients which I've been able to get through direct outreach. Chris Evans and Taylor
Welch, I reached out to them on Facebook and said, "Hey, I think I can help you guys
out," and we started talking then they signed up and we do the strategy session, they
signed up. I helped them grow from 20 grand a month to 300 grand a month. I really
helped them explode their business. From doing that, I've been able to get a lot of
other clients from having this case study. If we are to look at how powerful this is, we
can't just look at the client I got. We have to look at the clients I got from being able to
have that client. This wouldn't have been possible if I don't use direct outreach. If I
didn't reach out to Chris and Taylor they may have never signed up with me and my
business may never have helped their business and they might not be where I am
today. My business certainly wouldn't be where is today. Then here's Andrew Argue so
I used direct outreach for him as well. I reached out to him and using email and
Facebook. Then we've got on a strategy session, he signed up and everything. When
he first started working with me he was making 17 grand a month. Now he's at
$500,000 a month which is obscene. It's a huge growth curve and this happened in
about a year and a half. Both of these examples here, they were generated from direct
outreach. Don't discount and think all this is just too simple to work, this won't be a
good one, I'm sure there're better methods that Sam has. This direct outreach is
responsible in a big way for growing my business and getting it to where it is today so
don't discount it or forget about it. Now let's talk about organic method number three
which is lumpy mail. Lumpy mail is physical postal mail that you send to people you
believe are a good fit for your consulting services, but it has a unique twist. A unique
twist is that it's lumpy and I'll explain this. There I've got some images of some old
direct lumpy mail packages which I sent out to people. You can see here lumpy mail is
just a normal two-page letter which we print out. Then we put it in a bag to send to
someone through the post. What makes it different is that it's lumpy. It's lumpy
because we put a physical object inside of it. In this image on the left I have a
magnifying glass. That's what I put in there to make it lumpy. On the image on right I
put a little trashcan with $100 note hanging out of it and that's what made that one
lumpy. Now, why we make it lumpy is because it stands out and it gets attention, it's
different. When you send mail to people they typically don't open just the normal letters
because it's bills, it's boring stuff, or anything like that. When people get a lumpy
package it's kind of exciting. You think you've got something from Amazon. You think
you've got … it's one of the products or whatever that you purchased online. It's
exciting when you see one and so you want to open it. Also, lumpy mail has a
tendency to get pass gatekeepers. If there's a receptionist that checks the boss's mail
at the business, what they will typically do is they will have an A pile and a B pile and
when they're filtering through all of the incoming mail, any bills or anything like that, the
receptionist will pull into one pile. However, if anything looks personal or if anything
looks like it is something that the business owner purchased himself, they will sort that
into a different pile and they won't open it because they want to give that directly to the
business owner. It has a way of getting past gatekeepers, because if you send a
normal letter to a business owner, the gatekeeper will probably filter that message and
it won't ever get to him or her. However, a lumpy message has a much higher chance
of getting to the business owner and getting opened and getting read. Also, lumpy mail
has a tendency to stay at the top of the mail pile. If the receptionist or the gatekeeper
or assistant places the mail pile on the business owner's desk, a lumpy package can't
sit at the bottom. Because if you sit a lumpy package at the bottom and then you put
mail on top of it, all the mail falls off. It naturally finds its way to the top of the pile.
We've got this message here which is very powerful one, because it's different; two,
because it gets the recipient excited. When they receive it they want to open it. Three
is it gets past the gatekeeper. Four, it makes its way to the top of the mail pile. The
result of all of these things is that we have a very powerful and a very simple method
for getting our message in front of our prospects. What we do is we create a letter. You
can read the headline on this one on the left that says, "Simon - People Looking for
Your Services Are Going to Need More Than a Magnifying to Find Your Business." We
have a headline and then we have the letter and everything, and then we send it to
them. Now, it's very important that the lumpy mail object like the magnifying glass or
the trashcan has some relevance to the letter that we're sending them. You don't just
include a random object in there because people would be like why did he do this, but
you get away with it when you tie it in it through the theme of your letter. On this one
on the left here I'm saying people looking for your services are going to need more
than a magnifying glass to find your business. I'm basically saying when people go
looking for you, they can't find you and even if they were to use a magnifying glass
they still can't find you. It's a cheeky way of making my point as well as putting a
physical object in there. Then the one on the right, the headline says Plumb Quick -
You're Throwing Money in the Bin by Making These Critical Mistakes with Your Digital
Marketing. I've got $100 note in a little trashcan. Again, it's tied into the central theme
of my mailing piece. The trashcan ties into the headline, it ties into my message and so
that's how I make the message more powerful. It's also how I get away with being able
to put physical objects in these mailing packages and be able to use this method
because when the business owner opens it they think that's smart or cunning. It puts
you in a good position for landing that person as a client because you're already
getting their attention. You're already standing out and differentiating yourself. In the
modern internet age, most people don't use physical mail and this makes it an easy
channel to get attention with since it's less crowded. In the modern day, most people
use internet, email, all of that stuff. What that means is that people have moved away
from physical mail and because people have moved away from that, there're less
messages to compete with inside the mail box because there's less people using the
mail box as a means to get their message in front of people. It's actually a very good
strategy to use. It's very powerful. Lumpy mail has the following advantages. We can
pinpoint exactly who we want to target and get a message in front of them. We can
research the person who we want to target and find the exact person and target them.
When it comes to some other methods like Facebook ads and things, we're targeting a
large pool of people. It's not laser targeted. Lumpy mail feel personal and it gets past
gatekeepers, which I've already told you about, and it gets into the boss's private mail
pile. Lumpy mail can't sit at the bottom of the mail pile because things will fall off it, so
naturally it finds its way to the top and gets opened. Another cunning strategy we can
use when sending lumpy mail to people is to handwrite the address on it. We don't
want to just stick a label on it. We want to use blue ink and we want to write the
person's name and their business address and everything because it looks more
personal. It will get past the gatekeepers, it has a higher chance of getting opened
because it looks like a friend or family member sent something. Then when it comes to
the sender's address on the back of the package, a very cunning strategy we can use
is to just put a woman's first name if you're mailing it to a man. Why we do this is
because if we don't put the address in the sender's details and all we put is a first
name and not a last name it looks like well, this is definitely personal and especially if
it's blue ink and it's from a woman's first name and it's a lumpy package and it looks
very personal. What happens is the psychology behind it is the gatekeeper sees this
mail, sees a woman's first name on it and no sender's address, no last name or
anything. They immediately think oh, I better not open this because I might be
intruding if I look in here. It might be something very personal. It might be dangerous
for me to look in here. What they do is they're like it's not worth the risk of me looking
so I'm just going to hand it directly to the business owners. It's a very cunning method
to get the message in front of the business owner and get it read and bypass the
gatekeeper completely. Just use a woman's first name on the sender's details. Blue ink
even works better than black ink. Different companies have tested this stuff. These
different companies that have sent millions of packages to people and they've tested
the color of the ink and everything. Blue ink gets opened more when you write the
sender's details and the shipping address and all of that on the package. There're
some images of these packages I've sent out. Like all of these methods, I personally
use this. I created these templates from scratch. I found these different physical
objects to use in these. I sent these out to more business owners than I can think of
and I've used this method to start and grow my business. Back in the early days,
lumpy mail was my main weapon when it came to getting customers and it's
responsible for landing me a lot of clients and making me a lot of money. Here's the
process and the workflow to deploy this attraction method. Step one, you can search
for people in your niche using Google and build up a list of potential clients using
Google Docs or Microsoft Excel. What you want to do is first of all, you need to have a
list of people so that you can send some lumpy mail to them. One thing you can do is
just go to Google and search. You can search for, let's say, I live in Sydney, in
Australia and my niche is plumbers. I could search for plumbers Sydney and then I
would Google and come up with the results. I could just start scrolling through and
start finding different websites and checking them out and then if they look like they
were a good fit then I could add them to a Google Doc or Microsoft Excel file and start
building a list that way. Then once you've got a list of people that you want to send
lumpy mail to then you can start sending it to them. I'm not going to go into depth
about how to build up a list because I covered this in detail in the module called
Planning Your 30D Attack and this stands for 30-day attack. This is a module and it's
in week four after this one. If you want to know more about building a list, check that
module out for more information on how to do that. Then you want to use one of our
lumpy mail templates or create one yourself. I've provided you with these lumpy mail
templates which I personally use. You can download the lumpy mail method cheat
sheet which is in the resource section below this video. It's a PDF, looks like this. It
basically says what is it, when should we use it, what are its pros and cons, what's the
process/workflow, and what resources support this method. I've included a ton of
resources here. If you want the trashcan template which was the one I showed you,
the trashcan with the $100 note out of it, you can click on word to get a Microsoft Word
file or gdoc to get a Google doc file. I'll click on this one. Here I get the template for this
specific lumpy mail method. I can walk you through this one right now. It says Plumb
Quick - You're Throwing Money in the Bin by Making These Critical Mistakes with Your
Digital Marketing. Then I put a screenshot of the front page of the website. Why I do
this is because it's personalization. When someone sees their name in the headline or
their company name and then they see a screenshot of their company, we've got their
attention because it's personal. Then I say Plumb Quick, I visited your website through
one of your Google ads and noticed some critical mistakes that are costing you money
and losing your customers to the competition. Making these mistakes is no different to
actually throwing your money in the bin. Turn the page and I'll explain how. This is a
powerful message because remember, I'm combining it with this trashcan here which
you can see on the screen and I've send it to them. I'm saying, "You're throwing
money in the bin." At this stage, I've really created desire and I've got their attention
and I've also started to kick their bruised knee a little bit by saying that they're making
some critical mistakes, they're losing customers to the competition. I'm creating that
agitation, that pain there. At this point, the person wants to know what I've got to say.
Turn the page and I'll explain how. Then I say, "Dear Plumb Quick, please forgive the
forwardness of this letter. But I can imagine as a business owner, you would like to be
told directly about things like these. Right now, you are spending money on Google
AdWords and there are some critical mistakes with your campaign that are costing you
money and losing you customers to the competition." Here, I'm basically just saying,
I'm basically intro-ing the letter. I'm saying, please forgive the forwardness but this is
serious, this is why I needed to tell you this way. Then the problem that you're making
is to do with this one specific area of your business. If you're in another niche which
isn't digital marketing and you're not selling to plumbers or anything like that, it doesn't
matter. You can still use lumpy mail. What you want to do is look at how I've used
lumpy mail and then come up with your own ideas. Think about what's an object which
you could put in in a mailer and use to mail to business owners so that you could get
their attention and really get your message across. You don't have to use my
templates. You don't have to use this here. I've provided it so that you can use it word
for word if you want. However, I've provided it more so that you can get ideas and
create your own variations. Then I cut to the problem. Here's the problem. Right now,
all of your advertising is driving traffic to your website's homepage and this is one of
the biggest nos in advertising. People who search for a term like "Plumbers Auckland"
click on an ad that says Plumbers Auckland and then they expect to land on a page
that says Plumbers Auckland. However, you're dropping them onto your homepage. At
this stage, when I was using lumpy mail, I was helping people out with Google
AdWords and digital marketing and things like that so that's why I'm using this specific
example. When people land on this page, they don't get what they thought they were
going to get and they hit the back button to go to the next offer which will be one of
your competitors, this is costing you money and you really need to fix this. By telling
them the problem, I've really kicked their bruised knee and now they're feeling like they
needed to fix this. Then I say, "Here's how to fix this." I've created a video just for you
showing you in person the mistakes that you're making and how you can fix them.
Jump onto your computer right now and go to this link, then I have a link which is
personalized so I personalized it to have the person's last name or the company's
name at the end of the link. By doing this, it's enticing. People want to go to the link
because it's got their name in it. Then I say, in this quick video, I walk you through
these mistakes and show you how to fix them so make sure you go check that out now
and then I signed it off with my name digital marketer, whatever we want to say, my
phone number and then I like to put an image of myself, a head hot. Putting the
headshot in here shows that you're not afraid to show your face, you're not afraid to
hide behind anything. Also, it personalizes the message as well. If I go to this right
here, this URL, we can see what this looks like. We basically say, Plumb Quick, here's
some critical mistakes which you're making with your digital marketing. Step one,
watch this video which I made for you. In this video, I basically say here's all these
mistakes that you're making and I personally walk through a screen recording of the
website and tell them all of the different mistakes. By doing this, I'm showing that I'm
different than the other marketers. I don't just send out spam. I take the time to
personally send things like this. Also, it's different. No one else has ever sent anyone
anything like this. Third, I'm really showing my commitment to delivering value and
helping the business before the relationships really even started. They watch this. I
won't walk you through the whole video because it's five minutes and you can go and
watch it yourself by going this page. What happens is they watch this video and then if
they're interested, they schedule a free consultation with us to discuss. Here, you can
see there's a calendar and they're able to go through here and select a time and date.
This syncs with our Google calendar so that it's always showing the right availability.
Then it asks them for the information and they go through and they fill all that out and
they schedule a call with us. That's the first template which is the trashcan template.
Now, I'm going to show you soon in this video how to set up the landing pages and
how to set up this thing here which is just showed you on the internet but for right now,
I'm just going to walk you through the templates, the letters first and then I'll get to the
digital stuff in just a moment. There's the trashcan template. There's also the
magnifying glass template. If I click on gdoc here, I can open this up. Here's the
template for the magnifying glass mailer. If I go back here, the magnifying glass mailer,
you can see is this one. It says Simon, people looking for your services are going to
need more than a magnifying glass. The template goes Simon, people looking for your
services are going to need more than a magnifying glass to find your business, then I
say Simon, last month, 43,600 people searched for terms like Plumbers Auckland in
Google and you were no place to be found. Here's what the search results look like
right now. I did a Google search for Plumbers Auckland and I took a screenshot of
what the search results look like. Then this 43,600 number, you want to find out how
many people are searching for plumbers each month in your particular area if that's
what you are doing. Now, this is just a random number which I made up for this
template. If you're going to use this exact template, you want to find out the specific
number of people that is searching. What I'm basically trying to achieve here on this
first page of the letter is I'm using their first name to get their attention and show
personalization. Then I'm saying that people looking for your services are going to
need more than a magnifying glass to find you. In a cunning way, I'm getting their
attention and I'm telling them that they're making a mistake. I'm really enforcing my
message and reinforcing my message with the lumpy mail magnifying glass which I
include. Then I back it up more with the statistic and with a screenshot of what Google
search actually looks like. Then I say, as I see it, even with the magnifying glass, your
business can't be found. Then I go to the next page. Now, at this stage, I have got their
attention. They're alert. They're ready to hear what I've got to say and they're starting
to feel a little bit of agitation because I started to kick their bruised knee. Dear Simon,
please forgive the forwardness of this letter but I can imagine as a business owner,
you would like to be told directly about things like this. You see, last month, over
43,600 people searched for terms like Plumbers Auckland online. These are people
who have a problem and are in need of your services. They're literally hot and ready to
buy but. Here, I'm saying that, forgive the forwardness but this is a serious matter.
There's a large number of people searching but you're not anywhere to be found and
this is a big problem. Then I come in and explain more about the problem. Your
business doesn't appear anywhere for these searched terms. Look at the screenshot
on the front page, your business is nowhere to be found. That means that all of these
business and all of this money is going to your competitors and you're missing out big
time. Here, I'm really just kicking that bruised knee more. I'm establishing a pain point.
Then I'm saying, but it doesn't have to be this way. There are ways to get your
business on page one of Google immediately and in front of all these searching
customers. I've had a look at the competition and I'm confident that we can get you
results fast. Results that get your business appearing up the top of Google and results
that get your phone ringing with ready to buy customers. Here I'm saying there is
solution and I could help you with it. Here's what I recommend. I'd like to offer you a
free consultation where I'll walk you through exactly what to do to get your business
appearing in Google immediately. I'll outline all the necessary steps and at the end of
this consultation, you can take the information away and implement it yourself or hire
somebody else to implement it for you. There are absolutely no obligations to choose
me or my services unless you choose to. I'm just basically reversing the risk here. I'm
saying you've got nothing to lose by doing this and everything to gain. It's a risk
reversal. Then I'm saying, to book a consultation, please call this phone number and
I'd put my phone number here or email me and I'd put my email in here. Then I'm
saying thanks, my name and then digital marketing consultant. I'd also put a little
headshot profile picture of you in here as well, any form of personalization makes it
more powerful. That is the magnifying glass lumpy mail template. Again, if you're in the
digital marketing niche, you can use this as exactly how I have done it here. However,
if you're in a different niche, you can use this as inspiration and as a framework for
creating your own. It doesn't matter what you're selling, whether it's personal training
or anything. You could create one of these for yourself. Now, to tell you just some
examples of how other people have done this, I remember we had a photographer in
our program and they wanted to get the attention of different galleries around America
and they were trying to think, well, what could be a good lumpy mail item to include in
the package to get the attention of these galleries. They decided to find like a plastic
foot. They found a little plastic foot which you could buy online and only cost a couple
of bucks. They put that in the package and they said the person's name, I'm just trying
to put my foot in the door or get a foot in the door. It was a way of kind of saying, hey, I
try to get a little bit of attention so I can explain something to you and I'm being humble
about it and they even put a foot in there which was really cunning and it worked really
well. There's infinite possibilities when it comes to using lumpy mail. Just because I
provided these two templates, the trashcan one and the magnifying glass one doesn't
mean you have to use these. You can create your own. You can create variations of
these. It doesn't matter what niche you're in, doesn't matter what services or offer that
you are offering, you can come up with something unique that fits for your application.
Those are the two templates. Now, there are also sites to buy lumpy items from. Those
are the products or the physical objects which we put inside the packages. I've got two
options here for you so you can click on option number one. To go to this one, you
could go to consulting.com/3dmail. This one here you could click on products and you
can see all of the different products which they provide and you can buy in order to
send lumpy mail items. You can scroll through these and really look at all the different
things that are available and try and get some ideas about what you might send.
Here's one that say, this one is a pill bottle. You could mail it. If someone was having
stress issues in their business, you could email them this and say, "Take this aspirin
and sit down and read this letter." You could talk about how the stress is killing them
and they need to fix that. There's all sort of different ones. There's Rubik's cubes,
boomerangs, dice, all sorts of different things. Here's the Foot in the Door one which I
was talking about. All sorts of different stuff and you can scroll through here, take a
look for yourself to get ideas and inspiration about what to send. This one is
consulting.com/3dmail to go to this provider. Then there's another provider and it is
consulting.com/lumpymail and here is another provider and you can click on products
and look at what they send. They've got trashcans, bank bags, silver platter. You could
say, I'm sending this to you on a silver platter or different things, message in a bottle,
all sorts of different ideas. Now, I've provided you with those two resources to buy
lumpy mail products from, however, you can buy them from anywhere. You could look
on Amazon, eBay. You could look on Google. You can buy them from anywhere,
however, I've just provided you with these two options here as an example. I've
personally purchased things from both of these stores and use them and had good
results with them. Now, a common problem people have or question people have is
when they're not in America. If you don't live in the United States and you go to these
websites, you'll notice that they don't ship outside of America and so most people were
like, "Oh I can't use this service." Well, I've got something pretty cool to show you.
When I lived in New Zealand for a long time so I've lived in New Zealand my whole life
pretty much, I've only been in America for a little amount of time so I know how to get
around to all of the stuff. There is a site which you can use for forwarding mail from the
USA into any country around the whole world. What basically happens is they give you
a virtual mailbox which is a special mailbox that you can put on your shipping address
information. You can buy stuff from Amazon and you can buy stuff from these lumpy
mail shops. You can buy stuff from anywhere in America even if they only ship to
America. Then you put the shipping address as your virtual shipping address. Then the
company will ship it to the virtual address and then at the virtual address, these are
these big factories and they sort all of the mail and then they redirect it and send it to
you anywhere in the world. I used it a lot. I used it all the time. The site I recommend is
called Shipito. To go there, you go to consulting.com/shipito. It's
consulting.com/shipito. There's a link to go there if you click here. Here's the site. It
says, sign up and get your Shipito address, shop anywhere and it will ship to this US
address and then you can combine all of your different packages and everything into
one and then they will send it to you anywhere in the world. I've used this thing more
than I can possibly explain. Because when I lived in New Zealand, I mean, I would
spend … everything I bought on Amazon and everything got forwarded to this shipper
and then they would ship it to me in New Zealand. It's actually cheaper to do it that
way than to ship it directly from Amazon to your personal address. It's a very powerful
method to use if you don't live in the United States. That's how you can get around that
one, consulting.com/shipito. Then you will have noticed that in the first lumpy mail
template which I've showed you which was the trashcan mailer, at the end of it, I
directed the prospect to a link to go online and view a video and schedule an
appointment and everything. You're probably wondering, well how do we set that up?
Just to refresh your memory real quick, if I pull up this trashcan template, scroll down
to the bottom, there's a link here and it says to go to this URL. Well, I've created all the
templates and instructions and everything so that you can set all of this up for yourself
and to do that, you just go here and it says, landing page templates and scheduling
system available here. To do that, you go to … where's the links? You can go to
consulting.com/clickfunnels. Consulting.com/clickfunnels, that is the URL. When you
go to that, you will basically, this one here is going to link through to this. It's going to
take me to a page that looks like this. What I've basically done is I've partnered with a
company called ClickFunnels. We've teamed together to bring you all of the
technology, the landing page templates and everything that you could possibly need
for you consulting business ready to be installed with one click. Normally, it would take
you a lot of money and a lot of time and a lot of resources to go out and build all of the
stuff. I can't really explain how long it would take you. You also have to deal with
technology, all of this technical stuff. We've made it so easy that you can just install
this with a click. You go to consulting.com/clickfunnels then you click on install your
funnels so I'm just going to quickly open this up in this window here so that it doesn't
have my original history on it. What you want to do is go to
consulting.com/clickfunnels, click on install your funnels. Now, if you're an existing
ClickFunnels costumer, if you currently have a ClickFunnels account and you're using
ClickFunnels, then you would select yes I do. If you don't, you'd select no I don't. If you
select no I don't, you're going to set up a free trial so it would create a new account.
You'd come here, start your free trial, you'd fill this out and you would … I'll show you
real quick how that would go. You would type in your information. Then it would take
you to this page here. On this page here, you want to put in your full name, email,
password, mobile phone, click create my account. It will create you a free trial of
ClickFunnels. Then after you've created your free trial, check your email. You will have
an email from me which has the link to import and download all of our funnels into your
new account. That's what you do if you don't have an account. You want to create one
by clicking no I don't following that process there. If you do have a ClickFunnels
account, then we don't need to create you a new one. We don't need to create you a
new free trial. You can just select yes I do. Then it will take you to this page and it
says, install our templates into your ClickFunnels. Load our website and funnel
templates directly into your existing ClickFunnels account. You put in your information
and you click on install my templates. Then here, you can see all of the different
templates which I have created for you and made available to import with one click. I
provided you with a full blow in consulting website. When people start their own
consulting businesses, having a website is generally quite an obstacle. It's hard to set
up. You got to deal with different technical people, all these different softwares and
platforms that are confusing, technical language. It's confusing. I get it. I was there
personally myself not too long ago. What I've done is I've designed and created the
very simple but very powerful consulting website for you to use. You can just install it
with a click and edit the information and it's yours. To view a demo of it, you can click
here to view live demo. The URL is samovensdemo.com that is where this website is
staged right now. You can get a real life experience of what it's like. At the top, we've
got our name as the logo, very simple. Then we have about contact blog and free case
study. Those are the main [inaudible 01:23:22] items and then it says, this is where
you put your I help blank to blank by blank statement. Then I've got a small little
paragraph about me, what I do, one simple image of me, copyright information and
then we've got privacy policy in terms. Now, I've created this page, this website for you
because it's very simple. I mean, it looks good. It's really simple which means it's fast
to set up. You don't need to play around with designs or anything. All you do is you just
change my information for yours. You'd put your name here. You'd put your statement
here. You'd put your sentences here. You'd put an image of you here. You'd change
this information down here to be your own and bam, you're done with this one page.
Then you just edit all the different pages. It's got a homepage and about page which
talks about us. Then there's a contact page which says how to contact us. Then we
even have a blog. The basic blog function so you can write a couple of articles and put
them online. Here's the first post, here's the second one, here's the third one. This is
all just sample content which I've got on here right now because obviously, you're
going to replace this with your own. A lot of this isn't even real. These aren't real post.
This is just a demo website hence the samovensdemo.com domain. Then you can
click into these posts and there's a detailed blog post. There's also about the author.
There's a comments function. You can see, this is a full on website. It has all the
functions that a normal website has and it's everything you need to get started and you
can get it with one click. Then you can just edit your information in about 30 minutes
and bam, you're live with your own website. It's also mobile responsive so it works on
a mobile phone. Also, it has been designed to get results. On all the pages, you'll
notice that it says, free case study, free case study and then even up here free case
study. All these free case study call to action, it takes us to our fragmentation funnel
which is the main funnel which I teach you to use in this program. If someone clicks on
the free case study, then they can register for the free case study. Enter in their email
and it will take them to our value video and all of that stuff. If I enter in an email here, it
takes me to the case study video which is our value video and it also says, apply now
to see if you qualify. They can apply. It hooks up with our calendar scheduling system.
They hold like pretty much everything. This is a full blow-in website. Everything you
need to start your own consulting business. More than that, I've also included privacy
policy in terms. In here, you can click and you can see the privacy policy I've already
put in here for you. All you need to do is change your company name. You just need to
edit some information and this is good to go. Also, the terms you just need to change,
edit some information and it's good to go. This is designed to be fully Facebook
compliant so you can use this for Facebook ads. It's got the terms and the privacy
policy. The reason why we have some blog posts is because that's also one of the
requirements to conform with Facebook's rules. This is really everything you need to
get started and you can install that with one click. I'm just going to go back to this page
which I was on which is consulting.com/clickfunnels. That is the consulting website.
Then we have the fragmentation funnel which is that funnel which I showed you and I
walked you through it. That's basically where you get your case study and you go
through. You watch the value video. You can schedule a time and then you can … I'll
walk you through it right now so you can see the full fragmentation funnel process live.
Also, if you want to check it out yourself, you can just go to samovensdemo.com and
click free case study. Then you select the time and the date in the calendar. This will
sync to your Google calendar. Then the prospect puts in their information and their
phone number and everything. It schedules it. It's going to send emails to me and to
the person that schedules the strategy session. It's running a bit slow right now. Then
it takes us to step 2 of 2 which is a survey to reserve a strategy session. The reason
why we use the survey is to collect some key information from our prospect and to
determine whether they are a good fit or they just tie a kicker. We want to filter people
who are going to waste our time from people who are a good fit and this survey
enables us to do that. This survey is fully editable. Obviously, I've set mine up for my
own business because I sell things to do with making money. That's why there's a lot
of questions to do with financial stuff. However, if you're on a personal training niche or
whatever, you will have a couple of questions that are different. If someone fills out
this, they click a book, your strategy session. Then it says, Awesome! Your application
is complete and your strategy session is scheduled and it gives some instructions. The
fragmentation funnel is a full end to end funnel. You can see its mobile responsive on
every device. To view it, you can go samovensdemo.com/case-study. You can get a
consulting website with one click. You can get the fragmentation funnel with one click.
All you click is install template. I've also included the lumpy mail pages and information
about live webinar pages as well which we'll talk about soon in this video. If I go LM
review, if I just click on this view live demo, it's not going to show me this right now.
That's all right. I'll correct that link. This is basically the landing page which shows the
video review. If I go back to this really quickly and if click on the trashcan template in
Google docs and if scroll down to the link, if I click on this link, if I go to this link here,
this landing page here, I have created a template and everything so that you can install
this with one click and be able to see all of these landing pages up when you use
lumpy mail. To do that, you just install this template here, you click on install template
and it will install the lumpy mail pages template into your system. Now, what that looks
like when I go into this. If I go to my ClickFunnels account and I can look at lumpy mail
pages here, when you click install template, it will load it into your account and it will
show up like this. Within lumpy mail pages, you can see these three steps. One is the
review page. Two is the schedule page and three is the success page. The review
page looks like this. If I click this button here, it will open it up and you says Plumb
Quick. Here's some critical mistakes. There's the review video and then step two is to
schedule a consultation. If they click that, they go to this. Basically, everything you
need to take someone from the physical letter through to the landing page and then
through to scheduled in your calendar. You've got all of the pages, the review page,
the schedule page and the success page. What can you can do was on all of these
pages you can click edit page and you can edit all of this information. It's very simple.
You just click on it and you can change the name to whatever your name is, edit this.
It's just very simple. Anyone can use this. It's very easy to use. I've created the
templates for you, the mobile responsive and everything. You just install them with one
click. It could not get any easier. It took me an extreme amount of time to create all of
this stuff for everyone and make it this simple. If you want to know more about how to
set up the landing pages and everything, I'm not going to dive deep into it and at this
video because in this video, we're covering all five of our organic attraction methods. If
you want to dive deeper and get into the granular details for setting everything up,
there's an instructional video here which shows you step by step. If I click on this link, it
takes me to a video called lumpy mail instructions. Here, I go into detail about how to
set everything up. I walk you through step by step exactly how to set up everything. If
you need more info, more details through the cheat sheet, you can find everything you
need. There's everything you could possibly need here. That is it for the lumpy mail
method. I've shown you the work flow and the process here. I won't go into a lot of
detail about this because there's more detail in that lumpy mail instructions video
which I just showed you but very briefly, you just want to build a list of people then you
want to use one of our templates or create one of your own. Then you want to create
the physical lumpy mail packages first for all of the people you want to mail it to. Then
you want to create your landing pages and online scheduling system using the system
which I just showed you consulting.com/clickfunnels. Then once you're ready to send
them, you just send them via the post and that's it, very simple. To help you deploy it.
Here are the different resources. 3D mail, you can go to consulting.com/3dmail or
consulting.com/lumpymail. There's Shipito, there's the landing pages system and
additional links on the cheat sheet. Here's when you should use lumpy mail. If you're in
a niche where you can easily find people's physical address or location, lumpy mail is
ideal. If you're in a niche where you can't find people's physical address or location, it's
not ideal because how do we know where to send it to? If you don't have huge money
to spend on Facebook ads and by that, I mean if you're not spending $100 a day on
ads then make sure that you're doing at least one to two lumpy mail mailings per day.
You want to be sending direct outreach by email every day, going to be sending out
one or two lumpy mail packages every day, you're going to be doing some posts and
things on your Facebook profile every day. You want to get into the habit of doing
these things every day and trying to build up that momentum and that critical mass so
that get moving. Many members in the program have used these lumpy mail templates
and innovative versions of their own to generate paying clients. I've seen people in the
program used my exact templates and get results but I've also seen people get
awesome results from creating their own versions. If they're in a different niche, they
choose that they create their own template, they find different objects to put inside
them and they really find their own unique angles, and those worked really well. Lumpy
mail works but it can be a bit mundane sending packages every day so mix it up with
other methods too. If you can't possibly find physical addresses for people in your
niche then this method won't really work. Now let's talk about organic method number
four which is called list farming. List farming is when we send broadcast emails to our
list or database and invite them to a live webinar presentation where we present
information useful to our niche and then at the end, we ask them to schedule a
strategy session call with us if they would like additional help. If you have an existing
email list or database, this is the lowest hanging fruit opportunity that you have right
now and it's the fastest way to generate some sales quickly. If you've already been in
business for a while, you've already got an email list or already got followers and stuff,
you want to use this method because it's the fastest way to generate a windfall of
clients. Most people underestimate what they already have beneath their nose, and
doing a simple list farming webinar can generate a windfall of new clients and profits
very quickly with little to no effort. If you don't have a list or database, then don't worry,
you can use this method later on when you do but this method is only for those people
in this program who already have one and this is a way to kind of shake the tree and
generate some business from what you already have. Here's the process/workflow to
deploy this method. Number one is to segment your list or database and prepare a
segment of people ready for an email broadcast using whatever email or CRM tool
you're using. Then step two is to create the slides for your webinar presentation. You
want to create the slides so that you can do your webinar. You want to practice going
through this one time yourself. Now, to do this, I've provided everything you need.
Because like all of these methods, I have personally used them and gotten results with
them because everything in this program is battle tested and proven. If I go to the list
farming method cheat sheet, available in the resources section beneath this video if
you download, it says, what is it? When should we use it? What are its pros and cons?
What's the workflow? When you're creating your slideshow presentation, I've given you
everything you could possibly need here. First of all, I've given you a sample webinar
recording. You can view it here. I've got a recording of a webinar which I did which
work very well, called 7 steps to 7 figures with your coaching or consulting business.
You can watch my webinar recording and see how I did it. I've also given you the
transcript for that webinar. If you want to read it and kind of get an idea of what
contents in there then you can view this transcript and this has word for word the entire
webinar. It's like 48 pages or something. There's a lot of information in here. Then I've
also provided you with these slides. I've given you my exact slides I used for this
webinar. There is a keynote template available here or PowerPoint if you use Microsoft
or if you use keynote on an Apple, so you can click here to download the keynote
slides that will start the download to my computer, then I can grab the slides here. In
here, you can see every single slide from my entire webinar presentation. This isn't
just some random webinar, this is a webinar which I used to produce more than … it
must have been more $3.5 million worth of sales with this one webinar. I'm giving you
the good stuff. This one made me more than 3.5 million and it's still running today so
it's a good one. It's a good one to learn from. When you're creating a webinar, you
basically you want to start off with a catchy title and everything. Then you want to say
who this is for, then what you're going to learn, then you want to say the house rules,
then you want to go into, does this sound like you? You're talking about different
problems. You're trying to get the person to be like, "Yes this is me, this is my problem,
I need help with these things." Then you're saying, "Well, there's a better way to do
things and I'm going to show what that better way is today." Then you're introducing
yourself and your story and what you're an expert at and everything. Then if you've got
some client case studies, you can talk about them there. Then you want to go on and
deliver the information. I'm giving 7 steps to 7 figures, so there's seven pieces of
information I give here. I say number one, I make my point. Number one, I make my
point then I back up my point with an explanation and then I provide a testimonial
which further cements that point I'm trying to make. Number two, my point,
explanation, testimonial. Number three, my point, explanation, my testimonial and I do
that and I go through the seven steps. That's how I provide the information to
everyone. Then I provide some more testimonials and case studies. If you don't have
any of those, that doesn't matter. Then I basically close with this point here. I'm like,
"Well, at this point of the webinar, you basically have two options." Number one is go
at it alone. Number two is learn the proven system from someone who's done it. Then I
basically say who it's for and then I have a call to action. I'm basically getting people to
apply for a strategy session with me if they want additional help. That's the call to
action for my list farming webinar. Then what happens is people will go from the
webinar, they will go online to schedule a strategy session with me. Now, in order to
see it all of the stuff up, you need to set up some webinar landing pages because
when you're sending out the emails to your list, people need to register for the webinar
and everything. Also, when you have your call to action in the webinar, people need a
page to go to so that they can schedule into your calendar and complete the survey
and all of that stuff. I've provided you with the templates and everything. You can click
this link here, consulting.com/clickfunnels. You want to click on install your funnels.
Select if you have a ClickFunnels account or not. Then it will take you through and
you'll be able to install the live webinar pages, that's the funnel you want. The live
webinar pages funnel basically has these six tips. Number one is the registration page
which looks like this. It's a webinar landing page that says exclusive live webinar for
coaches and consultants, the headline, some benefit, text, saying what they're going to
learn, a photo of me, then they can click yes to reserve their seat. They can reserve
their seat here. Then they go the success page and it says the date and the time and
also the link to attend live on the day. That is the registration page and the registration
success page. I provide you with the templates so that all you need to do is load these
into your account with one click and then click on these different things and edit them
so that they work for you, change your picture, change the privacy policy in terms so
that it works for you. Voila! You're set up with that list farming webinar template and
funnel. Then you remember at a particular … when I'm closing the webinar, I'm putting
in a call to action. I'm saying, if you want to have a strategy session with me, you need
to go to this URL and apply for one. Well, I need the landing pages for people to apply
for strategy session. I have here the schedule page, survey page and success page
and I can show what those look like here. It says schedule your breakthrough strategy
session with Sam. They can schedule that. They can select the time and the date.
Then it will take them through to the survey page which collects more of their
information, enables us to filter. Then finally, it takes them to the success page which
tells them what to expect on our upcoming call. Now I provide you with everything you
need here to deploy this method, all the templates and everything, mobile responsive,
ready to go. All you have to do is edit each page to have your information in it instead
of my information. Then you click publish, you set up your domain name, all of that
stuff which I show you how to do it later on in week four and you're good to go. When it
comes to setting up this technical stuff, there is a little bit more to it like connecting it to
your webinar platform that you're using to host your webinars. What I've done is I've
created an instructional video which shows you how to set everything up. You can get
that from this list farming method cheat sheet here. You just click on this link, it takes
you through to a video which has … it's an hour long and it just walks you through step
by step how to set up this list farming method. This is where we get really granular on
all of the details so I show you how to edit everything, how to publish everything, how
to link couple of the technology, how to test it. Everything you could possibly need to
know when it comes to setting up a list farming webinar, this list farming instructions
video has it all for you. That's what you can do if you want to have a deep dive and go
further into the details here. I've also provided you with all of my invite emails. When
you're doing a list farming webinar, you need to send emails to your list to invite them,
to invite your people to register for your webinar. What I've done is I've given you
actual email I've send. Because with this training, I'm not just giving you the theory, I'm
giving you the specifics. These aren't just cool ideas. These are things I've actually
used in the real world, on the frontlines to make money and I've made millions of
dollars with all of these methods. Like I said, this webinar has made me more than 3.5
million and I give you everything to know about it, the landing page, the whole …
everything you need, and even the emails. Here's the emails that I send to invite
people to the webinar. I've given you the subject lines, the copy, everything. What I
typically do is I like to email Monday, Tuesday, Wednesday, Thursday and then email
twice on Thursday and then do the webinar on Thursday. That gives me like five days,
that gives me five emails to send to people leading up to the webinar to promote it. I've
given you day one email one, day two email two, day three email three, day four email
four, and then day five email five. I've given you all of the emails that you need.
Obviously, these are my exact emails so you don't copy paste them because it
wouldn't work. You want to use these as inspiration and as examples of how to do this
yourself and you can create your own versions. That's pretty much all of the resources.
As you can see, there is a ton of resources here which I've given you so that you have
everything you could possibly need when it comes to setting up and deploying this list
farming method. That pretty much covers us for the list farming method. Get back to
our presentation. Like I said, to help you deploy this, I've included all of these
resources. They're all available in the cheat sheet. Here's when you should use the list
farming method. If you already have a list or database of people who follow you or are
existing customers or clients, you should use it. If you want to generate some fast
results with a little effort, little risk, it's a good method if you want to quickly test and
iterate your new offer or message and see if it resonates with your people. If you've
already got a list and you're trying to kind of iterate and innovate your message and
your offer a bit, it's quite good to test live sometimes because it enables you to make
changes and iterations quicker because you're getting live feedback. Then you can
adjust everything that way and it's a really good way to get some quick testing done. If
you want or you should run one of these immediately, if you already have a list,
absolutely you should do it right now or once you're up and running, you want to aim to
do a list farming webinar every 30 days. It's good practice. It's a good way to shake the
tree on your list and get the right fruit out of it, the people who are ready to rock. Then
you want to do a live webinar every 30 days. Make it a habit. Build it into your action
plan. Just this alone will add huge amount of strategy sessions to your calendar every
month. A warning, if your list is too big like 3,000 plus people, then segment it for
mailing because you don't want to overload your calendar with strategy sessions and
burn good leads. I've put that in there because I'm just weary if someone's got like
50,000 contacts. They don't want to email them all to this webinar because they're not
going to have enough time to give everyone strategy sessions so segment that list.
Now, organic method number five which is the JV webinar. The JV webinar, this is a
joint venture webinar with somebody in your marketplace who serves your ideal client
in a noncompetitive way, and an example to really cement your understanding of this.
If you're selling accountant training services and you partner with an accounting
software company and you serve the same people and can help each other while not
competing with core business offers. If I'm selling training to help accountant sell more,
well my market, my niche is they're accountants. Who else is targeting accountants?
Well, accounting software companies like FreshBook, Xero, stuff like that. Now, are we
competitive? No because I'm selling consulting and training and the software
companies are selling their software so were not competing with each other yet we're
still serving the same people. When that sort of relationship exists, it is prime for a joint
venture opportunity and a joint venture webinar. You basically want to make sure that
you're serving the same people but you're not competing on core business offers. This
strategy doesn't work until you have built up a bit of a track record and some proven
results because most JVs won't trust you until you can show proof. When a JV is
emailing their people for you, basically how a JV webinar works is instead of you
emailing your people and saying, "Hey, come on this webinar," somebody else is
emailing their people and they're saying, "Hey you should get on this guy Sam's
webinar." We're leveraging somebody else's lists, somebody else's context, and
somebody else's reputation into the industry. It's a very powerful way to grow by doing
it because you get delivered somebody else's list of network and everything. However,
people aren't going to give you that opportunity if they are scared that it might ruin their
reputation because a reputation is everything when it comes to your customers and
everything. The last thing someone wants to do is do a JV with someone who they
don't know and who doesn't have a track record because if it blows up, then they're
going to look bad in front of their customers and that's going to cause them a lot of
money. That's why you need to have this before you build up to this. If you don't have
this right now, that's totally fine. You don't need to worry about this method. However,
if you are ready to do this, then awesome, you should definitely try it out. It's a very
powerful method. A lot of people think that JV's is just about making money and when
they pitch the JV partner, they say, hey look I can make you all these money. True,
money is important. People definitely care about it but people care about their
reputation before money. Because no one wants to do a JV promotion for someone
they don't know and risk their reputation which has taken them a long time to build up
just for some quick money. No one does that. It's really important to remember that the
reputation and delivering value is of more importance than money. When you start
conversations with potential JV partners, keep that in mind. You want to show how
you're going to be able to serve your JV partner's clients and help them with their life
and their business and deliver value in everything before you get into the financials
about it. It will improve your approach in your pitch when you go to do that. If you have
an established reputation and track record, the JV webinar method is seriously
powerful and I highly recommend it. Here's the process and the workflow to deploy this
attraction method. Once you've got your reputation, you can start by looking at
potential JV partners who serve your clients in a noncompetitive way. Like I talked
about, if we're selling accounting training services, we could find accounting software
companies. Then we can create a list of 5 to 10 potential JV partners. We just want to,
first of all, canvass the landscape of the environment that we operate our business in
and see who the players are and see who we could potentially JV with. Create that list.
Put it in Google Docs or in Excel file. Then you want to find the name and email
address and the Facebook profile and whatnot for the different people who you've
identified. Then when you've got to the contact information, you wanted to contact
them just by sending them an email or a Facebook message. You want to float the
idea of a promotion. Don't start the conversations with money like I said because that's
not what's important to people. Their reputation and delivering value is of more
importance. Then you want to agree on a pricing model or revenue split that works for
the both of you and then agree to move forward with it and make it happen. Once their
reputation and all that stuff is figured out and you've established some rapport with the
JV partner, you can agree on a date and everything and then you'll probably going to
discuss the pricing and so you're going to split the revenue somehow. This can go one
of two ways. One way is you can pay per strategy session. You could pay $200 per
strategy session. That's one way you could do it or you could pay $1000 per customer.
That's what I pay. You've got to figure out what numbers would work for you and your
business. You've got to come up with those but this is what I typically pay. It's because
I know my numbers and I can happily pay $1000 to acquire customer and happily pay
$200 to acquire strategy session and still make a lot of profit. In that way, the JV
partner is getting a reward for promoting us and we splitting the revenues and that's
how a joint venture happens. Then once you've nailed down all the pricing and all of
that, you want to schedule the time to do the live webinar and it's basically the same
webinar as the list farming webinar which I showed you in organic method number four
just before this one, it's essentially the same webinar and the same process. However,
there are some key differences. They key differences are, number one, that instead of
you emailing your lists to bring people on to attend the webinar, the JV partner is
emailing their list so they're getting people to register for your webinar but they're
coming from the JV partner's list and they're coming from his emails which he sends to
his list. The other difference is that at the beginning of the webinar, the JV partner is
going to introduce you because most of the people who attend this webinar are going
to be followers and fans of the JV partner and not you. Then it's important that the JV
partner is there at the beginning to say, "Welcome everyone, welcome to this webinar.
I wanted to get Sam on and to do a webinar for you because I've been watching what
he's doing and it's awesome stuff. I think he can really help a lot of people, really add a
lot of value." When the JV partner does that introduction, it transfers some of that
authority and reputation that the JV partner has built up onto us. Now, were positioned
in a good way to deliver the presentation and get people to trust us because someone
else has endorsed us, it's an endorsement. Those are the key differences to doing it.
Now, once the JV partner has introduced you, you go ahead and deliver your webinar
the same way you always would. Then at the end, you have a call to action where
you're getting people to apply for a strategy session. It's pretty much the same set up
as the live webinar method or the list farming method but couple of differences. Now,
when it comes to setting one of these up for yourself, you can download the JV
webinar method cheat sheet in the resources section below this video. Here, you can
see what is it? When should we use it? What are its pros and cons? What's the
process/workflow? How to set it all up? Then I've given you a ton of information and
resources again, everything you could need. The webinar recording, you can watch
the whole video. It's the same webinar which we used for the list farming one. Then
I've given you the webinar transcript. Then I've given you the slides available in
keynote and PowerPoint. Then I've given you the landing page templates which you
can download. You can go to consulting.com/clickfunnels and you can install your
funnels with one click. You can install those webinar ones. The funnel is essentially the
same as the live webinar funnel. All we are doing is we're setting it up for a JV
webinar. On this registration page, the key difference would be that we would have a
photo of me and the JV partner here. That would be the key difference. Other than
that, everything is pretty much the same. That is landing page templates which you
can get. Then I've given you invite emails. Like I said, with everything in this program,
it's battle tested and proven. It's not just theory or some cool ideas which I came up
with. I've used this stuff to make millions of dollars. When it comes to the JV webinar
method, I've given you actual invite emails that I have used with Tai Lopez when we
did a JV webinar together. This webinar which we have done so far has made more
than $5 million. When I showed you my list farming method, that one made more than
3 million. When I showed you all of the other methods, they've all made more than a
million dollars each on their own. This one here has made me over 5 million. I've given
you the exact emails. These are emails coming from Tai to his people on his list.
However, I wrote them all for him. Often, that's what you do with JV partners because
you know your message better than the JV partner so you draft up the emails for them
and then they will edit them a little bit and send them to their list for you. These are
basically emails driving people to the landing page where they're going to register for
the webinar. You can read through all of them. I've included five of these for you. You
can see email one, two, three, four, five. Real life emails that we send to make a lot of
money with a real life JV webinar. I've given you the templates and the funnels and all
of that stuff which you need to set everything up, all the resources you could possibly
need. I've also created an instructional video showing you how to set everything up.
Like I said, this video here which you're watching right now, it is kind of a high level
view of the five different organic methods which we used to get clients. Now once you
know what methods you want to deploy specifically, you can deep dive and pull up
more granular information and find out how to set everything up step by step. To do
that, we're in the JV webinar method cheat sheet and I just clicked on instructional
video here. Oops, that's the wrong link there. I will fix that up. There is a video which
says JV webinar instructions and it's basically a video which will come up and it's
about an hour long and it shows you step by step how to set up the JV webinar
process. It goes into granular detail about how to set up ClickFunnels, how to set up all
of the stuff. Don't worry if I've skimmed over anything in here. We've got full one hour
video which walks you through everything in detail. That is the organic method number
five, the JV webinar. Like I said, we've provided you with all of these resources. The
best place to find those is in the cheat sheet. Here's when you should use the JV
webinar method. If you've been in business for a while and have an established
reputation and track record of clients, then the JV webinar method is going to work well
for you. Also, if you're well connected with other people who served your niche and
you're able to arrange JV webinars, awesome. JV webinar is going to work for you
right now. A pro tip, become your ideal JV partners customer first. The best way to
build up relationships with people is to become their customer first and start by building
a friendship and a customer-client relationship first. Then once it's warmed up, ask for
the opportunity to do a JV. You want to build friendship and trust first and then ask for
the opportunity to do a business because like I said, JV is not so much done on money
but more on trust and reputation and knowing that it's a safe move to recommend you
to their list and their following. When you're established and have a proven track
record, you should aim to do one JV webinar every second month of the year and
that's a total of six JV webinars per year. It's a great way to generate interest and
business. Like I said, I do JV webinars. I do all of the methods which I have described
to you in this video today, all five of them. What I want to do right now is really just
bring it all together and explain the next steps from here because we've covered a lot
of ground and a lot of different information in this video. We've looked an in-depth
review of all of these. The number one, Facebook posts. Number two, direct outreach.
Number three, lumpy mail. Number four, list farming, and number five, the JV webinar.
Now, I've given you the theory behind all of these. I've also given you the templates,
swipe files, examples, real life examples I've used and even the technology and
instructions, everything you could possibly need for every single one of these methods.
You know these methods work because I've personally used them in my business as
I've shown you with all of the examples. I've given you real life examples for each one.
Each one of these methods has made me more than a million dollars, some of them
multiple millions. These are powerful methods that really work. You've got all of the
information you need here. Now, like I said, this video is like a high level view of
everything to give you a full picture of a full 360 degree view of everything that we
have at our disposal when it comes to organic methods. What you want to do is pick
which ones you're going to use and then deep dive into them with the cheat sheets
and get the resources you need so that you can set everything up. Now let's discuss
some action items from this training module. You want to start thinking about our five
organic attraction methods and decide which ones you're going to deploy this week.
Now I showed you all five, as you can see, there's a lot of work if you do all five. I don't
recommend that you do all five. At no time am I even doing all five. Most of the time,
I'm generally doing a mixture of about two. What I recommend doing is picking from
the choices of organic attraction methods that we have and selecting which ones
you're going to deploy immediately. Don't think about it next month, next year. Don't
think about anything like that. I want you to choose what are you going to deploy this
week, make your decision and then become familiar with those specific attraction
methods. Then everyone, absolutely everyone in this program should clean up their
Facebook profile and do your first Facebook post today. The best time to do it is today.
You want to go to your Facebook profile, your personal one. Clean it up. Put your iHow
blank to blank by blank statement there and then write your first post. Get it done. I
recommend posting to your entire friend's list. If you're not comfortably doing that, you
can create a business list and segment people into it before posting and I showed you
how to do that earlier in the video today. Then everyone should create a list of 10 to
100 ideal clients in your niche and then start using direct outreach to get in contact
with them. You open up Google, start creating a list of people who you believe are an
ideal client for yours. Just start searching for them. Put them down into a Google doc.
Put them into a spreadsheet. Then once you've got 10 to 100 of these. Then you want
to start using direct outreach to get in touch with them, direct outreach that's just an
email or a Facebook message or a linked in message so get your first two or three
direct outreach messages out today. If you want to know how the winners do it in this
program, if you want to know how people make six figures, seven figures and really
changed their life, they learned the training and then they go and take action
immediately. That's the best thing you can do. What you want to do, clean up that
profile, do your first post. Then go and build that list of ideal clients and send out your
first direct outreach messages right now. Get it done. Then aim to send 5 to 10 direct
outreach messages to new people in your niche every single day. Make it a habit.
Make it something that you do first thing when you wake up is send out some
messages. You want to start building up momentum like this because it might seem
like you're not doing much at the beginning and you might not get much interest on
your first couple of days but believe me, after you've built this up over a period of say
20, 30 days, things are going to be happening, things are going to be moving for you.
You're going to be getting results. Then if you have an email list or a database right
now, then you should consider kicking things off with a bang using the list farming
method which we discussed. If you don't have a list or a database, don't worry about it.
If you have warmed up JV partners already, you should consider using a live JV
webinar to schedule your first batch of strategy sessions. If you don't have JV partners
or if you don't have an amazing track record yet, then just don't worry about this last
method right now. You can come back to this later on. I wanted to design and create
this training program so that it serves as a resource like forever in an ongoing way.
You can come through it the first time and you can take from the program the different
pieces which you need to execute to get where you want to go. As you evolved and as
you grow bigger, then you can come back and you can be like, "Oh okay. Now I can
do the list farming method and now I can do the JV webinar method because I'm a bit
more established now." That's why I wanted to provide you with a range of different
things here, and so those are the action items for this week. I can't stress it enough.
You want to clean your Facebook profile up right now, do your first Facebook post right
now and create that list of ideal clients and start sending out those direct outreach
emails right now. Get it done. That's how you get momentum. That's how you get
results and build up confidence in this program. That's it for this training video. Thank
you everyone for watching and I'll see you on the next one.

Fractal Facebook evolution

Hey everyone, Sam Ovens here and welcome to week five of the consulting
accelerator program. This week is called Fractal Facebook Evolution. In week five it’s
going to be all about Facebook ads and specifically like how to learn Facebook ads
like an absolute ninja. I’m going to give you the complete understanding of Facebook
ads all the way from understanding the paradigm you which you need to have and the
way of thinking about Facebook, how the platform works, how the algorithm works,
how it evolves and everything. Then down one layer into the strategy and the exact
game plan. What is our strategy, how does it differentiate from other peoples
strategies and how we’re competitive and how can we win. Then a layer below that
which is our tactics. Specifically what do you do? Step by step what do you set up,
how do you set it up and I’m going to give you the templates, I’m going to give you the
swipe files, I’m going to give you everything and then all the way done to actual click
by click instructions of how to set everything up. We’re going from the highest level
view which is like the paradigm in the way of thinking about it, all the way down to the
actual step by step click by click instructions. This Facebook training has taken me a
long time to put together and I just decided in the end I was just like, “I’m just going to
teach them the whole thing.” Facebook is an interesting thing to teach because you
can’t really just tell someone how to do it by step by step instructions because then
what happens is they run into an error or they face some uncertainty and they don’t
know what do because all they knew how to do is just follow some step by step
instructions. This time I’ve decided to teach everyone in full detail and full depth so that
you thoroughly understand it yourself so that if you face uncertainty or any issues, then
you’ll know what to do because you understand how this platform works, you
understand its true nature and you will be able to do all of that stuff on your own. I’m
still going to have the step by step instructions but I’m going to give you the full
understanding as well which is going to make you really dangerous out there because
I don’t think anyone else has an understanding of Facebook like this and you’re going
to be one of those people. It’s going to be an awesome training, I can’t wait to share all
with you. So let’s get started. Here is what we’re going to cover today in these training
module. We’re going to start off with your proof of concept which is your niche-offer-
result hypothesis proven in nature. So we’re going over there and I’m going to explain
why it’s so crucial to have a proof of concept before touching Facebook ads. Then
we’re going to talk about fractals and the fabric of the universe and where there is one,
there is many. Then mapping your niches genome and searching for the blue swan
DNA. Then Facebook’s algorithm; the all seeing eye and the invisible hand. Then man
and machine; the symbiotic partnership for scale. Then sacred Facebook; calculation
for the heavens of scale and profit and then finally the philosopher’s stone, an order
from chaos in the blues swan empire. These are some pretty different titles, however,
what I’ve decided to do is teach you it like this because I’m going to use metaphors for
explaining every different part of Facebook so that you can relate it back to different
things and understand it. Instead of just using the technical terms, I’m going to give
you the technical terms but I’m also going to give you the metaphors and everything
that we use. I’ve pretty much turned Facebook ads into a game and so I’m pretty much
teaching you the game theory for that game which I have so that you can thoroughly
understand it and it will make it a lot easier for you. So that’s why these titles are a little
bit strange but when we get you through this whole training, you’re going to have a
understanding like never before about how Facebook works. Let’s start with your proof
of concept, which is your niche-offer-result hypothesis proven in nature. Where you
should be at in this training program right now. If you followed step by step and you’ve
gone through the instructions and you’ve done what you’re supposed to do, then here
is where you should be at right now. You should have your niche-offer-result
hypothesis worksheet complete, that should have been done back in week one. Same
with your message hypothesis worksheet, that should all been done back in week one.
Then you should have adjusted your sales script which was in week three. So this was
taking the sales script, adjusting it to fit for you and then practicing it with other people
in the Facebook group, jumping on sky. The practice is really important. Then
assembling the war machine which was in week four. That’s setting up your website,
your funnels, getting all of that stuff live, having the availability to accept credit cards,
registering your business, getting your domain name, all of those things and sitting
your 30 day action. Then you should have gone out and done some real world testing
and iterations. This is when you use organic methods to go out there and actually try
and get clients. So you talk to clients, you set up real strategy sessions, you send out
emails, you do all of that stuff and you get on the phone with them and you take them
through the script. You just keep going through and if you get nos, you write down the
feedback, you record all of the feedback and then you iterate if you need to or you
don’t if you start getting clients. If people will tell you no on the phone, you will iterate
and you will try and improve your offer, your niche-offer-result hypothesis and you go
back to the market for testing. Once you’ve got a paying client, that’s awesome, then
you want to go and try and get another and then try and get another one. If you got
three paying clients, then that means you have a proof of concept and that means that
your niche-offer-result hypothesis is proven in nature, and in nature I mean just in the
real world. It’s proven to resonate with your niche because three people won’t buy
something unless there is something going on there. Three people don’t buy
something unless your offer has struck a nerve and it really does provide a crucial
update for the revolution of themselves or for the business or whatever. So that’s why
we aim for three and once we have those three, that’s awesome. You’ve got their proof
of concept and that’s where all of the fun really starts to begin. If you have completed
this process and proven your hypothesis in the real world by getting at least three
paying clients, you have proof of concept. Proof of concept is the correct combination
of the niche-offer-result formula. It means you’ve keyed together the right things here.
You’ve got the right niche, then you’ve got the right offer to get them the desired
results which they have. We teach all of this back in week one. When you get these
three valuables keyed together the right way, then that’s when you typically achieve
proof of concept. If you don’t have them keyed together properly, then things aren’t
going to resonate with people when you start talking to them and you’ll record their
feedback and you iterate. You’ll try different key combinations here and you will get to
the correct pattern after a few tries. That’s just how it works. If you have proof of
concept, it means that you have keyed together three variables in a way that is optimal
for the evolution of your niche and proof of concept is everything in business. If you
don’t have an established proof of concept yet, then you should keep things simple by
sticking to organic methods. Stick to organic methods; send out emails, send out lamp
email, do the Facebook post, all of that stuff. Get your proof of concept using organic
methods. Seriously you don’t want to miss with Facebook until you’ve got that because
it’s just going to really make things harder for you, it’s going to cost money, you will
end up getting frustrated and everything you want to keep things as simple as possible
while you are playing with the different variables in your proof of concept. Once you’ve
got that sorted, then you can come to Facebook because without an established proof
of concept, Facebook will burn you at the stake. However, if you do have and
established proof of concept, Facebook will become your best friend and provide you
with nearly infinite scale. How? Week five of this training program is going to show an
intricate detail like you have never seen before. So make sure that you buckle up and
take this process one step at a time. The first part of this training, Fractals and the
Fabric of the Universe: Where there is one, there is many. Here is something that most
people don’t understand about the world. Almost everything in the universe is fractal.
You might be thinking what’s a fractal? Fractals are self-similar never-ending patterns.
It’s easier; a fractal is a never-ending pattern. Fractals are infinitely complex patterns
that are self-similar across different scales. They are created by repeating a simple
process over and over in an ongoing feedback loop. Natural fractals include branching
patterns like trees, river networks, lightning bolts, blood vessels, et cetera and then
spiral patterns like sea shells, hurricanes and galaxies. Then manmade fractals include
things like the internet, the telephone system, social networks like Facebook and
Instagram and LinkedIn, the radio networks, the TV networks and so on and so forth,
there’s many of them. But all of these things, these both manmade ones and these
natural ones, these are all fractals of how they sort of all grow using a self-similar
pattern that never ends. There’s two images of different fractals on the screen here.
On the left we’ve got the branching one which is trees and river networks and things
used, then on the right we’ve got the spiral one which is what different shells and
storms and what the systems use. We see fractals everywhere in nature. Here is an
example of one with a tree. You can see how it branches out here. As it keeps
branching, you can see it just keeps it just keeps following that same pattern. Each
time it branches out, it follows that exact same pattern and that’s a fractal. Trees grow
using a fractal pattern. Here is another fractal pattern and this is zooming into a pretty
much infinite scale. You can see regardless of how far we zoom it in, the pattern
always looks identical. It just doesn’t matter how far we zoom in, we’re still looking at
the same shape. This is what happens with fractals. It doesn’t matter at what scale we
take it to, it looks the same or it looks similar. A simple pattern repeats itself over and
over again and it never ends. Here is what’s fascinating, fractal patterns repeat at any
scale. So whether you view a fractal pattern from an airplane at 30,000 feet in the air
or on the ground with your own eyes or under the power of a NASA microscope, they
always appear the same. If you were to observe the tiny branching pattern within the
leaf of a tree, that same branching pattern would exist throughout the entire tree on all
of its leaves, on all of its branches and even its roots within the ground, the exact same
pattern will just keep repeating. If you were to observe the roughness of a coast line
over one kilometer, the same roughness pattern would exist 14 kilometers and 400
kilometers and the entire coast line around the entire continent. Here’s two images. On
the right here you can see first of all the tree. If we were to zoom in on that one
branching pattern at the top of that tree, it would look like the tree. Then if we were to
zoom in on one of the branching patterns within that branching pattern, it would again
look the same. Here is a coastline down the bottom image. You can see there is a
scale of one kilometer, then at 10 kilometers, then at 100 kilometers and it looks
similar at every different scale. This is what we see with fractals. As it is large, so it is
small. As it is small, so it is large. It’s just the same. As the microcosm, so is the
macrocosm and as the atom, so is the universe. What does this have to do with
business and Facebook ads you might be wondering? More than you can possibly
imagine. Are you ready for it? As is our proof of concept with three, so is our proof of
concept with our entire industry. Here’s fractal patterns and our proof of concept. So
when you establish proof of concept by proving your niche-offer-result hypothesis in
the real world by getting at least three paying clients, the behavior and dynamics and
math that you observe during your testing stages will be representative of the
behavior, dynamics and math you observe when scaled up industry wide. Think of
small niche test groups as the microcosm and the entire industry as the macrocosm.
Whatever traits you observe during testing will be similar only magnified when scaled.
Here is two images, one of your proof of concept if we would have map it and the other
of your entire industry. If you talked to say 100 people and 20 of them ended up
purchasing, then we would probably say similar sort of conversation rates when we
went out to your entire industry. Or if you sold your proof of concept, if you got just one
client and the one person who signed up it was a real struggle to get them to sign up,
well then if we go and scale that proof of concept, chances are we’re going to have a
lot of trouble trying to get clients when we scale up. Whatever results you observe in
your test group during your proof of concept testing stage, we are likely going to see
the exact dynamics all the way through the rest of the scaling. That’s why that initial
testing stages are so crucial. That’s why in the training I talk about sitting your
foundations, making sure they sit correctly. That’s why we go through our scientific
method of iterating and choosing the right combination of variables when it comes to
niche-offer-result because it really is everything. If we have something out of alignment
at the small scale, then when we take it up to the large scale it’s just going to be
massively out of alignment because it’s just going to be the same problem only
magnified, 10x, 100x, 1000x, however much we scale it. So you need to make sure
that whatever conditions you have in your test, you’re happy with as we start scaling
that right up because what we observe in the pattern of your proof of concept, we’re
going to observe pretty much the exact same pattern as we start scaling it up. That’s
because our proof of concept behaves like a fractal. It won’t be exactly the same but it
will be similar. It will appear similar and there will be similar economics, similar math in
the conversation rates. If it was a real struggle to get anyone to sign up, then it’s
probably going to be a real struggle to get everyone else to sign up. However, if we got
three clients and they all signed up and there were extremely happy with our offer and
everything, then chances are we’re going to experience that as we start scaling
through the rest of the plan with your industry. This is a fascinating thing to understand
in business. Simply put, if what you have works at a small scale, what you have should
work at a large scale and with these three clients, there is more, a lot more. This isn’t
some bullshit theory I read in a text book, this is street theory learned on the front lines
of capitalism with my own money at stake. Here is a screenshot of one of my ad
account and you can see that I served with this campaign 106 million impressions.
With the same conditions I experienced with 20,000 impressions, I experienced with
100 million impressions. If you know a bit about Facebook, serving 100 million
impressions is quite a lot of impressions. If I am able to go from that scale at 20,000
and 20,000 impressions is still a decent amount, but if I’m able to go from 20,000 to
100 million and keep things in alignment without just totally blowing things up and just
sending the entire campaign into chaos, then that means that I know how to keep
things fractal and I know how to keep things the same as what I experienced at the
small scale. Here is the amount spent, $1.854 million and I’ve spent a lot more than
this. This was just like a one campaign that was running for a period of time. 1.85
million. The same ROY I received with $1,000 in ad spend, I received with over $2
million in ad spend. A lot of people they talk about scaling and they talk about scaling
campaigns like $100 a day or they talk about scaling campaigns up to like $1,000 a
day and some of the best Facebook gurus in the world claim that between all of their
different clients, on all of their different accounts over multiple years they’ve spent $1
million in ads. I’ve spent more than 2 million, way more than that, sometimes I’ve spent
nearly $1 million in one month and that’s on one account. So you can see the
difference. I’ve been able to again be able to scale things to a massive scale and keep
everything in alignment. While everybody else complained that they needed to refresh
their ads every week, I ran the exact same ads for 18 months without issue. In fact
some of them got better. I developed a completely new understanding of Facebook
advertising. It was like I merged with the machine. I could understand the nature of the
system. How it worked and how to work with it to achieve results nobody thought were
possible. After observing the other advertisers and so called Facebook experts, there’s
one thing I can tell you for sure, almost nobody knows what they’re doing when it
comes to advertising on Facebook. They are trying to teach a cat to bark. We need a
completely new paradigm and methodology in way of thinking about Facebook
because the current ways are broken. That’s what week five of this program is all
about and the dawn of a new epic changes in the rules of the advertising game. So
we’re going to talk about some massive changes which are happening across all
advertising channels right now. When it comes to scaling, you need a way to reach the
masses efficiently so your proof of concept can spread. How does something spread?
How does something reach the masses? We can learn by observing nature and nature
is better that any human at spreading things and reaching the masses. In nature things
spread through propagation and the evolution of organisms. Propagation is when
organisms multiply. An awesome way to look at business and ads and campaigns and
everything is with like the evolution of organisms. It makes so much sense. It makes
more sense than anything else I’ve ever looked at in parallel to business. Organisms
are any complex thing or system having properties and functions determined not only
by the properties in relations of the individual parts but by the character of the whole
that they compose and by the relations of the parts to the whole. It sounds a bit
confusing there but what it means is an organism is any system made up of individual
parts with these interrelationships. All the different parts affect each other individually
and then the whole affects all the individual parts but then the individual parts affects
the hole, and that’s what an organism is. Organisms are fractal. Nature uses
organisms. Like nature if we look at how plants and bacteria and coral and all of those
things work, they are all organisms. If we look at … What is an organism? An organism
is basically a complex system. Therefore, nature is a system. So if we are to look at
nature and be like, “Wow this thing is really powerful, it outsmarts us every single time,
it’s better at spreading things than us, it’s lasted longer than us, it’s way more resilient
than us, so what can we learn from it?” Nature is a system and fractals are a system
as well and the universe is a system and you are a system and then within you, you
have other systems. For the past 300 years we have traded everything in the universe
as mechanical and linear. The root issue and the current understanding of reality is
that we’re separate from other things. This is what classical physics or classic physics
really taught us that the world is all mechanical and each part is isolated and has a
separate instance and we can kind of break that part and it won’t affect another part
and that’s pretty much our classical understanding of things. Also that we’re separate
and that we are isolated from other things. Like if I have phone on my disk and I’m
looking at my phone and I’m not touching it, then I would say I’m separate from that
phone. There is space in between me and the phone, there is distance and we are
isolated. Anything that’s going on in inside of me, isn’t affecting what’s that in that
phone and what’s in that phone isn’t affecting me because we’re not touching. That is
the classical understanding that things are isolated and separate. Do you remember
my examples of interconnectedness from week two’s mindset training? I told you how I
noticed that one subject was interconnected to another subject. Totally different
subjects in different books, written by different authors but somehow interconnected.
Then how my thoughts would affect the outcome of a call. Like if I thought the call was
going to close and sometimes it wouldn’t, and if I didn’t have any sort of thoughts in my
head, then it often went the right way. Then my observation in Facebook ads
performance, I noticed when I watch them all the time, the ad performance wasn’t very
good. Then I noticed a correlation between my results and my client’s results. When I
started doing well, my clients did really well and when I was having kind of a tough
time, my clients would often be having a tough time. I wondered how could these
things be interconnected. I noticed all of these correlations between all of these
different things. Scientists and other so called experts would tell you that these things
have no connection and are completely isolated from each other. If you would have
asked anybody if there was interconnection between these separate things, they would
laugh at you and say it’s just a coincidence. When anybody writes off as a mere
coincidence, the left hand doesn’t know what the right hand is doing. As Leonardo da
Vinci said, “Learn how to see, realize that everything connects to everything else.” The
answers have been right in front of us. Look at the names of these things. Solar
system, ecosystem, social system, immune system and our nervous system in side us.
These are two system inside if us. Our immune system, nervous system, the solar
system is all of the planets and everything, the ecosystem is all of nature, social
system is how all human beings manage and structure all of their social interactions.
All of these things are systems. They all have the word system in there, we put it in
there. Miracles, disasters, coincidences and magic, these are all words used to
describe systems that we don’t understand. When we say things are a coincidence or
when we say something is a miracle or magic or whatever, it means that’s just kind of
a word that we ascribe to something because we don’t understand the system. But
somewhere in the system there is interconnection between those things and somehow
those things are having a cause and effect relationship with each other. If we knew it,
then we’d be able to predict everything. However, we just understand it. That’s kind of
what classical physics has left us with. It’s like we understand all of these things that
touch each other and connect and everything and we think everything works
mechanically but when we don’t understand things we just say it’s magic or a
coincidence or a miracle or whatever, but these are just systems. The thing is that
mankind doesn’t understand nonlinear systems and to understand the Facebook
platform and scale up your consulting business successfully, you must understand
nonlinear systems. This is really the first thing you have to learn before really touching
the Facebook ads platform because I see people do it all the time and they just don’t
get it and it confuses the hell out of them. They end up giving up or they end up
thinking that Facebook is stupid and they know better even though it’s not working for
them. You must understand nonlinear systems. Now we’re going to talk about
understanding nonlinear systems and don’t worry I’m going to keep this super simple.
This is going to be some very basic stuff here. First of all what is the difference
between linear and nonlinear systems? We’ll start with linear systems. Up the top here
we’ve got the read straight line chart and with linear systems, we have an input that’s
equal to an output. So if we put one unit in then we will get one unit out at any scale. It
doesn’t matter if we scale it up 10,000x or just 1x, if we put in one input, we will receive
one output. Linear systems produce outputs in direct proportion to the inputs at any
scale. For example, if you pay $100 for a hotel room and have a five out of ten
experience, then pay $200 for a hotel room and have a 10 out of 10 experience, then
the pricing system for hotel rooms would be assumed as linear because if we spend
twice as much, then we get twice as much. If we put 100 units in, then we get out a
five out of ten experience. So if we put 200 units in then we get a ten out of ten
experience because it’s linear. That is the current understanding really that most
people have. They think that if something has a 1:1 input output sort of ratio that it’s
going to continue on forever and it’s always going to be like that and it’s not going to
change. That’s how people treat pretty much everything in the world right now and
people especially treat Facebook like this. Someone will do a test campaign and they
will spend say $100 on ads and they might make back 200, so they then scale it up to
$200 and they expect it to just go up to $400 but it doesn't behave like that. Then they
get totally confused, blown away, then they freak out and they either mess it up or they
quit or they complain that Facebook doesn't know what it's doing. I also seeing people
[cover anthis 00:30:29] working and then they duplicate it or something, and then it
stops working. They're like, "How did that happen because it's just a clone of the
successful ad? How can we take a clone of a successful ad and make it exactly the
same, and then have it not be successful while the other one is still being successful?"
Well, when that happens you know you're not dealing with a linear system and is the
first giveaway that Facebook is not a linear system. For anyone of you that's tried it
before, then you know exactly what I'm talking about and this is probably going to
make a lot of sense. However, if you haven't used it before, don't worry. You will find
out pretty much within your first couple of days what I mean by this. Nonlinear
systems. This is the one down the bottom with the blue chart. With nonlinear systems
at any scale, one input could equal any possible output. Nonlinear systems are not
even predictable with math. Scientists and mathematicians don't like these systems
because they can't fit them into their little models, their little spreadsheets and their
little things which they like to do. Scientists always like to reduce things to all these
drawings and everything so that they can appear smart. However, it doesn't work like
that. With nonlinear systems we can't really come up with any math that describes
them because if we put one input in, then we might receive one input out a particular
scale. But if we scale it up, then if we put one input in, then we might receive 100
inputs out or 1,000 or a million or nothing. That's how nonlinear systems work.
Nonlinear systems product outputs with no proportion to inputs and very wildly with
scale. For example, if you spend $100 on ads and make $1,000 back, and then spend
$2,000 on ads, then make $10,000 back, the advertising system would be assumed
nonlinear and Facebook advertising is nonlinear, business is nonlinear, pretty much
everything in the entire universe is nonlinear. If you think about just drinking a coke,
that is nonlinear. The first sip you have from the coke is the best. It's like the most ... It
tastes really good. Your satisfaction on the first sip would be like 10 out of 10 but then
you get to that last sip, is your satisfaction anywhere near as high as the first one? No.
So you can't say that one sip of coke always ... That wouldn't be a linear system
because if the input is a sip of coke and the output is satisfaction, then what happens
is with scale it doesn't hold in inputs and outputs at the same direct proportion. It starts
to have diminishing returns. Because linear systems don't account for the effect on
other areas of the system. So we're only using a linear system and let's say we're
using a coca-cola, if we're drinking one of those, it doesn't take into account the fact
that we just had a sip of coke and the fact that our stomach is now starting to fill up
with liquid, then maybe we aren't going to be enjoying it as much. Pretty much linear
systems they don't really work. They can't really describe anything in the world. So this
is the current understanding for most people in the world and is broken. The nonlinear
system is what Facebook uses. We really need to understand this before we go into
the world of Facebook and that's why I'm showing it to you now because otherwise
you'll see things in Facebook ads platform that really makes you scratch your head
and wonder what's going on. Most people think if everything is linear but in reality
almost everything is nonlinear. All of nature, all natural things are nonlinear. Humans
make the mistake of cutting things into pieces and analyzing them on their own without
understanding their relation to the system as a whole. Scientists love to dissect things
that they might ... They cut up a tree and look at all these different parts of the tree and
be like, "Aha! This is what's happening with this tree." However, they don't stand back
and understand the relation of the tree to the rest of the entire forest or that one part of
the tree to the rest of the tree. They don't understand interdependencies and different
relationships between the different parts of things. They only dissect and look at one
little part and this is a mistake. For example, with Facebook ads I see this all the time.
This one is huge. I see people get obsessed about their cost per click. For a long time
it was going around that people were all psyched out about these two cent clicks.
People were like, "I know how to get two cent clicks or I know how to get 10 cent clicks
or whatever," and everyone was getting all hyped up about getting really cheap clicks
but that's just one part. That's just looking at one tiny little piece and it's wrong to look
at that because really it doesn't mean anything without looking at all of the other parts
that are connected to it. So we see a lot of time people getting really obsessed about
their cost per click. They're like, "Oh my cost per click is too high. It's $4 per or $5. This
is way too high. Or how can I make my cost per click down to like a dollar or 50
cents?" But it doesn't matter. What is more important is how it connects with
everything else because I've always said I would pay $1,000 a click if 100% of clicks
purchased. You think about that for a moment. It breaks everyone else's paradigm. It's
what I say to people. They're like, "No. You're cost per click should be this price or this
price," and I'm like, "What about that?" And it always stumps them. It just shutters their
entire paradigm right there because they don't take into account interdependencies on
different things because anyone in their right mind would spend $1,000 a click if 100%
of clicks purchased and your products was more than $1,000. Therefore, you can't see
it's some sort of hard road for cost per click because it doesn't take into account other
things. Another one could be cost per lead. I see people all the time they want the
cheap leads. They want the $2 leads, the $3 leads and as soon as they're on a
campaign that they might getting leads at like $10 and they start freaking out. They're
like, "Man, $10 a lead, that's so expensive. I want to get the $3 leads." Again, it doesn't
really matter. What's more important is the ROY, are we profitable and are we getting
customers because I've always said again, that I'd pay $1,000 a lead if 100% of leads
purchased. So I wouldn't care if everyone else was saying that you should be getting
leads for $1 or $3. I'd happily pay $1,000 a lead if 100% of leads purchased and my
product was worth more than $1,000. Again, that breaks the classic understanding.
This is the difference between nonlinear and linear systems of thinking. Most people
who are analyzing these individual parts and setting hard roads for each individual
part, they're using linear systems. They're assuming that in order to have a good
campaign that this isolated instance must be in this particular form. However, they're
not taking into account the nature of the overall system. Really what it looks like is this.
Cost per click influences cost per lead. Cost per lead influences cost per strategy
session which influences cost per acquisition and that all influences the return on the
investment. Then the return on the investment affects our company as a whole. It
depends whether we can actually pay that sort of money to acquire a customer and
whether that ROY is going to fit in with the rest of our business metrics. So all of these
things are interrelated and they all have interdependencies on different things. So if we
pay $1,000 a click, that might not matter if 100% of clicks are buying and our ROY is
strong and our company is profitable. You get my point. I'm saying here when you're
looking at Facebook, it's important to not zoom right in and isolate one little instance
and get obsessed about that. What is most important is the nature of the overall
system. Then typically what we do is if the nature of the overall system if it's bad, so if
it's not profitable, that's when we zoom down and we got into the individual instance
and we look for where it's bleeding and we fix that individual instance. However, if the
overall system is doing really well, then we wouldn't really care so much about one of
the metrics being a little bit out. This is the mess understanding shift for most people
that they need to make. They don't understand how all of these things are interrelated.
I've had a landing page conversion rate of 25% before and so I thought I might try and
improve the landing page conversion rate. So I changed the landing page around and I
managed to get the landing page conversion rate up to 40%. I managed to get it up
15%. So I assumed that my profits and the amount of money I make should go a lot
and then I waited around for about five days for the test to carry on and get enough
traffic so it would be statistically significant and I ended up losing like 20 grand. I
couldn't get my head around it. I was like, "What is going on? I improved the funnel,
how is it now losing money? How can you improve your landing page conversion rate
and ruin your entire campaign?" If we were using linear systems thinking, then if you
improved your landing page conversion rate, therefore, you should improve your profit.
However, I just improved my landing page and somehow ruined my entire campaign
and this is what happens again to everybody. I see this all the time. They miss one
little piece and it breaks down the whole thing. You've got to understand how all of
these things interrelate with everything else. It is possible to get your cost per click
down and not make any money because of it. I pay about $10 per lead at the most and
we've tried to go down to like $3 leads but when we go down to those leads, they don't
buy, we don't make any money. So I'm going to care if I'm paying $10 a lead and
making millions or do I want to be at $3 a lead and lose money? This is the
understanding where people just don't know what they're talking about because quite
often when people ask me about my Facebook advertising stats, they'll say, "How
much are you paying per lead?" And I'll say 10 bucks and they're like, "Ooh. That's too
high man. You need to get somebody to look at that," and I'm like, "Jesus! This person
is supposed to be one of the good Facebook people." This is what we see everywhere.
You just don't look at those individual things. It's not what's important. What's important
is the nature of the overall system. Like I said, Facebook advertising is as nonlinear as
it gets and you need to measure the separate parts but you must keep in mind the
interrelationship with the campaign and the company as a whole. Understanding
nonlinear systems is vital. Let's cover the basics of nonlinear systems so that you can
become a master at this and the simple components of nonlinear systems. There's
only three things: systems, branches and nodes. So don't worry, this isn't getting all
like weird and science or anything like that. This is just so but simple and you've drawn
a little thing like this before anyway. This is what a system is built up of, just branches
and nodes. A branch is just a line that connects two different things and then a node is
one of things where these two things intersect. So you can see branches and nodes.
Then the system is the collective of everything. If this system here is made up of one,
two, three, four, five, six, seven branches and two nodes, then the system is made up
of seven branches and two nodes. It's just the overall thing, the entire organism and
then the branches are within it. This is how evolution works. All the evolution for
everything forever it all uses systems that have branches and nodes, and the overall
system would be the ecosystem or nature. You can see how a fish and different
species evolve using this branching pendent. This is how DNA works. So this is how
your DNA works. Here's how DNA splits out. You can trace it back here. If 50% of your
DNA would come from your mother and 50% from your father, and then it would split
out into there mother and father, then into this and this and this and it keeps going
wider and wider and wider. That's how your genes and your DNA are made up of all of
these different things just like this. It's just again a system made out of nodes and
branches. This is how your brain works. Inside your brain it pretty much just looks like
this. There's all of these different things and this where the electricity fires down like a
synapse. That's how you have a thought and you've got different thought patterns. The
way you have a thought pattern is habits, tendencies, biases, all of those things, those
are paths that you've burned through your brain and really you've set a really good
pattern firing electricity down that specific path. So when you've got a habit, you've
burned a particular way down your brain and so as soon as you see a piece of
stimulus, the synapse fires and the electricity shoots down. That's why it's quite hard to
break a habit because you're creating a new branch and a new node and a completely
new path and pattern through your brain. The more you run that thing, the more you
burn that path into your brain. If you would look at the inside of your brain, that's how it
works. Again, nodes, branches. It's a system. This is how social media works for the
individuals and for the entire collectives. Facebook has some insane data. They can
see ... They could just look at a map like this for any individual. They could at you for
example and say, "Okay. Here's this person's," let's say your James, "Here's James's
different friends and how they cluster. He's got his summer camp friends, then he's got
his one time event friends which he made at [ranravim 00:46:32] one time, then he's
got his school friends, then he's got different camp friends, random people, then he's
got his sports team member friends and then he's got some outlier friends over. This is
what Facebook can tell. If they look at their data, they can really just map it all. The
way your friends' groups work and the way your sports teams and all of those different
things work again, it's just the system of branches, nodes just built up by that. This is
how Facebook campaigns work. This is how the actual structure of a Facebook
campaign works. It starts with an Ad account and then it branches down to a
campaign. Then within a campaign we could have an Ad set that's another branch
down and then within an ad set we could different ads and then it's another branch
down. Within an ad, we've don't different things like an image, a headline and copy.
Those are all different branches. So you can see again this is a system built of
branches and nodes, and this is how the entire internet works. You can see here's all
of the ... This is an actual mapping of the globe and all of the different internet
connections going between all of the different countries. You can see the lines
between them. Again, this is a system that's built up of branches and nodes, and if
you've wondered why the call it the web, that is why because it pretty much just forms
one big web. Hopefully you're starting to see how everything is connected to
everything else. Literally everything in the world is a system and all of the systems are
made up of just branches and nodes, and that's how everything is made up. Even the
things we can't see, electric thing, things in space, things in our body, things
everywhere. Thought patterns, DNA, everything there is. However, we just don't
understand a lot of those different systems or we can't see them so we don't
understand them but everything is connected to everything else. Now let's talk about
what this has to do with Facebook ads and scaling your business. We're going to talk
about mapping your niche's genome, searching for the blue swan DNA. The way I
think about Facebook ads is pretty strange. However, I didn't get good at it until I was
able to understand every part as well as each part's interrelationship with the system
as a whole. It dawned on me that this was the missing piece of the puzzle and
everyone's understanding as well as all of the training programs to date from all of the
experts. This is the thing that everybody missed. Instead of teaching with do this and
do that tactical instructions that break down the moment you run into issues or
uncertainty. You know, there are so many programs which teach people to do this and
do that and the instant they do it then it's all very well and it works, that's awesome.
But as soon as they run into an obstacle or as soon as they have to think for
themselves, they can't do anything because all they knew how to do is follow
instructions. Don’t get me wrong, following instructions is great. But if you're going to
build a big business, you need more than instructions. You need to know what to do.
One thing's for sure, things are going to go wrong. That's what happens eventually like
all things change. You can guarantee it that things are going to go wrong and that's
when you're going to need to understand how to do things instead of just having these
step by step instructions. That's why in this training I'm going to give you both. So I
decided to teach you the paradigm which is our total way of looking at it and
comprehending it as well as the strategy which is our game plan, our game theory of
the whole thing and the tactics which is the drilled down individual things which we
have to do all the way down to step by step; click here, type this, copy paste these
instructions. So the whole thing from the highest view to the most granular piece. This
way you'll know what to do, why you're doing it and how it fits into your overall strategy
for your entire business. This is why I have named different things with strange titles
and metaphors to help you understand the way I think about Facebook ads. So this is
why this particular part of this module is called Mapping Your Niche as A Genome:
Searching for The Blue Swan DNA. What are blue swans and what is swan DNA? We
have blue swans and red swans. This is what we call them in the way we run
Facebook ads. This makes it way easier to understand and when we're
communicating with each other and everything, it's just super simple. We're like, is it
blue swan or red? A blue swan, blue swans are what we call profitable Facebook ad
set. An ad set is just something that contains an ad and an audience. So it's a
particular ad paired with a particular audience within an ad set. If that's profitable,
which means it's making money and it's producing ROI, we call that a blue swan. We
want blue swans, that's profitable ads. Then red swans are what we call unprofitable
ad sets. So that's an ad set with a combination of audience and ad that doesn’t make
an ROI for us or it makes an ROI but at an unsatisfactory level. That's a red swan.
Basically, we're wanting to get as many blue swans as possible and we want to get rid
of the red swans. When we're creating our different Facebook ads, we're trying these
different variations and combinations and then we're letting it play out and then we're
killing the red swans from the population and trying to multiply and propagate the blue
ones. We're trying to get as many blue swans as possible. Then blue swan DNA; blue
swan DNA is what we call the genetic makeup of the profitable Facebook ad set
combination. Within an ad set, the way I think about it is, an ad set is like a cell. Within
the ad set, there's a string and this is like a DNA string. It contains three things; the
audience, the message and the image. So you select the audience, you select the
message which is the text of the ad and the image which is the image which goes with
the text of the ad. That's the string; audience-message-image and that goes within an
ad set which is a cell. That's how we can tell whether something works or not. If a
particular ad set works, if we have a blue swan, then we're able to look at the blue
swan's DNA string because we can just look inside our ad set and it will say the three
dash things. It's also how I name everything in my ads account. So my ads account
has like I don’t even know how many ad sets, tens of thousands. So many that it will
break a normal computer's browser if you open it up. It's huge, thousands and
thousands and thousands of ad sets. So when you go into that thing, you can't
understand it unless there's some sort of naming conventions and everything. So we
use different DNA strings. I'm able to see immediately if an ad sets working. I'm able to
see what its DNA is. If something isn't working, I'm able to see its DNA. I can really see
what different combinations of variables are making it up. This is really important and
really handy as we go on because you don’t want to create an ad set that works and
then not be able to identify it's genetic makeup because then you're not able to multiply
it and duplicate and grow it. This is a really simple way I've created to really
understand it. We're just using Facebook ads trying to breed blue swans. We want as
many blue swans as possible. We're going to get red swans as we're trying to grow
blue ones. That's fine. We'll just get rid of them. We'll just turn them off and delete the
ad sets. When we do get successful blue swans, we want to look at their DNA and we
want to breed the healthiest DNA. So even within our blue swan population, we're
going to have the head of the population which is going to be the healthiest ones. The
healthiest ones are going to be the ones that are producing the most profit. If we're
going to start breeding blue swans, we want to start duplicating and propagating from
the healthiest of the blue ones, not from the unhealthiest. What we can do is, we can
start … As we start to breed healthier and healthier blue swans, we can start even
turning off some of the blue swans anyway. Even though they're profitable, we can
start culling some of those from the population because we want even more profitable
ones. That's how it works, that's how we think about it and it makes it really easy to
understand. We're basically searching for the DNA make up of profitable ads when it
comes to advertising your offer to your niche on the Facebook platform. Just like
keying together, the niche offers result variables to achieve your proof of concept.
That's how you achieve your proof of concept. Remember we put together these three
variables and that's our hypothesis, that's our niche offer result hypothesis. Then we
go to the market for testing. Then we test with organic methods and we collect
feedback on our hypothesis testing sheet. We should do at least 30 calls. If we don’t
get someone to buy, then we iterate. We start changing variables based on the
feedback and we go to the market and test again. We keep using the scientific method
to achieve proof of concept. Once we do achieve proof of concept, then that string of
niche offer result variables is assumed to be correct. If we get three clients, three
paying clients using that string of niche offer result variables, then there's a pretty
strong chance that we're on to something here and that what we see here is going to
be … We're going to be able to scale that throughout the rest of the industry. We need
to learn the successful combination of audience message image variables to achieve
successful advertising on Facebook. So just like we had the niche offer for result
variables when it came to getting proof of concept, now we've got similar but different
variables to achieve profitable Facebook advertising which is audience-message-
image variables. How do we do that? How do we get those variables right? Well, this is
what I refer to as Mapping Your Niche's Genome. First of all, what's a genome? A
genome map is a map of an organism's entire genetic makeup. It tells you everything
about the organism; it's history et cetera. A human being or a particular type of
organism like a virus or anything you could map its genome and it would look
something like this on the left. It would show you all of the different things that make it
up, all of the genes inside it, all of the genetics. You could tell its entire history, its
entire family tree, everything from its genome map. Mapping your niche's genome; so
mapping your niche's genome is when you thoroughly understand your niche, their
problems, pains, fears, desires, heuristics, biases, tendencies, responses to different
stimuli, when and where they hang out and more. Mapping your niche's genome is
when you understand everything about them. You understand that if you flush this
stimulus in front of them, they will respond with this. When you understand those sorts
of things, you pretty much understand their genome. If you understand their response
to different stimulus, that means that you understand the thought pattern that's in their
brain. When you understand the thought pattern in someone's brain, you understand
them better than they understand themselves. That's when you're getting into some
seriously deep understanding of your niche. Once you can do that, you are
unstoppable because every ad you create is just going to strike a nerve and trigger
different pattern within your niche. You're just going to be able to run circles around
everyone else because you just understand the entire organism and you know where
to push, you know which different areas of the matrix to push on to make different
things happen. When you understand that, it's just your game. That's what happens
when you stick to something. That's why we pick a niche. Don’t worry if you don’t have
that yet. You will get it eventually when you just keep going with this training and you
keep following these different instructions. You already have some of the information
for your niche's genome. Remember how we talked about fractals? We talked about
fractals and nature. We can see here there's the tree with the branching. As it is large
it looks the same when we zoom in really really close. Then there's the fractal end of a
coastline, it looks the same at one kilometer as it does at 13 and then at 100 and then
the entire continent. With fractals, as it is large, so it is small and as it is small so it is
large. We see the same pattern repeat. Fractal patterns tell a story about the process
that created it. So while a fractal might not show us exactly what this thing will look like
at a large scale, it will tell us a story about the process that created it. For example with
DNA, if someone just leaves like one little hair, if someone just leaves the tiniest little
hair or the tiniest just piece of like dead skin on the floor at a crime scene, they can get
that, that tiny hair and that hair… Sure you might look at it and be like, well that doesn’t
look like the person, it doesn’t because it's just a hair. However, when they examine
that under the microscope and look at the DNA makeup of the hair, they will be able to
find the person because that's a fractal. Within any part of you, even the tiniest piece
of saliva or the tiniest piece of dead skin or hair or anything, all of the code's in there to
understand who you are and who your parents are, who your parents parents are and
who your parents parents parents are. It's a fractal and it's pretty crazy how that works.
Fractals and you proof of concept. As it is small, so does large as it is large, so does
small. Here on the left we've got these two images. We've got an example of your
proof of concept that might be a map of all the different people you spoke to, who said
yes, who said no and then people who said yes, how satisfied they were and whether
they referred people or what not. There is going to be a fractal pattern just like the
DNA in your proof of concept that resembles the entire industry. When you establish
your proof of concept by getting at least three paying clients and proving your niche
offer result hypothesis, the combination of variables there will provide the initial
conditions essential to advertise on Facebook's platform. Your proof of concept
contains some of your niche's genome. So when I talk about mapping your niche's
genome, what you've already found in your proof of concept, the fractal pattern that
you can see in your proof of concept, that is going to resemble some of the genome of
your entire niche. When we say the genome of a niche, we're talking about your niche
is a collective organism and it's genetic makeup. This is why it is essential to establish
your proof of concept before touching Facebook ads. This is why I stress this point
again and again and again because if you don’t have a proof of concept and you go to
Facebook, you don’t know what the genome is. You've got no idea, you're just going
blind. Without it, we have no idea about setting the initial conditions for a successful
campaign. We have got no idea about the DNA string and makeup. Without having
some idea of the initial conditions, we're sure to fail. You can almost guarantee it that
it's going to fail. It's going to be hard, it's going to lose money and even if we are
hopeful and successful and we worked really hard, it's still probably going to fail
because we're loading initial conditions just totally winging it. We have no idea what
we're doing. When we do that, we can't expect to know the genetic makeup of some
sort of health organism if we're totally guessing it. How could you go out into nature
and just combine three random things and expect it to grow into a healthy plant? You
wouldn’t. You would have to do some testing and experimentation and research first to
know that what you're planting in the ground has proven in some environment and in
some taste to be successful. That's why we have our own proof of concept. Now,
assuming you have established your proof of concept and have the initial conditions
ready, and by initial conditions I mean the string from your niche offer result hypothesis
variables, if you've got those ready, well let's talk about scaling up. Let's talk about
taking that DNA string that you've got from your proof of concept and really just
ratcheting it up and up and up and really just getting it systemic throughout your entire
niche; taking over your niche with this new and updated DNA string. Now, let's talk
about Facebook's algorithm, the All Seeing Eye and the invisible hand. When you want
to scale up, you need a way to connect with the people in your niche. There's no way
for us to scale without someone sending some information to the other people. There's
no way for anything to spread or propagate in nature, in business or anywhere unless
some sort of information travels down a branch, a node structure and connects to
different people and communicates with them. That's how everything works. It's how
your brain thoughts work, your DNA, your genetics, your blood, everything. Somehow,
something needs to get sent through that network and go and connect with the right
people and deliver them a message so that they can make up their mind about how
they want to react to it. You need a way to get into the central nervous system of your
niche and see if the individuals that make the organism take your offer. If we think
about a niche which is, let's just say our niche is 10,000 people. All the individual
people within that group of 10,000, they're individual people. However, they all make
up part of one organism which would be let's say the personal training niche. Together
each of those individual people are different nodes and all of the different branches in
between them are all of the different ways that they're networked and connected. It
might be through social media, email, friends, and texting, whatever. That's how
information disseminates between different people and different companies within a
niche. That's how it really starts propagating and growing. The way we want to think
about it is that without proof of concept, we have a vital update to the wellbeing of the
entire niche organism as whole because we found a problem they have, we've got a
solution for it and we've already tested it with three people and it worked with them and
they're happy. So now it's like we need to get that update uploaded to the central
nervous system of the entire organism so that we can make it healthier and better.
What's the best way to do that? Well, take a look at this and this is pretty crazy. This is
Mark Zuckerberg at one of the latest Facebook events and this is an actual live, real
time map of people on the network at one point in time and the different connections
all around the world between the different people that were happening live. It pretty
much illuminated the entire earth. So look at that. That has got to be probably the
strongest network that I've ever seen. I mean, the internet is stronger than that but this
is one platform and it's a social platform so it's heavily networked. Facebook has 2
billion users, its b, billion. You know, I think there's only like 8 billion people in the
world so that means they've got like a large portion of the entire world on one platform.
This is active monthly users. So this isn't just registered users. This like ones that are
actively using it all the time, 2 billion. Facebook can map more of planet earth in four
days than we have done as a collective human race in all of recorded history ever.
They can do it in 4 days and they are getting faster. Facebook knows more about you
than you know about yourself. It’s a better predictor of your own habits and behaviors
than you yourself. You just think about how much data that thing’s got. It knows
everything that you have ever looked at, clicked on, all the photos you have looked at,
who you’ve talked to, the different words you’ve said. It knows how to categorize the
different words into different things and tell whether you are angry or sad or how you
feel about this person and how that affects how you feel about the other people who
are related to them and how all of your different networks work and the times you go
online, everything. It’s been collecting data since the beginning and it’s connected to
your phone. It’s got photos of you, it’s got everything. This thing, it knows a ton. I’d
honestly say for everyone that uses Facebook, it’s a better predictor of their character
and of their behavior than them themselves. Facebook would never publish this data
because first of all it would freak everybody out beyond belief and they’ll probably get
in trouble and people would probably stop using Facebook. It’s not like the employees
or managers at Facebook have access to the deep data either. It’s not like just people
at Facebook can go and just pull up all of that stuff. A lot of that stuff is probably
protected and no employees or managers or anything can even go and look at it. It’s
stored deep down in these databases and everything. So who does? Who has an
access to all of this, deep intelligent data? Facebook’s algorithm does. The algorithm
has access to everything. This is why we call it the All Seeing Eye because it can just
see everything. There’s 2 billion people on its network and its watching them at all
times and it knows pretty much everything about them and there’s 2 billion of them.
That’s as close to an All Seeing Eye as I think I’ve ever seen. So what’s an algorithm?
Here’s what Facebook’s algorithm is, basic example or explanation. An algorithm is a
procedure or formula for solving a problem based on conducting a sequence of
specified actions. It has real-time access to everybody on the Facebook platform and it
knows all of their data for their entire user history, everything. The way you want to
think about it is, think about it as a well networked friend with 2 billion connections and
it knows everything about all of them and it can call of them at one time. So you
imagine if you had this friend in your friend’s group and you meet up with him or her for
a coffee and you knew that they knew 2 billion people. Most people know like 20
people or something. I only really know like five people well. Imagine if this person
knew 2 billion people well. It knew them better than you knew yourself, all of them and
it could recall anything about any of them immediately. If you are asked, well can you
tell me people who are here and who are feeling like this and who are interested in this
and who are in between these ages and with a high chance of buying this, it could
immediately compute that. Not only immediately compute it, it could immediately put a
message in front of them immediately. We are talking in a lag time of 2 seconds. It
could do that at the same time as doing a billion other tasks. That is what Facebook’s
algorithm is. It has access to the entire network, 2 billion people, all of their data and it
can segment them, cluster them together and it can put messages and stimulus in
front of anyone at anytime. It pretty much is like the most powerful algorithm online at
the moment. What’s the Invisible Hand? We talked about the All Seeing Eye and the
Invisible Hand. Here’s how we think about the Facebook platform and its algorithm.
First of all we’ve got the network. The network is Facebook’s branch and node system
of 2 billion users. Remember how we said that with systems, they are made of
branches and nodes. In between every different person, they've got all of their different
connections and ways they interact with each other and all these different connections.
Their entire network of 2 billion users, it’s made of branches and nodes and they're all
connected in all sorts of different ways. Likes, just profile views, live calls, voice calls,
every way they could be connected they are all different strings and nodes. That’s
what the network is. It’s how it’s got its tentacles into all of these different things. Then
the All Seeing Eye is the algorithm’s visibility into everything. It can see everything, it
knows all of the data about everyone for all time on that network; so 2 billion users and
it can see it all. Then the Invisible Hand; the Invisible Hand is the algorithm’s decision
making mechanism for displaying people’s ads. It chooses who see’s your ads, when
they see your ads, where they see your ads, whether it’s the side bar or mobile or
desktop or whatever, what time they see it and everything and how often they see it.
They might see it once a day or they might see it once every two days. The Invisible
Hand is the algorithm that makes that call. A lot of people don’t understand this. A lot
of people think that whatever they plug into Facebook that is what Facebook’s going to
do. They treat it like it’s a mechanical cogged machine but it is far from that.
Facebook’s algorithm has more of a say in everything than you do. You pretty much
have no control. You influence it maybe in between 5% and 10%. I wouldn’t even say
10%, I’d probably say that you influence it maybe 5% the rest of it is up to it. Most
people think that they control who sees their ads by setting at the audience. I see
people all the time, they set their audience to like a really laser targeted thing. It might
be just a people who make more than 100,000, live in this specific city, who like this
gym and who are interested in this person and they go really granular on the targeting.
They are like, "Yeah I’ve got it, look I’ve got it down to these 1000 people. This is laser
targeted." Then they display an ad to those people and they put it through, they
publish it and they think that Facebook’s just going to show their ad to those people
and then it doesn’t. So Facebook doesn’t work that way. You don’t just give it orders
like that, it’s not just going to listen to you. It’s probably not going to show your ad to
anyone if you do that because that is not how it works. It only wants you to set initial
conditions. It wants you to be very generous with the initial conditions. It wants you to
set a large audience of at least half a million people, so that it can then go looking for
the people within that audience because it knows better than you where the people
are. So when you try and tell it I know where the people are, they are zoomed in right
here, well Facebook is going to look at that data and be like, "Well actually no you are
wrong so I’m not even going to try and show your ads." You'll get zero impressions,
nothing will work. Or if you zero it right down, Facebook might show your ads for like a
day or two and then they are going to burn out because it’s already shown the ads to
all the people it thinks are interested. It doesn’t show your ads to who you tell it to. It
adds its Invisible Hand onto all of your stuff and it has most of the say. It has probably
95% of the say in who sees your stuff. You only have 5% of the say. Sorry you don’t
have pretty much any of the say with this. The algorithm takes about 5% to 10% of that
into consideration and it decides the rest on its own. If you don’t know how to work with
the algorithm, your ads won’t work plain and simple. You either won’t get impressions
or you will get people clicking on your ads and your ads will burn out in one or two
days. Most people pretty much have their ads burn out every five to seven days and
they constantly have to be refreshing their ads and they think that’s how Facebook
works but it’s because they don’t know how to work with the algorithm. They are trying
to teach a cat how to bark. They think they are smarter than the algorithm when it’s the
other way around. You should just be setting initial conditions and you should be
letting the algorithm optimize and operate the entire campaign for you. It has the
steering wheel not you. So let’s talk about how to work with it. Most people flat out just
don’t even know how it works or how it exists. Then another group of people, they kind
of know how it works but they don’t work with it properly because they think they are
smarter or a bunch of people they think that it’s smart but they still don’t know how to
work with it properly. Pretty much no one I’ve ever seen knows how to work hand in
hand with it to really achieve big results. That’s what we are going to talk about right
now, man and machine, the symbiotic partnership for scale. First off, what does
Facebook’s algorithm actually do? What’s it’s function? How does it work? What’s it
crunching? Well it optimizes variables to find the best fit based on a specific goal. It’s
basically a natural selection engine on steroids. Do you remember this from week
one? This is the natural selection algorithm. This is what we talked about in natural law
and the consulting equation. It's also how … This is how all of natural selection works.
There’s a thesis and antithesis and then the synthesis which becomes the new thesis.
This is also the consulting equation which we use, which is niche, offer, result. We are
looking for what offer when keyed together with the niche equals the result. So the net
should be the thesis, the offer would be the antithesis and the synthesis would be the
result. We are looking for which three things keyed together here in this formula to
achieve what people want. Then when we get that right, when we form a hypothesis
like that and then we go out and prove it in our market by getting three paying
customers, then we know that this is… We’ve got the right variables. However, if
people tell us no, then we have to collect feedback, do enough calls and then we start
iterating by changing around at the different variables. That’s how we achieve our
proof of concept. That’s our scientific method. We use this for iterating our cells group,
we use it for iterating our niche-offer-result hypothesis, we use it to iterating our
message, we use it for iterating everything, it’s a powerful tool. This is what
Facebook’s algorithm uses, exactly, same algorithm because all natural selection
engines use this exact same algorithm when it comes to optimizing because this is
how nature works. All of these smart companies have modeled off of it, which is very
smart. Facebook is an ecosystem and it’s a massive network just like the ecosystem. It
has all of this knowledge about all of these different things and who’s interested in
different things and it basically works the same way the ecosystem does. What
Facebook’s algorithm is doing is it’s crunching this all the time. It’s looking at the
audience and then the advertisement that all of the different advertisers want to show
and then who is clicking on what. It’s trying to match the best ad with the right person
at the right time so that they click. Facebook doesn’t want to show an ad to someone
that they are not going to click on because that's a waste of space and it’s a waste of
money. Facebook could have showed somebody’s ad which they would have clicked
on and Facebook would have made money. Also if people click on an ad it means they
are interested in something so it’s a good experience for users of the platform because
it’s helping them solve their problems and grow their business or achieve improvement
in their life. It’s good for their businesses so it’s good for them too. It serves everyone.
It’s what a good ecosystem does. The algorithm, the All Seeing Eye within the system
that’s really optimizing here, it’s trying to find the absolute most efficient arrangement
of variables so that the overall organism and all of the individuals within the organism
can benefit the most. That’s what an All Seeing Eye does. It really is the optimization
thing that controls everything within the entire ecosystem. Facebook wants to match
the right message to the right person at the right time so that they click. Facebook gets
paid and the user finds something they need to improve their business in life which
helps the person, it helps the business, the person who is advertising and it helps
Facebook, it helps everyone. It works the same way our scientific method works, with
the natural selection engine, the thesis, the antithesis, the synthesis. It just is keying
through those different variables trying to find the optimum one. It’s trying to find the
proof of concept for each ad, for each person and it’s doing it for 2 billion people a
thousand times a second for each one. You can imagine this thing is just going
through more variables than anything else on earth probably. It wants to key together
the best combination of variables so that it can advance the evolution of the users. By
helping the users improve their life or their business, it’s advancing them. It also wants
to advance the evolution of the business advertisers. That’s people like you and me. It
wants to help them reach more people who want their services and products and help
those businesses grow. It wants to advance the evolution of the platform itself by
helping it make more money and get a bit of satisfaction from its users. That’s how the
algorithm is optimizing. So why does Facebook’s algorithm need us if it’s so intelligent
and if it has so much power and so much reach? The thing really has more reach than
anything. It’s actually how Donald Trump won the elections. You can look at the
studies on it. He spent huge amount on Facebook. He hired one of the best companies
in the world to run his stuff. Pretty much they used the Facebook algorithm to find the
people who are interested and just show their ads to them. It’s become a machine that
powerful these days. That the candidate who knows the most about it will probably
have a massive bias to win like for as long as this thing exists because it’s that
powerful. So why does it need us? If it’s so powerful and it knows so much, why are
we in the picture at all? Well it has an Achilles heel. Its Achilles heel is something that
we call initial conditions. So man and algorithm, they partnership for scale. I’m going to
cover what the algorithm does and what we do and how we are really the perfect
partnership. The algorithm, let’s start there. Facebook’s algorithm has the network, it
has the knowledge of everyone on it and a natural selection engine capable of iterating
more variable combinations than 10000 full time scientists could in 10 years and
probably way more than that. That’s how powerful it’s natural selection engine is. What
it doesn’t have is the initial conditions capable of a successful campaign. Initial
conditions are the audience- ad-image variables that key together in order to appeal to
the person and get them to click. When Facebook, it’s got the best network and
algorithm and everything but it doesn’t know what to start with. It doesn’t know what
image to show, it doesn’t know what ticks to show in the ad, it doesn’t know what sort
of funnel to show and landing page and everything. It doesn’t know what the objective
for the campaign should be and it doesn’t know what the pain points are for the people
in the niche. That is a blind spot in the algorithm and it doesn’t know those things.
However, it knows everything else and what it’s missing are the initial conditions. Initial
conditions are the things that we’ve either programmed into it at the beginning. It gives
it a shortcut. It’s the work that we go and do by establishing our proof of concept. We
have to work hard organically by talking to people and thoroughly understanding them
and iterating with scientific method trying to find that exact combination, well Facebook
doesn’t have that and without its initial conditions, it can’t do it. The initial conditions
are vital and then mankind, this is us. While we don’t have access to the network, the
knowledge of everyone on it or a natural selection engine anywhere near as capable
as Facebook’s algorithm, we do have the exact thing that it doesn’t have. Once we’ve
established proof of concept by successfully getting three paying clients and proving
our niche-offer-result hypothesis, we have the initial conditions necessary for a
successful campaign. Think of it like this, we have studied our niche, we have figured
out what the participants within it need and then iterate it using scientific method to find
the perfect combination of niche-offer-result variables. We’ve keyed through these
different variables and we found a match here where it resonates with the people in
the niche. If we have three clients, that means it’s not a one-off, it means we have
struck three times with the specific niche-offer-result variable string. That means that
we are on to something. What we have found here must have some value add or
some critical update for everyone within that niche. That’s really powerful and that’s
what we call the initial conditions and this is what Facebook’s algorithm doesn’t have.
This is why I have been harping on about proof of concept, proof of concept for the
entire training program and telling you that we need to establish it because without it
we can’t even touch Facebook, with it we are dangerous on Facebook. At this point,
once we have proof of concept, we have the initial conditions necessary for a
successful Facebook campaign. Now we have to load Facebook’s natural selection
engine with our natural selection engine with our initial conditions and then work with it
to iterate and to scale to the entire industry. Once we can load in those initial
conditions, Facebook’s algorithm can just go to town trying all of the different
variations, trying all of the different people and it will find out the optimum arrangement
of all those variables and it will work for us like a machine. It could do more than we
could ever do even if we 10,000 full time staff. It is a machine when it comes to finding
the correct variations. All it needs to know is the blue swan DNA string, which we pull
from our proof of concept. Once we load that DNA string in there, it can go and iterate
and find the perfect combination of DNA string for all of the different participants in the
rest of the niche and that way you can take over the entire niche. This is pretty much
what it looks like, so here’s pretty much an animation of what the algorithm does. You
can see there’s all of these different variables and it goes around and it’s iterating. It
tries this, it’s like, oh we are going to change this ad, we are going to change this
image with this message or we are going to show it to these people this time or maybe
these people at this time. It's constantly just … It moves about a million times as faster
than this. This is a slow animation. It’s constantly going between all of these different
variables and it’s trying to rearrange and iterate all of these different variables. When
you are iterating you imagine how slow you have to do it, you pretty much write on a
piece of paper hypothesis one, hypothesis two, you're collecting feedback and what
not, this thing is moving around at light speed trying all these iterations with billions of
people. So that is the perfect combination. On the left side here says we load initial
conditions from our proof of concept and there’s a picture of mankind and then there’s
the algorithm. Facebook’s algorithm starts optimizing the best variations of DNA
strings. We know the initial conditions for blue swan DNA from proof of concept. Now
it’s just trying to optimize those different strings of blue swan DNA to find if there’s a
better option or slight variations for different parts of the niche, all sorts of stuff. When
you do this, your business starts to scale up. It starts to ratchet up big time. If you
follow the instructions around this program, I can’t tell you how much fun you will have
when you get to the Facebook stage but without a proof of concept, you won’t even be
able to turn the ignition on. Nothing's going happen without it. Now let’s talk about
Sacred Facebook Geometry; Calculations for the Heavens of Scale and Profit. When
we use Facebook to scale, we need a way to keep track of the evolutionary path to
make sure it’s going in the right direction because even systems and organisms
evolve. They can evolve down the wrong path. They can evolve badly and end up
getting sick and culling the entire organism or affecting other organisms and causing
mayhem. So they can definitely go down the wrong path or go down the right path and
really become powerful and helpful. We need a way to really police it and make sure
that it’s going in the right direction. To keep track of everything we use KPI’s and
something which I call the Polaris Star, so KPI’s and The Polaris star. The Polaris star,
the number one guiding metric and our true north is return on investment (ROI). We
call this the Polaris Star. Whenever we are confused by our metrics or in trouble all we
have to do is sight Polaris and we can correct our course to pull back into alignment.
So when we are doing ads, it’s so important that we have one clear objective in mind
other than other things like cost per click, cost per lead and everything. Because I talk
to people sometimes and they are completely nutting out at all these different metrics
and all of these things and they are so confused and they can’t tell heads from tails
anywhere. They are so lost. They’re pretty much chasing their own tail through all of
this data. Then they put their head up and they are like, "Man what do I do? I’ve got
this and this, this …" and I’m like, “Where is your ROI?” And they are like, “Oh I’m not
even tracking it.” There you go. That is always what’s our Polaris Star is going to be
and that means like our true north. Just imagine you were out navigating a sailing ship
through the oceans at night, whenever you want to know, if you are heading north, and
you forgot where you were and there were rough conditions and everything, you just
look into the sky and find the Polaris Star and then you just aim for that. That’s how
you know you are always pointing your ship in the right direction and that’s what ROI is
for us. It doesn’t matter what the other metrics say, if we are heading towards true
north we are fine. If you are on your sailing ship and all of your instruments are going
crazy and telling you to do this and to do that and your wife and her girlfriend and
husband are telling you that you should go this way or that. There’s all of these people
in your rear. This is pretty much what it's like every day in business. You’ve got all of
these instruments telling you all of this different shit. You’ve got all of these people
harping on in your ear telling you their opinions and you need to figure out what to do.
Everyone has an opinion. People and their opinions are pretty fascinating because a
lot of the time they have no idea what they are talking about but they seem to display
total conviction in their opinion even though they have no idea what they are talking
about. That's why we need a Polaris Star so that we can … If you were in that sailing
situation and you looked into the sky and you could sight Polaris then you wouldn’t
listen to anyone. You'd just keep sailing in that direction. That's why we call it that.
That is always going to be our most powerful metric. Then beneath that we have KPIs.
We have a number of key performance indicators which is what we call KPI’s that
measure the individual points within the system so that we can deep dive and check
the performance of each one. Some of our KPI’s include, click through rate, cost per
click, landing page, conversion rate, cost per lead, cost per survey, cost to acquire
customer etc. We’ve got a list of them. I’ll introduce you to all of our KPI’s later in this
week’s training. Don’t worry about it now, we are just giving you a brief overview of the
entire system and how to think about it first. Then we are going to start drilling into the
strategy and then the tactics within the strategy, the workflows and things within the
tactics within the strategy. We are covering it from the highest dips all the way down to
the lowest plain. Now let’s talk about The philosophers stone: Order from chaos in the
blue swan empire. Our main objective with Facebook ads is to grow our Blue Swan
Empire. By Blue Swan Empire I mean our profitable ads. We want to have as many
profitable ads as we possibly can because why would we not want more profitable ads.
It just means we are going to be making more money. That’s our main objective, to
grow blue swans and to grow an empire of blue swans. Here is some notes breeding
blue swans. Our main job with Facebook ads is to breed blue swans and grow the blue
swan empire. This means to try different iterations of possible blue swan DNA strings
made up of these variables, audience-message-image. Each ad set acts as a cell and
contains a string of DNA made up of audience-message-image. You want to think of
an ad set as a cell. Then within that cell, there's that DNA string. If the cell is healthy
and produces profit at a desirable ROI, we call it a blue swan. We like blue swans,
that's our objective. We want to breed more of them. If we do have healthy blue swan
ad sets or healthy blue swan cells, then we start duplicating them and creating
different off shoots of them and we try even breeding them with other types of blue
swans. We start multiplying them and starting to really propagate the entire blue swan
race. I’m going to show you how to do it in this training program. I’m going to show you
how to take different types of ad sets and really start mutating them and growing them
and cloning them and all sorts of things. If the cell is unhealthy and non profitable; if
something's healthy, it’s profitable and if something is unhealthy it’s non profitable.
That’s what we use, it’s just profit, that’s how we judge red swan from blue. If it’s
unhealthy and non profitable we call it a red swan and we cull it from our population
and by cull I mean turn it off and we delete it. So we don’t have any red swans in our
empire. It’s just blue swans and we want to just keep breeding even the best blue ones
and we just want to keep even breeding the best blue ones. Then once we start having
a ton of blue ones, then we start wanting to breed the top blue ones and even culling
the bottom blue ones to make the general population as healthy as possible. It’s
pointless to guess the DNA string for blue swans. We must get the initial conditions
from our established proof of concept. The fractal pattern present in our proof of
concept variable combination, which is niche-offer-result, that’s what you will have.
You'll have one of those that’s working if you have a proof of concept. That will provide
us with enough data to set the initial conditions and then Facebook's algorithm will
optimize from there. It will try all the different variables, it will key between them all and
it will start scaling up. Once we have established a healthy population of blue swans,
we want to scale up and make sure that we keep order in the kingdom, not chaos.
What I mean by this is, once you have a healthy population of blue swans, then it’s not
just keeping the blue swans, it’s making sure that there’s order with the blue swans.
That means that, we are making sure that our blue swans don’t get sick or that our
blue swans don’t go crazy or something. That can happen you can have a whole
bunch of profitable ads that are all going really well but if you don’t know how to firm
those ad sets and keep flushing variation through them, to keep the variation in there
... Because any species without variation is going to get sick. If you have stagnant
water, it starts building diseases and unhealthy bacteria in it but if the water is always
flowing then it’s always fine. With any type of species if you don’t have variation
coming into it, it gets sick and it dies. That’s exactly what happens with facebook ads.
If you have a whole bunch of different ads that are all profitable, and if you are not
flushing new variation through there and giving the algorithm chances to create
different off shoots and different syntheses of the different types of DNA, then
eventually it will just get sick and die. That’s what we mean by keeping order in the
kingdom and not chaos. Because once things go crazy it’s chaotic and it’s very hard to
restore things once they go too chaotic. We can restore minor chaos and I'll show you
how to do that later on in this program, later on in this week’s training but once it just
sinks into total chaos it’s pretty much irreversible and we just have to start from a
pretty much a brand new population. That’s what we call recovering from the deluge.
That’s when our entire population gets wiped out through chaos and we have to start a
fresh. We don’t want that to happen. That’s why we keep variation coming through and
we keep track of everything with the Polaris Star, ake sure we are hitting in the true
north direction and that our empire of blue swans is healthy and growing. This week’s
training is going to show you exactly how to do that in intricate detail from the highest
level understanding all the way down to the strategies then into the tactics and into the
work flows and step by step processes within those tactics; so everything that you
need to know to become a master at this. Here's how it’s structured. In this first video
of week five, I wanted to give you an overview, like a high level overview overview of
how we think about Facebook. And how it’s so crucial that we have a proof of concept
first before we go to Facebook. Then how we work together, man and machine, man
and algorithm to really provide the different pieces of the puzzle that we can both
provide best and work together to achieve massive results. Hopefully you’ve got a very
clear understanding of Facebook and nonlinear systems and all the
interconnectedness and organisms and all that stuff. Now it will really set the
precedent for understanding how I think about all of that stuff. Once you understand
that then all the strategies and tactics that we are going to go into from here, should be
a lot easier to understand. There’s 13 modules in Fractal Facebook Evolution Training.
The first two to four, they are around the theory and the strategy. Then after that we
get into the specific step by step instructions and it gets a lot more tactical and a lot
faster through the rest of the video. They are not all very long high level videos, only
the first couple of them are and then we get into the specifics. But make sure you
watch the high level stuff first and then go into the specifics. Make sure you follow it
one step at a time, one module at a time because you don’t want to miss this one up
when you set it up. The first one is Fractal Facebook Evolution and you are watching
that one right now, that’s just a high level view. Then the second one is unveiling the
Facebook algorithm. I’m going to just show you exactly how the facebook algorithm
makes up it’s mind. We are going to look at all the different characteristics and
tendencies that the facebook algorithm has. What biases does it have and how can we
get it to display our ad over other people’s ads and how can we get it to display to the
right people at the right time, all of those things. We are going to really unveil it and I
understand pretty much everything about that algorithm so I can tell you in scary detail
how it does everything. Number three is Facebook’s book of law. This is Facebook
compliance. Pretty much we don’t want to get what I call the mark of the beast, which
is getting our Facebook ads account banned. We don’t want that because that’s the
worst thing. We don’t want that. In order to avoid that, we have to make sure that we’re
compliant with Facebook’s book of law which is their compliance and make sure that
we’re all good there. Once you follow all of that stuff, you’ll find you’ll not have any
issues. Number four is playbook for a new epoch. This is basically our strategy. So our
strategy playbook. What’s our game play and how does it differentiate from other
people? What exactly are we doing that’s going to cover all of that? Then we’re going
to drill into the specific things, the action items. So you’re sitting in your ad hypothesis,
your audience hypothesis that’s hypothesizing what we think is going to work and what
we’re going to load in as the initial conditions into the engine and we’re going to get
that from our proof of concept. That’s our hypothetical blue swan and DNA string
combination. Number seven is tracking swans in the Polaris star. That is all of our
KPI’s, how our the KPI’s work and how a Polaris star works, how we can track that and
the different formulas for those and the spreadsheets we use for tracking everything.
Cover it in detail exactly how to keep your eye on the key numbers and be able to
separate red swans from blue. Eight is the ad and audience templates. How to
combine the ad hypothesis and the audience hypothesis to create the different genetic
combinations. We create what I call the Facebook golden mean, which is the perfect
combination of variables to really load into the natural selection engine. It’s five
different message angles with four different images for each angle, which means that
we have a lot of variation there. Then we even create like two to four different
variations of those. We load it up with a really healthy dose of variation and it’s all
structured in the right way so that the algorithm works with it well. That’s what we call
the Facebook golden mean and that’s what we load into the engine for the next step.
Step nine is campaign genesis. This is when we really load in the golden mean
architecture for the new blue swan species and that’s what genesis is. That’s when we
create the initial conditions and we turn on the natural selection engine. Then 10 is
governing the initial conditions in the Garden of Eden. That is when we have our brand
new, different blue swan DNA strands and cells out in the Facebook environment and
they’re receiving traffic, they’re interacting and we need to govern the initial conditions
over the first four days. After four days we let things be for four days, we keep our
hands out and then after four days there are certain things we go through to be out
with a check what’s a red swan, what’s a blue swan and how we tidy up all of that and
start the propagation process. Then 11, daily work flow of the king. This is the daily
workflow for you or for the person that is going to be managing your Facebook ads but
I’m assuming that’s going to be you. This is step by step what work flow to go through
to make sure that you can govern your blue swan empire and make sure that it grows,
it stays healthy and it doesn’t descend into chaos and end up going like that. These
are really important things to follow if you want to hold the throne of your blue swan
empire. Then 12 is Ratcheting up the kingdom. That is really scaling it up. Going from
a small population of blue swans to a world leading empire of blue swans and the
healthiest, leanest, meanest blue swans there is. Here I teach you different strategies
and everything to really scale it up. We’re to push in order for things to start scaling. I
can show you the different parts of the metrics to push to make things go like 10x, 20x,
100x because I know all of the different patterns which have the proportionate
outcomes. I can show you where to push to have one unit of input and have 100x
output. I can show you all of those things. Then solving chaos in the kingdom, 13. This
is just basically troubleshooting. If you have any noise or interference or if you have
some minor chaos in your blue swan kingdom, there will be some troubleshooting
guides in this module. If you have a deluge in your empire, we’ll show you how to deal
with that too. With all the different scenarios here, we have all of the different things
you could possibly need. From the highest level understanding, all the way down to the
strategy, then the tactics, then the work flows, then even how to manage it, how to
scale it up and how to deal with issues if they arise. We’re really covering a lot of stuff
here and this is going to be a killer Facebook ads training. I’ve never seen anything
else that’s even gone into one-one hundredth of this detail and depth of understanding.
I’m sure this is going produce some amazing advertisers and help a lot of you scale
your businesses exponentially. That’s it for this module. I will see you in the next one
right now. Thanks.