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Inviting, Not Convincing: Printing 5* Leads With Micro Cult Messaging™️ — Transcript

by Tom Youngs · 18,124 words · 2,890 segments · language en · Watch on YouTube

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0:00Happy Wednesday. Welcome to the crew.
0:03And if you guys if you guys are a little
0:05bit sensitive with the with the
0:06language, I'm not going to apologize
0:08because today is all about repellent
0:12and magnetic
0:14messaging. Um and uh yeah, if you've
0:16ended up in this corner of the internet
0:18and you're listening to me live and
0:20you're you're you're a little bit too
0:21sensitive with the with the F-bombs, I'm
0:23afraid this ain't going to be the one
0:25for you. Although we're going to keep it
0:26nice and clean today. We haven't got
0:27many F-bombs. But I wanted to to share
0:30that share that point. That's an
0:32example. Um Calvin has a go and you are
0:35a regular stalker guest. Uh let's get
0:37into it. Okay, guys. So I'm going to
0:38drop a couple of links or a link in the
0:40chat. Um this is to a Canva template. So
0:44for for you to be able to open a version
0:45up into your own Canva, you need to be
0:47logged into your account. So before you
0:50click on the link, just make sure you're
0:51logged in onto your browser so you can
0:53open this up. I'm also going to drop a
0:54PDF version of this. Uh Lauren, how's it
0:57going, Lauren?
1:00Um hey uh
1:03in the chat. Sam's going to make sure
1:05that you guys have this link if he's
1:06going to if any of you guys uh struggle
1:09to find it again, he's going to let you
1:11know and then we are going to add in
1:15a little PDF.
1:20And that is here.
1:22Okay.
1:25Okay, let's go.
1:29Shout out to anyone who knows that
1:30reference. Okay, right. Let's uh
1:33let's do this bad boy.
1:40Right.
1:45Okay, you guys can see my screen, okay?
1:47Can I just see some thumbs up?
1:49Some thumbs up. Beautiful.
1:52And let me make sure I can see your
1:53wonderful faces. So let me make you guys
1:56nice and big.
1:57I don't want to miss out on your faces.
2:01Hell yes. Welcome team to inviting not
2:05convincing.
2:06Printing five-star leads with micro cult
2:10messaging. So, here's my promise to you
2:12guys. I've got a few promises to make.
2:14Uh this shouldn't be too much of a
2:15surprise cuz I've been talking about it
2:17in my content for a little bit, but
2:19here's what we're talking about today.
2:20This is my promise to you. Um and if I
2:22fail on the on any of these promises,
2:25I'm going to give you
2:27I'm going to give you the green light,
2:29as always, to reach your hand through
2:31your screen and slap me across the
2:33cheeks, okay? That is my That's the deal
2:35that we're making here. Feel free to do
2:37that. So,
2:38here's the promise.
2:40Um
2:43I want leads who message you
2:47already sold.
2:48Uh no pitch, no dancing around.
2:52Um
2:53and
2:54no 40 long message marathons, okay?
2:57Well, I want you guys to have pre-sold
2:59leads.
3:00Uh we had a record for last month. We
3:03had 116 inbound leads into Scale 20.
3:07Um and this is really only a couple of
3:09weeks after kind of really starting to
3:10put the foot down onto marketing after
3:12about a year off.
3:14Um
3:15and I want you guys to have the same. Uh
3:17we welcomed in some absolute killers
3:19into the crew last month. Um and so,
3:22we're really confident that our machine
3:23is working beautifully and I want it and
3:25I know it's the case for a lot of you
3:27guys as well. I want you guys with a
3:28pipeline dense with five-star buyers,
3:30not a swamp of I just need to think
3:32about it. We've all been there. Some of
3:34you might be living in this world right
3:35now. I want them to be convicted
3:39and not convinced. Not convicted of a
3:41crime, convicted of working with you and
3:44the transformation you can help them
3:45with.
3:46I want you to be able to repel the
3:48energy vampires before they reach your
3:49calendar.
3:51So, every inquiry is good. Dream clients
3:54Now, I look, I'm going to hold up my
3:55hand here. This is the the If you're
3:57here and you're expecting shortcuts,
4:00shortcuts to the dream client, the world
4:02of dream clients,
4:04um
4:05this is a journey that you have to go on
4:07and it's it's a multi-year journey,
4:09okay? It's taken me 3 years to get to
4:10this point. Um but, the stuff that we're
4:13going to talk about today, if you
4:14install this into your businesses,
4:16you're going to get that.
4:18Um
4:19I want you to have dream clients cuz
4:21it's the world that I live in right now
4:23is that all of you incredible faces who
4:26I'm familiar with, who are in Scale 20,
4:32you guys make my life
4:35just a [ __ ] load of fun.
4:37Like, I want this for all of you guys
4:40cuz it's incredible.
4:41Um
4:42I want you guys to be able to, if you
4:44want, if you want, because this is a
4:47choice at the end of the day,
4:49I made I realized a couple of years ago
4:50that being on Zoom calls, it it really
4:54zapped my energy. It zapped my energy
4:56and
4:58I And this is not just like Zoom calls
5:00with just with prospects. This is just
5:02Zoom calls in total. Like, whether it's
5:04with clients, whether it's whatever. So,
5:06I I optimized my week to minimize my
5:09time on this and it means that when I
5:11can when I do have time on this, I'm
5:14bringing maximum energy to you guys
5:16because I've I've restricted it.
5:19Some of you
5:21Some of you, I know because I know these
5:23exist, you might actually love being on
5:25Zoom calls. Some people genuinely get
5:26energized by it. So, don't assume that
5:30it's something that you need to get out
5:31of your calendar because it could as
5:32well It could well be the connection
5:34that you have digitally through through
5:36this portal with someone. It might
5:38actually be a net benefit for your life.
5:40So, I'm just saying this is the thing
5:41that works for me cuz that's my my
5:43preference.
5:44I want you you to have messaging so
5:46sharp that your dream clients think
5:48you've been reading their diary, okay?
5:52Um
5:54I want you to be a magnet. So, that's
5:56what everything we're going to be
5:57talking about today is all about. Brad
6:00Stewart, how's it going, my friend?
6:03Nice, dude. Okay. Uh just a reminder, we
6:05have just started our Summer Accelerator
6:07and Scale 20, and our focus for Q3 is
6:10effortless enrollment, which is this
6:12corner of our one simple flywheel model.
6:14For those of you who aren't familiar
6:16with our model, the there are four core
6:18systems in our one simple flywheel
6:21model. First, the most important, as
6:23always, is making sure that we can
6:25actually help transform people's lives.
6:27This is our system that builds us case
6:29studies that compound.
6:31Next, we've got to have a system that
6:33grabs attention, okay? So, this is
6:34automating leads and growing your
6:36audience on short-form content. The next
6:38thing we need to do is we need to
6:39capture that energy off platforms that
6:41we don't own, and we need to
6:44educate the people who are new into our
6:46world, and we do that by building a
6:49micro-cult brand, and we also create
6:51customers, which is an example of what
6:52we're doing today. So, any of you guys
6:54who are guests, this is one of our This
6:56is one of the mechanisms that we have,
6:58the tools at our disposal in our model.
7:00And then the final piece of the puzzle
7:02is if you've done these three If you've
7:04done all of this stuff
7:06If you've done it all well, and you do
7:08the stuff that we're going to talk about
7:09today, um
7:11you get a world where enrollment is
7:13effortless, okay? And it's been the case
7:15for me for 2 years now, which has been
7:16amazing. So, that's what I want for you
7:18guys.
7:19Let's talk about the actual goal here.
7:22Um our goal for F in the effortless
7:24enrollment part of the business in our
7:26invite quadrant,
7:28a few things. Simple sales process. We
7:30want simplicity over complexity. I have
7:32a dumb-ass simple sales process. I have
7:34no I don't have an appointment setter. I
7:36don't have a sales closer. It's just me,
7:38and it's super simple.
7:40I want you to be able to drive a
7:41five-star prospect pipeline. I want you
7:43to work with dream clients. I want those
7:45five-star prospects to be pre-warmed, so
7:47I want them to be nice and hot. So that
7:50they're not asking you about how things
7:52go, you're just asking them if they want
7:54in, and they're going to say, "Hell
7:56yeah."
7:57I want you to be able to build some
7:58sales tension because at the end of the
8:00day business is all about supply versus
8:02demand.
8:03And I want you to be able to have people
8:06queuing at the door
8:07to work with you because that's when you
8:09get to choose. And as my mentor likes to
8:12say, you don't go around chasing, okay?
8:14It's around choosing, not chasing.
8:16Um
8:17for you guys who are in scale 20, uh the
8:20aim of the effortless enrollment summer
8:21is that if you achieve the stuff that
8:23we're going to be focused on for the
8:24next 2 and 1/2 months, you're primed to
8:26crush in Q4 and Q1. So a reminder that
8:29the seeds that you sow over the next 8
8:31to 10 weeks,
8:33you're going to be harvesting them in
8:34Q4.
8:37But, okay, here's a butt, guys.
8:40Ken, how's it going, Ken? I'm just
8:41seeing some faces pop up.
8:43Um Ali as well.
8:47How you doing? Um so, what's the
8:48ultimate goal here because I think it's
8:49really important for us to remember what
8:51is the ultimate goal when whenever we're
8:54doing things, and this is for you and
8:56your clients as well. I want you to
8:57think about what is the ultimate goal we
8:59really want here.
9:01Is it is the ultimate goal effortless
9:04enrollment?
9:07Or is the goal
9:08effortless enrollment of dream clients?
9:12I can tell you because I've actually had
9:14both. I've had effortless enrollment.
9:17Um and I'm going to tell you share with
9:18you a story later on about how I had
9:20effortless enrollment with energy
9:21vampires.
9:23And uh life got really spicy really
9:25fast, and it sucked for a few months,
9:27and I I
9:28I luckily I just I just decided to kill
9:30it as fast as possible. But I've
9:33realized that I want effortless
9:34enrollment of dream clients. So the
9:35ultimate goal for me is this. And I'm
9:39not going to tell you what your goal
9:40should be, but perhaps it's this is
9:42going to be yours as well.
9:45So in my opinion, the actual goal is
9:47this, guys.
9:49I want you to get five-star leads,
9:51but specifically I want those leads to
9:54be perfect future clients who are all
9:57in,
9:59pre-sold,
10:02ready to go now,
10:04and most importantly,
10:07they are fun as [ __ ] to work with.
10:11That to me
10:12is the holy quadrant
10:14>> [snorts]
10:14>> of five-star leads.
10:16Um and you can see it here because I was
10:18I was actually
10:20I was I was just um
10:22prepping for this session the other day
10:23and I was looking at some of the
10:24previous content that we've made in
10:25different workshops and
10:27um I actually forgot to say that this is
10:29I got a couple of questions about um is
10:32this content that we're doing different
10:34to the one we did about 4 months ago
10:36uh in April. This is where we did the
10:38micro cult brand blueprint all about uh
10:41structuring our content around three
10:44three levels, proof, belief, and our
10:47world. Uh today is
10:49a level deeper than we went here. So
10:51today is we're talking we're talking
10:52about the psychology of the words that
10:55we're actually going to use within this
10:57blueprint. So it's completely different
10:58today. We're actually not touching on
10:59this stuff at all.
11:01Um but
11:03I was uh reviewing that that call just
11:05to make sure that we didn't cover the
11:06same stuff again and I saw this clip
11:08from
11:09uh from Josh, one of our crew, at the
11:11end of it at the end of the call being
11:12like
11:13his coaching business has grown four
11:15times faster than it was with sales
11:17calls.
11:18Uh I'm driving to work just smiling in
11:19my car like this is [ __ ] awesome. To
11:21me this is what it's about and I know
11:23that he's having a lot of fun because
11:24he's working with with awesome people
11:26now.
11:28Um and that's what it's about. That is
11:30what it's about for me. So, here's the
11:32problem.
11:36The problem is and this was my life 3
11:39years ago,
11:41uh 2 and 1/2 years ago when I was doing
11:42calls and I'd
11:44but you know, between 20 to you know,
11:48five calls a uh a week, you know, the
11:50the weeks where I didn't get many calls
11:52booked in were stressful
11:54um and
11:55I my fathom was getting filled up with
11:58recordings
11:59where at the end of it, people saying,
12:01"I just need to think about it."
12:03And in my opinion, I think these are the
12:06seven most expensive words in online
12:07business.
12:09Uh I could actually take away online. I
12:10think that's just business to be honest,
12:12but I think it's really common in online
12:14business because there's this like
12:16digital barrier between and the prospect
12:19and us and I think it makes it even
12:21easier for these words to be said.
12:24So, in my opinion,
12:27I don't think you want the most
12:28expensive words in online business. I
12:30think you want the seven most lucrative
12:32words in online business,
12:34which from my
12:38my experience have been these. It's just
12:40these simple words of, "Can you send me
12:42the payment link?"
12:44The seven most lucrative words in online
12:46business.
12:47Um
12:49so, that's the that's the that's really
12:51what we're trying to achieve here,
12:52right? I want you guys to go from a
12:54world where this is the reality to a
12:57world where this is the daily, okay?
13:00That's where I want you guys to get to.
13:02So, there are three obstacles to micro
13:05cult messaging that converts. Remember,
13:07today is about like messaging that make
13:10that gets movement.
13:12It's not messaging that gets uh
13:14attraction like we talk about. It's not
13:15about getting people fascinated, hooking
13:17people in. This is about getting ass off
13:20fence energy.
13:22This is people moving from being in a
13:24state of
13:25I know I need help to actually getting
13:28your help. That's what we're aiming for
13:29today.
13:31So, there are three obstacles here.
13:35The first is that you're getting the
13:36wrong people in the pipeline.
13:39Yeah? And this is where your messaging
13:42isn't filtering.
13:44It's not filtering the what for the
13:46right people.
13:49You're also getting people who are not
13:51pre-sold.
13:52This is when messaging doesn't dissolve
13:56doubt. Okay?
13:58Remember when we're talking to people in
14:00the
14:01uh in a in a sales call,
14:04remember what we're doing is we're
14:05walking them through a process of
14:06dissolving doubt.
14:08We can do that in our content.
14:11And they're not effortless.
14:13So,
14:14instead of
14:17calls or DM conversations that feel like
14:20you're pitching and you're like, "Come
14:21on, do this. You know, it's going to be
14:23awesome."
14:24It's more like an invitation. That's
14:26what I want for you guys.
14:28Um I want you guys to pop in the chat
14:30right now. Uh one, two, or three. Have a
14:32read. Is it the wrong people that you're
14:34struggling with? One. Are they not
14:36pre-sold? Two. Or is it not effortless
14:39right now? Three.
14:40Which one bites hardest for you right
14:42now?
14:43Let's get a little scan of this. Okay,
14:47so we've got Patricia. What's up,
14:48Patricia?
14:50Patricia's with three, not effortless.
14:54Brad's a two, not pre-sold. Max two and
14:56three.
14:58Two or three, Kim.
15:01Caleb one, one, two, two, three. We've
15:03got a good
15:06good good mix here.
15:10Okay, we're really really that's this is
15:12super super useful to me for for me
15:14because today we're covering we are
15:16we're unblocking all of these obstacles,
15:19okay? We're knocking down these
15:20obstacles.
15:21Um so, that's really useful for me to
15:23get a like a
15:24um
15:25yeah, get a get a
15:27get a sense check here. For For those of
15:29you who are saying all three, uh just
15:32know that that was my world um
15:352 years ago. So, 24 months ago that was
15:38my world. I was all three.
15:40Uh the cool thing is is that the stuff
15:41that we're talking about today, plus the
15:43stuff that we talked about a few months
15:45ago, plus all of the other stuff, all of
15:47the awesome stuff that we cover every
15:48single week in Scale 20,
15:51once you've installed everything, uh
15:53those three all dissolve. So, it is a
15:55for some of you, for most of you, it's
15:57just a it's just a matter of time and
15:59stacking all of the components and
16:01bricks. So, what's the goal today?
16:04Here's the goal, okay? Three parts to
16:05today.
16:07I want I want you to stop fixing the
16:09close, okay? So, I don't want you to
16:12think about closing people like, "Okay,
16:14I've got to convince this person to work
16:17with me at the end of this sales
16:18process."
16:20So, I want you to to recalibrate, to
16:22understand that your conversion problem
16:24isn't at the end of the process.
16:27Your conversion problem is actually
16:29further upstream.
16:31Okay? I'll say it again.
16:32Your conversion problem isn't at the end
16:34of the process. Your conversion problem
16:37lies at upstream in the front of your
16:40messaging.
16:41Okay? I'm going to give you examples of
16:42that today.
16:43Uh we're going to we're going to
16:45calculate how much it's costing you, by
16:46the way.
16:47Second part of this is we want to get
16:49inside their head.
16:52This is where we're going to do the
16:53internal dialogue map.
16:56Like I said, today's about psychology.
16:59When you end When you leave today at the
17:01end of this workshop, you are going to
17:04have elite-level copywriting skills.
17:07That's That is what today's workshop is
17:09about, okay? So, today's workshop is
17:11about copywriting. It's messaging. It's
17:13words, okay? And it's words that get
17:16that have a psychological component to
17:19it that gets people moving.
17:21Um
17:23I want you to be able to get the exact
17:24lines that are running through your
17:26dream client's mind onto paper or onto
17:29your tablet or onto onto your your
17:32laptop.
17:33Um but the aim is so that your messaging
17:35meets them where their thoughts
17:37are already are.
17:40This
17:41this is the blueprint to uh behind ass
17:44offense energy, okay? This is what gets
17:46people moving.
17:47When your content reads their mind
17:50staying on the fence stops being an
17:52option, and the only option is to get
17:54your help to
17:56figure out what it is they need help
17:58figuring out.
18:00The third part to this is publishing the
18:02pre-sold post. I'm going to give you an
18:03example
18:06of the three moves of micro cult
18:09messaging in the wild. First is going to
18:12be about repel, so draw lines that push
18:15the wrong people out and pull your dream
18:18clients closer. Dissolve, killing their
18:20objections in your content before
18:22they're ever voiced. I never have to
18:24deal with any objections ever. I haven't
18:25done for a couple of years now.
18:27And invite. Invitation language that
18:30assumes the sale has already happened
18:32because it did.
18:33Um some of you might be familiar with
18:35the idea of selling from the back foot.
18:37Can I see back in the chat if you guys
18:40are
18:40familiar with that idea? Anyone there in
18:42the chat? Selling from the back foot.
18:46Vince, anyone else?
18:50Patricia, nope. So, no Okay, so
18:53no one no one's familiar with this.
18:54Okay, so this is
18:58I guess it's because I don't do I don't
18:59have to do sales anymore, but selling
19:03selling at the end of the day is the
19:04transference of belief.
19:06It is the transference of belief and
19:08conviction that you know that you can
19:10help the right person solve a specific
19:14set of challenges to get them from point
19:16A where they are currently to point B
19:18where their dream destination is.
19:21And the most effective
19:24position to sell in
19:26sell from, sorry,
19:28is when you do not need the sale.
19:31So, the idea of selling from the back
19:32foot
19:34is that when you're having a sales
19:36conversation, you're having a
19:38conversation with people,
19:40you're not pushing.
19:42You're not pushing the energy towards
19:43them.
19:44You're allowing people, you're allowing
19:47yourself to rock back
19:49as if you were sitting back on a chair
19:51or standing back kind of like just
19:53chilling out on the back foot
19:55and you're letting them come to you.
19:58It's this idea of like letting the
20:00person have space between you and them
20:03so that it doesn't feel like you're
20:05cramped cramped onto them and pushing
20:09them towards a sale. In fact, what
20:10you're doing is you're selling from the
20:12back foot by stepping back and saying,
20:14"Look, hey, I'm
20:15I'm just over here and we're just doing
20:17this stuff. And
20:20if you if you if you want my help,
20:22hey, I'm here."
20:24And that's all this is about, okay?
20:26Invitation language that assumes that
20:29the sale has already been has already
20:31happened.
20:39I got sent this message to him in the
20:40DMs. So, this was Oh,
20:42was it I can't remember his name now. Um
20:45and
20:46I he couldn't make it to the workshop
20:48live, but he was like, "Dude, could you
20:50please like cover this question?" Um and
20:52I was like,
20:54"Absolutely. I mean, well, depending on
20:55the question, but I was like, yeah,
20:56absolutely, this one because I'm sure
20:58this is a question that some of you guys
21:00are thinking about."
21:02Um he asked the question. He was like,
21:04"I was wondering if I should share
21:06everything in the content." And I asked
21:08him, I was like, "Well, what do you mean
21:09by everything?"
21:12And uh
21:13uh it Well, he was actually like, "I I'm
21:15I was wondering if I should share
21:17everything." And I was like, "Well, what
21:18do you mean? Do you mean share
21:19everything, the details?" He was like,
21:21"Should I share all the details?" And I
21:23was like, "Do you mean in your offer or
21:24do you mean in your content?" And he was
21:26like, "In his in my content."
21:28I think this is a really common common
21:30feeling. Um and I said to him I I kept
21:32this really simple.
21:34Uh your job is to share the ideas and
21:38the insights
21:39to your audience.
21:41And your job is to sell the
21:43implementation to the people that you
21:46work with.
21:47And what that looks like is that you
21:49share the what, so what to do, and why
21:52to do it. So, the what
21:54is the idea, the why is the insight.
21:57That's the insight that you get from
21:59working with people, what works, what
22:01doesn't, why why it works, why it
22:03doesn't.
22:04And then your the what you do with your
22:07your clients is you sell the how
22:09and the when. And so, for us, this looks
22:11like the how is the all of the
22:15um the playbooks, the resources, the
22:18master classes,
22:19um all of the things that we provide for
22:21you. And then the when is the
22:23implementation checklist, the uh
22:25implementation levels. All of the things
22:27that help you guys know when to do the
22:29stuff.
22:30Um
22:32are we clear on that? Can I get a
22:34Is that clear? Yeah?
22:37Awesome. Because it's a it's it's it's
22:40it's it's pretty simple. It's pretty
22:41simple. You share the ideas and the
22:42insights, sell the implementation. Okay.
22:47On to number one.
22:49Stop fixing the close. Conversion
22:51happens in the messaging before the
22:54conversation exists. You guys know that
22:56I've been saying recently
23:00conversions come from conversations.
23:05If you are ever wondering about how can
23:07I make more sales, it is quite a simple
23:10thing that you have to do.
23:12You have to have more conversations.
23:15It's as simple as that.
23:17Messaging though allows you to have a
23:20conversation at scale.
23:23When you use the right messaging
23:26in your content,
23:28you have the conversation before the
23:30person ends up even
23:33DMing you.
23:35So, if this is the dream situation, the
23:37dream situation is that uh
23:40the stuff that you talk about in your
23:42content explains what you do, how you do
23:46things,
23:47why it works,
23:48and the people are so clear on that that
23:52the conversation that you have with them
23:54ends up being admin.
23:56What does that mean? Okay. This is my
23:57calendar from July 2023. So, this is 3
24:00years ago now. Quite literally exactly 3
24:03years ago.
24:04And you can see these are all uh sales
24:06conversations that I had.
24:08Um and this is when I was starting my
24:09business 3 years ago. So, um I'm I feel
24:12really stoked about how I've been able
24:14to be to to build this business now cuz
24:16my calendar looks very different. But 3
24:18years ago, I had to get on calls with
24:20people because that was the work that
24:21needed to get done. So, these cool calls
24:23were both market research and uh
24:26networking and uh potential sales
24:29conversations. But they were positioned
24:31like I'm going to speak to these people
24:32in my network and I'm going to see what
24:34their prob- what problems they have and
24:36I try and come up with a solution. But
24:39this to me was not uh this this was not
24:42uh something that I wanted to continue
24:44doing for the rest of my life or in fact
24:47much longer than this.
24:48But it was something that I had to do.
24:51Now, back then,
24:53I had to do this. I had my calendar had
24:56to look like this.
24:57Because I didn't have any of this stuff
25:00that we're going to be talking about
25:01today. I just didn't have it. So once
25:04again, those guys those of you who have
25:05put like all three in the chat a few
25:07minutes ago, just know that the
25:09difference between
25:10uh where you're at currently and where
25:13where I'm at now is time and
25:16implementing the right things
25:17consistently.
25:18Okay, so you have this it's it's just a
25:20system. It's not a it's not like you're
25:23incapable of doing it. It's just time,
25:25repetitions, and skill and you will get
25:27there.
25:28But here's something that I want to kind
25:30of break because I think this is very
25:31very common.
25:34The old belief is that content attracts
25:39and the conversations close.
25:43This is how anyone will say, "Okay,
25:45content is there to attract people in
25:48and conversations are there to close." I
25:50have 2 years of proof of not doing sales
25:52calls but using micro cult messaging
25:54instead. That means that I have a
25:57different belief and I think this is the
25:59belief of leverage. And this is the
26:02messaging actually converts people at
26:04scale and the conversation you have with
26:07them, whether it's on a call or whether
26:09it's in the DMs,
26:11that's just admin.
26:13If you do all of this stuff right, the
26:15conversation is just the admin. It's the
26:19tick box exercise you need to do to
26:21onboard a new client.
26:23That's what it should be. It shouldn't
26:25be objection handling. It shouldn't be
26:28convincing.
26:29It shouldn't be any of that. It
26:30shouldn't be explaining. I mean,
26:32bloody hell. If If anyone ever asks you,
26:34"What do you do?"
26:36You just send them to a long form video
26:38of you yours, okay? And you leave the
26:40conversation there.
26:41Because you're just going to be wasting
26:42time, okay?
26:45Now,
26:46the problem with the old way
26:49is that
26:51if you just make content for attraction
26:55and you're focused on closing people
26:57through having conversations, you end up
26:59with what I call convincing tax.
27:02We're going to calculate this tax now.
27:05But if you if you have you use the right
27:07messaging at scale
27:09and it compounds over time,
27:11the conversations end up being admin and
27:13the result is that instead of selling
27:17on the conversations that you have, you
27:18are just enrolling. And that's the whole
27:20point behind effortless enrollment.
27:23So, let's talk about convincing tax.
27:25This is I'm going to need you guys to do
27:26some calculations now.
27:28>> [snorts]
27:29>> So, uh you can do it on the sheet or you
27:31can do it on a notepad. Really, really
27:33simple. So, this is uh you're going to
27:35get your your phone out and your
27:36calculator as well. This is going to be
27:38very simple. This is not I hate maths,
27:40okay? I absolutely suck at maths. Never
27:42do public maths is one of my laws.
27:44Um absolutely suck at it, but okay,
27:47really simple. You're going to write
27:48down how many sales did you make last
27:50month?
27:52Okay? How many sales did you make last
27:54month?
28:01B.
28:03How many sales conversations did you
28:05have last month?
28:07So, I want you to have like you should
28:09have some sort of ballpark
28:10understanding. You should have a some
28:11understanding of how many conversations
28:13you had, whether they were calls,
28:14whether they were conversations in the
28:16DMs. This could be like even just anyone
28:18that that reached out that you had a
28:20conversation with or anyone that you
28:22felt was a good lead and you're having a
28:24good conversation with but didn't didn't
28:25didn't close. How many conversations did
28:28you or your team have in total, okay?
28:35Write that number down.
28:39And I would say if that number isn't
28:40like pretty pretty quick quick to your
28:42mind,
28:44um then we need to be you need to be
28:47tracking your numbers uh significantly
28:49closer. Okay, it should pop up pretty
28:51fast. See, how how
28:54many hours
28:56did you spend last month in sales
28:57conversations with people who did not
29:00buy from you?
29:02Okay, so this is a ballpark number
29:05again. So whether it's calls, just do
29:07the rough maths here.
29:09Um
29:11and Max I've got all of them.
29:14We need to fix that. Dude, we need to we
29:15need to fix that, man.
29:17So
29:18uh how many hours spent last month in
29:20sales conversations with people who
29:22didn't buy?
29:25How many hours?
29:32And I want you to calculate what one
29:35hour of your time is worth. The way
29:37you're going to do that is you're going
29:38to take your your monthly revenue from
29:39last last month. So how much money did
29:42you make last month?
29:43Um and I want you to divide it by 100.
29:52And again, there's going to be some of
29:53you who this is like, okay, well then
29:55the math doesn't even math up. Um maybe
29:57you didn't even sign any clients. Um
29:59again, that's just highlighting there's
30:01something going on that we need to fix.
30:04So what's your one hour of your time
30:06worth? Divide last month's revenue
30:12by 100. Okay, and we're going to do
30:15some calculations now. The calculations
30:18are really simple on your calculator.
30:20It's C
30:22times D.
30:24Okay, so whatever you put for C and
30:26you're going to times it by D.
30:28And that is going to be how much
30:30convincing tax you paid last month. And
30:34I'm curious cuz I've I've actually never
30:36done this before.
30:37Um
30:38so I'm going to do this. I'm going to do
30:39this calculation and I'll put mine in
30:42the chat, too.
30:53Uh
30:54so, that's
31:15Okay, right. So, mine is
31:193
31:214 2 9.
31:25All right, let's get everyone there.
31:26There's way, way, way more people than
31:28this. There's like five people that have
31:29done it. Come on, quick on the math
31:30here. Let's see them. Let's see these
31:31numbers. I want to see what you guys
31:32got. If it's zero, put zero.
31:34Um
31:37I want to see the convincing tax.
31:42>> [snorts]
31:47>> Okay.
31:48All right, so it looks like everyone's
31:49floating kind of just around that below
31:51that 5K mark.
31:58So, by the way, this is money.
32:04Money that you are just wasting from the
32:08your activities right now. The way your
32:10business is right now, this is money
32:11This is money that you could have had
32:13that you don't don't have.
32:17It's as simple as that.
32:20Okay, sweet.
32:21Right.
32:24This is our chat-to-close
32:28system.
32:30Um it's made up of three parts: connect,
32:33discovery, and the transition.
32:36Um
32:37when I spend time speaking to people in
32:39the DMs, uh if it's someone who's
32:41interested in joining, um
32:44I typically spend about maybe half an
32:46hour, like max, total in the entire like
32:49running through this entire process.
32:51Um like genuinely start to finish, half
32:54an hour. That's that's all all it needs
32:56for someone who's a five-star lead for
32:57me to basically enroll them.
33:00Um
33:02and it works because there are three
33:04main steps because the messaging has
33:05done the heavy lifting for me. The
33:07reason I can do it in 30 minutes, in
33:09just like three big steps,
33:12is because the messaging has done the
33:14heavy lifting for me.
33:16So, long DM threads, where you're going
33:19back and forth, back and forth, back and
33:21forth,
33:23um it's a it's a symptom of weak
33:26messaging upstream.
33:27It means people is me it means people
33:30aren't super super clear on
33:33what you do, how you help people, and
33:35why you're the person to help them.
33:38They're just unclear on all of this
33:40stuff, okay?
33:42Um the good news is
33:44it's absolutely fixable.
33:47I want you guys to think now about your
33:48last five sales conversations. So again,
33:51these could be in the DMs, these could
33:52be on calls. I want you guys to think
33:54about the last five people
33:56you had who whether they closed or they
33:58didn't, I want you to think about who
33:59the last prospects
34:01that you had a conversation with.
34:04And I want you to I want you to score
34:06them.
34:07Okay? I want you to score them.
34:10And you're going to end up with a total.
34:14So, the way you're going to do this is
34:15you're going to go have you've got five
34:17prospects, prospect A, prospect B,
34:18prospect C, D, and E. So, each of those
34:21and each of them you're going to give a
34:22score out of four, one to four you're
34:24going to score them.
34:25So, if you had to convince them
34:28uh a little, you're going to give them a
34:29three. If you had to do zero convincing,
34:31they were all in they they did it they
34:33were just ready to go.
34:35You're going to score them a four.
34:37Two
34:38where if you had to do a lot of
34:39convincing and if you felt like you had
34:41to hold them hostage to get there to to
34:44get their their card through
34:47or not
34:48score the one okay.
34:50So I'm going to actually I'm going to
34:52grab some music.
34:54We're going to put a couple of minutes
34:55on the clock. So I want you to actually
34:57think about this okay. So I want you to
34:58go through and score this.
35:00Let's get some
35:02music done.
35:08Okay.
35:24We've got some deep house today team.
35:34Can I say that? Can I say a thumbs up if
35:36you can hear?
35:39Sweet.
35:40Okay.
35:43Three minutes a team.
35:46And then once you've done it I want you
35:47to add the total here
35:49and drop it in the chat. I want to see
35:50the numbers fill in the chat. I'm
35:52curious to know what your total is.
35:58All ready by the way these are all
36:00this is any conversation you've had
36:01whether it closed or it didn't. So these
36:03are the last sales conversations that
36:05you've had.
38:24>> Mhm.
38:29>> Okay, so we have
38:31uh we have 53 people on this call and we
38:35have 1 2 3 4 5 6 7 8 9 10 11 people who
38:41have dropped their numbers in. So,
38:44please, let's see some numbers, guys.
38:47That is the benefit of these sessions is
38:49that you have to do the work.
38:51So, I'm here holding your hand.
38:53But, okay, so
38:55got a couple of nines here.
38:58X 13
39:003 11, Ian 12.
39:06Okay, already. I don't know if you want
39:07to if you want to unmute and um
39:11let me know how you're struggling.
39:14>> Sure, I think it's more about
39:17uh identifying the people to
39:21to score.
39:23>> Okay.
39:25>> [laughter]
39:26>> Is that um
39:29>> Cuz like I have like
39:31that's my problem. I have like way too
39:32many conversations.
39:34>> [laughter]
39:34>> Okay.
39:35>> And that's the thing and so I'm like,
39:37okay, which one should I choose cuz like
39:39if I look at some of the last ones,
39:40yeah, they're shitty.
39:42But then if I look at the last clients,
39:45it's actually a four or a three.
39:47>> For sure, for sure, for sure. So, okay,
39:49good.
39:50>> That's a good That's a great point and
39:51I'm I'm glad you brought it up.
39:53Um
39:55I think like
39:56uh
39:58one of the things like especially in in
40:00so in my world and in our world here in
40:02Scale 20, something that we are really
40:04hot on is pipeline prioritization.
40:08Uh so, one of our like mantras that we
40:09have is like we should just be spending
40:12uh we should usually spending basically
40:14every day. It's like five people
40:17uh you need to be spending time with,
40:19nudging them along in the conversation.
40:21Um this is if you're doing doing
40:23conversations in a chat, by the way.
40:27Um
40:31Yeah, I don't uh
40:33like I said, this is the first time I've
40:34done I've tried this exercise, so I'm
40:35going to have to think about it how how
40:37I how I position it next time I do it.
40:39>> Yeah, I mean, it's also I think on my
40:41end, which what you just said is like,
40:43oh yeah, that's a good point, and that's
40:44why I can't even do that exercise, so.
40:47>> Yeah, look, I it's it's
40:48>> That That fixes that.
40:49>> [laughter]
40:49>> Yeah, so this is the thing, right? So
40:50it's I can kind of see like a lot of the
40:52folks who have um
40:54who have dropped their numbers are like
40:55scale 20 members, and I know that the
40:57big thing that I promote with them is
40:58like, we're spending our time with like
41:01the the highest quality leads. We're not
41:05spending our time with what we call
41:06anything below a four-star lead. So,
41:08four-star and a five-star lead only, and
41:10that's someone who's expressed an intent
41:12to work with you.
41:14Um and so, yeah, okay, well, this is
41:16really cool This is really good good for
41:17me to know. Um like I said, I wanted to
41:19get a little bit of an understanding of
41:20where things are at. So, just to give
41:22you guys, part of this is supposed to be
41:24a bit of a pulse check, all right? So,
41:26part of this is just like just finger in
41:27the air, how am I feeling about how
41:29things are at right now?
41:31Um I don't I don't think we saw anyone
41:33above a 15.
41:36I think Vince got highest with 14 is
41:38what I'm seeing, couple of 13s.
41:41Um so, as far as I'm concerned, for to
41:43post content has gone way easier. Okay,
41:45so, what's the math on that? Four,
41:48three, two, two, two. David?
41:52>> Yeah, I think
41:54>> [clears throat]
41:54>> if I was going to like reference to
41:57Aurelie's as well, I think if I looked
41:59historically, like prior to posting
42:01content really regularly,
42:03it was like pulling teeth, and
42:06I've been in this game for long enough,
42:08and like I work as a sales coach, and I
42:09sell people that it's not impossible to
42:12do so, but it just felt so difficult
42:15that I was like, what is the point? Like
42:16there's got to be something more
42:18worthwhile for my time than simply like
42:21beating people over the head with hey,
42:22you need to do this. And then the moment
42:24that I started posting content really
42:25religiously and like taking a more
42:27structured approach to it, my last two
42:29were like way easier. The the last one I
42:31got which was a four with the guy
42:33literally got on the phone call, I was
42:34still doing sales calls, and his first
42:37response was I've watched every single
42:39one of your shorts and your and your
42:41YouTube videos, and I want to work with
42:43you. Like how much is it?
42:44And it was done in like 10 minutes. And
42:45I was like, oh, right. Okay, so it is
42:47meant to be like this. Fine.
42:48>> [laughter]
42:49>> Good to hear, man. Look, I mean, at the
42:51end of the day, like what I'm trying to
42:53trying to share here is that that this
42:55is a this is everyone's on a journey.
42:56So, 2 years ago, I was probably on your
42:59your kind of position, David. Actually,
43:01with like way less like sales skills,
43:03and things were really hard. And it's
43:06after stacking the stuff that we speak
43:07about and we do that I've been doing
43:09this for a couple of years now.
43:11Um, and just all the content that I'm
43:14posting is this stuff that we talk
43:16about. Uh,
43:18yeah, I I want to see I want to see like
43:20movement towards that.
43:22Um, that's the main thing. Okay, Vince,
43:23hit me.
43:26>> Um, yeah, I this is I wanted to ask this
43:29question at some stage. This might be a
43:30good time for it. And we talked about it
43:31in Slack, but I just wanted to get your
43:33thoughts one more time, um, on the email
43:36hand raiser thing.
43:38Um, I know you replied. I'm having I'm
43:40getting like crazy numbers of response
43:43to just keyword hand raiser from my
43:45broadcast emails, but then there and I'm
43:48testing from like one line to like
43:50sending all the info to sending the link
43:53to asking questions, and I'm getting
43:54very, very little response to that. Um,
43:58so I so I'm now today is the first day
44:00where I've shifted to your suggestion of
44:01going to Instagram. I just wanted to
44:03check if you cut
44:04all email response hand raisers.
44:07>> Yeah. I've done it for cuz dude, there
44:09was it was so painful when I looked into
44:11my spam folder and I saw 200 inbound
44:13messages that I had never seen over the
44:15course of like [laughter]
44:166 to you know, 9 months, maybe a year.
44:19Um that was enough for me to be like, I
44:21ain't ever doing this again.
44:23Um I think I did test it for a little
44:24bit because I was like I did I was
44:26really frustrated. So of course, I was
44:28like I didn't immediately stop. Um but
44:32uh yeah, what I I also have a
44:35I have a bit of a theory that um as I
44:37kind of explained to you, when uh for
44:39context by the way for everyone just to
44:41make this clear to everyone. So um Vince
44:43is talking about uh
44:45uh handraiser posts. So this is when
44:47we're when we're essentially making our
44:49invitation. So a handraiser post is our
44:51invitation to get people uh
44:53uh taking movement towards an offer.
44:55Uh so with we're giving some sort of
44:57offer invitation out to them and we're
44:59basically asking them to be like, hey,
45:00I'm yeah, this is this is me. I'm this
45:02person. This this seems like the right
45:04time.
45:05Um
45:06a few ways of doing this, you can do
45:07this via an email. Um and typically
45:10previously what I did a couple of years
45:12ago was you would ask people to reply to
45:14the email. Uh so I'd send out broadcast
45:16emails via my broadcast messenger
45:18service kit.
45:20And then people would email me back, but
45:22then what was happening was their
45:23responses were going into my spam
45:25folder. And of course, I never look in
45:26my spam folder and I didn't look for
45:28about a year. And then I was I guess I
45:31was probably just wondering
45:32I mean, I guess my business was the
45:34busi- at the business at the time. Um
45:37uh but I realized I'd left probably a
45:39ton of uh potential opportunities on the
45:41table because I never saw any of these
45:43their responses.
45:45Um so that was just a big rookie error.
45:47Uh but um
45:49I uh also had a hunch that when I would
45:52respond back to people, so if I did
45:53respond back to people, um I think
45:56sometimes my message went into their
45:58spam box.
45:59So this This the kind of the the the the
46:01tricky trickiness with with email. So,
46:04what I said to Vincent, this is what
46:05I've been doing for the last couple of
46:06years is um the call to action at the
46:09end of a hand raiser, instead of it
46:11being for people to reply to me via
46:13email, I send a deep link, a deep link
46:16uh to my Instagram profile and I tell
46:18tell people to DM me my keyword, which
46:20is 77.
46:21So, for any of you guys who are
46:23interested in working with me,
46:25I would say go hit my my Instagram
46:28profile up and DM me the keyword 77 and
46:30that's where I share the invitation with
46:31you. So, I just found like keeping it
46:34keeping it simple and I just decided I'm
46:36just going to have one place where I
46:37direct people to and I'm just going to
46:40optimize for that cuz yeah, the pain of
46:42seeing a couple of hundred inbound leads
46:45in my spam folder was brutal, to be
46:47honest,
46:48at a time when I didn't want that.
46:49>> I did actually check that on my side and
46:51I had a couple in spam, but it that
46:52wasn't most of them were coming through.
46:54And then I can I use Superhuman, so I
46:56can generally see read receipts on them.
46:58So, I went through most people see the
47:00response. It's just the reply rate, no
47:03matter what I send back, is very very
47:06low. So, it's almost like the difference
47:08between responding on Instagram and like
47:09a quick chat versus like the friction of
47:12responding in email just seems like I
47:13mean, again, it probably applies to all
47:15these people being more pre-sold in the
47:16first place, but
47:18>> I think I think it's a bit of both,
47:19dude. So, I think it's like um but I I
47:21honestly, um
47:25I don't think I would get a huge amount
47:26of engagement um
47:28if I necessarily did it as well. Like I
47:30I think it's like I just made the
47:32decision and this is this is where it's
47:34like you when it when it comes to our
47:36like sales processes,
47:38I think this the simpler it is and the
47:41more kind of like one stream it is, the
47:43better it's going to be. And so, like
47:45I'm kind of I'm when I said I wasn't
47:48going to do email uh responses anymore,
47:51I was like, I'm going to leave that and
47:53I'm going to forget about it and I'm
47:54going to optimize everything for just
47:56this one process and I'm going to direct
47:58all my traffic into one place and the
48:00kind of the cool thing with it as well
48:01dude is that like for me and my type of
48:03business which will be a similar for for
48:05many of you guys
48:06um
48:08it was a bit of a pre-qualifier. So if
48:10someone maybe if someone didn't have an
48:12Instagram profile or they didn't have a
48:14large audience or whatever and they they
48:16message me then I kind of immediately
48:18know that they're they're they're not
48:19going to be a they're not a four or
48:20five-star prospect. So and then also the
48:23triggering the manychat automation it
48:25pulls them in and tags them in my
48:27um in my CRM in manychat uh
48:31it just it just easily it's easier to to
48:33like tag them in our like pipeline.
48:37>> Yeah, okay. Now I'm going to yeah follow
48:39that. I think the email thing is not is
48:41not quite grinding at the moment.
48:43>> Yeah, the way I dude the way I see it
48:44email for me is like I um
48:48I just I was like
48:50it's super super important but I don't
48:51see it I don't I didn't enjoy using it
48:54as the communication
48:56uh the kind of like the one-to-one. So I
48:57use it purely as like my broadcast
48:59messenger.
49:00>> But I only did
49:01that actually the I got a booking the
49:03other day from someone I replied she was
49:05one of the ones I replied without
49:06sending details. I just sent like a very
49:09brief kind of thing and a question and
49:11then next thing she paid. So I actually
49:12don't even know where she found the
49:13payment link to be honest.
49:15>> Yeah, that's [laughter] that's what
49:16>> So like it's almost like a confirmation
49:18that like if they're going to book
49:21they're already interested enough to
49:22book.
49:23>> Yeah, that's the way I I've So what I
49:25did as well is like I tested out doing
49:28as little friction as possible
49:30and so what ended up happening was that
49:32I would just send out links to my email
49:34list and I and I was like the fewest
49:36steps possible. Um instead of like
49:39inviting a conversation I would just be
49:40like let's just get them to the next
49:42step. It's it's kind of like it's it's
49:45fundamental
49:46uh e-commerce and like and online
49:49traffic uh
49:51uh traffic direction is that you want as
49:52few as few as clicks and as few as steps
49:55as possible. So, that's something I've
49:56been testing as well. Something I think
49:58about a lot is like I want my my
50:00process, especially when it comes to
50:01enrollment and conversion, to be as few
50:03as steps as possible. And I've
50:05definitely found that like the fewer
50:06steps I have, the
50:08the less friction I have, the more money
50:10that I make.
50:12>> Yeah. No, thanks, dude.
50:13>> Something for you to test out, dude, but
50:14it's like I think you just like you have
50:16to you have This is the process and the
50:18the stage where you're at is you just
50:19have to test all these things out. And
50:21you get a little bit of data and then
50:22it's like, "Okay, actually, maybe I'm
50:24just going to just going to continue
50:25just focusing on one place."
50:28>> [snorts]
50:28>> Cool.
50:29>> All good. Okay, I just want to check the
50:30chat. Uh Tom, I'm noticing I've got a
50:32lot of demand, so literally don't have
50:34any have to do convincing at all. Like
50:35they literally are ready to pay, but
50:37then can't afford to pay the actual
50:38price, so they're just not five-star.
50:40What would you say that's an issue in
50:42messaging or country? So, uh Alexandra,
50:44are you there?
50:48>> Hey Tom, yes, I'm here.
50:51>> You're there? Okay, so I mean I I I
50:53don't know if it's messaging or country.
50:54You tell me, what do you think?
50:57>> Um I think it's probably more like the
50:59country.
51:01Um
51:02yeah, I just feel like I'm not getting
51:03the right eyeballs on on my content and
51:05I think
51:07um the messaging is like pretty clear.
51:10Um it just feels like they're ready to
51:12work with me. It just doesn't feel like
51:14they're five-star.
51:15>> Yeah. So, they're not If they If they're
51:17If they're um
51:22They are yeah, inherently unqualified if
51:24they don't have the money to to work
51:25with you. So, they're they're a
51:26three-star. So, if someone the
51:28qualification process and I think like
51:30this is something that
51:32you're going to refine over the next
51:33couple of months, but like the
51:35qualification process that you go
51:36through when you're having a
51:37conversation with someone, you need to
51:38be qualifying them about are they are
51:41they
51:42are they able to make that investment?
51:45And you do that early on in the process.
51:47Like so, that's the that's the thing.
51:48So, and then that's when you decide
51:50whether they're a five a three-star or a
51:52five-star lead.
51:54>> Okay, with you. Thank you, Tom.
51:56>> Good, Alexandra. Okay.
51:58Um,
51:59Kim, does the ManyChat CRM connect to
52:00the Airtable one or do you have to do
52:02another step to push these leads to the
52:03Airtable list? Um, so I'm going to leave
52:05that one to Sam. This is something we're
52:06going to be covering over the next
52:07couple of months because we've
52:08completely changed how we do things.
52:10We've got a got a brand new um pipeline
52:12that we're going to be helping you guys
52:13also install.
52:15Um, okay, right. Uh,
52:17let's get back on track.
52:19Okay, so
52:21the idea is that the number
52:24if it's below a 15, there's room for
52:26improvement. You know, I know for me
52:28it's above 15, it's probably like an 18
52:30out of 20 for me in the last like month.
52:32The last like five people that I spoke
52:34to.
52:34Um, and so I want you to be getting
52:36towards like 16, 17, 18, 19, 20. I want
52:41that to be the measurement for whether
52:43you're having effortless enrollment or
52:45not.
52:46So, number two, this is when we get into
52:48the actual
52:49the the actual psychology, the deep
52:51psychology.
52:53Get inside their head.
52:56Um,
52:59your word is your whistle.
53:02>> [snorts]
53:03>> What do I mean by it when I say this?
53:05Uh, this is a dog whistle.
53:08And for those of you that are unaware,
53:10um, dogs have a different hearing
53:12frequency than we do.
53:15So, when this lovely woman blows this
53:18whistle,
53:19uh, she can't hear [ __ ]
53:21But her dog goes berserk or stops doing
53:24what it's doing or whatever is supposed
53:25to happen when the whistle goes when the
53:26whistle blows.
53:28And your content and the words that you
53:31use in your content are the exact same
53:34thing.
53:37Your words act as a whistle to the right
53:39people.
53:41And to the wrong people, they don't even
53:42hear them.
53:45Now, what I want you to be aiming
53:47towards
53:51is this understanding that magnetic
53:53messaging
53:55is your prospect's internal monologue
53:59read back to them.
54:01We all have a voice that goes
54:05around in our head. I always think I
54:07always when I think about this, I always
54:08find it funny because I think the only
54:10way
54:11we're the only person that can kind of
54:13really truly understand what that means
54:15for us and I think it's probably
54:16different for everyone. You know, for
54:17some people it might feel like it's
54:20me me talking to me. Some people it
54:22might be like
54:24uh just a voice that's just continually
54:26talking.
54:27Uh I think it's different for everyone.
54:29But what we're aiming to do here
54:31is we're aiming to say the words
54:34that are going on inside our prospect's
54:36mind. That's what we're trying to do.
54:39Okay, that is the aim that we're trying
54:40to trying to get to. That's the point
54:42where we're trying to get to.
54:43Because when you put the right words
54:46out to your audience in your content,
54:48your messaging attracts dream clients
54:51and most importantly, it repels energy
54:54vampires. Okay, we don't want the energy
54:56vampires.
54:59And I'm going to tell you why in a
55:00second because when your messaging
55:02quotes your perfect future client's
55:04internal monologue, I'm going to say
55:05this one again cuz this is really
55:07important.
55:08The idea is that your messaging quotes
55:11what your perfect future client's
55:13monologue is inside their own mind.
55:16That
55:18that is when we are going to get ass off
55:21fence energy.
55:23So, we're going to go to the depths of
55:25this, but I want to give you a little
55:26short little story here. So, this is my
55:28This is my calendar from 2 years ago,
55:30July 2024.
55:32So, I'd stopped doing all of this um
55:35some of the sales calls. I'd do doing a
55:37lot less, but I was still doing some
55:38sales calls. You can see this week I had
55:40one and two. I only had two that week.
55:43But I had more calls with clients. So, I
55:45was doing one-on-one calls with clients
55:47on Tuesdays and Thursdays.
55:51And this was at a time in July where I
55:53tested a couple of things with my offer.
55:55So, I changed a couple of things with my
55:57offer.
55:58The first thing was I decided to move to
56:01weekly pricing.
56:03Um and
56:05I I
56:07uh
56:09I did it because I heard someone talk
56:10about how if you make the price small,
56:14the smaller the price, the less friction
56:16there is.
56:17Uh what ended up happening was that
56:21uh the smaller price ended up increasing
56:24my admin load because there would be
56:26there was basically a 4x increase in how
56:28many
56:29uh missed payments I'd have to chase up.
56:33The second thing happens. Yeah, they
56:34love So, they love it in Australia and
56:35New Zealand. They love the weekly
56:36pricing in Australia and New Zealand for
56:37some reason. I think I just copied
56:38someone. I was like, "Okay, this is
56:40dumb."
56:41I also copied something. At the same
56:43time I went to weekly pricing and I also
56:45added uh a guarantee into my offer. The
56:48guarantee was that you could cancel at
56:50any time.
56:51And
56:53what happened over the next 3 months was
56:55that my uh my the the client my client
56:59base completely changed.
57:01What ended up happening was that I I
57:02attracted by changing my messaging
57:04slightly.
57:06So, I changed my conversion messaging
57:07slightly.
57:08See, David, my I ended up having
57:13toe dipper clients.
57:15These are a variant of energy vampires
57:18um and I would say are probably worse uh
57:22because these were people who had no
57:24intention of staying with you a long
57:25time.
57:26They wanted to test the water.
57:29And the water was inevitably not going
57:31to be the right temperature for them.
57:33And so after whether it is a month or 2
57:36months, they ended up leaving but not
57:39before they had sucked the damn life out
57:43of me
57:44by taking up all of my time as well.
57:46>> [laughter]
57:48>> So it was the it was the perfect storm
57:50of toe dippers and energy vampires in
57:53one and I just made two changes to my
57:57messaging.
57:58One was that you can cancel every
58:00anytime whenever you want.
58:03And the second is you can pay weekly so
58:05the payments are less.
58:07And so guess what I attracted? I
58:09attracted I attracted toe dipper
58:12broke energy vampires.
58:15Um
58:18that lasted 3 months and I was like
58:21something's got to change and luckily it
58:23changed and um
58:25I changed back to what I was doing
58:26previously and things started to work
58:29really well again
58:31but the most important thing was that I
58:32was getting the right clients back. So
58:34just a reminder that this is about
58:35working with dream clients but your
58:37messaging can dictate who ends up
58:40knocking on your door and it can be a
58:42small change.
58:44That's just an example of two small
58:45changes.
58:49Let's dive deep into the psychology now.
58:50So we're going to get nerdy. We're going
58:52to get nerdy now. This this is this is
58:54this sec- section is what will
58:57differentiate you
59:00and and as being an exceptional
59:02copywriter to being an average
59:04copywriter. This is the difference.
59:07So the key principle here is that when
59:09you use generic messaging
59:11this describes people from the outside.
59:15I'm going to give you one example. I'm
59:16going to give you a bunch of examples.
59:18I'm going to say that again. Generic
59:19messaging so
59:21generic general messaging describes
59:23people from the outside.
59:24This could be for example for me this is
59:26saying
59:27my perfect future clients, they struggle
59:29with lead quality.
59:32You guys are on this call because you
59:33want five-star leads, not [ __ ] leads.
59:36That's what I would say, or I could say
59:38if I used uh generic messaging.
59:42Magnetic messaging though speaks from
59:44the inside.
59:46Okay? So, why is it always the people
59:48with no money who message me? This
59:52this is the line that is going on your
59:55perfect future client's inner monologue.
1:00:00Generic messaging describes people from
1:00:02the outside.
1:00:03Magnetic messaging speaks from the
1:00:06inside. It's a quote. You are quoting
1:00:09the inner monologue that's going on in
1:00:11their own minds.
1:00:12Going to give you a bunch of examples
1:00:14here now to kind of paint the picture.
1:00:17So, the way that you describe your
1:00:19perfect future clients' fears,
1:00:21frustrations, desires, and beliefs,
1:00:24you can either do it by describing the
1:00:27prospect's situation. This would be
1:00:28describing the outside situation and
1:00:30circumstances.
1:00:32Or
1:00:33you can quote the thought and the
1:00:35thoughts that are running through their
1:00:37head. These are the inside words.
1:00:42Here are some examples. Now, I've used
1:00:43an example for me, so keep in mind you
1:00:45guys are my perfect future clients, uh
1:00:48all of you.
1:00:49So, let's talk about lead quality. So,
1:00:50if I was to say um if I was to come to
1:00:53come to this with outside messaging, I'd
1:00:55say, "Many coaches struggle to attract
1:00:57qualified leads."
1:01:00If I was to come through it through
1:01:01quoting the inner monologue,
1:01:04through inside messaging, I would say,
1:01:08"My perfect future client, I bet you're
1:01:10always thinking, why is it always broke
1:01:13people with no money message me?"
1:01:17Okay? We'll try this again with
1:01:19convincing people, the grind of
1:01:21convincing people.
1:01:22So, if I was to say the from an outside
1:01:25perspective, the messaging would be
1:01:28you guys
1:01:29sales conversations can feel exhausting
1:01:31and efficient. I bet your sales
1:01:33conversations can feel exhausting and
1:01:35efficient and inefficient.
1:01:38From an inside perspective though,
1:01:44I say I bet it sounds like I basically
1:01:46have to talk people into it.
1:01:48Every single time.
1:01:52That's coming from your own mind.
1:01:54The price reveal ghost. I had this as a
1:01:56question
1:01:57in preparation for this session, so I
1:01:59wanted to cover it, but like
1:02:01people are always scared about like,
1:02:02okay, what if what if they know the
1:02:04price? What happens when I say the
1:02:05price? Are they just going to ghost me?
1:02:07So, the outside messaging would look
1:02:09like prospects often hesitate at the
1:02:11pricing stage.
1:02:13But [snorts] inside your mind, you're
1:02:14thinking that was a great chat. They
1:02:16loved everything.
1:02:18Then I said the price and the chat went
1:02:20dead.
1:02:24Content that doesn't convert.
1:02:26So, the outside messaging would sound
1:02:29like your content strategy may not be
1:02:31aligned with your sales goals.
1:02:33But inside your mind, you're thinking
1:02:34I'm posting every day and I couldn't
1:02:35tell you which post has ever made me a
1:02:37single sale.
1:02:38That's the inner monologue that's going
1:02:40in on inside your mind.
1:02:43>> [snorts]
1:02:44>> On sounding generic.
1:02:46The outside would be it's difficult to
1:02:47differentiate yourself in a crowded
1:02:48market, right? There's so many players
1:02:50in the market, it's so difficult to
1:02:51differentiate yourself.
1:02:53But inside your mind, you're thinking
1:02:56damn, I just sound like every other
1:02:57coach on Instagram.
1:03:01Do I? Well, I think so.
1:03:06Can you see how that's different?
1:03:10And then of course, the energy vampire
1:03:11client, my favorite.
1:03:14So, the outside would be like look, some
1:03:15some clients require more emotional
1:03:17energy than others. I get it, right?
1:03:19Some clients
1:03:20require more emotional energy than
1:03:22others.
1:03:23But on the inside, what I'm actually
1:03:24thinking is I saw their name pop up on
1:03:27my phone and my stomach dropped.
1:03:30That ain't normal.
1:03:33Can you see the difference here?
1:03:36Yeah? Can I get a thumbs up if you guys
1:03:38can tell the difference between like
1:03:39this is the outside perspective. This is
1:03:42Guys, this is this is this is real ninja
1:03:46copywriting [ __ ] that we're diving into
1:03:48today.
1:03:49This is this is the next-level stuff.
1:03:51I've never talked about this stuff.
1:03:54So, we're going to map it out for you
1:03:55guys, okay? We're going to do this
1:03:56really quickly. This is going to be an
1:03:58exercise. So, I want you guys to pick
1:04:00one painkiller from your model. Now,
1:04:03most of you in Scale 20 will already
1:04:05have your painkillers mapped out. Uh so,
1:04:07I want you to pick one of them. Just a
1:04:09reminder, if you're not familiar with
1:04:10our painkiller model, essentially we
1:04:12have three levels of pain. We have
1:04:14front-of-mind pain. This is pain that
1:04:16like, I need this solved now. The
1:04:17bleeding neck pain. Give Give me
1:04:19something to like stop the bleeding.
1:04:21We then got the occasional pain. This is
1:04:23the annoying pain. This is the I know I
1:04:24should probably get this checked out
1:04:26type of pain. And then there's the
1:04:27back-of-mind pain, the mild ache. This
1:04:29is the I wish This is the
1:04:31unfulfilled desire pain. The pain that
1:04:33they wish their life was somewhere else,
1:04:35but it isn't.
1:04:37And so, what we do in our painkiller
1:04:38model is that we map these out. This is
1:04:39what we build our signature intellectual
1:04:41property around. But we have essentially
1:04:43we have a painkiller for every single
1:04:45pain that are uh perfect future clients
1:04:48have.
1:04:49So, one of my painkillers
1:04:51um
1:04:52is essentially what we're talking about
1:04:53today. I help six-figure online experts
1:04:56build authority and leverage with
1:04:57long-form content. This is one of my
1:04:59painkillers that I help people with.
1:05:01Because the pain is The pain that I'm
1:05:03helping them solve is I don't have
1:05:05enough authority to not do sales calls.
1:05:10So, um
1:05:12I want to know your painkiller.
1:05:13And then what we're going to do is we're
1:05:14going to put I'm going to put 7 minutes
1:05:16on the clock here. So, this is a this is
1:05:17the main chunk exercise that I want you
1:05:20guys to do today. This is where I really
1:05:22want to get I want you guys to get
1:05:23tapped in. So, we've got 7 minutes on
1:05:25the clock. So, you're going to choose
1:05:27your painkiller. You can choose
1:05:28whichever one you want.
1:05:30Um, CJ says, "Okay, so now write the
1:05:32actual line your dream client says in
1:05:34their own head." I It's not a
1:05:36description, okay? It's the words the
1:05:39first person as if they you've tapped
1:05:41their phone as a straight line to them
1:05:43and you know exactly the words that are
1:05:44going on in their mind as if they've
1:05:46they've spoke them spoken them
1:05:48themselves. So, for me,
1:05:50this is the desires, what they secretly
1:05:52want, okay? So, for me for this
1:05:54painkiller for my painkiller of building
1:05:58Ooh. Building authority and leverage
1:05:59through long-form content, the desires,
1:06:02what they secretly want is I want people
1:06:04to arrive in my DMs already pre-sold
1:06:06quoting my own videos back at me.
1:06:09Pains, what's hurting right now? Every
1:06:11lead I still I get still needs a
1:06:1345-minute call to believe I know what
1:06:15I'm doing.
1:06:16So, that's what's hurting right now.
1:06:18Frustrations, what they've tried that
1:06:20isn't working. So, for me, this is
1:06:22short-form content gets me views, but
1:06:23the followers are broke, cold, or both.
1:06:25I know the long-form content is going to
1:06:27help fix that.
1:06:29Fears, what they're scared is true. So,
1:06:32what if it I'm not just I What if I'm
1:06:34just not interesting enough on camera?
1:06:38Beliefs, what they think is the way the
1:06:40way it works. Authority comes from
1:06:42follower account. I'll build leverage
1:06:44once I've got the audience. This is
1:06:46really super super common for um folks
1:06:49who I potentially work with.
1:06:51Is they think it's just like I just need
1:06:52to build my followers when they they
1:06:54they don't realize that they just need
1:06:55to post the content and that will build
1:06:57them the leverage and the authority.
1:07:00Okay, so
1:07:02I'm going to put 7 minutes on the clock
1:07:03here.
1:07:07I'm going to put 7 minutes on the clock
1:07:08and I want you to write a line for each
1:07:11of these. So, remember I've got my
1:07:12example here.
1:07:14And I'll zoom out so you guys can see.
1:07:19And
1:07:20we will have 7 minutes. Let's go.
1:10:59>> Mhm.
1:12:54>> Mhm.
1:14:29>> All right, team. Let's wrap it up there.
1:14:31So,
1:14:327 minutes down. Um
1:14:35it's time for the test.
1:14:41I want you to run a little like quick
1:14:43just run through here.
1:14:44Um I want you to scan through what
1:14:46you've written.
1:14:48And I want you to ask yourself, if they
1:14:50if someone read your line in your
1:14:51audience, would they think "How does
1:14:54this nerd know exactly what's in my
1:14:56head?"
1:14:57That's when I when I make content,
1:14:59that's kind of what I'm thinking about.
1:15:00And I'm hoping that you guys thinking,
1:15:01"How does this nerd know exactly what's
1:15:03floating around in my head?"
1:15:05It's some genius.
1:15:07Um,
1:15:08I want you to scan through that, and
1:15:10then we're going to go to the real test.
1:15:13The real test is in your real content.
1:15:16You're going to go to your last post,
1:15:18the last post that you made, the last
1:15:20like proper post you feel you feel you
1:15:22made. If you made just some
1:15:24post that you're not super proud of,
1:15:25you're not going to go to that. But
1:15:26you're going to go to the last real post
1:15:27that you made.
1:15:30I'm going to put 2 minutes on the clock.
1:15:31Um, you're going to read whether if it's
1:15:34a carousel, if it's a written post,
1:15:35whatever it is, you're going to listen
1:15:36to it or watch it.
1:15:38And I want you to think
1:15:40whilst you're scanning it,
1:15:43when you were describing the pain or the
1:15:45problem
1:15:47in that post, and that that
1:15:50spoiler that you should be talking about
1:15:52some sort of pain or problem in the in
1:15:53in the post if you want people to
1:15:56uh actually take action.
1:15:58I want you to ask, were you using
1:15:59outside language, describing, or were
1:16:01you using inside language, quoting?
1:16:05So, this is the test. This is the real
1:16:06test, guys. I want to see where you guys
1:16:07are all at.
1:16:09Uh so, I'm going to put 2 minutes on the
1:16:11clock. Now, I'm actually going to put 3
1:16:11minutes on the clock so I want you to
1:16:12actually take some time with this.
1:16:15And this is the final exercise I'm
1:16:17getting you guys to do today.
1:16:20So, 3 minutes on the clock. I want you
1:16:22to go to your post.
1:16:24And I want you to either listen to it,
1:16:28read it.
1:16:30I see it. Okay. And I want to see what
1:16:32you guys when it comes to the pain or
1:16:34the problem, specifically. So, when you
1:16:36talk about the pain or the problem,
1:16:39are you using outside or inside
1:16:42language? Is it Are you describing it
1:16:44the way they would describe it in their
1:16:45own head or are you talking about it
1:16:47from your perspective? Okay?
1:16:51And yeah, look. I mean, I'm going to
1:16:52have to hold up my hands. There's
1:16:53probably a lot of stuff that I'm talking
1:16:54about um outside, too.
1:16:57So, um I'm going to put some music on,
1:16:59but you might be able to have to mute it
1:17:00if you look at it on your phone. Just go
1:17:02to your phone. I want you to like
1:17:04uh I want you to see what's going on
1:17:06with your last piece of content. Okay?
1:17:093 minutes on the clock. 2 minutes down.
1:19:29>> Right, this is amazing, guys. This is so
1:19:31good to just like see your
1:19:33um see how you're putting this together.
1:19:35Now, I think it's very it's very obvious
1:19:36that like you guys are clearly like
1:19:38seeing the difference. The difference is
1:19:41it feels small, but like no one no one
1:19:44talks about this stuff. I And to be to
1:19:45be fair, like I never knew this as well.
1:19:48Um
1:19:49Okay, so now we're on to the final piece
1:19:51of piece piece of the puzzle, okay? So,
1:19:52we're going to wrap this all together.
1:19:54Um but I have an apology to make. Um
1:19:57some of you will have already seen this.
1:19:58Some of you uh will have already seen
1:20:02uh
1:20:03what I've got here.
1:20:04Um
1:20:05I've wrapped up into an just a markdown
1:20:09skill file for you guys.
1:20:11Uh so, this is the dream client decoder
1:20:13skill.
1:20:17This is what you can use
1:20:19to take any one of your painkillers and
1:20:22go through this process of teasing out
1:20:25what could the lines be that are
1:20:27floating around in your perfect future
1:20:29client's head.
1:20:31Um
1:20:33Yes, it means that it does most of the
1:20:35heavy lifting for you. Um
1:20:37I have to hold on my hand.
1:20:39I use this a [ __ ] ton.
1:20:42I use this an absolute ton, and I I uh
1:20:46here's why.
1:20:49Uh and this is this is a actually a
1:20:50great example of like
1:20:52uh
1:20:56I've I've spent the last couple of
1:20:57years, 2 3 years, solving my [ __ ]
1:21:01Um and what happens when I've solved my
1:21:03[ __ ]
1:21:05is that
1:21:06I forget
1:21:08and I have forgotten what the pain feels
1:21:11like and what the thoughts, the inside
1:21:14thoughts floating around my mind, could
1:21:15be.
1:21:17Um
1:21:18and I'd I'd like to say that I think
1:21:20that's the goal. I think the goal is we
1:21:21solve our own [ __ ] but we help
1:21:23other people behind us solve solve the
1:21:25same [ __ ] that we've solved. I think
1:21:27that's the entire game.
1:21:29Um but if we do this properly, we go
1:21:32through a process where hopefully you
1:21:34kind of forget it, um which I do. And so
1:21:36I use this I use this skill like weekly
1:21:40uh when I when I go through any kind of
1:21:42content creation to make sure that I'm
1:21:45using the right words in my content.
1:21:49Uh the cool thing is it's very simple,
1:21:51super super simple to use. Uh when you
1:21:53when you use the skill, it's just going
1:21:55to prompt you to go through a bunch of
1:21:56questions. It's going to ask you, "Okay,
1:21:58what is this for? Who's it for?" Um but
1:22:01I use this a ton. I use this a ton in my
1:22:04content. Um but this is my cheat code
1:22:07for you guys to use, um and it works
1:22:10really really well. And I I feel like
1:22:12it's fair, like because I'm I've solved
1:22:15my stuff. I've solved my [ __ ] so I
1:22:16can't remember what the pain feels like,
1:22:18so I have to remind myself.
1:22:19Um but it's quite nice having something
1:22:21that helps you go through that process.
1:22:24Um okay, right.
1:22:26We're on to part three. You've now got
1:22:28the raw material.
1:22:31You've now got the raw material. Next,
1:22:35we've got three ways to publish it and
1:22:37get it out into the world, okay? Um
1:22:39before we go on,
1:22:41I just want to know, before we go to the
1:22:43final section, this is the last kind of
1:22:44like piece of the puzzle,
1:22:46I want to know what in this session so
1:22:48far has hit the hardest for you.
1:22:50Can you just write a sentence down in
1:22:51the chat? I'd love to know what is it
1:22:54what of all the stuff that we've
1:22:55covered? I want to know what feels like
1:22:57it's like, "Oh [ __ ] that was a bit of a
1:22:58light bulb. I'm going to I'm not going
1:23:00to forget this."
1:23:05Okay, I'm okay.
1:23:08That's a big one. That's a big one.
1:23:10>> [laughter]
1:23:11[gasps]
1:23:12>> That is a big one.
1:23:15What we just did, Leonard? Okay. The
1:23:17outside versus inside messaging trick.
1:23:19Absolutely. I think Aurelie, with your
1:23:21example, like so Aurelie in the chat put
1:23:23in an amazing example. I'm going to read
1:23:24it out to you guys cuz it was it's
1:23:26really cool. So, she she in her last
1:23:28piece of content said that she found the
1:23:30pain was describing the hardest part
1:23:32about running a music business is
1:23:33finding clients. Classic like outside
1:23:36line, right? It's a classic outside
1:23:38line. Um but but she immediately has
1:23:40come in with with just such a great
1:23:42inside line.
1:23:44I tried Fiverr, SoundBetter, and other
1:23:46platforms,
1:23:48but I get no inquiry or I have to play
1:23:50pay to get some traffic to my profile.
1:23:52Completely different. Can you see how
1:23:54that acts as as a total like dog
1:23:56whistle?
1:23:57That line, I don't I don't know what
1:23:59SoundBetter is.
1:24:00Uh I know what Fiverr is, but it's like
1:24:02if I hear that line, it's not relevant
1:24:04for me. I'm just I'm I'm scrolling on
1:24:06by. But for the right person, that is
1:24:09like that's like, "Whoa."
1:24:11That's going to really hit someone
1:24:13differently when they hear that.
1:24:16Amazing, Aurelie. Thank you so much for
1:24:17sharing that, by the way. That was
1:24:18incredible.
1:24:20Um Okay, yeah, the inside monologue. the
1:24:23inner monologue, inside versus outside.
1:24:28Amazing, guys.
1:24:31Yeah, super cool.
1:24:33Yeah, and the the giving what and the
1:24:34why and selling the how and the when.
1:24:38It's yeah, it's it's it's something we
1:24:39love to we can really overcomplicate
1:24:41this stuff, but it's like
1:24:43uh the folks who work with us in Scale
1:24:4420, I tell them what I tell them how to
1:24:47do something and I tell them when to do
1:24:49it.
1:24:50Um but in uh my content, I talk about
1:24:53like what it is and I talk about like
1:24:56why it exists.
1:24:59Amazing. Brad, if you can share your
1:25:00clients' thoughts better than they can,
1:25:01they will automatically attribute the
1:25:03ability to solve it to you. Amen. Okay,
1:25:05right. The final piece of the puzzle,
1:25:07I'm going to bring this all together.
1:25:08Hopefully, you guys haven't skipped
1:25:09ahead because
1:25:11um
1:25:12Yeah, this is going to be fun. Okay, so,
1:25:14this is now we're going to publish the
1:25:16pre-sold post, okay?
1:25:18So, the three messaging moves that turn
1:25:20the inner dialogue map into content that
1:25:22pre-sells. Critical here, critical
1:25:25understanding.
1:25:27You must kill the fear
1:25:30of repelling people.
1:25:34The more comfortable you are with
1:25:37pissing off the wrong people,
1:25:40the more you are going to bring the
1:25:42right people into your world and
1:25:44everything will start to make sense.
1:25:47I'm going to share you an example of
1:25:48someone who I feel is doing the best. He
1:25:50just so happens to be in this community
1:25:51and he's doing it incredibly well.
1:25:53Um the stronger you repel people, the
1:25:56stronger you attract the right people.
1:25:58Um
1:25:59Ben has been cranking on content
1:26:02recently uh and in my opinion, his
1:26:05content, every single piece of content
1:26:07he makes, is extremely strong at
1:26:11positioning it to the right person, so
1:26:13it acts as a whistle
1:26:15to the right person and it actively
1:26:18pushes away the wrong people.
1:26:21Something that he like this is a when we
1:26:22talk about the whistle by the way, like,
1:26:24you know, he uses the word videographer
1:26:26in basically every single video he
1:26:27makes. That is the immediate whistle.
1:26:29That's like the level one whistle.
1:26:31But then he uses words that he knows are
1:26:34going to piss some people off.
1:26:36But to the right people, they're going
1:26:37to be like, "Woah, this guy is speaking
1:26:39my language." I'm not going to go into
1:26:41the details of what those words are.
1:26:42They are on this page.
1:26:44Um but he's been doing an amazing he's
1:26:46an amazing case study that you guys can
1:26:48go study of like content that is really
1:26:49cutting through the noise. He's had some
1:26:51really some posts really blow up uh
1:26:54recently, and he's doing a really great
1:26:55job of that.
1:26:57So, this is what the pre-sold post looks
1:26:59like.
1:27:00We're looking at three different things
1:27:01here. Um already so it is Ben Lawton.
1:27:04So,
1:27:06I will get Ben up in here.
1:27:09So, we'll go to
1:27:12Ben.
1:27:15So, Ben here, I'll drop it in the chat.
1:27:21Um so, go he's definitely a great one to
1:27:24go study. Um but you'll see how he like
1:27:26he he is not afraid to uh ruffle some
1:27:30feathers. Let's put it that way. He's
1:27:31very direct and straight. Um and it's a
1:27:34great thing. It's a really really good
1:27:35thing. It means
1:27:36it's why his business has been flying
1:27:38over the past uh like 9 months. Because
1:27:42he has been getting his raw authentic
1:27:44point out there.
1:27:45Um and he's saying it from an inside
1:27:48perspective. That's what he's great at
1:27:49doing. He's taught he talks so much in
1:27:51the inner monologue.
1:27:53Okay, so the pre-sold post. Three parts
1:27:55here. Repel, dissolve, invite.
1:27:58The three messaging moves. The first is
1:28:00repel. So, this is where you're going to
1:28:02take a belief from your internal
1:28:04dialogue map, and you're going to
1:28:05publicly draw a line against it. Okay?
1:28:09The next stage is dissolve. This is
1:28:10where you're going to take a fear and
1:28:11objection from the map and kill it in
1:28:13the content before it's voiced.
1:28:15So, an objection an objection answered
1:28:17in a post never appears in a DM, okay?
1:28:20So, this is why I talk about um who I
1:28:23work with, who I don't work with, where
1:28:25they need to be at to work with me, um
1:28:28the types of people who I work with. I'm
1:28:31very open with this in my content. I
1:28:32speak about it all the time in my
1:28:34content. Um essentially what I'm doing
1:28:36is I'm taking all of the potential
1:28:38objections that someone
1:28:40could potentially uh come at me with uh
1:28:43on a call and I'm addressing it
1:28:44publicly. That's the beauty of this.
1:28:47And then finally it's invite. Invitation
1:28:49language that assumes the sale happened.
1:28:52Now,
1:28:55the funny thing is the
1:28:57uh this entire workshop was an example
1:29:00of this pre-sold post and you can see it
1:29:05here broken down
1:29:06in this carousel that I posted a few
1:29:08days ago.
1:29:10>> [sighs]
1:29:11>> So, this is it.
1:29:14The first part to this, repel. Take a
1:29:16belief from your map and publicly draw a
1:29:18line against it. What was the What was
1:29:19the belief that I was taking from my
1:29:21map? It was the the belief that if I
1:29:23want to make 1 million with my
1:29:24consulting business or coaching
1:29:26business, I need to do sales calls. So,
1:29:28there are folks in my audience who have
1:29:30a belief that the only way for me to
1:29:32scale to a million dollars plus a year
1:29:34is that I need to do sales calls and I
1:29:36need to have a sales team. They They
1:29:37cannot comprehend how someone could pay
1:29:40them thousands of dollars without
1:29:41jumping on a call. There were so many
1:29:44people in my audience who have that
1:29:45belief. So, what do I do? In the first
1:29:47three slides of this carousel, I address
1:29:50it.
1:29:51I haven't done a single sales call in
1:29:53nearly 2 years.
1:29:54Since Yeah, since then I've 10x the size
1:29:57of my business and made over 1.1 million
1:29:58in the last 12 months.
1:30:00Most experts know they should be posting
1:30:02long-form content, but they don't
1:30:03understand why.
1:30:05There's this idea that floating around
1:30:07There's this idea that's floating
1:30:08around, bingers are buyers, but I think
1:30:09that's [ __ ] So, I'm calling out the
1:30:11belief and I'm saying I think this is
1:30:13[ __ ] This is me
1:30:15drawing a line against it publicly.
1:30:18When was the last time you were watching
1:30:20Netflix or Amazon Prime and seeing an ad
1:30:22actually made made you pick up your card
1:30:24to go buy something? Yeah, never, at
1:30:26least for me.
1:30:27Because here's the truth.
1:30:30We're now on to the dissolve part. So,
1:30:31we're going to take the fear and
1:30:32objection from the map and I'm going to
1:30:34kill it in the content before it's
1:30:36voiced, okay? So, this is what we're
1:30:37going to do.
1:30:39We're going to dissolve that if I stop
1:30:40doing sales calls, my business is going
1:30:42to get crushed. This is the the belief
1:30:44that
1:30:46there is no way that my business can
1:30:47continue to grow or even like continue
1:30:50to survive if I drop sales calls.
1:30:52Here we go. Just because people watch
1:30:54your content doesn't mean they want to
1:30:56buy from you. People buy from you when
1:30:59they when you install a new belief
1:31:00system into their heads.
1:31:02How was I able to do that? Because I
1:31:03create content with micro call messaging
1:31:05that focuses on shifting the beliefs of
1:31:07my audience. So, bingers aren't buyers,
1:31:09believers are buyers.
1:31:12In fact, go read this post again because
1:31:15it's exactly what I've done here.
1:31:17And it's not just me, my clients have
1:31:19been doing this, too.
1:31:21And here's where I did the real ninja
1:31:23move.
1:31:25I got this quote from Josh in the call.
1:31:27Josh said, "My coaching business is
1:31:28growing like four times faster than it
1:31:30was with the sales calls. I'm driving to
1:31:32work just smiling in my car like this is
1:31:35[ __ ] awesome." That was a quote that
1:31:37he made on a call
1:31:38on a workshop. So, I literally used his
1:31:43inner monologue in my sales copy, in my
1:31:46marketing copy.
1:31:47I literally literally took the words
1:31:50that were going from his head in through
1:31:52out through his mouth
1:31:54talking about
1:31:56uh the uh
1:31:58the potential objection
1:32:00and I used it in my content. I literally
1:32:02used an inner quote.
1:32:06And then micro call messaging is the
1:32:08difference between being hit with the
1:32:09seven most expensive words in online
1:32:10business, I just need to think about it,
1:32:12and the seven most lucrative words in
1:32:13online business, can you send me the
1:32:15payment link?
1:32:16And then finally on to invite,
1:32:18the invitation language, the the the
1:32:22uh selling from the back back foot.
1:32:26The invitation language that assumes the
1:32:28sale has already happened.
1:32:30So, I'm running a private workshop and
1:32:31I'm opening a few spots if you'd like to
1:32:33join us. Really simply just I'm stating
1:32:35what I have going on.
1:32:37I'm not pitching, I'm just saying this
1:32:39is what I've got going on in my world.
1:32:42Here's the the name of the workshop,
1:32:43inviting or convincing printing
1:32:45five-star leads with micro call
1:32:46messaging.
1:32:47Comment MCM if you'd like pre-sold leads
1:32:49to just ask for the payment link.
1:32:51So, that
1:32:53is an invite,
1:32:55not a pitch. And that
1:32:58is how you invite, so you don't have to
1:33:00convince. Okay? So, that's the the meta
1:33:04the meta from this entire workshop was
1:33:07that I used this entire process to
1:33:11invite you guys to this session.
1:33:14And this is the proof that
1:33:16I did it all. I used everything that we
1:33:18spoke about today to actually get you
1:33:21guys who are guests, and also to show to
1:33:24uh the members in Scale 20, this is how
1:33:27I've done it to actually run this
1:33:29process.
1:33:30Um
1:33:31Okay, right.
1:33:33Quick pulse check. This is inception.
1:33:35Yeah, already. This is the idea of this
1:33:36was this this is supposed to be an
1:33:38inception session. Um I want you guys to
1:33:40have a little pulse check right now. So,
1:33:42which move from the pre-sold post do you
1:33:44feel is weakest in your content right
1:33:46now? Is it Are you Are you not repelling
1:33:50the right people? Are you just having
1:33:51people who are just the wrong people
1:33:52coming to you?
1:33:54Are you getting objections?
1:33:56And do you feel like you're pitching?
1:33:57Which one do you think it is? Come and
1:33:59drop the little thing over here or just
1:34:00do it and then I just want to see it in
1:34:02the chat. I want to know which one it
1:34:03is. Which is it? Repel, dissolve,
1:34:05invite.
1:34:09Not repelling.
1:34:11Repel. Okay, repel.
1:34:16Awesome guys. There's a few few few more
1:34:18of you on here. Which ones do you think
1:34:19it is?
1:34:23A lot of repel. Okay, this is great
1:34:25because
1:34:27everything that we spoke about
1:34:30in this section
1:34:35is about repelling. Everything that we
1:34:38spoke about, the difference between
1:34:40inner and outside language, inside
1:34:42language and outside language,
1:34:44that is where the repulsion comes from
1:34:47and the attraction also comes from. So,
1:34:49you guys now have the skills to be able
1:34:53to
1:34:54to start doing this, okay?
1:34:57Amazing.
1:34:58Right.
1:35:03I'm going to put 2 minutes on the clock
1:35:05now.
1:35:06I want you to have a little think.
1:35:08I want you to think
1:35:10out of all the stuff that we've covered
1:35:11today,
1:35:13what's going to get in the way of you
1:35:14implementing this stuff?
1:35:19Okay? I'm going to say it again. What do
1:35:20you think is going to get in the way of
1:35:23you implementing this?
1:35:24And
1:35:26we need more virtual throw punching.
1:35:28That is true, Calvin. Um
1:35:31I want you to drop it in the chat. I
1:35:32want to see what you guys feel is going
1:35:34to get in the way of you actually
1:35:35implementing the stuff that we covered
1:35:37today. So, 2 minutes on the clock.
1:37:49>> Mhm.
1:37:50>> Okay, amazing team. It's looking like
1:37:53there's a lot of um
1:37:54a lot of common threads around
1:37:56overwhelmed, feeling overwhelmed,
1:37:58overthinking, overcomplicating.
1:38:01Um
1:38:02Yeah, every that's the the classic
1:38:04thing, right? Feels like it's a cross
1:38:06the board.
1:38:07So, time.
1:38:09Um having a system, remembering to do
1:38:12it.
1:38:14Not prioritizing.
1:38:17Amazing, guys. Thank you so much for
1:38:18putting this as uh adds a ton of con-
1:38:20ton of contacts.
1:38:22Um
1:38:23And look, I mean, that I I'm here to say
1:38:25that I think a lot of you some of you
1:38:26who have who have said that you are
1:38:28struggling with the system right now.
1:38:29It's um some of you who are in scale 20
1:38:31who have just started
1:38:33uh are early on in this process and
1:38:35that's the kind of thing that we're
1:38:37helping you with over the time that we
1:38:39work with you.
1:38:41Um and you just have to remember that
1:38:43like this is what we've covered today is
1:38:46a tiny piece of the pie, okay? Like
1:38:49messaging only converts what the other
1:38:52three systems are built. Remember what
1:38:53we're covering today is just one of our
1:38:54core systems.
1:38:56Um as much as these businesses are
1:38:58technically like they they feel simple,
1:39:02they can be simple in like the theory.
1:39:04In the practicality, we've all got busy
1:39:06lives. There's lots of stuff that we
1:39:08need to do. There's lots of moving
1:39:09parts.
1:39:10And I think like the biggest thing is
1:39:12just the
1:39:14it is a process that takes time to build
1:39:16this stuff out. I'm sitting here talking
1:39:19to you guys from a position of
1:39:21um
1:39:22it's taken me like 3 years to go from
1:39:24zero to where I'm at now. Um
1:39:27I know that like I've I've seen the
1:39:30evidence in our members that like if
1:39:33they stay consistent 1 2 3 years, it all
1:39:36falls into place. And it's that first
1:39:39kind of like year and a half, 2 years
1:39:41where you're in that leveraged leveraged
1:39:43trap phase that I talk about.
1:39:46Which is really tough. And that's when
1:39:47you don't have all of these these things
1:39:49in place. You don't have the system the
1:39:51systems in place to know what to post,
1:39:54to know when to post.
1:39:56I know what it's like, but if I'm I'm
1:39:57saying that if I can do it, you guys can
1:39:59do it, too. You just need to to know
1:40:01what it is to do.
1:40:03Um
1:40:04Joanna, I've been following you since
1:40:06you've had around 5K followers. I had a
1:40:08call with you once and attended one of
1:40:09your masterclass
1:40:10That's amazing. Joanna, I remember you.
1:40:12Your uh your your picture came up
1:40:15earlier and it looked different. So,
1:40:17yeah, it's amazing. It's amazing to see
1:40:18like it's every time I get folks who've
1:40:20been around since the beginning is super
1:40:22super cool. So, I'm here to say that
1:40:24like
1:40:24this stuff
1:40:26the stuff works. Um
1:40:28it all works uh because it's worked for
1:40:30me and it's worked for everyone else.
1:40:32Um In Scale 20,
1:40:35so we're we're in the summer accelerator
1:40:38right now. We're a couple of weeks in.
1:40:40Um so, next week we've got two sessions.
1:40:42So, on Tuesday uh we have our systems
1:40:45and strategy with Sam. So, this is where
1:40:47Sam is going to be doing a debrief on
1:40:50all of the projects that we've been
1:40:51doing when it comes to client member
1:40:53success over the past 12 months.
1:40:56Um he's been in the company now for a
1:40:59year. He's built all of the member
1:41:02success stuff that we've been using we
1:41:03use now. Um and he's going to be lifting
1:41:06the hood for all of you guys. Um and
1:41:08then on Wednesday, we've got a really
1:41:10fun one with one of our crew, Ollie
1:41:11Carson. Um Ollie has also been selling
1:41:14without calls for the last year and a
1:41:16half. Um and I wanted to get him for a
1:41:18crew hot seat so that we could do a deep
1:41:20dive into what's been working with him.
1:41:22Uh so, we have two huge huge sessions
1:41:25next week. Um again, just like building
1:41:28sowing the seeds that we're going to be
1:41:30uh we're going to be like harvesting in
1:41:31Q4. Uh so, I'm really super super
1:41:35excited. And then the week after, we've
1:41:36got the side quest sprint kickoff. That
1:41:39is where we're going to be getting
1:41:40everyone in gear because we're about to
1:41:42put the pedal to the metal uh for Q3. Um
1:41:46if anyone here is interested in uh
1:41:49joining Scale 20, we've got seven spots
1:41:51opening tomorrow.
1:41:52Um you can either message me on
1:41:54Instagram. Just hit me with the DMs77
1:41:57and we can have a conversation there to
1:41:58see if you might might be the right
1:42:00thing for you to join us.
1:42:01Um and
1:42:05I can't wait to catch you guys next week
1:42:07and this is it's now on to the build-up
1:42:09to the football game tonight.
1:42:11I'm here though if anyone has any
1:42:12questions. Uh it's been an absolute
1:42:14pleasure with you guys
1:42:16um and hopefully
1:42:19at least for me I think like I could see
1:42:21some real
1:42:22uh some real kind of mind mind shifts
1:42:24and belief shifts today like with you
1:42:26guys. I feel like it was it was uh some
1:42:29really really cool moments where you
1:42:30were like, "Huh, okay. This is how I can
1:42:33talk about this stuff differently."
1:42:36So thank you all to you guys. Like I
1:42:37said, I'm here any questions. Does
1:42:38anyone have any questions they want to
1:42:40ask me right now?
1:42:44Thank you guys. Okay, Aurelie, at what
1:42:46point should you move to 100% selling in
1:42:47the DMs versus doing some sales calls?
1:42:49Okay, I've recently
1:42:51I've recently made a decision on this,
1:42:53Aurelie. Uh I haven't actually spoken
1:42:55about it publicly because it's actually
1:42:56been quite recent. Um
1:42:59My recommendation
1:43:02um is that
1:43:04you shouldn't be thinking about selling
1:43:08uh without sales calls until you are
1:43:10getting at least one inbound inquiry per
1:43:13day.
1:43:16So what that means is you're getting 30
1:43:18per month. You're getting one per day.
1:43:22Um if you're getting one per day, what
1:43:25that suggests to me is that you are
1:43:27building you have built the foundation
1:43:29of uh a brand that's actually building
1:43:33leverage. Uh so that to me is like the
1:43:35signal is like if you've got 30 inbound
1:43:38inquiries, this is people reaching out
1:43:39to work with you, not you doing cold
1:43:42outreach or asking people, this is
1:43:43people directly messaging you cuz they
1:43:45want your they want to they're inquiring
1:43:48about working with you. So that's when I
1:43:50what that's what I've decided is a
1:43:53um is the kind of tipping point where if
1:43:55you feel like you want to do make that
1:43:57jump, you can make that jump. So it's 30
1:43:59inbound leads per day. You also need to
1:44:01have had offer traction. Uh so for us we
1:44:04define that is as uh you must have you
1:44:06have to have sold your thing at full
1:44:08price at least 10 times and have to have
1:44:11had at least five
1:44:12case study bangers uh from helping
1:44:15people. So that's the kind of like where
1:44:17we see that's the kind of tipping point
1:44:19we see.
1:44:20Offer traction, you've sold it at least
1:44:2210 times a full full price. Uh you've
1:44:24got five banging case studies and you've
1:44:27got you've got you're getting at least
1:44:28one inbound lead per day.
1:44:31Is that clear, Ollie?
1:44:33Nice.
1:44:36Okay.
1:44:37Uh any other questions?
1:44:39How do I avoid tire kickers?
1:44:42Um
1:44:44in everything that we spoke about
1:44:49and
1:44:51here.
1:44:54Tire kickers is just a a result of like
1:44:57getting your messaging super sharp and
1:44:59this takes like a year, couple of years
1:45:01like really refine.
1:45:03But I
1:45:04don't spend any time with tire kickers
1:45:06because as I kind of mentioned earlier,
1:45:09it's not in scope for what we're talking
1:45:10about today, but when it comes to
1:45:12pipeline prioritization, what I only
1:45:14spend time speaking to people who are
1:45:15four or five star prospects. So that
1:45:17means they have to be qualified to work
1:45:19with me, they have to have they have to
1:45:21be making the right amount of money,
1:45:23um
1:45:24they have to be they have to actually be
1:45:26wanting to work with me. They can't just
1:45:28be like
1:45:29"What do you do?" They have to actively
1:45:31be wanting to work with me. So, I only
1:45:34spend my time working with non-tire
1:45:36kickers.
1:45:39It's a prioritization thing, that piece.
1:45:43But at the at the start, 2 years ago, 3
1:45:45years ago,
1:45:46I was spending lots of time speaking to
1:45:47tire kickers because I hadn't built the
1:45:48systems that we've gone that we built
1:45:50today, that we talk about today.
1:45:53Um we've got Calvin. Hit hit me, dude.
1:45:57>> You'll appreciate it, man. This is
1:45:58golden. So, um recently transitioned,
1:46:01sold my fitness studio 17 years to go
1:46:04all in in my men's coaching group
1:46:05online. I I coach Christian businessmen.
1:46:08Kind of the pitch is most men don't have
1:46:10business problems. They have personal
1:46:11problems that show up in their business.
1:46:12So, the work is
1:46:14peak performance life coaching. I don't
1:46:15like life or life coaching myself, but
1:46:18it's hard to articulate
1:46:20like real numbers. Sometimes it feels
1:46:22ethereal. It's like real numbers.
1:46:24Obviously, I'm not saying, "Hey, add
1:46:27another 10K to your business." But if
1:46:29you get out of your own way, you do
1:46:30these things, whatever, you know,
1:46:31emotional resilience, the men's mindset,
1:46:33the the reset of yourself, then you will
1:46:36have the right relationship. You will
1:46:37make the more money most you will make
1:46:39more money because I've proven that
1:46:40already. How do I articulate that to
1:46:42guys who are
1:46:44who see tactics and strategies
1:46:46as the always the the answer. And as you
1:46:49all we all know, we still have to take
1:46:51care of what's going on inside, the
1:46:52internal transformation. How do I
1:46:53articulate that to men to be able to
1:46:56say, "Yeah, that's me." in my messaging
1:46:58better?
1:47:01>> Honestly, the first thing I would say to
1:47:03you is go through and go through this
1:47:05process. So, use this use the skill that
1:47:08I put in here,
1:47:09um
1:47:10and use it as a creative brainstorming
1:47:13partner. So, that's what I do. So, I use
1:47:15it as like a I use I use I use Claude
1:47:19predominantly as a brainstorming partner
1:47:21for ideas, uh refining ideas, helping me
1:47:25like use more potent messaging. So, the
1:47:28one thing I say for you and your type of
1:47:30type of offer, sure, like for them it
1:47:32might not be make an extra $10,000 or or
1:47:35it might be it might not be a hard
1:47:36number.
1:47:37But, when it comes to when it comes to
1:47:40offers and how to use messaging for your
1:47:43your type of offer where um
1:47:46like you said it it may be
1:47:48it feels like it might be hard to
1:47:49define.
1:47:50My thing though is my thing is always
1:47:54it isn't hard to define something that's
1:47:56tangible and you can always describe a
1:47:59tangible dream outcome.
1:48:02You're always going to be able to to to
1:48:04describe what is that dream outcome that
1:48:06they are looking for.
1:48:08And
1:48:09uh
1:48:10this is where like it's it's this isn't
1:48:12my expertise, so I'm I'm a money guy,
1:48:14I'm the numbers guy.
1:48:16But, like
1:48:17it's going to be easy for you to to
1:48:18figure out, dude. Like it's what is
1:48:20going on in internally in their head
1:48:22that they're like do they feel like
1:48:24they're not prepared or showing up
1:48:25enough for their family? Like what's the
1:48:27what's the inside dialogue that's going
1:48:30on? What's the language are they using
1:48:31that in their head that's making them
1:48:33feel they feel like they just know
1:48:35they're not showing up as the father,
1:48:36the husband that they could they really
1:48:38could be.
1:48:39What is that What is that
1:48:40>> It's It's It's what How the heck did I
1:48:42get here?
1:48:43I'm making I'm successful on the
1:48:45outside. How the heck did I get here?
1:48:46How did my my marriage get so dry? How
1:48:49did my How did I gain 20 lbs? How did I
1:48:51become
1:48:52a fraction of who I've been and I have
1:48:54no idea how to how to change that.
1:48:56>> You let You just said it. Those are the
1:48:58words, dude. Like they're like I think
1:48:59you said it in the in the chat by the
1:49:01way that your content's been getting
1:49:03getting better at that. I think just
1:49:05like remember the the
1:49:09fundamentally like and this this is why
1:49:11this is a is going to be a really useful
1:49:13tool for you cuz sometimes we forget
1:49:15again like you're the guy that's you're
1:49:18got the guy that's on the other side of
1:49:20this stuff. You've solved your own
1:49:21stuff. Like you've been through this and
1:49:23the cool thing about that is that the
1:49:26when you don't have that pain, you kind
1:49:28of forget it. And so it's just a
1:49:29process. I use this process a lot to
1:49:31remind myself, okay, what was the
1:49:33language that I was that was in my head
1:49:352 years ago, 3 years ago, a year ago?
1:49:37What were the problems I was facing?
1:49:39What was that internal monologue that
1:49:41was going on? Um and then I think like I
1:49:44think you you know, dude, it's just it's
1:49:47you know the problems that these these
1:49:49people are facing. You just need to get
1:49:51a big long list of like all of the ways
1:49:53that these things are floating around in
1:49:54their head and just you need to just
1:49:56spam it out in your content, man.
1:49:58>> Yeah.
1:49:59>> It's like it's not Honestly, dude,
1:50:00people want the same thing, right?
1:50:02>> Yeah.
1:50:03>> They like they they want they want
1:50:05fulfillment, they want a happy family,
1:50:06they want to make more money, they want
1:50:07to look better naked, they want to have
1:50:09better relationships.
1:50:10And it's just ways of like
1:50:12>> guys
1:50:13A lot of guys that are so high high
1:50:14level that I know the cost of inaction
1:50:16cuz I've seen it and been there is like
1:50:20taking themselves out with a
1:50:21self-liquidating loan.
1:50:23>> That's how far it goes.
1:50:24>> Yeah, bro.
1:50:25>> My company was birthed out of my mentor
1:50:27taking his own life.
1:50:28So I know how far it can go. The
1:50:30divorce, the
1:50:31all the things. So that's the pain of
1:50:34pain of inaction.
1:50:35>> 100% man. And that's like that's that's
1:50:37sometimes you need to like you you know,
1:50:39I think it's it's
1:50:41calling that stuff out black and white
1:50:43and being like, look, the the worst case
1:50:46scenario here. And what it is is dude,
1:50:48cuz like I've I've done life coaching
1:50:50before. I personally don't have a
1:50:51problem problem with it by the way. I
1:50:53think like
1:50:54um I remember when I uh I
1:50:57when I quit being a dentist, um and keep
1:51:00in mind, I quit one of the one of the
1:51:01big reasons I quit being a dentist was
1:51:02cuz I found out that it had the highest
1:51:04suicide rate of all professions.
1:51:06And and I was like I then I worked for a
1:51:09couple of years and I saw the evidence
1:51:11of that. I saw it literally in my my my
1:51:14colleagues, my mentors. I was like, oh
1:51:16[ __ ] this really does
1:51:18this sucks.
1:51:19>> Yeah.
1:51:20>> Uh and so I saw that and one of the
1:51:22reasons I wanted to to move away from
1:51:23that was like I don't I don't want to be
1:51:25be in I don't want to have this like in
1:51:27my in my life.
1:51:28Um
1:51:30and I think like I always think that
1:51:32that like
1:51:34when it comes down down to it
1:51:38you know
1:51:40you know at the end of the day that this
1:51:41is this is the thing that's going on
1:51:43inside their mind and you just have to
1:51:45be the one that has to like verbalize
1:51:47it.
1:51:48You have to be the one that's bold
1:51:49enough to just be like you've got to say
1:51:51the stuff that's floating around in
1:51:52their mind that is sometimes painful to
1:51:55even verbalize.
1:51:57But that's the thing that stings. And so
1:52:00like when I
1:52:01I worked with a life coach when I did
1:52:03that dentistry transition.
1:52:05Um
1:52:08it was it was profound because it helped
1:52:11me through that through a process that I
1:52:12knew I needed to go through.
1:52:15Um I just couldn't articulate it. I
1:52:17didn't I but I I knew what I needed but
1:52:19I needed someone to I needed this coach
1:52:22to
1:52:24articulate the challenges I was having
1:52:26which was like
1:52:27I'm now in this position where I I've I
1:52:29put so much invested so much time and
1:52:31money and energy into this career and
1:52:33now I'm here like in my mid-20s
1:52:35what the hell do I do?
1:52:38Um
1:52:39and
1:52:40I knew that like
1:52:42the person who is on the other side the
1:52:44coach was the
1:52:47was what he was saying to me was that
1:52:50don't worry
1:52:52there is it's not you're not not going
1:52:54to be able to figure this out. You just
1:52:56need to go through a process now.
1:52:59And the content that he made that like
1:53:01got me to want to work with him
1:53:03it was all about teasing that
1:53:04understanding me There was like "Hey,
1:53:06you're not broken.
1:53:08It's not
1:53:09>> my language.
1:53:10>> You you just Yeah.
1:53:11>> Most men aren't broken, they're divided.
1:53:13Like, you were divided being a dentist
1:53:15but there was something bigger for you
1:53:16and you felt like you were stuck in
1:53:17that. And by the way, I just interviewed
1:53:19one of my my long-term clients in my
1:53:21last week.
1:53:22Big time dentist, very famous dentist
1:53:24inside of Texas and he said three of his
1:53:28classmates didn't make it out of dental
1:53:29school.
1:53:32Like
1:53:33you felt that.
1:53:34>> Bro, I I saw I remember. Mhm.
1:53:36Yeah, I remember [clears throat] when I
1:53:38um
1:53:39when I when I
1:53:43I remember so there was a a couple of
1:53:45guys in my school when I was a kid at
1:53:47high school and I remember their dad
1:53:49they were they were twin brothers in my
1:53:51year.
1:53:52And their dad was a dentist and he
1:53:54committed suicide.
1:53:55And I remember when I was younger I just
1:53:57you know, we were just like you just you
1:53:59just don't understand anything. You're
1:54:00just like, "Oh wow, that's so sad. His
1:54:01dad dad committed suicide." and
1:54:04I only it was I never thought about it
1:54:08until I graduated dental school and then
1:54:10I was working and I remember thinking I
1:54:11was like, "Holy [ __ ] my friends from
1:54:13years ago
1:54:14their dad like
1:54:16um
1:54:17yeah, ended up ended up killing
1:54:18himself." and I was like, "Wow."
1:54:20Um
1:54:22But yeah, bro, look, I've got to wrap
1:54:24this up now cuz I've got to head off.
1:54:25>> much. I appreciate that. Thank you.
1:54:27>> Guys, it's been an absolute blast. Uh
1:54:30The recording by the way is going to be
1:54:32with you guys tomorrow. It always takes
1:54:33us a takes us overnight just to process
1:54:35it and get all the files in place and
1:54:36make sure that they are all good.
1:54:39Um
1:54:40It's been a pleasure as always, guys. Um
1:54:43so I hope to see you on one soon.
1:54:47Hit me with the Hit me with the wings,
1:54:49guys.
1:54:50Come on.
1:54:51My man, Calvin. Love it, dude.
1:54:53>> [laughter]
1:54:55[gasps]
1:54:56>> Love Adam. Okay. Ciao, guys. Have a
1:54:57great one. Enjoy the football tonight.
1:55:00It's coming home, guys. It's coming
1:55:01home.

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