The One Sentence That Shrinks Any Message by 5X — Transcript

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1. 0:00The Apple Avenger. That is an
2. 0:02interesting handle.
3. 0:04Uh how do I get better at communicating
4. 0:05my thoughts? Okay, here we go.
5. 0:09Write down what you want to have happen
6. 0:11in the real world as a result of what
7. 0:13you are saying.
8. 0:14And then tell people that part and skip
9. 0:16the thing you were going to say
10. 0:17originally.
11. 0:18So oftentimes, you may have had this
12. 0:20happen.
13. 0:22You'll go on this long-winded rant and
14. 0:23then you say, all right, well, TLDR
15. 0:25this. Just count out all of that and
16. 0:28then just make it the TLDR. And if you
17. 0:29want to have very concise communication,
18. 0:31then the entirety of your communication
19. 0:33is TLDR TLDR TLDR TLDR TLDR. And then
20. 0:36what happens is you get a book that
21. 0:37looks like Leads or a book that looks
22. 0:38like Offers. Is that you take like that
23. 0:41those books were were four five times
24. 0:43the length and then got compressed down
25. 0:44to what are the only things that someone
26. 0:46can do as a result of reading this
27. 0:47sentence or this paragraph or this page.
28. 0:49Right? Or this video or this short. So
29. 0:51me, what I'm saying to you right now is
30. 0:53something you can literally do. You take
31. 0:54the words you said and then say, how
32. 0:56does this translate into what someone
33. 0:57can do with their hands or do with their
34. 0:59bodies in the physical world? And what's
35. 1:01beautiful about that is that there are
36. 1:03there's no room for miscommunication.
37. 1:05That is what's beautiful about it. When
38. 1:07you communicate that way, people are
39. 1:08like, man, he takes something that's
40. 1:09complex and makes it simple. I'm telling
41. 1:10you how like I'm telling you I'm giving
42. 1:12the keys to the castle. Like the way to
43. 1:13do it is you just tell people what you
44. 1:14want them to do.
45. 1:16And so this also because I have a
46. 1:17relatively um
47. 1:19uh
48. 1:20what do you call it? What's the hot
49. 1:21take? Uh
50. 1:23controversial view, right? Which is that
51. 1:25what is the point of communication?
52. 1:27Real talk, let's think about this. What
53. 1:28is the point of communication?
54. 1:33To change behavior.
55. 1:35That is why we communicate. I say hi
56. 1:38and I do that so that I can get you to
57. 1:40say hi back.
58. 1:41Right? I've been trained, I've been
59. 1:42reinforced to say hi, you say hi, I
60. 1:44change your behavior.
61. 1:46Right? I say thank you, you say you're
62. 1:47welcome, I change your behavior. Right?
63. 1:49That is the point of communication.
64. 1:52And so when
65. 1:54when people communicate, they're just
66. 1:56trying to change each other's behavior
67. 1:58back and forth.
68. 1:59Right? And is it And again, people see
69. 2:00this as a manipulative thing.
70. 2:03We We use the things we have to orient
71. 2:05the world around us.
72. 2:07This is not a bad thing.
73. 2:08My goal is that long-term, you guys
74. 2:10eventually are bigger businesses,
75. 2:12um and are like, "Hey, I want to use
76. 2:14Alex's products and services.
77. 2:16I want Alex's help to help me scale my
78. 2:18thing because I've gotten to a point
79. 2:19where I don't know how to get past
80. 2:20this." Or like, "It's not growing as
81. 2:21fast as I want. I'm worried about some
82. 2:22of the new ad stuff that's coming out. I
83. 2:23want to know what they're doing."
84. 2:25That's why I do this, right? It's like,
85. 2:26"I've used 20 other things that he did
86. 2:28and it worked. And so, I bet you if I
87. 2:29came out in person, we met with the
88. 2:30team, it probably would not suck."
89. 2:33That's what I want. That's my
90. 2:34transparent incentive. And so, my goal
91. 2:36here is to change communicate is
92. 2:37communicate in a way that changes your
93. 2:39behavior so that when you follow the
94. 2:40stuff, you get the good things you want,
95. 2:42and then you say, "Hey, I'll bet you if
96. 2:43I follow other stuff Alex suggests, more
97. 2:45good things will happen and it'll be
98. 2:46worth the price."
99. 2:48That is the idea. Like, I'm pulling no
100. 2:50punches. Like, some people just think
101. 2:51you need to be clever.
102. 2:52The more I've learned about marketing
103. 2:53and sales, you need to be clear.
104. 2:56People think like, like, no one is
105. 2:58paying attention. Everyone is in a rush.
106. 2:59Everyone's got four [ __ ] screens
107. 3:00open. They've got Slack notifications.
108. 3:02They've got texts coming in. Like, you
109. 3:04have no time to waste with your avatar,
110. 3:07with your prospects. So, you better be
111. 3:10[ __ ] clear.
112. 3:11Tell them what you want. Tell them what
113. 3:13you want them to do. Tell them what
114. 3:14they're going to get out of it. Tell
115. 3:15them why it's worth it.
116. 3:17That's it.
117. 3:19And then drill that into your head. And
118. 3:20then whenever you get into like big
119. 3:22jargon, then zoom back out and say,
120. 3:24"Hey, it's kind of like" and then give
121. 3:26an example.
122. 3:28I was feeling heated today. If you like
123. 3:30this video and you're business owner who
124. 3:31wants to break through your current
125. 3:32revenue ceiling, I distilled every
126. 3:33lesson from scaling 10 businesses past
127. 3:3510 million and three businesses past 100
128. 3:37million into a completely free scaling
129. 3:39roadmap that I've used to go from zero
130. 3:40to one, zero to 10, and zero to 100
131. 3:42plus. And so, you can click here and you
132. 3:44can check it out. Again, absolutely
133. 3:45free. And since you're business owner, I
134. 3:47appreciate you and enjoy.