Why a Great Product Can Sell Itself — Transcript

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1. 0:00I can't go back in time, but if I could
2. 0:01go back in time to talk to my
3. 0:0320-year-old self and it wouldn't change
4. 0:04the outcome of my life now cuz I would
5. 0:06never roll that dice,
6. 0:07>> [music]
7. 0:07>> is I would say there's two things that
8. 0:08you don't understand that will massively
9. 0:09change your life. You don't understand
10. 0:11brand and you don't understand product.
11. 0:13Because I was obsessive in [music] my
12. 0:1520s on sales and marketing and what I
13. 0:18would consider fast money. I had fast
14. 0:20feedback loops. So, I would I'd get
15. 0:22better at sales and then I'd immediately
16. 0:23make more sales. I get better marketing,
17. 0:24immediately make more money. And so I
18. 0:25had this very fast feedback loop that
19. 0:27gave me the misinformation or the false
20. 0:29belief that this was the right path. But
21. 0:32I was actually just playing the wrong
22. 0:33game because it's kind of like in The
23. 0:35Matrix when Neo says to Morpheus, "So,
24. 0:38you're saying when I'm fast enough, I'll
25. 0:40be able to dodge bullets?" And he said,
26. 0:41"No. I'm saying when you're ready, you
27. 0:42won't have to." Me being obsessive about
28. 0:45sales and marketing was me trying to get
29. 0:47faster and faster in The Matrix and not
30. 0:50being the one and seeing the code for
31. 0:52what it is, which is that if you make a
32. 0:53product that's good enough, people will
33. 0:56do the marketing and sales for you. If
34. 0:58your brand is strong enough, people will
35. 1:00make the association that they want to
36. 1:02buy your stuff regardless of how good
37. 1:04your copy and your headline and your
38. 1:05landing pages and your conversion rate
39. 1:07optimization and your media buying are.
40. 1:09I kept getting really good at a game
41. 1:11that if I knew how to master the big
42. 1:13things that mattered would [music] make
43. 1:14those skills almost irrelevant. When 100
44. 1:16Million Dollar Offers came out book, I
45. 1:18didn't make it for anything. I made it
46. 1:19for me. And it was originally intended
47. 1:21to be an internal document and so I just
48. 1:22wanted to make it exceptional
49. 1:23>> [music]
50. 1:24>> and what happened once I released it is
51. 1:26what shocked me the most was that I
52. 1:28posted once and [music] I just said,
53. 1:29"Hey, I wrote this book. Hope you guys
54. 1:30like it." And then we sold out in
55. 1:32minutes and I was like, "That's weird."
56. 1:33The next [music] month more copies sold
57. 1:35and then the next month more copies sold
58. 1:36and then the next month more copies sold
59. 1:37and it's continued to sell more copies
60. 1:39month after month after month for two
61. 1:40years
62. 1:40>> [music]
63. 1:41>> and it's still number one in its
64. 1:42category on Amazon. And that was with
65. 1:44zero paid marketing, purely off of
66. 1:46people telling people [music] about the
67. 1:48book. And so when I saw how much
68. 1:50leverage that was, that that book sells
69. 1:52thousands [music]
70. 1:53a day, not dollars, thousands of copies
71. 1:55a day. I have never marketed anything
72. 1:58well enough to sell a a thousand
73. 2:00customers a day. [music] Now, mind you,
74. 2:02I've always had more expensive stuff
75. 2:03that I've sold, but like I'd never seen
76. 2:04that kind of transaction [music] volume.
77. 2:06And the only way to get that kind of
78. 2:07transaction volume is to have a huge
79. 2:08amount of leverage. The leverage that
80. 2:10product unlocked for me or that
81. 2:11understanding was that [music] if you
82. 2:13make it good enough, and I love this
83. 2:14saying which is there's too big to fail,
84. 2:16and I love the other one which is too
85. 2:17[music] good to fail. If you like this
86. 2:19video and you're a business owner who
87. 2:20wants to break through your current
88. 2:21revenue ceiling, I distilled every
89. 2:22lesson from scaling 10 businesses past
90. 2:2410 million and three businesses past 100
91. 2:26million into a completely free scaling
92. 2:28roadmap that I've used to go from zero
93. 2:29to one, zero to 10, and zero to 100
94. 2:31plus. And so you can click here and you
95. 2:33can check it out. Again, absolutely
96. 2:34free. And since you're a business owner,
97. 2:36I appreciate you and enjoy.