Money & Influence: How To Make 6-Figures With An Audience (Q&A)

Oh, man, it's about to go down.

It is about to go down. Ladies and gentlemen, stand by. You know how it begins.

See you in a few. Get a beverage.

I train my you for no sooner.

I give him my freedom for your money.

Don't say I'm getting older.

Trading my dreams for no. 4 okay.

I'm getting cold.

Everybody I know we know, we know.

I don't want to go.

Everybody I know everybody I know.

How.

To sam.

Can you hear the drowning?

Been waiting on my life.

To live When I've only been dreaming get love when I've only been sk.

Keep passing me by.

Can you hear the drama.

Lost the crown and all those.

Can you hear the drum here.

You should.

I'm rising up up from the ground.

From the bottom can't hold me down, hold me down I'm rising up.

We got 10 seconds of the simultaneous sip.

Grab your cup, grab your mug, grab your chalice, your stein, your vessel of any kind.

And here we are, 1 percenters.

Time for the simultaneous sip. Some call it business, church.

Some people call it a cult. We just call it coffee with capitalists. Grab your cup, your mug, your chalice, your sign, your vessel of any kind. Time for the simultaneous sip. Ready? Are you ready?

Simultaneous sip on three. One, two, three, go.

Oh.

That is good. Simultaneous sipping. Ladies and germs.

It is good to see y' all on another beautiful Sunday morning. There's a lot of people in the world today demanding change. And we're the 1% who creates it. Cheers to all of you who create change.

It is. It is going to be a good day today. It's Q and A day. We're talking about audience building. We're talking about influence. We're talking about earning six figures by building email lists, all of which we've covered in our last two lives together. First of all, before we jump in, if you are watching live, please say hello in the comments. Hey, Myra. Hey, Tiffany. Hey, Josh. Valentin. See money is in the house from vacation. Greg Johnson. Hey, buddy. Hey, Andrew. Hey, Sumit. Good to see you. Susan Anderson is in the house. Amanda Alpine is in from Cleveland, Ohio. What's up? Mark Ogden. Hey, Dustin. Miles Adama. My favorite person is here. Adrian. Errol. Hey. Good to see you, man. Melody Lovejoy is back. Look at you getting all plugged in and involved. Hey, Andrew Cuvel. Hey, Nathan. Hey, ron taker. Hey, Oas. Hey, J.C. shotwell. Hey, Greg Johnson. Greg Johnson is. Make me laugh. What's up, Mara? Hey, Thomas Lancer. Hey, Joanne. Glad you made it. Hey, Jerry. Good to see you. Fred Burge is in the house. Well, aren't you a sore. A sight for sore eyes. All right, if I didn't say your name, it's because I don't have access to see your name here in Streamyard. You can fix that with click of a link. Hey, Ken Horan, Good to see you. Hey, Kaylee Howard, good to see you. All right, let's do this thing. So in the last couple weeks, we talked about building email lists, we talked about building audiences. Specifically, I want to recap a couple important points with you. Number one, it was starting all over, meaning starting a new brand or I was starting any new business and I didn't know what to do. I would build a giant email list in that space and I would speak only to the people who were my ideal customer, the person that I loved to work with. Ladies and gentlemen, to tune into this, there are seven and a half billion people in the world. You need like 0.0000001% of them to even know who you are for you to have a six or seven figure income. So go after the ideal people. Be so specific in that ideal person because you can speak exactly to them. I also, I want to address something that has come up a few times whenever we talk about audience, whenever we talk about influence, whenever we talk about communicating on the Internet. Because about.

60% of people somewhere along this journey bring up the question, what do I have to say that's interesting? What do I have to share that's interesting? Why should anyone listen to me? Why does my opinion matter? Does my opinion matter? And also, do I have to give my opinion on everything? And the answer to that is if you know who your ideal person is, then all you need to do is speak directly to them. And you don't have to be an influencer on a bunch of things right now. Again, the last 24 hours, I have seen so many posts from people that I know saying if you have any influence and you're not speaking up about what's in the news right now, then you're, you're doing a disservice to your audience. I disagree. I think that you can not give your opinion on things you don't want to give your opinion on. I think you can speak just to the people that you serve and not speak to the entire world. I think you can speak exactly to who it is that you are helping along their journey and not worry about everybody else. Because if you worry about everybody else, that's where you stay. Completely paralyzed. This is where most people trip up in all businesses, is that they're speaking to everyone. Rather than a very specific person, they're speaking to a very. Your business exists to help one specific person go from point A to point B. Rather than trying to convince the whole world to come your way or convince the whole world to align with your opinions. You change lives, you change minds, you change people, you change things that you want to change one person at a time. The more specific that you can be to the person that you want to serve, the more successful you will be in your mission as a company and in your influence as a person. Now, some people are good at speaking to wide groups of audiences, but almost no one starts out that way. Almost no one starts becoming an influencer or building an email list by speaking to large groups of people. They become good at it, and they start to influence and create change by speaking to a very small group of people who already align with their beliefs and already align with their opinions, who already align with the journey that they are on. I should have not said opinions and beliefs. I should just say the journey that you're on. I was speaking with a member of the tribe this week, and this was a person who has a Facebook group, and they have a small email list in the anxiety and depression space. And this person is now trying to build a physical products brand in that space. And he was struggling with, what do I give away as the lead magnet for to help this group? And I simply said, and this came up a lot over the last two weeks. What is it that I do as a lead magnet in order to get my audience to rally behind me? And so I asked the question to this person. I said, do you have a page where all you've got is a video of you saying how I overcame my anxiety? And he said, no, what are you doing instead? Three things that you can do to get rid of your anxiety.

How to exercise to get rid of anxiety. It's like, okay, I want you to put up a video. It's just how I overcame my anxiety. And tell your story. Because people want to vibe. People want to connect with those who are on the same journey as them. And that's all that you have to do in order to start this as your journey and start to influence when you can go on your journey, stop for half a second, turn around and say, you want to. You want to know what I know or you want to know what I've overcome? Or it's, hey, you're struggling with that. I did that too. Let me help you overcome that. Or it's as simple as, hey, I'm going that way, too. You want to run? Want to go for a run? I used to have a friend in college who loved to go who would run, like half marathons, and he said that he would run faster in one of his half marathons if all he would do is run up next to somebody and just keep pace with them. And then all of a sudden, they were like, the whole race, they were just like running together. They didn't say anything. They were just running together. And then he'd be running and they'd come across like a group and they'd look at each other, first words exchange. They go, let's go around. Go around. And then they're back to running.

And then somebody else would keep up the pace with them and they would all start running together. That is how influence begins.

Contrast that with the people who are trying to be influencers, like the people who are on the corner of my grocery store h e b by my house down the street last night holding signs that Jesus saves. You're all going to hell. That is, let me teach you. Let me show you the way. I've got the answers. And everybody goes, you please just go away. I wanted to roll down my window, be like, hey, guys, this isn't. This isn't effective. This isn't. This is not. Let me work on your. Let me help you with your copy on your signs. So it doesn't work for you to tell other people they're wrong and that you're right. Influence works really well. When you are saying, I'm going in this direction, you want to come. I heard you want to come, too. You want to come. This is. That is how it begins. And if the more specific you can be to the ideal person that you serve on that journey with your products and your services, the more. The higher the price that you can command. I hope she doesn't mind me sharing this. There was another tribe member this week who was struggling with pricing. Like, if I price it where I want to price it, then I'm going to be the highest, the most expensive in the market. And we talked about. When you think about that, when you think about, well, I'm going to be the highest priced in the market, you're thinking about yourself rather than the other person. You're thinking. You're not thinking about the customer anymore. But the minute you drop into that other person and you know, and you can say, I've got exactly what you are looking for. Then you can charge, you can charge whatever you want. You have price inelasticity. You can go high, you can go low because you've got the person, got the connection with the person. I showed the graph. I want to let us recap some strategy here in our first. In our first conversation of the month, when we talked about making six figures by building email lists, we talked about how the primary intent of of building a responsive, profitable audience is that email list that is following a journey or that has resonated with something that you have given them on their journey. And the way that you build that is with content and ads, preferably ads, but you nurture them with content. Most people think that content is the way to build an audience, and it can be. But most of you found me from one piece of content or one ad. And that's how it is with most people. The organic way of growing an audience is really a nurture strategy. It is not a growth strategy. So when most people are making a lot of content hoping to build an audience, it doesn't really work that way, at least not in most cases. There are people who have done that, but they're outliers. That is not how most people are profitably building audiences. The way you profitably build an audience is with acquisition that you can pay for.

Even if it is taking your best piece of content. This is like, here's the simple man's way to do it. Take a good piece of content or your best piece of content, and you advertise just that with a call to action to your email address, that's it, to your lead magnet and the rest of that person's interactions with you. Are you emailing them, sending them to the other content that you do, Your podcast, your YouTube videos, your Instagram posts, just your thoughts, your blog posts. So again, most people are trying to make a bunch of content, which is just traffic. That's all it is. But they're not bringing people into the conversion source. And if you want to make money doing this, you need to have the conversion source. Conversion source comes from a direct response. It comes from email, comes from manychat. It comes from having their physical mailing that you can send them direct mail pieces. It means having their phone number, it means having the direct ability to contact them. Social media content, even podcasts, are not that. They are all engagers. Those are ways that you engage with the audience and then you use the email address to send people out. You know who does this? Well, is Tim Ferriss. Tim Ferriss does This. Well, if you look at Tim's business model, Tim's business model is mostly an ad driven model. But the way that he has built a lot of influence is he has his podcast. He talks about five Bullet Friday. If you go over to his website, you'll see pop ups for five Bullet Friday. If you get a retargeting ad from him, it's for five Bullet Friday. And those are all building his email list. He builds his email list and every week he sends out two emails. He sends out an email for the podcast of the week and he sends out an email for other pieces of content that are sharing with his audience and also his ads in it. And his ad rates are like, it's like $50,000 to be featured in that email. It's good. That's pretty good. It's pretty good. And it's $40,000 to sponsor an episode, an episode of the Tim Ferriss podcast. So put that together. He sends an email a week for 50 grand. He does two podcasts a week for 40 grand. He puts three advertising spots. Maybe let's just say it's two advertising spots in every episode. That's 80 grand per episode times two. 160 is $200,000 a week making two podcasts and writing two emails.

Right?

Not bad to make 10 million bucks a year doing just that. That's why Joe Rogan was paid $100 million by Spotify. These are traffic sources. So.

Greg says, I guess I need to adjust my ad pricing. So when you've got the traffic, that's a really good start. But you're not really influential until you have the email address or the other way to correspond with them directly. All right, so one of the things we're doing this week, I'll copy my book sitting around. Who is a copy of 12 months to 1 million sitting around. Does anybody keep it at their by their desk at night like a bible?

If so, high five. This one of the ways that we are building capitalism.com as an audience is the book gives me a reason to go in front of a bunch of different audiences. It goes in front, lets me do podcast interviews, YouTube interviews. It allows me, gives me some credibility to comment on Forbes articles, which, which I've done a few times. It also gives me a front end give for me to build new audience members. So some of you might see that I now have a book funnel that I am starting to run where it's a plus shipping model. The plus shipping model sends them through an upsell sequence so that we can pay for our traffic and then we're doing follow up emails to them to get them into the 1%. So in fact that's how some of you who are on your first call found this call today. So we have a way to get the direct contact that we are paying for, we're paying for with ads and fulfillment costs and then over the next months and years will nurture them with podcasts, with YouTube videos, with them watching the streamed content here on YouTube and what will happen, they'll probably come to an event, they'll probably get plugged into our ecosystem, especially if all of you have anything to do with it. Greg Johnson's on a recruitment tour, thank you very much. So that is how I am applying. Exactly what I've been teaching you over the last three weeks.

Alright, so the comment thread is lit in the Facebook group. Thank you for that. But I can't go back and keep up with y'. All. I'm not gonna do that. So I'm just gonna turn it over to you and we're gonna go live. If you've never done this before, here's how this works.

The way we do this is we treat this just like a community. So if you want to offer your services, if you have a question, if you just want to introduce yourself to the rest of the capitalism.com community, if you just want to say hey or thank you, if you want to just say hey, I liked this part of the book and I've got this question. If you want help from the community or if you have a give for the community. And a give can be hey, I just lost my first product. If anybody wants one, here's the link, that's fine. We love supporting each other's businesses here inside of the 1%. So if you've got a give or question or you just want to introduce yourself to the community, use the hashtag golive. And my right hand man, C Money will zip you a link on Facebook. It will invite you into the room and I will bring you live here on here on the chat. Josh Valentin is trigger happy today. He is ready to go. So as soon as we get a few people lined up then we'll turn it over to Q and A. Maria, I do see your questions coming in. I would love it if you would just come into the room and.

Us talk about it. I'd love to see you by the way, while I'm seeing all you. Oh my goodness, I love it. Okay, so while I'm waiting for a few, we're gonna Have a full room today. Ladies and germs, while I'm waiting for a few of you to spill in, I here's my ask. We're sitting right now on Amazon at 33 reviews for 12 months to 1 million. I want to cross 50 today. If you have a copy of 12 months to 1 million and you bought it on Amazon, please go leave a review on Amazon. In fact, do it right now. Hit command T or control T. If you're on one of those PC things.

Type in A M A Z O-N dot com, open up the tab, go to your past orders just so you've got it ready. If you want to do it while on the call. Great. I will say, in fact, if you leave a review on this call, please say so in the comments because I would love to say thank you while we are here all together. So please do me a favor, go to Amazon, open up the tab, go into your past orders and keep it there. And you can review it after this call. Or if you do it on this call, I would really like to say thank you for leaving a review while we're on this call. All right, Josh, we always start with you, so I'm going to skip you for a moment. Jason Franciosa, give me a thumbs up if you are ready to go, my friend.

Your thumb was hidden just a little, but I'm gonna do it. Here we go. There we go.

Not much. How you doing?

I'm. I'm buzzing on coffee. I'm doing great.

Yeah, I've finished two cups already.

Cool.

I just wanted to hop in. I'm gonna do a promotion slash shout out for the tribe since you were mentioning a little bit earlier there, man.

We'Ve been doing really cool. It's been really fun. We. Someone cried yesterday, but it was happening every week.

It is kind of amazing how fast that group gels and is seeing amazing progress. Yeah, go ahead. What's your experience been since you kind of came along as my right hand person inside there?

I mean, well, I've personally learned a lot, but what's really cool is seeing how much it's helped the people in the tribe progress really quickly too.

I'll name drop. It's like I'm Preet this week just on fire. I mean, it's amazing how quickly he's gone from like just starting out a couple of weeks ago to now literally ready to launch one product, ready to launch a second as well. Almost like, okay, calm down a little bit.

I love bragging on Om Preet because I don't think he would mind me saying om. Preet is. He's. I'll just say I'll be a little bit general just because I haven't asked permission to share his story. But on Preet is works full time and he works really hard. He works so hard. Most of the time he calls into our coaching calls from work, and Preet is serving his group of basically his peers and co workers. That's his avatar. But on Preet doesn't look like most of the people that he works with, which gives him both something personally to overcome because he has some resistance to that, but also gives him such an amazing opportunity to make changes in that industry. And like, I'm so pumped for this guy. He works so hard. And one time we did a kind of a gratitude share and he was like, I'm just thankful to be able to work hard. God, I love this guy.

Yeah, he has a difference. And because of that, it really helps him stand out and I think it's going to allow him to create a lot more change in his industry and really help a lot of people who are like him who kind of feel like they don't fit in.

That's right.

So it's really cool.

So for those who don't know how you got involved@capitalism.com, would you share a 60 seconds how we got here?

Ryan had a great ad.

No.

So a long time ago, I was trying out entrepreneurship thing by accident. Actually never wanted to be an entrepreneur.

And it didn't really work out. Saw an ad for Ryan's system and it just made it seem really simple. And I was like, okay, I can do this. Joined the brand Builder Bootcamp at the time was your introduction program, went through that applied the strategies that you had mentioned at the time, focus on building a brand. Joined the original tribe, which back then was a little different than it is now, and built a brand. And then we became friends through me.

Being Jason got really involved in calls and communities like this. That's how we got to know each other and we reached out and a lot like I have with many of you at this point.

Yeah.

So then I started coming to some of the backroom events. We had some conversations and said, hey, let's get the trap going again. Here we are.

Yeah. Adama posted that she was just reading about you in the book last night, which is really cool. Have anybody reach out to you since the book got published?

Like I read you in the book.

Yeah.

No.

Unless there's some friend requests still waiting because I'm not the best.

I think they will. I mean, you're not, you're not in the first like three chapters. So.

Adam is saying she read you in the book last night.

I would expect something like that.

Cool. Yeah, no, it's kind of cool. I got like two or three copies sitting over there. I hand them out to people and I see that they'd want to become an entrepreneur.

I appreciate it.

At the same time, I don't just hand it out to everybody because I think if they don't have the initial drive, then it's not going to do much for them.

Yeah. So, Jason, I were just talking about.

We'Re starting to schedule out more of the content inside the tribe. Jason is kind of in charge of our content calendar inside the tribe and is kind of head coach inside the tribe as well, which frees me up to do what I do best. So, Jason, anything else you want to say about the tribe or who should reach out to us?

Yeah. So who should reach out to us? Anybody who is probably has a business up and running and wants to really get to the seven figure mark or add another seven figures to your business or even if you have eight figure aspirations, it's really not that different of a process.

When we're looking at the things that we're focusing on. So if you want to just get to seven figures, yeah, you could take some course and play the Amazon game and hopefully, you know, give away your way to seven figures. But you can get to seven figures a lot easier and a lot more effectively with the strategy that we teach. And then also that's not going to give eight figures. But the stuff that we're talking about, well, building a brand, connecting with your audience, focusing on the person as opposed to the product. What surprised me with the group was there's very little. We have a course, we have a lot of teaching, but really what it comes down to is getting the entrepreneur to get themselves out of the way to kind of get through their own clout and then really understand what they need to do and take that action and then they see the results. So that was the biggest thing for me after we've been doing quite a few calls now, is really seeing.

How impactful it's been for the people in the tribe. Like you said, like almost every week someone's crying and it's because unintentionally we get down to those extra, those layers beneath the outer surface to find out what's really going on, what's really holding them back.

It's my favorite thing to do is when we start to crack that onion.

Oasis. Can you explain what the tribe is? The tribe is our mentoring group for people who are building seven figure businesses. So it's much more specific into those who are on the path to seven figures and as a community we help them get there a lot faster. So it's our mentoring group for people who are building seven figure businesses, people who are committed. Cool. Thank you, my friend. Thank you.

You too.

Greg Johnson. You're the only one who understands me. Your comments are cracking me up today.

Let's see. I'm just itching to talk to Errol, but I'm going to save that for just a minute and I'm going to bring out Maria now. Maria, just so you know, I'm going to put a word limit on you today.

I'm going to put a time limit on us getting to the question. Just so you know, I'm going to put it at nine minutes because I could probably talk to you all day. Here we go. Maria, you have a friend with you today.

That's fair. Yes. This is Gustav. He has been a 1 percenter.

Hello. Great to meet you. Thank you.

Okay, that's fair. So I'm ready for the question today.

Thank you so much. Awesome, awesome.

So it's, it's two questions. The first one is for Dummies. Like if, if you would have. If. If you are going to start today. Sorry, if you're going to start today at digital business like you have had. We have had a school but it was like live workshops. So and, and it's closed five years ago because we were semi retired. So if you would were to start a school digital today for Dummies, like what to do on the Internet, like videos and up seen on a website. Like specific things that we should do because we really don't. Are not sure.

You're not sure what platform.

Right.

The first question is that. And should I give you the second one right away?

So let's answer this. First of all, I don't know why I didn't realize this the last time we chatted, but now meeting your. Is it your husband who's with you?

Yes.

Okay, so I recognize you and I'm sitting here.

Why do I.

And I'm like, oh, we've met in person at he who will not be names house.

Exactly.

I didn't want to say yeah.

I was like, I know you. And then I'm like, oh wait, wait. Then just seeing the two of you together, I just realized for the first time that We've, we've met in person before. You realize also why we have to.

Starting a new business.

We have to start a new business again.

Yeah.

So that means, that means a lot because we only. We only met briefly. So thank you for following my work. That was right after Esther was born, so that was almost five years.

Exactly.

Yeah. Great to see you guys. Okay, so I mean, what I was really hearing you ask was what platform should we focus on?

That was what I was hearing, like, should we make videos or should we start a podcast or should we start a blog or should we do influencer marketing or should we hold live streams where we drink coffee? Like, what's the way to build that audience? And so for, for the two of you, my hunches that both of you are good on camera. Like we've met. Seeing, seeing the two of you together. The fact that you've been on here twice in the past few weeks, you have a good vibe between the two of you, I would suspect that you're good on video. The important thing though is do you have a way for when someone finds your videos to get their email address and to make them a raving fan and customer? That's the first question. The first question is not YouTube vs podcast vs Instagram vs Pinterest vs that is not the first question. The first question is, do I have a way to collect their email address and to serve them long term? That is question number one. And so assuming that question number one is yes, we'll collect their email address in exchange for a video about us and our journey as a business team and this opportunity that we have decided to do together. If that's all you need to do to answer question number one, then from there I would suggest that the two of you do videos on YouTube. I think that is if you're comfortable doing video. It is the most long term platform of anything else. Is the YouTube algorithm is just very rewarding long term. And that's what I would suggest for the two of you specifically.

Okay, thank you so much. So the second question is aligned with this answer and it's the video about our journey, like how we made it to be financially free or financially independent or whatever.

How to make it look like. How to. To make it empathetic and not like hook like someone. The two examples you gave, like the ones from the church and the. And the other one, like, hey, come join, join me. Join us in our journey.

Yeah.

How to make it look empathetic and not like, oh, I am so successful and another person like looking at us like, I don't care if you're successful.

Yeah, yeah, yeah.

Wonderful question. And I want everybody to tune into this because this is such a good question. And my answer to you is so counterintuitive to what most people will teach on this. Here's the answer. The way that you position yourself as an authority while still being empathetic to the person who is starting is to make that video as general as possible. And what I mean by that is you say this, you introduce yourself, you say, and we've been married for, we've been married for nine years. And since we've been married for nine years, we have, we have two kids together. And when we started out on this journey together, I was working in finance and she was working in.

And when we went on this journey together, we're like, we would really like more time with our kids. And so we started looking at every business model you could think of. And I'm sure you have too. You've looked at blogs and you've looked at multi level marketing, you've looked at this and this and this. And so for the rest of this video, we're just going to share how we concluded that X was the best business for us to go into. And now you don't have to talk about the business at all. You can say like, we, we concluded that selling this was the best business for us. And we did that because we wanted time, freedom, we wanted to take vacations, we wanted this. We wanted this. And so you're telling your story without pitching the opportunity. Now what will happen is somebody will watch that video and say, well, I want that thing and I want that thing and I want that thing. So they have no, this is so important. They have no reason to say no when all you're saying is the things that you want that are also what they want. Now they can say no to the opportunity, but they can't say no to you at this point. And so now they're following you and your journey and the documentation of that journey. So they vibed with you, they feel heard by you, they feel like they understand you. They're getting a peek into your life without them saying no to the opportunity. You never sold them the opportunity. You only sold them on why you decided that this opportunity was right for the two of you. And that's your only job so many people focus on. Like I would say, if I was selling my book, I would tell you why my book was great and why you're going to learn so much. Well, I've never connected with you on what you want. So how can I sell that book effectively? I have to back up and say, when I was a kid, all I wanted to be was an entrepreneur. And now everybody who says yes to that vibes with me. And I wasn't the kid who, like, I had, you know, grew up on government programs and had a single mom and was like the outcast in school and felt like a nerd. And now everybody who can relate that story is like, me too. And now I could tell them, buy my shoe, and they would buy it, right? Because we have vibed and connected up to that point. And so even if they don't buy my book, they've connected with me and my message, and I'm out. We're all really out to serve the younger version of ourselves. And so that's kind of what I'm doing. I tell my story and how I felt, and then everybody who comes in behind me is connected to me, even if they don't buy my book or my. Or whatever I've got. All right, I just said I spoke way too many words there. I think I passed my own limit. So.

It was your turn. Does that answer your question?

Yes. Thank you so much.

You bet. Great to see you guys. I'm so glad that I recognized you this week. Thanks for hanging out with me.

Thank you. Bye.

And wait, you have a. I met your sister too, right? Yes, yes. Say hello to her as well, please.

She's with our little kid right now.

She's taking care of our son right now.

Oh, beautiful, beautiful. We'll give. Give her. Give her a high five for me, okay?

Yes, thank you. I will.

All right, take care, guys.

Bye. Take care.

That's just lovely. All right. Hey, by the way, if you want to come on live, use the hashtag go live and see. Money will shoot you a link so you can hang out with us here, here, alive. First of all, I need to say thank you to Dustin Miles, who just left a review of 12 months to 1 million on Amazon. Thank you, Dustin. I really appreciate it. Thanks for loving the book and thanks for taking the time to leave a review. It really, really does mean a lot to me. All right, Thomas, I'm gonna go over to you. Give me a thumbs up if you are ready. All right, Here we go, my friend. Hello, Thomas.

Hey, Ryan.

It's great to see you. Great to meet you.

What's going on, man? So I just got the book recently.

Thank you very much.

This is the first brand I'm building. I'M a recovering Amazon seller. And when I first heard you talk about, I cringe when I hear people say they have Amazon business. I was like, oh, man, that hit me pretty hard. But I love the strategy. And so right now I'm deciding on my whole.

And.

I'm into, like, holistic eating and holistic health and high performance. And so I want to serve someone like that in that space. But I don't know how specific I should go. And I feel like there's a lot of companies already serving people in that space. And so when I was reading, like in the book, you started Sheer Strength, and you started like a. You start with the natural pre workout.

Yeah.

And it seems like there's probably a lot of companies out there doing something like that already. So how did you, like, how did you decide on that and like, your person? Like, your specific person?

Yeah. I mean, so when you are, first of all, do you have your. Do you have your product selected or are you still in that process?

I think I know what my product will be, but I'm not like 100% on.

Okay, so you're early in the process deciding on step one, which is choose this day who you will serve. So the answer to this question is to do this really well, you have to forget about all the other businesses and companies that are doing it. So all business exists to do is serve a group of people on their journey and help them take one step to the next step. That's all this is. And so if you worry about how other businesses are doing it, then now you're going to have an identity crisis. But it's way easy and way fun for you to say, my person is this. I help them with this and I'm helping them get here. It's easy. It'll come to you right away. It feels fun. It feels natural. And then you go, but that company doesn't. That company doesn't. That company doesn't. You have to forget them in order to get the momentum of that excitement you feel at the who you want to serve and how you want to help them. And if you pay attention to your own kind of emotional response to it, your first reaction, be like, I want to serve this and it'll be exciting. And you go into, like, step two. You're like, I could sell them this. That would be really exciting. And then you go, but. And all of a sudden, all your energy is gone. And now you're in lack of clarity. You're in confusion. You're in, am I good enough to do this where three thoughts ago you were like, I could serve this person in this way and get them here.

You're laughing.

So I'm guessing that I'm close.

That exact thought pattern has been going over the past couple of days.

Yeah. Okay, awesome. So you have to forget about the but and forget about the comparison to other companies in order to give you the mental freedom to just make decisions that are going to lead you down this road. And remember that there are still 25 people a day who are not being served by those other companies, even if. Even if they're selling the exact same thing. So if you were on earlier when Jason was live, we were talking about a member of the tribe. His name is Om Preet. And Om Preet is selling. His first product is a product that you might look at and say, well, there's 10 other companies who are selling exactly this. But what on Preet is doing differently is he's targeting a very specific group of people. And it's that group of people that is in the same line of work as him. And even though he doesn't look like everyone else who works with him, those people are not using that product. They're not being served in the way that would benefit them from using this product. And so the result is he has a very unique place in the market where he can make it cool for that group of people to start using this product, even though it's the same thing that a lot of other people would consume. It's for them, it's for his people, it's for that market that has never had the permission to use that product before because it wasn't for them. Does that make sense so far?

Yeah.

So the more that you're specific about.

The transformation that you want someone to have and the person you want to serve, you don't need to worry about all those other people because they can't compete with your specificity.

If you have read the book, you know that big brands can't innovate as quickly as you can. And so all you need to do is get 25 of those people on that journey, which is easy in the holistic eating space. Easy as long as you don't stay paralyzed by comparing yourself to everybody else.

Okay, that makes sense.

And.

So right now I have this general avatar in my head of like holistic, high performing athlete. They work out a lot. They also are into their work. Whole foods, kind of like paleo eating.

Do you think I should go more specific than that? Because in the book, your first company or Zen Active yoga. You just said you're targeting like millennials who do yoga, which it seems like a very broad group, but you are obviously successful in doing that. So is that niche down enough already? What I was talking about.

The real question is, is it specific enough for you to give yourself permission to take the next step? That's really the only thing that we need to ask. And if it does, if you can look at the. The person who is an athlete, who is into holistic eating and is optimizing their body. When you think of that person, can you think of three to five products that would serve that person on their journey? Definitely. Okay, so spitball them at me. What are they?

Organ powder, collagen, bone broth, protein, whole foods bar, nut butter.

Okay, awesome. So you just did two things there. Number one, you answered the first question, which is, do you have enough specificity to know how to serve them? And the answer was yes. So we've already solved the first problem, which is who's your person? You blasted right through it. You know exactly what they want. Right. And you just listed off six products and eight seconds. And you could probably keep going.

If I let you.

Awesome. So we know that that answers the first question. Yes, you've got enough specificity. But the other thing that you said there was, you actually clarified who the person is because who you're serving is not vegan.

So we know that. We know that this person is probably paleo minded. We know that this person. The first thing that you said was an organ meat product, which is fascinating because only a few people of that sub market know they should be eating organ meats. So you just got really specific. You just didn't know that you were that specific because you think everybody knows this stuff, just like I think everybody knows the stuff I talk about.

You actually just got very clear in who your person is and how you can serve them on their journey. So you clarified it and you spat out six products that that person would buy. You know you're serving the. The Primal Eater because the paleo old way of eating is the healthiest way for athletes to perform and be healthy on their journey. That's essentially what you've said in the last few minutes. Is that, is that a fair summary? Definitely. Great. So I think we just, I think we just clarified your product line, your person and your branding moving forward. That's great.

One final question where we hop off.

Now taking the next steps of audience building. Should I create my.

Well, actually, I think I have to.

Answer my own question.

I was going to say, should I create my league magnet before I have my first product? But now I know my first. First product is going to be really.

So. Yeah. All right. Thank you, Ryan. Yeah.

I love it when you solve one problem and you're like, all my other questions are no room. I was in this room, actually, when Amber Success, who might be watching, was at one of our workshops, and she said, she's like, ryan, I just want a couple minutes with you. Because I came in with, like 19 questions. And she opens up her notebook and she's sitting right here at this table and. And she looks at him, she goes.

Well, none of these matter anymore.

Yeah, I had like five or six typed up in here, and now, like, I know what to do now.

That's awesome.

That's great.

Thank you.

Good work, my friend. It's great to meet you. Take care. You too.

So much fun. So much fun. I think we all need to take a simultaneous sip for the brain gasms that Tom just had. So raise your cup, your mug, your glass, your chalice, your stein, your tankard, your flask. Now let's simultaneous sip to Thomas's clarity. Go.

Good work, Thomas. All right, Errol, I'm saving. I'm saving you for last. I just. I feel like we're gonna have a lot of fun. Josh, Valentin, first of all, Errol, are you under any time constraints? Give me a thumbs up if you're good here for a while. All right, cool. Josh Valentin, are you ready, my friend? All right, let's do it. Hello, Josh.

Yo, what's going on, Ryan?

All kinds of good stuff. What's going on with you?

Nothing much. I wanted to bring this up, so this has been freaking amazing. And what I wanted to do was on the podcast or on the. On the live stream, submit my favorite review I've ever given on a book and say, oh, my gosh, this book has been life changing. Literally all I wanted to come on and say is, like, first of all, steal it as a testimonial. This book, like, literally the first three chapters, has, like, done some of the funniest and most fun stories I've ever had. I was reading it with my 12 year old brother and I made him read one of the chapters out loud. And in the middle of the book, first of all, he was like, whenever you. Whenever it was the. The line where he's like, it was. He was reading, he's like, so blanking great, Josh. He just said the F word, which was the best thing in the world. And then the next best thing that happened was when he was talking about how our X bar was acquired by Kellogg's. He was like, so if I focus on caring about a small group of people, I can make a really big change because I care about the people that matter to me. And I was like, this book works so freaking good. 12 years old, and at the end of it, he was like, josh, I think I want to be an entrepreneur.

Which was so much fun. So I'm buying him a copy of the book. I already bought my other brother a copy of the book. And this is my favorite part. I was out just literally at a park, and I was reading the book, just trying to get out of, like, my workspace, and I had it open like this, and some. This super pretty young lady comes up and says, is that. Yeah, yeah, yeah.

It's like, what does that book title say?

It's like 12 months to 1 million. He's like, is that like. Is that, like, rich dad, poor dad? And I was like, yeah, it's actually just like that book. It's like the next step. And we started talking about, like, assets and concepts and, like, creativity and how to care about people. And I'm going on a date with her later this evening because of your freaking book.

This.

I'm like, yo. But aside from, like, some of the funnier parts of what this book has done, it is literally reminded me how, like, early on in my journey I am and how much I need to really, like, recognize that I have to learn and grow and take the first steps. And I'm so pumped that Errol is on next because he's been doing coaching calls with me, like, every other week, and he is. Dude, you're going to love your conversation with Errol. Probably the smartest dude I've ever talked to, and he's just been, like, smacking me. I was like, I know what I'm doing. And he's like, do you really know what you're doing? Like, let's get down and figure out who the people are that you want to serve and, like, really helping me get down in the nitty gritty. So I just wanted to come on and say this book has been, like, the biggest transformation this year and honestly, like, ever for me, realizing, like, I actually need to care about the people that I'm creating the change for. And I've never seen, like, so much minor and major life transformation. So thank you.

My work here is done. I have nothing to add. That's amazing.

For real.

It's hard to render me speechless, but I Mean, when you give me a case study that starts with I converted my 12 year old brother to be an entrepreneur and ends with I met a cute girl that I'm going on a date with tonight. I mean, what, what can I say to top that? Thank you so much. Congratulations.

Thank you. Thank you so much. Dude. I'm excited, dude. I'm wearing my tribe shirt because I'm on my way to building a brand to join the tribe. But it's been, it's been fun, man.

That's great. Congratulations, man. And, and is it giving you clarity on your brand and your next step, steps and where going?

Yeah, it really has been. I know you've seen like me fumble around on the last couple of times I've jumped on, but it's really made me ask the question of like, who do. Who is exciting for me to serve and like who do I actually have the resources to serve? And like everybody in the community has been a huge help, like shoving me and pushing me in the right direction. I feel like I've never had so much like okayness with not serving the right people, but serving the people. I'm like excited to serve.

Yes. That's. I'm so glad you said that. Yeah, that's huge. That is fantastic. Great work. Yeah. Well, thank you. It's great to see you. I really appreciate this. This is the highlight of my day. Thank you, Josh.

Thank you, man. All right, I'm excited for arrows. You have a good one, man.

All right, see you, buddy.

That was good.

Just, I just need a moment. I need a cigarette.

There we go. Mental cigarette. Done. All right, Errol, are you ready for this? Give me a thumbs up. Let's do it. What's up, dude? Great.

Hey, man, how's it going?

You have a jawline that could sink the Titanic, do you know that?

That is amazing. I really appreciate that compliment.

So.

I've been talked up way too much, guys. I'm not anything special. I pretty. I'm actually five foot four. So, you know, like small, small package here. Nothing, nothing special. So I like need to, I need to get your expectations so much lower than they are right now so that I can at least like get words out of my mouth.

Josh is like one of the best hype man. Like, oh my gosh, he like fills me with excitement. Like the reason why I like getting on calls with him is because I think I get more out of it.

Than he does, so. Well, we're calling BS on you in the comments because you've built a seven figure business correct. At least one that has paced seven figures. Right.

Which puts you in the top 1% of the world. Great work. You did this despite your own doubts. Is that correct? Yes. Yes. And you're helping others.

For less than two years. Correct.

We did it in three.

Three.

Yeah.

So you've been an entrepreneur for how long?

So first business was back in 2000.

Like 13, I think.

Okay.

So been at this for seven, eight years.

Okay. And when did you start this path, this business that is your main. Yeah, three years ago. Three years ago.

Partner Bonita.

Three years ago. Great. So you became a real entrepreneur three years ago, lost seven figures. You're mentoring other people along the way, and now you're in the 1% of people who are creating change for other entrepreneurs in the world. So I called yes on you.

Yes, sir.

Help. Down. You don't have to tell it. You don't have to believe it. We all believe it for you that you're a rock star. I super appreciate that.

So the reason I want to come on here is because I do really enjoy talking to people. So I actually wanted to give a. Give I wanted to throw out there that I know that there is, like, hundreds of people who are in the 1% group who are either at the beginning stages or, you know, are stuck somewhere along that early path. And one of the things I've noticed is that it's not hard to get people unstuck. Like, literally, if you're just brave enough to talk out your problems and like, kind of sound a little bit like you're a mess at first, you know, you're going to get there and you're going to get an unblocking.

So I want to put that out there that I'm available just to, like, message, you know.

Amazing.

I like hearing what people are going through. It makes sense of, like, what I've been through, and it gives me so much energy to bring into me and Bonita's business, who. Benita is actually in there now.

So that's pretty cool. I love it. So what you're saying is you're offering to be a resource for anyone in the group who is in the beginning stages because you believe that you enjoy and you've had experience helping people get unlocked and unstuck and moving forward. Is that right? Yep. Absolutely.

Love it.

How would people take you up on this? Give.

Just shoot me a message, guys. DM me. And, you know, the first question I ask is always, you know, where are you stuck? And if you're. If you just, like, go through the mental process of just putting that down, like, however, you know, you feel like you need to get through it, you know, put that out there in the DM and we'll talk.

Great. So, I mean, you can very easily find Errol. Am I saying your name right? Is it Errol?

Yeah, yeah.

So. So you can very easily find Errol in the Facebook group. He's pretty active in there. Shoot him a dm, shoot him a private message. And you guys will benefit from one of our seven figure members going through your early stuff and helping get unstuck. How, how, how can you have a better give than that? Thank you, Errol, I appreciate that.

Yeah, no, see, here's the thing, guys. There's at no point do you ever get past, like having blocks. There's always going to be blocks along the way. So if you feel dumb for having a block, you shouldn't. You just need to talk it out because it's going to be a part of your journey for this entire journey. Like, it's literally not going to stop.

So check this out. This is a theory I'm kicking around about the world, Errol, that our natural state is to process problems and process them very quickly and to get other perspectives from other people. Because we're made to be tribal people. We're made to be around people constantly talking about the problem, overcoming it together. But because of the way that we live now, where we live isolated, most of the time we're just alone with our thoughts. And so we never actually process them fully and get them out or process them and get a different perspective that allows us to go through that processing. And so most of us are just in our heads all the time and we wonder why there's more anxiety, depression, mental disease as a result of a lack of connection. And so sometimes that problem that we've been stuck on for months or years is a simple tweak or simple process of talking it out with somebody who has been there, which allows you to get it out and move forward onto the next challenge.

Yeah, yeah. And I also think that people tend to stay in their own circles. So, like, if they are talking like through it, they're talking through it with people who they're currently, like, they've been talking with this whole time, which tends to send them on the same loop. So they're literally reprocessing using the exact same method that they've been using. And they're like, man, like, no matter how much I talk about this, no matter how much I think about it, you know, I'M still stuck. And it's like, look, just get out of your circle, go talk to somebody else and it might actually give you an unlock.

That's exactly right. Well, thank you so much, Errol. I know people are going to be taking you up on that and I would encourage anybody who is sucking a problem to reach out to Errol and talk this out. Thank you so much. Not a problem.

Hey, I have a question for you.

Where are you stuck? Hmm.

Well, I mean, the amount of mental progress that I have made over the last few weeks has been pretty, pretty amazing. Where I am, where am I stuck?

Is there a thought that's been kicking around your head for a long time?

Well, well, you know, you know, I, I've been stuck. I was, I shared this on, on the Tribe call on Friday that when I look at a physical products brand, it is effortless for me to see how it gets to eight figures. Just like, yep, boom, boom, go. Right. So.

I'm just, I'm getting into a few new physical products brands that I'm so pumped about. I can't wait to document them on capitalism.com. and I made the statement to someone, why do I mess around with all this info product when I can just like think of eight figure physical. Like, why do I even mess around with, with all, with like all of this? Right. Right. Yeah. So, so what was interesting is I forget who I was with. I might have been, might have been a member of my team who said, well, the advice that you would give to a tribe member is just lean into where you are excited.

Yeah.

And so since then I've just been leaning into, okay, I'm really excited about these physical brands. I'm just gonna, I'm gonna lean into that. And then where I'm really excited is like the, the thing in my, in capitalism.com where I get the most excitement is my podcast and these lives with all of you. I'm going to put all my energy into those things. And the funny thing is that when I do that, the audience pops. One percent members go up, sales go up. And it's effortless. I don't have to do anything. So I'm not. If you had to ask me a week ago where I was stuck, I would. I'm really stuck on. I want to build the 1%. Like, I want this to be 10,000 leading edge members who are creating change in the world and giving to their communities and building successful businesses. Now I feel like that's, it's like obvious that's going to happen. Because I've let go of the mechanism of how we're going to get there. Yeah.

You see guys like, you see guys like, you know, all of our Mormon missionaries within the 1% who are literally volunteering to get on bicycles to proselytize. How does it get better than that?

And you can't.

You can't plan for that. But just by, like, double down on, like, you're giving, all of a sudden.

That stuff happens, right? That's right. So, like, I. Honestly, Errol, I mean.

When somebody else tells me the advice that I give to other people.

It'S really obvious to me what my next steps are. And we make it so hard on ourselves. So I'm sorry to dodge your question on where I've been stuck. I was stuck up until about a week ago on how do we get the 1% to a thousand to 10,000 members? And I was stuck on it for months, like, just.

And I've in just in the last week, I've let that go and now the path is just obvious.

Yeah, you're actually. Yeah, you're in a rare spot where it's like, this is the good part. This is the part where, like, you just feel so much energy because you've just been unstuck, but eventually you'll hit a wall. And then I'll try to make sure to, like, catch you then.

Okay.

But, hey, guys, so, you know, Ryan says that he gets stuck, so how can you feel guilty or bad getting stuck where you're at?

That's right. All the time. Awesome. All right, Alex, great to see you, man. Thanks for hanging out with us.

Yeah, thank you.

Take care.

All right, we're going to do two more and then we will call it a day.

Melody, you are up next. Give me a thumbs up if you are ready. All right, let's do it. Hello, Melody. Hello. Great to see you and meet you.

Yeah, it's really great to talk to you too.

Have we ever met before?

No, but I've been following you and your podcast for a few years, like, through all of the different podcast changes. I've been there.

Thank you. I think we finally settled into what feels comfortable for us to grow long term. So thank you for sticking with us through all the pivots. Yeah.

But you know what? Just kind of to comment on what you and Errol just talked about and you questioning whether you should continue the info stuff and the podcast stuff. I mean, because I've been following you for years and part of what I've gotten from that is the inspiration to keep going. And so, I mean, so thank you, first of all, for continuing to. To do that. And I've loved how you shared your internal changes along the way, too, that it's not just here's tactical business stuff. You're like, here's the mindset. Now, I made all this money. This is how I feel.

So.

Thank you for that. And I mean that, because I used to think that people wouldn't listen or follow or find value unless I was teaching something right? But I always hated that. Like, I always. I always hated the, like, do this first, do this next. Because what I got was more lost people who needed even more step by step. Right. And so it made me just feel like I was doing a crappy job. But I get the most feedback from when I'm like, you know what? Today sucked. Here's why Today sucked. And people like you are like, I now have permission to move forward. So that means a lot to me because those are. That's easy and effortless for me to share. It's fun for me to share. And it helps me realize that what I thought I needed to do, I never needed to do in order to achieve my goals. Right.

Yeah. So thank you. This is awesome. So I joined this group, I think, in January, and then I was just here.

Hadn't really done anything, but I started listening to the six steps to six figures, and I just started following the plan about building Facebook groups. So I have a brand idea. My business partner and I had talked about this in July, and we're just kind of. Kind of getting started on it. And I just started building the Facebook group, followed everything that you said, like, here's the audience. Give $10 a day to this audience, that audience. And I think April 29th, I actually started running the ads and we crossed. We're at just over 11,000 page likes and follows now with all. Yeah. So I was like, this is amazing.

It works.

And it was really fun because actually, even the ad spend was almost exactly what you in the training as well. So it was really fun for me because I've been in. I work for Shopify for a little while. I've been following Amazon training for. So I have a pretty good understanding at least of the, like, the tools and the general ideas of what you're supposed to do in E commerce. So this is one of the first times I, like, really did. Okay, let's dive in and see if this works. So it was really fun. I was like, I hit all of the points that I wanted to hit and it's been less than a month, and so that part's really exciting. So where I'm, I guess, stuck right now is I have products in.

I don't have the samples yet, but we're in process of getting what we want. But I don't have a product yet to offer. So I'm struggling with how to pivot these people into a group so I can get them on my manychat list or email list. So now I'm like, at that tactical spot of like, ah, how do I get these people?

Okay, so first of all, you got 11,000 people who like your page.

Yeah.

So that's great. But remember that in order to do damage, in order to have really positive movement, we only need a few hundred people who are really engaged. So where a lot of people will get stuck where you are right now is they'll say, how do I get all 11,000 people into a Facebook group? And the answer is, you don't. You get the most active people from that 11,000 into a Facebook group or onto an email list or a many chat list or wherever your direct conversion source is. So in this case, I would just start talking about the group in your posts on that page with 11,000 people. So you might only get 100 people in there to start. And that's fine. Totally fine. Because those people, let's say you're doing if it's in the weight loss space, then those people will start putting their before photos in the group and that becomes the next post that you make publicly. That's like, congratulations to so and so who just started her weight loss journey.

Yeah.

If you're on yours, come join us in the group. And that brings in 50 more people. And then it starts to build from there. So it's kind of like the page is the traffic source and the group is the engagement and the conversion source. And so you can start small there and bring more people in there over time.

Yeah. So I think, I mean, I love that you laid out the numbers. So in my mind I'm like, this is awesome that I have this 11,000 people. If I get 500 in a group, that's amazing. If, you know, 200 of those people want to buy the product when we launched, then I feel super successful. So I love that you laid all of that out and it feels like it just breaks it down. And I'm like, oh, that's totally. That's doable. So it's in the pet space. Pets play great. So people love cats specifically, which is kind of hilarious. To me, because I never thought that we would go in this direction, but it's been really fun. So people really love to post pictures of.

Yay.

And it's.

So you're probably actually my, my target audience. So this is.

So my thought was, because I. You talked about doing a challenge in the training, but I was like, I don't have a product. It's not like a weight loss thing where you're like, let's do seven days of this. But maybe I do a group where it's a photo challenge where people can just post photos of their cats doing different things.

So what, what transformation do you want the customer to have?

So the brand is built around. We're not reinventing the wheel, but we want to provide products that are.

Interesting and bold because a lot of pet products right now are just super boring and they don't, they don't fit in your house. They're just, they look.

So would this be like, would this be like cat trees? These toys?

Yeah, exactly.

Okay, great.

Yeah. So to give people that own cats a more fun and designer friendly experience, I guess, with their, with their cat products.

Awesome. I bet. I've, I have told so many people the first person to do this will be fabulously rich.

This is great. Yeah.

This is just what's, what's occurring to me. John Oliver here is bored. Right. So I, I take him. He's actually, he's actually Pam's cat. I've been watching him for the last month or so because he's been super bored. We have two young kids. He's neglected. So I take him between houses because he loves change, because he was trying to make him happy. Right. So this is the case with a lot of how, what a lot of people would say is like, people feel bad leaving their pets at home when they go to work, they feel bad traveling and abandoning. There's all like, all animal lovers have a little bit of animal guilt about their pets being bored.

Yeah.

And so what you just described to me is that you're creating like, you're creating almost like a more luxury life, like a more luxurious life for, for pets, it's really for the owners because the owner is the one with the guilt. The pets don't care.

But if, if that's your branding and you enter into this group with like, send it first. Step one, post a photo of your animal. Number two, post a picture of their favorite thing. And number three, post a picture of them loving what it is that you have to offer them. It goes bananas. It just goes Bananas. So I think you're on the right track and that the thing probably holding you back is you're trying to see seven dominoes ahead, whereas what you need right now is to just see the next domino, which is getting people into those group, getting them to post a picture of their pet, talk about their biggest challenges, get them to talk about what an ideal situation would be for their animal. And then you go develop the products and you have all the feedback and all the community that you need to have a fabulous launch out of the gate.

Okay, cool. I think probably I'm just overthinking a little bit how to get those people into the group, like, like what angle I should be taking. But I think I'll just make a post, be like, hey, want to post pictures of your pet?

Well, keep this in mind, Melody. All of the good stuff happens after the group is launched.

Yeah.

So you trying to think about how I'm going to put people into the group, whereas most people are going to come to the group because of what's happening in the group is a chicken egg issue. So you have to start it to get the people in there to get the content that will get more people in there. Right. You're thinking about what's the content that's going to get people in there. You don't know yet. And that's okay. You have to start it to go figure that out because this is all going to be crowdsourced by your community members anyway. Right? Make sense? Yeah.

Cool.

Cool.

I love it. Well, thank you so much. It was great to chat with you.

All right, we'll see you next time. Take care.

Okay, Charmaine, you are going to take us home. Give me a thumbs up if you are ready. All right, let's do this. Oh, look at John. He's so happy. He's excited to meet Charmaine. Hi, Charmaine.

Hey, everybody. So excited to be here. Your cat, me life, by the way. It's a beautiful cat. So I, I shared my photo story on the the group chat a few, I think actually yesterday. And I mean, it's a crazy story. Like I said. I. I accidentally bought the book.

Yeah, I accidentally bought the book.

I left my finger a little too.

Long on the the screen and happened to be over the buy now button. But hey, I read the book and it's amazing. So I will be leaving a review about that.

I'm glad you enjoyed it.

So I do have a question. And originally I wasn't going to come on live today. I was going to wait to see this is my first live. But in hearing everyone else's stories and realizing that a lot of the questions they had, I had as well, they realized that my question could be something that someone else has as well. So the question is awesome. How do you give yourself permission to continue on or to move on with an idea when you personally don't feel like what your audience would believe is the archetype?

So if I have an image in my mind of what my audience wants to be, I don't think I'm that person.

Okay, so is your question that you don't think your audience thinks you match that, that the arch type or that you recognize that you don't aren't like the person that you serve? So are you projecting onto the other person or do you just not think that you're the, you're the target market? Talk that out a little bit with me.

Sure. I would say it's a little bit of both. Like, I'm. I'm sure I'm projecting because no one's told me that I'm not that person yet. But if I. So if I give a little bit about. And this is, I've killed many ideas for the same reason. Right. It's a great idea. It's something I'm excited about. And I think, oh man, this is what this audience cares about. I don't fit that.

Or.

You know, the idea. If I want to target people that are very high performance successful, I'm like getting there. I'm not there yet. So how can I be an authority in that space?

Okay. So it's important for you to not try to be something that you aren't, but you can still serve people who are not like you without compromising who you are today. So, I mean, I have lots of clients that are more successful than me. Right. I have students who have gone on to build nine figure companies. Right. I've never done that before, but I don't ever. The minute that I try to be something that I'm not, I can't serve them anymore. Because more than 50% of how you're going to serve anyone is just your own perspective. It's the unique set of experiences that you've had that got you to this point. And if you can effectively serve someone who has got to their point in a different way, then it doesn't matter how you got there or where you're going next. It just matters that you're able to serve them based on your unique set of circumstances. And so you can own that. Like you can own that I have the experiences that have allowed me to have this perspective that helps someone else get a different way of looking at their body, their business, their mind, however it is that you're serving them. So do you have a specific product or specific person in mind that you're wrestling with this right now? Because if so, we can get a little bit more specific on how to overcome this.

So I've had two, and I'm going to choose one. But both of them I disqualified for the same reason, even though it's equally as exciting. Excited about them at the beginning.

Okay.

At the risk of exposing a little too much about my life, I'll talk to the first one.

The audience was the lgbt. The LGBT person. Right? And the concept here is that big brands slap a rainbow and everything, and we flock to buy it. So build an organization for that person, by that person.

Okay.

That 100% me, that works, right? I fit the archetype, not a problem. But the things that person cares about, I don't always fit. I mean, the fact that, I mean, capitalism.com is something that may not go over well with that audience.

And here we are. Here we are.

So. So. All right, so what I just heard you say is that you match the person that you're serving, but you don't have all the same beliefs, biases, or preferences of that, of the stereotypical person who meets that archetype. Is that right?

Right.

Perfect. That means you should absolutely go down this path. Now, here's why.

With the world as polarized as it is, we have an unconscious belief that we're segmented into groups and that our groups should think just like us. The way that we create change in the world is realizing that when we're aligned on one thing and we're not aligned on another thing, we can still absolutely care about each other, respect each other, and be aligned on the things that we care about. And that's going to be the next wave of our evolution as people. Right now, we're seeing, like, the pinnacle of groupthink. You're in one group, I'm in this group, and we're against one another because we don't agree on everything. We're going to get over that over the next few years and realize that we can be pro something and still disagree on certain things. And you can lead that change. You can lead that in this community. And there are millions, millions of people who already think that way, but do not have a voice because they're afraid to speak out, because they're afraid of the anti group thing. So if you sit there and you say, I'm a member of the LGBTQ community and I want to make a lot of money.

Yeah, that's exactly that.

There are.

There.

It might be. 75% of the group is, like, weird.

And then there's 25% who are like, hell fucking finally. Yes.

The good news is there's a hundred million people active in that community, and you only need, like, a few thousand of them to think you're the shit for you to be a multimillionaire.

That's a good point.

So I'll tell you this. A lot of people find my work because they're members of a great community called Amazing Selling machine, or@amazing.com and amazing.com is a $5,000 course about. Specifically about selling on Amazon. And over the last seven years or so, I've been like, their number three affiliate all time. Something. Something like in the top five all time. I speak on all their stages. You know, the founders, a good friend of mine.

We'Re really tight. Well, in the last launch, or maybe it was two launches ago, there was someone who just ran away with number one. I mean, nobody could touch him. And I had never heard of this guy. I'm like, I've been to. I've been a TopAmazing.com affiliate for years. Who is this schmuck who I've never heard of, who's just, like, running away with the launch, number one? Like, what is going on here? That person was a new entrepreneur who started a group of how to start a business specifically for people who were Muslim.

That's it.

So, like, that community isn't known in America for being great business leaders, but it was the first person to take a stand in that community for people who resonated with that. And the Muslim community doesn't believe in debt, so they think a little bit differently than most Americans. They think about their community differently than we do. It doesn't make it better or worse. It's just a different language that other people are not used to hearing in their own context. So this gives you. If you're a new entrepreneur who's active in the LGBTQ community, you can give any idea the response that you would have if you were like, I'm a member of this community, and I want to make a lot of money, and I believe in serving other people in order to make a lot of money. And I don't like that the government takes half my money, and I want to do this the right way. And so I'M going to be documenting my whole journey.

There are, there are, there are not. This, not that standard LGBTQ member, but there is a group of that that is like, this is me. This is so me. Thank God someone is saying something about this. So it sounds to me like it's perfect. It sounds to me like you have a raving ass community waiting for someone to say me. Like this person is finally saying something about something that I've wanted my whole life. Thank God.

That's amazing. Wow. Definitely brain chasm there.

So I guess then there's a follow up question. I'm thinking way too far in advance, especially with this idea. I don't think I would want to sell it. Right. This is something that's near and dear to my heart. But if you're thinking about building a business that you would want to sell, is it ideal to stay away from lines like, like that? Right. Things that are so polarizing that a business could get in trouble for or even wanting to bring that onto their work.

So the answer to this question is know who you are for, ignore who you are against.

Right? So.

I'm, I'm considering whether or not I should give you an example that would might get me in trouble right now. So I'll just say it. We're all transparent here inside the 1%. So my brother's a cop and my brother is very close to me, right? And I adore my brother. I love my brother. Now right now I feel some sensitivity about my brother. Like I'm worried about my brother right now. I'm worried about.

Riots everywhere, but I'm really worried about my brother. I can be pro my brother and purely pro my brother and not be anti anything. I just love my brother. I just appreciate what my brother does for a living. I appreciate how my brother serves people. And I can be pro my brother and pro all the good he does in the world and not be anti any movement that has its time.

You see what I'm saying? Yeah. I can also be like stereotypically capitalism.com leans a certain way politically, half of which I agree with, half of which I don't. I give a lot of attention to, to the things that I agree with and I ignore the things I don't.

So like some people want to argue with me about capitalism being dog eat dog, right? It being, it being a. I don't give any attention to any company that is dog eat dog. It doesn't exist to me. I only give attention to the businesses that are doing good in the world. Why Because I want more of those.

So we can worry about the things that other people will try and pigeonhole us into. But if you're just pro something and you lean all in on that, other people will run with you. Right. So it's like I gave the example at the beginning of the call. One of my best friends in college was a runner, and he would do half marathons, and other people would run with him. If he paused for a second to worry about the people who were slower or to worry about the people who are saying running is bad for your knees.

He would slow down.

Right.

So the important thing is for you to be focused on who you're for and what you're for and not worry about the people who want to give you negative feedback or the people who disagree or the. The people who have a slightly different perspective. That's all. Okay. You just be for what it is that you're for. And if you are all in on that, then it doesn't matter all the other stuff that comes out. Does that make sense?

It does.

Thank you.

And thank you for sharing your story.

Yeah, you bet. You bet. What else can I do for you? Charmaine? Thank you for being here.

Absolutely. I'm glad to be here.

This has been great. I mean, you know, even answering the. The LGBT one. Right. And the other one is so far in the other direction has nothing to do with that. But the. The same issues that I was having kind of solves both problems. And I have a new problem of having to make a choice. But that's a fun problem to have.

Well, so I want to answer one tactical thing that you said, which is about, you know, it's about selling if you decide to sell the company.

Because.

If you go all in on. Some would call it a polarizing message. I'm just going to call it a pro message. You know, being pro, whoever it is that you're for, you will attract that group of people faster than if you try to hedge and will give you the ability to speak to that community and have bigger launches and to have a more profitable company, because you'll have raving fans and you'll have more people who want to buy that company. So you will actually grow faster by you being pro, whoever it is that you're for, you'll grow faster, and you'll be a more attractive company to buy if you go all in on that group. It's a strange, counterintuitive thing, but by giving them to be raving fans, you actually have an easier time selling that now. You said something at the end of this, which was, now I need to pick. I want to invite you to consider something. You can document your journey as an entrepreneur within and. And your market, your followers, being members of the LGBTQ community, you can document that and have a big audience while you are building out this other brand that you are going all in on. And you don't have to worry about monetizing the entrepreneur crowd. You can, but you don't have to because you're still finding your pudding and your message and all of this. And that way, you don't have to pretend to be an authority. You can just say, I'm a member of the LGBTQ community and I want to make a lot of fucking money, and I'm going to document my whole journey. If you want to follow, click here. And then you're talking about the new business. And some people are like, this is cool. They become your customers, Somebody reaches out, they want to invest in you, and now you get the best of both worlds. The challenge is, is Charmaine willing to just own who she is and who she serves without apologizing? Can she just be so pro who she is and who she serves that it doesn't matter what the outside voices say? And if she can, you are a millionaire by this time next year.

It's a great idea. You know, I never thought to. To blend both of those, but it does make sense. Right. So I'll share a little bit about the other idea the other day. Again, so far away. Right. It's. It's just. It's who I am. Right. It's. It's a person that grew up in the hood, honestly, and got out of there, was very successful and continues to want to be successful, but I have a really shitty time sleeping so bad at sleep.

Yeah.

So it's that person that, you know success through sleep. Right. Success happens overnight if you can just sleep better.

But, yeah, so the idea is build that. Right. I mean, there's. There's a lot of products I can think about. That young professional that's growing in their career that stuck a little bit. And it's just about, hey, you can get better sleep, you can get better productivity. That's really the archetype. Right. And that's the one where I was. I really enjoy that idea. Right. It's a problem I've had for a while. And so fixing that, but doing that, building that while documenting the journey as an LGBT person opens up the gates for me to do the other one as well.

It does. Also, your Specificity on that. On your. On that product line allows you to speak about things that resonate with that audience in a way that you couldn't speak about if you were going more general. Like, if your market is a person who grew up in the hood and can't sleep, then you can talk about violence and worries about money that kept you up at night. You can think. Like, you can talk about the trauma that happens when you hear gunshots. You can talk about the trauma that happens when there's. There's violence in your neighborhood or you're not sure if your house is secure.

I think I would probably avoid that. You know, it's more the. The journey of. From not having much to. To becoming whatever you want.

Right.

That's a story that since I was a kid, I've learned to tell because I didn't think I could. It took one person in my life to build me to that. But the sleep issue is just something that I've dealt with, like, all my life. Right. Anxiety, insomnia. It's just kind of realizing, hey, if you can sleep better, then you can do better things during the daytime.

Yeah. So. So let's. Let's tweak my messaging just a little bit, since you're getting more specific. Then the anxiety of not having enough. The anxiety of, where's my next rent check gonna come from? The anxiety of, is my place secure? Cause I live in the hood. Like, all of those things are very real things that are specific to someone who grew up in a less fortunate situation. And so now your audience resonates with all of those things. Like, it doesn't matter where they came from if they can resonate with that feeling of, like, yeah, I know what it's like to be so anxious about money and security that I can't sleep at night. And it just so happens that when you can't sleep at night, you become more anxious. You become more this. More. Right. So now you have a very specific message that resonates with now. It's actually an anxiety play more than it is a sleep play, which opens you up to other products and services and messages that you can speak to. So what I'm hoping to paint with you in this is that the sleep and the sleep hacks and the sleep supplements are all really a proxy to serving that person who struggles with anxiety and is building a different life for themselves. And you, if you can own that, then you've got somebody over an entire life cycle of their journey to overcome what they've struggled with their whole life. And that means you have lifelong customers who freaking love you, who are willing to pay a premium to work with you and your company because you've been an advocate for them the entire time.

Absolutely.

I love it. I think you have absolute clarity and I would 100% endorse you going in this direction.

Thank you.

I'm so glad you accidentally bought my book.

Me too.

Charmaine, we'll be here the entire journey. We're excited to have you. Thanks for being here.

Thank you.

Who else needs a cigarette or glass of wine or something?

Or a cuddle puddle or something?

I love this comment. It's been almost two hours. Time flies when you're sipping with Ryan. Hey everybody. This was fun. These have been so much fun. You realize we've only been doing. This is only our sixth time doing this. I don't know why I looked at my watch when I did that. This is our sixth time and we have many, many more to go. We have a break next week, so we're off next week and we'll be back with a new theme and a new topic and a whole new set of braingasms and hashtags starting in two weeks. Once again, my ask for the group is if you bought the book and you love the book, please tell other people about the book over by leaving an Amazon review. I'd like to cross 50 reviews today. So open up the tab, go to Amazon, review the book and if you did on this call, I'd like to say thank you. So Josh did it, Darren did it, Justin did it. So thank all of you for doing that for the group. Someone says left mine today, but I can't see who. Andrew Howell loved the book. Thank you very much. Thank you Adama for reading the book and leaving a review. Thank you Rebecca for reading the book and leaving a review means means the world to me. Amanda Alpine left a review. Thank you very much. Thank you, Mandy. If you guys are benefiting from these conversations, the vision for this group is to be 10,000 members strong of entrepreneurs who are leading the change in the world. Can you imagine how much of a difference Charmaine is going to make in her community? How much of a difference Josh has made in his community just by sharing this message with his 12 year old brother. My vision is 10,000 members strong. And so when we get together for a capitalism conference, there's a stadium filled of people who are on the leading edge of this new wave of capitalism that leads with creation and service and ownership and personal responsibility. So if you're vibing with that, Please invite a friend into the group. I mean, the group is basically free. It's 99 bucks a month, which is I'm not going to justify the value. You all know what happens here. So if you are willing to invite somebody who is on this journey to join with us as you are building this really leading edge of capitalists who are changing the way we talk about capitalism, changing the way that we serve each other as entrepreneurs, who are changing the message and the conversation that we're having around people who are out to make a lot of money, please invite them, because we really are creating the change here. And it starts with you. I love you guys. It's good to see you. Thanks for hanging out with me on your Sunday. And I will talk to you soon. Until then, I'll see you in the Facebook group. Take care, everybody.