High Ticket Mastery with Chad Thibodeaux

Sam Ra. It's Sa. Okay. And we should have sound there. Let me kill that. They should have sound now. Check 1, 2. Check, check 1, 2. See if you guys got some sound. Hey, while we're logging in, let me know who you are, where you are watching from. Okay. We're good to go on sound. So good. So good. All right. So let me know who you are, where you are watching from. You guys good? Okay. How's the temperature in here, you guys okay? Warm. Okay. Awesome. So they told me it was freezing last night as an icebox when I was burning up. It's all good. That's why we call this Burning Man. We've built all this, and a little bit later, we're going to destroy it all. We're going to burn it down, baby. So you guys ready to go? Yes. Okay. Ready to go. Awesome. Everybody logged in. Akilah people saying hi. Crystal, can you make this disappear? This little line? Yeah. Sylvania, Kenya, Reno, New York, New York. Is that Andy Madrid? Yeah. Not sure. Well, welcome guys. We love having you guys here. Grab a pencil. Got some Ohio in the house. Get some pencils and pieces of paper. We are going to jump right into what we're doing today. Alright? So we're going to do a little exercise here in the building. You guys can do it with your friends and family at home if you want to. But here's what we're going to do. Okay? Dee, what I want you to do is I want you to communicate very quietly in her ear. You're going to communicate something. Okay? Ross, you're going to communicate in Molly's ear. You're going to communicate something. Molly's going to communicate to Roslyn. Roslyn communicate to Molly. Molly. Molly's going to communicate to Ross, and you're going to communicate to Dee. And what we want to do is we want to see if we can get Dee's message to Ross and Ross's message to Dee through the multiple channels. You ready? You got to be really, really, really, really, really quiet. Okay? So, like, don't let them hear you. Ready? You got 10 seconds. And go. So what we're going to try to do is while they're passing these little messages back and forth like we're kindergarten school kids here, here. And Dee's got a whole sermon, apparently. Holy heck. Okay, here we go. Okay, here we go. Go, go, go. Yeah. Quickly, quickly, quickly. You only got 10 seconds. 10, 9, 8, 7, 6, 5, 4, 3, 2, 1. Okay, Russ, what was. What was Dee's message? We didn't get it to him. Okay, what was the message? What'd you make it up? She said, breakfast is really good. Breakfast was really good. And what? And she enjoyed her conversation with. And she enjoyed her consultation with Ross. I like it. Very nice. Okay. Conversation. Well, I know Ross. It definitely was a consultation. Okay. Yeah, I know that. Okay. Dee, what was Ross's message? Well, you got to make it up. Okay? Ross said he's willing to enjoy his taste. Ross said he's really enjoying his tangerines. Okay, so. Okay. So, Ross, what actually was your message? I can't wait to sell high ticket mastery. I can't wait to sell high ticket mastery. I love it. Okay, perfect. What was your message? My message was high ticket mastery is awesome. And I learned to sell high ticket without sounding salesy. I love it. Okay. I love it. Okay. I thought you were giving altar calls. I mean, we had 10 seconds to get it from here to here. So you took 22 seconds just to give the message? I was like, what? Come on, you got 10 seconds. Seconds. Okay, so here's the thing. So Ross had a message that was good, and Dee had a message that was good. But somewhere along the line, the lady screwed it up, Right? I mean, that's how it works. Okay? So what happens is, as many times as influencers, when you go to sell a product, you have a message that you're trying to get out to the masses, right? And so we've been taught that we have sales and marketing funnels. We've been taught. We have emails. We've been taught that we have Facebook ads. It's, et cetera. We've been taught, can one of you guys come hit the mute button on this so it doesn't bing ting me all day? We've been taught all these different portals and different messages, and all we want to do is get our message out to our audience so it resonates with them so then they can hit the little button, pay us some money, and they can become our client. But the problem is it's not always that simple. More times than not, okay, our message gets garbled to our audience because you have all these hurdles in the way. I mean, first, let's take technology, right? We have the technology hurdles. Anybody ever had trouble with click funnels? Ever? Never, never. Anybody ever have trouble with your Facebook ad account? Never, Never. Right. We never have technology issues. That can't be the problem. So you have technology in our way. But there's really two massive things that are big hurdles. One is, okay. One is Our clients, many times they misperceive. Is that a word? Misperceive? Our message. So in other words, you're trying to say the sky is blue and they're hearing you say, you're going to give me a blue car, right? Okay. Or you're trying to say, hey, I'm going to give you a blue car for $97, and all they hear is something. Something different. Right. The messages are mismatched and the communication between the presenter and the presentee, so to speak, gets garbled for a few reasons. Number one, technology. Number two, we're not real clear on our message. And that's where we're going to spend some time today. We're not real clear on our message. Number three, the person who's getting the message misinterprets what you're saying, saying they don't get it, they don't understand it. More times than not, you think you have, on a scale of 1 to 10, you have a 10 offer, and they look at it as a 1.5 offer. And you're like, well, why in the world aren't they taking me up on my stinking irresistible offer? Well, the reason is, is because your message is off. The message is off. Now, here's the thing, and this is where, if you guys are paying attention, you got to dive in today. Like, I wanted to bring my good stuff right at the beginning today because I want you to. I want to reward you guys who are on early and I really appreciate you guys. I know for some of you, it's literally the middle of the night all around the world, and we just want you to know that we love you and we appreciate you. We're so grateful for you. Okay, so grab a pencil and a piece of paper and let me hear this. And you need to hear this. The responsibility of communication is always on the presenter, never on the presentee. If your audience is not understanding your irresistible offer, if they're not understanding what you're saying, it's always your fault. Because you've got the responsibility to make sure the message gets out in a clean and clear method. It's your responsibility. But here's the issue. When it becomes your responsibility, and if we're honest with ourselves, and I'd like for you guys to give me some feedback on the channel chat room. If we're honest with ourselves, here's the issue. The issue is, most of the time we do not have clarity on our message. If we're brutally honest, we don't really know what it is we want to say we're unclear. We lack clarity. So if you were to come into our studio here, over on my left here, you'll see a logo of our coaching program called CAVU C A V. CAVU stands for Ceiling and Visibility Unlimited. Ceiling and Visibility Unlimited. And it's an aeronautical term that says that pilots use when they're flying an airplane when they finally get above the clouds, okay, See, up under the clouds, they can see a little bit. When they get into the clouds, they can't see at all. They're completely dependent. So think, think about this. When they're below the clouds, they're completely dependent on other people. When they're in the clouds, they're definitely dependent upon other people and instruments. And then when they're above the clouds now, that is when they have control. And so what an airline pilot does is when he takes off and he gets above the clouds, and so now he can see everything, he radios back to the tower and says, hey, tail number 27451. Now California. In other words, now my ceiling and my visibility are unlimited. One of the things keeping you guys below the clouds, one of the things keeping you under the radar, so to speak, one of the things keeping you from being able to take off, one of the things from being able to keep you from increasing your rates is you lack clarity on your message. And what I want to do this morning in our first session here, and we're going to spend a lot of time, four hours in these two sessions, sessions on this particular topic, we're going to get you above the clouds by dialing in your message. Okay, here's what message. When you dial in your message, here's what it does, okay? So I've always believed that if you lack confidence, it's because you lack clarity. If you lack confidence, it's because you lack clarity. You gain clarity, you gain confidence, okay? That's just how it is, okay? Lack of clarity is always the disruptor in our message. And so you can't sell high ticket, you can't sell low ticket, for that matter, until you have clarity on who you are, who you help, what you offer, what the expected outcomes are. So this morning, what we're going to do is we're going to jump in and we're going to help you gain. We're going to help you gain clarity this morning. We're going to help you get to where. Where you want to go. You guys ready for this? Are you guys ready for this? Let me know. Somebody give me clarity. No, not Claritin. That's a whole different thing. Clarity, okay? Clarity, clarity. You guys got your adult vitamins, Okay? I started telling this story last night, and then my lack of clarity disrupted me. So people always want to know, why do we have peanut M and M at our home all the time? Well, here's what you guys know. Little Olivia, my 10 year old, she was our first biological kid. Jada is my little niece that I adopted when she was young. And when we got Olivia, she just. She wouldn't sleep through the night. So we go to the pediatrician and she taught us this little trick on how to get Olivia sleeping through the night. And doggone it, within seven days, just like she said, bam, she was sleeping through the night. And now she's like, everybody their kid. Like, she doesn't wake up, right? Okay. It worked. And then when she got a little older, we noticed that she was always crabby. I'm like, I can't raise a crabby kid. Like, what in the world's going on? Right? So we go back to the pediatrician and the pediatrician said, listen, I'm about ready to change your life. I said, oh, yeah? She goes. And she reaches in her bag and she goes, this is the trick. I said, what's the trick? She goes, peanut M&MS. She goes, these are the perfect vitamins. I was like, vitamins? She's like, yes. She goes, think about it. She goes, kids only cry when they're hungry, when they're tired, or when they're wet. That's it. She goes, this obviously won't fix the wet thing, but if they're hungry, it'll feed them. Okay? If they're tired, it's got caffeine in it with the chocolate, it's going to give them a little bit of boost. If their blood sugar is low, it's got sugar in it and it's got crunchy. So they're going to eat it. And so we started giving them. So she says, anytime she's cranky, just reach back, get five peanut and give it to her. Make her eat it. And holy smokes, it worked. It worked. In fact, now when my kids get really cranky, they hate it now because I make, I say, go to the pantry, get a spoon of peanut butter. I said, go get a spoon of peanut butter. Right? You have a protein issue, okay? And so what I learned was kids aren't the only ones that this works on, okay? When you guys get crabby and cranky, I'm like, I was pointing at Ross. You guilty. Molly. No. So they were. So I've learned to give you guys peanut M and Ms. Because it keeps the environment fun and it gives me a reason to give back. All right, so here we go. What we're going to do is we're going to gain clarity today on our message. Okay? So high ticket products solve one problem. How many problems do they solve? One problem. Okay, one problem. If you're going to become a high ticket specialist, you have to become a specialist, not a generalist. Who makes more money, the general practitioner or the heart surgeon? Heart surgeon. Why? Because a heart surgeon has understood that he's going to go all in on hearts. And because he's only messing around with hearts, he can charge more money. The reason is. Excuse me, I shouldn't have eaten that. There you go. Ah, okay. Yeah, I need the Heimlich. Now the reason why heart surgeons can charge more money is because there are less of them. The general practitioner at diamond doesn't, but there are less heart surgeons. So a heart surgeon dives deep and becomes a specialist at one thing. Then what happens is if you have a heart issue and you go to a general practitioner. General practitioner. And say, well, what? You need to go to specialist. Okay. And so when you become a specialist at something, I'm going to show you guys this on the board. When you become a specialist. Oops, sorry. My mess. Today, when you become a specialist. Uh oh, can you. Something happened with your slideshow over there. Okay, you can just keep that on full screen. Read for me. Okay, we'll. We'll fix it. Don't worry about. Don't worry. Just if you can just stop. Crystal, just. Crystal, just stop. Yep, just stop. Okay, now let me see if I get my whiteboard up here. Hang on. Can I get my whiteboard up here? What happened? Just a second. Hang on. Now I can't figure out how to get my white back up here. Krista, I feel like that I'm controlling your computer. Okay, so just disconnect it. I don't know why my keyboard to my Microsoft service is controlling her computer, but it's controlling her computer. So. Just a second. We'll get this straightened out here. Okay. Do you know how to do it? Just go to devices. Yeah, right there. And then just hit that and then hit remove. Yep, there we go. Perfect. Okay, perfect. Well, give me a second here, guys. That's so weird. This is controlling your computer. Yeah, give me a second. Brand new little tool for us. So we haven't quite figured it out, but that's okay. You guys paid a dollar Just hang in there for us. Come on, baby. There's. I don't know if you guys know this, but I have a lot of patience. But I do not have patience for tooth and things in competency and technology. Like, what is going on here? There we go. There we go. We got it. Okay, so here we go. So what we're talking about is, we're talking about becoming a specialist, right? So if you're going to become a high ticket salesperson, somebody who is really good at making a lot of money, I'm going to turn this brightness down a little bit so see if it's better for the thing. If you're going to do that, then you have to become a specialist. Okay? Okay. A specialist. Can you guys see that on camera? Can they see that? Can you see that on camera? Does it look okay? What did you say? Okay, can you see that on camera? You can see it? Okay. Okay, perfect. You have to become a specialist. Now here's the thing with a specialist. What specialists do is specialists come up here and they solve one problem. Hopefully they can see this. They solve one problem. How many problems? One problem. So what we're going to do is I'm going to show you how to create and craft your message. So as a specialist, you solve one problem because you want to be able to get yourself to the point where you have have very clear expectations of who you are. Remember what we said is one of the big issues. One of the big issues with you and communicating your message is you don't know. You have a lack of clarity. So first, let's talk about this one problem. So I'm going to put you through what we call the perfect formula, okay? So when you understand your one problem, you're going to bring it down to what you call the big idea. Okay? The big idea. What is the big idea? What's the big idea for what you and I are doing right right now? High ticket. We're learning how to create a high ticket product. Now, notice I'm not teaching you how to do Facebook ads. I'm not showing you the funnel. I'm teaching you one thing. How to create a high ticket product and then create inbound systems that help you sell three to five of them in 90 days. This is my big idea. This is my payoff. This is what I'm doing. And I'm going to go all in. I'm going to become a specialist at this particular point. Process. Okay? That's what we're going to do. So my big idea is high ticket. Then what I do is I come down and I create what's called the perfect formula. So it all starts with this. It all starts with a problem. Okay, what problem? What problem do you solve? What one problem do you solve? See, one of the things some of you guys are watching online, when you guys go and you create your business, you believe that the only way to add value is by solving a multitude of problems. And what you don't understand is when you sold a multitude of problems, you ultimately end up solving no problems because you can't get any traction. The reason is because you're trying to communicate 7, 8, 10, 12 big ideas, and you can't afford that. The amount of money that it costs to market multiple solutions is incredibly expensive. But you believe that you have to solve multiple things because you believe that your audience is going to be bigger, right? And if your audience is bigger, then the chances of you getting a client are a little easier. And what I'm telling you, I believe it's just the opposite of that. I believe that you're not trying. You're not trying to get everybody. You only want the people who have a problem that you solve. I'm going to show it to you here in this perfect formula. So let's look at the problem. So, like, what one problem do you solve? Okay, what do you solve? Okay? And this is when. Where you've got to communicate this one problem, okay? So this is one. One problem. Once you understand what problem you solve, okay, once you understand that, then you can come down here and then you can ask yourself this question. Okay? The question is, do I have. The question is, do I have. Can I learn a skill? I'll do it this, this way. Can I learn a skill? Can I learn a system? Or do I have a superpower, okay, With a solution? Okay, Can I, Can I learn, or do I. Or can I also learn a skill, a system, or a superpower that solves that problem? Okay? So you have to ask yourself the question, what skill do I have that solves that problem? Do I have one? If not, can I go learn one? If not, can I go find somebody that has that skill and then can I hire them and outsource it? That makes sense. You have to have. Have that. Because at the end of the day, some of you guys look at people who make money in particular industries, in particular businesses, and you understand how to hack, and you're like, oh, well, that person made money, you know, shining shoes. Well, then I'm going to go make money shining shoes. But the problem is you don't know how to shine shoes. And all you're doing is you're looking at somebody else saying, well, if they made it, then I made it. And so what you're doing is you're mimicking a business practice, but you don't have the skill set to implement the practice. And you wonder why you don't get the same results as they did. The reason is, is because they said I have a skill, they understand a skill and so they know that they can solve a problem, okay? They know that they can solve it. So what one problem do you have? Can you learn or can you outsource a skill, a system or superpower to solve? Which one? How many? One. Okay? People who make a lot of money, they solve a problem. Not 38 problems, they solve a problem. Now, if you want to solve 38 problems, there's nothing wrong with that. The problem is you can't charge a lot of money for it because you're a generalist, you're not a specialist. Specialists always make more money than generalists. We'll come back to that. Okay, the third one. So once you have a problem, you figure out the solution, then you come over here and you ask yourself this question, okay? What kind of result, what kind of result can I get? What kind of result can I get for my client? So in other words, if their problem gets resolved using my solution, what result can I get them? Okay, what does it look like? This is called a result based business. What I'm trying to help you do is I'm trying to help you create a results based business in launch accelerator. If you guys were ever to go to launch accelerator, which is our a little bit lower of a coaching program. We don't do results based businesses, we do strengths based businesses. Okay? When you're first starting out, you don't have any money and you're just trying to do a little side hustle. What we do is we build you a strengths based business, a business based upon your strength so you can develop your skill, system and superpower. Okay? And there's nothing wrong with that. But if you're going to sell high ticket, you got to move from skills based business or strengths based business over to a result based business. Does this make sense? So let's look at this. A trade, okay? Trades have problem based businesses, right? You need carpet laid, you have a problem, they can come fix it. You've got a pipe leaks, you whatever. If you have a trade, you have a problems based business. Somebody has to have a problem, okay? And you can come in and you can solve that problem. Okay. When you're just starting out, you have a skills based or a solution based or a strength based business that says, okay, here's what I'm good at. Now I'm just going to go out and I'm going to do it and I'm going to attract clients. But high ticket does not. Opposite high ticket says, okay, Ross wants to create a seven figure business. Can I learn? Do I have, can I outsource a skill set that helps Ross get the result that he wants? Now, based upon this, on this process, which one of these can you charge the most amount of money for? Huh? You could charge the most for result. Okay, so problem based business. Okay? Last week, you don't know this, but two days ago my air conditioner went out in my kitchen. Do I have a problem? Yeah, I got a problem. Okay. So I called the guy and said, listen dude, asap, I need you high till it over here. I got to get my air conditioner fixed because I can't have a hot house in the middle of summer with all these people coming. Ok? So I had a problem. So what did he do? He came over, looked at my problem and he says, okay, based upon labor, based upon part parts, based upon this, you're going to pay this much money. And what did I say? I have a problem. Here it is. Okay, here it is. Problems are typically labor and part based. Okay? Strengths. Solution based is typically hourly, is based upon time. How much time does it take you to solve it? Okay, how much time? Okay, I've got a couple gals that come here and clean my house. I pay them 50 bucks an hour. They give me a bid of three hours. How much money do I pay them? 150 bucks. Why? Because they gave me an hour. What happens if it took them five hours? Then my bill's gonna go up. Right? So it's hourly base. So it fluctuates based upon how much time it takes. Okay? But results is opposite result isn't problem based, isn't solution based. So what result is, is you can charge. Okay, you can charge what? You guys, we learned this yesterday. How much can I charge? 10 to 20% of whatever the result is. So if I can help you build a one million dollar business, okay, then I can charge you 100k. Does that make sense? Okay. And so we know that results are 10 to 20%. 10 to 20% of the result is what? I can do it. So then I'm going to come up here and then I'M going to make them an offer. Okay? I'm going to make them an offer based upon the result. Okay? Does that make sense? I'm not going to make them an offer based upon my skill. I'm going to make them an offer based upon the result. Okay? Let's see if they can see green today. No. Starting to show up though. Okay. Okay. Okay. So then I'm going to make them an offer based upon the result. Okay? Now what kind of offer am I going to make them? Irresistible. A stupidly irresistible offer. So last night we talked about the offer based upon the result. Okay? Now here, here is. We're going to come then and we're going to say, okay, once I have an offer. Once I have an offer, then, and I'm sorry, this is messy. Once I have an offer, then I'm going to come here and I'm going to find out who has the problem. Okay? Who has the problem. This is supposed to be a nice pretty circle. I don't know idea what the hell that thing is, but there you go. You get the idea, right? Okay, so here you go. So this is called the perfect formula. So this morning when we put our messaging together, it really all starts with this. Okay, so what problem do you solve? Do you have? Can you learn? Can you outsource a solution to solve the problem? If so, what result can you get? Okay, once you understand that, make them an offer, 10 to 20% based upon the result you can get. And then who, whoever has the problem, they will raise their hand and you can solve it. Okay? And so I know that's really messy. It's supposed to be a nice pretty circle, but hey, it is what it is. Okay, how much did we pay for it? But how much is it worth? At least 10, right? If we 10x our investment, it's worth at least $10. Okay? Come on. How many of you would say that the training so far has been worth at least $10? Okay, that's right. We're hoping to get up to 12 today. Here we go. OK. Yeah, here we go. So do you guys understand this? You guys understand this? Okay. Did you say bring the whole thing down? Yeah. Okay, so let me save this, Let me save this here so I can. I sure can. People like, hey, dude, can you move real quick? Oh, I didn't say that. Can you get that belly out and wait, please? That'd be really helpful. Okay. You guys got it? Yeah. Who is that client? She had a client on today and I came out to say hi to her and I don't know. I don't want to call her an older lady, but she had solid white hair. Okay. And she was like, oh, you're just so cute. I'm like, you're the guy in the suit. So it's pretty funny. Okay. Hey, let me sign in real quick. Let me. I don't know how all this got. Oh, I know how it did. I know why. Because we turned the electricity off last night. I'm like, how did all this get messed up? Hang on there, folks. We got to sign in because you guys are going to want these straight screenshots. I'm going to log in so you guys can get them, okay. If you guys pay close attention, you'll see all my credentials here. Here we go. We're almost there. Okay. And see, if only Microsoft. See, Apple does everything really simple. Mico. It's a Miko soft Miko micro. Okay. And then my password. You guys want to know it? See, I have. It could be one of the three. Let's see if it's that one. Could it be? Could it be? Could it be? We'll see. It's working. Let's see if it is. Hold on while we register the device. See, there we go. Only Microsoft. You have to start from the beginning every time. Okay, There we go. Done. Okay. Signing you in. There we are. Now let me come up here and let me save this. We're going to post to teams. Bam. Come on, Radi Zimmer. Impact. Come on, General. Come on. And post. There we go. So now we'll have it. We'll be able to get this to you guys a little bit later on. There we go. Post it. Okay, you guys good? You guys good with that? Okay, so here we go. Clear canvas. Clear canvas. There we go. So that is the perfect formula. So our messaging this morning starts with a perfect formula. That's the summary. Now what I want to do is I want to get to what I believe is some of the best teachings on messaging that exists. Okay. In fact, I really want to put this in a book because I believe this is awesome. Let me tell you a little bit about this teaching that you're getting ready to get. So a couple years ago, many of you guys may know a marketer by the name of Liz Benny. Okay? Liz. She's the face of click funnels, so to speak. And I've always thought she was great. I loved her teachings and stuff. And I was trying to figure out a way to build some kind of relationship with. With her. And so we invited her to do a training in our design academy. She came in and did one. I did a podcast with her, and then I noticed that she was hosting a mastermind here in Phoenix. And so I reached out to her and said, hey, you're going to be in Phoenix. Hey, I'd love to get together with you and have a. Have a cup of coffee or something like that. And she writes back and says, hey, thanks so much. I'm going to be really surprised if this happens. She's like, everybody's wanting a little piece of me. I'm only in there for a few days. And she goes, but if I can make it happen, great, but don't hold your breath. Probably not gonna happen. Okay, no problem. So don't even think anything of it. I'm at my house one day, actually, I was actually driving Uber. This is back in the broke days. I was out driving Uber, and I get a message, a direct message from her saying, hey, what are you doing? I said, and I didn't tell her what was doing. I said, oh, not much. What are you doing? She goes, what would you think about coming and picking me up from the airport? Done. Right? Done. So I go, pull the Uber sticker off. I go and pick her up from the airport. And then Christy, her partner, was on a flight a little hour later. So we hung out and we just shot the breeze for an hour, picked up Christy and then. And I took them to dinner. And so she goes, chad, or however people from New Zealand talk, she goes, in typical Liz fashion, she goes, take a few minutes and teach me something about, like, what you do. I said, okay. So I grabbed a Napkin, and in 10 minutes, I taught her what I'm getting ready to teach you. And here was her reply. Her reply was like, that was really good. Who do you need to give credit? I said, what do you mean? She goes, well, who did you rip that off of? I was like, nobody. I was like, I just made that up. She goes, no. She goes, you read it in a book or. I was like, no, I literally just made that up. And I told her the story how I made it up. I said, actually, what happened was I'd gone on a date with a girl, and about six minutes into the date, I realized this was going to be the worst date in the history of the world. And so I just told her. Her. I was like, you know, this not really happening. And she goes, well, I googled you and I found out that you're a business coach. She goes, maybe we just spent some time talking business I said, okay. So we shifted it. We just started talking business, and the date ended. And the next morning, she calls me. Actually, it was afternoon. She calls me. She goes, hey, I hate to bug you, she goes, but I was really fascinated by your conversation last night. And I have an event for realtors coming up this afternoon, and my speaker just bailed on me. Do you think you can just come and teach speakers or teach realtors how to sell the funnels? And I was like, yeah. When? She's like, well, this was like, I don't know, whatever. She was like, five o' clock or whatever. So I'm like, okay, I got two hours. So I drive straight to the venue, and I'm sitting in the parking lot. I got about an hour before I go in. I have no idea what I'm gonna say. So I literally just grabbed my notebook and I just started writing. And I literally invented what I'm going to teach you up on the spot, because here's how I did it. This is how I want you to think, okay? This is how you come up with stuff for High Ticket. I just went to the perfect formula, which I didn't know at the time. I just went to that and said, okay, these realtors have a problem, right? What's the big problem that a realtor has? Okay, what's the biggest problem realtors have? Finding clients. Okay. They have a problem finding of clients. Then I said, okay, what's something that really bugs me about realtors? What do you think it was their marketing? Like, there's like, they give you a card and their pictures on it and then their logos on it, and then it's all about them. It's called ego marketing. Okay? And then you go to the house, and it's a big, gigantic sign of them, right? It's all them, them, them. Look at me, look at me, look at me, look at me. And I noticed that. I think somewhere along the line, they learned that marketing a realtor, you sort of got to just, it's all about you, and that's how you're going to stand out in a noisy world. And I was like, you know what? They don't really understand? And once again, I'm not a realtor, so I don't know if this is true or not. But what they don't really understand is that they've got to move from marketing themselves to marketing the client. And here's why. The reason why is. Hold on, let me finish the story and I'll come back to this. And so I went in And I came up with this little process, a little logical learning process to help realtors get results. I took it. It was such a hit. Like, people loved it. I went back and I taught it the next day in my little group coaching program. And people were like, oh, my God, that's awesome. Awesome. So I perfected it a little bit. So now fast forward at dinner with Liz and I'm like, here it is, Liz. And she goes, oh, my God, here's. And here's what she says. She says that's literally the single greatest marketing teaching I've ever, ever heard. I was like, what? She's like, really? She goes, what are you doing tomorrow? She goes, never mind. She goes, whatever you're doing tomorrow, can you cancel it? I said, okay. Why? She goes, because I have my high end mastermind. It's her ultimates. These people pay 40 grand to be a program. And she goes, we have our mastermind, Tom, and you're teaching my people that. I was like, really? And so that was the first time that I started to understand that what we're going to show you here makes a lot of sense. Okay? And it's really good. Other people have seen this and they're like, wow, wow, wow, wow, wow. Why are they saying wow has nothing to do with the teaching. It has to do with the methodology. You're getting ready to learn. So there's two principles I want you to learn. And then we're going to jump into the 12 step. If you guys are watching this online, you've got to focus. Hero. Okay, Ego. Ego. Do this verse. Hero. Okay, now what is ego? Okay, Ego. Here I'm going to try to make this bigger so the people online can see this. Okay? Ego versus hero. Okay? Ego is all about me. Ego is all about me. Hero is all about them. Okay? So when I'm doing marketing, I have a choice. Do I make it about me or do I make it about them? Do I make it about me or do I make it about them? The other day I was talking with a gal. We were trying to do some branding for her and we were coming up. Colors are pink and purple. So I want to use pink and purple. I said, can I just be a horse's rear end right now? She goes, yeah. I said, who cares what your favorite colors are? Who cares? What you want to find out is what would translate to them, right? See, so many of us are building businesses around us, and you have to realize that businesses are around them. You ego marketing. And let me make it all about me. Me Me, me, me, me. And we're like, no, no, no, no. It's all about them. Now we're going to talk tomorrow about becoming a reluctant hero. But it's all about them. So the messaging has got to be about them. Okay? So when we start this, where do you think we're going to start? Do you think we're going to start here or do you think we're going to start here? We're going to start here. Okay, so let's look at this. This is called the 12 step strategic operation process. This is the heart of Cavug coaching. Okay. Right here. Okay. Number one, by the way, for those of you who are watching online after lunch today, I'm going to give you guys an opportunity to come and be a part of Kavu, ok? So I want you to stick around for that. I'm going to talk to you about it. We're going to make a special offer right after lunch, okay? And so I want you guys to be around, be around for that. I'm going to give you a pitch, okay? Tomorrow I'm going to give you a pitch for our launch accelerator program, okay? And then Sunday I'm going to give you a pitch for our training 14 program. So you're going to get three pitches over the next three days. There's no weird scarcity, there's no weird urgency. I'm not going to put undue pressure on you, ok? Because I only want to work with people that want to work with me. Ok? So today we're going to tell you about Kavu. Tomorrow we're going to tell you about launch accelerator. And Sunday we're going to tell you about training 14. OK? You guys got it? OK. So stick around. Okay? So number one, this is the strategic operation process, okay? So number one, this is person. I'm going to do more training on this level right here than I am the rest of them because this is masterfully important. Now remember what we're trying to do, your messaging is what matters. What I'm trying to help you build right now is your messaging around H ticket. If you get your messaging right, everything else is right. Okay? Your messaging has to be right. So what I want you to do is I want you to under. Under person. I want you to come here and we're going to draw. We're going to draw some boxes. We're going to draw some boxes. Okay? We're going to draw some boxes. Let me see if I can make this happen. This is supposed to work. Okay? So what we're going to do is we're going to draw box number one. Okay. Oh, look at this. Oh, come on, people. There. Perfect. Perfect. Okay, look at that. See? Can you guys draw perfectly straight lines? Okay. Okay. Perfect. In this box. Okay. The first thing we're going to do and hopefully we can see this is. This is the who right here. Okay, who are we talking to? Okay, who are we talking to? Okay, so my target audience, my perfect client, okay. Is a speaker, a coach, a consultant, an author or an agency owner. Those are the five types of people that I typically work with that get great results. Get great results with me. Okay? So we want to call them out by name right here. Who is it you're going to work with? So messaging attracts the perfect client. Okay? So when we start with who, everything else that we're going to do designed to grab them and bring them with you. Okay? So if Ross is my perfect client, your messaging should call him out by name. I should grab him by the arm and say, come on, come on. With a little journey with me. And I should bring him through my messaging journey. And at the end of it, what is the result? He's opened up his wallet, he's pulled out his credit card and he's paid me. That make sense? And that's what want, Right? That's the point of messaging. Why have a message if it doesn't end with money, right? I mean, at the end of the day, we all want to get paid, right? But the problem is so many of us, we flip it and we start with money and we say, oh, I got to make sale. I gotta make a sale. I gotta make sale. Right? Okay, you guys can talk with Jessica Yarborough. Jessica used to be my favorite because I would always get on her and I would say, will you stop worrying about money? Stop. And Jessica will tell you I can get a little heated sometime. Okay, I said stop worrying about money. Because when you worry about money, you become desperate. You get on that phone and all you're trying to do is make a sale instead of doing this. Who's my ideal client? Okay, guys, hang on because I'm getting ready to solve your problem. Okay, so it starts with this. The next one. The next one. I hope you guys can see this. I'll go black just so you can. Okay, the next one then is not. No, I'm going to go red. Crystal. Make sure that tell me if they can see it. Okay, this is what? Oh, look at this. It even expands. What? Are you serious? Look at that. So it's what and what okay, what and why? Who are you talking to? What are they trying to do? And why are they trying to do it? Okay, this is so important now. Who, what and why? Now the what is important because when you begin creating messaging for your high ticket, you have to ask, what is it that they are trying to do? Okay? And this has got to be very practical because this is where the story comes in. You've heard of hook story offer? Well, this is the story part right here. Okay, so if I just say, hi, are you a speaker, pastor, coach, consultant and author, and you're trying to create a seven figure coaching business? Okay, does that check those two boxes off? Yes, it does. And what it does is it begins to peak curiosity. But I want to be able to dig in a little bit more. Okay, so then what we do is we go to why? Why do you want to create a seven figure coaching business? Okay, why? What's the point? Okay, why is somebody wanting to do that? And so this is where you can dive in. And the better you dive in, the more you hook them right here, the more chances are that Velcro's gonna stick one on, right? So we go back to the pediatrician and the pediatrician said, listen, I'm about ready to change your life. I said, oh, yeah. And they're gonna carry you on with the journey. So you have to understand, like, okay, who am I trying to reach? She goes, and she reaches in her bag and she goes, this is the trick. I said, what's the trick? She goes, peanut butter. She goes, these are the perfect vitamins. I was like, vitamins. She's like, yes. She goes, think about it. She goes, kids only cry when they're hungry. What are they trying to do and why are they trying to do it? Okay, Simon Sinek says, start with why. I say, no, start with who. Okay, connect with why. But most of us, if we're honest, this whole why stuff that we talk about is like, woo. And no offense, I don't wake up in the morning. Listen to me. I don't wake up in the morning and say, oh my gosh, how can I buy archer a cooler PS4? I just want to go buy a really cool car so my kids can. Kids really aren't my why. Kids are my life. But I don't exist for my kids because I only got 10 years. A lot left on this earth if I do, because I'm going to be an empty nester in 10 years. Kids aren't my why when they're tired or when they're Wet. That's it. She goes, this obviously won't fix the wet thing. But if they're hungry, it'll feed them. Okay. If they're tired, it's got caffeine in it with the chocolate, it's going to give them a little bit of boost. If their blood sugar is low, it's got sugar, sugar, sugar in it and it's got crunchy, so they're going to eat it. And so we started giving them. So she says my. Why ultimately is my legacy, like, what do I want to leave behind? What kind of impact do I want to make in this world? What do I want to do every day? You only get one shot at this thing. I don't want to go to 9 to 5. And so what I've learned is why is really about values. Okay, what do they value? Okay, to me, I value freedom, I value flexibility. Those are things that I value. So I can't go work a job. Do you know, Good God, I feel sorry for the person who's got to be my boss. Oh my God, I would hate that. I would question every. I would be to my Boss as my 15 year old is to me. I'd be like, bruh. Bruh, Right? That's exactly what I'd be to. I'd be terrible, right? Anytime she's cranky, just reach back, get five peanut minimums, give it to her, make her eat it and holy smokes, it worked. It worked. In fact, now when my kids get really cranky, they hate it now because I make up. I say go to the. I'd be awful. Okay. I couldn't imagine that, right? So in your story, get a spoon of peanut butter. I said go get a spoon of peanut butter, right? You have a protein issue. Okay. And so what I learned was kids aren't the only ones at this point. Works on. Okay, when you guys get crabby in your story as you write this, you've got to spend some time with who do you want to work with, what and why? Then the second part is this. Okay, so if we're trying to figure out what is it they're trying to do, then we have to ask ourselves, okay, what obstacles? What obstacles? God, that is so awesome. This is flexibility at its finest right here. Okay? What obstacles are keeping them from fulfilling what it is they want to do? And these are practical, simple. Don't overthink this. Okay? Don't overthink this. Simple is better. Okay? The best messaging is simple, not complex. Okay, Just what obstacles? What are three or four or five Things that are keeping them from doing it. Right. Okay. So right now an obstacle for me is Covid, right? I want 50 people in this room. I can't have 50 people in this room. Cranky. I'm like pointing at me. I was pointing at Ross. You guilty? Molly? No. Do they work? So I've learned to give you guys peanut M and Ms. Because it keeps the environment fun and it gives me a reason to give that. All right, so here go we. Okay, so we got 70 online. Okay, what obstacles? You know, other, other issues is like sometimes it's, it's money or sometimes it's time or maybe they're stuck in a 9 to 5 job. Maybe they're in a relationship with their significant other, doesn't help and is sort of ridiculing them and speaking down to them and well, like what did? Just what are the obstacles? Okay, but you really, you really want to get super practical. So don't even take the husband thing or whatever of the wife thing. Just go really practical. Like what are some problems, honestly, some obstacles that are stopping them. Minor ones. Okay. Then you're going to move and you're going to future pace them. You're going to say, okay, well hold up. Okay, what does life look like if they do what it is they want to do? So if they actually, what we're going to do is we're going to get clearer today on our message. Okay? So accomplish this. What does life look like? And you have to be able to speak high ticket products. Solve one problem. How many problems do they solve? One problem. Future to them. Okay? The reason is because you and I both sell the same product. Okay? What product do we sell? We all sell the same thing. What do we sell, Huh? I can't hear you, hun. Well, maybe you may get in prison for that, but that's a whole different thing. Okay? Yeah, yeah. What do you sell? Coaching. What do you sell? Huh? No. Hope. You sell hope. At the end of the day, you and I sell the same product. It's hope. You pay me $36,000. Why? Because you're hoping I can help you create a seven figure business, right? We also hope. Hope is futuristic, okay? They say that you can go 40 days without food, four minutes or five minutes without air. You can't go one second without hope, okay? You have to have hope. Okay? Hope floats. I always tell people, okay, you know, if you're down, okay, one problem. If you're going to become a high ticket specialist, you have to become a specialist, not a generalist who Makes more money. The general practitioner or the heart surgeon? Heart surgeon. Why? Because a heart surgeon has understood that he's going to go all in on hearts and because he's only messing around with hearts. And you stay down, you drown, right? But hope floats. Hope is what picks you up. Hope is what makes you buoyant. Okay? Hope is what gets you out of bed and the morning. And you and I sell that. This is what we sell. So what we're doing is you've got to get out of the practical here and you've got to sell some hope here. You have to paint a hopeful future. What does life look like if you do this? The nice thing is you want your future pace and your why to be connected. Then you're going to piss them off. Now you're going to piss them off this one. Then we're going to remind them of what alternative, alternative alternative vehicles they've used what alternative vehicles they've used in order to accomplish what they were hoping they could accomplish. So what else? You can charge more money. The reason is. Excuse me, I send to eat. There you go. Ah, okay. Yeah, I need the Heimlich. Now the reason why heart surgeons can charge more money is because there are a lot that they try, right? So if they were trying to lose weight, chances are they tried Jenny Craig or Weight Watchers or this or that or this shake or that shake, whatever. Okay? If they tried to make money, maybe they tried to start their own business before, maybe they've done multi level marketing, maybe they whatever got some advice from Guido, I don't know, whatever. They did something. But what alternative vehicles did they use? So what you're going to do is in your message as you write this. The reason why we're spending so much time on the person is because we all tune into the radio station wiifm, right? What's in it for me? Okay? And so you have to understand that if they're asking the question what's in it for me? You've got the responsibility then right here at the beginning to call them out and then tell them through story. Right here, this is what you're trying to do. Right here, this is what you're trying to do. And at the person, if you can figure this out right at the beginning, if you can figure it out, then life gets really easy for you. If you can't less of them. General practitioners are at diamond doesn't but there are less heart surgeons. So a heart surgeon dives deep and becomes a specialist at one one thing. Then what happens is if you have a heart issue and you go to a general practitioner, general practitioner is going to say what? Can't figure this out. If you don't know how to communicate this and you can't figure it out, then you're always going to struggle. But when you have a message that resonates with people like this, and this is just step one of 12, if you have a message that resonates with them, they lean in and they listen. So what happened? When I was at that dinner with Liz, Benny and I began communicating a message to her, she leaned in, she listened to everything that I said. And when I got her attention right there at the beginning, it elevated me as an expert. She invited me to speak at her event. Her and I have been great friends ever since. Plenty of doors have opened because of that little napkin conversation with, we had at the, at the dinner table that night. Well, this is specialist. You need to go to a specialist. Okay? And so when you become a specialist at something, I'm going to show you guys this on the board. When you become a specialist, this is what happens with your clients when you communicate and you begin speaking their language. Okay, great. Oh, sorry, my man mess today. When you become a specialist, uh, oh, can you. Something happened with your slideshow over there. Things, great, great things happen. Okay, so let me see if I can fix this. Okay, Great things happen. I don't know if I can get this or not. There we go, Person, and we'll just redraw the dot. Okay, so the first one is person. You guys with me? Yes, everybody with me. Okay, so from here, the. Then we're going to go over. From here we're going to go over to the second one, which is problem, problem. Now these problems, these are practical, practical problems. Okay, These are practical. Okay, These are simple, practical. Okay, you can just keep that on full screen for me. Okay, Practical problems. What are, what are some examples of practical problems? Okay, so I want you to think about in your. We'll fix it. Don't worry about it. Don't. Just, if you can. Just stop. Crystal, just. Crystal, just stop. Yep, just stop. Okay, now let me see if I can get my whiteboard up here, your business, what you're selling, and think about two or three practical problems that your clients may have. Okay? If you guys are watching online, I want you guys to communicate to me in the chat room, what are two or three practical problems that your audience may have that your product ultimately will solve. So what are, are some of those practical problems? Okay, who's got one Wearing too many hats. Okay, what else? It's a practical problem they have. Lack of time. Lack of time. What else? Money. What else? Knowledge. Yeah. In fact, those three are actually the only problems people ever have. People only have three problems. They have time, they have money, they have Know how? It's the only problems anybody ever has. Every other problem that you have can fit into one of those three categories. Okay, but you can't just say time, money. Hang on. Can I get my whiteboard up here? What happened? Just a second. Know how you have to figure out, okay, what kind of time problems do they have? Do they need more? Do they not have time it? Can you save it? Can you give it? Right, that's how it goes. So it's like a up, down, left, right? Okay, money. Can you make them some? Can you save them some? Right? Can you get them like you follow me, you get the idea, right? People only have time. Money, don't have problems. So you got to be able to communicate. What practical problems do people have? And this is something simple. Okay? These are simple problems. A practical problem could be I don't know how to use click funnels. A practical problem could be I don't know how to run ads, A practical problem could be terrible at English and I don't know how to write copy. A practical problem could be I don't know how to set up an llc. Those are practical problems. Little simple thing things. Okay? They're not really simple, but they're practical. Okay, there's something you can do that's practical. Now I can't figure out how to get my whiteboard up here. Here's the thing. If those problems persist, if those problems persist, what happens is then it manifests itself. Okay? And Krista, I feel like that I'm controlling your computer. The way it manifests itself is through this little thing called pain. Through a little thing called pain. Pain is money. When people have pain, they pay to get it resolved. Let me give you the example. You guys may have heard my little chiropractor story before, but a few years ago I used to have really bad back problems. Okay? I'm blessed. My back gets a little tender now, but I don't have the problems that I used to have. But I used to have really bad problems. And we were in our other house and it was a two story home. It's the reason why I'm only in a one story right now because I hate downstairs and we're in a two story home and it was late, okay, so just disconnect It, I don't know why my keyboard to my Microsoft Surface is controlling her computer, but it's controlling her computer. So just a second, we'll get this straight down here. Okay. Do you know how to do it? Just go to devices? Yeah, right there. And then at night I'm walking up to bed and right before I hit the top stair, my back went out. Have you guys ever had your back go out? Oh my God. No fun. It went out like literally to the point where this 47 year old man was in tears and I had just hit that and then hit remove. Yep, a tall bed. Okay. I just got a brand new bed and it was relatively tall and it took forever to get in bed. But I don't know about you, but I had hired somebody to help me design my room and she had purchased like 12 pillows. What's the point of that? I never understood that like you couldn't even see the bed. It was, it was just like pillow, it was like whatever. But she had personally 12 pillows and so I literally pushed a couple out of the way. I got in bed and I'm laying down and I can't move. And about 3 o' clock in the morning I had to pee and I'm like, oh my God. Like really? Come on. God, are you serious right now? And so I was trying to figure out how to get out of bed and I was so paralyzed I couldn't move. So I took all those pillows that this chick bought. There we go. Perfect. Okay, perfect. And I threw them on the ground and it made like this big gigantic landing pad. Well, give me a second here, you guys. That's so weird. This is controller. And I got myself to the point where I'm rolling and I just like boom. And I roll. I get out of bed and I'm on these pillows and I'm like, oh my gosh. And I'm telling you, it's about ready to come out. I'm like, I am not, I am not, I am not going to mess myself. So I literally like a snake are on my hands and my elbows and I got wooden floors and I'm like literally pulling myself through the room and I get myself to the bathroom. I try to pull myself up to the toilet. I ripped the toilet toilet paper thing right off the wall. I like rip it off the wall. I grab the ceramic little plate on top to try to grab it. It falls down, cracks in half. I'm like, oh my God. But I finally get on the toilet and rescue myself. On your computer? Yeah. Give Me a second brand new little tool for us. So we haven't quite figured it out, but that's okay. You guys paid a dollar. Just hang in there for us. Oh, now I got to get up, right? Everything's broken. I don't know how I'm going to get up. I reach out to grab the doorknob and I can't. I can't do it. So I start calling my kids, and they're dead to the world, okay? I'm like, yeah, I think I gave him too much melatonin that night. I have no idea. Okay, Come on, baby. So they're dead to the world, and at seven o' clock in the morning, my little Archer comes in and sees me and I am sound asleep like this. I mean, I'm out on the toilet, okay? I don't know if you've ever happened, if you've ever done that before, but when you get up, you get a big old hickey right here. I don't know if you've ever had an ass hickey before, but they do not feel good, okay? They don't. They hurt a lot, okay? And so I had a big old ass hickey. And my little son's trying to help me up. He goes gets Jada, he goes gets Olivia. And my three kids, they were little at time, they were three, five and 10. And they're trying to pull me up and they can't get me up. So they call my sister Debbie. And Debbie, Debbie comes and sees me, okay? And she's laughing her head off. I mean, she can't stop laughing. She finally gets me up and say, there's. I don't know if you guys know this, but I have a lot of patience. But I do not have patience for two things. Incompetency and technology. Like, what is going on here? Okay? Pulls me off the toilet, gets me up, and she very gingerly walks me down the stairs. Now, growing up, chiropractors were the devil, okay? We didn't believe in any there we go, there we go, we got it type of medicine or anything like that. So I never went to a chiropractor. I always heard they were evil. They mess you up or whatever. And so because of that, that I was very cynical. But my sister is like, you're going to the chiropractor. You're going. So she walks me to the car, she gets me to the chiropractor. I go in, guy gets me on the table, he takes an X ray and he comes back, and here's what he says. He goes, how are you walking right now? I was like, dude. I was like, I'm not. He goes, your back is dislocated. I was like, what? I don't know if it happened before when I fell, I have no idea. But he goes, you're back is literally dislocated. I said, dude, I said, like at 3 o' clock in the morning. Okay, so here we go. So what we're talking about is, we're talking about becoming how to use the bathroom. He goes, let me guess, he goes, you crawl to the toilet on your. On your stomach. A specialist, right? So if you're going to become a high ticket salesperson, somebody who is really good at making a lot of money, I'm going to turn this. I'm like, heck yeah. And once he told me that. What, what happened? I said, dude, just get me fixed. I brighten this down a little bit. So see if it's better for the thing. If you're going to do that, then you have stopped vetted him. Here's what happens. He told me my pain before I told him my pain and I elevated him as an expert. I stopped vetting him and I paid him money. Now listen to that. You guys need to tune into this. As a marketer, when you can communicate to people their pain before they communicate to you their pain, they assume you are an expert. They elevate you, they stop vetting you. You don't need any more testimonials. They pull out their wallet and they pay you. It happens every time. Every time. The other day we were in the studio and over on my right, your left, we've got this wall to become a specialist, okay? And we were trying to hang some curtains and I don't know if you guys know anything, but I'm relatively handy, okay? But I sort of hate it and I have no tools. Like my tools are like awful, okay? They're awful. Okay, specialist. Can you guys see that on camera? Can they see that? Can you see that on camera? Does it look okay? What did that say? Okay, can you see the camera? And I got this little like $7 drill that I think, I don't know, it was like a toy drill or whatever. You can see it. Okay, perfect. You have to become a specialist. Now here's the thing with a specialist. Had a little two foot plug on it, okay. It wasn't even wireless. It was pathetic. And we're trying to do this thing and I'm using like really, really bad stuff. And Bobby, who will be here a little bit later, Walks in and he's like, are you you doing? And I'm like, telling him. He's like, dude, I could do that in three minutes. I've been at it for three hours. Okay? So if you think you can do it. And so then he starts telling me and he's telling me what my problem is. And then he goes and he tells me, like, my frustration, why I'm having this frustration. I just sit here, dude, you do it. What did I do? He told me what was happening. He told me my frustration. So I automatically vetted him as an expert and I let him do the job. See, this is where you guys have to be in your messaging. One of the reasons why you. You're not real. What specialists do is specialists come up here and they solve clear. And you can't charge a lot of money is you're not. You don't have clarity on what you're trying to do. And you don't know how to communicate one problem. Hopefully they can see this. They solve one problem. How many problems? One problem. So what we're going to do is I'm going to show you how to create and craft this to your audience. Okay? So notice that up to this point, this is all about them. You have to be able to communicate their pain because problem your message. So as a specialist, you solve one problem because you want to be able to. Problems are do it yourself. Pain is where they'll pay. Does this make sense? Problem are, do it yourself. You're going to try to fix your own problem. It's not until it manifests itself in pain where you're willing to just open up your checkbook and pay. Okay? Just like I was trying to fix my own back, I was trying to crack it on my own. I was trying to do all of that. The pain got too much. I finally said, I need help. Does that make sense? Okay, and this is where get yourself to the point where you have very clear expectations of who you are. You've got to be able to communicate the pain. Now, these problems are not. Remember what we said is one of the big issues. One of the big issues with you and communicating your message is you don't know. You have a lack of clarity. So first, let's talk about this one problem or the pain is not practical. The pain is emotional. So I'm going to put you through what we call the perfect formula. Okay? So when you understand your one problem, you. You're going to. The pain is emotional. So what you're going to do is you're going to come over here and I want you to bullet point seven of them, ok? You're going to bullet point seven pain points. You'll see why seven later. Ok? But in your exercise today, you're going to come over here, you're going to talk about practical problems. You're going to list these, okay? Sure. But this is where the money is. Ok? So what I want you to do is I want you to list seven pain points that they have. You're going to need this a little bit later on. So this is why you're going to do that. Okay? So the first one is person. Second is problem. Third is pain. What time is it? What time we break at 11. Bring it down to what you call the big idea. Okay? The big idea. What is the big idea? What's the big idea for what you and I are doing right now? High ticket. We're learning how to create a high ticket product. Now, notice I'm not teaching you how to do Facebook ads. I'm not showing you the funnel. We'll break at 10:30 and we'll come back and then we'll take a 15 minute break at 10:30 and then we'll go 10:45 to noon. Is that okay? Okay. So person, problem, paint. I'm teaching you one thing, how to create a high ticket plan product. Ok? Now I'm going to end with this one before we take a break. Ok? Tune me in because now it's all about you. Okay? Now it's all about you. Here we go. So pain. Now we're going to come down to this level here. We're going to come down to this level here, ok? And this is position. This is position. Okay? This is position. Now the position is. So here's the person create inbound systems that help you sell three to five of them in 90 days. This is my big idea. Here's their problem, here's their pain. Now you come down to position. Now the position follows. This is my payoff, this is what I'm doing and I'm going to go all in. I'm going to become a special specialist at this particular process. Okay? That's what we're going to do is a little formula. Okay? So it starts with the personal value proposition. Okay? So we're going to. My big idea is high ticket. Then what I do is I come down and I create what's called. I'm going to try to see if I can do this little thing. So it starts with a. A see if I can make this happen. Perfect. Okay. So this is ah, perfect, perfect formula. So it all starts with this. It all starts with a problem. Okay, what problem? Beautiful. Okay, so it starts with a personal personal value proposition. Now what problem do you solve? What one problem do you solve? See one of the things some of you guys are watching online. What is the personal value proposition? The personal value proposition. If you ever come to a CAVU training or you ever come to our coaching, this is one of the first things we do. Okay, it's like this. When you guys go and you create your businesses, you believe that the only way to add value. Okay, I am, I help do learn. So that. Okay, so we come in here and we say with a personal value proposition. Hi, I'm Chad Thibodeau. I'm a business coach and launch strategist. I help speakers, pastors, coaches, consultants and authors learn how to take the idea and turn it to a business business into an audience by solving a multitude of problems. And what you don't understand is when you solve a multitude of problems made a marketing machine so that they can whatever, whatever my. So that is. Okay, you ultimately end up solving no problems because you can't get any traction. The reason is, is because you're trying to communicate. And so this is my personal value proposition. So here it starts with your personal value proposition. 7, 8, 10, 12 big ideas. And you can't afford that. The amount then it goes to credibility. The money that it costs to market multiple solutions is incredibly expensive. Credibility and authority. Okay. Credibility and authority. Okay. Credibility is what other people say about you. Okay? When Liz Benny gives me an endorsement or Russell Brunson gives me an endorsement or Dan Henry gives me endorsement, that's credibility. When my clients say watch out, is this. That's credibility. Authority is my ability to master the topic. Okay, so I'm an authority like. But you believe that you have to solve multiple things because you believe that your audience is going to be bigger. Right? And if your audience is bigger, then the chances of you getting a client are a little easier. And what I'm telling you, I believe it's just the opposite of that. I believe that you're not trying. You're not. What am I an authority on? I'm an authority on funnels. I'm a click Funnels top six designers. There's not many people in this world not trying to get everybody. You only want the people who have a problem that no funnel is better than me. There's some, but not many. I would probably be a top thousand funnel builder in the world would be My guess, okay, I'm an authority in funnels, High ticket, okay? I'm an authority in high ticket. I'm an authority in events, okay. Small events. Okay. I'm an authority in that space. Okay. Why? Because I've mastered or I'm in the process of mastering the content, okay. I don't use notes when I speak, okay. It just comes from an abundance of overflow. It comes from just doing it over and over and over again. Okay? Okay. And so this is your authority or your expertise on it? Okay. Authority is like when somebody wants you to speak on a topic, you're going to speak on what you know the best, right? And so you know when I go speak that you solve, I'm going to show it to you here in this perfect formula. So let's look at the problem. So like, what one problem do you solve? Okay. What do you solve? Okay. And this is where people invite me to do summits. And there for a while I stopped doing them because I was just getting bombarded. And I'm at the point now where I'm, okay, I think I can start doing them again. But I teach on the give method. You've got to communicate this one problem. Okay? So this is one what, one problem. Once you understand what problem you solve, okay, once you understand that, then you can come down how to give all your stuff away and get paid for it. I teach on events, the five types of events that you can turn into six figures in a weekend. I speak on, on high ticket. I speak on my seven step pointer system. I speak on launching. Right? There's five or six things that I've become an authority on. I've taught enough, I've coached enough. I'm an authority on this particular space. So what I do is when I communicate my position, I don't know what's happening here. But when I communicate my position down here. And then you can ask yourself this question. Question. Okay. The question is, ah, look at that. When I communicate my position, do I have. The question is, do I have. Okay, I'm going to start with authority or credibility? I'm going to come up with statements, okay? So I say things like this, okay, you know, hi everybody, I'm Chiata. But I'm a. Can I learn a skill? I'll do it this way. Can I learn a skill? Business coach and launch strategist. And I help speakers, pastors, coaches, co authors, take their idea and turn into business automated marketing machine. Okay? I've been privileged. Now I'm going to go to my authority and credibility statements. I've been privileged to be named by Russell Bradley Brunson as a clickfunnels top six designer. I've coached over 3200 people in 54 countries around the world. I built funnels for people like Liz, Benny, Dan Henry, Tony Robbins, Russell Brunson. Okay, I have two, two comma club awards. I have whatever, right? So I'm going to just go through some, I'm going to go through some credibility and authority statements. Can I learn a system? Right. Okay. Then I'm going to move here and then I'm going to say but. Or do I have a superpower? But. Okay, it hasn't always been that way. Okay, but the solution, okay, can I. Okay, but it hasn't always been that way. I'm going to move into can I learn or do I or can I outsource a skill? My origin story. Okay, I'm going to move into my origin story. For me, my origin story. I'm just going to give you guys my origin story. You guys okay with that? I'm trying to help you guys with this. Okay, Most of you guys have heard this before, but I'll give it to you again. August 11, 2017 was a day from hell. I remember sitting at my computer doing a little bit of work and my ex wife calls me. Now up until this point, my ex wife and I have had an incredible relationship. Good friends, we co parent incredibly well. We decided we had a crack a system or superpower that solves that problem. Okay, so you have marriage. Why give our kids a crappy post marriage? Let bygones be bygones. Careful. You have to ask yourself the question, what skill do I have that solves that problem for each other? Love each other. So when I picked up the phone and the first words out of her mouth were F you mother effer. I knew something was up. Okay, do I have one? If not, can I go learn one? If not, I'm like what in the world? Now you have to understand my mindset at this time. Not can I go find somebody that has that skill and then can I hire them and outsource. My mindset was I was stone broke. Everything I had done had been successful for my clients, had been failure for me. I was negative in my bank account and in my right pocket I had $11 cash. That's all I had to my name. And then she goes on to tell me that the one thing that we have had which we co owned a home in South Carolina. The sheriff just gave our tenants an eviction notice, give them 30 days to get out because the bank was foreclosing. That makes sense. You have to have that because at the end of the day some of you get up on our home. I said, how can that be? Like we have a third party organization that takes the money, puts the money in the bank, pays the mortgage, whatever. Guys look at people who make money in particular industries, in particular business. Well, what happened was they had not paid rent in five months and our property management company never notified us. So our mortgage was five months in the rears. And you know what happens when after the 90, this is, and you understand how to hack and you're like, oh, well that person made money, you know, shining shoes. Well then I'm going to go make money shining shoes. But the problem is you don't know how to shine days. They start the process and we weren't replying because we weren't getting the mail. It was going to them and they weren't doing anything with us. And they're letting me know that my house is being foreclosed on. You talk about a gut sucker punch. I didn't know. I was really frustrated. And then she, in closing after this swear laced tyrant that she was on because apparently it was all my fault, she reminded me that night that I, I had promised Olivia, my daughter, you guys know Olivia, that I would take her skating because they had a back to school skating party that night. Oh crap. So I go to the refrigerator, pull the little flyer down and it was. And all you're doing is you're looking at somebody else saying, well, if they made it, then I made it. And so what you're doing only five bucks. I'm like, okay, we can do this. So I said, you know, this is stupid. I said, it's been a really crappy day. The thing is you're mimicking a business practice, but you don't have the skill set. For me, lots of negative things have happened. But it's not my daughter's fault. It's not my daughter's fault. I'm going to implement the practice. And you wonder why you don't get the same results as they did. The reason is give my daughter the best daddy daughter date night ever. We're just going to go have fun. We're going to just live high on the hog and pretend like, you know, we're millionaires. So I go pick up Olivia, we take her to the skate rink and she's so excited. She's got her hair up and curl, got a little favorite purple Shirt on. Because they said, I have a skill. They understand a skill. And so then we walk in, and the lady goes, that'll be $10, please. I said, oh, no, ma'. Am. I said, the flyer says it's five. Remember, I only got 11 in my pocket. She goes, the flyer says it's five. And she goes, no, it's five for you and five for her. I said, And I put on my little Italian charm and said, oh, no, no, no, no. I won't be skating tonight. You know? She goes, oh, that doesn't matter. They know that they can solve a problem, okay? They know that they can solve it. So what one going to come in? It's $5. I was like, why? And now I'm getting a little heated. And then I literally leaned on every ounce of education I have. I'm like, I have two master's degrees, one of them in communication. Doggone, I'm winning this argument. This little girl was 16 years old. Problem do you have Have. Can you learn or can you outsource a skill, a system, or superpower? Holding a referee shirt, miniskirt and rollerblades and little pigtails. If I can't win this, something's wrong. To solve which one? How many? One. Okay. People who make a lot of money. So I used every ounce of communication and negotiation skills that I had, and dang it, money, they solve a problem, not 38 problems. They sold. I won. That's right. I won. But I wasn't happy that I won. I wasn't happy that I won. I actually felt like a loser because she actually had more money than I did. I go in, and we get my daughter's little skates, and she sees her friends that have got these little glow in the dark necklaces, and she goes, daddy, can I have one of those? I'm like, well, let's find out how much they are. Baby, we looked. They were three bucks. I'm like, heck, yeah, baby. And, man, I pulled out three bucks out of my pocket. Like, I was like, daddy, you know, Wahlberg, or whatever his name is. I start throwing that money down, and she solved a problem. Now, if you want to solve 38 problems, there's nothing wrong with that. The problem is you buy. We're going to have a great night tonight. So she gets on the skating rink, and she does, like, what most anybody else does the first time. You can't charge a lot of money for it because you're a generalist. You're not a specialist. Goes skating, and she takes a couple steps and she falls flat on her face. She starts crying. So daddy did the rest. Specialists always make more money money than generalists. We'll come back to that. Okay, the third one do. I go out there and I pick her up and I hold her. I'm like, it's going to be okay, baby. And she looks over and she sees this little girl. She's got like this little white thing. It's called a skate mate. It's like a little white walker that helps you skate. It's got this white walker with wheels on one side and like little tennis balls on the other and you can just use it to go. So once you have a problem, you figure out the solution. Then you come over here and you ask yourself this question. Kating is. She goes, daddy, can I have one? I said, well, let's find out how much you are, baby. And I went over and they were $5. I didn't have $5. And I remember standing on the skating rink literally with tears coming down her eyes and tears coming down my eyes. As a 40 something year old man, I had to look at my daughter and just admit to her that daddy was broke. I don't have the money to do that. I'm sorry, baby. Okay, what kind of result? Told the story millions of times and every time it just sort of gets me emotional because I just remembered that look in her eye and she was so kind and so gracious. It's what kind of result can I get? What kind of result? Okay, it's okay, daddy, we'll still have fun anyway. But I just remember like you're a can I get for my client. So in other words, if their problem gets resolved using screw up dude, like how did you get yourself in a position where you're 40 something years old? You're so my solution, what result can I get them? Okay, what does it look like? Broke? You can't even eat. You're taking your kids to the dollar store to buy groceries. What the hell? And I knew something, how to change. And it was at that moment that I was like, I either got to go get a job or I got to change something in my life. And so I made a decision that night to make a change the next morning. I had just gotten named a click funnels top 30 designer because I built all these funnels for clients that made all them money and I didn't make any money. And so I get on an airplane, I fly to Boise. Now when you talk about getting on airplane, an airplane, I didn't have money to get on an airplane. Okay. This is called a result based business. What I'm trying to help, but I had done isogenics about a year before and I had forgot they give me a prepaid credit card. That 500 help you do is I'm trying to help you create a results based business in launch accelerator. If you guys were ever to go to launch accelerator bucks.