Elevate Your Business Now | Discover the Core Selling Mindset

Rise and shine, it's Enespresso time! Good morning, Believe Nation, it's Evan Carmichael. My one word is believe, and I believe in you. I believe in that amazing gift you have inside you that needs to be shared with the world. So let's start the day off right together. Grab your cup of coffee and sip on today's message: enrich the lives of others. Over to you, Steve Jobs.

There's a lot of forces in life that tend to funnel us down into this institutionalized path, and where people sometimes forget that they're very unique and that they have very unique feelings and perspectives. And again, it's, you know, the whole computer industry wants to forget about the humanist side and just focus on the technology. And a lot of our industry focuses just on more is better, more megahertz and megabytes and, you know, speeds and feeds, we call it. But we think there's a whole other side to the coin, which is what do you do with these things? Can we do more than just spreadsheets and word processors? Can we help you express yourself in richer ways? In your music, in your movies, in your photography, and these kinds of things that people want to do.

I love this message, and this is essentially what's at the core of core selling. What I talk about in my book, Your One Word. It's not just about selling the features, it's not about selling the benefits, That works, but it's inefficient. The best companies in the world, the ones where you feel an affinity towards, that you love for some reason, it's because you are attached to their core message. So Steve Jobs in this video isn't talking about how fast his computer is. He's not even talking about how more quickly you can get your job done. That's features and that's benefits. Features is our computers go this fast. Benefits are it'll help you get your job done 3 times faster. Right? What he's talking about is something totally different. It's something totally on a higher level, way more powerful, that if you guys learn to bring this into your business, it's when your sales start to explode. He's talking about helping people express themselves. He's saying, "We believe in you. You are a creator. You're going to go off and make something amazing in the world. We want to help you express that." And that's what we stand for as a business, and that's what our products help you do. So now when you buy a Mac, when you're looking at Apple products, you're not just thinking, is this gonna be the fastest thing? Is this gonna help me do my job faster? No, you think, I'm a hero, I'm gonna express myself, I'm gonna create art, I'm gonna change the world, I'm gonna have a big impact. That's what you feel, at least that's the intent, right? That's what Steve Jobs is trying to portray. That's what he believes. That's the intent, is that when you pick up a Mac and you open it up and you start doing work, you're doing something important to change the world. You're doing something important to express yourself and get that thing inside out of you into the world. That's core selling. That's what it's all about. And when you can start to build that into your business, when it's not just about the products and services that you create, but what you stand for as first a human being that then you bring to your company, that's when you get loyal fans. That's when you get people buying from you without even looking at what the product or service does. Oh, you're coming up with a new product? I'm instantly interested. There are some of you who are watching these videos, who are loyal subscribers, who will watch any video that I put out because it's coming from me, because I've built up that trust, because I'm about belief, because you want to believe more. And there's the auto-like, the auto-subscribe, the auto-watch that next video. Now, if I start doing a bad job, if I start putting out anti-belief content, If I start putting out hate against somebody, maybe you start to question that. But I've become a filter for a lot of you to say, "This is going to be a good video that's going to help me in my life and in my business." And when I come up with a product, a book, a second book, then it's something that you're interested in. Where it's not about how many pages are in that book. It's not about, "Oh, does the book cost $10 or $15 or $20?" It's like, "What's the exact benefit that I'm going to get out of this book?" Those aren't the questions you're asking. Hey, like, Evan's put out this book, Top 10? I love top 10. I'm going to buy that book. Now, that's not all of you. I get that. There's a certain segment, but that's what I want for your business. I want the things that you create to have a powerful emotion across all the people who are consuming your stuff, consuming your content, reading your blog, following you on social media, buying your products and services, visiting your website. I want them to feel something. What are they feeling when they're working with your business? If you can transfer that emotion to an impact in their life, that by looking at your product or service, it makes them feel a certain way, a good way about themselves, you can transfer that emotion onto them, then by using the Mac, it makes them feel like they're expressing themselves, that by just looking at the book, it makes you feel more successful. When you get to that place, that's where you win. That's where you have a huge impact. That's where it's not just about the price anymore, and I want that so badly for you. I explain that concept of course selling in my book, Your One Word. I hope you'll check it out. But if not, just listen to Steve Jobs again, play this message back, and start to apply that concept to your business. So the question of the day today is I'm curious, what is the emotion that you are trying to transfer to your clients? What do you want people to feel when they consume something of yours? What is that feeling that you're trying to transfer over? Let me know, leave it in the comments below. I'm really curious to find out. I also want to give a quick shout out to Terry Whalen from TerryWhalen.Blogs. Terry, thank you so much for picking up a copy of my book, Your One Word, and posting that picture online. I really, really appreciate the support, man, and I hope you enjoyed the read. So thank you guys again for watching. I believe in you, and I hope you continue to believe in yourself in whatever your one word is. I'll see you again tomorrow morning for another shot of espresso. I wake up every morning, espresso keep me going.

So one of the ideas that we had a few years ago was that we would be better off with more and more people in our ecosystem. And the best way to do that is to essentially help entrepreneurs be successful. That doesn't mean they're captive to us. They're still going to use competitor products and competitor ad systems and competitor platforms. But it seems one of the things that people don't understand when they view business is they assume that business is, how to describe it, it's a zero-sum game, that if Company A wins, Company B loses. I'll tell you that when Yahoo was young and Terry Semel was running it, whenever he and his company would win a deal, I would call him to congratulate him, and whenever we would win a deal, he would call me to congratulate me. Now, by the way, we were tough competitors. Why would we do that? Because we both understood that we were building a larger market. So you can understand our goal as philanthropic, you can understand it as making the world a better place, but you can also understand it as self-interested in that building more people who understand the concepts of network computing and platforms and so forth benefits everyone, including Google.

Let me give you the one word secret to happiness. One word.

This is all you need to be happy.

The most important word ever.

If you had to think of one word word that's most important to you or that sums you up or that would be kind of like a little beacon?

Hey, Believe Nation! If you want to know what the most important one word is for Tony Robbins, Gary Vaynerchuk, Oprah Winfrey, will.i.am, and Howard Schultz, I have a very special secret video for you. Check the description for details.