Protagonist. Not Coach. (My Most Profitable Post)

I posted maybe 60,000 times. Today we're going to be discussing the most profitable post and why this thing works. So if you go to my Twitter and you go to my pinned tweet, it's this one right here. It's the plan to make $100K a month profit with 3 hours a day. And there I lay out the goal, uh, what are my rules for getting there, as in I'm gonna— like, I'm not gonna do show business, I'm gonna do business, I'm not gonna do maybes, that kind of stuff. right? And like my method for getting there. This one has made me the most money, both directly and indirectly. I want to explain to you why it works. I believe like there's two types of people who are selling coaching and consulting. There's people who are coaches and there's people who are protagonists. And I'd like you to be a protagonist, and I'll explain to you why this matters. But the best way to explain it to you is by looking at this excerpt of a video that's gonna make sense. So I don't know if you've watched House of Cards, but basically this guy's the bad guy, right? And the protagonist too, but he does a lot of hideous stuff. But still, like, we're still along there for the ride because, like, the cool thing about this guy is he always makes decisions. He always, like, whatever he does, he's decisive and he's just confident in the things he does, and he explains to you why. Like, we, we tune into that kind of stuff and This could be very powerful for your own brand. When I saw this, it changed my life, really.

You don't actually need me to stand for anything. You just need me to stand, to be the strong man, the man of action. My God, you're addicted to action and slogans. It doesn't matter what I say. It doesn't matter what I do, just as long as I'm doing something. You're happy to be along for the ride. And frankly, I don't blame you. With all the foolishness and indecision in your lives, why not a man like me? I don't apologize. In the end, I don't care whether you love me or you hate me, just as long as I win. The deck is stacked. The rules are rigged. Welcome to the death of the age of reason. There is no right or wrong, not anymore. There's only being in and then being out.

The part that is worth paying attention to is when he says, with all the foolishness and indecision in your lives, why not a man like me? This matters because people are very hesitant to make decisions and to make moves. When you present yourself not as a coach who's trying to sell something, but but as a protagonist that's decisive and makes decisions, that makes you extremely attractive and makes it much more easier to sell your coaching. The nuance will be cashed when I go over the differences in how both approach social media. So for example, a coach kind of goes in circles, or like he's just kind of just, he just exists, he's just there, right? He's just selling stuff. Whereas a protagonist, he has a plan. Like I'm going to get their, like there. These are my rules and these are the stakes. When I posted that I'm planning to get to $100K a month profit, I, you know, it's high, high risk, high reward because it's, if I don't get it, well then, you know, I look like a fool, right? Like I lose, like the consequences are not as big. You can always like rebrand something, right? In fact, I've thought about it as in like, if I don't get to $100K a month, I'll say, hey guys, look what a fucking failure, right? I didn't get to $100K a month. I only got to $84K a month. What a loser, right? So it's like the rules are not like— the stakes are not that big, but still the fact that you're willing to make them and that you're willing to look like a fool, that gives you power. Because while others don't risk anything, at least you're there. You give them something to tune into. While others are just selling, you are selling already, but the storefront is different. The storefront is, this is my journey, right? This is what's happening. This is the story you can tune into. Like, We all watch Rocky 1. Maybe you watch Rocky 1. If not, we'll highly recommend it. But Rocky lost the first fight, yet we still watch Rocky 2, right? And we still got in, fell in love with Rocky because at least he tried. At least he had some stakes to fall, right? At least there were some risks. So when you present yourself as a protagonist, not as a, as a coach, then it's, it's more interesting, right? Another one to note here is that a coach treat treats stuff like Instagram, right? It's my stories and my hooks and whatever. A protagonist treats stuff like Netflix. I don't, like personally, I'm not like my top 10 threads and stuff, like I'm not interested in just getting like all the views. I'm more interested in treating it like a journey, right? So you will see me talking a lot about like, this is the season I am in. This is the updates on the journey. These are the L's, these are the wins. And when you treat them more like Netflix and not so much like Instagram, people just have to pay attention because like you're so much more interesting than the guy telling you like, "Hey, top 10 hooks you gotta try," right? Another reframe is a coach gets involved in a monologue. It's just him talking, right? Whereas the protagonist has a supporting cast. For example, you hear me talking about the Ukrainian, you hear me talking about Abuelita, right? You hear me talking about my brother, about my mom, about my dad, and how like these are all like This is my supporting cast, right? Like if you watch The Office, like we know not just about Michael, but we know that, okay, so Pam and Jim, they kind of like each other, but they're like, they never really make the move and then they make the move, right? It's interesting when you provide a supporting cast of people around you, it gives you depth. It gives your show, it gives like the show you're a protagonist of something that it creates this world and it makes you very sticky. A coach is kind of just like, I didn't know how to say it, but he just kind of like floats, right? He's just, he's just there and it's like he's not part of a story. He's not doing anything. He's just kind of just like selling, selling, selling, right? If any, like the most thing he'll do is he'll take a picture at the beach, right? And that's like his lifestyle picture. Whereas a protagonist is clear on the seasons that he's in. Like I'm finishing this season of $100K a month profit. Will I get there or not? Who knows, right? But at least it's a season, right? I don't know if the main character wins at the end or loses, but it doesn't really matter, right? Because you gave people something to— it's just a story. Like, people fell in love with it at the point. Like, the best episodes of the season— like, the last episode of the season is not as interesting as all the episodes that led up to the last episode of the season. So when you treat your life as in seasons and you're clear on this is what I'm doing now and this is what I'm doing next, even though you may change your mind later, at least it's interesting, right? And it gets people to like tune in and listen to you. Coach has manufactured consequences, as in like X spots left, right? Or like it's ending tomorrow, but it's like, it doesn't have depth, right? Whereas the protagonist has real consequences. I've stated that when I get to $100K profit, things go private only, right? When I get to this number, things are going away. The real consequences are what makes people tune in. And I'm trying really hard not to spoil any shows, but in one of the shows that I mentioned, a really big character leaves, right? And because we know and we knew that he was gonna leave, we became so much more in love with them, right? When you take yourself away from the equation and there's real consequences, you make people listen. A coach rebrands, right? It's like, hey guys, like, I'm doing something new, and there's almost like some sort of shame associated to it. Whereas a protagonist just has character development. I feel like I learned this, this is what's next, right? So you get a pass for anything you do. It's good, bad, like contradicting yourself or not contradicting yourself, it doesn't really matter because it's your story, right? You don't owe them anything. It's, it's you and you going through your journey. If anything, it's a plot twist. Right, which makes them more interested in you. I had a friend that he did trading, like he had a huge TikTok trading account, and then one day he just rebranded to Airbnb, and he thought he was going to lose his audience, but in reality they stuck with him because it was not a, it was not a rebranding, it was not that he wasn't relevant anymore, it was just a plot twist, right? They fell in love with him, not with this trend. They fell in love with them because he treated this stuff like a protagonist, not as a coach. A coach is always static, right? You, you see him always like in four walls and that's it, right? Whereas the protagonist is in motion. Like right now I'm in Guate, right? And then I show a picture of my dad and I working out, and then I'm gonna go with my friends and we're gonna do stuff, right? And then I'm getting married to the Ukrainian. So like I'm always in motion, physical motion. And it could be not just like travel, it could be just, just touch grass, go outside, be moving. right? If there's two objects, we're always going to be paying more attention to the object that moves, right? The human eye can't help but pay attention to it. So if you are moving, you're like in actual physical motion, it makes people, it makes people look, it attracts the attention that other people wish they got with like their viral hooks and stuff. A coach sells products as in like, hey, take this, take that, do that. Whereas a coach, a protagonist sees it like differently. He sells decisiveness, right? With all the foolishness and indecision in their lives, why not a person like you, right? So when you're decisive and you're like, this is what I'm doing, this is what, like, where I'm going, this is closing, I'm taking this down, it makes it— people just gotta admire that, right? People just admire it because at least you made a call, right? Like, it's kind of like when you're trying to cross the street, right? You don't know if you should cross or not, but then one guy crosses and then everybody crosses, right? You can be the guy that crosses first. And then, you know, people just pay more attention to it. I think Emerson said it is, when we don't like make decisions, we see our own genius reflected in somebody else and we take it with a little bit of shame, right? We're like, oh man, at least this guy did it, right? At least this guy tried it and we respect that. Instagram and Netflix and a coach, like he just doesn't end, he's like infinite and because there's no consequences and he's always there, he's always kind, he's always available. People stop respecting him as much, or they stop paying attention because they're like, oh yeah, if I don't act today, you know, Joe, Jared, JK, they're gonna be there tomorrow, so it doesn't really matter, right? Whereas the protagonist has seasons, right? And if you are— if you don't dance to the tune of that season, you're out of the party, right? Like, you're not in— you're not invited to it because something else is going to happen. This guy is always in motion. And because he's always in motion, you pay more attention because there is a chance you won't catch him. So it's a, it's a good reframe to have, not as a coach but as a protagonist. See yourself not so much on Instagram but as Netflix. You're updating people on the, on the path that you have. There's real consequences, there's a supporting cast, there's seasons. And when you take that decision and you like, you bring the main character energy, it's still so much more than Hey, stop and get 5 hooks that are gonna 10x your views, right? Like, it's, it's— you're just not playing the same game. You're playing a way better game. So yeah, this reframe was one that served me really well. Hopefully it'll serve you as well.