How To Maximize Social Media To Grow Your Business & Influence | Joe Polish

Social media changed my life, but I did it in an organic way. You know, there's ways you can do it. You can game the system. You can pay with the algorithm these days. How many are you guys are frustrated with the algorithm? That's changed all the time, Right? Well, I want to teach you some things today where you can beat the algorithm, but it takes you being who you are as a person. And I wish I had longer to talk up here, but I don't. But I want to. I want you to understand this first and foremost by getting this, you're enough. And realize that your gift is you.

All right?

You don't have to game the system. You don't have to fake it till you make it, but you can build something organic.

Okay, whose list is this? These are just all I have to do this week for my company. Right. I mean, it's all there, and we've got checklists. We're doing it, right. Confused, overwhelmed, raise your hand. There's a lot out there. What the heck do we do with all this? My question for you is, do you want to be effective, or do you want to be cute? Do you want to be effective, or do you want to be cute? Now, this is Max. Max is my nephew. Max is cute. This is Max's 9th birthday party. You'll see the Darth Vader helmet, full embracing technology. You'll see the hammer of Thor, and you'll see the Captain America shield. Max wants it all. Kind of like us in the room with our social media marketing. Now, the thing you don't see in this picture is, unfortunately, Max also had the Hulk gloves. But the Hulk gloves were so big, he couldn't put on the Hulk gloves and carry the hammer of Thor and the super American shield. So even Max, who wasn't able to do it all, but to this, Max wasn't being effective. Max was being cute. A lot of us are doing that. In the book essentialism by Greg McCune, the word priority came into the English language in the 1400s. It was singular. And the thing about this quote is, basically the idea of priorities is a new concept. We used to have a priority. Now we have priorities. That's part of our problem. And then, of course, this whole idea, this whole concept is better summed up with the one thing. Multitasking is a lie. We want to be all things to all people. We want to be Max. And it's not working. So there are six categories online in the areas of social media that you want to deal with, you will get a handout don't worry about that. We're going to go over the big six. Number one is Facebook. Facebook? Why? Your audience is already there. How do I find my audience online? They're on Facebook. Two billion people on Facebook. The what is? You can either buy their attention or you can earn their attention. Bam. You got your audience. That's why you do Facebook.

Who?

Anne Lamott. Anne Lamott, author. Who's ever read Bird by Bird, the essential book on writing. Anne Lamott. When you think about a writer on the Internet, you think she has to have a blog, she has to have a newsletter, she has to have a podcast. Anne does Facebook and Ann only does Facebook. Anne also was on TED this week and she now talks about her friend, her BFF Elon Musk. She's absolutely killing it on Facebook. If you want to make a Facebook marketer mad, show them Ann's numbers. YouTube. Why do we do YouTube? Because we don't tell. Now we show sales letters are now video sales letters. Here's the deal. YouTube's the new search. You go to Google and you buy search, you're going to buy YouTube. You're not going to buy keywords anymore. The squatty potty. Who's seen the squatty potty video? You don't need to go to the website, you don't need to do social media, you don't need to do anything. You just need to see the squatty potty video. Because YouTube has absolutely killed it. The podcast. Why? Intimate spam free conversations away from the distractions. When they're there in front of their computer, they got 47 tabs open, things are beeping. Different things are happening. When it's a podcast, they take you for a car ride, they take you for a run, they spend time with you while they're exercising, making the meal. That's why we podcast. You let them take you with them. That's the power of the podcast. Who? Joe Polish does it. I love marketing. Every day. Joe Polish, the I love marketing guy, you know, Oh, I listen to this. I listen to this. I listen to this. Joe Polish took me with him. That's why we do podcasts. And the web is definitely part. The web is a huge part of social media. Why? Because you control the experience. This is huge, man. You're on Facebook, you're in Zucks territory, you know, you're a podcast. You gotta play by itunes rules on the website, you control the experience. This is tremendous. Better odds when you have a single choice. Amazon. Who follows Amazon on Twitter? Who does the Amazon Podcast. Who watches the Amazon YouTube videos? None of us. Why? Because Amazon's killing it on the web. List building. List building is very, very important.

Why?

You could push as many messages as you want. They can visit your website once, they can visit your store once. But once they sign the loyalty card, now, we can start getting them messages, as many messages as we want. And here's the deal. Joe asked how many people are on social media, how many people are on email? Everybody in the room. How many people are on phone? Everybody in the room. This is why list building is the most important social, the biggest social network out there. Mike Koenigs. Mike is a dear friend, past co worker, collaborator. Yet every time I get an email from Mike, Mike, I still want to buy something from him. You know, who's like that? You know, Mike can give it to you for free here in this room, be it. Mike's emails are so good and Mike's follow up is so good. That's why we do that. And then of course, there's Platform X. Paul, what about somebody brought up Instagram? What about Snapchat? What about new Platform X? There are a lot of Platform X's out here. And although they might not have the numbers of other people, the thing about Platform X that's really, really important is certain platforms own certain audiences. You want millennials, you get on Snapchat. You want workout people, people in the bodybuilding world. You go to Instagram, you leverage their work for your message. They've already collected everybody. Zuck has collected the world. Nice job. Leverage that. But when you go to Platform X, leverage their work to get out your message. Adee, I've never met her yet. She's a genius network member. I've done a little bit of work for her. She is killing it. If you go to instagram.com workingagainstgravity she's killing it. Most of their sales come from Instagram. It's absolutely amazing. She's doing phenomenally well. Instagram. So those are the big six. If you go to paulcolligan.com deck I've got a link to the six. I've got a link to a bunch of other things. I will show this link again. Don't worry about it. But I just want to put this up there. Now. Most of us want to do it all. Oh, man, I saw all six of those things. I want to control the experience and I want to show videos on YouTube and I want to do Facebook and I want to do what Adee is doing on Instagram. Here's the problem. We try to do it all. What happens when we try to do it all? We fail.

Okay?

Most of us think the strategy is all, but what ends up happening is, you know, we got the mentality of a nine year old boy and he's cute and he's cool and I go hiking with Max and man, when Batman, Lego movie came out, I took Max. That's what a good uncle does. But Max isn't a good Internet marketer. Now Max, funny enough, does have a YouTube channel. Don't be Max. Promise me, raise your right hand. I will not be Max. Okay, so head and shoulders dating myself a little bit. Remember this commercial? You never have a second chance to make a first impression. This is what we're doing online these days. We got one chance. We confuse people into paralysis. We get messages like this. Don't forget to subscribe to my podcast so you can learn to come to my website to watch my Instagram feed, to comment and share with your friends so I can get your email address to be sure that you're on Facebook so I can tell you about my YouTube videos.

Right?

We try this. It's absolutely ridiculous. Okay, let's stop doing that. What do we do? Stop being Max. Solution. What's the solution? Because I can hang up. Give me a five minute talk if you don't want the solution. Yeah, we want a solution. So the thing you have to ask yourself is, which of the big six is the first? And you put that at the top of the deck. Think of each one of these terms as a card. What's on top? Put that on the top of the deck. Effective, not cool. Now you might throw something out. You might realize, you know what? I don't need Platform X. I don't need YouTube. I don't need this. There are people who do more. And the Mott doesn't need anything but Facebook. So in this deck process, you might actually throw out a couple of these. Then the other cards are below. It's not a table where you have all your cards on the same table. It's a deck of cards. It's a stack of cards. The ones below serve the other cards. List building first. Is that the top of your list? Then social builds your list. YouTube first. Then don't tell people to go to Facebook to watch your videos. If you want visits to your site, you don't want likes from Instagram. You want clicks from Instagram. Okay, everybody open your envelopes. Underneath the coffee cup mug on this, everybody has an envelope. Guess what? You've got the six cards. Okay, you can stack your deck right now. I want you to grab this, pick what's on top, maybe throw one out. I want you to order your deck. You want to see some deck ordering in action? Who wants to see some deck ordering in action? Platform X at the top. Supermarket talk, Our own Noah. See, he was doing podcasts, he was doing YouTube, but he was doing it because it was cool. But you know what's happened over the last couple days? He's realized that Supermarket Talk and these videos are about bringing people into the store, and he's changing things to make that happen. Alison list building at the top. Alison has a fabulous show. Look at this. 46,000 views of the show, this episode. She's killing it. But the thing was, the show was standing by itself. Now in the show, she says, download my free worksheet. She's now changed her show to a list building tool because list building is at the top of the deck. What's at the top of the deck? You put the web at the top. You know what happens? You get this. I love marketing. Episode 249. When I think of I love marketing, I think of how to use the vasper machine so I can experience optimal health and superior function. I mean, right? That is the epitome of marketing, right? You do that over and over again. You rinse and repeat. I just passed my 10 minutes. So here's the deal. Instead of clapping, I want you to figure out the cards. Pick your number one, put that at the top of the deck. And promise me tonight before you go to bed, you order your stack. Thank you.

Hey, I hope you're enjoying this video. And I want to let you know that I have a new book that's come out and if you'd like to get it absolutely free, there's a link below in the description. Or you can wait till the end of this video, or you can Simply go to joesfreebook.com and you can get a copy there.

Social networks are the only place because you've got people. What social networks really are is they're the plumbing of word of mouth in our society. You literally have the ability to take a picture, put it on a social network that you only have 30 fans on, and if it's right, you can have 80 fans after it. And to me, that is very important. Listen, the reason I gravitate so much to this is my dad gave me no money in marketing to build winelibrary.com. i did ghetto stuff. I made printed flyers and handed Them out at the store. It was all hacking and which is the term they use now, but that's what it was. It was just like kind of figuring it out. I love the idea that if you're good enough with Photoshop to make an infographic and post it on Pinterest and you get the one right person to repin it, you go into full virality. And to me, that's why I wanted to teach everybody the best at bat. For the small business people that are listening, listen, you've got your time and you've got to learn it. And the problem is it takes a lot of time. And so what I tell small business people who we don't consult for my company, but I do in general, just through Twitter and trying to help peeps is you've got to sleep less and you've got to actually do it. It's like if I wrote a book on getting muscles. All this book is, is the same thing as an exercise book that tells you exactly, with no hyperbole, how to get muscles. But you actually have to do the push ups and the sit ups.

Yeah.

And so what they have to do is sleep less. I mean, this is the thing that pisses me off, John. I don't know if you people send me these long emails of like, my life's over and they want to help and I have no time, but I get so I'm sappy and I'm like, fine, what? And then I ask them a question like, what time do you go to sleep? 11. And I'm like, you're writing me an email about the death of your life and you go to sleep at 11, you go to sleep at 2 in the morning. Right. Like I don't have time to build this other business and I have to pay my rent or my student loans. Right. And they play Xbox for an hour.

Right.

Like play Xbox when you're comfortable. And so I think the work life balance thing is really fascinating to me. And so from a small business standpoint, the reason I'm painting that extreme of a picture is I think most small businesses do a lot of dumb shit that doesn't bring them value. If they audit what they do and cut the bottom 25% and apply it to storytelling where customers actually now are. I think they have a better chance of succeeding.

Yeah, yeah. I mean, completely. Well, going back to your point about the person, I mean, do you think some people are just born to just not make it? Some people have the juice and others don't. I mean, use that Term the juice. I mean, you certainly are a guy who has the drive. You are charged. I mean, some people are batteries not included. I mean, what do you say about that?

I think that that's true and I think that everybody who's watching needs to stop complaining. Let me explain. I don't want to complain about my workaholic aspects. I don't want to text or tweet. You're never going to see a tweet from me saying I'm tired. This is what I've chose to do and this is what I'm executing on. And so I have all these friends that are highly successful and they're working, they're really working. It's not automated. I see them, I saw a bunch of them in SF where a lot of them happen to be a couple days ago. First words of their mouth, I'm tired not spending enough time with my kids. I'm like, so spend more time with them. So I equally don't want to complain of my lack of time with my kids or too much work or all these flights in the same way where people are complaining that they don't have big businesses yet they have tremendous work life balance. They're on the bowling team, they see their kids all the time. They're at the bar with their buddies all the time. They've seen every college fucking football game for the last three years. I mean, they've got work life balance. So what I think is some people are more driven and I think some people are less driven. And I think people need to really become self aware and not complain about the grass being greener on the other side. That to me is what bothers me. I don't mind. Listen, I have friends that are. I have 50 friends on the top 500 on Forbes and I've got 50 friends that I went to high school with and college with that make less than $70,000 a year. And I'm telling you right now, straight up, mix them all together. Who are the ten happiest? Five and five.

Yeah, yeah, totally.

And so, you know, I don't judge anybody else. I just don't like complaining.

Well, you know, my friend Dan Sullivan says you can create or you can complain, but you can't do both.

You know, I just hate it. Yeah, I don't know if it's the Eastern European thing. It was like so unacceptable in my household. I don't know if I was formed for.

Well, I mean, I like to rant and so do you.

Oh, I love to rant and bust Chops and, like, compete. I love to compete. But, like, people saying, like, you know, like, people think things are luck, Luck. Like, yes, I definitely believe there's serendipity, but, like, how do you not understand that? Of course you're gonna get luckier if you take 800 at bats instead of 32.

Right?

Right.

How you guys doing? You good?

Good.

Y' all can do better than that. If you good, say, oh, yeah. Oh, yeah. All right, listen, real quick. One of the things that, you know, I believe in is connecting with people, period. You know, social media. Anybody on social media in here?

Right?

All of us. Social media changed my life, but I did it in an organic way. You know, there's ways you can do it. You can game the system. You can pay with the algorithm. These days, how many of you guys are frustrated with the algorithm that's changed all the time?

Right?

Well, I want to teach you some things today where you can beat the algorithm, but it takes you being who you are as a person. And I wish I had longer to talk up here, but I don't. But I want you to understand this first and foremost before I get into this. You're enough. And realize that your gift is you.

All right?

You don't have to game the system. You don't have to fake it till you make it, but you can build something organic.

Okay?

So the first thing I want to talk about that helped me is create community. Okay? Create community. Turn the numbers into a name. What does that mean? It's a lot of likes on Facebook. I have a lot of likes. Those things are great. But one thing that I have, I have a community, a lifestyle. It's called rehab time. Right, Rehabbers. So give your community a name. Don't just have them as numbers. Don't just have them as likes, supporters. Like, it's great that they support you. It's good that they buy from you. I get it. But at the end of the day, they provide your lifestyle, they provide your living. I know a lot of us, we have funnels. That's good. But when those people come into those funnels, make those people your family. Because when somebody feels a part of something, I promise you, I promise you this, they will take your company, they will take your business, they will take to the next level because they support you. The reason I'm here today, I get to speak across the world is because of people that support, I don't know 6 million people at all. I maybe know 600 people, if that. But those people take my messages and spread it to the world, okay? So create community. If you got that, say, oh, yeah, all right? Don't say it if you don't mean it. All right? The next thing is create content. And not just any type of content. I'm talking about dope content. All right? Dope content, awesome content, incredible content. And that content has to come from you. I'm not telling you not to be inspired by people because we're all. We're humans that are inspired by a lot of things. But don't be so inspired that you become the next whoever your gift is. You. So understand your magnet, okay? Understand what draws people to you. Understand why people follow you. And the best way to do this is ask questions. I ask my rehabbers all the time. Why do you follow me? Why do you come to my events? Why do you connect with me? What is it about me that helps you connect with me? Understand that. So ask them. Ask your social media followers. What is it about me that makes you connect with me? All right? So understand your magnet. Understand that you're enough in that and be yourself. Because your most powerful gift is you. Period. And I promise you, when you be you, you will seep through me. I. I have tattoos and dreads. I don't look like a speaker at all just to be real with you, but that's who I am. And being that, and people feel that realness will. Realness will seep through. Realness will impact. Realness will connect. So be real, okay? If you got that, say, oh, yeah.

Oh, yeah, man.

Speak in 10 minutes. Is submit two hours. Trying to cram this all in. All right? Number three. Create connection. Okay? Create connection. Genuine connection. Don't be a robot, okay? When you're a human and what I mean by that, I see a lot of pages that are just robots, okay? I understand you might have people work for you. I understand you might have busy schedules, but connect with the people who follow you. Go into their comments, respond, all right? Don't just post something and just get off of it. Connect with those people. Make yourself available. Humanize your brand. Humanize your page. One thing that I do, you can catch me out here all the time, hiking, camelback. I did it this morning. I'm probably super sore right now. But one thing that I do is I invite people to come out, right? I'm not bigger than the world. Even though I have all these likes and followers, I'm not bigger than the world. So connect with your people. Humanize. Because when they feel cared about, like I said before, they will go hard for you. So get into your comment box, answer messages, respond back to those people. Because like I said before, those people provide your living. So care about those people. I even give out my phone number sometimes. Not my real one, but I call people and talk to people. You have to have that genuineness about you. If it really means that, okay, it's awesome to be business minded, I get it. But I'm going to tell you right now, you will impact lives on a whole nother level when you operate more from here than from here. All right? If you got that, say, oh yeah, the fourth thing, create conversation. All right? In the world of social media, you know, I get it, we have to spend money these days with Facebook and Instagram, they make you spend all the money in the world. But engagement is king. Engagement on your post, engage with people. Matter of fact, one thing that I want you guys to do, not just on your post, go to somebody who follows you. Go to somebody who supports you and go comment on their post. Go like their things, like get outside yourself a bit. Because I'm telling you, when somebody sees that you respond to them, you got them forever. When somebody sees that, you actually care and you are human and not a robot, you have them forever. I wish I could show a screenshot right now. I can't believe that you responded to me. I can't believe it is actually you. And I'm like, yeah, of course. I'm human, just like you. So I challenge you guys to go respond to the people who follow you. And if you want to use a strategy, go to people who are influencers, pages, people with a lot of followers, and go comment on their stuff. Okay? If you got there, say, oh yeah. The next thing that you have to do, it's all Cs. Make it easy for you guys to remember, is to create consistency. Consistency, that's the biggest thing with social media. I've been doing this for eight years. Eight years. I take some days off. I'm not on there 24, 7. I'm not that person. I'm on there. I'm not on there a lot, honestly. I post, but I'm very consistent. Consistency will bring you to a place of greatness. All of you know that because you're in here today. When you're consistent, you become reliable. When you're reliable, you become trustworthy. You can't take time off with social media. I did that one time. I took two months off and my reach went all the way down. So try to do it every single day. You don't have to post three times a day or four times a day. I post one time a day, if that, maybe one time every other day. And I keep that engagement up. All right, so consistency make them want to answer the phone. You're probably like, trent, what are you talking about? Let me ask you guys something. Does anybody in here. I already know the answer. I'm just asking you anyway, just for crowd participation. But have you ever had somebody that calls your phone and like, you love when they call your phone, you automatically answer, say, oh, yeah. If you feel that, right? Like they got good information, good energy, good vibes, all those things, jokes. And you pick up that phone, right? Then let me ask you this. Do you have another person that. That calls your phone? I hope there's nobody in here. Okay? You might be giving something away that calls your phone and, like, you don't know what you're gonna get. Sometimes the energy is bad. Sometimes the energy is good. Sometimes they bring drama. Sometimes they bring, you know, good vibes to your life. Say, oh, yeah. If you have those type of people, right? And then you have the third type of person, the person that you're not answering the phone for, right? You probably got them on the block list because you know that it's bad energy. And to be real with you, we probably all been that person, right? We probably all have been that person, right? Okay. You don't have to pretend like you're perfect. Nobody's perfect in here. We all been that person. And the reason I say this is to put this into context with social media, make them want to answer the phone. And the only way somebody's going to answer the phone for you is that when they know when you're calling, you have great information that you're there to impact. So what's answering the phone when you go live? Are they gonna answer the phone? Are they gonna come watch you? I'm not bragging about myself. Cause if you know me, I'm humble. I can care less about numbers. I care about impact. But when I go live on a bad day, 3,000 people will tune in. When I just press live on a good day, maybe 9,000 people on Facebook will tune in. Why is that? Because over time, with consistency, they know when I get on that phone, I'm going to give them some type of value, some type of worth, some type of good energy, something they can take with their life and grow their life. Has anybody in here ever had. You remember back in the day when you had, like, the three way, right? Y' all remember that right. I'm 33. So we remember that, right? Three way. So what happens on three way? Somebody calls you and has great information or maybe a joke. You're like, hold on, let me bring this person on, right? Let me call such and such. Let me bring them on, right? Because I want them to hear from you. The share button. The share button is your three way. When you go live, when you post, when people share your stuff, they're three waying you into other people. They're introducing you to a whole other world that might not know you. They introduce you to a whole nother world that might be your biggest supporters. So understand that when you're building this social media, be organic, be real, be yourself. Because I'm telling you right now, your personality will sell more than anything else. You can fake it till you make it. Those things wear off, facades wear off, masks fall off. People don't wear masks just on Halloween. So be who you are, because I promise you the how will reveal itself. But think about the why. And I know you got a lot of why's, but remind yourself of the why. Every single day, people say, trent, how do you do this? How do you do that? How did you get here? I want to get to 6 million likes. I said, you're asking the wrong question. What's your why? What's your purpose? Because when you figure that out, I promise you, the journey will always reveal the how. Okay? So I want you guys to apply these steps tonight. Maybe just one. Create that community, create that lifestyle. And make sure, when you make a call, make sure you have powerful information. Make sure you have realness, authenticity, all those things. And make sure that they answer the phone when you call. If y' all got that, say, oh, yeah. Say, oh, yeah. Say, oh, yeah. Thank you, guys. I appreciate you.

I will never forget January 5, 2005. At this point, dad had renal kidney failure, which meant that he had to go to the hospital three times a week, four hours each time to be strapped to a dialysis machine just to stay alive. Our routine was the same. We'd wake up, have breakfast. I'd take dad to the hospital, he'd go on the machines. Four hours later, I'd take him home. Dad would go into his bedroom and take a nap because he was exhausted. And then I would go into the adjacent room, which was my office, where I'd sit down at my IKEA corner corner desk. Birch, black legs. How many people have owned an IKEA desk before? Everyone. It's like when you have an ailing parent, you have this little bit of a sixth sense about when something is not right. So here I am, working and doing my thing, and out of the corner of my ear I hear the slightest of. So I get out of my desk, I smash my knees against it, I go over to the other room. Dad. To which there was no response. Dad. And that's when I realized something was wrong. So I did what we're all taught to do when something goes wrong. You pick up the phone and you dial three numbers. 9, 1, 1. What felt like hours. Must have only been just a few minutes. The paramedics came, they ran some tests, they kind of feeled them out. And they said, we gotta go to the hospital.

They.

They take dad, they throw him in the ambulance, and they're off. I'm following suit in my car, breaking every traffic violation known to man. I finally get to the hospital, and as I'm there, dad is not even triaged yet. They left him on the stretcher in the fucking hallway. So I throw up a fit. Finally, they get dad into the room, they run some tests, and they pull me and mom aside and they said, son, your father's had a stroke, a really bad one. And then they ask me a question that no child should ever have to answer about their father. If he gets out of this, he will be a vegetable and on life support. If that's the case, do you want us to pull the plug or keep him alive? And so that day, I was left with a decision. Speaking of decisions, you as an entrepreneur in this room, living in this web 2.0 social media driven world, have a decision to make. A decision to keep doing marketing like you've always done, or to adapt to the new landscape of how to reach your customers and your clients in a far more effective way. I've been fortunate enough now to be the guy behind some of those profit driven and highest ROI campaigns in all of Facebook history. And in doing that, I've come to learn that at the end of the day, there's only two things that matter. How many things? Number one, your content, or in other words, your communication. But more specifically, how does that stand out above the noise from everybody else? And then, number two, distribution. How many of the right eyes and ears are seeing and hearing that message? So today I want to show you how you can master those two things by looking at two simple principles. Number one, a 50 year old guy with abs. And number two, a Salvation army chaplain, David Ogilvy, said that you can enter into a marketplace based on one of three levels the first he says is the promise. And he says essentially this, that is your promise to the marketplace. It's, hey, I will help you lose weight. Hey, I will help you gain weight. Hey, I will help you fill in the blank. And he says the problem with that is that this is the most crowded red ocean that you can try to enter into. If you enter into your marketplace on the level of the promise, you are competing in a red ocean. But he said the second way that you can enter is, is through your position. And this is where you realize that what you say is actually less important than who you are inside your industry. And then lastly, he calls it the big idea. But I want to borrow a Jay Abraham term and call this your preeminent idea. This is where you throw something into the marketplace that they can grab onto that stands you apart from, from everybody else. Let me give you an example. Several years ago, a fitness company took the world by storm. The company, BeachBody, the product P90X. Have you heard of them? Now if they entered into the marketplace simply based on the promise, it might have sounded something like, hey, we're going to help you lose weight and get ripped. Now, would they have been the mega company that they were if they just stopped at that? Now their positioning was a little bit different and interesting because at that time the general sentiment of the weight loss industry was, hey, you can lose weight without messing with your diet too much. It was like the non diet diet and the three minute workout. And they said, no, no, no, no, we, we're coming into this marketplace saying this is a workout for badasses. And essentially you had a 50 year old guy with abs doing horizontal pull ups and saying if you want to get ripped, you got to work out hard. And it was essentially their positioning with was contrarian to the marketplace, but that in and of itself still didn't do it for them. What really set them apart was their preeminent idea.

Two words.

Two words that they made up that they got the industry to buy into that set things on fire for them. Does anyone know what the two words are? Muscle confusion. Now what the fuck is muscle confusion? But their premise was this. The premise was this. It's hey, your body's really smart and intelligent and so you get muscle memory. And the only way you can break off that and keep your metabolism burning and burning and burning is if you do a different workout every single day for 90 days, plyometrics ABS, this and that, then you'll rip, you'll get ripped and you'll look like him. And this was it. Seth Godin says it a little bit different. He calls it the purple cow. Tony Robbins openly admitted that when he started doing what he was doing, none of his content was all that original. It was borrowed by that from his mentors. But on the last day of one of his signature events, he took everybody outside, made them take off their shoes and their socks and walk across hot burning coals. Now, nothing special about that, except for when that person went to work the next day and their colleague said, hey, what did you do yesterday? Or what did you do this weekend? Did they say, ah, just went to another seminar? No. What did they say? I walked on fire. What is your fire walk? What is your muscle confusion? What is your purple cow for? When you have that and you lead with that in your communication, things start to change. So I'm there in the room and the doctors say, what do you want to do if dad passes? What are you going to do? And I'm left with the decision, and I don't know what to do. And I'm thinking and I'm trying to figure this all out. And then a nurse comes running into the room. And as she runs into the room, she says, if you want to say goodbye to dad, now would be the time to do it. He is making this decision for you. So I start running down the corridor right to the last room on the left. And as I get into that room, I see his heart rate monitor slowing down.

Beep.

Beep.

I put my face beside his ears and I said, dad, I love you and I'm sorry. Did you live? Did you love. And no, I know that was somebody else's story said, dad, I am sorry. I will make you proud. And just as I was doing that, I could hear out of the corner of my ear the one last beep, beep, flatlined. I took a few steps back and I crumbled to my knees and I started crying to the heavens.

Why?

And a Salvation army chaplain walks in and embraces me, and he lets me weep on his shoulders until there was no more tears to cry. And then he looked at me in the eyes and he said five of the most powerful words in the English language. Son, I know how you feel. How many people in this room have lost a loved one, more specifically a parent, to sickness or disease? Just for a second, would you honor me in just standing up and making eye contact with two or three other people who have lost someone? And without saying a word, just make eye contact? And then once you do have a.

Seat.

Annie I know how you feel. There's a solidarity, a camaraderie, a connectiveness that happens. And I believe that in the core of our DNA, in the core of humanity, is this desire to connect, to want to belong, to feel understood. And a good message is not when your ideal prospect understands you. A good message is when your ideal prospect feels understood by you. And the more you can create these kind of, I know how you feel, you are not alone type experiences, the more you create connection, the more you create connection, the more you create resonance. And the more resonance you create, the more transactions you have. Because in today's Web 2.0 world, we buy based on how well we resonate with the person making that offer. Can you agree? So if you want to dominate the marketplace, if you want to be the trusted authority in your place, if you want your communications to stand out far above all else, just remember the 50 year old dude with abs and the salvation army chaplain. And then to get distribution, you utilize the most powerful direct response advertising platform on the planet, Facebook ads, to find the right people and deliver the right message at the right time. And then you too will not soon be forgotten. Thank you.

One of the top sleep doctors in the world is actually on with us. He sent me a private message and he had. It's now gone away, but it said, michael Bruce, can you pop on real quick? You know, you had sent me a private. Yeah, well, if you mind sharing what you sent me privately, I, you know, of course. And so, by the way, so, Michael, from a credibility standpoint, how many times you been on Oprah?

I've been on Oprah twice. I've been on Dr. Oz 40 times.

40 times. Okay. Yeah. He's been on every form of media on the planet. And he's. I've interviewed him. We've got great interviews with him online. His website's thesleepdoctor.com I mean, the guy's a smart dude, so. But you, but you're. You sent me a message about practice. And I think it just speaks to what Evan's been talking about.

Yeah. So, number one, Evan, love your stuff, brother. Like really good, great information, really helping people out. So I want to say thank you for all that you do. Obviously, Joe, you know I fucking love you. I'm glad to have you back. So here's, here's the deal. I use YouTube in a very different way. And I think there's a. I think there's a way that people can also use it that might be alternative. I came in late to the discussion. So I hope I'm not repeating something Evan that you might have said said. What happens for me on YouTube is I don't make money on YouTube. People find me on YouTube and then pay me money to endorse their products. So the more YouTube videos that I do on sleep and migraines. Sleep and pillows, sleep in mattresses. Those get out. And then people say, oh, wow, you know a lot about migraine, Michael. We've got a migraine treatment that has to do with sleep. Would you be interested in reviewing the science for us? And then they pay me some ungodly sum of money every single month to endorse their product to my website on television and things like that. And so YouTube provides almost like an audition, I would argue, in some cases. But to be clear, they're not looking for perfection. And that's also part of Evan's message. They're not. They're looking for authenticity. Right. So Sam was a perfect example. Train flying by, the whole thing. That's got to be his kitchen, because nobody else is going to set up a studio that looks like that. So now it's personal. I'm in Sam's home. Sam is giving me advice. He's not giving everybody advice.

Right.

And that feels better. I want to take Sam's advice because guess what?

He's in.

I'm in his fucking kitchen. Right. Like, come on. That's the best. I've done all kinds of videos. I've worked for everybody you can possibly imagine. Everybody wants me to just be me. And so I think that is the. That's the message that I've been hearing from Evan and from Joe. And I just wanted to impart that, that it can be bigger than YouTube. And when people notice you, they're gonna pay you money. Don't worry about it.

Yeah, that's great. There was a question on here also, Michael, about, like, what if I don't have a business but want to start doing where did it go? Videos and monetize them? I mean, part of it is if you start putting out good content into the world and a lot of people start following you, then I guarantee you, it becomes a business. I mean, if you want.

100%. Yeah, yeah, 100%. All I started doing was putting out sleep content. Now I have arguably the strongest sleep brand in probably the world at this point, at least online. So it's crazy.

Yeah.

That's awesome.

Awesome. Thank you.

Is there a quick. For people who want to kind of get started getting the context right? What would be three or four sort of contexts that somebody could use, like making a list of the questions and just turning on the camera and answering those questions would be one. Doing a zoom interview with somebody might be another format. What would be kind of your recommendation or favorite kind of formats like that?

So start off with I want YouTube to help make you money and grow your business. So there's some of us who want to be YouTube influencers, and that is the business. But if you're an entrepreneur, you have a business. YouTube can be the driving force for customers in your business. Okay, so that's where. So when I'm in Genius Network talking, nobody wants to be a YouTuber. They have a business. How do we use YouTube to grow our existing business?

We're on the right thing. If in the chat, if you're interested in making money from YouTube, just put some dollar signs in there just to see what we're dealing with here. If we're in the right room.

Jennifer is the first. She wants the extra money. There you go. We got people. So, okay, if that's your goal, then whatever you want to make money doing, show me the process of you doing it.

Yes.

So if you are a coach, we had coach Susie up here in the pre show. Show me you coaching. Because doing a list of question and answer of here is what my coaching clients ask me versus actually seeing you coach somebody. You're going to get a higher conversion of people who watch that video. Don't want to hire you as a coach.

Yeah. That's my secret formula for my podcasts. So Joe and I do the I love marketing podcast, but my more cheese less whiskers podcast is exactly that. It's just week after week after week of me coaching one business on applying the eight profit activators to their business, demonstrating. Yeah.

And then what do you sell on top of it? You sell coaching, you sell a product. What's after.

We've got events and coaching and programs. Yeah.

It's also a lot more fun.

Yes. Because you're truly giving. It's the most valuable thing. It's like, it doesn't even feel like podcasts. It's. It's literally what would be the equivalent of a $2,500 consultation if somebody hired me to spend one hour with them to brainstorm their business. That's what you get. So the, the podcast becomes this, you know, huge directory of all of these that you can point to. So now every time if I'm. If I meet a chiropractor, then I can say, well, listen, here's four chiropractor episodes that we did. And then they see that you know what you're talking about. You're demonstrating your expertise in a likable way that people feel confident that I'd like to get his attention on my business. So I love that. Okay. Showing what you do.

So it's a lot more fun because now you're not just by yourself in your home or in your office talking to a camera, which is a skill to develop that takes time that you're probably not good at at the beginning. But talking to somebody, talking to a client, you've been doing for however many years, everybody watching. And so that's a lot easier and it's a lot more fun because you're working with somebody. 1. It also lets the free. I'm a big believer that the free leads you to the paid. So if you're doing. If you had three videos with chiropractors, some people then get into concern. Well, if you give away all of your best information on YouTube, then you got nothing to sell.

Yeah.

So here's what happens if Dean is coaching a chiropractor and then he makes a video and he puts it up on YouTube. Some people who are maybe in the super early stages of having a chiropractor firm or don't have any kind of budget will look at that video and learn from it and apply it to their business. And that's great because you want to feel like you're giving, you're helping, and you're contributing back to the community around you.

Most of the people that I end up working with are. They're already ahead of the game.

They're coming.

They've already made money from listening to Joe and I for all these years on. I love marketing or on something that we've done. And they feel like I'm already ahead of the game here. Playing with house money. That's a good place to come from.

So those are the people who will value their time more than. No, they're value their money more than their time. Right. Like they will spend tons of time. Time, time, time, time, time. Because they don't value their own time, but money they have very little of, so they're not going to give it to you. There's. And there's more of those people. More of those people will invest tons of time, but they don't have any money. So all they have is time to invest. Don't. Don't write them up. Those people are great because of those people are watching videos. It exposes Your videos to even more people. What's going to happen is some of those videos will get in front of people who value their time more than money. Yeah, Dean, I love this. I don't want to sit through four hours of videos. I don't want to read the book. I want you to come in and show me how to do it or to do the thing for me. Because I value my time more than my money and that's an ideal client.

You're absolutely right. That people fear that people are going to take the things and just do them. I tell people, listen, I can't get the people that pay me money to do the things that we tell them to do. So the people, God bless them if they're gonna from a one hour podcast be able to execute, you know, so yeah, that, that's awesome. So demonstrating it, even if, especially if what you do is interesting, if you're making something. I've got a friend here near me in Winter Haven in Lakeland. And this is a perfect example of a guy that I met because of his YouTube channel. He's got. It's a great YouTube channel. It's called a fine press. A Fine press. And if you do look at that on YouTube, he does really amazing stationery, like high end wedding invitations and custom things. And they've got all these old, like all these old presses that, you know, look like contraptions that do all kinds of embossing and all this stuff. So he shows making these. Make the process of making all these invitations and it's just so engaging to watch. So I get it. That's a great idea. And what would be another. Is there another format like that?

Yeah. So it starts with what do you want to make money doing? And then show me the process of you doing it. So if you want to get paid to be a coach, show me you coaching. If you want to get paid to be a host, show me you hosting. If you want to get paid to be a speaker on stage. Coaching videos aren't the thing. I need to see you speaking. Right. So think about your business. What do you mean? What do you want to make money doing? And then show me the process of you doing it. So that's, that's the starting point. And once you get in there, it actually becomes a lot easier because you're not forcing people outside the realm of what they're already doing. The more you can tie in film making videos to what you're already doing, it makes it just so much easier. So that's one in terms of just formatting length, all that stuff. We'd be aiming for 10 minutes plus. People say short attention span. It's just not true. On YouTube, Inside Education, if you're making slime videos or something else, that might be a different story. But Inside Education people are going to learn. People if they watched a three minute video of Dean sharing his marketing knowledge. So they go, where's, where's the rest of it? You know, I want to go way deeper. So this is a great chance where Instagram is very inspirational, very kind of the whipped cream on top of the cake kind of thing. Fluffy. But then the actual meal is YouTube where you can go deep. People will watch and you can. Your job is to make people think like you think. So next is, I would lower the bar of production quality. Don't worry about if you have the perfect lighting or the perfect camera or the perfect microphone. People ask me like, what is your. I don't know what microphone this is. I don't know what camera this is. Use this. I'll still make videos off my channel with 3 million subscribers from this in my car. Yeah, right. Not, not to like show off my car. I just. Nina, my wife, is off doing errands. I'm in the car with her. I'll film. I'll still post those videos. Right. Because inside of this category, thought leadership, your job is to teach people to think like you think. You think differently. Especially if you're an entrepreneur, you think differently. You see the world differently. That's your job to get what you see in here out into the world so other people can see it the same way you see it, helping them solve a problem. So no music is going to save you or lower thirds or fancy intro. That's not what they're coming to go learn from. Now, if you are a professional videographer, I don't know if there's any videographers or editors here in the house. Then your stuff has to look good because you're an editor.

Yes.

Like if you're an editor and your reel sucks, that's a problem.

Yes.

But if you're a mechanic or you're an author or you're a writer, it doesn't matter as much about what the production quality looks like. It's more the thought quality. So this is where people get too caught up on production quality versus. No, no. I just need you to show up and be great and share your story. Another category, video, I would add to the list is imagine you're sitting on a bench talking to your younger self. So A lot of people, when they're getting started, they say, well, I want to be a motivator like Tony Robbins, but I'm no Tony Robbins or I'm no whoever. And they look up to all these people who've done all this great stuff. Like, okay, great. Instead of just showing this giant gap of who you can't be, think about who you used to be. Think about who you were five years ago. And if you're listening to this show, this podcast, you're watching a video, you've been on a journey. You've been on a personal growth, personal development journey. You're smarter, wiser, stronger, have better beliefs and mindset than you did before, Right? So think about who you used to be. Think about you. You're going to sit down on a park bench. You got 15 minutes to sit with you from 2015.

What do you tell them would have been interesting? Are you saying in first person, like addressing the camera like it's your younger self?

Sure, yeah. Just to get content ideas?

Because, yeah, as I say, there's. I heard something. Scooter Braun, the guy who discovered Justin Bieber, he shared when he was. He was the guy that was kind of like orchestrated Justin's rise up in YouTube and introducing him to the world. And he made a very conscious decision about Justin content that he never put a video up where Justin was addressing the camera, where it was like, hey, I'm Justin, this is my new song, I hope you like it. Every video that they released in the beginning was shot off from a side as if you were watching him performing for this small group of people, whether he's busking or whether he was in somebody's living room or at a school performance or something. So that you're kind of voyering in on this and there's that sense of discovery rather than just in trying to convince you to like him. And that's an interesting thing. So I wonder when you were saying about, imagine to your 15 year old self or to your, whatever it is, imagine if you're filming like at a, in a park, at a table, you know, where you're sitting with someone and you're describing, you're having the conversation with them and documenting that as opposed to documenting it right to the camera.

That might be a. Yeah, from a stylistic perspective. Yeah, try it. I mean, I think the reason for that example is so many people feel like they have imposter syndrome when they're getting started.

Yeah.

All right.

There I was, I was on the phone. Ideal client. Ideal client who Brought up the fact that they pay really well before we ever started negotiating. And she said those words everybody wants to hear. You know, Paul, I saw you a couple of years ago at Joe Polish's annual event. You see, it wasn't the first time this has ever happened. A lot of people have said they've seen me at a Joe Polish event. The interesting thing, the event in question was 1764 days ago. 1764 days ago, a presentation done at a 10 minute talk got me or starting to get me this next client. There I am on stage, about 40 pounds heavier, doing a little bit better. The shirt definitely could have been ironed. Was not my best presentation at all. But I wanted you to have your 5, 21, 20, 18. Now let's do the numbers. There were less than 200 people in the room. Well, Joe puts everything on YouTube, doesn't he? You know, Joe has that big YouTube network. He's got all these fancy cameras, he's doing all that online video stuff, right?

Yep.

And this presentation is on YouTube, 468 views. Twice more than twice as much as many people as were in the room. That's good for me and that's very good. But what's interesting is that presentation was also put on. I love marketing. And last week when I put Together these slides, 13,790 downloads, a presentation I did in front of a room than less than 200 people. And what's interesting is even though this is over 1700 days old, that was the month of May. Every day in May, five plus people are listening to this presentation that I did 1700 days ago at Joe's presentation. Now don't get me wrong, mistakes were made. This was not my finest presentation by any touch of the imagination. But in 10 minutes I reached tens of thousands of people and saw hundreds of thousands of dollars in revenue. Who'd like to see that? Raise your hand. See, that's the exponential power of podcast. Now they're Joe's podcast, but it's still the exponential power of a podcast. Now I'm gonna quote some of the greats here. Some of the greats, Britney Spears. Oops, I did it again. And a couple of weeks ago on the Genius Network podcast was the presentation of my 10 minute talk that I did last year about stacking your deck. Some of you were here for that, some of you weren't. But the fact of the matter was, I went on the Genius Network podcast 16 days ago. I took the stats. 192 people looked at it at YouTube 2,962 people downloaded it on the podcast at the average of 197A day. Now, that's going to go down a little bit, but 197 people a day hearing my message, because I presented it in front of this group. Again, in this particular case, less than 50. That's the exponential power of a podcast. Now it keeps getting bigger. Apple announced last week it was the big worldwide developer conference. They announced that they had the first podcast with over 500 million downloads. No, it wasn't Tim Ferriss. It was how Stuff works, the catalog of podcasts. Right now in the Podcast Catalog Directory, 550. 500,000 episodes. Podcasting. You want my secret? You want my client's secret? Because if you don't, I can go home. It's easy. Podcasting is not hacking the system. Those are out there. Oh, you do this or you pay this, you pay that person, or you play this little trick and you can hack the system. Last week at wwdc, James Boggs, head of the tip business team, he said very clearly that they are retiring shows for people who are not playing by the rules. Retiring shows. That's the fancy word for you're out of here. Okay? Podcasting is not about hacking the system, and podcasting is not really interviews and news. Most of us think, well, who do I interview? I actually had a gal post on my. On my Facebook page once. I'm having a hard time finding interviews for my podcast. What do I do? I said, don't do an interview show. She responds, is that allowed? Okay, there's some of us who think podcasting is just interviews and news. It's not actually. Of all the people in Genius Network who know the most about podcasting, it's Steve Sims. If communication isn't personal, it's not communication. Podcasting is an opportunity to have a personal conversation. One to many. Think about it. They take you on a car ride. You drive to work with them. They put you in the earbuds, they exercise with you. It's extremely intimate. Podcasting really is at its finest a shared conversation. Frank Kern, we're doing his show. We're having an absolute blast. Frank got in the car and did an episode called the one about math. Frank Kern talking about math. Now it's Frank. He can pull it off, but the fact of the matter is, Joe, Frank got in his car, put his iPhone in the holder, hit the record button, said, hey, it's Frank. I just got done with this meeting. And then he talked about math for like 20 minutes. And it's Amazingly compelling. It's absolutely wonderful. And it's Frank being Frank. And Frank has more charm than the rest of this room combined. But the fact of the matter is, it was just a conversation. There was no white boarding, There was no outlining, There was no nothing. It was just Frank being Frank because Frank shared an intimate conversation. And that's what podcasting is. And this is being downloaded by thousands of and thousands of people as Frank becomes more and more hermit like. Okay, this is the exponential power of a podcast. I was at a little networking event and there was another gentleman who would like to see as a podcasting client. And a couple days later I got a text. I'll show you part of it after trying a few podcasts. I like your style more than most. Many are too overproduced. So he's doing the research on what kind of podcasts he wants. We're talking about pre selling things. Fantastic. If I wanted to listen to a 1930s radio drama, that's what I do. I don't need it in a podcast. He was doing his homework. And he said, later on, this is what I'm hearing in your show. I like what you're doing. That's how it is. Fantastic stuff. Exactly which one? Is he prepared when we finally have the conversation? You bet he is. Because my stuff's out there. A great conversation is timeless. A Great conversation happens 1763 days ago that is still seeing a return for me. Now I get calls. Many of you in this room. Paul, how do I become a great interviewer? See, you don't have to be a great interviewer to share a great conversation. Joe will like these. You can be this guy. You can be this guy. You can actually be this guy. Our own Peter Vondrae. Peter, where are you? Raise your hand. Get up for Peter quickly. That's only 10 minutes, Peter. Peter has a show behind the bricks. It's about the thing that we're all in the Manhattan residential family, 10 to $50 million real estate business. I mean, it's as niche as it gets. But the fact of the matter was he had a conversation with the FBI lead international kidnapping negotiator for 24 years. When I tell that to people, nobody says, well, how are his interview scales? How is the fidelity of the information? This guy got to talk to the lead FBI kidnapping negotiator for more than two decades. Yes. Bet that was incredible. Yeah, it was. And does that guy know a little bit about negotiation? And is that something relevant to the world of high stakes real estate? You absolutely bet it is. So your content doesn't have to be amazing, your content just has to be relevant. Raise your hand in this room if you have relevant content. Okay, so you have a conversation. You got two choices. You can have that conversation or you can have that conversation. Really, it's the same conversation. It's just different tech. But let's chat about the numbers of the tech. One 10 minute talk, less than 200 people in the room. 13,790 downloads of the podcast. That doesn't even include the YouTube stuff. Six plus today, six plus tomorrow. How many more clients? And it's not even my podcast. And I'm going to keep doing it. Heck, I'm doing it right now and you should keep doing it.

So I will just admit right up front, 10 minutes has got me nervous. I don't do nervous on stage, but here I am. Okay, so let's see what are we at? Let's try this one. Okay. Yeah. The next half billion dollars in launches. So you ever notice when Apple launches a product and people just, you're anticipating that you're excited about that. The market's just talking about it and everyone's just, they're counting down. It's all about anticipation. It's when is that product going to get released? People line up outside the stores, right? This guy, first in line for iPhone 5. Woo hoo. You know, put that on his gravestone, you know, but they had these lines outside of the Apple stores, you know, you ever notice how I am an Internet marketer, I sell stuff online sometimes servers crash. Well, the iPhone, I think it was the 4. The Apple site crashed. I'm like, okay, if Apple site can crash, my site can crash. I'm good with that. But they do, what do they do? They do tens, hundreds of millions of dollars immediately, right off the bat, from, you know, from 0 to 100 miles an hour right away. So I've wondered, how can we do that? How can we do that in this room? We don't have those resources, we don't have their branding, we don't have their advertising, we don't have their teams. How can we do that? So for 18 years I've been working on how we can do it. But actually that's bullshit. Because 18 years ago I was a stay at home dad and I was like, I was just desperate to make some kind of money to try to impact my family in some way. So I started publishing. I started publishing online. This is 1996. So back then my first email went out to everyone I knew with an email address. It was like 17 people. But it gradually grew from there. And it grew this platform, I grew this platform. Anyone out here have a platform? You've got an email list, you've got a social media following. Are you guys just not willing to raise your arms or what? Thank you. Okay. So I gradually built up this platform. I did what they now call content marketing. So I published. And then I got to this point, well, maybe I can actually sell something to these people. But I was actually. We have born closers. We got closers in the room. Raise your hand proudly if you're a closer. So we've got some closers, right? You guys know what I'm talking about. You know how to sell. Unfortunately, I'm not one of you. I don't have that sales gene. So I had this little platform that was growing up and I was like, how can I sell something to them? And I was terrified. I was actually terrified to ask for the order. I was terrified to ask for the order. And that actually that little thing allowed me to invent this process that has made all the difference. Because what I did was I romanced my people, I've romanced my followers, and then I asked for the sale. I built relationship first. And even for the closers out there, you all do that, right? You all build relationship. But now in this day and age, we're able to do that in a way we never could before. We have the speed of communication, interactivity that we've never had before. So I tweaked this and I tweaked this. I did my first launch. Some of you heard the story. That did $1,650. That was enough to make me do backflips. $1,650 changed everything with that first launch. But then I got better. I instantly knew I could get better at it. And I did get better. I got better. Here's a photo. I put this in a book, but I've never really made this one public. That's actually me. I am at my kitchen table and I'm in a bathrobe. And this was not staged. This is actually when I did a launch. This is the first six figure launch I did. It was a $106,000 in a single week. I did, I think like sitting there for an hour, you know, we did 28,000 in sales. And this is. That was like unbelievable, life changing money for me. So I gradually got better and better and better. And then in 2005, I started teaching it and my students and Clients have now done $500 million in sales. In fact, it's way beyond that. But that's the number I feel safe saying publicly. You know, I've got clients that have done tens and even one that's done 100 million in sales. So what I wanted to share with you is based through what I've learned. And you know, it's funny, cause I was thinking about like I did just roll out this book. Okay, there it is. In fact, there's a book, it's in all your bags. I bought one for each of you and we rolled that thing out. And I was talking to Paula Colligan and he's like, yeah, dude, I think the title of your talk, you should just go up there and say, this shit works. Because I came in, I was a completely unknown author and boom, it was like up to number one. In fact, what happened was the first week the New York Times decided not to put me on the list, even though I had the sales. And so then we doubled down and I had several conversations with my good friend Brendan Bouchard and came up with a strategy how we were going to come back and sell even more the next week. And then we were able to put it up to number one. There's the proofs in the pudding. That was a screenshot. I got to print that one out and put it on the wall. So how do you do this? It all comes down to three things. Sequences, stories and triggers. And so sequences. You can't ever. There's so much noise in the market now that to gather someone's attention, you have to put your material into a sequence that tells your story. Then your story just. It's almost like what I call a sideways sales letter. We used to have these long form sales letters and they worked really, really well. Now they don't work as well. So I took that 10 page sales letter, I turned it sideways into a 10 day process. And now you do very much the same thing you do in a sales letter, but now you do it over a series of pre launch content of value videos. We typically do this now with videos that build over time. And then the triggers are simply things like we all use all the time. Authority, reciprocity, scarcity. And in those three videos they allow you to deploy those triggers and you build up this anticipation just the way Apple does. And you get the situation where people are like, they cannot wait to buy. They absolutely cannot wait to buy. So you want to know how you want to, you know, this is obviously very, very compressed. What I Just gave you that. That's normally the first two and a half days of my three day event. So do you. Anyone want. In three minutes. Anyone want to see that sequence for the book? Because the book was, is a little bit different. And are they. Can we put this on camera? So what we did was we had an offer for the book and basically we were selling it for $7. It was actually free with shipping and handling. Okay. So we give the book away for seven bucks. So we're going to put a B here for the book. Someone comes in to buy and they get an instant upsell. Okay, so this is a one time offer, OTO. And this is for $197. Okay. I would have liked to say I got 8 or 10% conversion, but we got about a 7% conversion on that. Okay, but at a $200 product, that means that everyone coming in and getting a free book is worth 14 bucks right off the bat. Now the key here, the really important thing is that in doing this, it allows you to incentivize partners to mail for you. Because all of a sudden I can pay commissions and I gotta give a shout out. Brendon Burchard is the one. Brendan in 2011, I think bought my product and he's taken it and did really well. But then he morphed it and he came up with this process. So Basically, book for $7 to upsell for $197. And then either way, whether they take the upsell or not, then they go into my PLF product and that's at 1997. And the conversion for there is around 1.7%. You can do the math on that, but it comes out pretty well. But what we do is basically now I've got partners, lots and lots of partners driving into the book, driving traffic into the book, saying, hey, go check out Jeff's book and get it free with shipping and handling for seven bucks, ten bucks. They'll ship it anywhere in the world. If you're outside the U.S. i'm able to pay partners on a commission on this one click upsell. And I'm also paying them commission down here. Boy, that writing is nothing like a time deadline to take your writing all to hell. But in any case, that's how I sold 41,000 books in just a couple weeks time frame. That's how we put it on number one in the New York Times bestseller list. So remember your marketing, Joe talked about this in his little introduction. Your marketing has to tell a story. Nothing captures people's attention like a story does. Stories win. And when you deploy that story over a 10 day timeframe and you give three great value videos that define the opportunity, define the journey, define how your prospects are, lifes are going to transform. Then when you land them on your sales video, they don't even need to watch that entire sales video. They are ready to buy.

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