2/18 - Communication Masterclass (Coach Call)

Inner Circle fam, excited for today's call. Raise your hand. Let's share a couple wins. I want to, I want to start this call off with any life business wins. And then I got a super fun announcement. Well, I just want to welcome the new folks. And then we have a guest today that is going to absolutely change everything. We'll go Erica, Kirk, and I'll go last. But you got a business or life win, raise a hand and then let's go. Erica, what's up?

Oh my God, Omar, the summit was so good. You were amazing. It was such a good experience. So my win is— I have so many wins. So I'm in a season this year of saying yes to more things. And I got to actually have Gisele Ugori, one of the speakers on my podcast. I didn't know at the time that she shares stages with Tony Robbins and Gary Vee. And I was like, what? And then I had dinner with her and Shannon, which was amazing. Business-wise, March is going to be another 6-figure month, all because of content. And I'm so excited. I look like a bum right now. I'm so sorry, guys. But it's been fantastic. And of course, I told you before you went back on stage that because I'm in a season of yes, more opportunities keep coming. And I'm just saying yes to everything that aligns. So, so grateful to you, grateful for content. A lot of it, all credit obviously goes to God. But it's just such a strong season right now.

Hey, that's so cool. You can look like a bum when your bank account's overflowing. Let's go, like 6-figure months, do whatever you want to do. So good. Proud of you and amazing. Yeah. Yes, hinged. I learned that from Sharon, that phrase, and that maybe someone would say, what's the opposite? Being in a season where you are saying no, which is fine. But I think there's always— if the extreme of not being yes-hinged is being— is always being skeptical, or is always being thinking or being afraid of what's the worst that can happen. Yes-hinged is, I'm going to do this and good things are going to come from it. And even if it doesn't, I'm going to learn. So it's really cool that you're sharing like what the testimony is. Uh, say yes and good things happen.

Let's go.

Thank you.

Kirk, what's up, my man?

What's going on, family? I'm excited. Listen, I, um, of course I shared what I did, uh, with the A-List Digital Footprint program, but literally this month I am not in this last month. I worked with a team of guys. We're going to be doing a 4-stop media ministry tour. One, first one's gonna be in Orlando next month, and next one's gonna be in Maryland in June, then Cali in September. We're gonna end it off here in Huntsville in December, and I'm just excited about it. Folks are registering, people are DMing, people are messaging. It is absolutely crazy. $150 a seat. We've got 40 people registered for the one in Florida already. Uh, other entities are asking me to have what would it cost for me to add them to this, to the tour? It's absolutely crazy. So I just wanted to share that. Um, wins upon wins. And then of course this thing came in the mail. I wonder what it is. Ah, I see Sophie's already— what could this be? I wonder. Um, I, I'm, I'm literally opening it with you guys for the first time. Hope that's okay, Omar.

But I mean, this thing is heavy, man. It's, it's a beefy, it's a beefy one for sure.

Let's freaking go, man!

I love to see it.

Let's go!

I'm so excited for this, y'all. Oh my word, spin it one time!

Spin it one time!

Let's go, let's go, let's go!

No, like, it actually spin it.

Woo!

Spin the world. Spin the world.

Oh, spin it, spin it, spin it, spin it.

Yeah, there you go. I love it. Okay.

Freedom Award, baby. Freedom Award. It actually has my name on it. 2026 Freedom Award, Video Department. I am super excited, y'all. Just so I just wanted to do that today. I'm so glad that you guys shifted to Wednesday because I struggle on Tuesdays. But this, this is so cool to be able to do this together. And just want to say a word of thanks to the entire crew and affirmation to you, Omar, for just your stewardship of this space, man, it's just been phenomenal. So, bro, so good.

I love it. I know, dude, what you're doing as someone who has background in church and stuff, dude, no one's doing that. So just, I mean, this could really be something crazy for the, for the kingdom at large.

Let's go.

You know, for the, the local church. Um, it's so good.

Yeah, man.

And you're leveraging other spaces too. Like, if you can get into the church world in this manner. The hard part of other people having to like find venues and like catering or like, you know, doing stuff where you have to bring everything in from the outside. But, um, right. Yeah, no, so it's really cool building relationships and stuff like that. It's going to be huge.

Yeah, amazing, bro.

Amazing.

Excited. Happy for today.

Me too.

Hello, hello, Kirk.

I'm gonna hit you up, man, uh, as well. Um, but It's been a minute since I've been on here. Happy to be back. I just wanted to just let people know that just doing the content works whatever platform you're on. So I've been actually having a pretty decent amount of success on LinkedIn. Um, LinkedIn has been doing some numbers, and I just want to encourage people about the nurturing process of people. The, the, the whole process can literally take years. So I close on a client that I have been working alongside for 3 years and was able to get another, in a sense, $5K deal for the next 6 months, uh, with them just because I was posting consistently on there. So we have a 6-month deal that's tied to a whole nother deal that I do each summer. Actually, Omar is going to be in Vegas. I'd love to even, you know, just link up and just pass by, give you all a high five. Um, had that conversation this week alone. I've spoken to 4 different people, um, and if everybody closes, I'm definitely going to be able to hit an additional probably 150K in this particular calendar year. So just super happy to be able to be posting and creating alongside all of you and just encouraging folks like, even if you can't be consistent, just be present, do something, pick a platform and post.

So good. Presence over consistency. I love that. That's so good. I'm sleeping on LinkedIn. That's for sure.

1000%. You're sleeping on LinkedIn, Omar. 1000%. You don't even have to do much. Just—

hey, stop yelling at me.

You know, you know me. You can repurpose the stuff that you've already done.

Stop it.

It's already there. There's nothing else that you have to do.

Distribution is my greatest problem. Content is not my big—

let's have a conversation, Omar. That's not the problem, bro.

Stop yelling at me.

Okay, release your bottleneck. Release the bottleneck, man.

Hattie, what's up?

Uh, I have a win and then a question, so I'll keep my hand up. Um, I had my challenge last week. It went well in terms of implementing new sales skills. So I told a lot more stories. I was trying to lean more on the what and not the how. So yeah, it was, um, it was good to see that, but also my personal brand is bringing New opportunities that I didn't foresee. I think my business might change into me being more of an influencer, but we shall see because I'm attracting more sponsorship deals and even people who are building out their, ooh, building out their software companies. They want me to be in partnership with them through even by being their CMO or et cetera. So these software companies are now trying to get me involved. So yeah, it's really interesting. So that's a win that I didn't foresee.

So good. Um, how did the challenge go? Is that what your question's about?

So the question is about the offer. Yeah. Oh, okay.

So let's connect, like, let's connect this week offline just because, uh, I want to give as much time as we can to, um, our guest today.

Oh, okay. Oh, I didn't know we had a guest. Okay.

Yeah.

Oh yeah, it's about to be lit. Um, Kathy, what's up? Hey there, welcome. Oh, we got a little echo. There you go, go ahead.

Yeah, we're turning it off.

Okay, you good?

All right, all right, he can't figure out his phone. Okay, um, I'm totally new here, uh, this is our first time, um, in this call, um, but since we did the content to ch— Content to Cash to Content.

Can't even worry about it.

Cash to Content.

Content to Cash.

The Content Challenge. Sorry, can you hear me?

Yeah, go ahead. Yes, you're good.

Okay. Um, you know, just being out there more and telling my story on, um, really Facebook, we've gotten a lot more, um, traction. We together have gotten a lot more, um, just more dialed in. Yesterday we figured out like 3 different offers that we're going to share with you hopefully sometime to get your take on them. And we just have more focus and we're just super excited. I also wanted to just give a quick shout out to Annabelle and your team that we've been looking at a lot of different programs and one I was totally sold on, and the salesperson I was not sold on.

Just turned you off.

And he totally turned me off, and I just couldn't talk to him, and it was just very difficult. Um, and I just want to tell you that Annabelle's a super awesome, um, addition to your team. She helped us, you know, kind of get through that Nest process and all of that. So just want to say that.

Let's go. You're the best.

Excited you guys are here.

I had it on my notes, but I guess what is proper to say, welcome to all the new Inner Circle family. I really was pushing for you guys to get onboarded because I really wanted you guys to make today's call because the momentum many times are created in these calls as you can feel the wins. It's so hard to be in a room of winners. And not win. So I'm glad and I'm pumped to journey with you guys for the next year. And so, yeah, just pumped about all these things. All right, we're going to go Bernice, Gabriel, and then I'm introducing our guest speaker.

All right, so I'm in Arizona and I shared with Omar that I got my first— I'm in the real estate space and I'm a renewal here with Omar. I've been with him for a bit. Sophie's here with me, another family—

what are we?

Inner circle family member. Anywho, I got my first highest lead, $2.4 million in sale, call through the YouTube channel. It was fantastic. Justin Page, no conversion. And I've been at it for quite a while. So I just encourage everybody to whatever you're doing, keep doing it and, and, you know, stay on the course and go again. And we're in escrow and, you know, in a little over a week, all cash contingencies removed for closing in March. So anywho, just good stuff. And we made it to Awaken, an event over here in Arizona. If you're in the real estate space, That would be a great event for you to go to if you can next year. So let's go.

Love it. No, beautiful. All it could be, it's a Freedom Award is one offer, one lead, one video. So, so good. I love it. We're getting the Freedom Award to you. Gabe, what's up?

Yo, I just wanted to share a mental breakthrough that I've had in the last week that's also led to a continuation of a sales conversation. And the mental breakthrough actually came from going back through the Content to Cash Challenge last week and just kind of watching the sales process of everything that you were doing. And I mean, just, I hadn't really looked at it since I went through it almost a year ago. And I mean, just even your process, your story, so much it changed. And then this led to me being on a conversation, uh, in a conversation with someone who had went through our challenge last August. And then we kind of settled on an offer that just wasn't like a real offer. It was kind of like one of those offers that you got, but you're mad about because you know, it's, it's like, this isn't going to move the needle for them. And it's def— it's almost just like a waste of your time. And then, you know, we were having our final call that evening, and I was just able to just really speak into this person, but also from just things that I heard you say, especially with the scripture that you talked about, about borrowing belief, and about, you know, the people— Jesus— the people taking the man to Jesus and letting him through the window. And I was just able to really communicate that. Also, in my mind, something just really shifted about one of a limiting belief that I had, even though I, you know, in joining— even in joining this program, I saw the value in it 1,000%, but I was like, How can I communicate the value of group coaching? And I feel like even now being in this program, I'm like, every week I show up, I learn something. I don't have a question every week. And so, but I'm able to learn from others. And, but now I have that conviction deep enough where I was able to communicate group coaching to her. And so initially when I pitched this group coaching idea, she shut it down. This was like in August. Now the whole conversation has restarted again and the price point of it has gone up too. So, um, just wanted to say that just a, a mental breakthrough. I'll tap back in once we get this fully closed, but, um, but yeah, I got a lot out of re-going through the challenge last week.

Oh, good. I, I mean, I guess my win is, you know, we did the challenge and, um, and it was a phenomenal challenge, but kind of to your point, I want to, I want to piggyback on the fact when you're not in the flow of selling, which the last challenge I did wasn't since September. The one we did in December was automated. And I, and there was a little bit, I'm gonna be honest with you guys. I was a little bit nervous with last week's challenge, just going into it. And then I realized like, no, dude, I've been prepared for this moment. You know, like we've been doing this, this is our 9th challenge. Let's go. You know, but being constantly in the process of selling, it keeps you fresh. And what I mean by that is when somebody comes with a potential objection, Sometimes it could, we could say excuse, uh, because a lot of times if we do a good job, the offer is not the objection. Everyone wants the offer.

Okay.

So boom, now it's either spouse, money, or personalization, but I want to hand you guys a, it just came, it just came like this when somebody was like, hey, um, how do we get a personalization if, if you have 100 people in your program? And my answer was, you make it personal. It was Kathy. Oh yeah. I, uh, I was like, I don't— you get what you personally need out of this. And then I asked the question. A lot of the times objection handling can come from just asking a question. And it was, who here has gotten personal insight in this group setting? Put a me in the chat. Okay. And then boom, that just breaks, that broke the barrier. But, uh, I'll forget that if I don't stay in the flow. And these are, this isn't like an arsenal. It's like we should build this arsenal out. So, so good, dude. I love to hear it. And just, uh, breakthroughs in this arena will change everything in your life because everything comes down to the sale and, uh, being able to nurture somebody through it in, in a, in a way that speaks to a deeper part, not just the, the logic part, but also the emotional part and also, also the logical part, you know, so good stuff. Hey, I just want you guys to write down a date real quick and then I'm gonna introduce our guest and I wanna give him the floor. I, I want you guys to write down Myron and Omar, March 13th and 14th, Orange County, California. Just, just, I just want you to write these dates down. I'm working on getting like a special link or something, but Myron asked me to do another MC event for him in Orange County. It's a, he calls it Content to Cashflow. I don't know if he stole it from me. I mean, whatever. I'm not mad. I didn't trademark it. I might, I could have stole it from somebody else. So, but here's what I want to tell you guys. I've been, I've MC'd with Myron 2 events last fall. You guys saw it. Don't tell him I told you this, okay? If you tell him I told you this, I'm kicking you out of the program. All right, his $300 event is the same as his $50,000 mastermind. What do I mean by that? I mean, even though it's a, it's a sales event He sits on a stool, he gives his wisdom, and you can just soak it all in. So you could bring $50,000 eyes and ears to this opportunity.

So the date is March 13th and 14th, Orange County, California.

Myron and I'll be emceeing and speaking at it, and he'll have some people. All right, cool. So, okay, let's get into this. I'm so excited. Very few times a year we will have— and I first want to say, I am so humbled and honored to be a part of this and just facilitate a moment in your life, in this area of your life. It really humbles me. Like, we grabbed some dinner with Bernice, Sophie, and Jasmine yesterday. And I honestly— they're like gassing me up. And they're like, dude, I couldn't do it without you, Omar. And I couldn't do it. And it— the reality is, is like, yes, like I gave an opportunity for you to like pay attention, but you still did the work. And, and, and I'm just glad to be a part of it. And it really is, it's humbling. It's, um, it— especially when most of you guys are older than me, I'm like, what is happening? You know, I'm just, I just wanna say you guys are amazing. And, and so I say that to say, I hold this community near and dear to my heart. I, I feel like I'm stewarding you guys, and, and in the season I have. And I want, I want to be able to multiply it, whatever external, internals, you know, uh, your business, your marriage, whatever it may be. If I can assist in any of these areas that will make what you're supposed to do come to pass, then I'm here for it. So with that being said, I am very particular with who I will allow to speak into this group. And you know, I, I met, I met this person, uh, it last year at Forward and he just, he was a pattern interrupt. Yeah. The Cody Sanchez, Dan Martell, you got people with all these crazy like brands, but this person, he, he, he spoke through the noise and as a, as a student of communication, I could acknowledge when somebody is a master communicator. Somebody put mastery in the chat. So I have a question, and this is a rhetorical question. What makes an expert or a leader? Because many of you guys are experts and leaders. What makes an expert or a leader? I would say what makes an expert or a leader is what a person says and how a person says something. That's what makes an expert or a leader. But, and I say that because if you're better at doing something than someone else, but someone says it better or delivers it better, I'm sorry, it just goes to the better communicator. And this is why the pursuit of mastering communication and being clear and coming up with frameworks and how you structure your talks or how you show up on video, it all comes down to this skill. So Awaken Summit, there's about 1,000 agents. There was so many communicators and don't, I'm not saying I'm better than everybody else because I'm not. However, I will say there were so many communicators but very few connectors. And here's what's cool. People will pay a creator team and a good editor, a YouTube strategist, a blah blah blah. You will pay for all these things that are all just crutches to becoming better at talking. And so if you can, if you can save some money by paying another agency, by just getting good at talking, you can edit less video. If you're just good at talking, you can leverage long form and leverage live talking without any editing. And so it is my honor and privilege to invite a master communicator on this stage. Shout out to my man Brian Miller, who's just going to appear. From the abyss because he is actually a magician in his past life. Let's go.

Thanks, Omar. Good to see everybody. You can all hear me, see me. Thumbs up. We got to do the Zoom thumbs up thing. Fantastic. I love it. Omar, just a pleasure to spend time with you last summer in Vegas and then just recently a few weeks ago while I was back in Vegas. And I have a feeling I'll be seeing you again soon. All right. We are going to do something. I've loved all of the things that I'm hearing from the room. Major, massive wins, which is just a wonderful, wonderful thing. We're gonna do something today that's gonna be crazy specific. So here I'm gonna send a request to be able to share my screen because we're gonna make this super, super practical. As soon as somebody gives me permission to share my screen. Can I do it? I can do it. Fantastic. Boom. Let's talk about how to Make Your Case. Omar was talking a little bit about sales there, and this is going to be valuable to anybody who is doing sales, speaking on camera, but most importantly, speaking in person or in the real world. Real-time communication is where the world has been for thousands of years. We had this brief blip for the last 10, 15, 20 years where suddenly asynchronous, you know, communication has become the norm. We make videos that people watch later in the future. That's become the norm. But currently we're in a trust recession. Nobody trusts anybody anything anymore. Have you watched a video recently on your social media and just thought to yourself, is this AI? Is this real? Sometimes it is, sometimes it's not, but you're not sure. And that's a problem. All communication, really excellent communication, is heading back to in-person, live, over coffee, from a stage where you simply can't fake it. And so, we must know how to make our case. So that's what we're gonna talk about today. Worst case scenario. What is the worst case scenario? What's the worst thing that can happen after you've done a webinar, a video, a sales call, a pitch, a presentation? Somebody put it in the chat. What's the worst thing you can imagine happening after you've done a pitch? Or a talk or, okay, zero sales. Okay, there you go, zero sales. Somebody saying you suck. Getting canceled. That's hard to argue with that one. That's hard to argue. I think the fear of getting canceled is overblown. Don't be a shit human. You won't get canceled, you're okay. So, no connection, they stayed silent. Viral for the wrong info. These are all good answers. A lot of folks are worried about being insulted. Folks are worried about bad reviews, bad word of mouth, bad reputation. But my guess is that in this room, those things are not common. You are not beginners. You're not first-time communicators. You're not brand new to business for the most part. I heard the wins. And even if you are relatively new, you're now in a room where you will quickly be upleveling. Those are not the most common things, and most importantly, they are not the worst possible outcomes. The worst possible outcome after you have communicated with someone is nothing. Just nothing happens, right? Absolutely nothing happens. That is the worst possible outcome. Because every time you communicate professionally, your job is to drive action. Your job is to get them to do something as a result of your communication, whether that's working with you, buying from you or supporting your idea by spreading it to others, right? But taking action requires making a change, and change is hard. Change is really hard. And so when people are trying to figure out, how do I become a better communicator? Almost everybody thinks I need to work on my body language. I need to figure out how— what to do with my hands. I need to figure out how to count my ums. I need to be more energetic, vocal variety. These are like the how you say what you say stuff is where almost everybody goes when they're first trying to learn how to communicate. But that is not what you should be focusing on. The nonverbals, the what do I do with my hands, how do I move through the stage, vocal variety, all of that's useful. But not yet. It's nowhere near the most important part of spoken word communication. It's not delivery. It's diGiorno. Sorry. It's not delivery. '90s kids. It's not delivery. It's design. The design of your communication is vastly more important than the delivery. That study out there that people quote all the time, 93% of communication is nonverbal. Have you heard this? Wait, can we all nod? You've heard 93% of communication is nonverbal? It is absolutely not true. The guy who ran the study has come out over and over again to say that this is not true. It was a misinterpretation. It's one of these myths that just persists and persists. The only time that nonverbals are more important than what you're actually saying are when there's a complete disconnect between your words and your nonverbals, which is not what happens to most people, right? Most of us don't have a trouble with like, "My face looks angry while I'm saying an exciting thing." It's very rare. In those cases, the nonverbals matter. But you know that the most important part of spoken word communication is the words. It has to be, right? And so the only metric that matters when you communicate is, did your audience take your intended action as the result of your communication? That's it. This is so important. I'm going to leave this here for a second. So many people have the wrong metric for communication. People think, did they understand it? There's a lot of people that think understanding is the metric for great communication. Understanding is not the metric, it's action. Did they do something new as a result, right? Other people think, "Oh, they cheered for me. They said, 'Yay, this was great.' They gave me a standing ovation. They laughed really hard." None of that matters if people don't do something new, 'cause otherwise, the hell's the point? What are we all doing, right? So that's the question for today. How do we get someone to change their thoughts and behaviors in our direction? That's what we're gonna answer. Now, Omar mentioned, I'm gonna take myself off of the share here. Omar mentioned that I was a full-time professional magician. That's true. I was a full-time professional magician for 10 years. And back in the early stage of my career as a magician, where did you guys go? I lost the Zoomer. There you are, I see you now. So back when I was a professional magician, I started out my career doing close-up magic, sleight of hand, going table to table, event to, you know, at events. And there was a time early in my career, I was very young, maybe 22, 23, where I booked a wedding just by chance. I just happened to know somebody and they knew somebody who was getting married, gave my name to them, they hired me and I went to do magic at a wedding. And it was incredible. They were the most enthusiastic audience 'cause everybody's in a good mood at a wedding. It was only an hour of my time during cocktail hour. I got paid 5 times as much as I normally got paid. I mean, at this point in my career, I was struggling to get $200 for a magic gig. You know, backyard barbecues and house parties and stuff like that. I got like $1,000 to go to somebody's wedding and I was like, "More of that, please. But how do I get people to book me for their wedding?" I had no idea. So I thought, "I'll go to a wedding expo." I spent money I absolutely did not have. If you've ever had a booth at an event, at a trade kind of event, it's very expensive. I did not have this kind of money. I was eating rice and turning down dates 'cause I couldn't afford the gas to get to them. To them, right? So I pay to go to this wedding expo, and I'm there for 4 hours with brides and grooms coming up to me. And every time they come by my booth, I go, "I'm a magician. Do you wanna see a trick?" And they come up and I do magic for them, and they love it. They're laughing, and they're having a great, "Oh, that was amazing." And after 4 hours, nobody booked me. Everybody loved it. Nobody booked me. Just absolute zero return on investment. Total waste of time. Total waste of money. Really disappointed. But I was convinced that there had to be a way to make this work. I knew that it had worked when I did someone's wedding. So I tried again. I went to another wedding expo and this time, for whatever reason, I'm trying, I'm doing tricks and they're loving it. I'm going, but this isn't going to work. This is what I did last time. And so I stop this one couple at one point. And I go, okay. So instead of asking them, do you wanna see a magic trick? Can I show you something? I asked them a different question. I said, here's the deal. What's the biggest problem that you have at a wedding? Now, for the life of me, I don't know where this came from. I did not know what I was doing at the time, but it just came out. What's the biggest problem you have at a wedding? And they start thinking. And I said, it's the cocktail hour. The cocktail hour is the biggest problem because the bride and groom, you guys are off with the wedding party, you're having a blast in some private room, you've got your own hors d'oeuvres, you got photos, but you've left all of your guests who've flown in, come in, spent huge amounts of money alone for an hour, and you think you've taken care of them. You've got crackers and cheese, you've got a sad cello player in the corner, right? It's like you think you've taken care of them, but after 10 minutes, everybody's eaten all the crackers and cheese they can eat. Nobody wants to listen to the sad cello player anymore. There's still 50 minutes of nothingness. Now imagine if during that time there was a way to bring both sides of your family together. Imagine if I could go up to a group, I could say, "Hey, what's your name?" "Oh, it's Uncle Frank." And I could grab Uncle Frank from this side and I could grab Aunt Betsy from that side and cut, Cousin Timmy over here, pull them all together. I do a couple pieces of magic. They all laugh. They have a shared experience. Everybody has a great time. I walk away, and now this uncle from that side of the family and that aunt from the other side of the family, they're talking. They have something to discuss. How did he do that trick? Did you see that magician on TV? Have you seen Penn Teller's Fool Us? There's something to talk about. So by the time you enter as husband and wife announced for the first time, both sides of your family have come together. You know how many bookings I got doing that pitch for the rest of the time that I was there? Over and over and over again. That is the— it was the easiest sales pitch ever, and I didn't have to do any magic. As it turns out, people didn't actually care that I was a magician. They did care about making sure that their guests were taken care of and that both sides of the family came together as a result of their wedding. By figuring out how to structure my communication, not by being a better magician, I got far more bookings and I ended up spending years and years doing high-end weddings, which is how I ended up in all kinds of other high-end event spaces. So weddings are fun. What's the point? How are we gonna use this? Okay, so today I run a consulting firm We do message clarity. We teach smart people how to explain their big ideas to the rest of us. And over the years that we've been doing this, we have worked with hundreds of experts, folks just like you. We've worked on 40 TEDx Talks across 23 different industries around the world that have reached 20 million people, 6 TED Editors' Picks, and we've won 3 massive international awards for our work, which is all to say we— sharing the wrong screen. Excellent. What screen was I sharing? Presenter display? Awesome. Here we go. Thank you for whoever shouted that out. Is that sharing? No.

Good?

Awesome. So, now you know what we're doing next. We're doing a plan. Here we go. So, here's the plan for today. One, we're gonna talk about why it is so hard to get people to do what we want. 'Cause you gotta know why it's hard to get them to do what you want if you want them to do what you want. Second, we're gonna talk about the AFA principle, which is what our entire firm is built on. And finally, I'm gonna teach you a 5-step system to frame your communication, no matter if it's a 1-minute video, a 10-minute YouTube, a pitch, a speech, a social media post, a LinkedIn post. I heard folks talking about LinkedIn earlier. Shout out to folks using LinkedIn. LinkedIn's where the money is. If you are sleeping on LinkedIn, get on LinkedIn yesterday. Like, get on LinkedIn yesterday.

All right.

So first, the plan. Why is it so hard to get people to do what we want? Why don't they do what we want them to do? All right. Here's the thing. I was running a workshop in 2022. I was up in Minnesota delivering a workshop to about 200 county-level elected officials across the entire state of Minnesota. So county-level elected officials. And one woman during the Q&A session stands up all the way at the back of the room. She stands up. Name's Darla or something. She stands up and she says, "I have a question." And I'm expecting her to ask me about my frameworks, the communication, any of the stuff we did. She goes, "How do I get my husband to let me remodel the kitchen?" Now, I think she's kidding. Everybody laughs, but this woman is deadly serious. I can see it from 400 yards away. I can see how serious she is. So I said, "Well, can you tell me more about that? Like, you wanna get your husband, you want," to remodel the kitchen. And she goes, yeah, I really want to remodel the kitchen, but like my husband won't let me do it. And I said, okay, so tell me about your husband. Does your husband cook? And she said, no. I said, does he host? She said, no. I said, does he know you have a kitchen? You know, like, is he aware that this is a room in your house? She's like, no, no. "He sits on the couch when the friends come over. I make everything and bring it in when we have friends over." I said, "So he doesn't use the room, he doesn't cook, he doesn't host. Why on earth would he want to spend $40,000, $50,000, $80,000, $100,000 remodeling your kitchen?" And she goes, "Well, he should want to because I'm his wife and I want to." And I'm like, "Well, I'm not gonna touch that." That is not, That is not how influence works. That is not how communication works. People do not do things that we want them to do. People do things that they want to do, right? People do not do things that we want them to do. They do things that they want to do. Her husband's not going to remodel the kitchen unless he has a reason to remodel the kitchen. Sorry. It just doesn't work like that. People will not buy your thing because you want them to buy your thing or you think it's a good idea. It doesn't work like that. Buy-in requires belief. Buy-in requires belief. So let's talk about 3 reasons that people don't buy in. Okay. One. Now, by the way, when I say buy-in, let's go back a second. When I say buy-in, I don't just mean physically buying, like spending money on your stuff. Buying in is also people taking your ideas and using them, telling other people about your ideas. You might be fundraising. We work with, actually, we largely these days work with people who can't even be paid when they speak because they represent, they're in a government agency or they represent a nonprofit or something like that. But they do need people to care about their ideas to maybe fund it, to introduce them to stakeholders, politicians, to get them to vote, to give them more funding for their science. Like, these are the kind of people that we work with in addition to folks like us in this room who are selling products and services. So 3 reasons people don't buy in. One, they don't hold your core belief. This happens all the time. There is a reason that you run your business. Right? There's something that you deeply believe. Like, can anybody actually articulate one of their core beliefs to me right here in the chat? Like, something that you built your business on, the foundation on which you built your business? I'd love to hear a few of these as they're coming out. Like, things that— and by the way, if you don't know how to answer this question, this is a gap in your own communication. But that's a bit of a— that's a bit of Conversation for a different time. Can you identify your core belief? Value is an inside game first. Okay, I love it, Annabelle, thank you. Greatest confidence-building tool is your calendar. Aha, beautiful. Okay, yeah, great. One rental property can change your financial future forever. Proximity is power. Great. These are beliefs. They are something that you, that basically these are the kind of things that no one could convince you otherwise. Right? Is that true for everyone who's typing these in? Like, no one could convince me otherwise, right? Like, short of God showing up and saying, "Actually, that's not true." And I'm guessing for some of you, even that wouldn't do it, right? That's the difference between a belief and a fact. Beliefs, right? Beliefs are things that we hold true. Facts are things that are true. They often overlap, but not always. Many beliefs are true, but you can't prove it, so they're not facts, right? Does that make sense? So core beliefs matter a lot. God always wins. There you go. That's a belief. So if the person you're trying to get buy-in from does not hold your core belief and you are communicating from that belief, you lose them before you start. This happens all the time. And the reason people don't recognize it is because no one knows how to articulate it. The person on the other end in the audience when you're up on stage speaking on the opposite side of the room in the sales call, they're not going to say, "Oh, what you just said violated my core belief." Hattie, Hattie, Hattie, I'm going to repeat that. So if you build your communication up from your core belief, you go, "I believe this, and everything I'm gonna say relies on this." It relies on this being something that you believe. If they don't believe that thing, you lose them before you start. That should be intuitive once it's said out loud. It's an incredibly obvious thing to say. It happens all the time. Second, if you violate one of their core beliefs, So not only do they not hold it, but you say something that is in direct contradiction to what they hold as one of their core beliefs. This happens when you haven't done an audience analysis properly, when you don't know who you're speaking with. It's so easy to accidentally say something that directly violates what someone else believes. And again, people are mostly nice. They won't say it. They won't tell you, "You just said something that violated one of my core beliefs." They're just gonna nod along politely and ignore you completely, right? And finally, if the, sorry, if the perceived sacrifice is greater than the stakes. We're gonna dig into this one a little bit later, but essentially what this means is if what they think they have to give up in order to buy into your idea to do what you think they should do, if what they think they have to give up is worse than what will happen if they don't solve their problem, they won't do it. In fact, I kind of joke about this because I have friends who are proper, like, academics and PhDs in behavior change, but I can simplify 100 years of behavior change research basically down to this. If they think what they have to do to get what they want will be worse than simply not getting what they want, they won't do it. I call it the sacrifice-stakes scale. If they think that the cost of not getting what they want, not solving this problem, is worse than what they have to sacrifice in order to get it, they will do it. That's it. That's ultimately what it all comes down to, right? Isaac, yeah, so let's do an example. Isaac, would you pop up on the screen for me? Let's talk about your people and do it not theoretically. Where are you? So let me—

I'm here.

I got you. I don't know who's, who's running the show right now. If you can spotlight both of us for everybody so everyone can see us, that would be fantastic. Isaac, what is your, uh, business? Gimme the one sentence version.

Uh, a video production company.

Ah, beautiful. Video production company. Okay. So in order for someone to hire you to work with you, what do they have to— let's do it the other way first. What's at stake if they don't hire you? What's likely to go wrong soon?

If they don't hire me, what's likely to go wrong soon?

Yeah. What's gonna, what's gonna go terribly wrong for them if they don't hire you? In other words, if they don't solve this problem.

Uh, let's say they may not be as visible as they want to be.

Okay, so they won't be as visible as they want to be. Now, what do they have to give up to hire you? There's always a sacrifice when we take an action in our life. What's the sacrifice for working with you?

What do they have to give up?

Yeah, so it'll cost them money, right? That's one thing. They'll give up money. How much money? A lot of money?

I can say that. Yeah.

Okay. So they're gonna give up a lot of money. What else? Money's one thing. It's not the primary driver for most people.

They gotta give up time. I would say it's an investment in their own communication. Like they gotta know some of their own like business language, who they're talking to, what they're trying to say, what they're trying to communicate, that type of thing. And a lot of people, a lot of time people don't know that.

I know I built a whole company that solves that problem. Yes, I know.

Yes.

Okay. So they don't know that. And then what did you just say? Let's go a level deeper. So, okay, they're going to give up money. That's not the primary driver for most people unless it's completely out of budget. Uh, time is a much bigger driver, especially for successful people. A lot of people don't want to give up their time and then they're going to have to figure out what they actually want to say, their message. What if they realize they're not as clear as they, they think they were and suddenly they have an existential crisis? I, I would guarantee you that one of the primary things that would stop somebody from working with you is thinking, I don't want to have to confront this. I know that I'm not clear enough about what I do or how to talk about it, and I don't want to have to confront that, realizing I look like an idiot on camera or I don't know how to talk about it or I sound silly or foolish. Right? Would that be fair?

Yes.

Okay. Those are all sacrifices. What's happening when you're doing a sales call with them is no matter how good it is, what you're offering them, They're weighing everything you're saying against the money, the time. They're stacking this on the other side of the scale. Money, time, looking like an idiot. That's tremendous sacrifice. And if you can't help them understand that what's at stake, now what you said, what's at stake, they won't get as many opportunities as they might have. That's a pretty weak, that's pretty weak. That's not very heavy. Feel the balance shift in the favor of sacrifices, and you have to fight tremendously hard to overcome that. And to Omar's point earlier about objections, objections come because they feel the sacrifices are too heavy. That's where objections come from. You will watch objections disappear when you shift this balance. People stop having objections when you get this right. So, does that help you with understanding an example of like the— Great. I'm gonna teach you guys how to— Thank you for doing that, Isaac. That's great. Thank you. We can take Isaac off of the spotlight. In the chat, give me a quick like yes, thumbs up, fire emoji, something. Is this so far landing even though we haven't actually done the framework yet? Is this helping?

Bro, so good. Can we do it one more person like what you did with Isaac, just like another 2 minutes? I think it'd be cool, which is one other person, because this is like such a good practice, right? Like you, like, yeah, sometimes we, the, the first thing we think of is very weak. Like I, I put a weak one, but like you have to really think through, like go there and present. That's what's gonna happen if this doesn't change. But I want, I would love somebody else to, you know, raise just if you wanna.

Yeah. So we, we can't, does, uh, let me just ask the room, do you want me to like, let's dive into the framework and then do another example?

Do you want to do this on—

Yeah, there you go.

Let's do that.

So we could actually start working on it. I think that might be helpful. Cool. Let's do that. Now let me share the correct screen. I'm just so glad when I shared the wrong screen earlier, it was actually just the wrong version of the Keynote screen and not some other screen. I was like, oh, God, what's on my screen right now? That's why I cancel out of every application before I do Zoom calls where I'm going to be presenting. Okay, so let's real quick return to the example of the woman who asked me about how do I get my husband to let me remodel the kitchen? So I'm like, okay, your husband doesn't cook, he doesn't bake, he doesn't clean, he doesn't shop, he doesn't host parties, fine. I'll leave, everyone's got their own relationship. I'm not gonna judge your relationship, that's fine. Tell me about your husband. And she goes, "Well, he's retiring in a few years. He's worked really, really hard his whole life. He's a good man. He loves fishing." You know, I'm way the heck up in rural Minnesota. "He loves fishing and he really wants to buy a lake house so he can fish every day." I said, "Oh, are you going to buy a lake house in addition to your house or are you gonna sell your home?" She goes, "No, no, no, we would be selling our home and buying a lake house to retire in a few years." I said, Excellent. Would it be easier or harder, do you think, to sell your home with a renovated kitchen? And she goes, well, obviously it would be easier to sell our home if we renovated our kitchen. I said, fantastic. Can you feel where this is going? Like when it's said so obviously out loud. If you're going to ask your husband to remodel the kitchen and he doesn't give a crap about the kitchen, you must start with something he does care about. What does he care about? He wants to retire and buy a lake house in a few years. So you go to him and say, hey, in a few years you want to retire? And he goes, yes. You want to buy a lake house so you can fish every day and enjoy the fruits of your labor for the last 40 years? He goes, yes. So I've been reading some stuff that says in order to get the most dollars when we sell our house so we can buy a better lake house and have more funds, having a remodeled kitchen makes it easier to sell, we get more money. Do you think we should remodel our kitchen? Can you feel how much easier that would be for him to say yes to that? And the reason— and again, when I use these examples, it always sounds so obvious once you hear it out loud— but if you go watch your own communication, you will realize that you don't do this. Nobody does. And I'm not saying you— like, nobody does this. I've watched the smartest people on Earth, people with multiple PhDs, founders of unicorn tech companies with PhDs in cryptography and insane stuff. They don't do this. People don't think of this. The key to this is meet people where they're at, which is something that my wife, Lindsay, who's a licensed marriage and family therapist, is constantly saying, and that I have just taken into all of my practice. Meet people where they're at. And so how do you meet people where they're at? That's a cute saying. How do you actually do it? This is what we call the AFA principle. AFA stands for audience first, always. Audience first, always. We must shift from what do I want to say to what do they need to hear? Basically everyone instinctively builds their communication, their pitch, the script for their video, the presentation they're gonna give on stage, the keynote. Almost everyone builds it from, "What do I wanna say?" Right? And so we just start— Derek, I married a therapist too. I steal her expressions. Therapists are great for expressions. So, right. Audience first. I love that GIF. Very good. So it's not what do I wanna say? Most people start with, "Oh, I wanna talk about," and like, I'll shift back up here. It's like people go, "I wanna talk about video production." I'm scrolling so far. There's been so many wonderful comments. I can't even find all the things that people are working on. I can't even find it anymore. So people talk about, "I wanna talk about gut health." I wanna talk about productivity. I wanna talk about why you should make a YouTube channel. This is a very bad approach to communication. It's a great approach to figuring out how to start your business. You're gonna start a solo business, something like this, you know, thought leadership, solopreneur, this kind of thing. You definitely wanna start with what do I know? What do I love? What do I care about? But when you communicate with people, it doesn't work. We must start with what do they need to hear? It's the difference between me going, "Magic is fun, hire me for your wedding," and saying, "Weddings are about bringing family together, and I do that through magic." It is a completely different way of saying the same thing, and it lands differently for people. And so I'm gonna give you this 5-step framework, which coincidentally spells out FRAME. So this frame works. Okay, we're going to frame your communication. And this 5-step framework is built on a very, very simple principle. And the principle is this: great communication is not a series of interesting points. Great communication is a sequence of interesting answers to questions they're already asking. Your listener, your audience, they are already asking silent questions in their head. If you do not answer these questions and if you do not answer them in the correct order, you will lose them. Most people never answer the questions. That's where objections come from. Objections come because they had questions you didn't answer. You don't need to do— like, you know, with respect to all the folks who teach sales and closing frameworks and all this stuff, you can just eliminate all of that if you structure your communication properly. If you get to the end of it, they shouldn't have any objections because you should have structured your communication in a way that you answered the questions they had in their head. And you can know what these questions are. Instead, we need to answer their questions and in the right order. And so this is when I tell people— there's a lot of folks who think that they're not good communicators. They say, "I'm not a good speaker." And I'm like, "It's not the speaker. It's the structure." I have watched incredibly dull, boring, non-charismatic, non-funny presenters deliver a— just a dry, monotone piece of communication that had the audience gripped because it was structured so well. Now, I prefer to watch a magnificent, charismatic performer deliver a well-structured piece of communication, but if you must choose, design beats delivery every time, right? So, the structure I'm going to show you is actually built on magic tricks. It actually comes from how magic tricks work, and this is really fun. So, the basic structure of a magic trick is like setup, twist, right? Kind of like how the basic structure of a joke is setup, punchline. Same thing for magic. But there's a more advanced structure for magic that many competent magicians use, which is setup, twist, climax, right? So it's like setup, twist, and then a bigger thing happens as a result of that. That's a three-act structure, similar to a comedian going setup, punchline, tagline, right? An additional joke that adds more context that gets an even bigger laugh. If you're familiar or a fan of Christopher Nolan's work and you've seen "The Prestige," which seems to be every non-magician's favorite magic movie, that and "Now You See Me," but if you've seen "The Prestige," Nolan called this the pledge, the turn, the prestige. These are made-up words for his movie. Magicians have never used these words, but you can think of it like that. Now, there is actually a more complex better structure than this for a magic trick. The Prestige is goated. So there's a more complex structure, the one that the top magicians actually use, and it's this. And we're gonna go through it one by one, and I'm gonna show you how to structure your communication the same way that magicians structure their tricks. And the reason is not simply because I was a professional magician for a decade and I love magic. The reason is when you think about what magic is, Magic is, you know, you the audience, you know that I'm going to deceive you, that what I'm doing is not real, and by the end of it, you believe it happened anyway. Think about how nuts that is, right? You know it's not real, and you know I'm gonna lie to you and deceive you, that's part of the game, and by the end, you still think it happened. You feel it in your gut. That is why this works. And so here is the 5-step structure. It spells out FRAME. F stands for foundation. By the way, I see people like furiously scribbling notes, which is awesome. I love that. I will have a QR code at the end and give you a companion workbook that has all this stuff in it.

Okay.

But by all means, continue taking notes. I like to wait to say that until people have already started taking notes. My pleasure. So, this is kind of like how Omar was talking earlier about Myron doing like he does the same thing in his $300 thing that he does in his $50,000 thing. This is the presentation that I do at conferences when they pay me $20,000 to give a presentation. This is the same one. There's nothing. I don't hold anything back when I'm doing this stuff. This is it. All right, so foundation. How does a foundation work? Magic trick. What's the foundation of a magic trick? The agreed-upon conditions, including the props, the people, and the environment, right? That's the foundation of a magic trick. I go, hey, we're standing in this room. Here's a pack of cards. Omar's a great magician, by the way. Ask him to show you a trick sometime. Like, here's a pack of cards, check that out, et cetera, et cetera. Okay, that's the foundation. So what's the foundation of your speech? The foundation of your speech are the audience's preexisting assumptions about the world as related to your topic. So what do they already know? What do they already believe? Now, I'm gonna give everybody a chance to jot down some things here. Here's what I want you to do. I want you to think about your audience, your intended viewer. Your listener, your whoever. Ask yourself this question: What does this person know that they want? I literally refer to this as the known want. What do they know that they want? Not what do you think they need? Not what do you think they should want? What do they know that they want? We must build the foundation from them, not from us. Buy-in requires belief. And if they don't share your belief or want the same thing that you want or realize they should want something different, you can't start there. This is the climate communicator or the environmentalist who starts their speech by going, "We have to save the whales." And everyone in the audience going, "I mean, I don't wish harm upon whales, but like I don't walk around I'm not thinking we gotta save the world. I'm not where you are right now, right? We're not even close. And then you just tune out 'cause you're like, "Oh, this isn't for me." That's immediately what happens. "This isn't for me." Because you haven't answered their first question. What's the silent question people ask when you start talking? They ask, "Is this worth my time? Is this relevant to me? Should I pay attention to this?" First words out of your mouth have to be from their perspective, not from yours. So take like 30 seconds and jot into the chat if you can, what is the known want from your audience? What do they know that they want? Even if you think they shouldn't want it, even if you think it's not what they need, what do they know that they want? Great. Very specific. Good. Promotion in their job, a calmer, more peaceful, connected household. More balance, less anxiety, to buy a home. Okay, more speaking engagements. Abby, don't we all? To close deals. Yeah, more views, go back, perceived as a man. I love this. Okay, very, very good, right? So there's a lot of really, really good stuff in here. And if you're not sure if you've got the known want right, you run the Google test in your head or the search test, 'cause these days, you know, people are searching with AI now, whatever. You run the search test, you go, at 2 o'clock in the morning when someone wakes up sweating and shaking because they're— something's wrong in their life and they Google or ask AI a question or search for something, would they type this in? What you want to avoid here is what I call the Discover Your Inner Goddess problem, which was in the mid-2010s, Instagram was just loaded with just life coaches all using very similar language in that discover your inner goddess. And I get that it's great for marketing, but we're not talking about marketing, we're talking about communication. No one on earth has ever woken up at 2 o'clock in the morning sweating, shaking, and yelled, my God, if only I could discover my inner goddess, all of my problems would go away, right? It has just never happened. That is not what people know that they want. There's lots of things they know they want, that's not it. Right? So you start with what they know that they want. The rest of the foundation— I'm gonna type this in for, for us because this is like, again, just building the foundation. We could do an 8-hour intensive, and I do 8-hour intensives just on this. So like you could spend the entire time just doing this, but the most important thing is the known want, and then you finish out building the the foundation with the core problem and the stakes. Okay, so in other words, what do they know that they want? And then the core problem. Why do they think they're struggling to get it? Again, nothing to do with you. Why do they think they're struggling to get it? And finally, like we talked about earlier with Isaac, what is likely to go wrong soon if they don't solve this problem? There are other ways to build the foundation of your communication. This is one of the easiest. It's one of the— or at least the most straightforward. We all want X, but unfortunately Y, and if we don't get this right, terrible things happen. Like that.

Right?

That's it. If you start there, you will answer the first silent question people have in their brain, which is, should I pay attention to this? You will answer it with a resounding yes. Yes, you will watch people put their phones away, realize they should not go back to their email, lean in and pay attention to you. Right? So that's where we start. Questions before I go on to the second part of the framework? Because that— this is a fire hose of a presentation. Good stuff. Thank you, Kim. Okay.

I mean, I got a question.

Yes. Yes.

Devil's advocate question.

And it's how, how can you use AI to help find this information?

Would you encourage that? Would you not encourage that? And why?

What a great question. Can you use AI? Should you use AI? Do I recommend using AI to do this? If you are absolutely brand new to business, you are building this from nothing on a wish and a prayer, just dreaming of getting out of the 9 to 5 and having a thing of your own. AI is a good place to start. It will help you get directionally correct. That's what AI is good for. It'll get you headed in the right direction. But AI is effectively a weighted average of the internet. Right? That's our— that's our— yeah, I have trouble hiding that. AI, I use AI, we use AI. AI's wonderful. It's a great tool. The problem is you're connecting with people, not with, like, when I say audience, it's interesting. There's no such thing as an audience. An audience is merely a collection of individuals. There's no such thing as a company. Some people are like, I'm in B2B, I sell to companies. No, you don't. You sell to Joan in HR. You sell to Joe, the executive assistant. You don't sell to companies, you sell to individuals. Individuals. And so as soon as you use AI, you're getting a weighted average of the internet. It is by definition average. It must be. It's the only way that it works. So, uh, yes, it's what do they want? Why are they struggling? Why do they think they're struggling to get it? And what's likely to— yeah, what terrible things will happen? But careful with terrible things. What's likely to go wrong soon? You can't go too heavy on the stakes, just for what it's worth. That's another, I use climate communication because it's a great example. Climate communicators, we have more data and more information on the effect of climate change than we did 30 years ago by a huge number, and yet less people care about climate change than they did 30 years ago. Why? I think it's because climate communicators have been screaming, "The Earth is on fire, everything's burning, your kids will die," for 30 years, and it's too heavy. People can't listen to it, so they tune out, right? It might be true, but they can't hear it. So it's like, what's likely to go wrong soon, right? Just, that's it. So yeah, that's a great, that's how I like to phrase it. And the sooner the better, right? We are much more motivated to act on things that are likely to go wrong today than we are things that might go wrong 3 months from now, right? Uh, okay, the AI question is you can use it to get directionally correct, but what you will find is it gives you generic language because it has to. There's— it doesn't know the actual people you serve, right? There's, there's no way for it to know that. Uh, far better to go talk to the kind of people that would be ideal clients and just ask them these questions. Just go talk to people. Like, they'll tell you. And then use the words that they use. I mean, again, this is like a Marketing 101 kind of a thing to say, but I feel like sometimes we get so into our businesses that we just forget the stuff we knew when we started. Like, we forget the 101. Like, go talk to people that you want to serve. When I'm doing speaking engagements, I can't always talk to the people that will be in the audience when I'm there. Sometimes you can, but I always do a pre-event call about 3 weeks out from the conference, and I say to my, whoever is my main contact at the event, I say, make sure that any stakeholders for this event, anybody who's invested in the success of this event is on this call with me. And I will one by one just ask everybody the same question. And the question I ask people is, When we're done, and let's say I do the speech, it's so amazing, you can't believe it. We're popping champagne and celebrating. What did you see? What did you hear that told you we should pop that champagne? I ask them a version of that question and I let every single person talk one by one, and they will each give me their own perspective with their own language on what success looks like. Which means they will tell me what the problems are. When you ask them what they're hoping to achieve, they necessarily pair that against what's broken right now. So when I get to the event, I then always get there a full day early. I attend everything at the event. A lot of speakers show up, they walk on stage, they do their speech, they shake 3 hands, go right back to the airport. I'm there the whole goddamn time, always. Day before, the whole day, day after, whatever. Especially before I speak, I go during breakfast, during the coffee hour, during whatever, I talk to people, I ask them what's going on, and I get people to tell me in their own words so I can modify the opening of my talk. If I'm gonna be on stage for an hour, the only thing that changes every time I give that speech is the first 3 minutes. It's just a couple of words will change just to make sure this specific group of people feels like I understand the problem they actually have the way that they would talk about it. Does that make sense? Everything else, the whole rest of the talk, could be identical. But if you get the foundation right, you answer the most important question, "Should I pay attention to this?" And you need everybody to answer that yes in your head if you're gonna be on stage for an hour. 'Cause it's brutal when half the room decides this is not worth my time. And I've watched that happen to speakers. I have watched half of the room stand up and walk out of the room. 5 minutes into a talk. Not fun. Okay. So foundation. I'm spending more time on this one than the rest of the framework because as you've probably noted at this point, it is the most important thing to get right. If you don't get this right, they can't go on the journey with you at all. But let's flesh it out. Uh, okay. Foundation. The second thing you need to do is reality. What I mean by reality is you need to establish the, the world that they already exist in. In other words, you need to talk about the things that they're already aware of, the solutions they may have already thought of, and why they don't work. So here's the difference. In a magic trick, reality is me removing all possible explanations for how the trick might have been done. However absurd. And you know what? Let me give you this example. This is great, okay? This is where this came from. So as a magician, I hand, I'm gonna do a card trick, right? Let's say I'm gonna do a card trick. I got a pack of cards. And I say, take a card, right? Pick a card, not your nose, right? Whatever. So I say, pick a card, and they take one out, and then they look at it. Maybe it's the 2 of Diamonds or whatever. I say, put it back in. They put it back in, and I pull the 2 of Diamonds out of my pocket. And you might go, "Ah!" But then immediately, what's your brain gonna do? Right after you go, "Ah!" What is your brain gonna do? It's gonna go, "How did he do that?" Right? And then you're gonna start trying to figure it out. Your brain's gonna go, "Well, maybe there was a duplicate card in his pocket. Maybe he knew I was gonna take that one and he had a second one that looked just like it. Maybe the card I actually took is still in the deck." Now, whether or not that's true, It doesn't matter, because there's no magic in their mind if they think they know how it was done or how it could have been done. They don't feel magic. So what have you seen magicians do? We don't just do that. We say, "Take a card." They take one out. I hand you a Sharpie marker. I say, "Draw your name on the face of it," right? They write their name in a permanent marker. It goes back in the deck. I pull it out of my pocket. It's got their name on it. And so they go, "Ah!" And then they go, "Wait, how did he do that? I bet he had a second card that, oh wait, no, he couldn't have had a second card because I drew my name on it in a permanent marker." marker. Okay? But then they might go, "Maybe he had the card hidden in his hand and he snuck it into his pocket." So still no magic. Whether it's true or not, it doesn't matter. So what do magicians actually do? Take a card, they take it out, here's a Sharpie marker, sign your name on it, and then I hand them the cards. They put it back in the deck. I say, "Shuffle it up." They hand it back to me, or put it on the table, I never touch it. Snap my fingers, pull it out of the pocket. They go, "Maybe it was a duplicate card." No, it couldn't have been, 'cause my name was on it. "Maybe he hid it in his hand." No, he couldn't have, because I was holding the cards, he never touched it. So what magicians have learned to do is that before we get to the end of the trick, we have to remove every possible way that the trick could have been done, however absurd, however wrong, so that at the end of the trick, when people roll through it in their head, They go, "Could have been this, no. Could have been this, no. Could have been this, no." And they finally are left with no other options but to accept that this actually happened, and that's when their brain explodes and they feel magic and it carries with them. We must do this in communication. And I'm telling you, if there's literally one thing you take away from today, this will be your differentiator because no communicators do this. Nobody does this. In a speech or in a presentation, do a tour through the existing solutions. Yes, it's objection handling doing magic. Take a tour through the existing solutions of all the things that either don't work, don't work as well as they should, or they do work, but they lead to unintended or unforeseen negative consequences. Now, this section, here is the danger for people if you're doing this section. The danger is that it comes off as, when you talk about all the ways that they could solve this problem but that don't work, what happens to salespeople when they do this is that the objection handling is it comes across as blamey, waving finger, going, it feels like they're being told, I'm an idiot for having thought that might work, or I'm an idiot for having tried that. That is not what you want people to feel. This section is tactical empathy. The vibe, the tone of this section is, it totally makes sense why you might try that or why you would have hired that service or why you're thinking about this other thing. Totally makes sense. There's good reasons that you would think that, but either it doesn't work and I can prove it because here's some research or data, or it doesn't work as well as you'd think think because here's an insight that I have from my level of experience, or it does work, but if you've never done this before, you don't realize that 3 months from now, this terrible thing ends up happening that you wouldn't, that you don't want, right? So you take people through, spend as much time as you have to on this section. People think this should be a quick section, like it's gonna be boring in a presentation. No. If you're on stage for an hour, This is a good 10 to 15 minutes of the talk. If you are doing a 5-minute pitch, this should be a good 90 seconds of it. Because if you don't do this, if you don't remove all of the ways that they've thought about or have tried or think they might wanna try and show them that they don't work, there's no reason for them to listen to you because you're gonna offer them something new that, as we discussed earlier with Isaac, is hard. It's gonna cost time or money or energy or reputation. There's sacrifices. And they don't want to do it. Remember, you're fighting against apathy. You're fighting against somebody who just does nothing. So make sure that you establish the reality of their situation before you give them your solution. And that's what comes next. The aha, right? The next step after you've established a foundation and taken a tour through the existing solutions, now you can tell them about your thing, right? Here's how our video service works. Here's the productivity system. Here's whatever. Now, in a magic trick, the aha moment is something unexpected happens, right? You now see the world in a new way. In a speech or in a piece of communication, this is a new way of thinking about the problem, a new way of thinking about the problem. The key to this is you don't actually wanna go into the details here. The number one mistake folks make in sales at this moment is to get into the weeds. You get 17 sessions, and each session there's these things, we have a community that's part of it, and then we do, there's all this stuff. They don't need any of that. People cannot take action unless they think differently, right? Before you can do something new, you have to think in a new way. So what you want to do at this moment is show them a new way to think about their problem. It's not this, it's that. The problem isn't X, the problem is actually Y. If you hate that, what I just said, it's because we've all become allergic to ChatGPT, and ChatGPT abuses This, this, this, it's not X, it's Y. ChatGPT abuses it. It puts it in every other sentence. It's making arguments in cases where, in parts of communication where an argument need not be made. This idea, which is what we call paradigm shift, it's not X, it's Y, it works phenomenally well, but you can just use it once, once per piece of communication, right? Only one time per communication. Tell, you need to get people to think think in a new way. So my favorite example of this is I was on a call with Seth Godin, the father of modern marketing. He's a hero of mine, became a mentor, a little bit of a friend over the years through a series of lucky circumstances. Yay for me, I get to drop one name every presentation. There's my name, I dropped Seth's name. So I was in a workshop with Seth back in, I don't know, 18, 2019, I was complaining about some clients that I had. And he stopped and he goes, he hears me complaining about my clients and he goes, wait a second, Brian, you're self-employed. Why would you choose clients who are hard to work with? Your clients don't choose you, you choose your clients. And as soon as he said your clients don't choose you, you choose your clients, My brain exploded, just like that GIF from Justin in the chat. My brain exploded. Notice what Seth didn't do. He didn't say, "Oh, you're struggling with clients like this? Here's 7 ways to deal with difficult clients." He didn't say, "Here's LinkedIn strategy to do client acquisition in a way that makes sure that everyone who comes into your sales calls is aligned with your fit." Those are tactics. I didn't need that yet. I needed to think differently first. First. And so he said, you don't— your clients don't choose you, you choose your clients. It's not X, it's Y. That paradigm shift changed my life. I could just go look up the tactics later. People can always find the tactics. Once they join your program, buy your offer, work with you, they'll figure— they'll learn the detailed, nuanced stuff that they need. They'll learn how many sessions they get, blah blah blah. They'll get all that stuff later. Before you get there, shift their thinking, make sure that they understand the problem is not what they thought or they should want something different than they thought, this is where you do it. All right? So that is the aha moment. And this is when people will have an aha moment. Like, this is when you do the paradigm shift, that's when you will watch people's brains explode, not when you tell them about what you think is the fun, sexy stuff. Like, oh, I have this clever system and da, he, ba, you know, none of that matters. "That's how I feel as an ER nurse. I can't refuse care to the nasty patients I get assigned." That's right. Well, Justin, I can't solve that problem for you. So, yes, like mechanics, you go for an oil change and you're— The mechanics example is a great one, right? Because you go, I know nothing about cars. You take one look at me and you immediately know that I know nothing about cars. It's incredibly obvious if you look at me. And I go, if my car is due, I'm that guy that has to make the noises my car is making for the mechanic, right? I'm that guy. So I go into the mechanic and I'm like, you know, this is happening. And he immediately, you know, then he looks at it, he comes back and he goes, "All right, so here's the deal. Your A-frame's a little off of the shaft with the screw on the thing." And he's just talking. He's just going on and on about what's broken, going on. None of that matters to me. All I wanna know is, can you fix it? How much will it cost? Will this car work again? And hopefully soon. He's talking at a level that is not where I am at all. For some reason, he thinks it's interesting, the details. That's because the details are interesting to him. He's a car mechanic. The details are not interesting to me, right? All right. Last two steps. Here we go. Movement. This is action. So finally, we're going to do the thing that we set out to do at the beginning, which is if you're gonna be a successful communicator, people must do something new as a result of your communication, which means we need to get some forward momentum. We need to get them to do something. For a magician, the something is the climax of the trick, the final revelation, the moment of possibility where they realize that there's more things that are possible than they ever considered. In a speech, you need to literally give people an action step. In a conversation, in a pitch, in a video, in a sales pitch, you have to give people something to do, think, or rethink immediately. And the key, the action, well, let me hold this. We'll do the key to an action step in a minute. So yes, it's just do it. At this point, you've answered a bunch of questions. Should I pay attention to this? Yes, we lay out the foundation, right? We've answered the question, why can't I just keep doing what I've already been doing or do something I've already heard about? That's another question people think. We've talked about the reality, right? So they go, okay, then what should I do instead? That's the aha moment. That's your paradigm shift. And then they go, okay, so if I wanna do it, Right, so if I wanna do it, how do I get started? How many communicators just don't offer this? Speakers spend an hour on stage and then never give the audience a thing to do. People give them a standing ovation, "Most amazing speech ever!" And then 10 minutes later in the lobby, "What was your favorite part about that speech?" They can't remember a goddamn thing that the speaker said. Gave them a standing ovation, all the feels. You know, there's this like, quote that's often attributed to Maya Angelou, which is arguably not actually hers, but it's one that's attributed to her, which is like, "People don't remember what you said, they remember how you made them feel." This is only kind of true. People remember how you made them feel only if they actually used it, if they did something with it. People don't remember how you made them feel if they forget what you talked about completely. It just goes away, right? And even if they do remember, "Ah, I felt great in that presentation," What was it about? I have no idea. I don't remember anything they said. What use is that? So what about that, right? So finally, after you've answered the what do I do, how do I get started question, you finally do the effect, which is in magic, the effect is the lasting feeling the long-term conversation starter. So how they're going to imagine them into the future, how they're gonna talk about this in the future. In a speech, in a piece of communication, the effect is you need to paint a picture of the long-term positive results if they do this new thing, if they work with you. In other words, they've just thought, "Okay, I'm thinking in a new way. I'm going to do a new thing." But they're thinking, is it really worth it? This is the question. They go, is it really worth it? There's still, Isaac, they're weighing that sacrifice against this. They're going, ah, is it worth it? This feels like a hard thing to do. Now you need to pair the short-term negative consequences, short-term negative against long-term positive. Does that make sense? You're pairing short-term negative. They're worried about, you're pairing, What's likely to go wrong soon against what's likely to go very well long-term. At the end of the day, people do things because they think they will become a different kind of person as a result. So paint a picture of the kind of person they're going to be as a result of doing this. This is true of executives, it's true in B2B, it just doesn't matter. You know, John in HR or whatever, when he's buying, when he's buying on behalf of the company, He's not really trying to get the company results. He's trying to look great in the eyes of his boss. Is this going to get him there? If the answer is yes, he will buy it, right? It really does come down to people. Okay, so that's where we are. We have foundation, reality, aha, movement, and effect. That is how you create magic as a communicator. So your task right now, and then I'm going to do the, I know we're bumping up on time, we're gonna do the quick little bit of, I'm happy to stick around, so I'm happy to do Q&A or whatever, but here's your task. I was going to give you guys 2 minutes to do this, but let's just say this is your first step. This is your action step, is clearly identify, like take a look at an upcoming piece of communication and try to just build the foundation of it. A video you're gonna do, a sales call you're about to have, a speech you're gonna give, a webinar you're gonna do, Build this as the first line. Just try, "We all want X, but unfortunately Y." Start with the foundation from the perspective of the other person. It's not the sexiest way to start a piece of communication. It's not exciting. It's not telling a story or a surprising statistic. I call this like the simple method or the explicit method. Just say the thing. Just say the thing and answer the relevance question, you will watch your communication get easier. So I was originally gonna do this as a 2-minute thing, but here's a summary. Buy-in requires belief. Audience first, always. Frame your communication. And here is that QR code that I promised you. So if you grab that QR code, you may need to enter, it's FrameOIC for Omar Inner Circle. 26. And I can grab the actual URL for folks if I need to. But there is your QR code. Answer a couple of questions, super useful for me, for Omar, and then you'll instantly get today's slides, a beautifully designed companion workbook, and a bonus full private video training that I've done on like a 90-minute video training on the difference between keynotes and workshops and how to, how to manage either.

Throw a fire emoji in the chat, dude.

That's—

man, it's so good, dude. And, and anticipated empathy, what are we talking about? You, you're really good at putting like honestly words to the things that, you know, because I've been— I mean, we're all on a journey here and we, you know, sometimes we self-discover, sometimes we you know, find somebody else's way of teaching something. But, um, right here, bro, I mean, you know who I think about? And sorry that this is what my— this is what my brain does, but I think about the life of Jesus. And he knew the outcome that he wanted for people, but he was patient enough to not only do work, like, like do ministry for the 3 years he did it, but when you think about from this side of eternity or the side of the resurrection, he asked questions he knew the answer to. And this is like the magician part. It's like you can only do that if you go to the end, if you're compassionate, if you have empathy for the people you're supposed to serve. Dude, that was so fire, bro. So good.

Thank you for doing this, man. Thanks for having me. My, my absolute pleasure. Let me just grab the actual direct link in case anybody— I sometimes find QR codes hard to do when I'm on a Zoom call, so here is the direct link.

Yeah, and you could text it to me. We will also post it in the group. Like, I won't email it out.

Yeah, and I see questions showing up and all this stuff, so I am thrilled to take questions. I'm happy to stick around, take questions, anything like that. Is there anything? Omar, I'll let you facilitate the questions. Questions.

Yeah. So Hadi, go ahead. And then do you have an out?

Great question. I mean, I already moved so many people around. Let's see. I mean, I probably have about 15 minutes at most.

Okay, Sophie, 15-minute countdown on the clock.

All right, Hadi, go ahead.

Hi, Brian. Thank you for that. That was awesome. My question is, I feel like the framework, I probably have like 80% down. I know that there's room for improvement, so thank you for that. But the pushback that I get is always on price, even though I still out— try and outweigh the benefits to the investment. And they are W-2 employees that say that they are, uh, just money crunched and they don't have that earning upside potential. So how do I overcome that? In the frame framework.

Yeah. Okay. So how do you overcome price when that's the primary objection? So I'm going to give the flippant answer first, which is like, if, if it's always price, then the market has told you what it's willing to pay for, for what you do. Like, then you just go, okay, that's the price that the market is willing to pay. I should sell at the, at the highest price that they're willing to go for, right? Like, I should do that. But then find ancillary ways to generate revenue. What I have found— so I'll give you an example of this. We do, you know, we coach a lot of TED speakers, TEDx talks and stuff. Even though it's an expensive program, it is our lowest priced program. It's about— it's anywhere between like $10K and $15K to take people through a TED Talk, which is very expensive, but it is our lowest priced thing that we do. And that $50,000 is about where people cap on doing a TED Talk. Even though they say it's the most important thing in the world, they've been dreaming it for their whole life, people just have trouble putting a direct return on investment on the TED Talk. But you know what happens to people who tell me that, even the people who go, "Ugh, this is really expensive. Can I have a payment plan? Can I have whatever?" The people who do it and then crush their TED Talk, they then sign up for our $50,000 retainer program. The same people who said that it was borderline unaffordable. And so what the TED Pro coaching has become for us is a very expensive lead generator. I get people in at the price. We've just pushed up the price until we finally started getting too much pushback, 'cause I was doing it for $2,000 at one point, $3,000. Will people pay $5,000? Will people pay $7,000? Will they pay $10,000? Will they pay $12,000? Will they pay $15,000? Will they pay $20,000? No, they won't pay $20,000. Okay, so like, you know, we finally hit it. Okay, they won't pay $20,000. So we push as high as we could and then have accepted that is the price. But what we're doing is going, once you're in, the reason we love to sell that is because it's one of the easiest ways for us to build the foundation of our communication. People know that they want a TED Talk. It's incredibly easy to sell. People do not know that they want to develop clearer core messaging. No one's searching for that. We essentially sell core messaging services. We call what we do message design. For experts. People— no one's Googling for message design for experts, but they are Googling, I want a TED Talk, right? Or I need to, I need to build a keynote speech for an event. And so if I can get them in at that, once they're in the weeds with us, they discover what's possible and they resolve all of their own objections now that they trust us. And then they'll— that you can sell them into much bigger, more interesting programs later. That, that's actually how I would address it.

That's awesome. Thank you so much, Brian.

My pleasure. Yep. Laura, go ahead.

Yeah.

Hey, Brian. Great, great talk. I was writing all the notes, and I love your little after survey QR code, like getting all the feedback about your talk. Amazing. I wrote that down too. Anyways, just wanted to— on the very end, you had like the action statement about like how to really like, practice this. And I wanted to ask a more tactical question. Like, we all want blank, but unfortunately blank. Like, how specific would you recommend going? Um, you know, my husband and I, Gabe, own— we do like financial coaching but life coaching as well. So it's kind of like double. So like, a lot of what our clients want is like peace of mind, clarity, you know, like those are more broad terms, but I feel like there's specific things that that means to each person. So I'm curious, like, how specific you would go in practicing that, if that makes sense, that question.

Totally. It's a great question. How specific do you go? You go as specific as the room will allow. So I know that's a cheap answer, but if you're giving a keynote speech in front of 300 people, you have to go broad. You have to go to the level of it that everybody in the room would nod to. If you said, we all want this, but unfortunately that, would pretty much everybody be nodding, even if it wasn't the most, like, the most thing that each individual wants? Would everybody go, yes, I do want that, and yes, that is a problem? You're going for that level. Now, if you're in a one-on-one call, right, you don't actually start— well, hopefully, hopefully people are not starting sales calls by talking. Hopefully you're starting sales calls by asking a question and shutting the hell up, right? So you learn this in a one-on-one by asking a good question and then staying quiet and asking follow-up questions. And they will give you the want and the problem so that when you get to the pitch part of your sales conversation, you should only need to talk for about 90 seconds. And your first words are about, so it's clear that you want to do this, but you're struggling with this. Then now it's exactly what they already said. You're just reflecting it back to them. And then everything in between. So that's like giant keynote stage, general audience, one-on-one I can get exactly. Everything in between is you figuring out who am I trying to reach? So you have to get very clear, who is this? Who is this for? I mean, Seth Godin drilled that into me. Who's it for? What's it for? Who is this for? So I'm making this video, this post, this whatever, Who is it for? Once I know who it's for specifically, then I can figure out now that person that this post is for, what do they think, like what do they know they want? What do they think they're struggling with? So, you don't always have to go broad in every post for everybody who could ever possibly be interested in you. You get one piece of communication at a time.

Cool, thank you.

Helpful.

My pleasure.

Great.

Okay, well, Isaac, if you're ready, you can— we'll go Isaac and then we'll end with Godric. All right, Isaac's back. All right, Godric, go. Did I say that right? My bad if I didn't.

Okay, okay. Hey, how you guys doing? So I have a very, uh, can you, can you hear me?

Yes.

Okay. So I have a very, um, specific question, right? So when it comes to like me selling to, to customers, which is, I, it's really good, but there's one piece where one would ask me a question is how long does it take?

Right?

So I'm in the personal branding space. So I help people build their personal brands in terms like, you know, I have the content as the exterior of it, but they'll pay me and get access to me based on the marketing and the personal branding. Now, because based on my customers' results, they're different, right? Because it's personal branding, right? You have— you might have somebody like you who it took you 6 months, maybe Omar, it took 2 months, right? So then when they asked me that question, and it's been hard for me to, to have an answer for that specific part, because I end up really mumbling. It's like, well, It might be 2 months for you, might be 6 months for you, you know, is because personal brand is really also too, uh, an accountability, an accountability part on the customer as well. It's like if you go to the gym, you don't— if you don't eat right, you're not going to get the results. The same thing if you don't post and mix your phone content with the content that we're sending your teams out to, it may— your results not going to be the same. Because once you drop your first video, what happens if you get only 100 views, which matters anyways, right? 100 views, no one realize it's a lot of, it's still a lot of views, you know, but that's—

I like Javier. I like what Javier just said. Yeah. Yes. I like what Javier just said here. They're trying to buy results, not transformation. So this is important. That question, that objection indicates that they're probably not an ideal client for you. Am I right? Because if they're thinking, how long does it take? Can I have a personal brand in 6 weeks? They're, they have completely misunderstood at this point, right? They're so far removed from what you're actually doing at this point that they're either not an ideal client or you've completely lost them in the beginning part. So I would think two things. One is there are types of professionals, types of people who want to build personal brands that understand things take time. If people— anybody who's been in business for a while understands that things take time. There are no shortcuts. There are no magic buttons. Go sell to those people. They're way easier. The easiest people I work with are like CEOs of massive companies when they want to build a speaking career. Because if they're like, yes, like, what, you know, what's it take to become a speaker? Like, if they ask me, how long does it take? I go, longer than you want. I just go, it takes as long as it takes. Like, it takes a while. And they're like, yeah, that's fine. Because they know how long it takes to get shit done in business. It's people who are very new, very green. That think there's some magic button to that kind of stuff. So I would deal with this in the status, the reality section. I sometimes call this the status quo section. Depending on when I give this presentation, I either use very academic terms when I'm in certain audiences, or with you guys, I use more fun terms like the magic analogy. When I'm in very academic rooms, I use very clinical terms. Premise, status quo, paradigm shift, So in the reality section, like we talked about, you wanna go, now, there are programs who promise you a profitable personal brand in 10 weeks, and that sounds like a good idea. It makes sense. But here's what happens when you do those programs. You just do it in the reality section. You tell them why that doesn't work or won't work as well as they think or what it requires that they're not gonna wanna do. In the section before they get a chance to object to anything later, You just deal with the, there are programs that promise this and here's why they don't work. I do it when I have people on thinking about investing in a paid speaking career. And before they ever get a chance to object, I go, now, anybody who has ever told you that you can be a paid professional speaker in 10 weeks or even within a year that you can be making tens of thousands of dollars per speech is just full of it. They're blowing smoke.

Up.

You, you— that is a tremendous waste of an investment. Don't do it. This is a long game, and we do it right. It takes as long as it takes, right? And so I deal with that as part of the pitch before I even get to the paradigm shift, before I get to tell anybody about what we do that's different. I deal with, here's what some people are looking at, what you might have heard, here's why that doesn't work. And people go, that makes sense. And the reason I call it framing, framing your communication, is because that you're literally putting a frame around how they're thinking about this. You own the frame. You let them engage with your topic on your terms. If you don't do this, they come in with all that other crap, and then they ask questions like, well, how long does it take?

You know, um, my ideal clients are actually business owners and, you know, entrepreneurs, um, which they're, they're as well as like, you know, they have real big companies. I think what really like Ding did for me just now was the difference between the results and the transformation. Because that's, that, that I believe that's like the one piece I have to change when it comes to not even just running my ads and, you know, my, in my pitch, it's more on the transformation. So that really, that was, that was the answer actually.

Yeah. That's great. And so basically, and Javier nailed that. That's a great answer. That's, that's for you. That can be your paradigm shift. Your paradigm shift is something like before, before other people will, you know, before other people will, will enjoy your personal brand, before other people can appreciate your personal brand, you have to become the kind of person who has a personal brand. Like it's just some version of like you got to become a different kind of person first. That's the shift in thinking. So if you can do that, and people have accepted that, the question about how long does it take will just shift to how long do I get with you as opposed to how long does it take to do this? That's just a different question. That's a, that's a just tell me the details of your program question.

That was a real, a real helpful answer.

Awesome. My pleasure. We got one more. Isaac.

Yes. Thank you.

Let's do it.

Because of ChatGPT, YouTube and all the gurus and videos just that I've been watching, I feel like my own I kind of forgot what it is that I do and how I actually help people. It's like, no, seriously, it's like—

No, no, I know. I appreciate that.

Way too many answers. I'm like, oh yeah, I do do that. Oh wait, I do this too. So when I'm in those conversations trying to communicate what I do, I get, I get lost. Like, I know what I can do skill-wise, but then I'm like, wait, what am I actually helping people do? So my question is, without using ChatGPT, how do you identify your core message enough to be confident in communicating it?

Without ChatGPT, because you've spent so much time using GPT that you're just lost in all the stuff it's been telling you.

Yeah, not only GPT, but books and everything.

Yeah, yeah. So strip this, strip it all back to who is this for? Start with the audience. Who is this for? And then you ask yourself the psychographics. What do they want? What are they struggling with? What do they fear? What do they believe? And how do I address that? That's it. If you can, if you can get it down to how do I address these people as people, you will strip away all of that extra stuff because then you can, you just, you just stick to that message. You can The framework for this, there's a one-sentence framework. I'll put it in the chat. Let's see. For audience to achieve impact—

here we go—

by action.

I do a whole different presentation that's just about this one-sentence framework. So, do that some other time. But If you can get your business, if you can say what you do, who it's for, and why it matters in one sentence. Oh, I was just recently with Neil, when I was with Omar, Neil Dhingra in Vegas, we filmed for his podcast. Neil's episode that I had dropped just last week, I go through this framework in Neil's episode. So before my thing with Omar drops, where we want everybody to go watch that one, you can go watch the conversation I just had with Neil Dhingra. Which is on YouTube. And I went through in great detail this one sentence framework. This is how you stay on message. If you can boil down what you do, who it's for, and why it matters into a single sentence, it's not just that the audience will understand you, it's that you will remember how to stay on message. It's your own north star. And if you stay on message, they will be able to follow you.

Hey, let's put a big thank you in the chat. Put, uh, come back sometime in the chat. And yeah, well, maybe we'll do another, another call later this year. But, uh, dude, so, so gracious. Thank you for giving your—

the game. It's—

this is a lot to— this is a lot to chew on, y'all. Like, and I'm gonna tell you what you're gonna chew on, okay? When we get this recording up you can watch this whole trading from a different perspective because everyone took or scanned the QR code, click the link, but you all did that because you felt like it. But Brian, he, he did his framework while he was delivering his framework. And, uh, and this is the beauty of awareness. Awareness allows you to now see the magic from behind the curtain and you could see the sleight of hand, you know what I'm saying? Yeah, we just stay with the music, the magic references. But dude, thank you so much. And, uh, yeah, I mean, we're, we're gonna link up all your stuff and expect, uh, all the Inner Circle to follow you. And, um, and I'm so glad we're connected, bro.

Appreciate you. My pleasure. Thanks so much for having me. What a great group— enthusiastic, engaged. I'm super easy to find. LinkedIn's my jam. I'm on Instagram only because people like Neil tell I should be. LinkedIn's my jam. That's definitely the place to connect with me if you want to engage. So cool. Pleasure.

Thank you.

We'll talk soon. All righty. All right, guys.

I hope you guys have a blessed week. We'll get this up as soon as we can. And thanks for being flexible about moving this to Wednesday. Hey, I'm going to just lob this out there. Wednesday or Tuesday. I've been doing Tuesdays for 3 years. And I'm not saying that just to like ruffle feathers or anything. I just like, I'm genuinely, I'm genuinely curious as to what do you guys think?

Okay.

Yeah, just throw it in the chat and then I'll be— What?

Okay.

Oh yeah, this question is for United States citizens.

I'm just kidding. All right.

Okay. Okay.

Okay. All right.

Well, that's good to know. Looks like it's split. So it looks like we're— I'm going to— I'm going to tell you guys the last thing before I hop off.

Okay.

The, the country club that I'm at, you know, they like don't have stuff on Wednesdays. And so I like want to golf Wednesdays. And then in my mind, I'm like, Am I moving my call? Or Tuesdays?

Tuesdays.

But no, Tuesday call. All right, see you guys next week, Tuesday.

Peace out.

And everybody, hey, it's Annabelle's birthday tomorrow, so I want you to go crazy on Instagram and like ruin her DMs. Blow them up. All right, all right, we'll see you guys. God bless.