New Patient Challenge: Day 2 - Who?

Good morning, my friends. Nice to see you all. Thank you for being here today. We've got a lot of great action to cover. Make sure you've got your pens, and also make sure you have your notebooks handy. And also what I'm going to encourage you to do when the timing is right to ensure that you have the right mindset as well. So we want to get into a creative state, and one of the things that we do is, is we always go into a state of gratitude. So go ahead and type in to the comments what you are most grateful for, and I want you to really close your eyes and think two to three layers deep as you present what you're most grateful for today. So go ahead and do that, and we will get started. We've got lots to cover, and today is a day where we really get into understanding who it is that we are trying to serve. And day two is all about our client. You know, our business is really all about our client. You know, our business doesn't exist to solve our problems. Our business exists to solve the problems of our consumers. So we want to make sure that we are keeping them in mind. And if we keep our clients in mind, then our business will always flourish. All right, keep that gratitude coming. I want to seek gratitude from each and every one of you. We all have so much to be grateful for, and this is a great time and opportunity to express that. And I want you to be specific. Okay? So when we say things like I'm grateful for life, that may not be specific enough. What specifically about life are you grateful for? Is it your health? Is it your family's health? Is it the food that's on your table? Is it the person that prepared the food? The person that grew the food? Be more specific. Specificity is very important in our business, and it's very important in our avatar and who it is that we're trying to serve and help. And it's also important when we're expressing gratitude. Everything that we do is a reflection of how we do everything else. So the more specific we can be, the more articulate we can be, the more the universe can respond to us. Okay? Life is like a computer program. You know, some of us would argue it's a simulation. And really, if you treat it that way, then what's really neat is that you understand when you're programming a computer that the computer prefers that you are specific. So if I want a blue dot to show up in the middle of my screen, I don't tell the computer everything that it shouldn't do. I tell it everything that it should do. Show me that blue dot in the middle of my screen. I wouldn't say, don't show me a red dot, don't show me a green dot, don't show me a yellow dot. And then hope that the computer knows what I'm thinking. Okay? So how we communicate with the universe, how we communicate with others, how we communicate with our avatar, is vital and critical to our business and our message. Okay? So today I'm actually. You might hear some noise in the background. We're having some major plumbing work done. And. And so I'm displaced from my office. My wife is displaced from her office. I'm in her office training spots at the moment. And so, you know, when. When we put this event together, we never know. You never know what's going to happen. Right. Facebook can have a glitch. Zoom can have a glitch. Life can have a glitch. But here we all are. We show up in the best way that we possibly can. Okay? So excuse any background noise that you might hear and. And, you know, pardon me for any disruptions that might take place. I don't think you can hear anything now, but if you do later on, then that's. That's, you know, what's going on in the background. Okay? All right, so let me. I don't know how people do this, how they mark up the screen. Let me change this. Annotate. Clear. Annotations. Clear all drawings. Okay. Please do not draw on your screens. Okay. And please mute yourself if you're unmuted so that we can create as little disruption for everyone as possible. All right, so today we're going to be going over what's called the brand script exercise. The brand script exercise allows us to really understand our brand story. So we refer to this as the story brand, and this is the work of Donald Miller. And Donald Miller is a, you know, probably one of the greatest marketers of our time. So I'm going to encourage you, if you haven't already, to read this book called Building a Story Brand. If we can create and craft and articulate a story, then our customers are going to deeply align with that. So we want to go through this exercise today, and if you need more context, then I'm going to encourage you to grab this book. It's pretty short, pretty straightforward, easy read, and the book leads to the exercise that I'm going to be sharing with you today. All right? If you haven't already, make sure you express your gratitude. Now when we're doing anything related to our brand, we always want to express our values, okay? We always want to express our values. And this needs to come through in our messaging. It needs to come through in our marketing. It needs to come through in every single thing that we do. Just like our golden thread needs to be come through in everything that we do. So do our business values. Now, we can express these values outright. So you can see my values here spelled out for you, you know, nice and clearly. And we can also express these values through the stories that we share. Okay? So how do you show love? How do you express that family is important to you? How do you share that you're an honest person? You're not going to come and tell people, hey, I'm an honest person, right? You know, they may believe you for a moment, but it's the stories that you share that's how you exemplify that you're honest. So I will outright come and share what my values are because I want everyone to know what the values filter is. And so everything that I do comes from a place of love, putting my family first, honesty, transparency, integrity, excellence, growth, nature, empathy, simplicity, consistency, community, freedom, and timeless wisdom. And of course, paying it forward. Okay? So I wouldn't say, hey, it's me, Satchin. I like to pay it forward. I would share a story about how we have a hospital and a school and a orphanage and a food bank in Uganda, right? That's one of the ways that we pay it forward, okay? And then people will then conclude what our values are through the stories that we share, okay? So that's how you build the branding elements of your. Of your values, okay? So make sure you're expressing that on a consistent and regular basis. Now, you might want to write down these values. If this is a new concept to you, you know, values driven marketing and promotion and education, then you might want to write down what those values are. So I invite you to spend just a few minutes and write down what they are. Chances are, based on, you know, our message, that we are going to attract and bring in an audience and a community of people, which is you, of course, that share many of these values. Okay? So I'm curious, how many of you share all of these values or at least 80% of these values? Go ahead and type in yes, if that's you. Okay? And I have no shame in saying that if you don't share these values, then we will never be a good fit to work together. Okay? And it would be impossible for me to add value into your life if you don't share the same values as I do. And it will be impossible for you to add value into your client's life if they don't share the same values as you. So this is a vital concept. You want to lead with values. You want to ask yourself, what am I doing right now? And which value does it align with? What story am I sharing, and how does it exemplify my values? Okay, we want to do it in subtle ways. We can also do it explicitly, like I'm doing right now. And this slide is part of every presentation that I do because I want people to know that this is where the information is coming from. It's coming from being filtered through my values. And everything that you do should be filtered through your values. All right, so what we're going to do today, as I mentioned yesterday, is we're going to go through this story brand framework. And the story brand framework looks like this. It starts with a character, and that character is your client. Now, this character has a problem, which, of course you're going to help them solve. But the character has some challenges surrounding this problem that they may not necessarily be able to identify. And we have to be able to almost psychically understand the challenges that they're facing. Now they meet a guide, and that's you. And a guide has two key characteristics which we'll go over today. And the guide offers them a plan. If you don't have a plan for the client, then there's really not much that they can action. And then the guide calls this person into action, which leads to success and also helps them avoid failure. So this is the story brand framework. We're going to do something called the brand script. And by the end of today's presentation, you will have all of this done. Okay? And if you can get this done, then you can have much more clarity. If you can get this done, you can hand it off to a marketing expert who can help you, who can take your ideas and help you articulate them, maybe even ask you the right questions to help you articulate. So when we have these playbooks, it gives us the opportunity to be much more focused. It allows us to more clearly visualize who our ideal client is, and it allows us to be able to hand this task off to somebody else and not expect them to read our mind. Okay, so this is a fantastic exercise. If you've done this before, you know, some of you in my mentorship program, if you've done this before, then this is a great time to review this and see if there's any tweaks or updates. Every time I present this information, it comes out just a little bit differently. So you might pick up something, you know, that I've picked up along the way since I've last presented this information. So, you know, tune in and I'll give you the link that you can go to. And this link will take you to a free resource, which is what we're going to be using today. So. So go ahead. And I want you to go to my story brand dot com. Let me see if I can post that in the chat here. And when you go to my storybrand.com, what that's going to do is it's going to allow you to, you know, you'll just set up an account, it's absolutely free, and it's going to take you to a specific workbook and that's what we're going to be using today. So let me stop sharing my screen. And you all can go there for now. It's really fun using somebody else's, you know, work workstation because things are set up just a little bit differently. So pardon my slowness here, one second. Okay, there we go. So just from a show of hands, does everyone have. Has everyone gained access yet? Should take you just a couple minutes to set that up. Just want to make sure everyone has that. Okay, if you found what you're looking for, go ahead and type in. Yes, so I know that you found it. Okay, great. Now if for whatever reason, you can't access it because maybe you're on your phone or something like that, that's okay. You don't have to have this form. You can always go and fill this out later. Or you could just fill this out on a piece of paper. Okay. All right, so I'll give you just another 30 seconds to get situated. And if you have a question, go ahead and type your question in the chat. We'll save Q and A till the very end and we'll let you unmute yourself. But for now, go ahead and type your questions into the chat and I'll be happy to answer them if I can. Okay, so it looks like everyone's ready. And so what you're going to be able to do with this, I'll just take you here. So when you have, on the left hand side, you have these brand scripts. And if you want to add a new one, then of course you would just hit plus. When you hit plus, that'll create a blank document for you. We have multiple avatars in our business. We have functional medicine practitioners that we coach, and we also have weight loss clients and metabolic clients that we coach. And then one of our newest avatars is going to be those seeking longevity. Okay. So I would do this for however many avatars I have, because the characteristics are going to be unique. The stories I'm going to share are going to be unique. How I express my authority and empathy are going to be unique as well. All right, so we're going to go in order here, and what we're going to do is we're going to first identify our character. So who is your character? I'm going to pull up my metabolic guide here. So my client who is looking for help with metabolic health, I want to better understand who they are. How can I better understand this person? What is it that they want? What is it that your client wants? Okay. In our case, our clients want more energy. They want more confidence, they want more travel. They want more personal fulfillment, not just a skinnier version of themselves. They have the money, but they don't want to waste their money. Okay. Maybe they've tried a few other things, and they want to make sure that the next thing that they do is going to work for them. Chances are our clients don't want more pills. I don't think anyone wakes up in the morning and says, I want more pills. And of course, they're also willing to make the changes. Right. You can't help someone who isn't willing to make the changes. And they want to inspire their family and loved ones. That's the character that we are looking for. Okay. And we can always add more to this. We might say looking to lose. We can be specific. You know, maybe 20 plus pounds feels like they've tried everything. Okay. So you can keep adding to this. What are the desires that your character has? Okay. And go ahead and type some of those into the chat. What are the distinct desires that your character has? Now, if you're looking on how to make this big, you just click on this and it kind of expands that space. Or you can zoom in. Zoom in is pressing on my computer, at least command and then the plus sign, and that zooms in your screen. Okay. Youthful at any age says Vicki. Awesome. Okay. Pamela says they want to be more productive and get things done. Awesome. More joyful. Life filled with health. Okay. Want to change the trajectory of their health. So the more specific we can be, the better. Okay. So we could even dial this down a little bit more. So we might say wants more energy to do what? To work harder for Their boss or to play with kids. Right. It might. We can get specific so that this adds another layer of helping us visualize who this person is. Okay, so this allows you to choose the right images. Right. If I want someone who wants more energy to play with their kids or grandkids, then that's going to be a good image that I can use for my branding. That would be an approved image. And it becomes very clear to me now what kind of images I want to use. Okay, what if they want more confidence to speak in front of an audience? Maybe that's part of their job. Right. Or maybe lead their team. So now you can already visualize the image that I would use. Does everyone see that? Type in yes. If you're starting to see that, the more specific we can get. Alright, so at first part of this exercise is just typing out like the main thing. And then we start getting more and more and more specific. Okay, so they want to travel. Where do they want to travel? To the top of a mountain? Or do they want to lay on the beach? Do they want to go on a specific hike? Right. Maybe they want to go and climb Machu Picchu. Right. So again, we can get really, really specific. Okay, now they don't want more pills. Right. And we can get more specific there. They don't want more medications. Chances are people don't want to take unnecessary supplements as well. Okay, so now you can already see the pictures that you might be using. Right? I can already see a cabinet full of supplements that somebody isn't using. I can see a handful of pills in somebody's hands and they're looking at the pills and they don't want to take them. Right. I can see a handful of pills in one hand and a salad in the other. This gets people's attention because if this is what they're looking for, then their reticular activating system is seeking it. Remember, it's so much easier for people to find what they want. Our reticular activating system is a powerful part of our subconscious mind. I love what Zach's saying. He's getting very specific. They want their life back. They want to have more energy to work, provide for their family, travel at least two vacations per year. They want to wake up without worrying about their health every morning. And they are tired of the same pattern showing up in their life. For some people, it's a groundhog's day. Right. And that could be a great image. So get as specific as you can and you can keep adding to this. Okay, so we can say more. Travel to the beach, right? And now we can share a story about how maybe people might be insecure or maybe they have a beach vacation coming up and they want to improve their metabolic health, and they want to look and feel amazing and not have to cover themselves up when they're at the beach so they can get the vitamin D that they need, so they can feel confident, so they can feel amazing when they're on vacation instead of feeling ashamed or embarrassed. Okay, so what are those characteristics and desires that your character has? Okay, so pretty easy. And you can keep building and you can keep layering on top of this. All right? Now your client has a problem, don't they? So now we have to identify what that problem is. We have to identify a few different aspects of this problem. We have to identify a villain. We have to identify an external objection. We have to identify an internal objection. And we have to understand philosophically, why is this wrong? Why is it wrong that this person is struggling? Okay, so there could be several villains. And sometimes it's easy in some avatars to distinguish who the villain is. Sometimes there might be a little bit overlap because some people are their own worst enemies. So you might. You might be wondering, what if they are the villain themselves or their past experiences are the villain? You could write those down for now. Okay, so this is more of a mental exercise than a test. So what are some of the villains that your client has? Could it be the fact that so much money is being spent on advertising all the wrong foods to people? Could that be a villain? Could it be that they have some unresolved trauma and their parents used food to pacify them? So every time they're stressed out, their nervous system has been conditioned to think that food, something sweet, something fatty, or my favorite pie is the answer, so they keep sabotaging themselves. Maybe some people don't know how to cook. Maybe their job creates really awkward hours for them or is a stressful environment that doesn't allow them to thrive? Maybe they failed other programs, maybe they've tried to get help, but nobody listens because doctors are so rushed. Right? And it's not about blaming the doctor. It's just the situation that so many people are in. So what is the villain? Go ahead and type those in or write those down. We need to know this, right? There's nothing more powerful than casting stones at the same enemy. So if we understand who their enemies are, then we can cast our stones at the same enemy. That's much more powerful than attacking them. Okay, we Never want to attack our clients. That's not good marketing. Right. We want to identify the villain and attack the villain. Okay, so, you know, Sarah's got a good point here. They've been. These people have been told you have to work out more and eat less. Right? And while that can work for some people, that might be good advice for some people. There's some people that. That's not going to benefit them. So you might even say, I know you've been told this, however, there could be more to the equation, and it's not your fault. We never want to blame our clients. Because then we make them the villain. And they're probably already thinking that they're the villain, so why would they need us? Okay. A big villain right now is misinformation. Another big villain along the same lines is too much information. Right? How many people are just bombarded with information these days? It's overwhelming, isn't it? Another villain could be complexity. Right? We've created and designed a system that over complicates healing, in my opinion. You know, what we. What we teach our clients is that healing should be very similar to rolling a boulder down a hill. When you're doing the right things, healing should be simple, easy, and straightforward. However, that's not always the case because we as humans feel like that we need to match the body's complexity in order to be able to tell it what to do. Right? So complexity could be a villain. Maybe insurance is a villain. Okay. All right, now they. Now we have to identify what is their external belief that's holding them back. Okay, so an external objection is something outside of them. So that could be their spouse, right? Let me check with my spouse. How many of you have heard that before? Right? And so that person is externalizing the objection. Eating healthy is expensive, right? So an external objection is something that they can't control, that they can't change, and so it victimizes them. Right? So one thing that we hear a lot, all of us probably hear this, is being healthy is expensive. So sometimes we have to kind of shake people awake, if you will, and remind them that it's not more expensive than being sick. You know, if you can't afford to be healthy, I don't know how you can afford to be sick. So what are some external objections? Could be the tv, right? Here's what I saw on tv. Or here's what. Even. Even sometimes the Internet could be your enemy because there's so much information. I read this online. Covid, that's another one, right? Toxic Friends and family could be their job, their career, their boss. So what are some external objections that people have? Again, we need to know this so we can speak to it, right? If we don't know what objections people have, what limiting beliefs they have, what challenges they have, then it's hard for us to know how to articulate so that we can overcome those issues. All right, now what they're also going to have are internal objections. And these internal objections are going to be more geared towards themselves. So it could be, well, I'm getting old now. That's why I have this issue. It's in my genes. I don't have willpower. I take after my parents. And in not so many words, they might also say, I'm not worth it. Right? How many people, especially moms, put themselves last? And it could be just that they have low self worth? I'm not strong enough. That's another one. I've tried and I failed. All right, next is philosophical. Why is it wrong that they are struggling with these issues philosophically? Why does it irk you or sadden you or upset you that they're struggling with these issues? Okay, in my opinion, people don't realize how beautiful life can be if they're living to their highest potential. People think being healthy is hard and expensive and it really doesn't have to be. There's lots of fad programs out there that unfortunately rob people of their health and their money. And in my opinion, you know, if young parents especially have poor health habits, then that actually creates generational trauma and robs children of their health as well in their most influential years. Okay? And health should be an active and passive act of self love. That's what we also believe. So philosophically, why is it wrong that your clients struggle and suffer? All right, so everyone clear on what problems they have and how to classify the villain? External, internal, and philosophical. Why is it wrong that they're struggling? Okay, now this is where you come into the picture. This is where they meet their guide, right? So now they know they want to climb a mountain, and what mountain they want to climb because you've clearly articulated that you can help them and you understand them, you understand their challenges. Now it's time for them to meet you. Now here's where we really tap into two. Empathy and authority. Now, there's a reason they come in this order, right? So first, we want people to know how we are able to empathize with their challenges. And then we show them or share with them why we are an authority. And we'll Talk about where that authority comes from as well. So first and foremost, empathy. So I'll share one of my stories. Many of you may not know this unless you've heard me share this story before, but when I was dating my first girlfriend, I met her friends for the first time. And, you know, just naturally you ask, hey, what did your friend say? Or, you know, you know, what was their feedback, if you will? And she said, my girlfriend at the time said, my friend Kim thinks you're skinny. And I'm like, how could she even say that? Because I was wearing like a winter coat and I'm not skinny. At least looking back, in hindsight, I wasn't. And that sent me into this whirlwind of never being called skinny again, to do whatever it took to never be called skinny again. And as a result of that, I was taking all kinds of pre workouts, post workout drinks and shakes and weight gainer shakes, eating some of the absolute worst foods that you could imagine, and also working out as much as you could possibly imagine. So I was that fat bodybuilder kind of guy. And I wouldn't say fat, but overweight for sure, and inflamed as a result of that. So year after year, I just kept packing on more and more weight. And I went from at the time about £150, all the way up to £185. Never felt worse. So I was sabotaging myself with all kinds of excuses, thinking I was muscular when I was really inflamed. And it's because I let somebody else determine my behaviors. I let somebody else determine what I think of myself. I never met that girl ever again, by the way. Not my girlfriend at the time, but the girl that said that. So it's interesting how somebody who didn't even say something to my face, but through a proxy, got that message across. And it literally ruined, in my opinion, 12 years of my life until I, from that point on, learned about functional medicine and realized what I was doing to myself. So many people can relate to a story like that where you let somebody else's opinion become your reality. Now, in many cases, it wasn't even intentional. Listen, if some, if the worst thing somebody can say about me is that I'm skinny, I'm okay, right? Like, now that I've done the personal development work, like, if that's the worst thing somebody can say is that he needs to put on some weight, then I'll take it. Right this day and age, I'll take it. So sometimes we let our own Emotions steer us in the wrong direction. So how can you share a story that shows you're empathetic, that shows people you understand the challenges that they're going through? Right. Yesterday, I shared a story about how I was basically dead broke, wife in the hospital, company owes me thousands of dollars, just moved into a new home, parents lose their business, move in with me. So I know what it's like to be under tremendous amounts of stress. So our guide has to be vulnerable. Nobody wants to hire the person that's perfect. What people have to know is that you understand their problem, but more importantly, that you understand them, that you can understand that when they slip up. Listen, you've done that before. You're not expecting them to be perfect because you're not perfect. Okay? People already have enough judgment. They're not looking for more judgment. They don't want to hire a practitioner that's going to judge them. They want to hire a practitioner who's going to nurture them and guide them back to health. Okay? So empathy, this is so important. This is so critical and vital to your message. This is something that we often, as practitioners will overlook because we feel like we need to be perfect. We feel like we need to be seen in a specific light. And if people don't see us as being perfect, they're not going to hire us. Remember, your mess is your message. Your mess is your message. I was so embarrassed to share that picture of my overweight self, but it was one of my most commented and liked posts because people could relate. Okay, all right. Now, part of letting people understand your story and your slips and falls is so that they understand that you know what they're going through and that you've come out on the other side of fixing this problem, of fixing this challenge. Now we go into authority. What is it that gives you authority? Your authority is in the framework of Pete Vargas. Your empathy is what makes you ordinary. What makes you just like them. Extraordinary is what makes you not better than them, but what puts you a little bit ahead on the journey so that they know that you've done all the due diligence and all the research to solve your own problem, which is very similar to their problem. And you're going to save them time and money. You're not. It's not going to take people 10 years to figure out what it took me 10 years to figure out. Okay? So for business purposes, when people hire me, they're not hiring me, they're hiring a time machine. Right? Because in all the conversations that I have Even in today's training, I'm bringing years and years of experience into the conversation. So what make what gives you authority could be some of the trainings that you've taken. Now, here's the thing. We love talking about the trainings that we've taken, but nobody knows what those trainings are. Right? You could tell if you went to the mall and said, hey, I just graduated from ifm. Nobody cares. Hate to tell you that, because they don't even know what it is. They don't even know what it is to care. Your colleagues might care. They're going to be super happy for you. But nobody's going to say, you know, hey, you've got to go see Burke. He's an IFM graduate. They're going to say, you got to go see Burke. He really understands your issues. He listens, he's caring. He's been through this before. He's helped lots of people with this. So while your trainings do give you authority, I want you to think outside of that as well. Maybe it's some awards that you've won. Maybe it's all the books and podcasts and trainings that you took to solve your own issues. For me, I reversed my biological age by four years. So I went from overweight and inflamed and not truly loving myself to the exact opposite. Maybe you've helped dozens or hundreds or thousands of people with your program. That gives you authority. So experience gives us authority as well. Right? We live in an experience age, not an information age. Write that down. We live in an experience age, not in an information age. If you were climbing to the top of Mount Everest and there are two. Two guides, two Sherpas, and one of them has read every book about climbing to the top, but has never been there. And the other person, they're charging quadruple the price, but they've been to the top 10 times. Who are you going to hire? The guy with the information or the guy with the experience? Or gal. Right. Guide number two? I would hope so. Right. So when people hire you, they're trying to climb their Mount Everest, so they want to know you've got experience. They want to know that maybe you tried several times to get to the top and you couldn't and you had to come back down. I'd rather hire that person than the person who's never been there. Now, I know you've all been there, but the question is, how are you expressing yourself? So when people come to your page, when people engage with your content, are you Just sharing facts that they can get from anywhere else, or are you sharing your story and how you journey through that story and what you discovered along the way? Remember, the brain loves stories more so than information. And information can be told and baked into our stories. And we can string the information in. Hey, here's what I found on my journey that's different than here's what I read in a book. It could be the exact same information, but do you see how that comes out differently? Here's what I read in a book versus here's what I discovered in seeking a solution for myself. So it's these subtleties that make a big difference. Okay, so everyone clear on empathy and authority? Is this making sense now? Awesome. All right, now, the guide, in addition to having empathy and authority, needs to give them a plan, right? So, hey, I'm hiring Burke. Well, he's got to have a plan in order for me to get to the top, right? He's got to present, hey, we're going to go to base camp one, then base Camp two. We're going to stay there for a few days, acclimatize. We're going to go to Base Camp 3. You have to stay there for five days and acclimatize. Then we go to Base Camp 4, where we have to stay there for five weeks to acclimatize. Okay? Because if we go too quickly, you will die. You will literally die. The person who's never been to the top, who read about it in a book, right, they might give a different set of instructions because they've never been there before. So what is your process? What does that look like? If I hire Burke, what does that process look like? Okay, so for us, we're going to identify the root cause. We're going to listen carefully, to design a lifestyle plan that meets your needs and budget without cutting any corners. We're going to provide you coaching, connection and community to help you stay accountable to the plan and feel supported on the journey. And we're going to create transformational metabolic changes that will radically alter their life trajectory for a lifetime. We're going to help you figure out what to eat. We're going to help you figure out how to think more positively. We're going to help you figure out so many elements, how to stay healthy and vibrant. And then once you express your plan and the process that you're going to take them through, then they need an agreement, right? So there has to be an agreement. We're going to support you every step of the way. If you agree to this plan, I'm going to make sure that we support you every step of the way. We're going to monitor and map your progress. We're going to make sure we answer your questions. We'll even stand behind what we do with a money back guarantee and or do whatever it takes to help you. Okay, so what's the agreement that you're going to provide your client. And if they agree, then what's the next step? There is a call to action. So the call to action, there's. It can be very direct or it could be transitional. So the call to action is schedule a root cause discovery call. Right. Or the sc or it could be join my program, depending on what phase of the decision making process they're in. So what is your direct call to action to people? It could even be depending on, again, what stage of the journey they're in. It might even be something as simple as download my free guide, download my free book, join me for an upcoming webinar. But for this purpose, we're going to call it, we're going to call that transitional. So transitionals are kind of like a downsell, if you will. Right. If the budget authority need or timing aren't right, then what is a transitional offer that we can make to them or some sort of action that we can give them? The worst thing that you can do is leave people actionless. I think about it. Imagine you walked into a doctor's office and they just walked out of the room without saying anything. How long would you sit there for? You don't know, right? You don't know when they're coming back. You don't know why they left. So we have to give them some sort of call to action. So it could be. Join our Facebook group. Join my next webinar. I'll add you to a lead magnet that we've created. Hey, we're doing a training that's coming up. Why don't you join us for that? All right. Some of you may even been on one of our calls with our coaches who invited you to join this particular training. Okay, so what are your transitional calls to action? All right, in wrapping up, what we also need to know is what does success look like? What does success look like for your client? If somebody successfully goes through your program, what can they expect? So for us, they can expect safe, rapid and permanent weight loss. They can look and feel the best they felt in many years. They'll have vibrant energy, deep, restful sleep, wake up excited for the day, greater mental clarity, more confidence, better digestion lower stress levels. Now success is going to be what's important to your client. Okay, so I'm just showing you some examples, but depending on your avatar, maybe somebody wants to improve their hrv. Maybe somebody wants to improve their deep sleep. That's why they're hiring you. Maybe somebody wants to improve their libido. Maybe just somebody wants to alleviate constipation. Right? So think back to the problem. The challenge that your client has, and it's usually the opposite of that, is what success looks like. They can play with their grandkids, they can wake up energized. They can wake up and have a positive mental attitude. They can love who they see in the mirror again. They can be a role model for their friends, family and community. They can break the generational trauma of poor health and toxic behaviors. And what we also need to know is what failure looks like. So the human brain craves pleasure and it avoids pain. So we can help them avoid more pills and shakes, more wasted time and money, more wear and tear on their joints. They're not living their most energized life dealing with aches and pains on a daily basis, feeling like it's too late to make a change. They may end up having surgeries or medications that they're put on cognitive decline, heart, heart attacks, long term care, medical bills. What is the downside? Living in regret is another one. So why should somebody work with you? Because of what you can offer them and because of what you can help them avoid from happening. Okay, so we've got this plumbing thing going on and thankfully it hasn't been too disruptive, noise wise. But we realized that there was a pipe that's underground below our basement that the previous owner probably didn't take good care of what he was putting down the sink and it clogged and it backed up. Alright, so yes, I want to get that pipe clear. But more importantly, I want to avoid major damage to my home, right? I want to avoid my sink from clogging up. I want to avoid things from backing up and creating more problems. So what can you help people avoid? And then we also want to understand the character transformation that takes place. And this is pretty straightforward. So people can go from tired to energized, from overweight to healthy weight to inflamed to renewed, from confident, from self conscious to confident, from being an insomniac to a deep sleeper, from being a mouth breather to a nose breather, from stress to calm, from reactive to responsive again. These are examples of our character transformations. So you can help people in understanding what they can expect in working with you. Right. We don't sell. What do we sell? We sell a transformation, not a transaction. And we have to spell that out. What's going to happen? So when the plumbers came, they said, here's what's going to happen. We're going to, this is, here's what we're going to do. Here's our plan. We agree to the plan, They came back, they're following the plan as described, and that pipe's going to go from clogged to unclogged. Our sink is going to go from slowly draining to rapidly draining and we're not going to have to worry about this problem for the rest of our lives. Right. That's the reassurance. Right. And they also gave a 25 year guarantee. So they're doing all of these things without knowing it. Right. They were empathetic and telling us, hey, this happens to a lot of people's families or a lot of people's homes. A lot of people's plumbing gets backed up like this, especially in older homes, because of the type of pipes that they use. They're very empathetic throughout the whole process. But then they also told us that they see this all the time and fix this all the time. That's their experience, that's their authority. Okay? So this is happening to us on a daily basis, on a regular basis. Now we have to figure out how we can strategically position ourselves so that we are following this framework. And it's basically human psychology. So what we covered today is we have a character who is your ideal client, who has a problem. That problem has a villain. There is an external objection, an internal objection, a philosophical problem with this, that they're struggling this way. They don't deserve this. They meet a guide who's you, who is empathetic, who also has experience and authority, who provides them with a plan which they then agree to. Okay? And then there's a direct call to action. And if they say not now or no, then what's the backup plan? What can they do in the meantime so that they're still in your ecosystem so that you could circle back in the future and connect with them. What does success look like, what does failure look like and what does transformation look like? So if you're filling this out on a piece of paper, let your imagination run wild. If you're filling this out on the online form, then you can always come back and edit this. Just make sure you save and it will save the changes that you make. I think there's a character limit. So if you exceed that character limit, then just use short form or just make sure you use one or two words instead of full sentences. And that should take care of that. And this is going to be your messaging playbook. This makes it so much easier for you to identify. Is your client going through this process? Is my messaging taking the client on this journey? Okay, so it's pretty straightforward. And now you have a much deeper understanding of the journey that your client goes through. And you can probably think of examples in your life where you went through this journey. Maybe it was unconscious to you, but now you can bring it to your conscious awareness. This is how we make decisions. This is how we work with certain people or work with certain brands. Okay, was this helpful today? Does this give you more clarity on who you serve and how you're going to serve them? So thank you, Donald Miller, for providing this free tool for us to be able to use. I'm grateful for that. And his book is fantastic. So I'm going to make sure I give credit where credit is due and you can grab his book. It's a really simple read. It's one of those books that you want to buy. There is an audio version, but I would buy the book and make that small investment, maybe our way of paying it forward to Donald for putting this together. And now you have a much better idea of how you're going to communicate. Okay. Without this, it's going to be very difficult for you to acquire new people without knowing this. This is not manipulative. This is not, you know, black hat strategies. This is what you all should be doing. This is what we should all be doing. Understanding the decision making journey that people go on and how we can best position ourselves if we have the best answer. Right. If you know that you're not the best solution for somebody, then it is your ethical obligation to refer them elsewhere or let them know that. Right. If somebody wants to climb Mount Everest and you've gone up K2, but you've never gone up Mount Everest before, then you can't tell them that you have. Right? So this in the right hands is a powerful tool. In the wrong hands, this is still a powerful tool. Right. I'm going to trust that each and every one of you is honest and transparent and loving and caring. Right. Those values we talked about so that you're not using this to manipulate people, but you're using it as a way to attract the right people into your practice. Okay? So this is where you want to spend some time. Don't skimp over this. This will make your life so much easier. And you can always pull it up on your computer. You can even print it out as a PDF. Okay. So if you want, you can print it out as a PDF, you can even share it with somebody. So if you wanted to share it with your marketing team or somebody else to take a look at it, you can share it using the sharing tools that are available to you. Cool. All right, who has questions? I'm actually just a few minutes over here. I have a. I'm at an event. I'm at two events this week, believe it or not, and the other one started a few minutes ago. But I'll stick around for a few minutes to answer some questions that you might have. And happy to also address any of those questions in the Facebook group if there are any that come up afterwards. So you can always post those questions there. But does anyone have any questions? Okay, Anna, go ahead, Sachin.

Thank you. I'll try to be quick. So the question is, once we have that sequence of our story with information pieces embedded, is it assumed that every message that we offer to our potential clients or just interested audiences has all of those pieces of the sequences together? Or we're just breaking our messages down into small bits. So all together they form a story, like over the week, over the month, depending how we plan the messaging. Or we can do both.

Yeah. So great question. You could do both, right? So you could string this out in a sequence of messages for people. Sometimes you're going to have short form content where you just introduce yourself, hey, this is me. Right. Sometimes you're going to have, you know, a greater opportunity to communicate with somebody. So if you're on a webinar, then you definitely want to take them through this whole journey. Sometimes you can have longer form content, so you might take them through the whole journey. Sometimes you might just share the transformation that you've created for people. But what I would do is I would, as you're putting your message out there, I would start with this as a template so I wouldn't go right away and start posting before and after pictures. Right. And because that's working backwards, that's sharing the transformation that people have. If you're doing a case study, when you're sharing the story of the person who went through the case study, you might say, meet Susan. Susan's a busy mom of two. She had tried everything. She was taking all kinds of pills, getting all kinds of testing. Her doctors kept telling her everything was normal. She wanted more health. She wanted to play with her kids. She wanted to be able to wake up in the morning without pain and a throbbing headache. She hasn't been able to get through the last few days without drinking four to five cups of coffee. So she wants to make energy instead of consuming more stimulants. Okay. She's so confused. So much misinformation out there. She's tried so many different programs. She, at one point, her husband tried to convince her it was just getting. She's just getting older. You know, she thought it was her genetics because her mom is this way. She's tried and failed so many programs. So she had given up on herself. And then you then go and share how she met. You know, Susan attended one of my webinars and I shared a story about xyz. We put her on a plan. She agreed to the plan and said she would commit. And then here's our results. Right. So you can use this in a case study format as well. So this, this is going to be like a blueprint that you can extrapolate in so many different ways for your program. All right. Any other question? Okay. Well, thank you all. Have an amazing rest of your day. Looking forward to seeing these completed. What I'm going to ask you to do is when yours is finished, I'm going to ask you to take a screenshot of it and share it in the group and share your biggest takeaway. What we're going to do is we're going to draw a winner for those of you that have have it completed. The deadline is tonight at midnight, so tomorrow morning we're going to draw. All you have to do is take a screenshot of your finished story, brand, script, and that'll qualify you. Okay. All right, have an awesome day, everyone. Lots of love, lots of gratitude. I will see you tomorrow. Bye for now.