The poison is sneaky. A single 15 minute workout increases your brain's ability and efficiency to create neural networks required for learning. So that means what you were moving and working out your brain is actually more efficient and retaining information and programming your subconscious as compared to being dormant. Now think about that for a second. When you moved last, what were you listening to guns, drugs, be trash, like swear words, cuss words? Songs about scarcity. The world is happening to me songs. My life is miserable songs. Listening to the news of people, complaining about everything. Think about it.When the last time you moved, walked, worked out, even drove just apply this to everywhere. What was the last thing that you were listening to see every moment of your day, you are absorbing information and training yourself on how you see. And how you show up in the world. It's not in the 20 minutes of reading or the 30 minutes of meditation, those help, but it's in the other 23 hours a day that the teachings are happening that they've have a compound effect three months, six months, nine months from now that an hour, a day can't un-train. As it's been said, you are the average of the five people you spend the most time with. I think that deserves an update. You're the average of the 24 hours of programming you allow into your world? 18 months ago, I made a rule that I wasn't allowed to listen to music with lyrics, unless it was from a shaman. Or it was just instrumentals. And then I took it one step further and said in any moment of my life, I only have the option to choose one of the following six things. Number one, silence, try it. Working out noise, canceling headphones with nothing, driving in silence. Number two. Audio books that I intentionally choose to either propel me forward, or I think it's fiction words that aren't real, that are good, positive stories. Number three Chemonics music, number four, instrumentals number five, incantations or affirmations. I E like guided meditations, positive affirmation tracks. Tony Robbins, that cart totally. Or even better. Affirmations that I record in my own voice. There's an amazing app out there called subliminal. And you can record your own affirmations in your own voice and listen to them, which gives your brain. It's like a fast-forward button because your brain recognizes your own voice. And so there's that one. And number six is musicians with positive messages and music. And so two musicians that I'm obsessed with lately are Will Evans and Sat Sang and they actually tour together. Travel hall is another one.So I listened to music about presence and consciousness and forgiveness and growth and love and all those things. So if it has lyrics, I listened to it. India Arie is another one that I listened to. So I wonder if that has any impact on the fact that everything in my life has been a rocket ship, including my happiness. So my question is, are you aware of all the programs that you are installing in your computer every day and are those programs propelling you forward or are they holding you back? I wrote this post the first time a year ago, and then I updated it and then I really have had the chance lately to look back and see the positive effects of this decision in my life.I don't watch television. We don't have cable, so I don't watch the news. I don't consume much social media. Outside of people that I'm supporting, like my mastermind, my students, or my friends, I try not to consume any agendized media. I try to make sure that anything I'm consuming, I'm controlling, I'm intentional with. And when I say that the poison is sneaky, I can literally see a direct correlation between what I've allowed in or what I've even allowed to touch me. And my success and my happiness. And so I don't think I can ever go back to just blatantly listening to the radio or watching the news or letting other people dictate what I do or consume. I have to stay intentionally consuming because it is literally me writing the programming of my super computer that runs me every single day. And yes, I still have sadness and anger and joy and trauma and all these different emotions that I experience, but I don't numb them out by disconnecting distraction.I intentionally sit with them and then I'll listen to the right thing or I'll journal or I'll do something. But when I say the poison is sneaky, I realized that most of my career when I had success and lost, it was because I became victim to the noise of the outside world. I started to believe what I was hearing or comparing myself to others or listening to other people, complain or finding skepticism when I didn't have any before. And I've now very much realized the power of what I allow into my space and just to be clear, I still have FOMO sometimes. I still have fear of missing out like, Oh, what if I know? And I'll still catch a headline on social and want to go dive down the rabbit hole and Google it. But then I ask myself why is my life going to be any better knowing what happened in that scandal? Is my life going to be any better? Knowing what happened in that fraud. Am I going to be a better husband, a better father, a better human, a better business owner, a better entrepreneur. Am I going to help you listen to this more by reading about that? Probably not. And I still catch myself I'll find it, I'll catch myself reading it and I won't do it anymore. I'll stop the activity and I'll shift it. But the poison is sneaky and whether we like it or not, we are surrounded by negative programming. We are surrounded by scarcity by not good enough conversation.But when we think about most marketing, a lot of it harps on pain. And a lot of it harps on us staying in pain. You think about that. And so when we know that we're surrounded by that televisions, drama, reality, televisions, controversy, headlines, more blah, like we're not sitting here watching the happy go lucky news. And for whatever we see reported on the inference of that, maybe that's not the right word, whatever you see your part on the other side of that, there's also positive stories to report on, but those don't get attention. Those don't get consumption, but we have to be really intentional about what we consume and what we allow in now.so the poison is sneaky and I wrote this post around my workouts because for years I only worked out to music. And one of the hardest things that I did was I started working out in silence. Now I'm one of those interesting people when I would run, I would always like to run in silence and just listen to nature. But when I was in the gym, I always wanted to listen to music, the hard stuff or anything. And I started working out in silence and running was easy for me, but working out like lifting weights and moving a lot in silence. Was actually really difficult and most gyms play loud music. So I was just started using my noise, canceling headphones and keeping them on and may end where there's some interesting thoughts in there of self-doubt you can't do it.Do one more like without any external fuel whatsoever, but it ended up being really powerful for me. And now what's really funny is when I work out with heavyweights. I actually listen to like lectures from philosophers or doctors or audio books or things like that. Like now I don't even listen to music when I work out. I just listened to good positive talks, but I wrote this post because I was going through that phase and it was really interesting because as my body's working on and moving. I have an increased ability in my brain to create neural networks for learning. And as I'm working out, I'm actually more absorbed full of all that stuff coming in.And I worked out once or twice a day, and I was thinking about all that rap music that I listened to and things like that and what it was saying and what I wasn't even like consciously hearing, but with subconsciously programming my body. With subconsciously programming, the computer that would then go relate to my wife, relate to my customers, relate to my team and wondered why I was acting or behaving the way that I was, because I was a little disconnected from self and my values because something else had programmed it in.so I wanted to talk about this because, as entrepreneurs. As business owners, as people that are listen, you're listening to this podcast, you're changing the world. The end. Thank you for doing the work that you do, but your job isn't to shine somebody else's light. Your job is to shine your light. Your light is what makes the difference, your light, signature the brightness of your life, your message, your product, your story, your offer, the way that you lead your team, the way that you lead your family, the way that you speak words into people, the way that you speak words in yourself, like every single thing that you do is your gift. And the more time that you have connected to you. And your intuition in that space, the brighter your light becomes. It's your message. Not somebody else's message that stuff. Isn't going to help your message. I need you to spend more time in relationship with you and your message or disseminating your message. Like instead of listen to the musical, make music, instead of listening, just go do a live video, make content, do something. You need to be intentional about every single thing that comes into your world. Every single thing that you hear that you watch, that you listened to, you have to be intentional about it, including the environments that you're in. if you're not consuming leave space so you can create. So if you go into the sauna to sit there and silence and watch what happens, you'll consume your own thoughts and you'll have the best clarity you've ever had. Go sit on the couch, look out the window and just stare at nothing and practice boredom for 30 minutes.These are the seven book recommendations that I have. Book number one, I'm going to preface book number one. With a statement that I learned to love and understand more and more every single day. You are guaranteed to be in a relationship with one person for the rest of your life. And that is you. And it is a relationship shift that needs to be practiced and pursued no different than your significant, other than your kids, then your business partners. It has to be pursued. So book recommendation, number one, Love Yourself Like Your Life Depends on It by Kamal Ravikant. So book number two is the wedge by Scott Carney. Now Scott Carney wrote another book. I think it's along the lines of what doesn't kill us. How cold exposure he studied. Wim Hoff. I got into cold therapy and breath work through Wim Hoff cold therapy is what helped me start to be. More proactive and less reactive to situations outside of myself. It was huge for my PTSD, my nightmares, the things that I struggle with. And so book number two is the wedge by Scott Carney. And basically my summary of this book is this book talks about and gives you ways to teach yourself on how to control your autonomic nervous system. So in the world happens when trauma happens, when your ad account gets shut down, that employee quits, when you lose money. That you are given a moment of awareness to pause and choose your response instead of reacting. And so it puts you in the driver's seat of awareness and it gives you tools to train yourself, to be able to hold what's coming in from the world. So you can respond versus react.Book number three, the secret to life, the secret to life. The thing. That we don't appreciate until it's taken away and that most people wish they could have one more of. Breath. So the book is Breathe by James Nestor. Now I had done breath work and understood breath work and use breath work. But once I read this book, it changed my relationship and I realized how breathing is the secret weapon of success for entrepreneurs and human beings that utilize it? It's absolutely mind-blowing. I could not do this book justice. Breathe more, but breathe more now. And then after you finished that book brief by James Nestor. Book number four, in my opinion, is a manuscript, a manual of how you should live your life and how you should live in business. This book is a playbook. It is literally a playbook that guarantees your success both in life and in business. And this book is called the Go-Giver by Bob Burg. The Go-Giver by Bob Burg. It'll change everything. Guaranteed. If you use this book as a manual, there is zero way. And zero way that you can lose in life or in business. So book number four is the Go-Giver by Bob Burg. Now book number five is about toxic thinking and toxic thinking is something I didn't really understand and toxic thinking. When eliminated is just a simple choice in the way that we have an internal dialogue and the way that we relate to certain things, this book is by an author named Jamie smart. And this book is a really easy read or a really easy lesson. It is called the little book of clarity, the Little book of clarity by Jamie Smart. And let me give you the overview and the premise for me. So basically I lived, most of my entrepreneurial career of I'll do this when right. I'll buy that. When I will start working out. When I hit this number, I will hire this employee. When I get that, I will spend more time with my family when I hit that thing. Here's the truth is that thing never comes because the finish line. Always moves. And so toxic thinking is thinking just that there is any other moment, but now, and it gives a really simple tools and practices to shift that, thinking to create the results now, which actually amplify everything that you do. And so that book is absolutely amazing. Book number six, books. Number six is extreme ownership by Jocko Willink. Now I might have an affinity for this book because I was in the military and I really appreciate directness, but Jocko. I don't care if you've heard of him or not the way that he delivers the wisdom through his life experience. And what he has is mind blowing Jocko was a commander in the Navy seals. I believe, I don't remember his specific rank. He was in the Navy seals. For most of his career has seen stuff that most human beings should never wish. That another human being saw he has had experience with things that most people never experienced and the way that he delivers this, plus being a husband, a father, and a human being is just absolutely beautiful to me. And so I've never met Jocko personally. I consume a lot of his content. I love his books. I love a lot of his social posts. I love the example that he is, but this book is extreme ownership. Is really an important concept to understand as a human being, no one's coming to save us as a business owner as an entrepreneur. No, one's coming to save us. If you have low sales, nobody's going to come magically show up at your doorstep and bring you on a unicorn, a sales bucket. We have to find the solution. We have to empower somebody, inspire somebody, do it ourselves. Nobody's coming to fix that situation. Nobody's coming to have that hard conversation. Nobody's going to come lose the weight for us or make the money for us or change this for us only. We are. And back when I used to be in the personal development world, when I was going through trainings, they always used to say a hundred percent responsible, a hundred percent of the time. And it was this concept that I really didn't understand. And what took me a long time to understand it wasn't even, it wasn't even the fact that like I might be responsible. It's the fact that I look at every situation like I am responsible, which empowers me to always choose my next input. And so no one's coming to save us. Nobody's coming to save me. And so extreme ownership is a very amazing way and an amazing book that reminds me of that. And it gives me the tools required to put me in action. And then my final book is about perspective. And my final book is about deep perspective because I have a story in my life, I've experienced the life that I've utilized as a story. I have life experiences that most people, when I share them, give me sympathy or empathy. And I have a story that I've been able to hide behind before. Where my story has been my crutch. It's been my distraction. It's been my kind of excuse card, my get out of jail free card. Like I don't have to do the whole work side of the story. And I used to hide behind this story and my story was missing some perspective because I wasn't using my story for good all the time. I was using my story, but I didn't know better at the time. I was just afraid to feel and afraid to be really vulnerable with those close to me. But this book. Oh, man. I listened to this book like once every six months and this book just has a way, it has a way of like slapping reality. And to me, like slapping perspective into me where I was like, I would give anything to have my life again, a hundred times over from this book.And though that book is man's search for meaning by Viktor Frankl, man's search for meaning by Viktor Frankl. I can't say anything else about that book. I won't even do it justice, if you have never read or listened to that book, do it. If you have listened to it again, and then consume a lot more of Victor Frankel's work, I found writings from him and things like that. It is absolutely mind blowing.
I discovered, this kind of natural gift that I had to hear harmony and to I, something about the natural reverb of  the Baptist church that we went to and that's stuck with me all my life. I just loved that, that resonating tone and acoustic music in particular has always been my foundation.  I've delved in electric and electronic and all those different styles, but if I can make the sound without amplification it's, it seems to me more rooted in grounds me more. So a lot of my music is inspired by being in nature. I'm, I've been a lifelong surfer and an environmentalist. And I think that kind of comes through a lot in the songwriting . In a lot of the music is written, while I'm immersed in those places, I'll write verses while I'm sitting on my board in the middle of new England in the middle of winter. The water's 36 degrees and it's just, that's my church now is where I can be in those spaces of complete unattachment from This kind of new age world that we live in of of technology and instant gratification, you have to stick yourself in into nature and there's no compassion, the ocean doesn't know compassion. it's really you're putting yourself in harm's way and when you figure out how you react to that, I think that's when you really discover who you are. And so I always just feel like that transcends through sound. It's Sonic waves are the same thing as ocean waves,they begin somewhere and as they get further apart, they spread out and it's just this interesting analogy. I've. I just realized over time as my life is all about riding waves, sound waves, and rhythm, are like the essence of who I am. That's the womb version of how I become musically inspired.I've definitely struggled with that balance of obviously we have to make a living to be able to do to continue to make these albums and stuff. It's getting harder and harder as streaming revenues are abysmal compared to when we used to. Have, even downloads were a much better, 67 cents per dollar was the average for iTunes downloads. I could almost guarantee after I put an album out that I could make back. Within the first quarter, at least half of what I put into it. And now, you it's been two years since I released rise and I haven't even gotten maybe a quarter or halfway there what it costs me to make it.  And that's troubling as a, family man and obviously I, family always comes first and making sure that we're taken care of is important to me and touring this year went away completely. So that was really my bread and butter was the touring side of things.And I've always seen myself more as a live musician than a studio artists, because I just, I get something off of the audience and the vibration that I can't explain that really makes me believe in what I'm doing And I just, I put so much of myself into the performance that I've had a hard time this year, without that experience we've, I've done a lot of live streaming, but it's just, it's not the same at all to as being in the room with somebody and feeling their energy and sharing energy with. And I think that's been obviously a huge issue for a lot of people this year is that isolation we've been feeling. But I'm anxious to get back to, that human connection, that experience of sharing energy with another person and many people in my case.I have tons of songs that I've shelved because I just quite, wasn't quite happy with where it was. Ended up or landed or it's, maybe it just needs a few more tweaks, but generally thosesongs I'm not too worried about because if if I am working that hard to try to finish them. Then chances are, they're not that good in my experience. The best music I've written is. It takes me a day to write and it's because you're so raw you're so tapped into whatever emotion it may be that you're trying to translate to to art or to music in this case. You hit this flow state where it's, you're just acting as a conduit and you just have to let yourself open up to that.song writing is such a therapy. That I just dove in and that song came out and, I recorded it a week later and it was the last song to get on the album to amazing to me, like when you know that, that happens in, that kind of goes back to that whole idea of do you need to suffer to create great art. So it's maybe not always this suffering, but it's really opening yourself up to be that conduit to whatever emotion is coming through and letting it be an unhindered, undistracted.My first album, I tried so hard to be poppy Taylor Swift's sensibilities with the songwriting. And I hated that. I hate that, the production on that album kills me now when I listened to it, because it's not honest, it's not who I really am, but I was trying to get away from who I was, because I wanted to restart myself and, be this be it be a new artist and Represent myself in a different way than I have been before, just because I was connected to the band, but it took me two albums to get to back to where, in rise I'm going back to my roots, as an artist, as a songwriter. And I just let that flow and it. It was a hell of a process because I had all kinds of other issues on the recording side of things where, you know, the person I had originally recorded it with, I, he started doing the mixes for me and they weren't really coming through the way I was envisioning them. And so I wanted to take them to another producer to keep it a little more envisioned with what I had and that caused all kinds of drama. And I don't do well with drama to the gateway. Like good business in are notorious for having these issues right of sensitive people who are working with other sensitive people and nobody wants to piss each other off. finally got that record out and, just to get nominated for a roots album of the year in New Zealand and was just like such validation for me okay, this is who I am. These songs, speak my truth and it doesn't have to be a three and a half minute pop song like that. This is the people who need this music and this message will find it.What I need to do, and I know I'm, the songs are coming so fast right now. We have a new child, so that's been super inspiring, but I have all these new emotions that, I'd been, I didn't realize were there even and experiences that I'm able to now translate into a way that is uniquely me, that seems to be connecting with people and that to me is, that's worth more than any paycheck is that gratification of okay this is so real.And so I trust me a lot of these songs that I write for myself to try to encourage myself cause when I'm on stage and I'm singing my own words back to myself it's like a mantra to me to, if I was singing something that I didn't believe in. I would, I'd kill myself, I'd be up there. And if nobody showed up or even if they did, I feel like I would be deeply dissatisfied because it wasn't honest. It has to be, whatever it is that you know is instilled in me. And maybe it's my father was just a very honest and Hardworking guy came from nothing and he's, work to have family of three and done well for himself. And that's just that inspiration, every kid wants to outdo their father. I feel like in, or at least be on the same level or just make them proud.Truth, honesty, all these things that I try to put into my music, like compassion and, my music is for everybody it's not, and that's the greatest joy and gift for me is when I'm at a show and there's, grandmothers and grandfathers, and they're like young children. I want, I love that community. That's the way it used to be. I feel like it was, the whole town would show up and there would be music would. We'll just come out of the, onto the streets and people would celebrate life and, or, it would be there for them when they were working through hardship. Music was a part of everything. And I feel like it's become so commercialized, targeted. And I just want to go back to the rawness, the roots of what, what started it for me singing in church. I didn't know what I was singing or what, if I believed in any of those things. It's it comes in a lot of different forms, if I'm really raw and just feeling that I need that kind of. Nurturing hand of playing, playing music and just being alone. Then that's often when you know, something really vital will come out like a family tree or whatever, and it's just, that's usually just stream of conscious. If I'm working on a song like Adam and Eve took me a little while because the lyrics are pretty rapid fire and there's a lot of them. It took me a while just to memorize it. I would, yeah, I would certainly, I'd be out surfing and oftentimes you get 20 maybe 30 seconds at the most on a wave if you're riding it right. The rest of the time you're paddling. So when you get into the way you have like this, this free flow section to improvise on. And a lot of times I would be, I'd be humming the melody in my head. a lot of times I'll just start give them think I'm nuts when I'm going down the way, they see my lips moving and I'm kinda like Dancing and groove. And it just to me that's I'm riding this piece of energy that was formed thousands of miles away. With this, the wave crashing on shore is the end of that energy's life cycle. And I'm enjoying this experience with it from a human standpoint, that's just, so to me, that's just so unbelievable. It's what could be a cooler experience in life and to have that intimacy with earth and energy that, as it's on its dying breath. So like it's such a creative space for me. I'll do a lot of just freestyle lyrical runs when I'm on a wave, then I hope that I hope if I get something real good old paddle in and I'll write it down or record it on my phone. I've had, I have so many voice memos and, bizarre videos of me in the middle of the night with I get a melody in my head.The main issue we're seeing a lot is this kind of painting. You're either on one side or the other especially in this country. And I wish that. We could, our leaders would remove themselves from that somehow. It's hard because look, the media, it feeds off of that and they are the ones who really paint that picture more than anything, in a lot of ways. But I think we can use our own eyes and ears and listen to people speak and My, my hope is that I will always choose a side of compassion for those who are less fortunate than myself. And I will always take time to listen and really because issue, there's so many things that are so complicated. Yeah. And everybody's beating their chest Y if you're, if you're a BLM person, then you hate cops and that's just not the case. And if you're, if you're, if you don't support BLM you're white supremacists and that's not the case either. There's this there's these staunch kind of rivalry that we've been forced. With because of social media, in a way that, your social circle gets recycled too, to, you end up seeing like an echo chamber, they call it you see only what you're interested in and what you're in alignment with. And, that breeds just contentment for the other side. And I just want, I just think that, if we would all just. Like he, like you were saying earlier, I think before we started podcasts and go out and sit with a tree and just to witness the, the witness life and its in its real form. And like that tree doesn't see sides or anything it's just trying to survive. There's so much we can get from nature. I think that opens our hearts too. The fact that we're really just we're just an infinite spec of matter in this huge picture. When you zoom out, things become a lot easier to perspective. It becomes a much, much better. I feel like it's just, we're so narrowly zoomed in on what we like and what we don't like right now that's causing a lot of the issue. And I think if we would just all just pause, breathe more. And instead of going into every situation, so tense and tight and angry before anything even happens, that she just woke up yet.And really hearing out all sides of the story before you jumped to conclusions. And then once you, you do have a better understanding of the situation that you do the right thing and you stay and for what the, those that are less fortunate than you and are being oppressed by whatever.The system is or whatever the situation is. A lot of the songs on rise were written for the water protectors I've, deep connection and roots to indigenous culture in this country. And, I don't need to give you a history lesson on it, but it hasn't been all rosy, as you can imagine, and there's still. They're still dealing with their lands are being overrun with pipelines and things like that. And there's just so much wisdom that you can learn from these elders, these people.
A lighthouse is not interested in who gets its light. It just gives it without thinking. Giving light is its nature. And this is a really powerful quote for me. It reminds me to be consistent. It reminds me to be congruent. It reminds me to keep playing the game, unattached to the outcome, some solid call it delayed gratification, some colleges serving and unattached to the outcome. It's really about running your best race and doing your best every single day, but what's so important about that message is that as business owners, as entrepreneurs, as human beings in your community, in your family and in your life, you are a source of light. And you either recognize it or you don't, but the faster you recognize it, the faster you recognize the power in your light, the intention that your light gives off to the world, the results that it creates, how people are magnetized to your gift and you sharing it. And our jobs are to be a lighthouse and we can't control every boat that comes to shore. We can't control who turns in or turns out that's up to them. But our job is to ruin that constant and consistent source of safety and light. And so that's one of my favorite quotes. A lighthouse is not interested in who gets its light. It just gives it without thinking. Giving light is its nature.I look at entrepreneurs as people that give light. I look at business owners as people that give light, we put out these beacons of light into the world and we guide people home. We say, this is the path. This is how to get here. We have a solution for you. We have a community for you. We have a service for you. We have a product for you, and it's in our job to continue to do that. And there's going to be people that take it and then don't do it. There's going to be people that come and leave the center and people that pass by, even though we know we need it, but our job. Is to remain constant and consistent on attached to the outcome.Where do I find my ideal customers? Where do I find my ideal customers? That depends. It depends on a lot of variables. And it doesn't matter what phase of your business you're in, just starting out or massively successful. Our customers change. The market, changes. The world changes. Our customers are pretty iterative and we have to be really plugged in. First you have to ask self who is your ideal customer? And not like I'm a soccer mom that drives a minivan. But who is your ideal customer? Some of the questions that you can ask yourself, question number one, what do they want? What does your ideal customer want? What do they spend their time doing?What do they pay attention to even outside of your market or focus? What are some of the other things about this person that defines them? That's step one is you have to know your customer and my amazing copywriter, Alex. Who's been on the show. Gave this exercise in this episode and it's so powerful, but when you really want to sit down and understand your customer, like who is it?Once you get a clear picture, I want you to sit down and design a day in their life. Like literally like on a piece of paper with time, like a day in the life, like every moment Oh, What time do they wake up? When they wake up, what do they do? Do they go for the morning pee or do they go for the cup of coffee?Do they stretch and meditate or do they go right for their phone? I want you to, to the T like 7:00 AM, seven Oh four, seven, 18. This is the breakfast I eat. They're always late. They always smell coffee on their shirt. I want you to take the time. I designed this day. This exercise is absolutely mind blowing by the way, but I want you to design a day in the life of your ideal customer.When do they pick the kids up? What kind of car do they drive? What do they listen to in the car? What are they thinking about when they listening to it? What do they do at work? How many pee breaks they take, even though they don't have to pee, like how many breaks? Like I want you to really put yourself in the shoes of your ideal customer.And so when you're asking yourself, who is your customer, you want to embody. That customer, like you want to be in their life. If you took a pair of glasses and put them on, I want those glasses to be the lens of their life. I want you to see what they see. I want you to feel what they feel. I want you to do what they do.I want you to eat what they eat and yes, you can talk about food. And still sell business and marketing, you find common ground. And so when you think about who is your customer, I want you to do this. So ask yourself these questions what do they want, what do they spend their time doing? And what do they pay attention to?What shows do they watch? What are they watching on Netflix? What books are they reading? The more information like the more embodied you can be about who that customer is, the faster you have, all the information you need. To identify. How do you find your ideal customer? So step number one is who is your customer?Step number two, which is a part of that exercise and then pulling some parts of that exercise is where do they hang out? Like where does your ideal customer hang out? Are they hanging out on LinkedIn? Do they listen to podcasts? Do they go to local meetups and farmer's markets? Do they hang out in Facebook groups?Do they hang out on in-person events? They hang out on virtual events today, not use social media. Do they read magazines? Like where. Do your ideal customers hang out now, of course, or to know where your ideal customers hang out, you have to know who your ideal customer is, right? That's why step one is know who your ideal customer is.Step two is know where your ideal customers hang out and be specific. Are they hanging out at the train station or do they get a cup of coffee at Starbucks and sit there for an hour. But. The reason I say this is because you're not going to know where to find them until you think about all the avenues and possibilities about where they say, where they hang out.So it depends on what side of my business that you go to, but like for you listening to this podcast, I would venture to say that I'm not the only podcast that you listen to. And I love that, but that means that I know that some of my ideal customers are podcast listeners. And so that means if I go on other podcasts, I have a likelihood of finding my ideal customer on those podcasts.But you have to ask yourself where do your ideal customers hang out? Are they shopping on Etsy? Are they playing around on Pinterest? Are they on a social media app that nobody else uses? Are they on Reddit today? They invest in Bitcoin. Like you have to do the time and figure this out. And once you figure it out, you have the second ingredient needed.So when we think about where do I find my ideal customer, step number one, you have to identify who they are. So who is your customer? Step number two is you have to basically identify all the places where they hang out. You have to make a hypothesis. Like I think they're here. I think they're here.I think they're here. That's step number two. Step number three is you actually have to validate that's where they hang out. You have to validate that's where they hang out. So for example, I know I know now, but let's say I assumed, or I made this hypothesis. My ideal customers hang out on marketing podcasts.I think that my ideal customers listen to other marketing podcasts and business podcasts, and I'm like, Oh, that would be a pretty safe assumption. So let me start. I personally have been interviewed in over 1500 podcasts. I get less people from a marketing podcast than I do from like mindset business theory and even some personal development ones.Because I tend to talk about a lot of those different things. I found that a lot of people that just hang out and just listen to marketing podcasts, don't like what I share. Because I don't share jest strategies and tactics. And so step number three is that you have to validate that's where your ideal customer actually hangs out.And so this is where actually, if you're watching this on video, I just rolled up my sleeves. That's really funny how my brain works. I was foreshadowing what I was going to say. This is where you have to roll up your sleeves and you have to go be in a relationship with people. So you can get inputs and feedback that's where your ideal customer is or wants to be, or that they hang out there.So you have to interact with these people in different areas. And so let's say the hangout in Facebook groups, you go in there, you actually engage with them, you, but on their posts, you ask them questions, you engage on their posts, you're not selling your stuff. You're finding out information about these people and seeing if they're your ideal customer, you get to know them. You ask them questions. If there's anything you can do to support them, you get on a call. If you can, you support them organically. But if it goes beyond your container of set, helping for free, of course, they can become a paid customer. That's the ultimate dream of this.Like God, I think all my customers hang out in mom's groups for. Oh, body, weight workouts on Saturday mornings and your interview with them and you're engaging and they're all, DM-ing you like, I really want your help. And you're actually getting DM so much. You have to charge great.You found your ideal customer charge money, and there you go. But the inverse of that is that when you validate where they are, you might think God, all my moms are hanging out in that group. It's for this and boom. And you start interacting and engaging and they are potentially your ideal customer.Not yet. They're not willing to invest in a meal plan. Or nutrition or accountability, like maybe they're in that group, but their needs are fully met and what you have to offer. Isn't a pain point for them. And then you're like, all right, cool. These people aren't actually let me go to the next one.Let me find the health and fitness group for public speakers or entrepreneurs who don't have time to work out and then start there. But you have to get feedback, right? Your ideas are great. But until you put your idea into the world to get feedback, you don't really know what it can look like. You can spend all day designing.This is who my customer is. This is how I support them. This is my offer. This is boom. And if you do that behind closed doors, you're going to have this illusion that this is it. This is it. This is nailed it. And then you launch it and you're sad because you don't get it validated. It doesn't take off like you think it does.And then you're left, frustrated and resentful where. If you get really clear and in the part of your process of making this, you go validate it and you go find these people. Then you go out there and you go engage with them. And here's the thing I literally am like, Oh, my ideal client hangs out on Facebook in my Facebook group.A lot of them don't a lot of them refer people who add me as a friend. And then when they add me as a friend and I send them a video message, they become my ideal client. And it's really interesting in how they all go out. But you have to validate that they hang out there. And so you have to build these relationships.You have to show up consistently, you have to put some content out there, you have to engage and you have to test the market. You have to test the market, think about it. Like you're walking through the mall of the 1990s and they're handing out orange chicken. What they're really doing is validating whether you're a customer or not.Because if you walk by and take the sample. Then you have the potential of becoming a customer. So normally once you took the sample, then they had a conversation, Oh, do you want more? Here's boom. But if you walked by and didn't take the sample, they didn't chase you down and try to convince you and then build their whole marketing about people who refuse our samples that we try to convince to buy orange chicken.No, they validated the offer. They were getting our attention. They were doing it. And this is what you must do. And so what does that tangibly look like? One example for me, one example for me is I have been a lot of Facebook groups. I get added to them all the time. More than I count, and here's my PSA.Here's my declaimer. My disclaimer, please stop adding people to Facebook groups without their permission. Like pretty pretty. Pretty pleased. That would be absolutely amazing. I would love that. But Facebook groups are an awesome place. And what I didn't know is I joined a mastermind and a mastermind pretty much like mine.Pretty much like mine and I joined this group and naturally I just started engaging in the group cause I was paying to be in this mastermind. So I'm engaging in the group. I'm engaging in the group, I'm engaging in the group and I'm like engaging, and then I'm engaging and I'm offering advice and offering feedback.And I start getting DMD all the time. Oh my God, I want to work with you. I want to work through. And I was like, ah I don't play daddy games. I don't play mommy daddy games. So I actually reached out to the mastermind owner. I was like, Hey, listen, like I'm not doing this boom. And they're like, actually, no, I don't want to run this mastermind anymore.Boom. And they're like take them. And I ended up by just showing up in this group as a student and adding value, found a lot of mastermind members and the timing was impeccable that I did not think that was going to happen. Like I was accidentally put into that place. And into that spot and I established these relationships and then eventually they turned into customers and I launched a mastermind because of it.I completely launched a mastermind because of it. And so that happens. It happens all the time. Another one for me is public speaking. Now I love speaking, but I don't advertise myself as a speaker at all, but I tell all my friends, Hey, if you do an event, if I can add value in any way, if I can add value in any way, shape or form, please let me come.Like you don't have to pay me. Like I love speaking. I love answering questions. I love engaging with people. And so I'll never forget this. I had a coffee meeting with one of my buddies and he was like doing this. And I was like, yeah, do this. This is what I would do. And he's Hey, do you want to come to my event?I'm like, yeah, I'd love to. I was like, just buy me a hotel room, cover my travel. And he like, okay. And so I go to this event, I'm not selling from stage. I don't have an offer. I don't have a booth. I don't have any of it. None of it. I'm like, I literally am here to serve. People's faces off. And I was like, I just want to help.And of course I'm like, okay, there's 800 people here. Some of them are potentially my audience, but I just said yes, like I say yes to all of these opportunities because I love them. But here's what happened. I ended up giving this keynote and because I wasn't selling, I was literally doing a Q and a, the whole time.I ended up closing multiple seven figures of business from this event over the course of a year. And all I did was answer questions. I'm like, God, when I'm done, if I can answer your questions anyway, just come find me in the hallway. And I answered questions for 10 hours, but all I was doing was adding value and here's, what's not, I didn't think that this was my audience.I literally went because I was like, yeah, if it can add value, but If you looked at me on paper, like George, you want to come? Boom boom. I would have never, in a million years thought that this was my audience. I literally, it was a kind of nice down. Most of the principles I teach didn't apply it wasn't for that type of business and it ended up becoming it and it showed me a part of a market.Where I had an ideal customer that I didn't know was an ideal customer that I wouldn't have gotten without that feedback. And so I show up, I give this keynote, I answered all these questions. I ended up building seven figures of revenue just off that talk, but it actually expanded my entire outlook of who my ideal audience was.And a pain point and a possibility that I never would have thought of nor would I have known where to find those people. So those people were all Amazon sellers. And I was talking about e-commerce businesses, customer journeys, email marketing, social media marketing, and this audience was doing a lot of advertising on Amazon, where you can't do a lot of those things.But what it introduced to me was this pain point of Amazon companies that didn't want to be on Amazon anymore. So then I got to shift and I had this whole consulting arm of my business of helping Amazon customers build a brand and presence the right way off of Amazon. And I only got that because I validated.I validated that offer accidentally. But if you think about all the times you intentionally do it, what would that look like? If you're like, God, my ideal audience, there are these people. They listen to these podcasts. Let me go get on a couple of those podcasts and you go reach out God. I'd love to come on your show.I'd love to add value. You get interviewed and you have an easy call to action. Shoot me a DM or send me an email. And you go on the show. There's a hundred people who listen, and six people DMU. Great. If you go on the show, a hundred people listen, a hundred people, tell them a great go to show it a hundred people listen, and no one DMV.Great. Keep going, give yourself a control, but go on five, 10 episodes of the same caliber talk consistently about the same thing, have the same call to action. And if it doesn't work. Or you're not getting any feedback. That, that isn't potentially where your ideal customer hangs out and you make an adjustment, or if you do know you double down on it.And so those are just some examples, right? Another one, actually, I'll give you one more because this is my favorite one. I'll give you another one. When I started consulting on business and marketing. So when I started consulting on ethically scaling your business right through customer journey, email marketing, Facebook ads.I was literally like all marketing companies. Boom boom. And I'm finding them, but I got invited to an event I used to go to as a food blogger. I'm not speaking, I'm just an attendee. It was expo West. So there's 5,000 brands there, but they're all food brands. They're all natural food brands, companies, like vital proteins or Bubs natural. Those are Mark's daily Apple or, any big food companies as Croix. Is there, Stonehill, like all these food companies, like the biggest. CPG consumer packaged good food companies in the world are hot this event. And so I'm going to see all of my friends because I was a food blogger for a good, I don't know, seven years at this point.And so I'm going, and I'd only been consulting for maybe six months, but I was good. My pipeline was following everything. And so I start walking around and seeing all my friends and all my friends are people that I used to be an affiliate for. They'd send me their product. I'd promote it. I do it.And they're all like, what are you up to now? And I'm like, Oh, I'm consulting. They're like, I have that problem. And then literally the next two years of my life was spent just consulting health, food companies on how to build and scale a customer journey. Another one is you go to an event as an attendee and I've gone to the quote unquote you're one funnel away event.And I just sit in the audience. I network with people. I ask them questions. I ask them what they're doing, why they're there, what they're looking to learn. And if I can add value in any way I do, I'll ask them what they're doing. I'll get their contact info. Like I'll genuinely try to support them and I'll just build a relationship and a friendship.And then they end up working with me or they end up in my mastermind. Some of them have ended up as business partners, but I'm constantly out there testing my offer in the water and in relationships, I do it via DM. I do it at events. I do it at the coffee shop. I've literally, before I move on to the next point.My favorite one is three of my best clients have come from airplanes. No joke. Knock, knock, gotta lie. I got to consult a professional MBA team, the CEO of Playboy and the CEO of one of the largest apparel and shoe companies in the world because they sat next to me on an airplane. No joke. No joke. One of them, I was flying home from Ireland, sitting in the front of the plane, sat next to me.And whether he liked it or not, I was going to ask him questions, which I did. Cause I'm pretty forthcoming. I've just getting to know people like, Hey, what do you do? And I'm not like, Hey, this is what I do. I'm like, what do you do? What do you do? Tell me what this, Oh my God. Why are you seven feet tall?This, it must be basketball. I'm not even a sports fan, but what do you do? And it turns into a conversation. Another one Hey, it's so good to meet you. That's an amazing book. What are you reading? And I just try to talk to people and engage with people. And I actually got three of my best ever stories, case studies and consulting clients because they simply.Made the mistake of booking the seat on the airplane next to me. And I don't say that, seriously, like I'm completely joking. I feel like it's fun to sit next to me, but those are opportunities where I'm like, God, I never thought that my ideal client would be hanging out on airplanes. And my wife's no matter what, wherever you fly first class, cause you always meet somebody.And I meet I've met somebody. I met somebody who was a, he founded a plumbing parts company. So you remember the shower, like in your shower, the drain on the bottom of your shower, where they customize those well heat. Basically started the first company that did that. So I end up sitting next to this guy who is worth like $3 billion because he did that.And I had no value to Adam. We just talked and talked, but I got his contact info. We stayed in touch, but I was like, wow, I never would have thought. And so you have to take your offer, take your expertise and you have to go put it into the world. You have to validate it and test it. And so step number one is you have to know who your ideal customer is.Step number two, you have to figure out or make some hypothesis is. Is that right? Hypothesis is of where they hang out. And step number three is you have to validate that they actually hang out there. And what you might find in that treasure trove is pockets, where they hung out. You didn't think about spots where you thought they hung out.They didn't really, but it will give you the information and the feedback required to adjust what you have to do. Now, the magic key, because there is a magic key. To this all working the magic key that makes absolutely all of this work is you have to know what you're going to do with your customer's attention or potential customers attention when you have it.And so if you get your customer's attention without a clear, next step, you've wasted their time. You've wasted, their time completely wasted their time. And so you have to have a clear design journey or next step that people can take with you and your brand. Regardless of where you capture their attention and you're like what does that mean?I'm like, that could just mean that you get their phone number and you have a process to intentionally follow up with them. Two to three times via text. It could mean that you get their phone number to schedule a call, to support them. It could mean that you get their information and give them an email that delivers on what it is that you promised.It's your job to know what's on your menu. And then it's your job to help give them what's on your menu in the most effective way for them. And so I'll give you a tangible example. When I meet people on an airplane, I actually can't text them on the airplane unless the wifi is really good. But I normally always meet people on an airplane and I'll get some part of their information.And I literally do this every single time. Hey, Oh my God, it was so great. I'm like, I'll make this really easy for you. When we land, I'm going to send you a picture of my face with my contact info. And then I would love to schedule a call to see how I can support you anymore. And so would you respond with like how to book your assistant, your counter link?And they're like, yeah. Cool. So I always send that text, but I also set a reminder in my phone for seven days later to follow up. If I haven't heard back and I'm like, Hey man, I don't think the tax went through the airport. Wifi is all craziness, but I would love to get on that call. How are you? How's it been?How was the blank event that you went to? How was the seeing your family after being home for seven days? And I personalize it and then they'll normally respond. I've actually never had anyone not respond. And so then we get on the call and then when we're on the call, I really clearly know on the call, if I'm going to be able to support them.So if we get on a call, I'm like, God, I can support them. It's easy. It's really clear. I have a course for you. I recommend my podcast for you. Here's an asset for you or I'll hire you consulting. And if I can, I'm like, who do I know that I can introduce them to? And I'm like, God, I can't help them, but I know so-and-so let me introduce them to my copywriter, Alex.So let me introduce them to my friend who runs this. And so then I'll make the introduction and then I'll set a reminder on my phone seven days later to follow up like, Hey, may the introduction make sure they're both good, but if you hoard attention, And do nothing with it. It wastes your time and it wastes their time.And so the most important thing for making this work, the most important thing of answering the quote, unquote, my air quote question of where do I find my ideal customers is once you know who they are. Where they hang out and you validate that they hang out there. You have to know if you get that attention.And when you get that attention, what is the next step that you're going to do with it? You can automate it. You can do it manually. But the worst thing you can do is collect quote unquote business cards that you do, nothing with. You can collect contacts that you do nothing with. You can collect emails that you do nothing with, but none of them are going to do you or them any good.And you have to think about the receiving it. When you meet somebody and they get excited and you get them excited and you're like, yeah. And you give them their contact card and they don't hear from you for three months until you're like, Oh my God, I forgot that. Doesn't make them feel good. It's not going to be a positive thing.But when you have a plan, you're like, God, yeah, every time I get somebody's number, I'm going to send them this. And then a boom. Then you're having an accurate picture of if this is a good person, like a good customer, that your process is dialed. If it doesn't work, they weren't a customer in the first place, but you're committed to doing something with that attention because you took the time to capture it.And as the lighthouse analogy States, when you capture it, there has to be another beam of light and another beam of light and another beam of light guiding them home to safety. It doesn't do a boat any good when it's out, stuck in the middle of storm, that it sees the light once and then the light disappears that doesn't help them.So the key to making all of this work is that there's always a clear next step with what you do, and you're not hoarding attentio
The biggest thing that I've always found is that the fast track to getting to where I wanted to go was getting the blueprint from somebody else who had been there, who could help me avoid the stupid mistakes that I would've made on my own, and that I did make on my own. And I think that is one of the big things is thinking that you have to go it alone thinking that banging your head against the wall for years and just trying to out-hustle things is a really poor strategy.the biggest thing I would say is being clear on what the big idea is behind what you're writing. So a lot of the time people tried to jam to me any ideas into one piece of content that they're creating. So let's say an email or a social media post, they have three or four different, big ideas. And what it does is actually ends up diluting their entire message. So the way I think about it is if you think about a big idea for a piece of content, is how can I get this person to look at the problem or the solution to the problem just a little bit differently.It doesn't have to be massive. You're essentially just getting them to view the solution or the problem that they're dealing with a little bit differently, and then giving them a new and better alternative. And that could be a different way of thinking that could be a product. It could be an opt-in that you're trying to get them to.And so what happens is it way too many people try to talk about way too many things in one post. And so what happens is you can think about it like inside of your content, through each piece of content, there should be a golden thread and each sentence in that piece of content should support that one big idea.But the issue is a lot of the times what happens is that people are the copywriter or the person who's creating the content. They pull the person's attention in way too many directions. So the person can't actually understand what it is that they want them to know. The other aspect would be over the hypey copy. The days of the one big thing that your doctor doesn't want you to know, it doesn't work anymore. It's because the entire market is far more sophisticated these days and they don't fall for that stuff anymore. So it's a concept that you talk about a lot where it's like it creates reactants.All it, all you need is one, one instance where you're just way too hype-y and it can repel an entire audience away from ever wanting to buy from you or from wanting to consume your content moving forward. And then I'd say probably the last thing is being too boring. This is the thing way, way too often, people talk about, Oh, long copy, doesn't convert, XYZ doesn't convert.I've had emails that have been five pages long that have converted very well. The big thing is you just have to have the right melding of education and entertainment. You can't have it be super boring and expect people to read to the very bottom. And then probably something that kind of goes in alignment with that is people that try to be too aggressive in the copywriting.They write, one of the big things is people want to feel like you are a supportive parent that is sitting on the same side of the table as them kind of being like, listen, I get where you're at. I understand it sucks to be here. I actually have a better path out. Let me show you this way.Whereas a lot of the time people think that by being super overly aggressive and being like. Listen up very in your face ish, that they're going to get people's attention to keep it. All they're doing is just creating reactants and pissing these people off and actually repelling them away from ever buying anything from them.So the very first thing that you can always think about the people love, and it's been the way that we've passed down knowledge since the very beginning of time has been stories. So stories are great metaphors and analogies are also amazing because what it allows us to do is it allows us to essentially take something that somebody may not know about, like a concept that we're trying to teach them, and relate it back to something that they do know about, which is really powerful for people.Another thing to think about is that telling stories, but also telling your own story, I think can be really powerful. A lot of the times that most people don't recognize is they always think of social proof as to the client transformations that they've gotten for a client, but in reality, You telling your own story is one of the most powerful things that you can do, because there's a really good likelihood that it actually makes you the guide that people want to follow up.So there are three main beliefs that everybody needs to have before they can ever purchase from you. That is belief in you as the guiding belief in your method or system and belief in themselves. And unless we overcome all three of those beliefs, nobody will ever actually buy from you. And so when you essentially open up and get raw and vulnerable and tell your story, you then become the right guide for them because you've been there and done that. And you've returned with the elixir. You can say, Hey, I went through the adversity, so you didn't have to do to actually develop this method in the system. And this is how I know that it works. So then they have a belief in your method or system. And then when you're able to essentially make that simple, that system super, super simple, It instills a ton of belief in people.So if somebody hasn't accomplished a goal, there's probably a really good likelihood that things feel complicated. They're confused. So if you take that complicated thing and you make it so simple that the person thinks in their brain, Oh, I can do that. You've just allowed them to instill belief back in themselves because when they have something that's so simple in front of them that they think I can do that suddenly they believe in their ability to be successful likely after a long time of failing with it.So that would be one way is the stories, the metaphors and analogies are a great way to do it as well. And then the other aspect is to make sure that you are always rebooking the reader's attention. So what I mean by that is every single sentence in any piece of copywriting always has the exact same goal.It is to literally get the person to read the next sentence. That is it. So leaving open loops not uncovering exactly what it is that you're talking about too soon. So one of the biggest mistakes that I see a lot of people make is they talk about exactly what they're going to be describing in the post, either in the headline or first thing in the body copy.And so then the person looks at it and they go, Oh I already know about that. Why do I need to read the rest of the posts? So what I always think about is how can I drag their attention down this post, as far as I possibly can while keeping them interested, we'll talking about symptoms teasing it, what it is until I actually disclose where it is and then have the call to action below it.And I think that's a really powerful thing that people can do is don't let them know exactly what it is that you're talking about right away because there's something that happens to people's brains. If they think that they know what you're going to say, or they think that they know what your angle is on this, they don't have any reason to read the rest of the post. And so those are the main things I would say. Using stories using client transformations in success stories, using your own success story and your own story of yourself, using stories for other things that are happening to you on a daily basis using metaphors and analogies. And then I would say also burying the lead so that they don't think that they know exactly what it is that you're talking about.And they have to read to the bottom of the post to actually close the loop in their brain of what it is that you're talking about.it all starts with knowing where your ideal audience kind of is. So it's knowing what they've tried, that hasn't worked, it's knowing how problems show up in their life. It's understanding what it is that they don't want to do, because if you understand the symptoms that somebody is going through on a regular basis, if you understand what they've tried, that hasn't worked, if you understand maybe the false beliefs that are holding them back from actually achieving that goal, because they're just focusing on the right things. Or if you understand what it is that your ideal client doesn't want to do to achieve this goal, then you know, where inside of stories is the right area to focus and to like end and have that lesson so that you can tie them all really well together.One of the things is whenever you're telling a story, You want to give enough space for the ideal person, who's reading it to be able to see themselves in that story. That's one of the things is that a lot of people, when they're reading a story, especially when the reading any kind of client success story, you want to make sure that you are allowing that person, the space to be able to see themselves in that person's story. Did they start off at the same area? Were they dealing with the same symptoms? Did they try the same things? It didn't work for them. Did they have the same false beliefs? Do they hate doing hours of cardio and giving up carbs? Like all things that a lot of people end up having. So you want to make sure that you are essentially clear on what that person is dealing with in terms of what they don't want to do. What they currently are dealing with the false beliefs that they have and what they've tried, that hasn't worked. And then you want to make sure that you're giving enough space to that person can see themselves in that story. But it's also enough so that when you get to the end of it, it can wrap up tight.One of the big things is that sometimes people cut a story off right at the end and it feels like you're like, Oh, that's the worst cliffhanger ever, because there's not even a cliff. Like you just literally rip the rug out from underneath my feet. But then there's also people where they go on for ages and it's Oh, actually the Big idea that you wanted them to have is like this far up in the story, but you stopped 16 paragraphs below that instead. So it's just getting clear on where the big idea is that you want to lead that person to, but also being clear on where that ideal reader and audience currently is, and it's struggling that you want to help them out.So a false belief is a current belief that the reader has about what's stopping them from achieving success, but it actually isn't that thing. So by them focusing on the wrong thing, the reason that they actually aren't able to achieve success is that they're quite literally directing all their time and energy and attention into something that isn't actually, what's holding them back and it's pulling them away from putting that energy attention and time into something that would actually move them closer to their goal.a false belief is almost, you can think about if somebody has logic around, what's stopping them from achieving a goal. And let's say that they're holding that logic a, in a container that they're holding. And we get them to change the logic that they have around that problem. And we get them to now put new logic in a container that we're holding because we broke that false belief. It creates a bit of a, if it creates an empty container that we can now put our logic in for that.So because we help them break because we help them to break this false belief that was holding them back and we gave them a new opportunity for success. By making it simple by making it easy by allowing them to put their time and energy and attention into things that will actually move them forward.Suddenly not only are we becoming much more of an authority, but we're building a massive amount of connection with them as well. So we don't just put ourselves as the guide, but we're allowing them to believe in themselves in many different regards too, because if somebody doesn't think it's the genetics and they don't think it's their metabolism and they don't think it's their age or whatever, then you can give them something that makes them feel much more power.And one of the big reasons for it is definitely going back to what you were saying about being able to see you as the guide feeling heard, understood seeing this person gets me, but it's also because when we break a false belief, it leaves an empty container that we can now put the logic that we want them to believe inside of to move them one step closer to becoming a customer of ours.So very first, do you have the headline? So inside of the headline, think of it. If you have a shitty headline, it's like having written the best book ever, but having a really crappy cover and name to the book, like you could still have the best book ever, but nobody's ever going to know, because they're not going to get past the cover, your headline for any kind of email or for a Facebook post or for even a sales page is the exact same thing.  So your headline is going to have to be strong. So there are two main elements to a headline that I think that people should 99.9% of the time have in it. And that is a symptom around what it is that you're solving or the problem that the person's dealing with and curiosity. So a really strong headline is typically going to include an element of symptomatic messaging which is just how is this person not having this problem resolved in their life, showing up, and then curiosity.Next we go into the hook and the hook is really just a way in the way that I write personally, of essentially reframing or resaying the headline, but from a different angle. One big thing to keep in mind is that subconsciously a lot of the time when people start to read anything from us, one of the things that they never think about that actually crops up is this going to be a threat to my time. if they think it's going to be a massive investment of their time, they will subconsciously zone out and stop reading. So by sharing that, it's the quick story, or by sharing that I have a quick idea for you. It automatically overcomes that. Then from there, we go into the symptoms that we know that they want to avoid.So then from there, you've rehabbed their attention. You've kept their attention all the way through. And then from there, you can transition into the kind of area where you want to start talking about either the story, the metaphor or the analogy. So you tie that story metaphor or analogy into the symptoms that you were just talking about. And then on the very end of that story, metaphor or analogy, you essentially give them to the big idea. And then you tie that into a call to action. And then you wrap a bow on it and you have a really solid piece of content for your audience.So instead of saying something along the lines of, do you deal with fatigue every day? It could be like. After 3:00 PM. Does it feel like somebody unplugged your power cord when you wake up first thing in the morning, do you need three cups of coffee before you're able to have your very first conversation with somebody? Does it feel like you're wearing a 30-pound weight vest all day long that you just can't get off? So we're taking a feeling and think of a symptom this way. Think of a symptom is something you can see here, feel, or point a finger at, and symptoms are actually much more powerful than the problem itself because sometimes problems like the big problem are hard for somebody to admit to.So if you went into a room full of alcoholics and you're like, and these were people who didn't really want to admit that they're alcoholics, you're like, Hey, raise your hand. If you're a Boozer, if you're just a real alcoholic, like right now, it's nobody's going to raise their hand. That's a big problem to admit to right. But if you went into that exact same room of people and you said, Hey, who goes out like four times per week and things get a little bit grayed out towards the end of the night. Like you don't always remember exactly what happens, who feels like they go out with the intention to maybe just have one drink. And next thing you are having to Uber home late at night and you didn't anticipate, or you wake up with bags of taco bell that you didn't even remember getting. Those are symptoms of being an alcoholic, but they're much easier to admit to. And what it also does too, in the beautiful part about symptomatic messaging here is that you can take a big problem.And you can just ask yourself how does not have this resolve show up in my ideal client's life. And so now you have all these different angles to talk about that all drive back to the same problem. They're all a symptom of the bigger problem. And now what you're able to do is you're able to create content about all these different symptoms and they each pull in a different section of your audience, right?So like somebody may not be dealing with fatigue, but that same person might be struggling with weight loss. They might be having issues with sleep. And so what you can do is if your solution solves all of those. You just start looking at all the ways that them not having that solution and essentially not having that problem solved shows up in their everyday life. And suddenly you're able to cater directly to different segments of your audience, that if you just posted about weight loss or just posted about fatigue, you might not actually pull it because they don't feel like you actually understand what's happening with them specifically. And then when you create a mind movie around it, what it really does is it makes it a few layers deeper and they're like, Oh my gosh, that is actually how I feel. And they just feel understood and heard on a different level than other people are willing to do for them.And so you use the story metaphor or analogy as the vehicle to teach them about that big idea, right? So then once that, once those are tied together and the person fully understands the big idea that you're trying to get across to them, then you're able to go into your call to action and your call to action. Doesn't always have to be buy my shit. Your call to action can be drop a heart, like comment fatigue. If you feel fatigued all the day, all the time, or feel like you were a 30 pound weighted vest all the time, or comment below with Ironmen, if you want to learn more about my program, but like the big thing that most people don't understand is that it's like a call to action. Doesn't always have to be by my shit. And it shouldn't always be by my shit, because what happens is that suddenly people start to develop a habit of getting turned off by that. But you do want them to be in the habit of interacting and doing what you're asking them to do. So that's why you want them to have something to do at the end of a post, but you don't always want it to be by the thing that I have that I want to sell you.three other big pieces of advice when it comes to this stuff, try to say more with less like the your customer isn't impressed by the fancy language that you use by the hyperbole that you include. That stuff doesn't do it for them. Like clear, concise, copy, just hits different than you read it. You're like, Oh, this is easy to read. It's simple. It's all these different things, which kind of leads me to my next point, which is your copy. Shouldn't try to go over the head of your ideal client. A lot of people think that by using very highfalutin words or using words that are big and expansive and scientific based and stuff like that, that they're impressing their client. When in reality, what they're doing is they're just confusing them more and pushing them further away from making any kind of buying decision. Because at the end of the day, like a confused mind, George doesn't buy nothing. So the big thing there is that. If you make them more confused by what you're putting out, because you're using really overly complicated, scientific based terms, because that's what you like that doesn't actually make them see you as more of an authority.It makes them feel like you don't understand where they're actually at because by taking complicated things and making them simpler, that makes you an authority. You help them to understand something that's been confusing to them for ages. So if somebody hasn't been able to accomplish this goal on their own, they don't need you to make it more so help get really simple inside of your copy.So there was a famous copywriter. I think it was, he was Gary Halbert could be off on that, but he said, write it, write everything at a sixth grade level. And they went, they took a lot of his like sales letters and stuff, and they, once he passed, I think Gary Halbert passed away. They put all of his, a lot of his copy into this thing that would dictate. Like what grade level is this stuff at? In almost all of his stuff was sixth grades or below. So his copy was written at a sixth grade or below level, and he's one of the most legendary copywriters that there is in the world. So to sell millions and billions of dollars, your stuff doesn't have to be overly scientific. It doesn't have to be really complicated. In fact, the simpler it is the better it is for people. 
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Creator Details

Episode Count
220
Podcast Count
36
Total Airtime
5 days, 6 hours
PCID
Podchaser Creator ID logo 590911