Joe Polish | Why Integrity Is Your Greatest Marketing Tool

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Welcome to the Radical Responsibility Podcast. I'm doctor Fleet Mala,
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and I'm excited to guide you on a journey of
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authentic transformation. In each episode, I'll bring you insights from
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leading experts to explore trauma recovery, mindfulness practices, positive psychology,
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and innovative breakthroughs in health, wellness and life optimization. This
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is a space for real conversations that inspire meaningful change,
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helping you find alignment with the person you are always
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meant to be. Let's get started. What if transformation isn't
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just about thinking differently, but feeling differently. Science shows us
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that true change happens when we align not just our minds,
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but also the neural networks in our hearts and guts.
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This heart mind connection is the key to deeper healing, resilience,
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and expanded awareness. That's why I created the Heart Mind
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All access membership and community, a space designed to help
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you rewire your nervous system, cultivate heart intelligence, and live
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with greater clarity and purpose. With over one thousand hours
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of transformational teachings specifically curated to meet your needs, You'll
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learn from world renowned meditation teachers, neuroscientists, and experts in neuroplasticity,
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all sharing powerful tools to help you shift your mindset
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and heartset, regulate your emotions, and unlock your full potential.
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You'll also gain unlimited access to every summit and course
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we've ever produced, a Treasure Trouble Wisdom worth over ten
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thousand dollars in growing, plus live gatherings, and an inspiring
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global community to support your journey. If you're ready to
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step into a more heart centered, connected and conscious life,
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I invite you to join us. Clip the link to
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learn more and start your journey today. What it's the
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biggest obstacle in your business isn't the economy, your competition,
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or bad luck, but the person staring back at you
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in the mirror. In today's episode, we explore a pivotal
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mindset shift in entrepreneurship, taking radical ownership of your circumstances.
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We'll hear how Joe Polish went from a struggling carpet
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cleaner to a leading entrepreneur by replacing blame with accountability,
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and why mastering the fundamentals of business can change everything.
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But that's not all. We'll also dig into the role
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of integrity in marketing. Joe reveals how to use influence ethically,
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build trust with your audience, and create value that keeps
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customers coming back not because they were pressured, but because
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they were truly served. If you're ready to grow your business,
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strengthen your reputation, and lead with both courage and integrity,
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this conversation might just be the turning point you've been
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looking for. Let's get started. My name is doctor fleet Mall,
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your co host for the session, and I'm thrilled to
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be here today with no other than Joe Polish.
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Welcome, Joe. Thank you very much. Lee, good to be here.
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Oh really been looking forward to this.
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So you know, Joe, before Genius Network, before the stage,
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before all your best selling books, and my understanding, you
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were a broke carpet cleaner at one time, just hustling
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to survive. So what was the exact moment or maybe
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a conversation, a breakdown or realization when everything changed for you.
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I'm wondering if you could you know, Okay, I hate
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to ask somebody encapsulate their origin story in two minutes,
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but we got a lot to cover here and maybe
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you could hit the highlight of some pivotal moment where
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everything's shifted for you.
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You know, there were a lot. It would be hard
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to say one thing, but I'll tell you my very
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first mentor the story which I've written about I've talked
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about before, is when I went in jet scheme. So
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this was back in nineteen ninety two, maybe ninety one,
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but it was. You know, I was Sigirrel Lake out
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here in the Phoenix, Arizona area, which is where I've
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lived most of my adult life, and I was frustrated.
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I wanted to get out of the carpet cleaning business.
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It was just tough work. I was literally going in
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debt on credit cards. I wasn't making any money. But
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I didn't want to work for someone. I wanted to
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have my own business. And so a friend talked me
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into going jet skiing. At first, I said, no, I've
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got work to do because it was on a weekend,
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and when you're broke, you don't have any discretionary money
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to go entertain yourself. And so he made this comment.
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The guy was a million dollar real estate investor, and
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I thought, well, maybe I'll go talk to the guy
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that has a lot of money and he could give
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me some insight. So I lugged myself down in this
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beat up Chevy pickup truck. I had Chevy Love. If
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you remember those things, they were spelled Luv. And I
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finally had a chance to sit on the tailgate of
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the pickup truck with this guy and there were two
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jet skis. I don't even know his name. I can't
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remember his name. I wish I could have ever tracked
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him down, but I never did. But nonetheless, the story
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is what's important. So we were just sitting there and
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then my friend Pat who I went with, he's the
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one that invited me. And then this rich guy that
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also had one of his friends. There were two jet Skis,
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so I finally had a chance. It's me and him
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the and I said, you know, I hear you do
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really well. And I have a small, you know, carpet
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cleaning business, and I was wondering if you have any
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advice on what sort of business to go into the
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where it would do really well. And he said to me, goes, well,
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is there anyone doing well in the business you're in?
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And I said, well, there's you know a couple of
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companies in the Phoenix area. They you know, make over
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a million dollars a year. And to me, that's a
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lot of money. And he said, well, if there's other
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people doing what you're doing and they're making a lot
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of money and you're not, there's nothing wrong with the
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business you're and there's something wrong with you. And I
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was like, well, shit, this is not the motivational talk
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I wanted to hear. And I said, well, I'm certified.
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I don't do bait and switch advertising. I care about
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my clients. There's just a lot of these companies that
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have been established, you know. I'm I do a really
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good job. I was even the Arizona director of the
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Carpet and Fabricare Institute, so I used to volunteer to
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bring all these educational classes to Arizona. And he said, well,
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young man, you think you're like most people. You think
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the grass is always greener on the other side, and
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he goes, what you need to do. If you're going
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to go into another business, you're going to spend another
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six months, another year, another two years learning the technical
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skills of another industry so you can go out and
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repeat the same bad business habits that have been causing
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you to fail in this one. And you know, and
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again he just wouldn't let up, and I was like, well,
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you know, but I was listening to him, and he said,
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what you need to do is you need to learn
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fundamental business skills, and if you learn how to make
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a business work, then you can take those skills and
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apply it to any industry that you go into. So
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when I left that trip, I was super sumburnt, but
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I was thinking, you know, I'm a motivated guy. There's
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a ton of stuff I don't know. You know, a
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few years prior, I was a drug addict. So I'd
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gotten sober from being an addict drugs and alcohol at least,
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a sex addiction, and the work addiction and the behavior
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addictions that would come later, having to deal with you know,
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underlying trauma from my childhood, which included a lot of
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you know, physical, sexual, and emotional abuse. Nonetheless, so I
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had a lot of personal problems. But I was like,
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I live in America. It's a great country. There's other
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people that seem to care less than me, that are
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doing better financially. They know something and I don't. So
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that flipped a switch in my head that said, I'm
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no longer going to blame this business. I'm going to
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figure out how to make it work and it was
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because that mind shift change. It really is when the
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student's ready, the teacher appear sort of thing. And that
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was the most instrumental conversation I had up to that
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point in my life that I actually listened to. I mean,
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the messages are always there, the advice to know how,
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the tools, they're always available. It's just weither not hearing them.
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We're not accepting it. We're not aware of it, you know,
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we're not at a place where we're able to hear it.
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And I was just able to hear it that day.
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And all of a sudden, I took a business that
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I hated, I mean hated it, and I said, I'm
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not going to get out of this business until I
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figure out how to make it work. And it became
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a Labord experiment for me. And then I started studying.
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I didn't have my solutions to business to you know,
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making more money as an example right away. That came
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from the study of marketing, which came, you know, frankly
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a couple months later is when I was first introduced
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to newsletter written by Gary Halbert, a copywriter who ended
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up becoming a dear friend of mine. But that's to
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open the door for me. It's like this gal that
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I helped with her recovery, you know, many years ago,
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probably like sixteen seventeen years ago, she painted something for
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me that I still have in my office. It's about recovery.
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But it said recovery didn't open up the gates of
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heaven to let me in. It opened up the gates
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a hell to let me out. And in a lot
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of ways that conversation, it didn't get me to this
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great place. It just helped define a path I could take,
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So that that's the best way I would answer that
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question as succinctly as I could with still you know,
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providing context.
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You know, the mindset shift that you made there is
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like the most foundational mindset you shipped it from blaming
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it on the industry you were in, or the economy
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or whatever, or bad luck or not on you know,
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why are other people succeeding to taking ownership? That it
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was you and you had to figure it out. And
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you know, that's probably the most foundational mindset shift that
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any of us could bank. But then you shifted in
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educating yourself and you know, Tay, we're going to be
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talking mostly about marketing, sales and marketing. So I know,
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you know, you sometimes talk about the persuasion trapping. You
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talk about people that you know, get either tempted or
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fall into approaches to marketing they are manipulative and so forth,
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And you talk about the difference between marketing that inspires
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and genuine influence as opposed to a manipulative marketing. So
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how did you go about learning marketing from the beginning
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with integrity? I mean, because you could say I got
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to learn marketing. You can start chasing all the tricks
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and all the you know, but it seems like you
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embrace some kind of marketing with integrity from the beginning.
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Yeah, yeah, I did, and I still do. And it's
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interesting because some of the best marketing that I've learned
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has come from some of the biggest con artists you'd
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ever meet. I mean, truly, it's weird. The marketing world
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attracts a very clever, creative sort of brain. And if
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you spend a lot of time studying human influence. You know,
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one of my favorite people, who's also a dear friend
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of you know, thirty years is original godfather of influence,
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who's doctor Roberts Hell Deani, who wrote the book Influence
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I mean I said dinner with him and his wife,
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you know, two weeks ago. So I dear friends with
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them and we are constantly. I've had multiple interviews with Robert,
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He's been a genius network many times, and we talk
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about the ethical use of influence because so many of
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the best marketers in influential people are liars, they're exaggerators.
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I always say that, you know, hype used ethically, and
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the word hype even has a connotation of like vs.
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But hype used ethically is massive enthusiasm for what you're selling.
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Hype used unethically is lying, cheating, misleading, exaggerating, selling something
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that really doesn't deliver upon the promise. And some of
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the best marketers, the very best thing they're good at
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is selling the thing, not delivering the thing, not making
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sure that the thing, the product, the service, they experience, whatever,
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lives up to the hype. So my premise on this
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is that even if you can get away with it,
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you don't really get away with it. I mean, you
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know when you're pushing the envelope, you know, when you
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are taking advantage of somebody, and people you know have
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experienced a salesperson who could care less about their situation
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and will say whatever they need to say in order
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to make the sell. So some of it comes from
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desperation other in marketers, and I understand that. You know,
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there's times in my life where I've been desperate. And
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you know, when you're an attic, as an example, you lie,
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you cheat, you steal. I mean, there's no way not
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to be an active addic. And you may not be
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lying and cheating and stealing from other people, but you're
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certainly doing it to yourself. And if you're lying to yourself,
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it's a heck of a lot easier to lie to
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other people. And so if you were to ask people
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like that, though, they would deny it, you know, because
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of that whole famous stake. People judge themselves by their intentions,
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they judge others by their actions. I mean, I've met
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some really interesting narcissists, sociopaths, and psychopaths in this marketing world.
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I was talking to my friend John Carlton, who's a
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copywriter I've known for you know, many years, since the nineties.
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There's no scientific way to define this exact thing. But
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he's like, yeah, most marketers, he's like, twenty five percent
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of them are narcissists, another twenty five percent of sociopaths,
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another twenty five percent of psychopaths, and he's like the
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other twenty five percent of normal people. And I'm like, well,
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you know, I don't know if that's accurate, but we
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both laughed about it. And why does that happen? I mean,
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when you're studying all the different ways to influence people.
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I mean, look, you know, Fleet, a lot of the marketers,
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they're reading books on building a cult, they're reading, you know,
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propaganda stuff by Edward Burneese. I mean, they're watching all
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of the things that can be done to influence people.
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So there's nothing wrong with selling and marketing. You know.
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Selling is what you do when you're on the phone
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or face to face with somebody. Marketing is what you
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do to get someone on the phone or face to
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face with you properly positioned, so by the time you're
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talking to them, they're pre interested, pre motivated, pre qualified,
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and predisposed to do business with you. So how you
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position yourself and how you promise things have everything to
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do with selling people, you know, And it's how you sell.
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It's not necessarily that selling's good or bad or marketing
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is good or bad, it's how you go about doing it.
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And so some people are just very extremely manipulative. And
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what happens is they they hang around birds of a
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feather flock together and they all sort of reassure each other.
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You know. You take the term funnel hacking as an example,
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Well what does that mean. It means like, you know,
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stealing someone's funnel, and then you sit around and say, well, yeah,
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we're going to steal this person's there. All of a sudden,
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a person that has influence over groups of people will start,
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you know, teaching the approach and if there's anything about
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it that is taking advantage of somebody, and someone was
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questioning it, but then they see a person of authority
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doing it, all of a sudden, you believe that is
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the standard of how things should be done. And then
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it perpetuates within the industry. So early on, I mean,
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I was learning, you know, marketing from Dan Kennedy who
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was writing a lot of my sales copy. I mean,
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very bright guy. And there was a ton of people
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that would enter that world that were just very sketchy
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and they would steal a bunch of stuff and they
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would have no qualms about it. It was. You know,
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there's entire industries, like the infomercial industry. You look at
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retail stores, Walgreen, CVS, you look at their own brands,
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and then you look at the popular brands they will
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knock off. I mean, there's so much of the business
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world that is just knocking off other people's stuff, and
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there's very little respect for intellectual property. And you know,
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I've gotten into debates with people that do it. In
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their mind are completely justified. But I'm like, look, if
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someone did it to you, how would you feel? And
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if you would feel that it's taken advantage, you know,
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don't do it to other people. Would you sell something
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to your best friend or your mother or your father
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that you know you're selling to your clients, you know,
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unless you hate your mother or father. Treat people really well,
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because one thing I heard early on is be nice
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to the people you meet on the way up. They're
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going to be the same people you meet on the
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way down. And I've seen people, you know, I've been
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in this for a long time. I've had my marketing
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company since nineteen ninety four, and I've somehow managed to
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circulate in this world of sharks, and there's amazing people.
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There really are. There's really good, carrying, wonderful people that
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change the world with their influential abilities. And there are
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other people that are just like you know, they're like parasites.
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One of my very first jobs was taking care of
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one hundred and fifty aquariums at a fish a pet store.
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It was called fish Warehouse and it was in Mesa, Arizona.
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The boss was a total jerk, but I worked so
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hard I was getting paid nothing. And there was the plecostumus,
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which is, you know, one of the fish that would
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attach itself to the glass and you know, basically eat
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up the waste. And they're bottom feeders basically, And there's
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every industry has bottom feeders, and there are some bottom
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feeders that make a lot of money, but they sell crap.
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They don't clean up crap. And so I'm just using
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that metaphor as a way to do it. So yeah,
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I mean the trap is be careful who you hang
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out with. Cut all ties with dishonest, negative or lazy people,
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because you will like the value systems of people that
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you hang out with, and if you know it's inherently wrong,
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then don't do it. There's no such thing as a
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good business deal with a bad person.
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Well, there's so much Sarah all up on lace, you know,
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at Childini's book. You know, it makes it clear in there.
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I mean, some marketing is just out and out manipulative
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and lying and so forth. But there's a science of
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influence that's kind of neutral and you can use it
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to good ends or bad ends. Right, So our motivation
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and who we are integrity is just everything there. And
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today with AI I just heard yesterday about there is
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now AI tooled by what somebody can set up a
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whole automated system to scrape the web for other people's marketing,
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successful marketing, take it, put it into their stuff, and
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reput it out into the world completely automated.
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I mean, that's completely what I'm saying. No, it's so
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easy to steal everything if you really want to and not. Yeah.
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So yeah, and you know, maybe there's short term wins there,
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but there's economic way wins, wins of the soul and
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winds of the heart. But even the long term economic wins,
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I think authenticity and genuineness is at least I firmally
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believe it's going to prevail in the long run.
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So do I That's why I appreci it.
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So, you know, customer acquisition can be very challenging and
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very costly, and there's all kinds of different methodologies of
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marketing to get in front of a customer and then
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sales processes where we're selling it, especially if it's higher
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ticket items. But given how costly that is, it's equally
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important hang on to the customers we have. So I
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wonder if you could talk about the real reason customers leave,
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because I think a lot of entrepreneurs can fall into
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a victim position or a victim mindset about why people
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are leaving, or why people want refunds, or why people
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even why people aren't rolling their programs, instead of really
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understanding the whole process of value and the needs that
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they're meeting or not meeting. They're paying, their addressing or
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not addressing with their customers.
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Yeah, so there's many reasons people leave, and it depends
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on the type of categories. So, for instance, I remember
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this story about Tide Laundry Deterred in the fifties where
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they were surveying their customers and they would switch to
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a different brand, and they were asking them, you know,
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why'd you change, why did you quit? Using and most
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of the answers are wanted to try something new. We're bored,
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and so they knock themselves off. And they created I
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think it's Procter and Gamble. They created Surf, so it's
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like tied surf. Both of them have to do with oceans.
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They switched the color scheme of orange and blue to
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blue and orange, and they came up with the same product,
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which is laundry detergent. So someone's going to stop using
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one product, you might as well own the brand that
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they switched to, right. And So there's things where people
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simply get bored when it comes to like groups. As
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an example, people in the you know book business Expert, Business,
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Mastermind Business. Most of it is if they don't like
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the group and they're not getting value, you know, they're
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going to switch to another group. One thing about entrepreneurs,
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or most of them are not monogamous. They're very promiscuous
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when it comes to groups and ideas and podcasts, gurus
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and all that sort of stuff. Right, They're going to
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jump from one group to another. When I first started
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Genius Network, I had two massive AHAs and this is
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going back in two thousand and seven, and I had
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been running coaching groups since nineteen ninety eight, and I
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had my platinum group, which was about one thousand dollars
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month group if they paid monthly, or ten grand a
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year if they paid them full. So I decided to
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start a twenty five thousand dollars year group in nineteen
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ninety seven. I was one of the first people, you know,
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to be doing these things, and two big insights I got.
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The first was how full of crap most people that
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claim they make money and they're doing big launches, and
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you know, they take pictures in front of their planes,
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in front of their cars, and then they couldn't afford
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twenty five thousand dollars. But they're sitting there telling people
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we're going to teach how to make a million dollars
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in a month, and it's like, and you can't even
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cut a check for twenty five grands. So one I
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started to really learn how full of crap many of
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the experts were. The second is there's a lot of
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people that are sevenar junkies with money, then people that
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are broke that are seven oar junkies. And this having
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met a broke seminar junkie to use those terms and
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so you know the reason people drop out of groups
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like that if they're getting value, it's I was talking
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with Dan Sullivan on our podcast last week about this
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exact thing. You know, when someone leaves Genius Network, when
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someone leaves Strategic Coach. But these are people that have
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made a million dollars in a year. Why would they
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leave a group that you know, costs thirty five thousand
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a year that they like and have given video testimonials
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and have referred to other people into it. What is happening?
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And Dan, who's been coaching now for you know, forty
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plus years, he said, it's always social reasons. It's always
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some personal thing going on in their life, their marriage,
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their kids, their health. They can be depressed. I mean,
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you know, so with the trauma work and a lot
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of the work that you've done and I've done, I mean,
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we see people when they're not wearing their business hats,
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and you know how hard it could be. So it's
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often very hard, and they usually don't tell you the
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reason why because they don't want to admit what the
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real reason is. And we have a lot of people
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that will drop out of the group and then a
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year or two goes by and they join back in
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because they were doing better when they were in the group.
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Then some people are like, I've got what I needed,
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I'm going to go out, you know, and it always
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irks you, you know, I mean when and I'm a
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real relationship guy. I mean, one thing you can do
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to give the viewers and the people that are listening
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to this some perspective is people don't easily refund a relationship.
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If they have a strong bond with you, it's hard
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for them to leave. They still will. I mean, you
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can service people through the moon and it's always difficult,
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especially in the very beginning. It's like I went out
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of my way to help this person. You can be
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the most valuable person ever. I mean, my newest book
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is you know, like a follow up to How to
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Win Friends and Influence People, which I love that book.
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It's a great book by Dale Carnegie. And I never
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would have wrote What's in it for them had I
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not read that book. Well, one of the things that
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I say is it's not about just winning friends and
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influencing people. It's winning the right friends and influencing the
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right people. So when you're going out of your way
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to service people, you know, that famous is the Xiglar line.
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You can have anything you want if you help enough
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other people get what they want. It's a great line,
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but it's not always true because you can go out
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of your way to help people get what they want,
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and some of them will use you. They will misuse you,
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they will abuse you, they will steal from you, they
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will lie to you, they will take advantage from you.
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You will bring them into your world, and then they'll
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do deals with like they'll try to steal your employees,
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they'll try to poach your clients. And I've had every
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one of those things, from embezzlement to everything under the sun.
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And so I will say to young people that as
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a joke, I'll say, if I wouldn't known being successful
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is this much work, I would have stuck with being
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a loser because you have no idea all the crap
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that you're going to endure. But yeah, you know, I mean,
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just do your best to service the heck out of people.
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Identify what they're wants are what you know, Quantify and
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remind them what they're actually getting as a result of
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working with you. And when I say remind them, you
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can do it very subtly. You can share other success stories.
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You can constantly involve you know, other clients and show
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how they're utilizing the same thing in a different way,
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and that just reminds people of the value that is
472
00:23:17.240 --> 00:23:20.119
already there that they often are forgetting about it. And
473
00:23:20.359 --> 00:23:23.799
you know, the only time you will lose a customer
474
00:23:24.200 --> 00:23:27.960
to a competitor is when you allow your competitor to
475
00:23:27.960 --> 00:23:30.720
pay more attention to your customer than you do. With
476
00:23:30.839 --> 00:23:35.200
a caveat that. Some people treat their customers like crap,
477
00:23:35.759 --> 00:23:38.039
but they're the only game in town. Like, if you're
478
00:23:38.440 --> 00:23:41.279
in a town and there's only one electric company or
479
00:23:41.400 --> 00:23:44.839
water service or garbage service, you don't have to be
480
00:23:44.960 --> 00:23:47.319
very good at caring about your customers. There's no other
481
00:23:47.359 --> 00:23:50.119
place for them to go get electricity. But if you
482
00:23:50.240 --> 00:23:54.160
have competitors and they're offering something similar, you know, be
483
00:23:54.240 --> 00:23:56.640
the best that you can be. Don't try to enroll
484
00:23:56.680 --> 00:23:59.559
people that are not right fit. That's part of the
485
00:23:59.599 --> 00:24:03.200
battle losing people is you're tracting people that shouldn't even
486
00:24:03.240 --> 00:24:05.680
become customers and clients in the first place. And it's
487
00:24:05.720 --> 00:24:08.880
really hard for people to walk away from business, especially
488
00:24:08.960 --> 00:24:10.960
if you really need it and you're just starting out.
489
00:24:10.960 --> 00:24:13.400
And you need to get you know, whatever revenue you
490
00:24:13.400 --> 00:24:15.960
can get, you often put up with people that are
491
00:24:16.000 --> 00:24:19.519
not going to be really aligned. So I'm very big
492
00:24:19.559 --> 00:24:24.200
on alignment. I'm very big on speaking to your customers
493
00:24:24.200 --> 00:24:27.000
and your prospects and finding out what they want and
494
00:24:27.119 --> 00:24:30.160
delivering in a particular way. Like Genius Network. You know,
495
00:24:30.200 --> 00:24:32.319
people think of it as a mastermind group. It started
496
00:24:32.359 --> 00:24:34.799
out that way, but it you know, if people want
497
00:24:35.000 --> 00:24:38.720
hardcore digital marketing as an example, you know Ryan and
498
00:24:38.799 --> 00:24:40.880
Roland are way better at that stuff than I am.
499
00:24:41.079 --> 00:24:46.400
I mean, my groups are about health, mental and physical health. First, wealth,
500
00:24:46.480 --> 00:24:48.720
not just making money but not losing it. So you'll
501
00:24:48.720 --> 00:24:50.279
see a lot of groups. I was talking about how
502
00:24:50.319 --> 00:24:52.359
to make money, and a lot of people are making money,
503
00:24:52.400 --> 00:24:54.599
but they suck at keeping any of it. And then
504
00:24:54.640 --> 00:24:56.799
the third is I focus on elf doing things that
505
00:24:56.880 --> 00:24:59.640
are easy, lucra to have fun versus hard, annoying, layman
506
00:24:59.680 --> 00:25:02.720
frust and I personally would rather not even talk about
507
00:25:02.759 --> 00:25:05.319
any business stuff. I just simply do it because people
508
00:25:05.359 --> 00:25:08.279
need to justify the investment that they're making so that
509
00:25:08.319 --> 00:25:10.559
they can get a return on the investment. But what
510
00:25:10.720 --> 00:25:14.160
makes someone a good business owners being a better entrepreneur,
511
00:25:14.599 --> 00:25:17.480
and if you're sacrifice in your family, if you're sacrificing
512
00:25:17.599 --> 00:25:20.319
your health, if you're a functional addict and you're making
513
00:25:20.359 --> 00:25:22.640
a bunch of money, but you know every night you
514
00:25:22.680 --> 00:25:25.920
can't even sleep and you're hating your life, and you think,
515
00:25:26.039 --> 00:25:28.240
you know, the most important thing is another business deal.
516
00:25:28.319 --> 00:25:30.839
That's not what I would call, you know, a happy life.
517
00:25:30.880 --> 00:25:33.440
And so you know, I'm not all things to all people.
518
00:25:33.519 --> 00:25:36.920
There's groups that are focused on things specifically for the
519
00:25:36.960 --> 00:25:39.799
health field, and so I you know, in my business,
520
00:25:40.079 --> 00:25:43.079
my team is trained to refer other people to other
521
00:25:43.119 --> 00:25:45.319
groups that would be a better fit if we're not
522
00:25:45.359 --> 00:25:46.799
the right fit for them. And I think it's just
523
00:25:46.880 --> 00:25:49.160
the conscientious way to do. Are we perfect at it?
524
00:25:49.559 --> 00:25:52.400
You know, no, but we I think we're more thoughtful
525
00:25:52.400 --> 00:25:54.000
about it than almost anyone that I know.
526
00:25:54.599 --> 00:25:57.200
Well, I know, I've actually been involved in your process
527
00:25:57.240 --> 00:25:59.480
with some of your folks around the Genius Network and
528
00:25:59.480 --> 00:26:02.240
I aspire reporting Genius Network one of these days. But
529
00:26:02.240 --> 00:26:04.079
there was no pressure, there was no high pressure. It
530
00:26:04.119 --> 00:26:06.720
was very educational process, it was very transparent. I really
531
00:26:06.720 --> 00:26:09.400
appreciate that because I've experienced the other and again, it's
532
00:26:09.440 --> 00:26:10.920
so much to follow up on there, and you know,
533
00:26:11.279 --> 00:26:14.400
I wonder, you know, there's sometimes you know it hard
534
00:26:14.480 --> 00:26:17.400
my institute. You know, we're doing big summits out to consumers.
535
00:26:17.440 --> 00:26:19.599
You know, we roll thirty four to fifty eve and
536
00:26:19.680 --> 00:26:22.839
eighty ninety thousand people in the summit, and we're monetizing
537
00:26:22.920 --> 00:26:25.880
them with the lifetime access package, which has huge value,
538
00:26:25.920 --> 00:26:28.799
and we offer so but refunds drive me, Casey. I
539
00:26:28.839 --> 00:26:31.680
don't know how refunds are. I try to take it personally,
540
00:26:31.680 --> 00:26:34.160
you know, but sometimes we feel like we're getting a
541
00:26:34.160 --> 00:26:37.559
lot of just remorse refunds, like quick remorse refunds, and
542
00:26:37.599 --> 00:26:37.920
we pay.
543
00:26:38.000 --> 00:26:39.480
Well, we're gotting too good at marketing here.
544
00:26:39.519 --> 00:26:41.640
We're getting so good at marketing people are buying it
545
00:26:41.799 --> 00:26:43.640
when they don't really want it, you know, So maybe
546
00:26:43.640 --> 00:26:45.920
that's part of the problem there. But I'm curious I
547
00:26:45.920 --> 00:26:48.480
want to ask you about, you know, whether somebody's doing
548
00:26:48.519 --> 00:26:51.000
you know, some kind of email marketing funnels, whether they're
549
00:26:51.039 --> 00:26:53.519
doing webinar funnels or mass class funnels.
550
00:26:53.759 --> 00:26:54.359
And you know, you.
551
00:26:54.319 --> 00:26:57.240
Often here add value, add value, add value, lead with
552
00:26:57.279 --> 00:26:59.519
your bus s up, add value, and you got to sell.
553
00:26:59.759 --> 00:27:03.960
But there's this principle of reciprocity that people talk about sometimes,
554
00:27:04.079 --> 00:27:06.200
and I have to tell you, I don't see a
555
00:27:06.200 --> 00:27:09.839
lot of it. You know, maybe it's play there somewhere,
556
00:27:10.240 --> 00:27:14.039
but I see more people looking for value, you know,
557
00:27:14.079 --> 00:27:16.319
that were really hitting you know what they're paying pointed.
558
00:27:16.359 --> 00:27:18.359
But the idea that we've added so much value and
559
00:27:18.440 --> 00:27:20.359
now they feel like they want to give back or
560
00:27:20.400 --> 00:27:22.720
they want to pursas our product out of reciprocity, I
561
00:27:22.720 --> 00:27:24.599
don't really see any evidence of it, but I've heard
562
00:27:24.640 --> 00:27:26.279
a lot of marketing gurus talk about it.
563
00:27:26.680 --> 00:27:29.240
Well, yeah, I'll tell you. I mean, if you utilize
564
00:27:29.319 --> 00:27:32.400
reciprocity in the right or wrong ways. I mean Robert
565
00:27:32.480 --> 00:27:37.400
Chaldeini proved the reciprocity story back in the original version
566
00:27:37.400 --> 00:27:40.279
of Influence that he wrote in the nineties, right where
567
00:27:40.480 --> 00:27:43.240
he would have his researchers in airports, this is pre
568
00:27:43.400 --> 00:27:46.640
nine to eleven, where they were studying all kinds of
569
00:27:46.640 --> 00:27:51.319
people con artists, religious leaders, salespeople, people in the compliance industry,
570
00:27:51.359 --> 00:27:54.200
as he called it, right getting people to comply. And
571
00:27:54.279 --> 00:27:57.079
the famous story that he had was they were in
572
00:27:57.119 --> 00:27:59.799
airports and there was the Harry Krishners that they found
573
00:27:59.839 --> 00:28:04.880
that women were more approachable than men, and they you know,
574
00:28:04.920 --> 00:28:08.000
originally used to wear the you know, the robes, the
575
00:28:08.160 --> 00:28:11.160
maroon and yellow. It was obvious they were Hari Krishner's.
576
00:28:11.559 --> 00:28:15.359
And then they just started wearing normal clothes and street clothes.
577
00:28:15.440 --> 00:28:18.720
And they would have a woman that would have plastic
578
00:28:18.759 --> 00:28:21.079
flowers and they would be in the airport and they
579
00:28:21.119 --> 00:28:22.920
would go up to someone that was you know, going
580
00:28:22.920 --> 00:28:25.079
to their flight or you know, off of a flight
581
00:28:25.240 --> 00:28:28.200
and needing to head home. But they're busy. These are
582
00:28:28.200 --> 00:28:32.440
busy travelers and it was a perfect target market because
583
00:28:32.480 --> 00:28:34.599
they're all new, they're not seeing like a lot of
584
00:28:34.599 --> 00:28:38.160
the same people. So what happened is they wait for
585
00:28:38.200 --> 00:28:39.799
someone to come by. They'd go up to a man
586
00:28:39.880 --> 00:28:41.960
or women say I'd like to give you a gift,
587
00:28:42.240 --> 00:28:45.279
and they would go to put either the plastic flower
588
00:28:45.319 --> 00:28:49.279
on the men's collar or women's blouse or dress, and
589
00:28:49.559 --> 00:28:52.480
they would then step the person would be like thank you,
590
00:28:52.519 --> 00:28:54.160
and then they would step back say would you like
591
00:28:54.240 --> 00:28:57.000
to donate to the cause. You know, they didn't realize
592
00:28:57.039 --> 00:29:00.720
that they were being hooked into be given a gift
593
00:29:00.720 --> 00:29:02.839
and then being asked to give money. And what they
594
00:29:02.920 --> 00:29:06.200
found is that something like eight out of ten people
595
00:29:06.319 --> 00:29:09.519
nine out of ten people. It was harder for them
596
00:29:09.559 --> 00:29:12.640
to take the flower the gift and give it back.
597
00:29:13.200 --> 00:29:16.480
Some did, but most people would reach into their wallet
598
00:29:16.559 --> 00:29:18.559
or their purse, their pocket and pull out a dollar
599
00:29:18.640 --> 00:29:21.440
or two and give them the money, and then they
600
00:29:21.440 --> 00:29:24.039
would leave. And then once they were out of the
601
00:29:24.160 --> 00:29:26.079
view of the person that gave them the gift that
602
00:29:26.119 --> 00:29:28.240
they didn't even want, that they just gave money to,
603
00:29:28.680 --> 00:29:30.480
they would take the flower off, throw it in the
604
00:29:30.480 --> 00:29:33.200
trash can, go on to their flight or leave, and
605
00:29:33.240 --> 00:29:35.839
then about every hour or so, the you know, the
606
00:29:35.880 --> 00:29:38.559
hardy Christians would go and get the flowers out of
607
00:29:38.599 --> 00:29:41.720
the trash can and do it all over again. And
608
00:29:42.039 --> 00:29:44.839
what he found is that you can use reciprocity to
609
00:29:44.920 --> 00:29:47.720
get money from people by giving them something they didn't
610
00:29:47.720 --> 00:29:50.160
even ask for in the first place. So it certainly works.
611
00:29:50.519 --> 00:29:54.519
But when I read that, I also, you know, at
612
00:29:54.519 --> 00:29:57.240
the same time, I was listening to some Jabraham tapes
613
00:29:57.240 --> 00:29:59.400
for these seminars who used to do in Australia that
614
00:29:59.440 --> 00:30:02.240
were a fire one thousand dollars sets of these tapes
615
00:30:02.240 --> 00:30:04.920
of a recording of a twenty five thousand dollars a
616
00:30:04.960 --> 00:30:07.240
person's seminar and Jay's a dear friend. I've known Jay
617
00:30:07.240 --> 00:30:11.200
forever I've spent hundreds of hours talking to Jay, and
618
00:30:11.440 --> 00:30:13.559
he had this thing where there was two carpet cleaners
619
00:30:13.559 --> 00:30:16.759
that hired him for forty five minutes for two thousand
620
00:30:16.759 --> 00:30:18.799
dollars because at the time he was three thousand an
621
00:30:18.839 --> 00:30:21.039
hour and they didn't have three thousand dollars. So they
622
00:30:21.079 --> 00:30:23.599
scraped together two thousand dollars to hire j for forty
623
00:30:23.599 --> 00:30:25.279
five minutes. And what he told him in forty five
624
00:30:25.319 --> 00:30:28.440
minutes was lifetime value of a customer and go out
625
00:30:28.480 --> 00:30:31.319
and give away a free house of carpet cleaning. And
626
00:30:31.759 --> 00:30:34.440
the way that they would survive in the beginning is
627
00:30:34.559 --> 00:30:39.319
referrals and repeat business and maybe tips. And so they
628
00:30:39.359 --> 00:30:42.759
spent the first month going to church trade shows and
629
00:30:42.839 --> 00:30:45.000
things and just give them away houses of carpet cleaning.
630
00:30:45.279 --> 00:30:47.599
And they ended up getting tips and referrals from people.
631
00:30:47.839 --> 00:30:50.200
And I had this small carpet cleaning business. I just
632
00:30:50.319 --> 00:30:53.519
read that in influence about reciprosty, and so I came
633
00:30:53.599 --> 00:30:54.799
up with, well, I don't think I need to give
634
00:30:54.839 --> 00:30:57.759
away a whole house of carpet cleaning. I can give
635
00:30:57.759 --> 00:30:59.720
away a free room of carpet cleaning. So I came
636
00:30:59.759 --> 00:31:02.359
up with this idea to give away a free room,
637
00:31:02.839 --> 00:31:05.519
and I created a thing called a carpet audit, where
638
00:31:05.559 --> 00:31:07.720
I would go in and I would evaluate the condition
639
00:31:07.799 --> 00:31:11.359
to somebody's carpet, and I would uniquely present myself. Because
640
00:31:11.400 --> 00:31:14.440
all of the other companies were giving free quotes and
641
00:31:14.480 --> 00:31:17.200
free estimates, and what happens is a lot of people
642
00:31:17.240 --> 00:31:21.200
become free advisors so that people can get the lowest price, right.
643
00:31:21.240 --> 00:31:22.839
And so I didn't want to play that game. And
644
00:31:22.839 --> 00:31:25.720
when everyone is playing a game that you don't want
645
00:31:25.720 --> 00:31:28.039
to play in, reinvent the game, come up with a
646
00:31:28.079 --> 00:31:31.039
different way to tweak it, but make it ethical, make
647
00:31:31.079 --> 00:31:33.880
it compelling. You know, my friend Dean Jackson, who we've
648
00:31:33.880 --> 00:31:37.440
been doing the Island Marketing podcast with since twenty ten,
649
00:31:37.480 --> 00:31:40.279
he has this great line where he says, a compelling
650
00:31:40.440 --> 00:31:43.640
offer is ten times more powerful than a convincing argument.
651
00:31:44.279 --> 00:31:47.240
And if you can give value in advance, you will
652
00:31:47.319 --> 00:31:51.480
instill reciprocity to somebody and they will want to reward you.
653
00:31:51.519 --> 00:31:53.880
And so, to go back to the Hari Krishna example,
654
00:31:54.519 --> 00:31:57.759
if you can get money out of people using a
655
00:31:57.839 --> 00:32:01.240
gift or using something that they don't even want, first off,
656
00:32:01.279 --> 00:32:04.960
that's unethical. Secondly, you know it's conning people you know,
657
00:32:05.039 --> 00:32:08.720
you use the principle of rest prosity to guilt somebody
658
00:32:08.720 --> 00:32:10.720
into giving you something. I was like, well, what if
659
00:32:10.799 --> 00:32:15.000
you could apply that same thing offering something to people
660
00:32:15.000 --> 00:32:17.799
that actually want it, but you remove all of the
661
00:32:17.920 --> 00:32:21.920
risk you instilled things. So, for instance, what most people
662
00:32:21.960 --> 00:32:27.480
do in the information business, where they're selling expertise, consulting courses, summits,
663
00:32:27.519 --> 00:32:30.640
things like that, what they do for bonuses is they
664
00:32:30.680 --> 00:32:34.039
give people more things similar to what it is they
665
00:32:34.759 --> 00:32:36.720
are buying in the first place. Like, if you're selling
666
00:32:36.720 --> 00:32:40.640
a course on how to build abs, maybe you're going
667
00:32:40.720 --> 00:32:44.480
to include a free book or free video course or
668
00:32:44.559 --> 00:32:48.799
training on diet or on you know, building your chest
669
00:32:48.960 --> 00:32:53.079
or you know, tracking macros, whatever it could be. But
670
00:32:53.119 --> 00:32:55.680
the funny thing is is what I learned and over
671
00:32:55.720 --> 00:32:59.160
the years, I'm very particular about what we feed people.
672
00:32:59.200 --> 00:33:01.960
Like when we do Genius Network meetings, there's no seedles
673
00:33:01.960 --> 00:33:05.279
in our food. It's all organic. It's extremely healthy. You know.
674
00:33:05.400 --> 00:33:08.720
During the holidays things, people often send us cookies and
675
00:33:09.319 --> 00:33:11.000
you know, and I even tell them I don't eat
676
00:33:11.000 --> 00:33:13.440
that stuff, you know, like, so don't send us any
677
00:33:13.440 --> 00:33:17.079
crappy food because that's not really gifted. So that being said, though,
678
00:33:17.920 --> 00:33:20.519
most people like eating junk food, right, they like eating
679
00:33:20.519 --> 00:33:23.839
desserts and cookies and all that stuff. And we learned
680
00:33:23.880 --> 00:33:26.839
early on that if you sell a course to someone
681
00:33:26.960 --> 00:33:29.680
and you have their physical mailing address, because I learned
682
00:33:29.720 --> 00:33:32.680
all of the marketing stuff before the internet even was
683
00:33:32.720 --> 00:33:36.039
a thing. My first website in nineteen ninety six, but
684
00:33:36.160 --> 00:33:38.599
prior to that, all of the stuff I was studying
685
00:33:38.720 --> 00:33:41.680
there was still It took years before you know, it
686
00:33:41.680 --> 00:33:45.160
became online commerce like it is you know today, obviously,
687
00:33:45.559 --> 00:33:50.119
and so we would send everything courses in cassette tapes, manuals,
688
00:33:50.400 --> 00:33:54.359
spiral bound books, I mean, all of this stuff, videos
689
00:33:54.400 --> 00:33:57.119
on VHS tapes, and then it became DVDs all that
690
00:33:57.160 --> 00:33:59.920
sort of stuff. And so we already had everyone's address,
691
00:34:00.039 --> 00:34:02.119
and if they ordered my course, which came with a
692
00:34:02.119 --> 00:34:04.799
one year unconditional money back guarantee, they could keep the
693
00:34:04.839 --> 00:34:06.960
course for an entire year. And I had all of
694
00:34:06.960 --> 00:34:09.440
these different levels of guarantees that if you didn't double
695
00:34:09.480 --> 00:34:12.079
your business, you know, if it didn't pay for itself
696
00:34:12.079 --> 00:34:13.599
many times, I'll you have up to a year you
697
00:34:13.599 --> 00:34:16.559
can send it back. Now, clearly I knew the course worked.
698
00:34:16.559 --> 00:34:19.119
I wouldn't make a strong guarantee selling something like that
699
00:34:19.159 --> 00:34:21.840
if I didn't know it worked, and we had tons
700
00:34:21.840 --> 00:34:24.360
of evidence to support it, But like what you said earlier,
701
00:34:24.679 --> 00:34:26.679
people would still send it back and it would drive
702
00:34:26.760 --> 00:34:29.719
me crazy because it's like, this will help you if
703
00:34:29.719 --> 00:34:31.840
you just use it, you know, and early on, I
704
00:34:31.880 --> 00:34:34.079
think everyone has to go through those stages where you
705
00:34:34.280 --> 00:34:38.400
just cannot understand where someone's begging for help, they're drowning.
706
00:34:38.440 --> 00:34:40.719
You throw them a life jacket and they send it back.
707
00:34:40.760 --> 00:34:43.320
You're like, what is wrong with this person? Now? Part
708
00:34:43.320 --> 00:34:45.519
of it is because shit going on in their life.
709
00:34:45.679 --> 00:34:48.159
You have no idea all the different issues that people have.
710
00:34:48.719 --> 00:34:50.719
They could be depressed, they could be going through a divorce,
711
00:34:50.800 --> 00:34:53.239
they may not resonate with, they may not want to
712
00:34:53.280 --> 00:34:56.920
implement anything. There's a million reasons. So what I found though,
713
00:34:57.000 --> 00:35:00.199
is if you send somebody a non relevant gi lift,
714
00:35:01.119 --> 00:35:03.880
like a box of brownies. We first learned this by
715
00:35:04.119 --> 00:35:06.760
had a friend that I met in YEO Young Entrepreneurs
716
00:35:06.880 --> 00:35:10.519
Organization eventually changed the name to EO that had a
717
00:35:10.679 --> 00:35:13.440
company called Fairytale Brownies, and we used to buy a
718
00:35:13.480 --> 00:35:16.840
bunch of Fairytale Brownies and just send it to every
719
00:35:16.880 --> 00:35:19.760
person that bought our stuff and if people ate the
720
00:35:19.840 --> 00:35:23.800
brownies they actually it would lower refunds. And I was like, well,
721
00:35:23.840 --> 00:35:26.440
why is that? Because it's harder for people to send
722
00:35:26.480 --> 00:35:29.000
something back when you've given them a gift that they've consumed,
723
00:35:29.400 --> 00:35:31.599
but if it takes them a while to implement your
724
00:35:31.639 --> 00:35:34.599
ideas and its knowledge, it's a lot easier to send
725
00:35:34.639 --> 00:35:36.639
back a book that they'd never read, or a course
726
00:35:36.760 --> 00:35:39.440
or a video training that they bought online. And I
727
00:35:39.440 --> 00:35:42.800
think a lot of digital marketers get very lazy because
728
00:35:42.800 --> 00:35:46.840
they don't do the logistical things like get someone's physical
729
00:35:46.840 --> 00:35:49.559
mailing address, sign a book for them. I do all
730
00:35:49.599 --> 00:35:52.440
that stuff, you know. I will send a personal every birthday.
731
00:35:52.480 --> 00:35:56.480
I'm sending videos to our members. I'm saying happy birthday.
732
00:35:56.920 --> 00:35:59.400
And you can automate a lot of this stuff with AI,
733
00:36:00.119 --> 00:36:02.960
but for the most part, these are real videos that
734
00:36:03.039 --> 00:36:05.960
I record myself and just send them out. They're not
735
00:36:06.000 --> 00:36:09.719
these AI generated things. Now, I don't see anything wrong
736
00:36:09.800 --> 00:36:14.320
with doing a automated AI video. What I like to do, though,
737
00:36:14.800 --> 00:36:18.960
especially using AI. If I'm utilizing or using AI, I
738
00:36:19.079 --> 00:36:22.599
tell people I'm using AI. I don't like to trick people.
739
00:36:22.960 --> 00:36:25.000
I think it's like, you know, if they're smart, they
740
00:36:25.079 --> 00:36:28.400
kind of know. And in my world, people are always looking
741
00:36:28.480 --> 00:36:32.079
up to Genius Network of where they're going to learn strategies,
742
00:36:32.119 --> 00:36:34.719
and there's all these automated things where people try to
743
00:36:34.840 --> 00:36:38.199
act like they're on a live webinar but they're really
744
00:36:38.239 --> 00:36:41.239
not on a live webinar. Well, just don't say it's
745
00:36:41.239 --> 00:36:43.840
a live webinar. Then if it's really not a live webinar,
746
00:36:44.079 --> 00:36:47.519
they may never know. But you're lying. I think you're
747
00:36:47.559 --> 00:36:50.239
better off to even have a suppression of response and
748
00:36:50.360 --> 00:36:52.679
just say we're going to have this webinar if it's
749
00:36:52.719 --> 00:36:55.760
pre recorded, fine, there's nothing wrong with that. It's when
750
00:36:55.800 --> 00:36:58.239
you're saying something is something that is not in you're
751
00:36:58.239 --> 00:37:01.000
clearly lined in order to make a sale. And so
752
00:37:01.360 --> 00:37:03.880
I'm mixing in two things here. But the rest prosty pay.
753
00:37:04.239 --> 00:37:08.440
It's not rest prosty works. Flattery works. It'd be silly
754
00:37:08.480 --> 00:37:11.599
for me to say flattery doesn't work. Telling people things
755
00:37:11.679 --> 00:37:15.360
just to you know, inflate their ego works. But it's
756
00:37:15.440 --> 00:37:17.280
how you do it that's the distinction.
757
00:37:18.039 --> 00:37:22.360
So you also really emphasize no pressure sales. You emphasize
758
00:37:22.559 --> 00:37:25.679
you want to be a welcome guest with your potential customers,
759
00:37:25.679 --> 00:37:27.719
your existing customers. You don't want to be a pest
760
00:37:28.159 --> 00:37:32.440
your low pressure sales, and so what is your blueprint
761
00:37:32.480 --> 00:37:36.719
for creating compelling offers and sales processes and marketing that
762
00:37:36.840 --> 00:37:39.360
really works, that doesn't have the pressure and the hype
763
00:37:39.840 --> 00:37:42.079
that a lot of us think you have to get
764
00:37:42.119 --> 00:37:43.760
through the noise to reach people.
765
00:37:44.239 --> 00:37:46.159
A part of it is just how you fish. You know,
766
00:37:46.239 --> 00:37:48.400
all of this is fishing, and so you know only
767
00:37:48.440 --> 00:37:50.800
the hungriest fish are going to snap at the crappiest bait,
768
00:37:51.199 --> 00:37:55.000
So you want to part of people love to be sold.
769
00:37:55.039 --> 00:37:57.559
They hate to be pressured, so they hate to be
770
00:37:57.760 --> 00:38:01.920
sold in a way that is pressure. Now does it work? Yeah?
771
00:38:01.960 --> 00:38:05.400
I mean I bought things because someone was so persistent
772
00:38:05.920 --> 00:38:08.920
and so good and so clever and such a you know,
773
00:38:09.199 --> 00:38:12.360
such a wordsmith, or they just happen to have what
774
00:38:12.480 --> 00:38:14.719
I wanted at the exact time that I was looking
775
00:38:14.760 --> 00:38:18.559
for it, or my fomo was for the thing was
776
00:38:19.199 --> 00:38:21.880
pretty intense, and I bought the thing. And plus I
777
00:38:22.000 --> 00:38:26.239
learned how to sell selling Kirby vacuum cleaners, door to
778
00:38:26.320 --> 00:38:29.400
door sales of newspaper subscriptions. I actually think it's really
779
00:38:29.519 --> 00:38:33.119
valuable for people to learn how to sell in an
780
00:38:33.199 --> 00:38:36.519
environment where you have to overcome objections. I mean the
781
00:38:36.559 --> 00:38:39.880
best marketers probably had some really good sales training. I
782
00:38:39.880 --> 00:38:43.000
mean it's rare that someone just is a really good
783
00:38:43.039 --> 00:38:45.400
marketer if they've not had to go out there and
784
00:38:45.800 --> 00:38:48.159
you know, kill what they're going to eat for the evening.
785
00:38:48.239 --> 00:38:50.480
You know, like you have no money and you got
786
00:38:50.480 --> 00:38:52.440
to go out and sell a vacuum cleaner to somebody,
787
00:38:52.519 --> 00:38:54.960
or you got to sell a newspaper subscription, you got
788
00:38:54.960 --> 00:38:56.599
to do something door to door. I mean it's a
789
00:38:56.599 --> 00:38:59.079
bit of a lost art. But you know the people
790
00:38:59.559 --> 00:39:02.320
that go and sell door to door pest control or solar,
791
00:39:02.800 --> 00:39:07.320
they're training themselves how to handle rejection. It's really that
792
00:39:07.480 --> 00:39:11.840
is as important to develop the ability to have people
793
00:39:11.880 --> 00:39:16.159
say no so you can do the reps and get
794
00:39:16.199 --> 00:39:20.119
good at being able to be selective. So if someone
795
00:39:20.199 --> 00:39:23.840
is not able to effectively sell and stand up for
796
00:39:23.880 --> 00:39:27.280
what it is they're selling to make a living, I
797
00:39:27.320 --> 00:39:29.880
honestly don't think they're going to be very good at
798
00:39:30.000 --> 00:39:32.800
understanding what it is that I'm going to say next.
799
00:39:32.960 --> 00:39:37.079
Because people think they can bypass hard work, like I
800
00:39:37.119 --> 00:39:39.920
talk about have an ELF business, to have marketing that's easy,
801
00:39:40.000 --> 00:39:43.800
lucrative and fun versus hard, annoying, laban frustrating. It's way
802
00:39:43.920 --> 00:39:50.039
more ELF to have someone well positioned so that selling
803
00:39:50.119 --> 00:39:53.119
becomes easy and ideally unnecessary because if you do your
804
00:39:53.159 --> 00:39:56.880
marketing right, selling is manual marketing. And when you do
805
00:39:56.920 --> 00:40:00.360
your marketing right, which my friend, you know, Robert ch Aldini,
806
00:40:00.800 --> 00:40:04.119
wrote a book after influence called pre Suasion, it's not
807
00:40:04.239 --> 00:40:07.559
the influence moment that matters, it's what you do before
808
00:40:08.159 --> 00:40:11.360
the opportunity to influence that matters the most. That's where
809
00:40:11.360 --> 00:40:14.000
I go back to, are they pre interested, pre motivated,
810
00:40:14.280 --> 00:40:16.960
pre qualified, and predisposed to do business with you? So
811
00:40:17.000 --> 00:40:21.000
how do you position that person? Well, part of it
812
00:40:21.079 --> 00:40:25.719
is the track record of what the product or service
813
00:40:25.760 --> 00:40:28.119
that you're offering is or what it's done. If it's
814
00:40:28.159 --> 00:40:30.920
brand new, then you borrow from what you've done in
815
00:40:30.960 --> 00:40:34.519
the past to demonstrate I hired someone. There's a company
816
00:40:34.519 --> 00:40:36.639
that goes to all of these not all of them,
817
00:40:36.679 --> 00:40:39.679
but a lot of the biggest online events and biggest
818
00:40:39.800 --> 00:40:43.119
two to three day events, and then they have their
819
00:40:43.280 --> 00:40:46.079
high ticket sales and they will enroll people into a
820
00:40:46.119 --> 00:40:49.519
group and I'd hired this person. They're very they're smart,
821
00:40:49.519 --> 00:40:50.639
they're one of the best in the world at what
822
00:40:50.679 --> 00:40:52.320
they do, and they're hired by a lot of big people.
823
00:40:52.559 --> 00:40:55.320
And one of the people on the team was saying, well,
824
00:40:55.320 --> 00:40:57.239
when are you going to do the first soft close,
825
00:40:57.320 --> 00:40:59.079
and then when are you going to see the audience,
826
00:40:59.119 --> 00:41:00.679
and then when are you going to you know, And
827
00:41:00.719 --> 00:41:02.400
I was like, I'm not doing any of that stuff.
828
00:41:02.400 --> 00:41:03.679
And they're like, well, what do you mean, how are
829
00:41:03.679 --> 00:41:06.000
you going to enroll someone into Genius Network? And I'm like,
830
00:41:06.559 --> 00:41:09.719
we don't do a sales pitch at Genius Network. Like
831
00:41:10.000 --> 00:41:13.199
and when I start my Genius Network meetings and there's
832
00:41:13.320 --> 00:41:15.239
new people at the annual event, which is the only
833
00:41:15.280 --> 00:41:17.719
thing that I do that people that are not members
834
00:41:17.760 --> 00:41:20.280
can go to, I say that there's not going to
835
00:41:20.320 --> 00:41:23.840
be any sales pitch here. The only time where you
836
00:41:23.880 --> 00:41:27.239
can enroll is an optional breakfast session where there's going
837
00:41:27.280 --> 00:41:30.119
to be a panel of Genius Network members and I'm
838
00:41:30.119 --> 00:41:31.960
not even going to be there, and you can we'll
839
00:41:32.000 --> 00:41:34.920
explain what Genius Network is. You can decide there, but
840
00:41:34.960 --> 00:41:36.239
you don't even need to go if you want. The
841
00:41:36.239 --> 00:41:40.559
way that we sell here is we demonstrate value. Now
842
00:41:40.599 --> 00:41:42.880
I couldn't say that in the very beginning, when I
843
00:41:42.920 --> 00:41:45.280
was first started out. You know, I didn't have big
844
00:41:45.360 --> 00:41:47.840
name speakers. I didn't do the stuff that we do today.
845
00:41:48.280 --> 00:41:51.360
I had to demonstrate with strategy. I had to demonstrate
846
00:41:51.400 --> 00:41:54.360
with stuff that actually worked for me, first worked for
847
00:41:54.440 --> 00:41:56.519
other people, and then be able to show the audience
848
00:41:56.519 --> 00:41:58.960
that it could work for them if they actually use it.
849
00:41:59.320 --> 00:42:02.119
But I'll tell you, like I think the Dog and
850
00:42:02.199 --> 00:42:05.760
Pony show marketers, and there's some that are really good,
851
00:42:05.840 --> 00:42:07.880
and believe me, I know how to do it. I mean, people,
852
00:42:08.360 --> 00:42:11.920
I had the highest closed in Glazer Kennedy history back
853
00:42:11.960 --> 00:42:16.199
in twenty eleven when I taught lessons of that I
854
00:42:16.280 --> 00:42:18.039
learned from Gary Halbert and I play. I was the
855
00:42:18.079 --> 00:42:20.480
first person to play a video sales letter to a
856
00:42:20.519 --> 00:42:23.679
live audience. And I have five hundred people out of
857
00:42:23.719 --> 00:42:27.360
a group of twelve hundred that stood in line to
858
00:42:27.400 --> 00:42:29.800
buy the stuff, and there was a countdown timer and
859
00:42:29.880 --> 00:42:31.760
half of the people walked out because they thought they
860
00:42:31.800 --> 00:42:33.840
missed out on it. They couldn't get to all the sales.
861
00:42:34.000 --> 00:42:36.639
And that video has been on YouTube for years. I mean,
862
00:42:36.639 --> 00:42:39.880
people have studied it just how to sell from the stage.
863
00:42:39.960 --> 00:42:42.719
But even then I was doing it in a very
864
00:42:42.760 --> 00:42:45.360
non threatening way. I was playing a video, I was
865
00:42:45.480 --> 00:42:48.639
letting people decide. It was just very compelling. And so
866
00:42:48.679 --> 00:42:51.639
if you can make a really compelling offer, you don't
867
00:42:51.679 --> 00:42:55.480
have to rely on pressure talking people into something. If
868
00:42:55.519 --> 00:42:59.199
you have to convince people to get your stuff because
869
00:42:59.199 --> 00:43:02.119
they're either not positioned well or even not compel them,
870
00:43:02.119 --> 00:43:05.159
you're just gonna have to work harder, and you'll oftentimes
871
00:43:05.239 --> 00:43:09.000
piss people off because it's uncomfortable when someone is trying
872
00:43:09.039 --> 00:43:11.800
to get in your pockets. And some marketers they literally
873
00:43:11.840 --> 00:43:15.159
take their audiences and metaphorically speaking, even though it could
874
00:43:15.199 --> 00:43:18.119
happen in a real live event. You know, everyone's pitching
875
00:43:18.639 --> 00:43:21.119
every you know, they're they're shaking people upside down trying
876
00:43:21.119 --> 00:43:23.000
to get all the money to fall out of their pockets.
877
00:43:23.039 --> 00:43:25.679
You know what I do is I use education based marketing.
878
00:43:25.719 --> 00:43:30.400
The vast majority of how I sell is the successes
879
00:43:30.400 --> 00:43:34.239
of other members. So that's social proof and using you know,
880
00:43:34.320 --> 00:43:37.400
testimonials or you know a lot of the testimonials are
881
00:43:37.880 --> 00:43:40.599
just demonstrating you know, people that are in the group.
882
00:43:40.760 --> 00:43:43.519
And it's not even like go join Genius network. I
883
00:43:43.519 --> 00:43:46.000
mean we're at a point right now where we're creating.
884
00:43:46.119 --> 00:43:48.599
You know, we have waiting lists for people and so,
885
00:43:48.840 --> 00:43:51.000
and that's the best position to be in where people
886
00:43:51.159 --> 00:43:54.000
more people are available that want what you're offering than
887
00:43:54.000 --> 00:43:57.800
you have available, because then you truly have real scarcity,
888
00:43:57.880 --> 00:44:02.199
not fake scarcity, not manufacture scarcity, but you have real scarcity.
889
00:44:02.360 --> 00:44:05.400
Is a good position to get yourself into. And you know,
890
00:44:05.679 --> 00:44:09.639
just educate people if you don't have the copywriting skills
891
00:44:10.239 --> 00:44:12.800
of a world class copywriter, which it's a lot easier
892
00:44:12.880 --> 00:44:16.159
with AI these days, but still people that don't understand
893
00:44:16.199 --> 00:44:20.119
the psychology of marketing, psychology of selling, they can use
894
00:44:20.199 --> 00:44:24.519
AI all day long and they are still missing the elements,
895
00:44:24.639 --> 00:44:27.960
you know, and the premises of being compelling. But it helps,
896
00:44:28.079 --> 00:44:30.920
It definitely helps. And so, like with carpet cleaning, I
897
00:44:30.920 --> 00:44:33.599
had to figure out how to successfully sell something nobody
898
00:44:33.639 --> 00:44:35.639
wants to buy. You know, when people are like, well,
899
00:44:35.639 --> 00:44:37.199
what am I going to learn from some guy that
900
00:44:37.559 --> 00:44:39.679
taught carpet cleaning, I'd be like, if you have anything
901
00:44:39.719 --> 00:44:43.199
more exciting or sexy than carpet cleaning, you can probably
902
00:44:43.239 --> 00:44:46.519
figure out how to use, you know, education based marketing.
903
00:44:46.599 --> 00:44:49.599
I used to have consumer aware I still do consumer
904
00:44:49.679 --> 00:44:53.960
awareness guides free recorded messages, you know, videos, all kinds
905
00:44:54.000 --> 00:44:57.159
of stuff now, you know, books. Anything you put in
906
00:44:57.199 --> 00:45:01.519
front of somebody is marketing. So if you're putting something
907
00:45:01.559 --> 00:45:04.440
in front of somebody and you're not getting them to
908
00:45:05.280 --> 00:45:09.639
respond favorably, i e. Give you money, opt into your list,
909
00:45:09.920 --> 00:45:12.880
go through the next stage, set up the discovery call,
910
00:45:12.960 --> 00:45:15.840
you know, call your office. If you're you know, a surgeon,
911
00:45:15.920 --> 00:45:18.280
you know, whatever your thing is. Then you have to
912
00:45:18.320 --> 00:45:20.320
take a look at what you're putting in front of people.
913
00:45:20.760 --> 00:45:22.519
So you need three things in order to sell something.
914
00:45:22.599 --> 00:45:25.559
You need a product or service, You need a sales pitcher,
915
00:45:25.679 --> 00:45:28.400
marketing message, and then you need a delivery system. And
916
00:45:28.440 --> 00:45:30.840
what most people focus on is here's what I'm selling.
917
00:45:30.880 --> 00:45:33.039
How do we tell people about it? But you got
918
00:45:33.039 --> 00:45:35.639
to tell the right people about it, write fit clients,
919
00:45:36.280 --> 00:45:38.559
and you have to have something that's compelling. And so
920
00:45:38.639 --> 00:45:41.679
if you really just get into the psychology, I mean
921
00:45:41.880 --> 00:45:45.280
my latest book, what's in it for them? That's the line.
922
00:45:45.320 --> 00:45:47.840
Even if someone never reads my book, what's in it
923
00:45:47.880 --> 00:45:50.400
for them? And if you can identify what it is
924
00:45:50.480 --> 00:45:53.599
they want, then you deliver it to them. You talk
925
00:45:53.639 --> 00:45:55.960
about it, you write about it, and then you don't
926
00:45:56.000 --> 00:45:58.519
have to seek them out, they seek you out. That's
927
00:45:58.880 --> 00:46:00.000
my approach.
928
00:46:00.679 --> 00:46:02.440
A follow up a question I wanted to ask before
929
00:46:02.480 --> 00:46:05.880
we finish, So I hope people were picking up here.
930
00:46:05.960 --> 00:46:07.880
I mean, what I'm hearing I'm reading between the lines
931
00:46:07.960 --> 00:46:10.239
is I'm listening to. And you've done a lot of
932
00:46:10.280 --> 00:46:14.400
self education over the years in marketing. You studied the classics,
933
00:46:14.719 --> 00:46:18.199
you studied everybody. You've really been educating yourself, so you
934
00:46:18.320 --> 00:46:21.559
understand this inside out. And now there's all these I
935
00:46:21.639 --> 00:46:24.400
want to play I tools, as you've alluded to, but
936
00:46:24.679 --> 00:46:27.320
you can use them with that knowledge. So even if
937
00:46:27.360 --> 00:46:29.480
we're going to do everything right in terms of pre
938
00:46:29.599 --> 00:46:32.880
qualifying people, you know, and getting the right people and
939
00:46:32.920 --> 00:46:35.159
so forth, and having a great offer and a compelling
940
00:46:35.239 --> 00:46:38.039
offer and educating people, even before all that, if we
941
00:46:38.079 --> 00:46:40.800
don't have good product market fit, you know, we're going
942
00:46:40.840 --> 00:46:43.400
to kill ourselves trying to sell something. So I wonder
943
00:46:43.559 --> 00:46:46.239
if you evolved into the knowledge industry, and I'm assuming
944
00:46:46.239 --> 00:46:48.440
there's probably a lot of folks on this in our
945
00:46:48.480 --> 00:46:50.920
audience here who are in the knowledge industry, in the
946
00:46:50.960 --> 00:46:55.119
coaching industry and similar things, how did you determine, you know,
947
00:46:55.480 --> 00:46:57.519
what was going to be the right product to offer
948
00:46:57.599 --> 00:46:59.599
to the market that you were inspired. I mean, we've
949
00:46:59.599 --> 00:47:01.760
focused on the audience that you wanted to buyd some
950
00:47:01.840 --> 00:47:04.440
way to help, or did you have an offering then
951
00:47:04.440 --> 00:47:06.559
you wanted to go find the right audience, or how
952
00:47:06.599 --> 00:47:08.559
did it work for you to figure out that product
953
00:47:08.599 --> 00:47:11.360
market fit to make the job of both marketing and
954
00:47:11.440 --> 00:47:13.599
selling their easier and so you can do it with
955
00:47:13.679 --> 00:47:16.000
integrity because you're selling some people really need.
956
00:47:16.400 --> 00:47:18.239
I've done both, But if I had to say, the
957
00:47:18.280 --> 00:47:22.719
majority of the time has been spent on finding being
958
00:47:22.760 --> 00:47:25.480
a student of markets, not being a student of I
959
00:47:25.519 --> 00:47:27.960
got this thing here that I think people would benefit from,
960
00:47:28.079 --> 00:47:29.679
let me try to figure out how to sell it.
961
00:47:30.119 --> 00:47:32.800
I would look for you know, Gary Albert used to
962
00:47:32.840 --> 00:47:34.920
have this analogy that if you were going to open
963
00:47:35.039 --> 00:47:37.800
up a hamburger shop and you could only have one
964
00:47:37.840 --> 00:47:40.239
thing that was the most important, he would ask people,
965
00:47:40.360 --> 00:47:43.480
you know, obviously since we're not having an audience here,
966
00:47:43.519 --> 00:47:45.920
to say, you know, what are all the things that
967
00:47:45.960 --> 00:47:48.159
you think would give you the greatest advantage of having
968
00:47:48.159 --> 00:47:52.199
a hamburger stand. People would say location, you know, the
969
00:47:52.239 --> 00:47:57.000
best food, great employees, a good advertising budget. There's all
970
00:47:57.079 --> 00:47:59.800
kinds of criteria that people would come up with that
971
00:48:00.039 --> 00:48:03.239
would give them supposedly an advantage. And Gary said, you know,
972
00:48:03.480 --> 00:48:05.199
if I just had one thing, I could beat all
973
00:48:05.199 --> 00:48:07.400
those other ones. And the one thing is a starving crowd.
974
00:48:07.840 --> 00:48:09.679
So if you have a starving crowd, it doesn't even
975
00:48:09.719 --> 00:48:12.119
need to be good food, right, it just needs to
976
00:48:12.159 --> 00:48:15.840
be someone wants to So what is to use that
977
00:48:15.920 --> 00:48:19.760
metaphor what is the starving crowd that exist? And do
978
00:48:19.800 --> 00:48:22.280
you have the skills that know how the ability to
979
00:48:22.400 --> 00:48:26.079
develop or deliver something that will solve their problems and
980
00:48:26.239 --> 00:48:29.440
look for problems Like the first chapter of my book,
981
00:48:29.559 --> 00:48:32.719
the latest book is be a pain Detective, look for
982
00:48:32.760 --> 00:48:36.679
the pain. Wherever there's anxiety, there's opportunity. And so, you know,
983
00:48:36.719 --> 00:48:39.159
I could sell things in the carpet cleaning industry, like
984
00:48:39.199 --> 00:48:41.800
how to clean carpet, but the thing that most people
985
00:48:41.840 --> 00:48:44.000
wanted was how to get more business. You know, I'm
986
00:48:44.000 --> 00:48:46.599
just trying to make my company work. And here's the
987
00:48:46.639 --> 00:48:48.480
thing that's a problem though with marketers. I have a
988
00:48:48.519 --> 00:48:50.599
friend named Keith Cunningham. I don't know if you've ever
989
00:48:50.639 --> 00:48:53.679
heard of Keith, but Keith real bright guy, and Keith,
990
00:48:53.840 --> 00:48:56.840
you know, talks about how as many businesses die from
991
00:48:56.920 --> 00:49:02.000
indigestion as they do from starvation. And so, you know,
992
00:49:02.119 --> 00:49:04.239
most people think we just need to teach people how
993
00:49:04.239 --> 00:49:06.320
to get more business. But if I go into most
994
00:49:06.360 --> 00:49:10.599
companies that already have customers and clients, they put all
995
00:49:10.639 --> 00:49:13.559
of this effort trying to get new customers, but they're
996
00:49:13.599 --> 00:49:16.079
neglecting the ones they already have. You already know that
997
00:49:16.199 --> 00:49:18.440
the lifetime value of a customer, it's five to six
998
00:49:18.480 --> 00:49:20.599
times more expensive to get a new customer than it
999
00:49:20.639 --> 00:49:23.079
is to get a repeat customer, you know, And I
1000
00:49:23.159 --> 00:49:26.119
prefer calling them clients not customers, because even the word
1001
00:49:26.199 --> 00:49:29.480
customer implies someone that buys something from you, whereas the
1002
00:49:29.519 --> 00:49:32.159
word client implies somebody of a relationship with. So I
1003
00:49:32.199 --> 00:49:34.800
don't want to be in the transaction business. I want
1004
00:49:34.800 --> 00:49:37.119
to be in the relationship business. And if you focus
1005
00:49:37.239 --> 00:49:40.639
on long term relationships, you need to spend less money
1006
00:49:40.679 --> 00:49:43.880
on marketing for new leads and new clients and just
1007
00:49:43.960 --> 00:49:46.639
going deeper. And we live in a world as shallow
1008
00:49:46.960 --> 00:49:50.039
people are. You know, it's a social media world where
1009
00:49:50.320 --> 00:49:52.760
quick hits, let's get them, let's get them into the funnel,
1010
00:49:52.840 --> 00:49:54.920
let's you know, let's do whatever we need to do,
1011
00:49:54.960 --> 00:49:59.320
when in reality that old. You know, Russell Conwell is
1012
00:49:59.320 --> 00:50:03.320
a Conwell story. Acres of Diamonds. I say this from
1013
00:50:03.360 --> 00:50:05.840
the brain of a guy who's been around doing this,
1014
00:50:06.000 --> 00:50:08.360
you know, for a long time. I'm fifty seven years old, right,
1015
00:50:08.800 --> 00:50:11.400
So if someone's in their twenties, you've never read Acres
1016
00:50:11.400 --> 00:50:16.000
of Diamonds. There's so much truth in that old story
1017
00:50:16.400 --> 00:50:20.519
where you're sitting on diamonds right in front of you,
1018
00:50:20.559 --> 00:50:23.079
but you're not harvesting them, you're not looking for them,
1019
00:50:23.159 --> 00:50:26.599
you're looking externally when sometimes you just simply need to
1020
00:50:26.639 --> 00:50:30.679
look at your happy clients, dialogue with them, and ask
1021
00:50:30.760 --> 00:50:33.159
them to introduce you to other people just like them.
1022
00:50:33.239 --> 00:50:35.760
The word introduced is better than the word referral. By
1023
00:50:35.800 --> 00:50:37.960
the way, that's been proven where if you want to
1024
00:50:37.960 --> 00:50:41.119
get referrals, don't ask people for referrals, ask people for
1025
00:50:41.199 --> 00:50:45.159
introductions to people just like them. That little shift can
1026
00:50:45.280 --> 00:50:49.800
change everything. And so you know, go deeper, don't go shallow.
1027
00:50:50.400 --> 00:50:52.840
And you only need a few tools in your toolbox
1028
00:50:52.960 --> 00:50:55.400
in order to, you know, to really make this you know,
1029
00:50:55.440 --> 00:50:56.199
this sort of work.
1030
00:50:56.400 --> 00:50:58.719
And by the way, I mean, I think people are
1031
00:50:58.760 --> 00:51:00.320
going to get why they want to own this and
1032
00:51:00.360 --> 00:51:03.639
read the transcripts and get the transcripts and highlight their transcripts.
1033
00:51:03.760 --> 00:51:06.519
There's so much to learn here. But you mentioned anxiety,
1034
00:51:06.599 --> 00:51:10.440
and you connected anxiety with like, where there's anxiety, there's
1035
00:51:10.440 --> 00:51:13.119
a potential need to meet or a pain to solve,
1036
00:51:13.239 --> 00:51:16.239
or there's a potential client, right, and there's a lot
1037
00:51:16.280 --> 00:51:18.440
of you know, sometimes people think, well, it's already all
1038
00:51:18.480 --> 00:51:20.519
being done and everybody's all you know, I'm just trying
1039
00:51:20.559 --> 00:51:22.679
to get started off. You know, there is so much
1040
00:51:22.679 --> 00:51:25.559
anxiety in today's world. There's got to be a lot
1041
00:51:25.559 --> 00:51:29.800
of potential to be successful in terms of finding solutions
1042
00:51:29.800 --> 00:51:31.559
for people's anxiety.
1043
00:51:31.320 --> 00:51:34.360
Totally, and that's where the opportunities are. So Dan Sullivan,
1044
00:51:34.360 --> 00:51:36.119
who's a dear friend of mine. So me and Dan
1045
00:51:36.239 --> 00:51:38.880
been doing a podcast since twenty twelve. I got him
1046
00:51:38.880 --> 00:51:42.800
into the whole podcasting world. And he says, other people's
1047
00:51:42.880 --> 00:51:45.519
bad news is your good news. And this is really
1048
00:51:45.519 --> 00:51:48.119
hard for some people to wrap their head around. However,
1049
00:51:48.239 --> 00:51:52.119
think about it. Almost all money, not all, but almost
1050
00:51:52.199 --> 00:51:56.360
all money is made transforming other people's bad news into
1051
00:51:56.400 --> 00:51:59.360
good news. Meaning if you're hungry, that's bad news. But
1052
00:51:59.360 --> 00:52:01.480
if you can go or a restaurant or call up
1053
00:52:01.480 --> 00:52:04.000
a food service to deliver foodji, that's good news. You
1054
00:52:04.000 --> 00:52:05.840
can go to a grocery store, that's good news. Right
1055
00:52:06.199 --> 00:52:09.400
If you break your laid or your ankle, that's bad news.
1056
00:52:09.440 --> 00:52:11.920
If you can go to a doctor, that's good news.
1057
00:52:12.440 --> 00:52:14.599
If you're bored, that's bad news. If you can go
1058
00:52:14.599 --> 00:52:16.880
to a movie, or you can listen, you know, download
1059
00:52:17.000 --> 00:52:20.400
some music, that that's good news. So almost all problems
1060
00:52:20.440 --> 00:52:23.519
that people are trying to solve. When they have those problems,
1061
00:52:23.639 --> 00:52:27.480
that's bad news. But it's good news if you show
1062
00:52:27.599 --> 00:52:30.760
up with a solution to those problems. And if you
1063
00:52:30.800 --> 00:52:34.639
don't identify where the anxiety and the problems are, you
1064
00:52:34.760 --> 00:52:37.639
may be trying to sell something that might be cool,
1065
00:52:37.880 --> 00:52:41.360
it might be useful, but the anxiety is not severe enough.
1066
00:52:41.360 --> 00:52:43.559
The problem is not severe enough for people to want
1067
00:52:43.599 --> 00:52:46.639
to solve it. So the more that you can solve
1068
00:52:46.719 --> 00:52:50.679
a problem that people are ardently seeking a solution for
1069
00:52:50.840 --> 00:52:52.840
and they have not yet found it, and you show
1070
00:52:52.920 --> 00:52:55.840
up in front of them with the attitude or what's
1071
00:52:55.880 --> 00:52:58.400
in it for them and you actually have a solution,
1072
00:52:58.559 --> 00:53:01.280
it may not be the permanent, so it may just
1073
00:53:01.360 --> 00:53:04.519
be simply helping a little bit. You know, this doesn't
1074
00:53:04.559 --> 00:53:06.599
need to be save the world sort of stuff. It
1075
00:53:06.599 --> 00:53:09.199
could be you know, selling coade hangers. You know they
1076
00:53:09.239 --> 00:53:12.199
need coat hangers, right. So the thing is, though, is
1077
00:53:12.239 --> 00:53:14.119
you want to look for bad news and you want
1078
00:53:14.159 --> 00:53:16.920
to transform it. The companies that I don't like are
1079
00:53:16.960 --> 00:53:19.760
people that are selling opium where they try to give
1080
00:53:19.800 --> 00:53:22.599
the illusion that they're actually solving someone's problems, but they're
1081
00:53:22.639 --> 00:53:25.360
really just taking their money. They're looking at bad news
1082
00:53:25.880 --> 00:53:27.800
and they're making it worse. You know, there's a lot
1083
00:53:27.840 --> 00:53:33.280
of industries, you know, alcohol, porn, toxic foods, that they
1084
00:53:33.320 --> 00:53:35.840
give the illusion that they're actually helping people. I mean,
1085
00:53:35.880 --> 00:53:38.280
have you ever seen an honest beer commercial, Like, I'm
1086
00:53:38.320 --> 00:53:40.880
sure there are some, but it's like everyone's good looking,
1087
00:53:40.920 --> 00:53:43.320
everyone's sober. I mean, come on, but you know you're
1088
00:53:43.320 --> 00:53:46.320
selling alcohol. You want people to get inebriated. So there's
1089
00:53:46.360 --> 00:53:49.320
big lies like what happens in Vegas stays in Vegas,
1090
00:53:49.400 --> 00:53:51.960
which are great marketing slogans. I have a friend that
1091
00:53:52.039 --> 00:53:54.079
actually knows the guy that came up without whereas the
1092
00:53:54.079 --> 00:53:56.119
guy's really cool and wants to introduce me to him.
1093
00:53:56.119 --> 00:53:58.280
But I'm like, well, you know, what happens in Vegas
1094
00:53:58.280 --> 00:54:01.280
stays in Vegas. It's a great slogan for getting the
1095
00:54:01.480 --> 00:54:04.039
human brain to be like, let's drink too much, Let's
1096
00:54:04.079 --> 00:54:06.559
hire some hookers, let's do some drugs, let's gamble our
1097
00:54:06.559 --> 00:54:11.400
money away. But what doesn't stay in Vegas is guilt, debt, STDs,
1098
00:54:11.480 --> 00:54:13.599
all these other things that could come from that slogan
1099
00:54:13.719 --> 00:54:17.480
or you have like the alcohol industry drink responsibly. Well,
1100
00:54:17.519 --> 00:54:21.079
it's kind of like an NLP command. What's the first word, drink?
1101
00:54:21.480 --> 00:54:25.400
You're commanding people to drink responsibly. But the majority of
1102
00:54:25.440 --> 00:54:29.760
alcohol is bought by like a small percentage of problem drinkers.
1103
00:54:30.280 --> 00:54:33.719
So these people are not drinking responsibly, and that's where
1104
00:54:33.719 --> 00:54:36.519
the vast majority of money's made. And the alcohol industry
1105
00:54:36.559 --> 00:54:38.800
is from people that are excessive drinkers. They don't want
1106
00:54:38.840 --> 00:54:41.880
anyone to drink responsibly, They just want a virtue signal
1107
00:54:41.920 --> 00:54:43.719
that they actually care about it. So those are not
1108
00:54:43.880 --> 00:54:47.360
businesses that per se solve problems for a profit. They
1109
00:54:47.400 --> 00:54:51.320
actually exasperate problems. So if we're talking about you know,
1110
00:54:51.360 --> 00:54:53.360
going back to how I would look at it ethics,
1111
00:54:53.440 --> 00:54:56.800
is sell something that solves problems for a profit and
1112
00:54:56.880 --> 00:54:59.360
really delivers on it. And again, you know, I mean,
1113
00:54:59.519 --> 00:55:01.559
people may not agree with what I'm saying, and I
1114
00:55:01.599 --> 00:55:04.159
know there's a lot of people that are in industries
1115
00:55:04.239 --> 00:55:07.719
that you know, or I would consider questionable it. You
1116
00:55:07.719 --> 00:55:09.280
got to choose how you're going to make a living,
1117
00:55:09.559 --> 00:55:11.719
and you got to choose. You know. Here's the thing, though,
1118
00:55:11.760 --> 00:55:14.360
if someone goes through your whole summit and they listen
1119
00:55:14.400 --> 00:55:16.960
to all these people, they're going to know more about marketing,
1120
00:55:17.000 --> 00:55:18.800
They're going to know more about positioning. They're going to
1121
00:55:18.840 --> 00:55:22.320
know more about business than ninety nine percent of all
1122
00:55:22.360 --> 00:55:25.760
business owners ever get exposed to. It's just how you
1123
00:55:25.880 --> 00:55:28.960
use it and on the road to success. I have
1124
00:55:29.000 --> 00:55:30.840
a new book that will be coming out next month
1125
00:55:30.840 --> 00:55:33.159
that I'm only releasing to early on because I want
1126
00:55:33.199 --> 00:55:34.719
to see how people look at But it's called Winners
1127
00:55:34.760 --> 00:55:38.840
Find Ways, and I've crowdsourced what winning actually means because
1128
00:55:38.880 --> 00:55:42.559
in this country and in most countries, we view success
1129
00:55:42.599 --> 00:55:45.239
as money, but I never tell someone what success is.
1130
00:55:45.280 --> 00:55:47.159
It could be being a great parent. It could be
1131
00:55:47.199 --> 00:55:50.280
spiritually in a place where you feel really connected. It
1132
00:55:50.320 --> 00:55:52.920
could be being in great physical shape. It could be
1133
00:55:53.239 --> 00:55:56.639
you know, feeding homeless people. It could be some humanitarian
1134
00:55:56.679 --> 00:55:59.239
project right and other people. It could be you know,
1135
00:55:59.480 --> 00:56:04.039
Ferrari maseratis. Who buys maseraties anymore? McLaren's whatever. Actually I
1136
00:56:04.079 --> 00:56:07.159
did see a cool maserati yesterday, But nonetheless, I don't
1137
00:56:07.199 --> 00:56:10.199
care what someone like wants. And if you really want
1138
00:56:10.280 --> 00:56:13.159
something and you're not hurt anyone to get it, you know,
1139
00:56:13.360 --> 00:56:16.199
don't make apologies for what you want. It's who you
1140
00:56:16.320 --> 00:56:18.760
become along the way. You know, success is in what
1141
00:56:18.840 --> 00:56:22.119
you get. It's who you become and how you get it,
1142
00:56:22.599 --> 00:56:24.880
I think is more important than what you get. And
1143
00:56:24.920 --> 00:56:26.719
a lot of people like I want to get this
1144
00:56:26.800 --> 00:56:29.679
best seller, I want to get this big pot of money. Well,
1145
00:56:29.719 --> 00:56:32.559
how are you getting it? And if you can do
1146
00:56:32.679 --> 00:56:36.719
things where you feel that you're expanding other people and
1147
00:56:36.760 --> 00:56:40.360
you're expanding yourself, you're probably going to only get there
1148
00:56:40.400 --> 00:56:43.000
by solving a lot of problems. And it's going to
1149
00:56:43.079 --> 00:56:47.119
be painful. Because a business that works is solving problems
1150
00:56:47.119 --> 00:56:49.760
for a profit. That's what it is. And so I
1151
00:56:49.800 --> 00:56:52.800
look for problems. I look for pain, not just in
1152
00:56:52.880 --> 00:56:55.840
other people. I look for it in myself. I always think, like,
1153
00:56:56.320 --> 00:56:59.519
what the hell would make my life way better if
1154
00:56:59.519 --> 00:57:02.760
it exists? And can I create it? So most of
1155
00:57:02.800 --> 00:57:04.559
the things that I've sold in my life. Were just
1156
00:57:04.639 --> 00:57:07.880
solving problems that I had, and once I figured out
1157
00:57:08.039 --> 00:57:10.880
what that recipe is, I then offer that recipe to
1158
00:57:10.880 --> 00:57:14.320
other people. That's kind of if there is a formula
1159
00:57:14.400 --> 00:57:16.920
that's been my formula for you know, thirty years.
1160
00:57:17.079 --> 00:57:19.480
Well, you did a great job of answering your original question,
1161
00:57:19.639 --> 00:57:21.800
charact market a bit and great depth. You know, I
1162
00:57:21.920 --> 00:57:23.760
just have one last question. I know you don't call
1163
00:57:23.840 --> 00:57:27.199
Genius Network a mastermind. You call it a network. You
1164
00:57:27.280 --> 00:57:29.480
make a distinction there, but none of us I'd just
1165
00:57:29.519 --> 00:57:31.639
like to ask you about because I would bet you know,
1166
00:57:31.920 --> 00:57:34.320
just like you said, you know, the entrepreneurs who are
1167
00:57:34.320 --> 00:57:37.079
attending the summit are going to be exposed to, you know,
1168
00:57:37.360 --> 00:57:39.960
information that ninety nine percent of entrepreneurs are not going
1169
00:57:39.960 --> 00:57:42.199
to be exposed to, and business owners are struggling without
1170
00:57:42.199 --> 00:57:45.039
sufficient information on how to really do it and succeed.
1171
00:57:45.599 --> 00:57:48.280
But I bet even among the entrepreneurs attaining that some
1172
00:57:48.320 --> 00:57:51.679
of the vast majority have not joined a mastermind or
1173
00:57:51.719 --> 00:57:54.320
a network like Genius Network. And I want to just
1174
00:57:54.360 --> 00:57:57.079
talk about the value you found and getting together with
1175
00:57:57.199 --> 00:58:00.440
other entrepreneurs instead of being on that solo heroes where
1176
00:58:00.440 --> 00:58:02.800
you're all by yourself and all your struggles to get
1177
00:58:02.840 --> 00:58:05.719
around other peers and people a little further down to
1178
00:58:05.800 --> 00:58:08.360
journey than you are on successful people to learn from that.
1179
00:58:08.400 --> 00:58:10.639
I wonder if you what's the value you've seen with
1180
00:58:10.760 --> 00:58:13.039
all the people coming here after year to Genius Network.
1181
00:58:13.400 --> 00:58:15.960
I think that people that are driven entrepreneurs, Like the
1182
00:58:15.960 --> 00:58:17.760
guy that wrote the book Driven is one of my
1183
00:58:17.800 --> 00:58:20.119
Genius Network members. He's in my Hunter k group. His
1184
00:58:20.199 --> 00:58:23.320
name's doctor Doug Brackman. He's got two PhDs. And the
1185
00:58:23.360 --> 00:58:26.559
people that join mastermind groups and join, they go to
1186
00:58:26.679 --> 00:58:30.239
seminars and listen to podcasts at double speed and buy
1187
00:58:30.280 --> 00:58:32.599
more books than they could ever read by a factor
1188
00:58:32.639 --> 00:58:35.400
probably like ten times. Those are the hunters. They're not
1189
00:58:35.519 --> 00:58:38.760
the farmers. Like the vast majority of people are not entrepreneurs.
1190
00:58:38.800 --> 00:58:42.599
There's probably one in twenty people that have the psychological
1191
00:58:42.599 --> 00:58:44.639
makeup to be an entrepreneur. And the ones that are
1192
00:58:44.719 --> 00:58:48.280
driven that are often called add or high quick start,
1193
00:58:48.400 --> 00:58:51.639
like my friend Kathy Colby created the Colby you Know Index.
1194
00:58:51.920 --> 00:58:55.280
You know quick starts. People that are labeled type A.
1195
00:58:56.239 --> 00:59:00.239
They do well in tribes. They're tribal creatures. If you
1196
00:59:00.280 --> 00:59:04.400
give a hunter good boundaries and ethics, they will change
1197
00:59:04.400 --> 00:59:08.960
the world. If they don't have good ethics, they are Charlatan's.
1198
00:59:09.000 --> 00:59:12.159
They will fleece people. And there's a lot of hunters
1199
00:59:12.199 --> 00:59:16.280
that are out there as dangerous killers, and there's others
1200
00:59:16.320 --> 00:59:18.559
that are just taking care of the village. They're taking
1201
00:59:18.599 --> 00:59:21.840
care of the world. And so my preferred way, even
1202
00:59:21.840 --> 00:59:24.400
though I've read over a thousand books, I've interviewed probably
1203
00:59:24.400 --> 00:59:28.000
two thousand people. I am a curious human. I have
1204
00:59:28.039 --> 00:59:31.400
gone to more seminars, more therapy, more twelve step groups,
1205
00:59:31.440 --> 00:59:33.400
I mean, you name it. I do a lot of
1206
00:59:33.480 --> 00:59:38.000
stuff personally and professionally to constantly educate myself. My preferred
1207
00:59:38.039 --> 00:59:44.039
way to learn is in groups with properly curated people.
1208
00:59:44.480 --> 00:59:46.960
And so what I try to do is surround myself
1209
00:59:47.000 --> 00:59:51.199
with ambitious givers, not takers. And what is a taker.
1210
00:59:51.320 --> 00:59:53.679
A taker is a person that shows up with a
1211
00:59:53.800 --> 00:59:57.599
want because we all have wants, but their give is
1212
00:59:57.719 --> 01:00:00.159
less than their want. A giver is someone and it
1213
01:00:00.280 --> 01:00:02.920
wants something, but they show up with a give that's
1214
01:00:02.960 --> 01:00:05.440
equal to or greater than their want. And so the
1215
01:00:05.440 --> 01:00:08.400
people that I surround myself with are givers. And I
1216
01:00:08.480 --> 01:00:11.559
try to curate givers in my life, not only for
1217
01:00:11.639 --> 01:00:14.480
Genius Network but for my own life, because I like
1218
01:00:14.559 --> 01:00:17.480
hanging around givers, and if you're a giver, you are
1219
01:00:17.519 --> 01:00:21.480
a target for takers, and so you have to boundary yourself.
1220
01:00:21.519 --> 01:00:25.119
And that doesn't come except from getting screwed. It doesn't
1221
01:00:25.159 --> 01:00:27.760
come except for having your heart broken. It doesn't come
1222
01:00:28.079 --> 01:00:30.480
except for being betrayed. Now, if you can skirt all
1223
01:00:30.519 --> 01:00:33.840
of those issues and not have those pains in your life,
1224
01:00:33.840 --> 01:00:36.519
then you got really lucky, and good for you. But
1225
01:00:36.599 --> 01:00:38.800
for the most part, the biggest givers that I know
1226
01:00:38.960 --> 01:00:41.480
have been through hell, and the people that I really
1227
01:00:41.559 --> 01:00:44.920
appreciate are people that have gone through massive adversity and
1228
01:00:45.000 --> 01:00:48.599
they've learned that suffering is the world's greatest teacher. It
1229
01:00:48.719 --> 01:00:51.519
really is, and it sucks. And I hate to say
1230
01:00:51.519 --> 01:00:53.840
to givers that you're going to get taken advantage of.
1231
01:00:53.880 --> 01:00:56.719
But in the beginning I ignored red flags, and when
1232
01:00:56.760 --> 01:00:59.480
I did, something bad happened and I didn't even notice
1233
01:00:59.519 --> 01:01:02.280
the yellow flex. But the longer you're on the planet
1234
01:01:02.360 --> 01:01:04.400
and the more you know, I don't think the treadmillet
1235
01:01:04.440 --> 01:01:08.000
of crap ever goes away. I just think you resource yourself.
1236
01:01:08.280 --> 01:01:10.280
You learn how to navigate it, you learn how to
1237
01:01:10.320 --> 01:01:13.280
set things up and you often learn that your attitude
1238
01:01:13.320 --> 01:01:15.239
of how you take it in because life is going
1239
01:01:15.280 --> 01:01:18.239
to happen, it's just how you interpret it. And that
1240
01:01:18.400 --> 01:01:20.960
really comes from hanging around other people that are a
1241
01:01:20.960 --> 01:01:22.920
good sounding board. So I always want to have a
1242
01:01:22.920 --> 01:01:25.400
good sounding board, you know, And a great way to
1243
01:01:25.519 --> 01:01:27.960
save time I'll give you know, since we have to wrap.
1244
01:01:28.639 --> 01:01:34.320
One great way as you pursue your ambitions is ask
1245
01:01:34.360 --> 01:01:37.679
yourself the question what needs solved, and spend your time
1246
01:01:37.800 --> 01:01:41.400
listening to podcasts on what you're trying to solve, unless
1247
01:01:41.440 --> 01:01:43.159
you you know, just need a break and you want
1248
01:01:43.159 --> 01:01:45.880
to listen to music or whatever. Frankly, I mean, I
1249
01:01:45.880 --> 01:01:49.119
think you're better off mastering one book than reading fifty books.
1250
01:01:49.639 --> 01:01:52.119
You know, read one book that's really good five times
1251
01:01:52.239 --> 01:01:55.119
versus fifty different books, just so you can have a
1252
01:01:55.199 --> 01:01:58.559
checkbox to think you're somehow accomplishing something because you're reading
1253
01:01:58.599 --> 01:02:02.199
and listening everything. So ask yourself what needs solved, because
1254
01:02:02.199 --> 01:02:05.639
what you can spend is time, attention, money, effort, and energy.
1255
01:02:05.679 --> 01:02:08.639
I call it tammy time attention, money, effort, and energy.
1256
01:02:08.679 --> 01:02:13.039
Spend your tammy on what needs solved. Secondly, quit watching
1257
01:02:13.119 --> 01:02:16.360
things that you already agree with, especially politically, because it
1258
01:02:16.480 --> 01:02:20.000
just reinforces the echo chamber. So listen to things that
1259
01:02:20.159 --> 01:02:23.320
are the polar opposite to get a deeper understanding of
1260
01:02:23.320 --> 01:02:26.239
what humans believe in. You know, Gary hal would always say,
1261
01:02:26.280 --> 01:02:27.960
you know, take the bus once a week. If you
1262
01:02:27.960 --> 01:02:30.440
start having success and eating a nice restaurants, staying at
1263
01:02:30.519 --> 01:02:33.239
nice hotels, you know you're making a lot of money.
1264
01:02:33.360 --> 01:02:36.480
You lose touch with how most people live. Take the bus.
1265
01:02:36.719 --> 01:02:38.840
Most people won't do that. But you know that's why
1266
01:02:38.840 --> 01:02:42.360
we take our members to prisons before the Genius Network meetings.
1267
01:02:42.719 --> 01:02:44.440
You know, people are like, oh, you know, I'm not
1268
01:02:44.480 --> 01:02:46.480
getting a Wi Fi signal. What if you live for
1269
01:02:46.559 --> 01:02:48.360
ten years and you didn't You couldn't even make a
1270
01:02:48.360 --> 01:02:51.079
phone call, you know, without having to get permission from
1271
01:02:51.079 --> 01:02:53.519
a prison guard. What if you could only shower three
1272
01:02:53.559 --> 01:02:56.119
times a week and you could never pick what food
1273
01:02:56.159 --> 01:02:58.079
you're going to eat it's given to you. I mean,
1274
01:02:58.119 --> 01:03:01.239
you think you your life sucks, put yourself in a position.
1275
01:03:01.320 --> 01:03:05.159
Go volunteer in an animal shelter, Go volunteer at a
1276
01:03:05.199 --> 01:03:08.840
recovery clinic, a burn unit. I mean, put yourself into
1277
01:03:08.880 --> 01:03:11.599
a different frame of mind. So in another way to
1278
01:03:11.639 --> 01:03:14.679
save time is don't take advice from people that haven't
1279
01:03:14.719 --> 01:03:18.239
done what you're trying to do. Everyone has opinions, but
1280
01:03:18.400 --> 01:03:21.199
I'm often surprised, like everyone has an opinion on marketing.
1281
01:03:21.719 --> 01:03:25.519
But you know, like my partner, she's a brilliant doctor,
1282
01:03:25.599 --> 01:03:29.320
brilliant plastic surgeon, and people will respect the fact if
1283
01:03:29.360 --> 01:03:32.679
you're a doctor, but a marketers often don't get any
1284
01:03:32.719 --> 01:03:35.079
respect because you like someone that's never read a marketing
1285
01:03:35.079 --> 01:03:36.639
book's going to give you an opinion on how to
1286
01:03:36.679 --> 01:03:39.519
run and create. So listen to people that have been there,
1287
01:03:39.559 --> 01:03:41.599
done that. That'll save you a ton of time. And
1288
01:03:41.639 --> 01:03:45.239
again I said this earlier. Cut ties with dishonest, negative
1289
01:03:45.280 --> 01:03:47.400
and lazy people. Determine who you want to be a
1290
01:03:47.440 --> 01:03:50.239
hero to, which is a Dan Sullivan concept. Who do
1291
01:03:50.280 --> 01:03:52.119
you want to be a hero to? What are the
1292
01:03:52.159 --> 01:03:55.360
problems that group has? What do you need to do
1293
01:03:55.400 --> 01:03:57.920
to develop the skills to put it together and be
1294
01:03:58.039 --> 01:04:00.960
okay with In the real world, it's called failure. In
1295
01:04:01.000 --> 01:04:04.280
the marketing world, it's called testing. Be willing to test
1296
01:04:04.440 --> 01:04:06.840
a lot in order to figure it out, and it's
1297
01:04:06.880 --> 01:04:09.119
not supposed to be easy. In order to have an
1298
01:04:09.199 --> 01:04:11.880
ELF business, you may have to work really hard to
1299
01:04:11.960 --> 01:04:14.239
develop something that's easy, lucra and fun. But if it
1300
01:04:14.320 --> 01:04:17.480
was so damn easy, everyone would do it. And that's
1301
01:04:17.519 --> 01:04:20.480
the beauty of this is it's supposed to be difficult,
1302
01:04:20.719 --> 01:04:23.400
and when you've gotten to that level, then you can
1303
01:04:23.440 --> 01:04:27.000
be like ah, because anything received free of charge is
1304
01:04:27.039 --> 01:04:29.920
seldom valued. Like when you get in really good physical shape,
1305
01:04:30.079 --> 01:04:32.000
it's because you work your ass off to get in
1306
01:04:32.039 --> 01:04:34.679
physical shape. When you build a business, it's probably because
1307
01:04:34.719 --> 01:04:36.320
you did a lot of stuff. So you've got to
1308
01:04:36.360 --> 01:04:38.880
be willing to work through the burn and do the reps.
1309
01:04:38.920 --> 01:04:41.239
So if they've only listened to me, listen to the
1310
01:04:41.280 --> 01:04:44.599
rest of the interviews, invest the time on doing this stuff,
1311
01:04:44.760 --> 01:04:49.000
and whoever you resonate with, follow that person, take their advice,
1312
01:04:49.119 --> 01:04:52.480
and most importantly, don't listen to it, actually do something
1313
01:04:52.519 --> 01:04:54.800
with it, because these are just ideas if they're not
1314
01:04:54.880 --> 01:04:56.679
followed with execution and action.
1315
01:04:57.280 --> 01:05:01.239
Absolutely take action, massive action. So this has been incredible, Joe,
1316
01:05:01.280 --> 01:05:03.679
and it all exemplifies what the sum it's all about,
1317
01:05:03.679 --> 01:05:06.679
which is about succeeding business and succeeding in life. That's
1318
01:05:06.679 --> 01:05:08.840
what my instrut's all about. And you know, if you
1319
01:05:08.920 --> 01:05:11.679
succeed in business in all the non ethical ways you
1320
01:05:11.679 --> 01:05:13.440
were talking about. You still got to live with yourself
1321
01:05:13.639 --> 01:05:15.199
and that's not going to be a happy ride in
1322
01:05:15.199 --> 01:05:16.719
the long run. You can numb it out as long
1323
01:05:16.760 --> 01:05:18.159
as you can, but sooner or later you're going to
1324
01:05:18.199 --> 01:05:21.079
pay the piper. So succeeding business succeed in life with
1325
01:05:21.159 --> 01:05:23.679
ethical marketing. Thank you so much, Joe. This has been
1326
01:05:23.679 --> 01:05:26.760
incredibly illuminating, and talk about an acre of diamonds, a
1327
01:05:26.760 --> 01:05:28.760
lot of stuff there to mine. Thank you so much.
1328
01:05:28.960 --> 01:05:30.000
You're well complete.
1329
01:05:30.320 --> 01:05:34.159
Thank you for joining me on the Radical Responsibility Podcast. Remember,
1330
01:05:34.280 --> 01:05:36.960
real change happens when we commit to our growth, face
1331
01:05:37.000 --> 01:05:40.599
our challenges with compassion, and stay open to transformation. If
1332
01:05:40.599 --> 01:05:43.800
you found this episode helpful, I encourage you to subscribe
1333
01:05:43.880 --> 01:05:47.239
and help us spread the message of healing and personal empowerment.
1334
01:05:47.320 --> 01:05:50.079
Stay grounded, stay present, and stay true to you.
1335
01:05:50.280 --> 01:05:50.800
Take care