WEBVTT 00:00:00.000 --> 00:00:06.160 These days, it feels like every single coach is telling you to create and post a bunch of content so you can generate some sales opportunities. 00:00:06.800 --> 00:00:24.685 That sounds good, but for the last fifteen years, I've been doing something completely different. I was terrified of sales and shit scared of asking for the money. So I created an ingenious system where my content did the selling for me. I call it influential content. And in this video, I'm gonna show you the five things you need to know that I've doing for fifteen years so that sales becomes easy 00:00:25.085 --> 00:00:25.965 and even 00:00:26.220 --> 00:00:27.260 unnecessary. 00:00:27.340 --> 00:00:45.975 In fact, this system is working so well for us right now that we haven't had a single salesperson, a single sales call for thirteen months. And yet the number of new clients joining us in Black Belt and Boardroom and clients every single month is literally five times more than it was when we had a team of nine. This thing's cool, and you're gonna dig it. So the reason I wanna share this with you now today 00:00:46.375 --> 00:00:53.735 is because last week, I ran a workshop. It was called, uh, it was called Sold Out. It was epic. You don't need to know about that. Just imagine. Taki did a good job. Good job, Taki. 00:00:54.230 --> 00:01:02.070 One of my clients in the community said, is there any way we can get a recording of the workshop you did to the public? Because I wanna watch it. I really wanna see the pitch at the end. 00:01:03.430 --> 00:01:11.995 Fair question. Here's what I replied. If you watch the recording and you see the pitch at the end, you're gonna be really freaking disappointed because it was almost nonexistent. 00:01:13.035 --> 00:01:13.595 But 00:01:14.235 --> 00:01:15.915 if you watched the two hours 00:01:16.075 --> 00:01:21.195 before the little imitation at the end and you knew what to look for, you would have your mind blown 00:01:21.950 --> 00:01:27.790 because between you and I, there was some next level ninja Jedi shit going on in the way I designed the workshop in the first place. 00:01:28.510 --> 00:01:39.635 That's the key. But even though the inspiration for doing this session was based on a workshop I ran, it's not just about workshops. I've used this same formula for long form videos like this, for Instagram Reels, carousels, 00:01:39.795 --> 00:01:42.035 for emails for, like, fifteen years. 00:01:42.275 --> 00:01:44.915 So if you're creating content and you'd like to sell more, 00:01:46.770 --> 00:01:54.530 why don't I just show you? So when you think about it, with this presentation you're gonna give, whether it's to camera or to people, you've got two jobs. Yeah. We've gotta teach, 00:01:56.610 --> 00:01:58.370 and then we've gotta sell. 00:02:00.290 --> 00:02:00.690 Teach, 00:02:01.265 --> 00:02:13.425 then sell. Here's what I've noticed, certainly for me when I was first getting started, when I was teaching, my energy was great. Like it is right now. Like, I love this stuff. I really wanna help you. I'm passionate about it. My energy's awesome. 00:02:13.665 --> 00:02:15.505 So I was like, captain confidence. 00:02:16.410 --> 00:02:18.010 But then I got to this bit, 00:02:18.410 --> 00:02:19.850 and something strange happened. 00:02:20.330 --> 00:02:29.210 My mouth got dry. My heart started beating a little bit too fast. My hands were bit shaky, very sweaty. It was like I went through puberty again. I was like, business, business yeah. I was like, 00:02:29.965 --> 00:02:31.085 business genius. 00:02:31.085 --> 00:02:32.525 Please buy my stuff. 00:02:33.565 --> 00:02:40.685 It was uncomfortable for me, and people didn't buy because who wants to buy from the pubescent sweaty kid? Not me. But here's the thing. You've got these two jobs. 00:02:41.085 --> 00:02:51.700 You need to teach. It's what they came for. And you need to sell. It's what your business wants you to do. There's nothing wrong with the teaching. There's nothing wrong with selling. The problem was how I was thinking about it because I was thinking about it like this: teach, 00:02:52.180 --> 00:02:52.740 then 00:02:54.340 --> 00:03:00.740 sell. There's nothing wrong with teach, nothing wrong with sell. The problem's in the then. Because if I say teach, then sell, makes me think like they're two different activities. 00:03:01.505 --> 00:03:05.825 So just erase that from your mind. What we want to do instead is we want to teach 00:03:07.425 --> 00:03:13.425 and sell. It sounds simple, but it's profound. Because what I want you to do, what I've been doing for fifteen years, 00:03:13.745 --> 00:03:14.385 is 00:03:14.785 --> 00:03:16.545 every moment is valuable and useful, 00:03:17.240 --> 00:03:18.440 and every moment 00:03:18.680 --> 00:03:19.320 sells. 00:03:19.720 --> 00:03:27.080 So while I'm teaching, I'm teaching people what to want, setting up the offer. And while I'm selling, I'm doing it in way that feels valuable because it is. 00:03:27.480 --> 00:03:29.560 If you're crying right now like my pen is, 00:03:30.155 --> 00:03:34.395 you're right. This isn't good shit. So every moment is useful, and every moment 00:03:35.675 --> 00:03:36.875 sets up the offer, 00:03:37.435 --> 00:03:40.795 not just the pitch at the end. Because if you get this bit right, 00:03:41.115 --> 00:03:42.555 the pitch at the end is a formality. 00:03:42.890 --> 00:03:54.170 In fact, it's more like an invitation. We'll talk about that later. So there's this question that Tim Ferriss asked all of his podcast guests. He says, like, what's the $100 purchase that you've made in the last little while that's had the biggest positive impact on you? In other words, 00:03:54.970 --> 00:04:04.945 we've all bought really expensive stuff that's made no difference. He's talking about this end. What's really cheap, but it's been awesome? If you don't care what I bought for a $100, I don't even remember. 00:04:05.345 --> 00:04:09.345 But if instead of money, we were spending skill points, 00:04:09.745 --> 00:04:22.790 this is the micro skill that has made the biggest positive difference. This is the one thing that got me to a million bucks a year, and beyond, it's one of the core skills that makes black belters so deadly in their market. Okay. So I think you get this. Let's talk about how to make this practical. Back to that workshop I ran. 00:04:23.350 --> 00:04:29.435 After she asked me that question and I answered, you know, the pitch was lame, but the content was amazing, 00:04:29.675 --> 00:04:31.915 and that's why it sold, yeah, I looked at my slides, 00:04:32.315 --> 00:04:35.035 and most importantly, the workbook for the session that we ran live, 00:04:35.915 --> 00:04:38.315 and I found 21 things that I did on purpose 00:04:39.040 --> 00:04:41.280 that made it really useful 00:04:41.920 --> 00:04:43.200 and really fun 00:04:44.560 --> 00:04:50.880 and that sold like crazy. So I'm not gonna talk about making it useful here because that's your job, and we talk about that in other videos. This 00:04:51.305 --> 00:04:56.505 isn't the stuff. It's how you actually design the stuff to make it teach and sell. Well, here's the thing. When I build a workshop 00:04:56.825 --> 00:04:58.505 or a YouTube video like this, 00:04:59.065 --> 00:05:05.385 I got a three step process. Uh, step number one involves pink Post it notes. Step number two, the blue ones. Step number three, 00:05:06.140 --> 00:05:11.740 the white ones. These are special, so we're gonna we'll come back to those. Remember, white Post its equals magic. 00:05:12.140 --> 00:05:30.385 Um, I start with the pink ones, and all I do is I get Post it notes out, and you can do this any way you want. I I use Post it notes. And I just think about, okay. What is all the all the stuff that I could teach them that would be the most useful stuff about this topic? And so here, this is for a workshop I'm running internally for Black Belt tomorrow, um, and there's a bunch of cool stuff. Right? So I just get all my ideas out. 00:05:30.865 --> 00:05:39.450 Some of them merge together. They're like duplicates. And I'm just looking for, like, what are the themes so I can get, like, five key points. Like, where in this video, we're in point number one. So pink, 00:05:39.690 --> 00:05:42.650 what do I what do I need to do to make it useful? Blue, 00:05:42.970 --> 00:05:51.865 how do I make it fun? And the way I make it fun is by getting people involved. What are the activities I'm gonna do? What are the questions I'm gonna ask? So mostly, these are activities. 00:05:52.185 --> 00:05:53.385 Filling in a worksheet, 00:05:54.185 --> 00:06:00.505 creating piece of content, whatever I can do to help them go from, like, I got the idea to I'm getting it done. So far, we've got fun and useful, and we're looking pretty damn good. 00:06:01.270 --> 00:06:08.870 But we also wanna make sure that it sells. Because if you don't make sure it sells, you gotta work really hard at the pitch, and you and I don't want that. 00:06:10.150 --> 00:06:19.645 That's where these babies come in. The white poster notes are where I go, I've made it useful. I've made it fun. Now how do I make it sell? And I'm deliberately looking for opportunities throughout the content 00:06:20.445 --> 00:06:21.005 to 00:06:21.325 --> 00:06:21.965 seed, 00:06:22.205 --> 00:06:42.580 s e e d, to install a thought or a belief or a new way or to prove that I've got the goods to stretch the gap between where you are and where you want to be so that you're more likely to want what I've got at the end. So the next four points, I'm going to show you exactly how we do that bit. Alright. So we've talked about teaching and selling. The second big piece we need to do is we need to draw a line in the sand. 00:06:42.900 --> 00:06:45.300 Every great piece of content, whether it's an email or a video 00:06:45.975 --> 00:06:47.095 or a workshop, 00:06:47.415 --> 00:07:03.600 is designed to draw a clear line in the sand between the old, bad, dumb, stupid, not good anymore way, to rub that in, and a new, better way. Every short form piece of content, every single thing I do before I create it, I'm like, okay. What's the old way and what's the new way? An old way of doing 00:07:03.840 --> 00:07:08.320 or an old way of thinking and a new way of doing the thinking that's better. In fact, 00:07:08.800 --> 00:07:10.240 I've 00:07:10.240 --> 00:07:13.760 got two pieces here. I'm just gonna hold it up to the camera. This is from 00:07:14.160 --> 00:07:17.945 a mini course that we just shot that will come out soon. 00:07:18.505 --> 00:07:23.145 And you can see it's got four videos, and each one of them has a really clear old way 00:07:23.625 --> 00:07:34.960 and a clear new way. This should be really obvious to you, but I'll say it anyway. Anytime you're talking about an old way and a new way, a two column side by side layout is really, really nice. And make the old one 00:07:35.520 --> 00:07:38.320 on the left because that's the past, and in red 00:07:38.400 --> 00:07:42.560 because everyone knows red's bad, and the new one green on the right. 00:07:43.280 --> 00:07:53.275 I don't if that's useful, but do that. I use this old way, new way framework in a bunch of different ways. Literally, before I write a single email, I'm like, where am I taking people from and where am I taking people to? Why? 00:07:53.435 --> 00:07:58.635 Because that's my job. That's your job. We're leaders. We're taking people out of an old way and into a better future. 00:08:00.030 --> 00:08:01.150 In the workshop, 00:08:01.550 --> 00:08:04.830 the old way, new way was like how I did it in 2024 00:08:04.830 --> 00:08:06.750 and how I did it in 2025 00:08:06.750 --> 00:08:12.110 and beyond. You can see red, green, old. We were spending $60 a month on ads. 00:08:12.655 --> 00:08:18.335 We were relying on traffic and funnels. We had nine people in sales. We did a bunch of chasing, bunch of selling, bunch of, 00:08:18.815 --> 00:08:32.160 you know, pursuing, but we were stalled and the business felt heavy. That's a pretty clear not so good way. The new way, we went from 60 k a month in ad spend to 6 from traffic and funnels to magnetic and bingeable content, from nine in sales to zero, 00:08:32.240 --> 00:08:33.600 from chasing to choosing, 00:08:33.840 --> 00:08:35.440 from selling to buying, 00:08:35.840 --> 00:08:38.480 from scaling, uh, from stall to scaling, 00:08:38.880 --> 00:08:40.960 and from heavy to light, and I got my mojo back. 00:08:41.765 --> 00:08:48.165 You don't have to do all of those bits, but there's just, like, a ton of examples right there about old and new. Let's work on yours. 00:08:48.805 --> 00:08:51.925 So every piece of content is designed around this simple 00:08:54.005 --> 00:08:57.980 shift from the old way to a new way. Even this video we're watching right now. 00:08:58.540 --> 00:09:07.980 Do you remember how it started? It was a few minutes ago, so maybe you don't. Seems like right now, every coach is telling you to post more content, share more stuff, uh, all the time so you can get some sales opportunities. 00:09:08.220 --> 00:09:18.745 Old way. But I was scared of selling, so I created a new way where the content's doing the selling for me. New way. Does that make sense? That's the that's the game here. And so for every piece of content, want you to think about, like, what's the 00:09:20.665 --> 00:09:22.985 what's the old way of thinking or the old way of doing 00:09:23.760 --> 00:09:26.640 that isn't serving people right now? And what's the new, 00:09:27.360 --> 00:09:29.840 better way, your way, of making it happen? 00:09:30.320 --> 00:09:34.640 And so typically, what we've got is we've got, uh, an old and a new way 00:09:34.960 --> 00:09:52.915 for each piece of content. And for a longer piece of content, we can make sub shifts as well. So this is a bit of an advanced hack. You don't have to do this. But if you just started with, like, what's the older ones, the new for everything, you'd probably probably be fine. I used to run a workshop to sell black belt, and it was really about how to get to Amino's here. 00:09:53.520 --> 00:09:55.440 And we talked about the old way of 00:09:56.080 --> 00:09:57.360 attracting, 00:09:57.440 --> 00:09:58.240 converting, 00:09:58.400 --> 00:10:02.240 and delivering. Yeah. The old way of attracting was, like, man manual prospecting. 00:10:03.760 --> 00:10:05.440 And the new way was 00:10:05.840 --> 00:10:08.480 automated marketing systems. This is going back a I'm talking 00:10:09.535 --> 00:10:12.895 2008 here. I'm old. Something like that. 00:10:13.695 --> 00:10:20.815 Uh, the old way of selling was onesie twosie, you know, one on one. And the new way was one to many. And the old way of delivering was time for money, 00:10:22.990 --> 00:10:25.390 and the new way was scalable 00:10:27.070 --> 00:10:28.190 and leveraged. 00:10:28.670 --> 00:10:43.615 And so this worked for a workshop. It worked for a piece of content. If it's longer, I think sub points are really great. If it's a short form piece of content, just go one transition. Here's where it gets magic. We If got a bit of time together in over twenty minutes or thirty minutes or, you know, longer if it's a live experience, 00:10:44.255 --> 00:10:47.055 I can help you get to the point where you go, 00:10:47.455 --> 00:10:51.615 yeah. I don't wanna do manual. I wanna do automated. Right? I'm gonna teach you something a bit ninja 00:10:52.540 --> 00:10:56.540 on the grounds that you'll still respect me in the morning. I think our job is to 00:10:57.420 --> 00:11:02.460 break and install beliefs. I would say something like, as your coach, my job is to help you make three or four great decisions today. 00:11:03.260 --> 00:11:12.235 And so, um, I'd say that at the start. And at the end, uh, in the middle, I go, so, you know, I teach this shift. Like, okay. So as your coach, I said before my job is to help you make three or four great decisions today. 00:11:12.475 --> 00:11:32.830 Let's make the first one right now. Do you want be stuck in, like, slow manual prospecting or set up an automated system that dah dah dah? And they'll be like, I want that one. I'm like, great. Then after teaching the second piece, I'd be like, so we've a choice. Do want to do it the old way or the new way? And third, the old way or the new way? Remember I said my job is to help me make three or four big decisions? What do you think the fourth one might be? Whatever the next step is. So at the end, if I make 00:11:33.310 --> 00:11:36.915 an invitation and I say, Hey, we're doing this thing and it does 00:11:37.395 --> 00:11:40.275 that and then that and then that, 00:11:41.235 --> 00:11:43.235 what do you think? People are going be like, 00:11:45.315 --> 00:11:47.875 Oh my god. This is what I've always wanted. Why? 00:11:50.150 --> 00:11:53.910 Because I've done a good job of teaching you to want those things. 00:11:55.350 --> 00:12:12.525 Promise you to respect me in the morning? You promised. Alright. That was a little bit advanced. Let's get back up to simple end. Every piece of content should have an old way and a new way. And as soon as you know what the core beliefs you wanna install are, what the shifts you want people to make, that's all your marketing needs to do. I got this friend who teaches people how to, uh, 00:12:13.005 --> 00:12:16.605 create a high ticket offer and then use other people's audiences to market them. 00:12:17.460 --> 00:12:31.140 Guess what his marketing strategy is? Install those two beliefs. You should sell expensive stuff, not cheap stuff, and the easiest way to get leads is to borrow somebody else's audience. I don't happen to believe that, but if that's what he's selling, his whole job is to 00:12:32.260 --> 00:12:35.035 like, the old ways are done. The new ways are better. 00:12:35.435 --> 00:12:42.235 You with me? It's kinda like The Hero's Journey. I don't know if you've seen that storytelling framework. It's behind all of the great movies, all the great books of our time. 00:12:42.475 --> 00:12:45.115 There's bunch of stuff, but the core of it is 00:12:46.555 --> 00:12:47.835 there's two worlds. 00:12:48.800 --> 00:12:50.480 There's the ordinary world, 00:12:50.720 --> 00:12:51.840 where Luke 00:12:53.120 --> 00:12:54.480 Skywalker grew up, 00:12:55.600 --> 00:12:58.320 and then there's the extraordinary world, the special world. 00:13:01.255 --> 00:13:02.135 And 00:13:02.135 --> 00:13:08.215 our job is to help people make that transition by saying, hey, this world you're in is not that great. 00:13:10.455 --> 00:13:11.575 Come over here. 00:13:12.055 --> 00:13:18.190 Where is better? Okay. So we understand that we're taking people from old to new, but how do you actually do it? How do you stretch gap so they wanna make the change? 00:13:19.630 --> 00:13:20.590 That's where 00:13:21.070 --> 00:13:27.070 point number three comes in. I'm gonna stretch the gap. Marketing and sales is really the creation of desire based tension. 00:13:27.230 --> 00:13:29.710 It's the gap between where I am and where I wanna be 00:13:30.245 --> 00:13:43.765 that makes me take action. People either hire you because they've got a goal that they want but don't have, or a problem that they have but don't want. That tension is why people buy. So the third key idea is we need to stretch the gap like a rubber band. And just like in sales, 00:13:44.325 --> 00:13:46.005 there is three 00:13:47.040 --> 00:13:50.960 three places we can go. First, we can talk about the results they 00:13:51.280 --> 00:13:52.160 wanna have. 00:13:53.680 --> 00:13:56.160 We can talk about the reality they're currently in, 00:13:57.840 --> 00:14:00.320 or we can talk about the roadblocks, the things which are in the way. 00:14:04.845 --> 00:14:14.525 If we just do this, it'll be okay. That's like stretching a little bit. If we then do the reality piece, that's useful too. But if we have both and then we ask, so that's where you wanna go and this is where you are, 00:14:15.260 --> 00:14:20.540 what are all the things which are holding you back? The stretch gets bigger. So what I wanna do is just give you a couple of tools that I use 00:14:21.100 --> 00:14:31.995 to stretch the gap while I'm teaching stuff and doesn't rely on me having a one on one sales conversation to do it. Let's talk about models. Let's talk about metrics. Let's talk about metaphors. So there's four tools that I use. Models, metrics, metaphors, 00:14:32.235 --> 00:14:33.035 and questions. 00:14:33.755 --> 00:14:34.875 This is gonna be fun. 00:14:35.435 --> 00:14:37.035 K. First up, let's talk models. 00:14:37.915 --> 00:14:45.340 I've been using visual models for a long last time. They're a super powerful tool because in a simple shape, we've got circles, triangles, 00:14:45.660 --> 00:14:54.300 and squares. If you could draw those three things, you can say a lot without having to say a word. There are, 36 of these. Let's just do one that's quick and easy. Okay? Let's do a a triangle. 00:14:55.525 --> 00:14:59.045 Think, uh, imagine that we're doing a session or it's a video about, 00:14:59.285 --> 00:15:00.085 uh, 00:15:00.165 --> 00:15:03.365 getting traffic and lead flow. Okay? Alright. So let's do a triangle. 00:15:03.605 --> 00:15:04.245 Uh, 00:15:04.405 --> 00:15:15.220 pretend where you're watching a YouTube video and it's not about influential content. It's about, uh, lead flow, getting more leads into your business, uh, your traffic. If I drew a little triangle and said, if you if you think about 00:15:15.860 --> 00:15:19.860 your the flow of traffic into your business like water through a a pipe, 00:15:20.260 --> 00:15:23.745 really, your traffic is probably in one of one of four places. 00:15:25.185 --> 00:15:26.625 First up, maybe 00:15:26.945 --> 00:15:28.385 maybe your taps like 00:15:28.705 --> 00:15:29.745 rusted shot 00:15:30.545 --> 00:15:35.105 or the pipes are leaky. Like people come in, they put up their hand, they look a little bit, and then they ghost. 00:15:36.580 --> 00:15:40.900 Breasted leaky. Number two, maybe it's not leaky, but 00:15:41.380 --> 00:15:43.860 the tap is, like, dripping. There's a trickle. 00:15:46.340 --> 00:15:49.620 Enough at least to maybe survive, but not to grow. Maybe there's a flow, 00:15:50.885 --> 00:15:52.165 or there's a flood. 00:15:53.845 --> 00:16:00.565 So your leads are in one of four places right now. Which one is you? And people would say, I'm here. I'm here. I'm here. Cool. 00:16:00.645 --> 00:16:03.365 So it looks like there's four levels, but there's really only two. 00:16:04.005 --> 00:16:06.470 You've either got not enough leads, 00:16:07.750 --> 00:16:09.510 remember what I told you before about red, 00:16:11.510 --> 00:16:12.310 or 00:16:13.590 --> 00:16:14.550 enough leads. 00:16:15.030 --> 00:16:16.550 So you red or green right now? 00:16:17.205 --> 00:16:34.010 Guess what I've just done. In a simple picture, I've helped you go, oh, it's not enough, and I've stretched the gap. I've made, you know, you're feeling okay about it, not okay. And I haven't created a just to be super clear. I haven't created a problem that wasn't there. I haven't done anything. I've just made you aware and presence the fact that this needs work. 00:16:35.130 --> 00:16:39.450 That's the simple triangle. So, uh, when I think models, I'm looking for how can I use a model 00:16:40.250 --> 00:16:50.965 to stretch the gap and get people in the position of, oh, I could use some help? The next tool I use in my content is metrics. It does the exact same job. Its job is to calibrate people and make them go, oh, this could be better. So let's talk 00:16:53.765 --> 00:16:56.805 metrics. This is kind of funny coming from me because I'm not a maths guy. 00:16:57.125 --> 00:17:04.140 I like simple simple metrics which help me go, is it good enough or is it not good enough? I'll give you I'll give you three. First up, 00:17:05.500 --> 00:17:07.420 teach topic and then give people 00:17:07.740 --> 00:17:09.740 a chance to traffic light score themselves. 00:17:10.620 --> 00:17:11.340 Green, 00:17:11.740 --> 00:17:14.780 this is going great. Don't change a thing. Red, 00:17:16.045 --> 00:17:26.045 I'm bleeding. I need to fix this. Or yellow. It's okay. Could be better. I mean, if I said, hey. Uh, if you think about your ability to stretch the gap with models right now, are you green, yellow, or red? 00:17:26.605 --> 00:17:27.725 You'd answer that and you'd go, 00:17:29.510 --> 00:17:35.990 oh, this tacky guy might be helpful. I'm just saying. Is that cool? Metrics. The next one's super easy. Uh, it's just a 00:17:37.910 --> 00:17:43.045 scale from one to 10. You've done it a million times. You get that. Get people to score. The problem that I don't love about one 00:17:44.085 --> 00:17:57.420 to 10 is people can pretty easily say, oh, it's a five, and they don't have to change anything. It's a bit like the yellow. Like, the yellow's So what I love to do, I've got this guy on my team called Mike. He taught me this years ago. So I'm gonna name this after him. This is Mike's 00:17:58.300 --> 00:18:01.260 you should totally use this. Mike's four 00:18:01.340 --> 00:18:02.140 point 00:18:03.020 --> 00:18:04.220 scale. 00:18:06.460 --> 00:18:09.740 So you imagine you've got spectrum just like we did with the one to 10, 00:18:11.835 --> 00:18:13.115 but it's got like four 00:18:15.195 --> 00:18:24.315 options. You could number them. One, two, three, four. You could color them. Red, orange, yellow, green. Here's what I love about giving people like, I wanna just go from one to four. How is it? 00:18:24.960 --> 00:18:27.600 There's no sitting on the fence. It's either 00:18:28.560 --> 00:18:29.760 not good enough 00:18:31.440 --> 00:18:32.800 or it's good enough. 00:18:34.480 --> 00:18:35.200 This 00:18:35.440 --> 00:18:36.800 picture here 00:18:37.695 --> 00:18:46.175 is that picture there. It's a four point scale. Do you get it? These are some super easy ways to seed in your content, whether it's written or it's video or it's a live experience, 00:18:46.255 --> 00:18:52.335 where we get people to go, oh, crap. I could use some help. Alright. You can also stretch the gap and seed in your content with metaphors. 00:18:57.530 --> 00:19:00.170 Took about this a long time, but we're gonna do this very fast. 00:19:00.410 --> 00:19:04.810 Uh, in the sold out workshop, we were talking about how most people are too easy, too affordable, 00:19:05.265 --> 00:19:07.585 trying to take everybody. And the metaphor was really simple. 00:19:07.825 --> 00:19:14.945 The problem you've got right now is you're marketing like seven Eleven. You're open early in the morning till late at night, you'll take anyone who walks in, whether they're drunk or 00:19:15.185 --> 00:19:18.705 qualified or not, and you're selling average stuff at okay prices. 00:19:19.510 --> 00:19:32.470 And that's a bit of a gut punch. And then later on, that's the old way, the new way was, uh, we talked about this epic Japanese restaurant that Mike, Four Points Gale Mike, had to book six weeks in advance. He only had six seats in his restaurant. 00:19:32.710 --> 00:19:33.270 You get there, 00:19:34.595 --> 00:19:36.115 and he would open the door 00:19:37.075 --> 00:19:42.995 when your whole party was there and not a moment before because he only wanted to open the door once. He'd come in, you'd sit down, 00:19:43.795 --> 00:19:49.875 you ate whatever he cooked. It was hand cooked just for you. There was no menu. Was just like, today, I'm making this. You enjoy it. 00:19:50.540 --> 00:19:52.460 And at the end, you'd leave, 00:19:52.940 --> 00:19:54.540 and the next route was ready to come in in the whole 00:19:55.260 --> 00:20:00.300 seven Eleven versus, like, in demand Japanese chef. That's a pretty clear metaphor. Is this making any sense to you? 00:20:00.700 --> 00:20:01.740 I've been doing this a long time. 00:20:02.515 --> 00:20:03.635 Let me ask you this. 00:20:04.035 --> 00:20:12.275 If you could teach and sell in this sort of a way, what kind of impact do you reckon it would make? Like, what would get better first? Second question, how 00:20:12.915 --> 00:20:15.555 how many sales do reckon you've missed out on because you haven't been doing this? 00:20:18.000 --> 00:20:25.440 And then what do you think is in the way or making it up, like, stopping you from doing this right now? What skills would you need to develop or learn? 00:20:26.640 --> 00:20:30.000 They're just three script questions. Remember before we talked about results, 00:20:32.815 --> 00:20:34.095 current reality, 00:20:36.175 --> 00:20:37.535 and roadblocks? 00:20:41.215 --> 00:20:42.735 That's what we just did together. 00:20:43.535 --> 00:20:50.980 I asked you one of those, one of those, and then one of those. Now obviously, live, you can do that. You don't you don't have to back to back them like I just did. 00:20:51.700 --> 00:20:56.580 But you could load those into every presentation you do from now on, whether it's to camera or to an audience, 00:20:56.900 --> 00:20:57.700 and just let people 00:20:59.035 --> 00:21:04.235 come to their their own realization about, oh, it could be kinda great if I work with that guy. 00:21:04.555 --> 00:21:05.595 That's what I'm saying. 00:21:05.915 --> 00:21:08.235 Alright. That's number three. Stretch the gap. 00:21:09.995 --> 00:21:19.520 Next up comes product placement. I'll show you what I mean. There was a great copywriter whose writing I loved and studied obsessively for years. His name is John Carlton. John, if you ever see this, thank you for everything. 00:21:20.560 --> 00:21:24.560 I heard him once say something like, you can't expect a prospect to take an action 00:21:25.325 --> 00:21:29.645 that they haven't first imagined themselves taking in their mind. So our job is to teach people what to want. 00:21:29.885 --> 00:21:31.165 We can't just teach it 00:21:31.565 --> 00:21:34.845 and expect it to be enough. We can also show it 00:21:35.725 --> 00:21:47.640 and let them play with it a little bit. So let me give you an example. A Hollywood movie is a big business, but one of the things that's going on in every movie is product placement. Companies are paying money to have their product featured in 00:21:48.200 --> 00:22:08.980 in the movie, whether it's Apple laptops or James Bond wearing a certain watch or this brand of car is everywhere. Have you ever watched a and, like, why is everyone drawing a why is everyone driving a Toyota? It's because Toyota paid money to be in that movie. Why are they paying these big bucks? Well, they're paying them big bucks because they go, hey. If people see our product, anything that they're loving, they're more likely to want to go buy one for themselves. 00:22:10.100 --> 00:22:18.035 I don't know that I've ever, like, wanted to buy something because James Bond wore the watch, but people sure as hell will wanna buy your stuff when you show it in your content. So here's what I want you to think about. 00:22:18.675 --> 00:22:23.875 First question, what's the action you want people to take at the end of your piece of content? 00:22:24.595 --> 00:22:25.635 And then secondly, 00:22:26.035 --> 00:22:30.595 what can I show them during the content that makes them more likely to want that thing? I'll give you an example. 00:22:31.820 --> 00:22:33.900 You probably want people to either, 00:22:34.060 --> 00:22:37.260 at some stage, book a call with you or, in my case, 00:22:38.140 --> 00:22:41.500 read the Black Belt offer doc which explains how the program works. 00:22:41.980 --> 00:22:46.220 So I'm running a workshop a week ago, and I want people to 00:22:46.695 --> 00:22:47.975 wanna read the doc, 00:22:48.535 --> 00:23:04.190 get curious, read to the bottom, decide if it's for them or not. There's zero pressure. Like, the it's like a light switch. If it's a fit, of course, will. If it's not a fit, of course, they won't. I'm totally good with that. So as I'm building the workshop, I'm looking for an opportunity. Where can I show the offer doc in a way that adds value to the content? K. I'm never just gonna go, 00:23:04.670 --> 00:23:06.910 um, content, content, content, useful. 00:23:07.950 --> 00:23:11.550 We'll be back right after these messages. Hey. Wanna buy some soap? Like, that's just weird. 00:23:11.870 --> 00:23:36.500 If it's a natural tie in, of course, we'll use it. So my workshop, I was teaching a concept called offer wrapping. It's the at its most simple, it's like you've got one product that you sell, but we can wrap it with different wrapping paper every single month so that it feels fresh and new and there's a reason to buy it right now. And so I explained to people like, okay. I get it. You've got one product and you've got many offers. Cool. And somebody said, well, can you give me an example? I'm like, of course. Like, I'm not just gonna leave you with the idea. I wanna show you an example. And so, 00:23:37.380 --> 00:23:40.100 uh, we talked about what makes a great offer great, 00:23:40.420 --> 00:23:43.060 and then I showed people how to use that to wrap their offer. 00:23:43.665 --> 00:23:50.305 In Black Belt, we have an offer doc, like a simple two page Word doc thing, which explains how the program works. And this bit down here, 00:23:51.745 --> 00:23:56.305 uh, this bit down here never changes. This is like this is Black Belt, the product. 00:23:56.545 --> 00:24:01.800 But this bit on the top, the top four or five paragraphs, that's the wrapping paper, and it changes each month. 00:24:04.120 --> 00:24:07.960 People said, can I see it? Of course. So I just showed them the offer doc 00:24:08.440 --> 00:24:12.120 in the book so they could study it for themselves. So this is the wrapping 00:24:13.485 --> 00:24:16.925 for February. And people read it like that. Okay. That's cool. Now they know 00:24:17.325 --> 00:24:20.765 what I'm offering. I haven't sold it. I've just showed it. 00:24:22.845 --> 00:24:37.980 By the way, would you like to see the whole doc? And they're like, please. Okay. Comment the this is not for you on YouTube. Comment the letter b b. I was live on a workshop. Comment the letter b b if you wanna see the whole thing. People comment b b. Boom. Guess what? They read it, and some people are like, this is amazing. I want that, and they bought it. Well, they applied anyway. Does that make sense? 00:24:38.620 --> 00:24:48.395 They paid a deposit. They applied, and some of them, we accept it, the workshop's sold out. So the question you wanna start with is, like, what's the thing I want people to do at the end, and then what can I show in the content 00:24:48.875 --> 00:24:52.875 to get people to want it? If you're doing an offer doc, that's a great example. 00:24:53.755 --> 00:25:04.490 If you want people to book a sales call with you, You need to you need to, like, see the idea of sales calls so it's not new information when they hear about it at the end. But if we want to do sales calls, one of the best ways I can to do that is to tell a client's story. 00:25:04.890 --> 00:25:10.905 And so while I introduced the the client, I was like, you know, I had this client called blah blah blah, and I'll show their face up on screen. 00:25:11.705 --> 00:25:20.425 When they came to me, these were the challenges. Problem, problem, problem. Same kind of problems that the people in the audience maybe have. They've thought about joining Sim Black Belt, but they almost didn't join because insert objection here. 00:25:21.610 --> 00:25:23.850 But we got on a scale session. 00:25:24.090 --> 00:25:32.250 Right? A simple fifteen minute conversation that we do with new people to find out if we can even help and start to make a plan. What have I just done? Oh, there's a scale session. That's the thing I'm seeding. 00:25:33.370 --> 00:25:39.725 On that plan, we figured out that the core problem was this, and what she needed to do was one and then two and nothing else. 00:25:40.285 --> 00:25:41.885 She implemented those strategies, 00:25:41.965 --> 00:25:43.485 and these are the results afterwards. 00:25:43.725 --> 00:25:46.365 And it all started on a fifteen minute scale session. 00:25:46.685 --> 00:25:47.965 Back into the content. 00:25:48.365 --> 00:25:49.245 What have I just done? 00:25:51.190 --> 00:25:53.590 Proved the stuff worked, objection overcome, 00:25:53.910 --> 00:25:58.230 told case study story, and seeded the hell out of book my call. 00:25:58.790 --> 00:26:13.135 Is that useful? So I said at the start of this session that you can't expect a person to take an action they haven't first imagined taking in their mind. John was a master at sales letters. This is, like, vaguely relevant. I'm gonna share it because I think it's cool. So his was, like, written sales letters that were direct mailed to people. 00:26:13.775 --> 00:26:21.880 And the call to action was, like, call this toll free hotline to order the product, whatever it was. It It was usually some kind of DVD instructional trainee thing. And it said, 00:26:22.360 --> 00:26:29.880 so here's what to do right now. Pick up the phone and dial 555, you know, phone number. It'll ring twice and be answered on the third call on the third ring 00:26:30.385 --> 00:26:34.625 by a mild mannered middle aged lady called Marjorie in a green sweater. 00:26:35.345 --> 00:26:37.185 Like, the green sweater is not relevant. 00:26:37.425 --> 00:26:52.860 But the moment he said green sweater, you can imagine ringing and a mild mannered middle aged lady called Marjorie in a green sweater with a pleasant voice taking my call. I'm like, I've imagined it, so now I can I've imagined myself doing the thing, so now it's more likely that I'll do the thing. I'm just saying. 00:26:53.260 --> 00:27:01.405 Thank you, John. You're the goat. Whether you're selling a call or a doc or just showing how useful your program is, taking opportunities to show people inside your program, 00:27:01.645 --> 00:27:03.325 inside your content is amazing. 00:27:04.765 --> 00:27:16.750 There are so many ways to do it, our whole job is just to see that the stuff exists. If it's publicly content like this, it doesn't need to be quite as overt as, like, the sales call thing. It might be there's this tool that we use in Black Belt that does this cool thing. 00:27:17.390 --> 00:27:23.550 And so in our workshop, it's like we're gonna sell out in one week a month, in the other three weeks, one of the things you can do 00:27:24.845 --> 00:27:26.685 is tune the machine. 00:27:27.245 --> 00:27:29.805 Yep? Build your automations. Set up your VSL. 00:27:29.965 --> 00:27:34.365 Build your micromagnets. You don't need to understand the concept. Just understand that that was important. 00:27:35.405 --> 00:27:48.370 And so in the three weeks, well, how do you actually do it? Like, what are you working on? And I just showed the tools that our clients use inside Blackbaud when they're in their three weeks tuning the machine. And I explained what they all are, and I got people to choose. I would work on that one first and that one next. 00:27:48.930 --> 00:27:50.050 What have they just done? 00:27:50.450 --> 00:28:11.770 They've imagined themselves taking an action that later on I can invite them to go do. I think we've done a pretty good job at product placement. Let's talk about how to get people to actually take the action at the very end. It's an afterthought, it's easy, and it's important. So let's do it now. So I've told you those five big ideas. Teaching and selling, lines in the sand, stretching the gap, product placement, and all of that might might have felt like a lot. Honestly, if you do this last piece, 00:28:13.050 --> 00:28:15.130 everything else is easier. This is 00:28:15.930 --> 00:28:16.650 bonus. 00:28:17.290 --> 00:28:18.890 Next level ninja shit. 00:28:19.690 --> 00:28:22.570 But even if you didn't do those and you just 00:28:23.585 --> 00:28:24.785 did this last one, 00:28:25.345 --> 00:28:27.425 I think you're gonna do great. The biggest secret 00:28:27.585 --> 00:28:29.185 to making your content 00:28:29.425 --> 00:28:31.425 sell so you don't have to 00:28:32.545 --> 00:28:35.265 is to reframe how you think about selling altogether. 00:28:35.345 --> 00:28:37.425 So we're gonna talk about funnels, 00:28:37.585 --> 00:28:38.865 like CTAs. 00:28:38.865 --> 00:28:50.710 We're we talk about selling. Here's how I think about selling. I think about selling like inviting. So if you've ever felt uncomfortable about sales, just think about, like, an invitation. Like, if we were mates and you were in my town here in Noosa, and I sent you a message going, hey. Wanna go to dinner tonight? 00:28:51.110 --> 00:28:52.950 I've got a few people coming out. I think it'll be fun. 00:28:54.815 --> 00:28:57.935 That's the level of emotion that I've got to selling. 00:28:58.415 --> 00:29:06.095 If you say, I'd love to. Cool. Here's the address. If you say, no. Thanks. Can't make it. I'm like, cool. Have a great night. It's like that. 00:29:07.390 --> 00:29:08.350 Don't sell. 00:29:08.590 --> 00:29:13.950 Invite. So now you know what your come from is and then how to deliver it, like a casual invitation. 00:29:14.590 --> 00:29:25.865 I don't know if you've ever looked at my emails. At the bottom of every email, almost every email, there's this thing called the super signature. It just says, hey, whenever you're ready, here's three ways I can help you grow your coaching business. One, two, three. There are invitations. You can take them or leave them. It's fine. 00:29:26.745 --> 00:29:31.785 Let's talk about next steps. I got an amazing client. I love him to bits. 00:29:32.985 --> 00:29:36.105 He's a great coach. His content's good. His clients love him. 00:29:37.090 --> 00:29:41.010 And he's been working really hard on his content for the last couple of years. It's going good. 00:29:41.250 --> 00:29:45.250 Especially YouTube is killing. Uh, but a few months ago, he's like, 00:29:45.650 --> 00:29:52.695 I know what's going on. My content's good. I know it's good. People say it's good. The comments are amazing. People love it. 00:29:53.095 --> 00:30:01.975 My views are up, but I'm not getting any more leads, and I'm not getting any clients from it. Can you have a look? I'm like, of course. So I opened up his YouTube, and his other channels was the same situation. 00:30:02.055 --> 00:30:03.095 He had 00:30:04.910 --> 00:30:06.350 two things going for him. 00:30:08.350 --> 00:30:09.870 He had great content, 00:30:12.510 --> 00:30:13.470 and he had a great program. 00:30:17.785 --> 00:30:19.065 But he didn't have 00:30:19.385 --> 00:30:20.745 the stepping stones 00:30:21.065 --> 00:30:38.670 in between them. There was no bridge. And so when people show me their funnel or ask me about how to build one, the core idea is that a funnel is just a series of easy yeses. It's stepping stones. I like stepping stones as a metaphor because the steps are small and they're easy yeses. So whether you do all of the fancy seating stuff, teaching and selling, I hope you try it. It'd be fun. 00:30:39.070 --> 00:30:39.870 Or not. 00:30:40.670 --> 00:30:41.310 Having 00:30:42.110 --> 00:30:43.390 an easy yes 00:30:43.825 --> 00:30:50.065 funnel is gonna make all the difference for you. So what should the CTA be? Well, it really comes down to audience. 00:30:50.305 --> 00:30:52.465 Uh, here in Australia, we get these bushfires, 00:30:53.425 --> 00:30:55.665 and there's these bushfire danger signs 00:30:56.140 --> 00:30:57.500 that you see in summer. 00:30:58.060 --> 00:31:03.100 And they're either, like, high fire danger. You're like, don't don't even think about lighting a match. 00:31:03.580 --> 00:31:04.620 Or they're, 00:31:04.860 --> 00:31:05.500 you know, 00:31:06.780 --> 00:31:07.260 medium. 00:31:08.635 --> 00:31:11.595 Or is like low fire danger things are safe right now. 00:31:12.955 --> 00:31:15.435 Yeah? Those fire danger signs 00:31:15.435 --> 00:31:19.835 are the same as the prospects who are looking at your content. You've got people who are cold 00:31:20.635 --> 00:31:23.195 cold, sceptical leads. They're on the outside. 00:31:24.020 --> 00:31:27.540 They don't know you. They're just checking you out. Then we've got 00:31:28.420 --> 00:31:29.060 warm, 00:31:29.540 --> 00:31:31.700 curious prospects. And then here, we've got hot, 00:31:32.260 --> 00:31:33.700 primed buyers. 00:31:33.700 --> 00:31:36.180 It doesn't make any sense to make the same offer to all of these guys. 00:31:36.660 --> 00:31:39.575 They need different things. What does the cold, skeptical 00:31:39.975 --> 00:31:49.735 lead want? Well, they probably want an easy way to get a little bit more info from you. Find out more. Lead magnet. Micro magnet. More content. Get them to binge your stuff. 00:31:50.455 --> 00:31:53.095 What do the warm, curious people want? Well, they probably wanna go deeper. 00:31:53.950 --> 00:31:55.950 If this magnet is 00:31:57.950 --> 00:32:02.030 trying to draw little things with a fat pen. That's tricky. Um, let's call that the first step. 00:32:02.430 --> 00:32:09.355 These guys wanna go deeper with you. And so the invitation is just like, you wanna explore this more, if you wanna go deeper, I think you'd love this. So it's either, 00:32:09.995 --> 00:32:11.435 watch this piece of content 00:32:11.675 --> 00:32:14.395 or come to a workshop or 00:32:14.715 --> 00:32:19.515 watch my video, which explains how the program works. So in our world, like, workshops are amazing for that. 00:32:21.995 --> 00:32:22.955 And we've got a video. 00:32:24.270 --> 00:32:26.030 Ours is called the million dollar plan, 00:32:27.710 --> 00:32:28.910 which just explains 00:32:29.150 --> 00:32:31.550 here's what it looks like to work with us. 00:32:32.350 --> 00:32:40.445 And the hot prospects, what do they want? Well, they probably want to jump on a call, if that's how you sell, or they'd just like to read your offer doc, if that's how you sell. 00:32:41.805 --> 00:32:44.445 And so if you think about this as a series of easy yeses, 00:32:44.605 --> 00:32:45.725 that's what we've got. 00:32:46.285 --> 00:32:47.085 We've got 00:32:47.485 --> 00:32:50.205 lead magnet or micro magnet. There's a video on that. We've got workshop. 00:32:51.180 --> 00:32:57.660 Maybe we've got a video, an explainer. Some people call it a VSL. We call it a microwave because it takes people from, like, warm to hot nice and quickly. 00:32:57.900 --> 00:32:59.740 Or you've got call 00:32:59.740 --> 00:33:06.380 or, in our case, doc. And that's a series of easy yeses. You don't need all the steps, but we do need something for cold people, something for warm people, something for hot people. 00:33:07.125 --> 00:33:08.085 And remember, 00:33:08.725 --> 00:33:10.165 when we do the invitation, 00:33:11.205 --> 00:33:21.845 it's just an invitation. So remember right at the start of this video, told you about my client who put up her hand and said, hey. Is there any chance I could watch the recording of your workshop so I could see the pitch at the end? Was like, oh, if you watch the pitch, you're gonna be really freaking disappointed. Why? 00:33:22.460 --> 00:33:23.900 Because it was just an 00:33:24.460 --> 00:33:27.260 easy yes, next step for the people who 00:33:27.660 --> 00:33:29.660 had seen enough and wanted more. 00:33:30.460 --> 00:33:32.060 But I said if you watch 00:33:32.620 --> 00:33:36.380 what happened in the content before the casual invitation at the end 00:33:37.355 --> 00:33:49.195 and you knew what to look for, you would have your mind relatively blown. And when I looked back at my slides and the workbook, there were 21 things that I did, intentionally simple things, all designed to make my content more useful, more fun, and sell better. 00:33:50.000 --> 00:33:51.760 Today, I've given you five of them. 00:33:52.160 --> 00:33:53.680 Teach and sell the biggie. 00:33:53.920 --> 00:33:57.200 We're not teaching then selling. Every piece of content is useful 00:33:57.360 --> 00:33:59.440 and influential at the same time. 00:33:59.840 --> 00:34:06.080 Number two, we're gonna draw a line in the sand, an old way versus a new way. And you've a choice right now. You could keep doing content and hoping it sells, or you could 00:34:07.175 --> 00:34:08.375 build the new cool way. 00:34:08.935 --> 00:34:11.335 Stretching the gap, making sure people are clear about, 00:34:11.815 --> 00:34:15.095 uh, how screwed they are right now, what's possible for them, and what's holding them back. 00:34:15.415 --> 00:34:20.050 Product placement. If you want people to take an action, install it in the content. And last, 00:34:20.530 --> 00:34:21.410 an easy 00:34:21.810 --> 00:34:22.770 next yes. 00:34:24.050 --> 00:34:28.770 So what's the next easy yes here for you watching this video? Well, I guess it depends 00:34:30.130 --> 00:34:31.490 how cold, warm, or hot you are. 00:34:32.955 --> 00:34:34.315 If you just found me, 00:34:34.555 --> 00:34:38.395 dude, play around in the channel. Binge. Find some stuff. You're gonna love it. 00:34:39.195 --> 00:34:40.155 Go hard. 00:34:40.875 --> 00:34:43.755 Absorb all of my free stuff. I give the source away. 00:34:44.155 --> 00:34:53.380 If you're a little bit warmer, well, if we've got a workshop coming up, you'll probably hear about it if you're on my email list. If you wanna check out the video which explains how we grow coaching business like this, well, there's a way to do that too. 00:34:53.940 --> 00:34:56.980 In the description below, there'll be a link to the Mean Dollar plan. Click it, 00:34:57.300 --> 00:35:01.655 and you'll learn our exact system for getting coaches to from 6 figures to 7 figures really quickly. 00:35:02.295 --> 00:35:03.335 And if you're hot 00:35:03.735 --> 00:35:14.535 and you wanna book a call sorry. Disappoint you, dude. We don't do calls. Before read the doc and find out how Black Belt works and what we're doing this month, in that million dollar plan video, at the end, I'll give you a secret code word to message me on Instagram. 00:35:15.360 --> 00:35:22.080 Find that, send me the secret code word, and that'll be our sign that we had this conversation, and I'll show you what we're up to. This has been really fun. 00:35:22.480 --> 00:35:23.840 This is the one 00:35:24.400 --> 00:35:35.007 microskill that's had the biggest meta payoff for me, and I hope you take it. I hope you run with it. Because if you do, creating content is gonna be way more fun, and getting clients is gonna be a whole lot easier. Thanks for watching. It's been really fun.