The Best Of My Note
Taking Nerd’s Blog Volume One
870 BIG pages of practical, nitty-gritty tips, tricks, and tactics including 167 proven
business building secrets Learned From the Guru’s that will Help you Achive your Life
and Business Goals, Dreams, and Desires!
Dexter Abraham and Nerd #2
Published by FastPencil, Inc.
Copyright © 2010 Dexter Abraham
Published by FastPencil, Inc.
3131 Bascom Ave.
Suite 150
Campbell CA 95008 USA
(408) 540-7571
(408) 540-7572 (Fax)
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http://www.fastpencil.com
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The Publisher makes no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or
fitness for a particular purpose. Neither the publisher nor author shall be liable for any loss of profit or any commercial damages.
First Edition
Dedicated to Nerd Nation.
Our Blog Followers.
Thank you for helping us create something Special!
❧
Contents
CHAPTER 1: Productivity Tools: The Kitchen Sink, The Kids, The Wife, and Oh…Just Take the Whole Damn
House…
1
CHAPTER 2: Productivity Tools Part Two: The Kitchen Sink, The Kids, The Wife, and Oh…Just Take the Whole
Damn House…
3
3: Productivity Tools Part Three: The Kitchen Sink, The Kids, The Wife, and Oh…Just Take the Whole
Damn House…
6
CHAPTER 4: Productivity Tools Part Four - Take Out The Trash - The Kitchen Sink, The Kids, The Wife, and
Oh…Just Take the Whole Damn House…
9
CHAPTER
CHAPTER
5: Sunday a Day of Rest! Uh Uh I Don’t Think So….
11
CHAPTER
6: What Do Doyle Brunson and This Young Poker Player Have in Common? The Slight Edge!
14
CHAPTER
7: I Got Caught With My Pants Down and Nobody Would Help Me Pull Them Up!
16
CHAPTER
8: Introducing My Number One… Note Taking Nerd2
19
CHAPTER
9: Dan Kennedy’s Wealth Attraction Part 1
22
CHAPTER
10: The $20 Insurance Plan Seinfeld Says Is Responsible For His Becoming A Millionaire.
24
CHAPTER
11: “I’ve Never Had An Original Idea In My Life” - Dan Kennedy
27
CHAPTER
12: Do You Want To Live Life On Your Terms?
31
13: Are You Sabotaging Everything You Write By Not Doing What Ted Nicholas And Other Super Star
Writers Do Before They Even Touch The Keyboard?
32
CHAPTER 14: If You Haven’t Mastered This Professional Stand Up Comedian Skill Yet… You’re Making It Harder
Than It Should Be for People To Give You Money.
38
CHAPTER
CHAPTER
15: The Law That Makes “The Law of Attraction” Work
41
CHAPTER
16: Are You Unconsciously Repelling People?
44
CHAPTER
17: Part 1 - Are You Unconsciously Repelling People? - 4 Steps of Cultivating A Magnetic First Impression 46
CHAPTER
18: Part 2 – Are You Unconsciously Repelling People? 5 Steps To Cultivating A Magnetic First Impression 49
CHAPTER
19: Three Steps To a New You!
CHAPTER
20: Part 3 – Are You Unconsciously Repelling People? 5 Steps To Cultivating A Magnetic First Impression 54
52
vi
C onten ts
CHAPTER
21: Part 4 - Are You Unconsciously Repelling People? 5 Steps To Cultivating A Magnetic First Impression 57
CHAPTER
22: Part 5 - Are You Unconsciously Repelling People? 5 Steps To Cultivating A Magnetic First Impression 60
CHAPTER
23: Three Time Frames That Will Transform You For Better or Worse!
64
CHAPTER
24: The 66 Questions That Will Catapult Your Business To New Heights
66
CHAPTER
25: Do You Use The Blunt Force Trauma Of A Jackhammer To Sell?
69
CHAPTER
26: The Secret To Taking Your Business From Where You Are To Where You Want To BE!
73
27: The Exact Wrong Way To Write An Email That Sells And How Rush Limbaugh Can Teach You The
Right Way To Do It
CHAPTER
75
CHAPTER
28: You Don’t Get This Right You’re Screwed!
78
CHAPTER
29: Are You A Wussy When It Comes To Asking For The Sale?
83
CHAPTER
30: Can You Craft A Solid Sales Letter Without A Swipe File?
84
CHAPTER
31: The Best Way I’ve Found To Spike My Energy When I Write
87
CHAPTER
32: Do Your Paragraphs Have Race Car Momentum Or Are They Clunkers?
89
33: The One Skill You Must Learn To Succeed In This Recession Or You Can Just Get Your Place IN
Line At The Soup Kitchen Today!
CHAPTER
92
CHAPTER
34: “The Top Ten Mistakes You Are Probably Making In Business And What To Do About It…Part One” 95
CHAPTER
35: Part Two - “The Top Ten Mistakes You Are Probably Making In Business And What To Do About
CHAPTER
36: Have You Ever Missed Something And Wished You Hadn’t?
102
CHAPTER
37: How Long Does It Take The World Class To Become World Class?
104
CHAPTER
38: 5 Small Things You Can Do To Improve The Quality Of Your Life Today
109
CHAPTER
39: Are You Merely Interested Or Are You Committed?
112
It…”
CHAPTER 40: The Fun, Quick and Easy Way To Get An Unfair Advantage In Your Ability To Persuade In Pixel
Or Print?
99
117
CHAPTER
41: Ten Strategies From Frank Kerns Mass Control Program
120
CHAPTER
42: Marketing Wisdom Discovered In Naughty Story
123
CHAPTER
43: Marketing Wisdom Discovered In Naughty Story Part 1 1/2
126
CHAPTER
44: Marketing Wisdom Discovered In Naughty Story Part 2
129
CHAPTER
45: Marketing Wisdom Discovered In Naughty Story - Finale Part 3
133
CHAPTER
46: Super Bad Ass Stuff You Can Use To Make Your Life Dreamier
137
CHAPTER
47: Long Haired Mexican Pot Head Shocks This Marketer With His Common Sense Sales Persuasion
CHAPTER
48: Is The Story Behind What You Sell Potent Enough To Convince Your Customers To Risk Death To
CHAPTER
49: Are You Coming Across as Too Much of a Smarty Pants To Your Prospects And Customers?
Tactics
Get It?
140
145
154
T h e Be s t O f M y N o t e T a k i n g N e r d ’ s B l o g - V o l u m e O n e
CHAPTER
50: Predictions For 2009 Part One
CHAPTER 51: If I Could Hear The Questions You Ask Yourself Would I Think I Was In The Presence of a Leader
Or a Victim?
vi i
160
161
CHAPTER
52: “Kids Always Take The Chocolate or Cheese Coated Option. Do You?”
170
CHAPTER
53: Do You Have Rickets of the Brain?
174
CHAPTER
54: Are You Limiting What Is Possible For You?
176
CHAPTER
55: 10 Million Dollar Secrets of Renegade Millionaires From Dan Kennedy
179
CHAPTER
56: Baby Severely Burns His Hand On Stove … Yet Tries To Touch The Stove Again!!
183
CHAPTER
57: Sometimes The Best Gifts Come In Small Packages
185
CHAPTER
58: 5 Strategies to Help You With a Mass Control Launch
186
CHAPTER
59: The Real Story: Boobs Sell?
187
CHAPTER
60: Are You Using This Magic Formula To Explode Your Profits and Achieve Your Dreams?
191
CHAPTER
61: To Hell With The Gurus: How GoDaddy Broke The Rules And Got Away With It
195
CHAPTER
62: 7 Key Questions You Must Know About Your Business
200
CHAPTER
63: Your Most Deadly Enemy Revealed
202
CHAPTER
64: Do You Deserve The Respect of Your Customers and Prospects? Maybe Not. Find Out Now.
212
CHAPTER
65: 5 Principles Of Marketing Strategy You Must Know
223
66: Part 1: Two Words That Allow You To Get Anyone To Do Anything You Want. Gun and Mask Not
Required…
CHAPTER
CHAPTER
67: Are You Spending All Your Time Stringing Your Instrument All The While A Masterpiece Resides
CHAPTER
68: What You Can Learn From a Poor Little Nerd Boy From Po Dunk Gooding, Idaho? A Lot…
In You?
225
233
234
CHAPTER 69: Part 2: Two Words That Allow You To Get Anyone To Do Anything You Want… Gun and Mask
Not Required
241
70: A Couple of Lessons Learned From An Aging Bad Ass Italian Mobster and Young Punk Boxer
About Pre-Framing
252
CHAPTER
CHAPTER
71: Are You In Control Of Your Demons?
258
CHAPTER
72: The Nerd Beginners Kick Ass Guide To Becoming Like Oprah On Twitter Part 1
263
CHAPTER
73: “Why Can’t You Just Be Normal?”
265
CHAPTER
74: The Death Of Brands and The MBA….THE RISE OF MAFIA WARS..
273
CHAPTER
75: Hey, Oprah’s on the phone asking if you want to be on the show. Whaddya want do you want me to
CHAPTER
76: How To Stack Trust & Desire Into Every Claim You Make About What You Sell
tell her?
CHAPTER 77: Could It Be Possible That the Smoothest Way Known To Man To Get A Woman Open To The Idea
of a Threesome Would Be The Same Technique You Could Use To Get Maximum Money From Your Ideal
Customers?
276
282
294
viii
C ontents
CHAPTER
78: How To Succeed In Business Without Getting Your Ass Kicked!!
305
CHAPTER
79: Creativity Is Waaaaay Overated
311
CHAPTER
80: The Secret The Guru’s May Shoot Me For Sharing With You!
317
CHAPTER
81: The Truth About The Software Running Every One Of Your Ideal Customers Thinking
322
CHAPTER
82: Manifesto To Myself!
334
CHAPTER
83: How You Can Make Moola With Webinars… Even If You’ve Never Done One Before
346
CHAPTER
84: The 7 Reasons Why Webinars Melt Your Prospects Resistance
353
CHAPTER
85: One Sure Fire Way To Lose Sales In a Tough Economy
359
CHAPTER
86: A Rant From The Chief Nerd About Today’s Kids And A Promise To My Little Girl…
370
CHAPTER
87: “Why Is It That Reasons Come First, Answers Come Second?”
375
CHAPTER
88: Sex, Drugs, …..Salesmanship and a little Psychology
381
CHAPTER
89: Get Real Deep…
385
CHAPTER
90: Your’s Free: $500,000.00 Clayton Makepeace Checklist
387
CHAPTER
91: A Kick Ass Article By Dan Kennedy
397
CHAPTER
92: Dan Kennedy’s Most Valuable Piece of Advice
400
CHAPTER
93: 5 Strategies To Help Get You Off Your Ass and Start Moving
406
CHAPTER
94: Online Video is the craze… Go To Mike Koenigs For Advice On How To Do It Right
409
CHAPTER
95: Clayton Makepeace’s 14 Crucial Elements of Outstanding Subject Lines
411
CHAPTER
96: Be Known as a Good Starter and an Outstanding Finisher
415
CHAPTER
97: “What a Stripper Taught Dan Kennedy When He Was 16 Years Old”
417
CHAPTER
98: Notes From Eben Pagan Modern Marketing Mastery
421
CHAPTER 99: Ryan Deiss And Perry Belcher’s 43 Proven, Brain-Dead-Simple Tweaks You Can Make To Your Site,
So You Can Make More Money
430
CHAPTER
100: Do You Take A Fearless Approach To Life?
441
CHAPTER
101: Love Stinks
449
CHAPTER
102: Notes From Yanik Silver’s Latest Underground Seminar
457
CHAPTER 103: Life Isn’t About Dying a Peaceful and Calm Death. It’s About Skidding Sideways Into the Casket
Yelling “YEE HAW!!!”
468
CHAPTER
104: Dan Kennedy’s Worst Nightmare
473
CHAPTER
105: Selling With Emotional Impact - Maximizing Your Prospect’s Buying Experience
484
CHAPTER
106: Part 2 - Selling With Emotional Impact - Maximizing Your Prospect’s Emotional Experience
496
CHAPTER
107: Beware The Tricks Money Can Play On Your Mind
505
CHAPTER
108: Why People Don’t Buy From You and What to Do About It
511
CHAPTER
109: Could the Answer To This Question Reveal Why You’re Either Damned or Blessed?
518
T h e B es t O f M y N o t e T a k i n g N e r d ’ s B l o g - V o l u m e O n e
ix
CHAPTER
110: Are You Good Enough To Write Your Own Content?
522
CHAPTER
111: How To Rule Your Brain With an Iron Fist So That You Get The Results You Want
527
CHAPTER
112: How Ryan Deiss Writes, Produces and Publishes Video Salesletters and How You Can Do It Too
534
CHAPTER
113: Dan Kennedy’s Path To Zero Drama Relationships With Your Consultant, Copywriter or Clients… 545
CHAPTER
114: BEWARE: What You Focus On Expands Faster Than a Horny Dog’s Lipstick
554
CHAPTER
115: Hitler Wants To Share His Message With YOU?
558
CHAPTER
116: The Definitive Guide To The Games People Attempt To Play On You
562
CHAPTER
117: Vice President Joe Biden Is Gonna Help You Get Wealthy
572
118: The Story of Why You’re Either Happy Or Unhappy About How Much Money You Let Yourself
Deposit In The Bank
CHAPTER
575
CHAPTER
119: Is Your Income Under Attack From Someone You Know Personally?
579
CHAPTER
120: What Would You Buy With A Million Bucks?
583
CHAPTER
121: All News Is Good News
585
CHAPTER
122: The Free Method To Grabbing The Internet By The Balls And Making It Serve You
587
CHAPTER
123: Disobedience: The Breakfast of Champions
604
CHAPTER
124: Life’s Golden Rules One and Two!
613
CHAPTER
125: Don’t Read This If You Don’t Like Getting Shit Done
617
126: Are You A Master of This Free, Yet Massively Potent Renegade Tactic That Has Proven To Make
You Not Only Wealthier But Also More Attractive To the Opposite Sex?
CHAPTER
623
CHAPTER
127: What I Learned From Anthony Robbins And A Great Friend That Changed My Life Forever…
628
CHAPTER
128: Is Traditional Education Responsible For Mediocrity?
635
CHAPTER
129: Notes For Eben Pagan’s “Connected” Program: Session 1
639
CHAPTER
130: Notes For Session 2 of Eben Pagan’s “Connected” Program
646
CHAPTER
131: Notes For Eben Pagan’s “Connected” Program - Session 3
659
CHAPTER
132: 11 Offline and Online Strategies From The Guru’s
672
CHAPTER
133: Strategies Learned From Anthony Robbins Ultimate Business Mastery Program
681
CHAPTER
134: One Key Business Strategy That Allows You To Impregnate Another Business With Your Good Seed 693
CHAPTER
135: 11 Resources From My Internet Marketing Toolbox
136: Chet Holmes at Ultimate Business Mastery - Becoming a Marketing Master – Secrets of the Super
Strategist and How To Build a Core Story
CHAPTER
699
704
CHAPTER
137: 40% of a Person’s Decision to Hand You Money Depends On This One Factor
710
CHAPTER
138: Business Lesson’s Learned While Eating In San Fran and The Secret To Amazing Pancakes…
715
CHAPTER 139: Why Women Are Dominating Household Income, Yet Are Unhappier Then Ever…And The One
Strategy I Learned From This That You and I Can Use To Provide Almost Instant Stress Relief
716
x
C on tents
CHAPTER
140: Chief Nerd Has Heart Problem…Lesson’s Learned..
727
CHAPTER
141: What’s The Purpose Of a Relationship?
733
CHAPTER
142: Five Traits of the Best of the Best Star Salespeople (and how to attract them to you)
738
CHAPTER
143: The Power To Nurture; The Power To Destroy
742
CHAPTER
144: Kill Relationship Drama Before It Begins
744
CHAPTER
145: What If The Person Causing All Your Problems is YOU?
753
CHAPTER
146: Will The Winds of the Recession Ruin Your Marketing Efforts?
757
CHAPTER
147: Why Will These 5 Questions Get You Outstanding Reviews?
759
CHAPTER
148: The Master “SECRET” To Productivity
763
CHAPTER
149: How To Bond With Your Customers Like You Never Thought Possible. The Power Of Authenticity!! 766
CHAPTER
150: Note From Eben Pagan’s Modern Marketing Mastery Seminar - Part One
768
CHAPTER
151: The Instant Way To Get IN The Conversation Your Customers Are Having…
776
CHAPTER
152: Marketing Lesson’s Learned From a Scary Movie…
778
CHAPTER
153: 5 Things You Must Do To Build And Then Enhance A Unique Relationship With Your Clients!!!
781
CHAPTER
154: How To Earn The Right To Sell Something To Your Customers
787
CHAPTER
155: The Difference Between Knowledge and Wisdom
789
CHAPTER
156: It is better to ask and appear ignorant than to remain ignorant
790
CHAPTER
157: The Ugly Truth About Making Money On The Internet!
797
CHAPTER
158: Gary Vaynerchuk - Turning Your Passion Into a Successful Business
801
CHAPTER
159: Beware Following The “Marketer of The Decade”
811
CHAPTER
160: Freedom From The Need To Be Right
815
CHAPTER
161: How To Never Be Told, “Get To The Point!” While Presenting In Pixel, Print, or Person
821
CHAPTER
162: Notes For Eben Pagan’s “Connected” Program – Session 4
824
CHAPTER
163: Don’t Give Up On Your Dreams; Unless They Ask You To Intentionally Give Yourself a Concussion 838
CHAPTER
164: Owning Happiness is Either Impossible or Simple
839
CHAPTER
165: Pepe Le Pew: Lose The Drama And Find Your Balls
845
CHAPTER
166: Pepe Le Pew: Losing the Drama and Finding Your Balls – Part 2
849
CHAPTER
167: What I Learned From Anthony Robbins Time of Your Life Program…Part One
857
CHA PTE R 1
Productivity Tools: The Kitchen Sink, The Kids, The Wife, and Oh…
Just Take the Whole Damn House…
H
ey,
It’s been a hectic week. And wow in hindsight I’ve gotten a lot done this week despite being overwhelmed
with “too much to do”.
This got me to thinking.
I’ve gradually gotten more and more productive over the past year and I’m going to share a just about every
single productivity tool I’ve picked up that enables me to do more then I ever thought possible.
“The Whole Damn House” Productivity Tool Set from MyNoteTakingNerd.
Today I’m Going to Talk About a few of The Basics:
•
• Get online and practice one of those Typing Programs to increase your speed. I know a lot of you are in
front of this Glaring Mind Numbing Machine a bunch so increasing your typing speed is one of the
fastest ways to get more done.
•
•
• Read the Wake Up Productive Report and start chunking your time into Time Chunks your body and
mind was built to handle. Do this followed by periods of renewal and your life will change I promise.
Dang it.. I’m given the Report to you so please download Wake Up Productive Today.
•
•
• Use a digital DVR or a File Sharing site to start saving your favorite TV programs and movies in one
place so you can schedule your viewing times in when convenient, not to mention the time you save by
not having to watch the commercials.
2
The Bes t Of M y N ote T a k in g N e r d’ s Bl o g - V o lu m e O n e
•
•
• Make Sure you’re using the fastest, reasonably priced, broadband connection that you can get. Yes this
sounds simple, yet you can’t believe how much time you’ll save not waiting for pages to load etc..
•
•
• “Recharge Right” … Yep there is a secret here and it’s in the Wake Up Product Report. In short… If you
are working on something at “Work” then every hour or so take a ten minute break and do something
physical or just lay down and breath for a moment. YES… Do this every hour and your productivity will
shoot thru the roof I promise. Give it a shot.
•
•
• Download a little tool called Temptation Blocker at http://sourceforge.net/projects/temptblocker/ This
simple little tool will allow you to block you from using anything else but the programs you need for a
pre-determined amount of time. Until you realize and admit that we all have ADD to some extent you
won’t realize how powerful this tiny little program is. Go get it … it’s free.
•
Tomorrow or Later on tonight will be Part Two of The Basics, then I’ll get deeper into tools for gathering
information, doing research, managing projects, and whole bunch more…. so drop back in from time to
time and I promise this stuff just keeps getting better.
In Success,
MyNoteTakingnerd
P.S. O.K…. I’m gonna try again… take two seconds and post a comment for us here at MyNoteTakingNerd
and for those that do I’ll send you a a Process Map of all the productivity tools I use here at the office. It’s
really cool and useful. Thanks for readin.
CHA PTE R 2
Productivity Tools Part Two: The Kitchen Sink, The Kids, The Wife,
and Oh…Just Take the Whole Damn House…
H
ey,
Kinda funny writing this post today. I just spent the last 20 hours trying to figure out some stuff on this *$%
$@ Blog and accomplished absolutely nothing. Well… I’m assuming I learned something but I’m not real
sure.
Anyway… I got frustrated and dissapointed but .. after a bit of sulking and punching a few walls (yeah.. i
got a bit of a mean streak in me, but I’m more of the Rocky 25 version if you know what i mean) all i got
was a sore hand and emotional distress which leads me to todays blog.
You see our lives, in general, are built around chaos. We are constantly pulled from one thing to another
and yet we somehow manage to BARELY SURVIVE. That makes me think about the very first thing I want
to talk about in ….
“The Whole House Part Two: The Basics”
You must have a value on your time and you just have to let someone else handle the stuff that isn’t high
leverage, high dollar. I should have found someone else to do what I was working on today, after about 3 or
4 hours of mindless internet surfing and “do it yourself” manuals, yet the “man” in me just wouldn’t let the
task go.
However, that bein’ said, if you’re anything like me, you’re sick and tired of those damn Guru’s telling us to
farm this stuff out as they sit up there in their $5,000 suits with the money and resources to do so. Some of
us can’t afford the 2 cents it takes.
So here is where you’ve got to “Hustle”. Yep, if you can’t afford to get some of those agonizing tasks, that
never seem to get done, accomplished then you gotta start bartering. Maybe you can trade your services in
exchange for someone else gettin’ those accomplished. Get yourself a “Time Credit Card”! What the heck
4
Th e Best Of M y N ote T a k in g N e r d’ s Bl o g - V o lu m e O n e
do i mean.? I’m not an advocate of being in debt… but if by farming that 50 cent an hour job out, i can free
myself up to do $20 an hour work then I know I can pay the AMEX or Visa back at the end of the month.
So what I’m sayin here is ATTATCH A DOLLAR AMOUNT TO YOUR TIME AND THEN GET OUT
AND HUSTLE TO GET THAT &*$#$ TAKING CARE OF BY SOMEONE THAT VALUES THEIR
TIME LESS THEN YOU DO!
Once you’ve PLACED a dollar amount on your time, find a way to manage yourself. This is a new term to
me and probably you as well. I picked it up from Eben Pagan in the Wake Up Productive Program (Download the report if you haven’t already… come on for the love of >>>>> DO IT NOW!) he makes a simple
point… time moves no matter what and we can’t change that fact.
By the way, if you’ve figured out how to stop this thing we call time please email me immediately and let me
know how.
The only thing we have control over is ourselves!!! I know that sucks. I wish I could blame my lack of self
management on McCain or Obama but they have about as much control over me as I do over time. So
here’s the next, BACK TO THE BASICS, step… find yourself a self management system and start taking
control of this. I do not believe that anyone has a lock on this deal. Dan Kennedy’s been scribbling barely
legible daily schedules on notebook paper for 30 years and It looks like he’s doing o.k. One of MyNoteTakingNerd Associates, who’s a little weird by the way, uses a 50Cent notebook as well and has very productive day’s. Me on the other hand, well I prefer the Super Advanced Mega Deluxe King of All Self Management Systems (at least that’s what i think) called the RPM Planner put out by Anthony Robbins.
I’ll post a detailed article on this another day but in the mean time just understand that you need to find
“something” that works for you to get your day organized on paper or in your super cool blackberry in
neat little time chunks so you’ll be more productive and happy which will hopefully lead to Hot Chicks,
Handsome Hunks, and Money.
So after all that here’s one final Tip for today. Learn to forgive yourself.
What do I mean? Well as you might have guessed I didn’t “plan” to spend the last 20 hours the way I spent
them but I did. So I can either beat myself up and run head first into a wall or just look at it as a learning
experience, find someone to help me move this blog to my server, and get my Super Mega Best in the
World Day Planner ..oops i mean SELF management planner out and plan tommorrow and start executing.
So here is a tool for today: Next time you let chaos take over your life… go grab a bottle of tabasco sauce
and hold it in your right hand, gently open it with your left hand, hold it about one foot above your right
eyeball and with your eye wide open… pour. Yep, you damn idiot, you deserve it….AHHHH Just kiddin..
In all seriousness next time your day gets out of whack just take a deep breath, Eben refers to this in the
Wake Up Productive Report, Relax your body, Forgive Yourself, get back to your plan and Take Action.
Good luck!
Productivity Tools Part Two: The Kitchen…
5
Almost forgot …. In Part One I promised ya a Process Map of all my Productivity Tools if you make a
comment on this blog. Well, come on .. make a dang comment will ya already. I’m practically beggin to give
you something that made me One Billion Dollars in just the last week alone. O.K. maybe closer to $50 but
you get the point. Believe me…. you want this process map and remember in less then a week I’ll never
offer it for FREE again. Get it while you can.
CHA PTE R 3
Productivity Tools Part Three: The Kitchen Sink, The Kids, The
Wife, and Oh…Just Take the Whole Damn House…
P
art One
Part Two
Don’t forget to take our Survey and become an Elite Nerd Soldier!
Hello Nerd Crew,
In part two of this series we learned about the importance of putting a Value on our time and then learning
to manage ourselves.
Today I want to talk about what might be the most important word in Self Management.
It’s two simple letters, yet we do not use it enough.
NO!
Once you’ve Woke Up and realized that Time is a diminishing resource and you MUST have a value on it.
You then have to understand that everyone else will try to steal that time from you.
Small talk, emails, meetings, solving other people’s problems, phone calls, friends that want to “play”, …
These are all things that will try and steal the most precious resource you have. YOUR TIME!
So now that you know what your time is worth. Begin to gradually spend more time on the High Leverage,
High Dollar activities and find a way to have other people do the things that pay you less then your time is
worth.
Here is a list of things you can do:
Productivity Tools Part Three: The Kitchen…
7
•
• Say NO to anyone who wants to steal your time with small talk. Politely ask them to come back during
one of your scheduled breaks or when you are done with “work”.
•
• Say NO to long meetings. Begin to plan your meeting agendas and stay the course. Meetings, in general,
tend to take 3 - 4 times longer then they should because of lack of direction and focus.
•
• Say NO to email and internet surfing. Start to schedule daily email and internet surfing blocks of time.
Do not start the day with an email Time Chunk. This usually leads to you being on someone else
schedule. I suggest you check email after lunch when you’ve already gotten most of your A priority tasks
done.
•
• Say NO to other people’s agenda. You can and should live your life as you please. With your standards,
as weird as others may see it. So define how your life will operate and start to live it. This might mean
never returning phone calls until someone has jumped through hoops proving they are worth your time.
Dan Kennedy speaks of doing this when he was dead broke. He’s done it ever since and seems to be
doing o.k.
•
• Say NO to unorganized planning. Begin to break your projects down on paper. Step by step and put a
deadline on them. Without deadlines we will accomplish very little. Procrastination is in our nature. If
left to ourselves tasks will usually take 2 - 5 times longer then needed and more often then not … may
never get done.
•
• Say NO to your cell phone. In part Two we talked about scheduling your time in 50 minute segments.
During your focus times turn your dang ringer off. Leave a message that says something like; “Hi this is
Nerd Boy, I do not answer phone calls during the work day. However, from 3 - 4 during the weekdays I
answer all incoming calls. To reach me before then please email me at [email protected] as I
check my email 3 times per day.. thank you and have an outstanding day” … Again Your Agenda Not
Theirs.
•
• Say NO to laziness. This one may sound stupid but it is probably the most important thing we can take
control of. As entrepreneurs and those of us still working for the man and yearning to get out on our
own. We have to take control of our Will Power and Discipline. We must set our own agendas, plan our
days, and then make things happen.
•
This week practice saying NO.
It’s not as easy as you think. So don’t give up and when you find yourself off track and on somebody Else’s
agenda just say NO and begin to get back on yours all over again.
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In the next few days I’ll be adding part 4 and 5 of this series and I’ll be giving you some really cool productivity resources.
In Success,
My Note Taking Nerd
CHA PTE R 4
Productivity Tools Part Four - Take Out The Trash - The Kitchen
Sink, The Kids, The Wife, and Oh…Just Take the Whole Damn
House…
H
ello Nerd Fans,
I’m back with a segment on Self Management.
Remember, I promised to to Give You Everything Including the Kitchen Sink! Well, without this one tool,
everything you do is like having a Ferrari but being stuck in the mud.
It just seems like no matter how hard you try or how motivated you are you just can’t seem to get started or
finish the job.
What is this one tool.
I call it “Taking Out The Trash”
We all have unfinished business or unresolved conflicts in our lives.
What we don’t realize is how much these things hold us back from success.
Right now answer these questions.
•
• Is there a nagging OVERDUE personal issue you haven’t taken care of? This could be a ticket you
haven’t paid, a tax issue you haven’t faced, a bill that’s late but you haven’t called to speak with anyone,
OR anything that is causing you stress because you haven’t dealt with it.
•
• Do you have someone you may have gotten into a fight with but you haven’t taken the time to bring
resolution.
•
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The Best Of M y No t e T ak i n g N er d ’s B lo g - V o l u m e O n e
• What projects are you not putting on paper and starting.
•
• What are the simple tiny things you haven’t gotten around to? This could be cleaning your house,
painting a room, clearing out the garage, etc…
•
So if you haven’t already, take out a piece of paper, begin to write down all the little and big things that may
be nagging at you on a daily basis.
Prioritize the importance of getting them done and start by taking one small action every single day to get
this TRASH out of your lives.
As you begin to eliminate this stuff from your life you will feel much more emotionally free.
I gotta go guys.
I’ll go deeper into this topic another day.
In the mean time Take Out Your Trash
In Success,
My Note Taking Nerd
Dig deeper in this blog and you’ll find parts One, Two, and Three.
CHA PTE R 5
Sunday a Day of Rest! Uh Uh I Don’t Think So….
It’s Sunday… Yayyyyyyy…. a Day of Rest!
Well as my Friends 14 year old Daughter would say, as she stood there hands on hip and shook her head…
“Uh Uh I Don’t Think So!”
Today I want to talk about what may be the single biggest mistake, we as entreprenuers, make. Also, below
I’m giving yet another Small but Powerful Report to ya, on this very topic, from a Genius.
Let me ask you a question. Are you really ever present anywhere? Are you ever focused on one single thing?
For years… I was your typical Entrepreneur on Crack and Steroids. I had the next great Idea, to rule the
planet, about once a week and I’d grab my makeshift Team of Associates and race off to the promise land…
Only to quit or lose focus about 1/4 of the way to the finish line.
There are three reasons for this. One, I didn’t have the proper skill set to get what I wanted done. Two, once
the initial motivation of the Idea wore off, I lost traction and the “will” to make it happen. Finally, I was
overwhelmed with the day to day chaos of this life we live.
Today I want to talk about how you can make a difference in this area.
WHAT’S THE SINGLE BIGGEST THING WE DO THAT CAUSES THE CHALLENGES WE HAVE
WITH FOCUS AND FOLLOW THRU? …. (drum rolllllllllll) We do not take time off for renewal.
If you find yourself not being able to focus, concentrate, or follow thru then I’m going to suggest you start
taking some time off. Yep.. You heard me.
What happens to a car when the battery dies? Do me a favor… go outside and turn the lights on in your car.
Go back inside and in about 6 hours or so GO see if your car is willing to “take” you to the store.
You’re probably saying, “well no *&^% Nerd Boy”. Of course, the battery is going to be dead.
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The Best O f M y N o te T a k in g N e r d’ s Bl o g - V o lu m e O n e
So let me ask you a question. “If you work all day, feed yourself junk food, go home stressed because you’re
behind at the office, KICK the dog, fight with the Wife because you’re never “Quite There” or distant, and
then move into your cave and work till you fall asleep at the desk……… What’s going to happen to you? As
my Friend’s 14 year old would say to me .. “No Duh Nerdy Boy” of course you’re gonna burn out.
And for the Lovely, Smart, Talented, and Way Superior Then Me Ladies out there. Please understand that
when I tell a story and it refers to “Us Guys” I’m not a man pig .. just tryin’ to write without the filters of
political mandate. So please hang in there with me.
O.K. .. we’ve established that we’re burning the candle at both ends. Our “Batteries”, metaphorically
speaking, have been Fried for years and we are running on shear will power.
That’s the equivalent of running out of gas on a hill, getting out and pushing the old clunker yourself on a
Hot Humid Day
I hope ya got the point I’m trying to drive home here. Our bodies and minds are screaming for some Gas
and Renewal.
So here ya go. Five Easy Steps to Recharging, Massively Increasing our Productivity and Quality of Life.
1.
2. Start Managing Yourself Better. As you plan your day tommorrow I want you begin to think of the
two most important things you could get done. Next, plan a fifty minute focused session for each one.
Follow Each Fifty minute session with a ten minute Renewal Break. I got this directly from Eben Pagan
and he credist it with transforming his life. Your day tomorrow should look like this. One 50 minute
focued session on Important task #1, followed by ten minutes of relaxation, then another 50 minute session on important task #2, followed by another ten minutes of relaxation. Do this every single day for a
month and WHAMO.. you are going to be shocked at the changes.
3. Start to make some simple changes to your diet. I’m not writing this blog to preach about “diets” but I
just can’t let this post go without adding this. So here are two things to do for next thirty days. First,
drink one glass of water every two hours. Two, replace one of those nutritious Whoppers with a salad
each day. And, as a bonus but only if you find yourself, obsessing about it,… maybe right now .. begin to
read articles or books on taking better care of your health and fitness.
4. Next… Be present for One Hour each night with your friends or family. What do I mean? When you
arrive home or just hangin’ out with friends in the evening,…. be “there”. Give yourself permission to
forget everything else in life and give your full attention for one little, tiny hour to the people you care
about. Believe me this will be hard and I’ve got a whole set of issues, with this myself, I’m currently
working on but that’s for another day over at the “My Note Taking Nerd’s one Screwed Up Dude” blog.
5. This week take a 4 hour chunk of time to just relax and have fun. This might be reading a good book
outside. It might be going for a hike. It might be going to a movie you’ve wanted to see with your friends
or “better half” and then sneaking in to a double feature (I’ve never done this myself of course.. alright
you caught me… maybe once.) My point is to take sometime to just recharge and let your mind release
from the stresses of life.
S u n d ay a D a y o f R e s t ! U h U h I D o n ’ t T h i n k …
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6. Finally, Get yo’ hiny on down this page and download the Wake up Productive Report and read the
dang thing already. It will change your life.
As Britney Spears would say.. Happy Sunday Ya All
My Note Taking Nerd
P.S. Here’s the report I promised you. It’s Tony Schwartz speaking at the Get Altitude Conference. Powerful
stuff…. get it now. get-altitude-7-tony-schwartz
CHA PTE R 6
What Do Doyle Brunson and This Young Poker Player Have in
Common? The Slight Edge!
B
ig Hello To The Nerd Soldiers,
You might be thinking to yourself. Why the crap do I want to know about a winning poker player?
Hang in there. This isn’t an article on the fine art of Poker Playing but the Story of the Slight Edge.
I’ll admit I Love Poker and to my fellow Nerd Followers out there that enjoy the game as well, may you get
Pocket Aces every day of your life.
What is the Slight Edge?
The great, pioneering, motivational Speaker, Jim Rohn calls it the art of doing one simple discipline day
after day.
If you want to lose weight. Which approach will work better? Running, at high intensity, for 10 minutes a
day for a month or running for 60 minutes for five days then taking 25 days off? The answer is simple…
Right?
So back to Poker.
In my little world of Poker… the player that wins the most, over time, is not the player who has the biggest
wins.
This bright young player, named Josh, is perfectly happy to book a 2 or $300 Dollar win. Yet day in and day
out, when playing, he consistently chips away with “little” wins.
At the same time the other players in the game, that are good (and some great) in their own right, stay at
the table too long waiting for the “Big” win. They never leave with the “little” win, they are always waiting
W h at D o D o y l e B r u n s o n a n d T h i s Y o u n g P o k e r …
15
for the Hand that will make them a $1,000 or 2 or 3… but more often then not, in their quest, they end up
losing it all.
You See… Josh understands the principle of the Slight Edge. He’s perfectly happy to get up from the Table
after a “small” win and be on his way. Leaving behind a trail of angry poker players that call him names for
leaving so quick. All the while, they dream of the “big win” and more often then not, go home empty
handed.
So at the end of the day, while Josh is booking wins at an 70% rate or so, those “Big Win” players are occasionally making the “Big Score” and then losing over and over again. This, of course, causes a swing in their
bankroll bigger then the stock market ups and downs of today.
The funny part is that many of these, very good players, end up going to Josh to borrow money.
They will swear they are better players. But in the end it’s Josh to the Rescue.
So what’s my point?
Start putting the principle of the Slight Edge to work in your life.
Heck! I did it right here with this blog. I’m no expert in Internet Marketing. So i had a choice. I could wait
until I “knew” everything or i could practice this principle and learn and implement one simple thing
everyday or two until I’ve Mastered the skills needed and at the same time build something really cool for
you and I.
Like Josh, next time you want to start exercising. Start with little amounts and be happy with the little tiny
improvements day in and day out. Gradually over time you will see that you are much further ahead then
you ever thought possible.
10 Minute Walks, Small Wins, a Glass of Water every hour, really listening to your significant other for just
15 minutes per day, going on a weekly date, gradually reducing fast food, reading something useful just 10
pages per day, listening to great information while in your car…… THE SLIGHT EDGE!
In Success,
MyNoteTakingNerd
P.S. Do me a favor! Make one comment, make a small donation, read one post, fill out one poll, refer this
blog to one friend… do something to help move this blog forward one small step at a time.
Thanks Friends
CHA PTE R 7
I Got Caught With My Pants Down and Nobody Would Help Me Pull
Them Up!
H
ey Nerd Friends,
Today, I’m gonna share with you something personal.
Give me the next 7 - 12 minutes of your life and this may be the most important thing you’ve ever read.
For my entire life I’ve been an avid student of just about everything you can think of to improve your life or
business.
At one point I’d read over 500 books in a period of five years.
Yet, not so long ago I almost packed it in, took up residence next to the guys on skid row, and gave up on
my dreams.
Why? Because I had all the answers and couldn’t seem to get myself to ACT.
At the time I’d just had my first, lovely little angel, baby girl. I had a woman that wanted to love me. I had
Big Dreams and was on my way to accomplishing them.
Since then I’ve been hammered by the IRS, facing Jail, my business was declining, I was facing tremendous
inner demons, my behavior was insane, my business partner, of 15 years, and I decided to split ways, and I
felt as though I was empty.
Yet I still couldn’t get myself to turn things around. Knowledge is worthless without the ability to make it
useful in your life.
I was scared. I was in pain. I was confused….. Why?
My Pants Were Down… I was screaming for help… Yet No One Would Help Me!
I G o t C au g h t W i t h M y P a n t s D o w n a n d N o b o d y …
17
That’s the funny thing about life. If you want things to change then you have to do it.
Damn, that sucks. I wanted the magic bullet. I wanted the instant result. I didn’t want to work. After all…
I’m older now. Am I not entitled to something?
Nope. Life owes us nothing but what we are giving to it in the present moment.
Just because I fed hungry children last year or worked hard two years ago doesn’t mean I’m entitled to anything today.
We are accountable to this very moment in time. We will get out of it what we put into it.
Yes, there is the Law of Delayed Gratification.
But, understand that if I go out and run hard today, then quit and want the results to stay with me
throughout the future then I must continue to do something on a consistent basis.
So Here is the power in this story. Things are better, I’m happier, and … Oh did I mention I’m Super Cool
too!
Yes… I’m still a work in progress. If you were to see me on canvas I’d look more like Homer Simpson but
the artist would swear to you he’s trying to draw a Picasso.
Today, I’m happy to say. I’m on the right path. I’m back on the horse and riding in the right direction.
Yep… I pulled my pants up myself. Although my bum crack might still be hangin’ out!
What’s the answer to all this madness?
First it’s the Slight Edge principle I wrote about a few post’s ago.
Second, and this is powerful, is that you’ve got to work harder on yourself then you do anything else in
life.
You can read all the books, take all the courses, go to all the seminars and receive all the knowledge in the
world…. But if you don’t work on the Inner Game of life every single day then much of what you learn will
never get put into practice.
So what did i do?
I’ve set goals and got clear on what I wanted. I put the law of attraction to work.
I started devouring and acting on the very best Inner Game programs available.
I began, and continue, to work on my beliefs, values, and life strategies.
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I’ve started looking at the Story I’d created for myself and began to change it.
I’ve learned about Lies and Truth and began to act on changing those things in my life.
I started excersicing on a regular basis. I began to eat well. I got out in the Sun.
I focus on one thing at a time. I gave myself time for renewal.
I’ve began to “really” connect with friends and family.
I quit “selling” the vision and started to “live” it and people are slowly beginning to believe in me again.
Guess what? Things have and are continueing to change dramatically. Things like this really cool blog and
website here.
Today! BEGIN TO WORK ON YOURSELF AS MUCH AS YOU WORK ON YOUR BUSINESS!
Yes this blog is supposed to be about business, marketing, sales, etc.. but I’ll continue to focus on the Inner
Game because that’s the Engine that fuels yours success.
If you run outa Gas….. you are screwed!
So.. Next!
A big Holla and thank you to all my Nerd Soldiers out there. Let’s take this blog to the masses. Let’s create a
Nerd Revolution.
Why should the best information in the world be accessible by only those few that can afford the Thousands
of dollars needed to obtain it?
So send an email to a friend, digg someone, or just do something to get the word out about this resource. It
will only survive if “we” make it happen.
In Success,
My Note Taking Nerd
P.S. Come on already… Get a comment on the blog and download everything you may not of gotten to yet
before it’s gone.
CHA PTE R 8
Introducing My Number One… Note Taking Nerd2
A
nybody out there remember Star Trek Enterprise? With Captain Picard and his right hand man Riker?
For those of you that don’t.
Captain Picard called Riker his Number One. Riker was the man left in charge when the Captain had to
leave the ship. He was the man that the Captain always went to for advise. And… most important… Riker
was a man of action, dependability, and high character.
We all should be as lucky as Captain Picard and I. My Note Taking Nerd2 is my Number One, my biz
partner, friend, and confidant.
You guys are in for a treat.
First, I want to say… that as I’m pecking away here at the Blog. Number One is feverishly pounding away in
the room next door to get the copy ready for the Big Site we plan to launch real soon.
I’m gonna make a Big Fat Claim here. This may be the Greatest Copywriter Alive. As a matter of fact, when
you see some of the copy we start posting real soon I’m certain… AS GEORGE BUSH SAID, when we
invaded Iraq, You Will Be Shock and Awed!
He’s been secretly kept from the world by a client who wanted him all to himself.
The good news?
Number One will be sharing all his Top Secret strategies for churning out Piece after Piece of Amazing
copy.
He, of course, as I, will be giving you a peek behind the curtain of his life as well.
AND THAT IS WHERE I GOTTA WARN YOU!
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Th e Best Of M y No t e T ak i n g N er d ’s B lo g - V o l u m e O n e
Why? ummmmm. Well…. He’s a bit weird.
You ever wondered why the great minds like Einstein, Howard Hughes, Picasso, etc.. were just a little
“Bent”?
Me Too.
Number One falls into this category.
He’s definitely got some Einstein in him. Every time I get frustrated, when I feel as though I might have
wasted my time trying to figure something out bout this Blog. I can hear him Yelling from the other room
… “What ya learn Nerd Boy?”…. Damn I’d like to throw something at him .. But
He’s also got a whole lot of the Recluse Mad Genius of Howard Hughes in him as well.
I think it’s been a month or so since I’ve seen him.
The other day he peeked his head out and I could feel an intense stare. I looked up and out of the corner of
my eye I caught a glimpse of his overgrown beard and Mohawk. He streaked from his room to the kitchen
and hid behind the counter. I could hear heavy breathing but no site of Number One.
I, as usual, put my head down and started back to work.
Somehow Number One got back to his cave before i could catch a peak. So yeah.. he’s a bit of a recluse like
Howard Hughes. I just hope I never need to get him outta here for anything.
And He’s got a whole lot of Picasso in him.
He’s an artist and I believe will create a New Renaissance. He can weave words like no other. He’s unique in
style. He’s a master at weaving words.
Oh… don’t want to forget.
Number One is a Master Chef as well.
It’s a great deal. Whenever I leave the house… I can’t wait to get back, because there always seems to be
some gourmet dish he’s whipped up while I’m gone… waiting for me in the Fridge.
As you might have guessed. Number One and I are rooming together while we and The Nerd Soldiers
create a Note Taking Nerd Revolution. We liken it to the days when Steve Jobs and partner were holed up
in a garage makin’ the first Apple Computer.
There, of course, are some Perks to this. I Love Friday Nights! WEEEEEE
Introducing My Number One… Note Taking…
21
Usually after I’ve taken my Girlfriend out or went to hang with friends… I’ll arrive home to a plate full of
perfectly plastic wrapped Friday Night Spaghetti in the fridge.. My taste buds Dream of this all week long.
So be on the lookout.
I’ve passed instructions under his door on how to get on here and say hi.
I’m sure you may find yourself eagerly awaiting his next post day after day.
So, let me know about a Number One in your life.
In Success,
My Note Taking Nerd
P.S. I, of course, am exaggerating, a bit, for Drama. But, only a little bit. I’m tellin ya.. this guy is a Weird
Mad Genius and I don’t have to worry about it cuz he won’t come out of his room to Kick My A**%. And I
may just be under estimating his Copy Writing ability. He might just be the best in the Universe.
Leave a comment, Download a report, spread the word, make a donation… come on do something already.
CHA PTE R 9
Dan Kennedy’s Wealth Attraction Part 1
N
ote Taking Nerd#1
WEALTH ATTRACTION - PART ONE
Discover The Little-Known (and never talked about) Success Philosophies, Beliefs, Thinking And Personal Behaviors That Allow Millionaire and Multi-Millionaire Entrepreneurs To Attract Maximum
Money and Create Maximum Wealth in Record Time
That’s what the World Famous Dan Kennedy has to say about Wealth Attraction……One of Dan’s all time
best selling program.
Napoleon Hill was completely broke at one point. W. Clement Stone helped to rescue him toward the end
of his life. Napoleon ended up broke, while Stone became amazingly rich. Why? Because Stone put the
philosophy to work in an environment where it had a chance to succeed.
Understanding of Abundance
Fire alarm salesman goes into a home and makes the assumption that he is in the house of poor people. He
see’s hand me down clothing, springs out of the couch. Etc…. The salesperson becomes increasingly uneasy
on closing these people on the $1,700 system. In many cases the salesman will not close the sale. They
unconsciously throw the game. The queesiness about your decision to make the decision as to whether
others have the money tell much more about what is going on inside of yourself. Remember, if you do not
take the money, if available, somebody will take it. This same phenononom happens when you’re selling a
$40,000 program product to a Doctor.
There is plenty of money to go around. There is always plenty …. Money is all around you. You need to
get past the zero sum idea. Meaning, that when someone give you money there is less money … Money just
keeps cycling. Some “poor” people have pool sticks worth more than their car.
There is mountains of dumb money. One company sells amusement park rides for $200,000 and more.
Nokia sells phones made of gold and platinum for $20,000.
Dan Kennedy’s Wealth Attraction Part 1
23
There is an incredible commonality between the hugely successful entrepreneurs whom went bankrupt or
broke and then went on to unimaginable success.
The first impediment to getting money is that there is a limit. You must have an abundance mentality.
We learn that we must “work hard for our money” and that “money doesn’t grow on trees”. PAY ATTENTIOIN TO THE BELIEFS YOU HAVE ABOUT MONEY AND HOW TO OBTAIN IT!!
EAT THE RICH
Everybody is getting caught up in the idea of EXCESS PROFITS. You can not compare Michael Eisner with
the guy pushing the broom. Eisner’s worth is determined by marketplace value, the broom pusher has a
finite value, Period. Push the broom 20 times faster makes you more valuable. Just because you’ve pushed
the broom for 20 years doesn’t mean you’re inherently worth more.
The next topic of ignorance is that of the “Less Fortunate”. A lot of people have there money making capabilities suppressed because of GUILT. It’s economically impossible for the poor to get less poor without
the rich getting richer. Why? Because the rich will provide more jobs and spend more money.
CHA PTE R 1 0
The $20 Insurance Plan Seinfeld Says Is Responsible For His
Becoming A Millionaire.
H
ey fans of the nerd revolution,
This is the 2nd half of the Note Taking Nerd Duo here to share something I learned from the Jewish King
Of Comedy, Jerry Seinfeld.
First of all I’m grateful for the opportunity to connect with a person such as yourself, who’s as dedicated as I
am to finding ways to improve themselves.
I look forward to building a business friendship with you.
With our formal intro off the table, lets get down to bidniz.
What’s a business skill you’d like to improve?
You think of one? Good.
Jerry’s Secret Unveiled
One time Jerry Seinfeld was asked “What’s the one thing an up and coming comic could do to improve
their chances of hittin’ it big like he did?” by a fledgling comic.
The rookie was looking for the secret he could apply once and hit a home run with but he was in for an
answer most people, maybe even you, might not like.
Jerry told the wanna-be to go to an office supply store and buy himself a calendar.
One of the ones you can put on the wall and see every month, everyday of the year at a glance.
And a red marker.
The $20 Insurance Plan Seinfeld Says Is…
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Jerry Conquered The Sitcom Kingdom With A Piece of Paper And A Sharpie
He told him “The answer to your question, is to write everyday. Not every other day. Not once a week.
EVERY DAY.”
“After you’ve logged your writing for the day, you can face your calendar, marker in hand and put a fat red
X through that day.” He said
“Don’t break the chain. Doing this got my routines razor sharp, kept my creativity flowing when I needed
lots of it and this insured I was on when opportunity knocked at my door.”
It was like a policy he had that guaranteed he’d be taken care of no matter how gruesome things looked at
the time.
Ever since I heard this story I’ve followed Jerry’s advice and the picture below is what I answer to every
night before I go nighty night.
I get to study marketing or copywriting for at least 1 hour a day.
I get to meditate for at least 15 minutes a day.
And I get to do something that’ll make me flexible and strong everyday.
Notice I didn’t say have to. I said I get to because I see these simple actions as rewards I’m giving to myself
that make my life easier and more pleasurable.
What’s one easy thing you could do everyday that would make your life better?
I remember my hero Gary Bencivenga saying at his seminar something to the effect of…
“If you can only improve 1% a week, that 1%, multiplied week by week compounds into a huge percentage.”
Don’t underestimate the value of little actions taken consistently.
Get your ass over to Office Max and pick up a calendar if you want an accountability coach who will get in
your face and help you get what you want out of life… without shouting at and spitting all over you.
Start out simple. Set yourself up to win by doing something you could do even on the busiest of busy days
anywhere on the planet.
And do it for at least 10 minutes. I know there’s 10 minutes somewhere in your life. Use it and start snowballing this into something you’re proud of.
I fell in love with this simple process and I’m sure you will too.
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The Best O f M y Not e T ak i n g N er d ’s B lo g - V o l u m e O n e
Wishing you speedy and spectacular success,
Note Taking Nerd 2
CHA PTE R 1 1
“I’ve Never Had An Original Idea In My Life” - Dan Kennedy
What is it… that is… up in the house…., yo!
That’s my nerd way of saying, how you doing?
Note Taking Nerd 2 — The Proud Unoriginal — Back To Share With You High Powered Ideas From
People Who Get Life Enhancing Results.
Are you creative?
I’m not.
Not if you judge creativity by the standard legendary copywriter Eugene Schwartz does.
In the presentation he put on for Rodale, he states that only God has the power to create.
Since none of us mortal beings are God, we do not have the power to create.
We just merely connect and reassemble ideas and material.
What do think about that?
Jay Abraham openly expresses his power lies in accessing from his memory, examples, lessons, and breakthroughs he’s stored away through the years.
Stuff he picked up and filed away from doing deals or… from legends like Eugene Schwartz, Claude Hopkins and Bob Stone.
In the Renegade Millionaire System, Dan Kennedy admits that if you’ve got a couple years worth of his
newsletters and Magnetic Marketing… you’ve got everything he knows.
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The Best Of M y No t e T ak i n g N er d ’s B lo g - V o l u m e O n e
He’s simply an expert at re-packaging and re-freshening his stories and content so that it fits with the current affairs of business.
He is also world re-known for his steal, run and distribute philosophy of just copying what works and
adapting it to your needs.
I believe all three of these Marketing Titans super powers stem from this philosophy I laid out for you here
from one of Dan Kennedy’s Gold Plus hot sheets.
Here it is…
YOU MUST READ A LOT TO SUCCEED!
Here are the reasons:
1.
Varied, diverse input of ideas, viewpoints, life stories, examples, all the essential raw material poured
into your subconscious mind, for it to sift, sort, try matching up with other puzzle pieces it already has, so it
can occasionally yell “Eureka!” and hand you something profitable or life changing… Without the new stuff
it just sleeps and you wander aimlessly through life. Wealth Secret! You can’t manufacture anything
without raw material.
2.
Without exposure to others’ thinking your own range of thought shrinks. Soon, you’re a mental
midget. Your range of thought narrows, like your range of motion shrinks if you don’t move and stretch.
3.
You can’t stay current. You must read a monstrous amount and you’ll probably still be behind. You
should be reading a book or two, half dozen magazines, a few newspapers every week. If not you become a
dinosaur.
4.
If you want to influence anyone, including your children, they need to see you advancing and
reading. They need to hear you talking about and acting on what you read.
-Dan Kennedy
It was years ago that I received this but as soon as I got it I plunged two ugly blue tacks into the wall right
next to my reading chair to serve as a reminder of how to never get writers block.
If you write an ezine, content for a membership site, blog posts, newsletters, emails for your customers
and prospects, salesletters… Dan’s credo will do the same for you.
Having your writing flow like 3:45 AM traffic is awesome. And it all usually starts with one idea.
But if you’re feeding your brain all this stuff and ideas keep burbling to your conscious mind but you let em’
vanish like a fart in the wind… how’s that supposed to help you?
“ I ’v e N e v e r H a d A n O r i g i n a l I d e a I n M y …
29
Remember our little talk in my last post about the starting a commitment chain of red X’s on the calendar?
Think about this…
If you made the decision to log at least one idea a day that you could write about you’d never be staring at a
blank page.
You’d never have to hope ideas of what to write about come to you because you’d have this fat stack of
ideas to rifle through.
Every marketing wizard I know of snags their inspiration from out of thin air and captures it on paper or
audio.
If you listen to programs while driving or exercising, always keep note cards, a cheap little note pad or hell,
even use the voice recorder or voice mail on your cell phone so that you can snag the slippery fish of an idea
that will spark your next piece of content.
I am not creative.
And I don’t have a Kevin Trudeau Mega Memory either.
I just jam a shit load of stuff into my mind, jot down ideas that come from my subconscious and magically I’m never stuck for something to write about.
Every sales letter I’ve ever written had to be cut, not added to. Even while writing this, I’ve had three separate ideas come to me for future posts.
You can do this too.
Are all your ideas gonna pan out?
Nah.
But if you train yourself to take that little voice in your head seriously, instead of ignoring and discounting
what it’s dishing out to you… you’re gonna thank yourself whenever you sit down or like Eben Pagan,
stand up to write.
I have a lot more to say about this topic but I’m curious as to what you can tell me and the rest of our
community about what you do to keep yourself from coming up empty when you write.
That means you Yann, Martin, Tim, and Nick!
I look forward to seeing your ideas and talking with you again.
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The Best Of M y No t e T ak in g N e r d’ s Bl o g - V o lu m e O n e
Wishing you speedy and spectacular success,
Note Taking Nerd 2 - The Proud Unoriginal
CHA PTE R 1 2
Do You Want To Live Life On Your Terms?
Live Life On Your Terms!
Learn the Secrets That Tony Robbins Has Used To Transform The Lives of Millions of People
Qualify to get your FREE Anthony Robbins Time of Your Life Program Super Report Now!
•
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•
Here is how to get your report. Right Now do just ONE of the following:
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2. Make three posts on seperate blogs or forums with a mention of this blog & send me the liinks to the
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3. Send an email to three (different if you’ve already done this, I will check ha ha) friends, associates etc..
recommending this blog and CC ME.
4. Make a comment on this blog anywhere titled “Why I Love My Note Taking Nerd” and explain in a
minimum of 250 words how Nerd Reports help you!
You can send everything to [email protected]
CHA PTE R 1 3
Are You Sabotaging Everything You Write By Not Doing What Ted
Nicholas And Other Super Star Writers Do Before They Even
Touch The Keyboard?
H
ow you doing,
Note Taking Nerd 2, man who never tries to re-invent the light bulb, back with more strategies and tactics
for how to make your life easier and more profitable.
Today I just have to share with you what I learned this morning listening to Ted Nicholas’s “Magic Words
That Make Your Business Grow.”
For anyone using direct mail in their sales sequences, this program is a must have.
This man has banked millions of dollars through mail order and is massively respected for his direct marketing prowess.
As a matter of fact anyone who wants to sharpen their ability to sell in print & pixel will love this seminar.
First of all it totally blew me away with what a natural, dynamic and funny presenter he is.
I mean, I knew he had the goods but I dove in not expecting it to be prolific as well as entertaining.
Another thing that made this seminar so valuable was that the group was so small that attendees could
jump up and ask questions of Ted at will.
Have you ever listened to or been to seminars where people ask stupid questions that derail the
momentum of the event?
Not here.
Ar e Y o u S a b o t a g i n g E v e r y t h i n g Y o u W r i t e …
33
Every question asked enhanced the content. It seems like these people are the kings and queens of their
industry and are looking to get their game up another notch so they can keep wearing the crown.
Something I suspect you of being too.
Here’s what I’ve got for you:
I’ve jotted down notes here for Ted’s process of preparing to write.
Play along and imagine this with me first…
A special agent from the IRS calls and says they’re gonna do a full audit of both your personal and corporate
records and not to worry… they’ll only be up in your face for about a month.
Next, your most productive employee gives their notice that they’re quitting because they want to start their
own business that competes directly with you.
And then, your child comes home with an F on their report card.
What has just happened to you?
Life.
After life happens is when you gotta write so you can make the cash register ring-a-ding-a-lang.
Writing copy in a weakened state of mind is hazardous to your business’s health.
Here’s what Ted Nicholas recommends you do to get yourself ready to deliver winning copy, emails, articles, any kind of writing you need for your business.
Ted’s First Suggestion: Be rested. Don’t try to force words onto the screen. Time spent writing tired is
time wasted.
John Carlton will take a nap for however long he has to or… take a shower to conquer any fatigue he has in
his body before he’ll even consider writing.
Eben Pagan talks about in Wake Up Productive, how most of us need about 8 hours of sleep to be at our
peak.
Doing the 60-60-30’s have absolutely transformed my writing productivity.
They give me permission to rest and ensure that when I am writing I’m doing so on a full battery.
Try it for yourself. I’m sure you’ll love the results.
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The Best O f M y Not e T ak i n g N er d ’s B lo g - V o l u m e O n e
Ted’s Second Suggestion: Eat Sparingly before you write copy. You don’t want your blood pressure to
put you to sleep when you need to be on.
Again, referring back to your Wake Up Productive notes you’ll see where Eben talks about eating every 2 ½
hours, the 30 part of the 60-60-30 so your energy stays vibrant.
Ted’s Third Suggestion: Cut off Distraction. When you get interrupted it breaks your emotional state
and you lose the momentum you’ve built up.
There’s a quote tacked up on my wall that reads:
“What are the chances that 2 of the best copywriters are up at 4 o’ clock in the morning.”
Gary Bencivenga
This was the gist of what Gary said in an email he sent to Clayton Makepeace after he sent him message at
3:56 A.M. and got an instant reply.
Do you think these guys are insomniacs or do they know the secret to getting shit done is to not let leaf
blowers and people with time to waste bog down their train of thought?
If you want maximum productivity in minimum time you won’t let people, animals or machines throw
you off your game.
Do what Dan Kennedy recommends in his time management book and get a purple stuffed dragon and tell
everyone in your environment that when the dragon is in front of the door, no one is to come a knockin.
No money for stuffed purple dragon?
Write on a note card “Working! Do Not Distract” and post it on the door with a piece of masking tape.
And then, like Kennedy and Eben recommend, you can schedule your interruptions by letting people know
they can come to you with questions at such and such time.
Ted’s Fourth Suggestion: Exercise Moderately before writing.
This doesn’t mean going balls to wall at the gym if that’s not your thing.
A brisk walk, the unsung hero of exercise, in a pleasant setting will do just fine.
Eben has exercise built into his morning ritual and he either does yoga or runs (I don’t think sprints) up
down the stairs of the condo he lives in.
Don’t do something you dread though.
A r e Yo u S a b o t a g i n g E v e r y t h i n g Y o u W r i t e …
35
You know, like those guys you see running down the street with the look of despair written across their
face.
I used to just roll out of bed, and clank my stiff body straight to keyboard. It took me some time to really
get the juices flowing.
Now that I exercise or loosen up my body before I sit down to write, I’m wide awake, even without coffee.
Maybe it will do the same for you.
Ted’s Fifth Suggestion: Count Your Blessings.
You can give gratitude for your family, friends, clients, customers, prospects, the opportunities placed
before you, your health, your five senses, whatever works for you.
Doing this just plain makes you feel warm and fuzzy inside.
Writing from this state of mind is a thousand times more resourceful than sitting down and pouting about
having to do this.
Ted’s Sixth Suggestion: Get Yourself Into A Peak Emotional State.
John Carlton says he works himself up to lather and kind of paces back and forth and only after he’s
psyched himself up and is ready to tear the head off this mutha… does he pounce on the keyboard and let
the salesmanship flow.
Stephen King in his book “On Writing”, a must have for any aspiring copywriter, says “Don’t approach
writing lightly, God damn it.”
Ted Nicholas stands up, raises his hands and in a booming voice reads aloud a list of his positive affirmations, ending every sentence with yes!
Tony Robbins says that if you don’t spend a minimum of 10 minutes a day incanting what it is that you
want, then you are absolutely not using what he teaches.
He talks about this in depth in his “Power To Shape Your Destiny” Nightingale Connant Program, where
he speaking to people attending his Date With Destiny seminar.
When you go to his weekend event he has you yell these incantations at the top of your lungs until you’re
vibrating with energy…
“I am the voice”
“I will lead not follow”
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“I will believe, not doubt”
“I will create, not destroy”
“I’m a force for good”
“I defy the odds”
“I step up”
Hey, I’m about as shy as you can be when it comes to doing extraordinary stuff in public but recalling the
memory of this experience at the seminar makes me yearn for that surge of power I felt after doing it.
He tells the people in the audience straight up that if they don’t do this, they have no reason to leave and say
“Oh I went to that Tony Robbins seminar and it doesn’t work.”
It’s the fundamental of everything he teaches.
Yes, I admit I’m a die hard Tony fan but I’ve always shouldered the blame for not making his stuff work for
me.
I know I didn’t act on it, but I will now.
As a matter of fact 10 minutes a day of doing this is going on chain of commitment calendar.
No drooling on my pillow till this is done.
When you’re attempting to persuade someone in print, if you don’t convey emotion and passion you end
with a piece that’s about as compelling as a letter from your bank.
Let people either be repulsed by your writing or head over heels in love with it.
Just don’t let them be indifferent to you because you bored them to death.
These 6 tactics are used by the best of the best.
Just say “maybe”, try them for yourself and see if indeed, they work a miracle for you too.
Please share with me whatever ideas you have that are working for you or questions you’d like me to dig
into my notes to answer for you.
Wishing you speedy and spectactular success,
Your Business Friend,
Ar e Y o u S a b o t a g i n g E v e r y t h i n g Y o u W r i t e …
Note Taking Nerd 2
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CHA PTE R 1 4
If You Haven’t Mastered This Professional Stand Up Comedian
Skill Yet… You’re Making It Harder Than It Should Be for People
To Give You Money.
W
hat is it…that is… up in the house…yo!
Note Taking Nerd Numba 2 here with a challenge for you.
Read these paragraphs and see if you can figure out what they have in common.
In the United States, anyone can be president. That’s the problem.
—George Carlin—
-
That silver medal at the Olympics, that’s something isn’t it? You get gold, you’ve won. You get bronze,
“Well, at least I got something.” But silver is basically saying, “Of everyone that lost, you were the best.
No one lost ahead of you. You are the very best loser.”
—Jerry Seinfeld—
“If I ever had twins, I’d use one for parts.”
—Steven Wright—
So, what’s similar about each of these?
If You Haven’t Mastered This Professional…
39
Besides being funny, they all…
Communicate one thought.
None of them ramble on.
They have no unnecessary words in them.
Every sentence is tidy and compact.
They all use simple language.
All the punctuation helps the sentences flows.
Short one word or one sentence paragraphs give your readers eyeballs a rest.
This is part of what makes reading fiction so inviting. Lots and lots of white space.
Will Strunk, author of “The Elements of Style” had deep sympathy for the reader.
He said,
“The reader is in serious trouble most of the time, floundering in a swamp, and that it was the duty of
anyone attempting to write English to drain this swamp quickly and get the reader up on dry ground, or at
least to throw a rope.”
“The Elements of Style” is a book that deserves to be studied by anyone attempting to influence with
their writing.
If you don’t, you might end up victimizing your family, customers and clients by writing paragraphs like
the one below.
Here is an example of how not to write a paragraph. This is exactly how it looks on website I pulled it
from…
NxLabs Inc. is proud to introduce the biggest breakthrough in bodybuilding history - ANAVOL. It is the
most advanced and effective creatine product on the market - better than creatine ester and all other creatine products! The combination of Creatine Alpha-Ketoglutarate and Glutamine Alpha-Ketoglutarate work
synergistically to pull in more water than ever before, creating a phenomenal anabolic environment for
muscle growth! ANAVOL also contains Citrulline-Malate which helps regenerate ATP faster than previously thought possible. Together, the combination of Creatine Alpha-Ketoglutarate, Glutamine AlphaKetoglutarate and Citrulline-Malate is phenomenal! When combined with regular exercise and proper
nutrition, ANAVOL delivers unprecedented gains in muscle size and strength! To maximize ANAVOL’s
effects, NxLabs Inc. has developed XTEND24, an advanced time released technology that delivers a steady
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The Best Of M y No t e T ak i n g N er d ’s B lo g - V o l u m e O n e
supply of ANAVOL all day long! Best of all, ANAVOL uses easy to swallow capsules instead of large caplets.
ANAVOL is manufactured in our state of the art facility to ensure the highest quality, purity and potency.
Whewww! I hope you can handle all the excitement coursing through your system after all 5 of those exclamation marks.
Did you power through every word?
I didn’t.
I’m an athlete looking for an edge in my training and I know nothing about this product and guess what?
I won’t.
The structure of this paragraph is making it harder than it should to get money out my wallet into theirs.
The quality of the copy is a whole other subject.
Please…please…please don’t do this to your readers.
Remember, conscise sentences composed of one thought.
A good rule of thumb is to keep your paragraphs to at most 4 sentences.
Break them up if they’re longer so you relieve your readers eyes and make your copy inviting.
Do yourself a favor and go get a copy of “The Elements Of Style” authored by Will Strunk and E.B.
White.
This book gives you all the basic rules of writing silky smooth in 122 tight, easy to read pages (including
pictures at least every 5 or so pages, in my version).
Compressed knowledge. Just like your Note Taking Nerd reports.
Professional comics axe every word that kills the flow of their sentences. They can’t afford to flubber on
stage.
Neither can you when trying to influence people with your writing.
I’ll talk to you again soon.
Wishing you speedy and spectacular success,
Note Taking Nerd Numba 2
CHA PTE R 1 5
The Law That Makes “The Law of Attraction” Work
T
he other day one of my friends said to me; “Wow, Nerd, those goals you set are really working!”
“What do you mean?” I said.
“I’ve just never seen you this focused, and you’re making progress on everything you told me you were
going to accomplish.” He said.
“Ya know… I’ve had these same goals for many, many years.” I said.
“Really” he said
“Yes, I had the intention of achieving these very same goals for many more years then I care to admit. I
finally figured out the one thing I was missing from actually achieving them.” I said.
“What was that?” he said.
“Let me ask you a question?”
“If you are truthful. Haven’t you had many of the same goals for many years?” I said.
“Ummmm… yes i guess you are right.” he said
“Why haven’t you achieved them?” I said.
“I guess cuz I haven’t had the time.” He said.
“Here’s the secret that Makes the Law of Attraction Work.” I said.
“Yes you need to get your goals clearly defined, attach a supporting set of beliefs to them, have a realistic
plan of action… but”
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The Best O f M y N ote T a k in g N e r d’ s Bl o g - V o lu m e O n e
“The Law that matters most is the “Law of Action” I said.
“Everyday you must have a plan for the day and within that plan there should be at least one action that you
take for each of your most important goals.” I said
“This is so simple but yet it’s so easy not to do.”
“Wow, you are so right.” He said.
“What’s the opposite of action?” I said
“Well… I guess not taking action?” He said.
“Yes! or an easier way to say it, is Procrastination.” I said.
So there ya have it Nerd Fans.
I’m not a believer that you can just wish yourself all the things you want in life.
I’ve let too much time and to many goals pass me by thinking I can do this.
It doesn’t work. Yet, most of the “Law of Attraction” books leave this simple law out of the equation.
So if you find yourself procrastinating start taking simple actions every single day that will advance you in
the direction you want to go.
The funny things is that when you do this….. IT ‘S LIKE PUTTING THE LAW OF ATTRACTION ON
STEROIDS!
The actions get easier and all the “things” you need to achieve your goals seem to appear out of
nowhere.
There’s something about taking action versus just “thinking” about it that seems to speed up the universe.
Speaking of procrastination.
Today! In less then 12 hours. The Greatest Offer Ever expires and will never be back.
If you have any desire for any of these 15 reports you may want to pick them out, make a small donation,
and get them now.
Because tomorrow you will have missed out on something never to be offered again.
Today start taking action. One simple thing to advance you in the direction of your dreams.
T h e L aw T h a t M a k e s “ T h e L a w o f A t t r a c t i o n …
In Success,
My Note Taking Nerd #1
P.S. Less then 12 hours left for…. THE GREATEST OFFER EVER!
43
CHA PTE R 1 6
Are You Unconsciously Repelling People?
F
irst of all I’d like give a shout out to Yann, Tim and everyone else for posting on this blog.
Thank you for your awesome comments. They are valuable contributions to our community.
Today Mr. Numba 2 is back at you with a confession.
I’m a guy who’s handsome, fit, financially stable yet is scared to talk to women.
As a result of my being wussified in this area of life, working my ass off, and studying while not working…
it’s been a looong time since I’ve been on a date.
I am putting an end to this.
You know what my first step is?
Condition my mind to expect life enhancing women to come into my life starting with one baby step.
Dan Kennedy conditions his mind for success in horse racing by keeping an empty picture frame on the
wall next to all the pictures of his horse after it won a race.
The empty presupposes there’s gonna be another.
The first action I can take to condition my mind set is to maintain a living space that’s inviting for women
to be in.
This is pretty easy for me being I’m not a slob anyways, but I can do better.
Because I know women are repelled by filth, one of the most important things I’ve got to focus on keeping
spotless is the bathroom.
Ar e Y o u U n c o n s c i o u s l y R e p e l l i n g P e o p l e ?
45
Incense, fluffy fresh towels, sparkling clean shower. And of course, an abundance of toilet paper.
I don’t think there’s a woman alive who would walk into a pristinely managed single man’s restroom and
not jump to the conclusion that if it’s clean here that your WHOLE body is scrubbed with care and that
your sheets are gonna be fresh.
Ladies, correct me if I’m wrong.
If you’ve read the marvelous book, Blink, by Malcolm Gladwell you might remember the dorm room study
he talked about.
Some group did a study where they had stranger walk into a dorm room while the person who lived there
was gone for 5-15 minutes and then make a snap judgment about that person.
Startling Results.
These people ended up knowing more about these peoples real personality from only being in their room
for a short time than if they’d actually spent that time with the person.
Hey guys, I work to the clock & my timer just went off so I gotta scoot to my next project but before I
sign off though I’d like you to think about…
What are your actions and habits unconsciously communicating to others and to the most important
person in your life… you?
Tomorrow I’ll continue this thread and until then I’m …
Wishing you speedy and spectacular success,
Note Taking Nerd Numba 2
CHA PTE R 1 7
Part 1 - Are You Unconsciously Repelling People? - 4 Steps of
Cultivating A Magnetic First Impression
Y
esterday you and I ended our discussion on the note that it’s possible for people to make snap judgments about you without even having met you in person.
And I asked you to think about what your actions and habits unconsciously communicating to others
and…
…to the most important person in your life… you.
Did you? What you find?
Today I’d like to talk with you about 5 easy steps I took to transform a strangers first impression of me from
“dork” to “A man I’d like to get to know”.
These are practical actions you can do right away that my dad or mom never taught me, but should of.
They are going to seem like common sense but remember common sense isn’t too common.
I flat out guarantee that if you’re using these 5 simple steps the next time you’re at Starbucks, the mall
or a networking event you’ll notice people responding to you in a respectful manner.
First Step To Cultivating A Magnetic First Impression: Wrap The Package
What are you saying to yourself and to others when you’re dressed bummy or in clothes that don’t fit or
match?
Let’s take a look into how ladies read into these cues.
Say a woman spots the guy who’s about to approach her is wearing white socks with a suit.
Part 1 - Are You Unconsciously Repelling…
47
First, she might think “If this guy is too stupid to know he should be wearing black socks with that outfit
then he must be a few cards short of a deck which means…
If he’s an idiot, he doesn’t sleep with or hang around sexy intellectual women like me because I would never
allow this kind of fashion disaster to ruin my tasteful image in public…
And if he can’t afford a pair of black socks he must be a financial disaster…
And deeper and deeper it goes.
All this happens before you’ve even opened your mouth. She could be dead wrong.
Maybe you flew in from out of town, got to the hotel with only 30 minutes to shower and change into your
suit before you had to be at the event downstairs in the ballroom.
But in your haste to make your flight you left your Chinese silk black socks laying on the bed.
Doesn’t matter because perception shapes reality. You my friend are starting off your interaction with
her in the hole.
You’re not trying to influence a woman, okay. Think about this…
Dan Kennedy found that when he didn’t wear a suit when selling from the platform, he sold less during his
Success tour days.
Most of these people didn’t know him so they couldn’t see past how he was dressed.
Just the fabric hanging from his body made a difference in whether they decided to give him money or
not.
Nobody’s kidding nobody here.
When I walk out of the house and I’m clean shaven, wearing a suit and smelling mighty fine (guys and gals,
you can’t go wrong with cologne or perfume from Marc Jacobs), I radiate a whole different energy than if I
go to the store in my pj’s, without brushing my teeth or taking a shower.
I click a switch in my mind that says “Yes. You should act confidently because you’re dressed sharp.” And
whalahh, I strut.
You can be confident in yourself and sport a robe everywhere you go, but doing so puts up a hurdle for you
to overcome in the other persons mind.
Think about your clothing and grooming as the wrapping a present comes in.
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You’ve got one package wrapped up in newspaper. And another, who’s package is a hand tooled, gleaming,
aromatic cherry wood box.
Which appears to you, to have a gift inside that’s more valuable?
Don’t wrap your package in a way that makes it harder than it should be to ignite instant attraction?
My timer just went off so tomorrow you and I will continue with the next 4 steps of Cultivating A Magnetic First Impression.
Your ruggedly handsome business friend wishing you speedy and spectacular success,
Note Taking Nerd Numba 2
CHA PTE R 1 8
Part 2 – Are You Unconsciously Repelling People? 5 Steps To
Cultivating A Magnetic First Impression
I
n our last discussion you and I talked about how it sucks that we can’t just troll around in our favorite tshirt and pajama bottoms and not have people judge us negatively for it.
Now let’s talk about The Second Step To Cultivating A Magnetic First Impression - Smiling
*
For years and years now my financial bread has been buttered from doing business over the phone or
online.
I’ve hauled in a lot of money for myself & others selling over the phone, in print and pixel.
I’ve never persuaded nose to nose, toes to toes to make a living.
Do you do most of your business over the phone or face to face?
Smiling will help you in either instance.
Ted Nicholas in his Magic Words That Grow Your Business seminar recommends you smile while you dial
and that you also have desk top mirror to make sure you’re actually doing it.
In his telemarketing room he also makes sure that everyone is dressed as if they were meeting the President
Of The United States in person.
Next he encourages people to — eek — stand while selling over the phone.
I think Tony Robbins recommends this in his Power To Influence sales program he did also.
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The Best O f M y Not e T ak i n g N er d ’s B lo g - V o l u m e O n e
By the way, if you want a sales approach laden with the persuasiveness of NLP strategy in it, get Power
To Influence.
The content within this product has helped me sell more in print and over the phone and I’m extremely
confident it can do the same for you.
Kenrick Cleveland’s stuff would also have the same effect.
Ted’s theory is that people can hear a smile over the line and that when you’re dressed to kill you feel better
about yourself and it transfers through to the people you come in contact with.
Ted will only allow people who radiate a pleasant vibe to come in contact with his customers and prospects.
I don’t know about you but when I’m in the heat of a riveting phone convo I pace.
It’s almost impossible for me to do anything else at the time because I’m so drawn in.
A couple days ago, I was talking to my dad while picking up only 3 items I needed from the store.
One of them was something I’d never bought before so I didn’t know where it was and because I was so
enthused about the conversation I walked past the item 3-4 times.
Have you ever done that?
After bumbling around I made the decision to stop cheapening our conversation by not giving it my full
attention and told my dad I’d call him back.
When I was telemarketing and droning off the same pitch to a freezing cold list of rushed business
owners… the urge to lounge with my feet up, day dream and multi task were eagerly welcomed diversions.
None of which contribute to an effective presentation.
Both of us have had the pleasure of talking to a $2.00 an hour employee with a boring job and an even more
boring life who’s been chained to their computer monitor for 8 hours.
You and I are expert at sensing when someone is eager to help us and when they feel like we’re bothering
them.
Change The Way You Think Of Customers And Prospects
In Tony’s sales program he reframes cold calling by saying “I don’t cold call, or bang the phone all day. I
reach out and make new friends.”
What if you reframed prospecting into friend finding?
P ar t 2 – A r e Y o u U n c o n s c i o u s l y R e p e l l i n g …
51
This corresponds with Eben’s suggestion in Get Altitude, that you start looking at your customers as business friends.
You want to make sure your friends are taken care of don’t you?
We wouldn’t dream of pushing something onto a friend that wouldn’t help them, right?
So smile while on the phone with people who can help you provide your family with all the luxuries they’d
like and…
…prestige in your company.
You’ll feel better and they will too.
Also remember that smiling while walking through a crowd or approaching groups of people will most definitely telegraph to them that you’re a confident and happy person.
This perception is always a plus.
My timer just went off so I gotta scoot to my next project so I’ll be back with the Third step of Cultivating A Magnetic First Impression.
I’ll talk to you tomorrow.
Wishing you speedy and spectacular success,
Note Taking Nerd Numba 2
CHA PTE R 1 9
Three Steps To a New You!
*
I got asked a question via email the other day I thought would be worth sharing here on the blog.
Someone asked me what I was doing to make the changes I wanted in my life.
Ummmmm….
I thought about it and have narrowed it down to Three Steps. I first learned about these from Anthony
Robbins and Joe Vitale many years ago.
I hate to tell ya. No SECRET here, but very powerful.
So after getting the email.
I wanted to put down in writing what I believed the few things that were going to make the biggest changes
in my life as well as yours.
*
*
*
So here ya go:
1.
2. A Constant Chaninging of Beliefs. Clearing out old one’s and adding new meaningful, powerful ones. I
now believe we are robots. NO! Not Will Smith I-Robots. I mean we are acting out our lives with scripts
given to us by other people. It’s these beliefs that are causing us to see the world as we do. We must take
control of our scripts by reading, listening, and seminars. This is our way of changing the programming
Three Steps To a New You!
53
for a higher cause and purpose. Look at all the things that are holding you back and I promise there is
limiting set of beliefs attached to this that if changes will catapult you to places never thought of.
3. As Tony Robbins say; “You Must Take Action!”. If you take care of step one this become a whole lot
easier. However, right now, begin to plan your days into manageable chunks of time. Focus your efforts
on things tied directly to your goals. Get the highest leverage, priority items done first thing in the
morning.
4. Finally, everyday, look in the damn mirror and be honest with yourself…..BE HONEST! Most of us
have created a Bulllsh*&^ story about why we do things, why things are the way they are, and have created a false reality. Are you creating a B.S. Story to be safe? To not have to face the hard crap in life?
Either way, begin to clear out the fairy tales and start being ruthless in honesty.
So there ya have Nerd Fans… Three Steps, if taken, to make dramatic changes in your life.
In Success,
My Note Taking Nerd
P.S. Talk about taking action. Get your but on up to the top of this page.. if not already too late and get the
50 Page Report I’m giving away for free if ya just take 15 minutes of action!
CHA PTE R 2 0
Part 3 – Are You Unconsciously Repelling People? 5 Steps To
Cultivating A Magnetic First Impression
H
ey fellow nerd fans,
Numba 2 back with your next step for how to convey the cool and interesting person you really are without
saying one word.
First, I need to ask you something.
When you stand in a line of people are you comfortable or tense?
While in a crowded area do people give you space or press into you?
Will people bump into you more often than walk around you in public?
If your nervous, have your space imposed on and are nudged in public by strangers it more than likely
you’re gonna love my next suggestion which is…
The Third step to Cultivating a Magnetic First Impression is to take up as much space as you need to feel
relaxed.
This was something I used to never do. Now I couldn’t live without it.
Here’s what I mean when I say take up more space.
Try something real easy, real quick with me.
Stand up and slump your shoulders forward, tilt your head down and take shallow chest breaths.
How does that make you feel?
P ar t 3 – A r e Y o u U n c o n s c i o u s l y R e p e l l i n g …
55
For me it feels constricted and wimpy.
When people see you standing in public with this kind of posture… you unconsciously give ‘em permission
to bump you aside, ignore you and even worse, see you as creepy.
Everyone knows confidence when they see it. This ain’t it.
When you go out into public again notice how many people project this weak body language.
Now stand with your feet shoulder with apart with your weight evenly distributed between your heels and
toes.
From here you should have a tallness to your legs with a slight flex in your knees so your lower body feels
relaxed, yet dynamic.
Next hunch your shoulders up and then let them drop back. This should push your chest out and after
releasing the hunch, your arms should hang naturally at your sides without any signs of tightness.
If your chest is bursting out like a wanna be tough guy you’re doing this wrong.
It’s all about ease.
Hunching your shoulders up and then rolling them back automatically should pull your head up which
should make breathing fully to your belly a lot easier.
How do this feel? I can’t hear what you said but for sure can tell how you look.
You look cool, calm and certain of yourself.
Try this the next time you go out and feel it for yourself. You just might absolutely love it.
If you find yourself feeling tense or nervous in any situation, ask yourself these three questions I learned
from Dan Millman, the author of “The way of the Peaceful Warrior.”
Am I breathing to my belly?
If you aren’t your muscles tighten up and you’ll tend to feel stifled instead of charismatic.
Am I relaxed?
Right now take up more space in your chair, lean back and spread out. Doesn’t that feel comfortable?
Get comfortable by releasing any unnecessary tension in your body.
Am I doing what I’m doing gracefully?
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The Best Of M y No t e T ak i n g N er d ’s B lo g - V o l u m e O n e
Grace is another word for ease. It means you’re letting things flow instead of forcing them. Whatever it is
that your doing ask yourself “How much more gracefully or cooler could I be doing this?”
If you don’t know what it means to move gracefully, maybe you could take a dance class, Tai chi or something that helps you get into your body.
Maybe you could do Yoga like Eben.
Remember, experts agree that physiology accounts for 80-95% of all communication.
So pay attention to what you’re saying with your posture.
Remember to dress to impress, smile big and use what I showed you today and it can pay off with a level of
warm and friendly receptivity from the people you come in contact with like you’ve never experienced.
I’ll see you to tomorrow and we’ll uncover the 4th step to cultivating a magnetic first impression.
Wishing you speedy and spectacular success,
Note Taking Nerd Numba 2
CHA PTE R 2 1
Part 4 - Are You Unconsciously Repelling People? 5 Steps To
Cultivating A Magnetic First Impression
H
ey guys and gals,
Note Taking Numba 2 back again with Part 4 of our conversation on how to avoid giving people a reason to
misjudge us in public.
This one is short, sweet and powerful.
What does your walk communicate to people who see you in public?
More important, how does your walk make you feel about yourself?
I used to walk like a loser. I didn’t want to be noticed so I walked to blend in.
No one ever taught me how by just changing the way you put one foot in front of the other, you can change
how you feel inside and what others feel inside about you.
Actors know this secret. Especially the actors who play powerful roles.
Look at Al Pacino. He stands 5’7”. That’s it. But he walks like he was a Nordic Viking standing 6’7”.
If you remember him in Scent of A Woman he walked with a swagger despite being blind.
He also commanded his space and was always impeccably dressed.
He would not let the world see him as anything less than the bad muthafucker he knew he was.
This is one of the tricks that any military uses to turn kids into warriors ready for battle.
How often do soldiers march in the battlefield?
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They don’t.
Marching is all about drilling into these soldiers minds what walking tall can do for your confidence.
It’s harder to be afraid when you walk tall.
Tony Schwartz talked about this at the Get Altitude seminar.
When Jim Loehr and Tony were studying what helped people perform under pressure they sought out bullfighters.
Pretty stressful occupation right?
Tony said that when they went to bull fighting school the most important lesson aspiring Matadors were
instructed on was their walk.
Walking tall like they were the man. Like they owned the stadium, shit like they owned the bull. Like the
bull was beneath them.
The instructors have learned after 300 plus years of lessons being handed down that how you walk tells your
mind how to perform.
Here’s a few easy steps to take while walking that communicate to the world you’re money.
Slow down. If you’re out at a networking event, at a party or just walking into Starbucks, shift down to a
saunter.
Like you actually want to be seen.
None of that herky jerky slithering through the crowd or apologetic for taking up space tip toeing.
Walk in like you own the joint. Calm, cool and relaxed.
Now while walking slower, practice walking deliberately heel to toe with your shoulders back and head
held high.
Do this and you’ll definitely get someone double takes.
Could how you walk really make a difference in how people treat you?
You’ll never know for yourself until you try.
If it’s good enough for matadors, movie stars and the military it’s good enough for me.
P ar t 4 - A r e Y o u U n c o n s c i o u s l y R e p e l l i n g …
59
As soon as I started walking like a champ I noticed a drastic difference in how people responded. I’m sure
you will too.
If I missed any important tips about this topic, please post a comment so everyone reading this will benefit
from your expertise.
Talk to tomorrow,
Note Taking Nerd Numba 2
CHA PTE R 2 2
Part 5 - Are You Unconsciously Repelling People? 5 Steps To
Cultivating A Magnetic First Impression
H
ey guys and gals,
Note Taking Nerd Numba 2 is back to hand you the 5th and final step to being seen as a person who
deserves respect until you’ve proven otherwise.
Before we dive in I want to recap.
The first step we talked about was Wrapping The Package.
If you look like a million bucks, you’ll feel like a million bucks. Wrong or right, people judge us based on
what we cover our body with. So, why not have it be an amazing first impact you make on someones mind.
The second step was to smile more in public.
Especially when approaching people and when talking over the phone. No one looks forward to engaging
in conversation with a person with a scowl on their face or talking to someone on the phone who sounds
like they just woke up.
Especially if they’re in a happy state of mind because negative energy kills a positive vibe in person or on
the phone.
The Third Step was to take up more space wherever you are.
When you’re tense and feel real nervous in public shrug your shoulders up and then let them drop back.
Your arms should be hanging loose. Not only will this make it easier to breathe deep relaxing breaths but it
will also pull your head up instead of sagging to the floor.
After taken these steps ask yourself these three questions…
P ar t 5 - A r e Y o u U n c o n s c i o u s l y R e p e l l i n g …
61
Am I breathing to my belly?
Am I relaxed?
Am I doing what I’m doing gracefully?
When we stand tall and don’t make herky jerky movements we can be seen as the cool confident person we
really are.
The Fourth Step is to walk slower.
If you asked yourself the three questions above while on the move you’ll be walking like a king or queen.
No more Elmore Fudd plundering about or little mousey “Hope no one notices me” skittering.
Walk like you own the joint and everyone should feel lucky for having the chance to have spotted you in
public.
Or be ignored. It’s up to you.
Our Fifth and Final step to cultivating a magnetic first impression is Tractor beam Eye contact.
If you’ve ever seen the movie “Dumb and Dumber” you’ll remember the scene when Jim Carrey’s is telling
Jeff Lloyd about his first encounter with the red headed woman of his dreams.
He says “Yeah, Harry, she even talked to me.
whrrrrrrrrrrrrrrrrrrrr!”
We had a connection.
It was like a tractor beam
As stupid as Carrey’s character was in this movie he nailed what magnetic eye contact does in an interaction
between two confident people.
It pulls you together like a tractor beam.
How attractive is it when a member of the opposite can spark white hot sexual tension by softly holding
your gaze for a longer than is normal?
But too much eye contact can have the opposite effect.
Too much eye contact can be awkward or communicate you’re trying to punk someone.
What do you say with your peepers?
For a long time I unconsciously was very nervous about eye contact.
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When I finally made the decision to get this handled I started consciously paying attention to what I was
doing with my eyes and how I felt about it.
I remember one of our loyal fans, Tim mentioned a Richard Bandler program where he spoke about manipulating the feelings that come up in your body when you’re anxious.
And Tim, I have that program along with a bunch of other Bandler stuff and I don’t think anyone can go
wrong with his material.
What worked better for me though was Larry Crane’s spin of the Sedona Method where instead of holding
those feelings you open up an imaginary door where they’re churning and let them go.
Release the tension instead of holding it.
One of the exercises he has you go through is to look yourself in the eyes in the mirror and release whatever
feelings come up.
When I first did this my first reaction was to look away within seconds of doing it. Why?
It’s just me. I was scared of looking myself in the eye.
Until I sought out resources to help me battle this, I suffered through the embarrassment of never coming
across to potential business partners…friends and lovers as who I really was at my core.
How did I fix this?
Here’s three solid suggestions my dad or mom never taught me that would’ve helped me avoid presenting
myself as a chump.
One of the first steps you can take is to get comfortable looking yourself in the eye.
I practice this daily by holding eye contact with myself while flossing and brushing my teeth.
I used to floss and brush in the shower and really regretted giving that up but it was for the greater good.
This started out being tough but got easier and easier as I kept doing and releasing whatever tension started
rolling inside.
The second suggestion I got was from Eben Pagan in his dating stuff. He knows eye contact is huge
problem for guys who are afraid to approach women.
So, he has guys go through the exercise of going to the mall or store and holding eye contact with women
until they look away.
Part 5 - Are You Unconsciously Repelling…
63
Any women young or old.
Now this doesn’t mean turning on the Manson Lamps and leering.
Just softly hold eye contact and you’ll start rooting out confident women and not so confident women.
Doing this was an amazing confidence booster for me.
The last suggestion is the 5 second triangle rule.
If you look into someones eyes too long it gets weird right?
So practice going from one eye to the other for 5 seconds and break by looking down at their mouth.
You can also look to the side if you want to break eye contact so you avoid looking at the ground and
seeming nervous.
That’s it. I’ll see you tomorrow and please post any other suggestions for the community of things that have
worked for you.
Wishing you speedy and spectacular success,
Notetaking Nerd Numba 2
CHA PTE R 2 3
Three Time Frames That Will Transform You For Better or Worse!
I
’m inspired.
Yep, feelin’ pretty, …..pretty, damn good today.
Bout to head out the door and watch one of my young friends, i’m mentoring, play his accordion in a Mexican Band. Should be interesting!
Speaking of this. There is nothing more rewarding then giving back what you have learned in life. So if you
learn something from these reports please share it and help others.
By the way… give Note Taking Nerd2 a holla at his post. I’m pretty sure he’s lonely as I haven’t seen him
for a week. He’s about 10 feet away in the other room but not a peep. I put one of those doctor doo hickeys
up to the door the other night just to see if there were signs of life. I heard a few mumbles and was relieved
he hadn’t took off for the Himalaya’s to hide out in a cave or something.
Anyway, I just extended the offer for him to head out the door to the Mexican Fiesta with me and he
silently responded; “Will there be other Humans there?” I said “yes” and he hasn’t answered yet so i’ll let
you know how that goes.
ohhh….. I was listening to Eben Pagan talk last night and got a Nugget I gotta share with ya.
I mean this is some Grade A, Corn Fed, Super Steroid Injected Stuff!
Don’t miss this..
Eben was talking about the Three Time Frames. I’ve since put these words on the front banner of my
phone for constant reminder.
I’m not saying that now would be a good time to make a post it note, poster, or other reminder for yourself,
as you probably wouldn’t want to do that.
Three Time Frames That Will Transform…
65
Eben say’s, that whenever we are eating or doing anything, you need to think consciously about these three
things.
First is Why am I Doing This? Are you doing it for?
1.
2. For Instant Pleasure. This could be eating a Big Mac instead of a healthy salad, laying down instead of
going for a walk, reading mindless crap instead of feeding your mind, etc…
3. For Entertainment. Now this isn’t necessarily bad if you don’t over do it. This could be rewarding yourself with a Meal after a hard fought week, going to a movie with friends, reading a mindless work of
fiction, or anything else as long as you think in terms of balance.
4. For Health or Long Term Benefit. This is planning, working on goals, reading & listening to Nerd
kinda stuff, eating a salad or yummy bowl of raw broccoli, exercising, ….anything that serves you and
your goals long term.
So begin to ask yourself “why” you are doing things. This is some simple, yet powerful, stuff guys.
Next is the Three Time Frames and There Effect On Your Life!
1.
2. The Now Time Frame. This is when you eat something because it’s pleasurable now. You do something
because it’s pleasurable now. The sad part about life is that we all know that instant pleasure rarely
relates to something that’s good for us long term.
3. Next is the 2 - 3 hour time frame. This is how the Food you are eating will make you feel for the next
few hours or if you are focusing on tasks tied to goals which will inspire, build momentum, and push
you to more productive days and achievement.
4. Finally, there is the long term time frame. This is accepting 4’s and 5’s, in the form of pleasure, (food,
exercise) RIGHT NOW in exchange for the 10 it will give you long term in the form of Energy, Happiness, Joy, Passion, and Self Esteem.
So on my phone i have these words.
Now? Next 3 Hours? Life? - A constant reminder to help me in my quest to be the King of Nerd Land
Alright ladies and gentleman let’s create a NERD REVOLUTION!
Spread the word.
In Success,
My Note Taking Nerd #1
CHA PTE R 2 4
The 66 Questions That Will Catapult Your Business To New
Heights
“He Who Knows Most About People Who Are Likely To Want What He Has To Offer, and Have
Money To Buy It, Wins”
Ancient Chinese Proverb
Hey Nerds and Nerdettes,
Numba 2 is back but not with part 4 of our “Cultivating a Magnetic First Impression” conversation.
I’ve been meaning to write to you about today’s topic all week but I let myself get sidetracked. Today I
finally wrestled it down to mat and have a mighty concept for helping you get a leg up on your competition.
Don’t forget to download the PDF at the bottom of this post.
Have you ever known someone who was slicker than Vaseline when it came to sparking up conversation
with strangers?
I have.
He was a person I worked with while telemarketing. This guy was cold calling rushed business owners and
busting open dialogue with them and their secretary’s that amazed me.
I, on the other hand was always stuck for something to talk about outside of my script. If I ever strayed from
my blankie I’d bumble and stammer like an idiot.
Although he was a great conversationalist, he wasn’t genuinely interested in knowing about the prospects.
He just wanted to be seen as a friend, get their money and go get high with it.
T h e 66 Q u e s t i o n s T h a t W i l l C a t a p u l t Y o u r …
67
So while I admired his ability to schmooze, I recognized that’s all it was. Schmoozing. Just saying enough
to get what he wanted and when he did, he was gone. This guy could talk himself out anything.
This is how finely tuned his mouthpiece was. He was missing both of his front teeth, was fat and had a bird
nose and he still always had women clinging to him, buying him clothes, letting him live with them, pretty
much taking care of his every need.
And here I was a pretty boy and was struggling to get a girlfriend.
I didn’t get then. I do now. His certainty is what conveyed confidence over the phone and to his women.
He was what you’d call a smooth talker, but not a smooth doer. He told a lot of lies that he was always
trying to cover up. This was something I was raised not to do. And I always resented it.
Part of it was the belief my dad drilled into me as child that went “Never trust anyone who talks faster than
you.”
I know now that everyone who can talk a good game isn’t out to get me but I still keep my eyes wide open
when I encounter it.
If you’ve ever been stuck for stuff to talk about with clients to build rapport with business connections
this post is for you. It could even help the shyest person on the planet.
I wish I would have had it back in my cold calling days.
And if you can’t use this build a profitable sales letter, sales presentation or polite conversation with a prospect or customer… nothing will and should pack up your tent and move on to another career. Maybe one
where you only interact with machines.
I picked up this Intelligence report from Harvey Mackay’s book “SWIM WITH THE SHARKS Without
Being Eaten Alive. It’s his famous “Mackay 66” that he makes sure his staff finds answers to.
You can rest assured your competitors either don’t know about this or are too damn lazy to implement it
into their bidness.
Protect the answers to these questions with your life and study them as carefully as you did so you could get
your very first license to drive.
Knowing these details about your clients and customers is your license to drive your sales through the
roof.
Now I proudly present to you the…
Mackay Envelope Company
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The Best Of M y No t e T ak in g N e r d’ s Bl o g - V o lu m e O n e
66-Question Customer Profile
mackay-66 PDF
CHA PTE R 2 5
Do You Use The Blunt Force Trauma Of A Jackhammer To Sell?
I
f You Missed Part One Go Here
Hey You,
Note Taking Nerd Numba 2 back at you with the conclusion to how to use the “Mackay 66” to put yourself
at the top of the mind of anyone you do business with.
Maybe you’ve seen it, maybe you haven’t but in the NBC T.V. series, The Office there’s a character named
Dwight Schrute on it.
He’s a paper salesman and he’s the biggest asshole in the office. In one episode he’s quits and is trying to
get hired at the competing paper companies.
During one of his interviews, he claims one of his outstanding features is that he’s relentless when it comes
to pursuing a yes. No play time. No being buddy buddy. He tells the potential employeer that he is a JACK
HAMMER.
Do you like to buy from some guy who’s just looking to churn and burn through prospects so he can be
the winner of the office’s sales contest?
I don’t either.
When you and I use our “Mackay 66” list we’ll never be seen as a “Dwight Schrute.”
Remember we all love talking about the most important person on the planet, ourselves.
Just as long as we don’t come across like we’re interrogating them.
When I was working in Los Angeles I was doing business with a man who graduated from the USC, (University of Southern California for my abroad friends) in April of 1992.
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So, in our first conversation he brings up this fact, and after he did I noted this in his file.
If you’re familiar with L.A. you know USC is a pearl right smack in the middle of the one of the roughest
neighborhoods in the United States.
Somehow I worked USC into our conversation when I called him a year later and he ends up telling me the
story of how the Rodney King Riots were in full swing on the day he was to graduate.
People burning buildings down right down the street from the campus. Holy shit!
Well Riot or no riot, this graduation ceremony would not be stopped. USC used some of it’s high dollar
pull and actually had the National Guard Army protecting the campus.
What was hilarious was him telling me about the picture he had on his wall of him, his father, his mother,
his teeny Italian grandmother… and a soldier in full battle gear with his M-16 Rifle grandma pulled into the
pic.
We had a belly laugh together about this and talking business was soooo much smoother in this state of
mind.
And it all came from a note I made about his life.
Harvey Mackay is world famous for his finding out details about people he wants to do business with.
Clayton Makepeace brought him to speak at his first Power Summit. Note Taking Nerd Number 1 was
there and he told me the story of how Harvey had access to the list of the attendees and plucked out the
name of a man who owned a big mail order business.
You see, just in case you don’t know what Harvey’s business is, he sells envelopes. So this was a guy who he
knew he’d like to business with.
So as Harvey’s chugging along in his speech he gets to this “Mackay 66” concept and he finds the guy in the
crowd and starts telling his life story.
Where he was born… where he went to elementary school… what sports he played in junior high… when
he got married… what his first dog’s name was… at what age he stopped wetting the bed… and even more.
He was bringing up facts you don’t find in public records.
Check this out.
Note Taking Nerd 1 happened to be sitting next to this guy and he could see he was paralyzed with astonishment. Note Taking Nerd 1 asked him if what Harvey was saying was right and he said “Oh yeah and I
don’t know how in the hell he knows it.”
D o Yo u U s e T h e B l u n t F o r c e T r a u m a O f A …
71
I don’t know if Harvey ended up getting that account that weekend but I sure do know the recipient of his
due diligence was thoroughly impressed.
How can you use the “Mackay 66” to make selling easier for you and how can you get started on this
quest today?
Here’s a short list of where to finding answers to the questions…
Customers
Suppliers
Banks
Internal data base
Colleagues
Conventional media
Internet - Google
General Press
Financial Press
Trade Press
Trade Association
Special Reports
Assistants
Receptionists
Local Newspapers
Wall Street Journal
The New York Times
You want to constantly be on the hunt for information that’s valuable or relates to your top 20 customers.
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Because of the moving parade of life we need to be updating our “Mackay 66” list on a steady basis. And
with the private information revealed on these forms make sure they stored in a secure place.
Please feel free to share with everyone here, any additional places or ways to find answers to these questions
on the “Mackay 66” list.
Use this and you’ll be guaranteeing yourself smoother selling interactions.
Imagine, no more impersonal, stilted and dull interactions with your clients, customers and prospects.
Remember, you’d rather give your money to a friend rather some robot any day of the week. Let people
you do business with feel like they’re doing the same.
Wishing you speedy and spectacular success,
Note taking Numba 2
Part One is Here
CHA PTE R 2 6
The Secret To Taking Your Business From Where You Are To
Where You Want To BE!
Download This Report Right Now!
You might be thinking. “Hey Nerd, don’t tell me what to do”
Look .. I’ve busted my but to Gift you guys some of the best information available.
This Report I’m giving away today is THE best book and program available to provide a structure and
system for your business that will enable you to grow easily, effortlessly, and consitently.
THE BOOK IS “MASTERING THE ROCKEFELLER HABITS”
Learn:
•
• Core Ideology—bring core values and purpose alive to energize your employees and simplify human
resource systems
•
• Annual and Quarterly Focus—discover the most critical short-term decisions an executive team can
make to drive alignment and performance
•
• Rockefeller Habits Checklist—adopt 10 habits that will reduce the weekly executive time needed for
managing the business from 50 hours to under 15
•
• Meeting Rhythm—establish daily, weekly, monthly, quarterly, and annual meeting rhythms and create
the specific agendas that make them effective
•
• Metrics—drive your business on a daily and weekly basis using three metrics
•
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The Best O f M y Not e T ak i n g N er d ’s B lo g - V o l u m e O n e
• Themes and Priorities—identify period-specific themes and use them to make your priorities memorable while adding energy and focus to the organization
•
Mastering The Rockefeller Habits PDF
Rockefeller Habits Checklist PDF
CHA PTE R 2 7
The Exact Wrong Way To Write An Email That Sells And How Rush
Limbaugh Can Teach You The Right Way To Do It
H
ey didly do,
Why do the stupid behemoth corporate companies think this kind of email I rummaged out of my spam
box would sell anything?
Here’s copy from one of these more money than sense corporations exactly as it was seen in my browser:
Help protect your family with a Prudential Financial Company
Term life insurance policies are issued by Pruco Life Insureance Company except in New Jersey and New
York, where it is issued by Pruco Life Insurance Company of New Jersey. Both are Prudential Financial
companies and located in Newark, NJ. The Credo Group is not affiliated with Prudential Financial. Each is
solely responsible for it’s own financial condition and contractual obligations.
Visit prudential.com for more information.
Huh?
This robotronic disclaimer is supposed to inspire me to give you my money?
What I’m about to share with you today will can help you write emails that sell instead of repel.
Contrast the above email with this one.
Hey Pei:
You can get more fight tips right now at…
http://www.trsdirect.com/fightguide/cde-day03.html
This is where we really get into some “meat and potatoes”.
You’ll discover how to deal with fear and avoid “brain freeze”,
(there’s a very easy to learn and simple technique you can
learn, so you don’t want to miss this).
I also have a special lesson from Gabe Garcia — a guy who
became one of East LA’s most feared and respected street
fighters. When it comes to surviving the streets and winning,
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this guy knows the ropes better than just about anyone. It’s not
pretty, but you’ll want to hear what Gabe’s got to say at:
http://www.hypertracker.com/go/ohpdirect/MS199/
Til next time…
Dr. Russ Horine
Prez, TRSdirect.com
Oh, and Pei, if you haven’t got the “Ultimate Guide To
Fighting And Winning” in book form, you can get it now at:
http://www.trsdirect.com/goto/pdf08.html
But hurry… the above links all go dead in just 24 hours.chat with people. you write emails to bring people
to your site are they
This comes from one of John Carlton’s favorite clients TRS Direct. I don’t know if John wrote the email but
I do know that if I’m interested in beating the shit out of people who want to do harm to me or my family
this would grab my attention.
Especially the part about avoiding “brain freeze” when the doo-doo hits the fan.
The lesson: Write emails like you talk. Write sales letters like you talk. Not like you write. Like you
talk. This is why reading your copy out loud isolates all the unnecessary or misplaced words in you letters.
Read the TRS email copy again and see how smoothly it flows. No big words, No unnecessary text and most
importantly no bore.
This email also promises you’ll be going on a mini-adventure when you click because you’re going to hear
the story of one of East LA’s most feared and respected street fighters story.
You, I and everyone breathing loves stories. Can’t get enough of them. No matter how sophisticated your
crowd is, fascinating stories will keep them interested in what you have to say.
When you dress your copy up like a sheep it won’t be seen as a wolf and spark a panic in the herd.
What Rush Limbaugh can teach you about writing kick ass emails. During Rush’s radio talk show
nothing is scripted. The whole show is just you and him having a conversation about how the nations going
to hell in a hand basket now that the democrats are in total control.
Rush Limbaugh keeps his fans loyal by letting them in on the stories of his superstar lifestyle.
Newscasters are easily replaceable. Rush ain’t. If Rush just got on the show and simply stated factoid after
factoid he’d have been off the air long ago. But he’s the king because he’s got stories to tell and opinions he
isn’t afraid to put out there.
The Exact Wrong Way To Write An Email…
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I don’t listen to talk radio but I don’t have to. I just transfer what’s working over there into what I’m doing
here and it works like gangbusters. You can do the same.
Do your emails express your personality or are they as lifeless and cold as Prudential’s?
As soon as an email like the Prudential one at the top of this post hits my box, I can’t click delete fast
enough.
Does your email copy send people bolting for the exit or does it suck people in like the scent of the cookie
stores in the mall?
Be nice to your prospects, customers, and clients. Write like you talk in a conversational tone and make it
easy on yourself by telling tight concise stories to make your selling points.
I’ll talk to again tomorrow,
Note Taking Nerd Numba 2
P.S. If you’re one of the sharp pencils following this blog, please share any resources you’ve come across
that helped transform your copy from just the facts… into an action packed journey people love to let
themselves dive into.
CHA PTE R 2 8
You Don’t Get This Right You’re Screwed!
I
have a personal confession to make and a bold promise.
The confession is too come. I promise that if you read on you’ll learn what you need to do to reach your
goals and the potential you’ve always known you have.
And I promise I’ll give you a front of the line pass to receiving all the tools necessary to take your life from
where you are to where you want to be. So take 7 - 9 minutes right now and read every word in this letter.
Also Nerd Fans. If your life is perfect and things are going exactly as planned. Don’t read this.
If you’re interested in knowing the difference between your true potential and why you’re not achieving it
then read on.
My confession? I sucked at Goal Achievement for the most part of my life.
Yet I’ve read well over 1,000 books in my life.
I’ve listened to just about every damn High End Guru program there is.
I’ve spent tens of thousands of dollars to attend the Very Best seminars available on building business.
I’ve walked across fire with Anthony Robbins and Meditated with Wayne Dyer.
I’ve done it all. Literally.
Now don’t get me wrong. I’ve cruised the world, seen the sights, had nice things, and achieved much.
Yet, in the end, i’ve crapped away half my life, not doing the things I should have.
Maybe you’ve been where I’ve been, maybe not.
You Don’t Get This Right You’re Screwed!
79
Maybe you’ve sat, by yourself, asking how? why? What the f*&^?
You know you’re ten times smarter then the Dumbass that’s ten times more successful then you at the office
or down the street.
You listen to some of these mumbled, make no sense at all speakers and think to yourself how in the world
did this guy become so successful?
Me to.
I began to believe shit might be pre - ordained. What a joke, of a thought, that was.
Once I let go of all my B.S. (Belief Systems) about the past and why I wasn’t where I wanted to be.. things
began and continue to change dramatically for me.
I’m attracting things into my life at Warp Speed.
What’s the One Secret?
It’s so damn simple, yet it’s why i’ve chosen to spend so much time on this very topic here on this blog.
I care about you guys. I want to see you achieve. I want to think I can make a difference in somebodies life.
Here it is…..(Drum Roll)…..
WORK HARDER ON YOURSELF THEN YOU DO ON YOUR BUSINESS OR ANYTHING ELSE.
Yep.
The Inner Game is where all the juice is at. All the reward comes from this one thing.
Until I’ve began to work on my beliefs, values, goals, and then work on the strategies to actually make those
things real in my life… well…. the 1,000 books, the seminars, etc.. meant nadda.
Without the ability to put into action the knowledge you learn it’s useless.
But here’s the exciting part.
Once you understand WHAT to work on things begin to change dramatically.
It’s like time stands still for a minute and all the stuff you wanted catches up to ya.
So here is the deal.
I’m going to be holding a tele -conference in about 7 - 10 days.
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A short while back i posted a poll to have you guys share with me what you wanted me to share.
I got some feedback.
Guess What. The Number one thing that most wanted was the Inner Game Strategies of the Guru’s.
During this call I’m going to go Deep into the Inner Game Strategies.
I’m going to share exactly what I’m doing that I learned from the Masters. The guys making shit happen.
Not only am I going to share tactics but I’m going to give you the exact blueprints for my Goals. The exact
sheet I use to achieve Mastery in anything.
My promise to you is this.
You join me on this call.
At the end of the call if you don’t think I’ve given you 50 times more then the ridiculous price I’m letting
you on for then email me .. don’t explain yourself, and ask for your money back.
Not only will I give your money back but I’ll give you Twice your money back.
Yep, that’s how positive I am that I’ll deliver the goods.
So here is the deal.
I can’t give you the MindMap of the Call, the recording, or the Report because I’m only giving that to the
people who fill out the poll.
However, you will receive the exact blueprint for creating Ideal Goals. The exact blueprint for achieving
mastery in anything you do. The exact sheet I use everyday to monitor that I’m doing the “Right” stuff. And
I’m gonna throw in a bunch of extra tools for you to use.
This is not crap I’ve made up. This is the Best of the Best from the Guru’s. What they are using in their
lives to achieve all the things most think impossible.
Remember, this is just part of what I’ll be teaching.
1.
2. I’m also going to share with you the Best Strategies for Time Management and Productivity the
Guru’s use everyday.
3. And the Best Offline and Online Strategies for building a wildly successful business.
4. Next, I’m going to throw in, as a bonus, the simplest way to systematize your business.
You Don’t Get This Right You’re Screwed!
81
Look. You can go to Five different seminars to learn this stuff and literally spend $2,000, $3,000, $10,000
and you might not get what I’m going to share with you.
Not only that but sticking to my Report Theory and why I do this. I’ll cut through the fluff. I’ll get right to
the meat. You will learn more in the Two - Three Hours we spend together then you get at some entire
weekend seminars.
Don’t worry. I won’t be up-selling you into nothing. No selling here. Just the goods.
What will I charge. Well initially it was going to be $39.95.
After looking at the amazing curriculum I’ve set up. No Way!!
It’s going to be $59.99 and that’s almost embarrassing for what I’m giving away.
But if you send me an email right now to [email protected] and just put Front of the Line in
the subject line. You’ll qualify to get this Tele-Seminar for $24.95. Yep less then Half the price I’ll charge
others.
However, you only have 48 hours to do this.
Remember, I’ll give you the best of the best strategies and provide, as a bonus, the exact tools I use to make
things happen.
Send me an email right now and get on the Front of the Line list.
This does not mean you HAVE to send me the ridiculous price of admission. It just means you’ll qualify for
a more then 60% discount.
Alright Nerd Fans… that’s it.
Now get of your butt and start working on yourself harder then anything else and watch the amazing transformation.
In Success,
My Note Taking Nerd
P.S. To qualify to receive the Inner Game Strategies of the Guru’s, The Best 11 Offline and Online Strategies
to Catapult Your Business to New Levels, and Time and Productivity Secrets of the Guru’s email me right
now at [email protected] and put Front of the Line in the subject line.
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Th e Best Of M y No t e T ak i n g N er d ’s B lo g - V o l u m e O n e
Pss You Risk Nothing. And if you just want to make a buck. Get on the list, listen to the call and tell me I
suck. I’ll send you twice what you paid back. My partner thinks I’m an idiot. I don’t. I know I’m going to hit
a home run. I know what this can do for you. Email now and get on the Front of the Line list.
Enjoy your day.
CHA PTE R 2 9
Are You A Wussy When It Comes To Asking For The Sale?
B
eautiful day today.
Just got my middle aged, overweight butt in from a light boxing workout, followed by 16 minutes of High
Intensity, Heart Pumping, aerobic exercise on the bike, and a Full Body-Weight Workout.
I gotta tell ya .. I was dreading heading out the door but I managed to do it and i’m a better person for doing
so.
I tell ya those first steps in just about everything seem to always be hard.
BUT
Once we get going it seems as though it gets easier and easier.
It’s a lot like selling.
The thought of doing it seems daunting at times but the more confident we get and the more we “DO’ it,
the easier it becomes.
So today, to help you overcome any Wussiness you might have with selling, I’m pulling some old notes I
took on an older sales book and ONE really Kick Ass new book that just came out.
So enjoy Nerd Fans.
Consultative Closing PDF - Simple Steps That Build Relationships
Yes! 50 Persuasion Tactics PDF - Robert Cialdini
CHA PTE R 3 0
Can You Craft A Solid Sales Letter Without A Swipe File?
H
ey fellow fan of the Nerd duo,
Note Taking Nerd Numba 2 back again with the key to every sales letters success.
One thing I started doing years ago but never finished was putting together a swipe file that was broken
down by the different components of a proven sales letters.
I have files that are full of just P.S.’s. Another For Bullets. Another for Opening Paragraphs.
I don’t use it. I’m little different from other writers and I’m probably a little slower for it.
I know Lorrie Morgan Ferrero recommends you warm yourself for writing by going and reading hot promotions.
She says it primes you and gets your mind in a selling mode.
This is an awesome idea. I know if I do this my mind definitely starts raring. My only fear is my mind
copying what I’ve just looked at.
I know writing goes faster if you swipe concepts. I could short cut my writing process by 2/3 if I did it. It’s
really easy for me to do this but I don’t want to be the same as everyone else.
I pride myself on coming with a fresh angle especially if I’m going to a market that’s really hip to all the
classic formulaic headlines…
“They all laughed when…
“What doctors do when they feel rotten…
“Give me 10 days and I’ll…
Can You Craft A Solid Sales Letter Without…
85
If you’re new to writing sales letters you should swipe. This is what builds a neural pathway in your mind
to know what a good sales pitch is.
As original as I think I might be coming I know all the classic headlines are stuck somewhere in the back of
my mind and I use hybrids of them.
And if you’re in a virgin market and you’re clients and prospects have never been exposed to these old
school tried and true formulas, knock it out of the park.
The classics even work on people who know you’re just copying. What works, works and that’s all that
matters.
More important to me than focusing on pick up lines is focusing on fitting into my letter the hardcore
structure of a winning argument.
Here’s the one I use that I got from Clayton Makepeace…
He calls them the 8 preliminary sales he has to make before the phone rings
or the check gets mailed.
They are …
1. The ATTENTION sale: I’ll have to sell my prospect on looking at my ad, direct mail piece or listening
to my TV or radio spot.
2. The READERSHIP sale: I’ll have to sell my prospect on reading what I have to say, and then, on continuing to read.
3. The BENEFIT sale: I’ll have to give my reader every single reason why he should buy: Every benefit
he’ll get, every fear that will be assuaged, every desire that will be fulfilled.
4. The CREDIBILITY sale: I’ll have to convince my prospect that my product really will deliver the
promised benefits.
5. The VALUE sale: I’ll have to convince him that the price I’m asking in return for doing all these
things for him is a pittance - hardly worth thinking about.
6. The SAFETY sale: I’ll have to convince him that there is no downside to accepting my generous offer.
7. The CONVENIENCE sale: I’ll have to sell him on how simple and convenient ordering my product is.
8. The “DO IT NOW” sale: I’ll have to convince my prospect that acting now is more than just “in his
best interest” - is absolutely, positively the single most important thing he could do today.
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The Best Of M y No t e T ak i n g N er d ’s B lo g - V o l u m e O n e
I can start a letter with nothing but this check list and no product and actually be snug as bug in a rug. It
helps to have the product but I don’t have to have it to start.
Ted Nicholas says you should write the salesletter for an info product before you ever produce it.
His thinking is that if your idea isn’t any good you’ll find out quick because you’ll be stuck for how to sell it.
And if the idea is hot you’ll come up with an amazing promotion.
This promotion then serves as the outline for your info product. All you’ve gotta do is follow it and you’re
on the way to a blockbuster success.
Using a swipe file is definitely faster than starting with a blank slate. And if you’re not concerned with
making a name for yourself as a copywriter go full steam ahead. No one at the bank is gonna ask you how
original the copy was that brought in the money you’re depositing.
If you’re swipe file is flimsy just focusing on these key sales you have to make can carry you a long way.
Wishing you speedy and spectacular success,
Note Taking Nerd Numba 2
CHA PTE R 3 1
The Best Way I’ve Found To Spike My Energy When I Write
H
ey Guys And Gals,
What do you do to beat writer’s block when you sit down to write an ad, or an information product, or a
newsletter, or blog post?
Do you ram up against it?
Do you write every day?
What I found to help me was to script my day and schedule in time where I was locked into writing.
When you’re sitting in front of computer at the assigned time what’s next?
Eugene Schwartz talked about setting up a digital timer and punching into it 33:33 and then not letting
himself move from in front of the computer until the timer had gone off.
He told himself he didn’t have to write but he couldn’t do anything else for that block of time.
Eben’s Wake Up Productive system promotes 50 minute chunks. I’ve explored both and I’ve found the
circadian rhythm factor in Eben’s system keeps me sharp because in his system you’re keeping your blood
sugar from crashing which makes you worthless.
And you’re giving your mind a rest by disconnecting every 50 minutes.
If you haven’t read your Wake Up Productive report yet, try doing this.
Focus on one project for 50 minutes, then take a ten minute break. Crank on another for another 50
minutes and then take a 30 minute break to eat and rest.
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One thing that will really help is eating light and having your food already prepared so you don’t end up
spending the whole 30 minutes cooking and cleaning up.
For me a hand full of almonds or cashews or broccoli has sent me back to computer rarin’ to go.
I don’t ever end up crashing when I do this. I used to eat till I way over full and would get drowsy about a
half an hour later. You know the Thanksgiving dinner syndrome.
Ever since I’ve stuck to this plan I haven’t taken a nap.
I used to plan like 45 minutes to an hour into my day for a nap.
I had hypnotized myself into believing I couldn’t function without one.
On this plan the closest I get to a nap is laying back and resting for maybe 20 minutes. I don’t knock out
but I do get relaxed. If my timer goes off and I’ve started going out I awaken fast, not all groggy and pissed
off.
There were plenty of times I turned my timer off and said I was just gonna lay there for a sec and I’d wake
up and it be night time. I’d usually feel like like shit because I woke up in the middle of sleep cycle and I
had slept when I needed to be working.
If you write I can’t recommend this process highly enough. It’s been amazing for me.
Try it out and let me what you think. Also tell me if you’ve been doing the 50/50/30’s already and how
they’ve been working out.
Wishing you speedy and spectacular success,
Note Taking Nerd Numba 2
CHA PTE R 3 2
Do Your Paragraphs Have Race Car Momentum Or Are They
Clunkers?
H
ey guys and gals,
Numba 2 here with a question.
Why are we as a society so fascinated with the number 3?
Look at all these examples where the number three is a recurring theme…
3 Greek Gods: Zeus-Air, Poseidon-Water, Hades-Earth
The Holy Trinity: The Father, the Son and the Holy Spirit
Witness Stand Truths: The Truth, The Whole Truth and Nothing But the Truth.
3 divisions of school: Elementary, Middle school, High school
On the count of three, everybody pull! Why not on the count of four?
The Three Stooges: Larry, Moe and Curly.
Three blind mice
The Three Musketeers
Traffic lights
And too many other examples to notes here.
Can you see how we are trained to love the cadence of three?
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So one thing you want to pay attention to when you craft any kind of sentence or paragraph is not hitting
the pause button in someones mind while trying to get your point across.
One definite way to halt someone from reading your copy is to have run on marathon sentences in your
copy.
Look at this. I pulled it from the world famous chef, Emeril’s cooking website…
Emerilware
PRO-CLAD
Tri-Ply Bonded
Cookware
Take your cooking to the next NOTCH!
Features an aluminum core bonded
between two layers of stainless steel for
optimal heat conductivity and
oven-safe performance up to 550 degrees.
This for me is a clunky paragraph. The “Features an aluminum core bonded” part froze me and had to read
the paragraph and then re-read to make sure I got it.
How can you use the power of three to make this paragraph more powerful?
Here’s what I came up with…
Tri-Ply Bonded Cookware has an aluminum core, secured in between two layers of stainless steel. This
makes sure you get even heat distribution while cooking. Which means less stirring, less time cooking and
food that is always cooked all the way through.
Your Tri-Ply Bonded cookware is also oven-safe up to a scorching 550 degrees. Now you can use less pans
to cook, which means less time cleaning up and ultimately means more time enjoying the company of
people you cook for.
Using these professional chef tools will definitely kick your cooking experience up a notch by ensuring your
meals are prepared faster, and that taste exactly the way they are meant to which means you’ll get rave
reviews for your efforts almost every time you cook.
D o Yo u r P a r a g r a p h s H a v e R a c e C a r M o m e n t u m …
91
Same pans. Same features. Different experience.
Can you see how the power of three used in these paragraphs and sentences carry you through the copy on
a wave of momentum. They build to a climax.
Using the power of three also comes in handy when your explaining the self-serving benefit your product
will bring to your prospect.
Like the last paragraph of my copy above. Emeril’s copywriter just says you can “Take your cooking to the
next NOTCH!” This is just a claim. A pretty lame claim at that.
Why will it take my cooking to the next notch? Even that expression, “the next notch doesn’t rub me right.
In my last paragraph I subtly added the word up to the sentence like Emeril actually does in his show. I
linked to the familiar so I don’t de-rail my reader.
I also tell you why it’s going to go up…by ensuring your meals are prepared faster and that they taste exactly
the way they are meant to which means you’ll get rave reviews for your efforts almost every time you cook.
Use the Power of Three in your sentences and your copy will speedily bring people to the conclusion of
whether or not you’re product is right for them or not.
Wishing you speedy and spectacular success,
Note Taking Nerd Numba 2
CHA PTE R 3 3
The One Skill You Must Learn To Succeed In This Recession Or
You Can Just Get Your Place IN Line At The Soup Kitchen Today!
K
ing Nerd (in my mind) here with VERY BAD NEWS!
Look we are in uncharted territory here. In case you’ve been sleep walking the last couple of months or live
in some fairy tale you’ve created to make yourself feel better.
We are not in bad times or a slight depression. This economy is looking more and more like a full on
depression day after day.
Look… Nerd Fan’s. I don’t have a chrystal ball.
I can’t say for sure things will stay this way for any period of time or if I’m 100% certain this isn’t going
away but part of what I’ve been studying over these last 2 1/2 decades is what makes the economy tick and
right now from what I see…. the economic “Heart” has had a heart attack and is about to stop ticking.
Give me a second and I’ll tell you what you’ve got to do to make sure you don’t end up at the local Soup
Kitchen and Five N’ Dime store with your family asking for help.
Home sales are DEAD, retail is drying up, the B.S. Bailout won’t work, credit is gone, and people are scrambling to find their last “creative” strategy to pay the bills and buy one last shiny object before it all comes to
an end.
So here’s the deal.
You can be a victim and cry like a two year old that just got candy taken from them or you can learn the
ONE thing you’ve got to do to survive.
What is the One Thing? As always it’s not a new word, secret sauce, or golden key. It’s as old as that old Oak
Tree you’ve seen since you were drooling and running around in diapers.
The One Skill You Must Learn To Succeed…
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YOU’VE GOT TO BE RUTHLESS IN YOUR FOLLOW UP!
Getting clients right now is going to be like pulling teeth.
Who’s going to get them? The businesses that try the hardest. Simple as that. Gaining and Keeping customers has never been so important.
Here is the Secret Map on how to capture your prospects, gain their trust, put a Prison Style wall
around them, throw away the key, and gain their trust so they have blinders to the competition.
Create a capture device that is so compelling they can’t say no. This could be your landing page, what you
offer in your direct mail pieces, or the first thing you say face to face.
•
• The Free Line is working right now and will continue to work in the near future. So find a part, and it’s
gotta be good, of what you sale that you can Gift your prospective clients. I’ll be discussing this in detail
on my “33 strategies” call on December 2nd.
•
• Next create a System of Relentless Follow Up. I’m not talking a monthly newsletter. Use Auto-Responders, blogging, direct mail, telephone contact, face to face interaction, faxing, etc…
•
• Be brutal in the questioning of your clients. Know the answer to these questions:
•
Are they ready to buy now?
If not when will they be ready to buy, specifically?
What do they want from you that would move them closer to the purchase date?
7 other questions I’ll share on the “33 strategies” phone call.
•
• Next… Segment your list into Hot (buying now or in the next week), Green (will buy at a specific date in
the near future, Info’s (no commitment from them, they need more..), and Dead (move these guys off the
list. they just aren’t responding or won’t interact with you).
•
• Finally Relentlessly focus on moving these groups closer to the sale or onto the next one.
•
Alright Nerd Fan’s. I could go on for 12 more segments on this one topic. I hope you get my point.
You absolutely, must be relentless in your follow up with your prospects and clients and give them what
they want.
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Become so damn valuable they just wouldn’t think about going anywhere else. Be the Guru in your area for
them.
So with that here’s my Shameless Pitch of the day.
If you want to know in detail, exactly how the Guru’s are going to prosper in the coming economic collapse
and want to ensure that you and your family can and will survive then….
CLICK HERE FOR THE “33 STRATEGIES THE GURU’S DON’T WANT YOU TO KNOW” TELE-SEMINAR!
I’m offering a Ridiculously Low Price and a Double Your Money Back Guarantee.
Hey I’ve been working on this “33 Strategies” seminar for awhile as the picture on the right shows. I’m
doing the work so you don’t have to. Wheeeewwww this has been a lot of work.
With all the Gloom and Doom I’ve just poured on ya…
Hey go have a wonderful and Bright day.
Love Ya Nerd Fan’s
Chief Nerd of the My Note Taking Nerd Clan
CHA PTE R 3 4
“The Top Ten Mistakes You Are Probably Making In Business And
What To Do About It…Part One”
H
ere Are The Top Ten Reasons Most Businesses Fail And How To Make Sure You Avoid Every One Of
These Deadly Common Mistakes… MISTAKE #1: Not Working On Themselves As Much as They
Work On Their Business.
Have you ever sat back and realized how much you are working in your business.
Have you ever worked 60 - 90 hours a week and get to the end of the week and feel as though you accomplished very little. Not only that but you feel overwhelmed.
What is the problem here?
It’s actually very simple.
You are spending too much time focusing on putting out fires, so called urgent matters, and just trying to
survive.
Most business owners have no clear idea of what it is that they want to accomplish.
They have no idea what their personal goals are and have not chosen a set of value and beliefs to guide
them.
Therefore their life is controlled by outside influences the majority of the time.
I REALIZE that you may think you have no time left to work on yourself.
Until you accept the fact that you must work on yourself as hard or harder then you work on your business,
you’ll NEVER have the success in your business you want.
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So right now begin to work on your goals, values, beliefs, leadership skills, and other skills you need to take
yourself and business to the next level.
MISTAKE #2: Having No Understanding Of What “Time” Really is and How to Take Control Of It.
What do you think about time?
If you’re like I was not so long ago or many of the business owners I know then you probably never think of
time at all. It’s just a Word with very little meaning.
Yet it’s the single most important thing you have. Without it … well…. life ends.
Time is a limited resource. So..
Let me ask you a question. If you had a Million Dollars Cash in your home. Would you leave it out in the
front yard for everyone to see and take as they please?
My guess is no. As a matter of fact, I’d bet you would go out of your way to protect that money.
Why don’t you do the same for your TIME?
It’s much more valuable then a Million Dollars and your losing it everyday.
The challenge is that most of us do not put a value on our time.
Because we live in the information age with access to email, fax, myspace, facebook, etc… we are constantly
at the mercy of an outside system.
Why? Because we have no system for controlling our time.
So I suggest today you begin to put a value on your time and create a system for managing it.
Some suggested resources would be anything by Dan Kennedy on time management, David Allen, and
Anthony Robbins RPM System.
MISTAKE #3: Focusing on only ONE way to grow your business.
What I’m about to say may shock you!
Most business owners put limits on how much business their prospects and clients can do with them.
It may not happen by design but it’s devastating. Countless numbers of sales are not made and opportunities are overlooked and never acted upon therefore stunting the growth of your company.
“The Top Ten Mistakes You Are Probably…
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Your Customers are your number one asset. I want to do everything possible to ensure you don’t miss the
opportunity to gather more clients or get your current ones to buy more frequently.
There are only Three Ways to Grow Your Business.
You can Find new customers, or… you can have your current customers buy more frequently from you,
or… find a way to get your current customers to increase the size of their purchases.
I picked this up from Jay Abraham many years ago and to this day find it to be one of the simplest yet
profound focus points in business.
I may be wrong but many of you are probably only focusing on one area of your business.
For most it’s getting new customers.
However, you may want to design a system for making sure you are focusing on ALL three ways to grow
your business.
That’s it for this morning Nerd Fan’s.
I’ll be back tonight with Part Two and three more mistakes…
Oh and One More Thing…
I don’t want to sound like a late night infomercial but I’d be cheating you if I didn’t urge you to be on my
“33 Strategies The Guru’s Don’t Want You To Know About” Tele-Seminar December 2nd.
I’ve done the work so you don’t have to.
I’ve bought the courses, attended the seminars, put the strategies to work, and will be bringing you the very
best strategies to take your business and life from where you are to where you want to be.
Believe me. This program will dramatically increase the quality of your life and business immediately and
I’m offering you a Double Your Money Back Guarantee.
I’ll be covering, in depth, very specific answers to all ten mistakes you may be making in your business.
If you want to learn how to manage your life and the very best marketing and copy writing strategies of the
Guru’s then don’t miss this event.
“I’m In Nerd… O.K. I’ll Check out the Site Here..”
Talk Soon,
My Note Taking Nerd
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P.S. I’ll be back sometime tonight with Part Two of this series. Also look this afternoon for another segment
of Live With The Nerd.
P.S.S. Hey we are trying to create a Nerd Revolution here.. .Leave a comment somewhere will ya? Thanks
CHA PTE R 3 5
Part Two - “The Top Ten Mistakes You Are Probably Making In
Business And What To Do About It…”
H
ere Are The Top Ten Reasons Most Businesses Fail And How To Make Sure You Avoid Every One Of
These Deadly Common Mistakes…
Mistakes 1 - 3 are located HERE
MISTAKE #4: Not Taking the Time To Really Connect With Your Prospects and Clients One on One.
Can you tell me who your client is? I mean in detail? What is his/her name? Where do they live? How
many children do they have? What are their fears and frustrations? What are their dreams? etc..
When you write or are selling to your clients, the more you know about the answers to these questions
and more, you will not only make more sales but develop raving fans.
Eben Pagan talks of building a customer avatar and writing to that person individually.
I agree. When you are interacting or writing with your clients speak to “who they are”.
Most business owners do not do this.
They speak to them as though they are them or in general terms.
So get to know your prospects and clients. Begin to write to “them” and not just a generic fuzzy
abstract.
MISTAKE #5: Reverse The Risk Your Prospects Take. If You Are Going To Perform Then Don’t Be a
Wimp. Put Your Ass On The Line.
Reversing the risk of anything your prospects and clients are going to buy from you is the Number One way
to overcome Buyer Hesitation.
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Find the Two or Three things that are most important to your clients and put an amazing guarantee around
those things and see your sales explode.
To some up this simple yet powerful tactic I’ll share a story Jay Abraham tells at his seminars:
Father wants to Buy a Pony for his Daughter on her 12th birthday.
Daughter is extremely excited but Dad is hestitant about a number of things.
He searches the city and never quite feels confident he’s making the right choice in Pony or Company.
Finally he comes to a gentleman at a small little Pony shop on the edges of town. This shop seemed to be
beaming with energy and full of happy customers.
The Father expresses his concerns and the shop owner says:
“Pick the Pony you think your daughter will like the most and on the morning of her Birthday at the exact
moment you want us there we will deliver the Pony to your home”
“I will take your credit card but will not bill it for 21 days”
“During the 21 days I will have one of my employees stop by your house three times per week to clean up
the Pony manure and mess”
“He will bring a fresh supply of Hay to feed the pony every time he comes”
“Once a week while there he will gently wash and comb down your pony so she looks healthy and good”
“At the end of 21 days if you do not want the pony we will come to your house, load up the pony, clean up
the mess, and take her back with us”
“If you are satisfied, and only then, I will bill your credit card”
Now who can compete with this shop?
Can you see the power of an unbelievable guarantee?
So right now begin to look at how you might incorporate such a guarantee in your business.
Hey don’t forget I’m offering a MY ASS IS ON THE LINE.. DOUBLE YOUR MONEY BACK GUARANTEE at the “33 Secret Strategies Tele-Seminar Here”
MISTAKE #6: Not Mastering The One Skill That Will Give You The Ability To Legally Print Money!
If you could master just one skill only in your business this would be it.
Part Two - “The Top Ten Mistakes You Are…
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COPY WRITING! The ability to sell in print is incredibly powerful.
What else gives you the ability to take something you are already doing and increase the ROI by 500% or
more? Nothing….
If you want to skyrocket your selling ability do the following:
•
• Get a world class Swipe File including modern works and those of the past.
•
• Everyday, for 20 - 30 minutes, sit down and hand write one of those masterpieces. This will instill the
writing style and thinking of the masters into yourself.
•
• Get any copywriting program by John Carlton, Clayton Makepeace, Ken McCarthy, Etc.. and/or some of
the great books from the all time greats such as Caples, Schwartz etc..
•
• Listen to these programs while taking notes 20 - 30 minutes per day.
•
• Go to the book store Twice Per Month and hand write some of the headlines off of the magazines you see
on the shelves. Keep this as a secret swipe file. Remember, these magazine pay a lot of money to have
their copywriters grab your attention.
•
There ya go. Simple? Yes!!! Easy to not do? Yes!!!
So take 40 - 60 minutes everyday to master this Vital Business Skill.
Mistakes 1 - 3 are located HERE
See ya guy tomorrow for Part Three of the 10 Mistakes You Are Probably Making Series”
Hope you are enjoying the blog.
Don’t forget I gotta get comments or I’m not writing another thing.
Hey.. I love this stuff so help me out and write something will ya…
OOOPPPPS .. almost forgot In One Week I’ll be sharing the top 33 secrets you’ve gotta know to go to the
next level in your business so go here now: http://www.mynotetakingnerd.com/gurusecrets.html
CHA PTE R 3 6
Have You Ever Missed Something And Wished You Hadn’t?
H
ey Nerd Fans,
One week away till the inaugural Guru Secrets Tele-Seminar.
Alot of people have been emailing and asking what I’ll be sharing.
Well…. in short I’m offering a Double Your Money Back Guarantee because i know what I’ll be sharing.
It’s going to transform your life and revolutionize your business.
Today I’m going to Share what I’ll be speaking about during the first segment.
*
“33 Strategies The Guru’s Don’t Want You To Know About” Seminar Outline - Part One
11 Strategies The Guru’s Use To Manage Their Lives And Achieve Their Goals The
1.
2. Secret Formula Eben Pagan Learned From Tony Schwartz that is responsible for his success - The
power of Rituals. “How to use them to catapult you to surpass even your best expectations”
3. The Most Important Number in Time Management – How to find it and use it everyday. Dan Kennedy says learning this was a turning point in his life.
4. I’m going to teach you how to read twice as fast, listen 30 – 50% faster, and a system for using what
you learn. Rich Schefren says these tools transformed his use of information.
5. What Rich Schefren learned from old school factory management that is helping his clients achieve their
goals easier and faster then ever before. Yes! A new and better way of achieving your goals.
6. The phylosopy I learned from Dan Sullivan of Strategic Coach fame that has made me happier, more
focused, and a better person then ever before.
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7. The Frank Kern Master Strategy Key he says is responsible for all his success.
8. The Time Management System of one of the most productive, prolific, and famous Guru’s on this
planet. It’s the “Thinking” that will transform your life. Do not miss this. You’ll even get a set of tools to
put this to work in your life immediately.
9. Seven Strategies Dan Kennedy Uses to Get More Done Then Thought Humanly Possible!
10. How to make success invevitable with this strategy taught by Eben Pagan.
11. The one thing you must do before you are every going to achieve the Things you want. It’s the Bullshit
Dozer Theory and you may not like it but It’s going to shake you to your core.
12. How to dig Deep and Find The Roots of your problems. Stop wasting your time working on the things
that will not create lasting change. I’m going to show you what the Guru’s do to go directly to the source
and solve the things in their lives that are holding them back.
**I’ll be sharing 11 Strategies for Writing Compelling Copy and 11 More Marketing Strategies the
Guru’s use to Grow their businesses to a new level day after day. I’ll share more on this tomorrow.
I’m offering a Double Your Money Back Guarantee GO HERE TO GET MORE INFORMATION AND
SIGN UP NOW!
CHA PTE R 3 7
How Long Does It Take The World Class To Become World Class?
N
erd Numba 2 is back.
Have you ever suffered through an open mic night at a comedy club?
If you haven’t, consider yourself lucky.
When I used to work in L.A., I made it custom of mine to drop by the Comedy Store over there in Hollywood, right off Sunset Boulevard.
This is the club where anybody who’s anybody in comedy has rocked the stage from Robin Williams and
Steve Martin, to Richard Pryor and Chris Rock.
If you arrived before 9:00 on Sunday night you got in free. Well, there’s a two drink minimum but hey,
listening to comedy buzzed is always fun for me so I never minded buying drinks.
So, I’d usually go to Miyagi’s at 8:00 for sushi, zoom North, park in the Hyatt’s garage and run down the
steep ass Hollywood Hills ramp so I’d barely make it in the door at 8:57 without having to pay a cover and
without having to suffer through any of the open mic’ers.
The reason you didn’t have to pay to get in from 7:00 to 9:00 was because it was Open Mic Night.
This is where they’d let anyone who had the cajones, hop up on stage for 5 or 10 minutes and give it their
best shot.
Comics call this working out your routine.
These men and women were raw. Real raw. So raw in fact that almost everyone of them referred to the
notepad of ideas they schlepped up on stage with them.
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Every comic you admire has been this wet behind the ears but you’ve been fast forwarded to when they
were polished.
As you can imagine most of these fledgling comics were stifled, nervous and were insecure.
They didn’t own the room. It owned them.
What makes the difference between the person who quits and the person who goes on to become a
superstar in comedy?
Is it self esteem?
Is it coaching?
Is it being in the right place at the right time?
Yes. Yes. And yes.
But without this next factor I don’t think any of those would’ve have been enough to push them through
the tough times.
10,000 hours.
Yep. 10 large. In Malcom Gladwell’s newest book “Outliers: The Story of Success” I learned that this
number is one of the common denominators in any super successful person he studied for the book.
He found out that Bill Joy, co-founder of Sun Microsystems had logged more than 10,000 hours of computer programming while still in college.
At peak he was programming 8 hours a day while going to school.
Same story with Bill Gates.
This meant that when huge opportunities arose in the field of computing, these guys were primed for
action.
No learning curve. Just balls to the wall.
Does this 10,000 just apply to the tech field? Nope.
The Indra Club, where The Beatles first played on arriving in Hamburg, as it appeared in 2007.
Before the Beatles ever rocked Ed Sullivan’s stage they had logged over 10,000 hours playing to rowdy
crowds in little dive bars like the Indra in Europe.
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In Hamburg there were times when they played for 8 hours straight, 7 days a week.
Did you know that most bands never even come close to approaching 50 hours of live performance time let
alone 10,000?
No wonder they took the world by storm.
Malcolm found the same 10,000 hour wall of practice had been climbed by students who went on to professionally play instruments in symphonies.
Practicing their craft for as long as they had was only one factor that led to these mega superstars success
but it was a HUMONGOUS factor.
I can virtually guarantee you our friends who quit comedy after getting zero response from the crowd never
wrote and performed for more than even 100 hours.
Most stand up comedy is writing. I’ve seen some guys do a shtick where they just make fun of people in the
crowd and roll off of what kind of response they get but that’s like 1 out of 100.
Everyone else pieces together anecdotes and funny stories line by line, word by word.
Then they work that same routine over and over again until it’s shines and flows effortlessly.
They, not unlike people who sell face to face, get to see how their words are landing on their crowd.
Along with the crowd’s feedback, fellow up and coming stars give dedicated students feedback so they can
go back to pad and make sure EVERY word counts.
If you only write copy you have it easy compared to professional comedians and people who sell knee to
knee.
You just have to get one component right. The words.
They have to get the words, the vocal expression of those words and the memorization of precisely how to
say them so they have maximum influence on their audience.
Have you logged at least 10,000 hours doing any specific skill?
I’ll bet Jay Leno had before he took over for Johnny Carson. Wanna know why I think that?
First off, he was cocky enough to state openly that he was going to take over Carson’s job long before
Carson retired.
I don’t think he’d be doing this if he hadn’t put in the hours.
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Leno has stated that he saves all of his income from The Tonight Show and lives solely off his income from
stand-up comedy.
I’ve heard you could see him working out routines on his only night off, Sunday, at comedy club in California.
That’s discipline.
I know he’s been called the hardest working man in show biz. And even though Conan O’ Brien is taking
over his spot in March of 2009, he is still #1 in the Nielsen Ratings.
But 10,000 is a lot.
I know.
Professional salespeople along with professional comedians are tough as leather.
Film actors are wussies. They get re-do’s. You and I don’t.
If you’re one of these special snowflakes who has decided to write their own copy to sell your own product
or service or…
…have taken it upon yourself to learn the anatomy of powerhouse salesletter/sales kit…
You know it ain’t no stroll in the duck park.
But remember these words in your time of toil…
“If I am through learning, I am through.”
John Wooden
Here’s 4 Action steps you can take to improve any skill you’d like, with only expending 20 hours a week.
I learned this process from Michael Masterson of Agora Publishing.
They were applied to becoming a copywriter but if you use your naugen you’ll see how these steps are easily
transferable into any field.
1.
Devote 3.5 hours a week (30 minutes a day) to drinking deeply from outstanding books or audios
about the subject you wish to master.
2.
Spend 10 hours a week working on developing your copywriting skills.
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3.
Spend a half-hour a day (3.5 hours a week) studying a successful direct-mail or e-mail package or
promotion.
4.
Spend 3 hours a week learning the mechanics of having a copywriting business (scheduling, productivity, selling yourself, etc).
This model would allow you hit your stride in your chosen field in a little over 10 years.
And that’s only putting 20 hours a week of attention toward something.
But I’ve got a question for you.
Are you functioning at a mastery level already but you don’t even know it yet?
Or do you secretly know it but are holding yourself back out of fear of failure?
I hope not.
I’ll talk to you soon.
Wishing you speedy and spectacular success,
Note Taking Nerd Numba 2
CHA PTE R 3 8
5 Small Things You Can Do To Improve The Quality Of Your Life
Today
I
’m Hey fans of the nerd revolution,
Numba 2 here.
For a couple weeks now my computer’s been acting weird some times and at other times it’s fine. I kept
hoping for the fine to overwhelm the weird. I kept avoiding this problem and eventually the screen stopped
coming on.
So only after the computer was completely useless to me did I get off my “hoping” ass and do something
about it.
Now my 12 pound Dell baby, Monikita, is at the computer doctor’s office today. She’ll be there till at least
tomorrow afternoon.
Her motherboard needs to be replaced. Simple enough process. Take the computer to doctor and pay the
man for fixing. Not for me.
For many a year I’ve avoided problems. Even stupid problems like this. I distracted myself because I
always looked at what I “had” to do which was usually something that I imagine would be hard or impossible.
My new friend Steve Chandler, in his Re-Invent Yourself book (which I highly recommend), handed me the
exact remedy to this victim thinking the night before my computer finally died on me.
His thinking is that we get pushed around by our problems when we think there’s nothing we can do or
when we become overwhelmed by how much we imagine needs to be overcome.
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Therefore before you go to bed, he proposes getting a sheet of paper and writing on the top of it the
problem you’d like to resolve in your life. Then, underneath the problem write ”5 Small Things I Can Do
About This Today.”
Then the next day you fulfill this list and don’t go to bed until you’ve completed it.
Look at my example.
Computer Being Poophead
5 Small Things I Can Do About This Today
1.
2. Get off ass.
1.
2. Pull up list of shops.
1.
2. Find product-offer I’d be willing to trade someone for fixing my computer.
1.
2. Call to ask people about bartering product in exchange for servicing computer. (Jay Abraham
secret).
1.
2. Take Computer To Shop
This incredibly simple technique helped me notice I was making a mountain out of a mole hill. I went
through my first three steps and guess what? It only took me one call to find someone who was willing to
barter with me.
Now my computer will be back in my arms in no time flat for almost no cost to me. All because I focused
on small things I could do rather than what I couldn’t.
Today on our conference call the subject of the slight edge, doing small things daily that slowly but surely
compound into massive positive momentum in your life, was brought up.
This little list fits perfectly into that mindset.
Let’s look at a problem that will take longer to conquer. Weight loss.
Too Fat To Feel Comfortable In Airline Seat
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5 Small Things I Can Do About This Today
1.
2. Read 15 minutes about health and vitality.
1.
2. Walk/Exercise for at least 10 minutes.
1.
2. Eat smaller meals every 2 ½ hours.
1.
2. Drink ½ liter of water before I eat.
1.
2. Make sure 80% of the food I take in gives me energy rather than drains my energy stores.
Each of these steps are easy to do and easy not to. But I guarantee you, anyone who can read and move
their limbs on planet earth is capable of pulling this off. And I also guarantee that if you do these steps
you’ll start losing weight. Overnight, no. Over weeks, yes.
What’s a problem you’ve been putting off for fear it will take too much time or effort to handle?
Put together a list tonight and don’t go sleep tomorrow until you’ve knocked all the items off your list and
you’ll be proud of yourself for doing so.
Wishing You Speedy and Specatacular Successs,
Note Taking Nerd Numba 2
CHA PTE R 3 9
Are You Merely Interested Or Are You Committed?
H
ello Nerd Fans,
Hey Tim….Both you, I and Number 1 have done the Robbins program. I might go back. Might not.
For anyone who doesn’t know, Anthony Robbins’ Living Health program revolves around the premise of
eating live food like raw vegetables and sprouted grains rather than dead food like animal flesh and processed junk food.
Eben also promotes a similar diet in Wake Up Productive.
When I was committed to this plan, people who were not interested in health looked at me like I was crazy
when I was having salads rather than pizza. Or when I was drinking grass juice rather than a refreshing
coke.
You and I both know that unless healthy food is masterfully prepared and seasoned by a chef who knows
what they’re doing… it tastes pretty shitty.
But we all know deep down that healthy food will give us the energy we need to kick ass and take names in
our life.
In Tony Robbin’s Living Health program, he talks about how scientists can measure the amount of energy a
food possesses. Raw vegetables rated the highest and dead/processed stuff like meat and chips rated the
lowest.
Back in the day he learned from Dr. Robert Young that you could cleanse your blood, where all disease
begins, by flooding your body with alkalinity.
The first step with this program was to cleanse your body. With Dr. Young’s program you could buy this
detox pack of herbs and colloidal liquid drops that would help your body rid itself of all the demons within
like parasites, yeast and candida.
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Part of this cleanse process was not eating for, if you were tough enough, 10 days. Well, you could eat but
the optimal food on the cleanse was a homemade vegetable soup that tasted worse than food served in jail.
No sugar, no salt, no meat, no yeast.
I made the mistake of doing one of my cleanses during the NFL Football playoff season and suffered
through torture watching all the TV commercials streaming video of melting cheese flowing over slabs of
beef and velvety ice cream with choclate syrup being drizzled all over it.
No fun.
The main supplement you needed to use in this cleanse was a powder made up something like 40 different
minced up grasses (grasses being super alkaline) that you would pour into water and guzzle down.
Tony called this swamp juice. Anyone merely interested in health, rather than committed to it would tell
you there’s no way in hell they’re drinking something that tastes and smells like hay.
I did this cleanse a couple of times for 3 days at most. While my body was de-toxing I didn’t feel so hot but
I felt amazing after.
And for something like a year to a year and a half I stayed away from dairy, sugar, yeast and animal flesh
and felt really good. I was committed to my health and what helped me stay on track was listening to that
Tony Robbins program “Living Health” over and over again.
This habit has been my savior. Constant reminders help remain conscious in my life. Whether it be in
writing copy, managing my state of mind or making choices in what I feed my body with.
You and I both know that a cuccumber will give us more energy than a bag of Doritos will. We don’t need
a scientist to tell us that. And if you follow Eben’s rule of eating little or no processed food and you avoid
anything with white flour or sugar in it, you’ll be better off for doing so.
But what stops people from doing this?
No commitment.
Without commitment we are either avoid or are merely just interested in conquering our problems.
You can hear interest in people’s language when they talk about things they want out of life. “I’ll try” is a
very common statement in the interested’s language. In fact I have a personal example of this playing out in
my life now.
I know two people who are starting a new business after retiring. Him and his wife are operating it. They
both have retired after 25 years of years of school teaching so they have checks coming in from their retirement plan.
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They don’t need the money from their business. It would just be nice to have.
The man in this scenario is my dad. The woman is my step mother.
My dad has asked me to help him grow this business and I’m doing what I can to help without doing it for
him. I keep reminding him of the core fundamentals he needs to make this business take off but the ideas
are contrary to what would be easy and comfortable for him.
He’d prefer to have all this “marketing stuff” done for him and just be able to just show up and teach his
classes. But he doesn’t have money to pay anyone to do so.
This is where I sense he’s only interested in having a successful business rather than committed to making it
wildly profitable. One of his challenges is that his idea of retirement is kicking back and doing nothing. “I
already put in my work all those years, I just wanna do nothing now.”
I subtly remind him that this level of thinking will not lead you to having a business that serves you and I
believe by my not trying to muscle him into changing his beliefs overnight he’s coming around to the idea
that if it is to be it is up to me.
I didn’t quite know how to label what I felt about my dad’s situation but after listening to Mindshift by
Steve Chandler, he defined what I was wrestling with.
In the part of the program I was listening to today he’s talking about how once we commit to something we
find a way to do it. We make it happen.
One of the stories he told was about John F. Kennedy. When President Kennedy was a child he went to a
school where they had to wear little uniforms. If they didn’t wear them, they were sent home.
These uniforms included a little hat.
Everyday while walking home from school young Kennedy and his friends would pass a wall that they all
thought was impossible for them to climb.
Well, one day John was fed up with all this talk of this undefeatable wall so he took his hat off and threw it
over the wall.
What had he done? He used what we talked about the other day on the teleseminar, the power of inevitablity thinking, to force himself into finding a way to get over the wall.
He communicated to his mind that getting over this wall was not just something that’d be interesting or
cool. He had to or else he would be in a world of pain.
And guess what? His mind came to his aid and helped his little body do the impossible.
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As of now my dad is just interested, not committed to having a massively success business. And you know
what? I sense the same thing when I talk to him about health.
If you and I merely express an interest in our health our body will never provide us with a pain free, high
energy existence.
When we follow and are influenced by the 80% of the population who abuse their body we invite problems
to whack us upside our head.
But if we follow a champion mindset to commit and use inevitablity thinking we will give ourselves the gift
of pride, courage and accomplishment.
Now by combining the idea of inevitability thinking with the list of “5 small things I can do today” list this
will be a huge leap forward for us.
Here’s an example:
If you wanted to lose weight you could let 5 people you look up to and are not personal friends with know
that you’re committed to losing 20 pounds in the next 5 months.
If you show up on a specific date and you are not 20 pounds lighter than you are today they can cash a
check you’ve written to them for $5,000 dollars.
It’s important that these people not be willing to let you slide. Might even help if they want to see you fail.
If you know a specific person would like to see you fall flat on your face, thinking of them laughing at you
failing might inspire you to do what’s necessary to stay on track.
Now when it comes to your achieving this goal you could put together a list like this.
Lose 20 Pounds Of Ugly Fat Off My Body
5 small things I Can Do About This Today
1. Read 15 minutes about health and vitality.
2. Walk/Exercise for at least 10 minutes.
3. Eat smaller meals every 2 ½ hours.
4. Drink ½ liter of water before I eat.
5. Make sure 80% of the food I take in gives me energy rather than drains my energy stores.
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And of course you can modify these 5 to whatever you discover works best for you. The important thing is
not to follow what I’ve plugged in to this equation word for word.
The vital part is putting together a list. And owning your list so you feel a sense of pride knocking each
item off of it before you go to bed. Feeling like you’re moving forward rather than back.
The reason the list of 5 things is so powerful is because it wraps your mind around what you can do instead
of what you can’t. Also look at the language of “can” rather than “Have to”.
Which feels more empowering to you?
Try this for yourself. I’d love to hear and see your results.
Thank you Tim for your awesome feedback. You made it easy for me to decide on what to write about
today.
Wishing You Speedy and Spectacular Success,
Note Taking Nerd Numba 2
CHA PTE R 4 0
The Fun, Quick and Easy Way To Get An Unfair Advantage In Your
Ability To Persuade In Pixel Or Print?
H
ey guys,
I heard a really cool story about Frank Sinatra today.
In one of his biography’s an author debunks the myth sparked by critics and fans that Ol’ Blue Eyes was a
natural born singer.
Back in 1935 after being expelled from high school after only 47 days of attending, Frank got his first break
when his mom talked the “Three Flashes” into letting her boy join their band.
He stayed with them for almost a year, but then he started looking for greener pastures. While on the prowl
he noticed that he didn’t really have a unique presence that distinguished him from all the other boys
wanting to do what he did.
What made him different from everyone else wasn’t quite clear to him. But he knew he wanted to succeed.
So he sought out a way to stand out from the crowd.
What’d he do?
He went to YMCA and started swimming laps. After he built up his stamina he swam laps underwater. He
did this until he could go lap after lap without coming up for air.
His thinking was that if his lungs were strong enough to hold a note from line to line instead of having to
gulp for air after one, his voice would sound amazing. People would expect his line to end and the words
would keep flowing.
People thought God blessed Sinatra with golden lungs. People didn’t know Frank blessed himself with this
gift.
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Because he focused on what he could do to give himself an edge over his competition instead of whining
about what others had that he didn’t, almost no singer had a chance when they’d audition against him.
In his own way he made a list like you and I talked about in my last post, “Small Things I Can Do About
This Today” and this high school drop out took action and the rest is history.
What can you do day to day that would give you an unfair advantage in your ability to persuade in print or
pixel?
Here’s a suggestion. Write. Write every day for a specific amount of time. Nothing will substitute for this.
Second behind writing would be reading but it won’t do nearly as much for you as actually writing.
It’s no new idea that hand writing winning ads will help infuse your mind with how a salesletter is supposed
to flow. You’re imprinting salesmanship into your subconscious by doing this.
Years ago when I got started writing ads I’d find myself getting frustrated when I’d be re-writing an ad and
it’d be 10-20-30 pages long. Sometimes I’d only end up writing the first part of it before I quit for a while
and came back to another ad.
I was attracted to re-writing Robert Collier letters because they were so short.
The Lazy Man’s Way To Improve Your Copywriting
Somehow, someway I stumbled upon the idea of re-writing key sections only. Openings, closings, P.S.’s,
guarantees, value build ups, bullets, order form copy, testimonials, price justification copy, credibility statements, offers, sidebars and headlines.
I’d spend my ½ hour to an hour just focusing on one of these critical components from certain writers.
One day I’d hang with Joe Sugarman, the next I’d chill with Gary Bencivenga and the next day I’d spend
with Max Sackheim.
I’d bounce all over because I wanted my writing to be a blend of mastery and I knew from past experience
of spending all my time rewriting the whole long letter of the same writer every time… I’d ended up writing
in a watered down version of their style. Not mine.
I didn’t want that. I never wanted to neglect the structure of a pitch but I never wanted to sound like I just
copied someone.
“What if I don’t write ads?”, you say. Doesn’t matter. You email don’t you? Do you text? You leave notes
for people, once in while, right? Whenever you reach out to someone with your writing it’s having an
impact on them. What impact does your writing have on people?
Are they bored? Are they inspired? Are they confused? Are they amused?
The Fun, Quick and Easy Way To Get An…
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If you don’t write ads here’s a way to improve your print and pixel conversations.
Find some legendary screenplays online and hand write intriguing pieces of dialogue in them. Make sure
the characters lines fit who you’d like to emulate.
Remember, every single word that comes out of an actor’s mouth was written first.
With the exception of an improv show like Curb Your Enthusiasm, writers painstakingly pecked away at
their keyboard for hours on end splicing and connecting sentences for dialogue that infuriated you, made
you cry or got you laughing to your belly.
You can take bits and pieces of whatever writing you favor and inject that into your unconscious so that it
flows out of your conversation in person and print.
These are two ways to give yourself an unfair advantage. Try them out and I’m sure you’re writing will
massively benefit for doing so.
Wishing you speedy and spectacular success,
Note Taking Nerd Numba 2
CHA PTE R 4 1
Ten Strategies From Frank Kerns Mass Control Program
I
’m about to embark on a “Live With The Nerd” Blogging adventure with the Mass Control Program.
To get your appetite wet I’ve rounded up a small report to get you grounded in the Mass Control Philosophy.
I’m gonna ask you a favor in return. I think that’s fair enough.
Enjoy.
1. It’s far more powerful when people decide for themselves that they want your stuff, than when you
“convince” them to buy it.
Having studied the psychology of selling, and having been a direct salesperson myself, I can say this is absolutely 100% true.
It might sound counter-intuitive that salespeople would know this stuff (aren’t they the guys that pressure
you into buying things?), but actually some of the best salespeople I worked with were the ones who did
exactly this… they helped the customer to maketheir own decision to buy.
You see, when you “convince” someone (which is how most sales letters work), the customer is always
aware (even if it’s only at a deeper level) that the decision was triggered primarily by some outside pressure.
(“OK, you convinced me”.) Plus, there’s always the subconscious desire to “prove them wrong”, or rather,
to prove themselves right.
That’s just human nature - we don’t particularly like to be proved wrong, do we?
On the other hand, when a person decides for themselves that they want your stuff, they own that decision
and will defend it (because of the principle of commitment and consistency).
It then simply becomes a question of, Will you let them buy it?
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2. You do that by giving them really cool valuable content that helps them to conclude that they want
something.
Part of the reason you’re reading this report now is because Frank shared lots of valuable free content with
people, in the form of videos, tele-seminars, blog posts, reports and so on.
Some days ago I decided to go through as much of it as I could, for the benefit of my MyNoteTakingNerd
Blog Readers, so I could show them exactly how and where Frank is using his own techniques, and what
he’s doing (and why he’s doing it) at each stage of the launch.
I’ve spent the better part of the last five days (often staying up
until 2am) studying as much of it as I could, and…
My motivation.
First, since not many people nowadays have the time to spend 3-5 days going again through all of Frank’s
videos, reports, emails, and so on (that’s assuming you went through them the first time!), I thought I’d save
you the time by summarizing all the essential points I could find, in this short report.
I’d like to think, however, that this report is a good example of
putting Frank’s material into practice.
By reading this report, and sharing this PDF with others, you have what I consider to be a great summary of
much of the free content Frank put out there before his Mass Control launch.
3. The Internet allows “seductive selling” to occur.
This is Frank’s term, which I don’t think he was too happy with
himself, but basically seductive selling is like a courtship, or
getting to know someone.
The way he puts it, the old way of selling is like going up to someone in a bar, and asking them to sleep with
you. If you’re
lucky (and exceptionally good looking like me), you might get a
“conversion rate” of 1% or 2% (although I guess it also depends
on how you ask!)
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The “seductive selling” way is like dating or courtship, where you get to know each other, before asking
whether they’d like to “take it to the next level” as it were. This is, after all, how people “buy” into each
other, all the time.
(Personally, I don’t think it’s quite as black and white as it’s put
here, but I’m giving you what Frank teaches. Sometimes putting
things into black and white contrast is a good teaching method.)
The Internet allows the natural process of seductive selling to occur, because you can build relationships,
and get feedback inreal time, such as by email, and from blog comments.
In other words, you can get into the mind of your prospect, and
then tailor your next message, and even your entire product, based on what your prospects are telling you.
NOW THE FAVOR To Receive the Other Seven Strategies!!
**I’ll send you a Fresh 10 Strategies Report If you send the answers to the following questions?
1. What do you think of the “Live With The Nerd” section of the website?
2. What is one really cool idea or section I could add to this website/blog that would increase the value to
yourself and other readers?
3. Are you enjoying the original content blog posts by Note Taking Nerd #1 and #2?
4. What can we do to make the experience of coming back to the blog daily more enjoyable for you?
Please send the answers to these four questions to [email protected]. Put mass control in
the subject line and I’ll get the report to you.
CHA PTE R 4 2
Marketing Wisdom Discovered In Naughty Story
I
n a book I’ll give you the title to at a later date I came across the story below.
While reading it I saw a theme woven into it that anyone selling anything could use to massively increase
the power of their sales copy or sales presentations.
Anyone well versed in NLP, like Tim will see the language patterns within this story.
Pay close attention, don’t blink or you’ll miss it…
One evening in the 1770’s, a young man went to the Paris Opera to meet his lover, the Countess. The
couple had been fighting, and he was anxious to see her again. The countess had not arrived yet at her box,
but from an adjacent one a friend of hers, Madame de Terri, called out to the young man to join her,
remarking that it was an excellent stroke of luck that they had met that evening-he must keep her company
on a trip she had to take.
The young man wanted urgently to see the countess, but Madame was charming and insistent and he
agreed to go with her. Before he could ask why or where, she quickly escorted him to her carriage outside,
which then sped off.
Now the young man enjoined his hostess to tell him where she was taking him. At first she just laughed,
but finally she told him: to her husband’s chateau.
The couple had been estranged, but had decided to reconcile; her husband was a bore, however, and she felt
a charming young man like himself would liven things up. The young man felt intrigued: Madame was an
older woman, with a reputation for being rather formal, though he also knew she had a lover, a marquis.
Why had she chosen him for this excursion? Her story was not quite credible. Then, as they traveled, she
suggested he look out the window at the passing landscape, as she was doing.
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He had to lean over toward her to do so, just as she did, the carriage jolted. She grabbed his hand and fell
into his arms. She stayed there for a moment, then pulled away from him rather abruptly.
After an awkward silence, she said, “Do you intend to convince me of my imprudence in your regard?”
He protested that the incident had been an accident and reassured her he would behave himself. In truth,
however, having her in his arms had made him think otherwise.
They arrived at the chateau. The husband came to meet them, and the young man expressed his admiration of the building: “What you see is nothing,” Madame interrupted, “I must take you to Monsieur” apartment.”
Before he could ask what she meant, the subject was quickly changed. The husband was indeed a bore, but
he excused himself after supper. Now Madame and the young man were alone. She invited him to walk
with her in the gardens; it was a splendid evening, and as they walked, she slipped her arm in his.
She was not worried that he would take advantage of her, she said, because she knew how attached he was
to her good friend the countess.
They talked of other things, and then she returned to the topic of his lover: “Is she making you quite
happy? Oh, I fear the contrary, and this distresses me… Are you not often the victim of her strange
whims?”
To the young man’s surprise, Madame began to talk of the countess in a way that made it seem that she
been unfaithful to him (which was something he had suspected).
Madame sighed-she regretted saying such things about her friend, and asked him to forgive her; then, as if a
new thought had occurred to her, she mentioned a nearby pavilion, a delightful place, full of pleasant memories.
But the shame of it was, it was locked and she had no key. And yet they found their way to the pavilion, and
lo and behold, the door had been left open.
It was dark inside, but the young man could sense it was a place for trysts. They entered and sank onto a
sofa, and before he knew what had come over him, he took her in his arms.
Madame seemed to push him away, but then gave in. Finally she came to her senses; they must return to
the house. Had he gone too far? He must try to control himself.
As they strolled back to the house, Madame remarked, “What a delicious night we’ve just spent.” Was she
referring to what had happened on the pavilion? “There is an even more charming room in the chateau,”
she went on, “but I can’t show you anything,” implying he had been too forward.
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She had mentioned this room (“Monsieur’s apartment”) several times before; he could not imagine what
could be so interesting about it, but by now he was dying to see it and insisted she show it to him.
“If you promise to be good,” she replied, her eyes widening.
Through the darkness of the house she led him into the room, which to his delight, was a kind of temple of
pleasure: there were mirrors on the walls, trompe L’ oeil paintings evoking a forest scene, even a dark
grotto, and a garlanded statue of Eros.
Overwhelmed by the mood of the place, the young man quickly resumed what he had started in the pavilion, and would have lost all track of time if a servant had not rushed in and warned them that it was getting
light outside-Monsieur would soon be up.
They quickly separated. Later that day, as the young man prepared to leave, his hostess said, “Goodbye,
Monsieur; I owe you so many pleasures; but I have paid you with a beautiful dream. Now your love summons you to return… don’t give the countess cause to quarrel with me.”
Reflecting on his experience on the way back, he could not figure out what it meant. He had the vague
sensation of having been used, but the pleasures he remembered outweighed his doubts.
END OF STORY…
What was the marketing/copywriting secret you pulled out of this story?
I’ll be back tomorrow with the rest of this chapter which might reveal more than you think of while
dreaming up the answer tonight.
CHA PTE R 4 3
Marketing Wisdom Discovered In Naughty Story Part 1 1/2
H
ey,
Note Taking Nerd #2 back with your next installment of this saga.
April you’re too funny. Push up Bra! Ooooh Wee. (Read this goof ball’s comment in the Unfair Advantage
post) What about chicken cutlets?
I should’ve known one our most active female fans would gravitate to this “naughty story” theme. And for
all you beer bonging, head butting, 2 second shower taking manly men out there who want to learn how to
write more persuasively I’ve got a suggestion that will definitely hone your chops and shrivel your sack.
Only a dude secure in his manliness will take on this John Carlton recommended step to enhancing your
writing game.
You ready for it.
Score some Danielle Steele novels. This is where you get a peek into how women talk. You’ll see how
emotion and feelings are artfully transferred to print. Those books aren’t showcased front and center at the
book store because no one buys em. There’s gold in them there pages if you have the balls to purchase and
then read ‘em.
I buy Cosmo and swim around in a 18-35 year old woman’s mindset there. Plus, I get all the awesome
bullet writing examples not only from the cover but also from the table of contents. My favorite one from
this month’s issue is…
HAVE AN
ORGASM
EVERY
M ar k e t i n g W i s d o m D i s c o v e r e d I n N a u g h t y …
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TIME
(Cosmo Coaches You!)
A close second is…
Everyday Things That Can Wreck Your Fertility
What women don’t want the answer these two bullets promise? Hell, I want to know em.
If you swipe the bullets from scorching hot magazine covers, don’t just copy the phrase. Look at how they
broke the sentences apart. In the first one the font was larger. They could have shrunk it and made it all
into one sentence but they choose to bold, capitalize and then blow it up. Why?
I don’t care. These mad scientists have done the hard work for me of testing these layouts for decades now
and they know what gets people to snatch these babies off the checkstands and take ‘em home with them.
If your target audience isn’t grizzly bikers (not doctors in leather riding Harleys), mixed martial arts
brawlers or construction workers… there’s a pretty good chance you’ll be depending on women to give you
money.
So why would you make them feel left out? Tom Peters wrote some years ago about a study that showed
women were behind some 70 or 80% of purchases that are made.
Men inherently know this some are afraid of admitting it. Even when a guy isn’t married and handed the
checkbook over to the wife, most of his decisions are influenced by women.
Men want cars women will think are hot. Men want clothes women will think are hot. Men want a pad
women will think is hot.
Ignoring this reality will doom you to less than optimal performance.
The marketers wet dream for maximum response would be knowing exactly who the prospect is who’s
looking at your letter now.
Eben Pagan knows this and he created his Psychic Salesletter Software which gives the reader a little survey
to fill out and depending on what they filled in they get a certain letter that talks to their problem but I don’t
remember if it divided by sex.
But, I haven’t seen that script popping up on any sales letters I’ve visited lately. Not even the Wake Up
Productive one.
And I haven’t tested the software on any of my sites so I can’t give you a real world endorsement for it
working or not.
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If you have a list of buyers where you definitely can segment the list and are not at least testing one version
written specifically to men and one just for women I say you’re being lazy.
Some guys, out of wanting to defend their lack of effort might say “Core emotions are core emotions. My
sales are fine without having two separate letters.”
I’d bet you the fattest lobster in Maine that if diced up your list, pulled out the women, and sent a promotion to them I crafted in “women speak that my letter will trounce your testosterone slathered copy any day
of the week.
And you women writers are guilty of this too.
I’m beating up on guys right now but you chick-a-dee’s need to do the opposite if you are trying to get guys
to lift their right butt cheek, pull out their wallet and hand you moola.
Find yourself some of the stuff Homer Simpson would dig by checking out this… Ian Fleming’s James
Bond books, Maxim magazine and if you really want to get your hands dirty help yourself to a hefty serving
of some that fake wrestling bullshit.
Just like romance novels, men strutting around in speedo’s and boots don’t haul in millions and millions of
dollars every year because a few backwoods hillbillies are watching this on T.V. These organizations are
filling up professional sporting event arenas. This means there has to be tons of closet wrestling fans out
there keeping this stupidity alive.
Wrestling is the equivalent of your soap operas. A big macho man play world. That’s all it is.
Watching this is similar to hanging out in a men’s locker room. You’ll be drenched in the core caveman
mentality driving most “gentlemen’s” behavior.
I dare you guys and gals to take the leap into either of these worlds. I guarantee you’ll come out the other
side a better marketer for it.
Damn, I went off on a rant and didn’t get to continue the post like I planned. Oh, well. I trust you’ll be
happy with this and there’s always tomorrow.
Watch out for the Marketing Wisdom Discovered In Naughty Story Part 2.
Wishing You Speedy And Spectacular Success,
Note Taking Nerd #2
CHA PTE R 4 4
Marketing Wisdom Discovered In Naughty Story Part 2
H
ey guys,
Note Taking Nerd #2 back with the rest of this chapter I promised to give you so you’d have an interpretation of the magic worked by this Madame the Mischievous Cougar.
Here we go…
…Madame de Terri is a character in the eighteenth-century libertine short story “No Tomorrow,” by
Vivant Denon. The young man is the story’s narrator. Although fictional, Madame’s techniques were
clearly based on those of several well-known libertines of the time, masters of the game of seduction.
And the most dangerous of their weapons was insinuation - the means by which Madame cast her spell on
the young man, making him seem the aggressor, giving her the night of pleasure she desired, and safeguarding her guiltless reputation, all in one stroke.
After all, he was the one who initiated physical contact (#2 note: Take away selling), or so it seemed. In
truth, she was the one in control, planting precisely the ideas in his mind that she wanted.
That first physical encounter in the carriage, for instance, that she had set up by inviting him closer: she
later rebuked him for being forward, but what lingered in his mind was the excitement of the moment. Her
talk of the countess made him confused and guilty; but then she hinted that his lover was unfaithful,
planting a different seed in his mind: anger, and the desire for revenge.
Then she asked him to forget what she had said and forgive her for saying it, a key insinuating tactic: “I am
asking you to forget what I have said, but I know you cannot; the thought will remain in your mind.” (#2
note: That’s one hell of an embedded command.)
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Provoked this way, it was inevitable he would grab her in the pavilion. She several times mentioned the
room in the chateau - of course he insisted on going there. She enveloped the evening in an air of ambiguity.
Even her words “If you promise to be good” could be read several ways. (#2 note: what’s missing about this
comment are the all important five remaining words in the sentence that gave it the punch… “If you
promise to be good,” she replied, her eyes widening.” With only five words the author helps us See/feel
this extraordinarily power packed non-verbal.)
The young man’s head and heart were inflamed with all of the feelings - discontent, confusion, desire - that
she had indirectly instilled in him. (#2 Note: While listening to the NLP practitioner Michael Breen talk
about story telling he speaks of never beginning a story until you know the desired state you wish to bring
about in the person you’re telling it to.)
Particularly in the early phases of a seduction, learn to make everything you say and do a kind of insinuation. Insinuate doubt with a comment here and there about other people in the victim’s life, making the
victim feel vulnerable. (#2 note: In this book the author use’s the term victim for the person you wish to
influence. I say this language pre-supposes - insinuates you wish to take advantage of them. This is a no-no
if you wish to have your client, customer or prospect see you as their protector… their advocate.)
Slight physical contact insinuates desire, as does a fleeting but memorable look, or an unusually warm tone
of voice, both for the briefest of moments.
A passing comment suggests that something about the victim interests you; but keep it subtle, your words
revealing a possibility, creating a doubt. You are planting seeds that will take root in the weeks to come.
When you are not there, your targets will fantasize about the ideas you have stirred up, and brood upon the
doubts.
They are slowly being led into your web, unaware that you are in control. How can they resist or become
defensive if they cannot even see what is happening? (#2 note: Jay Abraham is fond of the term “People are
begging to be led.” If where you’re leading people is to freedom, wealth and an empowering identity, stand
proud, shout from the rooftops and shine your light . If you’re doing the opposite may you roast in hell.)
“What distinguishes a suggestion from other kinds of psychical influence, such as a command or the giving of a
piece of information or instruction, is that in the case of a suggestion an idea is aroused in another person’s
brain which is not examined in regard to it’s origin but is accepted just as though it had arisen spontaneously
in that brain.
—Sigmund Freud
Keys To Seduction
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131
You cannot pass through life without in one way or another trying to persuade people of something. Take
the direct route, saying exactly what you want, and your honesty may make you feel good but you are probably not getting anywhere.
People have their own sets of ideas, which are hardened into stone by habit; your words, entering their
minds, compete with the thousands of preconceived notions that are already there, and dissolve to nothing.
Besides, people resent your attempt to persuade them, as if they were incapable of deciding by themselves as if you knew better.
Consider instead the power of insinuation and suggestion. It requires some patience and art, but the results
are more than worth it. (#2 Note: Today I was looking at well respected marketers blog. The post was
coming to defending a product that was launching today against slander being spread by some key figures
in the internet marketing world.
Now I don’t know for sure if the stirring of controversy was planned or if it was genuine but let’s look at
how this gentleman was overcoming the objection. He rode in on the white horse and told us folk not to
fear.
Then he proceeded to tell us he knew one of the guys selling the product personally and that he was trustworthy. Next he talked about how he was in the room where they unveiled what you’ll learn in this product
and he’s actually about to use one of their tactics on a campaign.
And for the final objection of whether he was just promoting this product for a commission he told you
that even if he didn’t get a commission on this he’d be promoting it. He was emphatic about making this
point.
What’s an indirect way he could’ve insinuated this point and let you as the client come to this conclusion yourself?
D’ya think of one? I did.
“The Lady Doth Protest Too Much, Me Thinks”
What if he would’ve scrapped all the overt “I’d never sell out for a commission” talk and simply put two
links below his video. One that clearly said this was the link that would pay him a commission and another
specifying it was an anonymous link that wouldn’t pay him anything.
How does that land on you?
Doesn’t it sub communicate “I’m not worried about getting paid on this. The only reason I’m talking about
is because I’m genuinely concerned with you having access to this one-of-a-kind product?)
Meanwhile…
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The way insinuation works is simple: disguised in a banal remark or encounter, a hint is dropped. It is
about some emotional issue - a possible pleasure not yet attained, a lack of excitement in a person’s life.
The hint registers in the target’s mind, a subtle stab at his or her insecurities; its source is quickly forgotten.
It is too subtle to be memorable at the time, and later, when it takes root and grows, it seems to have
emerged naturally from the target’s own mind, as if it was there all along.
Insinuation let you bypass people’s natural resistance, for they seem to be listening only to what has originated in themselves. It is a language on it’s own, communicating directly with the unconscious. No
seducer, no persuader, can hope to succeed without mastering the language and the art of insinuation.
I’m back.
In my next post I’ll reveal to you the title of this overlooked marketing/copywriting resource, I’ll finish the
chapter and bring a surprise with me.
Wishing you speedy and spectacular success,
Note Taking Nerd #2
P.S. Awesome job Tim of plucking everything you did out of the story. You probably already know your
certification is your unfair advantage when it comes to writing copy or selling face to face.
CHA PTE R 4 5
Marketing Wisdom Discovered In Naughty Story - Finale Part 3
H
ey guys,
Number #2 back with the final installment of our series on insinuation.
Today you and will see for ourselves how a professional seducer in print uses this technique.
Here is the surprise I promised you.
After spending hours in the Barnes & Noble Café hunting for and dissecting ads in my billion dollar digital
swipe file… I plucked this gem for you.
It’s a letter from Jay Abraham’s Best Winning Ad collection. In this copy Phillip’s publishing was selling
“one-of-a-kind” historic collectible 1789 newspapers.
A silky web of insinuation has been spun here. Let’s see how many of the points you detect…
Available In A Handsome Hand-Crafted Oak Frame
Although these papers are remarkably sturdy given their age - you can actually handle them carefully
without causing harm - I worried about shipping and your first handling. After all, these are valuable
and irreplaceable original (not copies) historic artifacts.
So we consulted a master art framer in Wilmington, Delaware, (naturally, one of the original thirteen
states). This man does work for the Duponts and their art collection, and for many of the famous
museums in Philadelphia and elsewhere. He custom designed a frame system for these 1789 newspapers that is extraordinary.
ü This frame itself is natural burnished English elm. The company that makes it is the same one that
custom crafts dashboards for Rolls Royce.
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ü
The acid free matte is the same used by the Winterthur Museum. The matte is matched by a hand
cut marbleized decorative border.
ü The paper itself is covered by expensive UV3 Plexiglass - to refract and protect the document from
harmful sun and/or fluorescent rays.
ü Finally, a completely unique two-sided framing system was designed, so the documents are framed
flat, with pages one and four on one side and pages two and three on the reverse.
This way, the entire paper can be read and admired and
hung in a place of pride and honor in your home or office. The framed paper measures approximately
25” by 21”, a convenient size, worthy of a place of honor in any home, office, den or private library.
This writer worked some real magic here.
In only three paragraphs and three bullets he has assured you that if you buy this “YOU’RE MAKING A
SMART DECISION” and “THESE ARE AUTHENTIC”.
What if he’d called it good after this paragraph?
Although these papers are remarkably sturdy given their age - you can actually handle them carefully
without causing harm - I worried about shipping and your first handling. After all, these are valuable
and irreplaceable original (not copies) historic artifacts.
A lame writer would’ve done so. And even if he’d stopped here thinking he’d said enough to ease your
mind, this block still has genius woven into it.
Look at how it presupposes you’ll be buying these papers layered in.
In his infinite wisdom, the writer knew this wasn’t enough. So, he followed this with a reason-why block of
copy so it would subcommunicate you’re in good hands and what you’re getting is in fact the real deal
without setting off the “Lady Doth Protest Too Much” alarm.
And don’t ever doubt the unconscious persuasion that goes on when you use specificity in your copy.
“approximately 25” by 21”, “hand cut marbleized decorative border”, UV3 Plexiglas” “The company
that makes it is the same one that custom crafts dashboards for Rolls Royce”.
These nuggets paint pictures in your mind and stir up feelings and when they’re backed up with why these
features are important, they’ll keep your reader in the buyers trance.
And at the end we drive home another presumption…
M a r k et i n g W i s d o m D i s c o v e r e d I n N a u g h t y …
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This way, the entire paper can be read and admired and hung in a place of pride and honor in your
home or office.
Ideal prospects might at this time start scanning in their mind which of their walls would best accommodate this purchase.
As awesome as this copy is, there were two words slipped in that I felt weakened the tractor beam of insinuation we had holding our readers attention.
Here’s the sentence they were in. What are the two words?
After all, these are valuable and irreplaceable original (not copies) historic artifacts.
Did you find em?
Did you pick (not copies)? I did. Why? They’re too in your face. This copy didn’t need any backup. It
had the situation handled.
I also thought the flow of this sentence wasn’t optimized. Too many words.
It could’ve made an emphatic point simply saying… After all, these are historic artifacts.
When you think of historic artifacts, do you need to be educated on the fact that this means irreplaceable
and original? Neither do the 2-5% of the market in heat for this product.
This was a waste of these words. They could’ve been used later in the copy to make the point again in a
different way.
Beware words and sentence structures that trip our buyers up and out of the buyer’s trance.
This is why it’s so important to always keep in mind that unless you’re the prime target audience your
opinion doesn’t mean shit. It’s worthless in this context.
All the details and indirect persuasion used in this block of copy is masterful and I imagine it was the highlight of the day of any of the prospects who ordered this. The ad was that good.
I believe the last paragraph of the book that sparked this whole series serves as a crescendo to our intimate
discussion here…
Finally, the reason insinuation works so well is not just that it bypasses people’s natural resistance. It is
also the language of pleasure.
There is too little mystery in the world; too many people say exactly what they feel or want. We yearn
for something enigmatic, for something to feed our fantasies.
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Because of the lack of suggestion and ambiguity in daily life, the person who uses them suddenly seems
to have something alluring and full of promise.
It’s a kind of titillating game - what is this person up to?
What does he or she mean? Hints, suggestions, and insinuations create a seductive atmosphere, signaling that their target is no longer involved in the routines of daily life but has entered another realm.
The book I pulled this provocative wisdom from is called: The Art Of Seduction by Robert Greene.
When I saw this in the bookstore I recognized the author as the same person who wrote The 48 Laws of
Power and The 33 Strategies of War.
This man is a master at distilling the life lessons hidden within stories about the behavior of extraordinary
people throughout history from every corner of the world into behaviors and thinking we can step into that
will separate us from the average.
What I most love about these series is how they’re story driven. Not just an accounting of facts.
Dr. Gene Landrum’s books “Profiles of Power and Success”, “The Superman Syndrome” or “The Eight Keys
To Greatness”, take you inside the minds of mega successful business people and leaders but the story
telling is nowhere near as hypnotic.
You should still snatch every one of these up though. Dan Kennedy turned me onto them and I’m grateful
he did. The insights buried in them are fascinating.
Robert Greene’s books are must haves for the library of anyone who wishes to understand what influences
people to do what they do.
You may find that resources like these plant seeds in your subconscious mind that ordinary copywriting/
marketing courses don’t. They enrich the soil where your ideas come sprout from.
I invite you to stray from text book material once in a while and go on an adventure with books like these.
You’ll be glad you did.
Wishing you speedy and spectacular success,
Note Taking Nerd #2
P.S. Please let me know what you thought of this series (good or bad) and if you’d like me to start another
based on a different chapter of this book.
CHA PTE R 4 6
Super Bad Ass Stuff You Can Use To Make Your Life Dreamier
H
ey Guys,
Number #2 here with a list of toys I think you’ll be pretty excited about.
I read Dr. Joe Mercola’s blog and today I was glued to his site ogling the list he called…
10 Useful Web Applications You Don’t Know About
He pulled it from a site called Lifehacker which from the list that follows tells me you might wanna check
‘em out. Some of the links below go to their site.
Like I said, I spent more time on this site today than I usually do and by the time I had followed 3 of the
links below I was sold on the idea you guys needed to see this.
So I copied it and pasted here for you. Enjoy, and let me know what you think…
Wishing you speedy and spectacular success,
Note Taking Nerd #2
P.S. Don’t go directly to the site first. As usual tech geeks don’t do the best job of explaining benefits but the
links inside the paragraphs go to the life hacker blog and they do an awesome job of showing you how powerful this is.
10. Qipit
Cameraphone image scan to PDF via email
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Snap a photo of a whiteboard or document with your cameraphone and email it to Qipit.com, a webapp
that scans your photo to a PDF document and stores it online automatically. You can also fax images of
documents from Qipit, too.
9. Ning
Social network creator
Build your own social networking community site with Ning, a WYSIWYG web site creator that offers user
registration and profiles, polls, blogs, photo albums, and boards at your own URL for free.
8. Jott
Voice to text reminders, blog posts, and calendar events
If you ever call your answering machine to leave yourself a reminder message, Jott’s for you. Call Jott to
leave your message instead, and get it transcribed and sent to your email address. You can also call Jott and
send your voice message to your blog, Twitter account, or add events to your Google Calendar via Jott as
well as other services.
7. Anywhere.FM
Music library hosting and web playback
Stop toting your iPod or entire iTunes library around on your local hard drive: instead, upload unlimited
MP3’s to Anywhere.FM and listen from your web browser from anywhere.
6. Doodle
Group polling for scheduling large events
When organizing a recent reunion event that involves upwards of 80 people trying to figure out what the
best date was for everyone, Doodle’s group polling app saves the day. Set up a Doodle poll with possible
dates and times for any kind of gathering with lots of attendees, and email out the Doodle URL, where each
person can enter what times they can make it, and see who else is available when.
5. Netvibes
Browser start page
Set up your web dashboard at Netvibes, a sleek, drag and drop, customizable start page that gets all your
crucial information in one place the moment you launch your browser. Here are a few ways to trick out
your Netvibes.
S u p er Ba d A s s S t u f f Y o u C a n U s e T o M a k e …
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4. Zoho Suite
Web-based office suite
While Google Docs seems to be the first product people think of when online office suites come up, the
lesser-known Zoho Suite offers more apps and features. See how Zoho stacks up against Google Docs.
3. Meebo
Web-based instant messenger
Chat with your buddies across multiple IM services without installing a thing using the Meebo web-based
chat client. Great for folks in IT lockdown, Meebo lets you log in and chat with buddies on AIM, MSN,
Yahoo! Messenger, ICQ, and Jabber/GTalk.
2. TiddlyWiki
Personal, one-page wiki
While TiddlyWiki isn’t a hosted webapp like the others, it uses a web page to store your information locally.
TiddlyWiki has to be seen to be believed, and it’s also spawned many offshoots like GTDTiddlyWiki. See
how to get organized with GTD TiddlyWiki.
1. Remember the Milk
Task manager, reminder system, personal organizer
Among the slew of web-based task managers that have flooded the internet in the past couple of years,
Remember the Milk stands head and shoulders above the rest: its modern interface and deep feature set
make organizing your to-do’s actually fun. Here’s how to organize your life with Remember the Milk.
CHA PTE R 4 7
Long Haired Mexican Pot Head Shocks This Marketer With His
Common Sense Sales Persuasion Tactics
H
ey Guys,
#2 back writing to you from Gate D of the Phoenix International Airport.
In this flurry of holiday season travelers I had to plop myself down in a chair and write because I just had an
experience I’d like to share with you.
As any of you in the United States know, all of our major metropolitan cities locate their international airports in the ghettos of town.
You can’t very well have jumbo jets screaming over million dollars estates can you?
So before I go to the airport today I need to fill my car up with gas. As I’m pumping I see a man coming in
my direction. My first thought is… “Homeless dude wanting some change.”
I started cringing inside because I hate this marketing tactic. Yes, homeless people asking you for money is
a marketing tactic. And an effective one too for the few people who have the balls to do it congruently.
Why?
Because out of the people who pass, you’re guaranteed to encounter the poor souls who submit to the
powers of other people’s opinions of them.
When a homeless person is able to look this person in the eye and ask them clearly and concisely for
money, they’re gonna get it.
These people cave because they fear this homeless person they might not ever see again will think they’re an
asshole for not giving them any money.
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141
Have you ever cared for a moment, maybe a couple of moments what a homeless person thought of you? I
have. I’ve given money, bought food and given rides because of it.
And when I got hit up too many times in row I’d lie and say I didn’t have any money. Why should I feel
guilty? Why did I feel like I had to lie? Why didn’t I just look the person in the eye and say no?
Because I lent value to their 35 second impression of me. This person would only remember me for less
than a minute. After this time their memory of me would fade to nothing. Especially if they were blasted at
time of their request.
I still give money to homeless people once in a while but not nearly as much as I used to.
I’ve come to the conclusion that I’d been betraying myself all those years by giving when and where I didn’t
want to. Giving out of fear, rather than on purpose depleted my self esteem.
And guess what?
This fear of what other people thought of me surfaced in every other part of my life. Because of this I never
stated my preferences and was living a lie. I spouted lies to give people the impression I was something I
wasn’t.
And while being fake, both the person I was attempting to mislead… and I knew the deal. We both kept a
silent agreement that they were in control because they could see through my paper machete front. If they
could get something from me the relationship lasted long. If not, I was ditched and dissed as soon as I was
found useless.
My cup was always empty and I was looking to others to fill it.
If you’ve ever felt like this before and overcome it you know that one of the major steps to clearing this issue
up was to address your beliefs and values. The way we give meaning to our experience shapes our experience.
Throughout my years of reading personal development material one of the best pieces of advice I heard was
from Jack Canfield of “Chicken Soup For the Soul” fame. The advice was to state your preferences. Be
radically honest.
This Christmas one of my brothers gifts to me consisted of a T-shirt, a DVD with a homemade bracelet
package revolving around the “Invisible Children” theme.
I had never heard of “invisible children” till I opened my gift. If you haven’t either here’s what I gathered
from my dad and my brother in a 3 minute discussion about it.
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If I remember right, a group of Americans went to Uganda to shoot a documentary and ended up stumbling upon a trend going on there where the military were forcing very young children to strap on machine
guns and go to war for their cause.
That’s about all I know. It’s about all I care to know.
I love kids. And I believe anyone who mistreats them should be horrifically tortured for weeks on end. But
for me to walk around with this bracelet and t-shirt on would be false advertising.
I’m not a fan of charities.
I’m honest with myself and you in my admitting I’m not willing to do anything of substance for anyone but
kids in my reach. And I don’t even feel good just writing a check. I have serious trust issues with charities
so it’d have to be something I felt would 100% benefit the kids.
If I really cared about what happens to children in Africa, Russia, or in Mexico, anywhere but my very own
backyard I’d be engaged in the trenches doing what needed to be done.
For me, giving money to people who claim they’re gonna put an end to another country’s wrong doings is
totally out of the question.
It’s my personal opinion that 99 % of charities are poorly managed. They spend more money than is necessary on administrative expenses. Their marketing dollar is usually squandered on horrid advertising which
leads to very little money getting where it’s meant to go.
Don’t even get me started on the swindles.
So unless I’m actually on the front line for a cause I blank it out. Most people on earth do. Most don’t
admit it verbally but they do so with their actions.
It’s like the Andrew Carnegie quote “The older I get the less I pay attention to what people say and the more
I watch what they do.”
I have zero interest in giving unless I see, feel and touch what I’m impacting. Dan Kennedy has been a
pivotal person in my life in helping me to see there’s an empowering way to do this. A win-win strategy
where both the giver and the receiver benefit.
In his Wealth Attraction book and seminar he talks about setting up a giving account. This money can only
be used for donations to whatever cause you wish. Dan loves the idea of spending his over tipping excellent
service.
People busting their ass with a pleasing demeanor makes your life easier and pleasuable. Why not reinforce
this amazing behavior and mindset? The ripple effect can be stunning.
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If you’ve worked for tips before you know this to be true. Someone appreciating your adding value to their
life makes both of you feel awesome.
Whenever I get the opportunity to do this I’m over-joyed. Jim Rohn talks about engineering this kind of
experience by greasing the skids before you get the service to ensure you’re taken care of.
What Way Of Giving Back Feels Best To You?
I love helping people but not out of obligation or guilt. Recently I gave a friend all the precious metal I had
collected to sell so he could get himself out of a tight jam. And I did this with no contract or agreement. I
don’t even care if he pays me back.
Why? Because he didn’t try to guilt me into helping him.
Now coming full circle to the man coming at me when I was pumping my gas before going to the airport
today.
My mind went into defense mode because I was preparing to shoot this guys request down. But when I
could see the man’s clothing I could tell he wasn’t homeless. And what came next surprised me.
When the hockey jersyed, pony tailed Mexican got about 20 feet away from me he asked “You wanna buy
some weed?”
I had to do a double take. As he got closer I asked him “What?”
He said, “You wanna buy some weed?” Then he pulls out his baggie and shows it to me. This was awesome.
I told him “Nah, man.”
He said “I’m just trying to put some cash together. Hey, man I’ll give you a dime for five bucks.”
I told him “Nah man. I don’t party anymore.”
He said “You know anyone else who wants to buy some weed?”
I said “No.”
He said, “Do you have any kind of change you can help me out with then?”
He never told me why he needed money and I suspect it was so he could supplement his weed high with a
beer, but he didn’t need to say. He brought down my defenses by proposing first to add value to my life.
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Does your marketing land on people and feel like you’re trying to get something from them rather than
give something?
If it does you’ll get the “Oh, yuck…” response.
This man presented his proposition to me at the wrong time of my life but never the less, I liked his direct
approach. I loved how he was up front with me and didn’t try and make feel guilty because he was a vet or
had imaginary kids to feed or supposedly hadn’t eaten for days.
So, I gave him five bucks. His eyes bulged out as he looked at the money in his hand. He thanked me
profusely and walked away. I enjoy interactions with straight up people and it felt good rewarding this man
for his honesty.
If the way you give back isn’t fulfilling on the deepest level I suggest you re-evaluate why you’re giving
where you do and seek a cause or method that’s a sure fire 100% guaranteed win-win for you and the
person or animals you’re helping out.
It’s my opinion that no one gives for totally selfless reasons. At bare minimum we always get a feeling from
our giving. Why not have that be an empowering feeling?
I instantly started feeling better about myself when I stopped giving out of guilt and obligation. If you
haven’t already, maybe you will too.
Happy holidays!!! I’ll talk to you again soon.
Wishing you a speedy and spectacular success,
Note Taking Nerd #2
CHA PTE R 4 8
Is The Story Behind What You Sell Potent Enough To Convince
Your Customers To Risk Death To Get It?
H
ey guys,
Number 2 is back with a doozy of a post for you.
If you are easily offended by R rated content please stop reading this now.
Seriously.
The topic of our discussion comes from someone I consider one of the greatest living storytellers on the
face of planet Earth.
Quentin Tarantino.
And one word comes to me when I think of his movies. Raw.
So if explicit language gets your blood boiling, distracts you from learning and keeping yourself in a
resourceful state of mind… skip today’s lesson.
This post is about presenting your product or service in a way that makes your ideal prospects lock eyes
on you, listen with their ears perked up and then feel like they’re betraying themselves if they don’t take
advantage of what you have to offer.
As much as the lazy part of my mind wanted to drag the tired ass Claude Hopkins Schlitz Beer example out
to express this point I thought I’d spare you what several older copywriters haven’t.
For those who haven’t heard the story here it is microwaved. Back in the early 1900’s Schlitz beer was getting it’s ass kicked in the beer market. They sought out the advertising genius Claude Hopkins. He
requests a tour of the their beer brewing facilities and after seeing for himself the elaborate process they go
through to get you drunk he finds what he needs.
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He tells Schlitz that the angle he’s going to take is to let the world in all the gyrations they go through to
make beer. The owner of Schlitz tells him “Everyone does what we do.” And good ole’ Claude tells em,
“But no one talks about it.”
And when they started running beer ads that went into depth talking about “Why” Schlitz beer was good
they went to number 1. End of Story. Jay Abraham tells this better than I just did but you got the point
right?
I love me some Claude Hopkins just as much as the next guy but my mind whails ”Again. You gotta be
fuckin’ kidding me” when I hear someone roll this aged fable out on stage in it’s wooden wheelchair.
This is one thing I respected about Gary Bencivenga’s Seminar. He went out like a champ. He spoke about
the core fundamentals of persuading in print and did it with his own fresh analogies.
This means he actually put some thought into his presentation instead of puking up examples talked about
by everyone and their sister already.
Some people rationalize a good story is a good story and if it works don’t break it. I have a different take.
And that is… people are lazy. Thinking isn’t easy. Recycling is. This is why people don’t look at the hundreds of other examples you could use to bring home your point.
Like I did today.
I plucked this nugget directly from the wild fired bosom of the Pulp Fiction screenplay.
Folks this is writing. Every day and every way I aspire to write copy this sprited.
Remember when I mentioned a few posts back the idea of re-writing the money-shot parts of ads and
screen play dialogue to get an unfair advantage when writing?
If you ever write dialog in any of your copy get your ass some Tarantino screen plays. Dialogue is this
man’s gift from God.
As a favor to you I’ve attached a copy of Pulp Fiction for you here. If you’ve seen the movie you’ll be transported back to this very scene saying the lines in the same cadence as Christopher Walken did.
So in the name of a fresh perspective… Here’s my take on what aFoul Mouthed Vietnam Vet Can Teach
You About Presenting What You Sell Provocatively.
33.
FADE UP:
ON THE CARTOON “SPEED RACER.”
Speed is giving a detailed description of all the features on
Is The Story Behind What You Sell Potent…
his race car “The Mac-5,” which he does at the beginning of
every episode.
OFF SCREEN we hear a WOMAN’S VOICE….
WOMAN’S VOICE (OS)
Butch.
DISSOLVE TO:
BUTCH’S POV
We’re in the living room of a modest two bedroom house in
Alhambra, California, in the year 1972.
BUTCH’S MOTHER, 35ish, stands in the doorway leading into the
living room. Next to her is a man dressed in the uniform of
an American Air Force officer. The CAMERA is the perspective
of a five-year old boy.
MOTHER
Butch, stop watching TV a second.
We got a special visitor. Now do
you remember when I told you your
daddy died in a P.O.W. camp?
BUTCH (OS)
Uh-huh.
MOTHER
Well this here is Capt. Koons. He
was in the P.O.W. camp with Daddy.
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CAPT. KOONS steps inside the room toward the little boy and
bends down on one knee to bring him even with the boy’s
eyeline. When Koons speaks, he speaks with a slight Texas
accent.
CAPT. KOONS
Hello, little man. Boy I sure
heard a bunch about you. See, I
was a good friend of your Daddy’s.
We were in that Hanoi pit of hell
over five years together.
Hopefully, you’ll never have to
experience this yourself, but when
two men are in a situation like me
and your Daddy were, for as long as
we were, you take on certain
responsibilities of the other. If
it had been me who had not made it,
Major Coolidge would be talkin’
right now to my son Jim. But the
way it worked out is I’m talkin’ to
you, Butch. I got somethin’ for
ya.
The Captain pulls a gold wrist watch out of his pocket.
Is The Story Behind What You Sell Potent…
CAPT. KOONS
This watch I got here was first
purchased by your great-granddaddy.
It was bought during the First
World War in a little general store
in Knoxville, Tennessee. It was
bought by private Doughboy Ernie
Coolidge the day he set sail for
Paris. It was your greatgranddaddy’s war watch, made by the
first company to ever make wrist
watches. You see, up until then,
people just carried pocket watches.
Your great-granddaddy wore that
watch every day he was in the war.
Then when he had done his duty, he
went home to your greatgrandmother, took the watch off his
wrist and put it in an ol’ coffee
can. And in that can it stayed
‘til your grandfather Dane Coolidge
was called upon by his country to
go overseas and fight the Germans
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once again. This time they called
it World War Two.
Your great-granddaddy gave it to
your granddad for good luck.
Unfortunately, Dane’s luck wasn’t
as good as his old man’s. Your
granddad was a Marine and he was
killed with all the other Marines
at the battle of Wake Island. Your
granddad was facing death and he
knew it. None of those boys had
any illusions about ever leavin’
that island alive. So three days
before the Japanese took the
island, your 22-year old
grandfather asked a gunner on an
Air Force transport named Winocki,
a man he had never met before in
his life, to deliver to his infant
son, who he had never seen in the
flesh, his gold watch. Three days
later, your grandfather was dead.
But Winocki kept his word. After
Is The Story Behind What You Sell Potent…
the war was over, he paid a visit
to your grandmother, delivering to
your infant father, his Dad’s gold
watch. This watch. This watch was
on your Daddy’s wrist when he was
shot down over Hanoi. He was
captured and put in a Vietnamese
prison camp. Now he knew if the
gooks ever saw the watch it’s be
confiscated. The way your Daddy
looked at it, that watch was your
birthright. And he’d be damned if
any slopeheads were gonna put their
greasy yella hands on his boy’s
birthright. So he hid it in the
one place he knew he could hide
somethin’. His ass. Five long
years, he wore this watch up his
ass. Then before he died of
dysentery, he gave me the watch. I
hid this uncomfortable hunk of
metal up my ass for two years.
Then, after seven years, I was sent
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home to my family. And now, little
man, I give the watch to you.
Capt. Koons hands the watch to Butch. A little hand comes
into FRAME to accept it.
Now that’s what I call a sales presentation.
If you haven’t seen the movie here’s why Tarantino felt this story was critical to the success of the movie.
When you’re brought into the present day, Butch has grown up and become a prize fighter. In his next
bout he’s supposed to lose the match and has been paid thousands and thousands of dollars by a junkyard
dog gangster to do so.
He didn’t.
Instead he had a buddy spread the money he was paid off with around town to several different bookies.
He bet on himself winning the fight.
Long story short, he wins the fight, jumps out of a 4th story window into a dumpster and hops into a
waiting cab. Down the road he has the cab pull over to a payphone so he can confirm with his friend that
all the bets were placed.
After he’s told everything went off with a hitch he knows all that’s left to do now is get out of town on the
train tomorrow.
Meanwhile the Junkyard Dog gangster has made a declaration… “I’m prepared to scour the earth for that
mutha fucka. If he goes to Endo China I want a nigga ready to hop out of bowl of rice and pop a cap in his
ass.”
When Butch gets to the hotel room where his girlfriend is holed up, he makes love to her and knocks out.
In the morning as the two of them are getting ready to scat town and live the good life he starts looking for
his father’s watch. It’s not there.
He asks her where it is and she says she packed in the suitcase. It’s not there. When he doesn’t find it he
goes absolutely ballistic with fear and rage.
After calming himself down he makes the decision to go back to the apartment where killers are staked out
waiting for him to show up.
Is The Story Behind What You Sell Potent…
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On his way there he says to himself…
BUTCH
Of all the fuckin’ things she
coulda forgot, she forgets my
father’s watch. I specifically
reminded her not to forget it.
“Bedside table — on the kangaroo.”
I said the words: “Don’t forget my
father’s watch.”
Had Tarantino not told the story of the gold watch in such a compelling way you wouldn’t feel empathy or
at least get why he’d be willing to chance being murdered on sight.
This was no ordinary watch. This was to be his son’s birthright. This watch was to stay in the Coolidge
family till the end of time. His ancestors had gone through hell and back to make sure he got it and he was
obligated to do the same.
Is what you sell valuable based on the story you tell about it? How valuable? Are you exploiting the
story behind what you sell provocatively?
Don’t think too hard about the answers to these questions. Just dream about ‘em tonight as you sleep.
Then when we talk again, we’ll check out some examples of business people like you unveiling the hidden
asset most people keep locked away in the basement of their mind.
Till Then I’m wishing you a speedy and spectacular success,
Note Taking Nerd #2
CHA PTE R 4 9
Are You Coming Across as Too Much of a Smarty Pants To Your
Prospects And Customers?
H
ey Guys,
Number 2 back in the house. Been buried in a clients project. A financial investment product.
I sent him a creative overview which asked all the questions meant to pry out all the details about what
we’re selling. But while reading through the answers I kept stubbing my tongue on “corporate speak.”
You know, stuff like this blurb I just pulled off of Forbes.com…“General Motors moves higher as its
finance arm gains bank status and eligibility for TARP funds.”
As elementary as this may sound to somebody in the finance field, it’s over my head. I know if I really had
to know all the jargon terms used here I could google them and find out their meanings in no time.
But if I’m busy, I might not even finish reading a sentence like this.
While continuing to slog through all the documents this client sent me, the very first and only salesletter he
had written emerged. I think he used Dan Kennedy’s “The Ultimate Salesletter” as a guide.
To my surprise, I read every single word of the ad.
Not out of obligation to the research but out of pure interest. The ad has tons of opportunities for improvement but this man did an absolutely fine job of keeping the tone intriguing, conversational and jargon free
without sounding dumbed down.
That’s magic.
And he did this while talking about an investment which gives 20 lucky investors the privilege of ponying
up $400,000 to be included in this fund.
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Immediately after reading this letter I zipped him an email commending him for his effort and telling him
that this may have been the most important document he sent me.
Do you lace your copy with sentences chock full of important sounding gobbeldy guuk?
The GM sentence above was an oh-so-sophisticated way to talk money and now I want to show you an
example of a master making the complicated, easy.
This copy comes out of Gary Bencivenga’s famous “Simplify and Grow Rich” promotion he did for Tom
Phillips years ago.
Look at this copy at the front of the magalog…
“Here, at long last, is a remarkably easy and effective wealth-building program for those of us who
DON’T want to spend three hours a day following the markets, competing with professionals, and worrying about our money.”
Now if you don’t believe this Andy Griffith simple idea would appeal to rich people, look no further than
Bernie Madoff. He’s the guy behind the latest multi-million dollar investment swindle.
Investors who lost money in this deal loved the idea of putting their money in the hands of someone besides
themselves; a wizard who would spin their investment into gold while they watched movies on the couch.
From what I hear the majority of the investors were all part of the same country club. Word traveled quick
and next thing you know this guy’s managing 100’s of millions of dollars; most coming from referrals from
club members.
There’s a secret fundamental you want to remember about people handing over their money to someone
else to manage. When you shift the responsibility for your wealth over to someone else — there’s two
beliefs people might adopt.
One is the belief you’re a genius or you’re special because you know a guy with the Midas touch and you’re
the one who found and picked him to grow your nest egg. This belief usually thrives when returns are
coming in fast and furious.
The other belief is one that let’s you off the hook when you get snockered and lose all or most of your
money. “My money managers an idiot. That’s why I’m broke. It’s his fault.”
People love the idea effortless wealth and blaming others for their problems.
So here’s this genius Gary who rides on this understanding by appealing to the idea that we don’t want to
complicate our lives. We want the exact opposite.
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Look at this bullet of contents. Oh yeah, I said bullet. Gary is expert at making his table of contents sell by
making them core-of-sun hot bullets.
You know who else does an amazing job of this? Cosmopolitan magazine. The bullets on the front cover
are money but their table of contents are the cracker jack surprise buried within.
The editor knows a person standing in line at the grocery store only has a couple of precious moments to
burn while waiting to checkout. In this time most people can’t read any articles so the next best thing to do
is go straight to the table of contents, breeze through and see if this issue has enough juicy topics to force
them into tossing it on the conveyor belt.
Here’s one of Gary’s bullets designed to get someone to dive into his ad:
Safest stock you can own - and yields 8.3%…………………………………………………Page 19
Simple, yet titillating. Secure yet productive. Tell me more.
Look at what you get when you go to page 19…
The Safest Type of Stock
You Can Own
Do you know the safest type of
stock you can own? It’s preferred
stock. Since the great majority of
stock is common stock, not many
people know much about the
preferred variety.
That’s a pity, because properly
chosen preferreds can be one of the
most powerful weapons in your
Simplify and Grow Rich arsenal.
In fact, they can give you the most
A r e Yo u C o m i n g A c r o s s a s T o o M u c h o f a …
attractive features of BOTH stocks
and bonds.
For example, in your free report,
I’ll tell you about the preferred stock
of one of America’s ultra-blue-chip
corporations, a world famous leader
in it’s field…and a financial Rock
of Gibralter.
Just look at the unmatched
combination of advantages you
gain with its preferred stock:
You enjoy a delightful 8.3%
yield no matter what happens to the
stock market or the price of this
company’s common stock.
To put that assured 8.3% yield in
perspective, it’s currently about four
full percentage points higher than
money markets yield, giving you in
effect a 90% higher return
on every dollar you invest. As we
saw earlier, if you want every dollar
to multiply into many future
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generations of dollars for the rest
of your life, you just can’t afford to
pass up a safe 90% difference in the
amount of interest you can earn with
a portion of your money.
You gain complete protection
against all the usual volatility and
threats that affect common stock.
Yet you can still participate in
significant capital gains if interest
rates fall (boosting the value of your
guaranteed yield). This is important
at this time, since lower interest rates
are virtually guaranteed.
…………………………………………
Does “Financial Speak” usually bore the hell out of you? It does me.
I used to like reading Investors Business Daily for one section. The Leaders & Success article. As soon as I
finished this I’d put the paper down. On occasion I’d scan for other articles but the jargon jungle was too
thick to keep my attention.
The copy Gary wrote above gives even a rank beginner an easy to understand reason why you might wanna
check out preferred stock. How many daunting words or terms did he wedge into what could easily be considered a “high brow” topic? None.
Even this “Finance Speak” phobic effortlessly read every sentence of this section.
Your beliefs may hypnotize you into thinking you need to “sound professional and savvy.” You do, but
when you over do the “important sounding words and insider language” your copy sounds hoity toity,
boring and try hard.
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When this happens you run the risk of blowing the circuits of peoples “microwave” mindset.
I want to be like Gary. For this promotion I’m working on I’ll be asking him for help via his finance letters.
Without a treasure trove of sales letters I might’ve thought my ad had to sound like the Wall Street Journal
to be taken seriously. Now I know better.
This yet another unique way your swipe file can come to your rescue. All the masters are great at transforming boring topics into entertaining ones and brain surgery into brain dead simple.
If what you’re selling is complicated please do your readers a favor and don’t ask them to work to give you
money. Even the geekiest of us know how to explain something so anyone can “get it.” Make it easy for
people to understand how you can help them and they’ll reward you for it.
Wishing you speedy and spectacular success,
Note Taking Nerd #2
CHA PTE R 5 0
Predictions For 2009 Part One
H
ey Nerd Fans,
After a bit of a set back in a number of ways We are back and have a whole lot of cool stuff coming your
way in the next little while.
Prediction #1: This Recession is here to stay. Yep, I believe we are headed toward a very turbulent near
future.
I suggest if your hanging on to a piece of real estate or that stock you think is going to rebound you take the
opportunity to get out while you still can and that opportunity may present itself in;
Prediction #2: Sometime in the early part of this year the stock market may rebound. It will not last for a
very long time. Maybe a month or up to three. Whatever it is take this opportunity to get out of any stocks
you may be stubbornly holding on to.
Prediction #3: The Commercial Real Estate market will finally collapse. Over the last few years as the residential market collapsed, and continues too, the commercial market has held up fairly well. This will stop
sometime this year and we will see many of those strip malls you saw sprout up over the last decade file
bankruptcy and many will become bare of any tenants at all. My suggestion is that you get out of commercial real estate unless you are renting to tenants with world class credit.
Prediction #4: The Residential Market will continue to decline rapidly. Yes, the worse is not here yet. Many
people have done everything possible to keep paying there mortgages and that will end very soon as they
will have no choice but to give up there dreams. So if you think we’ve hit bottom I suggest you wait just a bit
longer and see how things work out.
Tomorrow I’ll be back with Four More Predictions for 2009.
CHA PTE R 5 1
If I Could Hear The Questions You Ask Yourself Would I Think I
Was In The Presence of a Leader Or a Victim?
I
was cruising Dr. Mercola’s site again today and I came across a post about productivity.
It gave a list of questions you could ask yourself to get your act together. The questions were plucked from
David Allen’s “Getting Things Done” program.
This man is highly revered for what he’s done to transform people like yourself into lean mean productive
machines.
The questions below are great but I’ve spotted a flaw in some of them.
What you say to yourself is the most important factor when it comes to your success. Everything you
do is a result of the conversations you have with yourself. Everything.
Some people’s dialogue allows them to live life on their terms. To do what they want, when they want, with
whomever they want, for however long they want and wherever they damn well please.
Some people’s self talk is so rotten they’re convinced themselves there’s no way out of this problem, things
will never get better and they should commit suicide because of it.
Think of the movie Shawshank Redemption.
Tim Robbin’s character “Andy Dufresne” is wrongly imprisoned. For years he was beaten, tortured, and
taken advantage of. Circumstances that are prime breeding ground for suicide chatter.
But did Andy give up? No.
The questions he asked himself allowed him one at a time to get juiced in with the captain of guards, the
warden himself and to cultivate an unbreakable bond with Morgan Freeman’s character “Red.”
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There’s more.
The quality of questions he asked himself allowed him to escape prison, become rich and save his best
friends life.
This movie moves me to tears every time I watch it. Especially these parts…
RED (V.O.)
Those of us who knew him best talk
about him often. I swear, the stuff
he pulled. It always makes us laugh.
A wild burst of laughter. PUSH IN on Red. Feeling melancholy.
RED (V.O.)
Sometimes it makes me sad, though,
Andy being gone. I have to remind
myself that some birds aren’t meant
to be caged, that’s all. Their
feathers are just too bright…
269 EXT — FIELDS — LATE DAY (1966) 269
Convicts hoe the fields. Guards patrol on horseback.
RED (V.O.)
…and when they fly away, the part
of you that knows it was a sin to
lock them up does rejoice…but still,
the place you live is that much more
drab and empty that they’re gone.
If I Could Hear The Questions You Ask…
163
A DISTANT RUMBLE OF THUNDER. Red pauses, gazes off. Storm
clouds coming in, backlit by the sun. A light drizzle begins.
RED (V.O.)
I guess I just miss my friend.
……………………………………………………………………………………………
This is the part of the movie that touches me most. The language of this metaphor is so beautiful I
don’t even need the music, the visuals or Morgan’s voice for this to choke me up.
I didn’t think it’d matter. I should’ve known better.
Do you hear how Red talks himself into a un-resourceful state here? Listen to this next part…
………………………………………………………………………………………………
INT — SHAWSHANK HEARINGS ROOM — DAY (1967)
Red enters, sits. 20 years older than when we first saw him.
MAN #1
Your file says you’ve served forty
years of a life sentence. You feel
you’ve been rehabilitated?
Red doesn’t answer. Just stares off. Seconds tick by. The
parole board exchanges glances. Somebody clears his throat.
MAN #1
Shall I repeat the question?
RED
I heard you. Rehabilitated. Let’s
see now. You know, come to think of
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it, I have no idea what that means.
MAN #2
Well, it means you’re ready to
rejoin society as a—
RED
I know what you think it means. Me,
I think it’s a made-up word, a politician’s word. A word so young fellas
like you can wear a suit and tie and
have a job. What do you really want
to know? Am I sorry for what I did?
MAN #2
Well…are you?
RED
Not a day goes by I don’t feel
regret, and not because I’m in here
or because you think I should. I
look back on myself the way I
was…stupid kid who did that
terrible crime…wish I could talk
sense to him. Tell him how things
are. But I can’t. That kid’s long
gone, this old man is all that’s
If I Could Hear The Questions You Ask…
165
left, and I have to live with that.
(beat)
“Rehabilitated?” That’s a bullshit
word, so you just go on ahead and
stamp that form there, sonny, and
stop wasting my damn time. Truth
is, I don’t give a shit.
The parole board just stares. Red sits drumming his fingers.
CLOSEUP — PAROLE FORM
A big rubber stamp SLAMS down — and lifts away to reveal the
word “APPROVED” in red ink.
………………………………………………………………………………………………
How’d you like the takeaway close here?
His conversation landed on anyone who heard it as genuine and from the heart. Taking on the identity
of a wise man who realized he wasn’t his mistakes is what made his statement so congruent.
In this next piece listen to how he has to talk himself out of being a quitter…
………………………………………………………………………………………………
288 INT — RED’S ROOM — NIGHT 288
Red lies smoking in bed. Unable to sleep.
RED (V.O.)
Terrible thing, to live in fear.
Brooks Hatlen knew it. Knew it all
too well. All I want is to be back
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where things make sense. Where I
won’t have to be afraid all the time.
He glances up at the ceiling beam. “Brooks Hatlen was here.”
RED (V.O.)
Only one thing stops me. A promise
I made to Andy.
………………………………………………………………………………………………
You might have had conversations similar to this. You mind is telling you to quit. This isn’t working.
Go get a real job. You’re afraid because you don’t know where the rents gonna come from.
But there’s the part of you that doesn’t care because what you’re doing now makes you feel alive. You’re
days fly by because you love your work. You haven’t made it yet but you’ve promised yourself you’d do
whatever it took to make it.
In this next section, you can listen to Andy sell Red on the idea of living…
………………………………………………………………………………………………
ANDY (Voice Over)
Dear Red.
If you’re reading this,
you’ve gotten out. And if you’ve
come this far, maybe you’re willing
to come a little further. You
remember the name of the town,
don’t you? I could use a good man
to help me get my project on
wheels. I’ll keep an eye out for
If I Could Hear The Questions You Ask…
you and the chessboard ready.
(beat)
Remember, Red. Hope is a good
thing, maybe the best of things,
and no good thing ever dies. I will
be hoping that this letter finds
you, and finds you well.
Your friend. Andy.
By now, tears are spilling silently down Red’s cheeks. He
opens the other envelope and fans out a stack of new fiftydollar bills. Twenty of them. A thousand dollars.
293 INT — RED’S ROOM — DAY (1967) 293
Red is dressed in his suit. He finishes knotting his tie, puts
his hat on. His bag is by the door. He takes one last look
around. Only one thing left to do. He pulls a wooden chair to
the center of the room and gazes up at the ceiling beam.
RED (V.O.)
Get busy living or get busy dying.
That’s goddamn right.
He steps up on the chair. It wobbles under his weight.
294 INT — BREWSTER — RED’S DOOR — DAY (1967) 294
The door opens. Red exits with his bag and heads down the
stairs, leaving the door open. CAMERA PUSHES through, BOOMING
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UP to the ceiling beam which reads: “Brooks Hatlen was here.”
A new message has been carved alongside the old: “So was Red.”
………………………………………………………………………………………………
Andy made Red question his belief that he couldn’t make it on the outside as a free man.
Andy and Red made it to their glorious ending by asking themselves a better quality question.
So did real life redemption artists like Viktor Frankl, Ghandi and Nelson Mandela.
Everyone with a fully functioning mind has this power. Especially you. You’re being here reading this tells
me that. You could be reading a tabloid rag now but you’re not. And for this I commend you. You’re a
rare and special being.
Below is the list of 11 questions David Allen says you can use for a weekly review.
I’ve listed his questions and re-mastered the ones I felt could be better in blue. Use whichever you wish.
Ask yourself these question at the start of your week to maximize your effectiveness and lead yourself into a
productive week:
What do you have to work on the next few days? What do I get to work on the in the next few days? I
don’t like to feel forced into doing something. I love it when I “get” to things.
What deadlines do you have coming up? What deadlines are going to be conquered by me?
Are there any new projects you have time to start working on? Where is the extra time in my schedule I
can use to work on new projects? You get what you look for. It seems to me it’d be easier to say no to the
first question. The second one presupposes there is time and I just need to find it.
What went wrong over the past week? What lessons can you learn from that? How am I a stronger, smarter
and an even more sophisticated person from what I learned from mistakes I made or others made this
week?
What went right over the past week? How can you make sure more of that happens?
How well are you keeping up with all my duties and obligations? Duties and obligations are ugly words to
me. This question smacks of the parental/authority language I’ve shunned my whole life. I like… Who or
what is depending on my kick ass expertise this week and how can I maintain the impeccable reputation of
a man who does what he say’s he will?
What is coming up that you need to be prepared for? Once again a word that can be transformed; need.
Need here seems like I’m being sentenced to dreadful work. Being prepared when an opportunity is any-
If I Could Hear The Questions You Ask…
169
thing but dread. It’s magnificent. Instead I’d ask myself “What do I get to do to prepare myself to make
this upcoming project my bitch?”
What kind of help do you need? Here again need sounds whiny. I’d ask “Who’s my go-to-guy or gal I get
to share the glory with of making this project our bitch? What resources can we use to grease this process?
Is everything you’re doing contributing to your advancement towards your goals? What can you do about
the stuff that isn’t? What’s the list of things I can do this week that will contribute to the accomplishment of
my goals? What allows me to focus the majority of my time on these activities?
Are you happy with where you’re at? What would you like to change?
What are your goals for the next week? Month? 90 days? What are you most happy with in your life now?
What part of your life can you change to make yourself even happier? Meeting what goal will make my up
coming week a week to be proud of?
David Allen is a bad mofo. You should definitely use what he has to offer. But just because he’s a bad mofo
doesn’t mean you should relax and accept everything he tells you.
I know I don’t have to tell you this but I will anyway.
Be a bad ass bouncer for your mind. Screen out the trouble making loser language and ideas that want
to come in and ruin the party.
Just because someone has guru status doesn’t mean they’re perfect. I live by this belief and that’s what
made me question these questions. They didn’t gel right with my thinking.
So, I modified them to suit me. You should do the same if you don’t agree. And then tell me in post here
on the blog so I can consider adding them to mine. I’ll be looking forward to hearing what you liked and
didn’t like about this post.
I’ll talk to you soon.
Wishing You speedy and spectacular success,
Note Taking Nerd #2
CHA PTE R 5 2
“Kids Always Take The Chocolate or Cheese Coated Option. Do
You?”
N
ote Taking Nerd 2 back once again.
I’ve got a question for you.
Did you eat an entirely different diet than your parents did growing up?
I didn’t.
I ate and drank exactly what they did. Hamburger Helper, Cheetos, Tamales, Frozen Food dinners, Red
Vines, Microwaved Popcorn, Fish Sticks, Ice Cream, Fried Tortillas, French Fries, Kentucky Fried Chicken,
Pizza, 32 oz Cokes bigger than my head etc, etc.
My mom died not ever diverting from a steady diet of garbage like this. My dad still indulges but as his
body is starting to give him problems he’s opened up his awareness to the importance of eating healthy and
exercising.
I’ve taken a different path.
I’m the only person in my entire family to have ever stopped eating meat and sugar for years at a time. The
only person who has done a colon cleanse, a heavy metal cleanse, a liver cleanse, a parasite cleanse, a yeast
and candida cleanse and a whole body cleanse.
They poked fun at me when I’d be eating salad on Thanksgiving instead of plowing my face full of turkey,
stuffing and pie.
I didn’t give a shit.
The reason I didn’t was because I knew better. I studied health and shook myself out of the instant gratification hypnotic trance most of society ignorantly wallows in.
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171
As of now, I’m eating junk every once in while, say 25% of the time, while focusing on getting solid nutrition in my body the rest.
And after reading the article below at good ole’ Dr. Mercola’s site today, I know it’s time for another
cleanse…
Are Parents Killing Their Kids With Kindness?
Britain is attempting to tackle its growing childhood obesity problem. Recently, British officials started a
new campaign to warn parents that they may be “killing their children with kindness.”
Parents who indulge too many of their children’s desires, says the campaign, may be unwittingly setting
them up for problems with heart disease, diabetes or cancer.
This is not the first time Britain has tried to curb childhood obesity. Critics say the British government’s
past initiatives to fight the problem have failed. A quarter of all four- and five-year-olds are currently
overweight in England, and about one-third of children age 10 or 11 are also obese.
……………………………………………………………………………………………
You may or may not agree with me on this but I’m gonna say it anyway.
If kids get fat it’s all the parents fault.
I have a 2 1/2 year old niece. Her name is Kloe. When it comes time to eat lunch if I give her the option
between eating a salad or an ice cream cone, guess which one’s getting chose every single time.
The other day we were at the grocery store and I made the mistake of not strapping her into a cart. While
cruising around on foot she was grabbing everything within eye sight.
We cut through the chips/crackers section to get to the soymilk and I cringed at what happened next.
She was lagging behind and I look back and she had a lard ass family size bag of Nacho Cheese Doritos in
her hand. She looked at me and her little baby voice said “I like these.”
Egh.
This is sooo telling into what she see’s consistently at home.
And guess what? I had her put em back and later guess what hit her at eye level “surprise, surprise” those
Pepperidge Farm cheese flavored goldfish. I bought them.
She probably ate only around 20, maybe 30 of those teeny crackers because I jumped on the grenade.
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I ate the rest of them. I understand this little girl depends on me to protect her. And monitoring what she
eats is one of the easiest ways to prevent her from a painful disease ridden existence or worse… death.
Junk food is a patient killer. It’s in no hurry. It’s got nothing but time.
Some people might tell you stressing out on what you eat is dangerous and this is what leads to failing
health and diet abandonment. “It’s all in your head.” is what they say. If you make a big deal of eating some
junk it will hurt you. If you don’t you’ll be ok.
Then they throw out the cigar smokin’, booze swillin’, meat eatin’ George Burns living til’ a hundred and
whatever example.
I don’t argue. It’s not worth my breath. You know why? Because I agree with this on some level.
Stress kills. Probably faster than diet alone.
If you don’t manage your emotions you can have the healthiest diet on earth and still bore a hole into your
colon with cancerous thoughts and beliefs and values.
But most small children don’t have stress and cancerous thoughts and they’re still getting fat. Fat kills too.
Might have something to do with what they’re eating.
I’m not perfect. I actually liked chowing down on those crackers I bought for my niece. And I know being
super anal about every single thing I eat may lead to stress.
But if I swing in the total opposite direction and just barrage my body full time with worthless food, I’ll pay
for it and my family will too.
Food has the power to drastically affect how we feel in every moment of our lives through the lifting or
crashing our blood sugar. Most people don’t have the discipline to say yes to food that gives them energy
rather than fatigue (broccoli vs. Twinkies).
Children don’t have any other choice but to follow our example. Why would we sentence them to life of
pain because we can’t control our own eating habits?
Are we following the same dysfunctional programming passed on to us by our parents?
If so we are lucky because we have the power of choice. We don’t have to follow the crowd. We don’t have
to follow our parents. We can lead our children to health and vitality by making better eating decisions.
Isn’t that cool?
Start looking into healthier diet alternatives as soon as you’re ready to. Some of my favorite authors on the
subject are…
“ K id s Al w a y s T a k e T h e C h o c o l a t e o r C h e e s e …
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Dr. Jeffrey McCombs
http://www.mccombsplan.com
Andrew Weil
http://www.drweil.com
And Dr. Robert Young
http://www.phmiracleliving.com
Check these guys out. They’ve changed my life. Maybe they will yours too.
Wishing you speedy and spectacular success,
Note Taking Nerd #2
P.S. Please let us know of any authors or programs that have transformed you into a lean mean healthy
machine that everyone here should know about.
CHA PTE R 5 3
Do You Have Rickets of the Brain?
F
or Years I prided myself in reading as much as a two books a week sometime. I was always listening to
something to help improve myself or my business.
Lately I’ve been a Slacker.
I wish I could at least say I was out suring some real killer waves or hiking the hymalayas but no…
The best I can give you is the latest on the Michael Jackson case or Celebrity gossip from TMZ.
These last few days i’ve gotten back into the swing of feeding my brain with some much needed mental
nutrition.
Last night I listened to Frank Kern’s latest Mass Control 2.0 Live Seminar he recently held. Wow some
really cool stuff.
However, it made me realize a few very important things.
I remember many years ago when the Great Personal Development Author Jim Rohn said many people
suffer from “Rickets of The Brain”.
That’s how i felt the last few days as I struggled with unconcious conflict. My brain literally fought with me
listening to this stuff. It was screaming for some more TMZ or sitcoms. I mean come on .. why not. It’s easy
to take in for hours at a time and projects you into a world of delusion and false pretenses.
I’m not sure if your like me or maybe just struggling just a bit to get in a few pages of a good book or 10
minutes of an excellent audio program that could change your life forever. But if you are i encourage you to
get back up and start to create a daily ritual. DO NOT LET A DAY GO BY THAT YOU DON’T FEED
YOUR MIND WITH SOMETHING THAT WILL HELP CATAPULT YOU IN THE DIRECTION OF
YOUR DREAMS AND DESIRES.
Do You Have Rickets of the Brain?
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Rickets of the Brain is as deadly as Cancer. Heck.. it may even be worse… because you become the living
dead. No purpose or direction in life with no fuel to drive you forward leads to a life with no meaning.
So I encourage you to go back to yesterdays blog post and begin to look at setting your goals and also begin
to create a Personal Development Goal that includes reading, listening, and watching something every
single day that will provide you with the necessary fuel to overcome your daily challenges and you triumphantley march toward your greatness.
That bein said … look for more later today or tommorrow morning.
Remember, we’ve got lot’s more cool stuff coming to help you grow your business. So be patient and keep
coming back. We love you guys.
Also, look out for the Business Growth Report we got coming out sometime tommorrow. It’s one of our
best ever.
In Success,
My Note Taking Nerd
CHA PTE R 5 4
Are You Limiting What Is Possible For You?
I
want to ask you a question that has plagued most every business owner, entrepreneur, and marketer at
one time or another.
“Are you limiting your own success?”
Because let’s face it—we’ve all got things that are holding us back from success and keeping us from rising
to that next outstanding level.
But no matter how hard you try, sometimes it seems like you’re always taking two steps forward and three
steps back.
(Sound familiar?)
Well, I’ve got great news for you today because you’re going to discover a way to overcome all those roadblocks in your path and move swiftly and easily towards the success you’ve always dreamed of and that you
are FULLY capable of.
In nature, as in your own life, if you don’t water the roots the Tree Dies.
If you are anything like me then you have probably spent countless nights with “Grand” thoughts in your
head about what you are going to do tomorrow to achieve your dreams only to wake up and find yourself
stuck in a Mental rut and not able to get going.
Do you feel motivated? Yes!
Are you Mentally Willing to do the necessary things? Yes!
But do you do anything? No!
Why is it that you can be motivated and willing yet not be able to make things happen?
Are You Limiting What Is Possible For…
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Well this comes down to overcoming the internal conflict between your Goals, Values, and Beliefs.
You see… If you don’t have the necessary Beliefs and Values to support your desire then it’s like being stuck
in mud.
If you don’t want to be Free of this and learn why it is that you may not be moving forward as fast as you
thought possible then join the list to get the Nerd Transformation Report for Free.
You can do this by sending an email NOW to [email protected] and putting NTR in the Subject line.
You will Learn:
•
•
•
•
•
•
•
•
•
•
•
•
•
How to effectively and quickly create Power Beliefs that fully support all your goals and desires.
The proper method for goal setting that will literally have you bolting out of bed with excitement.
Why having a clear set of Values will change your life forever.
Why most people never achieve any of there top 10 goals.
The Dirty Secret the Guru’s don’t want to tell you about Goal Achievement.
And Much More Including …. How to be “Realistic” truly means when it comes to Goal Setting.
For now realize that you ARE limiting yourself, you ARE sabotaging yourself, and you ARE NOT achieving
all you can because the majority of us do not have the Proper Mental Alignment.
Just like a car that pulls hard right because the tires are out of alignment.
I encourage each and every one of the Nerd Fans to really go to work on this.
Why?
Because as we move forward I want you to get as much as you can out of all the information I’ll be sharing
with you.
I want us to create a Nerd Revolution.
To do so we must be able to Take Action and Follow Thru.
After all I want an Army of Doers, creators, and REVOLUTIONARIES.
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So….
If you don’t want to be Free of this and learn why it is that you may not be moving forward as fast as you
thought possible then join the list to get the Nerd Transformation Report for Free.
You can do this by sending an email NOW to [email protected] and putting NTR in the
Subject line.
MyNoteTakingNerd
P.S. If you haven’t gotten your hands on our New Business Growth System Report then hurry up as we
only have 11 copies left…GET YOUR REPORT HERE NOW!
CHA PTE R 5 5
10 Million Dollar Secrets of Renegade Millionaires From Dan
Kennedy
Below I’ve given you the 10 Secrets of Renegade Millionaires from Dan Kennedy’s newest program.
Enjoy and please comment and let me know what you think.
10 Million Dollar Secrets of Renegade Millionaires
1. They turn ordinary businesses into extraordinary businesses.
•
• There wasn’t a shortage of coffee before starbucks
•
• There wasn’t a shortage of pizza before dominoes
•
The formula is they turn a mundane ordinary business turned into an extraordinary business…not an
incrementally better business. This is a shift in thinking. You leave the core business there ‘we’re in X’ but
now what are all the radical things you can do that nobody in X would ever dream of doing?
2. Defy industry norms
Industry norms is average results. Conforming to be accepted.
Everyone making good money defies them, everyone making average money conforms to them.
Make a master list of everything that is a norm in your industry everyone conforms to ie how things are
priced, sold, delivered, advertised, marketed, contracts used…there should be 100’s.
Now defy as many of them as humanly possible. You will transform your income in direct proportion to
the number you manage to violate. Seriously. ‘Show me the wall’. There is no wall. It’s a belief.
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3. Positioning
You need to carve out some territory in the marketplace you can own.
A piece of space in the market you can own.
Sometimes you need to completely reinvent your business to do it. Ie. Subway taking a fast food business
and making it a weight loss business.
Stake out territory your competitors don’t have and thus making it difficult for your competitors to get into
it with a radical positioning approach.
Same business, different positioning. Carve out a different place in the market. Ie positioning as extreme
specialist but doing the same ‘stuff’, positioning in a cluttered field in terms of what you’re NOT about,
positioning as reverse of norm / reverse position (‘women approach you’)
4. Process change
How can you do it better or perhaps substitute an entirely different process for it etc. Ie having people pay
in advance (lay away plans) rather than later in installments, 1 step selling to relationship lead gen, single
sale to continuity as in you can’t just buy one thing of acne goop as you need to sign up for acne goop
proactive for life to get it and you need to stop it if you don’t want it (still selling goop and simply changed
process from ‘you can join the club if you want’ to ‘you ARE joining the club’), bundling versus cafeteria
style, options in the second sale after the sale
5. Price
PRICE CHANGE (ie offer a premium option of what you sell and also getting to $1 million using 1 transaction or 2 at $500K and so forth - PRICE - starbucks did not get to $8 a cup of coffee by looking at Denny’s
and averaging out coffee prices), Price elasticity
6. Immunity to criticism
Some people when criticized don’t recover.
The antidote is: renegade millionaires don’t care what anyone thinks except those who give them money.
That’s the only vote you get. Not your mother in law, brothers, sisters, not even YOUR opinion counts…the
only thing that can count, is results.
They don’t care what anyone thinks about what they do except the people who respond to what they do.
What they care about is the people who respond to them. Immunity to criticism. Complete immunity.
People that make the most money ARE.
10 M i l l i o n D o l l a r S e c r e t s o f R e n e g a d e …
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7. Systems
Reinventing 67 wheels in your business and business can’t function if they aren’t there and day to day emergency stuff versus McDonalds. Most successful of all of them with the worst food. FAST food business everyone has a poor shadow of a system while McDonalds has a system for fast.
Everywhere one guy can’t find a box for something, a girl can’t find the cups, etc McDonalds has a system.
Operational systems are easy. But assembly line approach to handling customers when they come is what
most people don’t have…a MARKETING system.
8. Macro / Micro
Micro - yes or no versus a or b, changing 1 word in a phone script for 10x result…micro adjustments
yielding big results
Macro - ‘what’s the big vision? what’s the big idea? How do we take the core business and wrap 5 businesses
around it?’
You need both to pay attention to big ideas and pay attention to tiny nitty gritty detail stuff.
9. Economics
Adjusting economics. Competitors ask: ‘how can we spend and do less?’ But Snyder selling to recently
bankrupt people sends FEDEXS while everyone else uses direct mail.
You know: the ultimate competitive advantage is being able and willing to spend MORE to acquire a customer than anybody else who is talking to them.
Change the economics to allow you to spend. You can now do things nobody else talking to your prospects
are doing. Strive to spend MORE not less. The question is: ‘how can I spend more than anyone else who’s
talking to my prospects is spending?’ They’re sending mini trash cans on direct mail pieces? How can you
send a full sized walmart trashcan handcuffed to the messenger so somebody needs to sign for it with the
sales letter inside the full sized trashcan? The gatekeeper cannot throw it out and even if she wanted to what
would she throw it out into? 100% get the sales letter, half call in, a third book appointments. It’s expensive
and people think the guys an idiot - but he’s doing VERY well.
10. Personal behavior
Business is driven by YOU. It’s not so much about positive thought and attitude etc That’s all nice. Positive
and dead broke. Truthfully, it’s behavior.
Behavioral congruency. Ask any leader how they think - and you find big philosophical differences and
simply differences in thinking. Big thought differences. But there’s a few key behavioral commonalities.
They DO certain things the same. Not so much what they think…it’s about what they DO. Not so much
about attitudes…it’s about BEHAVIOR.
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Look at the behavior of people who are getting what you want. People envy other peoples businesses, then
go back to doing nothing resembling the behavior these people have.
Identify the behaviors of the people getting the results you want. Behavioral commonalities of enough of
them that you can call it a principle or strategy.
Mimic the behavior (you don’t even have to believe it), but if you mimic it almost magically the results
happen. If you have behavioral congruency you get results congruency.
Find out 10 people who are doing what you want to do and find out what they do all the same. Get in sync,
perhaps mentally and emotionally, but most importantly behaviorally with the people getting the kind of
results you want so you can get those results. This is called MODELING. “I saw a rich guy walking with a
limp so I walked with a limp for 4 years” —> this is more right than wrong. That’s what modeling is. You
got to look at how do they handle opportunities, problems and crisis, how to do they do advertising and
marketing, how do they approach their business differently…all the different things they do to build a
model you can follow
CHA PTE R 5 6
Baby Severely Burns His Hand On Stove … Yet Tries To Touch The
Stove Again!!
I
remember many years ago hearing the saying “The Pain of Regret Costs and Hurts Ten Times More
Then The Pain Of Doing Something Today”
I’m here to tell you that this may be an understatement.
As human beings we are driven by pain and pleasure. The problem is that, in general, we usually wait till we
are in severe pain to take action. And sometimes it’s too late.
I’m currently ramping up my personal and business “Transformation” for all the world to see. (or the hundreds of Nerd Fan’s lol)
I’m reminded during this time of the statement above. Why is it that we must learn over and over the same
F’n lessons. Isn’t the pain enough the first time?
I’m reminded of reading countless stories of Heart Attack Victims who have multiple Heart Attacks prior
to finally dying.
Why after suffering the enormous pain of a Heart Attack would you go against the Doctors orders and eat a
Big Mac mere days after leaving a hospital?
I’m reminded the pain many of us feel when we neglect a relationship yet are surprised when we are left in a
heap of emotional distress when the ones we supposedly love leave us.
I’m reminded of the countless days I’ve missed with my beautiful Three Year Old Daughter because I’ve put
“other things” ahead of our relationship and time together.
I’m reminded of the many people who’ve left this very website list because of neglect.
Do you Suffer from the Pain of Neglect and Procrastination?
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If you are suffering in your life or business and have the Gut Wrenching Pain of Regret then I suggest you
start to begin today to overcome this.
When we don’t follow thru on our personal goals, neglect relationships, and fail to follow thru on our business plans we become a tangled weave of frustration, overwhelm, and regrets.
To begin to move forward like the champion Entrepreneurs I know we are I suggest you Clean Out
Your Mental Closet.
How do you do this?
1.
2.
3.
4.
5.
Get Clear again on exactly what it is that you want.
Break all your goals down into very specific Quarterly, Monthly, Weekly, and Daily steps.
Make a list of everything that you have been procrastinating or neglecting.
Every single day take one or two steps to mark something off that list. it may be something as simple as
making a much needed phone call to a friend or associate that you have neglected. As you begin to clear
out your mental closet you gain momentum you never thought possible. Your mental clarity is much
crisper and clearer.
6. Finally, remember to not be a “Pie in the Sky” dreamer. Set goals that stretch you .. yet are realistic
within the realm of where you are currently in life. Set yourself up to be challenged yet with a realistic
chance of “winning”. I was given this gentle reminder from someone who loves and cares for me very
much yesterday. My immediate reaction was to think they were attacking me but know they were only
trying to get me centered again.
I write this today with a Optimistic View for all of us.
You see….
I’m a believer in the human spirit and our abililty to overcome almost anything. I believe we always have
a chance to write the next chapter in our Lives. We are in control of our destinies by the actions we choose
to take today.
So as we begin our Journey together, here on this blog, I hope that what I share with you inspires you to
make the necessary changes within you so that you may be able to achieve all the Business Success we aspire
too.
I would like to see some comments below of changes you are going to make or stories of personal triumph.
Let’s Create a Nerd Revolution
CHA PTE R 5 7
Sometimes The Best Gifts Come In Small Packages
I
’m just feelin good today.
And I’m damn grateful that I’m where I’m at today and it got me to thinkin.
One of the most influencial books I ever read was Maxwell Maltz “Pshyco Cybernectics”. What an Amazing
Life Changing book.
A while back I made myself a one page document to remind me of all the great tools Dr. Maltz taught.
I’ve shared this with many of my friends and they have all love it.
So please download this and I’m sure it’s gonna be one something you will probably hang up next to your
desk.
Enjoy and don’t forget to let me know what you think.
psycho-cybernetics-daily-weekly-program-notetakingnerd1
MyNoteTakingNerd
CHA PTE R 5 8
5 Strategies to Help You With a Mass Control Launch
H
ello,
Just put Together a Report Titled “5 Most Important Strategies For A Mass Control Launch”.
Grab it before I take it down.
And if you want this Super Report which breaks down the entire Mass Control 2.0 Program CLICK HERE
TO ORDER IT NOW
The 5 Most Important Strategies For a Mass Control Launch
CHA PTE R 5 9
The Real Story: Boobs Sell?
H
ey you,
#2 here with a revelation.
Well endowed females = Money in the bank.
Here’s what I mean…
Last night while unpacking my library (just moved), I played the first DVD of Yanik Silver’s Underground
Seminar 5. The first speaker featured was Bob Parsons of the infamous domanin registrar, GoDaddy.com.
I don’t know if you’ve ever seen this guy but he’s the polar opposite of my vision of a CEO & Founder of a
tech company. He’s built like an former NFL Lineman… has the voice of the biggest trucker in the bar…
and has his hair cropped high & tight to the skull just like a military man.
Everything becomes clear when he tells you he’s a Vietnam vet. Now all the pieces fall into place. Tell me
more about how this red neck lookin’, machine gun toting guy raided the internet for billions…
Turns out, after Bob came home from beatin’ the bush, he became an accountant. Whaaat? Another paradox. When you see & hear this guy on video talking for any extended period of time you’ll know exactly
what I mean. When I worked as a apprentice carpenter doing commercial construction, this is the kind of
guy I’d imagine telling the dirtiest jokes, cracking everyone up in the job trailer.
He’s just got that vibe about him. The guys bravado kinda reminds me of Bluto from Popeye. And I’m sure
this is why he was giddy & gung ho about shocking the planet with his first Super Bowl advertisement.
Bob went from being an accountant to running a company called Parson’s Technology. Please forgive me
for not remembering what they actually sold for I was neck deep in books & paperwork at the time. I’m
surprised I’m recalling all that I am.
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After struggling to make the business profitable, he turned things around to the tune of him selling the
business for $64 Million dollars.
As soon as his non-compete agreement expired after a year, he immediately started GoDaddy.com.
Because of his lack of marketing know-how his $64 Million dollar nest egg was slowly but surely being
chipped away at. And it was at this time that he asked himself the question, “If my product is so great,
why is my business losing money?”
He didn’t have an answer. So, he hired a market research firm to poll customers of his competitors about
why they weren’t using Godaddy.
Guess what they came back with…
After all the interviews, the conclusion the firm layed on him was to change Bob’s destiny. No one complained that their service was bad. No one used price as an excuse. The reason they cited for not using
Godaddy was because they didn’t even know Godaddy existed.
So, in his infinite wisdom, he decides to test out advertising on the biggest stage possible. Superbowl
Sunday.
While brainstorming what kind of angle he wanted to go with, he saw a commercial for “Mike’s Hard Lemonade”. It was the one where there’s a guy sitting at a bar by his lonesome. His beer is empty and the
indirect suggestion made is that “Mike’s” is so tasty that this guy swabs the inside of bottle clean with his
“bottle length” tongue to the sheer astonishment of a group of women down a few stools.
The punch line comes when the bartender walks up and ask the ladies what they’d like and in their aroused
state they point at dude and say “I want one of those”.
The warrior, all- American, good ole’ boy inside of Bob spoke and said this is the approach that was gonna
attract web site owners to his business.
Crazy right?
If you’ve been indoctrinated with the Direct marketing/copywriting education I have from Dick Benson,
Ogilvy, Hopkins, Eugene Schwartz, Bob Stone, Caples, Kennedy, Abraham, and on and on… you know
being cute with your ads is the kiss of death.
Bob never waded through any of those authors material. He had no clue he was about to commit Direct
Marketing Suicide. He went with his gut.
If you’re like me you probably assumed that GoDaddy was pissing away their money on these ads just like
any company that lets Madison Avenue talk them into “Entertaining” advertising. The “More money than
savvy argument”.
The Real Story: Boobs Sell?
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Kinda like the Nissan car campaign with the “Wanna-be Toy Story” theme that started during the Super
Bowl, won a Clio Award and was eventually scrapped because research revealed it was actually suppressing
sales.
Well, this story ends a lot different.
Bob was dead set on having Godaddy’s logo; in his words “across the chest of well endowed brunette.” Not
a blonde because he was dating one at the time. How the agency worked this into an ad was up to them.
The year before was when the whole Janet Jackson “Wardrobe Malfunction” went down. Instead of
avoiding anything to do with all the controversy stirred up there… he plowed head first into it by using the
tank top string snapping… under the bulging pressure of “Candi’s” bodcious breasts… thus blasting the
faux commission board in the face with both barrels.
This ad drove millions of visits to the site.
Most of it, we both know, was shit traffic. But hey, it wasn’t Cost Per Click so maybe it didn’t matter
because out of the millions there had to be some potential clients, right? I can’t imagine how many more
visits there would have been if more people had access to the internet in their home back then.
Bob’s $3 Millon dollar investement in his commercial brought back $12 Million dollars in business. It
took GoDaddy from the brink of closing down… to slowly but surely… year by year man handling 64% of
the domain registering market share.
Not too shabby for a guy who let his animal brain guide his ad budget.
In his mind, a run down of the plain facts for 30 seconds about what he sold was too boring to even
attempt. He went for shock and awe and it paid off big time.
When Fox cleared his ad to air, they pulled a Mickey D’s and asked if he wanted another ad with that one.
He accepted, wrote another check for a Million Bucks and took the space that was supposed to play during
the 2:00 warning. When the score was tied at that point in the game, he thought he’d hit the jackpot.
Not quite.
Fox received so many complaints about “Candi” that they replaced his ad with a Simpson’s spot where
Homer is featured stabbing a baby. I won’t even comment on that retardation.
I have a overarching premise on why I think Bob’s ad killed which has to do with something I’ve been
pounded with from hanging out with Eben Pagan (watching the Guru Homestudy Summits).
What I’d like to hear from you is why you think this renegade rule-breaker’s idea worked.
Fluke or Genius?
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For what I deem the clearest, most consise and thoughtful answer I will reward you with a copy of our
brand spankin’ new set of “Mass Control Notes” that has recently become available to the public.
This is every detail layed out by another anti-conventional marketing super star, Frank Kern, about how he
breaks the million dollar mark every time he rolls out a product now and how people like you are doing the
same with his system.
On Thursday I’ll reveal the winner and the answer I believe made this ad campaign a homerun.
Until then have fun telling me what you think.
Talk to you again soon,
Note Taking Nerd #2
CHA PTE R 6 0
Are You Using This Magic Formula To Explode Your Profits and
Achieve Your Dreams?
W
hat i’m about to share with you is a bit longer then normal.
However, I promise this may be one of the most important things you do all day. Enjoy!
As many of you know I’ve been going through a bit of a Transformation recently.
I’ll be filling all of you on my progress and sharing much more in the days to come.
This has led me to rethink and scour my massive Library for answers.
Answers to the question many, if not all of us, have about Life and Success.
What’s the difference between those of us who seem to “Glide” there way to victory and those of us whom
struggle mightily to take baby steps toward our desires?
I’ve spent countless hours trying to find this answer and I believe I found it summed up in a recent letter I
read.
What is the Magic Formula?
Leverage + Resistance + Time + Resistance + Speed =’s Success
Let’s talk first about Leverage.If you worked 8 Hours per day, 300 days per year… you would work 2400
hours and need to make $416 an hour to reach the Million Dollar mark.
Here’s the challenge. Is it possible to spend a complete 8 Hours per day only doing the activities that bring
you the $416 an hour?
Studies and statistics show us that’s just not possible.
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As a matter of fact quite the opposite. Many of us are lucky to spend One Hour Per Day doing the High
Leverage work that brings us the LOOT.
So as a matter of choice and philosophy the first thing we should do is do everything possible to spend more
time doing only the things that bring the most money in the door.
BUT … Much more is needed if you want to reach Your Number.. what ever that may be. For today I’m
sticking with the all illusive Million Dollar Year many seem to want.
THE MOST IMPORTANT AND NUMBER ONE KEY TO EXTREME SUCCESS IS … EXTREME LEVERAGE!
I’m talking about leveraging talents and abilities, opportunities, information, Time (yours and others), contacts, media, technology, and Other People’s Money, Resources, and Customers.
This synergistic-ally creates multiple sources of income so that every $1 spent or hour spent feeds multiple
income sources.
You must get adept at leveraging everything you do.
You do this by starting on the little things you do right now.
For instance can I use this article to drive traffic some other way. Could I use it in a Report or Book?
If you write advertising … could you create it in a way so that it’s a template you could use over and over
again?
You need to begin to think with a Leverage Mindset? How can what I’m doing right now earn me money
over and over again?
You must get Full Value out of everything you do.
In the days and weeks to come I’ll be exploring the many ways you can leverage time, people, and assets.
Next is the most important part of the equation.
If you can’t master this you have no chance at all. You might be saying come on Nerd not true. NO… I’m
absolutely correct.
You must master the Internal Reistance you have about Leverage, Time, and Speed.
Most of us have Two Lives!!
The Live we live and the unborn life of dreams inside of you.
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Between the two stands Resitance.
I absolutely know that I’m as smart or smarter then many of the Millionaires and Multi Millionaires I’ve
met or studied throughout the years.
I bet you probably believe the same thing.
Yet, why is it that they, with seemingly much less intellect, can achieve so much more?
Because they’ve mastered the ability to overcome there own Resitance to change.
I’m going to discuss in detail in my Transformation Report very soon about the many tactics and strategies
you can use to overcome your resistance.
First though, you need to admit that you have a problem in this area. Many of us want to believe that we are
“OK” or that the problem is “Out There”.
That, simply, is not the truth.
Begin, right now, to examine the Bullshit Beliefs that you may of created to help you live with the fact that
you are failing or not living up to your potential.
What is stopping you from using this incredible tool called leverage?
Next …. we must understand and use the most valuable commodoty we have as human Beings.
TIME
You must spend as much time as possible on the things in your life and business that create the most leverage and bring in the most money and happiness.
You must gradually reduce the time spent in areas that suck the life out of you.
There’s not much more to say about this all important thing called TIME.
Finally you must learn that in today’s New World you must Maximize Speed.
Whatever you choose to do in today’s marketplace you must do quickly.
Why? Because it’s the one thing that will set you apart from everyone else.
Because if you don’t you’ll be the Guy sitting on your ass ..saying….”That was my idea”.
If you have the greatest product on earth, in a certain category, but wait till you have the perfect packaging
to release it to the public, you’ll get eaten alive by the guy who doesnt give a shit that his product is “Pretty”.
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He just gets it to the market as fast as possible and improves as the market calls for it.
Remember that throughout history, first mover, in the marketplace has been more important then anything
else for securing the biggest market share.
So quit coming up with reason for not “DOING”, throw your ridiculous beliefs as to why you can’t do it in
the F’n trash can, and make things happen.
So There ya have it.
Leverage + Resistance + Time + Resistance + Speed =’s Success
Remember the most important part of this formula is your ability to breakthrough resistance in the other
areas.
That’s why i spend so much time hammering away here at this blog on this are.
I do it because I care and I want you to learn from my mistakes, mishaps, and everlasting thirst for Wisdom.
So right now put this formula up on the wall in front of you and begin to banish all the Resistance that may
be holding you back.
Good luck and I hope your continue to join me as I go on this incredible journey called Life.
In Success,
Your Chief Note Taker
P.S. Talk about leverage. That’s what this website is all about. One of the hottest and Highly Leverageable
reports we have is the Mass Control 2.0 report. We are selling these for just of few more days. The program
originally cost $2,500 but you can get the Nerds take on it for just $77. YES NERD I WANT THE MASS
CONTROL REPORT BEFORE YOU PUT IT BACK IN THE VAULT
CHA PTE R 6 1
To Hell With The Gurus: How GoDaddy Broke The Rules And Got
Away With It
H
ey you,
#2 back as I promised with the answer as to why I believe GoDaddy.com’s ignorance of Direct Marketing
101 led to a Grand Slam ad that cost them a cool $1 million dollars to produce… and brought back $12 mil.
As I told Brian in one of my replies to his comments to the previous post… Once you own this secret, and
put it to work for you… your ads will stomp and shame any and all of your greedy competitors.
First let’s you and I take a look at why this ad is a backhand slap to face of all the Guru’s preaching the
gospel of Direct Response advertising.
Dismissed Rule #1: No Message to Market Match.
I imagine if you pulled up the stats they’d tell you that the majority of online businesses are run by men.
Especially 5-7 years ago when this ad stormed the scene. Remember, this was before main stream America
had been sucked online by the triple threat vortex called Myspace, Youtube and blogger.com.
That stat, however, does not mean any and all testicle wielding humans, which is who this ad spoke directly
too, are your target market.
Look at this spot, in contrast to current weight loss promos that start out with… “Do you have trouble
losing weight?”
Dismissed Rule #2: Right Media for the Right Market.
If you asked me, my educated guess would be that the majority of geeks who can build websites and are in
love with e-commerce are not sports fans… are not spending vast amounts of time watching T.V., and even
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though their animal brains are attracted to gorgeous babes… they know how to find all the hard core porn
sites to satisfy those urges.
So, the allure of going to a site to might show you a little more skin than you could see on T.V. is hardly
worth their time.
Dismissed Rule #3: Right Message to the Right Market in the Right Media
There was ab-s0-lute-ly no message in this ad that reached out to the internet savvy people and
screamed ”This is for you, the person who makes money or wants to make money online.” In that first ad
the only indication you got that GoDaddy had anything to do with the internet was that the name of business had .com at the end of it.
I don’t believe for a second that if Bob Parsons hired Dan Kennedy, THE man paid millions for his Advertising/Infomercial expertise, to put together his Super Bowl commercial for him… a bulging, bumbling brunette would have been “The Secret Sauce” he’d have pulled out of his bag of tricks to make the ad pay.
Nor Brian Kurtz (Newly ordained titan of Direct Marketing commercials) of Boardroom Reports…
Nor Greg Renker of the infamous “Guthy Renker” infomercial Goliath…
Nor the late great Billy Mays, the Legendary Pitchman for Hire. And yet this ad killed. Why?
While studying Mind Mapping with Tony Buzan I learned that our mind is drawn to organization &
beauty. This is why Tony advocates you’ll remember the info you wrote about easier if your map is aesthetically pleasing to the eye rather than a scribbled caveman drawing.
And then, you have to weigh in the fact that pictures of sexy women whether in print or pixel, draw more
attention from men and women. More than shots of men, animals or even babies. And this lead to the
premise, I believe. popularized by Halbert, that by just sticking a picture of gorgeous woman in the top left
corner of any ad you write will increase your response.
The ad could be about ant farming, moose dung or a quantum physics course on DVD and it would pull
better. Hot chicks equal greater response.
And I believe the stunning air heads in the GoDaddy ads play a factor in response… but not ”THE X
Factor”.
Copping out to that impotent thinking on my behalf and would leave you with nothing to take away and
plug into your marketing today. But the secret I’m about to reveal will.
“2 Words Your Prospects Hear, Feel and See That Determine Whether They’re in The Right Place Or
Not When They Land on Your Sales Page …”
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Within 5 seconds after you’ve read the headline below, tell me whether or not you get the sense that it’s
going to give you something or… if it’s looking to take something from you..
The Real Reason Why Men Cheat It’s not you, it’s him. No, seriously. Many of the things that prompt men
to stray — and about half eventually do — have little to do with you, and everything to do with what’s
between their ears and legs. By Ky Henderson
For me this is a definite “Give”. This is a headline for an article in Cosmo but I’d bet money that if a
woman saw this headline on a page for a dating advice product… it’d have grabbed her full attention.
Now look at this… Take or give…
Even, though they’re giving away a sample, the “5 Second Impression” I get is that they’re gonna want
something from me like my email, my name and address.
For people who don’t collect junk mail and hate spam this’ll freeze them right in their tracks. Their attention will flee to the safety of someone who wants to genuinely help them. Especially if they’ve been burned
by one of these ads before.
What about this…
5 Annoying Things Guys Do on Facebook Forget the “poke.” Where’s the “bitch-slap” when you need one?
Once again, an ad you have to read whether you a man or woman who uses Facebook. How hard would it
be to give away the five things and then present a product for how to double the dates you get from Facebook?
What about this winner from the money machine Netflix…
Once again, instead of giving me the feeling that they’re helping make my life easier… I have to be on guard
for what’s gonna happen when I click. Not very condusive to building trust, eh?
And Last but not least…
Why You Should Leave The Lights on During Sex It helps you get the mood, orgasm easier, and feel like a
bed devil. Lamps, where have you been all our sex lives?!?
For anyone selling anything related to dating, sexual performance or anything to do with relationships this
could serve as what Gary Bencivenga calls a “Trojan Horse”. Making it worthwhile to a person who’s
spending this sliver of their life with you will open far more doors than just coming out and saying…
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“Finally! A Video Series That Teaches You How to Have the Steamiest Sex You’ve Ever Had. And It’s
Guaranteed for 90 Days. But Don’t Wait, There’s Only 99 Copies Available. Get Yours Before They’re
Gone”
The lesson I want you to come away with here is always strive to have “Give” to be the first thing that comes
to anyone’s mind who sees your ads. Look for ways to make your ads valuable to your prospects & clients.
They’ll reward you for it.
My educated guess would be that the reason the GoDaddy ad thrived was because it was totally focused
on “Giving” you something. The first “Give” was the whole “Stick it to the Man” warm feeling you get
when you get to voyeuristically see someone be naughty where it’s completely inappropriate in the eyes
of the squares.
The second “Give” was potentially getting to see some butt-neked action just by going to the site.
And the Third “Give” was seeing a little more skin and then noticing you could buy a domain name for
only $7.00. “Bob’s not out to gouge me. Hell, it’ll cost me less than a value meal from McDonalds to
start my web empire.”
Please do yourself a favor and don’t watch his “Only for the Web” commercials. You’ll come away stupider
for having done so.
All in all, I believe the angle of using barely legal teen run-a-way’s or self-esteem deficient women to sell
your non-porn - Non penile dysfunction stuff is lame, un-imaginative, and the easy way out. Even if you’re
selling this stuff, I believe telling someone’s story and creating a picture in the guys mind can have more
impact than just a photo.
People are just lame when it comes to writing. They’re incapable of painting a word picture for you so they
settle for giving you a second hand experience. And if all an ad agency has to do is phone their favorite call
girl service to round up talent for the spot, have the kids do a strip tease and earn a million dollars for doing
so… they’ll gleefully take your money every day of the week.
This kinda reminds me of my “Anti-emoticon” stance.
Frank Sinatra once said, “Anyone who needs anything more than a microphone and a spotlight is a
punk” or something to that effect.
I feel the same way about writing.
Think of all the books written before camera’s, T.V.’s or computers were made. Back then, as well as now, a
writer who hones his craft can move people to tears, rack their body with tension and make them burst out
with laughter with just the 26 letters of the alphabet, a sheet of paper and ink.
Society wants to dumb us down to the level of cartoons to express what you’re feeling. Geesh.
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I know everyone’s not capable of penning powerhouse prose so if you can’t, make sure whoever you sub it
out to knows their shit. Dan Kennedy makes an excellent point though in his “Influential Writing” program when he says that the writing for your newsletters, faxes and emails is something that’s best fulfilled
by the business owner because you know yourself, the business and the clients better than anyone else.
Everyone in business needs this program. It’ll make sure people who can’t write, at least have a checklist of
what should be in every touch to their list so that they get maximum impact out of every communication.
And it’ll give the already decent writer a massive leg up on anyone else in their niche.
If there’s a big enough demand for it here, I’ll take notes and make them available for you guys. Let me
know.
After spending almost six hours writing this, I’m wiped. Time for a Sam Adams Summer Brew.
NEVER FORGET TODAY’S LESSON: Make Sure Your Ads Register As “Give” In The Minds Of Your
Prospects & Customers. Like Eben Says, When Your Marketing & Your Content is Hard To Tell Apart,
That’s When You’ve Nailed It.
Talk to you guys soon,
Note Taking Nerd #2
P.S. Studly Brian is the winner of the Mass Control 2.0 Notes. Congratulations!!! I look forward to you
sharing more of your wisdom with everyone here again in the near future.
CHA PTE R 6 2
7 Key Questions You Must Know About Your Business
D
o You Know The Answers To These Questions ?
1. What business am I really in? How can I put words into feelings?
2. Who are my customers? Who should they be? Which one’s are the most profitable?
3. What does my customer consider value? Why do they buy what we sell? Your idea of value may be
something completely different then that of your customers. The only way to find this out is to ask your
customers. People usually focus on just one or two things that really matter to them. What are some questions you could ask your current clients after or as they are sold? Find the most universal and strongest
reason people want to buy from you and use it.
4. What is my Unique Selling Proposition? Demonstrate, telegraph, and get them at the selling point and
show your customers that you have the exact offer they are looking for and that it is better then anyone else,
and that you are the Only Viable Option.
5. What are the 20% of the activities that account for 80% of our results? Analyze what you are doing
right now that accounts for your biggest results. Learn to do more of that and a lot less of what isn’t
working. When you analyze the sources your clients are coming from and the effort it took to get them…
you will find some extremely important facts. Hone in your most profitable and repeatable clients and then
generate an extremely efficient referral system. FIND OUT WHERE YOUR BUSINESS IS COMING
FROM. Most of us are aimlessly wandering through our days. DO A FORENSIC ANALYSIS. Get the
maximum results from the minimum time, energy, and commitment.
6. What are our critical constraints? Where am I wasting time and how can i delegate? Learn to create
money by trading your low money activities for high money activities. Most people dream abstractly but if
you continue to do things the same way you can not get new and different results. Change your thinking.
You can’t do 10 times more then you are already doing. You need to come up with higher performing
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opportunities. Jim Collins, of “Good to Great”, says great companies get excellent at asking the brutal questions. Go deeper and deeper all the time, looking for the constraints in your work and finding the easier
more eficient way.
7. What actions am I going to take immediately as the result of my answers to the first six question? The
greatest Entrepreneurs are intensely action oriented. More is accomplished by movement then meditation!
Think in terms of constantly testing.
CHA PTE R 6 3
Your Most Deadly Enemy Revealed
H
ey You, It’s #2.
I was thinking of you while laying in bed last night.
And, I’m thinking of you now and my thought is… “You probably shouldn’t read this.”
Anyhow, an evening capped by an enormous stein of “Blue Moon” garnished with orange slice and three
heaving slices of Meat Lovers pizza at our local pie joint, “Barros” had this 140 pound hulk ready for bed by
11:00.
I was all but asleep when my dear friend, Lenny popped into my room to ask me some retarded question.
This jarred me awake enough to mumble to myself… “What am I going to share with you today?”
This inspired me to fold up to 90 degrees in my bed and finally start taking notes on Ken McCarthy’s
System 2009 Seminar for you. After finishing Ken’s first session at around 2 AM I clocked out and let
myself soundlessly snooze.
You’re gonna love these notes by the way. More on those in a sec.
After I woke up at around 10:30 (a luxury, internet marketing has afforded) and read through my goals, I
decided to whip up some of my gourmet sandwiches before putting these notes up on the blog for you.
While doing so I was listening to Steven Pressfield’s “War of Art: Break Through the Blocks and Win Your
Inner Creative Battles” through my Bose headphones.
Using my NET (No Extra Time) like while cooking, shaving, cleaning etc. allows me to upload primo information into my mind that generates top notch self talk. You might want to try it.
While hanging out with Steven this morning, I slammed head first into the conclusion that at this point in
my life…I’m letting “Resistance” clobber the hell out of me and steal precious life experiences away that are
mine for the taking if I’d only have the courage to stand up to this punk.
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Having all the notes for all the programs on the planet would does me little to no good if unconsciously I’m
looking for ways to sabotage myself.
If you haven’t been blessed by having this book make love to your internal dialogue with it’s message…
do yourself a favor. Download it or go buy it at the bookstore today.
If you own a copy, maybe it’s time to pull it off the shelf and see how it touches you once again at this
particular stage in your life.
It’s my personal belief that NO ONE who follows this blog should be without Steven’s wisdom. This topic
and the way he presents it are that potent. So to get you started, I’ve typed out some key points directly
from the book that I found on Google Reader.
BEWARE! While reading this, there’s a very good chance you’ll come face to face with your own worst
personal enemy. Now’s the time to wuss out if that’s not something you’re ready to conquer….
RESISTANCE’S GREATEST HITS
The following is a list, in no particular order, of those activities that most commonly elicit Resistance:
1) The pursuit of any calling in writing, painting, music, film, dance, or any creative art, however marginal
or unconventional.
2) The launching of any entrepreneurial venture or enterprise for profit otherwise.
3) Any diet or health regimen.
4) Any program of spiritual advancement.
5) Any activity whose aim is tighter abdominals.
6) Any course or program designed to overcome an unwholesome habit or addiction.
7) Education of every kind.
8) Any act of political, moral, or ethical courage, including the decision to change for the better some
unworthy pattern of thought or conduct in ourselves.
9) The undertaking of any enterprise or endeavor whose aim is to help others.
10) Any act that entails commitment of the heart. The decision to get married, to have a child, to
weather a rocky patch in a relationship.
11) The taking of any principled stand in the face of adversity.
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In other words, any act that rejects immediate gratification in favor of long-term growth, health, or integrity. Or, expressed another way, any act that derives from our higher nature instead of our lower. Any of
these will elicit Resistance.
Note Taking Nerd #2) Don’t know about you, but I’m dealing with varying degrees of resistance, some
massive; some mild, in each and every one of those categories. And, throughout my life if I think of every
high & low point, at least one of these themes was the dominant flavor of the month.
RESISTANCE IS INVISIBLE
Resistance cannot be seen, touched, heard, or smelled. But it can be felt. We experience it as an energy
field radiating from a work-in-potential. It’s a repelling force. It’s negative. It’s aim is to shove us away,
distract us, prevent us from doing our work.
Note Taking Nerd #2) The technology that’s been revolutionary in my life for helping me manage this
energy field in our Somatic (body) mind is the Sedona Method originated by the late Lester Levenson.
Another protege of Lester’s by the name of Larry Crane has produced his own spin on this. Either of them
in my experience, are amazing. Check ‘em out.
RESISTANCE IS INTERNAL
Resistance seems to come from outside ourselves. We locate it in spouses, jobs, bosses, kids. “Peripheral
opponents,” as Pat Riley used to say when he coached the Los Angeles Lakers.
Resistance is not a peripheral opponent. Resistance arises from within. It is self-generated and self-perpetuated. Resistance is the enemy within.
RESISTANCE IS INSIDIOUS
Resistance will tell you anything to keep you from doing your work.
It will perjure, fabricate, falsify; seduce, bully, cajole. Resistance is protean. It will assume any form, if that’s
what it takes to deceive you. It will reason with you like a lawyer or jam a nine-millimeter in your face like a
stickup man.
Resistance has no conscience. It will pledge anything to get a deal, then double-cross you as soon as your
back is turned. If you take Resistance as its word, you deserve everything you get. Resistance is always lying
and always full of shit.
Like a magnetized needle floating on a surface of oil, Resistance will unfailingly point to true North—
meaning that calling or action it most wants to stop us from doing.
We can use this. We can use it as a compass. We can navigate by resistance, letting it guide us to that
calling or action that we must follow before all others.
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Rule of thumb: The more important a call or action is to our soul’s evolution, the more resistance we
will feel toward pursuing it.
Note Taking Nerd #2) This goes right in line with the saying, “Whatever you resist, persists.”
RESISTANCE IS UNIVERSAL
We’re wrong if we think we’re the only ones struggling with Resistance.
Everyone who has a body experiences Resistance.
RESISTANCE NEVER SLEEPS
Henry Fonda was still throwing up before each stage performance, even when he was seventy-five. It other
words, fear doesn’t go away. The warrior and the artist live by the same code of necessity, which dictates
that the battle must be fought anew every day.
Note Taking Nerd #2) Do you remember the “No Fear” sticker and T-shirt fad of the 90’s and early
2000’s? I couldn’t ever wear one of these shirts and feel any kind of integrity. I knew I was scared of all
kinds of shit. And you know what? Even the toughest, balls-to-the-wall, dare devil wearing them, is too.
He just manages the fear differently than most people do. He says, hears and sees things inside his mind in
an empowering way, so when faced with the seemingly impossible or crazy, he acts despite being afraid.
Changing the way you respond to disasters dumped in your lap is what our Transformation report will
center around. Keep your eyes open for it.
RESISTANCE PLAYS FOR KEEPS
Resistance’s goal is not to wound or disable. Resistance aims to kill.
It’s target is the epicenter of our being: our genius, our soul, the unique and priceless gift we were put on
earth to give and that no one else has but us.
Resistance means business. When we fight it, we are in a war to the death.
RESISTANCE IS FUELED BY FEAR
Resistance has no strength of it’s own. Every ounce of juice it possesses comes from us. We feed it with
power by our fear of it.
Master that fear and we conquer Resistance.
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Note Taking Nerd #2) In Tony Robbin’s program “Power to Shape Your Destiny” he says that when we reframe; change the way we see challenges and view them not as problems… but as worthy opponents for us
to overcome, we get the opportunity to be the hero starring in the movie of our life.
He talks about how all the greatest stories, true or not, are the ones of redemption. The stories where a
person, a person maybe not to unlike yourself, meets an enemy who seems impossible to overcome and
through blood, sweat & tears… triumphs over their oppressor and goes on to experience a walk, talk and
surge of pride never felt before.
Tony also quotes Ken Blanchard when talking about this topic… “Life is like the game of Monopoly.
When the games over, it all goes back in the box.”
Who you become is all that you get to take with you when we back out of this garage of a body that houses
your spirit. Who you become directly influences what kind of value you provide while here, the relationships you cultivate, thus the legacy you’ll be remembered by. Who are you gonna hit the road as?
RESISTANCE RECRUITS ALLIES
Resistance by definition is self-sabotage. But there’s a parallel peril that must also be guarded against: sabotage by others.
When a writer begins to overcome her resistance—in other words, when she actually starts to write—she
may find that those close to her begin to act strange. They may become moody or sullen, they may get sick;
they may acuse the awakening writer of “changing,” of “not being the person she was.” The closer these
people are to the awakening writer, the more bizarrely they will act and the more emotion they will put
behind their actions.
They are trying to sabotage her.
The reason is that they are struggling, consciously or unconsciously, against their own Resistance. The
awakening writer’s success becomes a reproach to them. If she can beat these demons, why can’t they?
Often couples or close friends,even entire families, will enter into tacit compacts whereby each individual
pledges (unconsciously) to remain mired in the same slough in which she and all her cronies have become
so comfortable. The highest treason a crab can commit is to make a leap for the rim of the bucket.
The awakening artist must be ruthless, not only with herself but with others. Once you make your break,
you can’t turn around for your buddy who catches his trouser leg on the barbed wire. The best thing you
can do for that friend (and he’d tell you this himself, if he really is your friend) is to get over the wall and
keep motating.
The best and only thing that one artist can do for another is to serve as an example and an inspiration.
Now, let’s consider the next aspect of Resistance: symptoms.
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Note Taking Nerd #2) I have two stories of overcoming this demon. One mine. One is my mentor’s.
First I’ll air my dirty laundry. Years and years ago, I made the conscious decision to separate myself from
my friends who I couldn’t bring up with me because even if the we’re willing, I didn’t have much to offer.
These were friends who partied any and everyday of the week. Cruising for loose women, alcohol and enormous bags of weed was their full-time agenda. I was one of the only ones who worked full-time. This
ensured that when I did join in on the rolicking fun, I was freshly dressed and had pockets that were
breaded.
Then, I met Note Taking Nerd #1.
He was and still is a friend of the family and came over to house quite often. I guess he saw there was hope
for this booze swilling, bong-blasting, ladies man because he decided to invest his time in taking me under
his wing & mentoring me. This was the person that slowly but surely changed my entire life for the
better.
As you’ll learn in our Transformation report, people never change when they don’t want to. Or, when they
have zero relationship with the person seeking to influence the other. Change happens fast, but only under
the right conditions.
Note Taking Nerd #1 himself is a re-formed wild man.
I can still remember him telling me the story of a moment that impacted his metamorphosis from aimless
street brawler to a man who was a force for good.
Nerd #1 was known as one of the roughest men in our city because he was always ready to fight and when
he did, most of the squabbles never lasted past one punch. Fighting Golden Gloves as a child, along with
overcoming huge obstacles allowed him to steam roll any and all wanna-be tough guys.
Then he met Marty & Eric. If Nerd #1 was Mike Tyson, these guys individually were Mike Tyson on steroids and PCP. Put them together and they were almost indestructable.
What made this duo so menacing wasn’t any formal fighting lessons. It was an abusive childhood that
taught ‘em violence was the answer to any kind of resistance you get. Not just pushing and wrestling confrontations but put-you-in-the ER kinda of violence.
Here’s an example of how loco one of these brothers was…
On one of their adventures they challenged a guy who had luckily brought along in the car with him, a
baseball bat pierced with nails. Marty was hard. Hard enough to survive the encounter with both arms
broken and punctured.
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Days later, my friend meets him at party where he’s got both arms propped, hanging out to his side, bent at
90 degrees held up by two support braces coming from a rig around his waist that supported his plastered
clubbers.
Just being who he is, he starts talking shit to somebody and is all in their face like an angry coach. Guess
what happened? Marty ends up headbutting the guy into submission. Yeah.
The dynamic duo spoke Nerd #1’s hard nosed language and for years they partied like rockstars and fought
anyone on the street who thought they were tough enough… just about every day of the day of the week.
Yes, partied and fought Sunday through Saturday. Not one or the other. Both.
I can’t imagine too many other situations that build as unbreakable a bond with another man than having
him be by your side while facing death, slugging it out with knife-wielding truckers, gang bangers and drug
enraged heathens.
Not because duty calls and they’ll get in trouble from superior officers if they don’t. Because they want to.
So, when Nerd #1 serendipitously met his mentor that believed in him… he came to the realization that he
had potential to do something with his life.
But if he kept hell raising with his “Brothers”, he’d have zero chance of turning his life around.
Scared shitless, tears ready to drop, he went to his friend Eric, (think Marty was in prison at the time) and
told him that the only opportunity he had to make something of his life was if he had to stopped hanging
out with him.
Fully anticipating a guilt trip or a tirade or a throw down… he got the polar opposite reaction. His
“Brother” was happy for him, admitted that he was right, hugged him and wished him well on his journey.
I’m grateful to Eric now because I’m seeing that had he not been this understanding, I’d probably be dead,
in jail or holed up in the projects in Denver, Colorado. I’d also like to give a shout out of gratitude to my
friend #1 for believing more in me than I did myself all those years ago, all the way through today.
You’re world class #1 and I’m a lucky guy to have you on my team.
Do you have any relationship with a person you aren’t as appreciative of enough? If so, take a moment
today to call, write a note to or tell them in person how grateful you are for their sticking by your side.
RESISTANCE AND PROCRASTINATION
Procrastination is the most common manifestation of Resistance because it’s the easiest to rationalize. We
don’t tell ourselves, “I’m never going to write my symphony.” Instead we say, “I am going to write my
symphony; I’m just going to start tomorrow.”
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The most pernicious aspect of procrastination is that it can become a habit. We don’t just put off our lives
today; we put them off till our deathbed.
Never forget: This very moment, we can change our lives. There never was a moment, and never will be,
when we are without the power to alter our destiny. This second, we can turn the tables on Resistance.
This second, we can sit down and do our work.
RESISTANCE AND SEX
Sometimes Resistance takes the form of sex, or an obsessive preoccupation with sex. Why sex? Because sex
provides immediate and powerful gratification. When someone sleeps with us, we feel validated and
approved of, even loved. Resistance gets a big kick out of that.
It knows it has distracted us with a cheap, easy fix and kept us from doing our work.
Of course not all sex is a manifestation of Resistance. In my experience, you can tell by the measure of
hollowness you feel afterward. The more empty you feel, the more certain you can be that your true motivation was not love or even lust but Resistance.
It goes without saying that this principle applies to drugs, shopping, masturbation, TV, gossip, alcohol, and
the consumption of all products containing fat, sugar, salt, or chocolate.
Do you regularly ingest any substance, controlled or otherwise, whose aim is the alleviation of depression,
anxiety, etc.? I offer the following experience:
I once worked as a writer for a big New York ad agency. Our boss used to tell us: Invent a disease. come up
with the disease, he said and we can sell the cure.
Attention Deficit Disorder, Seasonal Affect Disorder, Social Anxiety Disorder. These aren’t dideases,
they’re marketing ploys. Doctors didn’t discover them, copywriters did. Marketing departments did.
Drug companies did.
Depression and anxiety may be real. But they can also be Resistance.
When we drug ourselves to blot out our soul’s call, we are being good Americans and exemplary consumers. We’re doing exactly what TV commercials and pop materialist culture have been brainwashing us
to do from birth. Instead of applying self-knowledge, self-discipline, delayed gratification, and hard work,
we simply consume a product.
Many pedestrians have been maimed or killed at the intersection of Resistance and Commerce.
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Th e Best O f M y Not e T a k in g N e r d’ s Bl o g - V o lu m e O n e
Doctors estimate that seventy to eighty percent fo their business is non-health related. People aren’t sick,
they’re self-dramatizing.
Sometimes the hardest part of a medical job is keeping a straight face.
As Jerry Seinfeld observed of his twenty years of dating: “That’s a lot of acting fascinated.”
The acquisition of a condition lends significance to one’s existence.
An illness, a cross to bear… Some people go from condition to condition; they cure one, and another pops
up to take its place. The condition becomes a work of art in itself, a shadow version of the real
creative act the victim is avoiding by expending so much care cultivating his condition.
A victim act is a form of passive aggression. It seeks to achieve gratification not by honest work or a contribution made out of one’s experience or insight or love, but by the manipulation of others through silent
(and not-so-silent) threat. The victim wants others to come to his rescue or to behave as he wishes by
holding them hostage to the prospect of his own further illness/meltdown/mental dissolution, or simply by
threatening to make their lives so miserable that they do what he wants.
Casting yourself as a victim is the antithesis of doing your work.
Don’t do it. If you’re doing it, stop.
RESISTANCE AND THIS BOOK
When I began this book, Resistance almost beat me.
This is the form it took. It told me (the voice in my head) that I was a writer of fiction, not nonfiction, and
that I shouldn’t be exposing these concepts of Resistance literally and overtly; rather, I should incorporate
them metaphorically into a novel. That’s a pretty damn subtle and convincing argument. The rationalization Resistance presented me with was that I should write, say, a war piece in which the principles of Resistance were expressed as the fear a warrior feels.
Resistance also told me I shouldn’t seek to instruct, or put myself forward as a purveyor of wisdom; that this
was vain, egotistical, possibly even corrupt, and that it would work harm to me in the end.
That scared me. It made a lot of sense.
What finally convinced me to go ahead was simply that I was so unhappy not going ahead. I was developing symptoms. As soon as I sat down and began, I was okay.
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Note Taking Nerd #2) Be on the watch for our transformation report. The stuff #1 and I learned while
applying what’s in there is what has allowed us to be as wildly successful as we have… despite us not having
fancy pants guru status.
Once again, I’ve spent over 5 hours on this post so with that said, go get this book. YOU WILL THANK
ME SOME DAY FOR BRINGING IT TO YOUR ATTENTION.
In the words Steven Pressfield used right after he typed “THE END” for his first novel he actually followed
through on all the way to completion… “RIP motherfucker.”
Talk to you again soon,
Note Taking Nerd #2
P.S. Thought I forgot about your Ken McCarthy notes, didn’t ya? Well, I haven’t. They’ll be in my next
post for you.
CHA PTE R 6 4
Do You Deserve The Respect of Your Customers and Prospects?
Maybe Not. Find Out Now.
H
ey You,
It’s #2 back with what I promised you…
What Ken McCarthy (Man who’s been successfully teaching internet marketing since 1994) Would Pass
on to you While Lying on His Death Bed to Ensure You Earn the Respect & Loyalty of Your List…
The 12 Things You Must Absolutely Know About Internet Marketing… Listed in order of importance just
in case he dies quicker than is expected.
WARNING: There is some serious meat packed into this post. Another solid 6 hours of my dedication put
forth for you. Enjoy.
1. Internet Marketing is Direct Marketing
T
his has been the secret to his success since 1994. With all the tools you can use on online Direct Marketing
is measurable.
This is why Google is so powerful – Ken ranks these guys as possibly the mightiest direct marketing companies on the planet. Everything is geared toward the ultimate user experience.
And, everything they do is measurable.
And when you see the segment where Trevor Claiborne, the hired gun brought in directly from Google,
show you results from testing the shit out of all of their pages where they’re attempting to get you to take
Do You Deserve The Respect of Your Customers…
213
action, ie…starting an adwords account, downloading Google chrome (Googles web browser), trying out
Website Optimizer, getting a gmail account and so on.
HUGE TAKEAWAY HERE: Payvery close to, and swipe any and all of these pages. Before today I never
knew that Google was running tests on all their pages using the flood of traffic they get everyday, I used to
think of them as just web geeks who did stuff just because it looked “Cool”.
I was horribly mistaken. They test everything from bullet copy, to headlines, to buttons.
Any page of theirs you see that is the same two weeks (a week is their standard for a test) in a row is that
way because it’s the winning layout.
Why Your Offer Can Make or Break You
The conversion of your offer always lets you know the effectiveness of your messages.
If your actions are measurable, then you can test. No guessing or thinking you’re a genius. Being a direct
marketer means you have to wear both a sales person hat and an accountant hat.
If you can measure, you can test, then you can improve. Direct marketing is adaptable
Measuring helps you instantaneously counter ups and downs of a free market.
This makes your business improvable.
Ken tells the story of a billboard he sees everyday riding the 7 train to queens that only said MORTGAGE
LOANS 1-800-000-000. When our economic meltdown cut into the response to that message, they
changed it to… MORTGAGE HELP 1-800-000-0000.
Pretty slick, eh?
These are books Ken suggested the crowd and you to read…
My Life in Advertising - Claude Hopkins
Tested Advertising Methods - John Caples 4th Edition or Earlier (secret unknown to me that it was
altered for the worse after the 4th printing.)
Gary Bencivenga’s Secret Weapon (Also Marty Edeslston’s of Boardroom Reports, favorite): How I
Raised Myself From Failure To Success In Selling - Frank Bettger
2. Let’s You Automate and Leverage
This is where the money is.
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The principle of Salesmanship Multiplied through direct response advertising allows you to reach more
people from more places all over the globe whom you might not ever have the chance of ever starting a
relationship while trying to meet them one on one.
Selling online offers you Leverage Without Risk because you measure. Now you know right away when
response drops so can change now.
One guy Ken knows takes 7 days to test a product. If it doesn’t take off, he tosses it.
WATCH OUT FOR THIS MAN: You may or may not know, there’s a man by the name of Robert Plank
who is a beast when it comes to getting products to market. He sells Internet marketing stuff.
I just looked and I own 7 of his products. And I believe most of these products have been released in the
last two years. I’m guessing there’s about 5-10 I don’t own yet including his Product University program.
Even if you couldn’t get access to PU, which I don’t think you can, look him up not just to learn his kick ass
strategies but also to dissect how he puts his products together. There’s a tested system there to model.
The System Model is Traffic + Conversion = Profit
Get traffic & test your conversion machine always watching & seeking optimization
3. The Path to Optimization…
Step One: Other People’s Direct Marketer’s Experience is a handy to save you time & grief. It’s enough to
build a fortune. But what’s going to be even more valuable in the long run will be…
Step Two: Your Own Testing.
Running your own tests presumes you’re actually doing something which is the number one key to success.
Knowing specifically what rings the bell of your clients is a thousand times more valuable than what works
in another industry. The info you gather testing gives you the power to create money machines at will.
Note Taking Nerd #2 Tip: Fancy pants guru’s are invaluable. But when we blindly trust every word that
comes out of any authority’s mouth without running it through the meat grinder that are results & real
world experiences in your actual business… we might be led astray.
It kinda reminds me of this passage from a John D. MacDonald (Fiction Mystery/Thriller Author Dan Kennedy & Gary Halbert turned me onto years ago-Two Thumbs way up by the way), Travis McGee novel
from back in 1965…
“The bell ringers and flag fondlers have been busily peddling their notion that to make America Strong, we
must march in close and obedient ranks, to the sound of their little tin whistle.
Do You Deserve The Respect of Your Customers…
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The life-adjustment educators, in strange alliance with the hucksters of consumer goods, have been doing
their damndest to make us all think alike, look alike, smell alike and die alike, amidst all the pockety-queek
of un-serviceable home appliances, our armpit astringent, nasal passages clear, insurance program adequate, sex life satisfying, retirement assured, medical plan comprehensive, hair free of dandruff, time payments manageable, waistline firm, bowels open.
But the other vitality is there, that rancorous, sardonic, wonderful insistence on the right to dissent, to question, to object, to raise holy hell and, in direst extremity, to laugh the self-appointed squad leaders off the
face of the earth with great whoops of dirty disdainful glee. Suppress friction and a machine runs fine.
Suppress friction, and a society runs down.”
Trust your own empirical data produced through your action most. You know more about your business and your customers than 98.9% of guru’s. Learn to Trust yourself and your team by testing.
4. What Is Business?
It is Not Selling Products. It’s about creating a following.
Ken recommends you look up the book “Tribes” – by Seth Godin talks about this topic.
Side Note: Last night, I listened to Jay Abraham interview Seth Godin during the Brain Trust Seminar Jay
hosted at the Los Angeles Convention center in April of 2008.
I was floored. For years I’ve avoided this guys books thinking he was just a watered down version of Kennedy. While I know that there’s nothing new under the sun, this guy seems to me to be a man who knows
his shit, keeps a pulse on what’s new/hot and uses his own fresh stories to illustrate his points (at least he
did here).
Even though I’ve heard DAYS worth of material on the topic of marketing, he put enough of his own world
view into his thoughts to make even the “beat to death” topic of permission marketing refreshing to hear.
But what impressed me was the way his mind worked so fluently. He was working with Jay and the crowd
without a net and his he was “ON”. I guarantee, if the crowd wasn’t a fan of his for the reason I stated
above, they were after that 67 minutes of conversation.
***Priceless Gem*** The function of creating products is to create your following
Sales Generate profits. Repeat sales generate wealth. You wanna get out of the “Make a sale so you can eat
mode”
Super successful people who get customers for others, flame out really fast.
Winning Formula: Sell the right thing to the right people to get the right following
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You want people who are loyal to you because you’re loyal to them.
Peter Drucker’s Definintion of Bidniz: Create Customers. Innovate. Everything else is an expense
5. It’s All About the List…
Size…
Who’s on it?
The quality of the relationship.
If you’ve got a big list, with the right people on it and you’ve cultivated an amazing relationship with
them… you’re sitting pretty.
How to Build a List…
No Whining. Everyone starts at zero. EVERYONE. The difference between them and the loser who uses
excuses for failure is just that. Successful people don’t make excuses. They make money.
Get Started.
Accept small numbers in the beginning. Ken is happy increasing his list 1% a day. Not trying to hit homeruns. Depending on how fast you want to boost the numbers of your list, you may or may not want to
commit to Doing Something Everyday.
Dumb ideas better than nothing
Dan Kennedy Quote: I don’t know “THE” 1 way to get 100 leads. But I do know a 100 ways to get 1 lead.
Remember the Pareto Principle here…80% of your traffic is going to come from 20% of the sources you
tap. So, plant seeds all over so can mine hidden opportunities.
Ken favors having clients tell others about him thorough asking them to “Please share these video’s with
your friends.”
He’s happy as a clam growing his list just 1% a day.
6. The Secrets of E-Mail
Everything starts with the opt-in.
If the offer is congruent, the opt-in is automatic.
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217
A store selling women’s shoes offering women a chance to get first notice on when their stock is going on
sale is pretty much guaranteed to get ladies to hand over the email with little to zero resistance.
Always want to be refining the three R’s… Right offer, Right person at the Right time
If your opt-ins suck, you need to work on how you’re presenting whatever someone’s supposed to get by
joining your list. That’s it. If they’re opting out, then you want to look at fixing whatever comes after that.
What can offer people for free that would make them ecstatic?
Nerd #2 Thought:
The best fisherman on the planet are the best because they think like a fish instead of a fisherman. This
was a timeless, invaluable lesson taught by Gary Bencivenga in his seminar. One I sometimes forget at
my own peril.
Don’t think like a marketer. Think like a consumer. Think like your ideal consumer and this way, whatever you offer will be coming from where they are, instead of where you are.
One of the best examples I can think of is for this site and the service we provide for you.
I’ve never written any of the sales copy you’ve seen on this site, but when I do, I’ll take myself back to the
place where I treasured the free ezine’s & reports. As a matter of fact, I used to save them all and print them
off because I couldn’t afford to buy the guru’s products.
I could buy $20 books, but this was the closest I was ever going to get to these gurus.
Nowadays, the only reason I download tele-seminars, webinars, or reports is to study how they are structured. I own pretty much all the elite of the elite programs, new and old. So in my eyes I don’t value free
samples because I know I’ve got access to the whole enchilada.
Where this works in your favor is if you don’t have access to these seminars and systems or… if you do
own them and haven’t found the time to go through and take notes on them are incomplete and almost
illegible.
If you like what you’ve bought and gotten here free on this site… just you wait. You ain’t seen nothin’ yet.
Mail when you have something exciting, interesting, new to share.
This is what inspired me sit up in my bed and type these notes for you. While writing for this blog my
mind is always on the hunt for topics to talk to you about.
Ken just plucks stuff from any and everywhere
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Mail More. Most people don’t stay on the radar of their list. If your market is highly competitive you’ve
gotta be militant about looking for ways to show up with gifts for them.
Remember what I told you I learned from Eben: When your marketing & your content is hard to tell
apart… that’s when you’re gonna raise your conversion rates.
7. Your Challenges
True of False? Your subject line has more influence than the sender line when determining whether your
email will be looked into or not?
Answer: For this to happen the name they see in the sender tab has to be someone they know, like and
trust. The Subject line is nowhere as important as this.
Think of how you cruise your email list. Maybe, if you’re like me you seek friendship first, maybe checking
for Facebook messages or family names. Then, you scan for extended friendships. People who consistently
make your day.
Pro’s who do this strive to make everything you send worthwhile.
Help people feel grateful for having opened your email. Don’t waste the equity built up in your prospects &
clients “trust” account by selling Jackhammer “Dwight Schrute” style. Lead with the giving hand and you’ll
find it pays off.
Eben Pagan, Frank Kern & John Carlton are three examples of people who do this masterfully. Surprise,
surprise they’re all friends with each other. Birds of a feather, flock together.
Curiosity subject lines work very well for email where as they don’t so much with envelope teaser copy on
physical mail.
Nerd #2 Observation: Start with a bang. Or as Dan Kennedy talks about in his “Influential Writing” Seminar Make a big entrance. Here’s a recent favorite Big Entrance from the first paragraph in the first chapter
of the same Travis McGee Novel I quoted earlier…
A
smear of fresh blood has a metallic smell. It smells like freshly sheared copper. It is a clean and impersonal
smell, quite astonishing the first time you smell it. It changes quickly, to a fetid, fudgier smell, as the cells
die and thicken.
When it is the blood of a stranger, there is an atavistic withdrawal, a toughening of response, a wary reluctance for any involvement. When it is your own, you want to know how bad it is. You turn into a big
inward ear, listening to yourself, waiting for faintness, wondering if this is going to be the time when the
Do You Deserve The Respect of Your Customers…
219
faintness comes and turns into a hollow roaring, and sucks you down. Please not yet. Those are the three
eternal words. Please not yet.
That my friend, is bona fide King Kong Goddamn Entrance. This is the level of word picture/time
machine/experience writing I aspire too. All buried in a “trash” fiction novel.
Don’t take long to get to your point. Like sprinting, you can’t meander and still be in the race.
Get Action.
Show the link early. Above the fold. Show it often. Give a reason why they should do what you want them
to do.
Explain what great things are gonna happen when they go there
Never Send an Email Until You’ve gone Through This Checklist
7. Market Selection
Play in a rich playground. Golfers tend to spend more & make more money than bowlers. This is everything. 80-90% of the reason for success.
Make sure they’re buyers, not just researchers.
Make sure you can reach them - Media
Make sure you can bring them something uniquely valuable. If you can’t, roll up your tent, go home
and find something else to sell. You don’t deserve their attention or money.
Now make sure you meet these criteria…
Repeat sales – What makes more money? Flu shots or athletes foot medication?
Premium & super premium sales- Always look for ways to have good, better, best options built into what
you offer. Some people only buy the best/most expensive. Don’t keep them from buying that from you
because it doesn’t exist.
A woman in China paid $1.2 million for immediate access to a certain Salsa instructor.
Word of mouth sales (includes PR) - Don’t bother with a product that can’t make this happen.
Endless loop - Martial arts is a perfect example of this… One level of advancement only makes you aware
of even more ways you’re vulnerable to attack so when you master grappling, you know that’s not enough
to keep you from getting stabbed so you learn knife fighting and the vortex is endless.
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Financial advice & Health Advice are two marvelous examples of businesses that are endless loops. They
both encourage constant & never ending learning.
8. Sell to a Hungry Crowd
What Gary Halbert really meant
Gary created his starving crowd with “Influential Writing” and Direct Marketing. That’s what we should
aspire to as marketers with inspiring and useful things and by doing so we shore up the confidence our list
has in us.
9. How to Start a Business
The Road Repair Method of product creation.
Roads always need maintenance. Markets always need maintenance. There’s always something wrong with
the products in a market.
But remember, always focus on your market first, product second.
Products are ways to get your methodology into the marketplace and start a following.
You want ask the question… “What would pull people to me?” and look for your point of entry. Launch.
Then repeat.
This is where Bettina, I think this is his wife or assistant, gave him the chop. He ran over his time so
somewhere in the other 4 DVD’s he’s supposed to finish last 4 points.
Just following these 9 guidelines will put you waaaayyyy in front of the masses.
And remember it’s not about having the biggest list. It about having a list of people who you can bring
value too and whom you can connect with. List pimps who are out to spam people remind me of guys who
think they’ve earned “Man” status because they hunt animals.
Once again my buddy John MacDonald, puts this into words so much more eloquently than I can today so
I’ll let him help me make the first comparison with big game hunters here…
I
do not like the killers, and the killing bravely and well crap. I do not like the bully boy, the Teddy Roosevelts, the Hemmingways, the Ruarks. They are merely slightly more sophisticated versions of the New
Jersey file clerks who swarm into the Adriondacks in the fall, in red cap, beard stubble and taut hero’s grin,
talking out the side of their mouths, exuding fumes of bourbon, come to slay the ferocious white tail deer.
Do You Deserve The Respect of Your Customers…
221
It is a search for balls. A man should have one chance to bring something down. He should have his shot at
something, a shining running something, and see it come a-tumbling down, all mucus and steaming blood
stench and gouted excrement, the eyes going dull during the final muscle spasms.
And if he is, in all parts and purpose, a man, he will file that away as a part of his process of growth and life
and eventual death. And if he is perpetually, hopelessly a boy, he will lust to go do it again, with a bigger
beast.
They have all their earnest rationalizations about game control. It is good for the animals to shoot them. If
may serve some purpose to gut shoot them with a plastic arrow. We have bitched up the various ecologies
in all our areas, game control is a necessity. But it should be done by professionals paid to do it, the ones
who cherish healthy flocks, the ones who do not get their charge out of going bang at something thrice the
animal dignity they can ever attain.
I do violate my own concepts by slaying the occasional fish. And eating him. But spare me the brotherhood of blood sports, the hairy ones, all the way from Macmillan and his forty grouse a day to some snot
nose kid who tries to slay every species of big game in the world, with the assistance of his doting daddy.
There is one thing which strikes me as passing strange. Never have I met a man who had the infantry memories, who had knocked down human meat and seen it fall, who ever had any stomach for shooting living
things. I could not imagine Paul Dominguez (Bad ass in the story) ever shooting a marauding crow. He
would need no romantic fantasies about himself. His manhood would need no artificial reinforcing.”
I’m not a person who crusades for wild life. I just recognize that killing an animal doesn’t make you a tough
guy. Any punk can pull a trigger.
Just like any punk can build a list.
Maybe everyone, including you, should take a shot at wham bam, Thank You maam list building/marketing/selling. Just so you can experience what a heartless, unfulfilling experience it is. So you can feel
what it’s like to kill trust, the lifeblood of relationship, in another un-suspecting person.
It doesn’t take a genius to build a list. All the tools and guides are out there. But it does take compassion/
discipline/skill for you to build a following of people who cheerfully hand you money year in year out.
People who go to war and defend you on-line or off. Raving fans who buy from you when they understand
they already know everything you have to teach them. Friends who choose to do business with you over a
cheaper competitor.
Animal hunters out to prop stuffed heads on their wall aren’t as special as they think they are. Neither are
first name/email address hunters otherwise known as spammers, out to build massive lists of faceless subscribers and one-time buyers.
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Use the guidelines Ken & I have laid out here and aspire to be a true leader who brings massive value in
your prospects/clients/customers eyes and you’ll see results like you never dreamed possible.
Do the opposite and look forward to a jail cell or a blah miserable existence.
Talk to you again soon,
Note Taking Nerd #2
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CHA PTE R 6 5
5 Principles Of Marketing Strategy You Must Know
H
ello Nerd Fan’s .. Chief Nerd Here
Been busy as crap over here .. wish I had 13 Arms, 7 Brains, and 22 Legs. (Imagine what this guy would look
like)
I got so much I want to share with you guys. I’m gettin there though.
I’ve been Tearing Through some of my old notes from various Seminars I’ve attended.
Just came across some Kick Ass stuff from a Jay Abraham Seminar.
Talks about the 5 Principles of Marketing Strategy.
Check this out. Super Cool Stuff..
Principle #1: Specialization - What areas do I specialize in? You can not be everything to everyone. The
more specialized you are the more appealing you will be to your market. Everyone Wants to work with a
specialist. The more you can identify, quantify, and compare what you do the more you will own your
market. People will always seek the highest level of expertise they can afford.
Principle #2: Differentiation - In what ways am I both superior and different than my competition? What
areas am i excellent in? Maybe we are more discriminating in what we do (look at 1,000 before we choose),
maybe our staff has ten times the training, maybe we are just the first people to educate the market on
something everyone does but no one else explains…
“If you don’t have competitive advantage than do not compete” - Jack Welch
Principle #3: Segmentation - Take your areas of specialization and explain what you do better in that area.
Then begin to segment your market. Find out who are your best customers. How can we find someone who
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already has our customers? If you described your perfect customers who would they be? What are different categories of customers worth to our business? Only then can you know what you are willing to pay
to attract those customers.
Principle #4 - Concentration - In what areas of activity should we focus our time, money, and effort?
How do we get these customers to buy even more? Find out what different forms of media work the best.
What words do we want to own in our customers minds?
Principle #5 - Positioning - How do you want to be talked about and described by your customers? Again..
What words in your market do you want to own in the minds of your customers?
Do you know the answers to these questions in detail? If not then get to work… See ya next time.
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CHA PTE R 6 6
Part 1: Two Words That Allow You To Get Anyone To Do Anything
You Want. Gun and Mask Not Required…
H
ey you, It’s #2.
Today I’m going to share with you the most powerful way to influence your prospects & customers.
Last night I spent a few hours on a detailed note taking session to put this together for you. The program I
dove into was Tony Robbins’ “Creating Lasting Change” product which, by the way, is my favorite out of
any of his others.
Now, you and I are gonna look directly over the shoulder and listen to a story in the voice of someone
who’s internationally respected for his ability to influence.
Here we go…
If you’re gonna create a change in anyone, i.e. exchange little blips of numbers from their bank account to
yours or take action on what you ask them to do… you gotta remember they only want to change one of
two things…
…How they feel… or what they’re doing, which is their behavior.
Those are only two things people want to change.
Everything comes down to state, “What’s the state of mind they go into in a certain environment?”
What’s the state they’re in right now?
The two basic ways of changing state are changing someone’s physiology or… their focus, the way they’re
representing things.
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If someone’s got a bad association to “authority figures” you’ve gotta change their feeling toward that or
what “Authority Figures” mean to them. That’s all it takes.
Changing the meaning for people is a primary skill you’re already using in life.
There 3 ways to do it…
1. Pre-Framing
2. Re-Framing
3. De-Framing
Today you & I are only going to talk about Pre-Framing.
The purpose of changing the Frame of Reference that someone’s using is to change what something means
to them.
Here’s What a Pre-Frame is…
When you tell someone in advance what to pay attention to and what it’s gonna mean when they notice it
(when they see, feel or hear it).
Pre-Framing is the most powerful way to influence the way people think that Tony knows of.
Most people spend most of their time, on how to structure their request, how to ask for things, not on the
way they set things up in advance of the request.
If you’re gonna help someone change, before you actually do the change work, is where you’re going to
influence them most.
How Can You Pre-Frame People
So That They Have Tremendous Expectancy For Change?
Do Doctors do this even if they don’t know they are?
Yes.
We’ve all heard of a placebos. You know, where you give someone colored water and make them believe
it’s a medicine and their body heals.
What’s even more exciting is when you give somebody a REAL MEDICINE and you tell them it’s a DIFFERENT MEDICINE and their body responds… as if it were a different medicine.
Part 1: Two Words That Allow You To Get…
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There’s been a tremendous amount of research studies done where they take people and they give them
amphetamines, medical students, but they gave it to them in the form of a capsule that looked like a
downer, a barbiturate.
Amphetamines are a chemical that must speed up your metabolism.
They give it to the doctors & say, “Now, these are some of the best downers (Barbituates) that we’ve ever
created. These will relax your patients in a heartbeat. They’ll just drop them right to the floor.”
In every case during the study, every single person’s, pulse dropped, body dropped, they responded exactly
as if they were barbiturates when they were given amphetamines by a doctor who believed they were barbiturates. So guess what they did?
They did the opposite.
With a different group of doctors they said “Look, this stuff will hype your patients up. If they’re out of it,
you give them this and they’re gonna have the energy they need” and they gave them barbiturates.
And in each case, even though the body has been drugged to slow down, the person’s physiology sped up.
It’s Not Just That Our Beliefs Affect the Drug…
Our Beliefs ARE the Drug.
So what you & I have to know is that to influence a potential client or customer it’s not so much about what
we do during our actual presentation.
The Pre-Frame you do before will probably mean more to that person than even the interaction you have
with them.
It creates an expectancy in people.
So whenever you’re looking to get a customer or prospect to do something think in terms of Pre-Framing.
The Best Way to Pre-Frame…
Pre-Frame things so that when you communicate something, say if you take someone who’s skeptical, you
immediately say what they’re thinking.
Say, “You know what, I don’t know if this really makes any sense for you, it’s very basic. But you know,
what the heck, why don’t we try it.”
You do that with someone who skeptical, and you can bet your ass it’ll build rapport with them.
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Or…
If you know someone who wants to change and they’re not skeptical, you’d say something like… “You
know what. What I’m going to do with you right now is the most powerful pattern I’ve ever developed.
There’s not one person who hasn’t changed. You’re gonna love this. This is gonna change your destiny.”
They’re ready for the drug.
This will affect everything about the way they perceive you. If you don’t tell people what to notice, there’s
unlimited things for them to. Some of them probably don’t work in your favor.
You want to teach your clients what things are gonna mean in advance, “And when that happens here’s
what that’s gonna mean.”
Create the meaning you want them to. This is your job, to direct the meaning for them.
Otherwise they go all over the place.
Can people take an experience that’s very positive and interpret it in a way that’s very negative? Absolutely.
Remember that movie, Me & Marley that starred Owen Wilson & Jennifer Aniston adapted from the bestselling book?
During my last trip back for Christmas to the frozen tundra that is Salt Lake City, Me, my brothers, my
father, step mother and I went to go see it. I’m a total dog fan and so is everyone in my family.
There has never not been multiple dogs in my dads home for 25 + years now. Inside the house.None of this
leave the dogs outside, all day chained up bullshit.
WARNING: If you’re as serious a dog lover as me, and you’ve got a macho man ego, don’t go see Marley &
Me without being prepared for the battle to fight back some serious tears.
Jim Rohn talks about in one of his speeches, how he hates movies that don’t touch him. He says, “Make me
laugh, make me cry, just don’t leave me the same as when I walked in.” I feel the same way.
Whoever produced Marley & Me pin-point precisely nailed the dog lovers tear jerking button.
My dad didn’t like this one bit. He said, “I hate it when people try to jerk your emotions around like that.”
Yeah right. Only when they’re emotions that affect his tough guy ego. He loves laughing out loud, but get
him in a theatre where he’s surrounded by other people and make him feel the opposite, and beware.
Two men. Two entirely different ways to interpret the same exact situation.
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Tony believes he can get anybody to do anything because he knows how to Pre-Frame it. He frames it
in a way that relates to their benefit. And he asks rhetorical questions he knows they’ll answer.
When you’re one on one you can totally ask questions. “Does that make sense to you? Do you follow me?”
If I were to do something you may be wondering “Why are you doing this?” “Well, let me tell you why
we’re gonna be doing this.” And then you’d tell them why, and then you’d do it.
The Story That Brings This All Home…
Years ago, Tony was brought in to work with the San Antonio Spurs.
For the non-sports fan or my people across the big pond, the San Antonio Spurs are a Professional Basketball team in the NBA.
They have not missed the playoffs in 19 of the last 20 seasons. They now have 4 championship titles.
Before Tony showed up, they had none.
Now Tony walks in & knows they have a different frame of reference about him than he wants them to
have. So he’s gotta come in & break that pattern & establish the frame from the very first moment.
He’s supposed to be talking to just the players and management decides, “Hey, we got Tony Robbin’s, we
may as well take advantage of it and bring in all the office employees in our organization.”
So, they move the meeting from the locker room to a bigger space. Then, they figured they’d get it all on
camera so they could use it in the future.
Now, you have a bunch of white people in the room while the team is all African-American and of course
this makes some of these guys uncomfortable being outnumbered like this.
The team has just won a bunch of games in a row and they only have one day off. And, Dennis Rodman’s
in the group. Right, so Rodman walks in, sees this little workbook that Tony’s put on the chairs, he takes his,
rips it in half, throws it on the floor, slumps in his chair and puts on sunglasses so you can’t see his face.
Tony thinks, “Okay, I probably gotta do something.”
So when he got up there one of the first things he did was remembered part of their model of the world.
He’d done his homework so he found out that many of them we’re extremely religious, right,
He found out that they often do a prayer before a game even though everyone’s mindset wasn’t there. So,
Tony gets up and he was supposed to get this great framing introduction from the head coach but at the last
minute he bailed because he didn’t want to be seen as the guy who brought them to him on their one day
off.
Tony’s Supposed to Have 3 hours and At the Last Second
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He’s Told He’s Got 1 Hour.
The coach tells him, “You can keep them for 3 but the NBA only allows us to hold them for an hour.”
And then, with all the cameras on, they take and give Tony a Spurs jacket to wear just like the ones the guys
on the team do as their warm up gear. They want this to be all part of the video.
So one of the players is supposed to introduce him and he’s a really nice guy but he’s freaked out because
he’s not used to speaking in front of a crowd.
Everyone’s sitting in their chair with their arms crossed.
To make it easier on the guy, Tony tells him to just share three specific things about him so he at least has
some social proof.
Dude gets up, forgets everything and says, “Uh, the dude we’re bringing up today is…really sincere… and
he’s a… good man. Here’s Tony Robbins.”
He walks in and all the white people in the back of the room are clapping which makes all the black players
not want to.
Tony didn’t want to wear the jacket but they insisted, so he walks up wearing his Spurs jacket like the ones
they wear and he walks up to the front of the room of dead people in the very front. And in the back, all this
happiness, bouncing around, happy white people.
Here’s Where The Magic Begins, Pay Very Close Attention…
He gets up introduces himself & says, “You’re probably wondering why you’re here.”
First thing he says. Very first thing. “You’re probably wondering why you’re here. You just won 9 games
in a row. You haven’t had a day off, it’s your first day at home, you’re supposed to have the day off and now
you’ve got some white guy standing in front of the room who’s never played basketball in his whole life
trying to show you how you can play better when you just won 9 games in a row. You’re probably wondering why you’re here. You’re probably wondering why “What’re you doing wearing a Spurs jacket that
you never earned. Right?”
You could see the heads nodding up & down. And you can even see Rodman looking up now.
Then he says “Those are good questions you should be asking at this point & I’m not here because I earned
this jacket & we’re gonna talk about that in a second. And I’d be real unhappy if someone took my one day
off.”
Then he said, “I don’t have anything to do with that but I am here and I’m responsible to deliver for you
and you only have to be here for an hour. You’re gonna be here for three.”
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He said, “You may say that’s bullshit and you have the choice to do that but you won’t and I’ll say why.
Because I’ll deliver results to you that you’ve never seen before, in three hours. And I’ll deliver enough in
the first hour that you’ll stay. Because you’re gonna see that while I may not play basketball, I’ve worked
with the finest athletes in the NBA, PGA, Olympians, Tennis, Hockey.”
“But more importantly, I don’t believe I have all the answers. But I really do care and I really can deliver
and there’s another reason why you gotta be able to listen to me. Because you’ve never been able to make
it past the first round of the playoffs.”
And everyone looks at each other.
He said, “I’m not suggesting that I can get you beyond it but I know that you can get yourself beyond it and
I know there’s only a few things keeping you from breaking through so it’s not like you’re miles away.
There’s only a few little things, but if you don’t stop to look at them, you’re gonna be in trouble and what
happens is that when we succed we tend party and when we lose we tend to ponder. And the worst thing
that’s happening to you is that you’re succeeding, So, before we start, I wanna say two things. First of all, I
know that prayer is an important part of your team so I’d like to see if we can be guided in this session and
I’d like to know if you, Avery (One of the players who was also a minister) would get up and do a prayer.”
He’d heard they do these resounding, blow the roof off the mutha, emotional type of prayers. So Avery
gets up and eeks “Lord, please guide us to an effective day.”
Tony thinks to himself “Oh, my God.”
Has Tony Created a Frame By The Way? Yeah, he created the frame that he doesn’t have all the answers
and he’s got answers.
He created the frame that I don’t deserve to be here and that he does.
He framed several things. But then he finally said, “Here’s the bottom line. Now, I’ve heard your prayers
are a lot more resounding than that Avery, so maybe you don’t think we have much of a prayer of achieving
anything.” And he got a little bit of a smile.
Then he said, “The second thing I want to do is this.” And he rips off the jacket. “Because I don’t deserve
to be wearing this jacket.”
He went to the team captain and handed it to him and said, “at the end of this time if you feel I’ve added so
much value that I deserve this jacket, then you can come bring it back to me. And I’ll be happy to wear it
with pride. But I shouldn’t be wearing this thing until I earn it. And at the end, if I haven’t earned that
thing, you need to get in my face on top of it for taking your time. That won’t happen. Let’s begin.
————————————————————————————————————————————————————
Be sure to catch my next post to find out what happens.
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Also, do you remember in the email I mentioned that you print this out. Do it, because I’m going to show
you how I modeled this exact pattern to introduce a wet-behind-the-ears, African American to the Good
Ole’ Boys Billion Dollar Private Equity investment market.
If I can do it against all odds there, I’m positive you can do it in your market.
Who Gives You the Most Resistance When It Comes To Selling What You Offer? Cold Prospects.
I’ll show you how you can take Tony’s presentation and use it to massively lower the barriers people have
when they first meet you. This is priceless.
Stay tuned.
Talk to you soon,
Note Taking Nerd 2
P.S. If You Want To Learn How To Build Your Online Business From A to Z and Develop Deep Relationships With Your Customers Then Check This Out Now
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CHA PTE R 6 7
Are You Spending All Your Time Stringing Your Instrument All The
While A Masterpiece Resides In You?
W
atch This Video. Become a Man or Woman of Action.
[youtube=http://www.youtube.com/watch?v=6x1ddBJ3kiY&eurl=http%3A%2F%2Fmikesvault.com
%2Fvault%2Ffiles%2Frobin_sharma_leadership.html&feature=player_embedded#t=476]
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CHA PTE R 6 8
What You Can Learn From a Poor Little Nerd Boy From Po Dunk
Gooding, Idaho? A Lot…
“
Mom Someday I’m Going To Buy You A House Like This One and Aunt Regina .. I’m Gonna Buy You
A Harley”
- Chief Nerd, 7 Years Old
Wealth Wound Story #1
That was a mighty big statement from a 7 Year old from a small town in Idaho.
A Kid who was definitely on the bottom 20% of the economic class in America.
One of the very few memories I can recall from my youth was this very day.
I was at a Safeway grocery store and had taken off by myself the minute we entered the store.
It was my ritual to go to the magazines and grab a copy of Success Magazine.
I’d try and read as much as I could before my Mom came calling.
I remember looking through as many magazines as possible to look at any picture I could find of Big
Houses, nice cars, exotic locations, or the Big Cities.
This was my “Little Place” I’d go. Not only when I was on my treasured trips to the grocery store, but when
I was back at home by myself in my room.. dreaming of those far off places and cool things.
This day may have left an equally yet maybe more compelling imprint on my life as well.
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Before I do so.. I have a secret to tell you. I hid those times I was in the store looking at those magazine.
As I was looking through those magazines I’d be constantly checking over my shoulder to make sure
nobody was looking.
I was embarrassed someone might see me doing this “evil” thing.
As I look back I’m sure I wasn’t even aware as to “why” i didn’t want someone seeing me do this.
However… sadly, as is the case for many kids in similar environments, I was soon to find out why I didn’t
want anyone to dare catch me do this.
One evening on one of our 2 -3 times per week trips to the store I was over reading the magazines when….
My Aunt came behind me.
It was during a moment that I was lost, in my imagination, looking at a picture of an Incredible Mansion.
There happened to be a picture of some kind of Harley looking motorcycle on the page next to my mansion.
Just as I was deep inside my little world I heard a giggle come from behind me.
It was my Aunt.
I looked up and she said: “Hey Chrystal (my Mother) take a look at what your little boy’s looking at over
here”
I was terrified because I knew I was about to get in trouble. After all, what was a Poor little boy like me
looking at something like this.
Mom came thundering over to us (yes, Mom was a very big woman and when I say Thunder .. I mean it)…
She looked down at the magazine and ripped it out of my hands.
She said: “Why are you wasting your time looking at this shit?” “Are you not Fucking happy with what you
have” “Quit dreaming, get your head out of the sky, and get your ass out to the car”
I immediately began to cry and i grabbed the magazine and told my Mom.. “I’m gonna buy you a House
just like this someday and Aunt Regina I’m gonna buy you a bike like this”
The funny thing is I didn’t say it to impress them but I was actually saying it like it was some type of
revenge.
I can remember it just like yesterday as they both laughed out loud and my Mother sent me out to the car.
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I of course did….
I don’t tell you this story for sympathy.
The Chief Nerd is just fine.
I’ve since learned that My Mother did the best she could with the resources she had. In Other words .. she
knew no better. She was actually just trying to protect me.
She’d lived a very rough life and didn’t want her little boy to live through any of the broken dreams and
horrible heartaches she had to go through.
** Quick Thought. One of the dominant traits that was an absolute necessity for anyone to be knighted
the elite status of ‘Renegade Millionaire’ by Dan Kennedy was that the person had to have been a first
generation millionaire. This means they earned all their money from scratch. When you look deeper
into the history of these guys and gals, you’ll discover their past was checkered with events not to unlike
the one I just let you in on. This is why I believe I connected so deeply with Dan & ‘Renegade Millionaire’ . If you’ve never heard it before or it’s been a while since you’ve gone through it check it out here.
You’ll be grateful you did… Click Here To Support This Blog and Get Your Copy Of The Renegade
Report! **
Wealth Wound Story #2
One Afternoon Mom and I went to the grocery store.
This time it was the little locally owned store at the other end of town.
I liked going to this store because it had a few video games and the Safeway didn’t.
So, as i always did, I begged Mommy for some quarters as we walked into the store.
Mom eventually gave in and gave me a few quarters.
I played Joust and Space Invaders for quite some time when my Mother hollered at me from a few isles
away asking me to go out and retrieve her wallet she had left and instructed me to meet her in the check
out.
I immediately ran outside to do as Mom said.
On my way back in I kinda tripped over something only to look back and notice a brown bag laying on the
floor.
I opened up the bag and was shocked at what I saw.
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There was more money then I’d ever seen.
I combed through the money in amazement.
However… something innate inside of me told me what to do next.
I quickly moved back into the store and spotted Mom as she was moving items thru the checkout.
I walked up to the checker and Mom and said to the Checker…”I think someone dropped there purse outside”
I didn’t know this little bag was a banking bag with the deposit from the night before in it.
Thousands of dollars were in it.
The Lady, who worked there, paged the manager.
He came over, looked at the bag, and instantly began to tell me what a good little boy I was.
He praised my Mother for having such a good kid and then told me I could have any piece of candy from
the candy Isle I wanted.
Wow… I was so happy. I leapt over to the candy Isle and pondered my decision as to what candy I’d
choose.
I remember that I couldn’t choose between two things and the Manager let me keep both of them.
So I went back over to where Mom was at.
However, when I looked up at Mom she kinda half smiled at me but I could tell from Veins in her head that
something wasn’t right.
I intuitively knew when Mom was mad.
After a few minutes Mom and I headed out to the car.
As soon as we reached the car I noticed that Mom looked around a bit then she reached down toward me.
I didn’t see what was coming next.
Before I knew it I was getting a harsh ass spanking.
As I was getting spanked I remember Mother telling me: “Do you know what we could of done with that
money?” “What the hell is wrong with you” “Why did you not show me first”
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Here I was.. A little boy.. A Hero one second with Candy as a prize and an ass beating the next for the very
same thing.
Why’s The Nerd Is Sharing This With You?
As you may know by now It’s my life mission to help others through my experience and blessings.
Many of us want to put the “dirt” of our lives in the closet, close the door, and forget that it was ever there.
I did this for many years and paid a hefty price for doing so.
I’m going to suggest you may be paying that very price today.
Why?
Because we think that just because times goes by that our Wounds of the past just magically heal.
However, that’s just not the case.
Some things do heal with time but not just because time has past but because as we grow older and wiser we
learn to connect the dots and learn from things that may have happened in the past. We begin to “understand” things and therefore we can move past them.
Many of you may not have such severe wounds as The Chief Nerd endured during my youth.
But I promise that if you’re finding yourself not able to follow through or achieve certain things in life it’s
because of one thing only.
The beliefs you tie to what it means to accomplish the things you want.
For years I’ve struggled with issues I can relate directly to the two Major Events I spoke of in this article.
One such struggle was my inability to enjoy Money.
I learned to make money. I made hundreds of thousands.
I ‘d sit in my office late at night and count my money.
I remember one night counting $100,000 cash I had in my safe and taking a picture with the money.
I remember having over $20,000 in change. Yes pennies, nickles, and dimes.
However, I just couldn’t get any enjoyment out of it.
I horded it, buried it, hid it, kept a strangle hold on it.
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And like all things you hold on to as if it might be gone the next second I found a way to chase it all away
many times over.
Now… during this time and since I’ve read upwards of 700 - 1,000 books, listened to thousands of hours of
the best self help and business programs on earth, been mentored by the elite coaches possible, and exposed
to a different society then that little boy who gazed into the future through the eyes of those magazines.
I still struggle but have been blessed to educate myself and provide myself with the tools to move past these
problems.
So here’s the deal.
If you are currently struggling with a vicious circle of Knowing but not Doing when it comes to your goals
or desires …
I recommend that you look deeply at the events in your own life that may be contributing to some negative
beliefs as to why you can’t achieve something.
Look closely at the beliefs you have that are attached to the actions you must do daily to achieve what it is
that you want.
Begin to look at the Wealth Wounds in your life and overcome them.
Everything is possible to those that are willing to overcome the limitations and obstacles that are put in
front of us.
Sometime in the next Week I’ll be hosting a free teleconference on Goal Setting the Nerd Way.
A big part of this process is looking at the Beliefs you may have in each category of goal you want to achieve.
So if you’d like to be a part of this teleconference just send me an email [email protected]
and put Goal Tele in the subject line. I’ll send you the details.
I’ll be going over Wealth Wounds and some specific strategies to overcome them in the near future.
In the meantime please leave a comment about one of your wealth wound stories or just some feedback.
Thanks..
Love Ya
The Chief Nerd
MyNoteTakingNerd
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P.S. remember that if you’d like to learn some very specific ways to overcome what may be stopping you
from Doing Your Goals then join me on my tele-conference next week by emailing me at [email protected] and putting Goal Tele in the subject line.
**If you have any Wealth Wounds like me, Dan Kennedy, John Reese or Frank Kern you’re really gonna
love hearing Dan talk about how people like you and I overcame our demons, defied the odds, and
make some real money. I’ve taken concise notes from this program and every detail Dan discussed of
how this can happen for you waits here… Click Here To Support This Blog and Get Your Copy Of The
Renegade Report! **
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CHA PTE R 6 9
Part 2: Two Words That Allow You To Get Anyone To Do Anything
You Want… Gun and Mask Not Required
H
ey You,
It’s #2, back to finish the story I told you in the previous post about how Tony Robbins used the power of
Pre-Framing to kick down the door of resistance he faced while working with the San Antonio Spurs.
And today is where I walk you thorough how I did this for an entrepreneur breaking into what many would
consider hostile territory… the financial sector… specifically Private Equity Investing which with the help
of Bernie Madoff, has raised skepticism to an all time high.
Remember how I said you should print off the last post? You did? Good.
Because you’re gonna wanna do the same with this one because with Tony’s template along with mine,
you’ve got two prime examples of how to talk to a cold prospect/market who doesn’t know you and this is
vastly important because…
Nerd #2’s Law of Influence: You Must Buy the Messenger Before You Buy The Message. Yes, Must, not
should, not might. Must.
Dan Kennedy talks about this in his “Influential Writing” program which was done right in the middle of
America’s last presidential debate.
He says people are really at their core making a decision on whether or not to vote for someone based on
the answer to this question: ‘Would I want to have a beer with that person?’ for men and for women
‘Would I trust them watching my kids?’
Not their qualifications.
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As proof of that, he says that one of the only president who’s actually had a track record that supported the
chief commander title was George Bush 1.
Me, I don’t care. They’re all yutzes if you ask me. All just puppets serving the real master. But that’s neither here, nor there.
What you and I are after is how to generate a favorable impression in the eyes of a stranger.
Here’s a quick re-cap of where we left off in our Robbins story…
The Spurs management brought Tony in to help get the team over a slump they’d never been able to overcome… making it past the first round of the playoffs.
The head coach is supposed to give him a glowing introduction but after seeing and sensing his team would
feel anger & resentment toward him for serving them up to this “Motivational Guy” on their only day off…
he slinks out on Tony at the last second.
None of the players are Tony’s champion but one of them agrees to introduce him and totally flubs the
introduction by saying “Uh, the dude coming up is a real nice person, and he’s sincere. Here’s Tony Robbins.”
The fuel that’s fanning this fire is a man by the name of Dennis Rodman, one of the toughest, roughest, bad
boy forwards to have ever played the game. Even though he’s not the captain of the team, his energy is so
potent that it affects everyone else’s perception of Tony.
Dennis, in an act of defiance, walks into the room, picks up the workbook Tony laid out for him and rips it
in half, plops his shades on, and sits with his arms crossed.
What’s Tony To Do?
Meeting the players where they are in their minds instead of where he is, Tony deftly creates the frame that
he doesn’t have all the answers, and that he does. That he doesn’t deserve to be there, but yet he does.
He’s created an opening. A sense of awe from the guys. A “This guys got some elephant sized balls” kinda
of respect.
The NBA by law can only hold the players there for an hour, but Tony needs 3 to make an impact. But first
to win over the “Rebel Without a Cause” Dennis Rodman.
If Tony can’t win over Dennis, he’s gonna lose 85% of the players at the end of the hour.
So, Tony just being Tony, after he’s set up his frame says, “I know about you Dennis. I watched you last
night. You’re one of the only guys who took time to sign autographs for all the kids. I saw that”
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Tony had brought along a group of kids that are in his Champions program. Kids he sponsors a college
education for, that he’d flown down the night before. It was the first time they’d been on an airplane.
He brought the kids to a “Big Time” NBA game and after the last buzzer most of the team just blew by them
but Dennis didn’t.
“Everyone talks about Dennis is a problem. I know you want to be totally unique & separate, on your own
and I know you’re as good as they get. And I’m not here to blow smoke up your ass. But what I saw out of
you though, is I saw you take time for those kids. I know who you are inside. I’m really grateful that you
did that.”
After doing this, Tony says to the group he’s telling this story to, “You should’ve seen Dennis. It was like he
was saying to himself ‘Somebody really knows I’m a good guy.’
This was the same person who was crying on national T.V. talking about how nobody loves him.
Everyone’s got the fear of not being loved, including Dennis Rodman.”
After this, Dennis sat up, took his glasses off and started participating. And for the next hour he’d gotten
the group up to about a 7 out of 10.
Not good enough for Tony.
At the end of an amazing hour, he demanded everyone but the team to leave the room because he and
the boys had to have a talk.
When everyone was gone he told them they’d only scuffed the surface of what was possible and that the real
results were yet to come. And that if they did come back they had to agree to play full out with him or don’t
even bother coming back in 15 minutes.
15 minutes comes and no ones there. 20 minutes comes and two players he assumed would be back, stroll
in. Then Rodman walks in and the next thing you know, the whole teams there and they end up rocking
the house with Tony, ending the session with Greg Popovich, the coach who leads San Antonio to their 4
championships after this, breaking wood up on stage.
Tony made the impossible, possible with
Two words. Pre-Frame.
You can do the same.
You can get anyone to do anything because now you know to frame it before you do it. And you know to
frame it in a way that relates to whom? Them. To their benefit.
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You don’t want to speak/write/sign language without a frame. Always control the frame that’s where the
power to influence lies.
Here’s how I made the impossible, possible for a client of mine.
It’s a pretty safe assumption to make that unlike the NBA, the world of multi-million, billion dollar investment arena is ruled by Jewish & white people.
I was charged with introducing a black man who was a raw rookie seeking to raise $8 Million dollars for a
private equity fund to the market. Of course, no one but an affluent person could qualify to because he
would accept nothing less than $50,000 to be in the deal.
African American, zero experience in running a private equity fund, requesting no less than $50 G’s. That’s
an uphill battle.
When I asked him who his target market was, all his marketing guy and him could tell me me was that they
wanted to go after affluent investors. This meant taking their inexperience and bite-sized marketing budget
and going heads up with some of the most well funded experts on the planet.
To me that sounding like it’d lead straight to a blood bath.
I told them why not target affluent business owners rather than the tagged affluent investors all the big dogs
were gunning for.
After all, investing in private equity is nothing but the act of taking a sizeable piece of a business and
reaping a reward after it’s starts spinning off a profit and when the company sells or goes public.
Both of these gentleman owned multiple business themselves so they could talk the Affluent Business
Owner’s language, so when it came time to do tele-seminars, events and meetings face to face… kindred
soul speak would effortlessly flow.
Presented to prospects in a way that said…
“Why invest in something that could take years to master like ETF Trading or the Forex market? You’re
already an expert at running profitable businesses. When you invest in private equity you’re investing in
something you know like the back of your hand so you can be assured there’ll be no funny stuff going over
your head. You know, with the jargon, market timing, Obamanomics wreaking havoc on the stock market.
Plus by lending your expertise you get to help make this venture succeed faster and fatter. This can’t
happen while trusting a money manager who’s on commission & who has no skin in the game to make
your moves for you.
My client agreed.
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So this was the way I set out to Pre-Frame our audience (names have been changed to protect the privacy of
this client).
————————————————————————————————————————————————————
M
y name is Mr. Tony Marcus. You may be skeptical of what I have to say right now because you don’t know
if private equity investing really makes sense for you.
It probably doesn’t.
What I’ll be revealing here is very basic, but you know, what the heck, let’s try it.
If something stupid like the color of my skin doesn’t cloud your judgment and you have an open mind…
you’re gonna absolutely love this.
————————————————————————————————————————————————————
“Note Taking #2: The reason I wrote the previous line was based on what I learned from Kennedy in
“Influential Writing”. He sites an example of the theme the first black Mayor of a major U.S. city, Cleveland, Carl B. Stokes, used:
DON’T VOTE FOR A NEGRO
Vote For Man. For ability. Character.
Vote for a leader who can attack problems and solve them.
Vote for the man who can rally all the people of Cleveland.
Vote for the man who believes.
Carl Stokes.
Kennedy calls this the principle of transparency. And in his word says… ‘It is usually a mistake to attempt
hiding or disguising either your real motives or your “negatives” when writing to influence. In face to face
settings, people have opportunity to raise issues they want response to or care about… and gives you the
opportunity to respond. Printed word delivery gives no such opportunities. The person raises the issue in
his mind but you offer no response. Instead, the courageous influencer “paints the elephant in the room
neon purple”, puts it on parade, and discusses it openly.’
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—————————————————————————————————————————————————————
Because within these pages, I’ve laid out the foolproof method professional full time venture capitalists and
full blown angel investors use to peer into the soul of any
private equity venture and judge within 5 minutes… whether it’s worth sliding a check across the table at
or… sliding off the desk into the trash.
Maybe you’re wondering if you should be here.
You’ve got meetings to prepare for, phone calls to return and mountains of paperwork to sift through to
ensure the success of your company.
And now, you’ve got this guy standing in front of you saying he’s the one who can show you how to give
yourself bragging rights when it comes to your investment portfolio at a time when everyone else is getting
their head handed to them on a stick.
You might be wondering…
“What is this All-Seeing-Eye System that allows the pro’s who use it… to detect the private companies that
defy the odds and not only survive the 5 year hump, but thrive…74.9 – 79.8% of the time (that’s 398.3%
greater odds than the average entrepreneur who can’t keep the doors open for more than 5 years), thus
making them almost bullet proof when it comes to investing in private equity?”
Those are all great questions you ought to be asking at this point.
Look, I’m not here proclaiming to be the black Warren Buffet and I’d be real unhappy if someone took 7
precious minutes of my life to make me empty promises.
I have nothing to do with that and I’m responsible to deliver for you. You only have to stay with me up
until now. You’re gonna stay with me until the end of this guide.
You may be saying that’s Bull Shit and you have the choice to do that… but you won’t and I’ll tell you why.
Because whether it’s a $25,000 dollar deal or $5 million dollar deal… whether or not the financial section of
the paper confuses the hell out of you… whether or not you’ve got any spiffy alphabet soup degrees… this
All-Seeing-Eye B.S. detector goes to work at showing you in plain English whether you’re the casino with
the house odds… or if you’re the gambler in any private equity investment… in less time than it takes to fill
your car with gas.
So, I strongly urge you to print this gift out right now and read it immediately.
Who Are You?
Part 2: Two Words That Allow You To Get…
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You’re gonna see that while I may not be Peter Lynch or one of the talking heads on T.V., I’ve built my
fortune in my own businesses through the discipline, honor and
wisdom instilled in me through my experience in each of these categories…
•
• As a United States Army Special Forces Green Beret…
•
•
• As an in-demand consultant given the highest level U.S. Government clearance, entrusted with classified
and national security information in order to instruct intelligence agencies (CIA,DIA), bureaus (FBI)
and military intelligence units on surveillance detection, escape and evasion, trade craft, hand to hand
combat, etc., etc…
•
•
• As a Master Mason since 1987…
•
•
• Becoming a 2nd degree Black Belt in Judo Jujitsu, graduating to Red Sash in Southern Shaolin Kung Fu
(Red Sash holds same prominence as a black belt), and while earning a Black Belt in Kuk Sool Won (the
comprehensive study of all Korean Martial Arts)…
•
•
• As a licensed private detective…
•
•
• As a Federal Police Officer with the Department of Energy (the guys who protect all of America’s nuclear
secrets, sites and materials – the only federal police agency with permission to kill without prejudice)…
•
•
• And, I’ve guided my companies Skyline Investments Inc. and Inspections, Inc. to $33.9 million dollars in
profit last year alone.
•
————————————————————————————————————————————————————
Note Taking Nerd #2: This guy couldn’t lay claim to being a private equity wizard but everything I’ve listed
here definitely implies he’s a man who’s been trusted by some of the highest authorities in our country to
do the right thing. To me this was more credible track record than what most investment firms can say for
themselves. And it was all I had to work with, so I worked it.
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Remember, if you’re new to market, do the same.
—————————————————————————————————————————————————————
I hate mentioning all this stuff. I guess it’s just the part of me who’s hell bent on keeping to myself and
minding my own business.
As hokey as it sounds I’m the kind of guy who gets joy out of spending time out at the bee farm on a Saturday with my fuzzy black and yellow buddies, my wife and a couple of
friends.
Up until now, very few people knew all of this about me.
Not Being A Jerk, Just Cautious
By the way, when you and I do speak in person, please don’t take my reluctance to give detailed stories
about any of my government or military intelligence missions as being
rude.
Friends of mine who claim to have lived “boring lives” ask me from time to time to tell them a tale of one of
my adventures, but I can’t.
Well, I guess I could but there’s a night and day difference between the high suspense,
thrilling, death defying story in my mind and the neutered version I’d have to relay.
In my eyes it’s not worth taking a chance on letting a detail slip out or putting you to sleep with a dull,
lifeless account.
I’ve been sworn to secrecy and my life, my wife’s safety along with our nation’s security lie within what I’ve
seen, heard and felt.
You understand, right? Ok. Let’s keep moving.
Due to defiance of authority (reason I left the regular army to become a Special Forces Operator as fast as I
could), I’m pretty much un-employable.
Don’t You Hate Taking Orders From People?
I’ve found that people like us have this in common.
This is why we strike out on our own and mold businesses that fit our personal preferences.
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The wealth of world class, elite level leadership training I’ve received allowed me to hit the ground sprinting
in my own business after a crushing knee injury prevented me from ever performing at peak in a combat
situation again.
After leaving the military I became a serial entrepreneur who now runs 3 companies along with a nonprofit
organization… simultaneously… profitably… all with very low levels of stress on my behalf.
But more importantly… I don’t believe I have all the answers.
But I really do care and I really can deliver and that’s another reason why you’ve gotta be able to listen to
me because you’re looking directly into the eye of one of the worst economic storms our nation has ever
felt.
And I’m not suggesting that I can get you beyond it, but you can get yourself beyond it.
Also, I know there’s only a few things that can stop you from succeeding with investments in private equity,
so it’s not like you’re miles away.
There’s only a few little things but if you don’t stop to look at them, you’re going to be in trouble.
Hero to the Affluent Business Owner?
A certain highly respected professional who shall go nameless here, upon reading this guide, started referring to me as a “Hero to the affluent Business Owner”.
Next thing you know, it spreads like wild fire in my circle of influence. People, maybe not too unlike yourself, are telling me this message caters to them in a way no other
does.
Being a guy who shy’s away from the limelight, when I heard someone refer to me this way, I cringed.
And the, a picture bubbled up in my mind. The memory of being a kid sitting on floor with a bowl of cereal
watching the Kung Fu flicks they used to play every
Saturday on T.V. or… being sprawled out on my stomach in bed reading comic books and lusting for the
day when I’d be strong enough to serve justice to the wronged just like my hero’s in these stories did.
Well, I stepped into that vision as a defender of our freedom and now I’ve channeled it towards freeing
fellow business owners, like you, from that terrible feeling of being held hostage by “so-called-experts” to
grow your wealth.
As I see it, I don’t deserve the “Hero to the Affluent Business Owner” status these highly regarded professionals have given me.
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Yet, at the end of our time together if you feel like I’ve added so much value to your life (like they did) that
you feel I should have this title, well, I can’t stop you from giving it to me.
And I’ll happily wear it with pride but you shouldn’t hand it over until I’ve earned it.
And if I haven’t earned it, you need to get in my face for taking up your time. That won’t happen.
Let’s begin…
—————————————————————————————————————————————————————
Can you see how I took Tony’s introduction and made it work for a completely un-related field? You
can do this to. And you want to do this with any prospect who isn’t familiar with you because it makes
everything you say after that much more believable.
It allows your prospect to actually hear you instead of shutting you down. It makes them want to start a
relationship with you. Contrast mine and Tony’s approach with this…
“It’s never too late to learn – and bleepyoutrade is ready to teach you!
It’s back-to-school time, and bleepyoutrade wants to teach you how to invest in your success. Right now, we
are offering our complete trading package, including our software, training and support, as part of a free
30-day trial to you.* There’s no better time than now to start working toward a more secure financial
future.
Tools, Training and Support to teach anyone to trade
Since 1999, bleepyoutrade has taught over 130,000 people from all walks of life to trade the major markets
using its powerful software. Whether you’re looking toward retirement, saving for your children’s education, or just looking to put extra cash in your pocket, bleepyoutrade can help you further your education by
learning to trade the market of your choice: stocks, options, commodities or currencies. From our roundthe-clock support, to bleepyoutrade TV, our flagship trader’s network, bleepyoutrade has the resources you
need to learn to trade the major markets. Want to learn more about bleepyoutrade? Watch our product
demonstration below, or catch our live broadcast of bleepyoutrade TV.”
WIMPY PRE-FRAME OR STRONG?
To find this copy I just googled “Investment Firms” and went to the second listing that showed up.
The copy above was what starts off the page. Remember how we talked before about whether you get a
“Give” or a “Get” vibe from a page… This copy’s attempt at being my advocate is about as see through as a
silk wet t-shirt. It screams to me they want my money, and they want it now.
Part 2: Two Words That Allow You To Get…
251
I don’t get the feeling I’m having a conversation with someone who’s an authority and only wants to help
me if it’s in my best interest. It’s the faceless bleepyoutrade.com corporation who wants to get me started
on a trial* right away.
I didn’t tell you this yet, but the 45 pages of copy that come after my Pre-Frame above was a detailed checklist for the 17 key things you need to know to succeed in any private equity investment.
Whether the person worked with my client or not, we served them an honest to goodness gift. And within
the gift, if I do say so myself, I did a wonderful job of selling the idea of investing not only in private equity
but investing their money with my client.
This method served to show my client was A) selfless in their approach to the prospect and B) Well versed
in the subject.
Both of those together pave the way for trust. The content I unloaded on the client in another way was
multiplying the strength of my Pre-Frame.
Use these templates and customize your own Pre-Frame for your cold prospects and tell me how it’s made a
difference in your conversion rates.
I’ve spent 4+ hours writing this for you and I have to leave now so please feel free to ask me any questions
you have about Pre-Framing in the comments below or by emailing me at [email protected].
Talk to you soon,
Note Taking Nerd #2
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CHA PTE R 7 0
A Couple of Lessons Learned From An Aging Bad Ass Italian
Mobster and Young Punk Boxer About Pre-Framing
A
little addition to the Kick Ass article my Trusty Numba 2 wrote the other day bout Getting Whatever
You Want - No Mask or Gun Needed.
For those of you that may not of read the article. Stop right now and get your butt on over there and read it.
In summary, Numba 2 made compelling argument that what you do to Pre-Frame yourself before you do
anything is much more important then what you do after.
Today I’m going to give you a couple of compelling examples of this.
Compelling Pre-Frame #1 - Knowing Who You Are
How An Obese, Balding, Man, Near Fifty Years Old Can Make A Young, Athletic Mean Son Of A Bitch
Cower In Fear!
Throughout History the Mob has been chock full of men that the “Infamous” Tony Soprano portrays on
the HBO hit SERIES Soprano’s.
For those of you that may of missed this show.
Tony Soprano is the Mob Boss of a powerful Mob Family from the East Coast.
Tony symbolized an average Mob Boss that we’ve come to know.
He was maybe 6 foot, 280 pounds, and not much muscle on his body.
A body built by countless “Family Dinners” at the local Italian Restaurant and good home cooking.
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Yet, here was a man that when he entered a room .. men twice his size in stature and muscle would do
anything asked of them and not even think about doing anything stupid.
Why?
Because in his world everyone knew who he was and what he stood for.
They knew that if they disrespected a man like this that getting “Whacked” was just around the corner.
But most importantly to you and I is the very fact that Tony knew who he was and every ounce of his 280
pound physiology (body language) screamed this to anyone who was watching.
Why is this important.
Simple Fact.
Most people have no idea who they are.
They are one guy in front of a particular group of friends, and someone else in front of another.
One guy to their Wife, and another in front of their co-workers.
They have no certainty as to who they are. No conviction. Therefore they have no power.
You see… In the end, The person with the most Certainty always wins.
This is true in anything in life.
Tony was Certain that he ruled his Fucking World. That no one could screw with him.
So right now begin to ask yourself. Do you know “Who You Are”?
Are you certain in your beliefs, values, and goals.
Because if you’re not, you will be constantly pushed off track by guys like Tony Soprano.
Guys that know who they are, what they stand for, and what they will and will not stand for. Guys that
know their place in the world.
If you want to have any type of influence on your customers, family, and friends then I suggest you get real
clear about who it is that you are and where you are going.
Remember that Pre - Framing is rooted in one word….CERTAINTY
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**If You Would Like To Learn A Complete System, Created By One Of The Most Powerful and Successful
Internet Marketing Companies On Earth, That Will Pre-Frame You As The Logical Choice To Do Business
With And Buy From Over And Over Again Then You Have Less Then 24 Hours To Purchase the Formula
Five System Report! HURRY UP.**
Compelling Pre-Frame #2 - Environment
That brings me to another very important aspect of Pre -Framing.
Environment.
Many of us are Certain of ourselves within our own little worlds.
Around Our family, friends, associates, and clients. Yet become the proverbial “Deer in Headlights” when
taken out of our environment.
This is because we are not constantly working on ourselves. Etching our Values, Beliefs, and Goals into our
very being like Stone.
Our current environment is set up to support “who we are”. We may have purposely done this through
earlier work but have grown lazy as our environment allows us to.
This Reminds me of my younger years as a boxer.
I was a Six Time State Champion Silver and Golden Glove Champion by the time I traveled to the National
Golden Glove Championships in Portland, Oregon.
In my town and my State I was known as a Bad Ass, Bully, and Champion.
If you saw me walking down the street you instantly knew this 13 year old kid had some confidence.
At 5”5 112 pounds….I wasn’t afraid to whoop the ass of a 30 year old if i wanted to and did so on a number
of occasions.
Boxing was at the center of my very being. It was “Who” I was.
In my State and My Town I was a champion and I knew it.
Then one spring we left our little town in Idaho and began our trip up to Portland.
I remember, as we got closer, I began to feel more and more anxious about what was awaiting me.
Did special Hybrid Boxers exist outside of Idaho?
Was I about to get the shit kicked out of me?
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Oh my gosh… what was awaiting me?
So what had happened?
See…back in my town.. .my State… I “knew” I was the best. I had the evidence to prove it.
My Pre-Frame was already set for me and Like Mike Tyson my confidence and reputation scared many of
my opponents before I threw my first punch.
So here I was doubting myself before we arrived in the arena.
Then something happened that set the stage for the rest of my First National Golden Gloves Tournament.
We walked through the doors of the Auditorium we were boxing in and ….
There standing in front of me was….
A group of Black Boxers.
Yep, as naive and retarded as this may sound now .. Remember I was from Idaho in the late 70’s and early
80’s.
I had never seen, nor boxed a black man.
Sure I’d seen them on television. But never in a boxing match with myself.
I immediately began to ask my teammates what to expect.
They told me that black boxers were naturally lightning quick.
That they were stronger then me and that I should hope that I don’t draw a match with one of them.
As I began to wrap my hands and prepare for a warm up before we went to bed for the night the worst
possible thing happened.
My coach came up to me and pointed at one of the young black men standing to the far left.
He said “Nerd” … that’s who you will be fighting tomorrow.
Holy Shit!
I was frightened.
All night I tossed and turned.
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I had visions of lighting fast hands, getting beat to a pulp.
Visions of my teammates laughing at me.
Visions of defeat.
The next day I wish I could’ve seen myself walking to the ring.
Walking as if I were a man walking to the Gas Chamber.
Just as I’d envisioned the night before I got my Ass handed to me.
I was no longer the State Champion. I was no longer the Bad Ass from my home town.
I’d been taken out of my environment and convinced myself that I didn’t belong.
That these Black Athletes were superior then me.
So what was the difference between that day in Portland, Oregon and the previous Six Years in my home
town and state.
The Pre-Frame I had set for myself.
When I first started boxing and for my first few years I constantly envisioned myself as Rocky and the many
great champions I Idolized.
Over time I got proof that those visions were true.
I got Mentally Lazy and stopped the daily visualization.
Not because I “knew” what I was or wasn’t doing, but because my environment allowed me too.
I got comfortable.
When I traveled outside my environment my “little world” came crashing down around me.
The Lesson?
You should constantly be educating yourself and visualizing Greater things and a better future for yourself.
So that when opportunity on the Bigger Stage comes knocking, you will be ready.
In Success,
MyNoteTakingNerd
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P.S. If you haven’t already done so get your butt over and read Numba 2’s Amazing article on Pre-Framing
Here.
P.s.s. Watch out in the next few days as I share something incredibly powerful with you that I learned from
Tony Soprano and other Mob Bosses that will help you to influence anyone you come into contact with.
**If You Would Like To Learn A Complete System, Created By One Of The Most Powerful and Successful
Internet Marketing Companies On Earth, That Will Pre-Frame You As The Logical Choice To Do Business
With And Buy From Over And Over Again, Then You Have Less Then 24 Hours To Purchase the Formula
Five System Report! HURRY UP. **
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CHA PTE R 7 1
Are You In Control Of Your Demons?
H
ey Nerd Fans…
Need to get something off my chest.
Really just writing a little note to myself here but thought you might enjoy listening in.
Anybody here a Rescue Me fan?
If not .. you should be. Excellent show on character development.
The shows about a group of Firemen in New York and their everyday lives.
This morning I was reading an email from one of my favorite marketing guru’s Craig Garber.
He touched on the subject of how he deals with his demons.
Not only did it hit home with me but I read it at the exact time I needed it.
Back to Rescue me.
One of the story lines in the show is that of Tommy and his struggles with alcohol.
I relate to Tommy because I’ve dealt with my own Demons just like him.
No I’m not an alcoholic .. as a matter of fact I choose not to drink.
Addiction is an evil fucking thing.
It hides out in the tiniest of cracks of your mind.
Are You In Control Of Your Demons?
259
Lurking like a vulture.
Just waiting for the exact moment of weakness to swoop in and devour you.
Addiction has a lot to do with stress and how you deal with it.
On Rescue me when Tommy’s down and out, he goes to a meeting to get back on track.
Or he gives into the silent call of his favorite Whiskey and relieves stress by drinking.
Reminds me of the recent death of DJ AM.
A bright kid with an incredible future ahead of him.
He was the House DJ for the Palms Casino in Vegas.
He was known worldwide as one of the greatest DJ’s alive.
He was just a kid.
However there seemed to be two things that led to his death.
He had recently been filming a reality TV show that had him helping other addicts get sober.
In one of his last interviews he talked about grabbing a crack pipe (his drug of choice) from one of the show
participants.
He recalled how his entire body began to sweat just from having the Pipe in his hands.
Said he’d been sober for 11 1/2 years yet that one moment brought him right back to where he’d been so
many years ago.
He had to put the pipe down and gather himself.
(**Side lesson: a very wise man I’ve known for many years, with about 20 years sobriety, told me this; “If
you hang out in the barber shop long enough you’re going to eventually get a hair cut”….LESSON? pay
attention to your environment and control it as much as you can as to not enable the worst of you)
Just a few short weeks later they found him dead in his apartment with a crack pipe near his body.
There’s something else that has surfaced as well.
They found numerous love letters and pictures, from his girlfriend, around him as well.
Rumors are abound that he’d been having troubles with his relationship and was heart broken.
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You’re probably wondering why I’m telling you about an alcoholic and drug addict.
Asking yourself: “What the F… Nerd? .. I don’t have an addiction or drug problem”
That’s the point.
We all have demons. No matter how small they may be.
The question is how do you deal with them?
Elvis Presley, Michael Jackson, James Belushi, Chris Farley, DJ AM…Etc…Etc…
They didn’t have a mechanism in place to deal with the stresses of life.
They all have left Warning Signs for us as to the dangers of not facing and controlling our demons.
So what is it that I do or suggest you do?
For me one of the great things I do is exactly what your reading.
I write.
I find it therapeutic and relaxing. It grounds me and gets me back to ground zero.
I like to take walks or workout.
You can workout, run, read a fiction novel, spend time with family, be with your children, ….
There is no “one” answer here.
Just find the things in your life that get you out of yourself and put you back into a better state of mind.
I want to point something out.
This Blog is and will be about sharing information from Today’s hottest Marketing and Business Guru’s.
But I have a secret to share with you that many of the Guru’s don’t want to talk about.
I can give you every single marketing program on earth but if your not prepared mentally to do something
with the information then it’s rendered useless.
Which sadly is the case for the majority of people who keep buying the next “Great” program.
Learning to control our demons may be one of the biggest challenges of all.
Are You In Control Of Your Demons?
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That’s why as we grow here, together, in our little Nerd World we’ve created.
I’ll be spending a lot of time working on the Inner Game of business.
The stuff nobody wants to talk about because it’s a Tough Sell.
I don’t give shit. I care and want to help.
Even if that means a few less sales or dollars in the bank.
So I ask you this question?
What are your demons?
Do you eat to much when your stressed?
Do you dress up as Pippy Longstocking and prance around your house? (hey I’ve heard of weirder things)
Do you drink a “few” drinks every night and fool yourself into believing it’s just a reward for a hard days
work?
Do you verbally abuse those around you?
Do you just go lay down and hide from the world?
What is it?
Right now get real fucking honest with yourself.
Because this could be the answer that turns your business and life around.
No matter how big or small your demons may be (we all have them).
Now ask yourself the most important question.
What can I do in these moments to get myself focused and back on track?
Make a list of all those things and begin to do them when you find yourself falling victim to that Slimeball
Vulture Demon when he raises his head and streaks toward you during your moments of weakness.
Next time grab that little fucker by his stringy little neck, toss him aside, and go on your merrily way as you
exercise or enjoy the company of your amazing wife or significant other.
Hey guys ..
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Do me a favor and share a comment or two below about some of your struggles and how you work through
them.
The Chief Nerd….
P.S. By the way … I’m starting my Nerd Ultra Product Launch Mentoring Program next week and one of
the core parts of the program is going to be working my ass off to help you execute. I’ll be giving you everything I have learned to take action on all the strategies and tactics I’ll be teaching you. I’ll be giving you the
gift of my experience (the real shit… not the rosy “end story” crap a lot of the other so called guru’s out
there shove up your bung hole). So if you’d like to join me on a 7 Week Journey, where i’ll be giving you the
very best of what I’ve learned on how to launch a product, develop a deep relationship with your customers,
and most importantly figure out how to “DO” something then CLICK HERE NOW …. OH .. I’m literally
giving this program away and I’ve also offered a Screw This Recession Payment Plan that makes it affordable to even the poorest aspiring millionaires among us.
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CHA PTE R 7 2
The Nerd Beginners Kick Ass Guide To Becoming Like Oprah On
Twitter Part 1
T
witter seems to have come out of nowhere to become one of the world’s most popular online social
services behind Facebook and MySpace. Twitter now has millions of users, and even Oprah got on it,
putting it in the minds of millions more yet (and irking thousands of existing users in the process). Celebrities and CNN are all about Twitter now, it seems. But most of the people on twitter are your peers and your
clients and customers.
Simply put, if you’re not using Twitter, you’re missing the party. Not just a party but “the” party. The
party that keeps going 24 hours per day, 7 days per week, and I don’t think it’s going to die down very quick.
Twitter should be seen as the single biggest opportunity you have outside your blog.
Twitter Terminology
One of the fun aspects of Twitter is its jargon. If you’re going to use it successfully, you need to know the
lingo. People love to take the words twitter, twit, tweet and combine them with other words to make up fun
new words, like tweeple.
Autofollow - Automatically following other users who follow you. This is a setting in Twitter, but tools
which integrate with Twitter may also automatically follow other users–a practice which has met with much
scorn, because of its use by spammers and over-zealous marketers who don’t understand the value of relationship-building.
Block – If you don’t want to ever see anything another Twitter user says, you can block them. This is commonly done when people are spamming or offending you on Twitter.
Direct Message/DM -Â Private messages sent to other Twitter users who are following you, and whom
you follow. Mutual following is what makes DMs possible.
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Follow/Followers/Following – When you want to read what another Twitter user posts, you follow that
user. Your followers are all the people who are interested in what you have to say and in interacting with
you on Twitter. When you are logged into the service, you can follow others with the click on a button.
Hashtags – Hashtags are a keyword prefaced with a “#” sign. If I tweeted about SEO, for example, I might
put #seo in the tweet. There are services online which scan for these and people can also search on them
and see all the tweets that contain a particular hashtag (the # is also called a hash sign).
OH - An abbreviation for “overheard” followed by something funny or entertaining which the tweeter
overheard someone say. This is what happens when people are out and about tweeting with mobile devices–
life all around us can be quite entertaining at times.
Reply - A tweet that is a public message to another Twitter user. These tweets begin with @username.
Retweet/RT – Copying another Twitter user’s tweet and adding the letters RT plus their Twitter username.
This allows you to spread great tweets by others and credit them.
Tweeple/Tweeps – Tweeple is a combination of twitter and people, meaning twitter followers. Tweeps is a
similar combination of twitter and peeps (already slang for people).
Tweet/Tweeting – What you call a post on Twitter. Tweeting is what you’re doing when you’re writing
posts on Twitter.
Twittering/Twitting – Another way to say you’re creating posts on Twitter (it means the same as tweeting).
Twoosh – A tweet that uses exactly 140 characters.
URL Shortener – A URL is a web page address. Because of the character limit in Twitter, long URLs would
destroy any chance of sending a link to your followers along with a message. A URL shortener service redirects your long URL to a much shorter one that goes to the exact same address, saving space. Twitter does
this automatically with URLs that you type or paste into the message window, provided that even with the
URL, the message is still less than 140 characters.
Tune in Tomorrow as I show you how to set up your twitter account for maximum effectiveness.
**Join Me Next Thursday, September 10th as I share all the secrets I’ve learned to turn yourself into a
Social Media Powerhouse. CLICK HERE FOR DETAILS!**
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CHA PTE R 7 3
“Why Can’t You Just Be Normal?”
H
ey you,
It’s #2 fresh out of the dense jungle that is Formula 5 by Stompernet/Paul Lemberg.
Just finished plowing through 52 of the 70 videos in that program and all’s I can say is “God dammmmn, it
nice to be done.”
Instead of planning things out and going about taking the notes incrementally like a “normal” person, I
made it a last second marathon sprint to the deadline.
I hope you were one of the people who got a copy of this “Info/strategy/tactic Intense” guide on the cheap
because after all that typing, re-typing, editing, designing 67 pages (3 of the 5 modules I worked on) of these
notes… I was kinda pissed off that I’d agreed to let them go for so little.
Never again.
Yeah, I got paid to learn, but at the price the pre-order people got these for, I was compensated at the level
public education teacher and this is no sub-standard text book bullshit. This is more liken to the super
common sense, not often thought about knowledge, Bill Gates has in his Leonardo DaVinci personal note
collection that he paid millions for.
Yeah, I said it. I compared these notes with the super intellect of DaVinci. And I stand behind it.
If you can’t improve the 5 key segments of your business by 15% across each area with these notes, you
have serious brain damage or you don’t want to succeed bad enough.
****If you want to get a super dee duper discount on this work of marketing/business optimizing guide,
you’ve got less than 48 hours before that A-hole Cheif Nerd jacks the price up by another $50 bucks. Don’t
snooze on this… click here to instantly claim your own copy of this steeply discounted gift now****
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Enough about that.
While typing these notes I kept thinking about you. Thinking of how I been neglecting our relationship.
And it bugged the hell out of me.
So, I want to share with you a taste of the wisdom directly from the Formula 5 Guide, I’ve been chewing on
for the last few days.
Have you ever felt like you were an outcast or a weirdo because you don’t like getting up at the crack of
dawn and going to sleep at dusk?
I have.
Especially after listening to all the success audios that I have that say “People who succeed, are early to
rise”. Fuck that.
I’m one of those guys who loves sleeping yet hates the idea of going to bed. You know what I’m talking
about? I dread waking up if it isn’t naturally and I’m rarely ever ready to call it a night.
And since I broke free from the “Normal, 9-5, Robotronic ” way society wants me to be, I’ve been a lot more
productive and fulfilled. Providing value in a way I actually enjoy.
While hanging out with Paul Lemberg in his Formula 5 Magnum Opus, he told me that I’m not “Broken”
because I like to stay up late. I’m just different. And then he told me about the research on Chronotypes
prove this.
What the hell is a Chronotype? Let me show you through the notes from this section of the Formula 5
Guide…
Chronotypes
Recognition is the first step to the road to recovery.
Everyone has natural chronotypes; energy alignment with the daily cycle of day and night
Based on what yours is, you perform better at that certain time of the day.
“Derrrrrrrr! No duh, retard.” I can sense you might be thinking that after reading that last sentence, but
stay with me. Paul’s gonna back this up with scientific research.
Scientists who study this call people who work better during the day larks and people who work better at
night owls.
“Why Can’t You Just Be Normal?”
267
The dregs of society have trained you to think you’re nuts if you’re most productive 3 in the morning.
You’re not. You’re just different
We all have cycles throughout the day which makes working a straight 8 hours impossible. Paul actually
talked earlier about a study that revealed that the majority of entrepreneurs only get 2 ½ hours of actual
productive time out of the ten plus hours they spend “Working”.
A big contribution to this is fighting your natural chronotype. Once you know what type you are you, can
totally create your productivity around it.
Here’s how to determine the type you are…
Grab a pen and paper and write down the number that best fits you.
If you were entirely free to plan your evening and had no commitments the next
day, when would you choose to go to bed?
8PM to 9PM (5)
9PM to 10:15 PM (4)
10:15 PM to 12:30 AM (3)
12:30 AM to 1:45 AM (2)
1:45 AM to 3 AM (1)
You have to do two hours of physically hard work. If you could plan your day anyway you like, when
would you do the work?
8 AM to 10 AM (4)
11 AM to 1 PM(3)
3 PM to 5 PM (2)
7 PM to 9 PM (1)
For some reason you have gone to bed several hours later than normal, but have
no need to get up at a particular time the next morning. Which of the following is
most likely?
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Will wake up at the usual time and not fall asleep again (4)
Will wake up at the usual time and doze thereafter (3)
Will wake up at the usual time but will fall asleep again (2)
Will not wake up until later than usual (1)
You have to take a 2 hour test which you know will be mentally exhausting. If you can take the test
whenever you like, when would that be?
8 AM to 10 AM (4)
11 AM to 1 PM (3)
3 PM to 5 PM (2)
7 PM to 9 PM (1)
If you had no commitments the next day of any kind, what time would you get up?
5 AM to 6:30 AM (5)
6:30 AM to 7:45 Am (4)
7:45 AM to 9:45 AM (3)
9:45 AM to 11 AM (2)
11 AM to 1 PM (1)
A friend has asked you to join her in the gym but the only time she can make it is
between 10pm - 11pm. Bearing nothing else in mind other than how you normally
feel at that time, how well do you think you will do in the gym?
Very well (1)
Reasonably well (2)
Poorly (3)
Very Poorly (4)
“Why Can’t You Just Be Normal?”
You’ve heard about ‘morning’ and ‘night’ types of people. Which of these types
do you consider yourself to be?
Definitely morning (5)
More Morning than evening (4)
More Evening than morning (2)
Definitely evening (0)
Lark - Owl Scale
Major Lark 32 - 28
Moderate Lark 27 - 23
Neither Lark nor Owl - 22 -16
Moderately Owl - 15 - 11
Major Owl - 10 – 6
What type are you? My test revealed I’m in the “Moderately Owl” stage.
What you can do to get the most of what Chronotype you fall into?
Larks:
•
•
•
•
•
•
•
•
•
•
•
•
•
Start work early in the day
Schedule most important work and meetings before noon
6-8 hours after you wake up plan on some kind of 20-45 minute mid-afternoon nap or
meditation.
Use End of the day for B (moderately valuable) & C (support stuff) work
Forget about caffeine later in the day, it will totally thrash your sleep.
Owls:
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•
•
•
•
•
•
•
•
•
•
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Start work day in the late morning or later
If forced to, do B (moderately valuable) and C (support stuff) work early
Schedule important meetings later in the day
Find Larks to cover you in the morning
If you have to start early a late afternoon snooze can re-charge you
Because you don’t want to seem abnormal, maybe you’ve defied your true nature of being a moderate or full
blown owl. Screw that. Own what you are and at least test the suggestions above and see what kind of
results you get.
Whatever you are, use the above guidelines to work around your chronotype to ensure maximum productivity.
How to Use an Energy Map to Find Out How to Best Plan Your Productivity
On a Excel spread sheet run the 24 hours of the day down the side of the page in half hour blocks (4:30,
5:00, 6:00).
Across the top, make tables for Monday through Sunday and below those two
boxes - one for Energy and one for Accomplish
After each 1/2 hour you log and note your energy level and creativity and/or your accomplishment.
During the past 1/2 hour evaluate whether your energy and and your creativity/accomplishment on a level
of 1-3.
High is 3, Medium is 2, low is 1
Did you get a lot done? -3 a lot, 2 is so,so, -1 not very much
Were you very creative?
Very creative (3) So, so (2) Not very creative (1)
Log these stats for the time you’re working for a minimum of 5 days, optimally
3 weeks and it’s gonna shine a flood light on when you’re at your best and when you drag ass.
“Why Can’t You Just Be Normal?”
271
Look at the peak times and start scheduling all your prime time, most valuable activities during those times.
Make your schedule revolve around what you’ve discover here. When you find where you crash, don’t
ever try to warrior through that time unless it’s an absolute emergency.
Stop working and just dis-connect.
Take a nap, eat a light snack, exercise, meditate, Break away. Try re-charging by
doing 500 jumps on a mini trampoline like Paul does.
The philosophy of Chronotypes as a scientific studied art was new to me and it jives with my common
sense. It also can be magnificently adapted well to the Eben Pagan “Wake Up Productive” methodology. If
you don’t own the guide on this program that the chief nerd put together, get it. Or just go buy the full
system from Eben. It’s outstanding.
In that program Eben tells you about the research discovered that reveals we have a rhythm within our
body that makes our energy spike and plunge throughout the day.
Eben promotes what he calls 50-50-30’s. These are blocks of time in which we would work, snack and rest.
The basic premise is that we work, uninterrupted on one single project through it’s completion or until we
reach 50 minutes.
Then we’d take a 10 minute break to completely break our focus from work and zone out.
When 10 minutes is up we repeat another 50 minute stretch as above. Then when the timer goes off, we
take a 30 minute break to eat something light and healthy and then we can use this next part Paul Lemberg
talks about in Formula 5…
Don’t underestimate the power of a nap
NASA has found that “An afternoon nap increases productivity and decision making ability by up to 50%”
This was research done with astronauts. And the research demonstrated that naps usually serve this purpose best if taken 6 - 9 hours after you’ve risen and that 20 - 45 minutes has proven to be refreshing. Of
course you want to experiment with how long of a snooze leaves you vital.
Team your Chronotype discovery along with the hours of productivity notes included in Module 5 of Formula 5, along with the “Wake Up Productive 50-50-30” and I don’t dare get in your way. You big ole’
results producing machine.
I’m outta here. Have a blast this weekend.
Talk to you again soon
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Note Taking Nerd #2
P.S. I’d be interested to know what your results were in the Lark – Owl test. Feel free to post ‘em below.
P.P.S. ****If you want to get a super dee duper discount on this work of marketing/business optimizing art,
you’ve got less than 48 hours before that A-hole Cheif Nerd jacks the price up by another $50 bucks. Don’t
snooze. What I’ve given you here is just a snapshot of the 70+ hours of content distilled for easy viewing
and implementing, waiting for you to instantly download once you click here to claim your copy of this
steeply discounted gift now****
CHA PTE R 7 4
The Death Of Brands and The MBA….THE RISE OF MAFIA WARS..
S
unday Afternoon here in Sunny Phoenix, Az.
What a great f’n Day.
Just watched a video that inspired me to write to you guys.
I’ll include the Video down below so make sure you watch it.
You’re gonna have to if you want to know what you have in common with the guys who Make Porn Balloons. You know just like Balloon Animals only…. with a Porn theme …LOL
Anyway there’s a new Buzz word out there that I think may be the most important NEW marketing term in
decades.
I believe it’s where we are going in our lives and business.
It’s the concept of Tribes.
Yep… We’ve reverted back to the cave man days.
If you don’t believe me and you haven’t already then take a look at what’s going on over at Facebook and
Twitter.
Anybody here been watching this dang thing called Mafia Wars?
I seriously think I’ve gotten too old and outdated cuz I just don’t get it.
Millions of people living in this virtual world pretending to be Gambino Crime Families.
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Trading stuff, building Empires, along with the occasionally “Doing” somebody. They’ve gotta take out on
their good friend. (Forgetta Bout It… The rat bastard deserved it!)
Seriously, I’ve got multiple friends that spend countless hours on this damn virtual video game…all the
while making new friends from around the nation and world.
Heck..one of my close friends just traveled halfway across the continent just to go say “hi” to one of his
Mafia War Friends.
So What is all this bout?
It’s about our innate instinct to want to BELONG.
We all want to be a part of something.
You’ve seen it in our Society throughout history from Radicals like Jim Jones, Notorious Gangs, The Elk’s
Club, and Yes …Churches.
WE ALL WANT TO BE SPECIAL. WE ALL WANT TO BE HEARD. TO FEEL AS IF OUR EXISTENCE
MEANS SOMETHING.
However…Never have we had access to the technology that make all of this as possible as it is today.
You want to be part of a group that likes one legged midgets, with 8 toes, cross - dresses, and only
watches Anime Cartoons?
No Problem just jump on the net and within 5 minutes you’ll probably find a Tribe to join and prosper in.
We no longer live in a society driven by Big Time MBA’s pushing their brands upon us through mass media
Television and Print Advertisement.
The Tribes now come to us.
We Just Got Through with what may be our Most Important Report Yet.. The MyNoteTakingNerds
Report On The Tribal Marketing Formula…The latest $2,500 program given to you by the Nerds for
Pennies On The Dollar! CLAIM YOUR PRE-ORDER COPY RIGHT NOW @ a 37% DISCOUNT.
They set the rules and we’ve got to give them exactly what “They Want”.
It starts with permission, the understanding that the real asset most organizations can build isn’t a HUGE
brand but is in fact the privilege of delivering anticipated, personal and relevant messages to people
who want to asked you to send them to their home or inbox.
T h e D ea t h O f B r a n d s a n d T h e M B A … . T H E …
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It all comes down to the FACT that all anybody really wants is the ability to connect with people with
whom they perceive are like themselves….NOT companies.
So permission is used to build the tribe.
Permission is where you start. It’s where that one individual raises his or her hand as say’s; “Yes… I want to
hear more about what you have”…and collaborate and learn from other people just like me.
Once you start to build your tribe. YOUR, the Tribal Manager’s, only job is too feed, Grow, and Satisfy the
Tribe.
Instead of seeking out customers for your products, you seek out products for your tribe.
Nerd Fans..I Have An Urgent Notice… You Aren’t In Charge Of Shit Anymore! We Are On The Cusp
Of A Major Change In The Way We Do Business And You Are Either Moving Your Business Into This
New Model Or Silently Waiting To Be Kicked Aside By The Next 16 Year Old Kid, With An Internet
Connection, That UNDERSTANDS THIS NEW WORLD WE LIVE IN.
Her’e the Video I told you I’d include for you to watch. It’s only 18 minutes. Don’t miss it. There’s lesson’s
here way too important to miss.
[youtube=http://www.youtube.com/watch?v=uQGYr9bnktw]
Thanks For Being Part of My Tribe…How May I Serve You?
The Chief Nerd - MyNoteTakingNerd
P.S….We Just Got Through with what may be our Most Important Report Yet.. The MyNoteTakingNerds Report On The Tribal Marketing Formula…The latest $2,500 program given to you by the Nerds
for Pennies On The Dollar! CLAIM YOUR PRE-ORDER COPY RIGHT NOW @ a 37% DISCOUNT.
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CHA PTE R 7 5
Hey, Oprah’s on the phone asking if you want to be on the show.
Whaddya want do you want me to tell her?
H
ey you,
It’s #2 here with a question for you.
If you could meet the perfect influential customer, Joint Venture partner, the “Oprah” of your industry who
would make you famous overnight, right now, would you want to?
I can’t think of business that wouldn’t benefit from saying they were on the “Oprah Show” but if I had to
answer this question today, the answer would be no.
Someone I know went on vacation and one of the things they did was go horseback riding.
It was an interesting experience because they asked him if he’d ever ridden horses or not and his girlfriend
said ‘No, I’ve never ridden a horse’ and he said, ‘Well, I’ve ridden a horse but it was a long time ago.’
And because he was so vague they took it like he was trying to be humble like ‘I used to ride horses but I
haven’t in a long time’ when what he really meant was that he rode a horse once a long time ago.
He has the understanding that horses can read energy so he knows it’s important to get on the smoothly.
He swings and he gets on and the horse bolts over to these bushes and starts eating.
Right away, he said to himself, “You can’t ride this horse.” And he doesn’t know about horses, but he
knows the importance of the first impression and could feel and see this horse didn’t respect him. He knew
that trying to overcome a horrible first impression is a painful battle.
If he’d of stayed on that horse and said ‘NO, I want to master riding a horse that thinks I’m an idiot’ it
would’ve been a disaster leading to embarrassment and maybe an injury. Instead, he knew he should crush
his ego and change horses. Learning to ride horses would be the easier approach.
H ey , O p r a h ’ s o n t h e p h o n e a s k i n g i f y o u …
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When the ranch hands saw what happened, they tell him, ‘Whoah, get off the horse’ and he’s happy to.
Now what happened there? Did he get worse at riding horses? I don’t think he did. I think what happened
is that when he rode the horse a couple of years ago, when they asked him if he’d ever ridden a horse, he
said ‘No.’ And they gave him the easy horse.
And because he was on the easy horse, he formed the idea in his mind that he could ride horses.
Bullshit.
Bullshit. He thought he could ride horses but he could only ride that horse.
Maybe this reveals a little of why I don’t want to meet my dream client today as a result of being on the
Oprah show.
I’m open to opportunities with whoever I meet and I’m capable of giving lots of value. More than 85% of
people can, but I know more is possible. I know there’s some destructive habits I have now that I need
coaching through.
Nothing that’s gonna put me in the slammer or in rehab but destructive habits that left unchecked, can ruin
my peace of mind, my evolution and contribution to the world nonetheless.
One of those habits is avoiding confrontation and tension.
I’ve conditioned myself to be extra cautious at the idea of disappointing people or doing anything that
could possibly lead to embarrassment.
What’s crazy is that I can still remember going to 3rd grade in the ghetto with a bunch of pretty tough kids.
I can see in my mind the comment that Mrs. Cannon made on my report card… ‘M.G. is the life of the
class. He’s our class clown’ and putting a smiley face there to let my parents know she meant the clown part
in a good way.
I was the guy who’d could make the room laugh. Now, it’s hard for me to speak out in public. What’s
happened?
Well, my mom got evicted from our apartment, the power was shut off and so we ended up homeless for a
few months crashing in one of her friends’ place.
My mom needed housing because she had the belief she couldn’t handle working for “The Man” due to her
drug addiction and I guess overall laziness/unwillingness to get her shit in order.
For those of you who’ve never been on housing before, it’s a program where the government helps pay a
part of your rent so that if you have little to no income, you still have a roof over your kids head.
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Well, due to nice & peaceful communities wanting to stay nice & peaceful, 99.9% of the places you can get
on housing, rest on the wrong side of the tracks. By a stroke of luck, my mom ending up finding a “Wrong
side of the tracks” place to live, in a decent middle class neighborhood.
I call it “The Dungeon”. It was an old brick duplex with a rear basement entry. The basement is where we
lived for something like $200 bucks a month. It had 2 bedrooms, one teeny & the other big enough for a
queen bed, a dresser with a dresser with a few drawers that didn’t work and a T.V. stand.
The concrete walls were dressed in wood paneling and the floor draped in a maroon shag with no pad. We
loved it.
What was different for me was being surrounded by white people in this neighborhood and in school. I
adapted because I had the fear of not fitting in and having people like me. I stopped swearing, spitting and
dressing “South Side” style.
Not my brother. He was born a rebel. This is a kid who was one year younger than me and went into 1st
grade having the same teacher that absolutely adored me and yet made this woman’s school day a living
hell.
He infuriated this woman to the level where she gave this little 7 year old straight “U’s” on the part of his
report card that rates not your grades, but your behavior. If you’re one of my friends from across the ocean
a “U” on our report cards is the worst assessment you could get. It stands for “Unsatisfactory.”
Has this kind of Dr. Jekyl, Mr. Hyde dynamic happened in your family?
This would perplex teachers because they all talk to each other and they knew I was a dream kid to have
because I was eager to please but no one wanted to have brother in their class. In each & every grade thereafter he pretty much told any adult besides my mom & dad to go fuck themselves.
And eventually, he ended up telling my dad that too.
He was gonna do what he wanted, when he wanted. I think he lived and lives to this day for adventure, for
the excitement of un-certainty/surprise/the unknown. If his attention were channeled towards creating
value he’d be the poster boy for a Dan Kennedy’s Renegade Millionaire. He’s driven to do the opposite of
what “the establishment” wants him to.
I’d love his energy and maybe one day he can work with me but let’s just say he’s slightly detained for the
time being, if you know what I mean. We’re friends when we see each other but if we didn’t see each other
it wouldn’t matter. I hope to reach him & re-direct his focus in the future.
When we moved to the dungeon I was going into 4th grade. To fit in through out my younger years I made
a few total transformations. Not baby bro. Danny stayed the horse no one was going to ride.
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I hope he does till the day he dies, only in way that gives him more freedom instead of less. And until I get
comfortable asserting myself any and everywhere I feel like I’ll squander opportunities that come before I’m
ready and may very well be repelling money as I speak.
Do you guys see why I would turn Oprah down today? My business is in no shape to capitalize on this
massive opportunity. I’d totally piss away the chance of a lifetime.
It be the same for meeting the woman of my dreams. If I had a choice to meet her today or in the future, I’d
opt for later. I’ve got issues I’m going to overcome that would spoil a great thing now.
But like my friend and his horse riding experience, I can ride the horse I’m on now but not the Oprah one.
So when the guy I was talking about gets a different horse he can control it so he knows he’s gonna have a
good ride now. But his girlfriend gets on her horse and it trots away from where she wants it to go and
starts eating. They’re telling her what to do and she keeps saying she can’t.
He thought to himself “She’s gonna have trouble the whole time riding the horse.” And it was. It was a
constant struggle.
And on the way back, he was making fun of his girlfriend telling her how lame her horse was. And the lead
guide stopped him and said “You can’t talk about the horse”.
He was like “What?”
The guide says, “No, you put someone else on that horse and the horse will do anything. It’s one of the
fastest horses we’ve got. This horse can jump over stuff in one leap. Your horse can’t.”
The truth is, you can’t talk about the horse without talking about the rider. You can’t separate the two.
Horses are like influential people in that with all the power they wield, they gotten great at making split
second evaluations on you right when they very first interact with you.
They have to because so many people want something from them. And those decisions affect all their
future interactions with you. Malcolm Gladwell talks about this in “Blink” quite a bit. If you aren’t quick to
make a person feel good about you, you have a huge problem. You can’t ride that horse. That’s it. It’s that
simple.
I don’t know about horses but I do know that if I get good with ‘em the horse will know right away. The
same is true for evolving as a person and becoming what the world re-known business philosopher Jim
Rohn calls “A Person who’s glass is full”.
When you consistently focus on how to become more valuable and then put yourself in the flow of money
and opportunity that’s when I believe you’ll attract everything you need and more.
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If you turn your glass upside down and nothing can go into it because you already know everything, it’s
gonna be a rough ride.
My expert opinion is that the majority of people don’t think their personal issues are holding their business
hostage. Now, let me ask you again… If you could meet the perfect influential customer, Joint Venture
partner, the “Oprah” of your industry who would make you famous overnight, right now, would you want
to?
Would the pressure of the flood of traffic coming to your business bury your production, shipping, customer service, etc. etc?
You have an opinion on this and I’m eager to hear it. Tell me what you think when you finish reading.
I’ll never be perfect and I know that this journey isn’t about perfection. It’s about progress.
In the back of my mind I know there’s a fuck load more stuff I’m capable of learning and doing which are
going to lead me to experiences that are going to mature and wizen me to a whole new level.
This level of thinking might be holding me back but I don’t think so. What’s holding me back is not facing
my fears. When I stop letting those fears hold me back, I know the floodgates will open.
Now, because you’re here, I know you’re someone who’s looking to grow, expand your influence and bring
massive value to your customers, clients, friends, families universe. I commend you for this.
And the next question you need to ask is…
“What kind of person do I get to transform into in order to fully maximize that opportunity?”
And then, keep coming back here.
Join me and the chief nerd on our mission to become this person. Keep reading the blog and if you’ve got
the money to do so buy the programs we rave about here.
If you already have the programs but haven’t made it through them yet, buy the notes we put together for
the ones you own so at least you’ll have at-a-glance access to all the breakthroughs & potential currently
trapped inside of that box sitting on your shelf.
And if you can’t afford to buy the programs do yourself a favor and give yourself the gift of getting a copy of
the notes we put together for you. They’re opportunity, simplified.
Kinda of like the difference between buying ready-to-eat chicken breasts at a restaurant vs. buying a whole
chicken and going through all the rig-a-marole of de-boning, filleting, preparing and then cooking it.
I prefer ease and simplicity. Maybe you do too.
Hey, Oprah’s on the phone asking if you…
Talk to you again soon,
Note Taking Nerd #2
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CHA PTE R 7 6
How To Stack Trust & Desire Into Every Claim You Make About
What You Sell
H
ey you,
It’s #2.
I’ve got a gift for ya. It’s actually a piece of the un-released bonus I put together for the studs and studettes
in the super fantastic Ultra Product Launch program but first…
Can I ask you a personal question about your business? Go ahead? O.K., here goes…
…Do people roll out the red carpet for almost any request you make of them on your landing/squeeze
pages? Or…
…Do the majority of people get kinda creeped out or bored to death and bail outta your sites?
If the former applies to you, and like a Tellman Knudson, you’re getting a 53% opt in rate, you’re gonna
love what I’ll be revealing today and…
…if you fall into the latter category, you’ll definitely want to give me a bear hug or a smooch after you’ve
read this because I’m gonna show you how to fix this.
The landing pages that are kicking ass like the one I mentioned above are nothing more than a headline
with a just a dribble of copy about what you can expect once you opt-in.
I know after watching the webinar last night where Carlton ripped Tellman’s second page offer (the place
he sends people right after he gets the first name and email) a new A double S hole… that he could use what
I’m dropping in your lap today.
It’s that solid.
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Carlton didn’t want to even talk about the landing page because it’s converting so well but after you and I
get finished talking today and from now on, you’ll be thinking to yourself…
“Most of The Bullet Copy I See Sucks,
Especially on Landing Pages”
Mark this 8 minute conversation we’re having down in your calendar as the day your bullets stopped being
anything less than great.
Maybe not outstanding yet, but for sure great.
And not because I’m so awesome, but because the person I’ve learned this from is. I’ve studied days & days
worth of copywriting programs and I’ve yet to hear this explained the way this man has.
He’s not even a copywriter. But he is one of the greatest salesman alive which is a pre-requisite to being
great at influencing in print or pixel.
And who knows, maybe if you’re like Yann Vernier (Loyal Nerd Fan since day 1) and study the hell out of
copy and fly your ass across the ocean to learn at the hand of a master, our little talk today can take your
game to a whole another level.
By the way, what I’m revealing today about bullets can improve what Carlton teaches and both of us know
his lessons on bullet writing are the gold standard.
With that said, let’s go…
Old School, Yet Timeless
I’ve pulled today’s lesson off of a tape I must’ve listened to no less than 25 times riding back and forth to
work in the Gremlin (Toyota Tercel named after it’s color which through years of snow and sun oxidation
had morphed into a dull baby shit green).
The tape helped me go from being a high school drop out ex-construction laborer to the number one salesperson for a credit card company in just a matter of weeks.
It all began one winter when, once again the Chief Nerd stirred up an idea that would change my life.
You see for going on 6 years I been a laborer/apprentice carpenter for a commercial construction company
in Salt Lake City, Utah. We built banks, grocery stores (lots of them), baseball stadiums, everything but
houses.
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You had to be tough, gifted at working with tools or just stupid to be a lifer in this trade in that climate. In
Salt Lake, it’s blazing hot in the summer and in the winter it’s freezing (“Greatest Snow on Earth” is on
every license plate there).
Around the six year mark of my toughing it out doing this “Man Work” I’d become homeless. The Chief
Nerd took me in and for all of those years I’d been taking the bus in the snow & heat everyday to work.
Not too long after I’d moved in, Chief sold me the Gremlin which had been left idle in his back yard for
something like 3-4 years.
The Profession Everyone Uses Daily & Hardly Ever Masters
It was after I got the car running that he brought up the idea of me changing jobs & looking for a field
where I could learn how to sell.
In his infinite wisdom he knew this was a skill no person should be without.
With absolutely zero office working or sales experience I applied to be a salesperson for Capital One Credit
Card. I was actually supposed to be a stealth salesman operating under the guise of a customer service
person.
As you can probably remember happening in the not too distant past, I would answer any kind of questions
people had about their accounts when they called in and was charged with responsibility of segueing into a
pitch for a couple of services they offered.
Let’s just say that their sales training blew.
When the Chief Nerd put a tape from one of Jay Abraham’s Mastermind Marketing Seminar, the telemarketing session conducted by a business named MIT (Maximum Impact Telemarketing), I was floored.
At first, I thought, ‘Why the hell don’t my trainers know any of this stuff?’ and then I felt like the one eyed
guy in a kingdom of blind people.
This along with Tony Robbin’s 1987 version “Power to Influence” sales program helped me go from broke
ass construction worker who’s only sales experience was as a 9 year old, telemarketing with my dad to earn
just enough money to buy an M.C. Hammer concert ticket (story I’ll tell you another time) to the #1 salesperson on the entire floor off 95 salespeople.
My little Gremlin had a stock tape deck in it that worked surprisingly well. And while the Chief Nerd
would’ve freaked if I’d walked out of the house with his precious $200 Abraham tape, “Power to Influence”
was laying dormant in the cars glove box.
So, I jammed the hell out of it. And this is what I learned to do…
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Stack Trust, Believability, & Desire Into Your Bullets
What I’m sharing with you today is not about telemarketing but about the power to, as Frank Kern
would say “Stack the Cool” anytime you state a benefit about what it is you sell.
These are adapted and updated notes of Tony presentation on how he did this. Enjoy.
The only purpose of a presentation is to convince someone that we can meet their needs.
Until you know who your market is, until you know who your prospect is, until you have their interest and
until they trust you, there’s no need to make a presentation.
When you create conviction, you give the person enough reasons to justify buying.
One way people use to try to create conviction is to give benefits. Most salespeople like to share a lot of
facts. “The fact is our product is the #1 product in the whole U.S.”
Prospects don’t buy facts. They buy benefits.
The first thing you want to work on to help yourself create more conviction is your congruency. Meaning
that your voice, your body, and your mind are all basically saying the same thing.
What you’re saying on the outside is matching what you’re saying on the inside.
How do get congruency? You gotta condition yourself to have absolute conviction about your product.
You must absolutely feel in you gut that you are being a giver and not a taker.
You gotta walk in and feel and believe in your core that what you are offering is worth ten times what
you asking back.
Selling is the transference of emotion. People buy using emotion not logic. People have to feel certain that
what they are doing is going to give them what they want.
You can’t give to someone that which you do not have.
You can not influence someone unless you’ve been influenced.
“I Don’t Sell Face To Face”
I know.
If this is you, you might be interested to know that John Carlton (world famous salesman in print & pixel)
talks about stalking the computer. He will not key stroke a word of copy until he’s gotten himself all lathered up about what he’s gonna write about.
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And it’s no wonder that whatever you read of his whether it’s an email, his blog posts or his website copy…
it’s ALIVE and kicking like a 3 year old.
Website owners or salespeople lose their power because when they start they go out with all kinds of conviction and make all these sales but then they have some problems with their personal life, or they learn that
they product isn’t perfect and these factors start chipping away at their belief in their product or service.
Or, they just talk about it so much that they get bored.
The law of familiarity. If you’re around anything enough you begin to take it for granted. Happens in
almost anything in our life. Same thing happens with your product.
Tony works everyday on creating conviction about the value of what he’s doing, otherwise it would just be
words that go into your head and then out again.
Jim Rohn Unleashed The Power Within Tony Robbins
If you’ve heard Tony Robbins “Power to Influence” program, you know that Tony earned his keep as a
salesman from very early on in his life.
And once the illustrious Jim Rohn, America’s foremost business philosopher, got a hold of him and
instilled his philosophy into Tony, it was as Jim would put it, putting good seed to good soil.
Going back to the early 80’s Jim sold books and audios and was also hosting seminars.
Well, Jim made his fortune in Multi-Level Marketing so he naturally thought who better to sell your
product & promote your seminars than the flock.
Tony being Tony at the hands of a master took some of his previous sales experience and fused it with the
momentum he was building by actually using all the personal development stuff he was studying and…
Shazzam!!!
Tony stepped on the scene as a teen with no money, minestrone soup acne, a two-piece leisure suit he got at
the salvation army and a couple of fake gold chains and face to face… sold every single person Jim Rohn
put him in front of for some period of time I can’t remember.
He ran out of leads and asked the other salespeople to give him theirs and he’d let them keep the commission. Of course, they see he’s on fire and accept his irresistible offer.
They started the funnel with tapes and were putting people into an evening seminar and then from there
they’d pitch them on about $1,200 worth of programs.
Tony’s problem was that he hadn’t even been to some of these programs.
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The Power Of the Conversation Going On In Your Head
To make up for all of his shortcomings, on the way to the appointment Tony’d drive himself into a frenzy
of conviction doing incantations, pounding the shit out of his steering wheel yelling…
“I now command my subconscious mind to direct me in helping this person to better their life by giving
me the strength, the emotion, the persuasion, the humor, the brevity, whatever it takes to show this
person and get this person to invest in this product, today.”
He would say this over and over for 30 minutes screaming it at the top of his lungs while he was driving his
little VW bug on the freeway. By the time he got to the appointment it was like the guy didn’t have a
chance.
This process generated more conviction in his little finger than the other guy had in his whole body.
If you’ve been to a Unleash the Power Weekend or any other of Tony’s seminars, you remember these feelings. I hope you’ve carried this process into your everyday life so you keep on receiving the gift of experiencing these super human emotions.
If you don’t know about incantations, and it sounds like something you’d like to know more about, go get
Tony’s “Power to Shape Your Destiny” program from Nightingale Connant.
In it, he does a whole session on incantations and tells the crowd flat out that if they aren’t using them,
they’re not doing what he teaches and they can’t say “This Tony Robbins stuff doesn’t work.”
To this day he does a slight variation of the one he used as a kid selling Jim Rohn tapes every time before he
goes on stage.
Witness The Presentation Of A Master
When two people meet & they discuss anything, the person who is most congruent and has the largest
amount of conviction about what they’re saying will end up influencing the other person in the long
term.
BEWARE: This principle can be used for good or for evil. There’s a line from the movie “Scarface” that
makes me think of this.
At one point in the movie someone’s confronting Tony Montana (Al Pacino’s legendary character in the
movie). Tony, being a no bullshit kinda guy, tells him “Jou callin’ me a liar?” And I can’t remember what
happens after, only the immortal punch line that follows…
“I Always Tell Da Trut. Even When I Lie.”
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Robert Ringer talks about this kind of person in “Winning Through Intimidation” or what some people
know as the wussified, re-titled version “To Be or Not To Be Intimidated. That Is the Question”.
In the book he tells the stories of his getting bludgeoned because he wasn’t able to read people who had this
level of certainty in EVERYTHING they said.
Business people kept screwing him over because his good natured personality couldn’t comprehend
someone being able to tell the “Bill Clinton, hell every politician, Big Lie” with a straight face.
I just might be the worst liar on the face of the planet.
I can’t do get away with shit. I cringe at the thought of having to remember a story and put on an act to
make it stick and it shows. So, I avoid it all costs.
Some people must lie
It can be about stupid, insignificant stuff and they’d still lie. Those are people I’m afraid of catching that
new kind of AIDS from.
What kind is that you ask? Hearing AIDS. You get it from listening to assholes who run their mouth trying
to prove themselves and get approval from others every second of their life.
Be on the lookout for people like this. Trust your intuition when it starts churning in your gut, your
back gets stiff or the hair raises on the back of your neck.
Your conviction is the single most powerful thing you can convey to another person. They need to feel certain that if they invest in your product they are gonna get what they want.
This technology can be used for good and evil.
But if you use it to screw people, I hope you roast in hell. I trust you won’t but I just wanted to scare away
the one random person reading this who might not be on the same page as you and I.
People need conviction to buy for their reasons, not yours
Ideally, people should relate that buying/opting inmeans a lot more pleasure than pain and that notbuying/
opting inwill lead to pain and little or no pleasure.
Most people don’t wanna feel like they’re buying/opting in for emotional or sentimental reasons cause
that’s not being intelligent for a lot of people. Instead they wanna believe they’re doing it for logical reasons.
Here’s how to build what Tony calls a Unit of Conviction.
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Big fat claim: State a fact or a feature. You immediately tell these people that you’re gonna be able to give
them something they want.
Example computer system:
“Our computer system can save your accounting department over 30% efficiency immediately.”
Designed to grab their attention and to open up the buyers mind to a new possibility.
Then you gotta back it up and so then you use the word “because” and then you state a fact.
“Our computer system can increase you’re accounting departments efficiency by 30% immediately
because we’ve done that for many companies and because of our patented xyz dumafludge microchip
we use… which really means to you (state a benefit) that it’s gonna save you a lot of time and a lot of
energy and you’ll be able to get the information you need a lot more rapidly and that really means that
just like (specific companies or people), you’ll(state another benefit) stop wasting thousands of dollars
and have an accounting department of people that are happy and are actually producing the results you
want instead of getting caught up in the busy work.”
So what we’ve done is we’ve made a claim and then we backed it up with the word because and a fact and
then we sold two benefits out of it.
Normally we just try to give a plain feature, a reason to buy and sometimes clients just turn it around on
you. Don’t just state facts and features.
A unit of conviction is this - You state a claim but then you back it up with two benefits. Let’s say you’re
product is more expensive than anybody else’s…
Do not try to avoid this feature. You know it’s gonna come up. Use it as a way to convince them that this is
the best product.
“Our product is the most expensive out there and it’s also the best because we’ve spent and spared no
expense in producing the finest materials.
This means you’re gonna get what you really pay for instead of having some piece of shit break down on
you all the time. Which really means you’re gonna make a lot more money on your investment and
gonna get it back in a very short period of time.”
Make this real by giving them evidence of it.
“And the evidence of it is that we done so with this company, that company and this company.” Specificity in results here will make it stick.
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Now you add the permission question. “Right now my only purpose is to get your answers to a few questions. Would you be willing to do that for me?”
Here’s where the real conviction is created…
“In you’re opinion do you feel like being able to save that much money and have your people be that
much happier would be worth looking into or making a commitment on?”
Now you’re beginning to create a commitment.
A Unit Of Conviction has 7 parts:
1. Claim
2. Fact to back up the claim
3. Benefit
4. Secondary benefit that really affects them personally and hopefully emotionally
5. Some evidence that’ll back up what we said
6. Permission to ask some questions
7. Start asking questions that by answering them get the customer to create and confirm commitment
for themselves.
You’ve gotta chain link benefits so that it creates momentum and dimensionalize them so people feel like
they’re really true.
Here’s how Tony did this selling 6 Jim Rohn cassettes and 2 workbooks for $295.
How the hell do you walk in and sell six pieces of plastic and some paper for $295? You gotta believe the
value is there which he did.
The Cost doesn’t matter. Value does. He got real clear on what those tapes could do for somebody because
of what they were doing for him.
He took each tape and created two or three units of conviction for each one, reasons to buy now.
Pay Closer Attention Now…
“The diseases of attitude” was the title of one of the tapes.
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Here’s the copy of a landing page I just opted-in for, not because I was compelled (as you’ll see below it’d be
hard to be) but because I wanted to start getting his email to that account…
Here’s just a sampling of what you’ll learn:
* A concrete roadmap to build a multi-million business in 5 years or less!
* How to magnify the value of your company so you can sell for millions!
* 12 suggestions to guard you cash flow and increase your bottom-line!
* 5 time mastery techniques to free up one full day a week to work on your business!
* 6 sources to fund your business startup or expansion!
Just below the copy was where you entered your info. You might know who’s page this is because you’re on
his list.
Maybe I don’t know shit and this page is killing it but I’d bet green money that if you’d wired each of those
claims to a unit of conviction, you’d get a whole lot more opt-ins.
To me the copy above is about as smooth as Tony just saying “This is a really great tape and you’re gonna
find it valuable.”
Instead Tony would say…
“The most important thing that you’re going to do in you’re life is learn to manage your emotions. And if
you don’t do that, every dream you have will be something that won’t come into reality. You’ll eventually
miss out on your dreams.
And the reason that I say that is because so many people think that their life is gonna work out, but it
doesn’t. And the reason it doesn’t is that these diseases of attitude stop them.
I say this because by using this tape, what it can mean to you is (benefit) that for the first time you’re really
being able to create consistent attitudes that support you.
(Second benefit) Which really means to you money in your pocket as a sales person because if you don’t
manage your state you and I both know that you’re gonna lose out on money don’t ya?
(Evidence) “Have there been times when you’ve done that? When you’ve sabotaged yourself?” (And then
he gets their personal evidence from them. Asking these question online still make a person answer them if
they like what you promise) Have there ever been times that you didn’t manage your state and it cost you
money? How much money did it cost you?” And then they’d tell him.
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The best evidence is when the customer gives it to you because you asked them a question that reveals
what the truth is for them.
(Permission) My purpose right now is to get your answers to a few questions, is that o.k.? In you’re opinion
do you feel that if you were able to consistently be able to manage these attitudes that have stopped you that
you would in fact be able to create the results that you’ve always dreamed about?
Difference between a test close (using a barometer, seeing how close they are now) and a close is that a
closing question is basically by a person answering it means that they have or haven’t bought.
A test close is an opinion asking question. You can make anything a test close by adding “in you’re
opinion, do you feel like…”
“What should you do?” is a close.
“In you’re opinion, do you think this would make a difference in you’re life or not, What do you think,
generally?” Now it’s just an opinion and you’re more likely to give me more feedback.
Test closing is most important skill you have to help you know where you’re at and to help you know when
to close. How to close is easy, when to close is the question.
(Using a service like clicktale.com that shows you where people are clicking or bailing on your site can tell
you if these test closes are hitting or not)
“In your opinion do you feel making more money and having the opportunities that you want would really
occur if you were able to consistently manage you’re state through a tape like this?
Well, how much do you think that would be worth in you’re life? Do you think it worth a thousand dollars
in you’re lifetime or the next couple of years, five thousand, ten thousand, twenty thousand?”
They’d usually say “Well I don’t know.”
“Well do you think it’d be worth at least one thousand?”
And they’d say “Sure.”
He’d ask, “Really, are you just saying that or is it really worth a thousand?” And they’d say “Of course it’d be
worth a thousand.”
Now he has a unit of conviction that one tape is worth a thousand dollars by itself.
When he was done he would add up all the possible value these tapes could bring into their life and
they’d have told him it’d be worth $12,000 dollars.
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He’d ask them, “Realistically is that true? He would get them to convince him.
And he’d close by saying, “Well guess what, it doesn’t cost $12,000, the tapes are only $295.”
If that isn’t salesmanship at it’s finest I don’t know what is.
This is where I gotta let you go today. I’m running into my 12th page of a word document and I know
you’ve stuff to like going and fixing your bullets with this formula I’ve handed over to you.
Talk to you again soon,
Note Taking Nerd #2
P.S. Announcement: As of today, I’ve decided to commit to spending at least One Hour of my time
responding to any thoughtful question or comments made about posts I’ve written. I’m not perfect yet and
after spending hours writing this I’ve had to leave some stuff out. So feel free to point out anything I wasn’t
crystal clear on. What you say might exhaust the whole hour (if you’ve seen my responses in previous posts
you’ll see I don’t wimp out here). And, if it’s of the ” ‘Great’ or ‘Shitty’ post” type, it may not warrant any
further elaboration. I’m here for you and I’d love to hear your voice. Just let me know what you have a
question about in today’s topic. Deepen our relationship today by talking to me.
P.P.S. If you want to learn some of the core reasons why Tony Robbins has been able to sustain a cult-like
following among the peak performers here in America & abroad since the 80’s… Don’t miss out the soonto-released Tribal Formula Report. Get your copy by clicking here
P.P.P.S. And if you want to learn the latest & greatest strategies Tony just implemented for his “New
Money Masters” Interview Series launch given to him by his new found friends Frank Kern, Mike Filsaime,
Eben Pagan and Jeff Walker CLICK HERE
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CHA PTE R 7 7
Could It Be Possible That the Smoothest Way Known To Man To
Get A Woman Open To The Idea of a Threesome Would Be The
Same Technique You Could Use To Get Maximum Money From
Your Ideal Customers?
H
ey you,
It’s #2 with a naughty yet world class post.
The other day, I guy I know told me about his fool-proof way of giving women the magical experience of a
ménage a trois and I thought of you. Crazy right? After you read this you’ll see why I deemed this valuable
enough to talk to you about it today.
If the topic of sex weirds you out, no problem. Just skip this and we’ll talk later on this week.
But if however, you get that the process of relieving the fear and earning the trust of a woman who’s never
been sexually intimate with another woman into a threesome is one of the hardest sells a guy will ever
encounter, you’re going to be anxious to see how this gentleman’s sales process works so effortlessly…
…and excited about how you can plug this over-arching strategy of dissolving peoples barriers to new ideas
directly into your business.
Here’s the story…
————————————————————————————————————————————————————
“Don’t Bring Up Threesomes To a Woman Unless You’re Ready For ‘em,” He said.
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“Your game has to tighter than booty cheeks to pull this off. It’s a lot easier to get women on board than
you probably think. And it’s harder to reliably get threesomes than maybe you’d like. But the process I’m
about to lay out makes it really easy to close.”
————————————————————————————————————————————————————
As you’re reading every word of this be thinking now, “What’s one of the toughest sells I’ve got to make
in my life/career and how can I adapt this process to there.”
————————————————————————————————————————————————————
The guy who was telling me about this had so many missteps, so many missteps and then he created a reliable system to where he could really consistently get results. He got consistent results with getting women
open to this idea way before he was able to get the results of an actual threesome.
For over a year, he could get women to embrace the idea, maybe closer to two years, he had women who
wanted it and he just couldn’t make it happen.
————————————————————————————————————————————————————
Is there a super high end part of your sales process that you haven’t figured out how to crack the code
on yet? A premium, high dollar service/product you could offer that once you figured out how to sell it
would make you feel like a champ because your income sky-rocketed and your clients were getting a
greater outcome? Keep on reading…
————————————————————————————————————————————————————
And he’s not alone because he’s talked to women and there’s a lot of them out there who’ve been in that
same situation. And there’s a lot of guys out there who have this idea about threesomes who’re in the same
boat.
He said “Now, with threesomes, the higher the risk there is for an embarrassing situation that’s going to
make her feel uncomfortable, the more she needs to know she’s in the hands of a complete expert.”
————————————————————————————————————————————————————
If you don’t think some of your clients/customers aren’t buying what you have to offer because of some
fear of embarrassment, you’re nuts. Let’s see how he resolves this…
————————————————————————————————————————————————————
-
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He said, “If you want to do something and it’d be the first time you’ve ever done it, don’t tell her that.
Don’t tell her you’ve never done it before. She won’t ask you. Don’t lie to her. If you’re in a relationship
with a woman, you should never lie. Ever.
And if you do what I tell you, she’s not gonna stop and say “Wait, you haven’t done this before have you?” It
never occurs to her. She’s like “Well, holy shit, I have no idea what’s going on but this guy seems to know
what he’s doing.” That’s what you want women to think… ‘This guy knows what he’s doing.’ That’s what’s
gonna make her feel comfortable.”
—————————————————————————————————————————————————————
Isn’t this what you want customers/clients to think? Especially if you’re rolling out a brand new
coaching program or taking on your very first consulting client. This guy had trouble with threesomes
for a long time because he admitted he didn’t know shit about threesomes.
Have you ever done this before with a potential client, just spilled your guts, un-provoked, telling you
were basically unworthy of their business due to your inexperience? I have. Read along to discover how
to fix this…
—————————————————————————————————————————————————————
And this was his easy out. He’d say, “I don’t really know what I’m doing but let’s figure this out together
and it’ll be fun.” And now you’ve put all this pressure on her, and she’s thinking like “Let’s figure this out,
isn’t that his job?”
Big mistake.
He says, “So, the first step is to own completely and fully that you’re an expert on threesomes and you are
because you’re listening to me now, there’s nothing out there like this. I’ve seen some threesome products
and they suck.”
—————————————————————————————————————————————————————
This falls right in line with the belief “In the land of the blind, the one-eyed man is king.” Just by you
being here and reading my posts, buying notes from some of the most expensive info products known
to man about how to optimize your business and using them… this puts you light years ahead of your
competitors.
—————————————————————————————————————————————————————
He said “Threesomes are kinda scary to women especially if they don’t know you’re an expert.
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It’s really scary because there’s a bunch of attempted threesome horror stories floating around. There really
are. So if you want to have a threesome with a girl when do you want to tell her?
————————————————————————————————————————————————————
-
No one wants to be the first patient a brain surgeon operates on all by himself but there’s always a first.
Just the same, no one wants to be your very first consulting/coaching client. This is why you keep your
mouth shut about it.
————————————————————————————————————————————————————
He said, “When do you want to tell her this is a part of being in your world? The earlier, the better, right? I
think it’s absolutely your responsibility, if you haven’t told her by the time you have sex, it should be the
next thing you talk about. Absolutely.
Because right after physical intimacy what’s going on in her mind? “What’s next?” She’s like “What’s
next? He got me, what does he want to do with this? Because I’m in his hands now more than I’ve ever
been, more than I ever will be. This relationship is up to him.”
————————————————————————————————————————————————————
Do you believe your customers/clients are vulnerable after they’ve given you money? How can you escalate the relationship so they feel comfortable giving you even more money? Pay attention.
————————————————————————————————————————————————————
He said, “And if you haven’t had this talk, you wake up in the morning, and I’ve done this a million times,
there’s no excuse not to do this and I’ve coached a lot of guys through this and I tell them “You have one
job. When you wake up in the morning, say this.” And they fuck it up, somehow. Over and over.
If you fuck this up, it’s your own damn fault. This shit works. Follow this, it works.
Wake up in the morning and you’re like…
‘So what’s the freakiest thing you’ve ever done?’ She’s more ok to tell you now, than she’s ever been. You
just had sex and you’ve said this in a relaxed way. She’s not gonna wanna tell you because either it’s too
dorky or even worse… she’s horrified that’s it’s more freaky than anything you’ve done.
Really, because then she’s being insulting and rude to you. She’s not gonna do that to you so she’s not
gonna tell you.
She’ll say ‘I don’t know.’
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And you can playfully say ‘Cmon, Cmon, tell me. You’re such a brat. O.K. I don’t even want to know.
Nope. Don’t tell me. Ssshh.’
And she’s gonna come back with ‘What’ve you ever done?’
You can say ‘I don’t know, I’m not really into like, freaky stuff, I don’t know it used to be like I wanted to do
it everywhere in the house.’
She’ll be like ‘Tell me.’
So, you say ‘I don’t know. Well, you know what I love? Sex is really about power. I love like when sex
really changes people.’
She’ll be like ‘Really?’
“Yeah.”
She’ll say, ‘What do you mean?’
‘O.K., like I had this girlfriend like 4 years ago and you know what Burning Man is right (Big crazy hippee/
artist party/festival here in America)?’
She says, ‘Yeah I’ve heard of Burning Man.’
‘So you know what it’s like then. Crazy, crazy, crazy. You know that time in Burning man when it’s day 3
and you’ve just been partying so hard for the first two days that you can barely stand?’
And she says, ‘Yeah, I know, I know.’
‘It’s day 3 and I’ve been picking up girls like crazy for 2 days straight, doing everything, and we were up all
night the last night, and it was like ‘I just want to sleep’ but this cute little tiny girl with this huge guy walk
into camp and it’s like I saw this coming and so I thought ‘That’s her type,’ And I looked at her and I said
‘No.’
She grabs my arm and says ‘Baby, you have to talk to her.’
And I’m just at my wits end. She wouldn’t stop. And she’s all like ‘Oh, you’re the man who can get any girl
and now you can’t get this one.’ And she thinks it’s funny but I’m so tired that’s it’s not.
What’s crazy is that this woman in her business, is assertive. She’s in sales, she knows what’s going on. You
put her at work and she bosses people around. She owns the place.
It’s funny because whenever we’re picking up girls and whatever, she just stands there and giggles and rubs
up against the girls. That’s all she can do, is giggle. It’s kinda weird.
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She never does any of the work, never does any of the approaching the woman and I just flipped and I said,
“You know what, I’m telling you what’s gonna happen. You’re gonna go and fucking grab that girl and pull
her sweet ass away from that fucking meat head. I’m gonna be in the tent.”
And she looks at me and says “ok” in a quiet, obedient, excited tone. What’s amazing is that she did it. I’m
there in the tent and I’m wondering what happened to my girlfriend. Where’s Giggles? Where is she, you
know?
So she comes in the tent with this girl and they’re both sitting there and they’re both looking at me and we
hear this voice from outside “Cheryl. Cheryl.” and they’re both looking at me.
And I know that if I move at all, that whole moments lost. So, I’m quiet as the “Cheryl” noise moves away
in the distance and I look at the girl and I say “You have 2 choices. You can leave or… you can strip.”
What’s funny and crazy is that after that when we’d pick up chicks my girlfriend still giggled but it was
kinda weird because everything shifted because I knew what she had made a transformation and became
more certain of herself. I never looked at her the same way again.
So, there’s a couple of elements of this story that are important you can take these elements and put ‘em in
your own story. You can even tell your story during your first interaction with a girl.
————————————————————————————————————————————————————
Is there a strategy you and I have talked about that’s resurfaced here in this story of overcoming a high
level of resistance? That’s right. What’s going on here is a Pre-Frame.
It’s what you say before you ask someone to do something that sets up the possibility of your getting a
mutually beneficial outcome in business or life. What’s a story you could tell early on in a business
relationship that lets people know they’re in the hands of a master?
————————————————————————————————————————————————————
He said. “You can’t do this late. You can’t already be in a casual relationship with her and then lay this in.
You want to set up a first impression of what the relationships gonna be like. Something dramatic like this,
you gotta set up right away.”
————————————————————————————————————————————————————
With your business, the story you tell the clients/customers is gonna teach them how to treat their relationship with you. For example, I’ve heard Dan Kennedy’s favorite Biz Op copywriter, T.J. Rohleder
talk about taking people from a $30.00 sale to a $3,000.00 sale almost instantly.
It’s the Gary Halbert story Dan tells. You know from the seminar in Key West back in the day when
Dan’d would speak at his events.
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Just in case you haven’t heard it, Gary, undoubtedly one of the worlds finest direct response copywriters
is hosting his $7,000 per person seminar and he strolls up on stage (Late) wearing a fish net see-through
shirt, shorts, flip flops and a cap that says “CLIENTS SUCK”.
Then, Gary goes on telling story after story about how clients are a pain in the ass and no one there
should even think about asking him to work with him because he’s fed up.
Kennedy can’t believe this because Dan’s the king of selling from stage and Gary’s here doing the opposite of what he’d do if he were trying to get business.
Well, at a break Dan’s talking to Gary and asking him if it’s true that he doesn’t want any clients and
Gary says “Oh, no. I really need ‘em right now.”
And it’s here’s where Dan plays witness to the magic unfolding. Potential clients are flooding to him
during the breaks, surrounding him at the urinals. Mission in-directly accomplished
Halbert was the guy who introduced Kennedy to the idea of getting a fee and a piece of the action for
any copywriting project so during this seminar Gary’s taking people from spending $7,000.00 with him
to possibly working an arrangement with him that’d pay him $70,000.00, all from Pre-Framing.
This doesn’t happen in an ordinary business. If your funnel is set up to where you want people to
ascend to the most expensive product/service you offer you need a story of why this idea isn’t crazy, why
it makes sense and gives them the feeling that it “normal and customary” behavior.
—————————————————————————————————————————————————————
Then he told me, “I used to open with a story like this ‘Burning Man’ one and it was better. It wasn’t scary.
You meet a guy in a bar, he makes you laugh and he tells this crazy story about threesomes or whatever.
And her friend says are you serious? She says ‘He’s a cool guy.’
She doesn’t really think, ‘If I get with this guy I’m gonna have a threesome.’ She doesn’t really think that.
The earlier you do it the better.
If you wait until after you sleep with her and after you’ve dated her three months and then you drop this
story on her, first of all it’s totally incongruent. It’s like ‘How could this be a part of his world, when I’m
just hearing about now? That doesn’t make any sense.”
And now the other thing is that she might get scared because she thinks “I didn’t sign up for that.” So,
again, the earlier the better.
—————————————————————————————————————————————————————
Do you do business on your terms or are you lead around by nose by customers?
C o u ld I t B e P o s s i b l e T h a t t h e S m o o t h e s t …
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By you telling the story of clients moving light speed to your most expensive/highest valued products or
services, they won’t think this either if it’s a “Normal & Customary” way of working with you.
This reminds of the way Dan Kennedy gets his 100% of his copywriting fee upfront and a royalty agreement because he frames everything as “This is the way people who do business with me behave”, while
the guys on the lower rungs get significantly lower fees and hope they can get 50% up front and 50%
upon completion of a letter.
If you read his books or listen to his seminars, they’re loaded with stories that teach people how he’s to
be treated and what to expect when you get the privilege of doing business with him.
None of this is by accident. Everything is done consciously.
In his course “Influential Writing” he talked for 2 days just about this stuff. Once you sign up for the
Product Launch Formula by CLICKING HERE, now, you’ll have access to the principles he makes sure
to insert into everyone of his communications that cultivates an urge in people to get on a waiting list
to give him $15,000.00 dollars a year to be in his Platinum Coaching Group. Click here to get everything he knows about making this happen… even in a recession.
————————————————————————————————————————————————————
He said, “Here’s the elements that make this story work…
It happened a long time ago. It happened 4 years ago so it’s not like this new thing I’m just playing
around. It’s part of my life. And I’m an expert. I’ve got at least 4 years experience under my belt.
I did this with a girlfriend. I didn’t pay to make this happen with prostitutes. I’m not one of those guys
that just swings with random women.
This story isn’t really about threesomes at all. What’s the story about? Change, transformation, evolution
of her character.
And I even say sex is about power. So it indirectly demonstrates sex isn’t a big deal to me but the transformation of my girlfriend is really cool and that’s why I’m telling the story. You don’t wanna be the guy who
just comes off as bragging saying ‘hey, let me tell you about my threesome’, you know?
And frankly if you’re having a lot of threesomes in your life, you actually have a bunch of stories to share.
You should create your own story. You’ll hear great stories from women and even if you didn’t have one
you’d have endless material to pull from there.
I’ll tell you why this story’s so powerful.
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It gives her a pure look into my world. You can’t reveal the story without revealing pieces of how your
world operates. She knows what it’s like but it’s far away. And the concept of ‘If I date this guy I’m gonna
have threesomes, is just so far off that it’s not scary. Yet women know exactly what they’re walking into.
Now when she wakes up in bed with you and your behavior has been the polar opposite of the “normal”
guys she’s dated and she feels really good about the experience she’s gonna be thinking, “If I see this guy
again, “Wow.” She won’t even complete the sentence.
————————————————————————————————————————————————————
Do people say “Wow” about your sales process or your product launches?
Compare this approach with times in your life when you’ve been creeped out by someone trying to rush
you into buying or doing something vs. nurturing you along and planting the idea in your mind so that
when the time came to make a decision it feels like you decided to buy instead of being sold.
————————————————————————————————————————————————————
And then he said, “I don’t say anything else. I never talk about it. Just like I never talk about any of the sex
things I like to do. Normal guys ask for it, or they scared to death to even have her think they want it.
—————————————————————————————————————————————————————
Have you ever been scared to ask a client to buy your premium priced service or product?
—————————————————————————————————————————————————————
But there’s some interesting things going on in the back of her head. She’s absolutely, completely prepared
now for a threesome. And without us sitting down and seriously, logically talking it out.
If we’d just talked about it and look at it layed out she’s just gonna freak out. “She’s gonna ponder “What
would my friends think? Does that mean this isn’t a serious relationship? What other freaky stuff does he
do?” you know all these things are gonna come up if she logically thinks about it, but that never happens
because I never bring it up.
————————————————————————————————————————————————————
Sound familiar? People don’t buy for logical reasons they buy for emotional ones.
—————————————————————————————————————————————————————
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303
He said, “She’s not gonna bring it up is she? But when it finally comes up she can’t be surprised. She’s
prepared and that’s really important.
But it’s still not really clear. I never say ‘Hey, I have threesomes with all my girlfriends.” I’ve never said
that. And it’s on purpose that I’ve never said that.
So where are we, we’ve had sex and she’s heard that story right now. And next, we set up a time to meet
again.
She comes over on a Saturday night and I’m like ‘Sweetheart, how you doing?’ give her a hug and a kiss and
then she asks ‘What’re we gonna do?’
I say in a playful tone, ‘I don’t know. Let’s go out & pick up chicks. Come on let’s go, it’ll be fun.” She’s
gonna stop. What’s going on with her? She’s saying ‘Oh my God, it’s real. He wasn’t kidding.’ That’s
what’s going on.
And I sense it.
So, I say, ‘Oh, you don’t want to, that’s cool, that’s cool. Well, uh, we can see a movie. She’s like ‘He senses
that I was uncomfortable and he’s okay with that and he just wants to see a movie.’
While looking at movie listings I say, ‘Yeah, I already saw this movie but this one supposed to be Okay but
I’m not really in the mood for a drama but it’s supposed to be good.’
She’s like ‘Wow, he’s serious. And if this girl has any ounce of fun in her at all she’s like screaming inside ‘I
don’t wanna see a fucking movie’.
So I say, ‘You don’t look too excited. And she’s like ‘Nah.’ So I say let’s go out’ and she says “O.K. let’s go
out.”
Has she agreed to have a threesome with me? Has she agreed to go out and pick up chicks? Yes & No.
Right? She never said yes. But now she can rationalize in her mind that “it just happened”. When retelling the story she can say ‘He wanted to go out and see a movie and I was like I don’t want to see a movie
on a Saturday!’
Now it’s not her fault. Who see’s a movie on a Saturday? So you lead to a bar, spend time with her and
then say “Hey, I’ll be right back.”
You don’t point out, I’ve done so many things wrong here before so listen, I used to bust out the proof that
all women are bi-sexual here, and there is proof, but that route doesn’t work.
It didn’t work for me. I forced it a few times but who wants friction from pushing instead of pulling. This
way is easy. Anything you have is worse than this. I’ve tried every idea, really…
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I could go on to tell you how this “Success System That Never Fails” plays out, but you and I have already
got the marketing lesson. If you really want to know the end of the story, email me at [email protected].
Besides this post isn’t about sex but about the art of persuasion. I wanted to show you a powerful demonstration I learned in way that you wouldn’t get from any other “normal/ordinary” marketing guru.
The most powerful lesson you can pull from this Un-orthodox magnificent story is that the way you
pre-frame your clients will make the biggest difference when it comes to your ideal prospect ascending
to the highest priced product and service you sell… effortlessly.
Remember, the women that my friend has threesomes with have gone through a sales funnel. They’ve been
qualified six ways from Sunday. That’s why he knows the threesome “irresistible offer” is gonna be a slam
dunk.
Not all of your clients you put who buy through your product launch or normally are going to qualify to
pay you premium prices but you at least want to indirectly lay into their mind that this is where the ultimate
pay off is.
Once you’ve enrolled in our Ultra Product Launch program, you’ll see exactly how to do this and not
just from one guru’s perspective. This is the best of the best from several (Mass Control, Product
Launch Formula, Dan Kennedy’s “Influential Writing”, Tribal Marketing, Formula 5, and many
others) peoples vantage points so CLICK HERE to make sure you’re getting all these gems from these
programs for pennies on the dollar.
Talk to you soon,
Note Taking Nerd 2
P.S. Remember… I’ve decided to commit to spending at least One Hour of my time responding to any
thoughtful question or comments made about posts I’ve written. I’m not perfect yet and after spending
hours writing this I’ve had to leave some stuff out. So feel free to point out anything I wasn’t crystal clear
on. What you say might exhaust the whole hour (if you’ve seen my responses in previous posts you’ll see I
don’t wimp out here). And, if it’s of the ” ‘Great’ or ‘Shitty’ post” type, it may not warrant any further
elaboration but yet will be oh so appreciated. I’m here for you and I’d love to hear your voice. Just let me
know what you have a question about in today’s topic. The doors open so go on ahead and deepen our
relationship today by coming on in and talking to me.
CHA PTE R 7 8
How To Succeed In Business Without Getting Your Ass Kicked!!
M
any of you may recognize from a few of my past stories that I’m not your typical Nerd.
I’m more of the …”Tough Kid Turns Nerdy” story..
Yeah a bit weird.
A lot of people ask me questions.
One of the one’s I get over and over again is.
“What’s the easiest way to succeed in business?”
The short answer is….There isn’t ONE easy way. But I will try to share some of the biggies.
But before I do I want to share a story.
I spent a good portion of my teenage years in Salt Lake City, Utah.
You may recall that I was a Boxer and because this formed a big chunk of my identity… I was a self proclaimed Bad ASS.
In Salt Lake, we have a Holiday you’d never know about if you didn’t live there.
It’s called the 24th of July. Kinda our Independence day.
Just like the 4th of July it’s celebrated with very big firework displays.
We also have a Parade that marches the entire length of the city.
People camp out all night and wait for the parade the next morning.
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It’s also a night of hell-raising for teenagers looking for trouble like me.
So I was out walking around with my best buddy Aaron when he happened to bump into a bouncer at one
of the Nightclubs for adults.
Now.. we were just passing by.
The next thing I knew this guy had my best friend dangling, mid air, by his throat.
Found out later this guy was a defensive lineman for the University of Utah football team.
Before I tell you what happened next let me pre-frame it by saying that I was already a Hot Head.
But you screw with my friends, you’d better have the entire football team to stop me cuz one probably
wasn’t gonna do it.
I wasn’t no Bruce Lee but I had the energy of an Angry Incredible Hulk when I got pissed.
So here’s my friend hanging in the air.
I say; “Hey why don’t you fight someone your own size fu….er?”
He dropped my friend to the ground and stepped toward me.
Having 13 Years of boxing experience behind me, I threw a picture perfect right hook that literally put all
300 pounds of this guy horizontal.
He was out.
However, by instinct, he started to grab at air trying to figure out how to get up.
I then booted him, like a game winning field goal, and put him back to sleep.
(Note: I’m in no way condoning nor recommending violence. It’s gotten me nothing but trouble in life. Just
sharing a story)
The next thing I know I hear screaming for someone to help this guy.
Apparently nobody saw that this guy was 100 pounds bigger then I and it was more then a fair fight.
Cuz… the next thing I know, like cockroaches at night, guys were crawling out 0f their cars and sleeping
bags running towards my friend and I.
We managed to get a few blocks away before I spent the next 10 minutes getting my head, ribs, legs,
stomach, and just about every other area of my body pummelled.
How To Succeed In Business Without Getting…
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My friend didn’t find it as fun as I did.
Hell… I was a brawler.. I LOVED this shit.
As a matter of fact the mob was beating on me so bad that I could hear female watching telling the
guys ”Stop, You’re Going to KILL him,” and just to show how tough I was, I laughed and in a girlie voice
said, “Stop, you’re going to kill him.”
I’ll spare you the stupidity of my mentality at that point of my life for another day.
The point I’m trying to get across is this.
All I got that night was another story to cement into my legacy as a bully and bad ass.
I’ve learned the hard way that’s not the way to get through life.
That part of me still lives underneath my New Nerd exterior. It comes forth more often then I’d like sometimes and guess what?
I always learn the hard way that I solve nothing through violence or anger.
I’ve also learned the hard way through credit card debt, IRS problems, embarrassment to my family, lost
time with my Baby Girl, and just about everything stupid a guy could do.
Learning the hard way, some people like to believe, helps build character. Sure, maybe it does, but if I
could’ve, I wished I’d used my money even more so to leverage my business knowledge, investing in more
business coaches and mentors.
You don’t have to be in the line of fire to become a 6 Figure or More Successful Business Owner. So, let me
tell you about the many ways I got my ass kicked in the business world and how you can learn from it,
so you too can quickly become as successful as you’d like.
Lesson #1: You Make The Rules. YOU CAN LIVE LIFE ON YOUR TERMS!
I learned this one from Dan Kennedy.
You don’t have to open early or stay late. You don’t have to wait for anybody to pay you. You don’t have
to work on the weekends.
If you set the rules up front then your clients and customers will conform to you and most importantly
the ones who don’t will wander off to a pasture where the New Guy will do everything for them until he
can’t handle it anymore.
Your clients will try and sell you on why you must do what they demand.
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This may come in the form of a please feel sorry for me story or a you are the bad guy story.
You just can’t bend.
In the end you have a choice.
Become a Renegade or a Moron.
Which one do you choose?
Kennedy call this process “Operating your business as if Money were not an issue”
Hard as shit to do when your dead broke.
But like investing in a stock with solid fundamentals.
It may seem like your losing the game in the beginning.
But…
In the end this mindset will pay HUGE dividends.
If You Would Like To Learn How to Live A Life Of Autonomy Then I Suggest You Grab A Copy Of Our
Renegade Millionaire Report … One of The Chief Nerds Favorites
Lesson #2: Create Simple Systems
Your goal should be to have a system in place for just about everything in your business so that if you
brought Homer Simpson in to run things for a day while you were gone he’d be able to do so.
Remember, the key here is that your systems need to be as simple as possible.
If you make them complex your asking for trouble.
Everything I’ve studied, read, or seen suggest that you have a written ABC type format and a Process Map
for each system in your business.
So today begin to make things easier on yourself and start documenting “how” to do everything it is that
you do.
Now…One Caveat
Don’t document things that you SUCK at. All your doing is creating a system to Clone Dumb actions.
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Wait and model the process from someone in your business that does it well or until you’ve found the correct and proper way to do it.
ALL SUCCESSFUL BUSINESSES HAVE SYSTEMS IN PLACE.
I know of No Better Resource For Creating a Successful Business Top to Bottom Then the Stompernet
Formula5 Course ($2,500 program)..YOU CAN GET THE NERD REPORT RIGHT NOW BY
CLICKING HERE
Lesson #3: Become The Place
We now live in a world of infinite possibility and choices.
So you must make sure that everything you do is setting you up to BE THE PLACE that people in your
chosen niche want to be.
You must provide an experience not just a product.
People must feel cared about and connected to you.
You can do this through Blogging, Tweeting, etc. etc..
It’s all about developing that one to one relationship with each and every new customer you get.
So begin to ask yourself…..”How do I become the Place” my potential customers want to come to.
People spend most of their day (and sometimes their life) doing stuff they dislike or hate.
If you can build a place that gives them a great time, an AWESOME time, you will have a customer for life,
regardless of how expensive you are!
Lesson #4: Quit Making Excuses. Your Not As Smart As You Think. Even Michael Jordan Needed a Coach.
Get a Mentor!
As I’ve shared earlier.
I’ve gotten my ass handed to many both physically and just about every other way in life and business.
One thing I never stopped doing though.
I’ve always invested in myself or found a way to have access to the very best minds on the planet.
I’ve been in Free local mastermind groups.
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I’ve also been in a $50,000 a year coaching program ran by Tony Robbins.(whole story here I’ll share later
bout the Power of Procrastination…umm not a good story LOL)
I remember, just like it was yesterday, when I first chose Tony as my Mentor about 14 years ago.
I remember the lessons I learned walking on those 1000 degree coals at three in the morning.
I remember Tony sharing with us the stories of all the Mentors he had.
The lesson? People with mentors succeed at a much faster rate then those that don’t have them.
You can compress decades into days by learning from the wisdom of others successes and failures.
And remember this as well.
The power is even stronger when you become a mentor and start sharing what you have learned.
I encourage you to “pay this blog post forward” by sharing it with friends, associates, and family.
I’d also love to hear from you in the comments section below.
Your Mentor and Coach
The Chief Nerd
The Nerd’s Ultra Product Launch Program is a Comprehensive course on Building the Ultimate Online
Business…7 Weeks, 35 Hours, and a summary of The Very Best Programs on Earth can be yours right
now. Join the UPL Mentoring Program By Clicking Here Now
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CHA PTE R 7 9
Creativity Is Waaaaay Overated
H
ey You,
It’s #2.
This started out as a reply back to Brian, one of our superstar nerd fans but
I figured the topic was too good to be buried in the comment section of a post you may or may never get to.
It was birthed as a result of a post he made in regards to a comment I made about my last post… “Could it
be possible that the smoothest way known to man to get a woman open to the idea of a threesome… would
be the same technique you could use to get maximum money from your ideal customers.
It had to do with the idea of “Original vs. Re-purposed” Content…
Here’s what Brian said…
“Not to be controversial re Tony Robbins. I think he’s very good at what he does but most of his stuff is
not original.
The difference between Tony and many of the originators like Bandler etc was that he brought it to the
masses. Kind of like Ford and the Model T way back. As you can see, it’s a pretty good lesson and business model.”
Here’s what I started writing back to him…
Damn you Brian and bless you,
It’s about 1:34 A.M. on my side of the planet as I’m writing this and I’ve got some kind of cold that’s
attempting to assault my throat & sinuses. Yet, with the help of Vitamin C I’m here with you.
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What an awesome observation about Tony’s stuff not being original.
While listening to Harlan Kilstein’s “Value Based Copywriting” program (fabulous resource by the way),
Harlan talked about how he’d found out that Tony’s secretary had called and ordered one of his Golf “Inner
Game” visualization programs.
Kilstein brings this up to a guy he knows worked with Robbins’ and the guy says, “Yeah, he’s probably
coming up with a new program.”
Or, what I’m thinking is he’s got some big shot Golf client and he’s trying out any new technology that can
enhance his coaching by specifically learning what Harlan offers.
Whether he’s trying to enhance the experience his clients get with him or as an upstart he recognized that
sitting in a room trying to be creative would be a sloooowwww process.
I can say with relative certainty that Tony’s “Six Human Needs Psychology” is of his own creation and this
only came years later through distinctions made working with what he learned from the creators of NLP.
The key here is that he didn’t wait until he could create something his own to get out and start making a
difference in peoples lives and making some real fuckin’ money.
Look at these guys like David Garfinkel, Mike Morgan and Ray Edwards. They’re all guys who teach copywriting. They’re all disciples of John Carlton.
None of them bring anything ‘Revolutionary’ to the market but they’ve carved their own little niche to
where they’ve all sold pretty big ticket info products selling the same info you’d get from Carlton’s ‘Kick Ass
Copywriting Secrets’.
You & I have both brought up Eugene Schwartz here before.
For anyone who doesn’t know about Eugene, he is known as one of the legends of marketing. Some people
would say “Legends of Copywriting” but not me. I know that to be a great copywriter you must be a great
marketer.
There’s a lot of wonderful writers out in the world but they couldn’t sell “free money” even if they had
John Carlton’s gun to their head philosophy.
Schwartz was an old school direct mail man. In fact he wrote a book called “Mail Order” all about making
money in that business before he wrote the classic “Breakthrough Advertising” which lays claim to the
“most stolen book from libraries.”
He became a great marketer running his own business back in 1954 selling books through space ads in
newspapers and magazines. Knowing the ins & outs of the math that made his business hum and knowing
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that if his ads bombed he, himself, was losing money he needed to take care of his family… put the gun to
his head.
He had to get good or else it was his ass on the line.
Ted Nicholas sharpened his skills this way, Gary Halbert did as well as did Joe Sugarman.
What we never see is the garbage they wrote when they we’re just finding their way as ‘babes in the woods’.
I want to see a pro do this one day. Show people “If I can go from writing a piece of shit like this to writing
the way I do today, you can too.”
You see, most copywriters that stay copywriters do so because they don’t have what it takes to run their
own company. And this is just how it goes. I mean, look at Gary Bencivenga. Arguably one of the greatest
copywriters to have lived and as far as I know he’s never owned a company that sold any info products or
services besides his own & the one seminar.
Then, contrast that with the message of a guy like John Carlton, who like Bencivenga has sold tons of stuff
for other companies but has started his own online empire selling basically what Gary did with his seminar
plus more but also telling people he coaches…
“If you can write damn good sales copy, why the hell would you do it for someone else? Find something
to sell and keep all the money.”
Some people just aren’t wired that way. Our friend Eugene is. And when asked ‘What makes you so creative?’ he was fond of saying…
“God is the only one who can create. We don’t create anything. We merely re-assemble what’s already
available to us.”
Pretty heavy words from a guy the Super Guru Copywriters would credit with possessing tremendous creativity.
I believe Tony Robbins has mastered this Eugene Schwartz principle through the NLP principle of Modeling.
Modeling says you go and find someone who’s getting the result you want (Ala Harlan’s golf mind product
or a winning headline/landing page) and you find out the ‘why’ behind what they do and the actions they
take and mirror them and you too can get similar results.
As we both know Bandler and Grinder set out to model kick ass therapists who were actually helping
people like Virginia Satir and Milton Erickson and used parts of Gestalt Therapy along with other distinctions they came up with on the way to making NLP what it is today.
They pulled a Eugene Schwartz. Or, as they’d say in Space Balls, they used “The Schwartz”
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I know Robbins isn’t original and he’s the guy that reached me when I was a young punk with low self
esteem who’d never heard any kind of personal development stuff.
This guy cut through all this noise to connect with a kid who listened to at least 4 hours a day of one of the
most negative messages, hard core gangster rap, you could ever put into your mind.
Had someone put my old school Richard Bandler “Building Generalizations” program or the Robert Dilts
“Sleight of Mouth” videos in my hands at the time I would’ve just zoned out and been looking for the exit
door ASAP.
Tony’s stuff is definitely more entertaining. Not nearly as intricate but it gets you to a productive place
where grasping the super advanced stuff Bandler teaches is all the more possible.
So, like you said Brian, for anyone new to personal development coming in from the cold, damp,
atmosphere of the masses… Tony’s a great first step toward greatness.
The lesson here is to use whats already out there and make it better. That’s all we can do. Improve on what
exists.
Then as you’re on the path of modeling what works, you inevitably come across teeny or humongous distinctions that enhance the process of what you’re doing.
One of the keys you’ll learn once you own a copy of the notes for Dan Kennedy’s “Influential Writing Program” you’ll see that one of the 31 principles he cover there is what he calls “Welcomed Prophet Status”.
Here’s one of the lessons from this report on the house…
Principle 24: Welcome Prophet Status
This really has to do with source and it fundamentally says that most of what is
profitable for us to do in writing to influence is not to change people’s minds but instead to give them
what they want. To appear as the prophet they hoped would appear not has the prophet they don’t
want.
Selling unwelcome advice is an ugly, grimy business about the only time that it pays to do it is after you
have somebody who has ascended in a relationship or maybe in a private client environment.
In terms of numbers, the sale of unwelcome advice is a losing proposition. People will simply leave. They’ll
shop for the advice they like until they find somebody giving them advice they like and they’ll give him all
their money.
You won’t really keep a lot of people around by ramming down their throats what they resist.
Creativity Is Waaaaay Overated
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We want to show up and appear as “X” to an audience that wants “X”. We don’t want to show up to an
audience that wants “Y” and try and convert them. When you study all the cults, you find that cult
recruiters do not go out and try and convert people.
They go out in search of people who are ready to join a cult. There’s a big difference in those two things.
Now, you need to know your ideal customers profile and you need to match yourself up with your profile.
There’s a new weight loss Infomercial broke not too long ago. I watched half of it this morning. It’s gonna
make a fortune. They built a fairly complicated product. They got this book with little tabs.
You fill out a questionnaire and you figure out your body type. When you turn it over on the back, after you
put the right pieces together, it tells you what to eat.
The best thing they got in the whole pitch…
The bonus. It’s a pocket size book for 50 of the major restaurant chains in America. It’s got their logos all
over it. Bob Evans, Applebee’s, McDonald’s, etc. One page for each one of them that tells you what to eat to
lose weight while you’re there.
Here are the foods to eat at Bob Evans to crank up your metabolism and it’s in a book. You walk in. You
open the book. You look at the menu, it tells you what to eat. I am looking at this and I’m saying “The
phones are going to ring off the hook right now”.
Here’s what they did that’s so smart. First of all , everybody else is telling everybody stay the hell out of
them places. If you want to lose weight, the first thing you do is don’t go there. Get your nose out of the
trough and you ‘ll be better off.
That’s a prophet nobody wants.
The prophet who shows up and says “By all means eat lunch a McDonald’s, go to Outback for dinner
and stop by Krispy Kreme in the morning on the way to work. Here’s a page for each one of them that
tells you what to eat that will crank up your metabolism.
This guy is the most welcomed prophet yet to arrive this year for weight loss. It’s brilliant because it’s
this. It is exactly what to do. No thought required. And it’s actually what they want to do.
Exercise: Two things. What do people believe in general that you can show up and agree with in order to
influence them? What do the people you seek to influence believe specifically that you can show up and
agree with them about?
This is what I believe Tony did so well when he modeled NLP. He understood where his market was so he
knew that to become a “Welcomed Prophet” he had to come in with the approach that Joe Sixpack, the
everyday man and woman could relate to.
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Then once you went through all of his seminars, and only then would he present the idea of his super goddammit certification course which dissolved and turned into Mastery University.
Screw creativity. We don’t have to re-create the wheel entirely. But we have to re-fashion stuff to fit where
our market is.
Thanks Brian for the conversation, talk to you again soon,
Note Taking Nerd #2
P.S. You’ll be hearing from me about your magnificent contest entry.
P.P.S. If you want access to the other 30 principles Dan Kennedy covered in his $12,500.00 per person seminar they were all divulged to the members of the Ultra Product Launch group last week. CLICK HERE to
get in now and you’ll have access to these must-know secrets too.
CHA PTE R 8 0
The Secret The Guru’s May Shoot Me For Sharing With You!
Y
esterday I sent an email to a select few of my top Nerd Fans.
Today I’m going to share with all of you something NO GURU wants you to know about.
It’s the Dirty Little Secret in the information marketing business.
It’s the single thing that keeps launch after launch churning out Millions of Dollars.
It has absolutely nothing to do with Internet Marketing or any business strategy or tactic.
However, it has everything to do with why you may not be Doing anything with all the information that’s
piled on you.
What is it.
Well…I’ll get to that in a quick second.
First let’s look at the reality of what’s going on in our society.
Today more then ever before we are exposed to information at a pace and quanity that far exceeds our
capacity to use it.
As entrepreneurs we’ve become Holy Grail seekers.
I’m not saying you. I don’t know that to be true.
But I can say that the majority of people I’ve came into contact with are suffering from information overload.
Always on the lookout for the Next Best Thing to turn their life and business around.
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I’m gonna go out on a limb and make a BOLD STATEMENT.
The majority of us are like Tree’s with Dead Roots.
Getting just enough water to keep the leaves alive but not enough to sustain long term growth with health
roots.
If your like I was at one point and still to a lesser degree today.
You are at a loss for how to manage all the information that is coming at you.
You then fall victim to how to manage and use the information.
So here is the TRUTH the guru’s don’t want you to know.
80% of the people who ever buy their product or service will ever get past the first chapter, DVD, or Cd.
98% will ever actually implement more then one strategy or tactic.
Therefor they can regurgetate the VERY SAME information to you over and over again with a new Pretty
Color and Package…New Sales Copy and keep selling you the Same Holy Grail over and over again.
This really fucking pisses me off.
Most gurus don’t give a shit if they actually help.
Now don’t get me wrong some do.
But reality is reality.
I want you to know that I, The Chief Nerd, CARES!!
If i didn’t I’d sell these reports I work so dang hard on for 3 - 5 times more then I am and find plenty of
customers to willingly pay that with smiles on their faces.
Because I want to help you I’m creating what’s called THE ULTIMATE YOU PROGRAM.
What is this?
Well before I share that let me give you some practical tactics you can use to actually start using the information you get your hands on.
1. Don’t think you have to do everything. Start with basic strategies in every area of your business and
begin to implement one little strategy at a time.
The Secret The Guru’s May Shoot Me For…
319
2. Set goals for every area of your Life and Business.
3. Attach a meaning or reason why to every single one of those goals. The Why! is way more important
then the What.
4. Take each one of those goals for your life and business and every single day try to take one little
action to mover closer to it’s attainment.
5. Keep the programs you listen to and the books you read in the areas of your current goals and actions
you are taking daily. That way you are reinforcing what you are doing rather then “Dreaming” of what
you will do.
5. Strive for some balance in your life. Find time for Work, Hobby, Family and Fun. It could be 80%
work, 10% Family, 5% Fun, and 5% Hobby. But the key is to be present while doing those activities.
6. Get on a regular sleep schedule. Two things here. One: Don’t get caught up thinking there’s a perfect
time to go to sleep or wake up. Do what works for you. Two: Get 7 - 9 hours of sleep.
7. Start working in 50 Minute Chunks of time focusing on one single thing. Then disengage for 10
minutes of a completely different activity. Follow that by another 50 Minute Work Chunk, and then a
30 minute break. Start over. This is something I picked up from Eben Pagan and it Works.
Those are a few of many more tactics I’ll share with you over the next few days that will lead you to a much
more fullfilled life of “Doing” rather then “Dreaming”.
Now…because of my Passion in this area I’m going to be starting a program called The Ultimate YOU
Transformation Program.
The entire goal of this program is to get YOU aligned and better equiped to “Do” and act on the information that you receive.
I’m here for one reason only ….
*
To help you get to that next level you want so badly.
*
However…
*
I struggle knowing that there is ths ONE thing that stands in your way.
*
What is it..
*
Well…go stand in the bathroom and look in the mirror.
*
Because there’s the problem.
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Yep
*
It’s YOU
*
Think of your business as a mirror of you.
*
Your business will have the same symptoms of your biggest challenges in life.
*
If you procrastinate..Guess what.. your business won’t get a whole lot done.
*
If you aren’t good at X then your business will probably suffer in that area.
*
So here is the Master Key to Massive Success In business.
*
You must work as hard on yourself as you ever do on your business.
The problem, i’ve found, is that many of us don’t have a plan for “US” but we have many plans for our
business.
*
Many of you may be aware that I’ve been exposed to the Very Best teachers and mentors on the planet in
the area of Inner Game.
*
What i’m offering you today will give you the Master Key to opening all the doors you’ve previously been
unable to unlock.
*
I’m offering you the gift of being able to take acttion.
*
I’ve been coached by Tony Robbins in his $50,000 a year program…
I’ve listened to the very best programs on earth for becoming a better me.
*
I want to share the best of all of this with you.
*
I can’t do this in a one hour phone call or report.
*
I’m in the process of creating The Ultimate You Transformation Program.
*
Over Five Weeks I’ll be covering the following;
Week One: Understanding the Real Process For Achieving Goals. A Process, Template, and Action Plan
For Achieving Everything You Ever Wanted.
*
Week Two: The Source Of All Procrastination And How To Resolve This Quickly and Easily. You will
learn how to overcome all interal conflicts that prohibit you from taking action.
*
The Secret The Guru’s May Shoot Me For…
321
Week Three: A Secret Technique Used Only By A Select Few Guru’s Who Even Know It Excists That Enables You To Move Forward And Take Action Like Never Before.
*
Week Four: The Power of Questions. Learn the unconcious process you are habitially doing every single
day and how to make it work for you.
*
Week Five: Your Date With Destiny. Your Complete Plan to move yourself and your business
*
Bonus #1: The Chief Nerds Report (Notes) from his Date With Destiny experience with Anthony Robbins.
THIS IS WORTH 10 TIMES MORE THEN THIS PROGRAM.
Bonus #2: Tony Robbins Time of Your Life Program Report.
*
This program will be delivered to you as a Video and/or Audio file and PDF Report every Wendsday
starting October 7th for Five Weeks.
*
Urgent Note: When i am done with this. I will market this course for no less then $229.
*
Today You Can Join For Just $89 Total. Less Then $20 Per Week
*
Only the select few of you will ever get it at this price.
*
It’s my goal to help you become an Action Machine.
*
Please Join Me on this journey.
Your Friend
*
The Chief Nerd
MyNoteTakingNerd
Take Action Now And Never Again Have To Worry About Taking Action On Your Life and Business
Goals
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CHA PTE R 8 1
The Truth About The Software Running Every One Of Your Ideal
Customers Thinking
H
ey you,
It’s #2.
Today I wanted to let you in on completely different way to view the way your “Ideal Customer” makes
every single decision.
Once you know this, take it inside and own it, you’ll never prospect or serve your clients the same way
again. Ever.
You’re about to get a super advanced revelation wrapped inside everyday language. Even if you’re a psychologist, therapist or NLP Certified practitioner, I’m confident you’ll appreciate this on some level.
After I rose today at around 10:30 A.M, I went to start my morning routine of Neti Potting my face (for
those who don’t know what a Neti Pot is, it’s a mini teapot looking thing you use to cleanse your nostrils by
pouring water into one of your nose honkers and letting the water run out the other side. Think of it as
going to pool at your sink) and while doing so, I was listening to some nourishing brain food.
And it hit me. I needed to tell you about what I was hearing so you’d never make the mistake of being
disconnected from what drives your “Ideal Customers”… you know, the people that’ve made it possible for
you to become accustomed to the standards of living you have now and can bust open any gorgeous future
vision of where you’d like to be someday.
In memory of my lead footed mom who used to tell my brother while driving, when he was a baby, “Hold
on to your Pampers, Sean”, I tell you, “Hold on to your skibbies” because here we go…
Domestication & The Dream of the Planet
The Truth About The Software Running Every…
323
What your ideal customers are seeing and hearing right now is nothing but a dream.
They’re dreaming right now in this moment. They’re dreaming with a brain even while awake. Dreaming
is the main function of the mind. And the mind dreams 24 hours a day.
It dreams when the brain is awake and it also dreams when the brain is asleep. The difference is that when
the brain is awake there is a material frame that makes us perceive things in a linear way.
When your ideal customers go to sleep, they do not have the frame. And the dream has the tendency to
change constantly. Humans are dreaming all the time.
Before your ideal customers were born the humans before them created a big outside dream
We’ll call this “Society’s Dream” or the “Dream of the Planet”.
The “Dream of the Planet” is the collective dream of billions of smaller personal dreams. Which together
create a dream of a family, a dream of a community a dream of a city, a dream of a country and finally, a
dream of the whole humanity.
The “Dream of the Planet” includes all of society’s rules, it’s beliefs, it’s laws, it’s religion, it’s different cultures and ways to be, it’s governments, schools, social events and holidays.
Your ideal customers are born with a capacity to learn how to dream. And the humans who lived before
them teach them how to dream the way society dreams.
The outside dream has so many rules that when a new human is born, we hook the child’s attention and
introduce these rules into his or her mind. The outside dream uses mom and dad, the schools and religion
to teach us how to dream.
Attention is the ability we have to discriminate and to focus only on that which we want to perceive. We
can perceive millions of things simultaneously but using our attention, we can hold whatever we want to
perceive within the foreground of our mind.
We’re Basically Brainwashed
The adult’s around your ideal customer hooked their attention and put information into our minds
through repetition. That is the way we learned everything we know. By using our attention we learned a
whole reality… a whole dream.
They learned how to behave in society. What to believe and what not to believe. What is acceptable and
what isn’t acceptable. What is good and what is bad. What is beautiful and what is ugly. What is right and
what is wrong.
It was all there already. All that knowledge, all those rules and concepts about how to behave in the world.
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When your ideal customers were in school, they sat in their little chair and put their attention on what the
teacher was teaching them. When they went to church they put their attention on to what the priest or
minister was telling them.
It’s the same dynamic with mom and dad, brother and sisters because they were all trying to hook their
attention. They also learned to hook the attention of other humans. And they develop the need for attention which can become very competitive.
Children compete for the attention of their parents, their teachers, their friends. “Look at me, look what I’m
doing. Hey, I’m here.”
The need for attention becomes very strong. And continues into adulthood. The outside dream hooks our
attention and teaches us what to believe beginning with the language that we speak.
Language is the code for understanding communication between humans. Every letter, every word, in each
language is an agreement. Once we understand the code, our attention is hooked and the energy is transferred from one person to another.
It was not your ideal customers choice to speak English. They didn’t choose their religion or their moral
values. They were already there before they were born.
They never had the opportunity to choose what to believe or not to believe. They never chose even the
smallest of these agreements. They didn’t even choose their own name.
Our Mental Software, Our Most Valuable Asset, is Pre-Selected For Us
As children they didn’t have the opportunity to choose their own beliefs but they agreed with the information that was passed to them from the dream of the planet via other humans. The only way to store information is by agreement.
The outside dream may hook their attention but if they don’t agree with it, they don’t store that information. As soon as they agree, they believe it and this is called faith. To have faith is to believe unconditionally.
That’s how your ideal customers learn as children. Children believe everything adults say. They agree with
them and their faith is so strong that the belief system controls their whole dream of life.
They didn’t choose these beliefs and they may have rebelled against them but they were not strong enough
to win the rebellion. The result is surrender to the beliefs. The power of agreement.
Your Ideal Customers Are Trained Just Like Dogs
I call this process the domestication of humans.And through this domestication your ideal customers
learn how to live and how to dream.
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In human domestication the information from the outside dream is conveyed to the inside dream creating
their whole belief system.
First the child is taught the names of things, mom, dad, milk, bottle. Day by day at home, school, church
and from television we are told how to live, what kind of behavior is acceptable.
The outside dream teaches us how to be a human. We have a whole concept of what a woman is and what a
man is and we also learn to judge. We judge ourselves, we judge other people, we judge the neighbors.
Children are domesticated the same way we domesticate a dog, a cat or any other animal. In order to teach
a dog we punish the dog. And we give it rewards.
We train our children whom we love so much, the same way we train any other domesticated animal, with
the same system of punishment and reward. We’re told “You’re a good boy” or “You’re a good girl” when
they do what mom & dad want us to do.
When they don’t, they are a “Bad Girl” or a “Bad Boy.
Your Ideal Customers Are Ruled With An Iron Mental Fist
When they went against the rules, they were punished. When they went along with the rules they got a
reward. They were punished many times a day and they were also rewarded many times a day.
Soon they became afraid of being punished and also afraid of not receiving the reward. The reward is the
attention we got from our parents or from other people like siblings, teachers and friends.
Your ideal customer soon develop a need to hook other peoples attention in order to get the reward.
Why Are Your Ideal Customers Professional Actors?
The reward feels good and they keep doing what others want them to do in order to get the reward. With
that fear of being punished and that fear of not getting the reward they start pretending to be something
they are not. Just to please others. Just to be good enough for someone else.
They try to please mom & dad. They try to please the teachers at school. They try to please the church and
so they start acting. They pretend to be what they are not because they afraid of being rejected.
The fear of being rejected becomes the fear of not being good enough.
Eventually they become someone they are not. They become a copy of momma’s beliefs, daddy’s beliefs,
society’s beliefs, and religions beliefs.
They Get Their Spirit Crushed Under The Jack Boot of Ignorance
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All their normal tendencies are lost in the process of domestication. And when they’re old enough for their
mind to understand, they learn the word no.
The adults say “Don’t do this” and “Don’t do that”. Your ideal customers rebel and say no because they are
defending their freedom. They want to be themselves but they are very little and the adults are big and
strong.
After a certain time they’re afraid because they know that every time they do something wrong, they’re
going to be punished.
The domestication is so strong that at a certain point in our life your ideal customer no longer needs
anyone to domesticate them. They don’t need mom or dad, the school or the church to domesticate them.
They’re so well trained that they are their own domesticator. They are an auto-domesticated animal. They
can now domesticate themselves according to the same belief system they were given and using the same
system of punishment and reward.
Your ideal prospects punish themselves when they don’t follow the rules according to their belief system.
They reward themselves when they are a “Good Boy” or the “Good Girl”.
Play By Our Rules And No One Gets Hurt (Yeah, Right)
Just as the government has a book of laws that rule the society’s dream, our belief system is the book of laws
that rules their mind.
Without question, whatever is in that book of law is their truth. They base all of their judgments according
to the book of law. Even if these judgments go against their own inner nature.
Even moral laws like the ten commandments are programmed into your ideal customers mind in the
process of domestication.
One by one all of these agreements go into the book of law and these agreements rule their personal
dreams.
There’s something in their mind that judges everybody and everything. Including the weather, the dog, the
cat, everything. The inner judge uses what is in their book of law to judge everything they do and don’t do.
Everything they think and don’t think. And everything they feel and don’t feel.
Everything lives under the tyranny of this judge.
Every time your ideal customer does something that goes against the book of law, the judge says they are
guilty. They need to be punished. They should be ashamed.
This happens many times a day. Day after day. For all the years of their lives.
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Why Telling People Their Problems Aren’t Their Fault Works So Well
There’s another part of them that receives the judgments and this part is called the victim.
The victim carries the blame, the guilt, and the shame.
It’s the part of your ideal customer that says “Poor Me, I’m not good enough. I’m not intelligent enough.
I’m not attractive enough. I’m not worthy enough. Poor Me.” The big judge agrees and says “Yes, you’re
not good enough.”
And this is all based on a belief system that your ideal customer never chose to believe.
These beliefs are so strong that even years later when they’re exposed to new concepts and try to make their
own decisions, they find that these beliefs still control their lives.
Your Ideal Customers Gut Feelings Exposed
Whatever goes against the book of law will make them feel a funny sensation in their gut and it’s called fear.
Breaking the rules in the book of law opens your ideal customer’s emotional wounds and their reaction is to
create an emotional poison because even if the book of law is wrong, it makes them feel safe.
Anything that challenges what they believe is going to make them feel unsafe.
That is why they need a great deal of courage to challenge their own beliefs because even if they knew they
didn’t choose all these beliefs it’s also true that we agreed to all of them.
The agreement is so strong that even if we understand the concept of it not being true, they feel the blame,
the guilt, and the shame as it occurs as we go against these rules.
All these rules exist in your ideal customers mind, they believe them. And the judge inside them bases
everything on these rules. The judge decrees and victim suffers the guilt and punishment.
We’re The Only Ones…
But who says there is justice in this dream. True justice is paying only once for each mistake. True injustice
is paying more than once for each mistake. How many times does your ideal customer pay for one mistake?
The answer is thousands of times. The human is the only animal on earth that pays a thousand times for
the same mistake. The rest of the animals pay once for every mistake they make. Not us. Your ideal customer has a powerful memory. They make a mistake and they judge themselves, they find themselves guilty
and they punish themselves.
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If justice exists, and that was enough, they don’t need to do it again. But every time they remember, they
judge themselves again. They are guilty again. And they punish themselves again and again and again.
If your ideal customer has a wife or a husband he or she also reminds them of their mistakes so they can
judge themselves again. Punish themselves again. And find themselves guilty again. Is this fair?
How many times do your ideal customers make their spouse, their children or their parents pay for the
same mistake?
Every time they remember the mistake, they blame them again and send them all the emotional poison that
we feel at the injustice. And we make them pay again for the same mistake. Is that justice?
The judge in the mind is wrong. Because the belief system, the book of law is wrong.
What If Almost Everything Your Ideal Customers Knew Was Bullshit?
The whole dream is based on false law. 95% of the beliefs your ideal customer has stored in their mind are
nothing but lies. And they suffer because they believe all these lies.
In the dream of the planet, it is normal for humans to suffer, to live in fear and to create emotional dramas.
The outside dream is not a pleasant dream. It is a dream of violence. A dream of fear. A dream of war. A
dream of injustice.
The Personal Dream of Humans Will Vary…
But Globally, it’s Mostly a Nightmare
If we look at human society we see a place so difficult to live in because it is ruled by fear.
Throughout the world we see humans suffering. Anger, revenge, addictions, violence in the streets and tremendous injustice. It may exist at different levels, in different countries around the world but fear is controlling the outside dream.
If we compare the dream of human society with a description of Hell that religions
all around the world have fabricated, we find they are EXACTLY the same
Religions say that Hell is a place of punishment, a place of fear, pain, suffering. A place where the fire burns
you. Fire is generated by emotions that come when you fear. Whenever your ideal customers feel anger,
jealously, envy or hate they experience a fire burning within them.
They are living in a dream of Hell.
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If you consider Hell as a state of mind, then Hell is all around us. Others may warn your ideal customer
that if they don’t do what they say they should do, they will go to Hell.
Bad News. We’re Already In Hell.
Even the people who tell them that. No human can condemn another to Hell because we’re already there.
Others can put us into a deeperHell, true. But only if we allow this to happen.
Every human has his or her own personal dream. And just like the society dream, it is often ruled by fear.
Your ideal customer learns to dream Hell in their own life in their personal dream. And the same fears
manifest in different ways for each person of course, but they experience anger, jealously, hate, envy and
other negative emotions.
Their personal dream can also become an ongoing nightmare where they suffer and live in a state of fear.
But your ideal prospect doesn’t need to dream a nightmare.
It is possible to enjoy a pleasant dream
All of humanity is searching for truth, justice, and beauty. We are on an eternal search for the truth because
we only believe in the lies we have stored in our minds. We’re searching for justice because in the belief
system we have, there is no justice.
Your ideal prospects search for beauty because it doesn’t matter how beautiful a person is, they don’t
believe that person has beauty. They keep searching and searching when everything is already within
them. There is no truth to find.
Wherever they turn their heads all they see is the truth. But with the agreements and beliefs they have
stored in their mind, they have no eyes for this truth. They don’t see the truth because they are blind.
What blinds your ideal prospects are all the false beliefs they have in their mind. They have the need to be
right and to make others wrong. They trust what they believe and their beliefs set them up for suffering.
It is if they live in the middle of a fog that doesn’t let them see any further than their own nose. This fog is
their personal dream of life. Everything they believe about themselves and the world, all the concepts they
have about what they are, all the agreements they’ve made with others, with themselves and even with god.
The Toltecs called this fog a Metote. A Metote can be compared to a huge marketplace where thousands of
people are talking at the same time and nobody understands each other. This is the condition of the human
mind. A big Metote. And with that big Metote, your ideal customer can’t see who they really are.
In India they call the Metote, Mya, which means illusion. It’s the personality’s notion of “I am”. And your
ideal customer cannot see who they truly are. They cannot see they are not free. That is why humans resist
life.
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To Be Alive is the Biggest Fear Humans Have
Death is not the biggest fear we have. Our biggest fear is taking the risk to be alive and to express what we
really are. Just being themselves is the biggest fear of humans.
Your ideal customer has lived their lives trying to satisfy other peoples demands. They’ve learned to live by
other people’s point of view because of the fear of not being accepted and of not being good enough to
someone else.
During the process of domestication they form an image of what perfection is in order to try to become
good enough, in order to be accepted by everybody. They especially try to please the ones who love them
like mom & dad, big brothers & sisters, priests & teachers.
Trying to be good enough for them, they create an image of perfection but they don’t fit this image.
They create the image but the image is not real. They are never going to be perfect in this point of view.
Never. Not being perfect, your ideal prospects reject themselves and the level of self-rejection depends on
how effective the adults were in breaking their integrity.
After domestication, it is no longer about being good enough for anybody else.
Your ideal customers feel they aren’t good enough for themselves.
Because they don’t fit with their own image of perfection. Your ideal prospects cannot forgive themselves
for not being what they wish to be. Or rather, what they believe they should be.
They cannot forgive themselves for not being perfect.
They know they’re not what they’re supposed to be and so they feel false, frustrated, and dishonest. They
try to hide themselves and pretend to be what they are not.
The result is that they feel un-authentic and wear social masks to keep others from noticing this. They’re so
afraid someone else will notice they are not what they pretend to be that they judge others according to
perfection as well.
And naturally they fall short of their expectations.
Your ideal customers dishonor themselves just to please other people.
They even do harm to their physical bodies just to be accepted by others. You see teenagers taking drugs
just to avoid being rejected by other teenagers. They are not aware that they must accept themselves before
anyone else will.
They reject themselves because they are not what they pretend to be.
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They wish to be a certain way but they are not. And for this, they carry shame and guilt. Humans punish
themselves endlessly for not being what they believe they should be. They become very self abusive and
they use other people to abuse themselves as well.
No One Abuses Your Ideal Customers As Much As They Abuse Themselves
And it’s the judge the victim and the belief system that make them do this. True, we find people who say
their husband or wife or mother or father abused them. But you know we abuse ourselves much more than
that.
The way they judge themselves is the worst judge that ever existed. If they make a mistake in front of
people, they try to deny the mistake and cover it up. But as soon as they’re alone, the judge becomes so
strong, the guilt is so strong and they feel stupid or bad or unworthy.
In their whole life, nobody has abused your Ideal Customer more than they have abused themselves. And
the limit of their self abuse is exactly the limit they will tolerate from someone else.
If someone abuses them a little more than they abuse themselves, they’ll walk away from that person. But if
someone abuses them a little less than they abuse themselves, they’ll probably stay in the relationship and
tolerate it endlessly.
If your ideal customer abuses themselves very badly, they can even tolerate someone who
beats them up, humiliates them and treats them like dirt. Why?
Because in their belief system they say, “I deserve it. This person is doing me a favor by being with me. I’m
not worthy of love and respect. I’m not good enough.”
They have the need to be accepted and be loved by others but they cannot accept and love themselves. The
more self-love they have, the less they’ll experience self abuse.
Self abuse comes from self rejection. And self rejection comes from what it means to be perfect and never
measuring up to that ideal. Their image of perfection is the reason they reject themselves. It’s why they
don’t accept themselves they way they are and why they don’t accept others the way they are.
There are thousands of agreements your ideal customer has made with themselves and with other people,
with their dream of life, with god, with society, with their parents, with their spouse, with their children.
But the most important agreements are the ones they made with themselves.
And in these agreements, they tell themselves who they are, what they feel, what they believe, and how to
behave.
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The result is what you call their personality. In these agreements they say “This is what I am, This is what I
believe. I can do certain things and some things I cannot do. This is reality and that is fantasy. This is
possible, that is impossible.”
One single agreement is not so much of a problem, but your ideal customers have many agreements that
make them suffer, that make them fail in life.
If they want to live a life of fulfillment and joy they have to find the courage to break those agreements that
are fear based and claim your personal power. The agreements that come from fear require them to expend
a lot of energy.
But the agreements that come from love, help them to conserve energy and even gain extra energy.
Each of your ideal customers is born with a certain amount of personal power that they re-build every day
after they rest. Unfortunately they spend all their personal power, first to create all these agreements and
then to keep all of them.
Their personal power is dissipated by all the agreements they have created and the result is that they feel
powerless. They have just enough power to survive each day because most of it is used to keep the agreements that trap us in the dream of the planet.
How Can Your Ideal Customer Change The Entire Dream of Their Life When They Have No Power
To Even Change The Smallest Agreement?
If they can see that agreements rule all of their life and they don’t like the dream of their life, we can help
them change it.
—————————————————————————————————————————————————————
I’ve culled this entire passage from one of my favorite books I’ve come across in a very long time, called
“The Four Agreements” by Don Miguel Ruiz.
If what you’ve read has been to your liking I’m sure you’ll love the rest of the book. I can’t recommend it
highly enough.
For me, this was more valuable than looking at Maslow’s hierarchy of needs or John Caples list of desires
people have.
Obviously, in this passage I exchange the word “you” for your “ideal customer” so you’d see how once you
step out of your own world and think about what people you’re attempting to influence are going through
on a day to day, hour to hour, minute to minute basis… you can shut down any of your amateur “hey look
at me” marketing, step into the big leagues and start talking to what really matters in your ideal customer’s
life…
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…their feelings about what you can potentially do for them.
Talk to you again soon,
Note Taking Nerd #2
P.S. Remember… I’ve decided to commit to spending at least One Hour of my time responding to any
thoughtful question or comments made about posts I’ve written. I’m not perfect yet and after spending
hours writing this I’ve had to leave some stuff out. So feel free to point out anything I wasn’t crystal clear
on. What you say might exhaust the whole hour (if you’ve seen my responses in previous posts you’ll see I
don’t wimp out here). And, if it’s of the ” ‘Great’ or ‘Shitty’ post” type, it may not warrant any further
elaboration but yet will be oh so appreciated. I’m here for you and I’d love to hear your voice. Just let me
know what you have a question about in today’s topic. The doors open so go on ahead and deepen our
relationship today by coming on in and talking to me.
P.P.S. Business is nothing but psychology & math. Knowing this, Dan Kennedy makes sure he uses 31 specific tactics pertaining to the nuturing of the mental state of his ideal customer every time any word comes
out of his mouth in a speech or onto a keyboard. He credits this 31 point checklist as the reason why people
are on a waiting list to give him $15,000.00 a year to be in his coaching group. CLICK HERE and you’ll find
the secret to his success.
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CHA PTE R 8 2
Manifesto To Myself!
MANIFESTO TO MYSELF
The Chief Nerd
Inspired by Dan Kennedy, Matt Furey, Chris Hunsicker, Robert Ringer, and Jeff Paul
Below is a summation of some of the best Phylosophy of Life i’d came up with as of a few years back.
I think this little article contains some amazing stuff.
enjoy.
This is not a manifesto about the great things I’ve done or will do. It’s a letter to me about what I know to be
the “Truth” in life. It’s a wake – up call to myself. An inspiration that should be a catalyst of change.
I have always believed that the difference between success and failure – in any area – is not nearly as great as
most people might suspect. As the famous consult, Jim Rohn, has said, “Success is practicing about a half
dozen things over and over again”. In other words practicing certain success habits that are based on
common sense.
With this in mind, here are some of the key factors in success. All these pillars of success must work in
conjunction with the Master Key to success. This is the one thing that has hurt me more than anything.
What is it? TAKING ACTION!
PILLAR NUMBER ONE: NOTHING HAPPENS UNTIL SOMETHING MOVES
“Nothing happens until something moves” are the words of the greatest scientist mind of the twentieth century, Albert Einstein.
While his observation is an indisputable fact, there is no doubt in my mind that it applies to all other
aspects of life, not just Science. Ideas, preparation, knowledge, and wisdom are all but useless without
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action, because action is the starting point of any and all progress. In other words an Idea by itself has no
intrinsic value.
I can assure you that many people thought of an operating system for computers before Bill Gates did an
online superstore before Jeff Bezos, or overnight delivery before Fred Smith. A lot of people could have
done a lot of things but did not take action. These great minds took the necessary step for success that very
few ever take – ACTION!
As I have narrowed my obsession with this thing called success it’s never been more apparent to me that
the very essence of life is action. Inertia is anti-life.
Here is an enlightened and motivating parable about the importance of action.
Every morning in Africa, a gazelle wakes up, it knows that
It must run faster than the fastest lion or it will be killed.
Every morning in Africa, a lion wakes up. It knows that It
must run faster than the slowest gazelle or it will starve.
It doesn’t matter whether you’re a lion or a gazelle; when
The sun comes up, you had better start running.
As human beings, we find that we, too, had better start running at the crack of dawn. The worst feeling in
life is knowing this very fact and not acting on it. I’ve suffered from this delusion that I could skip this basic
rule of life. I suspect other’s have as well and I urge everyone to understand that this is the essence of failure
and success. A stress – free life sound nice in theory. However, life is a struggle by nature. Sitting around the
house doing nothing feels good for the moment, but there is an inherent urgency too life. For one thing, life
is finite, and you don’t even have the advantage of knowing when your supply of time will run out. I’m
feeling my mortality more than ever. I’ve wasted this precious resource as If I were going to live forever.
There are two basic kinds of actions. One is Proaction, which put you on the offensive and in control. The
other is reaction, which puts you on the defensive and relegates you to a position of weakness at all times.
Inaction often yields consequences by default. Nothing happens until something moves, so if you wait for
something, or someone, to act on you, you likely will be unable to control the consequences and generally
are not please with the results.
Homeostasis is the tendency to live with existing conditions and avoiding change. This is ironic because the
only constant in life and the universe is change. However, with this glaring me in the face I’m still stubborn
enough at times too believe I can overcome this. The weather, law, economy, and your age change every
second of every day. We justify not changing and remaining in this state with the famous “someday” lines.
At times I think I’ve believed in the fantasy of someday and the story of the moving train. The story
states that some people believe that they are on a train and that it is constantly moving in the direction of
their dreams. They believe that regardless of circumstances that by chance or destiny they will arrive and
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people will line the streets with banners and applause. Nice thought but pure fantasy. There is no station.
The perfect moment never arrives and the train never arrives to pick us up. We have to create our own way
through what Tony Robbins, calls massive action.
The best day to take action is today! If you’re waiting for everything to be right before moving forward
then you have the fool proof excuse for failure. Perfectionist are often worse off then people who do
nothing at all. They do a lot but never get out of the starting gate. I’m not sure where I heard it. Maybe in
the Art of War, but someone once said “A warrior lives by acting, not by thinking about acting, nor by
thinking about what he will do when he has finished his first action, a warrior lives in the now”.
Do not sit and wait for the Grand Slam or the Home Runs. Success comes in the singles and doubles every
single day. Life is the sum total of many successful years; a successful year is the sum total of many successful months; a successful month is the sum total of many successful weeks; a successful week is the sum
total of many successful days; and so on with days, hours, minutes, and seconds.
JOIN ME, THE CHIEF NERD, IN MY CREATING THE ULTIMATE YOU PROGRAM
PILLAR NUMBER TWO: GOD HELPS THOSE WHO HELP THEMSELVES
To discuss the concept of God is a futile matter at best when talking with others. Since everyone has different views on the subject it’s guaranteed to cause a lot of anger. The truth is that the majority of the population is not rational when it comes to discussing God.
Though I am well aware that too do any justice to this most important subject would require thousands of
pages, I ask you to indulge me as I attempt to abridge my own thoughts in a matter of a few pages or paragraphs.
There are people that believe in absolutely nothing, some believe their fate and destiny is pre-determined
and out of their control, some believe that human beings are in total control of their destiny, and on and on.
As the years have passed, I have become increasingly impressed with two things. The first is the remarkable
capacity I possess to determine the outcomes of my life and secondly the ability to bring outside forces into
my life at just the right time just by taking action. The bolder and more precise my vision, the more powerful these actions seem to be. If I believe that I have the power to play a major role in controlling my own
destiny, then logic would dictate that I also have a power source. Some people refer to this power source as
“God,” “Allah”, and a variety of other names. Because I have no explanation for this power source, I choose
to refer to it as the Grand Architect. I do believe the Grand Architect predetermines some events but not all.
And because I possess free will, I can make choices that alter those events. In religion this is called “free
will” and the debate on this will go on until human cease to exist.
Why the Grand Architect intervenes in some events yet leaves others to our own free will probably always
remain a mystery to me. I would suggest that you not spend a lot of time worrying about which things are
predetermined, I would suggest that you not spend a lot of time worrying about which things are inevitable
and which things are within your control. It makes much more sense to me to just pitch in and help the
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Grand Architect work his wonders – from this comes the saying, “God helps those who help themselves.”
Or “God helps those who take action”. I believe the Big Guy IN the SKY or whatever you want to call him is
always right here next too us waiting for us to do are part, and then he always comes through on his end.
I Am Going To Be Sharing All The Secrets I’ve Learned For Creating the Ultimate You Here…Click
Now
PILLAR NUMBER THREE: THE LAW OF AVERAGES
The Grand Architect has blessed us with a powerful universal principle hat provides an accurate method for
projecting results. The principle I’m referring too is often call the Law of Averages and like other universal
principles it never fails to work.
This law is passive in nature; it’s not driven by action. It just sits invisibly in our background and operates
without us even knowing. Insurance uses this to compile accurate assumptions, sports teams use it, and of
course Casinos use to make a fortune.
However, the more action you take, the better the Law of Averages will work for you.
If I were to sum up what I believe to be the Sacred Rule of Success it would be to ASK. Yes that simple. Ask,
then ask again, then ask again, …..
So too sum this up I will add one thing. You must also factor in Time when using the Law of Averages. You
must always make sure that the actions you are taking are paying you in a sum that is what you desire. If
you are using the Law of Averages in your selling career and making as many sales calls as possible but not
making the income you desire, then you must apply the Law of Averages to another activity that will.
PILLAR NUMBER FOUR: ACTION PRODUCES AN ENLIGHTENED STATE WHICH LEADS TO
EVEN GREATER SUCCESS
When you take action it produces an expanded mental paradigm which leads you to the people and things
you need to grow to even greater level of success. By constantly taking massive action and bolder steps you
will inevitably surround yourself with better people, knowledge, and opportunity. This leads you to think
beyond your normal system of thinking and beliefs and taps into the infinite intelligence of the universe.
This is nothing more then the term “thinking outside the box”. When you expand your mind and associations, your mind is open to new ideas, new concepts, and new possibilities. A rigid mental paradigm
equates to what Jim Rohn calls “Rickets of the Mind” or a closed mind or dead universe of intelligence. In
this state nothing can be changed. We must constantly be challenging our own beliefs and philosophy to
grow. Growth is the essence of life.
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When you are growing and learning, the atoms in your body and brain are vibrating at an enormously high
speed, which often results in what some people call “coincidences” or “luck”. This heightened state of
awareness often produces the people, things, and circumstances you need to accomplish your dreams and
goals.
Finally once you take action and this phenomenon takes place you develop momentum and power. We see
the effects of momentum in sporting events all the time. However, as I have learned all to well, momentum
usually stops much faster then it began. So it is important to maintain this momentum once you have
began.
I can say without a doubt through observation, reading, and my own life that the success cycle starts with
action, which leads to more intelligence, which creates coincidences, that all lead to power and momentum
which leads to motivation and motivation leads to more action. There you have it. The Ultimate Success
Formula.
If You’d Like To Stop The One Thing That’s Holding You Back From Your Dreams Click Here Now
THE SEARCH FOR THE TRUTH
With every action comes a result. Simple but profound. A person who refused to work and goes on welfare
gets a result. A person who is rude gets a result. A bank robber gets a result. But these are not the kinds of
result I want to get. What I’m after is positive results. I’ve tried every kind of action possible and spent a
whole bunch of my life trying to cut corners but in the end Truth has hit me square in the face. Truth based
actions will lead to lasting results. Delusion and false premises lead to negative results.
While I believe the whole world is losing its collective head, I’m still trying to live my life searching for the
truth. Truth is the foundation for rational thought and action.
Unfortunately lies, deceit, and falsehoods are winning the war in our society. Truth is not an easy thing to
live. For one thing most people will hate you for it.
The foundational principle of the universe is that Action Have Consequences. Most people including
myself convince themselves that their actions may not have a consequence. This is only a fool’s game. Why
else would someone drive intoxicated? Or commit crimes? In the end you can’t escape reality. Universal
Principles do not care whether you had good intentions either. If you have good intentions but violate
truth, you tend to get bad results. Good intentions mixed with ignorance is a tragic mix. This is why it is so
important to continue to grow and learn. The world is changing and what may be truth today may not be
tomorrow.
What causes perceptions, false truth, and wrong conclusions are flawed conditioning, false premises, false
beliefs, and false assumptions. Unfortunately the majority of false conditioning is learned in childhood and
carried through life.
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This leads me to a story I once read about two tribes that lived on a small Island. They were coming up on
their annual sacred holiday. This time of year usually resulted in a war and many deaths over the way the
ceremony was to take place. One tribe believed that it had to take place at exactly noon and 5 virgins must
be sacrificed. The other tribe believed that it had to take place at exactly midnight and 7 virgins must be
sacrificed.
Both tribes are passionate. The tribes are divided. They call a peace meeting and you find the two tribes
inside a hut looking at ancient drawings of this ritual arguing over what is to be done. Imagine that you are
there and they both turn to you and ask you to cast the final vote as too how the ritual must be done.
What do you say? Obviously, you don’t think the virgins should be killed at all, but how can you possibly
make them see that the error is in their perceptions and beliefs? They have been hypnotized from birth to
believe in this ritual.
While this may sound stupid or like a crazy story, in truth you and I have been cast ashore on just an Island.
On a global scale billions of people are engaged in a bitter debate, whose belief systems vary wildly.
On a personal level your personal search for the truth and success should be paved with correct premises
and assumptions. This will ensure long term success.
DO NOT FALL PRAY TO THE TWISTING OF TRUTH
Politicians and our own government are notoriously known to twist the truth. I am not in any way anti –
America or anti – government. I love this country and know that this country is 100 times better than any
other alternative. However, that being said I’m also a realist. While politicians work hard to try and make us
believe they are acting in our own self interest, their real purpose is too achieve their own objectives most of
the time.
Such lies condition our minds and lead us to false premises, which are cemented into place by television,
our education system, etc… To the extent we all truth twisting to impact our thinking, we are less likely to
do anything to change our lives.
Through the magic of slow progression, government has succeeded in getting people to accept a wide range
of false – often laughable – premises. A classic example of this is the notion that the president not only has
the power, but the ability to “create jobs” and “get the economy moving”. This explains why a majority of
people felt it was in their best interest to overlook Bill Clintons dishonest behavior. They truly believe he
was responsible for the economic boom in the United States.
In reality of course, the president can do nothing to positively affect the economy other than try to get the
government out of the economy. In reality thousands of hi-tech entrepreneurs produced the booming
economy of the nineties and created millions of jobs. In reality, Apples Steve Jobs and Microsoft’s Bill Gates
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have created more legitimate jobs than all U.S. Presidents in history combined. In fact if you own a hot dog
stand you probably have created more legitimate jobs then all U.S. Presidents combined. Why? Because a
government created job is usually forced upon a company and takes the job of a much more qualified
employee. This however is another topic that would take many more pages to debate.
The message of the movie The Manchurian Candidate is that evil – intentioned human beings can capture
the thinking of other human beings and direct them to take actions that violate their personal moral codes.
Depending on how broadly you wish to interpret brain washing, it can include mind – dulling advertising
to cult – leaders.
Beer commercials, for example, seem to want us to believe that if men will just drink more beer, they can
spend the remainder of their lives playing volley ball on the beach surrounded by beautiful naked women.
Fast food ads appear to be telling us that if we eat more of their fat laden foods and feed this too our children as well, we will be giddy and happy and we should not be concerned with little matters such as heart
disease, diabetes, and cancer. I’m not even sure what the majority of automobile ads are trying to tell us.
Don’t even begin to get me started on television. Just one example is the hugely successful sitcom the
Simpson. Are you kidding me? This program only goes to show how stupid America really is. It only succeeds in making people feel better about their pathetic lives. It appeals to the lowest common denominator
in human intelligence. It succeeds in persuading people to be lazy, ignorant, and shortsighted and feel good
about it. I AM ALL THIS AND MORE AT TIMES BUT I DO NOT ALLOW MYSELF TO WATCH OR
PARTICIPATE IN ACTIVITIES THAT TRY AND MAKE ME FEEL BETTER ABOUT MY WRONG
ACTIONS.
Rational action and brainwashing are at the opposite ends of the self – determination spectrum. Rational
action requires, first and foremost, that a person be in control of his mind. To the extent that someone or
something else does your thinking for you – whether it is television, commentators, politicians, or leaders –
you are likely to take actions based on someone else’s interest rather than your own. Our greatest gift as
human beings is the ability to learn, think for ourselves, and act. We are not dogs even though some people
act as if they were.
LEARN TO LOVE THE TRUTH
Most people do not understand nor want to know what the truth is. This is the central theme of everything
I’m trying to teach myself and others. Most people try to make true that which they love. To have lasting
success and peace of mind you must learn to set aside your desires and not twist truth to achieve them. You
must always succumb to reality. To put this another way is to day that your commitment to truth must be
greater than your desire to make your dreams and goals come true.
Truth can often be harsh and painful. The reality is that our nervous systems are hardwired to gravitate
toward less pain and more pleasure. You must learn to put aside short term gain or instant gratification for
that of long term pleasure. I’ve fallen into the trap way too often of not worrying about what’s coming down
the road; just to feel good today. The reality is that we have to be willing to experience the discomfort often
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associated with truth if our objective is to take rational actions that will lead to solving the problems we
have caused by not following truth.
The failure to follow truth is why you and I have such a fun time shooting messengers. Messengers are the
bad guys or coincidences that deliver us the truth of our actions. We try to kick all those people and consequences aside and crawl over them, but in the end truth always finds a way to deliver its consequences.
Some people call this Karma. The consequences of ignoring truth can be severe. The greater the length and
repression of truth, the worse the consequences will be. I’m still paying the consequences of ignoring truth
today and have many to be worked on. How many truths are you ignoring?
Just this last week I violated these truth’s, yet expect my life to be better;
I went to a second movie without paying for a ticket as I’ve done numerous times before thinking I would
get away with it. Will I? Absolutely not. I’ve actually tried to make one of my best friends feel bad because
they wouldn’t do it. Great example! What about you?
I told the same movie theatre my girlfriends son was three when he is really four to get him in for free?
What am I teaching him? What about you?
My integrity at stake and life altering examples for a little boy all for $5. Interesting how we fool ourselves.
THE ULTIMATE SELF – DELUSION: IMMORTALITY
Most people do not admit it, but I truly believe that most people believe that they will be the first human
beings to live forever. Why else would someone smoke, take drugs, drink alcohol, or eat a diet loaded with
saturated fat, salt, sugar, and processed foods? I ask myself this question? What about you?
I remember watching a video once and the host asked the audience who was the biggest mass murderer in
history. Most people responded with Adolph Hitler or Joseph Stalin.
“Wrong”, said the host. “The greatest mass murderer in history was Ray Kroc, the founder of McDonald’s.”.
Ruthless dictators use violence. There’s no fun, no clown on television telling them happiness awaits them.
The fast food folks however maintain fun, colorful looking killing machines throughout the world – serving
food weapons that turn people’s bodies into medical time bombs. Cancer, Heart Disease, and Diabetes succeed year after year in killing millions of people.
The sad part is that we blindly herd ourselves into these restaurants day after day knowing what it does to
our bodies. Even more, we happily take our children and feed them biggie size meals and help them develop
the very same habits that will someday kill us. As I’ve said in the beginning I’m writing too myself as much
as anyone and hope this little pep talk leads too action which leads to a better life.
In fairness, don’t blame the fast-food executioners if you should get killed by a deadly burger, taco, or piece
of pizza. They know full well they couldn’t do it without their customer’s willingness to delude themselves.
I’ve been doing this for over 30 years and blame nobody but myself. You probably will not find me joining
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the next law suit accusing McDonald’s of making me obese. I could go on about cigarettes, etc.. but I hope
you get the point. Take some responsibility for your life. Ultimately you must be vigilant when it comes to
eliminating any self – delusions you may be harboring about your own mortality and what you may be
doing to your children, then live accordingly.
IS THERE LIFE ON OTHER PLANETS?
Whether or not you believe in Aliens or UFO intelligence, the evidence for it certainly exists. In fact, I have
long suspected that aliens from another galaxy are walking among us, right here on Planet earth. These
aliens apparently don’t want to kill us; they want only to enslave us to their benefit.
They appear to have organized a conspiracy that includes granting favors to humans who cooperate with
them. The conspiracy revolves around a device whose purpose is to dull our senses and steer us away from
thought that might inspire us to take action. The code word for this incredibly powerful device is
SHITBOX.
We have long referred to this devise as a Television Set.
Some of the more effective Crap that the television networks have created for the aliens includes such
worthwhile offerings as:
Advertisements that would have us believe the three most important words in the English language are
“Hey Beer Man”.
The mindless and debilitating chatter that is standard for daytime television talk shows.
Sitcoms so dumb and asinine they insult the intelligence of a retard in a coma.
Nonstop college and professional sporting events seven days a week 24 hours a day. There are people who
know absolutely nothing about life but know the roster of their favorite team dating back 40 years. And
they are praised for knowing it. What the hell?
Reality TV Shows that are not “reality” at all.
Wrestling that teaches such virtues as swearing, sloth, lying, beating women, etc…
My life is nothing short of a disaster as times, but too the millions of people who are entrapped by this mind
– dulling conspiracy, I feel compelled too offer my unqualified advice. GET A LIFE!!
More specifically, it means getting up out of your chair or bed and saying, “No, I don’t have to flood my
brain with SHIT today. I can devote my time and actions to things that have the potential to better my life
and bank account. I DO HAVE A CHOICE.
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BUT YOUR SHIT BOX is only one of the many mind – deadening temptations that continually beckon
you. There are movies, amusement parks, bars, dance clubs, and trips to the fast food restaurants that are
killing you. There is the DOG SHIT they call music, called rap, that has grabbed the minds of middle and
upper class White American children who now actually believe they have been beat by cops, pulled over for
no reason, and can’t wait to get home and beat on the HO at home.
If any of this sounds at least vaguely familiar to you, it may be time for you to face the truth squarely in the
eye. The truth is that you can’t expect to change your life for the better if you continue to spend more time
on wasted activities then improving yourself and your future. There is nothing wrong with entertainment
and relaxation. As a matter of point, I now believe them to be a must part of your life. The fact that you are
surrounded by brain dead people is no excuse. Step up and have the courage and self – discipline to rise
above the walking dead and start taking action.
THE X – FACTOR IS SELF DISCIPLINE
How many choices do you make a day? 10? 20? 50? 100? …. In reality you make many more decisions than
you could ever imagine. When the alarm clock goes off in the morning. What to eat or not eat for breakfast?
What to wear? To shave or not?
As you can see, most of these choices are not that important overall. But others, such as decisions about
love, your career, making investments, or what to do in your business today can have dramatic effects on
your life. This is why it’s so important to apply self – discipline to your actions. To the extent that your
actions are based on emotion and impulse will determine your level of success. When you allow your decisions to be made out of emotion you are a slave to your emotions.
Regardless of what you think, the fact of the matter is that everything you do throughout the day is based on
choice. Many, if not most, of your choices are made unconsiously. To the extent that you put yourself on
auto pilot and make decisions this way, you are doomed to have bad consequences. By making conscious,
accurate, and rational choices, you dramatically increase your chances of achieving long – term success.
When I say unconsciously, I mean that we don’t make a conscious effort to make rational decisions based
on accurate premises and data. When we operate on impulse, we are acting more like dogs or cats. Regardless, of the dumbing down of society by the mindless TV programming, we do have intellect.
This one understanding is probably the greatest trait and understanding to ingrain into our children,
because a single impulsive action can be fatal or have life long consequences.
Self – Discipline, then, is about restraining your actions and not acting impulsively in favor of taking
rational actions that will produce long term success versus decisions that only bring instant gratification.
This could be the simple action of deciding to wake up every morning at 6:00 versus staying in bed. This
could be not drinking the night before work days or important events even though the “crowd” is doing so.
The most important thing to remember is that whether or not you are in a place you want to be in life is
and has been your choice. You are responsible for everything that has transpired. You have chosen to do
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wrong or right. From this day forward begin to apply rational thought and self – discipline to your daily
actions and watch as your life radically changes.
Long – term thinking is a vital key to taking rational action, because short – term pleasure can be self –
destructive if not weighed against the long – term consequences. For example, you may choose to be
unfaithful, it may bring you short – term pleasure, but the long – term results could mean a lifetime of pain.
Unfortunately, most of the time those actions that provide the greatest amount of immediate pleasure are
the very actions that are most detrimental to our long – term health, happiness, and financial success. This
is why learning to reprogram your mind so that it view long – term success as pleasure is so important.
Anthony Robbins teaches powerful methods but very few people actually take the time to use the technologies he has created in their lives daily.
Be Know as a Good Starter and an Outstanding Finisher
“Do Not Be Known As a Good Starter
But a Poor Finisher”
“Be Known as a Good Starter
and an Outstanding Finisher”
We live in a “Instant Gratification” society. The catch phrases of today are “Six Second Abs”, “Incredible – A Miracle”, “Fast and Easy”, Ect…
The reason so many Goal Achievers do not become Goal Achievers is because of the “This is supposed to be
easy” mentality.
We all set goals. We all fail to meet many of them. Why?
Urgent!
There are FOUR CHALLENGES that we mistakenly assess:
Time: “This is taking longer than I thought It would” or “I don’t have time for this.”
Effort: “This is a lot harder than I thought it would be” or “I’m tired, It’s not worth it.”. This is because we
get caught up in the inspiration and motivation of the moment in the beginning phase of setting the goal
and do not think it through rationally.
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Competing Goals: “I had no idea I would be so busy. I will have to wait until later.”
Maintenance: “After I got in shape, I celebrated by indulging in some of the actions that forced me to set
my goals in the first place. Now, for some unexplained reason, I’m back to where I started. What do I do
now, go I some diet for the rest of my life?”
IT TOOK YOU MANY YEARS TO DEVELOP THE HABITS YOU CURRENTLY HAVE. CHANGING
BEHAVIOR REQUIRES A TREMENDOUS AMOUNT OF SELF WILL AND TIME!
Lasting Leadership and Character Development is a lifelong process. A temporary change in behavior to
“look good” or “feel good” in the short term will only create personal and interpersonal cynicism if you do
not stick with it.
TO ACHIEVE MEANINGFUL GOALS, YOU’LL HAVE TO PAY THE PRICE. NOTHING CAN MAKE
YOU BETTER, UNLESS YOU MAKE THE DECISION TO DO IT YOURSELVE .THE MOTIVATION
MUST COME FROM WITHIN.
Join Me In My Ultimate You Transformation Program By Clicking Here
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CHA PTE R 8 3
How You Can Make Moola With Webinars… Even If You’ve Never
Done One Before
H
ey you,
It’s #2.
Today I’m giving you the notes that I took on Ray Edwards’ (Guy who writes copy for Frank Kern, Armand
Morin and Tony Robbin’s latest launch) & Kirt Christensen’s(Pay Per Click wizard) April 2009 Internet
Marketing Mastermind video on the in’s & outs of producing webinars that serve as extraordinary salesman
multiplied.
I’m taking these notes to go with this weeks “How to Give Valuable Information Away That Simultaneously
Sells” installment of our “Ultra Product Launch” program and I’m making them available as a gift from me
to you.
For anyone who isn’t familiar with what a webinar is, you probably have seen one but maybe didn’t tag it
with that name.
A webinar is just like a teleseminar in that it’s a way give away valuable information to a prospect or customer and while you’ve got their attention, you can or not present a product/service they can avail themselves of to get the full in-depth understanding you didn’t have time to go into with just an hour with them.
With webinars, you don’t need a phone because the people who sign up can hear you through their computer speakers and the added bonus is that they can see a video you put together for them or the power
point presentation you’re going through, on their very own computer screen.
It’s my personal belief that these “Videos” have a higher perceived value than teleseminars in the minds of
potential buyers. Here’s how to do ‘em right…
Here’s the Tools You’ll Need:
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Powerpoint (Less than a $100) or mac version of this – Highly recommended. People are comfortable
with seeing this format. You can insert video or audios into your presentations.
Or… you can use the Slide Decks you get for free inside of Google Docs.
GotoWebinar.com ($97.00 a month) – For everything this site can do, this is an incredible bargain. Gotomeeting is also included with this. That’s the service where everyone is on the same phone line and you as
the moderator can switch around who’s computer screen you see. Mostly used for collaborations or meetings with employees.
With GotoWebinar, people with shitty internet service can call in and listen over the phone and still hear
you.
You can edit and record your events with this service with PC’s, not with Mac as of April 2009. So if you
have a Mac and this is still in effect, you’ll want an associate with a PC to record the event on his computer.
You can use recordedmoments.com to also work around this issue. They’ll record the event & upload it in
whatever format you want to whatever site you want them to. When you go to their site, you’ll see their list
of testimonials is mighty impressive.
The files created by GotoWebinar are wmd files. These aren’t the best for streaming video online so you
want to be able to get them into the Flash (FLV) format. Flash loads fast so people wont be annoyed that
you video keeps stopping or takes forever to start.
The service he uses to convert these videos for Mac is Any Video Converter Pro… http://www.any-videoconverter.com/products/for_video/ .
For PC, the best they’ve found was Allok Software… http://www.alloksoft.com/flv_converter.htm.
You want to convert to FLV because it’s the best format for streaming online.
From here you want to store it here http://aws.amazon.com/s3/ . You want Amazon.com to host your little
bit of video code. Not your website, just the video code.
You can use a program called Easy S3… http://ezs3.com/ to generate this code. This program integrates
with your S3 account to make this process brain dead simple. You go there, select upload, pick a file, pick a
folder to put it into and you hit transfer and it uploads it through your server.
Then you go to the folder it put it on ezs3 and you pick a player to show the video on you site. Then it
shows you the video ready to play and below it is the code that you just copy and paste into your website.
There’s a ton more you can do to customize this but as I’ve explained it is how Kirt went through and made
one. It’s really simple.
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You can also use Camtasia… http://www.techsmith.com/ to capture this video instead of worrying about
converting the video and worrying about wmd format not playing.
Just these having the links to these sites is worth the price of admission and your visit to this post. You won’t
believe how much time & grief these resources are gonna save you.
What To Present on The Webinar
When you’re looking to sell with a webinar, rather than just present, the only difference would be that after
you’ve presented your content there’d be an offer at the end.
Make sure that if your trying to sell, that the title of the webinar and the promise has not only what you’re
teaching but also ties into what you’re selling.
His example: “Zero to Hero: Build a $100k/Year PPC Advertising Biz in 90 Days or Less”
He likes to establish credibility at the start of the presentation… The whole “Why you should pay attention
to me” shtick. Here’s where you show any and everything that makes you an authority on your topic.
YOUR WEBINARS MUST HAVE CONTENT. The last thing you want is for anyone to show up and feel
they’ve been tricked. You should never be ashamed of selling on a webinar but you should be embarrassed
if you don’t offer people any value in the content you provide on your webinar.
Everyone should walk away from your presentation with something of value whether they’ve bought or
not. Make sure you aren’t doing the whole “When you buy my _______ you’ll be able to do this,” bullshit.
Error on the side of giving away too much information.
He believes your last 15-20 minutes of your webinar should be spent on your close. Most people are hesitant to spend that much time doing so because there’s still some part of them that’s afraid of asking people
for money.
The easiest way to get around this fear is to insert as many case studies/testimonials as you can into
your presentation.
Do this at the end when you go into your close. He uses video testimonials he got. You always want some
part of your presentation to have the social proof in it of “Here’s what other people have done with X” in it.
Once you’ve given over an hour of content you’ve earned the right to offer your services. Never cheat the
close. Give at least 15 minutes to talk about what your product or service can do for them.
Important: He takes people through his browser to the order form and explains everything the see there.
Basically reads it because he doesn’t want to leave anything out.
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On his order forms he has two guarantees. One unconditional and one conditional. His conditional is
brilliant. Here it is…
“Get your first 5 paying clients in 90 days, document everything, and let me use your story to promote
the course and I’ll give you your entire investment back as a “Thank You” for helping me with my marketing!”
He’s never had anyone take him up on this even though he’s had people succeed with it. It’s his belief that
once people feel like you’ve given them massive value, they’d feel like a cheapskate asking for their money
back. Almost like they were cheating you.
And most people never get to completion anyway so they don’t qualify but they’re still happy because they
got some result.
Just make sure that if you do this you don’t set the bar too high.
Also they have everything set up to where if someone did qualify and ask for their rebate, they ask them if
because this product worked so well for them if they want their $2,000 back in the form of other products
they sell.
Pretty slick, huh?
Formula: He likes to teach an entire process of how to do something by hand and then sell the automated
way of doing it. This way everyone gets value and understands that faster usually costs money.
Then he makes the transition by saying “How would like to work with me directly and I’ll show you exactly
how to do this… Then he goes into testimonials, then to the offer.
Always do at least an hour of content.
Landing Pages:
GotoWebinar can generate opt-in/registration pages but they suck.
Here’s the sample page he gives to go check out: ppcmanagementtraining.com/sample/
This page is getting between a 50-60% opt-in rate so make sure you save it to model your pages after in
one of your tests.
He likes to use the count down along the top of the page of how many lines are available to lead people into
believing there’s a demand here. You want to adjust this by hand periodically to the real number.
Eric Graham, the conversion doctor designed this page for them so you might want to go look up some of
his product, The Ultimate Conversion Booster.
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He just shot the video on his laptop camera. Likes to use the countdown timer. Make sure your web geek
or you know how to change the one piece of code you need to make sure all this info’s going to the id of
your specific GotoWebinar.
In his form he asks for the phone number and doesn’t require but gives a reason below as to why he wants
it…
“Call me ‘old fashioned’, but I like to follow up with everyone who attends the webinar. I do this to make
sure you get the most out of it & have a chance to answer any questions you have. If you’re open to a brief
follow-up please enter your phone number below.”
He gets tons of numbers by doing this.
What’s cool is that Gotowebinar keeps stats of everything that happened for your call. You get attendee,
registration and performance reports.
What you want to look at is the registration report. You can get the info in html or in excel which is really
cool. Now you can import anyone who registered and didn’t attend who are not already on your list, into
your own list without having to double opt them in.
He uses List Mail Pro to do this… http://www.listmailpro.com/
A service like aweber wants confirmed optins so you can’t import them here.
In GotoWebinar people have the ability to type questions during the event and your attendee report will
show you who asked what question, tells you how long they kept on the main screen, how long they stayed
on.
This webinar is focused on mechanics of what programs to help you make this process easier. The seminar you really want to get your hands on in order to know how to write all the copy and what kind of
copy to write to maximize the money you haul in would be Clayton Makepeace’s “ONLINE PROFIT
MULTIPLIER” program. It amazingly detailed about all the how many times to mail, writing your
webinar script, writing email invites, everything that works for him and what doesn’t. It’s a can’t lose
purchase if you want amazing results from the webinars you host. What’s great about what you’re getting is that none of what’s here was covered in the 12 module course that is Online Profit Multiplier.
He always takes questions in the middle of the call, never at the end when trying to sell. The last thing you
want to do is de-rail your sales process.
Follow Up By Phone
He uses phoneburner.com to export the names and phone numbers. He loads in everyone who attended
the webinar and calls them. Phone burner automates most of this. It automatically dials the numbers and
leaves a message at the push of a button.
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So, you have a pre-recorded voicemail and you have an email that’s going to go out to everyone. The key is
that your voicemail isn’t some long winded deal trying to sell something. You’re simply directing these
people to check their email for the message you sent to them.
When you call and get a v mail you click a button and it leaves you v-mail. When you get someone you just
say the same thing to them and say your sending the same email them because your busy, they’re busy and
it’ll give them more details.
He can do like 200 dials in 2 hours with this system. NO ONE DOES THIS. When’s the last time you
heard from a guru, even if was for less than 2 minutes, after you registered for a webinar and watched it or
not? NEVER.
This works great for him. You can even do the emails through phone burner. It only costs $70.00 bucks a
month for 7 hours a month. What’s cool is you can use your own caller id for this instead of ‘unknown’
You can also import the person’s questions from GotoWebinar. This makes it seem like you’re really
paying attention.
You can even have a virtual assistant do this with a few changes in what they say.
Important: When he talks to someone he stays away from trying to sell. He just asks for feedback about the
webinar and he lets the website do the selling for him.
Alright, that’s it for those notes. What a pain in the ass. This video was jam packed with content. It took
me almost 3 hours to get the notes out of an hour and six minute video. I gotta get faster at typing.
But hey, now I have a documented process and sites for how to get that amazon thingie going along with all
the other cool video converter sites.
I’m going to shoot some hoop.
Talk to you again soon,
Note Taking Nerd #2
P.S. If you want access to the other 2 plus hours of content that made up last nights Ultra Product Launch
module on how to create desirable content to give away to people in order to build their trust in you as a
guru, CLICK HERE
P.P.S. Remember… I’ve decided to commit to spending at least One Hour of my time responding to any
thoughtful question or comments made about posts I’ve written. I’m not perfect yet and after spending
hours writing this I’ve had to leave some stuff out. So feel free to point out anything I wasn’t crystal clear
on. What you say might exhaust the whole hour (if you’ve seen my responses in previous posts you’ll see I
don’t wimp out here). And, if it’s of the ” ‘Great’ or ‘Shitty’ post” type, it may not warrant any further
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elaboration but yet will be oh so appreciated. I’m here for you and I’d love to hear your voice. Just let me
know what you have a question about in today’s topic. The doors open so go on ahead and deepen our
relationship today by coming on in and talking to me.
Share this Post
CHA PTE R 8 4
The 7 Reasons Why Webinars Melt Your Prospects Resistance
H
ey you,
It’s #2.
The insights I’m about to share with you come from one of the finest marketing minds on Planet Earth.
The man who’s genius I’ll be passing on to you today is named Clayton Makepeace.
He’s world re-known as The Highest Paid Living Copywriter. This is a man who’s hauling in over
$100,000.00 a month just from the marketing prowess he weaves in his webinars. And as I’ve mentioned
in previous posts, I believe his ability to produce amazing results comes not from his writing ability but
from his vast marketing intelligence.
The writing is an outpouring of everything he knows about influence. Not about English grammar and
sentence structure mechanics. I’m telling you this because I’m not entirely certain as to whether you feel in
your heart of hearts you’re capable of writing copy that sells.
I’m here to tell you the ‘writing’ part of ‘copywriting’ is the least important factor. It’s the engineering,
the structure of the key points that matter most.
You don’t have to be as witty as Clayton or as prolific as a Danielle Steele selling 580 million copies of her
novels. I just bought one of her books and while reading it let’s just say I’ve been asking only one question
when I think of how many books she’s sold vs. the 65 Million my favorite fiction author, John MacDonald
has and that question is…
Why?
The thought put into her expression of life situations, descriptions of characters and the dialogue don’t even
compare to MacDonalds. While reading this book I could say it’s so basic, not just in language but also
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plot, that a sixth grader could flop from the elementary reading level of Judy Blume directly into this and
feel likes there’s no difference. So far.
I haven’t gotten to any steamy sex scenes yet but I’m betting MacDonald smacks her down there too. As
you can tell, I’m a fan boy of John’s.
Maybe that’s Danielle’s secret. She focuses less on depth and makes sure there’s a structure there any idiot
could follow. This could be said to be the winning formula for writing copy.
You don’t have to be a great writer to sell in print or pixel. Just make sure you follow a structure that allows
people to flow through your promise, your proof, and your proposition without stumbling and you’ll be
fine.
One of the areas of marketing I’ve feared for the longest time was hosting webinars.
I used to tell myself “You can write sales copy but you kinda blank out when you’re put on the spot, like on
the phone or in person. So obviously trying to communicate over the phone while streaming a video for
people might lead to embarrassment.”
And then I saw some guys seminars where they just read the slides word for word and thought “Eccch, I
don’t want to be the slide-reading-guy.”
Not anymore.
I Found The Answer To Never Being Afraid Of What You’d Say On a Webinar
My last post talked a little bit about what to say to influence during a webinar but it was mostly focused on
the mechanical tools to streamline the process.
As I mentioned in that post, Clayton Makepeace’s product called “Online Profit Multiplier” is the ultimate
resource for knowing what to write, when, and how often to make your webinars bring home maximum
dollars.
I looked today at Clayton’s webstore to see how much this program sells for but you can’t even buy it there.
It’s completely off the market.
This is unfortunate for you in an economic turn like this because this program shows you step-by-step
how with minimal resources and a little bit of sweat… you can make some real fuckin’ money.
You can thank Clayton for making this one of the only places available for you to get this information now.
You can’t buy it from him and you maybe, just maybe could scrounge a copy on ebay.
I’ve already started putting the notes together for this program and I can have them ready for sure by the
end of the month.
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The thing is I want to be sure you want these before I mind map the whole 12 module program, transform
it into a word doc, clean up all the errors, highlight, bold and enlarge key points, and then re-transform it
into a snazzy PDF for you.
For all the notes I have that I don’t offer you, I just leave them as mindmaps. Just doing that part is enough
work for me. So, you’ve gotta post below to let me know if I should hit the books or not.
Post a comment below that simply says “I’m in” or email me at [email protected] the same
note and I’ll know whether you’re open to this or not.
Please understand that when you go to Clayton’s webstore and look at his product list… I OWN IT
ALL.
So, when I tell you this program is GOLD, I speak from direct experience. If you can find somewhere to
buy it, you should. It is unbelievable how deep he goes into the strategy behind his making 6 figures a
month himself and over $5 million dollars for the clients he doing these online webinar events for.
Today I wanted to talk to you about… The 7 Reasons Why Webinars Melt Your Prospects Resistance.
1st Reason: Produces Enormous Engagement With Prospects And Customers.
Clayton had nearly 40% of his list attend the conference he put on to sell Online Profit Multiplier.
What happened on the event?
You got to hear Clayton talk for 90 minutes giving valuable information that could make you money. No
fluff. Just uncut, raw breakthroughs.
During this time you could hear his concern for you was genuine and he did such a marvelous job of selling
the event that if you were the ideal customer, you came away from it excited about what you were about to
do with this coaching program.
And, feeling closer to him because you understood his motivation for offering it and because you’d spent
the time with him at the event, you’ve been able to hear his voice, ask some questions, and you received
things of value from him absolutely free.
2nd Reason: Establishes You As a Spokesperson, As Your Prospect’s Champion
Instead of being the salesman in this confrontational arrangement, Clayton was able to move around the
desk and sit next to you and say…
“Let’s do this together. I’m not here to sell you something. I’m here to take you by the hand and show you
something that’s making my clients tens of millions of dollars every year. And it’s making me 6 figures
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every single month. And because I’m concerned about you and what you’re facing in this economy in your
business today, I’m giving you this free.”
Then he moved on from there and gave a lot of value in that period of time.
Anyone with minimal resources could’ve taken what he talked about there and run with it, without buying
a thing from him. They got tremendous value.
3rd Reason: Eliminates the drumbeat of daily promo’s
You’ve had the experience of signing up for an ezine and then getting hammered with “buy, buy, buy”
emails.
With OPM you spend a good amount of time doing nothing but asking them to accept something of tremendous value for free.
You set up big pay days with events instead of having to go out and chase everyday and risk coming across
to your customers and prospects as a needy desperate jack hammer.
4th Reason: Extends Average Customer Lifetime and Value
People will stay with you longer because they see you as a champion who’s trying to help them through the
challenges they face.
The emails you’re sending them are invitations asking them to please register, please come to this event,
don’t miss it. What’s great is that you can mix it up and offer webinars every once in a while that don’t sell
anything which will keep people from assuming you’re only out to pitch.
5th Reason: Produces High Response Rates
Think about this. What if you created one of these 90 minute webinars and made it your front end offer
tied to all of your Pay Per Click advertising?
When you use this system the way Clayton shows you how you’ll only be putting together either timeless
material or timely material that addresses an issue of the moment.
You get the double benefit of not only extending the longevity of customers on your list but also have one
more sexy attraction mechanism to pull people into your world.
And your list loves it because…
6th Reason: Never Gets Old
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Clayton’s been providing this service for his clients file now for a year and almost every month they break
their attendance record for previous events.
The more people attend these things the more they want to register for the next one, when you know the
right way to structure them.
Someone who’s doing a magnificent double agent job of this is Eben Pagan.
Lately, when people have been doing a launch instead of just sending out affiliate emails to make money, he
steps it up a notch, does an interview with the guru, uses the classic direct marketing urgency classic of a
deadline, and tells you when and where to go to get a gift.
He brings value first, then if you liked what you got, you can get more by clicking on the link provided.
7th Reason: Can Be Used To Sell Products Or Services Or,
To Qualify Leads For a Two Step Sales Cycle
Doesn’t matter what you’re selling or if you have multiple step selling process, for the reason stated before
when you’re hosting a webinar you always ask for their email so you can send them their registration
details.
This allows you re-contact new prospects or people who demonstrated and interest in the topic of discussion.
If you’re selling a smaller ticket item you can just send them to the sales letter after the presentation.
And this is probably the ultimate method to use for a big ticket item that’s gonna need a live salesperson to
close on. When you do these webinars right, it makes who ever asks for an appointment a white hot prospect so the resistance is almost nil. No more hard closing or trying to convert zombified dead leads.
There you go. 7 Awesome Reasons To Embrace The Idea Of Using Webinars
Now, I mentioned earlier that my last post gave you the resources to facilitate this webinar process. Use
everything listed there. Those sites and tools are gonna streamline that end of the process for you.
And don’t forget to post a comment below that simply says “I’m in” or email me at [email protected] the same note and I’ll know whether you’re open to dissecting this program for you
or not.
Talk to again soon,
Note Taking Nerd #2
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P.S. Whether or not you’d like me to put notes of this program together for you, you’ll be head and
shoulders above the pack once you understand the 31 principles you want to touch on during your webinars that turn plain prospects and customers into raving fans. To find out the 31 secrets Dan Kennedy uses
to do this, CLICK HERE
P.P.S. Remember… I’ve decided to commit to spending at least One Hour of my time responding to any
thoughtful question or comments made about posts I’ve written. I’m not perfect yet and after spending
hours writing this I’ve had to leave some stuff out. So feel free to point out anything I wasn’t crystal clear
on. What you say might exhaust the whole hour (if you’ve seen my responses in previous posts you’ll see I
don’t wimp out here). And, if it’s of the ” ‘Great’ or ‘Shitty’ post” type, it may not warrant any further
elaboration but yet will be oh so appreciated. I’m here for you and I’d love to hear your voice. Just let me
know what you have a question about in today’s topic. The doors open so go on ahead and deepen our
relationship today by coming on in and talking to me.
Share this Post
CHA PTE R 8 5
One Sure Fire Way To Lose Sales In a Tough Economy
“
Near the old highways of America pass businesses that have gone broke. End of the dream. The spoor
of a broken marriage can be kept in a couple of cartons on a shelf in the garage. Broken lives can be
tucked neatly away in graves and jails and sanitariums. But the dead business in a sub-marginal commercial strip stays right there, ugly and moldering away, the frantic advertising signs of the final convulsive
effort fading and tattering over the weeds. For every one of them was the big dream, the gala opening, the
last dusting and arranging before the doors opened. “We’re going to make it big, honey. Real big.” Then
there is a slow slide into doubt, into confusion, and into the terminal despair. “So we’re going to make it
real big, were we? Ha!”
Hey you,
It’s #2.
The words of wisdom above are from back in 1968 from my man, Best-Selling Author John MacDonald,
spoken through his rouge character, Travis McGee.
When I read this it made me think of the abandoned, closed down, lifeless corpse buildings that previously
housed… ‘Linens & Things’, the ‘Ultimate Electronics’ mega store and the ‘Wendy’s’ fast food restaurant I
passed today driving here to the office.
All of them in fabulous locations. All of them with spectacular brand awareness. All of them successful
once upon a time.
I don’t know what ‘excuse’ each of the locations cited for having to shut their doors but I do know one thing
for certain. Each of those companies talks to the masses in their advertising. Their marketing always
speaks to the public, to America. Never to you.
If companies these previously untouchable, well funded, “Big Time Operations” are feeling the pain horrible marketing has inflicted on them… what’s the little guy got in store if he makes this mistake?
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Then, I come here to the office and while cruising 24/7 Wall St.com’s site and I see this…
“The American Bankruptcy Institute reports that the September 2009 consumer filing total reached
124,790, a 41% increase from the 88,663 consumer filings in September 2008. The number is also up
4% from August.
The news is bad for both retailers and credit card companies, particularly as the holiday shopping
period approaches. Last year the drop in consumer spending in the fourth quarter a number of retailers
closed led by national electronics chain Circuit City. Weak sales between Thanksgiving and New Years
would like cause another wave in lay-offs in the retail sector.”
More bad news for the idiot’s who are above talking to you like a regular person.
You know, the retards who run the DEEP VOICED, blaring, mile-a-minute radio ads that scream, “ABC
Nissan is having the Thanksgiving Special-of-The-Year. 2007 Pre-owned Maxima ONLY $13,995. 2008
Altima’s ONLY 18,500. Come down and buy a car now and you’ll be thankful to ABC NISSAN. Come now.
Come Now COME NOW. Prices are UNBEATABLE. ABC Nissan, ABC Nissan, ABC Nissan on the corner of
Camelback and 24th St.”
Followed by the hi-speed fine print weasel clause contradicting everything they just told you.
This actually reminds me of the Nissan and the Masserati dealerships that’re right across the street from
each other on McDowell Road here in Scottsdale… that closed almost 8 months back.
Big empty vacant lots with weeds sprouting out of them.
At peak, hell even when times were just plain OK, these companies should have had plenty of cash flow to
pour into finding out exactly who their ideal prospect and customers were so that they could build relationships with them and ad campaigns that attracted people just like Starbucks has, hypnotizing the coffee
snobs like me.
I can’t imagine how much money Starbucks saves by not falling for ad agency’s slicker than Vaseline sales
spiels about how they’d be doing sooo much better if they had radio & TV spots working for them.
Howard Schultz knew who he wanted to attract and then built a place where those people would feel at
home. Principle 13 of Dan Kennedy’s “Influential Writing” is entirely dedicated to how you can do what
Howard did for Starbucks with your online business or brick and mortar store. Click Here to get access to
this secret and much, much more…
To create a place where people feel like they’re right, approved of, and in control, a place where people have
maximum situational confidence… you’ve first got to know who they are.
How Do You Find Out Who Your Ideal Customer and Prospect Are?
One Sure Fire Way To Lose Sales In a Tough…
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A friend to the nerd cause (you know who you are) recently steered me into the genius program that is Rich
Schefren’s ‘Founders Club’.
All I’ve got to say about this is, GET IT. Rich’s revelations here are nothing short of amazing.
Today I want to share with you the notes I took from the first report in this program about knowing who
your ideal customers are… and what they really want.
Let’s roll.
There is nothing more important than truly understanding your ideal prospects and customers.
Rich uses this Dan Kennedy quote which states… “I do not believe in ‘generic’ persuasion. In fact, my contention is that truly understanding the targeted prospect/customer is more important than any other element in your marketing success.”
Not only will knowing your prospects and customers make your marketing convert higher but it will also
make the products you produce have a more significant impact in your customers lives because they’ll be
zero guess work into what they want and need.
Rich advocates that you should know your market cold before you even design your business.
You Have An Obligation To Yourself and Your Ideal Prospect To Become A Detective
Jay Abraham says, “Most entrepreneurs fall in love with the wrong thing. They fall in love with their own
company, or their product or service instead of falling in love with their clients and prospects. Your whole
business success, your whole passion, your whole connectivity, your whole positioning, the way you’re seen,
embraced, respected, will change massively when you conceive your business as interacting and enhancing
people’s lives.”
If you believe this to be true for you, then you’ve gotta know your ideal customers Core Complex.
The business titan Michael Masterson passed this concept on to Rich and here’s what it is…
The Core Complex of your ideal customers are the emotions, attitudes and aspirations that influence all of
their decisions.
A Core Complex is made up of…
•
• Beliefs: What does audience believe is true for them? What is their attitude about the result your
product or service promises to produce?
•
•
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• Feelings: How do these beliefs make them feel? Are they confident and brash or are they paranoid and
fearful? How does their current situation, you promise to improve, make them feel?
•
•
• Desires: What results do they want? What means success/peace of mind in their eyes?
•
There are ways to find this but it needs to be you that does this work. If you sub this out you dilute the
effect of getting a real gut feeling and understanding of what makes this person do what they do.
You get to know their problems better than they do so when you talk to them they feel like you’re one of
them instead of some faceless corporation who want all the benefits of the customers money with none of
the “Dirty work” of actually knowing, talking too and relating to the people that make their business run.
Approaching Your Research So You Don’t Waste Your Time
The few people who even attempt to do research to find out what turns their ideal customer on, totally drop
the ball.
Rich talks about looking for clues and then reflecting on them by putting them through a set of questions.
One of the places to find clues is in the Q + A Sites or Q + A sections of your markets forums. Once you
find these questions and you sift through them you want to be asking yourself…
•
• What’s definitely true
•
•
• What might be true
•
•
• What’s definitely not true
•
Remember, there have been beliefs you may have had in the past that you thought with your whole being
were true that turned out to be completely false. Especially ones about what you’re capable of as a person.
Your prospects and customers are no different.
This process helps you become conscious of what to say so you meet people where they’re at so you can
potentially take them where they want to be.
Here’s what to be on the lookout for while doing your detective work…
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Product ideas
Biggest frustrations
Problems consistently experienced
Biggest competitors
Popular websites & blogs
Topics of interest
The words they use and any special lingo they use
Their likes and dislikes
Level of sophistication
Common enemies
Recurring themes/topics
Demographics (age, sex, education, occupation, income, marital status, children, etc.)
Psychographics (hobbies, lifestyle choices, purchasing behavior, media habits, values, etc.)
10 Steps To Finding Everything You Need To About Your Prospect
Build a Strong Keyword List
What keywords represent 80% of your market? If you don’t know, now you will.
Rich’s two favorite resources for finding keywords are…
Google’s free keyword research tool https://adwords.google.com/select/KeywordToolExternal and http://
www.keycompete.com/
First go to Google and put in your most popular keyword to see what Google recommends and what kind
of traffic it receives. Then, pick the ten most popular/relevant ones and go over to keycompete.
Here’s what to do now…
1.
2. Type in the keywords you got from Google into the search box
3. Then, you’ll see all the domains bidding for that keyword
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4. Click on one of the top sites listed and peep the keywords being bid on.
5. Write down all the interesting keyword phrases they’re using.
6. Now, click on one of the best phrases you hadn’t thought of before to see who else is advertising for that
term.
7. Do the same thing from step 3 on.
Look Over The Shoulder of Your Competitors
Just by going to competitors sites, you’ll learn a ton of stuff.
Go to Google and type in your primary keywords (one at a time) and check out the pay-per-click ads
streaming down the right side. What are the common themes? Write down any thoughts that come up.
Now, cruise over to your competitors sites. You’re lucky if you’ve got a smart competitor that either knows
how to write brilliant copy or is astute enough to know investing in great talent will lead to success.
When you read the salesletter a few times you can start to reverse engineer the beliefs, feelings and desires
the writer was trying to arouse, instill and tap.
While here you can also skim the link texts, scan their blog and soon you’ll get a good idea of what the
owner of the site believes to be true about their visitors.
Now, go over to compete.com and do a site profile and check out their search analytics. Then, head over to
quantcast.com to find out the sites demographics.
And of course, you should be opting into their list and studying their emails and sales process.
Put Amazon To Work For You
Amazon has earned the trust of almost anyone who buys stuff online. This means lots of your prospects
probably hang out there. Which really means Amazon is your ally in the quest to find out more about your
prospects.
Go there and use your keywords to search for the best selling books in your market. Skim through the
pages they allow, paying very close to, even copying the table of contents of the book for bullet copy ideas or
article ideas.
Then, make sure you’re copying and pasting customer reviews of the books (good and bad) because this
gives you emotional language your prospects use to express themselves about your topic.
Make Your Analytics Sweat For You
If you’ve got a site that gets traffic and has great content on it you’re visitors are talking to you without
saying anything.
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Your analytics can tell you what content is repelling first-time visitors and what content sucks virgins into
your vortex of value. Check your new visitor segment and look to see what the most popular pages are in
order of bounce rate.
Obviously you should fix the pages with the highest bounce rate as soon as possible. And you should model
the ones on the bottom of the list that people are parking on.
Your analytics are also gonna tell you what pages people keep coming back to see. This lets you peer in on
what excites them.
You can also see which keywords bring you the visitors who are ideal for you by sorting the most popular
keywords of return visitors and compare them to the most popular keywords used by single visitors.
Make sure to also watch you keywords report for the keyword phrases that tell you what your visitors are
looking for and the language they use that brought them to you.
Also be sure to check out the referring site report so you can see where visitors are coming from? Is most of
your traffic coming from search engines, other sites or directly?
Find Forums and Plunder Them
Here’s how to do this fast, easy and profitably…
Find the most popular forums in your niche by going to Google and typing in “your primary keyword and
forum”
Next you want to get the visitor profile of each of the forum sites you find. This is how you get it. But first,
make sure you keep the individual profile on each forum because you find out what each segment of your
market wants and what their frustrations are that they want help with. You’ll see how this info differs from
forum to forum. Then you can create a complete marketing message. Or, this info may tell you need to
talk entirely different to one group than the other in order to connect with them.
Now, go to http://www.quantcast.com and there they’ll give the profile of each forum. There’s going to be a
tab on the left and it’s going to tell you the demographics of each forum.
Make sure you prints these out and cut and paste them into a word doc. Summarize the visitor and then
put everything you discover underneath the summary.
When you digging around in the forum you want to find the threads that get the most action (views &
posts). You can even swipe the thread titles and use them for subject lines for your emails.
What you should find by doing this…
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By seeing their most frequent questions this is going to tell you their sticking points. When you see these
you now know you better answer these questions with whatever product you want to bring to them.
Look for posts that talk about goals. Here’s where you’ll see in their own words what they think they’ll get
once the achieve their goal and what they want to be different about their life. Pay attention to all the
‘feeling’ words because those are anybody does anything for, to change the way they feel.
Make sure you’re plucking all the lingo they use to refer to themselves and the actions and steps involved in
whatever the forum is about.
Haunt the Hottest Blogs
As dumb as it sounds, people overlook this step all the time. A popular blog that masterfully gets their
followers talking to them is money in the bank for you. You get to see people express themselves with gut
reaction comments.
Find the most popular blogs on your topic by going to http://www.technorati.com and typing in your main
keyword in the search box. There’s a green box where you can filter your results by changing the first drop
down menu from “Search posts” to “Search blogs.
Then take the names of the most popular blogs and plunk ‘em into http://www.quantcast.com again and do
the same detective work here that you did for the forums.
Next go the blogs you selected and find the old posts with the most comments. Within these posts is a
goldmine about what turns your prospects on and how they express their excitement.
Make sure to pay attention to the worst ones too because it will teach you what to avoid.
Mimic Magazines
Every month the covers of magazines in your niche provide you with awesome, timely, email subject line
copy.
The benefits promised to this crowd is on the top of their mind because the magazines has put it there.
Take full advantage of this. They’re telling you what they’re telling the market to focus on.
Rich goes in and takes pictures of all the covers related to his niche once a month. Not a bad idea. You
could also do this at the library.
What Sites Do People In Your Niche Not Want To Lose Track Of?
Delicious is a site that keeps track of it’s user’s bookmarks, sites they fell in love with, lets other people see a
list of the most bookmarked pages for specific keywords.
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Go to delicious.com and search under your main keywords. It’s that simple. Think about it, if you see a
page about your topic on there that’s been bookmarked 1,391 times, you think there’s the possibility it’s got
something to offer you?
Now, The Ocean Of Insight… Q & A
Here’s a list of places your ideal prospects probably go to when the want answers to their questions…
www.askyahoo.com
www.faqfarm.com
www.answers.google.com
www.oyogi.com
www.expertbee.com
www.wondir.com
www.askbar.com
www.pointask.com
www.askfreddy.com
www.yahooligans.yahoo.com/content/ask
www.freepint.com/bar/
www.healthanswers.com
www.answersthatwork.com
www.catholic.com
www.christiananswers.net
www.answeringenesis.org
www.anzwers.com.au/
www.theanswerbank.co.uk/
www.vrd.org/locator/suject.shtml
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www.answerbag.com
www.invisionfree.com
www.askdrz.com
Go to these sites…treasure awaits you.
I Spy With My Little Eye
Maybe you know about it, maybe you don’t but there’s a feature on your computer where you can invite a
friend of yours to take control of your computer to help you fix something or show you, virtually, how to do
it… from their computer… anywhere on the planet.
There’s a service called clicktale that lets you see every action each and every visitor who comes to your site
does while there. While clicktale doesn’t allow you to take over their computer it allows you to watch what
they read, what they blow by, what gets to pass over and then come back and at what point they start
scrolling and at what speed.
Go to http://www.clicktale.com to see all the details about this spy tool that will tell you what like and don’t
like about your site on their unconscious level, which is the best kind of info you can get.
That’s all for today folks. We’re at 10 pages of a word doc and I know you’ve got stuff to do so I’m not
keeping you any longer.
But now, I hope you’re ready. Ready for business and selling to be easier. Ready for higher conversion
rates. Ready to talk to prospects the way that makes them feel understood. Ready to fall in love with the
people who are going to fund your lifestyle.
Not being ready for all of this could cost you business. So take advantage of the gift I’ve posted. Start using
these 10 ways of finding out who your ideal prospect is and you’ll be grateful to yourself for doing what the
losers won’t.
Once again, thanks to my fellow nerd who turned me onto Rich Schefren’s Founders Club report and
inspired this share today.
Talk to you again soon,
Note Taking Nerd #2
P.S. Remember… I’ve decided to commit to spending at least One Hour of my time responding to any
thoughtful question or comments made about posts I’ve written. I’m not perfect yet and after spending
hours writing this I’ve had to leave some stuff out. So feel free to point out anything I wasn’t crystal clear
on. What you say might exhaust the whole hour (if you’ve seen my responses in previous posts you’ll see I
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don’t wimp out here). And, if it’s of the ” ‘Great’ or ‘Shitty’ post” type, it may not warrant any further
elaboration but yet will be oh so appreciated. I’m here for you and I’d love to hear your voice. Just let me
know what you have a question about in today’s topic. The doors open so go on ahead and deepen our
relationship today by coming on in and talking to me.
CHA PTE R 8 6
A Rant From The Chief Nerd About Today’s Kids And A Promise To
My Little Girl…
I
f you are Not a Parent or have no interest in the direction of Families in our society then this post is not
for you.
This past weekend I took a little vacation and had some time to think about some stuff I’d put in the back of
my mind.
This Blog is supposed to be about giving you the secret strategies and tactics of the Guru’s.
This Post is as far from that as could be.
It’s a note to myself.
I wish I could say that I had a Leave It To Beaver childhood.
I DID NOT
However, being raised in a hostile and unstable environment followed by raising myself for most of my
Teen years has motivated me to study and observe what makes a great Parent and Family.
In doing so I’ve become a bit jaded.
There’s a huge difference in the way families operated thru the 1960’s.
And it’s my belief, there’s been a steep decline since.
Until the advent of the Credit card and luxury society we live in most people would go shopping for the
family groceries once, maybe twice, per week.
Today people have so many choices.
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The average family may go to the store 2 -4 times per week and still stop at the convenience store for a
snack or a “changed my mind” dinner on the way home.
Lesson to children was you worked all week and only when you had earned the Money did you get to go get
Food.
As a child you did your chores around the house, eagerly awaiting your allowance to spend during the
Weekly Grocery Store visit while in town.
Today’s children are not only not receiving this lesson but are receiving things for nothing. No lesson given.
No reason given. “Just Because We Can”
As Parents (I have a beautiful 3 1/2 year old little girl) I believe it’s in our best interest to get back to leading
by example.
Remember children learn many of their key life lessons through observation and experience within the
Family.
Television is another Beast in and of itself.
I prefer to call it the Shit Box.
What happened to Leave it to Beaver, Bewitched, The Flinstones, Roy Rogers, Western Movies, etc. ?
Very clear story lines full of American Family Values.
Turn the T.V. on today and your child will be exposed to numerous “Alternative” lifestyles, Million Dollar
16th Birthdays, shows that seem to think it’s o.k. to date and have sex with 16 Guys or girls at the same
time, Violence is Cool, and a list so big it would take an entire whole post just to name the Complete Shit
our children are exposed to.
What happened to Dinner together? Does it even happen anymore?
Remember when Families had one television? Now everyone’s got a Flat Screen in their room and just in
case they can’t make it back from commercial break you Just Have to have one in the bathroom.
I’ve heard numerous stories from my friends (35 - 40 year olds) stating that their parents only allowed them
to watch one show a night.
And even that ONE was monitored as to what it was.
Remember when you could only make one maybe two phone calls a night and it was usually right in front
of our parents?
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Now our children have a phone in their room and two cell phones.
Who are they talking too? What are they talking about?
I’m told Sunday Dinner at grandmas house was tradition.
“Over The Hills and Through The Woods To Grandmas’ house We Go”
Today that seems to be an afterthought on “Some” holidays.
Maybe i’m too old or jaded.
But I’m determined to find a way to give some of this to my little girl.
The number one show on MTV this past decade was Ozzy Osbournes House.
Let’s see… both kids in and out of rehab numerous times before they were twenty.
Dad so messed up by drugs he can barely speak audibly anymore.
Complete and utter Bullshit.
We live in a dumbed down Homer Simpson Society.
Look…I like a good laugh like the rest of you but I truly believe that a part of us love shows like the Simpsons or Family Guy so much because it makes us feel just a little O.K. with the standards we have set for
ourselves.
If you can’t tell… I’m a bit calloused and pissed off about all this.
Why?
Because without the re installation of some decent values and character into our children and the next generation we could be in for some serious trouble.
I’ve been to friends homes and seen children sit in front a Play Station for hours at a time and occasionally
switching to a show to watch.
All the while the entire conversation between Father and Son or Mom and Daughter could be summed up
as….
“Hey turn that down” or “Why don’t you get your brother something to eat”
And how about the New Social Media System we live in.
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I know of one teenager that has 1,600 Friends on Facebook, follows 400 people on Twitter, and has hundreds of MySpace Buddies.
Each page filled with sexual inuendo and disgusting vile remarks.
All the while, her parents, turn on “To Catch A Predator” (the show where they catch child predators in the
act) and are in shock at what they are seeing.
All the while they are completely oblivious to the fact that their lovely child may have a Sicko Lurking int
their virtual world.
I gotta be honest here guys I’m embarrassed and ashamed.
I’ve fell victim to ignorance and stupidity.
I had a chance to become a Healthy and Positive influence while dating my last fiance, to 2 incredible kids.
I failed miserably.
I don’t share this post to shame anyone.
I’m front and center as the bad guy.
But, as Tony Robbins, says; “The Past Does Not Equal The Future”
This is the Nerd’s Shout Out To Nerd Nation.
Let’s bring back Leave It To Beaver.
We might have to do it the handicapped way as single parents.
We might not think we can.
But it starts with each of us.
So here’s my Promise to My Little Girl.
Baby Girl..Daddy Promises…
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• To Always Listen To You.
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• To Never Put My Life In Front Of Your Needs.
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• To Eat At Least One Meal With You Each Day and Give You My Full Attention.
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To Let You Be Yourself.
To Not Allow the Shit Box (T.V.) To Be Your Babysitter.
To Always Make It My Business to Know Your Friends and What You Are Doing.
To Keep Open Eyes Always to Your Virtual World.
To Fill Your Mind With Movies Full Of Wholesome Values.
To Read With You Everyday.
To Spend Quality One on One Time With You Daily.
What are some of the things that are pissing you off about families today?
Share some of your thoughts below.
Hey maybe you could sell me on the Idea that The Osbournes got something going that I missed.
Who knows maybe I’m just too dang Old School.
Love ya
The Chief Nerd
Make a Comment Will Ya Already…
P.S. If you’d like to learn The secrets to “becoming a better you” then I encourage you to study Dan Kennedy Renegade Millionaire Report. Dan spent years drilling down to find the key traits that over 100 Successful Renegade Millionaires had in common. CLICK HERE TO GET THIS REPORT NOW
Share this Post
CHA PTE R 8 7
“Why Is It That Reasons Come First, Answers Come Second?”
“
The truth is that there is no “happy ending” in life, because any type of “ending” implies stagnation.
People never stop being called upon to evolve, never stop being called upon to weed out their lesser
characteristics, never stop being forced to advance as individuals by the challenges they choose to undertake. It’s just whether they choose to step the fuck up, or sit the fuck down.”
Owen Cook-aka- “Tyler” of Real Social Dynamics
July 13, 2009
Hey you,
It’s #2.
After I read the quote above, it made me think about the service the Chief and I are providing for you with
this site.
Yesterday, after we sold out the personal coaching program in minutes with one email (no fancy pants
launch, no mega list, no super sales letter), the nerd came in said we had to talk. Shit.
I knew what was coming. It was the “Grown Up” talk. The talk where he used the “O” word. Organized.
We talked about how if we stopped dinking around, taking care of this site on a part-time basis and instead
give it our full attention we could radically transform the quality of your life by giving you more. And, how
by not doing this, we were doing you a disservice.
We talked about how with only having spent at most, $500 bucks total, way back last year, on adwords to
drive traffic, of which $479 of it was probably flushed down the toilet due to us jumping in half cocked
seeing what’d fall out the other side, and how with using ZERO SEO strategy, no article marketing, no
banner advertising, pretty much doing nothing but giving you content and a few reports to purchase, we’ve
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managed to build a list of dedicated buyers who wow us with their comments on the blog, emails and
spending of their protected dollar/pound here.
For This, I Thank You
Thank you visiting, making us one of Wordpress.com’s fastest growing blogs due to our Alexa ranking of
210,152 (this means that out of the billions & billions of web sites available on the internet, we’re
210,152ndplace). Thank you so much for your comments, personal friendly conversations and feedback.
Thank you for buying like crazy and showing us we can do more for you by taking even more notes on
programs than we do now.
Thank you for challenging us to “Step the Fuck Up”.
In lieu of the Chief’s post yesterday about parenting, I want to share with you another hunk of sweetness
from the stern but loving advice of the Responsible Business Parent’s Parent, Rich Schefren and his
Founders Club Program
This report by itself is dramatically changing the way this site is evolving.
And if you missed the whole launch for the product here’s the essence of it boiled down to a quote…
“You Read A Book From Beginning To End, But You Build A Business From The End To The Beginning.”
Just like the way a child is raised helps determine what direction they take as an adult, so it is with raising
your business.
I talked about this during our last Ultra Product Launch Mastermind Meeting and promised them I was
going to write this out and because I think this topic is so important I’ve decided to share it with everyone.
What Is The Ultimate Purpose Of Your Business?
The textbook definition of purpose is: noun. The object toward which one strives or for which something
exists.
What’s the purpose of your business?
Without a purpose you can’t know and neither can anyone who works for you know what your business is
striving to achieve, or more importantly why it even exists in the first place.
When your business is purposeless everything feels a bit chaotic, maybe even meaningless.
Your Business Tells You and The World What Business You’re Really In
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Most entrepreneurs can’t clearly state, in one sentence, the business they’re really in. When you know your
business’s purpose you can do this.
The thing to remember is that you always define your business from the point of view of your customers…
the end result your customers will enjoy from using your products or services.
Maybe you’ve heard this example, maybe you haven’t.
As we all know railroads dominated cross-country transportation once upon a time. Because they defined
themselves a being in the business of running railroads and didn’t have a big picture purpose they got their
ass handed to them by bus companies, trucking companies, shipping companies and eventually airlines.
If they’d asked themselves the questions I’m about to reveal they might’ve come up with a purpose like
this… “To move people and freight over long distances in the very best way possible at the very best
prices.”
Because they didn’t, they missed out on the most profitable segments of the market like moving people and
packages.
6 Reasons Why Purpose Gives You House Odds
In my last post I talked about how to get detailed research about your market and customers. If your purpose is based on this knowledge you’ll be talking to the real needs of the market and it will drive everything
you do.
Here’s a list of reasons this is true…
Purpose improves your performance – It gives you the criteria to judge the effectiveness of everything you
undertake.
Purpose attracts A-Player employees and Outsourcers – People are passionate by nature and when not
stimulated we revert to boredom or distraction towards something that does offer a hit of passion. Especially in the work place. When your purpose is compelling the best employees and outsourcers want to be
in your world because you offer meaning to their life.
Purpose deepens employee engagement and increases their commitment – Employees who work in the
service of something they feel true devotion to bring the most energy and vitality to what they do. Work
stops being a 9 to 5 chore to be endured so they can have money to do what really juices them. And it
becomes a source of fulfillment and satisfaction. Your purpose can tap into the hearts and minds of your
team and make the impossible, possible.
Purpose drives successful innovation – Without a purpose, a business invents more than they innovate
because there’s nothing driving meaningful innovation. Innovation is something new that succeeds while
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invention is merely something that’s new. Innovation for innovations sake often results in wasted time.
Innovation designed to meet business’ purpose is where meaningful progress is made.
Purpose gives your business flexibility – Products, services and practically everything else in your business
eventually changes. If your purpose is clear you’ll know when it’s time to shift direction, change what you
offer or your strategy. The only thing that won’t change is your purpose which keeps you flexible enough
be ready for what the market tells you they want.
Purpose builds your brand – Your clearly defined purpose let’s people pigeon hole you into a position in
their mind. It tells them how they should see and feel about you. If you leave this definition up to them,
you might not like the results.
Focus On Coming To The Rescue
If you want your purpose to be etched into the mind of your customers make sure it’s stated in a way to
relieves them of pain, frustration or challenges they face.
Why?
Because people spend enormous amounts of money, time and energy avoiding pain. They avoid confronting their neighbors, bosses or spouse to avoid emotional pain and they gulp down pills to suppress
their physical pain.
Make it Short, Sweet, & Memorable
You should be able to tell someone your business purpose in one or two sentences. It should be broad,
fundamental, inspirational and enduring.
Don’t confuse purpose, which should last at least 100 years, with specific goals or business strategies, which
should change many times in 100 years.
You can achieve a goal or complete a strategy but you can never fulfill your purpose… it’s like a perfection… forever pursued, but never reached.
What’s cool is that it doesn’t have to be unique. The primary role is to guide and inspire, not differentiate.
It can set you apart but two companies can have the same purpose.
Examples Of Compelling Business Purposes
Google – To organize the world’s information and make it universally accessible and useful.
Facebook – Giving people the power to share and make the world more open and connected
Walmart – Saving people money so they can live better.
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Disney – Keeping alive the magic of childhood.
Strategic Profits – To guide, advise, and nurture entrepreneurs to work less, make more, while building the
business of their dreams.
Finding Your Business’s Purpose
This is the step where you can create a company capable of making a difference, making money and maybe,
just maybe making history.
Now you should find it obvious how useful finding all the dope on your customers was using what we
talked about in our last conversation. Now we’re plunder that data for the deep seeded, un-met need that
you can find a way to be passionate about fulfilling.
And it all begins with asking “What do people need or want that we have (or could create) that no one else
is offering?”
Reasons Come First, Answers Come Second
Here are the eight powerful questions that lead you right into a legendary purpose… and here’s what I came
up for My Note Taking Nerd off the top of my head.
What does your business provide?
We provide the pure, refined essence of the world’s most expensive business building programs.
Why is that important?
Because it’s possible to get results from these programs without having to sit through the entire thing for 20
plus hours or more.
Why is that important?
Because once you have fast & easy access to answers your mind thinks of the task as easier to accomplish
and doesn’t sabotage your efforts.
Why is that important?
Most people have spent thousands and thousands of dollars and not seen results of buying them.
Why is that important?
Because if they don’t get results they slowly erode their self esteem which is the beginning of a slew of bad
decision making that ultimately ruins their business.
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Why is that important?
If they don’t make wise decisions then the quality of not only their life but of their families is drastically
affected (anyone who’s been laid of or gone bankrupt knows this all too well)
What would the world lose if you we ceased to exist?
They’d lose out on a source on a friend who wanted to see them get everything they were meant to get out
of their investments in these seminars and programs.
So, our purpose is:
We chomp away at the elephant of information overload one program at a time so that you can spend more
time making money and less time ‘learning’ about making money.
There You Have It
Doesn’t that seem simple? It is. Answer these questions and you’ll immediately put yourself in the top 20%
of leaders of who actually know why they’re doing what they’re doing and are in love with it.
I’m leaving with that. Time for me go shoot some hoop. Thank you once again for inspiring me to step the
fuck up.
Talk to you again soon,
Note Taking Nerd 2
P.S. What I shared today was just a teeny piece of what was discussed in our Ultra Product Launch Mastermind Meeting. Our last call I believe was over two hours long and while interacting one on one with the
participants it pulled the marketing wizard out of the nerd and I and led to the people on the call coming
away with solid, actionable solutions to their problems. CLICK HERE to find out how to join in the fun…
CHA PTE R 8 8
Sex, Drugs, …..Salesmanship and a little Psychology
Here’s a reality check: Your hottest prospects don’t care a bit about how hard you work, your most loyal
customers will abandon you for a better bargain, and you will not make a single sale in business or in
life based on the idea of “helping someone else”.
When it comes to understanding salesmanship and the behavior of your fellow human beings, just
remember “It’s all about me”.
Learning how to “see” the underlying reason and motivations for behavior of people you deal with can be
chilling and just plain gut wrenching, at first.
Most folks live on the surface of life. They either don’t know how to look deeper, or don’t want to know
what’s going on.
Jus give me my MTV and shut up already about all that complex shit. I’m just chill ling! And please don’t
make me think.
This is why it’s lonely to be one of those rare breed of aliens that actually want to think for themselves.
Do you know that almost all advances in the human race and as individuals are all about war, sex, or vanity?
I’m in the fund raising business and it’s taken me quite some time to understand this very idea as applied to
what I do. You can appeal all you want to the higher ideals of your audiences – whether it’s to save the
children or the whales – and it won’t raise squat. Until you put in some solid benefits that affect the prospect directly.
“It’s Still All About Me”
Most people don’t go to charity balls because they give a rats ass about the rain forest or whatever. They go
because they get to dress up and be seen. And eat a good meal with some heavy hitters. Be part of a unique
and special group.
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Or they give money to cover their own guilt.
Or they give because they have been personally affected by the problem or organization.
It’s important as individuals and salesman to understand the mostly unconscious motivations behind
people’s behavior. Because… if you think they’re going to buy from you because you’re cute, or you really,
really, like them, or because you really love your product or ….. because you “need” them to help you…
well you have another thing coming.
I’m not a cynic nor am I a people hater. I just understand the things that drive human being.
Yes, this includes my very best friends and the people I respect the most. I have no illusions. It’s still all
about them. Best friends are quite capable of stealing your girlfriend or stabbing you in the back. Or abandoning you in a crisis. Or even secretly agreeing with your enemies that you had it coming after the fact.
I’ve been in all types of situation in life. I’ve watched my biological Father blows someone’s head off in front
of me. I’ve been shot at. I’ve stole and been stolen from. I’ve cheated and been cheated on. I’ve felt healthy
and felt like I was going to die tomorrow. I’ve broken hearts and had mine crushed beyond repair. I’ve felt
the wrath of friends who did not want to see me succeed and have had a twinge or two of jealousy when
others achieve success. It’s been a soap opera. Yes, I’ve been on all sides of situations that rival a Shakespearian play.
All this goes into the mix in qualifying me to understand human nature and psychology. No book can substitute real human emotion and actual participating in the events that cause them. This, I believe, helps me
to understand other people’s experience. And, because I’ve tried to pay attention and study the motivations
hidden underneath our actions, I have learned to understand other people’s desires.
You can’t be a good salesman if you ignore the reality of human behavior and desires; which include;
Greed, hunger, sex, popularity, bargains….the almost overwhelming desire to be richer, happier, and
healthier than everyone else.
Most want their kids to be smarter and better looking, and we want to stay young forever.
We want to have the sexual mojo of Austin Powers with the sexuality of Elvis Presley.
And, we want this to happen fast, without risk. Oh… Almost forgot… we don’t want to have to break a
sweat either. Please just give us a pill.
No person or customer is different. Ask the great marketing consultant Dan Kennedy says: “A customer is a
customer is a customer”.
Good marketers and salesman and students of human psychology react quickly to changing conditions.
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But Great and Outstanding ones do some crystal ball gazing, and learn how to predict the profit curve a
little ahead of everyone else.
In today’s world there are a lot of Wine and Beer connoisseurs. They like fine wines and complex beer.
This love takes them far away from the bland stuff at the local 7 – 11.
Let a die hard Bud Fan takes a gulp of that fancy $200 bottle of wine and he’ll puke. And he’ll look at you
like you’re some kind of alien.
He’ll ask you if you’re French or one of those other Aliens, you know….. The Rich.
As a salesman you’ve got to stay in touch with the Bud Guy. Why, because if you believe you’re above the
uncivilized habits of the masses they will feel it and in the end you will not be able to fool them.
This, by the way, is why I laugh when guys in three piece suits, that never say a swear word, and talk with
proper language try to “get through” to local troubled youth. This just isn’t going to happen. You’ve got to
get down in the dirt and get a little yucky before you can bring them out of there with you.
Never forget this: Get over yourself and stay grounded in the masses. Know who they are, how they speak,
and what they want.
The profile of our current and next generation of consumers in this country have never voted in their lives,
don’t have a clue how they are going to pay rent, sink every single penny of expendable income into
“Pimping Their Rides”, few of them can name a book they’ve read, and they can’t identify the vice president
of the United States
This may be a bit of dramatization but…
These are your customers, your clients, the people you share the roadways with, the people who work next
to you, and move in down the block.
They’re good people, too, mostly. They’ll stop and help you if you’re stranded on the side of the road
without expectation of a reward.
My entire family lies at the bottom of this pile. I’d probably be happy there as well.
But, eventually, I get a little bored with small talk and Jerry Springer and … I have to say it… the lack of
awake – ness in the general population.
Remember this Mr. Salesman or if you just want to get along with your neighbors better: Half of em don’t
vote, most don’t read much, they don’t like complexity and thrive on simplicity, they want it now or faster,
and they don’t entirely trust anyone who’s too wealthy or talks too fancy.
Like it or not these are the demographics.
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Get hip, to get rich. It’s all about them.
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CHA PTE R 8 9
Get Real Deep…
G
et Real Deep
I’ve spent most of my life in what I’ll call Shallow Blundering. After reading something of interest today I’ve
come to the conclusion that you and I don’t have to go through life like this. Rather life or business, there is
a lesson in this…..I promise.
What is Shallow Blundering? It means that you don’t take the necessary time to prepare yourself to succeed at the highest level. This could be a new project at work or a vacation you’re about to take.
You can go on a vacation or start a new project – without really knowing a thing about it. And you might
even survive to a degree, if you know enough to stay out of harms way. If however, you are not cautious you
may get in trouble.
Just like going on vacation to Los Angeles and “accidentally” finding yourself driving down a dead end
street full of gang members and getting shot at or walking down an alley full of crack heads.
This type of blindness will eventually get you in trouble.
Next, you can prepare yourself for the adventure. By reading, looking on the internet, asking friends.
Get a map and travel guide or go to the library and get all the books about your project.
This is not hard with the advent of the internet. Hell…. It’s even free. Just a little time and your vacation or
project becomes something completely different and much more satisfying.
I can’t tell you how many times I went on Vacation or out to eat only to find myself driving in circles and
eventually just calling it a day because of my inability to make a decision because I didn’t have any information.
Finally, you can Go Real Deep.
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Once you’ve educated yourself and done the proper research you now know how to go deep. All you have
to do is find the people in the area you’re doing work in or on your vacation in and ask questions. You
see…..the locals and insiders can lead you in the right direction and give you an education you can’t get
anywhere else.
Have a new project? Call the company and speak with the janitor, engineers, salesman, and accountant ….
That’s going deep. Once you’re on vacation get out into the local vibe and begin to ask questions about the
things you’ve read and then once you’ve verified the facts you’re on your way to an adventure and fun
rather then frustration and grief.
Next time I’m going on Vacation…. I’m going Deep so that I can have some fun for once
Hey if you want to get Real Deep in your business and learn the exact strategies that my mentor and business Genius Clayton Makepeace is using to Kick Ass then get the Online Profit Muliplier Report we’ve done
for you
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CHA PTE R 9 0
Your’s Free: $500,000.00 Clayton Makepeace Checklist
H
ey You,
It’s #2.
Has the idea of idea of making a video sales presentation ever scared the shit out of you?
It has me.
For years, I was clueless about what to say, when, and for how long. And then, I met up with Clayton
Makepeace’s Online Profit Multiplier program. Now I know.
So do you.
Today I’m giving you step-by-step checklist Clayton goes through to make sure his webinar scripts produce results like these…
“Every month, this kind of event, attracts up to 40,000 prospective customers for my client. And combined with my proprietary follow-up strategy tactics and copywriting techniques, generates sales of up
to $5 million … and pays me royalties of up to $500,000 sometimes more. And I want to show you how
these powerful tools can do the same for you.”
—Clayton Makepeace—
Taking The Mystery Out of What To Say, In What Order
The quote from above gave me the idea to coin this post the $500,000.00 Checklist.
As you’re probably aware, the next nerd release will be on the Clayton’s OPM program. And while what
I’m giving you today doesn’t cover the pre-event strategy, follow up strategy, all the copywriting techni-
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ques… I’m giving you all 10 of the items that are the backbone that make it possible for Clayton to make
himself upwards of $500,000 in royalties from his webinar scripts.
If you’re flat broke and can barely afford to buy peanut butter and Ritz crackers to keep your belly from
rumblin’, let alone buy the OPM guide so you can have all the details, please know that by just having
this script outline, along with my other posts on webinars, you’re well on your way to making some
serious dough.
Might be as much as $500,000. Might be more. Might be nothing if you don’t use it.
As you’ll be realizing soon, this checklist is THAT powerful.
I believe Clayton can so seamlessly put together these grand slam webinar events because he’s been trained
in making his marketing valuable by way of the magalog.
You know, if you’re lucky enough to be on the right mailing lists, the magazine looking things that show up
in your mail box that promise on the cover to unveil…
“Forbidden Cures! Medically Proven Remedies That Heal Without Drugs or Surgery! Remarkable
Cures CENSORED By Knife-Happy Surgeons and Greedy Drug Companies!
What’s you’ll notice is that these steps are not all that different from the steps you’d take to write a magalog
or what Gary Bencivenga coined as a “Trojan Horse, a salesletter offering value before asking for a sale. As a
bonus, to make this post even morespecial…
I’ll illustrate each point with a block of copy from Clayton’s magnificent swipe file… his “Forbidden Cures”
package who’s headline is above, that was mailed to 50+ million people and generated over a million subscribers.
And it all starts with…
Step One: Establish The Spokesperson’s Credentials
If you’re new to the blog or were out of the country and missed my post about the Two Words That Allow
You To Get Anyone To Do Anything You Want. No Gun & Mask Required. Go here to absorb it… http://
mynotetakingnerd.wordpress.com/2009/08/26/two-words-that-allow-you-to-get-anyone-to-do-anythingyou-want-gun-and-mask-not-required/
Part 2 can be ravenously consumed here… http://mynotetakingnerd.wordpress.com/2009/08/28/part-2two-words-that-allow-you-to-get-anyone-to-do-anything-you-want-gun-and-mask-not-required/
You never ask anyone for anything unless you’ve positioned yourself in the light that allows them to be
receptive to you as a person. Reading this post above will make give you black belt training on how to do
this.
Yo u r ’ s F r ee : $ 5 0 0 , 0 0 0 . 0 0 C l a y t o n M a k e p e a c e …
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Here’s the way Clayton worked this kind of magic…
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“Who Can You Trust?”
“More than 500,000 people have found an answer in Dr. Julian Whitaker.
As a graduate of both Dartmouth College and Emory University, Dr. Whitaker got the best medical education money can buy. But even as a young medical student he was appalled by the unfeeling arrogance of
doctors who use toxic drugs, painful tests and dangerous surgeries when gentler cures work better!
He set out on a personal search to find “no-side effect” ways to heal. And that search led him to hundreds
of foods, herbs, dietary supplements and new medicines that not only heal, but can help your body resist
disease – without side effects!
Like so many health pioneers before him, Dr. Whitaker was attacked by the medical establishment.
They tried to silence him. Drug companies tried to buy him off. When that failed, they did their best to
ignore him – hoping he’d just go away.
Instead, he created HEALTH & HEALING – a monthly newsletter dedicated to alerting all of us to this
better way to heal.
Dr. Whitaker is the best selling author of five books on “no-side-effect” healing, including, Reversing Heart
Disease, and he is in high demand internationally as a speaker on alternative health care.
In addition, Dr. Whitaker has helped hundreds of thousands of patients reverse and prevent illness at his
clinic in Irvine, California, in monthly issues of his Health & Healing newsletter, and in his recently published 129 Amazing Medical Secrets.
Now as good as that quick bio was I believe what you’ll learn in the posts I gave you links to above goes to
next level of effectiveness. Especially if you’re going to cold prospects.
Step 2: Dimensionalize The Problem
There’s always a problem.
Even when you’re speaking to a desire. The best always want to be better, the models always want to look
hotter, the rich always want to get richer.
Make sure you’re identifying the problem they face, what it means, how it limits his life, his happiness, his
success.
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Let’s dig into how Clayton did this in this piece…
Why Medical Racketeers Want These Drug-Free Cures BANNED!
Foods That Unleash Your Body’s Remarkable Healing Power!
DOCTORS mean well. Sure, there are a few scoundrels, (see page 12 of this magazine) but most doctors
were never taught about anything but drugs and surgery. And frankly, they don’t have the time to keep up
with all the latest studies – let alone tell you and all their other patients about them.
DRUG COMPANIES aren’t so innocent. They’re in the business to make money. And that means
pushing drugs – even if those drugs aren’t necessarily good for you. If that wasn’t bad enough, they use
their enormous wealth to CENSOR safer, better ways to heal.
SURGEONS know one way to heal. If you talk to a brick mason about building a house, you’re going to get
a brick house. If you talk to a surgeon about getting well, he’s going to start sharpening his scalpel.
Unfortunately some greedy surgeons couldn’t care less whether the operation is safe or will do you any
good!
Step 3: Identify the Enemy
As you can clearly tell, the above step was killing two birds with one stone. Here you want to answer the
question as to why this problem exists or hasn’t been solved.
Witness Clayton work his more of his mojo here…
VITAMINS & MINERALS
That Heal and Protect You
From Illness
MEDICAL LABS and HOSPITALS don’t make money until you’re sick enough to see a doctor. Helping
you stay healthy is the last thing on their minds! But that’s only the beginning of the scandal – see page 12
for more! (Nerd #2 note: “Page 12” Great device to create anticipation of more “gifts” to come within the
ad)
NEWS REPORTERS try to tell you, God bless them. But often they just add to the confusion. They’re not
doctors.
They don’t understand the significance of new medical findings. That’s why their stories are so inaccurate,
contradictory and confusing. I’ll begin clearing up that confusion, starting on page 6 of this report…
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THE GOVERNMENT may be your worst enemy of all. Congress and the Food and Drug Administration
have actually made it a crime for vitamin makers and health food stores to tell you about these amazing new
therapies. Even though some of the most respected scientific institutions in the world swear by them!
Step 4: Empathize & Step 5: Paint a Word Picture
I put these two steps together because I found a block of copy that does both masterfully.
While your doing your webinar it helps for the viewer, your potential prospect, to see you as their champion. You’re the one who’s found out why their horrid problem is not any of their fault.
Everyone’s out to get them. To mislead them. You want to empathize with them how their current situation really limits them to. How it’s costing them time, money, rocky or loss of relationships.
Let them see you understand. Like Eben Pagan says, “When you can describe someone’s problem to them
better than they can, you get instant believability and trust.
Then we want to Paint a Word Picture of how much better it can be once they know what you do. Once
you come to their rescue. Deliver them from this evil & pain.
You want to show them what life is like when these problems don’t exist. Where fear and frustration is a
thing of the past and what happens when their desires are fulfilled. Let them walk around in the enhanced
identity they be living after you’re a part of their life.
And then you tell them why this is going to be true.
Let them in on what you’re going to do with them during this event (webinar) that’s going to breathe life
into this picture of glory. They could feel more confident, more in charge and maybe certain that they
know the answers now.
Watch how Clayton’s talks about this here…
A Flood of Healing Power!
The medical industry would love for you to believe that their brand of medicine is the only way to treat you.
Their treatments may not work very well… they may cause uncomfortable, even deadly side effects… they
often hurt more than help…and they can’t keep you from getting sick again…
But it’s the only thing they have!
They actually expect you to believe that toxic drugs, painful tests and dangerous surgeries are your best
medicine!
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BALONEY! The best medicine isn’t man-made. The Creator never intended for drug company big shots
and other medical fat cats to have a monopoly on healing. And they don’t! Nature’s best medicines are in
foods, herbs, vitamins and minerals that are available to everyone!
•
• You don’t need insurance to be able to afford them!
•
•
• You don’t need a doctor’s permission to get them!
•
•
• You don’t have to be a genius to use them!
•
•
• You NEVER have to worry about dangerous side-effects!
•
•
• And you’ll be amazed at how superior they are to what you’re taking now!
•
At best, drugs are pale imitations of these natural medicines. Nature’s pharmacy is filled with natural remedies that help coax your body back to health. They repair hidden damage in your cells, organs and arteries
– something no man-made drug could ever do!
…And still others contain substances that guard against future illnesses – even heart disease and cancer. I
defy any pharmaceutical company to show me an artificial drug that does all that!
When you give your body these things, it’s like a flood of healing power washes over you and through you!
In the next few pages, I’ll help you start filling every cell in your body with these powerful healing nutrients.
“90 days from now, I see you feeling better than ever!
…FINALLY LIBERATED from health problems your doctor can’t solve…
…STAYING WELL… and away from America’s money-hungry medical machine…
…CONFIDENTLY PROTECTING yourself from illness – including heart disease, stroke and cancer…”
PRE-ORDER THE MAKEPEACE ONLINE PROFIT MULTIPLIER REPORT HERE
—————————————————————————————————————————————————————
Y o u r ’s F r e e : $ 5 0 0 , 0 0 0 . 0 0 C l a y t o n M a k e p e a c e …
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15 Minutes Down, 45 or More To Go
You’re going to want to spend at least the first 15 minutes of your call Pre-Framing your prospects.
Without this, people will be more inclined to bail and more tragically, even if they do make it to your offer
at the end, never even read your salesletter.
Now we move onto…
Step 6: Now You Present Actionable Information or Content
The key here is proof.
You’ve got to find a way to demonstrate that what you say really works. You’ve got to someway help them
come to the brain dead solution through and exercise of logic on the event where they can say to themselves, “Yeah, I can do this.”
Then you can also pile on top of that the Social Proof Factor. This where you could be interviewing other
people on the event about how they had problems and after they did what you’re telling them… they’re free
as a lark.
Listen how Clayton weaves this into page 10 of 29 in his promo…
Spare Yourself The Agony of Kidney Stones
Ask anyone who’s had one: Nothing hurts worse than a kidney stone! Fortunately, it doesn’t have to
happen to you…
In 1974, two doctors at Harvard Medical School gave 300 mg of magnesium oxide (a mineral supplement
available in any health food store) and 10 mg of Vitamin B6 to 149 patients, each of whom had one or more
kidney stones annually.
Exciting Results! The year before, the test group had 194 kidney stones. But when they started taking magnesium oxide and vitamin B6, the group had only 16 stones all year! That’s a 92% reduction!
Step 7: Present The Ultimate Solution
Here’s how to walk someone dreamily down to the inevitable conclusion that your perspective is one to be
trusted…
Many Medical Tests are Hazardous To Your Health!
A seven year study of 90,000 women, ages 40-59, showed that those who had regular mammograms were
subjected to twice the surgical procedures and more mastectomies than those who didn’t – and yet life
expectancy is exactly the same!
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This Useless Medical Test Kills 4,500 People Every Year!
Even doctors admit that 900,000 unnecessary angiograms are done every year in the U.S. alone. And 4,500
people die needlessly as a result.
PRE - ORDER THE MAKEPEACE ONLINE PROFIT MULTIPLIER REPORT NOW BY CLICKING
HERE
Hospitals are Lethal!
Each year, two million patients pick up hospital infections that they didn’t have before they were admitted.
Of those about 60,000 die from the infection.
The Best Kept Secret in Modern Medicine!
There is a better way! It just doesn’t make any sense to turn your life over to doctors, druggists, hospitals,
insurance companies! Especially when it’s so easy to get healthy and stay that way, using the natural therapies nature intended for you!
—————————————————————————————————————————————————————
Step 8: Call To Action
This is where we veer off the traditional path.
We sell at this point in the event but we don’t try to sell our product here. It’s all about showing some leg
and nothing more now. At this point we’re in the last 15 minutes of the video.
You say something to effect of “We’re about to launch a product that can really help you out with this
problem but I can’t tell you about it now” and then you tell them what they have to do to find out out more
about it…
“Click the link on this page to go to our special report… which in reality, is a sales page. Or “Come to this
blog and I’ll tell you more about it…” Or… “Send us an email and tell us you’re interested and we’ll give
you a call.”
You’re not selling here. You’ve just spent 50 minutes becoming the person’s friend so you don’t want blow
all of that by going Sham Wow Guy on them. You want to keep the warm fuzzy feelings alive and get them
off of the call in this state so they’re highly motivated to act.
Step 9: Present the “Horrifying Alternative”
Now it’s crossroads time.
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You simply say something like… “Only one of two things is gonna happen here. Either we’re gonna go on
together or we’re gonna go on separately. You’re gonna continue dealing with the situation you’re dealing
with now or you’re gonna be proactive and take action and resolve this issue.”
Now you show them all the nasty shit that’s going to rain down on them if the don’t act.
Here’s how Gary Bencivenga’s favorite closer brings his “Forbidden Cures” package to a head…
How Many Times Can You Say “I’ll Do It Tomorrow?”
At this moment, we’re standing at a crossroads, you and me…
Until now, we’ve been headed in different directions. But I want us to go on from here together. I want to
be you partner in better health.
We’ll do it as a team or… you can live with or anticipate having these common maladies sweep you off your
feet…
Migraine headaches… Alzheimers… Rheumatism… Ulcers… Tendonitis… Indigestion… Back Ache…
Cancer… Kidney Stones… Diarrhea… and too many others to name here.
People who don’t know what you and I have talked about HAVE TO live with these maladies. You don’t.
Not anymore.
Step 10: Final Call To Action
Once again, we don’t have time to do a full spiel about what we’re selling, nor do we want to blow the good
will we’ve built up so…
We merely slide into something like this…
Please let me hear from you soon. I’m looking forward to telling you what the medical industry won’t and
guiding you to safer, gentler ways to heal!
Yours For Better Health,
Joe Schmoe Bambadda
Can you see how this process is different and where it can have a huge impact on the impression your prospects have about you and what you can do for them?
If you do make sure you don’t miss the special pricing we’re offering for the pre-release of the notes of this
entire system. As much as I’ve handed you today (9 pages of a word doc), enough to get started in fact,
without having the notes, there’s so much I can’t cover here.
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And the system is what makes Clayton and his clients the big bucks.
WE HAVE NO BIG SALES PAGE FOR WHAT THE CHIEF NERD CALLS ONE OF THE TOP THREE
BUSINESS PROGRAMS HE’S EVER SEEN…ORDER YOUR MAKEPEACE ONLINE PROFIT MULTIPLIER BY CLICKING HERE
So, if what I talked about today makes sense to you, and believe now that you can make money with just
the $500,000.00 Checklist, you best find that email and get your pre-order in. I’m out. Going to have a
couple beers and an 8” tall piece of cheese cake.
Talk to you again soon,
Note Taking Nerd #2
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CHA PTE R 9 1
A Kick Ass Article By Dan Kennedy
This article is reprinted from Marketing Genius Dan Kennedy.
You may get information from Dan at dankennedy.com .
HEALTHY CURIOSITY
I find peoples’ absence of curiosity shocking. As example, last month’s Gold+ call. Several hundred Gold+
Members were on the call with our guest, Platinum Member Chauncey Hutter Jr. This is a guy who took a
2-room “pop ‘n son” tax prep practice and turned into a 23 office chain, selling services at 100% higher
prices than competitors, growing every year, employing up to 400 employees at a time, generating millions
within a matter of weeks each year, and able to make all that happen based on our kind of marketing. Bill
guided him through a chronology of milestones in the development of his business. He revealed a number
of things he’s doing differently than most business owners. And plenty of little “hints” at things were
dropped that should have aroused the curiosity of anybody listening. Yet, when it came time for question/
answer, there were, I think, six. Reverse the situation, by the way, and put Hutter and Glazer in the audience, they’d have both had questions to ask. I know that for fact, from experience. Here are just a few of the
questions I’d have asked Mr. Hutter:
How do you pick the towns you open offices in?
How do you compete – what specifically do you do to compete – with the big, advertised national brand
chains like H.R. Block and Jackson Hewitt?
You mentioned yours was blue collar clientele and you use direct-mail, so how do you choose who to mail
to, what lists do you use?
You said you mystery shop your competitors – what do you look for? What have you learned?
You run a school to get your employees – how does that work?
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You were at a 45% retention when you dug in to fix it – what percentage do you retain year to year now?
What will be your next experiment to further improve it?
What’s the biggest mistake you’ve made?
Knowing what you know now, if you had one office and decided to open 20, what would you do differently?
How do you use YOUR time? How do you manage your time?
Well, I could go on.
I am sometimes amused by peoples’ absence of curiosity, and I deliberately drop “bait” in conversation, just
to see if they’ll respond. The day after consulting with Gold/VIP Member Dr. Barry Lycka, I mentioned to
another doctor that Barry had over 500 people at his annual seminar, and signed 180 up for cosmetic procedures on the spot. I waited for the “holy cow, how’d he do that?” question. It didn’t come. In conversations
with numerous businesspeople about Trump’s ‘Apprentice Show’, I’ve mentioned the fact that they had
216,000 applicants for the first show. Not one person has asked me if I knew how they created those
216,000. A few weeks ago, a client who came to me for consulting who, in part, has said he’d like to reduce
the amount of travel and time he invests in going to his clients, sort of grumbled that he admired me, for
being able to get people to pay and come to Cleveland, then drive an hour out into the middle of nowhere,
to meet with me at my convenience. But he never specifically asked me how I do that. Since he didn’t ask, I
didn’t enlighten him. You know, I invited people to submit questions to me for my Renegade Millionaire
System – only 30 or 40 out of nearly 5,000 invited bothered to do so. If that situation was reversed, I’d ask
me something.
For the record, I, and the Renegade Millionaires that I work most closely with, are insatiably, aggressively
curious. We want to know: how did they do that? How did they know to do that? Why did they do that?
How does that business work? What are its economics? And on and on and on. And we rarely let an opportunity to quiz anybody worthy of being quizzed slip by The first time Joe Polish got me in private, on an
airplane flight from L.A. to Phoenix after I let him tag along to a Peter Lowe event, he asked me so many
questions I had to ask him to stop. Every time I’ve ever been with Fran Tarkenton, he’s quizzed me about
businesses – speaking, seminars, infomercials.
One of my earliest mentors told me he couldn’t stand idle socializing or pointless conversation. He said if
he opened his mouth, it was for one of only two purposes: to sell something or ask a probing question.
Otherwise, he’d save his breath. He also said that you should be able to observe something, overhear something or ask about something anywhere, even at a funeral, that would be profitable.
Jim Rohn has always told people: take a millionaire to dinner. Jim says most people respond: “Pick up the
check for a millionaire? Are you nuts? I should buy him his steak? Let him pick up my check. He’s the millionaire.” See, most people don’t get it. At all.
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A Kick Ass Article By Dan Kennedy
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CHA PTE R 9 2
Dan Kennedy’s Most Valuable Piece of Advice
Dan Kennedy’s Most Valuable Piece of Advice
Hey you,
It’s #2.
In the comments section of the rare article posted by Dan Kennedy here, Brian, asked “What’s the biggest
lesson or takeaway you’ve gotten from all of Dan’s stuff Nerds?”
So, today I wanted to reveal to you the one distinction I’ve deemed most important to the success of my
business as well as my life.
And first, to help magnify why this point is so important I’d like to introduce you to a man I’m extraordinarily fond of, Robert Dilts.
Anyone who’s very familiar with NLP (Tim, Nick S., John Richards), Neuro Linguistic Programming is definitely familiar with this man and if you aren’t and you’re interested in becoming influential to anyone in
your life, you should be.
Here’s why.
Some of Robert’s programs are super technical and loaded to the hilt with NLP jargon that might send the
beginners hand reaching for the stop button on their Ipod.
The one I’d like to introduce you to today is not. It’s a three day program called Conversational Magic.
The premise behind the title/theme of this seminar is that whenever you seek to influence anyone toward a
resourceful way of thinking, doing it in a way that goes under their radar, conversationally, rather than confrontationally, is what allows someone to change for the better, faster.
D a n K e n n ed y ’ s M o s t V a l u a b l e P i e c e o f A d v i c e …
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Even if this was the first time you’ve ever heard of NLP, this program would give you an outstanding overview of it, while giving you tools to become even more aware of why you do what you do and why others do
the things they do and how to talk to people in a way that opens them up to what you have to say instead of
resisting it.
If you’re not making the correlation as to why this is important to you and your business, you might not
have a pulse.
Communication is vital to all of our relationships, especially the relationship we have with ourselves. While
we may work from home and only talk to 1 or 2 people a day, we communicate non-stop with ourselves
from dusk to dawn.
Today I wanted to tell about one of the most dangerous ideas every human battles… The Thought Virus.
A thought virus is not a belief that you generate on your own. It’s not a generalization that you come up
with because you can say “Well, I’ve had this experience, this experience, this experience, and look it all
means this.”
For example, we may have some ideas in our head, for instance that we should be certified by some kind of a
organization or committee before we can have authority in a niche. But it may not actually be a reflection
of our actual life experience.
If anything, guys like Dan Kennedy show us the counter examples to this, people with “Zero official credentials” going out and self aggrandizing themselves “Experts On”, “Kings Of”, “Gurus Of” with nothing but
their own belief in themselves.
But the idea that “We Can’t” still influences us even if we’ve never even tried.
Most racial prejudice is based on thought viruses. It’s not something people come up with based on their
own experience. It’s something they pick up like a virus from other places.
Now what happens is these ideas are nothing more than self fulfilling viruses. And it’s this way why?
Because it should be that way!”
Here’s a story that illustrates this beautifully…
A group of researchers take a group of monkeys and put them in a room. There’s five of them and there’s a
stairway in a certain part of the room and at the top there’s a bunch of banana’s hanging there.
But they have it rigged up so that if any of the monkey’s go on the stairway, everybody is soaked by a water
system in the ceiling. All the monkeys get wet.
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Well, pretty soon the monkeys figure out, hey, it’s something about going to those bananas or trying to get
the bananas that leads to us all getting wet. And so if they see one of their colleagues going for the bananas
they don’t want to get wet, so they stop ‘em.
Eventually they all learn, “Don’t go to the stairway and go for the bananas.”
What’s interesting is that in the next part of the experiment they turn off the water. The monkeys still
aren’t going on the stairway so they never know the water is off. Then they take out one of those monkeys
and put in a new one.
The new monkey’s never been on the stairs, never gotten wet and of course the waters off anyway. But if
that monkey starts going toward the stairs the other 4 stop him. The harder he tries to get to the stairs, the
harder the other ones stop him.
Pretty soon he figures out he not gonna try to go to the stairs anymore.
Then they take out another one of the first group of monkeys and put in another new one. Same thing
happens. As the new one starts going toward the stairs, the other ones stop him, including by the way, the
first new monkey who’s apparently rather enthusiastic about it.
“I don’t get to go to the stairs, you don’t get to go to the stairs.”
Of course the water is still off. Then they take out another one of the old monkeys and put another one in
and the same pattern happens until they finally have all new monkeys. The water is off. They’ve never been
wet. Why don’t they go to the stairs?
“Because you shouldn’t. That’s the way it is. It’s always been that way.”
And this is what Robert means by a thought virus. “It’s just that way. That’s how it is.” It’s interesting
because a thought virus is also a belief that gets so dis-associated from it’s positive intention.
By the way, in the monkey’s case what’s the positive intention of the belief? Why does the new monkey
finally give in? To not be ostracized, rejected, fought against. Even though it doesn’t know why.
So much about change is rooted in thought viruses, beliefs that are passed on culturally and not directly by
your own experience.
I grew up with two parents who were public school teachers, government employees. So a thought virus
inherent in most people who work for the state is the whole “Ladder of Success” concept. You earn
authority, raises, respect with tenure, not on results.
My good friend, Chief here was living on his own and beating the shit out of grown up adult men when he
was 13 years old and as a kid started doing telemarketing where his reward/status was directly in proportion
D a n K e n n ed y ’ s M o s t V a l u a b l e P i e c e o f A d v i c e …
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to his productivity. So naturally his thinking got wired up to believe that “If I assert myself, excel and bring
value to any situation I can create instant authority.”
Two different mindsets. Two different scripts played out in life. All entirely subject to change, modification and enhancement if need be through role models like Robert & Dan. I can’t recommend Conversational Magic highly enough.
I feel the way you offer value to people could be deeply influenced by this program. Throughout it he illustrates how powerful language is through examples of movies, personal experience and historic speeches and
he does a magnificent job of doing so.
I try to do the same while talking to you.
Go find this program. If you want to enhance your ability to leave a lasting favorable impression on anyone
you’ll be grateful to me in the future for telling you about this today.
However, I’m sad to say my little hunt for the site to send you to, so you could buy it came up empty. He
will, however, begrudgingly, let you buy some of his other stuff though at http://www.nlpu.com/. If anyone
can find the link to a site to buy Conversational Magic, please post a link in the comment section below.
The Kennedy Concept That Had The Most Significant Impact On Me
Countless numbers of people for years and years have told Dan Kennedy in letters, during personal consults
or when brought up to the stage at his events “I know this stuff works in _________________ industry
butmy business is different.”
Years ago I listened to Dan talk about this in his Renegade Millionaire Time Management System and give
an answer to in a specific, compelling way I don’t remember ever having heard before.
Don’t get me wrong. He hammers this idea dead but this time was special. Here’s what he said…
“This is unfortunately is the knee jerk excuse that pops out of everyone’s subconscious mind and then their
mouth for not doing all sorts of effective things.
So, it’s exactly the same thing that’s said about the type of advertising/marketing that I teach and it’s the
same thing said about the time management methodology I use.
We’re now joking about it because what happens in question and answer sessions at events, and I noticed at
the last super conference three different people asked questions, and Bill had the huge “But my business is
different” up on the wall, and each one began their question like this…
“I probably shouldn’t say this but… my business is different,” and from there, go into their question.
Why?
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Look, All Businesses Have The Same Fundamental Functions In Common…
They have either a customer or a client or a patient…
They provide either a good or a service or both…
They may go to the customer location or bring the customer to their location…
They have to have some method of attracting new ones…
They need some method that’s selling repeatedly to and keeping ones they already have…
The differences between the cosmetic dentistry practice to the manufacturer of widgets that go inside vibrators, to the furniture store, the differences are really very small, very nominal and the commonalities are
much greater.
Most of my approach to time and to communication and to customer/client management has a lot more to
do first of all the individuals attitude and the individuals decision making process and then with universal
principles than it does with things that can be said to be business specific.
Everybody thinks their customers/clients can’t be trained.
Everybody thinks that in their business they have to be immediately and constantly accessible. And in
industry after industry where these beliefs are religion, at least one person and in many cases many, have
initially skeptically began to adopt some of the same things that I do, have proven that wrong.”
What he’s recently added to this that’s been rather amazing to me is using this concept as a pre-frame at his
2008 Super Conference Bonus Day.
He tells people that they’re gonna be tempted to sit in their chairs and come up with the 90 reasons why all
of these strategies won’t work for them because their business is different.
“There Is No Money In Finding Reasons Why Something Won’t Work”
Then he says, “If you’re gonna think up all the reasons you can’t use what’s being taught here you should’ve
just sent your lowest paid employee here. They’d be really great at coming up with this list. The thinking
that allows them to do so is what makes them the lowest paid person in your organization.
The real money is in taking what works in another industry and adapting it, fitting it, and making it churn
off money for your business.”
This, in my humble opinion, is the thought virus Dan helped me slay and helps other people overcome
that allows for any of his advice that comes after to transform our lives for the better.
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Without overcoming this thought virus, most of his precious gifts would disintegrate upon impact.
Now, what’s the most important lesson or takeaway you’ve gotten from Dan’s stuff?
Be hearing from you soon,
Note Taking Nerd #2
P.S. Remember… I’ve decided to commit to spending at least One Hour of my time responding to any
thoughtful question or comments made about posts I’ve written. I’m not perfect yet and after spending
hours writing this I’ve had to leave some stuff out. So feel free to point out anything I wasn’t crystal clear
on. What you say might exhaust the whole hour (if you’ve seen my responses in previous posts you’ll see I
don’t wimp out here). And, if it’s of the ” ‘Great’ or ‘Shitty’ post” type, it may not warrant any further
elaboration but yet will be oh so appreciated. I’m here for you and I’d love to hear your voice. Just let me
know what you have a question about in today’s topic. The doors open so go on ahead and deepen our
relationship today by coming on in and talking to me.
P.P.S. My personal most valuable Dan Kennedy breakthrough came through his Renegade Millionaire
System thinking. If you own Renegade Millionaire and don’t have at-a-glance notes you can refer to or… if
you’ve put off getting it CLICK HERE and you’ll see where we’ve put together all the secrets in the system
and made them easily accessible so you spend less time ‘learning about making money’ and more time
‘making money.’
CHA PTE R 9 3
5 Strategies To Help Get You Off Your Ass and Start Moving
H
ave you taken that intimidating trek into the basement of your soul? Have you started to make those
necessary changes that you’ve been putting off for 5, 10, 15, maybe 40 years?
You have a choice as a human being: You can live your life like everyone else, numb and snoozing and
oblivious to what life has to offer .. or you can take on the job of waking yourself up, and grap a seat at
the game of life. Waking up means not using the Shit Box (T.V.) as your window to the world…and
actually taking the time to read the great books of this past century…. Or just sitting outside and watching
the clouds with your children for the afternoon.
You see…. If you’re not reading the good books, meeting good people, and taking time for yourself and
your family then you’re for sure sleep walking through life.
So after reading some very “High End” books by some “High End” people recently I’m going to share some
of the strategies that I’m going to try and weave into my life.
One: Stop Beating Your Head Against the Wall!
If you are not having fun with what you are doing then you’ve gotta change immediately. One super successful consultant had an extremely successful coaching business in which he was making well over one
million dollars per year from. However, it was ripping his heart out and exausting him.
It was a project that absolutely made sense for him to do.
But it was killing his will to live. He was at the point where he was just sleep walking through life.
The money coming is was irrevelant. The project was snapping his life force. The cash was a pair of handcuffs, chaining him to commitments that took all his time and left him lifeless. So……He got rid of it ……
an act of amazing courage.
5 Strategies To Help Get You Off Your…
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First off….Money is important and do not let anybody tell you any different. However, it should never be
your measuring stick.
You and I may be stuck in what I’ll call “Starvation Thinking” … the notion that what we are doing or
that every opportunity coming our way is going to be the last one we can ever count on. This is beyond
stupid. If there is anything I’ve come to learn it’s that we live in a world of limitless opportunity. The need
for “guys” who know how to market and bring the money in is endless.
So our first step down the right path would be to take a good hard look at our life as it is today and do
some rearranging.
Sometimes we just have to move the sofa from one side of the room to the other. Meaning that we don’t
have to make radical changes but just small changes to what we are already doing.
Two: Keep it Simple Stupid
This may be simple in nature but it is probably one of the most repeated success strategy I read from people
who make things happen. Keep your focus narrow and limited to two or three things at a time. It’s immature to believe you can “have it all” or increase your happiness by spreadind yourself to thin, trying to be all
things to all people. When setting your goals remember not to be unrealistic…. And trim thins down to
what can actually happen.
Third: Cut the Never Ending Back – End
No Never Ending Back – End Shit Head. I’m the Shit Head by the way.
This means not starting projects tht go on and on and on, so that you are nailed to commitments for a very
long time. At least until you’ve thougth what these commitments mean to your life and your future.
By not looking at the consequences of the decisions you make today you will eventually bury yourself alive.
Fourth: Guard Your Time Like a Ravaged Pit Bull
People will spend fortunes guarding their “things” but don’t give one damn thought about the only thing
we really have and it’s limted by the way……our time.
This means not letting anyone take control of your time. Systematizing everything you do. Paying attention
to the key numbers in your life and your business. Make others work on your schedule not the other way
around.
Fifth: Never Stop Accessing Your Progress
Steve Jobs, after his bout with cancer, wrote this note. “If today were the last day of my life, would I do what
I’m about to do?”
In the End, here is a list I borrowed by an extremely successful business man named Dean Jackson.
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These question may seem harsh and unrealistic today but they should be what you are driving for in the
end.
“I Know I’m Being Successful When….”
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
I can wake up every day and ask “What would I like to do today?”
My passive revenue exceed my lifestyle needs.
My family truly likes spending time with me.
I can live anywhere in the world I choose.
I’m working on projects that excite me and allow me to do my BEST work.
I can disappear for several months with no affect on my income.
There are no whiny people in my life.
I wear my watch for curiosity purpose only.
I have not time obligations or deadlines.
I wear whatever I want at all times.
I can quit at any time.
I can say no whenever I choose to and never be scared.
Now Add some question of your own or drop a comment and let me know what you think of this post.
Your Chief Nerd
Dexter Abraham
The Chief Nerd of Nerd Nation
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CHA PTE R 9 4
Online Video is the craze… Go To Mike Koenigs For Advice On
How To Do It Right
H
ey you,
It’s #2.
On Tuesday’s Ultra Product Launch Call, Chris asked us a question about online video, specifically what
sites are best to submit them to.
I referred him to Mike Koenigs at trafficgeyser.com. I wanted you to know about him also. Mike was
recently interviewed by Tony Robbins for his “New Money Masters Series”.
That video turned into a fan boy of Mike.
He built this super de duper program that allows you to distribute your web video to EVERY significant
video and social media site on the internet. Mike is also a wizard at knowing what technology you need to
get started, what’s the best bang for your buck and what’s totally un-necessary.
Below is a link to 28 minute free video on his blog that goes into detail about picking the right equipment
for your specific situation. This video will show you how not to get screwed and also how to shine.
Go check out Mike here at…
http://trafficgeyser.com/blog/?p=8
For some reason, wordpress is blanking out my hyper link button so just copy and paste the web address
above, into your browser and you’ll be on your way.
Talk soon,
Note Taking Nerd #2
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CHA PTE R 9 5
Clayton Makepeace’s 14 Crucial Elements of Outstanding Subject
Lines
Clayton Makepeace’s 14 Crucial Elements of Outstanding Subject Lines
Hey you,
It’s #2.
Today I thought I’d do something special for you.
I’m dead in the middle of finishing the notes for Clayton Makepeace’s Online Profit Multiplier program.
While taking notes I came across the whole module he did on the email marketing part of OPM. Maybe
you don’t remember the promotion that he did in October of 2008 for this rare program that’s not even
available for sale on his website.
Here’s a few paragraphs where he’s describing it that I pulled out of the sales letter for you…
* At a time like this, tools that give you maximum online response rates and sales are worth their weight
in gold.
* My Online Profit Multiplier (OPM) just caused a staggering 33% of the people on our Total Package subscription list to register and watch our webcast introducing OPM — and it can do the same for your company or your clients’ companies.
* Every month, this kind of event, attracts up to 40,000 prospective customers for my client. And combined with my proprietary follow-up strategy tactics and copywriting techniques, generates sales of up
to $5 million … and pays me royalties of up to $500,000 sometimes more. And I want to show you how
these powerful tools can do the same for you.
***
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During the module on email marketing he makes a bold claim. He says that “80% of OPM is email.”
Here’s what Clayton calls the “14 Common Elements of Outstanding Subject Lines”
directly from my notes…
1. The shorter, the Better
35-50 characters
Supposedly shorter subject lines get 2-3x as many clicks as longer
2. Report the news
Stuff on news connects with what’s on prospects minds today.
Strive to connect the news event to your event.
Clayton’s found that of all things here on this list, that news sells best.
3. Drop a name
Obama, Madonna, Osama, whoever’s hot now.
Make sure your audience cares about or knows of them and even then don’t error on everyone knowing.
Give them a brief background like Jay Leno used to do with all the jokes on his monologue. He said this
was what made his job harder. Johnny Carson never had to explain his jokes because we didn’t have our
attention/information as fragmented as we do now with the internet and 9,000 cable/satellite channels.
Clayton recommends subscribing to newsmax.com because they do such a brilliant job of this, especially in
the political world subject lines.
4. Surprise them
Challenge a myth
Challenge an authority. Maybe you can tell them that something their lawyer, accountant, their tax preparer told them is WRONG!
5. Deliver Info
Promise of benefit for reading… they’re gonna be able to break dance better than ever, grow pubic hair on
their cue ball head, cut their taxes by 19.4%.
6. Include irony or absurdity
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One-legged golfer who shows you how to hit the ball farther than anyone you know, woman shows men
how to improve their driving :~P, Guy talks to dogs and gets his own TV show and humongous fees to train
canines how to behave.
Use whatever you’ve got. Sometimes you’re sitting on a story that’s pure gold and you don’t even know it
until you start looking for counter intuitive examples of why you or your clients succeed.
7. Try an apparent contradiction
Oxymoron’s, you know “Military intelligence” and stuff like that.
8. Pique their curiosity
One of most addictive banner ads ever to run online are those stupid IQ tests, “Are you smart enough to be
president?” You wanna know why I know they’re addictive. Because they keep showing and showing and
showing. If they didn’t make money they would’ve bleed the guys running them dry long ago.
Anything you can do to involve your prospects is gonna be great.
9. Include urgency
Deadlines/countdowns are fabulous movers for your subject lines. Especially if you’re speaking to your
ideal prospects most desired outcomes.
10. Use a must-read element
A perfect example of this is what the FTC is looking to do to alter the way marketers can use testimonials/
endorsements. Just in case you haven’t heard about this go to… http://www.john-carlton.com/ and you’ll
see what John Carlton, the world famous copywriter had to say about this and you’ll see he’s linked the
FTC’s document there also.
If you’re a marketer who relies heavily on testes, you’ll be prying open a email with a subject line about this
in a flash.
11. Include empathy
This is the whole idea of “I was where you are until I found out about this…”
12. Togetherness
Prime example of this embodied is Gary Bencivenga’s use of this in his famous headline and deck copy that
read… “Lies, Lies, Lies” Why we investors are fed up with everyone lying to us and stealing our money.”
That sentence implies in this battle with you. I’m on your side. We’re on the same team.
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Look for ways to be a friend instead of a salesman.
13. Mix it up
You always want to keep people guessing. I’ve learned this having to write titles for posts. Some work
better than others but if I keep going back to the same formula, I’ll burn it out.
Look to try to create a saga that unfolds daily in your prospects inbox.
Mix it up and be inventive because repetition will kill you here.
14. Add a local element
Identify where your prospects are in the country, by getting their zip codes from when they’ve ordered stuff
from you and then if possible add a local element to your emails.
I think playboy.com did this with me. They’re always pitching Arizona College Girls photo shoots to me.
Too bad their ads suck. Some of the teaser tastefully taken pics they send are pretty mind boggling.
Newsmax.com did this lately talking about…
“The only safe banks in Phoenix”
David Ogilvy, the direct marketing legend did this, Gary Halbert, another direct marketing legend did also.
Put it to work for you.
***
So there you have it.
And what’s crazy is that as vital and powerful as all 14 of these elements are, they don’t mean shit if you
don’t get one other critical piece of the puzzle right. I’ll give you a clue of where to find this. It’s on the
same page of your guide right before I dive into this list.
So go to your email inbox and find the email with the subject line that reads “Note Taking Nerd #2 was
dead wrong” and go to the link to pre-order your copy of this this guide or email mynotetakingnerd.com if you deleted it by accident and just type the chief a short note that says you’d like to have
one of these amazing guides for yourself.
Talk to you again soon,
Note Taking Nerd #2
CHA PTE R 9 6
Be Known as a Good Starter and an Outstanding Finisher
“
Do Not Be Known As a Good Starter
But a Poor Finisher”
“Be Known as a Good Starter
and an Outstanding Finisher”
We live in a “Instant Gratification” society. The catch phrases of today are “Six Second Abs”, “Incredible –
A Miracle”, “Fast and Easy”, Ect…
The reason so many Goal Achievers do not become Goal Achievers is because of the “This is supposed to be
easy” mentality.
We all set goals. We all fail to meet many of them. Why?
Urgent!
There are FOUR CHALLENGES that we mistakenly assess:
Time: “This is taking longer than I thought It would” or “I don’t have time for this.”
Effort: “This is a lot harder than I thought it would be” or “I’m tired, It’s not worth it.”. This is because we
get caught up in the inspiration and motivation of the moment in the beginning phase of setting the goal
and do not think it through rationally.
Competing Goals: “I had no idea I would be so busy. I will have to wait until later.”
Maintenance: “After I got in shape, I celebrated by indulging in some of the actions that forced me to set
my goals in the first place. Now, for some unexplained reason, I’m back to where I started. What do I do
now, go I some diet for the rest of my life?”
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IT TOOK YOU MANY YEARS TO DEVELOP THE HABITS YOU CURRENTLY HAVE. CHANGING
BEHAVIOR REQUIRES A TREMENDOUS
AMOUNT OF SELF WILL AND TIME!
Lasting Leadership and Character Development is a lifelong process. A temporary change in behavior to
“look good” or “feel good” in the short term will only create personal and interpersonal cynicism if you do
not stick with it.
TO ACHIEVE MEANINGFUL GOALS, YOU’LL HAVE TO PAY THE PRICE. NOTHING CAN MAKE
YOU BETTER, UNLESS YOU MAKE THE DECISION TO DO IT YOURSELVE .THE MOTIVATION
MUST COME FROM WITHIN.
This is How You Finish Strong….
Diego Coralles Said He Would Go Through Hell and He did…
[youtube=http://www.youtube.com/watch?v=jsEGRD1exfc]
What’s Your Excuse for Not Finishing Strong?
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CHA PTE R 9 7
“What a Stripper Taught Dan Kennedy When He Was 16 Years
Old”
“
What a Stripper Taught Dan Kennedy When He Was 16 Years Old”
Hey you,
It’s #2.
How you doin’? It’s been too long since we talked. This week has been crazy busy for me.
Partly because I’ve had the privilege of standing guard over my 3 year old niece.
If you’re a parent who’s running a business while taking care of a toddler, my hat goes off to you.
Toddlers need you to protect them during all their waking hours and want you to be in sight even if it’s
time for you to do “the necessary.”
As a kid I carved pumpkins, and I can still remember having fond memories of the process. So, I went out
and bought the little pincess (3 year old speak for princess) a pumpkin and a super goddammit pumpkin
carving kit. The kind I never had as a kid.
We were just handed a steak knife and we’re told to have at it. This kit had scoops, 2 different kinds of
carving knifes, pokers, and intricate patterns you could trace to make a hellified pumpkin design.
When I saw it, I had to have it. My niece deserves no less. Not on my watch.
While helping my brother watch her today so he could work, I spent probably close to 2 HOURS cutting
out a kitty cat design for my favorite little 3 year old. I definitely didn’t anticipate taking that long. And
this was after I spent close to an hour the day before cutting the pumpkin open, scraping and pulling out
the muck, separating the seeds and roasting them for the pincess (which she loved by the way).
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After spending the early part of the week finishing the Clayton Makepeace “Online Profit Multiplier”
report, working on other projects, and watching her, I was highly tempted to wait till next week to talk to
you but I said “Fuck that.” I miss you and had to let you in on a little bit of pure platinum I indulged in
today.
Rare Footage Relayed For You About Stripper Wisdom
Today I wanted to share with you some notes I was taking on Dan Kennedy’s Bonus Day-After-The-Seminar Session he did all on “Increasing Price” during the 2008 Super Conference Weekend and what he
learned from a red haired, long legged, “Pole Jockey.”
It all began with curiosity.
During high school Dan had a teacher who owned a bar and hired him to work there. This is what gave
him the proximity to a “Dancer” as otherwise he was barred from setting foot in an actual strip club.
Naturally, with meeting a honest-to-goodness “Entertainer” the intrigue was at maximum overdrive and
Dan being Dan was interested in some of the aspects of her occupation.
They got to talking and she started telling him about her 20 minute act where she comes out on stage and
removes one piece of clothing at a time. And how she starts with a lot of items ultimately winding up
nekked.
So, he popped the idiot/brilliant question…
“Gee, if people are there to see you naked, why don’t you come out naked for the whole 20 minutes?”
Seemingly that’s what the people are there for, right?
She said, “Well boy, they give me money for each item of clothing I take off to encourage me to take off
another article of clothing. So… you do it a little bit at a time and you get more money for doing it.”
After a few minutes when his mind was functioning again because at 16, the blood doesn’t divide between
both heads at all, Dan says to himself, “I’m gonna make a note to myself about this.”
So he made the note and still has it. Here it is…
If you march out there and let them see it all for free you won’t get any money.
Free is generally a bad word.
The main context Kennedy is referring to here is in the aspect of quotes. When he started running his manufacturing business he came to the conclusion they were in the “Quote Manufacturing” business. Everything changed when they started to charge for those same quotes.
“What a Stripper Taught Dan Kennedy When…
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I think he picked this up from a man he’s modeled by the name of David Sandler, creator of the Sandler
Sales System. Dan turned me onto to this guy in his Renegade Millionaire System and I love him for it.
Sandler was all about doing the opposite of what traditional salesman did. Part of that mindset involved
telling people there was a fee for quotes. You’ve got to pay to play.
He’d tell people he wasn’t in the quote business so that if any of his time was going to be spent putting one
together, he’d have to be paid for it. And if they decided to go ahead and do business with each other the
price of the quote would be deducted from the fee they agreed to.
This shut down a lot of the looky loo’s and people who can’t say no. People who aren’t serious about
solving their problem at this moment. Time wasters.
If you want to learn why Dan worships the results this Sandler’s expertise can earn for you along with a
truck load of other “Kennedy Wisdom” CLICK HERE.
Dan also recalls learning about charging for what most people give away by working in a bar while in high
school This was a bar that had a cover charge. People paid to get in to pay.
Why doesn’t this apply to any business?
Darin Garman, one of Dan’s long time clients, sells commercial real estate to investors in the heartland of
America, mostly to people not there. Most of the clients live in New York, California or Florida.
In order to buy from him you pay a $9,700 fee.
He’d recently tested a $19,700 premium fee to make the $9,700 fee seem reasonable and people are paying
it. Online. And keep in mind he’s making a full commission on the properties.
Obviously these are affluent investors. The higher up the affluence scale you go, the more accustomed they
are to paying for access. The lower down the ladder you go, the less they’re accustomed to paying for
access.
Part of how you get premium level fees is by disclosing what kind of client you want and what kind you
don’t. Who your business is for and who it isn’t for. You have to set the expectation for high quality for
there to be a way for the affluent client/customer to discriminate in your favor.
The more affluent a person is, the less they want to be where everyone else is permitted to be. So this means
it’s gotta be somewhat difficult to get in the door which means there has to be some clear definitions of
who’s supposed to walk through that door and who isn’t.
Some version of “This isn’t for everyone” should apply to EVERY business
It doesn’t matter what your selling or what anyone else is doing.
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Almost everyone does something in their business that they charge for. People feel compelled to do this as
a means of getting business or as a part of fulfillment. You don’t have to.
What is it that you’re not charging for that could bring you higher qualified leads, which would result
in you having higher paying, loyal, rabid customers?
Something to think about.
Talk to you soon,
Note Taking Nerd #2
CHA PTE R 9 8
Notes From Eben Pagan Modern Marketing Mastery
U
nderstanding the perspective of the other person, understand how they think, understand the words
they use to describe things, and then communicate with them using THEIR favorite communication
not YOUR favorite communication
Start listening behind the words, start listening for what people are really saying - listening for their emotional drives, their motivations, their fears, their frustrations, their wants, where they’re trying to go…being
understood and someone who really wants to understand…offering the products/services that help them
get the results they’re looking for
The best products/services market themselves…people are buying buying a result, an outcome, delivery
from some pain/anxiety their feeling…product/service is a means to an end they’re seeking…talk about the
product/service VS “I understand the outcome you’re trying to achieve, I understand your fear/frustration/
pain, I understand what you want to be delivered from - and I’ve created something that if you use this it
will deliver you, it will get you to here, it’s a means’ …and keep talking about them and their needs and how
your product will deliver what they want.
It’s not about you and your product, it’s about them and the outcome that they’re seeking. Until you get
that you must stop talking about how great you and your product are/is, and until you get that you must
start talking about them and their needs and the results or outcome they want or benefit they’re seeking,
you’ll be banging your head against a wall.
Ultimately you build the marketing INTO the product/service.
So when they see the product/service, on it’s face they see it’s what they need to solve their problem. Then
marketing and selling becomes easier as all you’re saying is “I understand your needs and this is what will
deliver the result you’re looking for”
Innovation - something that’s new, better, and different BUT ALSO something that solves a problem/
delivers a result/gets a customer the outcome they want that wasn’t available previously.
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Marketing - connecting with those people and showing them you have stuff that solves their problems,
explaining it, and helping them to buy it
MARKETING AND INNOVATION ARE ALL THAT MATTER - you can hire people for the rest of the
stuff
…just because you did something doesn’t mean you deserve the money
Becoming a powerful marketer that then takes what they’ve learned about marketing, psychology, understanding the customer and uses that to fuel innovation. Because the expert marketer that innovates creates
innovations people want to buy because the marketing is built right in.
Marketing russian roulette
1. copying everything from others
2. knowing what you like and creating original things you like
…trying to copy others and create your own marketing and not knowing WHY you’re doing what you’re
doing and copying blindly means not having a long term strategy that will get you anywhere…
…it’s not about getting your name out there, it’s about getting their name in here…yelling your name from
a mountaintop is not a useful startup strategy…
Getting their name in here is about: finding your audience, finding your market, get infront of them, understand their needs, and then communicate clearly that your product/service/the thing that you offer will
deliver them to the promise land will help them get the result/the outcome/the delivery from the fear the
anxiety the pain they seek at a fair price and you’ll make an offer to do it.
(sidenote alogorithm: Find -> Understand -> Found -> Understood -> Fair Offer -> Transfer)
MARKETING IS ABOUT CONVERSION, NOT ABOUT COMMUNICATION
You’re not trying to communicate with people, you’re trying to get them to come in and convert and give
you money in exchange for what it is you’re trying to sell
Your Market, Your Model, Your Strategy…these are more important than things like the words written at
the top of your ad.
What is your market?
The people you sell stuff to/The target market + Products/services you sell.
Put those together you got people that need stuff and stuff they need and they’re buying it, and that creates
a market.
N o t es F r o m E b e n P a g a n M o d e r n M a r k e t i n g …
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Narrowing your focus, creating a category, dominating your niche - very important elements, you have to
understand your market
Your Strategy?
Your psychological approach. It’s not what you’re doing but how you’re doing it.
The methodology, the philosophy you’re using to get there. Are you the best in your market? The cheapest?
The unique new solution that wasn’t available before?
Being all things to all people is a fundamental mistake. Talking to everyone except the person that needs or
wants our product the most and talking just to them.
This Report is 4 Times Bigger Then This…30 More Pages of Genius…If you would like to Get Your Copy
of the Complete Modern Marketing Nerd Report Please Click Here Now
Your Model?
How all the puzzle pieces fit together. It’s the marketing channel you market through (i.e. print, TV), how
you generate a lead or a prospect, how you convert it to a sale, how you follow up, how you upsell someone
to the next product/service while they’re purchasing, all these steps in a spreadsheet in a real model with
metrics so you can see how they affect each other and how they influence each other, and how if you grow it
will scale and how the numbers will change.
As you grow putting these together in a model you can see a diagram of and show how they all affect each
other and how you pour all the leads in the top how they all come out and how the money comes out and
how the ROI looks so you have a business.
Some models?
-Retail distribution (you create the product you find the distributors retail outlets you got to them and say
“sell this thing and I’ll support it with my marketing and I’ll give you the product and you got a lot of foot
traffic and you got the customers so we’ll put it there”)
-Subscription (i.e. magazines, book of the month - more of a long term model trying to get someone into
the beginning and get them to subscribe so you can sell them many things with one sale)
-Infomercial models (not really about selling the thing on the infomercial as it’s just a loss leader designed
to get you to call cause you’re hot to buy and then they sell you a bunch of other things i.e. don lapre $100
mil not making money from the toolkit but upselling to merchant accounts and biz ops etc)
-Dell computer model (get lead to come to website with all your lead gen stuff and person starts build their
dream computer and selecting all the parts and psychologically in the process they weave themselves into it
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and they start to own this thing that they’re creating and by the time you get to the end you’ve built this
computer you want and you got it all ready and you can see it and imagine it and say ‘well I got to buy it’)
-Windows OS model (they find a distributor like Dell that sells millions of computers they make wholesale
deals with them to put windows on their computer that is going out the door and they do that for several
years and the next thing you know everyone is using that OS and everyone starts upgrading to get new versions and new software won’t run on the old versions and rather than buying a new version they buy a
whole new computer that already has the new version of windows and it’s a virtuous cycle - IT’S A MARKETING MODEL)
-Affiliate marketing (sell something, allow tens of thousands to be distributors and they drive leads that buy
it, cut cheque to them, get third party tracking and measuring and paying the cheques and doing the whole
thing, and you just get a report)
-Social Networking/Social Media (places people come to do virtually what they used to do in the real world
virtualizing human interaction, and they can interact with your business in all sorts of ways)
The best models typically have 1 thing in common: They’re not trying to sell 1 thing in 1 shot. There’s
upsells, there’s backend, there’s continuity, there are other products, there’s a long term life time value
model.
Marketing is not “I’m going to create a great ad and it’ll make all the money for me”, but marketing is
“building a long term relationship with a prospect and selling them one thing after another after another
after another to help them get the results they’re looking for”
Brand based marketing
Direct response marketing
Hope based marketing
…figure out what people want to buy and give a little of what they want to buy/result they want, give that
little bit away for free, and have the next part something they buy…
To Buy The Complete Nerd Report On This Private Event ByEben Pagan Click Here Now
Strategies:
* Be the best: highest quality, flawless experience, high status, conspicuous consumption, pride of spending,
image, you are the gold standard (i.e. rolex, apple, ferrari, 4 seasons, whole foods market, virgin atlantic) …
you premium price/high profits as you have that whole segment to yourself and people will pay a lot more,
you become visible to highest spending customers quickly and you can corner the market - but perfection is
expected and your competing with the experience those other brands deliver and expensive to deliver the
gold standard premium experience
Notes From Eben Pagan Modern Marketing…
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* The Cheapest/Best Value: lowest cost, best value (i.e. walmart with exploiting technology to attain efficiencies and just being better faster more on top of their game, southwest, home depot, staples, mcdonalds,
dell) if you can achieve high volume and dominate the market then the volume can make huge amounts of
money.
It’s a no brainer strategy that you can yell from the treetops and you will attract people, and it’s easy for
your company and team as you just tell them ‘we need the lowest price that’s how we stay in business’ so it
keeps you aligned.
But it’s a tricky game that if you compete on price and someone shows up and can do it at a better price
your margin is thin and will be hard to compete (i.e. china wiping out sectors of industry i.e. importing steel
even with all shipping costs is still cheaper from china than here) big companies that own the market and
don’t want you taking any doing 1000x the business you’re doing can tweak the prices a bit and make it
painful for you
* The New Unique Solution/The New Category: you create this new category not out in reality but in the
mind of the prospect and you’re going to become a new niche expert as you will create the niche and then
become an expert in it.
This is the land of zero competition and you can set your own prices because when you’re the only one
offering the product as far as the prospect is concerned then they need to pay what is reasonable to pay and
if you can persuade them you have the value then you can persuade them it’s worth paying whatever you
want them paying…if it’s a hit you can parlay and develop it into “the best” strategy cause you created the
category and you can morph or evolve into the owner of the market (i.e. Ipod, Jamba juice, myspace,
google, altitude, double your dating) - google didn’t create the search engine category?
IN THE MINDS OF ALL THE PEOPLE THAT USE IT, THEY DID. Who invented the search engine? Ask
the average person and they say ‘google’. Did Apple invent the Mp3 player or portable Ipod? No. Do you
think most people that own them think they did? Yes. Why? BECAUSE THEY CREATED A NEW CATEGORY IN THE MIND OF THE PROSPECT.
The challenge here is it requires you spending time to get to know your customers, finding out where they
have a pain problem frustration a result they want to achieve, that they don’t feel like they have any options
- and then you can address that with a new niche you can create. This strategy allows you to compete with
big well funded players. It allows you to jump in, charge premium prices, and create your own category.
Competitors lump you in with everything else, but as far as the customers are concerned the customers are
getting something new different and better. The downside of this is it requires legwork, thinking, and
experimentation. If you’re creating something new, it means you’re blazing your own trail, your on path no
one has taken. You’re not walking down the trail a lot of animals have taken for 100s of years, you’ve got to
find your own way.
Marketing Channels: the frequencies, the wavelengths, the pipes you’re going to use to reach a mass audience. You’re going to have to reach a lot of people and use some mass marketing channel to do that.
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* Cold marketing/Canvassing: outbound telemarketing, door to door
* Blind direct mail: mail to a zip code
* Traditional mass marketing/media: buying inclusion, being included with the broadcast message that’s
going out to a lot of people, buying a little ad in the newyork times (it’s going out to millions of people and
you know you’re going to get included and ride along) Another example might be placing an advertising on
a show a million people watch - you know it’s getting to a million people, you’re just going to get in there
and jump infront of them…another is a banner ad placed on a mass media site, they’ve a million people and
you know it and your banner is going to show up infront of a lot of people…Broadcast… just sending it out
there, PR, trade shows (lots of traffic and hoping you meet your prospect), basic affiliate marketing where
you make a product and just put it on an affiliate network and hope a bunch of people pick it up, Maybe
email such as coreg databases with millions of people and someone just broadcasts your message to them.
All MASS MARKETING. The idea is to ride along with someone elses message and hope your prospect sees
you.
* “Existing Customer Relationships Of Others” Channel: can also be a broadcast where you’re paying for
inclusion or paying to be delivered, but instead of just going out to the world with a little bit of targeting,
now you’re going in with some endorsement and some trust and there’s an assumed relationship in some
way…
An example might be an endorsed marketing piece (this is probably the strongest version of this) where you
find someone who has a successful company has a lot of customers has a good relationship with their customers and a lot of trust and you say “Hey I sell something that would be complimentary to your product or
service, will you send all of your customers a communication that tells them about me and says that I’m
great and recommend them to buy from me?”
So that’s like riding in on an existing customer relationship…some bundled offers can be this too like a lot
of computer manufactures bundled pieces of software on the computer and they say ‘if you buy the computer we throw in all this software’ and the person selling that software kind of got bundled in there and are
now also selling their product through an existing customer relationship channel riding in on the buying
channel…targeted DM to a rented customer list, it’s someone that bought something like/related to what
you’re selling you know they’re a buyer and so you’re coming in through that channel…retail - someones in
there buying stuff and they can buy your thing…search marketing, either PPC or SEO, the person there is a
‘customer’ of the search engine using it to do something that can be just as powerful as buying which is
typing in search phrases meaning they’re looking for the thing, so in a way you’re riding in with someone
who has interest in the topic with search marketing…Endorsed Relationships the most powerful of these.
* One to One Marketing: ‘to motivate or incentivize an individual to refer or sell others’, this might be a
network marketing model or a work of mouth or viral model, the internet has made the viral model easier
than ever but very few can do it…On word of mouth marketing: “No one knows how to do it on purpose” David Ogilvy. Rely on response based marketing where you go out and find good qualified prospects,
sharing your offer, and asking them to convert.
Notes From Eben Pagan Modern Marketing…
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There are a ton of ways to skin a cat.
Start with a high probability model: response based marketing/a DM model…learn that, develop that,
potentially start with targeted online advertising or endorsed relationships and spend a little bit of money
and really see whether or not the offer works.
Maybe use search marketing or online affiliate marketing - things where you’re really able to measure and
pay for results - and if you can make those work, you can then go on to tackle the bigger beasts.
If you can’t make those work, you’ll probably have a hard time making the sophistocated abstract and complex models work. So start with response oriented direct marketing.
2 Faces of Marketing:
* External Face (lead gen, advertising, going out and finding the people that might be interested in your
prod/serv and getting their attention and getting them to look at what it is you have)
* Internal Face (conversion, once you have their attention looking at your stuff, then connecting bonding
communicating the value of your prod/serv and converting them to a sale)
2 teams handle each - one if the lead acquisition team trying to get people to come in, and conversion team
figures out what to do with them from then on in terms of offering them products helping them to achieve
what they want to achieve in the right sequence that will get the most value to the customer and thus the
most value to you
YOU BREAK THESE INTO 2 SO THAT YOU DON’T GO INTO SALES MODE WITH A PERSON WHO
HASN’T GOTTEN TO KNOW YOU AT ALL AND DOESN’T KNOW, LIKE, OR TRUST YOU AND
YOU’RE ALREADY TRYING TO SELL THEM. Don’t sell too soon, so you see how to link the 2 together.
Testing and Optimization:
Expect 80% of your advertising and marketing tests to fail, meaning they don’t bring in enough sales to
justify continuing. “IN MARKETING WE’RE NOT TRYING TO WIN A COIN FLIP, WE’RE DRILLING
FOR OIL.” We can afford to try alot of test wells because we know that when we find a good one it’s going
to be worth A LOT to us.
So when you find that right combination of the right strategy, the right channel, the right marketing piece,
the right conversion, the right upsell, the right backend…when you find that right combination and you
find a model that works that you can then start tweaking and optimizing - THAT is when you have something that’s really really valuable.
That’s when you have a marketing system that works, that’s when you have a marketing model that works.
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SO USE THE MATERIAL IN THIS PROGRAM TO MAKE A LOT OF MARKETING TESTS. Keep the
things that work, throw away the things that don’t, don’t get too attached to anything, and remember:
YOU’RE DRILLING FOR OIL.
What is Marketing?
THE PROMISE OF FULFILLMENT OF THE NEED THE CUSTOMER HAS INCLUDING AN
ACTION STEP IN THERE SO THE CUSTOMER CAN TAKE ACTION AND GET THEIR NEED FULFILLED AT A PRICE THAT MAKES SENSE.
10 Response Marketing Commandments:
1.
2. Show me I am in the right place immediately by giving me what I’m looking for’ - at a gut level
3. Know the emotional hot buttons or pain points that are important to me and keep saying them over and
over and relating EVERYTHING to those points and the outcome/result that I want/am looking for’ critical to line up the beginning of the communication, middle of the communication, and end of the
communication when you ask a prospect to take action, they have to be lined up, they have to be congruent with each other
4. ‘Talk to me in a personal one-to-one conversational tone and show me that you get me’ how? by being
specific, getting right to the point and not wasting words
5. Design everything in a way that’s easy and intuitive for me to understand and comprehend’ in a way
that naturally evokes confidence and trust at some level
6. Leave me better off than I was when I arrived by giving me something I can use to get closer to my
desired result NOW’ get them one step closer to the result they want
7. Help me to feel that you are trustworthy’ that you’re authentic, that you’re authoritative, by sharing the
good the bad the ugly, be real with me, and help me feel you are trustworthy, it’s an emotion I want to
feel it help me feel the emotion of trust
8. Help me get the feeling that I have discovered a wonderful secret personal resource and now I have a goto advantage I can go to when I’m in need’ and can access whenever I need to
9. Tell me your story of how you/your product/your service came to be in a way that resonates with me on
a personal individual level’ and in your story tell me about your passion for your prod/serv, tell me
about your passion for helping me as a person
10. Tell me EXACTLY what I need to do in order to take the next step to get the result that I want’ and
further translate or convert your methods into a currency that I can understand on an intuitive level,
convert it into a currency that I understand
11. Take away my risk or better yet turn it around so that you as the business owner have more of it than
me’ take away all my risk or better turn it around so you have it and not me
WOW…GREAT STUFF NERD…I WANT THE COMPLETE REPORT THAT IS 4 TIMES BIGGER
THEN THIS WITH AMAZING CONTENT..I’M READY TO BUY THE FULL NERD REPORT NOW
“what are all these people trying to accomplish?” “what’s in common?”
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i.e. maybe business people who are also interested in spirituality THUS you may ask “hmm are there any
online communities where business people into spirituality share enlightened business concepts?” and figuring out who these people are you may stumble across that and ask “how do we communicate with impact
so that when one of those people sees our community or website ‘this is for business people who are also
into spirituality’ and they go ‘oooh interesting that’s kind of the group I want to be in’.
Then you go in and figure out people who are business people who are also enlightened spiritual oriented
people what are their needs, fears, irrational desires, motives, problems they’re trying to solve and then base
your community on addressing those top 3 or 5 harddriving emotional needs and focus on narrowly what
they’re trying to accomplish so when they show up you can show them exactly what they’re looking to get,
you have to know the specific needs of the people by asking them.
CHA PTE R 9 9
Ryan Deiss And Perry Belcher’s 43 Proven, Brain-Dead-Simple
Tweaks You Can Make To Your Site, So You Can Make More
Money
Ryan Deiss & Perry Belcher’s 43 Proven, Brain-Dead-Simple Tweaks You Can Make To Your Site, So
You Can Make More Money
Hey You,
It’s #2.
I know the Chief has expressed his gratitude to you for stepping up big time and getting all in Wordpress’s
face like an angry coach for “accidentally” suspending our blog.
If the chief and I didn’t have loyal friends like you protesting, it wouldn’t have taken our Junkyard Dog
attorney to get everything straightened out but thankfully we didn’t even have to call him.
Now I’d like to thank you by giving you one hell of a set of notes I took on Ryan Deiss and Perry Belcher’s
43 Split Test Program. This is where they went through the notes they took on all the tests they ran in
multiple industries (not just internet marketing) and broke down the results.
This is perfect for those of you who own this already but haven’t taken notes on it yet. If you don’t own it
and you market online, you should go find it today. It’s that good.
During Eben Pagan’s “Get Altitude” seminar he asked everyone who split test something on their site, every
single day, to stand up. What he found was that everyone who was standing had a site that was making
them over a MILLION DOLLARS A YEAR.
My suggestion, take action on at least one of the suggestions today so you can get move beyond the million
dollar mark or get closer to meeting it.
Ry an D e i s s A n d P e r r y B e l c h e r ’ s 4 3 P r o v e n …
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Enough said. Happy plundering…
43 Split Tests
#1 Guarantees
1.1 365 day guarantee increased conversion 5.6%
1.2 Reduced return rate 38% - Huge Impact
1.3 “No Small Print” weasel clause guarantees
#2 Post Sale Autoresponders
2.1 Changing your follow up autoresponder series to be sent from a “Personal Success Coach” and
including 6 messages that help to teach consumption and satisfaction will reduce return rates by 17%.
2.2 Adding video instructional messages will reduce the return rate by about 24%
2.2.1 Can use the flip video for this. theflip.com or Camtasia
2.3 Instructions, success stories, what to do first - Quick Start Guide - always from the “personal success
coach”. then ask them to give you feedback, NOT testimonials.
2.4 Not always good to have the “Big shot, face of company” emailing everyday, “success coach” gives a
different feel.
2.5 People feel better about returning things to a faceless corporation rather than a person.
2.5.1 Most returns come from people not using rather than it not working
#3 Order Form
3.1 Placing testes on the right hand side of your order form will increase conversions 28-30%
3.2 Kennedy’s car dealership story- best car salesman he ever knew had a wall full of pics of smiling customers with their new cars in his office.
3.3 If you’re awesome you’re probably getting 80+% cart abandonment
#4 Payment Area
4.1 Placing a small video in your payment area explaining your site security will increase conversions by
12%
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4.2 Get these logos on your site to help create trust in you: authorize.net, verisign, 128 bit encryption, BBB
(Better Business Bureau), hacker safe.com, truste.com, honesteonline.com
#5 Payment Area
5.1 Placing seals from reputable sources like the BBB or Online Business Bureau in your buy areas, next to
your buy now buttons, top right corner of site will increase conversions by 13%
5.2 Do Not use the logo or seal if you are not a member!!!
5.3 Take a look at what Amazon and those guys do
#6 Guarantee
6.1 Placing your guarantee in a text box with a seal and a red border can increase conversions by 17%
#7 Offer Look
7.1 Placing a dashed 4 pixel red border around your buy area can increase conversions by 28%
#8 Body Text
8.1 Changing all body text to Arial 12 point font can show a 31-36% increase in readability
8.2 12 point and 12 pixels (Dreamweaver) the same
#9 Headline Colors
9.1 Changing headline to rust-burgundy will increase conversions 28% conservatively
9.2 Lighter shade of blue is a close second
#10 Headline Font and Size
10.1 Changing headline to 20 pt Tahoma font and adding “Quotations” can increase conversion 17%.
#11 Headline Templates
11.1 Changing your headline to one of the following 3 best headlines…
11.2 How to, numbered headlines, 7 ways…good for subject lines, Who else wants—-almost impossible to
beat… best long form “Discover how a …”
11.3 Consistently increases conversions over more “Creative” headline templates (up to 44%).
Ryan Deiss And Perry Belcher’s 43 Proven…
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#12 Testimonial Boxes
12.1 Creating a yellow (hex={ff,ff,e8}) johnson box and put all testimonials in them can increase conversions 16%
12.2 Never label them as Testimonials: Google hates that language. Always label as Customer Feedback and
even try to use the customer review star system. Watch out for making every one 5 out 5.
12.3 Use blue (trust) border
#13 Testimonial Headlines
13.1 Make sure you place a red headline on all testimonials and you can increase conversions by 34%
#14 Headlines
14.1 Negative subject lines almost always beat positive ones
14.2 Changing your headline and supporting images to negative can increase conversions 20%
14.3 If it bleeds it leads
14.4 Look to Digg.com’s most popular articles for amazing headlines
#15 Intro Paragraph
15.1 Inserting a drop cap letter into the intro paragraph of your salesletter can increase your readership by
40%
#16 Backgrounds
16.1 Changing your background color to robbin’s egg blue (hex={64,95, ED}) triggers trust and can increase
conversions 31%
#17: Pre Headline
17.1 Adding the following pre-headline before your headline: “ATTENTION: Blank Discover blank…” can
increase conversion by 9%
#18 The P.S.
18.1 Placing very best testimonial below P.S. can increase conversions by 19%
#19 The Opt-in
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19.1 Placing a testimonial directly below your optin box can increase optins by 16%
19.2 Not a teste for product but for what they get when they optin for
19.3 You get it from someone who bought something from you before and they subscribed from the newsletter or free report/video
19.3.1 All you do is call and ask them if you can do a brief interview with them
#20 Background Color
20.1 Changing from white to light grey (Hex={EE,EE,EE} can increase conversion by 7%
#21 Text Area Width
21.1 Changing sales letter text area from 560 pixels to 600 pixels can result in a 24% increase in scroll rate.
21.2 Perry also never has more than 3 sentences to a paragraph
21.3 95% of people coming to your site don’t buy
21.3.1 3-5% conversion is what we’re looking for
21.3.2 1 in 3 people who scroll will buy. Which is why it’s important that your opening is good
#22 Scroll Bar
22.1 Changing your scroll bar color to red increase scroll rate by 12%.
22.1.1 Works in I.E., Not Firefox
22.1.2 John Reese uses this
22.1.3 Same color is headline
22.2
See document: colour_scrollbar_generator.html
22.3
See document: scrollbar.php
#23 Opt-in Box
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23.1 Change your opt-in box to look like Yahoo’s email login and moving it to the top right corner of your
site can increase your opt-in rate by 77%
23.2 Millions of people pre-programmed to use this format
#24: Live Chat
24.1 Products over $300 awesome idea to have
24.2 Adding live chat to your website can increase conversions by 39%
24.3 Screw yourself if someone’s not working it at all times
24.4 php live support-cheapest-least reliable
24.5 live person.com quite expensive
24.5.1 You can incentivize this person and tell them just for asking your question you can get your 10% off.
24.5.2 Don’t let them get over salesy
24.5.3 Free shipping might outperform any other bonus you can do
#25 Johnson Boxes
25.1 Five really good reasons you should act now
25.1.1 Right above where you ask them to order
25.1.2 People won’t read your letter
25.1.3 People make decision to buy based on your headline
Then they zoom to price to see if they can afford it
Then they go back and read reasons “Not to buy”
Looking for holes in your argument
25.2 Recap of offer in 5 bullet points
25.3 Placing a text box with a light blue background color on your site titled “5 good Reasons to Buy” can
increase your conversions by 25%
#26 Order Pages
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26.1 Adding a product image or virtual pic to the top of your buy page can increase conversions by 15% and
decrease cart abandonment rates dramatically
26.2 The progress bar is something that he uses to…step 1, step 2, step 3
26.3 1 shoppingcart allows you to do this
26.4 quickpaypro.com allows this too.
#27 On-Page Audio
27.1 Adding an audio testimonial at the top of page and setting it to auto play increases conversions up to
11%
27.1.1 Can’t be just you saying to buy-sales message
27.1.2 Testes work best
Perry likes using people with less teeth than a jack-o-lantern in his.
27.1.3 Tell them if they do it they can get a gift from you
27.2 audiogenerator.com
27.2.1 gives a phone # so it’s just like them leaving you a voicemail
27.3 byoaudio.com
#28 Getting Usable Testimonials
28.1 Asking your customers leading questions can increase the number of usable testimonials you get by
100%
28.2 For example ask questions like:
28.2.1 Were you skeptical when you first ordered this product? Please explain.
28.2.2 Did you get the product on time? Was the packaging intact and presentable?
28.2.3 Who would you recommend this product to and why?
#29 Testimonials
29.1 Creating a feedback forum on your site and sending customers there can increase the amount of testimonials your customers give you by 800%
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29.1.1 Make it look like ebay feedback section
29.1.3 8X more likely to fill in this form than asking them to think me up
30 #30 Buy Options
30.1 Offering customers the option to buy using a payment plan can increase conversions 32%.
30.1.1 Honesty discount if they buy even after choosing payment plan
30.2 However, only about 17% of the sales chose the payment plan
#31 Price Points
31.1 Changing your price point to end with “7” will increase conversions by 13%
31.2 Leave off cents
31.3 Wal-mart everything ends in 7
#32 Signature
32.1 Adding your signature to the top fold of your website right under the testimonial can increase conversions by 19%
32.2 Use for promise headlines
#33 Multiple Order Opportunities
33.1 Offering multiple (first) order opportunities right after the first testimonial can increase conversions by
31%
33.1.1 Then after the guarantee
33.1.2 Then in the order box
33.1.3 Then at the very last bottom of the page
33.1.4 Always at least 4 links to buy in logical places
#34 Price Points
34.1 Adding a retail price with a strike through and then listing a sale price can increase conversions by 14%
34.2 Will get emails asking how long it’s going to be on sale
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34.2.1 Answer: we don’t know how long. just get it while it’s available
#35 Buy Area
35.1 Placing the credit card emblems in your buy area and making them a hyperlink to your buy link can
increase your conversion rate by 3%
#36 Phone Orders
36.1 Placing an 800# on your site and taking phone orders will increase your conversions by 30%
36.2 Top right corner of the site
36.3 Committing suicide if you don’t have this and you’re selling something over $500.
36.4 everyone has a number they get paranoid about
36.5 Want 800 not 866, or anything else
36.6 answerforce.com
36.7 patlive.com
#37 Keyword-Loaded Domains
37.1 Buying a keyword loaded URL and sending traffic there can reduce your traffic cost by 40%-90% and
increase CTR’s and conversions
37.2 Buy top phrases
37.2.1 microphonestands.com
37.2.2 coffeemakers.com
37.3 Better google quality score
37.3.1 Don’t accept superlatives in google ads but you can put it in your domain name-make sure you CAPITALIZE -WORLD’SGREATESTHOTDOGS.COM
#38 Action Word Domains
38.1 Buying URL with action words like “buy now” or “get rid of” and then your main keyword can
increase conversions by 19%
38.2 examples: getridofmicenow.com buydomainnames.com sellyourhousetoday.com
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38.2.1 Should be GetRidOfMiceNow.com
38.3 Frames the buyer
38.4 helps you beat your competitors with 4 lines of copy in your adwords
#39 Print Ads
39.1 Directing prospects to an email address rather than sending them to a URL in print ads can increase
your opt-ins by 1000%
39.2 By doing this you get their email without having them be stopped by your squeeze page
39.3 getresponse.com doesn’t require you to double optin these people
#40 Declined Orders
40.1 Allowing declined orders to go through and contacting the customer the next day telling them “your
system made a mistake” can increase recoveries by 45%.
40.2 60% of online transactions fail.
40.3 Doing this allows you to get all their contact info no matter what
40.4 1shoppingcart.com allows this.
40.5 Most people won’t whether it’s their fault or not will only enter their info once
40.5.1 You should take the blame
40.5.2 Insurance salesman situation- say “I’m so freaking sorry. I know I was supposed to be at your house
and I screwed up and missed our appointment.”
#41 Multiple Sites
41.1 Putting up a review site and listing your product as well as your competitor’s will increase branding as
well as allow you multiple streams of income and cheap traffic to your site.
41.2 Put you and your two competitors on a review site you make and then sign up for their affiliate programs. Then at least you get half of the money instead of none.
41.3 And he never rates his stuff as #1. Usually sandwiches in between.
41.3.1 Be honest in fleshing out the advantages and disadvantages
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41.3.2 most people take middle options
41.3.3 You can make money again if they buy yours and theirs too.
41.3.4 This is how review sites make money
#42 Modeling
42.1 Giving an outsourcer your competitors site to rewrite will give you a sales letter with a different style
than yours is written
42.1.1 We want to rewrite our letter. Here’s the original. I want a whole new one.
#43 Buy Button
43.1 Adding an Amazon.com style buy button to your site can increase conversions by 14%
43.2 Key elements: Orange background Blue Border “Add To Cart” or “Add To Shopping Basket”
43.3 Orange border with blue text - “Add to Cart” 58% higher click rate than order now
43.4 Over sized buttons are working awesome now…
43.4.1 almost 300 pixels on bottom of page
43.4.2 This is the time to stick it in their face
43.4.3 People want to know what you want them to do next
If you’ve seen this as valuable, please feel free to share it with your friends. And once again THANK YOU
SO MUCH for your support. The chief and I greatly appreciate it.
Now go out and test something and bring home some money to spend on shiny bright objects.
Talk to you soon,
Note Taking Nerd #2
P.S. If you think these suggestions are awesome and you want to enhance your testing game even more, I
can’t suggest highly enough getting a hold of our notes we took on Stompernet’s Formula 5 program. That
program gives you everything you need to incrementally, systematically increase the profitability of your
business. CLICK HERE to see what I mean…
CHA PTE R 1 00
Do You Take A Fearless Approach To Life?
D
o You Take A Fearless Approach To Life?
Hey you,
It’s #2.
Quick question. How much do you let fear control your life? A smidge or a lot?
For me, I was wired up real young to be afraid of everything from what people thought of me to confrontation all the way to physical pain.
As I’ve evolved directly/indirectly under the wing of mentors like the Chief, Tony Robbins, Dan Kennedy,
Larry Crane, Robert Dilts and other geniuses, I’ve slowly but surely began living life freer and freer of fears
that rob you of a life where you’re comfortable in your own skin.
“I Was Born Alone And I Will Die Alone. I’ve Got To Do What’s Right For Me And Not Live My Life
The Way Anybody Else Wants It.”
-50 Cent
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The quote above comes directly from the book, “The 50th Law” written by Robert Greene, the author of
“The 48 Laws of Power”, “The Art of Seduction”, and “Strategies of War”.
Robert Greene is a shining example of a writer who “gets” the power of story.
Every one of the books he’s written are teaching the principles historic figures used to become icons and he
does it by telling concise tales, giving you snap shots of how they embodied this principle in their life.
Everyone from Genghis Khan to Marilyn Monroe, Napoleon Bonaparte to Elvis, George Washington to
Miles Davis, Barack Obama to 50 Cent.
World Famous Author Meets Thugged Out Rapper?
I’m pretty embarrassed to say that Robert’s book was on the front shelf at my local Barnes and Noble and I
completely shunned it once I saw 50 Cent’s name as the co-author.
I enjoy some rap but not 50 Cent. On top of this I think I thought Robert was out of his mind joint venturing with a gangsta rapper. After hearing CD 1 of this program I knew I had behaved as an idiot.
My prejudice kept me from this magnificent resource. This book should’ve been in my library as soon as it
came out. Thanks to the chief, it is now.
Robert had his radar open to what he could learn from anyone and so when 50 Cent approached him to do
a book together, he at least heard him out. As they got to talking, they found that even though they were
raised in complete opposite surroundings, they saw the world in similar ways.
“How Open Are You To Wisdom?”
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Today, I want to share with you a piece of a particular chapter directly from “The 50th Law” that grabbed
me based on the idea of living fearlessly. You be the judge on how valuable this information will be for
you…
“You came into this life with the only real possessions that ever matter – your body, the time you have to
live, your energy, the thoughts and ideas unique to you and your autonomy.
But over the years you tend to give all of this away.
You spend years working for others – they own you during that period. You get needlessly caught up in
people’s games and battles, wasting energy and time that you will never get back.
You come to respect you own ideas less and less, listening to experts, conforming to conventional opinions.
Without realizing it, you squander your independence, everything that makes you a creative individual.
Before it’s too late, you must reassess your entire concept of ownership.
It’s not about possessing things, money or titles. You may have all of that in abundance but if you’re
someone who still looks to others for help and guidance, if you depend on your money or resources, then
you will eventually lose what you have when people let you down, adversity strikes, or you reach for some
foolish scheme out of impatience.
“True ownership can come only from within”
It comes from a disdain for anything or anybody that impinges upon your mobility, from a confidence in
your own decisions, and from the use of your time in constant pursuit of education and improvement.
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Only from this inner position of strength and self-reliance will you be able to truly work for yourself and
never turn back. If situations arise in which you must take in partners or fit within another organization,
you are mentally preparing yourself for the moment when you will move beyond these momentary entanglements.
If you do not own yourself first, you will continually be at the mercy of people and circumstance, looking
outward instead of relying on yourself and your wits.
Understand: we are living though an entrepreneurial revolution, on a global scale.
The old power centers are breaking up. Individuals everywhere want more control over their destiny and
have much less respect for an authority that is not based on merit but on mere power.
“We Have All Naturally Come To Question Why Someone Should Rule Over Us, Why Our Source Of
Information Should Depend On The Mainstream Media, and On, and On”
We do not accept what we accepted in the past.
Where we are naturally headed with all of this is the right and capacity to run our own enterprise, in whatever shape or form, to experience that freedom. We are all corner hustlers in a new economic environment
and to thrive in it we must cultivate the kind of self-reliance that helped push Fifty past all the dangerous
dependencies that threatened him along the way.
For Fifty it was very clear – he was alone in the house he grew up and on the streets. He lacked the usual
supports and so he was forced to become self-sufficient.
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The consequences of being dependent on people were so much more severe in his case – it would mean
constant disappointment and urgent needs that went unmet. It’s harder for us to realize that we’re essentially alone in this world and in need of the skills that Fifty had to develop for himself on the streets.
“We Have Layers Of Support That Seem To Prop Us Up. But These Supports Are Illusions In The
End.”
Everyone in the world is governed by self interest.
People naturally think first of themselves and their agendas. An occasional affectionate or helpful gesture
from people you know tends to cloud this reality and make you expect more of this support – until you’re
disappointed, again and again.
You are more alone than you imagine. This should not be a source of fear but of freedom. When you
prove to yourself that you can get things on your own, then you experience a sense of liberation.
You are no longer waiting for people to do this and that for you (a frustrating and infuriating experience).
You have confidence that you can manage any adverse situation on your own.
Prime Example of This…
You think you’ve got problems?
Look at a man like Rubin “Hurricane” Carter – a successful middleweight boxer who found himself arrested
in 1966 at the height of his career and charged with a triple murder.
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The following year he was convicted and sentenced to three consecutive life terms. Through it all Carter
vehemently maintained his innocence, and in 1986 he was finally exonerated of the crimes and set free.
But for those nineteen years, he had to endure one of the most brutal environments known to man, one
designed to break down every last vestige of autonomy.
Carter knew he would be freed at some point. But on the day of his release, would he walk the streets with a
spirit crushed by years in prison? Would he be the kind of prisoner who keeps coming back into the system
because he can no longer do anything for himself?
He Decided That He Would Defeat The System
He would use the years in prison to develop his self-reliance so that when he was free it would mean something.
For this purpose he devised the following strategy: He would act like a free man while surrounded by
walls. He would not wear their uniform or carry an ID badge. He was an individual, not a number. He
would not eat with the other prisoners, do the assigned tasks, or go to his parole hearings.
He was placed in solitary confinement for these transgressions but he was not afraid of the punishment, nor
of being alone.
“He was afraid only of losing his dignity and sense of ownership”
As part of this strategy, he refused to have the usual entertainments in his cell – television, radio, pornographic magazines. He knew he would grow dependent on these weak pleasures and this would give the
wardens something to take away from him.
Also, such diversions were merely attempts to kill time. Instead he became a voracious reader of books that
would toughen his mind. He wrote an autobiography that helped gain sympathy for his cause.
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He taught himself law, determined to get his conviction overturned by himself. He tutored other prisoners
in the ideas that he had learned through his reading. In this way he re-claimed the dead time of prison for
his own purposes.
“When He Was Eventually Freed, He Refused To Take Civil Action Against The State – That Would
Acknowledge He Had Been In Prison And Needed Compensation”
He needed nothing.
He was now a free man with the essential skills to get power in the world. After prison he became a successful advocate for prisoners’ rights and was awarded several honorary law degrees.
Think of it this way: dependency is a habit that is so easy to acquire. We live in a culture that offers you all
kinds of crutches – experts to turn to, drugs to cure any psychological unease, mild pleasures to help pass or
kill time, jobs to keep you just above water. It is hard to resist.
But once you give in, it is like a prison you enter that you cannot ever leave.
You continually look outward for help and this severely limits your options and maneuverability.
“When The Time Comes, As It Inevitably Does, When You Must Make An Important Decision, You
Have Nothing Inside Yourself To Depend On”
Before it’s too late, you must move in the opposite direction.
You cannot get this requisite inner strength from books or a guru or pills of any kind. It can only come
from you. It is a kind of exercise you must practice on a daily basis – weaning yourself from dependencies,
listening less to others’ voices and more to your own, cultivating new skills.
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***One of the most important skills and entrepreneur or business owner could ever cultivate is the ability to
communicate influentially…in all formats, verbally, in print, pixel, on video, on stage. CLICK HERE and
you’ll have direct access to what I learned from Dan Kennedy’s Influential Writing seminar about and how
he mastered this…
As happened with Carter and Fifty, you will find that self-reliance becomes the habit and that anything that
smacks of depending on others will horrify you.
Do you agree or not?
Talk to me.
Talk soon,
Note Taking Nerd #2
CHA PTE R 1 01
Love Stinks
Love Stinks
Hey you,
It’s #2.
I just heard a story not too long ago and I’ve been dying to tell it to you. Here it goes. It’s all about…
The Man Who Didn’t Believe In Love
There’s a very old story about a man who didn’t believe in love.
This was an ordinary man just like you and me. But what made this man special was his way of thinking.
He thought, ‘Love doesn’t exist.’
Of course he had a lot of experience trying to find love and he had observed the people around him. This
man was highly intelligent and very convincing. He said that love is not real and that’s why no human
being could ever find love. Even though he might look for it.
“Love,” he said, “is just like a drug. It makes you very high but it creates a strong need. You can become
addicted to love. But what happens when you don’t receive your daily doses of love? Just like a drug, you
need your everyday fix.”
He used to say that most relationships between lovers are just like a relationship between a drug addict and
the dope dealer. The one who has the biggest need is the drug addict. The one who has the little need is
like the dealer and this is one who controls the whole relationship.
You can see this dynamic so clearly because usually in every relationship there is one who loves the most
and the other who doesn’t love. Who only takes advantage of the one who gives his or her heart.
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The drug addict, the one who has the biggest need lives in constant fear that perhaps he will not be able to
get the next hit of love. The drug addict thinks, “What am I going to do if she leaves me?”
That fear makes the addict very possessive. “That’s mine.” The addict becomes jealous and demanding
because of the fear of not getting the next dosage.
He completely surrenders and moves to whatever he can to do to avoid being abandoned. The provider can
control and manipulate the one who needs the drug by giving more doses or fewer doses. Or, no doses at
all.
The man went on explaining why love doesn’t exist. “What humans call love is nothing is a fear relationship based on control. Where’s the respect? Where’s the love they claim to have?
Young couples make a lot of promises to each other, to live together forever, to love and respect each other,
to be there for each other through the good times and the bad. They promise to love and honor each other
and make promises and more promises.
What is amazing is that they really believe these promises. But after the marriage, a week later, a month
later, or a few months later, you can see that none of these promises are kept.
What you find is a war of control to see who can manipulate whom. Who will be the provider and who
will have the addiction. You find that a few months later the respect they had for each other is gone.
You can see the resentment, the emotional poison, how they hurt each other little by little until they don’t
know when the love stopped. They stay together because they afraid to be alone. Afraid of the opinions and
judgments of others and also afraid of their own judgments and opinions. But where is the love?”
The man used to claim that he saw old couples who were so proud to have lived together 30-40-50 years or
more. But when they talked about their relationship, they said, “We survived the matrimony.”
That means one of them surrendered to the other at a certain time he or she gave up and decided to endure
the suffering. The one with the strongest will and less need won the war. But where is that flame they
called love?
The man went on and on about all the reasons why he believed love doesn’t exist. His arguments were
quite logical and he convinced many people.
Then one day he was walking in a park and there on a bench sat a beautiful lady who was crying. Feeling
curious he decided to ask why she was crying. You could imagine his surprise when she told him she was
crying because love doesn’t exist.
Of course, he wanted to know more about her.
“Why do you say love doesn’t exist?” he asked.
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“Well, it’s a long story,” she replied. “I married when I was very young. Full of hope that I would share my
life with this man. We swore to each other our loyalty, respect, and honor. So we created a family.
But soon everything changed.
I was the devoted wife who took care of the children at home. My husband continued to develop his career
and his success outside of home was more important to him than our family. He lost respect for me and I
lost respect for him.
We hurt each other.
And, at a certain point I discovered that I didn’t love him and he didn’t love me either. But the children
needed a father and that was my excuse to stay and do whatever I could to support him.
Now the children are grown and I now have no excuse to stay with him. There’s no respect, there’s no
kindness. I know that even if I find someone else, he’s going to be the same because love doesn’t exist.
That’s why I’m crying.”
Understanding her very well, he embraced her and said, “You were right, love doesn’t exist. We look for
love, we open our heart and become vulnerable just to find selfishness. It doesn’t matter how many relationships we have, the same thing happens again and again.
Why search for love any longer?
They were so much alike and they became best friends.
It was a wonderful relationship. They respected each other and with every step they took together they
were happy. There was no envy or jealousy. There was no control, there was no possessiveness.
They loved to be together because they always had a lot of fun. When they were not together they missed
each other.
One day when the man was out of town he had the weirdest idea. He was thinking…
“Hhhmm, maybe what I feel for her is love. But this is so different from what I’ve felt before. I don’t feel
responsible for her. I don’t have the need for her to take care of me. I don’t need to blame her for my
difficulties.
We have the best time together. I respect the way she thinks and feels. She doesn’t embarrass me. I don’t
feel jealous when she’s with other people. I don’t feel envy when she is successful.
Perhaps love does exist.
But it’s not what everyone thinks love is.”
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He could hardly wait to go back home and let her know about his idea. As soon as he told her, she said, “I
know exactly what you’re talking about. I had the same idea long ago but I didn’t want to share it with you
because I know you don’t believe in love. Perhaps love does exist but it isn’t what we thought it was.”
They decided to become lovers and live together and it was amazing that things didn’t change. They still
respected each other. And the love grew more and more.
Even the simplest things made their hearts sing with love because they were so happy.
Then one night a great miracle happened. The man was looking at the stars and he found the most beautiful one and his heart was so full of love that the star came down from the sky and soon it was in his hands.
Then, a second miracle happened and his soul merged with that star. He was intensely happy and he could
hardly wait to go to the woman and put the star in her hands to prove his love to her.
And as soon as he put the star in her hands, she felt a moment of doubt. This love was overwhelming and
in that moment the star fell from her hands and broke into a million pieces.
Now, there is an old man walking around the world swearing that love doesn’t exist. And there is a beautiful old woman at home waiting for a man, shedding a tear for a paradise that she once had in her hands
but for one moment of doubt, she let it go.
This is the story about the man who didn’t believe in love.
Who made the mistake? The mistake was on the mans part thinking he could give the woman his happiness. The star was his happiness.
And his mistake was to put his happiness in her hands. Happiness never comes from outside of us. He was
happy because of the love coming out of him.
She was happy because of the love coming out of her. But as soon as he made her responsible for his happiness, she broke the star because she could not be responsible for his happiness.
No matter how much the woman loved him, she could never make him happy because she could never
know what he had in his mind. She could never know what his expectations where. She could not know
his dreams.
“If you take your happiness and put it someone’s hands sooner or later that person is going to break it”
If you give your happiness to someone else, he or she can always take it away.
Then if happiness can only come from inside of you, and is the result of your love, you will be responsible
for your happiness.
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We can never make anyone responsible for our own happiness, not if we wish to be fulfilled.
I culled the story above from a book called “The Mastery of Love” by Don Miguel Ruiz and if you liked this
stories message, I guarantee you’ll cherish the book.
Now, I’m not gonna profess to be marriage/relationship expert but I do know a thing or two about the relationship dynamics between a business owner and your clients or customers.
Some business owners, of course not you, but people you know, hope their customers don’t share the love
in their wallet with their competitors. They do everything from bad mouthing competitors to hiring ad
agencies to selling at the lowest price in an effort hoard all of their attention and live in paranoia of losing it.
Bad idea.
It’s gonna happen. Jay Abraham customers are gonna buy from Dan Kennedy. Nordstrom’s customers are
gonna buy from Zappos.com. McDonald’s buyers are gonna give Burger King some of their money.
You’re never gonna stop people from exploring the variety that comes with the promise of shiny new
options
Breakthroughs happen when you think the opposite way that losers do.
Losers have a scarcity mindset. Losers focus on taking instead of giving. Winners know there’s more than
enough to go around so they focus on spreading the love.
Look at this little gem that was revealed by Martin Weiss, of Weiss Research fame, One of Clayton Makepeace’s Jillion dollar clients. This was actually part of the interview Clayton did with Martin during his
Info-marketing Superstars Series…
Martin Weiss: Most people know my dad as the man who predicted the stock market crash, as the man
who helped Eisenhower balance the budget, as the man who – who was a, a very famous stock market analyst, but what people don’t know is he was a very big innovator in the field of direct marketing and information publishing.
For example, back in the old days, the major financial publishers, which were McGraw Hill, Dow Jones,
Business Week, Forbes, Kiplingers, they did not allow anyone to get access to their active subscriber list.
It was taboo to let anyone else mail to your list, and my dad stepped in and created a group of about half a
dozen of the leading publishers, and was trying to persuade them to – to swap their lists so that everyone
could benefit.
And there was tremendous resistance to that, until one day he walked into a meeting and said, “Here,
take my list, with no commitments.”
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And sure enough, everyone began using each other’s lists and the whole industry grew.
Dow Jones grew it’s Wall Street Journal subscriptions, McGraw Hill grew it’s Business Week subscriptions,
and so on. And that’s now the standard in the industry. You – if you have active subscribers, you typically
will allow other publishers that meet certain ethical and other criteria to – to mail to your list.
Clayton Makepeace: For a rental fee, it’s a profit center for your company, right?
Martin Weiss: Exactly.
By the way, if you haven’t gotten a hold of the notes I took on Clayton Makepeace’s Online Profit Multiplier
program, you’re missing out. This is where he dissected the lead generating process he uses to rake in a shit
load of prospects and millions of dollars for good old Martin. Do yourself a favor and find out every step to
take to do the same. The product page isn’t finished for this program so just email the chief at [email protected] if you want to know what Clayton and Martin know about kicking ass.
I recognize the service the chief and I provide in taking notes on these programs such as Formula 5, Mass
Control, or Simple Writing System as a method that increases the desire for you to go out and give Stompernet, Frank Kern and John Carlton more of your money.
Think about it…
A small minded person might hear about what we’re doing and think people buying the notes takes money
out of the guru’s pocketss.
The stats don’t lie…
What those people don’t understand is that most of our customers ALREADY own the programs for which
they’re buying notes for. They’re just so “information OVERLOADED, that they haven’t allowed themselves to absorb into their business the outcome the product promised.
I completely and totally identify with this feeling. There’s a shit load of books, audios and DVD’s sitting on
my shelf I haven’t made time to study yet. Opportunity waiting to be unleashed.
That’s the frustration that birthed this whole site. I thought, “Shit, I can’t be the only guy feeling this way.”
The over-arching theme we hear repeated over and over again is…
“If I can do something in 4 hours instead 40 hours, I’m going the 4 hour route every single time.”
The thing is, it’s pretty fuckin’ hard for any guru to sell 75 page PDF of pure marketing gold for $2500.00.
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For that kind of price, people need to see some physical bulk which lead to the introduction of the 4 days
worth of DVD footage, hours and hours of bonus CD’s, workbooks, slides, follow up calls, mindmaps and
fat & chunky continuity program to top it all off.
You buy four of these heavy duty packages in a year and you’ve just given yourself a part-time job. That is,
if you don’t get overwhelmed by everything you already have going on in your life.
Dan Kennedy talks about selling a single 45 minute audio tape for his theft-control client for $500. What’s
weird is that I’ve never seen him try to do it himself. Doesn’t mean he hasn’t tried, just means I’ve never
heard of him talk about making it work for him.
So while a few people choose to see us as the enemy of the guru, I don’t.
I see myself as an ally to not only the gurus, but also to you, the person who may or may not be beating
themselves up for not taking full advantage of the resources they’ve already invested in.
I see myself as an ally to the guru for one of the primary reasons they teach to their clients…
When You Get People To Actually Consume Your Product And Then Implement… That’s When
Retention Goes Through The Roof. This Is The Core Of Cultivating Raving Fans… And Every Guru
Knows It
The short-sighted person looks at what the chief and I are doing here and think we’re taking love away from
the guru’s. The enlightened individual see’s that what we’re doing only deepens the love they get from their
customers because they’re that much closer to receiving the full benefit of what’s laying dormant on their
shelf.
A product never consumed is never fully appreciated therefore complete and total love is withheld.
In my estimation the quality of our notes or our brand isn’t the main reason people buy from us. It is a
reason, but I believe you already have a fascination with these guru’s and the topics we’ve put together
guides for, not just us.
And guess what? No major gurus have come at us wielding an axe screaming bloody murder. And it’s
not like they don’t know we’re here.
I assume they’ve risen to the top because they think big and they understand on some level what I just
explained.
If anything, negative unconscious feelings could actually sabotage their future sales because people link pain
to the marketer because of the embarrassing memory of plunking down $3,000.00 for the last product/seminar and never doing a damn thing with what they bought.
What we’re doing here can actually resuscitate dead customers.
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The point I want to hammer home here is to beware who you see as an enemy. Your competitors can be
allies to you. Your customers and clients can be your greatest allies if you stop putting all of your career
happiness in all of their hands.
Realize approximately 20% of people who ever buy from you will get the full benefit your product or
service promises. If your product/service meets their needs, they’ll likely keep coming back to you over
and over and over again.
Next, get comfortable knowing those same 20% are probably some of your competitors best customers
also. You’ll sleep a lot easier when you embrace these truths.
Talk to you soon,
Note Taking Nerd #2
CHA PTE R 1 02
Notes From Yanik Silver’s Latest Underground Seminar
Notes From Yanik Silver’s Latest Underground Seminar
Hey You,
It’s #2.
I’ve got a gift for you guys. I’ve been neck deep inside of Yanik Silver’s 5th Underground Seminar. While
taking notes for this along with managing all of my other interests I’ve had little time to write up any posts.
So, to make sure you don’t think I forgot about you I want to give you what I learned from the Keynote
Presentation for this event.
Yanik paid God knows what to bring out Bob Parsons, CEO/Founder of Godaddy.com to come and address
the group. This guy just oozes personality and charisma. I did a post a long while ago just on one part of
this speech. Here’s the whole thing…
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1.1 Success Is All About Perspective
1.1.1 When you hear the word no or find yourself at a dead end, instead of thinking, “I give up or I quit”,
you might want to think about taking on the perspective of “I’ll take a different approach.”
1.2 There are 2 factors that play a role in how successful we are.
1.2.1 Luck
Luck is opportunity presenting itself in the form of a break or timing or fortunate turn or events that we
position ourselves through hard work and vigilance to take advantage of.
We need to put ourselves in positions where we can take advantages of breaks when they arrive.
1.2.2 Perspective
Perspective is knowing how to think about things.
If you have the right perspective you increase your resilience and you can overcome just about anything.
If you allow yourself to think the wrong way about anything placed in front of you, you’re finished before
you start
He talks about going to Vietnam fresh out of high school and showing up and finding out 4 guys in his
battalion had been killed and the leader was a 19 year old kid. At this point he started having a anxiety
attack thinking to himself that this is where he was going to die. After he realized and accepted this truth,
his anxiety went away.
The moments that followed were some of the most peaceful in his whole life.
Notes From Yanik Silver’s Latest Underground…
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Because he expected and accepted that he was going to die, when he saw another of his fellow 18 year old
soldiers, on his first combat ambush, get horrifically wounded, he could be alert and in the moment enough
so that later he could save another marines life. This man saved his life a few months later.
He took on the perspective of just wanting to make it through one day at a time till the next mail call
1.2.3 He came back from Vietnam after being injured and recovering and graduated college cum laude as
an accountant.
Respected the profession but didn’t enjoy being a CPA so he ended up having all kinds of random jobs.
Everything from selling commercial loans to repo-ing 18 wheelers.
1.2.4 Finally he got turned on to computers and wrote a program to help him with his family’s expenses.
After a year or so his home accounting program got to be pretty good.
In 1984 he decided to try to sell it right out of the basement of his home and called the business Parson’s
technology.
During the first two years he went broke twice trying to sell his product the same way everyone else sells
theirs which led to him selling almost nothing. But he kept going. At two separate times he lost $15,000 in
savings and $25,000 in savings/bonus from job/credit cards.
He actually offered his friend half of his company for $5,000. His friend turned him down and in doing so
did him the biggest favor anyone’s ever done him. Even though he didn’t realize it at the time.
It was the perspective that he wanted to build something special that kept him going.
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1.2.5 He believed he could find a way to sell his technology. He wasn’t working for the money. People
wouldn’t work that hard for money. He did it for the dream. His dream was a big company with great
products and happy customers.
His big break came when the magazine Computer Bargain Line came to him desperate to fill the front cover
ad space because a company who’d reserved it, had gone broke 2 days before going to press.
They sold him the $15,000 ad for $5,000. He didn’t even have the money but he went borrowed and went
forward with the perspective that if he was gonna make it, the time was now. To his sheer amazement and
delight, the ad not only worked but he tripled his money.
After this he contacted all the magazines to get this same ad placed in them and because he paid his creditors, he was able to get $50,000 in advertising credit right away. What was amazing was that every magazine he ran the ad in, it worked.
Parsons Technology became a direct marketing company. This allowed him to move out of the basement,
get a real office and hire 10 people. Through selling complimentary accounting software and bible software
he morphed the company to over 1,000 employees and had over 3,000,000 Million customers and sales of
over $100,000,000.00 a year.
That growth happened in the span of 10 years and in 94, Intuit approached him to buy his company. He
decided that if they offered him $40 million dollars, he’d sell. They offered $60 million. He rejected their
offer and got them to agree to $64 million dollars.
The takeaway is that it was having the right perspective that allowed him to have this success. If he’d
been solely focused on making money instead of his dream of building something special, this company
would never come off the starting blocks.
Bob only started godaddy.com so he’d have something to do.
Notes From Yanik Silver’s Latest Underground…
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He started with no business plan and lots of money. He tried doing all kinds of shit that didn’t work like
building intranets, becoming an ISP provider, and selling software to build sites.
After all of his ideas didn’t work he realized from thinking about his website building program that the one
thing that was required when you built a site was to have a domain name.
He found out that all the companies that sold domain names back then sucked. Prices were high, service
non-existent, and systems were bad. They decided to become a domain registrar, sell domains as a front
end and sell stuff on the back end.
Starting this venture was to take about a year and over a million bucks be he took the leap and this is the
decision that made the company. They sold their first domain name in November of 2000 and by this time
he was getting spooky close to going broke.
Because sales were so shitty, and he had no other investors/partners, his personal nest egg had gone from
$32 million down to $8 million.
In early 2001 he’d decided to himself that he was gonna shut the company down. His epiphany showed up
when he decided he didn’t really want to close the company and then he saw a happy guy, his age, parking
cars at the hotel he was staying at.
That’s when it hit him… he thought “What am I worried about? This was Vietnam all over again. What’s
the worst thing that could happen? I go broke and park cars for a living. This guy’s happy doing it. Shit, I
could be happy doing it.”
8 months later the company became cash flow positive and they haven’t missed a month since.
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When he was on the verge of closing godaddy he had no idea how close he was to being successful. It was
accepting and coming to terms with the possibility that he could go broke and it wouldn’t be the end of the
world that enabled him to do what needed to be done.
The thing that turned Godaddy around was the dotcom bust. What ruined everyone else, boosted them.
All the noise died. No one was paying ultra high fees for ads anymore so all those guys who wouldn’t even
talk to him when it was sunny, were now at his front door.
Another breakthrough for the company came in October 2004.
Their market share for domain names was about 16%. Back then he didn’t understand why a customer
would do business who was more expensive, had inferior products and had poor service.
He hired a market research firm and found out that the biggest reason people weren’t buying from
Godaddy was because they didn’t know they existed.
Bob found out that most prospective customers were signing up domains under the first person they found
and didn’t know the difference between a good deal and bad one. The recommendation the research firm
gave him was to start using offline methods to advertise - T.V., print so they could reach the people their
online ads didn’t get to.
This was in September 2004 and he thought what better way to kick off their offline campaign than with the
biggest media event of the year — The Superbowl.
30 second spots cost $2 million bucks, and it’d cost at least a mill to produce a decent commercial. Nowadays it’s just $3 mill for the airtime. For this your ad has the potential to be seen by 90 million viewers who
many of, are distracted by conversation or alcohol or both.
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So to overcome those challenges he concurred his commercial had to be edgy, controversial, make
people laugh and piss people off.
After seeing a “Mike’s Hard Lemonade” commercial in which a guy in a bar uses his foot-long tongue to
swab the last of his “Mike’s” out of the bottle and has an audience of a few mesmerized women who when
asked what they want they want, point down the bar to the tongue dude and say, “I want one of those.” he
decides his commercial should have edge like that and hires the same ad agency that put that ad together.
So he finds them, hires them and tells them to go balls to wall with shock and awe because he knew there
was no way that in 30 seconds they had enough time to fully explain what godaddy does.
But what they could do was create buzz around the name godaddy.com but to do this the commercial had
to immediately grab the viewers attention, it had to be in your face, and it have to be edgy.
Bob decided that whatever angle they took his commercial had to feature a well-endowed brunnette and
that their name had to go right across her tits at nipple height. The Janet Jackson “Wardrobe Malfunction
had occurred the year before and the ad agency decided to run with a spoof on that.
They wanted people to see it and think it was a newsbreak and have people think “What’s going on?” Fox
rejected their ad. They told them that under no circumstance could they use the term “Wardrobe malfunction” and told them they were flashing way too much cleavage.
They took out the term and adjusted the cleavage and one week before Superbowl, Fox finally approved.
And immediately after telling them the spot was approved, Fox asked a genius question, “Wanna buy
another spot?”
They accepted, and after getting their ad rejected, Fox advised them to just run the same ad again. So they
agreed to that. The second ad was to air at the first break during the second half’s 2 minute warning.
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When they filmed their ad they decided that they’d have an internet only version that would break all the
rules Fox imposed on them. Once people came to the site they actually had time to educate them on what
they did.
On game day after their 1st ad ran their servers showed a huge surge in traffic. So they were naturally
excited to see what happened after the second ad aired, especially since that year at the 2 minute warning
the game was tied. No blow out.
When it came time for their ad to show, it didn’t.
Instead Fox played a commercial of Homer Simpson stabbing a baby. Their ad never showed. Later their
contact at fox told them that even though they had a signed contract that they’d received so many complaints that they had to cancel the second showing.
He looked to his chief of staff and asked, “Could we really be this lucky?”
They were the publicity storm of the 2005 Superbowl. They got discussed on all the radio and talk shows
and in all the newspapers. He went on Bill O’Reilly, the Howard Stern show, the go-daddy girl went on the
Today show and on and on.
The day after the Superbowl they received over a million visitors to the site.
The media value alone of their Superbowl ad was estimated to be over $12 million dollars. Their market
share for new domain names worldwide immediately jumped from 16% to 25%. It now is hailed as one of
the most effective ads ever created.
The next year ABC was airing the Super Bowl and rejected 13 of their concepts.
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3 days before the game they got their ad approved and because of all the press they’d received from the
previous years ad, the media had a heyday with all the trials and tribulations they’d gone through to get this
years ad aired.
As an unexpected bonus the media started showing last years ad again and again and then to lend context
they say, you probably don’t know what this company does, here’s the story… Couldn’t of worked out
better.
Their second ad boosted market share again taking them from 25% to 32%. In 07 they advertised during
the Super Bowl and saw growth go from 32% to 38% and after the 08 Super Bowl it moved to 48% world
wide. 09 same thing, more growth.
As of this showing he currently employees around 2,070 people and over 60% of them are in customer support. You can call anytime day or night, holiday or not and get outstanding support free of charge and all
of their customer support comes out of Arizona, right here in the U S and A.
Go-Daddy has succeeded due to the two factors he mentioned at the start, Luck and Perspective.
In conclusion here are the 16 Rules Bob Parson tries to live by that have helped him become successful…
1. Get and stay out of your comfort zone.
2. Never Give Up - Almost nothing works the first time.
3. When you’re ready to quit, you’re closer than you think to succeeding.
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4. With regard to whatever worries you, not only accept the worse thing that could happen, but make it a
point to quantify what the worse thing could be. Very seldom will the worse consequence be anywhere near
as the cloud of undefined consequences.
5. Focus on what you want to have happen.
6. Take things a day at a time.
7. Always be moving forward. Never stop investing, never stop improving, never stop learning.
8. Be quick to decide.
9. Measure everything of significance. Anything that is watched and measured improves.
***If you’re kind mixed up on what “everything” to measure is click here to find out the finest resource for
measuring and tracking everything in simple to understand language.***
10. Anything that is not managed will deteriorate.
11. Pay attention to your competitors but pay more attention to what you’re doing. Everything looks perfect from a distance.
12. Never let anybody push you around.
13. Never expect life to be fair.
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14. Solve your own problems.
15. Don’t take yourself too seriously.
16. There’s always a reason to smile. “We’re not here for a long time, we’re here for a good time.”
Be on the lookout for the full set of these notes. I’ve been swamped in actionable ideas since I been
knocking out these notes. Have a fun Monday.
Talk soon,
Note Taking Nerd #2
CHA PTE R 1 03
Life Isn’t About Dying a Peaceful and Calm Death. It’s About
Skidding Sideways Into the Casket Yelling “YEE HAW!!!”
Life Isn’t About Dying a Peaceful and Calm Death. It’s About Skidding Sideways Into the Casket
Yelling “YEE HAW!!!”
Hey you,
It’s #2.
This post goes out to our loyal fan Tim Birch.
During these past 2 weeks I’ve been locking myself down taking notes and writing copy and hadn’t checked
the comments on the blog since my last post, until today.
While doing so, I noticed Tim’s comment about one of his cousin’s passing away. When I read it, my first
reaction was to reply but then I remembered a story and I wanted to share it with you Tim, and everyone
else here.
Life Isn’t About Dying a Peaceful and…
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This is a story I used to listen to over and over again on my walkman while working for a commercial construction company. At least a decade has passed since I’ve heard this but it touched me so deeply I knew
you’d appreciate it too. It’s told by one of the greatest transformational story tellers I know of, Tony Robbins.
It was one of the rare gems trapped inside on of his discussions on metaphors buried inside his Power Talk
series. The passage below is a gorgeous metaphor pertaining to the concept of death.
Here goes….
“My son Joshua came to me from school, and I think he was about six or seven at the time.
A child at school, a child he used to play with, one of his little friends was climbing on some of the playground equipment and fell off, broke his neck and died.
I came home and Josh was crying hysterically. And everything people tried to tell him and explain to him
verbally about why it happened, what was going on, nothing would work.
So I sat down him and said ‘Honey, I know how you feel. But you know, I think the challenge is that, while
you know you miss him and you have the right to miss him, you should feel those feelings, you should also
realize that the reason you feel the way you do is because you’re a caterpillar.’
He said, “What?” This broke his pattern a little bit.
I said, “Honey, you’re just a caterpillar. And you’re thinking like a caterpillar.”
He said, “What do you mean?”
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“Well, what happens to caterpillars at some point? There’s a point where most caterpillars think they’ve
died. They think it’s over, they think life has ended. When’s that?” I said.
He said, “Oh yeah, when there’s that thing that starts wrapping around them.”
I said, “Yeah, that thing starts wrapping around them and pretty soon the caterpillar gets buried in all this
mass of stuff. And you know what, if you were to open up that thing it’s buried under, the caterpillar’s no
longer there. It’s just all this mush and goo and stuff.
And most people including caterpillars, even the caterpillar that’s transforming there, is thinking it’s the
end yet it’s not dying, it’s transforming, you understand, it’s going from one thing to something else.
Pretty soon, the caterpillar thinks that life is over and what happens is the caterpillar comes together and
what does it become?”
He said, “A butterfly.”
I said, “And can other people see that? Can the little caterpillars on the ground see that this caterpillar
became a butterfly?”
He said, “No, they don’t see that.”
I said, “That’s right. Funny, he breaks out of the cocoon and what does he do?”
He said, “He flies.”
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And I said, “He doesn’t fly right away, he get’s out and the sunlight comes down and dries off his wings and
then he goes out flies and he’s even more beautiful than when he was a caterpillar.
Is he more free or less free? You tell me.”
He said, “Oh, he’s much more free.”
I said, “You think he has more fun?”
He said, “Yeah, he’s got less legs to get tired.”
“That’s right, he does. He doesn’t need his legs any more, he’s got wings. Honey, I think your friend’s got
wings now. It’s not for us to decide when someone becomes a butterfly. We think it’s wrong but I think
God has a better idea of when the right time is.
We think summer should be here now but you know right now it’s winter and you want it to be summer,
right? But God’s got a different plan. Sometimes we just gotta trust that God knows how to make butterflies better than we do.
And when we’re caterpillars sometimes we don’t even realize that butterflies even exist because they’re up
above us. Maybe we should just remember that.”
He stopped crying, and was smiling and he gave me a big hug and said, “Yeah, I bet he’s a beautiful butterfly.”
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Metaphors can transform. Select them carefully. Select them intelligently. Select them in a way that
deepens and enriches your life or the people you care about. Become a student of metaphors and become
sensitized to them and your whole life can change.
Wishing you and your family the best Tim,
Talk to you soon,
Note Taking Nerd #2
CHA PTE R 1 04
Dan Kennedy’s Worst Nightmare
Dan Kennedy’s Worst Nightmare
Hey you,
It’s #2.
Today, Thanksgiving here in the United States, I wanted to give you a gift of yet another one of the 18 modules that make up Yanik Silver’s latest “Underground Online Seminar.”
This actually has none of the super technical internet stuff in it. It’s just 10 pages of Tony Hsieh - of
Zappos.com Fame, talking about what it takes to go From Zero, and Purely On The Backbone Of Customer
Service, Break The Billion Dollar Mark Like He Did With His Company Last Year.
Tony Hsieh is ALL about optimizing the experience his customers get. And because he’s got 9.9 million
customers, he has a shit load of employees. This is Dan Kennedy’s worst nightmare.
One employee is almost too many for Dan. Tony’s got way more than that and if you want huge results like
him, you’re really gonna love what he’s got to say…
1.1 Delivering Happiness
1.1.1 He’s re-framed “customer service department” as “Customer Loyalty Team”
1.1.2 He started his entrepreneurial path in college selling pizzas on the ground floor of his college dorm
His current COO/CFO Alfred, was there at the time also. He was Tony’s #1 customer. He would come by
and buy one or two large pizza’s. Several years later, Tony found out he was taking the pizzas upstairs and
selling them off by the slice.
1.1.3 Background
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1996-1998: He started LinkExchange (online ads) and sold it to Microsoft for $265 million
1999: Started investment company called Venture Frogs. Invested in Zappos.com and found just investing
to be boring and so he ended up joining them full time within a year
Just in 2009:
#20 in Fast Company’s “50 Most Innovative Companies” list.
#7 in BusinessWeek’s Top 25 “Customer Service Champs” competition.
1400 employees, 23rd on Fortune’s “100 Best Companies To Work For” List
Powered by service – Their outcome is to provide the best online shopping experience possible with fast,
free shipping, 365 day return policy, best selection, Over 1000 brands, over 200,000 styles, over 900,000
unique UPC’s.
Zappos is a service company that happens to sell shoes, clothing, handbags, eyewear, watches (and eventually a whole bunch of other stuff.
Looked to model themselves after Virgin.
They have 9.9 million purchasing customers, 4 million having bought in the last 12 months. On any
given day 75% of purchases made are by returning customers
Their repeat customers have higher average order size - $143.22 vs new customers $111.98
Part of this has been made possible by spending less on advertising and pouring money that would have
been spent there and putting into the customer experience.
They look at the costs of free shipping and other stuff like that as marketing costs, not fulfillment costs.
Likes the idea of customers doing the marketing for them.
1.1.4 What is Customer Service?
What Customers first see when they come to zappos.com…
On most sites it’s almost impossible to find a 1-800 number. Most don’t even have one.
They take the opposite approach. They put their number at the top of every single page of the site because
they actually want to talk to their customers.
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The phone is actually one of the marketer’s best tools if trying to cut through the clutter. This is where
you have the consumer’s undivided attention for 5-10 minutes. And if you get this right they’ll
remember it right for a very long time.
Free shipping:
People might buy 10 pairs of shoes, try them with 10 outfits and send the ones back that don’t fit back. No
problem.
Free return policy:
They did an internal study and found that customers that return the least, we’re NOT their best customers.
They actually make more money once customers figure out how easy it is to ship back and forth. This helps
them relax into impulse buys and try new stuff.
So they actually encourage people to order two different sizes of clothes or shoes to ensure they get it right
on one try.
365-day return policy:
All the above are just policies. Not customer service.
They actually pour a shit load of money into their warehouse operations and focus on fast, accurate fulfillment.
They stock & own everything themselves in warehouses as big as two football fields and only make available
for sale what’s actually in their warehouse. Doing this actually cut 25% of their revenue but they did it
thinking long term in wanting to build their reputation in the mind of their customer.
They actually run the warehouse 24 hours a day which isn’t the most efficient way. Most efficient way is to
let the orders pile up and then when the picker goes through the warehouse they have higher picking density. But they’re more interested in getting the order to you as quickly as possible.
Because one of their locations is 15 minutes away from the UPS hub in Kentucky they can create a wow
experience with highly valuable customers by giving them free overnight upgrades and getting their
package there in 8 hours.
Renegade Call Center:
The people who work the phones are instructed to go to competitors sites to find shoes they don’t have and
then they direct you to their site. They lose that sale but they don’t lose the memory in the customer’s mind
that says these guys have my best interest in mind.
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Most call centers focus on efficiency and driving down average handle time, time it takes to get person off
the phone. They don’t have call times. They don’t up-sell. They don’t have scripts and they ask the reps to
use their best judgment as to what’s best for the customer.
1.1.5 Their #1 Priority is Company Culture
They believe that if you get the culture right, most of the other stuff falls into place.
They hire and fire based on culture.
They do two sets of interviews. One is standard, fit within the team, technical experience ability and so on.
Then HR does a separate set of interviews purely for culture fit.
Employees have to pass both in order to be hired. They’ve passed on highly qualified people based on them
not being right for their culture.
The reverse is true as well. If someone’s performing well at their job they’ll fire their ass if they’re bad for
the culture.
50% of Performance reviews are based on whether you live the culture or not.
They have a 500 page book detailing their culture that is built by the employees, the definition of what the
zappos culture means to them. New edition comes out every year.
This is unedited so it reads as customer reviews like you might see on a website.
This is part of their culture that encourages people to be open and honest.
Everyone that’s hired, no matter what position you’re in whether it be accountant, attorney, warehouse guy,
you go through the same training as the call center reps.
This is 4 weeks in Vegas covering company history, culture, philosophy about customer service, and
they actually put your ass on the phone for two weeks taking orders from customers.
After this, they send you to Kentucky for a week where they show you all the warehouse functions that go
with shipping, packing, receiving and so on.
The reason they make everyone go through this is because, first, it gets everyone on the same page. And
more importantly, if their brand is gonna be about customer service, then customer service shouldn’t just
be a department. It should be the entire company.
After the first week of the four week training they offer everyone in the class the chance to quit. They’ll pay
you for the time you’ve already spent and in addition they’ll give you a $2,000 bonus to quit and leave the
company.
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If you’re a $10 and hour employee, that’s a pretty nice chunk of change. This is actually a standing offer
throughout the rest of the 4 weeks of training.
They do this to discourage people from coming on board just for a paycheck. They want people who are
sold on the vision and the culture of the company.
1.1.6 Tony believes Brand and Culture are just two sides of the same coin.
Your brand may lag behind the culture but eventually it’s gonna catch up.
He uses the metaphor of the brand of Air Travel being “Horrible”. No one set out for that but there it is.
He talks about how it’s almost impossible to for see all the problems that can come up with employees but
that if you pour a shit load of money into making sure you’ve got the right people you save al lot of money
in the end and reinforce a harmonious culture.
1.1.7 Owning the 3 C’s in the consumer’s mind
Clothing:
First, job is to make people aware they sell clothing and shoes.
Customer Service:
Next, they want them to feel safe buying stuff from them because they have nurturing customer service.
This comes not so much from telling them but from their first hand experience.
Culture:
They actually want people to know about their company culture. That’s the reason they do tours of their
facilities, put video’s on their blog site, gives you glimpse behind the scenes.
1.1.8 Zappo’s is really just about delivering happiness (customers and employees).
“People may not remember exactly what you did or what you said, but they will always remember how
you made them feel.”
1.1.9 What is Zappos Culture?
They narrowed their definition down to 10 Committable Core Values
1. Deliver WOW Through Service
2. Embrace and Drive Change
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3. Create Fun and a Little Weirdness:
They embrace the idea that everyone’s a little weird in some way and encourage people’s personality to
come out.
The question they ask to reveal this in an interviewee is “On a scale of 1-10 how weird are you?”
If you answer 1, you’re probably a little to straight laced for the Zappos culture where they have random
things like parades going through the office and people dressing up in costumes because they can.
A 10 is little too psycho.
They’re mostly looking at how candidates re-act to that question. This really throws the professional interviewee for a loop. They can sniff out people who are trying to feel out the interviewer.
4. Be Adventurous, Creative, and Open-Minded
One of the interview question for this is “On a scale of 1-10 how lucky are you in life?”
1, is “I don’t know why but bad things always seem to happen to me and the opposite is “I don’t know why
good things always seem to happen to me.”
They have a similar philosophy to Bob Parsons. They don’t want to hire unlucky people because that brings
a bad vibe into the culture.
Being lucky more a state of mind than a classification of person. A person who feels lucky is open to
opportunity and radiates joy. People who feel like they always get screwed and brood bring the energy
of the room down.
5. Pursue Growth and Learning
6. Build Open and Honest Relationships Through Communication
7. Build a Positive Team and Family Spirit
8. Do More With Less
9. Be Passionate and Determined
10. Be Humble
The interview question asked here gets people to fail the test more than any other. They’ve had pretty senior
positions open for years that they couldn’t fill because people keep giving unsavory answers here.
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When you hire one person who’s super capable but abrasive and annoying, that won’t tear the culture down
but if you keep making exceptions, that will. For them it’s purely a question of whether the guy is egotistical or is he humble.
His employees actually came up with this list. They asked them to define their culture and what should it
be.
When HR interviews people they have questions that reveal how much people match these values.
Lots of companies have something similar to this but they always sound like a press release or lofty/fake.
It’s something that after orientation no one pays attention to ever again.
They key word here is “Committable”. Think for yourself what core values you want to have for your company.
Response he gets when he talks about this is “Yeah, I’m sure that works for Zappo’s but my business is different.”
He tells people not to adopt Zappos’s core values but to determine their own and let them drive their
company. Doesn’t matter what they are. All that matters is that you have them and that they’re committable and making sure they align with your outcome as a company.
There’s a special effect that happens when everyone is on the same page.
And you’ve got to commit to them and hire and fire by them.
7 Steps For Getting To A Billion Dollars In Sales
Step 1: Decide if you’re out to build a $1 Billion Dollar company.
This requires more patience with revenues & profits in order to lay a proper foundation.
The path to do this varies from building a $100 million dollar company.
You can avoid a lot to the stuff he’s talking about if you’re only out to build a $10 million dollar company.
There’s no shortcut and no quick recipe. You’ve got to be willing to sacrifice growth and revenue. Part of
that was expressed when they gave up 25% of their revenue to inventory product.
You want to decide this sooner, than later.
Step 2: Figure out your values and your culture.
Figure out your personal core values. You can make these the same as the companies in the beginning.
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Company’s core values:
Start early.
He started on this late and thinks they’d have gotten to a billion sooner had they gotten this wrangled.
Should be started before you start the company. It doesn’t matter what the values are… ALIGNMENT is
vital.
LIVE the brand
What do you want your personal rant to be?
Step 3: Commit to Transparency - Be real, and you have nothing to fear. Your culture is your brand.
Don’t try to be someone you’re not.
Their culture book is one way they’re transparent to the world.
They have a newsletter titled “Ask Anything” where people can ask about the company’s financials, ask
about what brands they’re gonna carry, about pretty much anything.
They work with 1,500 brands and all of them actually have the log in password to their extranet and
have access to the same info that their own merchandisers and buyers do.
They can view on hand inventory, profitability, mark downs, turn ins, and so on.
When a “Normal” business does interviews or reporters come, you’re ushered by HR or a PR Person and
you only get to talk to three people or whatever.
At Zappos they give you a basic tour and then say, “You basically know where everything is, go find out
what you want to know and come back and find us here in the office.”
They believe in their culture so they have nothing to hide.
Step 4: Vision: “Whatever you’re thinking, think bigger.” Does the vision have meaning? Chase the
vision, not the money. Or as Puff Daddy would say, “Don’t chase the paper, chase the dream.”
They finally asked themselves a vital question, “What do we want to be when we grow up?”
They decided they wanted to be about the very best customer service.
The unexpected benefit that came was that employees’ became more engaged because they were working
for something beyond profit.
It also flipped vendors who didn’t want to take them on because they were an internet account.
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He get’s asked at marketing conferences “What’s a good market to go into?’ He feels like it’s the wrong
approach. He encourages people to figure out what they’re truly passionate about and go after that passion
and figure out a vision that about more than making money.
Cited Craigslist as an example of a guy who didn’t set out to become rich and he did.
His challenge to you would be “What would you be passionate about doing for 10 years even if you never
made a dime?”
If you have employees, “What’s the larger vision and greater purpose in their work beyond money or profit
for you?”
People perform better if they believe there’s more to their work than making you rich.
His belief is that there’s a big difference between inspiration and motivation.
Motivation can get you to a certain point… Inspiration can accomplish so much more and what inspires is
contributing to something larger than themselves.
Hard times will come and passion inside you and your employee’s is what will get you through it.
Step 5: Build Relationships (Not Networking) Be interested instead of trying to be interesting.
He associates networking events as a bunch of people just horse trading, what can you do for me?
He finds that when you go to an event without an agenda and just seek to bond and become friends with
people of interest to you, that this is when the magic happens, somewhere down the line an opportunity
comes up where you can serve each other, that you couldn’t foresee happening at the time you met.
He embraces the idea of talking to strangers, not trying to get anything out of it.
Step 6: Build Your Team “If you want to go quickly, go alone. If you want to go far, go together.”
African proverb Hire slowly. Fire Quickly
You can’t build this big of a company on your own. You need to be able to build a team who intertwine
with your values.
Hiring slower and firing quickly is one of the things Tony wishes he could go back and change about
Zappos
Step 7: Think Long Term - Repeat customers, customer service, no ‘get rich quick’ formula. Overnight
successes are years in the making both personally and in business)
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If maximizing profit in 2009 was Tony’s outcome, the thing to do would be to fire the 400 people in his call
center, don’t answer the phone, don’t answer emails and he bets that his customers for 2009 would not go
down. They’ll have a lot of unhappy customers but they’ll be a shit load more profit.
But they’re looking at long term to make sure the business is sustainable.
What is Your Goal In Life?
For a lot of people, it’s happiness.
What is the science behind happiness?
Research shows people are very bad at predicting what will give them sustained happiness. “When I get
_______, I’ll be happy.” or “When I achieve _______, I’ll be happy.”
Research has shown that the “Is this all there is?” factor arrives and we adapt and become desensitized to
outcome they achieved.
There’s a science behind marketing. You’re gonna spend all kinds of time studying this stuff. What if
you spent just 10% of your time studying and learning the science of happiness. How much happier
could you be?
Tony has found that happiness comes down to 4 things…
Perceived Control
In traditional call centers you work the year, and then you get a bump in pay. At Zappos they lay out the
option of acquiring 15-20 other skill sets as a rep that each come with a small bump in pay.
Basically they show them the path and say “It’s up to you how high you go.”
Perceived Progress
They don’t care if you come in with no skills. They focus mostly on culture. For the merchandisers they
broke down the steps to becoming a buyer into 3-4 month stages over 3 years. People feel they’re moving
forward and can see a clear outcome.
Relatedness
They try to get their people with related values to reframe their view of what they do not as a job but as a
calling.
Vision/Meaning for your life/Being a part of something bigger than yourself
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3 levels of happiness
1. Rockstar happiness - You’re always chasing the next high. Works but very hard to sustain. Once the
high goes away, happiness does also.
2. Flow. This is where you get so engaged doing what you’re doing that time flies by.
3. Meaning. Contributing to something larger than yourself. Research has shown this is where happiness
can be sustained the longest.
Recommended Reading:
by Chip Conley
Tribal Leadership by Dave Logan, John King, Halee Fischer-Wright
4 - Hour Workweek - Tim Ferriss
Happiness Hypothesis - Jonathan Haidt
There you go, the counter intuitive approach to getting more customers. What do you think? Does this
approach make sense to you? For me it does.
I remember years and years ago hearing Tony Robbins talk about how they axed the number of complaints
they received, ultra significantly when they finally started figuring out who the wrong people for their
service culture was.
If you want to go big, you’re gonna need lots of help. And this means hiring employees.
Dan Kennedy is anti-employee and loses money because of it. He knows it and built his business to suit his
life style preferences. What do you want?
If you want to do it huge or just optimize your company’s culture start by checking out Zappo’s training on
this here… http://blogs.zappos.com/blogs/inside-zappos/2008/12/06/culture-class
Thank You So Much For Supporting Us Here. Talk to you soon. Happy Thanksgiving!
Note Taking Nerd #2 & The Chief
CHA PTE R 1 05
Selling With Emotional Impact - Maximizing Your Prospect’s
Buying Experience
Selling With Emotional Impact - Maximizing Your Prospect’s Buying Experience
Hey You,
It’s #2.
Today I wanted to give you the presentation I planned on giving during the Nerd Rocks Teleseminar. It
took me over 7 hours to put this together so I’ll be damned if you’re not gonna reap the benefit of it. Are
you ready?
Good.
Have you ever wondered what makes some movies and TV shows instant classics and what makes others
total garbage not worthy of a gnat’s attention?
I have and the reason I’ve become fascinated with the subject lately is because I recognize it’s of dire importance that you and I not just go through the motions of marketing and selling to our prospects and customers but that we must entertain and bond with them while doing so.
That is, if you want them to happily buy from us over for the long haul and be anxious to sing your praise to
anyone who should be doing the same.
So, I’ve been studying screenwriting knowing a solid script, the words coming out of the actors mouth’s and
the events that make up the story, is the spine and the heart of all outstanding T.V. or Movies.
Guess what?
World Class Marketing Has More In Common With
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Hollywood Blockbusters Than You May Think
Here’s what I mean…
The emotions you like to feel when watching a movie of your choice whether a suspenseful drama or a
comedy are not any different from the ones people who watch your marketing videos, hear your tele-seminars and read your copy wish to feel.
I don’t know if this has been true for you but for years I thought I needed to go into “business mode” when
dealing with customers. I felt faker than DD silicone titties when I would do this. Where I really noticed it
big time was with friends I worked with. I knew how cool, calm and persuasive they were when they were
just being themselves and it kinda weirded me out when they’d put on this other persona just because they
were talking to a client.
This didn’t seem right and I vowed to never again “put on a show” for customers or prospects and you
know what happened?
I felt a helluva lot less nervous because I was being me and my interactions with clients started being fun
because I was freed from being a robot out to make deals and now I could now have an actual conversation
with prospects instead of the dreaded, “How are you? Good. Uh, I was just calling to see if you were ready
to buy yet? No. O.K. um, uh how about I call you again in 6 months? O.K. Have a good day,” spiel.
That was the worst.
I don’t know if you’ve ever pitched like this. If you have, you know how much different this feels than
having a conversation with your friend. This is why marketing via fax, direct mail, or online is so important, it gives you the opportunity to let people into your world and either identify with you or be driven
away.
When you layer yourself into your marketing and people identify with you and they call you on the phone
or email you it’s a whole different conversation. Think about it. If you’ve opened up to them, they start to
feel like they can open up with you or at least feel like you’re not a total stranger (remember, they’ve been
programmed not to talk to strangers) and that my friend is when magic happens.
No more impersonal, awkward communication.
What Makes You Fall In Love With Your Favorite T.V. Shows & Favorite Movies?
The same thing that endears you to a friend or an idol or role model of yours…
…The show has at least one character on it who generates feelings and emotions deep inside you that you
love experiencing or least dipping your toe into.
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You can do this for your ideal prospects and customers and today I want to show you what I’ve learned
about doing this.
Horrible marketing happens when people don’t put enough thought into the prospects experience and well
meaning marketers, knowing that educating your clients is vital to process of selling, un-intentionally transport their audience back to the high school classroom.
While text books and best selling novels are both paper and ink their similarities end there.
You Can’t Bore People Into Buying From You
Think Dan Brown, you know, the author of Angels & Demons, Da Vinci Code, and his newest addition
“The Lost Symbol”. Within those books you can learn some interesting history but that wasn’t the purpose
of his writing the books or what sold them. His outcome was first and foremost, to entertain, and then to
educate.
That’s the formula that put millions in the bank for him.
Ayn Rand was also brilliant at accomplishing this outcome. She beautifully wove her philosophy into her
riveting novels. Now, as a self proclaimed Rand fan, I can say there’s a vast difference in how I absorb her
philosophy through her non-fiction work as opposed to her fiction.
“The Meaning Of Communication Is The Response You Get”
The fire hose stream of intellectual phraseology and jargon jammed into her non-fiction books make them
a chore to absorb. Great for expanding your mind but I feel the only reason she became as popular as she
did was because she was able to lace her potent philosophy into a compelling, emotional story where hero’s
where living her dream.
Without that ability, her philosophy might not have never been published.
If you’re trying to sell a complicated process, you’ve gotta make it easy on the eyes. Most people would go
bat shit at the idea of reading 1,000 pages of philosophy. Imbed this same philosophy into a story and Wahlah, you suck people in which brings everything back to the point I want to hammer home here…
While it’s important to educate with your marketing, it’s also important that you not be deadly dull.
The outcome of my post today is to awaken some solid principles that once you’re aware of, you have an
outline of what pushes peoples buttons and you can focus on inserting the steps that are really what influence buying behavior into all of your communication with your list which means easier selling for you.
Here’s an Outline of What We’re Gonna Cover Today
1.
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2. What Makes a Message Work For Your Prospect
1.
2. The Persuasive Communicator’s Double Task
1.
2. What Your Ideal Target Market Really Buys
1.
2. Why Emotions Are Missing In Amateur Marketing
1.
2. A Word About Your Ideal Target Audience
1.
2. Your Ideal Prospects Four Emotional Needs + A Secret One
1.
2. The Three Types of Storytelling Emotions
What Makes A Message Work For Your Prospect?
As you and I have talked about, an emotional connection, a bond with the main character is vital, which is
the main reason why all communication with your prospects and customers should be person to person
rather than “faceless corporation” to person.
What feeling do you think you generate when your prospect see’s your name in the sender section of their
email inbox?
Frank Kern’s name creates a different emotion, than 1-800-Flowers does.
Both of them are hitting me with emails but you expect something cool, valuable and entertaining from
Kern and with 1-800-Flowers you expect a blah “You, got my money yet bitch? No. Well call me when you
do.” which is a shame because their front man, Jim McCann has personality and he has a great story of how
his business came to be the giant it is.
It’s my belief that when he started he had to put himself out in the market to get business and make connections.
His charisma is what was a massive contributor to their rise to fame. Now, they haul in so much money
that it seems like they stray from doing anything that might rock the boat because they’re complacent. My
question would be: How much more could they make if they didn’t play not to lose?
What would happen if your driving question in reference to your marketing was “How do I allow myself to
make my marketing a pleasure to experience for my ideal target audience?”
Easier selling would be my guess.
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Remember: You always get an emotional response from your audience. Doing what I’m about to show you
will help you avoid the 3 most common responses marketing…
Boredom
Disgust
Frustration/Anger
Remember the 80/20 - 95/5 principle is at play here…
80% of marketing in your industry or in general sucks balls. 15% of it is great. 5% of it is to be worshipped,
modeled and re-formulated to fit into your market for your opportunity.
When you can get your audience to feel the power of your message, they’ll talk about it and you with their
friends, rave on forums about you and you’ll grab the attention of affiliates.
The Communicator’s Double Task
Basic “copywriting courses” focus purely on putting a single salesletter together but single salesletters only
give you one shot to sell.
Pro’s build marketing campaigns, sideways salesletters/launch processes whatever you want to call them
because this allows for you to suck people into a saga, chip away at their resistance slowly and ramp up the
anticipation for what you offer.
You’re letting people become comfortable with your concept and you before rushing them into the equivalent of your business’s bedroom with you.
Yeah, of course you need all the basics for your salesletter: Headline, great opening sentence, problem-agitate-solve, bullets, close and P.S. This is all level one salesmanship.
But what’s the second task you need to accomplish?
You need to create a compelling concept, setting that allows you to turn yourself and/or your star
employees into characters that help you spark the emotional response in your ideal prospect.
The average/normal/mediocre/lazy marketers who know about salesletters just stop there and never step
into this world where greatness awaits them.
When “you” are woven into your marketing you’ll be able to manipulate language to create an intended
emotion or image in your prospect’s mind which is where the real pay off comes to you whether it’s more
cash in the bank or deeper, enriched relationships with your prospects or both.
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What Your Ideal Target Market Really Buys
Some psychologists have been said to say that movies are “Emotion Machines”.
While making “North by Northwest” Alfred Hitchcock was quoted as saying,
“We’re not making a movie. We’re making an organ like in a church. We press this chord and the audience
laughs. We press that chord and they gasp. We press these notes and they chuckle. Someday we won’t
even have to make a movie. We’ll just attach them to electrodes and make play the various emotions for
them to experience in the theater.”
Marketing could defined precisely the same way.
If you know Hitchcock’s work, you know he was a master at creating suspense and terror. Where does this
serve you? Well, the prime place is in the “Problem” part of your marketing.
This is what Eben Pagan means when he talks about explaining someone’s problem better than they can.
You need to paint an emotional picture of the dire consequences and or dissatisfaction that comes when
your prospect doesn’t address their need or issue now instead of someday in the future.
When we do this we demonstrate we understand how someone with this is issue is actually feeling, we
understand their world. This is what creates a bond and lets your prospect know in their heart that you
know what you’re talking about.
Do You Know What Business You’re In?
If you take a look at the ads for movies in the newspaper or online you’ll see quotes there from various
movie critics, newspapers and magazines.
These blurbs are really promises of an emotional response.
“Will grab you from start to finish”, “Energetically funny”, “Gritty, intense and unpredictable”, “A staggering, haunting and intense movie experience”. “Pulse pounding”, An incredible ride”, “Packs an emotional whallop”…
All of the above quotes were all just for one movie.
For the promo for one of the Harry Potter movies the studio bought a two spread page in the major
papers and actually highlighted and made the emotional words blue.
Hollywood Knows What Business They’re In
And if you think marketing isn’t a part of what makes those movies mega successful, you’re nuts. These
endorsements are the promises that if you buy a ticket, you’re gonna feel these same emotions.
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What if affiliates could say cool shit like this about you before sending out your promo’s or… what if your
promos had a bunch of these emotional one liners from authorities in your niche attached to the top of the
sales page or talking about the freebie you’re offering on the other side of your squeeze page. It’s possible.
You hear people talking about getting testimonials and the pro’s tell that you always go for results specific
endorsements like “Ricky Bobby made me $23,309.00 in 47 hours!” vs. “Ricky Bobby’s an amazing teacher”.
They’re right. And the results specific testimonial could be enhanced by just asking the person, “Why is
that important to you?” over and over until you get them to tell you the real emotional reason why
$23,309.00 is a big deal for them because we do everything we do for one of two reasons… to either change
our behavior or to change the way we feel.
So when you ask “Why’s that important to you?” you might get down to something like, “Ricky Bobby
made me realize I’m not a loser like everyone including myself, told me I was. He helped me to see that
I was capable of being the man of my household and he’s the one I credit with bringing back my manhood. Yeah, the twenty-three grand is nice but it’s nothing compared to having my wife admire me
again.”
Do you feel the difference?
There should be no doubt in your mind that emotions are what your ideal prospects buy and what you sell.
You’re in the emotion delivery business!
This is what should come to mind when someone asks you what kind of business you’re in. This could
even be the first line of your elevator speech.
Why Emotions are Missing In Amateur Marketing
Due to the proliferation of copywriting instruction kits on the market today, this has cultivated the attitude
that copywriting is easy if you just know what tactics to deploy.
It cultivates the belief that “If I just get John Carlton’s Simple Writing System I’ll know each step to put into
my salesletter and I’ll have this handled.”
And John’s system will put you eons ahead of idiots who run Goodyear blimp style image ads and wonder
why they’re going out of business. Carlton also makes a point of emphasizing in his program the need to
use emotionally charged words in your copy.
But there’s more to it if you want to really build a sustainable business.
Look at this anecdote. An alien ship comes down and snatches up 10 human beings with the mission in
mind of creating the perfect human. If they opened up those humans, the exact same structure would be in
each one.
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This is similar to 97% of copywriting courses out there. The teachers tell you “Every successful salesletter
has a great headline, an offer, and a strong close,” and this is true.
In the aliens instance, if you didn’t have a head, a torso, two arms and two legs you wouldn’t end up with
something that looked like a human.
Same goes for salesletters. Everybody has to learn how to build a basic salesletter and what the components
are. But the problem is, that most salesletters not only look the same but they feel the same.
Just Knowing Where You’re Supposed To Put Your Weiner
Isn’t Enough Win The Admiration Of Your Lover
In my opinion any and all my teen/early manhood lackluster sexual experiences were a result of not having
an emotional connection with the women I was bedding.
I was an insecure punk who just wanted to brag to my friends that I’d gotten laid. Then, when I fell for a
girl, I’d start acting all needy and jealous and she’d hit the road.
I’ve come to learn what’s most important to satisfying a woman in bed is that you’re genuinely interested in
her and her needs and that she feels it’s an honest to goodness privilege to have you in her life. Just having
those two components beats any and all of the super whoopee-whoopee stroke or finger techniques out
there.
Most People Market Like They Make Love,
From Their Head, Not From Their Heart
Have you ever known a business professional who could care less if he made an emotional connection with
his customers, just as long as the dollars kept rolling in came so he could keep buying toys to show off to his
buddies?
I have. Actually, I’ve been that guy. Take my word for it, it sucked to be me.
You see it’s my belief that Frank Kern, Jeff Walker, Clayton Makepeace have succeeded as wildly as they
have because they put together programs that focused on building a nurturing relationship before asking for
any money.
They flipped the system of just cavemanning the process, showing up and bashing people with a pitch and
expecting to walk out with a check, on it’s head.
I know arriving and asking for $50 bucks, $100, hell even $500 after 4,16, 24 pages of copy is what direct
marketing was built on. So it works. But if you’re gunning for big money plus a meaningful connection,
you gotta go for a relationship.
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Especially in the wild wild west of the internet.
A Word About Your Ideal Target Audience
Your target prospect is the most important person you should be focused on when putting together any
kind of marketing.
Not your competitors or colleagues or anyone else including family and friends who you know will see your
marketing. Not even your opinion is important. More times than not our situation, the place where we’ve
become successful and can now sell a product to someone or give advice is vastly different than where your
ideal prospect is now.
What’s easy for you may seem impossible to them.
If you don’t connect with a single member of your target audience, you’re probably haven’t given yourself
permission to tell anyone else who isn’t your ideal prospect to fuck off in your own mind before you write,
especially those voices you hear that criticize everything you write down.
The program that helped me most to overcome this challenge was Dan Kennedy’s Influential Writing, click
here to check out the notes we put together for it.
What Do Readers Want? Your ideal prospect’s plight…
They want you tell them something they don’t know. Something unique, something fresh, breaking news.
They want you to tell them something they know in a way that moves them (Emotions).
There’s nothing new under the sun but no one has your exact same philosophy/viewpoint on life so if you
let that shine and your life experience breathes life into a subject that may have been beat to death by your
competitors, they will appreciate you for it.
And this is where it’s so important to give yourself permission to fail and permission to be criticized/critiqued. To be the same as everyone else is to be normal or average. Normal or average is never memorable.
They want you to refresh them from everyday drivel.
No matter what niche you’re in, your ideal prospects see a shit load of ads everyday. Most of it is blah or
annoying. This is good news for you because knowing this you can write or make videos around it.
Always keep in mind there’s no stage in a promotion where your marketing doesn’t have to be entertaining/
engrossing. Never forget this.
Your Ideal Prospect’s Four Emotional Needs + One Secret One
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Donna Cooper wrote a book titled, “Writing great screenplays that sell” and in it she compared screenwriting to a rollercoaster and how each pilon in a rollercoaster is an emotional impact. And in this book
she talked about the readers four emotional needs.
The need for new information
The majority is new, bright shiny object oriented. Don’t fight this. Roll with it.
The need to bond
This is why it’s so important to turn yourself into a character and a human being by writing yourself into
your marketing. Once again go get our notes on Dan Kennedy’s “Influential Writing” and you’ll get a black
belt lesson on how you can do this.
The need for conflict resolution
We love to see problems solved.
Most stories revolve around a problem and the reason we stick to the end is because we want to see the
problem resolved. Sometimes I’ll even slog through a horrid movie all the way to the credits because of this
need. A great example of this for me was “Paul Blart - Mall Cop.
We love to see people overcome setbacks and be told how it’s possible, even for little ole’ me, to do this.
This is part of why case studies in your marketing are so valuable.
The need for completion
This is the famous need for closure. This is our need to make order out of chaos.
Bonus Need - The need for entertainment (emotional impact)
You’ll see a lot of salesletters and marketing that meet the first four needs but don’t hit this one and they
probably make money but meeting this last need is what will help you dominate.
The late great Jim Rohn, the world famous business philosopher, said something that has stuck out in my
mind ever since I heard it years and years ago. He said, “When I go to a movie, I want it to touch me,
make me laugh, make me cry, just don’t leave me the same as when I walked in.”
I believe you can do this with your marketing if you’ll only give yourself the permission to.
The Three Types of Storytelling Emotions
Voyeuristic Emotion
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This taps into curiosity. This could come with letting people into your world, your insider knowledge/connections that allow you to be the champion in whatever industry you sell to.
Vicarious Emotion
This means you’re feeling exactly what the characters are feeling. So if people are bonded with you and
you’re feeling anger, they feel it too.
Visceral Emotion
This is the way they feel as a result of having spent time with you.
Reading fiction books to build my metaphor and similie repotoire sucks me into a vortex. Not just any
books though. Remember I was telling you about taking the plunge and diving into a Danielle Steele novel
not too long ago?
Well, that books been gathering dust. Since the time I bought that book I’ve plowed through 5 of John
MacDonald’s, Travis McGee mystery novels and 4 of Carl Hiaasen’s mysteries.
That’s roughly 3,600 pages I’ve blown through all the time avoiding the supposedly emotionally superior
sexes novel.
If you’re at all stuck, thinking, “How do I become a character people want to emmulate?’ you might do well
to go get any of Carl Hiaasen’s mystery novels. Here’s a quote from the jacket of the book I’m reading
now… “HIAASEN INFUSES HIS NOVELS WITH JUSTICE (SO SATISFYING)… What you can’t anticipate is how much fun there’s going to be had getting here to there.” New York Daily Times.
The reason I connect with that quote and included it here is because the one key distinction about Hiaasen’s
heroes is that they’re always the anti-hero.
They’re always the person that would never think themselves capable of saving the day and beyond all odds,
they do. Never yet has the hero of any of the books I’ve read been pure stud or studette.
He does a magnificent job of making the person relatable and having just enough courage to overcome
their problems. Does this sound like you? If you’re like the majority of people I’ve consulted with, you
might not feel all that cozy with idea of tooting your own horn and turning yourself into a hero in the eyes
of your audience.
When I look at Hiaasen’s characters I think it’s all the more possible to turn yourself into a Michael Jordan
in your industry by just doing a little more than the average person does. Things like doing what you said
you would when you would. Being on time. Telling the truth even when it hurts in the moment.
Your whole super hero status could revolve around stories of you living those principles.
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This would your prospect and customer experience feelings like, “Gosh, I wish I was as brave as he was”, or
“This guy’s like me, I can’t wait to meet him.”
The experience of visceral emotions = Entertainment
Interest, curiosity, anticipation, suspense, tension, humor, relief, triumph, surprise would all be examples of
visceral emotions.
These are all steps to embedding emotion in your marketing. In part 2 of this post I’ll show you an example
of the process I’ve been using lately implement all of these to get the ball rolling on any marketing sequence
I’m developing and how you can do the same.
Talk to you soon,
Note Taking Nerd #2
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Part 2 - Selling With Emotional Impact - Maximizing Your
Prospect’s Emotional Experience
Part 2 - Selling With Emotional Impact - Maximizing The Readers Emotional Experience
Hey you,
It’s #2.
As promised, I’m back with Part 2 of Selling With Emotional Impact.
(If you missed Part 1, go here to peep it…)
While you may or may not taken time in January to make a plan for your 2010, I wanted to give you a quick
example of the process I’ve been using lately to get the ball rolling on any marketing sequence I’m developing.
And as you’re reading this now, think about how you can use this in your own projects.
Planning For Success
Your great idea or concept… has to be either fresh, appealing, interesting, exciting, intriguing, compelling,
provocative to grab your prospects attention.
This fits right in with your audiences need for new information or as I like to put it, the new shiny object. In
short, it must hook you and them emotionally. Even if you aren’t your customer you should feel a rush for
what they’re about to experience by seeing your marketing.
There are two absolute requirements for a great idea to be a great idea…
1. It must be uniquely familiar.
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2. It must promise conflict
One of the greatest ads I’ve ever seen that met these two requirements was Gary Bencivenga’s famous Mark
Skousen promo…
Just in case you can’t read the headline here it is…
Lies, Lies, Lies!
Why we investors are fed up with everyone lying to us!
But getting rich is the best revenge…
Smartest ways to do it in 1990-1991
When you double click on the picture you’ll be able to see better the smaller cartoon pics on the bottom.
One of them is of a smug looking guy in a suit talking on the phone and the caption for this pic is “Lies
brokers tell p. 5”
<======== Bottom left is a picture of a guy who looks like slick willy Clinton and the caption for that one
says “Lies politicians tell, p. 6”
The bottom right picture is of an Anglo Saxon man wearing a suit and a turban seated behind a crystal ball
and the caption below it is “Lies gurus tell, p. 3” ===========>
Isn’t it brilliant how this concept met both the need to be uniquely familiar and how it promised conflict?
And another very, very important point, all of these topics implied I’m showing up at the door of your
mind to give you something, not to get something.
Develop a Mighty Theme
“To produce a mighty book, you must have a mighty theme. No great and enduring volume can be written on
the flea. Though many there be that have tried it.”
Herman Melville – American short story writer, poet and novelist best known for his novels of the sea,
including his masterpiece Moby Dick.
Jay Abraham the marketing wizard, is fond of saying “Concept over Copy”. Great marketers like to come
up with this before they write because everything that comes after is an exploration of that theme. It forces
you to give your project purpose.
As a marketer, your offer really helps you with this. This is why some pro’s like to start their ads with the
offer knowing this sparks all kinds of possibilities.
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Story Reveals Theme
I can imagine that after Gary had come up with the “Lies, Lies, Lies” theme, it made writing the rest of ad a
lot easier. Just the other day I was watching my “Bencivenga 100 Seminar DVD’s and he talks about how
once he switched from doing 100% pitch ads to doing 50% content, 50% pitch ads, he started not just barely
beating controls, but crushing them like aluminum cans.
What’s amazing is that he got the green light to do this in a field where that 50% of content cost the
publisher money out of pocket, up front. Hats off to boardroom for having the direct marketing savvy to a
least test this concept before dismissing it which would’ve been easy to do because of the upfront investment for the printing of a 50% larger format.
After taking the leap of faith, Boardroom and Gary saw the results and they couldn’t deny the extra expense
because this strategy is what helped make their ads not seem like an ads but like an articles in a magazine…
like something that showed up to offer you value before asking anything of you… which is exactly what led
to the massive increase in response.
I’m a firm believer in this style of marketing. I’ve never much been a fan of wham-bam thank you ma’am
ads that rush people to make a decision to buy. I want action pronto but I don’t want people to feel hurried
because of my desperation.
Especially if I’m asking for a sizeable chunk of money.
A story in your ad exists as a tool to create situations that will reveal the theme.
And a story is not only about the theme but the experience of that theme on two levels: Rational, intellectual
level, and the Emotional, where we feel it subconsciously and it either resonates or not.
And remember, your theme should resonate throughout your entire ad, not just a few sections here and
there. Trust me, if you stick to your winning theme, it will make writing so much simpler and fun to put
together.
Theme Moves Us Emotionally
The more meaningful the theme, the deeper the emotions.
Your theme should be emotional because emotions are what create a universal appeal. Now when I say universal, I mean universal to your entire target audience. Gary’s “Lies, Lies, Lies” theme was universal to the
person who’s got money to protect.
Why Not Be a Super Hero?
Character’s are the most important element in storytelling.
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Without characters, there’s no story. This is what’s so magnificent about this new social media online
economy. In today’s day and age you can reveal little tidbits about your character everyday on a blog or by
twittering for free, where as back in the days before the internet, the ink or airtime it took to reveal character cost money.
Doesn’t mean it couldn’t be done, just couldn’t be done on the cheap.
Gary’s ad was print and he couldn’t go into any kind of rich detail about what kind of guy Mark Skousen
was but you soak in a lot from the tone of the letter…
“INVESTOR REVOLT! Why we investors are MAD AS HELL and not going to take it any more. And
we’re sending a message to:
WALL STREET BROKERS: “We don’t trust you anymore. Your first goal is to make commissions, not
give us objective advice.” A much better source of investment counsel, including the 12 best and 3 worst
investments now…
THE IRS: “You take too much of our money, only to pour it down Federal Ratholes.” Solution: 7 powerful
ways to slash taxes legally and retire like a king…
CONGRESS: “You cowards will never balance your budget.” But there’s a way to reap a fortune from politicians’ incompetence…”
Can you see the pattern here?
This guys character is unfolding as the advocate to the little guy. The guy with the heavy set of balls that
hang low to ground like frog nuts. The guy who’s gonna give you a hand and bring you out of the muck
and get you up with him on his level.
And Gary got all and more of this message onto one 8 1/2” x 11” page.
The opposite of this is relying on a one page ad in a newspaper with a jumbo logo and a jangle that says
“Come to Merrill Lynch and one of our highly trained financial advisors will help you retire safely and
invest for you future.” Do you see the difference?
Same amount of space, totally different voice. Two polar opposite feelings stimulated.
When you’ve come to grips with the idea of becoming a character people can identify with, you’ll make it so
much easier for talented copywriters to want to work with you or… for you to write yourself into your marketing.
If you hire out your copywriting, your guy will see they’ve got plenty of material to work from and will be
excited at all the angles they can take with you and your story. And this is what sets great marketing apart
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from bad marketing. People buy from people, not businesses and when they admire the person “lettting
them buy from them”.
It allows people’s emotions to be aroused which creates a loyalty that being the cheapest vendor can’t.
The Simple Universal Formula For Creating a Story
This is as easy as it gets…
“You or your character wants something, and someone or something opposes him.”
See, I told you. This is what Gary’s whole ad was built around. People oppressing Mark, how he overcame
it and now that he’s done it, he can show you how to do the same. Here’s a glimpse of how he did it…
“The IRS. Uncle Sam’s arrogant collection agency labors under the curious illusion that everything you
earn is theirs first, and you are entitled only to what they allow you to keep. They seem completely oblivious to the fact that you are the source of your income and that your hard work supports them, not viceversa.
The IRS, like all government agencies, creates no wealth at all.
But don’t fret. And whatever you do, don’t break the law. The risk is too high, and not even necessary.
There are still extremely powerful ways you can slash your taxes legally and keep the lion’s share of your
wealth yourself. Your accountant may not have told you about these 100% legitimate devices and strategies,
but I will in a moment.”
Gorgeous.
Woven within in that passage is the essence of an engaging conflict in a story… Goal – Obstacle – Unwillingness to compromise.
The third one is the key. Let’s say you were using Paypal to collect money for your services. One day you
go to log on and they tell you they’re doing a “routine, random” investigation of your account and while
they’re doing so, they freeze your ability to pay people or be paid through their site. That’s an obstacle but
what if you just said “Ah, screw it, let ‘em hold my business hostage. I’ll just take it.”
Would that make for a good story? No, not really, because you gave up. But if you have an unwillingness
to compromise it leads you on a quest to do whatever it takes to overcome the Gestapo who’s oppressing
your business, keeping you from serving your customers.
You need that trio to ensure you have what could be called dramatic conflict. Do you see how this works?
It’s almost impossible to stop reading if you’re the target market.
HOLY SHIT! Your Story’s Main Conflict
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Now to juice your story for dramatic conflict you’ve got to focus on the elements that cause visceral emotions:
Interest - Keeping your marketing in their face…
Curiosity - Wondering what’s coming…
Anticipation - Looking forward to something…
Suspense/Tension – Every ad/marketing piece should have this woven into it.
Surprise – All the twists
If the lead for your ad, the headline, subhead, opening paragraph and remainder of the first two pages have
the first four, Interest, Curiosity, Anticipation, Suspense/Tension elements woven into it, you’ve won
80% of the copywriting battle. If you Surprise the hell out of them with one hell of an offer at the end of it,
you should be doing gang busters with your ideal prospects.
The Universal Principles Of Structure: Follow this and your story is all but guaranteed to engage your
audience
When you tell a story it’s real easy to get off track. This is why it’s crucial to boil down the essence of story
into a clear beginning, middle and end or… a Set-up, Conflict and Resolution. This is the way we’ve told
stories for 2,000 years.
In Gary’s ad, one of the stories he wove was called “The Big “Hidden Lie” Your Stockbroker Will Never
Admit”.
Here’s the cliff notes version of the beginning, middle and end of this tale…
Beginning/Setup: In recent years, “stockbroker” has become something of a dirty word, even at brokerage
houses! Every major brokerage house now avoids the term, calling their salespeople “financial consultants,”
“account representatives,” “first vice presidents”… anything but stockbrokers.
Middle/Conflict: Here’s how one former successful broker, Thomas D. Saler, puts it, “Success in the brokerage business is measured totally in terms of commissions generated, not results for clients.
End/Resolution: Unlike brokers, financial planners and magazine ads, I have nothing to sell you except my
advice, so it had better be good. If it isn’t, people don’t renew their subscriptions and I go out of business. I
make absolutely nothing, not a penny, in any way, shape or form from the few investments I believe are
strong, safe and profitable enough to recommend wholeheartedly to you (such as those you can read about
elsewhere in this announcement).
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This story is proof that you don’t have to get all Mark Twain and weave a spectacular yarn to draw people
in. This was only one page, yet it showed you the face of the enemy/conflict, fleshed out why the enemy is
dangerous and positioned himself as a savior with the solution to conquering this challenge.
No rocket science right?
Now if you remember Gary’s Cover of this magalog you’ll see he’s set himself up with ten super short stories to tell you in the ad. Each one of the stories points out yet another enemy to beware of, why they’re so
evil and then how by having a relationship with Mark, you can help you flip the script on the jizz bags and
defeat save yourself a ton of shame and money.
Keys to Making Sure Your Story Has Emotional Impact
For your story to make an impression it should…
1) Reveal Character:
Remember, you and I don’t ever talk in the form of “We” or “XYZ company”. We always talk one on one,
person to person, “What I want to share with you”. This what allows you to show your audience to discover for themselves whether you’re the kind of person they’d like to know, like and trust by what you
reveal to them about you.
Nordstroms is awesome but I don’t particularly have any warm fuzzy feelings about the corporation. Tony
Robbins, whole different story. I actually feel like this guy has been more of “Friend” to me than people I
actually knew and called “Friends” in my past.
You can do the same with your audience when you show up as a human being with all your human frailties
and let people know how despite all your human flaws, you still kick ass in this particular niche.
2) Reflect Your Mood & Emotions:
Certain tone belongs to certain copy. A super charged topic like people being scammed deserves a pissed
off, “Let’s go to war” kinda voice. An ad showing parents how to be their child’s the best possible first
teacher asks for different approach. A guru teaching a course on “The Hidden Pleasures in Rough Sex” a
whole different one.
This is why deciding up front what mood you want to put someone in before you start writing is vitally
important. Where do you want to transport people too? What do you want them to experience.
Whatever you decide, make sure it’s anything but bore, plain vanilla.
3) Reveal Your Motivation:
The stories you tell should always have a point.
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And the point to the stories we want to tell should lead people to the REASON WHY I’m talking to you
about this, your motivation for bringing you this amazing opportunity.
This is part of why I admire any marketer, like a Frank Kern who’s mailing an affiliate promo, who will flat
out tell you “Hey, I’m sending this because I genuinely like Ed. And, if you buy Ed product by clicking the
link below, he’ll send me a few shiny coins that I can go spend on something cool like a fish net shirt. So, if
that makes you uncomfortable, feel free to track Ed down through his own site and make sure he gets every
dollar so he has the money to buy himself a pair of fishnet stockings to go with his fishnet shirt.”
4) Advance the Action:
Make sure you don’t get bogged down in the details. Keep people moving smoothly through beginning,
middle and end. Otherwise, you’ll lose people to the jillion other options they could be exercising at this
time. No good.
5) Foreshadow What’s Coming:
This comes in line the overall strategy of moving someone through your presentation’s beginning, middle
and end. You always want to be alluding to a money shot. Now depending on how well you use all the
elements you and I have been talking about in part one of this series as well as this one, will determine
whether you end up with a headboard cracking climax or a pre-mature, fizzled out, disappointment.
This is why if your offer sucks, even great copy won’t help you. The offer determines 40% of the success of
a promo, the list another 40% and the last 20% goes to what you’ve written or spoken.
Make sure that all your great stories aren’t getting someone excited for a let down but putting together an
offer that makes people feel like YOU’RE getting screwed in the interaction. And of course give them a
great reason why you’re willing to load them up with way more value than you’re asking for. You know if
what you say sounds like bullshit or not so put your consumer hat on and use your best judgment here.
6) Have an Emotional Impact:
I may have mentioned this or not in the first part of the series, but just in case I didn’t I’ll leave you on this
quote that stuck with me for probably over a decade now from one of my first success mentors, the late Jim
Rohn:
“I like a good movie. I like a movie that touches me. Make me laugh, make me cry, just don’t leave the
same as when I walked in.”
When you market using what you and I talked about here, you’ll be sure to touch your audience.
Talk to you again soon,
Note Taking Nerd #2
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Beware The Tricks Money Can Play On Your Mind
Beware The Tricks Financial Wealth Can Play On Your Mind
Hey You,
It’s #2.
My opinion wreaks havoc sometimes.
I’m a member of a super exclusive site and a conversation was started there about the movie, “The One
Percent” by Jamie Johnson. Here’s the HBO blurb about the movie just in case you’re unfamiliar with it…
“This 80-minute documentary focuses on the growing “wealth gap” in America, as seen through the eyes of
filmmaker Jamie Johnson, a 27-year-old heir to the Johnson & Johnson pharmaceutical fortune. Johnson,
who cut his film teeth at NYU and made the Emmy®-nominated 2003 HBO documentary Born Rich, here
sets his sights on exploring the political, moral and emotional rationale that enables a tiny percentage of
Americans - the one percent - to control nearly half the wealth of the entire United States.”
I can’t quite remember if this was the blurb that sold me on watching the movie but it was close. I
remember thinking this was going to yield some goodies, you know, uplifting “Millionaire Next Door” kind
of revelations, especially when I saw who the kid was interviewing during the show…
Steve Forbes Jr., son of Malcolm Forbes, Milton Friedman, 1976 winner of the Nobel Memorial Prize in
Economic Sciences, Bill Gates Sr., father of Bill Gates, and Paul Orfalea, founder of Kinko’s, but…
…it didn’t bear that kind of fruit.
It’s been a while since I’ve seen it but from what I remember, with the exception of Milton Friedman and
Paul Orfalea, it pretty much turned out to be a bitch fest, what I viewed as poor people and privileged liberals denouncing/tattle telling/pointing the finger at “other wealthy people’s” bad behavior.
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There was one scene in particular that pissed me off.
It was the scene with Paul Orfalea, founder of Kinko’s that was in the peaceful setting outside, not far from
the first Kinko’s location, where mid-interview, ‘magically’ appears a homeless person who barges in to ask
Paul, not the interviewer, for some spare change.
Being that he zeroed right in for Paul instead of the pampered, pansy looking Jamie, I wouldn’t have put it
past him or one of his stooges to have set up the whole thing up.
Paul handles the situation gracefully and peels the bum off some paper and gets back to the interview.
I don’t know about you but I don’t know of many people in general that have balls big enough to just bust
in on someone doing an interview while being video taped and asking them for something as harmless as
directions let alone money.
I don’t care if it’s the pee-on local union representative no more than 30 people know by sight being interviewed by a high school kid. People in general just don’t do that shit.
Yeah, if I’m homeless and I scope out a group of guys shootin’ film, my mind would say “Jackpot, muthafucka!!! There’s some money somewhere in that group. Daddy’s gettin’ drunk early today, (the interview
with Paul was shot in the morning).” COMMON SENSE says you don’t wipe your boogers on the shirt of
someone while simultaneously asking them to do you a favor!
DUHHHH! That’s like “Homelessness 101”.
My experience with being hit up by homeless people for money, and I’ve had plenty of experience being a
city boy all my life and being swarmed by the world class pan handlers daily when I worked in downtown
Los Angeles, is that they aren’t overzealous about doing it.
THEY KNOW THEY’RE IMPOSING so most of them are real shy and meek about it.
Yeah, you get annoying, turbo-charged homeless dude once in a while, but they’re rare.
For the movie crasher, common sense says you wait until the group is done handling their important business and strategically post up where they have to pass you and then you make your presentation, AFTER
they’re done. The guy on this movie just moseyed perfectly into the shot (surprise, surprise) and crashed
the party like he was totally oblivious to the situation.
I call bullshit.
Smells like they were out to toy with Paul seeing if they could get him to squirm by putting him on the spot,
attempting to force his hand on T.V. and that’s not cool. This actually makes me not like this kid Jamie’s
taste even more.
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What’s weird is it’s been months since I’ve seen the movie and this thought just hit me. I kinda wanted to
get the terrible taste of the film out my mind and I had until I saw the topic of this movie brought up.
Here’s the review I’d posted real quick…
“Watch this movie to get a voyeuristic glimpse at what being ashamed of wealth looks like.
The son is ashamed of the family fortune. The dad isn’t as vocal about his but there’s ambivalence and
his repressed shame makes it so he can’t defend his viewpoint or bring himself to dismiss his piss ant
son’s opinion. The dad relies on his financial advisor to speak for him and this guy’s got a slightly
bigger set of balls but he’s no John Galt by any means.
Part of me was greatly disappointed in this movie, kind of like that feeling you get when you think you
picked a good watermelon and it turns out to be shit, then I remembered there’s always something you
can learn from people, even if it’s how NOT to behave.”
I was the only one who’d made a comment and I did so just wanting to spare anyone else the let down I’d
experienced. I didn’t expect much activity but I was wrong. People came on and agreed with me. A couple
of people defended Jamie’s “philosophical perspective” and they were not so gently smacked down by a
bunch of people I didn’t even know and never talked to before.
This is Why Posting To Forums Can Be Hazardous To Your Time Management
I think this was my second post to the site.
What this made me realize is how easy it’d be for some Brittany Spears fan to get sucked into a 3 hour back
and forth conversation on some forum defending Brittany’s “artistic” honor” while during those same three
hours she could’ve been doing that didn’t make her stupider.
I had no idea my comment would generate so much interest. This prompted me to spend probably close to
an hour shoring up what I hadn’t made so clear in my “Quickie” comment. If I hadn’t gotten my daily
writing and a post out of it, I would’ve chalked it up as a loss but since I reaped those benefits, I win.
Here’s my enhanced review of this almost worthless movie…
“Everyone’s a liberal until they have something to conserve.”
Ronald Reagan
I’ve seen this play into action in my own family. My step sister went to college on a full ride based on her
genius ability to play the clarinet. Our family had no means to send her otherwise.
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After graduating college she went onto CalArts, full ride once again, (Walt Disney’s Higher Education Art
School) after that. Her whole adult life she was surrounded by lots of people like Jamie, kids who’s families
had wealth, and had never tasted the grit of the street.
While attending CalArts, my step sister and soon-to-be-husband were living in some shanty in the woods
that didn’t even have indoor plumbing.
Taking a ride-a-long with a cop to the hood as Jamie did in the movie is a wee bit different from growing up
with a poverty conscious mom who was addicted to opiates your whole life skirting on the edge of homelessness up until the day she died, like I did.
My dad and mom were never together and were separated ever since I was an infant. However my dad was
also lived at death’s door playing with the fire of addictions for a very long time, even while teaching school,
up until I was about 10 when he found sobriety.
When my dad met my step mom, he was balancing a crazy addiction and she was so naive she couldn’t see
all the signs and married him anyway having to finally have his addiction beat her into submission which
led to her giving him the ultimatum of “Get your shit together or I’m leaving with your new born son.”
That was the day that changed his life for the better.
Now back to my step sister. She grew up with two state employees filling her head with what terrible
wretches the rich were and then went onto a social circle and community filled with wide-eyed liberal lambs
at her graduate school.
Well, after finishing graduate school she took the leap and skirted off to New York City to try to make
something of her love of music. After years of living in rat infested apartments it turns out her music ability
and technology came together like booty cheeks and her little 2 person company started making ring tones
for the music division of a major, major media company.
Not overnight, but in a very short period of time she went from snoozin’ with bed bugs rodents, and
roaches to becoming a millionaire. I’ve asked her only once how much she was paid by this company initially and she would only say “A lot”. I didn’t bug her but I’ve gotta assume it was millions because she has
subsequently purchased a condo and an office building in New York City, a cabin in Utah and god knows
what other cool toys she’s bought and who she’s donated money to or helped out personally and with her
proceeds. I know she’s been generous to my brothers and for that I’m grateful.
Because of her talent and perseverance, my step sister is one of my role models. She’s an inspiration to me.
And through her rise to wealth I’ve watched her philosophy about money radically transform.
And I sense now, what I sense in Jamie, an ambivalence about money. She’s done some good with her
money no doubt, that was not possible when she didn’t have it and made a nice home for her first child to
be born into. Yet bringing up the idea that she’s “rich” arouses fierce resistance from her, almost implying
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that if that tag is in any way tied to her, she’s a scumbag like the money grubbing tycoons she railed against
all of her life.
Seeing this scenario unfold has been highly instructive and interesting.
Growing up the way I did, I’m supposed to be Jamie’s biggest fan boy. Unlike Jamie I’ve had brothers,
parents and friends in jail and prison, addicted to drugs and alcohol, on the path to a grim & grizzly death.
Only through mentors with a balanced view of wealth (Jim Rohn, Tony Robbins, Dan Kennedy, etc.) was I
able to grasp and sustain a concept of wealth that allowed me to appreciate what it can do in the right
hands.
Dan Kennedy’s view on wealth was a breath of fresh air in my life. Especially in his Renegade Millionaire
program where he spoke of the inner game aspects that put some entrepreneurs in a choke hold, feeling
guilty for having what other don’t, even though they earned it. If you’re at all interested in what Dan Kennedy’s thoughts are on wealth click here to get the notes we put together on his Renegade Millionaire program.
My concept is that founders of companies usually have a deeper appreciation of wealth than do their children or the board of executives that show up waiting for salaries and paychecks when the company grows to
be a super power like a Johnson & Johnson.
This is why I’m not all that much of a fan of “Big Business”. I’m more in awe of the founder who built the
company from nothing and what he did to make sure what he passed on was so endurable. Not the leeches
who live off what he or she built.
Yeah, some companies have exceptional leaders come in make the company even stronger but I’d say this
applies to 5% or less of the companies ever built.
It is my estimation that most, not all, of the children of founders and the “Employees” who go on to run the
company, disease the wealth that has been amassed. Their sense of entitlement and willingness to waste
money that isn’t theirs, that they didn’t have to earn, has led to the destruction of some of the mightiest
corporations America has ever known. And if pre-cautions like trusts weren’t set in place they’d Paris
Hilton the fortune away.
I believe it is the ‘Jamies’ of the world and their polar opposite, the ruthless Shit Bags who scam investors
and shareholders out of fortunes and destroy the environment for a fast buck with wanton abandonment,
that are to partially to blame for America’s current condition.
The ‘Jamies’ take some blame because their bleeding hearts lead them to pissing away wealth to socialist
causes/countries and irresponsible expenses like grossly exaggerated “Boards of Directors” and employee
positions. Think Atlas Shrugged and Jim Taggart here.
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The Shit Bags carry blame for having hearts of diamond and not living to bring value to world but to suck
every last drop of it into their bank account to try to fill the void that is their self esteem by dumping the
wealth into symbols that “Impress” people, symbols such as homes, carcasses of exotic endangered animals,
women, planes, trains and automobiles.
My view of wealth is that it can serve good to humanity but not when it’s in the hands of irresponsible
people with imbalanced or corrupt intentions.
My perspective is only mine and I know there’s more than one way to be right.
With that said, I’m happy to see the sharp pencils of this community posting here and I’m proud to be a
part of it.
Until next time,
You know what I think about this topic. What you think? If you’ve seen the movie, please give me your
viewpoint.
Talk soon,
Note Taking Nerd #2
P.S. Stay tuned for Part 2 of “Selling With Emotional Impact”.
CHA PTE R 1 08
Why People Don’t Buy From You and What to Do About It
Why People Don’t Buy From You and What to Do About It
Hey you,
It’s #2.
Today I wanted to share a late Christmas gift with you that an internet marketing whiz by the name of
Jason Fladlien.
If you’ve never heard of Jason before now, today is you’re lucky day. I and the Chief personally own most
of his products. When you type his name into Google, you’ll see his mini-sites take up every link of the first
page. He knows internet marketing and knows how to get the money.
Included within his $500.00 Membership Site Course, was a special report titled, “Marketplace Mind States
& The Trust Factor”. I blasted through it in no time and was grateful I’d spent the time absorbing the gems
within and couldn’t wait to pass it on to you.
I feel Jason’s message will be incredibly valuable to you. With that said, have fun fixing any holes you have
in your marketing by discovering…
Marketplace Mind States & The Trust Factor
Outside of internet marketing, I don’t have much of life.
I practice total market place immersion. As such, I have a pulse on exactly what the market place wants, an
intuition for giving it the solutions it demands, and systems for allowing me to offer the most to that marketplace in the least amount of time.
As such, everyday I gain a new valuable insight which I implement into my business. One major insight I’ve
come to realize lately is Marketplace Mind states
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Marketplace Mind states Explained
I have identified 4 “mind states” every marketplace cycles through. Knowing exactly what “mind state” the
marketplace at large is experiencing at any given moment is critical to your success, because it affects the
tone of all your marketing communications.
Case in point: When the internet first became mainstreamed, any opportunity was interesting, because it
was a whole new vehicle where no opportunity previously existed. Thus, the novelty factor was good
enough to get leverage, and had you capitalized at that time with good fundamental marketing, you’d have
made a good deal of cash.
This is the first mind state a marketplace experiences, which is “Novelty Mind state”.
Then, the marketplace shifted. Once the opportunity seekers came in and pillaged the internet, soon the
novelty of offering opportunity wore off. Now, it had to be opportunity tied to very specific and tangible
results.
I call this “results orientated” mind state.
A quick side point. In any market place, all four mind states exist to a certain degree. However, at any one
given time one mind state will be more dominate than the others. So while novelty still has leveragability
when it comes to making your sales argument, it doesn’t have as much leverage as “results orientated” communication, if the marketplace is in its second phase of evolution.
It’s not enough to present the opportunity of getting rich, losing weight or picking up women. You must
show you how to make $100,000 in 60 days without a list and on a shoestring budget. You must show how
to lose 21 pounds in 6 months without diet pills or starvation. You most show how to be able to get 3 out o5
5 women’s phone numbers every single time you go out to a club.
However, even these appeals lose their power of a while. It’s important to understand why marketplace
mind state shifts occur. See, 95% of your market will never get the results they are promised. A big part is
that they will never leave their comfort zone to use the information you show them. Another part is most
marketers are good at marketing and little else. The result is there’s a big mess of crappy products out there
that over promise and under-deliver, and a large quantity of people consuming those products who aren’t
going to take any action anyway.
However, no one wants to admit this. So the marketplace lies to itself. It makes excuses.
Of course it didn’t work before, because of ________. But now that this new thing is out, I have a chance
again!
That’s the typical line of reasoning. That’s why appeals change, because the marketplace gets burn out on
one appeal since it almost never delivers what it promises to deliver, based on the circumstances described
above.
Why People Don’t Buy From You and What…
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So after the marketplace burns out on “results orientated” marketing, it goes into the third mind state,
which is “Proof” mind state Now, it’s not enough to tie your opportunity to a specific result with a reasonable amount of proof…
You need a preponderance of proof!
Preponderance means superior in weight, force, influence, numbers and power. In other words, over kill.
So now the biggest sales argument you need to make in your marketing communications is the emphasis on
proof. Headlines stressing proof. The use of social proof in the pre-launch phase before you even make the
offer public. Etc.
And that appeals works great for a while. But, the status quo remains the same. 95% of people still don’t get
the intended results. So the “proof” mind state eventually burns out as well, and it is replaced by the last
mind state of the marketplace, which is the…
“TRUST” Mind state
Right now the overall mind state of the internet marketing community is “Trust”. Now, more than ever,
trust is needed if you’re really going to close the sale on the highest number of visitors.
At this point, there is more opportunity than ever. There is more “results orientated” options than ever
before. More proof than ever, social or otherwise. However, the most scarce asset being offered to the marketplace is trust.
And that’s one of the reasons why it’s become such an important factor in your visitor’s buying decision.
How to Build Trust
How do you get a complete stranger thousands of miles away from you who you have never talked with or
dynamically interacted with to trust you?
It’s hard.
First, you need to deliver on your claims. This is an art. If you study my copy, you notice I make pretty bold
claims, such as “how to write an article in 7 minutes” and “how to become a $40 an hour ghostwriter in less
than 7 days”.
I know that most of my customers won’t be able to achieve this goal. However, I also have insight into
buyer psychology. Most people who buy have a “low self esteem” factor that enters into the buying equation.
The typical line of thought goes like this:
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“Well, yeah of course Jason can do it, he’s had all the practice, knows all the secrets, has all the opportunities, and probably got lucky to boot. And yes, maybe those people in his case studies did it to.
“But I probably won’t. Things usually don’t go right for me, I tend to procrastinate a lot, hesitate, or just
plain be timid about it, or not understand things right away. However… if I only get a fraction of the results
that Jason promises, it will still be a killer deal for me…”
I know full well that the average person who lands on my “How to be a $40 an hour ghostwriter in less than
7 days” website thinks “Well, gee if I can get there in even 3 months, that’s a killer deal”. Or they think
“Well, hell if I only make $20 an hour after two weeks, that’s more than I’m making now at my day job with
my asshole boss.” Etc.
And I know in my heart that a person in the right circumstances with a reasonable amount of dedication
and effort can achieve my claim. I know because I did it, and I’ve taught several others to do it as well.
I don’t get trust on that initial sale. I get faith. That’s why I sell that particular product at only $17. Trust
comes after they consume the product. Even if they don’t get the results, they’ll be able to see that they
could get the results if they applied my stuff. The point is, they knew I delivered on my end.
So when I come through with my next offer, if it’s something that’s of interest to them, they will be more
inclined to say yes to it because I have established trust with them.
So step one is to deliver on your claims. That doesn’t mean you shouldn’t make bold claims. But it almost
doesn’t mean putting crap in a nice shiny and beautiful box.. Perceived Value should come as close to
matching Actual Value as much as possible.
Do It AND Teach It
The second way to get trust is to do what you teach. You’d think this shouldn’t need to be stated, but it
does. So many people sell information that they themselves don’t follow! What you get is a well researched
encyclopedia on the topic, not a practical system or method.
It’s easier to talk it than to walk it. That’s why it happens. But the biggest leverage point you’re going to get
is by selling experience more so than information.
Here’s what I do now: I isolate skills that I know my clients want to possess. Then I go out and create a
systematic process for mastering those skills myself.
When I’m done, I have a refined system to share with them, and experiences to guide them.
I almost never do any “research” when I create my products. When I do my high end group coaching, I
create the curriculum 30 minutes before the class, because it’s all in my head. I don’t have to prepare, I just
have to organize. I am giving them information through experience, not from research.
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That’s the difference between intelligence and knowledge. You can be intelligent at just about anything if
you read 10 books on it. But you can only be knowledgeable about something if you’ve had experiences
with it.
Sell knowledge, not intelligence
Exercise Authority
The third thing you need to develop trust is to exercise authority. When my coaching clients get me live and
in front of them giving them answers and solutions to their needs and problems, they know that I believe in
the effectiveness of my advice 100%.
Communication is largely non-verbal anyway. Even printed communication. It’s more of the style of
delivery than anything else. And the style you must adopt is 100% confidence in your ability to give your
clients what they desire.
So-so advice delivered with 100% confidence and congruence is better than exceptional advice delivered
with 50% confidence. By far.
Remember, there are two things that affect us when we process information: The information itself, and
how we feel about it. of the two, how we feel is going to influence our behavior more.
If you feel unsure of the information, when you transmit that information, you’re also transmitting your
feelings with it. These are often “caught” by your recipients, and will influence their behavior.
In the first week of my copywriting class, one of my students just saw how I carried and handled myself as I
presented the information, and then “caught” that attitude and went out and closed a $21,000 consulting
deal.
People trust authority. It’s human nature. Read the Milgrim Study if you really want to know how much we
are dependent on authority. In it, you’ll find normal, every day people like you and I would almost shock a
complete stranger to death under the right authoritative circumstances. And we would do so willingly, with
no coercion or threats.
You need to be the authority if you want trust. The funny thing about authority – no one will give it to you.
You have to claim it yourself.
Case in point – I’m not a certified teacher. Yet I make more money teaching webinars than 90% of all
teachers in the United States. Those teachers had to go through at least 4 years of college, and earn a degree
just to be legally able to attempt to teach.
Not me. I’m teaching a skill that less than a year ago I didn’t even possess. All because I knew I could. So I
decided to “certify” myself as the authority. And I’m glad I did, because otherwise I would’ve did my clients
a great disservice. You should see all the positive feedback I got.
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You’re dealing in the real world here. The marketplace doesn’t care if you’re certified or not. They are much
more pragmatic. Their lives and money are at stake. The want a solution, not a certificate.
Confidence Is A Choice!
Being confident has nothing to do with past results. It has everything to do with choosing to be confident.
Abe Lincoln had never won anything in his life. Every political office he tried for, he lost. His first political
win was the presidency of the United States.
I love that guy. What guts he must of had. Never won a thing in his life, yet still chose to be confident
instead of miserable And I’m glad he did, because he was one of the greatest presidents the United States
ever had.
Sharing Yourself
The final factor for building trust is to share parts of yourself with your segment of the marketplace. I stumbled on this by accident. People want to buy you as much as they want to buy whatever you’re selling.
It took a tragic event in my life to figure out this lesson. But when I opened up and showed people that
behind the product there was a living, breathing human being who was dealing with everyday life struggles
just like anybody else, it really created a deeper relationship.
First, it helped showed that I’m not perfect. Far from it. Some of the completely idiotic mistakes I make I
can’t even begin to fathom. It’s only through specialized systems and carefully groomed habits that I’ve
become successful. Anyone can do that. And my clients see that specifically because of all my other frailties.
At the same time, it makes the relationship dynamic and interactive. Think about it. People have given a
little of themselves to you when they’ve parted with their money to get what you were offering.
They made the first step to initiate the relationship. Now it’s up to you to take it to the next level. Every so
often, share something personal with them. It doesn’t have to be a deep dark secret. It could just be something superficial, but that gives insight into who you are and how you live your life.
Nerd #2 Insight: Dan Kennedy wins many fans through his “Unfinished Business” autobiography. This is
nothing but short essays that talk about personal lessons he’s gone through that have shaped his marketing
prowess. While the book tells gives you a glimpse at how he tells stories to let you in, his “Influential
Writing” program tells you how to weave these stories into every communication you have with your list so
that you create a non-stop bonding machine. CLICK HERE to finally learn how to do this yourself…
In the end, we are social creatures, and we need to feel we belong to something greater than ourselves. We
seek to find others who are like us, because it validates our choices, and comforts us. I love this part of the
human condition. It makes our experiences all the more wonderful.
Why People Don’t Buy From You and What…
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But if you don’t allow others to glimpse into your world, then they’ll never get that validation from you.
They’ll never resonate with you on a deeper level. And when someone else comes along that can offer them
not only a solution to their current, outward problem (whatever that may be), but also the solution to the
inner dilemma WE ALL face, then you will lose them.
Don’t let that happen. When it’s all said it done, it’s not the money you make that defines you, but it’s the
people you influence.
But before you can influence them, you must first win their trust.
Something to think about.
-Jason Fladlien
I hope you enjoyed that tight bit of wisdom as much as I did.
Talk to you again soon,
Note Taking Nerd #2
P.S. Stay tuned for “Part 2 of Selling With Emotional Impact”. It will definitely dive into detail of how to
implement all of Part 1’s steps and what was discussed here today.
CHA PTE R 1 09
Could the Answer To This Question Reveal Why You’re Either
Damned or Blessed?
Could the Answer To This Question Reveal Why You’re Either Damned or Blessed?
Hey you,
It’s #2.
Check this out…
Someone once asked Albert Einstein, “Dr. Einstein, you’ve studied the workings of the universe from the
tiny atom to the cosmos. What do you think is the most important question for people to find the answer
to?”
And Albert looked up into space for a while then down at his shoe laces and looked back at the gentleman
asking the question and said “Well, I think the most important question for people to find the answer to
is, Is the universe a friendly place?”
He said, “If the universe is a friendly place, then you’ll use your technology and tools for understanding
because power will come through understanding. If it’s a friendly place then you understand that part and
understand the mechanism and it doesn’t mean that it’s safe if it’s friendly, but it’s power and it’s protection
will come through understanding how things work.
If it’s an unfriendly place, then you’re going to use your tools, your technology for creating walls and
building weapons. You have to protect yourself from the evil and the unfriendliness that’s around you.”
I heard this while listening to a program by Robert Dilts about changing your beliefs about health. Here’s
what Robert said after relaying that quote…
“And hearing this, I think asking yourself if your body is a friendly place would be enlightening.
Could the Answer To This Question Reveal…
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I believe that everyone’s view of the world around them is nothing more than a mirror for your view of
yourself. In other words, the only way you have of understanding the world around you is through programs. In other words, for people who think that well, ‘There’s bad guys in the world and you have to take
care of it, blah, blah, blah,’ you can bet that that’s gonna be going on inside of them.
If a person doesn’t want to tell you about themselves, ask them about politics and they’ll just lay out what
they think about themselves, practically, ‘Well you know, people get out of hand and you’ve got to control
‘em and the only way to control ‘em is you’ve gotta give ‘em a whack every now and then.’
That person is basically saying that that’s what they do to themselves as well. Because the world out there
isn’t out there. It’s all channeled through this lump of gray matter called your brain and the way that you
sort it out and make sense of it and understand why people do what they do is based on your own personal
experiences.
So when you think about Iran or Iraq, and you think that evil is slowly pervading the world, you might want
to take a look inside yourself as well.
I don’t mean for you to take that too seriously and go inside and say ‘If I think this then I’m bad,’ I don’t
mean that at all. I just mean, you might ponder the question tonight, ‘Is the universe a friendly place?’
Again, not safe, not perfect.
I think harmony is perfectly natural but I don’t think it’s naturally perfect. That’s true about all of us.
Health is perfectly natural but we don’t always do the naturally perfect thing.
Nerd 2 back.
So, is your universe a friendly place or not?
The above passage makes me think about this quote…
“I pray thee, O God that I may be beautiful within.”
Socrates
Throughout the majority of my life my inner world has been a pig pen.
Because of this it’s carved a path for me that has allowed me to taste the asphalt and kiss the sky. And still,
my life is a roller coaster and every day, every hour, every minute I need to be reminded of what’s beautiful,
what’s possible, what would serve my highest purpose of being a man of value to myself and those with
whom I have the pleasure of encountering in my life.
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There is something to having a code of conduct, a routine you can check off, preferably with pad and pen,
that’s lets you know you’ve reached toward being the best you could be before you lay down to go to bed at
night.
I’d never really had an inkling of what a ‘Code of Conduct’ was and what it could do to shape your universe
until Tony Robbins introduced me to a man by the name of John Wooden, the man named “Coach of the
Century” by ESPN, through his Power Talk interview series.
Just in case you don’t know about John Wooden, here’s a glimpse of what this man accomplished just while
coaching college basketball at UCLA, University of California, Los Angeles…
During his tenure with the Bruins, Wooden became known as the “Wizard of Westwood” (although he personally hated the nickname) and gained lasting fame with UCLA by winning 664 games in 27 seasons and
10 NCAA titles during his last 12 seasons. Don’t hold me to this but I believe the record was 2 NCAA
Championship wins in a row, this man won 7 in a row from 1967 to 1973. His UCLA teams also had a
record winning streak of 88 games and four perfect 30–0 seasons. They also won 38 straight games in
NCAA Tournaments and a record 98 straight home games at Pauley Pavilion.
Simply LEGENDARY!
And what does John credit his hall of fame performance to? An index card. Here, I’ll let John tell you
about himself as he did in one of his books…
The Gift of a Lifetime
When I graduated (around 1920) from our little three-room grade school in Centerton, Indiana, I got
dressed up in clean overalls for the big event. For my graduation present Dad gave me an old, wrinkled
two-dollar bill that he probably been hanging onto for some time.
He said, “Johnny, as long as you have this you’ll never be broke,” and he was pretty close to right. Eventually I gave it to my own son Jim.
Dad also gave me something that day that would shape my entire life: my work, my marriage, my goals, my
entire philosophy. It was a card on which he had written a few guidelines. I still carry it with me. On one
side was this verse by the Reverend Henry Van Dyke:
Four things a man must learn to do
If he would make his life more true:
To think without confusion clearly,
To love his fellow-man sincerely,
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To act from honest motives purely,
To Trust in God and Heaven securely.
The little verse was straightforward but profound: think clearly, have love in your heart, be honest, and trust
in God.
On the other side of the paper, Dad had written out his creed. At the top of the paper, it said “Seven Things
to Do.” It read as follows:
1.
2.
3.
4.
5.
6.
7.
8.
Be true to yourself.
Help others.
Make each day your masterpiece.
Drink deeply from good books, especially the Bible.
Make friendship a fine art.
Build a shelter against a rainy day.
Pray for guidance and count and give thanks for your blessings every day.
All he said when he gave me the little note he had written was, “Son, try and live up to these things.”
I wish I could say I have lived up to them. I have tried. Over the years, as I’ve attempted to follow his creed,
I’ve gained a deeper understanding of it.
Once again, I ask you, is your universe a friendly place?
If it isn’t, what would have to happen inside of you to make it friendly?
By just focusing on these 7 things daily, this man did the impossible and if you were to ask the 99 year old
John Wooden or Einstein this question, what do you think their answer would be?
Talk to you again soon,
Note Taking Nerd #2
CHA PTE R 1 10
Are You Good Enough To Write Your Own Content?
Are You Good Enough To Write Your Own Content?
Hey you,
It’s #2.
Today I was watching an absolutely engrossing interview with a man by the name of Damon Lindelof and I
just had to share it with you.
It’s a part of the “Write Environment” series hosted by Greg Berman. If you don’t know Damon by name
you’re probably familiar with his work because he & JJ Abrahams are the brains behind the smash hit TV
show “Lost” and the recent blockbuster movie “Star Trek”.
For “Lost” alone, this guy has had to tap out thousands of pages of writing on strict deadlines for over 100
episodes and while doing so had to make sure it wasn’t just “Good is Good Enough” but he was responsible
for making it riveting.
Now this plays right into our discussion we’ve been having about the dire need to make our marketing
entertaining. In a way, each individual episode of a hit T.V. show, up until the finale is great marketing.
The writers give you enough benefit in each episode to come back week after week so you can get your
ultimate payoff at the end of the season and if they’re great, they suck you into buying the whole damn
DVD set for $50 bucks.
Near the end of the interview Greg asks Damon if he ever gets writers block and what words he would give
to aspiring writers. Now even if you don’t see yourself as a writer, what he says may very well be important
to you as a marketer of whatever it is you sell.
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Pay very close attention because no matter what, you’ve gotta communicate with other people if want to sell
your ideas or products. If you’re a lone ranger doing this from home on the internet, you’re challenged
with influencing through the written word.
If you don’t do this through email or web site copy and you’re charged with doing it toe to toe, you still
would be wise to think out what the most compelling thing you could say in a conversation with your ideal
customer that would help them overcome their reluctance toward what you offer.
Maybe you’ve got a foot in each pile.
Whatever the case, it’s important for you to listen to Damon because it can lead to having the biggest possible impact possible in your niche and it will help you avoid being embarrassed beyond measure or scared
shitless to the point that you don’t take action.
Here’s his opinion first on writer’s block…
Greg: Do you ever get writer’s block?
Damon: Of course.
Greg: What to do to overcome it?
Damon: Um, normally I just force myself to write through it. I think most writer’s block comes from not
wanting to write something shitty. And you just basically have to say ‘Well, I’m just going to write something shitty because right now, something shitty is better than nothing at all.’
It’s the pervasive fear that no one’s gonna like what you’re writing or it’s gonna be bad. This is what creates
writer’s block as opposed to ‘I don’t have any ideas.’ I have ideas all the time, it’s just executing those ideas
and making them good, that’s the hard part.
I’ve never had the kind of writer’s block where I sit in front of my computer and say, ‘I just don’t know what
I’m gonna write today.’ If I was feeling that way I’d just go bowling or to see a movie. I mean there’s no
reason to force yourself to write if you’ve got nothing to write.
When you’re actually in the process of writing and you’re afraid of making a bad decision and invariably it
is shitty but once you have something shitty to work off, there’s only room to improve. You know, call it
first draft or what have you, but then invariably in the process of writing something shitty you start figuring
out which direction you want to go in. You made a wrong turn and hit a dead end but now at least you
learned you were supposed to turn right.
So, progress is progress.
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I don’t know about you but for me that was a profound revelation, the whole idea of writer’s block being
rooted in the idea of being scared to write something that stinks up the joint and that this pile of shit is my
way to a great piece of content or sales copy.
The fear of what people will think of me has crashed and burned so many great articles and salesletters of
mine. It was actually one of the major reasons that stopped me all these years from starting up my own site
selling my services.
Here I was, this guy who wowed business professionals, whom I thought shouldn’t be wowed because I was
telling them what was common sense to me and the experts I consulted with, who himself was afraid he
wasn’t enough.
Pitiful.
Maybe you’ve been in the same position before and whether you have or haven’t overcome it, Damon’s
response to Greg’s next question might be just what you need to hear right now…
Greg: Do you have any words for aspiring writers?
Damon: Um, you know what, I wish I had an inspirational answer to that question that was not sort of the
canned, you know, ‘Don’t give up on your dreams… Keep at it, don’t listen to anybody else…’ but I think
the most honest answer to that question is…
If you think you have something to say, if you feel you’re a talented writer, then don’t paint all of your
hopes and dreams and aspirations on other people understanding what you’re writing.
You just have to keep writing and resign yourself to the fact that you might not make millions of dollars
writing but that doesn’t make you any less of a writer.
If it is in your bones to write, then you must continue to write and allow no one to discourage you and
divorce yourself from the fact that your writing is going to be understood by many.
The idea that we make our living as writers and our writing has to be geared towards millions of millions of
people thinking it’s good, I think hampers us from being really, really great writers because really, really
great writers don’t care whether or not millions and millions of people think it’s good. They only have to
think about whether or not they think it’s good.
So, the cheesy answer is actually the most sincere, which is write for yourself. The only thing that matters is
if you think it’s cool and if you think it’s good and if you think it’s something meaningful to you. And if
you give something that you think is great to someone else and they say this isn’t great, that’s not true. It is.
They’re just an idiot.
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I’ve had this happen before.
In the past I’ve had projects I worked on where I turned in multiple drafts for just the lead because the
business owner felt I wasn’t connecting with the audience.
For the life of me I couldn’t see where I was missing. The only reason I’d submitted the copy was because I
believed in it. However, we had a difference in opinion.
I actually told my partner at the time, once I got the feedback that the owner didn’t like the copy that,
“Maybe, I’m not meant to write for other people.”
It felt restrictive to me to have someone clash with what I believed to be right. When I wrote for my business, I never had to get someone else’s approval. My word was the last word and if I failed, I failed in what I
believed in, not what someone else did.
Then, my partner snapped me out of my stupor, reminding me of all the other clients I’d had great success
with and told me this experience was an asset, not a liability.
People aren’t always going to agree with you but when you try to please everyone, you please no one.
Now it might be easy to misinterpret Damon’s advice as “Everything you write is perfect and other people’s
opinions don’t make a difference.”
That’s not what I read into it. What I see as the greatest pitfall is putting more credence into what others
think of your work than you do. People who believe in what they say can make a Nazi Germany possible,
Jim Jones’ The People’s Church possible and on the flip side, Entrepreneurism possible.
I read into Damon’s advice as you’ve got to believe in yourself more than anybody else does and put yourself out there knowing there is no such thing as reality. What, you say, no such thing as reality?”
Yes, I said there is no such thing as reality.
What you have going on in your mind is only a perceptual model of the world. It’s your map of the world.
It’s all made up.
Everyone has a different model of the world based upon how you filter things through your own screens,
through your own belief systems, through your history, through your culture and things like that.
This is why, if you know 5,000 people you have 5,000 reputations. Everyone has their own view of you
which is why it’s so deadly to try to play to everyone else’s taste.
You can’t control everyone’s perception of you. The only thing you have control over is your character.
This is why the story of heroism is so enduring. People aspire to sculpt their character into that of a hero
and of course, some are more successful than others.
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This is why when you heroically put yourself out there and write your own content, whether it’s through
blog posts or articles or emails, it pays to write from your heart and what you believe to be true for you. Just
think about how good you are at sniffing out text book sounding, regurgitated shit from a real genuine conversation.
There’s the principal of “The more personal you think something is, the more universal it is.”
Believe in that and you can take full advantage of writing content for your own niche and your own list.
Don’t believe in it and stay forever trapped in the prison of “Coulda, shouda, woulda…”
Talk soon,
Note Taking Nerd #2
CHA PTE R 1 11
How To Rule Your Brain With an Iron Fist So That You Get The
Results You Want
H
ey You,
It’s #2.
I made a mistake here on the blog the other day that the stud man Tim Birch brought to my attention.
While tinkering with my next post I clicked publish when I meant to click update, saw my mistake, clicked
un-publish and then forgot to click update.
So here’s this post sitting half naked in the wind confusing the hell out of everybody. Good thing it had a
marvelous picture attached so people were entertained. The only reason I’d even posted that part of it was
because of all the pictures I was inserting. On the page where I copy and paste them here from word and
from how it shows up on the site is different, so I was trying to get that right when I clicked the wrong
button.
And yet some good has come from all this mayhem.
Tim made a comment about a book called “Brain Rules - 12 Rules for Surviving and Thriving at Home,
Work, and School”. Well, just so happens I have notes for it and have decided on behalf of Tim to share
them with you in this post. Thank Tim for any value you get from them…
The author of this book, Dr. John Medina, is a developmental molecular biologist and research consultant.
He is an affiliate Professor of Bioengineering at the University of Washington School of Medicine. He is
also the director of the Brain Center for Applied Learning Research at Seattle Pacific University.
BRAIN RULES RUNDOWN
Rule #1: Exercise boosts brain power.
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The human brain evolved under conditions of almost constant motion. From this, one might predict that
the optimal environment for processing information would include motion. That is exactly what one finds.
Indeed, the best business meeting would have everyone walking at about 1.8 miles per hour.
Researchers studied two elderly populations that had led different lifestyles, one sedentary and one active.
Cognitive scores were profoundly influenced. Exercise positively affected executive function, spatial tasks,
reaction times and quantitative skills.
So researchers asked: If the sedentary populations become active, will their cognitive scores go up? Yes, it
turns out, if the exercise is aerobic. In four months, executive functions vastly improve; longer, and memory
scores improve as well.
Exercise improves cognition for two reasons:
•
• Exercise increases oxygen flow into the brain, which reduces brain-bound free radicals. One of the most
interesting findings of the past few decades is that an increase in oxygen is always accompanied by an
uptick in mental sharpness.
•
•
• Exercise acts directly on the molecular machinery of the brain itself. It increases neurons’ creation, survival, and resistance to damage and stress.
•
Rule #2: The human brain evolved, too.
The brain is a survival organ. It is designed to solve problems related to surviving in an unstable outdoor
environment and to do so in nearly constant motion (to keep you alive long enough to pass your genes on).
We were not the strongest on the planet but we developed the strongest brains, the key to our survival.
The strongest brains survive, not the strongest bodies. Our ability to solve problems, learn from mistakes,
and create alliances with other people helps us survive. We took over the world by learning to cooperate
and forming teams with our neighbors.
Our ability to understand each other is our chief survival tool. Relationships helped us survive in the jungle
and are critical to surviving at work and school today.
If someone does not feel safe with a teacher or boss, he or she may not perform as well. If a student feels
misunderstood because the teacher cannot connect with the way the student learns, the student may
become isolated.
There is no greater anti-brain environment than the classroom and cubicle.
Rule #3: Every brain is wired differently.
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What YOU do and learn in life physically changes what your brain looks like – it literally rewires it. We
used to think there were just 7 categories of intelligence. But categories of intelligence may number more
than 7 billion—roughly the population of the world.
No two people have the same brain, not even twins. Every student’s brain, every employee’s brain, every
customer’s brain is wired differently.
You can either accede to it or ignore it. The current system of education ignores it by having grade structures based on age. Businesses such as Amazon are catching on to mass customization (the Amazon homepage and the products you see are tailored to your recent purchases).
Regions of the brain develop at different rates in different people. The brains of school children are just as
unevenly developed as their bodies. Our school system ignores the fact that every brain is wired differently.
We wrongly assume every brain is the same.
Most of us have a “Jennifer Aniston” neuron (a neuron lurking in your head that is stimulated only when
Jennifer Aniston is in the room).
Rule #4: We don’t pay attention to boring things.
What we pay attention to is profoundly influenced by memory. Our previous experience predicts where we
should pay attention. Culture matters too. Whether in school or in business, these differences can greatly
affect how an audience perceives a given presentation.
We pay attention to things like emotions, threats and sex. Regardless of who you are, the brain pays a great
deal of attention to these questions: Can I eat it? Will it eat me? Can I mate with it? Will it mate with me?
Have I seen it before?
The brain is not capable of multi-tasking. We can talk and breathe, but when it comes to higher level tasks,
we just can’t do it.
Driving while talking on a cell phone is like driving drunk. The brain is a sequential processor and large
fractions of a second are consumed every time the brain switches tasks. This is why cell-phone talkers are a
half-second slower to hit the brakes and get in more wrecks.
Workplaces and schools actually encourage this type of multi-tasking. Walk into any office and you’ll see
people sending e-mail, answering their phones, Instant Messaging, and on MySpace—all at the same time.
Research shows your error rate goes up 50% and it takes you twice as long to do things.
When you’re always online you’re always distracted. So the always online organization is the always unproductive organization.
Rule #5: Repeat to remember.
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The human brain can only hold about seven pieces of information for less than 30 seconds! Which means,
your brain can only handle a 7-digit phone number. If you want to extend the 30 seconds to a few minutes
or even an hour or two, you will need to consistently re-expose yourself to the information. Memories are
so volatile that you have to repeat to remember.
Improve your memory by elaborately encoding it during its initial moments. Many of us have trouble
remembering names. If at a party you need help remembering Mary, it helps to repeat internally more
information about her. “Mary is wearing a blue dress and my favorite color is blue.” It may seem counterintuitive at first but study after study shows it improves your memory.
Brain Rules in the classroom…
In partnership with the University of Washington and Seattle Pacific University, Medina tested this Brain
Rule in real classrooms of 3rd graders. They were asked to repeat their multiplication tables in the afternoons. The classrooms in the study did significantly better than the classrooms that did not have the repetition. If brain scientists get together with teachers and do research, we may be able to eliminate need for
homework since learning would take place at school, instead of the home.
Rule #6: Remember to repeat.
It takes years to consolidate a memory. Not minutes, hours, or days but years. What you learn in first grade
is not completely formed until your sophomore year in high school.
Medina’s dream school is one that repeats what was learned, not at home, but during the school day, 90-120
minutes after the initial learning occurred. Our schools are currently designed so that most real learning has
to occur at home.
How do you remember better? Repeated exposure to information / in specifically timed intervals / provides
the most powerful way to fix memory into the brain.
Forgetting allows us to prioritize events. But if you want to remember, remember to repeat.
Rule #7: Sleep well, think well.
When we’re asleep, the brain is not resting at all. It is almost unbelievably active! It’s possible that the
reason we need to sleep is so that we can learn.
Sleep must be important because we spend 1/3 of our lives doing it! Loss of sleep hurts attention, executive
function, working memory, mood, quantitative skills, logical reasoning, and even motor dexterity.
We still don’t know how much we need! It changes with age, gender, pregnancy, puberty, and so much
more.
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Napping is normal. Ever feel tired in the afternoon? That’s because your brain really wants to take a nap.
There’s a battle raging in your head between two armies. Each army is made of legions of brain cells and
bio-chemicals - one desperately trying to keep you awake, the other desperately trying to force you to sleep.
Around 3 p.m., 12 hours after the midpoint of your sleep, all your brain wants to do is nap.
Taking a nap might make you more productive. In one study, a 26-minute nap improved NASA pilots’ performance by 34 percent.
Don’t schedule important meetings at 3 p.m. It just doesn’t make sense.
Rule #8: Stressed brains don’t learn the same way.
You brain is built to deal with stress that lasts about 30 seconds. The brain is not designed for long term
stress when you feel like you have no control. The saber-toothed tiger ate you or you ran away but it was all
over in less than a minute.
If you have a bad boss, the saber-toothed tiger can be at your door for years, and you begin to deregulate. If
you are in a bad marriage, the saber-toothed tiger can be in your bed for years, and the same thing occurs.
You can actually watch the brain shrink.
Stress damages virtually every kind of cognition that exists. It damages memory and executive function.
It can hurt your motor skills. When you are stressed out over a long period of time it disrupts your immune
response. You get sicker more often. It disrupts your ability to sleep. You get depressed.
The emotional stability of the home is the single greatest predictor of academic success. If you want your
kid to get into Harvard, go home and love your spouse.
You have one brain. The same brain you have at home is the same brain you have at work or school. The
stress you are experiencing at home will affect your performance at work, and vice versa.
Rule #9: Stimulate more of the senses.
Our senses work together so it is important to stimulate them! Your head crackles with the perceptions of
the whole world, sight, sound, taste, smell, touch, energetic as a frat party.
Smell is unusually effective at evoking memory. If you’re tested on the details of a movie while the smell of
popcorn is wafted into the air, you’ll remember 10-50% more.
Smell is really important to business. When you walk into Starbucks, the first thing you smell is coffee. They
have done a number of things over the years to make sure that’s the case.
The learning link. Those in multisensory environments always do better than those in uni-sensory environments. They have more recall with better resolution that lasts longer, evident even 20 years later.
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Rule #10: Vision trumps all other senses.
We are incredible at remembering pictures. Hear a piece of information, and three days later you’ll
remember 10% of it. Add a picture and you’ll remember 65%.
Pictures beat text as well, in part because reading is so inefficient for us. Our brain sees words as lots of tiny
pictures, and we have to identify certain features in the letters to be able to read them. That takes time.
Why is vision such a big deal to us? Perhaps because it’s how we’ve always apprehended major threats, food
supplies and reproductive opportunity.
Toss your PowerPoint presentations. It’s text-based (nearly 40 words per slide), with six hierarchical levels
of chapters and subheads—all words. Professionals everywhere need to know about the incredible inefficiency of text-based information and the incredible effects of images. Burn your current PowerPoint presentations and make new ones.
Rule #11: Male and female brains are different.
What’s different? Mental health professionals have known for years about sex-based differences in the type
and severity of psychiatric disorders. Males are more severely afflicted by schizophrenia than females.
By more than 2 to 1, women are more likely to get depressed than men, a figure that shows up just after
puberty and remains stable for the next 50 years. Males exhibit more antisocial behavior. Females have
more anxiety. Most alcoholics and drug addicts are male. Most anorexics are female.
Men and women handle acute stress differently. When researcher Larry Cahill showed them slasher films,
men fired up the amygdale in their brain’s right hemisphere, which is responsible for the gist of an event.
Their left was comparatively silent. Women lit up their left amygdale, the one responsible for details.
Having a team that simultaneously understood the gist and details of a given stressful situation helped us
conquer the world.
Men and women process certain emotions differently. Emotions are useful. They make the brain pay attention. These differences are a product of complex interactions between nature and nurture.
Rule #12: We are powerful and natural explorers.
The desire to explore never leaves us despite the classrooms and cubicles we are stuffed into. Babies are the
model of how we learn—not by passive reaction to the environment but by active testing through observation, hypothesis, experiment, and conclusion. Babies methodically do experiments on objects, for example,
to see what they will do.
Google takes to heart the power of exploration. For 20 percent of their time, employees may go where their
mind asks them to go. The proof is in the bottom line: fully 50 percent of new products, including Gmail
and Google News, came from “20 percent time.”
How To Rule Your Brain With an Iron Fist…
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I know some of these notes are brief but I imagine you get the gist of what the rule meant. If you want even
more details make sure to go find the book, “Brain Rules – 12 Principles for surviving and Thriving at
Work, Home, and School.
Once again thanks Tim for inspiring this post.
Talk soon,
Note Taking Nerd #2
CHA PTE R 1 12
How Ryan Deiss Writes, Produces and Publishes Video
Salesletters and How You Can Do It Too
H
ey you,
It’s #2. It’s been a while but I’m back with notes from one of Ryan Deiss’s newest products on the…
Video Sales Formula
3 Essential Elements
1. Headline– Needs to make a promise and give a reason to keep watching
a. You need to call it a Presentation
2. Video Sales Letter Itself
3. Buy Button
Suggestions…
1. Video Length: 12 to 24 Minutes (approximately a 6 to 12 page Sales Letter)
2. Ditch the Controls on the video player. Something you can leave is to give them the ability to Pause
(they do it by clicking the video).
3. Auto Play – Not Click To Play
Crafting Your Video Sales Letter Offer:
The 12 Part Video Sales Letter Outline (Originated With David Frey)
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1. Attention Grabbing Greeting
2. Identify Problem AND Promise to Solve It
3. Establish Video Scarcity – This message won’t be available for ever
4. Aggravate the Problem – Twist the knife so that it forces them to take action
5. Provide the Solution (Your Product)
6. Present the Features and Benefits of your Product
7. Call To Action #1 (Desire Based CTA)
8. Present Your Credentials (Proof, results, examples, testimonials, etc)
9. Give the Guarantee
10. Call To Action #2 (Logic Based CTA)
11. Give Warnings (Deadline, Scarcity, Guilt)
12. Call To Action #3 (Fear Based CTA)
Step 1: Grab Their Attention
“You’re about to discover the one secret “trigger” that forces your body to shed all the ugly and unwanted
fat that has plagued you all your life.”
Step 2: Identify The Problem
Example: Why You Don’t Have a Big List…
•
• You don’t have a good lead magnet
•
•
• You’re using OLD Squeeze Pages
•
•
• But here’s the biggie… You Only Use Ordinary, Obvious Lead-Capture Methods
•
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Step 3: Establish Video Scarcity
“I’m about to share one of my most closely guarded “Trade Secrets”. I will only have it online for a short
time (and for good reason as you’re about to see) so watch it now while you can…”
Step 4: Aggravate The Problem: using reference for one of his stock market businesses
“To put it another way, your current approach…
…is why you’re wrong more times than you’re right…
…is why you’re still nervous when it comes time to pull the trigger…
…is why you’re not profiting consistently and why you’re still looking for a better trading system…”
Step 5: Provide the Solution
Introducing the Undercover List Building System (Product Image)
Step 6: Features and Benefits
Example: Undercover List Building System…
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
How I get killer lead magnets for free
My no brainer 2 step lead gen process
Info squeezes for under %50
My entire webinar capture process
K.I.S.S. Sandwich and Proof pages
The “Y” method patch selection
My Highest Converting Offers Explained
These are the bullets from Ryan’s video and just make sure that when you state your claims you also insert
“So that…” or “This means…” and you tell them what the feature means to them. “I’m gonna show you
how I get killer lead magnets for free. This means you NEVER have to worry about piling more work on
your plate because I’m gonna show how to get lead magnets other people have already invested time in
producing.”
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If you want a super in-depth education on how to make your bullets sing make sure you read this post…
http://mynotetakingnerd.wordpress.com/2009/09/12/how-to-stack-trust-desire-into-every-claim-youmake-about-what-you-sell/
Step 7: Call To Action #1 (Desire)
This CTA should be simple. You’re trying to grab all of the low hanging fruit here, meaning all the people
who don’t need any more prompting, they’re in heat, ready for action. Ryan has found that orange and
blue combination of button works best for them.
Step 8: Present Credentials (Proof, results, examples, testimonials, etc)
Here’s what happened when I used this system… (proof image – charts-graphs-articles-reviews)
In this part Ryan just totally avoided the idea of what you could say and couldn’t with all the new FTC
bullshit. So, just know the guidelines so you don’t end up being smacked down by big poppa.
If you ask me, I LOVE the idea of being direct here by saying something like, “Hey, statistics prove that
most of your colleagues or people who buy this won’t do ANYTHING with it even though they’re fully
capable of doing so. They WANT to, but in the end they SHOULD ALL OVER THEMSELVES. This
means that while the teeny fraction of people who actually USE this get fabulous results, the majority who
won’t even take it out of the shrink wrap, DON’T. What this really means is that it’s highly probable that if
you’re one of the winners, the bold, enlightened, action-oriented few who lets this program unleash it’s full
potential for greatness in you’re life, that you’ll be extraordinarily proud of yourself for deciding not to be a
loser who just blabs about wanting to be successful but never does what it takes.”
Step 9: Give Guarantees
Example: “Metabolism Makeover Guaranteed”
This has to work no matter your age, genetics or current level of fitness. I’ve fully guaranteed this so as you
can see all the risk is on me. For only $97 I will be taking you by the hand for 4 weeks through the program.
You have another 4 weeks once the initial program is over to decide that you’re happy with the results. So
you have more than enough time to see if the program works for you…
Step 10: Call To Action #2 (Logic)…
“I’ve shown you it works. I’ve shown you the value. I’ve shown you the guarantee. All you need to do now is
order…”
Step 11: Give Warnings
“How will tomorrow be any different than today?”
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“Like always, I’m only releasing 500 Copes of this training, and then it’s going back to the vault”
“Stop fooling yourself…the definition of insanity is doing the same thing and expecting different results”
“Like my daddy used to say, The world needs ditch diggers too, son”
Don’t be timid here. If you have a good product, push it hard. Don’t sell from your heels.
Step 12: Call to Action #3 (Fear)
The Great Debate: Full Sentence vs. Bullet Points
With Full Sentence you’re just reading the words on the screen. This may seem like it’s boring but it works.
Bullets are bit more interesting and you may want to have pictures, etc.
According to Deiss, the ugly, full sentence videos pull better everytime so far in their testing. Why? Maybe
it’s because you’re using multiple modalities
Maybe it’s because it’s hypnotic.
How To Record Your Video Salesletter
Tools You Need…
PowerPoint, Keynote (mac) or Google Slide Deck (within Google Docs).
This is all he used to put this product together and all of his other salesletters. He’s found that the flashy
videos don’t convert as well as the clunky looking ones do.
Camtasia Studio (or Screenflow for Mac)
Now you may or may not be able to afford the $300 investment to buy Camtasia but that shouldn’t stop you
from using it. Why? Because you can go to http://www.techsmith.com/download/camtasiatrial.asp and use
a trial version to record your first video. If your offer and product are even half-way decent one video will
have paid for the software or at least given you 30 days to scrape up the cash.
There’s free open source programs that let you do this but Ryan has found that they pretty much ALL suck.
So, don’t cheap out here, abstain from the strip club for a month and after you hit a home run with your
video salesletter you’ll walk back through the doors with a cup that runneth over, making it easier to spread
the cheer amongst your scantily clad friends.
And no, Ryan or Camtasia can’t take credit for the awesome sales job performed in the paragraph above.
That’s all me baby.
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USB Microphone (or a laptop with a good internal mic)
Ryan was using his MacBook Pro’s internal microphone to record this video and it sounds better than most
tele-seminars I’ve heard. And it was FREE. His experience is that most of the heavy-duty professional
mic’s are over kill.
Just do yourself a favor and cruise over to amazon and look at the mics/headsets there and pay attention to
the reviews and use your best judgment. Worst case scenario, you buy a mic, it’s shit, you return and get
one that works better. Easy.
Another resource is Mike Stewart, the internet audio guy, http://www.internetaudioguy.com/. He sells tons
of stuff and shows you how to use it.
But if money’s tight, he’d rather you put the $400-$500 you might spend with Mike into traffic, get rolling
and if you want to upgrade then, go ahead and do so.
The Rest is Simple…
•
• Are going to use full sentences or and outline?
•
•
• Write your presentation using the 12 steps…
•
•
• Record yourself doing your presentation using your screen capture software…
•
•
• Export your video to flash and YOUR DONE!
•
Recording Tips
•
• Make sure you read through it out loud for timing and to practice WHILE YOU’RE RECORDING. He’s
noticed that there have been times when he nailed it while practicing and saw no point in doing it again.
Try it.
•
•
• Don’t try to record in segments. It sounds like shit if you’re not a pro.
•
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•
• Know how to pause, Camtasia has what’s called a “Hot Key” that allows you a moment to pause quick to
sneeze or hack up some phlegm or get a drink of water.
•
•
• Make sure you have water available but just know that water doesn’t instantly revive your vocal chords
and mouth, especially if you chug. Water needs to be assimilated and disturbed to your skin and tissue
over time so make sure you load up at least an hour or two before recording time.
•
•
• Make sure you turn anything that could make noise, off, while recording. No one wants to hear a
retarded “Pee Wee Herman’s Playhouse” ringtone in the middle of a presentation. Save that for your
me time or for when you’re in court or other municipal buildings.
•
•
• Shut off all your open apps, instant messengers, virus protectors or anything else that auto-updates.
Which means you should know when stuff up-dates so you can plan around it or stop it before it barges
in on your recording. Only thing that should be open is power point and camtasia – shut everything else
down.
•
Module 4: How To Host Your Video Salesletter
Video Hosting Options
Youtube is NOT a good choice to host a video salesletter on because they limit you to 5 minute videos (I
thought it was 10 minutes but he’s way more internet marketing gangster than I am and that’s what came
out of his mouth).
1.
2. Viddler.com more professional than youtube but still has dis-advantages.
1.
2. EZS3.com – This and the third options are the ones Ryan’s company uses the most and the both use
Amazon’s massive servers to host your videos.
1.
2. Easy Video Player
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To use option 2 and 3 you need to get an Amazon S3 account. What Amazon S3 really is super, ultra dirt
cheap video hosting, not free.
There isn’t a good option out there that’s free unless you want to host it on your own server and if you’ve
got gargantuan server capacity like Amazon, knock yourself out. If not, and you run any decent amounts of
traffic to your site, be prepared for it to blow up in your face.
Trying to cut angles on your sales lifeline is retarded. Don’t do it. Just use the professional services listed
here.
In Ryan’s opinion, the cost of hosting video is overwhelmed by the conversion increases he’s noticed by
using video.
Viddler Advantages
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• Very easy to upload and embed.
•
•
• Inexpensive because you don’t need an S3 account
•
Viddler Dis-Advantages
•
• Can’t remove controls.
•
•
• Free accounts stream ads which is HORRIBLE when you’re trying to sell something.
•
•
• If you can’t use the other options and the choice is between text or nothing, use Viddler.
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EZS3 Advantages
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• The have lots of players to choose from, including ones with no controls.
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• Also allows for re-directs after video finishes.
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• No additional installation required.
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EZS3 Dis-Advantages
•
• It’s a monthly service fee but you only pay for the bandwidth that you use. A massive bill means a whole
lotta people watched your salesletter.
•
•
• More complicated than youtube or viddler
•
•
• Requires an S3 account which is kind of a pain in the ass.
•
Easy Video Player Advantages:
•
• Least expensive option here because it’s a one-time payment but watch out for the continuity plan they
try to get you into because you DON’T need it to run this player.
•
•
• The allow you to use re-directs after video is done.
•
•
• Better reporting than the others about stats of your video.
•
•
• Lots of players to choose from including the one without controls.
•
Easy Video Player Dis-Advantages:
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• Script is installed on your server which means work.
•
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• Requires an Amazon S3 account to host videos.
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Ryan favors Easy Video Player as of this recording because of some of the features and likes the idea of
one-time payment.
Architecting Your Page
There is no “one size fits all” solution
Ugly works better for Cold Traffic and also for consumer products because it can give the person watching
the sense that “this site was made by someone just like me”.
If every one of your website looks the same though you can start running into problems.
Which One Of the Sites Below Worked Better?
Both worked in their own right!
Short Form worked better with cold traffic.
Longer Form worked better with warm traffic (customers and current subscribers)
You’ll never know until you test!
Border Vs. No Border
With…
Border-less usually beat borders in the offers they’ve tested.
Sneaky little tricks that might give you an extra little bump in conversions…
The Magically Appearing Buy Button
Checkout www.metabolismmakeover.com…
When you first arrive, you don’t see an order button. This way your visitors don’t think you’re going to sell
them immediately.
This is done with a simple line of javascript. You want to see Ryan’s program because he gives it to you
there.
What about timing on this?
You can adjust it with the seconds input. You want to start showing it after CTA #1.
Some people don’t show it until the very end (Call To Action #3) – In Ryan’s experience, this is not the best
way to do it. At Step 7 has always worked best.
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Trick #2
Show the print sales letter on exit. Truth about abs.com is a site that you might land on the test page that’s
running this. They get an exit pop and if they click cancel, it sends them here:
You can offer them an opt in bribe here or you can offer a discount.
Trick #3: Dead Time Redirect
S3 Goes to a black screen by default (you can set it up to use an image and you should).
This idea came from the Post Office. If you don’t do anything on this page:
He starts talking and prodding you to fill it out.
Options:
After 1-2 minutes…
Redirect them to an even sweeter deal (trial, discount, payments)…
Redirect them to Opt In…
Redirect over to print version of Sales Letter…
Poke them like the Post Office guy does.
There you have it. If you had questions about how to structure a video salesletter, now you have a lot less or
none. This has been fun but I’m running like 12 pages of a word doc here so I have to say goodbye and
happy selling.
Talk soon,
Note Taking Nerd #2
CHA PTE R 1 13
Dan Kennedy’s Path To Zero Drama Relationships With Your
Consultant, Copywriter or Clients…
H
ey You,
It’s #2.
Have you ever hired or thought about hiring a consultant or copywriter before OR… are you a consultant
or copywriter? If so, the gift I’m sharing with you today could very well transform every single one of your
relationships into a Marketer’s Wet Dream.
We’re talking about the path to Zero Drama Relationships With Clients Or Consultants or Copywriters.
Back in 2005, I found this gem… “Dan Kennedy’s “Insider’s Guide to the Nuts and Bolts of Running a
SUCCESSFUL Copywriting Business” with Lorrie Morgan-Ferrero and I’m grateful forever for having
found it. It has led to boo-koo buck lining my pockets. This wasn’t some “Free” promo call. If I
remember right the price tag was around $600.00 or something like that.
Only through listening to it again, was my memory jogged when Dan mentioned how the “$600.00 discount” on the “Coaching & Consulting Bootcamp” he was pitching ALMOST offset the cost of being on the
two calls.
Now, I have no clue of how someone could buy this today. I’m sure if you googled your ass off you could
find it somewhere or… it might only take an email to Lorrie to ask her if you can pay her for it but what I
do know is that it’s rare and valuable.
What I’m sharing is just a teeny weeny part of this interview yet what I’m sharing is also one of the most
crucial pieces of advice that Dan laid out and he called it…
8 Criteria I Consider Before Accepting a Client
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There are 8 basic criteria points when you think about who you are going to get as a client and how you are
going to find them. We’ll go through the ‘who’ first. The first one has to do with…
1.
2. S ufficient Opportunity
By that I mean getting the client is real work—it is the most difficult part of the business for most people.
Since it is, remember that it doesn’t take a great deal more work, if any more work, to get and develop one
with a lot of potential vs. getting one with very little potential.
All the things we talked about, the ability to expand the scope of the work that you are going to do with a
client, the ability to work with them continuously, or at least sequentially—one project after another—you
have to keep that in mind as you begin to search for and attract clients.
2. The Ability to Spend.
There are a handful of things that have real impact on that—first is transaction size.
What is their average transaction size worth? For example, a cosmetic or implant dentist has a transaction
size 3-4 times bigger than a general dentist. If you position yourself as a marketer and copywriter to the
dental profession, it is better to home in on implant and cosmetic dentistry than general dentists.
The size of each of their transactions allows them to spend more to get a patient and therefore allows them
to spend more on the copy—ads, sales letters, and other materials. The same thing fundamentally exists in
every industry.
If you held a gun to my head and said that I have to work with restaurant owners, I would rather write copy
for Morton’s than Sizzler. Their average ticket for a party of 4 is going to be over $100, the average ticket at
Sizzler is probably going to be around $30—so Morton’s can spend more to get the customer.
The second issue—I have a client that owns a large commercial lending institution in California that writes
loans for apartment complexes and shopping centers and those sorts of things—in the small size range,
meaning a million to ten million dollar deals—he is about to license his systems to brokers all across the
country so we are getting into 2 businesses, not one.
In one, the commercial mortgage side, his average net commission is $15,000, if you compare that to a residential broker who might write the loan for your next house, their commission will be about $4000, so I got
more than a 300% difference in the value of the commercial guy’s transaction vs. the residential guy’s transaction.
That means he can spend a lot more to get a customer— that means he can spend more with me and I have
more liberty on the things that I get him to do.
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Profit margins are another factor that affects their ability to spend. For example, people in my industry
—information products, seminars, conferences, boot camps, coaching programs—we have very high profit
margins and very low cost.
If you take someone who manufactures industrial tarps for trucks, they have a very low gross margin, they
are working on 20%, and we’re working on 500%.
Another factor is Total Customer Value. Overall, what is it worth to them to get or keep a customer? That
has an impact on what they will spend.
And last is their resources. How successful are they? It is far better to deal with a successful to work with a
successful client than one that is in dire circumstances and looking at you as some sort of a life raft. That is
in the category or charity and evangelical missionary work. If you want to engage in that at least apply for
non-profit status as a church.
3. Evidence of their willingness to spend money.
If I was in the business of seducing virgins that could be a real uphill battle.
I am looking to see if these are clients that are already investing in advertising and marketing. Are they
already using multiple media or are they lazily only using one media? Are they running big ads, or small
ads? Are they local or national?
Another good indication and evidence of their willingness to spend money is what they are spending on
their own education. The worst client is a really dumb entrepreneur who never reads a book, never listens to a tape, and never goes to a seminar.
That is telegraphing to you an attitude on his part about paying for expertise advice and information. I look
for evidence that the client is willing to spend money.
4. Internal or External Pressures to Spend Or to Improve the Business.
Year in and year out, at least half of the clients that I end up working with are driven to action and therefore
driven to spend money with me by pressures occurring in their industry or in their marketplace, in their
competitive environment that forces them to do so.
I’m certain that almost nobody wakes up in the morning of their own initiative, and is eager to go out and
spend their money to get consultants and copywriters and eager to spend their money.
I think most, if they have an adequate business, have their bills paid—most of them would assume go to
sleep on all of this. The pressures that push them to do the opposite, for example, would be commoditization.
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I have a client that is spending a great deal of money with me out of extreme pressure in his industry, his
margins are being erased, his prices are being suppressed, he is being put in competitive positions that he
was not put in 4-5 years ago because of this commoditization in his business.
He is now pressed to spend money to cure and reinvent what he is doing. I have new client in the trade
show industry, they are under enormous pressure there— attendance is declining, their ability to get exhibitors is declining with attendance, and everything from rising gas prices, less air flights, all sorts of factors are
new pressures in their industry—they are reaching a boiling point and I am motivating them to change and
improve their business, spend more money marketing to their existing base as well as to new clients.
5. Because I like to shoot fish in a barrel — I look for clients where there are obvious and evident opportunities that have an impact and improve their business.
This loops around to what particular idea or project in their mind they’re bringing them to me. What’s
important is what I am going to put into their mind, what I see as possible for their business.
So, the idea is that they’re doing well enough to pay me and there’s an enormous amount on the table to
buy all of the things that they aren’t doing that either they have been negligent about or don’t know about
but are very obvious to me.
Or, what are they doing so badly, that you can easily improve it.
I had a client 22 years ago, I call them my ideal mail order client because their customers are so rabid that
they get pretty good results with bad marketing. They’re a company that many people on the call probably
wouldn’t know so I won’t use it—they have about a million customers.
They’re a mail order company and the copy is horrid, their marketing is terrible and yet they get pretty
good results. What that says to me is imagine what happens when you use good marketing on those same
customers. I am excited about getting them because it is clear to me that without breaking a sweat, I am
going to generate some phenomenal results.
6. Direct Response Appropriateness
Not all businesses lend themselves with equal adaptability to direct marketing into direct response advertising.
For example, manufacturers of products that are sold through retail distribution sit on shelves and generally
don’t lend themselves too well to direct response marketing. That type of manufacturer is not an ideal
client.
Mail order and all of the new promulgations of mail order, online marketers, people who are doing direct
mail to market, these companies are attractive as clients. What most people don’t know is that they are scattered all over the country.
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There are well over 20,000 catalog companies alone and they aren’t all in LA or Chicago—in every place I
have ever lived, there have been a number of them scrolled away there. I live in a suburb of Cleveland and
Vitamax, a very old marketer for food processors who sell all of their product through direct mail, is in
Cleveland.
Just about every place somebody is—right under their nose, there are catalog companies and mail order
companies. They have lots of opportunities—beat the control opportunities, company relying on catalogs
and not doing several mailings, a solo mailer who is not doing any catalogs, companies that are only off line
and haven’t gone online and vice versa, one’s that don’t have any continuity, these are all companies that I
know I can bring something to the table to.
A direct appropriate direct response company is one that needs to generate leads for its sales people.
Insurance, financial services, real estate, mortgage, boats, planes, those kinds of businesses are in the lead
business—that lend themselves to direct response copy.
Companies that are over dependent on manual labor. Over the years quite a number of my clients have
been companies that are overly dependent on telemarketing. For example, recently with the do not call list,
several industries including the mortgage industry, were thrown into trauma.
The vast majority of people in those industries were 70-90% were reliant on cold call prospecting to generate leads and it has been fundamentally taken away from them.
So there you have pressure on an industry and you have the type of client that we can help.
I mentioned this tarp company, this goes quite far back in my copywriting career, but I did a bunch of stuff
for an industrial tarp company that sold tarps for highway trucks and took them from 8 inside telephone
sales people making endless outbound calls to 2 inside sales people only taking inbound calls.
So we switched the manual labor out for direct mail. That is something I have done over and over again.
A final thing about direct response appropriateness is that ideally you want a client where there are comparables—not necessarily competitors, using our kind of marketing. Using copy intensive advertising in marketing so that you aren’t experimenting or blazing new ground, you have models to show the client and you
have some models to follow.
If you’re a high priced item—for example, some years ago I wrote copy for a company that sells this whiz
bang coffee brewing thing that is gold plated and it’s based on a design the coffee brewing company used
modeled after one that the King of Bavaria used, it sells for $6995 for this thing you have in your dining
room to show off to people when you make coffee when people came over for dinner.
There is no competitor, there is no other company—they’re it. So convincing them to
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do direct mail and figuring out how to do direct mail for them, I wanted to look for comparables so now
you are talking about who is selling a incredibly high priced item to people with more money than brains—
based on ego—by direct mail. If there are some, now this is a good client and it’s a client for which you can
do good work.
7. Type of client
Here you get into your own preferences as well as practicalities.
For example, there is a big difference in dealing with a corporate client where their decisions are made by
committee vs. dealing with the individual entrepreneur where you are interacting with one decision maker.
Over the years I have had some big corporate clients but I generally try to avoid them. I try to discourage
them from hiring me and I tend to add to the estimate the amount of time it is going to take to do the work
because when you have a committee involved in making decisions, they are a bigger pain in the butt.
On the other hand, they can sometimes write huge checks, which, to the entrepreneur, it is a large sum of
money, to some big dumb company, that will spend a half million dollars to produce a 60 second TV commercial, the amount of money we ask them for can appear trivial.
So there are pros and cons to both and you have to decide which you are better suited for—in my case, by
temperament, I am not too well suited for the corporate environment.
Another type of client factor is actually how marketing savvy and how direct marketing savvy they are.
This surprises a lot of people that I talk to because not only are people who at least understand what we are
doing—so you aren’t having the long copy vs. short copy debates, and you aren’t teaching marketing 101 in
order to do your work.
My best clients are ones who can actually write their own copy—They may not be as good as I am but they
are good enough to get the job done.
Some may actually be better than most copywriters, they choose to hire me just because I can do something
they can’t—in this case it is not true—but because I can do it incrementally better, because I will get it done
and they may not get it done if left to their own devices, and because other elements of their business where
they invest their time are very valuable and so my demands for compensation are comparable to their own
time.
So I really like having clients who are actually good copywriters—they are useful, they help with the
process and provide better raw material, their input is more trustworthy.
A lot of businesses in the industry in which I work, these companies are going to grind out so much stuff.
There is no way they can actually afford to pay you or me to do all of it. So they are going to pay us to do
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major stuff and they will still have to do a lot of the day to day stuff themselves or with rank and file
employees who at best are journeymen copywriters.
They need to learn and want to learn. Any one of the clients in the room, including the one you came with,
who pay to be in a seminar about writing sales letters, we know John writes quite a bit of copy of his own
but also hires you to write copy.
Any one of those clients in that room would be great clients for a good copywriter because you are not
dealing with long copy short copy, why is it in an envelope, etc. all of that is out of the way.
You are now dealing with at smart dog and I would rather work with a smart dog than a dumb dog. I like
clients who could, if pressed, do the job themselves but instead choose me to do it for them.
Another thing about type of client is that you need a client whose time is very valuable, who has a lot
going on, and is busy.
A busy client is less likely to need babysitting by you. He is no more eager to talk to you 4 times a day than
you are to talk to him 4 times a day. Whereas the client without a lot going on, the sales letter that you are
working on may be the biggest thing in his life—the TV show that you putting together for him may be the
biggest thing in his life and it is not the biggest thing in your life—it damn sure isn’t the biggest thing in
mine, but he wants it to be.
The client who is extremely valuable and has a lot going on all he wants is the job done. He wants the
marketing ready to go, he wants the deadlines met, he doesn’t need his hand held and talked to, calling
you at all hours with goofy ideas—he has better things to do.
Another issue about type of client is, are they manageable?
A real tip out of the gate, I used to go to lunch with clients—which I don’t anymore for the most part—I
used to always make sure they picked up the check which is kind of contrary to what you think you would
do, because I wanted to see how they tipped.
If they are cheap with the waitress, they are cheap with everybody.
It’s a warning bell—it’s someone you really don’t want around. If they come out of the gate trying to negotiate everything with you—there is one guy I’ve worked with for 20 years and he is the exception to the rule
—he is a compulsive big negotiator because of the business he is in.
He cannot stand to do anything without a negotiation, it’s a psychological addiction on his part so I overlook it. But for the most part, anyone who needs to get into negotiations with me right out of the gate—if
we change this would this reduce this, would you take a bigger back end and less fee, can we bust this up
into 5 parts instead of 3?
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As soon as I hear that kind of stuff, I extricate myself as soon as possible and run. It indicates that they are
not going to be a very manageable client.
The last thing I would mention is their reputation.
Here is sort of a litmus test that I have taught in the renegade millionaire system for entrepreneurs but this
one is universally applicable. If someone can’t provide 3 or 4 people that they have done a deal with, who
would say that they would cheerfully do another deal with if given the chance, you aren’t going to be the
first to get lucky.
If somebody has nothing good to say about anybody who has previously done work for them, you are
not going to be the first person that they love.
Six months from now they will be telling everybody they know what an idiot you are too.
Their reputation which they express by what they say about themselves and others, and what you may know
about them in the industry that they are in or what you are able to find out is important.
I got rid of a client about 2 years ago in the first month, it became apparent that every conversation we had
he wanted to tell me about some previous well known consultant or copywriter who he had given a lot of
money to that had bitterly disappointed him and failed.
It didn’t take but a few of these conversations for me to realize that soon I would be on that list—better
sooner than later. So he got discharged.
8. Niches
This is a criteria factor for people to decide on their own but generally I prefer working in a market niche, a
client that is niched to a market because it is really fertile ground for a client to do message to market match
—or a client who can be market niched.
Some copywriters like to media niche, there are copywriters who only do magalogs or only do full page ads,
or only do TV scripts and they may media niche which is ok if you are extremely adept at something than
that is warranted.
It’s also wise to realize that there are niches within niches within niches again it is used by a dentistry
example; there are over a dozen different kinds of dentists. There is a very successful copywriter who only
writes copy for ads—mail pieces, DVDs and so forth for implant dentists—he makes about a half a million
doing it.
He deliberately gets a different dentist in every market in the country and writes fundamentally the same
copy for all of them and is very successful. Generally speaking, I would rather have a client who is niched or
could be niched. So those are the 8 criteria that I would encourage people to consider as they go out in
search of clients.
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The 3 things that have been added that I consider now that I hadn’t before:
One is learning curve. I try to avoid situations where I have to learn a business from scratch—if you
showed up on my doorstep with a big bag of money and wanted to hire me to write copy to sell bird seed to
people who want to get a lot of birds to come to their backyard, I would probably pass.
I look for ease and speed.
Another thing that has become more important to me late than early is regulatory environments where
you have a lot of compliance issues that add time and difficulty to a project.
Financial services for example, I still have a couple of clients in that industry but I don’t seek them out
where at one time I sought them because you are always going to be dealing with a compliance department
and a couple of attorneys who want to rewrite your copy.
Weight loss is also regulatory sensitive.
The third thing that is linked to that is risk.
Copywriters have liability and you can only protect yourself so much in contracts and then you have to
understand that you are at risk so there are clients that I would do work for 10 years ago and today, I
wouldn’t—mostly because they press the envelope so far into the gray area in which they operate.
Like a weight loss company or a business opportunity company—I work in both industries but there are
clients that I did work for in those industries that today I politely decline.
Every so often they are going to be dealing with the FTC or the FDA or both, the FCC or 20 attorney generals and I would rather not explain to someone why I would be exempt.
————————————————————————————————————————————————————
Now whether you’re a business owner looking to hire a consultant/copywriter or you’re copywriter/consultant roaming the plains for bidniz… what Dan just talked about is a God-Damn, Jenna-wine list that will
SAVE YOU A SHIT LOAD OF GRIEF. Fail to use this at your own risk. With that being said, you should
just go ahead right now and copy & paste this and save it somewhere special.
Talk soon,
Note Taking Nerd #2
P.S. Stop judging me for being in a good ole’ down South mood and spelling/pronouncing Genuine as
Jenna-wine.
CHA PTE R 1 14
BEWARE: What You Focus On Expands Faster Than a Horny Dog’s
Lipstick
H
ey You,
It’s #2.
This might sound stupid, but oh well, here goes…
…I don’t watch, listen to or read the news, at all.
As a matter of fact, I pay closer attention to the juicy gossip spread by People magazine than I do USA
Today. And guess what? I don’t feel like I’m uniformed, in the dark or out of the loop. Instead I feel the
opposite, EMPOWERED.
There is no part of me that feels I’m inferior because I don’t know what “The Puppets” in the press and
government (or the U.N./New World Order) want me to know is “Supposedly” happening in Washington
D.C., England, Japan, Africa or Europe.
What would make me feel like a loser was if I spent more time focused on that propaganda/opinion/theory
than I did learning about what I could do to be more valuable to myself & to the people with whom I have the
pleasure of interacting with, perhaps even influencing and transforming their life for the better. Time well
spent for me is focused on aspects of my life I can control — My ability to listen & communicate with intelligence, humor and compassion… The questions I ask myself on a minute by minute basis that allow me to
put out a loving and kind vibe… and tools & techniques & examples of how normal people like you and I
are bringing home some REAL FUCKIN’ MONEY despite the fact of us being in an economy that’s reminiscent of the Great Depression.
And I’ve gotta tell you, just focusing on those three things is a FULL TIME JOB!!!
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News? Shiiiiit! I don’t have time for that, not if I want to get ahead. Focusing on what ‘s possible and right
with the world takes time, work and sacrifice. So does focusing on what’s wrong. The only difference is
that when you focus on what’s right, what you can do to improve your situation and opportunities for you
to grow and contribute, you don’t end up feeling like a battered, hopeless, raped by the system victim,
which in my mind is a dreadful existence NOT worth living. Not, when the life enhancing choice is right in
front of your face batting it’s pretty eyes at you, begging for you to grasp it in your arms and take it behind
the junior high and get it pregnant.
For those of you unfamiliar with the comedian, Tracy Morgan, one of the stars on Tina Fey’s show, 30
Rock, the zinger on the end of that last sentence might be lost on you. No problem, I’ll fill you in. In some
phase of Tracy’s career whenever he saw something he liked, person,place or thing, he’d say, “I want to take
you behind the junior high and get you pregnant.” I think it’s HUH-larious and it popped in my head here
so I used it.
The Gift That Keeps On Giving
This past Christmas, I received one of my favorite gifts of ALL TIME.
This holiday season brought in a great stash, and two of the presents that really stick out in my mind was,
Number 1: a Bose Multimedia Sound System and Number 2: the book “All I Really Need To Know I
Learned In Kindergarten” by Robert Fulgham.
As weird as it may sound to die hard Bose fans, which of, I am one, my favorite gift was Robert’s book. Yet
I didn’t realize the book was my favorite gift until I was sitting on the can reading it a couple of days ago
and rolled into the small chapter I’m sharing with you here today.
My mom, technically, my step-mom, the only mom I’ve got left on the planet, gave me this book. It’s her
original that she bought back in the 80’s complete with yellowed pages and her name written in ink on the
inside cover. For two months I’d put off even opening the book and just let it sit on the stack of others
adorning my counter/bookshelf in the bathroom.
A couple of weeks ago I finally relented and opened it up and I’m forever grateful for having done so.
Robert Fulgham’s writing style speaks my kind of fun, loose and enlightening language. Common sense
lessons in common language. If you’ve yet to give this book a chance, read this teeny chapter below and
decide for yourself whether you’d like to…
“GOOD FRIENDS FINALLY PUT THEIR RESOURCES together and made themselves a child. Me, I’m
the godfather in the deal. I take my job seriously.
So far I’ve introduced the kid to the good things in life—chocolate, beer, cigars, Beethoven, and dirty jokes.
I don’t think he cares much for Beethoven. But he’s only a year and a half old, and he’ll get tired of chocolate, beer, cigars and dirty jokes. I haven’t told him about sex yet, but he’s got some ideas of his own
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already. I won’t go into details here, but if you’ve ever had a little kid or have been a little kid, then you
know what I mean.
Also, I’ve introduced him to crayons. Bought the Crayola beginner set—the short, fat, thick ones with
training wheels. Every few weeks I would put one in his hand and show him how to make a mark with it.
Mostly he just held it and stared at me. He had a cigar in his other hand and couldn’t tell the difference
between it and the Crayola. Then we went through the orifice-stuffing phase, where the Crayola went in his
mouth and ears and nose. Finally, last week, I held his hand and made a big red mark with the Crayola on a
sheet of newsprint. And WHAM! He got the picture. A light bulb went off in a new room in his head. And
he did it again on his own. Now, reports his mother, with a mixture of pleasure and pain, there is no stopping him.
Crayolas plus imagination (the ability to create images)—these make for happiness if you’re a child.
Amazing things, Crayolas. Some petroleum-based wax, some dye, a little binder—not much to them. Until
you add the imagination. The Binney Company in Pennsylvania makes about two billion of these oleaginous sticks of pleasure every year and exports them to every country in the United Nations. Crayola’s are
one of the few things the human race has in common. That green-and-yellow box hasn’t changed since
1937. In fact, the only change has been to rename the “flesh” color “peach.” That’s a sign of progress.
The way I know about “flesh” and “peach” is that, when I bought my godson his trainer set, I indulged
myself. Bought my very own set of sixty-four. In the big four-section box with the sharpener built right in.
Never had my own set before. Seems like I was always too young or too old to have one. While I was at it, I
bought several sets. Got one for the kid’s mother and father and explained it was theirs, not his.
What I notice is that every adult or child I give a new set of Crayolas to goes a little funny. The kids smile,
get a glazed look on their faces, pour the crayons out, and just look at them for a while. Then they go to
work on the nearest flat surface and will draw anything you ask, just name it. The adults always get the most
wonderful kind of sheepish smile on their faces—a mixture of delight and nostalgia and silliness. And they
immediately start telling you about all their experiences with Crayolas. Their first box, using every color,
breaking them, trying to get them in the box in order again, trying to use them in a bundle, putting them on
hot things to see them melt, shaving them on waxed paper and ironing them into stained glass windows,
eating them, and on and on. If you want an interesting party sometime, combine cocktails and a fresh box
of Crayolas for everybody.
When you think about it, for sheer bulk there’s more art done with Crayolas than with anything else. There
must be billions of sheets of paper in every country in the world, in billions of boxes and closets and attics
and cupboards, covered with billions of pictures in crayon. The imagination of the human race poured out
like a river. Ronald Reagan and Mikhail Gorbachev used crayons, I bet. So did Fidel and the emperor Japan
and Rajiv Gandhi and Mrs. Thatcher and Mr. Mubarak and maybe even the Ayatollah. And just about
everybody else you care to name.
Maybe we should develop a Crayola bomb as our next secret weapon. A happiness weapon. A Beauty
Bomb. And every time a crisis developed, we would launch one. It would explode high in the air—explode
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softly—and send thousands, millions, of little parachutes into the air. Floating down to earth—boxes of
Crayolas. And we wouldn’t go cheap, either—not little boxes of eight. Boxes of sixty-four, with the sharpener built right in. With silver and gold and copper, magenta and peach and lime, amber and umber and all
the rest. And people would smile and get a little funny look on their faces and cover the world with imagination.
Guess that sounds absurd, doesn’t it? A bit dumb. Crazy and silly and weird. But I was reading in the paper
today how much money the Russians and our congress just set aside for weapons. And I think about what
those weapons will do. And I’m not confused about what’s weird and silly and crazy and absurd. And I’m
not confused about the lack of, the need for, imagination in high or low places. Pass the crayons, please.
————————————————————————————————————————————————————
So, what’d you think?
Like I said, this book “All I Need To Know I Learned In Kindergarten” speaks my kind of language. A kind
of language that focuses on what’s right instead of what’s wrong, what’s possible, not impossible and how
not to take yourself too seriously.
A life spent expanding your focus in these areas is a life well spent.
Have fun making great things happen in your life!!!
Talk Soon,
Note Taking Nerd #2
CHA PTE R 1 15
Hitler Wants To Share His Message With YOU?
H
ey You,
It’s #2.
No ya’ll, I’m not speaking from under a Ku Klux Klan hoodie.
I only bust out the KKK hood I bought on eBay when I go to Wal-Mart on busy Friday nights (paycheck
splurging time). When I do this I always make sure to sport a half-shirt, baggy basketball shorts, and flip
flops and no… not a half shirt in that it ends at my nipples but a half shirt in that it doesn’t have any sleeves.
I do this so that everyone can see my carmel skin and the pelt of black hair layered down my arms, my legs
and my toes Yep, I’ve been blessed with bush on my piggies.
Every great once in a while I strike gold and encounter a brain dead moron with zero sense of humor who
doesn’t get the irony of a person who’s clearly NOT white, with a cart FULL OF TORTILLAS, and
MAGNUM CONDOMS. They absolutely make my day by asking me a retarded question like… “How do
live with yourself“SUPPORTING” the KKK?”
I always respond the same way: In a high, gay sounding voice I say “Um, have you like… found Hitler yet?”
and I end it with a Queer Eye For The Straight guy hand gesture.
Or… I drop into a Barry White tone and roll with “Lemme axe you question. Has yo ass found Hitler yet?
Everybody around usually laughs except for that person who immediately gets shamed into storming away
in a huff. Sometimes I get the feeling these nut-balls aren’t actually disturbed by the false belief that I’m
“endorsing” racism… but that they’re secretly disgusted that I’m desecrating their precious fraternity’s uniform.
And then the dream ends & I wake up. Crazy, huh?
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“You need to have a book on Hitler and a book on Gandhi so you can see how low someone can go as
well as how high.”
- Jim Rohn This week I was introduced to a site called http://www.saltydroid.info.
Salty Droid has unique positioning. Salty is known for wearing x-ray glasses that allow him to avoid getting
dizzily deluded by sales presentations and see the flip side of ALL the major gurus marketing strategies.
When you see this guy verbally rip the asshole out of Dan Kennedy, Frank Kern, Andy Jenkins, etc. you
might just be like me and say “HO…LY SHIT!?!”
You Can Taste The Hate
This avenger goes balls to wall in slamming ANYONE and ANY strategy he perceives to be deceiving the
public.
And you might think this is some teeny minority site that has no presence. Think again. As of this post
Salty Droid has a 21,242 ranking on Alexa.
For those of you who aren’t familiar with Alexa ratings, it’s an Amazon.com owned website that tracks the
popularity of domain names. It’s safe to believe that there are at least 20 million websites in existence. In
this huge of a universe a 21,242 ranking is AMAZING.
What contributes to that is his rabid fan base. When you go to the site you see 50-150 comments PER
POST. Well, if the fact is true that only like, 2% of your visitors will actually leave a comment on your blog,
this means he’s getting MASSIVE traffic.
The only way I even found out about Salty was that he wrote a quick 20 word blurb about our site with a
link to it in his daily wailing list. When I noticed the traffic spike I sourced it back to him and was exposed
to what some might call the…
HITLER TO THE A-LIST INFO-MARKETER: A.K.A. - The Info-preneur Hunter
When you hear this guy tear apart the marketing ploys of the top gurus, you may get the idea he’s out for
blood, that he’s a hater out to exterminate your favorite mentors. THE “CHOSEN ONES” (GURUS) HE
ATTACKS may well feel like they’re being persecuted for no good reason at all OR… just because they’re
REALLY, REALLY, good at bringing home the bacon. Here’s what he said about Frank Kern today…
————————————————————————————————————————————————————
“Frank and I have had our differences in the past. Like maybe I said he was a shit eating exploiter :: that he
was worth less than dirt :: that the hair and the drawl couldn’t hide the parasitism in his eyes :: that he and
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his circle jerking co-conspirators had caused a staggering {fucking criminal} amount of harm :: and that he
should be brought swiftly to the kick-in-the-nuts justice he so richly deserves. But whatevs :: water under
the decaying bridge.”
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SEE WHAT I MEAN? Anyone who’s passionately in love with Frank would cringe at reading anything like
this. They’d go Red Alert and start either defending him or tattle tale to daddy Kern on Salty. But check
out how he continues…
—————————————————————————————————————————————————————
“Frank is obviously a genius marketer :: credit where credit is due. I used to think that success in this
industry was all about getting into The Syndicate :: where prices and social value could be fixed without
reference to reality. But I see now that I was wrong. It’s obviously all about whatever Frank teaches in his
new digital-only wonder product List Control. Frank is the #1 guy at list building :: which is why I have
decided :: somewhat reluctantly :: to support this product.
I’m sure many of you sissies are going to be disappointed that I’ve decided to be an affiliate for List Control. But hey :: fuck you! I’ve got to get paid too. You think it’s easy being such a totally dope Droid? Well
it’s not. This product is $2,000!! Which is a hell of deal if you are ready to make an investment in your
future :: or even if you just want to have a better life where everything isn’t so scary and shitty :: or whatever. But more importantly :: I’ve used my market power to negotiate a higher affiliate commission on my
sales than you average shoe shiners can get. I’m getting 50% per sale :: and you can bet your sweet naive ass
that I’ll be collecting every fucking cent of that. Cause :: in case you hadn’t noticed :: I’m a scary scary
BadAss.
So BUY BUY BUY List Control. It’s the best blah blah blah. And you know it! Frank is the top blah blah in
marketing :: and you NEED to be in on this if you want to blah blah blah. I’m mean seriously :: you’ve got
to be crazy to miss this. And Frank’s doing something he’s never done before which has the whole Internet
Marketing community crying :: “Blah blah blah” :: He’s holding a special THREE DAY blah blah blah. All
the top blah blah and etc. etc. Anywayz :: fuck you :: it doesn’t matter because you know you’re going to
buy it anyway … so you might as well …
BUY IT WITH MY FUCKING LINK
… and then you’ll be supporting justice. Sure it’s slightly less virgin white justice now :: but it’s still justice.
Tainted justice is the best we can do anyway :: GROW UP!!”
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From what little I’ve seen on this site, no one else has gotten a quasi-pass like this. Especially if in his eyes
they’re blatantly pulling some sneaky shit.
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In my opinion in a buyer beware market, it’s good to pay attention to the Salty’s AND to the Guru’s. Sometimes in the midst of heated romance we do stupid shit like have sex with a female clown in full dress that
we just barely met, without using a condom on a mattress infested with bed bugs or… sign up for an infoproduct we really don’t need or.. that ends up not being all it’s cracked up to be.
Hearing polar opposite sides of a story helps you make the most informed decision. If Salty’s opinion above
has been of any interest to you, go see his site and the rest of this post and the bonus he gives ON THIS
PAGE at http://saltydroid.info/frank-kern-list-contol-bonus/.
Talk soon,
Note Taking Nerd #2
CHA PTE R 1 16
The Definitive Guide To The Games People Attempt To Play On
You
Hey you,
It’s #2.
Today I wanted to continue our conversation we started the other day about the “Info-Preneur Hunter” and
the value of having varied perspectives before making important decisions about people trying to convince
you of anything.
In the U.S.A. for someone to be convicted of a crime by a jury of their peers, the person accused is invited to
provide the jury with ALL the facts & evidence available and the same goes for the person making accusations. Both sides make their argument to the best of their ability and then and only then is a jury asked to
decide whether the defendant is guilty or not.
The system is far from perfect. Sometimes bad guys get away with murder and sometimes the wrong person
ends up going to jail. But the premise of the system, I believe, is sound… “You hear both sides of the story,
then and only then, is a decision to be made.”
Moment to moment in life you don’t get the chance to have long drawn out court trials that allow you
to have all the facts presented to you. Some shit you need to decide on in the blink of an eye using your
intuition. The direction your life takes is 100% dependent on how you respond to what shows up and if
you don’t have access to key tools/distinctions, you will pay a price you may not want to.
And I’ve got good news…
…People that have come before us have made pretty much every mistake imaginable and have done a helluva lot of stuff right and we can learn directly from them and save ourselves tons of regret, grief and physical pain.
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Which leads me to my declaration:
AS OF TODAY, I CONSIDER ROBERT GREENE’S “THE 48 LAWS OF POWER” THE MOST IMPORTANT BOOK ANYONE COULD EVER GET THEIR HANDS ON!!!
Here’s 3 reasons why this book, NOT the religious text I was raised to believe was number one, is at the top
of my list…
•
• Not everyone you encounter is religious or moral. As a matter of fact, some people despise religion. ALL
RELIGION. And like it or not, the quality of your life can be impacted by these heathens who don’t play
by “The Rules” of your religious text…
•
•
• Not everyone who claims to be religious adheres 100% to the code of moral conduct laid out…
•
•
• And you can bet your bottom dollar that EVERYONE has one rule they live by… “Look out for #1.”
•
And as you’ll see…
Getting your hands on “The 48 Laws of Power” is like have access to the playbook of ANY and ALL of the
people you interact with personally: enemies, friends and anyone else trying to convince you of ANYTHING. The lessons in this book allow you to peer into the soul of people’s motives. Having quick access
in your memory to the 48 Laws turns you into the one-eyed man in the kingdom of the blind… no matter
what you believe in.
However, my opinion is only that, an opinion. Below I have presented Robert’s introduction to the book
and after reading it and/or the book you get to decide for yourself whether this will be valuable in your life
or not…
Introduction:
“The feeling of having no power over people and events is generally unbearable to us—when we feel helpless we feel miserable.
No one wants less power; everyone wants more. In the world today, however, it is dangerous to seem too
power hungry, to be overt with your power moves. We have to seem fair and decent.
So we need to be subtle-congenial yet cunning, democratic yet devious.
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This game of constant duplicity most resembles the power dynamic that existed in the scheming world of
the old aristocratic court. Throughout history, a court has always formed itself around the person in powerking, queen, emperor, leader. The courtiers who filled this court were in an especially delicate position:
They had to serve their masters, but if they seemed to fawn, if they curried favor too obviously, the other
courtiers around them would notice and would act against them.
Attempts to win the master’s favor, then, had to be subtle. And even skilled courtiers capable of such subtlety still had to protect themselves from their fellow courtiers, who at all moments were scheming to push
them aside.
Meanwhile the court was supposed to represent the height of civilization and refinement.
Violent or overt power moves were frowned upon; courtiers would work silently and secretly against any
among them who used force. This was the courtier’s dilemma: While appearing the very paragon of elegance, they had to outwit and thwart their own opponents in the subtlest of ways.
The successful courtier learned over time to make all of his moves indirect; if he stabbed an opponent in the
back, it was with a velvet glove on his hand and the sweetest of smiles on his face.
Instead of using coercion or outright treachery, the perfect courtier got his way through seduction, charm,
deception, and subtle strategy, always planning several moves ahead.
Life in the court was a never-ending game that required constant vigilance and tactical thinking. It was civilized war. Today we face a peculiarly similar paradox to that of the courtier:
Everything must appear civilized, decent, democratic, and fair. But if we play by those rules too strictly, if
we take them too literally, we are crushed by those around us who are not so foolish.
As the great Renaissance diplomat and courtier Niccolo Machiavelli wrote, ”Any man who tries to be good
all the time is bound to come to ruin among the great number who are not good.”
The court imagined itself the pinnacle of refinement, but underneath its glittering surface a cauldron of
dark emotions—greed, envy, lust, hatred-boiled and simmered.
Our world today similarly imagines itself the pinnacle of fairness, yet the same ugly emotions still stir
within us, as they have forever. The game is the same. Outwardly, you must seem to respect the niceties,
but inwardly, unless you are a fool, you learn quickly to be prudent, and to do as Napoleon advised: Place
your iron hand inside a velvet glove.
If, like the courtier of times gone by, you can master the arts of indirection, learning to seduce, charm,
deceive, and subtly outmaneuver your opponents, you will attain the heights of power. You will be able to
make people bend to your will without their realizing what you have done.
And if they do not realize what you have done, they will neither resent nor resist you.
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To some people the notion of consciously playing power games—no matter how indirect-seems evil,
asocial, a relic of the past. They believe they can opt out of the game by behaving in ways that have nothing
to do with power. You must beware of such people, for while they express such opinions outwardly, they
are often among the most adept players at power.
They utilize strategies that cleverly disguise the nature of the manipulation involved.
These types, for example, will often display their weakness and lack of power as a kind of moral virtue. But
true powerlessness, without any motive of self-interest, would not publicize its weakness to gain sympathy or respect. Making a show of one’s weakness is actually a very effective strategy, subtle and deceptive,
in the game of power (see Law 22, the Surrender Tactic).
Another strategy of the supposed nonplayer is to demand equality in every area of life.
Everyone must be treated alike, whatever their status and strength. But if, to avoid the taint of power, you
attempt to treat everyone equally and fairly, you will confront the problem that some people do certain
things better than others.
Treating everyone equally means ignoring their differences, elevating the less skillful and suppressing those
who excel. Again, many of those who behave this way are actually deploying another power strategy,
redistributing people’s rewards in a way that they determine.
Yet another way of avoiding the game would be perfect honesty and straightforwardness, since one of
the main techniques of those who seek power is deceit and secrecy.
But being perfectly honest will inevitably hurt and insult a great many people, some of whom will choose to
injure you in return. No one will see your honest statement as completely objective and free of some personal motivation. And they will be right: In truth, the use of honesty is indeed a power strategy, intended to
convince people of one’s noble, good-hearted, selfless character.
It is a form of persuasion, even a subtle form of coercion.
Finally, those who claim to be non-players may affect an air of naïveté, to protect them from the accusation
that they are after power. Beware again, however, for the appearance of naïveté can be an effective means of
deceit (see Law 21, Seem Dumber Than Your Mark).
And even genuine naïveté is not free of the snares of power.
Children may be naive in many ways, but they often act from an elemental need to gain control over those
around them. Children suffer greatly from feeling powerless in the adult world, and they use any means
available to get their way.
Genuinely innocent people may still be playing for power, and are often horribly effective at the game, since
they are not hindered by reflection.
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Once again, those who make a show or display of innocence are the least innocent of all.
You can recognize these supposed non-players by the way they flaunt their moral qualities, their piety, their
exquisite sense of justice. But since all of us hunger for power, and almost all of our actions are aimed at
gaining it, the non-players are merely throwing dust in our eyes, distracting us from their power plays with
their air of moral superiority.
If you observe them closely, you will see in fact that they are often the ones most skillful at indirect manipulation, even if some of them practice it unconsciously. And they greatly resent any publicizing of the tactics
they use every day.
If the world is like a giant scheming court and we are trapped inside it, there is no use in trying to opt
out of the game. That will only render you powerless, and powerlessness will make you miserable.
Instead of struggling against the inevitable, instead of arguing and whining and feeling guilty, it is far better
to excel at power.
In fact, the better you are at dealing with power, the better friend, lover, husband, wife, and person you
become. By following the route of the perfect courtier (see Law 24) you learn to make others feel better
about themselves, becoming a source of pleasure to them. They will grow dependent on your abilities and
desirous of your presence.
By mastering the 48 laws in this book, you spare others the pain that comes from bungling with powerby playing with fire without knowing its properties. If the game of power is inescapable, better to be an
artist than a denier or a bungler.
Learning the game of power requires a certain way of looking at the world, a shifting of perspective. It takes
effort and years of practice, for much of the game may not come naturally. Certain basic skills are required,
and once you master these skills you will be able to apply the laws of power more easily.
The most important of these skills, and power’s crucial foundation, is the ability to master your emotions.
An emotional response to a situation is the single greatest barrier to power, a mistake that will cost you a lot
more than any temporary satisfaction you might gain by expressing your feelings.
Emotions cloud reason, and if you cannot see the situation clearly, you cannot prepare for and respond to it
with any degree of control.
Anger is the most destructive of emotional responses, for it clouds your vision the most. It also has a ripple
effect that invariably makes situations less controllable and heightens your enemy’s resolve. If you are trying
to destroy an enemy who has hurt you, far better to keep him off-guard by feigning friendliness than
showing your anger.
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Love and affection are also potentially destructive, in that they blind you to the often self-serving interests
of those whom you least suspect of playing a power game. You cannot repress anger or love, or avoid
feeling them, and you should not try. But you should be careful about how you express them, and most
important, they should never influence your plans and strategies in any way.
Related to mastering your emotions is the ability to distance yourself from the present moment and think
objectively about the past and future.
Like Janus, the double-faced Roman deity and guardian of all gates and doorways, you must be able to
look in both directions at once, the better to handle danger from wherever it comes. Such is the face you
must create for yourself-one face looking continuously to the future and the other to the past.
For the future, the motto is, “No days un-alert.”
Nothing should catch you by surprise because you are constantly imagining problems before they arise.
Instead of spending your time dreaming of your plan’s happy ending, you must work on calculating every
possible permutation and pitfall that might emerge in it. The further you see, the more steps ahead you
plan, the more powerful you become.
The other face of Janus looks constantly to the past-though not to remember past hurts or bear grudges.
That would only curb your power.
Half of the game is learning how to forget those events in the past that eat away at you and cloud your
reason. The real purpose of the backward glancing eye is to educate yourself constantly-you look at the
past to learn from those who came before you.
(The many historical examples in this book will greatly help that process.)
Then, having looked to the past, you look closer at hand, to your own actions and those of your friends.
This is the most vital school you can learn from, because it comes from personal experience.
You begin by examining the mistakes you have made in the past, the ones that have most grievously
held you back. You analyze them in terms of the 48 laws of power, and you extract from them a lesson
and an oath:
“I shall never repeat such a mistake; I shall never fall into such a trap again.”
If you can evaluate and observe yourself in this way, you can learn to break the patterns of the past-an
immensely valuable skill.
Power requires the ability to play with appearances. To this end you must learn to wear many masks and
keep a bag full of deceptive tricks. Deception and masquerade should not be seen as ugly or immoral.
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All human interaction requires deception on many levels, and in some ways what separates humans from
animals is our ability to lie and deceive.
In Greek myths, in India’s Mahabharata cycle, in the Middle Eastern epic of Gilgamesh, it is the privilege of
the gods to use deceptive arts; a great man, Odysseus for instance, was judged by his ability to rival the
craftiness of the gods, stealing some of their divine power by matching them in wits and deception.
Deception is a developed art of civilization and the most potent weapon in the game of power.
You cannot succeed at deception unless you take a somewhat distanced approach to yourself-unless you
can be many different people, wearing the mask that the day and the moment require.
With such a flexible approach to all appearances, including your own, you lose a lot of the inward heaviness
that holds people down. Make your face as malleable as the actor’s, work to conceal your intentions from
others, practice luring people into traps.
Playing with appearances and mastering arts of deception are among the aesthetic pleasures of life. They are
also key components in the acquisition of power. If deception is the most potent weapon in your arsenal,
then patience in all things is your crucial shield. Patience will protect you from making moronic blunders.
Like mastering your emotions, patience is a skill-it does not come naturally.
But nothing about power is natural; power is more godlike than anything in the natural world. And
patience is the supreme virtue of the gods, who have nothing but time. Everything good will happen-the
grass will grow again, if you give it time and see several steps into the future.
Impatience, on the other hand, only makes you look weak. It is a principal impediment to power.
Power is essentially amoral and one of the most important skills to acquire is the ability to see circumstances rather than good or evil. Power is a game-this cannot be repeated too often-and in games you do
not judge your opponents by their intentions but by the effect of their actions. You measure their
strategy and their power by what you can see and feel.
How often are someone’s intentions made the issue only to cloud and deceive!
What does it matter if another player, your friend or rival, intended good things and had only your interests
at heart, if the effects of his action lead to so much ruin and confusion?
It is only natural for people to cover up their actions with all kinds of justifications, always assuming that
they have acted out of goodness. You must learn to inwardly laugh each time you hear this and never get
caught up in gauging someone’s intentions and actions through a set of moral judgments that are really an
excuse for the accumulation of power.
It is a game.
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Your opponent sits opposite you. Both of you behave as gentlemen or ladies, observing the rules of the
game and taking nothing personally. You play with a strategy and you observe your opponent’s moves with
as much calmness as you can muster.
In the end, you will appreciate the politeness of those you are playing with more than their good and sweet
intentions.
Train your eye to follow the results of their moves, the outward circumstances, and do not be distracted by
anything else. Half of your mastery of power comes from what you do not do, what you do not allow yourself to get dragged into. For this skill you must learn to judge all things by what they cost you.
As Nietzsche wrote, “The value of a thing sometimes lies not in what one attains with it, but in what one
pays for it-what it costs us.” Perhaps you will attain your goal, and a worthy goal at that, but at what price?
Apply this standard to everything, including
whether to collaborate with other people or come to their aid.
In the end, life is short, opportunities are few, and you have only so much energy to draw on.
And in this sense, time is as important a consideration as any other. Never waste valuable time, or mental
peace of mind, on the affairs of others-that is too high a price to pay.
Power is a social game. To learn and master it, you must develop the ability to study and understand people.
As the great seventeenth-century thinker and courtier Baltasar Gracian wrote:
“Many people spend time studying the properties of animals or herbs; how much more important it
would be to study those of people, with whom we must live or die!”
To be a master player you must also be a master psychologist.
You must recognize motivations and see through the cloud of dust with which people surround their
actions. An understanding of people’s hidden motives is the single
greatest piece of knowledge you can have in acquiring power. It opens up endless possibilities of deception, seduction, and manipulation.
People are of infinite complexity and you can spend a lifetime watching them without ever fully understanding them. So it is all the more important, then, to begin your education now. In doing so you must
also keep one principle in mind:
Never discriminate as to whom you study and in whom you trust. Never trust anyone completely and
study everyone, including friends and loved ones.
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Finally, you must learn always to take the indirect route to power. Disguise your cunning. Like a billiard
ball that caroms several times before it hits its target, your moves must be planned and developed in the
least obvious way.
By training yourself to be indirect, you can thrive in the modern court, appearing the paragon of decency
while being the consummate manipulator.
Consider The 48 Laws of Power a kind of handbook on the arts of indirection.
The laws are based on the writings of men and women who have studied and mastered the game of
power. These writings span a period of more than three thousand years and were created in civilizations
as disparate as ancient China and Renaissance Italy; yet they share common threads and themes,
together hinting at an essence of power that has yet to be fully articulated.
The 48 laws of power are the distillation of this accumulated wisdom, gathered from the writings of the
most illustrious strategists (Sun-tzu, Clausewitz), statesmen (Bismarck, Talleyrand), courtiers (Castiglione,
Gracian), seducers (Ninon de Lenclos, Casanova), and con artists (“Yellow Kid” Weil) in history.
The laws have a simple premise: Certain actions almost always increase one’s power (the observance of the
law), while others decrease it and even ruin us (the transgression of the law).
These transgressions and observances are illustrated by historical examples. The laws are timeless and
definitive.
The 48 Laws of Power can be used in several ways. By reading the book straight through you can learn
about power in general. Although several of the laws may seem not to pertain directly to your life, in time
you will probably find that all of them have some application, and that in fact they are interrelated.
By getting an overview of the entire subject you will best be able to evaluate your own past actions and gain
a greater degree of control over your immediate affairs. A thorough reading of the book will inspire
thinking and reevaluation long after you finish it.
The book has also been designed for browsing and for examining the law that seems at that particular
moment most pertinent to you.
Say you are experiencing problems with a superior and cannot understand why your efforts have not lead to
more gratitude or a promotion. Several laws specifically address the master-underling relationship, and you
are almost certainly transgressing one of them. By browsing the initial paragraphs for the 48 laws in the
table of contents, you can identify the pertinent law.
Finally, the book can be browsed through and picked apart for entertainment, for an enjoyable ride through
the foibles and great deeds of our predecessors in power.
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A warning, however, to those who use the book for this purpose: It might be better to turn back. Power is
endlessly seductive and deceptive in its own way. It is a labyrinth-your mind becomes consumed with
solving its infinite problems, and you soon realize how pleasantly lost you have become.
In other words, it becomes most amusing by taking it seriously. Do not be frivolous with such a critical
matter. The gods of power frown on the frivolous; they give ultimate satisfaction only to those who study
and reflect, and punish those who skim the surfaces looking for a good time.
“Any man who tries to be good all the time is bound to come to ruin among the great number who are not
good. Hence a prince who wants to keep his authority must learn how not to be good, and use that knowledge, or refrain from using it, as necessity requires.”
THE PRINCE, Niccolo Machiavelli, 1469-1527
Maybe you agree with me, maybe you don’t. Whatever you believe is right. But for me there is no more
powerful asset to have than the ability to hone your ability to read people and this resource is the finest I’ve
come across at enhancing this skill.
Talk soon,
Note Taking Nerd #2
CHA PTE R 1 17
Vice President Joe Biden Is Gonna Help You Get Wealthy
H
ey you,
It’s #2.
Not all politicians are worthless.
Joe Biden is gonna help you get wealthy, not on his own, but with help from Eben Pagan. This is all made
possible through teamwork, Joe lending his charm, and Eben lending the brains, via my notes on the first
session of his fast start program included in his Self Made Wealth program.
LET THE ECONOMIC STIMULATION BEGIN…
One of the things that robs us of wealth is worrying about the things we don’t have because we don’t have
wealth.
So, take out a piece of paper or… as Eben, as well as Jim Rohn as well as Tony Robbins talks about being
important, take out a hardbound journal and go through this little exercise and take this ride with Eben
into what he deems as a critical process for building wealth.
Write down everything you worry about when it comes to money & finance.
This could be a whole shit load of stuff but write until you run out of things that pop into your mind. What
do you worry about, what do you fear, what creates tension in your body by just thinking of it? Try to
write for a least 10 minutes straight.
Yeah, when I said “exercise” your mind started wailing didn’t it, but all you need to donate TO YOURSELF
today is 10 measly minutes. And you don’t have to write out full blown dissertation style answers. If you’re
worried about getting your car fixed, you don’t have to write the story about it, just note “Fixing Car”
5-10 words max. Go.
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Now for the second part of the exercise that re-directionalizes (Eben’s learning from Jay Abraham & Don
King about the fine art of making up words) our mind.
In Eben’s study of wealth, he’s found that people who make serious money focus on what they want to have
happen, not what they don’t want to have happen.
Your Mind is The Google For Gold
When you want to find something and you go to Google and type in a word or phrase, it uses the largest
private network of 100 million computers in the world and billions of dollars of research to pull up websites
that match what you typed in… in the fraction of a second.
And Guess What? Your Mind Is An Olympic Athlete That Makes Google Look Like They’re In The Special Olympics
The ability your mind has to calculate and figure things out is amazing. If we’re focused on what we’re
scared of WE MAKE THOSE THINGS HAPPEN. Our mind Googles that shit and doesn’t just display it on
the screen of our mind but dumps these real-life experiences right in our lap.
I’m sure you’ve heard Michelangelo’s quote of…
“The greater danger for most of us lies not in setting our aim too high and falling short; but in setting
our aim too low, and achieving our mark.”
He knew waaaaaaaaay back then with primitive technology that this was a governing rule of the universe
and that it worked both ways.
So, on the other hand if we focus on what we want to have happen, the outcome we want, the picture we
want to create, the value we want to create, the asset we want to create, the wealth we want to create, then
we move towards that.
You’ve got to have a vision of what you want for your mind to move towards it, not too unlike you have
to type something into Google for it to move.
Now go through your list and put a star next to the 3-5 things on the list that are the most important issues,
the stuff you worry about that’s as a Vice President Joe Biden would put it, are a “Big Fucking Deal.”
These 3-5 BFD’s make up 80% of the strain on your mental capacity and the problems on the list you’ve
made.
Have you got the top 3-5? Now we’re gonna turn those fears, frustrations and worries into positively
framed questions that start with the word “HOW”.
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If you’re worried about not being able to pay your mortgage payment this month, you write out a question
that reads like such…
“How Do I Make Sure That My Mortgage Gets Paid This Month?”
Can you see the thinking behind this? The worry is about something negative and if left alone at “I don’t
know how I’m gonna make the mortgage this month”, it can’t help but keep you focused on the problem
instead of the solutions.
Your mind is a big feedback mechanism and once you start it on a path it just keeps on going. Once again,
think Google. If you enter a broad enough term it’s going to list millions of pages, thoughts, on that topic.
With you enter a negative search term into your mind, “Why is Obama, the anti-christ, ruining the
country?” it starts spiraling you into pessimism, fear, worry, and then emotions start affecting the way you
actually feel and can lead to headaches, chest pains, sphincter pains, you name it.
On the other hand if you learn to re-focus your mind in the direction of what you want you mind starts
thinking of answers of how you can have that. This is the only way you can come up with new possibilities, answers to your challenge.
Now, you want to go and re-frame, re-focus those top 3-5 “Big Fucking Deals” and ask a positive future
focused question that begins with the word “How”.
Then, after you’ve written it, start asking yourself the question and see the answers that come to your mind
and notice the quality of them.
A way to kick this up a notch is to add one word into your question, “Allow.”
“How can I allow myself to find a way to make sure my mortgage gets paid this month.”
“Allow” is powerful word when it comes to focusing on what you want. Allow is the opposite of resistance,
a counter. It takes pressure off of your mind.
Do these exercises and as always, feel free to leave your ideas about what you discovered here below.
Talk soon,
Note Taking Nerd #2
CHA PTE R 1 18
The Story of Why You’re Either Happy Or Unhappy About How
Much Money You Let Yourself Deposit In The Bank
H
ey You,
It’s #2.
Today I’m sharing with you notes on the 2nd fast start session from Eben Pagan’s Self Made Wealth Program.
“People wish to be settled; only as far as they are un-settled is there any hope for them.” Ralph Waldo
Emerson
Our minds think in stories, pictures, metaphors, analogies and examples.
This is why remembering fiction books or movies is so easy. When people try to teach with PURE FACTS
it’s simple for you to forget. It works this way because if we can’t link up new info to what’s already familiar
in our minds, we get bored, blank out and move onto a shiny bright object either physically or in our mind.
So… what happens is that if you… keep replaying what feels like a story to you about a particular topic, that
becomes “The Way It Is.”
What’s Your Story About Money?
Take out your blank piece of paper or go to your journal and write at the top “My Story of Money.”
Now, dig up all of your memories about money, everything from the first conversations you remember
hearing about it from your parents, any drama that showed up related to money, what happened in the
house when money was absolutely necessary.
What’s the story that was written in your mind about money?
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Now write. Ideally you want to do this for 10-15 minutes but anything is better than nothing. And, you
don’t have to write out the whole story; 5-10 words will let you know what memory you mean.
If you heard, “There’s money everywhere, there’s plenty of money for everyone to have,” you can write,
“There’s a no shortage of money.”
You get the picture, right? O.K. Pause now & write.
What insights did you come up with?
Here’s a few of mine…
•
• You depend on other people for your money. In my case it was welfare & child support & mom’s current boyfriend up until she got married. Money gets doled out to you by an authority little by little.
•
•
• Expensive/Excess is bad. I can still remember going out to eat with my dad’s new family as a kid and
doing whatever I could to not order something to expensive. Drinks to go along with dinner? Yeah, right,
you better enjoy that water.
•
•
• Saving/Investing Was Something Rich People Did. I don’t think my mom ever had a savings account
of her own in her whole life. Let alone a savings account with piles of money in it. You only saved or
invested if you were a rich white person who had plenty of money to do so.
•
Maybe you’re one of the billions of people who went out and saw AVATAR on the big screen in 3D. I’m
not. I saw it on my T.V.
And guess what? Because I didn’t see it in the theater I got the watered down, Good; Not Great experience. I
completely missed out on the effect James Cameron meant for me to have, one that cost millions of dollars
to produce that was right there for the taking.
The tough, revealing, and thought-provoking questions, not endless loop ones like “Why Me, god?” act as
3D glasses that reveal the FULL STORY of why you do what you do. Especially in the wealth department.
When I look at my story I can see why I’ve had a love/hate relationship with spending everything that came
in. Looking back I’m probably lucky that my mom couldn’t get credit because then I would’ve been programmed to spend MORE than I earn. That, my friend is something I’m grateful for.
Answering These Questions Serve As Your Mental Magic Glasses For Our Whole Financial Past &
Present.
The Story of Why You’re Either Happy Or…
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If money was tough to come by and there were lots of fights about it in your family when you where a child,
it should serve as no surprise that when you’re an adult and money becomes scarce, that you start experiencing the same bad feelings that made your parents and elders act as they did.
As we all know, people fight over money, they steal it, they kill for it. The reality is that the money has
nothing to do with all of those behaviors. People don’t want money just for money’s sake.
When you really boil it down, people do everything they do for one of three reasons:
1.
2. To feel approval
1.
2. To feel like they’re in control.
1.
2. To feel secure
Money is just a vehicle to get to those feelings.
Money isn’t the problem. Money acts as an accelerator peddle. If someone has criminal and addictive tendencies and they come into a lot of money all of a sudden, usually it acts as an accelerator pedal that sends
them into the dark side.
Maybe they go towards drugs, gambling or some other crazy lifestyle which has lead to many a person being
killed or killing themselves.
If someone is a kind soul who wants to help others and they come into a lot of money often times, if they
lose it, it was in pursuit of helping other people, giving it away. And if they keep their wealth through managing it well they make a huge impact on the world.
Now focus on how your story serves as your pair of magic glasses.
Look at your current financial situation and ask, “How is my current situation around wealth, money,
finances, debt, how is it related to my story I picked up when I could barely wipe my own ass?
Write down 10 ways you can see how your experience right now in life is connected to your story of money.
Your story might be empowering; it might not be. If it isn’t and you do this, you’ll be in a class of 5-15% of
courageous people in the world brave enough to look at what isn’t pretty in their past. Avoid it and stay
prisoner to a story not of your own design, not conducive to you attaining self made wealth for the rest of
your life.
The choice is up to you.
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See ya soon,
Note Taking Nerd #2
CHA PTE R 1 19
Is Your Income Under Attack From Someone You Know
Personally?
H
ey you,
It’s #2.
Don’t know if you know this or not but data has proven that retail businessemployees and delivery people
steal waaaaay more from the stores they work for than “Shoplifters” do.
Insiders know all the angles which give them the best chance of getting away with the crime. Well, the same
can be said for your income. Lot’s of people, who’re being egged on by the press are out to blame external
forces for their money woes when in fact there’s someone far closer to home that may be to blame.
Today, I’m laying the notes for Fast Start Session 3 of Eben Pagan’s Self Made Wealth program. The focus
today is on how you feel about wealthy & Successful people.
Answering the following questions for me was tongue lolling-out, stunning, experience.
Now get out a blank piece of paper or go to your super dee duper hard bound journal and write down all of
your feelings about wealthy people and success but don’t just write down any feelings. The feelings we’re
looking to pull come from answering these specific questions…
1.
2. When you think about wealthy people, what kinds of people do you think most of them are?
3. How do you feel when someone else has success or wealth? How do you feel emotionally when you
see someone else get success or wealth, or do better than you; have a big giant success that you didn’t
get any of?
And maybe it’s not “fair”… winning the lottery, inheriting money, bullshit lawsuit, someone selling
their business for millions of dollars, friend of yours finds a wallet in the street with $500 bucks in it,
with no I.D. and turns it into the cops and no one claims it after a week so he gets to keep the money…
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whatever the scenario, when a person that’s not you catches a break, what comes up for you emotionally? How do you feel? And then what thoughts are triggered?
This is kind of a rough exercise to do because most people blame other people for their problems because it
can be so painful to take responsibility. Also we’ve been reinforced that it’s a good idea, that’s it’s normal for
us to feel bad when we witness someone else having wealth or success. Kinda like the blind leading the blind
only it’s loser thinking leading to loser thinking.
Eben has found that through knowing hundreds of highly successful people, that by in large, they’re great
people. They’re very kind. They’re very generous with their time and with their money. They tend to give
away more of what they have than other people and some people might snap, “They should. They have
more than everyone else!” That’s not having empathy and going into that person’s world.
Are You Rich?
I could only imagine that if I was making $40,000.00 a year and the people in the slums of Calcutta, India
told me I should give them money because I was rich, which in their country I would be, I’d be pretty
annoyed.
And one might be tempted to say $40,000.00 is barely enough to live on in this country and it is… if you
piss money away. $40,000.00 a year is PLENTY to take care of needs; 3 solid meals a day, roof over your
head, clothing on your body. Only when we splurge on “wants” – designer shoes, hand bags, pants, rims for
our car, name brand vs. generic grocerys, satellite T.V., having other people cook & serve us our food at
restaurants, 80” plasma screen televisions, Ipods, Iphones, vacations, on and on, is $40,000.00 barely
enough to live on.
Leave wants out of the equation and even a “rich” person making forty grand has money to send to India.
Now I loooove nice, hell, even luxurious shit. I looove convenience. I just don’t confuse those two with
necessities and delude myself into thinking “I’m poor if I don’t have them.” What helps ground me is
remembering I live in a country people come to, to build a fortune.
As Jim Rohn said, “No one says, “If I can only get to Denmark, then I’ll make it big.”
Just by the fact that I have access to paved highways, drinkable water, and books makes me wealthier
than a lotttttt of people on the planet.
And Eben has found that the more wealthy someone becomes the more benevolent they become. They
don’t try to hoard their fortune. They just resent people telling them what they should or shouldn’t do. Just
like any other person on the planet does.
Most people when seeing someone else stumble into a windfall, a raise at work, winning the lotto, winning
at the casino… they usually feel like they LOST something. They feel like they should get some of that.
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Why is it important for us to face these things?
Because we can’t become wealthy if we’re projecting bad feelings onto people who are wealthy or lucky.
That’s just common sense when you step back and look at it, but in the heat of the moment when you’re
neck deep in it, and you go on auto-pilot and the programming kicks in, it seems normal.
I used to be horrible at this. I’m still far from perfect. But only by mentors like Eben prodding with tough
questions have I seen the fault in my thinking.
For instance, I can remember for ages hating the pretty boys, you know, the guys with perfect hair, perfect
smiles, perfect clothes, that would get all the hottest girls. I wanted to pull a “Raging Bull”, and bash their
face in, tussle their hair and wrinkle their school clothes so they wouldn’t be so pretty anymore. All the
better if I could do this in front of the girls so they’d see what a wussbag the guy was.
It was jacked up to level 11 if the guy was “Rich” on top of being a “Hunk.”
Crazy thinking, eh? Not to me it wasn’t. What was crazy was that I’m a handsome guy, and still am, and yet
I always thought these were natural thoughts and therefore, never made the connection that these programs
were directly responsible for my feeling soooo needy and insecure around girls, especially the ladies who I
perceived to be out of my league. DUH!!!
How Do You Overcome Loser Thinking?
Eben is a huge fan of Harv Eker, author of “The Millionaire Mind.” Harv talks about a saying that comes
from the Hawaiian Huna Tradition. In Huna they say, “Bless that which you want.”
What you can do from now on anytime you see or hear about a wealthy or successful person, in your mind,
is send them a blessing. Send them love and great wishes. Feel happy for them and appreciate for them what
life must be like living in their shoes.
Bless That Which You Want.
For this 2nd part of the exercise what you want to do is write down a list of 5-10 wealthy people you can
think of; people that you know, that have had good fortune shine upon them and then close your eyes and
in your head or out loud say, “Bless You. I really wish you the best.” And feel happy for them.
Now, of course just doing this doesn’t guarantee you’re gonna get rich. It doesn’t guarantee your dream
mate’s gonna come seduce you. This does nothing but guarantee you don’t feel like a jealous, insecure shit
weasel when in the presence of wealth or greatness.
Do this now so you can take it for checking. Don’t believe me or Eben. Convince yourself of how easy and
profound this can be. Close your eyes, go inside and think of those 5-10 people and appreciate, bless, and
send them great wishes. Enjoy those great feelings.
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Talk soon,
Note Taking Nerd #2
CHA PTE R 1 20
What Would You Buy With A Million Bucks?
H
ey You,
It’s #2.
Question: What would do or buy if you had a million dollars in cash sitting in front of you right now?
It’s all yours and you can do anything you want with it.
This question is the sole focus of Eben Pagan’s 4th Fast Start Session of his Self Made Wealth Program.
So, take out a sheet of paper or go to your trusty dusty journal write for 10 or 15 minutes and just jot down
quick sentences that you’ll know what they mean. Not necessary for you write a whole story. What would
you do and what would you buy if there was a cool mil in cash was sitting in front of you right now?
Make your wish list now and come back when you’re done and see what your list means.
Now, skim your list and look for all the Assets; things that would grow in value over time and things that
would throw off other value or wealth or cash flow.
How many of the things on your list are assets as opposed to things where you’d spend the money and
you’d have nothing to show for it or would depreciate in value or are ways to get rid of the money in a
way that you’d never get it back. For example: Ultra luxurious dinners, High end clothing, brand new
vehicles, boats, planes, posh hand bags, $4,000.00 umbrellas, 80” plasma T.V.’s for every room in the
house including the bathrooms, etc.
Look at your list and see what percentage fall into this category.
Trailer Park Mindset vs. Oracle of Omaha Mindset
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Warren Buffet, who as of this moment, is the 3rd richest person on the planet, lives in a home that a teacher
could afford to finance himself into. Don’t know what Warren’s driving these days but back in 2006 he auctioned the 2001 Lincoln Towncar he’d been driving for 5 years on eBay to raise money for a charity. What’s
awesome is that shortly after this, he bumped Bill Gates off of the pedestal of Richest Man On Earth. This
means the soon to be wealthiest man alive had been putting around in an 5 year old sedan, a car your local
bank manager could’ve easily financed his way into.
Most of the times when Eben has had people do this he’s found that 95-100% of the things listed are liabilities.
Something like “Buying a bigger home,” is more times than not about someone’s ego getting in the way and
lusting after having a “Bigger Dick” than their buddies at work so they can show off as opposed to…
looking for the absolute best value that would grow over the long term and then take this much money and
dump it in mutual funds because then I could be using the yield off of that to pay my property taxes and the
other fees on the home every year.
Most people just want the shiny objects so they can put on a show for other people.
So be honest. Go put a star next to the things that would actually be assets, things that would grow in value
and throw off cash over time.
Our programming around money is not to go buy geese that lay golden eggs. Our programming is go buy
golden eggs so we can have the gold right now. If you want to shift your wealth, you have to shift the way
you see the world so that when you come into a little money, an asset or create some value in the world, that
the first thing you think of isn’t “How I can I get rid of this and get an experience or something that declines
in value and will never come back?” but rather “How can I take this resource and create an asset, a goose
that lays fat golden eggs over and over and over?”
Now make another list by asking the question…
“If you had a million bucks in cash, how could you use it to buy 3 or 5 golden geese? What could you
buy that would be assets, that would grow in value and throw off cash flow over time so that you can
keep collecting that cash flow for life?”
Just asking yourself these questions separates you from 95% of population. If you don’t know the answers,
you can go out and find them, preferably from people who don’t just talk about it, but actually do it with
their own money, successfully and have done so for many a moon with comforting consistency.
Words to Live By: “If You Can’t Explain It, Don’t Invest In It.” Warren Buffett
Talk soon,
Note Taking Nerd #2
CHA PTE R 1 21
All News Is Good News
H
ey you,
It’s #2.
Have you ever been dealt a shitty hand in life that you felt was unjustified, evil and just plain fuckin’ wrong?
Welcome to the club.
When I was very young, Napoleon Hill gave me my first re-frame, different way of looking at, disastrous
events or circumstances. The belief he installed in me was “Within every adversity, lies an equivalent or
greater benefit.” This is real easy to say when everything is lav, lav, lovely. But when you’re in the thick of
drama, you might be tempted to tell people who quote Hill, to shove it up their ass a thousand times so they
have a big asshole.
Even though looking for how the situation can serve you is probably the best advice you could get. It’s
about a jillion times better than commiserating day in day out with that same person about how they’ve
been royally screwed without Vaseline.
Dan Kennedy in his Wealth Attraction seminar tells the story of the Investment banker in New York City
who was on top of the world one day, and the bottom the next.
This investment banker was the king of investment bankers and was living high on the hog. One of the ways
he would treat his royal self was with the company of the worlds most expensive strippers. “Dancers” fit for
a king.
Well, in between cup cake talk, he doled out a stock tip here and a stock tip there. Someone who must not
have had any love for this guy ran their mouth to the authorities. Next thing you know, he’s strung up on
‘Insider Trading’ charges just like Martha Stewart.
Off to prison he goes.
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Pretty shitty event, eh? While sitting in the slammer, I can imagine he’s thinking “This has gotta be the
worst thing that ever happened to me,” that is until September 11th, 2001. His luxurious office, where he
would’ve been working had he not been ratted out, was located on the floor in the World Trade Center
where one of the planes plowed into.
None of his former co-workers survived. All of sudden… worst thing that ever happened to me, ends up
being the best thing that ever happened to me. This and many other examples like it caused Dan Kennedy
to believe that “All News Is Good News.”
Below I’ve posted the video from Conan O’ Brien’s visit to Google this last week. In my opinion, it’s sheer
comedic brilliance. He’s taking random questions from the google employees and is tearing the room up in
laughter.
Well, as you may have seen on 20/20 this past week, Conan can now talk freely about what happened at
NBC. You know, how he got “Raped” out his prestigious post of lead man of “The Tonight Show” by Jay
Leno and all. Well Google didn’t hesitate ask him his thoughts on that. Did he whine like a bitch or did he
man up?
Watch, laugh and hear for yourself… I guarantee there’s a mighty lesson to be found.
[youtube=http://www.youtube.com/watch?v=u7TwqpWiY5s]
CHA PTE R 1 22
The Free Method To Grabbing The Internet By The Balls And
Making It Serve You
H
ey you,
It’s #2.
Have you ever had to claw a deathgrip into another mans ball sack in a street fight so that you could end up
sleeping between your own sheets instead of the ones at the hospital? If the answer is no, for which most of
you it will be, my experience in seeing this done, is that it immediately dissolves any and all resistance from
the formerly resistant party and they become all ears.
It’s kinda magical.
Today I want to to talk to you about a mindset and two social media sites that allow you to grab the
internet by the balls so that you can either step into a new market with almost none of the drama that
comes with this process or… dig up and evaporate any objections your current market has that you
don’t know about, that once repaired, help you serve them at the next highest level… or, find out what
they’re begging for you to give them.
And when you adopt this mindset and use these free tools… social media can be useful to the point that it
helps you talk to your target market in a way that will get them to sit up and listen t