Master call week 2 tủ tài liệu bách khoa

'¥'*"' Welcome, welcome, welcome to our second Master Call for Zero to Launch I can't wait to tackle some of these questions tonight We have some really good ones I will tell you, I have a ton of energy today I had a two-hour call scheduled for the middle of the afternoon and I'm very, very anal about my call scheduling So I have extremely detailed requirements for my phone calls It has to be clear who's calling whom I have a specific format that I want in my calendar entry that my assistant follows If people are late by X minutes, I just don't the call anymore I'm very specific, that's what let's me fill in so many calls and get so much stuff done every day So I get on the phone with one of my friends and he was suppose to interview me for his podcast So I'm sitting here, I have all my recording equipments set up, I have some notes, and he goes, "Okay, so what are you interviewing me about?" I said, "What? Me? I thought you were interviewing me not me interviewing you." And we realize that there was some miscommunication, so he goes, "Hey, I'll interview you, no problem Let's it in a couple of weeks." And I look at my calendar and it's completely clear untilgpm So I'm not looking around, and I have nothing to this afternoon What am going to do? So I read a book, I watch some reality TV, I took a nap, then I woke up, and I looked at my clock I said, "I'm going back to sleep again." I went back to sleep in the middle of the afternoon I said, "This is the best day of my life." And now here I am talking with you So I want to start off with a question I'm going to give a couple of recommendations again for anyone who ask a question today: Have that question ready in front of you Make sure that you have your headset or microphone handy and make sure that if I call your name, you're ready to go I want to keep this thing moving because I want to answer a lot of questions Tonight's questions are outstanding I actually have to tell you, I think they're better than last week's, and that is exactly what I expect from you Each week I want to see improvements in the type of questions, the caliber of questions, and the depth of questions that you're asking That's what I'm here If you have beginner questions, no problem, I'm going to tackle those for you But as we get more and more advanced, that's where these calls can really shine And as always, remember, you're going to have access to these calls for lifetime access So if something doesn't quite make sense or resonate right now, don't worry You may come back and listen to it in six months or even two years and understand it in a whole new light So with that said, we're going to start off and I'm going to give you a couple of names of people that are going to be on depth tonight We're going to start off with Chris H in just a second We're going to move to Justice D., Jenna D., and Joe E We're going to tackle those in order and then we'll tackle some more as well Let's keep this questions concise and I will my best to answer as many of them as possible tonight Alright, so we're going to start off here with our first question from Chris H Stand-by Chris H Chris, are you there? ZEROT O LAll NCHSYSTEM.COM of 28 Gl!¥i I'm here Hi Ramit How are you doing? i@f,iii How are you Chris? Nice to talk to you again 191i;j~j Yes Alright So before we jump in, I'd like to ask: Last week I asked you about an unusual insight you had with the program I want to ask you now about: Have you told any friends that you're talking this course? Gl!¥i I have told several of my friends who helped me with the Idea Mapping or with rather figuring out what skills I'm good at l@f,iii Okay, good And what was their reaction when they heard that you were taking this online course, Zero to Launch? '9M'"i They didn't seem very surprised I sort ofgot the feeling that they were expecting me to my own thing, some online thing, and they weren't very surprised at all •MM" Love it Okay, good Alright, I see you have a very long question here, but I want you to cut it down and make it concise Give it to us in two to three sentences Qii¥j Sure My problem is that I'm struggling with creating remarkable content because I think my issue is that I have two target groups As a reminder for everybody, I'm working on German ZEROT O LAll NCHSYSTEM.COM of 28 language instruction for expat kids So the people who would be using my product are little kids between the ages of six and ten The people who would be buying it are their parents So the content I'm creating is for the kids, yet the remarkable giveaway content that I'm using to reel the parents in has a different target So I was looking at the questions that you gave us: What can I create that would be irresistible to people that would make them like you think you know it? I think with the parents that would be (A) if I could make their kids speak German fluently, or (B) if I could at least increase their willingness to learn German So my question was, what kind of content I create for that? Do I create a language instruction, teaching or telling a mother how to teach her kids colors or vocabulary or something (which is sort of more towards A) or I teach them more about the psychology of getting their kid to be more willing to learn something that they're probably not excited about learning Or (C) is it more about the pain points of the parents? Which of these three directions I direct my content to? '¥'M" Okay, the answer is yes g:l;h"j All? i;h.t,jli Alright, the answer is yes, you should be doing all of the above Now you want to be tackling all of these things but of course the focus should be on the parents The parents are the ones who are ultimately going to be engaging with this material, teaching it to their children, and of course buying it You have this famous phrase that Kix cereal says, "Kid tested, mother approved." An absolutely beautiful example of marketing language So what I want to talk about here are few examples of how to create remarkable content for this audience, right? Parents of children who want to teach [their kids] German Now I want to explain something to you as I go into this I don't have children so what I'm about to show you, I first want you to tell me if this resonates with you, okay? So what if I wrote three different articles and one of them was titled, "Here's what I learned teaching five-year olds about learning German." That's number one Number two, "How to teach your son or daughter to order at a restaurant in German." And number three, "A fun five-minute game to try in the car." Alright, now let's just pause right there One, two, and three,just from the titles alone, did those resonate with you? cg:!Mi Yes ZEROT O LAll NCHSYSTEM.COM of 28 Yeah? Why they resonate? ijii;JIOj I would be interested in reading anyone of the three i;Mf.iii Exactly Okay, now I don't have children so what's the principle I'm employing here? Because there's no way for me to have known that What did I to be able to come up with those things? 1911;JIOj I think you're looking at the pain points of the parents and you're trying to provide a crunchy solution to that i;Mf.iii That's exactly right and the last one I said which was a fun, five-minute game to try in the car, notice that I'm not trying to shove in my ability to teach German at every step of the way If I remember correctly Chris, you're the parent of a two-year old? 1911;110j Actually an eight-year old Eight-year old, okay We know that parents, like a lot of the day, they just want to get through the day and there's these times during the day where their kids screaming in the back of the van and they're like, "!just need to get them to soccer practice so I can pass them off to the coach." Right? I'm sure you've been there Gi!¥i Yes ZEROT O LAll NCHSYSTEM.COM of 28 '¥'*"' So this fun five-minute game really solves one of their problems And remember, Ramit's number one rule of marketing: nobody gives a damn about you Your target market, to them you are just a blip in their day What you need to is put yourself inside their world, the world of a screaming child or being exhausted but still wanting to the right thing and pass along that heritage And so what I did with these examples was everyone of them, "Here's what I learn teaching five-year olds about language," "Here's how to order at the restaurant," these are all outcome-based, they're not feature-based In other words, I'm giving them something they already want They want their child to be able to order in German, or they want to play a fun game with them I'm not saying, "Here's how to conjugate verbs for your first grader." It's super boring You can teach them that in the middle of the actual piece, but really what we're doing is we're making this conversational And you're going to go into this remarkable content by saying, "When I was teaching my son German, he would rather sit around and play on his iPad." So I had to come up with some really clever solutions, really clever ways of engaging him and the best time that I discovered to this was those lulls between activities, like when you were in the car, or right as the bath water was filling up, whatever As you can tell, I have no sense of this Qii;h"j This is actually quite true, we do these games in the car So you hit it right on the head I;Uf.iii Perfect, perfect As I was saying, I truly have no idea of anything about children's age because I just went from like a kid who's playing soccer practice at eight to a child who's in the bathtub I don't know when you stop bathing your child, I h ave no idea But what we're doing here is we're getting inside the parent's head Does this help? 19ii;h"j Yes, very much so •MM" Alright, great Gii¥i Very much so Thank you ZEROT O LAll NCHSYSTEM.COM of 28 Keep it up Take this to the market Let's see what they say Alright? ijii;JIOj Alright, thanks i;Mf.iii Alright Great job Good question So everyone: That is a good example of how to get inside your market's head Now, I am not a parent, I don't know German, but what I know is how to relate to people on an empathetic level You can the same What are some of the key principles we outlined there? What did we outline? Number one, you are just a blip to your market, always keep that in mind Even me, when I email you, I know, I have about fivt: minutes in your day maybe, maybe a few times a week So I have to make it fun and engaging I'm not sitting around writing emails that say, "It's seriously importantly that you learn about this tax loss harvesting at the end of the year." No, I'm talking about, "Let's show our salaries openly Let's it anonymously." Let's talk about stuff that is engaging, and then along the way I'm going to teach you that stuff Notice also that for remarkable conten t, I focus on outcome not features So here's a fun five minute game to try in the car It's bite-sized You don't have to get everything out in one piece If you create one really engaging piece, they stick with you and you'll have the opportunity to more and more later on I thought that was a good example of how to create remarkable content for a particularly challenging audience Okay, we're actually going to take a pit stop here and go to David W David W., are you there l·h1'·' Hello Ramit i;M.t,jii Hey David How are you doing? '·*1'·' It's a beautiful day in California ZEROT O LAll NCHSYSTEM.COM of 28 '¥'*"' Beautiful, beautiful Where in California are you calling from? •·t.S1'·• Right now, Redwood City •MM" Beautiful Alright, David, so tell us what one surprise has been about joining the Zero to Launch course? •·h1'·• Probably the most surprising thing to me so far has been the way that you can turn an idea from a bad one to a good one just by shifting the position As I was going to the Idea Mapping exercise, there were number of ideas I had When I realize I was having trouble fitting them into a quadrant, it was probably because, for some people would [be the] best, for other people would be bad 'MM 11 ~ Yep, exactly And I have to tell you, in terms of positioning, I have a product o: ~n~ t;flat I actually describe in the Zero to Launch course, it was my email course And f'-:11i: J:>~ was virtually done but I could not figure how to position it for years and years until I fina~;yp some advice on it which provided crystal clarity to me and it went on to be a terrific sE:.:~~::' fo~ So you have to have a good idea but positioning is incredibly important, and when you can d right, your competitors effectively don't matter You render them obsolete or irrelevant becau you're focusing in a super targeted way on your audience Alright, so you've got two questions I want to tackle your first one and if I have time, I will come back again to you and tackle your second one So talk to me about your competitive question +·t.iji·i Sure So the idea that I've been working on is that I am very good at distilling people's ideas that are large and complicated, and I'm about to give some sort of speech or presentation or something and distilling them down into something that an audience can really work with and digest and walk away from So I've been doing a lot of research In terms of trying to find who that's going to fit with, I think I've found a few markets but I've noticed that there is absolutely zero competitors in the space And there's a piece of me that thinks, "Oh, that's something of ZEROT O LAll NCHSYSTEM.COM of 28 an opportunity," but there's another piece of me that thinks like this is a ghost town It's not necessarily a good thing that I would be the only person in town trying to something like that l@f,iii Get specific, what's the market? Get specific with us •·t.YJI·• Well I was looking a couple of different things The first one that I was looking at was for grad students So of the things that they in order to apply for an academic job is they have a really high stakes, 45-minute presentation where they basically have to give their life story in 45 minutes And the great thing about that is they don't really check security in terms of who shows up, so I've set it on a bunch for just sort offor fun and observe the way that people who have really work to the room and did well, and people who really flounder because, if the first guy raises his hand after your talk, talking about life's work, and he says, "I don't understand why you're here, why you're relevant," you probably missed the ball and have totally blown your chance that you have of getting this dream job that you might be shooting for So that was something that I was shooting for in terms of exploring the academics phase i@.t,jli Okay So your question is, there seemed to be no competitors, is this a good thing or a bad thing? Yep •MM' Alright So I'm going to give you a bit of a nuance answer because I think most people would be expecting and will say, "This is horrible, this is terrible Run away." But actually there's a bit of a nuance answer behind it and that's one of the benefits ofbeing on this Master Calls is we can actually dive in to this for a minute Alright, so first of all, when I started writing I Will Teach You To Be Rich, there were very few competitors in the space Do you know why? No, because college kids don't pay nor they really care about money That's the point-blank answer You could create the most amazing content in the world, and college kids are not in that mindset, they don't have any money and even if they did, they don't have expenses in the same way a person in the real world does So the market responded rationally and there were very few great sites focused on young people ZEROT O LAll NCHSYSTEM.COM of 28 So I come along, I'm this cocky college kid, I start writing for young people because I am a young person Now I did it because number one, I felt like I had something that the world needed to hear, two, I had no intention of turning this into a business If that were a business, that would have been the worst business on earth because not only did I not make money, I actually lost money for years and years So as I got older, the things that I learned writing for college students actually turn out to be incredibly beneficial So I learned about hopes, fears, and dreams My audience aged with me and as I became older, more experienced, wiser, and some would argue, much better looking (actually everyone would argue that) I realize that the insights I have learned as 20, 21, 22 year-old were incredibly valuable, however, I don't speak at colleges Why? Because they don't really care I don't target college kids anymore or even recent college grads They don't have the ability or willingness to pay So there's a nuance answer here which says from a business perspective I don't really help college kids However, the fact that I started out back then and took the time to really mind and understand that market, that turned out to be incredibly useful to me Now I could only afford to that because I wasn't treating it like a business It was basically just a hobby Now you're in the program Zero to Launch because I think you want to start a business Am I reading that right or are you open to just doing a hobby? Which one you want? i·iMI·i Yeah man, we're in it to win it l@f.iii There we go Love the answer, love the enthusiasm So if that is the case, then we've kind of gone over the nuances of what to if there is not really a market and in my case, I would say, "I'm skeptical of this market." Grad students, if you know them, you'll know that they typically, not only they not have any money, even if they do, they don't have the concept of investing in themselves They just don't So maybe I'm wrong for this particular thing because maybe it's such a big deal to them that they're willing to invest breaking all assumptions that I have And if that's the case, then you want to find that out Let me ask you this, have you contacted this prospects and talk to them about it? i·iMI·i Well my wife is one for one, but yes, I've been talking to a bunch of other people that admittedly I'm already friends within the cohort So there's a level of friend bias to try and interpret it around l;hf,iii And what did they say? ZEROT O LAll NCHSYSTEM.COM of 28 l·t.Sji·i They're kind oflukewarm on it Yeah, I mean I know I'm trying to you can tell it's bad, I guess when you're convincing yourself, it's like, "But you guys all run crazy Mac laptops, and I know what you guys are clearly investing on tools to make yourselfbetter." But I'm arguing with myself at that point and it's probably not that where I should be i@f.iii That's exactly right You're reading this exactly right David The minute you have to try to convince people and you see this a lot with really novice copywriting They literally will use the word "seriously," and that's where you know they've already lost Imagine I come up to you and I hold you by your shoulders, I shake you by your shoulders and say, "Seriously David, you really need to start investing today, seriously." And at that point, I've already lost because you shut down, I could see it on your face I can see your face right now, you shut down, and I'm not connecting with you So when you're going to this people, I can already tell you the response, they're lukewarm like you said They're like, "Yeah, yeah, I know, I know." But they don't want it I'll tell you, the difference between products that I've created where people don't really want it and people desperately, urgently want it, it's night and day With Zero to Launch for example, [people are] emailing me, "Can I get in early?" or, "What is the price? I know you won't reveal it but I want to make sure I put it to size so there's no issue so I don't miss the deadline." They're literally like trying to get to pay before anyone else That's the difference So I think you're hearing the market right It's painful to hear what it says sometimes but I think it's better to hear it now than six months down the road Alright Any other questions on that first question? Nope i@f.iii Alright, good If I have time on this call, I will come back to you We'll try to tackle the second one If not, we'll try to talk next week Alright? It's good ZEROT O LAll NCHSYSTEM.COM 10 of 28 IH*t.i Yeah, pretty much I understand that there's need for this, but is there a want Will they actually pay for this? i@§iii Yeah, great So let me tell you my candid feedback on this exact situation I too share your skepticism of this market It could be that there's a legitimate need, that they truly feel that they lack confidence and if you could help solve that problem, then they would be able to skyrocket their businesses On the other hand, this could just beD-players And as I've said and it's an uncomfortable truth, it's almost impossible to take D students and turn them into A students Now there are certain people who focus on D student or remedial students and God bless them That's not my place in this world and I'm not saying one is better than the other, not at all They both have different values But I prefer to focus on the people who are already doing well and want to get to that A+ level Now, which one are you? Have you thought about that? IH*t.i Yeah, absolutely I want to work with A+ people i@.t,jii Awesome Okay So if that's the case, you want to find out if these players are B players who could be made into A players, or are they just D players who are using the codewords of "confidence" to cover up their lack of motivation or their ineptitude, or incompetence, or just their ignorance when it comes to business So we want to that and there's one simple way to that We're going to ask them to pay I want you to offer your services for $X and then observe how they respond Do you think you could craft a small custom service, maybe even a four-part coaching call that would help them overcome their confidence barriers? fl@d-1 Yeah, absolutely ZEROT O LAll NCHSYSTEM.COM 14 of 28 Okay So following that principle as outlined by Paul Graham that I allude to in Zero to Launch He said, "Do things that don't scale." I'd like to see you offer this to five or ten people and I'd like to see if they take you up on it Let's have a little role play, I love role-playing Oh God, I can already tell you that my audio team is going to cut that less sense and turn it to something perverted which is fun, let them Alright, we're going to role-play right now and let's see, you want to be you or you want to be the non-confident client? fi@@i I'll be the non-confident client 1;0$111 Okay, great So I'm going to pretend to be you and I'm going to offer you some service and then I want to see how you respond Alright So hi, Michelle Jennahere We spoke lastweekaboutwhat's really holding you back from your business and one of the things you mentioned to me was a lack of confidence, and I know, one of the things you said really stood out to me because I felt that as well That was, how I know why should anyone listen to me? Why should they listen to me when there's so many other people who have more qualifications? And I promised to get back to you this week with something that I think could benefit you So I want you to just take a second and see if I could share that with you right now and see if it's interesting to you Would you be okay with that? fi@@i Yeah i@fuiii Okay So one thing that I've done with a few people similar to you, they have businesses between the X andY range, there was one thing that really held them back and that was overcoming this confidence gap, really learning how to overcome it, and how to own what they were good at and also accept what they weren't as experienced at And so I put together a fourpart coaching call program which is specifically and surgically designed to help you become more confident, own your truth and whatever, some other term that resonates with the market (By the way, I wish you could see my eyes as I use the word "own your truth.") Alright, so this program, it's not for everyone It's only focused on confidence and by the end, you should have outcome one, outcome two, outcome three So this program, it would be $197 for four calls and if you're available, I can work around your schedule starting next Monday How does that sound to you? ZEROT O LAll NCHSYSTEM.COM 15 of 28 IH*t.i It sounds good but I'm just wondering, can you guarantee me? I'm thinking, okay, so maybe my confidence is going to be boosted, but will that actually help me get more clients? i@§iii Great question Well I can tell you that no one can guarantee you more clients, and if they say they can, you should take a skeptical eye and listen to them But no one can guarantee that What you can this is invest in yourself, and you can find all the areas that are holding you back, and you can systematically work through them one by one Remember, you mentioned to me last week, I asked you what was the number one thing holding you back from growing your business, and you said it was confidence So again, if you're interested, this is almost like you're number one barrier is confidence Here's literally the course called The Confidence Cure And as I said, it's $197 dollars Again, I'm not pressuring you, but I just want to know if this is something that will be interesting and would you like to sign up? IH*t.i Yeah I think I'd be interested Okay Let's pause right there So first of all, great job How did that feel to you? fi@@i It felt good I think that gives me some food for thought in how I can position it, and make it so that it's valuable but it's not like this huge program i@§iii Good, good Yes, you can keep it simple You can things that don't scale I think a couple of things I just want to offer you as little guidance before you this things Number one, if they say yes, I want you to ask them what convinced them You can this like at the end of the first call or whatever If they say no, ask why not? Again, always say, "I totally understand and at this point, I'm not trying to sell you at all, but just for my own improvement, I wonder if you'd be open to telling me." And make them feel comfortable We these with all of our products and we never ever what people to think that we're trying to trick them into buying ZEROT O LAll NCHSYSTEM.COM 16 of 28 And then finally, you want to ask yourself, are these people serious and interested? If they are, great If they are, they'll probably buy especially with a price as low as 100 to 200 bucks Are they interested but not necessarily in you? Then maybe you're positioning or your product or your offer is wrong Now, what I suspect might be the case, or they just make up a weird excuse? What you think some of those excuses might be? 11@@1 I don't have time for this right now I don't know if it's the right offering for me I don't have money i;hfuiii Those are the three top answers, right there, you just nailed them all So you want to make sure that you're speaking to people who have openly told you their confidence is one of their top burning problems and then you go back to them and you say, "Hey, you told me this is your top problem." So they told you that confidence is one of, if not their top, problem and then you go back with literally the magic solution to their problems and then they're going to say, "Oh, I don't have time." What is that tell you? 11@@1 Yeah It tells me that they're not serious i;h@li They're not serious They're D students So you are kind of trying to find out if these are serious people or not Now I would say confidence is important to a lot of people but I also think a lot of people use that as an excuse for many other things And I think you and I are probably on the same page just from the way you worded your question I've worked with certain people that express like they said, "Oh, confidence is my problem," but they couldn't even show to a call on time You know what I mean? That's not the A client orB plus client that I want to work with So find out, and then go from there Also I want to give you one final strategy, I want you to file this away You could give away material on confidence for free Then you could sell the business and marketing material as a product Keep that in mind because I don't really write about confidence very much for my market even though a lot of what I teaches them to be confident But my market doesn't wake up in the morning and say, "Oh, I lack confidence." They don't look at themselves in the mirror and say that What they say? They say other things And that's what I target, but you could if you want to target this market You could talk about confidence and then you could give the business strategies and we're back in this, the paid stuff Does that help? ZEROT O LAll NCHSYSTEM.COM 17 of 28 IH*t.i Yeah That makes sense That's awesome Thank you so much Ramit i@f,iii Alright You got it Great question today Keep me updated, okay? fi@@i Yeah, absolutely l@fllil Alright Excellent So you guys see how we that? First of all, roleplays are incredibly fun They are incredibly nerveracking the first few times you it, but I strongly recommend you try to them You can them with yourself You can literally knock out a conversation and say it out loud like a complete weirdo, in the comfort of your own house And the reason we use roleplays, and we this in our own product development process is we really want to put ourselves in their mind And when you say the words out loud, you will discover if they sound true or not, okay Stephen King has a great book on writing, and he talks about how some authors would say, like an elevator is falling And the author will describe this person who's life is about to end and they write something like, "Mother, I love you," and then they die It's like that's not what people say when they're falling down in an elevator What they say? "Oh shit!" and then they die Be true, be authentic One way to that is to this role plays Alright, we're going to go Joe E Joe E., are you there? ,., Yes, I am here Joe, how are you doing? M{.]W Alright l@§iii Alright Where are you calling from? ZEROT O LAll NCHSYSTEM.COM 18 of 28 +{.]+ Wadsworth, Ohio i@f,iii Beautiful Alright, tell us one surprising insight you've had from this ZTL program? wt.1+ I guess the main surprising insight was that I have a lot of brick wall that I'm trying to get through Confidence-wise or otherwise that this program actually seems to be helping me pick those down some •MM" Love it, love it Can you give us a specific example? +{.]+ Oh, well right now, just promotion I think a horrible time without promotion I shake uncontrollably while I push the button to post something to Reddit l@f,iii Alright Well, I can't empathize with that I actually understand what you're talking about It's not easy, it's not easy putting yourself out there and it really raises much deeper questions than technical ones A lot of people think like, "Who I email? Where I find their email address? What is the font I use?" But really, when you're doing the self promotion, it really exposes questions like, "Am I good enough? What if people hate me? What if they find out I'm a fraud?" and much, much deeper questions Are these the things you've gone through? Mt.]W Yeah, and a lot of your material from before has helped me sort of work on this to a certain degree, and at this point, it is "trust the system" and hit the post button even though you really don't want to Yep, totally ZEROT O LAll NCHSYSTEM.COM 19 of 28 +{.]+ And it will eventually sort of self out, I know i@f,iii That's right Good, good, very good That's a great overarching principle and I like how you're applying it Alright, what's your question tonight? wt.1+ So I had a question on the remarkable content that I've been working on and in my Profit Playbook, I have a number of audiences that I've written down I know that you had said in the videos, "Pick the first one and just go with that." But I'm sort of wondering, once I write this content, if I have to switch audiences, should I be writing the content for a specific audience? Would I be trying to write it for all the audiences and see who shows up? i@f,iii Okay, I want you to be specific, which audiences are you talking about? Mt.]W So I am a computer programmer and I have done some tutoring with computer programmers and so I'm looking at a couple of different audiences One would be like a 30-ish career switcher that wants to move out of one career and into programming and be a web developer Or it could be someone that wants to a startup and so they want to learn programming so that they could the startup because they want to actually the code themselves Or sort of current PHP developers which some of them are really bad web programmers and they want to bring their skills up to a professional level to get a better job or whatever •MM+ Alright, so your question is, should you write in general for everyone or should you write slivers of content for each of those people? Is that right? +{.]+ Yeah And the answer is "yes," right? ZEROT O LAll NCHSYSTEM.COM 20 of 28 '¥'*"' Most of the answers to all these questions are yes, but I think the nuance is where the magic happens and that's the benefit of being on these calls It's kind oflike the difference between someone saying, "Hey guys, the key to getting rich is spend less than you earn." It's like yeah, that's technically correct but that's not helpful at all So let's actually dig in here First of all, I will say that we should feel free to mix it up early in the game like where you are right now If you look back in my blog in 2004, I kind oflove the idea that all those posts are still up there I didn't delete anything or whatever because you can see that some of the elements of what remain today are still back there, like the voice and I was a little bit of irreverent and stuff But it's all over the place You know, I'm giving tactics, I'm telling stories, I'm doing all kinds of stuff I think that in the early days, we shou ldn't plan to have this grand vision because you're just going to be wrong And most people don't think like that anyway including me So I don't mind you testing it out I think that each piece ofcontent should try to appeal to one specific audience and when it appeals to one particular audience, you should then go out and market it, which I know is like kryptonite to you You got to the PHP group and you're like, "Hey, you guys all suck at front-end programming or whatever and so you need to come read this article." Don't say that, but you see what I'm saying? Promote it to them and see if there's a good response Then you go to the people who want to start-ups and you go try to find them and you promote it And after awhile, you're going to start to realize, "Wow, there's not really a central watering hole for that audience but for this audience, there's like five sites and every time I post something there, they really love what I have to say." It's going to become obvious which audience responds more to your material, so that's one Does that help so far? wt.1+ Yeah, and to a certain degree, I already have a site and I have a product out there actually [It's a] WordPress book and so I was really gearing it towards Word Press there, and so I'm sort of working on, "do I post that content there or not?" But it sounds like if it's varied enough, I can eventually narrow it down on that site, the content on there Yeah, like when I say "be playful," this is a good example of where you should apply that principle Being playful means don't worry that one post is going to sink your career or reputation, it's not 1\vo years from now, no one is going to care about that post Some of my best posts, I mean the ones that I love, that ones that have like a thousand comments, sometimes Okay, first of all, I guess I'll admit that sometimes I scroll to my own blog and read my own posts, and then I laugh at my own jokes I'm like, "This is hilarious I can't believe I wrote this." But I read back some of this old posts and I'm like, "I don't even remember writing this." And it's from two years ago, it has like 1800 comments and I don't even remember reading it or writing it ZEROT O LAll NCHSYSTEM.COM 21 of 28 So one post you make especially still early in the game, it's not going to be or die thing And also, let me just add a little bit of refinement on this idea When I write Zero to Launch material, I write it for people who want to start an online business I didn't write it for the audience of people who want a dream job, that was at a different time And if you go to my site, it's under a different page and stuff like that So you can see that my site started off specifically talking about personal finance and it grew into multiple areas That's one model for you to use Other people use the model of different sites for specific niche topics That's another option for you to use These are things that you can find out later For now I just want you to focus on creating remarkable content, getting a few visitors to come, and then eventually getting them to opt-in to your mailing list Does that help? Mt.]M Yes i@.t,jli Alright, great Keep me updated, okay? Mt.]M Thanks i@f.iii Alright One thing about Joe's call that I want to point out to everyone were two things, one, he did a good job of kind of outlining this fears he had about things that could potentially happen And then I kind of give him a little bit of guidance and he's like, "Okay, I'm going to try to it." So they key takeaway there is don't get afraid of all the possible things that could happen Yeah, maybe they will, odds are they won't Ifyou're smart enough to get started, you're smart enough to handle some of these things that are naturally going to come up And the second piece of feedback I want to offer to everyone here [is that] I'm hearing a lot of questions where people start off really vague They're like, "I am deciding between a really broad market or a really niche market." And everyone listening is snoring You got to give people a little hook to keep them engage not only on the questions you're asking but all the parts of life So if I go up, I might have say something like, "Hi Ramit I'm deciding between creating two different ideas One is helping people find a dream job particularly for people between the ages of 24 to 34· And the second one is personal finance for people 27 to 38 I'm stuck on XYZ." ZEROT O LAll NCHSYSTEM.COM 22 of 28 So you see how I gave you t h at specific example, Dream Job versu s personal finance? Don't just come up and say, "Oh, I'm deciding between two different markets," or, "Shall I go broad or niche?" You've already lost people You need to give some level of detail, not too much, but some level of detail to pull people into your story So keep that in mind for the future questions Okay, we're going to go to an advance question here from Marc Marc, are you there? Marc? i$t.#i Yes i;hfuiii How are you doing Marc? 'M';M Can you hear me? Yes i;MMI Yeah, I can hear you just fine Alright, so Marc is a member of Zero to Launch, also a member of RBT, Ramit's Brain Trust Marc, we just saw each other a couple of days ago here in New York It was a pleasure to see you as always i$t.#i Likewise i;hfuiii One of the sharpest dressed gentlemen in the entire I Will Teach You To Be Rich community Got to complement you on that Alright, so Marc, share with us one insight, one surprising insight you've had from the program so far l$h;li One surprising insight I've had from the program so far has to be talking with my target market one on one That's not something I've typically done before, and it's revealed tons of insights well beyond any survey research I've ever done ZEROT O LAll NCHSYSTEM.COM 23 of 28 '¥'*"' Love it Love it Okay, I want to take a second to just emphasize this to everyone listening There's been a lot of discussion in the community about using things like Reddit, Quora, forums, etc and that is great, that's a good start But to truly create remarkable products and to truly create a masterful business, you have to talk to people And it's comfortable and easy to sit at your computer like a cyber-warrior and read a bunch of Reddit threads and think that you understand people, you don't Every one conversation you have is worth a hundred Reddit posts that you read Marc, what's your question for tonight? Okay So I am trying to decide my positioning I'm looking at two particular target demographics I'm looking at 25 to 35 single bachelors who were interested in getting a six-pack, in becoming as strong as possible, and pretty much dominating in the bedroom Those are the things that they are interested in Versus 35 to 45 year-old dads, they maybe have one or two sons and daughters, who basically want to be strong for their family They want to provide for their family They still want to make sure that they're going to be around a long time to take care of the families that are important to them And I'm trying to decide which one I should go with because right now, the life stage that I'm at is the 25 to 35, and while I have empathy for the 35 to 45 year-old market and that's probably somewhere I'm going to be eventually, I'm trying to decide if I should just speak to my target (the one that I'm in right now) or ifi should target the 35 to 45 because that's going to be more profitable right now? I;Uf.iii Great question Alright, let's tackle this First of all, I like the way that your positioning is broken down I agree that once you are a dad, in general, you're not out there going for the sixpack Your motivation is changed and probably you're willingness to devote time and energy to looking like that changes as well Marc, why you think this guys who are 25 to 35 want a six pack? They want to feel good about themselves Essentially, I think it goes back to validation, they feel like if they have this six-pack, they're going to be number one, respected by other guys and then also they're going to be intriguing to women I;U.t,jii They're going to be intriguing to who? ZEROT O LAll NCHSYSTEM.COM 24 of 28 Mf.U;M Women i@f,iii Women, okay, very good So there we go Alright, good And like what you said about as they get a little older, it's about being there for their family, etc Now I'm not sure you have the age right, I think 35 is still pretty young to be thinking about that But I'm sure if you a little bit of research, maybe I'm right, maybe I'm wrong, you might find out that the idea oflegacy and being around with children starts happening slightly later than 35, but it's just a detail Let me ask you this, you said you're in the younger age group and you resonate more with that audience, why not go after that audience? What's holding you back? I'm thinking about it from a profitability standpoint Is it going to be more profitable for me to go after an older demographic because you know, at that life stage, just being further along in their careers They may have more money and more interest in spending on this sort of thing 1@$111 Okay Got it And Marc, where are you based at? Washington D.C i@fuiii Okay So you're in urban environment where you have young men who were earning money Yes l@fuill Alright So that's important If you were, say, in a place where that wasn't the case, we might have to adjust certain things The intemet is big but your geographic location matters and this is going to weigh too Here's what I'll say to you, I actually think that there's a lot of young men, and I'm speaking generally here about ages 27 to 34 who make very good money and who are willing to virtually anything with their social status specifically with women And when it ZEROT O LAll NCHSYSTEM.COM 25 of 28 comes to women, there's not that many things they can except make more money and spend it or look really good, AKA get rich So if you can help them that, you had identified a very burning pain, a very large burning searing pain So I don't have the concern about profitability, I mean look, let's be honest, I teach guys about career stuff which is not nearly as sexy as getting a six-pack and they love it I mean, shit, this is a great thing Now you had an even more advanced question, if we assume that you go after the 27 to 34 and test that, you had a question about doing a little bit of coaching lfflt.#i Yes, yes i;h$111 Talk to me about that lfflt.#i Sure thing So I've worked with clients one on one before I've already got them results and one of the sticking points was doing one on one, like that's very limited It absolutely does not scale and so I was thinking about testing the viability of this idea by say running a group coaching session of 20 to 30 people I'm also wondering about perhaps the price point maybe doing like a 97 or 147 or 197 for three months and then that could then generate the first wave of testimonials and all that sort of thing that I could then bake into the product and stuffgoing forward, and things of that nature i;hfuiii I think it's a great idea Is anything holding you back from doing this? 'MM' Gosh, the only thing really is just figuring out the price point from there, it would be a cinch to then talk to my targeting market to say, "Hey, are you interested in this?" And I could the things that don't scale which is just to one on one, direct sales over the phone M;UMM Very good Okay, let me offer a little bit of nuance, a little bit of color here that I think will help a lot First of all, for everyone listening, this is more than advance question and Marc is an advanced student Marc, what other programs are you a member? ZEROT O LAll NCHSYSTEM.COM 26 of 28 Mf.U;M Six figure consulting, EarnlK, Find Your First Profitable Idea, Ramit's Brain Trust, and No Stress Negotiation i@§iii Alright So Marc has been through the ringer and in particular, when you combine ZTL with 6-Figure Consulting, that's a very, very powerful combination So Marc has a lot of understanding that many of the people listening here tonight not, but that doesn't mean you can't get that level of knowledge and detail But I want you to focus on ZTL first then we can talk about 6-Figure Consulting and all this other stuff For most people, we're going to focus on the process ofjust simply creating a very, very good solid digital product and getting people to buy it on an automatic basic And then I'll show you the roadmap later in ZTL of how to turn that into six figures, even seven figures In this case Marc, because you know a lot about consulting, I actually am going to endorse your idea I like the group coaching idea because number one, you will be making immediate revenue and learn about your market Two, you can take that learnings and you can bundle those into an even better more advanced product Now a couple of things, most people can't a 15 to 30 person coaching program There's a lot of subtleties in it like weekly check-in's, retention measures, personalized attention versus scale, but I'm confident you can figure those things out Here's what I would do, first of all, I would get paid up front So it's 30 students times X dollars, whatever that may be, and we cover some of the pricing later in this program I would make sure you get testimonials, not just at the end but throughout the program You could create a separate product later, or you could record the events, the calls, and bundle those into your own product For example, 6-Figure Consulting, or Neil Strauss' Annihilation Method Those are both examples of both examples of doing something like that So I really like the idea I want you to sit tight on the pricing, but I want you to basically plan out what this program would look like and leave in certain blanks like how much is the cost, or what are the pain points that you don't fully know yet, and really in the next two to four to five weeks, you'll be able to buckle down and I'm very confident you will have a pretty nice size coaching program by the of Zero to Launch MMN+ Nice Thank you so much Alright You got it Marc Keep it up I'll see you next time ZEROT O LAll NCHSYSTEM.COM 27 of 28 Mf.U;M Awesome i@§iii Alright guys, that is going to it for tonight's call I think we all probably all agree, outstanding questions tonight Definitely getting more and more advanced which I love to hear Remember that I intentionally chose questions that are both at the beginner and advanced level because these aren't just going to be useful for you today, I want you to be able to come back to these second months, two years from now, and benefit from the even more advanced questions Finally, I have to just compliment everyone on one thing We heard no one saying words like, "I'm depressed, I'm dejected, I'm overwhelmed, I'm so frustrated." We're not hearing that and that's good That's not what we here We don't get frustrated and overwhelmed We trust the system, we come with questions that are well-detailed and well-prepared, and we say, "Look, I'm a little stuck here I figured out ABC but I'm stuck on D Here's what I think we should Ramit, what you advise?" These are the exact kind of questions that I want to have I want to get more of these If you have more of these, we will be sending out next week's survey soon and we're also be posting this as a recording for everyone to be able to listen to Well done Keep it up Trust the system And I will talk to you next week See you everybody ZEROT O LAll NCHSYSTEM.COM 28 of 28 ... looking (actually everyone would argue that) I realize that the insights I have learned as 20 , 21 , 22 year-old were incredibly valuable, however, I don't speak at colleges Why? Because they don't... particularly for people between the ages of 24 to 34· And the second one is personal finance for people 27 to 38 I'm stuck on XYZ." ZEROT O LAll NCHSYSTEM.COM 22 of 28 So you see how I gave you t h at... custom service, maybe even a four-part coaching call that would help them overcome their confidence barriers? fl@d-1 Yeah, absolutely ZEROT O LAll NCHSYSTEM.COM 14 of 28 Okay So following that principle