Master call week 4 tủ tài liệu bách khoa

I;M$hi Welcome, welcome, welcome Welcome to our Zero to Launch Master Call This is Ramit Sethi I have been speaking for about 18 hours straight I just finished a two day intensive conference, which was actually for experienced speakers who wanted to get even better And I met a lot of interesting people It was hosted here in New York City A lot of people flew in from different cities, and different countries, and we really had an interesting time learning how to make messages even more concise and really communicate in a great way, so I'll be sharing some of those things with you, the I Will Teach You To Be Rich community, over the next few months One thing I really loved was people who are already good focusing on improving themselves to be even better There were some people that were extremely experienced, like you've seen them on TV And so, when they would go and a two minute speech, we would all critique them right there And, for these people, they're almost the best in the business, so you're really picking out the most minor of issues It's like critiquing an Olympian You're saying, "Well, I notice that on that fourth time that you swam that lap, your right hand fluttered when you were halfway down the whatever." Okay, so that's kind of critiquing You're really in the weeds at that point, but the most fascinating thing was those were the very people who wanted to know those things, because they're so good that even the smallest difference makes a huge change for them, right? Compare to that, say, the beginner, who's wondering, "What I with my hands?" That's just a very beginner question, and that's fine There were some of those people as well But, it's very important to know that as you get more and more advanced, you will actively seek out even your smallest vulnerabilities, because you want to know how to improve those I just thought I would pass that along as a pretty interesting behind the scenes story of some of the things that I did today Now, here's what we're going to We're going to cover some great questions we have and if we have extra time, we're going to actually take any questions live here on tonight's call, so if you have a question but you didn't have a chance to ask it, or if as you're listening tonight you come up with a question, no problem Open up Notepad on your computer, write it down and when the time comes, and if we have time tonight, I will give you a chance to ask it If we don't have time, don't worry You can just save it and submit it next week Alright? So we're going to start off with we're going to go to Jenny L Jenny, are you there? ll@hj Yeah, I'm here '¥W" Hey Jenny, how are you doing? ZEROT O LAll NCHSYSTEM.COM of 48 i!JWij Pretty good Yourself? i@f.iii I'm doing great Where are you calling from tonight? i!JWij Puerto Vallarta, Mexico i@fuiii You live there? i!JWij I travel 1@$111 Very nice Okay, very nice Alright, so tell us one thing that has surprised you as you've gone through ZTL so far i!JWij Really going through the videos, just kind of being able to recognize further details of the concept, I would say l@fuill What does that mean? i!JWfi Like just being able to go deeper, understand some of the things that maybe I did intuitively, so that moving forward, I can be more strategic and deliberate about my steps, about my movements ZEROT O LAll NCHSYSTEM.COM of 48 •MM" Good Alright, so in other words, you were doing some things unconsciously, but now you have a framework or a strategy around them, so you can be conscious about them going forward Is that what you mean? +I@W' Yeah, yeah Being able to make smarter decisions, because before, I would kind ofjust stuff and understand it after, and now I'm kind of getting to the point where I can it a little bit more in the moment, and be a little bit more strategic going forward +;UM+ Perfect That's a powerful moment Alright, so you've got a very long question I would like for you to make it concise for us so that we have plenty of time to tackle it tonight How can I help? +mmra Basically, I have my site and I've immersed myself and my audience for quite some time and I'm really struggling with being able to wrap up my message in a very concise statement So, my site is Never North and my mission, my "why," is to design a better tomorrow So it's to design conscious creatives to kind of train them in everything they need to know to work for conscious entrepreneurs And, I feel that there's a lot of really good entrepreneurs out there that need help with designers, but designers are moving from print to web, so they don't really understand how to help these people So, I kind of want to create this training ground for them, in the sense of giving a mission to design a better tomorrow One thing is that, my community, they feel alone They're kind oflike the weirdos, the creative people and they kind ofbelieve in this kind of conscious movement But they're feel very, very alone So basically, like I said, I'm really having a struggle wrapping it up in a small, concise statement what the site really is I could sit here and talk about it for hours I;U$111 Okay, alright, well let's tackle it Let's spend a few minutes on this thing First of all, you have a website already, and you have people going to this site? +I@W' Yeah, I just launched on April 12th I launch with a post called, "How To Build A Brand And Start A Movement." I launched to a list of 250 people and I got 85 comments to it ZEROT O LAll NCHSYSTEM.COM of 48 Excellent! Okay So this is a highly engaged list? Very good il@:fi Yeah but it's very small It's very a very small army though That's okay I started off at zero Okay? And my list was highly engaged from day one, but I have to tell you the truth, I also made a critical mistake I let my list atrophy I would go six months at a time without emailing them It was one of the biggest mistakes I ever made So, to get 8o plus comments out of 250 is astonishing! It's great! It means you've got a very engaged audience Now, I took a look at your question And I took a look at your site as well I want to give you a little bit of feedback on the purpose, the mission, and the copy But I want to make sure I answer your specific question, so, in one sentence, what is your question? ll@hi I guess how can I re-frame my message to be snappy and concise? l@.t,jii Alright, good Well, good job on asking that because the way you wrote the question it was about 10,000 words I was like, "Print this out, print this out and send it to me! I'm going to have to sit down and relax in my recliner while I digest it." "3*ii You said to give you the backstory l@.t,jii The backstory I didn't know I'd have to put a word limit on it Alright, so, you said you want to design a better tomorrow ii@hi Yes ZEROT O LAll NCHSYSTEM.COM of 48 •MM" Okay So, let's talk about the different people who design a better tomorrow The designers of Pringle's chips, who design a better taste; the designers of the toilet paper I use; the designers of this chair that I am sitting on It's a million different things Therefore it means nothing Okay? +mmrã Okay 'Ơ'*"' What I'm hearing from you is that you want to help certain kinds of entrepreneurs grow If I'm also hearing you right, you talk about conscious creatives In other words, people who don't just want to make money but they also want to improve the world Am I reading those two things right? IH*N Yes 'MM" Is there anything else that's a critical part as important as those two points? IH*N Community +;UM+ What does that mean? IH*N Surrounding the whole site I really want to make it a very strong community, in a sense of belonging, like a tribe It's a main point now, but 'MM" Okay Let's start again and let's rank them in order Which is the most important I'm going to give your three in no particular order Community, help entrepreneurs grow their businesses and conscious creative, they're focusing on not just making money but making a better world Let's rank them, order one, two, three One is the most important ZEROT O LAll NCHSYSTEM.COM of 48 i!JWij Conscious creative, entrepreneurs, and community? i@f.iii You think conscious creative is the most important? Okay Tell me about that reasoning i!JWij Honestly, no, I think community is the number one important thing Because when I talk to my audience, the biggest thing that the resonate with is the feeling of not really being alone But, the reason I say conscious creativity is because that's really the "why" that they resonate with •MM" Okay, hold on, hold on, hold on You're going way off on a tangent I want to stay focused We're talking about one, two and three So you're saying that you believe community is the most important thing to your audience Is that correct? "3*4 Yeah i@f.iii Why you say it like you don't believe it? "i*ii I don't know I guess maybe I'm not so sure That's okay i!JWij And that's really my problem here, is that I'm so close to all of these things, that I can no longer really see the hierarchy, so it's just a big mess of confusing for me ZEROT O LAll NCHSYSTEM.COM of 48 •MM" Okay, so first of all, don't feel alone, because that's the reason you're here, not just in the program but the master program So, you and I are here talking, and you have access to thousands of people who will help you get some perspective, so you're doing the right thing The first step is just to brain dump it, which you certainly did, and the next step is to really sort through it and start to understand what your audience cares about, not what you care about, so we put them first and we put you second So, when you say that community comes first, let's play that out So if indeed community comes first, you could theoretically create a community site and just say you could create a forum, "Welcome to this forum for entrepreneurs, for conscious entrepreneurs, I'm going to help you build your business." You think your forum will take off like wildfire, is that true? "*'~" No, it's not just about the community it's about building something meaningful It's about kind of taking control of their own lives and ~!1.~on't Wh~re want to go off on these tangents We talked about three things that were important those three things, again? Read them back to me ~mun~ conscious entrepreneurs, and the conscious creativity are growing 1;1-giii No, try it again Give it to me the three "*'~" Community, conscious not just for money, but value, conscious creativity •MM" Conscious creative, yes, what was the third? il@:fi And entrepreneurs to grow their business ZEROT O LAll NCHSYSTEM.COM of 48 •MM" Okay, entrepreneurs to grow their business So what I notice is that every time we try to focus on one of these things you're going off on a totally separate tangent, you notice that? +mmr• Yes, and I'm very frustrated for myself +;t.W" Okay, is this typical? Is this something that you find happening a lot in your business? ll@hi For problems that I'm really close to, yes I;U$111 So, good! Now we know the problem, so we can come up with 20 different solutions! Okay, it's just like creating a product We know our problem, which in this case is, you tend to go off all of these other tangents because you have so many things you feel you have to say So, what is one solution? In fact, you already mentioned it in your first sentence You said, "I have a structure so I can organize my thoughts and go forward," right? So we started off this call by creating a structure of the three arguably most important points to our audience, right? So if we agree with that, and any new thing we come up with we're just going to put it under an other category, but it's probably not as important as one of those three things Do you see what I'm doing? Okay, I'm going to tell you my opinion on this !think if they just want a community, there's a million other communities that are bigger than your community will ever be I'm just speaking statistically, it's nothing personal If they just want a community, there's Freelance Switch, there's Freelancers Union, there's a million different other ii@hi But they don't like those 'MM'' What's that? ZEROT O LAll NCHSYSTEM.COM of 48 i!JWij They don't like those i@f.iii Why? i!JWij Because they speak to them like they're some high level, high horse designer speaking down to them, and they don't go into detail about stuff They talk about this like a process Their advice sucks, they say, "Oh, take everything Be a jack of all trades," and it's really bad advice •MM" Okay, let me give you another framework to look through Do you want this to be a hobby or is this a business for you? "3*4 This is a business l@§iii First and foremost, you want to make money from this? Is that what you're telling me? i!JWij First and foremost, I actually want to help people, but, yeah, it is a business to make money i@fuiii Well, okay I mean, obviously you want to help people, in my business, I want to help people too, that's why g8 percent of my stuff is free But I also make very important, tough decisions because I need to generate revenue Okay? So for example, ifi wanted to help even more people I could give away all of my stuff for free, but it actually wouldn't help that many more people because nobody would use it So the point here is that you could build a community of a bunch of people and none of them would ever buy Have you heard me say the phrase, "It's very difficult to turn aD student into an A student." ZEROT O LAll NCHSYSTEM.COM of 48 i!JWij No i@f.iii Okay, well it is And the blunt truth about a lot of these creatives, not all, not all by any means I work with some amazing creative people But a lot of creatives struggle with their business You, yourself said they're some of the most disorganized people on earth And it will be almost impossible to take aD student and turn them into an A student Do you see what I'm saying? ll@hi Yes So, your first challenge is to identify the people who really want to help themselves, who are willing to invest in themselves That's why out of those three pillars we talked about, I would strongly suggest that you focus on how to help them grow their business Because ifyou focus on the people who want to grow their business, what does that imply? Number one, they already have a business Okay? So, they've immediately separated themselves Out of 100 creative people that come to the site, maybe one is going to already have a business That's your target market Okay? Not people who are thinking about it Let them go I forget the word, but there's this thing in the dating world where like some women will say, "I don't want to be his first girlfriend I don't want to have to train him." Have you ever heard that? "3*ii Yes •MM" Okay You don't want to have to train them Let them train with someone else, and then when they're ready, they can come to you, where you are serious Okay? I'm strongly recommending this to you Now, the second thing is when they come to you, and they're going to want to grow their business because they already have a business Maybe they're doing $20 and hour, $50 an hour, $5000 a month, whatever, and you can help them and you say, "I'm not here for everyone I'm focused on people who want to make an impact So, I only accept people who show me that ZEROT O LAll NCHSYSTEM.COM 10 of 48 t.iddt.lhi Gotcha So we spoke on week one's master call I am building a program to help golfers improve their game through fitness, and you gave some awesome advice on that call One of the things you mentioned is that I shouldn't just jump in and talk about squats and deadlifts and push ups can help the golf game, but more talk about the pain point ofgolfers not being able to break 8o or staying stagnant for too long, and show them how to crack the code of improving their game and then they'll start to follow So as a result, the copy on my website, the opt-in forums, have really been talking about their pain points, and getting lower scores, improving their game, but not about fitness But as I'm running these articles, since the product is about fitness, most of my articles are about fitness, so the big, ah, the first article I'm running is about how to warm up before your round, which is innocuous enough, but down the road I have other articles that I've brainstormed like, "Great exercises for golfers," "What to eat for golfers," "Mistakes golfers are making in their fitness programs." Everything has a fitness tint to it So my question is, how I balance not talking about fitness too much in the copy with talking about it directly in the content and in the articles in the post? Well, first of all, I remember speaking to you, and I have to say, great job Each of those t hings you just said is super-crunchy and valuable Read those back to me again, you said, "What to eat for breakfast" Yeah, "How to warm up before your round," "What to eat during your round," "Great strength exercise for golfers," "Mistakes golfers are making in the fitness program." i;MM+ Okay, so everyone listen what we've just heard from Anthony So he's taking something like golf and he's literally cutting it into the thinnest slices you can imagine So imagine that you're a great sushi chef, you put an amazing sushi chef next to some guy who's picked up a sushi knife for the first time in his life The clumsy guy, Clumsy Clyde, he's going to take one piece of tuna and he's going to cut it into three pieces The mater sushi cheffrom Japan, who's been doing this since he was eight years old, he will cut it into 165 slices So look at what Anthony just did: he took something about golf, and most people would say: how to improve your game How to get a better score And they're like, that's it, roomie, I have nothing else to talk about! ZEROT O LAll NCHSYSTEM.COM 34 of 48 He said, how to warm up before a game What to eat during the game! He could literally say what to eat 10 times! What to eat after t he game, what to eat the night before your big performance Exercises for golfers, mistakes they're making Do you see how there's an unlimited way, or an unlimited number of ways to write about a topic? Now, for someone who's interested in golf they will read every single one of those things So, awesome job on that Now your question, Anthony, was hey, is it okay? What about all this fitness talk, right? Should you be doing that? Is that the question? '·#U:t.ldi Exactly i;M$111 Alright My answer to that is yeah, it's okay to talk about fitness in the copy When we spoke a few weeks ago, my main point was don't focus primarily on the technical aspects of fitness This is what most fitness people tend to They will literally use words like "we need to improve your glutes." Well, most people don't know what "glutes" are What they know is when I sit down my back hurts Fitness professionals will talk about we need to use these certain supplemen ts Well, people don't know what supplements are, and in fact they scare them What they say? They say I feel tired after lunch Okay They don't care about hormones They don't care about t his and that workout technique They want to feel better, look better Right? They want to get rid of pain That's what we're talking about here Same thing with your clients They're looking for a better score, a better technique, et-cetera So, I actually have no problem with what you're saying If I'm a golfer, and I'm talking about an avid golfer, I would love to know what to eat before I play Because that's something that's easy It's in my control Let's say I eat something You tell me to drink, like, a green smoothie or something like that, whatever, green juice And, I go out there and I play a pretty good game I'm going to be like I like what this guy has to say, let me see what else he has to say Then, I'm going to soon start reading everything you've got to tell me Okay I think you're doing a great job Don't over think it It's okay to have some of both Does that answer your question? i·#U:[.]~N Yes it does i;M.t,jli Alright Nice job Keep us updated, alright? ZEROT O LAll NCHSYSTEM.COM 35 of 48 t.iddt.lhi Alright Thank you, Ramit I appreciate it i@§iii You got it, my pleasure Beautiful Love, love, love this Everyone listen to what Anthony just said, because there are so many different ways you could that Other examples, by the way, dating and relationships It's not just how to get over a broken heart It's literally what to wear to communicate different things What should you wear? What should you say? I've even seen stuff on the "kiss test." How to know if she wants you to kiss her Just think You could slice that into even finer slices- for men, for women, for divorcees, for young guys, for college students There's a million different ways to put it You could the same thing for relationships, for money, for careers, for stress, for anything So, don't worry about ever running out of ideas There's an infinite number of them when it comes to writing your remarkable content Alright In a second we're going to go to Josh P Before we do, I want to a quick reminder We are going to have some time for questions tonight We're going to try something new out So, if you have questions on the live webcast then you're going to look and locate the area that says questions on your GoToWebinar software You can type it right there I will then try to answer them in the time I see we h ave a number of people asking questions Alright Go ahead and ask those questions Make sure you type your full question there, and I will answer some of them Now we are going to go to Josh P Stand by Josh, how are you doing? ''.PU• Good day, mate How are you? i@f.iii Hey, pretty good, pretty good Where are you calling from? ''.PU• Melbourne, Australia ZEROT O LAll NCHSYSTEM.COM 36 of 48 •MM" Oh, beautiful, beautiful Alright Tell us one thing that surprised you about the course so far it.pg+ I'll tell you probably the little things that I'm picking up, the aha moments, you know I knew they were going to be in there, but each time they come around I'm like oh that's so obvious Like, for example, recently the killer speeches I see what you've done in your courses, and then thinking about how to apply that to what we want to Good "·€" Yeah I was like oh, it makes everything so clear, so simple •MM" Love it, love it Okay, I appreciate t hat Alright, what's your question? How can I help? it.J:UM Okay Basically, the question is if you're already a recognized and respected expert in your field, how important are crunchy solutions for the content and getting people to come to you? So, a bit of background I'm doing this with a friend of mine He's probably Australia's top stunt rider And, we're going to take his business online and try to, well, we're going to set up courses to teach tips and tricks on starting for example with how to wheelie So, yeah That's my question •MM" Great I'm going to just translate because I've got your question in front of me So, I'm going to take what you told me, and I'm going to add a little bit of color to it So, you're partnering up with Australia's top stunt rider, and you're going to start teaching online courses, starting with how to wheelie For people who don't know, that's how to ride your like basically lift up the front wheel of your bike Right? it.pg+ Yep ZEROT O LAll NCHSYSTEM.COM 37 of 48 •MM" Okay, great And you said, for a lot of riders, the wheelie is the pain point That's what they want to They wa.n t to look cool doing that I think we should all take a moment and acknowledge the fact that your very own Ramit Sethi When I used to ride a bike, I knew how to ride a bike with no hands That is correct No hands, people In fact, I could even turn with no hands while wearing a backpack This was back in college before my bike got stolen So, for those of you who are on the fence about, "Should I respect this guy? Is this guy the coolest guy in the world I've ever met?" I think we can all conclude the answer is yes Alright So, Josh *t.i*' Motorbikes Yeah? Yeah Well, you said motocross Good question It was actually a $79 bike from Target Does that count? ''·H" Close I;Uf.iii Alright So, your interesting question is that, you know, you've been thinking about what to give away as a crunchy solution, but most things are pretty boring Now, your question is, "how important are these things, these crunchy solutions, when it comes to selling a course?" Now, I'm going to answer your question, but I'm also going to challenge you, just like with the last example with the golf slivers I think there are a lot of different things that you and your friend does with the bike that you may not even realize are really cool I'll tell you just a couple For example, how many guys want to know how to cool skids on their bike? I bet you your friend can it Yep But you think it might be interesting to people to learn how to skid on their bike, like the back wheel, lock it up and that stuff? ZEROT O LAll NCHSYSTEM.COM 38 of 48 Yeah i@f.iii Alright So, that's a crunchy solution I(.}§ II Yeah, we spoke about that, and actually from the last question that you answered for Anthony Yeah, I got a bit out of that I wrote in my question to you about using the rear brake It's an important part of doing the wheelie, but it's not a sexy thing to sell, but it's also in the way that you present it Like, instead ofjust saying I'm teaching you how to use the rear brake, I guess you could say, "Here's what happens when you don't," and you see videos of people falling off and stuff That gets people engaged That gets the message across without doing it in a boring way Yeah Alright Exactly So, there's so many ways you could this I'm going to give you a few This is really where it becomes playful, and it's really about art and creativity Okay? This is where it's fun, because there is no right answer, but there's also no wrong answer So, here's a few things you could You could the seven-day mini course on popping a wheelie Okay? The first day, you're going to teach them something really easy, like how to skid their back wheel Right? It might even have nothing to with a wheelie, but it gets them going It's kind oflike if a, you know, like, let's say it's a seven days to knowing how to go up and approach a woman at a bar, and like the first day, I might teach them, you know, how to tie a tie It has nothing to with going up, but it sets the tone So then, the next day, you might teach them, you know, how to ride with no hands or something like that The third day, you might go into the psychology Okay? So, this is the difference between the good and the great riders That doesn't have to be crunchy, but it's like, you know, your friend talking about, "This is what I learned along the way." Maybe there's one on what to when you fall off your bike, and it's a metaphor for getting back up and this and that By the end, they're doing a wheelie, and then you're like, "Look, I want to teach you all this and so much more in my motocross class for whatever dollars." Okay? That's one example Let me give you a few others I guarantee you your friend has had to put up with critics, with haters, with trolls You could write a post or a script on how to handle his detractors Okay? There's great posts from Derek Halpem Almost every one of his posts is a super crunchy post "How to self promotion right," where he talked about a story where he got a haircut for $300 I bet your friend could a post on all the equipment he uses He could 10 posts on that So, that is my first recommendation to you, which is there's so many more cool things to talk about ZEROT O LAll NCHSYSTEM.COM 39 of 48 than you think But, my second answer for you is that you don't have to crunchy solutions all the time It's totally okay to focus on the aspirational In fact, with some of my courses, I actually don't crunchy solutions So, it's okay to focus on the deeper nuance stuff for certain types of material, or the fun aspirational MTV-type videos for other stuff You don't have to have crunchy They're nice to have, but you don't have to have them Mt.H:• Great i;h@i Does that help? Mt.H:M That does help Thank you very much '¥'811' You got it Great questions Keep me updated, OK? "·M=• Will i;h@i Alright, thanks Josh Alright, very good I like that OK, let's see what we've got here OK, we have Sarah J We're gonna go to Sarah J Don't worry, I see a bunch of questions here We're gonna get to those, as well We have a lot of stuff to cover tonight, I love it Sarah, are you there? l.f.M·#' I am Hey Ramit 1@8111 Hey Sarah, where you calling from? ZEROT O LAll NCHSYSTEM.COM 40 of 48 l-t.M·h' San Francisco i@f.iii Alright Beautiful Tell us what surprised you about the course l-t.M·h' How approachable it is to write to the biggest players in the field You got me really excited about that 1@$111 Love it OK l-t.M·h' And the way that you broke it down was amazing 'MM" Great Thank you very much Alright, so, tell me your question tonight How can I help? l-t·M·h' So, my question is, as I start to create hosts, I started to create this whole series, this three series post on "How to stop being so shy," and I had this whole thing And when I got done writing it, I was like, "This is from a coaching call," because all I've done is just coaching "This is not blog material." So, I'm like, "0K, let me just think out the angles I'm gonna take for different things from where my audience gathers." I'm real excited about all the different places that they gather, that is not in the dating world As I'm doing this, I'm like, well if I'm doing all this, I might as well go for the big fish ASAP because, why not, you know? And my question is, I notice that in your report on how to write to them, its good to have examples from smaller blogs that you've posted on And my question is, is that necessary? Do I have to go small to big? I tend to get a good response from people that are awesome, that I wouldn't have expected to get a first response from So, in the past, in other contexts, that's gone well for me So, my question is, can I just go straight for big guys or I have to go for the small ones first? ZEROT O LAll NCHSYSTEM.COM 41 of 48 •MM" Alright, good question Just to sum that question up, you're ready to guest posting By the way, I took a look at your guest post perspective topics, they look phenomenal Really good Do you mind if I read a couple of them off? l-t·M·h' Please I'd be honored 1;1-giii OK, I love it First of all, everyone just take a listen to something special that just happened In so many other groups and forums, people would have a scarcity mentality What would they say? They'd say, "no, I'd prefer you don't I don't want someone to steal it." In here, we know that the idea itself really is not that important without the research behind it So, anyone can string together a post, or a title That has nothing to with the success of it I love that we are enthralled and embroiled in this abundance mentality So, here's a few topics, listen to these "Where to meet her not clubs." "How to carry a conversation." "What to when there's an awkward silence." "OK, so you got her to the first date, now what you talk about?" And then just a million other ones So, you can see that there are literally hundreds of thousands of ways to slice even getting a first date, much less man's relationship for his whole life The same is true of whatever topic you're writing about, no matter how esoteric it might be So, great job on that Now, let me get to your exact question There's nothing wrong with going after number one or the big boys for guest posting I encourage you to be ambitious However, if this is your first time going into guest blogging, I would strongly encourage you to start with number two In other words, the smaller players Why? It's not because you're afraid, it's not because you don't think you can't get an answer from the big boys, it's just by starting out with number two, you learn all the subtle things of reaching out for guest posts that you don't yet know For example: how many emails you have to send to get a response? How many emails you have to send from day one until that thing is posted? How long should you expect that to take? A week? A month? What format you send it over that maximizes the chances of it getting posted What about checking in? What about getting people to click through, optimizing your CTA? These are all things that are, in my opinion, best tested with some of the smaller players, where you can learn to make your mistake It's like putting bumpers at the bowling alley You don't just roll up there as a six year old, throw it down, it's going straight in the gutter! You put those bumpers on, you kids! I've seen these kids, some of them are better than I am at bowling, (that's not true, none of them are better than I am), but they put the bumpers on, they learn, and then one day they join a league and they become really good That's what you want to do; it's just like job searching, right? ZEROT O LAll NCHSYSTEM.COM 42 of 48 Even if you're gunning for Google, you want to start off, a little practice with a few other places, maybe get a couple of offers, then you have the confidence, and the knowledge, and the offer to go into Google So that's what I would recommend for you '¥'¥#' That makes a lot of sense I love your reasoning for that It just makes perfect sense l;hf.lli Alright, keep it up I can hear the palpable excitement in your voice I love the progress, I want you to keep us all updated, okay? l.f.#M' I sure will Thanks so much i;hf.iii No problem Alright, we're going to quickly move on here We're going to go to Marc, we spoke to him last week as well Standby, Marc A Marc, how's it going? Marc you there? lfflt.#i Yes, can you hear me? i;Mf.iii Yep, I can hear you Give us a quick two to three sentence update and background so everyone remembers what your topic is lfflt.#i Sure thing! Talking to 27 and 34 year old guys who are interested in getting abs and having more energy pretty much all day, energy and focus Last week we were trying to figure out if these guys were really interested in getting abs versus getting focused in the morning time so you gave me some great ideas, specific techniques to dive deeper on the one on one conversations I was having with them And an update since then is they've, I think we've confirmed that they pretty much want to have abs, but they're scared to admit it, I can sense the hesitation when we dive a little bit deeper on that, and the major question now is: some dads ZEROT O LAll NCHSYSTEM.COM 43 of 48 have kind of been sneaking in to the ones on ones, so I'm wondering if they've come to me, and I'm wondering if I should allow them into the group coaching session that I'm planning to even if they don't fit the target market l@f,iii Okay, so, this is, alright this is great So everyone notice that Marc comes back every week, and he does what I talk about, he comes back, and he has new questions This is a great use of these Master Calls You're here, I want to help you, I would love for you to go out there, what I say, come back, tell me if it works, tell me if I'm crazy, and we'll work through it together That's what we're here for Marc, one thing that's very interesting is you talked about some of the quotes and you included them I'd like to read them off here because I think that quotes from real people I always like to say, we like to stay close to the research, because as we get further and further away from it, we start to concoct these grandiose theories But, Marc I'm going to put you on mute for a second to cut down on that background noise; that if we can read off those exact quotes, that keeps us true to the people that we're listening to These are what some people that he researched said, "I know what it's like to go to sleep with your feet throbbing, and then eliminating carbs for it to feel super-human." Another guy said, "I just want to look good There's part of an ego." "Where I live is two hours from the beach, I want to look better than all of my friends." Another guy said, "Social aspect is important, I'd rather make friends than go into the gym by myself." So Marc, I'm going to unmute you now Alright, Marc, here's my feedback to you, and me a favor, turn down the speaker, okay? Because I can hear myself echo Alright lfflt.#i Sure thing •MM' Alright, what we seem to be discovering, or what you seem to be discovering is the abs part of your value proposition is not as powerful as you originally thought Would you agree? if.t.#i Yes i@.t,jli Okay, the thing though is, that you and I both know that part ofbeing an aspirational man involves the body Would you agree with that? ZEROT O LAll NCHSYSTEM.COM 44 of 48 Absolutely i@f.iii Okay, so, there is certain times where your research will tell you something and you h ave to either discount it or in some cases, altogether ignore it Now, this is very advance stuff, because you typically not want to ignore what your market does For everyone listening right now, I want you to be very careful of what I am about to say right now Do not take this advice to mean I know better than my market I'm going to go completely opposite and sell a million copies No you will not! You will fail But in this case, for something as secretive and as deep-seated as men's opinions of their body? Sometimes you have to really dig in So, Marc, here's my suggestion to you I think that we have invalidated the ab theory, and I think that's good, that's really good However, I think that the body part is important In fact, your students are telling you that, in so many words The guy is saying, I want to feel like what it feels to be superhuman I want to look better than all my friends So my suggestion to you th at in your value proposition, you focus on the other part You had two parts of it, abs, and what was the other part? •.• t.g+ Having a high energy all day, to basically focus all day i@f.iii There you go So, I would start of with, "Get the energy you need to focus all day and be productive." And then you might have a sub-headline or something that says, "The lifestyle you want, the body you crave, whatever, whatever, whatever." So, notice what I did there It wasn't great copy, but, I didn't use the word abs Because, that's a little too aggressive and coarse for what we're trying to We're trying to talk about lifestyle and energy Abs is almost too tactical Notice, also, that I put the body you want, way down in the prioritization level It's not abs and energy It's something much more sort of high level Then I drilled down into it, but even when I drilled down, it's the body you want Not the six-pack that you crave Does th at make sense? 'MhM Makes perfect sense i@f.iii How does that sound to you? ZEROT O LAll NCHSYSTEM.COM 45 of 48 I'm going to it i@f.iii Very good! Now, one final piece of advice here Really think about when you say the "energy." "Energy" is typically a more feminine word Also, "energy," you start to draw all kinds of loaded connotations Like, is it an energy drink? Is this a green juice smoothie? What is this? So, I know, in general, what you're trying to go after, the men lifestyle Be very careful about the words you use in that initial value proposition We've already taken one of the abs and we've crossed it off the list We've de-prioritized it and changed the word You may want to look again at the word energy and think about how you position it as well Okay, thankyou •MM" Alright, you got it Talk to you soon 'MM" Alright, very good Got a ton of questions here Let me try to tackle some of them By the way, the best questions, are fully written out questions Not, one or two sentences, that I have no context at all This one's from Misha Could you please advise for or against considering a mobile app as a product format? Yes, I will advise against it Because, first of all, you're putting yourself into an ecosystem where people typically want either something for free or $o.gg Okay? The second thing is, not be mislead by these stories you hear about people making a million dollars a day That is like saying, oh this guy is an NFL player I'll be an NFL player too No you won't He's a genetic freak and he worked everyday of his life playing football for six hours a day So most people who create a mobile app, will not ever make any money at all In fact, I did one myself And it was really hard to justify I sold it at $4.99 First of all, you're giving away 30%, you're giving 30% back to the app store Do you know how many of those I would have to sell in order to equal one EarmK course? It was crazy So if you get pick-up it's great But most people will not I prefer to have you control it, build your own platform and eventually if you want to build a mobile app three or four years from now, great Go for it But for now, I would discourage you from doing that upfront This one is from Alex J "My idea is to help recent college grads start their careers My gut says that college students would really want to pay for something, but maybe recent grads might ZEROT O LAll NCHSYSTEM.COM 46 of 48 have a different mindset My research seems to show that there's a lot of generic advice aimed at them, but it all seems to be free or very, very cheap Am I wasting my time with this? Should I be aiming at people who want to change their careers, and therefore might have more of an, 'Okay, I'll invest in myself,' mindset?" That question is from Alex J Well, first of all, everyone listening probably knows the answer to that He answered it himself Yeah, you should focus on people who have the ability and willingness to pay, and recent college grads don't They have neither They don't have the money, and they don't have the willingness Okay? It's people who are later in their careers that start to realize the importance of investing in themselves So, this is the same reason why I don't give talks at high schools Why would I go in there and talk about investing and personal finance, even careers, when they're just not prepared to hear it? That's just not their mindset Focus on the people that you can help There's a lot of them out there Don't try to convert people who are not ready Okay? Here's a question from Jack Jack says, "Basically I've come up with a weight loss program for people who want to lose significant weight, like 100 plus pounds I know it works because it worked for me I just can't find my customers, and now I am questioning if they are even looking for my help." Alright So, Jack, you think people who weigh over 100 pounds not want help? I think a lot of them do, not all, but a lot of them Absolutely Weight loss is one of the largest industries we have Now, you said it works for you, and you "know it works for them." Well, how you know? N equals one What I would like to see you is get some people to actually go through your program and use it What does this do? It lets you validate it, and by the way, for free because you're running them through a beta program It lets you get some before and after photos It lets you collect testimonials It lets you test stuff Alright This is all part of the research process But what I'm hearing from your question is not a methodical question Ramit, I've tried this This hasn't worked So, I tried that That didn't work I'm hearing frustration I don't think anyone wants this, and I disagree with you I think people desperately want what you have to give them, if indeed it works So, what I would like for you to do, Jack (this is fromJack D) is to go back through module one and module two and the vaults I'd like for you to look at it with a fresh set of eyes Know that people want to lose weight All you have to is go online and search for, "Lose weight I am overweight How I lose weight? Lose so pounds." You will find a million different places There's a huge market for this So, I want you to go through this, module one and module two, including the vaults Follow every single action item I want you to study your competition What are they doing? Who are they targeting? When you read, when you Google around and search for, "Men versus women," what are the different words? What are the different phrases? The different hopes, fears, and dreams they have? I want you to get a little more specific with us when you come back to us next week, and you post in the community, or you ask here Tell us, "This is what I learned last week I think that my idea needs to be changed a little bit I think there is demand Here's what the market has, ZEROT O LAll NCHSYSTEM.COM 47 of 48 and here's what I think I can differently or better." I have to tell you I already love the fact that you're focused on people who are significantly overweight, like 100 plus pounds That's very specific It almost reminds me of this pharmaceutical I saw on T.V a long time ago It said, "Do not take this supplement unless you are severely overweight." In other words, it was for people who are like 40 or 100 pounds overweight Now, I pretty much believe it was a marketing tactic I don't necessarily believe it was the most ethical product of all, but I try to learn from everything In this case, you're focused on people who are severely overweight That's a great, focused, and narrow market So, I want you dive in deep I want you to go through all the module and coursework involved Come back to us next week with a little bit more of a specific question So, we have come to the end of tonight's master call I want to thank everyone for being here As usual, I will be hanging out in the community You've got thousands of other students hanging out in the community Ask your questions; that's what we're there for Don't be afraid I had somebody today who said, "You know, I realize I'm really bad at participating in these communities, but I want to finally get myself out there." This is weeks into the course I have no problem with that You're here You might as well get something out of it, and I want to sum up with one final thing It's interesting at this conference I just attended when we first got there we did a lot of public speaking They go around the room and they ask questions, "Who knows how to this?", or "Why did we that?" Most people were reluctant No one wants to speak up in front of a crowd even though a lot of the people at this conference were C.E.O.s or senior V.P.s at huge organizations We did a lot of exercises, and you had to talk to people one on one You had to present in front ofgroups Sometimes you had to present in front of dozens of people It was interesting that by the end of the first day, and certainly by the end of the second people were really comfortable In fact, we were getting up in front of groups of people we didn't know, and just like that making two minute speeches right on the spot My point to you is when we had first gotten there we were all nervous, a little skittish, a little reluctant to raise our hands, but when we started really getting value was when we started contributing to the group Offering feedback, asking questions, really scraping every morsel off the bone I want to challenge you to that In the next four days I want to challenge you to leave a comment in the community Just tell someone, "I really appreciated your comment It made my day." Or, "I love the way you think about that." Or "You have a great writing style." Leave something complimentary, or ask a question about where you are in this process You will get so much more out of it when you put more into it Thanks everybody, and I will talk to you next week ZEROT O LAll NCHSYSTEM.COM 48 of 48 ... NCHSYSTEM.COM 33 of 48 t.iddt.lhi Gotcha So we spoke on week one''s master call I am building a program to help golfers improve their game through fitness, and you gave some awesome advice on that call One... it 1;!-@11 Where are you calling from tonight? i;l-}ii!M California 1;!-@11 Tell us one thing that surprised you about the course ZEROT O LAll NCHSYSTEM.COM 13 of 48 ''4- MUM That I got immediate... that''s a good question, that''s a data point But remember, they''ve already called you ZEROT O LAll NCHSYSTEM.COM 19 of 48 ''4- MUM Yeah, that''s true i@f.iii It''s like walking into a restaurant They