Master call week 3 tủ tài liệu bách khoa

I;M$hi Alright Welcome everybody to our third Zero To Launch Master Call A couple of things to cover tonight We are going to go a little longer than last week So I've got a bunch of great questions here tonight I cannot wait to answer them We've got questions all over the board from basic questions, advanced questions, positioning questions, copy questions, we're doing all of it So I just got back from a meeting I went uptown for drinks It's pretty interesting There's a guy I really admire and I read his book It really changed my life, and I emailed him and I tend to get pretty good responses when I email people now You know, I know how to write an email and I drop certain things strategically like I have an audience of this size or I wrote a New York Times bestselling book It's not meant to brag It's meant to connect and you know, basically cut through the clutter and be like, "Yeah I'm legit." So this guy writes back and he says, "Ramit, I've looked at your website It looks like you have a very interesting business However, it looks like we don't have much in common because it seems like you're specifically focused around money, and I'm not really as interested in that So sorry." I was like, "What?" This guy totally just rejected me, but I wrote back and I said, "Listen, I should have been clear Here's what my business is about Listen, we have a lot of other things in common like XYZ and I totally understand if you don't have time, but if you do, you know, I'd love to it whether you're in New York or San Francisco, or I can fly out to meet you." What did I there? The principle that I often talk about is, "No is just where the discussion gets started And it would have been easy to say, okay, notice that I didn't push either Busy people don't want to be pushed You know, when sometimes when people try to get a meeting with me, they literally send a calendar invite to me and try to muscle their way into my calendar, I just ban them I'm not having a meeting with you So I was really courteous about this guy's time And he said, "Listen, oh you're in New York are you in New York tomorrow?" And I said, "Why don't we work around your schedule?" He said, "Follow up with me in 10 days I get from a certain country." So I ended up following up with him and we just got together and we really hit it off And it just goes to show that no is where the discussion starts He looked at my website for whatever reason and I have to blame myself, not him He went there and he probably saw I Will Teach You To Be Rich He thought, "Oh,just some guy who wants to make money." And that's my fault, not his So it would have been easy to mope around and feel rejected, but instead, I said, "What can I do?" So obviously, I need to look at my website I decided I need to change something on there even though N equals one, but more importantly, hey, if you don't want to meet, that's totally cool, but let me just send you a couple more sentences and make a really nice offer to me Went out, took him out for drinks, had a great time and I hope that we can, you know, start a pretty good relationship So with that said, I want to jump into some questions tonight I got a lot of great questions Justice, are you there? ZERO T O L AllNCHSYSTEM.COM of 51 iliiMAii lam i@f.iii Hey Justice How are you doing? iliiMtaii Man, I am glad to be here It's been a heck of a week i@fuiii Alright That's what I like to hear Is that good or bad? iliiMtaii Unfortunately, bad, but it's all right You know like you've been mentioning, we face setbacks, we face challenges, and we work through them 'MM" That's right It's never as smooth as you think when you're going up, but once you get to the top of the mountain and you look down, you don't remember step so g You just look at the view and you say, "It's good to be alive." So I like to challenge, I like to struggle If it were easy, everyone would it So let's talk tonight You got a question for me? iliiMtaii Yes So, I'm in a pretty niche market or I'm focusing on a pretty niche audience, oil and gas operations tech so these are guys who are actually out putting their hands on oil and gas wells on a daily basis They don't spend a lot of time online but I found a few fishing holes And my question is, I work in this industry, I work with these guys, and I'm a little concerned that if I just kind of approach them and ask them questions about their hopes, fears, and dreams that they're going to one, recognize me as weirdo and two, kind of write me off and in a pretty small online community, I'm worried that it'd be kind of hard to just move on to the next community So I thought about posting some of my write ups to the ZTL community on Facebook, getting their feedback before putting them out there, but I was wondering what other suggestions you might have for kind oflower stakes engaging or practice? Or for you know, how you kind of recover? The story you opened with, I thought, was a great example, although, that was kind of around clarifying what your interests are versus, "Wow you're a weirdo." ZEROT O LAll NCHSYSTEM.COM of 51 •MM" Okay, so first of all, how big is this market? "'hit9i Well, I mean, just for an example, we're talking probably on the order of to 10,000 people in the US And worldwide, probably closer to a 100,000 Okay And how many of these people have you talked to so far? '''hit9i So, I actually work with them I've got 10 of them that report to me, but I haven't specifically kind of reached out to them in person yet That's another reason I think I'm a little bit more hesitant It's because, you know, this is a community that I'm a part of There's not as much anonymity that I would have if I were kind of pursuing other directions I;U$111 Okay So I got a couple of comments for you Number one, the simplest solution is to engage one on one before you engage with the entire audience of to 10,000 people, okay? So how you this? You can it via Linkedin You already have contacts That's one way to de-risk this idea so that you're not having to spend a whole bunch of time creating something for this market when the market is small and you don't even know if they're going to pay You need to the research Second, here's something that I strongly recommend you Talk to people who have left the industry first Have you done that? iliiMtai No, I haven't Okay, so what would be the advantage of talking to people who have left the industry? iliiMMi They have the experience They kind of have walked in those shoes, but they're no longer kind of currently engaged with the community So, you know, learning with them isn't as high risk And honestly, I would say it's probably lower risk for them, too, because they're not as worried about how they might come across to me ZEROT O LAll NCHSYSTEM.COM of 51 •MM" That's exactly right That's why one of the things that we in Dream Job is when people are looking for a job, they talk to not only to people who are at the company, but people who have left the company because the second you leave, you're going to be way more honest You can be like, "Oh yeah Mike in marketing, he sucks And Sally had a really bad attitude So make sure you stay away from her on Mondays." You know what I mean? They're going to tell you the truth And also, by the way, Justice, what is your potential idea here? '''tiit9J Yeah And I forgot to open with that It's actually an improved training program for around a technology that's widely used that there are other training programs in the market that range from a one day $100 course offered at a community college to a $4000 five-day residential course What is this for though? What are you going to teach them? "''MMJ One of the biggest complaints around this sort of training is that it's overly general and that people never are able to kind of take it back and apply it to their specific situation I;Uf.iii Wait What are you training them to do? iliiMHJ I'm training them to operate plunger lift, which is a type of deliquification technology It's a technical training Got it Alright, I think it will be good for you to talk to these people Who you think is the buyer of this program? iliiMHJ That's a really great question I know that for example, training coordinators are the ones who kind of designate which courses get put on these people's schedules Also, as a supervisor of these guys, I know that people like me, their team leaders and managers, also kind of select industry courses for them to train in as part of their development ZEROT O LAll NCHSYSTEM.COM of 51 •MM" Okay A couple of things to think about Have you ever done enterprise level sales or sales to organizations of this size before? "'Hit9J No, I haven't Although, I work within one and from the inside, I had to a bit of selling, but not the level that you're not talking about 1;1-giii Alright, so it's worth exploring, but I want to caution you There's two huge red flags that you're bringing up for me Number one, this market is really small So you're telling me that you're even worried about even doing customer research, which tells me that I would be super worried about finding enough customers Like in my life, in my world, I can research for 10 years and not even scrape 01% of the market You know what I'm saying? So that's number one If you can't even find enough people to research with, you got a big problem Number two, enterprise level sales is a whole different ball game than B to C, business to consumer So we're talking about building relationships speaking at conferences, necessarily doing high-priced products with probably some implementation or consulting, training That's a whole different b all game than what we're talking about in Zero to Launch And a lot of it is just spending years and years building those relationships with people Now, again, these are the two huge red flags that I'm hearing Keep in mind, if you want to it, there's a lot of people who read I Will Teach You To Be Rich who are successful training CEOs and there's a lot more people outside ofi Will Teach, but if you're looking to create an information product that will get you sales that you can then automate, this one is sounding like trickier and trickier to me Does that make sense? iliiMHJ Yeah Yeah, it definitely does in terms of kind of the market and the ball game I'm contemplating And as you said , my real goal at this point is optimizing for learning And so I'm not committed to this idea per se It's just this was kind of the first thing that seemed I knew for a fact that there was a market around it because there is training available and every year, you have new people coming in who need this training And it's largely, you know, pretty ineffective but we just go to the same places because that's what we've always done It sounds like there's some big barriers to entry 'MM" Exactly Go into it with your eyes wide open, but you know, like I said, make sure that you understand the risks here And if something doesn't sound like it's going to work, drop it Move on onto the next thing There are a million ideas out there There's no shortage of ideas ZEROT O LAll NCHSYSTEM.COM of 51 iliiMAii Perfect i@f.iii Alright Greatjob We'll talktoyousoon iliiMtaii Thanks a lot, Ram it •MM" You got it Alright, thank you Justice We're going to go to JT L Give us one second as we connect to you m Hello? l@f.iii JT, are you there? m Yes, I'm here '¥'*"' Hey, where are you calling from? m I'm calling from Austin, Texas Alright Beautiful Okay ZEROT O LAll NCHSYSTEM.COM of 51 m Another beautiful day of sunshine i@f.iii Oh yeah Alright, so tell us your question tonight m Yeah You know, I asked some friends and got some ideas around some things that I'm good at and this idea of communication and explaining things to people kind of came up I work in engineering, so that was kind of a surprise for me honestly We're not known for being very good at that I thought, you know, a lot of my coworkers and a lot of my friends seem to not so well being engineers so I thought maybe I could come up with something to help them with communicating in the workplace and using that for career advancement One of the problems that I ran into is it seems like when I the immersion strategy, either I find things that are way too broad like, how I get promoted, how I get my boss to pay attention to me? Or when I try to look for something more narrow that I feel like it actually kind of get my head around, I just don't find anybody talking about it at all Nobody asks like, how I have a one on one with my boss, to be sure that my boss knows what's going on with me or, how I run a meeting, so that people don't go crazy when I run meetings So I'm just not sure if this is kind of the right way to approach this or I need to find a different direction to go l@f.iii Alright So, you're in the career space, a space that I know a little bit about, and you I remember saying something about you wanted to relate this to communication, right? How to improve your communication? m Right yeah Especially in engineering, my experience has been that a lot of people who are held back in their career, it's not because of their hard skills They're very good engineers They just tend to lack a lot of the soft skills that are really needed to help them get ahead '¥'*"' Wait a minute Wait a minute Hold on a second Just one second You're telling me that engineers sometimes lack social skills? Are you sure you're not stereotyping here? m It's hard to believe, but I experience it every day ZEROT O LAll NCHSYSTEM.COM of 51 I'm getting really offended I can't believe that this is happening on an I Will Teach You To Be Rich sanctioned broadcast This is unbelievable Okay Here we go Let's draw some analogies here, okay? So you said that said that sometimes, it's the soft skills that are holding your target market of engineers back I agree with that I think that is probably a fairly accurate assessment What would be the assessment for my dream job students? What is holding them back? m I think it's probably a combination of maybe not knowing what it is that they want to and not feeling like they can get there from where they are Yeah Not knowing what they want to do, that's good And then not exactly So, good So those are some broad kind of things And let's say that those are analogous But the difference is you started off by saying things like how to have a one on one with your boss? Like that was your leading edge or leading market tactic That would be like me saying, "How to secure a meeting with a VIP and what to say at the meeting." Do you see how that doesn't really, like they don't want to that? m Right +;t.W" And you see how that's a tactic? m Yeah, I think the problem that I'm running into is I try to look online for fishing holes and try to get some data from people that that relationship between the big ideas to the things that I feel like I have something to talk about, I think, is where I'm getting stuck because I understand like to move forward in your career, you need to know how to communicate with your bosses You need to know how to run meetings You need to know how to talk to VP's, but like you said, nobody is going to ask about that on Reddit or Quora or Stack Exchange or any of those places They're going to talk about how this person plays politics all the time and keeps getting promoted while I'm really good at my job and can't seem to get any further ZEROT O LAll NCHSYSTEM.COM of 51 Right "Those stupid pointy haired bosses They don't understand anything These stupid MBA's." I know I read Hacker News all the time for entertainment Okay, so a couple of suggestions here Number one, we want to differentiate between what they want and how to get it This is a very important and subtle point So if you were to get a dream job, then I want to emphasize what a dream job is and I want to emphasize why a dream job is important And later, much later, maybe like two thirds of the way down the page or sometimes not even on the marketing material, only in the course itself I emphasize how to it Okay? This isn't to be sneaky or trick anyone It's that you need to differentiate it because it's too much information Ifi were to go to someone outside, just some random prospective and be like, "It's absolutely critical that rather than sending your resume into this, you need to engage in natural networking using this three part formula " Their eyes glaze over It's too much They need to understand what and why So what I would is this I would say, number one, keep digging You're on the right track but you don't have all the answers yet You are getting signals that improve your career by improving communication is probably not the right position Would you agree with that? m Yeah, because it just doesn't seem to be anything that comes up as, "Hey, I think I want to improve my career I think this is what I'm lacking How can I get help with that?" That is not a question I have ever see l@f.iii Very good So let me put it this way You will know when you know When we have a product that hits, we know And when we have a product that's really mediocre, "Eh, yeah, I really should that." That's code for I'm never going to buy Okay? So as I've said, "You will know when you know." Maybe, it's not improve your career by improving communication Maybe, it's improve communication Maybe, it's something else like get a raise Who knows? Maybe, it is improve X so you can make more friends Okay? These are all different variations and you need to understand and explore the intersections between what they want and what you can offer But let me back up for a second and offer a couple pieces of feedback This is useful for anyone who's finding a couple of yes's but mostly just indifference or like, "No, I'm really not interested in that." What you did was you came up with a theory and then you came up with a solution Your solution was improve your career by improving communication And we found out thankfully very early on that that doesn't really work It's not resonating So let's find something that does resonate How many people did you talk to when you were doing research? m You know, in this particular part of research, I haven't done a whole lot of talking to people, but most of that's from conversations I've had with co-workers in the past Not explicitly related to Zero To Launch, but just inside careers ZEROT O LAll NCHSYSTEM.COM of 51 Hold on a second Did you see my poll that I posted in the Facebook group where I asked, "How many people did you talk to?" m I did +;t.W" Oh yeah And let me guess Did you respond to the zero one or not? m I did not respond at all 1@$111 Wow! What a shock What a Goddamn shock that the people who talk to zero people didn't fill out the poll saying they talked to zero people Do you know what the most common answer on that poll was? m It was something like more than 40, right? +;t.W" Yeah It was the highest number Five plus And then I left a cryptic comment in there saying, "Hmm, what we notice about these comments?" Hint Do you believe them? And why you think I said that? Because sometimes, people lie Sometimes, openly and nefariously and deceptively In other cases, they don't know they're lying Like when they say, "Yeah yeah I'd buy something like that." You really never have them in your life and never will Or sometimes, they lie by omission Like you who has talked to zero people and then didn't leave any response Do you have anything to say for yourself right now? m That's me That's me ZEROT O LAll NCHSYSTEM.COM 10 of 51 •MM" Yeah Everyone says, "I want to make more money." Like that's a normal thing How about like, "I want to buy a round of drinks for my friends at the bar." People don't really say that I mean, it's nice, but they won't say that as one of their goals And yet we found that it's actually a really important goal for a certain segment of our market And it really stands for much more than that Buying a round of drinks is one thing, but what does it stand for? If I go out and "I got this round guys." What does it mean? Right? l.f.M·h' It means a lot It's like it's one specific image in their mind that they're aspiring to It's not like an idea It's like a moment where they're buying the drinks •MM" That's exactly right It's a moment that symbolizes so much more Right? J.f.M·h' Right I'm the leader of the pack Financially, like I don't have to worry about it "Oh, 70 bucks for the round? This one's on me, guys My treat." I mean, there's so much unspoken in that specific example So your code words are that they're missing out on basic experiences with women So that's good I have to congratulate you on doing the research You're getting closer But there are unspoken words that they are saying What are the unspoken words that your market is saying? l.f.M·h' Well, they're saying something here and there and I feel like it's actually a lot more prevalent than what they're even saying, which is they want a sense of sharing They want to feel a sense of sharing They want for a woman to get them And this is because they feel kind of socially awkward They feel kind of alone so this sense of sharing is like so deep for them •MM" Hold on Okay, you had it and then you skipped right over it A sense of sharing, okay, fine As a guy, I don't really know what the hell that means But then you said, "They want someone to get them." Tell me about that ZEROT O LAll NCHSYSTEM.COM 37 of 51 l.Z.M·h' Yeah So they want to feel like a woman really gets who they are, gets what they're about, accepts them for them, they could feel relaxed around her i@§iii Yes l.Z.M·h' They could feel comfortable with her 1@$111 Gets them for them l.Z.M·h' Yeah 'MM" Let's dig into this Let's dig into this and really paint a picture of this person So this person, very rational, very logical, probably an engineer right? Right Totally '¥'&"' So when you say get them for them, what does that mean? l.Z.M·h' Yeah It means get the things that they may be insecure about like things that they may be shy to other people You know, like, "Dude I love video games I can't help it." Or like, "I'm really into this." Or, "I'm really into that." And she gets them and accepts them and they don't have to explain themselves to her And she even sees things about them that are really great that they may not even kind of see in themselves And she just makes them feel awesome about themselves and like comfortable being in their own skin even more than they were before they even met her ZEROT O LAll NCHSYSTEM.COM 38 of 51 Alright, good I think we can get a little bit more specific So if you were one of these guys and you turn on the TV and you watch any of the shows that, for example, I watch like all these reality dating shows, what is the kind of guy that's on these shows? l.f·M·#' OhmyGod Yeah, what they look like? liM.!:' They're like huge and buff and maybe not the sharpest tool in the shed This is what these guys are thinking Yup, and then like for fun, what they do? They like go to a sports bar liM·#' Oh my God Watch sports Yeah '¥W" Okay, so you think that your market resonates with that at all? liM.!:' Not at all 1@$!11 Okay Now, we're getting specific So they look at those guys on TV and what they say? liM·#' They'd say, "I should be like that but I can't I'm not like that." They kind of try but they can't They also resent the guys They don't like the guys because they get all the women and they don't ZEROT O LAll NCHSYSTEM.COM 39 of 51 I;M$hi Yup Yeah, I don't think they really want to be like these guys I think that the part about resent, like there's so many things once you get in their head They say, "How come all these girls talk about why they're no good guys but then they only go after the bad boys?" There's that whole thing I·H¥h' Right Right? Okay Then they see these guys on TV and they're like, "Oh, these fucking jocks." Like they don't even want to play in that field They don't even want a girl who would go after those guys So when they see those hot girls on TV, they're like, I mean, it's like me watching a Japanese soap opera It's irrelevant to me Okay? It has nothing to with my life Yet you're not communicating any of that Okay? What you could be doing is really getting the unspoken words So when you said the sharing thing, which frankly, as a guy, I'm like whatever That's what a woman would say Guys are not like, "I want to share my life." If anything, we'll say, "You know I've been single for a long time and I'd to have someone to share these experiences with, go out to a nice dinner with." Okay? But we always give specific examples after the word sharing Guys don't just want to share as an end all be all We don't want to that That's not how we are I'm speaking generally here So when it comes to the unspoken words, let's talk about a few Number one, find the right woman who will love you for you 1-t.#·h' Woo, yay Totally Hello I;M$iii You see how that fits 1-t.#·h' Yes +;t.W" Okay That just connects, right? Instantly ZEROT O LAll NCHSYSTEM.COM 40 of 51 l.Z.M·h' Yes Why didn't I say that? i@f.iii Okay So you'll get there l.Z.M·h' That's perfect i@fuiii You'll get there What that does is it takes everything that we just talked about and puts a fine point around it Someone who's going to love you for you Not expect you to be some muscle bound jock Not want to go play fucking football on Saturdays, okay? If you want her to whatever you like you got these weird jokes I know these weird jokes that some of these engineer tell I've worked with a lot of engineers for a long time I had no idea what was going on for the first six months But I came to appreciate their sense of humor It's very different SUper weird but they're great guys l-t·M·h' I love it •MM" Yeah, they're great guys Find a woman who loves you for you Let's talk about another thing When these guys think about attracting women, what emotions they feel? l.f.!;t.)ll They feel nervous They feel just kind of paralyzed and stuck They feel maybe a little self conscious or shameful They don't want to be like those stupid guys, but at the same time, they think maybe that's the only way that l@fulil Which stupid guys? ZEROT O LAll NCHSYSTEM.COM 41 of 51 l.Z.M·h' The stupid guys who are all jocks and they're stupid and all that stuff and women gravitate to you i@§iii Got it By the way, I find it hilarious that I make fun of these jocks Meanwhile, on my Zero to Launch sales page, there's like four photos of me at the gym l.Z.MM' Well, you know, gym is actually one thing Like, did these guys often work out? They're just not into like sports per se Yeah Yeah Yeah Exactly That's why I hate sports I don't even know what season Is it basketball season or football? I have no idea what's going on right now, but okay, so you got all those emotions I think those are all accurate I also think there's a lot of skepticism that who is this person to teach me and like for a man to attract a woman is really one of the most primal things that he quote, "should be able to do." Let me put it this way When I started I Will Teach You To Be Rich, most of my friends didn't want to read my stuff because why? "Oh I should already know I already know about money." They thought t hey should know about money just because they went to Stanford And so that's just money Compare that to a man being told, "You need to buy a course or consulting to learn how to attract women." Even if he sits at home every night and he wishes he had dates, he'll still be reluctant to buy it He's skeptical Does this resonate with you? l.Z.M·h' Yeah, totally They often think also that there are some guys who are just born with it, like natural with women and that they're just not •MM" Okay, very good, which brings me to another phrase I'm going to give you "Attract women naturally No tricks needed." li·M·h' Oh, thank God ZEROT O LAll NCHSYSTEM.COM 42 of 51 Okay, so what did I there? 'Ơ#ã# That, Ramit, that's amazing That's just perfect That's perfect Attract women naturally Thank God "No tricks needed" because they hate the tricks and they try to learn them and they try to juggle them all in their head, but they can't It doesn't come out It doesn't ever work and they think that that's the only way That's right J·h;M:i And how amazing would it be that they don't need any tricks •MM" What that does is actually a two-part strategy here and it's very subtle The first part is it directly connects with your target market These men don't want tricks They want to be natural about it They don't want to walk in with some pick up artists lists on an index card of phrases These guys don't want to that That's not the market, okay? The second thing it does, which is extremely subtle, but extraordinarily powerful is it allows you to create course work that is very deep, full of frameworks and not just lightweight intellectual snacks So anyone who reads on is going to be willing to put in the work They're not going to look for, "Hey, give me three phrases to walk up to a girl and say this to her," because you told them literally from the first line, no tricks So this is a totally different caliber of buyer Does that make sense? Ji#.!:' Oh, it makes absolute perfect '¥'*"' This is very subtle and this is very advanced material because we this intentionally There are times with our material where we can actually promise a lot The classic example is Earn1K We knew from research that people who succeeded earned tens of thousands of dollars, but we had to dial it down to "EarmK" because number one, people wouldn't find it realistic And number two, we wanted to over deliver but over deliver later So we often actually turn down ZEROT O LAll NCHSYSTEM.COM 43 of 51 the intensity on our marketing to disqualify people who we don't want We did this extensively with Zero to Launch So that's another one Finally, I want to talk to you about one more thing you could use, which is the strategy or whatever, the frameworks don't use frameworks It's not very sexy We can say, "The way for ambitious men to find love." Okay? Ambitious What does ambitious mean? l·£.1¥#' It means they're going to be an amazing client They give a shit They like to grow, but they get that it takes work And actually, many of them like my best clients and most all my clients I have great clients They don't mind They like the work It's fun So they get that in order to get what they want They have to work for it and that's just who they are It's a given It's not news to them They already live that way i@.t,jli Good And what does it mean for them that you use the word ambitious versus not liM·#' Well, it gives them a sense of pride They're like, "Yeah, I'm ambitious What's up?" i@.t,jli What else? liM·#' It puts in their head that they're going to have to the work that if I'm speaking to them as ambitious, then they have to 1@$111 So, you want to play with the word ambitious I want you to go to your market I'm not giving you everything here because "ambitious" for women is extremely descriptive liM·':I Yeah l@fuiii What does an ambitious woman mean? ZEROT O LAll NCHSYSTEM.COM 44 of 51 l.Z.M·h' Yeah That means a lot I mean she's building a life and a career that she's really proud of i@f.iii An independent career woman Now, for men, it's a little murkier because by default, men are, especially in your market in your city, by default, they're creating a career as an independent man Now, you have to start really understanding what kind of women are these men looking for Do you know? l.Z.M·h' Yeah Yes, they are looking for women that are like fun and playful, not like super serious They're looking for women that are very caring and loving I think that's actually is the most important thing They want to be, you know, cared for And women who take care of their bodies because most of them all that They're really good about that It's just part of their lifestyle Hold on I'm getting very turned on right now No, I'm just kidding Okay I actually agree with everything you just said This is excellent So everything you just said rings true for me I like how you said they are caring, sweet, nurturing They take care of themselves They take care of their bodies And I love that you said, "It's a lifestyle." That's such a great insight and there's so much more if you dig beneath that And then I also like, you know, the first thing you said as well like playful, sense of humor So right there, that's a lot of great fodder for adding to the headline or creating a sub-headline And basically, just really changing your position Okay? Look how far we've gotten in 15 minutes from "basic experiences with women." Yeah, it literally is laughable l.Z.M·'" It is It is i@f.iii To the rich understanding we now have of your client, right? See how this can work? li·M·h' Beautiful This is invaluable I am so appreciative and I can't wait to show you what I've done ZEROT O LAll NCHSYSTEM.COM of 51 •MM" It's my pleasure I can't wait You're really doing great work here and there's a lot of men out there who can benefit from this So, thank you Keep us updated, alright? 'Ơ#ã# I will Thank you I;Ufuiii Beautiful Thank you very much Alright, everybody We have come to the end of our call tonight Awesome, awesome questions I am so impressed Oh, you know what? You know what, let's one more Let's go to Marc A Marc, give me one second as we cue you up I don't know I'm having such a great time tonight Let's one more Oops Standby Okay Marc, are you there? Marc? '4';9 I am here 'MM" Hey, Marc How are you doing? lfflt.!;li Doing pretty good How about yourself? +;UM+ I'm doing great We spoke last week, I believe Give us a quick reminder of what we talked about and let's pick it up from there if.t.!;& Yeah, absolutely So we were diving into the nuances of my position and trying to target ambitious men who are in the 27 to 34 range, single living in urban areas who are interested in getting a six-pack, having more energy and lifting more weights at the gym ZEROT O LAll NCHSYSTEM.COM 46 of 51 Okay lf.t.j;ii Now, since last week, I have spoken to four more people in person, recorded like around 30 to 40 minutes per person worth of like interviews and stuff And some interesting stuffhas been coming up They aren't signaling nearly as much as I thought they would about just trying to get better with, like say, you know, woman Out of the four or five guys, maybe one of them just pretty much came out straight to the inside He was like, "Yeah, I want a six pack so you know I can less work when I'm poolside and I don't have to talk so much and I can pull." He was pretty straight up, but the other guys, there was much greater focus on having the energy that they needed to get stuff done during the day So I'm wondering if while I'm doing these interviews, I'm trying not to ask any leading questions, anything like that and I basically am wondering if are they just not comfortable with telling me that, "Okay, yeah, I want a six pack because I want to look good naked." Or is it just really that gap? They're more interested more so in health and having the energy to just go through their day, make more money and all that kind of stuff l;l-@11 Good Okay so if! understand right, you went in with a theory about six-pack being a centerpiece of your offering and then in your initial research, you're discovering that that may not be the case Is that right? MM.!;II That's right Alright Let's talk about these guys you talked to How many of them were there and how old were they? ifut.#i Sure So in total, I've spoken to about 10 guys now in person And about three to four of them were married This was before we had the conversation last week and then I started to focus on single guys in the 27 to 34 range The rest of them, more skewing towa.r ds the 28 to 32 range ZEROT O LAll NCHSYSTEM.COM 47 of 51 Good Alright That's a great answer and good job on pivoting a little bit Are these guys overweight? lfut-#1 Not terribly overweight You know the usual, the exact phrase that comes back from a bunch of them is, "You know I want to get a little bit rid of the beer belly I have a little bit of a gut." If they have on a suit and it's kind ofloose fitting, you won't really know that there's a stomach there Got it Okay good Alright This is really good and now, we're getting very subtle here so let me offer a couple of thoughts here Number one, it's very possible that the six-pack is not the centerpiece that we had originally thought it would be and that's okay However, I want to go a little bit deeper The reason I asked if they were overweight was if you got a guy who's, you know, let's say 250 pounds, let's say he's 70-80 pounds overweight, he's not thinking about a six-pack, right, because it's not a realistic factor in his lifetime or in his lifestyle You see what I'm saying? •M·M' Right l@f.lil But these guys, if they got 15 to 20 pounds to lose It's definitely possible but it's seems like, at least from your initial research that it's not top of mind Now, the wrinkle here is that this is a subject that a lot of people are uncomfortable discussing So for example, it's also true for women In fact, it's even more true for women I know several people who work in the women's market and when they go to women and they say, "Why you want to lose weight?" they get all kinds of answers and there are a lot ofcode words: Energy, feel better about myself, etc But when they really get down and they get down and, they ask these really They build enough trust to ask real questions and get real answers Then a lot of times, not always, but a lot of times, the answer comes back, "I just want to look hot." Or "I want to make my husband look at me the way he used to look at me when we first started dating." That's a very evocative answer So I think that I would like to go a little bit deeper and here's a way I would it Number one, you can certainly try anonymous surveys and you should I encourage you to it But I also want to keep digging on the subject You know, a lot of men are not going to be comfortable saying I want a six pack because then, all these questions get raised in the air like, "Why you ZEROT O LAll NCHSYSTEM.COM 48 of 51 want a six-pack?" "Ar e you shallow?" "Why don't you have a six-pack?" "Man up." Right? It's not very manly to admit that you want something that you can't get or haven't got So you've kind of realized this That's fine Here's what I would This is what I would I would ask this question I would say, "When you think about a successful man, who comes to mind?" Who you think they're going to say? lfflt.#i You're going to get back Brad Pitt You're going to get back like successful actors and stuff like that They've got the body They've got the money They've got the woman They've got everything i;M$111 Good Perfect So you answered my next question, which is to say why? Oh, Brad Pitt that's a great answer And no matter what they say, of course, you're being totally supportive, right? They could pick the craziest person in the world And you say, "Great, awesome, tell me why." Because you really want to know why he chose them So the guy says James Bond or he says Brad Pitt or whatever You say, "Cool, how come?" And he's going to tell you all these things "Oh, you know, he's at the top of his game He's paid well He's this He's that." And t hen you say, "Who else? That's so interesting Who else?" And get them to pick a couple other guys And then say, "Out of curiosity, from your perspective, what these people have in common?" Now, you can dig in and you might find out t hat it's like if you're doing a style business, you might dig into the questions about style "What is it about Brad Pitt that you like?" "Oh you know, one day, he wears this One day, he wears that But it always looks great on him." Whatever If it's the finish, you say, "How these guys look and what does it mean to you?" And always remember, we don't want to lead questions We're doing research We're not selling So you want to say, you know, "How important is that to you?" That's a great question to ask right there because it's obvious if you talk about a Brad Pitt or a James Bond or something, these guys are They look great So it's very normal to be like, "What you think about how these guys look?" "Oh they look great They're really fit I don't know if I could ever have a body like that but they look great." You say like, "Is that important to you?" Or, "How important is that to you?" And that is where you're really going to get real because you've basically exposed dissonance They say that they admire these guys, but then they said it's not important to look like them? Or it is important? Now you get to get real See how we did that? IM·';Q Yup This is really good ZEROT O LAll NCHSYSTEM.COM 49 of 51 •MM" Alright Beyond that specific answer I gave you, let me just back up for one last secon d as I wrap up here The major point we're trying to execute here is this is the touchy subject And we don't want to lead people on, which I think, you've done a good job of not doing What you're basically doing, and I've done this many times, I come up with a theory and in my initial research like I find out that no one cares about my theory But sometimes, I'm like, "You know what I t hink I'm right I think I'm right I'm going to go ask 10 different questions I'm not going to lead, but I'm going to open up the opportunity to hear if people really care about this Maybe, I'm not asking it the right way Maybe they're sensitive Whatever." And I would say, maybe, so% of the time I'm right and so% of the time I'm dead wrong like it turns out the thing I thought They didn't care about it at all But in this case, you and me both we're kind of like, "I think the fitness thing is really big here." For these guys, the urban, they have money I mean, how much money? These guys could be making a 1SO grand a year And if they don't look the part You don't see James Bond taking off his shirt and he's got a beer belly It's like the record would stop You know what I mean? It doesn't make any sense So find out if this is true for these guys If not, your theory might be totally wrong or you might be talking to the wrong market '4';9 Okay, cool Thank you very much for this I;Uf,iii Alright You got it My pleasure Great job I look forward to hearing more i$t.!;li Awesome I;Ufuiii Alright Thank you, Marc And with that, everybody, we are going to wrap for tonight As I mentioned, great questions, the caliber of questions is outstanding I love that we are getting questions on concepts and questions about, what is my idea? Is this the right market? These are great questions back from module one I love them Keep them coming We're now starting to get more advanced questions What about my website? Why is my conversion rate one out of 1500? Is that good or bad? And I'm not laughing at the conversion rate because like I said, I could share some abysmal conversion rates with you I love the learning I love that people are coming to me and saying, "Ramit, here are three theories I have about why this conversion rate ZEROT O LAll NCHSYSTEM.COM 50 of 51 is wrong I think it's three What you think?" Like this is what I'm here for I've seen a lot of this stuff I want to share what I know with you And then finally, we're starting to get into the very very subtle nuances of marketing Notice that marketing is not just a tagline It's not just a headline It's always, always about going back to your market, deeply understanding their hopes, fears, and dreams and being able to articulate not only the things they said, but often time the unspoken words that they cannot or will not say publicly I look forward to talking to all of you next week And I'll see you in the community Thanks everybody ZEROT O LAll NCHSYSTEM.COM 51 of 51 ... Alright Where are you calling from? Wadsworth, Ohio 1; !-@ 11 Alright Beautiful Alright, Joe, what's your question? It's basically around mailing with sign ups My idea is basically teaching people... pieces of content that I posted to Reddit and I got 30 00 hits, uniques, in the past week i@§iii Amazing Congratulations ZEROT O LAll NCHSYSTEM.COM 13 of 51 Out of that, I got a lot of good feedback... to you m Hello? l@f.iii JT, are you there? m Yes, I'm here '¥'*"' Hey, where are you calling from? m I'm calling from Austin, Texas Alright Beautiful Okay ZEROT O LAll NCHSYSTEM.COM of 51 m Another