New Strategies for Achieving a Billion Dollars in Sales

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Welcome to today's episode.

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Today we have an amazing topic it's the secrets behind doing over a billion dollars in high ticket sales and we have the perfect guest to help us talk through this.

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Mark.

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Welcome to the show.

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Thank you, I'm excited to be here.

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This is going to be a fun topic.

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So why don't we start off by you taking just a minute or two to talk a little bit about who you are and what you do?

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Sure, well, thanks for the opportunity.

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First and foremost so long story short, the one that most people seem to resonate with I was the director of coaching and sales training for Tony Robbins for many years and helped him add a lot of zeros to his bottom line, and I did that as well.

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Before that.

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I also trained realtors and showed them how to get 30 listings in 30 days, essentially predominantly with organic, and so part of that.

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This was pretty funny, but back in the day, I'd get phone calls from the big aggregate lead aggregate companies like realtorcom, zillow, trulia.

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What they didn't know, though, is I was arguably one of the only people in the entire United States that actually outranked them on their own sites.

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So if you go back in the day Carlsbad Real Estate for sale, carlsbad Home for sale, san Diego Pool Home for sale, any of those I had eight of the top 10 Google search words for anything, and then on page two and three, you'd find realtorcom, zillowcom, et cetera, and they'd always call and try and get me to sign up, and I said, well, why would I sign up with you guys?

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I'm outranking you in every, every category?

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And they'd say, oh, that that's weird.

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How'd this happen?

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So my whole background.

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Going all the way back was out of necessity, and underneath that, I was able to develop some strategies that are very, very creative, unique for marketing, and the vehicle of marketing is secondary to the truth of the marketing message, and this is really what we refined sales at Clients on Demand, and we were the leader in online ticket sales for high ticket.

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So we would teach coaches, consultants, speakers, experts on how to build a seven-figure, six or seven-figure online business, and we started looking at the results we were getting by.

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This was essentially paid Facebook ads, and then it was paid Facebook or YouTube ads, then TikTok, instagram, et cetera, and our clients did over a billion dollars in sales, and so it gave me a very unique perspective to see what works and what doesn't in terms of marketing, where the vehicle is critically important, make no mistake, but if you have the wrong message, it doesn't matter what your platform is.

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And if you think about it, eric, martin Luther King we all know about MLK, and the question I always ask is what was his marketing strategy, what was his funnel?

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And this kind of sums it up it was the truth.

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He was so convicted, he was so congruent, he was so in alignment with the truth that he wanted to speak, even in the face of countless media, and so that's the sort of thing that I would love to chat about today, because there's some new vehicles that are opportunities for anybody out there, that are essentially free marketing, and if you get your message dialed in, you can have huge worldwide, global impact almost immediately, and you can have huge worldwide global impact almost immediately.

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That's super interesting.

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We're ready to be inspired.

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Why don't we jump in and you tell us a little bit about how you've been able to do some of these remarkable things?

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Sure, so part of this is another librarian kind of opinion, so I personally had a belief that the buyer of today is different than the buyer was a decade ago or two, I hear of today is more jaded, more guarded and just incessantly slammed with requests for your attention, and your wallet Doesn't matter if it's email, it doesn't matter if it's the phone, it doesn't matter, it's texting emails, billboards, magazine ads.

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You know it's completely changed.

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So now the buyer's developing all of these buyer defenses.

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We have do not call lists, we have blocking services, we have different ways so that we don't have to answer the phone.

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We have a call screening.

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If you remember, when we were kids, we didn't have that.

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The phone rang, you picked it up, and so what's happened, though, is the buyers have gotten very, very creative about what they're going to listen to and give attention to, and if the marketers don't understand that, they can spend a fortune, but they're not going to get their attention, and so, right now, that's the level one.

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Level two is the economy.

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Whenever, if you go back to any recession, any type of economy, the more uncertain the buyer gets.

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There's certain countermeasures you need to give the new buyer to address their uncertainty and their fear in the marketplace.

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So that's a big part of what we did and how we were able to do it.

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We did all of that underneath and this is one of my core principles that I teach in Sales Alchemy, which is a course I use to teach people how to enroll.

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I tell them to stop selling and start enrolling clients in their dream.

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Now this was a complete shift, and this is what we taught to thousands of business owners that if you will align and help them solve their problems, you will never have a shortage of clients.

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That's completely different than features and benefits marketing, and so this was a trait that we taught over and over again to attorneys, to therapists, to coaches, to consultants, and a couple of things popped up.

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Number one, the enrollments went through the roof.

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Number two, the cancellations and the refund requests plummeted literally from an industry norm of 40% to 3%.

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The third thing that happened is that people were saying thank you for taking their money and helping them, so it really spoke to the individual, where they felt proud of what they're doing.

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They were excited and all of a sudden, they were excited to serve the client.

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So it elevates humanity and the buyers want this type of standard in today's market.

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So that's really a key that came out was people are tired of being closed, they're tired of the pressure selling, they're tired of the manipulation and this includes marketing, by the way.

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So what's working right now is a heart-driven approach which honors both parties, which elevates the conversation and is really a decision.

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Can I help you?

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So let's get real clear on what's the what's the problem and whether or not I'm the best solution.

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So that's a that's like the core of all the marketing that we've done.

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That makes sense.

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I think people want to get away from the buzzword bingo and from being qualified in the sales process.

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I think people want to get away from the buzzword bingo and from being qualified in the sales process.

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I think people can appreciate the fact that people are going through a structured sales process, but it doesn't feel very great.

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So I think the truth driven more, how can I help you approach?

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It makes logical sense that that would resonate more with people because so many people the saturation of people doing like these structured sort of sales plays.

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So can you share an example of how you put this to work with with one of your clients?

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Yeah, there's, there's tons.

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Well, there I'll give you two.

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One of my first ones was a therapist, right, she was a 75-year-old woman who I'm pretty high energy, right.

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Well, doctor, was more of this kind of energy.

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And well, Mark, it's not as much fun.

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Well, let's just put it this way.

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I haven't had an objection in almost three months and everybody just buys and it's like I'm not selling anymore at all.

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I just help people and they all want to sign up.

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And it was so funny because when I started with Dr Deb, she was not that person at all.

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She hated sales, she did not like that part of it and she was a therapist, so she was used to the insurance kind of money level.

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And then she's jumping into a $10,000 program.

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And that's how quickly you can take a good human being that has a heart of service and show them how to do very, very well.

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That's the first step.

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Second one, let's tell you, is about a friend of mine and a person that I co-wrote a book called Get Booked and Get Paid about podcast guesting.

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So this was interesting.

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So this person is very much like I'm high energy and he's even higher energy, right, and he had his own mastermind he was doing very well, several million dollars a year and he had essentially a coup within the mastermind where people thought they could do it better.

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So behind his back, his entire mastermind left and it imploded right.

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The guy that was the new zealot couldn't deliver on anything.

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He said he was a con man and so the thing evaporated.

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But he lost half a million dollars like that.

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The other one is he was doing the paid traffic model where he was spending about $30,000 a month, but so was everyone else, and Russell Brunson with ClickFunnels was telling everybody just copy what works.

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Hundreds of thousands of people are jumping into the arena, eating up the space, competing for the same ads, etc.

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So he's in trouble, he's out of money and he's like I can't afford $30,000 a month for the paid traffic.

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He goes, I've got to recoup.

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I goes, I, I'm starting from scratch.

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So one of the things I do when marketing it's different.

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It's almost like a concierge kind of process.

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I first look at what's the goal.

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Number two is what do we have to work with?

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Do you have a big budget?

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No budget, okay.

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Number three do you solve a real problem?

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Can we articulate that problem in an effective way to get in front of ideal clients, and if those are yeses, then we can help you.

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So I did the same process with Nikki and, sure enough, I decided well, let's do podcast guesting.

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And he already had one of the biggest podcasts in North America.

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It's called E-Circle a thought leader revolution, right?

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His book was recently endorsed by Donald Trump.

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It's called E-Circle A Thought Leader Revolution, right?

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His book was recently endorsed by Donald Trump.

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He's done a bunch.

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I think he has two New York Times bestsellers, so he had a pretty big podcast, but he needed to monetize, and so one of the things that we did was I showed him how to articulate his message in a way that left the host and the audience salivating.

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Now here's what's great In the next two years, working about five to eight hours a week using podcast guesting, he earned about $500,000 net commissions.

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Just a nip under that, I think it was like $480,000 or something like that.

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The difference was he did not spend any money on marketing.

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The difference was he did not spend any money on marketing and out of that, his message now is out in front of 4 million people.

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So while he's playing with his kids, his message is out there and being listened to by up to 4 million people Because, as you know, with podcasting, being a great guest is a key Knowing how to speak articulately and be able to speak something that leads to further, because podcast guests are where people want to be.

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It's arguably the most underutilized, highest opportunity vehicle that exists today.

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It's something I'm very excited about.

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I think for 2025,.

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Podcasting is really breaking out as a channel.

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I see stats that now people are even watching podcasts on YouTube on their TV like 400 million people a month.

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It's amazing the reach that it has, because people want to search and find these very interesting topics to get content on, and it's a much better way than reading blog posts, which is what people were doing like five, 10 years ago.

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Right, it's a much more engaging way to get information.

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So that makes a lot of sense.

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But I think what about being a podcast guest is the key in terms of the messaging, like you were saying to, to get people salivating and wanting more.

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There's a couple of things.

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Number one is it has to be truthful, right.

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So here's one of the things that's kind of happening is the core landscape of business and politics and et cetera.

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The age of transparency is upon us.

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So, for example, if you're a piece of you know what and you're not a kind person and you're a scumbag and you're that kind of person, it's going to get exposed in today's world.

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If you don't believe me, go look at Hollywood, go look at the politicians.

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They're getting exposed left and right for who they really are.

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Now that leaves a void in the space.

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What's going to fill it?

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I firmly believe, are the leaders of tomorrow be the most aligned, congruent and willing to serve their fellow man.

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So what people are yearning for is help, and so what they're yearning for are people that are gonna really be able to deliver.

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So, to answer your question about messaging, it needs to be client-focused, not self-focused.

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That's number one.

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Number two, it needs to be genuine Meaning.

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There's a saying that we had in coaching people don't take diet advice from the fat guy, okay.

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Well, it's the same thing here.

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Does it really hold up?

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Does this strategy really work?

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I'll give you an example.

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In the world of marketing.

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There was a person who was advertising how he's doing almost a million and a half a month.

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Okay, that sounds impressive.

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Right, that's very small percentage.

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What he omitted from the conversation was he was spending a million dollars a month on ads.

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Now, that's relative and that's that's important, because if you don't have the ability to spend a million dollars of ads, he would make about five to 700,000 on the front end.

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So he's still a deficit of half a million.

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He would then upsell like crazy to try and get to that 1.1, 1.2.

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So he's spending almost a million dollars to make a hundred to 200,000.

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Well, that's good for him, but the problem is he's selling an illusion to people that don't have a million dollars to play with.

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So those types of people he's out of business today, by the way.

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So in shifted gears.

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But that kind of nonsense was normal in online marketing.

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People were losing money and they're saying, oh yeah, one person, for example, copied our website.

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I don't care if you like Elon Musk or like him or hate him, it's irrelevant.

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The one thing these people have is they're going to speak their truth.

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Regardless Like it or not, his base is going to be activated.

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The second piece of this is that they can defend.

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You might not agree with them, but I always do this on both sides of the aisle.

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It cracks me up because the liberals get all pissed off and then the Republicans get pissed off if I say the other side.

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It's not about that.

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It's about why is it?

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In a world that has 400 plus congressmen, we only know a handful.

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If I want to talk about and she'll speak out boldly both sides are doing that.

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Those are the only names that we remember.

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And so, in terms of messaging, what is your truth?

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How well can you articulate it?

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How well can you defend it?

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How many ways can you explain it and when you get that?

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That's the key to being a great host, because people just want to know where you stand and it cracks me up.

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There's been so many.

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I've studied politics for probably 40 years, maybe 50.

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But I remember watching Kamala and, again, love her, hate her, don't matter when she was asked a direct question this is important for podcasting too.

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I don't know if you saw this.

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They asked her a question how are you going to fix inflation?

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Very direct question.

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Right Now it's scripted.

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She should have had the answer and she instead dodges and dashes around it.

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I was born in a middle-class family.

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We had lawns and everybody's like wait what Now?

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Compare that to Trump.

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Trump was willing to do a three hour podcast on Joe Rogan and answer any question.

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Whether you like him or not, that was more powerful than traditional marketing and media.

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Let me give you some specifics.

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Kamala had raised $1.425 billion.

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That's a lot of money for marketing.

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Number two she also had the benefit of a mainstream marketing media, traditional media.

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Estimates on that have been approximately $6 to $10 billion.

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To get that amount of favorable press, trump raised $400 million.

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He also had 97% negative attacks from traditional media.

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You get this.

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He's a billion dollars down in fundraising and remember it was always about who could raise the most money.

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A billion dollars.

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Now she did traditional media.

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He did podcasting.

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He was on podcasts.

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He had 200 million listeners between X interview Joe Rogan.

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I don't even know all the guys he did, but he had 200 million people who he could get his marketing message directly to people on the fence, which was his ideal client the undecided voter.

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That's why he won.

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Kamala had every advantage going in her way.

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She still lost because she was only talking to her existing type clientele.

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So even here, the marketing was applicable and it gets down to your authentic voice.

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Give you one more point, and this was also true with Hillary, or Kamala Did you ever see how many focus groups Hillary Clinton would use before she would take a position on a subject?

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No, I didn't see that, but I know she did it Approximately 10 focus groups.

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Before she was for gay marriage or against gay marriage, before she was for meat eating or pro vegan, it was always done.

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So what that does to the buyer, the person that's going to vote, is they're not sure where she stands, so they're left to go ahead and create their own identity.

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Now let's take by comparison Trump.

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He did a lot of marketing brilliance.

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We're going to build a wall and Mexico is going to pay for it.

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Right, it's going to be a beautiful wall.

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I mean, what does that even mean?

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We don't even know.

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But it was like, wow, we're going to drain the swamp.

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Well, who doesn't want to drain a swamp?

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We didn't know what that meant, but the difference was in a direct message that he would defend and repeat overly versus.

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And then the people that voted for him are like, yeah, that's what we want.

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And if you think about marketing, it's the same thing.

00:18:21.556 --> 00:18:29.832
Is your message a generic white bread mayonnaise message that's trying to appeal to everybody, or is it directly for your ideal client?

00:18:29.832 --> 00:18:35.153
Are you really truly speaking to their pain points, their fears, their desires?

00:18:35.153 --> 00:18:38.729
And when you get that, you have a powerful message.

00:18:39.711 --> 00:18:49.419
So is there a difference between people being purposely controversial versus speaking the truth to get notoriety?

00:18:50.125 --> 00:18:55.291
Great question, and so the shock factors there, and you can go back to the shock jocks that used to do that, right?

00:18:55.291 --> 00:19:02.406
I've heard this even about Alex Jones, where, when he got sued by his wife, they got divorced, and he was basically saying he didn't believe anything.

00:19:02.406 --> 00:19:03.670
He said it was for shock value.

00:19:03.670 --> 00:19:07.209
That's pretty consistent with a lot of these people, right?

00:19:07.209 --> 00:19:15.086
I've heard this from both liberal commentators and conservative commentators, where they don't really believe what they're saying, but they their viewers want to hear it.

00:19:15.086 --> 00:19:28.409
Now, the problem with that is that's why these guys are getting, one by one, getting knocked off off TV, and so what's happening is you're absolutely correct People are not even responding to the shock jocks like they used to be.

00:19:28.409 --> 00:19:29.089
Remember when?

00:19:29.089 --> 00:19:29.671
What's his name?

00:19:29.671 --> 00:19:30.893
Who's the guy in New York city?

00:19:30.893 --> 00:19:32.214
Howard Stern.

00:19:32.214 --> 00:19:36.226
Howard Stern was the like one of the original shock jocks, right?

00:19:36.226 --> 00:19:43.030
He was one of the front of everybody's conversations, and not anymore, because everybody kind of figured out his shtick.

00:19:43.030 --> 00:19:50.712
What you're noticing, though, is that the people that truly believe in what they believe they're going to have more impact than the people doing it for shock value.

00:19:50.712 --> 00:20:00.113
Shock value will still work to a degree, but it seems to me like, behind the scenes, God or the universe, is exposing people for who they really are.

00:20:00.113 --> 00:20:06.674
So it just seems, one by one, the shock jocks and the people that were doing it for shock value.

00:20:06.694 --> 00:20:07.196
There's another.

00:20:07.196 --> 00:20:09.652
Let me flip the switch too, because this is something else that I see.

00:20:09.652 --> 00:20:10.634
You bring up a great point.

00:20:10.634 --> 00:20:18.388
The other thing I see is people are using words like service, care, love your neighbor, and they don't believe it at all.

00:20:18.388 --> 00:20:19.693
You know what I mean.

00:20:19.693 --> 00:20:23.220
You can just kind of resonate and tell this guy's a scumbag.

00:20:23.220 --> 00:20:31.653
This guy here is not a good person, but he's on stage talking about how you got to serve your client and he's on stage talking about how you got to serve your client and meanwhile he's cussing and condemning him backstage.

00:20:31.653 --> 00:20:34.717
But what I've noticed is people are using those.

00:20:34.717 --> 00:20:38.421
It seems to me like they're getting exposed for who they really are.

00:20:38.421 --> 00:21:01.038
And the other thing that I've said and this is something about why I believe heart-driven selling is the way to sell moving forward For most of the sales trainers that I've studied over the decades because I started when I was probably 10, selling candy and newspapers door to door so one of the things that's happened is I started to notice that the more pressure and the more manipulatable used.

00:21:01.540 --> 00:21:08.016
It went hand in hand with the drug addiction, alcoholism, miserable life, obesity, sickness, illness, heart attacks.

00:21:08.016 --> 00:21:17.679
Life, obesity, sickness, illness, heart attacks is good at its core and if you abuse other people you can't do anything but try and shove that down with alcohol and drugs.

00:21:17.679 --> 00:21:18.160
I don't think.

00:21:18.160 --> 00:21:24.305
If you think about the wolf on wall street as an example, his drug addiction and alcoholism was not an excuse.

00:21:24.305 --> 00:21:29.287
It was trying to cover up the lies he was telling people, because that doesn't feel good to be a blatant liar.

00:21:29.287 --> 00:21:34.258
And so part of it again, to your point, a shock jock that's doing it for clicks.

00:21:34.258 --> 00:21:39.925
I think that that's going to have a similar effect as to these guys that were lying blatantly to get a sale.

00:21:42.651 --> 00:21:56.599
Yeah, I think that's super interesting because either being controversial for the sake of being controversial or just saying something as a lie because you know that it would get a lot of traffic ultimately doesn't work.

00:21:56.599 --> 00:22:12.011
I think the people that have the most success truly believe what they're saying, and I'll just use Trump as the example, because I think he's had a lot of success in it recently.

00:22:12.011 --> 00:22:20.934
Doing this, it's like, even though he says some really wild stuff, the reality is that you probably don't doubt that he really believes it.

00:22:20.934 --> 00:22:22.155
He's not reading a script.

00:22:22.155 --> 00:22:25.257
It doesn't sound like buzzword bingo, correct.

00:22:25.257 --> 00:22:31.160
Even people who disagree with everything he says would say I think he really believes that.

00:22:31.579 --> 00:22:35.181
Yeah, so let me, let me he says it with such conviction right.

00:22:35.260 --> 00:22:40.103
This is really funny because I get it when we're talking about the crazy 2am tweets, 3am tweets, right.

00:22:40.103 --> 00:22:40.943
So this is funny.

00:22:40.943 --> 00:22:46.538
One of the guys that I coached now is doing 10,000 unit apartment buildings.

00:22:46.538 --> 00:22:48.512
The guy makes a ton of money in commercial real estate.

00:22:48.512 --> 00:22:57.415
Well, one of his best friends was George Ross, the attorney for Donald Trump, and he said, yeah, I'm going to see George.

00:22:57.435 --> 00:22:58.179
Who's the attorney on the Apprentice?

00:22:58.179 --> 00:22:59.063
The older guy, the really smart guy.

00:22:59.063 --> 00:23:02.477
Well, he's done over $250 million of his own business.

00:23:02.477 --> 00:23:04.505
He has a net worth of like a quarter of a billion dollars.

00:23:04.505 --> 00:23:05.786
He's never done a deal with Trump.

00:23:05.786 --> 00:23:10.608
He was Trump's advisor and attorney, right, and he sat next to him in the Apprentice.

00:23:10.608 --> 00:23:12.330
So I asked him.

00:23:12.391 --> 00:23:24.638
I said, hey, do me a favor, just because I want to know, ask Trump why he does the crazy tweets, right, that are like what dude, what the hell, what's this about?

00:23:24.638 --> 00:23:26.039
Guess what?

00:23:26.039 --> 00:23:29.563
I talked to George and again he said it drove him crazy.

00:23:29.563 --> 00:23:37.719
So he asked George Trump's attorney, and he said at first, for years, he said it drove him crazy because he did that in the meetings too.

00:23:37.719 --> 00:23:41.194
He dropped a bomb on the other people and now it's all chaos, right.

00:23:41.194 --> 00:23:49.730
But what George noticed George said something was that it was a power move for him to gain control of the conversation.

00:23:49.730 --> 00:23:50.970
So let's walk this through.

00:23:51.664 --> 00:23:54.372
Secondly, he said he had incredibly great instincts.

00:23:54.372 --> 00:23:56.718
So 95% of the time he was right.

00:23:56.718 --> 00:23:59.836
But he was crass or blunt in the way he would go at it.

00:23:59.836 --> 00:24:07.778
Right, but what he noticed and I saw the genius of this in politics he's going into an arena where he's an outsider.

00:24:07.778 --> 00:24:08.445
They hate him.

00:24:08.445 --> 00:24:14.178
Okay, he's not part of the DC establishment, he's not part of the big banking system, he's not part of the big pharma.

00:24:14.178 --> 00:24:16.652
He's getting no support from the power brokers.

00:24:16.652 --> 00:24:17.053
That be.

00:24:17.053 --> 00:24:21.287
He comes in the media is immediately trashing him like crazy.

00:24:21.287 --> 00:24:22.771
What does he do?

00:24:22.771 --> 00:24:25.862
Crazy tweets and he takes the narrative away.

00:24:25.862 --> 00:24:27.567
And now they're talking about that.

00:24:27.567 --> 00:24:29.731
And over here he did something else.

00:24:29.731 --> 00:24:35.894
And every time I watched a 3 am tweet I started to look at what was he really trying to do?

00:24:35.894 --> 00:24:43.292
And then the other thing that was really funny was to his second point, george, is that 95% of the time he was right.

00:24:43.292 --> 00:24:47.773
So if you remember Trump in the way he would do, it would be pretty blunt.

00:24:47.773 --> 00:24:51.028
He'd say you know, and they're spying on me and everybody, in the way he would do.

00:24:51.028 --> 00:24:51.569
It would be pretty blunt.

00:24:51.569 --> 00:24:56.175
He'd say you know, and they're spying on me and everybody in the media said, oh, he's crazy, he's this, he's this, he's this, he's this, he's this.

00:24:56.175 --> 00:24:58.318
Five years later it came out they were spying on him.

00:24:58.318 --> 00:25:10.861
He was absolutely right and it was like he has been vindicated over and over again repeatedly because he kind of knows it but he is not a politician and he's doing a lot of those things.

00:25:10.861 --> 00:25:13.489
But I was like, okay, that's pretty interesting.

00:25:13.489 --> 00:25:19.755
And he now talks about the weave, which is pretty hard to follow, where he'll weave around about 20 subjects and then come back.

00:25:19.875 --> 00:25:23.808
But I always looked at politics and any of this as a marketing game.

00:25:23.808 --> 00:25:29.792
I always look at who is having an effective message, who is effective Okay, I'll give you another example.

00:25:29.792 --> 00:25:33.317
Okay, having an effective message.

00:25:33.317 --> 00:25:34.864
Who is effective Okay, I'll give you another example.

00:25:34.864 --> 00:25:39.326
Okay, bill Clinton has no chance in hell.

00:25:39.326 --> 00:25:41.313
Bill Clinton cannot beat the number one highest rated approved president in history, george Bush.

00:25:41.313 --> 00:25:41.452
Senior.

00:25:41.452 --> 00:25:49.617
Coming out of a wartime victory, it was so overwhelming that none of the power Democrats were going to run for office Okay, none of them.

00:25:49.617 --> 00:25:52.669
And George Bush had the highest approval rating.

00:25:52.669 --> 00:25:55.175
No president has ever lost a second term.

00:25:55.215 --> 00:26:01.926
Coming out of a wartime victory, bill Clinton enters the arena from some little hick town called Arkansas, which I love, by the way.

00:26:01.926 --> 00:26:02.689
I'm just joking.

00:26:02.689 --> 00:26:05.155
This was the comments people were making about Bill.

00:26:05.155 --> 00:26:08.853
He was a successful governor, he had a lot of great success.

00:26:08.853 --> 00:26:10.798
He had a lot of drama and trauma as well.

00:26:10.798 --> 00:26:23.288
But he comes out, a no name, from a small town, a small state in Southern America, arkansas, and he destroys George Bush senior.

00:26:24.869 --> 00:26:25.990
How does that happen?

00:26:25.990 --> 00:26:30.714
Because he was so good at his messaging and controlling his narrative.

00:26:30.714 --> 00:26:38.961
George Bush got on defense and never came back, even though George Bush Sr had every advantage in his favor, clinton wiped the floor with him.

00:26:38.961 --> 00:26:49.611
So that's the kind of stuff that I'd say is to look at the higher thing about how are things happening, to move the needle, because it also is applicable in business and sales as well.

00:26:49.611 --> 00:26:52.317
But yeah, it was pretty funny, man.

00:26:52.317 --> 00:26:56.173
I remember that was arguably one of the best campaigns before Obama.

00:26:56.173 --> 00:27:05.506
Obama had a great campaign too, but Clinton had one of the best campaigns I have ever seen because he controlled the narrative and it was brilliant.

00:27:05.506 --> 00:27:09.240
To watch how he controlled narratives and talking points was mind boggling.

00:27:10.344 --> 00:27:11.809
Yeah, yeah, he has a lot of charisma.

00:27:11.809 --> 00:27:41.674
So I think one of the things that you're saying is is that, thematically, is a lot of the examples support the fact that going the standard route of advertising and marketing standard route of advertising and marketing In particular, you were giving examples about how Google advertising and pay-per-click is just so saturated and it's hard to really win there when it's so competitive.

00:27:41.674 --> 00:27:47.154
I mean I've seen keywords that are $40 a click on LinkedIn for competitive campaigns.

00:27:47.154 --> 00:27:48.638
I mean it's just really expensive.

00:27:48.638 --> 00:28:14.074
When you do the backwards math, like you're saying, yeah, as opposed to where a lot of people seem to be winning is more having this truthful, heartfelt messaging in organic channels like podcasting, where you can go out and you're not paying for clicks, you have a strong message that draws people in.

00:28:14.074 --> 00:28:17.942
Is that really the moral of the story of how marketing is shifting?

00:28:18.611 --> 00:28:19.472
It really is.

00:28:19.472 --> 00:28:22.278
Because if you step back, eric, think about it.

00:28:22.278 --> 00:28:23.702
How do you want to be sold to?

00:28:23.702 --> 00:28:28.553
Do you want a pressure closer, who's giving you a 10th of the information, telling you just what you want to hear?

00:28:28.553 --> 00:28:34.875
Or do you want somebody that says, hey, eric, let's figure out what you want with your business, let's have a real conversation.

00:28:34.875 --> 00:28:37.940
Hey, based on what you're telling me, here's what you could do.

00:28:37.940 --> 00:28:39.534
This is some solutions.

00:28:39.534 --> 00:28:46.575
I've seen work here, here and here and here I'm happy to help you if you'd like some help, and that's what most people are gravitating to.

00:28:46.575 --> 00:28:51.420
And so the other part, too, is there's something else you talked about too, which is timing.

00:28:52.280 --> 00:28:57.165
If you think about marketing, every marketing method has a window of opportunity.

00:28:57.165 --> 00:28:59.596
Right, you have your blue ocean.

00:28:59.596 --> 00:29:02.237
Then you get eventually to your red ocean, where everybody's just killing everybody.

00:29:02.237 --> 00:29:05.819
So let's go back to I go all the way back.

00:29:05.819 --> 00:29:13.073
I remember when, if you wanted to make money in real estate, all you had to do was get a website.

00:29:13.073 --> 00:29:16.424
If you had a website, you were considered an established realtor, right, cause nobody had a website At first, it was a webpage.

00:29:16.424 --> 00:29:24.472
I've got a website, I've got multiple pages on my site, so therefore, I'm better than you and it was funny because then that migrated into.

00:29:24.634 --> 00:29:30.291
I started back with Corey Rudell back in the day about the original guy to do pop-ups and online marketing.

00:29:30.291 --> 00:29:32.617
Corey Rudell, he's a legend in the industry.

00:29:32.617 --> 00:29:39.380
This was before Yannick Silver and even Dan Kennedy started on online and Corey did carsecretscom.

00:29:39.380 --> 00:29:42.294
He did the special report, a free report.

00:29:42.294 --> 00:29:47.634
You do it and he'd tell you how to basically get your car for tens of thousands of less than what the sticker was.

00:29:47.634 --> 00:29:55.618
It was brilliant and so that worked really well until it stopped because everybody started doing the free reports.

00:29:55.618 --> 00:30:03.896
Then Craig Craig quantum marketing, craig Proctor did it in real estate, made $3 million a year in real estate selling that with direct response marketing, and then that stopped working.

00:30:04.090 --> 00:30:05.316
And then we moved into blogs.

00:30:05.316 --> 00:30:09.878
Blogging took a lot of time and if you had a blog you got traction, you could get clients.

00:30:09.878 --> 00:30:11.855
Everybody started blogging.

00:30:11.855 --> 00:30:12.637
It stopped working.

00:30:12.637 --> 00:30:16.180
Then it was launches Jeff Walker, marie Forleo.

00:30:16.180 --> 00:30:20.799
They started the launches and at first, at the very beginning, it worked really well.

00:30:20.799 --> 00:30:24.701
But then there's thousands of people trying to launch and it stopped working.

00:30:24.701 --> 00:30:26.356
And that's when the low ticket came out.

00:30:26.356 --> 00:30:27.996
That started to work.

00:30:27.996 --> 00:30:29.096
But then everybody did that.

00:30:29.096 --> 00:30:39.145
We did high ticket straight to $10,000 offer, example, and that worked really well until Russell Brunson and a few others started saying, hey, just copy what works.

00:30:39.145 --> 00:30:40.227
So everybody copied it.

00:30:40.227 --> 00:30:45.894
All the ads look the same, everybody's language was the same and now you couldn't tell who was real and who wasn't.

00:30:45.894 --> 00:30:47.098
So that stopped working.

00:30:47.801 --> 00:30:50.992
Meanwhile, ios 14 happened and they changed the algorithms.

00:30:50.992 --> 00:30:54.883
So it was one of those things where you have to find a new way.

00:30:54.883 --> 00:31:06.443
So, as the vehicles change, how much can you hear the audience, how much can you hear what their needs really are and can you find platforms to get directly to them?

00:31:06.443 --> 00:31:08.064
Because here's the good news, and can you find platforms to get directly to them?

00:31:08.064 --> 00:31:23.414
Because here's the good news there has never been a better time ever in history where, if an authentic, truthful message can go worldwide like that, you have more power in a cell phone today than the Kings had a hundred years ago.

00:31:23.414 --> 00:31:37.901
You have access to every bit of information, everything that you need to know right now, and even right now, if you've got a cell phone and a message, you could start having impact, and I always look, I'm looking to see who's blowing up right.

00:31:38.230 --> 00:31:43.022
And again to your earlier underlying point most of these people are not 100% accurate.

00:31:43.022 --> 00:31:47.513
The vegans are going to scream veganism is the only way until they find out they don't.

00:31:47.513 --> 00:31:51.097
Now they're secretly non-vegan, but they're still making money selling the vegan illusion.

00:31:51.097 --> 00:31:53.922
The carnivore same thing Carnivore is the best way.

00:31:53.922 --> 00:31:57.806
And then, privately, they're not doing it, and so there's a lot of that happening.

00:31:57.806 --> 00:32:05.855
But I want to watch who's blowing up, and by that I mean in a good way, and how congruent are they to their messaging and Are they to their messaging?

00:32:05.855 --> 00:32:06.958
And that's really the key.

00:32:06.958 --> 00:32:10.463
And underneath everything is you've got to serve your fellow man with everything you are.

00:32:10.463 --> 00:32:14.840
If you do that, you'll stand out on any platform and any market.

00:32:14.840 --> 00:32:16.473
That's what I'm noticing.

00:32:16.473 --> 00:32:18.140
Is that's what's really what's working?

00:32:20.811 --> 00:32:24.130
That makes a lot of sense that that is what's working.

00:32:24.130 --> 00:32:32.919
Is there anything else that you learned in your experience helping Tony Robbins make so much money?

00:32:32.919 --> 00:32:40.047
That would be helpful to people who want to follow your advice and go down this path.

00:32:41.549 --> 00:32:43.277
Yes, I would say trust yourself.

00:32:43.277 --> 00:32:44.734
And here's what I mean by that.

00:32:44.734 --> 00:32:51.356
When I started training, the sales were not where they wanted it to be, and I was asked to train some of the sales teams for Tony's teams.

00:32:51.356 --> 00:32:53.851
So I went in and looked at what they're doing.

00:32:53.851 --> 00:32:58.500
Okay, they got lazy by selling on Tony's name.

00:32:58.500 --> 00:33:01.935
Okay, tony told me this and hey, eric, you need to do this.

00:33:01.935 --> 00:33:03.182
Tony's going to talk about that.

00:33:03.182 --> 00:33:06.051
Hey, me and Tony were talking, and you know what I mean.

00:33:06.051 --> 00:33:08.395
They were leveraging the relationship with Tony.

00:33:08.395 --> 00:33:10.740
It's called posture association selling.

00:33:10.740 --> 00:33:14.144
Right Now, that will be certain level of effective.

00:33:14.790 --> 00:33:17.901
How did I take him and grow every department by 300%?

00:33:17.901 --> 00:33:23.356
What I did was I got them to stop selling on Tony's name and start selling you on your outcome.

00:33:23.356 --> 00:33:24.681
So this is what it sounded like.

00:33:24.681 --> 00:33:29.398
I'd say hey Eric, let's jump on a call to figure out what's going on with your business.

00:33:29.398 --> 00:33:35.919
If it was a business event, let's find out what's going on in your business, let's figure out what you're looking for and see if we have some solutions.

00:33:35.919 --> 00:33:40.259
And no matter what, I'll get you clarity and you're going to know what you need to do for your next steps, right?

00:33:40.259 --> 00:33:43.175
So who doesn't want to figure out what there is.

00:33:43.175 --> 00:33:48.724
So then we'd talk and I told the guys stop selling the event and start selling the outcome.

00:33:48.724 --> 00:33:50.787
So here's what happened.

00:33:50.787 --> 00:33:56.738
So all of a sudden, these guys were getting on the phone and everybody starts buying their tickets to these $10,000 events.

00:33:56.738 --> 00:34:03.261
And they were getting great results, because the focus of the conversation was tell me about your business, what's not working, let's fix it.

00:34:03.722 --> 00:34:06.557
The seminar Now here's where the people got in trouble.

00:34:06.557 --> 00:34:15.275
Some of the people would put them in the seminar even if they didn't need it.

00:34:15.275 --> 00:34:15.938
That now is a break of integrity.

00:34:15.938 --> 00:34:16.641
That is a break of spiritual law.

00:34:16.641 --> 00:34:17.545
Those guys would all of a sudden get exposed.

00:34:17.545 --> 00:34:18.208
The people would be unhappy.

00:34:18.208 --> 00:34:27.644
But if they would just steer them to coaching you don't need a business right now, you need a coach to help get you going and they started to steer to whatever served the client.

00:34:27.644 --> 00:34:31.659
Now here's the backend is they started getting referral sales, which they never got.

00:34:32.630 --> 00:34:39.516
And there was one other person that I trained and he outsold the other five guys combined by a level of three to one.

00:34:39.516 --> 00:34:45.414
What we did was is he got on and he told me the bullshit pitch that they told him to use.

00:34:45.414 --> 00:34:49.594
You know, tony put his arm around me and said you're the best guy and everybody here.

00:34:49.594 --> 00:34:54.092
And so one of the things that happened is I was asking him I said how do you feel when you do that, lee?

00:34:54.092 --> 00:34:56.438
And he said I feel like I'm a liar.

00:34:56.438 --> 00:35:00.992
And I said do you think that we pick up on those inner dialogues?

00:35:00.992 --> 00:35:02.333
And we absolutely do.

00:35:02.393 --> 00:35:05.557
I said tell me why you're here, why are you working for Tony?

00:35:05.557 --> 00:35:08.802
And, holy crap, did he come out with some passion.

00:35:08.802 --> 00:35:11.043
It was inspiring, it was real.

00:35:11.043 --> 00:35:12.726
I said this is your new pitch.

00:35:12.726 --> 00:35:16.378
Okay, I said this is what I want you to share with everyone you talk to.

00:35:16.378 --> 00:35:18.797
And I said Lee, do you want to learn how to get it?

00:35:18.797 --> 00:35:21.197
Get 15 tickets in a room of 10 people?

00:35:21.197 --> 00:35:22.650
He goes you can't.

00:35:22.650 --> 00:35:23.934
We only need to get 10%.

00:35:23.934 --> 00:35:30.045
I said I know it's not about getting 10%, it's about finding 15 people to inspire and help.

00:35:30.045 --> 00:35:31.253
So he goes.

00:35:31.253 --> 00:35:31.976
Well, let's do it.

00:35:32.650 --> 00:35:35.300
So the standard was 10% of a room.

00:35:35.300 --> 00:35:40.353
I showed him how to get 100% to 150% at times and the difference.

00:35:40.353 --> 00:35:44.956
I said the alphas, the people you really want, are not in the room waiting for a free seminar.

00:35:44.956 --> 00:35:46.652
They're out there making deals happen.

00:35:46.652 --> 00:35:51.842
But they have friends in the room and if you're as good as I think you are, they're going to call their friends.

00:35:51.842 --> 00:35:54.574
And now, all of a sudden, you're getting additional tickets.

00:35:54.574 --> 00:35:55.836
That's exactly what happened.

00:35:55.836 --> 00:36:05.675
So he started going out there and started speaking about his passion and about what's stopping you guys, and started speaking with this eloquence and this authenticity.

00:36:05.675 --> 00:36:10.103
All of a sudden, he outsold the other five guys in this authenticity.

00:36:10.103 --> 00:36:18.911
All of a sudden, he outsold the other five guys, three to one combined, meaning all of their sales.

00:36:18.911 --> 00:36:20.117
He 300X their sales and he loved it.

00:36:20.117 --> 00:36:22.887
He had passion, he was feeling in alignment, and that's really what you're going to need to do in any business.

00:36:22.887 --> 00:36:27.097
Marketing method will come secondary to how connected you are to your real truth.

00:36:27.778 --> 00:36:28.960
And don't just parrot.

00:36:28.960 --> 00:36:30.931
This is one of the things I tell people.

00:36:30.931 --> 00:36:32.615
Don't just parrot what sounds good.

00:36:32.615 --> 00:36:33.898
That's another trap.

00:36:33.898 --> 00:36:45.771
Know what you know and believe it, and that's really a key, because if you know it and you can defend it, you can back it up and it's not just theoretical theory that you heard once and you can make money on it.

00:36:45.771 --> 00:36:49.376
You'll have a depth of conviction and people are energetic beings.

00:36:49.376 --> 00:36:53.224
They're picking up on the truth right now and they're going to continue to do that.

00:36:53.289 --> 00:36:54.735
They can kind of sniff fraud.

00:36:54.735 --> 00:37:11.603
There was a person that we were trying to help and when I interviewed the people watching his webinars words like creepy, desperate, scammer those were what he was projecting and that's a big reason why he lost his business, because that's what he was projecting.

00:37:11.603 --> 00:37:13.056
People kind of pick up on it.

00:37:13.056 --> 00:37:14.496
They just can't put their finger on it.

00:37:14.496 --> 00:37:25.380
And the opposite is also true when somebody else is out there speaking with a passion that's unfiltered, like you said, unfiltered raw, but it's real and you know this is what they believe.

00:37:25.380 --> 00:37:25.900
You'll listen.

00:37:25.900 --> 00:37:29.094
That's what has to happen if people want to thrive in today's market.

00:37:30.177 --> 00:37:31.219
I think that's great advice.

00:37:31.219 --> 00:37:34.003
You can't really fake passion, right?

00:37:34.003 --> 00:37:57.824
That's something, I think that's really hard to fake, and I think when people try to go to things that are not true because they're following some kind of a playbook oh I need to say this or do it this way it does set off sort of those alarms or the spidey sense of people, Even if they can't put their exact finger on it.

00:37:57.824 --> 00:38:07.385
It's easy to default to not buying and not doing anything, and so I think that's fantastic advice.

00:38:07.385 --> 00:38:12.141
Is there anything else you wanted to share here that we didn't cover?

00:38:13.130 --> 00:38:21.521
I would just say, guys that start thinking this is something we taught a lot and this is something that has really made a big difference is that we are all everybody listening.

00:38:21.521 --> 00:38:23.777
This is part of a blessed minority in the world.

00:38:23.777 --> 00:38:35.213
If you look at the rest of the world, the rest of the world wishes they had our challenges and could swap places with us, but with that comes a responsibility.

00:38:35.213 --> 00:38:37.943
What I believe needs to happen is all of us collectively start by loving yourself.

00:38:37.943 --> 00:38:39.688
Okay, god doesn't make junk.

00:38:39.688 --> 00:38:43.503
He didn't start with you, and part of it is to look past.

00:38:43.503 --> 00:38:46.150
Maybe you don't have your billion dollars, maybe you don't have your jet.

00:38:46.150 --> 00:38:47.313
Maybe you don't have your Ferrari.

00:38:47.313 --> 00:38:48.275
Maybe you don't have that.

00:38:48.275 --> 00:38:50.159
Don't have your billion dollars.

00:38:50.159 --> 00:38:53.184
Maybe you don't have your jet, maybe you don't have your Ferrari.

00:38:53.184 --> 00:38:54.027
Maybe you don't have that.

00:38:54.027 --> 00:38:55.268
But get back to the fact you're a human being.

00:38:55.268 --> 00:38:57.730
Start with that truth, right.

00:38:57.730 --> 00:39:00.539
You matter to somebody, you are somebody's hero, and that could be your mom, that could be your sister, that could be a friend.

00:39:00.539 --> 00:39:04.773
Start by understanding that, that you matter, because you can only give away that, what you have for yourself.

00:39:04.773 --> 00:39:08.858
So if you're filled with self-loathing and inadequacy, that's what you're going to see.

00:39:09.460 --> 00:39:12.043
There was a saying that we talked about hurt people hurt people.

00:39:12.043 --> 00:39:13.389
Well, let's flip it.

00:39:13.389 --> 00:39:19.382
Healed people can heal people, people that use business to make the world a better place.

00:39:19.382 --> 00:39:22.014
I'd rather those people start to win.

00:39:22.014 --> 00:39:24.081
I'd rather those be the leaders of tomorrow.

00:39:24.449 --> 00:39:32.780
Where I go and if I want to learn how to, for example let's say I want to learn how to sing I want to learn how to, for example, let's say I want to learn how to sing, I want to go to a guy who's going to be there in my corner that's going to help me do it.

00:39:32.780 --> 00:39:36.204
I don't want some guy just to take my money and not return my emails.

00:39:36.204 --> 00:39:44.150
So everybody out there, we have a choice.

00:39:44.150 --> 00:39:47.157
Just because it's been done always a certain way Doesn't mean we have to play that game, and I proved that with Tony.

00:39:47.157 --> 00:39:48.039
I proved that at clients on demand.

00:39:48.039 --> 00:39:49.001
I proved that repeatedly.

00:39:49.021 --> 00:39:50.264
Think outside of the box.

00:39:50.264 --> 00:39:54.976
Everything that I've noticed is working is when you love on yourself and then you love on fellow human beings.

00:39:54.976 --> 00:40:02.561
That is more powerful than the most powerful marketing platform there is, and if you can do that, you're going to wake up proud of who you are.

00:40:02.561 --> 00:40:06.219
You're going to be a better mom, a better father, you're going to be a better human being.

00:40:06.219 --> 00:40:08.722
And collectively, the world is hurting.

00:40:08.762 --> 00:40:21.893
We need more people to step up and speak this truth and I want to see one day a world where the people coming behind us Eric, I want them to look up and going, wow, that guy's kind of a jerk, but that guy he's fricking, loving life.

00:40:21.893 --> 00:40:29.744
Look at how many people are and I want to show them an alternative that you don't have to lie, you don't have to manipulate, you don't have to withhold the facts.

00:40:29.744 --> 00:40:32.909
Speak your truth and serve people and watch what happens.

00:40:32.909 --> 00:40:40.454
The money follows service and I'd say, if the people out there, collectively, we don't have to play the game the way it's always been played.

00:40:40.454 --> 00:40:42.059
I'd say let's innovate and let's serve.

00:40:44.590 --> 00:40:44.971
Awesome.

00:40:44.971 --> 00:40:50.715
Thank you for sharing these insights, stories and advice.

00:40:50.715 --> 00:40:51.996
Really appreciate it.

00:40:51.996 --> 00:40:54.860
Thank you for your time and being on the show today.

00:40:54.860 --> 00:41:01.905
I'm going to link to your website and your LinkedIn so people can get in touch and continue the conversation if they'd like to do so.

00:41:01.905 --> 00:41:09.092
Really appreciate you being here today having me and everybody out there.

00:41:09.112 --> 00:41:09.554
Thanks for listening.

00:41:09.554 --> 00:41:10.418
And again, remember God doesn't make junk.

00:41:10.418 --> 00:41:12.951
He didn't start with you, so go ahead and love yourself and also reach out until one person today.

00:41:12.951 --> 00:41:16.101
They matter, it does make a difference, guys, big love.