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Key Takeaways

so final things. I want to share these air key takeaways Number one front, load the work front. Load the work. It's too easy to jump up, create any book and put it online, and then nothing happens. That's the worst possible solution because you don't know if it's the e book. That's the problem, the idea or whatever, Do the work up front so that you know their words better than even. They know it themselves to master the craft, just like we talked about with our photographer friend. Spend the time you are good at sales. You are good at writing. You are good at these things. You have to take the time to do it. I remember I used to look at Have you guys ever seen what a process map is? It's like one of those mind bubble things, and it shows you like customer service. And then there's always like satellites coming out of it, and I saw these process maps for other people's businesses. There were, like 100 satellites. I was like, This is crazy. There's no way I can do all these things. But o...

ver a few years, I just took each one in turn, and I started learning Li Oh, wow. If I do customer service, then we need to figure out how to handle refunds. So now we have a refund thing. It just gradually just the same as we would do any skill, like learning how to study or learning how to be a photographer. You don't wake up one day. You're not Ansel Adams. On day one, you learn how to do it. You know, you learn about all these different things. And finally, if you do this right, if you get the process right, the rewards will come. Great analogy for people. You know. There's a lot of guys, especially the 28 year old guys there, like I want to six pack. It's like Cool. You can get the six pack, but you can't just dream about having what you have to do is master the craft, get to the gym, and really, what you should be focusing on is what you can control. Get there three times a week and the rewards will come. Same thing is true for your online business. Find the idea that pays. Find the audience that wants it go through the process of creating remarkable material for them. And once you launch your product prices of mere triviality, you've already done all the work. They will be delighted to pay. Let's take any final questions we have. Yeah, so we have an email question here, and this user wants to know for how long are you nurturing your prospects by sending them emails before you start selling? Good question. There's a lot of there's a lot of different ways to do it. So we have certain segments of ours who are nurtured for, you know, they've been nurtured for over two months. We have people who start getting ah sales campaign on like, day to in general. I'd like to say a good rule of thumb is send them four or five emails before you ever start talking about selling something, Remember, you want them to like you and trust you. So it's not just all these dudes trying to sell me some e book, so you really should be focusing on getting them results first. Before you start talking about your product, nobody cares about your product. Nobody cares about your E book. They care about their challenges and so if you can show them that you understand them, they will read every email. You have questions in the room? Yeah. Mike. Yes. So let's say you get ahold of someone who thinks the perfect target in your target market and you're trying to uncover their hopes, fears and dreams. How do you really evoke that out of them? So I like to ask him questions like I start off really broad, like, you know, Hey, um, I'm thinking of creating something around this area. What's your area, by the way? Okay, I'm thinking of creating something around blah, blah, blah, and I don't have anything sell, but I'm just trying to understand how you think about it. So I'll start off by saying, Have you ever thought about blah, blah, blah, And of course they have. That's why you're speaking to them because you qualified them. How do you think about it? How does it fit into your day? So if it's like I don't have energy, it's like, tell me when does the energy sort of go away and they'll say around 11 a.m. And then oh, so what do you do? I drink coffee. Well, Why do you think that you don't have a lot of energy? Oh, well, I don't Um uh I don't eat breakfast. And then you also don't want to ask him a 1,000,000 questions like you're interrogating them. You want to offer something to like Oh, you know, I also I didn't eat breakfast for a long time, and I could feel my energy ebb at 10. 30. And so you're going back and forth, and you really want to know? What would it mean? Tohave energy? What would that mean? And it would mean that they, you know, they could come home and be with their family instead of sitting Solan on the couch. They could do this. You you want to know the aspirational side? We also want to know what are the consequences of what they're currently doing. So right now they come home from work. They have, they're not engaged it all. They want to start all this stuff on the side. But they don't have any energy. Blah, blah, blah. So hopes dreams the aspirational state, and then the consequences and fears like what would What would it mean if you were in the same place five years from now and notice I'm not like the tone is very important, but in general, you want to know positive as well as a negative. Okay, Other questions. We had one over here. This is kind of like a MIDI gritty question, like right at the very beginning, when you're trying to determine who's on your email list, How how do you start that? How you start to build an email list. Do you start with the people that you just know, or do you ask people's permission to be on their list, or do you ask people for referrals? I just want to know how used great, great questions. So you remember we're going to start a very simple website that is there a lot of templates out there on that site? We're gonna put one of those email boxes, email opt informants is enter your name and email toe, learn more. So now you have somewhere where you could point them. And now you can start with your friends who would be interested still. Look, I'm starting this thing about wedding preparations, etcetera. I thought you might be interested. If you are. Here's what I'm gonna be offering going on just entering, You know, that's it. Really. It'll be nice. You get 10 of your friends on there, that's fine. But they're not gonna buy anything. It's the people outside that you're gonna be writing for that you're gonna be creating some guest posts, etcetera. They're the ones who are super interested and motivated. They're reading every blogger out there. They're gonna come and they're gonna opt in. They're gonna put their name and email, and your software will handle all the confirmation. So all you need to do is draft an email every week or two and click. Send, and it'll go right to them. Okay, we got a question here. That's fine. And I want to make a point here. I've got, uh, go into a lot of this stuff in great, great detail so you can sign up here. It's free and you can actually see Don't sign up, and you're gonna learn a lot about starting a business. You'll see a lot of my students who have done it. They're making tons. You'll also see What does it mean to have an opt in box? What kind of e mails actually you know, our good. What kind of emails make you interested? And you can kind of study that and see why am I doing it? You don't have to copy it, but you can say like, Oh, that's interesting. Ah, that's an idea. I'm gonna write that down. Get a question. Here s o, um, talking to a couple folks, a lot of different types of businesses. I'm just curious. How might you apply this kind of thinking too? Maybe a product business? Or, you know, my case. Like a brick and mortar service. Totally. Product businesses are a little different, but the thing you can focus on is the research. So the research is all the same. It's what your challenges. What have you done before? What have you bought? You know how much why did it work? It's the product creation process is a little different. If you're creating a e book or video course, it's different than a physical product. The marketing is a little different. The research is very, very similar. So that's something I would consider. Also, there's a lot of physical products that have a massive email list. Um, there's a great site for physical products. I want to point everybody to. It's called sweat block dot com. Anyone who? Well, okay, I'll just tell you. So I moved to New York. I'm a California guy. I hate sweating. I hate it like more than anything. So I'm sitting on the subway and I'm like, Oh, my God, like there are guys in full suits and it's like 100 degrees in the subway and they're just And I'm like in a T shirt and shorts, okay? And I'm dripping in sweat. So one day I go like, how do you house to stop sweating? This is the classic thing people will do, how to lose weight, how to stop sweating, how to get my body back, whatever. So I start going down. You know, the great fine. I start searching all these things and I end up on this site called sweat block dot com, and I'm like, and it's like, you know, when you go to KFC and they give you these wet, moist towelettes, it's basically like that, but you put it on your body and your body's like wherever you put it, it stops waiting for like, two weeks and I was like, This is amazing. This is like some would say, This is crazy. I'm like, I got to get this But of course, what goes through my mind? I go through the classic skepticism. I go. This can't be healthy right there. They have a thing about health. This is whatever certified whatever. No, this is gonna leave all these white stains or whatever. Boom. Here's how it works. Here's what the results are and then I don't believe it. This is bullshit testimonial, testimonial testimony. It's one of the most sophisticated sites online. It is deceptively simple. You go and you're like, Oh, it just looks like some, you know, some simple product, a moist towelette, that stuff No go look at the Amazon reviews they link to their. There's like thousands of positive reviews. This is a great example of a physical product or any kind of product that solves a very niche concern. Now, actually, the kind of like, for me it was like I just hate sweating. There's a lot of people which look a serious medical concern. Okay, they will do anything to find the answer to it, and some of them will go to their doctor, which I strongly recommend they do. But some of them are just going around, like with the help. This is an amazing example of using direct response marketing. They understood their market so well. They understood things that, like they told me things that I didn't even know I needed to worry about. I was like, Oh, my God, I need this product right now. Order. So this is what happens when you are very, very sophisticated marketing. That's a great example of a physical product.