Influence and Persuade Thru The Power of Words: Dave Wood’s Language Patterns
You finally get a little traction. People start finding your videos, opting into your list, showing real interest. And then your phone starts ringing at eight in the morning and it’s still going at two the next morning, because you told every single person watching that you’d personally hold their hand through everything, answer every question, do every three way call. The business that was supposed to buy you freedom just bought you a second job with worse hours.
That’s the trap almost nobody warns you about before you start building an audience. The words you use in your videos and emails don’t just decide whether somebody buys. They decide what your life looks like after they do.
In this lesson of the 15K Formula, Dave Wood teaches the whole thing himself, and he opens with a confession that should be reassuring if you’ve ever frozen up in front of a camera. His first videos were a disaster. He fumbled the technology so badly early on that he once delivered a full ninety minute presentation with his microphone disconnected, talking to himself the entire time while sixty people sat on the call watching his slides in silence. What he teaches in this lesson is not a personality he was born with. It’s language, and language can be learned.
Why does success on video sometimes wreck your life instead of fixing it?
Dave tells a story from early in his online career that sets up the whole lesson. He’d built a message that worked, one that got people to join his team, but the message promised something dangerous: that he would personally do everything for everyone who signed up. Set up their systems, take their calls, hold their hand through every step. The offer converted well. It also meant his phone never stopped ringing, and his life disappeared into other people’s questions.
So he changed the words, without changing the underlying offer. Instead of promising to do everything for his team, he told them plainly what they were signing up for and what they weren’t.
Because I’m not going to help you all the time. In fact, I’m not going to do anything for you. I’m not going to answer your phone calls. I’m not going to do three-way calls. I’m not going to hold your hand and walk through fields of flowers or touch your butt. I’m not going to do anything for you. I’m not going to talk. But I’ll tell you why you should join. Because in my team, people are free. In my team, people don’t have to do meetings. In my team, people make money while they’re at the beach. In my team, people get to hang out with their wife and their kids. In my team, the commissions just come in to the bank account.
The phone calls stopped almost immediately. Nothing about the underlying business changed, only the language describing it, and the people who joined after that message were the ones who actually wanted independence rather than hand holding. The lesson underneath the story is that your words don’t just attract customers, they train your customers on what kind of relationship to expect from you, and if you never say it out loud, you’ll get the version that exhausts you.
Why can’t your brain picture the opposite of an instruction?
From there Dave moves into a language pattern he says quietly separates people who influence others naturally from people who unintentionally push their own audience away: the negative command. The idea sounds strange until you actually try it, and he has the audience try it live. Dave Wood names the pattern directly: “Try to not think of what I say. Don’t think of a purple tree. Don’t think of a pink elephant. Don’t think about hitting the buy button and deciding to join right now. Don’t think about an orange buy button that says get instant access in blue letters with a slightly red border around it.”
Every single instruction lands as a picture in your head of exactly the thing you were told not to picture. Your mind, Dave points out, has no way to render the opposite of an image directly. Tell somebody not to close their laptop and walk away, and you’ve just planted the image of them closing their laptop and walking away. He walks through his own past mistakes making this exact error in early videos, warning people away from a decision using language that unintentionally rehearsed the decision he didn’t want them to make.
The fix is simple once you notice the pattern: describe the outcome you actually want people picturing, not the one you’re trying to talk them out of. Successful communicators tend to do this without ever studying it formally. People who struggle to get anyone to act on what they say are usually doing the exact opposite without realizing it, warning their audience away from the very outcome they’re hoping for.
Why do people remember your story and forget every fact you taught them?
Dave’s next point reframes what a video or an email is actually supposed to accomplish. Most people build a presentation around the information, the steps, the specifics. He argues that specifics are almost never what stick. What sticks is a small handful of recognizable story shapes that show up across every culture, the ones Carl Jung’s students called archetypes: the underdog who claws his way to the top, the reluctant hero who didn’t want the responsibility and took it anyway, the rags to riches arc.
Attach your teaching to one of those shapes and the emotional response happens automatically, whether or not the listener consciously notices what you did. Dave uses his own history as an example, describing years of near broke struggle before things turned around, a rags to riches shape he says he didn’t have to manufacture because it actually happened. The mechanic here isn’t about inventing a better story. It’s about noticing which real story from your own life already fits one of these patterns, then telling it plainly instead of burying it under features and bullet points.
How do you get people to keep coming back before they’re ready to buy?
The last piece ties everything together. Dave describes deliberately building videos that give away real teaching, not thin teaser content, because a viewer who gets nothing of value has no reason to stick around for the offer at the end. But he pairs that generosity with what he calls an open loop: a specific piece of value that only completes if the viewer takes the one action being asked of them, whether that’s finishing the video, watching the next one, or clicking through to the next page.
That combination, real value plus an incomplete loop, is why some people stay on a list for months without buying anything and then eventually do. They keep watching because the content is genuinely useful, and the loop keeps the door open until the moment they’re ready to walk through it. None of this requires being naturally charismatic or a gifted writer. It requires noticing the pattern in your own language and choosing it on purpose instead of by accident.
The full lesson goes much further than what’s covered here, including the specific setup Dave uses to pace a single video or email across completely different income levels and belief systems in the same room, the full logic pattern he uses to justify a purchase price against what people already pay elsewhere for far less, and a live breakdown of embedded commands most communicators use without ever realizing they’re doing it. That complete lesson, video and transcript both, is part of the 15K Formula.
If you’re new to it, the entire course is available for $99 at the 15K Formula course. Go watch the rest of this lesson and pay attention to what your own words are actually training people to expect from you.
Full lesson transcript
Lightly edited from the original recording — fillers removed, nothing added. Income disclaimer.
Hopefully a couple other guys on the webinar thought that was funny there. I always have tech challenges, you know. I think everything that I ever do is hilarious. Actually, looking back over the last three years, some of the mistakes I've made as a marketer but also with technology are hilarious, in the fact that I run an internet company at a house in Costa Rica that has awful internet, which I think is really funny too. I remember a time, actually, if I go back, this is back in 2010, about three or four months after I got started online. The month before, I had just moved to Costa Rica. It was February 10th or so when I moved down here, and I started to do a webinar. I got up, I had slides, I used to use slides for everything back then, don't really use slides as much today unless I need to for whatever reason. I got this presentation up, it was for network marketing, you know, for a business opportunity, and I got up and I did this presentation pacing back and forth in my house, moving the slides with a little handheld device that I had, and I gave a presentation for ninety minutes straight where I was going through the slides, sharing some concepts, and I was selling like the best I could sell, probably one of the best presentations ever done, just selling. At the end of the presentation, I actually went back to look at the comments on GoToMeeting and I noticed that I'd been talking to myself for ninety minutes straight because I muted my sound, and my microphone wasn't connected to the computer, so I gave a presentation to myself. And I still had, at the end of ninety minutes, sixty people who were still on the webinar who stayed for the entire thing just watching the slides go by, and actually still managed to sell some stuff on a webinar where I couldn't talk. So that was one of the funniest tech examples of something that I've done terribly wrong, which is one of the reasons why, you know, sometimes people come into this kind of thing where they say, you know, I want to build a business online, I want to market a business online, maybe they want to be an affiliate of Empower Network, or maybe they just want to learn how to build another business better, or maybe they just want to get better results with what they're doing, and they think they've got to be a tech guru to get results with this stuff. And if there's one thing I could really get you guys to believe, if there's one thing that I could get you to believe more than anything, it's that you have the ability to do this if you are the most technically challenged person in the universe. I remember a conversation I had, actually about two weeks ago, with a person I've known for a long time, and this person is one of the most unbelievably talented offline people in the world, flies all over the world, has organizations and teams in the direct sales network marketing industry of hundreds of thousands of people, and it's like, "Dave, I can't do this internet stuff because it's so complicated." I said, "What's complicated about it?" And she said, "You know, you gotta set this stuff up, you gotta understand servers, you gotta understand blogs, you gotta understand how to make this," and I think, what I was talking about there, is there's people who will do everything technical that you don't know how to do for a fraction of the cost that it would cost you to waste your time doing technical stuff. So even though sometimes we start webinars late and stuff, it actually illustrates a powerful concept. The powerful concept that it illustrates is that if you are the biggest tech retard on the planet, and you're even worse than me, if you're as bad as me, which is hard, keep in mind I haven't had a cell phone in five or six years now, if you're the most technically retarded person in the world, more retarded than I am, you can still succeed at this. And if you manage to somehow actually be as bad as me, you could have as much success as I've had, which is great, which is a tremendous amount. So today we've got tech people, customer service, and I just think it's fantastic.
And by the way, I just illustrated the concept that I'm going to teach you near the end of this webinar. So what are we going to talk about today? Okay, this is actually a very structured thing that I'm going through. It's more structured than the stuff that I normally do, because I've got a lot to say, and I've got a very short time to say it in.
Okay, I've got a lot to say, I've got a very short time to say it in, and through this entire webinar I'm going to be giving you assignments. So if you can, now I realize not all of you are in situations where you can do this, if you can pull out a pen and a piece of paper, okay, I want you to pull out a pen and a piece of paper and follow along with the assignments. If you're watching the recording, I want you to follow along with the assignments. Now you guys are here and you're going through this training for different purposes. Some of you have a business here at Empower Network.
Some of you have an outside business that you're trying to promote. Some of you guys are affiliates here. Some of you guys are just buying our stuff and going through our training. And you're trying to figure out how to knock it off or whatever, okay? It doesn't matter why you're here.
Today I'm going to show you how to get better results through your videos. I'm going to show you how to get better results in your life. And a lot of what I'm going to teach and a lot of what I'm going to go through, I'm going to go through extraordinarily fast, and you may need to watch it two or three times in order to get it. But if you do this stuff, I promise you that you'll be more compelling.
I promise you that you could make money on the internet, and you won't ever have to pay for advertising. You could follow a formula and you could do entirely free marketing and build an empire doing this. I actually have a friend, to illustrate a concept, who has a business where he sells products. This isn't Empower Network.
He's just selling stuff, and he does it entirely through free video marketing. Doesn't know a thing about SEO. Doesn't know a thing about technology. Doesn't know a thing about what a normal internet marketer would do.
In fact, for his first two years of running his site, I might talk about him a little bit later on today, first two years of running his site, he didn't even have a place to capture leads. So he wasn't even capturing leads. He was just putting videos up and following some of the stuff I'm going to talk about today. And he built through that an empire over four or five years where every time he puts up a video, and he does it almost every single day, and he puts up five or six minute videos, some of you already know who I'm talking about, he has thousands of people watch.
Watch the thing no matter what it's about, and he just did it by being consistent. And I'll tell you, his first videos that he did, they weren't that good, and they didn't even have a lot of the stuff that I'm going to talk to you about today and teach you guys how to do. So this stuff is powerful. It doesn't take a lot of time. It doesn't take a lot of time out of the day.
You know, Chris Record, I love him because he's efficient. I actually got him on this webinar today. I'm going to interview him. I'm going to interview about five people who I'm going to bring out later in the webinar who are extraordinarily good with video for one reason or another. They all have different styles.
They've all got different personalities, but the one thing that they all have in common is they are extraordinary. They're extraordinary when they get in front of the camera, when they share concepts on video. They're very, very, very good. So I'm going to bring them out to illustrate some of the concepts that I'm going to teach you for the course.
But one thing that he pointed out, he's like, you know, hey, look, you don't want this stuff to take all day. And one of the biggest challenges that a lot of you guys are going to have with these concepts. Now some videos are going to take you a long time to make, if you make a sales video ever, like the sales video. But, you know, we've made that, the first one we made had 500 slides. I mean, that took us a lot of time to make that video.
But most of the videos that you should make, you shouldn't spend a lot of time, if you spend any time at all, editing them. And you should do this entire thing that I'm going to give you the assignment for today. And honestly, I don't even think it should take an hour. I think it should take 20 or 30 minutes. It should not take a lot of time out of your day to follow the assignment that I'm going to talk about.
And if you work, you can actually do this as you're on your commute to work. And there's some great tools out there and resources to help you, okay. But first, before we get into this, what I want to do is I want to really briefly go down through the structure of what I'm going to teach you today, so you kind of know what you're going to learn at every moment as we go through this webinar. And then what I'm going to do is we're going to just start going through the structure.
And I'm going to illustrate a concept, I'm going to have you brainstorm some stories, some examples from your own life, some ways that you could use the concept. So I'm going to illustrate a concept, we're going to take a break, you're going to write some things back. We're going to do the assignments extremely quickly, so you might not entirely complete them before we move on to the next subject. Of course, if you're watching the video replay, you can just hit pause and you can complete it, you can spend some more time on it.
And if you follow through, and if you actually do it, you're going to get a result. Remember what I said in the first video, it's the people that follow assignments who get the results that they want. It's not the people who watch it, it's not the people who just absorb it into their unconscious and sit there and visualize a Ferrari that are going to have a Ferrari appear in their house. Look, when that video came out, I remember a few years ago, and a lot of you guys will remember too.
The Secret came out, you know, that's a great movie and it's a great concept that you can visualize your destiny and you can think positive thoughts and you can think about magical stories that happen in your life and all of a sudden everything becomes magical, and you know, Ferraris start appearing in your driveway, and you move into a house 18 times the size, and well, that stuff is true, and what you speak and what you see in your mind and what you visualize does matter, okay? But there's nothing that will actually create results in your life and manifest the stuff that you want in your life except for taking action. It is only through taking action, and only through taking massive action, that you're going to get results in your life. And if you don't take massive action, if you don't latch on to these concepts and if you don't apply them, you are not going to get results.
I always want to make that super clear. This stuff works. It works like crazy. Last year guys, Herbalife, multi-billion dollar company, only did $10 million in sales their first year in business.
Today they're a $4 billion a year company. We did $20.4 million with no deliverable product, with something that when we started everybody thought would shut down. We were shut down for two months out of the last year where we couldn't process orders virtually at all, and we had to rebuild that momentum from scratch, from a lot of people who didn't think we were even going to stick around, and we had to rebuild trust and credibility, and it still worked. Guys, I've done this in a van and I've done this with no technology. My first camera was a $30 webcam that I bought off of eBay because my computer didn't even have a webcam built in like all the modern Macs do.
I had a computer that was $150 that I got off eBay. It works if you're broke and it'll work if you're rich. The biggest mistake that you could make if you're listening to this is not following through on the assignments if you're already getting results. There's a lot of people on this webinar that make a tremendous amount of money and you're already getting a result in a particular area of your life. It doesn't matter where you're at in your business.
This stuff is going to help you if you take it and apply it. It won't help you if you don't. There are people who are awful on video today who could be some of the most inspirational communicators in the entire history of the world if they just decided right now to learn the skills of being an inspirational communicator. First of all, before we get into the structure of today, why should you learn this stuff?
Why should you learn what I'm going to teach you today? A lot of reasons, but let me just give you the first few reasons why you should learn what I'm going to teach you today. There's a bunch of them. I'm not going to cover them all. I'm going to cover a few of them.
Here's number one reason why you should learn this stuff. You should learn this stuff because if you are good on video on the fly, simultaneously you will also develop the skill of being an incredible speaker on stage. A lot of people want to learn how to be a great speaker. They think they've got to go through speaking school. They think they've got to go through a tremendous amount of training.
I'll tell you, training and going through education and listening to audios of great speakers and studying inspirational communicators will definitely help, but there's two ways, and only two ways, that I know of to get good at speaking. Way number one is to do a lot of presentations and a lot of speaking in front of people. That's one way of getting really good at speaking. Anybody on here.
I don't care if you are the most nervous person on the planet, I don't care if you're about to have a heart attack every time you talk in front of people, I don't care what your background is. Every single person on this webinar, if you went out and you spoke to small groups of people five nights a week for the next two years, in two years you would speak in the top one out of 10,000 people in the world, if you went and spoke to small groups of people and you did it every single night and you did it for two years straight. I promise you that would make you an incredible speaker, and I don't care how bad you suck today. You would start off trembling.
You would start off with notes, having heart attacks. In fact, I remember a story. I remember sitting in a room with a guy who was making a half million dollars a month. This is when I first started my career in offline network marketing, and I was in a room with a guy who, to me, I actually had invited somebody with me to this presentation. It was standing room only.
We were actually sitting on the floor watching this presentation. This guy elbowed me about 15 minutes into the presentation. He was actually a drug dealer that I met when I was wandering around in Walmart, and I said, "Hey, if you sell drugs you'd be great at this," and I brought him to a network marketing presentation. His name was Sal. He lived in Phoenix, Arizona.
I'm not going to say his last name because then it would incriminate him. He doesn't sell drugs anymore today, but he was trying to hawk some drugs to me and I said, "Hey, you gotta come check this out, you can make some great money." He says, "Well, that's why I sell drugs, is to make money." I said, "Well, come check network marketing out."
So he came there, and this guy was actually scared, because he said, "Look, that guy is not only the best speaker I've ever seen in my life, but like when I'm in the room I feel like his beliefs are just collapsing my own, and he's going to take over the damn world. That guy is just something else. I've never seen anybody like him." Well, the speaker we were watching, there's a guy named Greg Duncan, okay, who I think he's still, I don't know if he's still at the top, you know, people go through ups and downs in their lives.
I think he is. You know, at the time he was making about a half million dollars a month, I think, somewhere around there. He had a private jet. He was a founder's triple diamond in Amway, and he told the story later that night. I was in this private meeting.
He told the story of how he got started in that business, and what he said that was really fascinating to me is he says, "You know, a lot of people thought I was an inspirational communicator when I started doing this, they thought I was amazing when I started," and everybody seems to think that, don't you, when you meet somebody who's gifted and they've got these unbelievable talents, or you hear Chris Record talk 900 miles an hour, illustrating 5,000 concepts at once, and you say, gosh, this guy was born magical. Well, not the case. Greg Duncan told the story of how he got started and I'm going to share it.
And I'm just saying his name because I think it's an incredible illustration of the power of struggling, of the victory, of the power of moving from rags to riches, of the power of just fighting through something you suck at. Okay, keep in mind how good he is and how much money he's making. When he started, he did home meetings.
Okay, and I'm not suggesting you do home meetings, I'm going to give you a better way today. He did home meetings six to seven nights a week for four years straight. That was the thing that they did.
That's how they built. So he was speaking in front of groups of two and four and 10 and 20 people in people's homes six and seven nights a week for four years straight. He said what he said was profound to me, because at the time I was a little bit nervous, that's when I got up in front of people too. Okay.
Which today I've talked barefoot with holes in my shorts, and I'm as confident as anybody out there in the world, right. And I learned how to do that. He taught me something. He told me something that I thought was profound.
He said, "Dave, I used to throw up before I walked into every meeting I did for my first six months straight, every night, six and seven nights a week. I got so nervous before I walked into somebody's house, my face would get pale, my forehead would sweat, and I'd literally heave my evening meal up that night because I was so nervous and scared to get up and talk in front of a room." And here's a guy making a half million a month, right, with several hundred thousand people in his organization at the time, I believe just in North America.
And he was one of the best, still one of the best communicators I've ever listened to in my life, and he used to throw up before every meeting. He was so nervous and scared, and it's fascinating. And you'll find this consistently: some of the best communicators you guys have ever heard in your life, they were some of the most awful when they started, they just persevered and beat their way through it.
So that's the first way of getting really, really good at speaking, is speaking a lot. People who speak a lot get good at speaking. You can't speak a lot without getting good at speaking, right? I like the other way though. Here's the next way to get really, really good at speaking.
Make a video every day, five or six nights a week, and do it for the next two years. Okay, or the next five or six months, you'll be amazing, right? Why is video very similar to speaking in front of people? Well, it's very similar because some of the same nervous energy that you're going to experience, okay, as you're on video for your first time making video.
And trust me guys, my first videos I made, I was a nervous wreck. I had to turn the camera off and on. I had to put on a fake personality. I couldn't even, I'd put the camera on and my mind would just freeze. You know what I mean?
I'm going to tell you a little bit how to get over that today. I just sit there and I'd get nervous and I'd sweat and I'd feel like some idiot, right? But I just forced my way through videos, right? And what I actually did, because I was so nervous, and this is stupid talking about it, look at it back and look at, today I turn a camera on, or I get up in front of a crowd of 3,000 people, and I talk like I'm just sitting there talking to my brother, right?
There's no more nervous energy in talking to 3,000 or 10,000 or 30,000 people for me at all. It's no different to me than sitting there and talking to my buddy Chris Rushlow, who I've known since I was 12. I have an equal level of comfort in both situations. I'll talk barefoot in a room full of people with suits, and crack jokes they don't think are funny, and still not get nervous, right? Why?
Because I got over it, right? How did I get over it? I did it by making video, right? Here's what happened to me, and I want to tell this story, the reason I'm going to tell it is because some of you guys are going to go through what I went through, which is you're going to get a little camera, okay? You're going to get a little camera, you're going to start putting it on yourself, and you're going to try to talk, and you're going to feel like a dumbass, right?
And some of you will say, well, I'm going to go do something else instead of making videos then, maybe I'll do it later. You won't make videos because you're nervous, and it's so stupid, it's unbelievable. Keep in mind how nervous I was three years ago. Keep in mind Greg Duncan throwing up every night for six nights in a row when he was doing home meetings, and he's making a half million a month now. Just persevere through it.
And put your dumb, stupid, sweaty videos on the internet of you looking like an idiot and never take them down. Just leave them out there. Leave the videos out there, six months from now when you're amazing and you've got all these dumbass videos of yourself, leave them out there. I still sponsor people from videos that I made where the information is outdated, that I've just left out there on YouTube and on my blog and places like that, that I made literally now three years ago when I was living in my mom's house in Fairbanks, Alaska, and yes, I was living in my mom's house making videos. I was talking about concepts that I was learning from other successful people, and I literally just left those videos out there on the internet and they still get me leads.
They still sponsor people today, three years after I started applying these concepts, and now my videos today are magical. I'm not going to take those old dumb, stupid videos down because if any of you go find them, you'll say, "God, these are stupid, how in the heck is this guy making money?" I guess he just persevered.
And now you know the formula. If you want to become an amazing communicator, we talked a little bit about it in the first webinar. If you want to be an amazing communicator, an incredible communicator, you have to practice communication.
If you want to be an amazing speaker in front of people, the very same energy that will make you good on video will make you good in front of groups of people. You can become an amazing communicator in front of groups of people. You can become an incredible public speaker by making a video a day. Why else should you learn it? You should learn it because if you learn it, you're going to build a cult following around yourself.
Now I'm not talking about a negative cult, where you're Charles Manson and getting people to commit or follow a UFO into the universe or whatever it is. What I'm talking about is you are going to get people, and it doesn't matter how dumb you think you are, really, when you first get on video, if you guys have not done it before, I'm talking to a small percentage here. A lot of you guys have made videos, you're confident already, and you just want to learn some skills, and I'll get to you guys, and I'm going to teach you guys some stuff you've never heard anywhere today. Right?
But for those of you who are nervous, I want to talk to you for a second guys. It doesn't matter if you think you're dumb and nobody likes you, and if you've never had tons of friends. If you put videos out there and you just learn to be yourself, you'll learn to be yourself. Look, let me repeat that again: you learn to be yourself.
You don't pretend you're Dave Wood. You don't pretend you're Dave Sharp and that you used to do drugs if you didn't. If you like wearing suits, you don't pretend like you like having your shirt off. Right? You just be yourself.
You learn to tell your own jokes and stories. You learn to use examples from your own life. You be honest with people. If you're struggling, let people know and say, "Hey, I'm struggling but I believe in my victory." Right?
Let people know where you're at. Be truthful to who you are. If you make a mistake, apologize. I remember I made a video once apologizing to my list because I was being a little bit too pitchy too many days in a row, and I sent a video out and I said, "Hey guys, I just want to let you know I love you. I know I've been being a little bit pitchy lately but it's okay."
I just want to let you know I apologize. So just start opening the emails. I'm going to give you some value for the next week, and let you know that I'm thinking about you. I want you to succeed. I don't just want you to buy stuff.
Right? I sent that video out just apologizing to my list, and so many people thought it was cool. They said, "Dave, you apologized for pitching too much to your list." They thought it was funny but I was just being real. Guys, when you learn to be you, which happens when you relax, I'm telling you something.
There's a huge percentage of the population that will like you for who you are. But they won't like you when you're trying to be somebody else, when you're trying to pretend you're somebody else. If you're trying to pretend you're Ray Higdon, or if you're trying to pretend you're Aaron Rashkin and you ain't Aaron, right, I ain't going to pretend I'm Aaron Rashkin. First of all, look at me and look at him.
He's got an 18 pack in his stomach, it's so damn ripped. Right? I'm not going to pretend to be Chris Record. Right?
I'm going to be me. I'm going to be raw. I'm going to be who I am. And I want to encourage you to do the same. People will love you.
They will love you when you relax and when you be who you are. They will not love you when you're trying to be somebody else. So, be who you are is the exact thing I'm going to encourage you to do, and then it's to be consistent, and it doesn't matter who you are, do this because it's going to make you a powerful communicator. Okay? So, those are the main reasons why, and the next reason is the biggest reason.
It will make you a lot of money, the following that you'll develop by just being consistent, by being yourself, and by having a powerful message. Look, my message has been very similar for the last three years straight before I started Empower Network. I was telling people to sponsor two people a day. I was telling people to blog and make content. I was telling people a lot of the same stuff.
Yes, but it's evolved. It's gotten more powerful, and the same things I've been saying for three years, the same things I've been teaching, have continued to make me more money and have continued to make everybody around me more money, and it's advanced and it's gotten better. And so, as I've gone along, and this is really important to understand, as I've gone along and just been consistent, guys, because I've been consistent and I'm always the same, people all around me, right, they believe what I'm saying a little bit more each six months, each year. They like me a little bit more, right? People who dislike me, they get off my list.
They go away. And I'm okay with that. I don't care if somebody doesn't. I remember the first time I made a video, I had no shirt on, right, and I did an hour-long presentation with no shirt on. I got an unsubscribe email that said, "You know, I don't like this Dave Wood character."
"He should be professional and wear a suit," you know? And I said, "Well, if you want to wear a suit and be professional, why don't you go get a dumb job paying you 15 bucks an hour and sit in an office and wear a suit?" I want you guys to be you. I want you to be yourself, be comfortable with yourself, and I'm just telling you, for a lot of you, it's going to take a little bit of time. So now that we're through that, those are the main reasons why.
You'll get more rich, more powerful, more sexy if you listen, okay? Let's go through the structure of what we're going to talk about today, okay? First of all, what I want to do is I want to cover a couple of stories and examples of some different people that have succeeded, I think, primarily through video. I want to talk about why video is powerful. It's a communication tool, outside of the fact that it's going to make you an excellent communicator.
I'll talk a little bit about where I think maybe the future of video is going, and I'm going to talk to different levels of people, and I'm going to talk about the tools and the resources you're going to need in order to apply what I teach today, which is not very expensive, and it's not very much, although if you have a bunch of money you might want to buy some nice stuff. It's okay to buy nice stuff if you got money, right? I'm going to talk about stories and examples of these concepts. I'm going to show you different things that have sold a lot through video, different types of things you can make. I'm going to spend just a few minutes on this, not a lot of time.
Then I'm going to get into the structure of powerful, compelling sales videos, okay? Now when I go through this you guys are going to think every video that you make is going to have to have every one of these elements in it that I'm going to go through. I'm not talking about every video that you make when I'm talking about how to create powerful sales presentations. What I'm talking about with that specific thing is how to create a video that will sell something in 35, 45, 50 minutes. Now I don't have any slides for it.
If you want to see examples of what I'm talking about, you could go back and watch the front end sales video. You could watch any of my videos where I'm directly selling a product, and I follow the same formula that I'm going to outline today. I follow it every single time. Keep in mind that these concepts, year one, did $20.4 million in sales in Empower Network, okay?
Year two I believe it will do over $100 million in sales. So what I'm going to teach you here works, right? Now what I teach you here, we're going to break down so you can do, that's what we're going to do next. We're going to break it down into shorter segments so you can apply that in every video that you make. Because what you want to do in every video, regardless of whether you're directly selling or indirectly selling, I'm going to talk about direct and indirect selling as we go along.
Indirect selling is just as, or more, powerful as direct selling. I'm going to talk about indirect selling, right? I could write a book on this. And I'm going to talk about how to break the videos down into shorter chunks so you could just make something and just put it out there every single day. And even if it's indirect, even if the purpose of the video is not to directly sell, you can still create sales and communicate in a way that people will want to continue to watch.
They'll watch your content, and so if they don't buy today, they might buy in six months because they just can't stop opening your emails and watching your videos, because they're so damn sexy. Right? I'm going to talk about that. What I'm going to talk about after we talk about the structure of powerful, compelling videos is I'm going to talk about how to do calls to action in two separate, distinct ways. I'm going to talk about direct calls to action.
I'm going to talk about indirect calls to action, okay? I'm not going to talk about copywriting right now. We have people who spend more time doing that than me, who spend more time writing sales letters and headlines and stuff like that. I'm going to talk about how to do it through words while you're talking, okay?
Because what I found is that some people will not buy something who's on my list for a year, right, but they just keep opening emails and keep watching my stuff. They get offended and then they like me again. They unsubscribe and then they resubscribe, and they keep coming back and they keep coming back and they keep coming back. And there's a reason for that I'm going to talk about a little bit later on.
But then, you know, six months later, because they just like watching my videos and I keep telling them what to do, six months later they buy and they create success, or a year later they buy and they create success, okay? What some of these strategies will do, if you do them, is it will get people to continue to want to watch you and be around you. And the great thing is they can't do that forever without doing business with you of some kind.
Maybe they'll buy the blog from you. Maybe they'll join your network marketing deal, if you're in something else, you know. Maybe they'll buy something else from you. Maybe they'll create a partnership, or you meet them at an event and they'll tell you that they love you.
Right? The next thing that's going to happen from this too, by the way, just as a side effect, is if you do this, when you show up at events, people will walk up to you, give you a hug, and they'll treat you like they know you, and they're your best friend and your neighbor and have known you since you've been four, and that you're the most important person they've ever met in your life. And if you guys ever challenge that, come to one of our events and watch how people surround and hoard the people who make videos in Empower Network. Just watch it. Right?
Whether that person's dramatically successful or if they're new and they're only making a few thousand a month. Right? Look at how people surround at our next event. Just look at people whenever he walks out anywhere, look at how people surround and hoard around and they want autographs from Justin Verrengia and his wife Dee. And they've never met him.
They don't know who he is. Right? Look at how people surround Chris Rushlow. Right? Chris Rushlow, who grew up with me.
He's just in videos. He's all over the place with his pretty little blue eyes. Right? But people walk up and they just want to know him. Right?
They just want to know him. What do you think would happen to Frank Kern? What if he walked into a room with a bunch of people he met on the internet? He's like a movie star. Guys, doing this stuff, if you keep doing it, it'll make you like a movie star.
You'll be like that mysterious, powerful Jedi that lives in the mountains and has powers. People will just want to be around you and want to know you, and they'll trust you like they've known you your entire life if you learn this stuff. It will replace the need to do meetings and all sorts of stuff if you do. Okay, so we're going to talk about direct commands and indirect commands. We're going to talk about, through that, how to tell stories.
And how to use stories and examples to sell more stuff, both directly and indirectly. And how to get people to remember what you say, and kind of make it so you linger around in their mind a little bit. Then what I'm going to do is I'm going to give you some assignments directly on what to do in the next 30 days to take some of these concepts. I'm going to go through a lot fast. And you guys should follow.
Just do it for the next 30 days. Okay, so first of all, what do you need to do this? What do you need to be good at video? Here's what you need: a camera.
Okay? It doesn't have to be nice. It could be your iPhone. Now I actually think an iPhone or an iPad, I know I don't have a phone, but iPhones, iPads, they're cool. There's a lot of cameras that can upload videos directly to YouTube, okay?
A lot of cameras can do it without needing to transfer them to your computer, right? I would encourage you guys, while you're following these assignments, to do that rather than spending hours editing your stuff. Okay? Why would I encourage you to upload a video directly as it is rather than spending hours and hours and hours editing it? Here's why.
It's because this is how long it takes to make a video: five minutes. You turn on a camera, you talk. That's how long it takes to make it.
If you edit the video, let me tell you how long it'll take you to do it. Okay? First, you've got to make the video, which is going to take you five minutes. Then you've got to transfer it to your computer to edit it. Now if you transfer it to your computer to edit it, transferring it is probably going to take between 20 and 40 minutes.
Okay? Depending on the length of video, the speed that your thing can transfer, right? Then you're going to need to get it into a video editing program. If you have a weird camera with weird file types, like some of the stuff I've got, it might take you another 30 or 45 minutes to import it into your video editing program. Then you need to edit it, which you'll probably spend more time on than you did making the video.
Okay? We're not talking about sales videos here. I'm talking about just putting stuff on YouTube. Right? You're going to edit it.
Okay? Which is going to take you forever again. Okay? And then you're going to need to export it, which is going to take another 30 or 45 minutes. And then you need to upload it, which is taking...
It takes you all day of waiting for your video to get made. If you have money, you can outsource that and pay people to do it like I do. Okay? Or if you're in a time crunch, you can just make a video on your iPhone and hit a little button and it'll upload directly to YouTube and Facebook, and you don't need to do anything but the five minutes, and it takes no time out of your day. So I'm going to encourage you guys, if you can, get one of the cameras that can just upload directly.
And don't edit them at all. Just don't even bother. Just practice these concepts and build a community, and for now, don't even bother, especially if you're part-time. Okay? So that's what you need.
You need a camera and a way to upload it, and get a simple camera like, you know, Eric Worre. I was talking about him earlier. He runs Network Marketing Pro. He's the one I was talking about, makes a lot of money just doing video blogging. Okay?
He's built his entire, you know, million-dollar-a-year video blogging business. He's done the entire thing with a flip cam. Okay? He bought a bunch of expensive video equipment and threw it away because it took him so much more time to figure out how to use. He just uses his flip cam and his entire business is built on that.
You don't need fancy stuff in order to get results with this. You need a camera, preferably one that you can upload directly to the internet. And trust me, it will not dramatically increase the sales on your stuff by spending hours and hours and hours and hours editing stuff, and if you do that, you're not going to make a lot of videos. It's going to be discouraging. So until you're making money and can outsource it, here's what I encourage you to do.
Make a video, upload it directly to YouTube, and you can post that directly from YouTube into your blog, and don't edit it at all. If you do that, you'll get way more done and you won't have to take all day and night. Fair? Okay? Make sense to everybody?
That would have saved me a damned eight hours a day of nonsense when I first started trying to figure out how to edit stuff. We'll talk about how to edit stuff and all that fancy stuff later, but honestly, it's useless. I would just make money and pay somebody else to do it in your town, you know, eight bucks an hour, while you go to the beach, if you want to make fancy edited stuff later.
For now, you don't need to do it. Okay, let's go into, now that we've got what you need, let's go into this, well not quickly, we're going to spend 20 or 30 minutes on this, okay? I'm going to go through some stuff and have you write down stories. The majority of the brainstorming I'm going to have you do is going to be after this section, okay?
But I want to talk about the structure of how to make a compelling presentation that sells a specific product. And again, if you guys want to review this structure, it's really simple, here's what you need to do. You can go here, click on this banner up at the top, okay, you can put your email in, you can watch the sales video. What I encourage you guys to also do is, hold on a second, let me go log in here. If you log into EmpowerNetwork.com, let me just log in here real quick, I don't actually have the link to this video if you guys already have the product, okay?
But a lot of you guys do not have the Master's Retreat. Okay? What I want to encourage you to do is click this button. If you don't have it, you're going to see a sales video for that retreat, okay? After I explain this formula, I want you to go and actually watch that entire 90 minute presentation and just check little things off that I'm going to cover with you as you watch the presentation, and tell me, you can tell me of course after you buy, if I follow the formula, okay?
It's a great example of using it. In fact, all the videos follow the same formula, the same structure. Even though I seem off the cuff, and I am off the cuff in a lot of the stuff, it's because I've practiced this so much and I know the structure and it's in my head and I've drilled it. It's in all of our videos, they all follow the same exact sales structure, okay?
So what are the steps to being compelling and selling in a video, okay? What are the steps to being compelling and actually selling something in a video? A few things that are very, very, very important to do, a few things that are very important not to do, okay? Let me tell you a couple of them, all right? And I'm going to illustrate, as we go through this guys, I'm going to tell you guys how to construct calls to action, okay?
And what I'm going to do, as I give examples, I'm actually going to give real life examples of how I might give somebody a call to action to buy one of our products, both directly or indirectly, okay? I'll talk about, for example, calls to action to buy the Costa Rica Intensive both directly and indirectly, right? I might use that as an example. I might use an example of teaching something from a specific video and then referring to it in a way that indirectly does a call to action. Okay?
Or using assumptions and sentences, things that we'll talk about as we go through a little bit later in this presentation. By the way, if you guys don't have the Master's Retreat, I would encourage you to buy that now, and maybe bookmark the page where the sales review is, but buy it now because of the fact that a lot of the stuff that couldn't possibly be covered in this webinar is covered in the Costa Rica Master's Retreat, and it's not in any other kinds of products online because some of this stuff is actually unique to us. People in Empower Network did invent some of these concepts, okay? In the Master's Retreat, for example, the stuff on duplication, guys, it's not available anywhere on the internet.
People think that you've got to do home meetings and all this crazy nonsense to duplicate. I actually break down the formula of how to construct a duplicating system from scratch, and to have a life and do it the way that you want, in a way that will actually make you a master of the game, not just an ever-jumping-from-company-to-company grinder. Right? It's really powerful stuff. So anyways, just referring to that.
So real quick, the formula, and then we're going to break it down step by step. What is the basic formula? What is the basic formula for selling stuff in a video, okay? What's the basic structure of doing it, all right? I'm going to go through it and then I'm going to describe it, okay?
First thing that you have to do if you want to sell a lot of stuff in video is you've got to break attention, okay? Break somebody's mindset they're in, break their state, right? And then you've got to captivate their attention, and it has to be done fast, and you need to do it in every video, regardless of whether it's selling or not. You need to break attention and you need to capture state.
You need to break attention and you need to capture state. There's a lot of ways of doing that, okay? Some of the stuff we do, the only purpose of it is to break state and capture attention. Excuse me, I keep reversing the words.
To break state and capture attention. Some of the things we do, the only purpose is to do that. Okay?
Why do you need to do that? Because, guys, if you do not captivate somebody's attention, you need to distract them from their distraction, right? And sometimes I do that by being a little bit off the wall. By saying something weird, and somebody wonders, did you just say that? Right? Like I might randomly insert some really weird statement in the middle of a sentence, right at the beginning of a video, that makes no sense in the context of the video. Okay? Or for the next ten minutes, why I said that, and pay attention to the video.
Right? For example, one of the things that, if you want to capture somebody's attention, you could ask a question that makes no sense in the environment, but it could be a serious question just to get them to pay attention and to see if they notice something that may or may not exist in their environment, because it will distract them from what's going on around them. Right? So an example of this, okay, is, if you guys watch the video I made on the Get Money tab, on the front of the blog, two or three minutes into the video, I think it's something like this, I could put sooner.
I did some other stuff to capture attention at the beginning of the video. Right? But, two or three minutes into the video, I said, "Do you smell popcorn?" And I stopped for a second. Right?
And then I said, "That's weird." And I had this weird look on my face. Right? Well, people commented on the comments. Right?
But why would I say something like that? It's just stupid. It seems stupid to say. Well, the reason is because people will sit there and they'll wonder why, why the heck do you ask that dumb question? Right?
And they'll pay attention. Right? You got to get people to pay attention. Sometimes to get people to pay attention, you got to be a little bit off the wall. I remember a lady walks up to Tony Robbins, right?
And she's bawling, crying, right? She walks up, she starts crying and talking about her husband, and how this is an awful situation. Tony Robbins had a cup of water in his hand. He threw the water in her face.
She got infuriated, mad, and she said, "Well, why did you do that?" And he says, "Stop, stop, stop, wait, wait, wait, don't pay any attention to the water on your face. Don't pay any attention to the water on your face."
"What's the problem again?" And she starts talking. She starts crying, and, blah, blah, blah, blah, blah. He throws water in her face. And she said, "What, why did you do that for?"
He said, "Wait, wait, just stop, we're not talking about the water in your face, we're talking about you and your husband." And then she starts telling the story. She starts crying, and then he throws water in her face again, three times in a row.
He throws water in her face. And then she starts laughing. But then for the next 10 or 15 minutes, I remember seeing this in a video, this lady could not talk about her husband without laughing. Right? So what did he do?
He interrupted her distraction, right? She's getting sad, and people are distracted all the time by advertisements. Guys, look, for example, all the time you see sales messages, all the time. I mean, you turn on the TV, you see a sales message. You drive down the road.
You see 8,000 billboards. You're on Facebook and you see 8 million ads that your brain automatically starts deleting and ignoring. Right? And if you don't stand out somehow, right, nobody pays attention to your stuff. Get people to pay attention.
Okay. And then you've got to captivate them with what they're going to get from continuing to watch whatever it is that you're doing. What are they going to get from it? You've got to captivate them through that.
Captivate. What are they going to get if they watch it? What are they going to get if they watch this video? For example, if you watch the video for the Costa Rica Mastermind Intensive, I need to grab some water here, hold on a second. Which, once again, if you don't have the product, you just click on the tab and you could watch the video for that product.
I encourage you to watch it all the way through, because you guys are already in Empower Network, you already have at least one of our products. Watch it all the way through. You will learn some very unique stuff in that course that is not taught anywhere. Okay.
A different kind of information though. It's the deeper level stuff that really helps you master your income. But anyways, if you click that video and you watch that video, I tell you right in the beginning of the video that I'm going to teach you a formula of how I construct inspirational sales messages, right? I tell you I'm going to give you something valuable if you just stay. I tell you what you're going to get, and specifically who should watch it.
And I zone in on that, right? And you need to have a reason why people look at everything you create, and it doesn't need to take a long time to explain. You just need to give a powerful, compelling reason on why somebody should watch everything that you could create. Why should somebody watch that video?
What are they going to learn if they watch this video? Okay. What are they going to learn if they watch your video? Okay. What are they going to learn if they watch it?
Okay. For example, let's say I'm going to sell a product. Okay. But I'm also going to give some sort of value in the sales presentation. Why am I going to give value?
What's the purpose of value in a sales presentation? There's only one purpose in giving value in a sales presentation, guys. It's because if you give value in a sales presentation, people will watch it all the way through and see all of the calls to action, and you have a chance to sell them. Okay. If you give absolutely no value and teach nothing in a sales presentation, there's no reason to watch the presentation, right?
And on the internet, on a video, it's not like you've got them in a room, but this is even true if you are in a room. You can't force them into a corner to buy if they don't like it, and if they're not getting any value from it, they leave the video. So even when you're selling, both directly and indirectly, you always want to illustrate a concept that is of value to the people who you want to buy from you. And there's a million things that have value.
For example, you could teach people how to construct a valuable message that actually gets somebody to buy in a sales presentation. Okay. So here's the key with constructing value: you want to construct what I call open loop value.
In other words, it's value that's incomplete unless they take the action that you want them to take. It's value that never completes itself unless they take the action that you tell them to take. They're never going to find the secret unless they actually follow the assignments at the end of your video. Let me give you an example.
A way that you can construct a value-based message, and I'm going to move on because I'm just doing this real quick. Let me give you an example of how you construct a value-based message and leave it incomplete unless somebody decides to take action. I'm going to give you a short version. There's all kinds of long versions of how you can do this and how you can illustrate concepts like this. And I'm going to have you guys come up with examples from your own life.
Hopefully we're going to have time to get through everything I want to get through, because I do want to keep this under two hours. Okay. Let me give you an example of how to do it. I'm going to give you an example of how to do this concept on how to use ambiguous language.
Okay. How to use ambiguous language to sell more stuff. First of all, a lot of you guys don't know what I just said, so you're like, ambiguous language, what do I mean?
I mean, how to use language that is not specific to sell more stuff. You can sell stuff through specific teaching. Chris Record, for example, has more of a style of selling through specifics. Right.
Being specific and being ambiguous produces two different kinds of results in the mind of your listener. Okay. You'll notice, actually, if you look through history, a lot of the most powerful people all through history were very ambiguous a majority of the time. Who are some examples? Religious leaders, political leaders, the politicians who actually win. What happens to the politicians who are specific? Their followers love them and nobody votes for them.
Right. Their followers love them and nobody votes for them. Why? Because getting people to take action, getting people to buy, getting people to vote for you, is an emotional response. It is not an intellectual conclusion, and ambiguity induces feeling.
For example, you'll notice if I talk not specific, what'll happen is you'll get a particular kind of feeling. Okay. You'll come up with your own images and examples and conclusions that might be directed by what I say, but aren't specifically a result of what I say. And you might leave and think about what I just said for the next two hours, and have a breakthrough two hours later from something that I never told you. Like what?
Well, you'll notice a lot of vivid non-specific imagery, if you go through any of the sales presentations that we have on our site. A lot of vivid non-specific imagery. Right. I could be talking about living the dream. Now what's the truth?
If I'm going to be specific, the truth is everybody here has got different dreams, different goals than me, right? You know, people have different belief systems, different belief systems than me. So if I'm too specific on belief systems, you'll automatically resist what I say.
Why? Well, let's say you're an atheist and your listener is a Christian, right, and you're getting too specific on your belief system in a sales video, which probably wouldn't be the smartest thing to do, because Christians are good at selling stuff too.
Right. And so are atheists. They're both good. Right. But you could be ambiguous and non-specific, and they'll come up with their own conclusion from it.
For example, if you watch that story I did, how many of you guys have seen the video I did on the magical story a few days back? If you saw that video, just write in, if you saw it. If you haven't seen it, it might be, rather than watching that, I encourage you to watch the Master's Retreat video if you've got limited time. But I talk about magical stories in there, right? But you'll notice how I divert around all belief systems in that video. Right?
Why? Because I realize that people in Empower Network, for example, right, we've got everybody here, we've got pure atheists here as far as belief systems go, right.
We've got hardcore Christians here, hardcore. We've got people who just say they don't know. Right? We've got scientists here who only believe in evolution. We've got scientists here who only believe in biology.
We've got people here who believe the universe is mystical and the pole is going to shift this year on December 21st. We've got all sorts of weird beliefs, right? So what I do is I tell that in a way where no matter what your belief system is, right, you think that the reason for it is your belief system, right? That's what happens when you use ambiguous language.
Politicians do it all the time. But here's an example of ambiguous talk, right? It's something that doesn't really mean anything, but what you want it to mean, okay?
And if you listen to this as I talk, and there's better examples I could give, but I'll just give you one quick one. If you listen to this, you're going to come up with your own conclusions and feelings, but play along with me. Don't say, well, I'm going to fold my arms and cross my legs because there's nothing specific here I'm trying to accomplish. I'm just giving an example. I'm going to describe something that you'll come up with your own conclusion about.
But what I want you to do for a second, okay, is I want you to imagine what your life would be like if for once in your life, time and money weren't an issue for you. I don't know if you've ever had an experience, maybe you were on a beach, maybe your toes were digging into the sand.
Maybe it was sunny, or maybe it wasn't. Maybe your rain was falling. I don't know if you've ever been in a place, if you've been in a place in your life at any time, where you just knew that by being in that place, everything was going to be okay. Everything was going to be okay.
I remember a time when I was a kid, I was standing on a beach in Hawaii, my parents had taken me out, and I don't remember the name of the beach, it was in some big bay. And I was looking out over the ocean, seeing the waves coming in and going, seeing the waves coming in and going. And I just knew when I looked at that, that it's just like. Okay.
How in life you can't fight the currents of nature that you may notice in your life sometimes, when you're in the right place at the right time and you don't resist, you let go and you just move with the waves, like the surfer who stands on the waves when you're in the right place at the right time and you know it's the right thing. I don't know if you've ever had a situation like that. There's a kind of power that kind of takes over all your actions and everything that you do. If you're in a situation like that happened in your life, I didn't say anything, but all of you guys get wrapped up in my language, saying nothing specific. Okay.
That's an example of using ambiguous talk. Jesus did it all the time in the Bible, Buddha did it all the time, and politicians never answer questions directly. They tell a story. There's a reason for that, because ambiguous language induces feelings and trance.
You may notice as I said something, nothing specific at all, right, that you had a particular kind of a feeling, right? Okay. And a particular kind of feeling is also a nonspecific statement, right? So there's ways of using ambiguity in stories and language we're talking about a little bit as we go around.
But it's important to use, as you go through presentations, if you want to captivate everybody or the biggest percentage you can, you want to use both ambiguity and specificity, and I'm going to teach you how. All right. But what's the formula again? So you got to stop the internal dialogue. You got to break people's distractions.
You've got to capture their attention, okay? And then what you want to do is give them a reason on why they should watch what you're doing and what they're going to learn, and the benefit that they're going to get if they sit there and watch the entire thing. And you should leave that as an open loop to where they can never get the benefit. They could never get the full benefit if they don't stay for the entire presentation.
For example, when you watch the sales video for the Master's Retreat, if you don't stay for that entire presentation, you're going to be missing out on the most powerful concept that I illustrate near the end. And if you don't stay for this entire webinar today, what if you missed out on the one thing, the one thing that you maybe could use five years from now, maybe you're going to be speaking in front of a group of a thousand people and be able to sell something from stage, and maybe right now you're awful at speaking. But imagine what it would be like to be on stage and to be confident, like you are when you're with your lover, your best friend or your spouse, and everybody up in the room rushes to buy. I'm going to teach you how to do that, right, today.
So pay attention through the whole thing or you won't get it, okay. You got to give people a reason, and a compelling reason, to stay, right, and specifically what they're going to learn. For example, today I told you what we're going to go over. Right?
Now, next part is, you need to, this is what I see a lot of people never ever do, okay. It's not absolutely essential to do this completely. A lot of people, I think they just don't do it because they don't understand it, okay. Realize something. You've got a target audience.
You've got people who you want to buy whatever it is you're selling. If it's Empower Network, you've got people you want to buy, and you've got people you really don't want to buy. You've got people you really don't want to get in your team at Empower Network. If they get in your team, they're going to blow your phone up if they can find your number.
And if they can't find your phone number, they'll find a way to find it. They'll spend 18 hours looking for your phone number so they can call you every time they got a problem. You don't want them in. Okay? And you've got people you want in.
You've got your target audience. You've got people who are going to buy your stuff, and you've got people who don't. But here's the thing a lot of people don't get: your target audience for selling your stuff is way bigger than you probably think it is.
Right? Because a lot of people think a target audience is specifically people who have money to spend right then and are looking for what you're selling. Right? That's a classical direct response world.
That's your target audience. Well, I'm a little different. I'll expand it past that.
Right? To people where if they pay attention, they'll buy and get in. To people who don't think they want to buy, but they do want to make a lot more money, and there's a whole lot of surrounding subjects, okay, and surrounding personalities who will buy if you expand your world view a little bit. Right? And what I like to do is pace through what I call pacing.
Okay? I didn't invent this concept, it's just a different way to use it. Right? Some of you have heard of pacing before.
I like to pace through the different levels of people who are watching, of personalities, of backgrounds, of income levels, of belief systems, right, to the point where I've kind of reached almost everybody in my target audience. I don't do this perfectly all the time. Right? But you'll notice I do it all the time.
People who are best at selling do it. Now if you're selling in front of a room, this is really important, because there's going to be people from almost every walk of life in the room. Okay? And the way to do that, the way to pace through different levels, and I'll give you some examples of the levels and how you can do it. The way to pace through different levels is by using personal examples of you being in each one of these levels where people are at, starting from low and going to high.
So if I'm going to pace through income levels, okay, to get people to relate to me, that's the purpose, I'm going to start with broke. Okay? Why am I going to start with broke? There's a lot of reasons I'll cover later. Let's go over some now.
I'm going to start with broke because there's people who are broke on this webinar. Okay? Now, if I tell a story about me being particularly broke, some people are afraid of sharing their broke stories, but we've all been broke. Right?
Those people instantly trust me more. Right? But also believe a little bit more when I tell the next story where I got unbroke. But then when I got unbroke, I wasn't living in a van anymore. What happened is my income blew up, and my phone blew up too.
I don't know if you guys have ever made a lot of money and had no life. My income blew up and my phone blew up too. In fact, I remember one time in 2006, I started to make what I thought was a lot of money, which now I make every day. But I was making it once a month. And now every day I make more money than I ever made in a month before I started on the internet.
And my phone rang from 8 in the morning till 2 in the morning every single day. I don't know if you've ever made a lot of money and had no life. I have. Right? So I'm going to talk about that maybe for a second.
Right? And then what I'm going to do is I'm going to move on. Why? Because, folks, now if I tell a story about how I experienced that in my life, that describes almost everybody who has money in the world, whether they're middle class or upper class. Look, how many of you guys have made money and you've had absolutely no life whatsoever?
Right? How many of you had no life whatsoever and you've made a lot of money? You've had no life whatsoever. Right? Your phone blew up from 2 in the morning till 2 in the morning every day.
You felt like you had to answer everybody's calls. You were customer service, technical support, the programmer, the graphic designer of your business. You did everything. Right? How many of you felt like that?
Well, now what I've done is I've related to you through a video. Right? See, you have to do that in a personal conversation if you're selling one-on-one. I hate selling one-on-one. I'd much rather sell on a video because it just plays all day while I'm doing nothing.
Right? I can get through that story by using some of the things I talk about. I can get those people to pay attention to what I say. They say, "Oh, that's me, I make a lot of money and I have no life, and I'm sitting here late at night looking for ways to get rich on the internet."
I'm interested. Right? But they're going to connect a little bit more if I've paced to their level. Right? So real quick, actually, we'll do this.
Just in one word or less, okay, or two words, write a little reference down of a time when you were... If you weren't broke, if you were just rich your whole life, it might be harder, but just jot a memory down. Just go back in time in your life at a time when you just had nothing. Right?
Just jot it down. On the one piece of paper, you should have two pieces of paper, one to brainstorm and one for assignments. Okay? This is on the brainstorming, a story of when you were broke. Now, I'm not having you focus on being broke.
I'm just having you write this down so you can tell it. Now it's important to not only talk about being broke all the time, just get out of it. Right? Especially if you're broke right now. Don't talk about being broke all the time.
Just tell a story about a time you were broke. You don't have to tell people you're still broke. Just tell them about a time you were broke and a victory you had. You got your first sale and you got out of it. Right?
Tell a story about how you got out of it. You got to get those people to believe. Next, I want to get the people who have a little bit of money but no time to believe that there's a better way. And I actually remember when that happened to me. I remember when that happened to me.
Right? I had no time. Why? Because I promised people in my videos that I would do everything for them if they joined me. I promised that I would do everything.
Now, if some of you guys are here today, you couldn't be able to leave it if you've seen my videos. I promise. You can join. Hold on a second, guys. You guys still hear me?
You guys hear me alright? Okay? Okay. So, I remember, I started making money and I was promising everybody I'd do everything for them. I don't know if you've ever done that, where you got on the internet, or maybe you ran a business where people just call you all the time.
I remember, you know, I had this thing happen in my life where I told people in my videos that I would do everything for them. I'd help them set up. I'd get on the phone. I really care about their success.
I care about them so much, so I'm going to hold their hand and walk through fields of flowers with them and touch their butt as they succeed. You know, I used to promise people the world. And of course, I wanted to deliver the world if I promised the world. And so my life was miserable very shortly after I started my business online, for about a month.
It was miserable for a month. Now, some people, they never get out of this. What happened was I looked at my videos. I said, is there a way to say this, to say the same thing I'm saying that's producing the sales, because it's producing a lot of sales and it's making good money, but is there a way to say this in a different way that makes all the phone calls stop, and makes people actually maybe a little nervous to call me? Is there a way to do that?
So I changed my message. I said the same thing. I said, "Here's why you should join the team, because I'm not going to help you all the time. In fact, I'm not going to do anything for you."
"I'm not going to answer your phone calls. I'm not going to do three-way calls. I'm not going to hold your hand and walk through fields of flowers or touch your butt. I'm not going to do anything for you."
But I'll tell you why you should join, because in my team, people are free. In my team, people don't have to do meetings. In my team, people make money while they're at the beach. In my team, people get to hang out with their wife and their kids.
In my team, the commissions just come into the bank account. It doesn't matter if you go to work that day or if you're just playing. In my team, we want you to make money and have a life at the same time, and I'm going to show you how to do that. I'm going to show you how to do it in a way that doesn't consume you. Now, here's the question I've got for you.
Here's the question. If you had a choice, and the choice was take no phone calls at all and go to the beach and just hang out with your family and your kids and go to movies and have great sex with your wife and do all the things that you want to do, or your husband or whatever it is, if you had a choice to do that or to be consumed working all the time, making the same exact amount of money, which would you choose? Not even an option, is it? Well, here's the deal that I've got with you.
Because you don't want to be consumed on the phone, I'm going to make you a commitment. Before you join my team, you are not allowed to call me. Never. For any reason.
Because if I have to take your call, you have to take your downline's call. Imagine what your life would be like if you had 1,000 people, or 10,000, or 20,000 in your team and you were going to take all their calls. Imagine how awful it would be. Do unto others as you would have them do to you. It's the golden rule, right?
So if you don't want people calling you, don't call me. I'm just going to teach you how to get rich without the phone. Who's interested in that? So I just taught you something and told a story of how I got out of it. Instantly, the phone calls stopped.
What happened? I changed my message. It instantly stopped. I stopped getting support requests. I stopped getting people complaining.
And my team succeeded more and we all had more free time, and we all made more money. Same message, this is why you should join, except I just deleted all the stuff I didn't want, right? So that's an example of how I got out of the busy thing, that I might use. And now people are really starting to be interested, because now I'm talking about making money and having a life at the same time, and an example that actually happened to me.
And you can use stories like this of other people. This is how I'd pace through those, something like this. This is just one example. I can come up with a thousand examples, because it's the same formula for everything. But then I'm going to go to the last phase, if I'm going to pace through income levels.
And this is what I call the rock stars. This is the rock stars, right? What's the rock stars? There's a way of making money. Imagine if there's a way of making money where you just show up in a town, and everybody knew who you were. It's like you're a rock star.
People want to just get around you. They just want to make videos with you. And you're just making lots and lots and lots. You've got the money, but without the time control, without your life being slammed all the time. I remember what it felt like to do that.
I remember the first time I went to a conference. Now, I was an internet guy making all my money through videos. But I went to a conference. I went to an event. I was amazed at how much people I had never met loved me.
I mean, I'd never talked to them. I had no clue who they were. And my wife was in awe of it. She said, "What's going on?" She said, "You've never met any of these people."
"You've never talked to any of them. They're acting like they've known you your entire life." And you know what the cool thing was, though? See, a rock star has this problem where they've got to hide when they go into town. They've got to wear a hat over their eyes and sunglasses.
You know, they've got to hide themselves, because the photographers will come and get them. And they're consumed with attention all the time. I remember I was on the plane with a rock star just the other month. And some girl said, "Oh my God, are you that guy?"
And she jumped over onto his lap and just took a photo with her phone and then ran away. Right? They've got to deal with that all the time. Imagine if you had the fame of a rock star.
And the money, maybe more money, I think, than most rock stars do. But you only had that attention when you wanted it. The rest of the time you do whatever you want.
Nobody knows who you are. It's like you got everything. Right? If I told a story through that, I'd captivate every level of income. Right?
That's an example of pacing. What's pacing? It's using stories that will give everybody in a room, or in an audience who's in your target market, reasons to listen to you.
And simultaneously, somebody who's not in your target market, somebody who shouldn't listen to you, will just hang up. They'll just go away. And you don't want them to watch the video. Right?
You don't want them to buy, because if they buy, they make your life a hassle. So I might say something to offend that person a little bit. And if you don't like offending people, you could just put them on the edge of their seat, or make them get so nervous...
...with what you're saying, that they leave. I actually want them to leave. Some people say, "Dave, why are you so off the chain all the time?" Well, I want people who specifically should not be buying to go.
I don't want them in. Why? Because they complain all the time. They complain on Facebook. They complain on their blog.
They're complainers. I don't want complainers in Empower Network. I don't even want them in. I don't want those conversions. It's not worth the hassle.
Right? So I'm going to chase those people away in the process, maybe a little bit. I make those people maybe even a little offended. I want them to go.
I don't want them in. Right? So that's something else you can do. Right? So pace.
Stop the internal dialogue. Captivate the attention. Tell people why they should watch you, what they're going to get if they do. Watch you.
Leave an open loop there. Pace through the belief systems of your target audience. Right. Now as you're telling the stories and moving through this. Okay?
As you're telling stories and moving through this. Right? And you guys will notice this as you watch. Different things. Here's a great video to watch.
If you go here. Okay? Those of you who have the master's course, I want you to...
...as an assignment, I want you to watch this: the introduction speech we did. It might be actually the first two videos in the master's course.
See if you guys remember. It was the first night. It was on Thursday night. We spent about two hours and we went through. What we did was we spent two hours pacing through where we're going to lead people over the weekend.
And then we brought it back down to what they need to do now to take action. And there are people who watched those first two hours and said that was worth $5,000, they could go home. Right? We still had 38 videos after that, but watch how I use that concept in those first two hours to create value.
Okay? Assignment: pace through. Right? Now, a couple important things to understand that are useful.
I'm going to give you guys some ways of doing this as we get in a little bit later, and I need to move through some of this stuff fast. There are different belief systems, different value systems, and also there's different ways people see the world and perceive the world.
And a good teacher reaches as many people as they can. Okay? For example, if you don't tell people why they should watch a video, you're going to miss out on the vast majority of the population who will not watch something for half an hour, an hour, unless they know why specifically they need to watch it.
But if you also don't tell people specifically what they're going to learn, you're going to miss out on that group too. Okay? But also, as you're talking, there's people who see and experience the world in different ways. For example, a lot of you guys are primarily visual. Anybody here have an excellent sense of direction?
Anybody here excellent sense of direction? Okay? Excellent sense. You have Thomas Bowman. Okay?
Anybody else excellent sense of direction? Okay? See, some people, they go into a town and they remember how to get somewhere if they've been there once. My dad's like that. He came to Costa Rica and he knew how to get places that I couldn't find.
And I've been here, I've been here for, you know, two years, when he came down. And he remembers everything when he goes to a town. He knows the whole town in like a week. It's unbelievable. It used to drive me crazy.
I used to say, man, how does he get such a good sense of direction? Well, here's the truth, and here's what I learned when I learned about representational systems. There's no actual such thing as a good sense of direction. You do not have a magnet in your body that tells you how to get somewhere. Maybe some animals do, definitely not people.
There's no such thing. There's no such thing as a sense of direction. Sense of direction is a word invented by people who are not visual. Because every person that exists in the world with a good sense of direction has a strong visual representational system. What does that mean?
It means they see and perceive the world primarily through images that they have in their mind. Not everybody is like that. For example, I'm more of a kinesthetic person. I see the world primarily through feelings and language. Okay?
That's very different than a visual person. The reason why I don't have a sense of direction is because direction is visual. Everybody who is very strongly bent towards a visual representational system also has a good sense of direction. Right? Now, what's the point of knowing that?
Well, maybe not so much a point, but you'll remember it. Right? Next time you hear "sense of direction," there's no such thing. Okay? But what's the point of that?
Well, you've got visual people. You've got kinesthetic people. You've got people who are primarily auditory as far as how they see the world. Some people hear everything around them, but they don't pay too much attention to what they see. Some people pay more attention to their feelings.
For example, our chef, we've got this chef, she's always talking about her feelings, and how she's guided by her feelings, and how she's got to follow her heart. People who use language like that, right, they're kinesthetic people. People who are predominantly visual get driven crazy if you're talking about feelings all the time. Why?
Because they don't let their life be guided most of the time by their feelings. They're guided by visual images that they see in their mind. Visual, kinesthetic, and auditory, each personality uses different language patterns, okay, that they use to describe the world. For example, somebody going to the beach.
Right? A kinesthetic person, when they go to the beach, they're going to talk about how they went to the beach and the sun was just so hot, and where their toes were digging into the sand, and they felt the water going over their feet. They just had this feeling that it was going to be a great day. A visual person is going to say, "I went to the ocean, and it was so crystal blue."
"The hot, yellow sun was just down over the ocean. I could just see the reflection of the sun in the ocean, perfect crystal blue. I could see the fish right at the front of the ocean. There's a little stingray swimming around. I looked at the perfect white crystal sand, and I said, this is going to be the best day ever."
An auditory person, going to the same beach, they say, "I got to the beach, I heard the wind just gently going by. I couldn't even hear anything in the background but birds and animals and singing and the sounds of the waves rushing in, and I thought to myself, this is just going to be awesome, right?" People see the world differently through those main representational systems.
You need to cover them all, or you'll lose a majority, you'll lose two-thirds of the population. Realize people are not like you, okay? Just realize that as you're telling stories that describe things through those three senses predominantly, smell is not as important either, or taste, when you're telling stories, okay? Next thing is, okay, social proof, okay? Social proof, if you don't give social proof, your conversions on everything will go way down. What do I mean by that?
Proof, right? You did something, you got a result. Somebody listened to you and they did something, they got a result. You're talking about making money, somebody made money by listening to what you say, right? You can disclaim to the moon, right?
Every time you talk about money, you should disclaim, just because the government, they'll crack down more as time goes by, right? Everybody here should know that with how much we disclaim everything, okay? But if you don't have social proof of some kind, you're telling people why they should listen to you, right? You're telling people what they're going to learn, you pace through so you relate to your target audience, maybe you fend away the people that don't, and then you prove to them that it will work when they master the formula. So they've got a reason to watch the video.
They've got a reason to watch the video. They feel like they connect to you. I don't know if you guys, if you ever watch a video of me, or maybe Chris Daughtry or maybe Justin Verrengia, right? You just feel like you know the person. You just feel like you know them, right?
You just feel like you connect with them. Well, that happens through stories, right? Or maybe you just see something in them. Maybe if you just pay attention and watch them and watch what they do, maybe the situation in your relationship is going to be different. Maybe the situation in your life and your environment will change.
You'll be able to move into a bigger house, a bigger car. Or maybe if you just lean in and you listen, you'll hear the one word that will change your life. See, notice I just talked to all three kinds of people, predominant representational systems. It's very important to do when you're telling stories and things, right? Okay?
Social proof, right? So for example, you go through the video, the master's retreat, if you go through the $25 sales video, right after I pace through some different people, okay, we have testimonials in both videos, right? Other people who got a result by doing exactly what I say, right? Other people who had a breakthrough from listening to the words that come out of my mouth. Other people who saw what you see and had a breakthrough, right?
You'll notice that if you watch that video, right? Social proof, you have to have it. You say, what if I'm new? Well, you know, take social proof from some other people's stories that have results, right? It doesn't have to be you.
It doesn't matter, right? It doesn't matter, okay? Now, here's the part, and we're talking again about sales presentations. Here's the part where you've got to deliver some value. You've got to deliver some value, right?
You've got to teach them what you said you would teach them and why they should listen. You've got to deliver on that part, okay? So if you tell somebody, for example, if you follow the assignment I gave, the video for the master's retreat, all the way through, okay, to watch the whole 90-minute thing, if nothing else, just to learn something, I tell you in the beginning of the video that I'm going to teach you my formula for constructing powerful sales presentations through inspirational communication.
And if you watch the entire video, I'll promise you I'll actually teach you the formula, okay? I do that because delivering on what you say you'll deliver creates trust, okay? And if you're always promising, you're always going to deliver. If you promise all the time and never deliver, people will stop trusting you, right? And they'll buy a little less when you're giving your calls to action.
But here's the thing, they won't make it to the call to action because you are not giving any value, right? So you've got to deliver on some value. And I think you should teach, and I think you should sell through teaching most of the time. There's times when you just sell all the time. But if you sell through teaching, people who don't buy keep coming back to learn, and they keep buying over time.
Eric Worre does a brilliant job of that. One of the reasons I brought him up is he's an outside example of somebody who uses a video blogging formula, gives value all the time, and indirectly sells all the time, okay? You deliver the value. The next thing is, you always want to leave an open loop, if you're delivering value in a sales video, on something that they can't possibly learn unless they buy.
You can't possibly learn unless you take the action they tell you to take. For example, some of you guys are going to follow the assignment I give at the end of this video that's going to make you into a powerful person on video.
They'll give you a cult following, like you're some famous leader in the world when you're around them. But then when you're not around them, nobody knows who you are. It's like you're this mysterious person who lives out in the mountains, makes a bunch of money, and just has everything in life that's good, right? You'll feel sexier, look cooler, all of it, right? Some of you guys will follow the assignment.
Some of you guys won't. Well, if you don't follow the assignment, you're not going to get the value. So you have to follow it, right? But also, and I'll talk about this through indirect suggestion, if you sell through action assignments, right, people will buy without feeling like they're sold, right? So for example, if I was going to do a webinar on blogging, right?
I would make it just an assumption, by doing the webinar on blogging, that somebody could follow this formula, but they could only follow the formula if they followed the steps I'm going to give you at the end of the presentation. And here's the first step. Number one, buy the blogging system. Buy the blogging system. Why?
It's easier. You'll be set up instantly. And I want you to get right into the blogging. That would be an assignment that I would give. Well, it's also telling somebody what to do.
All right, selling is easier through teaching, right? I'll tell you some more ways of how to do that in a minute, right? Selling is easier through teaching, because people don't feel like they're being sold. They feel like they're being taught and got value, and they still buy, and they think that it was their own idea, right? Which it was, because you guys all bought this for one reason or the other, right?
Maybe you bought it for this webinar. Who knows why you're here, right? But then, you want to give a call to action, build value for a product. You do that through the details, right?
We'll talk about that more in a future series on copywriting. And you want to tell people specifically to buy, right, using the call to action patterns I'm going to talk about. You want to have a whole section that's only dedicated to telling people to buy, right? And it will be more compelling when you tell people to buy if you tell them through stories, okay?
If you tell them through a story of a time you decided to buy, because that will make them connect to you, and feel like they're experiencing the same thing you're experiencing. And you'll notice every time I give a call to action, I do it through a story of a time when I took action. I tell the story a lot of when I was first getting on the internet.
There was a single moment that changed my life. I wouldn't think it would change my life when you hear it, but it changed my life. It changed my whole life. And that single moment was this.
It was this. I was sitting on a page like you're on now. There was a button that said "buy now." Big one. I remember it.
It was orange. It had red around it. Like the button you're seeing now. I was sitting there and I was staring at that button. I had my credit card out in my left hand.
My heart was pounding. And I said, "Am I really going to do this again? Am I really going to do this again?" But just at the moment when I was about to say, "Ah, now this is going to be another course I put on the shelf," I said, "Yeah, I'm going to try this one."
Now think back to that time. Imagine if I had not decided to buy. And as you're on this page and you're staring at that button, there's three things you need to do. Hit the button right now. Fill out the form.
Here's on the next page. You'll need your credit card to do that, so you might need to go grab it real quick. Just go grab it real quick, come back, pull it out, put in your credit card information, and hit the button right now. See, that's an example of a call to action through story. Very effective in video.
And you can do it, by the way, indirectly all the time in video. Every video you make, you should make a call to action, right? It's useful in a sales video after you give a call to action like that to do a logic pattern sell. All right, because there's people who want to know, well, what's the logic? What's the logic in why I should take action?
And you want to give them a little bit of logic. And there's a million ways that you could give a logic pattern on why somebody should take action, and it could be something you construct in five seconds. It's super easy to do. But a way to give a logic on why somebody should take action is really simple.
You've already presented them, hopefully, the value in this, but think about this. This would be like a logic pattern, for example. Let me give you an example of a logic pattern for the Costa Rica Intensive, an example of how you could do this. You could be selling that product in a video or talking to your team about buying that product.
Let me give you an example of a logic pattern. A logic pattern would be this. Let's say you're looking at that and you're like, "God, that's $3,500 bucks, right?" Why should you take action?
Look, I know I relate. That's a lot of money to a lot of people. $3,500 bucks is a lot of money to me when I first started. I would have had to figure it out, borrow it, whatever. It's a lot of money.
So the question is, what are you going to get out of this that's worth $3,500? Why should you take action now? Well, first of all, here's what I want to say: what you got to think about for a second is what people really pay to create income.
What do people really pay for information that helps them create income? What do people really pay? Let's take a doctor for an example. What does a doctor make?
Anybody here know? What's an average doctor make? It's not as much as you think. How much should they pay? Well, that's an interesting question, a lot more than $3,500, right?
To go to school for longer than anybody else in society virtually, to then go and work as an intern so that by the time they're 55, they can pay off that debt, and make the kind of money that I made after my third month online. So in other words, what a doctor pays for gets him there most of the time. Some doctors make more, you know, there's doctors in the world that make a lot more money than I do still. Right?
I'm not the richest person in the world, and they'll fight through eight years of school to do it. You know what he told me? He said, "I have to have 17 patients a day." He has to see 17 patients a day.
That's two an hour. If he's working eight hours straight, you throw an hour lunch in there, he's nine hours. You throw a couple breaks in there, he's ten. Every day, five days a week, he needs to see 17 people a day. I'm going to teach you how to do that without seeing anybody a day.
So what's it really worth to you? $300,000. You get it for 1% of what it's worth. That's an example, a quick example of a logic pattern, right? Logic sell.
A quick action, and then a story with another direct call to action, and then you could just keep doing that, but I tend to end it after two or three. That's my formula for how I construct videos. Now, I don't have that in the slides, right? Hopefully you're taking some notes. If not, you can come back and watch the replay.
That's an example of how to construct sales videos, okay? How to do it. And everything I do that's a sales video follows that formula, whether I'm talking on a whiteboard, or if it's slides, it's not really that important how I do it. I've sold equal amounts through both.
And that formula has done 20 million in sales. Now real quick, I'm going to go on with some cool stuff. My outstanding student loans, total, all loans, $94,000, to go into engineering and IT. My dad paid his chiropractic bill off at 57. What's it really worth? It's 3,500 bucks. It's nothing, right?
It's nothing anymore, right? So that's an example of how to use a logic pattern, because you got to appeal to people's logic to capture as many people as possible. You want to appeal to logical people because, you know, sometimes we avoid that, because I'm not very logical. You know what I'm saying?
I make decisions emotionally through feeling, because I'm a feeling guy, right? But I got to appeal to the logic, right? Chris almost always appeals to the logic. Right? You guys see, well, that's really important to have at the very front end of a training series.
Now, who here thought that what I just taught you was worth a lot? Who here thought that was cool? Right? Who here thought it was awesome? Okay?
Think that was worth it? That, to me, is worth, if I think about it, it's done $20.4 million in sales in the last year. So to me, a doctor makes 300 thousand a year and that's how I make my sales stuff. Okay? So it's worth it, right?
That's worth a thousand dollars at least by itself. And maybe you guys go tell people that, right? Now, let me get into some magical things. Now this is where the assignment comes out.
Guys, we got to move through this fast, okay, because I'm going to actually try to be done in two hours. Although this one might go two and a half. Okay? Because I want to get through all this stuff. Now this is an introduction.
Now as a brief thing to get really good at this, I want you to buy the master's retreat. All right, we'll talk about that. But what I'm going to do is I'm going to talk about some magical stuff you can use in storytelling and in selling. Some magical stuff.
Guys. And before I teach this, let me tell you what happened to me when I started using this kind of stuff and I started thinking a little bit differently about influence. When I started thinking differently about influence, my life changed.
The first time it changed was 2006. I was doing hotel meetings, and I was selling to 20% of the room, okay? It was a $1,000 product. I don't know if you guys have ever earned some weenie ass horse shit like that before. But you know, that's where I was, I was trying to get rich by building this massive, unbelievable downline, right?
That would always quit the next month. But, you know, it was hard to make money, because only 20% of the room would join. So I'd have to get 10 people there just to make 400 bucks. And my team had to do that too, and so as a result our meetings had, you know, four or five people.
Now this was the first time I had a breakthrough, right? I'm not telling you to do hotel meetings, right? First time I had a breakthrough was from one thing I'm going to teach you. One thing I'm about to teach you. Okay?
And this is what happened. It went from 20% to 80%. 20% to 80%. From this one thing. Right?
Which now to me is nothing, because I make more than that every day, right? But that was my first breakthrough. So what's the concept that I learned? I learned that there's patterns in your language that, regardless of whether you are aware of them or not, are either hurting you or helping you.
And even people who don't know they're doing them have the good patterns in their language, and people who don't know they're doing them but are failing have the bad patterns in their language. And there's ways of representing your ideas in ways that are absorbed by people, and there's ways of representing your ideas that make it so people don't take action. Right?
Let me give you an example of something that's embedded into the language of every person who has influence in the world, regardless of whether they know it or not. Let me teach you one thing. There's a thing I learned. The original one. An embedded command.
An embedded command. Right? Now this is something that's super easy to do and is super easy to inject into language. It's a good place to start as a beginner. So we're going to go through these.
I'm going to teach you, there's a lot more of this stuff in the master's course. Actually, if you don't have the original Costa Rica sessions, there's a lot more of them in the master's course. If you don't have this, it's worth buying it just for this stuff.
And to pay attention to this stuff through the course, we use it through the whole weekend. We use an embedded command thing through the entire weekend to create a response in the audience, a breakthrough. There's a way of actually structuring a breakthrough. Some people wonder, how do you have a breakthrough?
Well, you can actually structure a breakthrough by understanding the nature of breakthroughs. A breakthrough is actually a really simple emotional response somebody has. There's ways of using your words, if you have enough time, and you've got to have time to do it, but there's ways of using your words where you can actually structure a breakthrough. Now not everybody's going to have a breakthrough even when you do that, but if you do it, a significant amount of the people listening will have a breakthrough.
They will have a breakthrough just by you structuring it, and understanding the nature of breakthroughs. So we do that for the whole Costa Rica Intensive. It's almost impossible to watch that whole thing without having a breakthrough. You can't.
Because we structure it. It was planned when we started. So what's an embedded command? An embedded command is simple. It's injecting a command into a sentence that's not a command.
It could be into a question. It could be into a statement. It's not a command when you look at the whole sentence, but if you just chop that part out of the sentence, it is a command. For example, if I say, "I remember a time when I decided to buy a few years back, when I was sitting there and I was looking at a button."
"I looked at that button and I said to myself, I've got to click that button and buy, because if I don't, I might not get the result that I want. Imagine what will happen though if I decide to buy and take action now. I wonder what will happen."
And I did. Now if you break that sentence apart, there's like 18 embedded commands in there. That's an example of an embedded command. I am indirectly telling you things like decide to buy, decide to take action.
Advertisers use this all the time on TV, but they've only got 30 seconds in a commercial. You can do it much more effectively if you're making videos all the time. If you guys break the rules, I'm going to tell you how to do it.
If you guys break down Tony Robbins, one of the fascinating things is he uses his stuff better on a mass scale than almost anybody I've seen. But you can break it down. Every sentence he has four or five embedded commands that are structured in different ways. Some of them are super advanced in every sentence he says, and he does it entirely naturally. Right?
Great preachers do it. Right? Religious leaders do it. They're some of the best at it actually. Because, you know, they make their living by getting people to volunteer to go to church every week, because if somebody doesn't want to go to church every week, they just stop going.
Right? So they got to make people volunteer to show up. Network marketers are some of the most phenomenal people in the world. Actually, Curtis Broome, if you guys know him, right, he's done the emceeing at our events.
You know, he'd never been introduced to this stuff, and this guy has an embedded, I mean, he's got a team of 300-something thousand in a traditional network marketing scene, and he has an embedded command in almost every word. He didn't even know he was doing it. I took a sentence.
He does it from the time he wakes up to the time he goes to sleep. But here's what happens: that might not influence somebody if they hear it once, but if you talk like that all the time and it doesn't sound manipulative, because it is how you talk, successful people talk like that naturally, right? Unsuccessful people give negative representations all the time.
I give you a bunch of examples. I broke down language patterns of people that aren't succeeding. Just wondering what's wrong with this person. They're making videos and blogging and they're telling people, accidentally, in their videos, that if they join, bad things are going to happen. I told somebody one time, who was making almost no money at all.
I pointed it out five times. They changed it, completely changed their marketing instantly, right? Because they were telling people through their language not to take the action they wanted, because if they did, it was going to be painful and hard and difficult and awful. Well, what a dumb representation to give somebody accidentally, but you don't know if you don't know, right? Injecting commands into sentences.
So real quick, here's what I want you to do in the brainstorming section. Okay. And we'll get through this really quick. I want you to come up with one sentence. We're gonna take 20 seconds.
Come up with a sentence where you inject a command somewhere into the sentence that is not a command if you look at the whole sentence itself. Be back in 20 seconds. Okay. It's not going to make you good at that overnight.
Okay. Hopefully you guys followed the assignment. However, if you just make yourself aware of it, you'll automatically start doing it more often, and people who tell people to do things more consistently tend to have more people follow them. Okay. Very important.
All right. But you want to make sure that you're doing it right. Okay. And you want to inject those into your conversations all the time.
You guys can't even talk to me without me telling you to do something indirectly. It's impossible. I've been doing this for so long. Right. Why?
Because I know that this is what causes people to take action. Because when you decide to take action, right, when you decide to take action in your life, it's better for you. Right. And if you could imagine a time in your life when you took no action, you probably didn't get very much results. But every time you've gotten a lot of results, every time you've produced an extraordinary income or extraordinary part of your life, something magical that happened to you, every time you've had something magical happen to you,
it was because you decided to take action, maybe like you're doing now. So decide to take action. Right. I had 18 zillion embedded commands in there. Right.
That's an example of an indirect call to action. Right. Because you can insert them all through a presentation, and indirect calls to action get absorbed unconsciously because people do not resist them. Where direct calls to action, people will resist.
Now, some people will resist everything. That's okay, because you know that people who resist everything don't ever make any money. People who make a lot of money are people who decide to take action and people who decide to absorb the concepts from successful people. That's one of the reasons we tell you to listen to the inner circles: because these language patterns that successful people talk about will be absorbed in your mind. You'll talk like that.
Well, talking like that produces dramatically different results. Aaron Rashkin, he's a monster when he talks, everybody just starts listening to him and follows him around, right. I'll bring him out a little bit later. Right. And that's an example of one language pattern that you can use.
In your things, indirect calls to action. There's a lot of them, and we cover some of those, and I've written blog posts about some of those, and I use a lot of those in my videos. It's a way of telling somebody what to do indirectly. Here's another way of doing it, that's really useful, that you can use all the time, and it doesn't, people will continue to hear it and hear it and hear it.
And you might not think it will have too much influence if you do it once, but when it happens 400 times in a month, it has a massive influence over people's decisions. People who don't like it or aren't your target market, they'll go away and they won't buy, right. They won't make a decision to buy and they won't make any money. That's okay. Right.
Here's another example of how to do it. Negative commands, right. I'm not talking about being negative. I'm talking about using "not" in front of a command. I've written articles about this, but let me give you some examples of how to use it.
Okay. And some of you have seen the articles, some of you have not, but this is an example of a very common language pattern in successful people. See, a lot of people will say something like this: "You've got a choice."
Okay. "You can decide to join, or you could decide to close your computer and walk out of the room," right? That's not a very good thing to say. And here's the reason why: if you give somebody an image in their mind of the action that you don't want them to take, their mind sees the action and makes an image of the action you don't want them to take, right, of the action you don't want them to take.
Okay. However, your mind cannot process, directly, visually, as a representation, the opposite of something. So if I say, "Don't think of a pink elephant," you think of a pink elephant automatically, don't you? Here, exercise with me for a minute. Try to not think of what I say.
"Don't think of a purple tree. Don't think of a pink elephant. Don't think about hitting the buy button and deciding to join right now. Don't think about an orange buy button that says get instant access in blue letters with a slightly red border around it." I don't want you to not think about that button and not have the desire to click it, because, you know, maybe you don't want to buy, right.
You can't not see that in your mind. Just describing it makes you see it, right. Saying not to do it, right, makes you see an image of doing it, right. If you decide to get in with us, it's awesome, but you know what's also awesome? It's awesome if you don't decide to buy, because I realized something.
People that don't decide to take action with things that I say, and people who decide to take action in life, you know, they're not always going to get the same results I want, and to be truthful, maybe I don't want somebody knowing everything that I know. Maybe I don't want somebody knowing these secrets, because maybe if they know the secrets, maybe they'll get the same results I'm getting and take a little of the attention away, and maybe they'll be a famous rock star too, and I might not want that. I might not want you to be rich and powerful. And so, if you don't decide to take action, it's okay, right?
Notice how that entire phrase, that entire sentence, and I just made it up right now, created images of you just succeeding and being powerful and knowing the secret. And I told you to not take action, and it still produced that image. Well, the images in your mind are what make you make decisions, right? So an example of that is usually indirect language patterns. So saying "don't," "don't do this," and then telling them what not to do, will produce the image of what you tell them.
Right? So if I say, "Don't close your computer, turn off your screen, walk away and go to sleep, and decide to put your credit card in your pocket and walk away, don't do that." What did you just think of? Right? You just thought of closing your computer, and some of you are going to do it, because I said that.
Right? I just produced an image of doing exactly the opposite of what I'd want somebody to do. And a lot of you guys do that all the time in your videos. Just be aware of negative representations. Right?
Make your negative representations always, always, always get people to do what you want. People who don't like it will just leave.
That's not manipulative. Successful people do it naturally, and unsuccessful people tend to do the exact opposite. They tend to not create amazing, wonderful representations. Imagine if everything you said created a representation with everybody around you, exactly what you wanted them to do, not just for you, but also for their best success, because you want people to be successful, don't you?
Maybe you don't want other people to be successful, and maybe you don't want great things in your life. Maybe you don't want a fancy car in a rich house. And that's okay if you don't want that, because you're not the kind of person who should buy. Maybe you're not the kind of person who should buy. That's okay if you want to stay there.
That's okay too. Maybe you don't want fast cars and to look sexy and to just feel good all the time. That's okay. You don't have to buy it, right? See, so that's an example of a negative representation you can use casually all the time.
So real quick, come up with an example, one single example. I'll be right back. Okay, that's another example of a pattern in language. I should grab something to drink, right? But I also want you guys to actually complete the assignments.
But being aware of this stuff, you'll stop doing some of the stuff that makes people sound bad. But also, here's another important thing. You know, and this could be in any belief system, guys. It doesn't matter what your background is, right? It doesn't matter whether you're a psychologist.
It doesn't matter whether you're a person in a church attending as a Christian. It doesn't matter if you're Islamic or an atheist. It doesn't matter your religious background or your schooling background or if you're smarter than me or not, right? The words that come out of your mouth control how you perceive the world. And if you're saying those representations out loud all the time, and you're creating negative images of what you don't want in your life, not only does it chase people away from buying stuff, but it also chases you away from making decisions that will change your life.
So stop it, right? Being aware of it helps you stop it. Okay, those are two examples of indirect calls to action that you can inject. Now let me tell you a super powerful strategy of using stories, okay? I'm going to go through a couple of them, and then I'm going to have you jot down some examples of the stories, okay?
Okay. Some examples of the stories. Everybody here, if you don't know what an archetype is, just look up archetype, okay? Look up archetype, okay?
And read the Wikipedia description of it. It's good enough, right? An archetype is a common social image that creates a response in almost everybody in the world, regardless of their background, right? Or in a very high percentage of the world, right? And archetypes...
You can tell a story, if you tell a story through and use it as one of the archetypes, okay? People can't help the emotional response that they create from the archetype, right? For example, there's an archetype, there's a kind of story that gets people to have a feeling of victory, right? Feeling of victory.
What's that? It's the underdog who fights his way to the top. Right? I can't say Rocky without a bunch of people getting inspired just from the feeling of the movies, right? The underdog who's 40 and miserable and fights his way to the top.
The underdog archetype is the rags-to-riches story. Somebody who struggled for years, right? And made it. And you can wrap archetypes into indirect commands. And if you use them...
...to illustrate different points, people remember what you're teaching more, because people do not remember specifics. They only remember stories and images and feelings and things like this. Most people will forget almost all the specifics on this webinar, but you'll remember the stories, and indirectly remember what I say, because of the amount of stories in here, okay? The savior archetype, right? It's an archetype.
It's a story that repeats itself thousands of times in different cultures, okay, in different ways: of somebody who's here to lead you to the promised land, right? The story of leading somebody into the promised land is a story that's used all through history in different cultures, but it's a story that also happens a lot because people have the desire to follow a leader who's there to lead them to the promised land, don't they?
Why are you guys here? Right? You're here because there's a promised land, aren't you? Right? There's an image of what you think the promised land is.
Right? There's an image of what you think the promised land is, which might be living a better life, buying a fancy car, and by telling stories of social archetypes, and you just look up social archetypes, Jungian archetypes I think it is, and you could just look up what... There's a list of what the main ones are that are through every culture, okay? And think of stories in your life of those archetypes happening to you. For example, my rags-to-riches story.
Fantastic archetype, isn't it? To sell from, right? If I could tell that story, automatically people have the feeling of being inspired by the rags-to-riches archetype, right?
Really useful to know. And what my challenge is, just write this down real quick, okay, because we don't have time for it now, we've got to finish this up, and I've got to bring some people out. What my challenge is for you: go find the archetypes, like 20 main ones, okay? And I want you to just think of a time in your life when you were fulfilling that archetype.
The reluctant hero. I didn't want to teach these things, because the truth is, when I first knew this stuff, my whole life became magical. All of a sudden, everything I did had 10 times the result.
All of a sudden, every presentation I did sold 15 times more. All of a sudden, when I made a video, I could construct it on command, because all the stuff was in my brain. I just started telling stories with commands in them. I didn't want to share this information with you. But I decided.
I decided that I want other people to have the life that I've got. I decided I don't want to be the only one in the promised land. I want an army of powerful, rich, successful people that live like rock stars.
I want an army of people that can give money away to the poor. I want an army of people who are able to spend more time with their wives and their families and live the life of their dreams. I want an army. So I decided to teach. Why not?
Right? Reluctant hero. Okay. So archetypes.
Okay? Fantastic thing to use in storytelling. Now, most of this I was talking about was selling stuff.
Okay? Now let me talk about, real quick, the formula for getting amazing on video and making money from it. Now, I'm not going to talk about SEO optimization in this. We talked about that stuff before. However, as a bonus video, I'm going to have a person do a video that tells you how to set up a YouTube channel.
I encourage you to just use YouTube, guys. I mean, it's free. Other people will find your videos on YouTube. Just be careful about infringing copyrights on YouTube and getting your channel cut off. It's the only thing that will get your channel shut down, if you're infringing copyrights and using images you shouldn't use and things like this.
But I'm going to have somebody do a bonus video on optimization for videos, to get more traffic and things like that from them. But you can use the principles that Chris Record did to do videos. Right? You don't have to really go beyond that. You can embed those directly into your Empower Network blogs if you're using it to build here.
But I encourage you to make a video a day for the next month. Okay? Using some of this stuff that I'm going to talk about. I'm going to give you an assignment for that in a second.
Okay? And I'm going to tell you the formula for the video content money-making formula. Now, I did this for a long time. I haven't done this every day in a while. I might start up an everyday kind of thing again.
But you can build an entire business model off of video blogging very easily. And it's super social if you do it. And if you do it, you will be one of the best communicators in the world. But also, I encourage you to do this just to practice some of the stuff we talked about. Just to practice some of the concepts in the Costa Rica Intensive.
To come up with, you know, to learn how to go off the fly and just communicate like you're relaxed and talking to your lover or your best friend. Just to learn how to do it, I encourage you to follow this assignment. Just to get better. Just to grow a little bit more. Just to see the effect that it has on your list.
Just to see if it makes people decide to buy. And you can put them on YouTube. You can embed them into a sales page with a buy button and then get people to buy stuff too. But give them value, and you can do that.
They'll keep watching the video all the time. All right? So let's talk about what to do and how to use some of the concepts here. Now we're not talking about sales videos here.
We're going to talk about indirect selling. Okay? And how to communicate with your list in a way. We're going to get into this more later, on the emailing, when we go through the emailing section of the series.
But how to communicate with your list in a way where people will continue to read your emails, right, like you more and more and more all the time without making new sales videos all the time. Right? See, you've got to replace sales videos occasionally, but you don't want to have to replace them every month, because it takes a long time to make a sales video.
Right? I'm talking about videos that take 5 or 10 or 20 minutes. Here's the formula. Okay? So we broke down the formula for selling.
Right? But a lot of that can be done over time, broken into different sections, and only some of it needs to be done in every video that you make. And here's what I'm going to encourage you to do. For the next month, I'm going to tell you how to do it.
I want you to pick a subject every day. Okay? And if you don't want to do it for the next month, do it for the next seven days. Between now and next week's webinar, because next week we're getting into paid stuff.
How to grow your list through paid advertising. We've got some of the most brilliant people in the world at that in Empower Network. How to grow your list through paid ads. We're starting a series on that next week in the 15K. But here's the assignment.
Okay? Make a 5 to 10 minute video once a day. Don't edit it. Okay?
Put it on YouTube. Okay? Embed it in your blog. Put it in your blog post of the day.
Okay? Now, with this, you don't need to follow this whole thing every time. I gave you a lot of stuff. But there's a few things that will be super useful for you to just practice doing and to figure out how to do it. Okay?
Here's the things that are useful in every video that you make. Okay? Number one, capturing attention. Okay?
Number one, capturing attention. Okay? Maybe there's something interesting at the beginning of the video that gets people's attention. Maybe something a little off the wall. Maybe there's just a cool experience you had.
And maybe you're just going to tell them a story of a concept that you learned that changed your life. Maybe you learned something on this webinar that's going to change your life, and you're going to tell somebody about it tomorrow. Okay? But do something right in the beginning of the video that captures their attention. That's important.
Be yourself. Very important. Right? I want you to tell an archetypal story about yourself, or about somebody else, in every video. These are just the things to do in every single video.
Start injecting commands into your sentences. Just start. Right? You don't have to tell people you're doing it. Just do it.
Just make it happen. Just talk in a way where you tell people to take action. See, notice how I say talk in a way where you tell people to take action, I'm saying several embedded commands in that sentence, aren't I? It's not really direct, but I'm saying "take action."
That's an embedded command at the end of the sentence. I'm saying, talk to people, right, talk to people in a way that commands them to take action. Maybe you say something like, "I command you to take action."
Right? By the way, that's another great language pattern. I'm going to tell you this real quick just because I want to throw in one more good one. Fantastic thing to do, guys, is if you're quoting somebody else, okay, you can tell somebody almost anything.
Okay? And they don't get offended by it, and they don't resist it. Where sometimes there's things that, if you say them directly, it's offensive, or people resist it because you're saying it. Right?
It's like the whole "a prophet can't be a prophet in his own hometown" thing. Okay? So let me give you an example of how to use that. Right?
And ways you could use it in things that would normally be offensive if you said it to somebody directly, but even though it's still a command, it's not offensive because you're injecting it into something somebody else told you, and notice how it's still telling you to do the same thing. Let me give you an example from our first sales video. We did this with Dave Sharp, and I put this in the sales video, and he just thought it was the funniest thing ever. Some of you guys remember the first sales video, right? But this is how the story goes.
Dave Sharp was one time broke, sitting in front of his computer, and he almost wasn't going to make a decision that was going to change his life. And he almost wasn't going to take action. He was working a construction job, poor, and his daughter came up, grabbed him by the shoulder, looked him right in the eye, and said, "Stop being a wussy and make a decision." Right? But there's a story a long time ago about a guy named Richard, and he was speaking.
And he's speaking to a bunch of psychologists who were really skeptical about what he was saying. He wasn't a psychologist, but he's teaching stuff on how to influence, and they're like, yeah, whatever, we're the important stuff, we're the psychologists. He was getting rid of phobias in five minutes that they couldn't get rid of in five years. They're still skeptical.
And he told this story, and it kind of changed things a little bit, where he told a story one time. He said, "One time when I was a kid, I thought I knew everything. I thought I knew everything when I was a kid, I don't know if you guys have ever thought you knew everything before, but I knew everything when I was a kid. And I was sitting there, and my mom was telling me something, and I just kept fighting and fighting and fighting and fighting. On what she was saying."
"And my mom grabbed me, looked me right in the eyes, and she says, 'Richard, stop being a jerk and listen.' And I did." So if I just said, "Stop being a jerk and listen," you might get mad at that. That's offensive, but you can't get offended when I'm telling a story, even if I say it louder and harder, right? Great way of injecting very harsh things, right, which are useful to say without being offensive, right?
So another fantastic thing to do that you guys can think of: quotes that tell people to do offensive stuff, where you're indirectly doing it, right? Okay. So what's the assignment?
First of all, for next month, I want you to, we're going to spend five minutes here and then I'm going to bring out the people I said I was going to bring out. And sorry guys, if you guys have been waiting here forever. I'm going to give you an assignment to create a video with the following elements. Number one, try to capture people's attention. Number two, don't edit it.
Don't bother, right, unless you have money, like Chris Record, he's got money, he has a video editing team. Don't try to make videos like that, right, unless you've got money for that. You don't need to do that, right. Just put videos up. Some of the people who make the most money from videos are people who just put videos up that are just raw and unedited. You don't need to do anything with them.
Just put them up. Okay, because it doesn't increase the sales from them, right? We're not talking about sales videos here. Capture attention.
Do something in the video that captures attention. Sometimes I'll just go out and make a video in a beautiful background, doing something fun. That's enough to capture people's attention and break their day up a little bit, because if I have the beach in my background. Okay.
If I have the beach in my background, people just automatically start staring at the beach and paying attention, right? One of the reasons I do videos a lot with that magical background in Costa Rica, some people still think that's a green screen, right? You come on, there's a green screen, right, until I jump in the pool, right?
Capture people's attention. Okay. Tell a story in the video about a time when you took the information you're sharing in the video and applied it, or somebody else applied it.
Maybe you tell a story about somebody else. And how, by making that decision and deciding to take action, or following the advice that you're about to tell them, right, something amazing happened. Tell a story about that. And if you don't have any, tell a story about somebody else.
Okay. And then teach something valuable, answer a question. Okay. We'll teach how to do this. You just pick a subject to blog about.
It could be, you know, Chris Record talked to you about how to pick subjects to blog about, right? Make a video about that, right? You can make a video about how to be more compelling and convincing.
Right? Okay. Here is the thing, right? You could go into the inner circle, right?
You go to the inner circle, listen to an audio, then make a video about some of the stuff that you learned. Right? It's a great way to make video content like this, right, but then use an archetypal story. Using archetypal story.
And tell people directly, tell people directly to take some form of action. Okay? If you're sending to the list, tell them to buy. Nothing wrong with giving value and telling somebody to buy every day.
Right, tell them to buy, tell them to make a decision and buy, indirectly. Like, you could say, for example, in a video, "I want to encourage you to go out and tell people to buy. I want you to tell people to make a decision. I want you to start being powerful in your life. I want you to tell people, pull out your credit card and buy confidently. I want you to tell other people to pull out their credit card and buy. And what I want you to do right now is to take action on what's coming out of my mouth."
Look, I don't care, here's the truth, and I don't care entirely if you take action or not. You might not take action, because maybe you do not want to become a powerful communicator. Maybe you don't want to make a million dollars a year. Look, maybe you don't want to have people love you and follow you all over the world. Maybe you don't want to marry a sexy woman. Maybe you don't want to drive fast cars. Look, maybe you don't, okay. However, you might be the kind of person who hears this information and says, "Damn, I'm gonna be rich," because you could take any successful pattern and break it down to steps.
This is an example of taking storytelling and breaking it into some small digestible steps. Five or so minutes, put it up, email it to your list if you got a list. Okay, assignment for the week on how to get good at videos, right. A good example, a great video blogger, I'm just going to say this because he's not related to Empower Network, I earn no affiliate commissions and he didn't cross-pitch anything, but Eric Worre has a great blog where he does a video blog every day, talking about a very specific subject, but he makes a video every day. He puts it on this old-school blog, and he makes, you know, eighty, ninety thousand a month selling stuff, and all he does is make a video, a three-to-five-minute little snippet of value, every day. He's only got thirty or forty thousand people on his list total, right. There's a great example of using a video-making strategy.
Now here's the value of doing that on the Empower Network blog. If you email the sales video out every time, okay, a certain amount of people will stop just reading emails if that's all you email, okay, they'll stop reading, right, and as a result they'll never watch the video again. However, I've found that by breaking my marketing up into value cycles, if I email out something of value, the people that don't join keep going back and watching the value, and here's what else happens: they keep clicking on the banners, keep putting their email in over and over and over again, and they keep deciding to buy. They keep deciding to buy, they keep deciding to buy, for years. And I've always maintained, on a single opt-in list, a twelve to fifteen percent open rate, regardless of the lead source, by doing that. So maybe you could do that now. Maybe you could take action on that now and learn to give a little bit of value, but you'll also build a personality around yourself if you do that over time. You might suck for a bit, so maybe you don't want to email the videos that suck to your list, maybe you just want to use those to build a new list, I don't care. But I promise you, here's what happened to me: I remember it, I was making videos, kind of hiding a little bit because I felt like a dumbass truthfully, but then I started making three hundred bucks a day, and all of a sudden, in an instant, when I started making commissions from doing this stuff, I got confident instantly. I went from not feeling confident to feeling powerful in every video, and it came through time. It was like I hadn't spoken on stage in years, but it was like I was speaking every day for the last two, because I was making videos. It's a way to become powerful, guys. It's a formula, okay? Who here got value out of this today? Who here got value?
Yes. Most of the people that got on are still on, so yes, yes, yes, yes, yes. Worth a lot of money, do you think? Okay, here's some great examples. Okay, now what I'm going to do, I'm going to pull out a few people.
I'm going to be fast, okay, because I took longer than I thought I'd take, like always, so I do apologize for going over the two hours. Not really, because I could go for another two on this stuff, but what I'm going to do is I'm going to bring out some people who are also extraordinary in video in different ways, and I don't know how many of them are still on because I went longer. I was going to bring them out a half an hour ago. I was going to start, and we're going to try to go for maybe 10 or 15 minutes with this, okay, but I want to bring out some people who are extraordinary in video. Just ask them a few questions and answer a question or two, and then we're going to end it out, and your assignment is...
For the next seven days, okay, at least, for the next 30 really, okay, make a video every day using this information that I'm going to share. Get good at the archetypes. Go find what the Jungian archetypes are, right, and use examples and stories from both your own life and others. If you don't have stories yourself, it doesn't even matter at all. You could use my stories, right, and use archetypes in your videos.
Use storytelling archetypes in your videos to illustrate concepts and to use calls to action, and I promise you, people will keep watching and keep buying for a long time, okay? Okay, so Chris Record, I'm bringing him out because he's a moderator here on air, and he's easy to find, and while he's talking, I'm going to find the other people I brought out, and it might echo a little bit. Hold on. Hey, Chris, are you there, buddy? Oh, I'm echoing a little bit.
Yeah, yeah. Hold on a second. I'm echoing, so here's what I'm going to do. What I want you to do, Chris, is just share one or two quick concepts of something that you've done in your videos.
You make some phenomenal videos, by the way, that have helped you produce extraordinary results. Just maybe something you did to be a little bit more powerful, a concept that you have, and I'm going to mute myself out and find some other people here real quick. I'm not really sure where I learned all that, but that is just flat out where I'm at right now, and I love getting on here because I'm learning so much, because David Wood is, I think, a master at this kind of stuff, and I paid for this product myself. I'm nothing more than a customer who paid for this training because he wanted to learn, and I love this opportunity, so I'm out there promoting it, so I just want to make sure that's clear.
I'm here as a student learning from a miraculous teacher here, and I'm gaining thousands and thousands and thousands of dollars worth of wisdom, so with that being said, some of the techniques that I use are really relating to multiple personalities. For instance, one of the videos that David's referencing that I recently did is a "team take massive action" video. What I did was I gathered several different people on my team in Empower, and I had them interviewed, and we just interviewed different things like, hey, what's your age? Where are you from? What do you love about Empower?
And what happened was we grabbed some diversity there that can relate to different people. We grabbed some people who were excited and hyped up. Some were a little bit more mellow and nervous, and what happens is I like to relate to multiple personalities. I personally attract a certain personality type. Same with David.
David attracts a specific personality type, so do I, and sometimes they're different, so the more that we can all learn to attract more personality types and really relate to more people, I feel like what happens is we open a wider net with our videos, and really with all of our sales for that matter. For example, a long time ago, I learned DISC personality training, which is D-I-S-C personality training, and I've been doing this for about 3 years. It's a lot of fun.
Yeah. For example, let's say that you're more outgoing and you're more task-oriented. Okay, I know that you're going to be a very driven person. I know you're going to be looking for that technical information because you're task-oriented, but you're looking for it so that you can lead others with it. So I'm going to talk to you at a very high level.
If I'm dealing with somebody in business like that, it's always at a very high level. Now let's say that you're reserved and task-oriented. Well, I'm not talking at this super high leadership level anymore, but I'm still giving you information. You're reserved, so you're a lot more like an engineer or a scientist or whatever it is. You love spreadsheets.
You love numbers. You love all this stuff. So I'm going to talk a little bit more in detail, specific detail, and you're going to love it. Now let's get away from task-oriented. Let's say you're people-oriented.
Well, if you're outgoing and you're people-oriented, you're like the party type. I mean, you want to know, hey, where's the party? Tell me about this Austin event. I'm going to meet thousands of people there. This is going to be the most exciting event of the year.
You're going to get fired up about it. You're going to get fired up about networking, about people, about hype, things that are hyped up. You're going to love that. But let's say that you're reserved and people-oriented. Well, if you're reserved and people-oriented, what's going to happen is you're going to be a little bit more of a server, a little bit more of a community person.
You love contribution. You love when people recognize small achievements for the little person, for the average person. So really, again, to recap, people are outgoing or they're reserved, and they're either task-oriented or they're people-oriented. And when you ask yourself that, you usually fall in one quadrant, but then you usually have a secondary quadrant as well. Like for me, for example, I'm an outgoing person, and I'm task-oriented.
And my second category is that I'm a reserved person, and I'm task-oriented. But either way, I'm always on this task side. So I tend to be a little bit more on the technical side, as David mentioned in the webinar. So for me, becoming more ambiguous, and becoming more, you know, leading with generalizations, and learning how to persuade people and suck people in.
You know, it never occurred to me to be in the middle of a freaking webinar and then out of nowhere disappear and come back 30 seconds later and go, "Oh yeah, I just went to go get a cup of water." You know, when David did that, you know what happened? I was kind of multitasking, and then suddenly it went quiet. Suddenly, he grabbed my attention completely. Like, what's going on?
Did the webinar end? Did he lose his signal? What's happening? And then he was back, and he had a cup of water, and he had my 100% undivided attention.
So I think some of the things that I love doing is just listening to David and just being around David, because it's not even so much about what he's saying. It's more about what he's doing. I mean, David teaches through actually doing. You know, sometimes you're listening to his words, and I think you're missing it a lot of times.
But if you just watch what he does, he's literally showing you physically how to do what he's talking about. He's a student of the process. So for me, learning how to be a little bit more of that outgoing people person that's just spontaneous, and...
Ambiguous, and just doing that fun stuff to be able to attract a broader crowd. And David, I think David also made a powerful point when he talked about politics. Because for me, whoever you support, it really doesn't matter, right. For me, the whole political thing is kind of funny in itself.
But I tend to fall probably a little bit more in the Ron Paul camp. That's just sort of somebody I would personally relate to a little bit more. But why is it that Ron Paul doesn't get the mainstream vote? Well, David kind of nailed it there. Ron Paul's a very technical person.
He speaks very much in detail about what's going on because he feels that's what people need to hear. And you know what? He's right, that is what people need to hear. But David is right by saying that's not what people vote on.
What people vote on is these generalizations, kind of like, hey, what's going to happen? They vote on the hope and the change, which could be completely empty words, but it sparks your own mind to think about what that could mean. Wow, you know, change could mean so much in my life. So what happens?
What happens is the emotion is drawn out. And I think one thing that I'm learning myself as a student here is really learning how to draw emotion out of people, learning how to speak in a way that really draws out emotion. Now, stories obviously do that the most. When you tell a story, you captivate somebody. You can draw them in.
You could take them from laughter to crying to happiness to enjoyment to excitement. You could do whatever you want with a story used at the right time, and learning how to have the proper anchors. At a certain time, maybe you stop, and you slow down, and you get deep.
And then it changes the way that somebody feels. And for me, I understand this process, but applying it is something that does take practice. After this webinar today, though, for some reason, I feel compelled that I instantly can start applying that in my videos. I feel like after watching this video that instantly I've already received the information. I don't need to go through years and years of training to do it.
I feel like David has just simplified it and shown us all what to do. So my secret, besides the new things that I've learned today, is simply learning to attract the masses by tailoring to different personality types. So when I'm getting testimonial videos or something like that, I'll grab a testimonial video of someone technical. I'll grab a testimonial video of someone making a ton of money. I'll grab another testimonial video of somebody making no money but is a community servant.
And then maybe another video of somebody who just loves to party. And you, as the viewer, won't know that's happening. Right? But it's happening right in front of your eyes.
And I feel like that's one of the things that I've learned a long time ago in making successful videos, is when you're preparing the video and when you're doing it, think about touching all those different personalities. Ask yourself, am I touching outgoing people and reserved people? Am I touching task-oriented people and people-oriented people? If I'm touching those four categories, I'm reaching the broadest audience. And there you go.
I don't need to spend all day on the webinar, but David wanted me to jump out, and I'm pretty much done. As soon as he starts talking, it's going to start echoing. So hopefully you've gained something from that little nugget. And thank you, David, for teaching us so much on today's webinar.
Hey, folks. This is Dave Wood with a quick editor's note here. I accidentally cut off my portion of the audio after this point in the webinar. However, it's not particularly important. What I wanted to do was, real quick, give you an introduction, because what I do for the remainder of this training is I ask the leaders who are just going to be appearing, since there's no introduction for me.
I ask them to share one thing that makes them extraordinarily powerful in video. They're not our only earners. However, all of them are extremely powerful in video. They're extremely persuasive people.
And all of them learned it. They didn't start that way. What I want you to pay attention to specifically is the patterns in their language that they do naturally. I surprised them. They didn't know that I was going to do that.
They didn't know what question I was going to ask them. I asked them off the fly. And I asked a couple of them to give examples of a call to action to purchase the master's course, or to purchase a different product, or to use a story as an example of a call to action. Pay attention to the language patterns. And also pay attention to the different representational styles we have.
What you'll notice is some of them describe things entirely visually. Some of them describe things entirely kinesthetically. Some of them are predominantly auditory. And there's a very, very clear, distinct difference in the patterns of language, the representational styles, how they give calls to action, and there's some really fascinating commonalities here.
So listen in, enjoy, keeping in mind my introductions are entirely deleted out for the rest of the series, and I'd encourage you to listen to this three, four, five times, especially listen to how kinesthetic Tracy Walker is in her description, okay? So that being said, I appreciate you guys, you guys rock, and I'll see you on the beaches of the world.
Yeah, good point, Dave. I think, for myself, what I like to practice, and really implement into any kind of conversation, is the fact that I am absolutely certain about what I'm talking about. In other words, if you listen to not just my tonality, but my inflection, I don't ask questions when I make a statement.
A lot of people, what they'll do is they'll make a statement, but their tonality will go up. So they'll say something like, "You should buy this," instead of saying, "You should buy this." It's almost like you're a medical expert. Like, imagine yourself wearing a white lab coat, and you're the authority on whatever the topic is that you're discussing with somebody. And if you listen to my voice right now, I'm specifically and purposefully dropping my tonality in the message so that it comes across with much more certainty.
Now, if you don't believe in what you're saying, then that's going to shine right through. Okay. You obviously have to have a belief about what you're saying, and when you say it, by dropping your tonality, you're going to come across with a lot more authority, and you don't have to raise your voice to be an alpha male. You don't have to raise your voice to be an alpha female. See, the only time people have to raise their voice is when their argument sucks.
But if they drop the tonality, if they say what they're saying with certainty, because Dave, right now, the number one product that people are buying in our marketplace is certainty. If you think about it, there's so much uncertainty between the economy, the financial landscape, the global marketplace, people's jobs, the unemployment rates, the home situation with the foreclosures and people getting kicked out of their homes and having to find low-cost housing. There is so much uncertainty out there, so when you represent certainty to your market, to your list, to your audience, to your friends, to your fans, to your followers, that's going to establish, well, if you're certain that you're the leader, that you're the leader and somebody that they would want to work with, not because you've already made a million dollars, I always say that it doesn't take Rockefeller to help a feller, but if you're certain in this market and you exude that confidence and the belief that you know exactly where you're going and how you're getting there, people are going to be attracted to that.
Yeah, I've got a lot of thoughts. I mean, there's so much that could be said, and I know that we have some awesome people. I see in the bullpen here, some of my closest friends in the business, Justin Verrengia, and I see Toby and Lawrence and Tony in there, and Chris really said so much in such a short period of time, and I don't want to repeat everything that he said, but here's what I will say: a lot of people look at Empower Network, they look at even their own company, if they have another company that they market, another product that they market, another opportunity that they market, a lot of times people think that their product is what they're really selling, and I want to share this real quickly, Dave. Your product is not really your product, your real product is people, and when you learn more about people than you learn about the product that you're selling, that you're marketing, that you're advertising for, people will actually realize that you know more about them than they even know about themselves, and by knowing more about them, what you do is you reduce the tension and you increase the cooperation. So whether it's a video, a blog post, an article, a presentation, a press release, an email, right, it doesn't matter what type of content you're publishing, it doesn't matter what you're using to get people to take a look at what you're doing, exactly who you are. If you want to send somebody to a special page that brands you, right, myself and Sophia, we've created so many different, you know, leads, or should I say lead hooks, we call them lead hooks, these are just little hooks that just hang out in the water, and we drive traffic to them, and we link back to them, and we've created all these different pages that branded us over the last several years, that we have all these people looking at what we do, and by utilizing this concept of understanding people, in our videos, in our blog posts, even in the captions and titles of our pictures and images, when you speak directly to the people, that you understand more about them than they understand about themselves, you're going to be able to influence them, and that's exactly what you're looking to do, because influence means that you're showing them how to do something that's not just good for you, but it's good for them, it's a win-win all around. And I would say, Dave, that's probably the most influential factor in all of the marketing and the advertising that Sophia and I do.
Well, first of all, you have to know your prospect better than you know your product. So, say, for example, somebody that's listening to this, or watching this webinar right now, we know that they're 15K qualified, they may not have the master's course, which means that they're missing something that Empower Network offers that could add to their business, and because with your very first sale of the product, you make 100% of the commissions back, it's just one sale that it requires to get back and be made whole again. So I know that a big issue for a lot of people is that they're not going to be able to sell it, and a lot of people think, well, it's a lot of money. Well, no, it's not, because with one sale, you've just paid for your entire investment, and I know that this product is not just worth what its cost is, its value is worth 10, 15, 20, even 100 times more, because that's exactly the kind of income that people could earn if they used the information in it. So the very fact that I don't know who's got the product and who doesn't, say on my team, my message to the team is, look, not only are you going to be missing the information that could be the missing piece to what will help take you to your next level of success, but you're also not going to be able to earn commissions on a product that you don't personally own. So again, with that one sale, you put that money back in your pocket, and to think about it in perspective, just to make one sale.
You can make one sale of these products, right, each and every one of these products, and with the very first sale, you're made whole again, so I like to really minimize what it's going to require to get your money back in your pocket and have this information forever. Now, the call to action, and I will say this, this is not what I want, okay, this is not what I want. I don't need you to buy the master's course, it's what you want, because if what you told me is true, you're going to be able to make a lot of money. It's just a matter of time before you get there, but if you don't have the information, you'll miss out on 100% of the career. You'll miss out on 100% of the commissions that could be yours when you make your sales.
It's this wonderful, sexy accent of mine, David. I have a course that I can teach you to talk like a redneck if you'd like to attend. You know what? I appreciate that, because I've heard that a lot, and my thing is, I hear something like that over and over, and it's easy to take it as a compliment, but when I hear something like that over and over, I start searching for clues, so I've started kind of asking myself the same question. I'm not going to tell you what I know exactly, but I've been asking myself the same question since I used to host conference calls and things like that.
People would say, "Hey, there's something about your delivery that makes me just trust you." I think it probably is tonality and things like that, that Aaron mentioned a minute ago, but at the same time, I think a fair amount of it is just... When I figured out that I could not be an Aaron Rashkin. I could not be a David Wood.
When I really, really got it, the only thing I could really do is just be the best Tony Rush in the world. I mean, that's about all I can do, really. But when I got that, it sort of took all the pressure off of me to try to be something I wasn't, or to try to come across a certain way. Because I used to be the guy, David, that, and this is about phone calls, but it applies to videos too, I would be the guy that felt like you had to be "on."
You know, like, okay, so the phone rings and there's a prospect calling you or something. This is years ago. I don't talk on the phone anymore. But when you pick up the phone, all of a sudden, "Hi, this is Tony Rush, can I help?"
You know, like you're some guy sitting up in a corner office somewhere. And I remember the day that I stopped doing that, and I let people start hearing my dog barking in the background and my kids screaming through the house and all this, and my whole business changed. And the funny thing is, even though I knew that...
Oh, my goodness. What happened was quite a huge change. And it was strange because when we sort of changed responsibility of everything that we worked on, it was really confusing and it was all shaking out, which I didn't know what I was supposed to do, and then it changed how I communicate now. So I think, all joking aside, I do think there's some tonality stuff, like Aaron mentioned, I was a little joking about the accent, but I think everybody has got their own personal way of communicating that they can convert into a kind of trust currency, that they can buy people's trust with by simply being authentic. And I think the other thing too is I don't use a lot of jargon, I try to meet people where they are, and this is not a direct answer to your question, but I do think it's a relevant point. A lot of times, like right now I'm kind of laid back, it's like 10:30 here at night and I've been on here for a couple hours and I'm kind of relaxed, so if I shot a video right now I would probably shoot a video that's about lifestyle and freedom and the ability to do whatever you wanted, because that's the mood I'm in. But also sometimes I just get really ticked off about this industry and how many people struggle, and I can really get myself into a lather thinking about how awful it is that so many good, intelligent, hard-working people that deserve success get wrapped up in some of the most stupid, idiotic things because some upline or some company told them to do things a certain way, and they're spinning their wheels, and I just get so ticked off about it that when I shoot a video, all of a sudden it's just this totally different emotional posture, and what I figured out about it, and I think this will be of value, is sort of an emotional matching. So what I try to do before I shoot a video is I'll imagine who's my ideal prospect today, let me get a visual mental picture, and I may even picture that, okay, my prospect's name is Janet, she's a single mom, she's actually living with her mom and dad because she's going through a divorce, she's got two kids, she's a paralegal, she's been looking for businesses for three years and she just keeps coming back but she's frustrated, and what I have found is that if I imagine a prospect that's frustrated, and a lot of our market is, then if I shoot a video, what I want to do is I actually want to kind of match them emotionally. So if I'm in a kind of mood where I've gotten myself into a pretty good lather about how ticked off I am that more people don't make money in this industry, well, what I'm actually trying to do is meet them where they're at emotionally, and you can't really pull them all the way from where they are to where you are, but if you can kind of get a little bit over there where they are emotionally, all this rapport just starts happening automatically, and then once the rapport is there, they'll follow you, because then all you have to do is just start segueing and making some transitional phrases, and you start talking about, well, you know, hey, it is frustrating, there's a lot of stuff out there, and you kind of meet them where they are, and you say, and that's where I was about a year ago. And then, you know, I ran across Empower Network. And you know what, here's what really changed for me, is I saw a different perspective, and all of a sudden, I can imagine Janet, my imaginary paralegal single mom prospect, is just kind of coming along with me for the ride. And at the end of the video, now she's in a space where she will click a link.
She is in a space where she'll pull out a credit card. And I didn't leave her in that frustration. I went and pulled her out of that. And, you know, you can't make somebody follow you, but you can go there, meet them where they are, create some rapport, and then if you start walking toward a better place and they come with you, you know what, that's 90% of the job. So I think just some emotional matching, being really authentic, not trying to be, like, I can't be David Wood.
You know, what I've learned in this, tonight, listening to you guys talk, I can do more about breaking people's states, you know. That can be done visually. Maybe I need to start wearing tank tops. I don't know. Maybe I should show up in a tank top somewhere.
You know. Yeah, and David Wood, you can start wearing a necktie. One day, we're going to come to a webinar like this, and you're going to be standing there in a three-piece suit, and you're going to have all of our attention instantly. So, anyway. But that's kind of what comes up for me, man, and hopefully that's of value.
Well, first, David, thank you for taking notice of that. And in reference to, at the beginning, it is not something that I do purposely. It's not a strategy. That is not for me, and it's something that I have to think about before I hit record. Right.
For me, I think that just resonates naturally. Right. I truly believe in what we're doing, and I have a natural passion for it. Because of that, I tend to only work in programs and with people who I trust, and in a mission that I can believe in, because it makes it very easy for me to be natural and authentic, which we've heard those words a few times already. And so, I really don't have an explanation, David, for how one gets trapped in that.
I don't have an explanation for the emotion, other than I'm just very passionate and emotional in reference to what we're doing. And I believe that most of the feedback that I get from videos is that people felt the excitement. People felt that I was really into what I was doing, and they trusted the fact that if I could have so much passion about it, that maybe they should consider it. So, it's just, I don't know, man. It's just a natural thing.
So, from that standpoint. Well, sure. Yeah, before I jump off, as I was listening to Raj and Tony and even Chris, I was thinking, well, what are some of the things that kind of stand out in mind in reference to what I strategically do in the videos? And there are two things that I know that I focus on, and one is complete transparency in reference to...
Right. From this standpoint, they talked about earlier in the session this evening, I like to always point out that most people can find us on the internet, and they think that I've always been this way in reference to results, in reference to a certain income level, in reference to knowing the people that I'm blessed to have inside of our network. And I like to point out at the very beginning that it wasn't always that way. So I talk a lot about experience. I talk a lot about having to go through a divorce.
I talk a lot about my car being repossessed. I talk a lot about having a successful real estate business that crashed and burned as a result of some of the changes in the market and the mortgage law. I talk about all the different emotions I had in reference to crying at night and not knowing where to go, and pounding it out doing a video a day because that's what Dagan Smith told me to do. He told me to write an article a day. I got into video because I would get tired of writing sometimes.
And I figured, you know, I'd rather speak it than write it, and that's kind of how I got into video. And sharing that story, I think, brings people along the path where, at least from the standpoint of capturing their attention or why they should listen to me, it's the relatability from that standpoint. So, that was one thing, the transparency and the journey that I've taken up to this point. The second thing would be I use a lot of analogies and examples, taking things that may seemingly appear difficult to understand conceptually and breaking them down.
For example, we talk a lot about marketing. We constantly say take things one step at a time. We constantly say, you know, you have to get out there and start marketing so that you can test, so that you can tweak. Yet, I'm sure I'm not the only person that receives these messages or emails where people say, "You know, I've been blogging for four weeks." Or four days, and I don't have any sign-ups.
Or, "I'm doing what you're telling me to do every single day, and I'm posting on Facebook, but nothing is happening." And I like to use examples, and one of my favorite ones is basketball. Like, you understand the concept that if you're going to play on the basketball team, that ultimately you need to be one of the five players that's out on the court. If you're going to shoot a free throw, you actually have to be standing at the line shooting the free throw. From there, the coach can look at you.
The coach can see your form. The coach can actually direct you as to how you may need to make some shifts, things that were great, things that were not so great, and where you can stand to improve when you come back over to the sideline. However, if you're sitting on the sideline on the bench just because you have on a jersey, doesn't mean that the coach really has any valuable feedback for you. And so a lot of times people come to us and they want all this feedback, but they're not doing anything. And I think that bringing those examples,
and applying them, helps people, it bridges that gap, and they say, oh, okay, here's the concept I do understand, and I didn't totally relate it to what you're saying over here, but now I understand that bridge and now I get it. And I think that's our purpose, to bring what seems to be pretty mundane and vague in that sense to something that someone can relate to, an example they can move on to and then be able to move forward from that. So transparency and using analogies to bridge understanding, I think, is one of the things that I definitely try to work on and insert in any type of video or just in speaking in general.
Right. Right on, man. I want to share a story of my wife and I, how we first met for the first time. It was about nine years ago, and I was very introverted, believe it or not. Like I couldn't talk to people, so I would use the internet to try and go on dates, believe it or not.
So I've been internet marketing longer than you think, you know, looking for women, because I wouldn't go to the club, right. I was the type that I'd walk into the club, I'd feel embarrassed because I could just start hearing people's thoughts, or I'd just go crazy, right, I'd have to just get out of the club. So it's like, how can I meet women? I got the inspiration, you know, at the time I had like this crappy little computer. I went on there and I was just bored, and I usually don't even go on the internet, to be honest, to look for girls, but I was bored, and not so much anymore, right, just looking for friends now, you know, it's all good.
But I would just do that, and I found a chat room, it was Tampa Bay, it was a local chat room back when the internet had chat rooms, right. And I went into that room, normally I wouldn't go in that room, but I just wanted something different because I wanted something to change in my life. You know. Yeah. And I had a female counterpart, right, a great other half, right.
So I just wanted to hang out for whatever reason, and I just connected. I don't remember her username, but I remember her picture, I remember sharing my profile picture on MSN. I was flexing my muscle, and back then I studied Kung Fu and I was into boxing and I was in great shape, so I had no shirt on, and she thought I was kind of cute, and she invited me to her house. And then all of a sudden, I decided, maybe this isn't for me, I started remembering times in my life where I would get rejected at school, you know what I mean, where I'd ask a girl out and she'd just look at me like I'm crazy, and then those emotions just, you know, bottled up inside, and then I almost made the decision not to meet up with what became my wife Dee.
I almost didn't go forward with it because of my own insecurities, but because I did it, because I decided. Yeah. I just wanted to take action, change my life, do something different. Sometimes you just got to stretch, you know, you just got to do something outside the box, to change your situation, and thank God I did that, because that lady ended up being my wife today, and if I didn't just take action and do it, even though I had some insecurities at the time, I wouldn't be where I'm at right now, the same way where there's people on the line right now, and maybe they purchased the 15K formula, obviously they're on this webinar. It can change your life.
One sale a month can change, you know, 95% of the people's lives out there. So don't even hesitate to do what may be uncomfortable, but just follow your gut, you know what I mean. Do what makes you feel good and just go with the flow and trust in the universe. I believe we all have an inner badass inside of us. We just need to release it, and we can do that by taking action and just making the decision.
Just making the decision to move forward and doing it, right now. I appreciate it, and I got all the inspiration from you, man. I actually wasn't good at commanding people in videos because I didn't know how to tell stories that well. I actually, when I first joined, I went through the Costa Rica Mastermind, the $500 product, and I just started practicing doing the hypnotic stories just like you teach us to do. And you know, maybe after a dozen videos, I got a little better.
I got a little better at directing people to take action, just by telling stories, which could be anything, any story in life, and just be yourself, be unique, and speak from the heart. And I think everyone will, not everyone, but enough people relate to you. They'll trust in you to follow, you know. So that's pretty much it.
Just be yourself. First of all, I love being abnormal. And if that could be one of my strategies, I think it would be that. I'm not really technical.
I love the sales process, and I love stripping it down to systematic approaches, and breaking it down the way you did today. It's just, you know, fascinating. And you know, if you're on our list, you've probably seen that we do some of those too. We do some incredible sales videos and all that kind of stuff. But I really believe that it was the candid videos that really set us apart from a lot of the other videos.
Like you said, doing fewer videos, but having a bigger impact. You know, I'm always growing, surrounding myself with experts like you guys, constantly expanding areas of my skill set and my competence. But I really think that the power of this mastermind right now, I got it.
Before I even talk about the nuggets, I've got some, like, million dollar earners that have taught me some stuff that I want to share with you guys. But before that, I have to acknowledge this mastermind. You've got to surround yourself with people that are constantly making you grow. So in some areas, I'm listening to Chris, I'm learning alongside him too, but I'm learning from him. I'm listening to Rashkin, but I'm learning at the same time.
It's so, so cool. Like, just for example, Tracy Walker, your basketball coach analogy, that just spoke to me, and it was so simple. You as a coach, you have to see your players out on the line, on the free throw line shooting, to be able to make them a better player. And so you got to get out on the court. If you want your coach to be there, you want them to be helping you be successful. You got to be on the court taking shots after shots.
And that analogy just hit me, it was like, wow, super, super awesome. But yeah, to talk about, you know, some of the strategies that we really use, or myself personally, it's really been understanding how to lower my barriers and being really genuine about maybe some more vulnerable topics.
For example, I had a lot of people know that I was in this competition, this fitness competition where I had to compete to be on the cover of a magazine. It was crazy. I had been overweight for a lot of my life. And so just getting all this attention to be on the cover of a magazine and to be walking across a runway in front of 20,000 people, it was crazy intense. But along the way, along this process, I was cutting videos.
I remember being on my balcony, overlooking the water, I was just sitting outside talking to my iPhone, as I often am. And I was telling them about this email I got.
I got this email. It said, "Are you comfortable in a bikini?" And I honestly felt like this heart attack moment just overwhelmed me. I was in shock. I'm like, oh my gosh, I have just so much dread, so much fear.
I was just in such a place where I was like, oh my gosh, no way am I comfortable in a bikini. And I took people on this journey of how I rose above it. I talked myself out of the fear. And then that moment when I actually was on stage, I was walking down that runway. Thousands of people felt like they were walking down that runway with me.
So it applies to whatever, your company events, the EN event in Austin, you crossing that stage. It doesn't have to be in a bikini. Maybe Lawrence Tam will bust out the bikini. But it doesn't have to be in a bikini. Whatever that moment is for you, it's that journey that you've built with your audience to get there.
So that picture of you with a check on Facebook is not just a picture of you with a check. That video of you with a check, it's not just a video of you with a check. It's an entire journey. So that's definitely, I would say, the one thing that has really just kind of made people take notice of our story.
So that's the end of the interview section that I had, and of course, my questions are deleted out of there. What I wanted to do is I wanted to just take a minute and point a couple things out now that you've answered them. You've listened to that segment. Now, I can't remember if everybody actually mentioned their names on there. You probably recognize them from being in the community of the Inner Circle Audio.
We had Tracy Walker out. We had Justin Verrengia out, Layla Stats. We had, I mentioned Tracy, Tony Rush came out, and Aaron Rashkin was out. What I wanted to point out particularly that I find fascinating is there's a really clear distinction, like I mentioned before, between different representational systems: auditory, kinesthetic, visual, between the people that I brought out, and it's completely apparent in the way that they talk.
For example, if you re-listen to the portion where Justin Verrengia was answering my question, what I actually asked him is I asked him how he spoke so inspirationally. And I also asked him to share a story and an example of a call to action, and do it on the spot, using a story that happened in his life as a metaphor to sell something. Justin is almost entirely kinesthetic in the way he describes things. Actually, so is Tracy Walker, if you re-listen to her section.
She uses entirely kinesthetic imagery, which is a funny word, it's not really imagery, but she uses kinesthetic terms to describe everything, feeling words. If you actually listen to Chris Record, he's predominantly visual. Predominantly visual people tend to be very organized. If you go back to the webinars, webinars two and three in our series, you notice that he came with neatly prepared slides and probably 20 pages of notes on exactly what he's going to say. My dad's predominantly visual.
Predominantly visual people have extremely good senses of direction. Just some fascinating things to point out. But it's helpful to just look for those things and go back and watch them again, because as you do, you're going to realize something not only about yourself, but about other people, and that's that nobody is like you. And the people that are very similar to you are just a small portion of the world.
Two-thirds, three-fourths of the world do not represent the world the way that you represent it. It's important in your communication to realize that and to bring other people into your sphere of influence, into your communication style, into your teaching, into your videos, into your audios, into the way you train your team. Because if you don't reach those other people, you can't recruit them. You can't retain them. You can't help them be successful.
It's important to learn how to communicate with everybody, okay? So important to pay attention to. The next thing that I want you to do, now this is a challenge for you. And that's, you know, we talked a lot about the master's course in this, and we're using them as examples in this course.
Okay? And of course, the reason we did that is because we need to give you an example of how to create an actual call to action. Okay? It's more helpful to actually give an example of a call to action by using something real than just make something up. All right? However, I want to encourage you to go ahead and buy the master's course. Go ahead and buy the master's course right now if you haven't bought it yet. And if you have bought it, make sure that you actually go through the content and information in that course.
Now, I know we're going through the 15K, you just purchased this. It's fine. I want you to make sure that you also have the master's course. And there's a reason why.
The type of information in that course is specifically and distinctly different from what you're experiencing now in the 15K. What we're teaching you here are tactical strategies, predominantly things that you can do that you can apply into your business to turn around money quickly. What you're going to learn in the master's course is an entirely different way of thinking. It's not just a different way of thinking about the network marketing industry, about the marketing world, about building an income fast. It's an entirely different way of thinking about creating a business.
It teaches you the fundamental thinking skills and the fundamental knowledge that you need to know in order to create a business that really just kind of grows way outside your sphere of influence. There is nothing like it online, and we've heard that from student after student who's bought the course. Why I want to encourage you to get it, there's several reasons. Number one, because you need it. I know not everybody listening to this message right now has it.
I know that you might not have it right now. If you have, I don't know if you've taken it seriously and gotten through it. If you even look through the comments on the course, it's phenomenal, the feedback that we get from that information. It is the best product that we have in Empower Network for a variety of reasons. But here's what I want to encourage you to do.
Buy the course right now. I want to encourage you to buy it. Quick story for you, and then I'm going to let you go. And then I want to encourage you to also proceed, of course, to the next webinar. I got started in this industry back in 2002 originally, not the marketing business.
I got started in the network marketing business. I learned a lot of stuff in my first three years, but made absolutely no money. No money at all. I was not learning the things that you're learning. In fact, what I was experiencing, was I was experiencing being part of a community and a culture that really knew how to hold a community together, that really knew how to build a culture, and their marketing tactics and their recruiting and business building tactics just weren't that good.
So I learned a tremendous amount, but I made no money. I made no money for three and a half years. I also made no money for the next two years. I spent way more than I made on courses, on trainings, on products, on books, and all this stuff. Well, back in 2006, I started a business.
I started to learn some things that changed my life. I started to actually make money in the network marketing industry. I learned some things that completely transformed my ability to sell. Well, fast forward a few more years, I succeeded a bit, and then I got sick of the industry, because I was sick of doing home meetings and home parties.
You guys know my story and all this crazy stuff that happened. When I lived in a van, I threw away my phone. I haven't had a cell phone since 2006, and it was 2012, so it's like six years since I've had a cell phone. I run an internet company, and I don't have a phone. It's hilarious.
I actually don't talk on the phone, really, ever. It's a unique characteristic. I teach people to build a business, obviously, without a phone. That is a real thing. Now, here's what happened, though, in 2009.
In 2009, I was able to pull the concepts and the skills, the principles that had driven the little bit of success that I had, but more importantly, that had driven the massive success of the people that I had met in different companies and different opportunities and different product lines, and I was able to take that information and converge it and merge it with technology in a way that allowed me to build a business and have a life at the same time. But here's what it allowed me to do, and this is what I really want to explain. This is the difference of what's in the master's course. We're teaching you tactical strategies now. There's a lot more language stuff.
There's a lot more powerful language stuff we don't go over here, that's in the master's course. But here's what I was able to do, and this is the interesting thing. What I was able to do was I was able to figure out how to reverse engineer and break down success strategies and reconstruct them the way that I want. What that allowed me to do, and this is in 2009, when I finally figured that out, I was able to construct.
I was able to construct a strategy from zero, from scratch, and now I've used that to make millions of dollars. In the last year, our first year in Empower Network, we did $20.4 million in sales using these strategies, and I entirely constructed the duplication strategies, the marketing strategies, the funnel strategies from scratch, using the principles that are in the master's course. That will not just teach you tactics. That course will teach you how to master the game. It'll teach you how to be a master of the game.
Now you made a lot of money without being a master. Don't get me wrong. You don't need to be a master. You don't need to know everything. You don't need to know the concepts and the skills and the strategies in order to make some money.
However, if you want to always be successful, if you want to make sure that your future is secure, if you want to make sure that you stay on top of your game, and if you want to get to the next level, you require that information, so go ahead and buy it. Now I know Aaron Rashkin mentioned that we pay 100% commissions on that product. That is actually a product that pays like 85% commissions. We have overhead on that thing because of a variety of reasons. There's some administrative stuff that goes into it.
Now I want you to think about this for a second. Think about income creation possibilities, income creation possibilities. One sale a month of that replaces an average American income, okay, average American income. It doubles the average income of most places in the world, a sale a month. Right?
Three sales a month, a dog with a note in his mouth carrying it around town saying let me show you how to be a master of marketing, here's a free DVD, take one, it's in the backpack, right? Not including commissions, upsells from other products online. Now here's what I'm going to tell you: you are not going to sell a lot of that product if you don't buy it, it's just the way that it is, why? Because you're not going to know what's in it, you're not going to be able to speak with confidence about it. There's a transformational power that will come into your life when you are all in.
I'm going to encourage you to get all in with Empower. Now if you're already all in, just listen to this several times. I'm going to encourage you to get all in, because when you get all in, life, not only are you automatically more badass looking, you're going to look sexier and feel better, but there's a power that comes into your life when your life is directed by assurance and confidence, because you know that you've done everything you need to do to be successful. It's time to take your business seriously, isn't it, time to take your business seriously, I think so. So go ahead and buy the master's course now. Now here's what I'm going to actually encourage you to do. What you're going to do now in this webinar, which is to watch the sales presentation for that course, watch it all the way through, the whole 90 minute video.
Take notes on the things that I said, and buy the course, you'll be glad you did. See you on the next webinar.
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