How To Get People To Buy Stuff: Why the Same Pitch Doesn’t Land With Everyone

Oh, it's an inside joke we were teasing about, yeah. But it was somebody from England, actually, right? It was some scammer came by and got her PayPal account slapped, right? And no matter what she does, she can't get this same access to PayPal no matter what IP address. She figured out how to do it for a little while, but it seems to catch up, right?

And this wipes out eBay, right? And it's not accessible. So what then does a normal person do who's not thinking about what originally created the success? They try to cling and spread their hatred towards the thing that took it away, that took away my success. I was successful and they took it away, right?

So I'm doing good, and then all of a sudden, they come and they take it away. They took away my success. They stopped it, the economy hurt my business. And then what do you replay? All the time, it's this economy, it's this down economy.

Network marketing company owners are all just hosers out to get you, right? They took away my success, I deserved. Rather than asking yourself, what built this organization? It was tenacity, it was a drive, it was a vision, it was a persistence in recruiting, it was connecting with people in a way that they understand, it was recruiting daily into that business. And I had a choice, is I could either cling to that and get really mad, and the other choice was to immediately join something and bring everybody into it before my organization falls apart.

So what'd I do, Lawrence? Everybody getting numous, right? I was in a new company in 20 minutes. Yeah, 20 minutes, and at the end of the day, I had made six grand in the new deal, right? That moment, the decision was made.

And I could've let it fester, right? Or I could just say, well, screw it. And you know what I did, literally, I was on the phone with the owner of the company, saying, you realize all your customers are gonna cancel your auto ship the second you send that email out, and you guys are screwed as a business, right? And he says, well, we've met as a board. The word board, you know, isn't that a great word for a corporation team?

Board, right? We met as a board, and we decided that's not gonna happen. And as he was telling me that, I got an email saying iLearning Global had closed down. And I looked at the email, I said, you fucker. I got a problem to solve.

And I went like this, and I actually tried to call Cedric. Right, because I knew he was in something, and he was at least doing something. And Cedric didn't pick up the phone, so I hung up, looked on my Skype, I said, I think Brian Finale's in numous. I said, you're on an emergency. He said, yeah, what's up?

And I said, I need to join numous, give me your link. Gave me a link, I was in numous, conference call the next 30 minutes, 24 people recruited by the end of the hour. I distracted people so much from the negativity of this company closing down with the success of the new deal that there wasn't even time to focus on it. There was no time to fester. There was no time to hop from deal to deal, because they were in a frenzy deciding whether or not they wanna join.

Crap, look at all these people getting in. You better come in quick. And they're like, right? And that's what created the success in the first place. For example, what created the success with eBay?

It was finding a niche that was uncapitalized, using your creativity to find it, and finding a way to leverage other people's money to get resources to sell to them, which is easy to replicate. If you just cross PayPal and eBay out, you can replicate it virtually instantly in almost any niche. Does that make sense? Okay, and so the reality is, is that what you're focusing on, your references, are very, very, very important. You got experience with this buddy, right?

Because he had some negative experiences in the past, and he may or may not ever share with you, right? But you know what? You keep focusing on what felt good to use drugs. You know what I'm saying? What happens?

You wanna start doing them again. Here's one of the worst things you could do. I'm not ever going to smoke again. Who in here got a picture of a cigarette in your mind when I said that? Well, is visualizing cigarettes all day a good way to quit smoking?

Probably not, right? Probably not the best way, you know? Gosh, you know? I tried, I tried to get buff, but look at how skinny I am. You know what I mean?

You gotta see what you're doing through the day. So if you journal, the thing is, and Tony Robbins talks about this, if you journal, right? You can look up your metaphor references and say what can this mean. Doesn't even matter if it actually means anything. What can it mean in your communication?

And stuff happens all day. Something could happen on the news that could have meaning in an allegory or story or metaphor. Something you read in a newspaper could have a story and metaphor and an image that you can then convey in a message at certain points in the decision process in selling, right? And all of it is useful. And here's the thing about your mind.

And let's talk real quick about your mind. And keep in mind I'm not a neuroscientist, so I might mess some of this up, right? This is just so hard to erase with this thing going back and forth like this, right? You look at your mind, right? And your mind then, let's say this is a badly drawn picture of a brain.

You have a left hemisphere and you have a right hemisphere, right? And your left brain is what? It's the processor. It's the analyzer, right? I think that I have no left brain.

No, I'm just kidding. I really am analytical in certain ways. I'm just not structurally analytical in a good way, right? I'm abstract analytical, right? But you've got the analytical side of your brain, your analyzer, right?

And that is taken care of by your left frontal cortex, right? The left side of your brain. It's been proven from a long period of time. And you've got your right side of your brain. And the right side of your brain is what's responsible for processing stories and metaphors.

Stories and metaphors, right? Things like this. Art. Music. Inspiration, right?

Inspirational communication. Speaking from emotion. How do you speak? You speak from emotion. Well, that really doesn't make a lot of sense, does it?

But when I speak from emotion, can't you feel it? How? Am I sending energy across the room? Maybe, maybe not. But you know what is happening?

What's happening? What's happening when you're speaking from emotion, when you speak from the heart, is for some reason that comes across neurologically in a way your right brain processes and you feel with intuition and you know something. So what happens when you communicate in a message in a way that speaks to both is you're speaking to a whole person, all right? And just keep that in mind when you're communicating is that there's not just one way to think. There's many ways to think.

There's many ways to process information. There's many senses, not just visual, right? There's all sorts of ways people process information. For example, who in here, right, thinks about words more than pictures? I do, right?

I have words running around in my head all day and emotions. Words and emotions are more than pictures for me. I don't really think in pictures so much. Which, you know, I'm not a big fan of pictures. I don't really think in pictures so much.

For some people, it's odd. There are a lot of people like that, right? Now let's look at memory for a second and describe this in certain areas of life and then take it back into this process, all right? If you look at memory, somebody who, let's take two examples. Who's going to have a better directional sense, right?

Let's put that over there for now. Yeah, we don't need that right now. Who's going to have a better directional sense, a visual person or a kinesthetic person? The visual. Right?

What's one person do? I drive up to where I see the yellow sign and I turn left at the yellow sign. I head over three hills, you know, and then at the top of the third hill, I turn left where the grass starts to grow in the field. It's got daisies in it, right? And what does the kinesthetic person do?

I feel like I should have turned somewhere back there, right? Who in here does not have a good sense of direction? Do you know that there's no such thing as a sense of direction? It doesn't exist. You know why people say sense of direction?

Because they're kinesthetic people who can't figure out why visual people can remember where to go all the time. Because a visual person would never say sense of direction. It makes no sense to them, right? They would say, I simply remember where to go. I remember what it looks like, right?

My dad. It used to drive me crazy. I was like, my dad can go into a city, drive somewhere once, and he just remembers. And I can go to a city, drive around for six years, and then finally know where to go. And I feel it, right?

So all of a sudden, I'm comparing my ability to remember directions to my dad, who's come entirely visual. And it took me a long time to figure that out. And I thought he had a good sense of direction. But, you know, he never said sense of direction any time. He says, I simply remember where to go.

It's easy. Turn left at the middle. It's a mountain. At the end of the mountain, there's a, you know, a sign, a stop sign. It's red.

And this particular one has a little scrape on it. And I turn there. Right? And my mom says, gosh, no matter what, I just can't get that feeling that tells me where to go. Right?

So understand people do process differently than other people. And therefore, different styles of communications appeal to different people. Right? And even though a visual person is not predominantly usually kinesthetic at the same time, they also respond to that. Right?

A kinesthetic person, though, is usually, usually dominant kinesthetic people are ADD. Right? Why? Because they're speaking from moving and feeling all the time. What they're feeling and what's going on and intuition.

Right? And because they don't remember things a normal person remembers, right? So because most of society does process predominantly visually. And slightly more anonymously. And that's what's really analytical in our society today.

So if you get a person who has a weaker visual memory over here, and this person with the weaker visual memory, but the stronger auditory and kinesthetic memory, right? And now all of a sudden, this person over here is not focusing at all on the world that most people see at all. They're seeing a different experience, an entirely different world. And so they're over here, and this person's over here, and you miss a lot of details that a lot of other people see. Right?

Yeah. But then what is the gifting over there? Because you're missing so many details, you have to connect random information together in your mind to make sense of the world. And what happens is you have ideas because of that, that nobody who's over here would ever have in their life. Does that make sense?

You have an ability to connect random ideas. It's a gifting, not a cursing. It's just a different way of thinking that's useful, and you all have your place in the world. Does that make sense? Right?

So just remember that. Remember that in the sales process. And what are the primary modalities of thinking? Primary modalities of thinking are auditory, kinesthetic, visual, and auditory-digital, which is internal talk, right? And some people process mostly by their own internal talk.

Their mind is noisy all the time, and that's how they process. And some people, visual people, are usually focused on the external world. They see a lot of detail. Their closet is usually very organized. They're usually dressed very neat.

A lot of times they'll iron their clothing. They're always in style. They know when something looks good. If they're going to see something that's a good business opportunity, they'll say it looks good, right? And I would never say that.

I'd say I've got a gut instinct that it's the right thing to do. And a person over here a lot of times would see that and say, I can't trust that emotion because I can't see it. And a person over here who's primary kinesthetic, what they're doing essentially is they're pulling a lot of random information from the universe and connecting it in a way in their mind to make sense of the world that does not make any sense to them, right? A new idea that's entirely unique to them that a person over here is not seeing, right? And if you understand that, you just say, oh, people are different.

Not everybody communicates like me. It's fascinating, isn't it? And all of a sudden when you understand somebody, now what's more useful? You take a person, and is it more useful than Ola to communicate with the person in a way that you like to be communicated with or in a way that they like to receive? Let me give you an example of ways people like to receive.

Everybody in here, all right, has dominant and undominant styles of communication. You're a very kinesthetic dude just like me. You're very kinesthetic, auditory, all that stuff. Very kinesthetic person. Why?

Because when he speaks, you can tell he's expressing his emotion. The hair on his body is standing up when he's speaking. His auditory sounds because he's changing the form. He's feeling in his voice when Dave talks, right? Well, that's how inspirational speakers predominantly are, is they're predominantly kinesthetic, auditory people.

That's why they can speak from emotion is because that's how they process. That's why it feels good to listen to them. Does that make sense? That's why, because they're speaking from emotion. Visual people have an easier time speaking with pictures.

If they're talking about something and they're, for example, speaking the dream, right, what would a kinesthetic person tend to do? They would tend to talk about the ... They would use words that were vague and ambiguous naturally because it's part of their language, and they would say things like, when I get pumped up, it just feels like a rushing ocean in my body, and I just know I'm going to succeed. You know what, Angela? I know you can do it, and just seeing you succeed fires me up, right?

Somebody who's very structured and analytical, you can almost tell they're barely ever dominant kinesthetic. Everybody's got elements of all, right? But we have dominant ways we perceive the world, and somebody who's very structured almost never, ever, ever, if they got a clean room, I promise you, they're a visual person because people who are kinesthetic do not have clean rooms ever, not ever, and that's okay. You get somebody else to clean it, maids, you know, and hopefully they'll get out of the house eventually if they're the kids, right? You know?

But they won't. I'll give you an example. My brother Mark Aki, if any of you have seen him online, hilarious, almost entirely visual. Jimmy Cash up in Alaska, almost entirely visual. My brother has organized closets.

The red shirts are all next to each other. The blue shirts are all next to each other. He's funny, too. You know, I'm funny. He's funny, but we're just different, right?

And he's got the oranges next to the oranges. His underwear are folded in neat piles, you know? And I started living with him for about a year when we were both living in Phoenix, Arizona, when I was like 23 or something like this. And I drove him batty because I would be making a green smoothie because I was eating entirely raw food, and it's the messiest way to eat ever, and a piece of banana would fly out and get on the cupboard, and I wouldn't see it. I wouldn't even know it was there.

So I'm, you know, clean, and I'm thinking I'm being clean, and there's freaking spots and stuff everywhere. He's like, God damn it, Dave, clean. But it took him literally, he did not believe me, he thought I was making excuses and being lazy. It took him a year. And he's like, you don't fucking see that.

It's not on the cupboard, do you? And I was like, what? You know what I mean? And that's okay, because obviously I have my own giftings. I should not be cleaning houses.

That's definitely not one of them. I shouldn't be, you know, a clothing artist, you know, and trying to match people, you know? Not cool, you know? Not the best person. You've got great, bright clothing, you know?

I didn't tell that. You've got a great, bright smile, too, don't you? You're smiling bright. You're bright in the whole room. It's great.

You see what I'm saying, guys? Understand this in your marketing. Most of the time, people think and they have the assumption automatically without doing it on purpose that everybody's like them. And because of that, they sell the way they like to be sold, and so their team has a bunch of people that are exactly like them, right? You see a good mix here, don't you?

Why is that? Well, because I know, even though I'm not analytical, I can still speak to everybody, right? I've learned it. I've forced myself. I've learned that, you know, that if somebody rubs me wrong immediately, it's probably not because they're a bad person.

It's probably because I'm not understanding them properly, right? Let me give you an example of how a lot of this stuff plays out in different people, right? See how everybody's sitting a little differently here, right? Everybody sits a little differently. That's fine.

Everybody moves a little differently. You notice how when groups of friends are together, when they're around people they like the most, they do the same kind of stuff? They're like this all the time, or, hey, buddy, how you doing? They're doing this stuff, you know? Or, you know, two girls that really like each other and they're hanging out all the time.

They're, you know, standing like this, and they're talking, you know, like, and they're doing the same stuff all the time, right? And people who are around people they like, they tend to act and behave in synchronicity, right? And that's actually unconscious behavior, and animals even do it, where you'll actually synchronize your behavior with the people around you to get along, right? So you notice if you're around people with higher tones of voice. Unconscious.

Unconsciously, you'll start speaking in a little higher tone of voice without thinking. And the only people that tend to not do that at all are very strong analytical processors who act and behave in the way that they always think is appropriate, right? Are very calculated in everything that they do. When they understand it, they're actually the best at this, right? Mark Overson.

Oh, my gosh, man. So calculated all the time. Unbelievable, that guy, right? But he understands this stuff, right? So, but people will naturally synchronize.

You notice you're talking to your wife, and your body seems to open up if you're married, right? Your body seems to open up, and your muscles relax a little bit. And you speak a little differently when it's just you and her around. You guys notice that, right? Couples, good couples together, right?

And when you're around somebody you dislike, what do you do? You tend to not specifically model your behavior. You tend to unsynchronize, right? So, therefore... If you want somebody to like you, what's the easiest way?

Be like them. Be like them. Speak their lingo, right? Speak their language. The way they like to hear.

The way they like to feel, right? If I'm going to talk to somebody who's entirely visual, I'm talking about how good it feels, man, to just be alive. Right? They're going to be like... You know?

Seriously. Eventually. Right? But if we're around the same person, they're going to be like... You know?

If we're around the same person, right? I motivate them differently. This is useful for motivation. And when you're doing a presentation, there's more than four people in the room, you better try to hit everything. Right?

So how do you do it? You describe using the five senses, different ways of speaking. Inflections in your voice are very important to auditory people. You can't talk like this all the time. Or like this all the time.

Because auditory people have got to have changes. Changes in sound to pay attention. Right? A kinesthetic person needs movement to pay attention. They won't pay attention if you're standing still the entire time you're talking.

You got to have movement to speak to a kinesthetic person. You got to change the tone of your voice and the patterns of your language just a little bit for them to understand what you're saying. Because if they don't see the picture clearly enough, they won't remember what you're saying. They won't remember what you're teaching and training and selling. Right?

And they won't feel good enough to make a decision. Because Angela, don't you got to feel good about something to decide? Isn't that funny? Nobody else is like that, just me and you. Right?

You just got to feel, I just got to feel good about it. You know what I mean? It's like, I feel like, you know, why did I join Numis? Well, because I had a gut hunch. What the hell does that mean?

Nothing. You understand what it means, right? It doesn't mean anything. It means I had a feeling about it, right? Because what happens is, your mind processes information.

Here's what happens, believe this or not, and this is going to get in, I'm actually going to, in a second here, I'm going to have Chris come up and teach a little bit on just personalities a little bit, because he's really good at this stuff, because he's really good at one-on-one communication. And that's where a lot of that stuff plays in, and we're going to have some other things on direct response come up in here a little bit. But here's what's happening, and this is unbelievable when you understand it. Did you know that our whole five senses see less than five percent of the energy spectrum in our immediate surroundings? Less than five percent.

This is all five senses. Our feelings, our sight, our touch, our smell, all that stuff is literally processing less than five percent of the information right here. Okay? For example, you can't see heat. You can feel it, though, so that's energy you can process, but you can't see or feel x-rays, can you?

You might feel sick if you were around them for a long time, but you wouldn't know it until you were sick, because you can't feel x-rays, all right? You can't process it. It's not part of the five senses. All right? So what happens?

We have less than five percent, okay, of the available energy spectrum available to our perception immediately, right? And out of this, our nervous system and the senses that we do perceive is taking in two million bits of information. That's 200. I'm not good at math. Two million bits of information constantly simultaneously.

Two million bits of data all the time simultaneously through the five senses and thoughts that you're thinking. It doesn't ever take a little bit, you know what I mean? Right? It's a lot of information, is it not? So we all have ways.

We have beliefs. We have systems of thinking and analyzing, and you can't possibly think consciously about this, can you? For example, as I'm talking, has anybody been thinking about your heart beating? Has anybody been thinking about your breathing, the way that you're feeling, right? What your toes are doing and the position they're at in the ground?

Now as I speak them, you can't help but pay attention to that stuff. Not because your mind goes where it's directed to go, which should be a good illustration of how easy it can be to sell things, because you can direct people's minds where to go in their body, right? Are you paying attention to where you're sitting and the position your butt is in the chair and how your spine feels, for example, at this exact moment, or how your body feels? Or are you paying attention to the sound and the inflection of my voice? Isn't it funny how it seems that out of this two million bits you can only consciously focus on seven plus or minus two chunks?

Which is average, right? So what happens to the rest of the two million? They get deleted, number one, because if you're not going to use it, what does your mind do naturally? Well, it's going to delete it. Why do we form reflexes?

Because if you had to relearn a behavior every time you did it, don't you think your life would suck? So you learn reflexes. It's a useful part of survival, right? You delete it. You distort it.

That's the second thing you do. Anybody here ever seen a stick that you swore to God was a snake until you looked at it and you're like, I'm such a moron, right? And did you realize that all the time in your peripheral vision and unconsciously and things you're feeling that you constantly distort? And then you generalize the information. If you can't generalize information, for example, every time you saw a new book, you'd have to relearn what it was.

But because your mind can generalize, we know that this could be called a chair or a bench. And that's also a chair back there. But how is that? They look different. It's because you can generalize information.

And your mind forms symbols of that. It forms symbols of things that are going around you to process information through your dominant representational style. And everything else gets deleted, distorted or generalized. And therefore, here's what's important, right? You don't know everything.

Isn't that cool? You don't know everything. You don't know the true answers to anything, right? You don't know the way things really work. Because if you were God or whatever it is for you and could see everything and feel everything and understand everything all simultaneously and access all the information in your brain simultaneously and still make good decisions, first of all, you'd be friggin' amazing, right?

Walk on water and glow in the dark. But second of all, you wouldn't be human, right? But third of all, you wouldn't relate to anybody. So understand, if you're only processing this information and you're only processing that information and you're only processing that much and we're all deleting the rest, who in here is thinking like another person? Nobody.

Nobody sees the world in the exact same way. Nobody. Everybody. Everybody's beliefs are different. Everybody's representational systems are different.

The things people are paying attention to, all of them have different stories. Everybody sees the same car crash and there's 14 stories about who happened and why, whose fault it was and why it happened because everybody is deleting, distorting and generalizing different information simultaneously. So if you're speaking to your nine chunks, right, in only the way that you understand, it's not very useful to communication, influence, sales, culture. So if you're speaking to your nine chunks, right, in only the way that you understand, it's not very useful to communication, influence, sales, culture. And there are things people need to come together.

For example, you need a metaphor that everybody can see in their own way and this is the fascinating thing. A story is represented to a person in the way they see the world when it's properly told. So if I tell a story, you're not seeing what I'm saying, you're seeing your representation of the story. You're seeing a totally different story. But here's the thing, if you recruit and sell that way, everybody feels like they're making their own decisions.

They came to their own conclusion because they saw it themselves or they felt it themselves in a way they understand. You didn't coerce them, they made the decision on their own. Whereas if you try to forcefully inflict yourself on people, that will actually work with certain types of people. Sometimes they need it. You need to just be direct.

Right? They feel like you're imposing the decision on them. Whereas if you tell a metaphor, right, like Jesus, everybody's like walks away thinking about it for four days and then they come to their own conclusion, correct? That's a way to effectively teach and process information is you mix it up. You tell stories.

You change the inflection of your voice. How do you learn this stuff really? What's the best way? And that's the question. How do you learn it?

Well, here's what you do. You say, what's really selling? Okay. What's just selling? What's hot?

What are people actually buying? Right? And then go and look at it and experience it and watch the whole thing and ask why. Right? Everybody's excited about buying Mark Hoverson's product.

For example, everybody's like, you know, let's go get it. Right? But honestly, I mean, I'll buy it and go through it because I want to see how it's laid out really, is how I want to see. I want to see how does magnetic sponsoring, what color do they use in the banners? How do they lay out in the back office of the product?

Because I want to make my own products. I don't really care what he says in the product at all. It's irrelevant to me. Right? Although I'll listen to it because I know Mark makes a lot of money.

But that's why I'm interested in buying it is because I want to look at what they're actually doing, not any other reason. But what's more useful? Looking at that and saying a lot of people bought that thing. Why and what process was used to create that? And then actually from the presentations, from the sales funnels, from the things that are working, you go and you watch it and you ask, why is this working?

And copy it even if you don't understand it. Now be very careful when I say copy because by copy, it's okay with certain people. Lots of stuff isn't copyrighted, right? From newbies out there. But if you're going to go copy, for example, magnetic sponsoring pages with their language and exact pages, they'll come after you, right?

So when I say copy, I mean ask why it's working and then just replicate the process, right? Replicate why it's working. You don't have to replicate what they train in the product. The product is almost irrelevant. But you know what's fascinating?

Let's replicate magnetic sponsoring for a second. Let's tear this apart and structure it. So how in the world did this stupid e-book that doesn't say anything sell so many copies? And I swear to God, that book tells you to do nothing but sell the book to buy more products and don't recur into your company on the front and sell my product. It's way easier and better and you make more money.

So literally, I mean, aside from that. There's some content in there explaining all selling why you should, it's a sales letter on why you should promote his book. I mean, when you think about it like that, isn't that creative? Am I not blessing you with that 50%? Isn't that great?

You know, or 40%, I think it's 41% or something like that. Wow. If I sell his, and then by the time you're done, you can't read it. And this is fascinating. You can't read.

Read. Read. Do yourself a favor. Read Magnetic Sponsoring. Because it's done so much sales.

50,000 or 100,000 of these stupid things have been sold. Right? It doesn't say anything. There's no content in it. Right?

Like, I buy lots of courses, Dillard says. Right? And I act manly. Act manly and buy courses. You know?

And you should sell information on the front end because it's easier. It does have value there. It does explain that pretty well. Better than most people have explained it. So it explains that concept well.

It's easier to sell information than it is to sell this. But, you know, putting your own product together is hard. It's hard, man. You know? So what should you do if you're new?

Sell my book. It's easy. We got a whole system for you. We got capture pages for you. Right?

You bought the book. You have instant access to the capture page. In fact, you can go in and put the names of five friends and relatives in there right now you want to pass this information for so they can also learn how to not recruit their friends or relatives. Right? And the whole purpose of the book is to get people to sell the book.

Well, what does that do? It then creates viral sustained traffic for Magnetic Sponsoring by all the affiliates who are like, this makes sense. And who is here has gone broke doing PPC ads at least one time on a product that somebody else created because he got sold into promoting it. Right? For a week or so.

You know, you didn't go totally broke. You know, you put a bunch of money into promoting it because you're like, I'm going to be rich from this product. And then you forget that it takes 45 days for the commission to come in the mail. Just like your Amway check. Damn it.

Foiled again. Right? You know what I mean? So here's some things that we're going to go over tonight. And hopefully this stuff is helping you.

All right? So here's then the formula. And this is what we need to create. Traffic, number one. Number one, you need traffic that's affordable.

Right? It's got to be affordable at first, especially. Because you can just buy tons of crappy traffic. Right? But you need traffic.

And more specifically, Dave Sharp would tell you, you need targeted traffic. Targeted traffic. This is what I was missing for years, is targeted traffic. Why? Because people walking around in Walmart is definitely a lot of traffic.

Right? There's tons of them in there. I mean, let's go pass out some DVDs, man. Right? But it's not targeted traffic, is it?

Right? Now, if this existed, which it doesn't, but you've got the same situation, but there's a big store for people who want to join business opportunities, enter into the door in the front, and there's much selection as you walk inside. Standing in that store, probably you'd encounter a little bit less skepticism. In fact, people might even walk up to you and say, hey, what are you doing? Lawrence, what's your biggest problem?

Targeted traffic. Right? Big problem for a lot of people. But you know what the next problem is, is then you've got to capture info from the targeted traffic. Right?

So I'm going to say leads. You capture info from the traffic, you have to, because otherwise what happens, your life sucks, because you don't sell nothing. Right? So you've got to capture the leads. Right?

And the next part, what do you do? You've got to sell stuff. You've got to produce sales conversions. And what's the important thing here? It's that the conversions brings in more money than the cost of the traffic every time, and if it doesn't, you stop doing it immediately.

Right? And change. And it's a tendency for people to just keep pounding money into the traffic, thinking that by doing so, all of a sudden magically and mystically, Buddha is going to appear in a vision with a magic lamp to give to them that they rub, and all of a sudden that same traffic that haven't been making them any money, now all of a sudden is making them money, because they just kept pounding money into it. Right? Big temptation, is it not?

But here's what the smart people do. If it's not making money, you ask why, and you test something new, and if that's not making money, what do you do? You test something new, and if that's not making money, you test something new, and then you find something that's profitable by 10% on the front end, and then you say, now I'm not losing money on advertising. And if you can get it higher than this, you can get things that are profitable on the front end by 110%. 110% more money comes in than the money you're spending on traffic.

What? Okay, so what if you have a bajillion links all pointing to something that doesn't convert, then you have a chore of replacing them. Right? To something that does convert, or changing the way you're converting them, or changing your modality on that end altogether. Right?

Because why? Because it needs to be tracked. Because here's what everybody who especially doesn't keep track of anything has a tendency to do, and lots of us don't keep track of stuff. Right? What we have a tendency to do is, let's say we're making money, and we're making money, man.

I'm bringing in 1,000 bucks a week, 1,000 bucks a week, but you're putting out 1,100. You're not making money, are you? That's not a business, is it? If you keep doing it. That's true, but that makes your life difficult.

Yeah. If you're counting on the back end to do it, especially in the beginning, you can't do it. You can only do that stuff where you count on the back end conversions when you've got a deep, deep, deep funnel that you've managed and tracked for a long time. Yeah. Because otherwise, what you're doing can't be replaced quickly.

Right? Because a lot of the back end stuff, money takes a little while to flow, depending on what it is. Either it's your own thing, it's something that converts really well, right? Or, it's something that you can earn more immediate commissions on. Yeah.

It doesn't necessarily have to be your own thing, no. There's a lot of examples when it's not your own thing, but it's got to be something that pays you now. Here's why. Let me explain. It's really simple, actually.

In my new sales presentation, I did actually explain this. Here's what happens. Okay? What happens is, even if you're profitable. Let's say you're profitable by ten percent.

That is actually a successful campaign. You should strive for better, but if the front end is profitable by ten percent, you can unlimited advertise. But let's say it's profitable by ten percent, right? Profitability. So you're spending a hundred bucks on advertising, and every hundred bucks you're spending is bringing in a hundred and ten.

Success. You can then recruit on the back end without stress. You can then sell on the back end without stress, because you're not actually spending money. You're earning a ten percent increase in your investment every time you put money out. It's like putting money in a perfect lotto, right?

You're not spending money at all, right? But what happens if now, all of a sudden, this check takes forty-five days to come? How much money do you have to sustain this before you can see this? Because here's the problem. You can't scale that, can you?

Right? And what do I mean by scale it? Well, if you got this money immediately, that means today, you spent a hundred, you get a hundred and ten. Let's say within two days, you get the hundred and ten. You spent a hundred, you got a hundred and ten.

You can then spend a hundred and ten and get back a hundred and eleven. Right? Or whatever. No, that's not right. See, I'm not good at math.

You can then spend a hundred and ten and you can get back ten percent, right? Which is going to be eleven dollars more, so a hundred and twenty-one. Right? You can then spend a hundred and twenty-one and repeat the process fast, fast, fast, fast, fast, fast. You can scale it out.

Right? Whereas, if you wait forty-five days, you spend a hundred and twenty-one. You spend a hundred and let's say you only have a thousand bucks. You spend a hundred bucks a day for two weeks. Your thousand bucks is gone and it takes you forty-five days to pull in the eleven hundred.

You can't scale it. Does that make sense? The money must come fast. Yeah, you want to share? Here.

If you watch David, how he markets and he tells you he spent a hundred dollars and he lost it, don't do that. You just saved a hundred dollars. Even though you didn't make a hundred dollars, you saved a hundred dollars. I got to the point where I was doing Facebook PPC and I was using just purely Lead System Pro. Lead System Pro, they had this funnel going, but Lead System Pro has a delay.

Right? They have a delay. You have to wait on that check, which is fine. So, what I did was I spent three grand, three thousand dollars pumping traffic and all I was worried about was how much can I get that traffic for? And that was the only concern because that's all I could really do.

Conversions you can kind of mess with, but you don't really know. You don't really know until it converts much later. So, I was getting, I was, I was ecstatic. I was getting five cent clicks. I was getting a, you know, a click through rate that was going up.

You know, that's great. I'm pumping all this money in. Forty-five, sixty days later, I got three grand. I got like a thousand dollars back. I'm like, that is not a good cycle.

That's not what I'm good at. Giving someone five hundred dollars when I have no control is not what I'm good at. And so, when I gave five hundred dollars, we got on a call after we signed a contract. We're like, so, what are we expecting? Probably, you know, two hundred leads per person in this co-op buy.

I'm getting like five, ten leads a month of people who are just dying for a job. I'm like, I got five more months of this. This is a lesson that needs to be learned. And, but you wouldn't know that unless you tap into someone who's been through that, right? And Ray had been through that.

Yeah. And, but see, the problem, again, lies. In this conversion. This conversion needs to have been tightened up. But, you know, we're like, okay, we have these numbers.

It's not bad if you have five hundred bucks and you get like a hundred. That's five bucks. Whatever. Two hundred, that's fine. But ten?

That's a five dollar lead that better be paying me a profit to sustain this type of marketing. And that's something I would never touch again. That's just, no. How do you spend ten thousand dollars in advertising and make a thousand dollars in profit? It's not profit.

Yeah. Yeah. So, it's like, so, yeah, it just didn't make sense, right? So, some months you eat that. But, I mean, you've got to be able to own this.

I mean, and that's why we're saying, if you own this, you can control a lot of it. Like, we're talking about, Ola was talking about being able to upsell, downsell, and convert. All you got to do is just pump in some traffic here and you can kind of figure out where it's coming from immediately. Does it work? Does that type of traffic work?

And this is pretty important. If you can figure this out faster and in quicker cycles, you can get out much faster. So, I did ten thousand leads in one year, part-time, zero sign-ups. My funnel was broken. And I'm like, I trust, come on, why wouldn't it work?

I talked to Norbert and Todd, like, what's the deal with that, right? Wouldn't there be an auto in here? I mean, come on, right? Everything converts at a different rate depending on what you push through it. I mean, not to say I regret that, because that was a learning experience.

Like you were saying, two sign-ups a day, I was like, I want to get a thousand leads a month. Leads will solve everything. Traffic will solve everything. Not if they don't buy anything, you know? And they were buying some stuff.

I was sustainable, but they weren't buying what I wanted, which was sign-ups. But I didn't make a focused effort. This really isn't what I wanted. I wanted a way to sustain what I was doing, but I built no residual in that way. There was no residual in what I was doing.

That's painful. That's a hard lesson to learn. But you got to learn it. How else would you learn that? That's the only way.