Module 5: Copy That Sells with Adam Urbanski

Let me just tell you a little bit about Adam. Adam in 1989 emigrated to the United States from Poland with only $194 in his pocket and a very limited ability to speak English. His humble beginnings were not always a walk in the park. Since then Adam has owned and co-owned several successful ventures which generated millions of dollars in sales. His first claim to fame was in a fast food restaurant coffee business.

Today he runs a multi-million dollar business that includes consulting, coaching, training and information publishing. In just a moment Adam is going to show you what he knows about how to get people to want to buy your products and services. A huge round of applause for Adam, here we are. Hold it for later. Yeah, wait, wait.

You never know. Adam is amazing. We were just talking here during the short break about your background and you came from Poland with $194 to your name. Yep. Wow.

Now what motivated you to emigrate? So he's just asking that off camera but you know I always joke I was young and stupid. The young part is fading away, the stupid part is pretty stubborn but you know I left Poland literally just a couple of weeks after the Berlin Wall went down so it was still a very communist country. Not much was permitted in terms of freedoms that you know here in the United States and many western countries in the world we take for granted. So I always thought that you know the grass is greener elsewhere and I kid you not when I went to embassy, US embassy in Poland, which by the way was a miracle that I got in there.

It's not like you go in there. It's a year of standing in line to get into embassy. So I got really kind of lucky to get in and the ambassador, is that what they call him? Ambassador? Consul?

Whatever they call him, right? So she looks at me and I can't tell you how old she is now. Imagine me, I had long hair, I was dressed in black, I had scarves. I always joked that my head looked like it was a bird's nest like just popping in there and he's like, so why do you want to go to the United States? Well, you know, look at all those people and they're all like old, I'm young, I want to go in there.

I watch all those movies, those westerns, and it sounds like money grows on trees in America. I want to witness that for myself. I swear to God. So I want to go and do some picking and there's money on the trees, you know? That's like some harvesting.

That's it, some harvesting. And so she got me, you know, I got the visa and that was kind of the beginning of it. But you started with $194 in your pocket. Well, I know that because I had $200 and just before I left Poland, my girlfriend was seeing me off. My girlfriend at that time was seeing me off.

And she wanted to buy this pair of shoes, like amazing shoes, and I gave her $6 of my money. And, you know, so I had $194 left. And the funniest thing, the first night in New York, I went to buy something and I went to a convenience store. I had hotel paid for 10 days. I didn't speak English.

And I think I got ripped off, but basically I bought a loaf of bread. And what's the first thing you buy when you come to America? Coca-Cola, right? So I bought a little six pack of like fancy bottles of Coke and a loaf of bread. And I think it was like $18 or $19.

And I thought to myself, this is 10% of my money for just one night. That's not even a full meal. I'm pretty much screwed. Well, how did you go from there to multimillion dollar business? Very cool.

Lots of luck, lots of hard work and perseverance. And I think everybody watching, they don't lack in terms of their big dream, but they often lack in terms of commitment, right? When they go and get stuff, you've got to get tougher. But I forgot what I was going to say, I'm camera shy. No, it's okay.

So how did you go from being brand new to multimillion dollar business? I know what I wanted to say. One thing that propelled me ahead of many other people time and time again is I hear folks dialing in or asking questions online and they say, you know, I'm a newbie. How do I do this? How do I do that?

You know, I never permitted myself the newbie mindset. And essentially I claimed things and then they worked hard as hard as I could to prove that I'm right. So give you a case in point. My parents had a bakery in Poland. Now by no stretch of imagination, I was a baker.

However, when you're a kid and come in this country and your father, by any chance, owns a private business, it's like you do whatever needs to be done. So many nights I was awakened and given a stool to be tall enough to be working at the workbench and you had to work with the rest of the folks. So that's about the extent that I knew about being a baker. Finally, three months of my time in the United States, my money is down to zero. I'm on a cup of coffee a day, a call comes in and the guy says, you want a job?

Be in two hours, you've got a job as a baker. I am there. Now within the next two hours, the guy knew I wasn't a baker. But let me tell you, by the morning the next day, I was a fully qualified baker because I knew if I don't show up, if I don't step up and perform the way he needs me to perform, I don't have a job. And I could not afford not to have a job.

And it's pretty much ever since, I looked at what do I want to do, who do I have to be to do that? And I claimed that and I walked right into this. And it's scary as heck, but I had no alternative at the point, at the time. That's right. Which adds an extra layer of motivation, doesn't it?

That's it. That's it. But even for a lot of people, they'll do that for the first little while, but then once they get comfortable, they won't push themselves to the next level. How do you keep on pushing yourself out to the next level? Well, so motivation changes and it's kind of funny because we talk about how to get people to buy, right?

You've got to know your audience because motivation changes. So at the very beginning, I was very purely money motivated. I just wanted cash, right? I remember walking with my current wife down in Dana Point in Southern California, looking at the boats, pointing to the, I wasn't married yet, we were walking with her parents and I pointed at some homes and I said, you know, honey, we will be living in a home like this one day. And she's like, you know, her parents were like chuckling, just like this, this guy drives a 30 year old broken car, doesn't speak English, has no money and he's buying, you know, multimillion dollar mansion, right?

So that was pure motivation, cars, homes, money. And then eventually I just kind of realized that, you know, my motivation is what drives ultimately, what drives me is number one, I want to be the best version of myself each day. And number two, I forgot who talked about it here, but you know, you're in people business, I'm in people business. So people ask what it is that I do, I transform lives, right? So when I show up and when I, you asked Ray a question moments ago, how do you keep motivated?

I've got huge binders of thank you letters from customers. If I feel crappy, if I feel unmotivated, all I got to do is crack open a binder and just read, read letters. Someone says, you know, save me from bankruptcy, man, save me from divorce. I went swimming with the dolphins, you know, it's like I bought my dream house. It's like, wow, I get in tears, I'm like, I know why I need to get up the next morning because this is the work I do.

I transform lives, that's what drives me. That's amazing. And how do you attract those clients into your, into your life? Once I figure it out, let's do a show on that. Yeah, sounds good.

Maybe we can even like come into a studio. Yeah, that's a good idea. You know, so, man, there's like so much good content that you guys have shared over there. When it comes to getting clients to come to you, there are really three main components and you might have heard of them or might have not. And it's really first your market, who do you want as your clients?

I know Rich spoke a lot about kind of really understanding your audience, right? And then you've got to figure out where your audience is, that's your, that's your media. How do you connect with them, right? Some audiences are very readily available on the internet. Some audiences, believe it or not, still believe in like radio or direct mail.

You have to send them stuff by mail. And then only the final part is the actual message, like what do you say, right? And the what do you say is often the sexiest thing. So people start with this because it's the easiest. You can, you can create a template for your message, but your message really means nothing if it doesn't resonate with the right audience, with the market.

And if, even if you have the right message with the right audience, but you put it in the wrong media, you know, like if I put my very hardcore sales message in my sales letter, perfect place. But if I put the same message, let's say in my Facebook, in my Facebook post, it's a total disaster. People will be turned off. It's like, who is this jerk just pushing his stuff on us, right? So you've got to kind of figure out the three M's, right?

Your market, your media, and your message. And you constantly work with them and massage them. And just a quick story I read on Facebook actually the other day, somebody said, I went for a job interview and in sales, and the interviewer pushed over his laptop over to me and said, sell it to me. And the guy showing the post said, well, I took a laptop, went out of his office and left the building. So two hours later, two hours later, the guy actually calls me and says, hey, where the heck are you?

Bring me back my laptop. And he says, hey, give me 200 bucks. I bring it back. So you've got to figure out the motivation. I mean, you think he was motivated to buy his laptop back, right?

You didn't need a big sales message. You didn't need fancy technology. You knew your buyer. The message was simple. Give me 200 bucks, I'll bring it back.

I mean, that's really it. You've got to find people that are truly motivated, and you've got to know what they're motivated by. Nice. What is the current audience that you serve right now? You talked about being a transformational coach, but tell me a little bit more about the audience that you want to attract.

So my audience actually is pretty broad because we work with anyone who may be a novice, but primarily our core audience are people who I call an expertpreneurs. They're very good at what they do. They may be service professionals, and they typically struggle with a couple of things. Number one is they don't know how to attract clients. So very good at what they do, but getting clients to them, not so good.

It's the business of being in business of whatever it is that they do. They can't figure it out. I mean, you're in the same business, right? The whole program is really all about that. And then the second part is once they get to a certain level, kind of like where you are at, right?

What do you do next? Now you train others who want to step up to the same plate. So the next part is they want to leverage themselves better. They want to step out of the one-on-one work. And again, they need to know how to do it.

They need to know how to package the expertise and sell it. So that's my ideal audience. If you know how to do something very good, and you want to do it with more people, or if you know how to do something super good, you do it with a lot of people, and you want to be more leveraged, that's when we can make some magic happen. That's when magic happens. So as you think through gathering clients for yourself, how do you think about it today in 2016?

I get drunk. And then I get a few of my clients drunk. And then we have what I call a drunken conversation. We do not. So, look, if you were to ask me, like, how do I find out what my clients really want?

And this is really a big problem for professionals who are so, I mean, look, we wake up every single morning, and from the time you go to take care of your physiological needs and shower, you constantly think about your business, right? So like you guys, you may be thinking, oh, multi-million dollar company, great funders in business for many years. And this is all like your professional lingo. People don't care about this, right? And when your clients join you, they start speaking the same professional lingo.

So when you ask your clients, kind of, why did you buy from me? They're going to say the same thing. Well, you know, it was a great company, and very professional, and great, you know, trusted them. Eh, that's not what people bought, right? So I would say, well, do you drink alcohol?

I don't. You don't. No. Have you ever? No.

Never? Never. Have you seen somebody drink alcohol? I have seen somebody drink alcohol. So you can imagine the effects of alcohol.

I could imagine the effects. All right. If you were to drink, what would be your favorite beverage? An alcoholic beverage? Yes.

Well, I don't even know. I don't even know where to start. Margaritas? Sure. Why not?

What would it take for you to not be, like, flat out, passed out on the floor, but just really have a good time, just kind of bring the, you know, rambunctious will out? I think probably since I've never drunk one. One. So imagine that we are out, okay? And we both have a margarita, and we're having a great time.

Sure. And some friend of yours stumbled upon us. And the friend said, you know, I happened to leave for the bathroom because I had the margarita. That was supposed to be funny. Jeez.

I can't figure them out. See, I don't know my audience. Anyway, I step away. The friend happens to stumble upon you, and he says, Will, are you freaking nuts? Why are you working with this Urbanski guy?

What would you tell him? Well, right now? Obviously, we're making it up right now, right? Yeah. I would say, well, he's gotten huge results for somebody that I know, and I want to know.

Blah, blah, blah, blah, blah. Will, give me half the money you gave him. I would do you the same stuff. Why do you really work with him? Why did you really hire him?

And imagine, you're drunk. You know, happy. So you don't have a lot of inhibition. So number one, colorful language may emerge. The second thing that will happen is they're going to get to the real thing.

They'll say, you know what? I was so freaking frustrated with what was going on. I was tired of this, and I couldn't get results. And I was going to this person and this person. I was trying this technology, and nothing worked.

And finally, you know, I talked to this guy, and he understood me or something. You're going to start saying the real things, the very visceral words and feelings, and that's where the magic starts. So every single thing that I want to sell, I start with a drunken interview. And the second thing that I do, I go to what I call a blank page pitch. A blank page pitch.

Yes. So once I do an interview, and I have the language and the ideas, I take a blank piece of paper, and on this piece of paper, I kind of rehash in my head, what are the things you told me? Like, what is it that you really wanted? Why did you hire me, right? So my case will be something like, okay, I wanted to create a better marketing message.

Okay, check. I wanted to package myself so people recognize me as an expert. Check. I wanted to get my marketing in place so people are coming to me. Check.

And then, you know, three things. That's it, right? That's all I need. The fourth one will be like, I want to create some amazing package system of technology, like max performance accelerator. I want to create my own max performance accelerator, right?

Look, that goes on the page. Four things on the page. That's all I do. All right? Now the next thing is, I call up a person that I think might want it, and I start talking to them.

And I ask them a few questions like, what's going on? What are you trying to do? Where are you trying to get to? Now in between, I'm listening in to their words. But as they tell me, in between those four points that I wrote on my page, I fill in some blanks with the words they provided me with.

And then I repeat the words to them. And then I say, when would you like to get started? And they say, immediately. I say, great. How soon can you get me a million dollars?

And we're in business. I typically say, ouch, a million is a bit much. I say, no problem, because we're friends. I'll give you a discount today. I'm kidding.

But that's really the methodology, right? You start with getting their language, getting in their heads, and then eventually you repeat back to them. And they say, oh, my God, that's all I wanted. So I want you to write down for yourself, when you create your marketing messages, if you want people to come to you, realize that people don't care about what it is and what you do about your products or services. What they really care about is that you can help them.

That's really important. They need to sense that you can help them. And the way you do this is because, again, they don't care about understanding what it is that you do. So a funny thing, like one of our bread and butters is a $12,000-a-year coaching program. Now, many times people join this program, never even having any connection with me at all.

They never talk to me. They may experience me on a webinar, but that's about it. They come into the program. The funniest thing is they don't know what they bought for $12,000 until about seven days into the program. We send an email and say, By the way, here's everything that you got in the program.

They have no clue because they don't care how it's delivered. What people really want to understand or what people really want is to feel understood. It's to feel understood. That's really what it is. So, again, if we had a conversation, I'd say, Well, tell me, what are you trying to accomplish?

Tell me one thing that's really important to you right now. Seriously. Seriously. So one thing right now for me is to be able to scale my message out, to be able to reach more people. That means product.

That also means training up other people who can do what I can do. Why does that matter to you? Because it's my mission to help people transform. Really, this is deeply aligned with who I am. I remember there was a day when I think I may have talked.

It's a time out. I want to hear the story, but I want to point out something. Look, I couldn't shut the guy out. It's true. It's not that hard to have him in.

He's going to tell me the whole story. And I'll ask him why it's important and what frustrates you about it. What resources do you need? What's the very next thing you're looking for? How long have you given yourself to do this?

How long have you been trying to do this? I mean, I'm basically just paying attention. And he's going to pour his heart out. And then I'll say, So, well, let me just make sure I truly get what you just told me. And you're trying to get this product to a lot of people because it's your mission.

It's what's important to you. And this is kind of what you're looking for next. And this is what frustrates you right now. And you'll be just going like, Oh, my God, how did you know that? You just told me.

But, folks, think about it for yourself. Think about it for a moment. How often does it happen when you go, meet the person at the social gathering, at the restaurant, at the networking meeting, where they're talking to you, or you're talking to them, and their eyes kind of go like, Oh, she's cute. Oh, I think he's got money for my product. Oh, I should really talk to them now.

You can give me some referrals. They're like, they don't even listen to you. So when was the last time, imagine even with someone that you may be living with, where you pour your heart out to them and they actually heard you. That is the secret sauce. You do that, whether it's in person, in video, in a sales letter, and magic happens.

The magic happens. Yep. Awesome. So now we're about ready to get to the point where we're going to take audience questions. So if you've got a question for Adam, if you want to pick his brain about how you can take your stuff to the next level, go ahead and make sure you submit that, and here in a minute or two, we'll circle back around to questions.

But who's getting awesome value from this so far? Yeah. Yeah. Man, I've been making this stuff up. It's awesome.

How are you doing, Austin? Well, you know, the hardest part is to squeeze a concept so hard as getting clients to get excited about what it is that you do into a short conversation. Right. Because you can learn a tactic. I can give you a formula on how to structure a marketing message.

Right? That's a tactic. But you can structure a killer marketing message and say it at the wrong time to the wrong person, and it's still useless. Right. Right?

Like, look, well, I've got a... deal on an elephant. I mean, it's awesome. It's not even used, and I'll give it to you for half the price. Do you want it?

No. What's wrong with you? I mean, it's a great elephant. Well, it's summer. Elephant's awesome.

Great, I will shower you with its trunk and water. Come on. Don't you want the elephant? Come on. I probably don't.

I mean, it's a great message for our audience, right? Yeah, I don't even own a zoo. I mean, it's a... You have a great idea. You can start a zoo.

You have an elephant, though. Come on. Anyway, you know what the next thing is? One last thing before you go to the Q&A. You know, because of the background, how we are all brought up, whether it's your education, corporate experience, and then just schooling.

You learn in English to... You learn to write in proper English. And because of that, we often get stopped in terms of our creativity. Now, the way you have one-on-one conversation with someone, if you were to transcribe that and give it to your eighth grade English teacher, you would have flunked the class, right? But the funny thing is, when you want to write persuasively or communicate persuasively, you want to really speak in that language.

And remember that your audience will be looking up to you. So whether you think you're a novice or you're a master, to your audience, you are the next level step, the expert, right? So it's really important that you realize they're going to look up to you, sometimes to the point where they get intimidated, like, wow, you got your together. Could I say stop on the TV, right? Wow, look, I'm on TV.

So, you know, if you humanize yourself, like you misspell, you know, I've got sales videos where in the midst of all the professional script, I end up saying something like, you get that, folks, right? And I move right on. We don't edit that out. Now, why? Because I just made myself human, right?

Or I'll crack stupid jokes. Now, what you see is what you get. So what I'm getting at is, you want to figure out kind of your personality and your quirks and dial them up by a factor of 10. Because in any business, you know, folks, you can go and Google, there are the two genius brothers, Google and YouTube, right? And you can ask them any question and they're going to give you better answers than me.

However, neither one of them is half as good-looking and half as funny as I am. And that's just a meaning, okay? So, you can't fake personality. So, take your quirks, dial them up, and lead with that. Awesome.

I love it. Okay, huge value, round of applause for him. Okay, let's go ahead and go into questions from the audience. So, we've got Bill Miller. He says, of the three, how do you figure out what media to use to reach your audience?

Great question. And you may want to write this down. The who is always the most important part. It will dictate the what and the how, all right? So, the who is your audience.

Once you know your audience, they're going to dictate. They will tell you what to say and they're going to tell you how to say it, which includes where to say it, all right? Because, so give an idea. A big part of my market today is professionals, coaches, consultants, and I can find them online. They're glued to their computers.

I can send them an email at five to five and say, hey, I've got a webinar at five o'clock and like hundreds will show up, right? But I had a different market of kind of construction business, pressure washers, power washers. Now, this is a few years back, but these guys were totally not computerized. They checked the email like once a month. So, to send them an email and say, I've got a webinar today or tomorrow or even two days from now, useless.

It was direct mail. That was the media or the National Association publication, right? So, your audience will tell you where to send a message. Okay. Awesome.

Thank you. Round of applause for the question. Okay. Let's see. The next question is for me.

This is from Steve Asher. He says, Will, I'm thinking about buying the Max Profit Accelerator. Can we scroll the question over a little bit so I can actually see it? That'd be handy. Am I right in understanding that there are extra modules plus what we get, plus we get the Kala 2 tools?

The answer is yes. We filmed live in studio for two full days. And so, what you're getting will be essentially one third or what you're seeing today is essentially one third of the rest of the program, not including any of the mind maps, not including any of the tools, not including anything else that we're getting. So, there's a lot more that you're getting when you buy this. You're not just getting replays.

You do get access to the replays plus all the tools, all the mind maps, and all the game plans, and an additional two full days of studio-recorded content, not just with me, but the other amazing experts that we brought in. So, all sorts of awesome stuff. So, go ahead. Can I pitch in something? Yeah, please do.

So, you know, to Jim, was it Jim? It was the previous person that was asking. Can we scroll back down to the person's name? The person just asked the question. Steve.

Steve. So, to Steve and to everybody else in the audience and audience online, you know, this is a lesson about getting people to buy from you. Because the audience will often have questions, kind of like what Steve just asked. Hey, is it true that I'm also getting this and this and this? And, you know, you have to answer that, of course.

But then, in your materials and your conversations, you also want to steer your potential clients into a conversation that they really should be having with you and with themselves. So, for example, Steve, it's like, look, dude, don't know you from Adam, but I really love you because you're studying this. You're obviously an awesome person. You want to better yourself. And if you're watching this live stream, the only reason I can think of why you would hesitate is because you don't trust yourself yet.

Right? You obviously want something more. And, look, whether we make this sale or Will makes this sale or not, I couldn't care less. But I really care that you sell yourself on being more successful. And that starts with you really starting to believe in yourself and gaining confidence.

And, look, you've got nothing to risk. You've got 14 days. You get to, you know, explore the whole program without any risk. So, why wouldn't you do that? The only reason why you would not is because you don't trust yourself that you will do the work required.

Information is there. Technology is there. What's missing is your decision, your commitment, and your confidence. And, by the way, I get no commission, so I couldn't care less. But it's really a lesson in, you know, you have to speak to your audience where it's visual.

They kind of get it, right? And I bet you, Steve, you kind of, you probably felt it right now because I was talking to you, right? You want it, but it's like, well, I don't know. I bought stuff before. I didn't do it.

You know, I'm hesitant. It's $300. It's a lot. It's a little what should I do. And it's because you're asking yourself all the wrong questions, right?

The right question is, you know, will it take me where I want to go? Will I do the work? Am I committed? That's it. Okay.

Awesome. That deserves like a second round of applause. That's a lot of clapping, guys. I know. It's a lot of clapping.

Yeah. So, Jim. Jim says, what questions do you ask when you have a client to talk to and help you figure out what the value is you want to offer? Again, can we move the questions over just a little bit? They're like half cut off from the screen.

Okay. There we go. Yeah. So, you know, a long time ago, I was at the self-development seminar, and it was a beautiful black lady who was just known to be very tough, let's just say the least, right? And in the training, I walked up to her and I said, you know, you're beautiful.

And not in terms of like her physicality, just a beautiful person, just radiant. And she said to me that for the first time I actually understood it. She said, you know what? It takes one to know one. Beauty is in the eye of the beholder.

So what you think is value to you may not be value to your clients. So right back to my little mini conversation with Will just moments ago, like, Will, what matters to you? What are you trying to get to? What are you frustrated by? You know, what is it costing you?

How do you feel about this? You know, what do you want to change? What kind of support are you looking for? You know, what does support look like to you? Do you have money?

Do you have money to invest in the solution? What will it take for you to decide to start solving this problem? I essentially want to understand the person because without that understanding, I've got nothing. You know, the famous Bob Costanza would say, Bill, what's Costanza's name? Greg Costanza, Seinfeld, George Costanza.

And the famous words, you get that? You get Bob Costanza, okay? You don't know what Will wants, you've got Bob Costanza. That was supposed to be funny. Will is like, who the heck did we just bring on?

I just don't watch enough TV to actually know what's going on. He's like, folks, can we cut that segment out, please? That's fantastic, man. So David Wood here is asking, Adam, what is your favorite drink? Tequila.

Tequila. Well, why were we drinking margaritas? How'd that happen? It's got tequila in it. Ah, okay.

And sugar, what's not to love? So Shauna says, if I'm just getting started with all this work for me to do, wait, if I'm just getting started, will this work for me or do I have to already be up and running? I think that this, I'm going to leave this in your hands here. I've got an opinion on this. You know, this guy named Henry Ford once said, whether you think you can or cannot, you are right.

So totally up to you. It doesn't matter where you are right now. We are all here right now. Everybody is where they are right now, and everybody is here because they want to be elsewhere. So the elsewhere starts with the first step.

We're all starting. Every single day we're starting. Some of us have a little bit of a running start, but we are all standing still at one point. So what do you need? You need psychology, which mostly comes from people you're hanging out with.

You need methodology, which is kind of like, what's your actual message? What do you teach? And then you need the technology, the tools to do your business. Well, I don't know much about this max performance stuff, but I hear it's pretty good, and I hear it's got all three. It's got the right people, it's got the right methodology, and it's got the right technology.

So will it help you? I don't know. Only you can answer that question. Yeah, well, that last question was really more for you. It's about the product.

She's asking, if she's in duty, will the product go further, or does she have to be up and running? No. I mean, but I think his answer was the right answer. I mean, I think that the answer is, what are you going to do, right? And if you're committed to your future, I think that there's a huge opportunity, and what's inside is amazing.

The one thing that I will stand behind is I will stand behind this product. When you see the full thing roll out, you'll say, that was quality. That was quality. And so come on in, check us out. It's a fun ride.

So we've got Daniel here. Daniel says, what if we are not in a position to have live one-on-one conversations like a YouTube video or blog post? How do we still make it a dynamic that will make someone want to buy? Well, hard for me to imagine a situation where you could not talk to someone, right? I mean, today, you get on, you've got on the phone, what is it called, FaceTime, you've got Skype.

On Facebook, you push a button, you can talk to someone live, right? So it's hard for me to imagine a situation where you cannot have those conversations because how else are you going to get buyers, right? You've got to figure it out. If you don't have conversations one-on-one, then you are left to do kind of a dry research. You can be joining different groups online and kind of looking at other people's sales copy and try to reverse engineer what your own message will be, but it's tougher to do.

And either way, what you want to start doing is start building an audience that you can talk to. So lots of people talked about creating content earlier. Record a video of yourself, post it on social media, saying something that's authentic to you that you think would be authentic to your audience. So for me, I still remember how tough it was when I sold my restaurant business and wanted to start a consulting business, and I had no idea how to get clients. I mean, it's very different to sell a Cinnabon and a cup of coffee versus here's a product, right?

And I was selling a product to an audience twice my age and speaking the language ten times better than I did. And how do you do that, right? You have to get emotional and just talk about what really matters and what you think. So at first, if you can't talk to them, you guess. What do you think will matter to them?

Like, why are you doing this work? What matters to you? Chances are it will matter to your audience as well. I don't know if I answered the question, but that was a tough question. I think that if I can do an add-on here, because I think this may have been what he was thinking.

How do you handle your sales copy from like a web page standpoint or your YouTube video? Let's assume that you've already been able to talk to some customers, but how do you handle that? So the best tip I could give you, if you cannot talk to people to interview them live, ask a friend to pose as a customer and record that conversation. And I've written many sales letters this way. I would basically say, hey, well, I want to sell you X, Y, Z.

So imagine you a customer for X, Y, Z. Can you imagine that? What would it be like? I want you to think about some objections. Got it?

And then I'm going to start talking to you about this product. And you throw at me everything you've got, every objection, every desire, every barrier, and we're going to go at it. Right? So I imagine essentially every sales copy I write is me sitting across the table with someone that I dearly care about. And I want to say, look, wake up.

Where are you going with your life? Where are you going with this? You're going nowhere. Let me show you. Are these your problems?

Let me show you a better solution. And then I go through these halls, and then I go like, what do you know about my problem? What do you know about my life? Who are you to share this solution? Right?

They ask. So I kind of go through all of the questions, because if you're having a conversation with a person, it's a dialogue. If you have a sales letter, it is still a dialogue, except the other person is silent. But they're still thinking this. So they're writing.

Now I would write to, let's say, Will is reading my sales letter. And at one point I say, Will, let me tell you how to create a killer product and how to sell millions of dollars' worth of this product online, right? He wants to get his message out there and touch a lot of people. And Will is saying to himself, yeah, right, who the heck are you? Now if I don't address it in a sales letter, that doesn't mean it doesn't exist.

He's still thinking that. It's just he's not here to throw it at me. So I'm going to have to put it in my marketing message in my sales letter. I have to address his thinking. Make sense?

So have a conversation. And in a conversation, you will learn how it flows. Yeah, right. Down to the point, last example I'm going to give you. Down to the point where they're looking at the price point.

You know, $297 to get into the course. And they go like, eh, eh, eh, but it's $297. And I say, yeah, but Will, check this out. I so care about your success. I'm also going to give you these three bonuses that all together are worth way more than your investment.

And then Will goes, well, with that, I'm in. So you're thinking about it. People go to the price point. They're like, right there. How many times have you been at the store with a credit card going like, eh, eh, eh?

What if the clerk came in and said, hey, if you buy it now, I'm also going to give you this. So that thinking exists. You just have to speak to it. Awesome. Okay, round of applause for him, guys.

We're getting down to the end of the segment here, but this guy came in and just gave us massive, massive value. Who learned something? Give him a big wahoo. Okay, awesome stuff. Now, we want to make sure that people know how to get connected with you so that they can connect with your products and services.

If you liked Adam, we'd love to send some people his way. It's like in Bruce Almighty. You just text God and I'll appear. And then I wake up, right? Totally kidding.

Thank you for the opportunity. Go to themarketingmentors.com. That's T-H-E marketingmentors.com and you'll find me. Okay, awesome. The Marketing Mentors.

One more time. Huge round of applause for him, guys. Very, very supportive of you out here.