The Modeling Method Behind Next Level Breakthrough: How to Copy Anyone’s Results Without Guessing

Hey, welcome guys. William Wood here. I'm here with Paul Hutchings. Hey, Paul. Say hey.

Hey. Good to see you guys. Awesome. And today is the day. This is the final webinar of the Next Level Breakthrough, and we're going to be going through some awesome stuff.

I want you guys to be on the edge of your seats here in a few minutes. Not right away, because I want to make sure I give time for people to jump on the webinar. We're going to be doing some announcements of bonuses and contests and some other cool things, and we'll be talking about this last final push that we've got going into the event. How many days do we have left for the event? I should know.

It's like eight or ten. Vanessa, do you know exactly how many days it is? I think we're less than two weeks away. Let me see here. Ten?

Ten days, maybe? Ten days. So we're down to ten days before the event. And we're going to be making some exciting announcements. Thank you, Vanessa, for helping me count.

Math is my second language, for those of you that know me well. And I rely on people like Vanessa to help me out with that kind of stuff. But we're going to dive right into some content right away. I am going to be going through some NLP first thing today, and we're going to be talking about the last couple of sessions have been heavy on marketing strategy, but I want to show you the strategy of strategy.

And what I mean by that is this, is that when you look at NLP, NLP is in essence one thing. It is modeling, beginning and end of story. So if you look at the way that NLP was created, it was created by Richard Bandler and John Grinder finding a model of excellence. Their first model was Fritz Perls, a successful therapist, and studying how to develop skills based on one skill. Here's how it was that Fritz Perls got his results.

And that is how all of the NLP techniques that we know about came into being. First it was Fritz Perls they studied, second person they studied was Virginia Satir, then they studied Gregory Bateson, then they studied Milton Erickson, then they studied a bunch of other people. And today, the field of NLP continues to grow and develop based on one skill. Here's what Richard Bandler said. That NLP is an attitude and a methodology that leaves behind a trail of techniques.

I'm going to say it again. NLP is an attitude and methodology that leaves behind a trail of techniques. Here's what that means. The attitude that we bring in is the attitude of curiosity. How does this person get a great result?

We have an awesome guy, like one of our leaders here, who's going to hang out with me and pop out in a minute so I can give a demo. When we have an awesome guy, a leader like Paul Hutchings, we get curious about how it is that Paul creates certain results. Then the methodology that we apply is the methodology of modeling. We know that modeling has been successful when we have techniques or we have approaches that come out of that. So NLP in essence is the deep study of excellence, and modeling and curiosity are the technology and the attitudes behind it.

And so what I want to do, I'm going to switch cameras here in just a second, and Vanessa, maybe if you give me a thumbs up here in a minute and make sure that — or yep, we can still see you — I'm going to draw some stuff out on the whiteboard, and I'm going to show you how you can start breaking down results in really any category that you want to get good at. And let me just tell you a quick story here before I switch over to the whiteboard. Really, really famous modeling project. It was Richard Bandler, Tony Robbins, and Tad James that went to the US Army.

And they told the US Army that they would be able to double their graduation rate with a sharpshooting program for their snipers, and they would be able to cut the number of training days in half, which would save the military just a huge amount of money. The military said, well, you're crazy, you can't do that. They said, no, we're good, and what they did is they guaranteed their performance, saying if we cannot hit these metrics of doubling the success rate and cutting the number of days in half that it takes you to train your people, we will actually not charge you for the work that we do. But if we do it, we get paid. It was like a couple million dollars was what my memory serves me.

And so what they did is they went in and they asked the military for access to the top sharpshooters in the entire military. And what they were looking for is they were looking for attitudes, beliefs, they were looking for little differences that made a difference in how these top sharpshooters did their approach, the whole idea of sharpshooting. For example, one of the key differences that they found in this particular modeling project was a belief difference between the sharpshooters who were the best in the entire military and those that weren't. One of the key beliefs was that the target or the sight of the gun was actually accurate. And among people who had a hard time hitting the target, they would act as if the sight was out of alignment.

But those that did a really, really bang up job, those that consistently got results, they believed that the gun was sighted correctly when they went to go shoot. And then there were other things about how they squeezed the trigger, how they breathed, and a bunch of other things. They organized the material, they went back, and they actually were able to cut the number of training days in half, and they were able to double the amount of results that the military got, and they got paid a large, large sum of money. In this case, what we have is a famous case of very, very good modelers going in, in a sharpshooting context, and being able to produce a measurable result. Well, how does this apply to us?

As we're out trying to get results in our business, there's a couple of ways to do it. One way is to try to reinvent the wheel, where we go in and we try to forge our own path, we weed whack, we bushwhack, we pull out the machete, and we just start chopping away, and we blaze a new trail. And it is true that every once in a while, somebody truly does blaze a new trail, and they produce stunning results. But the majority of people who get amazing results, what they do is they choose a model of excellence, they choose someone that they can study, and then they start to match what that person's doing. And I'm going to break down some different categories.

There's two big strategies for modeling. One is what I call conscious modeling, and the other one is called unconscious modeling. And I'm going to show you how to use both strategies. We won't have time to teach you every modeling strategy that exists in NLP. For those of you that are already NLP trained, you know that there are seminars where they teach modeling over 20 to 30 days.

And that's all they teach. So there's not enough time to do all that, but what we do have time to do is give you a basic introduction to some of the key concepts that you can use to both consciously and unconsciously model somebody else in the industry, or in a similar industry, who's already gotten a measurable result. One of the things that we've recently done is we have divided everybody into strategy specific groups, and I've asked you to identify somebody to study. And one of the people that I've chosen to study — I've chosen you, and you've chosen me, and you've chosen your two marketing strategies. I'm also working on Facebook marketing.

For Facebook marketing, I am studying Justin Varengia, and I'm keeping private stats on that. Today I worked on my Facebook ads for about an hour and a half, but I'm modeling Justin Varengia. I'm looking at what he does, and every day I make my stuff more in alignment with his model.

And as I pick up something new, I'll show you what I'm talking about here in a minute. And then for the YouTube marketing strategies, the primary person that I'm modeling right now is actually out of the company, and I am modeling James Wedmore, and I'm spending time every day looking at his videos and his strategies for how he runs his channel, because I think it's right in alignment with what I want.

There's also, inside the company, I could be modeling John Oaks, and John Oaks is going to be coming out to coach a little bit later on today. So step one to conscious modeling or unconscious modeling is to choose a model of excellence. Once you've chosen a model of excellence, the second step is to break the model down into little teeny tiny pieces. So for example, within YouTube marketing, there's going to be a bunch of different things to model. The first thing to model would be to model the way that someone does an intro to a video, how they introduce themselves in the first place.

So that's going to be the first step. The first five to seven seconds of the video. The second category of things to model would be to model how they grab attention early on in the video. And maybe they even do that before the introduction. So how do they grab attention?

Another thing to model would be how do they continue getting people's attention or maintain the attention throughout the entire video? That would be its own model. The next thing to model would be how do they organize and sequence their content? And how do they do that in an interesting and simple way? Video length, call to action, how they write their headlines, how they write their descriptions, how they use their link clicks, how they design their capture pages, how they design their lead magnets, how they then write their emails and communicate with their list, and so on and so forth.

How they make their offers. So all of these things can be broken down into small chunks, and when we model, one of the biggest things that we want to model is how do we do that? And one of the biggest mistakes that I see new people doing is they try to model everything all at once. And if you want to become an expert modeler, the first thing you've got to do is you've got to break everything down into a teeny tiny chunk. And I'm going to show you some categories — I'll switch cameras here and go to the whiteboard, and I'll show you some different categories that you can use to chunk it down.

But sometimes you've just got to chunk it down by the behavior. Let's take Facebook ads for a minute, let's talk about some different chunks. If I was in the paid marketing group and I was doing modeling of Facebook ads, I would break it down first into modeling an avatar. I would find someone who has a similar avatar or a similar ideal client to me, and I would actually model out who that person is targeting, so that I could target someone similar.

So for example, let's say you were targeting the Wayne Dyer niche, and that was really a niche that you felt like you really deeply resonated with. Or actually, I'll tell you what, one of the guys in my little YouTube team is targeting Jeep users. One of the things that you can do is you can go onto a YouTube channel, you can go onto websites, you can go onto Facebook profiles or Twitter profiles, and there are softwares — we're not going to go into them right now — but there are softwares that you can use, or you can hire a marketing professional to help you break down a specific audience that is inside of one of these large groups.

So he could go to a big Jeep Facebook fan page, if he was doing Facebook ads — and he's not, but if he was, he could go into a Jeep fan page, and he could just model the ideal clients of the top two or three Jeep fans. So you can go into the Jeep fan pages and see how old are these people? Are they male or female? What kind of interests do they have? And you can get a lot of that just by scrolling down the page and looking to see what people are responding to, in addition to getting the demographic stats.

You can find out what other pages these people like, you can find out what kind of books these people like, and there's all sorts of data out there that can be mined, and if you don't know how to do it on your own, you can go out and Google that and learn how to do it. But if not, you can go out and hire somebody, and usually for about $100 to maybe $200, you can have somebody pull back just a ton of data for you that tells you about your ideal clients. That'd be the first thing you do. For those of you that are in the free traffic group and read my avatar — there were like two or three people inside of the YouTube group that were like, holy cow, were you stalking me? And the answer was no, I was stalking people that also target the Law of Attraction niche.

So that I know exactly what that person is interested in, and then I also thought about who do I resonate with, right? Who's in alignment with what I'm going after. So for Facebook marketing, if that's what I was doing, I would model the avatar — that would be one whole modeling project. Then, once I got the avatar nailed down, I would go to the second big thing. I would start looking at how do they write their ads?

What type of ads? What kind of ads do they do? Now that I know who they're targeting and what kind of interests, what kind of books they read, what kind of people they follow, what kind of pain points they have, what kind of interest they have, I'd go, what kind of ads are they writing? Long posts, short posts? And what's the mix look like there?

And there's places you can go, again, and you can get marketing research and you can actually scrape people's ads. And that's not to steal their ads, that's to see what they're actually doing. And there's websites like — I think it's Follow.net — where you can actually go in certain spaces.

If you follow certain big people, you can actually go and pull out advertisements that are currently in that space by a certain website or a certain personality. And you can see a lot of the actual ads that they're writing. And you can see what's the actual copy. Now I don't believe in stealing, but I'm going to look at that copy, and in good modeling, the question that we ask is, what's the difference that makes the difference? And then you're going to replicate that piece with your ad.

You're going to replicate that piece with your own messaging and your own personality and your own unique selling proposition, if that makes any sense. We'll come around to that. So it's like, what kind of ads are they placing? Where are they placing their ads? What kind of interests are they doing?

And if you can't get that, you're going to guess based on the avatar, based on the ideal client. Then the next thing to model is, what type of images are they using? Now I can't use the same images as Justin Varengia because I want pictures of me, but I can put in a similar type or energy of images that also reflects my personality, and I can start testing those. The next thing to look at is, how does he do his intro?

How does he do his storytelling? How does he do his call to actions? And I can start to match that again with my own content, piece by piece, until it resonates with me — it's who I represent, and then it's my piece. Then once I got the call to action, it's like, what do the capture pages look like?

What is the email sequence? I haven't got around to optimizing my email sequence yet, and that's something that I'll be doing here in a little bit. I've done a few little things with it where I'm testing some ideas. But really, I'm going through right now my Facebook ads, and I've modeled out through about the capture page, right?

And that modeling process has taken my average lead cost down below the $3 range on average. And right now, I've actually got a new strategy that seems to be working better than that, on some of my dark posts that I've got running. And then of course, there's ads that I shut down because they're not working too, right?

I had this morning, one I shut down that was converting at like almost $8, which is way too much, right? So anyway, so bit by bit, you can go and you can start to model these people. And the advice that my brother gave me when I started promoting my own EN business, and I thought it was sound advice, he said, focus in on one thing at a time.

And I would say, focus in on chunking down your model to one thing at a time and then model that. And I'm going to show you the strategy here. I'm going to go over to the whiteboard, and I'm going to show you some things that you want to start breaking down as you're breaking down someone's model, so that you know exactly how to do this. Now I will tell you, this is the master key to success. If you want success, I don't care the industry that you're in.

I don't care the business that you're in. I don't care the skill set you're trying to master. You want to find someone who is excellent at what they do. And then you want to break down what they do into little teeny tiny pieces. Break it apart into its component pieces.

And then study that piece and replicate it, replicate it, replicate it, with your own personality inserted, until you get the same result. And if you do that, you can master something super, super fast. So with that in mind — oh, by the way, I should say this — my first YouTube video is out, and the YouTube video has produced, I think I just looked this morning, 10 link clicks with an 82% opt-in after the video. So, and this is with my cold traffic.

So it's working. The strategies that I modeled from James Wedmore are working. Now I'm sure there's a bunch of people that don't even get to the link click, but by the time they get to the link click, I've warmed them up, and they are opting into my page. So that's super cool.

So 10 leads as of this morning with an 80% opt-in off my first YouTube project, from the James Wedmore modeling that I've done. I'm sure there's still lots of improvement. I'm sure that an experienced guy like John Oaks could come in and tear my video apart and give me a bunch of things I can improve along with call to action and everything else. But pretty good for a first go around. So I'm going to show you some of the things that I do as I am modeling, and these are skills that you'll be able to take with you.

So remember, there's two big modeling strategies. First modeling strategy is conscious modeling. Second strategy is unconscious modeling. We're going to go through them both.

So let me pop over here and start breaking some stuff down. Okay. Vanessa, give me a thumbs up if you can still hear me. I can still hear you and I see a whiteboard.

All right. So we're going over to the whiteboard now. Let's dive right into this. So the first model that I'm going to show you is a model that was created by Robert Dilts from Gregory Bateson's work. And this is called the neurological level model.

You don't need to remember that, okay. Just think of it like a pyramid of things to model. And that's the context that we're going to be talking about the neurological levels in. But the neurological levels are used all over NLP, and they are used, for example, as a coach — I use neurological levels to determine where somebody's problem resides very, very quickly, and then match up techniques and strategies and approaches or models that are likely to change that fast. You'll see what I mean here in a minute.

Also, when we're modeling, we want to look at all of the neurological levels to see where the key distinctions are. Because again, I was having a conversation with Robert Dilts, who's been one of my teachers, and Robert Dilts has been one of the most prolific creators in the NLP space over the last 40 years. In fact, in my opinion, at this point, he has done more excellent modeling work than even the original founders, just because of the amount of attention that he's put on it. He is absolutely fantastic. It's something to study.

But I was having a conversation with Robert Dilts, a private conversation, during a training one day, and I said to him, so when you're modeling, how do you reproduce exactly what the other person does? And he goes, I'm not interested in reproducing exactly what the other person does. And I was like, what? He said, I am interested in finding the key distinctions that make that person get a result in what they're doing. And there's a big difference.

Copying is just stealing someone's verbiage and then vomiting back their exact verbiage, right? Modeling is figuring out why that verbiage actually resonates with the audience that they're connecting with, taking out the key elements, putting in your own content, and then using that to deliver your own messages. Take Martin Luther King's I Have a Dream speech — rather than just repeat his dream speech, which is awesome, what made that speech work? What made that speech one of the most dynamic speeches that was ever given? And then take those rhetoric elements and deliver them giving your own powerful message, right?

Does that make sense? So that's the difference. We're looking for the difference that makes a difference. We're not looking at copying. And the neurological levels are one quick way to identify where your model may not be in alignment with another person's model.

So, for example, if Justin Varengia is getting a result and I am not getting a result with my advertising, I can look at the neurological level model, which I'm going to draw out here in just a minute, and I can use it to spot where I am out of alignment with what Justin is doing. Because there's more than one thing going on, even if we break something down like a landing page, right? Okay, cool. So here we go. Let's go ahead and draw this model out.

Can you guys see that? Is that all right? It looks like it's showing up on my whiteboard. Vanessa, give me a shout and let me know if that's working.

Yep. Perfectly centered and everything. All right. Nice. It's like I planned it.

Okay. I'm going to draw this a little bit differently than you may have seen it before. That's okay. Okay. So when I am modeling someone, and again, we're talking about conscious modeling, let's take an example like a landing page.

There are different things that I can break down inside of the model to be able to replicate what might be going on in the mind, or what might be going on inside of the actual end product that I'm trying to create. So let's say I'm modeling, for example, a headline, which would be one piece of a landing page. I can look at something like the environment for a model. Now the environment in this case might have to do with the type of software that is being used to generate the background. So for example, when I look at Justin's pages, are they being done on ClickFunnels?

Are they being done on LeadPages? Are they being done on InstaBuilder? Now that might not be the difference that makes the difference. So it might not be important what software that I use, but there's going to be something about the environment, which would be the background information that tells me a little bit about what I might need to do. So for example, if the person I was modeling used ClickFunnels, I might want to go out and actually purchase that software.

And no, I'm not promoting their funnel or their product. I'm just giving you an example. Or I might consider buying a software that did something very, very similar, so I could create a similar environment to create purchases through. Now, as it turns out, that may not be a critical thing. So for example, when Richard Bandler and John Grinder were studying Milton Erickson, he had suffered from polio two times.

An attack when he was very, very young that had left him totally paralyzed, that he ended up recovering from and being able to walk with a cane. And then later on in life, he suffered a second polio attack that left him paralyzed in one half of his body. He was confined to his wheelchair. His voice had partial paralysis.

And he talked in a deep and gravelly voice. So as part of this — and this is more of a behavioral thing and an environmental thing — one of the questions they had is, well, to get excellent results like Erickson, do I have to sit in a wheelchair? And that might sound ridiculous. You might look at that and go, well, that's stupid. I'm like, of course not.

That's not key to the model. They tested it. And so they actually went out and got wheelchairs. And then, they go, well, what about a wheelchair versus a chair? And they would test a wheelchair versus a chair to see if they could get the same kind of results outside of a wheelchair.

They finally could. What about sitting versus standing? Okay, so it's not a critical thing to be in a wheelchair. Thank goodness. Do we have to talk in a deep and gravelly polio-like voice?

I know that sounds ridiculous. But do we have to talk in a deep and gravelly polio-type voice to get results? Thank goodness the answer was no. That was not a difference that made the difference. That was an idiosyncratic thing to Erickson.

It was not something that drove the model. And so the wheelchair was part of the environment, and it was not part of the critical model. Well, what about behavior? Erickson was paralyzed. He would oftentimes lean over, and he would prop himself up.

He'd prop his head over on one hand. Was that a key behavior, having the head propped up? Turns out, they tested it — no, it wasn't. What other types of behaviors?

Well, they looked at Erickson's language, use of language. Well, it turns out his use of language was a really important part of what made Erickson get a result. Now, it wasn't the only thing. There were also some skill sets, some strategies that Erickson used to be able to create results in his clients' outcomes. And so, you know, the important...

What were the important things in the environment? Having a place where rapport could be easily gotten was an important part of the environment. Sometimes having people sit was an important part of that, but not always. They found with NLP they could get people to stand and do the same things, move around. What kinds of behaviors?

What kind of internal behaviors, right? What kind of internal strategies or filters did Erickson go through? So, for example, if you go through the team building formula, my brother goes through a bunch of filters that are just ways to make decisions about how to build your team. These would be examples of cognitive filters. So, for example, what are the cognitive filters that Justin Varengia uses?

I don't know the answer to this. What kind of cognitive filter does he use to determine if he's writing a good ad or a bad ad, right? What kind of filter does he use to decide what kind of audience to test, when to shut an ad down? That's an internal strategy that might be an internal behavior.

When the Chinese were modeling Greg Louganis, they were able to model his external behavior, but they weren't able to model his internal corrective mechanism for correcting on the edge of a platform before he did a dive. So, there's internal strategies. And if you have access to your model, you can ask him questions about what they do. For example, if we were to get Justin out again, and we were to have him actually write a headline live, we could go, okay, what's going through your head right now as you're writing that headline? How do you know you got a good headline or a bad headline before you test it?

Like, how do you know that looks right or that looks wrong? And we could start to get some ideas about the strategies that he runs as he's writing the headline. That's a lot of detail. Is that going to be the critical piece? Maybe, maybe not.

But if you're modeling somebody, you want to get both what are their behaviors and what are their internal filters that they use to strategically sequence what they're doing. The other thing is, what do they actually do? So, for example, on a behavior, we might look at something like, what is the actual written headline? So, this would be an example.

Sorry, I wrote a headline there. This would be the external behavior. And we go, what did they actually write? Well, maybe it's like, you know, for example — I have this book.

It's an old book. How to Write a Good Advertisement. Great book. If you're into copywriting, this has been one of the more useful books that I've bought. An old book.

I think I bought it used off of Amazon. It's, you know, all beat up. I've read through it. But they have something like, up to the time it was printed, the top 100 headlines that have ever been written. And you can look at these headlines and you can go, wow, I can take elements of that, like how to without.

I think Paul Hutchings taught us how to yay without boo. That is one of the headlines that's right out of here. And then we can look at it and go, well, I can swap out their content with my content, have the same headline structure, and maybe that's going to work out for me. What other kinds of behaviors go into the writing? What other of the capture page?

What other behaviors go into the pulling of the trigger? What other behaviors go into the call to action? Right now, I've been studying the calls to action that James Wedmore does. And while I don't want my calls to action to be identical because he's promoting something else, what's the languaging?

So language is something that comes up here. What's the languaging? What's the sequencing look like? What's the order? What's the sequence?

What are the visual elements? What's his body language do? How does he use his voice tone? How long are his sentences? How fast does he talk?

What kind of video does he show? What kind of link does it go to? How does he write his sentences out? And little by little, I can start to move my behaviors more in alignment with someone who's already got a result that matches the type of result that I'm looking for. So we want to break down the actual behaviors.

If you know metaprograms, that's beyond the scope of the discussion that we're going to be talking about. You might look at the metaprograms that they're using in their language. You might look at things like what we call modal operators, which are things like possibility language, or things like necessity language. You might look at towards, away from, or other things. Now that's beyond the scope of today, but you want to look at all of the language that they're using and ask yourself, what is the piece of this that matters?

And if you don't know the answer, you model more closely until you get it to work. Once you get it to work, then you can start to change one element at a time and split test until you may even exceed the original model, or you can completely change out all the elements that aren't necessary and replace them with all of your own personality. So again, in the beginning, model more closely; as you get more advanced, insert more of your personality one piece at a time, and notice what changes things and what keeps things the same. Okay, skill sets, capabilities.

So again, in the sharpshooting thing, it was like, how does an expert marksman use their breath? How does an expert marksman pull a trigger? How does an expert marksman use the sight? How does an expert marksman do all the other things that expert marksmen do? Little skill sets.

If you're going for YouTube, you break down the skill sets of, for example, what are the key strategies? What's the key skill set? What's the skill set to have good camera presence? That's a bunch of little behaviors. What's the skill set that involves an opener, an intro?

What's the skill set of organizing content in maybe a format system? Why, what, how, what if? What's the skill set needed to be able to syndicate and distribute your videos? What are the skill sets that your models believe are the core skill sets to syndicate and distribute and succeed? If you're doing solo ads, what are the core abilities, the core skill sets, the core ideas that you have to master to really become a master of that particular model?

If you're doing Facebook pay-per-click, targeting would be a skill set, right? Writing ad copy would be a skill set. Creating capture pages that convert would be a skill set. And you can take one skill set at a time, and you can interview people that are really, really good in the space that you're looking to get good.

Or you can read books and identify the core skill sets that an expert says, hey, this is one of the important things to do. So, for example, if I was teaching you hypnosis, I would say that there are five core skill sets. Now, there's a lot of things you can master about hypnosis, but not all of them matter, right? One thing is your language. How do you use language to produce a hypnotic effect?

If you want to be a great hypnotist, you've got to master your language. That's one skill set. The second skill set would be how do you create cooperation and rapport? In fact, I think that's more important than language. But how do you create cooperation and rapport?

That would be your second skill set. Your third skill set would be the skill set of utilization. How do you do utilization? How do you do utilization with a client? How do you utilize a client's behaviors?

How do you use their beliefs? How do you use their attitudes? How do you use their skill sets and their capabilities to design your intervention? That's utilization. Another core skill set would be how do you create states in another person?

Being able to elicit and create a state is another core skill set. Then, another core skill set would be how to create and how to utilize hypnotic phenomena. Those would be the core skill sets. If you want to become a master hypnotist, those are the five skill sets that you've got to master.

There are other things to master, but until you get those ones, a lot of other details don't matter. If you get those ones, you can forget a lot of little details, and you're going to be able to produce incredible results. If you wanted my opinion on which one to master first, it would be cooperation and rapport, before you dealt with language or anything like that, right?

If you're going after a model, if you have the ability to interview the model, you'd want to ask them, in your opinion, what are the core skill sets that are most important to master? They're going to give you a few things, and then you're going to become a student of those things. Also, as a good modeler, you want to look at what people do more than what they say. If you can get the cook in the kitchen, and you can actually observe him making a pancake, you'd want to be able to model and ask about attitudes, beliefs, and behaviors, core capabilities and skills, as they're actually doing them.

You might realize they didn't talk to you about how to turn a pancake as being one of the core skill sets, even though they might have talked to you about preparing dough and following a recipe or whatever else. Values. Values are a type of belief. One of the reasons why models stop working is that people will only focus in on the bottom part of modeling. Often times, the core distinction in modeling is one of these top four items.

Values, beliefs, identity and mission. People will go through and they'll use the same software. They will do the same behaviors, and they will master the same skill sets. To be fair, if you do that, you're likely to get much better results than you're getting today. But where people don't go the extra mile, and really learn how to become a master modeler, and also how to find these differences that make a major difference in models, is that they never go for values, they never go for beliefs, they never study the person's identity and their mission.

Let's go with values. What is a value? A value is a belief about what's important. As you're looking at people, one of the ways you can tell what's important to the person is you can tell by reading their copy.

What are the ideas that come up over and over and over again? Are they writing about freedom? Are they writing about empowering people? Are they writing about overcoming a problem, like fear or insecurity?

Those things are beliefs about importance, and we call those values, or sometimes in NLP we call those highly valued criteria, depending on whose work you're looking at. But what that means is we're looking at what is important to a person. Now this is not globally — this is within the context of the modeling chunk that you look at. So for example, if we're looking at capture pages, one of the questions we might ask is, what's important to you in the context of your landing page? And you might hear something like congruency.

Congruency to my ad. What else? Visual design, perhaps. A headline that matches desires or pain points. Maybe those are the important things to someone.

So we call those highly valued criteria, we call those values — again, depending on whose work you're looking at. So what does the person believe is important? And the question to get this, if you have the opportunity to model someone, is what's important to you about fill in the blank? What's important to you about your openers on your videos?

What's important to you about your call to action? What's important to you about your capture page? What's important to you about your headline? And sometimes people will kind of blink a little bit and they won't know how to answer that, but then you'll start poking them and you'll get some answers. Clarifying this, knowing what's important to pay attention to, can be the difference between copying a bunch of details that don't matter, and zeroing right in on the things that matter most.

If you don't have the model to ask, what you're going to do is look at between three and five examples of the work they're doing. And you're going to compare what are the most important elements that show up over and over and over again, and you can decide what's most important to a person, what they value, based on the elements that repeat across three to five iterations. So, for example, if I'm studying capture pages, if I get five of Justin's capture pages, and I see the elements that are common across five capture pages, I can go, oh, the visual element with a personalized picture seems to be really important. The headline that speaks directly to the avatar, the ideal client's biggest desire, is important. Having a personalized feel seems to be important, or whatever.

And I can make a list, and then I can start testing my hypothesis against my results. And if my results don't match up, then I know that I probably have some of that off. What are the beliefs? Now, there's different types of beliefs, and this isn't a beliefs workshop, so we're not going to go through the different types of beliefs. But let's go with two simple types of beliefs.

One is a belief about meaning, and the other one is a belief about cause. So what kind of beliefs — if I'm modeling Justin — what kind of beliefs does Justin have about what a capture page means? What are his beliefs about what a capture page causes? And I can just start to listen to the language he uses as he talks about it, but I can also look at what he does, and I can try to reverse engineer that. Identity.

How does the person see themselves? For example, Justin Varengia calls himself the Hippie Jedi. Well, is it important for me to be the Hippie Jedi to get results? Well, it turns out no. But he does have an identity.

He has an identity, and that identity both draws people to him and it repels people from him. It repels the people he doesn't want around him, and it attracts the people he does. But what are the key components of his identity that help him get the results that he's looking for? And again, if we don't have access to him to ask him the question, we can observe what he does, and notice, how does he promote his identity in his emails? How does he promote his identity on his capture page?

How does he promote his identity in the images that he chooses? How does he promote his identity in the language that he uses? Who is Justin Varengia, and what are the core components of that identity, and how can I use his model for identity to create my own identity that both attracts the people that need to be attracted to me and repels the people that need to be repelled from me? Is that good? Last thing, mission.

I want you to listen to every major leader in this company, and one of the things that you'll find is that you may be 90% matched or more on this level here. You might be doing the same behaviors. You might be using the same softwares. You might be using similar language. You might be using the same strategy filters, and you are still not getting results.

If that is the case, almost certainly, one of the key differences that makes a difference is at the level of identity or mission. What is your mission? When you listen to David Wood, one of the things that comes out, one of the things that fires me up every time I hear him, and he'll be coming out here in a little bit, is hearing what his vision is for himself. Hearing what his vision is. Hearing what his vision is for the company.

Hearing what his vision is for the people. When you listen to Justin Varengia, you can't listen to the man long before he starts espousing a vision. When David Weber — I forget how to pronounce your last name, David, I apologize, but I think David Weber — when you came on, one of the big things was, what's your vision? What's your vision? And you can model all the skills, capabilities, behaviors, and environments, but if you are missing an identity and missing a vision, you will not have the same pulling power.

And in my opinion, one of the key differences in every leader that I have ever studied is that they are all connected to something that is larger than they are. That they have a vision that is not about them, but it's about something bigger, something broader. Their vision is freedom. Their vision is liberation.

Their vision is empowerment. Their vision is transformation. Or whatever it happens to be. And you can look at all of the major spiritual gurus, you can look at the major leaders of any industry, you can look at the major CEOs of the world, you can look at the motivational speakers, the Les Browns, the Zig Ziglars, you can look at all the marketers that have international brands, and the vast majority of them, they have a mission. Have you forgotten to model the difference that makes a difference?

Now this might not be where you start, but once you start getting some of the technical pieces down, the piece that will help you break through and have a major impact is the mission. What is your mission? What is your vision for your team? Why are you doing what you're doing? And if you just use the neurological levels to identify — well, two steps.

Well, three steps. First one is find a model. Find someone who you resonate with. But not only someone who you resonate with, but someone you resonate with that's actually getting a result that you want, right?

The James Wedmores, the David Woods, the John Oakes, the Paul Hutchings, et cetera. Find a model, right? Second step, chunk down what they're doing into little itty bitty pieces and master one piece at a time. So I'm going to say chunk it down.

Oops. Chunk it down. Third step, draw out the pyramid — environment, behavior, skills, capabilities, values, beliefs, identity, mission — and do an alignment check just on that one thing. If you're doing YouTube introductions, you're introducing your topic, your first five to ten seconds of the video, you can look at that and run right up and down the pyramid, and you can say, this is where I've already got it, this is where I'm out of alignment, this is where I've already got it, this is where I'm out of alignment. And then spend some time modeling that.

And if you've already got down the skills and the capabilities, pop up to identity, and then you can see in mission and notice, are you missing something there? Almost always, if there's something missing, that's where I find it missing. So with that, that is my first bit of modeling training. What I'm going to do, because I'm going to pull my brother out here in a minute.

Paul Hutchings, are you still around? I'm here, brother. Can you hear me? You're here? How much time you got?

I know you got to go soon. I don't want to keep you longer than you got, but how much time you got? I've probably got 10, 15 minutes. Perfect. We'll go at 10, 15.

If you got to go, you just give me a shout. Is that all right? Okay. So chunk it down and then go for neurological levels. Now there's also a model called the GEO model.

And you saw me doing the first part of this model with other people. I'm not going to go into that great detail. That is goals, evidence, and operations. What is the person's goal? What is their evidence for doing it?

And what operation, and how do they do it, right? So Paul, what we're going to do is I'm going to go ahead and redraw this here just to kind of have it over in the corner so I can refer back to it. And I'd like to pick one thing that you think that you do exceptionally well, and we're going to just do as much modeling as we can in about a 15 minute period of time, which probably won't be an awful lot, but we're going to do what we can.

Is that all right? Sure. Okay. So what is something that you consider that, inside of Empower Network, inside of your business, you do as well as anybody in the company? Okay.

Probably I would say speaking, maybe videos, which kind of ties in with speaking. Okay. And then copywriting would be another. And let's chunk it down inside of the video. What is one part of being on video that you think you do just exceptionally well?

Capturing and holding attention probably. Capturing and holding attention. So notice we've got a model. We've got Paul Hutchings on the line, right? And we're not going to model all of Paul Hutchings, because gosh darn it, that would be like a series of books.

Seriously. You're kind, man. It would be. It's like if we modeled everything Paul did, it would take us a million years, or it would take us probably the next five years of studying him to be able to do that.

But we can break it down to how Paul Hutchings captures attention on a video, which would be what he does, I'm guessing, within the first minute. He'll tell us more here in a minute about how he does that. So we've got a really narrow thing to study, and now we can go on modeling. Now ideally, if we had more time, what we would do is go and look at three or four of Paul's top videos that maybe either he identifies or that we find on his YouTube channel or on his Facebook page or whatever. And we'd see the ones with a lot of hits, and we would actually study how he captures attention on somewhere between three and five videos.

And that's how we would start to find patterns. But for now, we're just going to go ahead and use the live modeling process. Is that all right, Paul? Sure. Okay, so first off, we're going to go over here.

I'm going to draw my little pyramid. We've got environment. I love pyramids, by the way. Oh, man, we're ready to go, right?

Okay, so we've got capabilities. We've got values, beliefs. Identity. And we've got mission. Okay, so let's talk a little bit about the environment first.

Paul, what type of videos do you tend to do? Let's narrow it on one specific type. Do you do YouTube? Do you do Facebook videos? What type of video do you use the most?

I've done a lot more YouTube videos than I have anything else. Okay, so we've got YouTube videos as the context. Are you comfortable giving us your channel if we promise to like, comment, and like your stuff? Yes. Yeah, you're welcome to.

I actually have not been using YouTube as a marketing strategy for a while, so you may or may not see any recent videos. I have a new video that I just created today that's on my blog. It isn't on my YouTube channel, but it's a pretty good two-minute video. Give us your blog address. PaulMHutchings.com. So if you want to continue studying Paul's capture strategies for capturing attention, you can go to his website and study how he does that.

So tell me, Paul, inside of the environment, you use YouTube. Do you use any special — and I'm not going to go into great detail here — do you use any special software or any special technology to capture attention? Is there anything about the environment that's important to capture attention? So technological environment or physical environment or both?

The locations you shoot in. Anything like that. The clothes you wear. Yeah, I mean, I use ScreenFlow if I'm going to do like a screen capture video. And iMovie if I'm going to do a video with my face showing.

So ScreenFlow and iMovie. Okay. As far as background and lighting, if you're going to do a video with your face showing, it's best if you have some good lighting, so that you're lighted up in the video. Okay. So I have some light set up back behind my computer here.

And if we wanted to go more into that, I could dive down into what a lighting setup looks like and things like that. That's probably less important right now. Right, right. Is there anything that's critical that you would call a difference maker inside of the environment? Does state count for environment?

Okay. Well, state does count. Absolutely. But I'm going to — we would put the state probably up higher on the chain, but let's talk about it. What kind of state do you need to be in to do a good video?

Excited. Excited about the message that I'm about to deliver. Okay. So excited. Now, this is a goal.

So on our geo, this would be a goal. How do you know you're excited? I smile. I breathe.

Sometimes I'll shake a little bit. If I got to pound my chest, I'll pound my chest. Okay.

Now, we don't know if shaking and pounding the chest is important, but if you didn't know, you might try it out for a little while, right? Yeah. Maybe something that's similar to that and get the same result. So, and we're not going to go into operations.

We've got a little bit of evidence in operations here. But that's fine. So, state's important. Is anything else important in your environment about capturing attention? I don't think so.

Okay. So let's pop up to behaviors. What types of behaviors? Think about — and we want to actually have him zero in on a specific video to think about this. So think about the most recent video that you just did.

Okay. And so we want to put the cook into the kitchen. You don't want people talking about things in general when you're modeling. You want people to go right into what they specifically did. So when you did your last video, what were the behaviors that you specifically did to be able to capture attention?

Okay. So the behaviors that I specifically did — I created a slide show prior to, because I was doing a screen share. So I organized my thoughts a little bit on a slide show. Okay. Specifically just with the capturing of attention.

What was the behavior that you did? Oh, okay. So just what did I do to capture attention? I asked a question. Okay.

So you asked a question. Yep. How did you know that question would capture their attention? Well, actually, first I expressed gratitude, and then I asked a question. Okay.

Is gratitude an important part of capturing attention for you? Gratitude or welcome. They're kind of mixed in. So like I welcome the person to the video. And I do think that is an important part of capturing attention.

Okay. So let's break it down. We've got two chunks now. So we've got gratitude and asking a question. And we're going to go ahead and zero in on these, because I'm guessing that these are pretty important behaviors for capturing attention.

Is that true? I think so. Yeah. So we want to zero in.

Remember, modeling is not about getting every last little detail. It's about finding the difference that makes a difference. And so in expressing gratitude, let's pop up to the level of values for a moment. Okay. And let's ask the question, why do you think it's important to express gratitude or welcome?

For rapport. For rapport. I mean, if we're talking about responsiveness alone, I think gratitude is important. Gratitude is a great way, and welcoming is a great way to get rapport with your viewer right off the bat. Okay.

So it gets rapport with the viewer, in a fast way without telling your entire story. It just gets like a good vibe in the video, you know, when someone is like, hey, welcome, I'm so glad you're here. Or, thanks so much for checking out this video. It just, I don't know, it gives a good vibe, I think.

It gives a good vibe, right. So creating a good vibe is important for you. Absolutely. How do you define a good vibe? What are the emotions that you're trying to create through your vibrations?

High tone, warmth, sincerity, genuineness. High tone, sincerity, genuineness. Yep. And that's all done by expressing gratitude. Starts there, yeah.

And it continues on. Okay, notice, so now here we have a skill, a whole skill set. So there's a skill set. It's not just a single behavior of saying, hey, welcome, right. But inside of that skill set are a bunch of behaviors, like having a voice tone.

What about body posture? When you're expressing gratitude, what kind of body posture do you have? And can you actually maybe give us a demonstration of what that looks like? Yeah, so the video I made today was a screen share. So I wasn't live in front of the camera.

So, and I don't remember exactly how I moved my body when I expressed gratitude. Just give us a demonstration. Get yourself in state and show us what you might do if you were creating a video for us right now. Let's say the video was on. Let's say the video was on expressing gratitude, okay?

Okay. All right. Okay, hang on. I'm going to watch him. I've got to actually zero in on him here so I can ask him good questions.

Okay. Hey there, my friend. My name is Paul Hutchings, and I'm so grateful that you clicked play on this video. Welcome. Okay.

So I'm going to pause you. So we've got a bunch of little individual behaviors that we could zero in on. And I'm still looking at you real close. That's why I'm out of the video. In fact, I don't know if there's a way to make sure that Paul is in the video here and that I'm minimized.

But — notice there was a — now if I was guessing, and when you're modeling, at first you're guessing — he talked pretty quick. So it's like, well, I would be asking things like, does the rhythm or the speed of Paul's voice matter? Like if I talk a little faster than normal, is that going to create a more welcoming rapport than if I talk slow?

Now, I don't know if that's a difference that makes a difference, but it would be something that I'd be willing to start playing with. And I maybe might not talk as fast as Paul. But if I talked in a faster range of my own cadence, my own rhythm, would that make a difference? The other thing that I just saw with Paul is I saw a giant smile, right?

You have a beautiful smile. Thanks. You do. But that would be something that I would actually be willing to bet money generates rapport for you — that giant smile. And a nice smile that you got, right?

A good, honest smile — it's not a fake smile, you're smiling at the eyes. If you go back and rewind the video, you'll see that his eyes were smiling. You'll see a big smile on the face. He looks happy.

He looks genuine when he was there. And he was looking at the camera. So that was another behavior that we can map out. And now, from a language standpoint, he said the phrase "my friends." Is that an important phrase to say?

I don't know, right? But we could have him do that. And so we could look again at two or three of his successful videos — ones that showed a lot of views, a lot of hits.

Or things that demonstrated evidence that it was a successful video. And we could just look at that first five seconds of gratitude and go, how is he generating that? Through his voice tone? Through his body language? Through his linguistic choices?

Through the word pictures that he paints? How's he actually doing that? And we could start to break out three or four things that we got. We got a smile. We got speed.

And we've got a genuine voice. And we could use those three things, and the phrase "my friends," right? So we could use those four things inside of our own model and see if that actually produced a result. Or if any one of those pieces weren't so important, we could start pulling them out one by one in our videos.

And notice if we start to get different results or even better results. Okay? So there we go. So we've got that. And in your ScreenFlow, you weren't there physically.

Right. So what were the key components of gratitude? For example, did you have a slide that said thank you for being here? Or was it something that you did more verbally? How did that go?

So on my video that I made today, I have a picture of myself with my smile, and then my name right below it. That's what starts the video. And then I just say welcome to the video. And that's it. Yeah, nothing else on that.

Okay. So just a quick welcome. Welcome. Did you say it like in a really depressed tone, like welcome to the video? No.

No. I said, I want to welcome you to this page. What was that? How did you say it more or less? Hey there, my friend.

This is Paul Hutchings and I want to welcome you to this page. Okay. Awesome. Notice the downward inflection on his voice as well, right?

So lots of little things that we can pull out of just those first five to seven seconds — maybe the first four seconds of his audio — and go, I can start modeling. I don't have to become Paul Hutchings. But what if I adopt some of his same behaviors? Does that make a difference? Now we could ask some questions on the level of identity and mission.

So let's just pop there real quick. Okay. As you're welcoming someone, I guess my question is, how do you view yourself in these first five to seven seconds? What is your role?

Who are you that you're welcoming them in these first few seconds? Yeah. So, there's a little bit of identity and mission in there at the same time. So my identity is I am the Freedom Crusader. That's my superhero identity.

I am the Freedom Crusader. And my mission is to help free a hundred families a year. To free a hundred families. Yep.

And now, just be at home and think about this. If you took on that identity without even speaking those words, and you welcomed somebody, how would your voice change? How would your body posture change? Right? Like method acting, right?

Method acting, they take on the role of the person they're portraying. So like stepping into — you know, I see Braveheart, is what I see in my mind, right? It's not like I see this guy with this wooden shield and this big stick. Right? It's been a while since I've seen Braveheart.

Maybe he had a sword, right? But anyway, it's like, here I am, William Wallace, wham, wham, wham, hitting my shields like I'm the freedom warrior. Welcome. And without saying it, projecting that energy changes everything.

For those of you that saw my King speech in Miami, one of the King or Queen speeches, one of the key things that happens, and you can see it as I'm preparing — I've watched the video a couple of times, as the company released it, watching mine and Michelle's and some of the others, and literally watching my brother, you'll literally watch someone shift into an identity. As you watch me prepare, you'll see me listening to music, kind of loosey goosey. All of a sudden it's like I look up and I got those eyes, and I'm not even saying I'm a King, but that is the energy, the identity that I am. And projecting in that moment is like, behold, right?

So anyway, so there we go. So we've got this. On that note, I was doing a hangout the other day, and I got to a point in the hangout where I said, I am the Freedom Crusader, and right as those words came out of my mouth, I started to smile and I started to light up and I started to get excited. So it's exactly what you're saying. Yeah.

So the identity is going to impact the way that you deliver the message, and it's going to impact the vibe you put off, even if your words are the same. You can listen to one person, their words are dead, and you can talk to the next person and their words are living and they wake people up, and that has a lot to do with the identity and the mission that's attached to that voice inflection as they go out. Okay, cool.

So we're going to break this down now. So gratitude is important for getting rapport with the viewer and creating a good vibe. And part of your creating a good vibe is stepping into your identity — the Freedom Crusader — and stepping into your mission to free a hundred families. Right?

Yep. Yeah. And we could dive down on that, but that's probably good. So then you asked a question. If I could say one other thought that always goes through my mind too, is that I'm speaking to one person.

Like I imagine that there is one person watching the video. Is that later on? No, this is great. I was just going to point out where this falls. This is an internal behavior.

And this is something that we might not be able to pick up by watching his videos unless he actually told us. So here he's actually giving us a cognitive strategy. So now he just did this with his hands, right? So do this again. Paul, you visualize you're talking to one person.

What does this mean? Okay. What does this gesture mean to you? A connection. It means I'm connecting with that one person that's watching the video with me right now.

If I'm with some random audience of people, there's a human being, there's a soul, there's a husband, there's a father, there's a mother on the other end of this camera. Okay. So I'm guessing I'm doing some guesswork here based on where you're gesturing. You're gesturing right at your camera, aren't you?

I am. Yeah. So his gestures are aimed right at his camera. So when you visualize that person, where is that person?

Imagination happens in 3D, right? So where are you visualizing that person? Where are they? They're through the camera. I actually don't see their face in my mind.

I just imagine that there's, I guess, a consciousness or something inside the camera, or through the camera, right through the lens. This is super cool. So this is something that we wouldn't get. Now we might be able to change the strategy up. This may not be the difference that makes the difference, but it might be.

And we're going to poke him on this just for a quick minute because this is super interesting, right, and I've talked to a bunch of other people that do similar things to this, but Paul does this just a little bit differently. You don't visualize a person — I've talked to people who say, I visualize like a person's eyeball right there or something like that. You're not doing that.

You're actually seeing their consciousness inside the camera. Yeah. I mean, there's not like an image of the consciousness. I don't see a brain floating out there. How do you know it's in there then?

Well, someone's watching my video, right? Someone's going to see this. It's there. What are you doing?

And that's what I mean. So we're looking for his reality strategy. How do you do that in your mind? How do you create the consciousness of a person inside of that camera — just do it for a minute. I want you to get in state, and I'm going to actually turn off my camera so you're not looking at me.

I'll turn it back over in a minute, I'll just turn it off here. So just kind of look in the camera like you're getting ready, and I want you to notice cognitively what are you doing as you — at what moment are you knowing that there's a connection, and what are you doing? What's in your mind? Well, it's right as I start the video, I don't know. I don't see anything.

I'm going to pause you here for a minute, and I want everyone to notice — did you see, I could see it on my end — did you see when he connected with the other person in the camera? Okay. Go ahead and close your eyes and kind of scrub your mind here for a minute.

Okay. Just kind of shake it off, and then I want you to remake that connection. Okay. There it is right there. Okay.

Okay. Scrub yourself off again, shake it off, make the connection again. There it is right there. Okay. There is a perceptible difference in the way that he looks at the camera when he makes that connection.

So now this time I'm going to ask you, what were you just doing inside of your mind? Slow the process down. Tell us what you were doing. I was just sensing that there was someone there on the other side, or through my camera, inside my lens — there's a human being there that is watching me and hearing my words and perceiving that what's about to happen in this video could have a massive difference in how this person's life works out. Okay.

So pause. So there's a couple of things. And again, we're modeling now at the level of beliefs and mission. Okay. What's the belief?

What I'm going to say is going to make a massive difference. If you speak holding that belief, that representation in your mind, how do you speak differently than if you're like, oh, I'm just making a video? It's a totally different video. It's a totally different voice tone. It's a totally different body posture.

It's a totally different language. It's like the belief is — and if I were to write this up on the board, I would write it down. I'm going to write it down in a minute. Remind me. The belief is, what I am going to say is going to make a massive difference. I'm just going to jot down "massive difference" here so I don't forget when I go back up to the board.

But also, and you could hear that in his voice, there is something that he does with his body posture and his eyes. His eyes warm up, and I know a bunch of you saw it, right? Because we repeated it a few times. His eyes warm up when he makes that connection.

You're not seeing anything, but you know that they're there. And here's the question that I'm going to ask you: what representational system are you using? Are you feeling it in your body? Are you hearing them? Or is it more like a knowing, where you just know they're on the other end?

It's a knowing combined with a feeling, because the knowing leads to a good warm feeling inside my body. And where is the warm feeling? In my face, mainly in my face I think. Now, what I would say is getting a warm feeling in your face,

for modeling, is probably not the difference that makes the difference, but you would want to check as you're talking to people and connecting, what does your body do? And then how do you replicate that when you get in front of the camera, right? How do you bring that from hanging out with your wife to being in front of the camera? But part of that is going to be creating a representation right in front of you, however you do that — creating a representation whether you're seeing it, hearing it, or feeling it.

Or doing all three. And knowing, believing, that what you're about to speak is going to make a massive difference, right? And just try that on next time you do a video. How differently do you speak when you do that?

Now Paul, did you realize you were doing all that? No. And this is where we get unconscious modeling. This is why it's always best to model somebody live and to be able to hear what they have to say.

Now I am sensitive to your time. I know that I've kept you a little bit longer than I told you. Do you got like two, three more minutes? Sure. Yep.

So this is good stuff. I hope you guys are taking notes, because I'm learning stuff by watching, but I'm going to try out Paul's beliefs next time I go cut a video. And I think my video will instantly improve just by forming that mental connection, speaking to one. Oh, the other strategy piece he did is he was talking to one individual.

Is that right? Yeah. You were saying there is someone on the other end. Yeah. So he's imagining one person, and — hey Dave, we're almost ready for you, bud.

So he's talking about one specific person that he imagines as he does that. So let's go back to the modeling board, and I'm going to write a couple of these things down, and we're going to go into your opening question for modeling. So we've got a belief. The belief is, I am going to create a massive difference. Did we lose you?

Will? If you're speaking, we cannot hear you. Can you guys hear me now? Yes. Yeah.

Okay. Sorry about that. So how long ago did you guys lose me? The belief — you said the belief that this could make a massive difference.

Okay. So he's got a belief that says I could make a massive difference. Then he's got an internal strategy where he creates a representation of one person. Now the way that he creates a representation is probably different than the way that you do it. But what you want to do is create a representation so real that it generates a feeling in your brain,

in your body. And that's the big chunk strategy. The little chunk is he knows that they're there, they're right in front of him, and then he feels a warmth on his face. Well, that's less important than — I'm going to create, and I'm doing this right now.

I'm looking at my camera. I'm going to actually imagine that it's my wife I'm talking to, and I want you guys to see if my face changes at all. There it is. She's right there. Like her consciousness is in there.

Can you guys see it? I can feel it. I felt this connection in my chest, not so much in my face.

So I can use that real quick next time I'm speaking on camera, and I'm stealing that, Paul. That's like way too good to pass up. So awesomeness. Okay so let's pop in — I could ask him, if we had more time, is there anything else that's important about creating a state of gratitude or welcome, and he might tell us something. But let's pop into your question asking strategy.

Right? Now we're asking at the level of behavior or capability, what's important, or what are the important steps to asking a question that engages your audience? Okay so I want to think about my audience, and I also want to think about the purpose of the video. So in my case the purpose of my video is to give them my blog opt-in giveaway, which has to do with financial freedom.

So the audience and the purpose of the video, both of those things have to do with the question. When you're saying purpose of the video, do you mean your call to action? Yes. Yes?

Well, yeah, because for this particular video the entire purpose is to get them to opt in to my website and get the lead magnet. So that's the whole purpose that I make the video. Okay. So. When you're opening,

when you're leading with your opening question, even if you're not asking a question about that, you are thinking about what you want. Am I hearing you right? Yeah, or at least when I plan the video in my mind before I do the video. Okay. Because I'm — yeah.

So now again, we don't want a general strategy — always when we model we want a specific strategy, otherwise people will tell you about things that they think are important but they don't actually do. So we want to actually put the cook back in the kitchen, we want to ask him about the last video that he made. Okay. So as you think about that video, think about your opening engaging question. What was going through your mind as you were crafting that opening question?

Going through my mind. Yeah. What are you visualizing right now? My lead magnet. Okay.

So you're seeing your lead magnet in your mind. Yeah, my lead magnet, and then grabbing the people's attention, grabbing the right people. Grab the right people that are supposed to watch that video. Okay, now you're still looking up like you're visualizing when you're doing that — who are you visualizing, people or just your lead magnet still? What's right there?

Both, I guess. Both. Okay, tell me a little bit about the representation that you've got in your mind. What are you seeing as you're visualizing — and I'm looking down because I'm looking at my computer screen here. Yeah.

What are you visualizing right there? Who or what, how does that look? Yeah, and I'm visualizing a mass audience. Like, and I think the reason I'm seeing this is because I'm taking a little bit of a different approach, in that I'm going after a broader audience. So when I think about my audience, I'm thinking that it's broader, like there's a bigger group of people out there that I'm speaking to with this particular offer.

Nice. Okay, sweet, so you're visualizing a broader audience, you're also visualizing your lead magnet, and then how do you generate the question — how do you know that a question is going to grab somebody's attention? This is an internal strategy question, so this is on the level of an internal behavior. Okay so, well, my lead magnet — I'll share it, it's called an e-book called The Freedom 101 Secrets to Your Financial Freedom. So it's about financial freedom.

So my lead magnet is about financial freedom, and then I imagine my audience that I'm targeting are people

who want to be financially free. So my question has to be related — I mean, that's the question — so after I intro I say, quick question, do you have a desire to build a life of financial freedom? That's my question.

So I don't know, it's not like rocket science. But it is a really clear strategy, meaning you're not thinking of a random question, you're actually thinking about your audience. Yes. And how do you know that question would resonate with your audience? Okay.

Do you have a desire to build a life of financial freedom? How do I know that question would resonate with my audience? Well, because I know that. What do you visualize? Well, just now I was thinking of the book Grow Rich with Peace of Mind, where Napoleon Hill talks about five or six core fundamental motivators of human beings, and one of them is freedom.

Freedom. Financial freedom. Yeah. So you are kind of mentally gauging against a list of things that you've seen before, that are like fundamental desires. Yeah.

Yep. And whatever knowledge I have of being a student of human nature, I just think that's a core desire. Freedom's a core desire for most people. Pause right there.

Pause right there. Go back. What were you just doing? What were you just looking at? You were looking at something again.

What's that right there? What is that? I don't know. I'm just thinking, I guess. Looking up in my head.

Well, you were thinking there was something there, and I wonder what it was. That's okay. We don't have to get it. But you're saying, I'm a student of human nature. Okay.

I'm a student of human nature. You start visualizing something, right. And so I wanted to capture that. That's what I want to put you right back in the kitchen if I was. People.

I mean, I guess I'm visualizing people, and you know, there are certain things — obviously everyone's different — but I believe that there are certain things that are fairly common to most people. If you're going to paint people with a broad brush, one of those is — I believe — financial freedom. I could be wrong, but it's a belief that I have. Okay, cool. So you are creating a question that is hooked into.

Can you guys hear me okay? Paul, can you hear me all right? Yep. Vanessa, can you hear me okay?

Give me a thumbs up if you can hear me. Yeah, loud and clear. Okay, cool. So you want a question that is hooked into someone's fundamental desire. This goes into knowing your audience and knowing what your audience wants.

So you're visualizing a group of people and asking essentially what is one of their core desires. Right. Something like that, right? So we're gonna say, think of your audience and think of the core desire. Now we could go — I'm gonna probably pause right here, because we've kept Paul a little bit longer than he said he had time, and Dave's supposed to come out now, and I want to make sure that Dave has plenty of time, and we're gonna make some announcements here in regards to contests and some other things in a little bit, but if I was to continue on with this,

I could go right through the neurological levels and look at mission, identity, values — why is it important to do that, what's important about doing that — and we can start to round out a really well-rounded model, and then we can just ask ourselves what seems like it's most important. And then, as we're going to implement the model, we want to test it. We want to say, what are the pieces of this? What are the differences that make a difference? We don't have to copy every detail, but what are the differences that make a difference?

The connection strategy would be one piece that I would say would be absolutely critical to look at — to visualize that other human being, to imagine that they're there, and to get that knowing, that sense in the body, that you're actually talking to a living, breathing human being, and then to believe that the words that you speak are making a difference in their life. That's got to be a core level strategy, asking a question to grab attention based on the audience's core desires, one of the core desires of the people that you're serving. So this is a huge well-rounded model, I hope you guys got massive value from this. Unconscious modeling, if we have time for this we'll do it, if we don't we won't.

Unconscious modeling, I'll just give you a quick teaser — what I would do is I would spend some time imagining that I actually was Paul Hutchings and I was going to make a video. Now I wouldn't necessarily do that when I was going to make my own videos, but I would do that just for a few minutes. And just kind of imagine being Paul Hutchings. Almost every genius throughout history has done this. Gandhi would do this. When Gandhi would go and negotiate with a high-level government official, he would spend a full day, and you can read about this in his biography.

He would spend a full day imagining that he was the governing official, walking like him, talking like him, and he would think about the things that were important to go up into identity and values. What's important to me as this person? What do I believe? Who am I?

And I could go through and actually do that. Also, if I was going to use a modeling strategy, I might want to use an unconscious modeling strategy with my ideal client. I might want to step into my ideal — like Perry Marshall talks about this, a really well-known copywriter. He actually, when he reads his copy, when he's testing his copy or testing a video, he actually imagines like an actor becoming his ideal client. And then reading,

or watching his material through the eyes and ears of the client, and feeling the feelings they might feel, believing the things they might believe, and noticing how his body responds as if he were that ideal client. So anyway, those are some unconscious modeling strategies. I wish I had another three days to teach you guys modeling, we could go through all sorts of cool stuff.

But I'm glad you guys were out here with me. Paul, I really just want to express gratitude for you being here. You made a huge difference to the teaching of modeling tonight, and I know I also got a few strategies that I can instantly implement in making my own videos. So thank you, my friend, for being here. Thank you.

I appreciate you and everything that you're doing for us, and I appreciate everyone on the webcast. So glad to be here. Okay. Awesome. Paul, last quick thing.

Yeah. Just because you're live and you're out here — what was your core takeaway about modeling from what you just saw? There's definitely — yeah.

There's definitely a lot more to it than I thought. I got a whole bunch of notes here, all the things that you shared, and I'm going to be looking for some different things. One other thing too that I realized is that just by being in this community, and just by being around the people that we're around, we sort of unconsciously model. As you were going through the things, I was noticing, okay, I noticed Dave Wood a long time ago was talking about creating 100 millionaires a year, over and over and over.

And so I was like, man, I need a mission. I need something like that. So a lot of this you just kind of pick up. And so if there was anyone on the webcast that was like, man, this is complicated or whatever — there's probably some complicated parts, but just trust and understand that by getting to the events, getting on the calls, getting to the webcasts, a lot of this is going to happen automatically without us even having to worry about it.

So yeah, I just throw that out there. Awesome, man. I appreciate you. Again, I appreciate you a huge time. And what I would say is, if you want to unconsciously model, find an inner circle that resonates with you, that motivates you, that wakes you up, and listen to it for 100 days in a row.

That'll do it right there. And you'll pick up speech patterns. You'll pick up everything without even knowing why you're doing it. Or a video, same thing. Hey, Paul, again, I appreciate you, man.

Thanks for coming out. You're amazing. And I just think you add so much to the community, and I just want to let you know that I'm glad that you came out today. Thanks, Will. Love you guys.

Yeah, love you, man. Appreciate you. All right, Dave, now I want to bring out my brother. But more importantly than my brother, Dave is someone who I look up to in business. When it comes to business, we all need mentors and role models. And I don't know that I've ever told him this, but I want to just let him know publicly right now that Dave is one of my role models in business.

He is someone that I look at very carefully, and I model certain things that he does with business. And every day, my life is made better and my business is made stronger by watching and implementing the identity, the mission, and the behaviors of, I think, one of the modern business geniuses. And I don't say that lightly. So I'd just like to bring him out. Dave, if you're there, if you want to go ahead and come on out.

We can't see you. We can hear you. You can't see me? I can't see you. I can see him.

I think that might be you. Well. Okay. I can actually see him now. I see him.

He's on another screen. So cool. So he's out. So Dave, I'm going to turn the time over to you. And Dave, just so you know, we've only covered some modeling strategies.

We have not gone into depth on any of the contests or anything like that. I'll probably be doing that a little bit later on once you're done talking, if that's okay. Okay. Well, I wanted to come on here, and I was just actually listening to Paul, and he was talking about — can you guys see me okay? Okay.

I think my video's working. I wanted to come on. He was talking about the ability to live a life of freedom. I'm echoing from somewhere. And I wanted to talk a little bit about what that can mean.

And also, if I could do anything for you guys here, it would be to paint a picture for how you can create your life if you really want to. I'm actually popping on this hangout — I was a little bit late getting on here, because I'm down at Hako Beach, which is about an hour, hour and a half drive from my house in Escazú, Costa Rica. And I was out paddle boarding on the ocean. And I don't know if you guys have ever gone paddle boarding before, but I actually hadn't.

And one time, actually, when I was in Bora a few years back, I did the same kind of thing, except you have a wind sail. And so I rode this board with a wind sail out of the ocean. But the problem is that I'd never ridden a sailboat before. And so when I rode out into the ocean, I couldn't figure out how to turn back. And so I was out in Bora on this island, and I got on this wind sail boat.

And the wind — it finally took me like 10 minutes to even catch it. And then it took me out like 20 miles an hour into the middle of the ocean, in between this hotel and the Bora island. And I tried to turn back, and it just fell over. Right? And so I managed to get it standing back up.

And then I just had this boat, this surfboard thing, in the middle of the ocean. And eventually, I just had to start yelling. And somebody came out on a jet ski and grabbed me. And then they grabbed the paddle board and brought it back, because I couldn't figure out how to get it back. But today, I was out in the ocean, on the beach here, paddle boarding.

And it was just cool looking out. I was out over Hako Beach when the sun was setting. And I was actually thinking about, as the sun was setting, how in another part of the world, a group of people is waking up and just starting to go to work, and building my organization in another part of the world. When you really grasp what freedom is, right, I think that most people would do anything that they could do

in order to get it. A lot of times, like in North America especially, I look at people, and they're not willing to do anything to be free. A lot of people — this isn't true of everyone, this is just true of a lot of people — where they're not willing to move a remote control from one armchair to the other side of the armchair. You know what I mean?

They just want to sit there and hope that the commissions come rolling in. They want to sit there and hope that their dreams are just magically created. Like in the movie The Secret, they want to sit there on their armchair, lean back, and imagine themselves driving a Ferrari, and hope that the universe teleports one to their house with a deed and a title in the next couple of hours. But they don't actually really want to do the things that are required in order to create freedom in their life. I think about that, and I think back to the United States and how it was really formed.

Because we've got a really peculiar people there. I've been all over the world. I've lived in Costa Rica, I've been to England, I've been to Spain, I've been to Singapore, I've been to Portugal, I've been to Italy, I've been to Japan, I've been to Canada, the United States, all through Central America, all through South America, all sorts of weird islands and all sorts of other places around the world. And in all the places that I've been around the world, I've noticed that the world is different. I've noticed that the people are a little bit different.

Right? And in the United States, it really has people that are built in a certain way, and I think that the reason is because you've got people who have a genetic line where our fathers and our forefathers were willing to sacrifice everything, everything in their lives, to just move to a new land where they could make their own decisions. They were literally willing to give up everything. And some of them actually didn't make it. Some of us are descendants from where a pregnant woman on a boat sailing to America had their husband die of malaria on the boat, and we survived.

Our line survived. But they were willing to sacrifice everything, literally give up everything, in order to be free. There's this audio I remember listening to from Dave Shores, who's my upline diamond in Amway. When I was in Amway, this guy — he'd been diamond for like 20 years. And the audio was called Doing Whatever It Takes.

And I think just the title itself is reflective and indicative of what the meaning of the audio actually is, where if you're willing to do whatever it takes to create your freedom, if you're willing to do whatever it takes in order to create the life of your dreams, if you're willing to do whatever it takes to move to the beaches of the world, if you're willing to do whatever it takes in order to create the changes in your business and your life that you want to create, if you're willing to do that, then you will create it. And that's actually what I believe. There's something I read on Facebook the other day where I was scrolling through messages in a timeline, and I see this particular message, and it says: when you're joining a new business, or when you're looking for a mentor, and you say, I'm not willing to do whatever it takes, I'm just willing to do X, Y, Z — what you're actually doing is you're rejecting the very helping hand that's appeared in your life to help you through the problems that you have right now. And I think back to the people sailing across from Europe — now we can just get on a flight and travel 18 hours, 20 hours, and we're in one country and then we're in another country that speaks a different language across the world.

And sometimes I think, because we can get there so fast, like lightning fast, our ancestors couldn't imagine traveling across the world as fast as we can today. Because we can get there so fast, lightning fast, we can get there in like 20 hours, we can go across the world. And that might seem like a lot if you've never traveled for 20 hours, but when you compare 20 hours to three months, it's just a totally different story, isn't it? Because we can get there so fast and easy, sometimes we take for granted how big the world really is and the sacrifices that people had to make for the freedom that they have. There's a lot of things that they were able to create.

And when we come from a genetic line like that, there's something about us that maybe is a little bit different. And this is actually what I see, and what I've seen, in North America. Because sometimes I think people hear me say these things and they think I don't like America, which isn't true. I do. I just don't like the government in particular.

But I don't like the government in particular anywhere in the world. So it's not really that much different from North America, South America, wherever I've been. But I really do like America. And I think that what sets North America apart from the rest of the world is the fact that the genetic lines, apart from that particular group of people, is that we all come from an ancestry of entrepreneurs, of people that were willing to do anything it takes to be free. And there are a lot of places in the world that just aren't like that.

If you go to Lithuania, a lot of the places — if you go to, like, Portugal, it's true. Also, if you go all through Italy — going through Italy, people don't all come from genetics like that. But in North America, and in a lot of Central America, it's true. It's true. In Central America, because of the lines of families that traveled across the world, we're built to be entrepreneurs.

We're built like this. And that means that we're not really going to be satisfied ever until we're free. And so when Paul comes up here, and he thinks, and he's sorting for information, and he's looking into a spot in his brain, and Will says, what's that? And Paul's talking about how he's looking to a spot where he's thinking about freedom. Freedom is one of the core driving behaviors,

not just of this industry, but it's enough of a driving behavior to make somebody get on a boat full of sick people, almost sacrifice their lives when they have kids and they're married, and travel literally to a place in the world that took them three months of horrid conditions to even get there. And they were literally willing to give up anything. My question for you when I'm talking tonight is, what are you really willing to give up?

Do you really know what it means to be free? Do you really know what it means? And have you really defined that? And are you really going to fight for that?

And are you really willing to do whatever it takes to get that, when you have the information that you need in order to create it? A lot of you, I really believe that you will do whatever it takes. Every time I talk, I know that there's certain people listening. And I don't know that because I have some sort of magical power. Although sometimes I have weird images and stuff come into my brain, I don't know why.

But I don't have powers or anything. But I know that there's different kinds of people who are listening and watching. Like on this Next Level Breakthrough, I know that there's somebody on here who's been discouraged, right? You've been fighting and battling, and you've been tossing things around in your head that you maybe don't even want to admit to yourself. But you're here, and because you just decided to show up, you've now been encouraged, and the emotions inside of you have changed.

And your vision has been lit up again. And maybe what you really need to do isn't anything special or different. Maybe what you really need to do is like what I used to do, where I used to lay on the floor with the lights off, listening to the same audio every single day. Every time I'd be getting ready to go do a presentation, over and over and over and over and over again. And as I was listening, I'd be breathing and imagining that I'm on a stage giving that speech.

And maybe all you need to do is to re-encourage yourself over and over and over and over and over again, remembering that today you came here discouraged, and now you're encouraged and things have changed. I know that there's somebody on here right now who's been having breakthroughs. But I'm sure you've all been through it, but you still feel stuck because you feel like it's not happening fast enough. And you feel like it should be happening faster.

And maybe it should be, and maybe you're just where you are. And you need to be here right now. And you need to go through the learnings that you've been learning in order to have the breakthrough that you want. I know that you're here, and I know that you can move faster. But you're going to move faster when everything's lined up the way that it should be.

And that's what's happening now. I know that there's somebody on here who — this is your first deal. You've never been in the industry for 10 years like some of us. You listen to these horrible stories and you say, gosh, I hope I'm never that guy. I don't want to fail for seven years.

I don't want to fail for six years. I remember one of the mentors I had earlier in the industry, this guy named Randy. And this guy had failed for seven years. And when I first started listening to him, I'd only been failing for like three years. And I was like, gosh, man, that's a long time to fail.

And then seven years after I'd gotten in the industry, I thought back and I'm like, this is my breakthrough year, just like Randy. And you know what the funny thing was? It was true. I know that there's some of you here that maybe have been in the industry longer than that. Sometimes when we tell these stories, one person's thinking that's a long time to fail, and another person's thinking, seven years, that's it, I've been in for 20.

Everyone has a different story here. And the thing that I know is this: there's somebody on this Next Level Breakthrough that had a breakthrough tonight, and you weren't even aware of it before I started talking. Because sometimes the breakthrough that you really need is not a strategy. It's not a learning.

It's not something that's a conscious distinction. Sometimes the breakthrough that you need is an unconscious choice. A kind of a line that you need to draw inside your mind, where you say, I am — I am going to do whatever it takes to succeed.

I am going to make a push to get people to Nashville even though there's only 10 days left. This is the time when most people will throw in the towel. But not you. I know that every time I open my mouth, every time my brother opens his mouth, any time the leaders open their mouth, there's somebody here that's supposed to hear this message. Now why that is, I don't know.

I also don't know all the time what message is particularly going to come out. But I know that there's somebody here who needs to hear it. This is the way that I look at things. There's 10 days left. And sometimes, or 9 days maybe, until Nashville.

I've got to look at the clock. I've got to look at the calendar. But sometimes people look at something like there's 9 days left. There's 9 days. Right?

And they say, what could I do in 9 days? The question is, if you don't take action, what won't happen that would have happened if you did? You never know. You never know when a Dave Wood is going to click on your ad.

You never know when a John Oaks is going to join your download. You never know when you're going to get somebody just like me, just like Will, just like you, who's going to make a buying decision and make a spontaneous last minute decision to travel across the world to the event. And then later, we'll end up building teams of thousands of people in a country that you didn't even know we had business in. You never know when you're going to sponsor a Justin Verrengia.

You never know when you're going to sponsor a Paul Hutchings. You never know when you have a Paul Hutchings in your team and he's about to quit or he's discouraged. And he just needs a phone call. But you'll never know that unless you pick up the phone.

You never know when there's somebody that you need to reach out to. But if you don't get on Facebook, they'll never hear your voice. They'll never see your video. They'll never open your email that you don't send. You never know.

So you're here and I'm here, and this is what I'm going to encourage you to do. And I actually don't have a lot to say tonight. What I'm going to encourage you to do is to focus. To focus. There's a lot that's going on in the world.

There's a lot that's going on in business. There's a lot that's going on in Empower Network. In all of those areas, there's great things. There's mediocre things. There's things that are getting better.

But the reality is that you're in a place where you know what you want. And that's the beautiful thing about this group, the Next Level Breakthrough. So I'm looking forward to meeting with you guys all at the event. We're going to have some special meetings with the people that finished strong here. And I'm looking forward to hearing about your breakthrough stories.

Because I want to know who actually had breakthroughs from this training series. And I know a lot of you did. I know a lot of you have made inner transformations. And a lot of you have made external transformations.

A lot of you have changed things that you didn't know could change. And a lot of you are still in that place where you're fighting. But what I'm here to tell you is, the fight's not over yet. Because sometimes what happens is this: people are swinging, they're fighting, they're getting tired.

And there's a decision point, when they fall down and they're almost knocked out but they're not quite there yet. And the decision point is, am I going to get back up again? Am I going to get back up again? Am I going to try something new?

And some people, they don't get back up. And they become the Rocky movie that was never made. But some people, they get back up. Even when it doesn't make any sense. My brother sent me a video about Navy SEALs.

And the video, I think it was about the 40% rule, which basically is, the Navy SEALs have these rules. One of them is, when your body says, I'm done, it's only 40% done. You've still got 60% left in you. And he sent me this video.

And I think this dude broke all of his fingers or something. And then still was crawling or something like this. And I didn't watch it. But I read the description of what the 40% rule is. And I was thinking about that.

Because this is what I see people do. I see people do one of two things. Number one, they quit. Could be at any time. Could be early.

Could be late. Could be halfway through. But fundamentally, what they actually do is they quit. They never say, I quit. They always make up a reason why they do what they do.

I'm doing this because of that. Right? Most of the time, when people quit things, their reasons aren't real. They're just reasons because the person needs to feel good. Number two thing I see people do is they persevere and they fight through

every obstacle that's put in their path. And that second group of people is the people that actually end up accomplishing their vision, that actually end up accomplishing their dreams. Persevering through all odds, realizing that they're not actually odds.

Some people would persevere and say the odds may be stacked against me, but I will be victorious. When another person realizes the truth, they say, even though it appears the universe is stacked against me, this is just a temporary trial. If you persevere, your breakthrough happens usually right past the point when you almost can't make it anymore. You're gasping for air.

You've got pain riddled through your body. You can barely stand up. And then all of a sudden, at the last possible second, in the greatest story ever told, you catch a second wind. And you don't even know where the energy comes from. And you stand back up, swinging in the last round.

I saw this video on Facebook the other day that was just one of these great fighting videos, you know? And sometimes I probably watch this stuff obsessively because I — you know, I don't fight or anything. I just like martial arts. And so I do it like hours a day, right? But I was watching this video because I can't —

that's the thing with freedom. I've always wanted to do Kung Fu like this. You ask Will. I told him when I was younger. I introduced him to Kung Fu when we were like — when I was 19.

And I said, I'll be a Kung Fu Sifu by the time I'm 40. And now I'm 35, which means I've got like five years left, but I'll do it, you know? It'll take a lot of work between now and then. But in any case, I'm watching this video, right?

And this dude is just getting his ass beat. And he's down on the ground. And he looks like he's knocked out, right? But then he pushes himself, completely delirious, onto his feet, swings with this total relaxed energy. And he knocks out the other guy, who had full energy and was totally conscious, right?

It just flipped like this, at the last possible second, in the greatest story ever told. That, my friend, is where the breakthroughs happen. I was talking to Mars the other day.

And he said, Dave, there's one story that really describes you and why you can create things like you do. And I want you to listen to this, because maybe some of you have not heard me tell this. Maybe some of you have, but you haven't really realized that this is a secret. If I have a secret, this is it. So I'm sitting there, and we're supposed to launch Empower Network.

We have a website that doesn't work. This is October 28th or something, 2011. I've got a quarter million dollars in orders stacked on a table. Paper order forms that people had faxed in to an internet fax line, and we had printed that had the referring sponsor on it.

And we told people that we were only taking paper order forms because we were only going to let people in who are serious. But the reality is that we couldn't pay people. We couldn't process the order forms because the website wasn't working. So we had this programmer — this is like maybe October 28th. We're supposed to launch on the 31st, maybe October 27th.

And he quits. And he was the only guy I knew that could work on this weird software. But he wasn't good, and he couldn't figure out how to do what I wanted. He couldn't figure out how to make the comp plan work. He actually told me it was impossible.

And he said, if I try to build this comp plan, it's going to crash the servers. I said, we'll figure it out. So he quits. And I'm literally begging this guy not to do it. I'm literally begging this guy not to quit as he's quitting.

Which is not a good way, by the way, to hire talented people — if somebody is quitting and they want a safe and secure job, and that's their reason, they probably are not going to be a very good employee. So in any case, this guy's quitting. And I'm panicking because I've got to launch by Monday.

There was no particular reason I had to launch by Monday except that's when I said it was going to happen. So I go back there, and I'm discouraged. And we've got this subpar coder sitting there who really just makes capture pages — not a coder, right — bad capture pages at the time. And I'm sitting there with her, and she's trying to figure out how to make the website change, like, the color a little bit to match some other color on some other website that we like.

And then I sit there, and I open the server. And I start clicking through PHP files, because somebody said maybe we should quit. And I said, no, we're not going to quit. I'm going to fix the comp plan myself. Now, that sounds ridiculous,

because it is, right? If you've never looked at PHP code, it's the equivalent of an English-speaking American picking up a Japanese novel and just reading it without any education, understanding what's in there, right? You can't do it. It's a totally different character system, right? PHP is like that, too.

So I start looking through this PHP code like I'm going to understand it, right? Which, of course, I don't, right? And I'm just going through pages and pages and pages of code for hours, looking, looking for the comp plan. Like it's going to say comp plan here.

And I could just adjust some numbers and make it work like I want, right? That's the most ridiculous thing probably most people have ever heard somebody trying to do. But that right there is the reason I create great things. It's because I do stuff that's like that. So anyways, I'm sitting there.

And then, in the 10th or 11th PHP file, there's a phone number right in the middle of the code. Right? And I said, is that a phone number? And I look at it, and I'm like, it's got to be.

So I look up the country code and it's like Norway. I pick up my phone and I call this dude in Norway, and he picks up the phone in the middle of the night. And he says, who's this? And I said, it's David. And he says, David who?

I said, David Wood. And he says, what do you want? And I said, I'm trying to get this code to work and it won't work. He said, who sold it to you? And I said, this dude.

And he said, oh, that guy's an idiot. Here, give me your server logins. It's going to be this much per hour. And I said, okay. And he says, I'll have it working in two hours.

Right? So a couple of days before we launch, the last possible second, I get a second wind and I try something that is ridiculous. Now, the interesting thing is the thing I tried wasn't the thing that worked. The thing I tried was what opened a door to the thing that was going to create a breakthrough, because I was willing to try again. Does that make sense to you?

Yeah. It's not knowing the strategy that's going to create your breakthrough. It's not maybe necessarily something that we're going to say. It's the fact that you're willing to do whatever it takes, even if you don't have the knowledge base, even if you're against a superior opponent, even if you're against a larger opponent, even if it seems like the odds are stacked against you, because you realize they're actually not. The odds are in your favor,

if you will just persevere. So the guy fixes the website in two hours, the last possible second. I told that story to Mars a while ago, and then I found a photo of this, because Chris Daugherty was there, one of my friends. And he took a photo of me sitting on the computer looking through the PHP code. And I sent that photo to Mars.

He says, you're kidding me. He says, this here, this is the story of Empower Network. This is the story of Dave Wood. Because I will just persevere. I will just persevere until I create the future that I want, until I create the freedom that I want for other people as well.

Because like Paul said, going back to the beginning of this, freedom is one of the six great human motivators. Freedom. And by that I don't mean democracy. I don't mean a republic. I don't mean a government system.

I mean the ability to choose the way you want to live your life. The ability to make your own rules if you want, or follow someone else's rules if you want. The ability to make decisions not based on resources but to make resources based on your decisions. It's different. It's the ability to do the things that you want to do, to create the things that you want to create, to pursue the passions you want to pursue, even if it's something weird like Kung Fu.

The ability to travel across the world to go to a seminar, or to travel across the world to go train martial arts in the mountains. The ability to pursue art, to make paintings, to learn about physics, to stare into the universe thinking and looking for UFOs like some of our people do. It's the ability to set an outcome and to step into it based on the desires that you've got in your heart. Freedom. Freedom.

Real freedom. Not this kind of freedom everybody's always talking about, and they're not even really free. People always say people die for freedom. How many people have died for freedom, they say. And then I look at a lot of people who say that, and I ask the question, are you really free?

And the answer to that, most of the time, is no. So we've got people who are willing to die for freedom. But how many of you are willing to live for freedom? How many of you are willing to live for your passion? How many of you are willing to live and to fight with your actions, not with violence, to create something beautiful in your future?

How many of you are willing to fight to create a vision that God put in your heart? And I'm not talking about fighting an enemy. I'm talking about fighting the demons that are inside your own heart and mind. Fighting the darkness that's inside. The desires.

The laziness. The bad habits. The programming from our parents. The excuses from the past. The chains of financial poverty.

The chains of decisions from our ancestors, where we keep ourselves in bondage to things that they created, not us. How many of you are really willing to fight to be free? Is my question. Because the greatness is going to be created now, in the last possible moment,

in the greatest story ever told, in the last round, when you can barely stand. But something inside of yourself just screams out, stand up anyway. And you do. And delirious, like a drunken man, starts swinging.

Not knowing that because you did that, because you defied the odds, a gateway in time is opened up in front of you, to step through and create what you want. And that, my friends, is the magic.

So I want to know who is going to focus from now until Nashville. Go ahead and tell us in the comments. And with that, I'll bring you back out, Will. Awesome. Dave, thanks for coming out, man.

I appreciate you. I appreciate you big time. And you're welcome to hang out. And if you need to get back to playing on the beach, you're also welcome to go play on the beach.

I'll be hanging out. I'll probably meet myself out. But I'll be here. Hey Justin. I was just eating a banana a minute ago.

Yeah, actually me too. I was eating a banana too. It's like the three of us, right? Evidence.

Gotta love it. Let's see. Well, I got my peel here somewhere. I won't dig for it. Anyway.

It's in a secret spot. Yeah, it's in a secret spot. I'll dig it out in a minute and show you guys, because I like to show food remains to people while I'm on a live hangout. You know, it's motivating.

But awesome. So just real quick, one of the things that I want to do for everybody right before we go into the coaching — everyone, huge round of applause for Dave. Like, seriously, at home,

give him a little shout out. I mean, yeah. I just am inspired every time I listen to him. And I appreciate you being here, man. And I know you might pop back out for the coaching segment.

And we appreciate anything that you do there. But I want to talk about the contest just a little bit. We got a Final Push Contest. I've been teasing about it for the last couple days. And I wanted to make sure that we got things lined up.

But I also wanted to make sure that we got details lined up for some of the bonuses that we promised a long time ago. So I'm going to make some announcements right now about some of the things. One of the things that we promised is that there would be some sort of lanyard or some sort of recognition for those that successfully complete the program. And right now we're not sure if it's going to be a sticker or a special colored lanyard. But there's going to be something that marks you out, that gets you access to special seating at the next level inside of the event.

The leaders are going to be up front in couches. And then, from what I understand, we're going to be kind of off to the side a little bit in our own spot, specially reserved with awesome seats. And we're going to be in our own space as a way of saying, hey, we did it. We fought the good fight. We finished the course, and we deserve a spot of our own.

And so we've got a spot carved out. It's not going to be right where the leadership is, but it's going to be kind of off next to them. That's my understanding of it. Vanessa might actually have a map of what that looks like. But we've got special seating for you.

The other thing that we've got is we're going to have some stage two seats. We're going to have time recognition. If you are a successful completer, if you've completed all the assignments, if you're out of timeout, if you've done everything we've asked you to do, there's going to be a certificate recognition on stage, and we're going to come up and you're going to be recognized on stage with the rest of the group, and that'll happen. There's going to be a special meeting with David Wood and myself, and we're going to invite any of the other leaders that can make it. And certainly John and Justin, you guys are welcome to come hang out with us if you want to.

That is going to be Friday morning from 9:30 a.m. to 11 a.m. It's going to be a special group, just the Next Level Breakthrough people that successfully completed assignments. And if you're in doubt as to whether or not you're in qualification, you might want to get with Vanessa and ask her to make sure that you are. And if you've got to catch up, or if it's possible to catch up, you can do that.

But you've really got to have completed all the assignments to be able to qualify for that. So that's going to be Friday morning, 9:30 a.m. to 11 a.m. And we will post a list inside of the Facebook group with those that are in qualification.

Maybe Thursday. Can we have that done, Vanessa? Give me a thumbs up if that's all right. Okay, so make sure you're on that list. If we've missed you by accident or something like that, it's not intentional.

Just make sure you tag Vanessa and myself in a post and let us know. There's a lot of moving parts, so we're trying to do our best to keep everybody all lined up. And then we have got a contest. Now the contest — let me just announce the contest details. I am going to go ahead and post something inside of the Facebook group so that it's really clear how all this works.

But what we've got is we've got five different groups. We've got the free traffic group. And if you're in the free traffic group, you will be competing against the other people in the free traffic group for the prize. If you are in the paid traffic group, you will only be competing with the people in the paid traffic group for your prize. If you're in the leads group, you'll be competing against your fellow leads folks.

If you're in the initial sales group, you'll be competing against other people who are looking for initial sales. And if you're in the upsells group, you'll be competing against people with upsells. So there's going to be five different groups and five different prizes. Now the prizes will have started about a week ago, or whenever it was that we split into groups. So the start date is the date that Vanessa posted the list of people and what group they were in.

So you can go back and backtrack to that date. What we're going to do is we are going to ask you to track the statistics, and I'm going to post the details. So I'm not going to go over all the details just to make it easy to follow here. I'm just going to say, you are going to be tracking statistics that are related to what your group is. For example, I am in the free traffic group.

That's where I'm at. I'm following a YouTube strategy. I started following a YouTube strategy just a little bit ago. I released my first video over the weekend. It is going to be the number of link clicks that I can confirm come from my YouTube videos.

That is how I am going to measure my statistics — how many link clicks to a capture page did I generate through YouTube. And that, times a multiplier that I'll explain in the post, are the only things that are going to matter. So it doesn't matter if I generate leads from my Facebook post that I'm already doing. It's already generating me traffic.

It's only how many come from my YouTube channel. And in order to be able to compete and win, I have to be able to prove that they came from my YouTube channel, which means you might need to set up a tracking link with Linkify or something like that. If I'm in the paid traffic group, it will be the number of verifiable website clicks to your capture page that your Facebook ads do.

And you'll need to be able to prove that to be able to win the prize. If it's number of leads, you'll need to be able to verify the number of leads that you got during the specific contest period. If it's the number of initial sales, it is only the number of initial sales between the contest period. And if it's number of upsells, it's number of upsells. If you are not in a strategy specific group, you do not qualify for the contest.

You can't compete. We love you. We're still glad to have you as part of the group. You'll still have access to all the other bonuses. But you won't have access to this particular contest.

Each group will have access to a $250 credit. There's one winner per group, a $250 credit at the hotel. So that's my understanding. Vanessa, if I'm understanding right, give me a thumbs up.

Is that what we talked about earlier today? Can you repeat it one more time, Will? So it's a $250 credit at the hotel where the event is going to be held. Yes, yes. Definitely want to support the hotel while we're there.

So it'll be a $250 gift card to the hotel that you can spend on food, drink, pretty much anything while you're there. Okay, cool. So that means that the people in the free leads group are only competing against the people in the free leads group for that $250. The people in the initial sales group — there's going to be one winner. If the groups are small, I am going to put a minimum on each of the groups.

So if nobody produces, we're just going to recycle it back into one of the other groups that's producing. So there'll be a minimum quota, it'll be reasonable, and we're looking for people to have the most movement that they possibly can in the next 10 days. And remember, the playing field is relatively even. If you're in a group, everybody in your group is relatively in the same spot as you, and the question is, who's going to compete in the next 10 days? The contest will close midnight the night before the event.

So before Friday, when we all get together for our meeting with Dave and any of the other leaders that want to be there, you'll need to have your statistics in, and we'll have a special place to post them on the Facebook group, and Vanessa and I will coordinate to make sure that there's an obvious place to post them. You'll post your results. And then you can be in the running to have some free food, or whatever it is that'll be your $250 hotel credit prize, if you are the one who has produced the most results in the next 10 days. So if you have any questions on the contest after I spell them out, go ahead and ask me. I'll make sure I clarify.

There will be a multiplier for each group that will help encourage the right kind of behaviors. So with that in mind, if you have a contest inside of your group, post it in the comments. I'm going to go flipping through the comments here in a minute, and I want to know who is excited to get some hotel credit. So with that in mind, let's go ahead and pull out the coaches. We've got John Oakes here, and we've got Justin Varengia.

Hey guys, how you doing? Doing great. How you doing? Fantastic. And we've got Dave.

Dave's in the background. Dave, if you want to pop out for the coaching, you can. Vanessa, why don't you go ahead and introduce who's first. Oh, absolutely. And don't forget we have Justin Varengia on.

Did I say hey? I thought I said hey, Justin. I wasn't forgetting you, brother. Awesome. First up we have — and forgive me, dear, if I'm mispronouncing this — Connie Gaston.

Yes, that's right. Awesome. Welcome. Thank you for being on. Hi.

Yes, yes. Okay, wonderful. And I had you outline some problems that you're having with your businesses. If you want to go ahead and share that with the coaches, you're more than welcome. Okay.

All right. Thank you so much. And Connie, we want you to zero in probably on one problem, just for time's sake. So I want you to pick the thing that is going to make the most difference to you in the next little bit and talk about that. So with that in mind, I'll kind of fade to the background and see if there are any other questions that you want me to pop back on, or something I can contribute with.

But I turn it over to you, Justin, and John, and Dave. Okay. Thank you. Thank you all so much for having me on today. I'm really grateful for this opportunity to speak with you all directly and get some feedback.

So thank you so much. So yes, can you all hear me good too? And then financially, I was able to get all in this past January. So since then, I have been trying different strategies, free strategies, paid strategies.

Right now, in the groups that we broke into, I decided to focus solely on the free strategy for YouTube. But as well, my best month so far has been February of this year, and that's because I did a lot of paid traffic that month, just looking at my stats. I did a lot of paid traffic, and I was doing — I'm in Team Consistency, and one of the things that we talked about, Michael Martin, I was doing 1,000 leads a week, buying 1,000 leads a week. So that really gave me the results that I got for February, for my best month so far. But I couldn't keep that up. Until I can bring in more income, I'm trying to utilize my skills for free strategies in order to increase that.

So my hugest issue, or my hugest problem or concern, that I want help in, is how to bring in more leads daily. For my free strategy, I'm focusing on, like I said, YouTube. I also posted my first two Facebook story ads this week. The first one, I posted on the 8th, and already for that one — I have here I wrote it down — I have 1,300 likes, 310 shares and 11 comments. And then I used what you said, Justin, about the CTA toward the bottom, and I gave them three steps: like, share, and message me.

So a lot of people are obviously following the shares and the likes, but I haven't received any messages, so I haven't gotten any leads from that. And then my second one that I did on the 10th, so far I only have 22 likes, 1 comment, and 2 shares. And as far as my videos for my YouTube strategy, implementing John's feedback on how to get to the top ranks and stuff, my video that has the most views so far is 215 views. And that video — can anybody else hear? I think she's cutting out.

Yeah, just a bit, Connie. Can you start over — how many views did that last video get? Oh, okay. I'll try to hold the mic a little bit closer. So my top video got 215 views, and that video was 3 minutes long.

And the rest of my videos were like between 8 to 12 minutes. And the highest got 83 views. But no one's following the CTA on my video, so I haven't received any leads from any of my videos yet. Did you hear me that time? You guys heard me?

Yeah, we can totally hear you. Okay. Will, how did you want it? Connie, did you want to direct it towards a specific person for feedback, or were we all kind of diagnosing where you're at and helping you? Is that what we're doing, Will? Yeah, just go ahead and jump in, and everybody has a crack.

I mean, everybody, all the coaches are going to have an opportunity to give feedback, and you can zero in on any part where you think you can help out. Awesome. I guess I'll jump right in. Congrats on taking massive action, Connie, and getting all in this year and getting traffic and doing YouTube videos and Facebook posts and targeting free strategies and paid stuff. I can tell you're taking massive action, which is a good sign.

It sounds like buying the clicks was working for you. You were generating sales as well as leads. Is that correct? How many sales were you getting from like a thousand leads on average? So for that month of February, where I did the thousand a week, I got 20 sales, or I brought in 20 new members.

Nice. And how many leads total for that month, let's say? It was about a little bit over 900, I believe. Yes. Okay.

900. Very good. And so right now you want to focus just on more traffic, is what it sounds like. But it sounds like a lot of free stuff, with a little paid. What kind of budget do you currently have to do like a paid strategy right now?

And then for my free strategy I was focusing on the YouTube. Okay. Very good. So that's actually a healthy budget for Facebook.

I know, 10 to 20 dollars a day. It sounds like your one story, you said it got hundreds of shares. Did I hear that correctly? 300 shares? Yes.

Yeah. That was my first one. Okay. It's still going.

I'm running each of them for a whole month straight. Okay. Very good. That sounds like something is working well with that. For any ad to get 300 people to share it, something's connecting well.

You mentioned you got zero leads from it, though, which sounds a little alarming. Not one lead? Nope. Not yet.

So interesting. I would love to take a look at your lead capture page. Do you happen to know your stats, like how many hits? I'm curious if you're getting hits to your lead capture page. Well, no. I didn't put a link in there.

I said, like, share, and message me. Okay. I see. I was using that strategy, I think, earlier on this year, January and such, and I think that's probably around the time I shared it. The only downside to it is if nobody messages you, there's no leads and there's no sales.

So what you can do, being that ad is working well as far as engagement, is repost it but change the call to action at the end, because that's where the issue is, and give a link. Tell them, whatever your call to action is, here's the link for more information, and then just have the additional, like, feel free to private message me and, share this if you got a lot of value out of it, but just tweak that call to action some to get traction to your page. Because I would imagine, if that many people are sharing it, you should be getting traffic, but because there's no link and you're not getting the private message part, that seems to be the bottleneck in that particular ad process, based upon the feedback I got. So that would be a good test right off the bat.

The same exact ad, just change the call to action with the website so that they're directed to your lead capture page, and let us know how that works for you. And I'm going to pass it over to John Oakes to give some feedback here. Thank you so much. My pleasure. Awesome. Yeah, those are fantastic suggestions that Justin just gave you, and so I'm not going to address the Facebook stuff.

I'm going to jump over to your YouTube stuff and let's talk about that for a little bit. First off, can you tell me how many total videos have you done so far using this free traffic strategy? Well, I already had about 48 videos, and then since I've implemented this — your keyword research and all of that you taught — since I've implemented that, I've only been able to do about four or five of my videos. That's all pretty recent, right? That's all recent, just like in the last few weeks.

Exactly. First off, let me just be really blunt about this point: your numbers are fantastic for what you're doing, right? Getting several hundred views on a video in just a couple of weeks, that's great. And you said it was a three minute video, I think, that got the most play? Right.

Okay. So what is that video about? Let's just look at that one specific video. What's the topic of that video? It says, know your purpose.

Okay, so it's kind of a personal development type thing? Yep, exactly. I have the King's Speech thing behind me in the background and stuff. Okay, awesome. And what is the actual title that you're using for that video on YouTube?

Is it "know your purpose"? That's it. Okay. Yeah. So here's what I would suggest to you in moving forward. Because usually, anytime I talk to somebody and they're doing videos and they're maybe getting a decent number of views, but not a lot of click throughs to their call to action, nobody's clicking their link, it's not really ending up in leads or in sales — it's usually because the topic that they're choosing, or the key phrase that they're optimizing for, is not something that gets a lot of traffic.

It's not something that a lot of people are looking for. Okay. So what you want to do is find that happy medium between a key phrase that thousands of people are searching every single month, and the ones that not very many are searching. You want to get in between there with what we call the long tail key phrase, because if you go to something that's super competitive, that you know thousands of videos already exist for, lots of people have already optimized and are competing for that key phrase, then you're going to have a harder time getting traffic without spending a bunch of money to try and get that onto the first page of Google or onto YouTube. But in between there is the sweet spot.

It's the low hanging fruit, right? So what you're at right now, the key phrase that you chose, is down on the very low end of that. So it's getting some views, but probably I would say at least 70% of the views you've probably got on there are other team members that are checking out your video, other people that are already friends or connected or already in Empower that are going and checking out your video, and you're not getting beyond that to the actual search traffic of people that are brand new that don't know who you are. Does that make sense? Yes, yes, yes.

Okay. So there's a couple of things here. Number one is going to be doing a little bit different thing with your keyword research — making sure that when you choose a keyword that you're going to go after, a key phrase, that it's something that there are videos already out there for it. Right?

So that you can look on YouTube, you can put that search in, and there are a number of videos already there. You don't want it to be that there's no videos there, because then chances are it's not a key phrase that very many people are looking for. So you won't get any traffic, right? Okay. But you don't want to find something that has like 600,000 videos.

Right. So you want to find something, just a ballpark figure, somewhere around maybe 30,000 results or less. Okay.

And I would definitely trend towards the less on that. Even if you come up with something and there's only, let's say, 1,200 videos on YouTube. There's traffic.

There's traffic there. You can optimize and get ranked for that. Because people don't typically create a bunch of videos for a key phrase unless there's people looking for that, right? There has to be a need. True.

Okay. So I would go for that. And you might even go back and do a search for the video that you just did and kind of see where that plays out as far as those numbers go. Okay. And that'll kind of show you where you might be at on that measuring stick.

Okay. Thank you so much. Yeah.

So the other thing — tell me about how you're doing your call to action on your video. Okay. So like for that one in particular, at the end, I actually — because I made this before your training, I didn't say a call to action. But what I did is I had a video overlay toward the bottom of my video where I put in a call to action, and I put the link on there.

Okay. I say, join me. And then I put a link. Okay. Was that because it was an older video that you already had out there and you just wanted to try and backdate it so that it had a link?

Right. So that's understandable. That's kind of the only way you can do that with an older one. And then, of course, make sure your link is in the first three lines of your video description. Right.

But the better way to do it, and you'll get much better results when you shoot your video, is to do a verbal call to action in your video itself. Okay. And do something to sort of bridge that content — whatever that topic is — bridge it so that it makes sense.

So that it's relative to what you're telling them to go do. So it's not like, you know, you do a video about how to make stuffed animals, and then at the end you're like, by the way, join my business, click the link below. Okay. You'll see that out there.

And that's not very effective. So you want to have some way that it bridges it. So you would say something like, hey, if you want to learn how to make stuffed animals from home and be able to get paid and make money while you're doing this fun hobby, then click the link in the description below and see how it is that I'm able to make money while I'm doing my favorite thing. Whatever that might be. Right.

Right. I use weird examples sometimes because I don't want anybody to be offended by the specific topic. Okay. So what other types of video topics have you been doing? Or are you sticking purely to the personal development stuff?

Yeah, I guess there's two genres. I do personal development, using law of attraction. And then I also key in on depression. People with depression and anxiety issues, and how they can still have those issues but be successful in life. Okay.

Now is that something that you're passionate about? Yes. Okay. Awesome. And that's my main concern, is I want to make sure that whatever topics you're doing, whatever content you're creating, whether it's a blog post or a video, that it's something you're truly passionate about, because that's what then comes through when you're speaking that content.

A classic example in this industry is that people come into it and they start doing videos about internet marketing strategies when they know nothing about that and have not had any success yet. And people can watch that stuff and very quickly dismiss it, because it's obvious that they're not really understanding what they're talking about. They don't know the lingo. They're not passionate. It's not coming through.

So that's an important thing. That was me the first five months, talking about stuff I knew nothing about. But then once I targeted in on what I'm passionate about, I just started getting better results. Excellent. Excellent.

So yeah, that's really the thing, right, is focus more on the keyword research and play around with different numbers. There is no set number I can give you. I wish I could just say, hey, go to Google and type in your phrase, and if it equals exactly this for the search amount, then that's a good keyword. But that's not the way it works. Right?

So you kind of have to play around with it a little bit. Maybe even try some of the harder ones. Try some of the easier ones. See how much traffic you get and use that as a measuring stick, and then find what works for you, as far as what you know you can rank for and what is going to get you traffic.

But definitely the verbal call to action on your videos is going to make a big, big difference. Thank you. And that's going to work a lot better than overlays. Okay. Okay.

Thank you so much. Yeah, you're welcome. Hey Dave, are you around, and do you have anything to add? Okay, we're going to assume that Dave is not around.

No, I don't really have anything to add. I think that sometimes people just need to hear that they're on the right track and be able to tweak a few things. And I think you're on the right track. Thank you so much. Thank you, Dave.

Awesome. All right. Connie, thank you. Yeah, you're amazing.

Thanks for coming out. We appreciate you. But let me ask you, on your way out, what are the things that you're going to tweak now that you've got some feedback? Oh man, this is great feedback. If you saw me looking down, I was writing notes the whole time.

So I am definitely going to implement a lot here. Based on John's feedback, I am definitely going to tweak the end of my verbal on my videos so I can be clear in my calls to action, and make these changes in my keyword searches for my titles in regards to ranking, definitely. And then thank you, Justin, as well, for the feedback on the Facebook ads. Because it wasn't something big, but it wasn't something I thought of. You know what I mean?

So I'm so happy that you mentioned that, because I didn't think to go back in and edit it. Obviously, if it was already getting this many shares or likes, and then I wasn't getting leads, I didn't even think twice about how I could go in and edit that call to action. So thank you so much. And to be able to edit that, I was told you have to turn the ad off first, or you can edit it. Oh, okay.

But if you turn it off, you should be able to edit it and then do it again. Turn it back on. Okay. If for some reason that didn't work, you can just recreate the post, but you should be able to if you turn it off and edit it. Okay.

Alright. Thank you so much. This is very helpful. Thank you, Connie.

We appreciate you coming out. And Vanessa, why don't you introduce our second coachee? We appreciate the coaches. You guys are doing an awesome job. Alright.

Next up, we have Brenda, who is already getting ready, I see. How are you, Brenda? I'm doing fantastic. You're doing fantastic. Thank you for being on with us.

Are you ready to get coached? I'm ready. Awesome. I know that you've been in Empower Network — you're pretty recent. You only joined in November 2015, correct?

That's correct. Awesome. And I know that you're Boss rank. I know that you've been getting some momentum together. So tell us about one problem that you're having in your business and what these coaches can help you with.

Okay. Well, I joined about the middle of November, and went all in, I believe, after a couple of weeks. Right now, I have about 6,200 subscribers. March I got 1,111 subscribers, which was an average, I think, of about 36. February was 25 subscribers per day.

Through the time period, I've signed up 65 people, but I'm not hanging onto them. And they're not upselling. So I need to be able to get my focus. My focus has been — I have had two focuses. One focus has been emailing and blogging.

And I have been blogging every day. Short blogs, around 600 to 700 words per blog. But now I have changed the strategy to consolidate a lot of those blogs, and I'm going to a 2,000 to 3,000 word blog strategy. I'm a CPA by profession. So I don't even purport to know enough to tell anybody how to do online marketing and that kind of thing.

So I have been writing about tips in taxes, tips in accounting, office expenses. I'm also an amputee, so I've been writing about handicap products, things to do, places to get products, and those types of things. Need to know if I'm on the right track there and what to do. I have been frightened to death of video.

I have just now started making a couple of videos to go on some emails. And I would invite someone to take a look at them. I now want to do some videos for YouTube, but I have not done one of those yet. Let's see, what else can I tell you? I have a fan page that I have about 7,700 something fans on Facebook.

Not had much luck with ads on Facebook, and now I've been shut down, and I can't figure out why my ads are shut down, so I've got to figure that out. But I'm going to go back into that. But I do Twitter and I do some Instagram, but my total focus — I send out two to three emails per day to my subscribers, and I blog daily. Congrats to you for taking massive action. It's exciting to hear that you're already getting 30 leads a day.

I buy my clicks. I do solo, but I buy — that's the way I get my clicks. Okay, so are the majority of all the leads — what's the percentage of leads that are coming in through solo versus social media? Probably 98%. Okay, so the majority of them is from buying clicks, cool.

And you mentioned you're getting a lot of sign ups, but they're not sticking around. Did you say you had 30 sign ups in a month, or overall? Well, I have 65 sign ups since the middle of November. Since November, okay. And you said the majority of them have just quit, or?

Well, they sign up for the trial and then they leave after the trial. I don't have the money, I don't have the time — those kinds of things. Okay, and just based on my experience — because I think Michael Martin and I are signing up the most people right now — the majority of the people will quit and refund. And I know we're not told that when we first join. But most people who join will quit and refund.

So I don't want you to think you're doing anything wrong. It's just the nature of the human being. It's like the new gym membership, or the Kung Fu membership, and then 30 days later they can't be found — witness protection or something like that. Because the honest truth, to really build momentum, you want to be doing like what you're doing. Generating 30 leads a day and sponsoring somebody a day.

I honestly believe if you can sponsor a new person, fresh blood, every day, you'll build some sort of momentum, because the majority of the people do quit. You have signed up quite a few people, but it sounds like you're on the right track, because you're signing people up. And you also mentioned you already have a lot of subscribers. How big is your list right now, you mentioned? 6,217.

And you have been emailing them daily and providing content? Okay. That's really good. You're on the right track there too, as well as content creation and nurturing that relationship, building the rapport.

Two things that come to mind. There's a lot of different traffic sources. You're working on social media. You may notice social media leads may be higher quality than cold traffic, where you're just buying a click or something like that. I know the numbers that I see on Facebook is about for every 30 leads is about one sale, which means, on average, if I generate 100 leads in one day, I will have approximately three sales from the front end.

How many leads, can you say it one more time, the leads you got since November? I've got — well, I've got 6,217 subscribers. Okay. So 6,000 since November, and that has led to 60 signups. So is it safe to say it's like a thousand leads per signup?

Yeah, that's 65 signups. Yeah. Okay. So — I don't know the math off the top of my head, but how many leads is that per sale, if you were to average that out? 43.

Okay. That's actually pretty dang good for cold traffic, and I'll let John put his feedback in there. My overall feedback would be, continue doing what you're doing, as far as creating videos and things you weren't necessarily doing before — if you do, then people will relate to you on a deeper level. I love the fact that you're attracting people like yourself when you're creating content, talking about being an amputee or something that other people can relate to. I know that would trigger people to want to do business with you.

You know what I mean? Because you attract the energy that you're putting out there. So I think you're on the right track. It sounds like you're doing the things that you should be doing, and you're staying consistent with it. Just continue doing it, you'll continue to get better, and you'll build more confidence as you continue to create the videos, which I think will help increase conversions even more. And you're probably sitting on a decent sized list, 6-7 thousand leads, which may have another 60 sign ups in there just from nurturing that list and dripping on them and sending good valuable content, which it sounds like you're already doing. So I'll pass it over to John, but I'm glad to see you taking massive action as well.

Thank you. Cool, cool. Well, awesome job, Brenda. The stuff you're doing is right on. Just another example of somebody taking massive action.

65 new members since November is definitely something you should be proud of, and I agree with Justin. You're on the right track, but there's just a few things from here moving forward that you need to tweak, and maybe add into what you're doing. So the first question I have for you is, what's stopping you from doing video? Oh, I don't know. I was just frightened, but I've done three this week to go into some emails, and I was like, hmm, this is not so difficult.

Now I'm sure that you and people who are very good at it can absolutely take them apart, but I was kind of proud of them, and I would start off with who I am. I'm Brenda Rahaniotis from Phoenix, Arizona, and the weather's nice here, or we've got some rain today and it's not something we're used to, and then I would talk about Empower Network, try to get across the fact that we are a real company, that we have real people and people are working for us, that we have a convention coming up and a lot of people are going to attend, and a few other things, and then I end it with, join me, as in Empower Network, after you look at all of the information in the email, and that I've declared myself queen for a day, and I decree that 2016 is my year, and I invite them to join me. Fantastic. That's great. So I'm really happy to hear that you did three videos already this week.

That's fantastic. So here's what I would suggest, and Justin touched on this — start doing video on a regular basis. It's uncomfortable in the beginning, and it was for all of us. There's nobody that you see who is good on video who didn't suck at it when they first started. It's just the way it goes. We all are terrible when we first start doing something like that.

It's a skill that we develop over time, and you have to go through that developmental stage in order to get there, and it's one of those things that is probably the most leveraged, most high value skill you can develop, is just getting even pretty good at video. You don't have to be an expert. I'm still not what I would consider an expert on video, but I get tremendous results from it, because I've just been doing it and doing it and doing it, and you can get those same kind of results if you just decide that's what you want and you're going to do whatever it takes to get there. The video that you just described, there's some things that I would change about that if you want to be more effective in converting people into leads or converting leads into sales, and that is that you come at it from the perspective of your prospect. What's in it for them?

Usually your prospect doesn't care what the weather is like in your local town. They just don't care, because they don't really know enough about you yet to think that's something that's going to be interesting. So if you start talking about the weather, often times they're going to check out, they're not going to watch the rest of the video. So come at it from the standpoint of, get inside the head of your prospect. Let's say you've got a brand new lead, it's a cold traffic lead from a solo ad, they subscribe, they get on your list, they see a video about Empower Network, and they don't join.

What's going through their head? They're thinking, how does this work? What's it really about? Is this one of these things that I'm going to join on my own? Is this one of those things that I'm going to get rich for spending $7?

Thank you, Dave, and may I say something — I don't want to take too much time, but when I met you in Nashville, I wasn't in, my wife was in, I didn't even know you knew who I was, and it wasn't until about the end of May that I actually engaged, and we've made about seventy thousand dollars. So it's not like we haven't done anything — I mean, that's a full time income for most people, we've been able to not work. So I want the other hundred people on the call to know that yes, I'm frustrated, but it's because I'm not making a hundred thousand dollars a month, it's not because we're not making any — this is a great perspective, right? This is a great perspective. It's like, I've only made seventy thousand, I'm frustrated, you know what I mean, and it's like, but that's the perspective, dude, is you are on the right track, and continuing to make adjustments, it's a really short space in time before you can do the same thing like ten times bigger, you know what I mean? And sometimes it's just something as simple as that, like Justin was saying, you're getting leads for like three to six dollars a piece, and if you make some adjustments on your capture page, it goes from three to six dollars a piece to one to three dollars a piece, and all of a sudden it costs you half as much to make twice the money, you know what I mean? And little things like that make a big difference. And so you really are doing the right things.

Here's the benefit to you, right — it's the same thing kind of with me. When I got online, I had this massive background from doing offline network marketing, and once I figured out online, it was like all this stuff built organizations in a way that people on the internet don't know how to do, right? And so when I started applying that stuff here, once I had the volume to be able to support it, it works like magic. And so you have a knowledge base that allows you to do things that most people on the internet don't have the knowledge base to be able to do. So when you do make a couple more adjustments, bring in more volume, and focus your energy knowing what you know, you'll be able to build a really big organization really fast, you know what I mean? There's not too many people that know how to do what you know how to do. So it's a positive thing that you're doing that, you know, just maybe a little frustrating, but that's okay.

Well, it's also okay, Dave, because the value that you and Paul and Mike Cobbs and the other leaders, William, have given me is a lot more than just the income I've made. The value here is something I can take with me anywhere I ever want to go in my life. We came for the money but we stayed for the community. So I appreciate everything, and William, I suppose you're going to ask me what my takeaway is.

Sure. And then I got a story I want to tell to wrap things up, but this is awesome. So what's your takeaway, man? Well, my takeaway is to always be open. I thought I was open two weeks ago, I heard maybe what I wanted to hear, I heard some things that were a little more clarity today, and my takeaway is, not to be so hard on myself, that I'm doing okay, I'm putting in the hours, I'm putting in the work, just keep doing it, it'll come, and it'll come at God's grace, not my own. I'll just keep pushing through. I'm never going to quit. I believe in that firmly — that if I have that attitude, that there's guys on this panel that I do believe God gave me skills that are comparable, not superior, but comparable, and I have a place with you guys, I have a place to serve other people, and I have a purpose with you, and it's worth it to me to fight this out. And I'm not going to be like some of the other people that gave up too early, a foot from the gold — I'm not going to do that. I don't so much care about the ring as what it represents. I care about the people that we can help, the thousands that come behind us. Kimberly and I are in this for the long haul. I don't care if we had to go get a job to support this, I would never quit this. So that's my takeaway, and I will fix my capture page.

Nice, man. I look forward to seeing you succeed. Well, let's just give a huge shout out to Justin, to John, to Dave, for coming out and doing coaching. You guys are amazing. I want to tell just one final story here — maybe two — to wrap up the Next Level Breakthrough coaching, and I just want to say that it has been an honor for me to be here along the journey with all of you, and that I really look forward to meeting all of you one on one in Nashville, and being able to shake your hand, and be able to hear your story, and being able to hear about the amazing breakthroughs that you had in your mindset, in your skill set, in your focus, in your attitude, in your drive, and I really look forward to hearing those stories, and to looking you right in the eye, and to be able to see the big breakthrough that's happened already, knowing the biggest breakthrough is still ahead, that the biggest success hasn't happened yet, but your biggest day is yet to come.

But the other day — this is just like in the last week — I came home, I worked until like 10 o'clock that day, I was teaching a class, and I got home real late. This was last week. I was teaching a local coaching class here in Utah, and then I was working on my YouTube stuff and my Facebook stuff after I got done. So I went home, I was already tired, and I was ready to eat. I hadn't eaten dinner yet. It was about 10pm, and I came into the house, and I drink these waters all day long, these sparkling waters, and so I had to go home and had to pee — probably too much information, but I had to pee. So I went into the bathroom, I shut the door, and then all of a sudden I hear this ka-chunk, and I was like, what just happened, right? Well, I do my business, and then I try to get out of the bathroom, and the door won't open, right? And so I'm stuck in the bathroom. It's like 10 at night, and my family is on the opposite end of the house, and the door won't open. So I try for a minute, and I'm trying to maneuver the door handle, and I'm like, oh crap, I'm stuck. So I'm starving, I'm like half famished, because I haven't eaten in like 8 or 9 hours or something like that, and I am locked in the bathroom, and it's one of the few times that I managed to walk into the bathroom without my cell phone. So no cell phone, family on the opposite end of the house, and the door is broken, and I am stuck inside. And I'm like, they're not going to find me for hours. So I start yelling, hey, help.

Well, finally, about like 20 minutes later, one of my kids walks by the door. He's like, dad, what's wrong? And I'm like, I'm trapped in the bathroom, I can't get out, I'm trapped in the bathroom. So I'm working the door, I'm sitting there, I'm working the doorknob, and I'm trying to get out, and nothing's working, and he's like, well dad, why don't you unlock it? And I'm like, I can't unlock the door, son, it's broken, go get mom, go get mom. So finally my 7 year old races out, he goes to get mom, and now I've got the whole family gathered on the outside of the bathroom door, and they're basically laughing at me, right? They're like, dad's trapped, ha, you know, and I'm sitting there going, oh man, I just — I gotta get out of here, I'm starving. And your attitude starts to sour a little bit, right? It's like, I am stuck here and I can't move, and gosh darn it, I want to get to the other side, because there's a prize on the other side of the door. And so my attitude was a little sour, but I kept it together. I was keeping real positive, I was keeping my energy high, right, I was doing my hula hoop or whatever on the other side, correcting my energy, getting my energy up. And so finally I ask him, like, can you pass me a screwdriver? Well, because there's only a little gap below the door, the screwdriver that they were able to pass through was just like this little thing, it was like this big, and it was teeny tiny, so there was like no leverage on it. So now I've got the screwdriver on the door handle, and I am turning this thing, and it takes me like 15 minutes, and I finally get the door handle up. So finally I yank off the door handle, and I look through the little hole, and there's the promised land. My family's all gathered around, they're gathered around the hole, and they're peeking in — are you okay, are you okay? And I'm like, I'm starving. So my 14 year old daughter, she runs out to the kitchen and she grabs these — the only thing that would fit through the door were these little cherry tomatoes. So I've got my mouth on this end of the doorknob, and she's pushing through the little grape tomatoes, and I'm like, oh, finally some calories, you know, so my blood sugar's starting to stabilize as I'm getting grape tomatoes pushed through the little doorknob — kind of like when you get a lead that finally converts into your first initial sale, you're like, oh, thank — it's like better than any candy you've ever had in your body, just like, ah. So I'm starting to settle. She feeds me a couple of carrots, and I've got tomatoes and carrots inside my system, and my blood sugar's stable, and my mood is way improved, because I'm finally starting to get just a little bit of nourishment.

But I'm still locked inside, because the part of the locking mechanism that was broke was actually in the lock itself, and so getting the door handle off didn't allow me to get out. I'm still stuck inside, and the door is heavy duty. And so now they're able to pass me a pair of pliers, and I'm trying to yank out the little locking mechanism there. So I'm tugging on the locking mechanism, and finally I break it off, but the piece that's stuck in the door is keeping that dang door shut, and I can't get through the door. So I'm stuck in the door, and now we're starting to rattle the door, and my wife says, honey, it's time to kick the door down, right? And I'm like, let's try for another minute, right, I know it's gonna be several hundred dollars to replace the door in a few hours on a Saturday, we're hiring somebody to come in, so let's spend a few more minutes. So we go in there with pliers, and finally we're tugging and pulling and tugging and pulling and tugging and pulling, and nothing is going my way, nothing, right? I am stuck, I am on the end of the door, and all I've eaten are tomatoes, and I know that my dinner is just on the other side of the door, and there's nothing that I can do about it. And so I am on the wrong end of the door to kick it down. Conveniently, the door hinges kind of come in towards me, and so I say, I'll kick it down if I have to, but it'd be probably a lot easier if somebody could kick it down. Now my wife is pregnant, so I want you to imagine this, right? I have a pregnant woman on the other end of the door who is now willing to save her trapped husband from starvation by grape tomato through the doorknob, right? And so they've got the video camera rolling on the other end, because they just think it's hilarious that a pregnant woman is going to try to kick down the door to save her husband. I mean, that's not like a pride story right there, right?

So she goes back up, she does this leaping flying kick, and then she bounces off the door and flies into the closet, and fortunately there was a bunch of blankets and stuff down there, so my wife ends up rolling around in the blankets, and she gets up and she's like, I'll do it again, and I'm like, no, the pregnant lady is not going to kick the door again, right, our unborn child is in there, you can't do that. So she says she's not going to go ahead and kick the door again — of course we have it on video, eventually this will make it onto a YouTube video because it's too good to pass up. But then my 11 year old asks, in this very quiet voice, dad, can I kick the door? I mean, I think this has got to be every 11 year old's dream, right, to actually kick a door with permission and be able to destroy something. I remember being 11 years old, being left out at this campground, and somebody had parked an old car there, and I don't know what they were thinking, but two of us, we were like 11, 12 years old, they left us with shotguns, and we blew the car to pieces, got yelled at and got majorly chewed out for doing that, but it's like every 11 year old's dream to destroy something. So he starts kicking the door — bam, he kicks the door, bam, he kicks the door, bam, he kicks the door, bam — the door just blows out and I'm free. And I know it sounds like a really crazy thing, but I don't think there's ever been a dinner that tasted any better after being locked in a bathroom for an hour and a half late one night on a Thursday. But sometimes what you got to do is you got to be willing to kick that door until it breaks down.

One more story. 15 years old, Fairbanks, Alaska, right around 15, might have been 14. And it snowed more that year than it had in any of the recent history — we got like, I don't know, 15, 20 feet of snow, something like that, which is a lot for that area, because we live in an arctic desert where we don't get a lot of snow. It just doesn't go away, so it just stays there. And so me and my buddy went up on top of his house — we live on the side of a hill, and the hill sloped right down, and we were looking at all this fresh powder that was sitting there. It was like literally 10 feet of new snow, new powder, just sitting there, and we were shoveling off his roof, and we were shoveling the snow off to keep the roof from collapsing in, and it was a pretty warm day, it was like in the 30s, right, it might have even been just up above freezing, it was like Alaska summer practically. And so we were up there without any coats on, just short sleeve shirts, and we were working, pushing that snow off the roof, and finally, after we'd been shoveling for 3 or 4 hours trying to help his family out, my buddy and I, we were alone on the roof — the parents had gone down off the roof, and it was just the two of us still working. And we looked at each other, and we looked at this giant mound of snow, fresh powder, and he looked at me and he said, do you want to jump? Yeah, let's jump. So, no coats on, we both leap about 20 feet off this roof into 20 feet of powder, and it was just the softest landing you could ever imagine. But I made the mistake of jumping with my hands down at my side, and I went about 5 feet under the snow, and the snow wedged my arms into my body, down in the snow. So there I am, wedged into the snow, and I literally can't even move my hand an inch. I felt like I'd been buried alive under the snow. And I realized, after I jumped, that I didn't have a coat on, it was freezing in there. And so here I am, the snow is now melting on me, and I am wedged in so tight that I can't move, can't even move a single inch. And I start to just move back and forth like a millimeter, because that's all I can do, but I'm starting to panic. So I move a little harder, and now I can move like an inch back and forth, just wiggling back and forth, wiggling back and forth, and finally I broke an arm free, right? I broke an arm free, and I got one hand, and I'm clawing at the snow, and I'm like swimming, like a drowning man, I'm just clawing at the snow, and I was free.

We got 10 days. Freedom is just on the other side of that door. All you gotta do is move back and forth with all of your might, break an arm free, and start crawling to freedom. Crawling to freedom. And I will see you in Nashville. And with that, it's time to break free, everyone. I look forward to meeting you, seeing you eye to eye. I appreciate you for coming out, and look for the contest details in the Facebook group, and I look forward to seeing you here in about 10 days.