Dave Sharpe’s Six-Part Mechanics Behind Every Message That Converts

You already know your product cold. You can recite the plan, the ingredients, the founders’ story, the commission structure, all of it, without notes. You post about it anyway, the same way you posted last week and the week before, and three people read it. Nobody replies. Nobody joins. If that’s the loop you’re stuck in, session three of Viral Blogging Academy is aimed straight at you, taught by Dave Sharpe, and it has almost nothing to do with writing better sentences.

Dave opens by admitting he spent years doing exactly what you’re doing now. His first network marketing company came from a woman named Katrina who cornered him at a telemarketing job doing debt consolidation calls and asked whether he’d consider keeping his business options open. He signed up, put on his best clothes, and then went and beat the phones, harassed every friend and family member he had, and got nothing for it. The next opportunity came from a guy on a construction site who hounded him daily until he paid just to make him stop. Magnets on his truck. Signs in the yard that neighbors kicked over by morning. Business cards from the cheapest printer he could find. None of it moved a single person to act.

Why does knowing your product cold get you nowhere?

Because, Dave argues, nobody cares about the how and the what. They care about the why, and almost everyone selling something skips straight past it. He describes watching himself do this for years: talking about the company, the product, the comp plan, all the things everyone else in the room was also talking about, and blending in as a result. The shift happened on a webinar where he stopped pitching the opportunity and instead told people who he actually was: someone who’d struggled with addiction, who’d been homeless, who’d missed the first years of his daughter’s life and had to rebuild that relationship from nothing. He shut the laptop, terrified of being judged, and didn’t open it again until morning. When he did, his inbox was lined with join notifications and commission alerts, more than he’d ever gotten from any pitch built on features alone. That was the first time he’d sold the reason, not the resume.

What are the six pieces every message that actually moves someone contains?

This is the part of the session built to be used immediately, on your next post, your next video, your next email. Dave breaks a persuasive message into six pieces and insists nothing more complicated is needed.

• A headline, or what he calls breaking someone’s state: the line that makes a scrolling reader stop and pay attention.
• A hook, almost always a story, which is the piece he spends the most time on because it’s the one most people never learn.
• Benefits, stated plainly: not what the thing is, but what it does for the person holding it.
• Urgency: a real reason to act today instead of filing the idea away for later.
• Scarcity: an honest limit, not an invented one.
• A call to action that tells the reader exactly what to do next, in plain words.

I want to focus on the hook because that’s the biggest, biggest, biggest thing that most of you need to learn and understand to really start having an impact.

He proves the point by running the same product, an audio membership called the Inner Circle, through two versions of a pitch. Version one: it’s an audio library, lots of great content, life-changing, you should join. Version two opens with a story about how a strange discovery rewired the way he communicates and changed his income, his relationships, and his confidence, before it ever mentions what the product is. Same product. Same price. Only one of them gets read past the second sentence, because only one of them gives the reader a reason to care before it asks for anything.

What does a batch of guacamole have to do with your next blog post?

Dave’s second example is stranger and more useful. Years ago he brought homemade guacamole to a party, mixed by feel with no measurements, and came home with most of it uneaten and a friend telling him bluntly that it “sucked.” The next party, he stopped at a bookstore, opened a recipe book right there in the aisle, and measured every ingredient exactly as written. The bowl was empty in fifteen minutes. Same guy, same ingredients, one version guessed and one followed a recipe. He carried that difference straight into his business: every time something he did actually worked, he wrote down precisely what he’d done and turned it into a repeatable recipe, instead of trusting memory or mood the next time. That discipline, documenting the working version instead of reinventing it each time, is the same discipline behind a blog that consistently converts instead of one good post surrounded by silence.

What’s the one step people quietly skip that kills the whole message?

Even marketers with a strong story and clear benefits stall here. “People are not mind readers. People do not know what you want them to do unless you tell them.” Dave’s point isn’t subtle: a message can hit every other mark and still fail if it never asks for anything specific. He gives a plain homework assignment for the week: hand out direct, small calls to action in ordinary conversation, not just in marketing, until asking for the next step stops feeling awkward and starts feeling automatic. The reader isn’t the villain in this. They’re just busy, distracted, and unwilling to guess. Making the ask clear is the marketer’s job, not theirs.

The full session goes further than what’s above, including both full pitch demonstrations played back to back and the reasoning behind honest urgency versus manufactured pressure. Watch it in full, free, when you Create your free account.

The full session transcript follows below.

Transcript

Dave. We're in his house and he's actually doing some other stuff right now. We've got a lot going on right now. We're filming some sales videos.

We are working and masterminding some new ideas and some new things for the company. So super, super exciting stuff. I mean, really super exciting stuff. If you're on this live stream or hang out, whatever we want to call it tonight, uh, you are really in a position to number one, uh, be in the right place at the right time with the right people, right information, most of all.

And that's kind of what I'm going to teach you tonight. And what I'm going to be talking about is I'm going to be talking about information. I'm going to be talking about how you can really take, um, what you already have and make it 10 times better. Okay.

Take what you already have and make it 10 times better. Because what I can tell you is, is that there is a, there is a slight edge. That you can have in your business that you can have really in your life, in your relationships and everything that you do. And it's only a small little edge that's different from pretty much the majority of people around you that can create extraordinary results.

Okay. And I'm going to teach you kind of how that applies to selling stuff tonight in particular, just sales. Okay. I'm not really going to talk about marketing.

I'm not, I'm not going to talk about, uh, gadgets and gizmos and, and, uh, secret traffic strategies or anything like that, because honestly, the majority of that stuff, uh, the majority of that stuff is all irrelevant. Uh, if you don't know how to sell stuff. Okay. So, um, this is, this is, and I want to, uh, I want to first, um, before we even get started, I kind of want to tell you some of the things that you can look out for in your business that you're doing that might be really hindering your success.

Uh, in, in, in, in, you may not even know it. Okay. Before I do that, for those of you who are on this, this, this live stream for the very first time, guys, welcome. Okay.

I want you to know that, uh, number one, you're appreciated. Number two, that if you've invested in this course, that if you've invested in the academy, uh, we are going to do everything that we can to give you the tools that you need to, to be successful marketing and blogging and building a business from scratch and getting profit in the first 30 days. I want to tell you a little bit, uh, a little bit of a, um, a background and a story to, uh, what I'm going to be teaching you tonight. Cause I think it's going to give you some insight into why this stuff is so important.

Okay. For me, when I got started in, uh, network marketing in particular, because that's what I've kind of been in and out of for probably the last, I would say, I would say seven to eight years, my very first company was, was, uh, roughly about eight years ago, maybe seven years ago. And I got in and I was, um, I was, uh, working at a telemarketing, uh, business and, and this telemarketing, business did debt consolidation and credit counseling. And basically, uh, I, um, for a lot of you who know my story and know where I came from, I struggle with addiction and alcoholism.

So I was actually in a treatment program at this point in my life. And, um, and, uh, uh, and I, um, the majority of people in this treatment program went to this telemarketing place and we did credit counseling and debt settlement. So I was basically like a dog on a tree. You know, I kind of did these half moons back and forth, kind of like this.

In front of my, in front of my cubicle all day long, basically selling people credit counseling and debt settlement who are already in a whole lot of debt. And one day I was walking to the bathroom. This late lady named Katrina came up to me and she said, um, she said, uh, Hey Dave, I've been watching you. And by that time I was crushing it top sales guy.

Um, and I mean, really, I had never really had a real job before that. For those of you who really know my backstory, um, up until that point. And that was in 2005. I, uh, I hadn't done a whole lot besides just experience a whole lot of pain and struggle in my life.

And she came up to me and she said, Dave, you look like a sharp fella. And of course, no pun intended. But I said, and I thought to myself, boy, is it, it's about time somebody noticed how smart I am. And she said, you know, I'm, I'm expanding my business here.

And I wanted to know if you keep your business options open. And a lot of you are familiar with that and kind of know that that's one of the most prevalent network marketing phrases or pitches that, that is known to the network marketing mankind. But I said, well, as a matter of fact, I am. And I went over to her house the next night, I put on my Sunday's best, which was not that best.

It was actually kind of a little bit scrappy. And I went over there and I'll never forget. I walked into her front living room and there was one guy sitting in the living room and all of a sudden he said, well, honey, I'll be in the back room if you need me. And I said, oh my gosh, because it was just nothing but women.

And, uh, and, and most guys listening to this webinar would be, would, would say, well, what in the heck's wrong with you? And I said, well, I don't know. I don't know. I don't know.

I don't know. I don't know. I don't know. And she would, would say, well, what in the heck's wrong with that?

Well, the problem with that was, is that I was not there for chicks. I was there to, to see about how I can make some money and build a business. Well, anyways, I was sitting on this couch and she, she, uh, started kind of flipping through this flip chart and, and showing me this business plan. And I'm going to tell you something.

I did not understand it and I had no idea what she was talking about, but I was in. And I called my mom at that time and I said, mom, you've got to come over here and give me $800 because I'm going to get involved in this business and I'm going to crush it. And my mom was just so happy that I was doing something legitimate with my life that she rushed over, gave me the money. They sold me all of these products and I got started in this business.

Well, the problem with what I did and what I knew at that time was I really had no idea how to sell stuff. So what I did was I went out and I beat the pavement. I beat the phones. I harassed every friend, friend and family member that I knew that possibly existed within my sphere of influence.

And then I went into the ancestry of, of all of my friends and family and started digging down into their, uh, into their family and friend lines. And, uh, and what I ended up doing was, was a whole lot of absolutely nothing. Okay. It's like somebody who, who talks a lot but never says anything.

And so, um, the, the straw that broke the camel's back was essentially, um, I, uh, I started selling these website templates for this network marketing company and, uh, and, and I just got in over my head. I wasn't getting any results. I was just, just no matter what I did, no matter how hard I worked, no matter how many people I got in front of my business, no matter how many people I cold called, no matter how many one-on-ones I did or meetings I did, I just, and I, I've got some hilarious stories about some of the things that I did.

None of it got results. I got frustrated, eventually quit. Well, fast forward a couple of years later, I got back involved in a business opportunity. I was on a construction site, a guy named John.

He kept hammering me. He kept hammering me. He kept hammering me. He kept hammering me.

He knew me. He stopped by the site every single day. He said, Dave, you got to get involved with this thing. It's the greatest thing ever.

And after about the fifth day, I finally just gave him the money just to leave me alone and go away. But I got involved in this business and, uh, and I did pretty much the same thing. A lot of, you know, who know my story, know some of the things that I did. I put magnets on my old 1994 at F one 50 signs in the yard.

I put signs on the fences, nothing that I did worked. Okay. I went out and I got business cards from Vista print because it was the only free place I could place that I could get marketing material because I didn't have any money to invest in marketing material. And regardless of what I did, there was just absolutely nothing that worked every morning when I went out to the road and I looked at the signs that I'd put in the yard, they were all either kicked over in the yard or somebody took them and put them in the garbage can.

And I was just absolutely frustrated out of my mind because I didn't understand the concept of how to get people to give me money or give my company money in exchange for either joining my business or buying my product. I just didn't know what that consisted of. Now here's what I also want to remind you of. At that time I could talk.

Okay? So I would go to people and essentially what I would do is I would go and I would just kind of talk their ear off. I would say, man, you have just got to listen and hear about this business opportunity. First and foremost, it is a cutting edge product, man.

I mean, at that time I was selling phone service, so it was like, you're going to refer three, you're going to get it free. We've got the best phone that you've ever bought. We've got the best phone you've ever bought. We've ever heard of my friend this hasn't even come out yet and just little did I know the phone hadn't come out but nobody knew it neither did I so I said this thing is fresh new it's awesome it's just something that's gonna revolutionize not only the technology world but the business plan is going to make you a whole lot of money and I just went on and on and on and on and on and I can specifically remember a whole lot of people that I actually talked to who actually know me now today and the funny thing is is those are some of the people who come up to me now and they say Dave dude I should have gotten that thing back when you were pitching it to me four years ago but the problem that I had and the reason why none of them joined was because I didn't know how to sell stuff okay I knew how to talk I knew how to take lots of action I knew how to I knew how to create momentum in myself I wasn't creating momentum as far as sales or in my team but I just knew how to make things happen around me but the problem was I was broke I wasn't making any sales and nobody was responding to my sales message so I got involved in online marketing and essentially what happened was was I was experiencing the same kind of thing I would get on the video camera I would write blog posts and essentially I would I would get on there and I would just talk my my brains out I would I would do whiteboard presentations I would do all of this different kind of stuff and still the same result no sales no money still broke almost getting to the point where I was frustrated and about to quit in one day okay one day I got on a webinar and this is how it happened for me I got all I got on a webinar and I decided to tell my story I decided to tell people who I really was in who I really am is somebody who's experienced a lot of pain and struggle some of that is by circumstance some of that is by my own decision I'm a person who's overcame a lot of things who struggled with drug addiction and alcoholism.

I'm somebody who is homeless. I'm somebody who had my daughter when I was 16 years old. I'm somebody who was not in my daughter's life for the first few years of her life, and I had to recover from that and help her recover from that and build a relationship with my daughter. I'm somebody who had to build a relationship back with a bunch of my family members.

I'm somebody who had to learn how to become a productive, responsible member of society. I'm somebody who didn't know even what it was like to have a job, let alone, you know, get into network marketing and start talking and telling people why they shouldn't have jobs. I'm somebody who just was at a point in my life to where I had to make a decision what I wanted to do and how I wanted to live. And for me, I had a lot of fear in talking about that, but what I was doing at that time on that webinar was I was getting people into a business, right?

I was pitching my opportunity to them. And now for you on this webinar, I don't know if you're in sales and consulting. I don't know if you're selling some tangible product. I don't know if you've got an online business.

I don't know if you're building Empower Network. I have no idea specifically what you do, but I can tell you that what I'm talking about and what I'm going to teach you absolutely applies to you because it's universal. For me, I was talking about my business. So I was getting people into my business.

And what was happening with me was I was blending in with everybody else. I was just talking about my business. I was talking about the products. I was talking about the company.

I was talking about all of the things that everybody else was talking about. And then one day I decided that I was going to really tell people who I was. I was going to tell people why I was doing what I was doing. And I was going to create a unique hook for people to be able to identify with me and to grab their attention and to kind of separate me from everybody else in the marketplace to where now there was a reason and a why.

Because at the end of the day, nobody cares about the what and the how. They only care about the why. And there's a book out there that I believe is called It Starts With Why. It talks about that.

If you look at any successful company, corporation, entrepreneur, the majority of the times they're successful not because they went out and created a groundbreaking product, a lot of times there's cool products that are made. And yes, lots of people get very rich off a product. But we're talking about people who really make an impact in sales and who can create a huge following in a massive culture and have massive influence. These people understand how to position themselves and what they're offering in a way that's unique and allows people to identify with them.

So on this webinar, what I did was I talked about who I was and I created a unique angle, something that people hadn't heard before, not only for me, but also not really from anybody else. And I was nervous as hell to do it because I didn't know how people were going to react, whether they were going to judge me or what they were going to do. And so I got done with the webinar. I just shut the computer off.

I walked away. I didn't come back to the computer until either much later on that morning, and I'm talking about I hadn't gone to bed yet, or I either got up the next morning and looked at the emails. It's a little bit of a blur because number one, it was four or five years ago. And number two, I was nervous as hell about it.

And I just kind of wanted to block it out of my mind. However, what I remember crystal clear is opening up my laptop and seeing join notifications and commission notifications lined up inside of my email inbox. And for those of you who use Google, you know, there's like 25 notifications on the first page. They were all filled up with commission and join new member notifications.

And that was a breakthrough for me because it's the first thing that comes to mind when I think about it. And then the second thing that comes to mind when I think about it is the first thing that comes to mind when I think about it is the first thing that comes to mind when I think about it is the first thing that comes to mind when I think about it. And that was the first time that I'd ever sold myself in the hook of why you wanted to join me and why I was doing what I was doing instead of the company, the product, the business, et cetera, et cetera.

Okay. So what I want to teach you tonight is how to take whatever you're doing and create a unique angle. And there's a formula for it. And I'm also going to give you some homework.

I'm actually going to give you some examples that you can go and actually watch of how I've created unique hooks in my marketing and in my sales to be able to create an offer that's compelling and interesting that gets people to watch the video for more than just two minutes and then say, oh, this guy's just like everybody else. I'm going to go look for somebody who has something unique. Okay. So first of all, let me break it down.

Let me grab some water here real quick. By the way, guys, I'm feeling really, really good. How are you feeling tonight? I don't actually even know if there's comments below.

If there is, comment below. Let me know how you're feeling. Again, I don't know if there are. I think there's a comment feed over on YouTube.

I don't know if there's a comment feed over on YouTube. I don't know if there's a comment on one of the sides of this video, but let me know how you're feeling. We're just going to hang out here for, I'm not going to go too long tonight because I don't want to overload you with information. Here's one thing that I learned.

Okay. It's actually pretty cool. You can, a lot of you are, a lot of you are working with other people, whether it be on a team, on a sales team, whatever the case may be. And a lot of times, one thing that I think we forget about is that people have a, they kind of have a capacity.

Okay. And this is most important to remember when you're working with people. And most of the time, people come to you with a glass that's full. I don't know if you can see this water or not, but I've got water and it's right here.

But usually they come to you with a, with kind of a full glass, a full head of information, a full heart of information, whatever the case may be. And oftentimes what you need to do with new people is you kind of need to get them to take a little, bit of water out of their glass. So then you can refill them with some new information. So that's your first challenge with people is you need to get them to take a little bit of water out of their glass.

The second challenge that you need to have, and this is an art, okay, because this is not science. This is art. When you're working with people, you're training and teaching people. You need to know that when you fill somebody up with specific information or training or, or new information, especially they, most people can only retain so much information, especially in one sitting, whether it be a conversation, whether it be, you know, receiving something from stage or on video or whatever the case may be in anything that you give them that's beyond the top of the water lid beyond their capacity to be able to, you know, hold any more water in their glass is just going to run over the glass anyways.

So what I'm going to do tonight is, is hopefully in the first 15 minutes, what I've, what I've done for you is I've, I've, I've, I've helped you. Release a little bit of the water in your glass. That's not been serving you. Okay.

Because most of the time when you're marketing, you're building a business, you really have no idea what you're doing wrong, right? I know for me, um, for, for many, uh, for many months and, and really, really, I can say years, I had no clue what I was doing wrong. I really didn't. And nobody knew enough around me to tell me, but some of the things, some of the things that I see people doing wrong out there are there.

Number one, there is all they talk about is the how and the what. Okay. And again, my friends, nobody cares about the how and what they just don't, they care for a brief period of time. But if they don't, if they don't understand why you're doing what you're doing, then ultimately they're going to fizzle out.

Okay. The other thing that people do, um, out there is, uh, the other thing that people do is they just is all they do is they talk about their product. They talk about their company. they talk about the cop plan, and they never talk about anything else that's entertaining or engaging, okay?

And a lot of people say, well, Dave, why do you tell so many stories? And one of the reasons why I tell stories would to all of the influential leaders and impactors that you know in the world, the reason why they tell stories is because weaving information into stories will help you retain information 10 times better than just giving you the information, okay? If I can weave it into metaphors, if I can give you, and this, I'm telling you this because then now you'll know it when you're teaching and training and dealing and talking with other people.

Even if it's just with your kids, even if it's just with your wife or your significant other or your partner, you can weave things into metaphors, and I'm telling you something, when I learned that, and this is also goes along with how to sell more stuff, when I learned that, I, my, not only my life, my business, my relationship, just started to flourish. It was unbelievable because instead of always talking to people and trying to give them information and trying to show them the way, what I would do is I would paint a picture.

What I believe is that sales, relationships, everything in life is an art. It's not a science, okay? These people who go around talking about there's a formula to this and a formula for that, guys, I'm going to tell you something, there's no formula for anything except math, and I'm just being completely honest with you. I'm going to teach you how to learn this the hard way.

What there is is you've got to learn to become an artist, and I'm telling you this for a specific reason because what I'm going to teach you on the rest of this training session tonight is I'm going to teach you how to become an artist in sales instead of trying to be a scientist. If you want to be a scientist, you need to go do math somewhere. If you want to sell a lot of stuff, you've got to learn to think like an artist. What essentially you have in your business when you get started is you have a blank canvas that your income is going to be in direct proportion to the amount of creativity and the amount of money that you're going to pay to start your business.

And that first thing, kesha, is for you to think how you're setting up a boss, how you're setting up a brand, what you're thinking about making into business, and then one of the other things that you're doing that you need to manage. Um, dest equation. Results? Results made in the contract.

Rem GT Italy? Results in Tech? Strategy? You bring them roses when they didn't expect it.

All of the unique, amazing things that people want from other human beings is what makes somebody really fall in love with you. So if your relationship, and we're talking about sales because, hell, one of the funniest things that I've ever said to somebody is somebody will have a really gorgeous wife and I'll say, dude, you really can sell stuff. And it's true because what makes somebody unique and what makes somebody attractive to somebody is the fact that maybe not particularly that they're ultra-attractive. Because have you ever looked at a couple to where the woman was just amazingly gorgeous and the guy was just some bald, big, sweaty dude and you're like, oh.

How did he get her? Well, one of the reasons and probably the main reason why the attraction was created in that particular relationship was because the guy understands the art of selling stuff. And it is absolutely dependent upon the way that you can engineer creativity, uniqueness, how you can… Build value and positioning with yourself and how you can take your blank canvas and create and paint the most beautiful picture that somebody could ever look at.

Because it's not about you, it's about other people. And when you understand that, selling stuff becomes easy, right? Attracting people into your life that are amazing, that bring value to who you are, that grow you and challenge you. Because you understand that there are no rules in life.

Really, there aren't. There are no rules in sales. There are no rules in marketing. The rules are what you decide to make them, okay?

And you are the creator and the artist of your canvas. Let's talk about what you really need to have in your… What you really need to have in a sales pitch. First and foremost, this is going to be…

This is going to be taking… This is going to be taking into consideration that you already have an audience, okay? If you don't have an audience… And what do I mean by an audience?

Well, if you live in a country that has absolutely no poodles, but you have got a dog trimming service specific to poodles, you don't have an audience, okay? If you're on the internet and you are selling… You are selling something that has absolutely… Absolutely nothing to do with…

If you're on the internet and you're selling something that people who never go on the internet want, you're probably not going to sell a whole lot of stuff. If you are offline in some retail business trying to sell somebody something that has to do with the internet, most likely, you're not going to have an audience to sell a whole lot of stuff. So what you… This is taken into consideration that you have an audience and that there is a demand for whatever it is you're selling, okay?

The first thing that you need to have in your message… The first thing that you need to have in your message, okay? And I want you to write this down, is a headline, okay? Now, I'm going to talk to you a little bit…

And what do I mean by headline? This is more of a copywriting term. In video or in selling, we usually call this breaking state, okay? You're going to have…

You're going to want to have something that just gets people's attention, that breaks their state, that makes them say, what the heck was that? I'm going to pay attention to this. Oftentimes, you'll see it in copy or in video sales letters. It's a big warning.

What you're about to see is going to shock you, okay? Some of the most successful marketing campaigns have been… Shocking report reveals what you don't know about the pharmaceutical companies. Well, that's a huge, ridiculous headline that if said to the right audience is going to really grab their attention.

If you say something like… If you say something like, I have a book here, and it's going to teach you the ins and outs of the pharmaceutical trade, somebody's most likely going to look at that and say, oh, that's not really that interesting. I'd rather just look at Sports Illustrated. But again, the headline is, shocking report reveals what you don't know about the pharmaceutical industry and how you're likely spending…

Huh? The battery died. It's on right now. I'm not on this mic anymore?

Hey, guys. If the micro… It hasn't been dead now. What I've been talking about here, just to do it quickly, these are the essential elements.

And there's only six of them, okay? And listen, there's different people who have different philosophies, and they might add one or two more. But honestly, it doesn't matter. These are the things that are important.

These are the main kind of… You need to understand to be able to sell stuff. Number one, you need a headline, or you need to break somebody's stake. Hey, guys.

This is Dave Sharpe. This is Dave Sharpe. This is Dave Sharpe. This is Dave Sharpe.

This is Dave Sharpe. This is Dave Sharpe. This is Dave Sharpe. This is Dave Sharpe.

This is Dave Sharpe. This is Dave Sharpe. What's going on? Hey.

Glad you're paying attention now. My name's Dave Sharpe. Welcome to this video. What I'm about to tell you is something that's going to completely shock you, something that you have no idea and that you've never learned before.

I'm gonna teach you how the pharmaceutical companies are stealing money from you and how you're paying thousands of dollars more a year for your medication than you have to, okay? So the second thing that you need is you need a hook. That was like a kind of extended headline, but it was basically breaking your state. What does a state break mean?

Well, it means that we walk around all day long in a state, or we're actually in a lot of different states. But whenever you're on your computer, you're usually in a little bit of a trance state. Whenever you're watching a movie, you're in a trance state. Whenever you're in a conversation or you're talking to somebody, honestly, a lot of times, the majority of our lives, we go through in a light trance, okay?

Hold on a second. Okay, again, guys, got a couple of messages here, I just, okay, cool, man. Guys, I know the sound was out. I'm recapping now.

Love you guys. Thank you. Isn't it cool to be able to be connected with people who can just, like, shoot you a message and say, hey, your sound's out, you know? That's really what I think is most special about this community is that we're kind of all connected and just kind of real authentic people, and I appreciate you guys.

Okay. So the headline, boom, breaking state. We all kind of walk around in a light trance or in different situations are in light trances. When you're on the computer, I want you to start paying attention to kind of the state that you're in.

I want you to pay attention to how you feel because here's what I'm going to kind of let you in on is that the way that you feel and the way that you operate is also how other people operate, too. Okay. So I want you to be aware of how you feel and what you're doing and the states that you're in, okay, is important because other people are in those states, too. Hey, guys, if you're not in peak state right now, I want you to sit up in your chair and just pay attention here.

Okay. I felt some of you here on video just kind of, you know, kind of going into a trance there as I was talking about going into a trance. I'm just kidding, but I assume that a couple of you are. The next thing that you need is you need a hook.

That's a story. Okay. Usually that's essentially what that is. You need some sort of a compelling hook.

This is the part that I'm going to talk about tonight, and it's not going to be that complicated. You're going to pretty much get it right away, but this is the second thing that you need. The third thing, benefits, obviously. You need to be telling people what the hell it is that you're selling and why they need it.

Okay. The fourth thing is urgency. Why is somebody going to take action right now opposed to going home and talking to the dog or the mailman or the doctor or the dentist or the wife about why they should put their elbow, why they should buy something from you? Fifth thing, scarcity.

I've only got 10 of these markers, and if you want one, you're going to have to take action now. There's urgency because if you don't, most likely these 10 markers are going to be gone tomorrow. Scarcity. There's not a million of them available for you.

It's for a limited time only, and there's only so many of them. Last thing, you need a call to action. Okay. You need to tell somebody what to do.

That's what I was telling Steel why he handed me the phone just a few minutes ago. A few minutes ago, that was the example that I was giving. If you don't remember anything from this tonight, which I want you to remember the hook, and I want you to remember the call to action. It seems simple, but even some of you guys who are making $20,000 and $30,000 a month in your business, and I know who you are, and I see how you market, a lot of you are not giving strong enough calls to action.

You don't have to be obnoxious about it. You don't have to be absurd. You don't have to go out there and say, hey, dang it, pull your credit card out and buy. Buy.

But what you do have to do is give somebody simple, clear instructions on what they need to do. Hey, my friend, I really appreciate you watching this video. It's been amazing to spend this time with you, and I actually really enjoy and have fun doing these things. Here's what I want you to do next.

I want you to pull out your credit card, and I want you to click the button below this video. Go to the join form. There's going to be a few slots for you to fill in your billing information, your address information, and your credit card information. I want you to do that.

When you click the button below. And once you fill that information out, I want you to click the buy now button, and I'll see you just in a few minutes on the inside. That was a clear call to action. Even if you're sending an email to somebody, even if you're talking to your kids, even if you're talking to your wife, which gets your mind out of the gutter, that's not what I meant.

But even if you're talking to somebody who's close to you, tell them what you want them to do. People are not mind readers. People do not know what you want them to do unless you tell them. And the mark of a good marketer is that he knows how to give somebody a clear and an assertive, okay?

It doesn't have to be an obnoxious or a strong, but an assertive call to action and get somebody to do what they, what he wants them to do or what she wants them to do. And I'm going to tell you the sign of a weak marketer is somebody who doesn't do that. And I don't mean weak as in they're not a good person. I mean weak as in they don't really understand the concept of how powerful telling somebody what to do really is.

And I really… Weak. And I think we can do a fun experiment with this. I want you to go around here for the next seven days, okay?

For the next week, and I want you to go around and actually give people just random calls to action. It doesn't matter what they're doing. I want you to be very aware of it. Write this down.

A lot of times I don't like people to take notes, but in this particular situation, there's a couple of things that I want you to write down. It's this structure and the assignments that I give you. Number one assignment is I want you to go around and give people calls to action in everything that you do. When you start giving people calls to action.

It will start to get you in the muscle memory of doing it. I used to be a baseball player and what would happen was, I don't know if any of you remember the Seattle Mariners, but there was a guy that played for the Seattle Mariners named Ken Griffey Jr. Okay? It was back in the days that Barry Bonds and Frank Thomas and all these guys are really hot.

But I played baseball and I modeled Ken Griffey Jr. So I would be standing up there like this. My elbow was way high. So I'd be like this.

Looking good, baby. Good though. When I was at the plate, let me tell you something. I wasn't scrunched down looking like no fool.

I was up here just looking just good. Just doing it. White people in the audience said, boy, that boy looks good. You know what the problem was?

I couldn't hit the dang baseball. I was a pitcher. Okay? So that was the thing that I focused on.

What my dad used to always do was work with me because essentially what I would do with this elbow, I would swing and cut up under the ball and the ball would just go right by and my bat would go right under it. So what my dad always got me to do was put that elbow down. Put that elbow down, son, and come down across the ball like this. So when it's coming in, boom, you're hitting the ball like that instead of swinging under it.

Okay? Well, funny, funny, funny thing. I forgot why I was telling that story. I just got so into it.

I actually took myself back to playing baseball there. I wish I could remember why I was telling that story. Okay. It probably had something to do with giving a call to action.

That actually is hilarious. But anyways, that's funny. What I want you to do is I want you to go around and I want you to give people calls to action. I want you to go around for the next seven days and I want you to tell people what you want them to do.

Okay? I want you to go around and I want you to experiment. Not only with your kids, but also with your significant other. I want you to go around with people in your business.

And I want you to essentially say, hey, listen, here's what I want you to do next. Actually, you can use that language. Here's what I want you to do next. And when you do that, you're going to be amazed by the way that people react to what it is that you're telling them to do.

A lot of times. And if you can even have fun with this. A lot of times, you can ask somebody to do something that they won't normally do or wouldn't do if you didn't ask them and they'll start to do it and then say, oh, why are you asking me to do that? But you'll see them go to start to do it.

So that's what I want you to do. Okay? Here's what I want to talk about next, because this is the big killer that kills people ability to really sell stuff. Okay?

And oftentimes, even will come in with a headline and they'll break somebody's state. They'll do it completely and totally unintentionally. It's amazing what will happen in your business, in your communication, in your influence when you start becoming more on purpose with stuff. So many times, and this is one thing that I noticed and realized in my life, is that I was kind of just flopping around, just kind of doing things and randomly taking action and just going like ignorance on fire.

And because I knew the basis of some things, because I understood the concepts of some things, I was effective and I got results. But it was when I started to become a student and I started to become obsessed with what I was doing, whether it be marketing, sales, just personal development and growth, communication, influence. That was when really, really, really I started to create amazing results. I'm talking about my influence grew, my ability to impact people grew.

Okay? I was able to communicate with people just really skyrocketed. And those of you who have seen me and known me for the last couple of years know that I was compelling before but not at the rate and the scale that I am now. And again, I don't say that to brag or impress you, just to impress upon you that what I'm talking about as far as being on purpose is valid and it works.

Okay? With a lot of people, they can give a little bit of a state break, but they aren't doing it intentionally. And then what they do is they go right from the state break right into the benefits. Okay?

The benefits or they just start with the benefits and that's all they talk about is the benefits of the company, of the comp plan, of the founders, of the ingredients and the product and how great it is. And you know, at the end of the day, people are busy, they've got ADD, they don't care that much. It's your job to get them to care, okay? It's just your job to get them to care.

And this is why if you want to be an entrepreneur, you want to sell stuff, you want to be a marketer, you've got to understand that it's not their responsibility to be interested in what you're selling, it's your responsibility to get them interested in what you're doing, what you're offering, what you're selling. That's the secret. That's the key. And it's about taking responsibility for that and investing enough in yourself and in your skill set, which obviously you're doing right now, to be able to learn what you need to know to do that.

Hey guys, if you're not paying attention, you're on Facebook, focus because I'm about to talk about something right now that's really going to make a difference for you. I like to do… I like to break on a video. Feel free whenever you're doing a video to get people to make sure that they're in peak state, that they are paying attention when you're doing something.

I learned that from Tony Robbins, okay? A lot of times if you're gauging your audience and you're calibrating your audience, especially if you're in a room with them, and a lot of you do want to be in rooms and speak and communicate and influence people or speak on stage or whatever, a lot of times you're not calibrating and gauging your audience. And if you're… If you're not, then most of the time you'll lose their interest.

But if you are paying attention to the skin color on their face, and that's a little bit more advanced, but just often times what you can do is pay attention to somebody's posture. If they're kind of slumping in their seats or they're down on their knees, most of the time they're not paying attention. But when somebody's in peak state and you can see them, you can tell when somebody's focused and engaged, you've got them. You've got them right where you need them to be able to impact them and tell them what you want to tell them.

A lot of times most people go right into benefits though. Yeah. Yeah. So what I want to focus here on is not really the benefits because most of you got that down.

I want to focus on the hook because that's the biggest, biggest, biggest thing that most of you need to learn and understand to really start having an impact. And when you make this one tweak, it is going to revolutionize the results that you get. Let me give you an example. I want to talk about some of our products because it's going to be the most familiar…

It's going to be the most congruent thing that I can talk about right now. We have a product called the Inner Circle. And essentially what the Inner Circle is, it's an audio library. It is a product that I believe is one of the most powerful products that we have.

It's a product that you can download and listen to via our mobile app or via our back office. Audios from random and different leaders who understand influence, sales, marketing, and really can dig into some personal development. Personal development concepts that will change your life. Now that was my first description.

I did that very much so on purpose. Here's the second description that I want you to identify kind of the difference in the message that I'm about to give you. And I want you to see how much more powerful and impactful and influential that this is. So what I'm about to teach you is a weird brain trick that literally allowed me to re-proach, re-program my brain for more health, more wealth, more happiness, and literally absolutely transformed the way that I communicate to people.

Because before, believe it or not, I couldn't hardly put two sentences together. My friend, what I'm about to tell you is something that is game-changing and literally changed my life in a way that I did not expect. And what really happened was I accidentally stumbled upon this kind of weird formula that I'm about to give you. That's really amazing.

It's really not even a formula because you're about to see how simple this is that when you apply it, you're going to be astounded at the results that you get in not only your communication but your wealth, your happiness, your relationships, and everything that happens in your life because what I believe is communication is key and all of your problems and solutions revolve around communication. One day I was on the internet and I kind of stumbled upon these audios. And I downloaded one because I was looking for sales and marketing training because I sucked at sales.

I sucked at selling stuff. And no matter what I did, no matter how hard I did it, no matter how hard I pushed, it just did not work for me because I had no idea how to close the sale. I had no idea how to get people to respond to my message and get them to pay attention to what I was saying. So I downloaded these sales audios and I actually found out what some of these guys look like who are doing these audios and they were just big, fat, bald guys.

I mean, like sweaty. I'm a sales guy. And they were these amazing trainers that just had this ability to be able to communicate. They were funny.

They were inspirational. They were entertaining. It was really weird because not only did I accidentally find them, but I got addicted to listening to these audios. I was almost doing it for entertainment purposes at this point in my life because I still wasn't really selling stuff and hadn't noticed a measurable difference in the results that I was getting.

And one day I was asked to speak somewhere. And I was actually in San Francisco. And I was actually in San Francisco. And I was actually in San Francisco.

And I was actually in San Francisco. And I was actually in San Francisco. And I was actually in San Francisco. And I was actually in…

Not to a huge crowd, but I was actually asked to share a little bit about my past and my story and what I was doing. And I went up on stage. And I don't know if you've ever gone up on stage and you were just… Your heart was beating and your palms were sweaty and your stomach was in knots and you just…

You absolutely were terrified because you knew you were about to absolutely screw this up. And I went up on stage, and I started to talk. And out of my mouth came words that I didn't know that I had. Out of my mouth came stories, and jokes, and just charisma.

I was entertaining. I was on fire. And people loved me. At the end of my speech, I got a standing ovation.

And people erupted like a volcano. When I walked down off the stage, people ran up to shake my hand, give me hugs. They wanted me to give me my business card and my phone number, and wanted to connect with me and learn more about me, my business, what I did, my family. I was on fire.

I felt like Rudy, if you've ever seen the movie, when he was getting carried off stage like I just made the winning play in a football game. And what I realized after I decompressed and calmed down was that the things that I said, the jokes that I told, the stories that I just artfully painted on this canvas for this audience were the same exact stories and jokes that these big, fat, old, bald guys said on these audios that I almost stopped listening to. And at that moment, I realized that I could literally reprogram my brain.

That I could literally reprogram the way that I talk and the way that I communicate and the things that I say and the way that I say them by listening to audios from people who are good at whatever it is that I want to become good at. So what I've done over the course of the last couple of years is I've listened to audios. And I've listened to them just, faithfully, daily, when I wake up and when I go to bed and sometimes throughout the day. And over the course of the last couple of years, I've become one of the most renowned speakers, one of the most impactful and inspirational communicators.

I've spoken on stages of a thousand people and five thousand people. And anytime we're doing an event and speaking anywhere around the country, we can literally command five thousand people to show up because of the way that we inspire and communicate and tell stories and jokes and entertain and connect with people. And they engage and we bring value to people. And I really, really, really can say that I've learned to communicate because I learned to listen to audios.

What we've done is we've taken the best communicators, the best salespeople, the best marketers, the best people at having a successful relationship. And we've recorded them not only live and on stage and live and on calls, but also personal private recordings for you to be able to listen to. And we've put them in a private membership area called the Inner Circle. And what I'd like to give you the opportunity to do right now for a limited time is to take advantage of a low price, a price that I'm going to offer you right here, right now, if you take action of $97 a month or $100 a month.

And I'm going to promise you one thing, not that you're going to go out there and get rich and not that you're going to go out there and get wealthy. From listening to these audios. But my friend, I'm going to tell you that these will transform your life. They'll transform the way that you communicate.

They'll transform the results you get. And they will transform the way that you influence people. You will never be the same again. There's a button below this video.

I want you to click it. I want you to fill out the join form with your name, your billing information and your credit card. And I want you to press buy now. And I'll see you in the back office.

Did you notice the difference between the two pitches that I just gave? One was, hey, the Inner Circle, it's an audio library. It's got lots of really cool audios. They're life-changing.

They're transformational. You should buy them now. And that's what 99.9% of people, it's how they sell. The other was an artfully done headline, hook, with the benefits, with the urgency, scarcity.

I kind of left that out for the most part because it's, I don't like to give false scarcity. And that's the one thing that you have to be careful of is you don't want to be untruthful with people and say, hey, there's only five memberships available when that's not true. So I use this always with common sense. But I gave a real strong call to action.

Here's the cool thing is I've actually recorded that particular video in the Inner Circle sales video. So if you don't own the Inner Circle sales video or the Inner Circle, you can go and you can watch that video. And you can literally watch it as many times as you need to. What I'd also recommend that you do is watch it and buy the Inner Circle because the story that I just told you and how I've been able to become such a good communicator is because I've listened to audios daily.

So that's assignment number two. Assignment number one is I want you to go around and give people calls to action. And I want you to do it for the next seven days. And if you do it for the next seven days, I promise you, it will be so unbelievably not only entertaining, but it will also be so powerful you'll continue to do it.

Number two, I want you to go watch the Inner Circle audio sales video if you haven't already. I want to give you another example because I think these examples are helping. If they are, I want you to leave a comment and say, awesome stuff, this is good stuff, this is opening my eyes to a lot. Dave, you know, good stuff or whatever other comments that you can come up with.

The more creative, obviously, the more entertaining for me to go through and read after the livestream. I always appreciate your entertaining comments. I try to come up with a little bit of artistic comment whenever I can, whenever I go and leave a comment on somebody's Facebook post or whatever. I want to give you another example because I think this is going to be the most powerful thing for you to kind of understand how powerful this concept is of really using hooks in the way that you sell stuff.

You've got to understand that every good marketer, whether you've known about it or not, has created hooks in their marketing that get people to pay attention and buy in and be engaged in whatever their message is. Every single one of them, sometimes they do it and they don't even know it. So let me give you another example. I'm going to give you an example on a product that we have called the 15K formula.

And basically what the 15K formula is, is the 15K formula is, basically it's a video course. And it's got lots of different content and videos and information on a ton of different topics, whether it be getting clear on your goals, or whether it's video marketing, copywriting, solo ads, placing ads online, generating traffic. I mean, it really is kind of the full marketer suite of information that you can literally go through. All at once.

So you can kind of go back and get the information when you need it, whenever you need it, and kind of use it as your one-stop shop for marketing techniques. Because it's really more of a how-to marketing course. I'd encourage you to get it if you don't have it. So, okay, that was kind of one pitch.

And it was not really a pitch, but it's kind of what a lot of people do when they're describing or offering a product or service. So let me give you, let me give you that particular sales pitch with this structure, okay? First and foremost, I'm going to reveal to you here in a second the weird yet true story of how making avocado dip for a party made me triple the amount of money in my business than I had made before. Guys, back several years ago, I was kind of in this phase of my life to where I had been in a relationship with my girlfriend for a little period of time.

We started to build these little social circles and started to get invited to parties. And I was invited to this party this one time, and I obviously wanted to contribute. Because we as human beings just naturally want to contribute things. I mean, we really do.

It doesn't matter who we are, where we came from, what we're doing. We want to be of contribution. We want people to know that we were there, to know that we were there and to be a part of. So I said, Dadgummit.

Yes, I did just say dadgummit. That just happened. Dadgummit. I want to make something.

Good. But dang it. I don't cook. Shoot.

What can I do? Wow, I know. Well, I like chips and dip. So I'll make some guacamole dip is what I thought.

And that was literally as really deep and intellectual as my thought process went when I was going to this party. So I said, I'll make guacamole dip. Because I like chips and salsa and kind of finger food before my meal. So I went into the grocery store and got avocados and just onions and just garlic.

And I was like, Bah. Boom. Just boom. Me make guacamole.

Boom. Boom. Boom. Boom.

And boom. Sat on table. Eat. Enjoy.

Contribution. Right? And I came back at the end of the party. And I looked at the table.

And it was a disaster. But it was also a ghost town. There was hardly any food left except this huge mountain of guacamole that I made that nobody ate. And one of my buddies walked up and I said, Dude, why is my guacamole still here?

It seems as if nobody liked it. And he looked at me and he said, Dude, you're not eating. Dude, you're smarter than you look. And I said, Shoot.

I really wanted to do something cool. And he was like, Well, um, you're still cool. Your guacamole dip just sucked. And I said, Crap.

So it was like the walk of shame. Now I knew and know exactly how the dog feels when he's got the cone of shame. I picked my guacamole up. And walked with my head down back to my house.

Well, lo and behold, another party popped up in the calendar because we were social butterflies. And pretty much still are. And I said, Ooh. Me contribute.

Me want to contribute to party. What can I do? Food. Because I like to eat, of course.

Hmm. But I can't cook. And this is literally as deep and intelligent as the thought process went once again. And I said, Me make guacamole.

Because I'm a man who likes to accomplish things and doesn't like to give up on things easy. Me make guacamole. Because it sucked last time. Me do good this time.

So I went to the store. And instead of just buying avocados and buying onions and buying garlic and oils and just, Ma! Putting them in the bucket or whatever the heck I made it in for the first time. Who knows?

I probably made it in like a five-gallon bucket. Because that's like what I did. Construction for a long time. Everything.

You can mix anything, honey, in a five-gallon bucket. Well, instead what I did was I went and I bought a cookbook. Amazing. Unbelievable.

I don't even know where this, just this, this splinter of intelligence, came from. But I stopped. I found the aisle with the cookbooks. And I went down and I grabbed myself a good old Betty Crocker.

And I took it and I opened it right there in the store. Have you ever like gotten something in a store and just torn it open? Like maybe you needed new underwear. Or maybe you needed a drink or a snack.

And you were like, I'm not waiting. I'm just going to open it and eat it right here. And you did that. And then, security either rushed you and arrested you, or you just paid for it on the way out.

Both have happened to numerous people. But I got the cookbook and I opened it up and I said, hmm, me smart. And I went down and I saw exactly how many avocados that I should put in this guacamole portion. And how many onions?

How many garlic clovers? How many teaspoons of oil? And how much salt and pepper? And I bought that amount.

And I took it home. And put it in five-gallon buckets. No, I didn't really put it in a five-gallon bucket. But what I did do was put it in a bowl.

And I mixed it all up. And I tasted it. And I said, hmm, that's good. For some reason, I'm just on this caveman kick.

Because this is literally the thought process and how deep it was. It's amazing that something this simple and this barbaric revolutionized my business. But it did. And I'll tell you how and why in a second.

So, I took the guacamole to this party. And I put it, and it obviously wasn't the same party, but a new party. And I put it down on the table. And I walked away.

And I watched it. Because I was curious what was going to happen to me guacamole. And what I saw blew me away. I saw people come over and dip it.

And spoon it. And eat it literally. Right out of the bowl on the table. They didn't even bother to spoon it out and put it on a plate and take it to their seat and eat it like decent human beings.

They ate it like barbarians out of the bowl, dipping it with chips. And I walked over, not two hours later like the first party, but 15 minutes later to that table. And that guacamole dip was gone. And I said, what is the difference between this experience that was unbelievably results oriented and gave me this amazing, amazing result and the first experience that was literally resulted in the walk of shame home.

And I thought about it. And it was very simple. It was very obvious. But I was not being that smart and didn't catch it at first.

And later on that day, it was almost like a light bulb went off in my head. I said the reason why that happened was because I followed instructions. The reason why that happened was because I had a manual, a recipe book that I could follow to teach me and tell me exactly how many of each ingredient that I needed. And I followed it to the table.

And I followed it to the T. And when I followed it to the T, I got this amazing result. And my previous guacamole was not the only thing that was suffering in my life. I was also really struggling in my business.

And I was kind of flailing all over and just taking random stuff and just throwing it in five gallon buckets and mixing it and going, why am I not getting results? And I looked at what I did with that guacamole and what I was doing with my business. And another light bulb went off. And I said to myself, I don't have a recipe book.

I don't have something that regardless if I need it now or later, I can lean on and rely on to give me the step-by-step instructions that I need to take the information and know exactly how much of what I need in any particular situation and do just that to get a result. So what I did was I started to create these recipes in my business. And any time that I did something successfully, I documented exactly what I did. And I started to follow those things and those things only.

And when I did those things and I really kind of focused them and dialed them and simplified them down, it became a recipe. And every time that I did it, I started getting results. Whether it was making a video, whether it was writing an email, whether it was writing a sales letter, whether it was shooting a video, a sales video or a blog video, whatever the case may be. And every single time I followed that recipe book and I got an amazing result.

So what we decided to do here at Empower was we decided to make a recipe book for marketers because we understood that so many people coming into the business for the very first time had no clue what they were doing. They didn't know how many onions they needed. They didn't know how many avocados they needed. They didn't know how much oil they needed.

They didn't know how much salt and pepper they needed. They didn't even know where and when to mix the guacamole whether it should be in a bowl or a five gallon bucket. So we told them exactly what to do with each particular thing in their business. Whether it was shooting a video or writing an email, whether it was doing paid traffic or finding out where traffic is, whether it was getting and buying solo ads, whether it was understanding how to create a clear business plan and getting clarity in your business so you know what it is that you really want to do.

And we created something called the 15K Formula which is essentially a recipe book. That you can go through the entire thing all at once or you can go to it when you need it. Whether you need to know how to create a compelling video or you need to know how to write an email at any particular time, you can go in and watch that specific module and have a specific recipe that you can use to be able to do what you need to do in a way that gets massive results. So here's what I want to invite you to do is become an exclusive member, an exclusive member of the 15K Formula.

We're offering a price right now and I can't guarantee that that price is going to be available forever. I can't guarantee that that price is going to be available forever. However, this is what I can guarantee. It's available right now, right this minute, when and if you take action.

So here's what I want you to do. I want you to click the video or the button below this video. I'm a little dyslexic today. The button below this video and I want you to go to the join page and I want you to fill it out with your information, your billing information, your credit card information.

And what you're going to discover and what you're going to have access to when you click that buy now button is a recipe book for your business that's going to allow you to have a clear game plan of what to do no matter what it is you want to do in your business. My friend, I'll see you on the inside. Boom. Now, obviously, that was 10 times more compelling.

Okay? And I followed this outline. If you're just popping up, obviously, you can get the replay. But it's headline.

It's hook. The hook is the story. It's the benefits of the product, whatever it is that your product is going to do for the person. That's what benefit means.

What is, if you buy this marker, this marker going to do? It's not going to be a marker in a plastic case with this nice black end with a beautiful cap. The benefit is that it's going to allow you to write. Okay?

That's what a benefit is. Okay? A benefit is not, it doesn't have anything to do with the thing. It's not, hey, dude, look at that awesome car that's going to sit in the driveway and look awesome.

It's, dude, that car, when you get in that car and you press even a little bit on that gas, that thing is going to accelerate and throw you back in that seat unlike anything that you've ever felt before. And that's going to get you from point A to point B in a way that no other car can do. That's a benefit of an awesome car. Okay?

So you want to show the benefits. Give them some sort of urgency of why they need to act right now. Why do you need to buy something right now? Well, the reason why you need to buy that car right now is because it's so awesome that people are running to the dealership right now to buy it and they're literally flying off the lot.

So you, I'm telling you, you better buy that car right now or else if you come back tomorrow, it might not be here. I just bought a brand new car. I'll probably post it here in a couple of days. I've got an awesome story about it.

But, I bought a new Range Rover the other day. 2013 Supercharger. Just unbelievable. Just the most epic ride I've really, really drove in in a long time.

And I was down in Miami in an Audi R8 V10 just just killing it in Miami. But, this Range Rover is like 10 times cooler. Massaging seats, heating seats, cooling seats, heating steering wheel. I mean, you literally don't even want to sneeze in this thing because it's disrespectful to the car and how cool it is.

Just, and it's supercharged. So it's got more than 500 horsepower. Anyways, I saw that to say that I was on the lot and these things are literally flying off the lot. There's only like, there's like a 14 month waiting list for them kind of all over the country right now.

You can't get one unless you put your name on a list and wait for it for 14 months. Somebody had, somebody had ordered it or something and it came and they didn't want it or whatever the case may be and they didn't know how to sell stuff or maybe they couldn't pay for it. I don't know. But, I was talking to the girl and there was like literally only a couple of Range Rovers on the dealership and basically what she said was listen, it doesn't matter if you buy this car right now because the bottom line is if you don't buy this car somebody's going to likely come by either tomorrow or by the end of the week at most and buy this car.

So, what I'd like to do is just kind of show you some of the features of this car, take it for a test drive, see if you want it and if you don't, like totally cool, let's just part ways and still be friends because I'm going to get ready for the next person who's going to buy this probably in the next 24 hours. She created urgency. She created scarcity with me. And not only, and that's not completely why I bought the car, but I mean, one of the first rules of being able to sell stuff is you've got to understand and learn the process of buying stuff.

You've got to make yourself susceptible and I know that sounds funny but you've got to make yourself susceptible to actually going through the process of buying stuff. You've got to understand what it feels like. You've got to sit there and watch somebody who knows and understands the dynamics of selling stuff and let them sell to you and enjoy it. If you've ever noticed the people who whenever somebody starts selling something they go, oh, another sales pitch.

Oh, here he goes again selling stuff. There are a lot of people and they're always broke. And I don't mean that disrespectfully because listen, we need broke people and we need people who are skeptical because if we didn't then everybody would be like gun ho and motivational and inspirational and the world would be boring. Why do you need inspiration?

Because the world is filled with boring, mediocre people who try to steal your dreams so you need to attract and be involved with people who are inspirational because they feed your spirit and keep you going. Right? So you need those people in life but one of the reasons why, one of the reasons why, you know, people do things in general is because they've got a compelling reason to actually take action on it and make a move and do something and buy something. There's urgency there.

There's a call to action. This structure, this formula, anybody who's successful uses it. And anybody who's successful and sells a lot of stuff uses it well. My friend, I love you.

I appreciate you. It's been really fun to do this kind of stuff looking forward to doing more of them and I just want to tell you I appreciate you. I'll talk to you soon. Bye.

It's still going, Steel.