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yo what's up you beautiful people in this video I'm going to be doing a deep dive with the one and only Christo about what he believes to be the five core Essentials that you must Master to grow your freelance business especially if you're creative so you want to stick around for that let's jump right into it just to contextualize a little bit more of the discussion so people can follow along you've kind of titled these five core Essentials which is what's going to be discussed throughout the video and I'll list the top five the five and then we'll talk about each one individually the first one is buying psychology the second one is sales psychology third is pricing psychology four is irresistible offer and number five is attraction marketing many of these terms may be interchangeable in our sphere or in business so let's start with the first one buying psychology what is it and what do you exactly mean when you say this is a core essential to Growing your create a creative freelance business what is buying psychology well a lot of people have a problem selling to other people probably the reason why they have a hard time selling to other people is because they don't really understand why people buy what motivates them what they're trying to achieve in their life they think it's about receiving a service and paying a price for it  they're missing the entire Point most of us are motivated by different things now I think it's a relatively modern concept that Brands exist and the reason why is because for a very long period of time in human history we barely had enough our main focus was on Survival so we didn't have a lot of choices if there was food to eat we would eat it and we would eat as much as we could because we didn't know when our next meal was going to come so fast forward into the 20thcentury now we have industrialized farming and we are increasingly becoming wealthier as individuals the median income and the ability to acquire food is a lot easier and mass-produced goods and so now we have a thing called choice so this is where it gets really fascinating and so now when we can choose multiple options there's many alternatives to what it is that you buy we start to ask ourselves why do I prefer one pair of shoes over another they both will cover my feet they'll get me from point A to point B but there's got to be more here and so companies started to figure this out and this has been probably the last 100 years that this has been going on maybe a little bit longer than that I would say in the last 50 years this has really come to ahead because all you have to do is go and search on Amazon type in the word brand and you're gonna see probably hundreds if not thousands of books with the word branded it somewhere so what is it that we're doing well why do we pay more for something when a cheaper alternative exists why do we do that are we crazy what is happening is when we buy something it says something about who we are our beliefs our values our preference our taste but it's allowing us to join a tribe of other people who buy the same brand and we see each other like we get it oh you're that kind of driver you're an Audi driver you're a Porsche driver you're a Mercedes person so we're signaling to others with the symbols that we put on our body the things that we get into and drive and the things that we wear around our neck are I I wear our our jewelry all those things signal somebody else this is who I am so we're searching for meaning and we're trying to form our identities and so when we start to understand that we might sell a little bit differently what I'm saying is what you think you know about what motivates people is probably wrong and when you start to understand what motivates people how they buy why they buy looking at it from the customer's point of view it'll give you an entirely different Insight I'm curious when we understand buying psychology the way I understand it is there's two sections there's the internal you and your business and the external which is the customer and you said a lot about why are we motivated to buy that's on the customer side I'm curious if I'm a freelancer right now listening and I'm trying to improve my business to attract that customer to be motivated to me what is one thing that I could focus on whether that's enhancing or improving or studying to make sure that I'm a more appealing business to that buyer and that buyer psychology yeah there's a very simple fundamental concept that you need to understand that user experience designers have understood for a long time now which is each person is motivated to achieve something so they exist in their care reality and they're trying to get to their desired reality or their desired future State there's some tension there's a barrier there's a gap between where they are and where they want to be when you start to understand that then you start to feel their pain and what motivates them again so you want to reduce the pain and you want to increase the gain and if you provide a bridge between their current reality and their desired reality it will do really well the problem is that many businesses just think about what it is they want to do and they don't really understand the market at all they're really good at problem solving not great at problem finding or seeking any solution isn't good or bad it depends on the problem the person's seeking it and this is what's really important to understand soask yourself who is it that I'm trying to serve and the first step I would say is try not to serve such a big and Broad Market you need to narrow it down and it feels very counter-intuitive to say like so to get more business I have to reduce the possible customers that will buy from me and the answer is emphatically yes you must do that because it must be clear in your mind who this person is and the clearer you are the more likely you could predict what it is that they want what it is that they need what motivates them where they're feeling a lot of pain and resistance and where they're going to get a lot of joy and fulfillment when you understand that the solutions start to become a lot easier we got to train our mind to look for problems two things here number one I thought I was the rapper you said reduce the pain increase the gain that's just right that's fine reduce the pain increase the gain by knowing your audience specifically very well and then finding the problem that you can best solve I'm gonna take a rabbit hole here because I already know that the listeners are probably fuming at something you said because even early on in my career when I first started being mentored by you this concept of making your audience smaller as a multi-hyphenate makes me just pissed off and I understand the importance of it the less people that I can serve the bigger the problem I can solve for them and the more clear I am in presenting myself what can a person that's listening right now do to overcome this like limiting belief belief of like I'm not gonna make a lot of money if I don't serve a lot of people I have a simple response to that if you're watching this if you're listening to this somewhere it means that you want to improve your business you want to work less and make more money and spend more time with family and the kids if you have some and if it's working for you you  probably would not be listening you'd probably be where I'm at which is teaching so if it's working don't change anything a lot of people get upset at me because they're like no Chris you don't know what you're talking about I'm like well what evidence do you have that what you're talking about works and all you have to do is look at your balance sheet you got to look at your progress the team that you have and the amount of joy you have in your life now if everything is going great you don't need to change I say that seriously I'm not trying to like throw any shade on anyone for the rest of the people who are like you know what I've hit a certain plateau in my business I did two hundred thousand dollars last year in the five years before that and in fact our profit is shrinking because my costs are going higher what is happening Chris okay I'll give you some simple analogs for you to see if you you can follow the logic sorry to interrupt if you're enjoying this video I just want to let you know I'll be leaving some information about an upcoming European Workshop tour inthe description below go check that out because I'll share this and so much more I try to be very evidence-based on my thinking so there's this gut that tells us what to feel and oftentimes we mistake that gut feeling as like logical evidence-based thinking critical thinking if you will let's just say you're trying to help me out and you're an executive assistant a highly paid one and I say go to the store and get me something to eat and yeah cool you run in there and then you start to realize there are too many options salad bar Soup Bar a rotisserie chicken steak you don't know if I'm vegan or dairy and you think maybe let's grab some snacks and then you walk down just the aisle with water and there's 45 different kinds of water alkaline neutral Smart Water it's just too many different types and nowyou're exhausted you're like oh my God it's my first day on the job I'm gonna get fired and why is that and this could have been avoided had you just stoppedinstead of running into the store likemost people do and saying to me me Chriswhat is it that you're in the mood forare you on a diet are there anyallergies or any preferences for foodare you on a calorie restriction is thisjust for now or for later does this needto be refrigerated what is going on tellme some of your preferences tell me someof things that you just cannot havebecause it's going to send your bodyinto shock quite literally so we startto understand this and if I start to getvery specific with you what happens isyou're reducing the kinds of thingsyou're going to explore and you're goingto be able to narrow it in really quickI might say to you I'm looking forsomething fresh something very light Ineed more greens and fiber in my dietwith a little bit of clean protein andnow you know you can eliminate 99 of thestore and go straight to probably thesalad bar and put something together forme you can see that right and even inthe salad bar if it's a good one there'sa lot of options out there okay so weunderstand this now and I used to dothis with my students I used to say inin my storyboarding class class go outthere and get a leaf for me and we'regoing to draw a leaf and then we'll justrun out and then where you guys goingwhat if the leaf I want you to a drawdoesn't even grow in California what areyou doing so the Instinct the Instinctand I think this if we're to find faultis a byproduct of the education systemthat most of us grow up in which isrewarded for answers were not rewardedfor questions whoever raises their handsfirst gets the gold star moves up in theclass sits closer to the teacher evengets a little note Little Johnny or Maryparticipated was first to volunteer Ilove this good job and look at who getspunished teacher I'm not clear about theinstructions teacher why do we do thiswhat is going on here can you explain alittle bit more I don't have time forthat right now it's a great question butyou know the class is over an hour wegot to get through this so over timewe're attuning our mind and our thinkingto give answers really fast and that's aproblem I hope that makes sense Mo itdoes and it's it's flaring up just if Ican share something that you've had toalmost pound into my brain over the pastfour years which and I'll use theacronym that you I think you develop forFocus but like follow one course untilsuccessful I remember the first threeyears of the the business my shinyobject syndrome as I got you knowexposed to you of like oh I likebranding oh I like graphic design oh Ilike logo design I was originally avideo production company and now we're avideo content marketing company sosimilar Niche just a different way ofexecuting on it but I remember just thechallenges even operationally as abusiness outside of just your idealaudience person of just every time youjump you're almost having to create newprocesses and systems on how to do thisone thing so this argument of not beingfocused even inside of your businesscreates complexity and I don't know whocoin is but like Simplicity scales fancyfails right this ability to really knowwho you're talking to and being able togo to that supermarket and be likehere's what they need and here's theproblem that I solve makes a lot ofsense it took me way too long so I'mexcited for those that are listening tomaybe like don't fight the fight Chrisalways tells me just do what I say anddo it with faith and full belief not thebest at it admittedly so be better thanme if you're listening right now and I'mstarting to realize Chris that thesemaybe they're not linear but they seemto follow into each other so you startedtalking about the process in whichyou're having to ask somebody a questiononce you know who you serve and theproblems you're trying to find and solvewhich I think leads us pretty smoothlyinto sales psychology which you touchedon a little bit so what is salespsychology what do you mean when you saythat term this is the second coreessential yeah before we go in there MoI want to do a couple different thingsone I want to credit who I heard it fromwho didn't invent it either but theperson who said focus is follow onecourse until success is Aaron Petersonand he told me that I think six or sevenyears ago when we first hung out andit's it's a great way to remember theword Focus but focus is about limitingdistractions it's about concentratingyour energy your power your mind intoone little thing I don't know about youMo but when I was a kid I was likemarveled that a piece of glass can setfire like it can create a fire literallyby harnessing the power of the sun myyoung mind could not understand it backthen my adult mind can understand now soI'm standing out in the sun but I'm notcatching on fire but under a piece ofglass that looks just like every otherpiece of glass for some reason I cantorch an ant if I wanted to or I canburn a leaf or a piece of paper andquite literally set it on fire so wetake the power to sun which is verypowerful and we concentrate the lightenergy that is transmitted to us on adaily basis and we focus literally quitefocused that power the light into onesmall surface area and by doing thatwe're able to start a fire and so inAlan dibs book he said a thousand wattlight bulb will illuminate a room that'sa very bright light but a thousand wattlaser will punch a hole through steel sothis is the power of Focus right andsomething that I've learned in in mylife is that whenever I get an opencreative brief which we all dream ofhaving where the client says do whateveryou want until you actually start to dowhatever you want because then there's amyriad of options and you're like oh wowI'll do something photographicillustrative something modern orsomething classical maybe modern classicis what I want and you wind up spinningyour wheels and it's very stressinducing versus a client says I want aclean modern design that's notfigurative I just want it to be purelytype based and my favorite typeface ishelvetica and let's only use threecolors and you might first hear thatlike this is terrible there's too manyparameters what if I wanted to use caston or some other typeface in fact as adesigner having such a clear briefallows me to focus my energy and explorethings that fit those parameters andallow me to play and most people whoteach design understand this a greatbrief requires checklists and parameterswhat it must do and what it should bewithin too many checklists and itbecomes stifling two open parameters andwe don't know what to do and everybodycomes up with something wacky anddifferent so it's a combination of thatDr Holtzman who I hired periodically toconsult me to teach better said it'slike a parabolic lens all the energythat goes in gets redirected back out inone general direction and so this is thepower of focus we can predict whatpeople want we can write copy we canchoose the right tone of voice and speakabout the right benefits to the personversus like trying to figure out whateverybody wants so goodforeign. what is sales we all have the wrongconcept of what sales is what I foundhelpful to people to remember sales asan acronym service ask listen empathizeand summarize notice in sales the wordsales is not in sales at all it's notgiving a big old presentation it's notmanipulative it's none of those thingsso let's begin at the beginning sir whatdoes it mean to serve someone it's totemporarily put on hold your own needsand wants and be of service to othersand when we think about this there'ssome element of self-sacrifice in hereif you think about people who haveserved we think about the military whereyou're literally going to put at riskyour life for bigger more noble causeand there's great pride in saying Iserved with this unit or thank you foryour service and what that means isyou're going to spend the time to learnwhat it is that your clients want wherethey failed before what it means forthem to succeed what's at stake if theyfail these are very important things foryou to think about before you even beginto take any action whatsoever this willlead us to next letter which is a andthat's ask the best way to sail is toask really smart calibrated questions touse Chris voss's language and neversplit the difference and I want to askan open-ended question in Kevin Daleywho writes about this in Socraticselling he calls it the socratic openwhich is to ask a question that primesyour prospect into thinking about whatit is they want to achieve one way is tosay so what's on your mind this is aMichael bungay stand your opener when aprospect agrees to meet with you theyhave something on their mind well itmeans what's on my mind is I think youhave a solution for potential problemand I'm trying to find a fit I'm justwondering if I have the right problemfor you if you have the right answer forme and if I should spend this money withyou a different way of phrasing this andthis is what you all want to work onbecause you don't want to sound like arobot you don't want to sound like aperson that's reading a script or doingsomething that's very templatized youcould say something like let me ask youthis question why are we having thismeeting and then they'll tell you what'son their mind there's other questionsthat you can ask what is a big problemin your business that you haven't beenable to all that you'd like help withnow again you think this is too open butit's not because they've already agreedto the meeting they've alreadyself-selected what they think theproblem is when they give you a hint asto what the problem might be resist thecompulsion to immediately solve theproblem what you don't know yet isthey've just presented what they thinkthe problem is and like that good doctorwe gotta put our finger on the pulse alittle bit and take their temperatureand see what's going on like heartrate's well okay I'm feeling a littleheat here I'm seeing some other symptomsbefore we get into the solution let mejust ask you a few more questions tomake sure this is correct and by doingthis you're walking them through yourown thought process and they're going toarrive at a place so instead of youconvincing them they're going to getclarity on what the problem is and whatthe potential solution might be there'sa lot more questions that we can askonce we start to understand theunderpinnings of why we're asking thesequestions I feel so honored that I'vebeen able to have this conversation withyou in different seasons of my lifeparticularly different seasons in mybusiness because in the beginning of mybusiness 100 I was Green behind the earsand this concept was very sexy to mewhich led you know leads you down therabbit hole of value-based pricing andpeople come to the conclusion of likewell I can charge more for my serviceswhich is true but I want to add a caveathere your ability to achieve the a insales which is ask these questions thathelp the client to think is 100predicated on the first s which isserving and putting your needs on holdbecause my reaction used to be well I dovideo surely the foregone conclusion isthat the the solution to the problemthat you're presenting me is going to bevideo that's not putting my needs onhold one thing that I had to become veryokay with was the solution that I helpedthem come to or that we believe is bestfit for what they're trying to do maynot be my service and I think in theearly stages when hearing these Conceptsand teachings that you talk aboutbecause you talk about sales in a verydifferent way it's very hard to wrap myhead around like well they're on a salescall with me they need what I have butthe more I ask them questions like itseems like you need something else evenbefore working with me how can someonecombat that feeling to not like forcethem a sale if they're really good atasking these questions and theyrecognize I may not be the best suitedsolution for what you need right now youhave to ask yourself what kind of personam I what kind of company do I want torun how long do I want to play this gameif you're committed to doing this onlyfor three to six months well you'regoing to get as much as you can andyou're gonna run it's going to be asmash and grab situation and you'regoing to rob your client that won'tsolve their problem and ultimately notserve them at all and then they wonderwhy they don't have a business in seveneight months so your mindset determinesyour actions and your actions determinethe relationships you're going to havewhen we talk a lot about customerservice what we don't understand is whatcustomer service really is you'recreating a memory for a person that iscustomer service this is why Nordstrom'sis still in business today because theyhave one of the most generous returnpolicies anywhere that they don'tprioritize lower prices they prioritizebetter customer service this is whyZappos was sold to Amazon for billiondollars when they sold the commoditywith fairly low profit margins becausethey prioritize customer service what isthe memory that you're creating when youcan understand this your relationshipswith the people that matter in your lifeyour friends and your family with yourparents with your teachers with yourstudents and especially your customerswill change it's a mindset Thing mo it'swhy we call it sales psychologyoh hey you're still here I'm gladbecause I want to tell you about ourupcoming future Euro Workshop tour thatI'm going on starting in April in sevendifferent cities I'm super excited toget back and seeing people in real timein many ways this is the stuff that theyshould have taught you in school butdidn't so it's like business schoolconfidential made for Creative people soif this interests you please pleasecheck out the link in the descriptionbelow I hope to see you sometime soonI'm putting myself in the shoes of aperson who's just starting out hungryneeding to make money some of this mayfeel conflicting I was like dude I needto make some money everyone talks aboutlike closed mouths don't get fed youneed to sell I really feel like you arecreating like a paradigm shift thefilter you need to ask yourself for myunderstanding of what you just said evenif you're early on it's like who do youwant to be what business do you want torun as you grow you may not be the oneon the front line selling the foundationthe values the experience that you setis going to permeate throughout all ofyour sales reps throughout your team andthen how they run the company companywhile you whether you be a Visionarywhatever that may look like is going totranslate to the end consumer I justreally really love like don't think inthe short term and that can bechallenging and I think the best way tofind yourself looking really far aheadis asking that which I think is a toughquestion who do you want to be likethat's like philosophical and big but Ithink that's the first step in youreally developing not just what kind ofbusiness you're in but the values thatyou're business honors I'd love for youto move forward with the rest of theacronym unless you feel like you'vecovered it well no no I'm not ready yetlet me tell you a couple other thingsokay it sounds like it's a difficultdecision to make but it really isn'twhat is the point of having ethicsmorality if you don't ever act on themI'm not asking you to change becausesome to be someone else I'm asking youto think about who you are as it relatesto who you want to be how you act ifit's consistent with who you are bringsyou Joy what sends you into the land ofguilt and shame is when you act outsideof who you think you are this is areally critical thing Jordan Petersontalks about this is every time you'reasked to make a decision and you feelweak it's a sign that you're going to dosomething that's against your corebeliefs so he says find the courage toact in this moment of weakness what kindof relationship do you want to have inthe life cycle of your business now youmay be shocked to know this or to hearthis I work with someone today that Imet when I was in my early 20s when theywere a tiny little eight-person companyand there were 400 person company todaystill have a relationship call eachother on the phone because it began froma place of mutual respectprofessionalism understanding andsomething that grew Beyond just this isa transaction and this is reallyimportant are you going to be a serviceto other people are you going to beself-serving if you can get number oneright all the other ones fall in line ifyou screw up this idea of servitude andbeing of service to other people thequestions that you ask will be differenthow you listen will be different youwon't empathize at all you won't eventhink about summarizing because youdon't even understand the other person'sproblem so first is to nail down theserve mindset to be of service to peoplefollow it up with asking open calibratedquestions really spend the time tounderstand and there's more questionsyou're going to need to ask you don'tjust open and then walk away the nextletter is L and it's for listen activelistening is very different than how wesee people listen today most people juststay quiet long enough so that they canformulate what they want to say next andyou've experiences you and I haveexperiences when you're talking tosomeone and their eyes drift a littlebit and you can see that they're notreally here they're not here in thismoment physically they're here butthey're not present they're thinkingabout lunch they're thinking about asmart follow-up they're thinking aboutsaying something that's going to impressyou let me contrast that with the waythat I do podcasts I do some very lightinitial research about this persondepending on who it is I might have todo more research because I want to havesome understanding of who they are I askthem to introduce themselves and to tella little story and then so theconversation begins and I might have awhole list of questions I want to askthem most of times I never even look atthem again because whatever they areabout to tell me is a clue to me what isis important to them if you ever look atmy notepad after a podcast interviewyou'll see there are like eight pageswritten on both sides words rabbit holesthings I circle like things I draw anarrow to just say follow up on this orthat's a good hook underlining somethingand what I'm doing in that moment is I'mtrying to relive the emotion with themthis leads us to empathize so yeah youask good questions you listen but ifyou're a robot and you don't feel thiswith them there's going to be a sense ofDisconnect in Socratic selling KevinDaly says this in order for us to get tothe future we must go to the Past firstdespite the name of the company in thepodcast we do need to revisit the pastbecause what we're trying to do is wewant to close a sale in the future wewant their money in the future and werush to it so when you empathize itmeans like tell me how you failed in thepast and what did that do to yourbusiness and what the client's doing isthey're reliving the painful moment withyou once again and they feel it and youfeel it and you're getting valuableinformation the last time the personpromised this and didn't deliver lasttime when I called them they werenon-responsive last time they promisedthree solutions they gave me one itwould behoove you to present to them asolution at some point that addressesall of these concerns this becomes yourmarketing copy so there's only one thingleft to do it's the last s in sales andit's not to sell the last S is tosummarize here's what I heard you saydoes that sound right is there anythingelse and once you get a completeunderstanding of the problem and apotential solution you're going to closewith a hypothetical question and itworks something like this if you saw aproposal that did X Y and Z in X Y timefor Zed price would you be interested inmoving forward at this point if you'vedone your job it should be a smootheffortless yes not to get too gross butit's like you had a lot of prune juiceand it's just efforts As you move itmovement right at that point you saywell if I put a proposal in front of youat the close of business day is thereanything else that would give you pausein terms of moving forward and we askedthis question because people get intothis thing called buyer's remorsebecause there's so much Rapport buildingand they feel so guilty to say no andthey're going to start to think about isthere any other reason why we wouldn'tmove forward is there a partner thatneeds to consider this are there paymentoptions that they need to talk about andthen they'll bring this up to you andit's a brilliant way for you to say okayI see before I go do the proposal youneed flexible payment terms and there'sstill one nagging concern that somebodyelse is going to bring up and it's thisthey'll still be concerned about XYChris and that's when you say okay sowhat might be a solution to that and youactivate them to help you solve this howmight we solve that and then theydesigned a solution with you andsometimes you can't deliver and that'sokay and it's good to know if you can'tdeliver you need to ask another questionis this a deal killer is this nothappening contingent on someone beingable to say yes to this and then afterif they say yes it's a deal killer thenyou should say and if you can't deliverthat's unfortunate it's the one thing Ican't give you most people hide behind aproposal they're not willing to havethis conversation up front so they do alot of work on the back end to prepareincredibly well-crafted proposals thatthe clients a don't read skip to thebottom line and say this is not going towork for me to quote Blair ends theproposal isn't the document that yousend it's the words you say the documentis just a receipt for the words even ifyou don't close as often as you'd likeyou've at least now save yourself a lotof work and heartache one of the mostdifficult things to do in mostEnterprises that provide highly bespokecustom Services is the proposal writingprocess if nothing else I've saved yousome time from doing unnecessary workfor clients who are not ready to buy andI think that's worth somethingForeign. if you're having a hard time gettingcustomers to buy from you you got tounderstand pricing psychology in thisvideo we're going to break down thescience behind it and a key method todoing it effectively to increase yoursales the third core essential out ofthe five is pricing psychology so atthis point you understand the Personathat you're serving under by yourpsychology you understand how to handlethe sale and we are easing into what Iwould assume is what's the investmentwhat do you mean when you say pricingpsychology and what do we need to knowabout it there's a lot of debate aroundhow to price and why we price the way wedo a lot of it comes from an old model Ithink it's an industrial model wherethere are Factory workers in an assemblyline making stuff and we measure theamount of value based on the time oreffort that we put into something andthese are very old Concepts it's labortheory of value which is things in themarket the free market it should be onlypriced as much as the necessary labor tocreate it and that's kind of usuallyclosely associated with Karl MarxMarxism so people who look at Americanswith stain say you're you're capitalistand this is peer greed because you'recharging more for something than thenecessary labor to produce it but itdoesn't explain human nature and why wepay more for Fendi Prada Gucci LouisVuitton bag a pair of shoes you don'tunderstand that there's a gentleman onTick Tock what he does is he buys luxurywallets and bags and then he goes todeconstruct them all he rips them apartbecause he's a leather crafts person sohe'll say this is a good top grainleather this is really horrible I hatethis coating and then he burns it doesall kinds of things and he says okaybased on the components this leather isworth this it tells you what the marketprice is for and then he tells you howmuch with the necessary labor to produceit and then it adds in a little bitextra for profit so he says this walletsells for 3 500 but really the fairvalue for this is 275 dollars so he'sreinforcing this concept that theleather only costs so much and the laboris only worth so much and if you canonly add in a certain amount of profitWhy Pay More this is a fundamentallyflawed concept because what he's done ishe's failed to understand by herpsychology this is why we do it in hisorder mode it's because when I buysomething I start to form my ownidentity Annie aleppa said how you spendyour money is a vote you cast for theworld you want to live in okay let'sunderstand this now I'm gonna pick on aneasy target let's talk about fashionmost people think it's cars that aredestroying the world there's plasticbottles or other kinds of things but thenumber one polluter in the world now isthe fashion industry so it used to be inancient times I'm just talking aboutlike 150 years ago you would probablyonly own a few pair of clothes and you'dwear them all the time you take goodcare of them you'd clean them and if itbroke he would fix it and then somethinghappened there was an ample supply ofcotton mostly coming from the southernplantations in America so cotton wascheap and so now they can make moreclothes and then what we do is we fastforward to today we have somethingcalled Fast fashion from Brands like h mZara and other like it and what they dois they churn over an incredible amountof goods that are being transported fromcountry to Country for fabricationbecause it's the cheapest way to do thisit's not only using Arbitrage tounderpay people to make Goods but it'salso creating a huge carbon footprintthe cotton is grown in one country it'sshipped to another country to beprocessed into fabric then they ship toanother country for fabrication and thenit shipped to another country fordelivery and for sale so we're talkingabout a lot of things moving around inorder for you to have a shirt that'seight dollars and an eight dollar shirtas I witness falls apart almostinstantly in one wash and so they don'treally care the price of goods now havebecome so cheap it's actually cheaperfor you to buy the new one than just tohave it professionally clean which isridiculous and this is not to mentionthe amount of clothes that they don'tsell and just go into the garbage nowwhat we are asking ourselves is why dowe want to buy this versus why do wewant to buy something that's made reallywell a high quality garment that's goingto last that we're going to wear morethan eight times that's the averageamount that people will wear a garmenteight times I believe so we're able tobuy something that lasts longer we'llreduce our footprint but we'll have topay more for it let's get back to thewhole goods and pricing psychology herewhat you don't understand is people wantto pay more for something you just needto give them a reason to this isfundamentally going to upset a lot ofcreative people because we think what wehave is a commoditized service andyou'll see in the comments on the logovideo how people are so quick to jump ontheir own grave and say screw that guyfor doing the logo for eighteen thousanddollars I'll do it for 400 I'll do itfor 25 and it's a race to the bottombecause they think people are motivatedby the lowest price but what we need todo because I'm like an evidence-basedthinker is to go and look in the realworld to see how you spend money and toreflect on that so that that informs howyou should sell as you can tell I'mnearsighted Mo are you I actually don'tknow I don't think so you do wearglasses uh no okay so you're not youhave good Vision then yes so I amnearsighted okay that means I cannot seefar and now I'm getting old I can't evensee near either so we got all kinds ofproblems welcome to midlife midlife babymidlife here we go if I want to havecorrective surgery like the Lasik I cango to the mall and get it done I can goto another country South America I cango to somewhere else or do I want totrust my eyes to some place that isreputable that's clean that might bemore expensive than the discount rightand I keep thinking about this do I wantto buy discount bottled water or do Iwant to buy premium bottled water andyes you might say well easy for you tosay you're in a place of privilege and Iaccept that I am what creatives oftendon't understand is when you pricesomething low it signals to their clientsomething and we can get into that andwhen you price something High relativelyspeaking it signals something totallydifferent I'm going to give you some ofthe answers now in the workshop we'll dothis a little bit differentlyif you're enjoying this video I justwant to let you know I'll be leavingsome information about an upcomingEuropean Workshop tour in thedescription below go check that outbecause I'll share this and so much morethat's it let's go back to the video ifyou meet with two firms or let's saythree firms one has a high price one hasthe mid price one has a low price thisis why things are triple bid oftentimeswe will not buy the lowest price we willfeel like the highest price is toopremium we don't need we'll pick the onein the middle it's like Choicearchitecture so we understand that rightlike when you go into Apple site do youbuy the most cranked up MacBook Pro orthe most cranked up version of theiPhone or do you want usually buy theone in the middle like I don't want thebaby one because you know I'm betterthan that but I don't want the extremePro extra large with 2 000 Megagigabytes of memory either with the M2Max Pro chip or whatever they're callingit these days it's too much so weusually pick the one in the middlebecause what we understand at this pointis we're contextual thinkers it's veryhard for us to make a decision absentcontext is this room hot I don't know gooutside was really cold outside this isnot that hot it's actually reallycomfortable you know it's the Goldilockssyndrome Goldilocks doesn't know whichbowl of porridge to eat until she tastesthree bowls apart she said this one'sjust right so what you're trying to dowith pricing is to be just right so oneof the things that we're going toexplain to you is why you should providethree options if you want to make moremoney just provide three options a lowcost or ideal cost and a premium costand there's way to structure this bydoing so you no longer invite the clientto bid someone else if you give them oneprice there's no contacts so I'm goingto call to other vendors and we'll getinto all these Concepts and one packetfor you and help you to understand a keyconcept there's no such thing as acommoditized service or product there'sjust a lack of imagination there's aquote from Ohio Miyazaki one of the mostcelebrated Japanese directors who'vedirected Spirited Away which is realityis for people who lack imagination ifyou believe you're a commoditizedservice or product that you're sellingthen you just lack imagination that'sfrom Ron C Baker his book implementingvalue pricing and they're examples ofthis Alex from Rosie talk about this inthis book 100 million dollar offerswhere he's like what are the uses of abrick like we can go to one of thosehome improvement stores and buy brickand bricks are not expensive if we saywell we have a supply of bricks what canwe use it for you can use it as apaperweight you can use it as the doorstop a lot of different things you canuse a brick for and you go through thisexercise in our Moses book youunderstand how used brick determines thevalue of the brick and not all bricksare created equal so don't be a brick Iwant to leave this video with the lastquote that you said reality is for thepeople that lack imagination so don'tlack imagination use that imagination tokind of put yourself into these threelessons that we just talked about toelevate whatever stage you're at in yourfreelance business and we are then goingto leave you on a cliffhanger for numberfour and number five which isirresistible offer and crafting it socrafting an irresistible offer and thenattraction marketing if you enjoyed thisepisode if you've gotten value from thisfirst of all thank you for listeningbottom of my heart thank you share itwith a friend it costs nothing to dolet's together educate and inform formthe people if you're in such a positionwhere you have a hole burning in yourpocket money saying I need to be spentcome and see us live workshop I'll teachyou and I promise you something if youshow up I would deliver to you in ordersof magnitude more value than you've paidwhatever it is that you pay I willdeliver X multiplier on top of that oneconcept from one of the five modulesthat we're going to talk about couldchange your business so that you'll makethousands of dollars more thousands ofEuros more thousands of pounds more andthe reason why I know this is becauseabsolute strangers for no other reasonwould send me a note saying you help meto do this amount of business this yearand imagine they're only watching 60year old videos at this point and thenpeople the proof is here the evidence ishere randomly send me money all over theplace from five dollars or even a dollarto thousands of dollars and it'sincredible because it reaffirms me thatwe're doing the right thing we have thisstrange and crazy belief that we canactually change the education model bytotally looking at it from a differentpoint of view I'll keep making thiscontent if you keep watching I'll beable to hire a bigger team if you keepbuying and so I thank you for that and Iwant to remind you one message you'renot defined by your pastthe future is what you make itand on that note I will see you in thefuture if you've been struggling with putting together or taking your Genius and turning it into an offer that your idealbuyer would buy from you at exactly the price that you want that's exactly whatwe're going to be talking about today with the legendary Christo stick around for it now this is video number four out of a five part series discussing thefive core Essentials for you to grow your creative freelance business if you haven't watched those three I'll giveyou a very small summary the first one we talked about was buying psychology the second one was sales psychology andthe third one was pricing psychology if you missed those you're probably going to see a link here for it and there'lldefinitely be links in the description for the other ones because they kind of flow into one another now for thisfourth episode we're talking about crafting an irresistible offer so Chris let's jump right into it when you say anirresistible offer what exactly does that mean and what do you mean by that an irresistible offers an offer so goodthat it compels the person to say yes which requires you not to pitch or convince or to do much sales in what youwant to do is understand what motivates people and give that to them so you're removing resistance the thing that getsin the way of a sale is when people feel tension around making the decision to move forward and there's lots of ways todo this but I want to share a little nugget from my former business Mentor Kira McLaren God Rest his soul is thathe's like doing good work is the price of Entry to be in business so what you have to do is take that off the table alot of us think well the work should sell itself and what we don't understand is that as competition is increased andthere are so many talented people in the world vying for the same kind of work that we're trying to get we can nolonger rest on the product is good the product being the design services that you do the copywriting or the websitesthat you build because if you're not good and the work isn't good they don't even consider you in the first place so now what we have to do is we have toenter a new level of thinking about our products or services in ways that they become so attractive that thatexpression take my money comes from the client not literally but they feel that I'm curious about this because this isso timely I had a conversation with some of my students and we were talking about copywriting and particularly writingHooks and how they're concerned that maybe they're sensationalizing the information that they're going to givein their videos aside from you know competition going up Talent going up some people may be feeling like but I'mreally good why don't people just buy from me is there something to the idea of why do I have to like make it soundsexy or come across sexy or really sell it if people just want good work can you speak to that a little bit yeah and Iwould agree with them actually you should not fluff it up and fluff it up is the wrong concept you're not tryingto put a nice package around a crap product when you talk about creating an irresistible offer it means you'veactually redesigned re-engineered the product itself so that it doesn't really matter what the rapper is so we have tothink about this radically different from the point of view of our client and what we have to do is we have to try to identify what are the top things thatcreate tension in the Buy sales cycle so let's talk about that Mo there's a couple things right why would a clientnot buy well they feel tension around something oftentimes it's around price because they think it's too little orit's too much and it's kind of like the Goldilocks syndrome right where it has to be just the right price it's not toohot not too cold not too firm and not too soft and the natural reaction is well an irresistible offer is one thatthen must be at the lowest price well sometimes that's the case so when a client experiences attention aroundprice what are ways to alleviate that tension well there's two ways that I can think of reduced to price to a point inwhich it becomes a no-brainer decision for them or increase the perceived value which is really where I'd like to spendmost of our conversation today because anybody can tell you to reduce your price to sell more few people can teachyou how to raise your prices so you can sell less to more qualified buyers forwhat reason let's talk about the reasons first the whys behind us so people will automatically have this knee-jerkreaction when they tell them raise your prices if you want better clients like what do you mean are we trying to just build clients out of money are we beinggreedy capitalists as some people will say well no let's let's talk about this so here's a simple exercise that we'regonna probably be doing the workshop together if we wind up seeing one another which is we're gonna make a list what are the benefits and consequencesof raising your prices and then what are the benefits and consequences of lowering your price and what we want todo is attack both these lists from an unbiased objective point of view so Mo let's try and do this exercise what arethe benefits and consequences so both the pros and the cons of raising price let's start with the positives whatmight happen if you're able to raise your price just throw out whatever comes to the top of your mind higher caliber client if the price is higher then thatmeans that business is probably making more money and the perceived value of my product is higher because it's moreexpensive compared to other people in the space there's a accountability on me as a service the team as a service todeliver good value quality value so we hold ourselves to a significantly higher standard well that's pretty good let meask you a couple of questions and I want those of you that are listening or watching this to play along hopefullyI've given you enough time if you haven't hit pause write down some of your answers and come back to us and then we can compare notes it's kind of away of having like almost an instructional video for you here okay so if I gave you more money to do the samework that you're doing how might you spend that money well the customer experience like making sure that frombeginning to end the feeling of the service is quality the team would be of higher caliber higher Talent I'd get aplayer teams to then offload the work off me and then for them to take accountability you know I'm in thecreative business so this may not apply to everybody but the higher the talent the more Innovative the end product is going to be when we're thinking aboutthings like editing or filming or even script writing so I feel like it just everything just goes up with for qualityand the experience of the service itself that's what comes to mind for me I'm gonna make this kind of uh almostpedantic or very super pragmatics that you don't feel like we're being hyperbolic and exaggerating pumping upthe benefits so I was speaking real basic terms here if you gave me more money to do the project it would meanthat I could focus more on you I'm not worried about taking on a bunch of clients because I have bills to pay thatseems pretty logical right so all of a sudden I can focus on a few and if I can focus on a few logic would then lead meto the point in which I could deliver better product and instead of cutting Corners I can think of new creative waysto improve product or service customer experience or something like that and these are important things to me if youpaid me more I could probably not only just focus on you but I can actually work on this longer back when I ran aproduction company where we made commercials and music videos we got paid a lot of money on average I think any job that would come in the door would beabout a quarter of a million dollars 250 000 US Dollars on the highest end we we did a project for over a million and onthe lower end we probably did a music video for like 40K so it's a broad spectrum I'm not trying to throw that out there to flex on anybody I'm justshowing you this whole Spectrum but when they get into the three four five hundred thousand dollar range it meansthere's enough room in the budget for us to hire just about anybody and I've used this before where as a way to close thejob I said you know this effect that we're trying to achieve I have the person who worked on that on the featurefilm that you're referencing I have that artist on tap and we've worked with them or heard before andthey're going to do an amazing job imagine like how that would make you feel we talked a little bit about this in the buyer psychology which is we buythings because it gives a sense of status imagine if you could tell your co-workers we hired the team who hiredRoger deacons the cinematographer who shot XYZ movie they worked on our spot Imean imagine if you had not just a players but world-class massive breedAll-Stars working on your team yes and what would that do for us well if you have the best people you have a higherchance of doing the best work not always we know right right you don't always get a We Are The World song with the bestartists sometimes you get a piece of crap song and if we look long term now not only did you make your client look really good and proud that they madethis decision to hire you they get to tell all their friends they worked with the best people in the world which givesthem status but also it means that the next time you go out to get a piece of new business you can use this as ashining example of what you're capable of doing the potential of your creative output and that's worth a lot but let'ssay you spend none of the money on trying to improve anything and that's your right and your prerogative toolet's just say you're really dialed in with the team that you have and they're creative ninjas well what happens is nowis you're more profitable what can you do with this profit you can upgrade the equipment for your team you can invest in systems and software and Consultingand coaching and personal development because you have extra Runway it means you can breathe a little easier so when a poor fit walks in the door you don'thave to take them you don't like their Vibe you don't like what they stand for and you have greater power to say no youcan be more discriminatory as who you choose to share your gifts with these are good things and that you know thatend of the year bonus or the half year bonus that you may or may not want to give you can be more generous and rewardthe people who are there for you with you this entire Journey or you know that dream vacation that you had to delay forseven years because you've been working like a dog you can finally say to your partner to your loved one and say you know what here's where we're gonna goit's the dream place and we're gonna check out for two weeks because we can afford it so the quality of life goes upthese are just some of the things that come with the benefit of charging more hey wait I want to tell you guyssomething why are we doing this because I want to bring awareness to something and I hardly ever do this which I need to tell you about a tour that I'm goingon and it's one of the Endeavors that we're launching this year which is I love doing workshops I want to spend some time with you imagine doing thisfor eight hours with me with exercise Hands-On things and where you can get feedback from myself and from the otherpeople in the room we'll do role plays we'll do exercises it'll be really fun and guaranteed you're gonna get made funof and laughed at and laugh with me and laugh at each other and you're going to see a whole side of my personality you've never seen before so if you're acreative if you're an entrepreneur you want to learn about creativity and business and build your personal brand I'm going to encourage you to check outthe link in the description below it's all there for you and hopefully I'll see you in person do we want to do the otherhalf of this example the consequences of not charging enough so let's go there again I'm gonna throw the ball in yourcourt first my friend and say what are the benefits and the consequences ofcharging less so let's go with the benefits first if you are able to chargeless what are the benefits of that and do your best to try to be objective and neutral when you're describing this listagain I'm going to prompt everybody hit pause right now to stop make your own list and then you can resume and compareand contrast what we say benefits there may be more demand for you becauseyou're more accessible to a bigger group of customers it could not require asmuch resource so the cost for it is going to be less but that's out of necessity maybe it's faster in certaincases so that's what's coming to mind for benefits and I'm trying here what are the benefits of charging lesswell when you charge less it means you open up the potential customer base to more people so you're going to get agreater variety of clients and you can get a greater volume of clients you've removed a lot of the resistance in thebuy sell cycle because you've priced it so low now that it doesn't even hurt me to try and this is like akin to say fastfashion where you're not sure about that trendy shirt or tie and so it only costs25 bucks so it's like who cares if it doesn't work I throw it away but for whereas if you pay three thousand dollars for something it better workbecause you are now living with that and you can beat yourself up so it also means you attract a buyer who's notwholly committed who's willing to try stuff and it gives you a great variety of projects to work on and maybe insteadof having three clients you're gonna have 36 clients and you can show all these potential projects that you workon and you might get a lot more experience and so by increasing the volume let's say you can sell logos fora hundred dollars if you do 30 logos it looks like a really big number so in order to fulfill all these things now weslip into potentially some of the consequences is here well who can afford to do this work well I can't hiresubcontractors because there's not enough budget in there for me to hire someone if I hire someone they mighteven charge more than what I charge so I can do all the work myself but because I have increased volume and increased opportunity I have less time so I haveless attention and focus to each client in each problem and I'm not spending all my nights thinking about this because mymind is racing with what I have to do the next day and the day after that and so now as a consequence I'm going towork longer hours for more clients I'm going to be Switching gears pretty often I may or may not make mistakes because Ijust don't have the time to sit there and refine and double check anything I'll most likely be doing all the work myself so that's awesome so nosubcontracted work and some people love that my hands are in the work but it means I can get no help and should I getsick if I should have creative roadblock I am screwed and I'm not going to be able to give good customer servicebecause I can't remember customers names it's the assembly line we've become the McDonald's of fill in the blank ofwhatever service you provide and very few people want to describe what they do as a parallel or an analog to fast foodwe want to be fine dining not fast food so now I'm overwhelmed I'm trying to make money to make things work and andyou know you can only go this hard for this long before you're completely burnt out we have nothing left in the tankbecause you know why because you can't take vacation you can't even go to the toilet because you're worried about the 13 other projects you've taken on Taco[ __ ] Chris I mean think about it yourself the logic I want to go all the way to end of this thing you mightalienate your friends and your family and your loved ones because you're working all the time they might labelyou appropriately as a workaholic but you're saying I'm just trying to provide this is what's happening the benefitsare few the consequences are many so I want you all to think about that so when you craft your irresistible offer andpeople want you to price your project lower it takes a creative person with self-confidence and communication skillsand business Acumen to charge more and that's a challenge we want to do the things that are difficult because fewpeople are willing to do the difficult things means I have less competition this brings me to another point thehigher the price of what you do the less competition you have because there are only a few people that charge that premium price the lower the price thatyou charge the more competition you invite when you charge quite literally 100 for a logo which some people argueis too much for logo to begin with it means that Sally who is a hobbyist designer also charges 100 an hour Jakethe student's still in school and freshman design course is like I'll do a logo front so you're inviting a lot ofcompetition and at this point you've educated your customer to buy based onprice not on value yes to buy based on price not on quality so how can we do this because you're sitting therethinking great great ideas Chris just charge more we've heard it blah blah blah that's all you talk about rightthat corporate American capitalists agreed that you're always talking about and I'll tell you this friend if thiscontent doesn't sit well with you doesn't resonate just skip the video but for everyone else who wants to know howto charge more yet reduce friction you're going to want to stick around for the rest of this so here we go whatkinds of things do people feel that create tension and resistance to buying how much risk is involved will thisworkout am I spending too much have you done this before do I know anyone that you've worked with that could vouch foryou this is risk the higher the risk the worse the offer is so our main focus isto reduce risk we do this through many different things we increase the perception or likelihood of success andit's a perception it's not real just if they believe it will work that reduces buyer tension so we need to assure theman assurance is a fancy word for how do we guarantee them that this is going to work and I don't mean money-backguarantees even though that is a viable vehicle for an irresistible offer I mean guaranteeing that I have a track recordI'm published I judge shows on the work that we do I speak on stages all thesethings help to assure the buyer and to reduce risk perception of risk increasethe likelihood of success next pain what can you do to reduce the perception ofpain when it comes to this project well I have to manage this project Chris how many iterations will I see how do I knowthis will work is this connected to my goals so what you want to do is simultaneously reduce the pain while youincrease the perceived gains and we can talk about it as Alex hermosi has written in his book and I'll hold thebook up here if you like some of these Concepts I strongly encourage you to read this book because it's going to go deep into this it's called 100 milliondollar offers I'm not affiliated with Alex at all I make zero money by mentioning this but what I want to do isshare resources and Source material so that if you want a deeper dive you will go here the other thing that you want todo is you want to look at effort and sacrifices Alex writes about in his book 100 million offers which is how mucheffort do I have to do as the buyer and what will I have to give up sacrifice as the buyer so if you take this to itslogical conclusion it should sound like easy instant you don't have to do anything results are near instant asclose as you can get that to design your offer the more likely it is that you have an irresistible offer so let'sbreak this down and give some examples okay I know one of the things among the many things that you do is you create video content for social consumption tohelp authors thought leaders and business people to grow their presence online yes so let's try to imagine for aminute I'm a buyer of that I'm an author or a thought leader what are the potential things that I have to do interms of effort and sacrifice so we want to reduce both effort and sacrifice because more effort and greatersacrifice means Lamar offer what can you take off the table to reduce my effortso coming up with the ideas topic ideas editing the videos you definitely don't have to do that should you we presumehosting scheduling monitoring the content across social this is probably the hardest but I'll say it because Iknow you're trying to just get it out of me filming if we can minimize the time or the process or the effort involved inthem filming then it's a more appealing offer for sure now in order to work with you and share whatever number you wantit could be real it could be imaginary it doesn't matter but for the sake of the exercise we'll go through this okay now in order to do this currently howmuch might you charge someone per month to do this because it's an ongoing need go five thousand now let's stretch yourimagination a little bit let's say you were given a crazy amount of money we will say 10x if someone were to pay youa prospect to pay you fifty thousand dollars a month first of all I'm sure you'd be really happy what else couldyou do to reduce effort and sacrifice they would probably have a dedicated team for each of those components towhere all they literally have to do is show up at a specific time out of their air-conditioned trailer and then justperform literally they all they would have to be is Talent keep stretching Mo this is where you have to put on your creative cap okay this is where mostcreative people Excel because most creative people are Divergent thinkers that can pull from different areas andthey can bring them in they call me over here struggling uh no notyet because we we have to do is we have to grease the wheels and once you start to see where I'm heading the ideas willflow so like many things the dam push us through a lot of silt and mud and it's a sludge that comes flying out of dams andthey open it up again once it works through that and then it flows like crazy you helped me out here a little bit give me no I want you to stop it fora little bit so people can see this in real time so you see this is a very helpfulexercise right yeah yeah you want to 10x the rep budget and we just went through this whole exercise like what you can doif you were paid more money we just did this so you can just map back to that I see your eyes darting all over the place you can just map back today oh yeah yeahI remember we could do what as it relates to creating social content for Thought leaders I mean fifty thousanddollars a month they would have a film crew that's on them 24 hours a day that can just be filming every waking momentof their day there's an HBO series that they produce every time there's a big fight do you know what it's called nowhat it's called was it I think it's called 24 7 and it's so successful for getting people to care that then theystart to make this as part of their package basically there's a fight they'll do 24 7. and the theory is theyshoot for about a week leading into the fight so you kind of know what's going on so you see how they're cutting weightyou see if they're in the gym so you could offer your prospects 24 7. okaywhat else see the wheels are starting to move now so one thing I'll tell all of you who are listening or watching thisis the first thing that people do is they say when I give in 10 times more money I just do 10 times more of thesame thing that's pretty natural what we got to do is work through that and there are ideas here that you're not even thinking ofthat have nothing to do with what you do today I'm thinking about the product maybe from a service standpoint I'm I'mgonna I'm gonna block man I know I know I want you to be in pain for a little bit it'll make the reveal much better sothis person is theoretically just as a concept going to pay you 12 times 50k Ibelieve that's 600 000 a year sometimes you need to look at it like that what could you do with 600 000 a year nowthis is not premeditated I'm just gonna go off what you young kids refer to as off the Dome if you were to hire me Molet's just say you're a billionaire millionaire and you really care about your social presence I'm happy to take your money I'm going to help you thefirst thing I do is I would buy all the equipment that you need and set up a studio in your home lighting audio everything works all the time I wouldactually set you up with a desktop so literally you push one button on an app and everything turns on and I've gone into set three presets for morning day and night whatever it is you're good to go let's say I create a ghost channel thatonly a few people see where I actually write concept using Ai and my team of copywriters and we use sampled audiofrom you to produce audio and video and we put it out there for a period of 24 hours to test to see if the conceptswork so I'm going to do a bunch of a b testing Concepts so I waste none of your time so we're kind of saying these are bangers before you even record a singlething I'm just getting started Mo you want me to stop no I don't actually I want you to keep going so aside from the 24 7 crew which wewill send for very specific events and we're going to think about the next time you do public speaking they're going tofollow you through your writing Creator process and then you're going to document the whole journey from whereyou are to where you're going BTS fan reaction we're gonna do that so you cansee how and this is not meant to like say anything about you or anybody elseI've done this exercise before obviously not for this specific thing but I say I'm gonna give you 10 times as much money and what people do is they do moreof the same but you can see like once my mind is freed from this after we push past the sludge and the silt and the damwe can get beautiful crystal clear water pushing through and sky's the limit one of the concepts I picked up from one ofthe speakers at Neil's Ford Mastermind which is the idea of vertical integration and the presenter forget hisname I think it's Jeff but what he said on stage was what most people don't know is McDonald's is a very successful business but they also have the largestpotato farms and they have the largest chicken farms and they actually manufacture more toys than anybody andthey sell Zero toys now what they've done is they've set up complimentary businesses that support the main business that gives the main businessesan unfair competitive and legal Advantage businesses these vertically integrated businesses like the toycompany makes no money doesn't need to make money has no customers but allows McDonald's to sell these happy meals forlet's say 350 a Happy Meal I need to update my prices here and include a toy that had they purchased somewhere elsewould have increased the price of the Happy Meal by a dollar or two which then makes it too pricey to buy for your kidsthat they take a wash on and they're able to do this they can keep their prices at a certain place because theyown the chicken farms so what business owners do very successful ones is they can set up a vertically integratedbusiness that doesn't need to make money social media presence personal brand building and they can just lose money orbreak even on it because the amount of attention and publicity and PR that theyget from that generate way more revenue for the other businesses so when you understand this this concept you mightapproach your business offering in a very different light to attract a different kind of customer so you cansee this is really fun when we get away from what we do and we get to play in this thought experiment in this FantasyLand of what could we do if we got a lot of money and we broke free of our conservative thinking we can come upwith some pretty radical ideas wasn't that a fun exercise to do Mo yeah it's gonna make me replay this alongside theteam to just figure out certain things uh to improve the business so now wehave potentially two services to sell to a client which is one what you do right now for 5K which sounded pretty good onethat we can sell to a different kind of client for 50k so guess where we're going we're going to do the 10 Rule nowwe just tried 10x I'm gonna go do 10 so now if you only had five hundred dollarsas a budget to help people with their social content what could you do with that let's try to design some options goahead Mo still editing probably with a limited quantity of output if you're already filming so say that you aresomeone who maybe does podcasts or you do a lot of coaching calls then we couldrepurpose existing footage to then edit so the repurposing is a piece of it and then schedule for you with a limitedquantity of output for the month you've done exactly what I wanted you to do so this is brilliant this does not matterby the way so everyone's watching this is happening in real time we did not prepare this like I'm actually sweatinghaving this conversation I'm just kidding so what a lot of people do is theyassume this is scripted because it goes a certain way and then I say thank you that you thought it was that good thatwe scripted this whole thing I'm just taking notes right now just to show everybody hands in full transparency I just have notes and I'm just writingdown thoughts right so let's quickly recap you had a five thousand dollar offer we went bananas with the 10x offerand the first thing that you do is you just increase the amount of what you do to come up with your 10x offer and whatdo you do in the reverse when I say you have 10 all you do is just reduce the quantity of what you're going to offer not a ton of innovative thinking thereMO is always a great case study is it you did this you did this perfectly you really didand if you are watching this in the audience I know what you're doing you're screaming at the screen Mo say this saythat but here's the thing you don't understand when it's not you in the hot seat your brain is really clear you knowhow you watch like design competitions I could do that and they put you into design composition and you suck buttyou totally suck right why why why does that happen because adrenaline accelerator heart rate perspiration theidea that you're under the spotlight everybody's watching it makes you second guess so this is a pretty normalphenomenon so we did the exact same thing we just reduced the quantity and that's not the answer either we must beInnovative and I think what happens is we have to fight the instinct to self-sabotage when you hear 500 bucksyou're like this sucks I don't want to do this so you'll generate ideas that suck that Express that you don't want todo this and truth be told how many videos can you edit for 500 bucks how much content repurposing can you do howmuch post scheduling media management can you do nothing really so you have to break the mold we've heard of theconcept neuroplasticity I think neural relating to the brain and plasticity is how far it can stretch and mold as we'velearned the older you get the more rigid you become the less neuroplasticity you have and there are ways that you can dothis to remain an Innovative thinker they'll say simple things like take a different route home to try to dosomething with your non-dominant hand to walk backwards up the stairway because you're building new synaptic nerves inyour brain so it doesn't die on you so thinking outside the box is not only good for your company but it's also goodfor the preservation of these parts of your brain that you want to activate so we know that there are constraints it'svery good to understand problem solving is understanding constraints and resources your constraint is 500 how canyou make money in this modern world of 500 well depending on where you're from let's assume that doesn't buy you verymuch so the only way you can make money is to do it in volume which is a constraint the only way I can do volumeis I create something that is infinitely scalable this should open up your thinking immediately you know for 500 Ican write a pretty darn good guide the social media influencers guide how to grow your social following for business owners and it includes a pre-purchasedcoupon for a bunch of social media apps that you're going to need still premium not cutting any Corners it's just adifferent version of this and some people are like I love this it comes with a deck of cards not traditional cards but each card is some prompt foryou to think about right and it might even come with a brand guide on how to build your personal brand from a friendof yours like Chris doe the killer guide to creating a personal brand let's just say and you've included everything thatyou need for 500 bucks so you're delivering tremendous value these are things that you're like now I'm thinking outside the box what else can I do thisis where we kind of get unstuck when we start coming up with ideas and and actually now I'm going to ask you thisand tell me honestly you had your base idea we told you a 50 000 thing did you get excited about the 50 000potentiality of that a little bit just a little bit it would excite me a lot like wow if a client really gave me 50K andcommitted I'd be so excited I'm gonna ask this question is time money is this a trick question yes and no it dependson how much value you place on your time monetarily that's my answer I'm asking for yes or no and you're giving me anon-answer it's time money no so I think it's the truth time is money but not the way that you think that's why I said itis and it isn't a trick question okay everybody is time money let's pause right now and write in the commentcomments your answer is time money and say why so you can say time is not money because time is money because that'llhelp us with the algorithm I appreciate you let's get back into the episode time is money yes this is why peoplecharge hourly time is money so my time is worth money and they say well I should charge fifty dollars an hour or100 an hour so they try to raise the price of what they charge hourly for andthis is what people like to argue with me when I say trading time for money is a Fool's errand and when you do thatyou're punishing Innovation you're being punished for being good because when you sell units of time you are incentivizedto sell more time and not more results no clients I know by your time by resultI don't really care if it took you 10 hours to fix a hole in the wall in fact actually if you take too long I'm kindof upset so why am I saying this is true then because you know I don't believe in this so people say well just keepchanging your hourly rate Chris but conceptually it's a flawed concept it doesn't matter how much you scale it upor scale it down you're still exchanging time for money which means the unit of measurement that is important is timeand very few people buy your time okay get ready here's the big twist through on you okay time is money not your timethe clients time that's the big flip on everybody so yourclients time presumably because they can hire you is worth more than your time when you go in and you get your hairdone by a stylist whatever they charge you is worth less than what it would take for you to get a degree in inbeauty or hair styling and for you to cut your own hair it's just not worth it so you just pay your time and effort isworth money so the person who saves you your time and effort creates money for you so when you're designing yourirresistible offer if you're feeling the pressure to reduce your price do not reduce your price decrease the time inwhich you can deliver the desired outcome if nothing else how do you think Amazon destroyed everybody they got youyour package in hand in a remarkable amount of time through a lot of logistics and programming Automation andoptimization that no company can compete against and the better they get at it the harder it is for somebody to competenow I love b h and they're based in New York when I order a camera I won't order from b h they're good people it takes alot longer to get it from b h because they don't have all the robots inventory Amazon looks into their system they sayour warehouse in Northern California already has it in fact we have one in La we can get into you same day nuts nobodycan do that so Amazon has created Customer Loyalty even though you might not think of it like that but customer preference because they've been able toshorten the period in time in which it takes to get something in some instances I feel like it's more painful for me toget my car to drive somewhere to buy it to go back home versus hit one button it'll be here so fast so true so thinkabout how you can deliver your product faster not deliver an inferior product but to deliver the same product or thebetter product in less time what can you do to reduce perceived risk and increase perception of success there's a wholehost of things you can do and when you do that you want to package all this up and now you have three tiered pricingyou have your 500 option you have your five thousand dollar option and you have the Ritz Carlton option Four Seasonsfifty thousand dollar White Glove I'll give you a back rub while you're at it and by providing pricing options you'veremoved a necessity for the client to Triple bid you so to kind of land the plane here Mo is when we talk aboutriding an irresistible offer it's not about packaging it's literally redesigning from the ground up what your offer is so much so that your clientsfeel in Alex's word stupid for saying no an offer so good it sells itself that'smy time my name is Chris and thanks for coming to church. if you want to learn the ins and outs ofhow to make content that attracts theperfect person into your ecosystemwhether that's for your business foryour product or for just your creativeprocess we're gonna dive deep withChristo on The Fifth Element of hisbusiness psychology series attractionmarketing you want to stick around forthat so let's just jump right into itChris when you say attraction marketingwhat exactly do you mean what is it forme attraction marketing is this thingthat lives between a couple differentprinciples that you may be aware of oneis direct Outreach and sales which ishow you do outbound sales strategies andsomething that's much more ambient whichis content marketing which is where youcreate lots of content and over a longperiod of time it tracks the right kindsof clients too ideally this is what Iwould recommend to every single personto build your personal brand new thoughtleadership your Authority but peopledon't have that kind of Runway so theyneed more tangible results so they can'tafford to do this for three five sevenyears so this is some hybrid approachthat lives in between more outboundreach and sales approach versus moreambient content marketing personal brandbuilding when we talk about sales andOutreach what are the classic kind ofbehaviors that you have to do to ensurethat you get that kind of result shortof cold calling people or cold emailingor cold messaging people the nextversion of that is something like thisand you see this framework being used bya lot of people I do this I help clientswith this and if you need help with thistalk to me now so it's very clear verytransactional it's hyper focused wespoke to Richard Moore recently onLinkedIn on a live LinkedIn audioconversation he teaches people how to dosales using LinkedIn period and thepremise was how to go from creatingcontent to getting customers and he'slike most of what I do teachesprinciples around direct sales viasocial media more specifically onLinkedIn very rarely are you going tosee a piece from him about a personalstory something emotional that he'sgoing through because he just wantspeople to know and Associate him withthe idea of direct sales strategiesusing LinkedIn specifically so evenwhile he's making content which we couldargue is the inbound marketing that thatyou said he is using direct salespractices in that content so as soon asyou visit his page you're like I knowwhat this man does I know what he sellsand either I'm interested or not am Iunderstanding that correctly yeah andit's not even on on his page it's reallyif you're on LinkedIn one of thestrategies he talks about is if anyoneis looking at his profile it's a promptfor him to reach out so he's constantlylook at who is looking at his profileand saying hey I noticed you're lookingat my profile is there anything you needhelp with and you know this is a veryeffective sales strategy by the way soif you don't know this you can use thebasic LinkedIn function or pay for themore premium version which allows you tosee more of who is looking at you andwhat they're doing this is the premisethat Richard works with which is noone's going to look at your profilepicture unless they saw something thatyou did either as a comment to anotherpost or something that you posted andthen trying to figure out who you areit's not by random chance it's not likewe're scrolling through profilesrandomly on LinkedIn so the minutesomebody touches it it means that forsome reason they're curious they'reinterested and they want to see who theheck you are it's a great great way foryou to turn a lukewarm Person ofInterest to something that's much warmerand then on the other side of this coinis what you called content marketingspecifically and you said it was a longgame help me understand the differencebecause there was a little bit ofcontent Marketing in that Richard Mooreexample so how is content marketingdifferent than sales and Outreach thatis more outbound based this is more ofan inbound strategy which is more ofwhat I do and what many content creatorsor designer creative types do which iswe create stuff sometimes it's visualsometimes it's us demonstrating what itis that we do for example if I like todraw James Barn likes to draw so he doesthis and he draws logos and he makesfunny videos sometimes he dances in themand it just lets people know about whatit is that we're doing there's no callto action there's no hard sale there'snot even a soft sale and in presentinghis work over time you may gainfollowers and some of those followersmight be people who want to buy a logofrom him and so then the onus is on themto reach out to James saying hey I lovewhat you do how much is it and I'll giveyou an example this is real life exampleright now I was going through myInstagram feed and I'm looking at thistypographic animation thing andInstagram knows that I like topographydesign and animation and I see thisthing and it's pretty cool it's ananimated typographic poster on abusboard or something and then it's atutorial on how to create this effectusing gradients in After Effects Iinstantly follow this person and I reachout in their DMs I say hey how much doesit cost to make that thing for somethingI'm looking at this person gave me aprice he said three thousand dollarsthree to four thousand dollars I saidthe most I have is three K's issomething we can do and he's like yes hesaid we'll send me a proposal let's gohe wasn't looking for me as a client perse but by demonstrating what he does hisexpertise is Art his skill hispersonality he's able to attract peopleto you there's no direct correlationbetween that pose and me seeing it mereaching out I want to just share forthe audience the key distinction here isif you are doing sales Outreachbehaviors you are inquiring to the endconsumer you are going to The ClientFirst when you're doing contentmarketing if you were strictly doing itbecause Chris mentioned earlier there'sa hybrid approach the audience isinquiring because of all the Goodwillthat you've put out there talk to meabout what the hybrid approach wouldlook like because like you said earliernot everybody has the bandwidth or therunway to sit there and just makecontent without ever asking so whatwould the hybrid approach look likebetween these two if they were tocoexist I think that's what we're goingto talk about in terms of what we'replanning on doing for the workshopbecause I realize people don't have theluxury of creating content for the sakeof creating content or perhaps they'recreating content with a poor strategy tobegin with so you could create contentfor 100 years and get zero zeroinquiries for new work we want to fixthat I'm a big believer in buildingthought leadership and building up yourpersonal brand and I'll tell youphilosophically where Richard and Idisagree and I want to present this sothat each person can determine wherethey live on the Spectrum if you look atour YouTube channel presumably this iswhere everybody's watching we've createdover 1800 videos that's a lot offreaking videos in most of the videos wedon't ask for anything we're not tryingto get you to sign up for anything andyou feel the genuine nature of ourgenerosity and we build a relationshipwith you Richard's approach is I'mlooking for a client I'm looking at theactions that I take that lead to resultthat I want his whole thing is like I'mhere to optimize my work day to generatemoney or clients for my business so whenyou do a very targeted approach likethis I'm looking for clients you'regoing to be more successful at hittingthose clients and when you're taking abroader approach like myself like I'mgoing to broadcast content out therebecause I think I have a idea of who youare and what your struggles are I'mgoing to hit you I'm gonna hit three ofyour friends and people I didn't evenknow I was gonna hit because it's not astargeted so in the short term if we'reto bet who is going to win this raceyou're going to put all your money onRichard I would too because he's goingto make more money in the short term butif we step back and say who's going tomake more money we should be morevaluable who's going to be a key personof influence three five 15 25 years fromnow it's not so clear of an answerbecause what we've done is we've builtCommunity we've created value and thething that you mentioned before is we'vecreated a lot of good will and when youcreate good will people give you thebenefit the doubt they're willing tobecome I prefer lack of a better term aSuper Fan they're on the road tobecoming a Super Fan where they'llsupport you in everything that you dowhether you drop a t-shirt a posterwhere you show up to speak at an eventthey'll go out and they'll buy ticketsbecause they feel a personal connectionto you so one model is moretransactional I do something if you needhelp with this thing I will provide thisto you in exchange for your money mymodel is more transformational it's nottransactional I will not see money in adirect correlation between my effortsand what someone gives me on aone-to-one relationship but I believewhat I'm doing is building value here'swhere it gets real interesting peoplelike Conor McGregor Kylie Jenner TheRock have built up a lifetime of eithercontent or Goodwill or relation withsomeone and then where they cash in isThe Rock has a Kila line which is wortha couple hundred million dollars samething with Conor McGregor proper fifthIrish whiskey so they've been doingsomething we get to know them we get tolike and trust them and eventually whenthey ask for something you're willing tobuy and they're worth so much more Ifeel like you may have heard him say theword Workshop up he'll be going into adeep dive explanation of all of thisacross the European tour which willstart in April so if you are interestedin doing something like that and you'veenjoyed these five video series that issomething that I would highly encourageyou to look in the description on beforewe go into the hybrid approach Chris theway I understood that is the first oneis a strictly sales approach hence thetransaction the next one is a brandapproach to where at any point onceyou've given so much Goodwill you couldtechnically sell anything if it alignswith your brand because the audiencetrusts your brand and the things thatyou deem worthy of buying my question iswhat are the things that someone needsto consider when they decide which campthey're in and how they navigate theirmarketing and I want to be clear thatyou don't have to pick one or the otheryou could do both you can actuallycreate content that's actuallytransactional and create longer termcontent that's transformational but youstart to muddy up the waters a littlebit because sometimes you're selling andsometimes you're not and I guess we dosome version of that if you are in needof money like you can't eat you can'tpay rent you owe money for taxes yourpartner is going to leave you yourchildren earn Rags you need to focus onbuilding a business and needing a saleyou don't have the luxury of the runwaythat it's going to take to buildGoodwill up with your community youraudience and potentially some of yourcustomers you got to take care of yourbusiness first get your house in orderso in that case I'm going to recommendthat you go for more direct salesapproach more outbound versus an inboundstrategy what are some other things forthem to decipher if they should go theinbound route aside from they don't needmoney right now once you have your basicneeds taken care of we're not talkingabout living a life of luxury and havingfancy sports cars but you have money forrent for food you can go out on a dateyou have a little nest egg in case badthings happen your rainy day fun you'regood so really what you want to do nowyou have to think about where do I wantto be three five ten years from now andyou move into Authority building so thisusually is chronological like in termsof how this usually develops but notalways is you've got some trainingwhether it's self-taught or you'velearned it in a university you're apractitioner the thing that you learnyou've been able to do that for a periodof time and you might have branched offon your own at this point so we're nottalking about someone who's 14 years oldtrying to build Authority that's alittle bit ridiculous so you're maybe inyour mid-20s your late 20s early 30ssomewhere in there where you start tothink about well what's my future likeI'm not always going to want to chaseclients the way that I do and it's notlong-term sustainable so this is nowyou're in the place where I have thingsI've learned things that I can shareinside I have documentation I have proofof the things I've been able to do it'sa good time to start to share that andthe way that I would do it is I wouldstart to share that with the youngerversion of yourself and that's a greatway to frame it so we're not thinkingabout clients we're not thinking aboutour competitors we're just saying whatwould the younger version of myself wantto know needs to know that could savethem a lot of heartache and pain so youstart to distill those life lessons downit could be resources whatever it isyou're going to speak to this person thereason why I say your younger self isbecause you know this person already youknow their habits you know theirresistance you know the way they thinkabout learning sometimes we have adifficult time in writing and creatingcontent because we don't have a clearpictures who the person yeah well thisperson you know because you spent themost time of your life with this personit's you maybe you could talk about amentor or a teacher they have yet tomeet and what you're learning from thisperson and you can send it down thattimeline if you will and here's the coolpart there is some younger version ofyou out there that is not named you andif it's a big enough audience they'llshow up for you and they'll get reallyexcited and they're gonna get pumped upthey like your style your tone yourdelivery your experience your aestheticand they're going to be hungry for thekind of content that you create I'm soglad that you answered that question theway that you did because I personallystruggled in the early stages and onlyleaning on brand and never asking when Iwasn't in a position to only lean onbrand and the reason why I asked youthat question is because there's alistener out there right now who whetheryou want to deem it fortunatelyunfortunately because I love this personas well garyvee who says just give valuejust give give give give never ask eventhough he says ask it the third time butit's never really clear when I shouldask and then that person who's listeningscapegoats Their Fear of selling ortheir lack of wanting to ask somethingwith well I'm just building my brand youneed money you need to build yourbusiness you need to make income it'snot a bad thing for you to betransactional when you need to surviveand you are also giving value to theother person because then if you're onlygiving value and never getting anythingwhen you actually need something I thinkChris and correct me if I'm wrong youcan start to feel that thatdisingenuousness when you're likebuilding a brand but you also want totransact and then it just breedsresentment in the person who's doingthat there's a lot that you said therebut the part I'm going to zero in on isthis part some people mistakenly mixthese two strategies they think one theyexecute like the other give you anexample you really want sales yourtransactional and you're starving butyou're playing the long content game butyou actually don't behave like that soyou're actually not giving value it's athinly veiled disguise and most peoplecan see right through it yes and I thinkit's better that you recognize who youare where you're at in your life and besuper clear and transparent becauseyou're not fooling anybody you and Ifollow people and maybe some of themoverlap where all they seem to be doingis selling to you all the time and ifyou need that service if you want thatpiece of information you're gonnasupport it you're gonna say I want toreach out to you let's let's do work I'mgoing to keep following you oftentimesespecially I find it with myself thatyou want to sell and I'm not here to buyanything so I'm gonna unfollow you I'mgonna tune you out for a while I'llcheck in with you in three six ninemonths but from this point forward I'mgonna tune you out and that's the dangerof wanting to sell to people all thetime it's hard to argue against theperson who's selling all the time whenthey're putting a whole lot of moneyaway you're like okay I get it I justhave a different relationship with youso let's talk about this model thatyou've been exploring which we've deemedthe hybrid approach where do these twoworlds coexist in your in your thinkingnumber one it starts with creatingsomething that's valuable to someone itstarts really there and we say likecreate high value content like what doesthat even mean well teach me something Ididn't know that I haven't already seena thousand times or share something Iknow but in a way that I've never seenor deliver in a way that I think isfunny interesting here's the examplethere's a guy who's like hip-hop historyI believe where he speaks in language oflike yo that cat said this girl or hebreaks down movies or plays that arejust like pieces of literature that arejust hard for the everyday person tounderstand because the language is funkyas heck they're using some like OldEnglish you know and so he takes thishe's a he's a African-American and hetalks about it I'm like this is superentertaining he's really letting youunderstand so he's taking a story buthe's presenting it to us in a way that'snew and novel and different there's asimilar concept too it's like drunkenhistory and these are experts and sothey loosen up because they're havingLibations and they're like oh okay soit's like this and then again toarguments it's kind of funny to watch sofirst spend the time to identify aresource a tool a guide a study that youproduce and package it package in yourvoice your tone the colors and logos ofyour company whatever it is that you doand package it up and that's how you candetermine if it's a high value piece ofcontent what is the market rate for thispiece like what would somebody literallypay to know and if you could say zerothen that is worth zero so your targetis something about 30 a hundred dollarsworth of value that's good enough andsome people might then underestimate andsay well nothing I do is ever valuablewell that's not over correct here wejust want to have an honest conversationif you were to ask a neutral friend tolook at this thing and say would you paymoney for this and how much would youpay and they gave you an honest answerthen you know okay so I spent a monthand a half designing figuring outsomething let's just say whatever it isand now I want to share that with peoplebecause it's going to help them it'sgoing to make their life easier it'sgoing to get them closer to their goalsnow I'm not going to just upload a PDFand say download the whole thing I wantto build a little Rapport and I want touse social channels to my benefit sowhat I'll do is I'll extract some of thehigh value nuggets from this guy thisstudy this report whatever it is I'mgonna write a post about it and I'mgonna say something like for example ifyou write email copy and you're doingdirect sales via email you figured outthe 100 subject lines that have thehighest open rates and you've run 10 000campaigns so you have some evidenceremember that part about you're in thisplace in your life where you've donestuff you have proof and evidence okayyou can then jump on a platform likeLinkedIn and say here are are threesubject lines that are guaranteed tooutperform anything that you're writingand you would give it to them and youwould explain why so you're adding alittle more meat on the bones and thenyou would say something like I'veactually just finished writing the top100 highest performing subject linesover a four year period ten thousanddifferent campaigns tested I'm gonnagive it to you for free no stringsattached just comment this word below soI know who to give it to so this is thehybrid approach this is also Richard'sapproach by the way so now I've gotsomething valuable I've created interestthe way that you've written it is justsuper enticing and there's value alreadydelivered to this and so naturallypeople are very curious like wow thesetwo are so good what did the other 97look like I want the rest and so nowwhat you've done is you've asked theaudience to self-identify I'm a personwho writes emails and I'm looking forclients and I need to know what subjectlines work if somebody's not interestedin that they're not going to read yourposts they're not going to engage withyou they're definitely not going tocomment below whatever the magic phraseis now they've identified and nowthey're giving you permission to reachout to them quite literally they'resaying yo I want the rest of this pleaseso you can say something like hey I justwanted to provide this resource to youthank you for downloading it I'm curiousis there a problem that you're trying tosolve it doesn't have to be much morecomplicated than that or out of Interestwas there anything that caught your eyewhat part stood out for you and if itfeels like they're aligned with theirproblem what you can do then you shouldescalate and you should ask for the nextthing and the next thing you're going toask for is I have three time slotsavailable next week where I spend 25minutes helping people just like youdiagnose their email campaigns it's justof interest to you so you're asking themto make very small commitments whereeach time they engage you're going togive them increasing amounts of valuethis is the classic classic structure ofpermission marketing by Seth Godin sowhat we're doing in this Modern Age ofsocial media is we're asking for peopleto volunteer to enroll in a long-termmarketing campaign where with eachinteraction that we go deeper we getincreasing amounts of value so firstpiece of value is here are the threehighest performing subject line foremail campaigns here is the 97 remainingpieces of value in terms of highestperforming subject lines for emailcampaign and now I would love to giveyou a diagnostic that's free to you tolook at what you're doing to discusswhat your goals and challenges are tosee if I might be able to solve themthen if they agree to that Zoom call orwhatever meeting then now you can sitthere and diagnose provide more valueand at this point you can then tell themat the end of this I'm going to tell youabout a way that we can work togetheronly if it feels right to you so you'retelling them this is a sales call butnot I'm not going to apply any highpressure thing to you I'm just going topark it at the end only if you'reinterested and then that prospects I Ithink we need your help what's the planlook like and that's how you go fromstrangers to friends and friends tocustomers that's the process that'sattraction marketing so if someone wereto like yo the hybrid approach I love itI want to do it what should be theirfirst course of action on the thing thatthey get right before they're like okayI need a I need a free sample I need afunnel I need to be able to convert inthe DMs like what do they need to getright first we'll get clear on youraudience who is it that you're marketingto do they have an urgent desire tosolve a very uncomfortable pain point dothey have the means to be able to buy asolution to them they don't have themeans it's not any good so you can solvea problem for someone but they can'tafford the solution it's not going toreally work so for example if somebodyis in like a lower income bracket andneeds to go from point A to point B togo to work but they're on a place wherethey have great credit or they have adown payment or they're evencontemplating buying a car they don'treally care how sophisticated yourfunnel your marketing campaign is theyjust can't buy a car really what youshould do is be solving other kinds oftransportation problems for them maybe amonth-long pass that allows them to takeany form of public transportation youshould be focused on that or what manyindustrial designers and urban planningpeople are trying to figure out issomething called The Last Mile so we cantake public transportation but it's thatlast mile that kills us where we have towalk somewhere to work or park to arestaurant so they make electricscooters they make all kinds of devicesto get you past that Last Mile andthat's what they're focused on becausewe're not going to inherently change theinfrastructure of public transportationbut we can make easier for you from thestop in which you get off at to whereyou need to be so that's where they needto focus their energy the energy thatyou need to focus for the hybridapproach of Attraction marketing to workis watch the last four videos so you candial in your attraction marketing for itto be effective I do have one lastquestion and then I'll leave you to takeit wherever you want to take it what doyou think people get wrong when tryingto execute this hybrid approach that youare seeing often and you think peopleshould avoid making this mistake I don'tsee so many people taking the hybridapproach we know many people on the oneside of the spectrum or the other wherethey're really about buildingquote-unquote brand or they're justdoing all sales all the time we don'tsee a lot of sophisticated things in themiddle because the thing in the middleis very difficult because not only doyou have to understand how to do directsales but you also have to know how tomake content that attracts people to youthat's a fact that it's going to bevaluable so they're going to beinherently fewer people could do thatbecause a they're not aware and B it'snot easy so I don't really have an easyanswer for you there no I think thinkthat answer was sufficient it isprobably still not as long of a game asstrictly building brand when you needmoney but it is a sophisticated gamethat will be challenging at first butwhen you can Master it the upside iscrazy I mean look at Chris maybe theword is not master but you have done anexceptional job in doing that okay gangthat is the end of the five part seriesof the five core Essentials to grow yourbusiness as a creative freelancer ifyou've enjoyed this series you can goback to the last four videos binge themas many times as you want ask questionsin the comments but I did want to leavesome time at the end of this video ifyou've gotten value and are still herewith us for Chris to just say a fewwords about the European tour that'scoming up for him to teach theseprinciples very very in-depth and foryou to get as much value as possible soif you're still here check that out andwe'll see you in the next video wellfirst of all I want to say thank youthanks for making all the way to end weknow there's a high drop off rate andthe fact that you're still here says alot to me about who you are and thatyou're connecting to the content what alot of people don't realize about mewhere I came from is before I made aYouTube video I taught at private artschools for 15 years before I taught ata private art school I ran a businessfor even longer period of time so I wasrunning a successful motion designbusiness for five years prior to eventhinking about teaching what I've cometo realize about myself is my identity Ithought was for a very long time aservice provider one who makescommercials graphic design visual thingsfor people but I was suppressing adeeper identity which was one of aneducator so when people used to ask mewho are you Chris I'm a designer I'm adesigner I would say that everywhere Iwould go I took great pride in that buttoday when people ask me what are youwhat do you do I don't pause so muchanymore I just say I'm a teacher that'sconnected to who I am over the last twoand a half years it's been verydifficult not on us but on every singleperson on the planet because of covidand recently when I went out and I wasteaching again in person I kind ofreignited a passion inside of me thatmade me feel so alive and so when I wasin doing a tour a workshop tour inAustralia I felt more alive than I'vebeen in a long time you hear me saythings like my brain was on fire and Ilive to grow so when I'm out thereteaching there was a quote here I wasinterviewed recently and I was like Ireally like this here we go Craig Philiptold me this he's like you teach foryourself that you practice for yourstudents I say to them I think there'sthis dichotomy with teaching that it'ssimultaneously a selfish act and an actof generosity so when I teach I'msharing my goods if you will to to thepeople or the person is in front of meright I'm sharing it with you like hereare tools here's our ideas here's a bigreframe or here's how you would phrasethis so that you have to deal with thisfriction Point anymore but in doing sowhat the person who's asking thequestion is unaware of this they'reextracting or inducing something from mewhich is a piece of information I didn'teven know I had and in doing so Ilearned something about myself and whenyou're I slide up I'm like wow okay Ihave another way of explaining that toyou and here's the cool part of likelive teaching which is one person willsay something and they accept youranswer but another person's like uh waita minute I don't accept it how aboutthis Chris how about this how about thisand you're getting hit from threedifferent angles so you'll have a muchclearer picture as to what's not workingso you explain it slightly differentways or in a whole different way it's avery long way of saying something so Ifeel most alive when I'm teaching peoplein person and so we decided to try aconcept we're not an event productioncompany but if I was really filled withjoy and delight and my creative Soul wasfulfilled in Australia why wouldn't wetry this more often in more places sowe're like let's go to Europe let's runsome workshops and I don't want theseartificial time constraints to be put onus I want to do a full eight hours ofteaching on two different subjectsversus smashing everything I knowtogether in four hours or even 30minutes so we're trying a theory we'regonna go to Europe we're gonna be therein April and we're gonna hit sevendifferent cities tickets are selling outreally fast now so we're gonna probablyannounce that we're sold out in Londonand Berlin pretty soon because I keepseeing a steady stream of tickets I hopeto be able to see you there I feel deepinside my heart that if you're willingto show up and put in your best effortwell I teach you will betransformational there's the transactionthat's happening you have to buy aticket but the transformation that youreceive will far exceed the mountain youpay so we'll see you in Europe is thatright ciaoall rightEnglish (auto-generated)