Master call week 2 tủ tài liệu bách khoa

So with that said, we're going to start off and I'm going to give you a couple of names of people that are going to be on depth tonight.. We know that parents, like a lot of the day, the

'¥'*"'

Welcome, welcome, welcome to our second Master Call for Zero to Launch I can't wait to tackle

some of these questions tonight We have some really good ones I will tell you, I have a ton of

energy today I had a two-hour call scheduled for the middle of the afternoon and I'm very, very

anal about my call scheduling So I have extremely detailed requirements for my phone calls

It has to be clear who's calling whom I have a specific format that I want in my calendar entry

that my assistant follows If people are late by X minutes, I just don't do the call anymore

I'm very specific, that's what let's me fill in so many calls and get so much stuff done every

day So I get on the phone with one of my friends and he was suppose to interview me for his

podcast So I'm sitting here, I have all my recording equipments set up, I have some notes,

and he goes, "Okay, so what are you interviewing me about?" I said, "What? Me? I thought

you were interviewing me not me interviewing you." And we realize that there was some

miscommunication, so he goes, "Hey, I'll interview you, no problem Let's do it in a couple

of weeks." And I look at my calendar and it's completely clear untilgpm So I'm not looking

around, and I have nothing to do this afternoon What am going to do?

So I read a book, I watch some reality TV, I took a nap, then I woke up, and I looked at my clock

I said, "I'm going back to sleep again." I went back to sleep in the middle of the afternoon I said,

"This is the best day of my life." And now here I am talking with you

So I want to start off with a question I'm going to give a couple of recommendations again for

anyone who ask a question today: Have that question ready in front of you Make sure that you

have your headset or microphone handy and make sure that if I call your name, you're ready to

go I want to keep this thing moving because I want to answer a lot of questions

Tonight's questions are outstanding I actually have to tell you, I think they're better than last

week's, and that is exactly what I expect from you Each week I want to see improvements in

the type of questions, the caliber of questions, and the depth of questions that you're asking

That's what I'm here If you have beginner questio s, no problem, I'm going to tackle those for

you But as we get more and more advanced, that's where these calls can really shine And as

always, remember, you're going to have access to these calls for lifetime access So if something

doesn't quite make sense or resonate right now, don't worry You may come back and listen to it

in six months or even two years and understand it in a whole new light

So with that said, we're going to start off and I'm going to give you a couple of names of people

that are going to be on depth tonight We're going to start off with Chris H in just a second

We're going to move to Justice D., Jenna D., and Joe E We're going to tackle those in order and

then we'll tackle some more as well Let's keep this questions concise and I will do my best to

answer as many of them as possible tonight

Alright, so we're going to start off here with our first question from Chris H Stand-by Chris H

Chris, are you there?

Alright So before we jump in, I'd like to ask: Last week I asked you about an unusual insight

you had with the program I want to ask you now about: Have you told any friends that you're

talking this course?

Gl!¥i

I have told several of my friends who helped me with the Idea Mapping or with rather figuring

out what skills I'm good at

l@f,iii

Okay, good And what was their reaction when they heard that you were taking this online

course, Zero to Launch?

'9M'"i

They didn't seem very surprised I sort of got the feeling that they were expecting me to do my

own thing, some online thing, and they weren't very surprised at all

•MM"

Love it Okay, good Alright, I see you have a very long question here, but I want you to cut it

down and make it concise Give it to us in two to three sentences

Qii¥j

Sure My problem is that I'm struggling with creating remarkable content because I think my

issue is that I have two target groups As a reminder for everybody, I'm working on German

language instruction for expat kids So the people who would be using my product are little kids

between the ages of six and ten The people who would be buying it are their parents

So the content I'm creating is for the kids, yet the remarkable giveaway content that I'm using

to reel the parents in has a different target So I was looking at the questions that you gave us:

What can I create that would be irresistible to people that would make them like you think you

know it? I think with the parents that would be (A) if I could make their kids speak German

fluently, or (B) if I could at least increase their willingness to learn German So my question

was, what kind of content do I create for that? Do I create a language instruction, teaching or

telling a mother how to teach her kids colors or vocabulary or something (which is sort of more

towards A) or do I teach them more about the psychology of getting their kid to be more willing

to learn something that they're probably not excited about learning Or (C) is it more about the

pain points of the parents? Which of these three directions do I direct my content to?

Alright, the answer is yes, you should be doing all of the above Now you want to be tackling

all of these things but of course the focus should be on the parents The parents are the ones

who are ultimately going to be engaging with this material, teaching it to their children, and

of course buying it You have this famous phrase that Kix cereal says, "Kid tested, mother

approved." An absolutely beautiful example of marketing language So what I want to talk

about here are few examples of how to create remarkable content for this audience, right?

Parents of children who want to teach [their kids] German Now I want to explain something to

you as I go into this I don't have children so what I'm about to show you, I first want you to tell

me if this resonates with you, okay?

So what if I wrote three different articles and one of them was titled, "Here's what I learned

teaching five-year olds about learning German." That's number one

Number two, "How to teach your son or daughter to order at a restaurant in German." And

number three, "A fun five-minute game to try in the car." Alright, now let's just pause right

there One, two, and three,just from the titles alone, did those resonate with you?

cg:!Mi

Yes

Yeah? Why do they resonate?

ijii;JIOj

I would be interested in reading anyone of the three

i;Mf.iii

Exactly Okay, now I don't have children so what's the principle I'm employing here? Because

there's no way for me to have known that What did I do to be able to come up with those

That's exactly right and the last one I said which was a fun, five-minute game to try in the car,

notice that I'm not trying to shove in my ability to teach German at every step of the way If I

remember correctly Chris, you're the parent of a two-year old?

1911;110j

Actually an eight-year old

Eight-year old, okay We know that parents, like a lot of the day, they just want to get through

the day and there's these times during the day where their kids screaming in the back of the

van and they're like, "!just need to get them to soccer practice so I can pass them off to the

coach." Right? I'm sure you've been there

Gi!¥i

Yes

'¥'*"' So this fun five-minute game really solves one of their problems And remember, Ramit's

number one rule of marketing: nobody gives a damn about you Your target market, to them

you are just a blip in their day What you need to do is put yourself inside their world, the world

of a screaming child or being exhausted but still wanting to do the right thing and pass along

that heritage And so what I did with these examples was everyone of them, "Here's what I

learn teaching five-year olds about language," "Here's how to order at the restaurant," these are

all outcome-based, they're not feature-based In other words, I'm giving them something they

already want They want their child to be able to order in German, or they want to play a fun

game with them I'm not saying, "Here's how to conjugate verbs for your first grader." It's super

boring

You can teach them that in the middle of the actual piece, but really what we're doing is we're

making this conversational And you're going to go into this remarkable content by saying,

"When I was teaching my son German, he would rather sit around and play on his iPad." So I

had to come up with some really clever solutions, really clever ways of engaging him and the

best time that I discovered to do this was those lulls between activities, like when you were in

the car, or right as the bath water was filling up, whatever As you can tell, I have no sense of

this

Qii;h"j

This is actually quite true, we do do these games in the car So you hit it right on the head

I;Uf.iii

Perfect, perfect As I was saying, I truly have no idea of anything about children's age because I

just went from like a kid who's playing soccer practice at eight to a child who's in the bathtub I

don't know when you stop bathing your child, I have no idea But what we're doing here is we're

getting inside the parent's head Does this help?

Keep it up Take this to the market Let's see what they say Alright?

ijii;JIOj

Alright, thanks

i;Mf.iii

Alright Great job Good question So everyone: That is a good example of how to get inside

your market's head Now, I am not a parent, I don't know German, but what I do know is

how to relate to people on an empathetic level You can do the same What are some of the

key principles we outlined there? What did we outline? Number one, you are just a blip to

your market, always keep that in mind Even me, when I email you, I know, I have about fivt:

minutes in your day maybe, maybe a few times a week So I have to make it fun and engaging

I'm not sitting around writing emails that say, "It's seriously importantly that you learn about

this tax loss harvesting at the end of the year." No, I'm talking about, "Let's show our salaries

openly Let's do it anonymously." Let's talk about stuff that is engaging, and then along the way

I'm going to teach you that stuff

Notice also that for remarkable content, I focus on outcome not features So here's a fun five

minute game to try in the car It's bite-sized You don't have to get everything out in one piece

If you create one really engaging piece, they stick with you and you'll have the opportunity to do

more and more later on I thought that was a good example of how to create remarkable content

for a particularly challenging audience

Okay, we're actually going to take a pit stop here and go to David W David W., are you there

'¥'*"' Beautiful, beautiful Where in California are you calling from?

Probably the most surprising thing to me so far has been the way that you can turn an idea

from a bad one to a good one just by shifting the position As I was going to the Idea Mapping

exercise, there were number of ideas I had When I realize I was having trouble fitting them

into a quadrant, it was probably because, for some people would [be the] best, for other people

would be bad

Yep, exactly And I have to tell you, in terms of positioning, I have a product o : ~n ~ t;flat I

actually describe in the Zero to Launch course, it was my email course And f'-:11i: J:>~ was

virtually done but I could not figure how to position it for years and years until I fina~;yp

some advice on it which provided crystal clarity to me and it went on to be a terrific sE: : ~ ~::' fo ~

So you have to have a good idea but positioning is incredibly important, and when you can d

right, your competitors effectively don't matter You render them obsolete or irrelevant becau

you're focusing in a super targeted way on your audience

Alright, so you've got two questions I want to tackle your first one and if I have time, I will

come back again to you and tackle your second one So talk to me about your competitive

question

+·t.iji·i

Sure So the idea that I've been working on is that I am very good at distilling people's ideas

that are large and complicated, and I'm about to give some sort of speech or presentation or

something and distilling them down into something that an audience can really work with and

digest and walk away from So I've been doing a lot of research In terms of trying to find who

that's going to fit with, I think I've found a few markets but I've noticed that there is absolutely

zero competitors in the space And there's a piece of me that thinks, "Oh, that's something of

an opportunity," but there's another piece of me that thinks like this is a ghost town It's not

necessarily a good thing that I would be the only person in town trying to do something like

that

l@f,iii

Get specific, what's the market? Get specific with us

•·t.YJI·•

Well I was looking a couple of different things The first one that I was looking at was for grad

students So of the things that they do in order to apply for an academic job is they have a

really high stakes, 45-minute presentation where they basically have to give their life story in

45 minutes And the great thing about that is they don't really check security in terms of who

shows up, so I've set it on a bunch for just sort of for fun and observe the way that people who

have really work to the room and did well, and people who really flounder because, if the first

guy raises his hand after your talk, talking about life's work, and he says, "I don't understand

why you're here, why you're relevant," you probably missed the ball and have totally blown

your chance that you have of getting this dream job that you might be shooting for So that was

something that I was shooting for in terms of exploring the academics phase

Alright So I'm going to give you a bit of a nuance answer because I think most people would be

expecting and will say, "This is horrible, this is terrible Run away." But actually there's a bit of

a nuance answer behind it and that's one of the benefits ofbeing on this Master Calls is we can

actually dive in to this for a minute Alright, so first of all, when I started writing I Will Teach

You To Be Rich, there were very few competitors in the space Do you know why? No, because

college kids don't pay nor do they really care about money That's the point-blank answer You

could create the most amazing content in the world, and college kids are not in that mindset,

they don't have any money and even if they did, they don't have expenses in the same way a

person in the real world does So the market responded rationally and there were very few great

sites focused on young people

So I come along, I'm this cocky college kid, I start writing for young people because I am a

young person Now I did it because number one, I felt like I had something that the world

needed to hear, two, I had no intention of turning this into a business If that were a business,

that would have been the worst business on earth because not only did I not make money, I

actually lost money for years and years So as I got older, the things that I learned writing for

college students actually turn out to be incredibly beneficial So I learned about hopes, fears,

and dreams My audience aged with me and as I became older, more experienced, wiser, and

some would argue, much better looking (actually everyone would argue that) I realize that the

insights I have learned as 20, 21, 22 year-old were incredibly valuable, however, I don't speak at

colleges Why? Because they don't really care I don't target college kids anymore or even recent

college grads They don't have the ability or willingness to pay

So there's a nuance answer here which says from a business perspective I don't really help

college kids However, the fact that I started out back then and took the time to really mind and

understand that market, that turned out to be incredibly useful to me Now I could only afford

to do that because I wasn't treating it like a business It was basically just a hobby Now you're

in the program Zero to Launch because I think you want to start a business Am I reading that

right or are you open to just doing a hobby? Which one do you want?

i·iMI·i

Yeah man, we're in it to win it

l@f.iii

There we go Love the answer, love the enthusiasm So if that is the case, then we've kind of

gone over the nuances of what to do if there is not really a market and in my case, I would say,

"I'm skeptical of this market." Grad students, if you know them, you'll know that they typically,

not only do they not have any money, even if they do, they don't have the concept of investing

in themselves They just don't So maybe I'm wrong for this particular thing because maybe it's

such a big deal to them that they're willing to invest breaking all assumptions that I have And

if that's the case, then you want to find that out

Let me ask you this, have you contacted this prospects and talk to them about it?

i·iMI·i

Well my wife is one for one, but yes, I've been talking to a bunch of other people that admittedly

I'm already friends within the cohort So there's a level of friend bias to try and interpret it

around

l;hf,iii

And what did they say?

l·t.Sji·i

They're kind oflukewarm on it Yeah, I mean I know I'm trying to you can tell it's bad, I guess

when you're convincing yourself, it's like, "But you guys all run crazy Mac laptops, and I know

what you guys are clearly investing on tools to make yourselfbetter." But I'm arguing with

myself at that point and it's probably not that where I should be

i@f.iii

That's exactly right You're reading this exactly right David The minute you have to try to

convince people and you see this a lot with really novice copywriting They literally will use

the word "seriously," and that's where you know they've already lost Imagine I come up to you

and I hold you by your shoulders, I shake you by your shoulders and say, "Seriously David, you

really need to start investing today, seriously." And at that point, I've already lost because you

shut down, I could see it on your face I can see your face right now, you shut down, and I'm not

connecting with you So when you're going to this people, I can already tell you the response,

they're lukewarm like you said They're like, "Yeah, yeah, I know, I know." But they don't want

it

I'll tell you, the difference between products that I've created where people don't really want it

and people desperately, urgently want it, it's night and day With Zero to Launch for example,

[people are] emailing me, "Can I get in early?" or, "What is the price? I know you won't reveal it

but I want to make sure I put it to size so there's no issue so I don't miss the deadline." They're

literally like trying to get to pay before anyone else That's the difference So I think you're

hearing the market right It's painful to hear what it says sometimes but I think it's better to

hear it now than six months down the road

Alright Any other questions on that first question?

Nope

i@f.iii

Alright, good If I have time on this call, I will come back to you We'll try to tackle the second

one If not, we'll try to talk next week Alright?

It's good

i;MMI

Alright Good question David Keep working

One thing I had to say I love about the community is I haven't seen too many people getting

really, really dejected because as we know, it's not a failure, it's a test and we see that in the

community People are very open They said, "You know what? Hey everyone, congratulate

me I realized this idea wasn't good and I'm going back to step one." I also think that we should

congratulate each other for that Better to do that than to force something down to other

people's throats, have them react and really or worse, just not really care at all, and then you

wonder, "How can no one is buying it? This internet thing is a scam." No, it's not a scam You

didn't do your homework

And I'll give you another example from our own business I've been playing around an idea

for several months, I've brought in several team members to advise on this idea It's an idea I

personally want to do I'm CEO, can I do anything I want? The answer is no The market also

tells me what will work And so as much as I try to make this idea work, today I concluded that

the market doesn't want it, and so we set it aside I actually sent a note to one of my co-workers

and said, "Alright, effective today, we are putting this idea aside We'll come back to it in two

years." Two years, think about that Why two years? First of all, we have some other products

that we're working on We need to do those first

Second, my hope is that two years from now, we're a lot smarter and we learn certain things

that we don't know now You see, ultimate, ultimate patience, and two years or three year or

five years from now when I launch it to hopefully, massively successful response There will be

people online who say, "Oh, must be nice Ramit just sends an email out and makes so much

money." What they don't realize is there's so much decisionmaking behind that to decide

what product comes out, when and which are killed, put out to pasture or just deferred until a

brighter day It's not a failure, it's a test And hopefully a year from now or two years from now,

you will know a lot more, be much smarter about it So when I tell you all these things, I'm not

just lecturing to you, I'm living it right now, doing the same things you're doing, finding ideas,

testing them and in some cases, saying, "Okay, this isn't the right idea I'm going to put it aside

for now."

Alright Let me go on to our next person, Jenna D Jenna D., give me one second here Jenna,

are you there?

Sure Probably the biggest surprise is the direction that the research took me in terms of the

idea that I have for my business It's not what I thought what it was going to be but it makes me

really excited

l@f.iii

Love it Okay, tell us a little bit about it and tell us your question

fi@@i

Sure So basically a nutshell, I want to help coaches and trainers in health and wellness world

get more confident so that they can get more clients And the reason that I came up with this is

I hear things like, "Am I good enough? Do I know enough? What if I mess up?" All the different

kinds of things I've write it, I've written conversations that I've had with this trainers and

coaches So the thing is I get that there's a need for it They need this kind of confidence But my

question is, is this a vital business idea? And if it is, where would it fit on the Demand Matrix?

Is this for real? What? I can't relate at all I don't understand at all Okay, I actually know this

market very well and I know exactly what you're talking about Let's go back and forth a little

bit, tell me some of the actual language that they use to express their "lack of confidence."

"Mid · '

Sure: "I know I have the skills, and I'm pushing myself out there right now But it's taking a

lot to keep those self-doubts and fears away in order to allow me to keep moving forward." "I'm

terrified and messing up, not knowing the answers to questions, being boring." "How can I

advise people when I still have work to do to get my own stuff together? Or if I'm wrong about

this? What if I don't know enough? What if I make a fool of myself?" These are kind of the

things that they're saying

•MM"

Great Did you have that in a research document in front of you?

+I@M'

I did I have a bunch of quotes that I've taken from consultations that I've had, conversations

that I've had

i@f.iii

Excellent I'm very impressed I just want to put this out to everyone listening What J enna just

did is extraordinary and that's exactly the level of excellence that I expect from everyone of you

I asked her to give me the language, and she didn't miss a beat She went right into it, and best

of all, she didn't just make it up, she read it And that is incredibly important to stay close to the

research We have extensive positioning documents as I outlined in Zero to Launch And as we

get further and further down the product development process, we tend to do the thing that all

humans do We tend to concoct these stories in our head, and sometimes I'll say stuff like, "Oh,

these people don't want that What they really want is this." And I'm pretty good at doing this

I've been doing it a long time I have to go back, look at the positioning documents, which have

the actual words and emotions that people used So to have that document right there, available

at your fingertips, that is exactly what you want to be doing so you can stay close to the research

So great job on that

Now I hear all of the things you said, Jenna They resonate with me in the sense that I

understand and I've seen people talk about that So your question is, are these people actually

going to pay, is that the question?

IH*t.i

Yeah, pretty much I understand that there's need for this, but is there a want Will they

actually pay for this?

i@§iii

Yeah, great So let me tell you my candid feedback on this exact situation I too share your

skepticism of this market It could be that there's a legitimate need, that they truly feel that

they lack confidence and if you could help solve that problem, then they would be able to

skyrocket their businesses On the other hand, this could just beD-players

And as I've said and it's an uncomfortable truth, it's almost impossible to take D students and

turn them into A students Now there are certain people who focus on D student or remedial

students and God bless them That's not my place in this world and I'm not saying one is better

than the other, not at all They both have different values But I prefer to focus on the people

who are already doing well and want to get to that A+ level Now, which one are you? Have you

thought about that?

IH*t.i

Yeah, absolutely I want to work with A+ people

i@.t,jii

Awesome Okay So if that's the case, you want to find out if these players are B players who

could be made into A players, or are they just D players who are using the codewords of

"confidence" to cover up their lack of motivation or their ineptitude, or incompetence, or just

their ignorance when it comes to business

So we want to do that and there's one simple way to do that We're going to ask them to pay I

want you to offer your services for $X and then observe how they respond Do you think you

could craft a small custom service, maybe even a four-part coaching call that would help them

overcome their confidence barriers?

fl@d-1

Yeah, absolutely