Master call week 1 tủ tài liệu bách khoa

It's okay to feel like an impostor, and other people do it too." That made me feel a little better and made me look at some of these topics again, but I'm still struggling with some of t

MODULE ON F.: Your Game 1'/an Z E R 0 T H od

'¥'*"'

Welcome, welcome, welcome Hey, everybody Welcome to our first Zero to Launch Master

Class Very, very excited to take a bunch of great questions and see if I can answer them

for you A lot of questions tonight on positioning, on finding the right idea, on making sure

you're going into a profitable area before you ever start building a website One of the things I

really love about the questions I got is people are not asking about websites and, "Should I be

using this size URL or links?" That's irrelevant

We want to focus on what really matters So along with my answers tonight, I'm going to be

sharing some of my stories that have really shaped the way I do business, some ways that I've

actually sold products, some ways that I've had things sold to me I think that that will really

help guide you when it comes to positioning your product, understanding who it is you're

going after, and actually some counter-intuitive insights on who to not go after

So we're going to tackle all those things tonight The way this is going to work is I have some

questions from people I'm going to try to work through as many as I possibly can, and I'm

going to call out your name So please get some headphones on, and please get a microphone

ready to go I'm going to call your name I'll say something like, "John D," A.K.A John Doe If

you're there, I'm going to take your question If not, I'll try to come back to you

But try to be ready for the question, and I'll get right to it So we're going to start, and we're

going to ask you to share your question in your own words So let me see if I can pull up our

first people here

We have Chris H Chris H., are you there? Chris, I can hear you

I'm doing well How are you?

Pretty good Where you calling from?

Like impostor syndrome, like I need to be an expert before I do this I have a whole list of topics

that I've sort of crossed off because I feel like I'm not enough of an expert

i@fuiii

Did you expect that?

*9Mti

I did, but, when I went through the vault material [I thought], "Well you don't have to be an

expert It's okay to feel like an impostor, and other people do it too." That made me feel a little

better and made me look at some of these topics again, but I'm still struggling with some of

them So even though I expected it and even though I have an invisible script around it, it's still

really strong So yes, I recognize it, but getting over it is still tough

i@f.iii

Okay, good Keep in mind that you've only been looking at this material for about a week

ij:i;jtj

That's true

i;MMI

So it took you years to build and refine these invisible scripts We don't expect to tear them

down in one week This is a long, long process Alright, tell me what your question is tonight

cg:l4i

I came up with two different topics, and it feels like after I'd done the immersion research that

there's really no burning pain that I can see in people One topic may have a little bit more than

the other, the topic being German language instruction for kids I'm not sure if [I should pursue

this idea] given that there is no burning pain, certainly not in the children, [but perhaps] the

parents I'm specifically looking at expat parents, German parents who live in the states and

who want their kids to learn German

I'm wondering if I should just give up on that topic It's one of the topics I picked because I feel

like I'm an expert I actually have a background in linguistics I've taught German before I am

an expat parent in the U.S with a son in that age group, so I kind of know how it's being taught

in the German schools that are here I feel like there really is a gap in the market There's

something that I could provide that's not currently there that could make it better

i;UMII

Okay So what's the question, Chris?

cg:l4i

The question is: Do I give up on this topic because there's no burning pain and try to pick

something else? Or should I pursue it more?

i;MMI

What makes you think there's no burning pain?

g:l4i

I get the burning pain of people who need relationship advice, who need weight loss programs

The most burning pain I can see in these parents is they feel embarrassed that their kids don't

speak their language That they go home to Germany, and the kids can't talk to grandma and

grandpa I'm not sure if that's enough of a burning pain to warrant pursuing this subject

l;hfuiii

I'm smiling right now Chris, do you have kids?

Yes, but not as important as swimming

Okay But does he know how to ride a bike?

Okay Very good So when I was a kid, my parents put me into all kinds of sports They would

force me to go, but they said, "You don't have to stick with it You just have to try it." So I would

play tee ball I would do all kinds of these crazy sports Why do you think they did that? They

wanted their kids to have the exposure to all these different things

Now was it a burning pain, like I want to lose 40 pounds, so I can attract a man or a woman? No

It wasn't that burning But parents and their love for their children, that's almost some of the

most burning pain you can find It's just expressed in different ways So if you are a German

speaking pa.rent, and you don't have the time, or you're embarrassed that your child goes back

to Germany and doesn't know how to speak to their grandparents, that's definitely a pain point

Is it as burning of a pain point as something else? No I mean, there are things that are more

bigger of a pain point But that's definitely something that they care about I know this because

I come from parents who speak a different language So they bad to teach us when we were kids

I noticed in your question-I'm going to come back to the German speaking idea in a second

-you said, "I'm worried that my other topics are less suitable I worry that I'm going to miss out

on the class and master calls if I can't get my topic figured out this week, because I blah, blab,

blab I just don't want to miss out." You remember writing that?

Well, I think you would probably say there's plenty of time because all this stuff is recorded,

and it's in the vault But I feel, especially being on the master calls, I feel like I want to be sort

of current because if I still don't have my topic figured out by next week, and you guys move

onto the next thing, I feel like I'm going to miss out on the live part of the course if I can't get it

figured out in time

l;hf,iii

Alright So first of all, I have many books that I read every year I come back to them once a year,

and every time I read them, I discover something new because I've gotten that much better that

year My goal for you is to go through the program over and over, and you're going to discover

lots of new insights that you never knew Okay? So put that fear aside

Also, notice that you used the word "worry" many, many times We don't make decisions out

of desperation So if you're saying, "I'm worried about this I'm nervous about that," that's not

being deliberate and methodical So I want to put that out of your mind right away Alright?

Slowdown

Don't worry about falling behind Let's worry about making the right decision, not about some

arbitrary timeline Okay?

GMti

Got you Thank you

Alright Very good So let's talk about this German speaking program I don't know if it's a good

idea or not, but let's explore it for just a second I gave you my impressions of parents What

might a product like this look like?

19ii;h>j

It could be a subscription service, where you sign up for different parts of, say, irregular verbs

Well let's start with something simple Let's say we will teach your son the most important 100

words Then you move onto simple sentence structure Eventually it would move onto more

complex topics like irregular verbs or tenses or something

1;0$111

Well, okay Let's hold on Let's hold on on what the course contains What's the promise? Why

do they want this?

Because they want them to be able to communicate to family in Germany

Why? Good And why else?

Gl!¥i

Because it makes the parents feel more connected to their own cultural roots to have their child

be immersed in that culture

Okay So if you speak to a parent, they'll use these words They want them to "carry on the

heritage." Does this resonate with you when I say that?

Gl!¥i

Yes Absolutely

l@f.iii

So we got to use real words We got to use words that our market actually uses and the things

they care about Carry on their heritage is real That's how people actually talk

Saying, you know, "I'm going to give them how to conjugate verbs," nobody cares That's

a bullet point on a sales page First, we want to understand what they truly, deeply want I

think you really nailed the two things Number one: The heritage Number two: So they can

communicate with their family

Those are really positive, powerful things There's also some things that they fear Not carrying

on the heritage, being embarrassed, having a gulf that grows more and more By the way,

what's that thing about kids learning languages best when they're young? Have you heard that?

Probably not so good I mean, it's not too late to start learning, but it's definitely easier as a

child I know that from my linguistic background

1@$111

Okay Very good So we definitely have to put that in there So you see how we are going much

deeper than just, "I'm going to teach him how to conjugate verbs"?

Gl!¥i

Right

l@f.iii

Okay Now, again, I'm not pressing for this or not, but based on what we just talked about, do

you think that this could possibly be like a pretty good product?

191i;j~j

I think so Clearly I have to target it to the right people So I have to figure out I haven't figured

out all the fishing holes I know some of the German schools in the U.S are clearly fishing holes

So that's going to be one of my challenges, because I don't think there's really blogs or forums

dedicated specifically to that So I'll have to dig a little deeper to figure out where these people

are

'¥'*"'

Yep But there's a million places Basically wherever German parents hang out, like German

restaurants, German websites

Anywhere they hang out, I guarantee you that out of 100 German parents, there's going to be at

least a couple who are really busy, and they want their kids to learn how to speak the language

But if you can show them that they can use your product to help their children learn the

language, which will connect them to their heritage, which will connect them to their family,

they would be more than happy to drop $50 or $100 or even $200 on something like that Does

that make sense?

a=•¥i

Yes, it does

i;Z.!J.iii

Alright So I like this I would like you to go and do a little bit deeper research over the next

week I'd like you to go talk to some people I'd like you to actually email them Remember, it's

okay to talk to people who have already taught their children German on their own Ask them,

"Why' d you teach them? How would you feelif they didn't learn?"

It's also okay to talk to parents who just don't care that much "Oh, okay I'm not pressuring

you at all I'm just curious Do you not mind? Some parents want to teach their children You

seem to not I'm curious How do you think about that?" Use these kind of non-confrontational

questions, and you'll get a lot of insight in the next week Alright?

Alright We're going to move quickly now We're going to move to Steve B Give me one second

as I just activate this Stand by Steve B., are you there?

Jii¥Jj

Vancouver, Canada

i@f,iii

Alright Welcome to the call So do me a favor Thrn your volume down a little bit We're getting

a little bit of echo Tell us one surprising insight you've had from the program

Jii¥Jj

Basically the power of positioning That's just pretty much the most important thing there is

1@$111

Yeah Very good We spend years on some of our positioning It's tough stuff But when you get it

right, you really get it right So tell us your question

Jii¥Jj

So I'm a fitness professional, and I kind of feel like I have a solution in search of a problem The

solution is getting stronger, and pretty much anyone who wants to get stronger is my target

market So how do I target a specific mindset that's primed to respond well to what I'm saying,

regardless of their background or demographic? Does that make sense?

Why do you want to get strong?

Jii¥Jj

Oh Why do I want to get strong? Well because it's a lot of fun, and it improves my confidence I

can lose fat, gain muscle It just makes everything in life easier

Okay Alright That's fine I actually like that because you have an open mind, the child's mind

So you can ask questions and learn from your clients right now It's great By the way, in your

question, Ijustwantto read this for everyone: "I want to become an unbreakable badass, so I

can fantasize about being heli-dropped into the jungle in the middle of a war zone and fight my

way out, subsequently saving the world."

First of all, amazing Second of all, you're a total weirdo Nobody wants that, and you know

that You said that in your next sentence What do people want? Why do they come to you or any

fitness professional?

liiihi

They say they want to lose weight and look better

Okay Why do you say it so skeptically?

Jiii1J

Well, because it seems to be that everyone is focusing on the wrong thing My philosophy is

if you focus on getting stronger, and you don't really have to worry about what the scale says

because you'll look better Strong people look like they're strong Then all these other problems

that are so hard to kind of get dialed in properly just seem to fix themselves if you get stronger

i;Mf.iii

Yeah Have you ever tried testing that approach? 1

Jiii1J

So it works really well for people who are already agreed with me These are kind of like crossfit

people, power lifters, or people who are already into the hardcorefitness scene It really doesn't

work well for the beginner

•MM"

What a surprise I'm so shocked right now It's like a hardcore religious evangelist trying to

evangelize people at their own church It makes no sense

Why are you wasting your time? You're basically telling people, "Hey, you want to lose weight

so that you look good and you feel good By the way, you're totally wrong about your entire

approach Your whole world view is wrong You need to stop, and you need to do what I say

Eventually after you lift this extremely intimidating looking barbell, I know you think it's

going to make you look really muscular ladies, but it's not, even though you've been told that

for 28 years So trust me, some random guy, and all your problems will be solved." Not a very

compelling argument, right?

Jjifjj

No, not really

i;hfuiii

Alright You need to first listen to people, and you may very well be right, but you can't go in

there and tell people they're wrong Like [with] personal finance, half the stuff people are

doing is wrong But I also have to acknowledge that there's a reason Like [with] tax returns, I

tell people, "Stop Don't feel guilty about it." Or I didn't tell people, "Stop spending money on

everything." I said, "Look, let me show you how to spend a lot of money on the stuff you love."

You see? You have to listen, give a little, and then you can get a little as well So when I first

walked in to get a trainer, you know the first question they asked me? They said, "Why do you

want a trainer? Is it for aesthetics or health?" What do you think I said?

Jjifjj

Well I already know the story So you said, "It's to look better."

l;hf.lli

Yeah Aesthetics, 100% I didn't give a damn I was like, "Yeah, I don't care about health I want

aesthetics." And I was a guy I was a single Manhattan bachelor So that makes a lot of sense

And also, you know, if you take a woman of that age, they're going to say that Now if you take

a 42 year-old mother of three, she's going to say something very different Alright, who's your

target? Do you know?

Jjifjj

No, I don't That's the thing, because I feel like my solution can help everyone So Ijustwantto

help anyone who wants to be helped, it seems like

One of the kind oftargetmarkets that, ifi had to pick one, [would be] older guys that want to

kind of stave off mental and physical decline, or that used to be athletes and want to get back

into it I think that's going to be a really good one to pursue But, I want it to help everyone

Yeah Well look, I want to help everyone too, but I have to take it step by step It takes a long

time to even understand one market really well It's taken me a long time So I'm going to

recommend that right now in this early phase, you start talking to different people The

beautiful part is you have access to a lot of different people, young men, young women, older

men, older women, everybody

I want you to listen to what they really tell you They won't tell you the truth at first, because

it's scary It's intimidating to tell some guy you don't know why you're working out It can get

as deep as, you know, "I just want my husband to look at me when I change my clothes, like he

used to." I mean, that's really deep emotional stuff But that also informs the way you approach

them So some of these people, you're really just not going to resonate with

Strength for a so year-old woman, like strength training, it's unlikely It's probably the last

quadrant I would target Young men who want to build up and get like bigger or beefier, as my

trainer says The other day, I walk in He goes, "Yeah, looking beefy today." I was like, "Yeah, I

know." So that resonates with young men Especially skinny young men

liB11

But the problem with that is that they already have preconceived notions, and there's so much

noise out there How can I convince them that this is the right way to do it? And all those things

you're worried about are just tactics

l@f.iii

Yes Okay So this is a great question Now we're getting a little bit more advance here So the

first thing to do is to acknowledge what they want So let's say that a guy like me a few years

ago comes in Right? I'm 140 pounds at this point, 150 pounds I just want to get bigger Now

at that point, I didn't really know much about working out I really didn't know anything, but

I had money I didn't have a lot of time So I pretty much was a blank page I was like, "I'll do

whatever you tell me to do." So that's one type of person There are people like that where you

live

liB11

It's the ideal client

1@$111

Ideal client I was the ideal client However, there are other people that come in, and they have

a certain agenda You can say, "Look, I'm going to do that We're going to work with you on that,

and I'm going to show you a couple other things." You could say, "I like what you did there Why