Master call week 3 tủ tài liệu bách khoa

I decided I need to change something on there even though N equals one, but more importantly, hey, if you don't want to meet, that's totally cool, but let me just send you a couple more

I;M$hi

Alright Welcome everybody to our third Zero To Launch Master Call A couple of things to

cover tonight We are going to go a little longer than last week So I've got a bunch of great

questions here tonight I cannot wait to answer them We've got questions all over the board

from basic questions, advanced questions, positioning questions, copy questions, we're doing

all of it

So I just got back from a meeting I went uptown for drinks It's pretty interesting There's

a guy I really admire and I read his book It really changed my life, and I emailed him and I

tend to get pretty good responses when I email people now You know, I know how to write an

email and I drop certain things strategically like I have an audience of this size or I wrote a

New York Times bestselling book It's not meant to brag It's meant to connect and you know,

basically cut through the clutter and be like, "Yeah I'm legit." So this guy writes back and he

says, "Ram it, I've looked at your website It looks like you have a very interesting business

However, it looks like we don't have much in common because it seems like you're specifically

focused around money, and I'm not really as interested in that So sorry."

I was like, "What?" This guy totally just rejected me, but I wrote back and I said, "Listen, I

should have been clear Here's what my business is about Listen, we have a lot of other things

in common like XYZ and I totally understand if you don't have time, but if you do, you know,

I'd love to do it whether you're in New York or San Francisco, or I can fly out to meet you."

What did I do there? The principle that I often talk about is, "No is just where the discussion

gets started And it would have been easy to say, okay, notice that I didn't push either Busy

people don't want to be pushed You know, when sometimes when people try to get a meeting

with me, they literally send a calendar invite to me and try to muscle their way into my

calendar, I just ban them I'm not having a meeting with you So I was really courteous about

this guy's time

And he said, "Listen, oh you're in New York are you in New York tomorrow?" And I said,

"Why don't we work around your schedule?" He said, "Follow up with me in 10 days I get

from a certain country." So I ended up following up with him and we just got together and

we really hit it off And it just goes to show that no is where the discussion starts He looked

at my website for whatever reason and I have to blame myself, not him He went there and

he probably saw I Will Teach You To Be Rich He thought, "Oh,just some guy who wants

to make money." And that's my fault, not his So it would have been easy to mope around

and feel rejected, but instead, I said, "What can I do?" So obviously, I need to look at my

website I decided I need to change something on there even though N equals one, but more

importantly, hey, if you don't want to meet, that's totally cool, but let me just send you a

couple more sentences and make a really nice offer to me Went out, took him out for drinks,

had a great time and I hope that we can, you know, start a pretty good relationship

So with that said, I want to jump into some questions tonight I got a lot of great questions

Justice, are you there?

Unfortunately, bad, but it's all right You know like you've been mentioning, we face setbacks,

we face challenges, and we work through them

'MM"

That's right It's never as smooth as you think when you're going up, but once you get to the top

of the mountain and you look down, you don't remember step so g You just look at the view and

you say, "It's good to be alive." So I like to challenge, I like to struggle If it were easy, everyone

would do it So let's talk tonight You got a question for me?

iliiMtaii

Yes So, I'm in a pretty niche market or I'm focusing on a pretty niche audience, oil and gas

operations tech so these are guys who are actually out putting their hands on oil and gas wells

on a daily basis They don't spend a lot of time online but I found a few fishing holes And my

question is, I work in this industry, I work with these guys, and I'm a little concerned that if I

just kind of approach them and ask them questions about their hopes, fears, and dreams that

they're going to one, recognize me as weirdo and two, kind of write me off and in a pretty small

online community, I'm worried that it'd be kind of hard to just move on to the next community

So I thought about posting some of my write ups to the ZTL community on Facebook, getting

their feedback before putting them out there, but I was wondering what other suggestions you

might have for kind oflower stakes engaging or practice? Or for you know, how you kind of

recover? The story you opened with, I thought, was a great example, although, that was kind of

around clarifying what your interests are versus, "Wow you're a weirdo."

•MM"

Okay, so first of all, how big is this market?

"'hit9i

Well, I mean, just for an example, we're talking probably on the order of 5 to 10,000 people in

the US And worldwide, probably closer to a 100,000

Okay And how many of these people have you talked to so far?

'''hit9i

So, I actually work with them I've got 10 of them that report to me, but I haven't specifically

kind of reached out to them in person yet That's another reason I think I'm a little bit more

hesitant It's because, you know, this is a community that I'm a part of There's not as much

anonymity that I would have if I were kind of pursuing other directions

I;U$111

Okay So I got a couple of comments for you Number one, the simplest solution is to engage one

on one before you engage with the entire audience of 5 to 10,000 people, okay? So how do you

this? You can do it via Linkedin You already have contacts That's one way to de-risk this idea

so that you're not having to spend a whole bunch of time creating something for this market

when the market is small and you don't even know if they're going to pay You need to do the

research Second, here's something that I strongly recommend you do Talk to people who have

left the industry first Have you done that?

iliiMtai

No, I haven't

Okay, so what would be the advantage of talking to people who have left the industry?

iliiMMi

They have the experience They kind of have walked in those shoes, but they're no longer kind

of currently engaged with the community So, you know, learning with them isn't as high risk

And honestly, I would say it's probably lower risk for them, too, because they're not as worried

about how they might come across to me

•MM"

That's exactly right That's why one of the things that we do in Dream Job is when people are

looking for a job, they talk to not only to people who are at the company, but people who have

left the company because the second you leave, you're going to be way more honest You can be

like, "Oh yeah Mike in marketing, he sucks And Sally had a really bad attitude So make sure

you stay away from her on Mondays." You know what I mean? They're going to tell you the truth

And also, by the way, Justice, what is your potential idea here?

'''tiit9J

Yeah And I forgot to open with that It's actually an improved training program for around a

technology that's widely used that there are other training programs in the market that range

from a one day $100 course offered at a community college to a $4000 five-day residential

course

What is this for though? What are you going to teach them?

"''MMJ

One of the biggest complaints around this sort of training is that it's overly general and that

people never are able to kind of take it back and apply it to their specific situation

Got it Alright, I think it will be good for you to talk to these people Who do you think is the

buyer of this program?

iliiMHJ

That's a really great question I know that for example, training coordinators are the ones who

kind of designate which courses get put on these people's schedules Also, as a supervisor of

these guys, I know that people like me, their team leaders and managers, also kind of select

•MM"

Okay A couple of things to think about Have you ever done enterprise level sales or sales to

organizations of this size before?

"'Hit9J

No, I haven't Although, I work within one and from the inside, I had to do a bit of selling, but

not the level that you're not talking about

1;1-giii

Alright, so it's worth exploring, but I want to caution you There's two huge red flags that

you're bringing up for me Number one, this market is really small So you're telling me that

you're even worried about even doing customer research, which tells me that I would be super

worried about finding enough customers Like in my life, in my world, I can research for 10

years and not even scrape .01% of the market You know what I'm saying? So that's number one

If you can't even find enough people to do research with, you got a big problem Number two,

enterprise level sales is a whole different ball game than B to C, business to consumer So we're

talking about building relationships speaking at conferences, necessarily doing high-priced

products with probably some implementation or consulting, training That's a whole different

ball game than what we're talking about in Zero to Launch And a lot of it is just spending years

and years building those relationships with people

Now, again, these are the two huge red flags that I'm hearing Keep in mind, if you want to

do it, there's a lot of people who read I Will Teach You To Be Rich who are successful training

CEOs and there's a lot more people outside ofi Will Teach, but if you're looking to create an

information product that will get you sales that you can then automate, this one is sounding

like trickier and trickier to me Does that make sense?

iliiMHJ

Yeah Yeah, it definitely does in terms of kind of the market and the ball game I'm

contemplating And as you said, my real goal at this point is optimizing for learning And so

I'm not committed to this idea per se It's just this was kind of the first thing that seemed I

knew for a fact that there was a market around it because there is training available and every

year, you have new people coming in who need this training And it's largely, you know, pretty

ineffective but we just go to the same places because that's what we've always done It sounds

like there's some big barriers to entry

'MM"

Exactly Go into it with your eyes wide open, but you know, like I said, make sure that you

understand the risks here And if something doesn't sound like it's going to work, drop it Move

on onto the next thing There are a million ideas out there There's no shortage of ideas

Yes, I'm here

'¥'*"' Hey, where are you calling from?

m

I'm calling from Austin, Texas

Alright Beautiful Okay

Yeah You know, I asked some friends and got some ideas around some things that I'm good

at and this idea of communication and explaining things to people kind of came up I work in

engineering, so that was kind of a surprise for me honestly We're not known for being very

good at that I thought, you know, a lot of my coworkers and a lot of my friends seem to not do

so well being engineers so I thought maybe I could come up with something to help them with

communicating in the workplace and using that for career advancement One of the problems

that I ran into is it seems like when I do the immersion strategy, either I find things that are

way too broad like, how do I get promoted, how do I get my boss to pay attention to me? Or when

I try to look for something more narrow that I feel like it actually kind of get my head around, I

just don't find anybody talking about it at all Nobody asks like, how do I have a one on one with

my boss, to be sure that my boss knows what's going on with me or, how do I run a meeting, so

that people don't go crazy when I run meetings So I'm just not sure if this is kind of the right

way to approach this or I need to find a different direction to go

l@f.iii

Alright So, you're in the career space, a space that I know a little bit about, and you I

remember saying something about you wanted to relate this to communication, right? How to

improve your communication?

m

Right yeah Especially in engineering, my experience has been that a lot of people who are held

back in their career, it's not because of their hard skills They're very good engineers They just

tend to lack a lot of the soft skills that are really needed to help them get ahead

'¥'*"'

Wait a minute Wait a minute Hold on a second Just one second You're telling me that

engineers sometimes lack social skills? Are you sure you're not stereotyping here?

m

It's hard to believe, but I experience it every day

I'm getting really offended I can't believe that this is happening on an I Will Teach You To Be

Rich sanctioned broadcast This is unbelievable Okay Here we go Let's draw some analogies

here, okay? So you said that said that sometimes, it's the soft skills that are holding your

target market of engineers back I agree with that I think that is probably a fairly accurate

assessment What would be the assessment for my dream job students? What is holding them

back?

m

I think it's probably a combination of maybe not knowing what it is that they want to do and not

feeling like they can get there from where they are

Yeah Not knowing what they want to do, that's good And then not exactly So, good So those

are some broad kind of things And let's say that those are analogous But the difference is you

started off by saying things like how to have a one on one with your boss? Like that was your

leading edge or leading market tactic That would be like me saying, "How to secure a meeting

with a VIP and what to say at the meeting." Do you see how that doesn't really, like they don't

Yeah, I think the problem that I'm running into is I try to look online for fishing holes and

try to get some data from people that that relationship between the big ideas to the things

that I feel like I have something to talk about, I think, is where I'm getting stuck because I

understand like to move forward in your career, you need to know how to communicate with

your bosses You need to know how to run meetings You need to know how to talk to VP's, but

like you said, nobody is going to ask about that on Reddit or Quora or Stack Exchange or any of

those places They're going to talk about how this person plays politics all the time and keeps

getting promoted while I'm really good at my job and can't seem to get any further

Right "Those stupid pointy haired bosses They don't understand anything These stupid

MBA's." I know I read Hacker News all the time for entertainment Okay, so a couple of

suggestions here Number one, we want to differentiate between what they want and how to

get it This is a very important and subtle point So if you were to get a dream job, then I want

to emphasize what a dream job is and I want to emphasize why a dream job is important And

later, much later, maybe like two thirds of the way down the page or sometimes not even on the

marketing material, only in the course itself do I emphasize how to do it Okay? This isn't to be

sneaky or trick anyone It's that you need to differentiate it because it's too much information

Ifi were to go to someone outside, just some random prospective and be like, "It's absolutely

critical that rather than sending your resume into this, you need to engage in natural

networking using this three part formula " Their eyes glaze over It's too much They need to

understand what and why So what I would do is this I would say, number one, keep digging

You're on the right track but you don't have all the answers yet You are getting signals that

improve your career by improving communication is probably not the right position Would you

agree with that?

m

Yeah, because it just doesn't seem to be anything that comes up as, "Hey, I think I want to

improve my career I think this is what I'm lacking How can I get help with that?" That is not a

question I have ever see

l@f.iii

Very good So let me put it this way You will know when you know When we have a product that

hits, we know And when we have a product that's really mediocre, "Eh, yeah, I really should

do that." That's code for I'm never going to buy Okay? So as I've said, "You will know when you

know." Maybe, it's not improve your career by improving communication Maybe, it's improve

communication Maybe, it's something else like get a raise Who knows? Maybe, it is improve

X so you can make more friends Okay? These are all different variations and you need to

understand and explore the intersections between what they want and what you can offer But

let me back up for a second and offer a couple pieces of feedback This is useful for anyone who's

finding a couple of yes's but mostly just indifference or like, "No, I'm really not interested in

that." What you did was you came up with a theory and then you came up with a solution Your

solution was improve your career by improving communication And we found out thankfully

very early on that that doesn't really work It's not resonating So let's find something that does

resonate How many people did you talk to when you were doing research?

m

You know, in this particular part of research, I haven't done a whole lot of talking to people, but

most of that's from conversations I've had with co-workers in the past Not explicitly related to

Zero To Launch, but just inside careers

Hold on a second Did you see my poll that I posted in the Face book group where I asked, "How

many people did you talk to?"

Wow! What a shock What a Goddamn shock that the people who talk to zero people didn't fill

out the poll saying they talked to zero people Do you know what the most common answer on

that poll was?

m

It was something like more than 40, right?

+;t.W"

Yeah It was the highest number Five plus And then I left a cryptic comment in there saying,

"Hmm, what do we notice about these comments?" Hint Do you believe them? And why do

you think I said that? Because sometimes, people lie Sometimes, openly and nefariously and

deceptively In other cases, they don't know they're lying Like when they say, "Yeah yeah I'd

buy something like that." You really never have them in your life and never will Or sometimes,

they lie by omission Like you who has talked to zero people and then didn't leave any response

Do you have anything to say for yourself right now?

m

That's me That's me

I love this This is amazing Alright I don't blame you Basically, everyone else did the same

thing so you know, no worries Everyone else is in the same boat But the point, what have

we learned tonight? We've learned a few things Number one, according to you, not me, you

engineers are socially awkward I didn't say it Number two, you lied through omission And

number three, you came in with a solution it proved not to be the case So what we're going to do

now and this is what I recommend What else? What else does this market want? So I think it's

good You've kind of come up with this in your head You've dismissed it Fine Now, we're going

to go a little deeper and actually go and talk to people Okay? So I want you to go talk to them

and find out like, "Tell me about your career." And you can talk to people who are doing poorly

at their career, doing fine, and doing really well And I bet you, you'll get some very interesting

and different answers Do you think you'll get different answers from those people?

Ill

I imagine between the three groups, yeah I'll find some things that are strikingly different

I;Mf.ili

Okay, here's my recommendation Here's a little tip for everyone Keep in mind that you're not

always going to get a strong reaction from everyone A lot of people, like it just doesn't matter

to them [Here's] a perfect example, I have a product called so Proven Email Scripts Have you

ever heard of this product I created?

Okay No problem You're proving my point So, you are here You've bought a $2000, $3000,

hundred bucks It's a very good product, but if you go most people and you say, "How do you feel

about writing better emails?" You know what their reaction is?

m

Why would I want to do that?

i@f.iii

Yeah or just like, "Yeah, that sounds good Whatever." They don't care The point here is some

people will have a neutral opinion or not a strong opinion, but some people will have a strong

reaction and of those, some people will buy For example, for you, if you're looking at the career

space, you might definitely and seriously want to talk to the people who are very frustrated or

the people who are very ambitious What do you think you'll learn from those two categories?

m

I would expect the frustrated people will probably blame everybody else for why they're

frustrated and the ambitious people will probably not like take credit for themselves, but

actually probably give other people credit for how they ended up in really great places that they

are

•MM"

Okay I want you to talk to them I want you to stop answering "zero people,, alright? I want you

to stop skipping over these polls that I put out, which take me a long time That took me over

45 seconds to create But I think you're in a very lucrative and helpful space The career space,

especially for engineers, I mean, there's not a lot of great material out there and God knows

a lot of engineers could use it Now, do they want it? Or will they pay for it? They definitely

have the ability to pay Now, your key question is, do they have the willingness? What would

they want to pay for? I can guarantee you that there are some engineers who would find value

in a career product And you know, I've seen some products out there I've seen technical

interviewing books, etc But you got to figure out what it is they want I want you to get out there

and talk to them Talk to the successful, the unsuccessful, even the people who are doing fine

Come back and report what you discover

m

Sounds great

Alright I'll talk to you very soon Nice job

Alright Beautiful Alright, Joe, what's your question?

It's basically around mailing with sign ups My idea is basically teaching people to switch

careers that they hate into web development, which I have seen a lot of people talk about this

and I did tutoring out ofEarmK around this topic So I set up my site, set up a mailing list and

started posting contents I have two pieces of content that I posted to Reddit and I got 3000 hits,

uniques, in the past week

i@§iii

Amazing Congratulations

Out of that, I got a lot of good feedback from certain people And then there are other people

that do not like it because I'm purposely trying to piss them off because I think they're wrong

in a lot of things But out of that, I have had basically two signups to my mailing list Out of that

number of unique, which

i;Mf.iii

Wait I'm not laughing at you because I can also share story after story about some of the worst

conversion rates on Earth But how did it feel when you got 3000 and then you looked at your

subscribers and you got two new subscribers?

Well, I really just thought that it was very poor traffic quality And I guess I'm asking to make

sure if that's true or not And I've been trying to branch out with other bloggers I'm sort of

realizing that not only do I have to write content for the customers that I'm looking at picking

up, but I need to write it for the bloggers because I've gotten a lot of good feedback, but no one

has been interested in the guest post

Yeah So first of all, let's talk about a few things and then I'm going to just tell you the answer to

your question Alright, so number one, can we all agree that everyone loves to give feedback?

Let me give you some feedback "Hey, Ramit, you should write about this You should write

about that Your headshot sucks You're in conversion debt." What the hell? Everyone's got an

opinion I'm like, you view the business and come talk to me when you have that much traffic

or when you're doubling my revenue Then come talk to me And I would love to listen Do you

know how many people tell me to fix my headshot? I know my headshot isn't attractive It looks

like shit Do you think it's number one, number two, number 200 on my list of to do's? No And

yet people feel so self satisfied if they can give you advice on what to do Any reason, can you

think of why they feel satisfied about it?

Well, I mean, a lot of it just seems to be trolling They're not even reading the article and they

have a whole bunch of nice feedback for me about it

"You should do this What about that?"

Well, yeah The first article was about how to get started in web development and someone

immediately responds saying, "You should not be telling people to do PHP." So it became a

big PHP discussion, which it was in there once in a line in the middle and I wasn't really even

telling people to do PHP

i;Mf.iii

This is when I like You know how I don't like animals? Well it's not that I don't like animals,

but I don't like pets, alright? I'm never going to have a pet Let's just put it that way And people

really don't like to hear that, especially Americans They really don't like it So I once wrote

a blog post It was a long one I don't know let's say it was five or ten pages And buried in the

middle of probably like 40% of the way through, I made a one-liner throw away crack about

how I'll never have a dog or something like that Do you know how many comments I got,

"Ramit, you're so cruel." "I've read your site for three years, but I'm no friend to someone who's

no friend of animals." And I was like, "Leave! Leave my site, please, and let me unsubscribe

you myself." So what we find is a couple things and then I'm going to just tell you about what

happened with your site and traffic Number one, there's a lot of mentally imbalanced people

Number two, there's a great actually April Fool's joke or study that NPR did

They posted an article recently and they posted the subject line on Face book and all these

places and then the actual article said the opposite And they were just trying to see if people

would actually read the article And within minutes, there were like 70 comments on their

Facebook page "This is crazy." "Unbelievable." "It's ashame that American's don't blah blah

blah." And it just proved their whole point That nobody or a lot of people don't even read the

article So you're right to ignore these people They're not really your market and if you look at

a high quality curated site like I will teach or some other site, it actually becomes you start to

say, "Wow that's pretty impressive how there's not that many trolls on these sites." Because if

you get to any large scale then there's just a million trolls and we know this from reading any

newspaper site You got 3000 unique visitors and you got two signups Alright, so your number

one assumption was Well, you gave me three assumptions

Let me just read them off Number one, the content isn't engaging enough to get people to sign

up for the list Number two, the call to action isn't compelling enough to get people to sign up

Number three, it's a low quality audience and I need to refocus my traffic generation Which of

those do you think it is?

I mean I got a lot of comments on the content even though people didn't sign up so I don't think

that's nec ssarily a problem I really think it's the audience

•MM"

Yeah That's not correct The audience is full of delusional self-inflated importance people, but

3000 to two? That's a horrible conversion rate and there's only possible culprit And just to

verify this, I went to your website myself Oh, yes, indeed I took a look I get there, I read this

article, you know, by the end, I'm coding fluently in Cobol and things like that I was right on

top of that I know what I'm talking about And then I get to the end and guess what I do?

Close the browser and leave

+;UM+

Yeah There's nothing to do There's no call to action whatsoever There was no place to sign

up for your site and the actual CTA was super hidden It was like me going up to someone and

being like, "Hey, excuse me You look very pretty, but I don't want to disturb you, so could you

maybe possibly, somehow, someday give me don't even give me your phone number It was

nice to see you Bye."

That sounds like me

I;Uf.iii

What? Your CTA is You need to fix a couple things First of all, here's what I would do I would

add three more forms One at the top One at the bottom of your post, which is like a call to

action And then, one lightbox Now, you and I can debate lightboxes all day long if you want

My answer to you, test it Come back to me with your hat in hand and you can apologize to me

and send me something nice in the mail Now, have you done any of these things yet?

I did have one at the top I actually just took that down and I have one on the side bar

Why? Why did you take it down?

Experiment, honestly

Okay Alright Well, good I love the idea of testing Awesome, especially if you have the traffic

to justify it For now, why don't we just go with the basic assumption that try what I say and

then we can go from there? Try it as a default I'm not saying it to be arrogant at all It's just that

I've seen a lot of these tests I've done a million of them myself and I've worked with others, too

So try what I'm saying and I can tell you that your conversion rate is going to go way, way up

Way up Like right now, I don't even know what the number is Two out of 3000 is one of 1500 I

don't even know what that number is, but it's really low Your number should be well well well

over 1% so we'll be able to get you there I got two more questions for you Number one, are you

using Zero To Launch accelerator?

No

i@.t,jli

Okay, I know you know how to code so you may not need to do it, butoneofthe benefits of

using accelerator is it comes with all this stuffbuilt in Right? The templates have the lightbox

already built in If you can code it yourself, go for it But the point is, we know what works so by

default, that's what accelerator does !twill automatically set you up to convert people to your

email list Alright So that's my first question, which is whether or not you're using accelerator,

do the stuff we talk about Alright? Go with the more pronounced opt-in box at the top, the side,

and definitely at the bottom Does that make sense?

Yes Yeah, I will do that

1;!-@11

Alright, good Now, finally, I want to do one more thing I want to take a look at your opt-in copy

It says, and I'm going to read it here, "Accelerate your learning." That's your headline "Join

my email list to get more content on how to break into the field of web programming How to

stop floundering in your self-learning and how to get on track to make a real income from web

development." What do you think about that?

I actually changed it about two hours ago because I knew that you would probably yell at me for

it

I never yell That's not true I yelled like five times in this call already Tell me what you

changed it to

Hold on a minute "Cut through the confusion" is the headline "Join my email list to get more

content on how to break into the field of web development Where to start What to learn And

how to get on track to make a real income from web development."

'¥'*"' Okay, okay, okay Can I ask you a couple questions?

1m

Okay

And ballpa.rk it for me if you don't feel comfortable revealing, but ballpark how much you or

your friend or somebody you know has made from web development

I currently make around $1oo,ooo a year

'¥'*"' Okay That's a lot of money And yet in your copy, you wrote the most boring copy You wrote

what I just played out at the bar You wrote, make real income from web development What

could we change that to? Dude, you just told me you make a $1oo,ooo

Yeah, but I don't know if I can promise someone that I can make them that much

•MM"

Yeah, you're not What if you talk about how you did it?

1m

Okay

i@f.iii

Alright Let's play this out I'm not spending time to pick on you I want to help you and I

want everyone listening to know how to take what's decent and make it outstanding And the

difference in getting this copywriting is the difference between getting mediocre opt ins versus

crushing it, versus getting two, three, four, even over 10% opt-ins Let me put it this way And

I used to not believe this until I finally had to change my psychology Have you ever been to a

conference where people sell stuff from the stage? Do you know what I'm talking about?

1m

Yeah Yeah

i@f.iii

Alright Personally, I find it a little distasteful I don't do it It's not my thing But there are

people who literally make hundreds of thousands of dollars from one stage It's insane I've

heard their numbers I've seen them in action Like it's insane to watch And I just didn't like it

And then one day, I talked to this guy This guy makes millions every year and I was talking to

him and I said, "You know, it's just not my thing." And he said, "Basically, if you've connected

with them at the end of a speech, they want to do something else They want more." So by not

selling them something, you're actually doing them a disservice." And I thought to myself,

"That is a very interesting way oflooking at it." And while I'm still not comfortable doing selling

from the stage, it's still not my thing, I started to put that lesson into practice When people got

to the end of the blog post, I have an opt in and that is the same psychology If they've read all

the way to the end, they probably want to take the next step

So why not put it right there directly in front of them? Make it easy for them as opposed to

people who think that you're actually getting in their way, you're annoying them No If they've

made it to the end they like you They want more So that is what I recommend here with your

copy as well You said, "Cut the confusion," but if you want to get into web development, what is

the number one burning desire you have? Is it to cut the confusion?

I mean, I guess, like a lot of it is, you know, that f.b.ey don't know where to start and they're

confused by everything that's online

•MM"

That's not their n mber one What's their number one hope?

That they make money

Yes Okay? And a lot of people get very uncomfortable with narrowing it down to just one thing

We have a great interview in ZTL with one of our Beta students, Erin S And Erin S, we talk

about how she was reluctant to focus on just the fitness The same with Maria B You know,

it's more than just helping you lose weight And that's true Just like I Will Teach You To Be

Rich It's about many things, but we have to crystallize and focus on one thing when it comes

to each CTA So your CTA, which you can test, change, and play with, you know, how I made a

$1oo,ooo from web development in 2013 or 14 or whatever year you want Exactly Remember

that "cutting the confusion," that's generic Every word has to earn its way into this opt-in

copy And cutting confusion is not the way people talk So what are their other hopes, fears, and

dreams? They want to make money What else?

Like they want to build a mobile app that they can sell

I;Uf.iii

Okay What else?

They want to get a job and they don't know what they need to learn in order to get a job

Okay How many of these folks have you talked to?

On the phone, two

I;Uf.iii

Okay Did you answer my poll?

Yes

i@f.iii

Yeah, of course, you did, because anyone who talked to anyone was like, "Yeah I'm going to

answer this poll I'm so proud." And then all the people who answered zero, which is most,

they didn't even bother answering it at all Love it I love the way people work We're very

predictable in many ways Alright Good You talked to two You need to talk to more because

"cutting the confusion" is definitely not in your top five priorities It definitely should not be,

okay? There's many more important hopes, fears, and dreams they have My guess is they want

to know the exact tools to use Even though that you and I know that that's ridiculous to focus

on tools at step one, they want it So let's give it to them Just like it's ridiculous for people to

like, "Oh neat give me the script for this." And I'm like, "Do you understand it's about way more

than that?" But I give them the script and I get them in And I'm like, "Okay." And they're like,

"Oh shit this really works." And then I teach them the whole strategy and theory Make sense?

1m

Yeah

l@f.iii

Alright So, how I made six figures in whatever year in web development How I went from blah

to six figures in the last 12 months in web development Improve the copy, but you see what I

mean And then, you know, I'll show you the exact tools I use, the critical mistakes that I've

made, which you can avoid and the exact roadmap to beginning a career in web development

and making your first 500 bucks Or whatever it is Does that make sense?

Yeah

•MM"

Do you see the difference between that and what you said?

Yes It's much more specific

•MM" _

Way ~ re 3pecific $500 Specific tools Roadmap Again, I don't think that copy is great I

think it c be dramatically improved, but we got to get rid of things like "real income," "stop

fioundeiT;lg.' ~ t doesn't mean anything I know in your head you're like, "Yeah I checked the

box." But if it doesn't connect with people, you'll actually drive them away from your site Does

that make sense?

Ycd

Alright You are obviously skilled at web development so I have high expectations for you to

take this Fix it up on your site But ultimately, my feedback to you is, especially with technical

people, they tend to skip ahead a little bit because they're like, "I got this I'm going to go test it

on the website." But I think as you've discovered tonight, you need to go back and do a little bit

more research Really talk to more than two people Get on the phone Listen to their language

they use Hopes, fears, and dreams Talk to people who have tried and failed Talk to people

who have tried and succeeded Okay? And maybe even people who haven't done anything yet

but they claim they want to Figure out what's holding them back What are the real things that

drive them? And that will skyrocket your conversions

Alright, well, I think I summed it up probably better the last sentence than I did at the

beginning, so it's basically: How do I get real feedback from real people I don't know? Some

of the back history is my market that I was first looking at is teachers who are tasked with

teaching technology So circuits, light and sound, etc in their schools This is fifth and sixth

grade And I met some of these teachers in my local school here and I was noticing that, you

know, and it's kind of like what you were saying how none of them jumped out and said, "Yes,

I need this now." It was more, "Yeah that sounds really good." and "Oh that would be really

great." But these are the teachers that are teaching this material None of them jumped up and

said, "Where can I sign up?" So I'm trying to figure out how I don't know any of these teachers

None of them are my friends I don't have any fifth and sixth grade teachers as friends, how do I

get this real feedback?

l@flill

Well, who are the people you talk to?

I set up a meeting through the principal basically to talk to some of the fifth and sixth grade

teachers, so that's in my daughter's school So my daughter is actually in fourth grade and I've

been volunteering doing some of this kind of stuff for her fourth grade teacher even though it's

not part of their core curriculum

i@$111

Okay, good So you spoke to a few and your question is: "How do you talk to more of them? How

do you find more of them?" What's the exact question?

Well, I don't feel like they really gave me honest feedback I don't know, I just felt like it was

kind of the nod and shrug "Yeah, that sounds like a good idea." You know? None of them really

wanted it so I don't know if maybe it's that it's not a good idea or it's not a good market or if I'm

doing it the wrong way I guess I'm just trying to figure out how to actually do this part

•MM"

Yeah This is a great question And I have to say it's a tricky one because most people want to

please, especially when someone comes in that they don't know Nobody wants to be rude and

no one wants to say your idea sucks It's very rare to get honest feedback like that You know,

as any woman who's heard a guy say, "We just want woman to be honest with us." And then,

like, that's not how it goes Wait Did I get that gender wrong? Women say, "We just want "

Whatever Anyway, nobody wants anybody to be honest with them even though they claim they

do, so no one's honest at all Thank God for anonymous postings where we can actually learn

how weirdos think Alright, so this is what you got to do You got to do a couple things Number

one, we're going to do a little roleplay where I pretend to be the teacher and you're going to ask

me questions So let's start with that and then I'm going to give you a little bit of background

into asking improved questions and who you can really get honest feedback from

if.t.!;ll

Okay

i;hfuiii

Alright so let's keep these roleplays to, let's say, 6o seconds So pretend we already dispensed

with the pleasantries Cut right to the chase I'm here My name is Mr Johnson Go ahead and

ask me what you want to ask me

lf¥';11

Let's see So Mr Johnson, I'm trying to gather some information on how or what kinds

of challenges you experienced when you're given the task to teach the technology part of

the curriculum such as the circuits or the lights and sounds? Can you tell me some of the

challenges you've encountered with that?

i;h@li

I mean, first of all, I'm not a circuit expert You know, I studied English in college so I don't

really know what I'm doing They give me the circuit book and I read it, but I read it the night

before I don't have a lot of time to come up with something creative so I just pretty much do

what's in the language book and my worst fear, like I feel like if something doesn't go right in

class, I don't even know what I'm going to do

'MMI

Right So what kinds of things have you tried in the past as far as reaching out to other people or

resources you've found online?

'¥'*"' Nothing I just do what the language book tells me to