THE QUESTION – Motivational Speech for Success In Life

please answer the question please
it will change your life what more proof
do we need everyone raise your hands
please I’m not gonna make you like throw
your hands in the air
or anything all right I I became part of
this community as a result of buying
corey rudl marketing tips thingy right
years ago I think that was in 1999 I
know it was actually October of 1999 so
I believe that most people you’re
probably like dude shut up I think that
most people probably are here within
this community and not necessarily here
today but just specifically part of this
group we have this family really because
they bought something an e-book or a
course so if that is you keep your hand
in the air okay cool now what I bought
Corey’s thing
little voice inside my head was like
this is probably it’s not going
to work
I had to suspend disbelief right how
many of you when he bought the the
thingy whatever it was had that little
voice saying this is probably
it’s not going to work but I’m gonna
give it a shot anyway keep your hands up
pretty sure that’s everybody
most people Wow okay you can put your
hands now
Tony Robbins says I think
he does now he often says Frank Kern is
a wonderful man you should buy his
they don’t publish that very often but
he says it a lot he says in your now
what the hell is it it’s in your moments
of a decision that your destiny is
shaped or something like that right so
could you imagine what it would be like
if you didn’t have that little decision
and at one point when you first bought
that little thing if he didn’t have that
moment of decision to say it I’ll
try it anyway I like to think about
stuff a lot I’m a little bit of a
strange person and as I was watching the
Oscars last night
way to go Coen Brothers by the way I was
thinking about that particular moment of
decision when when I said what the hell
maybe it’ll work i suspended my
disbelief right which i learned from my
friend and teacher John Carlton that
phrase and I started to I started to
think about the evolution of this
community and where we’ve gone and what
we’ve been through since so many of us
first came in and formed this community
cuz we’re a new family pretty much right
I mean this whole this whole stuff
hasn’t even been going on that long I
think the first big seminar was in 2002
or 2003 so
it’s easy to overlook the significance
of one simple little moment but Robyn’s
statement is true and I want to prove it
to you and I want to prove it to you in
the context of this community all right
and I’m going to give this little
timeline this little history lesson it
won’t be boring though because I use
profanity and tell jokes I’m going to
give you this in the context of from my
point of view so it’s possible that a
few dates might be wrong or whatever but
the overall picture is what matters
all right my name is Frank so we’ll
start with me
1995 I was very good at running
businesses into the ground had a little
dog fence business I could still do it
I’m not as good as I was I could if I
wanted to I could do it had a little dog
fence business saw an ad and a business
opportunity magazine for a Jeff Paul
course suspended the disbelief said
maybe it’ll work bought the course all
right
I’ve valiantly is supposed to be an
arrow a valiant Lee did nothing which
I’m very good at really an expert I
don’t mean to brag but I am years later
because I’m a Tony Robbins student I get
this letter in the mail from Tony
Robbins endorsing Jay Abraham all right
the book was 300 something dollars for a
book it didn’t even have pictures in it
much less pornographic pictures
suspended the disbelief took a leap of
faith really because I think that’s what
we all do and we when we suspend our
disbelief bought the book okay
became reacquainted and re interested in
internet marketing which probably put a
little seed in my mind to be a little
bit more receptive when I saw the ad for
corey rudl stuff all right
all right
study corey rudl yeah things are going
okay no reflection of Corey’s teachings
obviously he was a tremendous very
significant person in our industry and I
think we owe a lot to him so Thank You
Corey anyway got turned on ionic silver
who I learned the idea of selling ebooks
from right everybody knows he onic it’s
a friend of ours he’s part of this
community takes me to Yannick silver
which leads me this is this is not Yonex
fault leads me personally well actually
yes it is
plus blame him leads me to create a
product called instant internet empires
anybody remember that show hands alright
my records home was clean this is great
probably not my finest work all right
well what happened is instant Internet
empires there’s a collection of little
blokes with reprint rights and stuff it
threw me immediately it’s one of those
lucky break kind of things throws me
immediately into the Guru world like I
was just a dude trying to make some
money out of my laundry room in Black
Mountain North Carolina I create this
product that sells like crazy next thing
you know everyone’s like Frank curtains
a marketing guru I’m like whoa that’s
right yes I am you damn right don’t you
forget it
all right so that BAM oh now I’m in the
I’m in this community like in the
spotlight I end up getting into the
spotlight a little bit more than I
wanted to and was sued by the delightful
good old boys at the Federal Trade
Commission brothers band might have
heard of them they’re also okay
not as much fun as lots of people would
imagine okay remember this empires no
the whole point I’m showing you this is
not to talk about my personal history as
to emphasize what one moment of decision
can mean to a community and possibly to
the world nothing to do with me
personally forget me
pretend I’m who anyone you want to is
it’s not about me as you’ll soon see all
right now right around that same time
right before I got sued by the feds I go
to the first big seminar
what is called that big s
anyone else there the very first one in
Dallas yeah show HAP’s who was there a
lot of folks all right cool
old schoolers I’ll tell you who was
there that I became friends with after
never having heard of them in my life
couple of guys one goes by the name of
Jeff Walker the other one John Reese hmm
didn’t know either one of them pretty
cool guys all right interesting will be
anyway so we’re hanging out at the big
seminar in our own little world and Jeff
says something about making six figures
in seven days Wow says John Reese
impossible says on not impossible says
JW Jeff can I ask you a question did it
require any leap of faith on your part
to attempt to make the six figures in
seven days no all right you just knew it
was gonna work there’s no shadow of a
doubt I had no idea what it would be I
knew it would be successful the first
time I did a launch it was a huge leap
of faith I was shocked when someone
bought something for me okay so you
failed the first time is that what you
said I couldn’t hear you I’m sorry you
know I didn’t fail but I thought I was
gonna fail and and they heard the story
a few an hour to ago it was 1,600
dollars and I was shocked so after
making 1,600 drink if you want to give
me specific answers you’ve got to lead
me a little better
thank you all right here’s what I’m
going for
did you think that you were gonna make
$100,000 tonight no thank you
Jesus I’m not telling you to agree with
me but if you were going to agree with
me what would sure would your answer be
all right I almost throw off my whole
game I’m up here trying to look like I
know what I’m doing that’s what I’m here
for Frank all right so Jeff does six and
seven nobody thought that was possible
in our industry right it was ridiculous
like if you if you’ve been around that
long and by our little community I mean
that’s internet marketing folks
I mean someone like Jay Abraham or
something like yes so what you know but
to all of us like other non old-school
super heavy-duty people was unbelievable
that inspires John Reese to maybe try to
do something but at that point John
Reese was not the John Reese that we
know he was not teaching internet
marketing all right
so John Reese Jeff Walker and I become
friends John Reese decides that he does
not want to teach internet marketing
despite the fact that everyone in the
community is demanding him to teach
internet marketing I convinced John to
take a leap of faith and to do his
workshop which later became traffic
secrets
okay now
the workshop is wide or wildly
successful right I don’t know if you
guys remember that but it was a huge
deal first of all was like 3500 bucks
which was at that time like a billion
dollars for our enter our little world
and he was freaked out about doing it
becomes this huge success that positions
him is this great marketer to be paid
attention to
he turns it into traffic secrets John
decides to take a leap of faith test out
this whole launch thing and see if he
can’t take it to a new level what
happens what happened
what do you know John does the million
dollar day
because we see John do the million
dollar day or entire thinking changes or
entire industry takes on a whole new
mindset so now lots of folks are saying
well good lord if he could do it maybe I
can too so after that I think Jeff was
probably like you know maybe I’ll teach
this product wash stuff Jeff Walker
creates product launch formula and a
whole slew which is a a real word of
widely success wildly successful
launches happen let’s say stomper
butterfly marketing no need to actually
read that how did the annihilation thing
for Neill look at my notes here rich did
is that his coaching is very first
coaching launch which was extremely
successful all the stuff is happening
because little leaps of faith little
decisions were made right the little
voice in the back of the head was
ignored
pretty cool okay
incident at empires FTC I’m hosed right
I have to go to the internet community
and go out guys
I’m a little bit of a degenerate
criminal sorry they made me say it
I don’t you know I don’t really think I
am not on weekdays anyway that leads me
to create a little product called the
underachiever method
all right which is all about niche
marketing I took a little bit of a leap
of faith to try to do some of this
product launch stuff which I was
learning from Jeff’s before he’d
released his course launch that really
now our launch awesome ok good for me
gave zippity-doo-dah
ok you remember him
when we were talking about you joined
this community usually by buying
something and taking a little leap of
faith one person bought this instant
internet empires product by taking a
little leap of faith his name is Mike
Phil same this is a no way to say I
started Michael same I was just his
gateway drug so to speak all right
who of course later went on to create
butterfly marketing and seven-figure
code and this gigantic sprawling Empire
of down-home country goodness that he
has created think of what we’ve
accomplished as a community since what I
will internally refer to is our
inception prop might be historically
wrong but that very first big seminar it
was for me so this is all from my
perspective we went from a little ragtag
band of 100 or so people in a seminar
room and thinking there are little
in-house lists of 10,000 people whereas
a big deal we’re all selling a little
$47 ebooks and everything that’s in 2003
it’s now 2008
million dollar days or commonplace
multi-million dollar product launches
are commonplace
huge responsive lists are commonplace
our community has grown from this little
rat ragtag group of semi outlaw like
kids essentially and our basements
trying to crank out a living to this
giant multinational community we’re so
much more than just who we are now in
this room like if you were to try to
encompass the entire internet marketing
communities literally millions of people
just if you combine like riches and fill
sames mailing lists alone this millions
of people so we’ve come a long way think
of the people that we as a community
influence hopefully for the better right
collectively how many millions of people
do you think just us in this room touch
every day with our communications and
our influence what do you think it is I
don’t know 15 million people is a
conservative guess to me and then those
people might buy yourself and then what
what could very well happen they might
go on to influence others so as a member
of this community I honestly feel that I
am part of something much greater than
myself and the reason that I made this
timeline for you if you could call it
that
this is actually if you were to hold
this up to a science book it would be a
molecular diagram of alcohol but it
would match perfectly their sugar right
there
if it anywhere during this whole thing
that one moment where we paid attention
and suspended as John Carlton sadness
and suspended that disbelief none of
this would have happened we would not be
here right now this whole circumstance
would be different if at anytime
somebody listened to that voice that
this probably isn’t going to work
voice
so I for one pretty damn glad I
suspended my a moment disbelieve okay
stand up please
so quiet in here it’s kind of freaking
me out okay look the other way as I haul
ass all right
remain standing if you will just for
today suspend your disbelief and just
try something doesn’t cost you anything
everybody cool all right that’s it
that’s all I wanted it’s more it’s more
impactful than a show of hands I think
to see everyone standing okay we got
that out of the way I actually have a
real presentation for you I just wanted
to uh I just wanted to preface it all
with this thing because I think this is
all very heavy-duty stuff we can switch
to my big fancy PowerPoint presentation
now video people
okay
I’m not gonna talk to you about mass
control today I’m going to talk to you
about something that could but could
possibly be a greater force than mass
control and it is something that mass
control is built on I guess and it’s
called core influence and the big fancy
title here is how to make lots of people
do almost anything but in a cool way I
don’t really like the word make there
that’s why I had to throw in in a cool
way so I’m sure you’re all very good
people I’m very proud to be part of this
group but if you would please just
promise me that you will never ever in
your life use the stuff that I’m going
to show you now or ever in the future
for bad juju
is that cool okay if you do when I find
out I will find you and I will persuade
you to tattoo the word penis on your
forehead I can do this I have that power
I learned it from Robbins he says it all
the time that he taught me that not
really okay
today you will change your life pretty
big claim there let me give you some
disclaimers Horne that from the feds
they could have just told me that to
start with yeah that’s good it’s been
like a dude we were just thinking you
might want to give us some just quite
with you anyway
disclaimer number one I am NOT a
psychologist I’ve not studied psychology
I have no idea what I’m talking about
really and should never be listened to
for any reason under any circumstances
okay
so there’s that
the disclaimer number two is that I’m
not here to sell you anything all right
like I’ve officially forbid you to buy
any I don’t have anything to sell at all
anyway I already sold out on the last
control stuffs the only marketing
product I got so no one can buy anything
for me do you promise not to even
attempt to buy anything for me today
would you please humor me and say that
you will promise to not do anything okay
I’m gonna time in a little bit of a
dangerous position really because I’ve
known as this mask control guy and I
think that the perception is you never
know what the real angle is with me you
know like some folks might be saying oh
he’s just trying to reverse psychology
us and you know make us wanna buy stuff
from him more which is not the case
like I have nothing to sell you do not
give me money please fine please give me
money the reason I’m so adamant about
this is because we’re going to do an
experiment later it’s another one where
you get to stand and I don’t want you to
think that the experiment is some sort
of sneaky sales thing because it’s not I
just want to see if this stuff I just
want to see the results of the
experiment so keep that in mind
seriously all joking aside I’m not here
to pitch anything I think rich would get
mad anyway and the final disclaimer is
this is a major departure for me what
I’m going to show you this is a bit of a
weird presentation weirder than normal
in fact are weirder than most I guess
weirder than normal is kind of a stupid
thing to say
weirder than most presentations it is a
three-part presentation beginning with a
nice refreshing appetizer of weird heavy
duty psychological stuff that it’s
possible that when you when you see me
talk about this you’ll be
this is heavy you know it is heavy all
right not unpleasantly depressingly
heavy but like kind of heavy stuff okay
and then after our super heavy stuff we
will get into something which is
dangerously close to New Age self-help
stuff so please know that I am NOT a
motivational speaker or anything that’s
not my role here and for the love of God
people I create a product called an
under achiever method for Christ’s sake
so that’s not what that’s about but as
we get into that for a minute and then
finally at the end is our dessert we
have a nice warm batch of how to turn
all this stuff into money cool all right
awesome
hooray let me ask you a question have
you ever have you ever been in the flow
like where everything just seems to work
out right work everything’s just cool
you talk to people you’re connecting
with them there’s like you have this
effortless communication everything you
do throughout the day is it’s pretty
easy and at the end of the day you like
down I was awesome I wish I could be
like that all the time if you’ve ever
had that experience please raise your
hand
cool all right on the flip side of that
have you ever
I guess I’ll use this have you ever like
seen a sales presentation maybe at a
seminar or something or a business
opportunity presentation where the
person said all the right things and
acted did everything perfectly you know
dressed like you’re supposed to dress
said like you’re supposed to talk it’s a
smiled and all that stuff but still for
some reason you were just kind of like
yeah right in yes
okay I just want to make sure I’m not
the only one and now we will begin did
that work okay so
this whole core influence thing
literally I believe will give you the
ability to get people to do just about
anything you want them to do and there
are two easy steps step one is to know
what you really want and who you really
are I will submit to you now and
repeatedly that the versions the answer
to those questions that we hold in our
heads right now will false step two is
to know what your market really wants
and who they really are alright so
that’s it thank you yes good movie that
was so we’ll begin the heavy duty weird
psychological stuff
I believe that most people carry around
with them two versions of themselves all
right the first version is the identity
that they walk around in every day I
call it the shell identity so for
example the dude who’s a banker who’s
walking around saying I’m Bob I’m a
banker i originate loans and stuff I do
banking things whatever they may be I do
them seriously all right it’s a shell
identity is who is who you think you are
so feign whoever says who the hell do
you think you are you can say on the
show identity the second identity is the
person that they really want to be and
that is the identity that people really
want so when Bob’s at the bank having
the conversation with the teller mrs.
Jenkins did you organize the deposit
slip subdue other banking stuff yes Bob
I certainly did it was fabulous and
during that whole thing he’s daydreaming
about living at the beach or being a
rock star or a drug cartel or whatever
it may be that’s the identity that he
really wants right and I believe that
that inner identity is our true identity
and this is I believe this is true for
everybody that person that we daydream
about that life we daydream about we
really want to be that person the sort
of deepest core desire
therefore I call this the core identity
and I believe this to be everyone’s true
identity so I guess to really illustrate
it talking about Bob at the bank doing
bank stuff do you think that Bob at the
bank when he was a little kid envisioned
himself being a banker going to the bank
every day do you think he thought that
would be awesome or like he wanted to
fly planes or something which one fly
planes okay see Bob really wants to be
and therefore I think the risk of
sounding all hokey and everything
all the sound hokey
I think that’s the real bomb I think the
rock star or the baseball player that’s
that’s who Bob really is he’s just
trapped in this banker thing because of
social conditioning largely as a result
of guys like me who make at sorry Bob
so I believe everyone’s core identity is
held captive by circumstance and a lack
of knowledge I’ll explain circumstance
easier because that’s the easiest one
there are explained circumstance first
cuz that’s the easiest one to explain
Bob wants to be a multi-million or
millionaire playboy living and Monte
Carlo circumstances might prevent that
such as Bobby got no money easy one
right lack of knowledge is the most
insidious reason that is because I
believe we we don’t really know who our
core identity is very few people ever
sit around and think about that Seren
think about well I wish I had a car or a
new house or whatever but that’s not
really stuff it’s not we want to be all
right stay with me here don’t make me
ask you to jump up and shout and
everything
so core influence it’s the reason why
I’m really good at the stuff it’s
selling lots of things to people I’ve
never met this is core influence most
influence is done on the surface call it
surface influence or head to head
influence very common stuff I’m talking
to you you’re hearing my words you
translate those into pictures in your
mind or whatever your brain uses a
little bit of logic your emotions can
you say yea or nay I agree I disagree I
will do this I won’t do this whatever
normal stuff right that’s how 99.99% of
all influences performed on the surface
level surface influence
at the head surface level connection
works pretty good here’s how core
influence works infinitely more powerful
therefore often making surface influence
completely unnecessary just quickly a
show of hands how would you like to
never really have to convince anything
of anything again ever in your life okay
cool
that’s what core influence does just
want to make sure we’re keeping the big
picture and in the frame where mines
here I think we communicate on two
levels at the head level and we
communicate on the core level we’re
starting to gonna we’re gonna get a
little heavy here I’m gonna rope it in
we’ll just bear with me on this heavy
stuff the lasting influence comes from a
core connection when I asked you earlier
if you’ve ever had that experience where
everything’s going really well and
whatever you’re interacting with people
you just seem like everyone I’m talking
to you’ve got this great bond with them
and it’s it’s all really easy like when
you go to a party and you meet a perfect
stranger and you immediately connect
with them you ever had that experience
that’s the core communication that’s
what’s going on there it’s just an
unconscious thing that happens you’re
congruent with your true identity who
you really want to be and they are – and
when you’re connect you’re talking to
each other right there there’s that
instant connection like in those moments
if you guys want to go do something or
whatever it wouldn’t take a lot of
convincing right because you’re on the
same plane you’re pretty much like on
the same little wavelength core
connection
all right pretty dangerous stuff here we
get into the subconscious I don’t think
I could even define what subconscious is
I’ll just pretend I know what the hell
I’m talking about here with subconscious
I think it’s your cut of your
subconscious speaking to their
subconscious and I’m not talking about
subliminal weirdness or any tricks I
think that your true person and your
true intents are showing him is speaking
to what they ultimately want in those
two are aligned does that make sense
okay do you believe that our
subconscious minds are really in control
there’s no right or wrong answer I’m
just interested in and what your
feedback is show of hands if you believe
this yes most people cool I believe it
too I don’t know it how can we prove it
actually wait a minute can I’m about to
sorry
photographic evidence even take that
so sound a weird let me try to be weird
fine I don’t know why I use that title
that’s kind of corny
I say you can’t really control your
subconscious I think you can guide it
anyway and I think with the proper
guidance that your subconscious will
create a new core identity for you and
this is the identity that will speak to
your market on a core level let me
rephrase it so doesn’t sound all weird
there’s stuff you can do first of all I
believe that none of us until we do this
exercise I’m going to give you which I
did not create incidentally really have
any idea who the core identity is we
don’t really know who that person is
that we truly want to be and this I’m
saying this to you at the risk of
sounding a like an asshole by saying
that none of you guys are happy with
your lives and you all wish you’re
someone else so that’s not at all what
I’m trying to convey to you
forgot what the other part of what I was
going to say was
yes now remember it is when we as people
become congruent when we identify that
core identity and we become congruent
with what it is and who it is we truly
want to be that is when effortless
influence occurs
well almost occurs do you remember when
I asked you if you’ve ever seen the
presentation where the dude said all the
stuff all the right things did all the
right things dress the right way use the
right body language and you were still
kind of what you experienced was your
subconscious picking up on the lack of
congruence in core identity so to use
that example this dude is giving you
this presentation like I’m interested in
you you need to buy my stuff we’re all
gonna make a lot of money or whatever it
may be his core identity could be saying
I hate people I cannot wait to get off
of the stage just give me the damn money
so I can go home and do more blow all
right and your subconscious is picking
up on that despite the fact that he’s
done and said everything correctly does
that make sense both of you agree that
it makes sense awesome okay
now here’s where it gets good when you
can pinpoint what the true core identity
of your market is and you communicate
with them congruently from your truth
centered state that true core identity
you will have more power and influence
than you’ve ever thought possible
ever case in point being religion right
religious leaders summer not this is not
true for all but some such as like a
mother Teresa was a hundred percent we
ruined
she knew what that core identity was she
stepped into that core identity and she
spoke to the core identity of all the
people she influenced in the world
regardless of what they did by
occupation what their religious beliefs
were she spoke to that core identity
within them that said I’m a good person
who cares he wants to give back to my
fellow man who wants to help him make a
difference did it look to you like
Mother Teresa was working real hard to
convince anybody of anything yes or no
uh-huh
core influence so basically you’re all
gonna turn into mother Teresa – right
after I do right sure so but you are
gonna learn how to do this you’re gonna
learn some exercises that are very easy
and fun and beneficial to you that will
cause this to happen
I’ve been doing this since 1999
marketing things on the Internet and I
spent what is that nine years I spent
the first seven years of it convincing
people to do stuff I spent the last 18
months or so sort of convincing people
to do stuff I figured this stuff out by
accident really and now I don’t have to
convince anyone to do anything it just
works so as marketers a lot of us with
our greatest challenges is getting
people to buy our stuff the bottom line
is when you do this more people will buy
your stuff you’ll generate much cooler
customers in your life will be a lot
better so remember step one was find out
who you really are and what you really
want I’m gonna walk you through how to
do that
does that end the weird psychological
part of the thing
maybe not sure if we’re still in the
weird psychological part or if we’re
into the dangerously close to self-help
New Age stuff as I said earlier we’re
using the Bob at the bank thing I
believe their deepest core desires give
clues to our core identity
it’s a weird statement to make because
right now we’re probably thinking of
desires on a material level that’s not
what I mean told you guys this was heavy
stuff right you’re like damn I thought
he’s gonna get up here until Jose
should’ve stayed at lunch so why are you
here right now in this moment with me
together with members of your community
in this room no cool it’s very nice
thing to say to help tens of million
people of millions of people and learn
how to do that awesome good call some
some more beauty all right make mo money
I must probably like the front of mine
thing make more money right it is after
all a conference about I don’t know
business it’s specifically the function
of business to make more money cool good
answer I like it to make it more money’s
fun spending it’s even funner paying
taxes on it that’s it
another reason might be to network with
your peers right it’s fun there the bar
well I you know these things remind me
sometimes a Grateful Dead concerts but
without the drugs because you see
everybody you see all these people you
get you you know would usually only see
in that environment is almost like this
traveling fun things you get to
reconnect with your friends and tell war
stories and all that was great so
network with your peers might be one get
out of the house might be one people
have that you said I’ve got two young
children they’re two and five now and
when they were like a lot younger and
neither of them spoke English and or you
know stopped screaming for more than
thirty seconds at a time I would come to
one of these things that good you want
me to come to the seminar and have
people repeatedly throw bricks at me
awesome I’ll be there can I can I sleep
past eight great for whatever you want
all right or maybe it’s to contribute
community kind of like what you said
sweet
so a typical thing to do and it’s a lot
of we do this a lot in sales and we’re
trying to get inside the minds of our
prospects say well why do you want that
stuff right why do you want that outcome
so an answer might be you know why do I
want more money why do you want to
network with others why do you want to
contribute to community or community so
forth so you might say I want more money
so I’m get a Ferrari or whatever right
so I can quit my job I will network with
others so I can form joint venture
partnerships so I can distribute more of
my products or whatever those are all
acceptable answers but our brains will
lie to us
they are surface level answers which are
not to be discarded but they are not the
absolute truth
what
when when I say something like I want to
make more money so I can buy a new car
or our new Ferrari or a new house or you
know all this stuff typically that’s our
brand giving us the surface level thing
because it doesn’t want to work that
hard and that’s okay right remember when
I was saying that Bob daydreams of being
the rock star whatever that’s
essentially like he’s replaying these
beer commercials in his mind right I
wish I was that dude it’s normal we all
do it right it’s cool the truth is we
all want to create and perpetuate
experience goals and things were
absolutely meaningless in the context of
this whole core identity weirdness I’m
talking about today we all want to
create and perpetuate experience I’ll
give you a good concrete examples
anyone ever know of a guy that might
want a Ferrari anyone ever know a man
that damn I was not a Ferrari that’s
awesome yeah anyone here you guys can I
have some of what you’re taking please
if we could go in the same way yes oh no
okay is that yes I can have some of what
you’re taking because if you all give it
to me I think it might kill me all right
well when do wonderful when a guy wants
a Ferrari I know cuz I’ve gone through
the whole Ferrari thing what we really
want is to be like James Bond or
something right or whatever internally
having that Ferrari means to us I want
to be like James Bond or a rockstar
whatever right normal stuff that’s why
you want to fry for the significance
okay and of course the big lie is that
we tell ourselves and trick ourselves
into believing every single day millions
of consumers believe it too we’re not
alone the big lie is that if you have
the Ferrari then you’ll be like James
Bond or whatever right
I can hear by attest to you in front of
this Council of my peers that not a
single flashy sports car that I ever had
and I’ve had Ferrari two forces the BMW
so basically I’ve had them all with the
exception of Bugatti Lamborghini and
Bentley none of them ever made me any
cooler a person totally sucked I was
like okay what am I gonna become cool
this blows
you know what am I going to become
better endowed surely
I used to when I would trade the cars in
the jokes I would tell the salesperson
to me like why are you trading this
Porsche in this awesome I say well the
the penis extension mechanism is clearly
broken this didn’t work at all what else
do you got maybe you should try the
Ferrari okay
nothing all right
what we really want with all these goals
and things bullsháá that our brains
tell us is experience you want that
feeling and experience a feeling like
James Bond you want the experience with
the Ferrari thing not you we whatever
I’m not preaching at you we want the
experience of having the heads turn or
whatever and feeling like that rock star
right yes cool okay so I’m gonna show
you an exercise in a second it changed
my life that’s a really weird thing for
me to say because normally when I hear
about life changing and stuff and like
denied you know but it did and I didn’t
even know what was gonna happen when I
did I just did it for the hell of it
when you do this you will immediately
okay it’s not immediately it takes a
couple hours to do the exercise so after
a couple of hours you will get clear
focus of what your true core identity is
the freeing feeling from that is
absolutely overwhelming because it
strips out the it turns off the
beer commercial it helps you get down to
what’s real
when you communicate from this core
place
you’re centered stabled and focus cool
you also attract matches and you’re able
to influence people effortlessly
specifically when you attract a match
know what a match is is someone whose
core identity is similar to yours let me
ask you a question
do you think I’m insane yes all right
great
show of hands if your idea of a good fun
life is to build a business where you
have customers who are dramatically
different than you and you don’t really
like them okay cool
would it be fun to build a business and
have customers who are a lot like you
and you do genuinely like them and they
do genuinely like you pretty fun that’s
what I mean by you magnetically attract
matches because when you’re totally
congruent and you’ve stepped into that
core and as you’ll see you actually will
begin or at least happen to me you’ll
begin to live that life that you map out
bizarre you will magnetically attract
matches because they will see internally
subconsciously heavy I know that
they will subconsciously be drawn to you
because you are within the place that
they want to be does that make sense
cool all right I really this is this is
all new stuff for me so it’s really
stressed out about teaching this like
this is either going to go over or
people are going to think I’m the
weirdest person in the world I don’t
really know if there’s much I can do
about the second part of that but
hopefully it goes over and you guys get
it and then dig it in plus like me you
just might actually stumble into new and
better reality
and experience the following
does this sound hokey to anybody bunny
by the way it’s okay if it does I’m not
gonna be pissed off yeah I mean just
please someone say it sounds like you to
them so I won’t look stupid here one
dude okay thank you thank you for having
it thank you for being honest with me
and telling me that Sam so I used to
think this type of stuff I’m talking to
you about right now was the single
biggest load of only to be
surpassed by something I could make up
myself all right
and probably the reason why is because
I’ve been around last psycho fara couple
stuff my mother’s a psychotherapist I
think she used me as a guinea pig so I
had this she’s like well let’s see what
happens if we put him in the room with
it this subliminal message you know like
thanks thus explaining that incident
with the cantaloupe what I just put salt
on it what do you the hell is wrong
Richard said was gonna be like a nice
professional place and here you guys are
so it’s cool if this sounds hokey
alright let me tell you where I was
before I did this I had the Porsche ooh
had me one of them Ferraris yay I want
you to keep in mind how significant that
is to got my age right especially my age
back then like a young dude you know
that’s like oh Jesus for some reason
we’re compelled to believe that’s like
gonna make you the happiest person in
the world again probably because of
people like us are convincing them
they’re gonna yeah but still
got the fly around on private jets no
my daughter is to her very first
time and an airplane was in the fire a
private jet flew her and my family to
Deer Valley took him skiing took my mom
moved to San Diego private jets awesome
right pretty cool hat time freedom I
lived in Macon Georgia I could do
anything I wanted to do unfortunately
there was nothing to do Macon Georgia
but had there been anything to do I
could have done it if I could have done
anything other thing like go to lunch
you go to Barnes & Noble and then go
like to post lunch and then go to Barnes
& Noble again I could have done that
hypothetically all right I should kid
you not we had like this near family
crisis trying to determine which big
fancy mansion to bomb not because we
needed a bigger house but simply because
we could and therefore we thought well
we should because we can because that’s
what you do you’re supposed to show how
significant your by having a great big
house and stuff like that was the big
deal okay does that sound like a bad lie
for good luck really those are your big
problems not so bad
all right absolutely miserable
horrible I mean totally miserable get up
in the morning what now I go to my
office which overlooked the loaves &
Fishes homeless dude bread line stuff I
wanted why don’t I pick that you know
just absolutely miserable
one of the worst sensations I believe
there is well maybe not the worse I
guess we could come up with lots of war
stuff but a significantly bad sensation
it’s to strive for your whole life
for some goal and then attain it and
realize it’s empty it was all just this
illusion so when you’re supposed to make
you happy and you wake up in the morning
and say now what they’re about two
months of that not so cool alright it
blows so I hope by doing this and if
anything I can spare someone that pain
because it’s very significant so what is
this fun isn’t it I was born on a ranch
my parents threw me into a pit of fire
my business attracted the wrong type of
customers because I wasn’t congruent
with the life I really wanted I was
focused on get the money and all this
stuff
I built the wrong type of business I
went for the business opportunity the
early biz op secrets bottom of the
barrel stuff I attract the
bottom-feeding types of customers I did
not like them
I was so miserable from being inundated
with all of these customers who I did
not like and wish like help to avoid at
all costs that future business was
deliberately sabotage so I wouldn’t have
to complete the cycle with lameness
anymore well if I do this I’m gonna get
more of these customers and they’re
gonna email me and I hate them right I’m
just laying it out man there’s I mean
trust me it happens to a lot of folks
happens for a reason – I was taught that
you want to avoid your customers at all
cost and you get the money
number one function of business is to
get the money I was taught that and I
believed that for a long time my life
reflected it your beliefs reflect your
life for sure right all the money I made
was just the end result of that was to
buy things and if I make an extra 200
grand I get a Ferrari I can get a new
house I can be miserable in my new house
I can drive my Ferrari into the garage
and be miserable you know okay should
you not I would go out and buy all the
stuff and then instead be like this is
great I would sit around and worry about
the stuff like when I would drive and
when I would drive and Macon Georgia you
got to like picture me living in this
tiny little southern town of Macon
Georgia driving a Ferrari I got a little
bit of attention and the thing and I
would drive around in it absolutely
miserable driving in it because I was
convinced that everyone on the road
hated me and thought I was an asshole by
sheer fact that I was driving the
Ferrari
yeah so that’s where my head was at it
suck lived in a constant state of
anxiety well what if when my customers
find out where I live or something and
they like call me dear God you know it
blew twenty-five pounds overweight
insomniac chronically paranoid
I promised you I would when a car would
come in front of my home I would become
anxious defensive and angry thinking
that might be someone that was coming to
hassle me madness write a really
compelling story oh great
who else can you share with us this is
awesome and if you act now this could be
you
now with 20% more misery the exercise
I’m going to share with you for lack of
a better phrase nine months total life
makeover I did what I’m going to tell
you about without any real goal in mind
I just wanted to like figure out what
the hell I wanted because I’m you know
Here I am a buying all these things I’m
still miserable we have this big dilemma
on which fancy hell we literally went to
see what the most expensive house we
could possibly buy was so we could just
find that when thinking will that that’s
you know that’ll be good right yeah I
went from that state to a significantly
better life which I’ll share with you in
a minute
I did this exercise and late September
of 2005 sitting at my desk overlooking
the loaves & Fishes homeless dude thing
watching the jockeys and the drunk
people try to kill each other
remember I was miserable right hated my
customers as a result income had decline
because I was sabotaging my business in
November 2005
did my first serialized wash made
$360,000 in nine minutes
holy attractive customers I liked
pretty cool December of 2005 elantra
product called ultra underachievers an
instant $100,000 per month recurring
revenue business dang old Davey had then
discovered in La Jolla California and
immediately decided to move there prior
to my doing this exercise I never even
knew the Jolla California existed
February March of 2006 did my serializer
to class made six hundred forty thousand
dollars at 45 minutes and became a cash
millionaire for the very first time in
my life people talk about being a
millionaire well you know if you think
of my house my business over there you
know like that if you can write a check
for a million dollars your millionaire
right so I had attain that goal which
was a big deal I was like wow I made it
great and I was actually happy about it
which was cool first time in my life
March 2006 plane private plane
incidentally Lawson touched down in La
Jolla California my family and I lived
there now permanently May of 2006 I did
the annihilation method launched with
neil strauss bought my dream home began
surfing created the dream business and
started become a little bit aware of
this increased ease of influence that
was happening how is this like you know
things have gotten significantly easy
here
damn didn’t put two and two together
about this exercise until
like years later I’m a little slow
my personal income for that period post
September 2005 when I did the exercise
I’m going to share with you one point
five million dollars Wow
I was really stoked considering it was
just me and I was moving my family
imagine doing all that like moving
across country stressful enough right so
not only was I able to locate a new
place sell my house move my entire
family leave or move my feet immediate
family leave all of our relatives
everything home we grew up and move to a
new city all the stress and pressure and
all that still managed to somehow make
1.5 million bucks Wow here’s what the
end result looks like today all the non
fun businesses just turned them off
alright some folks that are here or
clients as some of the businesses that I
didn’t really enjoy very much for
example my ultra underachievers class
taught niche marketing I got to the
point where I just ran out of stuff to
teach it’s like well I don’t really know
how many other ways I can say find out
what people want and sell it to you so
what am I gonna do now you know so I
just turned it off to eliminate the
stress of trying to come up with like
new rehab stuff gone pressure gone call
the non fun customers gone see you later
thank you may you live your life forever
in peace I hope you find happiness
eternally today I get paid a fortune
literally just obnoxious amounts of
money I almost don’t want to tell
anybody because I’m afraid that though
like though oh damn dude I’m sorry that
was a mistake you’re supposed to make
like seven dollars an hour to
essentially make admittedly stupid yet
fun videos with and for my friends and
help people get rich by helping others
it’s my job now I essentially goof off
tell jokes with my weirdo friends and
get paid a fortune for which is great
I’m now cache multi-millionaire which is
multiple times cooler than being a
casual one millionaire pretty neat and I
get surfboard which is awesome
perhaps well actually not remotely the
best the best outcome of this but a
significant one it’s now within my
market
I have effortless influence and the
income that I make
then my market in my community I do so
effortlessly without stress without
drama without convincing without
arm-twisting very few people get pissed
off when I send them emails to try to
sell the stuff which is outstanding
so before we begin we know do you agree
with me on any level at all the goals
and seeing some stuff are irrelevant and
the big picture for our overall
contingent and happiness in life yes Jo
hand
yep cool all right we know that our
brain tries to convince us well our
subconscious knows better about our
brains try to convince our subconscious
that these trivial things matter and I
think in doing so what happens is we
create this internal struggle that
inhibits our ability to actually get
anything done so if you’re like trying
to sell I’m a nice person you should be
healthy and then you like really just
want to live in Vegas and do a bunch of
blow hookers and stuff it’s gonna really
be difficult to sell the I’m mr. nice
guy let’s all be healthy business
extreme examples what’s the easiest to
understand right you understood like you
get how that would be hard when you have
that internal struggle you dress right
look healthy say the right stuff this
not gonna work out people might buy your
stuff but you’re going to really be
miserable it’ll blow so what we want to
do is we want to align our brains and
subconsciousness which
all right we can all breathe a sigh of
relief because this ends a somewhat
weird heavy-duty
conceptual stuff
you know that’s not even remotely true
it was still gonna be a little bit weird
and have you do any conceptual a little
bit easier to follow nin here’s how it
is I figured out maybe the equation on a
very basic level of how all this stuff
works I’d like you to remember my
earlier disclaimer that I’m not a
psychologist I don’t know anything about
it and no one should really listen to me
ever for any reason but if you were to
listen to me this is what the formula is
e plus AI equals L all right he stands
for experience I think we can all agree
now that we don’t really want the stuff
all right even rich earlier said like
and his in the first part of his
presentation yesterday after thinking
for so long with Internet entrepreneurs
wanted the money do you remember where
they really want freedom right what does
freedom experience we don’t want the
stuff we want the experience and and we
want the experience that the things give
us
starting to get a little heavy stay with
me here i stands for identity our
experience beliefs and values create our
identity you can actually have those
experiences externally such as I am now
playing baseball and all that kind of
stuff or you can have them internally
while you’re daydreaming running the
beer commercials in your mind but that
plus I believe some values creates our
inner identity so the L is life and I
believe that experience plus identity
equals life
they work together I guess to form our
lives or at least our concept or
perception of what our lives are all
right here’s the big aha
what we all want may you everybody else
is a new life we don’t want the stuff we
want the new life and this is not at all
remotely given to you from the
perspective of so now you all need to go
out and change your lives forever
there’s time as far as I know there’s
nothing wrong with your lives right and
that funny how it’s like today is gonna
change your life it was like yay like no
one ever says is gonna change it for the
worse like what if it sucks like today’s
we’re going to change your life yeah
because we’re gonna cut off your left
foot you know it was pretty good to
start with all right so I’ll illustrate
it
when a family buys a new home they’re
not Brian brick and mortar and shingles
and carpet and stuff they’re buying that
new life that they’ll experience in the
home right they don’t want the home they
want the new life very basic thing I
believe that applies on some fundamental
level to every single thing that sold
ever some part of your brain is saying
is this going to move me towards or away
from my core identity all of us mind
yours and all the rest of the world out
there that’s the way it works so here’s
how to create a new life first of all
when I told you about the whole
nine-month experience I have would
anyone like to experience something
similar yes cool you never know right
some people might be like oh happy
thanks nice they’ve got health benefits
shut up get a haircut so what makes you
think I haven’t already all right
sorry that was not intended for this
audience um let’s see if we all live an
average of 40 more years you know giver
saying I guess on average all of us in
this room might live another 40 more
years and we’re going to live 14600 more
days starting now from today right now
if you look at what a life is it’s
really made up of individual days right
remember we said our experiences really
shape our lives our experiences an
identity will you get the experience
from every single day okay so I believe
that if we want to find out truly what
this core identity we have within us is
and will and we want to learn how to
identify in other people we have to
create the ideal day we have to identify
what the perfect day in our lives would
be see typically it’s like well what do
you want your ideal life to be is like
well I live in this big house and I got
a Ferrari and all that stuff and that’s
so it’s okay
but it’s the individual day that holds
the key to what you truly want we all
truly want when I say you I’m not like
preaching at you at all like forget me
you know it’s us we’re all collected so
here it is a lot of it’s a lot of build
up leading up to this one question right
good a little hard I’ve been here for
like three hours when I told you I did
this exercise in September of 2005 the
entire exercise was to simply answer
this one question
if there were no limitations or
consequences
what would your perfect average day look
like if there were no limitations or
consequences what would your perfect
average day look like not that heavy
right now we’re into the dangerous leave
New Age stuff but we’re no longer going
to talk about weird conceptual heavy
stuff which is cool
okay language is very powerful so let me
dissect the question for you
when I say limitations I mean if we had
no financial Geographic health
limitations or limiting people so with
like a perfect day your idea of a
perfect day is you wake up on the beach
in Hawaii and you live in Macon Georgia
well let’s pretend that there are no
geographic locations right let’s pretend
that we’ve got all the money we could
possibly want if you can’t you know if
you’re if your perfect day is they get
to wake up and go surfing and you know
you got a broken leg let’s pretend that
your leg is not broken right easy stop
you have limit living people in your
life and your perfect day is to be away
from those lucky people let’s just say
you got away consequences is important
that stuff that could get get you into
trouble so it might be tempting to say
my perfect day involves waking up
drinking a liter of vodka going erasing
my Formula One car to be followed by a
cocaine binge with a truckload of
hookers that will kill you okay so I
don’t think realistically that is your
perfect average day all right and
finally I use the word average it’s very
important that you really get the
language right in this you can do it
every day and not get sick of it
or get killed average everyday stuff now
you might be thinking well never mind I
should just show you this
so it’s like a 400 part question really
but there’s still two easy steps all
right it step one have build a giant
house step two walk through the door you
know
when you think of this this perfect day
it’s important not to think about stuff
all right
we’re going for experience
that’s why the question is framed around
a day they say life you think about
stuff right we all do think about the
big mansions and the cars and the Jets
and all this stuff so where would you
live in this perfect day you don’t have
to like write all this stuff down it’s
normal questions right
what would your house look like it’d be
clean inside what would it smell it
what time would you wake up what would
you do in the morning what would you
think about it
what would you say the first words of
the day what are your first thoughts
today it’s vitally important to drill
down to the seemingly mundane weird
stuff and when you do this exercise I
don’t expect you to do it now because it
took me I’m a little bit slow and it
took me like four hours to do it I had
like literally I don’t know 11 or 12
pages was the answer to the question
what would you have for breakfast
mundane but still you got a certain
thing you like to eat don’t like to eat
place you like to go I went I got a
specific as to to drill down into Monday
and stuff like what I was thinking about
when I took the children to school and
what I was thinking about when I dropped
them off and what I was thinking about
when I got home the more detailed you
get about this the more clear you become
and the more profound your outcome will
be or just been the first half of your
day you know would you go to yoga right
so my wife does every day yoga I gotta
say I’m a big fan I like that it’s a lot
of benefits in that thing you know wow
this is great
well she could go to wrestling or
something you know
I guess maybe that would be cool to know
we think about um what would you have
for lunch seriously like what would you
have for lunch who would you eat with
what would your friends be like alright
when I answered this question I rewrote
the the behavior of my friends
I believe the specific answer was we
have a healthy lunch at a good place
it’s got fresh food that we enjoy our
conversation is not about idle gossip
but more of a celebration of the fun
we’ve had earlier in the day and the
last and since the last time we saw each
other so what we talk about what are
your friends like the perfect day like
Roma so imagine another way to frame
this question is if whatever you write
now you have to live that day every day
it’s another way to look at it okay
what would you do for personal
fulfillment okay I have tried and that’s
it’s you can’t you can’t screw off all
the time you’ll end up wanting to do
something for personal fulfillment what
life purpose would you strive towards
that’s a big one try to answer it
honestly because you might find like I
did your answer is dramatically
different from what all of your energy
and time is focused on right now if it
is you got a serious mismatch and that
blows it’s gonna come across every
presentation you do what would your
business be what time would you start
work what would you actually do at work
right for mine it was coming up with
evil schemes that we the use of the word
evil there it’s not really very very
nice sounding so I find an evil scheme
is just something fun instead of Jeff
what are your clients like
what’s your relationship like your
spouse and your family
I wrote mine down
or Dean your kids talk about it’s not
like not like we like each other but why
with fun stuff to do what do you like
about each other what does your spouse
like about you what are your children
appreciate within you you got you have
to live the state every day forever
every day
just imagine though Samos got the button
to destroy the world there his finger on
the destroy the world button if you
deviate from this day at all he’s gonna
press okay so you gotta live it every
day why I put this under the really big
stuff I don’t know I guess that’s a
reflection of where my mind is right
dinner’s family stuff their item in it
is my house so would you have dinner
with your family would you go out
whatever what would you like to eat
who’d you eat with what would you talk
about what would you do at night
who would you do it with if we might
just have a little beavis and butthead
moment there I said who would you do it
with at night but you know I mean what’d
you and hey like speaking of that you
don’t to show this anyone by the way but
if the whole you know if that the answer
is dramatically different from your
current situation you should put it down
you have to show with anybody I’m not
asking you to do that
I’m gonna show you some of mine though
where would you do it what would your
thoughts be is you went to sleep it’s a
big one for me
are you gonna think about there’s a last
conscious moments of the day where does
your mind where is it now yeah get her
bed worried about stuff you go to bed
thinking about where the next sales come
from you know what’s gonna happen if
Google slaps you blows that’s no fun
I’ve done that it’s awful
all right
so all this build-up for one little
question
sounds me of hokey yeah maybe a couple
raise your hands if you’re like dude all
this from one stupid question what the
hell one dude
thank you for being honest I would never
rephrase my right I’d be like oh man
it’s fine really it’s cool I would have
never ever I’m out really like agonized
over whether or not I should present
this right now because typically it’s
like you know I do these things I rarely
do them when I tell some jokes and you
know disguise content as entertainment
most of the time and it goes over very
well and people say we really enjoyed
that and I get to go home and it was
fine right but I was hoping I could
really contribute back to my community
today so that’s why so I did the
exercise did not do it as this I want to
develop and identify my inner core stuff
had anyone presented the exercise to me
in that Prius of mine I would have never
done it out of City and whatever shut up
I just did it because I was like
miserable and everyday sucked and I was
like well okay what the hell do I want
to do that I was like well let’s pretend
for a few day right now check this out
India and I wake up with the Sun and
laugh about funny things our children
did as we watch the daybreak over the
ocean incidentally the reason I’m giving
you this presentation today is because I
moved from one office to the other after
my mass control launch I moved into an
office closer to the beach and I found
the piece of paper actually the notebook
with all the answers in it and I started
reading it and I had this big aha moment
so I dug it out and here are the answers
to some of my questions so the first one
is what do you do when you wake up in
the morning what are you thinking about
whatever that was my answer check this
out
as the view from my bedroom can you
believe had none of this was planned for
me okay it just happened that’s the
first thing I say when I look out the
window that’s it tada weird I’m starting
to think this might not be so much
okay but I need lots of
convincing so I’m gonna assume that you
do two in the morning we’re excited to
get outdoors and exercise remember I was
25 pounds overweight my activity was to
go eat lunch then go to Barnes & Noble
and then go have a real lunch all right
I hated exercise okay
I wrote down though because I wanted to
have this devil in my ideal life that
was it in the morning we are excited to
get outdoors and exercise I look forward
to this and view it is fun it is not a
chore or a mundane task but a source for
continued fulfillment and well-being
it’s fun and I would do it even if it
wasn’t good exercise you see the little
dot that’s me Christmas morning 2007
every day no moss 25 pounds maybe it’s
not after all I had never even
touched a surfboard in my life when I
wrote that never all right now if I’d
seen one in real life when I wrote that
and mine I would describe the house I
told you not to focus on things so you
don’t make it all about things but if
something comes up like it did in mind I
described my home
write it down after exercise I take a
shower our shower is huge and made of
marble and glass as a bench to sit on
and a lots of jets so we can both get in
there the point is to show you the
shower six people can get in that shower
three can sit on the bench and three can
shower under the 14 Jets that are in
there the people when the bench can help
if they like or they can simply watch
it’s up to them it’s marble it’s marble
it has a bench it has multiple Jets it’s
the exact same thing I wrote without
even consciously saying this is what I’m
setting out to do wasn’t the goal
setting exercise I just said sure this
this day sucks what would a good day be
you can never really get anywhere unless
you know where you’re going right so the
whole point of exercise for me was not
to have this entire life transformation
it was just to see well if I’m so
miserable now what is it that actually
more so gel versus core I did it
my shell identity was it’s motivated by
things
goal-driven status driven reason I was
buying the cars because it wanted people
to think I was cool so all the people
that’s all a douchebag in high school
could see how cool I was right let’s get
honest okay
get the money get the money get the
money all right zip-a-dee-doo-dah
miserable that was my shell I didn’t
need oh so common on some variation with
all of us the core identity was I truly
didn’t give a about any of that
stuff I wanted to leave normal society I
live at the beach cultivate an ideal
lifestyle and get paid to have fun and
contribute to others by doing so what do
you know about that huh what’s this got
to do with making money which is the
whole point of the conference well I
didn’t give you all the stuff that I
wrote down remember when I said describe
what you do at work when you go to work
where you go to work and all that stuff
check this out and describing my
business at the time my business was a
really big part of my identity it’s not
so much but I described what I wanted it
to be I wrote down my business is fun
and easy my main function is to simply
come up with cool ideas that help me and
my clients make tons of money without
being obnoxious about it it works so
well then I’m able to generate a huge
income from only a small amount of sales
okay
check this out
my customers are cool fun and low stress
I actually enjoy interacting and if I
were to encounter them on the street I’d
be happy to see them complete 180 from
the I was living my mentality regarding
my customers listen I sound the titleist
since I did the exercise September of
2005 generated almost 31 million dollars
in revenues for myself and my clients
and by clients I just mean the dudes I
did stuff directly for god knows what
the people I’ve taught has made wouldn’t
even count that right now my business
one of them is on pace this year alone
to pay me close to two million dollars
passive residual income if I’d never
sell another product all year are you
starting to believe me now and I say
please don’t buy anything for me I’m not
here to say I’m doing ok ok
because this is on video I didn’t want
to use people’s real name saves their
nicknames mauler is a friend of mine I
see him regularly he’s the first person
to ever recognize me in public
he is my friend and he was one of my
customers
as is fizzle butter and gypsy fizzle
Mall or see them very regularly some
almost everyday customers hang out with
these people went to Mahler’s wedding
and wanted to how many times did you
actually want to go to somebody’s what I
was like dude this is gonna be killer
all right you know wanted to go magic
Brian Apple bow ski friends of mine
these are all people who were customers
who fell into the previously dreaded god
help us all if any of these people ever
call me on the phone to find out where
other category right customers
about three days ago three to three
weeks ago I was leaving the new office
rode my new exotic vehicle which is a
sector 9
skateboard costing about $100 wrote it
down to the beach check the waves
hanging out decided it was pretty good I
was gonna go out get in the water
I hear this hey is your name Frank look
over is this girl in a couple dudes girl
was pretty good-looking too well it’s
like this just keeps getting better I
said yes it is
turns out they were customers just
happened to be in my neighborhood at my
beach you Nevada they were psychotic
stalkers I’m gonna hope that they were
customers right I was glad to see them
previous life I would have been
horrified mortified you know it’s cool
they didn’t ask me they’re like ah dude
you going surf and sweet yeah we’re in
your class we’re just making some videos
down here have fun awesome
right check this out
since I got here in Orlando I arrived
Thursday hang out with my buddy Johnny
to random unsolicited just happenstance
emails from new mass control students
one with a video attached where he made
$25,000 in four hours
the other saying he brought in $90,000
does that sound like a little bit of a
transformation to you guys circumstance
all right
ah
whatever one please stand
I’m gonna stretch a little bit or
something or jump around or whatever
you’re supposed to do
all right
remain standing if having a business
that pays you an obscene amount of money
where you get to do something so much
fun you think to yourself I cannot
believe I’m getting paid for this and
your customers are cool people that you
actually like and you like you and you
want to hang out with them remain
standing if that sounds cool okay that
was really that wasn’t a loaded question
at all right remain standing if right
now you might be thinking you know I
like life pretty good but I’ve never
really sat down and thought about what
an ideal day would be I really
considered what the perfect life would
be if I were to say to you I have a
workshop or a class or whatever where
we’ll walk through this process together
and you will have a clear path of what
you want and based on my personal
experience what happened to me I believe
it can happen to you as well
would you be interested remain standing
if you would be interested okay now if I
were to say this workshop cost a
thousand bucks remain standing if you
would be interested
if I were to say this workshop costs
$2,000 remain standing if you’d be
interested
most people are still standing the good
news is there’s no workshop
this was the experiencing sit down there
this was the experience the experiment
that I was telling you about earlier
this is why I was so emphatic about
telling you that was not really trying
to sell you anything I’m not there’s
this it’s a fictitious product that
doesn’t exist okay look what just
happened I begun today’s presentation by
telling you under no circumstances
should anyone ask me to sell them
anything okay that was the absolute
worst sales pitch ever right don’t buy
anything from me do not buy anything
from me I just got up here and talked to
you guys about some of the weirdest
you have probably heard in months if not
years especially at an internet
marketing conference right but what
happened with absolutely no effort at
all and without in any way at all trying
to convince anyone of anything or to
sell anything at all the overwhelming
majority of the room said that they
would buy the stuff why is that it is
because I’m speaking to you now from my
core identity see I did the exercise I
figured out the life I wouldn’t who I
really was who I wanted to be stepped
into that person didn’t know it was
gonna happen down for that know that
sooner
right and spoke to you from that core
centered congruent place
because I’ve serviced this market for so
many years I know that you guys share
the same values as me so while your
dream life may not be to live at the
beach or have the marble shower that can
i pathetically fifth six people just
saying it could that’s all to save or
surf or whatever grow your hair long and
not give it a while that may not be the
exact match I do know that the core
identity of this group is a group that
values of freedom and lifestyle and
experience and contribution and overall
contentment above all else therefore was
I communicating this entire time with
your surface identity or with your core
identity core identity it works yes it
sounds very weird
yes I am very weird but it works we just
proved it that it works now I know this
to be fact right if I actually said okay
give me the money not everyone that was
standing up would say here’s 2 grand
right maybe half would still pretty good
ok no convincing no being an asshole
no obnoxious stuff no stress
all’s cool would you like to learn how
to do the same no thank you ok well the
second step first of all if you do
nothing please answer the question
please
it will change your life what more proof
do we need I mean you know the secret’s
out now and all that stuff man I’m even
like up until a couple weeks ago until I
found the stupid piece of paper that
actually wrote outside those people are
such charlatans they’re full of
what more signs we need to say this
stuff works ok so whether or not you do
anything at all please just answer that
question that will do you so much good
and you’ll be happy except to find out
who your market really is good
we talk about empathy a lot right right
salesmanship you must have empathy you
must know how they feel think why they
think at least convince them that you do
yeah sort of the key I believe that you
must genuinely identify their core
identity know what their real desired
outcome is and know what life they
really want
that’s why had I like focus this whole
thing about things wasn’t money and you
two can have a fancy watch and all that
stuff I wouldn’t have had 90% of the
folks in the room say I think it’s
almost a hundred percent say they give a
1000 like 90 something percent so they
give two thousand that wouldn’t have
happened if I wasn’t speaking to that
core right so you have to figure out the
core this is critical none of this will
work if you don’t do this none of this
will work if you don’t do this lo and
behold you must actually give a damn and
you must actually help your prospects
and customers move towards that core
identity if you don’t care it’s not
gonna work and you’re not gonna be
you’re not congruent with your core
anyway
critical so if you’re in a business
right now and you honestly don’t give a
damn you’re in the wrong business
doesn’t mean you’re a bad person I’ve
been there too all right
sis you’re not the right business so
you’ve got to care and it’s got to work
you have to genuinely help people
it’s kind of a weird thing to say when
we’re talking about helping people
here’s the weapon I use to help people
I’m touted as a good copywriter I’m not
really it was nice to hear thank you
not a good salesman at all can’t even
put on a decent pair cocaine you wear
shoes you know not a good salesman not a
marketing genius well how do I know you
know don’t go taking my trademark
Hammond take your belt okay I think I
got all that reputation and stuff people
say all car and good lord man especially
right now I just did this big launch and
ass control and all that stuff yeah wow
this guy’s killer right well if you look
back I really just do a good job of
selling to the internet marketing crowd
specifically okay it’s not like I
couldn’t like write copy for
refrigerators or something couldn’t do
it right yeah so well really I mean we
all know this no one wants to come let’s
just get it out come on that’s all so
there’s a reason why I’m really
effective at selling to this market okay
I’m not gonna tell you I can sell to
every market right I can’t
so really well – this one sold okay –
the dating market
had I known this stuff in other niche
markets I would have really really been
much more effective
this is a matthew called the instant
bond method it is step one of two on
identifying your Morgan’s core identity
and learning to speak to it
probably when I say your market and I’m
doing everyone a disservice including
myself because
person the person selling is most
effective if we sit down across the
table or preferably side by side of the
table that’s most likely the most
effective way to sell in terms of
closing the sale right hard to get
better than that but we always think of
marketing as we’re marketing to this
herd okay
which doesn’t make sense if it if
selling face to face and we should
always think face to face so when we
design campaigns we usually market to a
group of people all right
you need to design every single piece of
your market marketing as if you were
speaking to one person specifically well
I mean I’m in a very bad situation now
I’ve got three of these bottles of water
up here all opened only one of them is
mine very thirsty thank you I don’t want
to have to drink after Walker you never
know what he’s put in it I almost do you
think he’s so smart you know what’s
smart pills okay I’m doing good so far
by the way yeah okay cool thank you I
was very very apprehensive about trying
to convey this
I think if I didn’t have the
photographic proof it wouldn’t have gone
as well so when you’re when you’re
communicating one person I call it the
core customer I call it that because I
came up with it on the plane when I made
that slide call we call this person
anything you want but this is like the
core this one person so here’s how you
create that person
if you could somehow magically manifest
one single person who would be the
typical embodiment of a classic customer
or prospect in your market what would
they be like
a or female it’s almost like if you if
you were to ask me to pick them out from
a crowd who would you describe you know
how old are they are they married
some folks have been around a while
might start thinking about list data
when we’re doing this and that’s not
really what I’m getting at I want you to
instead of thinking about demography my
graphics we want to think about the life
of this person okay what a typical day
and their life is likely who they are
not as a buyer but as a person because
we communicate as people when you get
into that I’m selling you the buyer
stuff it’s flame okay do they have kids
what’s their spouse like the reason I
asked that question and the fond one
which is what does the spouse think of
all this foolishness
is because we make so many decisions
based on what we believe the opinions of
others will be and one of the most
influential people in a household is the
Foust except mine where I’m totally in
control all the time all me all the time
right
what’s their relationship with the
children liked
what would this person be wearing would
they be wearing I don’t know latex a
latex helmet or would it be a letter you
know or so many forms of headgear now
what do they do for a living
what’s their biggest frustration it’s
their biggest surface desire
stuff like that
so I did this exercise and this was back
when I was selling to the internet
marketing crowd from the perspective of
newer people just looking to make money
yes okay
don’t read that because I can’t fit my
description of Bob on the screen right
so what I did this
again this is for the beginners internet
marketing crowd I did this exercise some
time ago I created my my little dude
named Bob all right so here’s Bob Bob is
45 years old and sells insurance he is
married with two children who drive him
crazy and it’s wife thinks he’s an idiot
for trying this internet stuff he was
about 25 pounds overweight
and wears glasses whereas a short-sleeve
button-down shirt which is white and he
wears khaki pants with it
shoes are brown leather his biggest
desire is to make enough money to quit
his job which pays him forty five
thousand dollars a year that’s Bob if
you were to go right now if we could
teleport to a typical beginners level
internet marketing pitch fest seminar I
mean that’s who you’d see lots of Bob’s
of those not so many Bob’s here is not
that event right different crowd
that’s Bob so who is your bomb question
here to do is you need to identify your
bomb cool now the stuff step one of step
two
grated this remind me sometime to become
a surgeon
we’re going to cut open the femoral
brain whoo
no sorry okay just by doing this
exercise we were already halfway there
to identifying European markets core
identity you’re already a hundred
percent ahead of most people in the
market everyone else is a little bit
extreme
because what we’re doing right now is
now that we know who we’re writing to
specifically you can influence them on
the surface like when identify Bob
really is I know the Bob is drawn to the
big paycheque images I know that Bob
wants the new car right because Bob’s
new with all this stuff Bob is the guy
that’s at the insurance job miserable
his kids are driving him crazy the dudes
coming home he’s confused and scared and
all that kind of stuff that’s what he
wants right now okay so when I know that
sort of stuff we can influence them
along the surface level surface of a
level influence works really good almost
everything we’ve ever seen a surface
level okay
alright so when you do this you’re
better at selling to your market than
most people are just the surface level
stuff because most folks sell to their
market without really thinking about who
their customer is it’s just step one if
you stop here at step one you’re still
going to come away with a lot
all right I sold instant Internet
empires based on step 1 that’s six
hundred forty thousand dollars said
personally and sales on the front end
from that the back end sales were more
according to the FTC documents it was
six hundred forty thousand dollars
anyway created a product called info
millionaire which I which I really
enjoyed selling I thought it was a great
product made around three hundred
thousand dollars or so from doing that
pretty good yeah not bad
nothing was only up for a couple months
made my underachiever mastery course
surface level influence after
identifying Bob gave me a million bucks
or so from it so surface level influence
with this empathy thing a couple years
Bob gave me around two million bucks
thank you Bob
now if you want to absolutely crush it
and have more influence and sales and
you can stand to the point where you
actually have to say in all seriousness
please do not buy anything from me to a
group of people with money who have
proven to buy stuff from people like me
here’s what you do you become Baba
metaphorically speaking
remember the question that I asked you
to ask yourselves about your perfect
average day now that you know who Bob is
it’s time to pretend you need to pretend
like you are Bob this is why I was
telling you not to look at Bob like a
person on a direct mail list data source
that’s why we need to know the mundane
things about Bob what his kids are like
what he wears what he does for a living
we don’t care if bob has an American
Express card with $10,000 on it we don’t
care about that marketing data we want
personal data
step into Bob’s shoes and ear on the
little magic question effortless
transformation mm exercise as if you
were Bob are you going to be exactly
right
you’re pretending to be someone who is a
you know a representation of thousands
of people within a market you’ve never
met Bob you’re gonna be close enough all
right
now you know who Bob really is now you
know what Bob really
so remember when I was given all my
weird ethereal sound and stuff saying
you know you meet someone you have this
connection with them you don’t even know
why you really feel bonded to them and
you like them when they like you and you
feel like they’re mean no convincing
arm-twisting anything involving you guys
when you do this now you’re speaking
from your core to Bob’s core okay so
here’s the real Bob I think you should
also know that when I came up with who
bob was I did it years ago and it was by
no means any insult to this ideal person
you know there’s nothing wrong with
making forty-five grand a year wearing
brown leather shoes or whatever I’m not
trying to say like Bob sux and should be
taken advantage of or anything like that
okay
here’s the real Bob Bing just that
behind the back pretty good real Bob
significantly afraid of lost and
embarrassment in my market right
significantly afraid of lost and
embarrassment but does not want to
openly admit it Bob Segall
typically male and as fellows don’t like
to admit that we’re scared of stuff
we’re scared to we’re afraid to admit
that we’re afraid of stuff
Bob wants a lifestyle more than things
Bob wants significance and contribution
or bling significance and contributions
big drivers by the way Bob wants respect
credibility
and Bob wants to be young again
that’s the real bomb
so remember when I showed you like the
results of selling kebab
surface-to-surface basis before I really
got to know Bob before I became a weird
psychotic stalker pretended to be Baba
once I started figuring out who Bob was
first thing I tried to sell was the
serializer system 1 million dollars from
100 customers got to keep it all
affiliates no big list a big fancy
launch nothing this one’s sort of counts
I faked it with the neil strauss launch
because I’m not in that market at all
and I can’t really step into the shoes
that much of the guy trying to pick up
women and it doesn’t really speak from
my core to their core because it kind of
wears me out I don’t think there’s
anything wrong with it it’s just I got
daughters man you know so part of me is
like here’s how you should pick up girls
if you ever do this with one of my
daughters I promise you I will draw you
and quarter you you know so it’s like
really working out that well but it
still worked out pretty good 1.4 million
dollars now that I have a better
understanding of what Neil Strauss this
actually teaches our what Neil Strauss
actually teaches and what that’s all
about
I think I can do a much better job of
that but still as an experiment because
I would like to say publicly that that’s
not what this product is about it’s not
what he’s about at all
he’s a genuinely good caring person so
1.4 million ain’t so bad though first
time incidentally anyone had ever tried
to do a big fancy launch outside of
internet marketing
so he works in internet marketing okay
let’s see all right hit the nail on the
head with stompernet damn I didn’t even
want to do it
eighteen point three million bucks I’m
the guy that wrote all that stuff you
know the one that scripted those videos
I’m the guy that made the markets fall
in love with Brad and me eighteen point
three million smackers pretty good
pipeline profits 3.1 million bombs mass
control which had just launched a bunch
billion zillion dollars the refund
periods aren’t over yet and I don’t want
to jinx myself you know but a lot worked
exceeded my expectations actually
dramatically it’s also the easiest one
I’ve ever done
strange so you get this down remember
that effortless influence ever so
effortless income it’s easy experiment
began unknowingly in September of 2005
which is right around two-and-a-half
years remember what I did on the on the
surface level when I just did the
empathy thing and around two million
bucks now it’s around 31 million dollars
works very strange right yeah I mean I
don’t know lots of people are like okay
we’re gonna find out what the best
subject line is today works do it so
after I made this this long protracted
obviously strange presentation for you
it occurred to me that it had absolutely
nothing to do with the stuff that the
sales letter for this event talks about
and I worked myself into a bit of a
panic it’s too late
change everything mainly because it was
this morning when I was reading the
actual sales letter that’s like holy
I’m not supposed to talk about this
stuff at all so
I know that folks might still be
thinking okay that’s really cool and
everything but what do I do and stay
specifically to people to get them to
buy my stuff am i going okay on time
incidentally fellas are you saying am I
getting the signals for yes or no being
that I’m getting the no signal so I’ll
speak quickly here’s the deal every
piece of marketing that you do every
single thing you do matters every single
thing you do say think or write to your
market matters everything does every
single thing you say to your market
matter yes or no okay good well you know
I can say things like this to my
children I’ll be like don’t draw on the
wall and then it comes out wrong because
they still draw it so I want to make
sure that’s not me you know it always
needs to validate the core identity move
them closer to it so if you look back at
the the my most successful launch
perhaps not monetarily but at least with
greatest of ease and I got to keep a lot
of the money this time which was nice it
was the mass control launch which I just
recently did if you go back and look at
the marketing materials which you can
find on my blog Frank Kern calm you will
notice that throughout the marketing
money was talked about very little in
terms of your gonna make a bunch of
money with this right I didn’t go out
and say you’re gonna make millions of
dollars I use that big 23 planet point
eight million dollar figure to get
people’s attention sometimes you need to
get attention on the surface level right
BAM a surface level attention money
Jesus I got a look at this guy but then
went straight to the core once I had the
attention okay so every single piece of
marketing in that launch
addressed the core had pictures of me at
the beach I talked about living at the
beach talked about my family had
pictures my children are my computers in
the video it was all about significance
and contribution that the market could
could could make in their marketplace
how they could build a better life how
they could communicate more effectively
for a good not about the money every
single piece addressed that core
identity and was written to them all
right what was the other thing I had on
there and it moves them closer to it so
you right moves them closer to it with
results in advance so you can’t just
talk about it and paint the pretty
picture
every single piece of marketing that you
give actually has to help people imagine
that’s just patently ridiculous but it
does damn it does anyway right so if
you’ll look every single piece of
marketing that I gave out was not clever
salesmanship was not awesome coffee
Orwell produced video or anything it’s
just maybe and a regular dude helping
people out need to build a list
here’s they build a list okay you want
to learn how to communicate effectively
and not be obnoxious here’s some tips
you could do all right BAM by the way my
stuff’s pretty good I think you might
like it
maybe you could buy it it’s a whole
message results in advance I mean we can
move someone closer to their goal in
your marketing every single step that
you move them on that timeline to their
desired outcome every time you move them
closer by helping them their desire to
buy your stuff increases as does your
credibility and it goes up exponentially
with every single step cool and I think
I better wrap it up with the last point
before I get shot at by the video
the results in advance list favor
technique beach video that’s a
weird-sounding line if you look at my
blog you see my marketing stuff you’ll
see there’s a video that shows people
how to build a list best results in
advance I give people a technique which
says it shows them how to get more money
out of their market by doing a big favor
and them asking them a favor in return
results in advance immediately
applicable stuff they can do now the
beach video which was aptly entitled
naked dude to playing volleyball or
something like that was speaking to
their core identity because it showed me
on a journey to the beach I ended up at
the beach all right all core identity
and finally sometimes to avoid seeming
like you’re patronizing people you need
you can’t come out and say this is what
you’re probably thinking to a market
because no one wants to be told what
we’re probably thinking over and over
again after a while you’re like dude you
don’t know what I’m thinking shut up
right that’s normal so sometimes you
have to borrow their voice and let
someone else be their voice in this case
if you look along the blog and see my
marketing you’ll see a case study with a
guy named O’Hare Chowdhury he is a
another internet marketing dude who
interviewed me he borrowed the voice at
the market and said when I saw this I
thought it was hype what’s the
difference between this and manipulation
why is this so good and he basically
grilled me so he borrowed the voice of
the market essentially he spoke for them
and a true congruent manner and that
that is it I think I have to wrap up
sorry gotta go thanks
[Applause]
you