490: The Script That Makes Money on YouTube

Hey, before we jump into the show, I just wanted to take a second and say, "Thank you for listening." I know that life is busy and you have a lot of options when it comes to the content you consume. So whether you're new here or you've been listening to the Think Media podcast for years, I just want to say thank you and I appreciate you. Okay, let's jump into the show. We're not going for viral here. We're going for conversion and there's a big difference psychologically. The way I think of making money on YouTube, money you make from the platform and you get paid for keeping people on the platform. The goal of that video is to hold people's attention. That's not what we're talking about today. What we're talking about today is how to make money from someone watching your video and then contacting you and buying your most expensive thing where you make a lot of money. What's happening here? I can't believe I'm going to give this away for free on a YouTube channel. So there's two videos you've probably watched on YouTube. One gets a lot of views but it doesn't drive any money. It doesn't drive clients, revenue or business. But the other one is a sleeper video. It just grows slow but it generates customers, leads and sales. In today's video, I'm sitting down with Rory Vaden, New York Times bestselling author, founder of brand builders and we're actually going through not an interview but a seven step framework of the things every video must include if it's going to make money. Rory, welcome back to the podcast. Yes, let's do this brother. It's a be with you. Good for you to be with me. You're in my house today. Yeah, I'm excited. We're going to have you. Your new studio. It's kind of a debut maybe. It is. You're the first non-me person to record in here. So it's great man. It's an honor and give us a broad level because we actually are going to so give us a high level. Let's make some money. So we're about to go through a seven step framework and each of these pieces matters to actually create a video that actually makes money. Because the problem is some videos get a lot of views but they don't actually generate business. They don't generate revenue. Well, let me clarify about how we're going to make money. Okay, so the way I think of making money on YouTube, there is money you make from the platform and you get paid for keeping people on the platform, right? Most people who teach YouTube, they teach how to hold people's attention. That's what you guys teach and you know, you guys talk about. What we're talking about today is how to make money from someone watching your video and then contacting you and buying your most expensive thing where you make a lot of money, right? This is you and I did an episode together on how do small channels make lots of money. This is how we do it, right? We're an eight figure business. I have less than 9,000 subscribers on YouTube. But that's because the goal of our video is not to hold their attention. The goal of our video is to move them psychologically towards buying and they're very different things. And so we're going to talk about the psychology of a sales video. What causes some what has to happen in a video for someone to buy and I've never shared this on anybody's YouTube channel, including my own ever before. And what I think is powerful because we're going to go through all seven of these steps and people can follow these and the key though is you don't want to miss any of the steps. So you need to watch the entire thing to get each of the pieces because it kind of completes the full picture. But this would also be true of course for big decisions if you want to generate customers for services or products. But every YouTube creator I think could also benefit from the psychology of even if you were doing like an affiliate link or you were doing a brand deal. If you were a good creator for that brand or you wanted to help someone make a buying decision hitting these psychological pillars matters in all kinds of environments, whether it's a sales video or a strategic YouTube video. 100% and just you know to touch on my background right like when I was in college I was going door to door and I was the all-time record holder for recruiting in this 100-year-old door to door company and did that and then did enterprise phone sales. Then we did B2B knocking on business like walking, walking apartments and then we started a seminar business and we sold to large groups of people and then we built an eight-figure sales training company and then we exited that before we started brand builders group and started teaching experts how to make money. So this is the psychology of selling which has never really changed except in a normal sales con in a normal selling environment it's a conversation. I'm selling to you which is basically I'm asking questions a great salesperson is asking questions and I'm asking the questions in a way that facilitate you through making a decision about whether not the thing I'm selling is right for you but in video on YouTube or in a VSL video sales letter or on a webinar or in any environment where it's not a conversation you have to follow these steps so that could be copywriting but definitely on YouTube and video to go to sell through video I have to get somebody to go through the same psychological steps before they make a purchase except I can't do it by asking questions because I'm not there to continue the conversation. So I have to structure my content in a way psychologically that allows someone to come to the conclusion that what you're talking about is something they should engage with in purchase and it all seven parts of it matter and we're going to knock them out. And at this point it sounds difficult what's cool is this framework will make it a process so that you hit it like a checklist. Okay so seven things, number one big idea is a clear desired future. Yes. And there's maybe two pieces here that's having a promise and a payoff so break this part down. Yes. Okay so in order for people to buy it starts with I have to get clear on what do they want for their life. Right? In a sales conversation I would just say tell me what is your dream as it relates to whatever. We teach this in our actual sales when we teach how to do one on one selling like we offer free calls and we teach people how to do free calls. The very first question is tell me what's the dream for your personal brand. You know what's your dream as an author or your dream as a speaker or your dream as a coach and our salespeople are trained to start every one on one conversation with that question. The same must be true in a one to many environment like a video or a sales page across the headline of the page should be your best hypothesis to how they would answer the question what do I want. In fact you and I did a video on another framework we teach called the five title tests and that's another piece of content I've never done anywhere else on how to title your videos and the first one is called the I Want Blank Test and we say a great title completes the sentence I want blank. It's asking yourself how would your perfect prospect answer the question or fill in the sentence I want blank. So in a one on one conversation I would just ask him what do you want what are you trying to achieve what's your goal what's your dream tell me about your future tell me your vision and the conversation would start with them telling me what they want in a one to many environment I can't ask a question so but I have to make a hypothesis how do I make that hypothesis I have to know who my avatar is and I have to complete the sentence for them I want blank so if I were selling your thing right I would go you know million dollar you know make millions on YouTube right what does your avatar want they want to make millions on YouTube so if I were doing anything like a mastermind like let's say we're you're going to launch a fifty thousand dollar a year mastermind the first thing on that video would be make millions on YouTube if it was a sales page headline make millions on YouTube I'm I'm telling them what their dream is yeah or I'm telling them the dream that I can help them achieve so for example one of the things we do we have helped over one hundred clients become national best selling authors yesterday we just had our twenty third client become a New York Times best seller in the last couple years so when we sell our author training right at the top become a best selling author that's what they want or or that's the thing that I can deliver on so if people want that that's the thing I can teach them how to get so you got to ask yourself that question what is the thing that I can what's the promise I can deliver on what's the thing I can teach them teach them to get and that is the first thing in the video it's like a hook I mean it's yeah that is a form of a hook it's a form of a hook and there's some tweaks so listeners could think about like a formula if you're scripting out a video and this is a video that's principle based that would be leading the individual the right person towards making a buying decision by the end of the video and by the way the buying decision could be no sure we're okay with nose we're we love yeses we're fine with nose what we hate as maybe we do not want maybe we do not want we want people to go you're my person I you're speaking my language I'm all in and is that why they're when we think about headlines like there's sometimes they might be the opening of the video could be something like do you want to shed the baby weight without having to go to the gym or lift heavy weights or do something you don't so you have you know I want desire x without pain why you could you could ask to add the without which is kind of like what the next step is hmm and that's kind of joining the first step in the second step but but step one is what's the vision what's the dream what's the payoff what's the promise is like this is the big picture idea that we're we're offering to them and immediately somebody will go I want that I'm I'm I'm I'm gonna tune in I'm gonna stick around for the next step or they're gonna say I don't want that and I'm out and either those are okay we're not going for viral here yes we're not going for broad appeal we're going for conversion and there's a big difference psychologically so step number one is a clear desired future step number two is the real problem is named and so you're touching on the problem they have and pain they're feeling yeah yes so all of sales and again this is this is like sales psychology all of sales is so simple like there's so many awful sales trainers out there sales is so simple it is the gap between what they want and where they are that's it if I can establish a gap between what they want and where they are I don't have to sell them they sell themselves they come to the conclusion on their own that I want to buy this thing right but I must establish the North Star what they want and then where they at now in a conversation I would ask the question I go so why haven't you done that yet what's holding you back why are you struggling to achieve that like where are you now and within the first three minutes of a conversation the foundation for a transaction to take place has happened and notice it's not like it's not ninja voodoo mind tricks it's it's just going basic human psychology I want this I have this there's a gap that's the opportunity for a sale now in a one to many environment like a sales video okay that I have to again speculate as to how they would answer that question how do I know the answer well I've surveyed my people we've had thousands of people come through it one of the things we've said in other interviews which is a flagship part of our book is your most powerfully positioned to serve the person you once were part of why we say that is if every time I'm serving the person I once was I know how to talk to that person because I used to be them so that's part of why we say that so what what is your problem now here is the here's the shortcut on this one people when you talk about naming the problem people get they get all weird like the creator's struggle with like what how do I do that exactly and so sometimes instead we'll say name the name the pain because pain is a little more tactical in terms of how you articulate it okay so here's how you create pain for somebody this isn't pain we're inflicting upon them this is pain that they resonate with that they're already experiencing in in their own life you ready for this is so simple okay all I have to do is describe a day in their life as it exists right now due to them being in the absence of my solution right so let's the we'll use the bestselling author example right I'll say you ever have you ever thought about what it would be like to be a New York Times bestselling author right there's the dream there's a dream and I go yet most authors tell me they have no clear plan for how to market their book they feel like they've written the book that is the best book in the world on the subject and nobody pays attention they've wasted money on PR and social media and none of it has moved the needle they can't get the attention of major media channels they can't get on big podcasts they don't get on big stages and so they feel like the world's best kept secret okay so to my avatar yes they're gonna they're gonna hear that and go oh my gosh he's inside my head that's how I feel that's how I feel how do I know that because that was me right before I was a two-time New York Times bestselling author I wasn't one right and I had that dream and I had that frustration trying to get literary agent to pay attention try to get media hearing a bunch of you know random advice from a bunch of people who had never done it throwing money at stuff no shortage of agencies that would take my money and couldn't deliver result all I'm doing is describing a day in their life as it exists right now due to the absence of my solution being there so you just have to ask yourself what are the frustrating parts of their life right so we do the same thing for YouTube you know make millions with YouTube you started your YouTube channel because you wanted to make millions and impact lots of people and yet every day you post and it's like crickets nobody pays attention you've been posting consistently subscribers aren't going up you're frustrated you've hired different people they burn out you don't know how to train the right editors you don't know what camera to use you you you start you get frustrated with how much time I'm spending on this and the money right all I have to do so that's why it's like part of the clients who hire us is the going like they figured out we can sell anything to anyone why it's just this seven step framework that we're talking through I can literally transpose this yeah on any product I could sell health care I could sell private jets I could sell battleships I could sell courses I can sell anything if I understand this psychology we're talking about if you were trying to sell a grill you could say do you just have a dream of throwing the ultimate party for your family the stakes are perfect the burgers are delicious but you're frustrated because last time you overcook the stakes and last time and you described the pain so and I and here's another tip so as you do that anytime you can use adjectives that are emotions bonus points you were embarrassed that you overcooked the stakes yeah right yes pain so how do I know that because I've been there yeah most powerfully positioned to serve the person you once were right so I want to talk about how I felt living in the suck of what was messed up notice okay if you're watching this video if you if you've if you've never seen me train on this topic before there's somebody watching this video right now that's going damn this is compelling yeah because because you're going it is that simple a vision and a dream and an immediate pain and go I don't have to sell anything for the right person if I can describe the destination and the starting point they're going to assume I have the vehicle to get them from one place to other and they're sold yes and you know they're most they're the mostly sold they're on the way to being sold and I love that power up of thinking about the emotions the adjectives getting there you can think about describing the five senses what did you feel what did you sense what is what is the emotions there and I believe there's a quote you probably know it that you know the person that's going to win the sale is the person who can describe the problem better than the prospect or who can describe the problem better than anybody else because what people are asking is do you understand me well yeah and it it it when you describe it they put themselves in the story and they were like that's me that's me that's that that's me which also makes you an expert right think about when you go to the doctor what's the number one thing we when we go to the doctor the first thing we want to know before we want to know what the cure is we want the diagnosis doc what what do I got what what are we talking about here so the expertise of the doctor is directly proportionate to the doctor's ability to diagnose the problem and to go you have this problem how do I know you have this problem you have all of these symptoms right so all I'm describing here in stage two is the symptoms it's good okay so a clear desired future number one number two the real problem is named number three a belief shift occurs you're going to establish a premise and a perspective what's happening here I can't believe I'm going to give this away for free on on a YouTube channel hey really quick if this conversation with Rory Vaden and I is resonating with you then I think you'll love his book wealthy and well known and the cool thing is he's giving away the audio book for free the book actually just hit the New York Times best sellers list and I can see why I've read a lot of books on the topic but Rory has really put together the most updated modern guide on how to monetize and build a personal brand and turn your reputation into revenue especially if you're a business owner consultant speaker or really anybody that wants to figure out how to make money building your presence online and building a personal brand so if you want to grab the audio book for free just go to freebrandtraining.com/think or you can click the link in the description to download it instantly and start listening while you're doing chores doing errands or whatever you're up to when you're on the go all right let's dive back into the conversation there's a big difference between teaching and selling okay we teach for the purpose of providing transformation when we're selling we're communicating for the purpose of creating a transaction when I'm teaching I tell people what to do when you're selling you have to tell people what to believe if you can get them to believe the right thing then they will engage and take a certain behavior now this is very delicate this is why we only at brand builders group we curate our community strictly to mission driven messengers there's a whole bunch of services we don't because we don't teach this stuff to anybody like we just to anybody people you wouldn't work with because what they're selling what they're doing they're taking advantage of people we don't believe we don't believe in their cause right it goes against like our stuff like I mean we straight up they're we straight up do not allow certain people to be in our program because this stuff is so powerful it really it really works okay so you have to this is sort of like handing somebody a weapon yeah and going you can use it for good you can also use it for evil it works either way okay so anyways that said when you tell people what to believe much of leadership much of parenting much of mentorship and changing somebody's life is teaching them what to believe we don't actually have to teach people what to do we all know how to lose weight okay people know what to do the problem is they have some remaining belief right like I you know for a while I used to drink a lot and and I struggled to stop drinking because I was like oh but I love drinking it's so this is it's when I have the most fun and I party and everyone thinks I'm the cool guy and so that became my belief I realized that in order to stop drinking I couldn't just tell myself what to do stop drinking I had to attack the underlying belief the underlying belief was drinking is fun drinking makes me funny drinking is cool drinking reduces my stress so what did I have to do I had to rewrite a new set of beliefs for myself so the the set of beliefs that I wrote for myself I did a whole episode on this about the the seven reasons I stopped drinking was I said alcohol is poisoned to my body alcohol increases the chance of me making a poor decision alcohol causes me to increase my caloric intake alcohol is a waste of my money alcohol reduces my lifespan alcohol increases the chances I'll do something embarrassing to my family right now notice how I have a new belief system and you stacked beliefs I'm stacking beliefs and as a result I no longer am attracted to alcohol and so I stopped drinking nine years ago and I I literally do not miss it it's the difference between willpower going I want a drink I really want some alcohol but I'm not going to allow myself to do it that doesn't work under rewriting the beliefs is what works if you want to change someone's permanent changes in our actions require permanent changes in our thinking by the way that's a direct quote from my first book Take the Stairs which has been out for over a decade now so that's what we're talking about here the same is true in selling okay so part of what I have to ask them what part of what I have to ask myself as I'm structuring my sales video is what what would somebody have to believe in order to buy this thing and yet what is the thing they probably believe now which is the thing that's preventing them from buying the thing so by the way we we actually built a bot that does this for people it writes all it writes the script of exactly what to do but you could you could do it yourself manually through those steps and so you but you kind of reverse your way there to go what would they have to believe in order to buy what do they believe now okay in a conversation again I can ask you you know what do you think about this why do you think you're struggling with that and all I have to say is why do you think like what's your assessment they'll tell me their belief but in a one to many environment webinar VSL YouTube video whatever we don't have that conversation so I have to again speculate and hypothesize my best answer to that question about what do they believe so what's the best way to present that the best way to present that is through my own personal backstory and this is why we say again your most powerfully positioned to serve the person you once worked so how do I get a stranger that I've never met and I have no relationship to rewrite their beliefs here's what you don't do I don't say your beliefs are wrong you should believe this instead what I do as I say do you have a dream of being bestselling author is this what you're dealing with I used to be just like you I remember the first day I walked into an airport bookstore and dreamed about what would it take to have my book on the shelf and how do you get that New York Times bestselling sticker on there and I actually thought you must have to be famous you must have to get on TV or you must have to have a top literary agent or you must need a big fancy publisher or you must have to spend hundreds of thousands of dollars on publicity I had these five beliefs I had these five beliefs and then what happened was I discovered something that changed everything most authors think becoming a bestseller is a matter of exposure but actually it's a matter of strategy and that one belief changed everything and what I figured out is a system of incentives that I could put together to get my own audience my own friends and family to actually buy my book and share my book to where I wasn't dependent on any outside person waving their magic wand saying you're good enough or you're famous enough or you're smart enough I could activate my own network to promote it right so now I've got my old belief and my new and my new beliefs which they are in the story if they're if they're here with me they're putting themselves in the story and so what's happening is for some of them they see themselves in that story and they go huh I currently believe that the way to sell a lot of books is through publicity and social media and big publishers and I must be famous and have millions of followers and yet he doesn't have millions of followers and he's not famous and he's not a celebrity and he didn't have a publicist and he hit the New York Times twice and has done it for 23 other people huh so now of a sudden their beliefs my beliefs can become their beliefs for some of them so you one of the main things you guys do is help people succeed with their books but brand builders also helps people build a personal brand what is that story like and the shift because a lot of people listening to this not only do they want to know the psychology of YouTube videos that make money but they're wanting to grow their YouTube channels and they're wanting to build their online presence and build their platform and there are limiting beliefs like well I can't make big money if I have a small channel well that's not true or it's too crowded how could I start a personal brand from scratch right now so I'm just kind of curious and how you what we do a brand builder's group yeah because becoming a best something author is one thing we teach right YouTube would be one thing we don't really teach that we farm that out do you like we recommend you guys for that but you know we teach people how to how to become a world renowned keynote speaker and speak on the biggest stage as we teach people how to sell high dollar offers we teach people how to fill their events we teach people how to do a lot of marketing automation and pipelines and like you know there's a lot of everythings we teach and each one of those could you know this could be transposed across if you have the big personal brand conversation you go what's what's the limiting beliefs they have the limiting beliefs they have is usually I'm too late right I'm you know somebody else has already done this right well you know there's already a Tony Robbins or a Mel Robbins or a Gary Rainer Chuck why would anyone listen to me I don't have enough credibility I don't like technology I don't have a large team here's one of the sneaky the sneakiest underlying beliefs for our perfect customer is they say I don't want to be vain I don't want to build I want to change the world but I don't want to be famous and I don't want it to look like all I care about is being famous I don't want to just take selfies exactly so we teach them that go I know being a mission driven messenger is nothing about has nothing to do with you it only has to do with the audience you serve all of the things we do it's not about making you rich and famous it's about you creating a world changing impact right and if you look at our you look at our clients John Maxwell Cody Sanchez Ed Mylett Lewis Howes Amy Porter Field Trent Shelton what you know these are not people who are motivated by money yeah like like John Maxwell had so much money so long ago like it's impact so for our audience to attract our avatar they're the same as me I'm not motivated by money I'm motivated by impact and I enjoy the challenge of trying to like problem solve all of this kind of stuff yeah but that's their their limiting belief is oh building they equate building a personal brand with it has to be all about me yeah and so we have to teach them to go no you only feel fear you you you never feel fear when the mission to serve is clear you're most powerfully positioned to serve the person that you once were your personal brand is not self-centered it's service-centered right and so our wealthy and well-known book rewrites all of those beliefs to help them go oh there's a way to be huge in this industry without being like look at my private jet and look at my Lambo yeah and I don't necessarily against those things I'm just saying our our avatar is like turned off by that but they also respect those people because of the reach they have and because of the money they make yeah but they're just not that person and that's why like so so anyways yeah I love what you stand for and actually a lot of people don't realize how many people in our community that have been helped by brand builders group and we've mentioned a couple times you do have a chance to really get a free conversation with your team yeah at freebrandcall.com/think yes way to get to that page and what happens on that though what what are you know do you go into so so freebrandcall.com/link if you go there right you request a call if our salespeople are doing their job our strategists what they're going to do is they're going to try to understand your dream not just to sell you because remember what I said earlier the goal isn't a sale the goal is the right decision for the prospect yeah sometimes the right decision for them is no our strategists are trained to go these are the right people for us and the wrong people for us we don't try to sell to everybody we try to find a match right this is more like a dating service yes not oh are you are you the right you know can we convince everybody that we're the right person it's like no we're looking for like the chemistry fit um but anyways we'll go tell me about your dream tell me what your vision is tell me where you are where you struggling and then we will tell you if we've helped other people like you and instead of my own personal backstory they'll be like oh we have worked with you here's an example right of the process you know that we take people through which is the next the next step yeah is going if you request a call with our team one of the things we do is we give people the entire process for free on the first call yeah we go if you work with us all of these clients we've worked with here's the master framework here's the steps that we take them through one by one by one by one and that's the next that's the next step is you over overview the process and that's such a cool way to do it because then you're adding value you're furthering your company's mission you're adding you're lifting everybody and then there are many people who end up wanting to work with you because you're going to help them go faster about a third that's that's interesting and I know two thirds of the people won't buy and that's fine and and we uh I know we have to hit these other steps but in one of our other conversations you you shared on uh sexy offers yeah which uh if I can remember the framework but it was s e x i yes and so and what does that sand for yeah so sexy is how to create incentives that cause people to take action yeah it's an acronym s e x i so s is speed yep any any any incentive you can give people to help someone succeed faster yep e is for execution so any incentive you can give them that does the work for the do stuff for you templates toolkits right like like one of the huge things we've got going on as we have built 40 bots that take our curriculum to where our clients don't even have to understand our curriculum I mentioned this earlier right yeah is going all you have to do is tell us what you're trying to do and the bot will write the whole script yeah right like it'll write the sales script it'll write your copy it'll do your know your you know video like short form video scripts and stuff it'll just do it for you that's execution uh the x and sexy is exposure people will pay for exposure so we started doing an event we have uh we do 48 events a year 16 in person events uh for our members and two of those 16 are what we call the speaker showcase and so we teach people the art of speaking the business of speaking both on camera and on stages well we do an event twice a year where only our members speak like a TED talk yeah and they get to speak to everybody else and people they go nuts to try to get it and it's a very coveted spot because our audience has a bunch of influencers so it's like you get known really fast in front of all these people right so that's exposure and then um uh the eye is intimacy so people anything that gives them up close and personal access uh to you yeah uh so those are and so and the reason I bring that up is because when you talk about you're often not being right for everybody um is some people they might not be ready their business not ready but then a lot of individuals are like if you can give me the result faster and you're going to help be done for you and you're going to give me these tools for speed plus you're giving me exposure plus I've got intimacy that just sounds perfect and sales is not hard in that case because they offer so good exactly and sales shouldn't be hard sales shouldn't be scary sales shouldn't feel like you're taking advantage of somebody else sales should never be a win loss environment it should never be one of us wins and one of us loses it should only and always be you as the prospect wins and my job is to help you figure out if a win means we're doing something together or a win is you're better off going somewhere else yes if you're doing sales in any other way you're doing it wrong strong okay so if you're interested in that you can go to freebrandcall.com/think to check that out and you'll get a breakdown of the whole process which brings us to step number four because number one a clear desired future number two a real problem is named number three a belief shift occurs number four a clear path is presented and again we're going through all seven of these steps this is all sequential all of these elements will be included in a smart youtube video video video sales letter it could be a written out long form copy on a sales page or an email but you have these elements and so breakdown number four a little bit yeah so so this is your framework right we call this your your your your your like your flagship framework it's one of the things that we do is we help people create visuals that articulate their own unique way of doing things so unique intellectual property and and so we tell clients our prospects we tell prospects exactly what they could expect if they were to work with us right it's like we're gonna walk you we're gonna walk you through we're gonna walk you through the steps yeah first step we do this and then second we do this and as a result of that we go here and you're showing them a whole map yep and you're giving them away the map for free in the case uh they jump on the phone whatever but you're telling them what to do here you're not really telling them how to do it like there's not time it's like it takes it takes a couple years to learn everything that we've got in you know the the system but you're telling them exactly these are the steps you know and even if you didn't work with us you could take those same steps on your own and you would end up in the same place if you did it effectively totally and so you could go through that process at an process at an accelerated speed but for the listener now you're asking because if if your videos aren't making money if your videos aren't generating sales your there's still a cognitive dissonance they're like you know where I want to go and you've shifted my beliefs and bring this all the way down maybe you could freestyle on this if you had a belief shift that the reason you've been overcooking your meat and you're embarrassed at a party is because you you lacked this element of a grill or you lacked this and with the process even just be it's kind of maybe describing your product in this case the reason this is different is we use this type of heating and the smoke comes in this way and the whole process says and we walk you through we have a timer for you and an app that actually that's you can't even make mistakes because of our process that could be your your product if you were selling a physical product that's exactly what you would do and if you're selling a service it's like these are the stages that we take you we take you through this is our system this is the way we go through it totally okay and so then that's step four and then step number five is proof creates identity alignment so at this point now you're calling out proof and also the person what does that mean okay so proof is going here's other people that have done this yeah right so so it's it's going it's sharing the customer testimonials of of not only did I follow this process right because that was like kind of like the third area was like I used to be like you here's what I've learned here's what and then and then here's what we've done and then the proof is here's other people who've been able who who wanted what you want felt like you feel now followed the same process and then here's what happened for them right so a lot of sales reluctance or sales resistance for people is they they want they're trying to answer the question will this work for me right and so now they go okay that works for you but I'm not you so I'm not I'm still you know I'm I'm interested in what you're doing like I'm with you but I still like the number one reason why people don't buy something is not because your product sucks it's because they don't believe in themselves like they don't actually believe they could pull it off even if they had the world's best coach and even if they have the world best system so it's like you got to attack those underlying beliefs but if you go well look at all of these people and then you go what's special about them nothing they all came through the same process right think about how we've even on this video right I mean we're using we're really doing the author thing as an example but ago we've had a hundred clients become national best selling authors 23 I'm using the names of of some of the people that we've we've worked with to go like that is proof right your own story is proof and again your most powerful position to serve the person you once were because it's like look at where I am now but then the real compelling proof is not what have you done for yourself it's who else have you been able to take with you who else has gone on that journey so I go here's other people who have been able to follow this because people don't want to be the guinea pig and they don't want to risk their money they want to feel like if I'm giving you the money like this isn't theory like you got you got this you got this dialed in okay so before we move on though let's speak to individuals that are listening like wait but I feel stuck at this place because I'm early in my journey great maybe my products knew my services so glad you brought this up new creator and I do want to build my income and generate sales how do you close the gap before you have testimonials oh I'm so glad you asked this because there's definitely all those people have that exact limiting belief all right what do you do for your first day I got no I got no customers yeah all right so two things oh my gosh can't believe we're giving this away for free there's two ways to establish credibility names and numbers there's a big difference between I hope that a lot of people become bestselling author versus I just yesterday we had our 23rd client we come on New York Times bestselling author yeah last couple years that concrete number a specific number yeah now you go well I haven't done that I'm brand new you go okay how many years have you been studying your subject how many books have you read on it how many how many patients have you worked with how much research have you done what other data points can you cite it it almost frankly doesn't matter which is why your heart has to be in the right place numbers create credibility give me numbers okay even just how many hours you spent studying the thing you a good product to sell if you were just starting is I've invested over a hundred hours in the research curation and crafting of this for you and now you can get it instantaneously right and what the number you and the more concrete it is the more that it's like and it's a four step formula it's a seven step process yeah right numbers take the obscure in the abstract and and they it codifies it which makes it we it increases our confidence so names and numbers now here's the thing when you're just starting out hot take here this is controversial this is different from what the internet tells you let me tell you that stupid thing the internet tells you yeah the stupid thing the internet tells you is charge whatever your worth charge what you can get girl double that price you just you just you just charge what you're worth and I say do it for free I know a lot of people who charge what they're worth and they never actually get that and then they run out and they're gone they're gone in six months yeah the truth is I don't think you should be selling crap until you've done it for free for somebody else first and that goes for anything good first step we tell speakers don't you dare charge for your first speech I didn't get paid to speak until my 304th presentation I did 300 presentate 304 presentations for free you speak for free you have a new coaching program don't you dare go try to sell that thing before you've given it away for free why because you need to prove that it works and in the beginning what you need more than money and customers or what you need more than money as customers what you need more than money is testimonials and what you need more than money is confidence that your own crap actually works so in the beginning give it away for free by the way this lines up even though it doesn't line up with the internet today it does line up with the laws of of economics and supply and demand when you're starting out you have a lot of supply and the demand is zero and the laws of economics say when supply is high and demand is low price should be low I'm telling you the fastest path to millions is not to charge what you're worth it's to over deliver and do that again and again and again and build momentum and build customers and build testimonials oh and guess what else happens referrals referrals the fastest path the cash is referrals but you can get referrals from people who didn't pay you anything or charge them a dollar and now you have a legit paying customer and then you do price increases which is what people do they're a legitimate paying customer they paid they paid me something that's super powerful when I was creating a video rink of the academy which is now on its its updated version powered by AI a whole team behind it the first time I did it I figured out my framework my seven step framework I didn't have a fancy graphic yet I had it written down but I had codified it and before I ever packaged even the first version which was good enough to sell publicly I think there's something about they say like just put something out there for sure but like minimum viable product yeah but before I did that I started to DM individuals specifically at the time on Facebook and offer to say hey can I help you grow your YouTube channel I would like to go through my process with you would you be open for me to work for you for free and if it works and if you like it would you give me a testimonial as a result there it is I think I just asked five people three said yes I got three testimonials I had three testimonials on the first webinar that I ever sold our program video ranking academy and you build momentum and you build confidence in yourself and you build confidence in your process and confidence in your system and that's how you and you get you get referrals that's how you do it you don't go out there and charge what you're worth when you're starting that's stupid stupid stupid advice okay so we just hit number five which is proof creates identity alignment number six is risk and objections are neutralized so that we're preventing and pre-answering things at this stage yeah we're pre- exactly you're you're preventing stuff you're pre-answering so what you want to do there is you want to ask yourself what is what is the remaining belief or the remaining excuse or the remaining question for why they wouldn't do it and you want to address that and one of the best ways to do this in a one in a non in a in a monologue this is what we should have been saying in a monologue instead of a dialogue in a monologue environment is to talk about how incredibly difficult it was for you to figure this out on your own and tell me all of the crazy amounts of time you spent and all of the money that you wasted and all of the things that you did wrong and basically what it comes down to is when people are going to buy it comes down to time and money so what I want to do is I want to show them how I invested all of this time and that because I invested that time it's going to save them from having to spend that same time because the answer to to buying anything is you could you can figure out anything on your own you could figure out how to become a best selling author on your own it's going to take you 20 years of focusing on nothing other than that for you to get at the level that we can get you at in two days right so it's like what do you want to do do you want to spend the 20 years or do you want to spend two days and have a temporary a little bit less of money in your account and then we're going to show you how to turn that into more money right so if I can make that parallel of the time it's like oh yeah I don't want to spend 20 years I'd rather do it in two days great and then you go what about the money you go well would you rather have this much money in your account or what if I could show you how to take that much money and turn it into a future amount so what I have to do is I have to articulate the journey I here's what this is all about articulate ROI for them don't leave it up to them to calculate the ROI you do the thinking for them of ROI so great examples with speaking right so here's a good example this this will this will blow freak some people out but but I get a handful of clients every year that pay over a hundred thousand dollars to spend a couple two days with me one on one got it okay now I grew up raised by a single mom in a trailer park that is a lot of freaking money even today to me that's a lot of money yeah so for some people they see that they go holy I they cannot get their mind wrapped around how someone could spend that amount of money to be to sit with somebody for two days okay but the reason why people invest that much to sit with me is to go if I can teach you how to get 30 thousand dollar speeches you only need four speeches to break even yeah what I'm going to teach you is not only going to help you get four speeches it's going to help you get you could get 20 to 30 to 50 speeches a year for the next 20 years of your life it's gonna benefit the rest of your life so I'm demonstrating that ROI I go okay you know fortunately most of what we teach people can access in other ways than sitting with me just one on one so it's a lot more affordable yeah for sure we have stuff at every level for people just starting out but but the same thing is to go if I can teach you how to build a coaching company that generates eight figures a year which we've done twice and go that's not eight figures once that's gonna want if I can show you how to get there and you do that every year that's eight figures a year for multiple years maybe a couple decades you're talking about hundreds of millions of dollars so all of pricing all of pricing is about context there is no such thing as expensive or inexpensive there is only such a thing as relative if I give you a price without a context it's typically going to feel expensive if I say what does it cost to spend two days with Rory $143,000 I think is what the fee schedule is right now and you go $143,000 are you effing crazy like you gotta be out yeah who is who is who is dropping a 143 grand to sit with some Joker for two days who's not even famous right like you go why would because I go if I can articulate and I have the proof and the track record to show look I get north of $50,000 this beach many of my clients get north of $50,000 this beach I have gotten six figure book advances many of my clients get multi six figure and even seven figure book advances if many of our clients have built multi seven figure and eight figure coaching companies it's like you actually don't care how long it takes you would pay more to learn how to do it in less time yeah right so a hundred and fifty thousand dollars is a lot of money with no context but in the context of millions of dollars of speaking fees or millions of dollars of book advances or millions of dollars of coaching businesses or millions of dollars of leads coming into your law practice or your health practice or you work with a lot of also we work with a lot with a lot of professional service people doctors lawyers accountants that's also another group as you go oh yeah that's not so much yep that's not so much it's all about context so that's what you have to do is you have to articulate the ROI for them you have to help them understand you don't just give them a number I'm not afraid of delivering the price I just don't I never deliver the price before I deliver the context if you deliver the price without any context it's always expensive I could tell you it was a hundred dollars to spend two days with me and you'd be like hundred bucks I don't have a hundred bucks yeah well would I you know or keep my money to myself why would I I have to articulate the ROI articulate the context so your price should be relative to the context of the value of the payoff you can provide and and it's also based on supply and demand I couldn't charge that much if I didn't have people willing to pay that much sure and I didn't charge that much your price has been raised supply and demand of your time of the size of your influence and of your brand of how many slots you have per year and the opportunity cost of me spending two days on your business versus two days on mine totally so the bigger my business gets the higher my price goes not because I'm changing anything about what I would tell you and not necessarily because it has any difference in value to you but because my pulling my time away from how much money I make in my business right is that expensive that's why it's that's why when you hear people will spend it people pay a million dollars to have lunch with Warren Buffett they're like how can you justify that well one he's gonna teach you how to do things that billionaires do yeah and two an hour of his time not doing the things he knows how to do to make billions of dollars the opportunity cost for him is very high yeah and supply and demand so it's all of those things but all of that is context it's understanding there's a price and then there's the world around that number and you have to articulate that as a part of a financial decision being being being made genius okay so we're heading all seven things that must happen we're gonna hit the seventh thing but these are the seven things that must happen before a video makes money and obviously there's a lot more depth we could go on here because what this would translate into is the essential talking points or the actual scripted out video that very methodically and strategically includes all these elements and they all stack yes before we hit the last one like what happens if some of these are missing like what's the downside does the thing break if you miss a piece you're like I have I'm doing this stuff oh that's why my sales video isn't working or that's why my offer is not converting or that's why sales are flat or that's why I'm not getting any leads or calls yeah so think of it as a seven piece puzzle right what's better a puzzle that is perfectly complete with all seven pieces or one with three pieces missing now it's even if it's three pieces missing it's still a picture right it's a it's a it's a it's a better picture than when there were no pieces sure right so it the answer is it's a gradient okay and this all of sales is a gradient by the way that's why they call it the law of averages it's not the theory of averages it's the law of averages the number one rule of selling always that the number one rule of sales that supersedes all of the rules sales is a numbers game there is a percentage of people who will buy just because you asked you cannot screw it up you could be the worst salesperson ever and they will buy it's not the theory of averages it's the law of averages why because them saying yes has more to do with them than with you right yeah so just because they're so desperate to be a best-selling author become a speaker and I'm I have a pulse and I go I help speakers and authors they go I'll buy from you I don't even care right like so if you just take ten let's say you got ten opportunities right you know roughly one out of ten people are gonna buy from you because you have a pulse if they're qualified prospect and they need what you do you know they're they're they're gonna buy from you and so you're that's not something to clap over it's cool but that's that's happening if you don't get this right so the gradient is then how do you make it two out of ten three out of ten four out of ten yeah and by the way two out of ten are gonna hate you okay so the opposite it just because they hate you no matter what you do doesn't matter if you're the smoothest salesperson the highest pressure salesperson the lowest pressure salesperson they're just gonna hate you because they hate their matter matter what because it has more to do with them than it does with you they just happen to be having a bad day the day that you showed up right so you got to understand the extremes here it's like you're gonna get a few of these right that's where the saying's like the sun signs on the dogs behind every day like you know every once in a while no matter what that's true also people are gonna hate you why just because they hate you so you can't spend time worrying about those what we're talking about here is the seven people that could fall on either side of the fence and the more of these things that you do right it's it's like it's like we're playing the odds everything we do at brand builders group everything we do is playing the odds right we we're not cheating we can't guarantee stuff but it's kind of like we're counting cards right so we're not stacking the deck but we're kind of counting cards and we're looking at data that's why we're so big on data because we go yeah you know what if if if I've seen four aces go by there's probably a good chance that there's not an ace coming yep right and and so that's where the seven is which is where all the art all the art in the science is all in like you know converting converting the seven that makes sense okay so we are gonna hit this final point but it was number one a clear desired future you got to articulate that number two the real problem is named number three a belief shift occurs number four a clear path is presented number five proof creates identity alignment number six risk and objections are neutralized and then number seven if you want number seven go to free brand call dot com forward slash think uh. now I'm just kidding we'll talk about number seven but and so number seven a clear moment of action is invited so a clear call to action which speaks to a poll and promotion yeah the promotion a call to action but but the thing that I want to really highlight here is is uh something that we actually call the poll and it's easy if you're watching a training like this right or you're going through one of our trainings right we we we work really hard to make things a science and and to have frameworks and structure and data and processes like we work really hard to codify things that would otherwise be nebulous for the purpose of helping people understand at the end of the day human communication is an art not a science and sales is an art it's it's a science and it's an art but we don't ever want the science to get in the way of the art and if you think about sales and people have such an adverse response to being a salesperson right of like oh my gosh like you know I'm I do not want to be the use car salesman I do not want to be pushy I do you do not want to be door to door I never want to be those things and by the way I don't want to be those things either but the poll is about telling a friend about something that's awesome right so we don't think of it as sales when we see an awesome movie and we're like oh my gosh Sean have you ever seen the greatest showman have you seen that movie the greatest showman with you Jack I've actually not seen I've only heard the sound you've never seen the greatest showman you need to sell me dude I'm not even kidding you need to watch it tonight yes it is so funny so inspiring such a good message acting dancing singing inspiration like you have to watch it tonight there's there's you know no violence no sex raunchiness I'm for some now I'm anti-selling for some people but but like it is like one of the best clean movies ever made you're selling I'm selling you yeah I'm like but you're a friend it's a it's not a weird yeah yeah go spend your money and buy a ticket to the theater tonight yeah I went to will AJ and I you know last night you came and I was like hey I'm AJ and I went to see this con this show called six unbelievable spectacular so good yeah right the other thing is you come to Nashville and you know you didn't ask but if you did I'd be like you know you need to go eat at bastion or you need to go eat at cat bird seat like these these experiences are like you know blow your mind once in a lifetime you know culinary experiences that we have in Nashville that I love I'm freaking selling you that makes sense beat why because you're my friend and I want you to know like I've been to a thousand crappy restaurants in Nashville yeah these two will blow your freaking mind so never forget that in the sales presentation somewhere you need to get out of whatever salesy marketing youtube creator mode you're in and you need to talk to the camera and you need to go we started brand builders group to help mission driven messengers I know what it feels like to be the world's best kept secret I know what it feels like to dedicate your life to studying things that you know can help people and then you look around the world and all you see is a bunch of marketers who are making more money than you and they're they're half not even half as qualified as you and we started this to help people who care about making a difference in the world to teach them how to compete with those people so that they could make money yes but so that they could make more impact we are a community of mission driven messengers you will never find a family that loves you more than we do you won't find a company who cares more about your success than we do so go to free brand call.com/think and request a call with our team I know what it's like to be you if you have if you're in that place we can change your life if not we're not the right people go do something else it's the heart felt honest you know sales is a transference of emotion sales is a transference of conviction don't fake it yeah don't try to fake it if you have to fake it you're selling the wrong crap yeah but if you're if you're selling what you believe in tell me why you believe in it tell me why I should do it tell me if you're still watching this video by this point if you've watched through all these other steps right if you read my whole book we we gave away our whole audiobook for free on on another episode together yeah and if you get to the end and you go man this is awesome and I'm like yeah let's go to the next level tell them why they should do it don't sissy out and be like well I kind of have this thing that maybe is you should look at and you know it could be good and I don't yeah I have two huge takeaways one that baby people back off like you just described but also it would be a mistake to just say and then make sure you give a call to action that's always said and then give the call to action make sure you share the URL tell them what to do next by the way you just described it that's a whole different level yeah that's why we don't call it a call to action we call it the pull yeah we call it it's an invitation it's a heartfelt there is no script for it we script out everything else at this part in the script like if you use our bot yeah this part when it gets down to the script it says give an honest heart felt emotional appeal for why they should join your program and you just go dude talk to them like you're you're they're your friend yeah and and and and what would you do if your friend didn't watch the greatest showman what would you do if your friend didn't go to bastion would you be like you're freaking loser Sean I hate you F you I don't need you yeah no you'd be like dude you're missing out but you know whatever do your thing and I wonder what you think about this the other thing you would do is you would follow up before it's the fortune is in the follow up because you might be bro I told you last time that you need to see that movie how I haven't watched it yet because again if you care and you realize I meant to but I forgot and then you're missing out bro you're missing out and so in sometimes when it comes to sales that's why we'd be repeating our messages on YouTube or an email or following up and marketing because even somebody that might have been the right person might need multiple exposures and reminders because they're busy because they're like not because they hate you now some of them hate you but they're gonna hate you and they're gonna let you know that they hate you right yeah but with your friends you're like you're like dude like why are you not doing like why are you not doing this thing I remember that I had a friend her name was Sue and she was a CEO of a really big healthcare company and I had been speaking for like seven years and somehow we were talking about traveling and like travel is the worst and she's like why don't you just go to the lounge and I'm like what lounge and she's like why don't you just go to the lounge I'm like well that costs money and she's like they give it to you for free and I'm like no they don't and then she's like yeah don't you fly enough and I'm like well every time I fly I'm on a different airline she stopped me and she said you fly different airlines every time she was like don't ever do that again fly the same air like starting today yeah fly the same airline every time I now have millions of miles of points and we our family goes on free vacations and we get the club and they pick us up on delta okay they pick us up in a Porsche when we land okay we like they come on the tarmac in a Porsche and pick us up because we've like sue saved your life saved me saved me yeah right and it's like delta should should should write a check to sue for all the money that they've made because she was like dude and I but she she literally like sat me down like was like what are you doing it caused a nervous system response for her she was a gas yeah and that's what I that's what I want brand-builder scoop to be I want our clients when they meet a friend who's like oh I want to be a speaker an author coach I want them to go like no seriously like what are you doing like why are you not a part of brand-builder group same with YouTube right it's like if someone wants to go all in in YouTube I'm like are you like are you following Sean cannell and they're like wait this happened to me I sold someone yesterday I was like Sean cannell's coming over there like who's Sean cannell I'm like aren't you a youtuber they're like yeah I'm like you don't know who Sean cannell is like go look him up right now yeah like nervous system response yeah like what do you what do you like how do you not know this you have to feel that way about your own product and guess what if you don't feel that way about your own product you're selling the wrong crap it's good and or you haven't put enough people through it yet you just don't have the conviction yeah so you need to like lower your price and get more people through there it's good all right well this has been super thorough and so a couple things we actually have some really great resources for our listeners today and so first is you've heard a lot but if your interest is peaked and you would like to actually dive into a free call with Rory and his team then that's that free brand builders free brand call.com for slash think yes and we'll link that in the show notes and when you jump on there again eventually tell you more about how you can work with them but whether it's right or not you'll get the entire process the entire framework if you want to build a personal brand become a best-selling author and engage with them more also a couple really cool resources was some past episodes we did there is actually like a library but I think the two most powerful things you mentioned was one we did an episode on the five title tests yeah and not only did I get you to share something you have it share anywhere else on this podcast but that's one of those like hidden frameworks that you guys have yet we charge for like straight up that like just like this episode like we don't teach this because it's charged for it it's kind of buried in the thick media podcast library so you can check out a link in the show notes to that definitely whether you listen to audio or video save that to your watch later or listen to later or just go listen to it now take notes on the five title test and then we also have another episode you mentioned that crush over 100,000 views just on YouTube about the fact of how to make a lot of money with a small audience it actually reverses all kinds of beliefs you give away multiple frameworks in that video so that's two other episodes with Rory that will be linked up in the show notes Rory so grateful for you and thanks for being on the thick media podcast and thanks for all the impact you're making in the world. It's my pleasure brother thanks for having me