We sell language courses to people in
Lapia and uh do around a million revenue
and about a year ago we um that was
mostly through one-on-one private
lessons with our team and now for the
past year it's also digital products and
we've seen great success with those. And
my question actually and that's kind of
constrained but u um what's your um in
order to put out good stuff and quality
stuff what's your writing hygiene or
protocol like
>> where's Jay? There's Jay. Can you wave
Jay? So Jay's taking notes on this whole
thing. And so the next time we film,
he's going to be like, "All right, you
draw this circle thing. Can you talk
about that? Hey, you talked about uh the
best way to do an event on a funnel for
a webinar, and then you talked about the
best way to do an event for an inerson
thing." Um, and then before that, you
talked about whether international
should go to US, when it's the right
time or not to expand. Like that's how I
create my content. But also when it
comes back to your books and stuff like
when you go into your cave uh how much
of that is like rereading then putting
it aside like what's your best uh way
like that did you found about yourself?
>> Real real answer is that I actually try
and reason from ground zero how
something works. I start as though I
know nothing and then try and like what
are the only statements that I know for
sure are true and then I just try and
only reason up from first principles in
terms of like I know that if something
is fast it is better than it if it is
slow. I know that if it requires many
steps for someone to do versus few more
people want the few steps. If something
is very high risk versus low risk more
people want the low risk thing. And so
from thinking about like what other
components are there that would increase
the likelihood that someone makes a
purchasing decision, right? And so I
just think about it from that
perspective and then I just throw out
almost all the mythology associated with
it. Like most of the quote conclusions I
start with are like who here has said
emotional versus um logical buyers,
right? Everyone raised their hands. But
the thing is is like I heard that and I
used to parro it because other people
said it before me, but I never really
thought about it. And I was like well
how the [ __ ] do you know if someone's an
emotional or logical buyer? You just
know if they bought. Okay. Well, do they
know why they bought? No.
Like, why do you do anything? No one
knows. Like, how did they like if they
don't know why they did something, how
am I going to know, right? And so, I
just think, okay, well, I do know that
the more information someone consumes,
the more likely are there to make they
are to buy. Okay, so then it's actually
a continuum, not a binary. And we can
just move people along. Okay, that makes
sense. That also syncs with how branding
works. Okay, and then that kind of
leveling up from there. And so what I'll
start with is all of my like anecdotal
findings of all the things that I've
learned that like tend to work and then
I try and find through lines that unify
them into principles that apply across
time. And so for me I retroactively test
stuff to make sure that it's true.
That's why the leads book was so hard
because media changes so much. Leads was
by far the hardest book I've ever
written. It was unbelievable. It was
impossible.
>> Okay,
>> that's it was 19 drafts. It was
horrendous. I will never do it. So you
would be coming back to these and
criticizing yourself again and again.
>> I want to break it. How can I break this
model?
>> Like every time it's like, okay, anyone.
So you saw the Logan Paul thing, right?
And so he's like, okay, discipline is
action or not action? And I was like,
okay, well, I mean, does it take
discipline to have sex with somebody you
like? No. Okay, well then that's an
action. So how is that that's not
discipline? Okay, so I used your
definition and found something that's
clearly not discipline. So that breaks
the definition. And so in thinking about
it from that perspective, I just think
like how can I create a definition
around something that doesn't break it?
What is influence? The likelihood
someone complies with the request, I
feel like it's pretty strong. Is there
something that's not that that's not
influence? I don't know. That feels
pretty good to me. And until I find
something that breaks that definition,
that'll be my working definition. And so
almost every one of the books I have
starts with what is this? What's an
offer? What's a money model? What are
leads? What is an engaged lead? What's
advertising? What is selling? And so I
start with what is this thing? And the
reason that I think the content that I
have disproportionately performs is that
I act as though I'm speaking to an
autist.
And so the idea is that an an autist can
only observe what they can see, right?
They're not going to um uh interpret uh
you know sarcasm or additional meaning
reading between the lines. They're
absolutists. They're objectivists. But
that also means that you can teach
everyone when you boil it down to only
things that are observable because
there's nothing you can question about
it. So if I'm a court reporter or if I'm
explaining this to an alien, I can't say
it kind of feels like it's like that's
not helpful. So I have to define things
in terms of things that are observable.
And when you do that, way more people
get it because everyone can agree on
what they can observe, not on what they
feel. And most of the stuff that's out
there in terms of education, especially
in the business space, I know you're in
the language space, but especially in
the business space,
>> um, does a lot of woowoo and mysticism
and mythology and superstition. Um, and
the reason for that is because it's so
quickly reinforced. And so, like, if I'm
a sales guy and I sneeze right before I
make an offer and then the person buys,
I'm going to be like, "Oh my god, I got
to sneeze every time." Right? Whenever
you have a fast reinforcement loop,
that's where superstition occurs. And so
like when you have a baseball player, he
steps up to the plate, they have their
little dance they do and they get ready
because right after that they hit the
ball, they don't hit the ball. So it's a
very fast uh feedback loop. If you're a
basketball player, they have their
whole, you know, thing they do before
they do their foul shots. And it's
because there's a fast feedback loop.
And so fast feedback loops means very
good for learning, but you don't always
learn the right thing. And so for me, I
have to think what things can I observe
to be true and then only talk about
those things. And then when I describe
sales in that way, it makes it cuts
through the [ __ ] And so if I write
a sales book, like anybody have the um
sales handbook? Has anyone read the
sales handbook? Who has their hand up?
It's good, right? Savage. I mean, it's
it's it's [ __ ] good. [laughter]
And that's just like the first 70 pages
if I read a full one. But part of what I
had to tackle in that book was um that I
hadn't tackled was tonality. So a lot of
people talk about tone. we know that
it's important but like what is it and I
used to hear my guys be like hey more
curious tone and I was like what is that
define curious tone so then I had to go
to what are the things you a human being
can do with their voice and so you can
go up go down you can go faster go
slower you can pause
right so it's like okay what are all the
things I can do with a voice then I
separated okay what are the things that
need to be constant and what are the
things that variable. And so it turns
out that for me I define tone as there's
three constants and there's two
variables. So the constants is that you
have to speak loud enough that someone
can hear you. You have to articulate
clearly enough they can understand you
and you have to speak slow enough that
they can understand you. So those are
things that are constant. If you speak
too fast, too quiet or you don't
articulate, you lose comprehension which
by extension you lose persuasion. The
only two things that change in a sale
are going to be how high or low you make
your voice and when you pause. And when
you make your voice high, it solicits a
response. When you pause, it solicits
attention. And so it would make sense
that the point in the sale where you
solicit the most attention and a
response is where you ask a question and
shut the [ __ ] up.
And so in thinking about that, I was
able to relook at even our own scripts
and say, "Okay, let's take all this
trash out and just say these three
things are constant. So you will always
talk this way." And you achieve those
things by knowing the script.
Great. And here's how you memorize a
script. Now you know that. So the only
two things that I have to have on this
script to get tone right is where you
stop talking and where you raise your
voice. That's it. That is how I
operationalize sales. And so to answer
the original question, how do I go about
making content? I act as if I know
nothing and act as if I cannot perceive
or understand anything that I cannot
define. And people will stop learning
the moment they get to a word they don't
get.
>> Okay?
>> And so I try to speak at a third grade
reading level or fifth grade reading
level or below and I run all my stuff
through that uh in order to do it. And
if I do have a word that's above, I
define it and I define it in those in
that way.
>> All right. Thank you.
>> Yeah.
>> [applause]