"I'm Broke, What Business Do I Start?"

Summary

Dieses Video bietet einen umfassenden Leitfaden für Menschen, die ihr erstes Online-Geschäft starten möchten. Es erklärt Schritt für Schritt, wie man ein Geschäft aufbaut, indem es das 'Three Ps' Framework verwendet: Schmerzpunkte, Beruf und Leidenschaft. Darüber hinaus wird gezeigt, wie man Zielkunden findet, wie man ihnen hilft und welche Botschaft gesendet wird, um die ersten fünf Kunden zu gewinnen. Zusätzlich wird ein zusätzlicher Bonus für fortgeschrittene und die nächsten Schritte nach dem Start des Geschäfts gegeben.

Takeaways

• 😀 Der Ersteller des Videos ist Co-Gründer von school.com und hilft Menschen dabei, ihr erstes Online-Geschäft zu starten.
• 🔑 Das Video präsentiert ein fünfstufiges Framework, um ein neues Business zu starten und die ersten fünf Kunden zu gewinnen.
• 🤔 Die drei Ps (Schmerz, Beruf, Leidenschaft) sind der Ausgangspunkt, um ein Geschäftsidee zu entwickeln.
• 👥 Der zweite Schritt besteht darin, die Zielgruppe zu identifizieren, in die man eintauchen und ein Verständnis dafür zu entwickeln.
• 📈 Der dritte Schritt beinhaltet die Verwendung von 'Wie'-Fragen, um das Angebot für die Kunden attraktiver zu machen und ihre Probleme zu identifizieren.
• 💡 Die Idee des 'besten schlechten Gedankens' wird eingeführt, um schnell zu einer ersten Version des Geschäftsmodells zu kommen.
• 🚀 Es wird betont, dass das Ausprobieren und Anpassen wichtiger ist als das Finden der 'perfekten' Geschäftsidee von Anfang an.
• 💼 Der Begriff 'Einzigartigkeitsmechanismus' wird eingeführt, um ein Geschäft von der Konkurrenz abzuheben.
• 📈 Die Vorteile des Angebots (wie einfach, schnell und sicher es ist) werden als positive Aspekte und die zu vermeidenden negativen Aspekte (wie langsam oder schwierig das Alternativen sind) hervorgestellt.
• 📞 Ein einfacher Ansatz zur Kundenakquise wird beschrieben: durch persönliche Ansprache und die Frage, ob sie jemanden kennen, der von dem Angebot profitieren könnte.

Q & A

Wie hilft der Sprecher anderen dabei, ihr erstes Online-Geschäft zu starten?

Der Sprecher hilft, indem er ein fünfstufiges Framework und zwei Boni teilt, das ihnen hilft, ihre Zielgruppe zu finden, wie sie diese bedienen und welche Botschaft sie senden müssen, um ihre ersten fünf Kunden zu gewinnen.

Was sind die drei Ps, auf die sich das Framework bezieht?

Die drei Ps sind Schmerz, Beruf und Leidenschaft. Diese drei Punkte sind die Basis, aus der die meisten Unternehmen entstehen.

Was bedeutet 'Schmerz' im Kontext des Frameworks?

'Schmerz' bezieht sich auf persönliche Herausforderungen oder Probleme, die man selbst durchlebt und überwinden musste.

Was versteht man unter 'Beruf' in diesem Zusammenhang?

'Beruf' bezieht sich auf die Tätigkeit, die man ausführt oder die man in der Vergangenheit ausgeübt hat, die man nun nutzen kann, um ein Geschäftsmodell zu entwickeln.

Warum sind Leidenschaften wichtig, wenn man ein Geschäftsmodell entwickelt?

Leidenschaften sind wichtig, weil sie ein natürliches Interesse und Enthusiasmus für ein Thema darstellen, was man nutzen kann, um ein Geschäft zu gründen, das diesem Interesse dient.

Wie wichtig ist es, bei der Auswahl des Geschäftsmodells die 'perfekte Wahl' zu treffen?

Es ist nicht notwendig, die perfekte Wahl sofort zu treffen. Stattdessen ist es wichtig, eine Entscheidung zu treffen und dann durch Feedback und Iterationen dieses Modell zu verbessern.

Was ist der Zweck des 'Wie' in der Geschäftsmodellentwicklung?

Das 'Wie' beschreibt, wie der Kunden ihr Leben durch das Produkt oder die Dienstleistung verbessert wird, wie schnell und einfach sie dies erreichen können und wie sie sich das ideale Szenario vorstellen.

Wie hilft der Sprecher dabei, das 'Wie' für ein Geschäft zu entwickeln?

Der Sprecher teilt eine Methode, die sich auf das positive Ergebnis ('gute Dinge'), die Vermeidung von Risiken und die Beschreibung von Zeit- und Anstrengungsersparnis konzentriert.

Was ist der 'Unique Mechanism' und wie kann er verwendet werden?

Der 'Unique Mechanism' ist ein spezifischer Prozess oder Ansatz, der ein Geschäft von anderen abhebt. Es ist ein spezifisches Merkmal oder eine Methode, die das Geschäft einzigartig macht und dem Kunden hilft, das Ergebnis zu erzielen.

Wie plant der Sprecher, die ersten fünf Kunden zu gewinnen?

Der Sprecher schlägt vor, kontinuierlich Menschen zu erreichen, die einem spezifischen Kundenprofil entsprechen, indem man ihnen hilft, das gute Ergebnis zu erreichen, ohne das schlechte zu erleben, und sie nach Empfehlungen fragt.

Outlines

00:00

🚀 Grundlegendes Business-Framework

Dieser Absatz stellt ein Business-Framework vor, das aus fünf Schritten besteht und zwei Bonuspunkte umfasst. Es hilft, ein Business zu starten, das erste Kunden zu gewinnen und wie man diese gewinnt. Der Sprecher ist Co-Gründer von school.com, einer Plattform, die Menschen hilft, ihr erstes Online-Business zu starten. Das Framework beginnt mit dem 'Was', also dem Geschäftsinhalt, und verwendet das 'Three Ps' Framework: Schmerz, Beruf und Leidenschaft. Schmerz bezieht sich auf persönliche Herausforderungen, Beruf auf die tägliche Arbeit oder vergangene Erfahrungen, und Leidenschaft auf die Interessen, die man im Freizeitbereich verfolgt. Der Sprecher betont, dass es keine perfekte Entscheidung gibt und der Prozess des Feedbacks und Iterierens wichtig ist, um das Geschäft richtig zu stellen.

05:01

🎯 Identifizieren des Zielpublikums

In diesem Absatz wird erläutert, wie man das Zielpublikum für ein Geschäft identifiziert. Es gibt drei Kategorien: Menschen wie du, Menschen, denen du geholfen hast (ohne Geld) und Menschen, die du für unterversorgt haltest. Der Sprecher teilt seine persönliche Erfahrung, wie er durch das Helfen einer Frau beim Essensplan seine erste Dollar verdient hat. Es wird betont, dass es wichtig ist, ein klares Bild des Zielpublikums zu haben, um ein effektives Geschäft zu führen. Der Absatz schlägt auch vor, ein Avatar mit fünf Merkmalen zu erstellen, um das Zielpublikum noch präziser zu identifizieren.

10:02

🛠 Die 'Wie'-Komponente des Geschäftsmodells

Dieser Absatz behandelt die 'Wie'-Komponente des Business-Frameworks. Es gibt zwei Teile: Die positiven Vorteile, die das Produkt oder die Dienstleistung bringen kann, und die negativen Aspekte, die vermieden werden können. Der Sprecher erklärt, wie man die Vorteile und Nachteile für das Zielpublikum identifiziert und wie man diese in die Verkaufsbotschaft integriert. Es wird betont, dass man sehr spezifisch sein sollte, um das Vertrauen und die Aufmerksamkeit des Zielpublikums zu gewinnen.

15:02

🔑 Die 'Wie'-Komponente - Fortsetzung

Der vierte Absatz setzt die Diskussion über die 'Wie'-Komponente fort und konzentriert sich auf die negativen Aspekte, die das Geschäft für das Zielpublikum vermeiden kann. Es wird erläutert, wie man die Herausforderungen und das Leid, das das Zielpublikum erleidet, identifiziert und wie man diese in die Verkaufsbotschaft einfließen lässt. Der Sprecher betont die Bedeutung der Spezifität und der emotionalen Verbindlichkeit, um ein starkes Angebot zu schaffen.

20:03

🌟 Kombinieren der Elemente zu einem Geschäftsangebot

In diesem letzten Absatz wird gezeigt, wie man alle vorherigen Schritte kombiniert, um ein geschäftliches Angebot zu erstellen. Es wird erläutert, wie man die identifizierten Elemente (Was, Wen, Wie) zu einem präzisen und ansprechenden Angebot zusammenfasst. Der Sprecher führt das Konzept des 'Unique Mechanism' ein, das eine spezifische und einzigartige Methode oder Technik ist, die das Geschäft von der Konkurrenz abhebt. Der Absatz schließt mit einem zusätzlichen Tipp, wie man die ersten fünf Kunden gewinnt, indem man eine einfache Systematik der persönlichen Ansprache und des Netzwerkbaus nutzt.

Keywords

💡Business

Ein Business bezieht sich auf kommerzielle Aktivitäten, die darauf ausgerichtet sind, Waren oder Dienstleistungen zu erzeugen, zu kaufen oder zu verkaufen, um Gewinn zu erzielen. Im Kontext des Videos ist es das Hauptthema, bei dem erläutert wird, wie man einen ersten Online-Geschäftsstart plant und durchführt. Beispielsweise wird erläutert, dass ein Business aus persönlichen Erfahrungen (Schmerz), einem Beruf (Profession) oder einer Leidenschaft (Passion) entstehen kann.

💡Three Ps Framework

Das Three Ps Framework ist ein Konzept, das verwendet wird, um ein Business zu erstellen. Die 'Three Ps' beziehen sich auf 'Pain', 'Profession' und 'Passion'. Im Video wird gezeigt, wie man ein Business basierend auf persönlichen Erfahrungen, seiner beruflichen Expertise oder seinen Interessen erstellt. Es wird verwendet, um die Idee für ein neues Business zu finden und zu validieren.

💡Pain

Im Video bezieht sich 'Pain' auf eine persönliche Herausforderung oder ein Problem, das man selbst durchlebt hat und das man überwinden musste. Es wird als Ausgangspunkt für ein Business gesehen, bei dem man anderen Personen helfen kann, dasselbe Problem zu lösen. Ein Beispiel ist die Geschichte einer Frau mit neun Kindern, die ein System entwickelt hat, um Essen für ihre Familie effizient zuzubereiten.

💡Profession

Unter 'Profession' versteht man im Video die berufliche Tätigkeit oder Erfahrungen, die man aus früheren Jobs mitbringt. Es wird erläutert, wie man sein Fachwissen in einem Beruf nutzen kann, um ein Business zu gründen, z. B. indem man anderen Personen in demselben Beruf hilft oder als Berater tätig wird.

💡Passion

Eine 'Passion' ist ein tiefes Interesse oder eine Leidenschaft für ein Thema. Im Video wird dies als dritter Weg beschrieben, wie ein Business entstehen kann. Es geht darum, auf etwas zu bauen, worauf man sich konzentriert und was man in seiner Freizeit mag, wie zum Beispiel Fitness oder Kochen.

💡Avatar

Ein 'Avatar' im Kontext des Videos ist eine fiktive Darstellung des idealen Kunden oder der Zielgruppe, für die das Business gedacht ist. Es wird erläutert, wie man ein detailliertes Bild seines Avatars erstellt, indem man Alter, Geschlecht, Beruf, Probleme und Interessen berücksichtigt, um eine präzise Zielgruppe zu identifizieren.

💡Unique Mechanism

Eine 'Unique Mechanism' ist ein spezifischer oder einzigartiger Ansatz oder Prozess, der ein Business von anderen abhebt. Im Video wird dies als eine zusätzliche Komponente des Business-Plans beschrieben, die hilft, das Angebot von Wettbewerbern zu unterscheiden und den Kunden zu zeigen, warum man dieses spezifische Produkt oder diese spezifische Dienstleistung wählen sollte.

💡How Part

Die 'How Part' bezieht sich auf die Art und Weise, wie das Business seinen Kunden hilft, ihr Ziel zu erreichen. Es wird in zwei Teile aufgeteilt: 'How Part One' beschreibt die positiven Ergebnisse, die das Produkt oder die Dienstleistung liefern kann, während 'How Part Two' die negativen Aspekte oder Herausforderungen beschreibt, die vermieden werden können.

💡Warm Outreach

Warm Outreach ist eine Methode des direkten Marketings, bei der man potenziellen Kunden persönlich anspricht, um Interesse für ein Produkt oder eine Dienstleistung zu wecken. Im Video wird dies als eine Technik beschrieben, um die ersten fünf Kunden zu gewinnen, indem man sich mit ihnen persönlich auseinandersetzt und sie auf das spezifische Angebot aufmerksam macht.

💡First Dollar Online

Das 'First Dollar Online' ist ein Ausdruck, der die erste Verdienstquelle oder den ersten Verkauf online beschreibt. Im Video wird betont, wie wichtig es ist, den ersten Kunden zu gewinnen und wie man dies erreichen kann, um das Business zu starten und zu validieren.

Highlights

Discover the business you should start and how to serve your customers.

Learn the three Ps framework to identify your business idea.

Understand how personal pain, profession, or passion can lead to a business opportunity.

Find out how to turn a personal challenge into a profitable business.

Explore the potential of teaching others the skills you've learned professionally.

Consider how your hobbies and passions can be monetized.

Realize that you don't need a perfect idea from the start; iteration is key.

Learn why picking any idea is better than waiting for the perfect one.

Understand the importance of identifying who you will serve with your business.

Explore the three categories of customers: people like you, people you've helped, and underserved markets.

Learn how to create a customer avatar to better understand your target market.

Discover the advantage of being very specific with your target market.

Find out how to charge a premium for a very specific service.

Learn how to describe the upside of your product or service to potential customers.

Understand the importance of explaining the downside risks your customers want to avoid.

Learn how to combine the good and bad aspects of your offering into a compelling message.

Discover the concept of a unique mechanism that can differentiate your business.

Find out how to get your first five customers using a simple outreach method.

Transcripts

so if you're broke or you don't know

what business to start by the end of

this video you will know what business

to start who you're going to serve how

you're going to serve them and the exact

message to send to get your first five

customers I'm a co-owner of school.com

where we help tens of thousands of new

people every single month start their

first business online and right now one

out of two people who start a paid

community on school make their first

dollar one out of two this process I'm

going to show you works so there's five

parts of this Frameworks and then two

bonuses one is that's a advance and one

that'll give you next steps on what to

do with this so you can make your first

dollar so it starts with the what which

is what is your business actually going

to be about and so I use something

called the three PS framework all right

so you can write this down the three PS

and that's because almost all businesses

get born of one of these three PS the

first is pain so it's something that you

went through personally and had to

overcome so A friend of mine has a wife

well they're married and they have nine

kids and so in her going through this

process she was like well what would

work for me and I'm like well you have

nine kids so I'll bet you that you just

making lunch for nine kids every day is

probably a process she's like oh yeah I

have this whole thing that I do so I

organizes so everybody has their own uh

bags and they all know who it is and

then I can do it in a time that's cheap

for me and gets them all the food that

you know all the protein and all the

other stuff in the Street's like I have

a system around that and I was like that

is the beginning of a business the

second is your profession meaning what

you do for a day job or what you've done

in the past I've recently made a video

about a lady who quit her job as a

registered dietitian at a hospital and

then started teaching other registered

dietitians how to Bill insurance and the

reason that she learned how to do that

was at the hospital she had to work six

days a week and work 12 plus hours per

day as an RD and so she only had one day

a week that she could bill her personal

clients on the side and so she had to

figure out this really complex Billing

System and how to do it really quickly

and so she took something that she

learned from her profession and made a

business around something really really

narrow and so a lot of people think that

it's got to be this big crazy thing if

you solve one very specific problem for

somebody that is a business and you

might think oh well how am I going to

get a huge following from all that this

particular individual has 5,800 people

who follow on Instagram and she takes

home almost a million dollars a year in

income and so if you're an accountant or

you do HR or you edit videos or you do

whatever like every single job that

exists in a business means that

fundamentally people exchange money for

the skill you have and so any

professional skill that you do in a

business you can do as a consultant or

as an independent contractor or teaching

other people in that profession there's

lots of tree branches that come off of

that but this is the second big category

that businesses are born from the third

bucket of peas is Passion these are the

things that you're always interested in

these are the Articles you read these

are the YouTube videos you watch these

are the podcasts that you listen to in

your spare time it's the stuff that

you're just inherently interested in

that you like can't get enough of and so

for me personally I was somebody who was

into fitness it was what I was reading I

was reading tenation which none of you

guys have even heard of but it was this

blog online that had all of the lifters

in there and all these trainers and

coaches that were talk about stuff and

every night I would eat my meal and I

would read whatever the new T Nation

articles were and I did that every

single night and that's what my passion

was and when I went to work the guys

that I worked with are like dude if you

don't start a gym like I will they like

they offered to front me the money to

start the gym because I was so obsessed

with Fitness at the time and so if

you're like okay well I overcame food

allergies or I am an accountant or I'm

into painting model cars got it but how

am I going to turn that into a business

don't worry that's what I'm covering in

step five so let me break this belief

for you really quickly that you need to

get the perfect pick on the first try

the reason this isn't accurate is that

it assumes that

you with zero context having not talked

to customers and gotten zero feedback or

are going to pick it right the reality

of it is that picking anything is the

first step because that begins the

iteration process of feedback so that

you can get it right so the five-step

process I'm going to walk you through is

going to get you to your best bad idea

as fast as possible and the reason we

say best bad idea is that we want to get

it out there so that we can make it less

wrong over time and if you keep making a

bad idea less wrong eventually it

becomes a good idea and then people say

how did you pick that right on the first

shot and you will smile and know that

that's not actually how it worked so

great if you have your first P you say I

know what pain it is or what profession

or what passion Now we move on to step

two which is the who so who are you

going to do this what for there's three

categories that the who's are going to

fit into the first is people like you

the second is people that you've helped

before and that can be for money or not

for money but I'm assuming if you're

watching this video that you haven't

helped them for money you just did it as

a favor which I'll tell you my story

about that in a second and the third is

people who you think are underserved now

this is probably the more formal way

that people look at markets that are

growing that you think there's an

emerging Trend it's people that have

this huge demand and they're underserved

this is probably the most formal way of

doing it but most businesses that come

from I would say the heart or the mind

come from one of these two things it's I

went through this thing and then I took

a long time to figure it out and now

that I had fig F out I want to help

other people who are like me figure it

out Sarah Blakeley was like man none of

these underwear like you know hide the

hide the bad and show the good and so

then she created Spanx and then Spanx

went on to sell for a billion dollars to

blackon I think earlier last year and so

you can absolutely build a massive

business just trying to solve a very

personal problem to yourself differently

Zuck started in his dorm room to make

some sort of platform for horny college

kids that eventually would become face

Facebook or for me specifically the

reason I made my first dollar the first

actual dollar that I ever made was there

was a lady at the gym and she said she

came to me and said hey can you help me

with my food and it was just cuz I

looked in shape and I was like sure and

like I didn't know her super well and so

we met at a pizza shop ironically and

she and so she asked me to talk to her

about her food and so I just asked her

what she was buying for her groceries

and gave her a couple of you know

recipes that I did to increase her

protein intake and at the end of me

sitting at that pizza parlor with her

for like an hour and a half she just

took out her purse and wrote on a check

$100 and she handed it to me I didn't

sell her I didn't say a price she just

handed me $100 for the amount of help

that I'd given her and it was really

weird because we walked out of the pizza

parlor and then she got in her car and I

like opened up the check again and I was

like holy [ __ ] I could get paid to do

this and it was this huge moment for me

and forever always grateful Sandy Smith

so once you figured out whether it's

someone like you someone you've helped

before or an underserved Market you pick

one of these three things and then you

plug them into this which is a call out

and so the call out describes the person

back to them this is going to be

important for what we use in one of the

later parts of this that's why if I had

to pick one for you I would have it be

this one because you already know what

it's like to have the Pains of this

person you're usually in the demographic

you have you're in the age group and so

you probably know a lot of the

aspirations and dreams that they do

rather than having do the research so

this is the quick and dirty way and many

many many businesses are started this

way and in my

opinion this tends to make mercenaries

this tends to make missionaries and so

what I mean by that is people who start

purely based on analyzing markets and

Trends and things like that they're like

they're in it for the money they don't

really care about the product or even

the customer but if you're helping

people like you overcome something that

you overcame before you know their pain

and you will care that much more to

deliver an exceptional product and

improve their experience over time and I

think this is what keeps you in it for

the LA ha and when you look at some of

the biggest companies out there in the

world many of them started with a

Founder in a garage with some problem

that they hated and then tried to fix so

let me draw this on a new page to give

you a really clear idea of why this next

part is important if you're just like

people like me that's not descriptive

enough to get really clear on the Avatar

and so I think about it as having five

kind of frames that I think through to

narrow down my avatar I've got the age

gender profession like before because if

you are going to use profession then you

might as well say it got their problems

or their pains and then we've got their

interests or passions and you'll notice

these are more or less than three PS

from before okay and so what we do is

you want to

pick three and so let me give you an

example so if I'm looking for

35-year-old men to it's not narrow

enough right or if I just said 35-year

old it's not narrow enough 35-year-old

men who were accountants now I can get

even narrower by adding more but you

have to have at least Le three you want

to do three or more so 35-year-old male

accountants who uh are bored at their

jobs right great well that's a pretty

clear Avatar if I say that and there's a

room full of 35-year-old male

accountants who are aboard their

jobs and that was in the other room that

other room should light you up so think

about it this way from a visual

perspective if you could fill a room

with just a certain type of person that

You' get excited to go in there and help

them what is that room of people look

like what are they interested in what

are the problems they're suffering from

what what's their job now you could do

the same thing and not have the

profession but I'll give you an example

so if I said 35-year-old or 45-year old

women who are struggling to move up in

the

workplace okay that's at least three get

the idea so you just want to get narrow

enough that they know you're talking to

them let me break a second belief for

you that if you get really narrow it

means you're not going to be able to

make as much money because you don't

have as many people to sell to the other

part of that is the more specific you

get the more you can charge so let me

tell you something that might blow your

mind so if I sold time management as my

thing that's really really broad all

right that's my what okay well I might

be able to charge for my time management

PDF I don't know 19 bucks okay now if I

said I've got a time management product

for salese then all of a sudden this is

probably a $199 product if I said I have

time management for outbound salespeople

then that's going to be even more

specific and this might be a

1999 product and if I said I have the

entire outbound time management system

for garden and power tools then this

could be a $10,000 thing because anybody

who's this specific with their Niche

knows that they're going to be able to

make a couple sales with this new system

and more and pay for it and so as you

get more specific with your prospect you

can get more premium with your price and

if you're the best at time management s

for outbound sales rep that do garden

and power tools how many competitors are

you going against almost no one and so

you're selling in a total blue ocean

where it's just you with the with a life

raft and all of them are in there in the

pool around you struggling and then when

you have your lifecraft and you're the

only boat in town they've got to pay

whatever you want in order to to scoop

them out of the water if you're enjoying

this process I run something called the

school gam you can go to school.com

games you can start for free I'll help

you build your first business by taking

you through Frameworks like this and

many others and give you the platform to

do it to make your first dollar right

now more than one out of two people who

start the school games with a paid

Community make their first dollar online

very proud of it so if you like that go

check it out you can start for free so

that's step two that's the who now we go

to the how and there's two parts to the

how how so let's cover those now so with

how part one we think about the upside

this is all the good stuff that you're

going to help them achieve or experience

as a result of using your thing all

right so you want to think about how

much easier their lives are going to be

as a result of using your thing you want

to think about how guaranteed the

outcome is now as a result of using your

thing you want to think about much

faster they're going to be able to get

what they want using your thing and you

want to be able describe to them how it

would feel to experience their dream

scenario and so if these look familiar

these are the four elements of the value

equation but written in the positive and

so the perfect offer is something that

is incredibly easy guaranteed to happen

immediate and is exactly what they want

and the sub part of this is exactly the

way they want to get it I'll give you a

b a b example from gym launch so the

average gym makes $30,000 in their first

30 days you using the gym launch system

now the average gym owner makes $36,000

a year in take-home income so if they

make $36,000 a year as take-home income

then we can help them get what they want

easier guaranteed faster and exactly

what they wanted to do which was to fill

their gym up and make money whatever

benefits you sell there's some good

stuff and so we want to say hey here's

all this good stuff you want and here's

how I make it easier faster guaranteed

and this is what it looks like when it's

right that's what we explain with the

how part one so now that we've listed

out all the good stuff let's flip over

to how part two which is going to be the

bad stuff and if you think about

motivating an individual in general you

fundamentally only have two things that

are going to increase the likelihood

that they do what you want you either

have to take away the bad stuff that

they don't want or give them more good

stuff that they want that's it that's

all you can do and so thinking about it

from this framework has helped me so

much in copyrighting in sales it's like

you're either you're going to get this

thing or you're going to avoid this

thing you hate that's it and it's just

how well you can describe either of

these things which makes it more and

more compelling which is why picking

someone like you makes it easier to

describe the very intricacies of their

pain so for example if I said lose

weight fast that might have worked in

the 1900s but people quickly learn that

they can't believe things that people

say and so the more specific you are

about the pain and the benefit the more

likely they are to believe you if I say

hey stop feeling your thighs chafing

when you're out in the sun that's a very

specific pain right and so someone would

be like oh I I experienced that but it

would pass their guard rails and their

Banner blindness around ads and copy and

marketing because it's very specific to

their pain you want them to be like I

can't believe they know this about me

because you know it about you and you

just describe it back to them so now

we're going to talk about the bad

stuff so these are the inverse of the

things that I was mentioning earlier so

instead of the guarantee we're going to

talk about the risks that we're going to

help them avoid instead of how fast it

is we're going to talk about how slow it

is for them that they're not going to

have to experience that slowness instead

of it being easy we're going to talk

about all the pain and sacrifice and

suffering that they have to go through

in order to experience the benefit so

the nice thing with this one

particularly because there's going to be

the most meat here in terms of what

you're describing because the guarantee

you to say this is where you state stats

and you and you show what you've done

what you plan to do the fast and easy

you put a timeline around it and what

they can expect versus the timeline of

what's bad and with the ease there's two

sides to this so one is what are all the

good things they normally have to give

up that they no longer have to give up

with your system and what are all the

bad things that they would normally have

to start doing with other products or

other services to solve this problem

that with your product they don't have

to start doing so let me give you an

example so weight loss is simple so if I

have to start working out and waking up

early then that's something bad I don't

want to start doing and so if you use my

system you don't have to start doing

this bad thing you don't want to do to

get the result if I want to avoid the

negative thing that you don't want to

give up which is hey you like doing taco

Tuesdays and eating out with your

friends normally you'd have to give that

up but with my system you can keep that

thing you like without sacrificing it

and still get the result and so you show

both of these that make it easier

because what makes things hard what

makes things hard is doing things we

don't like and giving up things we like

and so if we have our solution that they

can not have to do things they hate and

keep doing things they love then they

will like that better you might be

thinking okay well I get the good stuff

and the bad stuff for how part one and

how part two but how do I get all this

stuff well first off if it's you then

you know what these pains are if it's

not you then you do the three-letter

method you ready for it ask people who

you want to sell so you get on the phone

you reach out to people and you

basically do an interview now a good

interview basically functions like a

sales call which is like what are the

problems you're struggling with right

now how long have you struggled with

them what makes it painful specifically

can you describe what the experience is

like when it's not right could you

describe your ideal experience if it

were done the right way what are some of

the things you have to stop doing that

you like doing that you don't want to

stop doing when you've done things in

the past what are the things that you

have to start doing that you hate doing

that you've had to start doing in the

past in either of those scenarios in all

of those scenarios you're learning more

about the customer you're learning about

their dreams and aspirations but the

pains that they've experienced along the

way and the culmination of all of those

answers become how part one and how part

two the good stuff you're going to help

them get and the bad stuff you're going

to help them avoid and if you're still

wondering how am I going to make money

from all this stuff don't worry we're

going to get there right now step five

putting it all together combine so this

is the Mr Miyagi moment in Karate Kid

where you've been waxing on and waxing

off this entire time so you can get to

the moment where you can finally get

your car so we're going to do osim money

Mad Lib we're going to drop everything

in so I help who which we got from step

two which is the combination of what the

big thing's about and then narrowing it

down through step one and step two I

help who 35-year-old male accountants

get a new income stream whatever the

whatever the good thing that they want

is Right which is how part one

without how part two the bad stuff

through and this is going to be the

bonus that I'm going to cover in a

second all right which is something

called a unique mechanism all right so

I'll cover that in a moment but

fundamentally you could ignore this last

part and this is the basic version of it

and this is the more advanced one once

you get some reps and the reason I'm

going to explain that one in a second is

because if you haven't done it yet you

don't have a unique process and so if

you're just starting out this is me

meeting you where you're at I help who

get good stuff without bad stuff I help

45-year-old women who just had kids get

into High School get back into their

High School jeans without giving up time

with their family I help non-fiction

business authors get on the Wall Street

Journal bestseller list without looking

cringe and listen it doesn't have to be

like you don't have to perfectly do this

every time I could just say I help young

guys starting school for the first time

pick their Community under 30 minutes

like it's just if you can nail them then

the person's like shoot that's me right

the more you add these pieces in they're

like that's exactly what I'm struggling

with this is exactly what I want and

then the unique mechanism makes it nice

and sexy so now that we hit the bonus

let's go to the bonus section so the

bonus number one is going to be

something called the unique mechanism

all right now the reason I wanted to

combine it before the unique mechanism

is that if you are starting out you

might not have a unique process yet all

right but a unique mechanism is

something that differentiates Your

solution from other peoples so if

there's two people in your Market or 10

or 100 people in your Market one you

could probably go narrower your Who and

the problem you're trying to help them

solve but let's assume that you did that

and there's still 10 people that all

help 35-year-old male accountants you

know uh watch Friends reruns because

that's your passion without feeling the

Judgment of other people because you

have a cool streaming platform or you

know access between all these other ones

that allow them to do it for free

whatever okay so let's say that that's

your Niche and there's 10 other people

who are serving them what you want to

have is some unique mechanism and this

is not a new Marketing Concept you want

to have some sexiness or some special

sauce that makes the prospect think oh

I'm going to push all of my hopes and

dreams into this process like if I had

only had this special sexy thing I was

six inches away from gold and then I

just needed this thing to get me over

the hump and the point is that that's

what they should feel like oh if I just

had had this thing all along I would

have already been successful so it's

like you have this secret that you can

help them be successful with and the

proof is in the pudding and so even if

you think about this YouTube video as a

product if you wanted to the unique

mechanism is the five-step process or

the five-step niche narrowing the niche

narrowing nunchuck right because it's a

a [ __ ] wax it on the head so let me

explain how this works is that you're

going to either have a list or steps

that someone has to follow to achieve a

result fundamentally that's what it is

you're either going to say you have to

do all these things so just think of

checklist like once you have done all

four of these things you'll achieve the

outcome or you have to follow this in

sequence you have to do one and then you

have to do two and then you have to do

three and then four the difference here

is that these don't have to be in order

you just have to do them all here you

have to do them in a specific sequence

but either way you're going to have a

list or a step a series of steps that

someone's going to follow and then all

you do is that you wrap this whole

thing and then you name it because this

becomes your proprietary process and

that proprietary process becomes your

unique mechanism if you've heard me talk

about content we have promise proof plan

and so it's hey I'm going to help you

pick your Niche by the end of this video

proof is that I've helped tens of

thousands of people do this on school so

are pretty good at it and then the plan

is we're going to follow these five

steps Tada and here we are and so that

process we can call the mosy money Niche

method whatever so if you've heard of

P90X the unique mechanism they had was

muscle confusion right and obviously a

zillion Fitness influencers like there's

no such thing as muscle confusion and

they're right but the thing is is it was

unique mechanism they sold hundreds and

hundreds and hundred hundreds of

millions of dollars of fitness programs

using it if you look at Weight Watchers

they have a point system the point

system is their unique mechanism if you

look at some of these other ones they

have their XYZ portion control thing

like they all have a unique mechanism

their way of doing it think of this as

the vehicle this is going to take them

from where they are to where they want

to go and you're the one who's piloting

this ship with them in the back seat or

they're piloting it with you in the back

seat with you as the guide the point is

is that that becomes the special sauce

and everybody should do this and that's

where you can have the naming

conventions I cover naming stuff in my

last chapter here on the offers book

where I either like something that

rhymes or I like alliteration if I can

if I can do it so as promised if you're

following this process then you got the

what which helped you narrow down the

who you followed the steps in that to

Niche down to figure out very

specifically who the Avatar was Someone

Like You someone you've helped before or

someone who's underserved we did the

good stuff we looked at the bad stuff we

put it all together into one sentence so

you can immediately use it if you're a

little more advanced then you figured

out your unique mechanism or your system

or your process or your method to put it

all together so they're like wow this is

exactly what I need so what's this last

bonus well I said I'd help you get your

first five customers so let's do that

all right so I'm going to give you the

absolute simplest system for getting

your first five customers using what we

just had and so what you do is you will

greet someone greetings hello you will

mention something specific about them

that's a compliment you'll insert that

sentence that we just went up with came

up with and then you'll ask them if they

know anybody who could benefit from that

and you will do this for 4

hours per day or until you reach a 100 I

don't care which you can do four hours a

day or until you reach a 100 and if you

do this every day and you make this

process what you reach out to people you

will get five customers I outline this

entire process inside of the leads book

in the first chapter called warm

Outreach to help you get your first five

customers and if you like me to help you

lead along and you want to do it via

community you can go to school.com games

I walk people I literally walk thousands

of people through this every single

month uh so we're pretty good at it like

I said more than one out of two people

make their first dollar online so um

check it out