Master THIS To Get More Customers (Masterclass 1/5)

Summary

Dans cette vidéo passionnante, Christo expose les cinq éléments clés essentiels pour développer une entreprise de freelance, en mettant l'accent sur la compréhension de la psychologie d'achat, de la vente, des tarifs, des offres irrésistibles et du marketing d'attraction. Il souligne l'importance de se concentrer sur une niche de marché précise et de comprendre les besoins et les motivations des clients pour offrir des solutions précises et efficaces, conduisant ainsi à un business plus prospère et à une expérience client satisfaisante.

Takeaways

• 🚀 Comprendre la psychologie d'achat est essentielle pour développer son entreprise de freelance, surtout si vous êtes créatif.
• 🤔 La difficulté à vendre aux autres est souvent due à notre manque de compréhension sur les motivations d'achat et les objectifs de vie des clients.
• 🌐 Les marques existent car, dans l'histoire humaine, nous avons eu peu de choix et avons survécu en se concentrant sur la subsistance.
• 🛒 Le choix est un élément clé dans nos achats modernes, car il nous permet de nous différencier et d'adhérer à des groupes sociaux.
• 🎯 Chaque client est motivé par quelque chose qu'il veut atteindre, il existe une tension entre sa réalité actuelle et celle qu'il souhaite atteindre.
• 💡 Pour réussir, il est important de réduire la douleur du client et d'augmenter le gain en offrant un pont entre sa réalité actuelle et son futur souhaité.
• 🎯 Restez concentré sur un marché spécifique pour prédire mieux ce que les clients veulent et ont besoin.
• 🚫 Ne pas servir un marché trop large, car cela rend les choses plus claires pour vous et plus prévisibles pour vos clients.
• 🤔 Surmonter la croyance limitante selon laquelle 'si je ne sers pas beaucoup de gens, je ne vais pas gagner beaucoup d'argent'.
• 📈 Concentrez-vous sur la simplification et la spécialisation pour améliorer l'efficacité et la scalabilité de votre entreprise.
• 💬 La psychologie des ventes est le deuxième élément clé essentiel mentionné dans le script, qui doit être compris pour une croissance réussie.

Q & A

Quelle est la principale difficulté que les personnes rencontrent lorsqu'elles vendent à d'autres personnes ?

La principale difficulté est qu'elles ne comprennent pas vraiment pourquoi les gens achètent, ce qui les motive et ce qu'ils cherchent à réaliser dans leur vie. La plupart des gens sont motivés par des choses différentes et cela peut causer des problèmes de vente.

Pourquoi les marques existent-elles selon Christo ?

Les marques existent parce qu'il y a un concept relativement moderne que les humains se sont développés et qu'ils ont eu suffisamment de ressources pour avoir le choix. Cela a conduit à la création de marques qui représentent les croyances, les valeurs, les préférences et les goûts des individus.

Qu'est-ce que la psychologie de l'achat selon Christo ?

La psychologie de l'achat est la compréhension des raisons pour lesquelles les gens achètent, ce qui les motive, ce qu'ils cherchent à accomplir dans leur vie et comment cela influence leurs décisions d'achat. Elle aide à comprendre que les gens achètent non seulement des produits, mais aussi因为他们想成为某种人的一部分。

Quel est le rôle de la compréhension de la psychologie de l'achat pour un freelance créatif ?

La compréhension de la psychologie de l'achat permet aux freelances de mieux cibler leur audience, de prévoir leurs besoins et de proposer des solutions qui répondent à leurs problèmes spécifiques. Cela rendra leur entreprise plus attrayante pour les clients et facilitera la vente.

Pourquoi est-il important pour un freelance de se concentrer sur une niche de marché spécifique ?

Se concentrer sur une niche de marché spécifique permet d'avoir une compréhension approfondie des besoins et des désirs de cette audience. Cela rendra le freelance plus capable de résoudre les problèmes de son audience et de proposer des solutions de haute qualité, ce qui augmentera sa réussite et son chiffre d'affaires.

Comment un freelance peut-il surmonter la croyance limitante qu'il doit servir beaucoup de gens pour gagner beaucoup d'argent ?

Un freelance peut surmonter cette croyance en se concentrant sur la qualité des services qu'il offre et en travaillant avec une audience spécifique. En offrant des solutions de grande valeur à un groupe restreint, il peut augmenter son revenu et son satisfaction dans son travail.

Quel est l'avantage de bien comprendre son audience cible ?

La compréhension de son audience cible permet au freelance de réduire les distractions, de se concentrer son énergie sur des solutions spécifiques et de répondre aux besoins précis de ses clients. Cela rendra ses efforts de marketing et de vente plus efficaces.

Qu'est-ce que la psychologie des ventes et qu'est-ce que cela signifie pour un freelance ?

La psychologie des ventes est la compréhension des processus mentaux et émotionnels impliqués dans le processus d'achat. Pour un freelance, cela signifie comprendre comment influencer ces processus pour aider les clients à prendre des décisions d'achat et ainsi augmenter ses ventes.

Comment un freelance peut-il améliorer sa compréhension de la psychologie de l'achat ?

Un freelance peut améliorer sa compréhension en étudiant les comportements d'achat, en effectuant des recherches sur son audience cible et en utilisant des techniques de segmentation de marché pour mieux comprendre les besoins et les motivations de ses clients.

Quels sont les avantages de se concentrer sur une niche de marché plutôt que de viser un marché large ?

Les avantages incluent une meilleure compréhension des besoins de l'audience cible, la capacité de créer des offres personnalisées et irrésistibles, une augmentation de la loyauté de la clientèle et une réduction de la concurrence directe.

Comment la psychologie de l'achat peut-elle aider un freelance à créer des offres irrésistibles ?

En comprenant les motivations et les besoins de l'audience cible, un freelance peut concevoir des offres qui répondent directement à ces besoins, créant ainsi une perception de valeur élevée et augmentant les chances de conversion en ventes.

Outlines

00:00

🚀 Développement de l'entreprise freelance - Comprendre la psychologie de l'achat

Dans ce paragraphe, l'accent est mis sur la psychologie de l'achat en tant qu'élément clé de la croissance d'un freelance, en particulier pour les créatifs. Il est expliqué que beaucoup de gens ont du mal à vendre因为他们不理解为什么人们购买，他们的动机是什么，他们在生活中想要实现什么。 Les entreprises ont commencé à comprendre cela au cours des 100 dernières années, et l'accent est mis sur la nécessité de se concentrer sur une niche de marché spécifique plutôt que de viser un grand public. Cela permet de mieux comprendre les besoins et les problèmes de son audience cible et ainsi fournir des solutions plus efficaces.

05:00

🎯 Trouver et résoudre les problèmes - La psychologie des ventes

Ce paragraphe discute la psychologie des ventes et souligne l'importance de comprendre les problèmes que votre audience cible cherche à résoudre. Il est mentionné que trop souvent, les entreprises se concentrent sur la résolution de problèmes sans chercher à comprendre le marché et les besoins de leur audience. Il est recommandé de se concentrer sur une niche de marché spécifique pour mieux comprendre et prédire les besoins et les problèmes de son audience cible. L'auteur partage son expérience personnelle en tant que freelance et la difficulté de se concentrer sur une niche spécifique, mais il insiste sur les avantages à long terme de cette stratégie.

10:02

💡 Simplifier pour grandir - La psychologie de l'achat et la vente

Dans ce paragraphe, l'auteur partage son expérience de transition d'une entreprise de production vidéo à une agence de marketing de contenu vidéo. Il souligne les défis opérationnels et la complexité liée à la diversification de services. Il met en évidence le fait que la simplification et la concentration sur une niche spécifique sont essentielles pour la croissance et l'expansion de l'entreprise. Il est également question de l'importance de poser les bonnes questions pour comprendre les besoins précis de son audience cible, ce qui permet de fournir des solutions plus ciblées et efficaces.

Keywords

💡Psychologie de l'achat

La psychologie de l'achat explore les raisons et les motivations derrière les décisions d'achat des consommateurs. Dans le contexte de la vidéo, elle est décrite comme essentielle pour comprendre ce qui motive les clients, ce qu'ils essaient d'atteindre dans leur vie et pourquoi ils choisissent certains produits ou services. Cette compréhension aide les freelances créatifs à mieux vendre en se connectant avec les besoins et désirs profonds des clients, plutôt que de se concentrer uniquement sur le produit ou service offert.

💡Psychologie de la vente

La psychologie de la vente s'intéresse aux stratégies et techniques qui influencent les décisions d'achat des clients. Elle est liée à la manière dont les vendeurs peuvent mieux aligner leurs offres avec les désirs et besoins du client. Dans la vidéo, cette notion est abordée comme une compréhension profonde de ce qui motive l'achat, permettant aux freelances de créer des propositions plus attractives et personnalisées pour leurs clients.

💡Psychologie des prix

La psychologie des prix concerne la manière dont les clients perçoivent le prix d'un produit ou service et comment cela influence leur volonté d'acheter. Elle est mentionnée dans la vidéo comme un aspect crucial pour les freelances, soulignant l'importance de fixer des prix non seulement compétitifs mais également en adéquation avec la valeur perçue par les clients, afin d'optimiser à la fois l'attrait et la rentabilité.

💡Offre irrésistible

Une offre irrésistible est une proposition de valeur si attrayante que le client se sent presque obligé d'acheter. Dans la vidéo, il est suggéré que comprendre la psychologie de l'achat et la psychologie de la vente permet de créer des offres qui répondent précisément aux désirs et besoins des clients, rendant l'offre difficile à refuser pour le public ciblé.

💡Marketing d'attraction

Le marketing d'attraction désigne les stratégies visant à attirer naturellement les clients vers votre entreprise, plutôt que de les chercher activement. Selon la vidéo, en appliquant une compréhension approfondie de la psychologie de l'achat et en ciblant précisément les besoins et désirs des clients, les freelances peuvent attirer plus efficacement les clients qui sont déjà intéressés et prêts à acheter.

💡Réduction de la douleur

La réduction de la douleur se réfère à l'effort de minimiser les obstacles, frustrations ou problèmes que les clients peuvent rencontrer. Dans la vidéo, il est conseillé aux freelances de se concentrer sur la réduction de la douleur pour leurs clients en fournissant des solutions qui comblent le fossé entre leur état actuel et l'état désiré, améliorant ainsi l'expérience client et favorisant l'achat.

💡Augmentation du gain

L'augmentation du gain implique d'améliorer les bénéfices ou la valeur que les clients tirent de l'achat d'un produit ou service. La vidéo met en lumière l'importance pour les freelances de mettre en avant les avantages et les gains potentiels de leurs offres, en se concentrant sur la manière dont ils peuvent améliorer la vie des clients, pour rendre l'achat plus attrayant.

💡Focalisation

La focalisation est le processus de concentration des efforts et des ressources sur un domaine spécifique ou un public cible. La vidéo souligne l'importance de la focalisation pour les freelances, en suggérant qu'une compréhension claire de leur marché cible et des problèmes spécifiques à résoudre peut conduire à des solutions plus efficaces et à une plus grande satisfaction client.

💡Identité de marque

L'identité de marque fait référence aux éléments visuels et émotionnels qui caractérisent une marque et la distinguent des autres. Dans le contexte de la vidéo, elle est mentionnée comme un moyen par lequel les clients expriment leurs propres identités et valeurs en choisissant certaines marques, soulignant l'importance pour les freelances de comprendre et de communiquer efficacement l'identité de leur propre marque.

💡Choix

Le concept de choix dans la vidéo se réfère à la multitude d'options disponibles pour les consommateurs dans le marché moderne. Cela soulève la question de pourquoi les gens préfèrent une option à une autre, mettant en évidence l'importance pour les freelances de se différencier et de comprendre les motivations sous-jacentes des choix de leurs clients pour réussir dans un marché concurrentiel.

Highlights

The discussion revolves around five core essentials for growing a freelance business, particularly for creatives.

The first core essential is 'buying psychology', which is about understanding why people buy and what motivates them.

People are often motivated by different things, and understanding these motivations can improve sales.

The concept of brands has emerged as a relatively modern phenomenon due to increased choices and wealth.

When people buy something, it says something about who they are, their beliefs, values, preferences, and taste.

The second core essential is 'sales psychology', which involves understanding the customer's perspective and needs.

Freelancers should focus on reducing pain and increasing gain for their customers to bridge the gap between their current and desired reality.

It's important for businesses to narrow down their target market to better understand and serve their customers.

By focusing on a specific audience, businesses can predict what their customers want and need.

The concept of 'focus' is about concentrating energy and resources into one area to achieve success.

A clear and specific brief allows for focused creativity and better outcomes in design and other fields.

The power of focus is likened to a laser, where concentrated energy can have a significant impact.

The third core essential is 'pricing psychology', though not detailed in the transcript, it suggests understanding the value customers place on products and services.

The fourth core essential is 'irresistible offer', which implies creating offers that are too good for customers to pass up.

The fifth core essential is 'attraction marketing', which likely involves drawing in customers through compelling and relevant marketing strategies.

Understanding buying psychology can lead to better sales approaches and customer satisfaction.

The importance of focusing on a niche market is emphasized for freelancers to maximize their business potential.

Transcripts

yo what's up you beautiful people in

this video I'm going to be doing a deep

dive with the one and only Christo about

what he believes to be the five core

Essentials that you must Master to grow

your freelance business especially if

you're creative so you want to stick

around for that let's jump right into it

just to contextualize a little bit more

of the discussion so people can follow

along you've kind of titled these five

core Essentials which is what's going to

be discussed throughout the video and

I'll list the top five the five and then

we'll talk about each one individually

the first one is buying psychology the

second one is sales psychology third is

pricing psychology four is irresistible

offer and number five is attraction

marketing many of these terms may be

interchangeable in our sphere or in

business so let's start with the first

one buying psychology what is it and

what do you exactly mean when you say

this is a core essential to Growing your

create a creative freelance business

what is buying psychology well a lot of

people have a problem selling to other

people probably the reason why they have

a hard time selling to other people is

because they don't really understand why

people buy what motivates them what

they're trying to achieve in their life

they think it's about receiving a

service and paying a price for it

they're missing the entire Point most of

us are motivated by different things now

I think it's a relatively modern concept

that Brands exist and the reason why is

because for a very long period of time

in human history we barely had enough

our main focus was on Survival so we

didn't have a lot of choices if there

was food to eat we would eat it and we

would eat as much as we could because we

didn't know when our next meal was going

to come so fast forward into the 20th

century now we have industrialized

farming and we are increasingly becoming

wealthier as individuals the median

income and the ability to acquire food

is a lot easier and mass-produced goods

and so now we have a thing called choice

so this is where it gets really

fascinating and so now when we can

choose multiple options there's many

alternatives to what it is that you buy

we start to ask ourselves why do I

prefer one pair of shoes over another

they both will cover my feet they'll get

me from point A to point B but there's

got to be more here and so companies

started to figure this out and this has

been probably the last 100 years that

this has been going on maybe a little

bit longer than that I would say in the

last 50 years this has really come to a

head because all you have to do is go

and search on Amazon type in the word

brand and you're gonna see probably

hundreds if not thousands of books with

the word branded it somewhere so what is

it that we're doing well why do we pay

more for something when a cheaper

alternative exists why do we do that are

we crazy what is happening is when we

buy something it says something about

who we are our beliefs our values our

preference our taste but it's allowing

us to join a tribe of other people who

buy the same brand and we see each other

like we get it oh you're that kind of

driver you're an Audi driver you're a

Porsche driver you're a Mercedes person

so we're signaling to others with the

symbols that we put on our body the

things that we get into and drive and

the things that we wear around our neck

are I I wear our our jewelry all those

things signal somebody else this is who

I am so we're searching for meaning and

we're trying to form our identities and

so when we start to understand that we

might sell a little bit differently what

I'm saying is what you think you know

about what motivates people is probably

wrong and when you start to understand

what motivates people how they buy why

they buy looking at it from the

customer's point of view it'll give you

an entirely different Insight I'm

curious when we understand buying

psychology the way I understand it is

there's two sections there's the

internal you and your business and the

external which is the customer and you

said a lot about why are we motivated to

buy that's on the customer side I'm

curious if I'm a freelancer right now

listening and I'm trying to improve my

business to attract that customer to be

motivated to me what is one thing that I

could focus on whether that's enhancing

or improving or studying to make sure

that I'm a more appealing business to

that buyer and that buyer psychology

yeah there's a very simple fundamental

concept that you need to understand that

user experience designers have

understood for a long time now which is

each person is motivated to achieve

something so they exist in their care

reality and they're trying to get to

their desired reality or their desired

future State there's some tension

there's a barrier there's a gap between

where they are and where they want to be

when you start to understand that then

you start to feel their pain and what

what motivates them again so you want to

reduce the pain and you want to increase

the gain and if you provide a bridge

between their current reality and their

desired reality it will do really well

the problem is that many businesses just

think about what it is they want to do

and they don't really understand the

market at all they're really good at

problem solving not great at problem

finding or seeking any solution isn't

good or bad it depends on the problem

the person's seeking it and this is

what's really important to understand so

ask yourself who is it that I'm trying

to serve and the first step I would say

is try not to serve such a big and Broad

Market you need to narrow it down and it

feels very counter-intuitive to say like

so to get more business I have to reduce

the possible customers that will buy

from me and the answer is emphatically

yes you must do that because it must be

clear in your mind who this person is

and the clearer you are the more likely

you could predict what it is that they

want what it is that they need what

motivates them where they're feeling a

lot of pain and resistance and where

they're going to get a lot of joy and

fulfillment when you understand that the

solutions start to become a lot easier

we got to train our mind to look for

problems two things here number one I

thought I was the rapper you said reduce

the pain increase the gain that's just

right that's fine reduce the pain

increase the gain by knowing your

audience specifically very well and then

finding the problem that you can best

solve I'm gonna take a rabbit hole here

because I already know that the

listeners are probably fuming at

something you said because even early on

in my career when I first started being

mentored by you this concept of making

your audience smaller as a

multi-hyphenate makes me just pissed off

and I understand the importance of it

the less people that I can serve the

bigger the problem I can solve for them

and the more clear I am in presenting

myself what can a person that's

listening right now do to overcome this

like limiting belief belief of like I'm

not gonna make a lot of money if I don't

serve a lot of people I have a simple

response to that if you're watching this

if you're listening to this somewhere it

means that you want to improve your

business you want to work less and make

more money and spend more time with

family and the kids if you have some and

if it's working for you you probably

would not be listening you'd probably be

where I'm at which is teaching so if

it's working don't change anything a lot

of people get upset at me because

they're like no Chris you don't know

what you're talking about I'm like well

what evidence do you have that what

you're talking about works and all you

have to do is look at your balance sheet

you got to look at your progress the

team that you have and the amount of joy

you have in your life now if everything

is going great you don't need to change

I say that seriously I'm not trying to

like throw any shade on anyone for the

rest of the people who are like you know

what I've hit a certain plateau in my

business I did two hundred thousand

dollars last year in the five years

before that and in fact our profit is

shrinking because my costs are going

higher what is happening Chris okay I'll

give you some simple analogs for you to

see if you you can follow the logic

sorry to interrupt if you're enjoying

this video I just want to let you know

I'll be leaving some information about

an upcoming European Workshop tour in

the description below go check that out

because I'll share this and so much more

I try to be very evidence-based on my

thinking so there's this gut that tells

us what to feel and oftentimes we

mistake that gut feeling as like logical

evidence-based thinking critical

thinking if you will let's just say

you're trying to help me out and you're

an executive assistant a highly paid one

and I say go to the store and get me

something to eat and yeah cool you run

in there and then you start to realize

there are too many options salad bar

Soup Bar a rotisserie chicken steak you

don't know if I'm vegan or dairy and you

think maybe let's grab some snacks and

then you walk down just the aisle with

water and there's 45 different kinds of

water alkaline neutral Smart Water it's

just too many different types and now

you're exhausted you're like oh my God

it's my first day on the job I'm gonna

get fired and why is that and this could

have been avoided had you just stopped

instead of running into the store like

most people do and saying to me me Chris

what is it that you're in the mood for

are you on a diet are there any

allergies or any preferences for food

are you on a calorie restriction is this

just for now or for later does this need

to be refrigerated what is going on tell

me some of your preferences tell me some

of things that you just cannot have

because it's going to send your body

into shock quite literally so we start

to understand this and if I start to get

very specific with you what happens is

you're reducing the kinds of things

you're going to explore and you're going

to be able to narrow it in really quick

I might say to you I'm looking for

something fresh something very light I

need more greens and fiber in my diet

with a little bit of clean protein and

now you know you can eliminate 99 of the

store and go straight to probably the

salad bar and put something together for

me you can see that right and even in

the salad bar if it's a good one there's

a lot of options out there okay so we

understand this now and I used to do

this with my students I used to say in

in my storyboarding class class go out

there and get a leaf for me and we're

going to draw a leaf and then we'll just

run out and then where you guys going

what if the leaf I want you to a draw

doesn't even grow in California what are

you doing so the Instinct the Instinct

and I think this if we're to find fault

is a byproduct of the education system

that most of us grow up in which is

rewarded for answers were not rewarded

for questions whoever raises their hands

first gets the gold star moves up in the

class sits closer to the teacher even

gets a little note Little Johnny or Mary

participated was first to volunteer I

love this good job and look at who gets

punished teacher I'm not clear about the

instructions teacher why do we do this

what is going on here can you explain a

little bit more I don't have time for

that right now it's a great question but

you know the class is over an hour we

got to get through this so over time

we're attuning our mind and our thinking

to give answers really fast and that's a

problem I hope that makes sense Mo it

does and it's it's flaring up just if I

can share something that you've had to

almost pound into my brain over the past

four years which and I'll use the

acronym that you I think you develop for

Focus but like follow one course until

successful I remember the first three

years of the the business my shiny

object syndrome as I got you know

exposed to you of like oh I like

branding oh I like graphic design oh I

like logo design I was originally a

video production company and now we're a

video content marketing company so

similar Niche just a different way of

executing on it but I remember just the

challenges even operationally as a

business outside of just your ideal

audience person of just every time you

jump you're almost having to create new

processes and systems on how to do this

one thing so this argument of not being

focused even inside of your business

creates complexity and I don't know who

coin is but like Simplicity scales fancy

fails right this ability to really know

who you're talking to and being able to

go to that supermarket and be like

here's what they need and here's the

problem that I solve makes a lot of

sense it took me way too long so I'm

excited for those that are listening to

maybe like don't fight the fight Chris

always tells me just do what I say and

do it with faith and full belief not the

best at it admittedly so be better than

me if you're listening right now and I'm

starting to realize Chris that these

maybe they're not linear but they seem

to follow into each other so you started

talking about the process in which

you're having to ask somebody a question

once you know who you serve and the

problems you're trying to find and solve

which I think leads us pretty smoothly

into sales psychology which you touched

on a little bit so what is sales

psychology what do you mean when you say

that term this is the second core

essential yeah before we go in there Mo

I want to do a couple different things

one I want to credit who I heard it from

who didn't invent it either but the

person who said focus is follow one

course until success is Aaron Peterson

and he told me that I think six or seven

years ago when we first hung out and

it's it's a great way to remember the

word Focus but focus is about limiting

distractions it's about concentrating

your energy your power your mind into

one little thing I don't know about you

Mo but when I was a kid I was like

marveled that a piece of glass can set

fire like it can create a fire literally

by harnessing the power of the sun my

young mind could not understand it back

then my adult mind can understand now so

I'm standing out in the sun but I'm not

catching on fire but under a piece of

glass that looks just like every other

piece of glass for some reason I can

torch an ant if I wanted to or I can

burn a leaf or a piece of paper and

quite literally set it on fire so we

take the power to sun which is very

powerful and we concentrate the light

energy that is transmitted to us on a

daily basis and we focus literally quite

focused that power the light into one

small surface area and by doing that

we're able to start a fire and so in

Alan dibs book he said a thousand watt

light bulb will illuminate a room that's

a very bright light but a thousand watt

laser will punch a hole through steel so

this is the power of Focus right and

something that I've learned in in my

life is that whenever I get an open

creative brief which we all dream of

having where the client says do whatever

you want until you actually start to do

whatever you want because then there's a

myriad of options and you're like oh wow

I'll do something photographic

illustrative something modern or

something classical maybe modern classic

is what I want and you wind up spinning

your wheels and it's very stress

inducing versus a client says I want a

clean modern design that's not

figurative I just want it to be purely

type based and my favorite typeface is

helvetica and let's only use three

colors and you might first hear that

like this is terrible there's too many

parameters what if I wanted to use cast

on or some other typeface in fact as a

designer having such a clear brief

allows me to focus my energy and explore

things that fit those parameters and

allow me to play and most people who

teach design understand this a great

brief requires checklists and parameters

what it must do and what it should be

within too many checklists and it

becomes stifling two open parameters and

we don't know what to do and everybody

comes up with something wacky and

different so it's a combination of that

Dr Holtzman who I hired periodically to

consult me to teach better said it's

like a parabolic lens all the energy

that goes in gets redirected back out in

one general direction and so this is the

power of focus we can predict what

people want we can write copy we can

choose the right tone of voice and speak

about the right benefits to the person

versus like trying to figure out what

everybody wants so good

foreign