Category: Blog Posts

How to Get Past the Gatekeepers in Your Industry

You can see your ideal clients in the near distance. They’re all neatly bundled together in the same spot, hanging out together and sharing the same conversation.

And you know that if you could just get in there and offer your services, you could make a world of difference in their lives and turn them into loyal, high-paying clients.

But alas…there’s someone standing in your way…

This person is the one responsible for gathering all these ideal clients of yours in one spot. This person already has a great relationship with them and treats their time, money, and attention with the utmost respect. That, or they work for the person responsible.

In other words, this person is a gatekeeper, and you won’t be getting anywhere near those prospective clients until you find a way to deal with them.

Now when I say “deal with them” that can mean a few different things. I’ll dive into those different methods in a moment, but first let give you a quick reminder…

Gatekeepers are people too. Treat them with respect even if they aren’t 100% respectful to you. Trust me, there’s no point ever getting combative with them.

Do Business with Them…The Old-Fashioned Way

This is such a simple and obvious way to win over gatekeepers, but people always seem to forget this as an option.

Want to get a gatekeeper’s attention? Want to start the relationship off on the right foot so they’re more open to collaboration later on?

Then buy something from them! Become their client or customer!

One of the fundamental rules of business is to listen carefully to your clients…so if you become the gatekeeper’s client, you’ve got their attention (assuming they actually know how to run a


Even if you don’t necessarily need what they’re selling, consider it an investment in the power of your network. Remember, a good affiliate can bring you a steady stream of high-qualified leads for years to come.

Also, you don’t even have to spend much money for this to work.

You know buskers, those people who play instruments, do magic, or dress up in costumes out on the street for spare change? Some of those people actually do go on to successful artistic careers.

The ones that DO go on to greater success usually follow the process I just described every time they enter a new neighborhood. They step into all the nearest shops and restaurants, introduce themselves, and buy a little something.

For them, every single one of those businesses is a potential gatekeeper because they could call in the cops to shoo the buskers away.

Instead, the smart buskers are proactive and add value first to the surrounding businesses. That way they establish trust and start generating positive buzz around their work.

Speaking of positive buzz…

Turn the Gatekeeper into YOUR Client!

This method is a little bit trickier, but it can lead to a huge payoff.

There’s nothing wrong with paid affiliate marketing, yet often the most powerful endorsements a business can ask for happen organically and for free.

HOWEVER, there’s only one way to make those spontaneous, free endorsements happen…you have to make the gatekeeper LOVE your service.

Now you and I know that you offer a great product or service, and normally I would recommend charging top dollar for it (because you deserve it). However, for gatekeepers it’s worth giving them either a steep discount or a price tag of $0.00.

Again, it’s all about investing in the future earning power of your network. If bringing on a gatekeeper for free brings in 3 or more converting leads, you’ve already made back your investment and then some!

And with a powerful gatekeeper celebrating your business, the rewards will only keep stacking from there.

Obviously, this strategy and the previous one won’t be possible with every gatekeeper. Still, think them over and see if they apply to you.

Content is Your (Gate) Key

In case you haven’t noticed, I talk about content marketing A LOT on this blog. If you aren’t putting out content already, start now. Seriously, your business can’t afford not to use content.

What you maybe didn’t know, however, is that you can also use content to win over gatekeepers. Heck, even if you don’t already have a steady stream of content over social media or an email newsletter, you can still create content to send out to gatekeepers.

The important part here is to make sure your content is interesting and useful to those gatekeepers. Is it something they could share with their audience? Is it something they  could implement and benefit from personally?

Remember, content marketing is all about building the Know, Like, and Trust factor. If you can build that up with gatekeepers, won’t that open up some opportunities for you?

Circle Around the Gatekeeper

All right, let’s say you’ve set your sights on the biggest, most influential gatekeeper in your industry. Good for you! Great hustle!

But then let’s say that gatekeeper is completely ignoring you. You’ve done everything you can think of to try to add value to their business, or even just get their attention, and nothing is working. What now?

First off, don’t give up on that person. Knowing the specific individuals you want to have in your network is a critical strategic practice, so keep that up.

Second, you want to look around that person to see what other opportunities might be available.

Maybe it’s just a question of reaching their same audience in a different place. Do their clients all have a different website or blog they like to visit? Do they all happen to hang out in similar coffee shops?

If you really need to connect with the gatekeeper personally, then look around at their own network and see who is less busy and more in need of help.

Maybe there’s a long-running sponsor of theirs that has never quite reached their same big-name status. Could be that there’s a personal connection there. Get in good with that sponsor and you’ll have a path to the gatekeeper.

Meet Them in Person

In-person meetings will always be the best way to build the Know, Like, and Trust factor.

Find ways to meet those gatekeepers in person. Trust me, it’s worth whatever travel you have to put in.

Keep in mind too that it’s often easier and most effective to meet them in casual, low-pressure environments. Can you find out their favorite store, restaurant, or bar? If so, that’s where you’ve got to show up again, and again, and again until you get that meeting.

Now get out there and hustle!

Committed to your success,


Myths and Facts About Pricing

The fact is, most small business owners approach pricing in completely the wrong way.

And to be honest, I don’t blame them. Pricing is one of those areas where business becomes both an art and a science, and it can take a lot of time to master.

Heck, did you know that there are entire books out there that JUST talk about pricing? That’s it! Entire books that just tell you how to set your prices.

If you’re the knowledge-hungry type, go ahead and look up those books. For the rest of you, I’m guessing you’d prefer a shortcut to smart pricing so you can learn the essentials and get on with growing your business.

And that’s exactly what I’m going to give you today!

I think the best way to approach this is myth vs. fact style, since for many of you the key to smart pricing will mean not just learning good habits but also breaking current bad habits.

In fact, I think you’ll be surprised by a lot of what you learn here…I know this stuff certainly surprised me when I was still learning it.

Myth: The Price That Creates the Most Sales is Correct

It’s easy to see why people get this wrong. After all, more sales means better business, right?

Maybe…but you have to keep in mind the bigger picture.

The problem with this type of thinking is that it leads many business owners to drive their prices down and keep them low.

In the short term, this does lead to more sales, since there are always bargain hunters out there ready to snatch up the “cheaper” option.

And yeah, it is technically possible to cruise along with this kind of business…but you’ll never build significant long-term wealth.

Plus, when the economy gets tough, these kinds of businesses are the first to close their doors.

Fact: The Price that Creates Stable Margins is Correct

Now THIS is strategic thinking, and this is where you start to get real, lasting wealth out of your business.

The correct price in your business will always be the price that results in healthy profit margins, so that you can enjoy the abundance you’ve earned and also keep investing back in the growth of your business.

The funny thing is, there’s actually a huge sliding scale here as far as what the correct price is for each business. It’s not a simple matter of always going low or always going high.

For example, most luxury businesses don’t have very high sales volume, because 99.9% of people can’t afford their prices. However, they survive and thrive by cultivating a small, loyal, extremely wealthy audience and selling them increasingly expensive goods.

On the extreme opposite end, you have companies like Walmart, who drive their prices as low as humanly possible but still turn a profit because they sell to a mind-bogglingly huge market.

In both those cases, the companies involved are ALWAYS investing significant money back into their businesses. Wealth comes from sustained and strategic growth, not just short-term profits.

Shopping at Walmart is cheap. Becoming Walmart is expensive. If you want to drive your prices further and further down, you have to plan on truly massive scale.

Myth: Pricing is a Financial Decision

Again, this problem comes from not seeing the big picture, and it manifests most clearly during sales presentations when newbie business owners try to argue down price objections.

The thing is, if your prospects are looking at your price as a financial decision, then you haven’t really done your job.

Because the truth is, money is the perfect excuse to back out of anything scary in life.

If someone is looking at a potentially life-changing opportunity, such as the chance to get in the best shape of their lives through personal training, they can back out and save face by pulling a cost objection. They can convince themselves that they’re being responsible and avoid the embarrassing truth: that they’re afraid and uncertain about what they want.

On the flip side, you don’t get to hike up your prices just because you want or need more revenue.

If you want to sell high, START by selling high. If you want to increase your prices later, demonstrate greater value to your clients and prospects so they’ll know you deserve higher prices.

Fact: Pricing is a Marketing Decision

When you put a price on something, you send a whole bunch of messages to whoever is paying attention.

The price you put on something, whether you mean to or not, sends all kinds of subconscious messages about what the product is worth, what the business is worth, and even what the client is worth.

In fact, this is why it’s possible to LOSE sales by setting your prices too low. Your prospects might look at your cheap prices and think, “I’m worth more than that! I’m going to go find the premium version of this.”

Again, the point of pricing is to create stable profit margins, not just short-term sales.

You want to research your market, choose the highest price they will respond to, and work on building a relationship with your client base so that they’ll want to continuously do business with you and recommend you to their friends.

And what do we call it when you’re building an audience and warming them for easy sales? That’s right, MARKETING!

Myth: It’s Okay to Cave On Random Discounts if it Gets More Clients


They get clients and prospects who come to them and say, “Hey, I really like your business, and I want to sign up/keep working with you, but I don’t think I can afford your current prices. Can I get a discount?”

And then the owner CAVES! They give that person a discount!

Now some of you may say, “What’s the big deal? They got a new client and the client got a discount. Isn’t that win-win?”

No, it isn’t.

The kinds of clients who nickel and dime you for lower prices don’t make for good long-term clients. Paradoxically, they are the people who complain mostly loudly about minor issues, and they try to suck up the most of your time by looking for special treatment.

Worse, they create the perception in your community that you’re a pushover and you don’t really know what your business is worth. In the long run, they make it tougher for you to sell people on your real prices because everyone goes in thinking they’ll get a discount!

Fact: All Pricing Decisions, Including Discounts, should be Part of a Strategy

Some people may argue here that giving out random discounts to people who beg is no different from offering LBOs or from giving out special discounts to influencers.

It’s completely different. It all comes down to managing expectations and strategy.

LBOs have a very specific purpose: they are designed to give prospects a taste of your business and make them feel like they are a proper client already, so it will be a no-brainer when you offer them the chance to continue.

Plus, when you offer someone a discount upfront with the opportunity to continue at full price later, it projects confidence and generosity.

When you sell your full price first, THEN discount it later, it projects desperation.

As you might imagine, confidence and generosity are much more attractive and bring in more clients.

And of course, you can always give out discounts as a simple act of generosity…but make sure the person on the other end really deserves it, and don’t make a habit it out of it.

Finally, it makes plenty of sense to offer discounts to people who can add extra value to your business, such as community influencers or business affiliates. That’s just good strategy.

Myth: Price Erosion is an Outside Force that You Can’t Control

Completely wrong. In fact, I think the only time when price erosion can really hurt you is when you allow it to infect your business.

Sure, you can sit there and make excuses. You blame it on other businesses in your area lowering their prices, or on the economy, or on clients who don’t take your products/services seriously…

But at the end of the day, YOU are the only person who controls your prices, and when you set them too low, or don’t build enough value to justify them, you have nobody to blame but yourself.

Fact: When You Dominate Your Market, Your Prices Become Invincible

The truth is, the only way to get the high prices you want and need to run a thriving business is to become the go-to expert in your community.


Offer the best products or services, CONSTANTLY over-deliver on client expectations, and create a community of clients that you treat like the most special people on Earth.

The goal is not to make the market think your prices are “fair.” The goal is to make the market embarrassed for not paying you more, since you’re already giving them such incredible value.

Because when you really are the best at what you do in your community, your client base isn’t going to consider you an optional item in their budget. In the toughest economic times, they’re going to look over their budget and find ways to trim everything BUT you.

Committed to your success,


SO THAT You Can DOMINATE Your Market

I’m going to give you some killer marketing advice today SO THAT you can dominate your market and get more loyal clients than you’ve ever had before.

See what I did there? You will in a second.

A few months back I learned the “so that” trick at one of my live events (that’s right, I learn just as much as my attendees do at my events) and I’ve been thinking about it a lot.

It’s a really brilliant trick, and I want to show you why.

See, I’ve told you over and over again that your job is to sell BENEFITS instead of features…but that doesn’t mean that features aren’t important.

Because really, the mistake of selling features is a common mistake for all first-time salespeople across all industries. And there’s a totally innocent reason for it.

If you truly love your industry and your service or product (WHICH YOU MUST) then you are probably obsessed with your features.

Dare I say you even nerd out about them? Maybe just a little bit?

And in some ways that’s a good thing. All great sales and marketing begins with enthusiasm, so you can use your enthusiasm for features as a starting point.


The Magic of SO THAT

The magic of the “so that” trick is that it creates a link between you and your client so that you can fill them up with your enthusiasm, turn it into THEIR enthusiasm, and have them DEMAND your services.


I’ll explain with a simple formula:

[Your Feature] + SO THAT + [Their Benefit] = Successful Sale

Wherever you are in the sales process, you should use this formula. It will work for sales copy, sales presentations, even just casual chats with strangers at the coffee shop.

It works because it gives you a chance to display your enthusiasm for the feature, while linking that to something the client can get enthusiastic about – the benefit.

Because the truth is, your clients are never going to see those features the way you do. They don’t have your specialized knowledge and experience. But if you can show them a clear benefit of each feature, they will absolutely get excited about that.

Now the truly amazing part of the “so that” trick is that, once you get good at it, you can keep chaining together more and more benefits SO THAT you can be more persuasive SO THAT you can close more clients SO THAT you can earn more freedom and abundance SO THAT you can build a long, happy life for you and your family!

See what I did there?

Putting SO THAT Into Action

I want you to start thinking about ways to use the SO THAT trick in your own work…

Start writing down your ideas, and start keeping an eye out for this trick in other people’s sales copy (I promise you I’m not the only guy using this).

And keep in mind that this trick works in pretty much any industry.

Here, I’ll give you some examples to prove it to you (none of these are direct quotes, but you can find similar things out there).

“This car comes with an A/C system that will activate before you even open the door, SO THAT you can step into a cool, comfortable ride every time!”

“This jacket has a nice, subtle earth tone to it SO THAT it will fit perfectly with any pair of pants you own!”

“I’ll walk you through this free risk appetite test SO THAT we can give you an investment plan tailor-made to keep you feeling confident and happy about your future!”

“This rifle comes with a powerful, adjustable scope SO THAT you can line up the perfect shot every single time!”

Real Estate:
“This kitchen window opens directly into the backyard barbecue SO THAT you can keep the party going indoors and outdoors at the same time!”

Now go try it out yourself: list out your 10 favorite features for your product or service and come up with a SO THAT for each one of them.

Then, take each of those sleek new sentences and figure out where you can plug them into your sales copy SO THAT you can increase your sales!


Committed to your success,


Believe in Your Inner Game

I’m a big believer in the “inner game.”

The thoughts that occupy your mind and the people that you surround yourself with are responsible for 99% of your actions, emotions and outcome.

The brutally honest truth is that many people blame outside circumstances for their outcome when, in reality, where you are in life right now is a direct cause of your thoughts and actions.

And I want to be absolutely clear about something here: whenever I hop on this blog and start talking about mindset, success, motivation, leadership, or any of these other “big picture” topics, I’m giving you information that applies directly to your life and your business.

If you ever study the greatest leaders and most successful people in world history, you’ll find that THE RULES OF MASTERY AND GREATNESS DO NOT CHANGE. These rules are exactly the same across all cultures, all industries, and all personal circumstances.

The short version of the rules go like this: be honest, work hard, make bold decisions, and take care of the people close to you.

And of course, the people close to you includes YOURSELF! See, personal motivation really is a type of self-care. If you blew out your knee, you would immediately rush to a hospital and get that fixed, right? Heck, even if you just had chronic knee pain, you’d look for a way to fix that.

So why would you ever settle for a mindset that isn’t working? If it’s broke, fix it! All it takes is a little bit of thinking about thinking and the firm decision to make a positive change in your life.

If you’re in a good place right now then I congratulate you on your self-mastery.

And if you’re not in a good place then you have some work to do and I’m here to help see you though it.

Drop The Excuses

You know this to be true about your clients who claim to follow the program you’ve given them and say that they religiously carry out your instructions, yet they fail to achieve their goals. They blame your program, their busy life or some sort of outside circumstance.

The reality is it’s not your program that’s at fault or any outside circumstance out of their control.

See, most people say they want a better life, greater fat loss, a higher level of fitness, more meaningful relationships, bigger success, financial freedom, and happiness…

…Yet their actions prove the opposite.

Maybe this is something you or someone who you know is struggling with.

I’ve got to tell you, it’s a very tough thing to admit that you are the cause of your current situation and outcome and that no one else is at fault but you.

However, there’s something massively empowering about that because anything that you take responsibility for, you can also turn around and improve upon.

Now you might be wondering: what is the root cause of this problem? Why do people keeping wanting one thing, getting something else, and then blaming other people for the outcome?

The culprit here is something that’s called “inner emotional resistance.”

It’s the anchor that most people carry with them their entire lives. This inner emotional resistance comes in the form of guilt, self-hatred, anger, shame, fear, scarcity, greed, and outright laziness. It may have been installed in you when you were young and impressionable. But you have total control over it now.

Inner emotional resistance creates a state in your mind that makes you believe that you have zero control over your outcome.

In reality, you are in direct control of your outcome. And every action that you’ve taken up to this point has brought you to where you are today in life.

There’s nothing more empowering than taking personal responsibility for where you are right now in life. Because in the very next moment you also realize that you are the master of your destiny.

You Are the Cause And Not the Effect.

You have more control than you’ve ever given yourself credit for.

You decide what time you wake up every morning to dominate your day.

You decide if you will hit snooze and choose extra 10 minutes of sleep instead of living your passion and purpose.

(Just think of the message that’s sending to your subconscious mind when you hit snooze on your passion!)

You decide if you’re going to waste valuable time first thing in the morning by checking in on Facebook, Instagram, Twitter, and scrolling through your emails.

You decide if you’re going to spend the first 15 minutes working on your inner game by reading from a book or listening to an audio program that will help you emotionally, physically, spiritually, or in business.

You decide if you’re going to work out today or make an excuse to skip it.

You decide what you eat, when you eat, and how much you eat.

You’re 100% in charge of the actions you take, the decisions you make, the commitment you show, and the promises you make or break.

Friends, there is nothing more liberating or more empowering than to know that you and only you are 100% in charge of your outcome.

The buck starts and stops with you. And the only thing that is in between you and the incredible outcome that you want for your life is the inner emotional belief system that you carry…and that you must change in order to move forward.

And that dovetails perfectly with the morning text message that I received from ‘ol Craig Ballantyne this morning.

Here it is…

“The failure to act is often the product of inner, emotional resistance than external resistance. To move forward you must give up your excuses. Do not capitulate to external resistance, AND resolve your own internal resistance. A high performer has no margin for such weakness.” – Dan Kennedy.

I believe in YOU! Take Charge!


How to Get the Right Education for Your Business

What do you think of when you hear the word “education”?

Odds are, if you’re like most ambitious professionals, you immediately think “certifications.”

Now don’t get me wrong: certifications are important, and in a moment I’ll talk more about how to choose the correct one.

Still, I want you to understand that education includes quite a lot more than just certifications. It includes the books you read, the methods you test out yourself, and even your social circle.

In fact, I’m even tempted to say that education is an entire lifestyle – it’s an ongoing process of staying curious and always looking for ways to improve yourself and your business.

So let’s talk about your education. I want to make sure you’re getting the right education so you can reach the greatest possible success in your business.

Getting the Right Certification

…is actually incredibly simple.

In fact, the only real tip I have for choosing certifications is this:

Seek knowledge, not status.

Let me break that down for you: you’ve probably seen or heard about tons of different certification programs that sound really flashy and important. You’ve probably debated how much extra money you should throw down for a “prestigious” or “celebrity” program, or even worried that the program you’ve already picked is “not cool enough.”

Go ahead and set all that worry aside, because I can promise you that most certifications will have about the same effect on your career: they’ll give you some better knowledge for how to do your work and build your business, but they will not directly affect your income.

So, if you ever genuinely feel like you don’t have enough knowledge to deliver great work, then go ahead and look into a certification. Pick any one of them that covers your areas of interest and doesn’t seem too sketchy. That’s what they are there for.

Just remember that your present and future clients care ONLY about the results you can give them.

Sure, flashing a certification logo might reassure the occasional prospect who pays attention to detail, but the grand majority of people will judge you only by your testimonials, your referrals, and their personal experience with your work. That’s it.

By the way, this also means that you don’t need a huge long list of certifications. Heck, if you supplement it with your own research and learn by doing, you can probably get away with just one.


If I seem lukewarm about certifications, it’s only because I’m way more enthusiastic about books. I know my own career really took off when I started seriously absorbing books. Paper books, audio books, PDFs – I’ll take books in any form I can find them.

I spend at least an hour every day reading, and I hope you are doing the same thing.

Granted, I do make sure that I’m reading useful books…but the funny thing is, “useful” can include a lot of different things over the course of your career.

I’ve actually done quite a lot of reading on human psychology and storytelling to round out my marketing skills. Ever heard of a book called The Hero With a Thousand Faces by Joseph Campbell?

Maybe not…but that one is practically a holy book for scholars and artists all around the world. It talks about how all the different mythologies on planet Earth are telling the same basic story, because they’re all trying to address the same set of primal human needs.

It’s a fascinating read, but more importantly it has helped me get a real sense of the stories people WANT to hear, which gives me enormous leverage as a marketer.

Now just to be clear: I’m not saying you should lose your focus here. I’m saying you should keep an open mind. It’s totally possible to have both.

I’ll explain a bit more later about how to choose your books, but first…

Execute, Execute, Execute

Your education is only as good as what you put into practice.

You don’t want to become one of those people whose heads are full of useless knowledge…AKA people who do not USE the knowledge they have!

Because at the end of the day, life is dynamic. The advice you get from your education might be outdated, or wrong, or not applicable to your situation.

But the only way – THE ABSOLUTE ONLY WAY – you can sort the good advice from the bad advice is to put all of it into action as fast as humanly possible. That way you’ll figure out for certain what works and what doesn’t.

Sitting on your hands and daydreaming about what might or might not work is a terrible waste of time. Execute. Execute fast. Get your failures out of the way sooner so you can get to your successes and still have time to enjoy them.

And this is especially true for those of you special snowflakes who think your business is “different” and think that the advice of experts doesn’t apply to you. Oh yeah, you know who you are.

Think “gurus” like me are full of hot air? Think you’re so special and smart that you’re going to revolutionize the fitness industry without any help from anyone? Awesome. Put my advice into action and prove me wrong.

Although you might be pleasantly surprised by the results.

Your Social Circle

The people you surround yourself with are a crucial part of your education.

I’m including mentors in this section because I think the word “mentor” implies a lot more than just a teacher or an expert. A mentor is someone who knows you and your business on a deep personal level and can inject the exact advice you need at the exact moment you need it.

A good mentor is tough to find…but when you find one, they are worth every penny (and every second of your time).

Still, your friends and peers are crucially important too. They’re important because they naturally help shape your daily habits and your personality. Yet, they can also be your greatest sources of information.

I can’t tell you how many times I’ve discovered a mind-blowing new technique to grow my business just by chatting at lunch with my buddies. Of course, these moments are only possible because I make sure to hang out with the best and brightest in my industry, like Craig Ballantyne.

What to Study

All right, let’s dive into the one big question we’ve been building towards this whole time:

“How do I know what knowledge I need first?”

The answer: whatever knowledge will allow you to give your clients a better experience.

Your goal, if you want to create a massively successful, scalable business, is to ALWAYS be delivering your clients a great experience – and always be improving that experience to stay ahead of their expectations.

So whenever you stop to plan out your education, whether you’re looking through certification options, book shopping, or considering which mentor to get in touch with, make sure you are always working backward from the client’s experience.

Committed to your success,


How to Become a REAL Leader

I want to teach you the one thing that everyone says is unteachable: leadership.

You know me: I’m stubborn. I like to shake things up. I like to break down stereotypes.

Well, one of the biggest, oldest, and most dangerous stereotypes out there is the idea that leaders are a different species from the rest of us. That they’ve been magically gifted something that the rest of us don’t have.

There’s also the stereotype that a leader is someone with a fancy title…the idea that anyone who is an “authority figure” is automatically a leader.

These are both lies, and I plan to shatter both of them by giving you the correct definition of leadership.

First off, we have to remember that the word “leadership” comes from a verb: to lead. Leadership is an ACTION. Leadership is a CHOICE. Each and every one of us can be leaders IF WE CHOOSE TO BE.

In other words, the path to becoming a true leader is not really about who you are, it’s about what you do.

Leadership is when you charge toward your true purpose and inspire others to help you through discipline, focus, and generosity.

Now odds are, if you’re reading this post you are a highly motivated professional, a business owner, or an entrepreneur. That means leadership is absolutely critical to your success. And to make sure you’re really prepared for leadership, I’m going to break it down piece by piece for you and explain.

Your True Purpose

This part comes first because it’s the most important. If you don’t start with this, your discipline, focus, and generosity won’t amount to anything.

Your true purpose is your vision for how you want to change the world. It’s the thing you care about more than anything else at a gut level. For many people, it’s something they feel first and only find the words for later.

The good news is that you don’t have to have a perfect definition of your true purpose right from the start. To be honest, it can take many years to find the exact words for it. I know it took me quite a while personally.

The OTHER good news (although maybe slightly scarier news) is that you should start to shape your true purpose by taking action NOW. If you haven’t already, start working exclusively on projects that tug at your heart, the things you care about on a gut level.

That sounds so simple when I put it down in words…but I’m constantly surprised by how many people don’t follow this advice. I understand why though: the world is full of bad advice peddled by mediocre people. If you aren’t careful, they’ll turn you into one of them.

However, there is always a way to rise above the sea of mediocrity…

If you aren’t sure about your true purpose, or you suspect you may be following the wrong purpose, here is what you need to do:

Take some time, even if it’s just an hour, to sit alone with yourself and ask, “What do I really want for myself and for the world?”

Now for this to work, you have to be 100%, completely honest with yourself. Don’t worry about what’s realistic, don’t worry about what other people will think, just be honest.

Because the truth is, your true purpose doesn’t have to be realistic. Realism will come later. And it doesn’t necessarily have to be popular, because you’re going to use the tools of leadership to prove all the doubters wrong.

Your true purpose just has to be genuine.

To give you an example, I started my fitness franchise Fit Body Boot Camp with a very clear true purpose. We call it the 2020 Vision – our goal to get 20% of the world in healthy shape by the 2020.

Is that a realistic goal? I don’t know. 20% of the population right now is about 1.5 billion people. In 2020 that number will be slightly higher.

However, I didn’t choose those numbers because they’re realistic. I chose them because I dream of a healthier world with every fiber of my being. And as long as I have that and I keep behaving like a true leader, the 2020 Vision will come true.

And true purpose leads me to another important idea for today…

The culture of any team or organization always begins at the top.

This means that whatever your vision is, your team will never care about it as much as you do. With time and careful decision making, you can get a team who cares 95% as much as you, but that’s the maximum.

That’s why YOU need to be a diehard believer in your own vision. Nobody else is going to do it for you.


This one is fairly simple. If you want to be a true leader, you need to work hard and work with discipline.

That means you need to master time management. Be conscious and deliberate about how you spend every hour of your day, even your “off” hours.

Script out every day the night before, placing your most important and scariest tasks at the top your to-do list so you make sure you get those done.

Whatever your vision is, you as a leader need to dive deep into the 5% of tasks that will do the most to drive that vision forward.

I, for example, am an entrepreneur and a business coach. I build businesses and help others do the same. Therefore, I spend the vast majority of my time selling and marketing, talking over phone and email with my coaching clients, and reading/listening to/talking with my own mentors to make sure my knowledge stays cutting edge.

If you’re an entrepreneur, you should be doing exactly the same. If you’re something else, you should find the most successful people in your field and study them obsessively to figure out how they operate on a daily basis. Then copy them.

And remember, culture starts at the top. If you want a team of disciplined people working for you, you need to start by demonstrating discipline yourself.


This one is sort of related to the previous point. A great leader DOES take responsibility for everything that happens in their business or organization…but they do not micromanage. That just takes away time from their critical 5%.

Like discipline, the best way to spread focus in your organization is to demonstrate it at the top. As long you clearly state and restate your true purpose, and you take actions that serve your true purpose, then your organization will naturally build a sense of focus just like you have.

Now when it comes to getting focused people on your team, there’s a bit of a twist here. Because really, the best employees in the world are actually mini-leaders. In fact, I often tell my own team that I don’t want a bunch of “employees” working for me – I want a team of entrepreneurs.

Because here’s the thing about my 5% rule…even though you as a leader should only work on your 5%, the other 95% still needs to get done for you to succeed. And for you to reach truly massive success, that 95% needs to be done well.

And to get the 95% done well, you need to hire people who consider those tasks part of their personal 5%.

Hire copywriters who are obsessed with words. Hire accountants who are obsessed with numbers. Hire HR people who are obsessed with nurturing. You might see those 95% tasks as pure drudgery…but someone out there leaps out of bed every morning excited to do those exact things. So find them and let them take care of it.

By the way, those obsessive self-starters might not be the most qualified or skilled people knocking on your doors when you start hiring. Choose them anyway.

Sure, a qualified, highly skilled self-starter will always be the holy grail…but those people are rare, and they get snatched up quick. So when push comes to shove, always hire for passion. Those people will learn faster and turn out better work than someone who looks good on paper but doesn’t have their heart in the game.

In fact, the best way to build a team of superstars is to grab passionate talent while they’re young (career-wise, at least) and let them grow within your organization. That way, you’ll get an intensely loyal team who knows exactly what you need and want from them.

Which leads me nicely to my final point…


This is a really big one.

Let me remind you for the final time that CULTURE STARTS AT THE TOP! If you want an organization full of generous, dependable people who have a habit of giving first and asking later, guess what? You need to set that example first.

Now I hope I don’t need to remind you to be generous to your clients/customers…however, I’m about to give you a business insight that a shocking number of people miss out on.

If you want to build a truly successful business, you need to treat your employees with even more generosity than you treat your clients/customers.

Does that sound crazy? Trust me, it works.

I’ve been putting this idea into practice for years now and even though I’ve had a few people take it for granted, the vast majority of my team appreciates it. And I’m proud to say that they deserve it. I’ve got my team of superstars, and they’re happy to keep doing amazing work for me well into the future.

So be a go-giver. Demonstrate the value of generosity with your own actions, and one day you’ll turn around and find a team of wonderful people supporting you.

Committed to your success,


5 Ways to Increase Your Creativity

If you have made it to this page, you are a creative professional.

Does that sound weird? Are you used to thinking of “creative professionals” as designers, writers, architects, etc.?

Well the truth is that you are just as creative as any of those guys…

IF, of course, you’re doing your job right.

I’m always telling you that your top duties as an entrepreneur are marketing, selling, and leadership. Well, if you want to excel in all three of those areas then you need a lot of creativity.

And again, I want to really be clear about what I mean when I say “creative.” See, there are a lot stereotypes surrounding the idea of creativity. A lot of people want you to believe that anyone who is creative is automatically an artist, and that you can’t be creative if you’re not an artist.

This is a lie. I’ll give you the true definition of creativity right here:

Creativity is finding elegant solutions to serious problems. Creativity is finding connections between things that don’t seem related. Creativity is taking the boring and difficult parts of life and making them fun and easy.

Now with that definition, think about all the people who have found massive success in the worlds of business. And I don’t mean the people who lucked out and accidentally landed in positions of power, I mean the true entrepreneurs who built something amazing using their own vision and leadership.

See how these people made a habit of solving problems? See how they were able to combine things that nobody else thought to combine? See how they turned “boring and difficult” into “fun and easy”?

Here, let me show you an example. (If you want to just skip right to my tips, scroll down until you see a picture of a window.)

The Insult

Obviously, this example hits close to home for me as a lifelong fitness professional, but the image I’m about to show you will probably look familiar to anyone who as a set of eyeballs. It’s just that iconic.

Ah, yes, “The Insult That Made a Man Out of ‘Mac’.” Even if you don’t recognize this exact image, you probably have seen one of the dozens of parodies that have turned up over the years. It’s a legendary piece of marketing, and it’s become thoroughly stuck in our cultural memory.

Now, to really understand why this image is important I’ll need to break down the history surrounding it.

The ad, of course, was created by Charles Atlas. He was a marketer, bodybuilder, and public figure who had his heyday in the 1920s. He was also a fine example of the Immigrant Edge, by the way, since he originally came from Italy.

Obviously, bodybuilding had existed in one form or another for centuries before Atlas came along. However, it had always been a niche culture. For example, “musclemen” lifting huge weights were popular in the 1800s, but they were usually included alongside the freak show. Audiences were fascinated, but they didn’t daydream about looking like musclemen themselves.

Charles Atlas changed that completely. In fact, a lot of experts credit him as the grandfather of the modern bodybuilding industry. Why?

Because his ads created an EXPLOSION of interest in personal fitness. What was once a niche rapidly became a booming industry, with thousands of newcomers clamoring to snatch up every piece of workout advice Atlas could sell them.

Even athletes, who had mostly stuck to their own world and their own specialized training, started showing up to bodybuilding competitions.

Now here’s the funny thing…a lot of people look at Charles Atlas ads now and say that they’re “cheesy” or that they are “painfully obvious.”

And that leads me to an important insight about creativity: truly groundbreaking creativity only looks “obvious” after the fact. Until someone puts in the hard work, careful thought, and leadership to create something important, the next great innovation is a total mystery.

It’s easy for us to look back on Charles Atlas now and see his work as an “obvious success.” But that’s only because we weren’t there for the many painstaking hours he and his team put into researching people’s problems, building those into a compelling story, and drawing those eye-catching comics.

So if you’re already daydreaming about Charles Atlas levels of success, then start thinking like he did: look for problems to solve, try combining existing solutions, and make your work FUN for you and others.

In other words, GET CREATIVE! These tips will help you get started:

Tip #1 – Work in Front of a Window

This may not seem like a big deal to you right now, but try split testing it. Spend one day working in front of a wall and another day working in front of a big, clear window.

What you should notice, according to research (not to mention my personal experience), is that you work faster, think more clearly, and come up with better ideas in front of the window.

Weird, isn’t it?

It has to do with psychological framing. When you have a window in front of you, you can see the open sky. That means you’re getting a ton of the color blue (which is a very creative color) AND you are constantly visualizing a wide open space.

Visualizing an open space gives your mind room to have BIG thoughts and explore many different possibilities, which is exactly what you need for creative thinking.

Now obviously, you don’t need to spend every second of your day in front of a window. That would be silly. But do keep the window trick in mind for when you get writer’s block on your sales copy, or you just can’t quite picture how you want your logo to look. The window might give you the extra space you need to get the idea stream flowing again.

And of course, if you can’t find a window to work with, you can substitute it for a large, well-lit room with blue walls. Same effect.

Tip #2 – Keep a Regular Sleep Schedule

People get so weird about sleep. I see so many ambitious people trying to get by with 4-6 hours of sleep per night. That’s silly enough to begin with, but then they try to wear it as a badge of honor and say “Look at how hard I’m working! I barely ever sleep!”

Guess what? If you spend all your extra waking hours doing sloppy work, you aren’t productive. In fact, odds are you’re way less productive than the people who sleep reasonably.

Because here’s the tricky thing about sleep deprivation: the first things it takes away from you are the exact things you MUST HAVE to do great creative work. These include patience, focus, a stable mood, and alertness.

So get your sleep. 7 hours is good; 8 hours is better. Every night, preferably at the same time (this helps you get a better rest and have more energy during the day).

Tip #3 – Write Out Your Bad Ideas

This is good for when you’re really stumped on a particular problem.

How often have you found yourself grasping for a solution to a problem in your life, and you’re sitting there fidgeting because your head is swarming with obviously wrong answers and you’re just waiting for the right answer to rise to the top?

Happens pretty often, doesn’t it?

When that happens, just write out or doodle all the wrong answers until you’ve listed them all. Seriously, take a second to not care about being right and jot down EVERYTHING.

This exercise will almost literally clear the bad ideas out of your head and make room for good ones. Or, you might notice unexpected connections between bad ideas that actually morph them into good ideas.

Tip #4 – Get Curious About Art

Part of your job as an entrepreneur is to know a little bit about everything.

So while you’re at it, why not learn a little about the arts?

Sure, your top priorities in your reading time should always be business, sales, and leadership, but make some room for the artistic classics too. Literature, poetry (a favorite of Tom Hopkins, by the way), paintings, sculpture, music – take your pick.

I say “classic” because you don’t want to waste your time on mediocre art. There’s not a lot for you to learn there. The classics are usually a safe bet, but really, any piece of art that jumps out at you and sticks in your memory is worth a closer look.

All artists are, on a really deep level, problem solvers. Just like you. If you take a close look at their process, it’s really a series of careful decisions that all center around the basic problem of “How can I make this thing say what I’m trying to say?”

So keep an eye out for hints about the way great artists think. There’s a lot for you to learn there.

Tip #5 – Rest Actively

Some of our best ideas come to us while at rest. Esteemed geniuses in business, the arts, and the sciences will often admit that their best ideas came to them in the shower.

Of course, the kind of rest matters quite a bit…

If you really want to open your mind to new ideas, steer towards “active” forms of rest.

This can include thrilling activities like surfing, which I know from experience creates a helpful blast of dopamine and lets me release a lot of muscle tension.

This can also include slow, repetitive movements like nature walks, meditation, or yoga.

The point is to hit that sweet spot where you have just enough activity to keep your brain going, but not enough activity to keep it distracted. That’s when the best ideas, and the best connections between ideas, really have room to grow.

There you go! Now go out there and get creative!

Committed to your success,


1 Big Lesson on Greatness and a Gift from a Friend

Scott Dolloff, a friend of mine and creator of RainMaker Martial Arts Software, recently sent me an awesome gift: a replica of Alexander the Great’s helmet.

Not only does it look incredibly cool sitting on my desk, this helmet reminds me of a great story…

A story that has an important message about how to achieve greatness.

On this blog I talk a lot about how to have an empowering mindset, how to reach your full potential and achieve the most you can in your life.

So who better an example to follow than Alexander the Great?

For a guy who only lived to age 32, he accomplished more than most people could ever imagine. In his lifetime, his homeland of Macedon went from a moderately sized Greek kingdom to one of the largest empires in world history.

And Alexander did all that without losing a single battle!

Now you might think that success like that would go to the guy’s head… that he might have been a bit egotistical in life…

You’d be wrong. And that’s why you need to read the story I’m about to tell you.

Before I can tell you the story, there’s one other guy I need to introduce…

The Philosopher

Alexander the Great is pretty well known (just look at the dozens of cities that still have his name today) yet you may not have heard of the other character in this story.

This guy may not have dozens of cities named after him, yet he was still an important man. To this day he is one of the most influential philosophers in world history…

…who also lived in a brass tub and mostly made his living as a beggar.

AND he coined the word “cynic.”

His name was Diogenes.

Diogenes sounds weird, doesn’t he? Maybe you’re wondering why anyone would ever want to listen to him…

Two things:

First, when he used the word “cynic” it just meant “dog-like,” which mostly describes his personality. He was a man of simple needs, he was happy to be alive, and he had zero patience for scoundrels and liars.

Second, Diogenes truly was a wise man. A lot of his most thoughtful quotes are still with us today, like this one:

“Simply to live is not evil, but to live a worthless life is.”

See, for all his strange behaviors, Diogenes respected hard work, and he was quite optimistic about human life. He just thought people needed a little more humility and little more honest hard work.

Now, by the time Alexander the Great was emperor, Diogenes was an old man. A humble, old, somewhat grouchy man living in a brass tub. Alexander was young, full of glory, and traveling around the world with a posse of brilliant advisors and loyal, elite soldiers.

Here you’re probably wondering how on Earth these two men relate to each other. What could they possibly say to each other? How could they possibly cross paths?

The answer is shockingly simple…

Alexander the Great was a huge fan of Diogenes, and he went out of his way to visit him one day.

The Story

That’s right: Emperor Alexander, the most powerful man on the planet, specifically chose to visit Diogenes, the beggar living in a tub.

That’s pretty mind blowing already, yet wait until you hear their conversation…

It’s a warm afternoon. The city bustles with people, the roar of their conversations echoing through the stone streets and alleyways. Diogenes sits half asleep in his brass tub, sprawled out like dog to soak up all the sweet sunlight.

In comes Alexander and his posse. Their presence is unmistakable – crowds part before them and sit watching in awe. Their heavy armor clanks and glimmers. They walk with high heads and stoic, unflinching faces.

Alexander spots Diogenes and walks directly to him. He stands so close to the humble philosopher that he casts a shadow over him.

“Greetings,” he says, “I am Alexander the Great. I come to you as an admirer. Much of the world belongs to me. Tell me what you want, and you shall have it.”

The crowd goes quiet, wondering why their emperor would stop to speak with such a strange man. Diogenes only groans and waves his hand.

“I want you to move,” he says, “and let me have my sunlight.”

The crowds’ jaws drop. The soldiers rattle their blades. An advisor approaches Alexander.

“How dare he insult you my lord!” says the advisor, “We will have him arrested – or worse.”

But Alexander raises a hand for silence.

And he steps aside and lets sunlight fill the tub.

He looks out over the confused crowd. Everyone’s jaw is hanging open. He explains himself with just one sentence:

“Truly, if I were not Alexander, I would wish to be Diogenes.”

The Lesson

Ever since that day, this story has been told and retold by countless different people in cultures all around the world. As you can probably see, it is quite a memorable story.

But what did Alexander mean by those famous words? What lesson was he trying to teach the crowd and his men?

Scholars and historians have come up with all sorts of answers here, yet I think the answer is really quite simple…

Greatness and humility go hand in hand.

This is such an important lesson, and it’s one that needs to be spread far and wide. See, I meet a lot of ambitious people in my work, and so I’ve come to recognize a lot of the mistakes that come with ambition.

Heck, back in my younger days I made a lot of these mistakes myself…

Too many people think that greatness comes from shoving your way into power, thinking you’re the smartest person in the room, and stepping all over the little guys on your way to the top.

However, that kind of behavior leads directly into failure.

True greatness comes from solving other people’s problems. It comes from making big promises and delivering even more than you promised. It comes from being warm, and generous, and kind to the people you want and NEED to help you.

And most of all, greatness comes from recognizing that you are always coachable. It comes from letting yourself be humble in front of those who are wiser than you and willing to challenge you to do better.

I’ve been a business coach for a while now, long enough so that many of my clients are far along on their own paths to greatness.

And I can tell you that 100% of the people who made it big and continue to make it big are the people who have grand visions and big ambition, but who still allow themselves to be coached. These are people who graciously accept constructive criticism and work their butts off to turn it into action.

Do you understand what I’m saying?

Do you understand the power of greatness and humility?

Are you ready to learn, take action and grow a business that will help thousands of people and let you live a lifestyle of freedom, happiness and abundance?

Committed to your success,


5 Tricks That Will Take Your Video Sales Letter to the Next Level

I can make your video sales letter get more sales than it’s ever gotten before…

I just need to you pay attention to the 5 all-important tricks I’m about to give you.

I’ve noticed lately that a lot of you fitness business owners are going for video over everything else. You don’t want to blog, you’ve already automated your email, and you certainly don’t want to mail out letters.

Personally, I’m all about having as many poles in the water as I can get…

But I understand – video is fun! And it’s getting a lot of attention right now. You probably already know this, but I’m big on YouTube marketing.

But I gotta tell you…video sales letters require just as much care and technique as any kind of written content.

That’s why I’ve put together this list of 5 amazing tricks you can use to take your VSL to the next level.

Trick #1 – The Benefit Headline

What, you thought headlines were only for articles and blog posts?

Nope, headlines are just as important for videos – if not more so.

Think of all the millions upon millions of videos on the internet. Why should anybody watch yours?

You’ve got to grab their attention with the title – or headline – of your video. And I’m going to show you a simple, proven formula for doing that.

Here it is:

# Things + Amazing Result – Pain Point(s)

# Things is an odd number of some powerful object that your prospect will get from your video. It can be “Tips” or “Ways” or “Steps” or “Secrets” or, hey, even “Tricks.”

Amazing Result is a very clear benefit that is important to your prospect. “Lose Weight” or “Get in Shape” or “Shed 40 Pounds” – something like that.

Pain Point is something that your prospect doesn’t want to do OR doesn’t want to lose. Maybe your prospect doesn’t want to lose “Eating Ice Cream.” Or maybe they don’t want to “Spend Hours on the treadmill.”

Put those all together and you have a must-click headline! If you want to see an example of an effective headline, check out this video of mine. (Since this video isn’t exactly a VSL, I only follow part of the formula. Still, it worked!)

Trick #2 – Paraphrase

Odds are, you’re going to have text in your video at some point.

If you’re camera shy, maybe you’ll just talk over a PowerPoint-style slideshow, or you’ll have an animator draw little doodling over a white screen while you talk.

Or you’re like me and you consider it part of your 5% to hop in front of the camera and get your face out there.

You’ve probably noticed in my videos that I usually have a wipe board behind me where I write or draw out whatever I’m talking about.

And if you listen really carefully, you’ll notice that what I say out loud is different from what I write on the board.

This isn’t just me be lazy or forgetting my lines – there’s an important reason for this:

When you paraphrase the text in your video, your prospects pay more attention.

Weird, isn’t it? But it makes sense when you think about it…

If the words you speak and the words on screen match up perfectly, that means your video becomes predictable.

In other words, your video becomes boring.

BUT, if the words on screen and the words you say are different, your prospects’ brains will naturally pick up on that and try to reconcile it. As a byproduct of this effect, they’ll absorb more of your pitch and have better odds of converting.

Trick #3 – 3X Your Money Back Guarantee

You probably already know that your video (along with everything else you do) needs to include a money back guarantee…

But HOW are you including that money back guarantee?

Let me tell you: if your prospect only has one way to get their money back, you’re making a huge mistake.

Remember, the whole point of a money back guarantee is to build trust with your prospect. The last thing you want to do is make it look half-hearted for feel like a formality.

So that means you need to give your prospect three different conditions for when the guarantee kicks in.

The first one is obvious, and it’s probably the one you’re already using:

“If you don’t see the Amazing Resultafter using my product, you can have your money back.”

Makes sense, right? Now the next one is where you prove how generous and trustworthy you are:

“If you don’t feel good about my product after using it, you can have your money back.”

Notice how this condition technically still works even if your product does what it’s supposed to. It’s basically a loophole, right? Some unethical person could enjoy your product for free at this point.

But that’s not a problem, because 99% of people will read that condition and feel really touched that you trust them so much. And because you trust THEM, they will trust YOU.

Finally, the third condition is where you make yourself look even more generous:

“If you don’t like the sound of my voice, you can have your money back.”

You can come up with your own version of this one, but the basic idea is that you want something silly that has nothing to do with your product. This keeps your prospect paying attention and show them that you don’t take yourself too seriously. That way, they see you as a trustworthy, real person instead of a sleazy salesman.

Trick #4 – Imply Your Prospect Has Already Decided to Buy

This trick is so incredibly simple, but you have to keep it in mind all throughout the writing process.

And if the spoken part of your video is different from the text, you need to use it there as well.

This trick has to do with frame of mind – both yours and your prospect’s.

Here’s how it works:

Whenever you describe what your product includes or how to works, always use words that make it sound your prospect has already bought it.

For example, if you’re listing off some of the topics of an info product, you say “Youwill discover this, this, and that.”

Or if you’re reminding your prospect of the benefits, you say “Your waistline willshrink by 3 inches or more once you use my product!”

If you want to see a full demonstration of this idea in action, check out the mini VSL I have included on one of my sales pages.

Remember how I said this trick has to do with frame of mind? Here’s what I mean:

You prospect will think of your product as something they have already decided on, making them more likely to commit.

YOU will project an aura of confidence in your product, making your pitch more convincing.

Trick #5 – Highlight Subliminal Words

This last trick is also incredibly simple, but perhaps more difficult to master…

For this one, you want to pick your power words and put their font in red.

Now the really really important thing to remember here is that it doesn’t matter WHERE the words show up, only WHAT those words are.

You want to choose words that capture the overall feeling of your pitch – the primary emotion or action you want your prospect to associate with your product.

Here are some example words: Yes, Buy, Fast, Easy, Great, Simple, Life-Changing, Best, Purchase.

When you make a point to have these words pop out, most of your prospects won’t even notice the difference – but the will FEEL the difference in a big way.

This trick may sound like a really tiny thing, but it’s not – picking out the right power words is one of the biggest topics of my live coaching event, Bedros Live.

Committed to your success,


The 2 Stories You Must Tell if You’re Selling an Info Product

Stories are more memorable than facts.

Want people to remember a fact? Stick it in a good story.

People connect with stories by default. It takes a ton of work to make people care about facts (why do you think the news channels have so many entertainment programs?)

So learn to tell stories. Learn to sell with stories.

The fact is that you have an idea for an info product…or maybe you even have the product already. The fact is that you’ve used your unique knowledge and skills to create something that will change a lot of people’s lives.

The fact is also that you can make yourself a great living off your idea if you know how to sell your idea.

What is the story that connects all these facts?

What is the story you can tell your prospects so that they’ll buy your product and give back some of the enormous value you’re giving them?

I know what the story is, and I’m going to explain to you.

Actually, it’s two stories…

Two stories: the Nightmare Story and the Dream Story.

Think of them a little like Good Cop, Bad Cop… they both have the same goal, but two totally different ways of getting there. And both halves depend on each other.

So let’s look at how to write each one.

The Nightmare Story

The Nightmare Story is about you.

In fact, the Nightmare Story should be a true story from your life…with one caveat.

You can and should rearrange the order of the events to create the best possible story.

I’ll explain that more in a moment, but first we need to make sure you understand the point of the Nightmare Story.

The point of the Nightmare Story is to position yourself as an expert from necessity who is only slightly better off than your prospects.

Let me break that down a bit…

An expert from necessity is someone who was forced to become an expert in their field because of outside circumstances. This is important to your story for two reasons:

One, it gives your prospect something they can relate to, since they are probably dealing with similar outside circumstances right now.

Two, it makes you look like someone who just barely made it out of their bad situation and has come back to prove that ANYONE can fix their own situation with the right solution.

That second point is especially important because it gets you past the “Expert’s Paradox.”

The Expert’s Paradox is this weird little thing where people want to get top-quality, expert solutions to their problems… but they don’t trust people who actually look like experts. Instead, they just get intimidated and self-defeating because they see the experts as something they could never become.

So back to my original point: your Nightmare Story should position you as an expert from necessity who is only slightly better off.

And the best way to do that is to take all the embarrassing and painful parts of your life BEFORE you found your big solution, and describe them in order from mildly annoying to utterly devastating… even if the actual events happened in a different order.

Then, once you’ve built up all the bad stuff and created this emotional powder keg in your prospect, you hit them with the amazing solution (which would later become your product). This will cause them to experience a huge wave of hope and relief – which puts them in the perfect mood to buy.

And once you’ve got them in that blissful mood, you guarantee the sale by giving them the Dream Story.

The Dream Story

One last note about the Nightmare Story – that story should only appear at the beginning of your sales letter.

The Dream Story is in many ways the opposite of the Nightmare Story.

The Dream Story is all about your prospect, and it should be peppered in throughout your sales letter.


The Dream Story is also a lot simpler…once you’ve done the research.

By “research,” I mean looking very closely at your prospects to see what they want from their goals. Notice that this is not the same as knowing what their goals are.

For example, a lot of people will tell you that they are looking to lose weight. Great, so you sell them a weight loss solution.

BUT, if you really want to sell that solution effectively, you need to understand WHY they want to lose weight.

Maybe they’re looking for more confidence…

Maybe they they want to feel more energetic…

Maybe they’re struggling to get a date…

Whatever their WHY is, THAT is the thing you need offer them in the Dream Story.

In fact, you can pretty much write half your Dream Story by just listing out the whys with the word “Imagine” in front of each one.

Imagine wearing any piece of clothing without having to suck in, so that you can walk around with perfect confidence.

Imagine leaping out of bed every morning refreshed and wide awake.

Imagine walking into a bar and having the guys form a line to try to get your number.

The word “imagine” is important here because it psychologically forces your prospect to picture what you’re describing.

Work on those two stories, and I know you’ll see a huge increase in sales.

Make sure you check out my online info product coaching program. This is where I’ll teach you the same formulas I’ve used to launch my own HUGELY successful info products.

Committed to your success,