If you’re a coach, consultant, copywriter or someone who sells how-to learning products for your niche and you want to be more like the people who have hoards of die hard loyal fans who buy everything offered to them by their gurus, pay very close attention to what you see here
Right now I’m completely immersed in optimizing the
process of acquiring new skills…
. . . I’m 3/4’s of the way through Robert Greene’s newest world class book, “Mastery” . . .
. . . and I’m 128 pages into Tim Ferriss’s newest book, “The 4 Hour Chef” which to my pleasant and serendipitous surprise, fit right in with my current studies because in this book . . . “#1 New York Times bestselling author (and lifelong non-cook) Tim Ferriss takes you from Manhattan to Okinawa, and from Silicon Valley to Calcutta, unearthing the secrets of the world’s fastest learners and greatest chefs. Ferriss uses cooking to explain “meta-learning,” a step-by-step process that can be used to master anything, whether searing steak or shooting 3-pointers in basketball. That is the real “recipe” of The 4-Hour Chef”
At the very section I’m at in Tim’s book right now, I’ve come across something that I believe will dramatically improve your ability to become influential and rich as a coach or a consultant or copywriter.
I’ll let Tim introduce you to this breakthrough in these two excerpts from his book . . .
SEQUENCING: THE MAGIC OF PROPER ORDERING
“His first question when we sat down to lunch was, ‘When you go to pee in restaurant urinal, do you wash your hands before or after you pee?”
I was stunned. ‘Afterwards, sir.’
He looked at me sourly. ‘That’s the wrong answer. You’re a conventional thinker and not rational. I always wash before rather than after.”
—BARTON BIGGS, INVESTOR, IN HEDGEHOGGING
My first visit to the American Kickboxing Academy to train with Dave Camarillo was memorable.
Not because his technical abilities are amazing (which they are), and not because elite judoka fear him on the ground and top jujitsu players fear him on his feet (both true), but because his students were uniformly difficult to deal with.
Sure, you have the UFC champions like Cain Velasquez and soon-to-be champions, who travel to San Jose, California, from around the world to be engineered by the Camarillo machine and the magic touch of Javier Mendez.
But I found the lesser mortals even more impressive.
Blue belts, with far less experience than me, were throwing arm bars from angles I’d never seen and exhausting me from postures I couldn’t break. At first, I assumed it was one or two standouts. No such luck. I began to spot patterns—first principles—that his disciples had wired into their DNA, like marines reassembling guns blindfolded. The positions were the same, pressure was applied in the same places, and each input was paired with its desired output. The 230-lb guys weren’t brute forcing things like I expected—they were attempting to fine-tune in the same way that the 130-lb players had to. Something was different.
His students were infuriatingly reliable.
In contrast, most world famous black belts, often world-class athletes, teach a hodgepodge of random techniques. Daily classes are submissions du jour that leave students to assemble the puzzle themselves. Some succeed, but the vast majority fail. At the very least, students plateau for months or years at a time.
There is no system, no clear progression.
Dave had what other coaches didn’t: a logical sequence.
THE (NEGLECTED) FINE ART OF SEQUENCING
Stan Utley, a short-game (think: putting) golf guru, explains the first distinction we’ll make:
“Form refers to things like grip, stance, and balance. Sequence refers to the order the parts move in. A lot of times, people will think they have poor form, when in fact it’s their sequencing that’s off.”
Nowhere is this truer than in a fluid movement like swimming. Despite having grown up five minutes from the beach, I could never swim more than two laps in a pool. This was a lifelong embarrassment until I turned 31, when two catalysts changed everything.
At the end of January 2008, a friend issued me a New Year’s resolution challenge: he would go the rest of 2008 without coffee or stimulants if I trained and finished an open-water 1-km race that same year. That created stakes, which I’ll explain in the next chapter.
Months after this handshake agreement, after many failed swimming lessons and on the cusp of conceding defeat, a former non-swimmer, Chris Sacca, introduced me to Total Immersion (TI). You might recall this as Shinji Takeuchi’s preferred method. Total Immersion offered one thing no other method appeared to, just as Dave Camarillo differentiated himself: a well-designed progression.
Each exercise built upon the previous, and failure points like kickboards were completely avoided.
The first sessions might include a kicking off a wall in 4-feet-deep water and practicing gliding in a streamlined position for 5-10 feet, at which point you simply stand up. Practicing breathing came much, much later; and learners of TI, by design, dodge that panic-inducing bullet when they most need to: in the beginning. The progression won’t allow you to fail in the early stages. There is no stress.
The skills are layered, one at a time, until you can swim on autopilot.
In my first instructor-less workout, I cut my drag and water resistance by at least 50%, swimming more laps than ever before. By the fourth workout, I had gone from 25+ strokes per 20-yard length to an average of 11 strokes per 20-yard length. In other words, I was covering more than twice the distance with the same number of strokes, expending less than half the effort.
For the first time in my life, I felt better after leaving the pool than before getting in. Unbelievable.
Within 10 days, I had gone from a two-length (18.39 m/2×20 yards) maximum to swimming more than 40 lengths per workout in sets of two and four.
Several months later, having never met a coach, I drove to my childhood beach after a cup of coffee and a light breakfast. I calmly walked into the ocean, well past my former fear-of-death distance, and effortlessly swam just over 1 mile-roughly 1.8 km – parallel to the shore. I only stopped because I’d passed my distance landmark, a beachfront house. There was no fatigue, no panic, no fear—nothing but the electricity of doing something I’d thought impossible.
I felt like Superman.
That’s exactly how I want you feel with any skill you tackle, including cooking.
Structuring Instruction So That Your Client Can’t Help But Succeed
The legendary copywriter/marketing consultant Gary Halbert was, and living master Dan Kennedy is a huge proponent of copying by hand classic winning salesletters.
Their reasoning for doing this themselves (and recommending you do the same if you want to sell more shit with your words) when they were seeking to improve their ability to persuade in print was to ingrain into their conscious and unconscious mind the flow of a sales-getting pitch.
If you want to have the super powers that allow you to captivate and breeze your audience through your own written or video content, I suggest you do the same thing with Tim Ferris’s blog posts or book chapters.
Oh. my. FUCK! his writing (paragraph structure–word choices–chapter length) is SO easy to follow and consume. Even when he goes all nerd on you, he does it in small doses and the prose is enlightening as well as entertaining because it is ALWAYS conversational.
But I digress.
Now back to the main breakthrough that is crucial from you to glean from what you just read above . . .
What is at the root of both of these skills that Tim sought to master?
The fear of death. No one in their right mind wants to drown and no one wants to get beat to death.
To me, a system that consistently and reliably and progressively teaches people to calmly stare death in the face and embrace it, is something to be admired.
And I feel that the direct carry over lesson that both of the systems Tim came upon can help you, help other people face down their fear of financial, spiritual, or even physical death.
Become Friends With The Fact Of Life That Nobody Wants To Wait For Shit
We live in an instant gratification oriented society.
I know this isn’t landing on you with the thud that Einstein’s Theory of Relativity did on the science community.
Yet, the majority of people who pay you for consulting or information products don’t get instant gratification in the form of progress on the outcome they want.
Yeah, I said it. Most of the people who give you money aren’t getting what they paid you for. And now I highlighted it to make sure you see didn’t miss it.
Part of the reason for this occurring is the law of 80/20 that says the majority, 80-95% of ANY segment of society, including the segment of society that is your buyers/clients won’t do a god damn thing with the advice they get or . . . they will implement it poorly and get lackluster results . . . and that 5% will take your advice and start knocking it out of the park.
Clinging to this reasoning helps you be realistic but it doesn’t help you have the biggest and best impact you can.
But I believe that unless you’ve refined a system of progression that won’t allow people to fail in the early stages, that you’re to blame for the shitty or non-existent results your buyers are getting.
“If The Student Doesn’t Learn, The Teacher Didn’t Teach.”
Those are words of a man who was considered to be one of the greatest educators of the 20th century. A man who you could pay $10,000 to and he would teach you how to fluently speak a new language in five days.
The primary reason this self-made man became world famous amongst Hollywood, politicians, and corporate America, and anyone else who could afford his fee was because he refined a masterful progression that led to impressive progress.
So, you can keep blaming your buyers/clients and secretly calling them losers because they don’t take action, or you can take responsibility for making sure that your material and instruction and action plans are laid out in a way that makes it almost impossible for at least 20% of your buyers to make progress that blows their minds.
And remember, progress that blows their minds doesn’t necessarily mean you’ve moved them into the billionaire tax bracket or cured them of cancer.
For the person who’s never sold something online, making their first sale via a website is monumental.
For the shy guy who hasn’t dated in years, getting one date is something magical.
For the person who can’t swim, learning the basics of how to keep yourself calm in the water is seen as lifesaving.
You must keep in mind that the name of the game is progress, not perfection. We all are in love with progress and we all despise unrealistic expectations of perfection placed upon us. Measurable progress in reasonable time is the sweet spot.
“Make everything as simple as possible, but no simpler.”
So now you know that the surest path to create raving fans of your consulting and products is through a progressive learning system that does not allow people to fail, most especially early in the process.
What you’ll see below are some examples of real-life systems from varied, important areas of life that I either have direct experience with myself or that I trust based on an endorsement from an authority whom I trust.
In the midst of expanding more of who you in each of these skill sets, you’ll simultaneously be witnessing and experiencing what a well thought out learning process looks and feels like.
I would highly encourage you to connect with and carry this winning feeling of exhilaration into all of the strategy sessions you have when considering the structure of your coaching process or learning product.
Let us proceed with the enlightenment . . .
I have never used this, but I have zero doubt in my mind that when I go to conquer my fear of water, this is the horse I’m betting on based on Tim’s recommendation.
Tony Robbins turned me onto this master of physiology named Pete Egoscue.
About 14 years ago while training with my dad to run a half marathon, my knee started bothering me when we’d gotten to where we were running around 8 miles.
My dad referred me to his “sports doctor” he’d been going to for years and the guy told me I had Patellar Tendonitis and gave me some Prednisone to take. Weeks went by and the pain was still keeping me from running.
During this time I went and got Pete’s book “Pain Free” and went directly to the “Knee Pain” section and started a doing a once a 30 or so minute a day an idiot-proof mild stretching routine and within less than a week my pain was gone.
It’s been gone for 14 years now. And no other pains have poked up. Even though I’ve gone on to include sprinting and hardcore plyometrics and fast paced circuit training into my fitness regimen.
Why? Because this book addresses the core issue behind chronic pain – a fucked up posture you’ve put yourself into by not stimulating the muscles the keep your bones in the perfect alignment – with a simple to understand common sense approach.
If you’ve got nagging, annoying pains in your joints, go find one of Pete’s books – Pain Free, Pain Free At Your PC, Pain Free For Women, or go to his site and seek out his videos (awesome choice) or go to one of his clinics (even awesomer choice).
Most people have their head up their ass when it comes to building muscle.
And because they take their shitty posture and their shitty ideas of how to get strong to the gym, they end up injuring themselves.
Or if they don’t tap out because of pain, they reach a plateau, then they just coast at the same weight forever, they never get stronger and so they quit.
The desire for instant gratification and the lack of a clear cut path to progress costs gyms countless of thousands of dollars a month in membership fees.
The book “Convict Conditioning” lays out an argument and a system that proves you don’t need weights, fancy machines, a Bowflex or any of the other stuff that the gym industry or the infomercials brain wash you into believing you need to get incredibly strong.
It is written by Paul “Coach” Wade (book is sold by John DuCane – a long time high paying client of Dan Kennedy’s) and the premise of the book is based on what Paul learned about working out after having spent twenty-three years in some of the hardest prisons in America like San Quentin, Angola, and Marion which was the jail built to replace Alcatraz.
This was back in the early 80’s when prisons either had no weights or had a shitty selection. So if you wanted to get in shape so you’d have the best possible shot at protecting yourself, you had to work with your body weight a.k.a. calisthenics.
What I believe this book does masterfully is walk any able bodied person – even the most out of shape beginner all the way to the pro – through an elegant, impossible to misunderstand progression to reach a point where they can perform mighty feats such as perfect form one-legged squats, one-armed pushups, and one-arm handstand pushups and even more… all with lowest possibility of injury.
In less than three hours a week, in a little over three months I’ve turned my muscles hard and I’m proud of how I look naked. Of course I’m not gonna be winning any powerlifting or bodybuilding contests but I’m happy with the way I look and feel and look forward to improving.
Yes, there is a shit-ton of effort that is going to be expended in order for me to eventually do a one-armed handstand pushup but the progression exercises that start me at ground zero and allow me to see progress every week (sometimes it’s minute, but hey, I’ll take what I can get) has allowed me to be proud of myself which fuels my optimism which keeps me from getting down on myself, bored or overwhelmed.
If you’re a fan of bodyweight exercise because you know you’re going to be working out alone, you don’t want to go to a gym because you’re incredibly weak now and are clueless about the “right way” to lift weights, or you’re worried about old injuries flaring up if you hit the weights too hard, I highly recommend you check this methodology out, preferably the video series over the book.
The Michel Thomas Method
If you have any interest in learning French, Spanish, German or Italian you can experience Michel’s Method first hand which is remarkably similar to the shortcut to learning languages that Tim talks about in 4 Hour Chef.
I never took any language classes in school. I’ve never learned another language at home. I was raw when I got to Michel’s French course and I’m highly impressed with how much progress I made in so little time in such an informal atmosphere as my bedroom.
I’m actually happier with his method than I am with Rosetta Stone’s which I’ve spent about the same amount of time with.
Michel’s teaching philosophy and system have been broken down by the expert modeler Wyatt Woodsmall in the book, “The Future of Learning – The Michel Thomas Method”.
When I complete the notes on Eben Pagan and Wyatt Woodsmall’s Advanced Learning and Teaching seminar, you’ll be able to see a ton of the ingenious insights from within this book and many, many more that aren’t.
What you’ll have in these notes is what I’d consider to be the best resource available for showing you how to give system-driven instructions and create engaging content that makes a measurable, concrete and impressive difference in your buyer or client’s life.
So if this is something that interests you, make sure that we have your email address and pay close attention to your inbox so that you’re aware of when these notes are finished. This will be our next release. I’m guessing I’ll be done by the end of January 2013 so you won’t be waiting too long.
All of these systems are out there in the world making a difference in the lives of the people who put their “For Dummies” process to work for them.
Of course not everyone who buys their stuff is getting the best possible results but I believe the biggest reason for this, in terms of these systems, is that the user is getting in their own way.
And of course not everyone who buys your stuff is going to kick ass and take names.
But if you do whatever you can to prepare the people who trust you with their money, to win, and you can market the hell out of what you offer, your fans will help you sell a shit-ton of your stuff and you’ll reach the utopia of having a gifted product that sells itself.
Lewis LaLanne a.k.a. Note Taking Nerd #2
PS. If you want to know the outline for what content to include for all of the popular styles of how-to learning information products (DVD’s, membership sites, CD sets, Books, Coaching/Mastermind groups, Courses, Seminars, Webinars) AND the genius marketing strategy that helps sell them, then you’ve got to get your hands on these information marketing notes I took on Brendon Burchard’s Total Product Blueprint.
Here’s a sneak peek of what awaits you in your kick ass notes . . .
The One Little Bonus That Almost Guarantees Your Perfect Prospect Will Never Want A Refund: There’s one bonus that Brendon added to the offer of Total Product Blueprint that I’ve never seen ANYONE use before that when I saw it, I thought, “God Damn! This guys a genius!” See how he brilliantly and ethically bribes his best customers into keeping his products beyond the guarantee period . . .
Most Powerful Method For Becoming Recognized As An Expert: There have been example after example of narrow-minded and dim-witted people who have no products and no world class marketing funnel that have been spun thrust into the position of world famous experts just using what you’re about to learn here. When you use the marketing strategies laid out here for launching this method you’ll have wedged and ignited a rocket booster in it’s ass that blasts you past 99% of your competition…
The 24-Part Formula For How The Sexiest Non-Fiction Books Ever Written Are Laid Out: You ever wonder, “How the hell could I ever write a New York Times Bestseller book? I don’t know what is supposed to go where and when and for how long.” Well, you won’t be able to ever, ever, ever, tell yourself that again because now you’ve got the recipe from the introduction through every chapter, right through to the introduction . . .
Confessions Of How Giving Away One Specific “Free” Product Led To Brendon Hauling In Over a Million Dollars In Sales: Frank Kern used this same exact strategy and got similar results. And guess what? These confessions include showing you the full dissection of the sales video and the emails used to make all of this possible. Follow the sequence laid out for you here and it won’t be long now till I can include your name in the list of people who’ve crushed it using this strategy . . .
How To Create and Market The Hell Out Of Your Print and Your Ebooks . . .
Your First 6 CD Audio Course For Sale: You, put together a CD audio course like all the real deal pro’s you see on scene? Yep. Brendon lays out exactly what you want to cover on each CD so you’re never wondering what to say and where. Then, he shows the do’s and don’ts of putting together an audio program along with the cheap tools to use all the way down to the inexpensive place to have them shipped and produced professionally. Don’t miss this section if you’ve always wanted to have Nightingale and Conant style product with your name on it . . .
The Simple $25,000 Educators Framework That Reveals The Five Key Areas To Cover In A Teleseminar: Once you know exactly what your listeners need to hear, how much of it they need to hear, and when, in order to be convinced you’re someone they need to throw money at, you’ll have zero worry about whether or not you can host a teleseminar. Laying out your content and timing everything as you see laid out here guarantees you appear just as professional as any pro you ever listened to – if not more . . .
Blow by Blow Analysis For the Most Successful Teleseminar Landing Page He’s Ever Seen Used: Uncontrollable fantasizing about the success that is possible for you comes as a result of witnessing how simple it is for you to adapt these pages and marketing campaigns for your own marketing . . .
How To Create and Market The Hell Out Of Your Audio Programs and Teleseminars . . .
Stop Making Monthly Paid Content Programs Harder Than They Need To Be: There’s only 3 ways to deliver monthly content and once you see the 8 components that need to be a part of each months content in order to keep people paying each month, you’ll feel empowered knowing you’ve got a simple to implement recipe for success with making income appear like magic, month in, month out . . .
The Genius and The Idiot Way To Sell Monthly Memberships/Newsletters: Not everything can be sold the same exact way. Once you see this ultra-specific 12-part outline for what needs to be covered when offering this to your market you’re gonna feel all warm and fuzzy knowing your offer is going to be a sexy beast…
How To Create and Market The Hell Out Of Your Continuity and Membership Programs . . .
Six Factors You Must Include In Every One of Your Webinars – Even If You’re Not Pitching On It: Never be the rambling nervous guy who wings it on a webinar who ends up disappointing and tuning people out. Putting these factors into play on your call will have your audience thinking, “This is one bad muthafucker! I must hear/see/feel more of what he has to share . . .
If This Isn’t Happening Every Twenty Minutes During Your Webinar – You’re Screwing Up Big Time: There’s 8 key elements to selling a shit-ton of stuff on a webinar that you’re going to discover here but you’re wasting your time if you don’t do this one activity every third of the hour . . .
The Ultimate Way To Transform Yourself Into A God In The Eyes Of Your Audience: Getting up in front of an audience and wowing them with your content and presence skyrockets you right past all of your chicken shit competition who hide behind their computer. See the 6 steps to laying out your seminar that slay any fear you have about what to say and for how long . . .
Massage People Into The Relaxed Place Where They Feel Buying a Ticket To Your Seminar Would Lead Them To Ecstasy: Now you get to see the 8 part marketing strategy Brendon has used to sell out every one of his events for the past two years. And yes, this worked even when he was the new kid on the block no one had ever heard of . . .
Make Love To People’s Ear Holes With Your Words: If you want your speaking presentations to get people to surrender to your brilliance and do what is in yours and their best interest, make sure you follow Brendon’s 8 step guide to crafting a speech. And if you’re an over achiever you’ll definitely want to indulge in the Advanced Speech Writing section in these notes . . .
How To Create and Market The Hell Out Of Your Speeches and Seminars…
Why You Don’t Want To Be A Cheap Skate And Only Host Video Online: If you hope to be as famous as a Tony Robbins someday, you’ll definitely want to see the “home invasion” tip Tony told Brendon for why he had to have DVD programs as a part of his product catalog. This is a simple strategy to implement using Brendon’s step-by-step guidance here that puts you in the big leagues . . .
Make This Mistake and You’re Making Sure People Make You Give Them Their Money Back For Your Online Course: We all like to impress our peers. But putting on a show for your colleagues is going to embarrass you when those people are no longer your colleagues because your ass is out of business because you couldn’t sell your information. See the one thing you need to make sure you’re doing with all of your online or offline courses so that you end up in being in the game for the long haul . . .
28 Point Blow-By-Blow Dissection of The Launch Process That Led To One Of The Most Successful Direct-To-Camera Sales Video In The History of The Internet: See the reason why everything – 9 core components for Video 1, the 9 step process for the construction of Video 2, the 7 elements you cover in Video 3, and the 7 killer concepts that led to his finale webinar being a smash success – was done precisely the way it was and the how to replicate this sequence for yourself when launching your very own online course along with every compelling thing you need to include in your sales video…
How To Create and Market The Hell Out Of Your DVD and Online Courses…
Ride The Cutting Edge Of Internet Marketing With Webcasts: First, just in case you don’t know, a webcast is nothing but live broadcasting a video stream over the internet. Think live T.V. but seen on a computer screen. See the details of how this new technology brought in a ½ million dollars for Brendon in four hours. And see the 15 points he covered during those four hours and each tool that made this possible . . .
Hulk Stomp Your Fear Of Starting a Coaching or Mastermind Group Into A Splatter of Nothing: The idea of coaching people or leading a mastermind gathering can be scary as hell. But when you know the 8 key guidelines that are common to all the most successful coaching and mastermind groups Brendon took part in and studied, you’ll be starting off on the most profitable foot . . .
The 7 Core Components To Include In Your Coaching and Mastermind Groups That Make People Love It So Much They Want To Take It Behind The Junior High and Get It Pregnant: Never again wonder what to make available to your clients so that they’ll get maximum value and you’ll get raving fan reviews for what you provide . . .
How To Create and Market The Hell Out Of Your Coaching Program and Mastermind Groups . . .
Along with many, many, many, many, many more elite and specifically explained strategies and tactics that would’ve made this list forever long had I included them all here