The NEW Way To Make Money Online (Sell Them This)

Are you currently in a season where you're looking to create something to sell online and make money? I want to tell you that there's so much money to be made online. However, if you are working on the wrong thing, you'll be wasting your time. And in this conversation, I want to break down what people are actually buying. And here's a hint. It's not courses. It's not your school community. It's not the thing you actually think you're working on. And so, let's break this down.

Welcome to the department. This is the offers department. Excited to be joined. My name is Omar Takori, uh the host of this podcast. I'm also joined with art.mpp4. >> Yo yo >> and Brandon Flakes. >> What's up? >> Aka three dudes with a hat. >> We all look the same. >> And glasses. Hey. [clears throat] Um if you're just watching this or maybe you actually caught us on the last episode cuz that episode kind of is doing really well and you are not subscribed, uh do us a solid, hit the subscribe button. I usually don't ask but what's tend to happening what's tending to happen is that you know people are watching an episode and then you'll never see >> it's like 75% or something >> 75% of people who are watching the podcast are not subscribed. So uh hit that subscribe button but just want to start off with a question uh from your guys's point of view and that is when you think about making money online what comes to mind?

I think selling stuff online like on Instagram like the Instagram shop. >> You think about using a profile? >> Yes. >> That has an audience per se to sell a product. >> Yes. A physical product. >> A physical product. What do you come what comes to mind? >> Uh selling overall whether it's like yourself selling a product that a brand deal is trying to give you or for example me selling the product I provide which is clothing based. Um, so I guess it just depends on who it is.

>> That's great. So, a lot of people do kind of come my way to learn sales and um, it's funny because at one point I used to think sales was icky or sales was sleazy or the concept of it. Uh, but what I found is when you really understand and look at what people are actually buying, they're not actually buying what you think they are buying. And so what mo most people or creators or entrepreneurs or coaches and consultants what they think people are buying is they think people are buying courses and communities and product. I don't know if you guys have seen that post or that picture where it talks about like Nike doesn't sell shoes. >> No, >> I haven't. >> Okay. I found the image immediately with no editing whatsoever. No, [laughter] I'm just kidding. It says, and these are all logos of brands. It says Jeep sells adventure, not cars. Gucci sells luxury, not shoes. Nike sells stories, not shoes. Apple sells creativity, not tech. Supreme sells scarcity, not clothes. Red Bull sells thrill, not drinks. Vans sell authenticity, not shoes. Snickers sell humor, not chocolate. >> Tesla sells innovation, not cars. So like >> the Vans one is a reach. [laughter] >> Was that? >> Yeah, >> but they have authentics. Actually, he's wearing Vans. >> Like Van sells. Okay, sorry. >> Hater, bro. >> That's besides >> you got a billion dollar brand up in the works, bro. >> But does this like imply to the thing that you said about like cleaning ladies don't sell? >> What? What did you say earlier? Like >> dude, you you could be a man who cleans homes, too. I mean, sorry, [laughter] >> just kidding. No, no, that like yes, cleaners don't sell cleanliness. They sell a transformed space. >> Okay. >> Right.

So, what I what I wanted to do in this podcast was just number one, remind you of what people don't care about, which is what we usually do. We usually care about the Zoom calls that we're selling, the the Discord or the workbooks or the the the modules. And when you start making it about that, because usually the be I mean the beginning of anybody I know that wants to make money online is let me create something in the dark and then sell it to people. But the thing you're creating tends to be the thing that you try and sell. And you're trying to sell something that people don't want. Nobody woke up today wanting to get a workbook from you or buy a workbook. So, um, I came up with this acronym for what people actually buy online. And the acronym, if Art, you could put it on the screen, is a topic. A topic. It's a AA T O P IC. We're going to go through these and then we'll be done with this podcast and then we be you can go on your cycling arts training for Iron Man. [laughter] Is it Iron Man or a triathlon? >> It's both. It's an Iron Man. >> Iron Man is a triathlon. Oh, okay. >> But the half Iron Man to be clear. >> The Why? Nobody needed to know that. >> Uh, no, no, no. >> But, okay, that >> would be a fake.

So, a topic. The first thing people are willing to pay for is acceleration. People are willing to pay for speed. So, what's cool about this is that if you sell an outcome in a certain amount of time, people will pay for that. So, for instance, launch your podcast in under 30 days. If I created a course that's that was how to start a podcast, cool. probably be hard to sell. >> Yeah. >> But if I if I led with the promise that you would do it quickly, >> people will pay for that, >> right? >> Same thing. >> What would you say to like things that can't necessarily use speed? >> Like I don't know, say somebody is they teach stocks >> and what they teach it's not going to bring um a result quickly because it because it needs to take time. It's great. >> So, what would you say to that? And probably like other examples that people would have. >> Yeah. No, I mean, you're you bring up a good point. I'm making a note because I Yes, it would fall under a different category. So, acceleration is for the person that can truly guarantee the outcome that like that is what you're selling. Got it? >> So, like the thing is is if you can't then don't use acceleration. I'm just telling I'm wanting people to know what pe what people are willing to pay for. So, if you are making a course, I just want I want people to know that people aren't buying the course. They're buying the outcome of how fast you can get somebody a result whether it's a course or not. That's the thing is like people don't it actually doesn't matter how you do it. It could be a one-day workshop that gives you the blueprint to to do the thing, launch the thing, have the thing. Mhm. >> Um >> would you say the length of the course plays into that if it was literally a course that somebody is selling? >> Dude, I'm I'm so glad you asked that. Um I do think it's totally fine to Yeah. Yes, I do. I do think if you had a program and it was just a 30-day program, >> right? >> Like my the fiveday challenge is a 5-day program. >> Yes. >> Right. So like in 5 days there is a outcome that takes place or breakthroughs that take place within that time span and because there is a limit on that time span there is a perceived value because >> it's like dude like something has to change in 5 days. Yeah, cuz what came to mind for me was like if there's two courses that both offer the same outcome, let's say it's editing, like you're going to be able to do this after watching this course and one of them is a 5h hour course and then the other one is a 30 minute course. It's like oh yeah the 30-minute course it's the same outcome in way less time. >> Okay. You mean like with that dude with something like that I feel like it depends on the buyer. There are some buyers who actually see more value in >> right >> how much they're getting. >> So then how would you uh discern that as somebody who is selling the course? >> You discern it by just doing you whatever resonates with you. I never want somebody to think to themsel when they listen to a podcast like this that's like, "Oh, Omar gave me the permission to do less, so I'm going to do less." >> Yeah. >> That's never the heart and the intent. It's it's are you adding too much? Are you are you trying to prove yourself and and the value you bring by like overd delivering? >> Yeah. Or is there not enough? >> Or is there not enough? So like I mean to each is their own. That's why >> a lot of the question you ask is a very has very nuance answers. But what's funny about a lot of the times people think in regards to selling time, they think using the word cohort is why somebody buys something. Everyone every one of my friends and I love you all. Uh they usually run by the first thing that they're going to like sell to me. >> Mhm. >> Hey, what do you think about this sevenwe cohort? [laughter] And it's like >> sounds like work to me. >> That's fine. Yeah. And and and the reality is like I think they think cohort means money or like if I put together a cohort of something >> more um sophisticated. >> Yeah. Yeah. But it's like again what what what's this going to do for me? >> You know like cohort base. Oh no base, [laughter] you know.

Um so hey department fam, question for you. Based on you listening to this podcast, you probably are either looking to grow your personal brand this year, build your audience online, and just stop chasing business and start to have business chasing you. [music] If that's you, I want to invite you to the content to cash challenge. This is a 5-day coaching experience, a live [music] coaching experience with myself that's done all on Zoom, and you get access to a private community, and it really is [music] unlike any other experience that I offer. By the end of the challenge, you'll have unreal clarity on what you're supposed to do online, and you'll have the insight on how you can make an extra [music] six or even seven figures. Yes, I said seven figures in your business this year. And if any of those things sound great to you, I want you to join the next content to cash challenge. Scan the QR code if you're watching on a television or click the link in the description. [music] Once you go through it, go ahead and upgrade to VIP cuz you'll get an extra hour of bonus VIP Q&A with me every single day of the challenge. [music] And so looking forward to seeing you there. Let's get back into the combo >> acceleration. If you can promise a speed of outcome, people will be more likely to pay more or even just pay for the thing. Imagine creating the reputation that your program, your business, your con consulting, your services literally guarantee So, one of the offers we used to sell, it was at its peak, it got to $15,000, but you had to purchase anywhere between 15 to $25,000 worth of equipment. So, it was about 35 to $40,000 for a day. And it was called dialed in a day. And the idea was most people take weeks, months, years trying to figure out their setup. Well, what if we can just come in and have it done in a day? So, we'll dial it in a day. Get drippy crispy in a day. And it's crazy because I wasn't good at sales when people were buying that offer. >> Mhm. >> But it's because it sold speed. >> Yeah. >> So, I no longer offer that. So, don't ask. >> Speed with a very powerful painoint supporting that. >> Correct. Which time and head time is an object or time is a painoint. >> Got it. like you don't have time to waste trying to get all this tech. What if what if with a push of a button like people oh I will pay for that button whatever and that's what your business could be your business could be the button somebody ch pick or presses right so like >> that's a good way to put it >> I never heard that before your business could be the easy button and it should be >> to somebody's painoint and so um again like still when I think about the dialed in a day season when we were doing those it's still a great offer It is >> um >> why don't you offer that anymore? Just >> it >> cuz it became a lot. >> It became sideways energy. And here's what actually every time you you provide a solution to a problem, it creates new problems. And so what happened was it's like as soon as somebody said, "Okay, I love this." Then they start finicking with it and then they would then I became tech support. Then the idea would have been like maybe we should have some like ongoing tech support, but I ain't got no time for this. And it it's a non-scalable offer unless I boiled it down to like one to three packages. And it was like the the idea was like why don't we just purchase all the equipment and now you buy the equipment from us. It's already put it's already systematically dialed and then we just do like sticky notes and it was just like boom, you do it. But again, >> there's a lot of work. >> I'm good. >> Yeah. Um, and it's still a great business model. It like, dude, it can crush still. Um, but this is a good segue. This podcast is brought to you by our actual gear setup. And if you want the gear setup that people paid $30,000 for, the link is in description or you could scan the QR code on the screen. >> Sheesh. >> Acceleration. I'll just give it to you for free. Is that cool? All right. Cool. Bet.

Okay. The next A in a topic is affiliation. >> Sorry, [laughter] >> what' you say? >> You know how dudes with the name Aaron sometimes? >> Oh, a [laughter] a topic. >> Um, no. The next a is affiliation. >> Affiliation. >> People actually pay to be affiliated with you or with what you do or with what thing you're creating. Now, this isn't for everyone, but this could be for you one day. I didn't know that people would pay to be on this podcast. But what they're getting is they're not just getting to be a guest on a podcast. They're getting affiliation. >> It's kind of like a resume almost or like the way I looked at it is something Yeah. >> I can say when I got hired, I noticed a lot of people that you work with are like, "Oh, what do you do with Omar?" And they're like intrigued. >> Yeah. Because I have Aura. Yeah. No, I'm just kidding. >> No, but it's kind of like, you know, working for Nike or working for like bigger brands like for example Creed at the time. >> Now that I worked at Creed, I can get my foot in the door at like Louis Vuitton. And that's how I looked at it with you like, >> "Oh, I knew Omari or I worked." >> It's kind of I mean, it's a cosign. >> Yeah. >> It's a cosign. It's a It's collaborative. It's what I mean the the idea though is just and this is why branding is so important cuz you can create a brand or a perception that if people can just get around it that they will get what they paid for. >> Yeah. >> And like I always believe people get more than what they pay for but >> but at what point do you know you can sell your um affiliation? Uh that's a great question. I think the answer is uh you don't necessarily even need a name. I did a podcast with Richmond in and we talked about there was a couple people in his mastermind that we did the podcast in front of and I think three of those people paid uh $100,000 to be in the room. >> Yeah. >> And I was like, "What did they get?" And he said, "Status." But how did you get status? Because like Richmond doesn't have like the the most known personal brand. >> Sure. >> Well, there was status in the price point. So, he gave somebody the ability to be affiliated with investing with themsel in themsel at $100,000. >> The affiliation, >> the ability to say that. >> Yes. >> Got it. >> So, that's what affiliation is. This is the idea that like, oh yeah, I'm >> Cuz it's just like your friend Macy says like she invested a million dollars into coaching into herself. >> Yes. >> Uh with Myin and she can use Myron's affiliation, but then also the phrase by itself, I invested a million dollars in myself with coaching. Yeah. No, for sure. >> So that offer in and of itself, if nothing came with it, the reason part of why she bought it was for the affiliation, >> right? Th this is why people are like, "Man, sounds like scams." No, it's because you don't know how to sell. Like, this is why people buy Louis Vuitton. This is why they buy it for status. >> Yeah. Like and it and the reality is is like it it might sound very surface level or shallow but when you buy something you've worked really hard for that you have admired and you know other people kind of admire the world admires LVMH is that yeah like the whole line of brands that when you put it on and when you wear it or when you put it on your wrist if you like dude it does Do you feel cool wearing your Rolex >> 100? >> Why? >> Because of the value attached to it. >> Yes. And the and the and the brand name itself like right like >> Yep. >> Rolex sells affiliation. Now, I'm trying to get people to see these brands that have been doing it for years and decades and and uh centuries. I don't know about centuries. Um I actually I was I'm I'm in the middle of watching a 4 and a half hour documentary on mass manipulation. And I know that sounds crazy. It's so wow. It's on YouTube. Um, >> oh, because >> if you're on my email list, I will send you this documentary. But the idea is it's it's showing you that at a time the US um, the population, they were only into buying quality goods >> that the their purchases their their their purchases were all based on needs, not wants. So if you needed something, you bought something that was high quality, it got better with time, it served you, and that's how the world that's how the US functioned. And then it was actually a parade in like 190 whatever where cigarettes were a thing, but women didn't smoke cigarettes. And this guy who would be brought in by he'd be consulting different countries and different economies. What happened was they got all these journalists ready at a certain block of the parade and they got all these beautiful women to walk smoking cigarettes and then it was like the for the f the people were like wait it made the front page of the New York Times and it was like women smoking cigarettes which became a symbol of like I own me like I I got like I need a man. And so cigarette sales went up 50% cuz women started buying cigarettes. But what were women buying? Were they buying cigarettes? >> No. >> No. And this this started a cycle in marketing and in persuasion and sales where now America they were buying things they wanted. Mhm. >> They were buying things that made cars and now car brands mattered. Like branding mattered like at one point at one point it didn't matter. >> Yeah. >> It was it was freaking Jesus sandals and and cloaks, bro. You know, but but it's a beautiful thing. It's a beautiful thing to to understand why people are moved to make purchases and and so when I say affiliation, I also mean status. I also mean uh affiliated to create a feeling. People pay buy things for a feeling, you know. So, um, so that's the second A.

Okay. The third thing people pay for is a transformation. So, now I'm going to go back to your stocks. >> Okay? So, how can you guarantee somebody an outcome in stocks fast? Well, one is you can you can sell something like, you know, become a pro at stocks in under 60 days. You could do that. >> Sure. >> But sometimes a transformation could be a skill set, >> right? Right? So like being a six-figure day trader is a transformation and that might take a year. So maybe the thing you sell is a year-long program or you have access to something for so but you need to know if what you're selling needs or can be a transformation. You know, there's somebody in the program that wants to start helping cosmetologists build their business in a way that gives them the freedom, gives them the clients that they are proud of working with, uh, and things like that. But I found most people are willing to pay for a transformation. I mean, um, >> yeah. I mean, would you say this is probably the most important one out of the list or No, >> I I wouldn't call it importance. I would probably just I'd probably call it the most the most lucrative. >> Okay. >> Because if you could formulate your words to say that's what it is you give people or that is your service or that is your program. But I would say yeah the dialed in a day that's also a transformation. And I love it. I love my friend Macy of the sales girls. She's able to see like a transformation in in offers that sometimes I don't even see. >> But the transformation that the dialed in a day or the transformation that you know me helping entrepreneurs with their content, the transformation is that people perceive you as an industry expert. People respect you because the quality of your content creates the quality of your life. You want better, you want higher quality opportunity, increase the quality of your content. And it's not just quality as in like just the visuals and the audio, but also like how you say, how you present yourself, how you talk. That's communication. That's skills. Becoming a masterful communicator transformation. You know what I'm saying? >> Yeah. But like when you're able to communicate this stuff, I'm just letting I want people to know like this is what people buy. >> Yeah. >> So like there are creator coaches that are not selling a transformation and that's why they probably not making as much money as they'd like to. But if you can really show somebody from where they're at and show them where they could be and where they should be and and like and and by the way, we we're we've we're all transforming, but the the question is like, do you like the way you're transforming? Are you transforming in a way that you're proud of the work you're doing? Are you proud of the money you're making? Are you? Because if if you're not the person to make the money you desire to make, well, maybe you need a transformation, >> right? Level up. >> Level up season.

The number one question I usually get asked by people like you is, "Omar, how the heck does your videos look and sound so dang crispy?" Well, the reality is it's the equipment I use, and you'd be surprised how inexpensive it could actually be. So, I've compiled all my gear and I've updated the list and I want to give it to you. So, if you're listening or watching this, just hit the description box below and I'll send you my gear guide for every budget. Now, let's get back into the conversation.

Anything else on transformation? We're zipping through this. >> No, I feel like I mean, let me >> I mean, Brandon, do you have any like >> the thing that came to mind when you said like the way people perceive you is the way they receive you. And so like if you're putting out quality content or like quality game then people will be like oh maybe I should invest >> for sure >> maybe I this will transform me in my business to be better with whatever you're doing. So yeah. >> Yeah. >> That's the only thing that came to mind. I don't have any questions. >> Yeah. And let me let me let me go off like I'm going to I'm going to go from like teaching Omar to like coach Omar. >> Yeah. >> Selling Omar. If you sell a transformation and you yourself are unwilling to go first, no one's going to buy from you. It's just it's just the way it works. Like some people have been following my journey for a long time, which number one, that alone is a power brand hack is like, are you have people even been able to follow you for a long time? No. Well, you better get started. When's the last time? When's the best time to plant a tree? 5, 10, 20, 30 years ago. When's the next best time? Today. Today's your day. >> You're saying go first as in like investing in yourself first. >> 100. Like, I would argue you can't sell any of these things if you yourself haven't been through any of these things. >> And here's the thing, sometimes people have been through it, but you didn't even know you went through it. So the lack of awareness voids your ability to still sell the same thing. So I have friends and family that are like, "Oh, I want to do what you're doing." Amazing. But you can't do it unless you've done it. >> Yeah. >> Like you you can't sell something unless you've boughten something. So, in in so many ways, like I I've said this uh in a mastermind we did, but you should allow your purchases to show where you are in life. >> If there's something you want to do, buy it first. What do you want to do? What's something you want to do? Like, you want to sell clothes. You want to create a staple a staple brand. >> Yeah. like you need to go to popups and you need to buy something at those pop-ups and you need to see what they do when you buy something at those pop-ups. >> Yeah. >> And it's going to inform you on things they do that are really smart. >> It's going to inform you on things that you're like, "Dude, they could have 100% done this better. I'm going to make sure I do that better." Like now that that time and money you spent on that is it's R&D research and development for when you throw on the greatest pop-up of all time. >> That actually is crazy cuz I never told you guys this, but these this crew neck is $700. I know it's wild. >> Oh, is it? >> Yeah. But it's it was like you buy the crew neck and then you can have James Franco like for 10 minutes and that's why it's like signed by James Franco. >> Bro, where did I see a James Franco piece? >> But like I I the that alone was like worth the price of admission cuz I understood the feeling that I got of like, dude, I just met the Green Goblin of Spider-Man [laughter] 700 bucks. But like it was just like the feeling you got to meet the artist and then like you know I I got it with a homie of mine in New York. But I that whole story that >> was he there? >> Yeah. >> James Franco was there. >> So like >> Yeah. He signed the sweater. >> Yeah. So you go through the showroom and they're like oh yeah like he's in this room if you purchase it. >> But he also hand distressed >> Yeah. He hand distressed it and then he like signed it and drew on it too. >> Yeah. >> But like it's like you go in the showroom and it's like oh yeah James Franco is here for the next two hours. they give you this like do you want champagne the amount of yeses whatever >> and I was just like there with the homie and then I was like you know what like we're here in New York went in Rome let's cop it so we bought it and then we're in the room with James Franco for like 10 minutes and we get to talk to him and ask him a question whatever but like >> that's R&D >> bro I didn't know you had it like that when in Rome all right bro 700 bucks swipe >> I mean it wasn't like a [clears throat] >> Dang it was my first time >> that's so good thanks for bringing that up it's >> this reminds me of when I bought that jacket >> oh Yeah, the leather one. >> Yeah. >> Yeah. >> For 500 bucks and it was the most I've ever spent on >> you. You tried to one up him, but you're down 200. [laughter] Come on. >> Get out of here. Um but like the first time I wore the jacket um after buying it, it yielded so many compliments and I was like, "What the heck?" I was like, "Of course, of course." I mean, this makes sense. But I remember you saying that exact line though as I was trying to buy it. You were like, "Bro, this is where you let your purchases." Yeah. I don't know what you say. >> You don't even know whatever whatever yapping you >> whatever [laughter] gaslighting you were doing to get me to buy that jacket. >> All I remember is that you had a knife to my throat. [laughter] >> No, but here's what's crazy because like I love seeing it in action. I I I love um watching him process like a perfect fitting >> Yeah. piece. You know, you're a weirdo when you call a piece of clothing [laughter] a piece, but like I saw a thing like what's what's up with these dudes calling t-shirts pieces, [laughter] bro? It's a t-shirt. No, but like uh no, this jacket was so great and it fit him so good and it was like and then it it kept getting goodter. It kept [laughter] getting goodter and it was like the guy comes up, he's like, "Oh, yeah, dude. That that looks really good on you." Yeah. >> It was a flight jacket. So the furry collar comes off. I'm like, "Then you're getting two jackets in one." And dude, he's like, "Yeah, also we have a lifetime guarantee." I said, "Sir, can you please explain?" He said, "You can return this jacket whenever you'd like if you become dissatisfied." I said, "What, like 90 days?" He said, "Forever." I was like, "The rem I was like, there is no risk. They re they have removed the risk from making a purchase decision. >> Yeah. >> You have no reason to be afraid. So it's almost like parking money into their business per se. Anyway, I also was like, "Bro, what happens if people keep on doing it?" He's like, "Well, actually, we'll cut him out." >> Oh. >> So you can no longer buy from us. So [snorts] anyway, it's like um but I'm like Art's hearing all this stuff and he's still like, you know, and that that's what I mean. A transformation is taking place. >> Yeah. >> Like >> for sure >> your host are dropping. [laughter] >> But no, you didn't buy the jacket for the compliments. >> No, >> but what it it it it is funny because that jacket now also gave you affiliation though. >> Yes. >> People don't even need to know the brand. The quality was there. >> Yeah, for sure. >> So, just I mean this is this is so good. I love I This is why you guys are here. By the way, please please bring more examples cuz it just solidifies that I'm not crazy. >> Yeah. Well, I brought up the story cuz you said it and I was like, dude, I had that that whole story just came to mind. So, >> no. Yeah, that was great. >> And it and what's so cool is like if you didn't buy something, it would have been totally fine, but you wouldn't have gotten a level of access. I don't want to get too forward. I I don't want to go too deep, but like you wouldn't have been able to get even a closer look. I mean, I think some some of the best I mean, I joined a mastermind in September, a new one with with Russell Brunson. I've only spent 50 minutes with him, total time spent, and we're, you know, we're in December now. At the time of filming this, he's given me two things to do. I've done those two things. And those two things that I've already done have made me 5 80 grand or something crazy like that. Like what the heck? 50 minutes. Now that's what he told me. But because I'm always looking, because I'm a great buyer, I can also get more out of my purchases. So when we go to his events, I'm seeing how people what do they do with a 50k offer? Like how do they do things differently? Like is there anything I can do that's either better, similar, take away, whatever. And I already like you've seen it. You I did a workshop, went to Russell's thing, came back, did the workshop again, and switched it up. >> Yeah, I did see that. >> Yeah. And it created a better experience. But that's only because my because I because I bought it. So you can't sell something you yourself aren't willing to buy. >> That's called a phony.

Um a topic. So we have acceleration, affiliation, transformation. The next thing people pay for don't have to get too deep into this is organization. So >> yeah. What does that mean? >> So >> is everything what? >> No, it's organization. >> You're just being the hype man. Yeah, [laughter] thank you. Audience advocate um organization. I'll ask this question back. Do you believe you can find everything you need on YouTube? >> Yes. >> Yes. >> How to do anything? >> Yes. >> Okay. So if somebody takes the thing that's even on YouTube and puts it together in orderly fashion, do you find more value in that? >> Yes. >> It's just repackaged in a systematic way. So this is a quote from Rory Vaden. People don't buy information, but they buy organization of information. When you organize the information, then you know, you'd be more willing to purchase it. So, like, you know, you're you're thinking about getting a sewing machine. >> Yeah. >> For Christmas. >> Just [laughter] buy it now, dude. I just thought about, bro, just buy the freaking sewing machine. But you're going to learn how to sew and you can go on YouTube University or you could you could pay $300 for a a mini course on how to espec >> like the video you showed me. That guy was willing to do >> if he had something. >> Yeah, >> you probably would buy it. >> Yeah. >> But if it was more systematic because the reality is like you can't trust everything out there on the internet. I know AI but the AI is out there. Um, which is why information is becoming more commoditized than ever before like gatekeeping was actually valuable. Now it's like it's out there. But but if you're responsible for putting it in a systematic way for somebody to follow along, people are willing to pay for that. >> It's almost like if you were to put a list of gear that you use on a dock, >> I guess. So yeah. No, >> it's essentially your gear guide. Isn't that what it is? >> 100. So like it could even be a lead magnet for somebody. >> All of this could be I mean a lead magnet is also an offer. It's just not an offer for money. A lead magnet is just an offer for information. It's still an offer. >> That's what Myron would call a lead generation offer. >> Um so yeah, this all works for lead genen too. But yeah, organization it's as simple as that. Just >> great. >> Why why should I buy this? Isn't it on YouTube? Yes, go ahead. Spend the hours and spend the weeks trying to find out where and you I'll tell you where I really realized this in my own personal life is I made so many videos on Think Media and people still had their camera settings and people still didn't know where to plug in the mic and people still couldn't make the videos but because it was scattered. >> Mhm. And like I actually found that like scattered consuming scattered information is actually harming the growth process, >> right? >> Because now you might learn something out of context or you might learn something out of order, but that's I mean YouTube is no respector of your place in the journey of figuring out something. It's just going to give you what you what they think is right. So organization.

The next thing people pay for is proximation, proximity. So, back to James Franco. Shout out to Green Goblin. [laughter] >> Green Goblin son. >> He allowed you to get close and that's part of what you bought. like when when somebody I mean, it's kind of aligns with affiliation but approximation it's um we're all isolated. Many of us are isolated doing what we do in life. You're an isolated real estate agent or you're an isolated aesthetician or you're an isolated service provider in the city you're in. and sometimes creating a space and place where people can get close. But I mean, I'll be honest with you, this is why we pay for concerts. We're not paying for music. We're paying to get close. >> It's good. >> You can get the music for $12.99. Apple Music or Spotify or or YouTube Music. >> Yeah. I mean, some would say there like it's also the experience, right? >> Sure. I mean, it is the experience but like I if we really talked about the experience of going to a concert, >> you want to get in traffic, >> right? >> You want to overpay prices. You want to >> Okay, so what would be the back to you bringing up affiliation? What is the difference between these two >> between affiliation and proximation? So affiliation, I don't need to physically be in your presence. >> Got it. Got it. >> Affiliation is being just connected. >> Great. >> We're just connected. uh approximation is actual. You get close. Chris Brown, >> you pay like 1,500 to take a picture with her. >> 1,500 bucks. Why are women >> Why are women taking a picture or willing to pay 1,500 bucks and have their mans take the photo? [laughter] >> I'm just kidding. >> Um shoot, what was I going to ask you? Um >> the Chris Brown just sent me for a loop. [laughter] Brazilian. >> Oh, okay. Okay. Okay. Um, [laughter] what makes your proximity valuable? How can somebody make someone else being in their proximity valuable? >> If you respect me as a person or respect my processes as a person and I let you into my process. >> Let me show you the factory, Willy Wonka. >> Yeah. >> Let me let me >> No, no, no, wait, wait. Like you say often times in a humble way, you say when people get around you, they make more money. So like just using me for an example, if I wanted people when they get around me and they end up making more money, like how do I make myself valuable in that way where my proximity just does that? >> Well, you just become the person >> that does that for people. >> Got it. >> You know, like I I don't tr like it it's just a byproduct. It just happens, [clears throat] you know, like um >> but it happens because in I've built so much inherent value in myself by investing in myself. I've genuinely you've seen me invest over 300 grand in myself. You've seen it. >> Yes. >> So a byproduct of that just yields that effect, >> right? >> So it's a person who invests in themsel and do and does what people tell them to do, you know. Um, but I mean the the approximation is dude like when people come and see the studio like if people just came here and saw the setup they'd be blown away, >> right? >> They'd be and they always are. >> Yeah. >> They're like this is what they literally the same testimony. Wait, that's it? That's all it is that you guys do? >> Yeah. It's so >> to make it look that good. Well, what makes it look that good? But like I could show you in a video. I could It's just getting in. And then and then what's crazy is the reason why proximation is highly valuable as something you can sell is because there's a limitation to proximation. Like in-person experiences could only, you know, uh serve so many people. If you have a online course that shows the same thing, you can have as many people as you want watch it, watch it. >> But there's something about the getting close, getting near. >> Well, I mean, also online, you can create that, too. Like, I mean, with your challenge, you have a VIP plus, which is super limited. Y >> and that's a different level of proximity with you. >> 100. Um, >> it's great. >> Yeah. So, that that that's what it's like different. I guess I guess a a word could be access, but I do you know when I I really remembered the power of this in the in the realm of concerts when we went to watch the throne concert with Kanye and Jay-Z in 20 summer of 2010 or summer of 2011 at the MGM Garden Arena. The album was like $17, $20. Okay. Then the ticket to his show was 500. It was fire, right? They did um they did nwords in Paris uh 12 times. >> Yeah, >> literally back to back to back. But I was at Okay. $520 for the album. So I'm at 520. I bought two shirts. The shirts were 120 each. >> 2010. >> 2010. Bro, that's >> for Hannes Beefy TE's, bro. >> Um, so that's another $240, bro. I was I'm at $700 as somebody who makes uh I was working at the rec center. I was making two grand a month. >> Oh my gosh. >> And uh same music, but that's what I was buying though, you know, like >> the proximity and the feeling. >> Proximity of that feeling. Yeah. I didn't buy a Hannes beefy tea. >> Yeah. I bought something Kanye designed. He put his touch on this behind it. It all it all tying in >> with a ton of scarcity too involved. >> Oh, dude. I mean, yeah. And then you create the environment. This is why it's what what's powerful is when you really start understanding why people buy. Like when you get people in person, you should always sell them something. Like especially if you do it for free, but even if they pay, if somebody pays you to come in person, sell them something else because they already express that they want this. So if they wanted this, there's a high likelihood that there's another group of people in that I want this that wants more of this. >> So like it's that's why I think, you know, now that we have like merch and stuff, we should 100% start just rolling it out. Not not to make more money, but it's just like >> you're already here. feeling is like, man, this is this is the this is it. This is the place. This is the brand. This is the >> Yeah. It's like, why not? >> Why not? >> Might as well. >> Yeah. That's what Myron calls a might as well offer. >> Might as well. >> Um but proximation. Yes. Uh just getting people in a in proximity or in in different um uh ways of consuming what you're doing. Yeah. So, thanks for bringing up the challenge. This podcast is also brought to you by the Content to Cash Challenge, a 5-day live coaching experience. Join VIP and get five hours of Q&A with myself and uh other people. So, it's un I mean, it's we just got done doing one and it was incredible. The next one is this.

We're talking about what people buy. People will buy identification. >> Identification. >> Identification. They will buy identity. They pay for identity. This is why your offers and what you sell should have identity language. What is the outcome or or who want people to be like what people want to be? So my my inner circle it's called the content mastery inner circle. It is an identity phrase and you know we got sixfigure creator the seven figureure podcast the um the you know one of the girls in the program it's the the six figure aesthetician or a the boss babe like people pay for identity and so I guess would you say that's the same as transformation? No, [snorts] because transformation can be um >> Right. No. Okay.

So, I'm chilling. So, this >> this is a great framework or what about affiliation? Is it? No. >> I mean, that's what I was thinking, but >> No, cuz identification is like >> people when they buy a Louis bag, they're not buying an identity. >> No, no, no. >> Like they are buying affiliation with the brand, >> right? >> Um people don't identify as like Louis Vuitton, >> right? No, >> but they do identify as someone premium. >> Sure. >> So, buying luxury items necessarily doesn't create new identity for you. >> No, it doesn't change my identity. I'm just buying it because I want to be affiliated or known to have this brand with me. >> Right. But does that put you in a different kind of buyer bracket? >> Yes, for sure. You are a premium buyer. >> Yeah. 100. Me buying a $500 jacket. Yeah. It like leveled me up in a different sense. >> Yeah. So you in some ways you did get identity >> kind of. >> You became there became more a sophisticated buyer. >> Yes. >> And this is why I love testing purchases. But people pay for identity. We all like most of our purchases is a reflection of our identity. So if you could sell somebody uh their future self not in the transformation aspect of things but in the way they see themsel and the way they want to be perceived you that is something you could sell too.

So, let's just take I'm kind of going back to like the esthetician cosmopolit cosmopolitan the cosmetologist example is, you know, Jasmine wants to help other women, you know, take back their business and take control and have the freedom and charge their prices and all that stuff. Now, in order for you to do that, you you need to see yourself as premium. You want to serve premium people then you must become premium. But if you if you have a premium offer you are actually selling like Alexi says if you want to make a lot of money like solve rich people's problems and it's because um not only do wealthy or rich people value time more than ever so acceleration matters to them they will understand this whole thing that I'm talking about today. Um, [clears throat] but it also reminds them that they are who they want to be. >> Yeah. >> Does that make sense? >> Yes. >> I see like brains working, but I just want I want you to break this if you can. >> What's going on in your brain? >> I don't know. I'm just trying to think like Well, you brought up cosmetology. was thinking of like why do we pay $100 for our haircuts versus like the 40 that you can just go into a random shop in. >> Yeah. >> I mean, what comes to mind for that is like there's a skill difference. >> The $120 haircut, I know I'm going to walk out of that shop uh grateful and happy with my cut >> versus the 40. It's like there's a chance I'm going to walk out of there like super dissatisfied. Is there identity added to that or I I don't that's what I'm like I'm trying to process it all but >> I mean, what do you think? >> Well I mean okay when when it comes to getting a fade >> the reason why I go to the greatest barber in Las Vegas and pay a premium price. It's more for certainty. >> Right. >> I just know that I'm not gambling. >> Yes. And I would argue because of the price he charges and the level of cut he brings, he is actually selling security and safety. >> Okay. >> I would Yeah, I would even I would even argue he sells Okay, here's the identity. He sells a more confident you. >> Okay. Yeah. >> So that's what I buy by going and getting a fade every week. is that I could keep my confidence at a >> Yeah. >> at a high. >> And then when I look at other dudes that look just got scrubby looks, they look scruffy AF, >> bro. I'm like, [laughter] you just look broke. >> Oh my gosh. Okay, next. >> But it's true. Yes. >> So, I'm I'm paying for a confident version of me. That's identity. >> Um I didn't I I didn't write more examples. I wish I did, but >> No, I mean, I think we kind of hit the >> Yeah. I mean with the stocks thing I br I I did write down your stocks example let's say a skill set like what what do you become when you become a master in the skill >> like the master sales like when I think about ma Macy's offer hers is sales mastery inner circle sales mastery or her boot camp or something um when stocks it's >> it's like the the day trader so like the I want to be I want to take on this identity as like a boss, as a CEO, as an entrepreneur. Well, there's things that we can buy that create that identity in us, right? And that that's in our clothing purchases, that is in our self personal development purchases. >> Y >> um when I buy a book that's going to help me fix my money, I'm identifying with a more prosperous version of who I am. This is funny, but me signing up for the Iron Man, I signed up for an identity. >> Yes, you did. And an outcome. >> Literally named >> Iron Man. >> Iron Man. >> Yeah. >> Dang. It's funny. I just like never would have thought of it that way. >> But they did. >> They thought of it before you did, right? >> And that's why you got got >> That's why that ticket was $700. [laughter] >> That's why that ticket was 700 bucks. And then that's why they got you swimming at 5:00 a.m. in the morning. >> Yeah, for real. >> But proud of you, bro. You're getting freaking ripped, bro. Ladies. >> Okay, >> just kidding. All right, moving on. [laughter]

>> Um, again, this is a topic. I'll review and then we'll go on to the next. We have acceleration. This is what people pay for. They pay for acceleration, affiliation, transformation, organization, approximation, identification. The next is congregation. >> They pay for a church. >> No, that's not congregation. Just means a collect group of people. I know. I'm just being an idiot. >> So, I was on the phone or I did a call with somebody in the program. Uh, and when she was telling me the biggest pain points of the people she's actually supposed to serve, which are, you know, highinccome W2 marketers, it sounded like so many of them are lonely and they're not celebrated and they're not seen and they're not valued. And I'm like, dude, that your offer needs to be a community offer. So, I know I I started the podcast like bagging on like, "Join my school or join my Discord." What I want to I I do want to make clear is you can have a communitydriven offer. It's called masterminds. It's called networking. Um it's just that the words you use and attach to this community which should be identity words which should be acceleration words which should be affiliation words um it still I'm it still does solidify the fact that you can have community as an offer. So, being a part of a community of like-minded individuals, um, or people that are headed in the right direction or people who have the same goals, I actually think Neil's offer, the Forward Mastermind, is a community offer. >> Yes, >> he sells it as a community. Like, stop being alone in your cubicle. Stop stop building an isolation and get around amongst people who are all killing it in their industry or or in the you know in their lane or in their cities or their regions. It's called the forward mastermind. We're headed in one direction, >> right? >> Like he's selling congregation. >> It's really good. >> And then why why people don't leave is because they when you leave you're leaving the community. And so, um, >> that's good. something um, that came up. What's really cool about this framework that you came up with is something that is really meta about it is whatever you're doing, whatever you have, whatever business that you um currently are trying to build, you could have three out of the seven, you could have five out of the seven, or you could legit have all of these things. um be a part of your business or what your business does for people. And that is just like a crazy thought to me. Like your inner circle has every single one of these. And would you say it almost bulletproofs your offer is if you have every single one of these? >> I mean, I've been literally selling the same offer for two and a half years. Um but it's cuz I keep I keep getting better. And because I keep getting better, the offer keeps getting better. And um but yeah, I do believe the inner circle hits all the the more you can hit, >> right? >> The better. >> Yeah. >> Cuz then there are because there are different kinds of buyers, people have different kinds of reasons for joining something. But I would say there is a main one. I think the main thing that I solve is a transformation >> for sure. >> Yeah. >> But in in this offer, we have all of this. Yes. Um, >> so not to overwhelm people with like, okay, I need to get all seven somehow, but >> but you just did. So, >> what would No, no, no, no. Cuz what would be like if somebody had to just focus on one first? I mean, I guess they would have to like it does matter with what kind of business they have. >> At the end of At the end of the day, if you can get somebody a stinking result. >> Yes. >> Yeah. >> An outcome, a breakthrough. >> Mhm. That's what you need to focus on. >> Yeah, that's the goal. >> So, but if you want to make more money from that, you either sell it to a different person >> or you articulate it in a more sophisticated way. And I could help people with their content or I can help people attract highquality leads on autopilot 24/7 while at the same time building their personal brand which is going to be something they're going to wish they built as you know like now now it's like dude >> right >> whatever the price is. So um but yeah I mean and here's the beautiful thing about congregation too by the way when you become the facilitator of a community or a network of individuals you get the credit even though you didn't necessarily you're just a you just put it together. You just you just created the school group. you just created the mastermind. But like I think some people tend to under uh they they uh what do they do? It it's underrated. They it's underrated to not be the person like you don't have to be the fill in the blank. You can just be the >> facilitator. the facilitator and then you become the person >> right >> that people are known for being the facilitator. I could name people, but I know people have gone to prison that I don't want to say, but there's somebody I think about that was he's literally close. He was he is close to everybody I could think of in the industry. And bro's bro's rich cuz he just makes deals happen and he's get he gets people together and he throws part, you know, but I don't think he's rich anymore because he's in jail.

The last one is consolidation. Um, consolidation meaning you just >> it's the one-stop shop, >> dude. It's eight. It's not seven. >> It is eight. Is that eight? >> Yeah, I thought the last one. >> Four, five, six, seven, eight. I guess it's eight. >> I didn't. Yeah, I didn't. Okay, so what's >> some more in there? If you got If you got another one, throw it in the chat. Throw it in the comments. Um, it's consolidation. >> Okay. >> Consolidation, I believe, is different than organization. Yep. Because organization is more systematically >> systematic >> is more systematic is uh more better [laughter] is is yeah it's more orderly consolidation is more one-stop shop. >> Okay. >> So you're going to get everything you need in this one place for this thing. You want to build a sevenf figureure clothing brand. This program has all the connections that you need to get your clothes made in every any kind of material you wish. Uh access to a virtual assistance library so that you can have people doing your customer service for you. We have tax people on hand. I mean like we just >> That's 10 grand. I mean 10 grand. >> Yeah. for like some of the stuff I just mentioned on top of the community of people like consolidating everything you need as someone who is looking to launch a p profitable clothing brand like >> that's the that's the idea. So um you know some people want to put together a program where you are going to help people write books. Shout out to Na. I think she listens or watches every podcast. I don't know if all the way through but um but if everything is there like I will I mean I have the graphic designers I got the the ghost writers or the what like what because because you don't want people to think about well okay what else do I need to buy in addition to this thing there you can actually create an offer where there is no else I thought about it already right >> I thought about everything you actually are thinking about and it's here. So, our offers can be that. And I think >> uh this is why I'm always trying to think about how >> inner circle can always get better because there's so much, you know, you know, it's it's almost like never ending. Um but in so many ways, we want to streamline the processes and give people just what they need. And sometimes what they need is exactly what we've created. So like yeah give that you'll you can get that too you know. Um anyway those are the eight those are that is what people are buying. If you are currently working on the course pause for a second think about what you're actually selling people. And this is the beauty of selling stuff online is that you get to create it from your imagination. But don't do it in isolation because no one is gonna get you that monetization. [laughter] Goes crazy. All right, we'll see you on the content to cast challenge. Download the gear guide. Final words. Merry Christmas. Happy New Year. No, not happy holidays. It's Merry Christmas. The King of Kings, the Lord of Lords. He's the reason for the season. [laughter] >> God bless. Peace.