The psychological principles that made me millions of dollars online

okay what's up everybody this is going to be a completely raw video so I went from salesperson to more of a marketer back to a salesperson back to writing insane copy I I've written probably 35 long form vsls at this point I've written a lot of copy for myself for other clients different funnels I've done a lot of marketing work and obviously I've made millions of dollars from being really [ __ ] good at marketing now my secret sauce both as a sales rep and as a marketer has always been from day one understanding human

beings better than they understand themselves I was always my thing even when I was a little kid and I think that comes from trauma is what I read in a book one time a lot of you guys are struggling to make money either as salespeople or as marketers or really in business because you don't understand what actually drives buying decisions right so for example if I'm in a sales call and I get an objection all I need to think about it rookie salese and honestly most of the industry right now is telling you guys to

use a word track so like oh do you feel like this can help you yes I do okay cool what about it can help you oh this particular thing Okay cool so then that's the real objection is what you're said to believe after that but the problem therein lies is still you're not getting to the source cause for example we're going to use marketing as an example here to start because guys I don't know if you realize this but marketing and sales are the same [ __ ] thing just one is one to many one

is one to one okay it's the same thing and if you're a salesperson you should be learning marketing if you're a marketer you should be learning sales so I was giving this example to my videographer while we were in Colorado last week and he's selling a dog gut health supplement Okay so gut health and so I asked him I said hey what's your angle he's like oh it's good for your gut so here's what I want to walk you guys through this is level one level two level three we always always always always want to

be selling or marketing or writing copy at level three we don't want to be one or two level one of this is it helps the gut right that's level one no one will buy off of that so level two off of this would be some sort of like a little bit of a step further maybe like a benefit off of that it helps overall health by fixing the gut that's level two not bad level three though is when you become a ninja so here's the thing in a sales call in writing copy in a marketing

angle the thing that really SS is pain and fear now you have to walk a fine line of you don't want to be a dick by doing pain and fear but you need to understand the reason that they clicked on your ad the reason that they booked a call the reason they opted into your funnel is because something in their life currently is not going good no one buys things when they're doing amazing okay you don't you don't see some millionaire guy on a yacht making phone calls to put calls into funnels and buy [

__ ] no he's content he's at what we call Peak which all explain to you in a moment so number three and the real masterful level would be creating a a problem out of the Sol solution meaning if we got number one is it helps your gut number two is it helps overall health by fixing the gut kind of a cause and effect number three would be something along let me write a disgusting one for you guys extends lifespan helps old dogs play like a puppy again okay you kind of get where I'm going now

and again I wrote bullet points on purpose it extends their lifespan it helps old dogs play like a puppy again where am I getting at with those two angles well this is what a good marketer or a good salesp person will understand it's okay if someone's buying a dog gut health supplement they love their dog duh but level one is just thinking like okay hey this helps your gut this what going to tell you you'll buy it CU you want to help your dog it's not how it works people don't think that way level two

is like oh okay this is going to help the overall health of your dog people can then infer obviously oh my dog will be healthier but level three in marketing or sales or understanding your prospect or any of that is clearly stating what is happening what the situation is what the problem is what will happen if that problem doesn't go fixed and then obviously how your solution fixes that problem that all needs to be packaged into level three so in this example here I would go very very very very fearful and I'm going to save

this because I don't have enough room to write so if these are the two bullets I wrote extends their lifespan helps old dogs play like a puppy again I would say something along the lines and this is top off right top off my head did you know that 98% of dogs that die early are due to them having a unbalanced gut or whatever and then the next part of that would be telling them hey 98% of dogs that die young it's because of their gut okay oh my God my dog is going to die it

scares the [ __ ] out of me well then we just told their problem let's tell them the solution our supplement has been has been clinically studied to help prevent joint pain arthritis and helps keep old dogs young for as long as possible so that you and here's the important part so that you can spend time with your lifelong best friend that is level three that's good [ __ ] okay now what did I do did I say anything untruthful not really but I created the problem big scary problem and then I said here's what

will happen if you don't fix this problem here's what happens if you do fix this problem obviously this is my offer that's applied to a marketing perspective so let's erase this this is going to be an entire master class on human behavior by the way so I hope you can pay attention so that was marketing now let's do sales like an actual sales call so we have a guy gets on a call is a big ego immediately gets on the call and I've seen these a lot even recently when one of our offers he gets

on the call and he's trying to like little bro of his sales rep he's not really paying attention he's kind of like oh bro like I make all this money whatever okay so for the sake of example makes $1 million a year and let's say we're selling your Fitness offer I like Fitness offers for examples obviously like Discovery phase is good like we have word tracks we we're going to be able to get on the call Hey man nice to meet you blah blah blah intro and then let's start digging so we're going to start

digging with this guy we're going to call him John we're start asking John questions obviously he Fitness off so he's probably out of shape hey man like uh nice to meet you how you doing why' you put a call with us this week and this is where we know the ego comes in the whole point of this video is reading people and understanding human behavior so again it's made up call let's say John goes yeah man I'm just checking some things out I saw an ad and kind of caught my attention Okay cool like what

what about it caught your attention oh you know man I I go to the gym a lot I'm already in pretty good shape but you know maybe I could get better shape who knows he's obviously not a good shape when you see the guy on the call so I know he has an ego because he is kind of covering up for not wanting to be emotional wanting to be open about like I'm out of shape things aren't good and again I know I have to give you a fake example but throughout this call I'm going

to ask this guy questions and I'm going to go deep and this is again level three so most people 1 2 3 level one in a sales call would sound something along on lines of like what what's going on or oh why' you book a call okay then level two is usually why so they'll answer then you say why okay so oh I booked a call I'm just checking around okay cool like why why exactly then this guy this is where the ego comes in guy's going to say oh you know I don't know I

maybe I could get like some more muscle get in shape something like that he's hiding something there now again level three if you remember from the first example is basically consequenc everything into a problem so a real problem so in this situation I'm going to continue over here first remember what why level three is where we want to be so big ego makes million bucks a year we're selling a fitness offer so let's say that this guy starts talking he starts opening up a little bit we start asking them like hey man what do you

do for a living oh I have a mortgage business okay cool like you do really well that yeah dude make a million bucks a year it's going awesome okay dude that sounds awesome so like why exactly are you uh on this call like usually on these calls we we're helping people that have pretty big problems sounds like you're doing awesome like what what's going on this is where we get to the root of things okay and and I want to explain cause and effect thinking and why first and then we find out he got divorced

recently so he just subtly mentions it he's like a I'm stressed out man you know I haven't been go to the gym as much I'm really stressed out I just got divorced it's been pain in the ass you know most Sal reps would hear that and just kind of let it slip like oh dude I'm so sorry that sucks whatever on to the next word track what you guys need to understand if you want to be a really [ __ ] good marketer or a really good sales person is the most emotional drivers are the

reasons for doing everything so guy just got divorced I as a sales rep will [ __ ] attack that I will completely not make the call about Fitness I will forget it being about health I will attack the divorce angle and watch what happens I'll kind of try to write this out for you guys so divorce kind of a pain in the ass right cost you money it's stressful it's not a good thing so this again what is divorce why oh man I'm sorry to hear that like I I don't know if uh obviously if

I can ask this but like what happened like why' you get divorced were were you together for a long time yeah man we were we were together for a long time and and uh like I'll be honest with you she she she cheated on me I found out she cheated on me she was having an affair so yeah now we're getting divorced ooh [ __ ] now we're getting somewhere okay why I got cheated on oh [ __ ] dude I'm I'm I'm so so sorry to hear that like that's got to suck this is

where you got to be careful and this is the skill that comes in in being a masterful marketer or salesperson old marketing ads would be like oh is your wife cheating on you it's cuz your your dick is small buy these dick pills it's not really a good angle it's not going to apply to a lot of sophisticated smart people this is a smart guy he makes million bucks a year right but he has a big ego obviously cuz he's hurt and this is where I'm talking about human behavior guys people that project things and

are like you ever meet somebody and they're like oh dude I make so much money that guy is [ __ ] so insecure he hates himself and you got to understand this about people in human behavior and psychology and how it drives things so I now know as a sales rep on this call I can piece it together because I'm I'm smart I understand human behavior he has an ego because he's hurt really [ __ ] bad right now now why is he on a call about a fitness offer a smart person will infer oh

my God I see the guy he's not in shape he just got cheated on if he wasn't in shape before maybe that was one of the reasons he got cheated on and he's probably insecure about it and it was his fault and again women are crazy nowadays but let's say for the sake of example this could have gone two ways right so he could have been out of shape and she lost attraction to him and that's why it's very painful and obviously the ego is coming in he's kind of projecting things or obviously let's let's

keep it realistic or it was after or maybe he got out of shape after the divorce because of all the stress and then obviously he's going to need help getting his Fitness dial back in now this is where you as a celles rep need to figure out which direction are we going and I want you guys to see my thinking here is like I started off this call and this is a real CES call by the way ego okay he's an ego go okay makes million dollars a year why the [ __ ] is this

guy on a sales call with me oh [ __ ] here's the big elephant in the room now I'm going to go down one of two paths was this after or before so I'm going to straight up going to ask you I'm like hey man like blah blah blah I'm sorry whatever we're already past this question for you like obviously we we're a fitness company we help people get in men get in great shape why did you book a call with us now during this process like and again I don't want to be insensitive John

but were you struggling with this before the divorce or is this kind of a result of the divorce and all the stress honestly man I I I kind of let myself go the last few years business has been stressful we're making a lot of money but I don't have time to go to the gym and I was kind of getting out of shape now I don't need to say this because then I will just be a dick but I can now infer this guy is out of shape his wife probably lost attraction for him he

probably wasn't working on himself he probably was at work too much he probably wasn't spending enough time with her she didn't have her emotional needs met wasn't necessarily attracted as she used to be and she [ __ ] cheated on the guy sucks it's very sad but I can piece all of that together because one thing I understand human behavior I understand psychology and that's what I want you guys to understand so now we will use that I'm out of shape being the cause for divorce and getting cheated on as leverage to close the call

that's what I want you to understand now let's relate this to some hardcore psychology so I made a video on this last week and you guys loved it and I got a lot of DMS so I told you I'd make more this is maso's hierarchy of needs so here we have survival security I'm just going to write this as love and then we have I'm just going to call this peak so I don't have to write more words so this is how all human beings are wired and basically the rule is you can't skip levels

until you have the level before because it's a pyramid right you have to build on a foundation so for survival biological needs base biological needs this all doesn't matter if this isn't Met Food water safety shelter none of that applies at all unless this is met so once this is met I I have food I'm not going to starve to death now I worry about security Now security is two two prong security is both uh like physical security like am I safe is my environment safe but it's also Financial because now we live in a

digital world uh tiger is not going to come eat you in the street we live in an economical digital capitalistic world meaning if I'm poor but I can still get my needs my basic needs M I can still eat but I got to eat McDonald's and I got to eat [ __ ] I really don't have much security because I'm this far from being and here into the red where [ __ ] gets really bad really fast so this is also safety but it's also Financial Security okay now love love is is a big one

this is where most sales calls will will happen to be honest with you guys so love is going to be esteem it's going to be worth it's going to be relations ships and then yeah Power very very very important most sales calls happen here because these two people usually are broke and they're struggling and you obviously can't really help those people but this is where John was JN probably had low self-esteem he probably had a low sense of selfworth cuz he got [ __ ] cheated on obviously didn't have a relationship and his power a

man's power is like the most important thing to a man so I'm one to call with a guy I know how the guy thinks cuz I'm a guy he doesn't have any of these like these are all hurt he got like punched in the face proverbially to his 's hierarchy of needs so this is the why and this is the whole point I want to get across on this call guys objection handling that and let's say we got to the end of that call and he was like oh I need to think about it and

then being like oh well what do you need to think about oh well this this this and this okay do you feel like everything we talked about today can help you do XYZ get in shape whatever his big driving reason was yeah I I just need to think about it this is what I'm trying to get across word tracks are good it's good to know how to handle things and what to say but word tracks are basically your skill shooting basketball whereas the why and the psychology and the human behavior the actual stuff that we're

all wired with in our brain is like the athleticism of I can actually run down the court and I can actually jump and shoot a layup and I can actually move without that who cares if I can shoot a basketball or if I'm coordinated enough to like get to the rim it doesn't matter right so the building blocks of this are human behavior and psychological needs so in that situation I have to remember where's he at in his pyramid okay he's at the love the love relationship power esteem stage okay what is the problem with

this guy it's not that he's out of shape that's not the problem that's the symptom so cause and effect thinking is how you get really good at sales and marketing so the effect was that he was out of shape I can't fix the effect with a solution that doesn't make sense I have to fix the cause with a solution so if my solution is a fitness program the real angle that I would take to close that guy if he's giving me objections at the end is to think about it is ask him straight up and

obviously you have to do this in a very swaave nice way but I I basically get the message across of hey John do you think that you would have got divorced or that your wife would have cheated on you again cause and effect divorced or cheated on divorce do you think that would have happened if you would have kept working on yourself and stayed in shape and made sure that you had time to spend with her and you were you were doing all the things that you were supposed to do that you started doing in

your relationship earlier now the answer to that is obvious it's yes like yeah I probably wouldn't be divorced now so we got to fix that that's going to happen again that will recurringly happen now if I said the same thing but I was trying to fix the effect and so the effect is now that I'm fat if this guy just got divorced and I'm like okay well we have this four-week training plan and we have a diet coach we have this we have that it doesn't hit hard enough you got to go deep so again

remember level 1 2 three level one and two is serving the effect hey we have a course hey we have a coaching program that's level one level two is hey here's how the coaching program or here's how the course Works maybe some student results level three is hey you are out of shape and you got divorced and cheated on because you don't have the mental habits and the patterns and the routine to keep yourself in shape and to keep yourself mentally accountable so we're going to fix that that's level three that's how you close every

single call that you get on okay and this applies to everything this could apply to someone that's struggling financially someone that's struggling financially in business they say it's a marketing problem it's not a marketing problem it's a personal problem that's bleeding into your business because you don't know how to [ __ ] think you don't have the right patterns beliefs habits you need a accountability which is why you need to buy coaching right like this is the thinking I want you guys to have so this pyramid you should always always always always always think okay

where does this Prospect or this target person I'm writing my copy for my funnel or whatever it is where do they fit in right now what are they missing so for the the dog treat example or the whatever it is the gut health thing this is the most painful one survival like [ __ ] will die if it's not healthy but it also you have to hit both you have to understand so the dog treat would go survival obviously the dog might die but it also is going to hit here relationships and love because imagine

you're selling these dog supplements to an old lady whose husband died and she has this dog and the dog is all she has everyone in her life has died her husband has died but she has this dog now if she loses this dog she's alone that is the biggest fear of all time especially in this pyramid you don't have security you don't have love you don't have anything so we would write copy towards those two things and this is the power of marketing and sales and why you have to be an ethical person to do

this is I could manipulate the [ __ ] out of anybody with the skill set that I now have knowing all of this stuff I've known this for years I just really have not made videos about it yet so I have to be moral about it because I could really really really drain that old lady's Pockets by telling her that her stupid dog is going to die and she's going to be alone for life now do I want to do that absolutely not I have a moral compass to follow and all of you should as

well because marketing and sales and psychology and human behavior is like the most powerful skill set that you can attain for yourself and I mean that okay so one last thing and then we'll be done I want write this out for you guys so that you can write it as well we're going to make an iceberg this is an iceberg so don't laugh at me so we have the water okay we have the iceberg surface level stuff is like level one okay this is asking a question level one's fine it's how you uncover information in

a sales call or when you're marketing or stating things so level one would be like hey like why' you book a call it's level one now level two more of a why like the Deep reason of why so we'll put why here why did you do this and this is basically a little bit deeper so the goal here is you want to go deep so in this case let's say the the original mortgage guy so level one is like hey why you on the call okay level two is oh I got divorced that's level two

level three is using that so this is a combination of cause plus effect plus consequence Plus Solution very important write this down this is what will change your entire game okay just to give you a word track example through this hey man nice to meet you like what's going on blah blah blah you talk you have the answer of the call yeah man I'm I'm trying to get in better shape been struggling a little bit okay no worries that's level one level two yeah I honestly bro I I I got divorced recently and been really

stressed out I haven't been able to go to the gym okay man that sucks now this is good you uncovered the right step but what you need to do to be a good marketer or a good salesperson is take this and plunge It Down Deeper so always three levels deep not surface level not below the water as deep as we can get cause and effect consequence Plus Solution came in I need to think about it oh here's the think about it objection what do we do okay smoke screen obviously do you think what we have

can help you okay it's not the program it's not the product it's still some irrational fear right remember everything is fear everything all of them are fear fear of something okay dude like do you think that your wife would have cheated on you or do you think that this these problems in your marriage would have happened if you would have continued working on yourself and kind of leading her by example now honestly bro I don't think so I don't think so okay so what we need to do now is obviously make sure this doesn't happen

again what are you doing right now in your own life to to do that I don't know dude I'm stressed out BL again he's not doing [ __ ] that's why he booked a call so now we packaged this all up hey man this happened because of this here's the problem it's not that you're out of shape the problem is that you in the first place even got out of shape you should have always stayed in shape so we're going to fix that but it never happens again that is level three okay I hope this

video is valuable I'm going to start making a bunch of these I just bought this thing but guys Marketing in sales is not that hard it's really not you just don't understand human beings so again don't worry about the effect don't fix the effect don't serve the effect of people having other causes serve the why why did this happen why am I out of shape why is my business failing why don't I have enough leads why why why why why and then go three levels deep on the why and you will be disgustingly good okay

so hope that helps I'll see you guys in the next video peace