I find a really interesting example of that in marketing and copywriting so would you agree that Claude Hopkins was pretty decent oh yeah he's I've read that book my life and advertising even more than scientific advertising but both of those so if you look at Claude Hopkins ol be the rest of the people but new marketers will come in and go oh but that's old but if you look at the copy today and how many things and if you can see a repeat it's like an ad if you see an ad running over and over
they're not just wasting money it converts and so it's real interesting when you have people especially new marketing people that come in and go oh no no no I would never read that stuff it's old so I'm glad you brought that up you want to be the exception to the market but you don't want to try to make your Market the exception you want to be the exception to your Market but you don't want to try to make your Market the exception so I personally want to study from the old great I personally want to
find the edges and advantages that nobody else is willing to find but I can't expect my my customers to do the same if I do I'm going to be upset and so are they so we want to play the odds and the odds say I don't want you to change I know your tendency is to seek out the new so I am going to give you the best version of the new the safest most effective version of the new the most legitimate version of the new and I hope some of you I will be able
to transition into a fundamental business I want to give you an advantage so you can make money because money is the oxygen of business but then I also going to be Al for the ride and say maybe you might want to consider putting some structure around this right maybe you might want to consider putting some legs underneath this and half of my success stories are only temporary half of your success stories are probably only temporary most people who build a successful business can't keep it so that the idea that most businesses die of indigestion versus
starvation so these businesses starve to death and then the other ones they bite off more than they can chew and then they choke to death it's a miracle any of us can ever actually build a business that's why if you have a successful business you should pray to your god of choice or every God say how' that happen cuz it's a near impossibility so let's go back to Milton H Ericson MD from Phoenix Arizona right who studies him religiously like I did who who thinks for 6 months on the saying of I witness my sister
offer an apple and hold it back right you know he's toned deaf his only color that he can enjoy is purple he he can't see purple he can enjoy purple why did he say Enjoy purple versus see purple he's color blind purple is the only color I can enjoy as he wears this big purple freaking thing he weed purple everything right I'm studying that stuff if I want you to be successful in Persuasion and expect you to go to the same link that I have gone we're both going to be disappointed I am giving you
the best version of that the cliffnotes version of that knowing full well yo it is unlikely you'll ever be able to do it as well as I can do it because I got a thousand hours a head start on you and I'm probably more predisposed to be naturally gift eded than you are just because it's already drawn me to it so the goal isn't to get as good at it as I am the goal is to get 20% of the input to get 80% of the results of what I got and that's why you pay
me money so you can get the 80% now you're in a better position than I'm in because I'm thinking man all this stuff that I know there I'm way down on the list of companies in terms of annual revenue I was reading an article this morning Adobe just bought an acquired figma was it 7 I it was 20 billion was it 70 it was probably 70 it's it's billions what I remembered seeing from the article was something along the lines of they paid 20 times what the revenue of figma was worth so it it's 20
billion right okay yeah so they they they acquired figma for20 billion which was several times the Topline revenue of the business essentially I did the math and I think the the Topline revenue of the business was like 200 million a year and of that 200 million with the operating cost and all the overhead and everything everything they're probably net profiting less than our company Net profited last year the only difference is is because they can be scalable and because they're a threat to an existing Titan they get 20 billion and I couldn't sell my business
for a fraction of that you know Zoom the year that they went they ipoed one of the reasons they ipoed at like $30 billion was because they turned a profit the year before the profit their company turned the year before was less than the personal take-home profit I put in my pocket that here they can't send mobile friendly emails that's one of the things I told them when we got started they're sending webinar reminder emails for the webinar they promoting of mine and they're broken on mobile I'm like you guys need to fix that and
they're laughing at me why cuz we're worth $30 billion obviously they're focusing on things that I'm not focusing on companies like that where they're really good is they're able to take the good enough versions of 10 or 15 or 20 or 30 strategic applications guys like me I want to get really good at one thing as a kid I always said to myself man one day I want to be the best in the world at something it was just something I wanted to do and then I became the best in the world at webinars but
the cost of that was not being good at many many many many many many many many many many other things and I'm okay with that okay because whether if my company gets acquired for20 billion I'm still going to wear clothes that don't fit me tomorrow probably right the money is great it's the pursuit of the strategy that I like the money helps me see how good I am cuz I can say for what I do compared to who everybody else is I don't know anybody that can go toe to- Toe with me so that makes
me feel good it makes me feel like I'm good from that perspective but it's limiting from a business perspective so the long convoluted answer to your question is I don't want nor should I ever expect my customers to be the exception in Mass I don't want them to study the models that I study in the trends that I study I don't want them to have to know what various different markets are doing even though I know nothing specific spefically really about YouTube from the perspective of what you guys know about YouTube I do understand the
lay of the land of YouTube I do know what the popular videos are on YouTube I know I do know what the trends are on YouTube I do understand the algorithm and how it works because I have to because my clients use YouTube I have to because the eyeballs are on YouTube I have to because the public at large is now on YouTube that's where they hang out so I study all of these markets and I do all of these other things but I don't want my customers to do that I want my customers to
come in not know what c CTO is take advantage of an inefficiency in the market that everybody else is overlooking spend this amount of time and then go about their day I want people to get on Tik Tok and not get obsessed with it I don't want them to get a dopamine addiction to the program I hate social media from that perspective as it's designed to be addictive it is worse than a casino but this is why I'm on it now cuz I'm like I'm not going to change it if I sit on the outside
yelling at Clouds right I got to get in the middle of it and do something about it but I'm I'm intimately aware of the makings and the mechanisms of all these things but I want my clients to get the best of them and then have a life so that's the role and the belief that I have so how can I help my clients with the least amount of effort get the most amount of results so I don't expect them to study the clot Hopkins I don't expect them to learn the intricacies I expect 1% of
them to which is great so they can come into rooms like this and we can hang out and I can work with their businesses and maybe we can do deals and maybe we can publish some of them and maybe we can promote some of them and all that kind of stuff but I I want to be the exception for my market so they don't have to be I want to be the advocate so I look at my audience as an advocate so I say okay my audience is going to want to do Tik Tock too
bad but they are right I got to if that's what they want I got to get them there in style I got to take the greatest care to give them the best Advantage because that's what they want to do so how can I do that can I do that most of nine times out of 10 I can't do that but one time out of 10 oh I can do that now the very specific the narrowest path that we're taking this is a lesson too hopefully it's not too complicated when I talked earlier about clearly defined
outcomes whenever I go into a webinar the exceptions are my webinars that fail I forget to do this sometimes or think I'm better than this sometimes right like sometimes I pretend that I can defy the law of gravity but but when I come into clearly defined outcomes My outcome of every single webinar every single webinar that I write is by the time I'm done whatever subject matter I'm approaching or talking about I want you to conclude that on that very specific topic there's nobody that has more insight than Jason flatland nobody the best way to
do that is to pick the narrowest topic possible so I I did a product with a gentleman named Ed veers and Ed veers is was the first American to climb the 14 highest Summits in the world that are over 8,000 met without supplemental oxygen first American you couldn't beat them so I had the very best so I knew that I had something in that market but listen to how it was carved up without supplemental oxygen American 14 highest Peaks over 8,000 so people climbing Everest right pretty soon it became there was the first person to
ever climb Everest uh then there was the first person from you know Indonesia to ever climb Everest and then there was the first person under 18 to climb Everest they just started carving the market up even smaller and smaller and smaller but there was always a first I want to be the first and if I have to carve the market up small enough to be the first or to be the best then that's what I'll be so our clearly find outcome for the Tik Tok thing is promoting High ticket affiliate products affiliate products that do
product launches that's our Target now we can't come out and say to the audience this is what you're going to do I wish it was that easy just like you can't see somebody that you want to date and say hey I want to I want to marry you right away right you just got to be like all right hold on you got to say hi first you got to warm up the situation we only frame things in a way that the the audience could understand it and so not just any affiliate products they have to
be high tickets not just any High ticket affiliate products they have to be ones that get launched and there's a whole reason and whole Logic for it but ultimately at the end of the day not only is Seth the best at doing this right now he can be positioned and understood by the audience in 45 minutes or less as being the very best at it that's what's important and that's what the whole webinar essentially does it gets people invested in this idea now this seems simple but it's not what are all the potential objections that
I'm going to face selling this product the big ones yeah do I have to run ads which is actually really easy with Tik Tok we're just like uh no you don't have to run ads this is all organic so that one's an easy one so that's not an objection I'm too concerned about although we do handle it so I'm glad you brought that up what's that I don't well yeah that's why you have an affiliate thing right so you don't have to have one do I have to put my face on videos yeah that's that's
an OB objection but it's not a really big one the biggest objection you would normally face in this is our procedural objections I'm telling you to do X and you say I can't do X so you know launch an Amazon business that's a lot right even create a YouTube video is a lot for most people the beauty of Tik Tok is it's 60 seconds I don't even have the product objection I can't make a Tik Tok video that's easy for them to believe especially because that teaches them to record it one line at a time
which is fantastic so I don't have the normal product objection well I can't do it I can't set up a website I can't build a funnel I can't blah blah blah you know I'm thinking yet cuz you've done things a million times more complicated to that and none of them made you rich so why wouldn't you do this thing the objections are really unobvious let me give them to you this is an objection 90% of my audience still don't really understand truly what affiliate marketing is you would think internet marketers who follow me the company
that has the greatest track record as an affiliate marketer in the entire history of internet marketing who teaches them affiliate marketing who has a program called affiliate Triad that we have marketed and launched throughout the years who promotes affiliate offers all the time you think my audience would know what this is or the Affiliates audience that we're getting or the general public but just like Amazon sellers don't know what private label is internet marketers don't know what affiliate marketing is and if they kind of know what it is they're prejudiced towards their own Limited belief
of what affiliate marketing is they think it's like selling low ticket stuff which is another issue right so there are two big objections with this one the first one is it's not what they're used to from the affiliate side their model of reality says affiliate stuff that I see being promoted all over the place are like these little makeup stuff these makeup brushes these cheap things this you know it's like almost like Mary K style or or Avon style the other objection with high ticket is what for most people in my market or in general
so big one yeah it's a money objection it's not a money that they're going to it's like people will feel very uncomfortable asking you to spend $2,000 everybody almost is very uncomfortable asking somebody else to spend a lot of money and even if they're not doing the one asking if they're the ones promoting somebody else who's doing the asking vicariously it's like they're asking so I have to somehow teach them in a way that that even the dumbest person on the webinar can understand what this is and that this isn't a big deal and then
this thing too a product launch see the by the way this is a lot of times I break the fourth wall when you read my emails I want to teach them to be smarts not marks in the wrestling pro wrestling business there were marks who believed it was real and then there were the smarts who understood that it was a work it was an angle right I'm trying to teach them to be smart so then when I sell them things they are more intelligent on how to buy them so that's one of the reasons why
it's really important that you break down Industries and how they work so I got to explain to them why a product launch why can't I just pick any High ticket product and there's an even one more wrinkle to this they have to be proven to convert so then how do you prove that this is why this whole deal to position it takes 45 minutes just to do this has nothing to do with Tik Tok really then I have to show them within the confinements of Tik Tok how we make this happen and why it's so
effective here's what we don't have to convince them that Tik Tok is the hottest thing since sliced bread they get that we don't have to convince them that they should be on Tik Tok cuz they're already sitting there saying man I'm not on Tik Tok and I need to be and a lot of them are on Tik Tok my daughter's principal not the high school daughter but the other daughter uh she's on Tik Tok and every single day I drop my daughter off she's out there dancing like a lunatic I'm like oh she's one of
those Tik Tok peoples that are dancing all the time on Tik Tok you know but my daughter has a Tik Tok my 12-year-old daughter has a Tik Tok uh now there's rules that we had to set up for but she shot two she's created 200 Tik Tok videos plus I've done some cool in my life there's no doubt about it none of it impresses him hiring Manny to start doing social media in his company most impressive thing I've ever done In My Daughter's Eyes cuz now I'm on Tik Tok I don't get stats from Mannie
I get stats from Laney my daughter right daddy this how many followers you have now this how many things you have now this what you doing now right and she's like I he just like you need to tag me in your videos you know I'm like everybody's like that so I don't have to sell that that's what everybody else would sell they start the conversation there I start the conversation and you know in football I don't want to start at my 20 yard line I want to start at your one yard line that's what I
want to do so I started I started there I don't have to sell the concept I just have to sell this which maybe we can do it maybe we can't so I want you to go and revisit your market and say Where am I assuming things that maybe I should not necessarily assume what is the real thing that I can position myself in So at the end of it they say there is nobody who can help me better than you when it comes to blank
