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- [00:00]
Sean Cannell
Hey, before we jump into the show, I wanted to give you a heads up that my free YouTube strategy class is available right now on demand@thinkmasterclass.com on the class, I reveal the one YouTube strategy we use at Think Media to generate over 330,000 views every single day. So if you're new to YouTube, this will help you start right and avoid mistakes. And if you're a YouTube pro, this training will help you multiply your. Your growth. This class is 100% free and you can watch it now on demand@thinkmasterclass.com now let's jump into today's show.
- [00:38]
Rory Vaden
We're not going for viral here. We're going for conversion. And there's a big difference psychologically, the way I think of making money on YouTube. Money you make from the platform and you get paid for keeping people on the platform. The goal of that video is to hold people's attention. That that's not what we're talking about today. What we're talking about today is how to make money from someone watching your video and then contacting you and buying your most expensive thing where you make a lot of money.
- [01:08]
Sean Cannell
What's happening here?
- [01:08]
Rory Vaden
I can't believe I'm going to give this away for free on, on a YouTube channel.
- [01:16]
Sean Cannell
So there's two videos you've probably watched on YouTube. One gets a lot of views, but it doesn't drive any money, doesn't drive clients, revenue, or business. But the other one is a sleeper video. It just grows slow, but it generates customers, leads, and sales. In today's video, I'm sitting down with Rory Vaden, New York Times bestselling author, founder of Brand Builders. And we're actually going through not an interview, but a seven step framework of the things every video must include if it's going to make money. Rory, welcome back to the podcast.
- [01:50]
Rory Vaden
Yes. Let's do this, brother. Good to be with you. So good for you to be with me. You and you and my house today.
- [01:56]
Sean Cannell
So, yeah, I'm excited. We're actually your new studio. It's kind of a debut. Maybe it is.
- [02:01]
Rory Vaden
You're the first, the first non me person to record in here.
- [02:04]
Sean Cannell
Yeah.
- [02:05]
Rory Vaden
So it's great, man.
- [02:06]
Sean Cannell
It's an honor. And give us a broad level because we actually are going to. So give us a high level.
- [02:13]
Rory Vaden
Let's make some money.
- [02:14]
Sean Cannell
So we're about to go through a seven step framework, and each of these pieces matters to actually create a video that actually makes money. The problem is some videos get a lot of views, but they don't actually generate business, they don't generate revenue.
- [02:27]
Rory Vaden
Well, let me clarify about how we're going to make money. Okay, so the way I think of making money on YouTube, there is money you make from the platform and you get paid for keeping people on the platform. Right. The goal of that video is to hold people's attention. Most people who teach YouTube, they teach how to hold people's attention. That's not what we're talking about today. That's what you guys teach and you know, you guys talk about. What we're talking about today is how to make money from someone watching your video and then contacting you and buying your most expensive thing where you make a lot of money. Right. This is you and I did an episode together on how do small channels make lots of money. This is how we do it, right. We're an eight figure business. I have less than 9,000 subscribers on YouTube. But that's because the goal of our video is not to hold their attention. The goal of our video is to move them psychologically towards buying. And they're very different things. And so we're going to talk about the psychology of a sales video, what causes some, what has to happen in a video for someone to buy. And I've never shared this on anybody's YouTube channel, including my own, ever before.
- [03:44]
Sean Cannell
And what I think is powerful because we're going to go through all seven of these steps and people can follow these. And the key though is you don't want to miss any of the steps. So you need to watch the entire thing to get each of the pieces. Yes, because it kind of completes the full picture. But this would also be true, of course, too big for big decisions if you want to generate customers for services or products. But every YouTube creator I think could also benefit from the psychology of even if you were doing like an affiliate link or you were doing a brand deal, if you were a good creator for that brand or you're wanting to help someone make a buying decision. Hitting these psychological pillars matters in all kinds of environments, whether it's a sales video or a strategic YouTube video.
- [04:26]
Rory Vaden
100%. And just, you know, to touch on my background, right. Like when I was in college, I was going door to door and I was the all time record holder for recruiting in this hundred year old door to door company and did that and then did enterprise phone sales. Then we did B2B knocking on business like walking, walking apartments. And then we started a seminar business and we sold to large groups of people and then we built an Eight figure sales training company and then we exited that before we started Brand Builders Group and started teaching experts how to make money. So this is the psychology of selling, which has never really changed except in a normal sales con. In a normal selling environment it's a conversation I'm selling to you, which is basically I'm asking questions, a great salesperson is asking questions. And I'm asking the questions in a way that facilitate you through making a decision about whether or not the thing I'm selling is right for you. But in video on YouTube or in a VSL video sales letter, or on a webinar, or in any environment where it's not a conversation, you have to follow these steps. So that could be copywriting, but definitely on YouTube and video. To go to sell through video, I have to get somebody to go through the same psychological steps before they make a purchase. Except I can't do it by asking questions because I'm not there to continue the conversation. So I have to structure my content in a way psychologically that allows someone to come to the conclusion that what you're talking about is something they should engage with and purchase. And it all seven parts of it matter. And we're going, we're going to, we're going to knock them out.
- [06:19]
Sean Cannell
And at this point it sounds difficult, but what's cool is this framework will make it a process so that you hit it like a checklist. Okay, so seven things. Number one, big idea is a clear desired future.
- [06:31]
Rory Vaden
Yes.
- [06:32]
Sean Cannell
And there's maybe two pieces here that's having a promise and a payoff. So break this part down.
- [06:37]
Rory Vaden
Yes. Okay, so in order for people to buy, it starts with I have to get clear on what do they want for their life. Right. In a sales conversation I would just say tell me what is your dream as it relates to whatever. We teach this in our actual sales when we teach how to do one on one selling. Like we offer free calls and we teach people how to do free calls. The very first question is tell me, what's the dream for your personal brand? You know, what's your dream as an author, your dream as a speaker, your dream as a coach. And our salespeople are trained to start every one on one conversation with that question. The same must be true in a one to many environment like a video or a sales page. Across the headline of the page should be your best hypothesis to how they would answer the question, what do I want? In fact, you and I did a video on another framework we teach called the five Title Tests. And that's another piece of content I've never done anywhere else on how to title your videos. And the first one is called the I want blank test. And we say a great title completes the sentence I want blank. It's asking yourself how would your perfect prospect answer the question or fill in the sentence I want blank. So in a one on one conversation I would just ask them, what do you want? What are you trying to achieve? What's your goal? What's your dream? Tell me about your future, tell me your vision. And the conversation would start with them telling me what they want. In a one to many environment, I can't ask a question, so. But I have to make a hypothesis. How do I make that hypothesis? Hypothesis. I have to know who my avatar is and I have to complete the sentence for them. I want blank. So if I were selling your thing, right, I would go, you know, million dollar, make millions on YouTube, right? What does your avatar want? They want to make millions on YouTube. So if I were doing anything like a mastermind, like let's say you're going to launch a $50,000 a year mastermind, the first thing on that video would be make millions on YouTube. If it was a sales page headline, make millions on YouTube. I'm telling them what their dream is or I'm telling them the dream that I can help them achieve. So for example, one of the things we do, we have helped over 100 clients become national best selling authors yesterday. We just had our 23rd client become a New York Times bestseller in the last couple years. So when we sell our author training right at the top, become a best selling author, that's what they want or that's the thing that I can deliver on. So if people want that, that's the thing I can teach them how to get. So you gotta ask yourself that question. What is the thing that I can, what's the promise I can deliver on? What's the thing I can teach them? Teach them to get. And that is the first thing in the video. It's like a hook. I mean it's. That is a form of a hook.
- [09:51]
Sean Cannell
It's a form of a hook and there's some tweaks so listeners could think about like a formula. If you're scripting out a video and this is a video that's principle based, that would be leading the individual, the right person, towards making a buying decision by the end of the video.
- [10:05]
Rory Vaden
And by the way, the buying decision could be no. Sure, we're okay with no's. We love yeses. We're fine with no's. What we hate is maybes. We do not want maybes. We do not want. We want people to go, you're my person, I. You're speaking my language. I'm all in.
- [10:23]
Sean Cannell
And is that why they're. When we think about headlines like this, sometimes they might be. The opening of the video could be something like, do you want to shed the baby weight without having to go to the gym or lift heavy weights or, or do something you don't. So you have, you know, I want desire X without pain. Y.
- [10:44]
Rory Vaden
You could ask add the without, which is kind of like what the next step is. And that's kind of joining the first step and the second step. But, but step one is, what's the vision? What's the dream? What's the payoff? What's the promise? It's like this is the big picture idea that we're, we're offering to them. And immediately somebody will go, I want that. I'm, I'm, I'm going to tune in, I'm going to stick around for the next step. Or they're going to say, I don't want that and I'm out. And either of those are okay. We're not going for viral here.
- [11:15]
Sean Cannell
Yes.
- [11:16]
Rory Vaden
We're not going for broad appeal. We're going for conversion. And there's a big difference psychologically.
- [11:21]
Sean Cannell
So step number one is a clear desired future. Step number two is the real problem is named. And so you're touching on the problem they have and pain they're feeling.
- [11:33]
Rory Vaden
Yeah. Yes. So all of sales. And again, this is like sales psychology. All of sales is so simple. Like, there's so many awful sales trainers out there. Sales is so simple. It is the gap between what they want and where they are. That's it. If I can establish a gap between what they want and where they are, I don't have to sell them. They sell themselves. They come to the conclusion on their own that I want to buy this thing, right? But I must establish the North Star, what they want, and then where they at. Now in a conversation, I would ask the question, I go, so why haven't you done that yet? What's holding you back? Why are you struggling to achieve that? Like, where are you now? And within the first three minutes of a conversation, the foundation for a transaction to take place has happened. And notice, it's not like, it's not ninja voodoo mind tricks, it's just going, basic human psychology. I want this, I have this. There's a gap that's the opportunity for a sale now in a one to many environment, like a sales video. Okay. That I have to again speculate as to how they would answer that question. How do I know the answer? Well, I've surveyed my people. We've had thousands of people come through it. One of the things we've said in other interviews, which is a flagship part of our book, is you're most powerfully positioned to serve the person you once were. Part of why we say that is if every time I'm serving the person I once was, I know how to talk to that person because I used to be them. So that's part of why we say that. So, so what is your problem now? Here's the shortcut on this one. When you talk about naming the problem, people get all weird. Like the creators struggle with, like, how do I do that? Exactly. And so sometimes instead we'll say name the pain, because pain is a little more tactical in terms of how you articulate it. Okay, so here's how you create pain for somebody. This isn't pain we're inflicting upon them. This is pain that they resonate with, that they're already experiencing in their own life. You ready for this? It's so simple.
- [14:03]
Sean Cannell
Okay.
- [14:05]
Rory Vaden
All I have to do is describe a day in their life as it exists right now due to them being in the absence of my solution. Right, so let's. We'll use the best selling author example, right? I'll say, you ever. Have you ever thought about what it would be like to be a New York Times best selling author? Right. There's the dream. There's a dream and I go. Yet most authors tell me they have no clear plan for how to market their book. They feel like they've written the book that is the best book in the world on the subject and nobody pays attention. They've wasted money on PR and social media and none of it has moved the needle. They can't get the attention of major media channels, they can't get on big podcasts, they don't get on big stages. And so they feel like the world's best kept secret. Okay, so to my avatar.
- [14:56]
Sean Cannell
Yes.
- [14:56]
Rory Vaden
They're gonna, they're gonna hear that and go, oh my gosh, he's inside my head.
- [15:02]
Sean Cannell
That's how I feel.
- [15:03]
Rory Vaden
That's how I feel. How do I know that? Because that was me right before I was a two time New York Times bestselling author. I wasn't one. Right? And I had that dream and I had that frustration trying to get literary agent to pay attention. Try to get media hearing a bunch of, you know, random advice from a bunch of people who had never done it. Throwing money at stuff. No shortage of agencies that would take my money and couldn't deliver result. All I'm doing is describing a day in their life as it exists right now due to the absence of my solution being there. So you just have to ask yourself, what are the frustrating parts of their life? Right. So we do the same thing for YouTube, you know, make millions with YouTube. You started your YouTube channel because you wanted to make millions and impact lots of people. And yet every day you post and it's like crickets. Nobody pays attention. You've been posting consistently. Subscribers aren't going up. You're frustrated. You've hired different people, they burn out. You don't know how to train the right editors. You don't know what camera to use. You start, you get frustrated with how much time I'm spending on this and the money. Right. All I have to do. So that's why it's like part of the clients who hire us is to go and like they figured out we can sell anything to anyone. Why? It's just this seven step framework that we're talking through. I can literally transpose this.
- [16:23]
Sean Cannell
Yeah.
- [16:23]
Rory Vaden
On any product. I could sell healthcare, I could sell private jets, I could sell battleships, I could sell courses. I can sell anything. If I understand this psychology we're talking about.
- [16:35]
Sean Cannell
If you were trying to sell a grill, you could say, do you just have a dream of throwing the ultimate party for your family? The steaks are perfect, the burgers are delicious. But you're frustrated because last time you overcooked the steaks and last time and you describe the pain.
- [16:52]
Rory Vaden
And here's another tip. So as you do that anytime you can use adjectives that are emotions. Bonus points. You were embarrassed that you overcooked the steaks.
- [17:04]
Sean Cannell
Yeah.
- [17:05]
Rory Vaden
Right?
- [17:06]
Sean Cannell
Yes.
- [17:06]
Rory Vaden
Pain. So how do I know that? Because I've been there. You're most powerfully positioned to serve the person you once were. Right. So I want to talk about how I felt living in the suck of what was messed up. Notice. Okay. If you're watching this video, if you, if you've, if you've never seen me train on this topic before, there's somebody watching this video right now that's going, damn, this is compelling.
- [17:32]
Sean Cannell
Yeah.
- [17:33]
Rory Vaden
Because you're going, it is that simple. A vision and a dream and an immediate pain. And go. I don't have to sell anything for the right person. If I can describe the destination and the starting point. They're going to assume I have the vehicle to get them from one place to other. And they're sold.
- [17:53]
Sean Cannell
Yes.
- [17:53]
Rory Vaden
And, you know, they're most. They're mostly sold. They're on the way to being sold.
- [17:57]
Sean Cannell
They're on the way to being sold. And I love that power up of. Of thinking about the emotions, the adjectives, getting there. You could think about describing the five senses. What did you feel? What did you sense? What is. What are the emotions there? And I believe there's a quote, you probably know it, that, you know, the person that's going to win the sale is the person who can describe the problem better than the prospect or who can describe the problem better than anybody else. Because what people are asking is, do you understand me?
- [18:25]
Rory Vaden
Well, yeah. And it. And it. It. When you describe it, they put themselves in the story and they were like, that's me.
- [18:33]
Sean Cannell
That's me.
- [18:34]
Rory Vaden
That's that. That. That's me. Which also makes you an expert. Right? Think about when you go to the doctor. What's the number one thing we. When we go to the doctor, the first thing we want to know before we want to know what the cure is, we want the diagnosis. Doc, what do I got? What are we talking about here? So the expertise of the doctor is directly proportionate to the doctor's ability to diagnose the problem. And to go, you have this problem. How do I know you have this problem? You have all of these symptoms. Right. So all I'm describing here in stage two is the symptoms.
- [19:13]
Sean Cannell
That's good. Okay, So a clear desired future, number one. Number two, the real problem is named. Number three, a belief shift occurs. You're going to establish a premise and a perspective. What's happening here?
- [19:29]
Rory Vaden
I can't believe I'm going to give this away for free on. On a YouTube channel.
- [19:33]
Sean Cannell
Hey, really quick. If this conversation with Rory Vaden and I is resonating with you, then I think you'll love his book, wealthy and well known. And the cool thing is he's giving away the audiobook for. For free. The book actually just hit the New York Times bestsellers list, and I can see why. I've read a lot of books on the topic, but Rory has really put together the most updated modern guide on how to monetize and build a personal brand and turn your reputation into revenue. Especially if you're a business owner, consultant, speaker, or really anybody that wants to figure out how to make money building your presence online in building a personal brand. So if you wanna grab the audio book for free, just go to freebrandtraining.com think or you can click the link in the description to download it instantly and start listening while you're doing chores, doing errands, or whatever you're up to when you're on the go. All right, let's dive back into the conversation.
- [20:29]
Rory Vaden
There's a big difference between teaching and selling. Okay? We teach for the purpose of providing transformation. When we're selling, we're communicating for the purpose of creating a transaction. When I'm teaching, I tell people what to do. When you're selling, you have to tell people what to believe. If you can get them to believe the right thing, then they will engage and take a certain behavior. Now this is very delicate and this is why we only at Brand Builders Group, we curate our community strictly to mission driven messengers. There's a whole bunch of services. We don't. Because we don't teach this stuff to anybody. Like, we just. To anybody, like people you wouldn't work
- [21:22]
Sean Cannell
with because what they're selling, what they're
- [21:24]
Rory Vaden
doing, they're taking advantage of people. We don't believe. We don't believe in their cause. Right. It goes against like our stuff. Like, I mean, we straight up there, we straight up do not allow certain people to be in our program because this stuff is so powerful. It. It really, it really works. Okay. So you have to. This is sort of like handing somebody a weapon.
- [21:45]
Sean Cannell
Yeah.
- [21:45]
Rory Vaden
And going, you can use it for good, you can also use it for evil. It works either way. Okay? So anyways, that said, when you tell people what to believe, much of leadership, much of parenting, much of mentorship and changing somebody's life is teaching them what to believe. We don't actually have to teach people what to do. We all know how to lose weight. Okay? People know what to do. The problem is they have some limiting belief. Right. Like, you know, for a while, I used to drink a lot and I struggled to stop drinking because I was like, oh, but I love drinking. It's when I have the most fun and I party and everyone thinks I'm the cool guy. And so that became my belief. I realized that in order to stop drinking, I couldn't just tell myself what to do, stop drinking. I had to attack the underlying belief. The underlying belief was drinking is fun, drinking makes me funny, drinking is cool, drinking reduces my stress. So what did I have to do? I had to rewrite a new set of beliefs for myself. So the set of beliefs that I wrote for myself, I did a Whole episode on this about the seven reasons I stopped drinking was I said alcohol is poison to my body. Alcohol increases the chance of me making a poor decision. Alcohol causes me to increase my caloric intake. Alcohol is a waste of my money. Alcohol reduces my lifespan. Alcohol increases the chances I'll do something embarrassing to my family. Right now notice how I have a
- [23:29]
Sean Cannell
new belief system and you stacked beliefs,
- [23:31]
Rory Vaden
I'm stacking beliefs and as a result I no longer am attracted to alcohol. And so I stopped drinking nine years ago and I literally do not miss it. It's the difference between willpower going, I want a drink, I really want some alcohol, but I'm not going to allow myself to do it. That doesn't work under rewriting the beliefs is what works if you want to change someone's permanent changes in our actions require permanent changes in our thinking. By the way, that's a direct quote from my first book, Take the Stairs, which has been out for over a decade now. So that's what we're talking about here. The same is true in selling. Okay, so. So part of what I have to ask them, part of what I have to ask myself as I'm structuring my sales video is what would somebody have to believe in order to buy this thing? And yet what is the thing they probably believe now, which is the thing that's preventing them from buying the thing. So by the way, we actually built a bot that, that does this for people. It writes the script of exactly what to do. But you could do it yourself manually through those steps, but you kind of reverse your way there to go, what would they have to believe in order to buy? What do they believe now in a conversation again, I can ask you, what do you think about this? Why do you think you're struggling with that? And all I have to say is why do you think? What's your assessment? They'll tell me their belief, but in a one to many environment, webinar, VSL, YouTube video, whatever, we don't have that conversation. So I have to again speculate and hypothesize my best answer to that question about what do they believe? So what's the best way to present that? The best way to present that is through my own personal backstory. And this is why we say again, you're most powerfully positioned to serve the person you once were. So how do I get a, a stranger that I've never met and I have no relationship to rewrite their beliefs? Here's what you don't do. I don't say your beliefs are wrong, you should believe this instead. What I do is I say, do you have a dream of being best selling author? Is this what you're dealing with? I used to be just like you. I remember the first day I walked into an airport bookstore and dreamed about why, what would it take to have my book on the shelf and how do you get that New York Times bestselling sticker on there? And I actually thought, you must have to be famous, you must have to get on TV or you must have to have a top literary agent, or you must need a big fancy publisher, or you must have to spend hundreds of thousands of dollars on publicity.
- [26:17]
Sean Cannell
I had these five beliefs.
- [26:19]
Rory Vaden
I had these five beliefs. And then what happened was I discovered something that changed everything. Most authors think becoming a bestseller is a matter of exposure, but actually it's a matter of strategy. And that one belief changed everything. And what I figured out is a system of incentives that I could put together to get my own audience, my own friends and family, to actually buy my book and share my book to where I wasn't dependent on any outside person who waving their magic wand saying, you're good enough or you're famous enough or you're smart enough. I could activate my own network to promote it, right? So now I've got my old belief and my new and my new beliefs, which they are in the story. If they, if they're here with me, they're putting themselves in the story. And so what's happening is for some of them, they see themselves in that story and they go, huh. I currently believe that the way to sell a lot of books is through publicity and social media and big publishers and I must be famous and have millions of followers. And yet he doesn't have millions of followers and he's not famous and he's not a celebrity and he didn't have a publicist and he hit the New York Times twice and has done it for 23 other people. Huh. So now all of a sudden, their beliefs, my beliefs, can become their beliefs for some of them.
- [27:52]
Sean Cannell
So you, one of the main things you guys do is help people succeed with their books, but brand builders also helps people build a personal brand. What is that story like? And the shift, because a lot of people listening to this, not only do they want to know the psychology of YouTube videos that make money, but they're wanting to grow their YouTube channels and they're wanting to build their online presence and build their platform. And there are limiting beliefs like, well, I can't make Big money if I have a small channel. Well, that's not true. Or it's too crowded. How could I start a personal brand from scratch right now? So I'm just kind of curious and how you set up what we do
- [28:29]
Rory Vaden
with the brand builders group.
- [28:30]
Sean Cannell
Yeah, yeah.
- [28:30]
Rory Vaden
Because becoming a best selling author is one thing we teach. Right. YouTube would be one thing. We don't really teach that. We've farmed that out to you. Like we recommend you guys for that. But you know, we teach people how to, how to become a world renowned keynote speaker and speak on the biggest stages. We teach people how to sell high dollar offers, we teach people how to fill their events. We teach people how to do a lot of marketing automation and pipelines and like, you know, there's a lot of different things we teach and each one of those could, you know, this could be transposed across. If you have the big personal brand conversation, you go, what's, what's the limiting beliefs they have? The limiting beliefs they have is usually I'm too late. Right? Right. I'm, you know somebody else has already done this. Right. Well, you know, there's already a Tony Robbins or a Mel Robbins or a Gary Vaynerchuk. Why would anyone listen to me? I'm, I don't have enough credibility. I don't like technology, I don't have a large team. Here's one of the sneaky, the sneakiest underlying beliefs for our perfect customer is they say I don't want to be vain, I don't want to build, I want to change the world. But I don't want to be famous and I don't want it to look like all I care about is being famous.
- [29:47]
Sean Cannell
I don't want to just take selfies.
- [29:48]
Rory Vaden
Exactly. So we teach them that going on being a mission driven messenger is nothing about, has nothing to do with you. It only has to do with the audience you serve. All of the things we do, it's not about making you rich and famous, it's about, it's about you creating a world changing impact. Right. And if you look at our, you look at our clients, John Maxwell, Cody Sanchez, Ed Mylett, Lewis Howes, Amy Porterfield, Trent Shelton. What you know, these are not people who are motivated by money.
- [30:17]
Sean Cannell
Yeah.
- [30:18]
Rory Vaden
Like, like John Maxwell had so much money so long ago. Like it, it's impact. So for our audience to attract our, of our avatar, they're the same as me. I'm not motivated by money, I'm motivated by impact. And I enjoy the challenge of trying to like problem solve. All of this kind of stuff.
- [30:36]
Sean Cannell
Yeah.
- [30:37]
Rory Vaden
But that's their limiting belief is, oh, building. They equate building a personal brand with. It has to be all about me.
- [30:45]
Sean Cannell
Yeah.
- [30:46]
Rory Vaden
And so we have to teach them to go, no, you only feel fear. You never feel fear. When the mission to serve is clear. You're most powerfully positioned to serve the person that you once were. Your personal brand is not self centered, it's service centered. Right. And so our wealthy and well known book rewrites all of those beliefs to help them go, oh, there's a way to be huge in this industry without being like, look at my private jet and look at my Lambo.
- [31:16]
Sean Cannell
Yeah.
- [31:16]
Rory Vaden
And I'm not necessarily against those things. I'm just saying our, our avatar is like turned off by that. But they also respect those people because of the reach they have and because of the money they make.
- [31:28]
Sean Cannell
Yeah.
- [31:28]
Rory Vaden
But they're just not that person. And that's why, like, so, so anyways, yeah.
- [31:32]
Sean Cannell
I love what you stand for. And actually a lot of people don't realize how many people in our community that have been helped by Brand Builders Group. And we've mentioned a couple of times, you do have a chance to really get a free conversation with your team.
- [31:46]
Rory Vaden
Yeah.
- [31:47]
Sean Cannell
At freebrand call.com forward/think is a way to get to that page. And, and what happens on that though? What are, you know, do you go into.
- [31:58]
Rory Vaden
So freebrandcall.com link if you go there.
- [32:01]
Sean Cannell
Right.
- [32:01]
Rory Vaden
You request a call. If our salespeople are doing their job, our strategists, what they're gonna do is they're going to try to understand your dream, not just to sell you. Cause remember what I said earlier, the goal isn't a sale. The goal is the right decision for the prospect.
- [32:19]
Sean Cannell
Yeah.
- [32:19]
Rory Vaden
Sometimes the right decision for them is no. Our strategists are trained to go, these are the right people for us and the wrong people for us. We don't try to sell to everybody. We try to find a match. Right. This is more like a dating service. It's not. Oh, are you, are you the right. You know, can we convince everybody that we're the right person? It's like, no, we're looking for, like the chemistry fit. But anyways, we'll go. Tell me about your dream. Tell me what your vision is. Tell me where you are, where are you struggling? And then we will tell you if we've helped other people like you. And instead of my own personal backstory, they'll be like, oh, we have worked with you here's. An example. Right. Of the process that we take people through, which is the next step is going. If you request a call with our team, one of the things we do is we give people the entire process for free on the first call.
- [33:14]
Sean Cannell
Yeah.
- [33:14]
Rory Vaden
We go, if you work with us, all of these clients we've worked with, here's the master framework, here's the steps that we take them through one by one by one by one. And that's the next, that's the next step is you over overview the process.
- [33:30]
Sean Cannell
And that's such a cool way to do it because then you're adding value, you're furthering your company's mission, you're at it, you're lifting everybody. And then there are many people who end up wanting to work with you because you're going to help them go faster.
- [33:42]
Rory Vaden
About a third.
- [33:43]
Sean Cannell
That's, that's interesting.
- [33:44]
Rory Vaden
And I know 2/3 of the people won't buy and that's fine.
- [33:47]
Sean Cannell
And, and we, I know we have to hit these other steps, but in one of our other conversations, you, you shared on sexy offers.
- [33:55]
Rory Vaden
Yeah.
- [33:56]
Sean Cannell
Which if I can remember the framework,
- [33:58]
Rory Vaden
but it was I.
- [34:00]
Sean Cannell
Yes. And so, and what does that stand for?
- [34:02]
Rory Vaden
Yeah. So. So sexy is how to create incentives that cause people to take action. Yeah. It's an acronym. S E, X I so S is speed.
- [34:12]
Sean Cannell
Y.
- [34:12]
Rory Vaden
Any, any, any incentive you can give people to help someone succeed faster.
- [34:16]
Sean Cannell
Yep.
- [34:17]
Rory Vaden
E is for execution. So any incentive you can give them that does the work for them, do stuff for you. Templates, toolkits. Right. Like, like one of the huge things we've got going on is we have built 40 bots that take our curriculum to where our clients don't even have to understand our curriculum. I mentioned this earlier.
- [34:35]
Sean Cannell
Right.
- [34:35]
Rory Vaden
Is going. All you have to do is tell us what you're trying to do. And, and the bot will write the whole script.
- [34:40]
Sean Cannell
Yep.
- [34:41]
Rory Vaden
Right. Like it'll write the sales script, it'll write your copy, it'll do your, your video, like short form video scripts and stuff. It'll just do it for you. That's execution. The X in Sexy is exposure. People will pay for exposure. So we started doing an event. We have, we do 48 events a year. 16 in person events for our members. And two of those 16 are what we call the speaker showcase. And so we teach people the art of speaking, the business of speaking both on camera and on stages. Well, we do an event twice a year where only our members speak. Like a TED Talk.
- [35:20]
Sean Cannell
Yeah.
- [35:20]
Rory Vaden
And they get to speak to everybody. Else and people, they go nuts to try to get it. And it's a very coveted spot because our audience is a bunch of influencers. So it's like you get known really fast in front of all these people. Right. So that's exposure. And then the I is intimacy. So people, anything that gives them up close and personal access to you.
- [35:42]
Sean Cannell
Yep.
- [35:43]
Rory Vaden
So those are four.
- [35:44]
Sean Cannell
And so, and the reason I bring that up is because when you talk about your offer not being right for everybody is some people, they might not be ready, their business is not ready. But then a lot of individuals are like, if you can give me the result faster and you're gonna help me done for you and you're gonna give me these tools for speed, plus you're giving me exposure, plus I've got intimacy. That just sounds perfect. And sales is not hard in because the offer is so good.
- [36:08]
Rory Vaden
Exactly. And sales shouldn't be hard. Sales shouldn't be scary. Sales shouldn't feel like you're taking advantage of somebody else. Sales should never be a win loss environment. It should never be one of us wins and one of us loses. It should only and always be you as the prospect wins. And my job is to help you figure out if a win means we're doing something together or a win is you're better off going somewhere else.
- [36:37]
Sean Cannell
Yes.
- [36:37]
Rory Vaden
And if you're doing sales in any other way, you're doing it wrong.
- [36:42]
Sean Cannell
Strong. Okay. So if you're interested in that, you can go to freebrandcall.com think to check that out and you'll get a breakdown of the whole process. Which brings us to step number four. Because number one, a clear desired future, Number two, a real problem is named. Number three, a belief shift occurs. Number four, a clear path is presented. And again, we're going through all seven of these steps. This is all sequential. All of these elements will be included In a smart YouTube video, a video sales letter. It could be a written out long form copy on a sales page or an email, but you have these elements. And so breakdown number four, a little bit.
- [37:23]
Rory Vaden
Yeah. So, so this is your framework, right? We call this your, your, your, your, your, like your flow flagship framework. It's one of the things that we do is we help people create visuals that articulate their own unique way of doing things. So unique intellectual property. And so we tell clients our prospects. We tell prospects exactly what they could expect if they were to work with us. Right. It's like, we're gonna walk you, we're gonna walk you through, we're gonna Walk you through these steps.
- [37:56]
Sean Cannell
Yeah. First step, we do this, and then second, we do this. And as a result of that, we go here and you're showing them a whole map.
- [38:01]
Rory Vaden
Yep.
- [38:02]
Sean Cannell
And you're giving them away the map for free. In the case of. They jump on the phone, whatever.
- [38:07]
Rory Vaden
You're telling them what to do here, you're not really telling them how to do it. Like, there's not time. It's like it takes. It takes a couple of years to learn everything that we've got in, you know, the system. But you're telling them exactly. These are the steps, you know, and even if you didn't work with us, you could take those same steps on your own, and you would end up in the same place if you did it effectively.
- [38:24]
Sean Cannell
Totally. And so you could go through that process at an. Process at an accelerated speed. But for the listener, now you're asking because if. If your videos aren't making money, if your videos aren't generating sales, you're. There's still a cognitive dissonance. They're like, you know where I want to go, and you've shifted my beliefs and bring this all the way down. Maybe you could freestyle on this. If you had a belief shift that the reason you've been overcooking your meat and you're embarrassed at a party is because you. You lacked the. This element of a grill or you lack this. And would the process even just be. It's kind of maybe describing your product in this case? The reason this is different is we use this type of heating and the smoke comes in this way. And the whole process is. And we walk you through, we have a timer for you and an app that actually that's. You can't even make mistakes because of our process. That could be your. Your product.
- [39:16]
Rory Vaden
If you were selling a physical product, that's exactly what you would do. And if you're selling a service, it's like. Like, these are the stages that we take you. We take you through.
- [39:23]
Sean Cannell
This is our system. This is the way we go through it.
- [39:26]
Rory Vaden
Totally.
- [39:26]
Sean Cannell
Okay. And so then that's step four. And then step number five is proof creates identity alignment. So at this point, now you're calling out proof and also the person. What does that mean?
- [39:38]
Rory Vaden
Okay, so proof is going. Here's other people that have done this.
- [39:44]
Sean Cannell
Yep.
- [39:44]
Rory Vaden
Right. So. So it's. It's going. It's sharing the customer testimonials of. Of. Not only did I follow this process. Right. Cause that was like, kind of like the. The third area was like I used to be like you. Here's what I've learned, here's what, and then, and then here's what we've done. And then the proof is here's other people who've been able, who, who wanted what you want, felt like you feel, now followed the same process. And then here's what happened for them, right? So a lot of sales reluctance or sales resistance for people is they, they want, they're trying to answer the question, will this work for me? Right? And so now they go, okay, that works for you, but I'm not you, so I'm not, I'm not, I'm still, you know, I'm interested in what you're doing. Like, I'm with you, but I still like, the number one reason why people don't buy something is not because your product sucks. It's because they don't believe in themselves. Like they don't actually believe they could pull it off even if they had the world's best coach and even if they have the world best system. So it's like you gotta attack those underlying beliefs. But if you go, well, look at all of these people. And then you go, what's special about them? Nothing. They all came through the same process, right? Think about how we've even on this video, right? I mean, we're using, we're really doing the author thing as an example. But I go, we've had a hundred clients become national best selling authors, 23. I'm using the names of some of the people that we've, we've worked with to go like, that is proof, right? Your own story is proof. And again, you're most powerfully positioned to serve the person you once were. Because it's like, look at where I am now. But then the real compelling proof is not what have you done for yourself, it's who else have you been able to take with you? Who else has gone on that journey? So I go, here's other people who have been able to follow this because people don't want to be the guinea pig and they don't want to risk their money. They want to feel like if I'm giving you the money, like this isn't theory, like you got, you got this, you got this dialed in.
- [41:44]
Sean Cannell
Okay, so before we move on though, let's speak to individuals that are listening. Like, wait, but I feel stuck at this place because I'm early in my journey.
- [41:51]
Rory Vaden
Great.
- [41:52]
Sean Cannell
Maybe my product's new. My services.
- [41:54]
Rory Vaden
So glad you brought this up.
- [41:54]
Sean Cannell
I'm a new creator and I Do want to build my income and generate sales. How do you close the gap before you have testimonials?
- [42:03]
Rory Vaden
Oh, I'm so glad you asked this because there's definitely all those people have that exact limiting belief. All right, what do you do if it's your first day? I got no, I got no customers.
- [42:11]
Sean Cannell
Yeah.
- [42:12]
Rory Vaden
All right, so two things. Oh my gosh. Can't believe we're giving this away for free. There's two ways to establish credibility. Names and numbers. There's a big difference between. I've helped a lot of people become best selling author versus I. Just yesterday we had our 23rd client become a New York Times bestselling author. In the last couple of years, that concrete number, specific number. Now you go, well, I haven't done that. I'm brand new. You go, okay. How many years have you been studying your subject? How many books have you read on it? How many, how many patients have you worked with? How much research have you done? What other data points can you cite? It almost, frankly, doesn't matter. Which is why your heart has to be in the right place. Numbers create credibility. Give me numbers. Okay. Even just how many hours you've spent studying the thing.
- [43:05]
Sean Cannell
A good product to sell if you were just starting is I've invested over a hundred hours in the research, curation and crafting of this for you and now you can get it instantaneously.
- [43:16]
Rory Vaden
Right.
- [43:17]
Sean Cannell
And what the number you've.
- [43:18]
Rory Vaden
And the more concrete it is, the more that it's like. And it's a four step formula, it's a seven step process. Yeah, right. Numbers take the obscure and the abstract and it codifies it, which makes it increases our confidence. So names and numbers. Now here's the thing. When you're just starting out hot take here. This is controversial. This is different from what the Internet tells you. Let me tell you the stupid thing the Internet tells you. Yeah, the stupid thing the Internet tells you is charge whatever you're worth. Charge what you can get, girl, double that price. You just, you just, you just charge what you're worth. And I say do it for free. I know a lot of people who charge what they worth and they never actually get that. And then they run out of. And they're gone. They're gone in six months.
- [44:05]
Sean Cannell
Yeah.
- [44:06]
Rory Vaden
The truth is I don't think you should be selling crap until you've done it for free for somebody else first. And that goes for anything. Good first step, we tell speakers, don't you dare charge for your first speech. I didn't get Paid to speak. Until my third 304th presentation. I did 300 present 304 presentations for free. You speak for free. You have a new coaching program. Don't you dare go try to sell that thing before you've given it away for free. Why? Because you need to prove that it works. And in the beginning, what you need more than money and customers, or what you need more than money is customers. What you need more than money is testimonials. And. And what you need more than money is confidence that your own crap actually works. So in the beginning, give it away for free. By the way, this lines up. Even though it doesn't line up with the Internet today, it does line up with the laws of economics and supply and demand. When you're starting out, you have a lot of supply and the demand is zero. And the laws of economics say when supply is high and demand is low, price should be low. I'm telling you, the fastest path to millions is not to charge what you're worth. It's to over deliver and do that again and again and again and build momentum and build customers and build testimonials. Oh, and guess what else happens? Referrals. Referrals. The fastest path to cash is referrals. But you can get referrals from people who didn't pay you anything or charge them a dollar. And now you have a legit paying customer and then you do price increases, which is what people do. They're a legitimate paying customer.
- [45:50]
Sean Cannell
They paid me something that's super powerful. When I was creating Video Ranking Academy, which is now on its, its updated version, powered by AI, a whole team behind it. The first time I did it, I figured out my framework, my seven step framework. I didn't have a fancy graphic yet. I, I had it written down, but I had codified it. And before I ever packaged even the first version, which was good enough to sell publicly, I think there's something about they say like just put something out there for sure, but like minimum viable product.
- [46:22]
Rory Vaden
Yep.
- [46:24]
Sean Cannell
But before I did that, I started to DM individuals specifically at the time on Facebook and offer to say, hey, can I help you grow your YouTube channel? I would like to go through my process with you. Would you be open for me to work for you for free if it works and if you like it, would you give me a testimonial as a result?
- [46:42]
Rory Vaden
There it is.
- [46:43]
Sean Cannell
I think I just asked five people. Three said yes. I got three testimonials. I had three testimonials on the first webinar that I ever sold our program video ranking academy.
- [46:51]
Rory Vaden
And you build momentum and you build confidence in yourself and you build confidence in your process and confidence in your system. And that's how you, and you get, you get referrals. That's how you do it. You don't go out there and charge what you're worth when you're starting. That's stupid, stupid advice.
- [47:08]
Sean Cannell
Okay, so we just hit number five, which is proof creates identity alignment. Number six is risk and objections are neutralized. So that we're preventing and pre answering things at this stage.
- [47:20]
Rory Vaden
Yeah, we're pre, we're exactly. You're, you're preventing stuff, you're pre answering. So what you want to do there is, you want to ask yourself what is the remaining belief or the remaining excuse or the remaining question for why they wouldn't do it? And you want to address that. And one of the best ways to do this in a one, in a monologue, this is what we should have been saying in a monologue instead of a dialogue in a monologue environment is to talk about how incredibly difficult it was for you to figure this out on your own and tell me all of the crazy amounts of time you spent and all of the money that you wasted and all of the things that you did wrong. And basically what it comes down to is when people are going to buy, it comes down to time and money. So what I want to do is I want to show them how I invested all of this time and that because I invested that time, it's going to save them from having to spend that same time. Because the answer to buying anything is you can figure out anything on your own. You could figure out how to become a best selling author on your own. It's going to take you 20 years of focusing on nothing other than that for you to get at the level that we can get you at in two days. Right. So it's like, what do you want to do? Do you want to spend the 20 years or do you want to spend two days and have a temporary, a little bit less of money in your account and then we're going to show you how to turn that into more money.
- [48:53]
Sean Cannell
Yep.
- [48:54]
Rory Vaden
Right. So if I can make that parallel of the time, it's like, oh yeah, I don't want to spend 20 years, I'd rather do it in two days. Great. And then you go, what about the money? You go, well, would you rather have this much money in your account? Or what if I could show you how to take that much money and turn it into a future amount. So what I have to do is I have to articulate the journey. Here's what this is all about. Articulate ROI for them. Don't leave it up to them to calculate the roi. You do the thinking for them of roi. So great examples with speaking, right? So here's a good example. This will freak some people out, but I get a handful of clients every year that pay over $100,000 to spend a couple, two days with me one on one.
- [49:47]
Sean Cannell
Got it?
- [49:47]
Rory Vaden
Okay. Now, I grew up raised by a single mom in a trailer park. That is a lot of freaking money. Even today, to me, that's a lot of money.
- [49:56]
Sean Cannell
Yeah.
- [49:57]
Rory Vaden
So for some people, they see that, they go, holy. They cannot get their mind wrapped around how someone could spend that amount of money to be. To sit with somebody for two days. Okay? But the reason why people invest that much to sit with me is to go. If I can teach you how to get $30,000 speeches, you only need four speeches to break even.
- [50:23]
Sean Cannell
Yeah.
- [50:25]
Rory Vaden
What I'm going to teach you is not only going to help you get four speeches, it's going to help you get. You could get 20 to 30 to 50 speeches a year for the next 20 years of your life.
- [50:36]
Sean Cannell
It's going to benefit the rest of your life.
- [50:38]
Rory Vaden
So I'm demonstrating that roi. I go, okay. You know, fortunately, most of what we teach people can access in other ways than sitting with me just one on one. So it's a lot more affordable. For sure, we have stuff at every level for people just starting out. But the same thing is to go. If I can teach you how to build a coaching company that generates eight figures a year, which we've done twice, and go, that's not eight figures once. That's going to want. If I can show you how to get there, and you do that every year, that's eight figures a year for multiple years, maybe a couple decades. You're talking about hundreds of millions of dollars. So all of pricing, all of pricing is about context. There is no such thing as expensive or inexpensive. There is only such a thing as relative. If I give you a price without a context, it's typically going to feel expensive. If I say, what does it cost to spend two days with Rory? $143,000, I think, is what the fee schedule is right now. And you go, $143,000. Are you effing crazy? Like, you got to be outside. Who. Who's dropping 143 grand to sit with some joker for two days? Who's not even famous. Right. Like you go, why would. Because I go. If I can articulate and I have the proof and the track record to show, look, I get north of $50,000 a speech. Many of my clients get north of $50,000 of speech. I have gotten six figure book advances. Many of my clients get multi six figure and even seven figure book advances. If many of our clients have built multi seven figure and eight figure coaching companies, it's like you actually don't care how long it takes. You would pay more to learn how to do it in less time.
- [52:38]
Sean Cannell
Yeah.
- [52:38]
Rory Vaden
Right. So $150,000 is a lot of money with no context. But in the context of millions of dollars of speaking fees or millions of dollars of book advances, or millions of dollars of coaching businesses, or millions of dollars of leads coming into your law practice or your health practice or you work with a lot of. Also we work a lot with a lot of professional service people, doctors, lawyers, accountants. That's also another group is you go, oh yeah, that's not so much. Yep, that's not so much. It's all about context. So that's what you have to do is you have to articulate the ROI for them. You have to help them understand. You don't just give them a number. I'm not afraid of delivering the price. I just don't. I never deliver the price before I deliver the context. If you deliver the price without any context, it's always expensive. I could tell you it was $100 to spend two days with me and you'd be like a hundred bucks. I don't have a hundred bucks.
- [53:35]
Sean Cannell
Yeah, why would I, you know, keep my money to myself? Why would I?
- [53:38]
Rory Vaden
I have to articulate the roi. I have to articulate the context. So your price should be relative to, to the context of the value of the payoff you can provide. And, and it's also based on supply and demand. I couldn't charge that much if I didn't have people willing to pay that much.
- [53:55]
Sean Cannell
Sure.
- [53:56]
Rory Vaden
And I didn't charge that.
- [53:57]
Sean Cannell
Your price has been raised, been raised by demand of your time, of the size of your influence and of your brand of how many slots you have
- [54:04]
Rory Vaden
per year and the opportunity cost of me spending two days on your business versus two days on mine.
- [54:10]
Sean Cannell
Totally.
- [54:11]
Rory Vaden
So the bigger my business gets, the higher my price goes. Not because I'm changing anything about what I would tell you, and not necessarily because it has any difference in value to you, but because my pulling my time away from how much money I make in my business.
- [54:28]
Sean Cannell
Right.
- [54:29]
Rory Vaden
Is that expensive? That's why it's, that's why when you hear people will spend it, people will pay a million dollars to have lunch with Warren Buffett. They're like, how can you justify that? Well, one, he's going to teach you how to do things that billionaires do. And to an hour of his time not doing the things he knows how to do to make billions of dollars. The opportunity cost for him is very high and supply and demand. So it's all of those things. But all of that is context. It's understanding there's a price and then there's the world around that number. And you have to articulate that as a part of a financial decision being. Being. Being made.
- [55:09]
Sean Cannell
Genius. Okay, so we're hitting all seven things that must happen. We're going to hit the seventh thing, but these are the seven things that must happen before a video makes money. And obviously there's a lot more depth we could go on here because what this would translate into is the essential talking points or the actual scripted out video that very methodically and strategically incorporated, includes all these elements and they all stack.
- [55:33]
Rory Vaden
Yes.
- [55:33]
Sean Cannell
Before we hit the last one. Like, what happens if some of these are missing? Like, what's the downside? Does the thing break if you miss a piece? You're like, I have. I'm doing this stuff. Oh, that's why my sales video isn't working. Or that's why my offer is not converting. Or that's why sales are flat. Or that's why I'm not getting any leads or calls.
- [55:51]
Rory Vaden
Yeah. So think of it as a seven piece puzzle. Right. What's better, a puzzle that is perfectly complete with all seven pieces or one with three pieces missing? Now, even if it's three pieces missing, it's still a picture. Right. It's a better picture than when there were no pieces.
- [56:13]
Sean Cannell
Sure.
- [56:14]
Rory Vaden
Right. So the answer is. It's a gradient. Okay. And this, all of sales is a gradient, by the way. That's why they call it the law of averages. It's not the theory of averages, it's the law of averages. The number one rule of selling. Always that. The number one rule of sales that supersedes all other rules. Sales is a numbers game. There is a percentage of people who will buy just because you asked. You cannot screw it up. You could be the worst salesperson ever and they will buy. It's not the theory of averages, it's the law of averages. Why? Because them saying yes has more to do with them than with You, Right, Yep. So just because they're so desperate to be a best selling author or become a speaker and I'm, I have a pulse and I go, I help speakers and authors, they go, I'll buy from you, I don't even care. Right. Like, so if you just take 10, let's say you got 10 opportunities, right? You know, roughly one out of 10 people are going to buy from you because you have a pulse. If they're qualified prospect and they need what you do, you know they're gonna buy from you.
- [57:24]
Sean Cannell
And so you're, that's not something to clap over. It's cool. But that's, that's happening if you don't get this right. So the gradient is, then how do you make it 2 out of 10, 3 out of 10, 4 out of 10.
- [57:34]
Rory Vaden
Yeah. And by the way, 2 out of 10 are gonna hate you.
- [57:38]
Sean Cannell
Okay? So on the opposite end, just because
- [57:40]
Rory Vaden
they hate you, no matter what you do, doesn't matter if you're the smoothest salesperson, the highest pressure salesperson, the lowest pressure salesperson, they're just going to hate you because they hate you. They're mad no matter what because it has more to do with them than it does with you. They just happen to be having a bad day the day that you showed up, right. So you got to understand the extremes here. It's like you're going to get a few of these, right? That's where the sayings like the sun signs on the dogs behind every day, like, you know, every once in a while, no matter what. That's true. Also, people are going to hate you.
- [58:09]
Sean Cannell
Why?
- [58:09]
Rory Vaden
Just because they hate you. So you can't spend time worrying about those. What we're talking about here is the seven people that could fall on either side of the fence. And the more of these things that you do, right? It's, it's like, it's like we're playing the odds. Everything we do at Brand Builders Group, everything we do is playing the odds, right? We, we're not cheating, we can't guarantee stuff, but it's kind of like we're counting cards, right? So we're not stacking the deck, but we're kind of counting cards and we're looking at data. That's why we're so big on data, because we go, yeah, you know what? If, if, if I've seen four aces go by, there's probably a good chance that there's not an ace coming.
- [58:59]
Sean Cannell
Yep.
- [59:00]
Rory Vaden
Right. And, and so that's where the 7 is, which is where all the art, all the art in the science is all in like, you know, converting, converting to see seven.
- [59:09]
Sean Cannell
That makes sense. Okay, so we are going to hit this final point. But it was, number one, a clear desired future. You got to articulate that. Number two, the real problem is named. Number three, a belief shift occurs. Number four, a clear path is presented. Number five, proof creates identity alignment. Number six, risk and objections are neutralized. And then number seven, if you want
- [59:30]
Rory Vaden
number seven, go to freebrandcall.com forward slash, think. No, I'm just kidding. We'll talk about number seven. But I love it.
- [59:38]
Sean Cannell
And so number seven, a clear moment of action is invited. So a clear call to action, which speaks to a poll and promotion.
- [59:47]
Rory Vaden
Yeah, the promotion, A call to action. But the thing that I want to really highlight here is something that we actually call the poll. And it's easy if you're watching a training like this, right? Or you're going through one of our trainings, right? We, we work really hard to make things a science and, and to have frameworks and structure and data and processes. Like, we work really hard to codify things that would otherwise be nebulous for the purpose of helping people understand. At the end of the day, human communication is an art, not a science. And sales is an art. It's a science and it's an art. But we don't ever want the science to get in the way of the art. And if you think about sales and people have such an adverse response to being a salesperson, right? Of like, oh my gosh, like, I do not want to be the used car salesman. I do not want to be pushy. I do not want to be door to door. I never want to be those things. And by the way, I don't want to be those things either. But the poll is about telling a friend about something that's awesome, right? So we don't think of it as sales. When we see an awesome movie and we're like, oh, my gosh, Sean, have you ever seen the Greatest Showman? Have you seen that movie the Greatest Showman with Hugh Jackman?
- [61:25]
Sean Cannell
I've actually not seen. I've only heard the soundtrack.
- [61:29]
Rory Vaden
You've never seen the Greatest Showman? You're gonna sell me, dude, I'm not even kidding. You need to watch it tonight.
- [61:35]
Sean Cannell
Yes.
- [61:36]
Rory Vaden
It is so funny, so inspiring, such a good message. Acting, dancing, singing, inspiration like, you have to watch it tonight. There's, there's, you know, no violence, no sex, raunchiness for some people. Now I'm Anti selling for some people, but. But like it is like one of the best clean movies ever made. You're selling, I'm selling you.
- [61:59]
Sean Cannell
Yeah. I'm like, but to a friend, it's, it's not weird. And go spend your money and buy a ticket to the theater tonight.
- [62:06]
Rory Vaden
Yeah, I went to A.J. and I, you know, last night you came and I was like, hey, AJ and I went to see this conversation, this show called six Unbelievable Spectacular. So good. Yeah, right. The other thing is you come to Nashville and you know, you didn't ask, but if you did, I'd be like, you know, you need to go eat at Bastion or you need to go eat at Catbird Seat. Like these, these experiences are like, you know, blow your mind once in a lifetime, you know, culinary experiences that we have in Nashville that I love. I'm freaking selling you.
- [62:37]
Sean Cannell
That makes sense.
- [62:38]
Rory Vaden
Why? Because you're my friend and I want you to know, like I've been to a thousand crappy restaurants in Nashville.
- [62:45]
Sean Cannell
Yeah.
- [62:46]
Rory Vaden
These two will blow your frickin mind. So never forget that in the sales presentation somewhere you need to get out of whatever salesy marketing YouTube creator mode you're in. And you need to talk to the camera and you need to go. We started Brand Builders Group to help mission driven messengers. I know what it feels like to be the world's best kept secret. I know what it feels like to dedicate your life to studying things that you know can help people. And then you look around the world and all you see is a bunch of marketers who are making more money than you. And they're half, not even half as qualified as you. And we started this to help people who care about making a difference in the world. To teach them how to compete with those people so that they could make money. Yes, but so that they could make more impact. We are a community of mission driven messengers. You will never find a family that loves you more than we do. You won't find a company who cares more about your success than we do. So go to freebrandcall.com think and request a call with our team. I know what it's like to be you. If you have, if you're in that place, we can change your life. If not, we're not the right people. Go do something else. It's the heartfelt, honest, you know, sales is a transference of emotion. Sales is a transference of conviction. Don't fake it. Yeah, don't try to fake it. If you have to fake it, you're selling the wrong Crap.
- [64:17]
Sean Cannell
Yeah.
- [64:18]
Rory Vaden
But if you're selling what you believe in, tell me why you believe in it. Tell me why I should do it. Tell me if you're still watching this video by this point, if you've watched through all these other steps. Right. If you read my whole book. We gave away our whole audiobook for free on another episode together. And if you get to the end and you go, man, this is awesome. And I'm like, yeah, let's go to the next level. Tell them why they should do it. Don't sissy out and being like, well, I kind of have this thing that maybe is. You should look at and, you know, it could be good. And I don't.
- [64:59]
Sean Cannell
Yeah, I have two huge takeaways. One that maybe people back off like you just described. But also, it would be a mistake to just say, and then make sure you give a call to action. That's always said. And then give the call to action. Make sure you share the URL. Tell them what to do next. But the way you just described it, that's a whole different level.
- [65:19]
Rory Vaden
Yeah, that's why we don't call it a call to action. We call it the poll.
- [65:21]
Sean Cannell
Yeah.
- [65:22]
Rory Vaden
We call it. It's an invitation. It's a heartfelt. There is no script for it. We script out everything else at this part in the script. Like if you use our bot. This part, when it gets down to the script, it says, give an honest, heartfelt emotional appeal for why they should join your program. And you just go, dude, talk to them like you're your. They're your friend. Yeah, and, and, and, and what would you do if your friend didn't watch the Greatest Showman? What would you do if your friend didn't go to Bastion? Would you be like, you're a freaking loser, Sean. I hate you. F you. I don't need you. Yeah, no, you'd be like, dude, you're missing out. But, you know, whatever, do your thing.
- [66:03]
Sean Cannell
And I wonder what you think about this. The other thing you would do is you would follow up the fortune. The fortune is in the follow up. Because you might be. Bro, I told you last time that you need to see that movie. Oh, I haven't watched it yet. Because again, if you care and you realize I meant to, but I forgot, and then you're like, bro, you're missing out. Bro, you're missing out. And so in. Sometimes when it comes to sales, that's why we would be repeating our messages on YouTube or an email or following up in marketing, because even somebody that Might have been the right person. Might need a multiple exposures and reminders.
- [66:33]
Rory Vaden
They do, because they're busy. Because they're like, not because they hate you. Now, some of them hate you, but they're going to hate you. And they're going to let you know that they hate you. Right?
- [66:40]
Sean Cannell
Yeah.
- [66:40]
Rory Vaden
But with your friends, you're like. You're like, dude, like, why are you not doing. Like, why are you not doing this thing? I remember I had a friend, her name was sue, and she was a CEO of a really big healthcare company. And I had been speaking for, like, seven years, and somehow we were talking about travel. And I'm like, travel is the worst. And she's like, why don't you just go to the lounge? And I'm like, what lounge? And she's like, why don't you just go to the lounge? I'm like, well, it costs money. And she's like, they give it to you for free? And I'm like, no, they don't. And then she's like, yeah, don't you fly enough? And I'm like, well, every time I fly, I'm on a different airline. She stopped me and she said, you fly different airlines every time. She was like, don't ever do that again. Fly the same air, like, starting today. Fly the same airline every time. I now have millions of miles of points. And we, Our family goes on free vacations and we get the club and they pick us up on Delta. They pick us up in a Porsche when we land. We like, they come on the tarmac in a Porsche and pick us up because we've like, sue saved your life. Saved me. Saved me. Yeah. Right? And it's like, Delta should. Should. Should write a check to sue for all the money that they've made. Because she was like, dude. And I. But she. She literally, like, sat me down, like, was like, what are you doing?
- [67:59]
Sean Cannell
It caused a nervous system response for her. She was aghast.
- [68:02]
Rory Vaden
Yeah. And that's what I want Brand Builders Group to be. I want our clients, when they meet a friend who's like, oh, I want to be a speaker, an author or coach, I want them to go like, no, seriously, like, what are you doing? Like, why are you not a part of Brand Builders group? Same with YouTube, right? It's like, if someone wants to go all in on YouTube, I'm like, are you like, are you following Sean Cannell? And they're like, wait, this happened to me. I told someone yesterday. I was like, sean Cannell's coming over. They're like, who's Sean Cannell? I'm like, aren't you a YouTuber? And they're like, yeah. I'm like, you don't know who Sean Cannell is? Like, go look him up right now.
- [68:32]
Sean Cannell
Yeah. Like, nervous system response.
- [68:34]
Rory Vaden
Yeah. Like, what are you. What are you? Like, how do you not know this? You have to feel that way about your own product. And guess what? If you don't feel that way about your own product, you're selling the wrong crap.
- [68:41]
Sean Cannell
That's good.
- [68:42]
Rory Vaden
And. Or you haven't put enough people through it yet. You just don't have the conviction.
- [68:46]
Sean Cannell
Yeah.
- [68:46]
Rory Vaden
So you need to, like, lower your price and get more people through there.
- [68:49]
Sean Cannell
It's good. All right. Well, this has been super thorough. And so a couple things. We actually have some really great resources for our listeners today. And so first is you've heard a lot, but if your interest is piqued and you would like to actually dive into a free call with Rory and his team, then that's at Free brand builders, free brand call.com think.
- [69:11]
Rory Vaden
Yes.
- [69:11]
Sean Cannell
And we'll link that in the show notes, and when you jump on there again, it'll eventually tell you more about how you can work with them. But whether it's right or not, you'll get the entire process, the entire framework. If you want to build a personal brand, become a. A bestselling author and engage with them more. Also, a couple really cool resources was some past episodes we did. There is actually like a library. But I think the two most powerful things you mentioned was one, we did an episode on the five title tests.
- [69:39]
Rory Vaden
Yeah.
- [69:40]
Sean Cannell
And not only did I get you to share something you haven't shared anywhere else on this podcast, but that's one of those, like, hidden frameworks that you guys have.
- [69:47]
Rory Vaden
Yeah, we charge for, like, straight up that, like, just like this episode, like, we don't teach this because we charge for it.
- [69:51]
Sean Cannell
It's kind of buried in the Think Media podcast library. So you could check out a link in the show notes to that. Definitely. Whether you listen to audio or video, save that to your watch later or listen to later or just go listen to it now, take notes on the five title tests. And then we also have another episode you mentioned that crush over a hundred thousand views just on YouTube about the fact of how to make a lot of money with a small audience. It actually reverses all kinds of beliefs. You give away multiple frameworks in that video. So that's two other episodes with Rory that will be linked up in the show notes. Rory so grateful for you, and thanks for being on the Think Media podcast, and thanks for all the impact you're making in the world.
- [70:33]
Rory Vaden
It's my pleasure, brother. Thanks for having me.