In yesterday’s lesson, you got a taste of maybe one of the hardest things you’ll ever do in this online business:
writing your 10 x 10 matrix and starting the writing lessons.
Now, you might have found those exercises to be easy, and if that’s the case – good for you!
Many people struggle with getting started with a commitment to the writing lessons, and some people really tend to struggle with the 10 x 10 matrix.
So if you found it easy . . . that’s fantastic!
If you found it hard . . . that’s okay, it’s hard for most people!
In Today’s Lesson
we’re going to dig some more into the psychology of what it takes to build your full-time online business
It’s NOT the same as getting a raise at work, finishing your college degree, or climbing the corporate ladder,
in fact, the key skills that lead to success in those places may actually work AGAINST you online
and in fact, that may be why you are struggling to make it to the next level!
And of course, as well, to give you the homework part of day two.
But first, I want to address something that you might be asking.
You might be asking,
why do I need to learn to write, when I can pay someone $5k to make my funnel for me and drive traffic to it?
Or you might be asking, why do I need to write a daily email?
or you might be asking,
why do you need to share with me any of these psychological things to help me understand why I’m not successful (that’s a downer, you might be thinking)
or you might be asking,
why are you going to focus so strongly on me creating new training, I already have 23 products that aren’t selling.
Here’s why:
Have you ever heard the phrase, “you don’t know what you don’t know”?
The thing is, YOU DON’T KNOW what you don’t know.
And maybe you are thinking, the other gurus or mentors or coaches or people I’ve invested $3K with don’t make me do these things.
- They don’t make me do a six-week writing course.
- They don’t make me write an email each day.
- They don’t make me do a 20 minute writing exercise.
Maybe they want to you create a blog that no one will read, or get you to buy an auto responder subscription so that they can give you an affiliate link,
perhaps they’re showing you how to get ad traffic or buy Facebook promoted posts or drive traffic to affiliate offers or whatever other system they are promoting.
Now, my question, respectfully, to you is this:
If what they want you to do is working for you, what are you doing here?
My point exactly:
me teaching you more of the same, that hasn’t worked in the past, isn’t going to work in the future, and it isn’t going to get you the results you want.
Sure, we can talk all day about creating products and selling them or driving affiliate traffic or about evergreen this or evergreen that.
But for some reason that didn’t work for you.
And they say the definition of insanity is doing the same thing over and over again, but expecting different results.
You aren’t here because you want more of the same
you are hoping I’ll teach you what you already know because that’s what you’ve heard works and you just want me to teach you some secret to supercharge what you already know?
No, that’s not why you are here, is it?
Deep down inside, you know that what you’ve already learned hasn’t worked for you.
And the truth is, not only have I DONE what I am going to teach you . . .
I STILL DO IT!
The things I am going to teach you in the next six weeks are the SAME things I do day in and day out to run a real, live full time online business.
Not theory.
Not fluff.
Not hopes and dreams.
Instead, these are the real things I do to attract people to my website, build relationships with them so that they trust me, and in return, they invest in my training or services.
And that’s what you are looking for, right, for people to invest in your training?
Bottom line, that’s what you want, isn’t it?
You want people to buy from you.
Buy what?
Buy your training.
And secondly, you want to impact the world because when people buy your training, you want them to get real results in their lives
So bottom line, you want them to invest in your training that will change their lives, right?
And the three things that are necessary for people to buy your training are:
- The people themselves (attracting them to your website in the first place)
2. THEY MUST TRUST YOU OR THEY WON’T SEND YOU THEIR MONEY
this isn’t about selling sweets/candy to kids, this is about getting real adults to invest their money with you!
3. You must provide exceptional training or they won’t give you their money in exchange for your training.
That’s all it is.
Everything you do has to relate to those three points.
Everything.
You have to get out into the real world and find the people.
You have to write, write, write to build relationships with them
You have to create amazing training and write, write, write to convince them it’s trustworthy and they should send you their money in exchange for your training.
If you don’t learn to write in such a way that it develops high levels of trust with people who are online (which means they don’t know you personally), you will never make sales.
That’s right – the people you are selling to don’t know you!
This isn’t calling up your brother-in-law and telling him your daughter is selling girl scout cookies, can she count on you to buy two boxes.
This is asking STRANGERS to send you $100 or $400 or $1000 for your training and THEY DON’T EVEN KNOW YOU!
For you to convince perfect strangers you meet online,
you MUST develop trust and the way to do that is with your words,
using your words, usually on paper and sometimes on audio, or video, to share things with them that lead them to trust you.
If they don’t trust you, they won’t buy from you.
EVER!
The most important skill you can learn online is how to write the words that lead people to trust you.
And until you can write those words, nothing else matters.
You can drive unlimited traffic to your site, but if you can’t use your words to get them to trust you, they won’t buy.
You can send a million emails a day but if you can’t use your words to get them to trust you, they won’t buy.
You can pay people to create your sales funnels, but if you can’t personally use your words to get them to trust you before they read the sales letter, they won’t buy.
So one of the big things we are going to focus on in the next six weeks is teaching you how to write in such a way that people trust you and WANT to buy from you.
So in the past, perhaps your previous coach didn’t focus very much on you learning to write.
Maybe because they don’t see it as important.
But writing is the most important part of the activities
And it might be easy for you to think, it’s not that big a deal, I’ll just hire someone for $5k to write me a sales funnel that works, and then just drive traffic to it.
The problem with that is if you don’t know what it’s supposed to say, or if it’s convincing to your prospect, you could spend a year in time or $10,000 in traffic to find out they wrote the wrong words.
or maybe it works straight away for the first six months.
You quit your job, buy a bigger house with a bigger mortgage
and then people stop buying your product from the sales letter you didn’t write or you wrote it using someone’s software who goes out of business and your whole business goes poof overnight
and now you have no job to fall back on and a bigger mortgage.
And if you can’t write, there’s nothing you can do.
But if you CAN write . . .
you can write an email to your list and people will open their wallets and send you their hard-earned money for training you haven’t even created yet
isn’t that what it is when the gurus sell you access to a live training call?
They pay you on Monday, and you create the training on Wednesday AFTER the money is in your account
But you have to be able to write to be able to do it.
Now, one more objection you might have . . .
well can’t I just use video?
Two things:
1 if you could, why haven’t you built a million dollar business using video already?
2: most of the time, when people create videos – they flop – why? because they don’t know what to say!
You see, the SAME persuasion techniques I am going to teach you to WRITE is the SAME persuasion technique you would use to SPEAK in your video.
So if you can’t write it . . . you probably can’t speak it.
And if you can write it, you can speak it.
I remember when I first learned to use video to make sales . . . I had to write out the video scripts. If I couldn’t write . . .I couldn’t have spoken the video.
So why all this emphasis on the stuff in these lessons, especially the writing?
Because I know from experience that’s it’s a big reason why people quit and say, this is too hard.
But I want to convince you that unless you get over the “it’s too hard” part and just learn to do it – you will NEVER build the full time internet income that you desire.
Just like graduating from college or getting that first big promotion at work, or getting promoted to manager at your company,
or whatever your claim to fame is in the non-internet world – that was hard work, your fingers bled, you lost sleep at night, you got sick, you burned out, you broke down, you worked so hard . . . .
You can’t just ride on your offline success as CEO or bus driver or accountant or bookkeeper or desk jockey or efficiency expert –
Because the internet is different.
You see, the internet does not have the advantage the off-line world does of physically being able to pat someone on the back and say, job well done.
or of going to your bosses office and asking for a raise, personally promising to increase company revenue, or come in earlier, of whatever reason you thought you needed a raise.
It was personal.
People trust you in the offline world because you are trustworthy.
They know that because they spend eight hours a day with you (work) or four hours a day with you (bowling or golfing) or at home (12 hours a day)
But online . . .
the ONLY thing you have is your words.
Sure, you can speak with them on YouTube.
or speak with them in a podcast.
or write to them in an email, or an article, or a Facebook post.
But the trust you create is 100% with your words.
And if you don’t learn to use your words correctly to inspire trust . . . you won’t be able to make sales.
And if you don’t make sales, no one has invested in you.
And if no one invests in you, you don’t change lives.
And of course you don’t have a full time income, which is why you are here, right?
So . . . the writing is critical.
I’m also going to ask you to write a daily email, starting in a few days.
And if you don’t have a list, you are going to tell me you don’t have a list.
And I am going to tell you to write a daily email anyway.
You can send it to your top three contacts in your email account.
You can post your daily email on Facebook.
or speak your daily email onto a YouTube.
Or put it on your website or your blog.
But you MUST write your daily email.
if you do not, you will fail, simple as that.
If you do, you are way on your way to amazing success.
Writing a daily email is a habit you MUST do, starting nearly immediately (I will teach you how in a few days)
You are also going to start creating training that you can sell.
In a few days I will teach you exactly what to do and how to do it.
And what happens many times is that people are so scared to turn on the recorder and record the sound of their voice, that they never do it.
If you don’t, you will fail.
What’s the worst that can happen if you turn on your recorder and teach something you’ve already written out?
NOTHING!
And then you will listen to it and you won’t like the sound of your own voice.
Well, there’s NOTHING you can do about that now . . .you’ve probably been talking like that for 40 years and didn’t even know it.
Seriously, you CANNOT record something ten times over to get it right, just because you don’t like the way it sounds.
I’ve had people tell me they don’t like my accent, and some people tell me they love it, some don’t like the way some of my recordings sound – BUT I have NEVER recorded one over again.
But people keep coming back and buying my products.
Why?
because of the content not the sound of my voice.
You MUST get over any fears about recording.
Look, I’m not asking you to get over the fear of snakes (hey, they bite and occasionally kill)
I’m not asking you to get over the fear of drunk drivers (they drive off the road and kill people)
I’m not asking you to get over the fear of your government or your emotions or your wife.
I’m just asking you to open your mouth and turn on the recorder and talk to the recorder instead of just thinking about how you are going to change the world and what you would say if Steve offered to interview you on your topic . . .
instead, just PRETEND I am interviewing you for your product and RECORD it!
Recording training is VERY easy to do – and I’ll show you how.
And finally, as these pieces are all coming together, I am going to teach you how to attract people to your site.
I’m going to suggest to you some things that you might not think will work.
And just like everything else . . . they won’t work if you don’t do them.
I’m not going to go into what they are here, I want you to get these other pieces in place first.
Now, there’s one more thing I want to cover before I give you today’s homework.
I want to talk about the dedication it takes to make this happen.
You see, and I’ve made this very clear so far . . . this is going to be hard work.
And I KNOW you are willing to work hard.
What’s happened in the past is you’ve seen a business model, you’ve taken training or tried to copy it, you worked really hard,
You’ve bought training, and worked hard and gotten stuck.
You’ve done what the gurus told you to do and worked hard and gotten stuck.
Again and again.
And I can promise you this . . . this training for six weeks is kind of like a boot camp.
It is going to be really hard and you will get stuck.
And if you quit on day 17 or day 32 because it’s just too hard, you will once again be looking for another business model.
Please let me tell you this, please believe me, what I am teaching you here is EXACTLY what I do in my own business.
EXACTLY.
But the fact remains that I DO what I am teaching you here.
This is what I do, every day, to make a full time living online.
I write (just like I am now) and I write a daily email, and I write persuasively, and I attract people to my site, and I create training, and because of the trust I have instilled with my daily email,
I tell people they should sign up for my training (just like you did) and they pay me and they take the training and they learn and they have success and they like my training.
It’s what I do.
And it’s the way YOU will make your living.
You will write a daily email.
You will learn to write persuasively – so you can write sales letters that get people to pay you
You will learn to create training that people want to buy
And you will learn to attract people to your website who need what you have.
That’s what I”m going to be teaching you ,. . . and I promise you that the exercises I give you will teach you all of that . . .
AS LONG AS YOU DO EVERY ONE.
Now, there’s one more thing.
You must be dedicated.
You must be absolutely, 100% DETERMINED to make this work, once and for all.
You must have the willingness to take responsibility for making your business work.
If you just go along for the ride, do the exercises I give you just so you can say you did them
If you just go through the motions, and just barely do the work, just so you can say you did the work and then prove to me that my system doesn’t snap it’s finger with the easy button, and your business just spits out golden apples from the golden apple tree . . . you will fail.
You must have a willingness to really WANT to learn to write so persuasively that people WANT to give you their money in exchange for your awesome training.
You must be willing to find a way to make things happen.
When people don’t buy right away, you must be committed to finding out why.
When your sales letter doesn’t convert, you must be willing to read it like a customer and ask, would I BUY THIS?
And if not, you must be committed to learning how.
You must be committed that when it’s time to start going online and attracting prospects to your site, that you don’t spend your time watching YouTube videos or reading emails about push button ways to make a living online, that you don’t spend your time on Facebook reading and responding to posts.
You must make yourself so very laser focused on your success online that NOTHING will distract you.
People sometimes ask me what to do to not be distracted.
Here’s the solution:
WANT IT so bad that NOTHING can distract you.
If you really really really want something in life, nothing distracts you, right?
But the things that are really important to us, nothing distracts us.
And the difference between success and failure will be whether or not you buckle down and find a way to master that one thing.
Are you willing to dig deep and make this happen?
Great!
Lesson 2, part 2: Using Your 10 x 10 Matrix
If you have already created your 10 x 10 matrix, you are already well on your way to success in your information marketing.
In fact, I believe that you have already completed one of the hardest parts of building your information funnel.
So what are you going to use your 10 x 10 matrix for?
It is going to serve as the outline, perhaps the blueprint, for each of the next several products you create, as well as many of the articles you will write, and emails you will compose.
You see, no matter how big the product is that you create, it will still follow the basic outline of your 10 x 10 matrix, the only difference between the products is the depth of information and the depth with which you communicate with your buyers.
For example, when you write an eBook, you will lightly touch on each topic in your 10 x 10 matrix, by writing one page per topic in your 10 x 10 matrix, giving you a total of 100 pages for your eBook.
When you record your first CD series, you will do 10 one hour CDs, with 10 topics on each CD, giving you about 6 minutes per topic.
And with 6 minutes, you will be able to go a little deeper on your topic than with one page of writing.
And you will communicate with your buyers in a deeper fashion, as they will connect deeper with you when they hear your voice, rather than just reading your words on paper.
And the next place you can use your 10 x 10 matrix is in creating your coaching program.
Now with your coaching program, you may give yourself more flexibility than with the 10 x 10 matrix topics, perhaps covering some items for much longer than 10 minutes perhaps some topics might need a full hour of coaching for some clients,
whereas other topics might need very little coverage at this point, especially if a client has already consumed the earlier eBook and CDs.
So with coaching you see a deeper development into a smaller range of topics from your 10 x 10, but it will still serve as a strong foundation for your coaching program.
Two other places the 10 x 10 matrix can be used in product creation is in creating a home study course, which can be structured as sort of a cross between your CD series and the coaching core material.
Perhaps it will go deeper than the six minutes used per topic in your CD series, on some topics, but leave other topics alone, especially topics that don’t need as much coverage, and have been fully explored in your CD series.
And a future twist is that you can take one particular area of your 10 x 10,
perhaps a one topic section, and create a new 10 x 10 matrix just based on the content in that section, and create a much deeper line of products,
a line of products that is tightly targeted to one specific need, and can include a new eBook, a new CD series, a new home study course, and a new coaching program.
Now that you can see the big picture of what you will use your 10 x 10 matrix for over the next few months and possibly years,
let’s talk about what you are going to use your 10 x 10 matrix for now.
The first step, right now, is to write your eBook.
This will be done by writing one page per topic in your 10 x 10 matrix.
Now, you will notice that since you have done your 10 x 10 matrix (or should have) in a word processing document, you already have an “outline” of sorts.
So copy and paste that “outline” into a new document (so you retain your original 10 x 10 matrix for future use) and use that as the “backbone” of your new eBook.
That means you can literally write each page into your word processing document right into the outline you already have.
And you don’t have to start at the beginning of the document. You can write each day on the topics and subtopics that you feel most like writing about.
For example, if you don’t feel motivated to write about the very first topic in your 10 x 10 matrix today, just skip to the second topic.
And if you get stuck writing on something, just skip over to something else.
By using this process of writing on what interests you each day, you will find you can write a lot more each day, and your eBook will become completed much faster.
Of course eventually you have to go back and finish what you skipped, but many times when you have completed so much more of the eBook already, those topics become easier.
Here’s another tip – because your eBook is broken up into 100 small parts (subtopics, each of which will be one page), it is easier to do this in short sittings.
So instead of thinking you cannot sit down to write unless you have 2 hours, for example, you can write when you have the spare time also.
For example, you could write 2 pages when you wake up in the morning.
You could write 2 pages right after breakfast. You could write 4 pages on your lunch break.
And 4 more in the evening when you get home from work.
That would give you 10 pages per day, which means your entire ebook would be written in 10 days.
So for now, your next step is to write at least 10 pages in your ebook from your 10 x 10 matrix.
This exact process can be used for creating CDs, mp3s, videos, coaching programs, and any other product.
Simply use your 10 x 10 matrix as your outline for the product, and write, record, or teach each topic in your matrix, when you have completed each topic, you will have a completed product.
Now, before you go any further, I want you to think about how easy this makes it.
Right now, you can really VISUALIZE how easy it would be to write an eBook, am I right?
But I don’t want you to actually write an eBook.
I gave you that lesson EXACTLY as I’ve written it in the past for clients who ARE given the instruction of writing an eBook . . . because I KNOW that it makes it really easy to do it AND it makes it easy to see how easy it is.
So I wanted you to read it that way.
But I DO want you to pretend you are writing an eBook.
And write one page per day, just like the instructions above say.
Write one page per day based on one line on your 10 x 10 matrix.
So for today, write one page based on one line on your 10 x 10 matrix . . .
Lesson 2, part 3: Writing Lesson
Today – open up yesterday’s writing assignment.
Read it.
Is it persuasive?
That’s all – just answer that question for yourself.
Then set aside that assignment –
You will be rewriting that assignment at the end of the six weeks, then comparing your new assignment with this one – and you will be amazed at your improvement!
Today we are going to work on asking questions to determine if someone has a need for something (your product, for example).
First, choose three things to ask questions about…
something personal that might frustrate someone (road rage, people cutting you off)
something you sell (your own service or product)
something you can help someone with…for example, old lady needs help across the street
I want you to write at least five questions for each of the three things, that really digs at the problem.
For example:
Does it bother you when people cut you off when you are driving?
Do you get irritated when you can’t figure out how to (do something, for example, create a sales page, lose weight, control your anger).
Do you get frustrated that you can’t make it across the street before the light turns?
Try to write as many of these as possible
DAY TWO RECAP
You should by now begin getting a feel for how this is working . . .
You are going to be working on a few tracks each day . .
doing a single assignment in each of a few areas of your business . . .
and the way I have these lesson tracks laid out, if you’ll diligently DO each one of these things each day, at the end of the six weeks you’ll have a fully functional business in place –
and better yet, you’ll know WHY it works AND you’ll be able to write persuasively at will
So today, do the work in the week one, day two lesson, which aside from reading the teaching part of the lesson (which you’ve already done) is to write one page of content based on one line in your 10 x 10 matrix and do the writing exercise . . .
Not too much, eh?
More tomorrow!
Happy Marketing
