The 8 Content Creation Intentions -- Unleash Your Expertise and Empathy to Serve Your Soulmates

8/9/2019 The 8 Content Creation Intentions -- Unleash Your Expertise and Empathy to Serve Your Soulmates

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The 8 Content Breakthrough Intentions

Unleash your expertise and empathy to have

the souls you're compelled to serve set free


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Hey, this is Simon Hästö - founder of Honest Conversation Copywriting. Iwant to welcome you to this book (which sounds so damn weird but what doyou say..?). I don’t know exactly how you got here, but I would assume I saidsomething that resonated with your values (maybe it was some actionable stuffto make business more inspiring, maybe some copywriting tip, or you just saw

the name of my biz and thought it's very along the lines of how you wantbusiness to be done. The specifics don't really matter -- what matters is you'reone of those who don't want to make money just for money's sake, and thatsays a lot about you as a person and about how well this book will fit you.

Now, I want to talk about the graphic up there.. Does it make things appear a

bit overwhelming..? If that’s the case, sit tight, exhale deeply and just take inthe fact that, if you just have a few of them reasonably down you’re going tobe so way ahead of most people it’s a joke. You may not make the mostmoney (or you may), but that's not really what we're here for, right...? Ifyou're like me, you just want enough money to be able to do what you dreamabout doing, but it's extremely important you make the money in ways that

you feel good about and that you enjoy.

Again, about the graphic up there... how many of those would you say theleaders in your field truly have down..? Down to a basic degree...? I know - it'sridiculous. ...People call themselves experts without even able to convey whatthey say in a manner that makes sense or makes any impact on the person.

One of the things most "experts" lack is presence. Extremely important, right...?

Well, what if you suddenly felt super-compelled to develop your presence,while getting great guidance on how to do it. If those two things happened atonce - you got mad desire to develop and got help - and you went in there aftera while, into your marketplace, and you were just there for your customers,anytime you talked to them; in writing or recording blog posts, in creatingproducts and in marketing them. What difference would it make...? And that’s

just one of these intentions. Think you can do it...?


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your favorite leaders. Could they be leaders unless they were beacons ofauthenticity ..? You can be that person others look up to and start thinkinghigher of themselves after seeing (a combination of this intention and“embody something better”). You can be the person whose impact growsorganically because people just can’t shut up about her. If you have thedrive, you have the chance to be it (while if not, nothing will get you there).

So, motivated to take on the challenge to be who you truly dream of being for yourpeople..? Good -- let’s get this ball rolling.

Let’s look at another one... Imagine aiming at, and progressively getting closerto, being the source of authenticity in your marketplace; the person everyonelooks at and just loves because she’s so real in everything she does. Howwould that feel..? Is it difficult; does it involve a lot of steps...? No. And does

everyone do it..? Hardly. Think of some of


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Contents

Introduction to a very different world (business with empathy as

the driver).............................................................................................

My journey from completely and utterly hopeless to amazing

thought leaders....................................................................................

Preparation - the truth that forever keeps 95% of westernized

people worthless at selling (but will now be harmless to you).............

What is right in marketing and what separates a product from a

package of info....................................................................................

The 8 Intentions summarized....................

How to view implemention of the factors (a very destressing truth)....

Fleshing out the factors - bringing you one step further to

awesomeness :) ................................................................................

How to practise the intentions....................................................

Embody something better -- You as your clients’ symbol of the

principle that means most to them......................................................

Simplify everything -- replace confusion, stress and sadness

with empower mental peace...............................................................

Be their beacon of Authenticity -- your expressed imperfection as

proof that being oneself is enough......................................................

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8

10

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21

24

25

28

30

38

41


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Embody Matter-of-fact Conviction -- believe in them even when

they don’t, and they will......................................................................

Be present -- the undercurrent of everything......................................

Be the friend that holds them to their standards (like any true

friend would)........................................................................................

Be the person to accept them unconditionally....................................

View the relationship as life-long - be the person to inuence them

positively whatever happens (and reap the rewards)..........................

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Unleash your expertise and empathy to have the souls you're compelled to serve set free

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A lot in creating amazing products has to do with being amazing in them.)

Information is everywhere – you probably want to get away from it more oftenthan you want it. So, the “info” in info-products is never the value - in factit's seen as a bad thing.

Something else, something more, is required for your product to be wor-thwhile for people to spend time taking in. ...And that’s where this guide comesin; in order to stand out, in order to make the impact you truly can make in yourmarket, you need to know what is needed from you and how to implement it

(as well as know enough about the potential conse-quences to be pumped to goafter it).

Awesome content, that no one can through, isn't awesome content. If it’sinspiring, but includes nothing for people to take action on, it’s not of much

value. If the words you say in the product/marketing are great but you don’tseem like a good person, people won’t use your product (they probably got theproduct for free, and are completely turned off from ever buying from you;

you're put in the mental dust bin)If your product is like most – not perfectly simple to get through - and you teachin a field which is like most - where people are challenged to do something thatmakes them nervous - you need to make sure to always expressively show yourconviction in their ability to get through it and get results, or they will neverget through the product (and you’ll be bombarded with refunds and have farless of an impact than your product may actually deserve).

If the product is great in every other way but, in marketing the product, youfeel a huge urge to “make the sale” (rather than being focused on helping), theproduct is worthless (because no one will have it). Can you come up with somemore examples where a great product is rendered worthless because somethingis missing…?

In any case, these previous few paragraphs should demonstrate the

value of the right mindset when creating and marketing products.


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Simon Hästö - Honest Conversation Copywriting

What is needed, to make your product more than a package of informa-tion,

and you more than someone who gives a package of information, is something"more information" can never provide. The solution has to come from you;and, in fact, to a huge extent the solution is you. It sounds weird, andprobably a bit out there, but really think about it… What was the distinction inthe products with the biggest impact on your life…? What made them"quality"…? If the answer that pops up in your head, when thinking about it, is“information” then isn’t it safe to say that - given that info is a commodity - itwasn’t the "information" but the quality of it...? How it felt to take in. How easy

it was to grasp and to use? How the person who delivered it felt to listen to/watch/read, and how you felt about your own ability to digest and apply theinformation for the betterment of your own life.

One of the big dilemmas with information products, right now, is the fact

that we can’t stand getting more information while at the same time

needing it. And the way we get out of that endless loop of garbage

consumption – and help others to get out - is to find, and consume, the

best information and create and sell the best information. And that’swhat this guide is about.–

...It’s about delivering information in a way that’s worth to listen to, to apply

and that changes people’s life for the better.


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My journey from completely and utterly hopeless to amazing to thought leadersPeople like you and I - who want to be successful not only in a mere

monetary sense - easily find ourselves under a glass ceiling. We have these

visions, yet are unable to actually realize them; because we're just not "nuts

and bolts" people. We want to get our message out there, to see SOME

results – so we know what we’re doing works – and also to finally help

people in the ways we know we’re amazingly gifted to help. We have a

million reasons for wanting to make that happen, and there are a million

different ways to do it… yet it doesn't. Not a lot happens. The myriad of marketing options cave in on us; leaving us feeling lonely,

confused, with nothing tangible to rely upon or anyone to trust to lead us

in the right direction.

I don’t know if that sounded like you, but I know it was me. That’s the

story of how I went completely f*cking bonkers over going out there, on

the net, day after day, with high hopes – because, given my ability and

desire to help, it was just obvious to me that I would be able to help people.

But that didn't happen -- day after day, week after week, month after

month, I continued to go blazing down the highway– filled by a

continuously filled tank of hope and passion to help - only to, over and

over, end up at a cliff, by a sign with the words “marketing” on it.

Why believe in what I have to say?

The way I write – my copywriting - has blown away some of the absolute top

people in internet marketing. But I have some way more powerful things

to share that should convince you.


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Simon Hästö - Authentic Marketing Alchemy

Reasons to believe what I share works

If you’re still a bit unsure about whether this approach actually works to

make money, have a look at what some of the top people in this industry

have been doing…

John Carlton. Successful…? One of the top copywriters in history. Have a

look at this John Carlton Copywriting Tips: The Snarling Beast Mindset.

Wasn’t what you saw just a good guy, talking to you about being the

person to step it up for someone who needs what you have. Yep, and that'swhat we'll do here -- inside your products, in marketing them and in selling

them.

Carlton's words are golden examples of copywriting and marketing,

because they are about what people need - you can tell it's all really

common sense. …It's not magic - it's as down-to-earth and reality-

connected as you get, and that's also exactly why it works. He isn’t pulling

magic tricks on anyone and neither should you (it isn’t needed, and besides

- you and I would rather bang our heads against that door all day longthan pull manipulation on our people).

His copywriting is so successful not in spite of but because he’s just that

friend talking to you, that guy to hold you up to your own highest

standards (the person who not only pushes you toward them but

expresses belief in you being able to realize them).

He’s so successful because he points at something better, because he’s just

right then and there with you, and speaks plainly about you connected towhatever he’s selling. See how this is all awesome stuff…? The kind of stuff

you may have assumed you can’t make money doing because you feel

good about it and making money can't be done in cool ways..? I know

I’ve felt like that; we’re all bombarded with manipulative marketing

messages, and often barely anything else, so we’ve been conditioned to

believe those work (and, thus, naturally that the opposite doesn’t work

while nothing could be further from the truth). This guy exudes the truth

that writing ability or grammar skills have no impact whatsoever as far ascopywriting and marketing ability go (the best copywriting ever

https://www.youtube.com/watch?v=9H05cwAStTghttps://www.youtube.com/watch?v=9H05cwAStTghttps://www.youtube.com/watch?v=9H05cwAStTg


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didn’t know what an adjective was in the course of his that I have).

You could also look at someone like Steve Olsher, who was told, “howcould you help anyone..? You can’t even help yourself”, and has nowbecome a millionaire teaching personal development and people fin-ding out how to make a living by improving their and others’ lives. Is henow a perfect person in all possible ways..? No, who is? The point is,regardless of what anyone said – people who’ve probably not had 1/10 theimpact he has – he did his thing, did it for other people and just went for it

(and I’ll show an example of him exuding this here below).Look at this guy; is he a person who seems to be burning to helpothers…? Most Unhappy with their Jobs: Author Steve Olsher.

Rich Schefren, maker of more internet entrepreneur millionaires thananyone else, says you can’t become rich before you become real, and thatit’s always only about making money by being you (spending all yourtime doing what you love doing and you’re best at). Having a look at him,you’ll see he’s a completely imperfect guy with a huge heart. Look here18 Months of Greatness: How Rich Schefren Built His $10 Million Business.Looking at his face, and whatever else could give you any impressionabout him as a person, does he look snakeoil salesman:ish…? In myopinion, you couldn’t get further from it. He's like you and I - average guywho really wants to help.

Preparation - the truth that forever keeps 95% of westernized people worthless at selling (but can

from now on be harmless to you)

Before anything else happens – before you as much as look at theintentions, and even less start trying to internalize or implement them –

you need to know a few things about marketing. On the following page or

two I will go through the things that – if you’re like 99.9% of regular people

http://www.youtube.com/watch?v=lKwgixwqJt0http://www.youtube.com/watch?v=Rh5ujHdjI78http://www.youtube.com/watch?v=Rh5ujHdjI78http://www.youtube.com/watch?v=Rh5ujHdjI78http://www.youtube.com/watch?v=Rh5ujHdjI78http://www.youtube.com/watch?v=lKwgixwqJt0


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Simon Hästö - Authentic Marketing Alchemy

in the western world – are drastically holding you back as far as mar-

keting (therefore business) goes. …However, if : you’re currently not crippled in your marketing, you do believe and act from the belief thatpeople are willing to, right now, pay you what you need to live the lifestyle

you desire, and if your actions in sales reflect the belief that selling iscomfortable and can be done in cool ways, then you may skip the followingpages down to the headline “What is “right” in marketing”.

We see marketing and assume it’s amazing for us

If you’re like I used to be, something tells you money can’t be made

by being your genuine, imperfect self with other people. That's just

not how it works. Money and who you are - two forever separated

things. We feel like we're constantly fighting an up-hill battle; that theonly way to win is by making people believe we're something we're not

(which leads to real, proper insanity).

There's an opportunity in all this superficiality. An opportunity to be real.

We’ve all grown so tired of the bullshit - especially those fit to workwith you; those who value honesty above pretty much everything else.

Good marketing is human; constantly, deeply tied to our shared

psychological roots.

People’s belief of what marketing is, and what works, is a direct

consequence of the marketing they are regularly exposed to. What

they are exposed to is (for anyone who is regularly exposed to

mainstream ads) something like “video where people look cool”, “video

where people are witty and you have no idea what is sold". In short, videos

that hardly help anyone or sell anything, then and there. Bringing us to the

burning question; is this marketing - the "what are they selling", "is this

supposed to help me"? marketing - the kind you want your business relyupon to grow, sell and help people..?


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Those ads lead us to believe, genuine isn't desired or needed.

They teach us, heart, authenticity, and desire and ability to help

aren't what sells. What you see, instead, is a focus on superface - what's

visible; the message we get, essentially, from mainstream marketing is

"entertainment is everything -- spend the most hours, and money, on the

entertainment aspect and you can win". Entertainment at the cost of

helping isn't a win in my book.

So, the only marekting we'll talk about, learn about and practise, in here is

the one that sells by actually helping people and helps, inspires and

educates them even if they don't buy.

We think we aren’t good enough as we are to be paid for

it

There’s just something missing, right…? At least that’s what I’ve thou-ghtmany times. …Why do we think this way…? It only makes sense, to me,

that it’s our conditioning talking to us. We’ve heard, since we were

young, in conversations about money and about other things, that who we

are – imperfections included – is simply not good enough to "win", that

something always has to be added for us to really be good enough (and not

feel ashamed, and finally be accepted). And which beliefs are empowered by

the ads around us...? Yeah, shame, "you're not good enough" and things like

that.

So, it goes way deeper than simply being an in-the-moment thing and is way

broader than being just about money; it’s a foundation of the messages we’ve

heard being said with the most conviction. ...Parents unconsciously instilling

their own "I'm not ok" beliefs in us, with the conviction of someone who

has built their whole self-image and world view around that. How could we

escape...?. Thing is: for the people who need what you know most and fit

your personality best, nothing could be more right than what you haveand your way of delivery.

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“Why would anyone listen to me…”

We assume that’s the truth, and probably never really question it unlesssomeone comes, who really believes in people’s potential (you can bethis person for someone), and breaks us out of that way of perceivingourselves.

Thing is, in assuming no one would listen to us, we effectively disregardthe proof we have – that people would listen – that we’ve seen anytimeanyone has ever been helped by us. …Or listened to our advice. We jump to the conclusion. JUMP to the CONCLUSION.

…

See how abrupt and fnal those words are…? We jump to the conclu-

sion, and speak – in our own minds or to others – with certainty aboutour inability. …And that builds something that just gains traction as time

passes and our questioning it doesn’t occur.



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A small thing you can do anytime the question, “Why would anyone listen

to me…”, pops up, is stop… and then plainly ask yourself whether that’sactually a reasonable question to ask. Would you ever answer “yes” ifyou were in a rational headspace..? Feelings make us think anything.Take a few deep breaths, center yourself, and ask yourself if you don’tyou have anything of value to bring to people; and if you don’t also havesome – yes, you only need some (you can always learn) – value to bringto the people you want to help (through selling products). Some of themost important things you can have are the openness to yourself pos-

sessing value for other people, and an understanding of who you wantto help.

“I’ve created and sold products before, and I’m not a leader in my

market”

This could be for a few reasons… rst off (which I expand upon in thisguide), you may see products as something arbitrary; something yousell to make money. Fuck that. Do you think that is how the people whotruly change lives through their products views them…? Yes is not theanswer.

Do you think “producing" the kind of content a hundred million Chinese

and Indian people do for dirt-cheap will change anyone's life. No, you need

to be in that content; it can't just be words. It needs your soul, because we

need it. The value isn't the "information in a bundle" called a product,

but what that product helps us do; the tools it equips us with and how

your way of delivering your advice makes us feel about ourselves

and our ability to use it to affect actual change.

Anything that distinguishes you, as a person, from the leaders in your

marketplace, will go in to distinguish your products.


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Let's say honesty is your deepest held value. And you want to bring over

another industry leader's people to your own camp; the ones, among his

prospects, who value honesty the most. What do you do...? Be honest. You

are honest. You could do other things - you could do lots of things to get

opt-ins - but the deepest resonance, the one to keep them with you for the

right reasons, will come from aligning yourself with their (and your)

highest value.

“You simply can’t sell without SOME type of manipulation”

Well, consider this... Let’s say your friend is in a bad place… if you see

things clearly, and know the solution, won’t you sell him on your

solution...? No money would be involved (you wouldn't take it if he offered

it) and it would all come from your heart. Good sales come from connection

- manipulate us and we run.

With that friend... will or will you not do anything you can to make sure

he at least tries this solution (which you saw worked for someone in hisexact situation)...? You will. And that will be good sales, because trust will be

there and leadership to make things happen (they may not be "friends" in

the regular sense but in all the ones that matter).

“This guide seems to take on a very soft approach, and soft

doesn’t sell”

You’re right and wrong. Being soft doesn’t sell, but neither does being

pushy or a hard ass. It's all about what's behind that softness or hardness.

Treating someone with actual present-minded empathy sells. You can sell

in a number of ways – high-pressure selling can work. But if you can choose

an alternative…



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Even if you couldn’t reach the same amounts of money with edu-cation/

heart-based marketing (which would be a lie) as with being pushy, isn’t an

income sufficient to sustain your dream lifestyle with your soul intact

preferred over money and a soul that's starving?

http://twitter.com/?status=RT:%20@LetUsReinvent%20any%20marketer%20will%20find%20this%20truth%20like%20balm%20for%20the%20soul.%20http://bit.ly/1fnoqaZ


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The marketing Big Picture - Bringing Who

You Really AreYou can be the person who “makes a living” through spending long hour

doing things that you dislike, or feel meh about. You can “do suc-cessful

content production” by “getting things out there”, that is good enough to

sell, but won’t change anyone’s life nor likely has any of you in it (because

that wasn’t the focus in producing the product). …And you ca make money

doing this! Biggest problem ever; because it leads nowhere else than into

denial. Into something average. Something galaxies away from what you'vetasted (if only in visions).

What does a lifetime of that sound if an alternative approach is finding

people who already want what you can give if those people are also the

kind you're inspired anytime you're around.

The point here: constantly do what you can to keep tied to the people,

character traits and vibes of the people you not only can but want to help.Don't get a business dependent on pleasing people you despise. A good

marker of having found a good niche is that you'd gladly help them

with no money exchanged.

You may not be able to relate to creating or selling a product... But you've

probably had a job you disliked. Well, above metaphor applies also to you

doing “good enough to keep the job”, but bringing nothing of who you

really are into the world or work ing with people you don’t even want inyour life. If this is your own situation, this small investment may be worth

consideration http://www.peopleperhour.com/hourlie/make-your-to-do-

list-inspiring-relieving-effective-exciting/192696)

Staying in the just mentioned situation – whether as an “content produ-

cer” or soul sucking job employee - is effectively killing everything about

you that’s worth anything (for you or anyone else).. You might not die

physically, but can you physically live in a life that's not living..? Yeah - I

have.



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Going to a soul-sucking 9-5 – no matter how safe it seems or how well

you’re paid – and “getting content out there” because it “works”, is takingyour life away; and you may even see more and more clues that so-

mething’s wrong. ...But you can't leave because that uncertainty scares you

more. If that's your situation, again check http://www.peopleperhour.com/

hourlie/make-your-to-do-list-inspiring-relieving-effective-exciting/192696.

I’m saying all this to because you need to start bringing your real value to

the world; who you really are, unapologetically, because it's who you really

are. This guide is about doing that through products, selling and in yourmarketing.

Since you are here, I think you’ve felt something wake up inside you

(when reading my marketing material). But that’s not enough. Stakes need

to be set, reference points gained - so you can not only intellectually

"know" but feel and start to live this stuff. Inspiration isn't doing it.

Again, you've tasted your own amazing potential. Not because you aremore amazing than anyone - we are all way more than we realize or allow

ourselves to believe. We have these visions and, afterwards, tell ourselves

to stop believing ridiculous things like that. Well, you've also moved

through those barriers; if you look back, you see proof of it.

What Separates Product From Packaged Information

Creating products isn’t about packaging information. That's what everyone

does and is a perfect recipe for drowning in a flood of cookie-cutter how-

to. Text, audio and video can only ever be delivery mechanisms. Of

what…? Not info. Something else… something the product creation

aspects cover well, and which this whole guide will talk about, give

examples of and show how you implement in your own stuff.


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If I were you, and I wanted to get the absolute most out of reading thisbook, I would let the questions “What is product creation about?”, "What is

marketing" and "What is selling about" simmer. Just let them be there, in

the back of your mind, and bounce them against any kind of business

event. A great way to take the first step toward doing this "asking

questions"-thing is to stop reading, for just a second, and let each question

"bounce" once. May not be necessary to you personally, but is to a lot of

people; and learning is defined as building new connections, so it may be a

good idea to take 30-90 sec to try it :).

Products are never about products, but about the consequences

they have for its users. Your mindset needs to be made up of a

number of things - which often intersect - that produce good

consequences in tho-se who use the product; good consequences all the

way from reading your sales piece to digesting and implementing the

content. These will both make you a supreme source of inspiration, in the

eyes of the buyer, and causes your advice to be understood and acted

upon - good for people and good for your business.

If you want to become a worldwide source of inspiration and help, you

need to work forever on your mindset; not only how you want to seeyourself and others but how you actually see yourself, those you help and

work with, and the actions spring from that. You need to know what you

need to be, in order to help people, and – more importantly – be it. That's

what we'll get right into, starting now.


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Unleash your expertise and empathy to have

the souls you're compelled to serve set free

Again, there they are. we'll talk about each aspect, in three phases,

connected to three different things. First you have a simple, singlesentence, summary of each one. It's followed by a meatier version, which is

an inspiring big-picture version designed to both inspire you and get you

to see the real potential in instilling and implementing these in your b

usiness. Then we go to into fully fleshing each one out; connecting them toproduct creation, marketing and selling, with checklists and everything. So,

we move from a very simple getting-the-gist summary (ideal for simmering

in your mind), along an inspiring big-picture overview and end up at a

how-to thing which connects the nuts and bolts.

SUCCESS

Be their

beacon of

Authenticity

View the

relationship as

life-long

Be PresentEmbody

something

better

Embody

Matter-of-fact

Conviction

Be the person

who accepts them

unconditionally

Simplify everything

Be the friend that

holds them to their

standards



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Embody something better

Be the symbol, for your clients,of the message, principle or valuethat means most to you and thereforebonds you with your ideal market.

Simplify everything

You strip things down, organize them,use simple language, show examples and

provide templates).

Be their beacon of Authenticity

In you, they have someone who expresseswhat is going on inside of them; so they cantrust you and indirectly understand that beingthemselves is enough, and what could be a greater gift…?

Embody Matter-of-fact Conviction

You know they are able to do whatyou teach them, and you express itwith enough conviction that theystart believing it themselves.

Be present

The undercurrent that dictates achievementand enjoyment in anything. Without it, nothingcan be achieved or enjoyed.

Be the friend that holds them to their standards

You know their potential, and you care enough tohold them to it when they don’t (even if they can’t see


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their or believe in their potential).

Be the person to accept them unconditionally

There’s a deep-seated acceptance as foundationfor your whole relationship with them.

View the relationship as life-long

You’re just a someone who will positively inuence their life,and keep doing it whatever happens, and then they just make

the purchase-decision whenever they feel like it (and, believe it or not,up to a certain point, this is the most protable way of doing business)

So, there they are! I know not all of them may make complete sense (or

much sense at all) at the moment. But that's also not the point - the point

is to get you thinking, imagining and making your own connections. All I

really want is for these to have given you kind of a new gut feeling of

business; a new feeling of what it can really be, a new experience of how

the everyday business activities can be carried about in a way tightly

connected to your vision. Also, there's something very empowering here...

Most people master none of these in their products, sales marketing. Do

you hear people even talk about this stuff..? ...So you have what kind of

advantage..?



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How to view implemention of the factors (a very relieving

truth)

Not all Intentions need to be included in every product, every instance of

marketing or sales. Not at all. Again - remember what we're competing

against. People throw around their hard-to-digest-or-apply content, which

was made in a sloppy made with no conscious intention of building what

might leave a legacy or start a movement. That's our competition. So, we

don't need to master, or evne use, all of them. But wouldn't it be cool if wetried to become really good at a few and started using several...? I mean,

this stuff makes it all fun, inspiring and exciting. Brings meaning.

Another reason why you don't need to panically start thinking about, or

applying, all of these... A lot of the factors kind of intersect; so taking

on one, and internalizing it, naturally brings up another to bring in to the

picture (or even includes another). The simplicity in your content might

bring trust, because it shows you actually cared enough to make it simple.Maybe being trustworthy positions you, in their mind, as someone they

want to have stick around (and thereby plants the seed for the relationship

to be life-long).

Have a look at the list above, of the factors, and think to yourself how many

of them you see present in any single product or course or serviceyou’ve ever invested in. I'm sure you'll find, if they were present they were

present in stuff created by the absolute top guys out there. ...Telling us

what about these factors? That they work!

Now, let’s go one level further into why including these factors in your,

creating, marketing and sales is a good idea.


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Fleshing out the factors - bringing you one step

further to awesomeness :)

Embody something better

Imagine if you were, to your customers – to "strangers" (hate the word) -

that person they look at to ground themselves regarding what life is about.

What if your presence demonstrated that; if your character simply exuded

this. May seem elusive but I'm sure you've felt it with some people. And thosepeople you remember. They might have been a lot of other things but they

were especially this and it was invaluable for you to see. Just to be there with

them, for however short a time, and take it in. It can inspire for years. This

kind of person is so inspiring not because they believe in themselves but

because they believe in others. They inspire so much because they are

open to amazing things. Be the person who manifests the incredibly

beneficial and uplifting truth that you desperately want them (your ideal

clients) to understand is true about them. That's what I'd call an ideal client,and that's what I'd call a message worth sharing.

Simplify everything

Einstein said, something like, if you can't explain it to a 6-year old you don't

know it well enough. So this is not about dumbing things down. Imagine ifyou were the person who instantly, and throughout a program, took the time

and energy to break everything down into as small pieces as you could, made

sure to remind them of what they had just done (to get instant retention)

and done so far in the program (to make sure it all sticks), what is coming

and why you’re doing what you’re doing (to keep up their motivation to

continue going through the program). …And imagine if you then did those

things through the simplest, everyday terms you could. That’s

simplification (and it helps you hugely, too, in producing the product; aswell as marketing and selling it; which I'll go into when fully fleshing out

these factors).



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Overwhelming products is a huge factor in refunds, in people not getting

out of them what they desired and expected and, more importantly, in

your inability to use products to truly impact lives (which leads to never

buying from you again, unless you really use some of the other intentions

later; as they will remember the results of the program they tried).

Beacon of authenticity

Imagine if you were one of those people who showed whatever you

really felt for the whole world to see, always. What would the impact

be…? Not just "how much of an impact" but how would it impact other

people and yourself...? How would you feel about just expressing it all,

constantly, like one, subtle fluid motion...? How would people look at you if

you did it? If you were the one who, in your actions, demonstrated

acceptance of not being accepted, what would they say about you?See the relationship as life-long

Your product is about nothing else than the consequences it has on

those using it. Your mindset needs to be: It's okay whether or not people

buy now, in the next week or next month, because there's a lifetime of

buying-opportunities. Having someone on a list, to which you send

genuinely helpful information, costs you nothing*, so you should just be

super relaxed in the tone, in which you send this information and invite

them to invest in your stuff. Because whether they buy now, tomorrow or ina month doesn't matter - because if they fit you, and you take a long-term

perspective and abide by the intentions here, they will keep on coming and

buy. Thingis, you simply cannot know why x person didn't buy, at this

specific time, and not accepting it will only cause you to miss out on

helping your absolute dream client. *you should put a limit after which you make

them not part of your thing anymore; like 3 months; but that's not the point here)


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How much more willing do you think people will be to stickaround if you’re the kind of person who demonstrates it’s okay to be

insecure...? If you express your insecurity, and they know your

business is driven by a desire to help them? With that kind of message,

you’d be the go-to guy in way more areas than just “internet

marketing” (or whatever topic you’re teaching).

Embody matter of fact conviction + Be the friend that holds them

to their standards

Imagine being the person they can rely on not to accept bullshit. What Imean is… you can be the guy who constantly reminds them of the possi-

bility.You are neither rude nor downplaying the difficulties they’re having –but simply point them back to what is possible if they push through.

People pay thousands and thousands of dollars a year to have someone like

that in their life,so it can't really be exaggerated.

Be Present

All of this, the authenticity, acceptance, holding them to their stan-

dards and viewing the long term effects of what you’re doing,

and, really rests upon having presence.

If you’re not present, at any point in time, you’re pretty bound to be

caught in worries, and if you’re worried, you’re in a state where you

probably won’t allow insecurity to show (because you start WORRYING

about what that might mean, as ridiculous as that might sound now), so

you can’t demonstrate that being your sometimes-insecure self is cool, so

people can’t feel accepted.

If you can show the world your insecurity, you've won - and so have your

people. But you need presence first - to realize, to have the eyes tosee

around you, the fact that everyone is afraid. With your presence, and

insecurity shown, your people will appreciate your pushing them on


Be the friend who accepts them unconditionally

http://twitter.com/?status=RT:%20@LetUsReinvent%20I%20feel%20empowered%20as%20hell%20in%20my%20%23marketing%20after%20reading%20http://bit.ly/1fnoqaZ


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because they know you’re not that big jerk, retarded Mr Success dude.

You’re real. This kind of “coaching” is backed by your matter of fact con-viction that they can do what you’re teaching them to do (and this HASto come from actual conviction; you need to exude it, because you sit onevidence that it can be done, and you need to give them your evidence,over and over).

If you’re mentally absent you will also, probably, not be able to really bepumped about the long term effects of what’s going o, because you’re

simply too caught up in the problems of the present. You will be cons-tantly focused on “making the sale” (with all the MANY and HORRIBLEconsequences of that mindset), and you will not be strategic in what youdo.

If you decide that you simply CAN’T implement more than one of

these ways of looking at your clients (intentions), then choo-se to

cultivate your presence. If you do that, you will have the foun-dation

for all of the rest (and it will be way easier to access them).

How to practice the mindset-factors

Just make this simple. You choose one of the factors, and then practiceit. You practice it by writing a little “content snippet” (a sentence), or ashorter article, which includes one of the factors (make it one or you’llinevitably do worse; and that’s what every super successful person says).You could also make these things happen on video/audio. …However,if you’re not already completely in-tune with these concepts – meaning,if you don’t already know exactly what they mean and actually EXUDEthem in voice and on camera – then writing them is a way more time-and energy-effective way to go about this (you will nd out why soon).

These things are mostly feeling-related, so the best way of going about


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practicing the factors is by far to just channel it and write (yep, sounds

super woo woo, but you can’t really talk about something emotion-basedin any way that doesn’t). What do I mean…? Well, as their beacon of au-thenticity, you just communicate honestly with your audience. …That’s it.And the same goes for most of the rest (simplicity is an exception).

The real difculty, and what you will have to work with a bit, is being ableto channel these things. If you don’t believe in change and that anyonehas huge potential, then embodying that is going to be impossible. …Soyou need to get inuences, into your life, that consistently embody thesethings (don’t worry, though; I go into how this is done a lot later).

With the difculty being admitted, though… know that this all has tocome from within. If you genuinely care for your audience, at any givenmoment, you’re going to show that acceptance, be honest, put their be-tterment above your benet way more than if you didn’t care at that mo-ment. …So, you can denitely start applying some of these things – andthey will apply themselves, basically – but some you have to do work toget, and work will always produce better outcomes.



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Embody something better -- You as your clients’symbol of the principle that means most to them

What does “better” mean..? What I’m talking about here is the value/ principle that drives you most in life. …Yeah – big words. But you needto be big, on behalf of those who don’t believe they are, if you’re going tobe able to inuence them to start being it (whatever “big” is or means intheir case). For me, the values are honesty and authenticity – the thou-

ght of that just makes everything easy. I honestly feel as if everything ispossible, everything is exciting and I just want to go out there and live(when I think of my message). It keeps me grounded – and few thingscan be more valuable for people in this day and age.

Another example is the thought, which I believe to be true, that honestyis really all that counts in life (no matter if we’re talking relationships, ourrelationship with ourselves, career or anything you do). What would your

“thought” be…? What is like a sentence that has driven you, from timeto time, that has then also come back – time after time – (which is thetell-tale sign) to make you believe in something bigger (it doesn’t haveto be the exact same sentence, only it has kind of the same meaning).

Think of some of the most inspirational people ever... didn’t they, really,only talk about a few things? A few. And weren’t those things pretty ba-sic? Yeah – so it’s not in information. Martin Luther King went on stage

and said things people had known for years and years (that we needto come together for example), but in a way that moved people. …Andthat’s what you need to be doing. As I’ve said countless times, informa-tion is everywhere. People are more prone to try and get away from itif they encounter it, these days (if the information remains just informa-tion). complex/detailed in the way they spoke. Denitely not.

(I’ve said this before but it’s worth repeating). Remember: this isn’t


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about having a package of CD:s/DVD:s/pages/videos on the Inter-

net. The quality of a product equals the impact it has on its buyers. If ithas awesome content, but no one gets through it, it’s a worthless pro-duct. If it’s inspiring, but includes nothing for people to take action on, it’snot of much value (albeit more). If the product includes great content butis so ugly no one buys it, it’s worthless (and vice versa). If the product isgreat in every other way but, in marketing the product, you feel a hugeurge to “make the sale” (rather than being focused on helping), the pro-duct is worthless (because no one will have it).

Can you come up with some more examples where a great product isrendered worthless because something is missing…? In any case, thisshould demonstrate the value of your mindset.

One of the most important things you can keep in mind, throughout theprocess of product creation, is that this isn’t part of the industrial age.You’re not fastening screws to wood and done. You need to be doing,and you need to see what you’re doing as, something that speaks topeople’s best selves, has them believe they can manifest that self, andgive them content to actually act upon realizing their best self.

Creating a product is about packaging a transformation (in the formof content people get through, are inspired by and can use for their be-tterment). The more you take this into account, and act accordingly, thebetter you’ll do, the better what you do feels and the more you’ll helppeople out (because they will buy and tell their friends how great it was).



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So, if your message has to do with authenticity – and all your best mo-ments in life have had authenticity in them – you might want to makeauthenticity your message. …And you “make it” your message in aneffective way, by embodying it; be authentic (if “authenticity” is your mes-sage) on camera, when speaking or in text. If this still feels abstract/likeit doesn’t work in reality... I know for a fact seeing the authenticity in thefaces/voices of a few people on video/audio, has made me look/listento them hundreds of times and made these people role models for me

in life. That’s inspiration; that’s embodying something better (and that’swhat you need to be doing; no more, no less).I didn’t even meet these people! It may sound crazy, but my strongestrole models have actually been people I’ve never met. I will go into theactual how-to of being this person on camera/audio/text, but wouldn’tit be like the best thing to ght for to become this beacon of light in so-

meone’s life...?

How to embody your “something better”-message in yourproduct

You have to literally be the message. In order to be it, what needs tohappen…? You have to believe in it. In order to believe in it, you needto have rst actually seen it (in your head or, much more sustainable, inyour life; around you).

You may nd, in trying to accomplish this – in trying to make the messa-ge part of your reality – that your surroundings seemingly try to make itnot occur. They are going to say things explicitly to keep you in the oldreality (probably one created by them). Honesty hurts – so it can scarepeople if you just start being honest all the time (but isn’t it worth it…?).

Is what they do to make your transformation not occur done to hold you



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back..? No - it’s done to protect you. Just as you feel threatened, and

scared, going after making this new thing into what you live by, they arescared to see you do it (because it threatens their image of who youare and, in extension, may threaten the image they have of themselves;which is all very scary).

But, the thing is… for the same reason that this message is what youneed to ght for, while being scared, the message is probably exactlywhat your surroundings need to get from you. And get from you with

strength, conviction, without holding back. You do believe in your messa-ge with conviction (at least when these people are not around), so makeit habitual to speak about it with conviction. Don’t lter it through “whatare they going to think…?”. Just do it.

How can you do this..? First you have to believe in it yourself (beingsomething can only happen when you believe in it). Just as I discussunder the “embody matter-of-fact conviction” factor, you need to con-

sistently immerse yourself in environments where messages are beinggiven that have you believe amazing things can happen in the unlikeliestof circumstances.

…Do you have someone around you, or someone you could READ orWATCH ON VIDEO, that points to someone like you being able to do– or even do easily - something you would’ve never believed you’re ca-pable of (I’ve found these people to be the people I want most in my life;imagine if you could be that person for someone).

You need to make it a habit to get yourself around inspirational peopleand messages. However you do this, it’s absolutely crucial that you do ifyou’re ever going to be that inspirational leader (and not just WANT to beone, saying words a leader would say while constantly communicating

disbelief in what you’re saying).


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How Embodying something better affects your role

Refer to everything said above.

How Embodying something better affects what you create

If you go into lming your videos/recording your audios/writing your pa-

ges with the intention of embodying this amazing thing for the other per-son… I mean, how inspiring is that? A BIT better than “creating content”,right?

You can get a person to “create content” for $1/hour. That’s not being aleader, that’s not ever going to lead to a career; a professional situationwhere you’re proud of what you’re doing, where you really make an im-pact on people’s lives and where you can see the gratitude on the faces

of those who bought from you.

If you’re to be this amazing thing for the people you want to serve, thingswill just come out of you. …You literally won’t be able to contain yourself!(This is how I feel writing this guide, by the way; I couldn’t imagine spen-ding my work time better.) Truth be told: just being driven won’t make allthe content organized, and simple and useable, but it will inject in thecontent a vibe very few other people have in their products, makes the

creation process a joy, the marketing natural (and who knows what itdoes to attracting and interesting JV partners…?). …And that’s a goodstart isn’t. Add organization and you’re WELL off.


http://twitter.com/?status=RT:%20@LetUsReinvent%20REAL%20TALK%20about%20what%27s%20needed%20to%20create%20produts%20that%20actually%20matter,%20on%20http://bit.ly/1fnoqaZ


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How Embodying something better affects how you sell

Let’s say you do a sales piece (if you’re condent on camera, imagineyou doing that) and you’re connected to the one thing that drives youmost, the one amazing thing you most want others to realize in themsel-ves and their lives… How will you talk? Will your rst words be meek orgrab attention? You will be like a person who found the fountain of youthor something (minus the hype; because it probably doesn’t exist).

Will you speak at or to the person…? To – and it couldn’t be any otherway, because you have this message you deeply, deeply, deeply wantto communicate (in fact, communicating it, and communicating it in away which is really picked up on, seems like the only thing that matterssometimes; if you don’t feel this about anything, you haven’t found yourmessage).

This is a message that allows them to make things happen they neverbelieved they could make happen. Will you have a hard time connec-ting your product to the realization of what they’re after…? No, no, no…you’re going to be vomiting possibility.

Will you have a hard time meeting and addressing all their objections…?No – because you will genuinely care about making sure you meet themat their level, and steer them where they need to go. Will you be naturally

inspirational (therefore, likely to INSPIRE sales)?

Summary: Surround yourself with the people (in real life, video, audio,books) that embody a belief in your “something better”-message. Thereare people in whose presence it’s blaringly obvious they have no be-lief in any potential of anything positive. You need the opposite of thesepeople – those who just BEAM potential at you; anytime you’re aroundthem you see, and hear, their belief in their potential, your potential and

everyone’s potential.


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This message, again, isn’t just some random thing you pick, because I told

you to or because you “think you should”. This message isn’t a should – it’sliterally the thing that picks you up in your darkest moments; and has youstill believe in the potential for you to have a life where you live like youwant to, with those you want to, and work when you want to with what youwant to.

Embodying-something-better-checklist:

*Is the way you think about your product more “soulful and useful

with a box around it” than “good looking box with information insi-

de”? Is it something far more impactful, and meaningful, for you and itsbuyer than a dvd-package that looks so good it makes you proud? …Thelatter – when brand consists of “look” - is the bullshit way of marke-

ting that wins laughs, awards, sells nothing and helps no one.

*When going to talk with your audience (in whatever modality andcontext), do you feel pumped…? Or tense and ridden with performan-

ce anxiety. When driven by your message, you’re automatically lookingforward (from the sheer inspiration that you feel). If your situation ISN’T likethat, you’ve simply got the wrong message, or you haven’t looked at all itsbenets (the “whys”) or are simply not present to them all.

*Do you genuinely feel it makes sense that you would be the go-to

guy for anything in your market? Any aspect, however small or stran-ge. When you ask yourself this question, you get the answer for the ques-tion “have I found my message and am I actually driven by it in my work?”.



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Simplify everything -- replace confusion, stressand sadness with empower mental peace

You’re simple in your language. Nothing can ever make you be anythingbut the person they can rely upon, who will say it like it is and spend thetime necessary to get them on the right track (also known as overcomingobjections). You’re the one who refuses to use any but the words yourintended audience can understand.

When it’s the best choice, which it most often is, your words are thesimple words that inspire; because doing anything else distorts commu-nication, dilute message (in short: takes from you the power to inspiresomeone to change their life). When something can be split into pieces,you split it into pieces. When a template can be given, and should begiven, you give it. You use examples for anything you think may be misin-terpreted or not understood completely. You use frameworks to organize

everything you teach. Everything you do revolves around making so thatyour audience are able to use what you’re teaching (no other audiencematters).

How Simplifying everything affects your role

If you have any experience with information overload/overwhelm of any

sort, you know just the kind of relief you would have from having so-meone explain things sufciently. …Nothing else; not what they think isenough but what they see, from those they teach, is enough.

Some people don’t make it a huge thing to simplify things; but know thatthe whole point of teaching is to deliver information in a way that

those you’re teaching understand and can apply. So, your role is to

be the one who turns your information into something your customer

understand and use.


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How Simplifying everything affects product creation

When you simplify everything, YOU will understand your product’s con-tent better. All the different ways of organizing things (using frameworks,power point slides, mind maps and what have you) are brilliant ways toorganize and plan things.

Have you tried creating products before…? If you have, you’ve probablybeen in the situation where you know you have this awesome thing toshare, that would really help people, and you nd that the problem isn’ttoo few ideas but too MANY. That the lack of organization is pretty muchthe only thing that keeps you from doing really well both with money andhow you inuence people. In that case, it’s amazing to use a framework.

Steven Covey’s 7 habits is an example of a framework – he simply cho-

se 7 things, made a map of them (which is ultra-simple) and organizedhis whole book around convincing you of the importance and impactof applying the habits, and in what order they need to be implemented.

That’s it.

How Simplifying everything affects how you sell

Is not having a lot on your mind good for social interaction…? It’s neces-

sary for it to be enjoyable. …We might not be taught that it’s the case, butenjoyable social interaction is actually a huge part of being able to sell(ask any top salesman who is NOT of the high-pressure sort).

So, how do you initiate a sales conversation from the simplify everythingmindset..? Well, from that frame of mind you’re just free of mental BULL-SHIT (because your view of the universe is “simple”). So, you have no-thing blocking you from talking (and isn’t that quite, quite useful when



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interacting socially?).

You’re free to just be yourself (on camera/in writing/audio) and to ad-dress what’s actually going on; so you’re mentally free enough to hit upa conversation about something that’s on the other person’s mind (whichis what being social and selling effectively is all about) as related to yourtopic.

The above will grab attention (because the person feels you read theirmind). Then, you just go into talking about the different problems anddesires people like him/her probably have, and – this is key – becauseyou have this very free and open mind, you’re able to see connectionsand give examples and metaphors of what you’re talking about.

Metaphors and examples make things easier to understand, and – im-portantly – in the context of selling, makes it easy for you to show to yourpeople that you know how they work, so you can paint the picture. Be-cause you’re simple-minded, because your thinking is very clear, you’reaware of where you are in the conversation with the prospect and caneasily transition into connecting your product’s features to the potentialclient’s worries/desires (which is a huge part of selling).

Frameworks are step-by-step systems, and because you’ve learned tothink step-by-step you’re going to be able to not only “counter” objec-

tions but, rst talk about them free from worry (because your mind isfree), which makes you very believable, and then go into reasons, whyyou think this and that objection isn’t true for your product, and then justgive reason after reason why that’s the case. Closing the deal will beeasy because you’re mentally able to just revert back to what you’ve al-ready said, and bring up all the reasons for buying once again. And, thekey is: your simplify everything mindset allows you to do all of this.


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Simplicity-Checklist

*Can you easily think about the big picture of the product/program?

*Can you easily talk about your product and how it relates to so-meone’s life? If not, don’t worry – just keep making the whole conver-sation you have with your market - and the way you think about whatyou provide - more conversational and friend-to-friend. That way, youwill condition yourself to naturally think of yourself as, and talk like, theirfriend (and whatever thoughts were blocking your true empathy fromcoming out will disappear).

Be their beacon of Authenticity -- your expres-sed imperfection as proof that being oneself is

enoughWhile you want to strongly communicate that things can be better, younever want to do it at the expense of authenticity. You want to simply andalways communicate whatever is actually going on inside. That’s actua-lly more important than anything else (because it builds trust and whatcould be more important when marketing online; whatever is the qualityof what we’re selling, we’re dead in the water without trust).

This is another trait of great leaders/charismatic people. They don’t shityou. They are themselves, right then and there. That’s why they ever areable to reach out, and why people have no problem taking in what theyhave to say (imagine hearing Martin Luther King’s words from someonewho sounded like he didn’t care about people; the words were right buthis voice tone and behavior communicated the opposite. What wouldyou think of him…?).


http://twitter.com/?status=RT:%20@LetUsReinvent%20Huge%20truth%20about%20how%20to%20lead%20people,%20on%20http://bit.ly/1fnoqaZ


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So, again: you need to surround yourself with whatever makes you au-thentic (because if you don’t, you won’t be authentic and if you aren’tauthentic you can’t be an authenticity role model – someone’s MartinLuther King or “insert your personal role model”.

How Being their beacon of Authenticity affects your roleAgain, let’s think of some of the most admired people in history… whatmade them admirable? Was it perhaps that they spoke their mind? Atleast partly, right? Are people admirable perhaps because they showtheir weakness? Because they dare to be different? Speak up when noone else does?

Can’t you be this person for those who buy from you. Find out how youcould be it; how could you communicate these things, explicitly, in yourproducts…? And, if doing it explicitly is not possible or optimal (veryhard for me to say), then make sure to start being authentic in your lifeand you will start exuding it for your customers (and what could be moreawesome).

Can you think of someone who exudes “this is me, and you’re free to

think whatever of that”? For me it’s enough to see someone be extrover-ted with vulnerability for me to completely love them. The same goes forthe person who can’t fathom how others can put their fear of being seenas weird above the gift they give if they go talk to someone who looks/islonely. That’s the kind of person I’m talking about.

Be a symbol of this for your people and you’re leaps and bounds aheadof anyone else in your market (in the world? I don’t know. But if you

aren’t, aren’t you at least in pretty good company?).


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How Being their beacon of Authenticity affects productcreation

If you go in intending to inspire them to be honest to themselves andother people, how do you think you will feel. Pretty awesome…? I thinkso. You drop all the bs, and just talk to people. Can you imagine thefreedom you will feel when you do your products and marketing like that

(as opposed to going into shooting a video feeling like a world separatesyou and you have to nail every word; which makes me sad and is in factsomething you see even with the top internet marketers. Don’t do it – butbe genuine – and you’re above 9/10 of the absolute, absolute top guys).

What I said won’t happen every time, for anyone, but it should be moreand more the case for you as you shoot, record and write. …And whatcould be a better habit for your product creation.

You’re your audience’s peer, ally; you know something they haven’t -gured out – for a reason that has nothing to do with them being “not asgood” as you at all – and you’re excited to share it with them. That’s whatit comes down to. You’re just a dude talking (in text/audio/video) abouthow they can do this and that, and you’re doing it like a friend.

How Being their beacon of Authenticity affects how yousell

You’re just a person who talks to them. Plain and simple. Think this setsoff any alarms…? Think you will have a problem grabbing attention be-ing one of the few, out of all internet marketers they know, to not justramble words about your product but actually say hello in a courteousmanner and then start talking about them and their situation…?

Think that will mean they feel related to, and compelled to continue rea-ding, or not? Think, if you just casually, without any bells and whistles,



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mention how this product has affected people’s lives in positive ways,

that they won’t believe you…? If you then, when addressing the po-tential objections, continue being conversational do you think they willclick away, not listen or not believe in you? And, nally, do you think anauthentic person calling to action will not be effective?

And do you think having an authentic voice tone/behavior will lead tosales?Authenticity-Checklist

*In any given moment, do you honestly feel more drawn to spea-

king your mind or going with the herd? Be honest with yourself, whenanswering it. If you feel drawn to the herd, that’s simply because youhaven’t broken free yet. And that’s okay – but do it.

*Do you feel as if other people are strangers or that that sounds

completely ridiculous? If the former, you need to start becoming morepresent around people, and tuned into how they feel, as well as expressyourself. …Whenever you activate those parts of you, you will sense avery tangible comraderie with everyone around you.

Embody Matter-of-fact Conviction -- believe in them even when they don’t, and they will

You are the person who believes in their potential. Whatever they’vedone before, and however bad they’ve done it, you’re convinced thatthere’s a possibility for them to do what you’re teaching. You’re

also the one to show them why they need to do it (which you put in thesales piece – and, to keep them motivated, peppered throughout theproduct) and how.


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You need to believe, in your heart and soul, that the person you’re talking

to can do what you teach them to do. If you actually don’t, are you sellingto the right people…? If you actually believe it, but don’t believe it in yourmarketing, your every word will make them think they can’t do it (espe-cially on camera, or in audio, this is going to be incredibly appearant tothem; because your eyes, facial expression, voice tone and behavior willcommunicate whatever you’re feeling).

Maybe you, just generally, have an upbringing – or a life situation– that

tells you change isn’t really possible. If that’s the case, you need to startresearching – even youtube works ne - people who make changes thatseem impossible. Like someone who starts working out at 65 and benchpresses 300lbs three years later, the 80 year old woman who nishes anIron Man and things like that.

We know those things are possible, but are bombarded – much moreconsistently – by messages saying that much smaller things are impos-sible (the TV news and ads make you feel retarded). So, rst step – andsomething that needs to be everpresent – is getting in touch with sour-ces that tell you (the medium is irrelevant) that great things can happeneven though they haven’t been great.

Why conviction from you is so important for your clients

A lot of us – especially those, like me, who have had self-esteem issues– get carried away with doubt sometimes, when we try to do somethingnew; we get an instruction and immediately jump to negative thoughts,which form beliefs that become conclusions that we can’t do x or y.

We need to make sure this doesn’t happen for our buyers (or, if it does,to extinguish that doubt-re). It’s very dangerous – if we’re not there tohelp them out, we risk a very high refund-rate and, more importantly,our products won’t have the optimal impact on people; because they’re



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simply going through them, or even applying them, in half-hearted ways;

without real, bona-de belief, that what they set out to do can be done(in fact, this lack of belief sometimes causes them to not “set out” onanything special whatsoever).This belief in them can also come from the way your product is cons-tructed, from a lack of applying the simplify everything factor (they mayactually believe in their ability to make x happen, but your product is sonon-pedagogical that they think something’s wrong with them in regardsto doing the thing you’re teaching them to do)

Your conviction in their ability becomes their belief in their ability

If you’ve really done your homework – and completely immersed your-self in messages of possibility (wherever they come from) – you’re goingto have seen things that were way more “impossible” than whateveryou’re teaching people to do. Really – it’s a given.Going by the above, it should be beyond the shadow of a doubt thatthe vast majority of the people on your list/who you aim to target cando what you are teaching, right. Now, your product – the words, said orwritten – are going to carry a real sense of conviction. They will exude it.

Make the conviction explicit

Now that you have the conviction, you need to bring up an example ofsomeone who were like them (your potential customers) who were suc-cessful with what you’re teaching.

Maybe the person was you, or maybe it was a client of yours or someoneelse, but you need to bring this message to them.

Make it a habit to, throughout the creation of your product – wheneveryou plan, write or say something - have in the back of your mind the


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question, “will what I’m teaching now, and the way I do it, give rise to

doubt in the person’s mind over whether they can do it?”. If the answerwas yes, if you’re writing a book you need to re-phrase what you justsaid, and if it’s in audio/video, you need to address it (that you unders-tand they just got concerned regarding their ability, but that they don’thave to be because of x and y).

How Embodying matter-of-fact conviction affects your role

Again: do your homework. But if you have, you’re going to naturally bringhope to people because of your way of speaking, the words you use, theangles you see situations from (maybe they would tend to see the ne-gative in a specic situation, and couldn’t see potential in that situationeven if their life was on the line, and you come and point out the positiveas if it was nothing; especially powerful to see in video).

You’re going to be an inspirator, who leads by example; the kind of per-son who makes people believe in their own ability just by being aroundyou. Because you can, you have a responsibility to pick people up – toshow them what’s possible and to point out to them, in ways they feelrelate to them and that they can believe, that they can make it happen.

That’s your role.

How Embodying matter-of-fact conviction affects productcreation

You become responsible to continually put yourself in the believing sta-te, when on camera or in writing, so your product conveys all the infofrom the perspective of “you can do it” (of course, so that people feelthey can do what you’re telling them to do).



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How Embodying matter-of-fact conviction affects how yousell

What effect do you think believing to the core that anybody, who buyswhat you have, has the potential to do what you teach has if it’s combi-ned with a passion to help…? You will be able to CRUSH any objection,combining a matter-of-fact belief in them with the passion for what theycould make happen.

You will go into the sales conversation (text/audio/video), like a guy who just found the fountain of youth. You will then, because you’re convincedthey can make things happen for themselves, do your utmost to makesure they realize what’s at stake here (so, after grabbing their attention,you immediately go into the problems you know they have – the market– and what you’ve seen others like them do, and just pound your visitorswith reasons to believe things can be better for them (Never ever make

income claims or things like that, though.). Then, you simply direct themsaying what is the next step they need to take if they want what you haveto sell.

Conviction-Checklist

(don’t worry if you don’t have most of these down; I am providing a chec-klist for anyone, on any level, to use; you may need only a few of these).

*Does your inner voice talk about huge potential in them in a mat-

ter-of-fact? Remember, you have to be in a mental place where convic-tion about potential, belief in capability and change, is an afterthought.In other words: your current reality must, somehow – regardless of whe-ther it’s because you change friends or you start watching inspirationalpeople on youtube (start SOMEWHERE, right) – be one where amazingchange is a solid belief you have. You need to be the starting point of


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your prospects’ conviction in their own ability.

*Do you have something you can do, every day, to increase the

belief in potential and change? Something simple. Go full-out here (ifyou start at the relatively small level of watching videos of inspirationalpeople, make them the MOST inspirational videos/people).

*Is the conviction maintained in sales conversations (in text/voice).

If not, it’s probably because you’re conditioned to change behavior

when “selling”. If so: just remember it’s a friend you’re helping, andnothing else.

*When objections to buying from you come (again: this is in a sales

letter – in text, or vid) don’t EVER give up, but keep in mind you’re

there as the friend who knows people like them have accomplished

great things with what you’re trying to sell).

*The above is true for calling to action; the call to action is the

most important moment in, and the dening factor for, any sales

conversation (and, depending on the quality and area of your pro-duct, could e

The 8 Content Creation Intentions -- Unleash Your Expertise and Empathy to Serve Your Soulmates

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