Marketing

I Believe… Help My Unbelief

by

The odds are stacked against you as a marketer.

Your should-be customer or client has developed a sophisticated system for NOT buying from you.

(The system is deadly effective, even though he was hardly aware that he was building it.)

One of the main components of this system is disbelief. No surprise, right?

But what most marketers don’t consider is that disbelief comes in two flavors:

1. Disbelief about your or your product/service

and

2. Disbelief about his own ability or worthiness to experience the transformation you promise.  

In other words…

Your prospect can believe that you help save marriages… and disbelieve you can save HIS marriage.

To neutralize this part of the anti-buying system, you have to

1. Prove that you can deliver a result

and

2. Prove that you can deliver a result FOR HIM.

I want to talk about #2

How do you do it?

Identify the B.S. stories he tells himself… about himself.

A significant percentage of your prospects will never buy from you — not because they don’t want what you’re selling or because they don’t believe you’re good at what you do…

… but because of their limiting (dis)beliefs.

A Prospect's reason for not buying is the B.S. stories he tell himself 57.1% of the time.
*All figures are estimates

Some generic B.S. stories include

  • “I’ve failed before, so trying again is pointless”
  • “I’m not smart/handsome/wealthy enough”
  • “People who look like me don’t/can’t do that”
  • “I haven’t paid my dues yet”
  • “I don’t deserve to be rich/happy because I did XYZ in the past”

You can uncover more specific crippling B.S. stories by talking (or having your team talk) with people in your target audience.

Get on the phone.
Send surveys (but take responses with a grain of salt).
Spy on them online (social media, Reddit, Amazon reviews, etc.).

You’ll gain fascinating insight you can to overcome objections in your copy.

Showcase People Like Him Who Got the Result

Once you know some of the B.S. stories, find examples about people who contradict those stories.

The more unbelieving prospect see himself reflected in your marketing messages — including his dreams, challenges, and B.S. stories — the more your message will resonate…

And the weaker his disbelief will become.

Leverage A Unique Mechanism

Position your offer as a special, proven approach your prospect has never seen before.

Show him why it’s different — and why other solutions fail.

Your unique solution helps him understand why he may have struggled in the past. And it can give him hope for future success.

Make it Ridiculously Easy to Take the First Step…

Offer a sample. A free or low cost trial. A 7-day challenge.

One of the main reasons people fail is because they never MOVE. Get them to take the first step and you unlock optimism and even confidence by default.

That confidence can force your prospect to re-examine his disbelief — especially if you…

Give Him a Quick Win

Provide information or action steps that will give him some forward momentum.

It only takes a little… and you can deliver it right inside your marketing copy if you like.

This give the prospect more confidence and trust in you. More importantly, it builds confidence and trust in his own ability to reach his goal.

An obviously you’re the person best equipped to help him do it.

Now, there’s something to be said for not convincing anyone who’s not already sure he wants to work with you.

But no matter how you approach your own business growth, it’s helpful to identify the disbelief and B.S. stories that hold your prospects (and customers) back.

You can work that knowledge into your marketing or use it to improve results inside your paid offers.

I hope this helps you grow in one way or the other.

Have a productive day.

P.S. Overcoming a prospect’s disbelief in this way is part of  “killing them softly” with their own song.

This Weird Halloween Ritual Made Me Famous

by

Every Halloween, my family freaks out trick-or-treaters with an unusual ritual.

Some people think we’re crazy.

Others love to play along.

Either way, it’s a tradition that’s made us semi-famous in each neighborhood we’ve lived in over the years.

(Actually, it goes back further. My wife’s been doing this since she was a child.)

On the morning of October 31st, we start putting up Christmas decorations.

As you can imagine, kiddies in their costumes are confused and delighted.

Teenagers and parents snap pics and stop for conversations.

We love it.

But we do get some pushback, though. A good percentage of people tell us…

“It’s too early to start thinking about Christmas.”

Which brings us to today’s marketing lesson.

How early is too early to ask for the sale?

This is a question that comes up a lot when I speak with entrepreneurs and budding marketers.

The answer is… probably sooner than you think.

So often, we’re conditioned to believe you have to get someone to “know, like and trust” you before you’ve earned the right to ask for the sale.

Or we’ve been told that we have to GIVE before we ASK.

Something about jabbing… jabbing… and more jabbing before anything else.

There is some truth to those concepts.

But people don’t buy just because they know, like, or trust you. Otherwise most of us would give all our money to our mothers.

No, people buy what they desire.

If you’re selling a product or service that:

  • relieves their fears and frustrations…
  • solves their pains and problems…
  • helps them reach their dreams and desires…

You don’t have to wait long to give them an opportunity to buy.

It can happen in the first email in a welcome sequence.

It can happen directly in a Facebook ad.

Don’t be fooled.

When you make the right offer to the right person, the right time is probably now.

Keep this in mind…

The classic AIDA formula still applies.

You have to get attention and interest before you can direct desire toward your offer. (That can happen faster than you may think, too.)

In the same way that you can start decorating for Christmas much earlier than many people think… You can start selling before you’re done throwing Gary Vee-style jabs.

After you’ve grabbed your should-be buyer’s attention and started generating interest in what you’re talking about, it’s safe to start moving toward the sale.

Let’s get it!

P.S. I just recorded a video diving deeper into this in the Inbox X-Factor membership.

I honestly believe it’s one of the most valuable trainings I can share right now. 

If you’re aggressively growing your email list, these insights could be worth millions of dollars for you.

You can check it out inside Inbox X-Factor.

… and they left the cocaine

by

This crazy story happened 101 years ago, almost to the day.

On October 20, 1909, a team of federal agents sat on a stakeout on the Tennessee-Georgia border  

Their target: a truck headed north from Atlanta.

As soon as it crossed the border into Tennessee, the agents intercepted the truck and took possession of its cargo.

40 barrels and 20 kegs of Coca-Cola syrup.

The government decided to bring a sue Coca-Cola for adding “poison” to their popular beverage…

Caffeine.

At the time, a high-ranking guy at the Department of Agriculture was on a tear, enforcing the newly-passed Pure Food and Drug Act.

This guy was appalled by the “thousands of Coca-Cola fiends” he saw during a tour of the country.

This is where this story gets even crazier.

Because while the government began prosecuting Coca-Cola for over caffeine…

Coke still included trace amounts of cocaine!

But caffeine had to have it’s day in court.

(Incidentally, this court case actually generated MORE demand for caffeine by consumers. The opposite of what the lawsuit was supposed to do.)

In the end, the case was dismissed on a technicality. And in 1929, Coca-Cola stopped putting cocaine in its drink.

But not after creating millions of coke fiends.

This story has a few interesting takeaways, but we’ll just talk about two of them today.

Number 1: Never count on the government to know what’s best for you… or to do what’s right for you.

You’re going to have to control your own destiny, my friend.

Number 2: It’s easy for anyone to focus on the wrong things. Too easy.

That tendency slows down your progress and can even sabotage you.

When it comes to marketing your business, it’s insanely easy to focus on the wrong things.

Or at least suboptimal ones.

You probably already know email is the highest-ROI marketing channel there is.

So here’s the question: are you focusing on maximizing that channel in your business?

Or are you focusing on another, less leveraged activity?

Email is the cocaine in this analogy.

I believe it’s a mistake for you to focus on marketing “caffeine.”

If writing consistent, high-converting emails is something you struggle with (or don’t have the time for), this may be helpful for you.

Never Waste A Good Crisis

by

This week, disaster struck the Bryant castle with swift fury.

I got this weather alert at 3:27 Monday afternoon…

Within 3 minutes, the sun was swallowed by dark clouds and the wind got stronger and stronger.

I ran outside to try to secure what I could… but in less than 2 minutes, those clouds began hurling rain and the wind started moving things around the yard.

I hid under the gazebo to stay dry while I strategized.

My wife (being far smarter than me) told me to get in the house, and it only took a few seconds for me to see the wisdom in taking shelter.

And by the time I got into the house and looked out the kitchen window, the top of the gazebo collapsed.

Here’s what it looked like after the storm:

Obviously we weren’t the only ones.

This storm caused a ruckus all around the Midwest.

And actually, with 90 mile an hour winds, marble-sized hail and lightning strikes around our neighborhood, we were very lucky.

Here’s another silver lining:

The storm gave me a great excuse to send my list a dramatic email.

Disasters, accidents, failures and hardship make for GREAT emails (and sales letters, ads, etc.)

The kinds of emails your readers WISH you’d send.  

That’s why today’s subject line is “Never let a crisis go to waste.”

In politics, it’s about using tragedy and fear to push an agenda.

For entrepreneurs and marketers, it’s a different kind of opportunism.

Your personal story gives you authority to speak into someone else’s life… to show them how to handle situations they’re struggling with.

It’s better than any degree or certification you could study for (in most cases).

Plus, once again, the difficulties in your life give you an entertaining reason to get in touch with your readers.

To connect with them.

And to show them what you’re made of.

In my experience, the more of that you do, the more money you’ll make in your business.

P.S. Chances are, you’re already sharing some of your “crises” on social media. Why not turn them into money-making emails?

I still haven’t written the sales page for Inbox X-Factor, but you can get in here.

You’ll get a plan for what to write about every day of the week (if you want to email daily). If you’d like to write more emails and make more money in LESS time, I think this will be insanely valuable for you.

Need Help Sending More Emails (and Making More Sales)?

by
Inbox X-Factor email marketing

I’ve had more conversations than I can count with entrepreneurs and marketers who struggle to email their lists as often as they know they should.

Many of them really aren’t sure how to make money with email.

As a result of those conversations, I launched Inbox X-Factor earlier this week.

Inbox X-Factor is designed to

  1. make it as easy as possible for you to send more emails to your list (and spend less time doing it), and…
  2. showcase effective tactics and strategies that are working RIGHT NOW to help you make more money from each email.

In short, Inbox X-Factor gives you access to:

  • Live email clinics, where we’ll write an email from scratch on video. Watching the process can help you find your own rhythm and gain confidence
  • Timely email ideas and inspiration, so you never run out of reasons to email your list
  • Unique subject line templates and examples
  • In-depth training to help you unlock the money-making power of email. Studies show email produces 40X ROI. These lessons will help you get there.

For THIS WEEK ONLY, you can become one of first members of Inbox X-Factor for $47/month.

On Friday night (July 10), the price goes up to $97/month.

If you have a list and an offer (or clients who have them)…I believe Inbox X-Factor can help you making MORE money with email in LESS time — starting as soon as today. If you’re interested, click the link in the first comment.

>>> Click here to lock the discounted price of $47/month for Inbox X-Factor.

The Evils of “Salesmanship in Print”

by

“Salesmanship in print” is an outdated description of copywriting.

And not because everything is digital now…

If you saw my interview on John Forde’s Copywriter’s Roundtable, you know where I’m going with this.

I decreed that copywriting needs a new definition for this new decade.

Think about it…

Why do we constantly have to justify our use of the word “salespeople?”

Because the word conjures images of the sleazy guy hawking barely-functional cars off the New Jersey turnpike…

Or the fast-talking pitchman pressuring Grandma Sarah to buy penny stocks with her Social Security check.

Those negative associations can be tough to overcome.

The other risk is that a copywriter-in-training may assume those are characteristics to aspire to.

High pressure.

Deception.

Exploiting grandmothers.

Which is the opposite of how a copywriter (or any other human being) should act.

When we stop saying “salesmanship in print,” we can avoid some of that blowback.

So…

How should we define copywriting today?

“Showmanship in print.”

Showmanship adds storytelling, demonstration and drama to the mix.

You know, stuff that people enjoy.

Moving forward, showmanship will be more and more essential for grabbing attention, building interest, inflaming desire and producing action.

I’ll this cover this topic in future newsletters, so stay tuned.

But you may want to go deeper, sooner.

Today I’m opening Inbox X-Factor, which is designed to

  1. make it as easy as possible to send more emails to your list (and spend less time doing it), and
  2. showcase effective tactics and strategies that are working RIGHT NOW to help you make more money from each email.

I’ve had more conversations than I can count with entrepreneurs and marketers who struggle to email their lists as often as they know they should.

Many really aren’t sure how to make money with email.

In short, Inbox X-Factor gives you access to:

  • Timely email ideas and inspiration, so you never run out of reasons to email your list
  • Unique subject line templates and examples
  • In-depth training to help you unlock the money-making power of email. Studies show email produces 40X ROI. These lessons will help you get there.

And more.

For this week only, you can become one of first members of Inbox X-Factor for $47/month.

On Sunday July 5, the price goes up to $97/month.

If you have a list and an offer (or clients who have them)…

I believe Inbox X-Factor can help you making MORE money with email in LESS time — starting today.

Have a productive day,

Coronavirus Marketing Kit

by

Call me crazy…

I am 98% convinced that this coronavirus scare is overblown.

In fact, I’m about 95% sure it’s completely manufactured and manipulated.

But whether or not you agree with me, one thing is abundantly clear…

The concept has captivated people around the globe.

More than that, it’s driven people to take action.

Think about it: this may be the event that FINALLY gets people wash their hands after using public restrooms.

I don’t mean to be insensitive to those who have been affected by this virus.

But, as I’ve said in the past, anything that grabs the attention of millions can reveal important insights into human nature.

If your business can use some extra attention, can you afford to NOT pay attention to stuff like this?

Agreed.

Now, I encourage you to think about this topic for yourself to see what lessons you can uncover…

But I’d love to share a few of my thoughts.

Let’s start with the most obvious.

Fear Still Works… If You Know How to Work It

You’ve probably heard it a thousand times: the natural human reaction to fear is about twice as strong as the reaction to pleasure.

Makes sense, right? You have to be alive to enjoy… anything.

Despite having heard it, many of the marketers I interact with still hesitate to use fear in their campaigns. It just doesn’t feel right.

And I get that.

But let’s be honest. There are some frightening things out there. Things your customers should be legitimately scared of.

If they eat a pound of bacon for breakfast every day, they should be worried about heart attacks…

If they don’t pay attention to their wives, they should be worried about divorce…

If they can’t get people to buy from them, they should be worried about their relatives mocking them when their business fails. (The resulting money problems could lead to divorce, too!)

[Note the Body, Bank & Boo focus.]

Those are legit fears… and YOU can help them overcome them. Sometimes — more often than you might like — the best way to get their attention is to leverage that fear in your messaging.

Don’t feel funny about it. This is how you make the biggest difference you can make for your should-be customers.

So…

Even though the CDC says most people are infected with some form of the coronavirus during their lives…

Here’s why COVID-19 scares the pants off of so many people — and how that helps you be more influential

One:
This novel coronavirus has been dimensionalized to a greater extent than other strains. It’s seems more “real” and not just a far-away concept

I mean, even if you’re not actively looking for it, there’s a good chance you’ve seen a picture of the virus’ crown-shaped structure somewhere.

Even the name has been leveraged. “Corona” refers to crown. That isn’t unique to this version of the bug… but it now owns a little real estate in your brain that influenza does not.

An invisible germ has been made visible. Memorable.

Two:
There is automatically a fear of the unknown. We all know exactly where this virus comes from, right? An exotic sounding province in China (which is already seen by many as a nefarious force in the world) called Wuhan.

Name another illness that you know EXACTLY where it originated.

If you thought of Ebola and Africa (which is far less specific), remember how scared many people have been about Ebola outbreaks in the past?

Three:
There are lots of specifics. The media continually updates us on how many cases there are and where. The word “pandemic” is thrown around loosely.

They’re also sharing stories about supply shortages, quarantines and other scared people.

Although we don’t see many of stories like this one from the Washington Post…

Which brings us to…

Four:
Social proof works like crazy.

When everyone else is terrified, maybe I should be, too!

And…

Five:
Those supply shortages indicate a complete lack of ability to adequately respond to the potential pestilence.

It’s an effective force multiplier for the fear.

Not only is the disease deadly and spreading quickly… but the people we trust to keep us safe are simply unprepared to deal with the danger.

It’s one thing to go to war with an enemy. It’s another thing to step onto the battlefield with no ammunition.

Six:
There’s mystery about how this germ is spreading. I’ve seen the term “unknown origin” of new cases in the U.S. more than one time.

The unpredictability of “who’s next” makes it all the more nerve-racking… because it could be you.

Seven:
People, especially in America, have already been introduced to the idea of viruses threatening to wipe out our species or turn us all into flesh-craving zombies.

This is a more subtle influence.

Many of us have already seen this doomsday scenario play out in best-selling thrillers or on the Hollywood big screen. In the back of our minds, it’s not all that far-fetched.  

Okay, now…

Here’s a Quick Rundown of Action Steps for You

0) Try to get comfortable using legitimate fear to reach your potential buyer. It is one of the most effective ways to get him to stop and pay attention.

1) Don’t just mention the fear or the source of that fear in your sales copy. Dive into the details that make the fear real… tangible… visible. Refuse to be 1-dimensional in your descriptions.

2) Consider tapping into the fear of the unknown that all of us have. When your would-be buyer THINKS he knows what you’re going to say — or already knows how to deal with the fear — he’s going to tune you out.

3) Share specifics. Not just statistics, but stories. Both images and word pictures go a long way.

4)  Get as much social proof as you can. It doesn’t have to be testimonials or reviews of your own. Just show how many people are feeling what you’re talking about or doing what you recommend.

5) Don’t let your prospect overestimate his ability to fix the problem alone.

We all deceive ourselves some times. If he’s unprepared, it’s your job to alert him to the fact — and make him believe it. Don’t be a jerk about it. You’re not trying to make him feel bad about himself. You’re helping him be realistic and honest.

6) If possible, create an air of mystery about the source of your chosen fear.

Even as you’re giving details and specifics, an underlying mystery that makes the fear even more unnerving — and the solution that more urgent.

7) Leverage fear your ideal buyer already has. You don’t want to have to convince him he needs to be scared of the thing you’re talking about.

If your boogeyman isn’t something he’s already scared of, you can likely make a connection using the Body, Bank & Boo principles.

—

Question for you: have YOU taken any marketing lessons from the 24/7 coronavirus news blitz?

Feel free to share them in the comments.

Did You Try Balancing Your Broom on Monday?

by

If you’re anything like me, you were utterly fascinated by the broom-balancing boondoggle that swept the internet earlier this week.

(Forgive the pun.)

You probably saw pictures and videos from astonished people who wanted to test out the claim that the earth was tilted “perfectly” on February 10th.

If you hadn’t heard about this, do a quick search and you’ll find a ton of posts and articles. Apparently the hashtag #broomstickchallenge even trended.

Only problem is, the whole thing was a hoax (which you’ll also see tons of posts and articles about).

#broomstickchallenge persuasion

Did your B.S. meter pick up on the hoax or did you know better because of the depth of your scientific knowledge?

I’ll admit, I was only 90% sure the whole thing was Oscar Meyer-level bologna.

So… let’s turn this into a teachable moment. Because anytime something gets this kind of viral attention (and action), there are lessons you can learn.

I see 3 major persuasion principles at play. Let’s discuss.

When “Proof” Arm Wrestles Common Sense

One of the factors that powered the broomstick ballyhoo was the claim that NASA made the announcement.

As you know, our brains instinctively defer to authority figures… at least when it comes to topics we aren’t experts in.

NASA is a pretty reputable authority. And most of us aren’t experts on the earth’s rotational tilt or the effect it has on gravitation.

Interestingly, it would have been incredibly easy to find out if NASA was behind this announcement. And I think most people knew they could verify the story. That’s what made it so easy for them to trust without looking any deeper.

Secondarily, social proof — once it picked up steam — may have been even more convincing than the NASA angle.

Because of a cognitive bias called the “availability cascade,” we have the natural tendency to believe almost anything we’ve seen or heard enough times.

It’s hard to go against the crowd… and it’s less work to trust what everyone else is saying.

So the lessons are that:

  1. It pays to become known as an authority or expert in an area other people are not.
  2. Leverage social proof whenever you can — and when there’s visible, growing support for/acceptance of a proposition, see if there’s a way to use that momentum to gain traction for your own idea/offer.

Seeing is Believing… When You’re Told What You’re Looking At

Think about this…

The #broomstickchallenge starts with the little-known and unlikely-seeming fact that brooms can stand upright.

The argument goes like this: “Hey today’s the only day in this decade that the earth is perfectly tilted. Lemme prove it. Go grab your broom.”

So the hoax tells you how to “prove” the claim for yourself… by pointing you to THE ONE THING that seems to prove it. (I guess you could have used an egg, too. But there’s more work involved.)

This is similar to the way magicians direct your attention toward a specific object or action so you don’t notice the mechanics that make the trick work.

You must point to the broom specifically or the argument falls apart.

If the earth is perfectly tilted, shouldn’t you be able to make a sharpened pencil stand upright on its tip, too?

There’s a lesson here, too. You can “educate” your potential buyers to and almost define their buying criteria for them.

Point them to something that you know they’ll see. When they see it, they’re more likely to believe everything else you said… and do what you recommended they do. Just like a magic trick. (More on that concept here.)

Or, simply show your should-be buyer what you want him to see. Demonstration can be very convincing.

Take It Easy, Man

The perfect tilt of the earth, if it were true, could have been demonstrated in any number of ways. But the craze wouldn’t have caught on if “proving” it wasn’t a low-risk, easy thing to do.

The #HandstandOnTheRoofChallenge probably never would have gone viral.

When you’re selling a product, service or idea, you must be mindful of risk and perceived risk.

That’s just as much about your offer as it is about the copy.

In your copy, assure him of his high probability of success. Give him simple information he can use to justify his purchase to anyone who may ask him about it. Remind him this product was designed specifically for people like him — and the people who buy it are the admired by peers, live longer, etc.

(As long as those things are true.)

Your offer can reduce risk by including a strong guarantee. Make it easy to cancel or request a refund.

Balancing a broom is easy and no one gets hurt doing it.

Try to make it that easy to buy from you.

P.S. Did you know that versions of the #broomstickchallenge have been around since at least 1975?

There’s another lesson: when you find something that works, double down on it.

The marketing method that works better than any other in ROI terms — one that you should definitely double down on — is email. The Make Email Great Again summit officially goes live on Monday, February 17th.

If you haven’t done it already, I encourage you to sign up here to learn secrets and strategies from some of the world’s best email marketers (myself included).

If You’re Not Making $1/Month Per Sub with Email Marketing

by

“Back in the day, the marketing gurus told us we could expect to earn $1 per email subscriber per month. Is that still true?”

— question I was asked on a recent consulting call

This is an easy question to answer… but the answer isn’t easy for most entrepreneurs to hear.

Because, in truth, the answer is both yes and no.

Most marketers and entrepreneurs I know don’t come close to pulling $1 per subscriber per month.

But there are some that do significantly more than $1.

One of my clients averages $2.38

Another gets $5.27.

I’m sure there are businesses that generate even better numbers.

But this kind of performance doesn’t happen magically.

In my experience… most of these businesses share 3 characteristics:

1) They email their lists every day. Multiple times on some days. No apologies, no excuses.

2) They SELL in every email… even when the purpose of the email is to educate.

3) They’ve developed proven front-end AND higher-priced back-end offers — and they constantly promote them.

Sure it’s a considerable amount of work, but these 3 ideas will get you a lot closer to where you want to be in terms of revenue and the impact you make in the world. 

Make Email a Bigger Profit Center for Your Business

If your email marketing efforts aren’t producing the kind of results you wish they’d give you…

Or if you’re looking for a way to strengthen what’s already working…

You may be interested in the upcoming Make Email Great Again Convention. “MEGA Con” for short.

email marketing summit 2020

It’s a FREE online summit for anyone who wants to make more money with email.

I’m one of 15 email marketing experts sharing promotional ideas and success secrets we’ve used to bring in piles of cash for our clients and our own businesses.  

The insider tips and strategies you pick up could change everything for your business.

My MEGA Con session covers what we’ve called the “Fear the Reaper” promo.

You’ll also get to go inside the minds of heavy-hitters like David Deutsch, Dan Ferrari, Matt Bacak, Kyle Milligan and more.

The summit starts February 10, 2020 but I encourage you to sign up now.

Have a productive day!

2020: The Year of Learning Less

by

It’s January 24th in most of the world. If you’re part of the small percentage of people who hasn’t already given up on your new year’s resolutions, GOD BLESS YOU.

You’re a rare individual.

I want to share a weird twist on the 80-20 principle that you can apply to your resolutions — or anything else you want to do.

I saw a top 10 list of resolutions for 2020 (taken from a survey of 275K Americans):

1. Actually doing my New Year’s resolution
2. Trying something new
3. Eat more of my favorite foods
4. Lose weight/diet
5. Go to the gym
6. Be happier/better mental health
7. Be more healthy
8. Be a better person
9. Upgrade my technology
10. Staying motivated

For most people, at least 7 of these things will involve reading books, watching videos or buying courses.

They gotta learn a better diet, discover the secret to staying motivated, etc.

But here’s the thing (and where 80-20 comes into play):

I want to encourage you to…

… Learn LESS in 2020.

Why?

Because too often, we wait to start doing what we resolve to do… because we want to learn a little more first.

You know, to make sure we do it the right way. (That’s what we tell ourselves, at least.)

Before you know it, you’ve listened to hours of podcasts — and you’re probably more confused than when you started.

It’s easy to spend 80% of your time “learning”… and then struggling to spend 20% on execution.

Chances are you already know 80% of what you need to know. And that’s 100% good enough for you to get started.

And you’ll learn the rest once you’re in motion.

When you make your decisions in 2020, get into action as quickly as possible.

Read fewer books. Read more people. Read more rooms. Get more hands-on learning and derive data from that.

If you do that, 2020 will be like no year you’ve ever experienced before.