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Well, hello, my name is Matt
Edmundson and you are listening

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to the eCommerce Podcast.

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Now I've been an eCommerce, uh,
since 2002, and these days I get

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to partner with eCommerce brands
to help them grow, scale and exit.

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And if you'd like to know more about how
that works and if we could work together.

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Head over to our website at
eCommerce Podcast dot net.

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You know the domain, buy now
eCommerce Podcast dot net.

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I go over there, click the
links and find out more.

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But today, ladies and gentlemen, I am, uh,
I can't begin to tell you how much I've

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been looking forward to this conversation
with a man who is fast becoming a very

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good friend, George Bryant, uh, all the
way from the other side of the pond.

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George was on the podcast just
a few weeks ago, and George,

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it has to be, it's fair to say.

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We've never had anybody make a second
appearance on EP in such a rapid time.

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We've had people come on, you know,
a, a few times, but normally there's

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like six months or 12 months between,
but you my friend, are back on now.

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The first time we talked, we
talked, uh, it was, it was like

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a philosophical talking mean.

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We talked about purpose, we talked
about authenticity and mindsets in

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business, and I love the conversation.

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I'm excited because today we are talking
about strategy and tactics and frameworks

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and all of those awesome things that you
learned doing all those incredible things

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you have done in business over the years.

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So, George, welcome back brother.

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It's great to have you.

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Bro, I'm, I'm stoked to be back and, and
for everybody listening for the second

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time, you've earned the strategies and
tactics, but it's important to know

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the what and the why underneath them.

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I do this, I do this in my
events too, and they're like,

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when are we getting to the how?

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I'm like, you have to earn the how,
because you have to know the what and

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the why first or the how never sticks.

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And so I'm, I'm stoked and, and
I'm honored to be back my friend.

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Oh no, let's get into it.

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Let's get, should we
just jump straight in?

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I mean,

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time is is is against us already.

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It's not really, but Do
you know what I mean?

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I feel like if we don't start
straight away, we'll just, we'll do,

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we'll need a third episode, George.

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Uh, so let's just jump straight in.

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Where do you want hit first?

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Yeah, I think, you know, for me,
and I was actually really excited to

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share all this, I think first I wanna
start with customer journey, right?

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Because everyone listen to this e-comm
focus in e-comm, an understanding that.

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Customer journeys are the kind
of bread and butter of what we

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do, but I think there's also a
lot of misnomers around the word.

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And so I wanna start by kind of like
defining customer journey for everybody.

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And then I have a model
that I love teaching.

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It's called The Triangle of Poop.

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You can thank my
8-year-old, he named it, um.

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Okay.

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It used to be called the Triangle
of Death, but I've taught it so

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many times and he's like, no, dad.

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It's like, if anybody makes
these mistakes, they end up

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with a stinky pile of poo.

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And I'm like, I'm keeping it.

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I, so I promised him I'd keep it, and
it's like the three critical mistakes

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that I see in, in the thousands of
e-commerce businesses that I've helped

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grow and scale just similar to you.

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Then my bread and butter, which
I very rarely share publicly, but

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I'm, I'm excited too, is I have
a, a communication framework.

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It's like one of the most
ubiquitous tools I have.

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Um, and all you gotta do is
remember the word apple, but it will

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absolutely change the way that you
build and design customer journeys.

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It helps with retention, it
helps with relationships.

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It helps move the needle in the
direction that we're all designing and

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desiring for the needle to be moved.

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Right.

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And so before I. Define customer
journey because you and I

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operate in similar worlds.

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I'm gonna say this so
everybody understands this.

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I might have said this on the first
podcast as well, but scaling a business

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comes from retention, not acquisition.

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It comes from retention
and not acquisition.

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And we all know it costs way more to
acquire a new customer than it does

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to keep one and increase that LTV.

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And the reason I say that is
because retention comes from

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relationships, not transactions.

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And so even in understanding
customer journey, it doesn't

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matter what product you sell.

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You could sell a supplement,
you could sell a belt, you could

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sell batteries for all iCare,
but no one's buying the product.

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The product is a bridge to a solution
that they want in their life.

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The product when most businesses made,
just about the product creates a revolving

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door where there's no community, there's
no movement, and there's no endowment.

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And so for me, what a customer
journey really, really is in simple

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terms, is we think about a customer
journey in the lens of a marathon.

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And you can't jump from the starting
line to the finish line without

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going through 26 mile markers, right?

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Or 40 something kilometers for
all my European people, right?

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Sure.

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I think about customer journey
and mile markers, right?

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So that's the first frame that
I want everybody to understand.

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The second most important part is
a customer journey doesn't begin

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When somebody gives you their credit
card, it begins the moment you

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enter their awareness to a desire
or a pain point in their life.

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Maya Angelou said it best.

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Nobody remembers what you said, but they
remember how you made them feel, right?

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And so.

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A lot of the times, even us, right?

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I don't know if you guys have billboards
in the u, in the, in the uk like we

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have in the us, but you drive down
the highway, billboard, billboard,

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billboard, billboard, billboard.

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And it was like, oh my God, I
can't believe people pay for those.

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They're so dumb.

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They're so whatever.

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And then I'm like, all right, cool.

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I'm like, you gonna a flat tire recently?

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They're like, yeah.

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I'm like, who'd you call?

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I'm like, oh, that place
I saw on a billboard.

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I'm like, I guess it worked,

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Yeah, yeah,

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Right, right.

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And so there's a lot that goes into it.

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So for me, a customer journey.

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The way that I define it, it's a
series of steps designed to get

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somebody from where they are to where
they want to be, be with agency and

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autonomy without creating codependency.

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So when scaling a business, I can
tell you this firsthand experience.

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One of the number one biggest
pain points that I bump into

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is increase customer service.

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Our customer service is through the roof.

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There's refunds, there's
returns, there's emails.

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That's not a product problem.

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That's a customer journey problem.

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Yep.

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That's a lack of communication
and relationship building,

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and it happens by accident.

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And so for me, that's what
a customer journey is.

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And so if you think about it and
you sell a a product, I've helped

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scale a ton of supplement companies.

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Those are like, for whatever reason,
my bread and butter, those are the

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ones that cut to the billion dollar
valuations, is that if Susan buys a

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collagen and the collagen shows up at
her house and she puts it in her pantry,

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that doesn't help her or the company
because now it's just shelf help.

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Yep.

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How many companies stop at, oh,
Susan bought, because they spend

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90% of their time in acquisition and
10% in fulfillment, and then they

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wonder why their average returning
customer rate is three months.

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I'm like, well, it's really, really
easy 'cause Susan got hurt your product.

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She used it for three
days and forgot about it.

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Put in the pantry the second month.

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The subscription showed up and she's like,
crap, I haven't been taking that product.

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Takes it for a couple of
more days, puts it away.

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The third one shows up and
it's too much for her to take.

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And so then she cancels her subscription.

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And what's her complaint?

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Her complaint is never, I
didn't take the product.

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The complaint is the product didn't work.

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Yep.

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Right.

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And then Susan goes out to dinner
with all of her girlfriends and

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Jane's like, Susan, I found this
new product that I want to get.

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It's this collagen.

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And she's like, you can't buy it.

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It doesn't work.

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Susan's not gonna be like, oh, I bought
it and there's three hiding in my pantry

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that I didn't take consistently, because
that's not how humans own things.

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And so a customer journey is understanding
that no matter what your product

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or service is, the moment somebody
says yes is where the game begins.

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It's not where the game ends.

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And so in that vein.

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There's three critical mistakes
that people make when it

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comes to customer journey.

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IE, what my son has now aptly,
nicknamed the Triangle of Poop.

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Okay?

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So these three mistakes, they're
applicable anywhere where we're

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communicating with a customer.

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So this might be somebody sends
you a DM on your Instagram.

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This might be somebody sends you an email.

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This might be somebody puts
their email in for a lead magnet.

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And in exchange for something, this might
be somebody bought your product, right?

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So the first mistake we call,
we call the zone of doubt.

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The zone of doubt.

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And so what we have to remember
about humans, especially in buying

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processes, is everything's an
emotional based decision, right?

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It's not logic.

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And if everyone's like, oh, it 100%
is, I'm like, when you walked into the

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store to pick up a phone and then you're
like, oh, I want it, you logically

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convinced yourself, but then your
wife got mad at you, or your husband's

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like, I don't think you should do it.

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Or you thought about bringing it home and
had buyers or more so something happened

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that made you feel unsafe or unwelcome.

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You're like, oh.

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Not getting it.

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Just like there's people listening
to this that have called people

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like you and I, not us, and they're
like, oh, I wanna work with you.

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And they get sold snake oil, and then
they get in the process and they're

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like, uh, something doesn't feel right.

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I'm out.

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Right?

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So every decision a human makes
is an emotional based decision.

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So what the zone of doubt is, it's
really simple to understand and we're

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all guilty of this, myself included.

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The zone of doubt is when anybody's in
a heightened emotional state down that

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marathon where we've promised them a
next step or given them a next step,

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and when they get there, they fall
into what I call the black hole, right?

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So if you've ever put your email address
in for a lead magnet on the internet,

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you're like, oh, I'm so excited to go
get those three secrets to scale my

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business in three minutes or less, right?

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And you're like, go to
your inbox, you're excited.

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Then you get to your
inbox and it's not there.

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And I always ask everybody
what feeling pops up when you

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get there and it's not there?

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And they're like, oh, like I get upset.

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I'm like, or I can't find it, or
it means I have to go look for it.

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Or I have to email the company.

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And I'm like, so now do you think you're
gonna have a seamless experience or be

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as excited to consume that lead magnet?

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And they're like, no.

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Right.

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Or, we see this on Instagram
marketing all the time.

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People are like, shoot us a DM and we'll
send you the link in the next hour.

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24 hours passes, 48 hours passes.

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They're like, oh, I forgot to send it.

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Those are all the black holes,
or even in your mind world.

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We'll go to conferences and people
do this with business cards.

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Oh my God, Matt, it was
so nice to meet you.

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Give me your card.

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I'll shoot you an email tonight.

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And then 14 days later, I'm
like, Matt George over here.

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Do you remember me?

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And you're like, I have no idea who you
were because I lost in that heightened

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emotional state and E-commerce, how
it typically shows up is a little bit.

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It's a little bit more nuanced
because I see this all the time,

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specifically supplement skincare to
where Susan comes and buys a product.

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So she's like, oh, I just bought
this product, and the first email

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she gets is a discount off another
product or an email not even

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00:10:26,545 --> 00:10:28,015
associated with what she just bought.

232
00:10:28,334 --> 00:10:28,625
Yeah,

233
00:10:29,064 --> 00:10:32,485
So it doesn't always have
to just be no communication.

234
00:10:32,485 --> 00:10:36,324
It can also be inconsistent
and incongruent communication.

235
00:10:36,329 --> 00:10:36,610
yeah.

236
00:10:36,819 --> 00:10:37,990
The wrong communication.

237
00:10:38,050 --> 00:10:38,439
Yeah.

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00:10:38,830 --> 00:10:40,030
the wrong communication.

239
00:10:40,030 --> 00:10:44,110
And the reason this matters so much
is because it instantly erodes trust.

240
00:10:44,770 --> 00:10:48,190
It genuinely breaks it because
human beings create unspoken

241
00:10:48,190 --> 00:10:49,240
contracts with each other.

242
00:10:49,240 --> 00:10:53,110
And I have an expectation that like if I
go to a restaurant and I order a rib eye.

243
00:10:54,055 --> 00:10:56,905
That the rib eye's gonna come
out to the table, not chicken.

244
00:10:57,415 --> 00:10:59,815
And if chicken comes out, I'm
like, Hey, did you not hear me?

245
00:10:59,815 --> 00:11:01,105
Can I please have the rib eye?

246
00:11:01,105 --> 00:11:02,695
And they're like, no, no,
no, you ordered the chicken.

247
00:11:02,695 --> 00:11:04,375
I'm like, are you
gaslighting me right now?

248
00:11:04,405 --> 00:11:04,915
No.

249
00:11:05,575 --> 00:11:05,965
Right.

250
00:11:05,965 --> 00:11:10,375
So I also have an expectation, like
if I buy a product, that you're gonna

251
00:11:10,375 --> 00:11:13,435
tell me that I bought the product and
you're gonna tell me what I'm gonna

252
00:11:13,435 --> 00:11:14,965
do with it and how I'm gonna use it.

253
00:11:14,965 --> 00:11:15,355
Right?

254
00:11:15,385 --> 00:11:19,045
And people forget about that because
they're so focused on acquisition.

255
00:11:19,045 --> 00:11:20,335
So that's mistake number one.

256
00:11:21,940 --> 00:11:24,640
Mistake number two is what
I call the ego journey.

257
00:11:25,090 --> 00:11:29,770
And this one is accidental for a
lot, but it causes a lot of pain.

258
00:11:30,820 --> 00:11:34,660
And so the ego journey is when
we're communicating with customers,

259
00:11:34,660 --> 00:11:38,350
somebody comes and buys our product
where our messaging is focused on us.

260
00:11:38,709 --> 00:11:39,610
Instead of them.

261
00:11:40,240 --> 00:11:43,420
So it's I versus you language and,
and I always give this example,

262
00:11:43,420 --> 00:11:45,910
and people laugh so loud, but any
woman listening to this who has

263
00:11:45,910 --> 00:11:49,329
ever bought skincare on the internet
knows exactly what I'm about to say.

264
00:11:49,900 --> 00:11:53,589
She goes and buys this hyaluronic
acid to tighten up her skin, right?

265
00:11:53,980 --> 00:11:56,020
She gets an email that
goes something like this.

266
00:11:56,020 --> 00:11:56,439
It's like.

267
00:11:56,605 --> 00:11:59,515
Hey Jane, thank you so much
for buying our product.

268
00:11:59,545 --> 00:12:00,415
My name's George.

269
00:12:00,415 --> 00:12:04,765
I've spent the last 14 years of my life
scouring the jungles of Costa Rica to

270
00:12:04,765 --> 00:12:06,475
find this one last hidden ingredient.

271
00:12:06,715 --> 00:12:10,045
And I have four board certified
surgeons that are in my office.

272
00:12:10,045 --> 00:12:13,855
And I just wanted to say, we're so happy
that you're gonna have healthy skin, so

273
00:12:13,855 --> 00:12:15,655
here's a discount off your next product.

274
00:12:17,035 --> 00:12:18,895
And that happens all the time.

275
00:12:19,765 --> 00:12:24,355
Instead of being like, Hey Jane, how
does it feel to have healthier skin?

276
00:12:24,355 --> 00:12:26,155
And we haven't even
shipped your product yet.

277
00:12:26,545 --> 00:12:30,355
Truthfully, our commitment to you is
to help you glow from the inside out,

278
00:12:30,415 --> 00:12:33,715
even if you don't use our product
through being a part of our community.

279
00:12:34,075 --> 00:12:36,205
And so we just wanna say
welcome to the family.

280
00:12:36,205 --> 00:12:39,415
And over the next couple of days, we're
gonna be shooting you some emails on

281
00:12:39,415 --> 00:12:43,195
like how to get the most out of the
product, what mistakes to avoid and how

282
00:12:43,195 --> 00:12:46,615
to even amplify your results starting
today with your nighttime routine.

283
00:12:46,825 --> 00:12:50,065
And so I just wanna say hello and if at
any moment you wanna hit reply to this

284
00:12:50,065 --> 00:12:53,065
email, it comes directly to my inbox
and I can't wait to connect with you.

285
00:12:53,335 --> 00:12:53,605
Yeah.

286
00:12:53,605 --> 00:12:54,505
Super powerful.

287
00:12:54,865 --> 00:12:57,595
I pose that to audiences
and everyone's like, I'm in.

288
00:12:57,595 --> 00:12:58,675
I'm in, I'm in.

289
00:12:58,735 --> 00:12:59,125
Right?

290
00:12:59,125 --> 00:13:05,365
And so we accidentally fall into this ego
trap because our default is, I, well, I

291
00:13:05,365 --> 00:13:09,385
did this, or I created this product, but
really what we should be speaking to is

292
00:13:09,385 --> 00:13:11,425
them and what they're going to achieve.

293
00:13:11,545 --> 00:13:13,645
It's pacing, it's seeding.

294
00:13:13,975 --> 00:13:17,005
So that's the second mistake,
which we call the the ego journey.

295
00:13:17,995 --> 00:13:22,795
I've seen this a lot before you, sorry,
before you jump in, let me, I, I, I've,

296
00:13:22,795 --> 00:13:26,275
I've talked about the same thing, George,
and this is why, why I'm, I'm smiling

297
00:13:26,575 --> 00:13:31,795
and I remember I was, um, one of the
conferences I was speaking at, I was, uh,

298
00:13:32,095 --> 00:13:34,585
in front of a group full of, um, CEOs.

299
00:13:35,200 --> 00:13:38,920
At a very famous hotel in, in,
in, in the land down under.

300
00:13:39,370 --> 00:13:43,060
And I was speaking to these chaps
and I'm like, the way I phrase

301
00:13:43,060 --> 00:13:45,610
it, I think it's is same thing,
I phrase it slightly different.

302
00:13:45,820 --> 00:13:48,010
The customer doesn't
care about your story.

303
00:13:48,010 --> 00:13:49,390
They care about their story.

304
00:13:49,570 --> 00:13:49,900
Right.

305
00:13:50,170 --> 00:13:54,490
And you have to, you have to connect
him with their story and, um.

306
00:13:55,285 --> 00:13:56,755
And I said, let's take a case in point.

307
00:13:56,755 --> 00:13:58,405
I said, I, I ran this experiment.

308
00:13:58,405 --> 00:13:59,665
I don't even know if
it's still gonna work.

309
00:14:00,115 --> 00:14:02,785
Uh, but I ran this experiment, which
said, right, I want you to go to Google.

310
00:14:02,785 --> 00:14:06,954
I want you to type in the word accountant
and I want you to pull up the first

311
00:14:07,555 --> 00:14:08,995
accountant's website that you can see.

312
00:14:08,995 --> 00:14:12,175
And I pick on accountants because I
trained as an accountant at uni, right?

313
00:14:12,175 --> 00:14:15,985
So, um, I feel like I have, I
have some license there to make

314
00:14:15,985 --> 00:14:17,694
fun of the accounting fraternity.

315
00:14:17,995 --> 00:14:20,694
And so they all pulled up a website.

316
00:14:20,855 --> 00:14:25,235
And, um, it was brilliant because what
you had in the, in the top left corner

317
00:14:25,235 --> 00:14:27,095
was their logo, which was massive.

318
00:14:27,785 --> 00:14:31,475
And then the hero image was a picture
of the outside of their building.

319
00:14:31,475 --> 00:14:32,075
And guess what?

320
00:14:32,075 --> 00:14:36,515
They shot the picture, their logo on
the side of the building, and they had

321
00:14:36,515 --> 00:14:40,595
this carousel image, and the next image
was a picture of their business card.

322
00:14:40,955 --> 00:14:44,315
Which had their logo just
a massive on one side.

323
00:14:44,735 --> 00:14:47,555
And it was, it was, it
was absolutely hysterical.

324
00:14:47,560 --> 00:14:50,525
And, and the headline established
35 years ago or whatever.

325
00:14:50,525 --> 00:14:51,545
And I'm like, no one cares, dude.

326
00:14:51,545 --> 00:14:52,445
'cause that's your story.

327
00:14:52,985 --> 00:14:55,750
Um, you, you're not telling this
in the, in the light of the.

328
00:14:56,545 --> 00:14:58,135
Of the customer and their story.

329
00:14:58,615 --> 00:15:01,165
And so I think it's such
an important point, right?

330
00:15:01,555 --> 00:15:02,605
We love our logos.

331
00:15:02,605 --> 00:15:04,015
We do, we're proud of our logos.

332
00:15:04,015 --> 00:15:05,815
I love the eCommerce Podcast logo.

333
00:15:06,145 --> 00:15:07,495
No one else gives a flying flip,

334
00:15:07,735 --> 00:15:08,095
right?

335
00:15:08,575 --> 00:15:09,835
And it's just, it is what it is.

336
00:15:09,835 --> 00:15:13,525
And it is true of everything
about the story that I have.

337
00:15:13,525 --> 00:15:17,545
Some people might be interested, but
honestly they care more about their story

338
00:15:17,545 --> 00:15:18,955
and we have to talk in that frame line.

339
00:15:19,255 --> 00:15:20,185
A thousand percent.

340
00:15:20,185 --> 00:15:23,305
And to your point though, to give
people some, some credence and

341
00:15:23,305 --> 00:15:28,945
runway here, people do care about our
story after they've rewritten theirs

342
00:15:28,945 --> 00:15:30,505
and become a part of our movement.

343
00:15:31,345 --> 00:15:34,345
That's the difference, and
that's the biggest part.

344
00:15:34,735 --> 00:15:36,115
Well, that's community then, isn't it?

345
00:15:36,310 --> 00:15:37,360
A thousand percent.

346
00:15:37,690 --> 00:15:38,650
A thousand percent.

347
00:15:38,680 --> 00:15:41,890
Which is really the core of customer
journey because to my previous point about

348
00:15:41,890 --> 00:15:47,080
customer journey, when people focus on the
product itself and then they make these

349
00:15:47,080 --> 00:15:52,300
mistakes, they erode community because
they relegate themselves to a transaction.

350
00:15:52,990 --> 00:15:56,260
Because what that happens is somebody
comes in to get a product and they

351
00:15:56,260 --> 00:15:57,940
achieve the goal of the product.

352
00:15:58,000 --> 00:16:00,460
Well, if it's transaction and
they're done with the product,

353
00:16:00,460 --> 00:16:01,720
guess who they don't need anymore?

354
00:16:02,110 --> 00:16:02,590
You.

355
00:16:02,890 --> 00:16:03,430
Exactly.

356
00:16:03,700 --> 00:16:06,280
If they come in and there's a
relationship and they're done with

357
00:16:06,280 --> 00:16:08,080
the product, they stick around.

358
00:16:08,080 --> 00:16:11,860
And by the way, 90 plus percent of
marketing is word of mouth marketing.

359
00:16:11,860 --> 00:16:15,580
And I will tell you right now for
anybody scaling your company, you don't

360
00:16:15,580 --> 00:16:18,820
recognize that the majority of your
new customers do not come from you.

361
00:16:18,820 --> 00:16:23,140
They come from other people talking
about you in either a positive

362
00:16:23,140 --> 00:16:24,820
experience or something they've gained.

363
00:16:24,850 --> 00:16:26,410
And if you're not aware of this.

364
00:16:26,875 --> 00:16:31,105
You won't like how they talk about
you, and so it is such a valid point

365
00:16:31,105 --> 00:16:32,425
and I love the way that you said it.

366
00:16:32,425 --> 00:16:33,265
And so then.

367
00:16:34,270 --> 00:16:37,840
The third mistake, and the reason I'm
rushing through these mistakes is because

368
00:16:37,840 --> 00:16:40,270
the framework I'm gonna share with
you, I'm gonna actually share exactly

369
00:16:40,270 --> 00:16:43,930
how I took a company from a million
a month to 2 million a day with five

370
00:16:43,930 --> 00:16:47,860
emails, and I'm just gonna give them
to everybody with the Apple framework.

371
00:16:48,070 --> 00:16:51,790
And so the third mistake is
what we call the fire hose.

372
00:16:52,155 --> 00:16:52,575
Okay.

373
00:16:52,635 --> 00:16:55,125
And this one we're all guilty of.

374
00:16:55,185 --> 00:16:59,775
The fire hose happens accidentally,
but it overwhelms customers

375
00:16:59,775 --> 00:17:01,455
immediately after saying yes.

376
00:17:01,965 --> 00:17:05,625
And what I mean by customers, I mean
anybody who's paying attention to you.

377
00:17:05,625 --> 00:17:07,545
So this could be somebody
giving you their email.

378
00:17:07,660 --> 00:17:10,930
This could be somebody DMing you
on Instagram and asking a question,

379
00:17:11,319 --> 00:17:16,329
and primarily it's somebody who
buys a product or a service where we

380
00:17:16,329 --> 00:17:18,069
accidentally create this overwhelm.

381
00:17:18,099 --> 00:17:22,210
And so if you've ever bought a course on
the internet, you've experienced this.

382
00:17:22,210 --> 00:17:24,609
And I'll just explain
what fire hose is through.

383
00:17:24,759 --> 00:17:25,869
An email that you got.

384
00:17:26,530 --> 00:17:31,090
Hey Matt, thank you so much for signing up
for my customer journey scaling session.

385
00:17:31,570 --> 00:17:32,919
It's so exciting to have you.

386
00:17:32,919 --> 00:17:37,749
I need you to watch this 15 minute video,
fill out this application, and then go

387
00:17:37,749 --> 00:17:42,399
through these four onboarding videos in
the next 48 hours before we get onto our

388
00:17:42,399 --> 00:17:48,189
next call, and all of a sudden, nothing
but reactance shows up in your body

389
00:17:48,310 --> 00:17:50,139
because it's so overwhelming, right?

390
00:17:50,139 --> 00:17:53,229
Or you buy a physical
product from a company.

391
00:17:53,800 --> 00:17:57,310
They've spent 30 to 60 days courting
you to get you to say yes to this

392
00:17:57,310 --> 00:18:02,470
supplement, and then they send you one
email with 10 days worth of information.

393
00:18:02,680 --> 00:18:05,710
Wonder why you don't read it,
don't open it, and then immediately

394
00:18:05,710 --> 00:18:07,060
drop you out of their newsletter.

395
00:18:07,960 --> 00:18:09,280
That's called the fire hose.

396
00:18:09,310 --> 00:18:10,810
Jonah Berger talks about this.

397
00:18:10,810 --> 00:18:14,050
I have his book memorized at this point,
but his book is called The Catalyst,

398
00:18:14,050 --> 00:18:17,770
and it's what gets in the way of us
becoming a catalyst for somebody's change.

399
00:18:18,490 --> 00:18:23,889
That topic is reactance, and what
happens is if we overwhelm people.

400
00:18:24,289 --> 00:18:28,309
They actually start to become a bigger
no than they were in the first place.

401
00:18:28,309 --> 00:18:31,429
And every touch point that follows
gives them more and more evidence

402
00:18:31,429 --> 00:18:32,749
that they made a bad decision.

403
00:18:33,259 --> 00:18:36,679
So the reason I think about customer
journeys and mile markers is

404
00:18:36,679 --> 00:18:40,159
because they're micro commitments
that build confidence over time.

405
00:18:40,849 --> 00:18:42,019
So the fire hose.

406
00:18:43,465 --> 00:18:44,544
I do it on calls.

407
00:18:44,544 --> 00:18:47,664
I do it on podcasts all the time,
but I'm not selling you a product.

408
00:18:47,664 --> 00:18:49,404
I'm not delivering you into a journey.

409
00:18:50,004 --> 00:18:53,874
But I say this to people listening on,
the easiest way to solve this when it

410
00:18:53,874 --> 00:18:56,754
comes to building customer journeys,
and I'll tie all this together for

411
00:18:56,754 --> 00:19:00,894
everybody, is if you've ever raised a
child between the ages of four and eight.

412
00:19:01,585 --> 00:19:04,435
You are better at building
customer journeys than you realize.

413
00:19:04,495 --> 00:19:08,845
Or if you've ever worked with a personal
trainer and you don't have children, you

414
00:19:08,845 --> 00:19:12,625
have been an experience or a byproduct
of an incredible customer journey.

415
00:19:13,315 --> 00:19:16,465
And so I'll give the kid example
first and I'm gonna, I'm gonna

416
00:19:16,465 --> 00:19:20,425
tie all three of these mistakes
into a solution given my son.

417
00:19:20,425 --> 00:19:23,665
And I'm gonna use my beautiful son Branson
'cause I love him to pieces, but he.

418
00:19:24,474 --> 00:19:27,924
No matter what likes waking up at
5:00 AM primarily on the weekends

419
00:19:27,924 --> 00:19:30,624
when daddy's like, I'm not getting
up at four today, I wanna sleep in.

420
00:19:30,924 --> 00:19:31,254
Okay.

421
00:19:31,464 --> 00:19:35,964
But Monday through Friday, he's
like 5:00 AM ready to go, and every

422
00:19:35,964 --> 00:19:38,844
day we have to leave the house at
seven 30 to get to school on time.

423
00:19:39,354 --> 00:19:42,475
As a parent, there's a lot of things
we have to get done in the morning.

424
00:19:42,475 --> 00:19:46,704
Breakfast, brush hair, brush teeth,
put clothes away, make the bed, get our

425
00:19:46,704 --> 00:19:48,624
lunch packed, check our homework, right?

426
00:19:48,624 --> 00:19:49,104
All of it.

427
00:19:49,764 --> 00:19:51,804
And so I say this to parents
and I'm like, all right, cool.

428
00:19:52,284 --> 00:19:55,764
If my son wakes up tomorrow morning
at 5:00 AM and I say, Hey bro,

429
00:19:56,364 --> 00:19:57,624
we have to leave at seven 30.

430
00:19:57,624 --> 00:20:00,354
I need you to brush your hair, brush
your teeth, pack your backpack,

431
00:20:00,384 --> 00:20:03,084
eat your breakfast, make your
bed, check your homework, and

432
00:20:03,084 --> 00:20:04,495
meet me at the car at seven 30.

433
00:20:04,495 --> 00:20:05,934
What are my chances of success?

434
00:20:05,939 --> 00:20:06,360
Mm-hmm.

435
00:20:06,864 --> 00:20:07,254
Yeah.

436
00:20:07,435 --> 00:20:08,965
Tiny non nil.

437
00:20:09,205 --> 00:20:09,415
Yeah.

438
00:20:10,629 --> 00:20:13,930
But if I wake up with him and
I say, Hey bud, good morning.

439
00:20:13,930 --> 00:20:14,980
It's so good to see you.

440
00:20:14,980 --> 00:20:18,190
And I acknowledge him and I'm like,
Hey, today's just like every other day

441
00:20:18,190 --> 00:20:19,690
we got all these things to get done.

442
00:20:19,690 --> 00:20:24,190
And I prepare him and I'm like, and by
the way, if we're done on time, we'll

443
00:20:24,190 --> 00:20:26,020
have more time to play this morning.

444
00:20:26,050 --> 00:20:29,230
Painting the picture of where he
wants to go and be like, I'm just

445
00:20:29,230 --> 00:20:32,889
gonna give you a couple tasks at a
time, so I just need you to put your

446
00:20:32,889 --> 00:20:36,010
clothes on and brush your hair and when
you're done, come down for breakfast.

447
00:20:36,195 --> 00:20:38,114
And then when he is done with
breakfast, I'm like, Hey, now that

448
00:20:38,114 --> 00:20:40,995
you've finished your breakfast, I
need you to put your lunch in your

449
00:20:40,995 --> 00:20:42,854
backpack and go brush your teeth.

450
00:20:43,364 --> 00:20:46,485
When you're done with that, come see me
because all we have to do is make your

451
00:20:46,485 --> 00:20:48,225
bed and then we can play until we leave.

452
00:20:48,314 --> 00:20:50,774
Somehow I magically get out
the door every day on time.

453
00:20:50,904 --> 00:20:51,294
Yep.

454
00:20:51,444 --> 00:20:51,715
Yep.

455
00:20:51,735 --> 00:20:54,055
I. I'm not giving him
the marathon at once.

456
00:20:54,055 --> 00:20:58,254
I'm giving him bite by bite by
bite, and I'm increasing his buy-in

457
00:20:58,254 --> 00:20:59,845
and endowment to that process.

458
00:21:00,355 --> 00:21:04,495
That's what customer journey is, and for
those that don't have a child, if you've

459
00:21:04,495 --> 00:21:07,615
ever hired or worked with a personal
trainer or a running coach, I'm like, Hey

460
00:21:07,615 --> 00:21:09,085
Matt, I want you to be my running coach.

461
00:21:09,115 --> 00:21:10,254
I wanna run a marathon.

462
00:21:11,230 --> 00:21:14,410
I pay you and you're like,
great, put your shoes on timer.

463
00:21:14,410 --> 00:21:14,889
Go.

464
00:21:15,070 --> 00:21:16,090
Let's see how you do.

465
00:21:16,149 --> 00:21:17,320
We would never do that.

466
00:21:18,010 --> 00:21:21,310
Or if you go into a gym to try
to join a gym, the first thing

467
00:21:21,310 --> 00:21:22,540
they do is they welcome you in.

468
00:21:22,540 --> 00:21:23,980
They ask about what your goals are.

469
00:21:23,980 --> 00:21:27,100
They walk you around and show you
the equipment, and then you sign

470
00:21:27,100 --> 00:21:29,050
up and they're like, Hey, I'll
introduce you to this person.

471
00:21:29,050 --> 00:21:29,860
Here's where this is.

472
00:21:29,860 --> 00:21:30,610
Here's where this is.

473
00:21:30,610 --> 00:21:33,280
There's this handholding process.

474
00:21:33,570 --> 00:21:38,460
To build agency so that they can actually
use the product or use the service while

475
00:21:38,460 --> 00:21:43,860
a customer journey is doing and building
the same exact thing to guarantee, not

476
00:21:43,860 --> 00:21:47,970
that we sold a product, but that we
help them get closer to their goal or

477
00:21:47,970 --> 00:21:50,100
what we promised through that product.

478
00:21:50,554 --> 00:21:53,975
By leading a child or a personal training
client through the journey of our

479
00:21:53,975 --> 00:21:55,475
product, and I've been challenged on this.

480
00:21:55,475 --> 00:21:56,854
Someone's like, do it for batteries.

481
00:21:57,094 --> 00:21:58,024
I'm like, done.

482
00:21:58,445 --> 00:22:01,985
I can tell you how to store them, where
to use them, how to set reminders in

483
00:22:01,985 --> 00:22:03,424
your calendar, how to change them.

484
00:22:03,784 --> 00:22:07,264
I've done this with physical therapists
and optometrists, and the easiest ones

485
00:22:07,264 --> 00:22:11,225
are physical products because what
most of the time happens is we assume

486
00:22:11,225 --> 00:22:14,374
that when somebody buys our physical
product, they memorized the PDP.

487
00:22:14,845 --> 00:22:17,395
The product detail page, I'm
like, oh, they memorized it.

488
00:22:17,395 --> 00:22:20,215
So because we have it on there, what
ingredients are in there and how to use

489
00:22:20,215 --> 00:22:23,785
them and when to take it, when it shows
up, they're just gonna magically do it

490
00:22:23,785 --> 00:22:27,415
every day and establish a habit that
has never existed in their life before.

491
00:22:28,075 --> 00:22:30,295
And I'm like, I'm not
betting my business on that.

492
00:22:30,955 --> 00:22:31,435
Never.

493
00:22:31,855 --> 00:22:35,125
And I tell people all the time, and when
I keynote to audiences, I was like, I

494
00:22:35,125 --> 00:22:36,385
want everybody to be honest with me.

495
00:22:36,385 --> 00:22:37,285
Put your hand in the air.

496
00:22:37,285 --> 00:22:39,504
If your biggest fear in your
company is that you're not

497
00:22:39,504 --> 00:22:40,705
gonna find your next customer.

498
00:22:41,470 --> 00:22:43,120
And 80% of the hands go up.

499
00:22:43,270 --> 00:22:44,920
And I'm like, you're all
gonna go out of business.

500
00:22:45,670 --> 00:22:46,540
And they're like, why?

501
00:22:46,540 --> 00:22:50,080
And I'm like, because if your fear isn't
that I got a customer, but they didn't

502
00:22:50,080 --> 00:22:53,560
use the product or get a result, you
have no business being in business.

503
00:22:54,969 --> 00:22:56,620
And that's where customer
journey comes in.

504
00:22:56,620 --> 00:22:59,199
So those three mistakes, when I
teach them to people and everybody

505
00:22:59,199 --> 00:23:02,919
listening, I ask you to take
those and go audit your business.

506
00:23:03,310 --> 00:23:07,149
Like where in, and I break it down
in a couple buckets, but really

507
00:23:07,750 --> 00:23:09,610
it's marketing, sales, and delivery.

508
00:23:09,699 --> 00:23:13,389
Where in your delivery are people
accidentally falling into a zone of doubt?

509
00:23:13,389 --> 00:23:18,459
I. Is it because you're wasting the
second most piece of wasted real

510
00:23:18,459 --> 00:23:21,219
estate on the internet, which is the
confirmation page, and the moment

511
00:23:21,219 --> 00:23:24,429
somebody invests, all you're doing is
reminding them how much money they bought.

512
00:23:25,585 --> 00:23:28,284
How much money they spent instead
of welcoming them to the family

513
00:23:28,284 --> 00:23:29,784
or sharing something of value.

514
00:23:29,845 --> 00:23:34,735
Is it, oh, we do send this lead magnet
out, but all we're doing is emailing

515
00:23:34,735 --> 00:23:36,565
the PDF and we're not emailing them.

516
00:23:36,565 --> 00:23:38,125
We're not sending them any information.

517
00:23:38,125 --> 00:23:39,085
We're not following up.

518
00:23:39,085 --> 00:23:39,534
Right?

519
00:23:39,805 --> 00:23:43,014
If it's in your sales, it's like,
Hey, are we communicating effectively

520
00:23:43,014 --> 00:23:45,595
with people when they reach out or
are we just sending them a link?

521
00:23:46,510 --> 00:23:50,050
And I ask everybody to go through and
audit your business because these are the

522
00:23:50,050 --> 00:23:52,060
leaks in businesses that cost businesses.

523
00:23:52,060 --> 00:23:54,640
And most of the time when you
and I are helping clients scale,

524
00:23:54,640 --> 00:23:56,410
they think the answer is more.

525
00:23:57,490 --> 00:23:58,240
And I'm like, yes.

526
00:23:58,240 --> 00:24:02,200
But if you put more water in a
bucket before you plug the holes

527
00:24:02,200 --> 00:24:06,730
on the backside, you end up in this
massive cycle of losing on both ends.

528
00:24:07,390 --> 00:24:11,770
And you can't recover a broken
relationship in the same way

529
00:24:11,770 --> 00:24:14,740
that you can start the right one
and keep them around forever.

530
00:24:14,920 --> 00:24:15,610
And so this.

531
00:24:15,955 --> 00:24:19,795
Three mistakes are like a diagnostic
tool to be able to go and apply them

532
00:24:19,795 --> 00:24:24,535
and look at where there are potential
leaks that do have KPIs associated,

533
00:24:24,805 --> 00:24:26,545
but most people forget about them.

534
00:24:26,545 --> 00:24:29,245
They'll look at like, oh,
what's my average retention?

535
00:24:29,245 --> 00:24:32,005
But they won't look at what's
causing it from the emotional

536
00:24:32,005 --> 00:24:33,175
lens of the relationship.

537
00:24:33,250 --> 00:24:33,540
Yeah.

538
00:24:34,374 --> 00:24:38,004
So we all know that if we open our inbox
every day, there's emails that we just

539
00:24:38,004 --> 00:24:41,514
delete instantly, but then we know that
there's emails we go open because we look

540
00:24:41,514 --> 00:24:43,225
forward to how we feel when we're in them.

541
00:24:43,975 --> 00:24:47,934
And so this is a lot of the soft
skills that are required to actually

542
00:24:47,934 --> 00:24:52,495
scale a company because scaling a
company is about community, it's about

543
00:24:52,524 --> 00:24:54,324
retention, and it's about relationships.

544
00:24:54,324 --> 00:24:55,735
So those are the three big mistakes.

545
00:24:56,185 --> 00:24:57,175
They're fantastic.

546
00:24:57,655 --> 00:24:57,955
Yeah.

547
00:24:57,955 --> 00:24:59,455
I just, I love that I've got those.

548
00:24:59,545 --> 00:25:01,524
Sorry, the sun is glaring in my eyes.

549
00:25:01,524 --> 00:25:03,085
It's just bouncing off the window.

550
00:25:03,475 --> 00:25:05,815
Um, but yeah, I, I I love those, George.

551
00:25:05,815 --> 00:25:06,445
That's great.

552
00:25:06,504 --> 00:25:09,145
I love the, the, uh, the Triangle of Poop.

553
00:25:09,565 --> 00:25:10,225
Um, I

554
00:25:10,225 --> 00:25:13,825
think that is the name that is
gonna stick with me for a long time.

555
00:25:14,274 --> 00:25:15,325
The Triangle of Poop.

556
00:25:15,385 --> 00:25:16,045
No, I love that.

557
00:25:16,345 --> 00:25:19,375
And just to comment on, on something
that you said, I, there's a great quote

558
00:25:19,375 --> 00:25:21,295
that I've been using a lot recently.

559
00:25:21,415 --> 00:25:21,835
Um.

560
00:25:22,689 --> 00:25:25,929
Because as you know, we, we do,
part of what we do is acquisition.

561
00:25:25,929 --> 00:25:29,139
So we acquire the, um, businesses or
we partner with 'em and get involved.

562
00:25:29,739 --> 00:25:32,769
You can't, you can't fix a leaking
bucket by adding more water.

563
00:25:33,279 --> 00:25:33,610
Right.

564
00:25:33,879 --> 00:25:34,540
You just can't.

565
00:25:34,540 --> 00:25:37,179
And so the amount of businesses
which I, you come across and go,

566
00:25:37,179 --> 00:25:38,139
well, we just need more money.

567
00:25:39,100 --> 00:25:39,729
And you go, what?

568
00:25:41,199 --> 00:25:41,499
Really?

569
00:25:42,759 --> 00:25:44,739
You can't fix a leaking
bucket by adding more water.

570
00:25:44,739 --> 00:25:45,729
And I think it's so true.

571
00:25:45,729 --> 00:25:49,209
Some of the stuff that you're talking
about, it's like these are the leaks.

572
00:25:49,915 --> 00:25:52,705
Just throwing more people in the
pipeline is not gonna fix my problem.

573
00:25:53,094 --> 00:25:54,415
Uh, 'cause I've got a leaking bucket.

574
00:25:54,415 --> 00:25:54,655
Right.

575
00:25:54,874 --> 00:25:55,294
Mm-hmm.

576
00:25:55,705 --> 00:25:58,465
um, you can spend, you can waste a
lot of money on ads that way, there's

577
00:25:58,510 --> 00:25:59,679
Mm-hmm.

578
00:26:00,070 --> 00:26:03,639
And it's, I, it's the number one thing,
like when I scale businesses, they

579
00:26:03,639 --> 00:26:05,260
all think I make them money first.

580
00:26:05,800 --> 00:26:09,700
90% of the time I save them money before
we ever make them money because of

581
00:26:09,700 --> 00:26:11,470
plugging those leaks in those buckets.

582
00:26:11,860 --> 00:26:15,879
And so your point is so, so valid,
and this is where I've seen so many

583
00:26:15,879 --> 00:26:19,480
companies struggle because they
fall into the more, more, more trap.

584
00:26:19,960 --> 00:26:20,950
If I just get more leads.

585
00:26:20,950 --> 00:26:24,460
If I get more attention, and what
I say to people is, you can't

586
00:26:24,460 --> 00:26:27,070
adopt any more children till you
can feed the ones that you have.

587
00:26:27,625 --> 00:26:29,365
That's a good, that's
a good way to put it.

588
00:26:29,635 --> 00:26:30,835
I think people do this.

589
00:26:30,835 --> 00:26:32,995
My experience is people
do this because it's easy,

590
00:26:33,475 --> 00:26:33,745
right?

591
00:26:33,745 --> 00:26:35,905
In the sense you to crank up ads is easy.

592
00:26:35,905 --> 00:26:37,675
I can just go, well, let's
just throw another 10 grand in

593
00:26:37,675 --> 00:26:39,625
that I can measure that ROI.

594
00:26:39,865 --> 00:26:43,285
What Google doesn't measure is the
fact that Jean talked to a friend

595
00:26:43,285 --> 00:26:46,015
Sarah down the road and what she
said and what she didn't say.

596
00:26:46,285 --> 00:26:49,075
So I can't see that it's,
it's much more touchy feely.

597
00:26:49,820 --> 00:26:51,650
Like, yeah, it's very
soft skills, isn't it?

598
00:26:51,650 --> 00:26:52,550
Like you were talking about.

599
00:26:52,550 --> 00:26:56,780
And I think, um, we choose ads 'cause
it's easy, it's a quick, dirty,

600
00:26:56,780 --> 00:26:59,300
easy thing to do when we're in a
rush to try and grow our business.

601
00:26:59,300 --> 00:26:59,810
And I think

602
00:26:59,995 --> 00:27:00,909
A thousand percent.

603
00:27:01,160 --> 00:27:03,530
there's so much we're leaving
on the table when we do that.

604
00:27:04,074 --> 00:27:04,704
Oh my God.

605
00:27:04,704 --> 00:27:09,714
I, I, we could do a three hour series
on just that alone and reputation

606
00:27:09,714 --> 00:27:10,854
and relationship management.

607
00:27:10,854 --> 00:27:14,034
But here's my litmus test and I ask
every single client of mine, 'cause

608
00:27:14,034 --> 00:27:18,354
all I do just like you is I go behind
the scenes and I'm like, call me.

609
00:27:18,594 --> 00:27:19,164
I got you.

610
00:27:19,164 --> 00:27:21,174
I'll help you scale over
the next six to 12 months.

611
00:27:21,174 --> 00:27:24,444
But I always start with the same first
question, and I would never do this to

612
00:27:24,444 --> 00:27:27,564
you because you'd be okay with this,
but I'd be like, oh, you sell a product?

613
00:27:27,564 --> 00:27:27,954
They're like, yeah.

614
00:27:27,954 --> 00:27:28,944
I'm like, amazing.

615
00:27:29,499 --> 00:27:31,209
Would you click on your ads?

616
00:27:31,449 --> 00:27:33,159
Would you convert on your product?

617
00:27:33,669 --> 00:27:37,989
And even better if your wife or
partner went through your funnel,

618
00:27:38,049 --> 00:27:39,429
would you be happy about it?

619
00:27:41,409 --> 00:27:44,469
Nine outta 10 times, I get a deer
in headlight look, and I'm like,

620
00:27:44,499 --> 00:27:48,370
okay, then let me ask you a question.

621
00:27:48,489 --> 00:27:50,799
Why is it okay that my
partner goes through it?

622
00:27:50,870 --> 00:27:51,289
Mm-hmm.

623
00:27:52,269 --> 00:27:55,329
You want more of them and you
want me to turn around and tell

624
00:27:55,329 --> 00:27:56,769
other people to come through it.

625
00:27:56,799 --> 00:27:59,709
That's not from pouring
more gasoline on the fire.

626
00:28:00,459 --> 00:28:01,870
That's from solving the holes.

627
00:28:01,870 --> 00:28:05,559
And I find it's the one of the struggling,
like hardest and most struggling litmus

628
00:28:05,559 --> 00:28:10,899
tests to give people is if you actually
went through yours as a consumer, number

629
00:28:10,899 --> 00:28:12,759
one, would you feel good about it?

630
00:28:12,759 --> 00:28:15,309
But number two, would you get
the desired result that you're

631
00:28:15,309 --> 00:28:16,629
actually promising people?

632
00:28:16,659 --> 00:28:17,860
Because without that.

633
00:28:18,655 --> 00:28:22,165
Nothing can actually scale, so you
will just do what you said and pour

634
00:28:22,165 --> 00:28:24,955
more money down the toilet, which is
why it's called the triangle of poop.

635
00:28:24,985 --> 00:28:26,815
'cause that's where it
belongs, is in that toilet.

636
00:28:27,714 --> 00:28:28,314
So good.

637
00:28:29,034 --> 00:28:31,104
George, let's move on to Apple because,

638
00:28:31,284 --> 00:28:33,864
uh, I'm keen, I'm keen, I always
like talking about Apple, but I

639
00:28:33,864 --> 00:28:35,184
think yours is a very different form

640
00:28:35,215 --> 00:28:35,935
Yeah, mine's.

641
00:28:35,935 --> 00:28:37,524
Mine's very, very different to Apple.

642
00:28:37,524 --> 00:28:39,504
And so I'm gonna frame this
really, really quickly because

643
00:28:39,504 --> 00:28:41,665
this is the most ubiquitous model.

644
00:28:41,665 --> 00:28:43,554
I've been teaching this
model for over a decade.

645
00:28:43,554 --> 00:28:46,105
It has not changed once, and
it is the number one reason

646
00:28:46,105 --> 00:28:47,395
I've scaled so many companies.

647
00:28:47,455 --> 00:28:47,695
Okay?

648
00:28:47,695 --> 00:28:51,685
So when I say ubiquitous, I
mean it applies everywhere.

649
00:28:52,044 --> 00:28:55,105
It can be used as a communication
framework and team meetings.

650
00:28:55,135 --> 00:28:58,465
It can be used when sending individual
messages and customer service, and

651
00:28:58,465 --> 00:29:00,085
it can also be used as a series of.

652
00:29:00,159 --> 00:29:03,189
Steps in emails, and when I explain
it to you, it will make sense and

653
00:29:03,189 --> 00:29:07,269
I'll give everybody an Instagram
example, a lead magnet example,

654
00:29:07,269 --> 00:29:08,590
and a paid product example.

655
00:29:08,769 --> 00:29:11,889
And so let me tell everybody
what Apple stands for, right?

656
00:29:11,889 --> 00:29:15,340
So Apple stands for the
A stands for Acknowledge.

657
00:29:16,149 --> 00:29:17,919
The A stands for Acknowledge.

658
00:29:17,999 --> 00:29:18,290
Okay.

659
00:29:18,969 --> 00:29:23,019
The first P stands for Prepare, prepare.

660
00:29:23,769 --> 00:29:26,290
The second P stands for project.

661
00:29:28,030 --> 00:29:34,600
The L stands for, let them know,
and the E stands for excite.

662
00:29:35,544 --> 00:29:40,524
So it's acknowledge, prepare,
project, let them know and excite.

663
00:29:40,699 --> 00:29:40,919
Yep.

664
00:29:41,635 --> 00:29:45,625
And what this framework is, it's
a communication framework to get

665
00:29:45,625 --> 00:29:49,764
any customer at any mile marker
from mile marker to mile marker,

666
00:29:50,365 --> 00:29:52,344
from mile marker to mile marker.

667
00:29:52,615 --> 00:29:56,304
So the easiest way for it to resonate
with everybody before I even teach what

668
00:29:56,304 --> 00:29:58,375
each step is, is to give you an example.

669
00:29:59,034 --> 00:30:02,185
So I'm just gonna take a physical
supplement product, and I gave you

670
00:30:02,185 --> 00:30:06,145
an example earlier of you buy a
product, you get that email, but

671
00:30:06,145 --> 00:30:09,685
what typically happens now is someone
will buy a physical product, like

672
00:30:09,685 --> 00:30:10,885
a supplement, they'll get an email.

673
00:30:10,885 --> 00:30:14,365
It's just like, welcome to the
family, your product's on the way, and

674
00:30:14,365 --> 00:30:18,115
then they'll drop into a newsletter
of just ongoing emails, right?

675
00:30:18,685 --> 00:30:20,065
Eh, don't do it.

676
00:30:20,335 --> 00:30:20,845
Okay.

677
00:30:21,235 --> 00:30:25,435
So in this lens, what I do, especially
for physical products, is because

678
00:30:25,435 --> 00:30:28,795
I've spent an amount of time courting
people, and I also don't want a

679
00:30:28,795 --> 00:30:30,985
supplement customer to stay for a week.

680
00:30:31,014 --> 00:30:32,695
I want them to stay forever.

681
00:30:33,175 --> 00:30:35,065
I don't need to rush communication.

682
00:30:35,550 --> 00:30:40,770
And so in this example, I use Apple
with a different letter each day

683
00:30:40,800 --> 00:30:42,780
before I drop them onto a newsletter.

684
00:30:43,200 --> 00:30:46,290
And so if I bought a physical product,
how am I going to acknowledge them?

685
00:30:46,290 --> 00:30:49,050
Hey Matt, thank you so much
for joining the family.

686
00:30:49,050 --> 00:30:53,310
I'm stoked to help you add more muscle to
your body and sleep better in the process.

687
00:30:53,909 --> 00:30:56,820
Acknowledge, I write an email about
acknowledging somebody, and what

688
00:30:56,820 --> 00:31:00,030
I'm basically doing is closing the
loop and I'm like, Hey, that choice

689
00:31:00,030 --> 00:31:01,350
you made, it was the right choice.

690
00:31:01,350 --> 00:31:02,879
Welcome to this new race.

691
00:31:02,940 --> 00:31:03,360
Right?

692
00:31:03,639 --> 00:31:04,030
Yeah.

693
00:31:04,449 --> 00:31:06,370
And you're also talking in
their story, aren't you?

694
00:31:06,399 --> 00:31:06,909
You're, you've,

695
00:31:06,909 --> 00:31:10,360
you've said, I'm helping you gain,
you know, we are gonna get you

696
00:31:10,360 --> 00:31:11,290
on your journey to gain muscle.

697
00:31:11,290 --> 00:31:14,019
The reason I bought this product,
you've tapped straight into that.

698
00:31:14,350 --> 00:31:16,179
You've tapped into my story
and you've closed the loop.

699
00:31:16,584 --> 00:31:17,364
Thousand percent.

700
00:31:17,424 --> 00:31:18,954
That is exactly what I'm doing.

701
00:31:19,254 --> 00:31:23,064
I'm speaking into you and I'm also getting
an emotional touchpoint and a connection

702
00:31:23,064 --> 00:31:27,235
with you that creates ownership of a
product, but also makes you informed.

703
00:31:27,235 --> 00:31:30,084
Just like if you go to Apple
and you buy a phone, they don't

704
00:31:30,084 --> 00:31:31,074
let you walk out the store.

705
00:31:31,074 --> 00:31:32,844
They'll say, Hey, do you
want our help setting it up?

706
00:31:33,085 --> 00:31:33,504
Yep.

707
00:31:33,909 --> 00:31:37,299
They know if you go home and you get
frustrated, it's going to destroy them.

708
00:31:37,299 --> 00:31:40,149
But if you feel set up and confident,
so they acknowledge you, but they

709
00:31:40,149 --> 00:31:41,769
also guide you in the process.

710
00:31:41,769 --> 00:31:42,099
Right?

711
00:31:42,099 --> 00:31:45,009
So the acknowledgement
step is what it's doing.

712
00:31:45,009 --> 00:31:48,069
It's closing in the human brain,
what's called the Zy Garic effect,

713
00:31:48,519 --> 00:31:50,259
which is an emotional open loop.

714
00:31:50,600 --> 00:31:54,229
Because somebody committed to something,
and so we need to acknowledge them that

715
00:31:54,229 --> 00:31:57,620
they made the right choice and close that
loop so they can start the next race.

716
00:31:57,620 --> 00:32:01,070
So the acknowledged step is really
just closing that loop for a human

717
00:32:01,100 --> 00:32:06,679
being to feel hli heard, understood,
listened to, and acknowledged, right?

718
00:32:06,679 --> 00:32:08,780
That's what people crave is to feel seen.

719
00:32:09,409 --> 00:32:13,189
So what we're doing is meeting them where
they're at, emotionally or situationally.

720
00:32:13,250 --> 00:32:14,510
That's the acknowledged step.

721
00:32:14,580 --> 00:32:14,800
Yep.

722
00:32:15,354 --> 00:32:20,154
The prepare step is setting clear
expectations for what's to come

723
00:32:20,334 --> 00:32:22,584
while also reducing uncertainty.

724
00:32:23,094 --> 00:32:26,424
So you buy this product, and I'm gonna
use collagen, and just to frame this

725
00:32:26,424 --> 00:32:29,754
for everybody, when I came into this
company, they were selling this product.

726
00:32:30,264 --> 00:32:33,264
They were selling it on subscription,
and their retention was three

727
00:32:33,264 --> 00:32:37,734
and a half months, and their
LTV was $75 on a $49 product.

728
00:32:37,820 --> 00:32:38,169
Right.

729
00:32:38,724 --> 00:32:40,014
Somebody would buy the product.

730
00:32:40,524 --> 00:32:43,614
They'd get one email that said, Hey,
welcome, we're shipping your product.

731
00:32:43,614 --> 00:32:45,174
Great drop on the newsletter.

732
00:32:45,624 --> 00:32:49,224
All I did was put five emails in
place and retention went from three

733
00:32:49,224 --> 00:32:51,294
and a half months to 15 months,

734
00:32:52,045 --> 00:32:53,425
That's a hell of a change, brother.

735
00:32:53,934 --> 00:33:00,144
and the LTV went from 74 to
7,044 on the same customer.

736
00:33:00,594 --> 00:33:01,764
With five emails.

737
00:33:02,124 --> 00:33:05,155
Okay, so the first email was
acknowledge, and I'm gonna

738
00:33:05,155 --> 00:33:06,534
give everybody an example this.

739
00:33:06,804 --> 00:33:09,624
Hey Matt, thank you so much
for joining our family.

740
00:33:10,134 --> 00:33:13,435
How's it feel to have healthier
hair, skin, and nails, even though

741
00:33:13,435 --> 00:33:14,965
we haven't shipped your product yet?

742
00:33:15,564 --> 00:33:18,925
The truth is, is that our
product is not the solution.

743
00:33:18,955 --> 00:33:23,364
It's a tool to help you achieve this
solution and get you there faster with

744
00:33:23,364 --> 00:33:27,205
some other changes in your life, like
your movement, your sleep, your nutrition,

745
00:33:27,534 --> 00:33:30,745
which are things we're going to help
you with as you're taking the product.

746
00:33:31,074 --> 00:33:34,614
But because it takes the team five
days to get it to you, I included

747
00:33:34,614 --> 00:33:38,754
this guide at the bottom of the email
for seven things you can do today.

748
00:33:39,144 --> 00:33:43,165
To get started, so when the product
arrives, you're already in a new habit and

749
00:33:43,165 --> 00:33:44,665
we're here to guide you on the journey.

750
00:33:44,665 --> 00:33:47,185
But like I said, we're here
to help you with this, whether

751
00:33:47,185 --> 00:33:48,475
you use our product or not.

752
00:33:48,834 --> 00:33:52,524
So if you have any questions, if you have
any concerns, you can reply to this email.

753
00:33:52,764 --> 00:33:55,044
But we're really excited to see
you in tomorrow's email where

754
00:33:55,044 --> 00:33:57,264
we're gonna tell you how to get
the most out of the product.

755
00:33:57,774 --> 00:33:59,154
That was the acknowledge email.

756
00:33:59,215 --> 00:33:59,754
That was it.

757
00:34:00,115 --> 00:34:00,445
Yep.

758
00:34:00,774 --> 00:34:04,014
Then I move into the prepare email and I'm
like, well, what am I preparing them for?

759
00:34:04,014 --> 00:34:05,665
I'm like, well, they
don't know how to use it.

760
00:34:05,694 --> 00:34:06,924
They don't know what to mix it with.

761
00:34:06,955 --> 00:34:08,214
They don't know where to store it.

762
00:34:08,484 --> 00:34:12,384
Things that we take for granted, and
we make assumptions, but we don't

763
00:34:12,384 --> 00:34:15,565
communicate them, and one of the
things I say to people is leadership

764
00:34:15,565 --> 00:34:19,255
is saying the same thing as many times
as required to the last person gets it.

765
00:34:20,094 --> 00:34:20,844
Newsflash.

766
00:34:20,844 --> 00:34:23,904
Every personal trainer for the rest
of your life will tell you to sleep,

767
00:34:24,085 --> 00:34:25,944
drink more water, and move your body.

768
00:34:26,574 --> 00:34:32,154
Okay, so in the prepare email, it was
like, Hey, Matt, we're getting close to

769
00:34:32,154 --> 00:34:35,274
shipping your product, but I wanted to
give you some tips and tricks to use this.

770
00:34:35,274 --> 00:34:38,844
So one of the things that we found
effective is that when it arrives,

771
00:34:39,024 --> 00:34:42,144
we want you to open the box and put
it on your counter right next to your

772
00:34:42,144 --> 00:34:45,294
coffee cup, because we think that
mixing it in with your coffee or your

773
00:34:45,294 --> 00:34:47,004
morning smoothies is the best way.

774
00:34:47,364 --> 00:34:49,764
But if it goes in your pantry,
you're gonna forget about it, and

775
00:34:49,764 --> 00:34:51,114
that's not gonna help your skin.

776
00:34:51,460 --> 00:34:53,920
Some of the other things that we
found too, is if you wanna sneak

777
00:34:53,920 --> 00:34:56,770
it in your kids' food, we found
mixing it with soups and stews.

778
00:34:56,770 --> 00:34:59,230
We'll give them the benefits of
the collagen, but remember, it's

779
00:34:59,230 --> 00:35:03,340
tasteless and the one that you bought
mixes with cold and warm water,

780
00:35:03,580 --> 00:35:05,290
and so you can't really go wrong.

781
00:35:05,290 --> 00:35:08,560
And so just make sure that you start
setting up for when it arrives so

782
00:35:08,560 --> 00:35:09,670
you can get the most out of it.

783
00:35:09,860 --> 00:35:11,120
Just a simple prepare.

784
00:35:11,540 --> 00:35:13,220
I'm guiding them on the process.

785
00:35:13,550 --> 00:35:18,140
So then we move into project, and what
project is doing is casting the vision

786
00:35:18,320 --> 00:35:21,890
of what their results are going to
look like or what their expectations

787
00:35:21,890 --> 00:35:25,640
should be so that we can seed it,
but they can also look forward to it.

788
00:35:27,024 --> 00:35:30,234
So in the project step, I was like,
Matt, I'm super, super stoked.

789
00:35:30,234 --> 00:35:32,185
And one of the things that I've
learned, especially with this

790
00:35:32,185 --> 00:35:35,694
product, is consistency trump's
intensity every single time.

791
00:35:36,325 --> 00:35:39,115
And so the more that you take this,
the better you're going to feel.

792
00:35:39,115 --> 00:35:42,115
And around 30 days, you're probably
gonna notice this, and around 60

793
00:35:42,115 --> 00:35:44,964
days you're gonna notice this, and
90 days you're gonna notice this.

794
00:35:44,964 --> 00:35:49,134
And six months from now you're gonna
be noticing this and this and this.

795
00:35:49,254 --> 00:35:52,825
And so, because that's the goal,
here's a couple really easy recipes

796
00:35:52,825 --> 00:35:54,145
and ways that you can use it.

797
00:35:54,145 --> 00:35:55,015
And also.

798
00:35:55,285 --> 00:35:58,105
If you have any ideas, uh,
you're gonna creatively reuse it.

799
00:35:58,105 --> 00:36:01,435
Will you hit reply this email and let me
know, because I wanna share them with our

800
00:36:01,435 --> 00:36:03,385
audience so we can build a community here.

801
00:36:04,495 --> 00:36:05,605
Little tactical hack.

802
00:36:05,605 --> 00:36:07,705
The moment somebody
replies to your email, you

803
00:36:07,770 --> 00:36:08,640
saw what you did.

804
00:36:08,965 --> 00:36:11,335
filter and you hit their
inbox instantly, right?

805
00:36:11,335 --> 00:36:16,135
So the project is painting the picture
of what they're going to achieve and what

806
00:36:16,135 --> 00:36:18,505
they're going to experience by taking it.

807
00:36:18,505 --> 00:36:21,685
And I'm operating under the presupposition
that they're going to take it.

808
00:36:21,899 --> 00:36:22,120
Yep.

809
00:36:22,615 --> 00:36:24,354
I'm not leaving any leeway.

810
00:36:24,354 --> 00:36:25,825
I'm under understanding.

811
00:36:25,825 --> 00:36:27,084
This is the presupposition.

812
00:36:27,084 --> 00:36:30,924
When you take this in 60 days and
90 days in 120 days, if you cancel,

813
00:36:30,924 --> 00:36:33,834
great, totally fine, but I'm gonna
operate like you're not going to.

814
00:36:34,914 --> 00:36:38,274
So then we move into the L
and the L is let them know.

815
00:36:38,394 --> 00:36:41,664
And what I used to call this was the pre
handle, but the APE framework doesn't

816
00:36:41,664 --> 00:36:43,044
sound as good as the Apple framework.

817
00:36:43,374 --> 00:36:43,434
Okay.

818
00:36:44,694 --> 00:36:46,285
There's way too many Ps in that framework.

819
00:36:46,435 --> 00:36:49,615
I taught that framework for three years
until someone's like, dude, if you just

820
00:36:49,615 --> 00:36:52,615
call it Apple and change it to let them
know, everybody will remember it better.

821
00:36:52,615 --> 00:36:54,084
And I was like, changed Apple.

822
00:36:55,435 --> 00:37:00,084
So let them know is really pre
handling and what we're doing is we're

823
00:37:00,084 --> 00:37:04,100
giving them logistical and emotional
clarity in relationship to a product

824
00:37:04,120 --> 00:37:06,115
of what potentially could go wrong.

825
00:37:06,115 --> 00:37:09,355
So think every complaint
that customer service gets.

826
00:37:10,089 --> 00:37:14,230
You get those because we didn't let
them know that it was going to happen.

827
00:37:15,130 --> 00:37:18,339
And so we think through what
objections come up for people.

828
00:37:18,339 --> 00:37:19,779
What happens if I miss a day?

829
00:37:20,230 --> 00:37:21,130
Oh, totally fine.

830
00:37:21,130 --> 00:37:22,299
You can't really catch up.

831
00:37:22,299 --> 00:37:25,930
But what I would do is set a reminder
in your phone to take it every day

832
00:37:25,930 --> 00:37:27,430
until you have an established habit.

833
00:37:28,060 --> 00:37:30,490
Oh, can I mix this in cold and warm water?

834
00:37:30,549 --> 00:37:31,480
A thousand percent.

835
00:37:31,540 --> 00:37:34,299
So here's a little shortcut
for all you e-commerce people,

836
00:37:34,299 --> 00:37:36,941
whatever your FAQs are on your PDP.

837
00:37:37,959 --> 00:37:39,819
Are the things that go in this email.

838
00:37:39,970 --> 00:37:43,930
And the reason we do this is if you don't
tell somebody they're going to get a

839
00:37:43,930 --> 00:37:46,480
flat tire, and they do, they blame you.

840
00:37:46,714 --> 00:37:46,935
Yep.

841
00:37:47,379 --> 00:37:50,290
If you tell somebody they're
going to get a flat tire and

842
00:37:50,290 --> 00:37:52,120
they do, they call you for help.

843
00:37:52,254 --> 00:37:52,475
Yep.

844
00:37:53,080 --> 00:37:55,600
There's a big difference between
communicating effectively.

845
00:37:55,600 --> 00:37:58,149
And so what we think through
is what could get in the way.

846
00:37:59,125 --> 00:38:03,025
So we just guide them with a couple
really easy challenge, solution,

847
00:38:03,025 --> 00:38:06,895
challenge, solution and let them know,
and that's all that goes in that email.

848
00:38:07,495 --> 00:38:09,325
So then we move on to e

849
00:38:09,775 --> 00:38:10,075
Sorry.

850
00:38:10,075 --> 00:38:14,035
just, on that, George, before you jump
forward, let them know how many, how

851
00:38:14,035 --> 00:38:15,775
many FAQs are you putting in that email?

852
00:38:16,779 --> 00:38:18,430
So this is really interesting.

853
00:38:18,430 --> 00:38:21,340
So this framework, I teach it in
the lens of five, but what ends up

854
00:38:21,340 --> 00:38:26,080
happening is it normally ends up being
between four to nine emails total,

855
00:38:26,080 --> 00:38:28,420
depending on the product itself.

856
00:38:28,919 --> 00:38:33,359
So sometimes we'll do an email that
includes the ingredients that are in there

857
00:38:33,359 --> 00:38:36,299
because there's three unique ingredients
and we want them to be able to tell their

858
00:38:36,299 --> 00:38:37,859
friends why they're taking it, right?

859
00:38:37,859 --> 00:38:42,629
So I use this to kind of collect, but
my rule of thumb is that I don't want to

860
00:38:42,629 --> 00:38:46,500
be an inconvenience, and I have to earn
the right to capitalize on your time.

861
00:38:46,859 --> 00:38:49,919
And so if it takes you more
than 30 seconds to skim and read

862
00:38:49,919 --> 00:38:53,339
an email, I've sent too much
because it's gonna overwhelm you.

863
00:38:53,339 --> 00:38:56,399
And so if I realize there are
like three, like let's say.

864
00:38:56,975 --> 00:39:00,305
Three in one, but if I have like
six or seven, I'm gonna break that

865
00:39:00,305 --> 00:39:04,325
up into two different emails with
a different storyline to make sure

866
00:39:04,325 --> 00:39:07,475
that I'm hitting those wickets,
but also not overwhelming you.

867
00:39:07,834 --> 00:39:12,515
And so the dose is dictated by the
product or the challenge and then

868
00:39:12,515 --> 00:39:13,895
the audience who's receiving it.

869
00:39:14,254 --> 00:39:16,685
But when I teach this, I
teach this in the five steps.

870
00:39:16,685 --> 00:39:20,615
So you can pull out the ingredients and
then you can look at it and be like.

871
00:39:20,965 --> 00:39:22,015
How would this feel for me?

872
00:39:22,015 --> 00:39:23,215
Would this be too overwhelming?

873
00:39:23,215 --> 00:39:24,775
Should I split this up into two?

874
00:39:25,375 --> 00:39:29,425
Just like in the prepare email,
if I'm preparing them for what

875
00:39:29,425 --> 00:39:30,715
to take and how to take it.

876
00:39:31,105 --> 00:39:34,255
Sometimes I have recipe ideas that
come with it, but I'm not gonna put

877
00:39:34,255 --> 00:39:37,105
'em all in one email, so I'll prepare
them for like what to do in it.

878
00:39:37,105 --> 00:39:37,435
Arrive.

879
00:39:37,435 --> 00:39:41,125
I'm like, oh, and by the way, tomorrow I'm
gonna share with you our three favorite

880
00:39:41,125 --> 00:39:44,125
recipes where you probably have all
the ingredients in your house already.

881
00:39:45,325 --> 00:39:49,584
I just split them up to make it feel
like it's easy for somebody to consume.

882
00:39:49,584 --> 00:39:53,785
Like I'm their friend and they come see me
every day and I get to give them one piece

883
00:39:53,785 --> 00:39:55,674
of coaching advice every day to do this.

884
00:39:55,674 --> 00:39:56,995
And so that's how I think about it.

885
00:39:57,220 --> 00:39:57,580
Yeah.

886
00:39:57,700 --> 00:39:58,209
Powerful.

887
00:39:58,299 --> 00:39:58,779
Thank you.

888
00:39:59,065 --> 00:40:03,415
So then the L is let them know, and
then the E is excite, and the E is the

889
00:40:03,415 --> 00:40:05,305
gun goes off, the race is here, right?

890
00:40:05,305 --> 00:40:10,045
So in e-comm, when I come consult you, I
call these product fulfillment sequences

891
00:40:10,734 --> 00:40:15,265
because if I have three products and
every one of them gets this fulfillment

892
00:40:15,265 --> 00:40:18,805
sequence when it's own Apple, once I've
taught you how to use that product.

893
00:40:19,405 --> 00:40:21,715
Everything that follows
is applicable to you.

894
00:40:21,715 --> 00:40:25,134
And so the E is letting them
know what the next steps are.

895
00:40:25,134 --> 00:40:26,695
So it's completing that first mile.

896
00:40:26,695 --> 00:40:28,285
I've indoctrinated them or onboarded

897
00:40:28,450 --> 00:40:28,740
Yeah.

898
00:40:28,745 --> 00:40:28,765
Yep.

899
00:40:29,095 --> 00:40:30,145
So like, Hey, Matt.

900
00:40:31,030 --> 00:40:31,390
Here.

901
00:40:31,390 --> 00:40:35,140
That's everything that you need to know
about collagen, and we stay in your

902
00:40:35,140 --> 00:40:38,890
inbox because we love helping you achieve
these healthier hair, skin, and nails.

903
00:40:38,890 --> 00:40:42,190
So we're gonna be sending you articles
on health and nutrition and sleep.

904
00:40:42,790 --> 00:40:44,830
And if it resonates with you,
I'd love for you to read it.

905
00:40:44,830 --> 00:40:47,830
But even if you don't wanna read
it, when you see my name in your

906
00:40:47,830 --> 00:40:51,760
inbox, just use it as a reminder
to take your collagen, right?

907
00:40:51,820 --> 00:40:54,850
And what I'm doing is closing that
loop and then I'm transitioning

908
00:40:54,850 --> 00:40:58,840
them into whatever my ongoing
newsletter or fulfillment sequence is.

909
00:40:59,085 --> 00:40:59,425
Yeah.

910
00:41:00,100 --> 00:41:02,650
Those are the five
steps on how we do them.

911
00:41:02,650 --> 00:41:06,190
And a tangible example is like, I just
did this with a supplement company.

912
00:41:06,550 --> 00:41:09,340
We acknowledged them and told
them how much they love cacao.

913
00:41:09,670 --> 00:41:11,620
We prepared them with
two different emails.

914
00:41:11,620 --> 00:41:15,400
One was about using the product,
one was about the ingredients in

915
00:41:15,400 --> 00:41:19,000
the product, and then one was about
recipes they could make with it.

916
00:41:19,990 --> 00:41:23,860
We projected out the peace that
they would feel by having a ritual.

917
00:41:24,370 --> 00:41:27,490
Then we were like, oh, we should
record a video on YouTube for how to

918
00:41:27,490 --> 00:41:29,379
have a morning and evening ritual.

919
00:41:29,919 --> 00:41:35,109
So then it linked there, and then we hit
pre handle or let them know in two emails.

920
00:41:35,620 --> 00:41:39,879
And then on the Excite one, we were
like, Hey, and by the way, that's all

921
00:41:39,879 --> 00:41:41,140
you need to know about the product.

922
00:41:41,140 --> 00:41:45,759
But if you want, we have a 21 day
self-love series that if you click

923
00:41:45,759 --> 00:41:49,329
on this link, we will email you every
morning with your cacao knowledge.

924
00:41:50,035 --> 00:41:52,705
On loving yourself over the next 21 days.

925
00:41:52,705 --> 00:41:54,444
And they could either opt in or not.

926
00:41:54,444 --> 00:41:56,634
And if they didn't, they just
got our normal newsletter.

927
00:41:56,634 --> 00:41:59,484
And if they did, we had 'em
an email a day for 21 days.

928
00:41:59,484 --> 00:42:03,384
But it follows the premise of
acknowledge, prepare, project,

929
00:42:03,924 --> 00:42:05,544
let them know and excite.

930
00:42:06,115 --> 00:42:08,904
Now, one example for everybody
listening, because I have to

931
00:42:08,904 --> 00:42:11,995
close the Zy Garic effect of, I'll
give you an Instagram example.

932
00:42:12,924 --> 00:42:16,495
If you're doing lead gen on Instagram
or on Facebook, or you have somebody

933
00:42:16,495 --> 00:42:18,475
emailing in to ask for a resource.

934
00:42:19,194 --> 00:42:20,785
What's the mistake most people make?

935
00:42:20,814 --> 00:42:23,455
Matt, you shoot me an email or a
DM and you're like, George, I love

936
00:42:23,455 --> 00:42:24,564
your customer journey training.

937
00:42:24,564 --> 00:42:25,254
Send it to me.

938
00:42:25,705 --> 00:42:26,604
What do most people do?

939
00:42:26,665 --> 00:42:30,055
Copy, paste, send complete
missed opportunity.

940
00:42:30,055 --> 00:42:30,774
So what do I do?

941
00:42:30,774 --> 00:42:31,524
I apple you.

942
00:42:32,035 --> 00:42:35,814
I'll write a message or record a quick
video that I use over and over again.

943
00:42:35,814 --> 00:42:39,595
I'm like, Hey Matt, thank you so much
for reaching out about customer journey.

944
00:42:39,595 --> 00:42:42,865
You'll be shocked at how many people
have the problem and none of 'em ask.

945
00:42:43,465 --> 00:42:44,245
Acknowledge.

946
00:42:44,725 --> 00:42:48,745
I'm gonna send you a link to my customer
journey series, and it's linked in a

947
00:42:48,745 --> 00:42:52,405
Google Doc with a 15 minute video and
a worksheet that's associated with it.

948
00:42:52,825 --> 00:42:53,425
Prepare.

949
00:42:54,294 --> 00:42:54,865
Project.

950
00:42:55,254 --> 00:42:59,575
By the end of the video you'll know the
three biggest mistakes everybody makes and

951
00:42:59,575 --> 00:43:01,285
where they're happening in your business.

952
00:43:01,285 --> 00:43:04,644
So you can plug them,
project let you know.

953
00:43:04,825 --> 00:43:08,064
If at any point you have any questions,
you can just shoot me a DM and I'll

954
00:43:08,064 --> 00:43:09,924
get back to you within 48 hours.

955
00:43:10,194 --> 00:43:14,064
And when you're done with this training,
I have another one on the Five Steps

956
00:43:14,064 --> 00:43:16,194
Apple Framework, so you can go fix it.

957
00:43:17,004 --> 00:43:18,024
That's everything you need.

958
00:43:18,024 --> 00:43:20,154
Here's a link to the trading send.

959
00:43:20,904 --> 00:43:24,865
Now all of a sudden we're having the
same conversation with people except

960
00:43:24,865 --> 00:43:28,105
one I'm guiding them and the other
one, everyone's transacting with them.

961
00:43:28,915 --> 00:43:32,845
And so this Apple framework, and here's
a bonus tip for everybody, use it on

962
00:43:32,845 --> 00:43:34,525
your spouse and use it on your team.

963
00:43:35,275 --> 00:43:38,935
My partner jokes with me that we never
fight, but she was a client first, and

964
00:43:38,935 --> 00:43:40,915
then it took her six months to realize

965
00:43:44,634 --> 00:43:44,874
Oh,

966
00:43:44,874 --> 00:43:45,774
but go on, go on.

967
00:43:45,774 --> 00:43:46,374
Tell me the story.

968
00:43:46,374 --> 00:43:48,294
I'm, I'm, I'm, I'm excited, George.

969
00:43:48,294 --> 00:43:48,649
I'm, I'm,

970
00:43:48,805 --> 00:43:53,275
appling her every single time we were
communicating to now we apple each other.

971
00:43:53,275 --> 00:43:55,885
So like I was getting on this
podcast with you today and she's

972
00:43:55,885 --> 00:43:58,315
off today, and so I opened my phone.

973
00:43:58,315 --> 00:44:00,025
I said, Hey honey, I just
wanna say I love you.

974
00:44:00,025 --> 00:44:02,605
I'm getting ready to jump on
Back to Back podcast for two

975
00:44:02,605 --> 00:44:04,435
hours, so my phone won't be on.

976
00:44:04,495 --> 00:44:05,155
Prepare.

977
00:44:05,545 --> 00:44:09,145
As soon as I'm done with the podcast, I'll
shoot you a text to see if I can call you

978
00:44:09,145 --> 00:44:10,825
so we can catch up about this morning.

979
00:44:10,850 --> 00:44:11,509
Project.

980
00:44:11,839 --> 00:44:14,569
And by the way, if anything pops
up, just text me and it'll be

981
00:44:14,569 --> 00:44:15,799
the first thing that I look at.

982
00:44:15,799 --> 00:44:16,549
So I love you.

983
00:44:16,700 --> 00:44:18,500
Excite out.

984
00:44:19,160 --> 00:44:21,259
You're offloading a task to a team member.

985
00:44:21,560 --> 00:44:23,270
Hey Matt, like, thank you so much.

986
00:44:23,270 --> 00:44:24,080
Like are you clear?

987
00:44:24,110 --> 00:44:24,920
A hundred percent?

988
00:44:24,980 --> 00:44:29,870
Hey, prepare, I want you to do this and
do this because it will help us do this.

989
00:44:29,870 --> 00:44:32,930
And by the way, if you get stuck
at any point, just shoot me a text

990
00:44:32,930 --> 00:44:35,509
or hit me up on Slack because I'm
gonna be in and outta calls all day.

991
00:44:35,509 --> 00:44:36,680
But do you have everything you need?

992
00:44:36,680 --> 00:44:37,880
A thousand percent.

993
00:44:38,455 --> 00:44:39,024
Kids.

994
00:44:39,475 --> 00:44:39,924
Hey buddy.

995
00:44:39,924 --> 00:44:41,365
Good job getting this done.

996
00:44:41,395 --> 00:44:44,845
Hey, the next thing we have to do
is this, so that we can do this

997
00:44:44,845 --> 00:44:46,464
and here's what might go wrong.

998
00:44:46,734 --> 00:44:47,365
Go do it.

999
00:44:48,625 --> 00:44:51,924
So it is the most ubiquitous thing,
and I mean I use it everywhere and

1000
00:44:51,924 --> 00:44:55,015
the more that you use it, the better
you can communicate with people.

1001
00:44:55,015 --> 00:44:59,245
But what you're really doing is clearly
communicating, managing expectations

1002
00:44:59,334 --> 00:45:04,314
and getting mutual buy-in so that
the other person is just as bought

1003
00:45:04,314 --> 00:45:07,855
in as you are, which allows them
agency to complete this process.

1004
00:45:08,859 --> 00:45:09,970
That's so powerful.

1005
00:45:10,419 --> 00:45:11,859
How did you come up with this to start?

1006
00:45:11,950 --> 00:45:14,410
Is this something you stumbled
across or is this something

1007
00:45:14,439 --> 00:45:14,950
that you.

1008
00:45:15,400 --> 00:45:16,390
great question.

1009
00:45:16,840 --> 00:45:20,830
So, because we talked about my
story on the last podcast, after

1010
00:45:20,830 --> 00:45:24,610
going through 10 years of trauma
therapy, cognitive behavioral

1011
00:45:24,610 --> 00:45:30,250
therapy, EMDR, personal development,
it's how I overcame my trauma.

1012
00:45:30,640 --> 00:45:34,780
And one day I had a client hire me
and I'm writing all these emails.

1013
00:45:35,209 --> 00:45:38,959
I looked at it and I was like, I'm
doing the same thing every time,

1014
00:45:38,959 --> 00:45:42,499
and this is how I've overcome every
challenge in my life, and created a new

1015
00:45:42,499 --> 00:45:45,200
habit, and then I started applying it.

1016
00:45:45,490 --> 00:45:49,540
From the relational lens to
e-commerce and business and coaches

1017
00:45:49,540 --> 00:45:51,790
and programs and event facilitators.

1018
00:45:52,480 --> 00:45:57,189
And then it was bananas and I
had been using it without being

1019
00:45:57,189 --> 00:45:58,750
aware of it for a couple of years.

1020
00:45:58,750 --> 00:46:00,669
'cause it's how I naturally communicated.

1021
00:46:00,669 --> 00:46:02,680
And so then I turned it into a framework.

1022
00:46:02,680 --> 00:46:04,750
And so there's no place,
it's not applicable.

1023
00:46:04,750 --> 00:46:09,069
Like somebody buys an event ticket for
me, I apple them for a couple of days.

1024
00:46:09,235 --> 00:46:13,015
Until they're clear and the
event might be in six months.

1025
00:46:13,015 --> 00:46:17,935
And so what I tell everybody is the way
that you use Apple is you communicate

1026
00:46:17,935 --> 00:46:21,265
in relationship to the depth of
the journey that somebody's taking.

1027
00:46:21,265 --> 00:46:26,035
So if I have somebody in like a 12 month
mastermind, I'm gonna take a week or two

1028
00:46:26,035 --> 00:46:28,255
to onboard them in that ignite phase.

1029
00:46:28,859 --> 00:46:30,330
To help them get in.

1030
00:46:30,690 --> 00:46:35,609
If I'm sending you a 15 minute video
that you can consume instantly,

1031
00:46:35,609 --> 00:46:39,330
I'm not gonna apple you for five
days to send you a 15 minute video.

1032
00:46:39,330 --> 00:46:42,299
I'm gonna apple you for one
minute to give you the best

1033
00:46:42,299 --> 00:46:43,830
chance of completing that video.

1034
00:46:44,160 --> 00:46:47,400
And so we use it in relationship
to the depth of the journey

1035
00:46:47,400 --> 00:46:48,450
that somebody's taking.

1036
00:46:48,450 --> 00:46:52,170
But this is the number one thing I do
for every client who calls me first.

1037
00:46:52,470 --> 00:46:54,690
And it's how I've scaled
every single company.

1038
00:46:54,690 --> 00:46:57,779
And what I do is I always start
with delivery because there's people

1039
00:46:57,779 --> 00:46:59,250
that aren't being fed right now.

1040
00:46:59,884 --> 00:47:03,845
Well, once delivery is done, now
I know every next person that buys

1041
00:47:03,845 --> 00:47:05,674
is going to be handled correctly.

1042
00:47:05,674 --> 00:47:09,305
So then I move into sales and
then I start applying it to lead

1043
00:47:09,305 --> 00:47:12,424
magnets and sales messages and
conversations, and they're like, Ooh.

1044
00:47:12,455 --> 00:47:14,435
So now I know that this feeds this.

1045
00:47:14,734 --> 00:47:18,605
When that's done, then I apply it
to marketing because now I have a

1046
00:47:18,605 --> 00:47:21,875
consistent and congruent journey
all the way from somebody seeing a

1047
00:47:21,875 --> 00:47:24,004
reel, and I'm like, comment collagen.

1048
00:47:24,634 --> 00:47:27,154
I know the first message
they get Apple's them.

1049
00:47:27,520 --> 00:47:29,919
They give me their email,
they get appled on the back.

1050
00:47:29,919 --> 00:47:31,180
It leads to the product.

1051
00:47:31,480 --> 00:47:35,140
They get appled with the product,
and every product is the same.

1052
00:47:35,169 --> 00:47:40,120
Creates a consistent, congruent and
unconscious safety in their body, which

1053
00:47:40,120 --> 00:47:41,890
allows them to achieve these results.

1054
00:47:41,890 --> 00:47:44,200
And so we always work from
the back to the front.

1055
00:47:46,150 --> 00:47:46,600
George.

1056
00:47:47,754 --> 00:47:48,384
What can I say?

1057
00:47:48,384 --> 00:47:49,345
Man, you're a legend.

1058
00:47:49,374 --> 00:47:49,944
Loved it.

1059
00:47:50,035 --> 00:47:51,084
Absolutely loved it.

1060
00:47:51,084 --> 00:47:54,055
I've got pages of notes,
um, which is great.

1061
00:47:54,115 --> 00:47:57,265
I'm acutely aware of time 'cause
I know you're recording in

1062
00:47:57,294 --> 00:47:58,794
another podcast in three minutes,

1063
00:47:58,884 --> 00:47:59,995
such as the demand.

1064
00:48:00,654 --> 00:48:03,624
Uh, if people wanna find out more
about you, if they wanna reach you,

1065
00:48:03,624 --> 00:48:04,450
what's the best way to do that?

1066
00:48:05,260 --> 00:48:06,040
Yeah, I love it.

1067
00:48:06,040 --> 00:48:09,640
So number one, if you do, you're
crazy and you're my slice of crazy.

1068
00:48:09,640 --> 00:48:10,090
I love you.

1069
00:48:10,090 --> 00:48:11,080
I am a man of faith.

1070
00:48:11,290 --> 00:48:14,260
Um, so if I've passed your
litmus test, like thank you.

1071
00:48:14,740 --> 00:48:18,490
Um, what I'll, what I'll tell for
everybody is the easiest place is my

1072
00:48:18,490 --> 00:48:20,230
website, which is mind of george.com.

1073
00:48:20,230 --> 00:48:20,710
It's pink.

1074
00:48:20,710 --> 00:48:23,560
It's loaded with podcasts
about this, but my Instagram.

1075
00:48:24,165 --> 00:48:26,174
Is, it's George Bryant
and it's linked there.

1076
00:48:26,174 --> 00:48:29,535
And if I opened any loops for you, if
you're listening to this and you're

1077
00:48:29,535 --> 00:48:33,194
like, I'm a little confused, or I have a
clarifying question, shoot me a personal

1078
00:48:33,225 --> 00:48:37,274
DM on Instagram and ask me whatever
question you want about customer journey.

1079
00:48:37,604 --> 00:48:40,995
And I'll either answer it or I'll send
you a free resource that I have to,

1080
00:48:40,995 --> 00:48:42,975
you can apply this to your business.

1081
00:48:43,064 --> 00:48:47,205
Um, but I will be honest, and I'm letting
you know right now, I'm pre handling

1082
00:48:47,205 --> 00:48:49,424
you, that if you don't ask, I can't help.

1083
00:48:49,515 --> 00:48:51,134
And there is no silly question.

1084
00:48:51,805 --> 00:48:56,035
I have been teaching this for two decades
now, and some of my team members have

1085
00:48:56,035 --> 00:48:58,975
heard it for five years, and they're
finally like getting it where they can

1086
00:48:59,125 --> 00:48:59,424
Yeah,

1087
00:48:59,845 --> 00:49:03,924
And so it's one of those games where
it's the most powerful tool that you

1088
00:49:03,924 --> 00:49:07,134
can have in your business, but it's a
tool that you have to use every day.

1089
00:49:07,495 --> 00:49:10,555
And so I'd rather you ask and me
be able to help you so that you can

1090
00:49:10,555 --> 00:49:12,115
achieve your goals than not ask.

1091
00:49:12,115 --> 00:49:14,125
And so I would say shoot
me a DM on Instagram.

1092
00:49:14,485 --> 00:49:15,145
Fantastic.

1093
00:49:15,145 --> 00:49:16,555
Well, you have not, 'cause you asked not.

1094
00:49:16,725 --> 00:49:17,024
Right.

1095
00:49:17,685 --> 00:49:20,865
Uh, so it's a, it's an, it's an ancient
principle that works super well.

1096
00:49:20,865 --> 00:49:22,095
So go connect with George.

1097
00:49:22,095 --> 00:49:25,035
We would of course, put all the links
that George mentioned in the show notes.

1098
00:49:25,424 --> 00:49:28,575
So if you're on your podcast app to scroll
down, click the link, go straight to his

1099
00:49:28,575 --> 00:49:30,134
Instagram and, and have a conversation.

1100
00:49:30,585 --> 00:49:32,524
George, man, listen, I. Love you.

1101
00:49:32,555 --> 00:49:33,785
You're an absolute legend.

1102
00:49:33,815 --> 00:49:35,855
Appreciate you coming on as always.

1103
00:49:36,335 --> 00:49:39,845
Um, I'm gonna end the podcast there
'cause I've got like 30 seconds.

1104
00:49:41,075 --> 00:49:43,504
Ladies and gentlemen, thank you
so much for joining us this week.

1105
00:49:43,504 --> 00:49:45,845
Make sure you like, subscribe to
all of that sort of good stuff.

1106
00:49:46,234 --> 00:49:49,955
Uh, and I'll be back next week,
but George, you my friend.

1107
00:49:50,044 --> 00:49:50,674
Oh, awesome.

1108
00:49:50,705 --> 00:49:51,395
Thank you so much.

1109
00:49:51,625 --> 00:49:52,194
Thank you.