T R A N S C R I PT Ramit: Here’s the plan tonight. First off... well, it’s one minute past the hour. We’re not going to wait for anybody who’s done here already. Alright. The people are here. We get going. What I want to do is this. Number one, I want to welcome the new people to Earnable. Do we have any people who are new in the last 30 days or so? Raise your hand if you are. Ramit: OK, I’m going to call on — I’m unmuting somebody. Tiffany H. How are you? Tiffany: I’m good. How are you? Ramit: I’m great. Where are you calling from today? Tiffany: Miami, Florida. Ramit: Awesome. Alright, well, first of all, welcome to the Earnable family. Let’s give Tiffany a round of applause for being here. Welcome, Tiffany. What got you to join Earnable? Everybody watches as we do a little bit of customer research right here on the spot. What got you to join Earnable? Tiffany: Well, I saw your course come through back in May, but I had a really bad neck and shoulder injury that kept me from really doing anything, so I couldn’t join at that time. I don’t know what happened, but I saw something come through. And then I also have, you know, they might be laying people off at my job. So I’m like, OK, this is a really good time to kind of get really serious about my business. And then I bought your book, like, way back in the day. So you’re just somebody who has credibility for me. So, yeah, I just decided. I did agonize over it for about twenty-four hours, though, I won’t lie. Ramit: OK, “agonized” means what. Tiffany: I wasn’t — I read your copy — I’ll just be really honest. I read your copy, and I wasn’t clear what was really in the program to make it worth the amount I was going to pay. And I have a background — well, part of my background’s in education where you provide like educational objectives. And so I was looking for something really clear. But I researched all the people you Business Makeover: Do you have the right business idea? (Part 2) www.getwsodo.com www.getwsodo.com put in there as having had experience. I went and looked all their stories up. I looked their web- sites up. I even tried to reach out to one of them, but I wasn’t successful in doing that. And then I was just like, you know what? Screw it. I’ll just do it. Ramit: Cool. I like that. Before we go on, I have a few more questions for you. How are you doing with the injury? Are you recovered or doing better? Tiffany: I have chronic — I’m better. I’m seeing a really, really good chiropractor who does lots of really painful things like cupping and like a scraping method and all that stuff. That’s really helped, but I’m doing better, yeah. I mean, I’m not perfect though, by any stretch, but. Ramit: Well, I’m sorry to hear about the injury, but glad you’re working on it. So I have a few more questions. I really loved what you had to say. And I’m going to invite people in the cha- troom as they are watching: Put yourself in my shoes. If you were asking these questions of a new or recent customer or student, what would you want to know from what Tiffany is saying? Right now, I have at least five questions I want to ask based on what you just said, and I already asked one: “agonize.” That’s a very emotionally charged word. What does that mean? Tiffany, you mentioned that you bought my book a while back. Are you on the email list or Instagram or Twitter? How else do you keep in touch? Tiffany: OK, so I bought your book a long time ago because I’ve been on my own debt-free jour- ney, and the last debt I have to pay off is my student loan. I like your approach because I follow people in a debt-free community. I was not on your email though, until — I don’t know how I came across the Earnable. But I’ll tell you. Wait. You did a podcast with Lacy Phillips. Ramit: Yep. Tiffany: And that’s where I heard you again. And I’m like, “Oh, what is this guy up to? I had his book.” And so I think that’s how I ended up getting maybe back into your email list somehow. Ramit: OK, great. And you probably know about a whole bunch of different programs and folks in the podcast world, online business, et cetera. What was it about this program that made you decide to join versus all the other great options that you have? Tiffany: Probably just that it was you. If I’m just to be really honest. Yeah. Ramit: What do you mean by that? What is it about me, or why that? Tiffany: Well, I like your philosophy and your viewpoints. I like your candor. I like it that you’re not afraid to say the thing that might be disruptive and piss people off. But, you know, it’s basi- cally your truth, or it’s the truth as you know it. That kind of stuff. Ramit: OK, awesome. And when you mentioned the educational objectives, I totally get that because anyone in a certain profession looks at things through a certain world. I’m sure in the work that you do, it’s always right up front: educational objectives. And we don’t — you know, we do it very differently. We have a 78-page sales page and whatever. So it’s different. I’m curious www.getwsodo.com www.getwsodo.com — when you finally decided, “Alright, I’m going to do it.” What were you hoping to accomplish from this course? Tiffany: To bridge the gaps in my business that I have currently. So to make things happen faster. I was hoping there was a clear plan. I wasn’t sure if there was gonna be, but I was hoping there was going to be a clear plan to help me really kind of fast-track and overcome some of the challenges that I’ve had in my business. Ramit: OK, great. And then final two questions. I’m talking now about your experience with the program so far, and understanding that you’ve joined pretty recently. So there’s a lot to cover. But could you tell me one thing that surprised you positively, and also one thing you wish we would change or improve? Tiffany: So, positive ... I really love these conversations. Like I thought I had missed the boat in that this wasn’t gonna happen again because I didn’t sign up months ago, and I was like, “Crap! Like, I paid the same amount as these freakin people, and I missed the boat, and I’m not gonna be able to be in these conversations, but that’s obviously not true. So that I’m pleasantly sur- prised about, and I like. The thing that I’m not clear on ... I’ve been binge watching your videos more because I have two things in mind. I have, “OK, I need to revamp my services, and I almost need to take it through your process so I can improve what I have existing.” But then I also have this product that I want to launch, right? So I kind of went through very quickly, and I’m almost, maybe ... and the thing before product launch, I’ve been through like 10 of your — I’ve been binge-watching it basically since, but I’ve been taking notes and doing some things. But the thing that’s been a little frustrating for me is because I’ve been taking it in in that really clear period of time, there’s not a clear — there’s not a very organized or structured framework where I know — or at least, I haven’t found it yet, where I feel like, “OK, for this idea, I’m going here, here, here, here.” What I actually was going to do, like later this week, was take your infor- mation and my notes and create my own plan that’s very step-by-step for my own product be- cause I just don’t see a one-place summary of that, you know what I mean? Ramit: That’s very interesting. OK, well, that’s very useful. And I totally appreciate that. I’m listening right now as you’re telling me this, and I’m thinking, “Wow, that is an interesting idea.” If you do create that, and you’d be willing to share it, please send it over my way. We’d love to take a look. Tiffany: I’m very good at that good. That’s one of my strengths. Ramit: I can tell. It’s very resourceful of you to even think about that. Tiffany: Well, I wanna repeat your process because I have lots of things I want to create and take through that thoughtful — these exercises, and that sort of thing. Ramit: Alright. Well, welcome, Tiffany. Thank you so much. I really appreciate the feedback, www.getwsodo.com www.getwsodo.com and doing this live was awesome. Thank you so much. Tiffany: You’re welcome. Ramit: Alright. So what did we all notice in the chatroom from that conversation with Tiffany? There were so many things in there that were pure gold. That was about eight minutes of con- versation that could easily be worth three to four hundred thousand dollars for an entrepreneur thinking about what to do in their business. I will point out what I noticed. But first, I want to hear from you in the chatroom. What did you notice from that? Let’s take a look here. Shreya says the motivation to join was mainly you. That’s correct. Did she comment on our perfect copy and that graphic that we spent five hundred dollars to get designed? No. Did it con- tribute? I’m sure it did at some level. But it was largely Tiffany, when she was ready. Very good. Michelle points out she found you through a podcast, which led back to the classes. Very inter- esting, right. And also a book that was bought at some point way back there. And then what did she say about, why did she join Earnable over all these other programs? What’d she say? Me. And did you notice, when she said that, what did I say to her? I didn’t just accept it at face value. What did I say? What is it about me? You can’t be afraid to ask these ques- tions. Ask ‘em and push ‘em! If they’re like, “Well, you’re really nice.” I’m like, “Well, nice, yeah, I’m sure I’m nice. But is there anything else? There’s a lot of nice people out there.” Push. People want to give you the truth, but they need your help to get there. Alright? So if she had said some- thing generic like “You’re nice,” I’d have been like, “Yeah, whatever.” She said, “Hey, I like that you tell it as it is, et cetera, et cetera.” And I really love that. In fact, even on today’s Instagram post that I made, I’m in there in the comments. I’m getting people going, I’m having fun. That’s when IWT is at its best. OK. What else did we notice about Tiffany? Did she talk at all about the price of the program? No, Irrelevant. Because what do I al- ways say? When you know your customer and you’re delivering value, price is? A mere triviality. It’s irrelevant. So you see it right in front of your face. It’s as important to notice what she said as what she did not say. What else did we notice? I asked her about her experience with Earnable. How many people here would be nervous to ask someone what they thought about your program? And then to do it live in front of a bunch of other paying students. What if she’s like, “This program is shit. I can’t be- lieve all this stuff you promised you don’t deliver.” Well, that’s a problem. So therefore, the best answer is you better over-deliver on what you promise. OK, but second, did you notice the tone of voice? How it changed a little bit. I said, “Tiffany, I’d love to hear you tell me one thing that surprised you in a positive way, and then also something you wish that we would improve for you.” What’s going on there? A lot of subtlety in the question. Number one, I don’t just say tell me your feedback. Boring. Number two, I framed it positive and negative. Why? Because left to their own devices, most people will go negative and they’ll just start talking about some random thing. They’ll go like this: “Well, you know, I joined Earnable, and I was really hoping that it would help www.getwsodo.com www.getwsodo.com me start this business about shoes. But the thing is, I always get distracted, and then when I get distracted, I just have no motivation. And, you know, I tried to read all these books, and I read Seven Signs or something. But anyway, so, like, yeah, I’m just a little frustrated. And so, yeah, yeah, I’ve got this.” I’m like, “Oh, God.” I wish I asked a better question. That is why I framed it. OK? I always say 80 percent of the work’s done before you walk in the room. 80 percent of the answer is in the way you frame it. So frame your questions the right way. There’s another comment here in the chatroom that says, “You made it sound like you really wanted to hear what she had to say.” I did! I’m taking time right now so that we can listen to a customer research call happening in front of our eyes. I want you to see what it’s like. “Did it feel scary?” No. Tiffany didn’t know I was gonna call her. I don’t even know I was gonna call on her until I just came up with the idea. So it wasn’t scary, it was just two people having a conversation. That’s it. Now, let’s do a little troubleshooting. What if Tiffany had said something like, “Hey, Ramit, Earnable’s great. But I have this one tiny question. Can I ask you a little coaching question?” I’m like, “OK, that’s not really the point of this, but OK.” “What do you think about the TAM of this market and this and that and all this weird obscure stuff?” How would I have responded if she tried to turn it into a coaching call? And you need to be very socially skilled to be able to say, “You know, I really appreciate that. I’ll tell you what. One thing I want to do right now is just to focus on understanding what brought you to this position. The course has a ton of material. It’s a great question. One of the things I do in this program is I show you how to solve those answers yourself. So if you trust me in the program, which I assume you do because you joined it, then I would ask you to trust me: As you go through the program, you will find the answer to that question. And in fact, a little hint for you is that you’re probably go- ing to find that there’s a better question to be asking in Playbook #4. But for now, do me a favor. Tell me one thing that blah, blah, blah, blah, blah.” OK. See how I did that? So I’m being very nice and being very polite, but I’m also being firm. This is not free coaching time. This is time where I want to ask you some questions, and if you are willing to do it — great. Give me the answers. Anybody have any questions on that entire process that just happened with customer research? Type it in the chatroom if you do, please. You could just as easily adapt that to a non-customer — a prospect. I want to show you what it looks like right there live, so that you can see all the subtle dynamics that happen as you’re going through it. Alright? Alright, awesome. That was a lot of fun. If we have more questions, type them in the chatroom, and we will try to answer as many as we can. I am going to start our presentation for tonight. We’re going to answer some community comments that I saw. And then I just want to spend some time answering all the questions you’ve got. So let’s do that. And here we go. Give me a thumbs up if you can see this slide, please. Awesome. Alright. www.getwsodo.com www.getwsodo.com So as we get into this, I would like to ask people to share their wins. Who has a win that you can share in the chatroom of something good that’s happened in the last month? It could be your first client. It could be you came up with an idea. It could be speaking to someone on the phone and not being afraid of it. I want to hear your wins. Or it could be that you made twenty-five thousand dollars. Let me hear those stories, too. I love those. So let’s hear all the wins. No win is too big or too small. And we’ll take a look. Stop sharing. OK. OK, let’s see what — wow, we got a lot here. OK. “Finally finished my sales page.” Katie, I’m going to talk to you in a second. Katie A, first client from Earnable. “I had my first tutoring session today.” Awesome. “I sent my customer survey out to several people and learned a ton.” That’s awesome. “Came up with an epic idea for my launch.” “Seven people reached out to me about my idea, got website feedback, customer research calls, beta client.” Oh my God, these are good. “Signed on another yoga client for a 12-class session.” Oh, and then we got to talk to Shreya about the emotional pain of messing up an upsetting call. Any time I see words like that, I need to know what’s going on. So, Shrey, you’re up number two. Katie A, are you there? Can you unmute, please? Katie: Yeah, I’m here. Ramit: How’s it going, Katie? Katie: I’m good. Ramit: Where are you calling from? Katie: I’m in St. Louis. Ramit: Awesome. Alright, so tell us about your Earnable win. Katie: Well, it cracks me up — he’s on the call. So I just said, “I kind of like organizing, decorat- ing.” And I probably need to come up with a better term — calling it, like, just tapping into the flow of your house, or it could be your work, whatever, just so that your organization is all in line and you’re not ... and to an extent, so it’s the aesthetic you like. I got twenty dollars. I think he liked it so ... Well, I just — Ramit: Hold on. Hold on. Why are you minimizing this? Katie: That’s my problem, that’s why I signed up for your course because I minimize things. Ramit: We’ve got to start this whole thing again. I can tell your pattern in like five seconds. You spent more time talking about all the flow, which I don’t care about at all, instead of telling me what the win is! We’re starting this all again. Okay, everybody close your eyes. Okay. Welcome back. Katie, congratulations. I heard you had an amazing win. Tell us about it. Katie: I was able to reach out and help someone organize their space so that they like it a lot www.getwsodo.com www.getwsodo.com more — and just do it all via email and just have some pictures of their apartment and then send in my recommendations. Ramit: That’s awesome. And was this a paying client, or was this a pro bono service? Katie: I did get 20 dollars. Ramit: Congratulations! OK, everyone, round of applause for Katie. Katie, how did it feel to charge 20 dollars for your services? Katie: It was good. It was fun. As you’ve already noticed, I would do it for free and try not to get paid. So yeah, no no no, it was good. And it’s good to force me to step out of my comfort zone and step up and do something that I like doing. Ramit: Good. Good. You. I see your client in the chat, Ravi, saying he had an awesome time. That’s amazing. I’m really happy for you. And I think that I’ve met many students who are un- comfortable selling. I deeply understand it because I too was uncomfortable selling. My original sales copy is still somewhere, where I was just awful. When we are beginning and are afraid, we like to do everything except sell. We like to talk about this and how it’s like this, but it’s not that. And “Oh, I can help you and you don’t have to spend too much time.” But we forget about the one thing that we’re on the call for, which is to talk about the business. And so I’m really glad that we corrected that here. I’m glad that you are very coachable. That’s awesome. And you can use Earnable — there are so many tools, including a whole new sales workshop that we added, which others paid thousands for, we added it complimentary for you so that you can improve your sales skills. OK? Katie: Yeah, thank you. Ramit: Awesome. Congratulations, Katie. Shreya? You’re up next. Tell us about the agony or upset of your conversation. Shreya: Hi, everyone. So I have this client that I’ve been working with since six months, and he is, I think, one of my highest bank lines so far. And since it’s been a while, I wanted to, you know, increase my rates and revise everything that’s going on. So I got on a call. And based on my past experiences people don’t prefer to increase the rates; they would rather have more value added and then paid more for that, and just kind of increase my invoice, but also get more value from that. So I just kind of assumed that he would not be interested in revision. And I went in to offer other things that I could do for him. And I got onto the call and, you know, I kind of freaked out because he was not expecting — like, he wanted to get more things done, but he wasn’t sure because he hadn’t done those. Like, we were trying to run ads. He hadn’t done that with me before. He hadn’t done that at all. He was very skeptical about it. And I ended up negotiating like it could have been worth around 500 or 700 euros. And it came down to 150 for the first month. And I just felt like it was such a disap- pointment because not only did I, you know, completely not revise the rates, I ended up getting www.getwsodo.com www.getwsodo.com more work for less. And I had to make a new hire to get the ads done, so that was a cost. So I made no profits, basically. And the other important thing was I went very close with a client who was already high-paying and who was one of the important long-term ones with me. So I completely broke down. And this was on Thursday. And, you know, at that point, I think until the entire weekend, this was last Thursday. So until the entire weekend, I was just disappointed. I felt so embarrassed because, mainly because I just — the whole thing. I just, somebody who was paying, you know, one third of my income, you could say, I just restarted it, but I shouldn’t have done that. Or I should have been more smart about it. I didn’t think it through. I discussed all the numbers on the call. That was another mistake. I should have done it over email later. I just, I sat down on the weekend. I spoke to my parents. I really got into what I could have done right. I identified these things and started the work today. And it’s going well. So I’m a bit confi- dent, and the client said that if it works out then he would consider more energy, which would be a huge bonus next month. So I’m looking forward to how that works. Ramit: OK. Good work. Well, thank you for the candor. I appreciate that. And listen, we all make mistakes as we go through. It’s never a line that looks like this. I wish it were, but it’s a lot of this, up-and-down, up-and-down. And hopefully, if you’re making good judgment calls and getting good training, it’s up into the right over time. So everything you’re doing sounds pretty normal. You know, it’s a little one step forward, two steps back, and then hopefully three steps forward. So keep it up, keep us updated in the community, and I think people will enjoy hearing about your journey. Shreya: Thanks. Thanks. Ramit: Alright. Thank you very much. OK. Awesome. I love hearing these wins from everybody. I love the scale of these wins. They are everything from, you know, “I put out a survey” to “I got a client,” and “I got a really high-paying client.” That’s awesome. So they’re all over the board. Love that. Remember, Earnable is not simply about, “Hurry up, get me a client, and then I’m done forever.” That’s not the way it works. This is a true change. And I would rather have you slow it down, do it right, learn the fundamentals, and then get many more clients, or many more sales, down the road if it takes a little longer. I really don’t care about doing things arbitrarily, quickly. I’d rather do them right. And so that’s a philosophy that I embody with IWT. We don’t release products as fast as anybody else. Sorry. Don’t care. But when we do release them, we feel very confident that they’re going to be good. And that is the philosophy that I believe in. It’s not everybody’s, but it’s the one that we teach in Earnable and all of our IWT programs. Alright. OK, awesome. Back to our presenta- tion. So, three students here: Aaron, Stephanie, and Mich. Aaron, if you are here, unmute and say hello. Regardless, I’m going to do a quick critique on the things I saw here in the community. So, Aaron. Here we go. Aaron had a few interesting ideas here that I wanted to highlight. Oh, is Aaron here? Aaron: Hey, can you hear me? www.getwsodo.com www.getwsodo.com Ramit: Yes. How’s it going, Aaron? Aaron: I’m good. How are you, Ramit? Ramit: I’m doing great. Where are you calling from? Aaron: Springfield, Ohio. Ramit: Okay, great. Alright. So I’m going to talk us through this so we can move through it, but then we’ll have time to chat. But stay unmuted as I go through this. So Aaron has a few ideas. He’s got three profitable ideas. And one of them is “Be instantly likable,” two is “Be fearless in front of an audience,” three is “Help florists become more profitable by making better sales.” So just from looking at this, let’s actually do a quick chat poll. Everybody in the chatroom: Which idea stands out to you? One, two or three? Just type the number. OK, lots of threes. Ones, couple twos, mostly threes. OK, Aaron. Is that what you had thought yourself? Aaron: Yeah. Yes. Ramit: OK, good call. I like it, too. Let’s play with it for a second. So I like number three for a few reasons. Number one, ah, not number one. One reason that I like it is it’s a very clear audience: florists. That’s super clear, and it’s very clear outcomes: more money. Super clear. I love that black-and-white crisp audience and outcome. Let’s talk about how we can make this idea a little better. So first, I notice that you said other people are doing this already. Aaron: Yes. Ramit: I like that. How do you feel about that? Aaron: I know them. I see them at events. I’m afraid I’m going to step on people’s toes and make them mad. Ramit: Well, you probably are when you’re making ten times what they’re currently mak- ing. But you gonna apologize? “Oh, sorry, sorry I’m better at business because I invested in all these training programs and I learned the skills. Oh, I don’t want to make you mad. I probably shouldn’t do this.” Aaron: Well, I’ve bought from them too. I mean, I’m their client. Ramit: OK. So what’s the implication? Aaron: I don’t know, I guess that I applied the knowledge that they gave me, and I was success- ful at it. And maybe, you know, I kind of adapted my own ideas and my own sort of skills and background to make it a product for maybe a different audience — maybe that doesn’t really like the people that are doing it now. www.getwsodo.com www.getwsodo.com Ramit: Yeah, I mean, or you just have a different approach. You can have a different audience. You can certainly have a different strategy or approach. I think there are people who’ve taken my programs and, you know, they tried to create their own programs. Some of them tried to copy our stuff directly. That’s not usually a winning proposition for them, but I wish them well. Sometimes they pick our most difficult markets to go after, and I’m like, “You sure that’s what you want to do? OK. Be my guest. See you in three years.” But I don’t think you have to copy them. And I don’t think you necessarily have to pick the same audience. I do think you can lever- age what you learned and then create your own program strategy and even potentially audience. So I’m not concerned about competition. Another thing is, let’s see here. There are so many options on how I think you might be able to stand out for this market of florists. It could be size of results. For example, there are many people out there who will help a business increase by 2x. I mean, that sounds great. What if you could increase it by 10x? That’s a huge promise, and you need to be able to deliver, but that’s one example of what you could do. How about speed of results? How long do the competitors take to deliver results? Aaron: There are things that, if you do them, it’ll work on the next call you take. You know. Five minutes. Ramit: They get you results in five minutes? Aaron: OK, so a day, let’s say. There’s like. I’ll give you an example. There is a program where someone will come to your shop and work with you for, you know, four or five or six hours. And once you go through that, if you apply those strategies and, you know, sort of speak to customers in the right way, yeah. Your sales will increase right away. Ramit: OK. That’s pretty cool. And that sounds very good. Now, how about this. We won’t get your results for four months. How does that sound? Aaron: I don’t know. It doesn’t sound good. Ramit: It sounds bad to you, right? Why? Aaron: Yeah, well, you know, I don’t know. I think if you’re running a business, you want to do things that work, and you kind of expect them to work immediately. Ramit: OK, fair enough. Let me ask you a question. You come — I’m now McDonald’s. You come in order from me. How long does it take me to serve you the meal? Aaron: I don’t know, five minutes? Ramit: OK. Now you come to a Michelin-starred restaurant. How long does it take to eat that six-course meal? Aaron: Three hours, four hours? www.getwsodo.com www.getwsodo.com Ramit: Well, that seems bad. Why would anyone pay 100 times the price for slower service? That seems bad. Why is that? Aaron: Because it’s a totally different level of an experience. You know, the place is beautiful. The service is amazing. Ramit: That’s correct. Aaron: The food is all really good. Yes. Ramit: Is a Michelin-starred restaurant competing against McDonald’s? Aaron: No. Ramit: No. The only thing they have in common is food. That’s it. Let me ask another question. Have you bought a suit in like, in the last 5, 10 years? Aaron: Yeah. Ramit: OK. So, let’s say you go to Macy’s, and you buy a suit. How long’s it take to buy that suit? Aaron: What, an hour, two hours, maybe? Ramit: Perfect. Let’s say you get a suit custom-made. How long does that entire process take? And I’m talking truly custom-made. Aaron: Well, I don’t know how long it would take to get measured for the suit. Probably all day. And then how long to get it back? I mean, it would probably be, what, like six weeks or some- thing like that? Ramit: Maybe six months. Aaron: Maybe longer, okay. Ramit: Yeah. So, again, why would they pay 100 times the price? Aaron: 100 times the experience. Ramit: That’s exactly right. It’s a completely different experience. The only thing they have in common is the fabric. So I’m not saying you have to go slower. I don’t think you could probably go much faster than your competitors. They sound quite fast. But even you could have joined other programs that would have gotten you faster results because they give you some razzle-daz- zle scripts that you can put in your email funnel. But I told you, no, we’re not doing that. Instead, we’re gonna slow down and do it right. So I think that is another opportunity you have here. As you can see, there’s size of result, there’s speed of result — there’s so many different things you www.getwsodo.com www.getwsodo.com can do. I want to ask you a question. Do florists care enough to pay to improve their business? Aaron: Yes. Ramit: Great answer. OK. I only ask because, for example, restaurateurs are notorious for being too busy to focus on their business, and they’re too busy until the day they go out of business. So it sounds like florists are a little bit more value-cognizant. Aaron: They like education, yeah. Ramit: Perfect. Then this sounds awesome. So you then started going into, it could be a webinar. It could be this. It could be that. What do you think you are going to do next if you choose to go down the florist route? Aaron: I don’t know. I mean, it’s easy for me to reach out to people I know. You know, I mean, I’m in a lot of Facebook groups and stuff like that, so. I don’t know what’s a good question to ask or sort of like, how to get started that way. Ramit: Wait. Let’s not get into the how do you do it. I Just want to know, what are you going to do? Are you going to create an e-book or are you going to do one-on-one? Aaron: I’d rather do one-on-one. Ramit: Good. Aaron: Because I could get feedback from people and find out what is really bothering them. Ramit: Exactly. I think that’s awesome. Follow the Earnable system. It is perfectly made for what you’re doing. Work one-on-one with people. Charge them nothing, or charge them whatever you want. Anything just to get them to put some skin in the game. It doesn’t matter how much they’re paying you, because they’re not really your long term customers. Aaron: Right. Ramit: Nail it, over-deliver, get those testimonials. Iron out all the wrinkles in the program, and then you can either do it one-on-one and charge a ton of money, or you can turn it into an e-book or webinar or whatever kind of program you want. I think this has potentially really big opportu- nity for you. Aaron: Cool. Ramit: Alright. Aaron: Thank you! Ramit: Alright. Keep us updated, Aaron. Nice work. www.getwsodo.com www.getwsodo.com Aaron: Thanks, thanks. Appreciate it. Ramit: You got it. Alright. Awesome. OK. Next one up is Stephanie. Stephanie. There’s probably a lot of Stephanies on this call. Let’s just have a game where all the Stephanies un- mute themselves. Just to see that. No, I’m just kidding. Stephanie, if you are here from Mind Body Connection Pain Coaching, unmute yourself. If not, I’m going to keep going anyway. So Stephanie said, “My favorite nugget is Mind Body Connection Pain Coaching, falls under Golden Goose. Three ways I can turn it into a business: coaching, live classes, or self-guided classes.” And she goes on to talk about how pain is a big, big, prevalent problem among Americans. She says, “I know this approach works because I’ve done it myself, and I need to get specific on my audience. It could be, for example, high-performing athletes or executives, both people who have a willingness to pay and a need here.” So she said, “Pitching directly to chronic pain pa- tients hasn’t worked in the past because by the time they’ve reached that status of being a chron- ic pain patient, they’re on disability medications and won’t spend another dime on treatments that probably won’t work.” OK. So I have several points I want to make. First off, just in that last sentence, I would like to get some more clarity about why this treatment probably won’t work. If it truly won’t work, then my question would be, “Why are you offering it?” But I think you may have just worded that in a way that I’m interpreting differently. I think a lot of people, when they are further down the spec- trum, they’re frustrated. They believe nothing will work for them. And I see this a lot with people in the business world. These are people who have bought all these gimmicky hype-y programs. Some of them are cheap because the people were cheap originally. Then they get persuaded by some, let’s just say, nefarious person, who charges them like five thousand dollars for this terrible business program. And after spending so much money where none of it works, partially because the programs are bad, but also partially because this person went in with the wrong mindset. They were just looking for a get-rich-quick program. They may come across something like Earnable, or another high quality program, and they’re just so skeptical. “Well, I already tried this. I tried that. Nothing will work.” And I don’t even bother trying to convert those people because they’ve almost been poisoned by some of the other programs out there. And, while I could help them, maybe one-on-one, it would be prohibi- tively difficult. This is why I really don’t like an industry that mistreats its customers. In other words, I would rather have someone who’s never heard of a webinar come to IWT, learn about this stuff, than someone who’s gone through 50 other programs, most of which are not going to be at quality we want to deliver, and then come here as super skeptical, like, “Well, are you going to show me how to do a Pinterest marketing scheme?” No, I’m not going to show you that. OK. So why did I just go on that long rant? I think I’m just bitter about people taking advantage of other people in this industry. OK. Back to this idea. On a scale of one to five, five being amaz- ing, how would you rank this idea? Type it in the chatroom. On a scale of one to five, five being amazing, how would you rank this idea? OK, lots of threes. Some twos. OK, mostly three. Good. I agree, it’s a three. I’ll tell you what I like. First off, chronic pain is a huge, huge issue. Huge. It www.getwsodo.com www.getwsodo.com has a massive market, and it can be very visceral. Pain. Chronic pain is something you think about every single day, maybe even every single hour. Who here has had pain at some — of course you’ve had pain at some point in your life. Toothache, knee problem, back pain. It’s unbelievable. So I think this is very, very powerful. I also think that your avatars are particularly interesting. They’re focused on performance. So whether it’s athletes or executives, they have literally a burning pain. They have a reason that they want to get this problem solved. And that is very useful. The more you can find people who are opportunistic in the sense that they see a problem and they’re willing to pay to solve it — those are great customers. You don’t have these existential questions about, “Oh, I don’t know, if I spend a hundred dollars, am I going to be able to retire in forty five years? I don’t know. I grew up around the dinner table. We didn’t pay for that.” I don’t want to have those conversations. Someone who’s like, “I have a problem. Here’s a hundred dol- lars. Take my pain away.” Great. Let’s go. So that’s a great market. By the way, my third point is, I love how you have done this yourself. That makes you super re- latable. If I was going to talk about chronic pain, it would make no sense. I don’t know anything about it. You do. So you are in that market. That’s awesome. I want to point out some ways that you could make this a little bit more compelling, Stephanie. Pain is a good idea, but it’s broad. What is pain? Headache? Knee pain? Back pain? Ankle pain? Toe pain? What are we talking about here? There’s probably one or two areas that cover 80, 90 percent of the market. I would focus on those. And specifically, if you’re talking about back pain, back pain is — oh, my God, there’s amazing copy for back pain. It is so specific, and they have these metaphors. They’re just like, “It feels like a crocodile walking on your back.” And a person who’s in back pain is like, “Oh, my God. That’s exactly what it feels.” So as you go deeper into that specific area, you can actually craft copy that is relevant for your market. I also see that you mentioned people who are on disability or medications are not a good audi- ence. That’s good information to have. But I think it’s an open question on how do people in pain see themselves? And if we were doing this, this is what we would do. We would educate people on where they fall on the spectrum. It’s like this: We have a program called Advanced Personal Finance. Is anyone here in that program, Advanced Personal Finance? Hearing it sounds cool, right? I want to be advanced. Should I join that program? We spend a lot of time helping to de- fine what we characterize advanced as. Nobody just wakes up knowing what advanced is. Even if you have five million dollars in the bank, you don’t know if you’re advanced or not. Same with pain. You want to show them on a spectrum. Look, if you have chronic pain and you’ve had to have major surgery, this is not right for you. If, on the other hand, you dropped a marble on your left hand yesterday, this is also not right for you. OK. Go outside and shake your hands out. Let’s get back to work. But there’s someplace in the middle where you exist. And I would define that and specialize in that niche in that. And that could be very, very useful. One other final point, Stephanie, on credibility, I think would be phenomenal if you could part- ner with a physician or a doctor or a pain specialist who you can interview and who can also vet the material you are saying. Any first question, and correctly so about anything like this, is, www.getwsodo.com www.getwsodo.com “What’s your background? What’s your credibility here?” And I think you need to address that right up front. So partner with a doctor, physician, pain specialist. Get them on board. You can pay them for their time. The details of the arrangement are sort of secondary, but it’s nice to have someone who can validate what you’re talking about. OK. So overall, I think it’s a good start. I’m excited. Keep us u