My thoughts on The Undisputed Leadership Summit
Seriously, you want me to explain this to you…
Sad thing was in the past I would spend a ton of time convincing someone of why they needed what I am offering. Literally explaining it until my head was about to explode like a bag of burning crap left on a porch just waiting for someone to stomp on it.
|Yesterday I was lucky enough to interview Mitch Miller. If you don’t know him, he’s one of the most sought out copywriters. I actually just returned from a trip to Thailand for his copywriting event, which was amazing! I learned more about writing during that week than I have pretty much in my whole life. The guy has a knack for getting things done, and going through his process was really amazing, so getting to interview him was a lot of fun.
“The biggest mistake in marketing your product is talking about your product.” I’ll let that sink in for a minute. “The biggest mistake in marketing your product is talking about your product.” This is something we’re all guilty and you see it quite a bit. We want to talk about how our product does this or our product does that, my company does this or my company does that, we won this award or we won that, we did this or we did that when really what your customer wants is what benefits are they going to get from your product and what are the results they can get from your product. Then, after you’ve given them those things, then talk about the product.
Don’t open up with, “Hey, this is (so and so) come join my gym.” People are going to scroll right past that. They’re not going to give it a second chance even though it might’ve had the best bullets and offer at the end. You’ve got to flip it, put the benefits and what they’re going to get in the headline. When you’re writing copy, you’re writing ads. Sit down, take some time, really think about who your avatar is, what they want, what their goals are, what’s holding them back, what are they trying to accomplish and spin that in your copy. Don’t talk about, “Hey, we’ve been around for 15 years and we do this, this, this, this and this.” That’s not going to interest them, especially on Facebook, too, when they’re just scrolling. You have to catch their attention with something, so really take some time and do some research.
When I was at his event in Thailand, we spent an entire day talking about market research and finding out your perfect avatar. That’s 80-90% of what they use, and then they do their copies. They spend a ton of time getting to know the market and the avatar. Then they relate to them and write the ads accordingly. So that was a huge reminder, to get focused on that, when I was interviewing him about that last night. I’m really excited. I can’t wait.
He actually recorded the interview. My audio sucked on my end, so I’ll get it from him. Once I get it from him I’ll share it with you guys, but it has a lot of really good information. I wanted to share this one today with you guys just to think about that, and this goes for any business.
In the interview he talked about even a doctor’s office, how they word things. You can get much better ROI when you’re talking to your customer and not at them. A little food for thought there, so spend a little bit of time, go out there, tweak a few of your headlines, let me know what kind of results you get, and just have an awesome week. It’s Monday so let’s get out there. Let’s crush it.
My goal was to never miss a Monday, and I did. You know, I made it 12 episodes, I believe, so not quite – what is that – three months. It was really weird. I could tell it was going to happen, and then it got to the point where I almost missed another episode, because my routine had gotten so jacked up. What happened is, keeping things consistent. I had my routines at home set up, but I really didn’t plan out a good travel routine. I could tell things were kind of falling apart when I did the podcast in Korea. I had some down time, but I could tell this is getting harder to do. Then I did the one in Thailand, and when I got home, I was brain dead, just exhausted. But this is making up an excuse. I should have done it.
There’s really no good excuse for not getting it done, except for looking back at it, you know, it’s when your routine breaks. It’s so easy. It’s a pattern and a habit that I’ve had my whole life. I’m sure you can relate to that, too. It’s like your diet. Once you break your routine on your diet, you know you’re screwed. You break your workout routine, you’re screwed. You have to keep your routines and your habits. It’s like we talked about, a few episodes ago, about the morning routines, and the mini habits.
I had talked to one of my friends at the seminar in San Diego with Tahi Burns. He was telling me how much he enjoyed that episode, and how he’s knocking out like 300 pushups in the morning and 200 at night. You know, he’s 51. He’s in crazy good shape. I was like, “Man. That’s really cool that you’re sticking to that habit.” Then, of course, I missed one of my episodes and broke my habit.
So, what this episode is about is defining your routines and sticking to your habits. When I’m at home, it’s a lot easier for me, because I’ve got things pretty much dialed in the way I want them. I really didn’t plan in advance for what happened when I hit the road. So it was a really good lesson to not do that, because it was funny. I actually planned out my diet better than I normally do on a road trip. Usually, I eat really bad and gain a bunch of weight, but this trip, you know, the two trips I did back-to-back, I ended up losing weight, so I felt good about that, but I didn’t have a plan for getting this part of my life organised and done.
The thing you can learn from this one is develop your routine for when you’re at home, and what you’re doing. You’re to do those things like that, but then also, when you know you’re going to be hitting the road, it takes a little more planning. I thought I could just stick to my routine while on the road, and it didn’t happen. You know, you mix in travel delays, and jet lag, and all these other things where a guy could have recorded the episode days, but I didn’t. I was like, “Oh, I’ll just stick to it, that’s my routine on the road,” and it just didn’t happen.
The thing to take from this episode, like I said, just sticking to what you do, but when you go on the road, you’re going to have to account for some big changes. That can be with your diet. You know, what kind of food are you going to be able to get? Your workouts are going to be affected. Your work’s going to get affected, unless obviously you’re on a work trip. Like for me, these two back-to-back trips were super beneficial work-wise, but for this stuff, it wasn’t. I got a little burned out, and it was crazy, because I was looking at today, and I was like, “Man, I’m going to miss another episode.” It’s like, “No, I’m not. I’m in my routine. Let’s go knock this out. Let’s get it done.”
It would have been so easy just to have been like, “Ah, I’ll just catch up next week and next week,” and then next week never comes. That’s with any of our goals in life, if you want something, you have to stick to it, and make sure you get it done, because once you stop doing things, it’s so easy to not restart them. I mean, I went through that this whole week, like almost dreading getting this done, but I was like, “No, I enjoy this. I’m going to get this done, and crank it out.”
This is Paul. I hope you enjoyed this one. Next week, we’ll be continuously on schedule. Have a great week, get out there, and just crush it.
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I came up here for a marketing and copywriting retreat, and to work on one of my biggest weaknesses, which is writing. It’s been pretty epic training. I’ve been around some super smart people from all around the world. That was probably one of the coolest things, just hanging out with people from Russia, Europe, South America, North America, Asia. I got to be around a lot of smart people and a lot of different things, but what I really enjoyed the most about this trip is not having a phone. All I can do, really, is text on WiFi if I need to. Most of the time I keep it off so I could focus on what we’re doing and going through our training.
Another thing I really enjoyed about the training, they wouldn’t allow us to use a laptop. You could only use notepads and pens so that way you’re staying off Facebook. You’re staying off your email and you’re really getting to focus on what you’re working on and what you’re trying to accomplish. We don’t realize how much time that gets eaten up by Facebook. Then you start not paying attention, daydreaming, and you miss half the seminar, so I really enjoyed that part. It made me think a lot of times, now, when I go to seminars, I’m not even going to use my laptop. I’ll use notepad and paper and then retype my notes and stay off Facebook and things like that because that can drain so much time.
Then the phone too, you’re constantly getting texts and emails and everything. It drains you of your time. Even if you get your life set up where you can go out and get your task done, constant barrages of texts, emails, and phone calls will slow you down. You’re putting out stupid fires that most of the time can get fixed on their own. I’ve really enjoyed not having a phone. I spend a lot of time thinking, writing, and trying to innovate for myself and my companies. Dreaming big. Looking at the really, really big picture and then working backwards from there. If we don’t dream, a lot of times we’ll end up doing the same thing. You set your goals too high and you don’t hit them. As long as you set them at least above the average, you’re going to do a lot better than most.
I’ve been doing a lot of that, and then reading and thinking a lot. I read, before I went on this trip, about how Bill Gates would take think weeks, where basically he would disappear for a week a couple of times a year. There was no family, no friends, no employees were allowed to bother him, nothing. He would just basically disappear for a week, read a bunch of books, innovate, and think. They said that during the height of Microsoft that was where most of the innovation came from. So if it worked for Bill Gates, I think I can squeeze in a day or two.
I ended up staying a day and a half longer than I planned on. All I’ve been doing is reading, studying, thinking about what I want to do, and setting my plans. Setting my goals so I can accomplish those this year and the next three, five, ten, whatever and just keep pushing from there. I highly recommend that, if you can squeeze away a little bit of time to disappear, even for a day. Just read and think about the things you want to do and the things you want to accomplish.
For me, this training was pretty overwhelming. It was a lot of good stuff. At the end you have to decompress a little bit. Usually, I’ll just jump on a plane, fly right home, and be exhausted. So I stayed a little bit longer than normal to just really dig in and focus on the things that I need to get done. By doing that, it really made me think about the sacrifices that you have to make to be successful in whatever thing you choose. It could be a sport. It could be a job. It could be a business. It could be a career. It could be anything. Your average person is just going to do the bare minimum and just get by, but then your successful person, they’re going to make the small sacrifices. They’re going to sit back and be like, “Hey you know what, I’m going to skip this meal so I can get in better shape so I can chip away at that.”
It could be anything. It’s putting down the remote, turning off the TV, and reading a few pages of a book. It’s not going to hurt anything but it’s going to help you get to where you want to get. Finding the way to make an extra class each week or building that Facebook campaign that’ll get you a new student or a new customer. All these thing, if you do them, they’re going to compound. I know we talked about that in a previous episode, the compound effect. I’m a big believer in that. The more positive things you can do, even if they’re super small and micro, when they compound together it creates a huge result.
Those are my tips for this week. Try to get some “you time,” read, goal set, and plan. Try to accomplish some things. Look at the things you need to do in your life that you want to do and then look at the small areas you could make sacrifices where you can get out there and crush those goals. Get after it. Keep crushing your goals and we’ll see you next week.
I’m on my way to Phuket, Thailand to go through a writing and copywriting course to get better at writing words on paper. It’s one of my biggest weaknesses that I really wanted to work on this year. I found this event and there’s people flying in from all over the world. Some of the best writers and copywriters in the world basically. So I’m going to go to this and spend the next week here trying to refine that skill. I’m super excited.
Right now I’m on a layover in South Korea, but I know I either have to get this podcast done or miss a Monday, and I don’t want to do that. This is my first time. I’m actually excited to be in Seoul. It’s pretty cool. Usually when I fly to Asia, I always fly to Hong Kong because they’ve got an awesome Admiral’s Club where you can hang out, but this time I wanted to try something different…and there’s a new plane! I’m a plane dork, so I try to book my flights based on what kind of plane you can get on, and American’s got a new 787-9 which flies to Seoul. I didn’t plan it out the best, though. They don’t honor the AA Advantage Admiral’s Club access, so I’m just stuck in the airport which isn’t a big deal, but you get kind of pampered when you’ve been to Hong Kong so many times. You can shower … after a 15 hour flight, you can imagine how much better that would feel than what I feel like right now.
But that’s okay, I’ll just power through it. I’ve got another six hour flight to Phuket and then I start the course. But it’s kind of good too, it gives you a feeling of … makes you appreciate things sometimes when you get them taken away from you. So I wasn’t able to get a shower, you look forward to that after you’ve done this trip a few times because it’s kind of a beating.
But yes, I’m headed for Phuket, working on getting better at writing, things like that. It’s a main goal, to finish my book this year. The good thing for me, part of the pre-work training was that they wanted us to list the best part that we’re good at in our writing.
I was talking with Travis Lutter, my best friend, and he knows more about my writing than anybody. He kind of joked around saying that mine is very direct, to the point, and gets my point across. Which when I write things, I write them way too short. I don’t go in depth enough, and don’t tell a good enough story. Things like that. I have a lot to learn, and a lot to improve on. So, that’s why I’m heading out to this event. I’m really looking forward to it.
This year, I wrote down some of the areas of my life that I really need to improve and get better at, and this was definitely one of them. My writing is, by far, the area I needed to improve in the most so I can hit my goal, and get my book finished before November. I have a lot of time, but I have to put a lot of work in to get better at writing, and also improving in the other areas that I’m not good at. I already have the skill sets in various other business aspects, but I want to improve in the ones I’m not so great at.
This is something you can take a look at, too. What is an area in your business, or your job, that you can improve to get better results? It can be anything. It can be something small, or something big. I would say start small and build up from there. Then go and write that down, make it a goal to work on over the next 90 days. If you’re in sales, figure out where your weakest point is in sales. If you’re in management, where’s your weakest point in management? If you own your own business, what’s the biggest hole right now? Is it sales? Is it retention? Is it marketing?
Make a plan to work on that for 90 consistent days. That’s what I’m doing in this self-development program. It’s a 90 day plan for going through and fixing weaknesses. I’m pretty excited about it. A lot of times we don’t want to face our weaknesses, we just want to push through and work on our strengths. Same thing even in Jiu Jitsu, a lot of times we don’t want to work our bad positions, or techniques we’re not good at. We want to keep doing the things we’re good at. So business life, Jiu Jitsu, it all kind of blends together. It’s the same thing. Obviously work on your strengths, but improve your weaknesses too.
That’s it for this week. For some cool stuff, make sure to follow me on Instagram at paul.halme and see what’s going on in Phuket this week. I’m going get a lot of behind the scenes videos and pictures to share. Hopefully, it’ll be nice out so we can see some cool stuff and check it out.
Have a great day, keep out there and keep crushing your week!
Thanks for listening to this week’s show. Please make sure to subscribe to our podcast on iTunes. If you got some value from this podcast, please make sure to share it with your friends. Thanks and have a great week.
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