Jason Linett

Different is better than better

Jason shares how growing up with an entrepreneurial mindset shaped the progression of his business.

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Work Smart Hypnosis Podcast:

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0 (0s):
If you were haunted and harassed by your own inner critic, if you've ever been curious about why hypnosis works so well, if you're a seasoned hypnotist, or if you suspect that the inner critic is actually hypnotizing you to hold back from reaching the greatness that you know, deep down is inside you, lean in and get inspired to get out of your comfort zone and create your one precious life with purpose and intention. If you like this show, you'll love my powerful hypnosis audio, the answer room, because it gives you crystal clear guidance and direction and illuminates an ingenious way to make triumphant decisions.

0 (48s):
No matter how stuck you feel or how confused you were. This powerful hypnosis audio is my gift to you. When you go to the imposter again, that's the imposter Don't forget the, the, the imposter And yes, I'm done saying it. Thank you. Thank you. From the bottom of my heart for listening. I'm Lori Hammond, and I'm truly grateful for you. I am

1 (1m 18s):
So excited about today's guest. When I first started geeking out about hypnosis, I would listen to Jason Lynette's podcast. Every time I was in my car, I just binged listened. And I thought this guy is so awesome. He's making a difference in the world. And I always thought it whenever I listen to a podcast, I think it would be so cool to meet this person. And I met Jason at hypno thoughts when I was brand new, I had just started doing hypnosis full-time. He was so gracious. And I'm so excited to tell you about Jason, who is a hypnotic influence expert who helps entrepreneurs and business owners close more premium sales as a certified professional hypnotist.

1 (1m 60s):
Jason has dedicated nearly two decades to helping his clients harness the science of positive persuasion strategies to quickly and easily rewrite negative thought patterns. He reveals the secrets of hypnotic communication and share specific business influence systems to supercharge business growth. This isn't about tricking or manipulating people. It's about helping your prospects to ethically sell themselves into your products or services. Jason is the host of hypnotic language hacks podcast. His Ted X talk rethinking rapport is available on YouTube. He is the best selling author of work smart business, a five-star rated book on Amazon's top books on neuro-linguistic programming while it's great to operate a million dollar brand.

1 (2m 49s):
Jason is most proud to do so while being at home each night with his wife and children. Jason, thank you so much for being here today, Laura, it's awesome to be here. Thanks for the invite. This has been an incredible thing for me. I w I was on your podcast. I think about it a year and a half back maybe and

2 (3m 9s):
Yeah, half a year ago. And then I actually know one a year ago and then a year and a half ago as well. So you've been on twice

1 (3m 15s):
Time flies. Yeah, we, we, we spoke just as we went into lockdown about how to work over zoom. And prior to that, we talked a little bit, I think about weight loss and hypnosis and putting yourself out there on video. So you are a person when I do my imposter monster trainings from time to time, usually they're fairly small zoom calls, so I'll go around the virtual room and ask each person who their hypnotic idle is. And I do this because I want to set them up to, to understand that they can model that person. And 70% of the room every time says Jason Lynette. So I know my audience is going to be so excited to have you here. And I would love for us to talk well, we have a lot of things to talk about, but the goal is going to be to help people who have that inner critic.

1 (4m 0s):
That's trying to keep them from taking action to start doing so. So before we, before we start in earnest, is there anything that you just want to share about your own journey, perhaps, even in the context of overcoming imposter syndrome and getting from where you were to where you are today?

2 (4m 16s):
Yeah, I'd say that there's a small sort of a advantage that was there early on, which was that I grew up in a family where everybody was an entrepreneur. So my parents, you know, I remember early on that we had a big backyard growing up that then became a medium-sized backyard because they were wedding photographers and they knocked off back at the living room and expanded the house, a good, you know, 40 feet by 20 feet wide. And that became the photography studio, which, you know, there'd be the times of them selling the wedding packages to the couple, to be in the living room and then doing the photography back there. So hearing all of that in the background, you know, all of this admittedly negative language around it's going to be slow your first year in business, here are the statistics that here are the statistics that most small businesses fail.

2 (5m 7s):
I didn't grow up hearing that. So from a place of let's call it, ignorance is bliss. I didn't go into this with the expectation that it had to be hard. You know, I would see them and they were in an industry that a lot of that was built by, you know, going to the bridal shows that would happen several times a year, putting up the big booth of all the photos and kind of knowing the local market as to what images they would have out, what books were there and how it was always a customized message in terms of who was in front of them, which someone else could hear the story that I just told and they could go, well, that was your advantage. I didn't grow up with that yet. As we know with hypnotic language patterns and hypnotic principles, if you can step into that reality, if you can vocalize it, you can easily create it.

2 (5m 53s):
So it's just that question of what would happen for you differently. If you just simply embrace the idea that this could be fun, this could be extremely easy. And again, it's always about that interaction with that audience. And that's where our best impact is often created.

1 (6m 8s):
You mentioned something, as you were speaking, that you had, you had an idea of what the other vendors would have up. You kind of knew that audience, will you talk a little bit more about why that's so important

2 (6m 18s):
For them? And again, this was external to my parents that they would know that I have to tell the story with the anecdote first here's the woman that it was the fourth time getting married yet. She had hired my parents every single time as she put it. I don't know about this one. We'll see, at least I'm keeping Mike and Mary and around was kind of the relationships that they would build. So not every image up on the display for my parents and their business was the young couple. It was the mixture of everything from the elderly couple to, they were down in Virginia Beach, Virginia, all the different sort of ethnicity cultures that were down there. So whoever came by, they could show, Oh, look, there's your pastor.

2 (6m 58s):
Oh, look, there's your rabbi. And actually bring people into the story. So kind of early on the whole mindset of selling by way of metaphor of building that connection, not to be that person who is just simply selling something, but instead sharing an experience and inviting people to take the next step.

1 (7m 16s):
I love that. Will you talk a little more about selling by way of metaphor?

2 (7m 21s):
Yeah. So as we look at the examples, which I know you've got a mixed audience here where some of them are in our shared community, but then also other people who have an interest towards improving themselves, people do business with people. People make connections with people. And I see far too many people often try to hide behind a brand, try to hide behind that identity. And instead, just to simply put themselves out there. And just as a side note to this, when we look at some of the major markets that are out there, whether it's building confidence, whether it's weight loss, whether it's exercise improvement, it's a little nudge in the right direction to realize that there are so many options for these different things.

2 (8m 4s):
And at the end of the day, and I tend to take more of a positive mindset toward this. All of those different methods, technically work. It's a matter of that person, putting it into use and then choosing to make it work. So there's always that sort of, as I'd call it student responsibility inside of our own journey in terms of improving. So, so to look at it from that perspective, we've got that opportunity inside of it to go. Here's what we can do yet. At the end of the day, when it's someone making the decision to have some sort of energy exchange, let's phrase it that way, whether it's spending time with whether it's making that phone call and connecting for a half an hour, whether it's paying for a service, whether it's buying a product, part of the emotional connection as to why they're doing that is because they've built a connection with you.

2 (8m 49s):
And as soon as we, we again, step into that mindset, that it's not just about what I say and what I do, it's about that connection. So this is where back to metaphor. If we have stories, share them, if we have our own personal triumphs and challenges, that things that we've overcome, bring that appropriately inside of what we do. Now, I share a slightly negative story around this briefly, which ends positively, which for those that are curious, one of the podcasts that I host, we have only ever deleted one episode. And it was a bit of a jump to make that decision. But basically we found out that one person, good luck guessing had completely fabricated as backstory, all sorts of just blatant lies and to say it politely, there's something else that must've been going on.

2 (9m 36s):
And I hope this person's getting help, but it was a big decision to go in and say, we're just deleting that episode. But rather than turn that into the opportunity of how dare this person, let's all hate on him together. No, it became well, there's a learning lesson that comes out of this. We can bring our stories into it. And I know some people are often timid or afraid of doing that yet. It's the way that if I was to tell my story, I had a hobby of doing magic. And then from that hobby, there was this dissatisfaction with the fact that it was based upon a lie. I have here an ordinary pack of playing cards. They're not, but then the need for exposition, why would I be carrying around cards?

2 (10m 17s):
So that's where I got into theater. In terms of the backstage production, I was more interested in the wizard behind the curtain role. How does this all work? What are all the moving pieces? But then at about the same time is when I first saw hypnosis, I saw a stage show. It was my friends who volunteered. And for the first time I saw something pure that was based solely in communication. And I began by doing programs for high schools, motivational assemblies, and then discovered the hypnotherapy side now to pull out of this for a moment, everything I've just shared is absolutely true. Now, what I've done though, is metaphorically. I've shine that spotlight though, in the places where I want you to focus, you know, does it matter that I go off and tell the tangent around working in this a smaller theater company where they were trying to break all the union rules and we were barely getting paid?

2 (11m 8s):
No, because that's not necessary to the story. So it's by shining that spotlight metaphorically in the places where we want that focus to be just like poetry, just like music, just like a good movie. People are going to draw out of that story, what they need from that experience.

1 (11m 25s):
That's brilliant. You mentioned the man behind the curtain and you mentioned rapport. And I agree with you 100% that it's, that all the techniques really work. And I really think that people buy from people. They don't necessarily buy products, they buy outcomes and they want to know the man behind the curtain. Jason, when I sent you the questionnaire, you wrote something that I would love. I think this is a beautiful place to dive into it where you said, actually, it's not, I'm going to, I'm going to hold on that now that I'm looking at looking at, at this specifics, but will you talk a little, that's a cliffhanger. It's, it's going to be really awesome when we get there. Will you talk a little bit more about rapport, the man behind the curtain and telling your story, making yourself public.

1 (12m 12s):
Because as I shared at the beginning, so many people look up to you and so many people admire you and it's because you've put yourself out there, you show up over and over and over consistently. And I know that's really scary for people. So will you talk to me a little bit about what's given you the courage to do that and why you do it?

2 (12m 30s):
So I have to throw a disclaimer to this, which is that as hypnotists, we know that words have power as someone who studies linguistics and is constantly looking at how do we tweak a message that even in marketing, sometimes just the game of this headline versus that headline and just this fascination around language, there's a trend out there of cultures, reclaiming words, which just simply by that statement, many people know the references that we can make here. In terms of that, my, I love this as a concept of what happens if we reclaim an idea. So there's a moment I was in conversation with a friend of mine, disclaimer, to this story is I was not seeing this psychologist.

2 (13m 13s):
It's a psychologist who happens to be a friend and she interrupted me at one point and goes, okay, whatever you just said, like, if you were one of my patients, I would label you as like the most high functioning ADHD person and, you know, anxiety and high functioning. And he's like, because she goes, it's working so damn well for you. And I heard that and I fed it back to go, are you trying to claim that if something is positive for you, it cannot be diagnosed. She goes, I think I like that premise. I go, I'm taking that. So this mindset though, of looking at, you know, what it is that we can start to build. So a couple of phrases that some of our hypnotic culture would not like this, what I'm about to say.

2 (13m 56s):
But again, if we claim it as our own, similar to the guy who came in, he, and as soon as he said this, he was one of my clients in the back of my head. I went, I'm going to do that. Now. That sounds good. He, he says for the last 10 years, I've been trying to lose weight for the last 10 years. I've been fighting with myself, with my nutrition and my emotions and everything. I'm going to stop working on the problem. I'm going to start working on the solution. I'm going to start eating in a way to supplement the weight training that I want to get into yet, from what I've looked at, this is not an overnight thing. And what he said next was for this to be effective, I need to become responsibly addicted to this. Ooh. And I went, Oh yeah, I know, right.

2 (14m 35s):
Appropriately obsessed is the one that I've often used for certain concepts. So it's where I may sometimes use the inner language of the constant positive dissatisfaction with success, which is again, a positive dissatisfaction. So that place to go, okay. So here's a campaign that's currently running that. Okay. Since we launched this thing kind of quietly, it's brought in a good amount of income. It's to be positive about that, but also go, how can this reach a bigger audience? And I think that last couple of words, there is the key to a lot of how I look at this, which is that it comes around to the audience, to whom we're speaking, where there's a line that I heard.

2 (15m 18s):
I think it was equal a lot of Husky one time. And one of his programs said that very often public speaking is a fear that comes from someone to present something that's not necessarily who they are. And I love that, but I also do do put it in the category, like the comedian bill Maher, who says, I don't know if that's a fact, but it sure sounds like it's true. And I just love that as a premise though. But to look at how, if I'm on the platform and I'm feeling nervous, it means I'm internalizing part of the message. And for anybody to step into a role of now broadcasting something to a big audience. I found that something changes inside of that messaging. As soon as we put all that ownership, all the understanding on the people who are out there in front of us and really it comes about from again, that exchange of energy.

2 (16m 4s):
If they're responding, if they're not responding, that's, what's telling us what's a hit that's, what's telling us when it's not a hit and it becomes this place where we can look at times and see here's all these testimonials. Here's all these people raving about programs. Here's all these people on a weekly basis, joining new programs, which builds this. I use the term of unstoppable confidence. It builds this resiliency inside that. Okay. So here's this one person who has, let's say an alternate opinion. We'll leave it at that. At which point we know they're not in our audience. They're not the people that we're speaking to. So this was something that from now hosting two podcasts, it's become even more evident the metaphor of a dog whistle that assuming you had trained your dog to respond to the dog whistle, you go to the dog park and you blow it.

2 (16m 53s):
You don't want every dog coming, running. You want your dog to come running. And as soon as you can step into that, understanding that it's not just about you, it's about that communication in terms of what you can share. That's where suddenly the tables begin to turn. And I found a lot of that block tends to fall down where it becomes, again, this almost ethical responsibility where I know there's people who are going to be listening to that program. This one on Wednesday, this one on Thursday, there were people waiting for the next class to be scheduled. When, you know, one hasn't even yet been scheduled. But by putting that ownership, external, this is what turns it into that drive. And by doing so I'll say, first of all, it creates this incredible resiliency in the business where things continue to grow because we're continuously putting out content.

2 (17m 41s):
And, and even some of the stuff that we don't like, I've got videos where I'm going. It's like, Oh, that was eight years ago and 40 pounds heavier and things I don't agree with anymore. The fact that now, because of the longevity of my business, I'll have people who reach out and go, I started following your videos in 2012 and I can see the evolution over time. And I'm curious, what's the next step of this? What as I go, well, that's the brand that I'm building out right now. So by putting that ownership on that audience, it takes that sort of self-criticism out of the equation. I found, because again, if I go into that mindset of this is that inner dialogue that I teach a lot of people.

2 (18m 21s):
If we're trying to get on other people's podcasts for trying to get in media, for trying to get in the newspaper, these people have space to fill. You have a message that matters. You have a message that can change people's lives and change people's businesses. And again, some may not like the language of this, but it's really the internal dialogue of how dare you not make it easy for people to find you.

1 (18m 42s):
Hmm. There's so much to unpack there. And I hear you saying underneath that, tell me if, tell me if I understood this correctly, there's there is a part of you that always wants to go up to the next level. And I know for me, the pain of remaining where I am is scarier than the pain of putting myself out there. Do you, does that resonate with you as well?

2 (19m 7s):
Yeah. Which does make me now talk about George Carlin and David Copperfield, because that's the obvious transition here,

1 (19m 13s):
Obviously that's

2 (19m 15s):
Obviously, okay, so let's chat about this. So there's something to be learned in terms of how big time performers and the terminology for this. If I have it, right, at least from the comedy world is that they burn material. So back in the day, George Carlin would go on HBO nearly every single year. And whether you liked his comedy or not think about the effort, it would take to craft a whole one hour routine. But then by going on HBO, by doing the special, he couldn't tour with that act anymore, comedy was a different category where if you went to go see a band, if you went to go see a musician and they didn't sing, the one hit song, you'd be angry.

2 (19m 57s):
But like if you went and saw George Carlin and all he did was the same stuff. You just saw him do an HBO and you pay 300 bucks for the ticket. You might be a little upset. Now he's an exception because toward the end of his career, he kind of rolled back on purpose into a bit of a greatest hits mechanism where in his final shows here was something new. And then there'd be the pause. And almost like, you'd go to see a Billy Joel and you hear the opening chords of piano, man. He goes, you ever noticed that baseball is a lot different than football and huge roar of the audience because they wanted to hear the classic stuff. David Copperfield the magician for many years, I think it was on ABC would do a magic special nearly every year, if not every other year, which most of his time at that point, he did not yet own his own theater with his own name on it in Las Vegas.

2 (20m 44s):
But at that point they would do the show and they would tour. And what was interesting about this was, again, you didn't want to see the exact same thing you saw on television, especially with magic because most magic tricks ended in a surprise. And I, and I read about this early on a different interview is from these two people and something about the publishing of what's working now, how does this start to sound familiar is what starts to encourage me to begin to push things in another direction. So this is where in terms of the business training that I do not just for hypnotist, but now also for entrepreneurs, there's this mindset around publishing exactly what's working right now because we've all bought that thing that was teaching something that the person had not yet tested.

2 (21m 31s):
I one time either made a friend or made an enemy out of someone in the hypnotic industry who goes, I'm writing a bunch of scripts for this issue to sell. And I go, have you done these with clients yet? And I didn't get a response. I got blocked. So I think we got the answer there. The same as my entry point to teaching business was that I was at a conference and someone, someone was teaching a mechanism of Google ad words. I asked a simple follow-up question and he responded, he had never actually used the technique himself, which is dangerous. So instead the mindset of teaching what's working right now and the, the sort of positioning came about years ago by going, I can give you exactly what's working right now.

2 (22m 11s):
There's even some marketing campaigns that are running on one of my websites that I've given my students permission to say, here it is, you can use it with the same name. If you want, you might want to change it, but here let's get you up and running. And, and the reason why was that this is, these were the assets that people needed to get up and running. This was something we'd already proven to work and back to the George Carlin, David Copperfield reference. Why do I share exactly what's working now? Because you can't do it the exact same way that I do it. Yup. Which is not a challenge. It's not a negative statement. You can't do it the way that I do it because you shouldn't do it the way that I do it. You need to make it your own.

2 (22m 52s):
This is where my teaching mentality sometimes is. Let me go into the almost insane attention to detail levels. So this way you understand the how and the why beneath it this way. Now you can go off and make something completely of your own.

1 (23m 5s):
I love this so much. And one of the things that I want anyone listening to take away is Jason is talking about finding someone and modeling someone who is actually doing it. Find someone who is, has laid that groundwork and has proven this in their own practice. And I think this is kind of the, the yin and the yang of imposter syndrome is often we feel like we're not ready and we're not ready to call ourselves an expert. But on the, you know, the flip side of the coin is if you are one step ahead of the person you are guiding, if you have just begun to experience, you can start to pull them toward you. And I found that as I teach others, it more firmly internalizes truths for me and I come up and I'm able to pull them up.

1 (23m 48s):
But when you are going and finding someone to model, especially in the business world, look at Jason, Jason is walking the walk, he's already doing it. So find someone who has some skin in the game.

2 (24m 1s):
Oh, I was thinking about what you just said there, about how I love the definition that an expert often is that person who may just be one step ahead of you. And for any one thing that you do that comes extremely natural to you is someone else's very specific pain point. And it's where there's two correlations here. One in terms of the industry that you and I are in of hypnotist, but also within business to recognize when we may be doing something based on tradition. So by becoming an instructor in hypnosis, now having taught thousands of people around the world, it's driven me inside of the work that I do with my clients to sometimes ask the question, does this step of the process? Absolutely have to be there. What happens if we remove it?

2 (24m 42s):
Oh, I got the result even faster. Cool. Now it's something the client can do on their own. And yes, here's moments. Let's pull this out and it didn't work. Oh, dear. Let's put that right back in the same as in business, there's an accountant that I previously worked with that just to set the stage for this, doing the bookkeeping and QuickBooks pro online, by checking in by phone several times throughout the year here came the phone call. Hey, Jason, when do you want to come out to Fairfax and look at the final numbers? And my response was why we have it all online. Is everything lined up as we expected? Yeah. We were guessing that I know about this amount.

2 (25m 22s):
What do I owe less? Oh, cool. Do I have to come? I mean, I like you, but recognizing where we're doing things based on tradition and challenging that model. So it kind of breaks the whole, those who can't teach. No. Those who teach, build that mastery.

1 (25m 40s):
Yes. Yes. I feel like that's, I've seen studies that say that's the best way to be build mastery. We can read it. We can watch it. We can do it. But the best way to really build it into our neurology is to teach it.

2 (25m 55s):
Although here's, here's something that I did years ago and I consistently do this. And the rule that I have now set inside of what I do is that I can't teach it until I've proven for myself that it works. So like there's a segment inside of one of my trainings, where we changed the structure of how people come into one of my businesses, where now you can't call that business. They watch a webinar, the webinar invites them to pay a deposit. The deposit then gets them access to my calendar, to which we then have a conversation, then book the program. So we tested that for a good six or seven months. It worked, I picked it up, did the Carlin Copperfield game. And when everybody here it is, you can't actually use this as it is though, because there's a lot of stock images and a lot of my stories, but here's the transcript here.

2 (26m 43s):
The slides modify, make it your own. Meanwhile, here's my new version of it. And you know, full disclosure. Here's why I'm not giving you the new one yet because it's two weeks old, you know? Yes, it's already brought in one client, but I want to see more long-term evidence of this actually working. The cool mindset is that oftentimes we do this great in our businesses in terms of let's start with the quote, first Lorne Michaels, Saturday night, Saturday night live, whether the show was ready or not, we go live at 1130. So what the technique was doesn't matter. But there was a specific technique that I would teach my clients all the time and use it for a quick little self-hypnosis changed process.

2 (27m 24s):
And yet in my head, I'm getting frustrated because I'm like, this technique has never worked for me though. Like I can teach it to a client and I can bank on the fact that I've taught this to hundreds of other people and it worked for them, but I'm getting annoyed that I can't make it work for me. So what did I do at this point in the story? I was hosting a meetup and I scheduled six months out from now how to do X, Y XYZ technique as self-hypnosis, which created this ticking time clock. That meant I've got six months to figure this out and was noticing then by really digging into the method, digging into the principles, Oh, here's the missing gap. At least for me, here's how we take something.

2 (28m 7s):
That's meant to be a visual experience and bring in the other emotional, bringing the other representational States. So by calling that shot, as it were, you know, the old story of babe Ruth pointing to the outfield, and that's my one starts metaphor that I can pull off the story of calling that home run and pointing to exactly where it was going to go. And then giving myself that time rage to go, this is what I'm going to do with BI, which really put that sort of, you know, fire under the cattle, as it were to go, this is what I'm going to figure this out by. So anytime we can set that out, I see too many people who go, you know, I'm going to launch a podcast one day or maybe I'll do a course. Well, once I have enough interest, then I'll schedule no schedule. That thing, make it real, stick it on the calendar, set up reminders, leading up to it.

2 (28m 50s):
Even if it is, you know, seven, eight, nine months out. But once it's now scheduled, that's when it becomes real. And you're going to figure that thing out.

1 (28m 58s):
Yes. I love that so much. Jason, you mentioned that sometime when you're sometimes in a protocol, you'll say, do we really need this piece? And you'll pull it out. And sometimes it works. Sometimes it doesn't. So you might put it back in and something you wrote when I, when you booked this appointment, this podcast interview really jumped out at me. And I think this is a perfect place to plug it in this. Isn't the cool one that I mentioned a moment ago that one's still coming cliffhangers. Yes. How to really live in the there's no failure, only feedback reality. So many people don't start because they're so afraid of what if it doesn't work. So will you talk about that?

2 (29m 36s):
So let me give the end result first, it's a myth that you have to have streams of income in your business. It's admit that you have to, you absolutely should because then suddenly here's whatever event occurs where now here's other things that are running and have things in momentum. The same as, you know, if we look at fitness, if we look at health, I know you've got, you know, significant weight loss as part of your backstory. And so do I, and here's the day that here's the minor injury and it's not going to be the make or break moment because still, well I'm eating right. And I'm doing these things in a better way and it's okay. I have to kind of take down the exercise for a bit. All right. Or here's the moment of going, okay.

2 (30m 16s):
So I really fell in love with this heavy weightlifting. And even though I'm being appropriately cautious yet still open-minded in the midst of a global pandemic. My gym was not emptying the trash or refilling the soap after three days. And I went I'm out and it became the thought process of I've been thinking about doing like a three month reset. This is a good time to do it. Oh, three months, if only. So bringing that to mind here, in terms of looking at the situation of there's no failure there's feedback. If we label something and this is a principle out of standard communication, it's modeled inside of NLP. Neuro-linguistic programming. The moment we stop and label something as a failure, we've now put a label on it.

2 (30m 59s):
And that's where we're going to stick. If it's instead to look at a situation and ask, what can I do differently? How can I modify this? How can I take this to a better audience? That's where we start to see there's flexibility. So as much as we can to break out of this binary, yes or no, one or zero thinking. And instead here's all the moving pieces. I tell a quick story that I tried to mind read one of my audiences a number of years ago. And here was a mechanism that really built up my business. And I went, I'm going to teach a class on this one thing. And because I knew it was this good, I put together a whole website. I paid a graphic designer, a time to build things out.

2 (31m 39s):
I shot a whole bunch of new videos, created a whole automated sequence, put together an ad campaign was pouring money into ads. And I'm so proud to share one person signed up. And then as that event played out, just to shorten the story, I went, you know, this other person at this conference is doing a training too. She goes, Oh, I'd love to go to that. I was between years and this one, I go, okay, cool. Anytime access to my product. Let's walk you over. You got the day off. So if I stopped there, I could have gone. People don't want this. The most important thing that happened next was I asked a question, what's the biggest pain point? What are your goals in the next couple of years, I went back to that audience and asked them, what is it you want? And by hearing what they wanted, I then created the course because I go, Oh, that's this other thing that I do.

2 (32m 24s):
I could offer that sold out the event. Did it a couple of times running as well, put it into a program. It continuously brings in more people continuously helps people to launch these segments of their businesses. So at any point in the journey, you know, to ask what's another option, it's like the little reference we both made a little while ago, all this stuff works. You just have to use it. You know, here's the day where, again, back to the exercise, this is, this is one of those reasons why, you know, as the main focus of seeing clients for some time was working with athletes. And I've now pivoted that energy over to working with people who are business owners, people who are entrepreneurs and public speaking is still just as much of an issue, even though it's now talking to a three inch box on the screen.

2 (33m 6s):
The, the fact where the thing about the athlete and again, negative language used in a positive way. The athlete becomes an expert in their own elements for anybody else. Oh, my foot's hurting. I guess I'm not a runner for the endurance runner. Yeah. I got to get the racket ball and kind of do that roll around thing for a little while and let me do the other foot and stead. Here's the moment where I've worked with power lifters with bodybuilders. And here's that moment where this part of the back is tender and it's not every reason why they go, Nope, I'm out, it's instead a bit of feedback to go, okay, well, I haven't been doing my stretching. I haven't been warming up properly. There's a reason behind everything and to go inside of that reason and then ask, well, what other options are there?

2 (33m 51s):
So this is where there's never that moment of labeling something as failure because instead by asking, what can we do different about it? This is where oftentimes we discover new markets. I mean, I tell a quick story around this, that I was at a marketing convention and I was giving a presentation at that point in my head, I was expanding the skills of the local practicing and clients to be the personal development guru from the platform. And I forgot where I was in my presentation. And in the words of Steve Carell, Michael Scott on office on, on the office, this is one line of his from the shelf. Sometimes I just start talking and I just keep going until I figure out where I'm going, which any of us who step in front of a microphone, I've done that at least once at least.

2 (34m 39s):
And it was one of those moments if I just started talking and hoping the, the, the memory kicked back in and I screwed up my words, and I said, you know, your business can change people's lives, but you don't yet have the right words to the inspire people to take action. And Laurie, the whole room leaned in and I went, okay, I'm doing this now. So we're, again, we land that message and we hear what that community wants. You know, the tech world calls it a pivot. I call it just listening.

1 (35m 12s):
That's incredible. Okay. This, this segues into what's next. Jason, you mentioned that you created that product because you were trying to mind read your audience. And I think so often we do this, and I know so many people who have put out products and nobody buys them and I can raise my hand. The first product I did was like that. So when I read your, your intake form, you said how to define your audience so well that trolls and armchair criticism doesn't phase you. So when you really know who you're talking to, everything falls into place, I would love for you to go down that rabbit trail.

2 (35m 50s):
All right, I am going to befriend 80% of this audience. I'm going to offend maybe 5% of them. So buckle up. Let's have some fun. I'm the guy who began by in the hypnosis industry, seeing clients, but figuring out that the business side of things came naturally to me. And so I made the decision because people were asking me for it to be the guy who also talks about business to people that are in helping professions. Let me sidebar for a moment, because as much as this is all about the imposter monster imposter syndrome has a couple of neighbors that I think are helpful to mention here. There's in addition to imposter syndrome, there's savior syndrome, which a lot of people in helping professions often fall into, but I'm helping them.

2 (36m 32s):
How can I charge the money for this? You know, the place where I was rather happy this morning when the family member of someone who I've done business with just paid full price for one of my programs. And I wasn't happy because I got the money, which yes, I was. I was also happy because it came with a note that read like an email that I've sent many times over. I knew if I messaged her, you'd probably give me a cut, but if I don't pay for it full price, I'm not going to watch it. So thank you spending on your kids. It's like, that's the kind of email that I send sometimes. So this place of that savior syndrome, that there's, again, this exchange of energy. And I mean that in a very straightforward way, that by someone investing time, energy, and money into something, we can give them a much better response.

2 (37m 19s):
You know, there's a quick story of the guy when my wife and I were on our honeymoon and the fact that he was so insisted on paying me this, I'll shorten the story, but I want you to help me quit smoking. I'm like, we're here in our honeymoon. This is our last night. I'll pay you whatever your fee is. And as he then got to, I'll pay you four times your fee, I'm getting a nudge and I'm doing a stop smoking session in this hut basically. And the guy hasn't smoked now in 13, 14 years, this stuff works so super. So that mindset of savior syndrome, it needs to be addressed because by having someone invest their time, energy money, or some combination within their insight of what they do, we all have books.

2 (37m 60s):
We're not going to read that are sitting on a shelf. We all have videos. We're not going to watch. So to look at that exchange that we can create by breaking out of that savior syndrome. That's going to be one step of that in terms of entrepreneurship, superhero syndrome comes into play too, which this one is where the person believes they are the only person who can do what they do. They are the only person which the supplies to the person who is trying to design their own website, trying to design their own business card and just say it politely, they should not be the one designing. You know, so as much as outsourcing's a big part of what I do that to hand it off, there's also something, and this is a bigger topic to a newer one.

2 (38m 40s):
I've been chatting about that. If we can take what we do and turn it into a proprietary process, all of a sudden now, okay, so I've broken hypnotic influence for business into four components. And if I tried to sit here and said, no, no, no, I'm the guru of all of us. And no one else can teach it. Then all of a sudden I've created a business. That's not scalable. I've created one. That's always going to be stuck in that dollars for hours mindset, put the emphasis on the audience. How can I serve more people? Well, you know what, here's step three of this, which involves some effort I could actually, inside of my high ticket program, I could actually include consulting inside of phase three of that.

2 (39m 21s):
And you know what? That part doesn't necessarily have to be me. If only I knew a good 15,000 people around the world who had similar skills that could satisfy that part. And I'm beginning to hire out for other people to do some of that project work there too. I mentioned, there's a fourth one now taker syndrome, give me a year. I'll have a better name for this one, but this is what often I've run into with people who are doing exceptionally well in their businesses. And all of a sudden here comes this mentality of almost guilt that, you know, they're successful while other people are struggling. And this mindset of I'm only taking, I'm only taking which I'd say the, the solution to this very often is to go into that place of looking at the assets that we've shared.

2 (40m 5s):
You, you do this podcast. I do two podcasts, the videos that we put out the testimonials. So I think the solution to the four of these often, especially as a business owner, is yes, to listen to that occasional criticism, but also to have that time to go back and really read through those reviews and testimonials, which is I went off on this tangent, Lori I've expertly forgotten your original question.

1 (40m 26s):
It is peek back at how to define your audience. So well, the trolls and armchair criticism don't phase you.

2 (40m 34s):
Okay. So I started this. This is where we were originally before I went off on that journey. I started this with originally being the Hypnos the business guy who's talking to hypnotists, here's where the 5% get a little upset about this. I know for a fact, because I've already had it many times over there's people who would walk by the table of mine at a conference and would immediately dismiss what I do before. They'd even look at it. My favorite movie of all time is Monty Python, life of Brian, because it shows just how quickly new beliefs can be installed. And whether you like the way that they took it or not. It's a funny movie, great ending number by the way. So there's a part of the audience that's going to hate my message, no matter what I say.

2 (41m 18s):
And it's got nothing to do with me. There was a guy who was in a Facebook group the other week going isn't the end of the story first. Yeah. But then I turned this into a marketing campaign and brought people into my community because of it. Thanks where he was there going, why is it so people are so excited about bringing in more competition into the industry. I go, because more we're all successful. The more we're all successful when you're out there doing quality work in my industry, it helps what I do as well. So thank you. So by defining that audience, by knowing exactly who they are, and this is where it's going to be a combination of doing that market research yourself, and really going beyond just what we can find on websites, but really asking people.

2 (42m 4s):
And this is also going to inform how we communicate to that audience. I know that for the business to influence stuff that I do for entrepreneurs, not just within the hypnotic industry, they hate the hype-y sales stuff. They click away. When they see the guy in the garage showing off all of his cars, which is why I've done several photos of me in front of the minivan. There are no accidents inside of a lot of what I do. But by knowing who that audience is, it becomes this place. Where now, if there's someone who has an opinion about it, I, I draw a correlation and this is metaphorical for those not in the hypnotic profession, but our good friend, Richard <inaudible>, there's a whole conflict in the hypnotic industry around our scripts, good or bad to which we all end up saying the same thing.

2 (42m 52s):
These are a historical record of one way. You could do things that are a good way to learn language patterns. Can we move on? We get the point now, but Richard has the ultimate response to this. The people who are against that method are either one lying and they're actually using them to not actually seeing clients. Therefore their opinion really doesn't matter on chair of philosophy or three. They have memorized chunks of patter that could have been scripted out. But now it's so internalized that it doesn't have to be a thing on paper. Yeah. So we find the same thing in business, too. That again, it comes around to this intention, to the individual, by looking at who this audience is, who's this for?

2 (43m 33s):
Who is this? Not for a, I don't tell this, these next two stories to go look how clever I am. But it's instead to say, when you know your audience, you can step into this nothing to lose mindset. I'm at a conference one time. And as a bonus that I've done, sometimes it would be that if you sign up for the online program at the event, I have these little flash drives. You can take all the content with you downloaded. And this guy walks over and he picks it up and he goes, I don't know, I've got a bunch of courses. I haven't even watched. How is yours any different? It's like, well, if that's your method of engaging with material, it's probably going to be about the same. Well, how much is it any way? Well, it's online at that time. I'll use the numbers. Now it's online for 2000, but people who sign up here, get it for a few hundred less.

2 (44m 15s):
Oh, that sounds expensive. Well, you haven't even asked me what's inside of it. So you can't gauge that yet. I'm going to sell you a car for $10,000. Does that sound good? And this is where I have a place in my brain called nothing to lose and I it's fun there. And he goes, well, what's your return policy anyway. And I reach over and politely let me disclaim her. He was smaller than I was politely, took the card out of his hand and said, it doesn't matter because you're not going to buy it anyway. And even if you did, you wouldn't watch it. And you'd be asking for a refund. So let me save you some frustration here and not for the sake of the bragging rights, but the guy next to him, reaches into his wallet, pulls out an American express and goes, I'll take it. Why he goes, I need to respond that way to like half the people who call me, which again, by defining who our audiences, this is also where it's not just about socioeconomic class.

2 (45m 5s):
It's not just about who they are, their background. It's where we can start by way of hypnotic influence methods. Start to really dictate that journey moving forward. So the people who are willing to watch our videos engage in our dialogues, fill out the form online. Maybe I know you do this to ask for a deposit, even book that time, it's going to make it. So by the time they get to us, we're only spending our time with those people who are ready, willing, and ready to jump in. The other story I promise there. And this was the moment of, I thought it was a client to know of answering the phone and you should always do some market research before you go for a two bolt close. Hey, I see you use this software. I sell one that's cheaper and less confusing.

2 (45m 45s):
Do you want to buy it? That was his sales pitch, which I go well by comparison, I don't find that software expensive. And second of all, I don't find it confusing. So I'm really not interested at all in having this conversation. How many sales have you made this morning? What does that matter? Well, I'm just curious. Cause I teach people how to better engage with their prospects. And you started off with a mind read, which you missed, which means you've broken rapport. You're just lucky. I'm in my car and I've got 10 minutes to spare. What criteria do you typically use when you're looking for software? They started answers. Like, do you see how you're giving me your buying criteria? And now if I knew my software fit into that criteria, I would present the offer to you in such a way that now mirrored, what you looking for.

2 (46m 29s):
And ethically speaking, if the criteria you're now feeding me is not what my software provides. I'd respectfully bow out of the call and that's how we completely can eliminate buyer's remorse. Make sense? Yes. How do you learn this stuff? We go, well, I have a program where I teach. This is something that I've taught live for like $5,000 in person. We have a promo running online right now for a 3000. What's your email address? I'll send you a link,

1 (46m 53s):
Amazing the telemarketer,

2 (46m 56s):
But it's again, by understanding that audience where now here comes the person. Whereas the, what was the wise philosopher? Taylor Swift would say haters gonna hate and to recognize where that trolling moment possibly has nothing to do with you. It's some story that they're stuck inside of and to not feed it, to not go into that negative energy it's instead again, this place of resiliency to go. Well, I don't think it's a match for you. I wish you the best

1 (47m 22s):
Two quick things I want to interject for the audience. One is, is the strategy that you've mentioned a couple times, your velvet rope strategy.

2 (47m 32s):
That's embedded inside of it. I teach from a principle of compliance, proceeds, suggestibility. So if we ever want someone to become, and we're gonna use hypnotic language patterns here, if we're going to ask somebody for a sale, a next step engagement of some level, the more we can have them following a series of steps before we go for that ask. So this is why, even though I've got a big mailing list of people who have engaged either with my book or the hypnotic language hacks podcast or the work smart hypnosis podcast or whatever mechanism I'm always looking at, how can I reengage that audience? Because you and I both know, we can just simply broadcast a video to go here it is.

2 (48m 15s):
But if I said, here's a new on-demand webinar, go here to get it. And they have to opt in and they have to get it on schedule. Now the viewers go up. So the best illustration of this is when I was moving out of the office that I was out of before I came to this one, which I'm about to move out of as well, moving down to Florida, this experience where the guy goes, Hey, you're that Hypnos guy, which is the official certification title. And he goes, how much is it to quit smoking? I am to come over and ask you as like, there's a quick 10 minute video on my website. That explains everything. He goes, I'm not going to watch a 10 minute video. And I go, you're probably not going to quit smoking with me. Then six months go by the phone rings.

2 (48m 56s):
He goes, I finally watched it. I'm ready. So this is the power of media. I say this to someone who's putting out regular media, running your own groups, putting out your own podcasts by educating, educating, educating. This is my favorite ethical aspect of this. Now the people who are a match for what we do, we'll continue along. And the people who are not a match for what we do are going to respectfully bow out on their own. This is the ultimate end branding because there's people, I don't know what number iPhone I have now. I think the 12 is the newest one. Maybe they'll do a 13. They might do the elevator thing and just jump straight to 14 or just change the name again. But there's people out there who have already decided they're going to buy the new iPhone and they don't even know what it is yet.

2 (49m 39s):
The same as this, we can build that loyal fan base by again, responding to their needs, sharing what they're looking for. And if we're talking business, people are always shopping based on two factors. How can I do something faster and easier help them do that? You've got an audience for life,

1 (49m 55s):
Incredible for people who are listening and don't access the show notes because this will be in the show notes. How would a person find the program? You talked to the telemarketer.

2 (50m 6s):
Yeah. So let me give two references for this one. Then hypnotic language hacks is the business podcasts that I put out every week comes out on Wednesdays. Wherever you can track down podcasts, do a search for hypnotic language hacks. And then for the actual business influence training program, that's [email protected] and Lori, I think you've heard me say this before. Don't worry about the, I own all the misspelled websites. They all redirect to the right place. You go to Jason Top of the page is where you'll see a tab for business influence systems. That'll actually give you access to a free on demand video that teaches you how to create videos that have people wanting more from you even before you make an offer.

2 (50m 46s):
An intro is that program too. That's adjacent

1 (50m 50s):
This is such a great segue into what, where I wanted to go next. Because when I heard you say that I own all the spellings you were standing on stage in front of, in my mind, it was thousands of people. I can't remember how large a room was, but I just was. So I think it was dressed

2 (51m 5s):
3,200. They sat at that. Okay.

1 (51m 7s):
It was thousands of people and it was just this beautiful venue. Some of the people that were giving you feedback were, were some people that I follow Shaylene Johnson PatFlynn it was just incredible. And I saw you up there representing our industry in such, just the lady next to me was like, who is this guy? And at the end, when we, it was a competition at the end, when we voted, I saw her right, Jason Lynette. And I just remember seeing you up there and thinking how awesome it is that you have that relentless pursuit for more, for, for more and more excellence. So will you just talk to me a little bit about what you, what got you to that place on stage?

1 (51m 49s):
Maybe talk a little bit about that event and talk to people who were afraid to show up, whether it's on a metaphorical stage or a physical stage, just, just what do you have for those, for those people.

2 (52m 1s):
Yeah. And thank you for all of that too. Especially, you know, the commentary and what that stands for people. And yes. Also thank you for the photo of that, that I keep using. You got the better image. I, I would say this goes back to when I launched the work smart, hypnosis podcast, which is the program that goes out the one that you've been on twice, that one that goes out specifically to the hypnosis industry, which again, back to the other conversation about know your audience, even I'm amused that that's now become the main source of my private clients. And it always follows the same dialogue. They go, yeah. I listened to a few episodes. I'm not the audience am I I'm like, well, it's very much meant for a group of hypnotist who already do hypnosis.

2 (52m 44s):
It's not trying to introduce it to new people. They go, yeah, it was fascinating. Why did I keep listening to that? I was like, well, good conversation. Thank you. So by defining that audience, so the story behind this, the reason I bring that up, I mentioned earlier, I used to run a meetup group. There's a line that I learned from the magic world, from the theater world. It came out of vaudeville. The amateur changes their act, the professional changes their audience. So looking at that moment of, I was hosting a weekly, a monthly meetup, and these people are all still my friends, despite what I'm about to say, next, I looked out, I was like, Oh, it's the same 25 people every single month. And very little variation. And again, bring this to a place of ethical responsibility that this message needs to go out to a bigger audience.

2 (53m 31s):
That's what, where I kept the meetup going for a while. Eventually they were all going, Hey, are you hosting this online? And I went, yep. We're closing that thing down. And that became the work smart, hypnosis online training brand. So by taking that message now into a podcast that's been going out for well over seven years at this point, more than 300 episodes, millions of downloads all around the world of taking that message to a bigger audience. Now, looking at that same thing mechanism, this is where, again, listening to your audience, I would have a client come in for issues around public speaking. And in the 21st century, we all Google each other. We all look people up. We all try to figure out who people are before we do anything with them.

2 (54m 14s):
So what was happening was that, and again, remember I told the story that clients were finding me from a podcast meant to be a very niche specific. I'll tell you the internal dialogue, it's FUBU from Damon, John for us bias just for hypnotists. So what was happening that was my clients were coming in and we'd be working on public speaking. And yet here they'd come into like usually the second or third appointment is when they'd wait, bring this on me. They'd bring in like a printout of their presentation. They were working on and go your video from that conference in Vegas for your teaching about how to open up a presentation, to have the audience one stay in the room, which is helpful for a talk and to want to take action with you.

2 (54m 58s):
Could you look at my presentation and tell me where I could do that? And at first, you know, the brain was segmented to go, no, no, no, that's what I do over here. We're here for this emotional thing. And this is why I do a lot of work I do now, which is that we can build the confidence up based on the emotions and to use the branding. If you can go and did that next mech and end to that next opportunity with a few hypnotic language hacks for ethical influence, to know that you're delivering your message in such a way that now it's going to create even more impact. Think about the changes in your confidence that's going to create too. So it's about combining that emotional mind connection, as well as the strategy where now I know you mentioned modeling.

2 (55m 40s):
I know if it's my time to then pivot from education and to offer, I am channeling Steve jobs because the amount of nerdy excitement that he would have on that platform, as he was showing you the new feature of whatever device, which created that, that dynamic of people rejoining a movement. People wanted to be a part of whatever it was, even if it was something that you know was going to be replaced many years later. So people want to be a part of that energy. So by bringing into that energy of, we're now doing this with purpose with intention, that's what happens where we look at that. So now by two, taking that moment where the clients were coming in and asking for advice on their presentations and so often to be, Oh, this is good.

2 (56m 23s):
This is a great story. You should open with that. No, I'm supposed to get up and introduce myself first. I'm like, no difference, better than better. Get up, break the mat, break the pattern, bring people in, invite your audience to care about your message before you ever ask them to listen. So really it was by listening to my private clients that suddenly it became, here's the NLP training that I offered for awhile, which then became work smart. NLP now became the business influence program [email protected]. And it was by listening to that audience by going, I want to be able to go back and listen to this over and over. I want to be able to go back and access these specific applications. So I think the answer goes back really to where we first began, this conversation, put that ownership on them.

2 (57m 9s):
And the best thing that you can do is listen, that's really to get the best feedback. I took a program that was selling exceptionally well, where it used to be. One of my other programs used to be $47 a month recurring membership, which a lot of people are doing that right now. And I asked the audience, Hey, how do you really want this? And they all said lifetime access. And I responded, I think the fair way to do that though, the churn rate of most online communities is about a year and a half. If you're lucky, I think to make this fair, I'd have to triple the price and charge you three years upfront. And they responded. That sounds good. Wow. Okay. Gave the audience what they wanted. And now it's the model of raving fans rather than lifelong dependence.

2 (57m 51s):
So really the answer to all of this is put that ownership on the audience, listen to what they're looking for, deliver what they're asking for. And even so it's that evolution over time that people really, really respond to. So amateur changes, their act professional changes their audience. We don't have to leave behind the old audience. We don't have to let go. This is why so much of what I do is about teaching principles of automation. This has been a video the entire time. Lori, just, the questions are lining up, but the opportunity of, again asking how do I do this better? How do I do this better? How do I serve that audience? I think those are the principles inside of that.

1 (58m 29s):
I love this so much real quick. You, you had mentioned that your intended audience was people who do what you do, other hypnotists, and yet you've accidentally attracted many clients who were not hypnotists. And it makes me think of Tim Ferris, who I think you and I both have followed for quite some time. He was actually the very first podcast I ever listened to. I had been following in him and he said, I'm going to do this thing called the podcast. And that's what got me into it. And I found out that his, his ideal client, his intended audience was 20 something year old men in Silicon Valley. And I, at first I was a little bit offended because here I am a 40 at that time, 40 year old woman who just like Tim Ferris, I am where I am today because of Tim Ferriss and many other people.

1 (59m 16s):
But he's the one that opened this world to me. And I thought,

2 (59m 20s):
When you approach any, ask yourself, how do I do this once?

1 (59m 25s):
Is that a Tim Ferriss question? That's

2 (59m 27s):
The, maybe a paraphrase of a Tim Ferriss moment. Yeah.

1 (59m 30s):
And he is just the King of empowering questions. His, his fear setting is what got me to quit my job as a hairstylist and become a full-time hypnotist. So I love how you have really driven home. The point that when we really narrow our audience, when we decide exactly who we're speaking to, and we go all in and choose a niche that we actually attract people from the outside of that niche as well. And as we continue to walk that path and listen to what people want and use their words to give them what they want, everything falls into place.

2 (1h 0m 4s):
And, and this is where at any point in the game, we can pivot where suddenly he became the guy known for the health podcast. He suddenly became the guy for the angel investing podcast and talk about a dog whistle. I still subscribed to that program. I don't necessarily listen to every single episode, but again, just like the story of Steve jobs with Apple people are now part of that tribe because they like the mission of it, which is where you as a podcast host as well, it's our responsibility as the host to go, okay. So I know you're not involved with this world, but here's why I want you to hear it. You know, the easiest example of this is for the hypnosis podcasts that I do again, know your audience.

2 (1h 0m 47s):
Here's the moment that I have the stage hypnotist on and the people who are clinging to the word hypnotherapist or go, Oh, I don't do that. It's like, well, here's what you need to hear from this. Here's the message that's going to be inside of this, the opportunity that framing is ever free thing. So, so you're right. That in terms of pivoting that, and it's where listening to their specific need, this is why at one point my business program for hypnotists, that's more of the how and the what to do. And, and here's the assets to get up and running. When that first came out, that was called hypnosis business bootcamp. And in the process of changing the pricing structure, it was a good opportunity to change the name. It became hypnotic business systems.

2 (1h 1m 27s):
Part of the reason behind that was with a name called hypnosis business bootcamp, only hypnotist for joining it. When it became hypnotic business systems, what happened then was I could make fun of the product and sell it to the acupuncturist. I could make fun of them. Hey, okay, look, I'm going to say a lot of weird hip, no jargon in this thing, but business is business. This is what you're going to learn. And again, by really listening to that audience, they wanted more of the languaging. So we've kept hypnotic business systems running as strong as it ever was. If not more, but people wanted the languaging stuffed, which I went, Oh, cool. We need to build business influence as a program, which is now getting into the calibration to others, getting into the state management in terms of ourselves, the language patterns, and only then getting into the applications, which was not something I sat down one day and thought, let me come up with something to sell.

2 (1h 2m 18s):
Now it was instead by listening, what people were asking, it's like, well, it's the way that you made that transition. That is why I wanted it. It's the way I always credit someone. You also know Michael Michelle, who now lives in Las Vegas. People join that influence community of mine because they're expecting objection, crushers and closing and closing strategies. I think Michael Michelle, it has the best closing line of any business person. I know. Okay. So what do you want to do? Because by the time everything else is established, that's covered,

1 (1h 2m 50s):
Right? Jason, I feel like you have dropped so many gems. If I were to unpack some of them, we would be here all day. I want to honor your time. Is there anything before we say goodbye, that we haven't covered, that you would like to cover?

2 (1h 3m 5s):
Yeah. I'd say let's go a little bit further into the superhero syndrome. That one of the bigger issues that I see as people build businesses that are completely dependent upon them and dollars for hours is a massively noble way to run your business. That being said, it's going to wear on you. Any of us who run our own businesses have heard the phrase that if you enjoy what you do, you never work a day in your life. And those people are liars. Some days that's a job, it's call it out. There's some days that here's something at the kid's school that I really wanted to be at, but I'd made a commitment for a client. And that's now scheduled here at rare moments where the convention I was attending was overlapping the first few days of school, because suddenly they changed the dates of both at the same time.

2 (1h 3m 49s):
And couldn't predict that, but I'd already committed. So we find this balance to it. So one of the bigger themes is to go inside of what you do. And I, again, bring it back to the same theme. We keep hitting here. You owe it to your audience to do this. You don't have to turn all of it into a product, but chances are, there are segments of what you do that could become a product. And I've seen people do this now from things that I've taught them and industries that we wouldn't even imagine how to better prepare your home in advance of this renovation. So we're done faster and you don't have to pay us as much. Wow. And here was the contractor who was showing a few quick little fixes of things to go, okay?

2 (1h 4m 30s):
So here's this here's that if you can take care of this in advance, this is what the paint cost. If we do it, if you went to home Depot and had it in your house already, it's going to save you this percentage. And just this way that we can productize what we do. I have an accountant who has a whole educational arm of what he does before he begins working with people and sounds negative. But it's the same phrase that I use. You don't want to pay me to teach you stuff that I've already productized. So this is where if someone hires me as a consultant, I go, this has to be a hybrid approach where now, okay, so you want to work on the writing for your websites. Good. Go through the training, do two or three drafts.

2 (1h 5m 10s):
Then as we meet, let's do pawn shop rather than me sit there and go. Here's how you do bullet points. No, we've already got in a product form. So the superhero syndrome fits into that because yes, not everything can become an automated on its own product, but I'll tell you the big theme that I'm pushing people towards these days is that in terms of a sales funnel of your business, if you can position yourself at the bottom of your funnel, you're going to be serving an audience even better. You're going to be reaching even more people. You're going to be leading a much more comfortable life. You're going to be only working with people who you were absolutely excited to be helping with. So the nature of what I do now is everyone has to go through some sort of product gateway.

2 (1h 5m 52s):
They have to go through that first. And now my clients are the people in those communities. I have the standard issues. I have no issues with no-shows. I have no issues with non-compliant clients. It was someone who's known in the marketing world, Dan Henry, who posted something a while ago, which is, it goes low ticket clients. Hey, can we cancel? Next month? Payment could actually spread out even further high ticket clients. Hey Lori, I sent you the 5,000. Thanks again. When do we do it again? Yeah. So as we put that emphasis towards, again, duplicating ourselves, even if it's like a 30 minute thing, a one hour thing, something that's not even a high dollar amount, it's going to allow you to reach that bigger audience of people to provide even more value in your marketplace and change that dynamic as to who gets to you.

2 (1h 6m 39s):
Now, you're going to see better results and take that, apply that to every industry.

1 (1h 6m 46s):
This is so amazing. So I've never asked anyone this question before, and I think you'll appreciate this, Jason, if you could have a billboard anywhere and have anything written on it, knowing that millions of people would see it, what would that billboard say?

2 (1h 7m 1s):
Oh, here we go. Let's see,

0 (1h 7m 8s):
You'll edit this part out for time.

1 (1h 7m 10s):
I just had to channel Tim Ferriss for this part. Yeah.

2 (1h 7m 17s):
I actually say no. Yeah. I'll tell you one step away,

0 (1h 7m 25s):

2 (1h 7m 26s):
If we define ourselves by if one of my favorite things is if I'm at a conference, especially in the hypnosis industry, people go, wow, it looks like you're doing a lot these days. And I respond. It's sure it looks that way. Doesn't it Slightly away from strategy with no negativity away from inside of this? I mentioned growing up, the family business was in the home and I learned the lesson pretty early on to go that they were on all the time. It would be the game of weedy dinner at this time, because that was in between appointments. We would do this because that was the schedule that fit inside of that. And again, there's no negativity in bringing this up because instead, and for me to go, if I set, and this is my phrasing of this, if I set the rules of the universe, I don't have to break it.

2 (1h 8m 14s):
So the thinking of this is, you know, Jr token, our token came up with the world of everything. Lord of the rings before writing a J K Rowling came up with the world of Harry Potter before beginning to write TV shows like even breaking bad or the graphic novels that became the TV show, walking dead star Wars. They started with the rules of the universe and then built around that. So I say step away, because as much as we've now spent the last hour or so, kind of, you know, loving on productivity and reaching an audience, we get some of the best insights by leaving it behind moments where I turn the computer off the phone, doesn't forward to my cell phone. When I leave the office, if it was a physical office, the moments where yes, I have received the voicemail on a Sunday morning, three times in a row, I know you're there pick up, which is not how voicemail works anymore.

2 (1h 9m 7s):
And that's the person I'm going to make. Wait until Tuesday afternoon at about four 30 in the afternoon to call back.

0 (1h 9m 13s):
And that's the same person who wants to go,

2 (1h 9m 15s):
Goodness. So this is where to build that time where this is when I do it, I, my calendar is so wonderfully color-coded and the one that says block the ones where I go in and I block off time. So you can't book me. So when I send my calendar to you, you can't trick it out and go, well, if I actually opened up that time, I could do something or no, by blocking that time. And yes, Laurie, that's the one that's purple by blocking off that time, half the audience just smiled by blocking off that time. That's that opportunity to step away. So as much as we can, you know, there's the Michael Gerber line of don't just work in your business, work on your business.

2 (1h 9m 56s):
I also say step away from it, you know, have a life outside of what you do, be involved with your kids' lives. Be involved with your relationships, have interest beyond the one thing that you do. That's going to make you so much better at everything.

0 (1h 10m 11s):
Jason, thank you so much. This has been absolutely brilliant. And I'm very grateful for your time.

2 (1h 10m 17s):
Well thank you for having me. I'm loving what you're doing these days. And again, from hearing your story too, of, I, I, I try not to teach this as a mechanism because it's difficult to say to everybody, Hey, quit your job, do something better, but you did that. And that's one of my favorite things in the world to go, just because you're good at something doesn't mean you have to do it the rest of your life and defined that passion. And here's the exciting part of it. As part of my audience has not really changed, but kind of morphed it's where five years from now, there you'll be with a slightly different, let's say expanded audience the same way as we talked about Tim Ferriss, it was someone on his program. I S I heard say, never compare your beginning to someone else's middle.

2 (1h 10m 58s):
So to kind of chart where we are, we're all in this together. And we all keep growing at it. So congrats on what you've been doing. And can you

0 (1h 11m 5s):
Thank you so much? I'm so grateful. You've listened all the way to the end. What is one tiny action step you'll take now, based on an aha moment you got during the podcast, maybe that life changing action step is to come accept the gift I have for [email protected]. Head there right now to get your powerful, hypnosis audio, the answer room that lets you make important decisions and get crystal clear about your next step forward on this path of purpose in your one. Great and precious life.

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