Listen, baby. Ain't no mountain high. Ain't no valley low. Alright. Good afternoon. Welcome. If you are we're gonna give a few minutes for people to join in here, but real quick, my name is Matthew Hodge, executive vice president. I'm joined by Robert Palmer, founder and CEO. We are in LPT headquarters on the new stage. It does say motivational Monday behind us, but that is not what we are doing today. We've got a special guest speaker. I'll let, R. P. Kinda walk us through the curriculum here in a second. But just to if you're joining, you know, for the first time this week, we've had a fantastic week of, training, tons of topics covered, mindset, tools, actionable items that you can do to grow your business, your teams, attract to the brokerage, so so many positive things. And we're excited to continue today with John Chetblak and, his special service to us this week. So I'll kinda turn it over to you to give us some insights to what to expect today. Yeah, guys. The the marathon is off to an amazing start. I've heard so much feedback from agents that are having an amazing experience, you know, taking the listing power pack and showing it to people who are not in the market to buy or sell real estate and firing up those conversations and and getting those connections going and planting those seeds to have an amazing twenty twenty five. As a part of our our since spring marathon, we're bringing in some of the absolute brightest minds in the industry, to pour into our LPT agents as well. And, one of the absolute best of the best of the best is with us today, John Chatblack, someone I've really enjoyed getting to know and spending time with, over the last, you know, probably about a year now since we really kicked LPT into high gear. Absolutely amazing marketer, amazing mindset, amazing motivation. I think the the thing that I I love the most is, like, this this simplicity of you gotta do the work. You know? And that's always how I've how I've gotten out of bed every day and how I've run my businesses and my life. And so I think we have a lot of alignment there, but really excited for his message today. Really excited for everyone here to be a part of this opportunity. So with that, Davie, let's bring in the one and only John Cheplak and get this thing fired up. Awesome. What's up, everyone? How you guys doing? Come on. Let's see. Let's get the chat live. Good to see you, John. We're doing great here in the studio. I know the chat is fired up, and they are ready to receive you, my man. Alright. Let's let it rip. Ladies and gentlemen, you've got a few choices today. Number one, I've heard that before. Cool. Number two, I've heard that before. I need the reminder. If I look at my calendar and look at my numbers, I'm not taking action. Action. Number three, what this guy's sharing is tested. It is proven, and it works, and I'm gonna go out and take massive action. And, you know, here's what I'm gonna do. I'm gonna lay it down. I think the problem with the Internet and the problem with our industry, there's a whole bunch of BS out there. Well, what I'm gonna share with you today has created record breaking first quarters. What I'm sharing with you today has created mortgage companies that are start ups when people folded their tent and went home that are having, like, massive record breaking months. What I'm gonna share with you today is people that have increased their recruiting by three hundred percent yet since the first of the year. What I'm sharing with you today are principles that are universal across all businesses because let me tell you something. If you're not a marketer, you're gonna get cooked. And the second piece is you've gotta understand what marketing is. This is my definition. Other people have different definitions, but I'm coming from in the trenches, driving my own businesses right alongside you. And by the way but you're a coach. Well, last time I checked, if you're a real estate agent or you're recruiting, don't we all wake up every day? We bring a message of value to the marketplace consistently. Someone measures whether we're worth it or not. We present. We continue to nurture, to follow-up, and impact them, and either we sell them something or not. Can I get a yes in the chat if you agree that I do the exact same thing that you do every day? The exact same thing. K? Yeah. Now here's the question. K? You gotta ask yourself, am I a marketer? Well, at the end of this webinar, you're going to be able to decide whether you are a marketer or not. So here's what we'll do. I'm gonna give you guys and these are real people, real names. K? Here's an example right now. These are examples of some people that I work with, and I could list for days and days and do the oh, all the credibility. And and I don't wanna play that game, but there's one person. Her name's Eva Lin. You can look her up. She did a hundred and fifty million in twenty twenty four. No Zillow. No realtor dot com. Turned off her PPC when we tried to turn it on for three days, and she said I'm too busy using the marketing principles I'm gonna share with you. This is a client that I took on in January, probably mid January, large organization. I had to get my arms around the systems and the processes. Okay? How they're doing things, what's working, what's not working. By the way, what I need to eliminate with anyone. Like, the biggest thing that y'all probably need to do is eliminate a whole bunch of shit that has you in overwhelm. Okay? So you're chasing two rabbits and you're catching none. K? So in January, the horse was already in the barn. They recruited thirty agents. How's it looking right now mid April, you guys? I took the names out. K? That's April sixteenth. That's real time. See, I'm not a puffer. I bring what's real. We're at fifty four. We'll probably recruit a hundred people to this organization in April. That's three hundred percent from January. Wonder how their sales are gonna turn out. Let's get into it. Ladies and gentlemen, you gotta wake up every day, and here's where I need you guys to go. You gotta set this foundation right now and say, okay. How many people do I have in my database? If I got five thousand, perfect. You got a five thousand auditorium. Okay? You got five thousand followers on your Facebook, five thousand followers or a thousand, whatever it may be. Okay? Whatever it may be. K? You have a stadium that you get to walk in every single day for three minutes. I call it three minutes. Sometimes it's three seconds. For most of you, it'll only be three seconds because your book isn't strong enough to get to interrupt them, to capture them, and get their attention. I'm gonna share with you how to do that. So every single day like like, back in the olden days when I was in real estate, you know, I had to go to the stadium. I had to get in front of people. Actually, I had to create my own stadium. I had to go door knock, cold call, fizz book, expire. By the way, worked pretty good. By the way, still works. Tell me right now. Throw in the chat. Tell me the person that knocks a hundred doors and makes a hundred dials a day would fail. Oh, but they're not innovative. And that's why simple works. Because you wanna know what most people are doing? They're they're using the excuse that I am an innovator. I am leveraged. I am automated. Let me tell you what you all have done. You've innovated yourself right out of the business. You've leveraged yourself right out of the relationship. What you're doing in your innovation, it's called the work avoidance disease. It's the work avoidance disease. What's this have to do with marketing? Because you're gonna talk about social media. You're gonna talk about email. Nothing sign nothing magical. Oh, because you wanna know what? No one touches an email I send out. No one touches a single social media post that I put out. But you're finding some marketing person to use your words or to make up words. Last time I checked, every choice we make is based on the words we hear and the words we read. Why are you letting some funky do it for you? Why are you? I coach directly with Dean Graziosi. He does pretty good. Tony Robbins' partner, they do pretty good. They put a million people on a Zoom webinar. Guess who does Dean's post every day? What what type of copywriters could he hire? K? You guys. Each and every one of you, I don't care if you're cell phone. I don't have a big database. Fine. Your cell phone's a database. Okay? Your Facebook, whatever it may be, you've gotta wake up every day and realize, I can go and talk to this stadium every single day. Now let's get into a little bit of reality. Good news for me with a couple of my different businesses. First of all, I've got my one this is not I'm not taking on coaching clients at all. Boom. So let's be clear on that. That's not what this is about. But just to give you the backfill. K? We've got about a hundred databases that we are inside that our ISA VAs manage. I get reports every single day. Again, not BS, not something I grabbed at the admin conference or from some article. This is real time. We get to see what's going on along with my sixty one on one clients who are documented the best in the world. Databases upwards of three hundred, five hundred thousand. Okay? Here's what it takes today. Are you up for the game? This is just seven days after a lead comes in, twenty four dials. See. Is this what you're doing? K? Well, what's this have to do with marketing? Stay with me. K? Or how about this one here to get thirteen transactions that did nine months? I don't know. Sixteen hundred conversations, seventeen thousand dials, nine thousand text messages, two thousand emails. K? So here's the first thing you guys need to do. K? You better wake up. We're in a new world. Am I here to scare you? No. I'm here to excite you. You're in the most opportune time in the history of mankind. Because let me tell you what people do when times get tough. They pick up their toys and they go home to mommy. You know what people do when times get tough? They fold their tent and go home. Like, you wanna know the tough market was twenty twenty one was tough. What are you talking about? Because anyone could walk back to the money tree and pick money off the money tree. Now you've gotta freaking plant the seed. You gotta grow the tree. You've gotta fertilize that freaking tree, and people aren't up for the game. What does this have to do with it? This alone won't work, and that's why we've gotta be a marketer. First thing you need to do is you need to stop trying to build a brand and start focusing on building who you are, what you do, and what you stand for. This becomes your brand. You're doing it backwards. You're going to these branding classes, and you're getting this pretty logo, and you want things to look so good and neat. You think how it looks, and you're and, really, you're spitting a lot of bullshit that isn't even your words, and you're not genuine. You're not authentic, and you're getting smoked, and you're gonna continue to get smoked. People pick people. Show up like a person. That's building a brand. You know, here's what I want you to write down. Gosh. Maybe I should try and get stop trying to get paid by being who I'm not. Let Let me say it again. Maybe I should stop trying to get paid by pretending and being who I'm not. Be you, everyone else is taken. It's like everyone in the real estate industry, it's like y'all wanna jump in a barrel of monkeys. Someone's doing something, so let's all do it. You know, here's the deal. It's the entry barrier is is very, very low. It's hard to stand out. K? Here's what you need to do. K? Y'all are attached to your KPIs and your outcomes and your conversions. Like, you got this science project. Y'all spend so much time on your science project. You don't even do the work that you need to do. You could actually I challenge you to do this. I would dismiss and not pay attention to all my KPIs, and why not just pay attention to what activities am I going to do on a daily basis? But here's the message. Write this down. This is marketing. See, we were in a dreams, hopes, and desires marketplace. And and ready? This goes for recruiting. Throw in the chat. Any anyone here who wants to get some marketing who's here that's yeah. I'm in sales, but I wanna recruit. I wanna do a better job recruiting. Throw in the chat. Anyone wanna do some recruiting? One. Okay. Oh, okay. Good. Good. Good. Good. K. Good. Robert was gonna pull you all aside if if if not everyone. He's gonna have a real spiritual conversation with y'all if you guys didn't tell him recruiting was really important to y'all. K? Guess what? You were able to sell dreams, hopes, and desires. We were in a dreams, hopes, and see, you've gotta know your audience, ladies and gentlemen. And by the way, you know, if you can take it as bragging, then then too bad you're sensitive. Last time I checked, I wanna know someone who's doing really, really well that I'm talking to and then model what they're doing so there's backup. I have started up multiple companies in this terrible market. They're all crushing. We haven't spent a dime on marketing. We haven't spent a dime on marketing. You wanna know why? We know our avatar. We know their wants, needs, and desires. Ladies and gentlemen, write this down. We are not in a dreams, hopes, and desires market. We're in a relief market. See, the marketing game is human behavior. You're you're all caught up in the manipulation and the cheesy dialogues. I'm not saying abandon your description, dodge, objection handlers, but, like, listen. You're little robots, and people know you're little robots. And and let's see. Where's my audience at right now? Let's see. My audience is probably paused a little bit. My audience is scared a little bit. My audience gets caught up in the tariffs. My audience gets caught up the economy. My audience gets caught up in the recession. Here's what I'd say to you. Pay a lot of attention to the news. Here's what I'd say to you. Pay a lot of attention to the, the data in MLS. Here's what I'd say to you. Use it to guide your behavior. Because here's what you need to know. Your audience wants relief. I had a client that was recruiting, and they were talking about they're crushing it. Our team agent on our team did thirty sales, forty sales, fifty sales. That's important. You need to show success. But guess what? In a relief marketplace, we flipped the message over to what would one more sale do for you? The guy is blown up. That's what you need to understand with marketing, the subtleties, the nuances, and copywriting. One word, one phrase can screw you. One word, one phrase can open up the floodgates. Now this guy's got five and six and seven interviews scheduled a day because what would one more sale do for you? You guys, we are in a relief market. Stop waking up. People want relief. So do you. Many of you do. I'm not dumb. I know the numbers in our business. I don't care if I'm what company or what group I'm with. There's pain. There's blood in the water, and I love it. You wanna know why? Because people are picking up their toys and going home. People are folding their tent going home. You have no competition. You guys like, this is the most opportune time. See, last time I checked, you get paid to solve problems. And the more problems there are out there and the bigger the problems are out there, the more money you can make. That's a simple math equation. Here's what I need you to do, though. You're waking up while you're running the cheese out of okay? What we're doing is we're truly nurturing. Let me give you the definition of nurture. Care for, encourage, support. Wake up every day with a mission to impact the lives of those in your database and across social media. You'll never have to sell again. You will outsell everyone. What I want you to really think about is I want you to think about what you give someone after they join you. If it's a recruit, I want you to think about the juicy stuff you give to a buyer or seller. They need to give it to them now. You need to give it to them before well, I can't do that. Oh my god. I give away my secrets. You're a joke. Your secrets. Good one. Good one. Throw in the chat how many of you ever gone to a seminar for two let's do a be honest. K? Let's do a be honest. How many of you ever gone to a seminar or a mastermind for two days? Oh my god. I'm gonna do everything, and I got the secrets, and you didn't do shit. Go for it. Throw it in there. Throw in the chat. Everyone. Everyone. Stop fighting human nature. But then guess what happens? See, do you know that if you study the coaching industry, I never had salespeople, my coaching company, and I don't say disrespectful to other models. No salespeople, nothing. K? Because I'm a marketer. I don't have to. See, marketers write this. Marketers are magnetic. You know what happens with marketers? People ask you what to do next. People ask you, so so you come. You get the drug. They follow-up the caller. So did you do all the things? No. I'm not. You probably need a coach, don't you? No. No. No. No. No. Then they fall two weeks. So did you do all those cool things? I didn't. You probably need a coach. And you hire them. What are they doing? They're giving you the juiciest stuff. I mean, if you look at many of the coaching models, they're a great modeling for you in what you need to do in your recruiting game. They're a great modeling for you, okay, in what you need to do with the consumer. Give your juiciest stuff away that helps people. K? So here's your foundation. This is just really, really simple. I've read this before. Great. Tell me what your mission statement is. I'm gonna take you through these, and I'll just share. You know? Here's what I know too. Not everyone likes me. And, man, if I'd lived my life trying to get everyone to like me, my goodness. How boring would I be, and I'd probably be broke. Know that. K? But you know what? People get into, well, I already know this. Great. Tell me yours. See, you've gotta be clear. What's your mission? What are your values? What are your principles? I'm gonna help you real quickly and go through it. Because guess what? You think you got multiple decisions you need to make every day? I don't. I got one decision. Am I gonna live by my mission? Am I gonna operate by my mission, by my values, and my principles' mission? K? Serve leaving it's what I do that serves the greater good. What do you do that serves the greater good? You get clear on this. See, many of you are trying to build a house. You're putting up a wall and a roof with no foundation. Certainly inspire people who wanna have positive life experience as a result of real estate business. What's this have to do with marketing? Everything. Because my message matches my mission. And anyone that knows me on social media knows, period, I give away more free stuff than anyone in the real estate industry. I think we've done twenty five free Zooms that are better than what people pay someone else to get, period. Number two, values. So so mission, certainly inspire people, wanna have positive life experience as a result of the real estate industry. Is your mission that clear? Values. K? The experience I create for people and experience they have of me. Dignity, respect, humility, vulnerability, transparency, contribute excuse me, volunteerism. Where are your values? See, guess what? Every day when I wake up, that's all I'm thinking. It's in my blood. Principles. Principles are law. Personal responsibility, accountability, commitment, and contribution. K? You gotta have a foundation. Otherwise, you're out there. You're free will in it. You see something cool. You copy it. See, here's the thing. You can't copy what I do and get the same result. And, yes, that's why I open up my funnels. I show everything. I show everything I do. Everything. Because you wanna know what? You haven't put the deposits in the bank account over time where the you get that attention. That's the critical piece. Here are some simple rules you need to remember. Three bedrooms, two bath. Why do you guys talk about three bedrooms, two bath when the heart chooses and the mind justifies? Stop leading with logic. You're going to make a bajillion dollars in your downline. You're a tool. You're an absolute tool. You're fighting human nature. K? Tell me one thing that hasn't happened in your personal life. That if twelve months from today, we were sitting down and having a conversation, you just looked at me and said, John, I was able to do this for my family, k, because of the work that we've done to build my business, build a downline. Number two, fifty percent of mark this is where y'all get in trouble. Fifty percent of marketing works. The problem is you don't know which fifty percent until after you launched it, and y'all need to go hop in a in a bucket of boiling water right now because that's what they do with chickens. K? I've butchered chickens before. And then pluck your feathers because you're all a bunch of chickens. You gotta stop being a chicken. Are you going to let your vision, your dreams, your hopes and desires hinge on the opinions of a bunch of people that sit in their basement, in their underwear, their mom's basement, in their underwear on their keyboard because that's really what you're doing. K? That is really what you're doing. The ninety five five marketing rule. We're gonna go into that. Here's what I want you to really understand. This goes back to my messaging. So you're on the conversion, conversion, conversion. Only ninety only five percent of your and write these two words down. This is where you're getting killed. K? Only only five percent of your audience right now is in the consideration phase. K? That means a conversation about joining your company, a conversation about buying or selling is relevant. Ninety five percent of your people are in the indifferent phase. So here's what's happening, but you've got one message. And guess what you're doing? You're saying the right things to the wrong people and the wrong things to the right people. Your messaging is everything. Here's what you have. Write these things down so you reference back to them. You have a message to market mismatch. You have a message to market mismatch. There's two different messages. The lines between business and personal are blurred. I'm not gonna share. I'm private. Listen. I'm the most private guy in the world. Actually, my one car I was looking at, I've had for four years, it just hit thirteen thousand miles. Let's get more mileage now because we have a farm that's fifty minutes away. I leave here and go to the gym, and I sit here and work. I don't do social events, anything. I am very, very private. Here's the challenge, okay, of the world that we live in, right, is is that people have an expectation. You guys think people Google you, or do they dude, let me ask you this. Let's see how real and safe I can make this environment feel. Type me if you're a Facebook stalker. Come on. Come on. Every single one of you. Good. Perfect. But but your recruits aren't, are they? But the people in your database aren't, are they? So tonight, you're gonna go home, and you're gonna do a thirty day Facebook audit. I came here to hear about Facebook. Last time I checked, I've I've launched three multi seven figure income businesses documented in a bad market in real estate on Facebook, Instagram, and email without spending a dime, because I know where your eyeballs are. And guess what? It's where everyone's eyeballs are. So here's what you've gotta do. You've got to share. You know what people do when they look at your Facebook? And they don't see they go, they they they question you. They really, really do. So I just want you guys to do that. Do a thirty day Facebook audit, and I want you to think about, what's a recruit think about me when they look at this? K? What does, what does a buyer or seller do? Because a buyer and seller, okay, is going to look and see what you're all about. Everyone wants to buy, and no one wants to be sold. Why do you keep selling and selling and selling? You know, I use a phrase and I don't know. I don't sugarcoat much. I mean, I don't know. Do you guys like being vomited on? Because that's what it feels like when someone oversells you. Like, really. I mean, it it's so bad. It's like, hi. Nice to meet you. Let's get married and have four kids tomorrow. Like, hello. Relax a little bit. K? Everyone wants to buy. No one wants to be sold. And that's why you've gotta make massive deposits in the business relationship equity account. No one is telling you no. What they're telling you is that the business relationship equity account is overdrawn. You have not demonstrated enough value with me for me to trust you to get to know you and actually like you. Oh, that's right. Know, like, trust. I knew that. Oh, good. You knew it. Right? And you're demonstrating it every day? Like like, listen. Like, you know the answers. They haven't changed. But do your actions daily basis on what you say you wanna do map to that? That's the question. Here's a kicker, and I'm gonna share it with you. Like like, this page alone, if you'll follow this page alone, you're gonna win. The best marketing or ad doesn't feel or look like an ad. The best marketing or ad doesn't look like or feel like an ad. I'm gonna share with you the seven to one rule. And and, again, I I use this. I am a product of people much smarter than me. I share publicly with people. This year alone, I'll spend over three hundred thousand dollars on coaching personally for me. I will invest with the best in the world, with Dean Graziosi, with Tony Robbins. Okay? And so I get to see what they do behind the scenes. I get to see what they do in an email launch to get a million people on a webinar. Okay? Seven to one rule. You must make people you you know, the Gary v thing. I'm not making fun of it. Three to one or, you know, jab, hook, punch, whatever the hell that was. Okay? No. It's seven to one. It's seven to one. Let me teach you a little something before you can sell people and write this down, and then I want you to analyze how you approach buyers, sellers, and recruits. Okay? The number one thing you have to do before you sell anything is lower their guard. Who's taught you that one? Well, that's right. No one in our industry. Lower their guard. They teach you a cheesy script or dialogue. It sounds so manipulative. It's like pitching a softball to a freaking home run hitter. Right? They're gonna knock you out of the park. Lower their guard. You've gotta make deposits. Let's jump into the ninety five five rule. See, most people look at this and they say my greatest opportunity see, this is where you're screwing up. This is where because that's the nice thing. I get to work with the number ones in the world across multiple franchises and the number twos and the number threes and the number fives and the people closing. My one client, I think, did four hundred and eighty million last month, okay, in a team model that's in multiple marketplaces. K? Gosh. Why are they getting so much of the business and and and for different reasons? You know why? Because they're obsessed over here. They're grabbing ninety five percent of the people before you even get to talk to them. They're marketing to the ninety five percent. You want them now. So you know where you're playing? This is kind of the red I should do this red and blue, really. I'm gonna change it up. I've I've done I've shared this for years and years and years and years and years. I need to make the five percent red. That's the red ocean. There's blood in the water. They wanna look right now. They wanna buy right now, and you think that's where your business growth opportunity is, and you're wrong. Your business growth opportunity is your branding and your marketing and your educating and your informing with the ninety five percent, so they never even go into here. They'll never visit there. They'll go right to you. The most critical thing that I want you to look at is this, is how can seventy five to eighty percent of my messaging that I put out there not be about real estate and have it be consistently and let it be engaging. I'm gonna give you examples, but I want you to think about that. You guys, you're not talking to buyers and sellers. K? You're not talking to Martians. You're talking to human beings. You're talking to human beings, and you just gotta get your message right. So what makes for good marketing? Educates, informs, and inspires. Number two, consistency. Number three, repeats itself over and over and over. Well, that was easy. I knew that, John. Really? Good. Show me show me your email campaigns. You're demonstrating it? Of course, you aren't. That's right. You've got an automated thing that you don't even know what it says, and it's been in there for four or five years. You don't even know what your open rates are. You don't know the subject lines that are connecting so you can hone in when you see that your open rates are super, super high on a certain messaging. You abandon all the other messaging, then you go all in on your Instagram, Facebook, and your emails in the future based on what connects with your audience. That was complicated. But nope. Nope. Nope. We wanna make it more complicated. K? What do I market, and what do I say? Well, the most important thing you need to know is who is your target avatar customer. K? Who is your avatar? Who is your ideal customer? Who are they? Like, you need to know as much as you possibly can. Take some time and reflect back on your last twenty sales, your last fifty sales, your last hundred sales, then take a look back and and and and reflect on your recruits that came over. Look for some patterns. What did they need? You know what you do? I'm gonna go get another one. I'm gonna go use my sales skills. See, you guys, you got it all wrong, man. Your future's in your past. Your future is in your past. And so take a look at what has gotten in gotten results. What is the behavior? What worked well for me? What didn't work well? I'm gonna abandon what didn't work, and I'm gonna choose what did work. I mean, it's really super easy, and we try and complicate it. K? What keeps them up at night? You guys, right now, man, recruiting you know, I bragged about, okay, I came home with that client who was doing thirty recruits in January, and well, they'll do a hundred this month. We do a call each week with their old staff. I can't take the credit. I mean, I gotta be honest. It's a recruiting frenzy right now. It's so easy. So easy. Because real estate agents on the recruiting side are up at night wondering where the hell the next sale is gonna be. And if you can be that lighthouse that constantly educates and informs multiple times a day. I'm probably behind. I think I've only posted four times today. I gotta get seven, and I'm not joking. K? See, what's keeping people up at night is they need relief. And the and the exciting thing right now and I don't wish this on you know, I'm just telling you. Many leaders don't have the emotional maturity in a market. Let see, here's the gig, is many of you that are in the industry, you ain't seen a market like we're in and like we're gonna see. And and the challenge is many leaders haven't seen the market we're in, and we're gonna see. Now here's gonna here's who's well, John, I've been in three years. I'll do fine. Yeah? Okay. Good. You know? If you'll ramp up the activities and do the right things consistently. Okay? Because you can't go in the backyard to the money tree and pick money off the tree. Here's what I would say to you is if you have some concern and you're struggling right now, that's easy. You haven't been in the market? That's easy. You need to go back. Here's what I want you to do. I want you to go back and look in your personal life. Okay? I want you to go back and look at something you've overcome that is unbelievable. Because here's what I know about amazing people. K? And you hear the stories all the time. They're not there because they're smart. They're not there because they got some secret. They're there because they've overcome something. That's all you do every day. You just gotta overcome. It's that easy. Okay? Know what keeps your people up at night and serve them the solution. Don't promise them you'll give them the solution. Give it to them now. Give it to them now. K? And what do I say? Well, what you do is a couple things. I'm gonna help you with some specific words. You echo back the words they're using, and I'm gonna give you a formula on how to find out what those are. And it's why I'm able to, year after year after year, spend zero on marketing and generate multiple millions of dollars in income. Anyone here wanna generate multiple millions of dollars of income? You know, I talk about money a lot. A, because I got the receipts, and b, because I think there's a lot of bullshit in our industry where people don't talk about money yet. Money's the problem. That's the funny thing, isn't it? K? What do I say? I'm gonna help you with what to say. You solve people's problems, and you do it with their words. K? Where should I market? I'm gonna give you guys a you know, here's the funny thing. You know that nineteen ninety nine or ten dollar, social media class at your board of Board of Realtors that he didn't go to because it sucks. It's the best class ever created. Facebook, Instagram, freaking email. Facebook, Instagram, email. I put three hundred and fifty people in a room for an event that fly all over the place. It still amazes me. I say it with humility, and I know people put thousands in, and I have great respect for them. I I I do. I don't spend a dime Facebook, Instagram, email. Well, that's different. No. It's not. They're human beings. They're human beings. What I do on a daily basis is I give value. I got the message right. I know what their wants and needs are, so I satisfy their wants and needs as much as I possibly can across those three channels. Listen. Simplify it. If but I'm on YouTube. Great. If you're YouTube and you're crushing, you see a lot of you people, but I do this and I do this. What about this? And you ain't doing shit. You need to just pick three channels, man. Just like in the old days when we were we were programmed ABC, NBC, CBS. That's how I looked at it when I when I came into this thing. And you know what I didn't do? I never got distracted. I never got distracted. Your biggest problem is distraction. K? So, a, keep it simple. You can crush it there. If you crush your email, you post on Instagram, and you post on Facebook, and you're educational, you're informational, you wake up and think I've got this stadium of people's lives I can impact you guys. I wake up with anxiety every day. It's not about making money. I make plenty. How can I impact people today? How can I move people today? Not are they gonna come to this event or that event. Hey. I I was with someone who I respect so much in the industry. We did an event years ago. Seven hundred people were in the room seven fifty, and he said, how many are we gonna convert? Just three day event. I said, as many as we're supposed to. What we've gotta focus on is what we deliver. And so what's gonna happen is if we deliver over these three days the way we're supposed to, we're gonna make exactly what we need to. Yeah. But you need KPIs, and you need this, and you do that. You don't need KPIs because you don't do enough of the activity, and you don't do it right. So who cares? You're shooting past the target. Now let me really rock your world. K? That's my database. That's my email. Again, I show real because I am real. And a lot of people don't like real. They like the fluff. And you know what? They're gonna get fluffed right out of the bin business. K? See, at three ten AM, I sent an email to my database. At seven forty nine AM, I sent another one. At ten o four AM, I sent another one. At twelve thirty PM, woah. Look at those open rates. And you can't even get twenty percent or thirty percent on one. Most of you average sending one email a month. Let me tell you a little story about an organization I work with. I'm not cheap. I'm two thousand for twenty minutes. It's on my website, and they've got a coach with me every single week. We spent sixteen weeks, thirty two thousand dollars. My math would say to me a total of five hours for thirty two thousand. If I'm off there, mathematicians, please correct me. You know what we talked about? How many calls took place? Woah. I do conversations. Okay. Like, y'all wanna argue about stupid stuff. K? Great. Talk about conversations all the time. Why do appointments? Great. Perfect. K? I'm here to argue. Pick something. All we did is looked at lifting the calls. At sixteen weeks, we've lifted it. Can we maintain it? We have a we have a habit. Within six weeks, I had the leaders write an email for the agents and present it in the sales meeting. While y'all are out there figuring out rocket science, we're doing stuff that doesn't work. You know, email doesn't work. Yeah. They wrote an email handwritten, five or six sentences, gave it to the agents to send. So they invested thirty two see see, like and and the other thing too, if you guys if if if you have a coach right now, stop asking your coach what else, what else, what else when you're not doing what you need to be doing. Go back to your coach and apologize to him because you're probably not executing on the things they tell you to do. Now if you have a coach that is every week, they think they need to give you something new, you need to hone them back in. I'm not saying leave your coach. Like, work through the relationship. It needs to be two ways. Right? There's great coaches out there. I encourage you to stick with you, period. But, like like, you guys like, I'm not an entertainer. Not I'm boring. I say the same thing over and over again. Looks like it works, doesn't it? For six weeks, we did that after sixteen weeks of focusing on the calls. Twenty two times two, that's forty four thousand dollars they invested. Guess what happened by week six? Their appointments went up forty percent. How come? Because you warmed up the audience, because you made deposits with the audience, and so they picked up the phone more often. And when they picked up the phone, the audience was warm. Because email is your business ATM machine if you get it right. And maybe you should try sending four a month. I think you'll be okay because on Valentine's Day, Valentine's Day, I sent four. Let me give you your mini master class on email. K? Your number one objective, get it delivered. Stop sending HTML. Stop sending big files with photos in them. If you're on my email list, you will see I do weave some photos in here and there. What happens is the email service providers see these mass emails come in with a file. It takes up server space. Your service provider tells you they're delivering them. Of course, they're gonna tell you that. They ain't delivering them, man. They ain't delivering them. Your delivery rate's gonna be done. You guys, we're crushing right now with straight text in the email. In other words, just writing. K? Stop sending heavy files. Number two, get it opened. Your subject line is everything. You need to have I guarantee that ninety nine point nine percent of you don't have it. K? You need to have a spreadsheet of every email you send, the date it was sent, the subject line, and the open rate. And then after you send ten, oh my god. I see what works. I'm gonna abandon what the like, this is so easy. I'm gonna stop saying shit that doesn't work and send more of what works. Holy smokes. Oh, and guess what? That just guided me on what I should post on social. I should stop posting on social what my audience in my email my database doesn't open and post what they do open. What a concept. It's gotta be a hook. Let me give you your three options of your subject line. You ask a question that's answered in the email that is relevant to your audience. You make a bold statement to, in the subject line that is relevancy, curiosity, urgency, or number three. And any of you on my email list have seen this. I love the incomplete sentence. I love the incomplete sentence. Are there any people that are on my email list that have seen me pull that stuff? Anyone? Maybe, maybe not. I hope not because I always like getting in front of more people. I mean, it's always just fun to good. Maybe there's a bunch of you not on my email list. Okay. Yeah. You guys have seen it. I use the incomplete sentence all the time. And you chop it right in the middle and you leave an ellipsis dot dot dot. It tells the unconscious brain there's more. See, this is a psychological game. K? So I got it opened. Now I need to get it read. Lose your greeting as your first line. Lose it. It's gone. It's over. It's history. Pull out your cell phone right now. I want you to look at your email app. You got three lines of real estate to grab someone's attention. Stop wasting it with dear Sally and Susie. I want you to do one of two things in your first sentence. It is either a continuation of the incomplete sentence. Now let me help you on the continuation. That first line starts with dot dot dot lowercase, the continuation of the sentence. That's the incomplete sentence. Now if you've asked a question or you've made a bold statement, your first sentence is going to be your subhead. I want you to think about your subject line of your email. I want you to think of your your, posts on social meeting media and go to so we don't pick sides and people get excited, go to Fox. You need to go study, the fox news dot com and c n n dot com. And I want you to study their headline and subhead. Headline, subhead. Don't care about the subject. They're trying to hook your ass. They want you to read. They need you to stay there. They need you glued there. They do it perfectly. Look at newspapers. Grab those crappy magazines. Some of the highest paid people on the planet are the people that write the headlines on those crap magazines. It's not about what they're saying. I want you to see that they are hooking people. Okay? And so your first sentence is a subhead. K? Now you need to get it read. Right? You got it open. You get it read. K? Now how do I pull them down? Right? Watch this. I need to pull them downhill. I need to pull them downhill. And, really, what you wanna do, I'll get to the framework of I'll talk about the framework here in a minute. You wanna tell a story. Here's the other big rule on your social media posts and your emails. No more than four sentences per paragraph. Keep it at three typically. There's some people that argue one line. I don't agree with them. Three to four lines, paragraph break. White space pulls the eyes in. If I stack all these words together, what's gonna happen is the unconscious brain is gonna say, that's heavy. I'm not reading. See, here's what I'm trying to do. Every time you read my content, it's a micro commitment that's bringing you closer to me. I'm seeding the next step. I need you to consume my content, consume my content, consume my content, consume my content so you get right here and go, oh, I guess the next thing I need to do is hire you. And so we've gotta make sure they read downhill. K? Double space it three to four sentences. When should I send it? Right now, if you're not sending once a week, you need to send it Monday morning, six AM. Set it up on Monday morning. Let me give you some coaching on how to expand on that. If you're all are already and this this will cover both of you. Okay? Both of you that that are oh my god. I'm not sending let let me do this. If you're not sending once a week, go once a week. If you're above thirty percent, I want you to do that for two weeks. Week three and you hold that thirty percent. Week three, you're sending Monday, Thursday, six AM. K? As long as you don't drop below twenty five percentage, if you're doing the Monday, Thursday, you're good. You're hitting them twice as much. I'm dropping five percent, but hitting them twice. Those numbers were good for me. People are consuming more content. If it drops dramatically, then we've gotta back up a little bit, And I don't have I mean, that's a whole other course on its own. Okay? So listen. If you're getting absolutely whacked on your email, I'm gonna tell you a little story about a gentleman, beginning of the year last year. He was getting an eight percent email open rate with a massive email list. Here's what you do. K? What you do is you send out your next email from this group. You get nine percent. You grab the opens, and now you segment them into an open list. You tag the open list. Next week, you're gonna send the same email twice. You're gonna send it to that list that doesn't have good open rates. You're gonna send it to the list with good open rates. Your open rates are gonna be sky high. K? You're gonna then extract the second week you do it. You're gonna extract the opens from the second week, and you're gonna pull them over into this. Now you're growing your open list. I moved him up to sixty percent email open rates in about five months. He changed nothing else in his business, and his business doubled just from that. K? Let's keep moving, and here's the simple copy framework. Book, story, close. Book, the subject line, story. Write this down. Information's forgettable. Information with a story is unforgettable. Information is forgettable. Information plus a story is unforgettable. You're close. Stop with your big sub well, I'm gonna sneak in a little link or this or that. Just put your name, man. Put your name, who you're with. That's it. This these big old signature line oh, it's cheese. It's like, isn't email a form of marketing and advertising? It is. Oh, yeah. It is. The best marketing advertising doesn't look like an ad. So the more if you look at my emails, you guys see my signature. It does say John Chupluck, number one coach, works with CEOs. He's so cool. No. My subject line says John Cheplak. And you obviously saw I'm absolutely crushing it in email, and my clients that follows absolutely crush it big time. K? You would have paid eight hundred dollars for this, Paul. Actually, if I look at my time, it should be six thousand. Just playing. Thank you for the feedback. Hook story closed. Close. Hope you found this really valuable. Stay tuned for my next thing on the thing. Right? Now on a call to action, sure. You're gonna let me help you on a call to action, k, real quick. So so you're making deposit deposit. You're feeling good. Your audience is warm. K? What I want you to do then is this. You've gotta get that link in the first three sentences. K? You gotta have a link at the very end. You gotta have a link in the middle. We've heat mapped millions of emails. Here's how an email is read. Top, bottom, middle. Oh, this is cool. What the hell is this guy talking about? I wanna see more. So when you do your links, bake your links in three different spots. K? Here's some gold for you. Give you guys some tools. Go buy these books right now. Read them over and over and over and over again. These are the goal. These will create mastery. One thing that I've done, if I would look at the the dollars that I've spent in in well over seven figures in in the coaching that I receive and continue to receive, it's, copywriting, everything. Why wouldn't I? Every choice we make is based on the words we read and the words we hear. I'll tell you a funny story. I coach other coaching companies, three of them, Give them all my secrets, all my files, everything, all my models. Tell them what I'm gonna do, and they should do it too, by the way. That was just a lesson on abundance for you. K? Did y'all think you got secrets? That's what's killing many of you. I just know. I watch it. K? Not you. Just general in life. Give it all away. Give it away. And I spoke three times for him at this event last weekend. One was at a VIP luncheon, so they got to just drill me. K? Q and a. And and she attacked, I'm on your email list, and I have to read your emails with a red pen. I said, oh, you do? Because my grammar and my punctuation sucks? Yes. I said, but notice what you said every time. Obviously, she's reading all my emails. My grammar sucks. My punctuation's horrible. I'm winning. Done is better than perfect. Done is better than perfect. K? Give you a little secret weapon. Y'all are trying to use too many college words before noon to sound impressive, and you look like a tool. Right? Agura Financial did a case study, financial services company online. There's not a financial services. So think about their demographic. K? Think about their demographic. Sarah was sitting beside her when it happened. Yep. I love it. Cool. You were there. K. Their demographic is people with wealth. There's not a single email allowed to go out unless it is below third grade level. You're talking over your audience. You're trying to sound smart. You look stupid. You do. This is called the Hemingway app. It is not an app. It's online. Go to Hemingway app dot com. I want you to copy and paste your emails into this until you get the hang. I don't have to anymore because, like, I have the at bats. And I want you to see. It's gonna let you go no. How many of your sentences are hard to read? How many are, where there's grammar, all that stuff? I don't pay attention there. Screw that. Obviously, on purpose. I don't want you to ride in second and third grade level. Hemingway app dot com. I just gave you nails. And here's a secret weapon. Here's how I've been able to hone in on my audience. Don't post it on social. It doesn't work there. You've got to send the message. When it comes to buying or selling real estate, what's your single most greatest challenge or frustration or fear? Please be as specific as possible. Send it to your audience in a survey monkey or something like that. Gather up all of the, responses, put them in a word cloud, and then find the eight to ten words that stand out the most, and always use those in your copy. When it comes to changing real estate companies, what's your single most challenge, frustration, or fear? Please be as specific as possible. When it comes to choosing a leader, what you're seeing the most greatest challenge, frustration, or fear? Please be as specific as possible. You wanna leave a massive section for them to fill out because the greater the section, the more the unconscious mind says they'll write more and you wanna get as much content. Now here's the giveaway. This is based on neuroscience. The people who give you the most information are the freaking hottest leads on the planet. Proven time and again. That's how we do what we do without spending a dime. I know the words you use. I know what's important to you, and I know who's a hot lead. I know. It's super, super simple. We're complicating it. K? Now let me give you the example. K? So, tell me this. In which order? Let's call the one on the left number one, the one in the middle number two, and on the right side, k, number three. And I want you to type in order two one three three two one. In what order did these perform the best? From best to worst, please type in. Now see, Bill, you didn't follow directions. Three one two three two one. K? Three two one. Boom. Who's I'll stop right there. One two three. Which one looks most like an ad? See? You already weren't paying attention. You already weren't paying attention. Which one looks most like an ad? Number three. Every damn time. Every time. This crappy green print, a screenshot? What? Smoked everything. Smoked it. All three were posted on my social, so it wasn't from different people's social media. This was number two. No branding. Number three, bombed. And she's awesome. Jessica crushes it, and that's a really big deal. K? I'm giving you it's got an opt in. You don't buy anything. There's no conversion. It's probably one of the most powerful trainings I've ever done. It's about three years old. There's some tweaks in there that I should upgrade to it. This is my freebie giveaway outside today. Email that converts replay dot com. Go there. Watch this. Study it. It takes you into copy. It takes you into the kind of information you need to put out there, and it will help you. So, with that said, I'm gonna stop my share. And, I don't know if Robert does q and a or not, whatever, but, I left two minutes in case anyone wants to throw something in the chat or what have you. Oh, there's a q and a right there. I joined late. Apologies. Was this recorded? I don't know. I'm just the hired help. Thank you. This is amazing. Thank you. Good. Good. Good. Good. Y'all need to y'all need to stop spending so much money on crap until you get your message right. That's the point I want you guys to get. K? That's that's the point. Good. Good. Thank you. Really cool. Cool. Cool. Cool. Thank you. Thank you. Thank you. Good. Alright. Awesome. Well, I don't see anyone else coming back on, so maybe I'm just officially closing it out myself here. So, mastermind member here. Oh, good. Mastermind dot com. Cool. Good. Yeah. Yeah. Yeah. Yeah. Good. Yep. Any questions? Let me look for if there's any question. Oh, good. Someone put the yes. Email that converts replay dot com. Mhmm. That's the one. Any other question? Email that converts it's not an email. It's a URL. Email that converts replay dot com. Three second one, seven will cover on the site. Three second rules. You've got you've got three seconds. I mean, it's I don't even know it's covered there. So you've got three seconds to get someone's attention or you lose them. The seven to one rule is you've gotta make seven deposits of value to someone before, you can ask for something. Any other questions? Thank you for the amazing content. Sub two. Mash my member here. Oh, cool. Good. Yeah. Pace is in my, Zenith Mastermind. Not mine. Pace and I are both in a twenty three person Zenith Mastermind with Dean Grazios and Tony Robbins. So he's a pal of mine. Let's see. You're too big guys to blow through this marketplace. So that's it. Alright. I appreciate y'all. Thank you.