SFR 275: What Content Goes Where
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You can publish the exact same content on multiple platforms and get completely different reactions from your audience. Why?!
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I really don\'t read that many books!
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I have a different method of learning\\xa0 - that\\u2019s kinda controversial\\u2026 and a few people have gotten a little fussy with me about it.
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Here\\u2019s what went down... (and it\\u2019s kinda funny!)
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A little while ago, I was talking about a book that I had consumed.
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I was like, "Hey, I read this book."
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What I meant was that I\\u2019d listened to the book.
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Then someone reached out and said, "Stephen, did you actually read the book or did you just listen to it?"
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I was like, "Who the freak cares?"
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So I wanted to address that question... because it raises a few interesting points that can seem, at first glance, kinda opposing \\u2026 \\U0001f609
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I want to let you know...
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- The REASON I consume books the way I do.
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- WHY it matters WHERE you share your content
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- The \\u2018A -Word\\u2019 I HATE\\u2026
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- WHAT matters MORE than WHERE you get your content from
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But first, let\\u2019s start with WHY I don\\u2019t read that much...
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HUNTING ANSWERS
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I\'m NOT a slow reader, but it\'s NOT abnormal for me to spend two to three months reading a book.
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...and maybe you\'re like me, but I\'ll read a paragraph and often, I\\u2019ll get distracted by thoughts...
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I\'ll sit back and ask:
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\\xa0"How does this plug into my framework? Does it fit here or there?"
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The question I\'m asking is:
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\\xa0\\u201cIs this TRUTH?\\u201d
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\\u2026 just because it\'s in a book doesn\'t mean that it\'s true, right?
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I\\u2019ll go off on these mental tangents\\u2026 and that can take A LONG TIME...
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...so because of that, sometimes, I just want to absorb the main ideas from a book and so I\\u2019ll just go with the audio version.
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Back in the day, when I first started this game, I read more books cover to cover, but now that I\'ve read enough of them, I focus more on\\u2026
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- Executing
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- My specific questions
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... and that\'s what guides my education.
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I\'m more hunting answers rather than trying to consume and master all the content.
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I want the information faster and I wanna know the key points quicker.
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I can listen to books at 2 x - 3x speed, and be like:
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\\xa0"Oh my gosh, key point. How does it relate to the framework I know causes success? BAM.
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You know what? I thought that was a cool idea, but I actually don\'t think it works. It\'s an attractive idea, but that doesn\'t mean it\'s right.\\u2019
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Okay, let\'s NOT insert that idea into the framework\\u2026\\u201d
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I think A LOT of people, feel weird about the fact that they\'re listening to a book, instead of reading it.
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I\'ve heard many people apologize by saying, "Well, I didn\'t read the book, I just listened to it."
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*THAT\\u2019S STUPID*
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...seriously, who cares?
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\\xa0It doesn\'t matter! I consumed the book, (let\'s call it that).
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STOP GETTING HUNG UP!
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If you\'re like me, and you like listening to books, stop apologizing for that.
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It doesn\'t matter! Who cares, okay?
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Yes, I listen to books. I listen to books far more than I read them.
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I know some people will be like, "Well, you have to read the book to take in the information! "
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But that\\u2019s NOT TRUE
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In my head, it\\u2019s like the movie Beautiful Mind...
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I can close my eyes and see my framework and where it plugs into all the frameworks of my favorite funnels.
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I can see all the follow-up sequences and all the promo sequences.
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\\xa0It\'s drawn out in my mind.
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One of the reasons I use my whiteboard like crazy is \'cause drawing is how I learn.
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Now, let\'s get historical here\\u2026
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CONTENT MARKETING BC
Back 2000 years ago, a lot of the time, Dads were big storytellers, and people would listen to their grandparents and their fathers.
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Q: And how was information passed?
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A: By speech.
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I can guarantee that \\xa0none of the kids were sitting around going, "Dad did you read that in a book ...or did you just hear that from grandpa?"
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\\u2026 you know what I mean?
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Just because the method of passing on knowledge has changed doesn\'t mean that the knowledge is bad.
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Thousands of years ago, orators, (people who got up and spoke) were the teachers...
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There weren\'t many books.
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It\'s NOT like they were over at the printing press - they were handwriting that stuff, man.
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No one was sitting around saying, "I\'m sorry, I don\\u2019t believe you unless it\\u2019s handwritten with a quill on a scroll!\\u201d
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Too many times we get caught up on the whole method of information delivery.
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Don\'t apologize for the medium that you learn from the best.
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HOW I LEARN\\u2026
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I listen to audio...
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I\\u2019d rather download a program and listen to it while I\'m going about my day than sit down.
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Sometimes, I need to pace around.
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However, just to get contradictory here, there is a subconscious power of a platform that you can utilize to boost *COUGH* your \\u2018authority\\u2019...
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\\xa0And that is the second point I wanted to make in this episode.
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BOOSTING YOUR \\u2018A- WORD\\u2019 WITH CONTENT MARKETING
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One of the biggest questions I get asked is, "Stephen, how do you become an authority?"
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I\'m like, "Man, I don\'t freaking know?"
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\\xa0In fact, I was talking to Stacey Martino, an amazing relationship expert, at the Unlock the Secrets Event.
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I was like, \\u201c... sometimes I don\'t know whether to burn my skeletons in the closet \'cause I hate \'em or hug \'em because of what they\\u2019ve made me?\\u201d
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\\xa0I\'m NOT talking about secrets and stuff,\\xa0 it\\u2019s just the past and some level of crazy experiences that we go through the further we get\\u2026
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\\u2026 and not just the entrepreneur path.
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Any path will require you to kinda purge yourself and keep getting better.
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I was telling Stacey...
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\\xa0I never tried to be an authority.
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\\xa0I just did what Russell said, (which was to start publishing), and I accidentally got in a little bit of limelight.
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\\xa0\\u2026 but *that\'s the lesson*
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I could just talk to someone on a street corner and they might be, \\u201cYeah, that\\u2019s interesting, and who are you???\\u2026\\u201d
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BUT...
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A podcast has waaay MORE authority with the same freaking info.
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Think about it!
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Being seen on certain platforms generally increases your status...
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\\xa0People are like:
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- "Wow! You\\u2019ve been on a radio show!"
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- "Wow! You\'ve been on TV!"
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The medium that you consume information from vastly affects how the audience perceives the information. The medium is a pre-frame for the information.
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If I\'m gonna go scroll through Instagram, I treat that information differently.
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Every platform has a different context:
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- Speaking
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- Reading a book versus listening to it
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There\'s a context behind each platform!
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UNLOCK YOUR CONTENT MARKETING STRATEGY
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I started thinking about this subject during the Unlock The Secrets event.
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(A brilliant event by the way)
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It was 3 days, literally, deep-diving into Russell\'s 3 books and teaching (in more depth), how to do what was in the book.
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In fact, a lot of times, when I first started attending Russell\'s Inner Circle meetings, (not as a member\\u2026 this was years ago, when I just was sitting on the side, just kind of listening and observing)...
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I was shocked to find out a significant percentage of the room had NEVER read Russell\'s books, but we\'re in, (at that time) his $25,000 Mastermind, (which went to $50,000).
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I\'ve told that to people in the past, and they were like, "What? That\\u2019s psychos, that\\u2019s crazy!"
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But ask yourself this... \\u201cIs it REALLY crazy?\\u201d
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Obviously, you get waaay more from a mastermind than the book itself...
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However, a lot of times, Russell would be teaching some of the very concepts and principles from the book to his Mastermind.
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It doesn\'t matter if people:
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- Read
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- Listen
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- Learn from a Mastermind, (which comes with far more obviously than the book, obviously)
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The BIG lessons are:
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#1: Who freaking cares if you\'ve been reading or listening to books.
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\\xa0#2: Understand the other side of that coin, and know like, "Oh my gosh, the mediums that I choose to publish on are actually affecting my audience.\\u201d #STATUS
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It\'s funny because people ask, "Stephen, you haven\'t written your book yet?"
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It\\u2019s funny, \\u2018cause I\'m saying the same things that are gonna be in my book in my podcast\\u2026
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There\\u2019ll be more detail, clarity and refinement\\u2026 but basically, it\\u2019ll be the same stuff!
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WHERE YOU DELIVER MATTERS
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What\'s interesting is when you\'re chatting with somebody and they share something they\\u2019ve learned, and you\'re like, \\u201cReally?\\u201d
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And they\'re like, "Yeah, yeah, I read it in this interesting book."
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Q: What do usually happens?
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\\xa0A: It satiates the question.
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You think, "Oh, they\'ve read it in a book, therefore it\'s probably good. Therefore, it\'s likely to be true.\\u201d
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There\'s a HUGE lesson, right there\\u2026
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The method of content delivery does carry authority.
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For example:
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I could give the exact same speech face to face to someone on the street that I gave at Funnel Hacking Live
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...and they\'d be like, "Oh that\'s really interesting."
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But for some reason, put me on a stage with the exact same speech\\u2026
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\\u2026 and there\'s MORE Authority.
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People will trust what I say far more quickly
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There\'s an increased speed of trust and affinity just from just being on a stage.
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If I take that same speech and put in a book, \\u201cWhoa!\\u201d
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For some reason, our brains look at content delivered in a book and go, "Oh my gosh, look at that, this person is an expert... "
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So, I\\u2019ll say it again\\u2026
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The method of the information delivery matters.
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YOUR CONTENT MARKETING PLAN
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Maybe you consume my content on\\u2026
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\\xa0...or wherever, (we put it all over the place).
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However, \\xa0if you watch me, I know that MORE authority comes across in a video than if you\\u2019re listening to me on the podcast.
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... and that\'s okay, we all consume differently.
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But I know that\\u2019s the case\\u2026 and that\'s fascinating!
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It\'s the reason why when you say, \\u201cI listened to a book,\\u201d instead of, \\u201cI read a book,\\u201d people will try to discredit the fact that you read the book.
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\\u201cWell, you didn\'t actually read the book\\u2026!!!\\u201d
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\\xa0What they\'re really saying is, \\u201cI heard it from a higher authority!\\u201d
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...even though it\'s the same freaking information.
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It\\u2019s so funny!
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\\xa0... whether you\'re B2B or B2C; it doesn\'t matter...
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The medium you choose is a pre-frame for how you\\u2019re perceived.
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I know people who are like, "I\'m NOT gonna go on that platform because the context of that platform would not do well for the information I\'m giving!"
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I get it.
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\\u2026 which is why there\'s A LOT that I can\'t or will not share on a podcast.
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People reach out and say, "Stephen you give so much stuff on your podcast. What else can possibly be in your courses?"
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#TonsMore.
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There\'s A LOT more helpful stuff in my courses ...because the context of the platform allows me to do more.
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For example:
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The context of OfferMind allows me to change\\u2026
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- the environment
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- the setting
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- the state of the brain faster.
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Information is just information, but the way you choose to develop your content with the platform you put it on vastly affects how people are gonna perceive and consume it.
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WHAT MATTERS MORE THAN WHERE YOU GET YOUR CONTENT?
\\u2026 dropping gold nuggets here\\xa0 \\U0001f525
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Can you imagine if you treated every one of my podcast episodes like you were sitting in an audience watching me speak?
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You would treat the episode with far more affinity and far more, (I hate using the word), *authority*...
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\\xa0At Unlock The Secrets, I was sitting dead center in very front row, and someone said:
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\\xa0"You\'re taking notes, Stephen?"
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I was like, "Yeah, duh... Russell Brunson\'s speaking!"
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"But you sat next to him..."
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"That doesn\'t mean that I\\u2019ve\' stopped learning from him."
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There\'s a reason why Russell continues to cite Brandon and Kaelin Poulin, Alex Hormozi, and myself as success stories, I try to be his best student, which means\\u2026
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- I treat Russell\'s podcast like he\\u2019s speaking on stage every single time.
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- I treat his podcast like he\\u2019s turning around and requiring me to re-teach it to somebody as soon as he\\u2019s done talking #LearnForTwo.
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One of my tricks is learning for two.
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Learning for two was a theme of this show probably 200 episodes ago.
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HOW NOT WHERE\\u2026
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It\'s the way I treat the things that I learn that\\u2019s sooo powerful...
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Just because I\'m learning from someone face-to-face versus on a stage does NOT mean I should treat it differently!
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\\u2026 but people have a tendency to do justthat.
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*DON\\u2019T*
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YOUR MISSION
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Go find the one, the two, the three people that you wanna keep following who will teach you a skill set that you know you need, (not things you\'re getting distracted with)\\u2026
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\\xa0And anytime time you\\u2019re listening to them speak, act like they\'re on a stage.
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Anytime they speak, act like you paid $100,000 for a one-day consultation.
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I used to charge 35 grand for a day\'s consultation and the waiting list was more than I actually just had time to do, so I don\'t do it anymore.
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It was funny how differently someone treated the exact same information because of the context.
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Let me give you an example:
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When I left ClickFunnels and I wanted to join the Inner Circle, I was like, "Dude, Russell, let me pay full price."
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He was like, "Oh, man you don\'t have to... "
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I said, "No, no, no, no. It\'s because I need to treat the information like I paid money to be in it."
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I also got charged an extra five grand this last year to be in the 2 Comma Club X program on top of my normal Inner Circle fee, which was funny because I\'m one of the coaches.
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I was like, "Ah, dude, you\'re paying your fee.\\u201d
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\\xa0If I don\'t feel a personal investment, if I don\'t allow myself somehow to change state with it, I will NOT treat that information how I need to treat it.
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DO WHAT WORKS
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- Don\'t apologize for the medium that teaches you the best.
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- Understand how the medium you choose does influence those that are starting to follow you or who consume content from your business.
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- The delivery of the information doesn\\u2019t matter, as much as the value you place on it.
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It doesn\\u2019t matter if you read the book or listen to the audio\\u2026
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Who the freak cares????
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What matters is how I treat the information.
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When I listen to books\\u2026
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- I pause them a lot.
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- I take notes on my text messenger
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- Screenshot it
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- Write it down later
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...I have tons of text message screenshots \\U0001f602
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\\xa0The last book I actually physically read was (I think) David Goggin\'s book, \'Can\'t Hurt Me,\' which is so good.
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(Don\'t listen to it if words offend you \\U0001f609)
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When people are like. "Well, Stephen I\'m not publishing yet," I get it.
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\\xa0I didn\'t want to either.
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But one of the reasons why it\'s so powerful to publish is because\\u2026
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\\xa0People will treat the exact same message differently just by you changing the medium that you deliver the message on.
\\u2026 that\\u2019s why we pump out so much content.
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One of\\xa0 the BIGGEST reasons is... ( and I hate saying it) *AUTHORITY*
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The medium you choose is a pre-frame for how you\\u2019re perceived.
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\\u2026 you can shout your message on a street corner, and the chances are that people will think you\\u2019re CRAZY, but increase the staus of WHERE you place your content\\u2026
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...and you also increase the status of your message!
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COMING FULL CIRCLE
Finally, *Some Exciting News*\\u2026
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\\xa0A few days ago, I told Russell:
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"Dude, good news, man. For 2020, we have the very room that the 2026 Funnel Hacking Live was in\\u201d
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Funnel Hacking Live 2016 was my very first Funnel Hacking Live.
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\\xa0It\'s the one where:
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- I hid a bicycle in a bush
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- I Bootstrapped my way there
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- I stayed up all night in a hotel lobby
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- I traded funnels for tickets, hotel nights and plane tickets
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I was like, "Let\'s go full circle."
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It\'ll be September 2020, I don\'t like giant events cause I tend to learn a little bit less and the speakers can\'t go as deep\\u2026
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\\xa0So it will probably be a 1000-person event.
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\\xa0If you didn\'t get a chance to come this last year, we\'d love to have you next year.
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Go to offermind.com,\\xa0 we\'re making it so that you can grab tickets year-round - so you can plan and stuff like that.
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AH, YEAH!
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\\xa0Hey, wish you could geek out with other Real Funnel Builders and even ask questions while I build Funnels Live?
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Ah-oh\\u2026
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*Wish Granted*
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Watch and learn funnel building as I document my process in my funnel strategy group.
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\\xa0It\'s FREE!
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\\xa0Just go to the scienceofselling.online and join NOW.
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