1 00:00:00,360 --> 00:00:04,680 Speaker 1: Everywhere where I crunched the numbers that twenty percent of 2 00:00:04,680 --> 00:00:08,920 Speaker 1: what I was doing was producing eighty percent of the action. Well, 3 00:00:09,080 --> 00:00:13,119 Speaker 1: the big epiphany that I had was that there was 4 00:00:13,160 --> 00:00:18,400 Speaker 1: an eighty twenty inside every eighty twenty, so that twenty 5 00:00:18,440 --> 00:00:20,639 Speaker 1: percent of the people have eighty percent of wealth. But 6 00:00:20,680 --> 00:00:23,880 Speaker 1: guess what, twenty percent of the twenty percent have eighty 7 00:00:23,920 --> 00:00:28,440 Speaker 1: percent of the eighty percent. And that's once again, it's 8 00:00:28,480 --> 00:00:32,080 Speaker 1: true of the grocery store aisles, or the support tickets, 9 00:00:32,320 --> 00:00:37,600 Speaker 1: or the complaints or the product defects. And so my 10 00:00:37,760 --> 00:00:40,320 Speaker 1: brain set on fire. I'm like, oh my word, there's 11 00:00:40,400 --> 00:00:46,239 Speaker 1: all these levers in my life, in my business that 12 00:00:46,320 --> 00:00:54,000 Speaker 1: I never noticed before, and I can start pulling them. 13 00:00:54,200 --> 00:00:56,680 Speaker 2: Welcome to How I Work, a show about the tactics 14 00:00:56,800 --> 00:00:59,160 Speaker 2: used by the world's most successful people to get so 15 00:00:59,320 --> 00:01:02,960 Speaker 2: much out of the day. I'm your host, doctor Amantha Imba. 16 00:01:03,240 --> 00:01:08,080 Speaker 2: I'm an organizational psychologist, the founder of behavioral science consultancy Inventium, 17 00:01:08,160 --> 00:01:11,360 Speaker 2: and I'm obsessed with finding ways to optimize my work. 18 00:01:11,440 --> 00:01:11,640 Speaker 1: Date. 19 00:01:12,160 --> 00:01:14,720 Speaker 2: Before we get into today's show, I just wanted to 20 00:01:14,760 --> 00:01:17,959 Speaker 2: say a big thank you to the many listeners that 21 00:01:18,040 --> 00:01:22,360 Speaker 2: have been writing to me with listener questions. I'm going 22 00:01:22,440 --> 00:01:28,319 Speaker 2: to be digging into those throughout summer and you can 23 00:01:28,520 --> 00:01:31,759 Speaker 2: look forward to hearing the answers to some of those 24 00:01:31,880 --> 00:01:35,559 Speaker 2: in twenty twenty one. And also a big shout out 25 00:01:35,600 --> 00:01:38,560 Speaker 2: to the people that have been leaving reviews for how 26 00:01:38,600 --> 00:01:42,360 Speaker 2: I work. I read every single one and I'm deeply 27 00:01:42,440 --> 00:01:45,959 Speaker 2: appreciative of everyone that does take the time to pen 28 00:01:46,040 --> 00:01:49,840 Speaker 2: a few words, So thank you so much. Now on 29 00:01:50,080 --> 00:01:55,040 Speaker 2: to today's guest, who is Perry Marshall. Perry is one 30 00:01:55,080 --> 00:01:59,840 Speaker 2: of the most expensive business strategists in the world. NASA's 31 00:02:00,120 --> 00:02:03,440 Speaker 2: Jet Propulsion Labs use his eighty twenty curve as a 32 00:02:03,480 --> 00:02:04,600 Speaker 2: productivity tool. 33 00:02:05,080 --> 00:02:08,440 Speaker 3: That's pretty cool, I think being used by NASA. 34 00:02:08,560 --> 00:02:12,480 Speaker 2: His reinvention of the pereto principle is published in Harvard 35 00:02:12,480 --> 00:02:15,440 Speaker 2: Business Review, and he also founded the ten million dollar 36 00:02:15,480 --> 00:02:18,600 Speaker 2: Evolution two point zero Prize with judges from Harvard, Oxford 37 00:02:18,639 --> 00:02:22,160 Speaker 2: and MIT, which is the world's largest science research award. 38 00:02:22,639 --> 00:02:25,560 Speaker 2: And where you might have heard of Perry, and this 39 00:02:25,639 --> 00:02:28,720 Speaker 2: is where I've come across his work is through his 40 00:02:28,720 --> 00:02:31,440 Speaker 2: book The Ultimate Guide to Google Ads, which is actually 41 00:02:31,440 --> 00:02:36,040 Speaker 2: the world's best selling book on Internet advertising. Perry's latest 42 00:02:36,040 --> 00:02:40,160 Speaker 2: book is called Detox, Dclatter Dominate, and. 43 00:02:40,200 --> 00:02:42,440 Speaker 3: I was very excited to have Perry on the show. 44 00:02:42,680 --> 00:02:45,160 Speaker 2: I'd consumed a fair bit of his work over the 45 00:02:45,240 --> 00:02:47,680 Speaker 2: years in the world of digital marketing, and I know 46 00:02:47,760 --> 00:02:50,000 Speaker 2: a lot of folk in the industry who really swear 47 00:02:50,080 --> 00:02:52,880 Speaker 2: by the stuff that he has written about. He's got 48 00:02:52,919 --> 00:02:56,520 Speaker 2: a lot of really good practical ideas, and we delve 49 00:02:56,720 --> 00:03:00,680 Speaker 2: into a lot of i would say, very pactical and 50 00:03:00,840 --> 00:03:05,200 Speaker 2: actionable strategies around how to be more productive but also 51 00:03:05,320 --> 00:03:08,919 Speaker 2: how to use your time in a more valuable way. 52 00:03:09,200 --> 00:03:12,639 Speaker 2: So I personally learned a lot of stuff in this 53 00:03:12,760 --> 00:03:15,200 Speaker 2: chat with Perry, and it got me thinking differently about 54 00:03:15,280 --> 00:03:18,680 Speaker 2: quite a few different things. So on that note, let's 55 00:03:18,800 --> 00:03:21,880 Speaker 2: head to Perry to hear about how he works. 56 00:03:22,560 --> 00:03:24,040 Speaker 3: Perry, Welcome to the show. 57 00:03:24,840 --> 00:03:26,720 Speaker 1: Thank you for having me on. It's an honor. 58 00:03:27,160 --> 00:03:30,839 Speaker 2: Now I want to start with something that you're very 59 00:03:30,840 --> 00:03:33,600 Speaker 2: well known for, which is your application of the eighty 60 00:03:33,720 --> 00:03:37,200 Speaker 2: twenty rule. And perhaps for listeners that are not familiar 61 00:03:37,240 --> 00:03:40,240 Speaker 2: with that principle, maybe we describe what that principle is first, 62 00:03:40,240 --> 00:03:41,960 Speaker 2: and then how you think about that in the context 63 00:03:41,960 --> 00:03:42,520 Speaker 2: of your work. 64 00:03:42,760 --> 00:03:48,080 Speaker 1: So I think most people have probably heard somewhere that 65 00:03:48,800 --> 00:03:51,000 Speaker 1: twenty percent of the people have eighty percent of the 66 00:03:51,040 --> 00:03:53,960 Speaker 1: money and the other eighty percent of the people only 67 00:03:54,000 --> 00:03:56,760 Speaker 1: have twenty percent of the money, and that maybe that 68 00:03:56,840 --> 00:04:01,080 Speaker 1: applies to customers. I remember I had heard something like 69 00:04:01,120 --> 00:04:03,600 Speaker 1: that a long time ago. In fact, I was a 70 00:04:03,640 --> 00:04:07,000 Speaker 1: sales manager at a software company, and I was like, 71 00:04:07,160 --> 00:04:09,360 Speaker 1: is that right? And I printed out a quick books 72 00:04:09,440 --> 00:04:12,920 Speaker 1: report and I literally went through with a calculator, and 73 00:04:13,000 --> 00:04:15,680 Speaker 1: after a few minutes I was like, well, I'll be darned, 74 00:04:15,800 --> 00:04:19,039 Speaker 1: I guess it is true. And I didn't really see 75 00:04:19,080 --> 00:04:24,080 Speaker 1: the significance of it. But a few years later I 76 00:04:24,240 --> 00:04:26,560 Speaker 1: was reading a book by Richard Kash and he made 77 00:04:26,560 --> 00:04:31,600 Speaker 1: this almost throw away remark, and it sent me down 78 00:04:31,640 --> 00:04:36,159 Speaker 1: a rabbit hole, and I suddenly realized, Hey, wait a minute, 79 00:04:36,880 --> 00:04:41,120 Speaker 1: this isn't just some business rule of thumb. This is everywhere, 80 00:04:41,240 --> 00:04:44,560 Speaker 1: and it might be the most important thing that I 81 00:04:44,680 --> 00:04:49,800 Speaker 1: ever learned about cause and effect. So the eighty twenty 82 00:04:50,160 --> 00:04:52,960 Speaker 1: rule started with a guy named Pareto in Italy who 83 00:04:53,000 --> 00:04:55,640 Speaker 1: was an economist, and he figured out it didn't matter 84 00:04:55,680 --> 00:04:57,839 Speaker 1: which country he looked in, twenty percent of the people 85 00:04:57,920 --> 00:05:00,800 Speaker 1: seemed to have eighty percent of the wealth. The interesting 86 00:05:00,839 --> 00:05:05,039 Speaker 1: thing is is. This isn't just like real estate or something. 87 00:05:05,600 --> 00:05:08,800 Speaker 1: This is eighty percent of the dirt is on twenty 88 00:05:08,800 --> 00:05:11,279 Speaker 1: percent of your carpet, and eighty percent of the water 89 00:05:11,400 --> 00:05:14,960 Speaker 1: flows through twenty percent of the rivers, and eighty percent 90 00:05:14,960 --> 00:05:18,040 Speaker 1: of the traffic is on twenty percent of the roads. 91 00:05:18,720 --> 00:05:22,360 Speaker 1: And so here's the kicker. It applies to your time, 92 00:05:23,560 --> 00:05:29,560 Speaker 1: it applies to your web traffic. It's your best customers, 93 00:05:29,600 --> 00:05:33,200 Speaker 1: it's your worst customers, it's your support tickets, it's your 94 00:05:33,240 --> 00:05:38,479 Speaker 1: warranty returns. It's all over the place. And when I 95 00:05:38,520 --> 00:05:44,320 Speaker 1: saw this for what it was, I flipped out. In fact, 96 00:05:44,720 --> 00:05:47,520 Speaker 1: I was in the middle of reading this book and 97 00:05:47,960 --> 00:05:51,839 Speaker 1: I was so overcome with my epiphany that I jumped 98 00:05:51,880 --> 00:05:54,640 Speaker 1: up from the coffee shop where I was. I drove home, 99 00:05:55,480 --> 00:05:58,479 Speaker 1: and I at the time, I was about a year 100 00:05:58,520 --> 00:06:02,320 Speaker 1: and a half into a brand new business, and I 101 00:06:02,360 --> 00:06:04,440 Speaker 1: sprawled out on the living room floor and I had 102 00:06:04,440 --> 00:06:08,640 Speaker 1: all these papers and reports, and I had a calculator. 103 00:06:08,720 --> 00:06:12,280 Speaker 1: I'm like, is this really true? And I saw everywhere 104 00:06:12,279 --> 00:06:16,120 Speaker 1: where I crunched the numbers that twenty percent of what 105 00:06:16,160 --> 00:06:20,240 Speaker 1: I was doing was producing eighty percent of the action. Well, 106 00:06:20,400 --> 00:06:24,440 Speaker 1: the big epiphany that I had was that there was 107 00:06:24,480 --> 00:06:29,719 Speaker 1: an eighty twenty inside every eighty twenty, so that twenty 108 00:06:29,720 --> 00:06:31,960 Speaker 1: percent of the people have eighty percent of wealth. But 109 00:06:32,000 --> 00:06:35,200 Speaker 1: guess what, twenty percent of the twenty percent have eighty 110 00:06:35,240 --> 00:06:39,760 Speaker 1: percent of the eighty percent. And that's once again, it's 111 00:06:39,800 --> 00:06:43,400 Speaker 1: true of the grocery store aisles, or the support tickets, 112 00:06:43,640 --> 00:06:48,919 Speaker 1: or the complaints or the product defects. And so my 113 00:06:49,080 --> 00:06:51,640 Speaker 1: brain set on fire. I'm like, oh my word, there's 114 00:06:51,720 --> 00:06:57,560 Speaker 1: all these levers in my life in my business that 115 00:06:57,640 --> 00:07:00,960 Speaker 1: I never noticed before, and I can start them. 116 00:07:01,279 --> 00:07:03,520 Speaker 2: And so how do you think about that as a 117 00:07:03,560 --> 00:07:07,200 Speaker 2: thought later as a consultant and the products and the 118 00:07:07,200 --> 00:07:09,400 Speaker 2: services that you're producing. What are some ways that you've 119 00:07:09,440 --> 00:07:10,800 Speaker 2: applied that in your own work. 120 00:07:11,120 --> 00:07:16,080 Speaker 1: Well, So it not only applies to the upsides and 121 00:07:16,400 --> 00:07:19,440 Speaker 1: small numbers of people spending large amounts of money, but 122 00:07:19,480 --> 00:07:22,960 Speaker 1: it also applies to things that are losing you money 123 00:07:23,120 --> 00:07:28,800 Speaker 1: and things like holes in your bucket, things that are 124 00:07:29,080 --> 00:07:36,000 Speaker 1: dragging you down. So most people, most companies, almost anywhere 125 00:07:36,080 --> 00:07:41,000 Speaker 1: you go, ten percent of what they sell is actually 126 00:07:41,120 --> 00:07:46,040 Speaker 1: losing them money. Ge years ago, back when GE was 127 00:07:46,080 --> 00:07:50,000 Speaker 1: like really hot and happening, back in their heyday about 128 00:07:50,000 --> 00:07:55,360 Speaker 1: twenty years ago, they had a policy of they always 129 00:07:55,640 --> 00:07:59,480 Speaker 1: fire ten percent of their employees every year. Now that 130 00:07:59,680 --> 00:08:05,280 Speaker 1: sounds cruel, but it's actually very good business. About ten 131 00:08:05,360 --> 00:08:10,000 Speaker 1: percent of whoever's with you doesn't belong there anymore. And 132 00:08:10,200 --> 00:08:14,400 Speaker 1: it doesn't have to be like some mean and nasty thing. 133 00:08:15,480 --> 00:08:18,600 Speaker 1: It could be just you need to mutually agree that 134 00:08:19,360 --> 00:08:21,800 Speaker 1: it's time for you to go find a job that's 135 00:08:21,840 --> 00:08:24,760 Speaker 1: a better suit for you. Know, you're like Roger, You're 136 00:08:24,800 --> 00:08:27,240 Speaker 1: not passionate about this job. I don't see a lot 137 00:08:27,280 --> 00:08:30,640 Speaker 1: of energy like I Recently, I had one of my 138 00:08:30,760 --> 00:08:34,680 Speaker 1: team members where we had an honest conversation and he's like, 139 00:08:34,800 --> 00:08:39,320 Speaker 1: you know, I'm just not feeling it anymore. And it's like, okay, great, well, 140 00:08:39,440 --> 00:08:42,360 Speaker 1: let's let's find a way to get you off to 141 00:08:42,440 --> 00:08:45,720 Speaker 1: something that you like better. And let's find somebody who 142 00:08:45,760 --> 00:08:48,360 Speaker 1: wants this job, because this is a great job for 143 00:08:48,440 --> 00:08:52,079 Speaker 1: the right person. And so eighty twenty is about what 144 00:08:52,120 --> 00:08:54,640 Speaker 1: you don't do more than it's about what you do. 145 00:08:55,600 --> 00:09:01,199 Speaker 2: Something that you talk about in Detox decluttered is you 146 00:09:01,240 --> 00:09:04,360 Speaker 2: talk about ten dollar, one hundred dollars, thousand dollars and 147 00:09:04,440 --> 00:09:08,480 Speaker 2: ten thousand dollars per hour tasks and on the topic 148 00:09:08,520 --> 00:09:14,040 Speaker 2: of eliminating things, how do you identify what you're doing when? 149 00:09:14,360 --> 00:09:16,960 Speaker 2: And how do we do less of these ten dollars 150 00:09:16,960 --> 00:09:18,480 Speaker 2: an hour tasks. 151 00:09:19,320 --> 00:09:24,280 Speaker 1: If you talk to Helen, who works as a receptionist 152 00:09:24,320 --> 00:09:29,239 Speaker 1: at a dentist office for fifteen dollars an hour, probably 153 00:09:29,280 --> 00:09:32,440 Speaker 1: if you asked Helen, what parts of your job make 154 00:09:33,120 --> 00:09:37,960 Speaker 1: more money and what parts make less money? Like, Helen, 155 00:09:38,040 --> 00:09:41,040 Speaker 1: if we paid you for the tasks you perform instead 156 00:09:41,040 --> 00:09:44,120 Speaker 1: of you paying you by the hour, then how do 157 00:09:44,200 --> 00:09:48,800 Speaker 1: you think we should grade those tasks? She would probably say, well, okay, 158 00:09:48,920 --> 00:09:51,839 Speaker 1: I suppose these jobs are these little things are worth 159 00:09:51,840 --> 00:09:54,440 Speaker 1: five dollars an hour, and probably these other things are 160 00:09:54,480 --> 00:09:58,280 Speaker 1: worth fifty dollars an hour. What she doesn't realize is 161 00:09:58,400 --> 00:10:05,040 Speaker 1: that's actually the truth is probably most of what she 162 00:10:05,200 --> 00:10:09,839 Speaker 1: does is worth almost zero. Some of what she does 163 00:10:10,000 --> 00:10:13,920 Speaker 1: is worth negative money, and a few things she does 164 00:10:15,120 --> 00:10:18,840 Speaker 1: are literally one hundred dollars an hour, one thousand dollars 165 00:10:18,840 --> 00:10:22,520 Speaker 1: an hour, even ten thousand dollars an hour. And you go, 166 00:10:23,080 --> 00:10:27,440 Speaker 1: how does a fifteen dollars an hour secretary make ten 167 00:10:27,480 --> 00:10:30,800 Speaker 1: thousand dollars an hour? Well, I'll tell you. So you 168 00:10:30,920 --> 00:10:35,640 Speaker 1: got somebody they need five thousand dollars of crowns and 169 00:10:35,760 --> 00:10:40,880 Speaker 1: dental work. And they looked at all the websites and 170 00:10:40,880 --> 00:10:44,040 Speaker 1: clicked on all the Google ads, and they think wood 171 00:10:44,120 --> 00:10:46,880 Speaker 1: Dale Dentel looks pretty good, and so they call wood 172 00:10:46,920 --> 00:10:49,960 Speaker 1: Dell Dental and Helen goes, woo Dale Dental, can you 173 00:10:50,000 --> 00:10:53,280 Speaker 1: hold please? And then she puts them on hold for 174 00:10:53,320 --> 00:10:56,480 Speaker 1: two minutes and then she picks up two minutes later, 175 00:10:56,600 --> 00:11:00,960 Speaker 1: she goes, Hi, can I help you? And they're gone. 176 00:11:01,400 --> 00:11:04,800 Speaker 1: So they were going to spend five thousand dollars in 177 00:11:04,920 --> 00:11:09,360 Speaker 1: two minutes to hold music scared them off and they're 178 00:11:09,360 --> 00:11:13,000 Speaker 1: not coming back. It took two minutes to lose five 179 00:11:13,040 --> 00:11:16,440 Speaker 1: thousand dollars. So how many dollars per hour is that? 180 00:11:16,440 --> 00:11:17,120 Speaker 3: That's a lot. 181 00:11:18,200 --> 00:11:21,480 Speaker 1: It's one hundred and fifty thousand dollars an hour that 182 00:11:21,559 --> 00:11:27,800 Speaker 1: she lost. Okay, so a secretary lost ten thousand times 183 00:11:27,840 --> 00:11:30,600 Speaker 1: her hourly wage in two minutes. 184 00:11:31,280 --> 00:11:35,520 Speaker 2: And so how then do we get better at identifying 185 00:11:35,679 --> 00:11:39,960 Speaker 2: what are those thousand or ten thousand dollars an hour 186 00:11:40,120 --> 00:11:43,000 Speaker 2: tasks when we're thinking about our. 187 00:11:42,679 --> 00:11:43,800 Speaker 3: Own work life? 188 00:11:44,240 --> 00:11:46,920 Speaker 1: So first you have to be aware of it. So 189 00:11:47,960 --> 00:11:51,240 Speaker 1: it literally is true that at least for a few 190 00:11:51,240 --> 00:11:54,920 Speaker 1: minutes or seconds a day. Certain things that you do 191 00:11:55,000 --> 00:12:00,520 Speaker 1: are incredibly valuable. Like let's say that you're buying a 192 00:12:00,559 --> 00:12:04,920 Speaker 1: car and you spend an extra five minutes getting the 193 00:12:05,000 --> 00:12:09,040 Speaker 1: price done by one thousand dollars. Well, you just made 194 00:12:09,559 --> 00:12:14,199 Speaker 1: twelve thousand dollars an hour for five minutes, right. And 195 00:12:15,000 --> 00:12:18,720 Speaker 1: our days, in our schedules and our lives are full 196 00:12:18,840 --> 00:12:24,280 Speaker 1: of these little high leverage things, and so first you 197 00:12:24,440 --> 00:12:26,120 Speaker 1: just have to be aware of it. And so I 198 00:12:26,160 --> 00:12:29,360 Speaker 1: have a chart on page twenty three of Detox Declutter, Dominate, 199 00:12:30,160 --> 00:12:32,960 Speaker 1: and it's got a column of ten dollars an hour 200 00:12:33,120 --> 00:12:38,360 Speaker 1: tasks like renting errands and cold calling people or talking 201 00:12:38,400 --> 00:12:44,360 Speaker 1: to unqualified prospects or doing your expense reports. And then 202 00:12:44,400 --> 00:12:47,199 Speaker 1: there's a column of one hundred dollars an hour tasks 203 00:12:47,400 --> 00:12:51,280 Speaker 1: like talking to a qualified prospect or helping an actual 204 00:12:51,320 --> 00:12:55,680 Speaker 1: customer solve a problem or outsourcing a really simple task. 205 00:12:56,679 --> 00:12:59,960 Speaker 1: And then there's thousand dollars an hour work like planning, 206 00:13:00,200 --> 00:13:05,480 Speaker 1: prioritizing your day, or negotiating with a qualified prospect or 207 00:13:05,559 --> 00:13:08,800 Speaker 1: building out your sales funnel. And then there's ten thousand 208 00:13:08,880 --> 00:13:11,040 Speaker 1: dollars stuff like what I was talking about with Helen 209 00:13:11,559 --> 00:13:14,800 Speaker 1: as an owner of a dental practice, you realize maybe 210 00:13:14,800 --> 00:13:19,680 Speaker 1: you do some mystery shopping, and you're like, oh my word, 211 00:13:20,320 --> 00:13:22,600 Speaker 1: a third of these people are getting put on hold 212 00:13:22,720 --> 00:13:27,280 Speaker 1: for a minute or more or five minutes or whatever, 213 00:13:27,360 --> 00:13:33,280 Speaker 1: which is disastrous. Well, whatever you and your staff do, 214 00:13:33,360 --> 00:13:37,000 Speaker 1: whatever time it takes to figure out how to never 215 00:13:37,080 --> 00:13:41,439 Speaker 1: put anybody on hold like that again, how to always 216 00:13:41,440 --> 00:13:43,800 Speaker 1: make sure the call gets routed to the right place. 217 00:13:44,320 --> 00:13:47,800 Speaker 1: Whatever time you spend solving that problem is easily thousand 218 00:13:47,800 --> 00:13:51,920 Speaker 1: dollars an hour work because it controls a major lever 219 00:13:52,120 --> 00:13:56,960 Speaker 1: in your business. Because if twenty percent of your time 220 00:13:57,160 --> 00:14:01,880 Speaker 1: produces eighty percent of the predit activity, and twenty percent 221 00:14:01,920 --> 00:14:04,840 Speaker 1: of the twenty percent makes eighty percent of the eighty 222 00:14:04,880 --> 00:14:09,800 Speaker 1: percent and so on, that means one percent of your 223 00:14:09,880 --> 00:14:13,120 Speaker 1: time generates fifty percent of your income. And this is 224 00:14:13,160 --> 00:14:17,160 Speaker 1: true for almost everybody. It's just masked by the way 225 00:14:17,200 --> 00:14:21,360 Speaker 1: we put people in salary hourly wages. It makes the 226 00:14:21,400 --> 00:14:25,200 Speaker 1: accounting easy, but it doesn't tell you anything about what 227 00:14:25,240 --> 00:14:26,880 Speaker 1: you're actually getting from the work. 228 00:14:27,640 --> 00:14:31,480 Speaker 2: And so once we've identified these ten dollars an hour tasks, 229 00:14:31,640 --> 00:14:35,680 Speaker 2: and I would say the average listener probably doesn't have 230 00:14:35,800 --> 00:14:39,200 Speaker 2: an assistant that they could delegate to. For example, what 231 00:14:39,320 --> 00:14:41,600 Speaker 2: do we do with those ten dollar tasks? How do 232 00:14:41,680 --> 00:14:42,920 Speaker 2: we do less of them? 233 00:14:43,560 --> 00:14:46,480 Speaker 1: Well, so I want you to reconsider whether or not 234 00:14:46,560 --> 00:14:49,880 Speaker 1: you should have an assistant. First of all, a lot 235 00:14:49,880 --> 00:14:53,920 Speaker 1: of us have children, and you know, even maybe simple 236 00:14:54,000 --> 00:14:59,200 Speaker 1: things like cooking dinner, or doing the wash or shoveling 237 00:14:59,360 --> 00:15:03,160 Speaker 1: or you know, mowing the lawn. Okay, there's things like that. 238 00:15:04,200 --> 00:15:06,840 Speaker 1: Let's talk about assistance for a while. So if you 239 00:15:06,880 --> 00:15:11,000 Speaker 1: want to go on the really cheap end, for probably 240 00:15:11,040 --> 00:15:12,920 Speaker 1: seven or ten dollars an hour, you can hire a 241 00:15:12,960 --> 00:15:16,200 Speaker 1: virtual assistant from the Philippines. They'll do all kinds of 242 00:15:16,200 --> 00:15:16,920 Speaker 1: stuff for you. 243 00:15:17,400 --> 00:15:18,920 Speaker 3: How would listeners go about doing that? 244 00:15:18,960 --> 00:15:22,880 Speaker 2: So I've had an awesome virtual assistant, Elaine, who we've 245 00:15:22,920 --> 00:15:25,680 Speaker 2: had an inventium for many years. But for those that 246 00:15:25,840 --> 00:15:28,480 Speaker 2: have no idea how they would even start with hiring 247 00:15:28,480 --> 00:15:30,120 Speaker 2: a virtual assistant, what would they do? 248 00:15:31,000 --> 00:15:36,120 Speaker 1: The Deep Talks book has an online bonus. It's free. 249 00:15:36,120 --> 00:15:39,600 Speaker 1: It comes with the book where we actually spend about 250 00:15:40,000 --> 00:15:42,520 Speaker 1: forty five minutes or an hour with a guy who 251 00:15:42,640 --> 00:15:46,960 Speaker 1: runs a company that just hires virtual assistance, and he 252 00:15:47,040 --> 00:15:51,080 Speaker 1: walks through the process and he talks about how you 253 00:15:51,200 --> 00:15:55,600 Speaker 1: match an assistant to an entrepreneur. It really is a 254 00:15:55,720 --> 00:15:59,440 Speaker 1: very important thing. Now you could go on a site 255 00:15:59,520 --> 00:16:03,000 Speaker 1: like up work dot com and you could try people 256 00:16:03,040 --> 00:16:06,240 Speaker 1: out literally for two hours at a time. Now, now 257 00:16:06,560 --> 00:16:10,080 Speaker 1: what I want you to consider is, let's say you 258 00:16:10,160 --> 00:16:13,720 Speaker 1: have a virtual assistant for ten dollars an hour and 259 00:16:13,760 --> 00:16:16,440 Speaker 1: you're only going to hire them for four hours a week. 260 00:16:16,800 --> 00:16:20,240 Speaker 1: That's forty dollars a week, and it's going to give 261 00:16:20,280 --> 00:16:23,760 Speaker 1: you four hours of time. In the four hours of 262 00:16:23,800 --> 00:16:26,960 Speaker 1: time that you gained. Can you find a way to 263 00:16:27,000 --> 00:16:31,000 Speaker 1: make one hundred dollars an hour for a half an 264 00:16:31,000 --> 00:16:35,200 Speaker 1: hour or one thousand dollars an hour for five minutes. 265 00:16:36,360 --> 00:16:38,000 Speaker 1: You don't have to pay for the assistant for a 266 00:16:38,000 --> 00:16:42,560 Speaker 1: couple of weeks, and so this really is feasible, it's 267 00:16:42,720 --> 00:16:46,960 Speaker 1: not unrealistic. I think anybody whose time is worth more 268 00:16:47,000 --> 00:16:50,840 Speaker 1: than thirty dollars an hour should get themselves an assistant. 269 00:16:51,440 --> 00:16:53,360 Speaker 1: It will completely change your. 270 00:16:53,200 --> 00:16:57,520 Speaker 2: Life, definitely. I couldn't agree more. And what else should 271 00:16:57,600 --> 00:17:00,360 Speaker 2: we do? Like in our personal life? I know something 272 00:17:00,360 --> 00:17:04,160 Speaker 2: that I do is that I will delegate or outsource 273 00:17:04,400 --> 00:17:09,520 Speaker 2: tasks that completely drain me of energy, like whether that 274 00:17:09,560 --> 00:17:15,320 Speaker 2: be food, preparation or cleaning or gardening. So I'm such 275 00:17:15,359 --> 00:17:17,720 Speaker 2: an advocate of that, But how should people be thinking 276 00:17:17,720 --> 00:17:20,679 Speaker 2: about this all sorts of ten dollars an hour tasks, 277 00:17:20,720 --> 00:17:22,280 Speaker 2: even outside of their work life. 278 00:17:22,600 --> 00:17:26,320 Speaker 1: So that's a great question because a lot of times 279 00:17:26,400 --> 00:17:32,640 Speaker 1: when people start talking about outsourcing, they immediately think things like, well, 280 00:17:33,160 --> 00:17:36,440 Speaker 1: I'm going to outsource my Facebook ads or my copywriting 281 00:17:36,680 --> 00:17:40,160 Speaker 1: or writing my emails or something like that. Those are 282 00:17:40,200 --> 00:17:45,600 Speaker 1: the hardest things to outsource that there is, Okay, you 283 00:17:45,600 --> 00:17:50,280 Speaker 1: know it's easy to outsource is well, best four hundred 284 00:17:50,280 --> 00:17:53,040 Speaker 1: bucks a month I ever spent is the cleaning ladies 285 00:17:53,040 --> 00:17:56,760 Speaker 1: that come over every week. It's really easy to find 286 00:17:56,800 --> 00:18:00,160 Speaker 1: people who know how to do stuff like that, and 287 00:18:00,600 --> 00:18:02,800 Speaker 1: it's a lot harder to find people who do a 288 00:18:02,840 --> 00:18:06,199 Speaker 1: good job working in a business. And so usually the 289 00:18:06,280 --> 00:18:09,840 Speaker 1: easiest place you can make yourself a whole bunch of 290 00:18:09,920 --> 00:18:14,520 Speaker 1: time available is just by outsourcing some of your personal 291 00:18:14,560 --> 00:18:17,560 Speaker 1: life and getting things you don't even like doing. 292 00:18:18,080 --> 00:18:20,600 Speaker 2: Yeah, I think that's such great advice. And look, you 293 00:18:20,680 --> 00:18:25,960 Speaker 2: mentioned not outsourcing writing and writing great persuasive copy is 294 00:18:26,000 --> 00:18:27,080 Speaker 2: something that you're. 295 00:18:27,200 --> 00:18:28,479 Speaker 3: Very very well known for. 296 00:18:28,720 --> 00:18:31,280 Speaker 2: And I want to ask because I think any listener 297 00:18:31,680 --> 00:18:34,280 Speaker 2: writing is part of their job, writing to persuade, and 298 00:18:34,320 --> 00:18:36,920 Speaker 2: some listeners might be like, but yeah, I'm not a copywriter, 299 00:18:37,080 --> 00:18:41,160 Speaker 2: but I mean even every email that you send is 300 00:18:41,880 --> 00:18:46,280 Speaker 2: probably persuading someone to do something. So what are your 301 00:18:47,080 --> 00:18:51,360 Speaker 2: top strategies for writing really great persuasive copy. 302 00:18:51,760 --> 00:18:56,520 Speaker 1: We have a test called the Marketing DNA test and 303 00:18:57,400 --> 00:19:00,000 Speaker 1: you can find it at Marketing DNA test dot com. 304 00:19:00,280 --> 00:19:04,520 Speaker 1: And what I found the hard way over many years 305 00:19:04,840 --> 00:19:11,200 Speaker 1: was that different people sell very very differently from each other. 306 00:19:12,160 --> 00:19:17,320 Speaker 1: So there are people who are natural copywriters and they 307 00:19:17,320 --> 00:19:20,600 Speaker 1: would love nothing better to do than sit in front 308 00:19:20,640 --> 00:19:25,119 Speaker 1: of Microsoft Word for you know, several hours and get 309 00:19:25,160 --> 00:19:30,800 Speaker 1: the exact right phrase and word and everything, and like 310 00:19:30,920 --> 00:19:35,679 Speaker 1: that is a certain kind of salesperson, but they're completely 311 00:19:35,760 --> 00:19:39,760 Speaker 1: other kinds of salespeople. Like I call them hostage negotiators, 312 00:19:39,880 --> 00:19:42,080 Speaker 1: and they are people that you can just throw into 313 00:19:42,080 --> 00:19:46,240 Speaker 1: a situation and they have this gift of somehow magically 314 00:19:46,359 --> 00:19:50,040 Speaker 1: walking out the door with whatever they wanted, the purchase 315 00:19:50,160 --> 00:19:53,919 Speaker 1: order or the deal or what have you, and you go, 316 00:19:54,040 --> 00:19:57,800 Speaker 1: how did you do that or what did you say 317 00:19:57,880 --> 00:20:02,239 Speaker 1: to make him? Usually they go I don't no, I 318 00:20:02,320 --> 00:20:05,639 Speaker 1: just said it right. And then there's another kind of person. 319 00:20:06,080 --> 00:20:10,560 Speaker 1: They like they're they edit videos for hours and get 320 00:20:10,720 --> 00:20:12,959 Speaker 1: they get it to look exactly right, or they design 321 00:20:13,040 --> 00:20:16,240 Speaker 1: the brochure or they design the graphics. So in other words, 322 00:20:16,640 --> 00:20:22,720 Speaker 1: there's there's completely different kinds of salesmanship. And what I 323 00:20:22,840 --> 00:20:25,840 Speaker 1: found is you have to figure out what is your 324 00:20:26,520 --> 00:20:32,200 Speaker 1: marketing DNA. And so if you're a writer, then writing 325 00:20:32,320 --> 00:20:35,120 Speaker 1: is ten thousand dollars an hour work, or at least 326 00:20:35,200 --> 00:20:39,480 Speaker 1: thousand let's say, if you're a hostage negotiator, then being 327 00:20:39,560 --> 00:20:43,600 Speaker 1: on the firing line that's thousand dollars an hour work. 328 00:20:43,680 --> 00:20:47,040 Speaker 1: Or if you're a great public speaker, then that's what 329 00:20:47,080 --> 00:20:49,800 Speaker 1: you should do. So the point is is you need 330 00:20:49,840 --> 00:20:53,200 Speaker 1: to figure out what is your most natural selling modality, 331 00:20:53,240 --> 00:20:58,400 Speaker 1: because everybody has one, and I have worked with thousands 332 00:20:58,440 --> 00:21:01,040 Speaker 1: of entrepreneurs and one thing I've seen over and over 333 00:21:01,800 --> 00:21:05,760 Speaker 1: is I've seen hostage negotiators trying to be copywriters. I've 334 00:21:05,800 --> 00:21:10,760 Speaker 1: seen copywriters trying to be video production editors. And when 335 00:21:10,840 --> 00:21:13,040 Speaker 1: you find your groove, it's going to be so much 336 00:21:13,080 --> 00:21:15,840 Speaker 1: more fun and enjoyable and productive to sell. 337 00:21:16,320 --> 00:21:19,280 Speaker 2: I think that's great advice in terms of finding the 338 00:21:19,960 --> 00:21:23,639 Speaker 2: method through which you sell naturally, and I know for me, 339 00:21:23,760 --> 00:21:25,760 Speaker 2: writing is one of those methods. So I'd love to 340 00:21:25,840 --> 00:21:30,000 Speaker 2: hone in on writing and how can we be persuasive 341 00:21:30,160 --> 00:21:30,919 Speaker 2: when we write? 342 00:21:31,000 --> 00:21:35,440 Speaker 1: So a long time ago I hired myself a writing coach, 343 00:21:35,480 --> 00:21:39,439 Speaker 1: and it was John Carlton, who's fairly famous. So I 344 00:21:39,480 --> 00:21:42,280 Speaker 1: would send him stuff that I wrote and he would 345 00:21:42,320 --> 00:21:46,360 Speaker 1: send it back and usually you would say, you know, Perry, 346 00:21:46,760 --> 00:21:49,159 Speaker 1: you need to take your inner salesman out for a 347 00:21:49,200 --> 00:21:52,560 Speaker 1: walk every now and then. And he would say, Perry, 348 00:21:52,600 --> 00:21:56,760 Speaker 1: you are writing from your heels. In other words, you're 349 00:21:56,800 --> 00:22:00,600 Speaker 1: not being bold enough, you're not being clear enough, you're 350 00:22:00,640 --> 00:22:07,879 Speaker 1: not being assertive enough. And an amateur would assume that, oh, well, 351 00:22:07,960 --> 00:22:11,240 Speaker 1: John just has a different personality than me. No, a 352 00:22:11,280 --> 00:22:16,160 Speaker 1: good writer is a good writer, regardless of their style. 353 00:22:16,320 --> 00:22:20,840 Speaker 1: And what I had to learn to do was I 354 00:22:20,920 --> 00:22:24,720 Speaker 1: had to picture. Well, John gave me a picture. He said, 355 00:22:24,920 --> 00:22:30,119 Speaker 1: imagine that the person you're talking to is a giant, 356 00:22:30,240 --> 00:22:35,840 Speaker 1: eight hundred pound somn ambulant sloth laying on the couch 357 00:22:35,920 --> 00:22:39,040 Speaker 1: in front of this TV. And you have to smack 358 00:22:39,119 --> 00:22:42,800 Speaker 1: him with a two x four just to even get 359 00:22:42,880 --> 00:22:46,119 Speaker 1: him to move, okay, and you have to light a 360 00:22:46,200 --> 00:22:49,280 Speaker 1: fire under their butt, so they will get up and 361 00:22:49,359 --> 00:22:52,880 Speaker 1: pick up the phone or send the email or whatever. 362 00:22:53,400 --> 00:22:56,640 Speaker 1: So how are you going to get his attention? Well, 363 00:22:56,680 --> 00:22:59,760 Speaker 1: then the next thing is you have to talk about 364 00:22:59,800 --> 00:23:03,159 Speaker 1: what he cares about, and you have to enter the 365 00:23:03,280 --> 00:23:08,560 Speaker 1: conversation inside his head. You need to read him a 366 00:23:08,600 --> 00:23:15,360 Speaker 1: page in his own diary. Now how do you do that? Well, 367 00:23:15,480 --> 00:23:18,840 Speaker 1: my experience is I have only been able to read 368 00:23:19,240 --> 00:23:22,880 Speaker 1: a page in the diary of a person i've already been. 369 00:23:23,760 --> 00:23:26,760 Speaker 1: So if I've been an engineer, I can read an 370 00:23:26,760 --> 00:23:30,240 Speaker 1: engineer's diary. If I've been a sales guy going to 371 00:23:30,240 --> 00:23:33,000 Speaker 1: house to house trying to sell vacuum cleaners, then I 372 00:23:33,040 --> 00:23:37,040 Speaker 1: can read that diary. If I've been a kid whose 373 00:23:37,280 --> 00:23:40,280 Speaker 1: dad is dying of cancer, then I can read the 374 00:23:40,400 --> 00:23:46,720 Speaker 1: kid that diary. And so you need to sell to 375 00:23:46,960 --> 00:23:51,719 Speaker 1: people that you've had experience being. And I think a 376 00:23:51,760 --> 00:23:54,320 Speaker 1: lot of people are out there trying to sell to 377 00:23:54,400 --> 00:23:58,000 Speaker 1: people they've never been. They're trying to sell things that 378 00:23:58,040 --> 00:24:02,720 Speaker 1: they've never bought, and then they wonder why they're not persuasive, 379 00:24:03,560 --> 00:24:05,920 Speaker 1: And I think a lot of it is picking your battles. 380 00:24:06,400 --> 00:24:07,520 Speaker 3: So how does that apply. 381 00:24:07,680 --> 00:24:11,240 Speaker 2: Let's say if someone's trying to persuade their boss to 382 00:24:11,320 --> 00:24:13,879 Speaker 2: do something. And a lot of people that have a 383 00:24:13,920 --> 00:24:17,320 Speaker 2: boss have never been a manager and they've never had 384 00:24:17,400 --> 00:24:20,640 Speaker 2: managerial experience, So how then would they apply that kind 385 00:24:20,640 --> 00:24:21,240 Speaker 2: of advice. 386 00:24:22,000 --> 00:24:27,800 Speaker 1: So try writing a day in the life of my 387 00:24:27,960 --> 00:24:33,160 Speaker 1: boss and write it in first person. So my name 388 00:24:33,640 --> 00:24:37,639 Speaker 1: is Jane Smith, and I am the manager of a 389 00:24:37,760 --> 00:24:44,280 Speaker 1: Hurtz rent a car unit in Elmwood Park, Illinois. And 390 00:24:44,560 --> 00:24:47,840 Speaker 1: I get to work at seven o'clock every morning. I 391 00:24:47,920 --> 00:24:51,040 Speaker 1: leave at six o'clock at night, and I have these 392 00:24:51,080 --> 00:24:55,000 Speaker 1: twenty three employees and you just go from there, okay. 393 00:24:55,160 --> 00:24:58,280 Speaker 1: And I take lunch at twelve thirty. And while I'm 394 00:24:58,280 --> 00:25:00,159 Speaker 1: at lunch, I get this phone call and I get 395 00:25:00,160 --> 00:25:02,960 Speaker 1: this phone call. And when that well, and when he 396 00:25:03,000 --> 00:25:05,600 Speaker 1: said that to me, what I thought was, oh no, 397 00:25:05,680 --> 00:25:11,120 Speaker 1: not again. And you put yourself in their shoes. 398 00:25:11,720 --> 00:25:14,040 Speaker 3: So'y literally writing a diary entry. 399 00:25:14,640 --> 00:25:18,119 Speaker 1: Yes, And if you can write three or four pages 400 00:25:19,119 --> 00:25:23,840 Speaker 1: of that person's life and maybe you actually give it, 401 00:25:24,040 --> 00:25:25,800 Speaker 1: give it to somebody who has that job and go 402 00:25:25,840 --> 00:25:29,440 Speaker 1: it is this about right now? That's that's actually really 403 00:25:29,480 --> 00:25:32,960 Speaker 1: easy nowadays, because like you go on fiver and I'm 404 00:25:33,000 --> 00:25:35,440 Speaker 1: sure you could find a rental car manager or a 405 00:25:35,480 --> 00:25:39,240 Speaker 1: manager of something, and go, so have I, like, have 406 00:25:39,359 --> 00:25:44,120 Speaker 1: I nailed the life of a manager? And they'll tell 407 00:25:44,160 --> 00:25:48,040 Speaker 1: you you'll probably get Okay. Page one and page three 408 00:25:48,080 --> 00:25:51,679 Speaker 1: were great, Page two and page four totally off. Okay, 409 00:25:51,720 --> 00:25:56,800 Speaker 1: well tell me and you know, it's really such a 410 00:25:56,800 --> 00:26:00,439 Speaker 1: an insightful endeavor to do this. But see that is 411 00:26:00,480 --> 00:26:04,439 Speaker 1: exactly that is almost exactly what sales copy is. So 412 00:26:05,040 --> 00:26:08,159 Speaker 1: amateurs write sales copy that talks about the features and 413 00:26:08,200 --> 00:26:10,880 Speaker 1: the benefits and how wonderful your life is going to be. 414 00:26:12,000 --> 00:26:15,359 Speaker 1: Really great copywriters suck you into a story. They suck 415 00:26:15,400 --> 00:26:18,840 Speaker 1: you into even if it's not written like a diary. 416 00:26:19,000 --> 00:26:22,360 Speaker 1: It's somebody's diary and it's completely believable. And when you 417 00:26:22,400 --> 00:26:24,199 Speaker 1: read it, you're in the store. 418 00:26:26,080 --> 00:26:29,480 Speaker 2: And so once we're in the person's shoes, so to speak, 419 00:26:29,760 --> 00:26:33,000 Speaker 2: how do we think about putting structure to a piece 420 00:26:33,040 --> 00:26:36,040 Speaker 2: of writing that we want to be persuasive? 421 00:26:36,720 --> 00:26:44,040 Speaker 1: So my favorite structure is problem agitate, solve, And the 422 00:26:44,080 --> 00:26:51,159 Speaker 1: most important part is agitate. So let's say that, okay, 423 00:26:51,480 --> 00:26:55,400 Speaker 1: we're selling to a rental car manager and we are 424 00:26:55,440 --> 00:27:00,439 Speaker 1: trying to sell some sort of insurance that makes it 425 00:27:00,520 --> 00:27:03,879 Speaker 1: a whole lot easier when somebody damages a car. Okay, 426 00:27:03,960 --> 00:27:08,480 Speaker 1: I'm just making this up, all right. So what an 427 00:27:08,480 --> 00:27:13,159 Speaker 1: amateur copywriter will do is they'll say, Hi, we're this 428 00:27:13,240 --> 00:27:16,920 Speaker 1: insurance company and we are quadruple A rated by all 429 00:27:16,920 --> 00:27:21,280 Speaker 1: these agencies, and we've been in business since nineteen twelve, 430 00:27:21,359 --> 00:27:23,479 Speaker 1: and they're going to tell you and we have this 431 00:27:23,680 --> 00:27:28,680 Speaker 1: incredible new policy that's blah blah blah. And so that's 432 00:27:28,720 --> 00:27:34,320 Speaker 1: an amateur copywriter. What a real good copywriter, Well, he'll 433 00:27:34,400 --> 00:27:38,920 Speaker 1: echo something that this manager thinks. Almost every day, if 434 00:27:39,040 --> 00:27:44,600 Speaker 1: I get another phone call from another person who turned 435 00:27:44,760 --> 00:27:48,679 Speaker 1: down the liability waiver who now wants to give me 436 00:27:48,800 --> 00:27:52,000 Speaker 1: a piece of their mind, I think I'm going to 437 00:27:52,280 --> 00:27:56,520 Speaker 1: strangle and then I am going to somebody's going to 438 00:27:56,600 --> 00:27:58,520 Speaker 1: call the police, and I'm going to be in the 439 00:27:58,560 --> 00:28:00,960 Speaker 1: back of a police cruiser and I will be taken 440 00:28:01,320 --> 00:28:03,320 Speaker 1: to Cook County Court and I will end up in 441 00:28:03,359 --> 00:28:06,480 Speaker 1: Cook County Jail for the next six months. And I'll 442 00:28:06,520 --> 00:28:09,640 Speaker 1: almost enjoy it for the first half an hour, even 443 00:28:09,680 --> 00:28:12,240 Speaker 1: though I'm getting arrested, because at least I choked to 444 00:28:12,320 --> 00:28:18,240 Speaker 1: the living crap out of So you make it so vivid, Okay, 445 00:28:18,520 --> 00:28:23,800 Speaker 1: So all right, dear hurts manager, I'm writing to keep 446 00:28:23,800 --> 00:28:27,520 Speaker 1: you out of prison and then you chuckle, you know, 447 00:28:27,640 --> 00:28:31,240 Speaker 1: But seriously, I want to handle this for you. I 448 00:28:31,280 --> 00:28:33,720 Speaker 1: don't ever want you to have another one of these 449 00:28:33,760 --> 00:28:36,720 Speaker 1: phone calls ever again. The rest of your life. I 450 00:28:36,840 --> 00:28:39,640 Speaker 1: want you to eat your French fries at Arby's without 451 00:28:39,680 --> 00:28:42,280 Speaker 1: the slightest worry that your cell phone's going to ring 452 00:28:42,360 --> 00:28:45,280 Speaker 1: and you got another one of these yin yangs who 453 00:28:45,320 --> 00:28:51,240 Speaker 1: wrecked another cock. See that's what a good writer does 454 00:28:52,160 --> 00:28:54,240 Speaker 1: is you can see it, you can taste it, you 455 00:28:54,280 --> 00:28:57,200 Speaker 1: can smell it, you can imagine. It's like, oh yeah, 456 00:28:57,360 --> 00:29:00,480 Speaker 1: this is so realistic. It's like Stephen King. And by 457 00:29:00,520 --> 00:29:04,360 Speaker 1: the way, if you like horror fiction, read a Stephen 458 00:29:04,440 --> 00:29:07,040 Speaker 1: King novel. It will make you a better writer. I 459 00:29:07,080 --> 00:29:07,760 Speaker 1: guarantee it. 460 00:29:08,280 --> 00:29:10,920 Speaker 2: Yeah, and I know that a lot of writers recommend 461 00:29:11,200 --> 00:29:13,960 Speaker 2: I want to say, is Stephen King that wrote on writing? 462 00:29:14,080 --> 00:29:15,760 Speaker 1: I think, oh, yeah, that's a great book. 463 00:29:16,200 --> 00:29:18,760 Speaker 3: Yeah. I've had a lot of people recommend that. And 464 00:29:18,760 --> 00:29:19,400 Speaker 3: that's interesting. 465 00:29:19,600 --> 00:29:23,400 Speaker 2: On the topic of books, I'm curious what books have 466 00:29:23,760 --> 00:29:26,960 Speaker 2: had the biggest impact on how you approach your work. 467 00:29:27,200 --> 00:29:30,640 Speaker 1: Well, the dtax Declider Dominate book I would say about 468 00:29:30,640 --> 00:29:33,239 Speaker 1: twenty five percent of it is a distillation of what 469 00:29:33,240 --> 00:29:37,160 Speaker 1: I've learned from Richard Kash. I think he's the most 470 00:29:37,360 --> 00:29:41,600 Speaker 1: underrated business author. So he wrote the book I had 471 00:29:41,680 --> 00:29:46,560 Speaker 1: the epiphany reading was called the eighty twenty Principle, and 472 00:29:47,160 --> 00:29:49,880 Speaker 1: I took what he did in that book and I 473 00:29:49,920 --> 00:29:52,840 Speaker 1: extended it to the eighty twenty inside the eighty twenty. 474 00:29:53,400 --> 00:29:55,800 Speaker 1: And he's got two other books that are really extraordinary. 475 00:29:55,840 --> 00:30:00,920 Speaker 1: One is called Simplify and one is called Our Principle. 476 00:30:02,000 --> 00:30:05,120 Speaker 1: And I'll just briefly give you a capsule because I 477 00:30:05,400 --> 00:30:08,600 Speaker 1: in Detox, Declutterer, Dominate. Those are two of the seven 478 00:30:08,640 --> 00:30:14,400 Speaker 1: steps that I teach. So Simplify says that your highest 479 00:30:14,440 --> 00:30:17,720 Speaker 1: aim from the standpoint of what you're going to sell 480 00:30:17,920 --> 00:30:22,760 Speaker 1: is create an irresistible product that's a joy to use 481 00:30:23,280 --> 00:30:27,880 Speaker 1: by simplifying. And what that means is, you know, let's 482 00:30:27,920 --> 00:30:32,600 Speaker 1: say it takes eighty six steps for somebody to do 483 00:30:32,680 --> 00:30:35,760 Speaker 1: business with you and use your product, or install the product, 484 00:30:35,840 --> 00:30:38,479 Speaker 1: or get a roof put on their house, or like 485 00:30:38,560 --> 00:30:41,760 Speaker 1: whatever it is that you sell. What can you do 486 00:30:41,920 --> 00:30:45,520 Speaker 1: to cut the eighty six steps down to fifty or 487 00:30:46,240 --> 00:30:50,880 Speaker 1: thirty or however much you can shave off, and have 488 00:30:51,000 --> 00:30:53,200 Speaker 1: you ever paid attention to how many of those little 489 00:30:53,240 --> 00:30:57,800 Speaker 1: steps there actually are. There is hardly a business in 490 00:30:57,880 --> 00:31:03,160 Speaker 1: the world that can't shave ten, fifteen percent, twenty percent 491 00:31:03,760 --> 00:31:09,640 Speaker 1: of the complexity in the hassle out of the process. 492 00:31:10,800 --> 00:31:14,880 Speaker 1: And what people don't know is if you cut the 493 00:31:14,920 --> 00:31:18,760 Speaker 1: steps in half, it won't double your business. It'll probably 494 00:31:18,880 --> 00:31:24,360 Speaker 1: quite ruple your business because everybody else is so difficult 495 00:31:25,200 --> 00:31:25,960 Speaker 1: to do business with. 496 00:31:26,360 --> 00:31:29,280 Speaker 2: It's something else that you talk about in the book. 497 00:31:29,440 --> 00:31:32,800 Speaker 2: You spend a bit of time talking about the morning 498 00:31:32,960 --> 00:31:36,160 Speaker 2: ritual that you've been doing for the last seven years, 499 00:31:36,440 --> 00:31:39,400 Speaker 2: and I'd love you to describe that because I think 500 00:31:39,440 --> 00:31:43,240 Speaker 2: I thought it was quite interesting and also quite extreme, 501 00:31:43,360 --> 00:31:46,200 Speaker 2: the amount of time that you're spending doing what you're doing. 502 00:31:46,280 --> 00:31:47,800 Speaker 2: So can you describe that for listeners? 503 00:31:48,160 --> 00:31:52,800 Speaker 1: So I call it renaissance time. The worst possible way 504 00:31:53,280 --> 00:31:57,040 Speaker 1: to start your day is you wake up in the morning, 505 00:31:57,840 --> 00:32:01,400 Speaker 1: you reach over your ninth stand a phone into your bed, 506 00:32:02,160 --> 00:32:03,960 Speaker 1: and you either get in your email box or you 507 00:32:04,040 --> 00:32:07,000 Speaker 1: get on social media and you start reacting to people. 508 00:32:08,240 --> 00:32:12,680 Speaker 1: That is the worst way to start your day, and 509 00:32:12,680 --> 00:32:16,000 Speaker 1: it's how most people start their day. Here's a great 510 00:32:16,040 --> 00:32:18,560 Speaker 1: way to start your day. The only thing you get 511 00:32:18,600 --> 00:32:21,240 Speaker 1: to do with your phone is look at what time 512 00:32:21,280 --> 00:32:23,680 Speaker 1: it is, or maybe you look at the temperature outside. 513 00:32:24,160 --> 00:32:28,040 Speaker 1: You are not allowed to open Facebook, You're not allowed 514 00:32:28,080 --> 00:32:31,520 Speaker 1: to open email. You are not allowed to text anybody. 515 00:32:31,640 --> 00:32:35,440 Speaker 1: You're not allowed to let anybody pull your strings. You 516 00:32:35,520 --> 00:32:37,920 Speaker 1: take a shower, you get a cup of coffee, and 517 00:32:38,000 --> 00:32:42,320 Speaker 1: you sit down with a notebook for twenty minutes and 518 00:32:42,400 --> 00:32:45,440 Speaker 1: you get yourself sorted out. If you had a dream, 519 00:32:45,520 --> 00:32:47,440 Speaker 1: you write down your dream. You had an idea in 520 00:32:47,480 --> 00:32:49,560 Speaker 1: the shower, you write down the idea in the shower, 521 00:32:50,120 --> 00:32:53,280 Speaker 1: what I'm going to do today? You meditate, you ask 522 00:32:53,360 --> 00:32:58,600 Speaker 1: for wisdom. And only after you've done that, and probably 523 00:32:58,800 --> 00:33:03,120 Speaker 1: you also like look at your day and think about, 524 00:33:03,160 --> 00:33:06,520 Speaker 1: all right, so what do I get going on? How 525 00:33:06,560 --> 00:33:09,920 Speaker 1: can I best approach this? What are the twenty percent 526 00:33:10,360 --> 00:33:13,720 Speaker 1: the eighty percent of useless things? And I'm going to 527 00:33:13,920 --> 00:33:17,360 Speaker 1: push those off my plate. Only after that do you 528 00:33:17,440 --> 00:33:23,520 Speaker 1: get into your day. That's renaissance time. And I suggest 529 00:33:23,600 --> 00:33:26,840 Speaker 1: at least twenty minutes. And if you will do that, 530 00:33:27,800 --> 00:33:31,040 Speaker 1: you will be amazed at how much better your whole 531 00:33:31,160 --> 00:33:32,280 Speaker 1: day goes. 532 00:33:32,960 --> 00:33:34,720 Speaker 2: And I know in your book you talk about doing 533 00:33:34,760 --> 00:33:38,120 Speaker 2: that for you for a minimum of one hour, sometimes 534 00:33:38,200 --> 00:33:41,280 Speaker 2: two hours. Is that something that you do every day? 535 00:33:41,800 --> 00:33:44,480 Speaker 1: I have not missed a day in seven years. 536 00:33:44,720 --> 00:33:48,880 Speaker 2: Wow, that's that. That's very inspiring, Perry. I know we're 537 00:33:49,160 --> 00:33:53,040 Speaker 2: almost out of time. My final question for you is, Perry, 538 00:33:53,080 --> 00:33:56,080 Speaker 2: for those that want to consume more of what you're doing, 539 00:33:56,200 --> 00:33:58,480 Speaker 2: what is the best way for people to do that? 540 00:33:59,320 --> 00:34:01,840 Speaker 1: So I don't know the price in Australia. I know 541 00:34:01,920 --> 00:34:06,040 Speaker 1: in the US our book on Amazon, Detox Declutter Dominate, 542 00:34:06,160 --> 00:34:09,680 Speaker 1: it's a little over nine bucks. Maybe it's fifteen or 543 00:34:09,719 --> 00:34:13,440 Speaker 1: twenty Australian, but it's not very expensive. You go to 544 00:34:13,480 --> 00:34:18,120 Speaker 1: Amazon and buy Detox Declutter Dominate. This is thirty six pages. 545 00:34:19,040 --> 00:34:22,160 Speaker 1: It is the most informative thirty six pages of any 546 00:34:22,200 --> 00:34:25,760 Speaker 1: short business book that you have ever read or bought. 547 00:34:26,840 --> 00:34:29,759 Speaker 1: And everything in this book will still be true twenty 548 00:34:29,840 --> 00:34:32,319 Speaker 1: five years from now. And I don't know how many 549 00:34:32,360 --> 00:34:35,640 Speaker 1: other books can tell you that, but this is true. 550 00:34:35,800 --> 00:34:40,160 Speaker 1: There is not a wasted word in this book. In fact, 551 00:34:40,239 --> 00:34:44,200 Speaker 1: quick story, a year ago, this was a fifty thousand 552 00:34:44,200 --> 00:34:49,080 Speaker 1: word book and my friend Robert scrub said, Perry, send 553 00:34:49,080 --> 00:34:51,200 Speaker 1: me your book. I want to play around with it. 554 00:34:51,280 --> 00:34:54,319 Speaker 1: I go, okay, send him this document. He chopped it 555 00:34:54,400 --> 00:34:59,160 Speaker 1: down to eight thousand words and and he goes, Perry, 556 00:34:59,200 --> 00:35:01,279 Speaker 1: this is your real book. I just chopped out the 557 00:35:01,320 --> 00:35:04,080 Speaker 1: eighty percent that you didn't need. And he said, but 558 00:35:04,160 --> 00:35:06,640 Speaker 1: I want to do something else. He goes, I want 559 00:35:06,680 --> 00:35:12,359 Speaker 1: to add some infographics and charts and illustrations so that 560 00:35:12,400 --> 00:35:15,440 Speaker 1: it's a fun book to read. So everything we're seeing 561 00:35:15,480 --> 00:35:18,719 Speaker 1: in words is also in pictures, so that it's incredibly 562 00:35:18,760 --> 00:35:22,359 Speaker 1: easy to consume. And we're taking twenty years of what 563 00:35:22,400 --> 00:35:26,239 Speaker 1: you've been doing and teaching, and we're crunching it down 564 00:35:26,320 --> 00:35:29,879 Speaker 1: to seven things. And that's what he did, and that's 565 00:35:29,920 --> 00:35:32,279 Speaker 1: why he's the co author of the book. I'm a writer. 566 00:35:32,400 --> 00:35:34,880 Speaker 1: I would never have come up with this myself, and 567 00:35:34,920 --> 00:35:38,160 Speaker 1: I think it was absolutely brilliant and this book will 568 00:35:38,160 --> 00:35:39,319 Speaker 1: completely change your life. 569 00:35:41,080 --> 00:35:42,920 Speaker 3: That's a very cool story of how it came to me. 570 00:35:43,040 --> 00:35:45,400 Speaker 2: And look, I would echo that the book is packed 571 00:35:45,440 --> 00:35:51,080 Speaker 2: with very practical strategies that really powerful, So I will 572 00:35:51,239 --> 00:35:54,120 Speaker 2: link to that in the show notes. And I think 573 00:35:54,160 --> 00:35:56,040 Speaker 2: it is a rare business book in that sense that 574 00:35:56,160 --> 00:36:01,520 Speaker 2: is not just patted with stories and waffle fantastic content. 575 00:36:01,640 --> 00:36:04,719 Speaker 2: So Perry, it has been awesome chatting with you and 576 00:36:04,760 --> 00:36:05,840 Speaker 2: having you on the show. 577 00:36:05,840 --> 00:36:07,480 Speaker 3: Thank you so much for your time. 578 00:36:08,160 --> 00:36:11,080 Speaker 1: Thank you, it was a delight to be able to 579 00:36:11,120 --> 00:36:14,400 Speaker 1: talk to you, and Amantha, I want to thank you 580 00:36:14,440 --> 00:36:15,680 Speaker 1: so much for having me on today. 581 00:36:15,840 --> 00:36:20,440 Speaker 3: My pleasure. That is it for today's show. 582 00:36:20,880 --> 00:36:23,479 Speaker 2: If you enjoyed my chat with Perry, why not share 583 00:36:23,520 --> 00:36:25,759 Speaker 2: it with someone else who you think would benefit. Just 584 00:36:25,760 --> 00:36:28,080 Speaker 2: click on the little share icon, which is generally a 585 00:36:28,120 --> 00:36:31,360 Speaker 2: box with an arrow pointing upwards wherever you listen to 586 00:36:31,400 --> 00:36:32,879 Speaker 2: this podcast. 587 00:36:32,320 --> 00:36:34,560 Speaker 3: And that is the easiest way to share it. 588 00:36:34,920 --> 00:36:37,440 Speaker 2: And next week, for the next few weeks, there are 589 00:36:37,440 --> 00:36:41,080 Speaker 2: going to be some best of episodes that I've got scheduled. 590 00:36:41,560 --> 00:36:44,160 Speaker 2: Over Christmas, well, I take a few weeks off from 591 00:36:44,280 --> 00:36:47,239 Speaker 2: the show, so hopefully you will enjoy those best of 592 00:36:47,360 --> 00:36:51,680 Speaker 2: episodes because I certainly enjoyed doing every single one of 593 00:36:51,719 --> 00:36:54,960 Speaker 2: those interviews over the last couple of years. 594 00:36:54,840 --> 00:36:55,640 Speaker 3: Of doing this show. 595 00:36:55,719 --> 00:36:58,759 Speaker 2: So that is it for today, and I will see 596 00:36:58,760 --> 00:37:00,799 Speaker 2: you next week, and I will also see you in 597 00:37:00,880 --> 00:37:02,879 Speaker 2: the new year with fresh episodes.