Tony Robbins interviews Frank Kern and John Reese

This video interview between Frank Kern and John Reese has been floating around twitter lately, it’s good stuff. and popular:¬† 282 Comments at the time I viewed it. You do need to opt-in to watch it, and I don’t make anything off the opt-in, so if necessary setup a disposable email address and watch it, it’s worthwhile.

John Reese, NOT sitting on Tony Robbins lap...nor Frank Kerns
John Reese (paraphrased), "My $1Million dollar day, totally beats your $440Million day Tony"

Several Remarkable things happened on the video.

  • Frank Kern and John Reese are mostly quiet for once ūüôā
  • John Reese gets to sit on Tony Robbins lap, well the offer was at least made.
  • Showdown between John $1Million day vs Tony’s $400Million day.

Frank and John open with the important question,

why do most people fail?

This is like asking why average is so…average.¬† But it’s a fair question, given that most people eventually learn to walk, to read and basic math. Why is it that people will buy every Internet Marketing product out there, yet not get any results.¬†¬† Why aren’t there more success stories?

Tony replies: Why is it 70% of people who are diagnosed with lung cancer still continue to smoke? or people disgusted with themselves being overweight reach for the chocolate cake.

Why is it that it takes complete failure before many people discover the right mindset to make it? while people surrounded by tons of resources, surrounded by the right books, the right time, the right people don’t do achieve what it is they desire?

My Take

I’ve been studying this for awhile, interested like the average reasons why people fail to help avoid that as much as possible when I teach as well as to avoid the pitfalls myself (challenging!)

  • We live in a remarkable age, and that is part of the problem. Escapism, pleasure or at least complacency is ubiquitous and cheap. ¬† Why work when the evening news or a great movie is on?¬† Why save/wait when the credit card isn’t maxed out.¬†¬†¬†¬†¬†¬†¬† I’m no different, like this eve instead of working on the billion things that would make more sense to do, I overslept and watched Harry Potter in the 2nd run theater. It was fun, at least more than imagining a gun to my head as John and Frank suggest as a motivational tool. It’s not the right path, but it’s a easy seductive path.
  • Change is impossible,¬† not quite true but any rapid change tends to bounce right back.¬† There is a built in momentum in our lives.¬†¬† The invisible habit fence that surrounds our comfort zone. This is why if you want to change you have to break the daily routine.¬† Like going on a trip, cutting out things (e.g. no internet, TV, cell for a week). Try it, it’s amazing.
  • Attention is the most precious substance in the universe. It’s just not very prioritized well, there are so many things that FEEL important that just aren’t when given space.¬† This is why batching things is so critical,¬† only then is the trivial many is given perspective when standing next important few. Try batching your time today like only checking twitter once and email 2 times a day.

There are darker reasons to why people fail online.

  • Most gurus know a lot, but … not how to teach. Frank in his videos even admits he doesn’t know what he’s doing consciously most the time, which makes it hard to follow.
  • Most courses aren’t replicateable. For a variety of reasons.¬† I know as I have a hard time learning, things must make sense or I just won’t do them.¬†¬† Some are simple, the instructions are filled with holes, it’s not possible to do them. ¬† Other times the info has changed, what worked yesterday doesn’t.¬† If chapter 1 didn’t work it’s hard to justify getting into chapter 3. At the far end, some of the work is too advanced. Kern is a marketing genius, and has a lifetime of experience and routines, every guru I’ve met is a collection of almost superhuman daily habits, that are impossible to follow more than a few steps.
  • The material is beyond reach .¬† In a fantasy world anybody who is 5′ can be an olympian basketball champion, in reality we all have different strengths that don’t always match with what’s required.¬†¬† Might be we don’t have the emotional chops to empathize with the audience to connect with them. Might be not having the prowess to either manage or build on the internet.¬† People will still try driving with these blindspots.
  • The IM industry is filled with bullshit .¬† Filled with hype, false promises, and people will fall for it at first. It’s almost necessary, as IM products in order to sell crank up the pitch as he who shouts louder seems to win. Anyway when a product fails to live up the hype, people drop the product, but rarely ask for a refund in.¬† It could be that the product has 2-3 amazing tidbits but if people can’t get past the dissapointment of the hype it doesn’t matter.
  • Overload. Starting from ground zero, there is at least a 3-6 month road to walk daily in order to master just the basics, in addition to actually getting things done.¬† I know despite making time for it i haven’t finished courses I bought 3 months ago! and now the gurus have already relaunched them with updates…it never seems to end, so it’s impossible if you’re trying to master everything to get started.
  • Most courses aren’t replicatible. I know as I have a hard time learning, things must make sense or I just won’t do them.
Tony Robbins caught an idea THIS big
Tony Robbins caught Frank Kern telling a story THIS big

The Steps to make it

You really you should watch the video to find this out. I simply can’t do it justice in words the passion Tony pours into the message.¬†¬† Here are some of the first ones mentioned:

  • Why it is important but it has to be why you are doing it, and that will depend greatly on where you are presently at. From desparation at Rock bottom to desire to change the world of multi millionaire, everybody has their own reasons for taking the next step. Why is it important for you to do it right now?
  • Daily ritual and Peak state practice: getting one into a peak state is critical, rather than relying upon the few ounces willpower.¬†Getting that peak state is the momentum of a bowling ball, knocking down whatever in your way…to the point you don’t even notice hitting them. It’s a skill that must be practiced. Like I have a sound track and youtube playlist that ‘gets my mojo going’, it’s the same 3 songs, but I never grow tired of them.
  • Raising standards, Tony talks about how happy he was with his castle until he hung out with a billionaire and used that for comparison. How might you raise your standards?
  • Immersion. hanging out with hungry and positive people (seriously how I get my latest product going so quickly…if no other reasons than peer pressure!).

If you enjoyed this you should check out The 5 Guiding Stars to a Dramatically Better Life.

Twitter Weekly Updates for 2009-08-23

  • Twitter friending is the new PPC ad. TIP: ignore requests' like from hotbabe###, that only have 1 post…it's 100% spammy #
  • Our PLF mastermind group is rocking it! #
  • I so love working for myself. Naps, Beers, Matinees, ANYTIME are the fringe benefits ūüėČ #
  • @Bartonian I sat next to the CEO of Livestrong, on the way to austin, what a great guy and a great cause! in reply to Bartonian #
  • @Ed_Dale RT: Kind of Bloop: An 8-Bit Tribute to Miles Davis' Kind of Blue http://is.gd/2qJwB I think This is Awesome in reply to Ed_Dale #
  • Gotomeeting G2M to FLV is a pain in the arse. TIP1) turn screen sharing is on before recording (cont) #
  • TIP2) trim the WVM to the point video is on B4 conversion, lwith Windows File Editor #

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Twitter Weekly Updates for 2009-08-16

  • @PerryBelcher yea, hope you get some R+R, I'm looking forward to more than 4 hours of sleep. in reply to PerryBelcher #
  • @jasonmoffatt I have a sock day, like D-Day or rapture once a year all socks are ahem..sent to the promise land. Scratchy sockage sucks. in reply to jasonmoffatt #
  • Traffic+Conversion Summit review now with fun photos!
    http://bit.ly/RFEgV #
  • Check the Fun Rock'n Austin 15 tips in 5 minutes to amplify your marketing
    http://bit.ly/lgUpY #
  • @Jinel i wonder if there is a niche marketing for airzooka as a fartzooka. in reply to Jinel #
  • @Bartonian so I hope that Glasgow is cooler than Austin, great meeting you. in reply to Bartonian #
  • @francisablola get better soon, been a bit tired from the seminar/travels too. in reply to francisablola #
  • @Jinel as @perrybelcher pointed out, traffic and conversion summit an airzooka (which you mention) is killer 4 fart delivery..thus fartzooka in reply to Jinel #
  • The hush hush secret project is going well…90% complete with market research and feature spec…it's SO going to crush it. Stay tuned #
  • @francisablola will do, have a tour and survey of where you guys want it to go coming up this weekend. Invite only. shoot me your email in reply to francisablola #
  • RIP Les Paul Many thanks, I'd put this tweet through the Les Paulverizer and it was like you..f*ckin awesome. #
  • @jasonmoffatt if that 'Fact' came from experts. I'd wager that experts on being experts are about as common as twitter experts. in reply to jasonmoffatt #
  • searching for "bonzai kitty" on google image search is fun http://bit.ly/d2xny #
  • I went to see GI Joe last night, if your brain is at volume level 3, I thought it was good summer fare. HUGE lines for District9 and Ponyo #

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Traffic and Conversion Summit Wrapup and Shocking News

TroyNotes, straight shooting in Texan shirt
TroyNotes, straight shooting in brand spakin' new Texan shirt...you should see the size of the belt buckle

Howdy Yall <–heavy Texan accent.

Right now I’m in Austin, unwinding after the amazing weekend at Perry Belcher and Ryan Deiss‘s Traffic and Conversion Summit. I wanted to Welcome the new people I met this weekend thanks for dropping by, and for those of you who didn’t go get you a brief update and share a few ninja or is that cowboy tidbits.

If you didn’t make it, sucks to be you.¬† Probably $25K+ worth of¬† information were presented this weekend, for some of us next to free, and there were some tips I’ve never heard anywhere including some real doozies submitted by audience members today, that took even Perry and Ryan back.

I’m going to use R+P from now to refer to Big Bear and Little Bear …er little Napolean, er Ryan and Perry.

The No BullSh!t  MiniReview РTraffic Conversion Summit

blue paper binder
The Texan sized organizational system

Sadly this is going to have to be a short review..there isn’t actually a repeat product, and none of you will get to see it, it’s more to let you know what happened.

A 3 day 100% content, pitch free, R+P only event?

That’s how the event was sold.¬†¬† Definitely some Bullsh!t there.

First there WERE pitches:

  • a small 14 person $25K mastermind group P&R are putting together..not aggressively pitched but still a pitch. They should have made that known before hand, it might have been a selling point.
  • $200-$300 DVD copies of the 3 days audio and video,¬† only available to attendees and not for sale uncut…there are some Perry uncut moments which were hella funny. This is a reasonable cost, would prefer download, but I understand.
  • a plug for Infusionsoft and a few other vendors, but here it gets tricky…if you use a tool heavily and there’s not any other option on the market, is that a pitch?¬†¬† R+P have a self proclaimed “frankenstein” approach, I was blown away at how many systems they use.
  • The worst pitches actually came from the audience, there should be a no pitch policy from attendees.¬† Some attendees I thought abused mic privledges..multiple long pitches while up, and religious ones, rambling on, please be respectful.

but on the scale of pitchfestness these almost didn’t register, at say 2-4% .

Perry & Ryan & US in a locked room together… with the lights dimmed.

Second it said only Perry and Ryan would be speaking.¬† Not true either, there was 1 other standalone speaker on CPV networks (which I’d never heard of…but very cool, if scary if you get wrong) and probably 3-6 other assists, including some enlighting time with Ryan’s implementation team which was somewhat¬† spontaneous.¬† There was a good section on offline marketing and some impressive stats when using these approaches effectively.

Drinking from the Firehose 3 days x 9am-7pm…

3 days of tasty information overload
3 days of tasty information overload

That’s how it was pitched.¬† Which immediately triggered, a bit of fear…that’s a lot time and info to focus. A tiny bit of bullsh!t.¬† We ended at 1pm on Sunday. Got started late.

Still this was true in spirit, there was so much information we went over every day it overflowed, and will still be having a long webinar and a video to cover the things we couldn’t get to today. Like customer stick rate and the mysterious “Weapon”

Sometimes bigger is not better.  My biggest concern about big multiday long seminars is wondering how much of the material that will be retained or can acted on once home.  My experience with most events is the take away is very low, especially if there are multiple fast speakers.   Even if your taking detailed notes as fast as I.

However they did several great tactics definitely worth cloning  in your seminars, to maintain attention and tack comprehension. These I can share, use them!

4 Tips to explode seminar attendees attention and take away.

These are excellent strategies used by R+P.

Eliminate Interference Just like taking off an in an airline. Have them turn off cellphones and laptops, encourage peer pressure so nobody has a laptop open. Email and web surfing are huge attention busters…

Do frequent breaks so people can get their coffee, net, nicotine fix as well as feed them sugar

Prenote Take notes for them ahead of time.  Like use this printout to make taking notes for your audience 4x easier.

they printed out all the slides like this.

Effective prenoted slide thumbnails and room to write notes on the side
Effective prenoted slide thumbnails and room to write notes on the side

With the slide thumbnail on the left and several lines to jot notes on, about 6 per page, amazingly most the slides were perfectly readible at that size. Except for some white text on yellow background which is 100% readable exactly nowhere and drawing lines to point out important features on screenshots.

Give an action item page and hot tips. Basically a single page each for people to summarize key stuff, and keep it from getting lost in 100’s of pages of notes.

They offered relatively low cost unedited versions of the event in a non-downloadable version for attendees which is great. By day 3 my head was already full so I missed a ton.  It would be even better if they had a transcription of the event so it can be skimmed.

Timed Delivery just like coated asprin. One of the most subtle tips is they handed out the printouts  for the section right before the presentation. While this was somewhat a break in the flow it kept people from jumping forward and not paying attention, diminishing overload, and somewhat of an icebreaker when people were handing things out. Same trick works in continuity programs.

Rotate speakers. having multiple speakers with different styles helps keep peoples attention and on long breaks like this, keep people from burning their voice out.  Ryan and Perry are perfect, almost like good cop and bad cop. They play off each other well.

Oh and deliver good content, and allow people to ask questions and raise objections is huge at keeping people’s attention.

The resultant focus was so intense you could hear the audience turn the pages of notes at the same time!

Unanimous Standing Ovations

Perry and Ryan setout to create an unsurpassed value and totally overdeliver and pulled it off into  standing ovation territory.

Standing ovations can be cliche, and generally being contrarian, I don’t feel compelled to join the crowd.¬† However I’ve put on seminars of this scale and it was amazingly smooth. Most people will not appreciate how hard it is to make it look this easy AND record it AND order stuff.¬† There were a few camera and remote control glithes, minor details, but they are par for the course.¬† When it came to thank Perry + Ryan,¬† and the options were, clap or stand or scream, I chose a and b, and I was one of the first ones up.

It’s the¬† things you can’t predict that make going to these events so exciting.¬† I have¬† P+R’s stuff already from the solid and cheap get money from google system which has most of their products which I know reasonably well. I expected far less new information. For every hour of material there are onionskins peeled back, revealing of¬† insights and tactics they never put into courses.¬† The candid nature of talking about vendors, who’s good bad etc is something that usually costs seriously tens to hundreds of thousands of dollars in testing and headaches

I’m pretty sure this would be an IM¬† event of the year,¬† how often do you get the peek behind the curtain of guru’s actually making money in action?¬† Unreserved access for 3 days to interrupt them while presenting with questions.¬† The use of¬† the nifty named things like¬† “The machine”¬† was just 1 of about 12 specific new invaluable things I learned, each of them alone being worth the trip. I’m so excited to start putting these things into action…and improving on them in a few cases.

One of the shocking and sad things is that this will be the last seminar like this for awhile..possibly ever. Unlike most Guru’s and one of the reasons I like them, is¬† Perry and Ryan actually make more money of the real niche businesses than the do the IM training business, and since they haven’t touched those businesses in 6 months or more and have many new tricks will be returning to focusing on their biggest money makers and turning of the lights on new product creation for an unknown period of time.

2 Instant Businesses created FOR me in 4 hours.

Talk about Shock and Awe, I basically dropped everything I came to the conference with and came home with  not 1 but 2 *Instant* businesses mostly created for me.   This is how I feel:

Playing Texan sized guitar, in Austin music capital
Playing Texan sized guitar, in Austin music capital

Once backends in place, both are easily million dollar a year businesses, and eventually way way more and much better than the products I’ve been working on for awhile.

Friday my top product in development were:

  1. Infoproduct Health And Vanity
  2. Infoproduct Productivity
  3. Infoproduct Weight Loss

Today it looks like

  1. New Application
  2. New Info product

My mastermind group is going to be so confused shifting gears ūüėČ

This was despite by best efforts at being a wall flower. Counter intuitivelyI ended up landing new amazing connections and new opportunities.

  • Intimate Dinner for 2,with the $80 Million Dollar Man. .. and he paid for it. Wait that came out wrong, rather trying to keep things on the cheap while I dump 110% of my funds into products dev. However If I were into believing in Fate, this would be one of those supporting cases. ¬† ¬† I got there late the first day opting to take the bus, and of the 300 seats only a couple were left.¬† Like guided by traffic cops,¬† I got directed to the right side with a few pointed arms, and waved to sit down next to a fellow we shall name R.¬† During the breaks we got to talking, turns out we are about the same age in internet marketing.¬† Existing in parallel universes he in the business world and I in the tech+creative. We hit it off so well, we spent probably 5 hours tag teaming helping each other’s business from our vantage points.¬† Ironically both of us are not prone to socializing. ¬† I discovered later he runs about a dozen corporations, just one that does $80 million a year spread across paintball to freight logistics, and has a vast amount of passion and experience he loves sharing it.¬† There were 300 people in that room, talk about luck!
  • Instant Business,. R and I got to talking about one of his new projects a Millionaire Support Group, and he got a little stuck trying to market it.¬† I have several tools in my content creation framework, I pulled out one of my favorites called Aida’s Aces, a checklist system for creating marketing campaigns for personality based businesses which fit perfectly for what he was needing.¬† I ran through the I’Do’m mindset activator right before, walked him through it and he loved it.¬† The lightbulb in his head immediately lit up, and he then proceeded to exploded that single nugget it into a massive industry I was kinda blown away.. much as the inventor of post it notes is probably blown away by how many are sold.¬† Just not something that occurred to me that is a huge business..in addition if he said I’d make it into a product has the network to get it out to them. And creating that product would only take me a couple of weeks due to my high standards.
  • How I landed a JV deal with Ryan Deiss with no list, no connections, and no real product. That would totally sound like internet marketing crap but it’s crazily true. ¬† Let me summarize,
    • Saturday morning I had nothing, not even an intention of changing course.
    • Saturday afternoon I had a new idea from using the I’Do’m on the presentation and just listening. Opportunities pop up all the time if you listen for them.
    • Saturday evening I had a viable working prototype…Admitedly this is because I’ve very good at this sort of thing.¬† I’m going to keep things quiet for now as to what it is.
    • I create a demo video, I took word pad to create some ‘slides’ and used Jing to create a short 2 minute video, as real software always breaks in first demo, I swapped between wordpad and the playback to do the title sections no editing other than pausing Jing, how’s that for ghetto?
    • Sunday afternoon I presented the audio version to the crowd in an Ninja tricks section, which got Ryan’s attention, and gave my email out after the benefit had been established.
    • Sunday late afternoon I had both a invitation from Ryan to have him do a mailing for me on it when it’s done, and one of Ryan’s team essentially design the next version of the product for me, use their many products as beta test with me (proof!), and give me a price point.¬† *BAM*

This shows creating products is easy and doesn’t have to be complicated, just listen to what people *really* want, look for holes in what’s out there or ways to make things better or¬† faster or easier or cheaper, and can be made inexpensively and in time.¬† Tap into pain points and enthusiasm of your core audience, interview them, if you ask the right questions and they will often amaze you with the insights of what they want and what they don’t want,

In more potential fun, one of the books at the hostel lending library is perfect for an iphone app. ..and it’s mostly pictures and almost doesn’t make sense as a book.¬† 4 PhD’s created it, free and out of print. Same idea, different medium.

Back to Los Angeles in 12 hours.

At the hostel I’m staying at, Beatles “Come Together” is playing, perfect theme….everything truly is coming together at a far more rapid rate than I had imagined.¬† Needless to say I’m ecstatic about all that’s transpired.¬†¬† So I went out to celebrate, Guinness + skeeball, cafe’s, live music, wandering around downtown Austin, so many things to experience

Truly wierd seeing tie dye shirts in Texas and not Berkeley
Truly wierd seeing tie dye shirts in Texas and not Berkeley

Austin is a weird town, half of it is partying and half of it is closed on Saturday and more so on Sunday.  Wandering in and out of stores, I ended up getting a killer if slightly loud texan shirt as a souvenir.

Heavy rock is everywhere here, the cab driver on the way back had DevilDriver cranked up and pointed me to a video of the largest mosh pit 3500 people and propellor hair spinning (watch it). Tripppy

It feels good to be heading home to LA tomorrow.  Rock on!

Be sure to check out the TroyNotes special report Rock’n Austin 2009

be happier than this dog, download the TroyNotes special report
be happier than this dog, download the TroyNotes special report