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How are some people so lucky

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and how do I become one of them?

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Okay, so let's dissect luck here because

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I'm going to tell you

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by the time you're done,

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by the time we're done today, you can be

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a lucky person and anyone listening to

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this podcast can become a lucky person.

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They'll have other people saying, "Why

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are you so lucky all the time?"

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So let's get into it. First,

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let me start with this comment.

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Luck is a very real thing in business and

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luck can break a business,

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luck can make a business.

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Luck plays a big role in business where

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say something like poker, luck bounces

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out over time and why is that?

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It's because in poker you have hundreds

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and then thousands of

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hands that you play.

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So over time just with all the large

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numbers that you're dealing with, good

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luck and bad luck will balance out.

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But in business where you're staking

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perhaps your savings, perhaps your life

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savings and starting a business,

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one episode of bad

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luck could wipe you out.

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Oh yeah, and a business, you know, just

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to get it started takes like a year.

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Yes, and in that time you

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can run into some bad luck.

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But I'm going to tell you how you can run

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into some really good luck and how you

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can bring that into your business and

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almost guarantee yourself success.

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So you're saying you have

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the ability to control luck?

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You know how?

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I know how to bring good luck into your

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life as opposed to bad luck.

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Does this work in

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business, life, everything?

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I'm going to say that it will apply to

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business, it will apply to your life and

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it will apply to the arts as well.

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The arts.

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The arts.

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Interesting.

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Yes.

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All right, well let's hear it.

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All right, so when I started in my field

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of business, I didn't know a lot.

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But I had a lot of

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energy and I was all gung-ho.

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I used to say to my brother and my

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father, in 10 years we're

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going to be bigger than IBM.

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I had a foolish statement of a brash

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young man, but I had

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the energy and the drive.

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But what I didn't have is the knowledge.

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Now in my business, publishing, which was

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driven by direct mail, that back in the

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70s and 80s and even 90s,

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it was the largest form.

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It dwarfed all other forms of marketing,

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including television,

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newspapers, magazines.

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It was direct mail.

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It dwarfed everything else.

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So that was the main form of advertising.

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It was.

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Facebook ads now, Google

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ads, it was direct mail.

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It was direct mail.

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That's right.

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So there was something that early on I

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learned that or I instinctively knew that

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I needed more information.

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I needed more knowledge.

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I had to get inside the heads of those I

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am reaching or

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advertising to, reaching out to.

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I had to figure out how they think, how

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they viewed my piece.

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Not how I viewed it,

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but how they viewed it.

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My piece, my advertisement,

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were letters that I would write.

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Because just for those of you who are for

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a little background, my NeoThink books,

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which I've sold millions of those,

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I've sold 350 million dollars of my own

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books that I've written.

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It's books of self-improvement, of

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business, of life, of success.

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I had to get inside of my

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potential customer's head.

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I couldn't say in my own head, know what

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they wanted or try to pretend

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that I knew what they wanted.

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But I had to start somewhere.

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So I thought, well, if I send a letter

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because I was a searcher and I was

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searching for searchers,

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those are the people who respond very

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well to my literature, searchers.

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Over the course of the past 45 years, as

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you know, I brought in over 2 million

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searchers into my private NeoThink club.

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But I had to figure out how they viewed

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me, how they viewed my advertisement,

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which was a personal letter.

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So in order to do that, I learned very

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early about something that we call in the

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direct mail business a split run.

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Basically how a split run works is you

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have, I have a list of potential

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searchers that I'm trying to reach.

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I would say, have my control letter, and

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then I would make a variation of it or a

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letter to compete against it.

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Then I would, every other name on my

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searcher's list would get one letter and

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then the challenger, the

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control and the challenger.

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Then based on the data coming in, I would

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learn, well, which one did better.

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Then I could, at that point,

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figure out why it did better.

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Going into it, I have no idea what the

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results are going to be.

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People who think they know the results,

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it's just a big I think.

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I think means nothing in this business.

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Metrics mean everything.

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So I would do a split

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run and get my data.

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I learned more about the

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person I was trying to reach.

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I had gotten into their minds and these

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potential searchers out there.

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As I started doing this, I realized,

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well, wait, if I can do a split run and

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get the metrics on one variable,

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why can't I increase the number of

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variables and have multiple split runs

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with every direct mailing?

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I started increasing the numbers and the

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numbers of the split

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runs in every mailing.

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I had a very unique

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system that no one else had.

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Basically, I would take different colored

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Sharpies or magic markers and I would

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take my reply envelopes

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and I would tick them.

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I'd run them down with different colors

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so I knew what split run that came from.

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So the split runs are

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just tests, different tests.

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Can you give me an example?

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Sure, like testing a

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headline would be one example.

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Or testing the coupon

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would be another example.

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Or testing the size of the reply envelope

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would be another example.

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Or testing personalization versus a more

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third party approach would be a test.

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Testing women versus men.

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Testing dentists versus doctors.

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These are all different types of tests

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that in the early days I was consumed by.

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I wanted to know the minds of the people

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I was trying to reach.

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I got so sophisticated at it, I would

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have split runs of 64 splits in one

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mailing through the

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sophisticated ticking system I had.

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It was pretty amazing.

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No other direct mailer out

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there had anything like this.

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So I would go up to 64

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splits in one mailing.

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I was just learning and learning and

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learning, getting inside the minds of the

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people I was reaching.

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My father's wife used to call

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me a world class psychologist.

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I told her, "No, you can't call me that

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because I'm not formally

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trained in psychology."

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But she said, "But you know more about

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people's minds than

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all the psychologists."

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I said, "Right, that's because of this

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technique of split runs."

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So I learned.

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And you've studied the

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human mind for 45 years.

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Okay, so yes, that's part of it too.

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You're absolutely right about that.

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So here we go.

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Was that part of your study?

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I'm sure it was.

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It contributed to a lot of...

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I mean, you could

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literally test the mind.

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That is a huge element in

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studying the human mind.

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I could study the human mind

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like no psychologist could.

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I have...

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Let me put it this way.

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I know emotional responses.

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I know intellectual responses.

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I know the difference between different

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races, different

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occupations, different age groups.

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It all came about through this split

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running, this testing.

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Today they call it A-B

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testing or split testing.

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Right, online.

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Back in the day we

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called them split runs.

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Okay.

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So I was getting out there learning how

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people thought, learning

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their minds, understanding.

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And at all levels, emotional, like I

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said, intellectual, different groups,

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different demographics.

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It was an amazing learning experience

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that I went through.

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Now, in this process of doing split runs,

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not only do you learn about your market,

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learn about their psychology, but you

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also will stumble upon luck.

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Good luck.

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Like what?

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Okay, so here's a couple of examples.

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Going into the Christmas holiday season

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is usually not good for

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publishers in direct mail

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because people are buying information and

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they're more into

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buying gifts at that point.

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So they don't necessarily want to buy

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self-improvement

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information, let's just say.

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They're interested in

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Christmas gifts and what have you.

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So that is a down time for us.

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However, my sophisticated method of

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locating and finding searchers out there

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that I wanted to mail to,

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timing of hitting them

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was very, very important.

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In other words, I wanted

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to get to them quickly.

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I wanted to get to them before other

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publishers got to them.

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So I was sort of forced to mail these

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names out, even going

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into the worst season

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for a publisher in direct

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mail into the Christmas season.

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So going into the Christmas season, I

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told myself, well, I'm

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going to take a loss.

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I'm going to mail first class.

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Now you have to understand, back in the

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70s and 80s, first class

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was just between friends,

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writing friends or adult children writing

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their parents who live on

281
00:09:44,417 --> 00:09:45,334
different sides of the country

282
00:09:45,334 --> 00:09:47,753
or kids away for the first time at

283
00:09:47,753 --> 00:09:49,463
college writing home to their parents and

284
00:09:49,463 --> 00:09:50,381
their parents writing them.

285
00:09:50,798 --> 00:09:51,966
It was a very self-ins.

286
00:09:51,966 --> 00:09:52,174
Before cell phones.

287
00:09:52,883 --> 00:09:53,843
Before text messaging.

288
00:09:54,135 --> 00:09:54,427
Right.

289
00:09:54,510 --> 00:09:55,511
Oh, before all of that.

290
00:09:55,511 --> 00:09:55,720
Right.

291
00:09:55,761 --> 00:09:56,679
So it was a very

292
00:09:56,679 --> 00:09:59,265
intimate sort of dynamic.

293
00:09:59,265 --> 00:10:00,599
It was first class mail.

294
00:10:00,599 --> 00:10:01,767
And that's what it was meant for.

295
00:10:02,601 --> 00:10:05,646
Then the post office for businesses had

296
00:10:05,646 --> 00:10:07,481
designed, had something

297
00:10:07,481 --> 00:10:08,566
called third class mail

298
00:10:08,566 --> 00:10:10,067
or back then you call it bulk mailing.

299
00:10:10,818 --> 00:10:12,528
And that was for all the direct mailers,

300
00:10:12,528 --> 00:10:15,281
all the publishers, all the catalogs,

301
00:10:15,281 --> 00:10:17,366
and all that would mail through bulk mail

302
00:10:17,366 --> 00:10:19,035
or third class mailing.

303
00:10:19,035 --> 00:10:20,786
But first class moved

304
00:10:20,786 --> 00:10:22,997
much faster than third class.

305
00:10:23,622 --> 00:10:26,250
So I'm going into the holiday season.

306
00:10:26,625 --> 00:10:27,877
I say, well, I'm going to take a loss.

307
00:10:28,210 --> 00:10:29,628
I'm going to take a loss to get to my

308
00:10:29,628 --> 00:10:31,881
searchers before other people do.

309
00:10:32,131 --> 00:10:34,258
And I'll go ahead and bite the bullet.

310
00:10:34,258 --> 00:10:35,259
And for the first time,

311
00:10:35,259 --> 00:10:36,844
I'll pay for first class mail.

312
00:10:36,844 --> 00:10:38,596
Now no direct mailers back then mailed

313
00:10:38,596 --> 00:10:41,307
first class, particularly large direct

314
00:10:41,307 --> 00:10:42,600
mailers such as myself.

315
00:10:42,975 --> 00:10:44,143
They all use bulk mail.

316
00:10:44,685 --> 00:10:46,020
So I go ahead.

317
00:10:46,020 --> 00:10:47,438
I'm going to bite the bullet and I mail

318
00:10:47,438 --> 00:10:48,314
first class going

319
00:10:48,314 --> 00:10:49,357
into the holiday season.

320
00:10:51,150 --> 00:10:54,862
To my shocking surprise, not only did it

321
00:10:54,862 --> 00:10:57,907
do as well as the third class mailing,

322
00:10:58,532 --> 00:11:00,201
but it did better.

323
00:11:00,659 --> 00:11:01,243
It did better.

324
00:11:02,119 --> 00:11:04,163
So not only, you know, what I was hoping

325
00:11:04,163 --> 00:11:07,792
for was a trade off in my expenses.

326
00:11:07,792 --> 00:11:09,377
I'm going to pay more, but

327
00:11:09,377 --> 00:11:10,503
I'm going to get to them sooner.

328
00:11:10,836 --> 00:11:11,879
So hopefully that will

329
00:11:11,879 --> 00:11:13,464
offset some of my costs.

330
00:11:13,506 --> 00:11:16,092
Well, it didn't just offset costs.

331
00:11:16,467 --> 00:11:20,137
It was much superior the results as to

332
00:11:20,137 --> 00:11:21,597
the third class, which was shocking.

333
00:11:21,764 --> 00:11:22,723
No one's heard of that before.

334
00:11:23,474 --> 00:11:25,768
Well, here's where I stumbled upon

335
00:11:25,768 --> 00:11:26,936
something which I

336
00:11:26,936 --> 00:11:28,229
categorize as good luck.

337
00:11:28,729 --> 00:11:30,106
I stumbled upon this.

338
00:11:30,773 --> 00:11:32,692
Look, I was a searcher.

339
00:11:33,359 --> 00:11:35,111
I've always been a searcher all my life.

340
00:11:35,111 --> 00:11:36,445
And I know what it's like to be a

341
00:11:36,445 --> 00:11:39,156
searcher, not to just resign to sort of

342
00:11:39,156 --> 00:11:40,324
the way things are out there.

343
00:11:40,616 --> 00:11:42,034
I've always been a searcher.

344
00:11:42,993 --> 00:11:43,452
All my life.

345
00:11:43,452 --> 00:11:47,498
So I'm trying to find searchers out there

346
00:11:47,498 --> 00:11:49,917
who will be on sort of

347
00:11:49,917 --> 00:11:51,335
we'd have a same wavelength,

348
00:11:51,502 --> 00:11:53,295
almost like a soulmate out there.

349
00:11:53,796 --> 00:11:55,256
The searchers are not that common.

350
00:11:55,506 --> 00:11:57,800
So that made me realize the psychology

351
00:11:57,800 --> 00:12:00,052
that I was dealing with.

352
00:12:00,553 --> 00:12:01,345
I'm a searcher.

353
00:12:02,513 --> 00:12:04,515
I'm reaching out to other searchers.

354
00:12:04,890 --> 00:12:07,226
So there is an intimate connection

355
00:12:07,226 --> 00:12:09,603
between us, much more worthy

356
00:12:09,603 --> 00:12:11,480
than bulk or third class mail.

357
00:12:11,522 --> 00:12:13,107
What in those days

358
00:12:13,107 --> 00:12:14,775
people called junk mail.

359
00:12:15,818 --> 00:12:18,362
So here I was up till that point just

360
00:12:18,362 --> 00:12:20,531
doing what all other direct mailers did

361
00:12:20,531 --> 00:12:23,367
and trying to reach on a personal level

362
00:12:23,367 --> 00:12:24,660
another searcher, another

363
00:12:24,660 --> 00:12:26,912
soulmate with junk mail.

364
00:12:27,746 --> 00:12:30,875
Now psychologically first class mail is

365
00:12:30,875 --> 00:12:32,501
what I should have

366
00:12:32,501 --> 00:12:33,419
been mailing all along.

367
00:12:33,419 --> 00:12:34,670
But I stumbled upon

368
00:12:34,670 --> 00:12:37,423
that through my split runs.

369
00:12:37,715 --> 00:12:38,799
How does somebody know if

370
00:12:38,799 --> 00:12:40,468
it's first class or junk mail?

371
00:12:41,510 --> 00:12:42,720
Oh, it was back in the day.

372
00:12:42,720 --> 00:12:43,596
It was very obvious.

373
00:12:43,804 --> 00:12:45,473
You couldn't use for example red and blue

374
00:12:45,473 --> 00:12:47,683
borders for first class.

375
00:12:47,683 --> 00:12:48,893
You couldn't say air mail.

376
00:12:49,101 --> 00:12:49,977
You couldn't say par all

377
00:12:49,977 --> 00:12:51,770
the yon, French for air mail.

378
00:12:51,770 --> 00:12:53,647
You couldn't say Corio Aereo.

379
00:12:53,647 --> 00:12:55,608
So it was like branded first class.

380
00:12:55,941 --> 00:12:56,400
It was branded.

381
00:12:56,650 --> 00:12:57,526
You had a look and feel

382
00:12:57,526 --> 00:12:58,819
like, oh, this is first class.

383
00:12:58,819 --> 00:13:00,237
Well, not only that, but you could just

384
00:13:00,237 --> 00:13:01,989
right away see this

385
00:13:01,989 --> 00:13:03,574
upper right hand corner.

386
00:13:03,574 --> 00:13:05,576
Even before I knew to put all the red and

387
00:13:05,576 --> 00:13:06,535
blue border and all that,

388
00:13:06,869 --> 00:13:08,162
you could just see right away, oh, this

389
00:13:08,162 --> 00:13:08,496
is a first class mail.

390
00:13:08,496 --> 00:13:12,333
So you either have a bill you're fearing

391
00:13:12,333 --> 00:13:14,043
in there or you have

392
00:13:14,043 --> 00:13:15,961
something special from a friend

393
00:13:15,961 --> 00:13:18,756
or a relative or a loved one.

394
00:13:19,173 --> 00:13:20,591
So they're getting

395
00:13:20,591 --> 00:13:21,884
something from a loved one.

396
00:13:21,884 --> 00:13:23,344
Me, I was their loved one.

397
00:13:23,886 --> 00:13:24,720
Do you see what I'm saying?

398
00:13:25,054 --> 00:13:25,221
Okay.

399
00:13:25,304 --> 00:13:27,848
It just changed the whole psychology of

400
00:13:27,848 --> 00:13:29,475
my letter that I was sending out.

401
00:13:29,517 --> 00:13:34,855
Now instead of an advertisement, they're

402
00:13:34,855 --> 00:13:38,609
looking at a love letter from me, a

403
00:13:38,609 --> 00:13:40,236
searcher, to them, a searcher.

404
00:13:40,236 --> 00:13:41,779
I've discovered them at that point.

405
00:13:42,112 --> 00:13:42,988
I've discovered them.

406
00:13:43,656 --> 00:13:45,741
So I switched and I

407
00:13:45,741 --> 00:13:47,284
became the only mailer.

408
00:13:47,660 --> 00:13:49,787
And my business peers

409
00:13:49,787 --> 00:13:50,871
would say, you're nuts.

410
00:13:50,871 --> 00:13:51,372
You're crazy.

411
00:13:51,789 --> 00:13:52,456
And then of course

412
00:13:52,456 --> 00:13:53,999
they try to pick my brain.

413
00:13:54,375 --> 00:13:54,542
Why?

414
00:13:54,750 --> 00:13:56,919
Because bulk mail was much cheaper.

415
00:13:56,919 --> 00:13:57,044
They're saying you're

416
00:13:57,044 --> 00:13:58,462
leaving so much money on the table.

417
00:13:58,504 --> 00:14:00,130
Bulk mail was a fraction of

418
00:14:00,130 --> 00:14:01,340
the cost of first class mail.

419
00:14:01,966 --> 00:14:03,551
But I had my little secret and I tried to

420
00:14:03,551 --> 00:14:04,635
keep it tight to the chest.

421
00:14:05,261 --> 00:14:06,887
And I don't know if it would have

422
00:14:06,887 --> 00:14:07,596
actually worked for

423
00:14:07,596 --> 00:14:08,931
other mailers at that point

424
00:14:08,931 --> 00:14:09,515
because they didn't have

425
00:14:09,515 --> 00:14:10,516
that special connection.

426
00:14:11,016 --> 00:14:12,142
So again, psychology

427
00:14:12,142 --> 00:14:14,061
came into play there.

428
00:14:14,061 --> 00:14:16,230
So that was one example of just stumbling

429
00:14:16,230 --> 00:14:18,148
upon first class mail.

430
00:14:18,148 --> 00:14:19,441
And so what did that do to your business?

431
00:14:21,068 --> 00:14:22,695
Well, it lifted it up to another level.

432
00:14:22,695 --> 00:14:24,029
I expanded rapidly.

433
00:14:24,488 --> 00:14:26,407
Back in those days, you were competing to

434
00:14:26,407 --> 00:14:27,491
get to names before other mailers.

435
00:14:27,533 --> 00:14:30,119
I got to names before any

436
00:14:30,119 --> 00:14:33,789
other mailer by a long shot.

437
00:14:34,248 --> 00:14:36,083
So I was the first to these names, the

438
00:14:36,083 --> 00:14:37,668
names that I wanted, the searchers,

439
00:14:37,668 --> 00:14:38,669
after I did a lot of

440
00:14:38,669 --> 00:14:40,629
computer work and study.

441
00:14:40,921 --> 00:14:43,924
And we had a whole system that is

442
00:14:43,924 --> 00:14:46,302
confidential on how to seek out the

443
00:14:46,302 --> 00:14:47,177
searchers of the world.

444
00:14:48,220 --> 00:14:50,556
So through all that, I got huge

445
00:14:50,556 --> 00:14:52,099
advantages and I rapidly grew.

446
00:14:52,600 --> 00:14:53,434
So that was one example.

447
00:14:53,434 --> 00:14:54,351
Now with that rapid growth,

448
00:14:54,727 --> 00:14:55,477
let me tell you what happened.

449
00:14:55,519 --> 00:14:58,897
All mailers back then would mail more

450
00:14:58,897 --> 00:14:59,898
like the big mailers

451
00:14:59,898 --> 00:15:01,609
would mail quarterly.

452
00:15:01,942 --> 00:15:04,153
I was a quarterly mailer back then to

453
00:15:04,153 --> 00:15:05,696
four times a year, four times a year.

454
00:15:05,863 --> 00:15:07,197
Oh, you do a big mass of

455
00:15:07,197 --> 00:15:08,741
mailing four times a year.

456
00:15:10,492 --> 00:15:14,496
And your your cutoff date, your deadline

457
00:15:14,496 --> 00:15:16,582
would be usually 30 days.

458
00:15:17,499 --> 00:15:18,083
What does that mean?

459
00:15:19,001 --> 00:15:20,502
When by the time you have to place your

460
00:15:20,502 --> 00:15:21,462
order, it's no longer valid.

461
00:15:21,503 --> 00:15:24,006
Okay, so when you get the mail, you have

462
00:15:24,006 --> 00:15:24,923
30 days, two or three days.

463
00:15:24,923 --> 00:15:25,299
30 days.

464
00:15:25,549 --> 00:15:27,635
And that was the standard back then.

465
00:15:27,635 --> 00:15:29,428
No one would ever go less than 30 days.

466
00:15:29,720 --> 00:15:31,221
They think you go less than 30 days,

467
00:15:31,221 --> 00:15:32,222
you're going to lose a bunch of sales.

468
00:15:32,848 --> 00:15:33,974
So that was that was the conventional

469
00:15:33,974 --> 00:15:35,225
thinking back in those days.

470
00:15:35,768 --> 00:15:38,979
So here I am mailing because I'm now

471
00:15:38,979 --> 00:15:40,189
first class, I mail

472
00:15:40,189 --> 00:15:43,025
weekly 52 times a year.

473
00:15:43,400 --> 00:15:43,942
Everyone else is

474
00:15:43,942 --> 00:15:45,069
mailing four times a year.

475
00:15:45,319 --> 00:15:47,488
I'm mailing 52 times a year.

476
00:15:48,364 --> 00:15:50,658
Now that became a logistical problem for

477
00:15:50,658 --> 00:15:53,243
me because I have orders piling up

478
00:15:53,243 --> 00:15:55,621
and or orders overlapping by the time

479
00:15:55,621 --> 00:15:57,039
they mail it back and other mailings

480
00:15:57,039 --> 00:15:58,457
already out and it

481
00:15:58,457 --> 00:15:59,833
and phone calls coming.

482
00:15:59,833 --> 00:16:03,462
It became very difficult initially.

483
00:16:04,296 --> 00:16:07,925
And I thought, well, if I could just get

484
00:16:07,925 --> 00:16:11,387
my deadline down to the same week

485
00:16:11,512 --> 00:16:15,265
they received their mail, it would from

486
00:16:15,265 --> 00:16:16,475
an organizational standpoint,

487
00:16:16,517 --> 00:16:18,769
it would help clean up the nightmare I

488
00:16:18,769 --> 00:16:19,853
was dealing with at the time.

489
00:16:20,145 --> 00:16:21,647
So here's what I decided to do.

490
00:16:21,939 --> 00:16:24,400
I decided to do a split run and I was

491
00:16:24,400 --> 00:16:26,568
saying, well, I can take some loss

492
00:16:26,568 --> 00:16:29,655
and the number of new customers, customer

493
00:16:29,655 --> 00:16:31,365
acquisition, I can take some loss

494
00:16:31,490 --> 00:16:33,909
in exchange for much more

495
00:16:33,909 --> 00:16:36,370
organized, better operations.

496
00:16:36,995 --> 00:16:41,166
So I bit the bullet and I did a cut off

497
00:16:41,166 --> 00:16:42,084
the same week that

498
00:16:42,084 --> 00:16:43,460
they received the mail,

499
00:16:43,502 --> 00:16:47,339
the deadline, and that was considered

500
00:16:47,339 --> 00:16:49,133
suicide to do something like that.

501
00:16:49,842 --> 00:16:51,051
I mean, even just a two week

502
00:16:51,051 --> 00:16:52,302
deadline would be considered

503
00:16:52,302 --> 00:16:55,431
just cutting your orders dramatically.

504
00:16:56,014 --> 00:16:57,933
So here I did it the same week they

505
00:16:57,933 --> 00:17:01,019
received the mail on a Monday or Tuesday.

506
00:17:01,019 --> 00:17:02,229
I would shoot for Tuesday.

507
00:17:02,229 --> 00:17:03,856
That was the best day to receive a mail

508
00:17:03,856 --> 00:17:06,400
with that Friday of a cut off date,

509
00:17:07,317 --> 00:17:08,610
of an expiration date.

510
00:17:10,487 --> 00:17:11,280
So I thought, okay,

511
00:17:11,280 --> 00:17:12,322
well, here come the orders.

512
00:17:13,198 --> 00:17:15,868
How much am I going to lose?

513
00:17:15,868 --> 00:17:16,577
How much money am I

514
00:17:16,577 --> 00:17:17,828
going to lose by doing this?

515
00:17:18,787 --> 00:17:22,332
Well, lo and behold, it didn't even match

516
00:17:22,332 --> 00:17:24,543
the numbers of this split test.

517
00:17:25,377 --> 00:17:27,129
It dramatically improved the numbers.

518
00:17:28,088 --> 00:17:31,049
So basically a searcher to a searcher,

519
00:17:31,300 --> 00:17:33,093
first class mail, I'm saying,

520
00:17:33,093 --> 00:17:33,927
look, if you're serious

521
00:17:33,927 --> 00:17:35,554
to join me, let's do it.

522
00:17:35,554 --> 00:17:36,889
Let's not diddle-dally around.

523
00:17:37,473 --> 00:17:38,640
Let's do it right now.

524
00:17:39,892 --> 00:17:41,185
The actual number of

525
00:17:41,185 --> 00:17:43,228
orders increased at that point.

526
00:17:43,520 --> 00:17:45,230
So that was never expected.

527
00:17:45,606 --> 00:17:47,649
That's good luck that I stumbled upon.

528
00:17:48,067 --> 00:17:49,193
I stumbled upon that.

529
00:17:49,193 --> 00:17:51,653
I was just doing the deadline to try to

530
00:17:51,653 --> 00:17:52,738
get better organizational

531
00:17:52,738 --> 00:17:54,031
control over my company.

532
00:17:54,573 --> 00:17:56,450
It turns out it's actually a booth.

533
00:17:56,450 --> 00:17:56,992
Now, a lot of people

534
00:17:56,992 --> 00:17:57,868
have copied me since,

535
00:17:58,494 --> 00:17:59,328
because I'm always on the

536
00:17:59,328 --> 00:18:00,204
front end of these things.

537
00:18:00,204 --> 00:18:02,206
People see what works for me, and they

538
00:18:02,206 --> 00:18:03,540
turn around and do it themselves.

539
00:18:03,540 --> 00:18:05,250
Well, now online they do

540
00:18:05,250 --> 00:18:08,170
like 10 minutes or 5 minutes.

541
00:18:08,504 --> 00:18:10,130
Yeah, they all, but I'm the one who

542
00:18:10,130 --> 00:18:11,089
originated all of that.

543
00:18:11,089 --> 00:18:12,883
So you started the short deadline.

544
00:18:13,175 --> 00:18:13,217
I started it all.

545
00:18:13,217 --> 00:18:13,717
That's crazy.

546
00:18:14,301 --> 00:18:14,510
Yeah.

547
00:18:15,511 --> 00:18:16,178
Everybody does that.

548
00:18:16,428 --> 00:18:17,221
Everybody does that.

549
00:18:17,221 --> 00:18:18,847
Yeah, no, I know, because it works.

550
00:18:19,389 --> 00:18:21,016
But I didn't know it worked.

551
00:18:21,016 --> 00:18:23,018
I didn't go into that test with the

552
00:18:23,018 --> 00:18:24,269
thought it was going to work.

553
00:18:24,520 --> 00:18:25,979
I went into it thinking, well, how much

554
00:18:25,979 --> 00:18:27,064
can I lose to gain

555
00:18:27,064 --> 00:18:28,190
organizational control?

556
00:18:28,690 --> 00:18:30,692
And as a result, my business boomed,

557
00:18:30,984 --> 00:18:33,320
and that is stumbling accidentally or

558
00:18:33,320 --> 00:18:35,489
incidentally onto good luck.

559
00:18:36,281 --> 00:18:37,616
So how's that controlling luck?

560
00:18:38,951 --> 00:18:41,286
Oh, because the more you do

561
00:18:41,286 --> 00:18:42,788
split runs and split tests,

562
00:18:43,372 --> 00:18:45,124
the more you're going to stumble upon

563
00:18:45,124 --> 00:18:47,960
these incidental situations.

564
00:18:48,252 --> 00:18:50,337
And that brings over the decades I

565
00:18:50,337 --> 00:18:52,297
brought so much good luck into my company

566
00:18:52,297 --> 00:18:54,800
through these incidentals, through these

567
00:18:54,800 --> 00:18:56,718
things that were never even seen before,

568
00:18:56,718 --> 00:18:58,554
because you can't see them.

569
00:18:58,971 --> 00:18:59,513
They're beyond.

570
00:18:59,513 --> 00:19:00,806
You don't know what you don't know.

571
00:19:01,139 --> 00:19:03,392
And you can't see these things out there,

572
00:19:03,392 --> 00:19:04,476
but your massive split runs,

573
00:19:04,518 --> 00:19:07,813
and I know you're starting webinars now,

574
00:19:08,146 --> 00:19:09,940
and you're doing testing on Facebook,

575
00:19:10,232 --> 00:19:11,400
and that's one of the things I'm going to

576
00:19:11,400 --> 00:19:13,527
require of you to go crazy

577
00:19:13,527 --> 00:19:16,780
on your split testing to

578
00:19:16,780 --> 00:19:19,199
draw leads into your webinars,

579
00:19:19,408 --> 00:19:20,409
because you will stumble

580
00:19:20,409 --> 00:19:23,161
upon situations you'll never,

581
00:19:23,161 --> 00:19:24,454
in any other way,

582
00:19:24,454 --> 00:19:26,331
shape, or form, stumble onto,

583
00:19:26,331 --> 00:19:27,416
and that's bringing good

584
00:19:27,416 --> 00:19:28,292
luck into your business.

585
00:19:28,542 --> 00:19:29,501
By the way, over the

586
00:19:29,501 --> 00:19:31,420
years, people have said,

587
00:19:31,628 --> 00:19:32,462
"How do you get so lucky, Mark?

588
00:19:32,504 --> 00:19:34,423
What's your secret?

589
00:19:34,423 --> 00:19:37,467
What do you do to get these good luck in

590
00:19:37,467 --> 00:19:38,594
your business all the time?"

591
00:19:39,011 --> 00:19:41,388
I just smiled, and I know the answer,

592
00:19:41,597 --> 00:19:42,973
which I'm giving to you now,

593
00:19:43,432 --> 00:19:46,935
is massive split testing.

594
00:19:47,811 --> 00:19:49,605
By the way, you're teaching that free web

595
00:19:49,605 --> 00:19:51,189
class that is just incredible.

596
00:19:51,481 --> 00:19:53,025
I want you to put the link below, because

597
00:19:53,025 --> 00:19:54,192
people need to go to that.

598
00:19:55,068 --> 00:19:55,819
It's incredible.

599
00:19:56,194 --> 00:19:57,446
I mean, you learn so much.

600
00:19:57,446 --> 00:19:58,405
You cannot miss it.

601
00:19:58,739 --> 00:19:59,489
But I want to say something.

602
00:19:59,489 --> 00:20:01,700
I picked up something that happened to

603
00:20:01,700 --> 00:20:03,911
you, and you're advertising.

604
00:20:05,871 --> 00:20:07,915
It wasn't even planned.

605
00:20:07,915 --> 00:20:08,206
You weren't even

606
00:20:08,206 --> 00:20:09,625
searching for this information.

607
00:20:10,334 --> 00:20:13,211
But you're standing on a gold mine.

608
00:20:13,503 --> 00:20:15,464
You are standing on a gold mine, and it

609
00:20:15,464 --> 00:20:18,216
happened just by accident

610
00:20:18,926 --> 00:20:21,803
because of your split testing.

611
00:20:22,346 --> 00:20:24,389
On the bottom of one of your ads, you

612
00:20:24,389 --> 00:20:25,474
just put the NeoThink logo.

613
00:20:26,516 --> 00:20:30,771
All of a sudden, those leads not only

614
00:20:30,771 --> 00:20:31,980
pull more numbers

615
00:20:31,980 --> 00:20:34,608
than your other ad leads,

616
00:20:35,442 --> 00:20:38,362
but they were warm leads because there

617
00:20:38,362 --> 00:20:40,489
are people out there over the decades

618
00:20:40,489 --> 00:20:42,616
who have gotten involved in NeoThink.

619
00:20:43,659 --> 00:20:47,537
There's millions of them, and even more

620
00:20:47,537 --> 00:20:49,498
so, there's many times that

621
00:20:49,539 --> 00:20:52,000
who have received my letters over the

622
00:20:52,000 --> 00:20:56,213
years who are warmed up to the NeoThink,

623
00:20:56,213 --> 00:20:58,757
but they haven't become actual members.

624
00:20:59,383 --> 00:21:02,761
Then you have those two million members

625
00:21:02,761 --> 00:21:04,846
out there, so they see NeoThink,

626
00:21:05,514 --> 00:21:07,557
and that's going to draw in a lot more

627
00:21:07,557 --> 00:21:10,060
leads, which you just stumbled upon

628
00:21:10,060 --> 00:21:12,062
on your split run just because you

629
00:21:12,062 --> 00:21:13,188
happened to put the NeoThink logo

630
00:21:13,188 --> 00:21:14,481
at the bottom of one of them.

631
00:21:14,523 --> 00:21:18,902
You didn't even put

632
00:21:18,902 --> 00:21:20,278
that on there to test it.

633
00:21:20,696 --> 00:21:21,822
As a matter of fact, if I remember

634
00:21:21,822 --> 00:21:23,115
correctly, you just put it on there.

635
00:21:23,115 --> 00:21:24,032
You didn't even split run it.

636
00:21:24,408 --> 00:21:24,908
Then all of a sudden,

637
00:21:24,908 --> 00:21:26,201
through legacy data, you're like,

638
00:21:26,493 --> 00:21:27,202
"Wait, this is pulling

639
00:21:27,202 --> 00:21:28,954
so much more than before."

640
00:21:29,329 --> 00:21:31,456
Then these leads come in, and you get

641
00:21:31,456 --> 00:21:33,417
more orders because they're warm leads.

642
00:21:33,417 --> 00:21:34,334
They're not pulled leads.

643
00:21:34,960 --> 00:21:37,796
It was an accident, or I got lucky.

644
00:21:38,505 --> 00:21:39,339
You got lucky.

645
00:21:39,339 --> 00:21:40,424
You brought good luck, and

646
00:21:40,424 --> 00:21:41,842
how did the luck come to you?

647
00:21:42,509 --> 00:21:43,260
You were just testing a

648
00:21:43,260 --> 00:21:44,011
bunch of random stuff.

649
00:21:44,011 --> 00:21:44,803
That's it, man.

650
00:21:45,512 --> 00:21:47,431
I'm telling you, this is

651
00:21:47,431 --> 00:21:49,266
how you bring good luck,

652
00:21:49,641 --> 00:21:50,308
and then people are going to

653
00:21:50,308 --> 00:21:51,977
say, "How do you get so lucky?"

654
00:21:53,603 --> 00:21:55,564
If you try this, you're going to be that

655
00:21:55,564 --> 00:21:56,648
person where people say,

656
00:21:56,648 --> 00:21:58,233
"How did you get so lucky?"

657
00:21:58,817 --> 00:21:59,526
This is the key.

658
00:21:59,943 --> 00:22:02,487
What's beautiful about it is not only are

659
00:22:02,487 --> 00:22:04,740
you getting these incidentals out there

660
00:22:04,740 --> 00:22:06,158
that turn out to be good

661
00:22:06,158 --> 00:22:08,493
luck, but you're learning so much.

662
00:22:08,493 --> 00:22:12,748
As I said, my father's wife used to say,

663
00:22:12,998 --> 00:22:14,458
"You're a world-class psychologist."

664
00:22:15,042 --> 00:22:17,252
Because, see, you get in and you learn

665
00:22:17,252 --> 00:22:20,130
how people think and how they feel.

666
00:22:20,672 --> 00:22:21,590
That makes you more and

667
00:22:21,590 --> 00:22:23,759
more powerful as a marketer.

668
00:22:24,217 --> 00:22:25,469
I'll give you one little example.

669
00:22:26,803 --> 00:22:30,432
I went with my sister back in the day to

670
00:22:30,432 --> 00:22:33,185
Fifth Avenue Advertising Agency,

671
00:22:33,185 --> 00:22:35,395
world-class, one of the top advertising

672
00:22:35,395 --> 00:22:36,480
agencies in the world.

673
00:22:36,480 --> 00:22:38,648
I wanted to see, what if I brought

674
00:22:38,648 --> 00:22:39,941
Neothink to these guys?

675
00:22:39,941 --> 00:22:41,026
What could they do with it?

676
00:22:41,443 --> 00:22:45,572
These guys had huge clients, and I sat

677
00:22:45,572 --> 00:22:47,199
down in a big boardroom,

678
00:22:47,199 --> 00:22:49,743
fancy building, big oval shape with

679
00:22:49,743 --> 00:22:52,496
several top advertisers

680
00:22:52,496 --> 00:22:54,247
sitting around the table.

681
00:22:54,247 --> 00:22:55,499
They're telling me all these things they

682
00:22:55,499 --> 00:22:58,251
can do for Neothink and my Neothink books

683
00:22:58,502 --> 00:23:01,004
and how they can advertise these and make

684
00:23:01,004 --> 00:23:02,422
it more public and so on.

685
00:23:02,923 --> 00:23:04,091
They're showing me all

686
00:23:04,091 --> 00:23:05,467
these potential campaigns.

687
00:23:05,509 --> 00:23:08,553
Then I would ask them some questions.

688
00:23:09,012 --> 00:23:12,057
I would say, "How do you know?"

689
00:23:12,641 --> 00:23:14,726
Or, "Why do you go in this direction?

690
00:23:14,726 --> 00:23:15,519
What do you know about

691
00:23:15,519 --> 00:23:17,062
the person you're targeting?

692
00:23:17,312 --> 00:23:18,438
What do you know about their mind?"

693
00:23:19,856 --> 00:23:22,651
It was just a big stare of silence.

694
00:23:23,318 --> 00:23:24,069
"What do you mean?

695
00:23:24,069 --> 00:23:25,153
These are just our ideas.

696
00:23:26,947 --> 00:23:30,575
I'm sure it will work. You're sure how."

697
00:23:31,368 --> 00:23:33,078
These top marketers in the world at the

698
00:23:33,078 --> 00:23:34,496
time, on Fifth Avenue,

699
00:23:34,538 --> 00:23:36,873
they were just guessing.

700
00:23:37,624 --> 00:23:39,000
More or less. They're

701
00:23:39,000 --> 00:23:40,460
experts, but you know what?

702
00:23:41,211 --> 00:23:43,171
They're working with other people's

703
00:23:43,171 --> 00:23:44,172
money, with my money.

704
00:23:44,423 --> 00:23:44,923
They're going to be working

705
00:23:44,923 --> 00:23:46,591
with my money to figure it out.

706
00:23:47,509 --> 00:23:49,886
I'm not down with that.

707
00:23:50,637 --> 00:23:54,599
I want to work with my money with insight

708
00:23:54,599 --> 00:23:57,060
into who I'm reaching.

709
00:23:58,520 --> 00:24:00,772
At the time, I was not

710
00:24:00,772 --> 00:24:03,442
some Fortune 500 company

711
00:24:03,483 --> 00:24:07,654
that could blow $50 million or $20

712
00:24:07,654 --> 00:24:09,781
million on this ad campaign.

713
00:24:09,823 --> 00:24:10,991
That's not who I was.

714
00:24:11,408 --> 00:24:13,201
I had to know each step of the way by

715
00:24:13,201 --> 00:24:14,494
penetrating the minds

716
00:24:14,494 --> 00:24:18,623
of those whom I'm reaching to know if I'm

717
00:24:18,623 --> 00:24:20,208
on the right track or the wrong track.

718
00:24:20,208 --> 00:24:20,876
If I'm on the wrong

719
00:24:20,876 --> 00:24:21,918
track, I can change it.

720
00:24:22,085 --> 00:24:23,503
If I'm on the right track, I can move

721
00:24:23,503 --> 00:24:24,462
further in that direction

722
00:24:24,504 --> 00:24:27,507
to improve it more, and then through

723
00:24:27,507 --> 00:24:30,468
split run, through split testing,

724
00:24:30,802 --> 00:24:33,388
I can either go more in a certain

725
00:24:33,388 --> 00:24:34,556
direction or move away

726
00:24:34,556 --> 00:24:35,515
from a certain direction.

727
00:24:36,266 --> 00:24:37,267
These guys just want to

728
00:24:37,267 --> 00:24:39,561
get a big wad of money,

729
00:24:40,020 --> 00:24:42,522
spin it on an idea, and see how it does.

730
00:24:44,065 --> 00:24:45,192
I was not comfortable with

731
00:24:45,192 --> 00:24:47,068
that. I called the meeting.

732
00:24:47,068 --> 00:24:47,652
I said, "Guys, it's

733
00:24:47,652 --> 00:24:48,403
not going to work out."

734
00:24:48,737 --> 00:24:49,738
"Well, we're not done

735
00:24:49,738 --> 00:24:50,530
yet with our presentation."

736
00:24:50,864 --> 00:24:52,073
"Well, no. It's just

737
00:24:52,073 --> 00:24:52,991
not going to work out."

738
00:24:53,533 --> 00:24:55,035
Okay, so that's how

739
00:24:55,035 --> 00:24:56,369
it works for business.

740
00:24:56,661 --> 00:24:57,662
You just test a bunch

741
00:24:57,662 --> 00:24:58,580
of different things,

742
00:24:59,122 --> 00:25:00,957
and then you will increase your

743
00:25:00,957 --> 00:25:04,711
probability or likelihood

744
00:25:04,711 --> 00:25:08,089
of being successful stumbling upon

745
00:25:08,089 --> 00:25:10,634
something that's considered luck.

746
00:25:11,218 --> 00:25:13,386
That's how you control luck.

747
00:25:13,970 --> 00:25:17,265
That is. However, the

748
00:25:17,265 --> 00:25:19,434
luck part is just a bonus

749
00:25:19,517 --> 00:25:21,478
because what's really going on

750
00:25:21,519 --> 00:25:23,480
and why I say if you want to be

751
00:25:23,480 --> 00:25:25,649
successful, you have to take this path.

752
00:25:26,566 --> 00:25:27,817
You need to test,

753
00:25:28,151 --> 00:25:30,320
test, test, and then test.

754
00:25:30,737 --> 00:25:34,199
It's in your DNA, man. You have to test.

755
00:25:34,908 --> 00:25:35,575
Always. Everything

756
00:25:35,575 --> 00:25:36,785
you do has to be a test.

757
00:25:37,035 --> 00:25:38,161
If you have an idea,

758
00:25:38,620 --> 00:25:39,621
let's say about a headline,

759
00:25:40,664 --> 00:25:41,957
don't just come up with an idea.

760
00:25:42,332 --> 00:25:44,751
Come up with a test, a split run, so you

761
00:25:44,751 --> 00:25:46,086
can test that against the control.

762
00:25:46,419 --> 00:25:48,088
Or you can test it six different ways.

763
00:25:48,505 --> 00:25:49,673
You need to always test, and the

764
00:25:49,673 --> 00:25:50,465
beautiful thing about online

765
00:25:50,507 --> 00:25:52,342
is how easy testing is.

766
00:25:53,009 --> 00:25:55,637
It's much simpler than direct mail was.

767
00:25:55,929 --> 00:25:57,180
So you can test more,

768
00:25:57,180 --> 00:25:58,890
and you can test faster,

769
00:25:59,140 --> 00:26:00,600
and get your response right away.

770
00:26:01,059 --> 00:26:02,435
It's a wonderful thing. It's

771
00:26:02,435 --> 00:26:04,062
a beautiful field to be in.

772
00:26:04,354 --> 00:26:06,064
That is going to be your greatest asset

773
00:26:06,064 --> 00:26:08,483
to success is test, test, test, test.

774
00:26:09,567 --> 00:26:10,694
The incidental will be

775
00:26:10,694 --> 00:26:11,903
these things you stumble upon,

776
00:26:12,153 --> 00:26:13,363
which are really good luck,

777
00:26:13,697 --> 00:26:14,698
and that's the way you bring

778
00:26:14,698 --> 00:26:15,782
good luck into your business.

779
00:26:16,241 --> 00:26:18,493
Now, by doing all these split tests, too,

780
00:26:18,493 --> 00:26:20,161
you get bad luck out of your business.

781
00:26:20,620 --> 00:26:21,871
Because bad luck is spending like those

782
00:26:21,871 --> 00:26:23,248
Fifth Avenue advertisers

783
00:26:23,498 --> 00:26:26,543
spending a lot of money on a campaign,

784
00:26:27,502 --> 00:26:29,045
and then the campaign fails.

785
00:26:29,879 --> 00:26:32,007
That's bad luck. You avoid that.

786
00:26:32,340 --> 00:26:33,967
You are basically getting

787
00:26:33,967 --> 00:26:35,677
bad luck out of your path

788
00:26:36,136 --> 00:26:37,512
by doing split runs, by

789
00:26:37,512 --> 00:26:39,973
doing split testing constantly.

790
00:26:40,473 --> 00:26:42,100
Anything that's not working, you're going

791
00:26:42,100 --> 00:26:43,435
to spend minimal money on that,

792
00:26:43,435 --> 00:26:44,894
and it goes away as you

793
00:26:44,894 --> 00:26:45,979
move in the other direction.

794
00:26:46,521 --> 00:26:48,398
So you get bad luck out of your company,

795
00:26:48,773 --> 00:26:49,649
and you bring good

796
00:26:49,649 --> 00:26:50,775
luck into your company,

797
00:26:50,775 --> 00:26:51,818
all while learning

798
00:26:51,818 --> 00:26:53,236
who you're marketing to,

799
00:26:53,236 --> 00:26:55,155
what works and what doesn't work and why.

800
00:26:55,613 --> 00:26:58,742
This is truly a key to marketing success.

801
00:26:59,492 --> 00:27:01,161
Wow, okay. So test, test,

802
00:27:01,161 --> 00:27:02,495
test is the lesson here,

803
00:27:02,746 --> 00:27:03,455
and then you don't have

804
00:27:03,455 --> 00:27:07,584
to be controlled by luck,

805
00:27:07,584 --> 00:27:10,503
and you can control luck by test, test,

806
00:27:11,046 --> 00:27:12,213
testing, and then testing.

807
00:27:12,505 --> 00:27:13,923
Right, and get rid of the bad luck.

808
00:27:14,507 --> 00:27:15,633
Bad luck will bring down businesses,

809
00:27:15,842 --> 00:27:16,551
but you're going to be

810
00:27:16,551 --> 00:27:19,137
minimally affected by bad luck

811
00:27:19,512 --> 00:27:22,098
through these cost-efficient split runs,

812
00:27:22,640 --> 00:27:25,393
and the campaigns that aren't working,

813
00:27:26,019 --> 00:27:27,520
you have a small investment in that,

814
00:27:27,520 --> 00:27:28,438
you drop it, and you

815
00:27:28,438 --> 00:27:29,397
move in the other direction.

816
00:27:30,190 --> 00:27:31,483
Okay, and so we talked

817
00:27:31,483 --> 00:27:32,650
about how it applies,

818
00:27:32,650 --> 00:27:33,902
how to control luck in business,

819
00:27:33,902 --> 00:27:34,986
but what about your

820
00:27:34,986 --> 00:27:37,113
personal life and other areas?

821
00:27:37,113 --> 00:27:37,822
Does this also work?

822
00:27:37,822 --> 00:27:38,531
You can use this at

823
00:27:38,531 --> 00:27:39,783
any age, on any level,

824
00:27:40,033 --> 00:27:40,700
let's say in the

825
00:27:40,700 --> 00:27:42,494
romantic field, on dates,

826
00:27:42,535 --> 00:27:43,745
if you're a young

827
00:27:43,745 --> 00:27:45,622
man, or in your marriage,

828
00:27:45,622 --> 00:27:47,916
if you're a middle-aged man, you can do

829
00:27:47,916 --> 00:27:48,583
it with your children.

830
00:27:48,958 --> 00:27:49,834
I would do this with you

831
00:27:49,834 --> 00:27:51,127
guys when you were growing up.

832
00:27:51,461 --> 00:27:52,045
I would say, "All right,

833
00:27:52,045 --> 00:27:53,171
if I take this approach,

834
00:27:53,171 --> 00:27:54,923
let's see how they respond, and let's

835
00:27:54,923 --> 00:27:55,882
take this approach."

836
00:27:55,882 --> 00:27:57,092
And I'll tell you one,

837
00:27:57,092 --> 00:27:57,926
that just real quickly,

838
00:27:57,926 --> 00:28:00,261
it really made a huge difference.

839
00:28:00,720 --> 00:28:05,266
It's in disciplining, and I would say,

840
00:28:05,266 --> 00:28:06,393
let's say if one of you

841
00:28:06,393 --> 00:28:07,477
children came up with kind of a,

842
00:28:07,519 --> 00:28:09,562
sort of an irrational

843
00:28:09,562 --> 00:28:12,065
response to something,

844
00:28:12,565 --> 00:28:14,234
I could be firm and

845
00:28:14,234 --> 00:28:16,236
disciplined, that's one approach,

846
00:28:16,611 --> 00:28:18,446
and I could see your response.

847
00:28:18,947 --> 00:28:19,656
And the other approach

848
00:28:19,656 --> 00:28:22,867
was, I listened to you,

849
00:28:22,867 --> 00:28:24,911
and I would say, "I could

850
00:28:24,911 --> 00:28:26,037
see how that would really,

851
00:28:26,037 --> 00:28:27,497
that would really get me angry too."

852
00:28:28,706 --> 00:28:29,582
Totally disarm you.

853
00:28:29,582 --> 00:28:30,250
By the way, that is

854
00:28:30,250 --> 00:28:31,418
the technique that works.

855
00:28:32,210 --> 00:28:33,461
I totally disarm you,

856
00:28:33,461 --> 00:28:34,212
and all of a sudden,

857
00:28:34,504 --> 00:28:36,339
your little mind, your

858
00:28:36,339 --> 00:28:37,841
defensiveness just goes away,

859
00:28:38,258 --> 00:28:38,758
and then you're

860
00:28:38,758 --> 00:28:40,885
completely open, and then I say,

861
00:28:41,886 --> 00:28:42,887
"But listen, this is

862
00:28:42,887 --> 00:28:44,764
what you should be doing,

863
00:28:44,973 --> 00:28:46,933
although I completely agree with you.

864
00:28:47,142 --> 00:28:49,018
That would make me angry too, Wallace,

865
00:28:49,602 --> 00:28:51,980
but we don't want to act on that.

866
00:28:51,980 --> 00:28:53,314
This is how we need to deal with it."

867
00:28:53,857 --> 00:28:55,483
It made a huge difference, and that was a

868
00:28:55,483 --> 00:28:56,818
little split run I ran on you.

869
00:28:57,110 --> 00:28:58,903
You see, you can run split runs.

870
00:28:58,903 --> 00:29:00,738
So this is parenting gold right here.

871
00:29:00,738 --> 00:29:01,781
It's parenting gold, and

872
00:29:01,781 --> 00:29:03,491
it absolutely is the way

873
00:29:03,491 --> 00:29:04,534
to parent children.

874
00:29:05,243 --> 00:29:06,828
You tell them when

875
00:29:06,828 --> 00:29:07,912
they're upset about something,

876
00:29:07,912 --> 00:29:09,998
instead of overpowering them, which is

877
00:29:09,998 --> 00:29:13,793
sort of the instinct of a parent,

878
00:29:13,793 --> 00:29:14,586
like, "Why is that?"

879
00:29:15,503 --> 00:29:16,671
Because you want

880
00:29:16,671 --> 00:29:21,801
immediate and solid results.

881
00:29:22,260 --> 00:29:23,136
So you think, "Well, if

882
00:29:23,136 --> 00:29:24,471
I just raise my voice,

883
00:29:25,138 --> 00:29:26,514
and I'm really firm, they're going to

884
00:29:26,514 --> 00:29:29,142
know that that's not right,

885
00:29:29,142 --> 00:29:30,477
and therefore I taught them a lesson."

886
00:29:31,519 --> 00:29:33,313
But what you really do is you just bottle

887
00:29:33,313 --> 00:29:34,731
up things inside of them

888
00:29:34,731 --> 00:29:35,356
when you do that,

889
00:29:35,356 --> 00:29:36,566
because you shut them down.

890
00:29:37,442 --> 00:29:40,320
And I can't take credit for this.

891
00:29:40,320 --> 00:29:41,654
I actually read this

892
00:29:41,654 --> 00:29:42,822
in parenting magazines,

893
00:29:42,822 --> 00:29:44,657
so I gave it a shot, a little split run.

894
00:29:45,408 --> 00:29:49,245
So when one of you was really upset,

895
00:29:50,371 --> 00:29:52,332
I tried this technique,

896
00:29:52,332 --> 00:29:53,500
and it just blew me away.

897
00:29:53,500 --> 00:29:56,294
I'm like, "You know, yeah, that would

898
00:29:56,294 --> 00:29:57,462
really make me mad too."

899
00:29:58,505 --> 00:30:00,840
Boom! All the defensiveness went away.

900
00:30:00,840 --> 00:30:01,966
Nothing was bottled up, and you're

901
00:30:01,966 --> 00:30:03,092
completely open to hear

902
00:30:03,092 --> 00:30:04,260
rationality at that point.

903
00:30:05,595 --> 00:30:07,096
That's really interesting, because I

904
00:30:07,096 --> 00:30:08,765
think that carries over,

905
00:30:08,765 --> 00:30:11,059
not just through parenting, but I'm going

906
00:30:11,059 --> 00:30:12,852
to try that more with

907
00:30:12,852 --> 00:30:14,521
my leadership as well.

908
00:30:15,146 --> 00:30:15,396
Yes.

909
00:30:15,897 --> 00:30:18,274
And I'll split run that approach.

910
00:30:18,858 --> 00:30:20,151
Split run, and the people

911
00:30:20,151 --> 00:30:21,402
you're dealing with have no idea

912
00:30:21,486 --> 00:30:22,028
you're doing these

913
00:30:22,028 --> 00:30:23,446
business-like split runs with them.

914
00:30:24,072 --> 00:30:25,114
They're very effective.

915
00:30:25,490 --> 00:30:25,907
They're very, very funny pigs.

916
00:30:26,824 --> 00:30:27,492
But you're learning,

917
00:30:27,742 --> 00:30:29,160
and remember I told you,

918
00:30:29,160 --> 00:30:30,995
that's how you get inside the minds of

919
00:30:30,995 --> 00:30:33,623
other people is through split running.

920
00:30:33,623 --> 00:30:34,457
That's why I can...

921
00:30:35,083 --> 00:30:37,252
I don't mean this in a nefarious way,

922
00:30:37,252 --> 00:30:38,127
but I can control

923
00:30:38,127 --> 00:30:39,254
other people's thinking,

924
00:30:39,504 --> 00:30:41,214
because I've done so much split runs.

925
00:30:41,881 --> 00:30:43,299
I know where they're coming

926
00:30:43,299 --> 00:30:44,342
from, what they're thinking,

927
00:30:44,884 --> 00:30:47,971
and I can go in there in such a way I can

928
00:30:47,971 --> 00:30:49,180
bypass their defenses.

929
00:30:49,514 --> 00:30:51,891
That's one of my skills now from all the

930
00:30:51,891 --> 00:30:53,476
decades of doing split runs.

931
00:30:53,851 --> 00:30:55,019
I can go in, I can go

932
00:30:55,019 --> 00:30:55,895
around their defenses.

933
00:30:56,563 --> 00:30:57,522
I mean, people who have

934
00:30:57,522 --> 00:30:59,023
read my trilogy, Super Puzzle,

935
00:30:59,566 --> 00:31:00,942
say how emotionally

936
00:31:00,942 --> 00:31:02,777
affected they were from that.

937
00:31:02,777 --> 00:31:03,695
That's because I was going

938
00:31:03,695 --> 00:31:04,904
in and around their defenses,

939
00:31:05,280 --> 00:31:07,365
as opposed to just a straight nonfiction

940
00:31:07,365 --> 00:31:08,741
that's banging up there

941
00:31:08,741 --> 00:31:09,576
against their defenses.

942
00:31:10,159 --> 00:31:15,206
But my fiction goes around their defenses

943
00:31:15,206 --> 00:31:16,332
and really touches them.

944
00:31:16,332 --> 00:31:18,084
Same thing if a young man

945
00:31:18,084 --> 00:31:19,294
or a young woman is dating,

946
00:31:19,711 --> 00:31:21,212
they can do these little split runs.

947
00:31:21,671 --> 00:31:22,964
They figure them out,

948
00:31:22,964 --> 00:31:23,840
what they're going to do,

949
00:31:23,840 --> 00:31:25,633
and how they're going to do it and do it.

950
00:31:26,759 --> 00:31:27,385
Then they're like

951
00:31:27,385 --> 00:31:28,553
little scientists there,

952
00:31:29,137 --> 00:31:30,388
figuring out effective

953
00:31:30,388 --> 00:31:31,639
ways of doing things.

954
00:31:32,140 --> 00:31:33,057
And in the arts.

955
00:31:35,310 --> 00:31:37,437
So, you know, your sister was pretty big

956
00:31:37,437 --> 00:31:39,022
deal in the entertainment field.

957
00:31:39,606 --> 00:31:40,565
She opened for One

958
00:31:40,565 --> 00:31:42,442
Direction during that big smash,

959
00:31:42,442 --> 00:31:43,192
biggest tour ever,

960
00:31:43,735 --> 00:31:45,028
their North American tour.

961
00:31:45,528 --> 00:31:46,487
She opened for them.

962
00:31:46,487 --> 00:31:50,241
She was close with the One Direction guys

963
00:31:50,241 --> 00:31:52,160
and toured with them,

964
00:31:52,160 --> 00:31:52,869
traveled with them.

965
00:31:54,579 --> 00:31:57,915
So she ran into a bit of a problem.

966
00:31:57,915 --> 00:31:59,375
She called me one night.

967
00:31:59,375 --> 00:32:01,127
She goes, "What am I going to do?

968
00:32:01,127 --> 00:32:03,171
They're all girls who come

969
00:32:03,171 --> 00:32:04,422
to the One Direction concerts

970
00:32:04,505 --> 00:32:05,798
and they hate me.

971
00:32:06,007 --> 00:32:07,216
They hate me because I'm

972
00:32:07,216 --> 00:32:08,968
close and I have all my Facebook."

973
00:32:09,802 --> 00:32:12,180
That was before what got

974
00:32:12,180 --> 00:32:13,348
really big after Facebook.

975
00:32:13,765 --> 00:32:13,973
Instagram?

976
00:32:14,724 --> 00:32:16,351
Before Instagram, it was Facebook.

977
00:32:17,310 --> 00:32:19,687
So she said, "What am I going to do?

978
00:32:19,687 --> 00:32:20,563
I get to see it in their

979
00:32:20,563 --> 00:32:21,856
eyes when I'm trying to perform

980
00:32:21,856 --> 00:32:23,358
and they're glaring at me."

981
00:32:24,067 --> 00:32:25,485
So they hated her because

982
00:32:25,485 --> 00:32:27,403
they were kind of jealous of her.

983
00:32:27,820 --> 00:32:28,905
They were totally jealous.

984
00:32:28,905 --> 00:32:30,740
And you'd even see these crazy comments

985
00:32:30,740 --> 00:32:32,200
online, these haters.

986
00:32:32,533 --> 00:32:34,702
It's a big deal for an entertainer to

987
00:32:34,702 --> 00:32:35,578
have all these haters.

988
00:32:36,037 --> 00:32:37,830
They would say nasty things to her

989
00:32:37,830 --> 00:32:38,623
because they were jealous

990
00:32:38,623 --> 00:32:39,540
because she was so close

991
00:32:39,540 --> 00:32:41,626
with the One Direction guys.

992
00:32:42,877 --> 00:32:45,380
So she figured out a split run and

993
00:32:45,380 --> 00:32:46,297
listened to what happened.

994
00:32:47,799 --> 00:32:50,843
So she goes out every night and she's

995
00:32:50,843 --> 00:32:52,929
glared at by these girls who hate her.

996
00:32:52,929 --> 00:32:53,554
And first of all, they

997
00:32:53,554 --> 00:32:54,806
want to see their boys.

998
00:32:54,806 --> 00:32:55,973
They don't want to see her, right?

999
00:32:56,516 --> 00:32:59,310
30,000 by 30,000 girls

1000
00:32:59,310 --> 00:33:01,020
who are just hating her.

1001
00:33:01,229 --> 00:33:02,021
They don't hate on her.

1002
00:33:02,480 --> 00:33:03,648
So then she goes out.

1003
00:33:03,648 --> 00:33:05,024
She figured this out on her own, but it's

1004
00:33:05,024 --> 00:33:06,609
one of these scientific split runs

1005
00:33:06,609 --> 00:33:07,193
that she did.

1006
00:33:07,985 --> 00:33:09,612
She goes out and she pulls

1007
00:33:09,612 --> 00:33:11,531
out her iPhone and she goes,

1008
00:33:12,532 --> 00:33:14,283
"Who wants to see the guys in the back?

1009
00:33:14,283 --> 00:33:15,368
They're just waiting to come out."

1010
00:33:15,827 --> 00:33:17,537
Girls scream, you know, "You need

1011
00:33:17,537 --> 00:33:19,205
earplugs to keep from going deaf."

1012
00:33:19,205 --> 00:33:21,207
I went to a couple of her concerts and

1013
00:33:21,207 --> 00:33:22,500
walked out, barely here.

1014
00:33:23,960 --> 00:33:29,590
But she goes, "Who do you--which guy back

1015
00:33:29,590 --> 00:33:32,176
there do you want to see you?"

1016
00:33:33,302 --> 00:33:36,139
"Nyle or Harry or

1017
00:33:36,139 --> 00:33:37,765
whoever they were, Liam."

1018
00:33:38,307 --> 00:33:39,559
Oh, you got it.

1019
00:33:40,935 --> 00:33:42,019
Who are the other two?

1020
00:33:44,188 --> 00:33:51,154
Anyway, so she said, "How about if I take

1021
00:33:51,154 --> 00:33:52,655
a picture of you right now

1022
00:33:52,655 --> 00:33:55,825
and send it to the boys in the back?"

1023
00:33:56,659 --> 00:33:58,953
30,000 girls went absolutely stunningly

1024
00:33:58,953 --> 00:34:00,163
crazy jumping up and down.

1025
00:34:00,163 --> 00:34:00,705
Instead of just sitting

1026
00:34:00,705 --> 00:34:01,497
there in stone silence

1027
00:34:01,539 --> 00:34:02,582
or jumping up and down.

1028
00:34:02,999 --> 00:34:05,168
So she would take pictures of the

1029
00:34:05,168 --> 00:34:07,295
audience and she would

1030
00:34:07,295 --> 00:34:09,839
send them to the guys.

1031
00:34:11,632 --> 00:34:12,675
Girls loved her after that.

1032
00:34:13,217 --> 00:34:14,051
There was a little split

1033
00:34:14,051 --> 00:34:14,969
run, a little psychology.

1034
00:34:15,219 --> 00:34:16,804
She got inside their minds and figured

1035
00:34:16,804 --> 00:34:18,431
out, "Right now I'm a

1036
00:34:18,431 --> 00:34:19,307
block--I'm a bridge--

1037
00:34:19,724 --> 00:34:21,851
I mean, not a bridge, but a block, a wall

1038
00:34:21,851 --> 00:34:23,770
to the boys in the back.

1039
00:34:24,562 --> 00:34:25,813
What if I become a bridge

1040
00:34:25,813 --> 00:34:27,440
to the boys in the back?"

1041
00:34:27,523 --> 00:34:30,568
A wall versus a bridge, psychology.

1042
00:34:30,943 --> 00:34:31,944
She got in their heads.

1043
00:34:32,403 --> 00:34:33,696
Now she knows those girls.

1044
00:34:35,072 --> 00:34:36,532
Huge turning point in her career.

1045
00:34:37,492 --> 00:34:38,951
So now she got massive.

1046
00:34:39,160 --> 00:34:41,829
She had millions of

1047
00:34:41,829 --> 00:34:42,955
followers on Facebook.

1048
00:34:44,040 --> 00:34:45,374
6 million, 8 million.

1049
00:34:45,583 --> 00:34:47,251
I don't remember now, but massive

1050
00:34:47,251 --> 00:34:49,045
following on Facebook

1051
00:34:49,504 --> 00:34:50,546
because she turned those

1052
00:34:50,546 --> 00:34:51,881
girls from haters to lovers.

1053
00:34:52,924 --> 00:34:54,300
So there's an example of a

1054
00:34:54,300 --> 00:34:56,469
split run in a personal situation.

1055
00:34:56,969 --> 00:34:58,554
I could go on and on,

1056
00:34:58,554 --> 00:34:59,847
but you get the idea here.

1057
00:35:00,431 --> 00:35:02,433
Look at the luck, how that changed her

1058
00:35:02,433 --> 00:35:05,728
from bad luck to amazingly good luck.

1059
00:35:06,437 --> 00:35:09,565
So this is the secret to learning who

1060
00:35:09,565 --> 00:35:10,107
you're after,

1061
00:35:10,399 --> 00:35:11,692
learning about your business,

1062
00:35:11,901 --> 00:35:13,277
how to make it better and better, how to

1063
00:35:13,277 --> 00:35:14,237
get rid of bad luck,

1064
00:35:14,487 --> 00:35:15,488
as she did, for example,

1065
00:35:15,488 --> 00:35:18,658
and the arts, and how to

1066
00:35:18,658 --> 00:35:21,619
manifest good luck in your life.

1067
00:35:22,620 --> 00:35:22,829
Wow.

1068
00:35:24,080 --> 00:35:25,039
And really it just comes

1069
00:35:25,039 --> 00:35:27,333
down to test, test, test.

1070
00:35:27,333 --> 00:35:27,875
That's it.

1071
00:35:28,376 --> 00:35:29,293
Test, test, test.

1072
00:35:29,961 --> 00:35:33,214
Now, in our podcast, Wallace, I've

1073
00:35:33,214 --> 00:35:35,216
decided over the next several podcasts,

1074
00:35:36,008 --> 00:35:40,137
I'm going to deliver life

1075
00:35:40,137 --> 00:35:41,806
lessons to be successful.

1076
00:35:42,515 --> 00:35:46,811
As you know, I'm preparing to

1077
00:35:46,811 --> 00:35:48,479
go on some external podcasts,

1078
00:35:48,688 --> 00:35:52,191
and the big problem I have is they want

1079
00:35:52,191 --> 00:35:56,737
me to define a specific subject matter.

1080
00:35:56,737 --> 00:35:58,322
That's the nature of those podcasts.

1081
00:35:58,698 --> 00:36:01,200
Yeah, it's been kind of tough because you

1082
00:36:01,200 --> 00:36:03,035
literally cover everything.

1083
00:36:03,536 --> 00:36:04,453
That's it, yes.

1084
00:36:04,453 --> 00:36:05,746
Because you use NeoThink.

1085
00:36:06,539 --> 00:36:08,082
NeoThink applies to business, your

1086
00:36:08,082 --> 00:36:08,833
personal life,

1087
00:36:08,833 --> 00:36:11,252
relationships, health, wealth, finances,

1088
00:36:12,420 --> 00:36:15,214
your free time and hobbies, you get into

1089
00:36:15,214 --> 00:36:18,384
philosophy, understand psychology,

1090
00:36:19,218 --> 00:36:21,387
and you created a whole new branch of

1091
00:36:21,387 --> 00:36:22,138
science, of

1092
00:36:22,138 --> 00:36:24,599
psychology, of NeoThink, Neotech.

1093
00:36:24,891 --> 00:36:27,685
As our last podcast, we see how it starts

1094
00:36:27,685 --> 00:36:29,854
here with the individual and just keeps--

1095
00:36:30,980 --> 00:36:31,772
Not only the individual.

1096
00:36:31,772 --> 00:36:33,316
And of course on the societal level too,

1097
00:36:33,316 --> 00:36:34,859
how can we forget immortality?

1098
00:36:35,484 --> 00:36:36,110
That's it, right.

1099
00:36:36,944 --> 00:36:39,280
And it actually starts with the baby, the

1100
00:36:39,280 --> 00:36:40,865
born baby, and how they

1101
00:36:40,865 --> 00:36:42,366
receive knowledge from the world.

1102
00:36:42,909 --> 00:36:44,660
And they are started off in this

1103
00:36:44,660 --> 00:36:46,704
following mode, and it just keeps growing

1104
00:36:46,704 --> 00:36:47,580
and growing and growing

1105
00:36:47,580 --> 00:36:50,875
until we jokingly said, when all is said

1106
00:36:50,875 --> 00:36:52,460
and done with immortality and all that,

1107
00:36:52,668 --> 00:36:55,755
I'll be joining Elon on space exploration

1108
00:36:55,755 --> 00:36:57,423
because it just keeps getting wider and

1109
00:36:57,423 --> 00:36:58,424
wider and broader and broader.

1110
00:36:59,508 --> 00:37:05,264
So how do I narrow down for external

1111
00:37:05,264 --> 00:37:09,185
podcasts beyond our podcasts to a

1112
00:37:09,185 --> 00:37:11,020
specific subject matter?

1113
00:37:11,020 --> 00:37:14,607
It just sells me so short of what I could

1114
00:37:14,607 --> 00:37:15,733
be presenting out there.

1115
00:37:15,733 --> 00:37:17,318
So this has been a little bit of a

1116
00:37:17,318 --> 00:37:20,363
challenge of figuring out how am I going

1117
00:37:20,363 --> 00:37:23,449
to now go out on third party podcasts?

1118
00:37:23,532 --> 00:37:28,329
And so this has been something that we've

1119
00:37:28,329 --> 00:37:29,455
been trying to work through.

1120
00:37:30,539 --> 00:37:31,540
There's a lot more in

1121
00:37:31,540 --> 00:37:32,375
the meet-see eye there.

1122
00:37:33,250 --> 00:37:34,835
But I will say this.

1123
00:37:37,254 --> 00:37:39,799
Somehow, I'm going to

1124
00:37:39,799 --> 00:37:42,093
have to brand myself.

1125
00:37:42,593 --> 00:37:44,178
The one thing is we've been struggling

1126
00:37:44,178 --> 00:37:45,596
and trying to figure out how to brand

1127
00:37:45,596 --> 00:37:47,473
Mark Hamilton out there.

1128
00:37:47,515 --> 00:37:49,809
The one common denominator that we've

1129
00:37:49,809 --> 00:37:52,186
noticed throughout all my

1130
00:37:52,186 --> 00:37:54,230
wide spectrum of knowledge,

1131
00:37:54,230 --> 00:37:55,898
I could be a business guru.

1132
00:37:56,357 --> 00:37:57,525
I could be an intellectual.

1133
00:37:58,234 --> 00:37:59,860
I could be a political slayer.

1134
00:38:01,445 --> 00:38:02,488
There's just so many

1135
00:38:02,488 --> 00:38:04,156
different directions I could go in.

1136
00:38:04,740 --> 00:38:06,742
But then when I stepped back and thought

1137
00:38:06,742 --> 00:38:09,286
about it, what I realized is this.

1138
00:38:10,162 --> 00:38:12,415
The common denominator on all those

1139
00:38:12,415 --> 00:38:16,460
subject matters and beyond is neothink.

1140
00:38:16,502 --> 00:38:19,714
It's teaching people limitless thinking.

1141
00:38:19,964 --> 00:38:21,716
You start off with lower level thinking,

1142
00:38:21,716 --> 00:38:23,050
what I call perceptual thinking.

1143
00:38:23,259 --> 00:38:23,759
See, react.

1144
00:38:24,010 --> 00:38:24,719
You go to work.

1145
00:38:25,177 --> 00:38:26,262
Here are your responsibilities.

1146
00:38:26,554 --> 00:38:27,638
I see them, I react.

1147
00:38:27,638 --> 00:38:28,347
I see I react.

1148
00:38:28,639 --> 00:38:29,140
Get bored.

1149
00:38:29,348 --> 00:38:30,433
Get a routine rut going.

1150
00:38:31,017 --> 00:38:31,892
You're sort of stuck.

1151
00:38:32,101 --> 00:38:33,394
So many people say, "I'm stuck.

1152
00:38:33,394 --> 00:38:34,103
I'm stuck in life."

1153
00:38:34,562 --> 00:38:35,896
That's perceptual or

1154
00:38:35,896 --> 00:38:36,814
lower level thinking.

1155
00:38:36,814 --> 00:38:38,649
Then some people do rise up

1156
00:38:38,649 --> 00:38:40,693
to a higher level thinking.

1157
00:38:40,693 --> 00:38:43,237
It's more impactful, more powerful.

1158
00:38:43,487 --> 00:38:44,822
So it's conceptual thinking,

1159
00:38:45,156 --> 00:38:46,490
where they think in concepts.

1160
00:38:47,491 --> 00:38:49,660
We talked about customer acquisition last

1161
00:38:49,660 --> 00:38:50,578
time and how this

1162
00:38:50,578 --> 00:38:51,996
little bake shop kind of

1163
00:38:51,996 --> 00:38:52,830
had just a lower level

1164
00:38:52,830 --> 00:38:54,123
thinking, just bake shop.

1165
00:38:54,498 --> 00:38:58,294
But if they put some concepts like a

1166
00:38:58,294 --> 00:38:59,503
monitor that shows them

1167
00:38:59,503 --> 00:39:01,297
baking up a big beautiful

1168
00:39:01,297 --> 00:39:03,424
cake or something, that's a concept.

1169
00:39:04,133 --> 00:39:05,176
Throw up another concept.

1170
00:39:05,676 --> 00:39:07,678
Let's get some of that aroma out there on

1171
00:39:07,678 --> 00:39:08,637
the pastures by,

1172
00:39:08,637 --> 00:39:10,389
especially during the heavy

1173
00:39:10,473 --> 00:39:12,349
traffic of foot traffic times.

1174
00:39:13,059 --> 00:39:15,227
That will draw you in.

1175
00:39:15,227 --> 00:39:16,145
That smell will draw you in.

1176
00:39:16,145 --> 00:39:17,021
That's another concept.

1177
00:39:17,605 --> 00:39:18,481
Another concept would

1178
00:39:18,481 --> 00:39:19,732
be touch, feel, taste.

1179
00:39:20,191 --> 00:39:21,192
I have a table.

1180
00:39:21,192 --> 00:39:22,401
They had two employees put one of them

1181
00:39:22,401 --> 00:39:23,652
out front during heavy

1182
00:39:23,652 --> 00:39:25,446
foot traffic time and have

1183
00:39:25,446 --> 00:39:27,406
some sliced up cupcakes or some fresh

1184
00:39:27,406 --> 00:39:30,868
baked bread and have samples for people.

1185
00:39:31,327 --> 00:39:33,037
So those are concepts.

1186
00:39:33,537 --> 00:39:34,705
You bring them together and you kind of

1187
00:39:34,705 --> 00:39:36,957
have a new full picture or

1188
00:39:36,957 --> 00:39:38,125
a NeoThink puzzle picture.

1189
00:39:39,752 --> 00:39:41,420
NeoThink is pulling together concepts

1190
00:39:41,420 --> 00:39:42,671
like puzzle pieces into a

1191
00:39:42,671 --> 00:39:44,173
puzzle picture, something

1192
00:39:44,256 --> 00:39:45,341
new and it's limitless.

1193
00:39:46,258 --> 00:39:47,384
NeoThink is limitless.

1194
00:39:48,010 --> 00:39:48,803
You can keep going and

1195
00:39:48,803 --> 00:39:50,513
going into these breakthroughs.

1196
00:39:51,222 --> 00:39:53,182
So how do I present myself?

1197
00:39:53,182 --> 00:39:54,100
How do I brand myself?

1198
00:39:54,809 --> 00:39:55,893
Well, maybe that's it.

1199
00:39:56,310 --> 00:40:01,190
Maybe brand myself as the discoverer,

1200
00:40:01,190 --> 00:40:03,734
deliverer of NeoThink,

1201
00:40:04,568 --> 00:40:05,820
a limitless thinking.

1202
00:40:06,112 --> 00:40:08,739
It lifts up the powerless into the

1203
00:40:08,739 --> 00:40:10,241
powerful through NeoThink.

1204
00:40:10,241 --> 00:40:11,826
That's how I've helped over 2 million

1205
00:40:11,826 --> 00:40:15,037
people through NeoThink at all levels.

1206
00:40:15,788 --> 00:40:15,996
Right.

1207
00:40:16,288 --> 00:40:16,497
Yeah.

1208
00:40:16,497 --> 00:40:18,874
I mean, that totally makes sense because

1209
00:40:18,874 --> 00:40:22,086
it's you and what the

1210
00:40:22,086 --> 00:40:23,629
results of that is kind of

1211
00:40:23,963 --> 00:40:26,590
you just show somebody how to create an

1212
00:40:26,590 --> 00:40:28,425
extraordinary life for themselves.

1213
00:40:29,426 --> 00:40:32,054
And you also show people how to create an

1214
00:40:32,054 --> 00:40:33,347
extraordinary business.

1215
00:40:34,390 --> 00:40:37,143
One step further is you show people how

1216
00:40:37,143 --> 00:40:37,977
to create an

1217
00:40:37,977 --> 00:40:40,354
extraordinary world, an extraordinary

1218
00:40:40,563 --> 00:40:41,063
society.

1219
00:40:41,480 --> 00:40:41,689
Yes.

1220
00:40:41,772 --> 00:40:44,400
But all of that is through NeoThink

1221
00:40:44,400 --> 00:40:46,235
through a limitless way of thinking.

1222
00:40:46,819 --> 00:40:47,069
Absolutely.

1223
00:40:47,444 --> 00:40:48,154
And look at the shirt

1224
00:40:48,154 --> 00:40:49,321
you're wearing, Immortalis.

1225
00:40:49,613 --> 00:40:50,698
That's our next big move.

1226
00:40:50,698 --> 00:40:51,448
Yeah, baby.

1227
00:40:51,448 --> 00:40:53,367
Yeah, starting a new country with no

1228
00:40:53,367 --> 00:40:54,660
initiatory force through the

1229
00:40:54,660 --> 00:40:55,953
prime laws, our constitution.

1230
00:40:56,662 --> 00:40:57,788
So this is NeoThink.

1231
00:40:57,788 --> 00:40:59,498
So I was trying to brand me

1232
00:40:59,498 --> 00:41:00,583
like, what do we talk about?

1233
00:41:00,583 --> 00:41:01,792
Do I talk about politics?

1234
00:41:01,834 --> 00:41:05,087
Do I talk about intellectual matters?

1235
00:41:05,087 --> 00:41:06,714
Do I talk about business?

1236
00:41:07,089 --> 00:41:08,340
Do I talk about relationships?

1237
00:41:08,966 --> 00:41:10,467
Do I talk about raising children?

1238
00:41:10,759 --> 00:41:12,344
As you can see, I'm pretty good at that.

1239
00:41:13,471 --> 00:41:14,305
What do I talk about?

1240
00:41:15,431 --> 00:41:17,391
What I'm going to talk about now is what

1241
00:41:17,391 --> 00:41:18,893
we're zeroing in on is

1242
00:41:18,893 --> 00:41:20,644
a new way of thinking, a

1243
00:41:20,686 --> 00:41:22,730
limitless way of thinking, NeoThink.

1244
00:41:23,314 --> 00:41:23,522
Right.

1245
00:41:23,856 --> 00:41:24,481
Yeah, that makes sense.

1246
00:41:24,815 --> 00:41:26,984
And I guess the other podcasts, whatever

1247
00:41:26,984 --> 00:41:28,110
their niche is, you

1248
00:41:28,110 --> 00:41:29,069
can talk into that niche.

1249
00:41:29,445 --> 00:41:29,653
Right.

1250
00:41:30,487 --> 00:41:31,739
If it's health, you can talk into health.

1251
00:41:31,739 --> 00:41:32,573
If it's business, you

1252
00:41:32,573 --> 00:41:33,616
can talk into business.

1253
00:41:34,158 --> 00:41:34,366
Yes.

1254
00:41:34,450 --> 00:41:36,577
If it's personal success, personal

1255
00:41:36,577 --> 00:41:38,162
growth, you can do that.

1256
00:41:38,162 --> 00:41:40,498
If it's philosophy, romantic

1257
00:41:40,498 --> 00:41:42,625
relationships, if it's raising your

1258
00:41:42,625 --> 00:41:44,919
children, if it's civilization

1259
00:41:45,419 --> 00:41:48,047
is screwing you over and holding you

1260
00:41:48,047 --> 00:41:49,256
down, holding you back,

1261
00:41:49,715 --> 00:41:50,966
well, we can talk about

1262
00:41:50,966 --> 00:41:52,635
that too, how we're going to free you,

1263
00:41:52,635 --> 00:41:54,053
how we're going to liberate you.

1264
00:41:55,179 --> 00:41:55,554
All right.

1265
00:41:56,722 --> 00:41:58,390
So Wallace, on your

1266
00:41:58,390 --> 00:42:00,434
webinars, I want to go back to that.

1267
00:42:01,560 --> 00:42:03,312
You're sitting on a gold mine and you're

1268
00:42:03,312 --> 00:42:06,398
going to tap that gold mine through what?

1269
00:42:07,274 --> 00:42:07,942
Test, test, test.

1270
00:42:08,400 --> 00:42:09,109
That's it, my man.

1271
00:42:09,527 --> 00:42:11,612
So that is what I'm asking you to do now.

1272
00:42:12,613 --> 00:42:15,324
And I'm asking you to do as well, to be

1273
00:42:15,324 --> 00:42:19,578
successful, test, test, and test.

1274
00:42:20,079 --> 00:42:20,996
And then test some more.

1275
00:42:21,372 --> 00:42:21,914
That's it.

1276
00:42:21,914 --> 00:42:23,624
I want them to go below right now to the

1277
00:42:23,624 --> 00:42:24,667
link to your free web

1278
00:42:24,667 --> 00:42:25,918
class because I'm telling

1279
00:42:26,001 --> 00:42:28,587
you what, it's going to be very, very

1280
00:42:28,587 --> 00:42:30,005
beneficial to your success.

1281
00:42:30,965 --> 00:42:31,173
Yeah.

1282
00:42:31,465 --> 00:42:33,175
It's a free web class.

1283
00:42:33,175 --> 00:42:35,844
I run about once a week and just click on

1284
00:42:35,844 --> 00:42:37,179
the link below or

1285
00:42:37,179 --> 00:42:39,807
somewhere around this video

1286
00:42:39,974 --> 00:42:40,683
will be a link.

1287
00:42:41,016 --> 00:42:41,850
So out with the bad luck

1288
00:42:41,850 --> 00:42:42,810
and with the good luck.

1289
00:42:43,018 --> 00:42:43,519
Let's do it.

1290
00:42:43,852 --> 00:42:44,019
Okay.