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Copy of NOS - Storyteller Training
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Copy of NOS - Storyteller Training

How To Become An Amazing Storyteller

Intro

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How to use this training

Welcome! Remember - you are here for a reason...let's get motivated, excited, and begin this journey towards your success!

Let's kick off by going through some key pointers to keep in mind as you start:

High-Level, Strategic Mindset Points to Ensure your Success

  1. Forget the glamour - we are here for results, not fancy bells and whistles.
  2. ACTION is the only thing that matters. Until it is out of your head and into the universe (ex. writing stuff down, implementing things, etc.) then no action has taken place and no outcomes will change.
  3. Don't get overwhelmed with implementation. Things don't have to be perfect, perfection kills growth and action.
  4. I am here to help guide you and coach you along the way, if you ever have questions feel free to reach out or ask the leaders on your team. Google can answer a lot of questions too.
  5. Move quickly, but don’t cut corners. The speed at which you get through each task will determine the speed at which you will earn more money.
  6. Expect some resistance. There will be challenges along the way. Learning a new skill isn't easy, but it will be worth it.
  7. Forget about what you learned in the past, the more open you are to testing and trying new things, the better.
  8. Take advantage of the opportunity you have in front of you. There are millions of people who would kill to be where you are (alive, healthy, ambitious). Don’t take it for granted, and make the most out of it!

Tactical Points to Help with Execution

  1. Go through the training step by step. Don’t skip anything. Be disciplined.
  2. Do everything as I complete it. Don't watch and simply observe, complete the work with me as I demonstrate it.
  3. Start making videos AS SOON AS POSSIBLE. The more practice the better.
  4. This is meant to be implemented and replicable for your needs. (You can use Notion to COPY any templates or document activities.
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Defining The Role Of A Storyteller

What's a storyteller?

Definition: a teller of stories, a relater of anecdotes, a reciter of tales

Storytelling describes the social and cultural activity of sharing stories, sometimes with improvisation, theatrics, or embellishment. Every culture has its own stories or narratives, which are shared as a means of entertainment, education, cultural preservation, or instilling moral values.

Why do we tell stories?

To connect with people!

We use stories to make sense of our world and to share that understanding with others. They are the signal within the noise.

Stories help us understand each other.

Whether we actually know the individual or not, hearing their story evokes feelings within us. Learning to relate to others and empathize with them is so important in developing social skills and making friends.

What is your role?

As a storyteller, you’ll be in charge of sending out hyper-personalized videos to connect with individuals. The purpose of these video messages is to connect with individuals and elicit a specific call to action. You're a video outreach specialist who helps envoke action in people through real HUMAN CONNECTION + Storytelling.

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Why Storytellers?

4 Ways To Generate Leads

  1. Direct Outreach
    • Free + Targeted (hunting method)
  2. Organic / Content Creation (word of mouth)
    • Free + Broad (baiting method)
  3. Paid Advertising
    • Costly + Broad (baiting method)
  4. Channel Partners (Influencer Marketing)
    • Costly + Less Broad (baiting method)

Problems with most current direct outreach teams

  • Smaller businesses can't afford to pay full-time salaries for an SDR or "lead generation" role, let alone salary a full team of them
  • The alternative is to try and convince these folks to work on commission - the problem with that is they aren't the ones who "close" the deal, so the commission is out of their control and most people aren't willing to do this type of work for long
  • The other option becomes trying to force your closing role salespeople to generate the leads (end-to-end deals) which never works out well and requires more than commission only once again.
  • Lastly, even if they can afford to salary these positions, they still don't know how to properly measure their output so they require wild metrics around "how many interactions go out per day" which slaughters the quality and doesn't produce results.

Why Storyteller teams are different than other direct outreach teams

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  • Storyteller teams are experts at connecting with people, telling stories, and persuading them to take action via a short video message
  • They make hyper-personalized video messages (1:1) directly to your target prospect after having done their research and due diligence. So instead of burning through your best lead list with terrible automated messaging, you are putting quality outreach into each and every person.
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The Value Of Prospecting
  1. The Most Valuable Business Skill Is Prospecting
    • If you can’t do outbound prospecting, you can't be a self-reliant person.
      • Self Reliant people go after more opportunities, hit more video messages, hit more follow-ups, have more conversations, make more offers than anyone else
    • If you stop prospecting, you die
    • Never stop prospecting
  2. Prospecting Before Closing
    • We teach prospecting before closing because it’s necessary to be able to fill your pipeline in ANY endeavor of business. If you are just a closer - you are missing a crucial skill.
    • Closing will get you paid now, prospecting will make you money for a lifetime.
  3. The Death Spiral
    • Stops prospecting and 30 days later, the pipeline dries up. Rep or business owner thinks that the dry pipeline is a result of current activities and loses all motivation, quits, dies poor. LAW OF COMPOUNDING INTEREST.
    • Avoid death spiral at all costs by constantly prospecting. Make it your most disciplined activity every day. DO IT FIRST THING. Before working out.
    • If you hit 3-5 new video messages every day, you will never enter a death spiral.
    • Examples of Death Spiral
      • Goes on a 2-week vacation, comes back to dry pipeline, can’t catch up and make income, quits.
  4. Eating Dirt
    • Prospecting is like eating dirt. It’s not supposed to be fun. Just do it for a few years and you will reap insane incredible results. No one said it would be easy, but it is rewarding.
  5. No One Ever Lost A Deal For Being Too Persistent
    • The good prospects (people who have money and value) have too much going on, so they forget and are grateful for your follow-ups, the poor people have nothing but time, so they get upset enough to get annoyed.
  6. Highly Personalized Messaging vs Mass Messaging
    • Mass messaging and automation have KILLED this area for a lot of businesses
    • The days of LinkedIn automation and scraping email lists and sending 1000s a day are done. I mean do they work? sometimes, out of 1000 messages you may get 2-3 replies. But you kill your domain authority, waste lead lists, waste time and money on BS systems, and get no real results. We have a different method.
    • Tools change, principles do not:
      • Identify the right prospects
      • Finding out where and how they can be reached
      • Utilizing the right platforms for outreach
      • Coming across as a professional that's highly successful
      • Crafting messages/videos that will entice responses
      • Getting people to actually speak to you & book calls once they respond
      • Tracking your messaging and split-testing
      • Finding what is working and scaling it up

Mindset

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Shift Your Habits Immediately
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Being successful in business is hard. It takes commitment and willingness to confront brutal truths while also still having the unwavering belief that the story will end the way you envisioned.

Environment

  • Remove any clutter and throw out anything you haven't touched in 3 months (clothes included).
  • Clean your living space and keep it spotless (or hire someone to).
  • Remove all the clutter on your computer and phone. Delete anything not necessary to your current goals and success.
  • If you have a negative roommate, move.
  • If the people you hang out with regularly aren't working to be successful or doing the things you want to be a part of, find a new group or spend more time alone.
  • If you have a negative partner, break up with them.
  • If you have a negative family, distance yourself and let them learn from you through your actions and how you've changed. You can't help anyone change from staying in the same circumstances.
  • Flood your environment with positivity. Listen to motivational or inspirational audiobooks or videos.
  • Create a quiet, inspirational, uncluttered workspace/grind station. I suggest a standing desk if possible, good lighting, and whatever pictures or posters keep your mind in the right space.

Equipment and Tools

  • Buy some nice clothes or wear anything that makes you feel most confident and ready.
  • Get the fastest internet and ethernet connection in your area - google fiber seems to be best.
  • If you have a bad computer, go buy a better one, here.
  • Buy blue-blocker glasses if you stare at a screen all day here. You can turn night mode on your phone as well.
  • Buy a good quality headphone set, AirPods, a mic, or something to make professional quality videos and calls with.
  • Install Grammarly. Never make a spelling or grammar mistake with customers.

Health & Fitness

  • Buy a Whoop band to track all of your fitness, health, sleep, and recovery. Get 30 days free and a discount here.
  • Workout consistently at least 3+ times per week.
  • Drink water like it's your job.
  • If you drink alcohol, stop.
  • If you do any drugs or smoke, stop.
  • Stop watching any T.V.
  • If you eat unhealthy processed foods, fried foods, or anything with a lot of additives, stop.
  • Put a massive priority on purchasing quality foods for your body to run on. Whole foods, fruits, vegetables, things that are natural, living, and fresh.
  • If you're sick or have chronic pain or illness try fasting and changing diet. A lot stems from food and gut health.
  • Rule of thumb: if whatever you eat takes more than 3 hours to digest, then it's not efficient energy-wise for your body.
  • Plan out 1 perfect day of eating, keep it simple, and eat that same routine every day so there is no guesswork, buy enough groceries to last you the week. Switch it up on weekends if you want.
  • If you have a bad bed, go buy a new mattress or get a foam mattress, here. 
  • Get blackout blinds.
  • Sleep in a pitch-black, 68-degree temp room, avoid having your phone or other distractions in this room. 8 hours in bed doesn't equal 8 hours of sleep.

Other Habits To Instill:

  • Pick up a meditation practice to perform every morning before you start the day.
    • I highly recommend this course: Sadhguru, Sam Harris's App Waking Up, or another simple app like Headspace if you need it.
  • Spend time in nature, spend time in silence.
  • Write down your tasks for tomorrow before you go to bed. PLAN THE DAY. Then write what you're grateful for right when you wake up.
  • Set inexcusable FOCUSED work blocks throughout the day. 2-4 hour blocks.
  • Read at least 2 pages of a book every night and listen to audiobooks (specifically on your current skill set which is sales. This will stimulate new ideas to become an expert in your craft).
  • Journal and reflect once a day.
  • Quit caring about the opinions of other people.
  • Only listen to those who are in a place you would like to be in.
  • If you say you are going to do something, do it. Keeping promises to yourself builds self-confidence.
  • Stretching in the morning.
  • Try some quick breath work or a cold shower to amp you up in the morning.
  • Pay your taxes. (As smart as possible).
  • Download Tiller Money and track all of your financials, here.
  • Remove your biggest distractions: Delete Social Media or whatever is your vice. (unless posting for content and business, don't be a consumer)
  • Exclude any video games, Netflix, YouTube (unless educational), from your weekdays completely.
  • Realize that compounding interest is the most powerful law and that it applies to EVERY action you take, not just in money.
  • Do 3 video outreach messages a day.
  • Get shit done.
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Law of compound interest
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Reverse Engineering Your Goals & KPI's
  • The best way to get to your goal is to understand exactly what you're aiming for and then work backward from there
  • Without clarity, there is no action
  • Without action, there is no progress
  • Without progress, there is no success
  • Get VERY SPECIFIC on what the goal is - let's use an example. Let's say you need to make $2,000 this month from Nadabot outreach, meaning you're getting paid only on commission in this example.
  • To do that you need to book leads for 5 deals that close.
  • To close 5 deals you estimate it's going to be a 20% closing rate so you'll actually need to book 5x the amount of calls to actually hit that number.
  • You estimate you need 25 booked calls this month to hit that number.
  • In order to get 25 booked calls, you know that 1 out of every 5 personal videos you send gets you a booked call.
  • You need to send 125 videos this month at that booking rate and closing rate to hit those numbers.
  • 125 / 30 = 4.1 videos....so let's just say 5 good videos a day this month with get you there.
  • That's ONLY around 1 hour of real work per day - the key is that this actually compounds over those 30 days and next month gets even easier.
  • Pick any goal in your personal life or any KPI you have here for yourself in terms of income and performance and LEARN to always set the targets and reverse engineer them so you're HYPER clear on the INPUTS that are required for you to actually achieve the OUTPUTS
  • Once you know the inputs you just need to do the daily work. If it doesn't work, you readjust the inputs next time once you get new information and you go at it again!
  • Now go hit your goals and KPI's
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Extreme Ownership

Jocko Willink - Extreme ownership: Watch This Video

You should read extreme ownership by Jocko Willink as well (life tip)...but here's the cliffnotes

1. EXTREME OWNERSHIP (E.O.)

A true leader takes 100% ownership of everything in his domain, including the outcome and everything that affects it. This is the most fundamental building block of leadership that cuts across all other principles. It applies to leadership at any level, in any organization.

  • When something goes wrong, a true leader doesn’t find excuses or blame others. He puts aside his ego, takes full responsibility for the outcome, and reviews what he must do differently as a leader to create success. If an under-performer is dragging the team down, it’s the leader’s role to train and mentor the person. If people aren’t doing what they should, it’s the leader’s responsibility to clarify the mission and action plan, get people’s commitment and equip them to perform their roles.
  • Taking E.O. requires that you put aside your own ego and review what you must do differently as a leader to create success. This involves accepting criticisms, securing resources, winning hearts and minds, building clarity and processes, etc.
  • Leadership attitude is contagious. When you demand E.O. of yourself and others, people start to emulate you and the mindset spreads throughout the organization.

2. NO BAD TEAMS, ONLY BAD LEADERS

Leaders fundamentally decide their teams’ level of performance. Under the right leadership, any team can thrive.

3. CLARITY AND BELIEF

As a leader, you must fully understand and believe in a mission, before you can convince others to embrace it and lead them to do what’s needed to succeed.

4. MANAGE YOUR EGO

Great leaders prioritize the wider mission over their personal ego. They’re willing to learn, accept good ideas from others, and own up to their mistakes. They also manage their team members’ egos to keep everyone focused on the team mission.

5. COVER AND MOVE (TEAMWORK)

Cover and Move is a common military tactic, where one team covers while another moves, so they can jointly gain ground. This is all about having different teams working together and supporting one another.

6. KEEP THINGS SIMPLE

Keep your plans simple, so they can be easily communicated, understood, and adjusted in response to real-time changes.

7. PRIORITIZE AND EXECUTE

It can be overwhelming to be faced with many time-sensitive, high-stake problems, all of which may snowball into bigger issues. In such situations, good leaders stay calm, take stock to identify the top priorities, then tackle them one at a time.

8. DECENTRALIZED COMMAND

Break down your teams into groups of 4-5, with a clearly assigned leader for each group. Ensure that leaders at all levels understand the overall mission and immediate goals, including what the team must do and why.

9. SOUND PLANNING

Great leaders ensure there’s a sound planning process that includes  mission clarity, evaluation of options and risks, engagement of all levels, post-action debrief, and systematization of the planning process..

10. LEAD UP AND DOWN THE LINE

Great leaders concurrently lead lead upward (by offering information and updates to help their  leaders understand their work and support them) and lead downward (to help junior leaders and frontline staff to see the bigger picture).

11. BE DECISIVE AMIDST UNCERTAINTY

As a leader, you must be prepared to make the best possible decisions based on available information.

12. DISCIPLINE BRINGS FREEDOM

Discipline doesn’t mean rigidity and is in fact essential for freedom and results.

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Creating A Winning Mindset (+2 Mentality)

Go Suffer

3 Action Steps:

  1. Meditate Everyday
  2. Do something physically hard every day (workouts, cold shower, etc.)....and once every month or two do a boundary pusher (something extremely hard or uncomfortable physically )
  3. Power Hour - 1 hour dedicated work block to CREATING something new, no distractions

My Laws On Mindset:

  • +2 in everything you do (.99^365 and 1.01^365)
  • Diabolically laughing in the face of adversity
  • Don’t give your pain a voice (PHYSICAL ONLY)
  • NO END IN SIGHT POLICY (For stuff that can’t be chunked down)
  • Positive Thought Loops & Mantras (thoughts feed feelings which feed thoughts)
  • Take the longer or harder route (always go around the next tree)
  • Praise your effort not your outcome (wring yourself out)
  • If you are going to do it, FULLY COMMIT (hard becomes easy)
  • Keep the promises you have made to yourself
  • Give yourself rest and occasionally break your own rules
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Mindset Around Sales & Outreach
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YOU HAVE TO CARE ABOUT OTHER PEOPLE - This is the way of the future
  • People are ATTRACTED to CERTAINTY! You must mix certainty with evidence and empathy and you will win over anyone you speak to.
  • Wake up and be grateful
  • Understand you are in control of your emotions and all that happens to you
  • What you think of yourself is far more important than what others think of you
  • People do business with people they KNOW, LIKE, and TRUST. The number one reason a customer buys is because they like the salesperson
  • Be positive, grateful, mindful, respectful, ethical, confident
  • As a salesperson, you are HELPING others by facilitating action in their lives. No matter the outcome, the action is better than inaction in this regard
    • IF your offer isn't genuinely helping people, go fix your offer or find a new one. It's extremely crucial to believe in what you do.
  • Treat every person with respect, you never know who may turn into a referral or lifelong friend down the road
  • Give the same energy and excitement to each new opportunity, pre-conceived notions will destroy salespeople
  • MONEY IS GOOD - get as much of it as possible. Success is literally your duty, the more you can accumulate capital, the more change you can make so long as you have the right intentions. So if you're a good person, get as much money as possible so you can make a real change...it's better with you than with anyone else because with you it can have an impact
  • Quit playing to lose - stop with the 98% effort. Put in the full FOCUSED effort that's required to succeed.
  • Focus on the inputs not the outputs, if you put in more reps and more effort into each interaction the universe will reward you...the compound interest of your actions is a powerful thing.
  • It is OKAY to deem someone as not a good fit or to not want to work with someone. You want to do business with people you like and respect
  • Not everyone is a sale, but everyone has some type of value they can impart on your life
  • Closers come into play WHEN a prospect says "No" ...that's their job

How to build confidence:

  1. Forgive yourself for your past
  2. Start doing what you say you are going to do! (Keep promises to yourself and others)
  3. Set goals and start getting some wins to build momentum

Self confidence comes from keeping the promises we make to ourselves. You will trust yourself and respect yourself...which will turn into loving yourself again.

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The Croc Brain (Pitching)

Too often, when we pitch an idea, product, or project, we instinctively try to appeal to our target’s higher reasoning powers, using logic, facts, numbers, and elegantly-crafted arguments. Unfortunately, our audience is listening to our message through a much more primitive system, one that is based on threat avoidance, novelty seeking, and emotional responses.

Resolving this disconnect is the key to crafting successful pitches.

The Three Levels of the Human Brain

As the human brain developed over millions of years, it evolved from a relatively primitive organ into one that operates with greater complexity.

  • The crocodile brain (“croc brain”) was the first part to develop and is therefore the most primitive. It is focused on survival: fight-or-flight response and emotions. It has been fine-tuned by millions of years of evolution to be hyper-aware of danger, and it does not have a lot of reasoning power.
  • The mid-brain was the second type of brain to develop. It assigns meaning to things and figures out social situations: how people are related to one another, for example.
  • The neocortex was the third and final step in the evolution of the brain. It deals with complex issues and is capable of high-level reasoning.
  1. First, given the limited focus and capacity of the croc brain, up to 90 percent of your message is discarded before it’s passed on up to the midbrain and then on to the neocortex. The crocodile brain just doesn’t process details well, and it only passes along big, obvious chunks of concrete data.
  2. Second, unless your message is presented in such a way that the crocodile brain views it to be new and exciting – it is going to be ignored.
  3. Third, if your pitch is complicated – if it contains abstract language and lacks visual cues – then it is perceived as a threat. Not a threat in the sense that the the person listening to your pitch fears he is going to be attacked, but a threat because without cues and context, the croc brain concludes that your pitch has the potential to absorb massive amounts of brainpower to comprehend. And that is a major threat because there just isn’t enough brainpower to handle survival needs, the problems of day-­‐to-­‐day life, and existing work problems plus whatever unclear thing you are asking it to do. Presented with this kind of situation, a circuit breaker in your brain is tripped. The result? A neurotoxin gets attached to the potentially threatening message (your pitch). This is like a FedEx tracking number, which, in turn, routes your message to the amygdala for processing – and destruction.
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Pitches are sent from the modern – and smart – part of the brain: the neocortex. But they are received by a part of the brain that is 5 million years older (and not as bright.) This is a serious problem if you are trying to pitch anything.

Croc Brain Procedure:

  • Boring or Old: Ignore it.
  • Dangerous or Threatening: Fight/run
  • Complicated: Radically summarize (Invariably causing a lot to be lost in the process) and pass it in severely truncated form.

What should it be then?

  • New and exciting
  • Non-threatening and non energy intensive to listen to
  • SIMPLE AND EASY to understand
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Framing

From the book: Pitch Anything

Controlling the Frame Is the Key to Selling Your Idea

The first step in managing the primitive instincts of your target’s croc brain is understanding “frames” and mastering “frame control.”

Frames are mental structures that shape how we see the world. They are our particular, specific perspective on the world, and they regulate how people interact with one another: Are you the one in control? Are you the “prize” in this relationship? Who’s paying attention to whom? Frames are controlled by the croc brain and are shaped by very basic desires: power, authority, strength, knowledge, and status.

In any business or social interaction, two frames will meet and compete for dominance. The person with the winning frame will set the tone and agenda of the meeting. The losers will play by their rules, acknowledging their authority, respecting their opinions, and accepting their decisions with minimal push-back. To successfully sell your pitch, you must win this “frame collision” and establish your frame as the dominant one.

Mastering the power of frames is the most important thing you’ll learn regarding pitching. Without this skill, you might find yourself resorting to typical sales techniques like fast talking, spin selling, and trial closing, which are rarely successful.

Sales techniques like this were created for people who have lost frame control and are trying to win business from a subordinate position. Because they are typically ineffective, they are dependent on the “law of large numbers”: you might expect to make just 2 sales out of every 100 attempts. Worse, they have a reputation as being annoying and signal to your customer that you are desperate, activating her croc brain to filter you out.

Own The Frame, Win The Game:

  1. Everyone uses frames whether they realize it or not.
  2. Every social encounter brings different frames together.
  3. Frames do not coexist in the same time and place for long.
  4. They crash into each other, and one or the other gains control.
  5. Only one frame survives. The others break and are absorbed. Stronger frames always absorb weaker frames.
  6. The winning frame governs the social interaction. It is said to have frame control

When you are responding ineffectively to things the other person is saying and doing, that person owns the frame, and you are being frame-controlled.

If you have to explain your authority, power, position, leverage, and advantage, you do not hold the stronger frame

  • An example of this in practice is a police officer walking into a stranger’s house and flashing their badge. There is an immediate recognition of the frame by the stranger, and the stranger complies with the officer. Imagine that for some reason the police officer is an imposter and is using a fake badge, and the stranger learns that the badge is fake. Instantly, the perceived status delta is eliminated or swings in the other direction, and the stranger is no longer compliant.
  • If the salesperson can create a strong frame between themselves and the prospect, then the prospect will comply.
  • If the salesperson does not create the perceived frame, the prospect will not comply with their frame, and deals will be difficult to close and prospects difficult to influence.
  • From the moment the prospect interacts with the first piece of marketing material to the moment the prospect submits the payment and signs the contract and beyond, there needs to be a strong frame. You need to continue to build and tend to the frame.
  • You know you have the frame when - the customer hangs on your every word. The customer ignores phone calls and mutes notifications. Their eyes are glued to their screen.

Some ways to establish the frame and show high status:

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*Warning* You must never EVER lie in sales. If you ever get caught lying or misrepresenting your claims, you will ruin your reputation, ruin relationships, and ruin your own confidence and belief in yourself. Stay honest and true no matter what.
  • Mentioning a credential, achievement, or track record
  • Showing you have capital or wealth...Steve Jobs Said "If they think you're rich, they think you're right"
  • Aligning yourself with other really successful people, "name dropping" of sorts

All of these methods are BEST done if you don't have to tell them straight up. You want your prospect to ideally discover these or they come up naturally. Never just blatantly brag, people will hate speaking to you. If you can't find a way to work them in naturally, ALWAYS list something irrelevant that you're awful at if ever mentioning something you've achieved. This will show humility and charm. You want to keep things lighthearted.

There are five common frames you will encounter as you move through the business world, and each has its own set of techniques to counter it. These are:

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The “power frame”

The Power Frame

A person using a “power frame” is accustomed to being in control of the room. They are often arrogant, controlling, and dismissive. You can counter a power frame, and transfer their power to you, with a “power frame disrupter”: a small act of defiance or a denial that lets your target know you are not playing by their rules.

Find an opportunity to deny your target of something or to defy them in some small way. For example, if you’ve brought visuals, and you catch them sneaking a peek, take them away and say playfully, “Not until I say so.”

A power frame disrupter tells their croc brain that you are in charge, not them. The key to doing this successfully is to use humor. If you don’t, your defiance comes across as arrogant and will put them off.

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Defiance and light humor are the keys to seizing power and frame. When you are defiant and funny at the same time, he/she is pleasantly challenged by you and instinctively knows that he/she is in the presence of a pro.
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The “analyst frame”

The Analyst Frame

A person with an “analyst frame” views the world through cold cognitions: problem-solving, rational thinking, analysis. However, you need your target to see your pitch with hot cognitions—desire, excitement, emotion—to excite their croc brain.

An analyst frame can kill your pitch by getting mired in details, derailing its momentum, and freezing excitement for it. You want to keep their focus on the bigger picture, which will emotionally connect your target to your concept. To do this:

  • Separate your pitch’s numbers and technical details from the rest of your materials.
  • Answer questions about specific financials competently but briefly, and pivot back to the larger vision.
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The “time frame”

The Time Frame

The “time frame” is a time constraint thrown at you by your target. It is a way for them to assert their dominance by setting the rules and forcing you to work within their restrictions. Our croc brains are highly attuned to rule-setting: The person who sets the rules is the one in control.

The mistake most people make when they see their audience becoming fatigued is to talk faster, to try to force their way through the rest of the pitch. Instead of imparting more valuable information faster, however, they only succeed in helping the audience retain less of their message.

Don’t confirm your target’s dominance by acquiescing to her time constraints. When faced with a time frame, counter with a time-frame disrupter. For example, your target may tell you that they only have 15 minutes to meet with you. Counter with an even tighter time frame: Tell her you only have 14 minutes. Be lighthearted about it. But mean it.

Another Example For Time Constraints

  • CUSTOMER: “Hi, yes, um, well, I only have about 10 minutes to meet with you, but come on in.”
  • SALESPERSON: “I really appreciate your time. Thanks for fitting me into your busy schedule.” This is a common dialogue and form of business etiquette—and it is exactly the wrong thing to do. You are reinforcing your target’s power over you and confirming your target’s higher status. You are essentially handing your target your frame and saying, “Here, please, crush my frame, control me, and waste my time.”

When you encounter a time frame like this, quickly break it with a stronger prize frame of your own. Qualify your target on the spot.

  • YOU: “No. I don’t work like that. There’s no sense in rescheduling unless we like each other and trust each other. I need to know, are you good to work with, can you keep appointments, and stick to a schedule?”
  • YOUR TARGET: “Okay, you’re right about that. Yeah, sure I can. Let’s do this now. I have 30 minutes. That’s no problem. Come on in.” You have just broken your target’s time frame, established that your time is important, and he is now giving you focused attention instead of treating your visit like an annoyance
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The "intrigue frame"

The Intrigue Frame

When the target agreed to the meeting with you, what he or she really was saying was, “This is a puzzle I am interested in solving.” No one takes a meeting to hear about something they already know and understand. It’s a fundamental concept driving every single presentation—it’s the hook that allows you as the presenter to grab and hold attention by subconsciously saying, “I have a solution to one of your problems. I know something that you don’t.” This is why people agree to take meetings and to hear a pitch.

At the start of the meeting, you have the audience’s attention. It’s a rare moment, but not for the reason you may think. Audience members are, with full concentration and at the most basic and primal level, trying to figure out the answer to this question: “How similar is your idea to something I already know about or to a problem I have already solved?” If audience members discover that the answer is close to what they had earlier guessed, they will mentally check out on you. They will experience a quick ping of self-satisfaction at the moment of realization, just before they mentally check out.

As your pitch moves along, at any time, some or all members of your audience will solve the puzzle, see the solution, and get the whole story. Then they check out. This is why you see presenters lose more and more of the audience as time goes on—those who solve the puzzle drop out.

We generalize by saying, “Oh, they lost interest.” But what really happened is that they learned enough about our idea to feel secure that they understand it—and there is nothing more to be gained by continuing to pay attention. They determined that there was no more value to be had by engaging with us on any level.

Sometimes they may not lose interest but your meeting still gets lost in analysis mode, despite your efforts. You can direct your target back into their croc brain by grabbing their attention with a suspense-filled story. Our brains can’t function in analysis mode and narrative mode at the same time, so hijacking their croc brain with a story overrides her neocortex. Go to each meeting ready with a personal story to pull out if your meeting gets stuck in analysis or they check out.

  • It should be brief and related to your pitch.
  • You must be the protagonist or center of the story
  • It must have tension and serious consequences (risk, danger, uncertainty)
  • There should be time pressure—a clock is ticking somewhere, and there are ominous consequences if action is not taken quickly.
  • It should demonstrate your skills in action and have a human element. People naturally gravitate to and understand stories about humans better than they do about numbers.

For example, your intrigue story may sound something like this: “I was working on a $15 million deal where it was my job to come up with $8 million of it. At the last minute, one of my investors disappeared, and the bank wouldn’t wire her money, putting the whole $15 million in jeopardy. I couldn’t find her anywhere but I managed to track down her husband. I explained the situation and asked him for a signature—as her husband, his would do—but he told me he’d separated from his wife six years ago and would rather cut off his finger than help her out. As soon as I heard that, I jumped on a plane and headed to his town.”

The most important element to using an intrigue frame is to leave your story unresolved. Stop at a tension-filled spot. Redirect your audience back to your pitch, and finish your story later in your presentation. Leaving your target in suspense keeps her attention sharp and tells her croc brain that you are in control.

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The "prize frame"

The Prize Frame

A prize frame is a frame you can adopt at any time to counter any oppositional frame you run into. This technique positions you as a reward to be pursued, thereby activating your target’s desire instincts in their croc brain.

In a prize frame, you make your target feel as if they are trying to win you over, rather than the reverse.

  • Don’t act overly grateful to be meeting with your target.
  • Never appear needy, of either her business or her social approval.
  • Be willing to walk out of the meeting if your standards are not met.
  • Make your target justify himself/herself to you: Ask them to explain her track record, or ask them why you should consider partnering with them.

The Basics:

  • If you are trying to win your target’s respect, attention, and money, he becomes the prize.
  • When your target is trying to win your attention and respect, you are the prize. (This, of course, is what you want)

Prizing is the sum of the actions you take to get to your target to understand that he is a commodity and you are the prize. Successful prizing results in your target chasing you, asking to be involved in your deal.

Money is never a prize; it’s a commodity, a means for getting things done. Money simply transfers economic value from place to place so that people are able to work together. Don't chase this - it should be chasing the opportunity to work with you.

Avoiding the Mistakes

  1. Make the buyer qualify himself back to you. Do this by asking such questions as, “Why do I want to do business with you?”
  2. Protect your status. Don’t let the buyer change the agenda, the meeting time, or who will attend. Withdraw if the buyer wants to force this kind of change.

Remember, small acts of defiance and denial, combined with humor, are extremely powerful in maintaining your frame control and in reinforcing your high status.

The key, as always, is to use humor when prizing yourself. Be lighthearted, not arrogant.

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The Art Of Getting In Touch
  • Understanding how to get in touch with the right people is one of the most crucial things I will be able to impart on you guys and it takes serious effort and energy
  • It is also the most fun and exciting thing once you realize you are really just one or two people away from the entire trajectory of your life changing
  • Creating highly personalized videos for people where you learn to offer them something unique and you learn to ask for things with clarity will give you a skill very few humans have
  • This is HOW you create opportunities out of thin air for yourself in life, once you learn it and figure out it actually works, you will never be the same

Storytelling Basics

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Why Starting With A Story Is So Important
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ALWAYS START WITH A STORY - stories hook people in, they give context, and they create intrigue and comfortability with who your character is (this is important because you're the one reaching out).
  • The cool part about starting with a story is that it can be ANYTHING and it's unique to YOU. This is why we call you storytellers.
  • Telling a story will break the pattern of what somebody is used to hearing and if they know it's being told directly to them it will cause an even deeper sense of reliability which is what we are aiming for.
  • The most important aspect of getting someone engaged with a story you are telling is HOW ENGAGED YOU ARE. If you aren't committed to the story and aren't infusing it with emotion, you can be damn sure the other person won't be feeling it either.
  • If you are not invested in the story you are telling, no one else will be either.

Pixar's 6 storytelling basics

  • Great stories are universal
  • Great stories have a clear structure and purpose
  • Great stories have a character to root for (an underdog)
  • Great stories appeal to our deepest emotions
  • Great stories are surprising and unexpected
  • Great stories are simple and focused
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The Importance Of Pairing Humor + Vulnerability
  • With our type of storytelling, we are aiming to tell a story about ourselves to an individual who knows NOTHING about us and essentially persuade them to take a certain action (such as book a call with our team, schedule a demo, do XYZ)
  • The 2 most important aspects in connecting with another individual for OUR purposes are Humor + Vulnerability
  • I would add shared suffering or shared bliss in there as well, but neither is relevant for our purposes.
  • Think about meeting someone new: the worst person ever to meet is someone who is super cocky, full of themselves, overly serious, and NOT FUNNY at all.
  • The opposite of that is true - who's the best person to meet? Someone who's relatable, hilarious, honest, down to earth, doesn't take everything so seriously, and isn't trying to "get something out of you".
  • Humor creates an incredible dynamic for us
    1. it lowers the guard of the person we are reaching out to
    2. it makes them laugh and in turn, makes us more likable
    3. it surprises them and makes them want to keep listening
    4. it shows we aren't overly needy or serious about life or the purpose of us reaching out
    5. it intrigues them and gives us a powerful frame to work from
    6. it shows we can relate to them on a deep level which is via humor
  • Now I wish I could give you jokes or teach you how to be funny but that would be very difficult and not the purpose of this training, It's more so to remind and encourage you to embed humor whenever possible
  • Vulnerability works in a similar way and is just as useful
    1. it creates a level of comfortability and an understanding of who your character is in this world
    2. it shows you trust them enough to share something personal and in turn, allows them to trust you back
    3. it shows an incredible amount of courage and confidence that you can openly share moments of vulnerability in your life
    4. it makes the person relate to you because they too have had moments of feeling similar
    5. it relieves the tension and gives you even more power to talk about the stuff you ARE good at or the vulnerabilities you've overcame
    6. It can and SHOULD be paired with humor as much as possible.
  • When introducing yourself to someone new the last thing you want to do is JUST give them a sob story. The pairing of humor and vulnerability is where the magic is.
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Common Story Structures For Personal Stories

Importance Of Structure

  • Structuring your story the right way allows you to elicit the highest emotional response from the person on the receiving end because it allows them to clearly follow along a path and journey that makes sense.
  • By setting up the story structure in the right format it allows a complicated and detailed course of events to be distilled down into a digestible and potent message that is easily translated
  • This isn't to say that every single story needs a structure like the ones below, in fact, that would get boring. But for our purposes, these general concepts will allow us to quickly and clearly connect to the individual we are reaching out to.

Story Structures

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VISTA Method

V.I.S.T.A Method

  • Vulnerable Origin
    • Where did you come from? (relatable, down to earth, humanizing)
  • Intention
    • What is something you were trying to accomplish or overcome The higher the stakes on the intention, the better. What was your BURNING desire?
  • Struggles & Obstacles
    • What challenges did you encounter along the way? (hardships, roadblocks, setbacks)
  • Transformation
    • What type of person did you become through this process?
  • A Message That Matters
    • What is the big takeaway and how does this tie into why you're here making this video right NOW?
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3-Act Structure
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Hero’s Journey
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  1. External Order
    1. Who is the character and what does normal look like?
    2. In what way does life feel incomplete?
    3. What prompts the character to take action?
  2. External Chaos
    1. At what point is the character no longer in the status quo and why?
    2. In what ways does the character adapt to new surroundings?
    3. How does he / she get help navigating challenges?
  3. Internal Chaos
    1. What does the ‘final test’ look like?
    2. Does the character prevail?
    3. What internal realisation does the character have?
  4. Internal Order
    1. At what point is the character not back in the status quo and why?
    2. How is the character clearly different?
    3. In what ways does he change the world?
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How To Tell Personal Stories (CREATE YOUR OWN)
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Your personal stories will be used in your outreach videos! Please make sure you take the time to come up with at least 1 go-to (GOOD ONE) to start.

Vulnerable Origin

Who is the character? (Should be you in this scenario)

Where did you come from?

  • relatable, down to earth, humanizing

Intention / Desire

What did you want?

  • What is something you were trying to accomplish or overcome? The higher the stakes on the intention, the better. What was your BURNING desire?

Struggles & Obstacles

Why couldn't you get what you wanted?

  • What challenges did you encounter along the way? (hardships, roadblocks, setbacks)

Stakes

What were the stakes?

  • What will happen if they don’t get what they want?

Resolution

Who or what helps them?

How do they get what they want?

Transformation

How are they transformed by this experience?

  • What is the big takeaway and how does this tie into why you're here making this video right NOW?

How To Create Amazing Videos That Get Responses

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Background, lighting, audio, environment, appearance
  • Your environment will signal SO MUCH about you before you even say a word, so it's important to get this right.
  • You should be in a quiet, well-lit, clean, and professional environment that is conducive to doing business. My suggestion is to set up a little workstation that you can use daily (you can even do this while traveling)
    • You want to have a professional environment so that you can be less "professional" in your videos. If you're authentic in a professional environment that is the best combo.
  • Make sure there is no clutter or messiness visible in the background
  • Make sure the background is either nice-looking or simply just bland and blank
  • You want to be well lit, usually just placing a light in front of you works best. You can buy a little light here on amazon
  • AUDIO IS KING - people can stand low quality video....they WILL NOT watch if the audio is messed up or there are distracting noises going on
  • I recommend getting a mic, otherwise at a bare minimum be in a quiet area and test the computer audio quality
    • Here is a blue yeti USB mic you can buy
    • Or find a cheap one on Amazon for like $20
    • Or use AirPods or some headphones if needed
  • Appearance is also important...there is no dress code and we don't care what you wear. What's important is that you're comfortable and that you are your most authentic self
  • With that said, at least try to look "put together" or like you tried...again, we don't care about what style you are rocking, just look like there was some intent to be ready!
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Efficiently Filming The Videos
  • Each video should take between 5-15 minutes to make depending on how smooth you get at making them and how easy it is to research and relate to the prospect
  • The better you get at researching, the more these become muscle memory, and the quicker you can go
  • Practice makes progress, you'll never be PERFECT on any of these
  • Be in a quiet area where you will not be interrupted
  • Turn off your phone ringer, go into a room without pets, and remove anything that might distract you or screw up the video...trust me you don't want to be at the end of filming a video and have it messed up

5 tips to make your outreach more effective and efficient

  1. It doesn't need to be PICTURE PERFECT. spend time on it, but if you trip up on something, or click a wrong tab, just get back on track and keep going. CALL OUT the mistakes and keep filming. Whenever I stutter, I just go, "wow excuse me, I can't talk today" and then continue right on filming. Having little hiccups is part of the game and actually shows WAY more authenticity because it feels REAL, NOT SCRIPTED. You don't want to come across as scripted and not authentic.
  2. If you mess up too many times in a row or say something you shouldn't have and do have to restart, don't beat yourself up. It happens all the time. Just restart it and keep moving. It gets easier over time.
  3. Try to have the pitch portion of what you are reaching out for memorized. Everything else will be tailored to who you're speaking with, but the ending part where you pitch how you can be of value and why they should book a call, can pretty much just be memorized.
  4. If you can't find good information on the client, check LinkedIn, Facebook, Google, or any other social media. If still nothing, pick someone else or just create the video based on what you did find.
  5. Understand the value proposition behind the business you're reaching out on behalf of. The more time you spend on the upfront prep-work, the easier the videos will be to send day to day, and the better you will do.
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The Secret Ingredients Of A Good Video Message

3 Steps to getting a response

  1. Locate the optimal target and research them a lot
  2. Create an impossible to ignore video
    • I will give you guys a sample template to work off of soon - but these NEED to be unique to you and your personality otherwise they will not work. This takes practice.
  3. Make sure they see it (by any means necessary). If they don't see it - you wasted your time

The formula for a killer video

  • Formula: (Energy + Effort) + (Humor + Charm) + (Status + Clarity)
  • Energy = Treating this opportunity like it's a once in a lifetime shot...bring the excitement and energy to the camera and REALLY deeply feel a sense of gratitude for having the chance they might see this and something great might happen
  • Effort = DOING the research...the only way to show you put a lot of effort into this is to drop subtle hints as to the amount of research you put into them or their company beforehand. Specifically, find something obscure they like in their personal life and tie this into the video in some format.
  • Humor = What makes them enjoy watching the video... TELL A FUNNY STORY or make some jokes. I always suggest telling a vulnerable funny story about yourself or making fun of yourself in some regard. This shows high self-awareness and humility which leads them to trust you a lot more and not perceive you as a threat in any way.
  • Charm = PUSH-PULL. Formula = {Compliment them in a way that's meaningful to them! Find something you see them putting effort into} + {Make fun of them for something completely irrelevant and benign to their identity, something they don't care at all about} Complimenting the other person in a non-direct way without it seeming like you're sucking up to them or begging for their approval.
  • Status = PUSH-PULL. Formula = {List a big achievement in an area that is directly related to why you're reaching out and can help in} + {Make fun of yourself and talk down on an area that is completely irrelevant and has nothing to do with your identity or this conversation} This is important but needs to be handled cautiously. You never want to seem like you are "bragging". It's the same thing with Charm, talk yourself UP here, but then jokingly bring yourself back down as well. Here is where you state something positive about yourself so that you can put yourself on the same level as them. Build value in what it is that you do. People take the average of the best things you have done so only tell them your number one MOST important life achievement that has relevance to the conversation.
  • Clarity = The most important but final piece of the puzzle. Clarity is asking for what you want from them. You need to be CLEAR & CONCISE when asking. Don't make the person have to come up with what you want or do any extra work other than what is needed.
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Doing The Research

Find the right people

  • Spend TIME ensuring that you have found the right person to target FIRST and FOREMOST
  • If you are reaching out to the wrong people, you'll have a hard time getting results in any niche or industry. Spend time understanding the offer and finding exactly where those people live online
  • Once you have gotten your list down, begin doing the research

Research and Relate

  • The more obscure and PERSONAL the information you can find on the individual, the better
  • RELATABILITY: Your first aim is to find something RELATABLE. If you can tell them a story that ties into something they can relate to that's ideal
  • Put yourself in their shoes, try and think about their lives as if YOU were the one living it, and with all the information they've given publicly, pick on the items you think will resonate most with them that relates back to you in some way

What if there's not much information or none is relatable?

  • If you can't find any good or obscure information on someone you simply use one of the tactics below
  • Curiosity: Here is where you will examine the target's profile and available information and come up with some things that you're curious about. Tie in a story as to why you're curious about them specifically and what questions you couldn't help but think as you were researching them
  • Assumption: This is when you assume certain things about the individual and call it out on the video. When someone ASSUMES something about you, it's a natural reaction to feel the need to respond and either correct that person or congratulate them on their spot on assumption. You want to assume things that are beneficial traits to that individual. For example, you could see they worked in corporate for 10 years and then started their own business and you might say..."totally just a guess here, but I assume you're the type of person who has a ton of creative ideas and the confidence to actually go pursue them? The reason I say that is because I noticed you were in corporate and then left, I've always wanted the courage to do the same!!"
  • Complimentary: Lastly, if you can't think of anything else - come up with a good compliment for them around something on their profile. This is only if you got NOTHIN else to give. Maybe you like their logo, maybe you like their professionalism, or their profile picture, or the way they described their work experience, or anything else. Make sure you don't come across as NEEDY here. You want the compliment to be HYPER specific and the reason for giving the compliment be genuine.

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Introduction + Why Them?

Keys to a good introduction

  • Keep the introduction short + sweet
  • Make sure right off the bat they know it's personalized. Always use their name right away and then tell them your name.
  • Acknowledge that you're reaching out completely out of the blue and that you only have 2 minutes so you'll make it quick.
  • Tell them how you came across their information (what type of people were you searching for, did someone refer you, etc.)
  • Dive into WHY them, what personal & obscure thing did you find out about them that piqued your interest the most to reach out.
  • Optional: Ask a brief rhetorical question or make a statement about the thing that piqued your interest. It's okay to make assumptions whether you are right or wrong as long as they are not offensive obviously.

Example Intro

Hey {Name}, I'm {Your Name} - I know this is video is coming out of the blue here but I only have 2 minutes so I'll be brief - plus if you don't like me you can just ignore me forever

(don't forget to smile when you're being sarcastic)

So anyway I was looking for {people that have their role} in the {industry} space and you came up. But what really caught my attention was that you {list something extremely obscure and personal that you can relate to}. {Ask a brief rhetorical question or make a statement about it}

Example: So anyway I was looking for CEO's in the Real Estate Marketing Space and you came up - but what surprised me was that you actually started your career with a degree in mechanical engineering! How on earth did you go from mechanical engineering to being a CEO in the Real Estate Space? I imagine that's been quite the journey.

Then from here, you will dive into the next section → telling your own personal story

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Telling Your Personal Stories

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Personal Story Template

  • Telling a personal story is important because it builds trust and authenticity while also showing you're a REAL person who genuinely wants to connect. This is why we do it...so now we need to mold it into the video so that it doesn't seem completely random.
  • In a 2 minute video, you likely only have around 45 seconds to get your story across effectively so keep that in mind. Telling short stories that come full circle is a skill.
  • The personal story you tell does NOT have to be directly related to the person you're reaching out to. If it ties in with something you found when researching them that's a bonus. Otherwise - you can simply relate the story back to them by saying there was something on their page that reminded you of that particular story.
  • It's totally fine to have one go-to story that you're using and sharpening over time when making outreach videos especially to people in a similar niche and domain.
  • If you do tell the same story over and over, please just do not lose enthusiasm or emotion when telling it.
  • You won't feel 100% and pumped up every single day, but you can always become an actor for those few minutes of filming and get over the hump.
  • After telling your personal story → try to loop it back into why you feel you relate to the person you're reaching out to, even if it's in a loose manner, it gives you the excuse as to why you told the story
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Example: "Seeing your background in athletics struck a chord with me. I played football in high school and always wanted to play for Ohio State in College but I was undersized and completely un-recruited. If I would've told someone that was my goal at the time they would've laughed. My biggest believer though was my grandpa and right before he passed away my freshman year of college I promised him I'd somehow make the team. I couldn't go back on my word now. After several failed attempts, many lonely workouts, and plenty of doubt...I made the team. I was even fortunate enough to go on to win a Big 10 Champion & Cotton Bowl Champion as well. The accolades were great, but keeping my promise to my grandpa and learning how to keep going in spite of so many failures changed my entire outlook on life. I'm sure on your athletic endeavors you learned the same. Plus the free food was UNBEATABLE haha."
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Explain The Big Idea In 15 Seconds or less

How To Articulate Why You Can Help

  • Nobody cares what your company does, they only care how you can help them
  • In order to give context, you need to explain why you're reaching out and what the company you are reaching out on behalf of DOES for people
  • The best way to do this is to distill your BIG CLAIM down into a single sentence. If you don't own the business yourself and are not sure what the one-sentence pitch might be - ask the leadership team how to best describe what the company does and the results they achieve in 1-2 sentences.
  • Once you have BRIEFLY articulated what the company does → tie it back around into an idea of how you could HELP them specifically based on what you know about them or their company.

Big Claim: We help {Niche} achieve {massive transformation - desired outcome} in {timeframe} by using {vehicle}.

Example: So it should be obvious at this point that I respect what you do and being that you're in the {list their industry space} I figured it would be worth mentioning that the company I'm a part of {list your company name} actually helps {niche} achieve {XYZ} by using {vehicle}. After doing some digging on {them or their company} I feel like we could help you guys by {list something VERY specific about how you could help them & paint the picture}.

Example: Being that you're in the Consulting Space I figured it would be worth mentioning that the company I'm a part of, Nadabot, actually helps consulting companies triple their lead flow in 3 months by deploying teams of trained storytellers. After doing some digging on your company I feel like we could help you drum up more business for that new executive coaching offer. Picture having a team of people like me sending 100s if not 1000s of these personalized videos each month on your behalf to get calls booked without having to spend a dime on paid ads.
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The ASK - What Do You Want From Them

Clarity and Certainty

  • Be CRYSTAL CLEAR and concise on exactly what you are asking them to do
  • In most cases we are asking people to simply book a call, if this is the case, make sure you tell them that is what you are requesting and then explain why you think it would be valuable
  • People are attracted to certainty. You want to be VERY CONFIDENT when asking for anything

How To ASK: Creating a No-Lose Situation

  • You want to try to create a no-lose situation. A win-win means they have to give something and you have to give something. Sometimes one party wins more than the other. A no-lose means they can't lose anything...there's only something to gain.
  • Asking for someone's time is a big request especially because of how busy everyone is.
  • In order to create a no-lose situation you will want to do the following:
    • Lead with value and explain the big claim or the ways in which (the company you're reaching out on behalf) helps their clients. (Should already be done).
    • Once you have explained how you help people, simply ask for the call, but reassure them that they have nothing to lose. If we can't be of immense value to them, we will help in whatever way we can and then part ways FAST and not waste any of their time.
    • Most people just don't want to waste any time: reassure them that is not the point of this and that we also don't want to waste our own time.
    • Example: "Like I said - we help people in {their industry} all the time and after doing my research on ya I think it's worth having a quick conversation to see if we can be of any help. If we can't, NO WORRIES, we will part ways and I won't bug you anymore. I wouldn't be wasting my own time here if I didn't think we could genuinely be of value so if you are interested I will leave a link in this video to book a call with my team. 🙂
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The Pass Off
  • When booking these calls the pass-off is the point in the video when you mention WHO IT IS that they will actually be booking a call with. Often time you will not personally be speaking with these clients; therefore, it's very important to mention this otherwise it seems like a bait and switch.
  • The best way to go about doing this is to explain WHY they are booking with the team of experts and NOT YOU. You want to talk up the team or individual you're booking the prospect to and state how they are the experts in this domain and will be able to help them a lot more.
  • If you are going to be the one speaking with them directly - you can disregard this part entirely!
Example: "When you book the call, you will be speaking with our (specialized team and/or individual)...they are the experts at this and will be able to help you 100x more than I would be able to. So trust me, they are amazing at what they do and you'll be able to ask any questions you may have. Okay, my time is up - Thank you so much for listening to me ramble, I hope you enjoyed it as much as I did, and I'm looking forward to hearing back from you soon...Bye!!"
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Video Outreach Script (Template)

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Video Outreach Script

Video Script Template

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STOP ACTING SO PROFESSIONAL - You are speaking to PEOPLE. People like REAL people with real problems and real mess-ups and quirks. Don't be a robot.

Intro: Grab Attention + Call Out The Obvious + Why Them

ENERGY + EFFORT

Hey {Name}, I'm {Your Name} - I know this is video is coming out of the blue here but I only have 2 minutes so I'll be brief - plus if you don't like me you can just ignore me forever

(don't forget to smile when you're being sarcastic)

So anyway I was looking for {people that have their role} in the {industry} space and you came up. But what really caught my eye was that you {list something extremely obscure about their life that you can relate to; preferably personal life}. {Ask a brief rhetorical question or make a statement about it}

Tell A Personal Story

HUMOR + CHARM

I'm not sure why but that just triggered a memory...[tell a short, funny, vulnerable, empowering, or somewhat embarrassing story about yourself, USE YOUR PERSONAL STORY FROM EARLIER]....I know, REALLY good way to lead into this video here {laugh a little, don't be a robot}...I promise I'll explain why I'm reaching out here in a second.

Explain The Big Idea

STATUS

So it should be obvious at this point that I respect what you do and being that you're in the {list their industry space} I figured it would be worth mentioning that the company I'm a part of {list your company name} actually helps {niche} achieve {XYZ} by using {vehicle}. After doing some digging on {them or their company} I feel like we could help you guys by {list something VERY specific about how you could help them & paint the picture}.

The Ask + Pass off

CLARITY

Like I said - we help people in {their industry} all the time and after doing my research on ya I think it's worth having a quick conversation to see if we can be of any help. If we can't, NO WORRIES, we will part ways and I won't bug you anymore. I wouldn't be wasting my own time here if I didn't think we could genuinely be of value so if you are interested I will leave a link in this video to book a call with my team 🙂

Just a heads up → If and when you book the call, that's a link to speak to our (specialized team and/or individual)...they are the experts at this and will be able to help you 100x more than I would be able to. They are amazing at what they do and you'll be able to ask any questions you need. Okay, my time is up - Thank you so much for listening to me ramble, I hope you enjoyed it as much as I did, and I'm looking forward to hearing back from you soon...Bye!!"

Full Example:

Hey John, I'm Clay - I know this is video is coming out of the blue here but I only have 2 minutes so I'll be brief - plus if you don't like me you can just ignore me forever.

So anyway I was looking for CEOs in the Real Estate Marketing Space and you came up - but what surprised me was that you actually started your career with a degree in mechanical engineering! How on earth did you go from mechanical engineering to being a CEO in the Real Estate Space? I imagine that's been quite the journey.

Seeing your background in athletics struck a chord with me. I played football in high school and always wanted to play for Ohio State in College but I was undersized and completely un-recruited. If I would've told someone that was my goal at the time they would've laughed. My biggest believer though was my grandpa and right before he passed away my freshman year of college I promised him I'd somehow make the team. I couldn't go back on my word now. After several failed attempts, many lonely workouts, and plenty of doubt...I made the team. I was even fortunate enough to go on to win a Big 10 Champion & Cotton Bowl Champion as well. The accolades were great, but keeping my promise to my grandpa and learning how to keep going in spite of so many failures changed my entire outlook on life. I'm sure on your athletic endeavors you learned the same. Plus the free food was UNBEATABLE haha.

So being that you're in the Marketing Space I figured it would be worth mentioning that the company I'm a part of, Nadabot, actually helps marketing companies triple their lead flow in 3 months by deploying teams of trained storytellers. After doing some digging on your company I feel like we could help you drum up more business for that new real estate offer. Basically, picture having a team of people like me sending 100s if not 1000s of these personalized videos each month on your behalf to get calls booked without having to spend a dime on paid ads.

Like I said - we help people in Real Estate with marketing all the time and after doing my research on ya I think it's worth having a quick conversation to see if we can be of any help. If we can't, NO WORRIES, we will part ways and I won't bug you anymore. I wouldn't be wasting my own time here if I didn't think we could genuinely be of value so if you are interested I will leave a link in this video to book a call with my team 🙂 And just a heads up → If and when you book the call, that's a link to speak to our leadership team...they are the experts at this and will be able to help you 100x more than I would be able to. They are amazing at what they do and you'll be able to ask any questions you need.

Okay, my time is up - Thank you so much for listening to me ramble, I hope you enjoyed it as much as I did, and I'm looking forward to hearing back from you soon...Bye!!"

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Putting It All Together (Making A Video Start To Finish)

Final Tips

  • You are not aiming for perfection, if you stumble over a couple of words or lose your train of thought you can pause and keep going or make a joke about it. It's OKAY TO BE HUMAN. If you mess up a whole bunch of times then you can restart the video there's no pressure.
  • This skill is like a muscle - the more you do it the better you get at being natural and comfortable on camera and speaking in a fluid manner.
  • USE YOUR PERSONALITY → what makes you unique is your biggest advantage in life, use it.
  • Talk with your hands and use your expressions, that is the single biggest benefit to being on camera! You get to use your whole body to communicate a message so please do so.
  • Now go film your first video...and then keep filming them 😎
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Full Written Script Example

Hey Muzz, I'm Clay - I know this is video is coming out of the blue here but I only have 2 minutes so I'll be brief - plus if you don't like me you can just ignore me forever.

So anyway I was looking for CEOs in the Real Estate Marketing Space and you came up - but what surprised me was that you actually started your career with a degree in mechanical engineering! How on earth did you go from mechanical engineering to being a CEO in the Real Estate Space? I imagine that's been quite the journey.

Seeing your background in athletics struck a chord with me. I played football in high school and always wanted to play for Ohio State in College but I was undersized and completely un-recruited. If I would've told someone that was my goal at the time they would've laughed. My biggest believer though was my grandpa and right before he passed away my freshman year of college I promised him I'd somehow make the team. I couldn't go back on my word now. After several failed attempts, many lonely workouts, and plenty of doubt...I made the team. I was even fortunate enough to go on to win a Big 10 Champion & Cotton Bowl Champion as well. The accolades were great, but keeping my promise to my grandpa and learning how to keep going in spite of so many failures changed my entire outlook on life. I'm sure on your athletic endeavors you learned the same. Plus the free food was UNBEATABLE haha.

So being that you're in the Marketing Space I figured it would be worth mentioning that the company I'm a part of, Nadabot, actually helps marketing companies triple their lead flow in 3 months by deploying teams of trained storytellers. After doing some digging on your company I feel like we could help you drum up more business for that new real estate offer. Basically, picture having a team of people like me sending 100s if not 1000s of these personalized videos each month on your behalf to get calls booked without having to spend a dime on paid ads.

Like I said - we help people in Real Estate with marketing all the time and after doing my research on ya I think it's worth having a quick conversation to see if we can be of any help. If we can't, NO WORRIES, we will part ways and I won't bug you anymore. I wouldn't be wasting my own time here if I didn't think we could genuinely be of value so if you are interested I will leave a link in this video to book a call with my team 🙂 And just a heads up → If and when you book the call, that's a link to speak to our leadership team...they are the experts at this and will be able to help you 100x more than I would be able to. They are amazing at what they do and you'll be able to ask any questions you need.

Okay, my time is up - Thank you so much for listening to me ramble, I hope you enjoyed it as much as I did, and I'm looking forward to hearing back from you soon...Bye!!"

Executing The Outreach

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Outreach - Initial Intro Messages
  • Start SIMPLE - you don't need to write novels here, this game is about testing and correcting over time
  • There is no magic bullet - everyone lied to you...its about actually testing and tracking
  • Now of course some messages are better than others, but the beauty is in the eye of the beholder, so figure out what they want by actually seeing what they respond to
  • There are two types of messages:
  1. Trying to get them to connect and respond first - that way you KNOW FOR SURE they will watch your video once it is sent
  2. Connecting with the video already made for them and ready to go

You will need to use both of these for different purposes over time. It's obviously better to connect with them first, and then once they respond you hit them with the video. But you won't always have that luxury and you still need to send the right amount of videos each day, in which case you may need to connect directly with a video in the connection request.

Example Templates To Copy:

If sending a message WITHOUT a video

💡
Hey {name}! I stumbled across your {source you found them}...I saw that you were {something OBSCURE AND PERSONAL about them}, so I figured I'd reach out. I actually had a quick question for you, but not sure if it even makes sense to chat...message me back and we can see

If sending a connection request WITH a video

💡
Hey {name}! I saw that you were {something OBSCURE AND PERSONAL about them}... I actually had a quick question for you. Made you a little intro video (yes it's 100% personalized haha) INSERT VIDEO LINK
🤖
WARNING: When sending a connection message on LinkedIn, you only get a certain amount of characters. PLEASE ENSURE your video link fits into the connection request. Often times it will cut off the last few characters of the link and you will not notice when you send the connection (if this happens the entire video didn't send) Example: https://www.loom.com/share/0002982ea2d44635b56 Instead of: https://www.loom.com/share/0002982ea2d44635b56f270d6ec28614 Don't let your work go to waste!
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Getting The Video Viewed (Following Up + Sleeper Agents)
  • Getting the video viewed is the most important aspect to your success doing outreach
  • Imagine you send 100 videos out and only 20 of them are viewed...how good do you think your results are going to be?
  • Your main aim beyond sending out your daily videos is following up with these individuals and getting them to AT LEAST view the video. If they're not interested after watching it, okay no worries. But you put ENERGY and EFFORT into reaching out to them so the last thing you would want to do is have that all go to waste
  • It's a complete waste if it does not get viewed, and your ability to make more money is lost!
  • If you're on a platform where you can follow up, keep following up until they watch the video (sometimes if they didn't accept your LinkedIn request you can't follow up there and may need to find their Facebook or email to send a follow up)
  • If you can't find any way to follow up with them, the last resort is sending the video you made to a coworker of theirs, and asking THEM to connect you to the individual. I call these sleeper agents. Sleeper agents are your last resort. If you don't get in touch after that, you can move on.
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OWNERSHIP: Tracking & Quality Control

Tracking

  • Tracking is incredibly important for every person and every company
  • Without the data, you cannot make accurate decisions on where to improve
  • And without consistency, you will not be able to gather the data
  • Remember - this is a game of compound interest! If you are continuously failing to track your numbers or just plain not doing the work, you are not in line with our core philosophy and values. We don't want to waste each other's time so make the commitment now to doing the small daily disciplines.
  • Tracking systems and outreach trackers will vary from company to company - but whatever the process is internally and whatever systems are being used, please become the type of person who religiously tracks their work. You will be rewarded.

Meeting Quality Control Standards

  • Quality control checks are done at random on video outreach
  • You can ALWAYS request feedback from your team as well, everyone is always HERE TO HELP 🙂
  • We want to see you all succeed and make money doing this.

Example Quality Control Standards

Are you doing the work?

  1. Are the required number of videos being completed and sent?
  2. Did they all fit around the 2-minute time length?

Are the videos passing quality control?

  1. Daily Random video audit:
    • Did they have professional video, audio, environment?
    • Did they tell a story and connect personally?
    • Did they have good energy, a proper pitch, and a good call to action / pass off?
    • Must answer this question for the video to grade ultimate pass or fail: Would we be comfortable showcasing this video to the team as an example to follow? If not...we need to continue improving.

Outro

‣
One Perfect Day Of Work
  1. Create your daily required amount of videos
  2. Follow up with potential bookings and with ANY positive responses to get them to take action
  3. Follow up with previous videos you've sent out that haven't booked or responded
  4. Bonus: Go through and send out some extra personalized outreach messages (to try to get warmer leads to send videos to for the days to come)
  5. Attend Any Required Meetings
  6. Check-in with your team or manager (if you have one) and ensure any and all tracking is up to date

The things I looking for out of good storytellers: (ABIDES BY COMPANY MISSION AND VALUES)

  1. Consistent - Does The Work Every Day (Compound Effect)
  2. Disciplined - Tracks Religiously
  3. Involved in your own success - Self-Motivated (Always Improving)
  4. Effort - Shows Up & Does Their Best
  5. Solutions Oriented - Doesn't Waste Other People's Time With Problems They Can Google
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Attending Team Meetings
💡
There is ALWAYS only ONE owner of any meeting - they are responsible for the success or failure of the meeting. The rest will assume other roles.

General Meeting Rules:

  • ALWAYS start on time and end a few minutes early
  • We have a right to expect excellence of each other
  • Share "observations" not "conclusions"
  • After a decision is made by leadership or as a team - AGREEMENT is optional, COMMITMENT is NOT. We must all commit to the decision and move forward even if we do not necessarily agree with the final decision.
  • Stop whatever you are doing early and be ready for new meetings to start (the key is to stop working earlier on whatever you were doing beforehand)
  • Camera on - actively engaged and participating. EVERYONE is encouraged and included in participating if they are at the meeting.
  • Record meetings on zoom if necessary for further training or reference
  • If you aren't giving or receiving value you shouldn't be in the meeting...you can opt-out if you cannot give or receive value
  • Come prepared with any pre-meeting assignments completed as well as having run through the agenda beforehand to understand where you can contribute value or receive value
  • Limit side conversations and going off track by keeping note to have separate discussions offline
  • We don't have meetings for the sake of having meetings, we end them early if they are not productive. Wasted time in meetings costs the company a LOT of money and results in dissatisfied team members.
  • IF IT'S BUSINESS-RELATED - THE SHORTER AND MORE EFFICIENT AND EFFECTIVE THE BETTER
    • Unless it's a meeting for fun or for getting to know team members and sharing personal stuff ... then of course do whatever you would like 😎

Structure of a meeting agenda

  • Date, Time, Location (Zoom?) - People Involved?
    • A lot of times the internal communication will be posted in slack and in channel areas where everyone involved can see them. If recurring it will also be on your calendar.
  • Purpose of the meeting - one sentence
  • Agenda (with times allotted to each item if needed)
  • Tasklist to show up having completed (pre-meeting hw)
  • Post-meeting recap and assignments - clarify with everyone they know what they need to do before getting off - have them say it in front of the group
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You're Done & You're Ready...Next Steps
  • Get in touch with your team to go over any questions and ensure you understand everything
  • Get added to any weekly team meetings for storytellers
  • Start sending live videos and ask for feedback and review from leadership
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Bonus: a recommended reading list
  • Extreme Ownership By Jocko Willink
  • Pitch Anything By Oren Klaff
  • How To Win Friends And Influence People By Dale Carnegie
  • The Slight Edge