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0:00The next sales concept I want to talk about is how do you sell without giving away all your secrets right a lot of people are afraid when they make content well what if I give away all the secrets like no one will have anything to buy from me which is the exact opposite because 99% of people are never going to buy from you but they will judge you based on the quality of your free content and so the idea is like give away all the information and then sell the implementation so many of you guys sell um information education media related stuff um where people make mistakes where they're like how much do I teach versus how much do I pitch right the issue is not understanding what kind of information you should teach at each stage. And so there's two types of education. There's declarative knowledge and there's procedural knowledge. This I didn't invent this. This is just education system last 100 years, but people just don't talk about it. So um uh declarative knowledge is knowledge about something. This is what you use to sell. Procedural knowledge is about how to do something. This is what you sell.

0:54If you use this to try and sell stuff, people will walk away with a shitload of to-dos and they're like, "I'm good." >> What you want to talk about is all the things about how it works, about the outcomes, about what is possible. Teach how how it works conceptually, not so if I say, I'll give you an example. Hey, you have a business, you're doing $2 million a year. If you go from 2 million to 5 million, you cross over the institutional threshold. At that point, your multiple goes from three to seven.

1:21And so you go from having something that might be worth $4 million to something that might be worth $35 million just by adding another $3 million in revenue. And here's why that is because institutional buyers blah blah blah blah blah. Me explaining that people are like whoa that is really interesting. I didn't know how all that worked. I didn't teach how to do it. I teached about how it works. >> That still is incredibly valuable because the what's really nice about declarative knowledge is that everyone gets value from it because you just have to be there to get the value. When you teach tactics, you have to do the tactics to get the value, which means they can't do it with you. They have to go and then do it and then they would extract the value, right? So, it's at a delay, which means they don't want to buy right now. And so, whatever you're teaching, you want to be predominantly declarative in nature. Let me teach you about this stuff that you aren't aware of. This is where breaking beliefs around specific uh I think like this is the old model. This is the new model.

2:11I'm not teaching you here's how you set up a domain. Here's how you warm it up. Enzo, right? Here's how you have an AI agent. Here's how you personalize the like we're not teaching that. We're saying did you know that if you go from not personalized to personalized this is the increase? Whoa. I'm not going to I'm going to show you that's how it works and then I will sell you how to do it. Mhm. >> That's what you separate again.