"What If You Never Fix Your Health Problems?"

0:00So, I write all my persuasion like this. This is This is how we do it. So, we say uh plus plus, plus minus, uh minus plus, minus minus. >> All right. >> This is the easiest way to write copy, the easiest way to to think about marketing. If you do the thing, you get more good stuff. >> Mhm. >> [clears throat] >> If you uh don't do the thing, you get more bad stuff. >> Mhm.

0:25>> If you do the thing I want or so you don't do the thing, you get less good stuff. And if you do what I want, you get less bad stuff. And so, this and this are our persuasion elements that we say to do the thing, but we also have to I could call playing the don't, which is like, "Hey, also, we have these situations of let's say that you don't sign up for my fitness program." Well, that means that you're not going to have these times with your kids in the future. Right? More good less good stuff. Right? You're going to have more health issues, more bad stuff.

0:57>> Mhm. >> And the people who you care about, who you want approval from, aren't going to give you that approval that you so desperately yearn for. And so, we just ping pong between these persuasive elements, but all they are is saying more good, less bad if you do the stuff I want. >> And as a as someone who employs hundreds of people now, this is kind of how I think about behavioral change in a group big group of people. You can you can stand in front of the team and say, "Hey, everybody, adopt AI, by the way, please.

1:22Please adopt AI." But their incentive structure is to do the job. >> Mhm. >> And have you read The Innovator's Dilemma? It's one of my favorite books. >> I've spent a lot of time on the subject of that. >> No, but I'm familiar with it. It talks to the same thing as well, which is just humans just act inside their incentive structure. Want to change humans, change their incentive structure. >> A lot of people who are delusional when they start out think that they are going to change people. >> Yeah. >> And I think one of my favorite market I think Gary Halbert said this, he's a copywriter.

1:48He said, "We don't want to create demand." He said, "We want to channel it." >> Mhm. >> It was just such a such an interesting nuance. He's like, "That demand Like, the demand needs to be there. We just need to just carve a little bit of that river and point it towards us." >> Mhm. >> And I think when you're thinking about for you, with the show, the attention is there. The attention is being spent every second of every day from every human. >> Mhm. >> And so, we're not going to create attention. >> Mhm. >> We're going to channel it. >> Mhm.

2:14>> And we're going to make our option the nicest, most most convenient option compared to alternatives. And then, it's really just getting into the very gritty details of who I need to make this for. Then, you get into avatars and subsegments and markets. Because what makes attractive to one person might not make it attractive to another. And that is why probably one of the highest leverage decisions that you make with the business is who do I serve? >> Mhm.