Einfluss aufbauen in 4 Schritten

0:00We got 32.7 million views on YouTube this month. Here's how. So, I posted 35,000 pieces of content this year. We did a $100 million book launch for $100 million money models in 72 hours. So, three days. We did over $100 million in sales, 105 point something or six million to be exact. Um, and the issue that most people struggle with is that you're making not enough content, number one, and the types of content that you're making are not attracting the types of customers you want. And so the the promise that I have for you today is that I will show you um a framework that I have called SPCL like special if you want but it's how to build influence rather than how to get as many views as possible or anything like that. All right, but it's a four-part framework.

0:41Special is how you can remember it. SPCL and I want to break down each of the four components for you so that you can think about how you want to approach making content. All right, and building a brand in general. And so I I also share this because I am not somebody who naturally like some people just naturally have that like taste and you know brand knowledge and like have cool factor for like I I I'm not that way like I'm not naturally that way. I'm not artistic. I'm really not creative. Um but I will work hard and so I'm going to share the stuff that I've learned so that you can hopefully if you just have work ethic uh you can model it. Okay. So SPCL these are letters and hopefully overhead cam works. All right. So S P C L. Okay. So what do these actually stand for? All right. So number one is status.

1:30And this is why you hear me talk about proof so much. But how do you define status from an operational perspective? For those of you who are new to the channel, um I like to operationalize things. Meaning like I like to look at objective reality and describe how you would see it with your eyes rather than trying to put a whole bunch of like emotional words around stuff because these are the like that type of language is what confused me for a very long time when I was coming up. And it was only after I started defining things by what I could see, what I could observe did reality feel like sharper, more crisp to me. And my ability to predict what was going to happen next increased by a lot.

2:01And so this is why I I talk in this way. So how do I find status? So status is someone who controls reinforcers in a given environment. So that's a little bit fancy word, but fundamentally if you control the good stuff that people want, then you will have status no matter what it is, right? And so the simplest example I have is like if you if you go to a bar and it's a busy bar and there's a bartender and you have to get the bartender attention in order to get a drink or booze, that guy in that moment has status. He controls the scarce resource, right? Um, but uh if that guy walks out of the bar no longer controlling that scarce resource, he does not have the same status or even close to it, right? Like outside of the bar, he's not getting tips every every single 5 seconds when he like moves his hands a little bit and like says something nice, right? People aren't waving money at him as he walks in the street. Of course not, right? But it's because he has status in one condition and he doesn't have another. Now, what's interesting about all four of these elements that I'm going to break down, they all can work independently, but the idea is that you want all four to be stacked together. And this is what um gives you the most influence, right? So like any of these four on their own would give you influence. Like that bartender, if he just says that, he would have some level of influence. And I'll give you a different example of this. Um you know, if a if a kid inherits money, right, they're going to have uh status, right? Like if you just if you have money, even if you didn't earn it, even if you didn't anything, if you have money, you will have some degree of status because you control something other people want. Period.

3:26That's how it works. All right. But would that kid who has money have the same status as a kid who has money who also gave you, you know, 10 different cryptocoin picks that all popped off, right? Well, if he gave you 10 different picks and you followed them and they all popped off, you would for sure, like, think about it, like how much more influence would that person have over them saying, "Hey, you should put money in this or hey, you should, you know, give me money for XYZ or whatever it is obviously I'm talking money because I'm I'm a business person first, but like think about how much more influence version two would have with just two of those things versus version one, right?

4:04That's the difference. But if you have all four, that's when you get you become super sad. One of my classic examples of which leads us to to to P, right? Which is power. So status is number one. So you control scarce resources. Power is number two. I would say if I had to only pick one, I would pick power. And I'll explain why. So power comes from something in the behavioral dynamics world called say do correspondence. What that means is if I say something and then you do it and then a good thing occurs, a reinforcing event happens afterwards, you are more likely to comply with a with a with a with a a following request. Right? So said differently. I give you the example of the guy who says, "Hey, here's 10 stock picks." You buy them and then a good thing happens. Right? The thing goes up. Great. that person now has power. So that person has status and power which is why they are more influential than the trust fund kid who just has money right and so to the same degree for many of you who are trying to make content one it's like okay status I want to demonstrate that I control a scarce resource that some people might want right um and so what makes this a little bit more muddied is that sometimes one event can check multiple boxes and so I'll give you a simple example so this you know two weekends ago or whatever whatever or three weekends ago When we launched the book, we did 100 million plus in sales, right?

5:27That in and of itself, me having money from the event gives me status. Me saying, "Hey, you can launch stuff in this way." See, I'm going to skip ahead. Gives me credibility, right? Because I I I show that I have an event. I have something that has happened as a result of me doing it that gives me third party credibility. There's something that you can observe with your eyes, right? the reason that my ads do well when I have my my, you know, $10 million building behind me is like, oh, well, that's hard to fake, right? And so you have credibility there. And so one event like selling a company can give you money. It can give you credibility. And then if I give people directions on how they can do things that are similar and then good things happen, then all of a sudden you get power. And then the last is likeness. I know I'm skipping around, but hey, we're live. We're having a good time. All right? And so credibility is number three.

6:16And I'm going to go in more detail on all these. All right. And then likeness. So what's likeness? So likeness is that you see some this is some people say relatability. Um this can be both uh psychological in terms of you share similar values with this person. You like you like their vibe, whatever you want to say, right? You like their behavior set and it and that behavior set matches to people who have been positive in your life in the past. Uh or they literally just look like you, right? So, like Leila and I could talk about the exact same stuff, but she's a girl and so she's going to have more chicks who follow her than me. This is not like a a girl. This is not super inviting for a lot of women. And for the for the few ladies who do follow me, I appreciate you. I really do. Uh, but I have like an 89% male audience. Um, and so maybe it's it's because of the topic, but I would think, you know, at my onset, I think, oh, it's because I talk about money and I talk about business, that's why I have a more male audience.

7:04But Laya, I think, is like 54% female. And so and she talks about almost exclusively money and business. Um obviously she talks about some mindset stuff too. But I I say this to say okay if we have these four things and these are the things that create influence and I would define influence as um high likelihood of compliance with requests. Okay. So what does that mean? So if I say hey you know grab my new book or I say hey come to this webinar. Hey I'm going live like come check it out. Or hey you should come to a workshop.

7:31Whatever it is right? You make some sort of solicitation. It could be like or subscribe. It doesn't matter. Like there's levels of how quote big of an ass something is. And if anybody's played like a video game, it's like you have like a role for like Dungeons and Dragons. And it like depends on how how charismatic, how much influence you have, how high of a role or how low of a role rather, you'd need in order to be successful with the request, right? And so if you want to stack that stat for you, right, then if you want to minmax your influence, if you will, um then you want to stack all four of these …