The fastest path to legacy, to success, to grow, to scale and to out carrying your competition and building these legacy businesses and putting the heart back into marketing that we do is get connected to your feelings so you can get connected to their feelings and use that empathy to understand what really is going to move people forward.
Starts Everything with a Heart
My biggest business lesson in 2020 is everything you do starts with your heart. Every single thing, you do start with the heart. If your heart is not connected to your messaging, into your marketing, then nothing else you do will work. And this is what I like to remind people of normal, or most of the time we start on this path of entrepreneurship or business because we have figured out a solution to a problem. We have solved something that we know can help other people, or we have figured out something that could help other people or figured out a product that could help other people or found a product that we were passionate about that could help other people. And when you come from that passion, Even though in the beginning we work long hours sometimes, and it feels hard. It’s almost like we have this unlimited gas tank. We have this like unlimited fuel to keep going because we believe in the purpose. We believe in passion. We believe in the product. We believe in the solution. We’re like, we’re going to do this. And it doesn’t matter what a drive comes from. We just keep going and going. And then we go, and then at some point for me, what ended happening was my heart was in, it created the results. And then I got to disconnect from my heart and I got into the numbers and the logic. And once I get into the logic, I was sitting there trying to sell features and benefits instead of enrolling people in their beliefs. And so what ends up happening is I start making logical thinking decisions.
Logically, this is what a customer journey will look like. Logically, this is what a purchasing decision will look like. Logically, this is what the product should say. Logically this is what the label should look like. And there’s only one big problem in that zero purchasing decisions are based on logic. They’re all based on emotion and we know this. And so what we have to be present to be to ensure that if we’re logically thinking about a customer journey or logically thinking about a product or logically thinking about a business or logically thinking about something that we also have to create the space to put the heart back into the logic. Because if we are trying to speak to people’s hearts with logic, it’s going to go right over their heads. You can’t speak to their head and get their heart. You have to speak to their heart. And so we have to make sure that we know who we serve and how we serve them at an emotional level at an EQ level at a feeling level, at a belief level. Which is why, when I teach the captain’s assessment, I have three levels to it, the rocks, the reefs, and the Shoals, the rocks are the surface things.
The reefs and the shoals are the feelings. Those are beliefs. Those are, what’s going to shift their identity. Those are the things that move the needle for people, right? Because somebody can come to me and they can be like, George, I have an email marketing problem. And I can ask questions. And they’re like, yeah, email’s hard. And my customers don’t want to hear from me and vice blah, blah, blah, blah. And I can give them all the tools I can be like this is the email to write. This is the email to write. This is what you want to say. This is automation. This is where you put it in. And that’s only going to put a bandaid on it because they’re going to do those things to check the box. But then the result is going to end up the same because they still think email is hard. But the inverse is they come to me, I have an email problem. We break it down and they think email is hard. And then we talk about what’s required for them to think email is easy. We’ve just eliminated a barrier for them emailing their customers.
Know yourself and your audience
So they weren’t emailing in the first place because they thought they were hard. So if I give them a tool to get them to email their customers, they’re still gonna think email is hard and eventually it’s going to dissipate and end up right back where they started. Or my customers don’t want to hear from me. And so then they don’t email them because they think what they have to say is that valuable or people don’t want it. And so I can tell them what to put in an email. I can tell them how many times to email them, but that email has never to be their full expression or their full force or their full power or their full light. Because it’s dimmed by the belief that people don’t want to hear from them. So if we sit down for a couple of minutes, as I do in the eternal flame method, like our email course, and we shift the belief, it’s like, no email gets to be easy and people want to hear from you. Then the tool doesn’t matter because then you’re just going to realize I can write an email every day and then people want to hear from me every day. And all of a sudden there’s no filter between is what I’m about to say, going to be for my audience, because you already know your audience, you have a belief. And so you just start showing up in your power to share with them. And then we use the tools as rocket fire then amplify that message. But in business, in entrepreneurship, you have to know at a cellular level who you serve. And most of the time you have to know these people better than, you know yourself or better than they know themselves.
So this is where you’ve heard the outages in marketing. We give people what they want to sell them what they need or we sell them what they want to give them what they need, pick your direction on that one. But what that simply saying is that you have to take the time to put your heart into everything that you do. Because on the other side, if you’re like, Oh, they want to supplement, let’s say didn’t want to weight protein. Nobody goes and buys weight protein for the protein content or cause they love taking whey protein. There’s a deeper-rooted belief underneath it by taking this protein. I’m going to get stronger by getting stronger. I’m going to have more confidence. Like those are the feelings.
When you think about Apple, Apple is one of the best examples of this I’ve ever seen. Android is an operating system or the two big players here. Apple only owns I think 3% of the market, but 97% of the revenue. It was like, yeah. Okay and I was like, but look at their commercials. Apple doesn’t tell you the features and benefits of the phone. They show you who you will be and what it will feel like by using the phone. Now, occasionally they’ll throw in a spec or something, but when you see their commercials, they’re not telling you about the lens and the glass and the technology and the chip. They’re showing you how easy it is to take a photo, how beautiful your photo will look, and what that will mean about you. As a person to take that photo, those are all feelings and beliefs, and that comes from them, knowing their avatar, knowing the customer and knowing what they will need to feel, not think knowing what they will need to feel to move on to the next level or to buy the product or to use the phone.
And so we’ll convince ourselves that logic is the way we’ll look at something. And we’ll be like, okay, I want to buy this course. I want to buy this car and we’ll look at all the features benefits. But what we’re really doing is we’re collecting evidence to feel safe. And safety is a feeling, not a thought. Safety is a feeling and not a thought the customer journey when people are being quartered or they’re in a journey or they’re in your ecosystem, whether on your email list or on your social media or seeing your page ads, they are going to be listening to what you’re saying. They’re also going to be reading about what you’re writing and you might have things like. You know, we have a 30-day money-back guarantee. It does this and it does this, but what they’re doing is they’re reading all of that as evidence that they feel safe enough, that they feel safe enough to trust you, to make a purchasing decision.
And so if you stay in logic the whole time, what’ll happen is there’s never a container, a safety, or next step. And this has happened to me. This actually happened to me with our eternal flame email program. I got so disconnected from the beliefs that I had about email marketing that all I was saying is like, yeah, we’ll automate your email. This will automate 99% of your email, etc. But it was all logic-based and it didn’t solve any problems. And what ends up happening is when somebody is afraid of doing email marketing. And then you give them tools without shifting the belief. Email marketing actually feels harder because now it’s overwhelming. Now there’s more to do of something I already don’t like doing. And that was on me. And that’s because I was disconnected. I’ve done email for so many people for so long, so many different companies that I was just like in this different flow when I started getting reconnected to myself and started sending a daily email, I started remembering what it felt like to send a daily email, what it felt like taking her response, what it felt like to see people win.
And once I felt what it was like to do that. And once I felt accomplished on the other side of hitting send and felt accomplished after writing a sequence or felt accomplished after designing a flow, I remembered what it felt like before I got there. I remember when I thought it was hard. I remember when I thought nobody wanted to hear from me when I remembered when people taught me email was just about selling. And then once I realized that I remember the feeling of where I was versus wearing them now. I knew exactly how to talk to my customer or potential customer to meet them where they are and take them to where they wanted to go, which is what we do, which is what we designed customer journeys.
Speak their Feelings
You have to meet your customers where they are. You have to meet your customers where their feelings are, not where their heads are, because a customer’s head could be like, I’ve ready to make a million dollars a month, but their feelings will prevent them from taking action. And until you can really understand them and then speak to their feelings so they feel understood. They feel seen and they feel respected. Their head will play tricks on them, but their head will convince them. They’re going to do all of these things while staying stuck. Their head will convince them they want to lose weight, but they’ll never sign up. Their head will convince them that they want the coaching, but they’ll never pay. Their head will convince them that they want to get in shape, but they’ll never work out. Because their feelings are stopping them from going their heads, like go to the gym. And they’re like, I don’t want to, I’m too tired. I’m not good enough those are all feelings.
So when I look back at 2020. The biggest business lesson that I have learned that I’m carrying forward with me and my entire team is carrying forward for the rest of eternity for the rest of my existence in this world of doing what I do and helping people do what I do. Is ensuring that every single thing that we do at some point has a measure or a check-in to get connected to the heart. To get connected, to feeling that nothing, nothing remains in the head, nothing remains logical. Logically, I understand that container and I create the container, but then I fill the container with heart. So logic gets you. The container heart gets you the content and the content. And the feelings that people experience with that content are what dictate their results in their actions.
Everything that you do has to come from your heart, your team’s heart, your company’s heart, the company’s culture, heart, the lighthouse of the company. It has to come from the heart. And then you have to figure out the bridge to connect your heart to your customer’s heart, to understand them so you can take them from where they’re feeling to, where they want to go. Heart belongs in everything, feelings, emotions. Because last time I checked, there was not an algorithm or a robot buying your products, buying your services, or buying your programs. That was a human being that’s experiencing an emotion on the other side. There is a reason that they are buying from you or want to buy from you. And that reason is they want something different. They want something better. They want to solve something or fix something and all of that is emotional base thinking. All of it is emotional-based thinking. And so you have to use logic to create the container and use your heart to fill the content.
No matter what you do, do it with intention, and make sure you have felt it before you do it. The fastest path to legacy, to success, to grow, to scale and to out carrying your competition and building these legacy businesses and putting the heart back into marketing that we do is get connected to your feelings so you can get connected to their feelings and use that empathy to understand what really is going to move people forward. If information IE if logic was the answer, everybody would be rich, happy, and in shape, but it’s not. People need us to take that logic and create containers and then fill that container with a heart that allows them to shift their beliefs, move forward on their goals. Trust us, feel safe with us so they can trust themselves and feel safe with themselves and have the confidence required with the accountability and support of us to accomplish their goals, to buy our product, to use our services, to do all of those things.