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Think about this for a second. Who here could describe clearly what you do to someone you just met on the elevator in 5 seconds or less and have them get it? Maybe one person, 2 people. I'm curious. Anybody? Who here feels like you don't really know how
to say what you do? I'm curious. You have a hard time with it. You're like, well, sort of like somatic coaching therapeutic y kinda, like, I don't know, like, faith based, but not really, but sort of like nervous system y. We do, like, some reprocessing and, who here knows what I'm talking about? You just kinda have a hard time talking about it. Right? It's too many things. Okay? So a clear offer is the most important thing. Because if you don't know what you do, how the
heck is anybody else gonna know what you do? Does that make sense, at least theoretically for a moment? Okay? So that that's important thing to understand. Okay? So when you have a clear offer, that leads to a clear message. Now what does a clear message lead to? If you have a clear offer with a clear message, what does that clear message lead to? What do you think? That's right. Sales. Okay? So clarity is going to be our goal. Now here's the problem. Okay? Perfectionism
kicks in and goes, okay. I'm gonna have clarity. So I have to have clarity before I get started. You will create clarity over time. Clarity begets clarity. Do you know what that means? Does that make sense to you? The more action we take, the more clear we get. So I wanna say it a different way. Okay? You are probably somewhere between 10 and 50 mistakes away from your dream business because we need to make mistakes to
gather data to get more clear. And if you don't give yourself permission to make mistakes, you're never gonna get clear Who follows? Does this make sense? So there's a direct correlation between how willing you are to make a mistake and how much clarity you create over time. Who follows? Does that make sense y'all? Okay. So if you want clarity, clarity comes from action. Clarity begets more clarity. And so we have to recognize that we start and then we get clear.
We don't get clear and then start. Okay? I'm gonna say something to you now, and this is important. This is very important. We're gonna come back to this later. I'm gonna say it to you now. Okay? How do you make an offer? How do you do it? How do you create an offer? Is there a organization you have to go to to get approval? Do you have to get government licensure? Like, how how do you do it? Y'all ready for this? You ready? This is this
is this is good coaching you're about to get. Whether you think it's good or not, we'll see. But this is absolutely true. Are you ready? This is how you make an offer like this. You just make it up. Okay? You decide. You make a decision, and then you do it. Okay? We were leading a retreat once in Bali. It was a 5 or 6 person retreat. It was $25,000. And the the end of the retreat, I was walking with 1 of the participants, and I had not taken 1 on 1 clients in a while. And
we were walking, and this person was, you know, asking me questions. One of the questions asked me was, hey, Mastin. Do you do 1 on 1 coaching? Now just hear me for a second. Okay? This represents before the conversation. This represents a timeline after the conversation. So we're talking, and time is passing. And right here, she asked me, hey, Masten. Do you do 1 on 1 coaching? What was the answer in this time zone right here? What do you think? That's right. No.
The answer was no. I did not have any one on one coaching. Okay? Now she asked me I thought about it for half a second. And what do you think the answer that came out of my mouth was? Yes. Okay? Now what was the magic? Okay? She said, okay. How much is it? My brain said they just invested 25,000. So guess what I said? $25,000, which at the time was way more than I ever charged before for 1 on 1 coaching. And she said, okay. So then guess what I did? I felt
like I was not enough, and I didn't take any action. I just let it go. No. That's not what I did. K. We're in Bali. I got my scooter. I drove home. I logged on to this website called paypal.com. Anyone ever heard of paypal.com? Anybody? Like, they wanna know how to log in to PayPal? Anybody? Curious. Okay. Perfect. Great. Then I happen to have her email address because, you know, she's in our database. So I took her email, not somebody else's email. Whose email? Hers. I put it in
the invoice, and then there's a place where you put, what is it? I said, 1 on 1 coaching. There's another place that said price. And so what did I do? I put it I hit the 2, I hit the 5, and I hit 0 three times. I make sure there were a dot and then 2 more zeros. So it's 25,000, not 25100 who follows. Does this make sense? Okay? Then what did I do? Did I just sit on it and wonder if it's called the right thing? What do you think? I hit send.
Okay? And then within, like, I don't know, 30 minutes, it was paid like that. Okay? That is the power of okay? And this goes for social media content. This goes for everything. That's also called being creative. That's also called for the neuroscience geeks agency, an internal locus of control. So what this means is there is no prerequisite. Some of you have so many prerequisites for what has to happen before you're enough. What has to happen before you can make an offer? The only thing that
has to happen is you decide. Now other people may say no, and you might get lots of noes, but you're probably only 10 to 50 noes away from your dream business. Who follows? This make sense? Now I'm gonna show you the price of doing it differently. Okay? This is student debt since 1999. Student debt has increased almost two 1000%. The column on the right here is 1,000,000,000 of dollars. Okay? There's almost a $2,000,000,000,000 of student debt. Okay? Who here feels like student debt is a
problem in our world? I'm curious. Anybody? Okay. This is the price of a prerequisite. Okay? If you're honest, if you are, direct about what you do and don't do just like you saw me do at the beginning of this program, this is what we are. This is what we aren't. That's called informed consent. You're allowed to make an offer. This is the price of an action. Okay? And so for context, okay, that's kinda like a $10 meal becoming $203 or a 10 minute wait extending to 3 hours and 13 minutes or a 1
mile trip becoming a 19.3 mile trip. That's a huge shift. Okay? Now the other thing that's happening is inflation. Okay? So $10,000, back in 1999, okay, you'd have to earn and I'll be almost $20,000 to have the same value of the cash. Right? So, basically, right under $20,000 today is what $10,000 used to be worth back in 1999. So what does that mean? It means that we have debt on the rise, and we have the value of
currency going down. When you combine these two things, you cannot rely on the way you've used to earn money, and that's the shit that no one tells you. Okay? And when you listen to the process and you have the courage, the tenacity to make things up, you can beat inflation. Because guess what? Could you raise your prices greater than inflation goes up? Yes or no? Come on y'all. Yes or no? Okay? It's up to you. You get to decide. Okay? So it's important to understand
that. Now another way to think of it is I'll do it backwards for some of us that are dyslexic. Okay? $10,000 today is about $5,000 in 1999. So one way to keep up with inflation is the hope that you get, you know, your pay increases or hope that you invest and you're get a certain return that keeps up with inflation or whatever it might be. Another way is that agency over what you charge and to figure out how to add massive value to clients and over deliver in the high ticket
offer. And by the way, who feels that in your life today? You can kinda feel the value of currency going down and the price of shit going up and maybe the debt and the stress of all that. Okay? And here's the problem. We associate that with education. Right? And education has all these prerequisites. Okay? So let me tell you something. Okay? I went to college for a little bit. I dropped out. I made it to being a sophomore almost. I'm also completing my sophomore year at USC.
And, when I came out to Los Angeles, I was, like, 19 years old. I came out to Los Angeles from Kansas, and I got a job at a company called The Firm, which was a music manager company, a large music manager company. As I said, we work at Lincoln Park, Limp Bizkit, Backstreet Boys, Korn, Stane, Enrique Iglesias, Britney Spears, Michael Jackson, lots of folks long time ago. Vin Diesel, we launched triple x franchise. And I went to USC. I
was studying music business at USC. But then I was interning and then becoming an assistant and working with it to being a manager at this company. What do you think was more valuable to me? Being at school learning shit or actually doing it in the real world. What do you think? The experience was. In fact, I was doing cooler shit than the teachers at USC. They were actually they wanted to know me because I knew higher profile people in
the music business than they did. Right? And, like, I didn't realize that, like, real world experience and being in the muck is way more valuable in many ways. Now back in the day, we call that apprenticeship. So I'm not knocking education at all. What I'm saying to you is we need to remove all the prerequisites. Do you know what I mean by that? A prerequisite is all the shit that has to happen before you blank. Right? And in
school, how many things have to happen before you graduate? Oh my god. So many things. Who follows? This make sense? Okay. How many things have to happen before you make an offer? 0. Well, 1. You decide. That's it. What really interested me in the music business, it was cool to be around celebrities. It was cool to, like, see the behind the scenes thing. I grew up, as a kid, like, loving Limp Bizkit. I was a huge Limp Bizkit fan. We managed Limp
Bizkit at the time, so that was, like, super cool. But what was most interesting was we pioneered at the firm the marriage of celebrity and brands, which you see everywhere today with, like, Kylie Jenner and Kim Kardashian and many other people, Taylor Swift, etcetera. But we pioneered that model. And we acquired a company called Pony that was a shoe company and for, like like, $3,000,000. And then we put it on, like, every celebrity that we had, and we gave them shares and
stuff like that. And then we took the 3,000,000, and then about a year and a half, 2 years later, sold that company for $30,000,000. Now I did the math. I was like, I want that that. I want what what what was that? Because, like, even when you're working on commission, right, you're getting, you know, 10, 15% of something. Like, you'd have to get, like, a $300,000,000 client to get a $30,000,000 commission. That's like a Taylor Swift sized artist. Right? That's a that happens once a
generation. But I was like, anyone can do branding. Right? And I was like, what happened? So I I paid attention to that, and I started to recognize that the power of the brand, what you build, the connection with people is most important. Right? And even if you think about it, music connects people. Who here feels excited to the music that you listen to, to the artists that you listen to? There's a level of connection there. Right? And so I started to really be interested in, like, how to do
personal branding and how to do branding in general. And I applied what I learned to multiple businesses, one of them being the, the daily love, and that blew up. It got millions of readers. Oprah found it, talked about it, that brought Louise Hay, but all these things from applying branding and being consistent over time. And there's branding where there's consumer product branding where you actually sell a product, but there's also branding when it
comes to coaching. So it's important to understand that that know, like, and trust factor of consistency over time of putting yourself out there in a specific way which will teach you is so very important. It's what creates value.