[Music]
hey what's up its Derek Alfred won't fat
town settle for the $30 one I just don't
care yet so it's like how can you make
me care yeah
okay no you're good nice huh
go down I'm reading a blog post where
copywriters talking about how to do
better copywriting and if you talk to
them they're gonna they're gonna be like
oh well there's no right or wrong answer
it's just my opinion like no there
actually is a right and wrong answer
look one of the things business owners
forget about is this no one cares about
what you do no one cares about what you
say people only care about themselves
people only care about how you make them
feel the problem is common to people
have a good mission a good cause and
they screw it up in fact I just went to
Vegas to speak at Selena Sue's
mastermind and I encountered an
entrepreneur who made the same mistake
ask you a question yeah why does it
matter why does it matter
like why does it matter you said you
help people do this and explain it it's
important but why because I think that
businesses have an incredible power and
the controversial controversial don't
care yet though so like how can you make
me care give me an example tell me a
story what kind of impact does this
actually have a lot of people like to
say things like hey I want to show
people how to make this a more
environmentally friendly place but
that's like it's honestly it's kind of
like corporate jargon it's like puffs
peak here's the deal she's a good
message she stands for a good cause and
deep down she probably does good work
the problem is she described her product
or service in a way that's kind of
boring she probably had this idea for
what she did she ran it by a friend she
ran it by a colleague and they're like
you know what great job I support you
the problem is these people already like
you these people are not going to be
impolite and say let me be frank you put
me to sleep they're not gonna say that
however when you take your message out
into the real world when you take that
message and show that message to people
who have never heard of you before
people who don't
care about you people who were bombarded
by 1 million advertisements each day
they're going to see this and their eyes
are gonna glaze over they're gonna tune
you out and they're not going to listen
that's why I always tell people it's
important to work on your messaging it's
important to come up with something that
grabs people's attention it's important
to do as Robert Collier said in the blue
letter book to enter the conversation
that's already going on in people's head
now how do you do it simple I actually
shared the trick inside my speech at
that conference you have to get to the
conflict fast and this is something that
I've done in the last like year if
you've seen my facebook stuff I do these
coffee shop stories and one of the
things that's very prevalent in each of
these stories is like so I'm at the
coffee shop some guy leans over says
what are you working on a screenplay I
said no I'm working on my business and
then five minutes later he screams out
does anyone around here have a job and
there's only me him and the three people
who have a job working at the coffee
shop clearly he was referring to me so
like if you can get to the if you can
get to the conflict faster it's gonna
make people laugh it's gonna make people
say that's me it's gonna make people say
oh my god and they're gonna share it
without even reading it most people
spend way too much time to build up
their idea because they're trying to be
eloquent they're trying to do all this
stuff but that's not the world on the
internet most people who share your
stuff will share without reading it so
you need to be able to figure out a way
to make them laugh in that first like
three sentences if you can't get to the
action or the conflict in the first
three sentences it's never gonna get
shared and I always say like if you want
to look if people are learning how to do
that just watch a 24 episode I watched
three seasons of that back-to-back sleep
in like three hours in between
seasons I know you're probably wondering
what does a TV show like 24 have to do
with creating content for a business and
the answer is everything when you're
looking to get attention from people you
need their attention how do you get
attention conflict drama positivity tell
a good story get people's attention with
flashlights not flashing banners this is
it 1995 but get their attention and you
need to do that especially now people's
attention is split it's split on
Instagram Facebook email advertisers TV
even though you're a business you're in
competition with everything that is
demanding the attention of your customer
you're in competition with Playstation
during competition with YouTube channels
you're in competition with
advertisements you're in competition
with their significant other if you want
to win people over you need to realize
that we are all now in the attention
business you need to get their attention
and this is just one of the ways to do
it so here's what I want to hear from
you based on what you learned in this
video today how do you plan on creating
some new types of content how do you
plan on describing what you do that gets
people's attention leave a comment below
this video also if you like what we got
going on here it's a little bit of a new
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thumbs up subscribe to my channel let me
know what you think and I'll see you in
the next video
take a picture with your car
oh sure yeah sure yeah did you wanna do
you want to sit in it all right here's
what's really got to do a thumbs up I
guess say hey see it
I guess say the deadly first on my first
Lamborghini how's the kid and still
won't let me take a picture