CHAPTER

1
Ryan Magin: Jason Capital. When did you crack the six figure mark?
How did it happen and what did you learn in that
process?
Jason Capital: What did I learn in that process? I was 20 years old. I
was at Michigan State. I was at my fourth college in
four years, and I had bounced around from school to
school to school because I knew, honestly I just didn't
like college. Did you go to college?
Ryan Magin: I did go to college. I hated it. I have a two year degree
that I don't use. Ever.
Jason Capital: Okay. I actually have a friend that went to college and
he hated it so much that he never actually went to pick
up his degree. So he never got it because he just does
not care.

So anyways, I'm 20 years old, I was a college basketball

player, I stopped playing basketball and now I'm just
going from school to school looking for life, looking for
excitement, looking for my path, my purpose. What am
I supposed to be doing? I'm just like ... I remember
looking around at all of my friends and thinking to
myself, "What is wrong with you? How are you so okay
with the recognition that right up ahead is a cubicle
and a Ford Taurus and mortgages that lock you down.
And just nothing good at all." But yet they're okay with
that, they're like, "We'll just deal with it when we get
there. Let's just party." And they just wanted to keep
partying, keep partying, and I didn't want anything to
do with that. It just wasn't interesting to me. I wanted
 to live my life on my terms, I wanted freedom, I want
to do what I want when I want with who I want. I still
do today.
And what happened was, about six months before I
was in Florida, and I went to Elliot Hulse’s gym, where
you, Ryan, worked out at, and we're all there. I meet
Elliot, and Elliot wasn't a big deal back then, he was a
regular guy with a regular gym, who trained regular
people. Didn't have any fame online. And I would go
there expecting to see Elliot.

If you don't know Elliot, Elliot's this behemoth of a
man.
So every time I go there, I'm expecting to be
intimidated and embarrassed because I am a quarter
the size of this world class strongman. But every time I
go there he's not lifting weights, he's not even in the
gym, he has other people training people. He is up in
the attic, he had this little attic in this gym where you
couldn't even stand without hitting your head on the
wood. And he'd just be-
Ryan Magin: It was so hot up there. So hot.
Jason Capital: There were like eight fans blowing everywhere. It's
ninety degrees, hundred degrees in the middle of
Florida summer, and he is crouched over on a forty
dollar folding table with his old laptop, just typing
away at stuff.
One day I was just like, "Dude, Elliot, what are you
doing up there all day?" And he was like, "I'm writing
my first ebook." "What's it called?" "Gridiron Strength"
 And I was like, what does that mean, and he was like,
"I don't know, but they told me to write an ebook, it's
a great way to make a second stream of income on the
internet." I'm like, "Slow down, what did you just say?
Repeat that."
So he walks me through how this works and he was
the first person who told me like, "Hey, you should
write an ebook. You should do this too."

And what was my first thought when I heard that?
Nope, that's not for me. You're the type of person that
writes an ebook, that’s not for me.
At that time I thought I was going to play pro
basketball in Israel or become a chiropractor. That was
what I thought. That's a true story.

Ryan Magin: Why Israel, by the way? I always wanted to know that.
Jason Capital: Well because, my grandparents have Israeli citizenship.
So the way ... just as a side note, if you ever want to
play pro basketball in Israel, in case anyone has that
urge, they have a rule there, of the twelve guys on the
team, that at least three have to be actual Israeli
citizens. Because otherwise all they do is pull the best
players from America or other places, and no one from
the actual country plays in the team. So they instated
this rule that three people from Israel have to actually
be there. Does that make sense? So I was like, "I can fill
that quota. I can be quota guy. I might not be good
enough, but I'll fill the quota and they'll sign me."
Ryan Magin: That's great. I always wondered that. Because I
remembered you telling me that a long time ago. Like,
why Israel? It's like you want to play Canadian football.
Jason Capital: Well, you never know. So anyways, I go back to
Michigan State, I have forgotten about what Elliot's
told me, and I'm on the phone one day with Ryan. You
have to understand I would really never go to class.
When I went to class I would be that kid who, while
the teacher's up there talking, I would bring a
newspaper, not to read it, just to hold it up in front of
my face. Literally, I would hold it up once it got boring,
which was immediately. And the best part was these
teachers didn't say anything.
Ryan Magin: No, they don't care. They don't care.
Jason Capital: That's what blew my mind, they didn't say anything.
So, anyways, I would just be texting, I would be reading
the newspaper, I would be online, just like reading
forums and articles, learning about whatever. And I
would talk to Ryan almost every day. I would be just
walking from class to class, talking to girls, talking to
Ryan on the phone, because we were both super lost
at that time. He was delivering sandwiches as a
delivery guy. We’re like, we can't do this for our lives,
we need something better. And he was like, "Hey, you
should write an ebook." And he was the second person
who told me, and I said "What would I write?" And he
was like, "I don't know, you’re like amazing at dribbling
a basketball, just write about that.Then sell it.”
 So I wrote this book teaching basketball players how to
dribble better, so they can make the team, and maybe
get a college scholarship. And it worked out really well.
Later on, when I first released, it, I'll never forget. It
was the night before Halloween, I was twenty years old
and I had written a little bit of sales copy, I didn't know
what I was doing. It was a Word Press website, the
website looked like shit, the buy buttons were from
PayPal, just $14.95 for the ebook. And I put it up
thinking, "I'm going to put up this book, I'm going to go
party, I'm going to have a great time, I'm going to wake
up tomorrow, the day after Halloween, I'm going to
have a ton of money, I'm going to be the living the six
figure freedom lifestyle, everything's going to be
great."

So the partying part went well. I did that correctly. But

when I woke up the next morning, no sales. People
were coming to the site, no sales. Nothing had
happened. And this went on for about four months,
until one day, Ryan again, talking to him on the phone,
and he's like, "There is this big online marketing
seminar you have to go to. It's called the Underground
Online Marketing Seminar. It's put on by this guy Yanik
Silver, and it's $3000 a ticket but for people under the
age of 25 there's a scholarship. And you should apply."
I was 20. So, I was like, "Screw it, I'll do it, why not?
You got a good opportunity, you just realize I have
nothing to lose by applying, and I have everything to
gain. Why wouldn't I just do it?” So I do it. I don't hear
back from them until three days before the event, and
I get a call from the coordinator and she's like, "Hey,
 so, good news and bad news. Bad news is, you weren't
one of the ten who got picked. Good news is number
ten is from Pakistan and her government won't let her
come so, you're number eleven. Do you want to
come?"

Jackpot. ”Yeah, sure, I'll come." So I hang up the
phone, I do a little dance, I call Ryan and I go.
So I go, I show up, and I just did a hell of a job
networking at this event. It worked out really well.
There was this guy who spoke, his name was Greg
Poulos P-O-U-L-O-S, he sold stock trading advice
courses, they were like $4000 courses. And he spoke
there, he gave a great presentation about launches,
but he was from a city in Michigan where I was born,
ten minutes away, there was like this connection. So
immediately when he got offstage, you know speakers
get bum rushed, I waited like twenty minutes until it
cleared and then I go up and talk to him and I drop that
in and we started connecting. And after about twenty
minutes, he was like stay in touch with me if you ever
need anything.
So I met him, I met Craig Ballantyne there, I met this
guy named Mike Geary who was like the underground
king of the internet that no one knows. He's this guy,
lives in Utah, just snowboards all day and makes a
million dollars a month doing almost nothing. You hear
about the "Internet Lifestyle”, he is one of those guys.
So, I come back home, I have this ball handling ebook
that hasn't made any sales whatsoever, but I have this
new information because I went to this event. And I
 connected with this guy and he told me about this
launch stuff.
So I just, I turn my brain off, I do exactly what they told
me to do, I re-change my website, I relaunch the
product, and within a week it was making $20,000 a
month. Actually the first day we relaunched it, or
whatever, it made $7,000 on the first day. And that
was the first day I was like, "Holy shit, I actually have
money now. This is really, really fucking cool." So, that
went on for a couple years, about fifteen-twenty
thousand dollars a month consistently with that
business.

What did I learn from that process? The first thing was
that going about it on my own really didn't lead
anywhere. Right? Like, you can learn a little about
what to do from reading about it, watching certain
videos on it, but it's not until you have an experienced
eye in-person say something to you, talk to you, give
you that environmental exposure, give you that
feedback. It just took ten, twenty minutes, it wasn't
like I spent weeks with these guys there. But it being
in-person instead of over the Internet made such a
huge impact. Because it's not just the skills that you're
getting, for a temporary moment when you're first
starting, you have no confidence that you can do it.
Who else can else relate to this? You’re not sure you
can do it at the start, right? And for that temporary
starting point, it's really, really, valuable, if you can
have someone who has that confidence, and they can
zap it in you. Just enough for you to get started. Just to
carry you through the first 50 yards, right? And then
 once you've gotten past that hump, you get a little
confidence, you make some sales, you get some early
wins, you have momentum going for you. Now you can
start building on it, now you can start doing it yourself,
you can take the training wheels off. You don't need
them anymore. But that's crucial, that's so important.
So that was one that was huge.

And, man, the other one was, honestly, it was super

validating because for so many years I looked at
everyone that was going to the college and taking the
normal path and basically saying you guys are wrong
and you're going about this all the wrong way. And I
had nothing to back it up, but now, now I'm 20, I'm
driving a foreign sports car around Michigan State
campus.

I remember going to class one day, Michigan State,

right after I'm making my money, and I didn't drop out
of school yet, and I pull up to class, it was like some
philosophy class or something. And as I pull into the
parking lot, I pull in my Audi convertible, and the
teacher pulls in in their Toyota Camry, this beat up ’93
88car on it’s last breath, and we both park at the same
time, we get out at the same time, she looks at me, I
look at her, she looks at my car, I look at her car,
and…it just hits me all at once.
In that moment, I thought to myself, why am I still in
school? I have to go sit down and listen to Toyota
Camry tell the Audi how to live? Like this isn't gonna ...

Ryan Magin: You loved that car. You loved that car.
Jason Capital: I loved it. Unfortunately I went broke later and had to
sell it but at the time ... it was super validating. Like, as
immature, or crass, or puerile as that may sound, that,
it just felt really good to be like, “I was Right, everyone
else wrong." That part felt really good.
Ryan Magin: So, moving forward from there, because now you're
experienced in money, you're experienced in success,
what does paradise on earth mean to you? What is
that really for us?
Jason Capital: Well that's really what it became for me, it became
what I would call a paradise on earth for a few years.
Because now you have a business that makes you
really good money, but you work your own hours, you
have no one telling you what to do, you live where you
want, you go where you want, you talk to who you
want, you do what you want. You're totally free.
Paradise on earth to me doesn't mean you have to be
on a fucking island sipping mojitos listening to Kygo.
Right? Good, but that's not for everybody. That's not
for me. I like being active, I like being around people, I
like growing, I like learning, I like diving into life’s
waters.
So, to me it's just total freedom. The freedom to do
what you want, when you want, with who you want.
That’s paradise on earth mean to me, that is it. It's
that.

I remember when I was a kid my dad would always
wake me up for school at like 6 a.m. 6:20 a.m. or
something like that, and every day, like, listen, he has
to get to work, he has to pay for everything, he's never
 home, he's always working. Not only that, he has to do
all that shit for himself, he's got to wake up all his kids
for school at the same time.
He's doing a lot of shit. And I was younger, I didn't
realize that. So every morning he'd wake me up and I'd
get mad at my dad for waking me up for school. I'd like
give him shit about it, right? Now, I'm like, "Dad, I'm
sorry." I didn't know. But I remember telling him, like
every morning, "One day when I get older, I'm never
going to use an alarm in the morning. I will only wake
up when I want to wake up. I will never wake up to an
alarm again." And that's what happened. Once you
start making this money it's like, yeah I can do
whatever I want. I'll stay up when I want, I'll do what I
want. It's just total freedom.

It's funny, Osho always talks about how kids are often
much smarter than adults. Because parents'll be like,
"It's 9 p.m. you have to go to bed." And the kid's like,
"Well, I'm not tired." And they're like, "Well it's 9 p.m.
you have to go to bed." Who's the dumb one in this
situation? The kid is not tired, why would you make
the kid go to bed? Kids know. Kids will go to sleep
when they're tired. They know to eat when they're
hungry. They should not eat when they're not hungry.
A mom is like, "It's dinnertime," the kids like, "Well I'm
not hungry," she's like, "Well, it's dinnertime, you have
to.” Who’s being unintelligent here?
I really like the idea of just doing things your own way.
What you want, when you want, with who you want.

 I remember when I was thirteen years old and this is
the age, if anyone here grew up when you had any
Jewish kids in your school, this is when the Bar
Mitzvahs were happening, or you got invited to them.
It was funny because there'd be two kinds of Bar
Mitzvahs you'd go to, the normal ones where it's just
very normal, and then the rich families would put on
these crazy Bar Mitzvahs. There was one Bar Mitzvah
where they brought in the group 112. To perform at
the kid's Bar Mitzvah. This was like when Peaches and
Cream was a big hit. Way back in the day.
Ryan Magin: I was going to say, that was like a huge band.

Jason Capital: It was like a 100K just to have them sing three songs at
this kid’s party. So, we're at it and there's a slew of
amazing appetizers. And I'm looking at it and I see that
its filet mignon for an appetizer. For like thirteen year
old kids. I'm like, "This is great.” So, I get my plate, I'm
all excited, I get my fork, I'm salivating, I pick up like
three giant slabs of the filet and I slap it down on my
plate and I walk away, and I go to the corner, because I
don't want to be interrupted with my filet mignon.
So I go to take a bite. And you know when you go to
bite into a filet, if it's good, it's juicy, but it's thick, you
got to really chew it at first. It should melt a little bit,
but there should also be some substance to it. And I go
to bite this piece, and my teeth slice right through it.
Like it was a banana or something. Just no resistance,
no substance at all.

Because I realized it was a portobello mushroom. It
 wasn't filet at all.

I remember I went to a friend, and I said, "This is the
worst filet ever." He said, "Dude that's a mushroom."
And so what's the point of this? Well, when we were
younger, we were taught that we’ll go to school, get a
good degree, get a good job, have get a great spouse,
have great kids, white picket fence, live this great
happy life. You'll be happy, you'll be taken care of, your
life will be good. And that's like the filet mignon. We're
taught that's like the filet of life. That's like the best
thing you can do. But a lot of times, what we're told is
filet is actually just a portobello mushroom.

And in truth that lifestyle of, get a good degree, get a
good job, get married early, get a mortgage, that
whole thing... it's a portobello mushroom.
99% of the people I know who do that are completely
unhappy with it. They're unsatisfied, they're unhappy,
they feel stuck, they feel trapped, they feel boxed in,
they feel like there's no way out. And it really ... I want
people who read this, I want it to wake something up
inside of them, if they are in that position, to realize
that it's never too late, that you can get started, and
you don't have to wait for anyone to give you
permission. You can actually tell yourself, "Hey I'm
going to get started and I'm going to do this. Starting
right now, I'm going to get my own paradise on earth
to me."
Whatever that means to you is going to be different.
Like, for some people it is going to be mojitos on the
 beach, Kygo, girls in bikinis bouncing around, soaking
up the sun.
For other people, you know I remember I was at this
Mastermind, last month in Phoenix, and I was talking
to this girl. She has a $200,000 a month business. On
Instagram and personal training. They do a lot of Cross
Fit stuff. And I was telling her, you can do this, this, and
this, and you could get to a million, and she was like,
her mind is being blown, and she's taking all these
notes. And I was like, and then at that point you can
start living the life, private jets, five star hotels, maybe
the south of France for the summer. And she's like, no,
no, no, no. She goes, if I make this money, I’m buying a
cabin and backpacking in Utah.

And it reset my brain for a second. Because in my mind
I'm like, private jets, south of France, and she's like, no,
backpacking in Utah. That's what she wants. That's
awesome. The whole point is that the Six Figure
Freedom lifestyle, whatever you want to call it, isn't
about Kygo and beach balls and yachts on the south of
France in the summer. It's a vehicle to freedom. The
freedom to do what you want, when you want, with
who you want, however you want. And the best part
is, with it, you make an impact on other people. So it's
not just a selfish thing, it's completely ... its a
contributive thing. It's a giving thing also.

It has both sides to it. And it relates to what I call the

Life Mastery Triad. And I've talked about this before.
 The Life Mastery Triad. For guys, for people on Team
Capital, it's Women, Wealth,
Freedom. Wealth

Women Freedom

These are the three big areas in our lives as men.

Because look, listen, if we have great wealth and we
have great relationships with women in our lives, but
we feel trapped and not free, we're not happy.

And if we have all the wealth in the world and we're

totally free about it, but we have no relationships with
women, we're emotionally cold or detached, there's
not relationships, there's nothing nurturing, we’re not
receiving that nurturing feminine energy or anything
like that, we also feel depleted.
And if we have great relationships with women and
we're free to do what we want but we have no money,
we feel stifled. We feel like there's a certain limit of life
we can get to and we can never get above it.

So those are our three big areas to focus on.

 And when you have a Six Figure Freedom lifestyle, you
get two out of the three done. Right? You're creating
wealth and you're creating freedom for yourself. The
women part, I mean honestly if you have this lifestyle,
it's a very attractive lifestyle for women of course.
Generally speaking, she'd rather date the guy who can
just take a trip at the drop of a hat and bring her along
with him than the guy who's working at Hertz six days
a week. It's just. What it is.
Ryan Magin: Amazing insight there for men.

So why should we start building our Six Figure
Freedom business, like right now in this day and age,
and the way things are today?
Jason Capital: There are seven reasons that you should start building
your Six Figure Freedom business now. Number One is
freedom, is the first one. It is the fastest, most
efficient, most effective way to being wealthy but also
being free. I know a lot of people who became internet
marketers, who now make seven figures but work 18
hours a day, 6 days a week and are trapped. That's not
freedom. I would rather make good money, be
completely free than make great money, be
completely trapped. I think most people would agree
with that. So it is the vehicle to freedom.
The second one is the styles we're going to talk about
in this program, is they're all about recurring income. I
have had both businesses, I have had businesses
where every day I wake up, I start from zero and I have
to figure out a way to sell people ostuff in order to
make the amount of money I want to make that day. If
 you've ever done that before, you know it's stressful.
You wake up and you're behind the eight ball every
day, and you have to do all this stuff just to get to a
good point where you feel like, okay I can take a break
now.
With recurring income, when you wake up, you have
automatic money coming in every single day that you
don't have to think about, you don't have to worry
about. If you have a, let's say like a hundred dollar a
month, let's say a fifty dollar a month recurring
program, and you want to make 10k a month, you're
going to need 200 people in that recurring program.
Now gathering 200 people might sound hard to some
people, to others it might be nothing. I’m a member of
at least a dozen recurring programs with others. I love
being a part of them.
Another way to do it, is you’d have 10 people paying
you a thousand dollars a month. And you're set for the
month. And really how hard is it ... when you have 200
people in a recurring program, that's 200 personalities,
200 egos, 200 relationships you have to maintain in
order to keep them in there. With ten people it's really
not that hard. There's people who have families that
are bigger than 10 and you know how to keep
relationships with all 10 of them. You know how to do
that. So, you have freedom, you have recurring
income, you're not stressed about where the money is
coming from, at the start of the month you always
know how much is going to come in at least minimum,
from where and who it's going to come from.
 The third thing is speed. In a normal business, a normal
older one, like for instance Ryan, you used to deliver
sandwiches, I remember, I drove with you a couple
times just to see what it was like. Not for me. I don't
think it was for you either.
Ryan Magin: Don't think it was for me.
Jason Capital: But I'm imagining the guy who owned the deli. I
remember meeting him, I don't remember his name.
Ryan Magin: Louie G.
Jason Capital: Louie G?
Ryan Magin: Louie G. Not Luigi. Call him Luigi he got mad. Louie G.
Jason Capital: So Louie G, starting his deli, wants to build it up, wants
to make it multiple delis. The amount of time it takes
to make multiple delis successful is insane in today's
world. It literally ... like if you have all your marketing
tools and pieces and you're just a badass at marketing
and creating systems and hiring people and getting the
word out and all those things, which you're probably
not, most people aren't, it's going to take you at least
8-12 months in order to build a good deli business.

On top of it, by the way, every day you wake up, do

you have recurring income? Do you know how many
sandwiches are going to be sold today? No. You got to
wake up every day, hope people will show up, hope
they'll buy, hope they'll buy more, hope they'll tell
their friends. It's insane how hard you have to work.
And then to create multiple ones it's going to take you
several years. Most people ... the learning curve is
 insane. Its a painful, lengthy learning curve that never
seems to end.
On the other hand, with a Six Figure Freedom business,
in each of the ways we're going to talk about here, you
can be up and running within a week and you can be at
six figures in under 90 days. And that's it. I'm not
choosing for anyone here, neither of them are perfect,
but I know which one I would choose, and I think I
know which one people would choose. So that's
number three.

Number four is that, if you look at the deli business, I

mean that's not even a good example for this, but the
amount of overhead in a deli business is insane. You
got to stockpile bread, meats, cold cuts, lettuce,
ketchups, mayonnaises, delivery people.

Ryan Magin: Locations.

Jason Capital: Locations, landlord, toilet, janitor, lighting, electricity,
internet. You have to deal with all of their
personalities. Your waitresses are on their phone all
day. No one wants to be there. Some people just will
never leave. There's that one guy that eats there every
day and just hangs out for too long and he takes up a
table. There is always this kind of stuff. It's just a huge
amount of overhead.
Jason Capital: And it's low profit margins because you have that high
overhead. You have to sell more just to keep a little bit.

With a Six Figure Freedom business, your overhead is
your laptop. Most people already have a laptop.
Literally, your MacBook is your office. That's it. Maybe
 you pay for internet, maybe you have to pay for
hosting for a website, costs you ten bucks a month, a
URL, a domain name costs you ten bucks flat one time.
The overhead is literally almost nothing. So that's
number four.
Number five is the learning curve. If you go to college
and you want to become a CPA, CPAs make an average
I think about $80,000 a year, something like that. Not
only are you stuck at a job the whole time ... and the
thing is there's this idea that people, like anyone who
works nine to five hates their life and hates their job
and I don't think that's true. I think a lot of people nine
to five, they don't hate it, they just don't love it. It
doesn't get them juiced. They're not passionate about
it. Its just something that they have to accept in order
to have fun a part of the time, mainly on Thursday,
Friday, Saturday. Like, that's how they kind of look at
it.
I don't want my life to be one of those things where
I'm like, "Just let me get through X, so I can enjoy Y." I
just want to enjoy X and I want to enjoy Y. That's why I
want to design my own life. But that guy who's a CPA,
he had to go to college for four years, just to learn the
skill, and then when you go and you work as a real
CPA, let's say, do you think you already know what to
do? The day you show up? If you're an eight figure
businessman, and you got your taxes, you going to
hand them over to a 23 year old who's never done it
before and be like, "All right, thanks." No, you want
Mr. Gray Hair. You want the guy who's been doing it
 for 42 years and did the books for Aristotle Onassis,
that's the guy you want.
So the learning curve is insane. Four years of college,
more time at work where you have to be someone's
understudy and then someone else's understudy and
it's insane.

The learning curve here is under 90 days. The two
models we're going to be talking about, going deep in
today here are internet marketing, and how to start
that and get to six figures in 90 days, and the other one
is starting your own social media consultant business.
How to become a social media consultant yourself.
Those are the two ways we're going to be breaking
down here today. The exact system, how to do it, how
to get the six figures in 90 days. To learn both of those,
under 90 days, you can do it.
That's number five. Number six. So, my first CPA, it's
funny, we're going to stay on this tangent here for a
second, my first CPA when I was in Michigan, and I'm
21 years old and I'm making money, I distinctly
remember going to meet him and he hated me. He
hated me. He would find everything that I did with
how I set up my taxes and kept my receipts and stuff,
he would find everything wrong with it. You're doing
this wrong, you're doing that wrong, you're just a
dumb entrepreneur, you're a dumb kid, you're just
making lucky money right now, this won't last. He
would say things like this to me all the time.
And I remember telling a friend of mine who's much
older and successful about it and he reframed it for
 me. He let me realize, like, "Jason, you realize he's in
his fifties, he's been stuck at his job for 30-something
years, he's never going to change, he's never going to
end, he sees a kid who's 21 making the same amount
of money as him and you started making it
immediately, it's taken him 30 years of pain to get
there. He's not going to like you. He's just not going to
like you." And it's true.
So the other portion of it I realized is that part of the
reason he resented me was that he would see, online
on Facebook, all these different testimonials I would
be getting for just the basketball programs.

We’d be posting about 30 or 40 testimonials a week.

And he in 30-something years doing CPA work, he
doesn't have testimonials. He gets a few nice letters a
year. We all have this innate need to feel that we are
contributing, that we're making a real impact in other
people’s lives. We like helping others.

If you come from the dating world, if you come from

the PUA world, you have this mindset, you never help
anybody for the sake of it, because most guys get into
trouble with girls when they always want to help her or
save her and you end up pushing her away with your
neediness and supplicating mentality.
And that can be true in that world, but in the general
world, we like helping. Especially people who deserve
our help. We like giving, we like contributing, we like
making a real impact. And how do we know we're
making an impact to someone? How can you know you
 made an impact in someone's life? Usually, they have
to to tell you. They give you a testimonial, they tell you
you helped them, that you changed their life, its an
amazing feeling. My former CPA was never going to
really get that from his work.
When you are a social media consultant, you're going
to be hearing from your clients all the time that you
have changed their lives and you have changed their
business. That feels good. When you have an internet
marketing business, you're hearing from customers
every single day, we have over 15,000 success stories
now, I see hundreds every day for people whose lives
have been changed by our work. That's awesome.
That's an amazing feeling. So you get that as well from
doing it this way.

And then number seven is you get this sense of respect

and recognition and significance without the insane
stress of being famous. So basically, you get the
benefits of fame without the pain of being famous.

If you have an internet marketing business and you're
successful with it, you get recognized once a month.
Not every time you go out. You don't have to worry
about that. But it's cool once in a while.
When I was younger, I remember, I was out, I
remember I went to a bar, actually in East Lansing,
with a buddy of mine, and we're walking in, and it's the
first time this ever happened, and this guy's screaming
my name. And I'm like, "What's going on?" And he's
like, "Dude, I bought your ebook, it's amazing," he was
a college coach, he goes, "My whole team, we train
 with it, it's awesome, our school is Davenport College.”
He wanted to take a picture, he made my friend hold
the camera, and then he walks away and my buddy
was like, "What the hell just happened?" And I was
like, "I don't know. I suppose I’mm a big deal."
Ryan Magin: I’m curious, have you ever had any issues with that?
Even now at this point, where you are now…

Jason Capital: So before I share any more on this, I want to state an

important business lesson related to this. There was
this guy I used to know, really famous internet
marketer, successful guy, but his rule about doing
business with other people, whether it was affiliates or
actual partnership, was I never want to do business
with someone whose number one goal is being
famous. Because there's people who get into internet
marketing, who their goal isn't to maximize profit for
the shareholders and build a great company, it's to use
it as a vehicle to fame.
And he never wanted to do business with something
like that because if someone, like deep down their
unconscious number one desire is to be famous, they
have so many self esteem issues that it's going to
cause so many problems long term that you just want
to avoid doing business with that person permanently.
They will sabotage the business at the expense of
igniting and amplifying their own fame. Which makes a
lot of sense.
Probably why you never want to partner with someone
who's like Insta-famous or something and that's their
business because they're going to have issues. They
 didn't go through the school of hard knocks to learn
how to do this for real and how to monetize for real,
it's not going to last. They don't have a moat, as
Warren Buffet would say. The other thing is, weird
stuff can happen as your fame grows.
At one of our recent events, someone in the audience
come up to my assistant and ask to purchase my
sweat. A mason jar, a little shot glass of it. My sweat.
They asked to buy it. I've had another guy who asked
for a DNA sample. Not even going there.

It can be weird. There was another one where, Tobias,

who's actually in our Mastermind group, after an
Orange County event, he gets an Uber with a couple
friends and they're going to Time Nightclub and the
Uber driver's like, "So where are you guys, what are
you guys doing here? What are you from?" They’re like
"We're here from Sweden, we flew in for Jason
Capital's event, do you know him?" And the Uber
driver, who I have no idea who it is, is like, "I know that
guy. I don't like that guy." They're like, "Why, why?" He
goes, "All he does is party and sleep with girls." And
they're like “Yeah man!" It's so funny.
This is a guy who just doesn't like me personally. One
of the greatest fears most people have is a fear of
being disliked. That is a real thing. When you put
yourself out there, you have to understand that a
percentage of people are just going to dislike you no
matter what you do. No matter what.

If you start a social media consulting business, some of

the people who you go to meet and talk to and audit
 their business, and show them how your social media
managerial style can help them grow their business,
they will just dislike you. You're going to have to accept
rejection. So when you put yourself out there, and
when you're marketing, say you have a product or
you're an affiliate, there are just some people who are
just going to talk shit about you. Read YouTube
comments. These are the meanest people on the
planet. Some people just won't like you.
But the other side of it, you have to remember that
quote, "You can't please 100% of the people all the
time." The other side we all have to remember is you
can't piss off 100% of the people all the time. Try it. Try
and piss off everybody, you will fail. It is physically
impossible to piss off 100% of the people. Because
someone listening will be like, I think that too. You're
talking negatively about, I don't know, ice cream.
Everyone loves ice cream, right? No. Someone hates
ice cream out there. I guarantee it. And if you say
something negative, like, “Anyone who likes ice cream
is a fool,” someone will agree with you. No matter
what you say, you cannot piss off everybody.
Ryan Magin: It's true.
Jason Capital: It's just one of those things. So, here's what happened.
When I was younger, I was 24, 25, something like that,
and I was full time dating coaching, I was approached
by an agent who created a lot of TV shows. He created
Jersey Shore, he created some other shows like that
and he was an expert on the Bachelor, Bachelorette.
Like, behind the scenes, he was like this guy who
 moved chess pieces around to make sure they would
have the drama they needed to keep the ratings high.
And he wanted to get me a TV show. So they sent me
to the E channel, MTV, and ABC. And we did these
meetings, it took me like four meetings to realize this is
not only is this a waste of my time, but I don't want to
be on TV. But there was one story he told me, which
when people hear it their mind goes, holy shit. Like it
really makes you realize how fruitless fame is, and how
fake it is, because he was working on ... have you ever
seen The Bachelor?
Ryan Magin: Yeah.

Jason Capital: You watch it?

Ryan Magin: I do.
Jason Capital: Okay. No judgment.

Ryan Magin: None taken.

Jason Capital: So, he's working on the Bachelor. That's the one with
one guy and many women, right?
Ryan Magin: Yeah.
Jason Capital: So, they have this episode, this special episode where
there's like 12 girls left, and what they're going to do is
the guy's not going to be in this episode. It's going to
be like the pow wow episode, where they have 12 of
the women together, they're hanging out, they're
drinking wine, they're doing confessions, they're
talking with each other, sharing stories, stuff they've
never told anyone. And they're doing it on like this
 shag carpet with couches, that's the scene. And as
they're doing it, his plan is they're going to get drunk,
they're going to say some stupid shit, and it's going to
be great for our ratings, right because we're going to
be able to use that clip of the women fighting, or
maybe a little cat fight, and then we'll show that and
everyone's going to go and watch it.

So about halfway through, they're just being lovey

dovey. No one's saying a mean word to anyone, it's
just like kumbaya. It's pissing him off. So he goes,
"Everyone go on a break," he sends them off on a
break, he clears it out. He takes one of the wine glasses
and he shatters it and then he spreads shards of
broken glass all over the shag carpet. And then when
the girls come back, he goes, "Okay, so it's time to get
cozy now. Ladies, everyone take off your shoes, now
we're going to enter the relaxation period," or
whatever. So they all take off their shoes and they start
walking back.
And of course one of the girls steps on a piece of shard,
she slices her foot open, there's blood gushing
everywhere. Now girls are yelling, now they're fighting,
he gets to call an ambulance, they get a shot of the
camera with the sirens screaming, and he's getting it
all on camera and he's watching it all happen. Tears
are flowing and blood is dripping, and he's like, "Yes.
This is going to keep our ratings up." He had a rule, he
told me, he said that tears equal money on TV. Tears
equal money. He wanted to create tears. And he goes,
"I, literally, had to engineer pain and sorrow and tears
on every episode, whether it was The Bachelor, Jersey
 Shore or another show, to ensure the ratings were
high."
And it was at that moment I realized, all of it is
engineered, all of it is fake, but also, look at all the
work and pain he and all of them had to go through,
just to maintain a certain level of fame. This is a world I
want nothing to do with.

If that doesn't un-sell you on how fruitless it is, I don't
know what will. So, that's just my final warning, is if
you're looking to get into this thinking that, if your goal
is fame not freedom, this won't work. This is not, that's
not what this is. This is about freedom. Your freedom.

So, I don't know if you have any more questions about
that, but that's my final warning.
Ryan Magin: It’s all so fake and scripted. But that’s actually a good
segue because there's a formula that they follow to
ensure that the masses keep watching. But there's
also a a script you can follow to create a Six Figure
Freedom business very simply. And that's what we're
going to be going over in our next chapter..
CHAPTER 2

Ryan: We're going to be going deep into the two ways to a Six-Figure Freedom Business, soon.
But let's get clear on what it really is, first. What does it mean to have a Six-Figure
Freedom Business?

Jason: So if you have a Six-Figure Freedom Business, here's the first thing. For a long time, I was
creating these trainings and systems, and courses to teach people how to make seven
figures. That's what I was pushing, and it didn't connect the way that I thought it would,
and I had to ask myself, why was this happening? The truth is most people just simply
aren't at the point, where they're ready to wrap their mind around making seven
figures, yet. First, they need to go, holy crap, I can make six. I didn't realize this, right?
You have to go six, before seven. It hit me when I realized it, which was my own fault
because I went from zero to seven really, really, quickly. That's not gonna happen for
everybody. I get that.

Six-Figure Freedom. So let's say that you're making $200,000 a year, and that rate, you
have total freedom. So you're making $200,000 a year. You have the freedom to what
you want, when you want, with who you want, and you wake up when you want.
You’ve got it all going for you.

Are you going to be driving a Ferrari? No, probably not. Are you going to be living in the
dopest penthouse in the city or a mansion? No, probably not. Are you going to be flying
in private jets? Probably, not. Are you going to rent yachts? No, probably not. You are
going to live in a nice place. You're going to drive a cool car. You're going to eat out
when you want.

You can probably fly first class a few times a year. Maybe if you do well with credit card
points, you can figure out a way to ... Like a first-class flight from LAX to let's say Rome,
that's like a $10,000 flight one-way for first class. Business might be like $7,000, and
then coach, I think you can get for $1,000 or something like that. If you fly to Rome, you
go to Europe, you're taking trips around the world, or whatever. You're probably not
flying first class. You're probably just flying coach, right? Now, to most people, is that a
huge deal? No. For most people, that's good enough.

That was one thing I had to accept about others because I know from just my own
standards personally, that's not good enough. But I know for most people, that is good
enough. And they might even say, no, no, Jason, I'm like you. That's not good enough for
me. I want to fly first class. I want a Ferrari. I want a penthouse. I want to do all that
stuff. Get to $200,000 a year, and then see if you still want to keep working harder.

I remember Dan Pena would talk about how he'd have people at the seminars and
they'd be at his castle. And he'd go around and he'd ask them, how much money do you
want to make? A billion, 5 billion, 100 million, 60 million, 30 billion, like he'd get crazy
numbers, and he'd let them all say what they wanted. And then when they're done, he'd
look at you and he'd go, fucking bullshit. They'd go, what do you mean? He goes, you're
all liars, telling me what I want to hear. Pena said he hears it every year at his seminar.
And then a few years later, a few make 3 million, 6 million, 10 million, and then he never
 hears from them again. They stop because they made some money. They don't want to
keep going to billions. Most people simply just ... They don't want to, and that's totally
fine. This whole thing is about designing the life that you want, not the life that
someone wants for you and you feel like you have to live up to someone else's standard.
That's not what this is about.

So a Six-Figure Freedom Lifestyle, I'm not trying to de-sell anyone on it, but it's just
realizing what it truly is. Now, with those understandings, it also has some badass
benefits for you. Like the average corporate guy, the average person that's working a
normal job, dude, $200,000 a year working corporate is awful compared to $200,000 a
year with freedom.

In one of 'em, you are the corporate guy. You're stuck waking up with an alarm. You're
stuck driving in traffic at 8:00 AM, every morning, in rush hour traffic, which is shown to
shorten your life by years because if you get in traffic, your cortisol just increases
immediately. So you have that. You're going to be stuck working at an office. You'll like
some of the people you work with and you probably won't like the others, but you're
still going to have to see them every day. In what universe is it okay to have to be
around people you don't like, and be forced to spend time with them every day? How
painful does that sound? It sounds awful. Can you imagine? Just think of someone that
you really don't like, who probably you haven't seen in months, and now you have to
see them every day, and hear them too. It's terrible, right? So you have to deal with all
of that.

And then, there's the whole side of taking orders.Do you love your company’s mission?
Do you love what it’s about? Do you feel like you're really helping people? If you do, you
might not mind taking orders but otherwise, each order is like a sledgehammer to your
self-worth. So there’s all that other stuff, which you probably won't, but you're stuck
with all that.

When you have the $200,000 a year setup but you have freedom, you don't have any of
that. People you don't like, cut ‘em out, never see 'em again. You want to take a trip,
randomly. You’re just like it's Tuesday, I'm bored. Screw it. I want to go to the beach and
just spend four days hanging at an Airbnb, and just kick back, and drink wine, and watch
the waves, you can do that. You cannot do that, otherwise.

I want to make it clear, I guess, the difference between the two. This isn't Seven-Figure
Freedom. This is Six-Figure Freedom, right? Which is, again, it's still good. And truly
great for most people. You can have season tickets to the Lakers, they just won't be
floor seats. You can take trips to Europe, whenever you want. You just won't fly first
class, but honestly, you'll be doing better than 99% of the population, and life will still
be pretty good.

Ryan: I think you said it a while back. I don't know if it was a video or another one of your
courses, but it was about getting really clear on what you want, and then splurge on the
things that you want to splurge on. Like that's where this kind of comes in. Some people
might want to fly and not care about flying coach, but they want the suite with Knicks or
the Jets, whatever it may be, a football team. That's what they splurge on, and that's
 like their thing. But then, you just kind of chill on everything else, and that's like going
back to what we talked about in session one. It's like you've got to get super clear on
what is that freedom lifestyle for you.

Jason: Yeah. And actually, we're gonna map that out with an exercise, coming up, and that's
the thing. If you have $15,000 a month and your income is 180K a year, with that 15K,
you can get really creative. You can get really creative in how you want to set up your
life.

I'm a huge believer in that if you have everything else in your life systematized, and it
doesn't change - meaning here's your rent, here's your car, here's your food, you know
what that stuff is and costs, and if you can get it to a number, a lifestyle that you're cool
with and a number that stays the same, you’re now able to know that ,”I have $5,000 a
month that can be a part of my freedom fund, and I can just do whatever I want with it.
I can splurge on tickets, or trips, or jackets, or shoes, or sunglasses.” You can do that.

Listen, buying $1,000 pairs of sunglasses and flip flops, it gets boring after a while. It's
not going to excite you after the first couple times. If you want to make a ton of money,
so you can just buy a bunch of stuff, that's not going to make you happy anyway. The
brain research show that. You will extract the similar amount of dopamine and
serotonin from one splurge purchase a month as opposed to six in the same month
because you get desensitized to it very, very quickly. So doing it the most strategic way
is almost always best.

Ryan: And it's kind of cool that when you meet and talk to people, they have different versions
of it. Like the girl. You were like private jets, the penthouse, and she's like, nah, I just
want to go sit in the woods with a backpack.

It's like a lot of people think they have to think about private jets, penthouses, but
you're really not. It's about your personal desires and getting clear on what those things
are, and you build straight to that.

Jason: Yeah, and certainly, avoid being seduced by the imagery that your eyes see on
Instagram.

Ryan: Yes, here we go…

Jason: Well, you have this idea of what you're supposed to do when you get money because
this is what you see other people doing with money on social media, and it's not a
healthy way to go, and it's not true to yourself. You're not being true to what you want
at all. You're like I'm going to take that private jet to Rome. I’m gonna do it. I’m going to
take a picture and I’m going to post it, and then everyone's going to be jealous of me,
just like I'm jealous of this person, and that is just such a fruitless way to live, and I don't
think anyone listening here is going to fall into that trap.

But then, even if you look at the day-to-day of the difference between the two, like just
normal guy and the corporate guy. He's working his way up the ladder. He wakes up
every morning to an alarm. Is he excited about his day and his life? Probably not. Maybe
if he’s already scheduled an event at nighttime, he is looking forward to that, but it's
 drudgery. It's getting through the day, not from the day, and he has to go in rush hour,
and he's stressed, and he needs to put on clothes that he probably doesn't even like
wearing. He's forced to wear a suit and tie, or she's forced to get dressed up and wear
heels, right? And then, they're stuck at work all day around negative people, people
they don't want to be around a lot of the times, a boss maybe they don't like. Someone
they know they could be running the company a million times better than their boss is.

They want to go to the gym and get in shape, but there's no time during the day, and by
5:00 PM, guess what? You're exhausted. You don't have the energy to go to the gym. So
then, you go home, and again, you're stuck in rush hour, again. You literally spend two
hours of your day, a lot of the time, stuck in traffic, being stress. And then, you go home,
and now you're exhausted. You wasted your whole day.

A friend hits you up for some great event. Now, you don't even know if you have the
energy. You were planning on going. But now you don't even go anymore because
you're too tired. And instead, you literally become a couch potato, and you have a
bottle of wine. A lot of times, if you live in California, you're probably smoking weed.
You're watching reruns of crap on Netflix, you're binge-watching drama tv, and part of
you is enjoying it, and the other half of your brain knows that tomorrow, you've got to
get up and do the same thing again, and you are wanting to avoid it. You're stressing
about it. You have anxiety about it, and this is your life five days a week. You enjoy your
Friday night and your Saturday, but Sunday, again, half your brain is happy to be
relaxing. The other half is thinking crap, tomorrow is Monday, right? That's the life for
that person.

Ryan: I know people who get anxiety about Monday.

On Sunday morning, they wake up, and they're just like, they can't have fun on Sunday,
even though Sunday's an awesome day. A lot of cool things can happens on a Sunday.
But they can't do it, because they have so much anxiety about Monday. It’s terrible, and
I feel for them.

Jason: Me too. I think the point is driven home of the average day. Because let’s look at the
other side, the guy with the Six-Figure Freedom. His average day, what's he doing? He
wakes up when he wants. No alarm. No stress. No anxiety about people he doesn't want
to see. He looks out his window and he sees rush hour traffic, but he's not in rush hour
traffic.

We went to the gym this morning, before we came here, and as I'm pulling into the gym,
there's this 30-car pileup line just waiting to pull out of this building there because all
these people, they get to the gym super early. Now, they've got to rush to work, and I'm
watching all of them pull out, and Ryan and I knew we were going to be doing this
today. So I'm sitting there with Ryan, and I'm just having fun, yelling, “Gotta get to work!
Gotta get to work!” I start just yelling at everyone, I'm like, hurry! Hurry! Don't be late!
Got to get there 9:00 AM. It's just this look of doom and gloom and monotony is written
all over their worried face.

And we're just having fun, going to the gym. We’re sharing ideas for YouTube, new ideas
for content, things that are working, things that aren't. We're creative. It's fun. It's free.
 It's exciting. We're passionate. We're talking about what we want to talk about, and we
get to go to the gym when we want. We don't have to be too tired to go the gym, right?

There's none of that rush hour traffic. You work with the people you want to work with.
If you're a social media consultant and you don't like a client, guess what? You fire
them. You never see them again. Not even a buyout fee to leave them. You just turn the
key. They're gone, forever, right? That's the power. And in a marketing business, the
same thing. You don't like the people you work with, you fire 'em. You stop working
with them. Is a customer is giving you too much stress? You fire your customers. You
have total power and control of your life, total freedom. You work your own hours.

Here's the one I love. Here's my personal preference. I like getting buzzed. Not drunk.
But buzzed. How about you Ryan?

Ryan: I do.

Jason: It's fun. Not all the time, not to excess. I don't do that anymore, but it's fun. Here's the
thing I learned about it though. I like getting buzzed during the day. I don't like being like
that at night. It ruins my whole sleep schedule. I go to bed at 9 or 10 PM. I don't want to
be in bed at 2:00 AM. If I get buzzed during the day, it's great. Being almost-drunk under
the sun is one of life's greatest pleasures. It truly is. Experiencing a bottle of red wine,
watching the sun begin to set against the blue ocean beneath it at 4:00 PM on a
Wednesday with your feet kicked up and your worries nowhere to be found is amazing.

It’s a million times better than getting drunk in a smelly, cigarette-filled bar with a bunch
of people who don’t empower you or your mission in life. It's just not even close.

If you work an average job, can you do that? No. Six-Figure Freedom, you can do that
whenever you want.

And you get to work your own hours. So a lot of people, they work the wrong hours. I
don't know about you, but a lot of times, I get really creative from like 6:00, 7:00, 8:00,
9:00 PM. I'm really good at writing at that time, good things happen. If you're working,
stuck to someone else's hours, you have to be there directly at 9:00 and you have to
leave exactly at 5:00. It doesn't make sense. We all have different magic hours, where
we're better at certain times than others. Now, you get to work to your strengths. So
there's just a million reasons why.

And then, at its core level, what does this do in these two different lifestyles to your
own status and your own self-esteem? So if you're stuck in the route everyone else
takes, and you're stuck in rush hour and around people you don't, you're trapped,
you're doing things you don't want to do, you're having Sunday anxiety before Monday.
What do you think that's gonna do for your self-esteem? If you don't like the life you're
living, how do you feel about yourself? Probably not very good, and the worst part is no
one forced you to live that lifestyle. So you can't look in the mirror and say, yeah, my life
sucks, but it wasn't my choice. It was your choice. You chose that for yourself. Now, the
great part is because you chose that for yourself, one, we know you know how to make
decisions. And two, we know you have the power to choose. So now, because you know
how to make decisions and you have the power to choose, you can choose to go a
 different route, to speed into the Six-Figure Freedom Lifestyle. You have the ability to do
that.

So the guy's free, hanging when he wants, working when he wants, working out when
he wants, living a freedom-filled lifestyle, what do you think his self-esteem is like? He's
Mr. Happy Go-Lucky, right? When you are constantly taking the actions that only you
want to take, you're living a self-directed life, every step you take, boosts your self-
esteem even more because you're the one calling the shots. You're the one pulling the
strings, and that has such a strong carryover. Not just to business but to your social life,
to your relationships with women, to everything in your life. And as a result, there's a
certain perceived status that comes with being one of those renegade entrepreneurs
with a Six-Figure Freedom Lifestyle.

I remember I went with my brother to The Bungalow in Santa Monica at the Fairmont.
You were coming with us there?

I remember he brought this girl, who he wasn't dating. She was a friend, a really pretty
girl, a model in L.A. And I'm talking to her, and she was just asking what I'm doing with
my life and what's going on, and we were talking about stuff. And I mentioned that I had
this idea that I wanted to set up my life over the next couple months, where I set up my
online business so it's not going crazy, but this is long before the dating was blowing up
and I wanted to set it up where I was making $10,000 a week because I'd been making
like 50K, 60K a month, but working really hard. I was like I just want to automate it to
$10,000 a week, and then set it there for two months, I wanted to go see South
America. I wanted to see all the different countries there. I wanted to live in different
Airbnbs and just explore, and really just take a seat on the lap of the world, and see how
it goes.

And I'm not like bragging or anything. I'm just being honest. I remember telling her, this
is what I'm going to do. And about halfway through, she just like tranced out. She was
just lost in my story and the pictures of the countries I'm describing, and when I'm done,
she was speechless, then she said that sounds so amazing. I was like, yeah, it will be, and
I just walked away.

It occurred to me that your Wednesday becomes someone else’s dream.

This was a normal very doable thing that I'm just going to do, and to her, it sounds like
the greatest life anyone could possibly have, and that's what happens when you have a
Six-Figure Freedom Lifestyle. Y

So before we go any further, have I completely sold everybody here on the idea of
which one is better than the other, and which one you will take action on?

(Audience laughs affirmatively)

Ryan: So what are the two ways to a six-figure business?

Jason: The two big ones that I want to focus on here is internet marketing business or
becoming a social media consultant, one of those two.So internet marketing business,
 you have an online product. It could be a video. It could be an ebook. It could be
something downloadable on audio. It could be something physically that you ship to the
customer, but you have that product. You have a website that sells it. You have a way to
collect leads through email and through social media channels. Maybe you collect
phone numbers, and you text them also, and you sell those leads the product. And if
you're good at it, which I'm going to show you here, you automate this selling process.
You automate the lead collection process and you automate the selling the lead process
in terms of selling them, and turning that prospect into a customer. So you just kind of
have to maintain what's going on and the business runs for you, it's a machine. That's
how that one works.

Social media consulting business is also very cool, and to me, you can get to six figures
faster doing it that way. All you need to do is let's say you sign eight clients. Eight local
clients. And the thing we're going to talk about, and I'm going to go into it later, but I
recommend you specialize, specifically. So you're not just a social media consultant in
general. You are a social media consultant for chiropractors. You are a social media
consultant for dental offices. You are a social media consultant for gyms. You are a
social media consultant for salons. You are a social media consultant for massage
parlors. You are a social media consultant for pizza shops. You're a social media
consultant for restaurants. And I recommend you specialize in one, you get really good
at it with a system, and then once you have a system in that vertical, how easy is it for
you to then replicate that system into other verticals? It's like flipping a switch.

So let's say you go with chiropractors. So how many chiropractic offices are there within
let's say in a 20-mile radius of Newport Beach? If we want to Google it, we can look.
There's dozens and dozens, maybe more than 100. Out of those 100, all you need to do
is sell 8 on a $1,200-a-month contract, and who can do the math for me?

Audience: $10,000.

Jason: It's about $10,000. It's $9,600 a month. That's more than $100,000 a year, you're at six
figures. All you need to do is sign eight doctors, eight chiropractors in this example to
$1,200 a month, where you're going to manage their social media, and use social media
to grow their business. We're going to go over the details of how you're going to do it
later and how you're going to set up the whole thing, but that's the whole purpose.

Right now, if they're getting 10 people in their office a day for appointments or
whatever, you're going to use it to increase that number to 12 or 14, or 15. Just using
Facebook ads, and Instagram, and social media, very basic stuff, right? If each person
that comes in, let's say is worth $500 a month to them, and you're sending an extra just
two new customers a week, that means you add $4,000 to their business. Everyone see
that math? So you're like I'm going to give you $4,000 extra in revenue this month, I
want $1,200 in return. Do you want to take that deal? Would you take that deal?

Ryan: Of course.

Jason: And that's kind of low-balling it. Two new clients a week is not going to be too hard,
mostly because it's such a noncompetitive thing, right now. So those are the two
businesses.
 I guess in terms of playing to the strengths, I'm going to talk about this in a second, but
if you're someone who is more like task-driven and task-focused, as in you just like to be
in my own world and just get shit done, internet marketing is probably going to be a
better route for you. If you're someone who is more social-focused, you like talking with
people, you like mingling with people, you like talking about ideas with people, about
exciting ideas. You're still task-focused, but there is more of a social component, then
the social media consulting is going to be better for you. That's kind of figuring out
which one you want to go into.

Here's the thing though, both of them will work for almost any personality type.
Because to get to seven figures or more, then you've really got to focus on playing to
your strengths and doing the right thing. But just to get to $100,000 a year in the
business is not so excruciating, it's so kind of straightforward that it's not going to be
that big of a deal. Following the system, anyone can do this.

Ryan: I think the mindset is huge though.

Jason: It's huge. Well, tell me this, Ryan. Have you ever dealt with any kind of mental barrier in
terms of making money or selling stuff, more expensive stuff?

Ryan: Probably every single day, like I'm always dealing with mental barriers, and pushing
through them and attempting to ... Even for me, it was being able to recognize a mental
barrier when I'm having one. I think that was huge for me because ...

Jason: Can you remember a time where you had a mental barrier, and you recognized it,
recently?

Ryan: Yes. Selling a seminar.

Jason: You want to share?

Ryan: Yeah. So most of my business up until this point was selling lower-ticket products, lower
price points. I have a good continuity on that, so I was doing well, but those weren't
kinda like continuing to grow like I wanted them to. So I was like I've had this idea for
what is now called a seminar called "Icon." For like a year, I've been talking about this,
and things have been going ... The sales have been getting lower on the other stuff. I
was like screw it. This is a mental barrier. As fast as I possibly can, I just need to start
selling this because this is the breakthrough I need, and I finally did it and I've had the
biggest breakthrough, now. It sold out faster than even selling lower-price stuff did,
than anything I've ever done. And I was like man, why didn't I do that like a year ago?

So yes, that was a huge mental barrier. And even going to the next level in pricing,
pricing for me has always been a mental barrier. More or less, getting over the hurdles
of people coming to see me, that's like a mental barrier in itself. I'm like why would they
want to? I'll just make a video, like I have so many other videos. But getting that and
kind of pushing through and recognizing in talking to you, I was like I just need to do
this. Like what is stopping me from doing this? It's like a page on the internet, I can
make this in a day, and a video, I'll make that tomorrow. And in like three days, I'll have
 this set up, and let's just see how it works, and it worked. But I had that, literally for like
a year, I'd been dealing with that mental barrier.

Jason: A year.

Ryan: Yeah. At least a year, maybe even longer.

Jason: If that doesn't tell you the mindset stuff is important, then you’re not listening. Imagine
if you had it covered a year ago, who knows how much further ahead you'd be today.

Ryan: Exactly.

Jason: I’m going to diagnose what happened really quick. You were deciding for the
marketplace what they wanted and what they didn't. So you're like, I'm not gonna sell
this live event because they don't want it. I'm not gonna sell this live event because they
won't travel. You have no right to decide what they will do and what they won't do,
what they will buy and what they won't buy. What's better is put it out there, let them
tell you they don't want it. Never decide for them what they're going to decide for
themselves.

So many people, the barrier is that they've decided what the other person is going to do
beforehand, and so they never take action. I'm not gonna talk to that girl because she'll
never date me. Let her tell you that. No, I'm not gonna sell them the live event because
they won't travel. Let them tell you they won't travel. No, I'm not gonna sell that
product for $500. That's just too expensive, no one's gonna buy it. Let them tell you they
won't buy it. Don't decide for them. We have no right to decide for them.

The only right I have is to decide for myself. Everyone else, it's up to them to make their
own decisions in life. That's a huge barrier to get over. And when you realize that, it's so
much more empowering because all of a sudden, all these opportunities that you had
written off before by deciding for other people, you realize I have no right to decide for
them. I have absolutely no right. It's my job to put it out there and let them tell me they
don't want it. Otherwise, who knows what'll happen. And a lot of times, you'll find out
they actually wanted it, often they’d been waiting for it. Ryan, look at what you’d been
depriving them of because you had decided for them.

Ryan: Such a jerk, I was.

Jason: I'm glad you're no longer that way.

Ryan: Another mental barrier I have is that I think I always have to be working. And that
eventually comes back to bite me in the ass because I get all stressed out. So I go chill. I
take a day or two just to do nothing, to day drink on the beach or whatever that may be.
Then I come back, and I’m great. But it's like a mental barrier that always comes up, it's
like I can't stop. I've got to always be hustling because I'm not gonna get rich sitting on
my ass.

Jason: We're gonna talk about that but there's Hustle propaganda out there.
Ryan: God!

Jason: It's just destroying the minds of so many people. It's causing burnout and stressing them
out. It's propaganda. Hustle! Hustle! Hustle! Because the message is you're a p*ssy if
you're not hustling. No, you're probably a smart entrepreneur if you don’t need to
hustle.

Ryan: Yes.

Jason: The secret isn't to hustle more. It's to create systems in your business that are
automated, so you own the business instead of the business owning you. Like I love
Gary V., but he doesn't own his business. His business owns him. He is a very unique
individual that actually thrives on that, but 99.9% of people, it's just not for them, and
you don't want it to be for you.

Richard Branson doesn't hustle. He's a billionaire. Gary Vaynerchuk hustles all the time,
and he's a millionaire, and he'll probably never be a billionaire. Richard Branson was a
multi-billionaire by the time he was Gary Vaynerchuk's age, and look at him, now. He's
74, and his hair is illustrious. His skin is sparkling. He has the youthfulness of a spring
flower. The man is great. He's not hustling. He's working smart.

I'll tell you a story about that. About 10 years ago, when my good friend Bedros Keuilian
was starting his business, he'd sold his fitness chains and now he’s starting this internet
marketing business. He was starting his first mastermind, and what they would do is
someone would fill out an application, and they would get on the phone either with
Bedros or with his assistant, who would ask them a couple questions to see if they're a
right fit to come to the first meeting.

And one day, before he had an office, he was working out of his guesthouse at where he
lives. And he's working, he's got a call coming up at like 11:00 AM, but at 10:45, his wife
comes in because a sprinkler was broken in the backyard. So he's like I'll fix it, don't
worry about it, I'm Mr. Fix It. So, he goes out there, and he's fixing it, and the thing is not
cooperating. So he's working on it for like 10 minutes, 15 minutes, now it's 11:00 AM.
Have you ever fixed something and it's not cooperating, so you just get more agitated
and you're like, I am not leaving until I fix this thing? We get obsessed with it. So he’s at
that point.

His assistant comes out, “Bedros, you've got the call at 11:00.” He says, hey, why don't
you just handle it? You'll be fine and then I'll fix this. Okay, great she says. So she comes
back at 11:30, he’s just finally fixed it. He's covered in dirt, and water, and sweat, and
she's like I'm sorry, he didn't want to join. And Bedros was like, I saw the application,
that guy was a shoe-in to join. What happened? He does the math in his head, that sales
would have been $1,000 a month for 12 months. He just lost $12,000 because he was
fixing a sprinkler.

At that moment, he decided I was done doing $10-an-hour tasks. That was it. He says, I
called my wife over, I called the assistant over and I said, here are the rules now. We can
get someone for $10-an-hour to fix that sprinkler. I'm the only one who can close that
$12,000 client. So I'm going to do the $12,000 stuff, and you guys are not gonna come
 to me with $10-an-hour stuff anymore. You're going to handle it on your own because
you're responsible individuals, and you're going to hire someone for $10 an hour to
handle all that stuff, and he has not done a single task like that again. You've got to
focus on doing the right activities. You've really got to figure out, are you doing $10-an-
hour tasks, or are you doing the big stuff that's going to move the needle that’s going to
get you the 6-Figure Freedom Lifestyle in the shortest possible time?

Follow us, and we’ll show you the way..

CHAPTER 3

Ryan: Before we dive into the wealth building details of Six Figure
Freedom, Jason, can you talk about the #1 reason most
entrepreneurs never follow through on their dreams and goals -
procrastination?

Jason: Let's just start with this. Who here ever struggled with a little bit
of procrastination? Let me see a show of hands. Wow, no one is
not raising their hands.

My hand was raised as well. So we all deal and struggle with

procrastination. Has anyone here ever said something to
themselves like, if I could just get myself to just do this thing,
things would be better. My relationships would be better. My
money would be better. My business would be better. My life
would be better. A lot of times the excuse I hear is, if I just had
more energy, if I just had energy like that person, I'd be able to
do break free.

I mean the thing is we are amazing at locating excuses to use.

We are spectacular at finding creative solutions for excuses. Key
thing there is that we're already spectacular at finding creative
solutions. If we take that same power and direct it towards a
desired result or moving towards results instead of reasons why
not, instead of just excuses, we're gonna be a lot further along.

So I want to talk about procrastination. I want to unravel it for

everyone here so we can truly understand this little tiger and
stomp it out.Procrastination, the first thing we all have to
understand is nothing but a pattern. Procrastination is simply a
pattern that you go into. It is a combination of a certain
physiology you take on, a certain way you talk to yourself, your
language, and something that you focus on. Some combination
of those three. Remember that's the triad. Some combination of
those three equals procrastination for you. It is your
procrastination pattern.
 What's key is that we become aware of this. We learn what it is
so when we know what it is and when it comes up we stomp it
out. Right? We kill the monster when it's small. Because the best
thing to do with procrastination obviously is to procrastinate on
it. Just procrastinate on procrastinating.

If you can't do that, the next best thing is when it comes up is

that you stomp it out right away. That's the most important
thing you can do. Eventually you'll do it so much that just simply
thinking about procrastination will actually instead of it being a
trigger for you not to do something, it'll become a trigger that
actually explodes you up and you become even more
momentous and you take even more action when you think
about it.

That's the goal. That's the highest level. There's two big domains
I want to talk about related to this. The first one is focus and
state, and the second one is self image. Focus and state, and self
image. When it comes to focus and state, like I said,
procrastination is a pattern. It's a language. It's a focus. It's a
state. It's a combination of all those three. You might be looking
in a certain direction when you're procrastinating. Or when
you're realize you're procrastinating. You might just be looking
down and to the left. You might be looking down and to the
right. You might ... it might be a certain breathing pattern. You
might be kind of leaning back.

I know when I'm procrastinating a lot of times I'm like kicking

back in a chair or on a couch. It's a certain type of
procrastination physiology that I have. Maybe your breathing is
different. It's really hard to procrastinate when you have
conscious breathing. It's really, really hard to procrastinate when
you are consciously breathing. Meaning, if you sit there and you
focus on taking big deep sympathetic nervous system triggering
breathes, through your mouth, not your nose, and you do that
 for a minute, try and see if you can procrastinate. Really, try. Try
as hard as you can. You probably won't be able to do it.

It changes your physiology. Yes, it pumps up your state, but it

also means that you're not in your procrastinating pattern
anymore and that's the most important thing. We don't need to
go to deep into it. I just want to give you a couple solutions for
this. When you're feeling like you're procrastinating, this should
become your formula. It's two things. Step one, you break the
pattern and step two, rule of three. That's it. Again. Step one,
break the pattern. Step two, rule of three.

What does that mean to break the pattern? Again, it can mean
anything. I like things that are big and physical. Throw your body
around. Jump around. Do bioenergetics.. Run. Bark. Big physical
changes. You can start doing jumping jacks. You can start
shadowboxing. You can just start dancing around like a crazy
monkey. You can stand up, open your heart to the sun, and do a
minute of conscious deep mouth breathing and go, "Ahhh!" as
you let it out.

All these things are going to positively impact your state. Now,
what do you do right after you break the pattern? What's the
most important thing you do? You put in a new pattern.
Otherwise, you'll just revert back to the old one. You need to
break the pattern and that’s Step Two - the Rule of Three.

So, you're procrastinating, you're aware of it. You recognize it.
You stomp it out. You break the pattern, physically, and then
you immediately Rule of Three. This is the mind game you play
with yourself. We all know if you've got 3 hours of something to
do and you're not super looking forward to doing this thing in
that moment ... you’re gonna be in a procrastinating state, that’s
how we prepare to do things we don’t like doing it in that
moment. We start to think of some of the things we don’t like
about doing it, instead of doing it.
 There are times where I apply this type of procrastination
pattern to things I even like doing, because I’m in a state where
I’ve forgotten what I like about it and only focusing on what I
don’t like about it.

Then somehow I start it, and 10 minutes in, I’m like, I LOVE THIS.
I never want to stop.

For instance, I don’t like doing long videos with no audience. I

don't like the idea of it. I can talk to a camera for a long time. It's
a talent I've worked on. It's a skill, not a talent, but I don't enjoy
it nearly as much as human connection.

So let's say I know we're shooting an hour long video and I'm
teaching something, even if it’s super important, but no one is
here besides me and the camera crew. I'm not going to be
looking forward to it. What I have to do is I have to use mind
games on myself and I tell myself, "Jason, just do it for three
minutes. Just start and if you like it, you can keep going. If you're
bored with it, you have the power and choice to say, you know
what, screw it. I'll do it another day. You have that power. You
can do that if you want."

What do you think always happens at three minutes and one

second? I'm still going, dominating my path. Now I'm in flow.
Now I'm in momentum. Now I'm enjoying it and now I'm gonna
crush the rest of the thing. That’s the Rule of 3.

That’s how we turn procrastination into domination.

1) Pattern interrupt. 2) Rule of three.

That's it.

You don't want to get on a phone call with someone. Break the
pattern. Get yourself in a great state and then just be like, you
know what? I'm going to say this at the beginning of the call.
 “Listen, I'm not feeling that well today so I'm gonna go a few
minutes with you, but if I'm not feeling that well, at that point is
it cool if we reschedule?” They’ll understand, and say, Yes, sure.
Thank you for your honesty. And you’ll say, “Awesome. But if I
am feeling well, then we’re just gonna keep rocking through it. Is
that cool with you?” They’ll say yes, of course. Now you've
given yourself permission to do either. You’ve taken back your
freedom, and with freedom comes fun and success.

Ryan: I feel like my mind was just blown.

Jason: The other one we talked about that I mentioned is self-image.

I think everyone here knows the importance of your self image. I
want to just talk a little bit about it philosophically and how to
use it in terms of overcoming procrastination and other things in
our lives.

Dr. Maxwell Maltz wrote Psycho-Cybernetics. Amazing book. All
about the self image. He said that the self image sets the
boundaries of individual accomplishment.

So, if you have a self image that says, "I'm the type of person
who makes 10K a month." Then that is your boundary of
accomplishment. You will never get to 11K. Until you adjust your
self image in any way you want, you won’t break 10K. People
hear that and they're like, "Okay so I need to change my self
image to 11K and then I'll make 11K." Yeah, that's true, but now
you're limited to 11K. If you're just gonna keep going up one=by-
one, that sounds exhausting.

Why not create a self-image that's much more fluid. Instead of

saying, "I'm the type of person who makes 11K." How about,
"I'm the type of person who makes as much money as they
want, but never less than 11K." You flipping it on it’s ear. It's a
much better reframe. It's a much better way of looking at it. So,
 you're not limiting yourself, but you are placing a consequence
on yourself that you never go lower than this. Its such a
powerful way to fucking grab the tiger by the tail. That's
important.

Donald trump. Love him. Hate him. Disgusted by him. Attracted

to him. Doesn't matter. He said decades ago, "I see myself as a
disciplined person and sometimes the thought alone is enough
to keep me going." In his book, the Art of the Deal, 300 and
something pages, I think that's the most powerful lesson in that
entire book and it's an excellent book for anyone who's an
entrepreneur. Regardless again, love him, hate him, whatever. I
have a belief that I can learn something from everyone.

"I'm a discipline person and sometimes this thought alone is

enough to keep me going." Now is that a self image belief? Of
course. That is his self image. "I'm a disciplined person."
Remember we said physiology, focus, language. He goes back
and he thinks about who he is. He goes, "I'm a disciplined
person." Is that language? Yes. Is that focus? Yes. And now he
goes back to who he is, who he believes himself to be. And with
that, his physiology comes with it and now he's off and he's
running.

But how is our self-image really created though? We realize that

we are in control of our identity, we are in control of who we
are, we are in control of our self image. Before we first realize
that in life though, we're just like, "We are who we are.” But
how did we get there? How did we get that identity?

There are 3 three ways that we really mold our true self image:
Micro commitments, what other people say about us, and our
evaluations.

Let's start with micro commitments. We know in Influence, in

Dr. Cialdini's book, he talks about how we determine our
identity based on our behaviors. We look back at what behaviors
 we've taken recently to decide who we are today. Aristotle said,
"You are what you do." We look back at what we do to
determine who we are. If in the past you never approached
women that you didn't know to strike up a conversation, but in
the last week let’s say you did.

You forced yourself, you got enough leverage on yourself and

now you've been doing it for the last week. Your self image is
changing in that moment. You're going from someone who
never talked to women he doesn't know to someone who has
the ability to strike up conversations with interesting people he
doesn’t know yet.

What's key is you're not gonna go from someone who never

talks to girls he doesn't know to someone who's just friendly and
charming to talk to everybody in a single day. It's not gonna
happen that fast. That's a big change of commitment. It's the
micro commitments along the way that lead to the big change.

It’s often better if someone wants to do that to break down the

process of who you wanna become into like five or ten mini
commitments along the way. Small chunk it down and just use
those mini commitments to keep changing your character and
your self image and going that way. It might start with just
saying hi to someone you don't know. You're someone who's
able to say hi and then it might go from someone who's able to
say hi and ask a question like, " Hey, do you know where
Starbucks is?" And then the next thing and then the next thing.
You just small chunk it. You're learning the new skill. You're
keeping it in a safe environment so you're actually able to learn
the skill without fear of being judged, without alerting the
amygdala, but you're changing your self image safely and
effectively over time with those micro commitments.

It's also bigger than that. For instance, two years ago if someone
in a peripheral industry invited me to dinner. What do you think
 I'd say? I'd just say no. I usually said no. I said no so much, I
made those micro commitments that eventually with ... we do
this unconsciously. I never sat down and was like, "I guess I'm
the type of person who never goes to dinner with new business
potential partners or whatever." I never did that. I just
unconsciously decided that because ... what did I do? I looked at
my past behavior and realized I always said no to those
opportunities. That's who I was. It wasn't until I became aware
of it and I was like, "Wait, maybe this might be good for my
business." Now I get invites and if it's worth it I say yes. Now I've
changed those little commitments and now, am I someone who
doesn't go to dinner with potential business partners? No. I am
someone who does do those things.

Does this make sense to everybody? You guys following this? So

we have micro commitments. We have what others say about
us. Who here can remember a time when you received an
amazing compliment from somebody? A great compliment from
someone? It's funny because I see smiles on faces when I say
that. Who wants to share a great compliment that they once
received?

Audience: My girlfriend every day. Basically telling me that I'm the greatest
human on the planet.

Jason: That's a pretty good compliment, right? How many people do

you talk to in a day?

Audience: Enough.

Jason: Thousands, right?

Audience: Yeah.

Jason: But you remembered the compliment, maybe even more than
anything else. We remember compliments. Who else has a
compliment they want to share that they remember?
Audience: It's always nice when you're told that you're a good daddy.

Jason: That's nice, isn't it?

Audience: Yeah, from your lover and your daughter.

Jason: That's a good one. Anything else? Anyone else remember a

compliment that they got?

Speaker 7: A girl saying you're beautiful.

Jason: That's a good one. I remember this was one time where I was at
... this was probably six months ago or so. For a while there,
every time I'd go out with friends to a club I would wear, I
wouldn't wear a suit, but I would wear the suit pants and the
shoes. I'd wear the shirt and I unbuttoned two or three buttons
and I'm not wearing the tie, but it'd just wrap the tie around like
a scarf. Its kind of got that 2 A.M. at a wedding with the
champagne bottle, half drunk, look. Awesome look, I love it.

I'm sitting there and I'm at a club called, Sapphire in Vegas. It's a
strip club there. I'm sitting down with my girlfriend and we're
just hanging out. This girl, she's one of the dancers there, jumps
on my lap and we're talking with her for a second. She goes, "I
just had to come over and tell you, you look like the hottest guy
I've ever seen because you look like the guy who left his bride at
the altar." I’m thinking, "That's one of the most creative things
I've ever heard." I was like,”How did you know I left her there?
She's been texting me all night.” And then we got into this whole
thing about it.

I remember that, that was months ago. I've talked to thousands

of people but I still remember that one. I remember a bunch of
other ones, but I remember that one very specifically. We
remember compliments so much because they are emotionally
compelling comments about us. We always remember the stuff
that people say about us. This is a double edged sword. If it's
 good, is that good for our self image? If it's a good thing they
said, yes. What if it's bad? Is that a bad thing for our self image?

Isn't it funny that we always remember the negative things

people say about us too? Unless you're really good at working
on yourself and getting number three, which is evaluations.
We're gonna talk about in a second. Most people, they get a
negative comment from someone and they never forget it. In
fact, a lot of times it's like a little seed that can grow and it can
actually become a part of them. It becomes what Sean
Stephenson would call a disempowering prediction about them.

For instance, someone ... I really don't remember a lot of the

negative comments. I remember there was this game when I
was a kid. I was playing basketball and I hit seven 3-pointers in
the game. I went seven for seven and I'm like, "I'm the best
player ever.” I look at the stat sheet after the game. I realize I
went 7 for 17. I actually missed 10, I only made 7, but I only
remembered I made 7 because I'd had selective memory.

So, I don't remember a lot of negative things people say. I'm

good at evaluating, which we're gonna get to in a second. I think
a lot of people in this room are as well, but we remember both
positive and negative and they both really stick. If we don't
evaluate them correctly then they're going to determine our self
image significantly. We all got comments as kids that we don't
remember from teachers that limited our abilities in certain
areas. If as a kid, a teacher tells you you're not good in Math or
you're not as good as the other kids at Math, you will literally
perform worse than you should on tests to fulfill their prediction
about you. All of a sudden what does your self image become?
"I'm not good at math." Right? "I'm not good at math."

There's so many people I know who became internet marketers

and they love writing copy. They're funny about it because
they're like, "Dude, growing up I hated writing. I thought I was
 the worst writer and then I started doing this copywriting thing
and I realize I had a natural talent for it." Well, where did you get
the idea that you don’t like writing in the first place? You got a
comment from a teacher. A bad grade. A sad comment. It's
these little things. Those things will determine our self image as
well.

Now, as a side note. Everyone, if you're not already, you should

keep a running document on your Google Drive of compliments
that you receive. I've talked about this in other programs before.
If you're not doing it already, sack up and start. Start doing it. In
fact, to begin with some momentum, sometime later today as
you start this document just brain dump all the ones you can
remember so you can actually start moving in that direction
where it's already something that you do. That's a micro
commitment, by the way.

So, what I say is if you like the predictions someone made about
you, if you like the comment they made about you, ride with it.
Keep it as is. If you don't like the comment they made, let's go to
number three here and talk about evaluations. What are
evaluations? Evaluations are how we code things that happened
to us. So, if someone says a comment about Jason Capital like,
"He's just a cocky asshole.” If I took that comment face value
and didn't evaluate it at all then that might have a negative
effect on my self image. It could have a snap back effect where
I'm like, "I gotta be the opposite of that now because I don't
want to piss anyone off." Fortunately, my mission in life doesn’t
allow me to invest in things that don’t support it so if someone
called me a cocky asshole I would just be like, "Thank you for the
acknowledgement.” I would code it as acknowledgement,
nothing else.

How we evaluate things is if someone said that and I wanted to

change what it means to me, I’m going to dig in and I'm going to
ask myself a question like, "What's really happening here? Why
 are they feeling this way? Why are they really saying it? What
compels them to say something like that?" What I'm looking to
do is understand not what was said, but who in that moment
was saying it.

There's a great book called Course for Miracles, which you're

never going to read because it's like a hundred thousand pages
and it's 40 years old. There's one quote from it that I've never
forgotten, which was that every single thing a person does is
either a cry for help or an expression of love. If someone says to
me, "He's a cocky asshole." Well, okay we know we all have
different versions of ourselves that come to the surface. So if
that person is in a bad state they might say that comment about
me. If they're in a good state and they saw me do the same
thing, they might be like, "This guy is awesome." I know it has
nothing to do with me. So I'm gonna evaluate why they really
said it. Was it a cry for help? Was it an expression of love?

Just by thinking in that way and coding it that way and

evaluating it that way, it doesn't affect your self image. In fact, it
just kinda increases your compassion as a human. Your ability to
understand other people. You evaluate and truly understand
from a place of compassion. For the negative one’s, you
understand that it's not a negative comment. It's usually a cry
for help, often times.

The other one is imagine if a guy, he goes up to a girl and he's

talking to her for a couple minutes. She's feeling it and then all
of a sudden he says something wrong, in his opinion, and she
gets this weird look on her face, she kind of goes cold, and she
leaves him. What happened and what is it gonna mean? If he's
unconscious or emotional, he is going to evaluate and code that
whole situation as meaning, he is not attractive to women. If he
does code it correctly and he goes, "What's really happening
here? What does this really mean?" He's going to code it as,
"This is fantastic. I learned a new thing not to say to women
 because it turns them off." One becomes a lesson and helps him
on his personal mission in life, and the other one is a terribly
painful belief that's based on a falsehood and based on false
information that will ruin his self image. That will beat it down.
There’s one more tool we use in our 6-Figure Freedom
Mastermind that works instantly, it’s like magic, but if he’s not
evaluating this correctly, it becomes a weight that drags him
down. And not because of anything that happened. Simply
because of how he coded the interaction.

I am always coding these things in the right way possible and

they build up over time. Eventually, you don't think about it
anymore. It becomes a muscle. You just do it naturally. By doing
this, can you see how one makes you keep going and going and
going and the other one just kills your self esteem and it kills
your self image?

You're on a sales call and it doesn't work. You're not getting the
response that you want, it doesn't mean you're bad at sales.
Successful people don't take what happened and they don't take
meaning from what happened to determine who they are. They
already know who they are before whatever happened is gonna
happen. Does that make sense to everybody? They go into it
knowing who they are. They're not going into an interaction or a
conversation to find out if they're good looking today or un-good
looking. To find out if they're attractive or not attractive. They
know beforehand. That's their self image. They're just going in
there to achieve an outcome and if this strategy didn't work for
them, great. Try a different strategy to achieve our desired
outcome.

The last thing I want to say about this, before we kind of get into
mapping out your paradise is the concept of momentum and
habits. How it relates to procrastination and self image. We
talked about you notice you're in a procrastinating state, you
break the pattern. You go with the Rule of Three, now you gain
 momentum. The rule of three gives you momentum. What we
all want in our lives is momentum. Momentum towards the
directions of our goals and our dreams and our hopes and our
desires and the outcomes that we want to create. That's what
we all want. It's created, the Rule of Three is probably the most
powerful way I know to create momentum. It's incredible.

The other things you can do to help create momentum is small

wins. Always start with small wins. So the rule of three, when I
start I'm usually not gonna put something that's gonna take 28
minutes to do. I'm usually gonna front load the start with a
couple 30 second wins that I know that will win, win, dopamine,
dopamine. Now I'm running. Now I'm going with the
momentum.

The other thing just to remember is, of course, if you do it long

enough for 21 to 90 days it becomes a habit and then of course
your default setting comes into play. Now this is just who you
are. You don’t procrastinate because you’re not a
procrastinator. You're just an action taker, not a procrastinator.
The other thing is just urgency and it's also time. It's doing it
now, not later. There's a quote I want to share that I like. A way
to think about tasking action now is that, "The apple is only good
and nutritious in the present, not the future."

You have an apple. It's only good and nutritious in the present,
not the future. Taking action on your goals is good now. It's not
gonna be good later. It's gonna be too late later. It's gonna be
moldy and soft. You ever bite into an apple you expect to be
crunchy and it's just like soft mush ... it's a top 10 worst feeling.
It's terrible. It's awful.

So, the apple is only good and nutritious now. It's gonna be
moldy later. It's the same thing with all goals. The more we
prolong, the more mold appears.
 The last thing I want to note, which for everyone who's in this
room and is in the 6 Figure Freedom Mastermind, you’re going
to be getting and experiencing all of this, the last thing involved
in this and really getting lasting change within yourself is getting
clear on what your top 2 needs are.

Tony Robbins says that there's six human needs and it's getting
clear on what your top two needs are. Then finding out how
you've associated not taking action with meeting those needs
and ripping that pattern apart and instead, associating taking
enormous amounts of action with the meeting of your two
greatest needs. That's how you get the most leverage on
yourself and that's some of the highest value stuff that we can
do. We're gonna be doing that in the mastermind, which is
gonna be fun. Let's keep going here.

Ryan: Why is being honest with ourselves here so important as we go

forward?

Jason: So we're going to be doing a few exercises in a second that I'm

gonna ask you. to write a lot of thoughtful answers for yourself. I
think it's important we talk for five minutes about honesty and
self honesty first, before we answer those questions so we get
the best answers for ourselves here.

Thomas Jefferson said, “Honesty is the first chapter in the book

of wisdom.” Honesty is the first chapter in the book of wisdom.

Honesty is how you avoid a mistake turning into a failure. That's

the situation where something goes wrong and instead of you
grabbing the lesson out of it, you pretend it didn't happen or you
put it in a corner. You just pretend it didn't exist. It never
happened. Honesty and self honesty is so crucial and really just
... in growing our businesses, in our relationships, in everything
that we do. So many low status people delude themselves for
everything in their lives.
 Anyone here have a friend who thinks his life ... he's convinced
himself his life is good when you know it's not? You ever met
anyone like that? Then when things are getting worse, the more
he pretends like it's not happening. It's unbelievable.

John Romaniello has a story about ... he's at a bar once and he
met this girl, and after about 20 minutes they started kissing.
Then the girl gets a tap on the shoulder, she turns around and
it's her boyfriend. He has a drink for himself and for her. He just
hands it to her and then John is like whoa, whoa. He backs away
for a second. He talks to the guy for a couple minutes and the
guy says nothing about the kiss. Says nothing. He's just
pretending like it never happened and Roman's like this is so
weird, right?

He leaves and about 20 minutes later, the guy goes to the

bathroom, so Roman jumps back to the girl because he just
wants to know what the hell's going on. She's like freaking out
inside but she’s playing it cool on the outside. She's like, "He's
acting like it didn't happen. I don't know. He's just literally totally
... I don't know. He's oblivious. He says he didn't see anything ... I
mean, clearly he saw it." What he realized was the guy literally
was playing ostrich with its head in the sand, thinking it would
be more painful to bring up the conversation than to probably
have to break up with the girlfriend. Have to move out of the
apartment they live in together. His brain felt it would less
painful to pretend it didn't happen. WHICH IS CRAZY WRONG.

This is how most people live their lives. In their businesses. In

their friendships. In their relationships and almost everything in
their lives. You have to make a decision. Micro commitments.
Which guy you're gonna be every day. The guy who pretends his
girlfriend didn't kiss another guy or you're gonna deal with the
fucking problems as they come out…

Ryan: In the long term that guy is screwed.

Jason: First of all, what did he just teach her?

Ryan: It's okay.

Jason: Yeah, yes. Yes. He’s teaching her it's okay!

My personal rule is, if it’s cheating like that, it is a one strike rule.
That's it. That's not a negotiable. That should be one strike and
you're out. There's other things that are more important that
need to be discussed and aren’t a one-strike rule, but cheating is
a one-strike rule in my world. That’s just my personal code.

But this guy is showing us how most people run their lives. The
thing is a lot of people because they're not honest about it,
about everything happening in their lives. They'd rather delude
themselves, they've trained themselves to.. Heres the thing, if
you're constantly not being honest with your self, you don't
believe what you say anymore. How many people have set a
goal like, "I'm gonna lose 10 pounds in the next weeks." Then
they don't change their diet. Maybe they go to the gym for a
week and then they stop.

They don't go back and look at, "Why did I stop going to the
gym? Why did I not change my diet? Why didn't I eat the right
foods?" They pretend it never happened.

That's how they go about these things and they wonder why
they can't lose weight. They can't get better relationships. They
can't get the life that they want.

They’ve done it so much that every time they set a new goal
now, they don't even believe themselves. They're just saying it
to say it.

If you can't be honest with yourself and you can't be honest with
me as we do these exercises then it's important to know that
don't go any further. Just stop right now. If you’re reading this,
you’re going to be honest with yourself, yes?
 Again, I am your coach. My mission is to help you achieve your
mission. That's the whole game, in the end. If I'm not being
honest with you and you're not being honest with me then we
can't do that.

So this is our first exercise. Answer this question in your journal

or on your computer in a new document:

1) Why haven't you achieved your financial goals yet? Be honest

with yourself.

I'll give you three minutes to answer as honestly and truthfully

as you can. Try not to stop writing. When you think you're done
keep digging deeper. Keep asking yourself why.

2) Look at those things that you just wrote down. Will they still
be obstacles in your life? Yes or No? Be honest.

3) What other obstacles can you anticipate that may come up as

you go on your six figure freedom journey? What other
obstacles can you anticipate?

4) Now, I want you to look at everything you just wrote. Just

kinda look it up and down. Take note of it and I want you to
circle the three biggest obstacles that you have in front of you.
What are the top three? Circle them.

Everyone have all the three? Yes? Okay. Here's the last thing
we're gonna do with this. A good rule I've learned is becoming
very clear on what the obstacles are. We don't turn away from
them. We turn towards them. We run into them, but it's also
having a plan. What I mean by having a plan is not just
anticipating what they're gonna be, but having pre-determined
solutions for when they happen. Not, if they happen. For when
they happen. What I want you to do now is with those top three
obstacles that you've circled or numbered on a list. I want you to
 list out at least two solutions on how you're gonna deal with
each now or how you're gonna deal with them when they come
up. At least two solutions.

The reason we do two instead of one is sometimes that one you

had doesn't work. Much better to have two in your back pocket
for every one obstacle that you can anticipate. So two solutions
for how you're gonna deal with it now or when it comes up.

Remember, solutions don't have to be some brilliant light bulb

of an idea. It can be a resource in your network that you'll reach
out to if that happens. That's often one of the best solutions that
you'll be able to have. Someone in your network, someone in
your mastermind. Everyone good? Fantastic.

Let's keep going and lets kind of take a left turn here and get
into another exercise. What I want you to do now is on a new
page or just on a new page break. I want you to answer these:

1) What is your yearly income goal?

2) Now divide that number by 12.

The reason we just did that is having goals like, "I want to make
six figures. I want to make a lot of money. I want to like five
private jets." Things like that it's very vague. It's not clear. When
we have a clear number that we want to hit, all of a sudden it's
like we have a standard. We know the number to hit. We know
the number to beat. We know what we're aiming for. We can
work backwards from that number. Numbers are much better to
work with, specifically, when we're talking about making money.

The way I like to think about it, my own personal company goals,
income goals, revenue goals is it's not a set in stone goal. I don't
approach that number like a cynder block. I approach it like
water. The way I think of it, is it’s my North star. It's the direction
I'm heading, but I don't have to specifically hit that number. A lot
 of times people set a number and because they've set that
number they're only working towards hitting that number.
Never above that number. We'd actually be limiting.

I set the number so I have an idea of where it is.But in general

it's just my North star. It's where I'm moving towards.

Last thing we're gonna do in this section. Let's go a little bit

deeper. Let's get a clear picture of our future. Lets just get
excited a little bit. We'll have a little fun with this. We talked
before about women, wealth, freedom. We know how
important those three things are in the life of a man.

What I want you to do is stand up from where you are and just
jump around and dance for 15 seconds. Let loose. Shake all the
shit out.

Now. Answer these questions:

1) What is your life with women going to be like with 6 Figure

Freedom? Just give me a picture. Describe it to me. Whatever
comes out. Just put it down.

What are some things you'll do? Some places you'll go? Some
experiences you'll have? Next..

2) How are you gonna feel about yourself at that point? How are
you gonna feel about yourself when you're doing all those things
and experiencing all those things and going all those places with
those people?

3) Good so far. Next answer this, what are three things that you
will never have to do again with Six Figure Freedom? Three
things that you'll never have to do again.

4) Where will you live? Just keep going. Keep writing. Where are
you gonna live? You have Six Figure Freedom now. You have this
amazing business. This amazing life. Where do you live and what
 are 3 places you're gonna see? What are 3 places you're gonna
travel to?

Alright, now step back for a second and we're gonna do one final
question I want to answer, which is the first time I did this years
ago it was just ... it was exciting to do. You start seeing new
opportunities you didn't see. You start getting excited in places
you used to kind of feel hopeless and it opens up your eyes to
what's really possible for you. I hope it does the same thing for
you now.

5) What I want you to do now is I want you to list out 10 people

that you would like to connect with in your life. The 10 people
you put on this list, there are no barriers. No limitations. If there
were no barriers and no limitations and you could connect with
anybody on the planet, who are the 10 people who would make
that list for you? Who would they be? From all domains. From
entrepreneurship to entertainment to politics to science to the
arts to food to whatever.

Good. Good work.

The last thing I want us to do before we wrap up this section is a

lot of times we set a goal and as we work towards that goal we
actually kind of achieve it, but because so many things happen
along the way, so many new people, new ideas, our goals
change a little bit, we don't realize that we've already gotten
there when we have. A lot of times, coming from the world I
came from a lot of times ... a guy wants to get better with
women and at first all he wants is to just be confident around
women. Then as he gets a little better his goals change. He
wants to be confident, he wants this, he wants that, he wants to
do the new thing. And because he has so much momentum now
and he always wants more and more and more, he never takes a
second to just breathe and realize where he is now and where
he was before. He never realizes how much he’s already done
 and achieved. So he doesn't feel like an achiever because he's
never taken the time to be like, "Wait, this was my original goal.
And I’ve already done it. I’m on my next goal already, and didn’t
even realize how far I’ve already come.” And if we don’t mark
out our successes, they tend to fade away instead of feeding our
confidence and courage.

The problem comes down to measurement. You forget to

measure before you start. What I mean by that is answering this
question. How will you know when you have Six Figure
Freedom? That's the last question I want you to answer in your
journal because what you're gonna put down here is going to be
your measurement. Your criteria, for how you’ll know when you
get there, when you have that Six Figure Freedom Lifestyle. How
will you know when you have Six Figure Freedom? Will it be
when you look in your bank account? Will it be a trip you finally
take? Will it just be an income level for the last certain amount
of months? So answer that now so we can know when you get
there!

Ryan: I'm ready to get a Six Figure Freedom Lifestyle now. So Jason
how are we going to do it?

Jason: I’ll tell you all about that in the next chapter..
CHAPTER 4

Speaker 1: So Jason, I know in the Six-Figure Freedom Mastermind, you talk

a lot about owning your own social media consultant business as
that ticket to the 6-Figure Freedom Lifestyle. Can you explain
why?

Jason: So the first thing is that social media was 20% of businesses in
2012. Today, top businesses focus as much as 95% of their
marketing efforts on social media. That's enormous.

The second reason, here's a prime example, Bedros Keuilian, the

CEO of Fit Body Boot Camp, one of the top 15 franchises as
recently named by Entrepreneur Magazine, just four years ago,
he would do a lot of his fishing for new franchisees in Forbes
Magazine. So he'd take out a full-page ad in Forbes. It cost him
$22,000 for that one full-page ad in Forbes. The ROI on it, after
all the leads come in, he puts his phone people on it, they've got
to sign them up, they got to do all the different stuff. His ROI
would be about $35,000. So he'd spend 22K, and he'd get 35K
back, right? That's profitable. That's good.

Today, that same $22,000, they've taken it away from Forbes.

They no longer spend it on Forbes. They spend it on Facebook
ads, and that $22,000 usually comes out around to about
$150,000. So he spends $22,000 and he gets a $150,000 for
those franchisees. Forbes Magazine, itty-little bitty fish, social
media, he gets whales. That's the difference.

Chiropractors, dentists, pediatrist, pizzas, pizza shops, plumbers,

trainers, yoga studios, massage parlors, salons, supplement
shops, gyms, all of these local businesses. They did not get into
the business they’re in to be on social media all day. They got
into it because they like that thing. They want to do massages.
They want to do pizza. They want to do chiropractic. They want
to do dental. They want to be yoga teachers. They want to teach
Pilates. They don't want to do social media. They don't want to
 learn analytics. They don't want to have to deal with why did my
ad get disapproved on Facebook, again? They don't want to deal
with that. It is the perfect storm and it's happening, right now.

And for you as the entrepreneur, you don't even need to rent
space. If you become a franchisee, which can be a great
business, usually you have to go out, and you have to rent. You
have to find a place to put the business, right? You've to
negotiate with the landlord. You've got to go through all ... As a
social media consultant, your MacBook is your office. That's it.
Do it from anywhere in the world.

Here's the thing. In my opinion, I'm never gonna to stop working

in my life, ever. I love working. I love growing. I love learning. I
love coaching. I'm gonna to do it for the rest of my life, but I like
doing it from different places in the world. Most people take
vacations to get away from their life, right? I think it was Picasso
who said if you need to take vacations to escape your life, just
go on vacation and never come back. Right? But I don't take
vacations to get away, I take vacations just because I like doing it
from different places. I like coaching in Newport Beach. And
then, I like coaching from Hawaii, and I like coaching from Vegas,
and I like coaching from Thailand, or Bali, or Venice in Italy, and
it's wonderful out there. The best' bread and olive oil you've
ever had in your life will be found in Venice.

Jason: So as a social media consultant, I don't look at it as a way for you

to make six figures, and then you can do other stuff. You should
probably get into it because you really enjoy ... It's a fun,
creative thing, an outlet that you like to do, and you like helping
local businesses grow.

I like the idea of you going out there, finding someone who, let’s
say, is a Pilates teacher, and all she wants to do is teach Pilates.
And she's having to learn about the social media and Facebook
ads, and her ad got disapproved because she was showing her
 butt in the picture, and she didn't know you couldn't do that,
right? And I like the idea of you going and just saving her and
being able to be like, no I got it. It's $1,500 a month, but I'm
going to send you more leads than you can handle, and you're
doing that with every Pilates studio within a 25-mile radius and
you're the Pilates king.

And now, you have a business that makes you $150,000 a year,
and you love what you're doing, but you also like doing it from
different locations. So if you want to take your laptop, your
office, and go do it from New Orleans during Mardi Gras, you
can do that. If you want to go take your laptop, your office, and
you want to go spring break in Cancun, you can do that, but
you're still working there, right?

I don't want anyone getting into this business, or any of the

other ones we talk about, because you see it as a way to make a
quick fortune, and then disappear forever to an island. You're
doing this because you're still gonna be you. You're still gonna
have your life. You're still gonna have the same people, the
same friends, but you're going to have the freedom to do it from
wherever you want. So does everyone follow this?

Audience: Yes.

Jason: In addition, Facebook ads are gonna play a big role in this for
you. That's how you're going to be doing most of their social
media marketing. It's gonna be on Facebook Ads. Facebook has
made it so brain-dead simple for you to learn how to do
Facebook Ads, today. Why did they do that by the way? Why do
they want to make learning Facebook Ads, so simple, so easy to
learn? The more people that know how to do it, the more
money people will spend on it.

So you go in their database, they teach you everything. They

teach you tricks and hacks, and everything you've ever wanted
to know. You can learn Facebook Ads in like three days just
 going through their free educational system teaching you how to
do it.

So you don't even need to buy a course teaching someone how

to do it. Like you can, maybe you can accelerate your education
that way, but the basics of what you're going to be doing just for
getting a certain type of business leads locally, is three days or
less. You'll learn it. And then of course, as you practice a little bit
you get a little better but very, very simple to do. All right.

And then, lastly, if you look back at all the top seven reasons we
covered in the first section yesterday, why you would want this
business, it hits all seven. It checks off all of those boxes.

Ryan: Amazing. So I know it's sort of a loaded question, but how do we

do it, even if we've never started a business before?

Jason: All right. So here are the steps to becoming a social media
consultant. This is the formula that I'm going to break down for
you, right now. It's gonna be a lot of how-to, not like the
philosophical mindset stuff. Some people might have the
tendency to drown out and let their brain somewhere else. That
would be a fatal blow to your income. I wouldn't do that if I
were you. Read this close, it’s all here.

The first thing you're going to do is you're going to pick a niche.

You want to figure out what local business you're going to want
to do this for. What I mean is you want to start narrow and
deep. A lot of people in social media marketing, they just go, all
right, I'm just gonna be a social media consultant for everybody.
Anyone who wants it, I can do it for them. Start off with a
specific niche. Like we said before, support shops, gyms, yoga
studios, Pilates, trainers, massage places, a pizza parlor, a
podiatrist, chiropractic, dentist. Pick one that you're going to be
the go-to expert in that one. That's how you're going to position
yourself. You're the go-to guy when it comes to dental social
 media. You're the go-to guy when it comes to social media for
chiropractors.

You want to avoid being a Jack-of-all-trades to start. You want to

specialize, and then later on, once you've mastered it for
chiropractors, how easy is it for you then to switch over, and
also become the expert for dentists? You just change one word
in your ads. It's very simple, right? So master this one, first.
Don't become a Jack-of-all-trades. Master it, and then you can
go, and you can start adding others if you want to keep
branching out, if you want to keep making more money. It's up
to you.

For instance, let's play a game here, a thought experiment. Let's

say you go chiropractors. So you might target chiropractors
within 25 miles of where you live, where you're starting out,
right now. All the chiropractic offices within 25 miles. There
might be 80 chiropractic offices in that area. Maybe you decide
to do 50 mile radius, and now there's 120 chiropractic offices in
that area. How many of those do you need to make a six-figure
income?

On the average, if they're gonna pay you, usually you're gonna

get about $500 to $1,500 a month per. If you sign 10 for an
average of $1000 a month,that’s 10K, you're at six figures.

And by the way, is that fee you’re charging set it stone?

Audience: No.

Jason: How much elasticity can price have based on your own
marketing?

Speaker 5: 100%.

Jason: Enormous elasticity, right? One bag costs $4,000 from Gucci.
This same bag costs $60 at T.J.Maxx. It's just price elasticity via
marketing, via the story that's been wrapped around the thing.
 So there's a lot of price elasticity with this and with the right
marketing you can command a higher fee than $1000 a month,
but you don't need many to add a six-figure income, whether it's
your side business or whether it's your main income.

So how do you do it? The key concept that is gonna be kind of

your magic trick to sign clients is this keyword: Proof before
partnership. Proof before partnership. Let's break it down, word
by word.

If you go to a local chiropractor and you say, hey, Dr. Jones, I'm
an amazing social media expert, I'd love to bring you leads to
your business, would you like to sign here on the dotted line,
and I'll start sending you more leads than you can handle, and
your business will explode? What's he gonna say?

Ryan: No.

Jason: He's gonna say no. For a variety of reasons, right? He does want
business. He doesn't like the way you talk to him about the
business though. He doesn't feel heard. He doesn't feel
understood. He doesn't know you. He doesn't trust you. And
worst of all, he has no goddamn idea if you can actually do what
you just said you can do. Does that make sense to everybody?

So proof before partnership, you must prove that you are able to
do what you say you can do before your sign them up. That's
how we sign clients in our social media business. We prove to
them that we can actually bring them leads. That's the proof
part.

The Partnership part in “Proof Before Partnership” is a mindset

shift. It is a distinction. I want you to see these people you're
working with, yes, as your clients, but an even better way to look
at it is you guys are in a partnership together. You guys are a
team together on a mission to grow their business, this year. If
you come at it that way, from that frame, don't you think he or
 she is gonna be really much on your side when you guys are
working together? If he or she, the client, you tell them we're a
partnership, I'm as dedicated to growing this as you are, so
that's how you frame it. It's proof before partnership. You're
gonna prove to them that you can do what you say you're gonna
do, and with the implication that it is a partnership between you
and them.

Here's what you're gonna do. You're gonna prove to them that
you can get them leads that convert to low-barrier offers. That's
the system.

What is a low-barrier offer? At a massage parlor, a low-barrier

offer, if a typical massage, let's say is $69 for an hour, it could be
first massage for $29. That's a low-barrier offer for the massage
parlor. If it's a dentist, it could be you get a teeth cleaning and a
free teeth whitening, for $39, it's normally $99, but your first
teeth cleaning plus the whitening is $39. That would be the
dentist’s low-barrier offer. It is a way of taking something that
they already know sells really well, and they make it a super
discounted low-priced offer for a new lead. It's going to be that
prospect’s first purchase and get the business a new customer.

If it's a yoga studio, let's say that their membership is $39 a

month. It could be your first five sessions are free, and then it's
only $29 a month to be a member. That would be a low-barrier
offer.

If you're sending them leads from Facebook, and all they have is
a basic yoga membership where it's just $49 to sign up, and
there's no incentive, free for five days or whatever, they're not
gonna be able to convert those leads are they? The yoga teacher
is not super talented salesmen or marketers. She just wanted to
open a yoga studio. He just wanted to open a yoga studio. So it's
important that they have this low-barrier offer setup for your
Facebook ads.
 When you talk about things like low-barrier offers and Facebook
ads, and conversion rates, and leads to customers, like if I send
you 20 leads, how many of those will you be able to convert on
your low-barrier offer? Ask them questions like that. They've
never thought about this stuff, before. We know this is just good
goddamned business. That's what this is, right? But they've
never really thought about it before. They've never heard
someone speak about it so clearly and expertly. They're gonna
think you're a freaking marketing wizard. Do you want them to
see you as a marketing wizard before they sign with you? Is that
usually a good position to be in?

Ryan: Yes.

Jason: Yes, of course. So as we covered before, saying it doesn't work.

You can't tell them I'm gonna blow up your business. I'm a great
Facebook expert, so I'll do it for you. We have to give them
results in advance.

Results in advance. This is the proof part of the Proof Before

Partnership. So what you're gonna do the first time you meet
them is the whole point of that first appointment isn't to sign
them as the client yet. It's to open the door to a partnership, a
business relationship, and it's to clench the opportunity to give
them results in advance. Does this make sense to everybody, so
far? That's what we're doing.

So the first thing I want to talk about is when you do go to meet

them, do first impressions matter?

Speaker 5: Yes.

Jason: You only get one shot at what?

Speaker 5: A first impression.

Jason: A first impression. That’s right. So you only get one shot at a first
impression, so the first thing is simply being high status is gonna
be super important in that situation when you go to meet them.

What does that mean? Being High-Status means you look

successful, sound successful, act successful. You're dressed well.
You're dressed sharp, but not too sharp. You speak with the
right tonalities. You're not super breaking rapport but you're
clear, you're an expert, you're sharp. You're authoritative, but
you're not overly authoritative. You're on the same level as
them. You're eye-to-eye.

Unconsciously, your frame is, listen, I could literally blow up

anyone's business in this entire city, but I'm bringing this
opportunity to you today, so let's sit down and talk for a second.
I don't have much time. That's the mindset you're going in with.

And by the way, you might be wondering, how do I set up the

appointment with them? The first thing you never wanna to do
is you never wanna go in cold. Anyone here ever done cold-
calling and cold sales? Door-to-door? Yeah? How's that? High
success rate? No. You're literally battling against 100,000 years
of human evolution. It's the hardest battle. It's almost
impossible to win, and the ones that you do win, have nothing to
do with you. It's because the other person just really wanted the
thing, usually. So it's not a good strategic move to cold call. That
strategy doesn't work, let's put out a different strategy.

So there's many different ways you can go about this, in terms of

setting up appointments. One of the best things you can do is
simply to get an introduction from someone that they know.
This is when social circle networking and things like that come in
really handy. The other thing you can do is you can actually run a
certain chiropractor's, his ads for free, get results on the
predetermined commitment from him that he will introduce you
to three of his chiropractor friends after two weeks as you've
 delivered results. Does that make sense to everybody? So you
want the power of introduction working for you.

The other thing you can do is if you can get in front of an

audience and give a talk. This is the oldest trick in the book, and
it works incredibly well. If you can give a talk to 10 different yoga
studio owners, maybe you can give a free 60-minute talk on five
ways to 10x your business, or something like that, and just give
them good information. And then, you mention that you have a
social media thing, they're all gonna bull rush you, after you get
off the stage, and want to talk to you about that. There's many
different tools that you can do. That's not the complete scope of
what we're doing here, but there's many ways you can go about
it. The key thing is you never want to go in cold.

When you do meet with them for the appointment, the first
thing you want to do is you're gonna come with the facts, and
the documentation. What this might be like, let's go with the
chiropractor example, is when you come to them, you have a
piece of paper with certain stats printed out. Not because you
want them to read it, just because you want them to know, I
know more about this than you do.

So you should have a folder with these facts about their business
and the area.

The facts you want to give them should follow the formula:
Problem, Agitate, Solution, Demonstration.

So the documentation and the facts you bring need to support

your claim that this chiropractor has a problem. Problem,
agitate, solution, demonstration. The first one is problem. The
documentation needs to support the claim that there is a
problem. The problem might be, “So I did some research and I
discovered that there's 112 other chiropractic offices within a
40-mile radius of yours, and there's only 16,000 people in the
area who said that they would consider seeing a chiropractor.
 That means that there's only so many people who could even be
potential clients for you. That's a lot of competition, wouldn't
you agree?” He says, “Yes, I would agree.” Right? Is that a
problem? Did I just state a problem?

Audience: Yes.

Jason: There's a lot of competition. Right, now you're gonna agitate the
problem. What does that mean? It means you're going to
translate how this problem will negatively affect them in the
future, what it will cost them in the future. Better yet, costing
them in the future doesn't twist the knife nearly as hard as what
it will cost them, today.

Today, how it's hurting them, today.

One of the best ways to agitate the problem of too much

competition is to talk about price erosion. So there's all this
competition, there's only this many people, and I'm sure you've
seen it before, the way most businesses compete is everyone
keeps lowering their prices. So your competitor lowers his
prices, and you have to lower yours, and before you know it,
everyone is undercharging, and no one can make any money
anymore, right? That's called price erosion. When you say a
thing like price erosion, aren't you demonstrating a certain level
of expertise? It's just a big word. They're like, oh, he knows
erosion, he's smart. That's how the brain works for most people.

So now, we've given them the problem. We've had

documentation to back it up, and have we also agitated the
problem?

So now, it's time for the solution. So then, you make that
transition, that bridge, and oftentimes it can be something as
simple as “So we know obviously with the current state of how
competitive things are, and with prices going down, everyone's
having trouble making money. Have you ever noticed that all
 your competitors are all advertising the same way?” Yeah, I
have. “They all use that old-fashioned advertising, don't they?”
Yeah, we do the postcards, or maybe they go into newspapers,
or they give local talks, and they have to spend their time there.
They all have this local old-school advertising.

“Well, what if you were the only one who was advertising in a
way that costs significantly less than your competitors and
actually got significantly more leads than them? What if you
found a way that was actually cheaper to advertise and actually
got you up to five times as many leads as your competitors? Is
that something that you might be interested in?” Yes, that
sounds goods, that might be interesting.

So you can even flip it around. A good question to ask, and this is
where it kinda gets ... That's the solution. This is where it goes
from solution to demonstration, and here's the general script
you want to use. You get that Yes and then you go, “Well, what
if you were dominating and crushing on social media?” Hmm,
interesting, I've never thought about that.

Every single entrepreneur that I mentioned before, from every

different vertical, from all of the different places I mentioned,
are they all aware of how big social media is today?

Audience: Yes.

Jason: Generally, right? Are many of them almost kind of like afraid of
it? Like it's that tiger, that boogie man, they're like I know it's a
big deal, I should be doing it, but it's scary, I don't get it, it's
changing. There's all this stuff they have going on. They have all
crazy ideas about it.

So they're interested, and now, it's time for the demonstration.

You should have an iPad or a laptop out, as you're doing this.
Because, again, you don't even have to be using it, it should just
be there. Because if you're the social media expert and you're
 this computer whiz, you always have an iPad with you, don't
you? Just like a writer always has a book and a pen with him, or
a journal? They want to have an idea of you, that you're this
person who's just always on his or her laptop. You're a whiz. It's
like grandparents who think that every teenager knows how to
fix their computer. It's because they grew up with computers.
That's the general idea you want to give off.

So you flip the iPad or the computer around, and you show them
Facebook ads. That's what should be on the screen. It should be
Facebook ads, and there should be an ad you've already created
for them. Imagine the look on their face. You’ve already created
an ad for them, they see it right there, someone’s taken this
social media burden off their shoulders already, their juices are
flowing.

And then, here's what you're going to say. You say, “What if this
was your ad driving new customers to your store today to buy
your low-barrier offer?”

If they have a name for the low barrier offer, just say that
instead of “low barrier offer”. Like “free massage special” or
“free teeth whitening offer”.

They’ll go, “Oh, that's interesting. This is interesting. I've never

thought about it. Yeah, that would be awesome.”

And then, the follow-up that just seals the deal, you ask them,
“Can you see how this might work better than your competition,
who's still using old-school ads?” Yeah, I can see that. Once they
can see it, you've got 'em.

So we've come in, we had the first impression. We sat down

with them. We problemed, agitated, solution, we gave a
demonstration. We got their juices flowing. They can see how
this is going to work better. This is super interesting to them.
 And now, here is the script you're going to use to seal the deal
on the proof before partnership. You're going to say, Great. Now
I don't want you to pay me a penny yet. What I want you to do is
give your business a chance to accelerate its growth by
committing just $100 of your budget to social media so that I
can buy leads for you in the next five days…

And with it, I think I can get you 10 new leads, 15 new leads, 20
new leads, 7 new leads, 22 new leads.”

Have a number, a number that you know you can actually

deliver on. The worst thing you can do there is promise the sun,
and then deliver a flashlight. Not going to work. So a number
that's conservative, but you know you can hit, and then actually
deliver on it.

If you do all this, you went through this whole process, problem,
agitate, solution, demonstration is by the way the most
important part of that. And you ask them this question, do you
think most business owners are going to give you the chance?
Just $100 of their budget for you to accelerate and grow their
business in the next five days by buying leads for them? They're
going to say yes. You're going to get a lot of Yes’s. Your closing
rate is going to be very high. And as you practice it, you're gonna
keep getting better and better. Even with that closing script,
how important is tonality going to be?

Ryan: Huge.

Jason: Humongous, right? So as you do this, practice it a million times

in front of the mirror. I didn't make that number up. Actually a
million, that'll be best, okay? Practice it. Get it perfect. All right,
get it perfect.

In the mastermind, as you guys are doing this, we're going to do

all kinds of role-playing and different demonstrations, working
on every step of this until it's just internalized completely in each
 and every one of you. You can pull in your car, in a new city
you've never been, and sign three clients by Wednesday. That's
the level I want you to get at.

So here’s the last thing you’re going to say, and this is another
script.This is word for word, this is tested.

You're going to say, so, Dr. Goldstein, so Dr. Bob, so Yoga

Teacher Jenna, whatever her name or his name. So Dr. Jones, if I
can get you 15 leads, 20 leads, whatever the number you chose
... So Dr. Jones, if I can get you 15 leads minimum for the $100
budget here, do I have your commitment that if I can get you
those leads and you can convert some of them into patients and
clients, that I can then run your social media marketing, and free
you from that burden?”

What are they going to say to that? Yes. Yes, you have my
commitment.

And at that point, you're off and running. Now, you have five
days, a $100 budget to buy them the leads. Now, before you
start doing this, a couple things you have to make sure of is, one,
you have to make sure they have the low-barrier offer. The
worst thing you can do is you send them leads for those five
days, good leads but none of them become clients because they
didn’t have a low-barrier offer in place. So you want to make
sure that they have it. If they don't have it, work with them.

The other thing you're probably going to want to know, and that
probably most businesses, even good businesses won't even
have an answer to this question is if you ask them what is your
average lead worth? They won't know. In fact, some of them
won't even know what that means. What it means, of course, is
if 10 leads walk through this door, how many of them sign up?
How much do they pay on average? And from that information,
we know what the average lead is worth. If 10 people come in,
and 2 of them pay, and they each pay $50, then we know you
 made $100 for every 10 leads that came in. Meaning your
number is $10 per lead.

So they need to know that number. If they don't know that

number, then you have to help them kind of figure it out, so at
least you have a good standard that you're going to be beating
as you're doing this for them. If they've never had a low-barrier
offer, by the way, then you're probably gonna either just try to
create a number for them to beat, like an idea of what they
think it is. Whatever they think it is, by the way, it first is going to
be inflated. Bring that back down to Earth. Especially if they
don't track it. But generally speaking, if they never had a low-
barrier offer, no matter what you do, they're gonna make more
money than they ever had before because it’s a holy grail in
brick and mortar marketing. It’s like being blind for years and
then being able to see. It’s a game-changer for any business.

Ryan: I can see how this would work incredible for anyone willing to
take action. What’s the other way to get a 6-Figure Freedom
Business?

Jason: Let’s cover that in the next chapter now…

CHAPTER 5

Ryan: Jason, you've built a 7-Figure internet business in three different

industries, all before the age of 28. Is it really that easy?

Jason: It's simple, it's not easy.

Ryan: So, let's break it down. How do we get a 6-Figure Freedom

business in internet marketing if I've never done it before?

Jason: That's a good question. That's a big question. It's one that you're
actually pretty familiar with yourself.

Ryan: I am very familiar with this myself.

Jason: So maybe we can both work on this one.

Ryan: We will.

Jason: So the first place to start, I just want to pre-frame this by saying
that this isn't going fully deep into all the, every piece of the
puzzle. This is going to be the underlying structure of building a
Six Figure internet business. To get to a 100K a year in the
internet marketing business, there’s only a few things that you
need to do. There's a certain structure, a system that you need
to follow. And if you work the system you can get there. Doesn't
really matter necessarily what kind of experience you have, or if
you’re not a great copywriter yet. Those things will take you to a
multiple Six or seven-Figure business, but just to get to a 100K a
year - I don't mean this in a derogatory way to anyone, but
there's a lot of people making Six Figures on the internet that
don’t deserve to be making Six Figures on the internet. You
reading this do deserve to so let’s put you there now.

We’re going to start with the whole structure. The first thing you
need to do is to pick your niche. What niche are you going to be
in? And a niche is just a certain type of industry. There's the
make money industry, there's the personal development
 industry, there is the fitness industry, there's the fat loss
industry, there’s the dating industry. There's all these different
industries. Now in each niche or industry there are sub
industries and sub niches. So there's fat loss, and there's fat loss
for men over 40. There's make money, and then there's make
money in real estate. That's a niche and a sub niche. You're
gonna want to start in a sub niche not a niche. It's hard to
compete in a niche, there's tons of people, big brands have been
there for a long time. Sub niches you can carve out your own
space. Do like the Blue Ocean strategy, be a category of one.

So once you know what niche, what industry you're going to do

this in ... a lot of people are like I need a blog, I need a social
media, I need this and that.

This is why they’re still failing online.

The next thing you need is something to sell. You need a product
or service to sell. That's the most important thing. You need a
course or a product and downloadable info product that you are
gonna sell. Like an ebook, downloadable videos and audio
system, a combination of the three. Maybe there's a series of
live webinar trainings that you're going to do. Maybe it's ... I
know a guy who sells a program. He's an experienced marketer
and it's $15,000 a year. All you get is a number to text him at for
the year. Whenever you have questions you just text them in.
And then he promises within 48 hours he'll get back to you. And
that's what they pay for. That's the whole program. That’s the
product he sells.

So you are not limited by what you can sell. There's so many
different things that can be sold over the internet. There's a sock
of the month club. $20 a month you get a new pair of socks
every month. A frivolous pair of socks to frolic around the city.
That's a real thing. So you pick your course. The key thing I want
everyone to understand is when you're creating the course, the
 product, the people you are gonna be selling to are going to like
a certain type of thing. If they like strawberries, don't feed them
cantaloupe. They're not going to eat it, and then the cantaloupe
is going to get wasted.

What I mean is if you know they like strawberries what course

should you create, what should you be feeding them?
Strawberries. So many marketers bring their egos into it, even
I've done it, and they go, everyone likes cantaloupe. I know
they’ve preferred strawberries in the past but this time I’m going
to show them the power of the cantaloupe. And then they don’t
buy.

Give them what they want.

So once you have the course created, you have the thing. You
want to jump start your online business. Ryan, what's the fastest
way to jump start an online business?

Ryan: A product launch.

Jason: Yes. How would you define a product launch?

Ryan: You rally up a bunch of influencers in your industry, as in they all

share the same audience of the people that you want to be in,
and they all promote your product to the marketplace and their
list and following at the same time.

Audience: Can you give us an example?

Ryan: Let's do vegan fat loss. You find all the people in vegan fat loss
that have blogs, that have products, youtube channels,
whatever. Then you go to them and you offer them up a big
commission to sell your product. And you get everybody to
promote at the same time for a certain amount of time. You put
your product on sale. There's a deadline, and at the end of that
deadline you have a whole bunch of new customers that you can
now help and sell more valuable stuff to.
Jason: So when I was 21 I launched a product, it was a speed training
product for athletes. So it was a DVD, a home study course that
we shipped out to you. We charged $149 for the DVD and we
had hundreds of testimonials. They’re actually still on line, a lot
of them. What I did was I created the product first. And then I
Figured out, I made a list who's everyone that could promote
this product. So it's speed training for athletes. And it wasn't
limited to just one sport like basketball. So anyone who had a
basketball email list or social media following can promote the
product. Anyone who had a hockey, or soccer, or football, or
baseball, or tennis could promote the product.

So I had affiliates in all these different niches and verticals. And I

built relationships with them. We always talk about recruit
friendships, not affiliates. So I built up relationships with these
people. And I geared them all up for it, and I said on these dates,
we’re all going to promote the speed training product. I am
going to pay you a 75% commission on it. You’ll make $98 or
whatever it as on the commission. How's that sound?

And of course it's a little bit deeper than that. There's a little
psychology involved in how you ask them and how you go for
the ask and everything. But that's what it was. The key thing is
that you get all the affiliates and you get them all to promote
you at the same time. There's this magical effect, this thing that
takes place when the whole marketplace is hearing about your
product at the same time. Has anyone here ever been, you're on
everyone's email list and there's all of sudden for five days
straight you just hear about the same person and product over
and over and over? It’s because they’re manufacturing it to
happen, they engineered it as part of their product launch.
They're getting all those people to talk about and promote their
product for them as part of the launch. That's how it works. You
see it when celebrities are all talking about some new movie
coming out at the same time, and they go on all the late night
talk shows to promote the movie. That doesn’t happen because
 Jimmy Kimmel is like, “Hey, let’s get Charlize Theron on, I hear
she has a new movie coming out.” No, Charlize Theron pays a
team of promoters to compel Jimmy Kimmel to allow her on the
show so she can promote her new movie. She’s doing a product
launch. They all do it.

So that's what I did. And in seven days I went from not having a
business, to now I have a Six Figure business. Cause it was like a
$110,000 launch or something like that. But even better because
there was an opt in on the web page before they even bought
the product I gained 900 or 1000 customers or something like
that. And I gained a total of 8,000 people on the email list.

Because all these affiliates are sending traffic to the web page,
and our funnel wasn't straight to a sales page, it was to squeeze
page which means there was an opt-in box. In exchange for the
prospect entering their email they get access to this badass 22
minute video that was full of new speed training tips for
athletes. And then at that end of that video we pitched them on
the product, and here's why it's on sale, and here's the deadline,
and here's why you should buy now, etc, etc.

So I got leads and I got customers from the launch. About 8,000
leads and about 1,000 customers. 8,000 leads and 1,000
customers just like that, you have a Six-Figure Freedom business.
I can help someone do this in under a month with my eyes
closed. Everyone see this so far? That's the structure.

Ryan: Yes. And I think it's also important to note that when you do the
first product launch, you want to be thinking more long term.
Yes you're gonna make money off that initial launch, but the
value in the launch is what you gain after it. The list and the
recurring customers and the people that you continue to sell to
and market to. So ultimately you want to try to break even on
the launch wouldn't you say? Most people are gonna make
money on it but..
Jason: I mean honestly I think a good rule of thumb is even if you go in
the hole five or ten percent on the launch, it's more than worth
it. That doesn't really happen though cause it's free traffic. 8,000
leads on Facebook for an internet marketing product isn't cheap.
8,000 leads I don't know if you're paying $5 a lead, you're paying
$2 a lead. I mean you're talking about $15,000 to $30,000 you're
gonna spend to get 8,000 leads. When you get those 8,000 leads
from affiliates, you get them for free.

So the checklist for the product launch is you need your product,
you need your sales copy, you need your upsells, you need to be
able to fulfill the product. And you need the affiliates. Those are
the big things that you need to run this thing.

So what do you do after the product launch? Now that you have
this launch. You've got customers, you got money, you got a list.
What do you do to actually make money from that list? Well, the
first thing is you don't ask the question how can I make money
from the list? That's not the question, that's a negative question.
The question you want to be asking is “Hw can I provide so much
value to these new people that they want to continue doing
business we me on a very regular basis?” That’s a better
question. That's what you're doing. You're not selling to them.
You're building a relationship with them. That's the distinction
with these leads, with these customers.

So, how do you build a relationship with your list? Well, the key
thing is frequent and intimate communication. Whether it's
through email, whether it's through social media, whether it's
through video, through text. Just frequent and intimate
communication. And we talked about this in the MBA In internet
Marketing Program, but what's one way to make
communication intimate? Who can tell me?

Audience: Personal stories.

Jason: Personal stories, right, disclosure. Remember we said disclosure
is disarming. When you disclose something to them they feel
closer to you. That makes it intimate. So frequent and intimate
communication. And in those communications besides that, you
want to give value to them daily. We're not gonna go super deep
in exactly how to nurture the list, but help them. Share good
information with them. Simple tips, simple quotes. Good stories
that uplift them. Hacks for their life that make their life easier,
that save them money. That make things better for them. That
are cool stories. That excite them, that delight them. Just giving
them value. You give value daily. It's a good rule to follow. So
give value daily. And lead with value. Every time I go to open an
email or video, I'm always like, “What value can I provide now?
How can I provide even more value to this person right now?”
That's the question I'm answering when I go to communicate
with my family, my list.

Other things that are important in communicating with them:

Actually care. That’s a big one. Like actually care about them.
Actually give a shit. Big deal. You’d be amazed how many people
don’t value and care about their customers.

Another thing is be interesting and fun. This is one thing I got

away from for a while with our emails and stuff, but sharing
what is going on in your life may seem like typical to you
because it's what you do all the time. But they actually love
hearing about it. They love hearing about where you've been
and where you're going, and what you're planning and where
you went to dinner last night and what funny story happened.
I'm gonna even be doing this more and more often as we go
forward, but people enjoy it.

For instance, last week when I was in Vegas and I just told the
story about I'm in Vegas and I show a picture from where I am,
people just love to see that kind of stuff, we had hundreds of
people writing in about it. So just be interesting. Lead an
 interesting and fun life. Shocking concept. And then share the
interesting and fun stuff that you're doing and that you're
thinking and the experiences that you're having.

They basically start to feel like they know you. When they meet
you in person they'll say things to you like hey do you remember
that time when you went to Napa with your girlfriend? I was just
there with my girlfriend and we tried that restaurant you talked
about. Because they've heard the story, they've gone on the
experience with you, they want to go share it back with you.
Does that make sense to everybody? So it doesn't have to be
that you have to write great content articles everyday. Just
sharing cool shit going on in your life and being friendly, like pen
pals. It's like pen pals. Works really well. For you and for them.

Key thing, we're talking very general here, but it's so easy to get
distracted by shiny objects, like all the psychological things,
thinking you need to be the sorcerer of influence using all the
persuasion tactics.

Keep it simple. Tell stories. Just remembering that, tell stories,

and you’ll be light years ahead of the pack.

Seriously. Are you telling stories? Are you being interesting and
fun? Do you give a shit? Are you leading with value?

And then lastly, as your north star to lead your communication

with them, make them happier, healthier, wealthier, and wiser.
If you can make them happier, healthier, wealthier, and wise
over time, are they gonna want to be around you, are they
gonna want to keep buying from you yes or no? Yes, of course.

So that's how you build that relationship. Now, how do you keep
monetizing? Here's the key distinction that you want to have.
Have a recurring membership program overflowing with value.
So after you do your product launch, have another program for
your most advanced dedicated students that has a recurring fee
 to it. $39 a month, $69 a month, $99 a month. Have a recurring
program. Honestly we're talking about those mental barriers we
were talking about yesterday. A lot of people have barriers with
this. And I think one of the reasons why is because they feel like
they've been trapped in a recurring membership program or
something in some point in their life before. The best way I
know to get over it, honestly, is to be a part of them yourself. As
you realize how much value they pack, you won't have the
barrier anymore. You'll be very comfortable not only offering it,
but you'll be very comfortable selling it.

I am a member of like 14 different continuity programs through

different people. Like 14. Dan Kennedy has me in four. I'm in this
other mastermind. I pay for this other one that's an NLP one. I'm
in all kinds of ones. I love it. I love being a part of continuity
programs. I don't have to go searching, I don't research online, I
get the most up to date stuff in the specific areas I want to get
better at sent to me. Sent to my inbox, sent to my house. I get
physical newsletters. I get them all. I get research. I get
everything. So that's important.

Let's say you do a launch, you get 1,000 customers and then you
do a follow up launch a few weeks later. And you have a $69 a
month recurring program. And you add 125 to that recurring
program? Who can do the math on that? It's about $8600 a
month. That’s more than $100,000 a year on its own. You just
want Six Figure Freedom, there it is. Break even on the launch,
get a 1,000 customers and then have a recurring program that
changes lives right after. And that's it.

And make sure the recurring program is overflowing with value.

They're paying $69 a month, you should be delivering $690 of
value of month or more to them in exchange. And it doesn't
matter ... you're like what do I offer? If you keep the focus on
making them happier, healthier, wealthier, and wise and they
actually keep seeing results in their lives are they gonna leave,
 yes or no? They're never gonna leave. They’d never purposely
harm themselves and their growth like that.

Cause even if you say, your vegan fat loss, that's the launch Ryan
talked about. If you get a bunch of vegans in there and they're
just dropping weight like crazy. They're just disappearing. We
can't see them anymore, they're so skinny. You can sell them
more advanced vegan stuff if you want. You can sell them more
recipes and nutrition and vegan research and stuff, but when
people go through a transformation like losing weight, making
money, growing themselves, having breakthroughs, whatever it
is, how do they usually feel? Are they excited about their lives?
Do they all of a sudden start to see other areas of their life
where they're like, wait if I can breakthrough there, I should be
able to do it here and here and here. Their eyes start to open up
to how great their life can become. And they're gonna start
looking for ways to ... let's say it was health. So if they got
health, well now they're gonna start looking for ways to increase
their happiness, and their wealth, and their knowledge, and
their wisdom, and their relationships.

And that's what you do in the membership area. Does this make
sense to everybody? Good. There's your Six Figure Freedom
business. And if you want to keep the business growing, I don't
why you wouldn't. All you do, if you really want to make more
money, is you do three internal product launches per year. One
big launch with affiliates per year, and three internal per year.

So we talked about the big one with the affiliates. The internal
one is just you create a new program. Something you've been
hyping up internally. Something that you're really passionate
about. Something that you're proud of. And then you just launch
it to your current customer base, whether its 1,000 customers,
1,500, 3,000, whatever it might be. And you do a full product
launch just internally. You have great content, you give them
stories, you get them hyped about the product. And then it
 opens up and for seven days it's on sale for 50% off , and there's
fast action bonuses. And now those are what we call cash flash
floods. There cash injections into your business and life. They're
profit windfalls. And now we're talking about way more than
$100,000 a year. Now we're talking about multiple Six Figures.

The other things I had that I wanted to note was, if you want to
keep driving traffic in other ways is, you make YouTube videos,
you're active on Facebook, you're active on social media. You
use Facebook ads. It's nothing complicated, it's nothing crazy.
Success is just a few small fundamentals applied consistently
over time that lead to big results for you. Ryan, do they need a
blog?

Ryan: No.

Jason: No. You don't need a blog. A lot of people are like do I need a
blog? No, you don't need a blog. Blogs are dead. You can't see it
yet, but they're dying. Three years from now they're just dead.
People go on social media, they don't go on blogs. Do you need
a business card for this? No, you're social media is your business
card. You're social media is also your blog now. People don't
want big content, they want micro content. They get it on social
media. They get it on Facebook, they get it on Instagram, they
get it on YouTube. You do want both types of content. Cause
here's the thingm some of your customers are going to be die
hards and they're gonna want more of you than the micro
content can offer. Where do you provide that longer, deeper
connection with them?

Audience: Membership area?

Jason: In the membership area. The other way you do it ... cause there
might be other die hards that don't know about you yet, but if
they met you they would become a die hard, is on YouTube. And
on YouTube you want to mix in some long content in there. 15,
20 minute videos on there. You can even go as long as an hour
 on YouTube. There's some people I know ... there's someone I
know who literally made a two hour video on his iPhone holding
his phone up by his arm for two hours straight. The deltoid
stamina and endurance is mind blowing. A two hour video just
talking about nothing. But the people who are die hards, are
they going to watch it? Of course. Are they gonna feel even
more connected to you after? Yes, and are they gonna be more
committed and invested after they just spent two hours with
you? Yes, of course.

What tools do you need to learn for this? To implement all this,
the actual online tools? There's Aweber. That's for email lists.
You can go to others like, GetResponse. I'm just telling you
what's the best. Just go with Aweber.

They’re great. Unless you're sending out millions of emails a

week, Aweber will get the job done better than all the others.
And they have a $1 trial to begin.

You can pick up Aweber in a day. It's great.

ClickBank is for selling your products. Don't be crazy. You don't

need your own shopping cart. You don't need to go on Stripe
yet. You don't need to go on PayPal. Clickbank will do you just
right. And one benefit about ClickBank is they have literally tens
of thousands of affiliates who if your product is actually making
money, that affiliate, you don't have to do anything, that affiliate
will find your product, they'll get an affiliate link, and they'll just
start sending traffic and customers to your offer.

Can you imagine that? You have like a brick and mortar business
and you do nothing and then there's some guy on the other side
of town who's just like hey I'm gonna send you a hundred leads
a day, just give me 75% of what they spend. That never happens
in the offline world.
 What about making your sales page? Do you have to learn
HTML? Do they have to learn to design in Photoshop?

Ryan: No.

Jason: Just Use ClickFunnels. Don't complicate it again, just use

ClickFunnels. They’re a company. You can create beautiful sales
page and funnels in an hour, without knowing a single bit of tech
on Clickfunnels.

And if you need to hire a freelancer to do some advanced code

for you, maybe there’s something on the website you just want
to change and you can’t figure it out.

You go to a site called Upwork.com, you hire a freelancer for

$10 to $20 an hour, and they’ll handle it for you. There's no
contracts. You don't have to get a W9 from them because you're
paying them less than $400. It's just easy freelance work and
they're in and they're out in few hours.

And that’s it. That’s the Internet Marketing Model for getting the
6-Figure Freedom Lifestyle in as little as 12 months or less.

I know we’re supposed to be done but there’s one more thing

that I’ve been really big on lately, and I want to share it with you
in a bonus final chapter if that’s all right with you…

CHAPTER 6

Jason: So this final section, as we've completed the Six-Figure Freedom

Formula, and everything involved with it, from the mindsets, to
the how-to, and everything in-between, including philosophy. I
just wanted to add in one last section. It should go only a few
minutes about the greatest human weakness.

The greatest human weakness is indecisiveness. A funny quote I

heard recently: “Indecision may or may not be my problem.”

On a more serious note, anyone know about William James, Dr.

William James? One of the original psychologists from the early
1900s. He was the first head of psychology at Harvard, way back
in the day. He has a lot of interesting things to say. A very, very
deep thinker.

He said that “There's no more miserable human being than one

in whom nothing is habitual but indecision.” There is no more
miserable human being than in whom nothing is habitual but
indecision. That is, their only habit is indecision.

Indecision, it sucks out our energy. If you guys are ever ...
Anyone here who has been in a mood where you are just on fire,
and you're present, and you're boom, boom, boom, being in
state, as some people would call it. Are you indecisive in that
moment? You don't even think, do you? You just do. And in fact,
it's amazing because each action you take, each thing you do
actually gives you more energy. That's when you get in that deep
momentum state, and you just feel really good and the results
start flowing in, coming out of nowhere, more and more.

When you're not there, when you're tired, when you're unsure,
when you're indecisive, it sucks the energy out of us. The putting
off of making a decision is actually an energy leech. Indecision is
an energy leech. You're sitting there, should I do this, should I do
that? I can't decide. All you're doing is just funneling the limited
 amount of reserves that you have into more thought about
should you do it, or should you not? Should you go A or B?
Should you leave? Should you stay?

I had a friend, who I'm not gonna say his name, but a few years
ago, he met this amazing woman and they had this amazing
relationship. And then, they got married, and then she turned
into one of the worst people in the world. Amazing
transformation that can happen sometimes. She, at one point
during a fight, physically harmed him. She knocked his two front
teeth out. Knocked his two front teeth out, and he stayed with
her after that for a little while. About six more months before he
finally made the decision to leave her, to say cut off, I am done.

There's a lot of power in being able to say I am done, I am

cutting this off. A lot of power comes with that. In fact, he told
me, he said the minute I made that decision, it was like the life
came back into him. The life came back into him.

Because we all know, he knew during that entire time, those six
months, even after the fateful punch, a part of him knew this
wasn't gonna last. Part of him knew he was gonna have to make
a decision, but he procrastinated on the decision. He decided to
hold off on the decision. And when we decide to hold off on the
decision, it just sits there, and it's just sucking out our
bandwidth. The minute he just made a decision, it doesn't
matter if it's right, it doesn't matter if it's wrong, just making
that decision, brought his life force back to him. And now he’s
dating someone new and traveling the world, having the time of
his life. He’s alive again. And we know all change, all
breakthrough, all action starts with a decision. It all starts with a
decision.

Every single breakthrough, every good thing that's happened in

your life has been the result of a decision that you made. And
you did not know that it was going to be right, or that it was
 going to be wrong. You just knew it was time to step up into
your best self and stop playing small and make a decision.

The worst thing that you can do, we talked about earlier about
how if you validate a kid for being smart, not for the effort he
puts in to being smart, it can really screw with him, because we
repeat what we get validated for. Now he feels he needs to keep
somehow being smart but we didn’t validate for him putting in
effort which is what would keep making him smarter.

The worst thing you can get validated for is being someone that
always makes the right decision. Because then, all of a sudden,
you have this pressure on you that, oh God, I've only got to
make the right decisions.

No, don't worry. It's not about making the right decisions. It's
about making decisions right. And how do you make decisions
right? Quick and decisive. It doesn't matter if it's right. It doesn't
matter if it's wrong. It's just that we simply make decisions in our
lives. And if it doesn't work, then, shit. Because we're moving so
quick, we're moving so fast, we can always go back and try
another door if need be.

Napoleon said, “Nothing is more difficult, and therefore more

valuable than making a decision.”

Dan Pena said, “I may be wrong, but I'm never in doubt.” Pena
would always say stuff like “I make fucking decisions, that’s it.
Sometimes I'm right, sometimes I'm wrong, but I make fucking
decisions for myself. That's why they pay me the big bucks.”

Elbert Hubbard was a writer from the 19th century. He has an

interesting book, where he traveled to the homes of millionaires
people like Emerson and wrote about them. He was Napoleon
Hill before Napoleon Hill. He said, “A leader is someone who
makes a decision, but is sometimes wrong.”
 A leader is someone who makes a decision. He could've ended
the quote right there. I'm glad he said “but is sometimes wrong”,
because the pressure to feel like you always have to make the
right decision is ridiculous. It is an absurdity. I want to remove
and relieve very single person hearing this of that pressure, now.
It's not about making the right decision. It's about making
decisions right.

And every decision, by the way, has some benefit in it. If I make
the wrong decision, well listen, only a low-status duck wouldn't
learn from that, right? And thank God, I'm not a low-status duck,
so I'm gonna learn from it.

And just as an aside, if you were somehow to make the right

decision every time, it would mean you're not actually human.
Everyone understand that? If you make the right decision every
time, that means you're a computer program. You're not a
human. I'm not a computer program. I don't think anyone here
is a computer program. I don't want anyone to think that they
always have to make the right decision. What I want is for you to
practice decisiveness. That's the distinction.

The last thing I just want to wrap up with here is letting you
know that I'm certainly not perfect at all. There's definitely
decisions I'm putting off in my own life, right now, too, 100%.
But the minute we make that decision, right or wrong, it doesn't
matter, that's the minute the life comes back to us. It's the
minute the power comes back to us. That's the minute the
energy comes back to us. We're back in control of our destiny, of
our lives. So those moments where my heart is pounding, it’s
telling me one thing but my head is telling me another, those are
the best moments where you cut through…and you make that
decision for yourself, and you say, “I'm going for it, this is what
I'm doing,” and you commit to it.
 Because a real decision is when you cut off the possibility of
anything else. You say, “I’m here on my path, this is my life, this
is what I’m doing, this is where I'm going.”

When your heart is pounding and you're not sure, but you do it
anyways, those are the best times. You'll look back on those as
those defining moments in your life where you chose yourself.
So if anyone in this room is struggling with a big decision or
anything like that, I wish you the total awesome frightfulness of
having to make that decision, and then just fucking doing it.

I’ll see you soon.