The Design Your Story Formula

I’m going to show you how to design your personal story in a way that:

#1: Attracts customers

#2: Grows your brand and creates a brand that's authentic and real to you

#3: Your story becomes your message

Because your story is your message, it's so important to the results that you're
going to get in your ability to enroll clients, in your ability to market online, and in
your ability to just create something that's authentic and real to you.

There are 2 Elements Your Story Needs:

Credibility & Vulnerability

Story must have vulnerability, and it must have credibility. Vulnerability is

dropping into a place and being open and honest with people about who you are
and going into those pit moments.

Credibility is about the breakthrough moments of how you created results and
success in your life. You've got to have both.
How To Design Your Story

1. The Call

2. The Pit

3. The Search

4. The Breakthrough

The Call:

A story starts with a call into the journey of a story. The call is important because
it sets the stage for the character (you). For me, my story starts out when I was six
years old: “I was sitting on the living room couch one day, and my Dad walks
through the door, and he looks at me, and he goes, "Your Mother and I are
getting a divorce. We don't love each other anymore." In hearing those words, I
create this story that I'm not good enough, and my parents don't love me, and I'm
not lovable.

I decided that I'm going to become this little achiever who goes out to prove that
he's good enough and to prove that I can get my parents attention. I become this
little achiever, and from six years old on, I go out and I work in athletics, in school,
and by the time I'm twenty-one years old, I go for an interview with this company
called New York Life Insurance. Notice how I’m telling the story in the present
tense, not the past tense. By doing this, I'm dropping the audience into the actual
experience of me at six.

They're having experiences of them at six because the present tense takes
listeners into a present state. They're in the story, and they have the experience
of being the character.
The Pit:

The call happens, and the character goes along. I'm twenty-one years old, now
here I go into the pit moment in my story:

“I'm twenty-one years old, and I walk into this interview at New York Life
Insurance company, and at the end of my interview, my potential boss looks at
me looks at me, and he goes, "I believe that you can do six figures in income your
first year in this business." He lays out this plan for me, and for twelve months, I
go after this plan, and twelve months later, I just cracked six figures in income in
the insurance business for New York Life. I'm so excited, I go out that night.

At four o' clock in the morning I find myself on the kitchen floor, staring up into
my brother's eyes, gasping for my last breath, with my soul coming out of the top
of my head. I'm overdosed from a bag of cocaine, two pills of ecstasy, and fifteen
drinks of alcohol.

As I'm holding on to my life, the only thing going on in my mind is the shame of if I
left this planet, that shame that I'm feeling right now of how my parents would
react and respond to that. The next morning, I'm miraculously revived, and you’d
think that I get the lesson to stop doing drugs and drinking.

I stop doing drugs, but I continue to drink. I go, "Oh, I got it now. Money wasn't
the answer; money didn't do it. My money goal ... but if I make partner with New
York Life, and I get status, then finally I'll get this monkey off my back." I took you
into the pit moment, me on the kitchen floor. Every story has a pit. That's the
power of story.
I had pause about sharing this with people. What would they think? I overdosed
with drugs and alcohol. Is it accepted? What will people think about me? What
will my family members think? I went into this moment, and I cannot tell you how
many people this has inspired. People come to me, and they say it's changed their
life.

The pit equals transformation and vulnerability. If you don't have that, you don't
have a story.

The Search: There's a search to any story. Then all of a sudden, an incredible
breakthrough.

There's a search that keeps the audience going. “I turn around that day, and I
hand in my resignation letter at New York Life, and I never returned again. I
decide it's time to move out to California; I'm going to become an entrepreneur. I
move out to California and become this entrepreneur. I start up two businesses,
and two years later I'm sitting on my couch, I've got my face in my hands watching
my hundred thousand dollar Mercedes get repossessed.

Then, I was having this transformation, this shift. I was like, "I now know the truth
of life." There's a truth that I've realized that I can share with people. Maybe the
path they're going down isn't the way they should be going down. I started filling
out my blueprint, and I went out after that, and I met with my first client, and I
enrolled my first client. I made three thousand dollars at the time, and I got paid
for my life experience and my life lessons. If you've heard my story before, the
story goes on, and now I get paid $200,000 per consulting client.

I make multi-millions in my business, not only through one on one consulting, but
seminars. I've created an amazing online marketing company; I just did a launch
online and made $1.35 million dollars in sales. I'm a bestselling author now. That's
an extraordinary thing.
My whole life has changed, and I have this new belief in myself.

Notice what I did: I took you to the breakthrough moment of the story. I took you
through the search, through a moment of breakthrough that appeared to be a
breakthrough but was still the search (quitting my job and becoming an
entrepreneur), then I go deep inside, and I have this moment of transformation in
my life.

This moment of insight, of truth, that I am loved, I am good enough, becomes one
of the core parts of my message. This whole inner transformation is the
breakthrough. Then, from the inner transformation comes the reality of action.

My credibility that I share is not just how one dynamic of my life changed. It's on
all my different dynamics. My relationship changed, I found love. My family life
changed, I found peace with my family, connection with my family, I travel with
my family and we’re closer than we've ever been.

Create Your Own Story

1. What was my call into my story?

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2. What is my pit moment?
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3. What are my search moments?

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4. What is my breakthrough moment?
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5. What's my inner breakthrough?

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6. What’s my outer breakthrough?

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7. What are my extended credibility breakthroughs? (Not just for me individually,

but for my relationships, for my groups, for mankind, for the planet.)
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