In the presentation:
02:12 – The burrito thief
03:55 – What to expect from this presentation
04:51 – 3 reasons for creating content
06:18 – The old way of marketing, selling and delivery
08:07 – The new way – and why it’s better
10:05 – Problems when creating content
12:41 – The Wuxi Finger Hold
13:50 – What’s hard about creating content?
18:58 – 5 keys to creating content
23:53 – What frameworks are really good for
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James: I’m really excited about this last session because we’re really going to unearth some frameworks, and that’s really the theme for this event. You just got a framework by the way. I’ve had to actually work out what things you should be doing and what things you shouldn’t be doing in case you didn’t know. That was a framework.
When I was re-engaging frameworks, I looked at what we were doing in the car industry and brought them across to my business. In the last year or so, I’ve observed Taki using framework when we’re at conferences together. I asked him about it. I knew where some of the ideas came from, combined it with a few other things. That’s how you ended up with this format and the two that you’ll get tomorrow.
So Taki really understands this well. So well that I wanted him to come here and share some of his best frameworks, and they should line up with some of the activities that you need to do that you’ve learned to do today and that you know what to do. My podcasting partner from SalesMarketingProfit, the burrito thief according to Ed Dale, and amateur surfer, come one up Taki. Big hand for Taki. Have fun mate!
Taki: Thank you!
Dude, not only did you mention that I stole his burrito, but he’s sitting right here in front of me. He wants his burrito. So let’s just tell the story because it’s important. We’re in Phoenix, Arizona, went out for dinner after one of Joel and Dane’s things, sitting down, eating Mexican. Food comes up, and the food looked great and I had a bit of this, and I ate a bit of that, and a bit of this, and then Ed goes, “Where’s my burrito?” And I said, “Oh, isn’t that sharing?” And then he goes, “Mexicans don’t share.” I don’t know why the Mexican suddenly sounded like a German, but he just did, but that’s the deal. So I kindly got Ed a smoothie right now to kind of repay my karmic debt because every morning I wake up terrified of going to hell because I stole Ed’s burritos 4 years ago.
Ed: I hardly ever bring it up.
Taki: Yeah, hardly ever, except every time we talk on social media. And he says, “I don’t want the burrito back. I’ve got this one over you for life.” It’s terrible.
So, hey, super fun to be here. This is going to be fun. I’m going to need your help. I’m going to put this down a bunch of times or in my pocket, I’m going to forget where it is. So if you ever see me put this down, if I do this, just point to where I put it down last. Is that OK? Is that OK?
Taki: Cool. Last quick thing before we get started, I reckon there’s 2 ways to teach, 2 ways to learn. How many ways?
Taki: Two. There’s the old way and the?
Audience: New way.
Taki: Yeah. The old way goes like this, the guy stands in front of the room, does a lot of? [doing hand signal]
Taki: Does a lot of? Talking. You try to? [hand signal]
Taki: But it gets a bit?
Taki: And you fall?
Taki: Right. Dude, this is the last session, you’ve been learning a stack. You’ve been sitting on your butts all day. I know that the mind can only take in what the butt can endure. So let’s make this a little bit more like a two-way dialogue than a one-way information dump. Is that cool? Is that all right?
What is framework?
Taki: Great. All right. So let’s do this. James asked me to come and talk about frameworks. A framework is a mental shortcut. If you’re kind of taking notes, that’s probably the first thing to write down. A framework is a mental shortcut.
And so where do you need frameworks? You kind of need them probably everywhere, but the place where they come in most handy for me is creating content. So I’ve got a quick question, where in your business do you need to create content the most? What styles of content? Who here writes blog articles? Cool. Does anyone have to send promo emails? Great. Who podcasts? Fantastic. Ed’s got his hand up for everything. Who never lets me off the hook on social media for stealing his burrito? Thank you!
Why create content?
So I want to give you 9 content shortcuts. 9 quick shortcuts for creating content that kicks a** in no time at all. That’s kind of our goal. So if you’re writing notes, kick a**, no time at all. That’s kind of our goal. Just before I do that, I was looking at my business about a year ago, and I realized that I make content really in 3 main places. I create content to attract. What’s the first word?
Taki: Yeah, to attract. To get people to kind of come to my website, pop in their details and connect, right? I create content to convert. Webinars, sales videos, even one-on-one strategy sessions need a system for doing that sort of thing. Are you following me so far? Yeah. And then I need content to deliver.
I don’t know what your business is, but my business has a lot of content to deliver because I’m a coach, and my job is to teach people stuff and have them apply it. Good so far? So just think about how most people do this stuff? Now, you guys are the smart crabs, so if some of these do not apply to you, it’s because it’s for everybody else out there who’s too dumb to be here. Is that cool?
By the way, I was here last year James, and I was blown away by the quality of speakers. I’ve been completely wrapped with today. I’ve learned stacks from every single speaker. I’ve got a bunch of notes, not just notes but action items. I know it’s hard to get people to fly from around the world to get here, both in the audience and speakers. I just want to say thanks dude, you’ve done it. Freakin’ awesome job.
The old way
So, to attract. How do most people do it? Most people don’t have marketing systems in place. So when they attract, it’s manual. What’s the word?
Taki: Yeah. You know, old school. They knock on doors, or they cold call, or they network and collect cards and they follow up. There’s this whole bunch of chasing involved. It’s sucky, right?
When it comes to converting, most people sell “onesy-twosy,” if that’s a word. Onesy-twosy, you know, like you get on the phone with a prospect and you’re trying to sell this stuff or meet them face-to-face. There’s a bunch of time involved.
And then when they deliver, especially when they’re delivering services or consulting coaching; when they deliver, it’s time for money. Cool? So I want you to have a quick chat with your neighbor, these 3 activities: manual marketing, onesy-twosy selling and time for money delivery, what do they all have in common? I’m going to give you 30 seconds. Play us a bit of a song if you could at the back, it would be great. 30 seconds, what do those 3 things have in common? Ready, set, go. And stop. All right. Shoot up the hand. Let’s get 5 or 6 answers real quick. What do they all have in common?
Taki: You have to be superman, yes. What else?
Taki: They’re not leveraged.
Taki: Time, yes.
Taki: They’re not scalable. What’s that?
Taki: Sales. Probably not. Actually, maybe. It doesn’t make sense to me, but if it makes sense for you, then I’m all for it. That’s all I’m saying. I love that. That’s awesome. So think about this. There are really 2 fuels. If you think about manual marketing, selling one-on-one and delivering time for money, there’s kind of 2 fuels that make that happen. There’s your time and your effort. What we know about time and effort is you run out of both pretty quick. So that’s the old way if you like.
The new way
The new way is a little bit different, and I guess what we’re all here to learn about how to do is instead of doing manual marketing, how do we automate it? Instead of selling one-on-one, how do we sell one-to-many?
Taki: Perfect. Webinars, good. Videos, seminars, exactly. And then when it comes to delivery, instead of delivering time for money, how do we deliver our stuff in a leveraged kind of scalable way? That’s leverage.
So if the fuel for this black group is time and effort, what’s the fuel for the blue on the outside? I want you to have a quick chat with your neighbor again. 30 seconds. What are the inputs to make automated marketing happen; selling one-to-many happen and leveraged delivery? Have a quick chat. 30 seconds, and I’ll check-in in a sec. And stop. All right, what have we got? If it’s time and effort the old way, what’s the new way built on?
Taki: Systems and?
Taki: Technology. Frameworks. Good. What else?
Taki: Team, potentially. Think about this: to automate your marketing, you need 2 things. You need a system that’s going to automate the thing, but you need something to say, right?
Taki: Content. To sell to a group, you need a system for getting people to show up and deliver stuff, and then you need a content to teach them. True or true? Right. To deliver your stuff in a leveraged way, you need a system to deliver it to a group, and then you need a content for something to say. There’s heaps of experts here who are going to talk about the mechanics, the tactics, the “how to generate the leads,” the “how to automate,” the Jakes, and the Keiths and the gang.
So let’s just spend 40 minutes and 20 seconds on how to make killer content without really trying. Is that cool? Actually? Because we could talk about something else, but I’d love to share. No seriously, we got 40 minutes. I’d love to talk about this because I’m a little bit nuts about it, but if it’s not helpful, we’ll do something else. Is it good?
Taki: Let’s do it.
Problems with content creation
So here’s the problem, when it comes to creating content, most people find it really slow. Would you agree?
Taki: There’s nothing worse than sitting down in front of a blank computer screen or a blank page, you’re going “Great. I’ve got to write that article Oh crap.” Right? It’s slow.
Number 2, it’s hard. Who’s ever written something, and it sucks so you deleted that stuff and you start fresh? And then you write it, and then it sucks so you start fresh. If you’re old school, you’re like me, on a pen and paper, you’re like, “That sucks. That sucks.” The way I create my workshops is I went to Office Works and I’ve got this roll of brown paper like a scroll. Like I’ve gone to Biblical times apparently because I do my 2-day workshops and literally, at the standup desk, the roll’s down there and I just write, and I draw, and I pull, and I write, and I pull. My last workshop took me 37 meters to build. It’s really hard work. You get it wrong, you have to start fresh. It’s kind of frustrating and annoying, right?
So not only is it slow for many of us, it’s hard work for a bunch of us. And then when we do it, it kind of comes out OK.
Does this feel right? At least partly for some of you? Yeah.
And that’s just super frustrating, and we don’t want that to happen. So if we get this right, the reason I’m doing this talk right now is so that we can flip those 3 or 4 core problems. Instead of being slow, we can do it in a snap.
Partly, because I like to leave things to the last minute; and partly because the whole topic of today is about how to create content fast. I created this content this morning in the first session. During yours.
Taki: I must admit, I looked up at the nipple flash. At the 50-second mark. So I reckon I got everything I needed. So I had it outlined. What I didn’t have was slides. Bam, bam, bam, bam, put together, it’s going to be good.
So number 1, instead of it being slow, we can do it really fast.
Number 2, instead of it being really hard and kind of like, who was it that said “Writing is easy. I just kind of sit at my typewriter, slit my wrists and bleed under the page?” Instead of it being hard, let’s just make this thing easy. Right? Right!
And instead of having like an OK, let’s get a little knowledge that’s in your head, pop it out, package it up super good, so it’s worth the IP.
Making big things happen
I’ve got this. One of my favorite kid’s movies, I’ve got 6 kids, it’s nuts. One of the reasons I’m good at hacking content and making it happen fast is because my home life is bananas, so we just got to make things happen really quick. Kung Fu Panda, there’s this great scene at the end, Po the panda is against I think it’s Tai Lung, the evil cat warrior thing. And they get locked into this crazy battle. I might borrow you, if that’s cool man. Just stay right there, it’s totally cool. Just give us your hand. They got locked in this battle and at the end, they look in each other eye-to-eye, and Po just kind of lifts up his little finger like that, and Tai Lung knows that there’s this move called the Wuxi Finger.
And apparently, it’s the biggest secret in ancient Kung Fu, like nobody’s ever going to learn this. He goes, “How did you learn this? Who taught you that?” He goes, “I figured that myself. The hardest part is cleaning up afterwards.” Which is a really good threat. And then he just goes, “Skidoosh!” And then, boom, the guy dies, and he just saves the universe. Who’s that? If everybody can just please raise up your little pinky finger. All I’m talking about here is how do we do that minimum effort, the *bump*, right? And how big things happen. Just do me a favor, finger up, skidoosh!
Taki: That’s our job. Cool? This whole conference is about learning the little skidooshes that we can use to make big things happen without really trying. So what I want to know from you is this: I want you to grab a piece of paper in your notes, I’m going to play a quick song, and then I’ll give you 20 seconds. Write down 3 things. What’s the hardest part for you about creating content? Ready, set, go. 3 things.
What’s the hardest part for you? If you get stuck, copy from the person next to you, it’s not stealing, it’s collaboration. Big companies do R&D, we still do. We just call it rip off and duplicate, that’s OK. All right. And stop. Look this way. What have you got? What’s on your list? What’s hard about creating content for you? Shoot up your hand, I’ll point to you. We’ll call them out. We’ll come up with a big list. Yeah.
Taki: Is it about consistency of publishing or consistency like staying on track, staying on focus on one message?
Taki: Yeah. Staying on message so you’re not saying this here, and that there. So I’m like a nuclear physicist, I’ve got a lawn mowing business, and I’ve got this great vitamins. Yeah, that’s not good, we shouldn’t do that. Thank you. Yeah.
Taki: Yeah. Who’s ever created a first draft that you just look at it and go, “This is rubbish, and it’s going to need a whole bunch of cleaning up.” OK, cool. I reckon, the problem, if I might be so bold, is that you’re not using a framework, because if you use a framework, it comes out super workable, perfectly good enough on round 1. So if we can just kind of skip the whole edit a million times phase and just get it killer from day one, I think we’re going to be great. Thank you! What else? Yeah.
Taki: Not thinking straight. OK. That sounds like a clear issue. You can either think straight because you’re going to force yourself to, or think straight because you just got little boxes to tick. The problem with like looking in a blank screen and figuring out what to say is because there are no constraints. You can talk about anything until you wander all over the place. Did you like that? I just did a little [action], I don’t know where I came from. That is my gift to you, sir. Hope it was great. Yeah.
Taki: Yeah, how to keep it fresh, unique and interesting. How to say the same thing differently. It’s really important. Thank you. Awesome. Yeah.
Taki: Having a structure so things come out looking kind of half-smart. I think half-smart is probably good enough for, it’s certainly good enough for me, right? It’s done right. Beautiful. So that’s kind of our job.
If I could summarize all those things, I’d say here’s the biggest problem you’ve got right now when it comes to creating your content, there’s just way too much friction in the process.
Would you agree? Right. So if friction is the problem, lube is the answer.
If you’ll let that sit there for a bit, and let the creepiness just gradually rise.
All right. So here’s what I want to know. I’m going to give you 20 seconds. Do this really quick on a piece of paper, I want to know what are 3 pieces of content you need to create, and I’ll see if I’ve got a framework for them.
I’m going to share as many as I can. I want to give you 9 in the time that we’ve got left. Cool? Play a quick song, if you could.
What are 3 kinds of content? Like do you need to write a blog, do you need to send a promo email, do you have to write a webinar, structure a talk, do you need a sales process for onboarding new people, do you want to create or do weekly video blog like James does, do you want to record a podcast, capture case studies? What are the things in your world that you need right now? All right. I’m going to do my best to capture this. Dan, thank you so much. What have we got? Call them out.
OK. Like a talk. A talk to sell or a talk to teach? OK. Talk-sell, talk-teach, very different, right? The framework or the structure is different. Great. What else? A podcast. Case study. Who’s listened to SalesMarketingProfit? Right, that’s a case study structure. And the reason we did case studies is because it allows us to teach great stuff and look like legends. And so there’s a framework. Every episode follows the exact same structure.
Here’s what you need to know about frameworks. The structure is the same, the content is different. It feels new and fresh every time, but it just gives you confidence that you’re doing it right.
What else do we need? Emails, like a primar, right? What else? Sales page. Awesome. What else? Just one second, what was that? A post. Great. What else? Newsletter. Someone here is saying something that I can’t quite get. What was that? Product description. Thank you. So there’s a whole bunch of these pieces. Yeah. After sales, like how to welcome and usher a new, yeah, awesome, onboarding.
So there’s a whole bunch of pieces we want to create. So what I want to do right now, I just want to give you 5 keys, and then I’m going to show you a bunch of, hopefully if we can get through them, 9 great content frameworks. So 5 keys.
1 – Build a 30-second mind
Number 1, build a 30-second mind. What the hell does that mean? Does anyone here ever heard of Warren Buffett? Great. Warren Buffett is this famous dude. One of the richest guys on the planet, and he’s got a guy who is his right-hand man. Who know his name? Charlie Munger, right. Charlie Munger is his right-hand guy, he’s not nearly as famous, but he’s incredibly smart. And Warren Buffett, when he was asked, “Tell me a little bit about Charlie.” Warren Buffett said this, “Charlie Munger has the best 30-second mind than anyone in the planet.” What does that mean?
He explained it. He said, “When somebody comes to Charlie and starts to explain his problem, by the time the guy’s 30 seconds into explaining his problem, Charlie has done this: listened enough, he’s got 97 mental frameworks.” What’s the word?
Audience: Mental frameworks.
Taki: Yeah. 97 frameworks in his head for different situations. He’s listened for 30 seconds. In the 30 seconds, he’s got just enough, figured out which one of the 97 frameworks to use, pulled it out, applied it to this guy, and comes back with the answer before the guy even finishes his problem. He’s got a 30-second mind.
That’s what you want. Anytime you want to write a blog post, or create a podcast, or a video, or whatever, if you’ve got a 30-second mind, you don’t have to go, “How should I start? What’s my structure?” Well just go, great. It’s a podcast. Whoop, pull that podcast thing, 3 little boxes, boom boom boom, and I’m done. Does that make sense?
What kind of an advantage would that give you? Speed. It’s not about perfection. Please don’t try to be perfect. Try to be prolific with this stuff. I look at some of my stuff, “Oh that was a bit average but it was out there.” Number 1, build a 30-second mind.
2 – Framework before work
Number 2, framework before work. Anytime you’re going to have to do it more than once. Like for example twice. Anytime you’re going to have to do it more than once, build a framework for it. So for example, last week I launched a new program called Black Belt Bordering; it was a handpicked invitation-only group of my best clients. And so I sent some messages, two Facebook messages to the 18 dudes who I thought would be great for it. Of those, 16 had said yes and joined. So this week, I had to do my kickoff call with each of my new clients. Guess what? I’ve never had this program before, and I’ve never done a kickoff call like this with these dudes before. I’m going to have to do it more than once, so what do I need first?
Taki: A framework. So what do I do? What sort of things would I like to do? What would I like to know? I just made a list. I want to know where they’re at; I want to know what they need. If we’re going to work together, I’d love to know what their goals are, I want to know the low-hanging fruit; the easy money opportunities are.
What else do I what I want to know? Well I need them to know our format, like how it’s going to work, and I want them to know how to be ready, and then I probably want to go, “Hey, have you got any questions?” Bam! There’s my framework. Turned that into a little worksheet, took me 12 seconds with a Sharpie marker, and now every time I sit down on the call, I just draw my little boxes, and I can do the call and it’s killer every time. The content’s different but the context is really tight. Is that clear? So if you’re going to work, build a framework because it’s going to be heaps easier. Good?
3 – Map the shortcut
Number 3, map the shortcut. I just kind of talked about this. If framework before work is “hey, we’re going to need a framework for this, I’m going to do it more than once, let’s build a little system,”’ what’s the next step? Well then, let’s map out the shortcut. Let’s actually document it down. Let’s draw the little boxes. Because what do you build? You build assets. This framework obviously, when I presented, it doesn’t look like a mind map. When I dumped it, it’s a mind map and then it turned into a really nice looking kind of worksheet with 6 boxes, and a name, and a logo, and all that sort of stuff. Now it’s got an asset that I can use in my business.
So what can I do with it? Number 1, you can use it. Please write that down, it’s deep. What do you do with the framework? How do you leverage the asset? Number 1, you use it. Number 2, you train it. You give it to your team. Get them to use it. Because next time I do this, guess who’s going to be doing the call? It’s probably not me, somebody else. But now there’s a system.
Number 3, what do you do? Well you can sell it. Yeah, it’s killer. Remember before, it was like, “Yeah, yeah. And we used this triage call script off the podcast.” Dude, that’s a framework. Yeah. Cool. So, we use it, we teach it, we sell it. You good? It’s IP. It’s an asset that you can use and reuse. So you want to map it out so as document it so somebody else can do it.
4 – Win first, fight later
Number 4, this is a big idea about frameworks, right? We’re going conceptional, we’re getting super practical in just one sec. The ancient samurai has this book, it’s called “The Way of the Samurai” in English. I think in Japanese it’s sakugara, or that could be a Japanese beer, I’m not really sure. Whatever it’s called, it basically says that ancient samurai laws can be summarized into 2 words: win first, or win beforehand.
What does that mean? Well you can either get in the battle and freak out not knowing what to do, or we can have the battle won before we even draw a sword. That’s what frameworks are really good for. I know, without a shadow of a doubt that every video I do, and every email I send, all my stuff is going to be of a level. It’s not going to be world’s best, but it’s certainly going to be up there world-class before I even utter a word because I’ve won beforehand. Now, I just kind of have to show up and deliver the stuff. Cool?
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