In the presentation:
05:15 – Who is Ed?
08:57 – What Ed does
13:27 – Seeing what’s behind the scenes
15:12 – Successes Ed has sponsored
18:22 – What’s your language pattern?
19:09 – Winning Through Intimidation
20:18 – 2 things Ed has that most people don’t
21:43 – Are you seeking the quick and easy?
23:54 – How much do you expect from yourself?
25:18 – Ed’s personal journey to mastery
30:29 – The myth of the overnight success
32:48 – What skills should you develop?
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James: Our next guest is, there’s a few people who said, “Where do you know Ed from?” Well I bumped into him in a few places, but I realized that Kyle had been stalking him for a while. But I also met Ed at a military training camp that we can’t say too much about, but there were pistols, convoy driving, desert skirmishes involved. And this guy was rather entertaining, so we struck up a good friendship. Ed is an unusual man. I think we’ll just leave it at that. I would like you to really give a warm welcome, first time ever to Australia, to Ed O’Keefe. Come on up mate. Let’s do this.
Ed: All right. How are you doing?
Ed: All right. How are you doing? I’m still waiting on a few people from the outside to come in. They are so excited for this that they decided to stay out there for a little bit longer. I know right? I’ve got to tell you, James, are you in the room?
James: Yes, I’m here.
Ed: OK. You know I flew over here, I have 5 kids. I’ll tell you an interesting thing. You know Perry was on the stage the 3rd day, after being here for 3 days, it kind of reminds me a little bit, I’m having a little deja vu of the first time I had sex. Yeah. I’m a little nervous, I’m very excited, I wanted to get it right, all alone. No, it wasn’t true. It would be true if I said today was like having the first time having sex today, but that’s a lie as well.
So anyhow, we’re going to have fun. You know what, here’s how I look at this. I don’t know what James said about me. I don’t speak that much to like groups like this. This is what I got for you for the next 80 minutes together.
What the next hour holds
I decided to develop a talk that as if my kids, who you’re going to meet in a second virtually, if they were going into business or life, and I had to design in 78 minutes a talk that literally would change their life like no other, that was the principle they had to live by, and I only had that time frame. And I had to give them the best core level stuff that I am not philosophically telling you, I’m not theorizing, I’m not making any of this stuff up. This is what I know to be true that has worked. It has generated many, many, many, many millions of dollars. Would you like to know that?
Ed: All right. Because there’s a couple of things that we just got to get out of the way. First, my job is not to be funny but I am. I mean, this thing is going to be so funny and it’s not even planned, OK? Secondly, this could be some serious fun because the lessons are so serious but if you’re too serious, you’re missing the whole point.
Two, my job is to share my journey towards mastery. I’m not at mastery level, there’s none of that stuff. I’m just talking. I’m sharing with you my journey and my perceptions of life. You do not have to agree. I’m totally cool with that. My job is to give you what I think I know. And everything I think I know the opposite is also true. So don’t argue with me because I’m not arguing with you.
Number 3, you job is to close your thing. That means your iPads, your phones, your computers, and sit back and relax. How many of you have already had enough content? You don’t need more content to go make money. You’ve had the best stuff ever. So chill out, sit back, take a deep breath, only take notes when you’re like, “Oh my God, that is like a thing that will blow me away.” If it does not have that effect on you, don’t take a note on it. You’re not going to read them anyway. OK? So let’s get started.
Who is Ed?
Who am I? This is like my parent’s lake house. This is like the family I grew up in. 12 to 13 kids. This is like 1/8 of my family, my son Michael and Grace are on the front row. There’s Grace in the blue, she’s an awesomeness, there’s Michael. My wife’s in the back. This is before we had our last baby, Keegan. There’s my mom, June O’Keefe, living saint. Walks through this earth, unreal.
I started coaching volleyball, and this will come back full circle because the step that I’m telling you, I’m just so passionate about because it’s not about Internet marketing, it’s not about selling, it’s not about money, it’s not about anything. Hell yeah, we’ll apply to all things. This is about being better. Straight out, flat out, trying to be better.
I honest to God believe that happiness is having a vision and a belief that your future is going to be better than your past. Would you agree with that? So it’s the process. It’s not even like people are like, “How much money ….” I don’t even care about what you do. I want to know about who you are. And what you’re studying, and what you’re trying to accomplish, and what are you doing for the people around you.
You want to know about me? I’m trying to live at the highest level as possibly can as a person. I swear too much, got it. But besides that, so that I can raise confident kids who believe in themselves. If I do that stuff, that’s all I care about. I would stop like the week after Steve Jobs died, I told my wife, I don’t want people doing that crap for me because spiritually, no one cares. Secondly is, I’ll be gone. If I have kids that believe in themselves and everybody who I touch is a little bit better. That’s my game plan, all right?
I got into coaching, I loved coaching volleyball. And now I have kids. I had to give up coaching volleyball.
So here’s Grace Eileen. She’s my oldest. She’s 7, just turned it.
There’s my son Michael, he just turned 6, awesomeness.
Oh yeah, there he is. He’s like, “Dude, I’ll beat you up. You sissy.” I’m like, “Yeah” and all.
This is Reese O’Keefe, yeah Batman is kind of a fetish. She’ll be 4 in a few days, or I don’t know, a couple of weeks.
This is Keegan. No crap, sorry. Reese will be 5 in 2 weeks, Keegan will be 4 in like 2 and half months.
And this is our Juliet Kate. I couldn’t find a picture of Reese. But when Reese was like Juliet Kate’s age, and I see Juliet is on track to be that baby, and I’ll explain that in a second.
But I have like 40-something nieces and nephews. When we saw like little fat babies, we’d say, “Oh my God, that’s a fat baby.” When it’s your child and people come to your stroller and I don’t know why people actually do this, because it’s not sanitized, we’re not supposed to touch other people’s children. But what they do is they always have to go inside your noses, they always have to reach in and go, “Oh, let me see the baby!” And when Reese was Julia’s age, believe it or not, people would be like, “Oh. She’s so healthy.” That was like another word for chubby cheeks.
But this is my crew. This is us. This is like the favorite things in my life right here.
This is me taking them to school, you could tell they’re all matching.
Here’s my family. This is how we dress for Christmas. That’s my hot wife before we had baby number 5. We just get stuffed on. It’s amazing.
What Ed does
So what do I do? Everyone has asked me. Last night, we were having drinks and people were like, “Can I ask you what you do?” And it’s like, I’ve been here for 3 days and I haven’t spoken except introducing James. So I’m like, “I’m speaking tomorrow.” I’m so sick and tired of telling people what I do because I don’t really care what I do. It’s just like, “Hey, what do you do?”
I’ll tell you what I do. That’s me speaking at one of my conferences. We used to have seminars in the dental profession. So I have like a groom like this from the same size and they’re all dentists. And we taught them how to attract patients who are based on referral. By the way, they loved that. Hey, you can attract patients who pays, stays and refer. You can attract customers who stay, pay without… Good job, some people are making notes at it. That is actually, you can rip that off. I did. They’re doing it in chiropractics so I just did it in dentistry. That’s what you’re supposed to do and then get better.
But what people want is, you want to sell to a ton of locals. By the way, Kyle’s talk was fantastic. And by the way, isn’t everybody has just been unreal this week? Yeah, give them a round of applause. Yeah, get all excited there. Fireball in that valley, man.
But sometimes, guys don’t even know they need SEO services or website or stuff like that. But then, everybody wants more new customers that are higher quality. They love hearing that stuff. Even if you had no clue today on how to deliver that, “Hey, we can deliver higher quality. Are you sick and tired of dealing with price-driven customers, or patients, or whatever?” And they’re like, “Yeah.” They always say yes. Always say yes. “Would you like to have more higher profile come to your office?” “Absolutely.” “All right cool. Then we can do that.”
But I’ve been working in the dental market for 9 and a half years. I’ll explain that story in a little bit. I still have a few hundred members who pay me anywhere between $197 a month to $1500 a month. We just launched another program. And this is really good. I didn’t plan on teaching this much but we just launched another program.
You can go into the niche within the market. So we’re doing implant dentist sedation, dentistry whatever. You can charge a whole lot more. So we’re charging 4 grand upfront, and then like $16.97 a month. And I just have someone that just handles it. But I switched my paradigm a little bit. But we just do local search plus I give them ads that they run the newspapers and direct mail stuff, some ads, some follow up reports. It’s nothing more what they’re teaching but that’s what we’re doing.
This month, this is the Marine Miracle. That piece up there. That’s my direct mail piece. It’s a 20-page magalogue. We emailed 400,000 pieces this month, I will give you the numbers. We convert about 1.3% to 1.4% of them. You can do the math on yourself. The average sales is about $148 or $149 per sale; 20% of those people going continuity, I’ve $39.95 a month. You can do the math at how much we did this month and that was just offline, I spend my time online.
So am I an Internet marketer? Hell no! I’m an entrepreneur! And really, that’s when I started for the swear. But it’s like, so many of guys are like, “I’m an Internet marketer, blah blah blah.” It’s like the first time you had sex. You didn’t tell everybody you were horny. Right? “I’m not a virgin. I’m not a virgin.” You just go to the bar, pick up someone else. Or invite someone else to the party next time. Anyhow, we’ll talk about that in a few moments.
So this is my main focus. I spend about 90% of my time on this. We’re moving it online and we’re moving it international. This is awesome stuff dudes.
OK. So there’s my daughter Grace. OK. What do you see when you watch that? Pretty cool stuff. She’s up in the air. She’s up pretty high. All other stuff. I’d give all the answers, OK? But what you don’t see is this…
BOOM! That good-looking man throwing her in the air, right? That was me. But, here’s what I want to point out because this is what the talk is about today. What you see, when you start as the Internet marketer, what you see when you go look at guys that are like “Oh, I’m so cool. I make millions a year.” You see that. You don’t see this.
Seeing what’s behind the scenes
So what I want to do is take you behind the scenes, a little bit about myself. Now, what you have been seeing is behind the scenes of all the experts that obviously James, who’s a genius has assembled. So you’re starting to see the functions behind it. And what’s great about like this kind of environment, and it’s really the only reason I came out here was, couple of things about James, one is, he and I met in like the desert. We were alone, I was nervous, I wanted to get it right.
Anyhow, so him and I met, but the thing that was is that James has been not only the most authentic, most transparent, the most direct. He actually tests and measures everything he’s doing. So I’m actually, for the last 3 and a half years and I was doing the dental stuff, I was known as the dental guy, I wanted to go outside my market and learn how to create a business. So I went and studied everybody. When I’m talking about everybody, I mean like, if I thought he was unique and different, guys who were saying they make like 10 grand a day, 20 grand a day, 30 grand a day, I was like, “I can go do that and I can learn.”
And you know what I kept finding? Every time I open those doors? One disappointment after another after another. And so, meeting James, he gave me access to the super affiliate guide course that Andy had created, which if you don’t have it, you’ve got to get it. I mean, Andy is not only good looking, he’s extremely intelligent and his stuff is based on the stuff he really does. I devoured that course in one weekend. That day, I became an affiliate marketer and I kind of changed a little bit but that knowledge is just so priceless.
Making stuff happen
Let’s keep moving. This kid right here is JT Torres. Three and a half years ago, one of my mentors and good friends, Lloyd Irvin, who’s a world class martial arts combat player said, “Hey, I got this 19-year-old kid. He’s a blue belt. He’s going to be a world champion someday. Do you want to sponsor him?” I was like, “Yeah.” I started sponsoring him on a monthly basis, handing him a little bit of money, helping him get his food or whatever.
Now he’s a black belt, world champion brown belt, world champion purple belt, he’s done it in less than 3 years. His last 4, he’s been in the world tour and he’s lost, he’s finished, in the core fights, he hasn’t gone through them yet. Key languaging point, right? And he’s 20. He was 19 and now he’s 21 and a half.
Let me introduce you to somebody else. The girl in the white shirt is Caitlin Strimel. I coached her and one of the pictures I showed you. The other girl, 24, jumping up in the air, is a girl by the name of Katie Eberling. One of the most committed, wonderful and hardest working athletes I had ever coached. We finished 2nd in the country, that’s United States country. Do they even have volleyball on Australia?
Ed: All right. Yeah.
We would have won that. Hey man, I’m always rooting for you guys. Anyhow, so no one even gets that. It’s like a pig in a trough or something. It’s like a rat up a hole. It’s a like a dog like in its own….
So anyhow, Katie was a kid that went on to Western Michigan about a division 2 level school. Nothing phenomenal because she was too short, right?
Well this is Katie today. That’s her 6 months ago. She was invited by the US National Bobsled Team to come out to the trials just to see, because they saw her start, her push off. It was so awesome. Today, if you’ve read my Facebook, she was named one of the, I think 10 kids, or I don’t think there’s 10, I think there are 6 kids named to the US National Team that’s going to be travelling to Europe next month. This kid didn’t know anything about bobsledding 6 months ago.
So now, what you see is you, Oh I’ll turn this in for you bro, they are the d*bags, yeah. Who are these d*bags showing their cars and stuff, I’m like, “I’ve got to get these photos in.” All right.
So these are my fun toys. I had it on private. It’s not how it works. It’s phenomenal. This is our lake house. There’s a couple of toys like that. This is the crap you see.
What you don’t see is behind the scenes, the fact that every successful dude and dudette who are doing this right freaking grind it out man. They work and they love what they do. And they embrace that. And they go balls to the walls. And they just make stuff happen.
What’s your language pattern?
Like think about it this way, guys. I mean, I’m listening to some of your language patterns this week and they’re awful. Well I’m thinking about starting something, looking to go and possibly try and do, what the f*** are you thinking? Well, you know, I’m hoping to like, How’s your business going? “It’s going pretty good.” How many clients do you have? “Two.” OK. What are you working at? “I’m looking to automate the process…” “F*** that. Go get 30 customers. That’s what pays the bills. You’ll figure out the automation stuff after you’re making more money. “I’m trying to leverage myself.” Well, get some clients. I’m not joking. Like seriously.
Winning Through Intimidation
No, I mean seriously. Because you know, the thing was is that, are you all familiar with the book “Winning Through Intimidation?” or “Intimidation?” This dude Robert Ringer wrote this book in 1976 called “Winning Through Intimidation.” Got a lot of bad rep because it sounds like you’re trying to intimidate people when he actually wrote it because he told his story of how when he was some kind of broker for real estate, how everybody intimidated him. And he said, there’s a direct or there’s inverse correlation to the amount that you’re intimidated to the money you make.
So the more you’re intimidated, if you’re like, “Well, I’m not intimidated by anybody.” No, but you get ripped off left and right by vendors who just talk gibberish around you and you’re like, “What the hell are you talking about?” So you pay money. Or you listen to them because you feel stupid. Listen. I’ll tell you a little secret right now about overcoming stupidity because some of you, it’s incurable. Right? I mean, we’re not going to fix genetics. But you can fix how you handle this because trust me, I’m not the smartest dude, I mean like, we go to our masterminds, I really don’t feel I’m that smart.
2 tips to get more leads and better conversions
I’ll tell you a couple of things that I have that most people don’t, and I’m going to pass them on to you because they’re nothing genetic. The first thing is this, people start talking around about you. Or when I go get quotes or I go talk about, this is exactly what I say, “Hey, listen Alex, when it comes to this, I really don’t understand anything about it. You have to talk to me like basic 101. Here’s the rule.” If they can’t, f*** them.
No, I’m serious. If they are not good enough salesperson saying, Dude, you want more customers? “Yeah.” I could build a website, show you how to get traffic, you’re going to get more customers. Can I make it that simple? By the way, you should sell your way as well. I feel like, well, they’re in the selling system of how to do it but I’ll show you the coolest way I like to sell.
One is, walk around like you think like you have the answers and people give you money. That’s actually sort of true. The other thing is, if you’re going guts out trying to get customers, just a lot of leads start falling in your lap. You get lucky. And I hate all the motivational things of like, the harder I work, the luckier I get. No. The more freaking leads you get in your funnel, the more opportunity you have to get better conversions.
Are you seeking the quick and easy?
So leads plus average selling will do you better. So journey to discover things. So I went on this journey, I will tell you about, it’s quick and easy, let me talk about this, quick and easy. How many of you got the pitch? Quick and easy. How many of you believe this? People are like, “I’m not raising my hand ever around here.” Someone’s like beeper, pager, buzzer, all go after like, “I ain’t answering it.” “I ain’t answering it.” Quick and easy.
So the thing is this, let’s step back from the excitement for a second. From a pure spiritual perspective, and I don’t care what you believe. I’m on a journey to mastery, I’m at a place where I’m trying to do everything that is beyond where I’m currently at, I’m trying to become a better person, I’m trying to learn from better mentors, I’m striving to deliver more value in this world. I hope to be able to give that. Listen to that language pattern.
Man, I really love this thing because it’s quick and easy and I’m going to get some money and it’s going to be really cool. And it’s completely automated. Go to the beach. Pick up chicks. Let me do it without making fun of it. Yeah, I’m just kind of doing things like quicker and easier. I’m trying to do things more from a hands-off perspective so I don’t have to work that hard. I’m trying to do things so that I could work less and not have to deal with customers. I’m trying to build it so someday I could sell it. I agree with that comment, but there is a point.
Do you all know who Brian Tracy is? Brian Tracy and I were talking one day and he said, “You know that emyth stuff, that’s a bunch of bull****.” It’s not totally, but I’m telling you the story. But he said, it’s because every time you take a CEO who was a driver of it, and they’re the main sales revenue guy, and you pop him out, revenue goes down, right?
How much do you expect from yourself?
So, that doesn’t mean you can’t build it to sell it. But in this grind face where you’re getting it off the ground and you’re trying to push it to another 6 figures, like somebody’s like, “I’m doing 6 figures. Now, I’m going to leverage and outsource a lot of people.” No. Get to 7 figures. You haven’t even scratched the surface of your own ability yet at 6 figures. I’m not trying to make fun of it. I’m just trying to say, “Look, the idea is we can do better.”
Yeah, what the hell does that mean? It means that, “Look, you are not expecting more from yourself than you should be. Period.” And your income is in direct correlation to the people or the highest expectation in your peer group. So if you guys were like sitting in circles and saying, “I’ve got 6 clients, I’ve got 7 clients,” and you all feel good, you’re not thinking accurately.
You got 7 at this meeting, get 30 by the next time you’re in this room. No f**** excuses. Period. And don’t buy into this crap. Unsubscribe to anybody that’s not in this room. That wasn’t a shot idea by the way. I was trying to bring it deeper, you know what I mean? P.S. He’s not in this f***** room.
The personal journey to mastery
I’ll tell you a quick story. I’ll tell you about myself real quick. I got my degree in nursing and I was the first one to go away to college with my family. First 1 out of 13 kids actually. I went away in volleyball scholarship and I got my nursing degree and my parents were so proud. I came home and said I’m not going to nursing. That went over extraordinarily well. And during that time, look up and you’ll see like, “This is like the journey to mastery on a personal evolution point.” And I started learning what I would call Success 101.
I found a couple of audio programs: The Psychology of Winning by Denis Waitley, Lead the Field by Earl Nightingale, Chicken Soup For The Soul is really hot at that time, so I started reading those stories. And I was at junior-senior college, and I was like, everything changed. Like my whole perception shifted. Can you relate to that at all? And I was really fortunate to have that ridiculous awakening where I was 23, had no responsibilities, had credit cards, I just totally racked up back then with credit.
But besides that point, I used it to buy all these marketing craft. I was going to be a motivation speaker. And I went on this journey, so 23, 24, 2 years into my journey, I was struggling, broke, never depressed because I just never used that word in my language because I was studying all the stuff. I came across NLP and hypnosis and all this other stuff, and I went on this journey to be the best in the world at helping people. The problem with that was, so during that time, I was in like the warrior athlete phase, specialized knowledge, I was working and I started learning this.
So personally, I was learning skills that can transform me. But I had no idea how to monetize that. I didn’t know this stuff. And then I came across a couple of audio programs of a guy who’s no longer alive, Corey Rudl. And the lights went off, I heard angels sing, and I was like, “Oh my gosh, this is the path I’m going on, Internet marketing is it.”
I created my first program. I took what I knew, put it in a program, and I started coaching, I started selling it. The first website I had was called vitalsecrets.com, Simon probably owns it now, along with all the other ones I should have re-registered. My first year I only made ike $80,000, which for a guy who wasn’t making any money, that was a lot of money. But I wasn’t like making a lot of net profit. It wasn’t really easy.
And I’m going to tell you a story that I’ve never really shared openly because most guys don’t talk about this. I’m not afraid to talk about it but just most people don’t listen. When I was in this apartment, I had a ritual. Do you all know who Joe Polish is? Back then, Joe was one of the first guys to do like a tape of the month club. And I could afford $29.95 because I had a credit card that had actual cash on it. Every single month, I get these audio tapes from Joe.
And my ritual, I’m telling you this, I kid you not, my ritual is I would wake up in the morning, tap in the audio tape, put a Genius Network tape of the month on, and I would walk to Dunkin Donuts, just a few blocks away. Guys, I was the epitome of a guy who had a great degree, who should be making 60 grand a year; might I say 80 grand a year? That was gross. I’m talking about… I probably was just barely getting by.
I’m listening to these experts and every single day, I said, “I’m going to be this guy, I’m going to be on stage, I’m going to make this, I’m going to figure out a way.” And I would talk to myself. I don’t know why this worked but I talked to Oprah. No kidding. Because I don’t know, like you know how they say, visualize. I have a hard time visualizing without pretending like I’m either talking to somebody. So I talked to Oprah and what I would do is I would tell my story. Or I’d be on a stage sharing my story.
Those of you guys who are new here, you should be imagining being the next success story at the next FWF 4.07 digit–11. That was the part where I’m going to help him pitch it. I’m like, “Sign-up now. Special offer ends today.” Because you guys haven’t got pitched at all man. Just wait until I’m done today. James doesn’t even know what I got to sell.
The myth of the overnight success
So I did that. I went through that process. And it was constant. And it was never ending. And when you look back on something that happened 20 years ago, it’s so easy to be like, “Oh, they had an overnight success.” Those overnight successes of the person who’s grinding through it are minute-by-minute, hour-by-hour, day-by-day, trying to get by. If you feel like you’re there, it’s exactly where you’re supposed to be because you’re on the journey.
When you go back and you look at JT Torres or Katie Eberling and people go, “Wow, they’re so successful. These are world champions.” Yeah. But no one saw the 4 hours, 6 hours a day for 4 years that he put in.
Now let me get a little perceptual shift on you guys. Some of you have this thing where you feel confident in the things you do already that you know. Fair to say? Well, OK. Is it fair to say that there’s a few things in your life that you’re confident, right? And then when it comes to this stuff, because you’re looking to take it to the next level, you have doubts. Everybody does, everybody.
And the results of this thing is like well, when can I get up on stage and say the things that the people there are up here saying, then I’ll be able to do that. Or when I am making more money, then… You have to let that go.
Katie made it to the national team today. And you know what everyone’s going to say? She’s only been doing this for 6 months. Do you want to know what? That kid was working so hard at track and field, and volleyball at 14. She was becoming the person who was earning the right to have an opportunity. And when it showed up, that’s what happened. And that’s what we’re all at. You want to go to the next level? You have to become the person who deserves to be at the next level. Does that make sense?
So here’s like the little chart I made. It’s a journey to mastery. So what I noticed is that most people go through this phase. They start in Success 101, they go into like this Warrior Athlete phase. And what that means is not like fighting, that means you’re going through the grind. You’re with me on that?
What skills should you develop?
And then at some point, you start identifying the skill sets you need to develop. Big point. Try one thing worth writing down out of everything I say this whole talk is this, well you don’t have to write the whole phrase. What you have to do is think, what is the unique gift or skill set that I have that makes me so special that if I focused and improved it, would have the biggest difference in my monetary life; would make the biggest difference in my happiness, biggest difference in my money. And if you’re someone who hates selling, you’re like, “I’ve got to learn how to sell.” You’re thinking wrong.
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