[PART 2] The ONE Strategy to Level Up Your Communication Skills 5x

Hey {NAME}, This is Part 2 (of 3) of my little email series designed to show you how to become a Word Smithin’ Wizard so all of your content, copy, and communication will do what it’s meant to do: get your people to TAKE ACTION! If you didn’t finish my first email, you can review it here: [EMAIL- PART 1!]( And when you’re ready, let’s dive in! If you recall, In my first email, I promised to share with you the BIGGEST paradigm-shift I learned in 8 years of learning how to be a better Wielder of Words. THIS is what I attribute to 5Xing my company and taking it to over $10M in sales per year. So, what is it? Well, like I said, it ain’t something tactical. It’s not cookie-cutter. It’s not templates and “copy and paste.” It actually begins with a complete CONTEXT Shift. A Context Shift occurs when we CHANGE the way we see something. As the late Wayne Dyer said, “when you CHANGE the way you look at things... ...the things you look at CHANGE.” And you’ll quickly notice just how much actually does change after you CHANGE the way you see yourself and writing/word-smithing! I’ll explain this by sharing what the two BIG mistakes are that a lot of these gurus and experts are making (raise your hand if you’re doing the same). First... They are talking AT you. They have something to say, they give their advice, and they wait for you to be impressed. I call this Authority Hubris - the belief that just because you have the “microphone,” that means others should just listen and BELIEVE your every word... just because you said it. But here’s the tough question: the moment they hear you say something they don’t agree with... they don’t believe... what do you think happens? I’ll tell you what EXACTLY happens: they leave. Would you keep learning from someone you think is WRONG? No. So, that’s not good. BUT, I have the FIX. And it’s simple (but I promise, I will expand, so stay with me). But lemme share the other mistake I’m seeing: these “marketers” talk like... well, marketers. And... they get a lil’ too “market-y” in their marketing if ya know what I mean. Just about every sentence out of their mouth has been lubed up with snake oil. It’s all sizzle, no steak. At this point, your eye-roll is a knee-jerk reaction. The good news: there’s really no need to BE the “Sleazy Marketer” or the Over-Zealous Authority in order to get eyeballs, clicks, or sales. In fact, you’ve probably been hesitating to dive into growing your business BECAUSE you DON’T want to be either of those two things, but you didn’t think there was a third option. Well, there is. Your marketing, communication, and copy will FOREVER change when: You Become The ATTORNEY to your content. Ok, let me explain... As you can surmise, being an attorney is really one job: make a compelling argument. Make. The. Case. And when it comes to my fellow coaches and online experts, your Content, Your Perspectives, and Your Unique Intellectual Property are ALL on trial. When you MAKE THE CASE for all of your content, you can... “sway the jury” and WIN the case. There’s no need for hyped up, gimmicky marketing, no need for “showing up,” and there’s definitely no need for the overly emotional, flowery language, when you simply ASSUME the IDENTITY as the Attorney. I mean, think about it: if you’re a Thought Leader (and people PAY ATTENTION to Thought Leaders), how much more effective and persuasive will you be when you can create an AIRTIGHT argument for your content? When you can offer a new, unique perspective and BACK IT UP with evidence and logic. And imagine what will change when people start to say, “hey this makes a lot of sense!” “I’ve actually never thought of it this way!” How many more people will you help? ...Lives with you change? ...and yes dollars in your bank account when you can do all this EFFECTIVELY and ELEGANTLY? Well... How well have you noticed that that is EXACTLY what I’ve been doing here in these emails? Making the case for a new way of communicating and writing. And if you have noticed THAT, have you noticed that what I’ve been sharing is already starting to open a new way of looking at how you write and communicate? And it’s making sense, right? And while we’re asking questions, have you noticed how much of what I’m doing is just asking questions? ;-) And even if you don’t quite yet agree with this new way of doing things, for now, trust that the formula I’m about drop is what I’ve been using for YEARS now... and to keep everything in perspective: we generated over $12M in sales last year... and run $4-$6M/launches every single year. It’s working for me, it’s working for my clients, and I think it’s worth trying what I’m about to share: The WINNING ATTORNEY FRAMEWORK: Below is a small sample into a simple yet powerful framework for adopting and assuming the role of the WINNING ATTORNEY. Follow the steps below SLOWLY with real examples for your content, and see how you do! Step 1: Identify a specific outcome your ideal customer wants Step 2: Identify a MISTAKE or MISSTEP your ideal customer is taking which is causing them to not get what they want in Step 1 Step 3: Identify the misconception or erroneous belief DRIVING this mistake or misstep. Step 4: Discredit the Misconception or erroneous belief - Explain why it’s not effective - Prove why it's not effective with any type of data, evidence or logic - Point out the consequence for holding onto this misconception Step 5: Replace this Misconception with the “Right” Belief Step 6: MAKE THE CASE for this new “Right” Belief - Share the benefits - Prove why it is the effective way of thinking through data, evidence or logic. Practice this. MASTER this. And Use it EVERYWHERE. Here’s an example so you can see it in action: I’m going to take the misconception: “You have to work hard/hustle to be successful” And Replace it with: “Working less will make you more successful” Here we go: “Most entrepreneurs still prescribe to this old, outdated operating system of “you gotta hustle and work harder if you want to be successful.” As a result, these entrepreneurs are driven to burnout and failure as they work harder and longer for something that never really comes. And what’s worse, is in this pursuit for success, they end up sacrificing everything else that matters in their life... like their health, family, and hobbies. What’s successful about that? Now, if you’ve been operating this way yourself, it’s not your fault. It’s the medicine that most gurus prescribe. But here’s the question for you: if working harder makes you successful... how many people do you know who already work until their eyeballs bleed AREN’T SEEING ANY success at all?! Probably more than one, ya? But here’s what crazy about this: in 17 years of running an $8-Figure-per-year company, I’ve accrued a ton of experience, and worked with a TON Of other successful entrepreneurs, and the phenomenon is the same across the board: the LESS you do the MORE you MAKE. How can the EXACTY opposite be true?! I dunno, but today... I work less at this level than I EVER have, and I’ve never made more than RIGHT NOW! It does make sense if you think about it: to receive money, we exchange value. And your business also needs value and input in order to run. But have you ever noticed that some of the lowest-value activities in your business (customer support, tech, scheduling) take the MOST time? Well, the opposite is true as well: the HIGHEST VALUE activities in your business actually require the LEAST amount of time! So, if you are working all day and all night... you’re probably spending more time on activities that don’t actually make you money! And things that DO make you money, don’t actually take that much time! And you can work as long as you’d like, but if you’re working on things that don’t make you money... you ain’t never gonna make any!” ... Ok. End Scene. That is a real piece of content I have created, shared, and stand by 100%. And it’s a small, tiny example of how we can be far superior communicators, content creators, and influencers. And if you paid close attention to that bit I wrote, you can see I just made a case for my content. Hopefully I proved it. But... there are also some other things I did in that example that you may not have noticed. And that’s what I want to share with you in this third and final email in my series. It will really start to tie things together for you and put this into practice. So, you can try and guess what I’m gonna share... but make sure to keep an eye out in your business as I break down what else I did. Ok, that’s plenty for now, talk soon! -James Sent to: {EMAIL} [Unsubscribe]( Level Five Publishing LLC / Business By Design, 1785 W State Route 89A, Suite 3A, Sedona, AZ 86336, United States