 Have you ever seen a marketing message that says something like there are only two spots left to this program. I have seen that so many times in the past 13 years that I've been in this industry full time and the sad part is most the time when there's that kind of message to spots left to a program that that message is being sent to thousands of people. So, let's think about this, if there are two spots left. And there are thousands of people getting the invitation. How is everyone supposed to feel who cannot get one of those two spots. So, one of two things is happening. Okay, either. Marketer is lying and there are aren't actually only two spots left there are plenty of spots left but they're just using a trick to get you to buy. Okay, that's one possibility. Which is already is not it's not ethical and that number two is that there really are only two spots left, but they don't care how everyone else feels who can't get those two spots because they want the audience to feel the fear of missing out. FOMO. And why would the audience, why would they want the audience feeling that well, I think knowingly, or unknowingly, they want to control the audience. Okay, let me explain. When, when they do something where it's like, Oh, I, I have to take action on this. Because it's this product sounds so amazing the service this program is going to change my life save my life, whatever it is. And there's only two spots left. I have to act on this, otherwise I'll feel badly. And when the marketing has the has the dynamic of you buy this, or otherwise you feel badly. That is a mechanism of control. And it's basically eroding the audience members sovereignty, or free will, because the result of not doing what the marketing campaign is asking them to do is to feel badly to feel left out to feel like that was the only chance left, etc. What's what's sad to me and particularly is that a lot of heart based people fall into, well, two things they fall into being controlled in this kind of way. But secondly, they fall into using these tactics in their own marketing, because they don't know any better. And maybe you have done this yourself, I certainly have in the past. So we think that that's how that's how you're supposed to do it you're supposed to use persuasive and well FOMO, I'll just say it for your fear of missing out type of marketing. So that once people start working with you then you can be an ethical and heart based person. But the marketing is just supposed to be dirty and kind of evil and right. So marketing supposed to be that way, just kind of like have to do what you have to do it's kind of, it's, it's a means to an end it's not what none of us want to do marketing, but we have to do it so we just have to do it in a dirty and slightly evil kind of way. But then really we are good people we just have to do the unpalatable actions to get people to work with us and then we'll be ethical and abundant and compassionate and sensitive, etc. When we actually do the work with them. I, it's not necessary. And it's bad for the world, because the reality I always have to remind you this. Most of the people who are touched by your marketing will probably never work with you. Yeah. And in fact, the more successful your marketing is the larger percentage of people will never work with you. Why, because the more successful your marketing is the more people that reaches and the more people it reaches just the greater percentage of people who, for whatever reason are not the right fit for you timing. They move on later, whatever they just don't don't work with you. Only if your marketing is not successful is only seen by a few people. And if you're lucky, a few of those few people will work with you but the more your marketing, the more you do your marketing, the more you're changing the world. While only a small percentage of those naturally this is just statistics, what ended up working with you. So, what I'm always trying to do to remind you about authentic marketing is that you're creating karma. Okay, with every marketing action you're taking you're creating karma, and you're also improving or degrading your reputation. So when you do things like two spots left and it's being sent to thousands of people or whatever a lot of people. You just have to realize that people are starting to either lose their trust in you, because it's, it doesn't make sense when you send out that kind of message to thousands of people or even sometimes hundreds of people. George, how should you feel to spots left when there's real scarcity. How do we market that. So if there are two spots left what I don't I don't email to my list. I don't post it on social media. I individually email a couple of the people that have, maybe they have replied to my email newsletter or their, they've commented on my social media or maybe they've inquired in the past I specifically email a few people saying hey, there are only two spots left and you are one of the only people that I'm inviting to this please let me know in the next two days if possible so I can know whether to invite others I give the opportunity to others. You see, so it's a much. It's, it's therefore I'm not bothering or annoying the rest of my audience and this reminds me of. You've ever made popcorn, most of us have, whether it's on the stove or in the microwave, this is what happens right, you turn on the fire you turn on the microwave. And then it starts to heat up the bag, or the heat up the, the, the raw kernels. And then after a little while, you start getting popping popping popping popping and the popping gets faster. This is when the marketing starting to work. The popping, you know, the kernels become the popcorn and then you'll notice that the. It kind of slows down to just like a pop every second or two. And then if you keep the fire going. You will pop a few more, you'll get a few more sales, but then you're going to burn a lot of the other kernels, a lot of the ones that were already popped maybe become burned annoyed, but the ones that are not popped will become burned as well. You risk burning a lot more of the kernels then you pop at the very end. But this is what most marketing is going to teach you just keep on marketing marketing promoting promoting promoting even if you just get one more sale it's worth sending another email. It's worth, you know, doing another social media post. You're just burning kernels. I mean this is why most email lists are useless. I mean I've coached so many, you know, thousands of people by this point 13 years. I just noticed that a lot of people, they, they are, they're just not aware of these dynamics they learn from most marketers are also not aware of these dynamics and so they exhaust their email list too quickly. They burned the pot. Whereas I used to burn the pot I burned the pot before but then because I've been here for, like I said 13 years. I burned the pot for the first few years I didn't know any better. And then I started over in 2013 2014 and since then I have been very careful not to burn the pot. So you'll notice when I launch something. Are you on my if you're on my email list that particularly my launch list I would like to separate email this one is just my launches you'll notice in my launch list if you subscribe to it. You're only going to get two emails for each thing that I launch two emails. Most marketers send two emails, you know, a day, or a week, a week they send four or five emails for something they're launching. I said to a month, usually only two emails to launch something a month my other email that newsletter is just content and at the bottom of my content newsletters I'll mention something on the launching but they have to scroll all the way to the bottom to see what I'm selling next but I'll tell you this is why my audience is so much more a better relationship with me, much more responsive, because I have built a reputation of not burning the pot. And it's, and it's just because and you know what, here's the thing like, I feel like a lot of you who are watching this are even more sense like I feel like I'm pretty sensitive as a marketer right. And a lot of you are at least as sensitive if not more sensitive than me you're like emotionally tuned in to other people. But for some reason, I see a lot of you like when you start doing your marketing you like lose that sensitivity, because you're just following someone else's formula. And so, like popcorn, you're burning the pot too much. And so therefore, over time, your marketing doesn't get any easier it just keeps on getting really keeps on being really hard. So this. So if, by the way, if you do see a friend or a colleague or just someone you're subscribed to you're subscribed to their email list, and you see them burning the pot. You see them using fear of missing out kind of tactics or kind of controlling tactics. It's a really kind and thoughtful thing if you let them know, because otherwise they won't know they're going to keep burning the pot. Right. Like I said, it's like the popcorn or the popcorn could like tell you, hey, we're kind of burning down here you better turn turn off the fire. They're just marketers, they just keep the fire on until all the pot is burned and they got a couple more kernels. But then then the marketing just keeps getting harder over the years, whereas my marketing has gotten easier over the years, because of a better relationship with more people. So if you have someone you're subscribed to that's burning the pot. That's kind of annoying you in their marketing. Please let them know. You're doing them a favor. By the way, if I'm burning the pot ever please let me know. I have your opinion on it now I won't. Maybe I won't agree with your opinion on some some things but if I hear several people tell me that independently then of course I will be very, you know, be very, very open to it. So tell the person you're subscribed to who's burning the pot. I really appreciate your content and your and you know the services you promote otherwise I still I wouldn't still be subscribed. But there really is no need to use fear of missing out or other inauthentic marketing tactics, because if your offer is aligned with your audience and you explain it clearly. They're going to buy at their own best time. You know, appreciate your authenticity and your gentleness in your marketing, and you have a longer term relationship that leads to even more sales and easier marketing over time. In other words, you are asking them to motivate their audience based, not on fear, but on love on respect on compassion on a genuine sense of service. Graceful service. Because I like I said, I, whenever I talk to those of you who I get to talk to you are such a graceful, sensitive, compassionate, wholesome person. I look at marketing that's being done by not by you necessarily but by just a lot of people who are normally gracious, sensitive, compassionate people and it's just like I don't understand why that sensitivity hasn't translated into their marketing what's because of their follow. They, they've, they've taken their own authority and set it aside and said, Oh, dear marketing genius dear marketing expert. You must know better than me so you do the marketing your way. Well I serve my clients and my graceful sensitive compassionate way. No, because, first of all, it's that's what that's what inauthentic marketing means you're not aligned between your normal graceful sensitive self versus how you show up in your marketing. And the reason I think is because we believe if we follow the marketing experts scarcity based sort of burning the pot kind of advice. And that will satisfy our business needs and our personal fulfillment needs etc, not realizing that you keep doing that and your marketing keeps getting being hard and very difficult over time and it never gets any easier because you always you've always be always burning people and you always have to keep getting new people so you can burn them again and get new people burn them again. The way that I've been doing it and trying to teach it to you for all these years is, it's a long term strategies a long term view. And let me just say, George, I don't have that long I don't have time I have to get clients now. Well, get clients now not by burning your audience but by doing individual carrying outreach. I don't have clients now in the next three months, because most people when they do marketing they don't reach out one to one. They just send it out to their email list they send it out and put it on social media. Too many times. Right. But if you do individual carrying outreach with your normal grace gracious sense of self not making anyone by, but just letting them know this is available and that you're thinking of them, and that you'd love to really serve them that that's good for them and you just do that with graciously sensitively with enough people that you already know you you already have enough. This is the. This is what I keep trying to talk about in terms of selling and getting enough clients. You already know enough people to get you a full client load. You just aren't reaching out to them one to one in a thoughtful way may take you half an hour to write an email to someone thoughtfully. But what do you what else are you doing with your business all day. Right. I mean what else are you doing. I mean, you spend the. You spend the half hour writing a thoughtful email to a friend or a colleague, seeing if they know people who would need or appreciate your offer they can give you feedback on the offer. So you do that for an hour a day to people a day. So let's say you work five days that's 10 people individually outreach about your offer per week that's more individual outreach than most solar printers do in a month, you would do that in a week. Most of you don't even do any individual individual outreach period. So this is, you get full client load in the beginning by doing individual outreach, so that your mass marketing can be gentle, can be long term with a long term view, because, well, just like, you know, making the popcorn again. Once you turn on the fire, you got to wait for a while before it starts popping. And most of you. Maybe aren't don't realize you have to wait for a while or aren't willing to wait. So you'd like turn it on way high and it burns the popcorn before even really gets to the popping. Like you can't. Again, this is not the perfect analogy because I think you do have to put on high heat for a while or something anyway, but the idea again is you sustained low heat is much more of an audience builder than high heat until you burn the whole pot. And in the meantime, you do individual graceful sensitive outreach. Like I said, you just do two per day, you spend one hour on your marketing outreach per day, sending two emails, emails to two people. That's 10 people a week. And then you, you send the emails to 10 people a week and you probably know 150 200 people that you could send to 10 people a week that takes you 15 weeks. And then you could circle back around to those same 150 people by that point, maybe they've introduced you to other people and you've gotten more than 150 people at this point. So out of 150 people you email, you'll probably fill your client load or at least get closer to it. You know, get close to it. Think of marketing as a long term relationship building activity with a bunch of people at once, being careful not to burn the pot. And in your selling in your client, you're getting clients you individually email people to a day to a day to a day to a day until you fill your client. So I hope this is helpful. And of course, once you, once you fill your client load or emails people you can circle back around if you want to email those same people maybe every six months or so let's say it's not it's not too often. And then, after six or 12 months you're sustained low heat mass marketing of social media and you know email newsletter, starts to get you client inquiries just by itself without you having to do any more individual outreach. What happened to me that I started in 2014 with the strategy that I'm talking to you about. And I had a full client load in the first year when I started over, because I was doing individual outreach. And then my mass marketing outreach which I had to figure out I mean I'm teaching all the stuff that I learned myself and experimented. In 2014 2015 20 middle 2016 so took me two and a half years of gentle mass marketing with content like this, until I suddenly realized. Oh, I no longer had to do individual outreach all them were coming to me from my gentle marketing like this. So it took me two and a half years because I didn't know what I was doing was experimenting a lot now I can teach it to you and hopefully take you lesson two and a half years. But in the beginning you still just do your graceful individual outreach so I hope this is helpful. The key message is, well really the golden rule, you know you don't want to don't do unto others what you don't like being done unto you. And notice what you like being done unto you and do that also with others in a gentle sustained low heat way. So, I hope this helps and thanks for joining me for these always open to your comments and questions below.