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So if you're broke or you don't know what business to start by the end of this video,

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you will know what business to start, who you're going to serve, how you're going to serve them,

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and the exact message to send to get your first five customers. I'm a co-owner of School.com

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where we help tens of thousands of new people every single month start their first business online

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and right now one out of two people who start a paid community on school make their first dollar.

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One out of two. This process I'm going to show you works. And by the way you can start on School.com

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All right. So there's five parts of this framework and then two bonuses. One is that's

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advanced and one that'll give you next steps on what to do with this so you can make your first

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dollar. So it starts with the what, which is what is your business actually going to be about.

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And so I use something called the three piece framework. All right. So you can write this down,

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the three piece. And that's because almost all businesses get born of one of these three

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and the first is pain. So it's something that you went through personally and had to overcome.

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So a friend of mine has a wife while they're married and they have nine kids. And so

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in her going through this process she was like well what would it work for me? And I'm like well

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you have nine kids. So I'll bet you that you just making lunch for nine kids every day is probably

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a process. She's like oh yeah. I have this whole thing that I do. So I organize this so everybody has

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their own bags and they all know who it is. And then I can do it in a time that's cheap for me

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and gets them all the food that you know all the protein and all the other stuff. And she's like I

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have a system around that. And I was like that is the beginning of the business. The second is your

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profession. Meaning what you do for a day job or what you've done in the past. I've recently made a

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video about a lady who quit her job as a registered dietitian at a hospital and then started

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teaching other registered dietitians how to build insurance. And the reason that she learned how

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to do that was at the hospital. She had to work six days a week and work 12 plus hours per day

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as an RD. And so she learned one day a week that she could build her personal clients on the side.

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And so she had to figure out this really complex billing system and how to do it really quickly.

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And so she took something that she learned from her profession and made a business around something

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really really narrow. And so a lot of people think that it's got to be this big crazy thing.

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If you solve one very specific problem for somebody that is a business. And you might think oh well

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how am I going to get a huge following from all that. This particular individual has 5800 people

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who follow on Instagram and she takes home almost a million dollars a year in income. And so if

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you're an accountant or you do HR or you edit videos or you do whatever. Like every single

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job that exists in a business means that fundamentally people exchange money for the skill you have.

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And so any professional skill that you do in a business you can do as a consultant or as an

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independent contractor or teaching other people in that profession. There's lots of tree branches

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that come off of that. But this is the second big category that businesses are born from.

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The third bucket of peas is passion. These are the things that you're always interested in. These

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are the articles you read. These are the YouTube videos you watch. These are the podcasts that you

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listen to in your spare time. It's the stuff that you're just inherently interested in.

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That you like can't get enough of. And so for me personally I was somebody who was

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into fitness. It was what I was reading. I was reading Teenation which none of you guys have

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even heard of. But it was this blog online that had all of the lifters in there and all these

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trainers and coaches that were talking about stuff. And every night I would eat my meal and I would

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read whatever the new Teenation articles were. And I did that every single night. And that's what

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my passion was. And when I went to work the guys that I worked with are like dude if you don't start

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a gym like I will they like they offered to front me the money to start the gym because I was so

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obsessed with fitness at the time. And so if you're like okay well I overcame food allergies or

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I am an accountant or I'm into painting model cars got it. But how am I going to turn that into a

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business? Don't worry that's what I'm covering in step five. So let me break this belief for you

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really quickly that you need to get the perfect pick on the first try. The reason this isn't

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accurate is that it assumes that you with zero context having not talked to customers and

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gotten zero feedback or are going to pick it right. The reality of it is that picking anything

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is the first step because that begins the iteration process of feedback so that you can get it right.

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So the five step process I'm going to walk you through is going to get you to your best bad idea

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as fast as possible. And the reason we say best bad idea is that we want to get it out there so

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that we can make it less wrong over time. And if you keep making a bad idea less wrong eventually

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it becomes a good idea and then people say how did you pick that right on the first shot and you

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will smile and know that that's not actually how it worked. So great if you have your first p you

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say I know what pain it is or what profession or what passion now we move on to step two which is

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the who. So who are you going to do this what for? There's three categories that the who's

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are going to fit into. The first is people like you the second is people that you have helped before

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and that can be for money or not for money but I'm assuming you're watching this video that you

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haven't helped them for money you just did it as a favor which I'll tell you my story about that

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in a second. And the third is people who you think are underserved. Now this is probably the more

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formal way that people look at markets that are growing that do you think there's an emerging trend

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it's people that have this huge demand and are underserved this is probably the most formal way

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of doing it but most businesses that come from I would say the heart or the mind come from one

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of these two things. It's I went through this thing and then I took a long time to figure it out

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and now that I have figured it out I want to help other people who are like me figured out. Sarah

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Blakely was like man none of these underwear like you know hide the hide the bad and show the good

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and so then she created spanks and then spanks went on to sell for a billion dollars to blacks and

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I think earlier last year and so you can absolutely build a massive business just trying to solve a

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very personal problem to yourself differently. Zuck started in his dorm room to make some sort of

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platform for horny college kids that eventually would become Facebook or for me specifically the

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reason I made my first dollar the first actual dollar that I ever made was there was a lady at the

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gym and she said she came to me and said hey can you help me with my food and it was just because I

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looked in shape and I was like sure and like I didn't know her super well and so we met at a pizza

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shop ironically and she and so she asked me to talk to her about her food and so I just asked her

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what she was buying for her groceries and gave her a couple you know recipes that I did that

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increase her protein intake and at the end of me sitting at that pizza parlor with her for like an

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hour and a half she just took out her purse and wrote on a check a hundred dollars and she handed

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it to me I didn't sell her I didn't say a price she just handed me a hundred dollars for the

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amount of help that I'd given her and it was really weird because we walked out of the pizza parlor

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and then she got in her car and I like opened up the check again and I was like holy shit I could get

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paid to do this and it was this huge moment for me and forever always grateful Sandy Smith so once

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you figured out whether it's someone like you someone you've helped before or an underserved market

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you pick one of these three things and then you plug them into this which is a call out and so the

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call out describes the person back to them this can be important for what we use in one of the

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later parts of this that's why if I had to pick one for you I would have it be this one because

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you already know what it's like to have the pains of this person you're usually in the demographic

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you have you're in the age group and so you probably know a lot of the aspirations and dreams

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that they do rather than have you do the research so this is the quick and dirty way and many many

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many businesses are started this way and in my opinion this tends to make mercenaries this tends

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to make missionaries and so what I mean by that is people who start purely based on analyzing

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markets and trends and things like that they're like they're in it for the money they don't really

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care about the product or even the customer but if you're helping people like you overcome something

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that you overcame before you know their pain and you will care that much more to deliver an

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exceptional product and improve their experience over time and I think this is what keeps you in it

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for the long call and when you look at some of the biggest companies out there in the world many

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of them started with a founder and a garage with some problem that they hated and then tried

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to fix so let me draw this on a new page to give you a really clear idea of why this next part

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is important if you're just like people like me that's not descriptive enough to get really clear

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on the avatar and so I think about it as having five kind of frames that I think through to narrow

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down my avatar I've got the age gender profession like before because if you are going to use profession

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then you might as well say it got their problems or their pains and then we've got their interests

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or passions and you'll notice these are more or less the three piece from before okay and so what

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we do is you want to pick three and so let me give you an example so if I'm looking for a 35

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year old man to it's not narrow enough right or if I just said 35 year olds not narrow enough 35

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year old men who were accountants now I can get even narrower by adding more but you have to have

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at least three you want to do three or more so 35 year old male accountants who are bored at their

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jobs right great well that's a pretty clear avatar if I say that and there's a room full of 35

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year old male accountants who are bored at their jobs and that was in the other room that other room

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should light you up so think about it this way from visual perspective if you could fill a room

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with just a certain type of person that you get excited to go in there and help them what is that

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room of people look like what are they interested in what are the problems they're suffering from

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what's their job now you could do the same thing and not have the profession but I'll give you

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an example so if I said 35 year old or 45 year old women who are struggling to move up in the

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workplace okay that's at least three get the idea so you just want to get narrow enough that they

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know you're talking to them let me break a second belief for you that if you get really narrow it

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means you're not going to be able to make as much money because you know as many people to sell to

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the other part of that is the more specific you get the more you can charge so let me tell you

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something that might blow your mind so if I sold time management as my thing that's really really

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broad all right that's my one okay well I might be able to charge for my time management pdf I

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don't know 19 bucks okay now if I said I've got a time management product for sales people

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then all of a sudden this is probably $199 product if I said I've time management for outbound sales

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people then that's going to be even more specific and this might be a 1999 product and if I

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said I have the entire outbound time management system for garden and power tools then this could

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be a $10,000 thing because anybody who's this specific with their niche knows that they're going to

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be able to make a couple sales with this new system and more than pay for it and so as you get more

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specific with your prospect you can get more premium with your price and if you're the best at

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time management sale for outbound sales rep that do garden and power tools how many competitors

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are you going against almost no one and so you're selling in a total blue ocean where it's just you

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with the with the life raft and all of them are in there in the pool around you struggling and then

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when you have your life raft and you're the only boat in town they've got to pay whatever you want

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in order to scoop them out of the water if you're enjoying this process I run something called

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the school games you can go to school.com for such games you can start for free I'll help you build

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your first business by taking you through frameworks like this and many others and give you the

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platform to do it to make your first dollar right now more than one out of two people who start the

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school games with a paid community make their first dollar online very proud of it so if you like

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that go check it out you can start for free so that's step two that's the who now we go to the how

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and there's two parts to the how so let's cover those now so with how part one we think about

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the upside this is all the good stuff that you're going to help them achieve or experience

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as a result of using your thing all right so you want to think about how much easier their

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lives are going to be as a result of using your thing you want to think about how guaranteed

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the outcome is now as a result of using your thing you want to think about much faster

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they're going to be able to get what they want using your thing and you want to be able to

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describe to them how it would feel to experience their dream scenario and so if these look familiar

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these are the four elements of the value equation but written in the positive and so the perfect

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offer is something that is incredibly easy guaranteed to happen immediate and is exactly what they

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want and the sub part on this is exactly the way they want to get it I'll give you a B2B example

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from Jim launch so the average gym makes $30,000 in their first 30 days using the gym launch system

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now the average gym owner makes $36,000 a year and take home income so if they make $36,000 a year

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as take home income then we can help them get what they want easier guaranteed faster and exactly

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what they wanted to do which was to fill their gym up and make money whatever benefits you sell

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there's some good stuff and so we want to say hey here's all this good stuff you want and here's

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how I make it easier faster guaranteed and this is what it looks like when it's right that's what we

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explain with the how part one so now that we've listed out all the good stuff let's flip over to

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how part two which is going to be the bad stuff and if you think about motivating an individual in

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general you fundamentally only have two things that are going to increase the likelihood that they do

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what you want you either have to take away the bad stuff that they don't want or give them more

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good stuff that they want that's it that's all you can do and so thinking about it from this

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framework has helped me so much in copywriting and sales is like you're either saying you're going

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to get this thing or you're going to avoid this thing you hate that's it and it's just how well

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you can describe either of these things which makes it more and more compelling which is why

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picking someone like you makes it easier to describe the very intricacies of their pain so for

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example if I said lose weight fast that might have worked in the 1900s but people quickly learn

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that they can't believe things that people say and so the more specific you are about the pain

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and the benefit the more likely they are to believe you if I say hey stop feeling your thighs

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chafing when you're out in the sun that's a very specific pain right and so someone would be like oh

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I experienced that but it would pass their guardrails and their banner blindness around ads and

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copy and marketing because it's very specific to their pain you want them to be like I can't believe

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they know this about me because you know it about you and you just describe it back to them

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so now we're going to talk about the bad stuff so these are the inverse of the things that I was

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mentioning earlier so instead of the guarantee we're going to talk about the risks that we're going

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to help them avoid instead of how fast it is we're going to talk about how slow it is for them

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that they're not going to have to experience that slowness instead of it being easy we're going

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to talk about all the pain and sacrifice and suffering that they have to go through in order

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to experience the benefit so the nice thing with this one particularly because there's going to be

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the most meat here in terms of what you're describing because the guarantee you just say this is

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where you state stats and you show what you've done or you plan to do the fast and easy you put

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a timeline around it and what they can expect versus the timeline of what's bad and with the ease

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there's two sides to this so one is what are all the good things they normally have to give up

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that they no longer have to give up with your system and what are all the bad things that they

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would normally have to start doing with other products or other services to solve this problem

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that with your product they don't have to start doing so let me give you an example so weight

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loss is simple so if I have to start working out and waking up early that's something bad I don't

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want to start doing and so if you use my system you don't have to start doing this bad thing you

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don't want to do to get the result if I want to avoid the negative thing that you don't want to

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give up which is hey you like doing taco Tuesdays and eating out with your friends normally you'd

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have to give that up but with my system you can keep that thing you like without sacrificing it

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and still get the result and so you show both of these that make it easier because what makes

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things hard what makes things hard is doing things we don't like and giving up things we like

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and so if we have our solution that they can not have to do things they hate and keep doing things

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they love then they will like that better you might be thinking okay well I get the good stuff

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in the bad stuff for how part one and how part two but how do I get all this stuff well first off

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if it's you then you know what these pains are if it's not you then you do the three letter method

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you ready for it ask people who you want to sell so you get on the phone you reach out to people

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and you basically do an interview now a good interview basically functions like a sales call

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which is like what are the problems you're struggling with right now how long you've

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you struggle with them what makes it painful specifically can you describe what the experience is

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like when it's not right could you describe your ideal experience if it were done the right way

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what are some of the things you have to stop doing that you like doing that you don't want to stop

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doing when you've done things in the past what are the things that you have to start doing that you hate

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doing that you've had to start doing in the past and either of those scenarios and all of those

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scenarios you're learning more about the customer you're learning about their dreams and aspirations

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but the pains that they've experienced along the way and the culmination of all of those answers

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become how part one and how part two the good stuff you're gonna help them get and the best

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stuff you're gonna help them avoid and if you're still wondering how am I gonna make money from

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one of this stuff don't worry we're gonna get there right now step five putting it all together

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combine so this is the Mr. Miyagi moment in Karate Kid where you've been waxing on and waxing

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off this entire time so you can get to the moment where you can finally get your car so we're

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gonna do a mostly money mad live we're gonna drop everything in so I help who which we got from step

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two which is the combination of what the big things about and then narrowing it down through step

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one and step two I help who 35-year-old male accountants get a new income stream whatever the

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whatever the good thing that they want is right which is how part one without how part two the bad

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stuff through and this is gonna be the bonus that I'm gonna cover in a second all right which is

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something called a unique mechanism all right so I'll cover that in a moment but fundamentally you

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could ignore this last part and this is the basic version of it and this is the more advanced one

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once you get some reps and the reason I'm gonna explain that one in a second is because if you haven't

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done it yet you don't have a unique process and so if you're just starting out this is me meeting

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you where you're at I help who get good stuff without bad stuff I help 45-year-old women who just

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had kids get into high school get back into their high school genes without giving up time with

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their family I help non-fiction business authors get on the Wall Street Journal best seller

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leth without looking cringe and listen it doesn't have to be like you don't have to perfectly do this

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every time I could just say I help young guys starting school for the first time pick their community

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under 30 minutes like it's just if you can nail them then the person's like shoot that's me right the

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more you add these pieces in they're like that's exactly what I'm struggling with this is exactly what

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I want and then the unique mechanism makes it nice and sexy so now that we hit the bonus let's go

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to the bonus section so the bonus number one is gonna be something called the unique mechanism all right

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now the reason I wanted to combine it before the unique mechanism is that if you are starting out

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you might not have a unique process yet all right but the unique mechanism is something that

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differentiates your solution from other peoples so if there's two people in your market or 10 or

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100 people in your market one you could probably go narrower on your who in the problem you're trying

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to help them solve but let's assume that you did that and there's still 10 people that all help

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35-year-old male countets you know watch friends reruns because that's your passion without feeling

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the judgment of other people because you have a cool streaming platform or you know access

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between all these other ones that allow them to do it for free whatever okay so let's say that

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that's your niche and there's 10 other people who are serving them what you want to have is some

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unique mechanism and this is not a new marketing concept you want to have some sexiness or some

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special sauce that makes the prospect think oh I'm going to push all of my hopes and dreams

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into this process like if I had only had this special sexy thing I was six inches away from gold

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and then I just needed this thing to get me over the hump and the point is that that's what they

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should feel like oh if I just had this thing all along I would have already been successful so it's

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like you have this secret that you can help them be successful with and the proof is in the pudding

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and so even if you think about this YouTube video as a product if you wanted to the unique mechanism

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is the five step process or the five step niche narrowing the niche narrowing none chuck right because

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it's a fucking waxed it on the head so let me explain how this works is that you're going to either

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have a list or steps that someone has to follow to achieve result fundamentally that's what it is

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you're either going to say you have to do all these things so just think a checklist like once you

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have done all four of these things you'll achieve the outcome or you have to follow this in sequence

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you have to do one and then you have to do two and you have to do three and then four the

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difference here is that these don't have to be in order you just have to do them all here you have

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to do them in a specific sequence but either way you're going to have a list or step or series of

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steps that someone's going to follow and then all you do is that you wrap this whole thing

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and then you name it because this becomes your proprietary process and that proprietary process

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becomes your unique mechanism if you've heard me talk about content we have promise proof plan

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and so it's hey I'm going to help you pick your niche by the end of this video proof is that I've

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felt tens of thousands of people do this on schools are pretty good at it and then the plan is we're

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going to follow these five steps ta da and here we are and so that process we can call the

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mozi money niche method whatever so if you've heard of P90X the unique mechanism they had was

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muscle confusion right and obviously a zillion fitness influencers like there's no such thing as

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muscle confusion and they're right but the thing is it was unique mechanism they sold hundreds and

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hundreds and hundreds of millions of dollars of fitness programs using it if you look at weight

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watchers they have a point system the point systems they're unique mechanism if you look at some of

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these other ones they have their xyz portion control thing like they all have a unique mechanism

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their way of doing it think of this is the vehicle this is going to take them from where they are

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to where they want to go and you're the one who's piloting this ship with them in the back seat or

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they're piloting it with you in the back seat with you as the guide the point is is that that

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becomes the special sauce and everybody should do this and that's where you can have the naming

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conventions I cover naming stuff in my last chapter here on the offers book where I either like

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something that rhymes or I like eliteration if I can if I can do it so as promised if you're

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following this process then you got the what which helped you narrow down the who you followed the

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steps and that to knit down to figure out very specifically who the avatar was someone like you

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somebody you've helped before or someone who's underserved we did the good stuff we looked at the

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bad stuff we put it all together into one sentence so you can immediately use it if you're a little

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more advanced then you figure out a unique mechanism or your system or your processor method

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to put it all together so they're like wow this is exactly what I need so what's this last bonus

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well I said I'd help you get your first five customers so let's do that all right so I'm

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going to give you the absolute simplest system for getting your first five customers using what we

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just had and so what you do is you will greet someone greetings hello you will mention something

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specific about them that's a compliment you'll insert that sentence that we just went up with

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came up with and then you'll ask them if they know anybody who could benefit from that and you will

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do this for four hours per day or until you reach a hundred I don't care which you can do four

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hours there or until you reach a hundred and if you do this every day and you make this process

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what you reach out to people you will get five customers I outlined this entire process inside

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of the leads book in the first chapter called warm outreach to help you get your first five

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customers and if you'd like me to help you lead along and you want to do it via community you

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can go to school.com for it slash games I walk people I literally walk thousands people through this

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every single month so we're pretty good at it like I said more than one out of two people make their

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first dollar online so check it out