Description

What's going on everybody!

I want to welcome you to another episode of learning from the experts.

Today, I want to talk to you a little bit about why Dean Grasiozi in Millionaire Success Habits is correct when he talks about how the story you tell yourself is actually what ends up happening in your life, and also about a book called Expert Secrets and how Russell Brunson is the man when it comes to changing customer's beliefs about your product and also how you can even change your own beliefs.

He mainly focuses on changing your customer's beliefs though.

But I want to talk a little bit about changing beliefs today.

I have a model a written behind me on the whiteboard that I want to go through with you today and help you understand how beliefs work and how you can change your customer's beliefs by simply understanding this model.

So I'm super excited to walk you through this today.

Welcome to another episode.

So here's the deal.

I know how frustrating it is to waste countless hours sifting through wanna-be experts who never actually help you in the end.

Then to learn years later that there was a real expert who could have helped you 100 times faster than learning it on your own.

I've created this podcast to save you time and money while taking you on a journey with me as I learn from real experts who can actually help you grow your business.

My name is Coulton Woods and you're listening to Learning From The Experts.

Alright, let's go ahead and get started.

I have on the whiteboard written a model that I'm going to run you through and at first I'm just going to show you the different parts of it or talk about them and then we'll run through and explain how it works.

This is mind blowing.

When I first heard this about 10 or 11 years ago, it was about 10 years ago, it literally changed my life, literally changed the way I saw things, literally changed the way I thought about what I believed and if it was actually correct or not.

I also realized why people act a certain way based on their beliefs.

It's pretty crazy stuff.

You can actually pretty well understanding how a reaction is going to be based on what belief or a belief that somebody has.

And so I'm gonna walk you through this.

The first part is actually a wheel.

It's more of like an engine, I call it a wheel because it drives the rest of this and is the foundation part of it.

Now in this wheel or this engine part of it, there are four different parts.

Essentially, these four parts are actually your four basic human needs.

Now, whether you believe this or not, I'm not going to tell you if you should believe it or not, but it's true.

Just believe me on this one, you have four basic human needs and with that comes different things that you do because of these beliefs and these basic human needs that you have.

The first one is to live.

Obviously we want to live.

Now, if you're walking down the street and someone pulls a gun on you and says, give me your wallet, your going to give them your wallet because you want to live.

Unless you're crazy and don't feel like living, you might fight with them a little bit.

That's the first thing in the wheel, we all want to live.

That's a basic human need.

That's why we don't all just give up every day and decide to not live life anymore.

That's a basic human need.

Now, the second one is to love and be loved.

That's why we have relationships.

That's why growing up as a kid, you want to feel loved in your family, which is a basic human need.

If you don't get that love from your family, it can actually have a lot of harmful effects on you.

The next one is to feel important.

Now this one may sound a little bit different, but it's important to feel important because if you don't feel important, then you would almost run into the other part of wanting to live.

That happens a bit, but everybody wants to feel important whether you believe that or not, you want to feel important.

If you don't feel important, you don't feel like you're being successful in life, or adding to life that's going to be really hard on you and thus comes depression.

Then the last one is to experience variety.

That one's a little bit different, but it's super true.

That's why we don't all just wear white everything, you know, like white shirt, white pants, white shoes, just walking around in all white.

I don't know if you've ever seen the movie The Giver, but that actually shows and talks a little bit about how none of them really have variety and it's all just set for them to not see color and that sounds like a crappy life to me.

So, we all have a very basic human need of experiencing variety.

It's why we go on vacations.

It's why we like to change things up, go different places, move to a different house, like whatever it may be.

We all liked to experience variety, buy different shoes and yeah, I mean that's why my wife has 100 shoes.

Just joking though.

She actually doesn't buy as many shoes as I feel like the stigma is for what my wife or wives or women buy for shoes.

Anyway, so that's the wheel that drives those four basic human needs and drives the rest of this model.

Now after the wheel, we have a window and I have a window drawn up and we'll show you a little bit more as I go here.

This is called the belief window.

Now essentially this is like a little piece of glass in front of your eyes and it's there 24/7, 365 days a year.

It doesn't move.

It doesn't leave you ever.

It is always there and you see the world through this window and you accept information in from the world through this window and on this window are etched multiple beliefs or principles that you have and the older you get, the more principals you end up having just because you experience life and you gained knowledge different ways and you come to understand different things.

So you gain more principles on this belief window as you grow older.

I mean, thinking about it, when you're first born, you don't have any beliefs or principles.

You actually get a lot of them from your family and friends and could even be wrong, but it's a belief that you have.

You start somewhere and you start with a belief on your belief window or principle that you see the world through.

And I'll explain why this is important here in just a second.

But bear with me.

Okay?

This is a little bit technical, I understand, but once I get through this, it'll make a ton of sense.

So after the belief window is a bridge.

And with that, the reason it's a bridge.

We call it the rules bridge because it's the "if-then" rule and bridges your beliefs to your actions.

So if you have beliefs on your belief window, there is a rule that if you believe this, then you will have a certain action based on that belief that you have.

After the bridge is a play sign, like when you press play on a video, that triangle sideways kind of sign.

That's the action that you get from your beliefs and that ends up being your behavior.

What's going to come about from your belief.

After the play symbol is a box called results.

Essentially this is the result you get from your belief and the action from the belief.

It can be either good or bad.

Which is a very basic way of saying it because we don't always know if it's going to be good.

It could always change.

There could be a better one that could be the best one.

There could also be different grades of how good that belief actually is.

So here's the wheel, here's the four basic human needs, which then leads to the belief window that you see out of, and has principles written on it.

Then you get to the bridge, which is, "if you believe this, then the action will be" which the action is the "play symbol" after the bridge.

I'm explaining this a little bit more for those who are listening on the podcast, but I am recording this on video so that you can see it on YouTube as well.

Then we have the action which then goes to the results box.

This is where your results get categorized or placed.

Then I have a line that goes from the results box all the way back to the beginning where the wheel is. That is the feedback.

The feedback is to help us understand that yes, we may have a good result, but if it isn't going to meet our needs over time, is it going to be a good result over time?

Is it always going to be a good result or not?

Now here's something to know, if the results do not meet our needs, then there's an incorrect principle or belief written on our belief window.

So if the results aren't meeting our needs, then we have a bad belief or bad principal.

Now with that being said, I'm going to tell you a story about ham.

I like to cook.

I don't know if you guys like to cook or if you even knew that about me, but I actually really enjoy cooking.

Cooking is awesome.

I love to cook.

I heard this story and I was like, that's hilarious.

Oh, by the way, I first heard about all of this from a guy named Hyrum Smith who started Franklin Covey.

If you remember Franklin Covey, like day planners back in the day, that's the guy that talks about this and where I first learned it and man was it gold!

It was ridiculously awesome when I first heard it and it changed my life.

So he told the story about ham and I've since told this story because I feel like it breaks beliefs very well about family beliefs on your belief window.

Now there are principles or a set of beliefs that are personal.

There are beliefs for nations.

There are beliefs for corporations.

There are beliefs for families.

There are beliefs for a lot of different categories or people.

We have different beliefs in the USA than a lot of other countries cause we believe in free capital, a lot of countries don't tho.

So we actually believe that free capital is better, whereas other countries don't believe it's better.

So there are different beliefs per country.

Now ham, this is actually a really interesting one because it's a story about a newlywed couple and the wife cooks a ham for the husband.

And she, she cuts the ends off the ham before she even sticks it in the oven to cook it.

Well that's Kinda weird she cut the ends off.

Well she cooks it and the husband's like, why'd you cut the ends off your ham?

That's weird because in his family growing up you didn't cut the ends off the ham, which if you are married, then you have realized that your family and your wife's family have different beliefs.

That's just the way it is.

And you guys will see things totally different.

And you have to work through those beliefs until you figure out who's right or...

I'm not gonna go there.

But anyway, so he's like, I don't believe this.

She's like, well, it tastes better that way and he's like, I don't believe you.

So he calls her mom and says, Hey, I understand you cut the ends off of your ham.

Why?

And she's like, oh, because it tastes better.

And he's like, no, there's no way.

It dries it out.

It does not taste better if you cut the ends off the ham, that makes no sense to me.

And Luckily enough the grandma was still alive and he's perturbed enough to call the grandma just to figure out why they cut the ham.

Maybe she'll have a different answer.

So he calls the grandma and says, all right, I understand that you cut the ends off of your ham when you cook your ham.

I don't understand this.

Can you tell me why?

And she's like, yeah, it won't fit in my oven if I don't...

Thank you!

That's exactly it.

So what happened was this ham won't fit my oven if I don't cut the ends off of it, so I'm going to cut the ends off of it, stick it in the oven and cook it.

Well then the daughter believed that it was just to make it taste better, which then she passed that belief down to her daughter and now it was a tradition that had been happening, which they had the wrong belief about it.

Interesting story, but if you think about it, the belief window here.

The girl has a belief that you cut the ends off the ham to make it taste better, which is a different belief than what the husband had.

Now, if she believes that, then she's going to cut the ends off the ham.

As we're going through this model.

She'll pass through the bridge and the action will be that she'll actually cut the ends off of the Ham.

Now are the results going to meet their needs?

Well, for the daughter, yeah, but for the son in law it was not, it wasn't meeting his needs and he had to figure out why.

Which then came back and they learned that there was a bad belief or a bad principal.

Now the daughter was even like, oh, okay, I was wrong.

Whatever.

Now I won't cut the ends off the ham because it doesn't actually make it taste better.

That's just one scenario.

That's just one belief.

Now let's go through one here.

This is a good one.

Now let's walk through this belief.

There are a lot of people, and I used to believe this growing up or as a kid, but there's a belief that the news always tells the truth, which if you've read, "Trust Me, I'm Lying" by Ryan Holiday.

You'll very soon understand that that's actually not true at all.

Now I'm not saying they don't always tell the truth, but some people believe that everything the news says is truth.

And you have to believe it.

Who runs the news?

People do!

Are people always right?

No, they're not always right.

They in fact are wrong quite often.

So Ryan Holiday...

In this book he talks about how he would actually develop false stories that were negative because negative stories actually get a lot more reads, get a lot more clicks on the website and get a lot more people following it because apparently for negative things people are just drawn to it more.

It's kind of interesting, but he talks about how he used to leak a story about things that weren't true.

Even negative stories about something he wanted to promote or get the word out about and would leak it to a small news stations or a small magazine or publisher or blog or whatever.

Then it would kind of get passed up the chain until it got to the big news sites and now the news is covering the story where they got from the place below them that apparently is getting a lot of attention and would actually drive

a lot of viewers or advertising for whatever he wanted to, based off of what the negative news was.

He was literally making up stories or doing things just to get reactions out of people so that he could get the word out a little bit more about something so interesting.

Now here's the thing.

If you believe that the news always tells the truth and the new says, Hey, guess what?

War is probably going to happen in like three weeks.

And so if you believe that the news always tells the truth, what is your reaction gonna be?

If you believe that, then your action will be, you're going to be getting ready for war, you're not going to be focused on other things that may be important in your life at that time.

You'd be focused on preparing for this war that's going to happen.

You're going to either be buying guns or buying ammo or like building a metal shelter or whatever.

Or you're going to be leaving the country, you're going to be moving.

And then in three weeks when it doesn't happen, you're like, what the heck?

They said it was going to happen, but it didn't.

And Yeah.

Now are those results going to meet your needs?

Maybe someday later after you've built a metal shelter, it could serve as something good for you, but the result is not going to meet your needs at that time or then.

You'll then start to realize or understand that, hey, maybe the news isn't always correct, or isn't always telling the truth.

Honestly if you've ever read millionaire success habits and if you've ever listened to a lot of other experts that are successful in life, they will tell you to quit, or to stop watching the news.

Quit watching it.

It doesn't do anything for you.

And if it's something really big, you'll hear about it from somebody else.

Why waste your time watching the news?

It's a business.

All they want to do is keep you watching.

They need viewers.

So anyways, that is kind of an example.

Now here's another, here's a simple one.

You have a belief that all dogs are vicious.

Some people have this belief, some people don't, but some people do. And so if you have that belief based on this principle and we go through the bridge, if you believe that all dogs are vicious, then your action will be when you see a dog you're running for your life because "to live" is the basic human need that will be driving that action.

You're going to be jumping fences, you're going to be running as fast as you possibly can and probably faster than you could run track when you were in high school.

Now are the results going to meet your needs on that?

Well, I say yeah, the results will meet your needs.

For the person who doesn't think all dogs could be vicious or are vicious and ends up getting into a bad situation with a dog will be wishing they had the same belief.

Whereas you were like, hightail it out of there.

You would live but the other person could have some issues.

So that'll meet your needs.

But then is it going to meet your needs when you run away from it and everybody's looking at you like, what the heck?

It's a little tiny Yorkie.

Like that thing's not going to do anything to you.

So you're going to feel dumb after that.

Anyway.

It's really interesting to me about how, when you grew up, some kids believe that whatever their parents tell them, is truth, 100 percent.

And I get that I was probably the same way because that's all you know.

I'm actually going to quote Myron Golden, who's the man!

If you can learn from him.

He's awesome.

Crazy awesome stuff.

But I have a quote over here on the wall from Myron Golan that I had to write down because I was like, yes, that makes total sense.

He said "People would do better if they knew better".

People don't know better.

People have beliefs on their windows, but they don't have a belief or correct principle in their window because they've never been taught that or never been around it or heard it or exposed to it to gain a correct principle for that belief.

Here's a good one.

Websites.

So, I'm a huge clickfunnels fan.

Love clickfunnels.

I would seriously go to every clickfunnels anything if I totally could.

So I love clickfunnels.

I use clickfunnels.

Learning from the experts is made with click funnels.

It's amazing.

And if you think about it, like they can totally throw rocks at websites, which is totally okay because if you think about traditional websites, they don't work anymore like they used too.

A Traditional websites is like, here's my homepage and whatever, read some stuff and then maybe you'll end up finding where you need to buy and I'll drive traffic to my home page so that you can see everything.

Just kind of figuring out where you need to go from there is a mess.

Now, homepages don't work like they used to.

They just don't.

There are too many.

There are too many homepages out there.

There's too much going on.

You need to help walk them through the sale or help walk them through what you want them to go through and see and give them an experience that is actually tailored to what they're looking for.

I mean, nobody has time to try to figure out where the heck anything is at on some websites.

I mean, some sites have like millions of pages and you're like, yeah, it would take way too much time to figure it out.

So clickfunnels, they actually help you build a website or a sales funnel that helps you walk the customer or the person through what you need to walk them through instead of, here's my website.

Good luck.

So they throw rocks at websites all the time.

Well, if you believe that websites are the best thing available, you're going to just find a website guy or editor and make it.

But if you have been taught that websites are outdated, old and don't work anymore, you'll then look for other things and you'll believe that there's something better.

And then you'll happen to come by click funnels and see how much better that will actually work for you if you have a business.

Especially ecom, even if you have a business and you're not using a sales funnel or using clickfunnels for your business, you're missing out by a ton.

Yeah, it's crazy.

I think they even went through and talked about how having a sales funnel can increase your Roi by like 540%.

Crazy stuff.

So get a click funnels account, make a sales funnel.

Yeah.

So that is the reality model.

That is something I wanted to go through.

Now think about this.

What beliefs do your customers have?

Expert secrets is totally the book for this.

If you don't have a copy yet, you can find a link on learningfromtheexperts.com under Russell Brunson.

So this book is awesome about that.

He goes through how you can run an ask campaign, you can come up with the beliefs, the false beliefs that your customers have about products in a certain area, and how you can actually change those beliefs.

Now I'm going to talk to you a little bit about how you can change a belief.

If you think about it, every belief, essentially as you grow up, you gain beliefs.

And I can almost tell you that a lot of the times when you have somebody ask you where you got that belief, you can tell them the story of when it happened or why you gained that belief for pretty much everything.

Think about this, your earliest memories as a child, think about your earliest memory you still have from your childhood.

Is there a story tied to that memory?

100%!

Is there an emotion tied to that memory?

100%!

Emotions, through stories, change beliefs.

I'm going to tell you a story actually at the end of this that totally changed my belief on how.

Yeah, I'll get to it anyway.

So, stories change beliefs, stories without emotion or an epiphany will not change a belief.

It just won't.

So you can tell stories all day, but unless they start to have an emotion that causes that epiphany in their brain, like, oh my goodness, what he's saying is so true, I've been seeing this wrong.

It's actually this way.

I need to change my belief because my old belief was wrong.

The results of that old belief are not gonna meet my needs, whereas this one is going to give me better results.

So I need to change my belief to what this person's story is about that's causing this epiphany in my head to change my belief.

That was probably a lot of technobabble...

I hope that makes sense.

So there's an emotion tied to it.

Now, interesting study.

They found that women are generally better at remembering stuff than men are.

And I know for us men that's really hard to swallow.

Like wait, you just agreed that women were better or are better at remembering stuff than men...

My wife's always talking to me like, yeah, don't you remember I told you that.

I'm like, um, you didn't tell me that.

So anyway, they've done a study that generally speaking women are better at remembering things than men are.

And then they figured out why.

The reason is because women tie everything to emotion...

Whereas men, we don't tie anything to emotion.

In fact, we don't have a ton of emotion anyways.

And it's kind of a bad thing in our society.

Even like men don't cry, you know, like that's just the way we teach it.

But for women it's totally fine...

Well, women tie everything with emotion.

When you tie a memory with emotion, it sticks, you can remember it better.

So if you're telling a story that helps them get that emotion, they will remember it better.

That is why on Steve Larsen's podcast, sales funnel radio, he actually tells a story per episode on every one of them.

At least one story.

That's why Russell Brunson tells stories all the time because it creates an emotion which causes an epiphany and gets you to change your belief and help you understand that your old belief sucked and it's not good anymore.

It won't help you get the results that you need.

So that is why Steve Larsen always does that for every episode.

And he's even said that, if you listened to his podcast, you will understand that for sure.

And same with Russell Brunson's.

He tells stories all the time on his podcast.

On everything that he does.

So get good at telling stories.

Tell them stories that cause an emotion, which is going to cause an epiphany to change your customer's beliefs on your product.

Now, there you go.

That's like the secret sauce.

I know that's probably super simple and it might seem too easy for you, but it's actually a lot harder to do than you think.

If you look at expert secrets, telling a good story, there's a process to it.

The epiphany bridge script is awesome and if you go through how stories work and the two journeys, it's crazy.

There's a ton to it.

And if you can learn how to tell stories correctly...

Man, I'm still trying to get good at telling stories.

I'm not the best at it yet.

I remember growing up my uncle was the best at telling stories and I'm like, man, I want to be able to tell stories like that guy someday.

So hopefully I can be there someday.

With that note though, I want to end with this story.

I heard this story quite a while ago and I think it's become a bit more of a legend now, but when I heard it, it completely changed a lot of beliefs for me and it changed everything for me.

What Dean Grasiozi talks about that I mentioned at the beginning of this podcast is the story that you tell yourself in your head is kind of what ends up being the story that you live out because you're telling yourself this story or you believe that maybe you're not good enough or that you're just doomed to work your nine to five at this really crappy job for the rest of your life.

So you'll end up doing it because that's just what you're believing or what you're telling yourself is your story that you believe in.

That'll happen then.

That's a really bad way of explaining.

But I would suggest reading that book.

So I heard this story and it's about a guy who worked on the railroad and he was assigned to go do something in one of these boxcars on the railroad.

The train's moving and he has to go to this boxcar, that's a refrigerated boxcar.

So it's for frozen goods, has like a freezer hooked to it and it's got to freeze everything inside of it and keep it frozen.

But it was just empty.

So he goes into this box car to do something, I don't know what it was.

Ends up locking himself inside of the boxcar on a train.

Who knows, how long he is going to be in there?

Right?

He kind of starts freaking out because he's inside of a freezer and doesn't have a coat.

So he's now locked inside of this boxcar on the train.

Eventually he finds something that he can like etch sentences and words on the wall with.

And he starts etching on the wall, like "tell my family I love them".

"Tell my family I'm going to miss them" and etching on the wall "these are probably going to be my last words".

"I don't know how much longer I can live".

"I can feel myself dying".

Which if you're in that kind of a situation and you've been stuck in a box car overnight, which he was stuck in there overnight.

I don't know exactly what time of the day he may have been stuck in there, but he had a whole night in there.

No coat, no nothing.

So he's etching these words on the wall.

Well, the next day he's found, and he's found dead.

It's a little bit of a dark story.

But what happened is they actually found him the next day dead.

But there was no reason why he should have died in the first place because the boxcar wasn't even working and it wasn't freezing in there.

And based on the way it didn't work, there's no reason why he should have died because the temperature was not that cold, but he believed it so much that he was freezing to death, he literally killed himself because he believed it so much.

I know that may be kind of hard to believe, but when I heard it I was like, holy cow, your beliefs can literally kill you.

That's pretty big.

My dad actually told me a story when I was younger.

He said, one time he was trying to surprise my mom with something and he acted like he was sick.

I don't remember exactly the reason why, but he was acting like he was sick to not give away the surprise.

So he's acting like he's sick.

And then he's like, oh, we gotta go here because I'm not feeling good.

We need to pull over, because he's driving somewhere to like surprise her with where they were going.

Well, he said: It was really weird because I was acting like I was sick.

And then when I surprised her and told her, I still felt sick and I actually ended up feeling sick the whole rest of the night.

And I knew I wasn't sick, but I felt like I was actually sick.

He told himself he was sick enough, that he actually believed it and he actually had those feelings based on his belief.

Yeah, pretty crazy.

My mom was actually a volunteer firefighter and EMT.

So she rode on the ambulance all the time.

She was always volunteering for that and for the fire department growing up.

She loved to serve and loved to volunteer, which she was pretty good at it too.

So I don't blame her, you know.

She actually told me how when someone is in a blizzard or a storm and they start to get really bad hypothermia and like they're getting too cold.

She said, sometimes what'll happen is the brain will actually trick them to thinking that now they're on like a sandy hot beach and they'll actually start to take their clothes off because they believe they're sweating.

It's almost a mechanism of like, you're gonna die, or you're on the edge.

So it just kind of helps you get there faster, which is crazy.

I've never even heard of that.

How is that even possible that your brain can trick you into thinking that you're actually hot and you're delusional, you're seeing this stuff that actually isn't even happening and you actually believe it and you take off your clothes.

So there are some pretty crazy things out there about how powerful your mind is and how much it can affect how you do things every day.

How you react to things.

I see people reacting like crazy in some situations or different places.

And I'm like, man, they have a bad belief on their belief window, like that is not the same belief that I have, I would not react that way.

So think about that.

That's what I wanted to go over today.

Honestly, this could change your life.

This could change the way you see things.

This could change the way you sell things.

If you don't believe in the product you're selling, you're not going to sell it.

You're not gonna be able to sell it because you don't believe in.

You're not going to have that enthusiasm.

People see that.

People know that you need to have the enthusiasm about it.

You need to have the actual belief in it.

So that's what I got for you guys today.

And yeah, what beliefs do you have on your window and are they right or are they wrong?

You tell me.

Alright, we'll see you guys later.

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