Charlie Munger Mailed This Author One Share And It Became $735,000

0:00I've been in a lot of sales training programs and they say the number one rule of sales is get your customer to like you. That works, but it's not the number one rule. Here's the number one rule. Show your customer that you like them. Yeah. If you have a welcoming statement on the landing page of your website, you get significantly more conversions. Before, again, before they've ever read a word of your offer. All right, guys, check this out. I'm sitting down with the one and only Robert Chaudini, who if you guys don't know who he is, he's the Godfather of psychology, in my opinion, ASU, Professor still hangs out on campus a lot. Influence, getting to yes, just some of the best influenced, uh, influence books, ethical influence. And I'll tell you guys, listen, I've got an opportunity. He came in and trained us today. One, I've been to a lot of his seminars. If you want to catch him,

1:01there's only 75 seats. It's December 5th and 6th. It's called influence unleashed. And it's going to be intempi at the Mr. Joe Polish, one of the best networkers of all time. And if you want to save some money, there's $500 off any ticket. It's just a one garage, capital letters. I'm not making any money. I'm not an affiliate here. I just support this guy. And his wife Bob at the city back there. What do you want to tell us real quick, Robert? What can they expect from this event? I don't know if any of your listeners, viewers are sports fans, but I've never tired of seeing after a loss, coaches or players saying we had this great game plan. And everybody understood it, but we didn't execute it. This event is about executing the practice of influence. It's not about just understanding those principles and practices

2:08and techniques that move people toward yes. It's about moving to their implementation and focusing on that, that link. And we're going to spend a couple of days drilling down on how you how you do it, not just what the principles are, but how how you make the work for you. I love it. Listen, guys, I can teach you how to get a six-packed. I mean, you're going to do it. I always talk about this. December 5th and 6th in 10th year of zone. This is a do not want to miss limited seats, 75 seats. Use A1 garage capital letters, save some money, be at the event. We'll see you there. Yeah, you'll sell out of that. That's... Well, we want, I mean, we usually do 200 sites, but because we want to do this intensive and interactive implementation strategy. That's so good that we're going to make it, you know, a lot more intimate. I know it's killer. I think a lot of

3:09people understand the techniques. They just don't know how to do it. That's right. You want to get the ball rolling here? Sure. I'm excited. This is always fun. All right, guys, welcome back to the Melo Millionaire podcast. Today's an amazing day because I got the one and only Robert Chidini and his wife, Bobette, in the studio. Our guest today is one of the most influential psychologists of our time. Dr. Robert Chidini, the best-selling author of Influenza Psychology Persuasion. A book that sold over five million copies has been translated into 40 languages and remains one of the most cited works in psychology and marketing. Today's research continues to shape how leaders marketers and everyday people understand the science and the ethics of influence. Robert, we had you on the, you go by Bob sometimes. I don't want to call you, but Bob, yeah, we've had you on a home service expert. I've read your books, I've gone to your seminars and I just every time I get pages of notes, but you're right. You know, it's hard to implement everything. It's hard to kind of

4:09ruthlessly prioritize what's the best lowest hanging fruit to implement. And they've got all kinds of strategies, but why don't we just talk a little bit about where you're at today? You know, I know you taught an ASU. What got you so obsessed in the influence game? And what are you excited about? I think that I'm excited about taking this to a broader audience than we have done before, making sure that the people who have paid for my research, after all, with their taxes, with your donations to my universities and so you've paid for that research. You're entitled to know what I found out about persuasion with your money. So I want to get programs available to people to understand the practices and procedures that make people most likely to say yes to us

5:10and that you can, how you can do it in an efficient and ethical way. Yeah, the beginning of the book is just don't use these practices for unethicals because they can easily go the opposite way. We've seen that. Yeah, we've got dynamite. And you can, you can use dynamite to blow up a bridge. You can do use dynamite to help build a bridge. We're going to be on the building side. I love it. Let's go through. I mean, listen, there's there's several core principles. Let's just start out with what is ethical influence. Let's start there. Ethical influence is the ability to move people in your direction by informing them into yes, by educating them into a scent so that they know the value proposition that you offer them. That is worthwhile to them, but you just haven't known how to properly phrase it or deliver it. It's about the presentation

6:15of your case, not the core merits of your case. I can't change that. I can change the way you deliver the merits of your case that makes people psychologically more attracted to it. It's so much fun because there's a great book by Daniel Pink called The Cell is Human. And selling is just normal. When you meet your fiance for the first time or your wife or your husband or your kids to make their bed, it's like, we've got to have persuasion. And it's not a bad thing. It's like to getting your kids to do chores is not a bad thing, but if we phrase it in the right way, and I've learned so much from you, these little things like, I don't even want to go into it right now, but you talk about reciprocity, commitment, consistency, social proof, authority liking, and scarcity. Let's just talk a little bit like a rough overview of each of those. Yeah, let's talk

7:16it turns out that we've added one. Yeah, I called unity. Yeah, unity right here. The seventh principle. Yeah. And it's about saying yes to people because you feel it's sense of togetherness or partnership with them. Not that you necessarily feel similar to them, you feel that you belong together. Let me give you an example from a study that was done because you were just talking about what do you say to somebody you meet for the first time who was a potential date or relationship partner or even an existing relationship partner. What do you say when the two of you have a difference of opinion and you just can't get past that issue. It turns out there's this study that was done in Texas where they take people who were together in a relationship for more than two and a half years. Okay. And they give them each, they say, we're going to flip a coin. One of you we're going to ask you to persuade the other to come into line with you with, you know, with

8:27on a topic that you haven't been able to get resolution on together. To be religion politics and anything. It could be anything. All right. And then the researchers leave the room and they are listening in and they're watching with through one way mirrors and they look at what people say to get their partner to say yes to them. And they found three kinds of people. One used coercion. If you don't do this for me, you'll be sorry. Not only didn't that work and move people in the opposite direction. You can you can you can relate to that right any boss who does that to you because I said something. Yeah, because the others were called the rational logical group. They to their partner. If you'll just look at this situation, you'll see that I have the I have the most rational logical position on this that didn't produce polarization. It just produced left.

9:28It's oh yeah, sure. No change at all. And then there was a small group of people. Only 15% the only ones who got change. And they it was. Hey guys, quick one before we get back into it. If you want to home service business and you're serious about scaling it, I want you in the room at Freedom of 2026. Look, everybody's been to a conference that's all lights and glamour and confetti. And you fly home with a hangover and an notebook that you're never going to open again. Freedom's not that. It's three days built to actually change how you run your business. Every person we put on stage has built and scaled a real business. You're learning from people who have had their own money and their own people on the line and you walk out with stuff you can use Monday morning. This thing has sold out the last three years running. We churned people away at the door last year. In fact, the word doesn't that called me to try to get in. So don't be that guy scrambling for a seat in October. Freedom of 2026. October 26 through the 28th of Manila Bay. Go to freedomofvent.com. Freedomofvent.com. Grab your seat or you could call us your Texas 602-581-7563.

10:31Now let's get back to this episode. The only ones who got change. Embiathy. It was. It was to say to use the term we and say, you know, we've been together for two years. I really appreciate if you do this for us. You see what it's not me versus you. It's us. It's weeness and it's the only ones who changed. Simply using the term we. You change the mindset from conflict to collaboration. The only ones who got significant change. Just use the word we. I'm just trying to think about Bri and when I want to take her out to eat she doesn't agree. Is we both like chicken? I would have learned this. There's probably a lot of

11:34techniques. I'm not trying to manipulate. I'm just trying to figure the problem is now I'm just like pick three and I'll choose one. But see here's the brilliance of it. Isn't it true that are you you and Bri are we? Oh absolutely. And what the researchers in this study did was take people away from that. They said focus on this difference between you and the 15% wouldn't have it. They said no what we really are is a unit. I'm going to use the word we. I'm going to focus on the connection on the togetherness of us. I'm going to bring that to top of consciousness. Not the difference on this one topic. I'm going to say we that's all you just bring to top of consciousness weeness instead of difference. I love it. Made the difference. I need to learn how to really implement these. I understand. So reciprocity we do very good job.

12:39Resurrectity is pretty simple. You know do on to your you know you give somebody you treat them with respect and like you come in to offer something if you want something in response. Commitment let's go over like an example of commitment. People say yes to those requests that are consistent with what they have already said or done or valued. So here's an example from a restaurant. Restaurants have a problem with no shows. People who book a table and then they don't appear. So there's this guy in Chicago Gordon Sinclair Gordon's restaurant. And he read my book and he made one change to what his receptionist says when she takes a booking. She used to say please call if you have to change or cancel your reservation.

13:41All right. He asked her to add two words and to say will you please call if you have to change or cancel your reservation and then pause let them fill it with a commitment to do it. And no shows unannounced no shows dropped at Gordon's restaurant by 62% that day and never went back up for two words because they engage the power, the psychological power of wanting to be consistent with a public commitment that you have made. I love that. You know you found out with the guy Chris Voss. Oh yeah. Yeah. I think he's great. I was with him last week and I know him really well we actually met him through Joe. Yeah. And one of the things he said is instead of asking people hey, you got him in at the chat Robert or Bob. Yeah. He says have you given up? Have you given up on

14:41looking for a garage? Have you given up on? Yeah. I've just he always wants to get know out of people to get rid of the know get rid of the know because not people are really excited to say no. Then they're committed to saying I haven't given up. So what's the next step? Yeah. What's logically congruent with I haven't given up? Well brilliant. I've got a friend who's a boy scout leader. He's got two kids in the boy scout and he sells popcorn outside of supermarkets. Okay. He sets up a desk and people come out and they sell them popcorn as they leave. And he said to me we're having a terrible time. We're only getting about 15% of the people who come out who want to buy our popcorn. I can understand why if you wanted popcorn you had bought it in the shop and you already spent your your budget you're not on so I said well what do you say to them when they approach we say

15:42excuse me would you like to buy some popcorn? It would help the boy scouts right? Yeah. We only get 15% so try this excuse me do you support the boy scouts? Everybody says yes and then you say would you like to buy some popcorn? Order of operations. And it goes from 15% to 52% oh my god. And here's the best part of it. People some people say you know I don't really want your popcorn but I support the boy scouts so here's five bucks. So I've done that I've done that all the time where I'm like I don't really I don't want popcorn but here's something because you committed yourself in these case of these people they committed themselves to favoring and being supporting the boy scouts now what's consistent with that? I love that. All right social proof let's run over that one. That's the one that says people say yes to you if you can show them

16:45that a lot of other people like them have been doing what you're recommending them to do. So like right now I could pull up a map on my iPad and show you everybody in your neighborhood that's bought a new garage. That's right. That's a good example. That's exactly right. Yeah. Or just to say look a lot of your neighbors that we have good things to say about us you know because we've been able to say okay now I know that people like me who are comparable to me are having a good experience with you right. So McDonald's does this study you know the McDonald's sells hamburgers drinks and fries. But they also offer dessert. So we all have upscale we all have upsells that we would like people to add on. So they're not getting a lot of people buying dessert. So my colleague

17:53Steven J. Marston in the UK does this study where he has the receptionist say would you like a dessert? All right for half of them for the other half he says would you like a dessert? And then he tells them that the McFlurry is our most popular dessert here among the people who come here. Yeah. And they get 55% more people buying dessert. I think everybody I know there's this new product we're getting ready to work with and it says so you get the options and it's most popular. Top choice. And even if you go further and put 977 customers have bought this choice versus that's a simple thing of consistency. Is that social proof? Yeah social proof. I mean 900 isn't

18:58and by the way you know how on your website you can have 960 we have 967 four star and five star reviews. Here's what you should say we have 967 four and five star reviewers not reviews. What are you what's in your mind when you say those are check marks on us. Reviewers those are people just like me who have said this that's what you want at the top of consciousness that image. Now love that. Now authorities pretty simple but let's just talk about authority. When people are uncertain they don't look inside of themselves to decide what to do in a lot of times people aren't sure they want to move in your direction right. But if you give them evidence that people who are legitimate authorities have praised your product or your approach your

20:06business whatever it is like Chris Vosser Joe Polish. If you put that at the top of your presentation before they have seen one word of it they're more likely to say yes because everything they see now is infused with the credibility of the experts who reduce their uncertainty oh yeah if the experts say this is the way to go then I believe it then I'm likely to go in that direction. So selfishly I'll ask you for the risers you might put like the property brothers or Mike Rau or somebody like somebody that's kind of like blue collar right so that's I would say exactly right okay the experts in that field in that domain okay this is all I just I can't I can do this all day liking is just let's cover that okay so and I know I know this I just you're better you've made this right so people

21:12say yes to know to those they like and here's the key to those who like them that's what get I've been in a lot of sales training programs and they say the number one rule of sales is get your customer to like you that works but it's not the number one rule here's the number one rule show your customer that you like them yeah and the defense has come down so what I say is there's three things that need to happen and I coach three hours today on this during orientation this is number one customer needs to like and trust you right I mean they need to know that you're the expert number two they got to love the company and believe that we're gonna back up everything and number three they got to feel loved they got to feel approved and the way that we do that is we laugh at their jokes we take notes when they talk simple little things like smiling when they when they ask a question you don't respond right away you internalize it you know it's like Dale Carnegie probably said the same thing it's like let them talk take a minute

22:17tell them that was a really great question and actually maybe you've been asking another question on a question to like dig in deeper that's exactly right and now there's some new research the show how do you get liking online those people don't know you they don't you can't they're out familiar with you there's the same thing with TV or video yeah yeah so it turns out there's a study that was done that shows that if you have a welcoming statement on your land the landing page of your website you get significantly more conversions before again before they've ever read a word of your offer or business you've put them in a state of a prove that you've a you approve of them you've welcomed them and you get significantly more converged isn't it true again it's ethical don't you welcome the people who come to your site don't you want to welcome

23:17you welcome them of course you just didn't say it it didn't it didn't go to top of consciousness and so give me the exact because you've done I do it on my website yeah I've looked at hello I'm so glad welcome I'm so glad you decided to join us I look forward to working with you that's all welcome the first thing you say and scarcity people want more of those things they can have less of right okay so if you can show people how what you have is unique or uncommon or rare that they can't get it from your rivals they want it more from you and sometimes it's not any one thing and here's what a one does you have a combination of strengths that nobody can match and what

24:25you can do is put together that sweet of strengths that nobody else can provide yeah that and it's again it's ethical because it's true yeah you haven't exaggerated you haven't manufactured you haven't counter-fitted anything but you've you've pressed a lever that is psychologically meaningful for people yeah I love this stuff man I can't tell you okay so let's jump into two questions or just you know you you call and tell me when we're running the low because I got I'm right here on to page so let's go back in time you're in your 20s you get to go back and talk to yourself what's a few pieces of game-changing advice they give long young Robert Chideini okay one is a quote from Benjamin Franklin who said if you wish to persuade speak not to argument speak to self-interest

25:33of the recipient you have to think you have to now here's where empathy comes in you have to put yourself in that person's situation the challenges that person is in at the moment the circumstances surrounding this thing and you tell them what they will benefit from the exchange with you from being not what why it's good for you but why it exactly will benefit them and the things like scarcity and you know uniqueness that you can only provide and and so on and dealing with somebody they like and who likes them those are exactly the kinds of things you can say that aren't just oh you're gonna save money here no you're gonna get a partner who like who likes you you're gonna get a set of strengths that you can't get those are the kinds of that's one thing I would

26:33I would say to myself from 20 and here's the other one people don't sink the boats they're writing in and your job as a communicator is to put the recipient of your communication in your boat with you weeness all right I mean togetherness all right so anything you can do all right so for example the the marketing practice that has been most successful over the last couple of decades is co-creation where you ask your customers to help you create the next iteration the next generation of your products or service or to tell you the things that they would like you to most enhance and those

27:39things that they might like you to to drop whatever you get them to advise you and then they're in the boat and they're in the boat with you yeah I love that and they don't know when you ask them here's the the thing that our the chalinean's dude is doing now we're looking for the smallest things you can change that produce these effects for each of the principles of influence right like two words or a welcoming state the smallest things that don't cost you anything right when you ask them to help you and get provide their input into the next generation right so to get them in the boat with you don't ask for their opinion when you ask for their opinion you get a critic you get somebody who steps away from you who backs away and literally they're not in the boat they're looking at you

28:41right if you change one word and you ask for their advice there you get a partner you get a collaborator and read the research it's pretty clear it shows not only do they have more positive attitudes towards your brand if you've asked for their advice they give you better input and recommendations on what you should say because they're in the boat with you yeah they need to change what I phrase because a lot of times I'm like don't give me the good just give me the bad and ugly because I don't need to be told everything we do well I just want to go right to I don't like meetings that I'm like the first four 25 minutes or what went well let's just hey guys great job records awesome we did well let's talk about the things we need to because I think there's a lot of meetings that just go to waste there's not nobody taking minutes there's no agenda it's more of a brainstorming session but yeah getting the advice and collaboration I got a

29:47question about you know it's a money question but I wanted to divert this question because I already know you'd done something with Charlie Munger Warren Buffett and Berkshire I love that story and I think you own a little bit of Berkshire halfway can you tell that story 25 years ago I went to my mailbox and there's an envelope legal size envelope and I opened it up and it's a single share it's on paper it back in 25 years ago that's they were you know they weren't just digitally sent you there's a single share of Berkshire halfway a stock and it's worth $75,000 and there's a note attached from Charlie Munger who was you know was renowned as the brains of Berkshire has had and that's a high bar because Warren Buffett is the other guy at the top the he's them okay it's

30:52and and the note from Charlie says the first chapter in your book influence is about the rule for reciprocation that we are obligated to give back to others who have given value to us we have made so much money from your book the urine titled to this 75,000 dollar okay and I was in a I was in a chair with with wheels on it I read that and I shot I knocked me back in my chair and I rolled into the wall behind me but I kept that share the the paper share yeah I still have it in my filing cabinet it's now worth $735,000 for one chair because Buffett and Munger are such amazing at influence they're amazing influencers but they're amazing financial

31:59investors yeah and I just held it because a that's from Charlie Munger so cool but late Charlie Munger the late Charlie he died one month before his hundredth birthday Buffett and I were we're planning to go to his birthday party and we had our tickets we had our hotel recommend and then he he passed and so it was it was a tragedy I love reading their books I mean they're like investing things you understand and you don't need to buy a lot of things you get behind you think about Coca-Cola and some of the things that got behind early you know Geico is there first there's I just think this is a cool story about the how wait waiters and waitresses can earn 23% but use no law of reciprocation yep it's a cool story yeah and again research is not just my hunch or speculation if if a waiter

33:01comes to the table with a you know the bill on a tray that's the control group all right how much do they tip if the waiter puts a single candy a mint on the tip tips go up 13% if the waiter puts two mints on the table on the tray for each diner and the two really two for us two they go up 17% I love this walk now here's though yes you remember this if the waiter puts one on the tray and walks away and then turns around and comes back and uses approval and says you know what for you nice people because you've been such good guests gives them liking right and puts the second mint down in front of them the tip goes up 23% right so he's got reciprocity and liking in

34:10that combined and you get these gangbusters results I mean you might I actually want to ask you this to poke some holes in it so we've got some things that are well high value low cost like a search protector and a magnetic deco hard work kit and so me and Luke have been talking about this and saying look Bob you've been a great client of ours second time we've come out here want you to pick whichever one you think would be the highest value because you've been such a great client and then walk out to the truck and grab it you know we've been thinking about this but we'd like to give you both I want to look with that that would I just that want to make sure that's great but I'm going to say if you don't have the resources to have those kinds of gifts available give them a list of tips they can use not for their garage door for their house so you're not

35:14this isn't something that you're selling them to as a sales device it's just because you want them to be to have better outcomes in their home right or a card that you can put on they can put on their little tips for saving energy little tips for fire safety little tip right give them that as a starter anyway before they ever decide to go with you go first give them something first that's the whole idea about why we offer so one of the things that really worked on is hey Bob and this isn't perfected yet but we're stopping off stopping off 711 kind of grab you cup of coffee soda anything you'd like most people say hey I really appreciate it but no and then I'm like listen you come to my house but he's going to feed you let me get you something I really want to buy you something and it's nothing crazy we brought apple cider and donuts to a client

36:19of mission yeah yeah but exactly I don't want to show up with something like a red bull and you hate red bull so it's like I want to call you to see yeah you know what has worked for us a $25 Starbucks card or a $15 Starbucks card I love it and everybody uses that so let's talk about the power of being liked by you you said at a study where only 55% of negotiators reached an agreement without any rapport but 90% when they connected over shared interest beforehand so how does that work so like that would be me walking into a garage and there's a fishing pole or a set of pole or set of golf clubs or a football whatever but now we have an ally in the internet and people tell us about them and their interests and their hobbies they're backgrounds of Facebook and so they want us to know it's not like and we're and again you don't invent any of it where you hit

37:24the commonality you like to fish too yeah that's essential yeah then you've got honest connection that you can enjoy an exchange at and those people love you for it social proof is everywhere reviews likes followers you know it's everywhere now do you think the modern obsession with metrics strengthens or destroys the original psychology behind customer decisions it provided this ethical provided it's on as it's strengthened some but here's the study again I was talking about a study so if you wrote if you have let's say 90% of of debtists approve of our toothpaste right yeah if instead you said 89% you get more conversions because you've shown them you're honest and it's

38:28up there at eight it's still up there like this what you have to be sure of is that you don't because you know the worst was nine out of 10 that just sounds like you pull that off the top of your head or what would it be better is 89.2% exactly they mean they know remember in in school your like math teacher said don't just give me the answer show your work yeah if you've got 82 89.2 you did your work to find the real statistics they're gonna honest you're gonna see your honesty yeah no I love the idea they just came out with a study that the garage door improves your home's value by 268% and there was a massive double blind stud like they they did it the right way is to share the research and just show them show your work too yeah not just almost 290% no 268 what was it 68 yeah and what we're gonna do check this out I think this is the coolest thing right at the end

39:32whatever do you go it's gonna show your house on the zillow before and after wow which is I think a pretty good I think this an investment into your home Wall Street Journal just came out and said before you think about remodeling your bathrooms it might not be worth it but your garage door is you know what Tommy you're interviewing me but I learn from you in these interviews too no I oh absolutely so you've worked with I mean literally influence the working of it getting to yes all the books have been used by everyone from the Fortune 500 companies to political campaigns what's one example where you've seen the principles brilliantly used and one where they were not being used the right way okay so I'll give you an example of the right way to do it and in the same situation not the wrong way to do it okay

40:39in um CEO reports to their customers to their team members and and shareholders okay they tell you all the things that went right right that year they get they build themselves up they tell you all the things right and then at the end if at all they tell you what went wrong right why should you believe them right what what what's their credibility well if they establish their credibility if they just like everybody else are pulling the positivity blanket over you your face right here's what Warren Buffett does on every letter to his shareholders he first mentions something that went wrong that year and he establishes his credibility as being an honest broker of information to them and then he says but or however or nonetheless and then he

41:49goes into the strengths I've been getting these now and I'm telling you it works on me every time because now I'm I'm I'm processing the strengths differently than before because I know they're coming from an honest person who's willing to talk not just about the strengths but the weaknesses and then give me evidence that wipes out the weaknesses here are the strengths right that just well plus there's the idea that your 75,000 shares now in almost 800,000 over 10,000 that's right but I'm telling you that that man is brilliant he is brilliant so I wouldn't but I wouldn't mind having people say you know um we're not we're not the least expensive in the here in town or in our industry but

42:55right do you know what um um l'oreal cosmetics had a marketing campaign that said we're expensive but you're worth it yeah increased market share by 300% oh wow bring down the barrier of um doubt am I should I believe this person you tell him something that is true but may not be all that great that you're you're not the least expensive but but here's here's what wipes out that because you're worth it oh I should tell you that the first uh version of that that ad uh was we're expensive but we're worth it and it didn't work your make it possess make it about them make it about self-interest

43:59just thinking through that you know a lot of times people will say wow that's more than I thought it was going to be in a lot of times until I say yeah it's an investment because yeah because you're worth it because you're worth it because you look you know I never really bought anything that I like I like nice things do you like nice things I do yeah so I've never really got an a deal on anything that I really appreciate it but no the the right words matter and then the way in which we deliver the message matters and I think there's a lot of misconception and you could follow the script but unless you could actually internalize it it's kind of like a mechanic that knows how to fix things because he sees it's broken but the guy that knows how it all works is so much more advanced boy I love that because it's the difference between being a short order cook in a chef yeah a short order cook just follows the recipe over and over and over and the chef thinks about the combination and the what's the freshest and what's the season and so on

45:01and puts together something based on the the the flavor is and the circumstances that's the person who wins the day so you argue that what happens before the message is delivered oftentimes it determines the success can you explain what that means it has to do with another book I've written called pre-swashing yeah right which says that it's not only what you put in your message and that's what the in the book influences all about what are the psychological principles that you embed in the message to cause people to want to move in your direction pre-swashing says what do you put in the moment before you send your message to make it more likely that people will resonate to that message and the answer is you have to put something in their minds that is

46:02aligned with the strength of the message that they have yet to receive I'll give you an example from Norwegian cruise lines right one holiday season they sent out a message to all of their previous customers that they if you book a cruise during this holiday season you will get a big discount right that was in an email right and when you open the email you see a clock ticking down with with fewer and fewer moments until the the the budget the bargain goes away so it's a limited time on so it's scarcity essentially it's scarcity if you don't do this it you know it'll be lost to you

47:03okay half of the people got the got the the email and in the subject line was a budget limit no it was budget or a bargain bargain for it fairs the other half got that same thing with two ticking down clock emojis who so they were primed for the concept of scarcity of of before they got to it and 16 percent more of them booked the flight a book the cruise because you put in their consciousness a readiness to experience the strength of your message before they even got to it I love that idea you know it's so one of the things I'm working on is getting the

48:04CEO of the grocery manufacturer to literally give us on a package like really include extra trim and do the extra strut in the op bracket like they'll do that because we're a big client and I want them to make the video and say for this quarter and this quarter only this is why we did this because they want one of the largest purchase of grozras in North America delivered from them I just say this is real and I want to be completely real about it like we're not making the sub this isn't limited this is just last this quarter yeah I don't know I gotta work on these things because I don't think they're perfect yet but these are I get all these ideas and I just need to craft them perfectly I want to do a real-life demonstration of your methods of influence in real time and so endless and I don't mean to put you on the spot if this doesn't go well we we could try something else but try to convince me not to read your book dude in a way that actually makes me want to read it okay you know that book is is written for an audience of intelligent lay people people who are

49:13not trained in psychology but who are interested in psychology so if you're not interested in the psychology I don't want you reading it I don't want you wasting your time on persuasion if that's not important to you I love it okay this is the last one pretend that I don't believe in persuasion techniques that really work I know it sounds ridiculous and that I think people are too smart for your methods how would you try to change their mind I show them the results I show them this the data the data that everything's about everything's about the data about so you say it this way and you get this many people who say yes to you you say it this way and you get this man and I show them the the bars I show them the difference whoop you say it this way whoop you say it this other way that's consistent with the principles of say whoop man so many opportunities

50:15show them the data this is a personal question so you know the first four letters of culture are cults and it cults it's a bad word I guess but call it a team and you're getting people aligned you could call it a brotherhood or a sisterhood you know we have one or 900 people here and I believe I want the best things I want to take care of our clients more importantly I want to take care of the people but I need them to believe and I need them to know they're doing the right thing for the client but some of them think that's a lot of money yet they live in a apartment known if you really feel like you're doing the ethical thing and you're doing the right thing by clients how would you build more of a following especially I'm the founder and there's a lot of people that listen that are the founders of their business and they want to have people and I know it goes both ways I mean listen that means I'm taking that time to listen to them I care about them I care about their future their dreams but what would be the best way to create that community put them in the boat with you put them in the boat with you and show them the unity the togetherness the

51:23partnership the value and the self-interest of being in that strong speedy powerful boat with you then you get both Ben Franklin's self-give them self-interest and you get the quote put them in the boat with you people don't sink the boats they're riding I uh oh I can't wait I got a few people that I'm gonna give this to we're just gonna go brainstorm with my house for a day um I'm just gonna go through rapid further and we'll close it out what do you think is the biggest misconception people have about human behavior um that it's cognitively based rather than emotional what's one book other than your own that you'd recommend to every high achiever then pinks to sell is you is a human okay what's harder changing minds

52:25are changing habits changing habits is harder because again you can change up you can get people to agree to do something but that's not the same as getting them to implement that intention or that belief that's the thing get them to engage in a habit that that captures the belief and that's what your focus on is implementation what are some of the steps people take to really instead of understanding and learning how do they apply it apply it this is what we have learned give them small steps because if you give them these big changes that they have to make it's just sometimes too much they've busy days busy schedule they're not gonna change the way that they have been doing things especially if they've been somewhat successful but you give them one word or you give them a welcoming statement to put on then you get the steps

53:32get them to take those steps and now that's a commitment in your direction love it what's one thing that never stops surprising you about people from a psychological perspective they think that they're that they're less persuadable than they actually are they think that that this wouldn't work on me oh yeah these principles may work on other people but they wouldn't work on me and it's just not true it works on these principles work and the evidence is they work in a general universal way what you know what why so there's a book called driven uh my brakman is uh the guy's name and uh five percent of the world is hunters I guess 95 percent are more of farmers and there's a lot more monkeys going on in here and we're more subject

54:32to be uh but enough is never enough this is a personal question it's like you reach the pinnacle success could be faith could be family could be could be physical you know it could be even financially but the goal post always moves and uh I'm just curious from your point of view I'm sure you've seen these people I mean you might you know you still go to the issue you still do massive research and you know I just I never felt this feeling like I've arrived and I think there's a lot of people out there that feel the same way and we're more prone to be called dyslexic or ADHD and everything else but yet Einstein was dyslexic and probably considered ADHD and if you look at Elon Musk and some of the best brains out there what do you say to somebody that by the way I need farmers around me I can't get anything done without great people uh but what when you you've met these people sure and so what do you tell them what what is I value them yeah I value their their differentiation from the night other 95 percent but I'll tell you something that I think they

55:37need to understand that makes it okay to be that driven person I'm going to go back to Charlie Munger and he was a capitalist to the bone right but he was what I'll call an inclusive capitalist he said to me once the purpose of accumulating wealth is to be in a position to help people who are in peril yeah well that's what I think the Bible says that too yeah and and so now you've got the resources to do that to help it in a broader way and you're gonna have to blame yourself for collecting those that that wealth accumulating that wealth because it puts you in a position to be helper I love that you know one of the things we've always said is you can't take it with you right

56:43right uh two more questions do you have any habits that have changed your life yeah research here's the one that that has worked for me all the the most I would say in terms of pushing me and that is when I have uh some task that I'm that is arduous or negative or bother you know it's just not a fun thing to do there's a lot I get rid of it by getting done with this I don't procrastinate by take diverting myself or displacing myself from that task I mean I I don't do that I get through it and that makes it go away rather than putting my mind on something else yeah right I had a client in the first time in years I had to call bad experience we fixed her door four times she goes we

57:45should have just found from me a new one and this was Sunday and she only wanted to talk to me so I went in a quiet spot and I said hey Pat how are you it's Tommy she does not do it so good and I said listen let me just make sure I understand what went on here and by the way I was the guy in the truck for the first 10 years in this whole situation is embarrassing and we're better than this and I'm I'm so sorry we wasted your time and uh so she went on and went on and went on and I said well first and foremost the four technicians that were out there are having a one-on-one week went on with me this week and I'm going to figure out a way to make this right so I said Pat what do you think we should do from here and what's fair based on the time that you've spent and wasted and she's like I've already talked to my friends my neighbors I'm retired uh she will go into her story and I said and I'm here to make it right and she said here's what I think we should do and I said then why don't we just do that then and then she said now

58:49that all this is going to be in writing and I said it's going to be in writing I said I'm going to check on you tomorrow morning on Monday and she said and it's good I'm not paying till I get paid and I get the warranty on the services and I said it's all going to be in writing we're going to get it painted she goes now we got the windows and I said yes everything it's going to be everything so sometimes it's like we screwed up your time for something let's make it right and that happens well what I love about what you said was what can we I mean you brought her in what can we do together to make this right you tell us so now she's in the boat with you yeah I didn't even think about that you use the word we I like that I mean not what can a one do for what can the two of us do to make this right yeah no it's genius all right last thing and then we just closing questions final thoughts and then we'll get out of here and go to dinner um when's the last time someone changed your mind about

59:51something and persuaded you and you know it probably happens on a daily basis so maybe something a bigger thing it could have been you know I don't know could be geopolitical it could be anything but not not like got you to go to a different restaurant I mean no it was um Bob and I saw a movie together and then we talked and I didn't like it and then we talked about it and she started bringing up things I didn't even see and I went from negative to one and to see it again well movie it was called anatomy of a fall oh my gosh that is really cool man your brain is just it's like still wired perfectly it's just you're just on it I can't believe it in the role play thing it's amazing um yeah well listen you've got so much going on you know what are you

1:00:52excited about here in the next few months going into the next year we've got a program coming up in December that I'm really excited about where we're going to bring in a very small number of people in 75 people and really focus on moving them from a level of understanding of the principles of influence to a level of knowing how to apply them ultimately I I'm sending I'm sending a couple guys so we're sending that up um well listen I'll give you the final thoughts close us out I can't be a disadvantage December 5th and 6 but I'm going to have a couple people there on my team so um yeah give us some final thoughts a lay close us out here's what I'm going to my final thoughts select the right people for that event the people who can articulate

1:01:53what they learned not just to you but to their peers all right I'm on it well listen Bob as always it's a pleasure to have you always inspired excited kind of just giggle to myself like because these things are they're simple but they're in that heart you just kind of do a little bit of the work and I like the bite sizes yeah I like that idea because you read the book and you're like there's a million things to do but just get a couple right and then watch it work and then you're a believer for life so thanks again for being here and thank you Bob at I enjoyed it yeah it's always fun