In Top Form Podcast

So this week we’re going to review some simple but highly effective little hacks as well as some really well thought out and proven higher level strategies and tactics for getting the very most out of a new year. This will be jam packed because it’s a quick review of many past shows on how to achieve more and to be more.

So be sure to listen to the podcast for our shows on OODA Loop, Setting Better Goals, and Goals vs. Systems for more in depth discussions of each.

And we’re doing this four weeks ahead for a reason.

No matter what you’re doing, it pays to plan ahead but with deadlines. So that the time doesn’t expand to fill the entire period.

STRATEGY: Block Time To Do This And Other Things That Matter While Avoiding Time Creep

TACTIC:

So we’re going to start by getting you to get out your calendar right now...or make a note so that as soon as the show is over you’ll block the time to do three things BEFORE the end of the year and for a few after the start.

https://www.successtechnologies.com/2014/08/success-through-respect-for-time-the-magic-of-triggering-the-valuable-time-meta-program/

BEFORE year end...block time to do some high level thinking and a few exercises we’re going to give you.

You’ll need at least an hour for the first. A half an hour for the second, and a half an hour for the third.

Does that feel like too much time?

Well, if you can’t invest two hour this month in getting the very most out of next year in your business and in your life than you’re probably going to have real problems.

You have to make higher level thinking a priority and you have to diary and block time and then defends it.

So commit right now to that. It will make an amazing difference.

Now for after the new year...

Block at least two hours each week to do something that you want to do. Block it now. You’re going to need to defend it... Why?

Now and in the next three sessions on your own:

What do I really want? Business and Life

Who would I need to be to have that? Business/Life

What resources do I need to make it inevitable that I’d have that or more by the date selected or sooner? Business/Life

STRATEGY: Know who your best clients really are, what they fear and value. How they communicate, the language that they use and where they go for trusted information

Tactics: Ask them more and more often. Make them more offers that match and are in alignment.

STRATEGY: Being Open To Being Wrong Or To Something Better:

What evidence would I need to see, hear or feel in order to know that I might be wrong?

Start with the end in mind...recipe for success or dismal failure

Tactic: X or better by Y or sooner

STRATEGY: Alignment with Vision, Values (permanent or largely unchanging)and Mission (will change through time as you summit the peak and look to the next level)

Tactics: Measurement and OODA Loop

Decide on mission metrics and have a to do and a not to do list with KPIs and regular monitoring.

Tactics: Define them in time blocks provided and then refine them

Tactics: Binary decision making, rating and removing the number 7 on a scale of one to ten.

Strategy: Systems vs. Goals

Strategy: Upsells increase margins AND satisfaction/experience

Tactics: More and in more ways

Strategy: Referrals of more and better

Develop Trust, eliminate risk, and create self improving systems

https://www.successtechnologies.com/2017/03/why-trust-is-essential-part-4-of-4-building-trust-bonus-materials/

Strategy: Reactivation and Retention

Strategy: Market to your team and up your game with recruiting, hiring and on boarding/training

Tactics

Strategy: Do more speaking and writing with less anxiety

Hack: Use and minimize anxiety

The Anxiety Performance Enhancer Hack

Have you ever felt extremely anxious before speaking, taking a test, and or engaging an important activity?

Many people do even when they are experienced and professional. What’s more, many of us feel that it interferes with our very best performance.

I’m an experienced meditator, and use deep breathing to relax and to get past the anxiety. But then I often have to ramp my enthusiasm back up.

So what if I could show you a quick but proven/effective hack that works for me and has some great science behind it? Will you use it? See and experience it for yourself?

It’s called the “I feel excited” hack. And it uses the fact that anxiety and excitement are biochemically very much the same thing vie...

By: Tracy A. Hightower

The O.O.D.A. Loop is a process we go through hundreds if not thousands of times in a single day. It is a process that defines how we humans react to stimulus. Colonel John Boyd coined the term O.O.D.A. Loop, in the 1950’s.

Colonel Boyd, known as the “Fighter Pilot who changed the Art of War”, was an F-86 pilot and commander of a fighter group during the latter part of the Korean War. He believed that when at a disadvantage a competent pilot could still overcome that disadvantage by “Attacking the Mind” of his opponent.

His observations led him to a greater understanding of Human reaction time and the coining of the term O.O.D.A. Loop. Colonel Boyd trained his pilots based upon his observations of Human reaction time and as a result his pilots had a 10 to 1 kill ratio over the superior Mig-15’s.Human reaction time is defined as the time elapsing between the onset of a stimulus and the onset of a response to that stimulus.

The O.O.D.A. Loop, which stands for Observe, Orient, Decide and Act, is Boyd’s way of explaining how we go through the process of reacting to stimulus. First we Observe, and keep in mind that although we process approximately 80% of the information we receive with sense of sight, we can and do make observations with our other senses. For instance you might hear a gunshot and not see the person who fired it. Once you look and see the source of the gunfire you are now in the Orient stage of the process. In the Orient stage you are now focusing your attention on what you have just observed. The next step is the Decide step in which you have to make a decision on what to do about what you have just observed and focused your attention on. Finally you have made your decision and the last step is to Act upon that decision. Keep in mind that the O.O.D.A loop is what happens between the onset of a stimulus and the onset of a reaction to that stimulus.How fast is your O.O.D.A. Loop? Well, that depends on several factors that can affect your reaction time. Simple Reaction Time is generally accepted to be around 220 milliseconds (Laming 1968). In simple reaction time experiments, there is only one stimulus and one response. Simple reaction time can be gauged in a variety of ways but basically a person is asked to place their finger on a button or a switch and told to manipulate that button or switch in response to a light or a sound. In this case the person is reacting to a “Known Stimulus” during the observe step and using a pre-determined response during the decide step. It should be noted here that many researchers have found that reaction to Auditory Stimulus is faster than reaction to Visual Stimulus. Perhaps this is because an Auditory Stimulus only takes 8-10 Milliseconds to reach the brain (Kemp et al., 1973), but a visual stimulus takes 20-40 milliseconds to reach the brain (Marshall et al., 1943).A more familiar example of simple reaction time is the “Brake Light Theory” You are driving down the road and you “Observe” the brake lights of the car in front of you come on. This is a “Known Stimulus” because you expect while driving to have this happen and because you expect this, you already have a predetermined response, which is to remove your foot from the accelerator and apply the brake. From the time we Observe the brake light (Onset of Stimulus) to the time we begin to remove our foot from the accelerator, (Onset of a reaction to Stimulus) less time has elapsed than if we were responding to an Unknown Stimulus, which brings us to the Flash Bang Theory. Our reaction time is slower when we are responding to “Unknown Stimulus” such as when Joe Drug Dealer is sitting in his living room watching the Simpson’s on TV after a long day of cooking Meth. Suddenly he hears and sees an object fly through the window. Just before it (A Flashbang) goes off is the point at which Joe is saying “What the &%@#”! His reaction time is slowed by the fact that he has to respond to unknown stimulus and this does not include what the effects of the Flashbang going off will further do to disorient him. Had he been watching the Discovery channel he might have known that Police sometimes use this tactic when raiding drug dealer’s homes and it might have been known stimulus had he been expecting it.There are other factors that can affect your O.O.D.A. Loop, some of which can be overcome with training. In 1952 a researcher named Hick confirmed that by going from one response choice (Decision Step) to two, response time increased by 58%. This is widely known as “Hick’s Law” and has been repeatedly confirmed by subsequent research.

It is because of this that we teach some of the things we teach such as various malfunction drills. If the weapon does not go bang when it should, the more choices our students have to choose from, the slower they will react. As an example if a student through training has learned that at any given time his/her firearm may ex...

IN TOP FORM’s MARKETING INTENSIVE PART 2:

We’ve reduced 3 Solid Days Of Marketing Strategies, Tactics, Hacks and Resources

From T&C 2017 into One Hour Of Solid and Actionable Nuggets

Today’s show is all about helping you, wherever you are on the marketing journey to get to where you want to be and to get way more ROI from your marketing dollars and time invested.

Whether you’re an accomplished marketer or agency owner helping others or you own your own business or professional practice you probably want more or better clients/patients or customers.

Strategy

Tactics

Hacks

Resources

Heard: “Advertising (which is a part of marketing) is the price we pay for an ineffective or incomplete brand and marketing,” So let’s make the brand and marketing better and increase ROI of all we do including advertising.

Most of what we’re showing you today is directly from T&C 2017 or we have combined it and adapted it to things we’re already doing

3 Days reduced to one hour (really 2 we expect to need a second show and Alex is traveling and we want his input as a pure internet marketer.

Review:

Conference

Note taking

Chronological order

Ryan Diess – Neat trick the mc says he’ll give back more of what you’re giving to him. Get him excited and audience already acting like it’s amazing stuff.

BIG SHIFTS:

1. Speed of change is constant new software then new versions...all about selecting teams and individuals that cal learn and training.
2. Bots and messenger and then using them to take the conversation back to humans.
3. Automation = leverage but it can suppress conversion to and be alienating
4. Dean Jackson : 9 Word Question
5. You can ask too soon with automation Give value first
6. Customer value journey:

Awarness – Engagement – Subscription – Conversion – (upsell)

Excite – Ascend – Advocate/Referal

Roland Frasier

25 Wicked Freakishly Effective and Wicked Smart Marketing Hacks That Work

Part 1 and Part 2 over delivered, went too fast delivered slides on slides hare through linked in. How we do that MOBIT

Perry Belcher

Do the research in advance....

So true

A little advance thought and planning and being open to being wrong

Mad Men Advertising Process

People Buy Things that make them feel better about themselves and that this is true whether or not the marketing message is positive or negative

People buy things that move them away from pain, anxiety, distress

People will not pay as much as to enhance their own status

People buy things to remind themselves and to tell others who they are.

Use the way human thinking already works....”we’re having a baby!” Boy or girl? We don’t know why we ask but we must...use this zeigarnick effect:

Peeling back the onion of emotional reasons to buy:

To be liked

Appreciated

Right

Feel important get sex

Feel secure/be secure

Attractive

Comfortable

Happy smart

Wise

Greed

Fear

Guilt

Who are they? What do they want? Where do they get information, what language do they use?

What do they value?

Know what your market wants and where it’s not being served:

Snooze the brunch restaurant

Part 2

Today’s show is all about helping you, wherever you are on the marketing journey to get to where you want to be and to get way more ROI from your marketing dollars and time invested.

And better ROI always means better CLIENT/CUSTOMER/PATIENT experience.

Whether you’re an accomplished marketer or agency owner helping others or you own your own business or professional practice you probably want more or better clients/patients or customers.

Strategy

Tactics

Hacks

Resources

Heard: “Advertising (which is a part of marketing) is the price we pay for an ineffective or incomplete brand and marketing,” So let’s make the brand and marketing better and increase ROI of all we do including advertising.

Review of last week and the client/customer/patient journey

Awareness

Engagement

Subscription

Conversion

Excitement

Advocacy: Testimonials

Promotion: Referals

Align funnels and metrics with these stages

Perry Belcher: Story

Nothing Is More Intereesting Than Trouble

Where were you on June 10th 2015? Vs.

Where were you on September 11, 2001?

Resources

Hellobar.com

HARO process

Content:

Build a master list of what you’re going to talk about for a year.

Build an editorial calendar (we’re updating the site process)

Integrate mutilple forms of content on platforms used by your audience

List Posts p. 79

Fishbone posts