553 – Telling stories and finding hidden gems: Tom interviews Emmy Wu

Episode 553 – Emmy Wu
[00:00:09] Welcome to Screw the Commute. The entrepreneurial podcast dedicated to getting you out of the car and into the money, with your host, lifelong entrepreneur and multimillionaire, Tom Antion.

[00:00:24] Hey everybody, it's Tom here with episode five hundred and fifty three of screw the commute podcast, I'm here with Emmy Wu. She is a 20 year Hollywood veteran, and she's going to talk about some really cool stuff with attracting audiences with for your high ticket offers with video and and you all know that I'm all into video. I've been doing video probably 40, probably before she was born. And you know, just one of my videos has brought in $13 million. So I believe in video, trust me. But she's going to I'm always the schoolhouse door is always open. I can't wait to hear what she she's going to talk about. All right. Hope you didn't miss episode five fifty two? That was Ed uniqueness. This was something that I one of my solo episodes about throughout my career to stand out in the crowd. You got you can't just do the run of the mill stuff. So that gave you a lot of ideas on what to do to really add some uniqueness to your business. Now, how'd you like to make big commissions? All you have to do is email me at Tom and screw the commute.

[00:01:33] Com and I'll discuss with you how you can refer our stuff. You can make commissions even in excess of $5000 for one referral and anything. We got all the range of products from seventeen dollars to fifty eight thousand, so you can make a lot of money referring our stuff and we never get complaints or lawsuits or anybody because we take care of our customers. All right. Make sure you pick up a copy of our automation e-book. This has saved me seven and a half million keystrokes, and that's not an exaggeration we estimated a couple of years ago, probably eight million by now. And you can get to your customers faster. You can knock your workload down. You can make more money because you'll beat your competitors to the punch, so download a copy of that. It's screwthecommute.com/automatefree. And while you're at it, pick up a copy of our podcast app. It's screwthecommute.com/app, and you can put us on your cell phone and tablet and take us with you on the road. Now we're still going strong with our scholarship program for persons with disabilities. I always knew that this my school was just perfect for people that had mobility problems and things, although when I started this, I wasn't expecting two of the people to be blind. All right now you talk about video.

[00:02:55] I take short videos that are nicer than mine and they are blind and they're by themselves doing it. So any time you, you cry the blues, when he's talking about video and you said, Oh, can't do it, I can't do it well, go watch their video and no, no excuses out there. So we'd love to have your help supporting this program. We've got three people in it right now. We're going to use some of the Go fund me money to to hire persons with disability to help run the program. I don't know. Maybe go fund me or give me some of that trucker money they stole from the Canadians. No. See, I doubt it, but I'd love to have your help on this. So check it out at IMTCVA.org/disabilities. Of course, that will be in the show notes, and it's something you can really be proud of. I'll tell you the change. These people's lives forever. So, so love to have your help on that.

[00:03:50] Let's get to the main event. Emmy Wu is known as the leading storyteller and strategist for leaders, creatives and visionaries. She works closely with her clients to discover the hidden gems in their story to weave them into storytelling that turns brands into legends. Emmy, you ready to screw? The commute?

[00:04:10] So ready to screw the commute. Thank you for having me. I'm so excited to be here.

[00:04:16] Oh, it's a pleasure. I'm all over video and when I see you, I've had three people from Hollywood working for me. Retired people one was one was nominated for an Emmy for The Winds of War miniseries. Again, that's probably before you were born. But but and the other guy was a celebrity promo director and another guy. So I was just amazed. And I really believe in professionals because so many people can just grab their cell phone and slop a video up there. But there's a lot of details to it. So. So tell us how you decided to start helping people rather than just doing videos.

[00:04:55] Great question. Well, I mean, I have always had a passion for telling stories with the visual picture. I've even as a little girl, I would just fawn over how music and certain images would be able to conjure a feeling that you just simply couldn't do with other mediums, like blogs or an Instagram post. And so I actually lived in Vancouver. In Canada, which is kind of Hollywood calls it, there are many Hollywood because a lot of films would go up there and be shot in our landscape and. But I eventually met a boy as many stories change it.

[00:05:42] Here's our first story, folks.

[00:05:44] Yes, exactly. And and he's American. So I when it came time for me to eventually move down here to be with him, I was like, Well, I guess I could find a media job or something, but there was just something about taking my skills online and having the potential to work on really meaningful projects and to just make this thing really my own was kind of what drove me to start my own business back in twenty fifteen. Oh, wow. So it was, yeah, well, I

[00:06:22] Was going to say I'm feeling kind of bad. You had to slum it and come down and get an American, you know, like,

[00:06:29] Oh, well, not nothing compared to the dating scene previously. So that was my win, but my.

[00:06:40] Did you ever hear of Kathleen Madigan? No, all right, she's a she's a comedian, she's really funny, but I always think when I'm talking to somebody about Canada, she said she did a tour up in Canada. She said, You know, Canada is like kind of like the attic to the United States. You know, it's up there and you forget about it, but it's got a lot of cool stuff up there.

[00:07:02] So, you know, it's funny. I always felt like I'm probably not the only one who thinks this, but we I feel like the U.S. is kind of like the big brother of Canadians, you know, and everything is just kind of like times. 10. Growing up as a Canadian, we were always exposed to American culture and media and everything, so it certainly wasn't foreign to me. But since moving here, I certainly experienced the differences between the two culture.

[00:07:33] Well, we have 10 times the guns and 10 times the crime, so there's a good oh

[00:07:39] Well, there's certainly 10 times more of the population. And I think that was one of the first things that hit me, you know, like, wow, a lot more people and that that certainly has its own pros and cons cons being traffic pros being opportunity and connections and you don't

[00:07:55] Have to worry about traffic while you're in Portland But I was going to say in L.A. because everybody has to stay home day to me. Yeah, that's true.

[00:08:06] That's true now, right?

[00:08:07] Yeah, this is so, so storytelling. Give us some. I mean, I hear hear a lot of terms that I never really understood because I kind of wing stuff. But but an archetype, what? What does that really mean?

[00:08:24] Hmm. Mm hmm. So I certainly didn't invent the idea of the archetypes Carl Young has, you know, worked through them extensively. So has Carolyn mice. And essentially, they are snapshots of the human psyche that help us to understand the different phases and mindsets, I guess, and growth patterns that are existed within humans as in all phases of life and something that I realized when I was teaching video marketing to my students and my audience was, there's this huge resistance to be on video. You know, so many people say, I hate the way I look and sound. And then once they would actually push themselves to be on video, they just didn't enjoy the process at all. They always felt like I either rambled or I would just freeze up. And so I thought it would be a really cool thing to help business owners decide which types of videos are most aligned with their personality and their business model, so that the whole kind of learning curve of getting on to videos and starting to become more fluent with them wouldn't be so painful. And so that's how the archetypes of video magnetism kind of came to be.

[00:09:55] No, is is the word arc like they talk about in movies all the time short for archetype. Is that what that is? Or is it a whole different thing?

[00:10:05] I believe it's a whole different thing. I'm not. I'm not sure entirely where the origin of that word is, but I would say between all the archetypes, there are certainly a story arc at play, and it's typically from stages of tremendous fear to stages of joy and exultation and and just truly being who you're meant to be.

[00:10:30] Well, that's scary, because if they knew who I was really meant to be, but I'll tell you a video when I run into that with folks, my students, I started them out on screen capture video so they know they can have a bad hair day and nobody sees them. They just hear them and they just capture the screen. But that's far from yours. I'll tell you what, I watch some of yours. What I one of the things that just really grabbed me, which maybe it shouldn't. But you know, I'm kind of a, you know, tearing things apart a little bit. But your music selection was just amazing on your videos. Oh, so so tell us a little bit about that. Of course, you got to stay copyright free. That's the that's the danger of just throwing some music on on a video.

[00:11:19] That's right. That's right. It's. Well, thank you first for mentioning that because it's it's very common that people say, Oh, what a beautiful video. You know, I love those shots and visually things stand out to people, but it's not as many. It's not as common for people to recognize just how big a role audio actually plays right in that whole storytelling process.

[00:11:45] I mean, that's what I mean. It should just make the feeling and not be the concentration of the feeling.

[00:11:52] Right, right?

[00:11:53] And if somebody is going down some of these crazy idiots that in horror movies that I better go down and check that noise, it sounded like somebody has an axe down there.

[00:12:05] Yeah, let me just walk down these dark stairs by myself.

[00:12:08] But then if you really pay attention, the music goes along with that. You know, that feeling of horror of what's going to happen?

[00:12:15] Yeah, yes. A foreboding yeah.

[00:12:18] Yours weren't very yours weren't horror at all. They were just beautiful. Yeah, yeah.

[00:12:23] Thank you. Thank you.

[00:12:25] So how how, how big a part out of like if if a video production is 100 percent, how much what percentage of effort do you put into the music?

[00:12:36] Oh, man. How do I even, you know, I would say it's it for me personally, and this may not be it for all filmmakers and all videographers out there, but for me, music plays a huge part in it because as we were just speaking about the archetypes, I also take my clients through this archetype kind of framework, so we nail down for them what is their main archetype? And then we build the story, the soundtrack, the look, the feeling based on their archetype and of course, their own brand.

[00:13:12] So it's right from the beginning, then it's not after you get all the shots and put the video together, then you think about music. That's not. Yeah, yeah, it's part of the deal.

[00:13:22] Yeah, I'm already thinking about what is the overall feeling of this brand. Is it going to be fun and upbeat and warm and relatable? Or is it going to feel luxurious and, you know, almost a little bit out of touch, you know, from from mainstream and ethereal? So all this the feelings that I'm trying to convey in the video go hand in hand with the music selection, and it's definitely something we plan in pre-production. Got it.

[00:13:53] Got it. So give us some tips about you use you help your clients use this for high ticket sales, right?

[00:14:02] Mm hmm. Mm hmm. Yeah. Myself in business as well. So I mean, as you know, video is the best medium for building, know, like and trust because people can see you, they can hear you. They can instantly get a feel for your vibe and whether or not they connect with you or they don't. And sometimes it's a great thing that people don't connect with you right off the bat, right? Because your videos literally filtering out who are your ideal clients and who are not. Now, when it comes to high ticket, there are definitely going to be some elements of the strategy that are going to be different from, say, using videos to launch a five hundred dollars course or a thousand course. Now I do want to differentiate, though, even in the term of high ticket, because I would say for a lot of people in the online space, high ticket is like anything from five to twenty thousand ish. However, outside of that high ticket is anything from mid five figures to multi six figures, right? It really depends on who your audience is, and I've worked with kind of both ends of those spectrums. Now, when it comes to high ticket, typically the client, you know, somebody who's going to pay for a multi five figure or six figure results or kind of deliverables there, they're not going to be sitting around watching your video series right there.

[00:15:49] They're not going to tune in for an hour long live video while you ramble on about stuff. It might be very valuable. It might be very actionable, but we just have to understand that these people are really busy and so we kind of come at them from a slightly different perspective. So something that we have done on the agency side and I'm about to spill my secrets here. When it comes to video, we actually don't use video as the very first step. We simply use email and copy as a way to kind of start the conversation. And once we've gotten their attention, then we use video to build that relationship and that rapport, which surprisingly well, or maybe not surprisingly leads to bookings. Because ultimately, once they've seen you and seeing you kind of walk through personalized advice for them, they're much more likely to trust you and say, All right, I can at least spend 20 minutes on a call with you, are you?

[00:16:57] So excuse me, are you talking about something like Lume, which is the program that makes custom videos and emails actually work?

[00:17:10] Yes, Loom is a great tool. There's also video ask, which is another great tool. I'm old school, so I'll just use screen flow and literally record my screen with the with the walkthrough. And there are several tools nowadays, but yeah, it's wonderful how these tools have made that process so much easier. Even if you're not very techie, well,

[00:17:33] I see I've been selling online since there was online, and so in 1994 is when the commercial internet came along. And I can remember the days when you would download three hours to watch a two minute video that was about one inch big, you know, so. Right, right, baby, right?

[00:17:56] It's true. I mean, yeah, if you if you want to take a walk back in time, I remember when you know, we don't even have cell phones.

[00:18:05] Yeah. Oh yeah. I actually had the first cell phone in my city and it was in a suitcase. I still have it in my garage. It was in a suitcase, it was a mobile phone and it was it was almost like a marine phone that I'm on a boat, but it was in a very right case.

[00:18:25] Yeah, I mean, those things were not very mobile. They're pretty big, you know, and and you were definitely considered like, cool, oh, you have one of those phones.

[00:18:35] I didn't have anybody to call, but that was cool. So, so what are some of the, you know, let's talk about length of a video. What what is your thoughts on that?

[00:18:49] So this is a really common question that I get. How long should my videos be? And the truth is it really depends on your goal and it really depends on your platform. So there I would say, you know, definitely since the beginning of the pandemic, there's definitely been a push for shorter videos. And we see this with Tok taking over Instagram. Then Instagram madly trying to catch up, pushing Instagram Reels. That's right. And then now also to try to put a shorts, right? Yeah. So there's definitely this culture of quick, short digestive fun. Let's get to the point and move on. And that certainly speaks for one area, one part of the demographic. And yet we can't forget that every social media platforms goal is to keep users on that platform. And so just because short form video is kind of the popular thing right now, it doesn't mean that we should ignore long form and in fact, long form videos. Whether you, you know, do it in the form of a pre-recorded where you're teaching something or even say like an hour long webinar type of video. I believe that those are actually really good to kind of sprinkle among your other content.

[00:20:18] Well, listen, Sammy, this is I watched an hour and 15 minute video on how to raise chickens.

[00:20:28] Oh, so you were invested in the topic that I'm guessing?

[00:20:33] Well, when I got done with it, I thought, You know what? I'm going to go buy some chicken and eat it because this is too much trouble, so it did its job, you know? Right?

[00:20:44] Yeah, it definitely educates you, right?

[00:20:46] So you're you're basically saying a mix is is best because you'll, you know, some people will like longer ones, some people will like shorter ones. So if you have a mix, I guess you can cover more people.

[00:20:58] Yeah. And that's that's always been what I have done in my business and something that we encourage our students and clients to do as well, especially if you're going to be taking over multiple different platforms, it's going to be a must for somebody who's scaling beyond six figures into seven figures and multi seven figures, then yeah, getting your message global and across as many different platforms is is going to be a focus now. If you're, you know, kind of rocking your side hustle and you're wanting to turn this thing into a full time gig and don't worry about being on all the platforms all at once, it's much more important to focus on one. So before asking yourself, how long should my video be? Ask yourself, where are my ideal clients actually hanging out and do a bit of research? You know, are your ideal clients actually hanging out on TikTok, or are they going to be on Facebook? Because those two platforms then require very different video marketing methods and different lengths? So determined determine determine where you're going to be focusing, and then that can help to inform your strategy.

[00:22:08] Now what are some of the elements that you believe must be in videos for high ticket sales?

[00:22:17] So you must convey the the value or the benefit of why somebody needs to stick around for that whole video, whether it's 15 seconds or whether it's an hour and 15 minutes within the first 10 seconds. And this is an absolute must because within those first few seconds is when your viewers deciding, is it going to be interesting to me? Am I going to stick around or am I going to bounce? And studies show that, you know, as the video progresses, you are going to drop more and more in in viewership. So that's why it's so important to get the viewers attention in the beginning. And if you are creating a longer video, are there kind of milestones or engagement driving elements that are sprinkled throughout the duration of the video that keeps that viewer engaged and watching?

[00:23:16] What are some examples of that?

[00:23:19] Yeah, so a great example. I'll give you two, actually. One is in live video, right? I see so many people just going on and saying, Oh, hi, I'm going to wait for people to come on, you know, do the whole thing. And then 10 minutes later, they're finally talking. Don't do that because you're actually going to get a ton of replay viewers. So try and communicate the value up front and get into it, and you'll leverage that replay much more than you would. So if you're kind of stretching it out and and playing it out. So in that live video as well? Make sure you are intentionally engaging your audience through, you know, asking them questions. What do you think about that? Are you this way or that way? Pop it into the chat box, deliberately prompting their engagement will drive engagement, which then tells the algorithm, Oh, this is good content. People are liking their commenting. So the algorithm is then going to push you to more organic views. Whereas if you don't do that, then the algorithm is going to go, Oh, this is probably a boring video because no one is doing anything, so it's going to actually limit your views. So this is actually going to be different in pre-recorded, though. And another great example that we actually did for a client VIDEO Because it was pre-recorded and these were training videos that were like half an hour to 40 minutes long. We had to come up with a way that to keep viewers engaged throughout the entire video. So one strategy was teasing and eluding towards something that your audience will want to know about. Kind of that's fun or provokes curiosity at the end of the video.

[00:25:09] And so that kind of gives them an incentive to listen in to the clues and hints and get to the end. Another really important element of pre-recorded where you can't drive engagement right there on the spot is breaking up the tempo. So when somebody is like talking for a very long time without any change in tempo, that tends to get boring and that tends to drop viewers along the way. So something that you can do is and something that we did was we added these little interludes of a story in between the clients teaching content. So it was almost like it would tell the story a little vignette of the story in between her speaking portions that would continue on at about every 10 15 minutes or so. And so that was it was almost like, you know, when you watch a TV show or a movie, you're never just following one storyline. There's multiple storylines that's keeping the viewer engaged. And so we basically try to replicate that by having concurrent scenes, so to speak, that helped to keep the viewer engaged. And then finally, this pre-recorded video had engagement triggers that prompted the viewer to take action beyond the video. So we almost gamified it where there was incentive for the viewer to not only finish the video, but to really understand it and absorb it because there would be some action that they would have to take afterwards where they could potentially win prizes. So there's really this element of gamification and essentially giving the viewer incentives to watch and be engaged along the way.

[00:27:00] Yeah. And I love some of the things you talked about there, the curiosity and copywriting. We call that the Zagorin effect because Bloom is the Garnock discovered the the trait of the human mind that they cannot stand unfulfilled. Curiosity. And so they have to stand in there, and I've had two news directors from major TV stations in my program before. They said, Oh yeah, we just lie to you. Yeah, we just, you know, in the news, you know, it's going to be in the next segment. Oh yeah, it's going to be at the end of the show. Yeah. I tell this story. I was speaking in Los Angeles one time and I'm I'm putting my tie on trying to get ready to go down to speak. And the news is on and they said, Hey, guess who? Britney kissed? We'll tell you in the next segment. And I'm thinking of I'm thinking to myself, I don't give a damn about Britney Spears. I wonder who it was.

[00:28:00] Right? I know, right? Yeah.

[00:28:01] And then I'm there dawdling around, and the next segment, next segment goes by. It turns out it was at the end of the show. There's this kid that she married for, like 12 hours in Las Vegas, almost late for the speaking engagement. That's really, really powerful stuff. And another thing you talked about 10 seconds. If you happen to be doing YouTube instream ads, you got five seconds because they can click the skip button after five seconds. So you got even jack it up even even more. And then in the power of the story's Emmy boy, I'm so glad you're talking about. This is because I used a I used to speak in the meetings industry to other meeting planners a lot, and they would come up to me beforehand at their meetings and say, Oh, Tom don't feel bad if people get up because they have to go, go back to work. It was luncheon or something. And I said, I'm sitting there thinking, you watch. And so so I would do a cliffhanger story, so I would start a story. And then you wouldn't hear what happened until the end. And afterwards the lady came up said, Oh, they loved you. They they never stay for the whole thing. They're always I said, Well, there you go. Story. The story did it. So, so so what the what do you what have you coined as parts of a story?

[00:29:29] Hmm. Well, I mean. How long is this show?

[00:29:38] Well, this is just the major sections like, for instance, my definition is is problem intervention and results that would be like to boil it down. Yeah, how about you?

[00:29:50] Well, I. So we all know of the hero's journey, right? The hero and then the heat. They meet a challenge. And then there's kind of kind of a rise to action or a rise to to be different somehow.

[00:30:04] Now that's a story about yourself.

[00:30:07] The one it can be, it can be. It can be used in many different ways, but I actually encourage people to tell a story of their audience, right? But we can we can get to that, too. But for me personally, within the framework of the archetypes. And also because most of my audience are females, I don't typically use a hero's journey story arc to tell the story, but rather the heroine's reclamation. So one false, I guess you can say of the hero's journey is like it's in some ways kind of a flat storyline, right? It's like the hero meets the challenge and they win. And then it's a happy ending, of course. Very simplified, but. It shows that in order for a character or a hero to attain success or to win in that situation, they have to defeat this villain or this obstacle. Now, in real life, it rarely happens that way, right? It's not like we overcome a challenge and then we have a happy ending.

[00:31:25] Well, where it worked for Rocky,

[00:31:27] But that's necessary. Yeah. Well, I don't know. Now there's Creed, you know? Right? Oh boy. So instead of just kind of letting the story end at that point, I think it's important to tell the story of this cyclical emergence of of kind of your highest power or the client's highest power, just this allegory to who we're supposed to become. And so with the heroine's reclamation, when they go through the challenge, oftentimes they're they're not just beating the villain, but they're actually reclaiming a part of themselves. And this part of the story can go can repeat itself. So I'm not going to bore you and your listeners with all the details of that. But I will say that an important part of the story, though, and not in terms of its structure, exactly, but how you tell the story and which story you tell. Yes, it's about you, the owner, the marketer, the CEO. You're just the vessel of the story, though the story that you tell actually should be the story of your audience. It should be the story of your ideal clients and your ideal customers. And when a story really winds and kind of captures the hearts and minds of your audience is when your story actually mirrors the experiences of your ideal clients. And that's when you really connect with people and move people. And they're like, Yes, I want to work with you. I want to buy from you. I want to be in your world now.

[00:33:11] Are you saying that this reclamation idea is better suited to women?

[00:33:19] You know,

[00:33:21] Because we'll get in trouble for being sexist and they'll screw the commute?

[00:33:27] No, it's it's not just for women, and I'll give you a share a little bit of the reasoning why in my research of archetypes and of storylines and of the hero's journey, what I came to realize was our kind of Hollywood telling of the story. We would always follow the hero's journey that that's kind of the modern way of telling stories, and there's nothing wrong with it. It certainly works, and that's why we see it over and over again everywhere. But if we were good to go back in time and look at more traditional forms of storytelling across different cultures across pre-modern times, you will see that across mythology with the Celtics, with different indigenous groups all across the world, the most revered and feared characters are actually these goddess archetypes who basically come and create revenge in in for whatever injustices have been done against them. But they are actually reborn again and again and again in different forms, and in order to complete different stories in that different form of of life, if that makes sense. So in some ways, it's a more complete way of telling the different phases of evolution that we all go through.

[00:35:04] Wow, you're really deep.

[00:35:07] Yeah, I know, right? I bet you did expect that.

[00:35:11] Yeah, I'm like a country bumpkin over here like, Oh, I'm out of my league here with this lady's mind. Oh no, I.

[00:35:19] I'm just very fascinated with mythology and story and the origins of story, you know? And I'm always trying to dig deeper and ask, why and how can we improve and refine?

[00:35:31] I'm totally into it. So, so now I'm going to ask you to tell us a story about your your client who made three times their revenue in one week.

[00:35:43] Yes. Yeah, so she came to me because she was essentially overwhelmed, overworked. She was working every single day, seven days a week, and she was still only bringing back like two thousand dollars or so or like the odd snail, and it was just this constant feast and famine. And she was like, What is going on? What am I doing wrong? I have a specific target market, and yet they're not hearing me or something. And when we dug under the hood of her business and part of what I do is look at who they are, really try and excavate, what are their core unique strengths? How do we bring that into their marketing message and that story? And then also is their business actually aligned with who they are? So meaning their offers? And in this specific example, this client had created this mishmash of digital offers of courses of e-books and mini courses and this and that that were creating a very confusing customer's journey. And so people would maybe buy this hundred dollars course and then think that the journey was over because there was just literally no clear place for them to go next. And so what we did was we consulted her, her offers.

[00:37:07] I told her to take all those digital offers off of her website, and we're going to focus on one core premium offer. And we refined the marketing message that highlighted her unique strengths from her story and her lived experience of why she wanted to work with this demographic, why she is absolutely the best person that her clients should be choosing to help with this and focused one hundred percent of our efforts on that one offer. And you know, she's like, So do I give up all these digital offers? I'm like, You know, you don't have to just keep them in the back end of your business. You can integrate them into your other offers. But let's just do this experiment and focus on this one offer. And surely enough within a few days of working with me, somebody signed on and it was the biggest ticket offer that she had ever sold. And then we I had her, you know, share the story, share the offer. And within weeks she had sold, I think, three or four very easily just by sharing her story and just truly who she is. Well, and

[00:38:19] Concentrating, you focused her because, you know, a confused mind votes. No, always, you know, so all these things spread out over the place. So it's yeah, you really helped focus in and now. Well, how long was the process to get her to the point where she could do what you just said?

[00:38:39] Mm hmm. So in order to just complete the logistical aspects in terms of, you know, looking under the client's hood, you know, really assessing their marketing materials and their offers, you know, that doesn't take more than a couple of days. But the hard part, I would say, is for the client to really stick to the belief that they can charge this premium price and for them to believe that they're good enough to offer that premium offer. That is the hardest part, and that's usually what takes time.

[00:39:17] Well, this friend of mine is a really big shot in the publishing industry, and I heard him in a speech one time, he said. He said I'm five hundred dollars an hour for consulting. He says I'm thinking about raising my fee to a thousand an hour and then giving him a five hundred dollars an hour rebate. If they just do, what the heck? I tell. That's the thing. Yeah, you can land a horse to water kind of thing. So I

[00:39:48] Know so. But I think with pricing, though, we are so accustomed to pricing ourselves mainstream, you know, based on what we see based on where we shop, based on seeing these brands put on huge Black Friday sales. So of course, we're going to think that lower prices lead to more sales and maybe if I discount, that's going to make me more affordable. But we forget that those high ticket clients are not looking at price, they're looking for a result and they're looking for a very specific result in transformation.

[00:40:23] Well, actually, if it's too cheap, you know you alienate them, they can't believe it any good.

[00:40:29] Absolutely. And so instead of just thinking about, Oh, what can they pay? And in terms of the pricing, look at your pricing as comparative to the value that you deliver that client. So depending on who you're working with, you're your pricing should reflect the type of value you provide that type of client.

[00:40:51] Absolutely. Ok, so we're going to take a brief sponsor break. When we come back, we're going to ask me what a typical day looks like for her. Does she have a morning routine, what she eat? Does she work out all the all the stuff that we hear from a lot of folks and how she stays motivated? And then she's going to tell you about a free event that she's got coming up and how to find it? So folks are about twenty four. Twenty five years ago, I kind of turned the internet marketing guru world on its head, and the guys at my level were women too. But not not that many in those days we're charging fifty or a hundred thousand bucks up front to help people, and I knew a lot of these people. You give them 50 or 100 grand up front. They'd be hiding out in Vancouver somewhere. Vancouver Island and party. And you'd never find they wouldn't help you. So I said, you know, that's too risky. I'm a small business advocate. I'm going to I'm going to turn this upside down. So I charged an entry fee, which was way smaller than the fifty grand, and then I tied my success to their success. So for me to get my fifty grand, you have to net two hundred grand.

[00:42:01] Well, people really like this idea and seventeen hundred students later, it's still going strong and so many unique things about the program. You get the immersion visit to the Retreat Center and Virginia Beach. You get a separate trip to our TV studio to shoot videos for you all inclusive and we everything is one on one. You know, I tried group coaching and I had the dummy fy everything to the lowest common denominator, and it wasn't up to my standards, so I quit doing that. Everything is one on one with me and my staff. So if you're a beginner, you're safe. If you're advanced, I'll talk to you at high levels and and everything in between. And there's just so many, you know, I Triple Dog dared other marketers to put their program up against mine. Nobody will do it because I'm a crazy fanatic. You talk to me on weekends, evenings, holidays. I don't care. I just want your success. I got to quit doing this 20 years ago, but but I just love it. People ask me all the time, When are you going to retire? And I'm like, From what? You know, I just do my thing. My hobbies are all tax deductible because I make websites for them and sell products.

[00:43:11] It's just just a great lifestyle business. So and you get a scholarship to the school. I was talking about where we're helping the persons with disabilities that you can either use yourself for extra training or gift to someone. And I'll tell you what you know, I have a TV show in development in Hollywood called Scam Brigade. And you know, if the college is nowadays, those people would be in jail if they weren't college because of the rip off fees. They're charging people and putting the kids in debt. And then they're, you know, they get out with their MBA and competing for jobs at Starbucks. So, so my school is not like that. You get a highly in-demand skill in either start your own business, work for somebody else or both. So check it all out at greatinternetmarketingtraining.com.

[00:44:02] All right, let's get back to the main event. We have Emmy Wu here, and I think she named herself to shoot for an Emmy. I'm not sure, but she did say she had a story about her or her name. And so Emmy, tell us about your name and then tell us what the daily routine looks like for you.

[00:44:21] A year ago, you just had to ask me about my name, didn't you?

[00:44:24] Okay, so

[00:44:27] So the story is I was actually born in Taiwan, and so my Chinese given name is Taichi. And it means light of the morning because I was born at four o'clock in the morning. But when my parents immigrated to Canada, they wanted to give me an English name. You know, I was just four years old at the time, but I always played with this girl next door and her name was Amy, and I loved Amy. She was like my best friend and we did everything together. And so when my parents said, What do you want your English name to be? I said, I want it to be Amy. And so off they went to the immigration office and then they came back later and they're like, OK, here's your name, Emmy. And I'm like, Honey, I want it to be Amy. So that's what happens when you send Chinese parents with an accent to the immigration office. I ended up with me, so that's the story of my name.

[00:45:31] Ok, so I got a I got a story to go along with that with accent wise. But but I do want to ask you, do you still have relatives in Taiwan? Because aren't people like freaking out over their late?

[00:45:43] Yeah. No, not anymore, unfortunately. I did go back in my early twenties and explored, and it is beautiful and also at the same time, I'm very grateful to have grown up here in the western world.

[00:45:58] Yeah, I'm just, you know, with all the stuff that's going on in the news about potential attacks on it, it's just just very scary nowadays. But anyway, with the accent, so so I had a student that was a concierge in Las Vegas and and she wrote a book called You want what you know, because they get all these things. And so this this this guy, this guy came and asked her he he wanted a virgin chicken. And so she's, you know, these concierge is, you know, if they can't find what you want, it's kind of an affront to them. They're professionals and they really want to do a good job for you. So she's calling all the chefs at the Paris hotel where she worked. Nobody ever heard of it. She called all the chefs she knew and all the other hotels nobody ever heard of. She called the chicken supplier. It was fake, it couldn't find anybody doing it. And so she's kind of defeated basically. And she's she's apologizing to the guy. And he was Scottish, and he wanted the Virgin Airline check in.

[00:47:15] Oh, wow. I never would have guessed that either.

[00:47:20] So. So hey, what's what's a typical day look like for you?

[00:47:25] A typical day. I'm definitely a morning for morning person, so I'll usually get up probably around 6:00 ish give or take about an hour, depending on what time of year it is. I'll start the day first by doing my workout because I'm one of those people that if I don't get that in first thing in the morning, it's probably not going to ever happen. So. So I get that done.

[00:47:55] You go somewhere at home or what?

[00:47:57] I work out from home, so I use the kettlebell and the sandbag and I get it done. And then afterwards, I usually do a little bit of journaling, journaling and just kind of planning my day a little bit and then we'll take a shower and get ready. And and then after I've had my shower and put my face together, that's when I'll come and sit at the desk and start to do my work. It's really important that I set aside that hour or two just to have my morning routine before the world even touches me. That's what's really important.

[00:48:36] So putting your face together, I try, you know, mine is broken. I admit that. So back together, it's kind of impossible. So, so so when do you create stuff? I mean, do you do it when you're fresh in the morning or when do you talk to clients and that kind of stuff?

[00:48:56] Yeah. So the way I like to block out my week is with themed days. I learned very early on that sprinkling my mentally heavy work with client calls is not a good idea because I would just kind of go halfway on both of them. So right now, what I do is I typically do all my client calls on Tuesdays and Thursdays, and then Mondays, Sundays and Mondays actually is what I call CEO Sundays and CEO Mondays. So that is when I'm working on the business instead of in the business. So typically this will be times where I'm doing interviews like this with you or I'm recording a bunch of videos or I'm planning out my next launch and working with my team to build out the assets. And then throughout the week, typically I will theme the days depending on kind of what I'm going through in the quarter. So there will be days where I am focused on client work. There might be days where I'm focused on content creation. So it I I get in my good mix of everything that I need to do on a week by pacing myself out. Because one of the most important things for me and I think coming from the film industry, I have a little bit of a workaholic streak in me. So I'm the opposite of somebody who is hard to get motivated. I will get into my vortex and not stop. So it's really important that I actually even put into my calendar my workout routine when I take a lunch break and when I shut off and create that daily spaciousness so that I can be productive for the rest of the days. So.

[00:50:52] Tell us about your free event that you have coming up, you're working on.

[00:50:57] Yeah, so we're really excited about this because this will be the first time we're ever doing this. It's called the elevated CEO Virtual Retreat, and it's going to be held at the probably February twenty eighth or first week of March. We still have to determine exactly, but it's going to be a one full day where you're getting live trainings about streamlining and systematize in your business so you can go from overwhelmed and stressed out to being ready to scale. And over the years, I've found that the key reasons why clients and people come to me when they feel overwhelmed is because there tend to be something wrong with the three important levers in their in their business. And that's with your lead generation systems, your sales systems and your client fulfillment systems. So we're going to go through all of that in detail so that you're going to be scale ready and not overwhelmed anymore so you can be really productive and excited for your business again.

[00:52:05] And how do they find where to where to look for this?

[00:52:10] Yeah, so they can just go to my website anyway.

[00:52:13] And you folks y w you.

[00:52:19] That's right. That's right.

[00:52:21] It's not like WooCommerce.

[00:52:23] That's right. You know, good catch. So yeah,

[00:52:27] Yeah. Yeah, so. Well, thanks so much for coming on. You gave it a lot of good tips, folks. Just to recap a little bit. Vary the tempo and your stories and make sure you get engagement. You can gamify. You got engagement triggers. Make sure you go back and listen to this episode. Of course, it'll be in the show notes and the transcript of these things that you can put in your videos to help sell those high ticket products. And you can get a hold of me at her website at emmywu.com. And make sure you don't miss that free event. And thanks, Emmy. Boy, sure lit us up today.

[00:53:10] Thank you so much for having me, Tom, I just had a blast here.

[00:53:14] Well, we can't wait to see your next big deal that you come up in and rocky 15. You'll probably be the the the chief video person on it, right?

[00:53:26] I yeah. Well, maybe only if Michael B. Jordan is involved.

[00:53:30] Ok. All right, everybody. We'll catch you all on the next episode. See you later.