702 – Make it clear and simple: Tom talks Understandability

Episode 702 - Understandability
[00:00:08] 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 702 of Screw the Commute Podcast. Today, we're going to talk about understandability. And you're saying like, Tom, I don't really understand. What do you mean, understandable? Well, understandability means when you're selling something or you're teaching something, can people understand what the heck you're talking about, especially in the beginning. And as we're going to talk about how this can really increase your sales of what you do and reduce refunds and all that. So we'll get to that in a minute. Hoping to miss episode 701 that was on email angles. This is how I can send out emails over and over and over again promoting the same thing. But nobody gets mad and I only get a tiny amount of unsubscribe and no complaints really. So that's email angles. That was episode 701 and if you want to get to it back episode, you go to screwthecommute.com, slash and then the episode number. That was 701 and today our summit kicks off at screw the commute summit. I hope the heck you've signed up for it by now I've been hammering you to death about, but make sure you go over and sign up at screwthecommute.com/summit2023 because this is today is my session on a three pronged attack on a seven figure income and I developed it because people needed to understand stuff to get started.

[00:01:58] And so it's a perfect example of me using that in real life for all these years because I developed that idea in around 1996. All right. So, so go over and get on the summit. It's totally free. You can buy the videos if you want, but you don't have to. All right. And follow me at tiktok.com/@digitalmultimillionaire. That's my handle over there.

[00:02:21] Now let's get to the main event here. So when I started teaching Internet marketing for small business, that was around late 1996, I noticed quickly that there were so many moving parts that people who desperately wanted to learn what I was doing. I mean, they were begging me to teach right online, but they were having a hard time seeing the big picture. I equate it to a jigsaw puzzle where there's all these pieces, but you don't have the box. And I tell people, I'm the box. I show you how to put it all together. But when they're having so much trouble, I knew I had to do something to make the training more understandable. That's when I developed my three prong attack on a seven figure income, which is, like I said, what I'm teaching in my first session at my summit today.

[00:03:12] And I really want you to go sign up for that thing at screwthecommute.com/summit2023. All right. But anyway, this three prong attack idea has so much success. I saw the need to make a big, big emphasis on making whatever I was teaching. Totally understandable, at least on the front end. And I'll get to that in a second. But by paying attention to this concept of understand the ability. I get comments all the time like, Oh, Tom, you must have majored in instructional design or something like that. You must have a PhD in that or something. I say, I say no. I just grew up in a small town where we we had had to have common sense to survive and get things done. So basically I just put my training together in a logical order. In other words, I think what has to be done in what order? And then I tell people to do the first thing and then do this second and on and on. All right. So simple as that, folks. All right. Well, so what do you mean? That I'm totally understandable on the front end. Well, that means see, See if I hit people in the face right off the bat with the intricacies and super details of what I do and what they want to do, they will be discouraged to the point they won't even try.

[00:04:45] If I can make things understandable up front, especially the benefits of doing whatever I'm talking about and give them some easy starting steps, well then people are more likely to get started and they can deal with the harder stuff later. If I hit them with all the hard stuff right off the bat, they probably won't start at all. Or they'll seriously overpay someone that they erroneously think is going to do it all for them. And there's a fat chance of that working out. I do the same thing when speaking. I could snow the audience in a few minutes and I'm not blowing my own horn. It's just I've been doing this 29 year straight selling online. So I could snow them in a couple of minutes with all the stuff I know. But what good would that do them? I mean, it might stroke my ego as being Mr. Big Shot, but it wouldn't help them a bit. That's why I speak at what I call the hope level. I'm pretty sure I invented that term in the speaking industry, and that means I deliver my talk just slightly ahead of where they are, so they get the feeling they could do what I'm talking about. Now, what I'm suggesting here is that you seriously look at what you provide your customers, even if it's a physical product.

[00:06:08] How can you simplify what it does so that the person considering buying it says in their mind at least, Oh, I see what you mean. I could really use that. That's what you want from them. Or if you're teaching something, what can you say in the beginning to show them the benefits of working through the training? And what can you do that gives them some easy steps to accomplish, which helps them build momentum for the possibly tougher training later? So make an effort to make what you do understandable and people will flock to you. Even if you have competitors. I mean, they'll come to you because basically you are making an effort to not make them feel stupid. All right. Where your competitors may just want to show off how smart they are, which drives away prospects because they feel they could never do or have what's being presented. Now, one thing you could do is get friends who really don't know what you do to evaluate your explanations and your web copy and all that stuff. The only problem with that is they might not want to hurt your feelings telling you how terrible your crap is. Right. So better yet is the higher some people in your target market hire them and have them give you honest feedback of what they didn't understand. You make the changes and give yourself and you'll give yourself a much bigger chance of selling more.

[00:07:46] So that's a little brief on Understand Ability. It's been working for me since 1996 and I know it will work for you if you take the time to get an objective look at what you do and make sure it's understandable because it's too easy nowadays for them to just turn to somebody else or something else or to YouTube and tell you to take a hike. All right. So you don't want that. Now get signed up on the darn summit. Screwthecommute.com/summit2023. And there's 32 sessions this week and it's on demand, which means you can watch it any time you want, day or night. You don't have to sit there all day like the old style summits. And they have a sweet deal, a real cheap deal on the videos. And I've got a guy running the whole thing for me. He kind of invented this new style. Summit that everybody loves, I got to tell you. So check it out. Screwthecommute.com/summit2023. And if you want my training personally one on one with me and my entire staff, then of course you know to check out greatinternetmarketingtraining.com. What better time to really kick it off than 2023. All right. Catch you on the next episode. See you later. And I'll see you at the summit.