After being in business for many years, I started to notice certain principles that by living by them, they seemed to create more success for me. Then I started telling them to my mentees and they seemed to have more success when they adhered to them. And over time, these principles seem like they were totally solid and worthy of memorializing, which I did by making posters of them and hanging them on the wall of my school. And now in this episode, I guess I'm memorializing them in a little different way.
NOTE: Complete transcript available at the bottom of the page.
Screw The Commute Podcast Show Notes Episode 172
How To Automate Your Business – https://screwthecommute.com/automatefree/
Internet Marketing Training Center – https://imtcva.org/
Higher Education Webinar – https://screwthecommute.com/webinars[01:51] Tom's introduction to My Theories [03:01] Pizza Shop Theory [04:34] Totem Pole Theory [05:59] Publicity Theory [07:30] Intellectual Property Theory [09:02] Public Speaking Theory [10:17] A few quick theories [15:12] CSI Theory [16:40] Web Designer / Search Engine Optimizer Theory [18:15] Chess Theory [18:58] Shampoo Theory [19:34] Internet Marketing Theory that you can live buy [20:16] Sponsor message
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Episode 172 – My Theories
[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 172 of Screw the Commute podcast. Today, I'm going to talk about the theories that I have developed and witnessed and lived by over many years to help with success in both life and business. So so check those out. All right. Check out our podcast app in the iTunes store. You can also go to screwthecommute.com/app where we have instructions that show you how to use all the fancy features and all you can take us with you on the road. All right. I also want you to check out my mentor program. I mean, it's the longest running, most successful ever in the field of Internet marketing running over 20 years. I was teaching people even, you know, three or four years before that. So check it out at greatinternetmarketingtraining.com and compare it to any other program on Earth. And I guarantee you, you can't come up with a value that holds a candle to my program. I'll even send you a special document that as a checklist to ask questions of anybody else. You're thinking about hiring to help you with your Internet marketing stuff. You'll be amazed that some of the things you should be asking to keep yourself out of trouble. Anyway check out my program at greatinternetmarketingtraining.com. And if you want that checklist, just e-mail me at firstname.lastname@example.org.
[00:01:56] All right. Let's get to the main event. After being in business for many years, I started to notice certain principles that by living by them, they seemed to create more success for me. Then I started telling them to my mentees and they seemed to have more success when they adhered to them. And over time, these principles seem like they were totally solid and worthy of memorializing, which I did. By making posters of them and hanging on the wall of my school. And now in this episode, I guess I'm memorializing them in a little different way. I'll be mentioning and explaining them in no particular order. Some may apply to and some may not. But I might warn you that it's probably not a great idea for you to dismiss any one of them. I mean, maybe you're not at a point in your life or business where you realize the value of the theory just yet. Just keep them in mind and maybe print out the show notes so you have a copy to refer to when the time comes that a particular item may apply.
[00:03:05] All right. Here we go. This is my pizza shop theory. See, there's a great demand for pizza in the world. If you make a good pizza and run your pizza business, well, you'll get your fair share of the business. Now, I use this theory all the time with my mentees when they're worried that there are already too many products in their field. They wonder how theirs is going to compete. I wish I could show you my six foot banquet table I have here at my retreat center. It's stacked three feet high with tennis videos and books. I'm a tennis nut. When someone is passionate about a topic, they'll buy everything. They can get their hands on that topic. And I'll bet there's at least five totally different videos on how to serve. And hey, if one of you out there makes a tennis video on how to serve. Or for that matter, on how to do anything, tennis court. I'll buy it. And I don't care that you're probably not Roger Federer listening to this podcast. I'll buy it anyway. See if there weren't any products on your topic in the marketplace. You've either hit the lottery or nobody could make any money in that market. And you'll lose your shirt by making a product in that market. Most of the time you'll lose your shirt. The more products there are. That means there's a big market and the pizza shop theory applies. Do a good job and you'll get your fair share of the business.
[00:04:39] All right. Now, the totem pole theory, see a totem pole doesn't just appear out of a tree. For those of you that don't know, that's kind of an Indian thing. And it's a straight up pole that's painted and carved in everything. But it just doesn't appear out of a tree. You've got to chop off the branches. Rough out the design, polished the design and paint it. Well, that's the way it is on your Web site. And just about anything you create in your business, you can have the most thought out plans in the world. And when you put it into practice, it just may not come out the way you thought. Fortunately, in my field of online and digital products, you can start chopping off those branches and roughing the design without spending a fortune. And you can try things and see how they work. And if you don't like it, erase it and try something else. Then you can start polishing what you're doing. And as long as you take my advice and learn how to do many of these things yourself, that doesn't cost anything either. You then put the metaphorical final paint job on whatever you were creating and release it to the public. Then you start getting feedback from real people and you make changes that polish what you were doing. Even more so. Don't forget the totem pole theory.
[00:06:04] The publicity theory. The only way to exceed the standard fees in your industry is to become better known now. Besides copywriting, which I highly suggest you get involved in my copywriting901.com course. Publicity can make you a lot of money. Quickly. I'm reminded of the cosmetic surgery doctors on reality TV. These doctors were probably no better at cosmetic surgery than any other board certified cosmetic surgeons. But because they were on TV, people flew in from all over the world to have their work done by these TV doctors and they paid a premium price to do so. They most likely bragged to their friends that they had their nose fixed by the famous TV doctor. That the same thing applies in any field. I mean, if you're better known and you've been featured on TV and radio and in print, you can charge higher fees than are normal for your industry and you'll have way more people to sell to because more people are exposed to you. So you can check out my e-book, How to be a kick butt publicity hound. I've got a free table of contents and I think a free chapter excerpt for you will be a link in the show notes and you can see how I got on radio and TV all over the world.
[00:07:35] Now onto my intellectual property theory. This is my work. Get paid. Paid. Paid. Paid. Paid. Paid. And paid. Some more theory. I see most everyone out in the world works on a work. Get paid work. Get paid. Work. Get paid. Theory. That's completely different than a work get paid, paid, paid, paid, paid. Paid some more theory. All right. I'm talking about creating pieces of intellectual property like books and courses and videos and audios where you create them once and sell them sometimes forever. For instance, I created an audio course called Make Him Laugh. Nearly 30 years ago. And it still sells today. It's all the techniques and setups that entertain people when doing your speech. Yeah, I put a lot of time into writing the script and perfecting the techniques. But come on, folks. Whatever time it took to complete compared to selling it for 30 years was nothing. I also call this an insurance policy for for you and your family. If you get sick, injured or even die, your product can sell on and on to take care of your family or to keep you afloat. If you're sick or injured, or maybe you just don't feel like working anymore. That's the intellectual property theory.
[00:09:07] All right, the public speaking Thierry. No one ever lost credibility by being massively interesting. Many people mistakenly feel they won't be taken seriously if they joke around when doing a speech. They can go ahead and think this is okay with me, because if I speak at the same event as them, I'm going to take home all the money. Today's audiences expect an entertainment value when they attend an event. Now they expect it to be boring. Then that's when they don't show up or they show up with every intention of doing work on their cell phones and tablets while the presenter drones on. I mean, heck, even Shakespeare used comic relief in the midst of deep tragedies. People can only stand so much heavy material in one shot. My Wake Him Up system is based on a series of attention getting devices and has made me millions of dollars by mixing good information with entertainment value. So check out my Wake Him Up e-book at screwthecommute.com/wakebook. Of course that will be in the show notes.
[00:10:22] Here's a couple quick theories. Speaking of entertainment value. Here's my toxin theory. People people say, Tom, you're weird. See, when you're a baby, you have no defenses, right? You get a virus and your body fights it and you get another one in your body fights that, too. In other words, you get tougher the more toxins that are thrown at you. So. So my theory is that the more toxins you ingest, the tougher you become. Until you're dead, of course. I threw that one in make sure you're paying attention.
[00:11:04] All right, here's another quick one frugal image theory. Overspending on your business image does not make you cool. It makes you stupid and out of business. Don't overspend on things now if you're in fashion or something that you have to play that game. I get that. But most of the time it does not matter. It matters that you do a good job for people and help them. That's all. That's the bottom line.
[00:11:31] All right. Here's another thing I developed. It's called the one sentence business plan. Now, this one I mean, I believe if the entire business community would simply live by this business plan, the world would be a much better place. All right. I actually wrote an entire e-book about this one sentence. How do you like that entire book about one sentence? Here it is. Here's my one sentence business plan. I've lived this since I'm 10 years old. You know, doing kids side hustles, I create quality products that people actually want at a reasonable price and I service the customer after the sale. Let me repeat that I create quality products that people actually want at a reasonable price and I service the customer after the sale. You get a copy of the book. You know, each part of that sentence has a lot of work involved, but it's made me a lot of money and I think it will for you, too. So I'll put a link in there to where you can go check that out.
[00:12:40] All right. Here's another quick one. My goal setting theory. See, I never reach a goal. As soon as I get near it, I watch for another one to appear. Just past it. This is the mind game I play on myself to keep moving forward in both business and life.
[00:12:59] All right. So here's my work at home theory. In other words, screw the commute. You can live the equivalent of three lives and make yourself rich by working for yourself out of your home. That's all there is to that one. You can live three lives and make yourself rich by working for yourself out of your home.
[00:13:21] Here's my self-defense theory. This is from my brutal self-defense course. This is just one little sliver of it. Protect your head. If you get knocked unconscious, unconscionable things will happen to you. Now, this is from my 14 hour self-defense course called brutal self-defense that evolved out of my lifelong study of the martial arts, but also the time I had six years in the nightclub business with gun fights and knife fights and bikers trying to kill me. So there's a lot of great stuff in here that'll save you and your family.
[00:13:59] Ah, here's a really short one, but a really powerful one. Truthfulness theory. Don't lie, especially if you have a bad memory. I've lived by that.
[00:14:12] Here's another really short one. The sociopath theory. I don't feel your pain. I've done a lot of work against sociopaths in especially in the speaking industry. You can check out my article on how to get robbed at a seminar. It's called a Top 20 Seminar Scams and we'll have a link to it in the show notes. And I get calls or emails every week if somebody that's gotten robbed wants to know what to do about it. Well, don't let it happen in the first place. Folks, read this article. I think it's been downloaded a couple hundred thousand times. And I'm hoping that I saved people from many, many millions dollars of getting screwed over at seminars by sociopaths.
[00:14:59] Here's my gambling theory. A bird in the hand is worth two in the slots. I never do any gambling and I don't play the lottery, you're just throwing your money away.
[00:15:16] All right. Let's get back to some more in-depth theories. My CSI theory, this is just one of my favorites. It's my CSI theory. And that's not the TV show Crime Scene Investigation. CSI to me stands for crappy stupid idea. See, everyone comes up with ideas they fall in love with, including myself. All right, my ideas are crappy and stupid too, until I can prove they aren't with real numbers. See, there's there's probably not any evidence that people should fall in love with an idea. See I contend all ideas, including my own, are crappy and stupid unless you can prove otherwise with real numbers. I had to repeat that because it's so important. People get. Gut feelings and intuition and they think it's a good idea and they go forward with it. Well, yes, sometimes that works and the people that it works for announce it from the mountaintops. But for every hunch that works out there, there's probably a thousand that don't that you never hear about. While I hear about. All right. So it's risky to make financial decisions on hunches and gut feelings. You use keyword research, product research and lots of other research before you make decisions.
[00:16:46] All right, here's my web designer search engine optimizer theory. If a web designer or search engine optimizer was so great at building websites and driving traffic to Web sites, and they make money. Would that person be working for you? Why would they work for you if they could do all this stuff? You know, it's ridiculous. They could get all the money for themselves. So they're basically selling you products and services because they know you don't know any better. So you have to be darn careful about overspending on what has a good chance of being a substandard Web site and substandard could mean many things poor readability and usability. Too cool for school functionality that a regular visitor can't figure out. Bloated, slow loading pages, no keyword implementation. The list goes on. I mean, you can spend a small amount of time and money to learn how to do this yourself, or at least with people in-house and save tens of thousands of dollars over time and create a fantastic web presence. I have a course on this. You know, it's a WordPress Ecourse and it's cheap. And you even get some tech time for questions with my people. So, yeah, you're crazy to go to go to these people that talk a big game and they're not rich. They're having trouble making their car payment. They want to make it because they grab three or four thousand bucks from you.
[00:18:21] All right. This is my chess theory. In other words, think many moves ahead. See, when creating products, create one and sell it. Create another product and sell it and then create another one and sell it. But prior to doing that. I have thought about how I could bundle them together and sell them all. So whenever I create a product, I'm always thinking how can I sell it by itself and then bundle it together later with other products to get the overall customer spend up higher. Just like chess. I mean, the best players are thinking many moves ahead and the same idea works when creating product.
[00:19:04] Here's my shampoo theory. That's another quick one. Every shampoo bottle tells you to rinse and repeat. Right. All right. Once you find a winning model in business, do it over and over again. So many successful people come to me and tell me we're tired of doing what what we're doing. They just want to do something else. And I beg them not to quit. A winning formula. Or at least let me teach them how to keep profiting from what they were doing while adding other revenue streams that might be more interesting to them.
[00:19:40] And lastly, my Internet marketing theory that you can live by this sign with this theory on it is over the door of my school. It has to do with the fact that you don't have to be an expert at everything Internet. Here it is. I don't know everything there is to know about Internet marketing. Just enough to make a fortune. And I hope to be able to help you make a fortune online and on stage. I mean, I swear to you that using these theories and principles in your life and your business will lead you to the success you're looking for faster than you ever imagined you could.
[00:20:22] And folks, I'd love to help you with this, I kind of turned the Internet marketing world on its head around the year 2000, the people at my level were charging 50 or 100 thousand bucks up front to teach you what they knew. And I thought, this is wrong. They're going to rip people off. They're not going to help them. They're going to put that those small business people at financial risk. So I turned the world on its head, made all the gurus mad, and I charge a relatively small entry fee and then I get a percentage of profits that's capped. See, everything I do is totally fair towards my students. So it's capped. So you're not stuck with me forever. And currently it's fifty thousand dollars. So for me to get my fifty thousand, you've got to clear this is based on net. I might add. So you've gotten that 200 thousand while people just fell in love with that idea. Seventeen hundred students later. It's still going strong and it has unique features like your immersion weekend at the retreat center. And it's all one on one training we do with you. We take your computer over, we show you where to click. You have unlimited access to myself and my entire crew that I've trained. Plus, you get a scholarship to my Internet marketing school. It's the only one of its kind in the country. You can either use it yourself or gift it to somebody. And we just you know, again, I'm going to try to get an update video from this young lady. This guy joined my mentor program and then he gifted the school to his daughter, who he had spent eighty thousand dollars on sending her to college, and she was working at some low level job. And so within a month, she was making eleven hundred dollars extra. And then after two months, she's making three thousand bucks is going to quit her job. So I'm going to get an update video. We have the basic video after one month from her. And, you know, I can't claim everybody is going to do this, but it's certainly very doable if you just apply yourself. So. So I'm thrilled to death for her that her dad is he's probably lamenting the 80 grand a little bit. But but still, it's he's watching his daughter flourish and I'm sure he's thrilled about it. So so anyway, it's a very unique program. It's the longest running, most successful ever in the Internet marketing field. And I would love to see you in it. I mean, we've been financed the entry fee. That's how sure I am that this is the top of the line program. So check it out at greatinternetmarketingtraining.com. You have any questions or need better financing? Just give us a call and I'll be glad to talk to you. I'd rather you be with me than somebody that's going rip you off. That's for sure.
[00:23:13] All right. Thanks, everybody. Live by these principles and theories that I outlined in today's episode and I will see you next time. Catch ya later.
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