Double Your Profits WITHOUT More Work 👉 Good Premise = Good Profits

Resources Mentioned in This Episode:

• Get My Free Gifts & Join the Newsletter: Download any of my freebies to get on my weekend newsletter list for exclusive insights. 👉 Brendaturner.com/gifts
• Watch the "Monk Mode" Video I Mentioned  👉 Monk Mode Will Triple Your Income Video 

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Transcript

SPEAKER_00 0:00

Well, hello there, you beautiful eternal being. In today's episode, I wanted to help you to grow your business without working more. How does that sound? You're welcome. I gotta confess to you that every time that you subscribe to my YouTube channel, there's a really good chance that if you have a YouTube channel yourself, I've taken a look at it. So when YouTubers subscribe to my YouTube channel, it'll show me who subscribed. And it's like, take a look at your subscribers. And so I do. I take a look at your videos, I take a look at your businesses, I take a look at what you have to offer because I really care deeply about the people in my world, you know, and I'm always trying to make sure that I'm offering you something really helpful, something that's going to actually improve your business. So I low-key, I'm stalking your stuff. And so if you're hearing this episode and you're like, is she is she talking about me? Has she seen my business? There's like a 99% chance I have seen it and I am talking about you. So good news is this is like a personal coaching session with me. Even better news is I guarantee that this particular episode is going to help you to grow your business in a massive way. Mark my words. Write this down on your calendar. Actually, literally, I want you to write this down on your calendar as like the beginning, like the start of a new era of your business. Okay, so I'm gonna stop selling it. I'm just gonna jump right into the key concept of today's episode is premise. Okay, I talked about this in my newsletter today. I sent out a little weekend newsletter. If you're not on my newsletter, you can subscribe by downloading any of my free gifts at Brendaturner.com slash gifts G-I-F-T-S. I'll put that in the show notes. And so this is actually a training that I gave to my insider high-level accelerator group who paid lots of money to coach with me. But this weekend, after taking a look at lots of my new subscribers and just taking a look at your businesses, taking a look at your YouTube videos, one thing that really stuck out to me was if you could tweak your premise, you will see the magic of growth in your YouTube videos and in your offerings and in your entire business model. Number one is what is premise? Premise is actually what is the point of the thing. Now, when you first hear the word premise, anybody who's got any kind of background in theater or cinema, you might be familiar with that term. Premise is like, what is the point of the story? The premise of the Wizard of Oz is Dorothy lands in, you know, Oz, and she's in a strange land trying to find her way home. She's got a a bunch of friends guiding her there. She's on the yellow brick road and all that stuff. So the premise is girl lost in a place, magical things happen, you know, it's a whole journey. That's the premise. The premise of um that one movie, Lost. I think it's called Lost, where um I think it's Ian McGregor McGregor's daughter gets kidnapped, and the fugitive calls him on the phone and says, Hey, I have your daughter or whatever. I'm totally butchering this. But so premise is basically like the plot, the purpose, the point behind the thing. Whether or not you like the sound of a story or what the point of the story is determines if you're gonna go and see the movie. Visit of Oz is one of my all-time favorite movies, and you give me a premise that's similar to that, and I'm probably gonna end up loving it, and I'm probably gonna say hell yes to it every single time. You give me a premise like the one Lost, where there's like a lot of action stuff and there's explosions, and there's, you know, Nicolas Cage just hanging from a freaking helicopter. It's not the kind of premise I'd be interested in. And then there's some premises that nobody watches. Some movies don't get watched because the premise isn't really all that good and it doesn't interest anybody. And here's the secret premise is always present in your content. Every single bit of content you've ever created has a premise. Every single email you've created has had a premise. Every single offer you've created has had a premise. Everything you've ever created for your business, every PDF, every free offer, every podcast episode has a premise. But after this lesson, after this training, you're gonna understand how to use the art of premise to create things that your customers are gonna love. So consciously using premise will give you the superpower of creating things that are magnetic by default. See, what a lot of people do is they say, Oh, I have a good idea. And then they just go ahead and film the video. But they aren't considering what is the key point, what is the core gem. So number one is to understand what a premise is. And so a nonfiction premise, if I could just give you the definition really quick, the definition that I'm gonna give you for a nonfiction premise, so that you really understand it, it's um the the basic argument or belief. It's a loving argument that you're giving to your person, okay, or a loving perspective, or a loving key point. But I really like the argument thing. Like, what is the argument here? And I'll help you to understand this in a minute, but what's the point? Okay, if we really want to nail it down to like one solid definition, it's what's the point? What is the actual problem that this is solving? What is the key takeaway? What's the key point? What is the key problem? Now, let's go into the steps. Really important. I I already started with the steps, but that just core definition is our step one. That's our step one A, I guess. But let's go into the how-to's. Number one, ask what is the felt problem that I'm helping them solve. I'm gonna underline felt problem. Okay, this is magic, this is the key ingredient. Okay, there's so much to all of it, but I want you to really take this away. Please write this down. If you want to grow your reach, you want to grow your profits, you want to grow your offers, you want to grow whatever it is that you're trying to grow, even if you're gonna write a book, create a free offer, we have to address their felt problem. So, what is the felt problem I'm helping them solve? In other words, think about the problems that they are feeling. So they have to know that they have this problem. It has to be a felt problem that they feel they have, not a problem that we think that they have, but a problem that they are actually feeling. I get kind of out of breath because I I get really exhilarated when I talk about premise. So I'm getting kind of breathless because it like gets my heart rate up a little bit. But because this is actually the key. This is what people don't realize. This is what people don't really get. And I realized that people were not getting this after the past couple years of teaching online business. Um, people kept not quite getting it. And I kept saying, you have to solve a problem for people that they really want solved. And there, and then I would give that to them, and then they wouldn't quite, they wouldn't quite get it, you know. There are some people who do, and some people who don't. But when I'm laying it out like this very plainly for you, when I'm gonna say one more time, step one is to ask yourself, what is the felt problem I'm helping them solve with this particular idea? So whether it's an offer or a YouTube video or a freebie, a freemium, or an in-person retreat, or a webinar, we if we are addressing their felt problem and it's a problem, aka that they know they have, that they are feeling, you are gonna be ahead of 99% of your competition, I promise you, because most people are not considering this, especially people who post to YouTube. I have no idea. I guess you know what? I do have an idea. I was gonna say I have no idea how most people don't get this, but 99% of people just don't get this. But I I do understand how you could not get this because there's so much pressure in online business to get it quote unquote right that we're forgetting the key thing here. The key thing here is we're just pay basically helping people to solve their problems that they know they have. And I know it's really easy to lose sight of that because there's a lot of flashy ego stuff, and there's lots of, you know, you're in front of a camera, you don't want to look silly, you want to see it the right way. There's a lot going on here. But just write down, please. Number one, ask what is the felt problem that they are having and that they know they have. So let's say, for instance, you come up with an idea for helping people to heal anxiety, right? Okay, that's a really good one. Helping people to solve anxiety, but let's get even more granular. Let's say that you're helping people who experience um breathlessness. That's a really so let's say you're you're thinking about how to help somebody with anxiety, and you you come up with this idea of like how to not be out of breath. Like, what is the breathlessness about, or whatever. So you get this idea about breathlessness and anxiety, or whatever your idea is. This is usually how it happens. You're given this ball of clay, it's very unformed, and you're not quite sure what shape it's gonna take. So the first thing I like to do is ask what exactly is a felt problem that I'm helping someone solve with this particular idea, this ball of clay. So you can take lots of different angles with it, but if you go into the felt problem of your person and say, okay, breathlessness and anxiety, I want to help people to not feel that breathlessness or understand why it happens, or um, you know, whatever the angle that you're gonna be taking with it. Now, I want you to just notice what I just did there. See, this is advanced YouTube and advanced business um training, truly. Because what a lot of people do is they say, I'm gonna teach you why your breathlessness happens. And then they get into that's the name of the video, why breathlessness happens during anxiety. And there's nothing wrong with that. But nobody's felt that they had a problem with understanding why they have the breathlessness. Most people are just like, I would just really like to not feel breathless, you know. I would just really like to not feel that air hunger, you know what I mean? Or I would like to not feel the tight chest. All those things that people go through with anxiety. So we need to actually address that felt problem. So you take that video idea and you really massage it into solving that felt problem. Now that is the open doorway to the premise. That's getting them, that's getting them in the door. That's like telling me, The Wizard of Oz being my number one favorite movie of all time, that the there's a premise about Dorothy going to Oz and all that stuff. I'm like, I'm there. Now what? Step number two for premise is to ask who is this serving? So who is the serving? It's important that we ask who is this serving for a couple reasons. When we ask who is this serving, we want to make sure that we're not serving us. It's kind of a little bit of a gut check situation because there's many times when we're teaching stuff that we really know intimately, and we're teaching sometimes the high-level kind of complex stuff that people don't really care to hear about, and it wouldn't really serve them because it's way over their head, like way over their head. Like, for instance, there's a whole lot of online business stuff that I could talk about that would involve maybe perhaps like all the tech stuff, like the tech stack stuff that I could get in the weeds with you on tech stack stuff, and maybe we'll do that one day. But it wouldn't, honestly, it wouldn't really, it wouldn't really serve all that much. I have all kinds of opinions on school. I'm not a huge fan of school. I don't really like school. I love circle. And there's been times where I'm like, I, you know, I should do a deep dive on all the tech stuff. And then I'm just like, you know, it's really more about me, the tech stuff. Like, if I'm being honest with you, I have all these deep and intricate opinions about why I don't particularly like school. And I just get lost in the weeds when I talk about that kind of stuff. And if I take an honest look at those kinds of videos that are a little bit more off the beaten path, and I ask, who is this serving? It's really serving me. And there's nothing quote unquote wrong with that. It's just important for us to realize that the premise should really honor our hero. Our hero is our customer. This also speaks a lot to many, oh many business owners are creating content because they're anxious that they're not doing enough. And shout out to Instagram, by the way. Like Instagram is a perfect example of if you're a business owner and you identify with that at all, where you're like, I feel like I have to be doing something all the time, or else I don't feel like I'm gonna, you know, I feel like I'm I'm getting left behind if I'm not posting a bunch of stuff all the time. That kind of content doesn't serve anybody except for your anxiety, your little anxiety monster, like that little gremlin inside of us who's like, don't relax, like keep going. Um, that's not a really good motivation, and it doesn't really serve the the juicy premise. Okay. So a solid premise is serving one person and that's your hero. Step number three is to ask, what is the argument? So this is getting a little bit more granular with countering their belief or problem. See, if we just create a video that's like how to how to alleviate um your tight chest, how to alleviate a tight chest with anxiety. That's really, that's really good. That's not bad. But if we add a layer of elegance to it by understanding what the argument is and or what is the belief that they have that we're actually going to fix for them, it really takes it up a whole new notch because now you're adding a layer of kind of um what's the word I'm looking for? Grit. There's like some some sandpaper there. There's something for them to bite into, there's something for them to kind of sink their teeth into. It's satisfying for the viewer to have an argument wrapped up in there. Now, it's not like you're telling them I'm arguing with you. It's you taking the belief that they have that isn't serving them and you're arguing against it. And this is actually a huge itch that your customers really want scratched. So this is a very high-level profit strategy that you can use, once again, in every area of your business. I'm talking if you do sales calls, which I don't love sales calls, but if you're doing sales calls, pay attention to where you can add your loving argument. If you're doing YouTube videos and you're keeping in mind what's the what's the loving argument here, if you're doing offer pages for your offerings, you know, your sales pages. I'm gonna give you an example of what it what an argument might look like. So, for example, it can be like if you're thinking about your person has anxiety and they have a tight chest, and maybe they're thinking, I'm never gonna get rid of this anxiety. I was born with it, I'm stuck with it for the rest of my life. I have to take pills, you know. And you can say, You can heal anxiety without medication. Here's how you can do it. There's a long list of things I'm gonna teach you in today's episode that are gonna help you to heal anxiety without medication. So that's taking their belief and or their kind of problem, and it's offering them an argument. Okay, it's something counter to what they're currently going through. Another example of this would be to use the beautiful word without. Okay, so you could say something like, How to heal anxiety and chest tightness without medication. It's an argument in a way, wrapped up into a title. Those without, if you add without to anything, how to find a partner without dating apps, how to build your business without working more, how to lose weight without starving yourself. Those with that without, that's a little bit of an argument, a loving argument. And then number four, step number four is asking what is the solution? So a key solution, delivered in any way that makes sense. When you're putting together your video and you ask the for the first three questions, what is the felt problem I'm helping them solve? Who is this video or this offer serving, or this webinar, or this free offer, or whatever? Who is this thing serving? What is the argument, the loving argument? Now it takes us to the final step of the premise, and that is what is the solution? What is the resolution? Um that can help you to really uh craft an effective offer, an effective email, an effective video, an effective all of it, PDF, a freebie, anything. When you consider what is the solution to this problem, and you've considered who am I serving and what is the argument, what is what is it I'm helping them solve? Now you can be really honest about like how exactly would I best solve this situation? Does it mean, does it mean that, for instance, if you're gonna help somebody to heal their anxiety and you're gonna be talking about how to alleviate chest tightness and that shortness of breath, does it mean that it would help them to just sit there and talk about it? Or would it perhaps mean that you're gonna probably, this is just what's coming to mind for me right now, if that's something that you're gonna be doing, it's probably better to show them a couple B-rolls of you doing the thing and then talking over it. You know, you could be talking about the key idea and then disperse clips of you showing a demo of the thing. You know, if for instance, if you're saying, today we're gonna talk about how to heal your anxiety and your chest tightness without medication, there's a really simple couple of tools I'm gonna be offering. And the first one is to put your hand on your chest and your other hand on your diaphragm, and so on and so forth. And you could do a B-roll or you could sit in your living room and and create a nice little yoga nook, you know. But if you consider step four as a really important part of the premise, meaning what is the solution? So that way when people come to your video or come to your webinar or purchase your offerings, and you're coming with a solution that actually really does involve a solution. Like, for instance, sometimes your course, your your course or your offering or your program, it might involve some live group coaching sessions, or it might involve some somatic work, or it might involve some in-person uh meetups if you're doing stuff that's local in your area. Or it might involve some digital downloads. So note finally that a solid premise probably won't serve everyone, and that's actually a really good thing. You wanna keep in mind that we're not trying to serve everybody. When you serve everybody, you're not really serving anybody. And we don't want to water down our, you know, our message. And most of the time, if you have a solid premise, you have a really good grasp on premise, it doesn't necessarily mean that the video is gonna blow up, blow up, quote unquote, blow up, to speak in bro terms. And by the way, as an aside, I just want to mention this. This is very important. When we're talking about financial freedom and building online business success, many of the most popular videos that you put up that are gonna quote unquote, um, if you surpass, let's say, a hundred thousand views on a video, there's a really good chance those videos aren't necessarily gonna make you as much money as the videos that you post that get like a thousand views. That's been my experience over the last 16 years of online business, is most of the videos that I have on my channel, as at least as of the past like 10 years, the videos that make me the most money don't tend to be those huge, monolithic like 200,000, 300,000, 500,000 videos, 500,000 view videos. Those videos are fine, those big bangers, like there's nothing wrong with them. But truth be told, the videos that you will make the most money off of most of the time are gonna be the intimate, like core gem, addressing a really clear premise, a really clear gem, a really clear problem kind of videos. So I'm gonna just break down very quickly um how I use premise, give you a quick example of how this might go for you and how you can actually start using it today. So, my first step is I get an idea like I already covered, I get a little ball of clay. Then step number two is I consider and shape the premise, like I like I already. Already went over today. And so for instance, I had the monk mode will triple your income video, and that did really well. That was a year old. As of today, that has about 200,000 views. So that actually did reach a lot more people than I intended. But um, the premise of that is how to get more peaceful. So I was actually sitting on that video. Monk mode will triple your income. I'll put a link to that video in the description bar if you haven't seen it. So I was sitting on that video for like 10 years, and I didn't really know what the premise of it was. Aka I didn't really know what the point of it was. And sometimes the ideas that you have for videos, you you probably have experienced this where you're like, I know this is a good idea. I'm just not quite sure I'm gonna be able to do it justice yet. Or I don't really know exactly what I'm gonna do with this. So I had this idea about sharing my kind of monastic lifestyle. I have a pretty monastic lifestyle where I lock my phone away many days out of the week. I lock my phone away, or I um basically I'm not on my phone all that much. I don't have a television, I don't really go shopping, I don't run errands, I don't live a very like, it's not like I never do those things, but I just live a very monastic lifestyle. And as a result, I believe that's helped me to really focus on what matters most in my life, and part of that is financial freedom and all that stuff. And I wasn't really sure exactly how I was gonna frame this video or what premise I was gonna do with it. So I let it sit and simmer. And then one day, about a year ago, I was looking through all my notebooks and I came upon this idea that I've been sitting on for a while, and I said, I got it. I got it. Everybody's so distracted nowadays. There are a lot of people struggling with depression and anxiety. I actually have healed my own depression and anxiety. I also am building up, I was building up um my new business at the time, which is now the business that I have. And um, and I was like, yeah, this will help a lot of people, and I think this will help a lot of business owners to find me. And it'll help a lot of people who might, you know, need some help with growing their income, growing their business, and all that stuff. And so then number three is I did a quick gut check. And with the gut check, what that means is I say, okay, does this feel like it would really actually serve that person? Does this really honestly serve the person? And if the answer is a yes, by the way, the yes for me, it's not like here's the thing I want you to remember. When you are doing your life's work, there's gonna be times when your mind wants to get in there and think about things. It's actually not a thinking process. So I just walked you through what we're using the mind for. We're kind of directing the mind consciously through all these little filters. We're guiding the mind. Now, when it comes to the gut check stuff, where it's like, okay, now you have this idea, you've kind of shaped it up, you have what you believe to be a solid premise. Quick gut check. What I mean by that is just saying, not even really saying anything, just seeing how does this feel in my body before I go embarking on putting all the work into this project. How does this feel in my body? And if it feels like a quiet whisper, a nice peaceful feeling, and maybe also a little bit of fear, uh, or sometimes there is a lot of fear, depending on how much I'm gonna be sharing. Um, and by fear, I don't mean like, you know, it's it's it's not like an unpleasant fear. It's not like it's not anything like jumping out of a building or whatever, but you might experience it like jumping out of a building. I don't know, but I have some fear, a little bit of peace, a little bit of fear, and I say, cool. It just feels like yes, not a mental process. This is a feeling process. So I feel into my yeses and my no's. There's plenty of no's that happen all the time. And then moving on, just really quick, of what this might look like for you. So I want to just give a couple quick examples. I saw a YouTube video out in the wild of a beautiful subscriber and business owner who's on my list and who has a YouTube channel and who's doing a um who has a business that they're clearly running. And I'm not gonna say their name. I'm gonna keep it kind of anonymous because this is kind of a this is kind of a common problem. But I noticed that their content specifically was a little bit vague, and they didn't really ask any of those four questions that I put in today's episode. They didn't seem to be clear about what the felt problem is that they were solving. They didn't seem to be clear about who the video was serving. They didn't seem to have a key argument or belief that they were kind of countering, and they didn't really seem to have a clear grasp on what kind of solution, how this solution was being delivered in the video. So the person was really, really talented, really gifted business owner. And she was very natural on camera. She was speaking like so naturally, and she had some really nice graphics, and she had a really solid grasp on basically presence. Like the way she was speaking was really good. But all the things that I just laid out for you there, if those are missing, you're not gonna get anybody watching the videos because they're not really meant made for anybody. See, there's no premise, there's no there's no meat on the bone, there's nothing for people to sink their their attention into. But once you have all those things that I just laid out for you in the video, now people can actually sink their teeth into it. There's actually something for them on the plate. And so her video was basically um, and this is very common. Her video was basically more or less just giving like a quick update. She's a very like direct business owner and she speaks to a direct problem, which I don't I don't want to blow up her spot. But we'll just say she uh she's um in the marketing world. Okay, I'll just keep it kind of vague. She's like in the marketing world, and kind of a business, she's adjacent to the business world, but it doesn't matter because this is something a lot of people do on YouTube. They're not really addressing the four things. So her video was more or less a quick update about some various topics about um about her life, you know? And it was like a quick life update, some stuff about her life, some stuff about her business, and it was just kind of a quick update, which those are always nice, you know, those are always nice. But I noticed there was kind of a theme in her videos, and I noticed that this theme was kind of pervasive in all the channels that I was looking at, where people didn't really have a clear grasp on premise. And so if I took the video about, you know, giving a quick update, if I were to do a quick update on my life, as a for instance, it would be really important to me. Like I don't, I don't normally do those, first of all. I'm not saying they're wrong to do, but I'm just saying if I was gonna do that, I would be hellbent on making sure that I really, really focused on constantly bringing it back to the felt problem that they're having. So I would only ever talk about something that's going on in my life, in my business, in all my stuff, and giving the updates in my own stuff. If I was also knowing consciously if it's going to honor the four key things that we talked about here, is this gonna help them to solve a felt problem that they're having? There are a lot of there are a lot of business owners that I see out there kind of talking in generalities and they're kind of teaching stuff and they're not doing a bad job at all, but they're not really keeping in mind folding in the content that they're creating with the the core thing, which is premise. Premise is really everything, premise is so important. So, one last time, ask whenever you're creating something with your ideas. I'm gonna give you the four steps one last time. Ask what is the felt problem I'm helping them solve. Ask who is this serving? Ask what is the argument? What is the loving argument? And then ask what is the solution. Okay, do that over and over with everything that you create in your business. And I promise you, you are you're going to grow exponentially faster than anything else you could possibly do. There's so many more strategies. I mean, I I am I have lifetimes worth of ideas and videos and all the stuff that I'm never gonna run out of out of ways to help you to grow your business and your profits. But if there's one way that you can change today, it's to start take a look at your website, even. Take a look at your landing pages, take a look at your last couple emails, take a look at your videos that you just posted, your last three videos, filter them through these four, four steps, and then see, is there anything that you could have that you would have done a little bit differently? My hope is that you would probably that you are probably gonna have some major epiphanies if you use this filter against everything that you've put out there so far, and you'll see that, oh my God, light bulb, light bulb, light bulb. Going forward, there's a lot of things that you would probably do a lot differently, right? And so that's my my hope and my promise. If you would like to work in depth with me, I do have something really special coming up called the Summer of Love that's gonna be an immersion for high-level business owners who want to really grow your profits. And we're gonna be working a lot of stuff like this, but we're also gonna be doing a lot of in-depth um work on your offers, on your business structure, on how to put together really great systems for your business so you don't have to work a lot of hours to start growing your business, how to hire good people, how to not hire people if you don't want to hire people and you just want to work by yourself, but how to do that in a way that really honors your time and your calendar, how to make more money with only doing things that you love, with the power of love. So I'm a big proponent of love in business. Love is actually the number one ingredient in my business, and it has been for the last 16 years, and I'm gonna show you how exactly to use love in a practical way in this immersion. And I'm so excited. So I'll be sending out an email and announcement, but I'm just letting you know the doors are going to be opening soon. So when you get an email with an invite, you should definitely join us because I'm gonna be limiting the seats by a by a lot. I'm gonna keep this group very intimate and it's gonna be a blast. Okay, my friend, thank you so much for joining me, and I'll see you in the next episode.