음성 인식: 2026-07-22 18-54-49.mkv — 한글 번역본

각 타임스탬프 문장 아래에 (번역) 형식으로 한국어를 붙였습니다. 참고: 원본 44:24 이후는 음성 인식 오류로 같은 문장이 82:42까지 반복됩니다. 실제 내용은 44:12에서 끝나므로 그 이후는 생략했습니다.

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@[0:00] 2x2, the core 4. (2x2, 코어 4.)

@[0:16] 2x2, the core 4. (2x2, 코어 4.)

@[0:19] This was the big breakthrough that I had with this book (이건 제가 이 책을 쓰면서 얻은 가장 큰 돌파구였습니다)

@[0:22] and I'm really excited to share about it with you. (여러분과 나누게 되어 정말 신납니다.)

@[0:23] Finally, for 2 years, I've not talked about this. (드디어요. 2년 동안 이 얘기를 안 했거든요.)

@[0:25] So finally, I can show you this stuff. (이제서야 이걸 보여드릴 수 있게 됐습니다.)

@[0:27] And so there are only 4 ways one person can tell other (한 사람이 다른 사람들에게 무언가를 알릴 수 있는 방법은)

@[0:32] people about anything. (딱 네 가지뿐입니다.)

@[0:33] And that comes from the fact that there are 2 types of (그 이유는 청중이 두 종류이고)

@[0:36] audiences (청중이 두 종류이고)

@[0:36] and 2 types of communication. (커뮤니케이션도 두 종류이기 때문입니다.)

@[0:38] And those create, 2x2, the core 4. (이 둘이 2x2를 만들어내죠. 그게 코어 4입니다.)

@[0:41] So let's dive into this. (그럼 자세히 들어가 봅시다.)

@[0:43] You have people who know you, which are warm audiences, (나를 아는 사람들이 있습니다. 이게 웜(warm) 청중이고요,)

@[0:46] and you have people who don't know you, (그리고 나를 모르는 사람들이 있습니다.)

@[0:47] which are other people's audiences, right? (이건 다른 사람의 청중이죠.)

@[0:49] Strangers. (낯선 사람들입니다.)

@[0:50] And so warm are people who gave you permission to contact (웜은 나에게 연락할 허락을 준 사람들입니다.)

@[0:53] them. (연락할 허락을 준 사람들이죠.)

@[0:53] Friends, family, followers, current, past customers, (친구, 가족, 팔로워, 현재 고객, 과거 고객,)

@[0:55] contacts, (연락처에 있는 사람들,)

@[0:56] anyone who knows who you are. (내가 누구인지 아는 모든 사람입니다.)

@[0:58] Now, a little differentiation here I just want to point out (여기서 한 가지 구분을 짚고 싶은데요,)

@[1:00] is that they need to know you to be warm. (웜이 되려면 '그들이' 나를 알아야 한다는 겁니다.)

@[1:03] You don't necessarily need to know them. (내가 그들을 알 필요는 없습니다.)

@[1:05] And the larger you get, the more you advertise, (규모가 커지고 광고를 많이 할수록,)

@[1:08] the more people will know you without you necessarily (내가 모르는 사람들이 나를 아는 경우가)

@[1:10] knowing them. (점점 많아집니다.)

@[1:11] All right? (아시겠죠?)

@[1:14] And so I just want to be very clear here. (이 부분은 아주 명확히 하고 싶습니다.)

@[1:16] It doesn't have to be bidirectional. (양방향일 필요가 없습니다.)

@[1:17] It has to be unidirectional. (단방향이면 됩니다.)

@[1:18] They have to know you. (그들이 나를 알기만 하면 됩니다.)

@[1:19] Now, in the beginning, the easiest way to find people who (초반에는 나를 아는 사람을 찾는 가장 쉬운 방법이)

@[1:21] know you (나를 아는 사람 말이죠)

@[1:22] is people you also know too. (나도 아는 사람들입니다.)

@[1:23] All right? (그렇죠?)

@[1:24] Now, on the second level here, you've got cold. (두 번째 층위에는 콜드(cold)가 있습니다.)

@[1:27] And the clearest definition I give you is people who did (가장 명확한 정의는, 나에게 연락 허락을 주지 않은 사람,)

@[1:29] not give you (허락을 주지 않은)

@[1:30] permission to contact them, a.k.a. strangers. (즉 낯선 사람들입니다.)

@[1:32] These are other people's audiences, lists, or eyeballs, ear (이들은 다른 사람의 청중, 리스트, 또는 플랫폼에 속한)

@[1:36] balls (눈과 귀입니다)

@[1:36] that belong to platforms. (플랫폼이 소유한 것들이죠.)

@[1:37] Right? (그렇죠?)

@[1:38] So if you advertise on Facebook, Facebook, like those (페이스북에 광고를 한다면, 그 사람들은)

@[1:40] people know Facebook, (페이스북을 아는 거지)

@[1:41] they don't know you. (나를 아는 게 아닙니다.)

@[1:42] And so they haven't given you permission to contact them, (그러니 그들은 나에게 연락 허락을 준 적이 없고,)

@[1:44] but they've given Facebook permission. (페이스북에게 허락을 준 겁니다.)

@[1:45] So you use Facebook as a proxy to contact them through. (그래서 페이스북을 대리인으로 삼아 접촉하는 거죠.)

@[1:49] And then if they decide to engage with you and opt in, (그리고 그들이 나와 상호작용하고 옵트인하기로 하면,)

@[1:52] then they become a lead for you. (그때 나의 리드가 되는 겁니다.)

@[1:54] All right? (아시겠죠?)

@[1:54] Then they become warm over time. (그리고 시간이 지나면서 웜이 됩니다.)

@[1:56] So those are the two types of audiences, (이것이 두 가지 청중 유형입니다.)

@[1:58] people who know you, people who don't. (나를 아는 사람, 모르는 사람.)

@[1:59] Boop. (자.)

@[2:01] And so then you have the two types of communication. (그다음은 두 가지 커뮤니케이션 유형입니다.)

@[2:04] This was a huge breakthrough for me, like, (이게 저에겐 엄청난 돌파구였어요,)

@[2:06] to understand the simplicity of this, (이 단순함을 이해하는 것 말이죠.)

@[2:07] because once you understand the only four ways you can let (사람들에게 내 것을 알릴 수 있는 방법이 네 개뿐이라는 걸)

@[2:10] people know about your stuff, (이해하고 나면,)

@[2:11] then that means that these are the only four things you do (내 사업을 광고하기 위해 할 수 있는 일이)

@[2:13] to advertise your business. (이 네 가지뿐이라는 뜻이 됩니다.)

@[2:14] And it makes why you're not getting as many leads very (그러면 리드가 왜 안 나오는지 파악하기가)

@[2:17] simple to solve. (아주 단순해집니다.)

@[2:18] Not easy, but simple to know what to do next. (쉽다는 게 아니라, 다음에 뭘 할지 아는 게 단순해진다는 뜻입니다.)

@[2:21] All right? (아시겠죠?)

@[2:22] So on the one hand, you've got one-to-one communication. (한쪽에는 일대일 커뮤니케이션이 있습니다.)

@[2:24] This is private communication. (이건 사적인 소통이죠.)

@[2:26] On the other hand, you've got one-to-many communication. (다른 쪽에는 일대다 커뮤니케이션이 있습니다.)

@[2:28] In other words, public communication. (다시 말해 공개적인 소통이죠.)

@[2:30] And to clarify a term that gets confused all the time in (광고 마케팅 업계에서 늘 혼동되는 용어를)

@[2:34] the advertising and marketing world (명확히 해보자면)

@[2:35] is what's the difference between outbound and inbound? (아웃바운드와 인바운드의 차이가 뭘까요?)

@[2:37] All right? (자.)

@[2:37] So here's the clearest definition I can give you of out (제가 드릴 수 있는 가장 명확한 아웃바운드의 정의는 이겁니다.)

@[2:39] bound. (아웃바운드 말이죠.)

@[2:39] Outbound is where the first contact with a prospect happens (아웃바운드는 잠재 고객과의 첫 접촉이)

@[2:42] in a private environment. (사적인 환경에서 일어나는 것입니다.)

@[2:44] A voicemail. (음성 메시지.)

@[2:45] Think emails. (이메일을 생각해 보세요.)

@[2:46] Think a private communication. (사적인 소통을 생각해 보세요.)

@[2:47] Think a text message. (문자 메시지를 생각해 보세요.)

@[2:48] These are all one-to-one environments. (이건 전부 일대일 환경입니다.)

@[2:50] If I text my friend, no one else sees that text. (친구에게 문자를 보내면 다른 사람은 그 문자를 못 봅니다.)

@[2:52] If I email somebody, no one else sees that email. (누군가에게 이메일을 보내면 다른 사람은 못 봅니다.)

@[2:54] If I do a voicemail, no one else sees that. (음성 메시지를 남기면 다른 사람은 못 봅니다.)

@[2:56] It's private. (사적입니다.)

@[2:56] It's one-to-one. (일대일이죠.)

@[2:57] All right? (아시겠죠?)

@[2:58] That is outbound. (그게 아웃바운드입니다.)

@[2:58] Now, most inbound, the flip side of that, which is where (반대편인 인바운드는 대부분,)

@[3:01] you contact someone publicly, (공개적으로 접촉한 뒤에)

@[3:03] eventually becomes one-on-one communication. (결국 일대일 소통으로 이어집니다.)

@[3:06] So if I run an ad or I do a billboard and then they call me (광고나 옥외광고를 하고 그들이 전화를 걸어온다고 해서)

@[3:08] , it doesn't make them outbound. (그게 아웃바운드가 되는 건 아닙니다.)

@[3:10] But delineating between the two is important because it (하지만 둘을 구분하는 게 중요한 이유는)

@[3:13] tells you what you need to do to (내 것을 알리기 위해 무엇을 해야 하는지)

@[3:14] let them know about your stuff, which is advertising. (알려주기 때문입니다. 그게 광고죠.)

@[3:17] All right? (자.)

@[3:17] So billboard, podcasts, posts, ads, anything that you do to (옥외광고, 팟캐스트, 게시물, 광고 등 콘텐츠를 만드는)

@[3:22] make content, all of those (모든 활동은)

@[3:23] things are one-to-many. (전부 일대다입니다.)

@[3:24] And I want to add a quick note to this because people get (여기에 한 가지 덧붙이고 싶은데, 사람들이 이걸)

@[3:27] confused about this one. (많이 헷갈려 하거든요.)

@[3:28] If you send an email blast to your list, that is still one- (리스트에 이메일을 대량 발송해도, 그건 여전히)

@[3:32] to-one communication. (일대일 커뮤니케이션입니다.)

@[3:34] Technically, it's done really fast with automation by a (기술적으로는 컴퓨터 자동화로 아주 빠르게)

@[3:38] computer. (처리되는 것뿐이죠.)

@[3:39] And so that's where this starts to get confusing for people (그래서 사람들이 헷갈리기 시작합니다.)

@[3:41] . (그렇죠.)

@[3:41] They're like, wait, if I cold email, is that inbound? ("잠깐, 콜드 이메일을 보내면 그게 인바운드인가요?")

@[3:45] It's like, no, it's still outbound. (아니요, 여전히 아웃바운드입니다.)

@[3:46] Even if you send a blast to a list, it's still outbound. (리스트에 대량 발송을 해도 여전히 아웃바운드입니다.)

@[3:49] Okay? (아시겠죠?)

@[3:50] It's just really, really fast. (그냥 아주아주 빠를 뿐입니다.)

@[3:52] And that's where automation can confuse these things. (자동화가 이런 걸 헷갈리게 만드는 지점이죠.)

@[3:55] And we'll get to how to use automation to scale the shit (자동화로 광고를 미친 듯이 확장하는 방법은)

@[3:57] out of your advertising later (트레이닝 후반부에서)

@[3:59] on in the training. (다루겠습니다.)

@[4:00] So if we know what the two audiences are, people who know (자, 두 가지 청중이 뭔지 알았고 — 나를 아는 사람과)

@[4:02] you and people who don't, and (모르는 사람 — 그리고)

@[4:03] we know the two types of communication, private (두 가지 커뮤니케이션 유형, 즉 사적 소통과)

@[4:05] communication and public communication, (공개적 소통을 알았습니다.)

@[4:06] which is one-to-one and one-to-many, all right? (일대일과 일대다죠.)

@[4:08] That leads us to the core four. (이게 코어 4로 이어집니다.)

@[4:09] And this is like, if there was a value equation in this (이 책에 가치 방정식 같은 게 있다면,)

@[4:12] book, this is it. (바로 이겁니다.)

@[4:14] All right? (자.)

@[4:15] And so these are the only ways that you can advertise. (광고할 수 있는 방법은 이것뿐입니다.)

@[4:18] One-to-one to people who know you is warm outreach. (나를 아는 사람에게 일대일로 하면 웜 아웃리치입니다.)

@[4:22] One-to-one to people who don't know you is cold outreach. (나를 모르는 사람에게 일대일로 하면 콜드 아웃리치입니다.)

@[4:26] One-to-many to people who know you is when you post content (나를 아는 사람에게 일대다로 하면 콘텐츠 발행입니다.)

@[4:30] . (그렇습니다.)

@[4:31] One-to-many to people who don't know you is when you run (나를 모르는 사람에게 일대다로 하면)

@[4:34] paid ads. (유료 광고입니다.)

@[4:36] Those are the four ways, the only four ways, that a person (이것이 한 사람이 혼자서 다른 사람들에게 자기 것을 알릴 수 있는)

@[4:39] on their own, on their own, and (네 가지 방법, 유일한 네 가지 방법입니다.)

@[4:41] I'll show you other ways later, but one person on their own (나중에 다른 방법도 보여드리겠지만, 혼자서 하는 경우엔)

@[4:44] can let other people know about (자기 것을 알릴 수 있는 방법이)

@[4:45] their stuff. (이것뿐입니다.)

@[4:45] Now, I'm going to show you how to leverage this to unlock (이제 이걸 지렛대 삼아 다른 사람들을 활용해)

@[4:49] massive scale using other people (엄청난 규모를 여는 방법을)

@[4:51] in the second half of the training. (트레이닝 후반부에서 보여드리겠습니다.)

@[4:52] But you have to know the fundamentals of advertising in (하지만 광고의 기본기를 알아야)

@[4:55] order to unlock the advanced version of (고급 버전의 광고를)

@[4:57] advertising. (열 수 있습니다.)

@[4:58] This is the way. (이게 그 길입니다.)

@[4:59] That is the core four. (그것이 코어 4입니다.)

@[5:01] And now we're going to dive into each of them individually (이제 각각을 하나씩 파고들어서)

@[5:04] so I can show you the actual execution (실제 실행 방법을 보여드리겠습니다.)

@[5:06] the same way I did with engaging to make a lead magnet. (리드 마그넷 만들 때 했던 것과 같은 방식으로요.)

@[5:08] I'm going to show you step-by-step how to create this (여러분의 사업 안에서 이걸 어떻게 만드는지)

@[5:11] within your business, that advertising (단계별로 보여드리겠습니다.)

@[5:13] method to get you more leads. (리드를 더 많이 얻는 광고 방법 말이죠.)

@[5:16] So now that we know what the core four is, now we go to (자, 코어 4가 뭔지 알았으니 이제 웜 아웃리치로 갑니다.)

@[5:19] warm outreach, which is the first (웜 아웃리치는 코어 4의 첫 번째로,)

@[5:21] of the core four, which is people who know you, reaching (나를 아는 사람들에게)

@[5:24] out to them one-on-one. (일대일로 연락하는 겁니다.)

@[5:25] And I will build linearly from simplest to most complex in (이 트레이닝은 가장 단순한 것부터 복잡한 것 순으로)

@[5:28] this training so that if you were (선형적으로 쌓아갈 겁니다. 그래서 이제 막)

@[5:30] starting out, this is where I'd recommend you begin because (시작하는 분이라면 여기서 시작하시길 권합니다.)

@[5:33] this is the easiest way. (가장 쉬운 방법이거든요.)

@[5:34] And I'll tell you a quick story about how I started using (제가 이걸 어떻게 처음 썼고 그 이후로 어떻게 써왔는지)

@[5:36] this and how I've used it since (짧은 이야기를)

@[5:37] then. (들려드리겠습니다.)

@[5:37] My first time I ever did warm outreach. (제가 웜 아웃리치를 처음 했을 때 얘기입니다.)

@[5:39] This was also the first business I ever started. (제가 처음 시작한 사업이기도 했죠.)

@[5:41] And so I was actually filing my MBA application to go to, (당시 저는 MBA 지원서를 내고 있었습니다.)

@[5:45] well, a fancy school. (음, 좀 좋은 학교였죠.)

@[5:47] And one of the questions was, how will Harvard degree help (질문 중 하나가 "하버드 학위가 당신의 단기 및 장기)

@[5:50] your short and long-term business (사업 목표에 어떻게 도움이 되겠는가?"였습니다.)

@[5:52] goals? (사업 목표 말이죠.)

@[5:52] And I thought about it for like three days. (사흘 정도 고민했습니다.)

@[5:54] And I realized that it wasn't actually going to help my (그리고 깨달았어요. 실제로는 제 장기 사업 목표에)

@[5:56] long-term business goals because (도움이 안 된다는 걸요. 왜냐하면)

@[5:57] I wanted to start a business. (저는 사업을 시작하고 싶었거든요.)

@[5:58] And I figured if I took two years and didn't make money, (2년 동안 돈을 못 번다고 계산해 보니,)

@[6:01] that's like probably 120, 140 grand (학교에 다니느라 못 버는 돈이)

@[6:05] of money I wasn't making because I was going to school. (대략 12만~14만 달러쯤 되더군요.)

@[6:07] And then I have to pay another 120, 150 grand to go there. (게다가 학비로 또 12만~15만 달러를 내야 했고요.)

@[6:11] I'm like, man, I'm like 300 grand in the hole by going to (그래서 생각했죠. "학교 2년 다니면 30만 달러)

@[6:15] school and two years. (마이너스로 시작하는 거네.")

@[6:16] And I was like, do I, and the average starting salary (그리고 당시 경영대학원 졸업생 평균 초봉이)

@[6:18] coming out of business school at the (얼마였냐면)

@[6:20] time was 120,000 a year. (연 12만 달러였습니다.)

@[6:22] And I was like, man, so I could take that $300,000 in two (그래서 생각했어요. "2년에 30만 달러를 쓰는 대신,)

@[6:26] years. (그 돈을 다르게 쓸 수 있겠다.")

@[6:27] And if I can get to at least $10,000 a month in income, I (월 소득 1만 달러만 만들 수 있다면,)

@[6:31] will have passed what I would have (학위로 얻었을 것을)

@[6:32] done with the education. (넘어서는 셈이다.)

@[6:33] And hopefully that will be my business degree. (그리고 그게 제 경영학 학위가 되는 거죠.)

@[6:36] And that was the reasoning I had because for me, I wanted (그게 제 논리였습니다. 저는 사업을)

@[6:38] to start a business. (시작하고 싶었으니까요.)

@[6:38] I thought maybe that's the best way to learn about business (사업을 배우는 최선의 방법은 사업을 시작하는 것일지도)

@[6:40] is to start one. (모른다고 생각했습니다.)

@[6:41] And so that's what I decided to do. (그래서 그렇게 하기로 했죠.)

@[6:43] So that application actually drove me to start Impetus (결국 그 지원서 덕분에 임페투스 그룹(Impetus Group)을)

@[6:47] Group, which if you hear me (창업하게 됐습니다. 그런데 소리 내서 읽어보면)

@[7:06] say it out loud, it's ridiculous. (이름이 참 우스꽝스럽죠.)

@[7:26] Because the first time I told someone was like, I started (처음 누군가에게 "LLC를 차렸어,)

@[7:28] my LLC. (회사를 만들었어)

@[7:28] It's called Impetus Group. (이름은 임페투스 그룹이야"라고 했더니)

@[7:29] They were like, impetus? ("임페투스?"라고 하더군요.)

@[7:31] And I was like, fuck. (그래서 "아, 망했다" 싶었죠.)

@[7:32] I was like, that's why it was available. ("그래서 그 이름이 비어 있었구나" 했습니다.)

@[7:33] And so I quickly changed it to the free training project. (그래서 얼른 '프리 트레이닝 프로젝트'로 바꿨습니다.)

@[7:38] And so what that was, was I asked people to train them in (그게 뭐였냐면, 사람들을 트레이닝해 주는 대가로)

@[7:42] exchange for them donating $500 (그들이 원하는 자선단체에 500~1,000달러를)

@[7:45] to $1,000 to the charity of their choice. (기부하게 하는 것이었습니다.)

@[7:47] All right. (그렇습니다.)

@[7:48] And if they didn't have one, I had one that I recommended. (원하는 단체가 없으면 제가 하나 추천해 줬고요.)

@[7:50] And so it was a way that I could get people to try my stuff (사람들이 제 서비스를 공짜로 — 저에게는 공짜인 조건으로 —)

@[7:53] for free, but like free for (써보게 하는 방법이었습니다.)

@[7:56] me in terms, but they had to have some skin in the game. (대신 그들도 뭔가 걸어야 했죠.)

@[7:58] Now I could have just done it for free and that would have (그냥 무료로 해도 됐을 거고 그것도 효과가)

@[8:00] worked too. (있었을 겁니다.)

@[8:00] This is just how I chose to do it. (그냥 제가 선택한 방식이었어요.)

@[8:02] You can do whatever you want. (여러분은 원하는 대로 하시면 됩니다.)

@[8:04] And so what I did was I said, Hey, I'm doing this thing. (제가 한 건 이겁니다. "안녕, 나 이런 걸 하고 있어.")

@[8:07] That was my offer. (그게 제 오퍼였죠.)

@[8:08] I'm helping people transform for 12 weeks. ("12주 동안 사람들의 몸을 바꿔주고 있어.")

@[8:10] I'll do all their nutrition, all their training, all their ("영양, 훈련, 장보기 목록까지 전부 다 해줘.)

@[8:12] grocery lists, everything to help (변화를 돕기 위한)

@[8:14] them transform. (모든 걸 해줘.")

@[8:14] And I'll do it online. ("온라인으로 진행해.")

@[8:15] And I said, do you know anybody who'd be interested? (그리고 물었죠. "관심 있을 만한 사람 아는 사람 있어?")

@[8:17] And I messaged everybody in my contact list. (연락처에 있는 모든 사람에게 메시지를 보냈습니다.)

@[8:20] And I messaged everyone I knew across all my platforms and (모든 플랫폼과 휴대폰 연락처에 있는)

@[8:24] all my cell phone contacts. (아는 사람 전부에게 보냈어요.)

@[8:26] And I got six people who said, yeah, I'd be down. (그리고 여섯 명이 "그래, 해볼게"라고 답했습니다.)

@[8:30] And so I got six people and I actually still have their, (여섯 명을 얻었고, 지금도 그들의)

@[8:32] their before and after pictures. (전후 사진을 가지고 있습니다.)

@[8:34] So they're all right there. (바로 여기 있죠.)

@[8:35] I think I maybe got extraordinarily lucky or they also knew (제가 엄청나게 운이 좋았거나, 아니면 그들이 이게 저에게)

@[8:37] that this was like really important (정말 중요하다는 걸)

@[8:38] to me. (알았던 것 같습니다.)

@[8:39] And these were all people who knew me. (전부 저를 아는 사람들이었으니까요.)

@[8:40] So they tried really hard because they knew it mattered to (그들은 이게 저에게 중요하다는 걸 알았기 때문에)

@[8:42] me. (정말 열심히 했습니다.)

@[8:42] And I told them, I was like, I need these. (저도 말했어요. "이게 나한테 필요해.")

@[8:43] So I want to start a fitness business. ("피트니스 사업을 시작하고 싶어.")

@[8:44] So like, really try, like, I'll give you everything. ("그러니까 진짜 열심히 해줘. 난 모든 걸 다 줄게.")

@[8:47] But like, and I give them my cell phone number and I talked (그리고 제 휴대폰 번호를 주고 그들이 필요할 때마다)

@[8:49] to them whenever they needed me. (언제든 대화했습니다.)

@[8:50] Like I was just there. (그냥 항상 있어줬어요.)

@[8:51] And to be really clear, this business only required an LLC. (분명히 말씀드리면, 이 사업에 필요한 건 LLC 하나,)

@[8:56] A bank account and a cell phone. (은행 계좌 하나, 그리고 휴대폰뿐이었습니다.)

@[8:58] And that was how I started this business. (그게 제가 이 사업을 시작한 방식입니다.)

@[9:00] I would text them the thing and they would text it back to (제가 문자로 내용을 보내면 그들이 다시 저에게)

@[9:02] me. (문자로 답했죠.)

@[9:02] And that was it. (그게 전부였습니다.)

@[9:03] All right. (그렇습니다.)

@[9:03] And so the key point here is that I worked for free. (여기서 핵심은 제가 무료로 일했다는 겁니다.)

@[9:07] And then later over time, I said, hey, do you know anybody (그리고 나중에 시간이 지나서 물었죠. "혹시 이거에)

@[9:10] else who'd be interested in (관심 있을 만한 다른 사람)

@[9:12] this? (아는 사람 있어?")

@[9:12] And then they started referring me business. (그러자 그들이 저에게 사업을 소개해 주기 시작했습니다.)

@[9:14] And at that point, I said, after the 12 weeks, I said, (그 시점에, 12주가 끝난 후 제가 말했죠.)

@[9:16] would you guys mind paying me? ("혹시 돈을 내주실 수 있을까요?")

@[9:18] Because I'm actually going to start doing this full time ("제가 컨설팅 일 대신 이걸 풀타임으로)

@[9:20] rather than my consulting job. (하려고 하거든요.")

@[9:22] And crazy enough, people were like, oh, I don't mind. (놀랍게도 사람들이 "아, 괜찮아요"라고 했습니다.)

@[9:25] And just like that, everyone converted over and I was (그렇게 모두가 전환됐고, 저는 집에서)

@[9:27] making about $4,000 a month from (월 4,000달러 정도를)

@[9:29] home. (벌게 됐습니다.)

@[9:29] And I replaced my consulting income. (컨설팅 수입을 대체한 거죠.)

@[9:31] And all I had was an LLC, a bank account, a way to process (제가 가진 건 LLC, 은행 계좌, 결제 수단,)

@[9:34] money. (그게 다였고요.)

@[9:34] And the fourth one, a way to communicate my phone and email (네 번째로 소통 수단인 전화와 이메일이 있었는데)

@[9:38] was the most important because (이게 가장 중요했습니다. 왜냐하면)

@[9:40] that's how I was able to make money and reach people. (그걸로 돈을 벌고 사람들에게 닿을 수 있었으니까요.)

@[9:41] That's how I advertised. (그게 제가 광고한 방식이었습니다.)

@[9:42] I didn't even know it yet. (그땐 저도 몰랐지만요.)

@[9:44] I was using the first of the core four and I still use it (저는 코어 4의 첫 번째를 쓰고 있었고, 지금도)

@[9:46] today, but that was the first (쓰고 있습니다. 하지만 그때가)

@[9:47] time I ever did it. (처음이었죠.)

@[9:48] And so if you're starting out, it might be the most (그러니 이제 시작하는 분이라면, 이게 가장 수익성 높고)

@[9:50] profitable and easiest way to get going. (가장 쉬운 출발 방법일 수 있습니다.)

@[9:53] So that is warm outreach and my experience with it. (이것이 웜 아웃리치와 그에 대한 제 경험입니다.)

@[9:56] So here's how it works. (자, 이게 어떻게 작동하는지 보여드리겠습니다.)

@[9:57] And again, we're going to build this soup to nuts for you, (다시 말하지만, 이 시스템을 처음부터 끝까지)

@[10:00] this system. (만들어 드릴 겁니다.)

@[10:01] So if you're starting your first business, memorize this (첫 사업을 시작하는 분이라면, 이 트레이닝을)

@[10:04] training. (외우세요.)

@[10:05] Like actually don't memorize this training, do this (아니, 외우지 말고 이 트레이닝을)

@[10:08] training and then go make money. (실행하고 돈을 버세요.)

@[10:09] And then you can move on to the next ones. (그다음에 다음 단계로 넘어가면 됩니다.)

@[10:10] All right. (그렇습니다.)

@[10:10] Just consider them like graduation levels. (졸업 단계라고 생각하세요.)

@[10:12] Now, in fundamentally, you can do any of the ways to (근본적으로는 네 가지 광고 방법 중 어느 것이든)

@[10:14] advertise immediately. (바로 시작할 수 있습니다.)

@[10:15] Like if you have the skillset and you have the money, you (기술과 돈이 있다면, 다른 어떤 것도)

@[10:16] could do any of the other ones (할 수 있죠.)

@[10:17] too. (그렇습니다.)

@[10:18] This is again, my story and how I did it. (이건 어디까지나 제 이야기이고 제가 한 방식입니다.)

@[10:20] So warm outreach is one-on-one to people who know you, (웜 아웃리치는 나를 아는 사람에게 일대일로 하는 것입니다.)

@[10:23] right? (그렇죠?)

@[10:24] It is the cheapest, most reliable way to find new customers (신규 고객을 찾는 가장 저렴하고 가장 확실한 방법입니다.)

@[10:28] , right? (그렇죠?)

@[10:29] Cheap and reliable, good combo, right? (싸고 확실하다, 좋은 조합이죠?)

@[10:31] And you can do it without being icky. (게다가 느끼하지 않게 할 수 있습니다.)

@[10:33] And I'm going to show you how to do it without being a sc (진상처럼 굴지 않고 하는 방법을)

@[10:35] umbag. (보여드리겠습니다.)

@[10:35] All right. (자.)

@[10:36] So the reason MLMs and some of these things have really bad (다단계 같은 것들이 평판이 나쁜 이유는)

@[10:38] names is because they don't (사람들에게)

@[10:39] teach people how to be human beings and not be weirdos when (영업할 때 인간답게, 이상한 사람처럼 굴지 않는 법을)

@[10:42] they solicit people for business. (가르치지 않기 때문입니다.)

@[10:44] And I'm going to show you how to do it and how I did it. (제가 하는 법과 제가 했던 방식을 보여드리겠습니다.)

@[10:46] Okay. (자.)

@[10:46] So the first step of this, all right, it's the step number (첫 번째 단계는,)

@[10:50] one is that you get a list. (리스트를 확보하는 것입니다.)

@[10:51] All right. (그렇습니다.)

@[10:52] Now you might say, but I don't have any leads. ("근데 저는 리드가 하나도 없는데요"라고 할 수 있죠.)

@[10:55] Everyone has a list. (누구나 리스트가 있습니다.)

@[10:56] And so right now, if you pull up your phone and you look at (지금 당장 휴대폰을 꺼내서 연락처를 보세요.)

@[11:00] all your contacts, those are (그게 전부)

@[11:02] leads. (리드입니다.)

@[11:02] You look at your social media, you look at Instagram, you (소셜 미디어를 보세요. 인스타그램을 보고)

@[11:05] see how many people follow you. (팔로워가 몇 명인지 확인하세요.)

@[11:06] Maybe it's 200 people. (200명일 수도 있죠.)

@[11:07] Fine. (괜찮습니다.)

@[11:08] They have people that you have means to contact. (그들은 내가 연락할 수단이 있는 사람들입니다.)

@[11:10] You look through every one of your past emails because you (과거 이메일도 전부 뒤져보세요. 이메일 주소를)

@[11:12] 've changed them so many times. (여러 번 바꿨을 테니까요.)

@[11:13] You look at all the contacts of the people that you have (수년간 이메일을 주고받은 사람들의)

@[11:16] emailed over the years. (연락처를 전부 보세요.)

@[11:17] Those are leads. (그게 다 리드입니다.)

@[11:18] And guess what? (그리고 어떨까요?)

@[11:19] If you add all those together, most people have contacted a (다 합치면 대부분의 사람은 살면서 여러 플랫폼에 걸쳐)

@[11:23] thousand, two thousand, three (1,000명, 2,000명, 3,000명과)

@[11:25] thousand people throughout their lives across the platforms (연락을 주고받았습니다.)

@[11:28] that they exist on. (자신이 존재하는 플랫폼들에서요.)

@[11:29] And if right now you have no contacts in your phone, on (만약 지금 휴대폰에도 페이스북에도 연락처가 없고)

@[11:31] Facebook, and you don't do social (소셜 미디어도)

@[11:33] media, welcome to planet earth. (안 한다면, 지구에 오신 걸 환영합니다.)

@[11:35] It's a great place. (여기 좋은 곳이에요.)

@[11:36] We'd love to have you. (함께하게 되어 기쁩니다.)

@[11:37] And if you want to get customers, you have to go where the (고객을 얻고 싶다면 물고기가 있는 곳으로)

@[11:41] fish are and you have to find (가야 합니다. 그리고)

@[11:43] out where they're paying attention and put yourself there. (사람들이 관심을 두는 곳을 찾아 거기에 자신을 두어야 합니다.)

@[11:45] So at the very least, you should know someone because (최소한 누군가는 알고 있을 겁니다. 왜냐하면)

@[11:47] everybody knows someone because you (누구나 누군가는 알고 있으니까요.)

@[11:48] were born. (태어났으니 말입니다.)

@[11:49] All right. (그렇습니다.)

@[11:49] So everybody knows somebody. (그러니 누구나 누군가를 압니다.)

@[11:50] And so you take that list and that is step one. (그 리스트를 만드는 게 1단계입니다.)

@[11:52] You get your list. (리스트를 확보하세요.)

@[11:53] And so there's your proof. (그게 증거입니다.)

@[11:55] Grab your phone, all your email accounts, social media (휴대폰, 모든 이메일 계정, 소셜 미디어 팔로워를 모아)

@[11:57] followers, put the names on a (이름을 시트에)

@[11:58] sheet. (적으세요.)

@[11:58] Put the names on a sheet. (이름을 시트에 적으세요.)

@[11:59] And you're like, wow, that sounds like work, Alex. ("와, 그거 일처럼 들리는데요, 알렉스"라고 하시겠죠.)

@[12:00] Welcome to business. (사업의 세계에 오신 걸 환영합니다.)

@[12:01] All right. (그렇습니다.)

@[12:02] Then add up the numbers on the sheet. (그다음 시트의 숫자를 더하세요.)

@[12:04] You actually don't need to add it up. (사실 직접 더할 필요도 없습니다.)

@[12:05] Excel adds it up for you. (엑셀이 더해주니까요.)

@[12:06] All right. (그렇습니다.)

@[12:07] And then figure out the number. (그리고 숫자를 파악하세요.)

@[12:08] That number is your starting list of how many leads you (그 숫자가 여러분이 가진 리드의)

@[12:11] have. (출발 리스트입니다.)

@[12:11] This is exactly what I did when I started a different (이건 제가 그로부터 10년 뒤에 다른 사업을 시작할 때)

@[12:14] business 10 years after this. (했던 것과 똑같습니다.)

@[12:16] When I started getting our software company, I made a list (소프트웨어 회사를 시작할 때, 제가 가진 모든 연락처에서)

@[12:19] of every single person that I (이것에 관심 있을 것 같은)

@[12:21] thought might be interested in this thing from every (사람 한 명 한 명의)

@[12:23] contact source I had. (리스트를 만들었습니다.)

@[12:24] And that's how I started that business. (그게 그 사업을 시작한 방식입니다.)

@[12:26] And I'll tell you that because it was a more advanced (그 얘기는 더 고급 전략이었기 때문에)

@[12:27] strategy yesterday in the second half (트레이닝 후반부에서)

@[12:29] of the training, but it still started with this core (다루겠지만, 그래도 웜 아웃리치를 이해하는)

@[12:31] strategy of understanding warm outreach. (이 핵심 전략에서 출발했습니다.)

@[12:33] And if I hadn't had that experience, I wouldn't have been (그 경험이 없었다면 나중에 한 일을)

@[12:35] able to do what I did later. (할 수 없었을 겁니다.)

@[12:36] So once you have your list, you pick a platform. (리스트가 생겼으면 플랫폼을 고릅니다.)

@[12:39] Okay. (자.)

@[12:39] Now there's lots of different platforms, YouTube shorts, (플랫폼은 아주 많습니다. 유튜브 쇼츠,)

@[12:42] YouTube, email, LinkedIn, TikTok, (유튜브, 이메일, 링크드인, 틱톡,)

@[12:44] Amazon's even a platform now, Instagram, Instagram reels, (이제 아마존도 플랫폼이죠. 인스타그램, 인스타 릴스,)

@[12:48] Instagram posts, Twitter, (인스타 게시물, 트위터,)

@[12:49] podcasts. (팟캐스트.)

@[12:50] There's a million of them. (수도 없이 많습니다.)

@[12:51] And guess what? (그런데요?)

@[12:52] In the future, maybe all these symbols will change. (미래에는 이 아이콘들이 다 바뀔지도 모릅니다.)

@[12:55] But the fact that people will pay attention to stuff will (하지만 사람들이 무언가에 관심을 둔다는 사실은)

@[12:57] not. (바뀌지 않습니다.)

@[12:58] And the places where people pay attention to stuff, you (그리고 사람들이 관심을 두는 곳에서는)

@[13:00] will be able to advertise. (언제나 광고할 수 있습니다.)

@[13:02] So then you pick a platform. (그러니 플랫폼을 고르세요.)

@[13:05] If you're like, well, which one do I pick? ("어떤 걸 골라야 하죠?"라고 하신다면)

@[13:06] Pick the one you got the most contacts on and start there. (연락처가 가장 많은 곳을 골라 거기서 시작하세요.)

@[13:09] Because either way, you're going to move through them all. (어차피 전부 훑게 될 테니까요.)

@[13:10] Think about this. (생각해 보세요.)

@[13:12] If you have a contact on email and you only have them on (어떤 사람이 이메일에만 있다면,)

@[13:14] email, then you're going to start (거기서 시작하는)

@[13:15] there. (수밖에 없습니다.)

@[13:16] If you have them in two places, you can contact them in two (두 군데에 있다면 두 군데로)

@[13:17] places. (연락할 수 있죠.)

@[13:18] In some ways, it's almost like two leads. (어떤 면에서는 리드 두 개나 마찬가지입니다.)

@[13:22] As an aside, it's the same thing where people have (참고로, 사람들이 콘텐츠 소비에)

@[13:24] preferences of consumption. (선호가 있는 것과 같습니다.)

@[13:26] People also have preferences for communication. (사람들은 소통 방식에도 선호가 있습니다.)

@[13:27] Like, I don't like doing phone calls, but I'm a decent te (저는 통화를 좋아하지 않지만 문자는)

@[13:30] xter. (꽤 잘 합니다.)

@[13:30] I also don't do, I don't really like messaging platforms (메신저 플랫폼도 별로)

@[13:33] much either. (좋아하지 않고요.)

@[13:34] So like, if somebody emails me and somebody texts me and it (그래서 같은 사람이 이메일과 문자를 둘 다 보내면)

@[13:36] 's the same person likely that (제가 답할 확률은)

@[13:38] I responded, that text is significantly higher. (문자 쪽이 훨씬 높습니다.)

@[13:39] So don't feel weird about using multiple means of (그러니 리드의 답을 받기 위해 여러 소통 수단을 쓰는 걸)

@[13:41] communication to get a lead to respond. (이상하게 여기지 마세요.)

@[13:43] All right. (자.)

@[13:43] So you're like, okay, I have my list. ("좋아, 리스트가 있고)

@[13:45] I pick my platform. (플랫폼도 골랐어.)

@[13:46] Well, what do I say? (그럼 뭐라고 말하죠?")

@[13:47] So here's what you do. (이렇게 하시면 됩니다.)

@[13:49] You look for 30 seconds to see what's new on in that person (30초 동안 그 사람의 근황에 뭐가 있는지)

@[13:53] 's life. (찾아봅니다.)

@[13:53] You look at their social media. (소셜 미디어를 봅니다.)

@[13:54] You look at their business. (그들의 사업을 봅니다.)

@[13:55] You look anywhere you can find stuff. (찾을 수 있는 곳은 어디든 봅니다.)

@[13:56] You type their name into a search engine and you see what (검색 엔진에 이름을 쳐서 뭐가 나오는지)

@[13:58] comes up. (봅니다.)

@[13:59] All right. (그렇습니다.)

@[13:59] And then you ask them about it. (그리고 그것에 대해 물어봅니다.)

@[14:02] Notice, is there anything icky about asking somebody who (생각해 보세요. 아는 사람에게 그 사람 자신에 대해 묻는 게)

@[14:05] you know about themselves? (느끼한 구석이 있나요?)

@[14:07] First rule of Dale Carnegie, people love talking about (데일 카네기의 제1원칙: 사람들은 자기 얘기 하는 걸)

@[14:08] themselves. (정말 좋아합니다.)

@[14:09] Let them. (하게 두세요.)

@[14:10] This is pretty easy, right? (꽤 쉽죠?)

@[14:13] We're like, we're moving through this pretty quick. (꽤 빠르게 진행하고 있습니다.)

@[14:14] Like it doesn't have to be complicated. (복잡할 필요가 없어요.)

@[14:16] So what we're doing there is we personalized. (여기서 하는 게 개인화입니다.)

@[14:18] Instead of just saying, hey, want to buy my thing? ("내 물건 살래?"라고 하는 대신)

@[14:20] You say, hey, saw you had a baby. ("아기 낳았다며!")

@[14:23] Hey, saw you just moved cities. ("이사했다며!")

@[14:24] Hey, saw you played guitar at that thing this weekend. ("주말에 기타 연주했다며.)

@[14:27] It looks awesome. (엄청 멋져 보이던데.)

@[14:27] How was it? (어땠어?"라고 하는 겁니다.)

@[14:29] Then you reach out. (그다음에 연락을 취합니다.)

@[14:32] Now, obviously some of these things happen at the same time (물론 이 단계들 중 일부는 동시에 일어납니다.)

@[14:33] . (그렇죠.)

@[14:34] I separate them out for steps just for simplicity. (단순화를 위해 단계로 나눈 것뿐입니다.)

@[14:35] All right. (자.)

@[14:36] And so then here's what you do. (그리고 이렇게 합니다.)

@[14:38] You reach out to 100 people every single day via email, (매일 100명에게 연락합니다. 이메일,)

@[14:42] phone call, direct message, SMS, (전화, DM, 문자,)

@[14:43] voicemail, whatever it is. (음성 메시지, 뭐든 상관없습니다.)

@[14:45] And you reach out to the person who knows you and you do (나를 아는 사람에게 연락하고, 매일)

@[14:47] 100 every day. (100명씩 합니다.)

@[14:48] And this is one of my favorite Chinese proverbs. (제가 좋아하는 중국 속담이 있습니다.)

@[14:50] Everything must be hard before it can be easy. (모든 일은 쉬워지기 전에 반드시 어렵다.)

@[14:52] And so if you're like, man, this is going to be hard. ("와, 이거 힘들겠는데" 싶으시겠죠.)

@[14:55] Well, I promise you that you probably waited 20 years to do (장담하는데, 첫 번째를 하기까지는 20년을 기다렸을지 몰라도)

@[14:58] the first one, but you only (두 번째는)

@[14:59] wait two minutes to do the second one and then 20 seconds (2분 만에, 세 번째는 20초 만에)

@[15:01] to do the third one. (하게 됩니다.)

@[15:02] And it gets easier the more you do. (할수록 쉬워집니다.)

@[15:04] All right. (그렇습니다.)

@[15:04] And again, your big fear is of getting rejected. (가장 큰 두려움은 거절당하는 것이죠.)

@[15:06] And I'll tell you how to get around that in a second. (그걸 피하는 법을 곧 알려드리겠습니다.)

@[15:08] Not the fear. (두려움 자체가 아니라)

@[15:08] I'll just show you what you need to say so you don't even (애초에 그런 상황에 빠지지 않도록)

@[15:10] get into that situation. (뭐라고 말해야 하는지를요.)

@[15:11] All right. (자.)

@[15:12] And when you do this, you're like, well, do I reach out to ("한 번만 연락하면 되나요?"라고)

@[15:14] them once? (물으시겠죠.)

@[15:14] No. (아니요.)

@[15:15] Reach out to them multiple times. (여러 번 연락하세요.)

@[15:16] Why? (왜냐고요?)

@[15:16] Because you have something that you think might help them. (그들에게 도움이 될 만한 무언가를 가지고 있으니까요.)

@[15:18] They don't know that yet. (그들은 아직 모릅니다.)

@[15:19] But all we're doing is ask them about themselves. (하지만 우리가 하는 건 그들 자신에 대해 묻는 것뿐입니다.)

@[15:20] Again, we haven't done any soliciting. (아직 아무것도 권유하지 않았습니다.)

@[15:22] We haven't sold anything at all. (아무것도 팔지 않았어요.)

@[15:24] We're just asking about themselves. (그냥 그들에 대해 묻고 있을 뿐입니다.)

@[15:26] All right. (자.)

@[15:26] And the reason you do it this way is you act like you (이렇게 하는 이유는, 정말로 그들과 이야기하고 싶은 사람처럼)

@[15:28] actually want to talk to them. (행동하기 위해서입니다.)

@[15:29] So like if you actually want to talk to your mom or your (정말로 엄마나 아빠, 혹은 좋아하는 누군가와)

@[15:32] dad or pick some person that you (이야기하고 싶다면)

@[15:34] like, what would you do? (어떻게 하시겠어요?)

@[15:35] Would you text them once? (문자 한 번만 보내나요?)

@[15:35] No. (아니죠.)

@[15:36] You text them, you call them. (문자도 보내고 전화도 합니다.)

@[15:37] And then a couple hours later, you text and call them. (그리고 몇 시간 뒤에 또 문자하고 전화합니다.)

@[15:39] You're like, oh, what's up? ("어, 뭐 해?")

@[15:39] Hey, where are you? ("어디야?")

@[15:40] Right? (그렇죠?)

@[15:41] Because you'd act like you're actually trying to get a hold (정말로 연락이 닿으려고 애쓰는 것처럼 행동하지,)

@[15:43] of them, not work them like (리드를 관리하듯이)

@[15:44] a lead. (하지 않습니다.)

@[15:44] You act like a human being and people respond to you like a (사람답게 행동하면 사람들도 사람답게)

@[15:47] human being. (반응합니다.)

@[15:47] Crazy. (놀랍죠.)

@[15:48] Okay. (자.)

@[15:49] So got our list. (리스트를 확보했고,)

@[15:51] We picked our platform. (플랫폼을 골랐고,)

@[15:51] We personalized it. (개인화했고,)

@[15:52] And then we reach out to 100 people and we do each of those (그리고 100명에게 연락하되, 각각)

@[15:55] three times. (세 번씩 합니다.)

@[15:59] Now, some people are going to respond. (이제 일부는 답장을 할 겁니다.)

@[16:01] What do I say now? ("이제 뭐라고 하죠?")

@[16:03] Use the ACA framework. (ACA 프레임워크를 쓰세요.)

@[16:07] Acknowledge, compliment, ask the next question. (인정하고(Acknowledge), 칭찬하고(Compliment), 다음 질문을 하기(Ask).)

@[16:07] All right. (자.)

@[16:07] This is also, by the way, how you have a conversation. (참고로 이건 대화하는 법이기도 합니다.)

@[16:09] Pro tip. (꿀팁이죠.)

@[16:12] So acknowledge. (먼저 인정.)

@[16:12] Acknowledge what they said and then restate it to show that (상대가 말한 걸 인정하고, 다시 말해줌으로써)

@[16:15] you're listening. (듣고 있다는 걸 보여줍니다.)

@[16:16] Now, in a phone call, that's called mirroring. (전화 통화에서는 이걸 미러링이라고 합니다.)

@[16:19] All right. (그렇습니다.)

@[16:20] It's something that people actually like people who mirror (사람들은 자기를 미러링하는 사람을 실제로)

@[16:22] them. (좋아합니다.)

@[16:22] And it sounds ridiculous. (우스꽝스럽게 들리긴 하죠.)

@[16:23] Now, you don't need to, don't be a weirdo about this. (그렇다고 이상하게 굴지는 마세요.)

@[16:26] All right. (자.)

@[16:26] It's just showing that you're listening to what they're (그냥 상대의 말을 듣고 있다는 걸 보여주고)

@[16:28] saying and it shows that you're (그들에게 주의를 기울이고 있다는 걸)

@[16:30] paying attention to them. (보여주는 겁니다.)

@[16:30] Because the three things that reward people are attention, (사람에게 보상이 되는 세 가지는 관심,)

@[16:32] affection, and approval. (애정, 그리고 인정이기 때문입니다.)

@[16:33] All right. (그렇습니다.)

@[16:34] So we're showing attention and approval by paying attention (그래서 상대의 말에 주의를 기울이고 그걸 다시)

@[16:38] to what they're saying and then (말해줌으로써)

@[16:39] saying it back. (관심과 인정을 보여주는 겁니다.)

@[16:40] So it shows we approve of it. (우리가 그걸 인정한다는 걸 보여주는 거죠.)

@[16:41] All right. (자.)

@[16:41] And so like example, two kids and you're a full-time (예를 들어 "아이가 둘이고 풀타임 회계사"라고)

@[16:44] accountant. (했다고 칩시다.)

@[16:45] And they just told you that they have two kids and they're (상대가 방금 아이 둘에 풀타임 회계사라고)

@[16:47] a full-time accountant. (말했다면)

@[16:48] Like, wow. ("우와" 하는 거죠.)

@[16:49] Now we go to C. (이제 C로 갑니다.)

@[16:51] Now we compliment them. (칭찬을 합니다.)

@[16:52] Man, you're a super mom. ("와, 슈퍼맘이시네요.")

@[16:53] So hardworking. ("정말 성실하시고요.")

@[16:54] And you're managing a full-time career with two kids. ("아이 둘 키우면서 풀타임 커리어까지 하시다니.")

@[16:56] That's crazy. ("대단해요.")

@[16:56] Right. (그렇죠.)

@[16:57] And so what you do is you compliment them on whatever it is (상대가 자기에 대해 말한 무엇이든)

@[16:59] they told you about themselves. (그것으로 칭찬합니다.)

@[17:01] All right. (자.)

@[17:01] And ideally, if you want to go super here, tie it to a (그리고 이상적으로는, 한 단계 더 가고 싶다면)

@[17:04] positive character trait if you can. (긍정적인 성격 특성과 연결하세요.)

@[17:06] All right. (그렇습니다.)

@[17:07] So if you want to say that, see, it says hardworking. (보시면 '성실하다'라고 했죠.)

@[17:09] All right. (그렇습니다.)

@[17:10] You want to tie that thing they are to a trait. (상대의 상태를 어떤 특성과 연결하고 싶은 겁니다.)

@[17:13] Because what we're going to do later is we're going to use (왜냐하면 나중에 우리는 그 특성을 활용해서)

@[17:15] that trait and associate our thing with the trait we (우리 제품을 그 특성과)

@[17:18] associated them with. (연결시킬 거니까요.)

@[17:19] And so then they're going to see I equals should buy this (그러면 상대는 '나 = 이 제품을 사야 하는 사람'이라고)

@[17:22] product because they want to maintain that positive trait (보게 됩니다. 여러분의 눈에 비친 그 긍정적 이미지를)

@[17:24] in your eyes because they want your attention, your (유지하고 싶어 하니까요. 여러분의 관심,)

@[17:26] affection, your approval. (애정, 인정을 원하니까요.)

@[17:27] So then, so we've acknowledged what they said. (자, 상대가 한 말을 인정했고,)

@[17:31] We give them a compliment about it. (그것에 대해 칭찬했고,)

@[17:32] We associate with a label that's positive. (긍정적인 라벨과 연결했습니다.)

@[17:33] And you might be like, this sounds like a lot. ("너무 복잡한데요"라고 하실 수 있죠.)

@[17:35] It's going to be via message or via email. (메시지나 이메일로 할 겁니다.)

@[17:37] And maybe it's a phone call. (전화일 수도 있고요.)

@[17:38] You'll get some reps in. (반복하다 보면 익숙해집니다.)

@[17:39] And guess what? (그리고요?)

@[17:39] You're going to blow in the beginning. (처음엔 형편없을 겁니다.)

@[17:41] And that's okay. (괜찮아요.)

@[17:43] Because guess what? (왜냐하면요,)

@[17:44] If you do a thousand of these, you'll blow less than you (천 번을 하면 처음보다는 덜 형편없어질)

@[17:45] did at the beginning. (테니까요.)

@[17:46] That is a promise. (이건 약속드립니다.)

@[17:47] All right. (그렇습니다.)

@[17:48] And so that's guaranteed. (보장된 겁니다.)

@[17:49] And so if you know you can blow less in the future, then (미래에 덜 형편없어질 걸 안다면,)

@[17:51] you might as well get the blowing now today out of the way. (형편없는 시기를 오늘 당장 해치우는 게 낫습니다.)

@[17:53] All right. (자.)

@[17:54] So the last A is you ask the next question. (마지막 A는 다음 질문을 하는 것입니다.)

@[17:57] And so here's the key part. (여기가 핵심입니다.)

@[17:58] Like this is the key. (정말 핵심이에요.)

@[17:59] Is you lead the conversation in direction closer to your (대화를 여러분의 오퍼 쪽으로)

@[18:01] offer. (끌고 가는 겁니다.)

@[18:01] So if I have that mom who has two kids. (아이 둘 있는 그 엄마 예로 돌아가서요.)

@[18:03] Now, mind you, she didn't bring up anything. (참고로 그분은 아무것도 꺼내지 않았습니다.)

@[18:05] She just said, I have two kids and I'm going to count. (그냥 "아이 둘 있고 회계사예요"라고만 했죠.)

@[18:06] Okay. (자.)

@[18:06] Well, there's nothing new there. (특별한 게 없습니다.)

@[18:08] That's fine. (괜찮아요.)

@[18:08] I use a purposely boring scenario to show you how this (일부러 지루한 상황을 예로 들어서 이게 어떻게 작동하는지)

@[18:11] works. (보여드리는 겁니다.)

@[18:11] So if I were selling therapy, then I'd say, hey, do you (제가 심리상담을 판다면 이렇게 묻겠죠. "혼자만의)

@[18:13] ever get time for yourself? (시간은 좀 있으세요?")

@[18:14] If I was selling fitness, I'd say, hey, do you have time to (피트니스를 판다면 "운동할 시간은)

@[18:17] get workouts in? (있으세요?"라고 하겠고요.)

@[18:18] Or how do you prep your food? (또는 "식사 준비는 어떻게 하세요?")

@[18:19] Or how do you prep your food for yourself and your family? ("본인과 가족 식사 준비는 어떻게 하세요?")

@[18:21] These are all ways that I could weave that in. (전부 자연스럽게 엮어 넣을 수 있는 방법입니다.)

@[18:23] If I was selling cleaning services, I would say, hey, do (청소 서비스를 판다면 "집안일 도와주는 분이)

@[18:24] you have anyone who helps you around the house? (계세요?"라고 묻겠죠.)

@[18:26] It doesn't matter what they said in the beginning. (처음에 뭐라고 했든 상관없습니다.)

@[18:28] You can still ask and lead the conversation in whatever (여전히 원하는 방향으로 대화를)

@[18:30] direction you want. (이끌 수 있습니다.)

@[18:31] A, C, A. (A, C, A.)

@[18:33] Acknowledge what they said. (상대가 한 말을 인정하고,)

@[18:34] Compliment them for saying it. (말해준 것에 대해 칭찬하고,)

@[18:36] And then ask a question that leads them one step closer to (우리가 최종적으로 제안할 것에 한 걸음 더 가까워지는)

@[18:38] what we're ultimately going to offer them. (질문을 던집니다.)

@[18:39] Okay. (자.)

@[18:40] Again, I'm going to say this because I want you to know (다시 강조하는데, 여러분이 가치를 제공하고 있다는 걸)

@[18:43] that you're providing value. (알아주셨으면 합니다.)

@[18:44] All right. (그렇습니다.)

@[18:45] This is what's crazy about this. (이게 놀라운 지점이에요.)

@[18:46] People love talking about themselves. (사람들은 자기 얘기 하는 걸 정말 좋아합니다.)

@[18:48] Let them. (하게 두세요.)

@[18:49] They love it so much that they pay therapists $100 an hour (얼마나 좋아하냐면, 들어주는 대가로 상담사에게)

@[18:52] to listen. (시간당 100달러를 냅니다.)

@[18:53] All right. (그렇습니다.)

@[18:54] And so you are providing value to people that they pay $100 (그러니 여러분은 그저 듣고 관심을 기울이는 것만으로)

@[18:58] an hour for simply by listening and paying attention. (시간당 100달러짜리 가치를 제공하고 있는 겁니다.)

@[19:02] All right. (자.)

@[19:02] And they will also like and trust you more if you do. (게다가 그렇게 하면 상대는 여러분을 더 좋아하고 신뢰합니다.)

@[19:05] And if people like you and trust you more, you will make (사람들이 여러분을 좋아하고 신뢰하면 돈을 더 벌게)

@[19:07] more money. (됩니다.)

@[19:07] That is a promise. (약속드립니다.)

@[19:08] And that makes them more likely to buy from you. (그리고 여러분에게서 구매할 확률이 높아집니다.)

@[19:10] We want that. (우리가 원하는 거죠.)

@[19:12] So now we reach out to them. (자, 이제 연락을 했습니다.)

@[19:14] They responded. (상대가 답했습니다.)

@[19:14] We do A, C, A to warm them up. (A, C, A로 분위기를 데웁니다.)

@[19:15] We take the next step. (다음 단계로 갑니다.)

@[19:17] And here's the key. (그리고 여기가 핵심입니다.)

@[19:19] We make them an offer. (오퍼를 제시합니다.)

@[19:21] What we're doing here. (우리가 여기서 하는 것 말이죠.)

@[19:22] Remember that lead magnet we made earlier? (아까 만든 리드 마그넷 기억하시죠?)

@[19:24] Now we're going to use it. (이제 그걸 씁니다.)

@[19:25] So if you have your core offer, you can make the core offer (핵심 상품이 있다면 핵심 상품을 제안해도 되고,)

@[19:26] . (그렇습니다.)

@[19:26] Or my recommendation, you can use the lead magnet. (아니면 제 추천은 리드 마그넷을 쓰는 겁니다.)

@[19:29] All right. (자.)

@[19:29] Give away the free or discounted thing so that they want to (무료 또는 할인된 것을 주어서 그들이 여러분 쪽으로)

@[19:31] take a step towards you. (한 걸음 다가오게 만드세요.)

@[19:32] All right. (그렇습니다.)

@[19:33] And here's what to say. (그리고 이렇게 말하면 됩니다.)

@[19:36] All right. (자.)

@[19:37] So I try to make this as simple as humanly possible. (가능한 한 최대로 단순하게 만들어 봤습니다.)

@[19:39] Now, the key here is that when we make the offer, we're (핵심은, 오퍼를 제시할 때 사실 그 사람에게)

@[19:43] actually not offering it to them. (제안하는 게 아니라는 점입니다.)

@[19:45] We will be offering it to their friends. (그 사람의 친구들에게 제안하는 겁니다.)

@[19:48] Key distinction. (중요한 차이죠.)

@[19:50] No one wants to be hawk shit. (아무도 물건을 강매당하고 싶어 하지 않습니다.)

@[19:52] No one wants to be pitched stuff. (아무도 영업당하고 싶어 하지 않아요.)

@[19:54] But what you are doing is you're going to ask them if they (하지만 여러분이 하는 건, 혹시 아는 사람이 있는지)

@[19:56] know anybody. (묻는 것입니다.)

@[19:57] All right. (자.)

@[19:58] So you say, hey, by the way, do you know anybody who's (이렇게 말하는 거죠. "그런데 혹시 [이런 어려움을 겪는])

@[20:01] described the struggles that you think (사람 아는 분 계세요?")

@[20:02] this person's dealing with or already has said they are? (상대가 겪고 있다고 짐작되거나 이미 말한 어려움을 넣습니다.)

@[20:04] Who's looking to whatever the outcome of the thing that you ("[내가 파는 것의 결과]를 원하는)

@[20:08] sell is? (사람 말이에요.")

@[20:09] In a certain period of time that they can expect to get the ("[일정 기간] 안에 그 결과를 기대할 수 있는)

@[20:11] outcome? (그런 거요.")

@[20:12] I'm taking on five case studies for free because that's all ("제가 지금 감당할 수 있는 게 그게 다라서 케이스 스터디)

@[20:14] I can handle right now. (다섯 명을 무료로 받고 있어요.")

@[20:15] Implied scarcity. (암묵적 희소성이죠.)

@[20:16] I just want to get some testimonials for my service. ("제 서비스 후기를 좀 받고 싶어서요.")

@[20:19] Reason why? (이유를 제시하는 겁니다.)

@[20:20] I help them dream outcome without the things they hate. ("싫어하는 것 없이 [꿈꾸는 결과]를 얻도록 돕습니다.")

@[20:25] It works. ("효과가 있어요.")

@[20:26] I even guarantee it. ("보장까지 합니다.")

@[20:27] Sorry. (정정하죠.)

@[20:28] I even guarantee people get the dream outcome or I work ("꿈꾸는 결과를 얻을 때까지, 아니면 얻을 때까지)

@[20:31] with them until they do. (계속 함께한다고 보장합니다.")

@[20:32] I just had a girl named Sarah work with me to get the thing ("방금 사라라는 분이 저와 함께 [상대가 원한다고 방금 말한 것]을)

@[20:34] that you just told me you wanted, (얻으셨어요.)

@[20:36] even though she had the same struggle that you just (방금 말씀하신 것과 똑같은 어려움을)

@[20:38] described to me. (겪고 계셨는데도요.")

@[20:39] And I also had a guy named Tom and it was his first time. ("톰이라는 분도 있었는데 그분은 처음이셨어요.")

@[20:42] And we're showing two different things. (두 가지를 보여주는 겁니다.)

@[20:43] One is we're showing an ideal prospect. (하나는 이상적인 잠재 고객을 보여주는 것이고,)

@[20:45] And then we're also showing the fact that you don't have to (다른 하나는 꼭 잘하지 않아도 된다는)

@[20:47] be really good. (사실을 보여주는 것입니다.)

@[20:48] And even if it's the first shot, they can do it. (처음이어도 해낼 수 있다는 거죠.)

@[20:51] I used to even joke when I was selling weight loss. (체중 감량을 팔 때는 이런 농담도 했어요.)

@[20:52] I was like, I even had a girl who didn't speak English who ("영어를 못 하는 분도 이 식단을)

@[20:54] used the meal plan. (쓰셨어요.")

@[20:55] It was so easy. ("그만큼 쉬웠죠.")

@[20:55] And so people were like, okay, well, if somebody who could (그러면 사람들은 "영어도 못 하는 사람이 했다면)

@[20:58] speak English could do it, (나도 할 수 있겠네"라고)

@[20:59] then I guess I could do it too, right? (생각합니다. 그렇죠?)

@[21:00] It tells them subconsciously that it's an easy thing for (무의식적으로 자기에게도 쉬운 일이라고)

@[21:03] them to do, right? (알려주는 겁니다.)

@[21:04] And so moving back to the script, I just like more testimon (스크립트로 돌아가서, "다양한 상황에서 효과가 있다는 걸)

@[21:06] ials to show it works across (보여줄 후기가 더 있으면)

@[21:08] different scenarios. (좋겠어요.")

@[21:08] So does anyone you like come to mind? ("혹시 떠오르는 분 있으세요?")

@[21:10] And at that point, they'll either say yes or no. (그러면 상대는 예 또는 아니오라고 답하겠죠.)

@[21:15] Now, nine times out of 10, they'll be like, fuck my friends (열 번 중 아홉 번은 "친구는 됐고,)

@[21:17] . (내가 할래"라는 식입니다.)

@[21:18] They're like, I'm interested. ("제가 관심 있는데요"라고 하죠.)

@[21:21] Right? (그렇죠?)

@[21:21] But if they don't and they say no, then you say, ha ha, (만약 아니라고 하면 이렇게 말하세요. "하하,)

@[21:25] does anyone you hate come to mind? (그럼 싫어하는 사람은 떠오르세요?")

@[21:27] And then it kind of helps you break the ice there. (그러면 분위기가 좀 풀립니다.)

@[21:29] That's why I say, does anyone you like, any friends you (그래서 제가 "좋아하는 친구 중에 떠오르는 분,)

@[21:31] like come to mind that might benefit (도움을 받을 만한 분,)

@[21:33] from this, that I can help out with this, that might be (제가 도와드릴 수 있는 분, 관심 있을 만한 분)

@[21:34] interested in this? (있으세요?"라고 하는 겁니다.)

@[21:35] What I don't want is for you to take this word for word. (이걸 토씨 하나 안 틀리고 그대로 쓰시는 건 원치 않습니다.)

@[21:37] I want you to take the ideas and apply it to yourself and (아이디어를 가져다가 여러분 자신에게 적용하고)

@[21:40] use your own. (자기 말로 쓰세요.)

@[21:40] Like, if you would never say something this way, then don't (이런 식으로 절대 말하지 않는 분이라면)

@[21:42] say it this way. (이렇게 말하지 마세요.)

@[21:43] Say it your way. (자기 방식대로 하세요.)

@[21:44] And again, this is where the reps comes in. (그리고 여기서 반복 연습이 필요합니다.)

@[21:46] And you'll learn the reps and you'll learn how to say it. (반복하다 보면 어떻게 말해야 할지 배우게 됩니다.)

@[21:48] And then it'll sound like you. (그러면 여러분다운 말이 됩니다.)

@[21:50] All right, but these are the core things we're saying here. (어쨌든 여기서 말하는 핵심은 이겁니다.)

@[21:51] And you'll notice from the first book, we're actually (첫 번째 책을 보셨다면 아시겠지만, 우리는 사실)

@[21:54] hitting the four elements of the value (가치 방정식의 네 가지 요소를)

@[21:56] equation. (전부 건드리고 있습니다.)

@[21:56] We talked about the dream outcome. (꿈꾸는 결과를 얘기했고,)

@[21:58] The perceived likelihood of achievement is implied because (달성 가능성에 대한 인식은 미니 피치에서 여러 후기를)

@[22:00] we show multiple testimonials (보여줌으로써)

@[22:01] in our little mini pitch. (암시했습니다.)

@[22:03] We talked about the time delay, how quickly, and we talked (시간 지연, 즉 얼마나 빠른지 얘기했고,)

@[22:05] about how we can do it without (노력과 희생 없이 할 수 있다는 것도)

@[22:06] the effort and sacrifice. (얘기했습니다.)

@[22:07] All of those things in a short statement. (짧은 한 문장 안에 이 모든 게 들어 있죠.)

@[22:09] Now, you can do this via email. (이건 이메일로도 할 수 있고,)

@[22:10] You can do it on the phone. (전화로도 할 수 있고,)

@[22:11] You can do it via message. (메시지로도 할 수 있습니다.)

@[22:12] And this might be broken up into two or three messages back (두세 개의 메시지를 주고받는 형태로)

@[22:14] and forth. (나뉠 수도 있습니다.)

@[22:15] But fundamentally, this is what we're communicating. (하지만 근본적으로 우리가 전달하는 건 이겁니다.)

@[22:17] All right. (자.)

@[22:18] Now, I like that. (저는 이 방식이 좋습니다.)

@[22:19] Do you have a friend who comes to mind? ("떠오르는 친구 있으세요?")

@[22:21] Because you can also like, okay, well, do you have an enemy (그리고 "그럼 떠오르는 원수는)

@[22:22] who comes to mind? (있으세요?"라고 할 수도 있죠.)

@[22:23] It just like it just it breaks the ice and makes it seem (그냥 분위기를 풀어주고 부담을 훨씬)

@[22:26] like way less pressure. (덜어줍니다.)

@[22:27] Okay. (자.)

@[22:28] And that breaks the awkwardness. (어색함이 깨집니다.)

@[22:30] Because remember, and this is the big underlining point, (기억하세요. 이게 밑바탕에 깔린 큰 요점인데,)

@[22:32] you're not soliciting them. (여러분은 그 사람에게 권유하는 게 아닙니다.)

@[22:34] You're asking them if they know anybody who would like the (그것을 좋아할 만한 사람을 아는지)

@[22:37] thing. (묻는 겁니다.)

@[22:38] And so in that way, you can basically sidestep all the ick (그렇게 하면 영업에 따라붙는 모든 불쾌감을)

@[22:41] associated with pitching stuff (피해갈 수 있습니다.)

@[22:44] or that you've maybe been pitched or have negative (여러분이 영업당했던 부정적 경험까지)

@[22:45] experiences with. (포함해서요.)

@[22:46] Okay. (자.)

@[22:46] And so not asking them to buy. (사달라고 하는 게 아닙니다.)

@[22:49] We're asking if they know anyone. (아는 사람이 있는지 묻는 겁니다.)

@[22:50] And we're asking them if they want. (그리고 원하는지 묻는 거죠.)

@[22:51] We know anyone who wants something for free. (무료로 뭔가를 원하는 사람이 있는지요.)

@[22:53] We're not even asking them to buy. (사달라고 하는 것조차 아닙니다.)

@[22:54] We're asking if they want our lead magnet. (우리 리드 마그넷을 원하는지 묻는 겁니다.)

@[22:56] That's massively discounted or free altogether. (대폭 할인되었거나 아예 무료인 것 말이죠.)

@[22:58] Do you know anybody who would want my book on leads? ("리드에 관한 제 책을 원할 만한 분 아세요?")

@[23:00] I just wrote it. ("방금 썼거든요.")

@[23:01] It's free. ("무료예요.")

@[23:01] Do you know any business owners who could benefit from that ("도움 받을 만한 사업주 아는 분)

@[23:03] ? (계세요?")

@[23:03] Local businesses or national, either would work. ("동네 사업이든 전국 규모든 다 괜찮아요.")

@[23:05] Actually, well, tell me more about it. ("어, 그거 좀 더 알려주세요.")

@[23:09] Ah, they showed interest in the thing we have to sell. (아, 우리가 팔 것에 관심을 보였네요.)

@[23:12] One step forward. (한 걸음 전진입니다.)

@[23:14] Now we have a conversation. (이제 대화가 시작됩니다.)

@[23:16] And so if you have even less time because you're like, man, (시간이 더 없어서 "이거 너무 많은데")

@[23:19] that's a lot of stuff. (싶으시다면,)

@[23:20] Basically, you're just saying, hey, I help ideal customer (기본적으로 이렇게만 말하면 됩니다. "저는 [이상적 고객]이)

@[23:22] get dream outcome in this time period ([이 기간] 안에 [꿈꾸는 결과]를 얻도록 돕습니다.)

@[23:24] without effort and sacrifice. ([노력과 희생] 없이요.")

@[23:24] And I've done this a lot of times. ("여러 번 해봤고요.")

@[23:27] Here's some examples. ("여기 사례들이 있습니다.")

@[23:28] And this is the short and sweet version that works well for (이게 이메일, 문자, DM, 통화, 대면에 두루 잘 통하는)

@[23:30] email, text, DMs, calls, in-person. (짧고 간결한 버전입니다.)

@[23:31] Just fill in the blanks. (빈칸만 채우면 됩니다.)

@[23:32] Okay? (아시겠죠?)

@[23:33] So I was thinking about putting this separately, but I'm (이건 따로 다룰까 하다가, 지금)

@[23:35] going to include this right now. (포함시키겠습니다.)

@[23:37] Is that there are 11 ways to increase perceived likelihood (달성 가능성에 대한 인식을 높이는 방법이)

@[23:39] of achievement. (11가지 있습니다.)

@[23:40] Because I said it was one of the four variables. (네 가지 변수 중 하나라고 말씀드렸었죠.)

@[23:41] And so what we want to do is weave as many of these in as (우리가 할 일은 부담스럽지 않은 선에서 최대한 많이)

@[23:43] we can without seeming overwhelming. (엮어 넣는 것입니다.)

@[23:44] And now you might not have all of these, but highlight the (전부 다 갖고 있지 않을 수 있지만, 가진 것을)

@[23:47] ones you do have. (부각시키세요.)

@[23:48] So one is we show proof that we have done what they want. (첫째, 상대가 원하는 걸 내가 해냈다는 증거를 보여줍니다.)

@[23:50] So if I lost 100 pounds or if I had a mental breakdown and (제가 45kg을 뺐다거나, 정신적으로 무너졌다가)

@[23:53] then I no longer do, (이제는 괜찮다거나,)

@[23:54] or I used to have a really messy house and I don't anymore, (집이 엉망이었는데 이제는 아니라거나,)

@[23:57] like whatever it was, (뭐가 됐든)

@[23:58] or I had friends who had messy houses and I helped them (친구 집이 엉망이었는데 제가 치우는 걸)

@[23:59] clean it. (도왔다거나요.)

@[24:00] I just tell my story. (그냥 제 이야기를 하는 겁니다.)

@[24:01] That's level one. (그게 1단계입니다.)

@[24:02] Level two is I show proof of people just like them getting (2단계는 그들과 똑같은 사람들이 원하는 걸 얻은)

@[24:04] what they want. (증거를 보여주는 것입니다.)

@[24:05] This is stronger. (이게 더 강력합니다.)

@[24:06] The more people you show like them getting the outcome they (그들과 비슷한 사람이 원하는 결과를 얻은 사례를 많이)

@[24:08] want, (보여줄수록,)

@[24:09] the more likely they'll think that you can deliver it to (여러분이 자기에게도 해줄 수 있다고 믿을)

@[24:11] them. (가능성이 커집니다.)

@[24:11] Three is just showing a sheer volume of happy reviews. (셋째는 만족 후기의 압도적인 양을 보여주는 것입니다.)

@[24:14] Here's all the five stars I've gotten. ("제가 받은 별 다섯 개 후기들입니다.")

@[24:16] Here's 100, you know, Google five-star reviews I have to ("구글 5점 후기 100개가)

@[24:19] show that. (여기 있습니다.")

@[24:20] And if you're in an in-person setting, you can actually (대면 환경이라면 후기를)

@[24:23] screenshot them (캡처해서)

@[24:24] and then post them in your waiting room. (대기실에 붙여둘 수도 있습니다.)

@[24:25] And so like for my gym, for example, tiny local business, (예를 들어 제 체육관은 작은 동네 사업이었는데,)

@[24:28] I think I had, I don't know, a few hundred Yelp reviews (옐프, 구글, 페이스북 합쳐서)

@[24:30] between Yelp, Google, Facebook. (수백 개 후기가 있었습니다.)

@[24:32] I had about, you know, a couple hundred reviews between all (전부 합쳐서 200개 남짓)

@[24:34] of those together. (후기가 있었죠.)

@[24:36] And so all I did was I screenshot of the review and I put (제가 한 건 후기를 캡처해서)

@[24:39] it in a frame (액자에 넣고)

@[24:41] and I floor to ceiling made my entire lobby five-star (로비 전체를 바닥부터 천장까지 5점 후기로)

@[24:44] reviews. (도배한 것뿐입니다.)

@[24:45] And so when someone walked into my lobby, they're like, (누군가 로비에 들어오면 이렇게 생각하죠.)

@[24:47] damn, this place has a lot of five-star reviews. ("와, 여기 5점 후기가 엄청 많네.")

@[24:49] All I did was take what was already online and I expanded (제가 한 건 이미 온라인에 있던 걸 가져다가)

@[24:52] it and made it, (확대하고)

@[24:53] I emphasized it. (강조한 것뿐입니다.)

@[24:54] And so what we do there is that now when I'm making my (그렇게 하면 제가 오퍼를 제시할 때)

@[24:58] offer, (무슨 일이 생기냐면,)

@[24:58] no one's going to be like, well, how do I know it's going (아무도 "이게 효과 있을지 어떻게 알죠?"라고)

@[25:00] to work? (묻지 않습니다.)

@[25:00] I would just be like, why do you think it won't work? (저는 그냥 "왜 효과가 없을 거라고 생각하세요?"라고 하겠죠.)

@[25:05] Right? (그렇죠?)

@[25:07] And so this is why having lots of proof is really important (그래서 증거를 많이 갖는 게 정말 중요합니다.)

@[25:09] . (그렇습니다.)

@[25:09] And also the reason I want you to start doing this for free (그리고 제가 무료로 시작하라고 하는 이유도)

@[25:12] so you can get more case studies early so that when you (초기에 케이스 스터디를 많이 확보해서)

@[25:14] have that person, (나중에 돈을 받을 때)

@[25:14] when you're asking for money later, you have proof. (증거를 갖고 있게 하기 위해서입니다.)

@[25:16] All right? (아시겠죠?)

@[25:17] Now, fourth is certifications, degrees, or third-party acc (넷째는 자격증, 학위, 또는 제3자 인증으로)

@[25:20] reditations (정당성을)

@[25:21] to show that you're legit. (보여주는 것입니다.)

@[25:21] So if you have a credit, you know, some sort of cert that's (하는 일에 필요한 어떤 자격증이)

@[25:24] required (있다면)

@[25:24] for the work that you do, then show it. (보여주세요.)

@[25:26] If you have a degree of some sort that's meaningful, then (의미 있는 학위가 있다면 당연히)

@[25:28] show it, of course. (보여주세요.)

@[25:29] Five, number, stats, research that supports the outcome (다섯째, 상대가 믿기를 바라는 결과를 뒷받침하는)

@[25:32] that you want them to believe in. (숫자, 통계, 연구입니다.)

@[25:33] Right? (그렇죠?)

@[25:33] So what I showed earlier, I showed that average company we (앞서 보여드린 것처럼, 저희 고객사는 평균적으로)

@[25:35] have triples profit (첫 12개월 안에 수익이)

@[25:36] in the first 12 months. (세 배가 됩니다.)

@[25:37] That's the average. (그게 평균입니다.)

@[25:38] You're just stating the facts. (사실을 말하는 것뿐이죠.)

@[25:40] Now, six is experts vouching for you. (여섯째는 전문가의 보증입니다.)

@[25:43] So if you have somebody who has expertise in whatever this (해당 분야에 전문성이 있는 사람이)

@[25:45] thing is, (여러분을)

@[25:46] them vouching for you, if I said, hey, Elon Musk says Alex (보증해 주는 겁니다. 만약 "일론 머스크가 알렉스는)

@[25:50] is awesome, (대단하다고, )

@[25:52] like learn from Alex, that would look good for me. (알렉스에게 배우라고 했다"면 저에게 아주 좋겠죠.)

@[25:54] I could probably just show that 10-second video, (그 10초짜리 영상만 보여줘도)

@[25:57] and people would be like, wow, it's good enough for Elon? (사람들은 "와, 일론이 인정할 정도면)

@[25:59] Good for me. (나한테도 충분하지"라고 할 겁니다.)

@[26:00] What you're doing there is borrowing brand authority. (여기서 하는 게 브랜드 권위를 빌리는 것입니다.)

@[26:01] And so if you don't have a big brand, (큰 브랜드가 없다면)

@[26:03] borrowing someone else's brand authority works. (다른 사람의 브랜드 권위를 빌리는 게 효과적입니다.)

@[26:05] Now, you want to make sure that you're getting their (단, 반드시 그들의 허락을)

@[26:07] permission to do that, (받아야 합니다.)

@[26:07] which is a key point. (중요한 포인트입니다.)

@[26:08] Don't be a scummy idiot and take a picture with somebody (누군가와 사진 찍고 그들이 나를 보증한다고)

@[26:11] and then say that they endorse you because it is a great (말하는 진상 짓은 하지 마세요. 고객을 포함해 모두가,)

@[26:13] way (그리고 그 사람까지)

@[26:13] to make everyone, your customers included, and that person (여러분을 싫어하게 만드는)

@[26:16] now hate you. (가장 좋은 방법이니까요.)

@[26:17] So don't do that. (그러니 하지 마세요.)

@[26:17] But if you do help somebody who does have esteem, (하지만 명망 있는 사람을 실제로 도왔다면,)

@[26:20] which, by the way, is a great way to get early testimonials (참고로 이게 초기 후기를 얻는 아주 좋은 방법인데,)

@[26:23] , (그렇습니다.)

@[26:23] is offer stuff for free and just say, hey, if I do a great (무료로 제공하면서 "제가 잘 해내면)

@[26:25] job, (이런 말씀을)

@[26:25] would you be willing to say this? (해주실 수 있을까요?"라고 물으세요.)

@[26:27] And say it up front. (그리고 미리 말하세요.)

@[26:28] Don't try and nick them later. (나중에 슬쩍 챙기려 하지 마세요.)

@[26:29] Just say it up front. (그냥 처음에 말하세요.)

@[26:30] And some people will be willing to do that. (그러면 응해주는 사람들이 있습니다.)

@[26:31] Seven, some unique or new characteristic (일곱째, 전에 실패한 적 없는)

@[26:36] that they haven't failed before with. (독특하거나 새로운 특성입니다.)

@[26:37] All right, this is a little bit of the persuasion side of (이건 설득의 측면에 가까운데,)

@[26:39] this, (말하자면)

@[26:39] is that you can increase the likelihood that they believe (과거에 시도했던 것과 다른 수단을 보여주면)

@[26:41] it'll happen (그들이 될 거라고 믿을)

@[26:42] if you show a different vehicle for getting there (가능성을)

@[26:44] than they've done in the past. (높일 수 있습니다.)

@[26:45] And so if they failed using meal plans, (식단표로 실패했던 사람에게)

@[26:47] but you show that you have this counting system (식단표가 필요 없는 계산 시스템이 있다고)

@[26:49] that doesn't require a plan, (보여주면,)

@[26:50] then they might be like, oh, well, I haven't failed with ("아, 이걸로는 실패한 적)

@[26:52] this. (없는데")

@[26:53] I failed with that. ("그걸로 실패한 거지")

@[26:54] And I can now believe that this would work for me. ("이건 나한테 통할 수도 있겠다"라고 생각합니다.)

@[26:56] And this is a little bit in the selling process, (이건 판매 과정에 좀 가깝지만,)

@[26:57] but I wanted to highlight it because it is important. (중요하기 때문에 짚고 넘어가고 싶었습니다.)

@[26:59] Eight is celebrities who've endorsed us. (여덟째는 우리를 보증한 유명인입니다.)

@[27:01] I only separate this out because an expert is different (따로 분리한 이유는 전문가와 유명인이)

@[27:04] than a celebrity. (다르기 때문입니다.)

@[27:04] Right, if I had a PhD who said Alex is awesome (박사가 "알렉스는 훌륭하다"고 하는 것과)

@[27:06] versus a celebrity who said I was awesome, (유명인이 그렇게 말하는 건)

@[27:09] those are different. (다릅니다.)

@[27:09] Guaranteing that they'll achieve it (아홉째, 달성을 보장하는 것은)

@[27:11] fundamentally increases the likelihood (근본적으로 그들이 이루어질 거라고)

@[27:12] that they're going to perceive that it'll happen. (인식할 가능성을 높입니다.)

@[27:14] And especially if you put some skin in the game too. (특히 여러분도 뭔가를 걸었을 때 더 그렇죠.)

@[27:16] All right, not just like I guarantee it, (그냥 "보장합니다"가 아니라)

@[27:18] but you have to have the or what, ("아니면 어떻게 되는데?"가 있어야 합니다.)

@[27:20] like or else, ("그렇지 않으면"이라는 조건,)

@[27:21] like or what is going to happen if I don't deliver this. (못 해냈을 때 무슨 일이 벌어지는지 말이죠.)

@[27:23] And the more the skin in the game you have on the or else (그 "그렇지 않으면" 쪽에 거는 게)

@[27:26] side (많을수록)

@[27:26] or the or what side, (즉 대가가 클수록)

@[27:27] the more they will believe it. (그들은 더 믿게 됩니다.)

@[27:28] Ten is how well you describe them (열째는 상대나 상대가 겪는 현재의 고통을)

@[27:31] or their current pain they're experiencing. (얼마나 잘 묘사하느냐입니다.)

@[27:33] The more specific, the better. (구체적일수록 좋습니다.)

@[27:34] If you can perfectly describe (누군가가 현재 삶에서 겪는)

@[27:36] the pains and problems (고통과 문제를)

@[27:38] that someone's experiencing in their current life, (완벽하게 묘사할 수 있다면,)

@[27:40] like nuanced to a level (상대가 "내 머릿속에 들어와 있나" 싶을)

@[27:42] that they feel like they're like, (정도로)

@[27:43] you're in their head, (섬세하게 말이죠,)

@[27:43] they'll almost always believe (그들은 거의 언제나)

@[27:46] that you can provide the solution (여러분이 해결책을 줄 수 있다고 믿습니다.)

@[27:48] based on how specifically you describe their problem. (문제를 얼마나 구체적으로 묘사했느냐에 따라서요.)

@[27:50] And this is why a lot of founders (그래서 많은 창업자들이)

@[27:52] do a good job (자기가 겪은 문제를)

@[27:53] creating businesses around problems (중심으로 사업을 만들 때)

@[27:56] that they suffer from. (잘 해냅니다.)

@[27:57] Because they're like, (왜냐하면 이렇게 말할 수 있으니까요.)

@[27:58] I used to feel this way. ("저도 예전에 이렇게 느꼈어요.")

@[27:59] So I know, ("그래서 알아요.")

@[28:00] like I felt this way, ("저도 이렇게 느꼈으니까)

@[28:01] I know how you feel (당신 기분을 압니다.)

@[28:01] because this is what I went through (제가 겪은 게 이거고)

@[28:03] and this is how I used to feel (예전에 이렇게 느꼈거든요.")

@[28:04] and people are like, (그러면 사람들은)

@[28:04] fuck, that's me. ("헐, 저건 나잖아"라고 합니다.)

@[28:05] And they're like, (그리고)

@[28:06] and then I found this ("그러다 이걸 발견했고)

@[28:07] and this is what I started doing (이렇게 하기 시작했더니)

@[28:08] and this is what happened. (이런 일이 생겼어요.")

@[28:09] And I think you can do it too, right? ("당신도 할 수 있다고 생각해요." 그렇죠?)

@[28:11] And that feel felt found (이 '느낀다-느꼈다-발견했다' 구조가)

@[28:12] is that's like a mini script there. (작은 스크립트인 셈입니다.)

@[28:13] But the big idea here (하지만 여기서 큰 아이디어는,)

@[28:16] is that if you can describe it to them, (구체적으로 묘사할 수만 있다면)

@[28:18] they will believe you (그들은 여러분을)

@[28:19] if it's specific. (믿는다는 것입니다.)

@[28:21] Eleven, (열한째,)

@[28:22] if possible, (가능하다면)

@[28:23] demonstrate the outcome live. (결과를 실시간으로 시연하세요.)

@[28:24] All right, (자,)

@[28:25] and this is a big one. (이건 아주 중요합니다.)

@[28:25] If you have any kind of product (어떤 종류의 제품이나)

@[28:27] or service, (서비스가 있다면,)

@[28:29] and this is where it takes marketing genius (이걸 알아내는 데는 마케팅 천재성이)

@[28:31] to figure this out, okay? (필요합니다.)

@[28:34] Showing it happening in real time. (실시간으로 일어나는 걸 보여주는 겁니다.)

@[28:35] So I got sold some cleaning product (저는 체육관을 돌아다니던 사람에게)

@[28:37] from a guy (세척제를)

@[28:38] who was going gym to gym to gym. (산 적이 있습니다.)

@[28:39] And he said, (그가 말했죠.)

@[28:40] hey, do you have any? ("혹시 얼룩 있으세요?")

@[28:41] And he barely even asked. (사실 묻지도 않았어요.)

@[28:42] He's like, (그냥)

@[28:42] oh, I got that stain. ("아, 저 얼룩 제가 지울게요.")

@[28:43] He's like, (이러더니)

@[28:43] let me clean it for you. ("제가 닦아드릴게요"라고 했습니다.)

@[28:44] And he took all these, (그리고 그 모든,)

@[28:46] actually these really, (사실 정말)

@[28:47] like they were gum. (껌이었어요.)

@[28:48] It was gum (인조 잔디에 짓밟혀 박힌)

@[28:48] that had been stamped into my turf. (껌이었습니다.)

@[28:50] Impossible to get out. (도저히 안 지워지는 거였죠.)

@[28:51] And he had this stuff (그런데 그가 이 제품으로)

@[28:52] and he got rid of it. (그걸 없애버렸습니다.)

@[28:53] And I was like, (저는)

@[28:53] hot, hot damn. ("와, 대박" 했죠.)

@[28:54] And he did like two or three spots (두세 군데를 더 하더니)

@[28:56] and I was like, (저는)

@[28:56] oh, that's nice. ("오, 좋은데" 했습니다.)

@[28:57] And he's like, (그러자 그가)

@[28:57] hey. ("저기요.")

@[28:57] And immediately he was like, (곧바로 이러더군요.)

@[28:59] hey, ("여기)

@[29:00] this gym, (이 체육관,)

@[29:00] this gym, (이 체육관,)

@[29:00] this gym, (이 체육관,)

@[29:01] this gym, (이 체육관,)

@[29:01] this gym across the street (길 건너 이 체육관)

@[29:02] all bought some. (전부 샀어요.")

@[29:03] Do you want some? ("좀 사시겠어요?")

@[29:03] And so in like 60 seconds, (그러니까 60초 만에)

@[29:06] he demonstrated value. (그는 가치를 시연했습니다.)

@[29:07] He did it before my eyes. (제 눈앞에서 해냈죠.)

@[29:08] My perceived likelihood (제가 인식한 성공 가능성이)

@[29:09] went through the roof (치솟았고)

@[29:09] and then he showed social proof. (그다음 사회적 증거를 보여줬습니다.)

@[29:11] And I was like, (저는)

@[29:12] shit, ("이런,)

@[29:12] how much is it? (얼마예요?"라고 했죠.)

@[29:12] And I always appreciate (저는 늘 땀 흘리며 열심히 하는)

@[29:13] the hustle guy sweating. (사람을 높이 삽니다.)

@[29:14] He's like summer. (한여름이었거든요.)

@[29:15] It was a hundred bucks (세척제 하나에)

@[29:16] for some cleaning solution, (100달러였습니다.)

@[29:17] which is ridiculous. (말도 안 되는 가격이죠.)

@[29:17] It was probably a dollar, (원가는 1달러쯤이었을 겁니다.)

@[29:18] but it worked, (하지만 통했어요.)

@[29:20] right? (그렇죠?)

@[29:21] And so that is easier (물리적인 시연이 가능하면)

@[29:23] if you have a physical demonstration. (이게 더 쉽습니다.)

@[29:24] Now you're like, ("근데)

@[29:24] well, (저는)

@[29:24] I can't do that (사람 앞에서 그걸)

@[29:25] in front of someone. (못 하는데요"라고 하시겠죠.)

@[29:25] Make a video, (영상을 만드세요.)

@[29:26] make it into an ad, (광고로 만드세요.)

@[29:27] make a video, (영상을 만들어서)

@[29:27] send it via message. (메시지로 보내세요.)

@[29:28] Still works, (여전히 통합니다.)

@[29:29] right? (그렇죠?)

@[29:30] But what if I sell a service ("근데 더 복잡한 서비스를)

@[29:31] that's more complex? (팔면요?")

@[29:32] Well, (음,)

@[29:33] what if a marketing agency? (마케팅 대행사라면요?)

@[29:34] Well, (그럼)

@[29:35] then you say, (이렇게 말하세요.)

@[29:35] hey, ("저기요,)

@[29:36] here's a call (저희 고객이 저희 서비스로)

@[29:37] from one of our customers (리드를 받는)

@[29:38] getting a lead (통화 녹음이)

@[29:39] from our services. (여기 있습니다.)

@[29:40] Let me send it to you. (보내드릴게요.)

@[29:41] Can you handle a call like this? (이런 전화를 감당하실 수 있으세요?")

@[29:43] And then they're like, (그러면 상대는)

@[29:44] oh shit. ("헐" 하죠.)

@[29:45] That's what, (그게 바로)

@[29:46] it's demonstrating in advance (서비스의 가치를 받는 게)

@[29:47] what it would look like (어떤 모습인지)

@[29:49] to receive the value (미리)

@[29:50] of the service. (시연하는 겁니다.)

@[29:51] My likelihood (제 머릿속에서)

@[29:52] of having it happen (그 일이 일어날)

@[29:52] in my mind (가능성이)

@[29:53] goes up (올라갑니다.)

@[29:53] because I, (왜냐하면 제가)

@[29:54] as a salesman, (영업자로서)

@[29:54] is asking them, (이렇게 묻고 있으니까요.)

@[29:55] can you put yourself ("이 리드를 받는 사람의)

@[29:56] in the person's shoes (입장이 되어)

@[29:57] who's receiving this lead? (생각해 보시겠어요?)

@[29:58] What would that be like for you? (당신이라면 어떨까요?)

@[30:00] Would you be able (감당하실 수)

@[30:00] to handle that? (있을까요?")

@[30:01] They're like, (상대는)

@[30:01] well, ("음,)

@[30:02] I mean, (그러니까,)

@[30:02] yeah. (네." 하죠.)

@[30:02] How many do you think ("몇 개나 감당하실 수)

@[30:03] you could handle? (있을 것 같아요?")

@[30:04] Oh, (오,)

@[30:05] right? (그렇죠?)

@[30:05] We're already past them (이미 상대가 그 일이 일어날 거라고)

@[30:07] believing it's going to happen. (믿는 단계를 지났습니다.)

@[30:07] We're already getting them (이제 몇 개를 받을지)

@[30:08] to pick how many, (고르게 하고 있는 거죠.)

@[30:09] right? (그렇죠?)

@[30:10] Little things (누군가가 여러분을 믿을 가능성을)

@[30:11] that increase the likelihood (높이는)

@[30:12] that someone believes you. (작은 것들입니다.)

@[30:13] We warm them up. (우리는 상대를 데웁니다.)

@[30:15] We invite their friends. (친구들을 초대하게 합니다.)

@[30:16] We make it likely. (가능성을 높입니다.)

@[30:17] Now we make them (이제 세상에서 가장 쉬운 오퍼를)

@[30:18] the easiest offer in the world. (제시합니다.)

@[30:19] We say, (이렇게 말하죠.)

@[30:20] hey, ("저기,)

@[30:20] since I'm only taking five people, (다섯 명만 받으니까)

@[30:22] I can give you all the attention (자랑할 만한 결과를 얻는 데 필요한)

@[30:23] you need to get (모든 관심을)

@[30:24] brag-worthy results, (드릴 수 있어요.)

@[30:25] and I'll give it all for free (그리고 전부 무료로 해드릴게요.)

@[30:26] so long as you promise (세 가지만 약속해 주신다면요.)

@[30:26] to do three things. (세 가지입니다.)

@[30:27] One, (하나,)

@[30:28] use my product or service. (제 제품이나 서비스를 사용할 것.)

@[30:29] Two, (둘,)

@[30:30] give me feedback. (피드백을 줄 것.)

@[30:31] And three, (그리고 셋,)

@[30:32] leave a killer review (그럴 만하다고 생각되면 훌륭한 후기를)

@[30:33] if you think it deserves one. (남겨줄 것.)

@[30:34] Does that sound fair? (괜찮으신가요?")

@[30:35] That's the easiest offer (그게 세상에서 가장 쉬운)

@[30:37] in the world. (오퍼입니다.)

@[30:38] You make it to them (그 사람에게 하든)

@[30:38] or their friend, (친구에게 하든)

@[30:39] whichever. (상관없습니다.)

@[30:40] And then you see (그렇게 다섯 명이)

@[30:41] the five people there, (모이고,)

@[30:41] they say, (그들은)

@[30:42] okay, ("좋아요,)

@[30:42] I'll give it a shot. (한번 해볼게요"라고 합니다.)

@[30:43] And here's why (그리고 우리가 이렇게 하는)

@[30:45] we do this. (이유는 이겁니다.)

@[30:46] Because I know (누군가는 이렇게 말할 걸)

@[30:47] some people will be like, (알기 때문이죠.)

@[30:47] man, ("아니,)

@[30:48] Alex is telling people (알렉스가 사람들한테 시간을 전부)

@[30:49] to give all their time away (공짜로 주라고)

@[30:50] for free. (하네.")

@[30:50] That is not what I'm saying. (그런 말이 아닙니다.)

@[30:52] I am saying (제가 말하는 건)

@[30:53] that number one, (첫째,)

@[30:54] you get the reps in (반복 경험을 쌓고)

@[30:56] and become comfortable (사람들에게 오퍼를 제시하는 데)

@[30:57] making offers to people (익숙해진다는 겁니다.)

@[30:58] because some of you guys (왜냐하면 여러분 중 일부는)

@[30:58] are so nervous (뭔가를 요청하는 게)

@[30:59] to ask for anything (너무 긴장돼서)

@[31:00] that you shit your pants. (오줌을 지릴 지경이니까요.)

@[31:01] So, (그러니)

@[31:02] you're just offering (그냥 공짜를)

@[31:03] free stuff. (제안하는 겁니다.)

@[31:04] It'll calm your nerves (그냥 사람들을 공짜로 돕고 있다는 걸 알면)

@[31:05] knowing that you're (긴장이)

@[31:05] just helping people (가라앉습니다.)

@[31:06] for free (공짜로요.)

@[31:08] for now. (지금은요.)

@[31:09] Winky face. (윙크.)

@[31:10] Two, (둘,)

@[31:13] you probably suck (여러분은 아마 지금은)

@[31:14] for now (형편없을 겁니다.)

@[31:15] because you're new (이제 막 시작했으니까요.)

@[31:16] to this, (그렇죠?)

@[31:17] right? (그렇습니다.)

@[31:17] And people are far (그리고 사람들은 돈을 안 받았을 때)

@[31:18] more forgiving (훨씬 더)

@[31:18] when you haven't (너그럽습니다.)

@[31:19] charged anything. (돈을 안 받았으니까요.)

@[31:20] And so, (그래서)

@[31:21] if you mess up (초반에 좀)

@[31:21] a little bit (실수해도)

@[31:21] in the beginning, (사람들은)

@[31:22] they're a little bit (돈을 받았을 때보다)

@[31:23] more forgiving (조금 더)

@[31:23] than if you charge (너그럽게)

@[31:24] them for stuff. (봐줍니다.)

@[31:24] Number three (셋째는)

@[31:26] is that because (여러분이 아마)

@[31:26] you probably suck, (형편없기 때문에,)

@[31:27] you need to learn (덜 형편없어지는 법을)

@[31:28] how to suck less (배워야 하고,)

@[31:29] and you suck less (더 많이 함으로써)

@[31:30] by doing more. (덜 형편없어집니다.)

@[31:31] And so, (그래서)

@[31:31] this gives you (이게 반복 경험을 쌓는)

@[31:32] a great way (아주 좋은)

@[31:33] to get those reps in, (방법입니다.)

@[31:34] right? (그렇죠?)

@[31:34] And it's better (그리고 초반에 시행착오를 겪을)

@[31:35] to have a few guinea pigs (실험 대상이 몇 명 있는 게)

@[31:36] to get the kinks out (낫습니다.)

@[31:37] and you learn a ton (그리고 무료로 도운 사람들에게서)

@[31:38] from the people (엄청나게)

@[31:39] you help for free. (배웁니다.)

@[31:39] I promise. (장담합니다.)

@[31:40] You actually are getting (사실 여러분이 더 이득을)

@[31:41] the better end (보고 있는)

@[31:42] of the deal here. (겁니다.)

@[31:43] They're getting probably (그들은 아마 그저 그렇거나)

@[31:43] some mediocre (형편없는)

@[31:44] to terrible service (서비스를 받고 있고,)

@[31:45] and you're getting (여러분은 그들에게서)

@[31:45] this free education (무료 교육을)

@[31:46] from them (받고 있으며,)

@[31:47] and maybe even (어쩌면)

@[31:48] some testimonials, (후기와)

@[31:49] some reviews (리뷰까지)

@[31:49] and, (얻습니다.)

@[31:50] by the way, (참고로)

@[31:51] they refer friends (나중에 친구도)

@[31:51] later. (소개해 주고요.)

@[31:52] All right? (아시겠죠?)

@[31:52] So, (그러니)

@[31:53] even though it may not (지금은 그렇게 느껴지지 않더라도)

@[31:54] feel like it right now, (말이죠,)

@[31:55] this is a great ROI (이건 여러분에게 훌륭한)

@[31:57] for you. (투자 수익입니다.)

@[31:57] And number four (그리고 넷째는)

@[31:58] is that if people (사람들이 가치를 얻으면,)

@[31:59] get value, (가치를 얻으면)

@[32:00] especially for free, (특히 무료로 얻으면,)

@[32:01] they're far more likely (훨씬 더 높은 확률로)

@[32:02] to, one, (첫째,)

@[32:02] leave you positive reviews (긍정적인 리뷰와 후기를)

@[32:03] and testimonials (남긴다는 것입니다.)

@[32:04] than they otherwise would. (그렇지 않을 때보다 말이죠.)

@[32:05] They might not (돈을 냈다면)

@[32:06] normally have left your review (리뷰를 안 남겼을 수도 있습니다.)

@[32:07] if they paid for it (대가를 지불했으니)

@[32:07] because they've given you (이미 여러분에게 뭔가를)

@[32:08] some value. (준 셈이니까요.)

@[32:08] But since you didn't (하지만 돈을 요구하지)

@[32:09] ask for any money, (않았기 때문에)

@[32:10] they're far more likely (리뷰나 후기, 혹은 둘 다를)

@[32:11] to give you a review (줄 가능성이)

@[32:12] or a testimonial (훨씬)

@[32:13] or both. (높습니다.)

@[32:14] Two is that they'll (둘째, 그들은 피드백을)

@[32:15] give you feedback, (줍니다.)

@[32:16] especially if they don't (특히 마음에 들지)

@[32:16] like it, (않으면)

@[32:17] they'll tell you (왜 마음에 안 드는지)

@[32:17] why they don't like it (말해줄 것이고)

@[32:18] and that's valuable. (그건 가치가 있습니다.)

@[32:18] Don't let your ego (자존심이 방해하게)

@[32:19] get in the way, (두지 마세요.)

@[32:20] like, (그러니까,)

@[32:20] we're here to make money, (우리는 돈을 벌러 온 거지)

@[32:21] not be right. (옳으려고 온 게 아닙니다.)

@[32:21] At the end of the day, (결국)

@[32:22] the customer is the one (우리가 괜찮은지 아닌지를)

@[32:23] who's going to tell us (말해줄 사람은)

@[32:24] if we're good or not. (고객입니다.)

@[32:24] So, (그러니)

@[32:25] fix it. (고치세요.)

@[32:26] Okay, (자,)

@[32:26] I'm going to give you (책에 없는 팁을)

@[32:26] a tip that's not (하나)

@[32:27] in the book. (드리겠습니다.)

@[32:28] Whenever someone (누군가 피드백을 주기)

@[32:29] starts giving you feedback, (시작하면,)

@[32:30] immediately thank them. (즉시 감사를 표하세요.)

@[32:31] Like, (그러니까,)

@[32:32] as they're saying, (말하는 도중에)

@[32:32] like, (이렇게요.)

@[32:33] dude, ("와,)

@[32:33] thank you so much (말씀해 주셔서)

@[32:33] for telling me this (정말 감사합니다.")

@[32:34] because what it'll do (왜냐하면 그렇게 하면)

@[32:35] is it'll encourage them (나중에 더 많은 피드백을 주도록)

@[32:36] to tell you even more later. (격려하게 되기 때문입니다.)

@[32:36] What happens is (무슨 일이 벌어지냐면)

@[32:37] people are even afraid (사람들은 피드백 주는 걸)

@[32:38] to give feedback (두려워합니다.)

@[32:39] because they've been punished (피드백을 줬다가 벌을 받은 적이)

@[32:39] so many times for giving it (너무 많아서)

@[32:40] that people don't even (아예 주고 싶어 하지)

@[32:41] want to give it. (않게 된 거죠.)

@[32:41] So, (그러니)

@[32:42] if you show that you're (여러분이 좋은 창구라는 걸)

@[32:43] a good source, (보여주세요.)

@[32:43] be like, (이렇게요.)

@[32:43] oh man, ("우와,)

@[32:44] what else do you think (또 뭘 더 할 수 있을)

@[32:45] we could do? (것 같으세요?)

@[32:45] Do you think if we did this, (이렇게 하면)

@[32:46] that would be better? (더 나을까요?")

@[32:47] Like, (그러니까)

@[32:47] you take it as a curious cat, (호기심 많은 사람처럼 받아들이세요.)

@[32:49] not as somebody who feels (심판받는다고 느끼거나 자존심이)

@[32:51] judged or your ego. (상한 사람처럼 말고요.)

@[32:52] So, (그러니)

@[32:52] you're like, (이렇게 말하는 거죠.)

@[32:52] oh, ("아,)

@[32:53] of course I suck. (당연히 제가 형편없죠.)

@[32:53] I'm brand new to this. (이제 막 시작했으니까요.)

@[32:54] It would make sense (형편없는 게)

@[32:55] that I suck. (당연합니다.)

@[32:55] It probably was terrible. (아마 끔찍했을 거예요.)

@[32:56] Thank you so much (말씀해 주셔서)

@[32:57] for telling me. (정말 감사합니다.)

@[32:57] I want to do better. (더 잘하고 싶어요.")

@[32:58] And everybody will help (그리고 잘못을 인정하고 더 잘하고 싶다고 말하는)

@[33:00] somebody who just admits fault (사람은 누구나)

@[33:01] and says, (도와줍니다.)

@[33:02] I want to do better. ("더 잘하고 싶어요.)

@[33:02] Will you let me, (기회를 주시겠어요?)

@[33:03] will you give me the opportunity (더 잘할 기회를)

@[33:04] to do better? (주시겠어요?")

@[33:04] Most people say yes. (대부분은 그러겠다고 합니다.)

@[33:06] Right? (그렇죠?)

@[33:06] If people do get value, (사람들이 실제로 가치를 얻으면,)

@[33:08] guess what they'll be likely to do? (무엇을 할 가능성이 클까요?)

@[33:09] One, (첫째,)

@[33:11] they'll be likely to stay (계속 남아서 더 지불할)

@[33:12] and pay for more (가능성이 크고,)

@[33:13] and they'll send their friends (친구와 가족을)

@[33:14] and family. (보내줍니다.)

@[33:15] And guess what? (그리고요?)

@[33:16] You can charge them. (그들에게 돈을 받을 수 있습니다.)

@[33:17] You make money from free customers (무료 고객에게서 돈을 버는 방법은)

@[33:19] in three ways. (세 가지입니다.)

@[33:20] Number one is that (첫째,)

@[33:20] they convert into paying customers. (그들이 유료 고객으로 전환됩니다.)

@[33:21] Number two is they send you (둘째, 추천을 통해 유료 고객을)

@[33:23] paying customers via referrals. (보내줍니다.)

@[33:24] And number three, (그리고 셋째,)

@[33:24] their testimonials themselves (그들의 후기 자체가 유료 고객을)

@[33:26] bring in paying customers. (데려옵니다.)

@[33:27] So, (그러니)

@[33:28] this is a very high ROI activity. (이건 아주 높은 수익률의 활동입니다.)

@[33:30] It's just delayed. (단지 시차가 있을 뿐이죠.)

@[33:31] So, (그리고)

@[33:32] and remember, (기억하세요.)

@[33:32] we're thinking long here. (우리는 길게 보고 있습니다.)

@[33:33] You just started (이제 막 시작했거나)

@[33:34] or you're just getting into this. (막 들어선 참이니까요.)

@[33:35] We're thinking long. (길게 봅니다.)

@[33:35] Here's the hinge method. (자, 힌지(hinge) 방법입니다.)

@[33:37] All right? (자.)

@[33:37] This is a little tactic (지금 알려드릴)

@[33:39] that I'm going to give you right now (작은 전술인데,)

@[33:40] is that if you ask for a referral (고객에게 소개를 부탁할 때는)

@[33:42] from a customer, (말이죠,)

@[33:43] get a three-way introduction. (3자 소개를 받으세요.)

@[33:45] That's why I call it (그래서 힌지(경첩) 방법이라고)

@[33:46] the hinge method. (부릅니다.)

@[33:46] Or so, (그리고)

@[33:47] my favorite way to do this in person (대면으로 할 때 제가 가장 좋아하는 방법은)

@[33:48] is grab their phone (상대의 휴대폰을 빌려서)

@[33:49] and say, (이렇게 말하는 겁니다.)

@[33:50] hey, ("저기,)

@[33:50] what's the name of your friend (그 친구분 성함이)

@[33:51] or whatever? (어떻게 되세요?")

@[33:52] And then you pull them up (그 사람을 불러오고)

@[33:54] and then you put your name in (내 이름을 넣고)

@[33:55] and then you snap a picture (나와 그 사람이 함께 있는 사진을)

@[33:56] of you and the person (찍어서)

@[33:57] and you hit send. (전송을 누르는 겁니다.)

@[33:58] And then there's a three-way (그러면 나와 그들이 아는 사람의 사진이 담긴)

@[34:00] text with a picture of you (3자 문자방이)

@[34:02] and the person they know. (만들어집니다.)

@[34:03] That trust transfers partially to you. (그 신뢰가 부분적으로 여러분에게 옮겨옵니다.)

@[34:05] And guess what happens next? (그다음 무슨 일이 생길까요?)

@[34:06] People are far more likely (사람들은 여러분이 휴대폰을 꺼내 그 그룹에 보낸)

@[34:08] to respond to your message (메시지에 답할 가능성이)

@[34:09] that you take out your phone (훨씬)

@[34:10] and message to that group. (높아집니다.)

@[34:11] And now, (그리고 이제)

@[34:12] you have a conversation (대화가 생기고)

@[34:13] and it's way less likely (그 친구가 여러분을 무시할)

@[34:14] that the friend (가능성은)

@[34:15] will ghost you (훨씬 낮아집니다.)

@[34:16] because they see (자기 친구가 지켜보고 있다는 걸)

@[34:17] that their friend (알기)

@[34:18] is watching. (때문이죠.)

@[34:20] and real real, (그리고 실제로는)

@[34:21] what will probably happen (아마 이런 일이)

@[34:22] is they'll side message (생길 겁니다. 그들이 친구에게 따로)

@[34:23] their friend (메시지를 보내서)

@[34:23] and be like, (이렇게 묻겠죠.)

@[34:23] is this guy legit? ("이 사람 믿을 만해?")

@[34:24] And the person will be like, (그러면 친구가)

@[34:25] oh yeah, ("응,)

@[34:25] he's awesome. (엄청 괜찮아"라고 하고)

@[34:26] And then they'll respond. (그다음 답장을 합니다.)

@[34:27] And then, (그러면)

@[34:28] you have trust, (신뢰가 생기고,)

@[34:29] they show up, (그들이 나타나고,)

@[34:29] they buy. (구매합니다.)

@[34:30] That's how it works. (그렇게 작동합니다.)

@[34:31] If you're in person, (대면 상황이라면)

@[34:32] try and do that. (그렇게 해보세요.)

@[34:33] If you can't do that in person, (대면으로 못 한다면)

@[34:34] then at least get (최소한 메신저나 DM,)

@[34:36] a three-way introduction (채팅 같은 기능으로)

@[34:37] via messenger (3자 소개를)

@[34:38] or DM (받으세요.)

@[34:39] or chat (어떤)

@[34:39] or whatever feature (기능이든요.)

@[34:40] because (왜냐하면)

@[34:41] you'll get (그렇게 하면)

@[34:43] a significantly higher (그냥 "친구 이름이 뭐예요?" 물어보고)

@[34:45] response rate (콜드 메시지를 보내는 것보다)

@[34:45] from those leads (그 리드들의 응답률이)

@[34:46] than if you were to just say, (훨씬)

@[34:47] hey, (높아지기)

@[34:47] what's your friend's name? (때문입니다.)

@[34:48] And then you cold message them. (그리고 콜드 메시지를 보내는 것보다요.)

@[34:49] Way better to have the friend (친구가 소개해 주는 게)

@[34:51] make the intro. (훨씬 낫습니다.)

@[34:52] And the key here (여기서 핵심은)

@[34:53] is make it easy (친구가 소개하기)

@[34:54] for the friend (쉽게)

@[34:54] to make the introduction. (만드는 것입니다.)

@[34:55] That's the TLDR (그게 이 슬라이드의)

@[34:56] of this slide. (요약입니다.)

@[34:57] So, (자,)

@[34:59] at the end of this, (이 과정이 끝날 때)

@[35:00] if they say yes, (그들이 "네,)

@[35:02] I want to continue (계속 구매하고)

@[35:04] to buy from you, (싶어요"라고 하면,)

@[35:05] then guess what? (어떻게 될까요?)

@[35:05] You got a free customer. (공짜로 고객을 얻은 겁니다.)

@[35:06] If they say no, (아니라고 하면,)

@[35:08] then they give you (개선할 정보를)

@[35:09] information to improve on. (주는 겁니다.)

@[35:10] So, (그래서)

@[35:10] you say, (이렇게 말하세요.)

@[35:11] hey, ("저기,)

@[35:11] what would I have to do (계속하실 만하게 하려면)

@[35:12] to make it worthwhile (제가 뭘 해야)

@[35:13] for you to continue? (할까요?")

@[35:14] And then they'll tell you. (그러면 알려줍니다.)

@[35:17] You say, (그다음)

@[35:17] so if I did that, ("그렇게 하면)

@[35:18] would you then continue? (계속하시겠어요?"라고 묻습니다.)

@[35:19] And then they'll say, (그러면)

@[35:19] yeah, ("네,)

@[35:20] sure. (그럼요"라고 하겠죠.)

@[35:20] And if you do that, (그리고 실제로 해내면)

@[35:22] then they will (그들은 정말 계속합니다.)

@[35:22] because then you got (약속을 받아냈기)

@[35:23] the commitment from them. (때문이죠.)

@[35:24] And so, (그래서)

@[35:24] either way you win. (어느 쪽이든 이깁니다.)

@[35:25] So, (그러니)

@[35:26] you ask them at the end, (마지막에 물어보세요.)

@[35:26] do you want more? ("더 원하세요?")

@[35:27] They say yes, (그렇다고 하면)

@[35:28] great, (좋습니다.)

@[35:28] you start making money. (돈을 벌기 시작하는 거죠.)

@[35:29] They say no. (아니라고 하면,)

@[35:29] You have information, (정보를 얻습니다.)

@[35:31] you ask them what you need to fix, (뭘 고쳐야 하는지 묻고,)

@[35:32] you fix it, (고치면,)

@[35:32] and then they become a customer. (그들이 고객이 됩니다.)

@[35:33] Either way you win. (어느 쪽이든 이깁니다.)

@[35:34] And even if they don't, (설령 안 되더라도)

@[35:35] you still get the info (정보를 얻어서)

@[35:36] and you improve it (다음 사람을 위해)

@[35:36] for the next guy. (개선하게 됩니다.)

@[35:37] All right? (아시겠죠?)

@[35:37] And so, (그리고)

@[35:38] this gives you a chance (이건 문제를 해결할)

@[35:38] to solve the problem (기회를 주고)

@[35:39] and exposes hidden costs (숨은 비용을 드러내서)

@[35:41] to make your product better. (제품을 더 좋게 만듭니다.)

@[35:42] All right? (자.)

@[35:43] Now, (그런데)

@[35:44] hidden costs are all (숨은 비용이란 금전적이지 않은)

@[35:44] the other costs (다른 모든)

@[35:45] associated with your thing (비용을)

@[35:46] that aren't monetary. (말합니다.)

@[35:47] So, (예를 들어,)

@[35:48] for example, (가령)

@[35:48] if I did, (제가)

@[35:49] whatever, (뭐,)

@[35:50] I make video edits (사람들 영상 편집을)

@[35:51] for people. (해준다고 칩시다.)

@[35:52] All right? (자.)

@[35:52] That's what I do. (그게 제 일입니다.)

@[35:53] I say, (제가 말하죠.)

@[35:54] okay, ("좋아요,)

@[35:54] I'm going to do this for free, (무료로 해드릴게요.")

@[35:56] but my customers (그런데도 고객들이)

@[35:57] still don't want to do it with me. (저와 함께하고 싶어 하지 않습니다.)

@[35:58] Why? (왜일까요?)

@[35:58] Because it still costs them too much (여전히 그들에게 비용이 너무 크기)

@[36:00] because you're asking them (때문입니다. 주 1회 대화를)

@[36:01] to talk to you once a week, (요구하고,)

@[36:02] give you feedback on stuff, (피드백을 요구하고,)

@[36:04] you're asking them (콘텐츠 촬영을)

@[36:04] to record content. (요구하니까요.)

@[36:05] Like, (그러니까,)

@[36:05] those are all costs. (그게 전부 비용입니다.)

@[36:06] Now, (물론)

@[36:07] they're not in the fee, (요금에 포함되진 않지만)

@[36:08] but they are still costs (여전히 고객에게는)

@[36:09] to the customer. (비용입니다.)

@[36:10] And so, (그래서)

@[36:11] when they say, (그들이)

@[36:11] it's not worth it for me ("저한텐 그만한 가치가 없어요"라고 하며)

@[36:12] and they give you (이유를)

@[36:13] the reasons why, (말해주면,)

@[36:13] those are the things (그게 바로 여러분이 적극적으로)

@[36:14] that you can actively solve. (해결할 수 있는 것들입니다.)

@[36:15] You say, (이렇게 말하세요.)

@[36:16] okay, ("좋아요,)

@[36:16] well, (그럼)

@[36:16] what if instead of recording, (촬영하시는 대신,)

@[36:17] I grabbed from the content (이미 있는 콘텐츠에서)

@[36:18] you already have? (가져오면 어떨까요?")

@[36:19] Okay, (좋습니다,)

@[36:19] great. (훌륭해요.)

@[36:20] Well, (자,)

@[36:20] I cut out that step. (그 단계를 없앴습니다.)

@[36:20] What if instead of meetings, ("회의 대신)

@[36:22] I can just send you a report (매주 리포트를 보내드리면)

@[36:23] every week? (어떨까요?)

@[36:23] Would that work better for you? (그게 더 나으실까요?")

@[36:25] Okay, ("좋아요,)

@[36:25] instead of you giving feedback, (피드백 주시는 대신,)

@[36:27] what if I just send them to you (제가 보내드리면)

@[36:28] and you just approve? (승인만 하시면 어떨까요?")

@[36:29] So, (자,)

@[36:31] okay, (그러면)

@[36:31] well, (음,)

@[36:31] I just took out (방금 그 세 가지 고통 지점을)

@[36:31] all three of those pain points. (전부 제거했습니다.)

@[36:33] And I'm giving this micro example, (아주 작은 예를 들었지만,)

@[36:34] but every service, (모든 서비스,)

@[36:35] every product has hidden costs. (모든 제품에는 숨은 비용이 있습니다.)

@[36:37] And those hidden costs (그리고 그 숨은 비용은)

@[36:38] are the negative (가치 방정식의)

@[36:40] or inverses (음(-)의 값 또는)

@[36:41] of the value equation. (역(逆)입니다.)

@[36:42] And so, (그래서)

@[36:42] we want to find those out (가능한 한 빨리 찾아내서)

@[36:43] as fast as we can, (고쳐야)

@[36:44] fix them, (합니다.)

@[36:44] so we make our thing (그래야 우리 것이 더)

@[36:45] more valuable. (가치 있어집니다.)

@[36:46] And so, (그리고)

@[36:46] the last line there (마지막 문장이)

@[36:47] I like a lot, (제가 아주 좋아하는 건데,)

@[36:48] which is, (이겁니다.)

@[36:48] just because it doesn't cost them money (돈이 들지 않는다고 해서)

@[36:50] doesn't mean it's free. (공짜인 것은 아니다.)

@[36:51] Now, (자,)

@[36:52] you're like, (이러시겠죠.)

@[36:52] okay, ("좋아요,)

@[36:52] so I have my list, (리스트가 있고,)

@[36:53] I pick my platform, (플랫폼을 고르고,)

@[36:54] I personalize the message, (메시지를 개인화하고,)

@[36:55] I started reaching out to them, (연락을 시작하고,)

@[36:55] I ACA'd, (ACA를 하고,)

@[36:56] I warmed them up, (분위기를 데우고,)

@[36:57] I got them to invite their friends, (친구를 초대하게 하고,)

@[36:58] I made the easiest offer in the world, (세상에서 가장 쉬운 오퍼를 했어요.)

@[36:59] now what? (이제 뭘 하죠?")

@[37:00] Well, (음,)

@[37:01] start back at the top, (맨 위에서 다시 시작하세요.)

@[37:03] right? (그렇죠?)

@[37:03] You have a thousand leads, (리드가 1,000개,)

@[37:04] you got two thousand leads, (2,000개 있고,)

@[37:05] you reached out to them a few times, (몇 번 연락을 돌렸다면,)

@[37:06] that'll probably take you (아마)

@[37:08] a couple months. (몇 달이 걸릴 겁니다.)

@[37:08] And guess what happens? (그리고 무슨 일이 생길까요?)

@[37:09] Shit changes. (상황이 바뀝니다.)

@[37:11] Sometimes, (어떤 때는)

@[37:13] Cindy Lou Who (신디라는 사람이)

@[37:14] feels good about (오늘은 드레스가 잘 맞아서)

@[37:15] how she fits in her dress today, (기분이 좋습니다.)

@[37:16] and in 12 weeks, (그런데 12주 뒤에)

@[37:17] she puts that same dress on, (같은 드레스를 입어보니)

@[37:18] she feels a little chunky. (좀 통통해진 것 같습니다.)

@[37:19] And she's like, (그리고 이렇게 생각하죠.)

@[37:20] man, ("아,)

@[37:20] I feel a little fluffy today. (오늘 좀 부한 것 같네.")

@[37:22] And then the DM comes (그때 DM이)

@[37:23] to the top of her inbox, (받은편지함 맨 위로 올라옵니다.)

@[37:24] and guess what? (그리고요?)

@[37:25] Her taxi light is on, (빈 택시 표시등이 켜진 겁니다.)

@[37:26] now she's in the market. (이제 구매 시장에 들어온 거죠.)

@[37:28] And so you just don't know (그러니 메시지를 보내는 그 시점에)

@[37:29] where people are (사람들이 어느 지점에 있는지)

@[37:29] in the specific time (여러분은)

@[37:31] when you message them. (알 수 없습니다.)

@[37:31] And this is why it's so important (그래서 더 여러 번, 더 다양한 방법으로)

@[37:33] to reach out to people (연락하는 게)

@[37:33] more times in more ways, (정말 중요합니다.)

@[37:34] because you want to do it (거시적으로도 그들에게)

@[37:35] at a place and convenient (편한 시점과 장소에서,)

@[37:36] for them in the macro, (그리고)

@[37:38] but also convenient (미시적으로도 편한 때에)

@[37:39] for them in the micro. (닿고 싶으니까요.)

@[37:39] Sometimes, (어떤 때는)

@[37:40] Cindy might have been (신디가 처음 메시지를 받았을 때)

@[37:41] trying to lose weight (살을 빼려던)

@[37:42] the first time you messaged her, (중이었을 수도,)

@[37:43] or the second time (두 번째로 메시지를 받았을)

@[37:44] you messaged her, (때였을 수도 있습니다.)

@[37:44] but she might have been (하지만 그때 마침 아이들과)

@[37:45] getting out of the van (차에서 내리는)

@[37:46] with her kids, (중이었을 수 있죠.)

@[37:47] and be like, (그러면)

@[37:48] ah, ("아,)

@[37:48] I'll get to it later, (나중에 해야지" 하고)

@[37:48] and then she forgets. (잊어버립니다.)

@[37:49] So, (그러니)

@[37:50] don't have an ego about, (자존심 세우지 마세요.)

@[37:51] like, (그러니까)

@[37:52] ah, ("아,)

@[37:52] they didn't respond to me, (답장을 안 했네,)

@[37:53] how dare they exist? (감히 어떻게" 이런 거요.)

@[37:54] It's just ridiculous. (말도 안 되죠.)

@[37:55] Like, (그냥)

@[37:55] just get more at bets. (타석에 더 많이 들어서세요.)

@[37:57] Ask again. (다시 물어보세요.)

@[37:57] We're just talking to them (우리는 그냥 대화하며)

@[37:58] and asking them a question (그들 자신에 대해)

@[37:59] about themselves. (질문하는 것뿐입니다.)

@[38:00] Remember, (기억하세요.)

@[38:00] we're just providing (우리는 무료 가치를)

@[38:01] free value here. (제공하고 있을 뿐입니다.)

@[38:02] Finally, (마지막으로,)

@[38:03] you're like, (이러시겠죠.)

@[38:03] okay, ("좋아요,)

@[38:03] Alex, (알렉스,)

@[38:04] where do I make money? (돈은 언제 버나요?")

@[38:04] I got you. (제가 알려드리죠.)

@[38:06] Now we start charging. (이제 돈을 받기 시작합니다.)

@[38:08] So, (자,)

@[38:08] here's how you know (충분히 잘하게 됐다는 걸)

@[38:10] when you're good enough, (아는 방법은 이겁니다.)

@[38:11] is that when people (사람들이 소개를)

@[38:12] start referring, (시작하거나,)

@[38:13] or you don't have (더 이상 받을)

@[38:14] more capacity (여력이)

@[38:15] to take people on, (없어졌을 때입니다.)

@[38:16] when that happens, (그때가 되면)

@[38:17] you swap free (스크립트의 '무료'를)

@[38:18] in that script (다음 다섯 명에게는)

@[38:19] to 80% off (80% 할인으로)

@[38:21] for the next five, (바꾸세요.)

@[38:21] and then you go 60% (그다음 다섯 명은)

@[38:23] off for the next five, (60% 할인,)

@[38:24] and then 40, (그다음 40%,)

@[38:25] and then 20, (그다음 20%,)

@[38:26] and then your full price, (그다음 정가입니다.)

@[38:28] and guess what? (그리고요?)

@[38:29] After your full price, (정가에 도달한 뒤에도)

@[38:30] you can still keep (계속 가격을)

@[38:31] bumping the price (올릴 수)

@[38:32] every 20, (있습니다. 20명마다,)

@[38:32] every five, (5명마다요.)

@[38:33] until you find (스위트 스팟을)

@[38:34] your sweet spot, (찾을 때까지요.)

@[38:34] where you have enough (충분한 사람들이 여전히 "네"라고 하고)

@[38:35] people still saying yes, (말이죠,)

@[38:36] and your roster's full, (정원이 꽉 찬 지점 말입니다.)

@[38:37] because when we do it this way, (왜냐하면 이런 식으로 하면)

@[38:38] the way I'm outlining, (제가 설명하는 방식대로 하면)

@[38:39] you create scarcity (희소성이 만들어지기)

@[38:41] because you get yourself (때문입니다. 스스로를 정원까지)

@[38:43] to capacity, (채우게 되니까요.)

@[38:43] and I'm purposely (제가 일부러)

@[38:45] doing this for you (이렇게 하는 이유는)

@[38:46] because at that point, (그 시점이 되면)

@[38:47] you will feel abundant (고객 수 면에서)

@[38:48] in terms of the number (풍족하다고)

@[38:48] of customers you have, (느끼게 되고,)

@[38:49] and so you won't (그래서 이상한 사람을)

@[38:50] take on crappy people, (받지 않게 되기 때문입니다.)

@[38:51] and you will actually (그리고 실제로)

@[38:52] be like, (이렇게 말하게 되죠.)

@[38:53] honestly, ("솔직히)

@[38:53] my time is limited, (제 시간이 한정돼 있어요.")

@[38:54] and you'll be able (그리고 확신을 갖고)

@[38:55] to with conviction (윤리적으로)

@[38:56] and ethically say, (말할 수 있게 됩니다.)

@[38:58] I can't really charge ("이보다 낮은 가격은)

@[39:01] any less than this. (정말 어렵습니다.)

@[39:01] It doesn't make sense for me, (저한테 수지가 안 맞아요.")

@[39:02] and you can be truthful (그리고 그것에 대해 정직할 수)

@[39:04] about it, (있습니다.)

@[39:04] and then what's crazy (그리고 놀라운 건)

@[39:05] is that when you have (돈을 내는 사람들이)

@[39:06] the rest of these people (들어오기)

@[39:07] who start coming in (시작하면,)

@[39:08] and paying, (말이죠,)

@[39:08] you can turn to the people (무료로 해주던 사람들에게)

@[39:09] you're doing it for free (돌아서서)

@[39:10] and say, (이렇게 말할 수 있다는 겁니다.)

@[39:10] hey, ("저기,)

@[39:11] I got all these people (돈을 내겠다는 분들이)

@[39:11] that are paying me, (이렇게 많아서,)

@[39:12] like, (그러니까,)

@[39:12] I either have to pick them (그분들이나 당신 중)

@[39:14] or you, (선택해야 하는데,)

@[39:14] I'd rather keep working (저는 당신과 계속하고)

@[39:15] with you, (싶어요.)

@[39:15] would you be willing to? (괜찮으실까요?")

@[39:17] And if they're, (그리고 만약)

@[39:19] yes, ("네"라고 하면)

@[39:19] great, (좋습니다.)

@[39:20] you just converted somebody, (방금 한 명을 전환시킨 거고,)

@[39:21] and if not, (아니라고 해도)

@[39:22] no sweat, (문제없습니다.)

@[39:23] you have somebody (기다리는 사람이)

@[39:24] lined up waiting for you, (줄 서 있으니까요.)

@[39:25] so either way you win. (어느 쪽이든 이깁니다.)

@[39:26] So this is the foolproof way (그러니 이게 실패할 수 없는 방법,)

@[39:29] or the simplest way (제가 아는 가장 단순한)

@[39:30] that I know of (방법입니다.)

@[39:31] to get somebody from (무료 제공에서,)

@[39:31] free stuff, (즉 상대가 아는 가치를)

@[39:32] providing value they know (제공하는 것에서)

@[39:34] to slowly beginning to charge. (서서히 과금으로 넘어가는 방법이죠.)

@[39:35] All right, (자,)

@[39:36] and this is a process. (이건 과정입니다.)

@[39:36] Now, (그리고)

@[39:36] if you want to do every three, (세 명마다 하고 싶으면)

@[39:37] go every three. (그렇게 하세요.)

@[39:38] The concept is more important (개념이 실제 숫자보다)

@[39:39] than the actual numbers. (더 중요합니다.)

@[39:40] You want to do 25% jumps, (25%씩 올리고 싶으면)

@[39:42] do 20. (20%로 하세요.)

@[39:42] You want to do 50% jumps, (50%씩 올리고 싶어도)

@[39:43] it doesn't matter. (상관없습니다.)

@[39:43] The point is that (요점은)

@[39:44] you can commit to a process, (과정에 전념할 수 있고,)

@[39:46] and then on a long enough time horizon, (충분히 긴 시간 지평에서)

@[39:47] you will win. (반드시 이긴다는 것입니다.)

@[39:48] And so, (그래서)

@[39:50] every five, (다섯 명마다)

@[39:50] raise the price 20% or more. (가격을 20% 이상 올리세요.)

@[39:53] All right, (자,)

@[39:53] so I think it's a good one (이건 계속 유지하기)

@[39:54] to just keep all the way throughout (좋은 원칙이라고 생각합니다.)

@[39:55] because guess what? (왜냐하면요?)

@[39:56] The more you do, (많이 할수록,)

@[39:57] depending on what the service is, (서비스에 따라 다르지만,)

@[39:58] you might be able to just continue (이걸 무한히 계속할 수)

@[39:59] doing this ad infinitum, (있을지도 모릅니다.)

@[40:00] as in forever. (영원히 말이죠.)

@[40:01] All right, (자,)

@[40:01] now, (물론)

@[40:02] you might have to do it (10명마다 또는 20명마다)

@[40:03] every 10 or every 20, (해야 할 수도 있습니다.)

@[40:04] but you can still, (하지만 여전히)

@[40:05] over time, (시간이 지나면서,)

@[40:05] as long as you have (수용 능력이 제한되어)

@[40:06] your constrained capacity, (있는 한,)

@[40:07] you can continue raising the price. (계속 가격을 올릴 수 있습니다.)

@[40:09] All right, (자,)

@[40:09] and it gives you true scarcity, (그리고 이건 진짜 희소성을 만들어냅니다.)

@[40:10] which will convert (그러면 판매 전환율이)

@[40:12] at a much higher percentage (훨씬)

@[40:13] in your sales. (높아집니다.)

@[40:13] And so, (그래서,)

@[40:15] I'm going to give you (비밀 코스에서 한 조각을)

@[40:16] a little snippet (살짝)

@[40:17] from the secret course, (공개하겠습니다.)

@[40:19] which by the time (여러분이 이걸 보실 때쯤이면)

@[40:19] you're watching this, (그것이 존재한다는 걸)

@[40:20] you will know that it exists, (아시게 될 겁니다.)

@[40:21] is that one of my favorite (제가 좋아하는 작은 요령 중 하나는)

@[40:22] little hacks here (제가)

@[40:24] is something that I call ('선결제 후보장(pre-play post-guarantee)'이라고)

@[40:25] the pre-play post-guarantee. (부르는 것입니다.)

@[40:26] All right, (자,)

@[40:26] so you can get more cash (이걸로 선불 현금을 더 많이 받으면서)

@[40:28] up front and more yeses (동시에 승낙도 더 많이)

@[40:29] at the same time. (받을 수 있습니다.)

@[40:30] So more people buying (더 많은 사람이 구매하고)

@[40:32] and paying up front. (선불로 지불하는 거죠.)

@[40:32] So here's how it works. (작동 방식은 이렇습니다.)

@[40:33] Offering a guarantee (보장을 제공하면)

@[40:34] gets more people to buy (위험을 뒤집기 때문에)

@[40:35] because it reverses risk, (더 많은 사람이 구매합니다.)

@[40:37] right? (그렇죠?)

@[40:37] So here's the nice twist on it, (여기에 멋진 변형을 주자면,)

@[40:38] is that you can offer (선불로 결제하는 사람에게만)

@[40:40] a guarantee (보장을)

@[40:40] only to people (제공할 수)

@[40:41] who pay up front. (있다는 겁니다.)

@[40:42] Reason why? (이유가 뭐냐고요?)

@[40:44] People who invest up front (선불로 투자하는 사람은)

@[40:45] are more committed, (더 헌신적이고,)

@[40:46] and as a result, (그 결과)

@[40:46] we're able to guarantee (그들의 결과를 보장할 수)

@[40:47] their outcomes. (있기 때문입니다.)

@[40:48] So if you'd like our guarantee, ("저희 보장을 원하시면)

@[40:49] then you can prepay (서비스를 선결제하시면)

@[40:50] for the service. (됩니다.")

@[40:51] And so it gives you (그러면 누군가가 12주치나 6개월치,)

@[40:53] a really strong reason (또는 서비스 기간이 얼마든)

@[40:54] why for someone (선결제할)

@[40:54] to prepay for 12 weeks (아주 강력한)

@[40:55] or six months (이유가)

@[40:56] or whatever the time period (생깁니다.)

@[40:57] of the service (서비스 기간이든)

@[40:58] or the thing you have, (제품이든 말이죠.)

@[40:59] or prepay for a bulk purchase (재고 얘기라면 대량 구매를)

@[41:00] if you're talking (선결제하게)

@[41:01] about inventory. (할 수도 있고요.)

@[41:01] All right? (아시겠죠?)

@[41:02] And another version (그리고 또 다른 표현 방식은)

@[41:03] of the wording (제 좋은 친구인)

@[41:03] that I got from my good friend (캐시 박사(Dr. Cashy)에게서)

@[41:04] Dr. Cashy, (얻은 건데,)

@[41:05] which I really love, (정말 좋아하는 표현입니다.)

@[41:06] is that after the person (상대가 구매에 동의한 뒤,)

@[41:07] agrees to buy, (이미 사겠다고)

@[41:07] they've already agreed to buy, (동의한 뒤에,)

@[41:08] they've already said, (이미 "네, 살게요"라고)

@[41:09] yes, I'm buying. (말한 뒤에)

@[41:09] You say, (이렇게 묻는 겁니다.)

@[41:10] would you rather pay less today ("오늘 덜 내시겠어요, 아니면)

@[41:11] or get all your money back? (돈을 전부 돌려받으시겠어요?")

@[41:13] And a lot of times people say, (그러면 많은 경우 사람들은)

@[41:16] well, I'd rather get ("돈을 전부 돌려받는)

@[41:17] all my money back. (쪽이요"라고 합니다.)

@[41:17] And so paying less today ('오늘 덜 낸다'는 건)

@[41:19] means a payment plan. (할부를 뜻합니다.)

@[41:20] So less money down. (계약금이 적은 거죠.)

@[41:22] Get all your money back ('돈을 전부 돌려받는다'는 건)

@[41:23] equals you prepay (선결제하고)

@[41:24] and get a guarantee (원하는 결과를 얻는다는)

@[41:25] that results in the thing you want. (보장을 받는 것입니다.)

@[41:27] So example is that (예를 들면)

@[41:29] pay less equals ('덜 낸다'는)

@[41:29] $2,000 a month (월 2,000달러씩)

@[41:30] for three months (3개월,)

@[41:30] equals $6,000 (총 6,000달러에)

@[41:31] with no guarantee. (보장 없음입니다.)

@[41:32] Or get all your money back ('돈을 전부 돌려받는다'는)

@[41:34] is $6,000 up front (6,000달러 선불에)

@[41:36] with a guarantee. (보장 포함이고요.)

@[41:37] Interesting, right? (흥미롭죠?)

@[41:39] And when you presented (그리고 이렇게)

@[41:40] this way, (제시하면,)

@[41:40] the majority of people, (대다수의 사람들이,)

@[41:41] here's what's crazy, (놀라운 건,)

@[41:42] majority of people (대다수가)

@[41:42] will take the upfront cash option (보장이 딸린 선불 현금 옵션을)

@[41:44] with a guarantee. (선택한다는 겁니다.)

@[41:44] All right, (자,)

@[41:45] so if you planned on offering (그러니 어차피 보장을 제공할)

@[41:46] one anyways, (계획이었다면,)

@[41:48] like if you planned on offering (어차피 보장을 줄)

@[41:49] a guarantee anyways, (생각이었다면,)

@[41:49] then you might as well (그걸 무기로 삼아)

@[41:50] weaponize it (더 많은 사람이 승낙하고)

@[41:51] to incentivize more people (선불로 내도록)

@[41:52] to say yes (유인하는 게)

@[41:52] and pay up front. (낫습니다.)

@[41:53] So just a little hack for you. (작은 요령 하나 알려드린 겁니다.)

@[41:55] So that's how you start charging. (이게 과금을 시작하는 방법입니다.)

@[41:57] And now you're like, (이제 이러시겠죠.)

@[41:58] okay, ("좋아요,)

@[41:59] I've worked my list, (리스트를 다 돌렸고,)

@[42:00] I'm at capacity, (정원이 찼고,)

@[42:01] I have all these people, (사람들이 이만큼 있고,)

@[42:01] I'm selling, (팔고 있고,)

@[42:02] I'm a gazillionaire, (엄청난 부자가 됐어요.)

@[42:03] Alex, (알렉스,)

@[42:04] what do I do now? (이제 뭘 하죠?")

@[42:04] Well, (음,)

@[42:05] you still have a list of people (여전히 연락했던 사람들의 리스트가)

@[42:06] that you have contacted (남아 있습니다.)

@[42:07] that you spent all this time (이 모든 시간과 노력을 들여)

@[42:09] and effort to put together (모으고)

@[42:09] and reached out to. (연락했던 리스트 말이죠.)

@[42:10] So what do you do with them? (그럼 그들을 어떻게 할까요?)

@[42:11] You keep them warm. (따뜻하게 유지합니다.)

@[42:12] How do you keep them warm? (어떻게 유지하냐고요?)

@[42:13] You provide value. (가치를 제공합니다.)

@[42:14] So you provide value, (가치를 제공하고,)

@[42:15] you provide value, (가치를 제공하고,)

@[42:16] you provide value, (가치를 제공하고,)

@[42:17] and then every once in a while (그러다 가끔씩)

@[42:18] you throw in (딘 잭슨의 유명한)

@[42:19] what Dean Jackson's ('9단어 이메일'을)

@[42:20] famous nine word email, (던지는 겁니다.)

@[42:21] which is, (그건)

@[42:22] are you still looking to? ("아직 ~하고 싶으신가요?"입니다.)

@[42:23] Forward desire. (원하는 바를 넣으세요.)

@[42:24] Buy your dream home, (꿈에 그리던 집 사기,)

@[42:25] get more sales leads, (영업 리드 더 얻기,)

@[42:26] tone up your arms, (팔 라인 만들기,)

@[42:27] open an online store, (온라인 상점 열기,)

@[42:28] start a YouTube channel, (유튜브 채널 시작하기,)

@[42:29] whatever it is. (뭐든 좋습니다.)

@[42:31] And that's it. (그게 다입니다.)

@[42:31] Make it very simple. (아주 단순하게 만드세요.)

@[42:32] Small call to action, (작은 행동 유도를)

@[42:34] interrupted by lots of value. (많은 가치 사이사이에 끼워 넣는 거죠.)

@[42:35] And this leads us very naturally (그리고 이건 아주 자연스럽게)

@[42:37] to the next type of advertising, (다음 광고 유형으로 이어집니다.)

@[42:38] which is content. (바로 콘텐츠죠.)

@[42:39] Because when you're keeping (왜냐하면 리스트를 따뜻하게)

@[42:40] your list warm, (유지할 때,)

@[42:41] you're fundamentally talking (근본적으로 여러 사람에게 동시에)

@[42:42] to many people at once, (말하고 있는 것이고,)

@[42:43] and then that leads us (그게 다음 주제로)

@[42:44] to the next one. (이어지기 때문입니다.)

@[42:44] And so here's your little (자, 여기 작은)

@[42:45] action checklist. (실행 체크리스트입니다.)

@[42:46] Is that who? (누가?)

@[42:47] This is going to be you (초반에는)

@[42:48] in the beginning. (여러분 자신입니다.)

@[42:48] What? (무엇을?)

@[42:49] You're going to be giving (처음 다섯 명에게)

@[42:50] your first five free. (무료로 제공합니다.)

@[42:50] Where? (어디서?)

@[42:51] You're going to be messaging, (메시지,)

@[42:52] phone calling, (전화,)

@[42:52] physical mailing, (우편,)

@[42:53] SMS, etc. (문자 등입니다.)

@[42:54] Who? (누구에게?)

@[42:55] The context you already have access to. (이미 접근 가능한 연락처들입니다.)

@[42:56] When? (언제?)

@[42:57] Your first four hours of your day. (하루의 첫 4시간입니다.)

@[42:59] So if you're starting out (그러니 이제 시작하거나)

@[43:00] or you're trying to advertise, (광고를 하려 한다면,)

@[43:01] first four hours of every day (매일 첫 4시간을)

@[43:02] is this. (여기에 쓰세요.)

@[43:03] This is your 100 reach outs. (이게 100번의 연락입니다.)

@[43:04] All right? (아시겠죠?)

@[43:05] Why? (왜?)

@[43:05] Because you're trying to get customers (고객을 얻거나 고객을 소개받으려)

@[43:06] or get introductions to customers. (하기 때문입니다.)

@[43:07] How are you going to do it? (어떻게?)

@[43:08] You're going to personalize your message (메시지를 개인화하고)

@[43:10] and then use ACA. (ACA를 사용합니다.)

@[43:11] How much? (얼마나?)

@[43:11] 100 attempts a day. (하루 100번 시도입니다.)

@[43:13] How many? (몇 번?)

@[43:13] You're going to follow up (첫 연락 후 두 번 더)

@[43:14] two more times after the first. (후속 연락을 합니다.)

@[43:15] And how long? (얼마 동안?)

@[43:16] Until you get customers. (고객이 생길 때까지입니다.)

@[43:18] And so I have this little quote here. (그리고 여기 짧은 인용구가 있습니다.)

@[43:20] You can get good enough (거의 무엇이든 20시간의 집중된 노력이면)

@[43:21] at almost anything (충분히 잘하게 될 수)

@[43:22] in 20 hours of focused effort. (있다.)

@[43:23] The problem is, (문제는)

@[43:23] most people spend years (대부분의 사람이 그 첫 한 시간을)

@[43:24] delaying the first hour. (미루는 데 몇 년을 쓴다는 것이다.)

@[43:25] So don't delay the first hour. (그러니 첫 한 시간을 미루지 마세요.)

@[43:27] Watch this thing, (이걸 보고,)

@[43:28] do this checklist, (체크리스트를 실행하고,)

@[43:29] and start today. (오늘 시작하세요.)

@[43:29] And so here's what to expect (그리고 기대치를 말씀드리겠습니다.)

@[43:31] because you might be like, (이러실 수 있으니까요.)

@[43:31] all right, well, how am I doing? ("제가 잘하고 있는 건가요?")

@[43:32] Typically, (일반적으로)

@[43:33] one to 2% of the people (연락한 사람의 1~2%가)

@[43:35] that you reach out to will buy. (구매합니다.)

@[43:36] So I just want to set this up. (미리 짚어두고 싶습니다.)

@[43:37] Like if you reach out to 20 people, (20명에게 연락했는데)

@[43:38] like no one bought, (아무도 안 샀다면,)

@[43:38] it's like duh. (당연한 겁니다.)

@[43:39] Like 1% is 0.2 people (1%면 0.2명인데)

@[43:41] and 0.2 people don't exist. (0.2명은 존재하지 않으니까요.)

@[43:42] All right? (아시겠죠?)

@[43:43] So 1 to 2%. (그러니 1~2%입니다.)

@[43:44] So expect 80% not to reply. (80%는 답이 없을 거라고 예상하세요.)

@[43:46] Of the 20% that do reply. (답장하는 20% 중에서 말이죠.)

@[43:49] And if you're doing better than this, (이보다 잘하고 계신다면)

@[43:50] awesome. (훌륭합니다.)

@[43:51] Amazing. (대단해요.)

@[43:52] You're killing it. (아주 잘하고 계신 겁니다.)

@[43:53] Okay? (아시겠죠?)

@[43:54] So if you're getting 20% to reply, (20%가 답장한다면,)

@[43:56] of those 20%, (그 20% 중에서)

@[43:57] you get some of them to reply (일부가 답하고)

@[43:58] and get the free thing. (무료 제공을 받게 됩니다.)

@[43:59] And then of those, (그리고 그중에서)

@[44:01] 1 to 2% will buy. (1~2%가 구매합니다.)

@[44:02] So of 100 reach outs, (그러니 100번 연락하면)

@[44:03] you'll get 1 to 2 people (1~2명이 구매를)

@[44:04] who want to buy your thing. (원하게 됩니다.)

@[44:05] And so when you look at your list (그러니 2,000개의 리드 리스트를)

@[44:06] of 2,000 leads, (들여다보면,)

@[44:08] guess what? (어떨까요?)

@[44:08] You've got 20 to 40 customers in there. (그 안에 고객 20~40명이 들어 있는 겁니다.)

@[44:10] And for most people, (그리고 대부분의 사람에게)

@[44:11] that will replace your job (그건 직장과 소득을)

@[44:12] and your income. (대체할 수준입니다.)