The only constant in internet marketing is change.
Traffic sources change.
Software and tools change.
These changes will challenge you constantly.
You will get paid to the degree you’re able to
solve problems in the marketplace.
And if there’s any one place which taught me a great deal about problem solving
its the Israeli Air Force.
Discover the 3 biggest problem-solving lessons I learned during my service now.
This program is brought to you by the ThePodcastFactory.com.
Jonathan: Welcome back List Builders to another addition of “List Building Lifestyle” with your host, the man, the myth, the legend, Mr. Igor Kheifets. What is up, brother?
Igor: Jonathan, List Builders, great to be here and great to realize that now it’s two times per week that I get to be in your earbuds.
Jonathan: You’re pulling some inceptions stuff on here aren’t you? You’re just getting up in their ear, into their brain; they don’t even know what you’re doing to them.
Igor: Oh yeah and check this out, today, we are going to rap about my army days. The time I used to serve in the Israeli Air Force.
Jonathan: Hmm. Really? Do you know Krav Maga? Is that Israeli?
Igor: Yes, sir. Yes, I studied Krav Maga as well.
Jonathan: You’re dangerous, ain’t ya?
Igor: Well, I’m probably as dangerous as the chair I’m sitting on because I don’t remember a thing from the Krav Maga lessons. [laughter]
Igor: I’m not a fighter; I’m a marketer, man. I solve problems using sales letters not fighting.
Jonathan: Fair enough.
Igor: Yeah, so the army was an interesting experience. It was a painful experience for me to be honest because I felt trapped but there were a couple of things that I learned in the army that allowed me to become a better problem solver. Three things specifically, now before I get into these three things, Jonathan. Do you know why it’s so critical for an internet marketer to be a great problem solver?
Jonathan: Oh, he’s putting me on the spot, List Builders. Well, I don’t know if this relates and I think is Charles Darwin that talks about the species who survives is the species who adapts and I feel like solving problems is a way of adapting your thinking and getting through road blocks. Am I on the right track?
Igor: Absolutely. You know my mentor, Tom Beal says, “Improvise, adapt, overcome”. He says, “The only constant in business and marketing is change.” The marketplace will change. The circumstance will change. Your income will change. Your clients will change. Media will change. Everything will change eventually so that’s the only thing that you can be certain of. So circling back to the problem solving, you will only get paid to the degree that you’re able to solve problems and that’s something that my friend, Vick Strizheus, shared with me and he is so right. He’s absolutely correct because what is a sale? It’s solving someone’s problem. What is writing copy? What is writing an email? It is solving a problem of lack of attention towards you and your brand and your product so naturally the more we can develop our problem solving skill set, the more money we’ll make. The bigger the problems that we are able to fix that’s the bigger the paycheck because, I learned this by the way from Dan Kennedy but eventually had it reaffirmed in my experience. You can actually talk to two different people selling you the exact same product and charge double the money for one of them and he would still buy with just as much enthusiasm as the other guy who paid half the money. You know what the difference is, Jonathan?
Jonathan: What is it?
Igor: So people think in marketing the difference maker, the game changer is the “what” but it’s not. The game changer is the “who”, who’s buying the product. Now if you’re product ain’t selling right now, you can try and change the product somehow and try to sell it again to the same crowd or you can go find a different crowd that is going to be easier to sell this product to, you know in comedy they say that it’s easier to find a new audience than to write a new joke.
Igor: So that’s sort of the same thing. So the three things that I learned that the army taught me basically, the system, just so you guys understand, it’s not like I went out there and I went into close quarters combat and stuff like that. I was the air force guy. I was tweaking the F16 jet fighter weapon systems so I would play with the electronics and the schematics of that. So I didn’t actually get to kill people or anything like that but I got to learn the system because army is a system. It’s like the Matrix. You get in and there are rules and agents and they appear everywhere.
Igor: You have to be Neo to break those rules. So the first principle I learned which allowed me to survive in the army and not only that but also get out of it what I chose to which is a very difficult task, Jonathan. You actually should go to prison for six months over here.
Jonathan: Wow, really?
Igor: Yeah, if you try and do something like that. I went to prison for two days.
Igor: So I took a shortcut; I only spent two days in prison. So basically here’s the first concept that I learned, Jonathan, get in, learn the rules, and bend the rules to your will that’s how you got to do it. You got to get in, learn the rules, and bend those rules to your will because all rules will be bent. Again, circling back to the analogy of Neo getting into the Matrix, not making the first jump but eventually learning how to bend reality inside the Matrix. Now what I did in the army was I was able to follow the rules of the system from within the system and without breaking the rules have the system assist me in getting out of the army. Simply by studying and understanding the thinking and the logic behind all the protocols they have had; I was able to successfully leverage those protocols in order to get myself out.
Igor: Now it sounds counterintuitive and counterproductive, why would they create protocols to get me out but you see these protocols were created to hold everyone back and to keep everyone in line because imagine if everyone knew that they could actually get out fairly easily. Right, they would just abuse the system and get out very, very quickly because the army service is mandatory here in Israel and I didn’t want to go in. Although I went to a boarding school, I sort of realized that would be a waste of time. I wanted to become an entrepreneur at that point. So going in I kept on looking for ways to get out and I wasn’t the only one, Jonathan, most people want like almost nobody wants to go and serve their country so they feed you with a false idea of patriotism and all that sort of bullshit when in reality all they need with the kind of wars we are fighting and the kind of technology we’ve got we need an army of about 200,000 people that’s about it. We don’t need an army bigger than that. If we were to – now I’m getting political here but whatever – it’s my podcast.
Igor: If we were to have a hired army like you guys have in the States now we would have a completely different set of circumstances here in the Middle East, I think. So basically, most people will get in, don’t want to be there and so these protocols are created to maintain order within the system. They aren’t created for anything else. I notice that this bureaucracy and it's time wasting - so much time has been wasted in the six months that I had been in the army, just nothing is moving. No one is doing anything. Everyone is just following the book, the rule book and tries to abuse the rules as much as they can to do the least work they can. So that’s rule number one. I got in, I learned the rules, and I started bending the rules in my favor. Okay? So that is true about marketing and salesmanship.
Most people get into the marketing part of it, they try to talk to people, and they don’t rule the rules. They don’t learn the rules of engagement. They do not learn the rules of marketing. They refuse to learn the rules of persuasion. They refuse to learn the rules of closing the deal. So all these rules go ignored and then they cry about not being able to close sales, to make sales. I find that to be silly. If you want to get into some sort of system and profit from it, you absolutely have to learn how it works from the inside, no way around it.
Jonathan: No shortcuts? [laughter] You don’t have a cheat sheet?
Igor: No silver bullets, no cheat sheets, no nothing. You got to figure it out the hard way. The second thing I learned is that you got to get in to get out. So my purpose of getting into the army was to get out of it. I spent about year and half running away. I was basically MIA or AWAL, I’m sorry that’s the term. I was AWAL for a little while. That’s why they put me in prison for a couple of days once I turned myself in.
Igor: I was running around all across the country so they don’t catch me because I didn’t want to go in. I thought that was my way of dealing with it. But the truth of the matter is the only way I could deal with the army, which was mandatory was to get in so until I got in, I couldn’t get out. Same thing about marketing, you can’t get out on the other end of it being prosperous unless you get in and start digging through it. You can't be waiting patiently on the sidelines not jumping into anything trying to not make a mistake or whatever, trying not to get burned. You can’t succeed in this industry without jumping in. It’s just impossible. You have to be at least somewhat of a risk taker and be able to take those steps towards the industry. A lot of people that I see who complain about not getting results is all I see is they are motionless on the sidelines observing. Almost never do they participate in what’s going on.
Jonathan: In action.
Igor: So that’s number two, that’s rule number two. Rule number three is no matter how big the problem if you talk to enough people you’ll find a solution that works. So you know, Jonathan, the funny thing about when I got into the army I got out of jail and they drafted me. I was sent to the boot camp. It was a two month boot camp where they would just abuse tender guys like me.
Igor: Try to make me into a real man, which of course they failed.
Igor: I remember clearly on the very first day once I got in feeling very discouraged about getting out. I remember almost giving up and feeling that there was probably no way to get out because I spoke to a few people. The conversation was pretty much the same, a lot of people got in to get out, etc., so but as you know, Jonathan, if you talk to most people about something they are going to give you most people’s answer which is you know it’s impossible. So that was the conversation in the camp, it was impossible to get out and they sounded like they knew what they were talking about like they sounded like they attempted every single possible trick in the book. I kind of got rid of the idea of trying to get out but I settled for the idea of trying to get myself into a position where I could go home every day, for example. So I would go there around 7 am, I would get out of the house and I would come back around 4pm or 5pm back home so I could still work on my business, which at the time was of course not picking up any traction. Eventually I succeeded doing that but you know what’s funny is that it wasn’t until I spoke to this one particular person that I finally believed that I could actually get out because that guy you know he made the journey, he went all the way from being a full blown military with a gun and fighting Philistian [inaudible0:12:34.1] and stuff like that all the way to being a guy who – that’s how he would serve his country. He would show up for two hours from 11am to 1pm to cut tomatoes in the kitchen and go back home.
Jonathan: Hmm. Really?
Igor: Five days a week.
Jonathan: [Laughter] How about that.
Igor: That was a wasted uniform on that person but I admired him.
Igor: Because he had the answer to my problem. So after speaking to so many people and getting discouraged I finally spoke to this guy and he was just kind of enough to share exactly what he did and from that conversation 30 days later I was out.
Igor: I remember stepping out of the psychiatrist’s office on the base and literally running two miles like sprinting two miles to the main gate where I would wait for another 15 minutes for my dad to come and pick me up with the car. The base actually happens to be not too far from my hometown here, as you know I live in a country the size of a shoe box that’s always fighting everybody so we got lots of different air force bases here in the south. So my dad was able to pick me up pretty quickly. But I remember running towards the gate feeling like I grew a pair of wings.
Igor: I couldn’t believe it. I heard the words and my feet were moving towards the main gate but I couldn’t believe I was actually free for the very first time in my life. I felt like a huge rock had been lifted off my chest and I was finally free to start making money online because for some reason while I spent a couple of months going back and forth between home and the base and still trying to do something in the evenings with my business, every single day felt like I was a prisoner, like every single action would be very difficult to take because I felt the extra added burden of that commitment to the Israeli military and my homeland. Basically once I had that lifted off of me, I was just liberated and six months later I made my first full-time paycheck. But going back – circling back to the rule, no matter how big the problem if you talk to enough people you’ll find a solution that works. That is very true about everything, everything and I can give you plenty of examples from giving birth for example we wanted some private care for Anastasia when she was pregnant and I found it. I spoke to enough people and I found how I could get it. Or dealing with my dad’s social security issue so at some point he was denied the request in disability pension so we found a way around that so like any problem that I’ve ever faced in my life if I just spoke to enough people I would eventually find that one person that had the answers that I was looking for.
Jonathan: I like that. Can you recap three really quickly?
Igor: So number one is get in, learn the rules, and bend the rules to your will. Number two, got to get in to get out. Number three, no matter how big the problem if you talk to enough people you’ll find a solution that works.
Jonathan: Yeah, they all build on each other actually is the theme I’m seeing there. You actually got to take action. Once you’re in the game you can be connected to more people and you can find the answers you’re looking for. I dig it, man. So what do you have coming up for us next time, Igor?
Igor: So next time, I’m going to be rapping with my friend Miles Segers. Now Miles is someone who is known for having a magnetic personality. So that’s a guy who succeeded online very, very fast which is, Jonathan, contradicting to most of what you hear online where people struggle for a long time.
Igor: Miles didn’t struggle for a very long time. One of the reasons, one of the core reasons he talks about why that happened was because he was able to develop a magnetic personality so this guy actually went out there having no proof whatsoever that he was making money and he attracted a bunch of people to join him in his business opportunity as an affiliate, which I find to be an amazing feat, an amazing accomplishment because as I shared earlier, I think I did share this earlier and if I didn’t, please correct me. Basically how I was waiting for permission for someone to give me permission to become the leader and the authority. So Miles sort of just took it and he created a personality where automatically people gave that to him. They sort of put him in high status. So we’re going to be talking about how he did that and the steps he took in order to develop this magnetic persona which people find it easy to attach themselves to and of course join him in his business opportunity, which again, he says is the reason to his success. Now I personally know the other secret sauce that he is not talking about.
Igor: Ever since he got online he has been buying traffic from me so …
Jonathan: Ahh, [laughter]
Jonathan: That’s where it’s at.
Igor: Yeah so Miles sorry, bro. Secret is out.
Jonathan: Good stuff, man. So that is a wrap for “List Building Lifestyle”. We will be back in your earbuds shortly. Thank you List Builders for tuning in. Thank you Igor, as always, for sharing your insight with us.
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