How saturated is your niche?
Chances are, if there’s any money in it, it’s drenched with competitors.
How do you stand out?
How do you make people not only pay attention to you, but be dying to work with you?
Both questions have been troubling me for a long time.
I decided to ask Diane Hochman, millionaire entrepreneur mom who’s the #1 all time earner in My Lead System Pro.
Over the next half an hour she shares the 7 biblical hacks marketing superstars use to go from nobody’s to the who’s-who!
Of course, yours unruly is no different.
When I mastered hack number 4, my earnings skyrocketed as did my self-confidence, in bidniz and life.
This program is brought to you by the ThePodcastFactory.com.
“I started my career putting cards on people's windshields, thousands of cards every day. I wanted it, that's all I knew how to do. I put thousands of cards on people's windshields on their cars, which seems ridiculous, but it was what I knew how to do.”
Hi, my name is Igor Kheifets and this is the List Building Lifestyle, the only podcast
which delivers cutting edge conversion strategies from the online trenches straight to
your earbuds. Download the transcript of today’s episode and all future episodes at
listbuilidnglifestylesshow.com. I also invite you to grab a free copy of “The Wealthy
List Builder’s Survival Guide” at listbuildinglifestyleshow.com/survival and now
once again it’s time to claim your List Building Lifestyle.
Igor: Welcome back to another episode of the List Building Lifestyle with my guest, Diane Hochman. Diane, unless you know her, you should know her, but if you don't, she is a top earner with several companies. She's most famous for her work with My Lead System PRO, and she's a tremendous person, a highly accomplished mom, okay, a millionaire mom, and she's just someone I really admire and respect because of how she shows up in the marketplace and the kind of impact she has made on hundreds, if not thousands, of lives at this point. So, Diane, honored to host you.
Diane: And thrilled to be here. Thanks for having me.
Igor: So I know you're busy. So, we're going to dive right in. And one of the most common questions I get from my listeners or from my customers is, "Igor, I listen to your podcast. I watch your training videos. I consume every single piece of information you put out there. But what do I do? How do I put this whole thing together?" And I decided to invite you to do an episode together, because you have what you call "Seven Biblical Mindset Hacks" that millionaires swear by. Which is something that, when I first heard it, when I first heard these seven hacks, they just made so much sense that I just had to get you on the show and had to get you to share those. So, before we dive in, do you mind sharing a little bit about where you come from, as far as how did you get into this industry? How did you succeed? And where did these hacks come from as well?
Diane: Absolutely. I've been in the industry for 17 years next month, started when my kids were little. I needed to figure out a way to make some extra money because I had left my job. Started in network marketing and worked in that for quite a while. And then I came across a course from a man who eventually became my mentor, and a lot of the hacks we're going to be talking about today were passed to me from him and several other mentors and I started to realize that when I followed these daily activities and these ideas and concepts that I was becoming extremely successful. So, I walked away from some of the things that had been taught to me and I focused in on what seems to be very simple Igor, but in the end it's really high-level marketing done in a simple way that a mom can handle or a part-timer can handle. And all these years later I'm traveling the world, teaching people about it. It's pretty incredible stuff.
Igor: Oh, yeah. So, far you've had tremendous impact on hundreds of lives, like I said, if not thousands. I've seen your Hangouts. I've been to your webinars. And the energy, the gratitude that I sense from your audience, is amazing. You're making a tremendous impact. So, I would love to have some of that rub off on my show and my listeners and help some of my more confused listeners, kind of put things in perspective and gain some clarity about what do we do? We consume information, we learn the stuff, we get all this data, but how do we make sense of all of that? And so why don't you go ahead and dive right into the seven biblical mindset hacks?
Diane: And just so everybody knows, because sometimes the word "biblical" makes people nervous, for one reason or another. Guys, it's universal. When I say "biblical", things that go back to the beginning of marketing, things that we would find somebody having done in the early 1920s. People in the '40s, '50s, '60s, using direct response mail order. Today in list building, in copywriting, they still hold true. So, they're universal. They've lasted the test of time and will continue. If you come back in a hundred years they'll still be there. So, they're pretty important. Do you want me to just go through the list and start messing with them, or what's good for you?
Igor: Well, I'd love to start with the first one which is, "You don't have to get it right, you just have to get it going." Which I feel is one of the most important ones out of the seven.
Diane: Yeah. And again, that was a line that my mentor used to say all the time. He drilled it into my head because most of us, I don't know about you Igor, but I come from a long line of employees. My mom, my dad, my grandparents, nobody was entrepreneurial in my family. So, as an employee-minded person we were taught, you go do your job and you better get it right, because if you don't get it right you're going to get fired. So, when people get into the business industry, when they start being entrepreneurial, they're trying to be perfect. As somebody who's run a million ads, as somebody who's written pages and pages and pages and pages of copy, you know how do we get it right in marketing, we do it over and over and over again. You don't have to get it right, you just have to start. So, whatever your plan that you've put together today, if it's to write that first letter or maybe that fifth or tenth letter, you've got to do it every day. If it's to run that ad and get that split test going, the whole nature of marketing is to fail forward fast. So, you've got to change the mindset up and start not trying to get it right, but to get it done.
Igor: Well, that's big what you're saying about we being conditioned to get it right from the get-go. And it's not just in the workplace, think about school.
Igor: In school, if you don't get it right you get bad grades. If you get bad grades people look down on you, they think you're stupid. So, naturally, we learn to just try and get it right even if by cheating or perhaps by memorizing answers rather than understanding. And so, when you become an entrepreneur what's missing for most people in my opinion is the ability to learn. Because most people come in and they're like, "Just give me a freaking manual. Just tell me what I'm supposed to do A to Z, so I don't need to think, and I just have to get it right." But the reality is there's no such thing. Not a single marketer who's making millions of dollars can actually go back and articulate to a tee exactly what you must do. Because it has to contain a piece of you, something that no one else can duplicate. You have to bring that to the table.
Diane: Marketing is a moving target too. So, if you focus on "getting it right", well the marketplace will change, the medium will change. In today's marketplace what was right just a year ago is not "right" today, because the mediums changed, the algorithms change. So, we have to learn to be fluid.
Igor: Oh, yeah. That's a great point. In fact I never heard anyone else mention that before. And what I learned the first two years of internet marketing, when I was still in that mindset chasing the trick, chasing the silver bullet, chasing the "Just tell me what I need to do and I'll do it and I hope I make money" is that any time there was such a trick people were abusing the system right away. And the moment enough people abused the system, the system changed the rules. Whether it's Google or Facebook or whatever, the rules will always be ever changing, so people can't keep abusing the system. So, that's why it's always something else, so that technicalities change, but the philosophy remains the same.
Diane: One of my famous lines is, "Do you really believe you're going to make a living on a loophole?" It's just not possible, just not possible.
Igor: The irony is most people do. [laughter]
Diane: I know, they're looking for the loophole. And you know what? I'm all for it, Igor. Let me be clear, if there's a window of opportunity, if we figure out that we can target somehow and it's working for today, and you can run and you can make some extra money, do it guys. But it's the same thing with taxes or something like that. If there's a window of opportunity in tax code and your account says it’s legal and you're accountant points it out and says, "Hey, you can deduct this, but next year you won't be able to." You'd be goofy not to take the deduction this year. But just understand you can't make a living on a loophole. It just doesn't work that way.
Igor: Okay. So, what's some of the other hacks?
Diane: What's on the other hand? It's...
Igor: No, no. What are some of the other hacks.
Diane: Oh, the other hacks. I'm sorry. If you would only do what you know how to do, what you already know how to do, you'd get what you want to get. Things would change. It's an interesting philosophy, because people are always looking for something different. They'll do something, they'll learn something, and they'll do it for two days, 10 days, 12 days, and they'll go, "I'm not getting any results." And they get frustrated and they also think that the answer is outside of themselves and they're looking at somebody like me. I've been doing this for 17 years; I can sit down and write a letter that sells in three minutes. And so, they get really frustrated. And I always say that if you would just do what you know how to do today, whatever that thing is, and sometimes it's really rudimentary, it's really simple. I started my career putting cards on people's windshields, thousands of cards every day. I wanted it. That's all I knew how to do. I put thousands of cards on people's windshields on their cars, which seems ridiculous. But it was what I knew how to do. And when you do what you know how to do; a couple of things will happen. One, somebody will show up in your life, a mentor, an angel of sorts, that will go, "Hey, why don't you do this? It'll give you more leverage, you can go faster." So somebody will see you doing what you know how to do and working hard, and they're going to step in and they're going to help you. They're going to show you a faster way, a better way. Or two, you'll become really good at doing something. For me, email copy, if you would ask me five years ago, "Would you be known as a copywriter?" or "Would famous copywriters point out your copy?" I'd laugh. I'm a housewife. What do I know about copy? But I wrote copy every single day and I just became good at it. Or three, you'll get frustrated and quit. So, either somebody is going to show up and show you a better way or you're going to learn something. Two, you're going to get really good at something in particular. Three, you're going to quit. And I know quitting sounds horrible, but sometimes quitting at something that's not right for you is the best thing there is. So, one of three things will happen and when they happen you move forward, you find the next stage, you find the next place.
Igor: It’s funny Diane, I noticed that some people don't know how to quit. Not in terms of they're persistent, but in terms of they say they can't even admit to themselves that they quit, so they sort of hold on to the idea that they still aren't quitting, but in reality they haven't done anything in their business to advance forward for months.
Diane: For months? Well, talk about years.
Igor: So what you're saying is whatever you feel you know how to do, do it with a passion. Do it with your full force, pedal to the metal, and what's going to happen is you're either going to find a better way to do it, where you're going to succeed at doing it or you will basically realize that it doesn't work and find something else.
Diane: Let me tell you a quick story about that. When I was starting out, this is pre-heavy-duty internet, the internet existed, but not the way we have it today. Nobody had high speed or anything. I learned something about mail order and I decided I wanted to use the mail. And you could buy mailing list very inexpensively back then. And I went down and I bought those printable postcards that were really popular at the time and I couldn't figure out how to get them to print on my printer properly and I kept running the postcards and I was on a very, very tight budget Igor, starting out, a very tight budget. I couldn't afford to keep buying postcards so I finally decided to just handwrite the postcards, even though it would take longer. People were like, "What are you, crazy?" And I started writing out 30 postcards a day. And I ended up sending one of these postcards accidentally because I bought a mailing list, a targeted mailing list, I ended up sending it to a multimillion-dollar marketer that was so amused by my postcard they called me and became my friend and a mentor.
Diane: And a teacher. And they taught me things that would have taken forever to learn. They were just so excited by the fact that somebody was so decided that they were going to go, that when they found the story out that I just got frustrated I couldn't use my printer and I just decided to write, they were stunned and decided to sell into me.
Igor: This kind of reminds me of one of the laws of power by Robert Greene, where he says, "The power of the bold move." So it just sounds like you are bold about the execution, which brought this connection, this relationship. Now, speaking of relationships, the hack number three has something to do with relationships. So, why don't we go ahead and dive into that?
Diane: Sure. Everything you want sits in the relationships you make. It's interesting, just this weekend I just came back from Austin, Texas. I was at the annual event from My Lead System PRO, you mentioned that, I'm the number one affiliate there. And a young man comes up to me and starts talking to me. And he's like, "Hey, do you want to meet the guy who runs the internet marketing party?" Which I've heard of many times but I don't live in Austin or San Diego, hadn't been to it. So, I said, "Sure. Let me go over and sit down and talk to this guy." So we sit down and we're all just hanging out and I said something my mentor always says, and he jumps forward and gets excited because he was doing an event about the power of mentorship. The next thing you know, I'm fast friends with this person who I just meet. I go to Texas. We're supposed to go sit in a room and do a mastermind before the event with bestselling author, Hal Elrod, who wrote The Miracle Morning. I'm sure many of your listeners have heard of the book. So, I'm thinking I'm going to go. And the whole point of the get-together was to help Hal with a new launch. And I'm a top affiliate and they had all these people from publishing and stuff in the room. Unfortunately, Hal had had a family emergency and couldn't be there. And so, all of a sudden I ended up in a think-tank with a bunch of pros in a field that could tremendously help me because I'm writing a book. And so the relationship that I made and my willingness to help someone out turned into an opportunity to meet a bunch of publishing people and getting advice that will change my career forever. Everything that you want guys, everything that you want, sits in the power of the relationships you make and you can't prejudge the relationships, because if I had prejudged the young man that came over to talk to me and said, "Hey, do you want to meet so and so?" If I had blown him off, if I thought he wasn't the "player" that I'm supposed to be hanging with, I would have never ended up in that room with a bunch of people that could help me change things forever. So, it's amazing. And I trust that. I'm always wondering around meeting everybody I can because you never know who's who or who knows who and you just meet people all day long.
Igor: I wonder what's going to happen once we publish this episode.
Diane: Yeah, you never know. So, it's pretty cool. But it's neat. And it's happened time and time again. The guy from the postcard, somebody called me up one day off of something and turns out it was a super, major marketer that didn't reveal themselves to me and I didn't know. Met another woman, I went out to Eric Worre's event, met a woman, come to find out that she was the first woman to make a million dollars in network marketing and now travels the world and is responsible for the product development and infrastructure of half the companies in the industry. Who know? You talked about a lot of different zookeepers, Igor.
Igor: Wow. And now you met me.
Diane: Yeah, exactly.
Diane: Well, exactly. And you I've known for so many years, but now we're finally hanging out together, which thrills me.
Igor: Alright. So, hack number four. What's hack number four?
Diane: "Act as if and go as though." Another one passed down to me by a mentor. You have to act as if you're already there today. The mindset of the average new marketer is "When I... When I... I'm not enough... I'm going to learn that one thing when I become successful." If you would behave today as if you're already there, and I'm not talking about faking it and not talking about making believe you're making more money than you are but if you would walk confidently, if you would behave like a professional... I'm impressed, this morning we get on the Skype, Igor has done some research. He knows me, because he's a professional. When he goes and interviews people on this podcast, when he goes out and writes copy and does things and run ads. He's a professional. Very few people behave like a professional, the minute you do the doors open. So, act as if and go as though you're already where you intend to be.
Igor: It's funny you mention that because I remember when I just started my traffic business, I was just a one man operation. I managed both traffic and the customer support. I tried getting my best friend to work for me, didn't work out. But I remember trying to make an impression of a professional every single time. In fact, I would even have refused to talk to people on Skype and Facebook. I would force them to email me as if I'm an agency.
Igor: So it's interesting because I was not aware that. I was not aware of that mentality, but somehow I guess it was intuitive for me. And something you mentioned the "When I..." mentality, my experience of this is the "If I just..." mentality. And I get that all the fricking time. It's like, ""If I just knew this trick...", "If I just had enough dollars in the bank to buy solo ads..." "If I just knew how to be an email copywriter like you..." "If I just knew enough people in the industry." It's always "If I just..." It's always there's a condition why they can't be what they want to be.
Diane: And that condition causes them to never... They're literally telling their brain, "I can never get there." It's like a horse following a carrot; they dangle a carrot in front of the horse. It's just always out of his reach. It's just always out of his reach.
Igor: Wow. That's a great analogy. It's a great picture to hold in your in your mind guys, to remember not to fall for this trap because it is a trap. It's all that is. This game, I'm not sure what's your take on this Diane, I would love to hear your thoughts, but in my opinion this game is like 80% mental. It's not even mechanics.
Diane: Totally. It's totally. Because it's mental, can you carry yourself like a professional? Can you mentally do that? You must mentally become successful before... You become successful in the mind before you do in the pocketbook. It's really that simple. You become successful in the mind before you do in the pocketbook. And everybody's waiting for money to be the evidence that they're successful, and they're literally reversing the mechanism. So, they're causing themselves to stay stuck in becoming encumbered.
Igor: And this is so counter-intuitive. Because when we're just starting out, and I had remembered about eight years ago that's where I was, I was told this exact same thing, that I have to become successful before I actually see the proof to that in the real physical world. But I didn't understand what that means. And now once I've experienced a transformation I basically say the same thing to other people. And it's hard to understand this without experiencing it first, but it's basically... When people ask for the money first to feel successful then, it's like asking for the fire to warm them during the winter without putting you know some wood into it first.
Diane: Exactly, exactly. And it's hard to understand. It is counter-intuitive, but that's why you sit and study with those that are teaching business philosophy. I spent a lot of time with Jim Rohn before he passed, both on tape but also in person. He was a business philosopher and he helped mold my mind to see things differently than the way we were trained from the time we were in kindergarten. And it's very important to spend time. Nobody wants to do the mind work; everybody wants to learn the trick. I'm telling you now that learning the mind component will be the trick. Because all of a sudden you'll see things you couldn't see before. Money's all around you. Its sitting right there, you just can't see it. When you train your mind to see, it's just right there.
Igor: Well, first off, I'm kind of jealous to be honest, having discovered that you worked closely with Jim Rohn. That's one of the experiences that I would love to have. And unfortunately, he passed away. My mentor, Tom Beal also worked close with him, and another mentor of mine, John _____ got a chance to work with him. When he passed away, so many people that I know, so many people in our circle, they literally cried.
Diane: Oh Igor, I was running a seminar that day and my partner was speaking and I was at the back of the room and I got a text that Jim had passed. I stopped the whole seminar. I didn't stop it, I stopped it and then all I did was I did Jim Rohn content for the rest of the event. Because I knew he was ill, I had seen him, but it was just painful. It was a painful, painful day. And the thing that's really neat and it ties into the next concept Igor, is if we lay down work, if we really do some work, not just make money, but if we do some work, it can stand the test of time and live on beyond us. Because his work will live on and on and on. And that's what I want.
Igor: Yeah. If you pass away and strangers, not family, not close friends, but strangers that never met you cry and feel really upset and feel the pain, feel the heartache, then you lived your life right then. You didn't live it for nothing. So, yeah. So, let's just move on to the next one.
Diane: Which ties right in, really.
Igor: So follow those that walk before you and lead those that walk behind you.
Diane: Yes. Igor and I both have mentioned mentors multiple times. Guys, you have to look at who walked before you. You need to study their work, you need to learn their concepts and ideas, and then you become your own entity, you become who you are. You don't try to be who they are, but you follow them, you edify them, you honor those that you've learned from. And then you strive to be that person for those that would follow behind you and learn from you. So, I stand here in the middle of a legacy. I stand behind great, iconic figures who changed the industry and I hope to share their message and share my own twist on those messages, like we're doing today in this podcast. This podcast is something that Igor's laying down to lead those that walk behind him. So, a lot of people either are caught up in the people they learn from or they're caught up in the people that are their customers or that they're teaching and so on. And there's a fine line, there's a spot in the middle that puts you right in the perfect position.
Igor: Diane, first of, I agree with you completely. In fact, I accidentally did this with my second coaching client and the third coaching client. Both got results and it gave me the confidence to really believe in myself and to really kind of take things to the next level, to go to ten K and beyond. However, one of the biggest challenges for people that I've seen, when it comes to implementing this concept is, why would anyone listen to me? Why won't they just skip me and go directly to the people who walked before me.
Diane: And what's interesting is if you're following this guideline all you have to do when you're starting out, if you don't think you have something to share you become what's called a curator. Go find great stuff from other people and curate and share their information. Now, be clear to quote them etcetera, etcetera. But the whole beginning of my career when video came out, 2006 or so when YouTube was born, was curating other people's content. I didn't have my own yet. So, I became well-known for being a resourcer person, a go-to person that knew where to find information. So, and today curation is widely accepted. So, if you don't know what to say or you don't think anybody would listen to you, go find some stuff that you think people would find helpful and share it with them. The next thing you know you'll have your own ideas, your own entity, and your own desire to share your own stuff.
Igor: It's interesting you mentioned this concept. I've never heard it called the curator, but I'm definitely going to steal this.
Igor: Because, you see, that's one of those timeless concepts. While it is widely accepted today, most people aren't aware of the fact that Napoleon Hill...
Igor: The guy who wrote Think and Grow Rich, that's what he was.
Diane: A curator, that's all.
Igor: Yeah, he was rich for a brief period of his life when he wrote the book and it became wildly popular. It still is popular, still one of the bestselling books of all times. No advertising, no direct mail, no nothing. But he died broke.
Igor: He was never a long-lasting financial success. However, while not being a financial success, the principles he delivered, the information he shared, the secrets he dispends as a result of interviewing all these millionaires and billionaires allowed him, just made him into the symbol of success. But no one ever questioned it.
Diane: Now, and what's interesting is many people don't even really know the names. We all know J. Paul Getty and that type of thing, but a lot of people don't even know the names of those industrialists that he interviewed and he took their philosophies, but we all know his name. So, I think he got what he wanted out of it. I think he wanted to share the information. Other people want to build their empire and don't have an interest in leaving a legacy and that's okay, there's nothing wrong with that. But I like to be in the middle. I like to share the legacy of those I've learned from and that's really what we're doing today, because this is the legacy that was handed to me. And then make sure I'm leading those that walk behind me and allow them to access that legacy. So, it's kind of cool.
Igor: Yeah, it is pretty freaking cool. I agree. Waking up in the morning knowing that you're building a legacy, that you're touching lives, that there's a person somewhere in India that lives in a very, very bad environment and he gets inspired by seeing your sales letter or watching a You Tube video and just 10 years later he's a success. That's amazing. Because that's what happened to me. When I found this I was in Israel, a couple of years in Israel, but I was born and raised in Ukraine, and my family when we arrived here, it was a wreck and we were going through a shit storm at the time. And I saw a sales letter by this guy, he's name was Ty Coughlin or something.
Diane: Yeah. Coughlin.
Igor: Yeah, The Reversed Funnel System.
Diane: Yeah, yeah.
Igor: I saw that, I went through the case study, I put down the application, they denied me, I was denied. However, that day I was inspired to become an internet marketer, because that seemed like the way to go. And I just stuck with that ever since. And so just getting inspired by one piece of web real estate someone put out and was probably selling affiliatedly not even like the actual thing but someone's link. That changed my life completely. And so, if we can do at least one tenth of that in our lifespan, that's truly amazing. Because that just gives a meaningful purpose to our existence. So, without getting too philosophical, let's go ahead and dive into the hack number six.
Diane: Well these, the last two, we get down to straight business. So, there's just not a ton of philosophy in it. Your list comes first. I'm a list builder, I build that list, I sell from that list. So, I see a lot of people that will go out and they're marketing into things or selling out in public, and me, I always build that list, I pile people into there and focus on that because it's just what will pay you time and time and time and time again and will pay you more than you ever imagined possible if you build that list. So, that's my big focus.
Igor: Well, yeah. First off, the show is called List Building Lifestyle, so everybody agrees with you Diane. It's like there's a...
Diane: [laughter] Okay. I don't mean to ….
Igor: Oh, yeah. For sure, for sure.
Diane: Because people watch me and over the years I've gotten to a place where I can just pull magic out of my hat writing one letter. And they're like, they resisted it, and then they go, "If I had just..." There you go, Igor. So, build that list. Simple.
Igor: Yeah, list building, truly, the best thing you could do, the best thing you can do, the best investment you can make yourself in your business, and it's the best way to build longevity. And like you said Diane, pulling a rabbit out of the hat, it seems like that, it seems like magic, seems like you can just flick your fingers and make it on the sales, but the secret of course is the leverage you get with a list and rating which I'm sure you have in the thousands or tens of thousands, how ever big your list is. So, that's obvious. You're preaching to the choir when you say that your list comes first. And that's great. So, principle number seven is " Content is king." Now, this is where I really want you to kind of make the distinction what type of content is king. Because I feel like people put out content that is kind of useful at this point. So, exactly which type of content are we talking about?
Diane: Well first, I want everybody to understand, "Content is king and distribution is clean." They always say, "If a tree falls in the woods and nobody sees it fall, did it really fall at all?" Well, if you write a blog post and nobody reads it, was it really ever written? You have to make it visible. But content; especially now with Facebook Live and everything, it's becoming very fleeting. It's becoming very fast. It’s becoming a lot of noise. And when there is noise there is opportunity. I want everybody to hear that. When there is noise there is opportunity. Your content needs to be valuable and it needs to be relevant. And that's the biggest word. I always tell people tattoo that on your inner arms, you can look at it. Relevance is everything. What does your marketplace want? What does your marketplace need? And want is more important. What are they looking for? What are they searching for? What is their angst? What is their problem? And when you're hitting them on those problems, on those concerns, and/or entertaining them while you're selling them, they will come back time and time again and more importantly, they will share your content. If your content is "me too", if it's "blah, blah, blah", it's the same thing that's been said by everybody, then it will sit in a closet. So, make a decision and I tell people this and it's, again, so simple yet so complicated, decide to say something. Say something. And when you say something and when you create the content, whatever medium you like, it could be podcast, video, audio, blog post, letters, whatever you want to create, make sure you make a commitment then to get it in front of eyeballs and stand behind your work. So, I'd rather see someone say something once a week than sit and talk on Facebook Live all day and have it be fleeting. Content is real estate, content is something that will bring people back to you time and time again. And to this day how people finding content from 10 years ago, opting into my list and thinking I wrote, that I made the video two weeks ago. It's universal and it lasts the test of time.
Igor: One of the biggest challenges for copywriters and for marketers, obviously most markers don't identify themselves as copywriters although they are, is basically saying very similar, if not the same things in a different way. Because how many times have you explained these concepts to people, for example? And you constantly have to find a way to just say it in a slightly different way, a bit more entertaining, so it doesn't sound like exactly the same thing you spoke about last week in that seminar.
Diane: Keep a notebook. If you keep a content notebook and every time an idea goes by, in any given day we see something that interests us or we see things that amuse us, there's things going on out in the world. Scan the news feed on Facebook, not your feed of your friends, but like what's going on out in the world. Then you take the same information but you talk about whatever's going on in the marketplace, it might be "Kanye does this and why you should write your letters this way" or something. And so you're just using current events, you're using amusing stuff; you're using lines, song titles, lines for movies that are universal, that everybody knows. I did something the other day with a Ferris Bueller line and like everybody went wild. It was just because I used a line from Ferris Bueller's Day Off to explain the concept that I've explained for a hundred million times. So, you got to keep a notebook, and you have to really catch the ideas as they come to you because if you sit down and go, "Okay. I need an idea. I need an idea. I need an idea." you go nuts. But if you have a notebook and you can scan through it, something inspires you, you're ready to write, and you’re ready to go.
Igor: Well, when I serve this podcast, obviously in addition to all the emails I write every day and all the videos I publish etc, I now have to also come up with ideas for a podcast and I sort of looked at that as more of a heroic feat to accomplish. And so I started keeping this idea file in my notebook, and so my Evernote, which syncs through all my devices so I can catch an idea right on my phone and here's my computer, really convenient. And right now, after about six or eight months or so I got like 1600 ideas, which I can play with. And the beautiful part is if enough time has passed since I shared an idea I can do it again.
Igor: And since I'm a different person now, I will share it in a way that's different.
Diane: I do that all the time. I go back to my blog and I'll go to the same month four years ago, see what I was writing about or talking about. I'll go back to my videos. I'll go back five years. Now not everybody's been here that long, but you can do the same thing with your idea file. And yeah, electronic, digital, mine's digital too, but back in the day it was a notebook. Not that hard, Igor.
Diane: It's not that hard.
Igor: Yeah, definitely ain't that hard. But I guess the challenge for people when they're just starting out is basically, "I've only been in this industry for two weeks, I have no idea what to talk about and I don't have experience etc." And my advice is to consume content from the people that come before you, the really good ones. Not just go on any random webinar. Pick up a book, pick up some of those timeless books, and simply feed back to the marketplace the concepts you pick up in those books in your own word, maybe even through your own experience, if you're one of those people who actually implements what they read about.
Diane: That's it. If you go and pick up a couple of books, I do this all the time when I'm short on time and don't have an idea off the top my head, I just go down to my library, I run my hand along the shelf, my business library, run my hand along the shelf, pull out a book, open to a page, read something and see if anything turns me on, go make a piece of content about it. There's so much at your fingertips. I think sometimes there's so much information today, when I started the home business industry, network marketing, copywriting, there was very little information in the library and on the internet. There was very little, so you were digging for information. Today it's endless, it's seamless. It goes on forever. And today, surprisingly, you can get access to almost anybody, through Twitter, through Facebook or something; you get access to incredible, incredible marketers.
Igor: Well, I guess today it's the opposite end of that stick. When you started out you didn't have enough, today we have too much.
Igor: And it's just as overwhelming I guess, just as difficult now to pull out good information. So, Diane, I'm going to let you go in a little bit, I promise. You did a great job. I took two pages worth of notes here. One last question which I love asking anyone who I consider to be a role model, both for myself and for my listeners. What are the three books you recommend everybody read?
Diane: Oh, gosh. People ask me and I hate this question. [laughter] And the reason why is simply that there's so much. I like The Four Agreements by Don Miguel Ruiz. I like anything Jim Rohn and everything Jim Rohn. And The Science of Getting Rich. I've probably read that book a hundred times. But I'm going to put in a bonus one, you'll cut it off and edited it after because I'm a bad girl, but How to Win Friends and Influence People, it's a classic.
Igor: It always comes up.
Igor: I can't believe it. It always comes up. When I spoke to John Carlton, asked him the same thing, he said, "How to Win Friends and Influence People". When I spoke to John Lavenia "How to Win Friends and Influence People". I spoke to Ben Glinsky a couple of weeks ago, same thing. It always comes up and I can't believe after all these years. It was written, what? 1910 or something?
Diane: That one's a little later I think. The Science of
Getting Rich is around then, I think that one's a little later. But Igor, people don't understand people. If you just understood people everything would become much easier, really plain, and simple.
Igor: And it's just ironic because we spend so much time trying to understand computers, animal, cars...
Diane: Content is about people, copy is about people, your marketing; your funnels are about people, what triggers them. If you don't understand what triggers them and what's important to them, and it's often not the thing we think it is. And that book is the root of all of it.
Igor: That's amazing. This is gold right here. So, Diane, if any of my listeners would like to hit you up and work with you in some way, maybe get coaching from you, maybe join you in the opportunity you're most active in right now, how can they find out more about you.
Diane: Well, it's always great, everything on the internet for me is with Diane Hochman. H O C H M A N. So, I'm facebook.com/dianehochman. My blog is dianehochman.com. Guess what my YouTube is - youtube.com/dianehochman, etc. So, you can find me pretty much anywhere on the internet just plug in "Diane Hochman" and you will locate me. Definitely hit me up and make sure you tell me you found me here, through this show, so I can do something special for you.
Igor: Alright, very cool. And I do apologize for mispronouncing your name.
Diane: Oh, that's okay.
Diane: Everybody does. I'm sure you get the same thing.
Igor: Oh, yeah. They can't, they just simply can't pronounce Kheifets. Like Kahfeets it's always like.... And to add insult to Igor they never say "Igor". So, yeah.
Diane: Let's put it this way, everybody knows who you are and that's all that really matters. They may not be able to say it, but they know how to find you and they know you're the best. So, that's what matters.
Igor: Well, that's a really nice way to think about it. I'm definitely employing that from now on. So, Diane, thank you so much. It has been tremendous. I enjoyed this and I am confident that our listeners recognize the incredible value you shared today. Guys, if you would like to work with Diane in any way and I recommend that you do in some way, in just any way that you can, go ahead and Google her name "Diane Hochman". Hit her up on Facebook, on YouTube, on Twitter, on InstaBlob, she's all over the place. Or go ahead and hear her speak at one of the many seminars and events that she gets invited to preach her wisdom. So, Diane, thank you so much for doing this. Thank you so much for being here. And until next time we talk, have a good one.
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