Subtle Words That Sell

According to Paul Ross, the author of Subtle Words That Sell, you can plant mental movies into your customer’s subconscious using simple words and phrases. Paul has been featured in The Huffington Post, The Rolling Stones Magazine, NBC, CNN, FOX and BBC as the leading advocate of subconscious selling. Today I’m going to be picking his brain on why the world’s most complex computer that we carry in our skulls is so susceptible to influence through words.

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Igor Kheifets: I'm Igor Kheifets, and this is the List Building Lifestyle, a podcast for anyone who wants to build a wildly profitable email list working from home. If you'd like to make six figures, travel the world and help people improve their lives in the process, then this podcast is for you. I also invite you to attend a free workshop at Igor.ac where I'm teaching how I made $21,779.45 in affiliate commissions by sending just 481 clicks to my affiliate link in one day. I'm also explaining why I walked away from ClickBank and I don't promote ClickBank offers anymore, as well as the five things I look for in the perfect affiliate offer. I'm even going to show you the one-page website that I used to make over half a million dollars in affiliate commissions this year.

I'll even bribe you to attend this workshop by giving you a $497 value course that shows you how to share your big, high- converting affiliate offers free and next affiliate promotion. In addition, I'll even give you the three offers I'm promoting right now that are making me money as we speak. All that and more at Igor.ac. Now, it's time to claim your List Building lifestyle.

Welcome back to another edition of the List Building Lifestyle with your host Igor Kheifets. The late Jim Camp, author of Always Start With a No, and arguably world's most feared negotiator of his time, famously said, "No vision, no decision." Jim was referring to human ability to imagine outcomes in their mind before these outcomes play out in real life. In a way, the old saying seeing is believing could be one of the most powerful persuasion lessons ever taught because if you can get people to imagine themselves owning and using your product, their brain can't tell the difference between dreaming it and actually doing it. It explains why the world's richest companies invest so much money into imagery advertising, into creating motion pictures around their products, into product placements and sponsorships. They want you to see it, so you buy it. But do you really have to hire a film crew to help someone imagine themselves using your product?

No. According to Paul Ross, the author of Seller Words That Sell, you can plant mental movies into your customer's subconscious using simple words and phrases. Paul has been featured in the Huffington Post, the Rolling Stones Magazine, NBC, CNN, Fox, and BBC, as the leading advocate of subconscious selling. Today, I'm going to be picking his brain on why world's most complex computer that we carry in our skull is so susceptible to influence rewards. To get a downloadable version of Subtle Words That Sell for free, plus some additional goodies, if you're located in the United States of America, please text the word subtle. That's S-U-B-T-L-E. The number 76626. Now, please help me welcome Paul Ross. Paul, welcome to the List Building Lifestyle.

Paul Ross: Welcome and I should say to everyone listening, I do have a very rambunctious and needy cat who tends to interrupt me when I'm on these podcasts, and if I kick her out of my office she'll howl at the door. We are managing a little brat as we do this, but thank you for that warm welcome and I'm going to endeavor with this feline at my side to do my very best to deliver some very powerful and useful content.

Igor Kheifets: Oh, trust me, I know you will. If anyone ever read your book or studied any of your other stuff, you are absolutely a master of persuasion and influence when it comes to-

Paul Ross: Thank you.

Igor Kheifets: Using the right words, at the right time, with the right tone, the right tempo. I mean it's truly, truly incredible. Actually the first question that I wanted to ask you is an idea that you were the very first person I've ever heard talk about it, and I've been studying, selling and all the greats, right? For a long, long time. Now, obviously not as long as you. You said, and this is in the book that we don't sell products, but rather we sell decisions and good feelings about decisions.

Paul Ross: Correct.

Igor Kheifets: Do you mind expanding on that?

Paul Ross: Absolutely. You have to understand that your product or service, unless you've invented cold fusion or anti-gravity, something like that, that your product or service is fundamentally a commodity. Now, this is a difficult thing for people to hear. I'm not saying you shouldn't be proud of what you do. Of course, you should be proud of what you do, and understand that your client, potential customer prospect needs to be able to come to the decision that they want to get that product or service, and they need to feel good about it. You have to sell them on that decision. Now, here's the challenge. Nowadays, your prospect oftentimes doesn't trust their ability to make a good decision, and they're too distracted to make a good decision. There's a paradox going on. The paradox is that your prospect is both numbed out, dumbed down and distracted on the one hand, and the other hand, they're much more sophisticated because they've been exposed to all these sales techniques, all the yes ladders and the scripts and the assumed closes and the tag questions, they recognize it.

Whenever there's a paradox like that, you have to break the paradigm, and come up with a completely different model of how to do things. What I know is, you have to sell them on the decision, but also you have to sell them on the idea that they can trust their ability to make that good decision. You know, one of the primary tropes, the primary means, the primary sayings that we've heard over and over is know, like and trust. People won't buy from you unless they know you, like you, and trust you. That's still true, but there's an additional element that I really want the audience to listen to. They have to trust themselves, and people just don't trust themselves as much as they used to, if they ever did. The second part is you need to sell good feelings about the decisions. What happens if your customer buys from you and they later don't feel good about that purchase?

Igor Kheifets: Oh, it happened to me today. There's a refund request, a complaint a buyer's remorse. They just want to reverse everything.

Paul Ross: Buyer's remorse. Now, what happens when they do feel good about making the decision? You get two R's. What are those two R's? They mean a lot of cash for your business,

Igor Kheifets: Recurring probably, maybe repeat?

Paul Ross: Right. Repeat-

Igor Kheifets: And referral, yes.

Paul Ross: And referral. Just because your client or prospect makes a decision doesn't mean they're going to feel good about it. You have to engineer, their feeling good about the decision using commands, suggestions, stories, that kind of thing. I want to bring up something else. If this is okay to talk about something we talked about off the air before the podcast.

Igor Kheifets: Yeah, absolutely.

Paul Ross: Can we do that? Do I have your permission? You talked about not being comfortable with the element of mind control, and what I said it's not about mind control, it's about mind expansion. To me, selling is not necessarily about getting your ideas in your prospect's mind, although that's part of it. The other side of it is expanding their mind to include possibilities and ideas that they didn't think they deserve, that they didn't think they were capable of, that they didn't think was possible for them. For me, selling is about expanding consciousness, if you will, expanding your client's mind to include the choices, and at the same time you're doing two things.

You're expanding their choices. You're expanding their belief that they can make a good decision. You're expanding their mind to include your ideas. At the same time, you're narrowing their focus so they're totally focused on your message because people are totally distracted. You can't see it at home, but I'm holding a smartphone to the camera so Igor can see it. I challenge everyone who's out there to go an hour out to a public place, to Starbucks, whatever, and not see at least 50% of the people in that restaurant or Starbucks or whatever with their faces buried in their phones. We need to take that focus away and narrow it on our message. I remember when YouTube first came along, the ads were at least a minute. Now the ads, you can click off the ads and what length of time?

Igor Kheifets: Oh, I don't know-

Paul Ross: 15 seconds.

Igor Kheifets: Five seconds on YouTube,

Paul Ross: Five seconds, 15 seconds. So you don't have a whole hell of a lot of time. This is the primary message that I want to convey to people, and words are extremely powerful. Words, language structures consciousness, shapes, decisions, and drives behavior. So, if you can influence the words that people think in, then you've really got them driving in the right direction that you want them to go.

Igor Kheifets: I'll even go a little bit beyond that, which is something I think you touch in the book as well. It's just as important to convince other people or to use words to sell to other people as it is to sell to yourself. Because until you're the one sold on whether an idea, a product, I want a self image thing, you can't really go on and transfer that belief or vision onto your customer.

Paul Ross: Of course. That's just common sense, and just because you believe yourself doesn't mean your client's automatically going to believe. That's what selling is about. It's about, how can I put this with the right kind of metaphor? It's about being so clever in the way that you get that belief across that it becomes a bridge rather than a turnoff. If you're too enthusiastic about what you do, you can actually turn your customer off. You can scare them away. Enthusiasm can come across as desperation, and we definitely don't want to do that.

Igor Kheifets: Yeah, and you see a lot of that online, especially in our industry, the make money online industry, everything is the greatest, the best method, the best technique, and it's like there's a new one every 23 seconds. I've always went with the approach of almost selling either against a technique or something or I would even position myself to reject people, and that conversation was all about you proving yourself to me rather than me having to go and be enthusiastic about selling you on something.

Paul Ross: I think it's important to screen candidates. I wouldn't necessarily ... that's a difficult ... I understand what you're talking about. You're talking about controlling the frame. One of the things I talk about in my book is, if someone says something, and this is more about face to face selling, if someone says something like, "Well, why should I list my property with you if you're a real estate agent? "I understand we're not addressing real estate agents, but this applies across the board. If someone says, "Well, why should I hire you, Mr. Smith?" Most people would say, "Well, our agency has been around for 20 years. We've sold over $5 billion worth of property." Problem is, you're reciting facts. I would say something like, "Well, Mr. Smith, I wouldn't want you to choose us today unless you naturally and easily find your own reasons to do so." Because after all, that's the way a person can recognize a great decision's being made. Now, that is so-

Igor Kheifets: People have no idea how much influence just occurred in that 20- second window.

Paul Ross: Yes, because what am I doing? I'm being vague. When I say, "Well, Mr. Smith, I wouldn't want you to decide to go with me unless you discover your own reasons to recognize that's a really good thing to do." Because after all, isn't that a way a person can realize a great decision's being made? Now, that is so vague. When you're vague, people will fill in the blanks for themselves. When I said that, for example, if I wanted the listeners of this podcast to be fascinated with me, I wouldn't say, "Well, the reason you should be fascinated by me is I'm featured in Rolling Stone and I've taught 30,000 people how to sell. That comes later. There's a time to do that. I would say, "As you're listening to me speak today on this podcast, I don't know at which points you might stop, and find yourself growing more and more interested in what I have to say only because you can imagine using this techniques for yourselves.

But as that's taking place today, I just want to say, "I'm honored to be the person leading you in this exploration of what it means to be a champion at influence in sales. So, thank you."

Igor Kheifets: You have to break some of that down.

Paul Ross: Now, my challenge to the audience who listen to that is, did I say anything specific? Did I say why they would find me interesting or when they would find me fascinating?

Igor Kheifets: No, no, but the brain will obviously go and look for that.

Paul Ross: But, it was semantically formed correctly. For example, if I said colorless ideas, dream furiously, your brain recognizes grammatically that's a correct sentence, even though it makes no sense grammatically, it makes sense. Grammatically, it's well formed. I was being extremely vague. I embedded commands. I embedded suggestions. I use what I call the false profession of ignorance. I said, "I don't know exactly when." That allows me to come across as someone who's humble, who doesn't seem like a know it all, but it also sets them up to imagine their own reasons. If I don't know exactly when they're going to find themselves fascinated, the presupposition is they're going to find themselves fascinated for their own reasons, not because of my reasons. As I was saying that, by the way, I don't remember exactly what I said. I've been doing this so long. I can repeat. I can get it-

Igor Kheifets: That's okay. We got it on tape.

Paul Ross: All right. We got it on tape. I would challenge people as they listen to this podcast for a second or even a third time to pause and write down word for word what I said, and then they'll see the structure of it. They'll see that it's actually brilliantly structured. I have examples of that kind of language. The words itself, and I think learning when to be vague, particularly if you're doing things online, I would start out being vague with an online video. I had someone use my stuff in one of his Facebook ads. He increased his response by 300%. I know that sounds crazy. With his webinar, this is going to sound crazy and I don't expect people to immediately find your own reasons to believe me. Rather, your own results that you get after you apply my materials and courses will be the best way to convince yourself, what I'm saying is true.

Igor Kheifets: Yeah. But to that point, I've actually been using your language patterns since reading the book>

Paul Ross: How's it worked for you?

Igor Kheifets: We do video sales letters, and I've used them primarily in those parts of the presentation where I've introduced the offer and now I'm at a point where I'm overcoming objections or I am telling them to take action. A lot of times I would say things like, "As you find yourself comfortable, thinking about sign up today and things like that." I don't have any data to confirm. I didn't split test it. But, obviously it lays that ... it's like snow right? It just falls on top of [crosstalk 00:15:29]

Paul Ross: Exactly, exactly. You used a phrase that I like. I call it a trance phrase. Find yourself.

Igor Kheifets: Yo, it's Igor. If you're loving the content, hop on over to listbuildinglifestyleshow.com listbuildinglifestyleshow.com for more free training, and a free transcript of this episode. Oh and I'd really appreciate if you logged into iTunes and rated the show. It really helps. Thanks.

Paul Ross: I don't know in what ways you'll find yourself growing more and more comfortable as you recognize, wow, this really is something that you want to do only for reasons that you feel makes sense to you. But as that's taking place, let me tell you about all the things that you can expect as a result of using my course. Number one-

Igor Kheifets: Oh, there's one thing I would like to ask you because this is the, and it's for me. It's not for the audience. It's personally for me. I am afraid that, and is this the reason why I did not use this in conversation yet. Not with my wife, not with any of my friends, not with people that I talk to. [inaudible] sell something or with the car guy that wants to send me a Lexus, and I'm now negotiating the lease terms. I'm afraid I'm going to get caught.

Paul Ross: Well, you won't get caught, and here's why. Because the unconscious mind processes language based on formats. First of all, can you remember any of the specifics I said when I used that languaging?

Igor Kheifets: None. Even though I read them in the book and I've heard them several times. Not a word.

Paul Ross: Because they go directly to the unconscious mind. It bypasses the conscious mind, goes right into the unconscious mind. The conscious mind has, this is not fair, but it works. The conscious, maybe it's [inaudible 00:17:10].

Igor Kheifets: Fair is relative.

Paul Ross: Well, these tools can be abused, but it bypasses the conscious filters and goes into the unconscious. Consciously you don't remember the words. Now, you have to practice. I don't suggest you try to be like me and be as smooth as me, but even if you use just a little bit every day, just a little bit and practice everywhere. Don't just practice in your selling online or in your business. Practice throwing this stuff out anywhere, and you'll see you will not get caught. You just won't because people, they don't get it. I've used this with people who are master practitioners at NLP who don't really understand it. They don't get it consciously.

Here's what they will catch. They'll catch it if you're too specific. See, if you really want to get good at selling, you have to know when to be specific and when to be vague. There's a time to be specific. There is a time to say, "So here are the benefits and I don't know. Well, as you're listening to me described it benefits, I don't know just how clearly you can imagine yourself achieving and enjoying all of these." But as that's taking place, let's have a listen. Number one, you'll be able to do this skill. As a result of this skill. Let's say you only add $3,500 a year to your income over 10 years. How much is that? That's $35,000 and just stack it and stack it and stack it and stack it. What you're doing there, is you're projecting them through time, receiving the benefit. Over time, it's not $3500. If they're in business 10 years, it's $35,000, $35,000 for each benefit. That's $150,000 stacked up against a thousand dollar price point.

Igor Kheifets: Yeah, and you can do it the other way around. I was actually using it in a sales letter I produced this week, where it's a $497 course, which is an upgrade to a $997 course and the reframe I've used was, "Look, you're going to use these secrets for at least the next five to 10 years. However, let's say you only use these secrets for the next year to improve the conversions in your business. This means that over the course of the year, this is only setting you back 81 cents per day. Now compare these 81 cents per day to the extra earnings you're going to be making in your business as a result of using these secrets." At which point it wasn't significant beforehand, but now it's even more insignificant considering these numbers, so kind of taking it to the other direction.

Paul Ross: That's one way. That's an interesting way of looking at it.

Igor Kheifets: It's a technique I learned from another copywriter, which has basis in logic, right? Because you just take a number divided by the number of days, but nothing logical about it. I actually, first I would like to encourage our listeners to go and get the book. You can either get it by texting the word Subtle to the number 76626 and you get the downloadable version.

Paul Ross: Plus, when you do that, I'm in the process of creating video courses, a video course on sales confidence, a video course on destroying objections, and a video course on eight subtle words to sell anything, anytime. Those will be ready in about two or three weeks. You're going to get those spaced out over a couple of weeks. So you're getting a lot of goodies. It's not just the downloadable copy of the book.

Igor Kheifets: Awesome. By the time this airs, it's probably out. Make sure to go and text right now. ,I also would like to encourage you to get the book as a reference manual in your hands so you can put it in your car or something like that. Because in the book you also share all of these different language patterns and you're also, correct me if wrong, you're providing a script that you've created for a company where you're using this in action.

Paul Ross: Yeah. That is in the bonus sections. This guy was-

Igor Kheifets: So this is, I mean this is like a proper manual.

Paul Ross: Yeah, this guy was. "Well, I'm a little bit more of an artist than I am a manual creator." But yeah, I think it could be a little more technically structured, but I'm not necessarily a technical writer. That I leave to my team. One of the things I talk about is destroying objections. This is one of my favorite topics. I love everything I teach, but one of my favorite topics is destroying objections, and I have five different ways to do it. One of my favorites is what I call counter examples. Should we get into counterexamples?

Igor Kheifets: Sure. It's your show.

Paul Ross: Oh no, I don't want to take over from you to being-

Igor Kheifets: No. by all means. I love, I love it

Paul Ross: I'll tell you a story. I first have to tell this story to get the point across. As you may know, but your audience doesn't, many years ago I used to be a dating coach, and I took the client out. He paid me a lot of money and I took him out for a night to, it was a restaurant with a lounge area. It wasn't quite a bar, and despite my best efforts, this guy was just miserable. He struck out pretty badly. Even though I was telling him what to say, he just wasn't doing well. We leave around one o'clock in the morning. This was before Uber, and we were waiting for our taxi, and I see this beautiful young lady and I said, "Oh, there's a lovely lady waiting for a cab." For some reason it went in the wrong way and she was furious with me.

She started spieling invective and insults and vulgarities, including doing things with my anatomy that are not possible according to the laws of biology, bringing up dead relatives. It was pretty nasty. My client got really red in the face. You know how people can get red in the face when they're very angry. The veins bulged out in his forehead, and he went to charge her, and I stopped him. I said, "No, no. She can do whatever she wants. We decide where we come from. Look at her. She's someone's daughter. She's someone's best friend. She's someone's sister. Somewhere, she's deeply loved." Now, she burst into tears and came running over to me, threw her arms around me, kissed me on the cheek and wept and wept and said, "I'm so sorry that I said those things to you. That's the most loving thing. I just, I know it sounds like. I just love you. Thank you for that. Men had been pigs to me all night, grabbing my butt saying the rudest things. Thank you so much. What's your name?"

I said, "Mr wonderful." Our cab is here and off I went. Now there's some real takeaways in this story. This is not a story about meeting women. This is story about something else. First of all, what didn't I do? Did I make it about her being a bad person?

Igor Kheifets: No, you did not.

Paul Ross: I didn't make it about her and here's the big one. So many salespeople, this is a big lesson. I didn't make it about me. I didn't think, "he's rejecting me as a person or I'm a terrible person or I'll never be able to communicate effectively." I made it about the fact that this was a human being in pain and they were responding in a certain way. How many times have you as salespeople, the people who are listening, taken no as being about you, and that you just lay down and quit or you're upset?

Igor Kheifets: Are you kidding me? I take, to this day it's funny, but it sad actually not even funny, but to this day, every, no, every sales no or a person that doesn't buy the product or a person wants to refund, it hurts.

Paul Ross: I never hear no. I only discover people who are just not smart enough to take a great opportunity. How's that for a reframe?

Igor Kheifets: That's a way more powerful frame, but how do you-

Paul Ross: I never hear no. I only discover people who are just not smart enough to see a great opportunity. I feel sad for them. Next. That's the power of language. By the way, this is something I come in and train sales teams in a very unique way, to have a realistic confidence. Not a confidence that's dependent on pumping yourself up, but I'm reframing language. I think you can see the benefits to that. Anyway, I didn't make it about her. I didn't make it about me. I broke the pattern of her expectation. What was she expecting me to do? She was hurling insults at me and yelling and screaming. What was she expecting me to do in exchange?

Igor Kheifets: She was expecting you to attack her.

Paul Ross: Right. To yell back at her or what else was the response she might've been expecting?

Igor Kheifets: For you to feel hurt, maybe?

Paul Ross: To apologize or-

Igor Kheifets: Oh okay, sure. To realize you've made a mistake-

Paul Ross: And apologize and feel terrible. Beg for forgiveness or could just run away or just ignore her and walk away. I broke the pattern of her expectation. This is what we'd call a neuro- linguistic programming, and forget about that acronym if you don't like it, is the pattern interrupt. The power of the pattern interrupt is extraordinary because people are pattern making machines. People behave in expected, predictable patterns of behavior and we make patterns all the time. Probably as you're listening to me speaking to this, you can stop and I don't know how clearly you can remember laying on your back in the grass and looking up at the clouds and imagining shapes forming in the clouds. Or maybe you can equally easily imagine or remember or recall or discover the memory of laying down at night or looking up at the stars and imagining patterns in the stars. We are pattern. Make your laughing. No one can see that you're laughing. Why are you laughing?

Igor Kheifets: I'm laughing because like-

Paul Ross: It's painting a mental movie-

Igor Kheifets: It's happening right in front of me. Right there. [inaudible 00:26:51] And, I can't help it.

Paul Ross: That's right. That's why you don't have to worry about getting caught. Like you said, I'm using words to recall memories that paint vivid mental images, mental movies. You were right about that. I never thought of that though. So in any case, I interrupted her pattern. When you interrupt people's patterns, they become very suggestible. It's because they don't know what to do. If you don't like the word suggestible, then get over it. No. If you don't like the word suggestible, consider the word leadable. They become easily led. Does this make sense?

Igor Kheifets: It makes sense.

Paul Ross: Then the final thing I did is, I changed the meaning of the interaction. The meaning of the interaction was no longer about me being someone she hated or two people having a nasty clash. It was about a person receiving her with love. Now, if in the step took me all of about 45 seconds, what I said to her, if I can take someone who hates me and wants to see me hurt and damaged, and convert it into love, how quickly can I teach you guys to take a customer who's having a less than positive response and turn it into a positive?

The counter example is something that changes the meaning of the interaction and interrupts the pattern. For example, we've all heard this one. I need more time to think it over.

Igor Kheifets: That's why we use scarcity timers in my industry.

Paul Ross: Well, that's true. Scarcity timers work, but in face to face sales, thinking for what would have to happen for you to make the decision now, which isn't bad. But the problem is people will catch that because they've heard it before. My response is something like, "Have you ever taken a long time to think something over and it still turned out to be a bad decision?"

Igor Kheifets: Yeah, that's also true.

Paul Ross: That's also true. You can't argue with it, So immediately that wipes out the objection. Then I say, "Maybe it's not about time, but about the certainty? You need to feel it now to recognize this as a good decision. What concerns will we need to clear up for you to realize a great decision's going to be made?" Do you see? That gets the real objection out on the table. I love counterexamples. Or if someone says, "I just don't have the money," I'll say, "How's that going to change if you don't step up and invest in yourself like this?" Warren Buffet, the most wealthy person in the world said, Once you find the vision, you can always find the money" Why don't we think like the wealthiest person in the world just for a minute and see how you really can make this investment in yourself.

Igor Kheifets: Oh, that's good.

Paul Ross: I know it's good.

Igor Kheifets: You are very good, sir.

Paul Ross: I love this stuff. I love, well I'm good because I'm madly in love with it. I'm madly in love with it.

Igor Kheifets: It's obvious. It's clear and you're a true, you're living the message, which is something I value very much because there's a ton of fake experts out there. Now, we are almost out of time. Before we wrap up, I would like to remind you guys if you're located in the United States, to go ahead and text the word Subtle. That's S-U-B-T-L-E to the number 76626 to get a free downloadable copy of Subtle Words That Sell, as well as some additional video trainings from Paul

Paul Ross: Right. The video trainings will be about how to have unstoppable sales confidence, about destroying objections. I'm working on the third one on eight solid words and phrases to sell anything to anyone, anytime, on any platform.

Igor Kheifets: That sounds like a candy bar to me, eight specific words to say. Now, guys, if you're not a salespeople listening to this, if you're an affiliate marketer, if you're on Facebook ads, if you're creating webinars, it doesn't really matter the media that you're using. As long as you're having a marketing dialogue with your potential customers, this is for you. So I highly recommend grabbing the book, grabbing all the goodies and finding ways to implement it in your business. Because as soon as you do, you may find yourself asking, [inaudible 00:31:05] get away without using this stuff before? No, seriously, you should get, as I said, because it's really, really good. Now before-

Paul Ross: One quick thing-

Igor Kheifets: One last question.

Paul Ross: Yeah. I'm so sorry. If you're not, I apologize. If you're not in the United States, you can get them on Amazon, including there's a Kindle edition, so if you're not in the US just get it on it on Amazon. You're frozen.

Igor Kheifets: Yeah. Regardless, get the book. You should get the freebie and the book as well on Amazon and get a physical copy shipped over, put it on your phone, on Kindle. Do whatever you have to, but start going through this stuff, and it will start sinking in, and practice it in your daily life. It will help you become a better communicator and a better leader to the people around you. Now, one last question before I let you go. You've been an entrepreneur for a long, long time. As you said, you've been a dating coach before you were a sales coach, and obviously looking at you through the camera, I can tell you're not a spring chicken. I'm always curious about the perspective wiser people have about life and business and entrepreneurship and selling and influence compared to the way I see the world.

I always ask this question. "If you could go back to when you were, say 30? If you could go back in time and meet yourself, what would you tell yourself?

Paul Ross: That's a very interesting question. I would say "Be smarter about women, be smarter about money and be humble because you never, when the shoe is going to drop". That's what I would say.

Igor Kheifets: Thank you very much for your honesty. I really appreciate it. All right guys. If you're located in the States, go ahead and text the word Subtle to 76626 to get a downloadable free version of Subtle Words That Sell, as well as additional videos and trainings on how to overcome objections, the specific words to tell people in order to convert them into raving fans and overall on how to become a better communicator and a better leader to your clients as well as to the people around you. Paul, it was a pleasure hosting you on my show.

Paul Ross: Thank you.

Igor Kheifets: Thanks you so much and until next time we chat, have a good one. Thank you for listening to the List Building Lifestyle. Get access to previous episodes, that transcription of today's show as well as other exclusive content at listbuildinglifestyleshow.com listbuildinglifestyleshow.com . Also, don't forget to claim your free seat at the workshop I'm hosting this week where I show the two-step system that made me the top affiliate for people like Matt Beseck, John Crestani, Richard Legg, Michael Cheney, and many, many others. In fact, on this workshop, I'm going to show you the exact approach which I take whenever I promote an affiliate offer, the exact offers I promote, as well as how I was able to make over half a million dollars in commissions using my small list of just 18,000 people, promoting a weird type of product that almost no one else promotes. All that is yours at Igor.ac, go ahead, claim your seat right now and I'll see you there.

Who Is Igor Kheifets

Igor Kheifets is the 3rd highest-earning super-affiliate in the internet marketing niche.

Igor’s 2-step system has helped him consistently rank as the highest-earning and the highest-converting (measured in commissions earned per click) for industry’s leading vendors including but not limited to Matt Bacak, John Crestani and Anthony Morrison.

Igor boiled down success in affiliate marketing to a set of predictable easy steps anyone can take to generate commissions.

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weekly fans

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