Using Brain Biology To Boost Sales With Ridgely Goldsborough

I’m Igor Kheifets, and this is the ListBilling Lifestyle, the 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, this podcast is for you. I also invite you to claim a free copy of my best selling book, The ListBuilding Lifestyle Confessions Of An Email Millionaire at www.igorsbook.com. Get the free book plus $3,000 bonus package that includes my best capture page templates, email swipe files and traffic blueprints, visit www.igorsbook.com, for details, and now it’s time to claim your ListBuilding Lifestyle.

00:52

Welcome back to the List Building Lifestyle. I’m your host, Igor Kheifets, and today I’m chatting with Ridgely Goldsborough. Originally is the author and international speaker. He believes in solving problems and taking complex topics and making sense out of them. He started his first business at 16, and since graduating from law school, has founded 45 companies. 45 originally is the founder of Mind Types and The Partner Attraction Formula, a cutting edge program to attract ideal clients and partners using brain biology and limbic messaging, which is something we’re going to be talking about today. He has written 20 books, hosted his own television show, and created dozens of online programs on success and prosperity. He is a frequent speaker at top internet marketing conferences, a facilitator for high level CEO masterminds, and devoted to helping others reach their highest potential. He was also kind of sending his book called The Great Ones Business Fable, which I recommend, and you can probably get it on Amazon or your preferred book website. So today, originally, I will chat about how to get more conversions, and specifically how to use brain biology to make that happen. So originally, welcome to the ListBuilding Lifestyle.

02:13 The Guest, Ridgely

Thank you, Igor, it’s a great pleasure to be here. I’m excited to dive in with you.

02:18

Well, awesome. First off, before we dive into the whole brain biology topic, I’m curious, how do you go from graduating law school, which is, you know, it’s pretty big step, right? Seems like you’re you’ve chosen the career you want to go into, but you end up becoming one of us, you know, an internet marketer. Which, as we, you and I both know it’s a world full of people who are just, you know, misfits and People who couldn’t really find their place In life.

02:45 The Guest, Ridgely

You know what was interesting Igor was I got into the whole marketing game during law school. I went to law school at night, because I had to pay for it, right? So I had to work to make money to pay for law school at night. And I’m the kind of guy that doesn’t just not finish things. I like finishing things. If I start something, I want to get it done, right? So by my third year out of four in law school, I had a successful business. But I’m like, I’m going to finish this thing. I don’t care. I’m going to finish this no matter what! And by my last year in law school, because law school usually is three years, but for me, it was four because I was going at night.
By my last year in law school, the business was so successful that I knew I was not going to practice law, that I was going to just continue growing the company and going from there. And I remember that when we were studying for the bar because the bar exam was in California, the hardest bar exam in the United States, One out of three people pass on their first try! So two out of threes fail, right? I was like, okay, In my entire class, nobody has a job except me. I was the only guy that had a job. But I was still determined, And I remember it was a funny story, man walking into my final exams wearing my karate kimono with my belt. It was me against the exam! I was going to win no matter what! And so I passed the bar exam and never practiced a day in my Life, other than for my own companies.

04:16

Oh, that’s Insane! You really showed them! You know, I have a beef with my mother. Well, actually, my mother has a beef with me for never going back to the Air Force Academy to collect my paper, you know, the one that she always dreamed of hanging on a wall somewhere where no one would see it. She, like, begged me for years and years and years to go back and just get the paper, because, you know her and dad, they kind of decided what my path is going to be, and I end up rebelling in the middle. But you know this thing where you said, I like to finish things. I think it’s an interesting trait, because I think it’s in the persuasion, which is the second book in the persuasion series by Robert Cialdini, that he mentions that a trick for productivity, a way to get more done, is to start more things. Because apparently there’s something in the brain that when you leave things unfinished, you’re almost drawn back to go and finish those Things, something like that.

05:27 The Guest,Ridgely

Yeah, it’s so funny you would say that man. So two things. One, that is why I use sticky notes, and because I know if the sticky note is staring at me on my desk, I’m going to get it done, because I’m determined to leave my desk clean, maybe not every day, but certainly by the end of the week, I don’t want any sticky notes staring at me. So I’ve got four sticky notes right now, right in front of me. Right now, four sticky notes. I like those.

05:57

Just four not 400 ?

05:58 The Guest, Ridgely

No, it’s always down to no more than six . . I because every day I’m . . but doing that 100% I believe in that man. And here’s what’s funny. So a few years ago, just because I wanted to learn more, I signed up for a master’s degree in education and global citizenship at DePaul University. Finished it, but because I was only doing it for myself. So now I have a master’s in education. I never went to get the diploma either. Bro, I still don’t have it. So I don’t have my diploma either from the master’s program.

06:34

Yeah, again, like you, You sound very different, I’d say, Polar Opposite, of what the internet marketing industry stands for. Because, you know, anyone I talk to, it’s like, Okay, let me set an automated system up and then, so I don’t have to work, so I don’t have to study, so I don’t have to . . like, I’ll just lay on the beach with a drink, you know. And you’re like, Okay, I have, you know, have a successful business. What else can I do? I’ll go get a master’s degree in education. Sure. Yeah, that sounds like a great idea!

07:06 The Guest, Ridgely

Well, you know, man, I think that if you really break it down, most of us that are internet marketers, we’re educators of some kind, right? If we’re putting a product out there, I mean, you educate the world on list building. You do that all the time, right? So there’s an educational aspect, I think, to what we do. And I think that the better you can be at edutainment, so that it’s interesting, then I think you’re going to do better.
And right now, I got to tell you, if there was ever a time when learning is at a premium? It’s with the advent of AI. Because I don’t know about you, bro, but I’m like, constantly trying to stay . . at least keep up with developments. It’s happening so fast that having the built, the muscle of learning, I think, is a really critical tool during a time when AI is changing the world, I don’t know if AI is bigger or the internet itself is bigger, but I do know one thing: The acceptance and widespread usage of AI is happening RADICALLY faster than the internet. Early on the internet. It was a few people, ding, AOL . . ding, AOL . . You’ve Got Mail . . You’ve Got Mail, right? and then over the course of time, now, everybody uses the internet! AI was blasted onto the scene a year and a half ago, and now it’s just exploding, changing everything. So I think that the days of lying on the beach drinking a drink are fine for a minute on the weekend or when you go on vacation, but if you’re doing a whole lot of that, you’re going to be left behind.

08:47

Yeah, although I was reading this meme, someone said: « I thought that we’re creating A, I thought that when we have AI, AI will do my dishes, so I can paint and write and, you know, do art when, but AI is doing art now, and I do my own dishes, because it does art so much better than me »

09:10 The Guest, Ridgely

That’s great. Actually, that’s really good. I love that. That’s great. And you’re right. You still got to do your dishes.

09:16

Yeah, You still gotta do the dishes. I mean, you can get Uber Eats, but you gotta do the dishes. I think what you’re saying is very true. In my opinion, AI is bigger than the internet in terms of, or at least as big as the internet in terms of the impact it’s making. There was the internet, there was the smartphone that made a pretty big impact. But AI is definitely, if not, bigger than it’s at least faster, because chatgpt went to 100 million users in like, a quarter or something, or 60 days, as opposed to the internet itself, or Tiktok or any other platform.
And you know, ideally, we’re gonna end up where we will no longer need marketing consultants. We will no longer need to figure things out, in my opinion, we will end up in a place where we’ll have a really smart AI assistant, that will be connected to all of our systems, you know, our email sending tool, our CRM, the Shopping Cart, and the all the affiliate accounts and the social media platforms. And then, you know, you just wake up in the morning and say, let’s say you’re selling, you know, some kind of like device. Maybe you’re selling books, right? So you’re like, you know, what’s up? Give me, give me a sitrep, and it’s going to tell you, Well, we made this much in revenue compared to this time last month. Our revenue is down 10%, so I suggest we run a promotion. It’s like, okay, do you have any ideas? And it’ll tell you, yeah, I already prepared, you know, five emails and 16 SMS messages. I’ve loaded them for these times and dates, and then I’ve built this page that offers the book at 72% off, and, you know, whatever. . So this is where we will end up, in my opinion, so guys like you and me will be able to run, you know, an entire business in 10 minutes A day.

11:26 The Guest, Ridgely

So let me tell you that, to a large extent, we’re already there. So I have a client . . I act as the fractional Chief Marketing Officer for a number of clients, and it’s my favorite job in life, because I don’t have all the big responsibility, but they pay me a lot of money to help them with their marketing. So one of these clients has written a bunch of books and has a bunch of systems. So what do we do? We uploaded all the books, all the systems, created our own GPT, basically, so it’s ready to go. So when the client says, Well, we do all these promotions every year, here are the nine emails that go along with this thing right here. I just go upload the email., update this to this year. Add some Limbic messaging, my personal specialty, make sure it’s, you know, Client Centric. Click 10 seconds. Done! upload the email. Take a look, Tweak . . tweak, little correction here, little correction there . . Finished !
And to the point where, It’s not even smart for me to write stuff from scratch. Why would I do that? If they’ve got a template already, Let me get the template, Tweak it for now, Improve it a little bit , and it’s DONE! Finished! So the same job that used to take five hours, takes 20 minutes. It’s already there!

12:42

yeah. I was working on a funnel, a couple of weeks ago, like a brand new funnel. It’s a promotion I run several times a year, but it runs so well. Then I finally made the time to just make it into what I would call an every-week promotion, something that I can stick into my follow up sequence and just produce all year long. And, you know, just by starting with whatever promotion material I’ve had, I was . . you know, I was able to take GPT and say, Okay, come up with 50 headlines, bullet points, etc. So it definitely saves a lot of time. You still have to refine a little bit, but this is where I’m really intrigued by the topic of Limbic copy, or Brain Biology. So give us The 101 on That!

13:29 The Guest, Ridgely

Yeah, man, this is super key, right? Because certain things are going to become commoditized: the ability to write emails, the ability to create a sales page, the ability to do an opt in. Now, obviously, the work of testing it and making sure it’s working is maybe going to be still sophisticated enough that it requires at the very least critical thinking on how to use AI. But where do you get an edge? I’ll tell you where you get an edge: By understanding brain biology. How does the brain work!
So if you look at a cross section of the brain from above, around the perimeter of the brain, you have what’s called the « Neocortex »! Most people call that the « Thinking Brain ». Really important! It’s the thing that says: « Red light, Stop! », « Green light ,Go! ». Imagine that you didn’t have that. What would happen? That would be kind of a big mess everywhere.
But the . . it’s a much younger part of the brain. It has only been around 10, 12,000 years in Homo sapiens. It does not have the same depth and power as what’s called the limbic brain, which is at the center of the brain, below the Neocortex. That’s the fight or flight primitive, how you survive. And that part has been around for hundreds of 1000s of years, so it has much more power, to the point where decisions are made in the limbic brain, and then they are justified by the neocortex, or Thinking Brain. We make decisions based on emotions, like trust and loyalty or fear, and then we justify those decisions with the logic from the Thinking Brain or Neocortex.
So, If you target your messaging to the neocortex, here’s what’s going to happen: People are going to think about it. They’re going to think about your offer. They’re going to think about your thing. They’re going to go surf around a little more to see what else is out there. If you target your messaging to the Limbic or decision making part of the brain, you’re going to get way more decisions made in your favor, including the decision to buy your product, sign up for your ezine, become part of your tribe, whatever the call to action is that you’re looking for to accomplish. If you target the limbic brain, you’re going to get way more decisions that go your way. What’s the problem? The limbic brain understands feelings, not words! The Neocortex understands words not feelings. So somehow we have to bridge the gap! We have to go from our head to our heart space, our emotional space, and target the limbic decision making part of the brain. By the way, it’s it, yeah, we always point to the heart space, but those heart flutters come from the limbic brain sending a message to the heart. It’s not the heart that starts fluttering first, it’s the limbic brain that says: Oh, snake! watch out! Right? That’s what happens, and I gotta survive!
So at the end of the day, becoming an expert in using limbic messaging means you’re going to make more sales, grow your list faster, get more loyalty from the people that join your tribe, whatever that may be, and so on. Understanding that is super important, but it’s not easy, because we have to use words to communicate these emotions, but the limbic brain doesn’t understand words. So how do you bridge that gap? Becomes the tricky part, which I’d be delighted to share with everybody. If you think that’s a good idea!

17:11

Yeah, I think it is a pretty good idea, And a great analogy from « Mark Menson », one of my favorite authors about this exact issue. He calls it the monkey brain and the owl brain, basically, he kind of, you know, paints a great analogy. He says: « Imagine that your body is a car, and what happens is, you’ve got an owl in the car and you’ve got a monkey in the car. And the owl is very logical, and it can follow instructions, and it can be reasoned with, while the monkey is just crazy, throwing feces everywhere, you know, just going on apeshit . And, So what we think is going on is we think the owl is driving the car, and the monkey is always pulling on the owl, trying to, like, interfere with it. But the reality is, just like you said, the monkey is driving the car, and the owl is trying to reason with the monkey and try to make it do stuff, but always unsuccessful, because the monkey will just go wherever the monkey wants to go ».
And I think that’s amazing, in terms of the moment you recognize that, you stop like many different things start making sense. Like, for example, why people buy the same thing over and over again, but don’t use it, you know! And all kinds of subtleties like that you discover as you kind of grow your business.
Now I am curious, though, like, how do you break the gap? What exactly is the difference between writing for the brain versus writing for the I’m sorry, writing for The Neocortex versus writing For the Limbic System?

18:46 The Guest, Ridgely

Yeah, so let me, let’s talk about that, because it really is . . I’ve managed to break it down to make it something that one would think is super complicated into simple! And I like simple, I’m a make sense guy! I like to break things down and make sense out of them.
But let me give an analogy that everybody can relate to: Imagine that you’re driving home and you need to stop and get something on the way home. And there are three places you can go, but one of them is a little bit further out of the way, but it has people that really treat you well, you know you’re going to get that smile. You know that they’re going to recognize you when you walk through the door! Where do you go? You always go there because they make you feel good!
So the whole idea behind targeting the limbic brain is to make someone feel valued, feel important, feel like they’re understood in some way, like you’re hearing them! So limbic messaging is largely an invitation into a belief or a feeling. So limbic messaging sounds like this: « You know, Igor, I’m really happy to be on this podcast, because you and your listeners deserve the very best » And then you go: « that’s right Ridgely, I do deserve the very best, and so do my people. That’s right! » So now we have a commonality. « And you know what else is to me Important? your success, because your success matters ». . « That’s right. My Success does matter, You’re right Ridgely,this ridgely guy he gets me ». . « I get you to see what I’m saying. All I’m doing is inviting you into a thought. We believe in long term relationships. We’re relatively new friends, but I believe in long term relationships » . . « Man, me too . . you know what? And we’re, you know, looking forward to working together on lots of projects. I believe in long term relationships. Also »
You don’t even realize what’s happening! But internally, if you believe in long term relationships, you’re going like this: « Yep, that’s right. That’s exactly right. Your success matters. Yes, it does. That’s exactly right. You deserve to be heard, Yes, I do. I do deserve to be heard »
You layer this kind of messaging throughout what you’re doing, and what you do is you begin to induce a « YES state ». Someone starts going like this without even knowing that they’re doing it. They’re just saying: « Man, that reasonably, he gets me somehow! I don’t know what it is, but I feel the same way he does. I resonate with what he’s saying, because my success does matter, and I do deserve to be heard, and I do believe in long term relationships ».
And now we have a bond that is so much deeper, because we feel like we’re on the same page, like we relate to the same things, we believe the same things! and this is super important, because if you think about any friend you have, your better friends, Igor, you don’t care about what they do, their Neocortex. You care about who they are, what they believe, does that resonate with you and what you stand for and what you’re all about! . . Limbic, not Neocortex, right? So to be able to infuse limbic messaging throughout everything you’re doing, it’s so ridiculous.
I remember we had a job in Toronto. As a matter of fact, outside of Toronto, we went to do a little retreat outside Toronto, and it was a big job, like $21,000 . I think it was my partner, and I went up to speak for a day for these guys. And I remember the dude saying: « you know, we’re kind of used to paying just half up front and half after the half after the gig ». . « I’m like, Okay, fine, I don’t know about you, but I’m very blessed, I do not have a collection problem at all. I Find the right people to work with, and I never have a collection issue » . .
On the invoice for $21,000, I put a Limbic message: « You deserve service excellence » That’s it . . What happened? They sent the whole thing: No splitting it in half, Nothing like that!
It’s so real to touch people where they live, not where they think. If you can touch them here and make a habit out of doing that all the time, we believe there’s basically three or four methods, three or four ways that are the easiest -there are many more- but the easiest are: We Believe Statements, invite somebody into a belief, You Deserve Statements, tell them something that they deserve ,that’s going to resonate with them. And Because Something Insert to Something Matters, because the environment matters, because family matters, because your success matters, whatever . . those three formats are the easiest way to create limbic messaging,
And now with AI, really man? Come on! Come on! you can get it done in a matter of seconds. It’s not even complicated, and people are still not doing it because they don’t understand that. You have to go from Head to Heart to get people to make that decision for you.

23:52

Interesting! Are you able to create Limbic messaging with? Because all of these are positive statements, so you’re inducing a state by saying We Believe! You Deserve! And, Because This Matters! Now, what about negative induction? Like for example, what I noticed is, I can quite easily kind of become allies with somebody very quickly, like kind of have them buy into my philosophy, or at least find a common ground by just complaining about something that I know annoys them too or something like that!

24:29 The Guest, Ridgely

Yeah! So one of my favorite commercials is the « Harley Davidson » we believe commercial! And I would encourage anybody listening or watching to go on YouTube and type in Harley Davidson, « We Believe Commercial ». And you’ll see that in that commercial, they do a point counterpoint, So it’s Harley Davidson, They’re all riding the motorcycle, right? And they say: « we believe in the sky, but we don’t believe in the sunroof ». See that? point-Counterpoint?, very smart! To do that kind of a thing?. Some of us believe in the man upstairs, All of us believe in sticking it to the man down here, right? Harley! right? Very powerful! So for sure you can do that. The easiest way is that point-counterpoint: « We believe in this, but we don’t believe in this! » .That way, it’s a really . . because then you’re getting somebody to really relate to you, So for sure it works!

25:27

Interesting! So is that? I mean, does it? Is this messaging? Does it really come down to just these three statements? Like, that’s all you need To write an Olympic copy?

25:38 The Guest, Ridgely

That’s all you need, as long as you follow the rules to not drive the message into the neocortex. What do I mean by that? You use Use and don’t utilize Utilize? It’s got to be a simple language. Why is that? Because if I have to figure out the meaning of what the statement is, where am I going into my thinking brain? So it has to be sixth grade English, simple wording that’s easy to understand. More importantly, it’s easy to experience the message. So you experience the message. It can’t be complicated.
So in answer to your question, as long as you’re painting visual pictures: « We believe in board meetings on ski lifts » you can paint that picture. Yeah, I believe in board meetings on a ski lift, right? You can see that, right? We believe in barbecues in the backyard in the summer. You can see that very simple language. If you make it too complicated, and I have to interpret the meaning, then I’m going straight from my Limbic feeling brain into my Neocortex. So as long as you tighten it up and keep it tight. Those three: « We Believe, You Deserve and Because Something Matters », are the easiest ones. There are lots of others, but those are the ones that I sort of say: « Hey, start with these, and you’re good to go. It’ll get you very, very far ». And by the way, here’s what’s funny, It doesn’t even matter if somebody knows what a limbic message is, if you believe that, it’s going to resonate,You know, if that’s something that you relate to, it’s going to resonate, whether you know it’s a Limbic Message or not. So the idea that it’s going to get old. No, it’s not going to get old. We are warm blooded animals, We travel in packs, We don’t like people from Canada, I mean, I’m sorry. I’m just messing with you, right? You know what I’m saying?

27:42

Over here, we don’t even Believe in the USA!

27:47 The Guest, Ridgely

There exactly! No. I once heard a statement and I can’t remember. I should give it credit, but I don’t remember who said this. But the concept, somebody said: « when you say, I like you, what you’re really feeling is, I am a lot like you ». We like people who are like us, who share our common beliefs, our philosophies, our ways of looking at things. So if you can invite someone into your belief, fantastic, man, then you’ve got a great client, prospect, customer, whatever it may be, who’s already connected on some level. And we know people buy from the people that they know, like and trust. How do you build that limbic messaging?

28:30

Interesting, What is one of the most successful limbic pieces that you wrote, or promotions?

28:39 The Guest, Ridgely

Sentences or entire things?

28:41

like, in terms of the way you spin a product that wasn’t selling well, and you found a way to sell it well, maybe you came into someone’s business and they were really struggling, and then you figure out, well: Look at the disconnect you’re creating, so something like that, where transformation occurred as a result of you just changing the language. So to speak.

29:00 The Guest, Ridgely

. . Yeah, so we had a client who is one of the largest dental operations in North America. They have, you know, you go to your dentist and what do you get? I mean, my dentists are like six or eight people that work there, maybe 10, I don’t know! How many are your dentists?

29:17

I don’t think I’ve been to a dentist in like, two years, but I would assume there’s like, a secretary person, There’s always someone at the front desk, and there’s the assistant who’s helping, you know, do the cleaning. So I would say, like three, four people, Usually a family practice.

29:32 The Guest, Ridgely

Yeah. This guy has . . This operation has 85 people in it, two buildings side by side, huge! okay? And what we did is, we looked at their entire website, and we said: « t’s just so dry! It’s only about what the services are, fix your teeth here, do this data, etc, blah, blah, blah ». And we said to them.
What is the, why do people get implants? Well , the biggest thing is so they can eat whatever they want! Oh, really? Well, on the implant page we’re going to put: « We Believe In Crispy Apples And Juicy Steaks »!
Why? Because people go in there complaining they can’t eat an apple and they can’t eat a steak, So now a whole shift from « Get a pretty smile !» to, No, let’s do this, When it comes to a Hollywood smile, we believe in a Hollywood smile! Right? suddenly! this messaging! So within six months of us doing a complete makeover to everything they’re doing, these guys hit a million dollars a month in revenue and had five record breaking months out of the next six, just because it made people feel good when they saw: Wow! they’re not surfing anymore! They stop! Oh, these people get me. I do want a Hollywood smile, and I haven’t had a juicy steak in 10 years since my teeth were all messed up. Oh! and by the way, of course, what is the most profitable type of dentistry? Implants! Get a new mouth, $60,000.80 grand, No problem!

31:13

Damn! They believe in financing. Sounds like!

31:17 The Guest, Ridgely

They do believe in financing. We have many financing programs.

31:23

I bet, I bet ! Interesting !

31:24 The Guest, Ridgely

And we had, we created a message: « We believe in removing the obstacle of cost ». So, somebody who’s worrying about that, oh, you remove the obstacle cost! How do you do that? Well, come talk to our expert, We’ve got 20 different players.There you go!

31:39

Interesting!

31:41 The Guest, Ridgely

And so, that’s something super boring, like a dental office!. You can do it anywhere. Doesn’t matter what it is!

31:47

Nice! I love that!
We’re almost out of time, So I have two more questions, First one being: If somebody wants to find out more about Limbic Messaging, maybe rework their copy or learn how to do it? Maybe hire you to do it? Where can they go?

32:02 The Guest, Ridgely

Best thing to do, to give . . let’s give everybody a free resource, to really check this out: Is go to www.partnerattractionblueprint.com
We believe everybody in your business is a partner, whether they’re your team members, they’re partners that are internal. If they’re clients, they’re external partners. If they’re prospects, they’re soon to be partners. So we have something called « Partner Attraction Formula », but where you can get the blueprint is just go to www.partnerattractionblueprint.com, it’s free. Sign up and learn all about the stuff there. And then, if anybody wants to, obviously, they can contact us.

32:36

And so, guys, if you want to find out more about the way this works, seed in action, too. I don’t know if you know this, but you just did it there a second ago. Go to www.partnerpttractionblueprint.com, to find out more. Now, the last question I have is kind of like a question that I like to ask almost all of my guests. And I really look forward to what you have to say: If you had a time machine, you could go back in time and meet up with yourself 10 years ago, maybe 20 years ago, or maybe when you’re just, you know, just graduating law school and just about to go on your own. What would You say to yourself?

33:!8 The Guest, Ridgely

I would say: « Play the Inner Game more! » Because the Inner Game leads to the outer game. In other words, work on your mindset. Work on your prosperity consciousness. Work on getting your head straight. Skills are easy to learn, but getting your head in the right place to be successful, to achieve, achieve whatever you’re looking to achieve, is an Inside Job! And happiness is also an inside job. So play the inner game more intently than the outer game, is what I would say. Because back then, I was much more interested in how do I make money? How do I do this? How do I get a jaguar? whatever! And I wish I would have spent more time on the Inner Game! Which, you know, I spent some, but I would tell myself: « Hey man! Spend more time on the inner game! The Inner Game will lead you to everything you want! ».

34:16

What would you say was your Inner Game breakthrough, like was that led to a much bigger, I guess, outcome for you In the physical World?

34:30 The Guest, Ridgely

I think the biggest breakthrough was when I realized that it is all about the Inner Game, right? Because you hear that and you, oh, man, you got to work on your mindset. Really! What the hell does that mean? I don’t know what that means. And work on your mindset! Oh, you have to believe in yourself! Oh, you got to overcome limiting beliefs! Oh, you got to be like . . A lot of people hear that stuff and they go! man, I just need to make a living. I need to get some more skills, so I can get paid more. I need to find a better job! Well, no, you need to work on the things that will help you attract a better job. You need to work on the things that will help you overcome those limiting beliefs, so that you can get there! To me, The breakthrough was when I realized: No, No, the game is inside, and the more you play this game, the more the other stuff not only shows up, but becomes enjoyable and fun. I really love all my clients. Man, I get along with all my clients. I get along with all my partners. You know, colleagues like yourself. We get along with everybody and are super positive all the time! Why? Because I spend every single day in the morning, working on the Inner Game before I do anything else.

35:41

I guess that’s, that’s what I was trying to get like, specifically what that meant for you. In other words, was there a particular limiting belief that was getting in the way? And if so, what was it? And how did You overcome it?

35:53 The Guest, Ridgely

So I am a firm believer that the single most important thing I do every single day is to raise my life condition to attack the world with a high life state right in my case IS chanting. I’ve been chanting for a very long time, and what I found is that it doesn’t matter what the problem is, if I’m seeing the problem because it’s right in front of my face, blocking my eyesight, I have to do something to separate myself from the problem, so that I can look at it from more angles, and whether that’s, meditation, go for a run, do whatever. I believe that doing something every single day to get that separation, to raise your life state, so that you attack the world with a positive viewpoint. YES, I like rose colored glasses. I want my glasses to see roses as opposed to dirt, right? So I take that action every single day. And I couldn’t point you to one single thing that I overcame, other than maybe, you know, financial stuff, relationship stuff, health stuff, everything! There’s been no aspect that hasn’t been touched by, Okay, man: The single most important thing you do every day is do your meditation. In my case, chanting, do that thing to raise your life state so that, hey, man, when I get on this podcast, I’m already feeling great. I already knew it was going to be a terrific time with Igor, my new friend, like, cool. Let’s do this.

37:26

Yeah, for me. You know, there’s been several big breakthroughs throughout my life. One of the first big breakthroughs was when I started selling my own product. And I was so afraid to pitch people, I was so afraid to ask people for money, that I was selling it for $1 and then once, I had a few people pay me $1 you know, made me maybe ask the question, can I sell it for five? So I raised the price to five, and I sold a few more, and then I raised the price to $997, $9.97 and that was a long time ago. I mean, these days, my products go for 490, 400, 9079,1997 . . we have products at 8000, 10000, 15000. And the highest, I guess, the highest price that I’ve ever pitched someone was, I believe, was $270 000 ,and the highest price that I directly sold was $100 000 like, actually collected, not like, oh! pay this to me over the next 15 years, adjust for inflation, kind of. So the breakthrough came as a result of just overcoming, So the negative belief was that no one is going to give me money, no one’s going to pay me when I’m charging too much. And by pushing this envelope, by going from like $1 to five to seven to nine to 15 to 17 and so on, without actually trying to change my mindset. I wasn’t, like, trying to change my mindset. I was just trying to figure things out that ended up pushing the mindset. So these days, whenever I approach a project, if it’s not going to be like, $1000 thing, I’m not even gonna I’m not even gonna get out of bed. Yeah, right. So the mindset there, without me noticing, even changed, because the bare minimum that I now require to put kind of invest myself into a project is going to be this much income, right? And that’s, that’s what I would say, like a mindset shift. Now other mindsets and mindset shifts came as a result of also, like just bumping into big challenges, like the time when I lost my 100,000 person email list that was making me ridiculous money, and I just lost it. The account got shut down. I didn’t back it up in time. And I think half that list got lost and the other half was outdated. So that night, I cried like a little girl, on the kitchen floor in a fetus position. But the next day I was depressed. The next day I was depressed again. The third day I started kind of recovering, and the fourth day I got back into action, and with the help of friends and associates and, you know, consulting with people I trusted, you know, eventually got back up on my feet and even started doing better within three months or so than before the disaster. But what that taught me was that the, this big, bad thing that happened to me wasn’t fatal, yeah, and that it led me to breakthroughs in different forms that I otherwise wouldn’t be paying attention to, because I would still have this great asset. And so, you know, That was such a big turning point about, I don’t know, maybe five or seven years into my online career, that since then, while there were big challenges and were some pretty big challenges, none of them felt fatal, right? anymore, right? They all felt like, Okay, well, I guess now it’s time to look into a different direction. So if we were going this way, perhaps it’s time to look this way and that way and this way and that way in this way. So all of a sudden, you learn that there’s more dimensions to your reality, and there’s more than one way to skin the cat. You go from thinking that this is the only way that we can do it, this is the only way that I can make money, to exploring other avenues and sometimes just bump into stuff, right? Sometimes you literally do something by accident. You’re like, what? What if we made $10 000 this way? Can we make that happen again? And then you discover something else. And I think if more people just took action, if more people just tried things out, were willing to fail more if more people were willing to risk it, sometimes, if more people would be able to, you know, feel scared, but act anyway. I think these mindset lessons would become a lot more obvious to them, and the data experience that inner game breakthrough that everyone talks about but can’t really explain.

42:14 The Guest, Ridgely

I think that’s exactly right, man. And I also think that most people don’t have a number, like you, you very clearly said, Hey, man, if it doesn’t, if I’m not working on a product, that’s 1000 bucks I’m not in. I have a number when I do come to work, right? And it’s kind of funny, because I used to think these lawyers that charged $300 an hour were really expensive or 350, but my number is 400 if I’m not, if I’m not clear in my brain that I’m making 400 bucks an hour or more. I don’t want the gig, right? So I think getting some clarity around that is really helpful, because for some reason, that’s just my number. I mean, it could be 600 could be 300 but my number is, I’m really happy working at 400 bucks an hour. I put in four hours, 1600 bucks. Okay, cool. I can do that. I’m good. And I think getting some clarity around a number is really helpful. And obviously building up the number to where you know, your belief system matches what you’re saying, so that you can go out there and manifest that number. You know!

43:18

There’s two things I want to say about that: One is the first time I heard anyone talk about that number. Was then Kennedy in his book about managing, ruthless management, about people and profits. And he starts out by saying, Look, you have to decide what you want to be making per month, then divide that by the amount of days or hours per day that you want to be working, and this is how you arrive at your per hour income. There’s just no better model at thinking about your income in general. There’s just it always comes down to the time you’re going to be working. So if you want to be making $50 000 a month, and you want to be working four hours a day and you want to be working five days a week, that’s 20 hours a week, that’s 80 hours a month, and that’s 50 grand divided by 80 hours. And whatever that comes down to, that’s what you need to be making per hour whenever you’re working.
And so, but what I find is, let’s say somebody’s making a transition from a job to becoming an entrepreneur, they’re still comparing their time to whatever they were getting paid at the job, right? So they were like working in construction, getting paid 20, 30 , 40 bucks an hour. It’s going to be very hard for them to shift to getting paid 400 because the leap from 40 to 400 an hour is just too great of a leap. And their brain, their monkey brain, would be like, No, No, there’s something wrong with that. First off, it’s gonna be like, it’s impossible, right? That’s gonna be the first thing. And what I found is the best way to overcome this. It’s Impossible Objection, which, I mean, it’s everywhere, right in pretty much every area of life. Whenever you’re talking about, like 10x your result or output, the best thing one can do about overcoming this is to meet somebody who appears to be less intelligent than you are, who is actually achieving that.
This is why it’s so cool to go to internet marketing seminars sometimes, because you meet people who are complete shit heads, people who are, you’re looking at them Be like, they’re so dysfunctional, their marriages and shambles, they’re out of shape. They’re drinking and smoking and this and that. And you can list all their vices, you know, on both your hands and feet, but then they’re making 10 times more money than you! That makes you stop, and that makes you be like, Okay, this is a humbling experience, and I need to pay attention to what they’re doing. Yeah, I think that’s incredible, because, you know, I grew up in a small town in Israel, so I’m originally from Ukraine. I lived in a small town in Ukraine, but my conscious years were I was growing up in Israel, and it was just lower to middle class. My family was on the low side because of all kinds of issues that we went through. We were always in debt. So when I first got online and I landed on this website where this guy laying in a hammock with a laptop was saying that he was making 30 000 a month. I was like, that’s impossible, right? But then as the more I got into the industry, the more it’s like, this person’s making money, that person’s making money, this person making money. And they never seemed like, you know, like they were, like, made out of a different material or anything. And none of them seemed like they had, I mean, you have a law degree, and one can say, well, it’s easy for you to make money originally. I mean, you’re so smart. You graduated law school. Well, look at me. I graduated from an Air Force Academy. It doesn’t take much brain to do that. You just have to freaking, you know, march in line and do as you’re told. So yeah, that for me, that’s a tool. That’s definitely a tool that I’ve used throughout my life. I would deliberately go seek out people who don’t seem to be, you know, more intelligent than I am, and I’d be like, Wow, they’re getting this result! Yeah, I have to find out what they’re doing, yeah, for sure.

47:22 The Guest, Ridgely

And I think that’s all you have to do, and be open to doing the work internally so that you can manifest on the outside. Awesome!

47:29

All right. Well, thank you again for spending this time with me. This went a little longer than we were planning, but I think it went longer for a good reason. I think we shared some good lessons here again, guys, I want to remind you that you can check out this book called « The Great Ones, a business fable » by Ridgely , And also check it out the www.partnerattractionblueprint.com , for more information on how to turn every person you’re working with into a partner, an employee, an actual joint venture partner, you know, a competitor, whatnot. I mean, lots of my competitors are actually partners as well. So check it out. And if you want to, you know, explore what Limbic copy looks like as well. That’s linked to go to, that’s: www.partnerattractionblueprint.com, Any final words?

48:25 The Guest, Ridgely

Yeah man, the world is a rough place out there. So what I like to say is that: « A smile is a little curve that sets a lot of things straight. And therefore, if you see somebody who needs a smile, give them yours ».

48:43

I think on that bombshell, we’re gonna end the episode originally. Thank you again for spending time, guys. Thanks for tuning in until next time we chat. Have a good one. Thank you for listening to The ListBuilding Lifestyle. Get access to the previous episodes, transcript of today’s show, as well as other exclusive content at listbuildinglifestyleshow.com .Also remember to claim your free copy of my best selling book at www.igorsbook.com. It explains how I made millions with List Building, starting from scratch, plus I’ll give you $3,000 worth of free bonuses, including my best landing page templates, email swipe files and traffic blueprints. Go to www.igorsbook.com, now to claim your free package!