# PUNCH YOUR MARKET IN THE NUTS! Source: https://www.youtube.com/watch?v=SNxncnP3MmU YouTube automatic English captions. Automatic transcription may contain recognition errors. ## [0:00](https://www.youtube.com/watch?v=SNxncnP3MmU&t=0s) this is Aaron the Avatar he's your customer Avatar and Aaron unfortunately is bombarded with ads every single day he Scrolls scroll Scrolls in the timeline only to see ad after ad after ad and he's pretty much become immune to it so what should you do well it's very simple if you want to get Aaron's attention you need to punch him in the nuts that is the only way that you are going to get his credit card information and get him to buy is by punching him in the nuts now here's a thing that may ## [0:30](https://www.youtube.com/watch?v=SNxncnP3MmU&t=30s) sound a little bit alarming but by punching him in the nuts what you're really doing is smacking the pay attention button in his brain and this pay attention button is actually evolved for survival you see the mind is constantly scanning the environment for whether or not what's in front of it is a threat or not and when the Mind sees a perceived threat it thinks danger bad no no no no no and cortisol levels go up along with adrenaline levels this is what you see whenever someone looks at their bank account balance and maybe ## [1:01](https://www.youtube.com/watch?v=SNxncnP3MmU&t=61s) isn't happy with the number there or perhaps maybe someone sees in the mirror that they've put on a little bit too much weight that's a perceived threat danger bad no no no cortisol levels go up stress goes up up up up up up and now we have a perceived threat so when it comes to our friend Aaron the Avatar who is constantly scrolling on social media all day long we have to use perceived threats to capture his attention because here's the thing Aaron is a little delusional and most people in most markets are in fact most human beings are are fairly delusional but Aaron in ## [1:33](https://www.youtube.com/watch?v=SNxncnP3MmU&t=93s) this case he says things like I'm happy single let's just say we're selling a dating coaching offer or something like that so you see his delusion is a defense mechanism when he sees an attractive woman across from him he just says not my type right and that's just his delusion making it present he actually is attracted to that girl but in all reality he's just kind of scared to approach her and talk to her and he doesn't want to get rejected and here's the thing that defense mechanism of being delusional it works pretty well up until when it doesn't because there are moments when Aaron's defenses drop and ## [2:05](https://www.youtube.com/watch?v=SNxncnP3MmU&t=125s) he's extremely vulnerable for example him coming home and seeing that the empty house has always been empty and always will be empty and it's very dark and it's very cold and there's no one ever excited to see him and Aaron breaks down crying sad wondering what went wrong and during this moment filled with visceral emotions errands insecurities finally Sur and he's able to confront them see them and understand that they're very real and that his defense ## [2:35](https://www.youtube.com/watch?v=SNxncnP3MmU&t=155s) mechanism won't work and you see these insecurities really are wrapped around what we like to call the nine motives you see there's only nine things that people will do anything for love materialism sex self-preservation freedom of body and mind Revenge fear self-expression and recognition these are the only reasons why anyone does anything so maybe what it is is is that his insecurity is based on love and that he doesn't have enough love in his life and he hasn't felt love in years maybe ## [3:06](https://www.youtube.com/watch?v=SNxncnP3MmU&t=186s) it's sex maybe he's just a horn dog and has not had sex in years and just feeling sexually very frustrated or maybe it's the looming fear that he's never actually going to have kids and he's the last in his family everyone else has died and with him his bloodline dies or perhaps it's just recognition he hasn't gotten anyone to compliment him in years and he just feels kind of like a loser whatever the motive is it's unclear to us but it's very clear to Aaron and so the best that we can do is through our advertising test which ## [3:36](https://www.youtube.com/watch?v=SNxncnP3MmU&t=216s) motive is going to get him to act and we do this by showing him real circumstances that he can relate with for instance him coming home and realizing that he's alone and he has been alone for a very long time we can go recreate that in an ad with other actors and avatars or even just through a stick figure drawing like what you're watching right now and Aaron he's going to see that and go hm that's kind of what I experienced the other day and at that moment when he sees his vulnerability come to the surface and he ## [4:07](https://www.youtube.com/watch?v=SNxncnP3MmU&t=247s) decides to get honest with himself he's going to let out a sigh and boom just like that he's booked a sales call and for the first time in a long long time Aaron is finally honest about his problems and that my friends is what good marketing does it gets people to be honest with their current situation it gets people to be honest with where they want to go and you may be thinking to yourself right now Nick why are you walking on a treadmill right now while you're on camera well because I want to help illustrate this point with a story ## [4:38](https://www.youtube.com/watch?v=SNxncnP3MmU&t=278s) about a good friend of mine I went on a trip with a good friend of mine we went swimming and at one point he just looked me dead in my eyes and said hey man you got way too much belly fat you need to lose some weight and at first I was kind of like the heck but then I started thinking more about it and I realized man how grateful am I that this friend of mine had the balls to say that to me how few people would ever say that to me in my life my mom won't even say that to me and so well no she would definitely but anyways this is the point is that I love that friend in fact I gained more ## [5:10](https://www.youtube.com/watch?v=SNxncnP3MmU&t=310s) respect for him CU he told me the truth even though it hurt and that is the type of friend that you need to be to your Market you tell them the truth even if it hurts tell them they're being a shitty dog owner tell them they're being a bad husband tell them they're not respecting themselves tell them the truth because the truth is what will set them free the truth is what will get them to finally make a decision to buy your product the more truth you weave into your marketing the better it's going to be and you may look at what I'm saying today and think this is ## [5:41](https://www.youtube.com/watch?v=SNxncnP3MmU&t=341s) manipulative this is dark or whatever first of all my friend manipulation is neutral okay me picking up this cup and putting it down again that's manipulation okay I just manipulated the cup up in the air and put it back down if I were to take this cup and Bash someone's head in with it okay now that's negative manipulation but if I were to pour this this with some coffee and hand it to you and talk with you about your life now it's a positive form of manipulation so let's first get that out of the way manipulation is entirely neutral the second thing is you feeling like this may be a little dark I'm going ## [6:11](https://www.youtube.com/watch?v=SNxncnP3MmU&t=371s) to tell you what's really dark is you being too timid to tell the truth to your prospect and someone who has a less Superior product than you they don't pull their punches and they do tell the truth and they get the customer while you're Dilly dallying around talking about features and benefits and like that people buy because of emotions and if you want to get better at weaving emotions into your marketing to get people to get honest with themselves I've put together a free guide that will show you exactly how to do that it ## [6:41](https://www.youtube.com/watch?v=SNxncnP3MmU&t=401s) breaks down the psychology of everything it gives you the exact chat GPT prompts that you can run your copy through to improve and it'll show you once and for all how to use visceral emotions to get people to whip out their wallet and finally get honest with themselves and buy the product that's going to transform their lives your product so if you want access to that free resource all you got to do is click the link in the description down below fill out your information and then it'll be in your inbox within a couple minutes so hope you found this video useful all the best ## [7:13](https://www.youtube.com/watch?v=SNxncnP3MmU&t=433s) bye now