Private Day - Pompa Program

Part 1 Audio Part 2 Audio Part 3 Audio Part 4 Audio PART 1 00:00 DR. POMPA How do you apply to that is what I'm asking. 00:02 RON LYNCH Yeah, so let's go down to what those problems are. So let's go down the chronology of them. So they know they have high glucose. They know they have maybe some symptoms of neuropathy. 00:14 DR. POMPA Okay. 00:14 NICK VERGE Yeah. 00:15 DR. POMPA You knew you had high glucose? 00:17 RON LYNCH I had no idea I had high glucose. 00:19 DR. POMPA Okay. Okay. That's why I was asking. 00:20 RON LYNCH Yeah, no, I had no idea. I had absolutely no idea. So that was a discovery for me. So what I knew was frankly I wanted to do some world travel. I just wanted to check my health. And I knew I was exhausted, but I just assumed it was from 25 years of highly stressful work and having a family and approaching. I'm 58, so I was approaching 57 at that point. And so I just assumed I was aging. What I discovered after three days on synthetic insulin was I could get up suddenly at six in the morning and I could work like a frickin horse until 10 o'clock at night again. Like I was 30. And I didn't know that kind of energy was in. Like I hadn't seen that kind of energy in 20 years and forgotten I could do it. 01:13 RON LYNCH And I just assumed I would never ever get that back. So what that did for my mental faculties and my physical faculties and my motivation, like it literally was just like flipping a light switch within three or four days that my, I got, I went. I regressed in aging by 25 years as far as I'm concerned. Concerned. So that there, I think there's some promise in here for them at the end of the rainbow that you're going to get yourself back, but how do we find them where they are? And you're telling me that there's diagnostic things and I'm not part of the other thing is I don't want to come to this going, hey, we're going right to this conclusion. This is where we're going. This is the island. Screw it, this is what's going. I don't want to do that. 02:01 RON LYNCH I think that we are going to step over too many things. If we put the blinders on and say this is our goal and our result, we might have three. Because I want to understand the business. If I understand the business, then I can show you five different ways to get everybody to Heaven island. And it might be this one funnel for this and there might be five other things involved for other things along the way. So you know, after doing this for 35 years, I know how to get a variety of people from a variety of places to our destination. I also know that your store, and I mean this, like your brand should have five doors into it that are all profitable. 02:45 DR. POMPA Right. 02:46 RON LYNCH So going back to this, and we'll say we can stick to the diabetes or pre diabetes. 02:53 DR. POMPA Correct. 02:55 RON LYNCH What are the. What are the symptoms you feel they're seeing? I mean, you guys are the experts in this right now, so. 03:01 DR. POMPA Yeah, well, I mean, we are tapping into that. No energy, you know, all of a sudden, you know, people do start to gain weight and not be able to lose it despite diet change, despite exercise, truthfully. But the way the. The energy thing, how I typically tap into it, is by saying you most likely, you know, you think it's normal. Right. I can assure you it's not. Right. I mean, because, like, you. You thought it was normal. Right. It's like, are you using stimulants to get through a day? Okay. You know, that's a. That's the first sign something's wrong. You shouldn't have to use coffee throughout your day. 03:40 RON LYNCH Right, Right. 03:41 DR. POMPA And then it's. Then it goes into anxiety because your body's tapping into cortisol and adrenaline to utilize for energy. It's starting to try to utilize different energy pathways. And then it gets into, like, you know, brain fog. Gosh, what can I think? Right. Which, of course, is a low glucose thing. Potentially. There's other reasons, but the brain fog, the sleep problems. And even if you do sleep normal, you have no energy to get through a day. I mean, that's typically what we're saying. You know, you have identified with that. But the problem is that a lot of these people just aren't sick enough. Like yourself. 04:21 RON LYNCH Yep. 04:21 DR. POMPA To take a step in a program. Because they think what you thought. Yeah, they think that I'm just stressed. I'm just working too much. I'm just. I'm just. I'm just. It's just. It's just. It's just so. Again, we've not been successful at getting those people. We've been getting successful to the people who have already hit the wall and realize. Okay, it's not just that there's something else going on. Okay. 04:45 DANIEL POMPA It's like these symptoms, they resonate with part of the. I don't want to call it the diagnosis, but there's part. Part of it that there's already a problem aware, and then it's them knowing that these symptoms are only going to get worse. Here's why. Because you have to anchor to the problem. So they see the pain, they resonate with the pain, and then obviously, oh, wow, this could be the cause. 05:08 RON LYNCH How many people have been told they're diabetic or believe they're pre diabetic in. 05:14 DANIEL POMPA That purchase, I would Hope at least 80% in this case. 05:18 RON LYNCH Do we know? 05:19 DANIEL POMPA Well, we have never. We've never run a diabetes explicit offer. We've run diabetes specific adults. 05:25 DR. POMPA It's similar to thyroid. We have a lot more experience with. Right. We target two separate people. We have people that say, you know what, my hair is thinning, I have no energy, I have a break, I have all those symptoms. Maybe I have a thyroid condition. They go to their doctor, their blood works normal. And I explained in an ad why that is. Your thyroid is under functioning, but in your blood works normal. But here's why. Oh my God, that makes so much sense. Then we market to the people who go, you know. Yeah, I do. I went to my doctor and you know, my thyroid, my blood work was off. Put me on a medication, made my blood work look normal, but I still don't feel well, my hair's still thinning, I still can't lose weight, blah. 06:10 DR. POMPA So we have two markets and it's gonna be the same with diabetes. We're gonna have two markets that we market to the people who know and the people who don't. 06:20 DANIEL POMPA Yeah, that's a good point. 06:22 RON LYNCH You're getting to exactly why I'm asking the questions I'm asking. Cause you may have a discovery of the threat of prediabetes and these symptoms is a customer. The knowledge of prediabetes or diabetes and these symptoms is another cause. Like my doctor told me I had. Or I have no frickin clue. I haven't been to the doctor. And so that's why I asked the question. Because if I haven't been to the doctor, which is 85% of the world, that's a huge audience to ignore. Because we could. Now we have the same solution for both of them. It's the same storefront. Right. But we may create a couple of pieces that go to that storefront correctly. I just don't want to ignore the potential volume of what I agree. Yeah. It's just we, it's. 07:16 RON LYNCH And it's how we set the top of the funnel for each of them, even though the bottom's the same. 07:23 DR. POMPA Yes. 07:23 RON LYNCH And so I don't want on thyroid. 07:27 DR. POMPA We actually have a third group that we're successful with. Hashimoto's. Yep. People that know they have Hashimoto's they think it's very different. So when you target. Oh, that is what. That's the word I have. And boom, we nail them, even though the bottom's the same. So really, for thyroid, we've been successful. 07:45 DANIEL POMPA Maybe that would be like, dad with this. It'd be like with neuropathy, because neuropathy is extremely hot. It's like, the easiest thing to sell online. So maybe there's a neuropathy angle here, because that sounds like hotcakes. 07:58 RON LYNCH Yep. I look at this and go, there's a few roads here that lead to this result. Ultimately, I get that. The test that you have. Do people have negatives on this test, or is it just like everybody who takes the test? 08:18 DANIEL POMPA 85% of people. That resonate with our ads. We'll get a diagnostic. 08:24 DR. POMPA Like, this group may be 100%. I mean, not. It'll be close. It'll be higher. 08:32 RON LYNCH Because it's statistically relevant, though. Let's just say it's 90%. 08:38 DR. POMPA Yeah. Glucose is a major oxidative stress, and that's ultimately what we're measuring. When their glucose is even periodically high, it drives that. This test is going to be positive, bro. 08:51 RON LYNCH And every time. 08:52 NICK VERGE Yeah. 08:52 RON LYNCH That's. So you know Roger Hamilton. 08:56 DR. POMPA Yeah, yeah. 08:59 DANIEL POMPA The race for driver. The guy. 09:00 RON LYNCH No, the guy. Yeah. The guy that's in our world. Yeah. 09:04 BEN AZADI Yeah. 09:04 RON LYNCH I mean, you. You realize that Roger's test fits everybody. It's a horoscope. And if you have the right horoscope, they've opened the door into this world through your portal. Now it's the test that makes you trustworthy to take the second and the third step. 09:24 DR. POMPA Yeah. 09:24 RON LYNCH So, I mean, and this is not to disparage Roger's work, but it's made up essentially. Like, he went, oh, you're a star, you're a diamond. You're like all he created. He created something, and it's like a horoscope. 09:41 DR. POMPA So I just created four birds that determine who you are. 09:46 RON LYNCH Yes. 09:46 DR. POMPA People love this shit, right? 09:48 RON LYNCH They love it. 09:49 DR. POMPA Yes. Today. Yeah. Yesterday, I came up with all the questions that will guide you to which bird you are. Because it's like, holy shit, I'm an albatross, man. But two of the birds are the birds. We can help, right? Same. Same test? Same test. 10:04 RON LYNCH That's it. You're leaving? 10:05 DANIEL POMPA Yep. You guys are underway. I hear you meet somebody. 10:09 NICK VERGE There you go. 10:10 RON LYNCH Fine. 10:11 DANIEL POMPA I'll be back. 10:11 RON LYNCH Okay, good. You're underway. You don't. 10:14 DR. POMPA You don't need me anymore. 10:15 DANIEL POMPA Seth will be here soon. 10:17 NICK VERGE Okay, DR. POMPA, if I could add something. So I recently got my blood work done, and I had it with one of my main guys that I trust is just, like, my health coach on it. And were looking through it, and I had no idea, but when went to just, like, those metrics for blood sugar and everything, dude, you're pre diabetic. I was like, what? Like, dude, I'm in good shape. I do cardio. I don't. Like, I don't have any. Like, to me, the way that I view diabetes is I think about either, like, my stepdad who just genuinely just cannot regulate blood sugar at all, or I think about someone who's, like, severely overweight. So there was, like, a massive identity thing there that was like, I don't have diabetes. 10:58 NICK VERGE And he's like, no, but you will if you keep doing what you're doing. And he just kind of was telling me, hey, I think you should focus on this, this. And just you made the suggestions, and, like, already it started to. But I'm curious, like, what are some of the things that, again, people are not gonna identify right away with it, but more like those general symptoms, like, what do you think are the questions we can ask that get people to go, maybe I do have that. And I don't know, because I do think there's a major identity part of this, too, that people don't want to identify as having diabetes, especially if they're only maybe 30 pounds. 11:29 DR. POMPA Ben, give them the statistics on pre diabetes. 11:32 BEN AZADI 60% of Americans are diabetic or pre diabetic. 11:36 RON LYNCH Yep. 11:36 BEN AZADI But there's this different symptoms for. 11:39 DR. POMPA And it's getting younger and younger. Okay. And that's why you're there. Okay. So I love your question because to your point, this is the group we need to tap also. Right. It's like, if we can. Because how many people have that? So Ben and I have been talking, but there is. If you just look at someone's, you know, insulin, Hgba1c, and, you know, look at their oxidative stress, you know, it's like, you can. There's a little testing formula that can identify someone like you way ahead before they actually even have symptoms. But let me ask you the question to get to your answer. What. What symptoms did you have that made. 12:25 NICK VERGE Me want to do the blood work panel? Yeah, I think for me, there was. Okay. I think that for me, the main thing that occurred was I'm on Twitter a lot, and on Twitter, health. Twitter is a big Thing where there's just guys posting about health. And for me, the main thing that I wanted to actually see was my testosterone because I see people talking about tests and I'm thinking that maybe my test is low or something. And to me it was like, I'm tired and I felt like I would randomly have days where I have very high drive. And then I have these days where I'm just like, dude, I'm like a shrimp in bed. I can't even, like, I can't even really get anything done and I just want to rest all day. 13:05 NICK VERGE And then I'm seeing a lot of these guys, even my friends, that are like, drive, drive, drive every day. And I'm like, dude, what? Like, what is something wrong with me right now that I can't hit that? 13:15 DR. POMPA So you just gave us the answer. So we compare. Are, you know, do you look around, you have friends that just can drive all day and you can't. You're, you know, you're, you're, you know, you think you're young and this and that, but you feel like your sex drive isn't what it was. You know what I'm saying? So we have to tap in to exactly what happened to you. Simple as that. 13:38 NICK VERGE Yeah, I mean, and I was noticing. That as well, testosterone levels are. My testosterone levels were at like 660. 13:46 DR. POMPA That's normal. 13:47 NICK VERGE Yeah, yeah. And then it was. So I don't think it was tests and I don't think it was dht, which, like, that was fine too. That wasn't a normal range. The main thing that we got to with it is he looked at my cortisol and my cortisol was like a five. And I was like, oh, that's not good. And he's like, yeah, you're basically a sponge and you're squeezing all of the liquid out of the sponge. And then I was saying, the days that I take pregnenolone, I don't have any issues. But then I feel like I'm dependent on pregnenolone because if I don't take pregnenolone, then I feel like the next day I'm tired, I'm groggy and whatnot. And it feels like there's a, like a 24 hour cycle in it. 14:26 DR. POMPA But here's really what's happening to you. I would draw the cell if I were there. Right now you have hormone resistance. That's why you feel like your testosterone is low, but it's not blood. Your blood works normal. And the problem Is. Is your cells are inflamed, not hearing the hormones, and so that's why you have diabetes. You don't have diabetes because your pancreas is the problem. You're making completely normal insulin levels. 14:53 NICK VERGE Yeah. 14:53 DR. POMPA Or insulin amounts. Right. It's like in glucose follows cortisol. Right. But again, when your. Your cellular inflammation creates a stressful environment, and that's the issue. So you're hormone resistant. So. Yes. It's affecting your insulin, it's affecting your testosterone. So just taking a hormone isn't the answer. And I would argue changing your diet will help some. But again, you know, your generation is very toxic. Toxins are the big driver of cellular inflammation. So, you know, again, that's what we deal with. 15:29 NICK VERGE Yeah. 15:30 RON LYNCH Okay. Where are those toxins coming from? 15:36 DR. POMPA Listen to Bobby. You know, Rob, RFK will tell you, right? It's. I mean, if you look at the. What we're spraying on our food supply, if you look at what we're putting in the water that people are drinking, and if you look at what people are putting on their skin, if you look at the air fresheners, what we're washing our clothes in, if you look at what we're born with, the level, you know, of heavy metals that even just come from our parents, I mean, it's like, it literally is bioaccumulating stockpiling in our tissue. It's from the womb to the tomb. And the amount of toxins we take in compared to any other country is just enormous, to the point where our cells get rid of them. Of course they do. We die. 16:22 DR. POMPA But the fact is it wears down and then it stops getting rid of them, and then inflammation occurs, and now you can't hear your hormones, and now the fatigue starts, and now the brain fog, and now the anxiety and the adaptations and the coffees. 16:35 NICK VERGE That was a big part. 16:38 DR. POMPA Then you try diet, and then you still don't feel great, but you feel a little bit better, but you're still struggling. That's the story, man. 16:44 NICK VERGE I think the main thing was anxiety as well, where I was noticing. I'm like, why? Like, this is not a big problem. Why am I getting all worked up over this? And then my buddy was like, you need to get your blood work done. There's something wrong, dude. Because it's like, you're right. You shouldn't be getting worked up over this. 16:59 DR. POMPA Exactly. 16:59 RON LYNCH Okay, some of the questions I ask are rhetorical. I think you know that I know Bobby pretty well. I did his documentary. 17:11 DR. POMPA Yeah. 17:13 RON LYNCH So I've spent hours and hours with him, particularly talking about these things. But I wanted to make it simpler for. And I call them idiots, and I think that's rude. But the general population has an IQ of 80 or 90, and we tend to live in a world of people that are 130s to 150s. Well, we're not good at talking to idiots, and we have. We have to become better at that. So that's why I kind of get all of this out on the table. So I also want to talk about in the process of formulating our dialogue. So I'll start at the end and I'll work my way backwards. We have female customers and we have male customers. Odds are, if you're like most companies, you're not separating those conversations. And so you're muddling two different types of conversations into one conversation. 18:07 DR. POMPA Yes. 18:07 RON LYNCH And it's diminishing the sales of both. Both customers. We have to have a funnel for women that talks to women like they're women and a funnel that talks to men like their men. And when we commingle those conversations, we're less effective at getting the result we want as salespeople. That's not my opinion, by the way. I have studied this. I have proven it over and over and over again. And most corporations that I go, you know, if I go into Samsung or I go into J and J or even Johnson Wax, you know, these people, they're selling their products are being bought primarily by women. 80% of the products are. And that's our world. 80% of the consumer goods that go out the door are taken in by women. Even if a guy's buying it, she's saying, you need to buy this, honey. 18:59 RON LYNCH And there's a big opportunity here to go. I know what your problem is, honey. Try Dr. Pompous program. That's a big opportunity here. So we have to. I want to. So that's. To me, that's the end. And I'm going to build from there back. We have to have different movies, different words for those people. 19:17 DR. POMPA And then just to Ben, I don't know what your audience is. Instagram. My Instagram is unique in that, probably more than Ben's. I'm targeting the Walmart customer, the Costco customer. Me, yeah. I'm dealing. I'm hitting a lot of those people. Right. I never hit this group before. So, you know, that's what got me interested on. Kept me interested, I should say, is realizing I was able to target the average American for the first time. 19:47 RON LYNCH Yep. 19:47 DR. POMPA You know, they don't really resonate with a lot of my fasting stuff because most of them think that you die without three days of food, you know, So, I mean, and they're. 19:58 RON LYNCH Not going to do it. It's not. It's not even. It's not even a conversation for them. 20:01 DR. POMPA Yeah, exactly. Exactly. I went on a cruise and I. I never saw anything like this. And I got into conversations with these people and I said to my wife, oh, my God, I'm not even reaching these people, and they don't even understand me. And so I spent the rest of the cruise trying to figure out, like, what I'm, you know, how to communicate with them, what am I missing, you know, etc. And, you know, it was an exciting turnover and it changed the way I communicate. But I'm looking at my statistics on my Instagram and women, 70%. Exactly. I'm looking at exact number, 29.9% men. Ben, yours is probably higher on the men's side. I don't know. You should pull up your analytics. But 70% women are our target. And so you're right. 20:52 DR. POMPA We better we talk to them differently than that men group over there and the men group are resonating with different things that I say. So, you know, it is two different groups. But I would argue that the diabetes group, it might be more men. It might be 50. 50, Ben. So I'm really interested to see what your analytics are. 21:10 RON LYNCH The purchase may end up being 50, but the. 21:15 DR. POMPA The guide to the program, ironically, is 70% women. 21:20 RON LYNCH It's not. That's. You're just normal like the rest of the world. That's really normal. So let me ask you guys this. What's the difference between talking to men and talking to women? How do. 21:30 NICK VERGE Why. 21:30 BEN AZADI How are they different in relation to diabetes or general? 21:34 DR. POMPA Well, one will resonate with more emotional things. Men will resonate, you know, more with factual things. So right brain emotions move the needle. 21:45 BEN AZADI Left brain men, just so I can. 21:46 RON LYNCH Show you find it in the future. 21:48 NICK VERGE So you just go here. 21:49 RON LYNCH No offense, you're both wrong. 21:51 DR. POMPA Okay, good. I learned something. 21:53 RON LYNCH It should be that usually it's there and what you're talking about, it's correct, but it's. You're tearing down from what the actual truth is that men do things, buy things out of challenge because they're hunters. Intimidate me, challenge me. Push on my chest, I will push back. Women fucking hate that. Pardon my French. They don't like to be bullied. They like alignment. So I'M a car salesman. I see my customer coming up the to the lot. It's a dude, and he's looking at a Challenger and a Charger. I walk up to him and I start saying, hey, see, you're here to buy a car today. I'm not buying a car. I'm here looking. Oh, okay. Well, you're looking at a challenge. Do you want the V8? Do you want a hammy? Do you want. 22:45 RON LYNCH We start to talk horsepower and torque and what the car with the performance. And we're talking to his ego and challenges like, what kind of spear do you want, dude? And we're across from him. But if it's a female, I'm not going to take that approach as a salesman. I'm going to walk up and I'm going to stand next to her out of alignment, and I'm going to look at her view and go, wow, a Challenger or a Charger. You're a pretty sporty gal. Yeah. Got kids? Yeah. Oh, you want the challenger because you need four doors. Like, I'm going to start moving into a space of alignment with her. And I want you to see my worldview. Men are super easy for me to say all to because I happen to be one. 23:30 RON LYNCH And I know we're very Pythagorean, which is in your world. You said, hey, that's logic and that's facts. It's actually order. It's A plus B equals C. And if you skip B, I'm going to argue with you. A plus C equals D. Well, what the fuck about B? Why didn't you tell me? You're wrong. We want to push back on. Hey, you don't know what you're talking about. 23:55 DR. POMPA Right, it's true. 23:56 RON LYNCH But a woman will go, A plus C plus D equals. Okay, you skipped B. Well, you actually might be a good salesperson for skipping B because you paid attention to her and you know she doesn't need B. I can put a story together out of order for women. They'll buy because they like when they watch content. They're only listening for the parts that are germane to them. Does this. Does this. Is this meaningful to me? My life, my family? Men are watching, content with, are you entertaining me and are you lying to me? Men watch it like they're lawyers. Women watch it like they're buyers because they're actually trying to solve problems. Men are trying to solve egoic problems. Women are trying to solve environmental problems. And I mean environmental to their world, to their ecosystem, of their life. 24:54 RON LYNCH So there's no man in the world buying a car because it's solving his world problems. He's buying penis problems. 25:07 DR. POMPA Yeah. 25:08 RON LYNCH Right. 25:09 BEN AZADI Yep. Yeah. 25:11 DR. POMPA So I wish Daniel could hear that. So he has that expensive, stupid Porsche. 25:17 RON LYNCH Well, to his credit, I've had one of those. That gray one out there was his penis problems. Yeah. 25:22 DR. POMPA I'm a male, so I can find you, too. 25:24 RON LYNCH Yeah, I have that, too. 25:25 NICK VERGE So. 25:25 RON LYNCH But I. And currently in my garage, I have an El Camino, a Porsche, and a BMW like that. But my wife has a big Infiniti that costs as much as all of them together, because I was solving her emotional problems. Right. But I get. So when you hear me say that, now, you can go back and you can look at the things that you've done historically, and you go, how many times was our conversation muddied because we didn't even pick who were talking to? And how much more could we have sold if we had just had the nuts to say, we're going to talk to women in this ad and we're going to talk to men? In this ad, you also described what. 26:03 DR. POMPA The funnel would look like for females and males, just with little explanation. So thank you. 26:08 RON LYNCH Yeah. So it's. Do you see how, like, how critical this. And fundamental it is to the business? 26:13 BEN AZADI Absolutely. 26:13 RON LYNCH Makes sense of, oh, if we just did this, that. That thought right there is worth the entire day that you apply this to your future. You're gonna make twice as much money with Ron and Nick or without us. And it's just that simple. Okay, so now that we're clear on that, now we can go. That's how I get back to this. What's the male word for this? What's the female word for this? So I start to look at everything through a lens of who am I going to say this to and how, and then what is the order? So I've done a fair amount in weight loss and in hormone treatment for women, progesterone, things like this. So the number one woman. The number one problem a woman has between 45 and 60 is what they're going through. 27:08 BEN AZADI Menopause, hormone challenges, weight gain, fatigue. I mean, pompa, you know all about this. 27:16 RON LYNCH Okay. Do you agree? 27:19 DR. POMPA Yeah. 27:19 RON LYNCH Okay. So you gave me a male answer, and I agree with you. Do you understand that's a Hunter answer? Yeah. You gave me the list of the things all Hunter. 27:29 BEN AZADI So. All right, let me think about it from a different angle. 27:32 RON LYNCH So what is she? What is her. 27:33 BEN AZADI It's affecting her relationship with her husband. How Maybe less Intimacy, less connection with her husband. Okay. Less energy for her family at work, less productivity. 27:46 RON LYNCH Her family work, less productivity. How is that showing up? What does that mean? 27:51 BEN AZADI With her job performance? She's worried about growing her job. Maybe that's male answer there. Maybe losing her job, maybe getting a divorce with her husband, it could be impacting her that badly. 28:03 RON LYNCH You're still going into male lists, which I told you got a mail mine. Like, I can't. I'm not faulting you for it. I'm just telling you. You're starting to disseminate this as Hunter. You know what her problem is? She's losing relevance. She's becoming invisible. When she was 30 and she walked into the cocktail party, every fucking head turned. And when she's 50, nobody's head turns. And the young lady walks in the room at the same cocktail party, and all the heads turn at the young lady. And she's very aware of it because they have Alison Armstrong diffuse awareness. They understand that the stalk of the young, beautiful woman is. Is higher than their stock. And they're like, wait a minute. I know 10 times. I've forgotten more than that broad nose. They're becoming invisible. 28:56 RON LYNCH Invisibility is the problem that women have between 40 and 60 years old. 29:01 BEN AZADI How do you communicate that without saying it the way you just said it? 29:07 RON LYNCH Why would you not tell them the truth? Because if you told me so, you. 29:10 BEN AZADI Would say it just like that. 29:11 RON LYNCH I would say, are you feeling like you're disappearing? That you're not even being noticed anymore? And you know that deep down, you have tremendous value. You have tremendous wisdom, knowledge, beauty, sex appeal. You have it all, and it's being clouded. Why? Because you just don't have a little glow in your skin. Do you know that glow is called progesterone? And your body's producing less of it? Between 40 and 60, we call it that pregnant glow. You know what that pregnant glow is? You have high progesterone. Your uterus is sticky to hold eggs. The older you get, it doesn't need to be sticky. Your progesterone drops, you lose your glow. If I gave your glow back, how would you feel? She just shoved all of her chips onto the table. I want whatever the fuck that is. I wanted two of them. 30:10 RON LYNCH I wanted two, so I'm not dishonest with them. I'm sensitive, but I'm collaborative in the conversation so she knows when I speak. I would never say, are you concerned that your husband might leave you? I'm not going to speak to her. Fear I'm going to speak to her insecurity. 30:32 BEN AZADI Okay, that's good. 30:35 RON LYNCH It's much more powerful to speak to people's insecurities than their fears. I make decisions out of fear. Certainly that's part of it, but most of us will make more. All I have to do is raise the ire of insecurity with people. 30:49 NICK VERGE What do you think is the. Because insecurities then goes to denial Projection. What's the denial that they're in? What's the projection that they're in? 30:58 RON LYNCH The denial is typically. There's nothing to be done. 31:03 NICK VERGE I'm just getting old. 31:04 RON LYNCH I can't. There's no solution for this. This is just the. Like, my story of my diabetes was. I didn't know I even had it. I thought I was just getting older. Hold on a second, Ron. You're not. If I could give you something in three days, let's say it's 100 bucks, and in three days you'd be up from 7 in the morning till 10 at night driving your wife nuts, because you're literally busy in the house cleaning it and doing shit that you haven't done in years. Would you like to just give that a shot? I'd be like, yeah. And that's exactly what happened. I mean, that's probably about how much money I spent. Because it was synthetic insulin. It's cheap, just like that. 31:42 RON LYNCH Oh, now once I know there's a promised land and that's like the first question I asked you is, do you have the testimonials? Because the testimonials are the proof. The propeller head science, which we will give them, is animation that says, hey, this is why this is occurring. When I look at. So the question back to Kennedy, I'm asking a loaded question. I know what the answers are, but I want to walk you through. Where did this problem come from? Your body's a container. It came out perfectly the way God intended it to come out. And you guys know what brown fat is? I prefer to have brown fat than. Right. I am only allowed by my creator to eat so many chemicals, to eat so much sugar, and to have so much stress. I don't know where you are on that scale. 32:38 RON LYNCH I don't know how much sugar or carbs you've eaten in your whole life. I don't know how many chemicals you've been exposed to. I don't know what the cocktail is in this filter that's made it filthy, but it gets to a point where it's clogged and it breaks and it dies. Your aging, your pain, your inflammation is caused by a combination of things that you've been doing for 40 years that neither one of us has kept track of. I want you to know that's okay. I forgive you. Because we've all done it. The answer is we're gonna get it unclogged. If we wring out the washcloth of your body and we get out the toxins and the dirt and the. And the cortisol and we get. And we quit adding the stress, we're going to lower your stress. We're going to improve your nutrition. 33:23 RON LYNCH We're going to clean the filter. You're coming to us for a cleansing. How are you going to feel? Oh, I already know I'm going to feel better. How are you going to operate? Oh, I'm going to operate better. How are you going to burn your existing calories? Much better. How's your energy? It's going to be much better. Like if I just say that, you'll start to come to the conclusions? Well, of course, yeah, we're all different. But I know I saw Silkwood. If I walk into Chernobyl and walk out, I'm getting radiation poisoning. So I've been consistently engaging in an environment that's been toxifying me for years. And it actually doesn't matter how. Ben's toxicity is different than Ron's, is different than Nick's, that's different than Daniel's. We all have it. We have it in different ratios, but the solution is still the same. 34:18 RON LYNCH How do we clean water? With water. We want to fill this body with clean water. Ultimately, we want our mitochondria to be firing with the right energy, the right frequency and the right water. So we're going to have you do a whole bunch of things that are all going to work in tandem to create a better ecosystem in your body. You're willing to participate. What happens at the end of participation is what our testimonials say. This changed this. It changed this. Irritability never even came up. I put it up here. 34:51 NICK VERGE That was a big thing for me as well. 34:53 RON LYNCH Irritability is one of the first signs of all this stuff. And everybody knows they're more irritable. That's such an easy thing to get a customer to say yes to. Are you more irritable than you were five years ago? By what ratio? 5x. This makes sense. 35:12 BEN AZADI Yeah, it does. 35:14 NICK VERGE To ask a question on this for. Just to bring it from, you know, kind of thesis of what we're going to Be saying to the actual strategy of what it is. Is it that before on your vsl, is it that we're going to have a quiz question? First thing, are you male or female? And then two different VSLs for male or female. Is that how you envision this? Or is it that the VSL speaks to both of them? When we're speaking to women, we talk to them. And to me, I think the quiz makes sense right there. And not like we're storing the data like a real quiz funnel, but rather just you click those two buttons. Two different landing pages. 35:46 RON LYNCH Well, I look at it a little bit differently. Use GoPro as an example. What are we selling at GoPro? Cameras and mounts. What do we use to sell cameras and mounts? 36:00 NICK VERGE Adventures. 36:01 RON LYNCH 12 different sports. 36:02 NICK VERGE Yeah. 36:04 RON LYNCH Where do we put the media for those 12 different sports? On the channel that represents the sport. Car racing went on the Speed and Velocity network. So before I even get to quiz, I want to hold up a mirror. If I have an art gallery, I'm going to rip all the art off the wall and I'm going to sell mirrors because it's easy to sell mirrors. So I want the first point of contact to be, oh fuck, that's me. 36:25 NICK VERGE You're saying on the ad level. 36:26 RON LYNCH At the ad level. So I go from the ad level to that's me to do you know more about you take our quiz? 36:34 NICK VERGE Yes. 36:35 RON LYNCH Oh, I've learned more about me. Okay, now you've taken my quiz. Oh yeah. Now I know. I love the four birds, so I know which bird I am. Okay, birdie, you need to take the test to make sure that we're right. Okay, what's gonna happen when I take the test? You're gonna discover all of this like all of these other people now in the sales process. 36:56 DR. POMPA Yes. 36:57 RON LYNCH I got him to open the portal and say that's me. I call. I've pre qualified myself with the quiz. I've now got the four birds. I know which bird I am. I'm already, I'm already buyer now. 37:08 NICK VERGE Yeah. 37:09 RON LYNCH So my goal up front is always can I get you to purchase without even knowing that you've purchased? So I don't need to sell you on my product. I need you to get you to say yes to three things. And the first is, do you have this pain or do you have this aspiration? Yes, I have that. Second, did you know that there's a path to fulfill relieving that pain or getting that aspiration that you've never heard about? Are you open to learning about that? Yes. Would you like that information within five minutes? Because I can give it to you right now. Yes. So now I've made you say yes three times. You're clicking. 37:50 DR. POMPA Yeah. 37:51 NICK VERGE I think there is the control over that with paid ads, because we can start from the genesis on that. But, you know, we have a substantial Instagram following that. I think we also need to think about the organic side of things, where we don't have as much control over where they're clicking from. It could just be they saw a story, they saw a podcast, and then they went to his thing. We don't have as much control. 38:10 RON LYNCH The question that you ask at the top of that organic material. 38:14 NICK VERGE Yes. 38:14 RON LYNCH Is your funnel. 38:15 NICK VERGE Well, there's a link, though, that on his bio is where they're clicking. We can't go from post to. They click on a link on the post. There's no links on the post. It's like they click. Then they go to his profile and he'll. Or in a story even. Like you could do it in your stories where for. If you're a woman, you know, click this link if you're a male. But I really like to think about that link on the bio because a lot of people click on that. A lot of people go to it. It's like 60% of the traffic that people get from Instagram comes from the link in the bio. So how do we do it when we don't have control over that specifically, like over the gender on the click itself. 38:47 RON LYNCH So you can lead to the generic topical question. Are you experiencing these symptoms? Yes, there's. By the way, they show up differently for men and for women. Click here to find out. So then you make that click and now you bifurcate. 39:03 NICK VERGE So you're saying, by the way, they show different. Are you a man or a woman? Either male or female. And then they click that. And then from there, vsl. That makes a ton sense. So you have a generic. Well, not generic, but a kind of rhetorical question about our audience. 39:16 RON LYNCH Always. They're always rhetorical questions. I'm always leading them to the door that I want them to go through. And they feel like they're self selecting because nobody's gonna go, I'm a female, but I'm gonna click the male one just to find out what they're saying to men. Ain't gonna fucking happen. That's not gonna happen. Yeah, right. They're gonna go down the rabbit hole that fits them. Oh, that's not a painful decision. Am I a boy or a girl? I mean, for some people in this world, apparently that's a painful decision. But from for our buyers, it's not. 39:43 NICK VERGE Just to kind of give both you guys as well some insights on Ron and I's dynamic. Ron. I look at it as I let Ron tell me what to say and give me the strategy of what to do. And then I'm the one that writes all the VSLs, does the ads, like comes up with everything and then I review with him, make sure everything's final. And then usually it's just reviewing it with everyone else. And I'm the one kind of handling the let's build the thing. But Ron's creating the blueprint. And so for what Daniel and I have discussed so far is I know for a fact you guys want to do a VSL because it's already working, it already makes sense and I think that makes a ton of sense with your guys audience on Instagram. 40:18 NICK VERGE And again we want to get the diabetes audience to purchasing this. I want to make it super clear that what Ron is talking about here is a much broader, encompassing campaign because it's like the goal for your guys company is you want to double your revenue. If I double your revenue like that, does it really matter whether it was this way or that way? I think what matters is the outcome that we want. I think what Ron does such a good job of across all stuff that we've worked on together is he sees the big picture of the big campaign for everything. And then I'm able to really narrow down like okay, how do we practically apply this on this specific campaign, this specific ad, this specific VSL and everything. So just so you guys. 40:59 NICK VERGE Cause I know that there's probably that thinking around like okay, deliverables or like what's the thing we're gonna do? For a fact, I know we can do that VSL and do the script and just create a very simple survey. I think that's a bare minimum to get that up and get that going. But I think there's so much here that we're seeing that like A, we're not talking about this in ads, B, kinda like going back to what I was saying with me, like hey, do you feel like your performance is dropping but your testosterone levels are normal and you're not sure what it is and you don't wanna get on testosterone, you don't wanna do gear. 41:28 NICK VERGE Well maybe there's actually with you at a cell level more of those types of angles and as well I really do think that there's a Lot to be said about splitting the audience and how we're speaking to men and women in the ads and Even your current VSL, DR. POMPA and changing that into a male version and a female version. So just so like, just so we can bring it from the 40,000 foot view down to like a 5,000 foot view just for a moment. I do think there is that VSL we can do. That's an immediate win. That'll just immediately. But there's so much here that like I'm even looking at this, I'm like, fuck, guys. Like there's a lot here that we can crush with that's just like powerful. 42:03 RON LYNCH Oh yeah. So I am not good at doubling people's volume. That is not my expertise. I'm good at 5xing and 10xing people's volume. If I double somebody's volume and I have clients that I do that for, I generally go in on the operations side and I look at operationally how the company is set up. 42:24 NICK VERGE Thank you. 42:25 RON LYNCH And who internally is dealing with what. And I actually start with the customers because eventually we'll get here and we'll go, hey, we got male and female and how we deal with men under 40 and men over 40 will be different. How we deal with women under 40 and women over 40 will be different. So now we've gone from two to four. Right. So then you go into the internal operations of the company and I go, who's who from the customer service side even save a sale or complaints or who's responsible for customers that are male under 40. And I start to split it up like it's a pinball machine. And then who's the marketing director, who's the cfo? Like I go into all of the pieces and I get the company organized. That 2x is the company. Then this, what he's doing. 43:11 RON LYNCH One at a time, each one of these things, we start to knock over all these bowling pins and there's this residual effect and that's where you get the 5X and the 6X. Okay. I have one client that we took him from 6 million in revenue to 250 million in revenue in the last 24 months on operations. And we're just starting this, so. And it's a supplement company. They're in the weight loss space. So my methodology for this is when it's proven over and over again. But I don't approach this like I don't give a shit about it. I hope that you can see that. I know. Yeah. 43:56 BEN AZADI We get that. 43:57 DR. POMPA I'm. 43:57 RON LYNCH I'm approaching your business as though I am an investor in the company. Yeah. You've just hired me on your board, and I'm like, let's light this bitch on fire. So how do we do it? We have to go back to the granular level and plan all of these war fronts and then step forward. And then we get the. Then they start talking about it in each one of those funnels. We're actually not buying customers, we're buying salespeople. Because if she goes to work and talks about us, we just dropped our cost of acquisition. 44:26 DR. POMPA Yeah. 44:27 RON LYNCH And that's my goal. 44:28 NICK VERGE I could speak to that as well. DR. POMPA, I met someone who knows you, Sam Womack. I don't know if you remember Sam or not, but were at a Internet marketing party, and literally the name of the event is Internet marketing party. 44:42 BEN AZADI Is that the guy from the checkout company, Sam Womack? 44:47 NICK VERGE No. Sam is. He is inside of it's hyperbaric chambers. He has a regenerative clinic and whatnot. And he does that. And then he sells the individual hyperbaric chambers and rejuvenation programs for wealthier individuals. And we're at this event and there's probably about 10, 12 people circled around us. And I really like talking to people who are a little bit on the spectrum, because it's like, I can really get to see the way they're seeing patterns that people don't see. And Sam, he'd admitted to that he's a little bit on the spectrum. And so I was just asking him questions about hormones, and I was asking him questions about cell health. And then I just brought up you because I knew that I was coming here next week. And he's like, oh, I love DR. POMPA. He's helped me see this, and this. 45:33 NICK VERGE And people were like, what do you mean by that? And he just started saying, well, like, a lot of people don't know this and go into the cell health and talking about that. And people were legit pulling out their phone and looking you up at that point. And he was like, you should listen to this podcast and you should do this. And he was just speaking about all that and what I've seen across all influencers of the health space. And I feel like I have a fairly good tap on it. Cause I love listening to this type of stuff is there's the scientists, and the scientists talk in a way that no one can understand. And then what there is there's these, like, bros and marketers who then study the scientists and they're like, oh no, that makes a ton of sense. 46:12 NICK VERGE Especially gym bros. Because the gym bros will just dumb it down to like a very basic level for everyone. And these guys are the ones that get a lot of traction online because of the fact that they're like, they're jack, they're this, they're like all the like Instagram esque stuff. And then from there that's how it hits like the general population. And so there's like the health enthusiast level that I think that we're speaking really well to right now. And a lot of what I think this will help us do is like I'm thinking about those 10 other people that were around us who had no idea about this, who thought inflammation is like, oh, I just take curcumin and whatever the heck it's called, like turmeric. And I do that. But I've never even heard about this. 46:51 NICK VERGE I think so much of this is just going to help us bring it down to again those 10 people that are around us that have no idea about any of this stuff. Because I think there is that level of like crisis person that's like they have no choice but to do this and they know this is the way and so they can start researching it. There's the enthusiasts like me and people who just want to study it. But how do we hit that entire segment of the audience who they're in that state and that frequency of neutrality, you know what I mean? We're not hitting them. 47:17 DR. POMPA We're not hitting them, I admit. And yeah, you know, the only reason we've done as well as we've done is because we have something the world needs. 47:27 NICK VERGE I mean we do. 47:28 DR. POMPA And it's unique answer. It works, right? It's like. And I'm good at communicating it from the ad into the webinar. However, that said, I mean I can easily, you see how we forced to 6x this just by doing what Ron is just saying. I mean we haven't done any of it. We haven't targeted women over men, we haven't spoken differently to women over men. From the ads to the webinars, the VSL's, whatever you call, you know, all the way down to the who's, you know, meeting them. You know, we haven't done any of that. So you know, it's. Yeah, I mean I, I see it. I, I know people very well. 48:07 NICK VERGE Right. 48:07 DR. POMPA And I even intuitively know all this. But you know, for me to, you know, no. 48:13 RON LYNCH When you're growing a business, you're scrambling to grow the business you don't have. You're now at the time where you can stop and go back. Okay, let's do some blocking and tackling here. Now I can tell you that the difference between you and Ben and why your audiences are different. And again, you're hiring me to tell you the truth. So I tell you the truth and I hope it doesn't hurt your feelings, but I tell you the truth. When I ask you a question, you answer with a male answer. 48:40 DR. POMPA Yeah. 48:41 RON LYNCH So guess who you're attracting? Mostly men. Mostly men, yeah. You're coming at it from analytical, logical, Pythagorean, abc. I got the proof. Credibility. That is a type of credibility. DR. POMPA is appealing to women because he's coming across as highly credible and empathetic. It's. I care and he's good looking. Not that you're not good looking. You're good looking. He's got. He's going to get that audience because they're looking for a guy that looks and sounds like him to give him. Give them the answer. And his communication style matches that Persona. So I actually don't think that you guys have succeeded on these products. I think that the products happen to work and that's fantastic. I think you've survived and grown on your personalities and I want to double down on that. 49:38 RON LYNCH I think you actually are the strongest assets in the company because I'm pretty sure I could put five or six products behind you guys that are different products. And you do just as well with them because you are the credibility. They trust you. This group trusts you. This group trusts you. And people don't buy without trust. And you're building trust first. And then they find out whether the product works and thank God it works and they're happy. That's where the growth comes from. But foundationally, you have the thing that you need, which is the it factor of both of you. So now how do we grow that and how do we do. How do we create a Dr. Oz space around you? Where. And again, when we had dinner, we had. 50:23 RON LYNCH I know we had this conversation because I think Vishen was at it and I think I said this to Vishen is Vishen. You think you're a pretty big deal, but nobody knows who you are mathematically. Your world knows who you are and you travel in that world. And so those people slather you with goodness and appreciation. But if I walk down the street with you in New York City and I say, who is this guy? People are gonna be like, I don't. I got no clue. 50:52 NICK VERGE Dr. Oz, though. 50:53 RON LYNCH I got no clue. Yeah, Dr. Oz has destroyed his own credibility in the process. He sold a ton of products, but now people are like, well, shit, that guy signs his name up to anything, and he's got that to contend with. Which, fortunately, he's getting money off of being a media personality. Not as much in the products, but if he had held that credibility, he could have two or three products that would be billion dollar products. And we know people that are not as famous as him that have products that are billion dollar products. He doesn't have one, but you guys have the capacity to have both, and you haven't tarnished yourselves. So that's. That's. I don't want to go into. Because this is science of psychology. 51:40 RON LYNCH I don't want to go into the science of psychology and discount the quality of the testimonials and customers. You have the quality of the product that you have and the quality of the personalities that are sitting in front of me. Those are assets. So I'm not. I guess what I'm saying in a polite way is you have all the ingredients. You just haven't fully exploited the audience. And so what I want to do now is since you guys are credible, you have good stuff, you have great personalities, and you're good communicators. Let's be more pointed about how we do that to fully maximize the revenue, connect with these people. Does that make sense? Yeah. 52:22 BEN AZADI Yeah, makes sense. 52:24 RON LYNCH Yeah. So when Nick said, hey, I want you to come in on this, and I looked at everything and, you know, we had the conversation. I went, I understand that your goal and Daniel's, you know, and it's a fair goal. Hey, we need a VSL that does this. I'm like, yes, you do. And now you can see why I adopted that attitude of, yes, you do. But do you understand you have a tiger by the tail here? That's just one of the things. That's one execution of potentiality here, and there's multiple executions for you. 52:59 DR. POMPA I mean, this needs to be dialed into everything we're doing from the top down, right? And, you know, a complete rethink. Seth, he. He's our doer, you know, he. He is the one going, oh, my God. But, yeah, I wish Daniel were in the room because, you know, I. I just, you know, I see this, you know, I. I see it as what we have to do to go to the next level. There's so much there's only so much market share. I mean, you know, we're marketing anyway, you know, with social media. 53:34 RON LYNCH Absolutely. 53:36 DR. POMPA We could spend probably 10 times the amount to try to grab more share the way we're doing it. Or we don't and we just target, you know, better. To your point. 53:48 NICK VERGE Yeah. 53:49 DR. POMPA Which I think will be a lot cheaper, easier and stickier in the end. 53:53 RON LYNCH And again, it's stickier because we're training each one. Each one of those customers is becoming a salesperson for us up front. They're going to know why they bought because this is going to be an exploration into them when they buy for their needs. The person who buys, the snowboarder who buys the GoPro can sell to the jet skier. They can say, oh, well, they've got a different mountain, it's waterproof, or hey, I know you got a pickup truck and you like to go four wheeling. But the GoPro thing works great on the pickup truck because I know they've got a mount for. It's not my game, bud, but I know the mud and the water and the vibrations, like I'm dealing with those same issues. You got to get one of these things. 54:38 RON LYNCH It's that kind of thinking of, oh, you can, they'll cross sell for you down the road if they know why they bought and they got the result. 54:45 DR. POMPA Yeah. You know, you don't probably even know this in our business model, but we have our. We have three verticals, right. We have a powerful program which we're discussing. We have Sega Solutions, which is the products I created within the program. It's a doctor only line and we have practitioners who utilize them as well. And then the third vertical is Health Centers. That is a certification program where we certify people in the process who want to go from pain to purpose and be a coach and help people. Some of them end up in public program coaching. Some of them just do their own thing. Some of them just want the knowledge, right. So they'll spend ten grand on a certification just to learn more or to take it somewhere. Right. Either way. 55:28 DR. POMPA But many people come out and pop a program and it's starting to increase just organically. But that they want more, Right? They want to learn more. So they end up in the certification. You know, we're gonna probably end up tapping you into that one day, you know, because it's the big thing, right. 55:45 RON LYNCH It's like it is the same thing. 55:48 DR. POMPA We haven't even really started to market that. And it's, you know, isn't that awesome. 55:52 NICK VERGE Like, we haven't even tapped it. 55:54 DR. POMPA We haven't even tapped it. 55:55 RON LYNCH Yeah, well, and you know, we. 55:57 DR. POMPA Haven'T even tapped our product, by the way. We. Our product line could go number one in the space. 56:03 RON LYNCH We just, you know, there's tons of potential there. And in a way, there's. It's funny, you're sitting in Utah. There's a bit of MLM built into that. Thinking of, oh, by the way, I. 56:13 DR. POMPA Thought it through, like a unilevel bi level thing of how we benefit because it's. How do you get them to benefit from building a mission? My thing is, yes, great social media is the way we've done this, but there's got to be a way to develop an army doing it. And that's how you really take a message to the world. If we get these people passionate about what we're doing, which they are, how do we get them compensating? How do we get them building it? That's always been my thinking, Ron. Always. 56:40 RON LYNCH They go, hey, I love this. I want to become an expert in it. There's a possibility for me to generate revenue for myself. For whatever reason, I don't like my job. I would love to do this. I have a passion for it forever. But I don't know. And it's easy to get excited about a training program and join it and get certified, but then how do I sell this? So there's the problem. There's a whole piece here that's missing, which is we have to have a sales training piece for those people so that in part of the certification is you learn how to actually develop the business so you're successful with the training. And that's another Lego to put on. 57:19 DR. POMPA We're doing that. We have a team over at health centers. But there's got to be an easier way even to benefit, right? 57:25 RON LYNCH I mean, sell the pump away business. 57:27 DR. POMPA People, people, you know, that's where that MLM kind of idea happens, right? Where there's an easier way. You know, I trained doctors on this stuff for 20 years. Benazadi, who's sitting across from you, was really my thinking of changing it. My doctors bastardized it. They always knew better. They always would bring it in and do a part of my stuff, their stuff. And people go, oh yeah, I did pump and stuff. And they're like, what you did? What? It was like, oh my God. It's like, you know, so I realized that Benazotti, this other gal, Tammy, right? Like, they did exactly what it should be done with more success. By the way, than the doctors every time. 58:06 NICK VERGE Yeah. 58:07 DR. POMPA So when I looked at it, I was like, it's the, you know, the person coming in passionate, whose life changed, who becomes the greatest way to reach the world. You know, Ben has reached more people than any of my damn doctors because my doctors are stuck in their head. 58:21 RON LYNCH Yep. 58:21 DR. POMPA You know, it's like not Ben. It's like, so it's like the certification program was like, you know what? I'm certifying Ben's. I'm going to make beds. Right. It's like, you know, I mean, very few are like him. Well. 58:32 RON LYNCH And you'll notice that it's very difficult for a doctor to grow a practice and maximize their revenue beyond that moment. Yeah, they top out and there's a revenue cap. But something like this gives them the opportunity to have what's essentially royalty income outside of the 9 to 5 Monday through Friday of their practice. You can generate a whole gigantic revenue stream. Stream that's as valuable as the practice which actually could be sold. That revenue stream could be sold. That's a company within a doctor's practice or could be his retirement or her retirement. 59:14 RON LYNCH One of the keys to this, back to the, to what drug companies do MLMs do like people who are successful at this, that hey, we're going to turn our business into a sub business for somebody else is part of certification is annual get together with a training that is we keep you on track and that those annual meetings of hey, we come to, you know, Salt Lake or we come to Kansas City or wherever, the Bahamas, wherever you want to do it just to maintain certification at a certain level. 59:44 DR. POMPA We're doing. Actually we do a yearly seminar. Exactly. Yeah. And it's enter that conversation because I think we need to team up on that as well. And that's another conversation. 59:55 NICK VERGE Right. 59:56 RON LYNCH I just want you guys to get the other. Get the gist that I'm not a guy that just knows how to sell a bottle of this. 01:00:02 NICK VERGE Yeah. 01:00:03 RON LYNCH Like I'm the CEO of four different companies that have consumer goods. Some of them are technology. Like we're in all kinds of areas. The skill set that I have is based upon under goes back to me being a grocer and running a 36 store grocery chain. It's opening audiences, creating understanding supply chain, understanding all the pieces of it. And this though is the most important thing. The psychology of the last mile to get the user, turn them into a salesperson, get them. And I mean this in a kind way. Addicted to the product and a believer in it. So they propagate the brand. 01:00:43 DR. POMPA Yeah. 01:00:44 RON LYNCH And at some point we got to get to what the brand means. 01:00:46 DR. POMPA Yeah. 01:00:47 RON LYNCH Could I add something? Please? 01:00:48 NICK VERGE Go ahead, DR. POMPA. I went ahead and I looked up on Twitter and I saw that you weren't like really active on there as much. And I think that speaking to what you were talking about with the health centers and the certification program, if you want to scale that up, man, it's Twitter. Like the reason why I personally believe is Twitter is four years ahead of everything else. Because what you have, as I was explaining earlier, you have these science based gym bros and they don't want to post on Instagram all that much because what requires you to go viral on Instagram is like looking pretty and looking good and like, you know, a lot of like talking head stuff. Whereas what they really want to be known for is like their intelligence and the fact that they. 01:01:29 NICK VERGE Yes, I'm jacked, but it's like I want to speak to science. And there's so many of these guys, I can rattle off eight of them right now who have hundreds of thousands of followers that first and foremost you have a massive audience, that if you just hit them up and said, because I see, you know, even your podcast, a lot of these are doctors. But if you were to bring on some of these more notable health influencers, I think first and foremost one that brings over people to Pompa program and to the varying different doctors that you have inside of there, but also to the supplements and what you guys are selling. 01:02:00 NICK VERGE But for the health centers, I think that if you were to do a targeted approach towards, let's say 10 of these different guys on their podcasts or bringing them on your podcast and doing a swatch where swap where you guys over to their podcast as well, and then you as well posting more consistently on Twitter in the formats that work on Twitter. Because it's not just posting links to podcasts, it's like threads, long form posts, lives, you know, even spaces where you're going live with a couple different doctors and inviting a panel in. I think one that would do a massive number on engagement and people coming to find you. 01:02:38 NICK VERGE Two, I think you would have a whole wave of guys my age to 40 that would go head over heels to become more credible in their ability to coach people on a health level. Because it's like weightlifting, it's Fairly simple hypertrophy, 8 to 12 reps, like you want to continuously keep increasing the weight and then just eat clean. But there's so much of that's missing on the health level that now what's starting to take place. And again, like I said, Twitter is four years ahead of everything, always. And I really do think that the reason why is because it sounds so crazy, but a lot of these guys are on the spectrum and they start posting in such elaborate manners that it attracts. And think about what Twitter is. It is an intellectuals platform. 01:03:24 NICK VERGE So I can read and I can go through, like, it's not just bing bong reels and just going through it. It's people like, going through and wanting to read stuff. 01:03:33 DR. POMPA We probably need to hire someone that. 01:03:34 NICK VERGE Knows Twitter very well. And I can definitely connect you on a couple people there. I would love to help you. 01:03:40 RON LYNCH That goes out even to other channels of channel multiplicity and uniformity on a daily basis. 01:03:45 NICK VERGE Yeah. 01:03:46 DR. POMPA Anyways, yeah, Daniel needed to be in the room, you know, I mean, that's his department. Like, you know, we should be approaching Twitter in that way, because you're probably right. That's more my personality. By the way, I did podcasts before anyone did them. I mean. 01:04:00 NICK VERGE Yeah. 01:04:00 DR. POMPA I'm so early and I got bored with them. I stopped doing them. Yeah. So I'm restarting my podcast this year. 01:04:06 NICK VERGE And I think it's such a great way for you to be able to tap into those audiences. 01:04:09 RON LYNCH Yeah, I get why it becomes boring because you don't have the visceral feedback like a talk show. Like, you don't have an audience. By the way, that's what I want to do different. 01:04:18 DR. POMPA I don't want us to sit there and interview someone again. I did that for how many years? You know, it's like, I. I want it to be more entertaining. So I want, like to have, like, you know, that entertainment aspect of it where I have my hosts or two that are on all the time. We're bringing guests on. We're actually. I'm playing games with my guests. I mean, I have all these ideas, you know, where I really want, and then just extracting knowledge so people learn better when they're being entertained. 01:04:43 NICK VERGE Yeah, yeah. 01:04:44 RON LYNCH And having production design up front. Yeah, that's if you have those ideas. And then maybe that's a completely different day. We can sit down and do production design of a show of going, hey, we have a format. 01:04:57 DR. POMPA I need someone to brainstorm with it, produce it. 01:05:00 RON LYNCH Right. 01:05:00 DR. POMPA It's like, because I have the ideas, but it's like, I just have to. 01:05:05 RON LYNCH You know, so I'll put a big. I'll put a big yes and a star next to that, but that's a completely different day because that's a deep dive into a whole. That's like saying, oh, by the way, we want to build a house. Let's go do the architecture for that. 01:05:18 BEN AZADI I will say that, DR. POMPA, that's how I actually initially discovered you through your podcast. Yeah, that's how I initially became aware of your work. Might have been 2015 or so, but yeah, that's how it started for me. 01:05:30 NICK VERGE Just to create a separation to a distinguishment. And also another person we know, the gentleman who is dating your daughter Cam. So Cam, very good friend of mine, one of my one one private clients, I explained this to Cam and he understood it. And then with clients as well, there's really, I think like three types of content. And what Cam is a wizard at and is a genius at is growth content. This is when I say bing Bong stuff, it's like, how do we get a million eyeballs on this? And he's so good at thinking about things in terms of virality. But what I see a lot of people do is they only make viral content and their audience is growing. 01:06:10 NICK VERGE But then like you put a $10,000 program in front of them and they're like, I don't know, this isn't like, I don't understand. 01:06:15 RON LYNCH All the interstitial steps are missing. 01:06:17 NICK VERGE Exactly. And so I think having someone like Cam for some of your viral content, like you're talking about games, like literally interviewing health coaches, like you know, every time you don't know the answer to a question, I'm going to put another 10 pound plate while you're holding this or whatnot. He's so good at that. But what I think you also need is someone who's able to take your high level intelligence and bring it into the written form. So you have content that's also educational and is sharing things with people and isn't just like, again, bing bong, but is also sharing that with people and then as well personal. So like, hey, here's a ritual me and my wife do every single Saturday. We've been doing this for 10 years. Just throwing something out there, right? These types of things. 01:06:56 NICK VERGE I find that with social media it's very easy for people to see one person or get one philosophy from someone, then just be like, well, this is working. Let me just slam that button a million times. But what I'm working always trying to optimize with clients is like, it's, there's branding and then there's direct response and I want branded response. I Want both those. I don't want to be in between, because it's like branding people. We can't track anything. Direct response people. We lose the soul of it. And it's like, how can we get a good mix where we can't necessarily track everything yet? We can see an engagement and improvement, and a big part of that is stepping into those other forms of your content, and I'd love to brainstorm on that as well. 01:07:35 RON LYNCH Okay, well, we're recording this session, by the way, so we can create a document for Daniel, because he's not here at the moment. So that's. I want you to understand that we got. We're gonna get all this information together. 01:07:48 NICK VERGE Yeah. It's not like it's gonna fade away. 01:07:50 DR. POMPA Yeah. 01:07:51 RON LYNCH I'm gonna hit the head real quick. When we come back, I want to. I want to go from problem, because I think we're pretty clear on this is the problem we saw in the world, and this is what we're doing to solution. And then inside a solution, we have to find a way. And you probably already have this. Why are we unique? What are the key steps that the person makes? Why is our solution unique from other people's solution in the marketplace? So I took a photograph of that. If you want to erase and start over. I'll be right back with his head real quick. 01:08:20 NICK VERGE If it's any comfort to you as well, DR. POMPA, your daughter's dating a very good man. I love Cam. He's a. 01:08:26 DR. POMPA You know what? I tell you what, I. I love him. And I mean, I just, you know, getting to know him, and I'm like, man, solid. 01:08:33 NICK VERGE He really is man. Like, you know, we. I lived with the same building as I lived in the same building for a while as your daughter as well. Like, I knew we didn't know each other. Like, we would talk often. I kind of have a philosophy that, like, if I'm not dating someone, I usually, like, I kind of keep separation there because I don't know what's going on there. But I always saw her dogs, though. I'd be in the hot tub, and this poodle would run up to me and, like, lick my face. I'd be like, thank you. Appreciate that, and then run away. And it was always just like, hey, nice to see you. I hope you're having a good day. 01:09:00 NICK VERGE But, yeah, Cam is a solid dude, you know, highly religious, knows his Bible, has actually read the Bible, which is, you know, I mean, shocking. But, like, most people, they're like, I'm Christian. And they haven't read the Bible and all around. Just a good guy, man. He's a really good guy and he has a good heart. What I've been having to do with him though, like, we had a great call the other day. He's like, you know, a lot of our coaching is us talking about what assets do you need to build. And so we have this call like two weeks ago and it's like, all right, before people get on a call with you, they need a vsl. Like they need like, yes, they've watched and they booked it. 01:09:34 NICK VERGE But now after they booked, we need a thing to pre frame them before they get on the call. Dude, you're right. Yeah, we should definitely do that. Okay, so we like brainstorm the entire thing out. We get the structure out and it's like, so you can do this? Yeah. When are we going to get this done by like, I'll get this done over the weekend. Then Wednesday, I'll do that. Okay, how about let's do it that Thursday you do it and so you have an extra day and let's really make sure that it's good for those days. Got it. Then the next week I hit him up on Wednesday, hey man, are we ready to shoot tomorrow? I'm not going to shoot with him, but I just try and hold him accountable towards it and he just doesn't respond. 01:10:05 NICK VERGE Then Thursday comes and I'm like, hey man, you shoot. Like I know that what's going to happen? Like, I know because I know Cam. He's like, hey man, are you shooting today? And then he's like, sir, I'm sorry, I'm busy right now. And then it goes to the next day and it's like, he's like, I'll get to it this weekend. Weekend goes by, it doesn't hit it. Then we have our session this week and I was like, so do you have the thing ready? Do you at least have the script ready? And he goes, I haven't done anything at all. I was like, I know. That's why I was like, let's maybe expand this out. We had such a great talk about primary creativity, which is idea generation and is literally just downloads. 01:10:40 NICK VERGE Like it's allowing yourself space to open up so you can bring in more. But secondary creativity is just all discipline and like sitting down and writing sitting down and whatever it is, filming, it's like the actual thing you need to do. And I really do think that's his next chapter is like that again, just dialing in all of those. Like, I need to do this. I have to do this at this time, because he's so like, I want to go to this. Yes, I'll do that. Yeah, I'll do that. And then he ends up in a position where he's stretched out in 100 directions, and we got to, like, reel him back in. But, dude, like, his trajectory, because he's 20, 21, 22, something like that, dude. 01:11:16 DR. POMPA Yeah, I think he's 23. 01:11:18 NICK VERGE Yes. I mean, dude, like, I tell him all the time. That's how impressive he is. And on top of that, also, it's just like, you know, he really does have that level of, I think, upward projection. Like, he's. He's going places. And I tell him this all the time. I'm like, dude, just keep being who you are. Keep doing the creativity. We need to make sure we're doing the things. And I'm gonna save you, like, six years that I wish I had earlier that, like, I didn't have Ron in the beginning. When I found Ron, my revenue produced for clients went from 5mil to 50mil. And it's because he just taught me thorough. He literally told me, I want you to take the word thorough and write it on a post it note, and then just put it at the top. 01:11:57 NICK VERGE We got Seth calling us right now. I don't know if we. This is whose laptop it is. 01:12:01 BEN AZADI I think it's Daniels. 01:12:02 NICK VERGE Okay, I'm gonna. I'm gonna. I'm gonna. I'll just call him on my phone. Give me one second. 01:12:07 DR. POMPA What's wrong? I can hear you. 01:12:08 NICK VERGE Oh, no, it's Seth. He's just calling right now, and so I'm. I wanted to. I wanted. No, no, I think he's here, and I just. I want to go grab him real quick. 01:12:19 DR. POMPA Has he been in the room? 01:12:20 NICK VERGE No, no. 01:12:21 BEN AZADI He's getting here now. 01:12:23 DR. POMPA Damn. 01:12:24 RON LYNCH But it's being recorded. 01:12:25 BEN AZADI It's being recorded. 01:12:27 DR. POMPA All right, well, let me go to the bathroom while he's doing that. 01:12:30 RON LYNCH No worries. 01:12:37 DR. POMPA There are different. PART 2 00:01 NICK VERGE I'll put this down and I'll be right back. 00:02 RON LYNCH So. 00:03 BEN AZADI Yeah, that's awesome. 00:04 RON LYNCH All of this will. It's very repeatable. And one of the really fundamental things, as I teach them, is if we get them, most of us just charge off on this journey and we don't point our compass. If I leave San Diego and fly east towards Paris and I don't check my compass heading and I miss it by three points, I'm in Kuwait. Like, what we do matters. And so all of these things that might seem like they're granular or too detailed or maybe, yeah, we should do that someday. If we do them today, then each one of those planes makes us not an air transporter, but an airline. We become the network that we want to be, but then a network is made up, and that's what the ultimately. Like my men, I still have a mentor. My mentor is Jorge Lamont. 01:05 RON LYNCH He owns InBev, he owns 3G Capital. So he owns 60% of the beer brands in the world. About seven years ago, we're sitting together and we're talking about a brand, and he goes, you don't understand what you're doing. I'm like, shit, I was 50 years old. I'm like, how dare you say that to me? But he's 70, so he's like, okay. He goes, I own Budweiser, Miller, Corona Stella. Like, he owns 60% of the beer brands in the world. He goes, I am now going to Africa, and guess what I'm gonna do there? I said, sell beer. And he goes, no, I'm building water factories. He goes, if I have fresh water, I have all of the marketing already done. 01:48 BEN AZADI They. 01:48 RON LYNCH They want all the beers. They can't get all of the beers. But if I have one water factory, I can make all of the beers with the same water. And I can flood a continent, the thirstiest continent, that has 1.4 billion people that have been pre sold Budweiser and Heineken. All I have to do is put the product in front of them. It's distribution network. We're building a distribution network here. We're not building a sales funnel. Because if we build a distribution network, it's sustainable. It can take hits one of the lines and we can drop more product into it and flood the network with dropping one more product. That's how we eventually go from 30 million to 50, or how we go from 300 to 600. Oh, how do you get from 600, how do you get to $600 million in revenue? 02:45 RON LYNCH Get to 300 add a product. That's literally how you do it. Because the network's in place. You just add three products to your 300 million dollar network. You add three line extensions. And OxiClean proved that to be true for us. We sold Oxiclean in a little two pound tub. When eventually OxiClean was sold, it was sold to Church and Dwight. Like what? It wasn't sold to Procter and Gamble. It wasn't sold to Unilever. They bid, but Church and Dwight wanted OxiClean. They had one SKU in grocery stores, Arm and Hammer yellow box laundry detergent. And the minute they bought oxiclean they went 10 wide. They have 10 SKUs and they took over Tide and Purex. Everybody else got shoved out and there's this huge yellow block now in every Target and every grocery store. 03:39 RON LYNCH It's Arm and hammer in eight different flavors all powered by OxiClean. Because they were the only one with OxiClean. OxiClean as an ingredient was that powerful of a marketing tool that they. Does this make sense? Yeah. So that's where my thinking goes is I'm not trying to just sell your product. I'm trying to take the assets that you have, which is his credibility, your credibility and the testimonials credibility, which is all of that's the credibility of the product and build a distribution network that's so tethered and powerful in women over 50, women under 50, men 40. Like that's the network is the people. And once you have that network in place now you can add training programs, other products, beverages, whatever the heck it is, if you're a trusted network. 04:34 RON LYNCH And so that's my thinking and all of this backs up to go back to what the blocking and tackling here. What's the network we're building so that my questions are really around that. Does this make sense? Does this make sense to you, DR. POMPA? 04:51 DR. POMPA Yeah, totally makes sense, man. Okay, again, I wish Daniel were here. We should have pulled him on. 04:59 RON LYNCH We'll have the recording. We'll have the recording. We'll have a transcript for him. So let's go to Ben's point here of let's do diagnostics on these different people. 05:10 BEN AZADI Yes. There's a list of symptoms that. 05:12 RON LYNCH Who are the people? 05:13 BEN AZADI Those who are pre diabetic, insulin resistant and have no idea they have an issue. Then there are people that are fully diabetic diagnosed. They know they have a problem. 05:29 RON LYNCH See, this is where I was going to on the first, when very first started an Hour ago I was like, who we got? 05:35 BEN AZADI Correct. Now you're that which sparked my. 05:38 RON LYNCH Now you're there. 05:39 BEN AZADI My idea here. 05:39 RON LYNCH Yep. Okay. 05:40 BEN AZADI So those that are insulin resistant, pre diabetic and have no idea. They. They are. They feel tired after eating a meal. Tired after eating. They have irritability, as you mentioned earlier. Irritability. They have skin tags growing on their body and they're like, why are. Why do I have skin tags? What is this? What is this coming from? 06:07 RON LYNCH This is me, man. 06:09 BEN AZADI Yeah. Brown patches around. 06:11 RON LYNCH I went and had skin tags removed not knowing what it was. Yeah, yeah. 06:14 BEN AZADI That's what they do. And then they just keep coming back. 06:17 RON LYNCH You see how that's a top funnel ad right there? 06:18 BEN AZADI Yeah, yeah, I do. What's the truth. 06:21 RON LYNCH What's the truth behind your skin tags? 06:22 DR. POMPA Yeah, the more specific something is they say, oh, they know me. 06:27 RON LYNCH Yeah, exactly. 06:27 BEN AZADI Yeah. 06:28 RON LYNCH Do you. Do you have skin tags under your arms, back here or neck? 06:33 BEN AZADI Eyelids? 06:34 RON LYNCH Get your body telling you. Your body's telling you something. It's a secret. You want to know what the code is? Click. 06:39 BEN AZADI Yeah, yeah. Brown patches underneath the armpit. That's another common symptom. Feeling thirsty all the time. And excessive urination. 06:52 NICK VERGE What would be classified as excessive? 06:55 BEN AZADI Waking up in the middle of the night two to three times to urinate. Maybe can't go more than two hours without having to go urinate. You're on an airplane and you have to get up multiple times. It's annoying. 07:06 NICK VERGE How many times a day would be like. 07:08 BEN AZADI How many times a day? Probably like 10 plus times a day. 07:12 RON LYNCH It's going to be the urgency, though, because this was one of mine. 07:15 BEN AZADI Yeah. 07:15 RON LYNCH Is I used to have to pee. I can give it 20 minutes. I can give it a half. I can. No, I got pee now. 07:23 BEN AZADI Yeah. 07:23 RON LYNCH Like you're like, oh, my God, I got a pee. 07:25 BEN AZADI And you did you. 07:26 RON LYNCH This is one of the things you. 07:27 BEN AZADI Feel like you're not really fully eliminating as well. Like you've done it. 07:30 RON LYNCH But then it's like, yeah, you're describing all of the things and you're. Now I forgot. 07:35 BEN AZADI Yeah. 07:35 RON LYNCH Like I was. I fly a lot. That was a big deal to me. 07:38 BEN AZADI Yeah. 07:38 RON LYNCH And I forgot. That's one of the reasons I went to the doctor. You're right. Just like, this is all. This is me. 07:43 BEN AZADI Yeah. 07:43 RON LYNCH Okay. Keep going. 07:45 BEN AZADI You know, gaining weight, they're gaining weight. No matter. You know, they're maybe exercising yet that they're still gaining weight despite exercise. Now that. That's as it progresses for males. Then it's erectile dysfunction. I don't know if that's necessary. I guess it could happen in that stage, but it's full on, you know, once they're full on diabetic. But ED is a big problem for guys in that category. For women it's pcos, but that's diagnostic, so it's not necessarily like a feeling. But PCOS is a sign of insulin resistance and then eventually they're diagnosed with diabetes. 08:24 RON LYNCH I don't know what PCOS is. 08:25 BEN AZADI PCOS is polycystic ovarian syndrome where they get cysts in their ovaries. So infertility is something that happens there. 08:33 RON LYNCH Is there pain associated with this? 08:35 BEN AZADI There is pain associated with it, yes. Infertility is usually the diagnosis there. 08:42 NICK VERGE So if I could ask something here too. So I would say that, like I'm in fairly good shape, like I work out consistently. I'm not overweight by any means. I don't have like washboard six pack abs, but like I look good, but yet I still have that. Like a lot of what you're saying. And you know, my test shows it like I had that pre diabetic statics on there. And so I have it where it's. Sometimes I'm tired after eating. Depends on what I eat. Irritability definitely happens. Like little things will happen on the laptop and I want to throw it through the wall sometimes the skin tags. I am kind of a naturally moly guy. Like since I was a kid, my whole family has moles, so I don't know if that necessarily was the one for me. 09:21 NICK VERGE And then the other one's not so much like gaining weight. Erectile dysfunction. The thing I wanted to ask was what is it specifically that's not functioning like kind of going into. We have like the reasons why or the. Or let's say the end point. 09:36 BEN AZADI Like. 09:36 NICK VERGE Yeah, yeah. What is the reason why it's happening? We can go down into each one of these because I feel like that's pretty much everything. Unless you have other ones that you. 09:44 RON LYNCH Think we gotta do diabetic at the other side. So you want to skip through that list. Okay, but before we do that, is there DR. POMPA or Bendy? Is there anything you want to catch Seth up on from the first hour to get him up to speed? 09:58 BEN AZADI Sure, there's a lot, but yeah, there was a lot. Well, what we're doing here is we're speaking to different audiences, males versus females, and then different ages, but also different stages of the diabetes. To Ron's point earlier, we're just. 10:12 DR. POMPA I Lost my sound. Hang on. 10:17 BEN AZADI Can you hear us now? 10:18 DR. POMPA Yeah, I can. 10:19 BEN AZADI Okay. If we're speaking to a general audience, we're missing a large percentage of them is what I got from Ron. And you can explain this better than I can. So what we're doing is we're identifying what stages they're in. Somebody in this stage that we just described their symptoms, they don't know that they have a problem in terms of diabetes or pre diabetes. They just know they're dealing with these weird symptoms. So our communication would be different for them versus somebody who's already diagnosed with diabetes. And Ron is a perfect example because he was in these early stages not knowing. He just thought he was getting older. And then he got diagnosed with an A1C of 12.5% is what you said. 10:57 BEN AZADI So we're kind of outlining the different stages they're in and the symptoms they're dealing with and how we would communicate that to them. 11:03 NICK VERGE Gotcha. 11:04 BEN AZADI As the early stages. And what else did we. 11:06 RON LYNCH Yeah, that's a perfect characterization. And it's this. We think we've gone been going to battle, selling, leading with a shield. This big flat thing where we're getting everybody with a shield and we've got four spears and arrows over here and we haven't fired a single one of them. This is a more efficient way to close individuals. Now that we've got the revenue and the methodology and the product and the testimonials, let's start matching up our testimonials with more specific audiences and more specific dialogue that goes, we're nailing people and selling them and training them to go get more people like them because they're never going to pick up our shield and go sell, but they will pick up our spear and go sell if we train them to close the loop as well. 11:57 NICK VERGE On what you and I discussed over the phone. I know, just kind of reverberating. What we had already mentioned was that were very adamant about VSL and the answer is like, yes, we need a VSL yet that's one of like 80 spears, you know, or 80 things that we have. And I'm just using kind of a random number there. But the main thing that we've kind of concluded is the immediate low hanging fruit that we know we can do with Ben's audience is creating a VSL that has some level of a quiz before it. That's a very open ended question in the beginning. Hey, are you struggling with symptoms like this? 12:28 BEN AZADI Da da. 12:29 NICK VERGE Yes or no. And then, well, this Shows up differently for men and women. We'd love to show you the solution. Which one are you. Are you male, female? And then from there, having two separate VSLs, one that speaks in a masculine way and one that speaks in a feminine way, and having it be where we have just those two. So that's like, I think what our immediate. Once we're done here, that's the next thing that we're going to tackle. But then there's a whole lot of stuff for the general campaigns for DR. POMPA's VSL, for the other products as well they have, which was the. 13:02 DR. POMPA We need to be applying this to everything that we already have. And that's what you missed, Seth. You know, I was really upset you and Daniel weren't in the room for most of the conversation this morning because it's, you know, going to the next level and everything, you know, is already right here, you know, meaning that we're just not targeting people, males, females, you know, we're absolutely not, you know, walking them through even to who they meet, whether. Based on who they are. So, I mean, that was part of the big discussion. And you're gonna have to watch the recording. 13:41 NICK VERGE Yeah, I'll get a transcript together and everything, so we'll be able to like, have it so you guys can go through. We have. I don't know if even the computer's recording or not, but I know for a fact I have the audio and then I can transcribe it. So it'll probably be a little quicker. So you don't just have to sit there for it. But yeah, that's pretty much. I think that's. 13:56 DR. POMPA And by the way, guys, on the bird avatar can be also tweaked for this same metabolic issue, you know, so I developed set for birds that people want to know where they are. Right. And. And two of the birds are specifically who we want. Right. 14:19 RON LYNCH Well, do you mind just running through what those are just for our own? Because I'm super curious. I love that kind of stuff. 14:27 DR. POMPA So we have the canary carrying the coal mine. You know, these are. These are the struggling detoxers, right? They end up with many different things, but three years toxins accumulate at a very high level due to poor detox pathways, energy levels low, they're prone to fatigue. Health indicators, frequently experience anxiety, brain fog, sleep disturbances, very sensitive to chemicals, often have thyroid and adrenal issues, body temperature lower than average, health issues, prone to various health conditions, both, you know, from autoimmune allergies, gut problems, diabetes, and then demographic, it's usually split between men and women. And then you have the turkeys as we call them. They're typically not sensitive to food, chemicals or supplements. They're very little. They talk very little about their feelings or their symptoms. Turkeys do. And turkeys seem to just die with literally with little warning. So it is odd. 15:34 DR. POMPA These are actually real and these animals are actually very much like this. They tend to live an average lifespan however and their detox tends to be a little bit easier for them when they actually do. Detox tends towards more introverted. Higher doses are typically needed for these people. They tend towards heart disease, cancer and diabetes. Then you have chickens which are very sensitive to food and supplements like a canary. But a very emotional, more emotional people. These are typically 70% are typically women. They tend to be more extroverted whereas turkeys are more introverted. Typically detoxing is hard for them very. Or they tend towards conditions like chronic fatigue syndrome, fibromyalgia, mcs multiple chemical sensitivity inactive by nature. Typically high concerns for other people, especially family members. Anyway, so I went through then the last one is the lazy and albatross which actually I. 16:37 DR. POMPA They're the longest living birds and they can withstand a lot of stress and toxins and they live long. And I compare them to extension area and so that's how I cross referenced it. And they possess average, higher than average detox efficiency and pathways lives long healthy lives often exceeds average lifespan. Energy levels are typically very steady. Their emotions and rhythms are very steady sensitivity unaffected by foods typically supplements or chemicals. Diet eats moderation able tolerate most foods without negative effects. Demographic 78 and this is an interesting reality. 78 to 80% are women. Usually extroverted and very open. Highly positive people. Typically emotionally aware, forgiving sleep quality is typically very good. Anyway, so then what I did is I came up with questions to which one would lead you to which one you are. 17:41 DR. POMPA And again, you know, actually you can even tie glucose levels into this because lazy and albatrosses typically have very normal to lower glucose over their lifespan. And even metabolism is tied to a lot of these birds. Canaries are very like, you know, almost they run, you know, they run it like a low body temperature which is actually a low metabolism but they run high cortisol. Anyway, so you know what I want to do is then basically target, then give people if you're this, hey, do this. Here's things you should do and things you should avoid. And then of course, oh, if you're this and you have these Symptoms. You need to watch this. And then it leads them to my VSL. 18:27 NICK VERGE Am I right thinking that, like, that's 40Ibs. 18:30 DR. POMPA I spent hours on this. So we haven't even used it yet. 18:33 BEN AZADI I love it. 18:33 RON LYNCH Yeah. The VSL could potentially be one that says, hey, that explains the science of. 18:41 BEN AZADI How we got here. 18:41 RON LYNCH Because the solution's ultimately the same. 18:44 DR. POMPA Yeah. 18:44 RON LYNCH Okay. 18:45 DR. POMPA Yeah. 18:45 RON LYNCH So let me just spit out a couple of quick notions while we're there. I'm going to give you only two. 18:51 DR. POMPA Of those birds, the chickens and the canaries. Turkeys won't. Turkeys won't do anything about it. 18:57 RON LYNCH Yep. 18:57 DR. POMPA Right. Turkey, typically the male, who just goes, yeah, yeah, Right. It's like they're sick. And then albatrosses. These people are healthy. We don't want them anyway. 19:06 RON LYNCH Yeah, they're not going to hear you. They don't. They're not customers, which is. But it's fine to identify not customers and say fly away. I got no problem with that. The thing that I'm about to say is not. And I may have said this to you guys in the earlier meeting, this is not proprietary. I'm not telling you should use it. I'm telling. What I'm saying is I have said this to other people that are in this pre diabetes space. There's an upside to pre diabetes and discovering it changes your life. As I just showed you the picture of me, it changed my life. Being diagnosed was a blessing. It saved my life. It added statistically seven years to my life. Just getting the information and taking action changed my life insurance expectation. 20:07 RON LYNCH I changed on the actuary table by changing the metabolic factors like A1C and my weight. So obviously I dropped 45 pounds with no work, by the way. There was just. So where that led me to is I wasn't diabetic. I wasn't pre diabetic. As I'm talking to consumers, I had something called stubborn muscle syndrome. Stubborn muscle syndrome is that you live long enough, your body is not producing insulin to allow your muscles to burn glucose. That's what diabetes is. You're not burning glucose. You're storing this fat. It's not. The fat isn't the problem. 20:53 NICK VERGE That's the proprietary thing you're saying. 20:55 RON LYNCH It's not proprietary, but it's a very simple concept that. So have you heard of the term toxic shock syndrome? 21:03 DR. POMPA Yeah. 21:05 RON LYNCH So you're too young to have heard of it. Okay, no offense, but in about 1983, 1982, a woman died from something called toxic shock syndrome. It didn't exist when she died. It existed a week later because they discovered that she had left a tampon inside of her body for three weeks, and it got infected and she died from the toxicity of the. Basically a staph infection. So she died of a staph infection, but a reporter got a hold of the information and made up the phrase on a Friday afternoon called toxic shock syndrome. 21:46 DR. POMPA By the way, here's the gentleman that. 21:48 RON LYNCH Discovered it right here, wrote an article, sent it out, and the AP wire picked it up. And toxic shock syndrome was born on ABC News on a Monday night and suddenly was, oh, OB tampons, rolls their tan. Suddenly there was a whole tampon manufacturing discussion and how we use tampons. Like you can see, none of that was actually connected. It was manufactured. So I'm saying there's an opportunity here to not use the phrase diabetes or pre diabetes around ftc, fda, SEC issues. So we can think about ways to talk about this, because no one's going to stop you from saying you have stubborn muscle syndrome. Oh, what's going on? 22:35 DR. POMPA You know, one thing that's worked for us is if you say to them, you know, get them to identify with something and then say, you. You may have something called central hypothyroidism. Oh, what? What? Maybe that's my problem. 22:51 NICK VERGE Exactly. 22:53 DR. POMPA So you may have this, right? It's like, well, I want to know. 22:56 RON LYNCH You're speaking my language. Yep, That's. It is you. You may have wild unicorn syndrome. Okay, so what's wild unicorn syndrome? Then we get to define what wild unicorn syndrome is. We can do that over and over again. So that's bird type. That's. You have this thing. And I just need to have a logical explanation, because now I can explain to you what stubborn muscle syndrome is. Your muscles are refusing to burn glucose, and you have stress, and the cortisol is making you store this stuff all as fat. Because you do realize there's people that eat the exact same quantity of foods that you eat, and they're not fat. 23:36 DR. POMPA And by the way, a term that we kind of put on the map is closed door syndrome. 23:42 RON LYNCH Great. 23:42 DR. POMPA And the reason why is. Meaning your blood levels of insulin can be normal or high. But why don't you feel well? Well, it's because it can't get in the cell. 23:55 RON LYNCH Yep. 23:56 DR. POMPA Closed door syndrome. The better question you should be asking is, what's closing your doors? You know, why. Why are you not utilizing insulin properly? 24:04 RON LYNCH Yep. Now, these things for these folks, I'll give you some examples of ways we can talk about. Do you find your. What's the thing that you look for after dinner? Is it the couch? 24:20 BEN AZADI It's good. Yeah. 24:23 RON LYNCH You've had dinner, you know, you should be full. But it's 9 o'clock, you're ready for bed and you find yourself in front of the pantry staring at the peanut butter and the Ritz crackers. Why? That's actually a symptom of this. You shouldn't feel hungry at 9:00 at night. Your body is telling you have a blood sugar imbalance that it's expressing as hunger. And you get what's called a craving. A craving is your brain saying, I need to put calories in me and I want some sugary, yummy carbohydrate ones. That's actually a symptom. Right. So these are ways to talk about them and go, oh, shit, that is definitely me. Because I may not say, oh, I'm tired after a meal. But if I can relate that to an actual behavior that someone has. 25:16 RON LYNCH Once you eat, you gotta lay on the couch for half an hour and your wife's pissed off because she's doing the. She's loading the dishwasher. When's the last time you helped your wife load the dishwasher? Well, I can't because I'm too tired after a meal. Like, these are dialogues that make people go, guilty as charged. 25:31 BEN AZADI Yeah. 25:31 RON LYNCH Okay, so it's thinking about these. So let's go to the diabetic person. And how do those symptoms express? 25:40 BEN AZADI Yeah, I would just add on the pre diabetes side. One more thing. Snacking for energy, like they're constantly grazing. Snacking just to keep their energy levels up is a really constant one. 25:52 DR. POMPA Yeah, people say it all the time. If I don't eat, I get irritable and I get extremely weak and tired. And that's why they're eating 17 times a day. 26:01 BEN AZADI Exactly. Yeah. Okay, so that's on the pre diabetes side. On the diabetic side, then we have the neuropathy. Right. Why do my feet feel like there's pins and needles? It feels like they're on fire. My toes feel like they're on fire. 26:18 RON LYNCH So pins. 26:23 BEN AZADI Needles, that's a neuropathy. Usually in their feet. Could happen in their hand, their fingers. 26:28 RON LYNCH But it's fingers or feet. 26:29 BEN AZADI Usually feet. That's as it progresses. It's not necessarily going to happen in the early stages. 26:36 RON LYNCH Okay. So I was going to say that because. Tingle. 26:40 BEN AZADI Yeah. 26:40 RON LYNCH Do you wake up in the morning and your hands tingle or numb or your feet are. When you go to bed. That usually starts for them as a tingle at bedtime or in the morning or at night when they get horizontal. The neuropathy starts at horizontal. You're like, my toes feel weird in my socks. I mean, it really starts at the tip of the toes and the tips of the finger as a tingle, and then it turns into the pins and needles over time. 27:06 BEN AZADI Yeah. 27:07 RON LYNCH So I think that's a place to start. Have you experienced tingling sensations? 27:12 BEN AZADI That's good. Yeah. And it usually is before bed or in the morning, like you said. 27:15 RON LYNCH Yeah. 27:17 BEN AZADI Then we have vision loss. They go to their doctor, their ophthalmologist, and they keep changing their prescription every appointment. They're losing their vision because the blood sugar attacks the optic nerves. So vision loss. I remember my dad had to change. He kept changing his prescription every year. Was going blind. 27:35 DR. POMPA Yeah. I would call that vision worsening than loss, because loss is like, I can see. 27:40 BEN AZADI Yeah, good point. Yeah. 27:42 DR. POMPA Vision worsening. 27:44 BEN AZADI Good point. 27:44 RON LYNCH Okay. 27:45 BEN AZADI Vision worsening. 27:46 NICK VERGE Vision. 27:46 BEN AZADI Yeah. Weakness of vision. Yeah. 27:48 RON LYNCH So I'm gonna pile on to all of these, and when I pile on, it's not, oh, you're wrong. It's. I'm. I'm reducing it. I'm reducing the formula to simplicity. 27:55 BEN AZADI Okay. 27:56 RON LYNCH Okay. So visioning worse. Vision worsening. Have. Did you. Do you need readers? Does suddenly you need readers to. When you wake up in the morning, are your eyes blurry from. For no reason and they never were before. It really takes a few minutes for your eyes to adjust and actually just pull focus in the morning then. 28:21 DR. POMPA Or late at night. 28:22 RON LYNCH Yeah, exactly. Or late at night. Do you tear up watching television late at night or your screen or reading your phone in bed, or you're reading your iPad and your eyes, suddenly they're burning or tearing, and you're like, what is this? So I want to catch them at the initial. Initial stage. That's what I'm trying to do. I'm trying to back this to a tingle. Back this to the right, to the first breadcrumb. 28:47 BEN AZADI Yeah. 28:47 RON LYNCH Smart. 28:48 DR. POMPA You know, one of the things you're doing that I always find effective, too, is, like, if you take a symptom and then you relate it to an actual event that they can experience, it's different than just the symptom. 29:01 RON LYNCH Yeah, that's what I'm doing. 29:04 DR. POMPA Well, you know, do you have trouble where, like, you know, you want to say something and you just can't come up with a word? 29:10 NICK VERGE Oh, yeah. 29:10 RON LYNCH Yes. 29:11 DR. POMPA Yeah, that's different. 29:13 RON LYNCH Yeah, that's exactly right. That's. And that's what it's making a movie in their mind. That's their movie. Oh, that hap. That happens to me every freaking day. 29:23 NICK VERGE It's like being able to point to a present day. 29:25 RON LYNCH Yeah, but it's an. It's experiential. It's not just. It's not enough to say, are you starting to get numbing or prickly? Tingly things in your finger? So I'm like, at bedtime, do you feel it in your socks or the sheets that your toe. I put you there and then frame what the pain is. So now I'm playing a tape in your head. I'm telling you where to find the gold and you go, oh, yeah. After dinner, what's the thing? You look for the couch. I answer the question. You're like, oh, shit. Yep, that's me. Why are you looking for the couch? Because you're tired after dinner. Now, you've twice agreed to the symptom of the symptom that I want you to agree to. You see the psychology of this. 30:13 BEN AZADI Yeah, I love it. 30:13 RON LYNCH Is you walk them there. You don't. Just because hunters ask hunter questions. Seen a red deer? No, I've never seen a red deer. Wait a minute. Have you ever seen a tractor supply store? Who on their sign inside their store has all of their sale signs have red deer on them? Now, I'm getting you to say yes, that's not even true. But you're like, oh, that must be true. No, I just haven't been in that store. But yeah, I hear what you're saying. Like I'm agreeing to shit that I don't even know it's lead that put him there. 30:55 DR. POMPA You got me on that. I thought the John Deere was probably red. 30:59 RON LYNCH Right. 31:01 DR. POMPA I would agree with you on that. 31:03 RON LYNCH Right. So it's. How do we have the dialogue with them that gets them there? Okay. Anything else on this side? 31:09 BEN AZADI Yeah, you mentioned brain fog. That's definitely happening with diabetics. Forgetting people's names, walking into a room and forgetting why they walked into that room. Opening up the fridge and forgetting what they wanted to get from the fridge. Things like that, movement gets a lot more difficult to. 31:27 DR. POMPA Right. 31:27 BEN AZADI Yeah, definitely movement. Because they're getting. They're getting. 31:30 RON LYNCH Where are my glasses? Where my keys? Where's my wallet? 31:32 BEN AZADI Yeah. 31:32 RON LYNCH Have they ever been in the same place at the same time? I'm always looking for one of them. That's the problem. 31:37 BEN AZADI That's it? Yeah, that's it. 31:38 RON LYNCH So just make it super relatable. 31:41 BEN AZADI Yeah, well, you mentioned Seth. Movement. Well, they don't have the energy to exercise at this point. Point they want to, but it's like they're just so tired they're not sleeping well, so they don't even have the energy to move around and exercise. 31:52 DR. POMPA The best question there is, have trouble sticking to an exercise program. 31:56 BEN AZADI Yeah, there you go. They join something and they quit. 31:59 DR. POMPA I start because most of them start. They try because they think it's gonna help, but they never can do it. So you're giving them a reason why they're failing. They love that, too. Oh, my God, that's me. 32:08 BEN AZADI Like, it's not. It's not your fault. This is why. 32:11 RON LYNCH Okay, I'll take that a step further. 32:12 BEN AZADI Okay. 32:13 RON LYNCH When I ask a person a question, I never put the words do you in the front of them in front of the question because do you is or are you is binary. Are you hungry for a pizza? I've just allowed 50% to 70% to say no. If I start the sentence with hungry and then describe a perfect pizza, I'm going to swing the answer to 80%. Yes. Hungry for a cheesy gooey New York pepperoni red flake pepper mozzarella pizza. Oh, yeah. So I take the do you's and Ru's off the front. So when I ask about exercise, feel guilty because you're not exercising as much as you should. 33:03 BEN AZADI Got it. 33:04 RON LYNCH See what I just did? 33:05 BEN AZADI Yep. 33:06 RON LYNCH The actual problem with not exercising is not the not exercising. It's the feeling guilty, knowing you ought to. And if I start with feel guilty, that's a neural command. I'm telling you to feel guilty, and you're like, oh, shit, I feel guilty. Just by hearing those two words, you've triggered the feel guilty department in my brain. And then you're going to tell me why. Because you're not exercising as much as you should. Well, damn it, that's true. I feel guilty because I'm not exercising as much as I should. You see how powerful that question is? Now, I've triggered shame in you and self. Shame is very motivating. Yes. I do feel guilty for that. Great. We're going to help with that. Are you going to help with the guilt? Are you going to help the exercise? I don't care. I don't want the guilt. 33:51 RON LYNCH Oh, I want to move more. So I don't want you to exercise every day. Now I can tell you to exercise three times a week because I'm relieving the guilt, not the exercise. I'm much more likely to get compliance on exercise three times a week now than exercise. Because I've quantified the problem as guilt and I've quantified the solution as three times a week. Which seems doable. 34:16 BEN AZADI Yeah. 34:16 RON LYNCH Because it's not every day and it's not even every other day. I'm going to get two days off in a row. That's the weekend. I know how this works. 34:24 BEN AZADI Right. 34:25 RON LYNCH You see how fast, but our subconscious goes that. That speed and it goes. Okay, you've given me all of the outs. I need to say yes to it. I'm in. 34:32 BEN AZADI Yeah, that's good. 34:33 RON LYNCH So when we ask these questions, that's. 34:35 BEN AZADI How we do it. 34:36 RON LYNCH Think about how to design the question. You're. You're. They're not really questions. You're lawyers. Lawyers don't ask questions. They ask for answers. And they know the answer they're asking. So design your question. Knowing the answer in all of your marketing. Take control of the conversation. 34:56 NICK VERGE This alone has done so much for the different clients that I've worked with where they would open up a VSL and it would be like, hi, my name is John, and I like to help people with. We found that blah, blah. And it's like the philosophy, I realized was that no one really cares about you until they feel like they're understood and they know who you. Oh, I know. That's me. Right. And with the questions where I'm like, you know, just starting, I'm going to say right now, want better sex. Like that someone. Yes. Immediately, like, they're like, yes, I want that. And then going into the different questions, just like three or four questions before I go into the introduction, we saw dramatically, like, way better engagement rates on it because it's like when people just start off high on this. 35:37 NICK VERGE Well, if you're not Dwayne the Rock Johnson, like, they just don't care. And so it's like starting things out with them at the forefront. That's really what I found with Ron's question. Like, methodology is focused entirely on them. And it's like, so selfless because they're just going to hear it and go, oh, my gosh, that's me. It's like they're speaking directly to me. Works on ads, works phenomenally well on emails for hooks, works great on vsl, works great everywhere. I use this literally everywhere, even in content, because it's just like, immediately the person's hooked. It's a great tactic. 36:07 BEN AZADI Yeah. 36:08 DR. POMPA And now social media, you have to start with a hook that absolutely is dealing with something they want here. And I nothing about you. 36:19 RON LYNCH Well, and when you get to introduce yourself in your print copy, you're DR. POMPA. But when you talk to about yourself, I'm Dr. DANIEL POMPA. Always use your first name. Because if I don't use my first name as the doctor, then I'm asserting authority without any friendship. But if I'm allowing you to call me, I introduce you with my first name, Dr. DANIEL POMPA, then my doctor's my friend. And I'm going to take his advice because he's lowering himself to my eyeball level to have the conversation with me. If he doesn't include his first name, and I mean just when he's talking, not in print when he's talking, he just. I'm DR. POMPA now. I'm over the top of you. I'm threatened by you. I don't want that doctor. I don't want to know it all. I want to share it all. 37:11 RON LYNCH I'm looking for a share it all doctor, not a know it all doctor. Make sense? 37:16 BEN AZADI It does. 37:17 RON LYNCH Oh, I wanted to talk about detoxing for a second because I saw the bsl read your content and understand this, experiencing it firsthand. That the initial part of detoxing, there's. There's pain, then there's problem in detox, then there's relief. It gets worse before it gets better. And I think that's an important step to include in your education of the sales process with the customer is pick something they know. Like when you go to clean the grease off your stove top. You know when you're detoxifying that stove top and you spray the degreaser on it and you wipe it around, it gets worse before it gets better. That's going to happen here because you want to give them a warning that it's going to get a little worse before it gets a little bit better. 38:08 RON LYNCH Because they're even going to go, he's always told me the truth. It did get a little worse. Now I know it's going to get better. So they have compliance goes up by telling them the downside and saying, I want you to know that when you spray this on the stove, the grease is going to get. It's gonna get ugly for a minute. But the second wipe, it's gonna be awesome. It's gonna get clean. It's gonna be the result we want. So you're gonna have to bear a little bit of grunge to get to the goal. Okay. And embed that in your Thinking and teaching style with them. It's good. Fair. 38:42 BEN AZADI Yeah, that makes sense. 38:43 RON LYNCH Okay, I think I interrupted you. 38:48 BEN AZADI I was gonna say, as they progress here, they're already diagnosed, they're on medication. Some of the trigger points or pain points is that they're sick and tired of pricking their fingers every day, testing their blood sugars. If they get bruised. It's annoying. They're tired of having to remember when to take their medication. Sometimes injecting themselves with insulin, it's just affecting their quality of life. They've got bruised, bloody, bruised fingers. They're having to get like, squeeze the blood out and get the blood out. It hurts them. They're trying to find different points to puncture because other points are already injured. So that was happening with my dad. That's a huge pain point. It was a huge pain point for him. 39:36 RON LYNCH And for the more affluent in the. 39:40 BEN AZADI Category, the Libra, they're wearing a continuous glucose monitor. 39:46 RON LYNCH Yeah, the glucose monitor gets snagged on their clothes, gets snagged on their car. Exactly. They're expensive. Yeah, they're 35 to 50 bucks. They only last two weeks. So that's a hundred dollar a month expense. So I would include that in this thinking. 40:02 BEN AZADI Absolutely. 40:03 RON LYNCH So that there's this, hey, nobody likes a little prick. And then there's the. Nobody likes to have this glucose monitor. I would address both of those. So the hardware. And the hardware and the cost and pain. So there's hardware, pain and cost. Not in that order. Of all of those things. 40:29 BEN AZADI Yeah. 40:29 NICK VERGE Have you found someone who is full blown diabetic that you can reverse it, get them back to removing all these syndromes entirely? 40:37 RON LYNCH Oh, yeah, absolutely. I'm holding. 40:40 NICK VERGE But were you all the way over there or were you here in the pre diabetic? 40:44 BEN AZADI No, he had 12. He had 12.5% A1C. 40:47 NICK VERGE That is so break that down to me like I'm in fifth grade. 40:50 BEN AZADI So your A1C is measuring your three month average of your blood sugar levels. Three months worth of average. Once you're at 6.5%, you're classified as diabetic. He was almost double that. That's actually pretty rare. To go into double digits. For a 1C, people maybe go to 7, 8, 9, but over 10 is pretty rare. It's far progressed. And you got that to what, 5 point? Yeah, 5, 5.5. Which is below the pre diabetic range. So he was able to do it. And the cool thing, DR. POMPA knows. 41:22 RON LYNCH This and I did that in 90 days. 41:24 BEN AZADI And he did it in 90 days. Look at that. So that's what I'm saying. Diabetes is one of the easiest things to reverse when it comes to these, compared to, like, Hashimoto's. Diabetes is so easy to reverse as long as you do the right thing. So, yeah, it could be so far gone here on the right. And we could get you in a fair amount of time. Definitely the five months that we have in the program. You did it in 90 days. So that's a testimony. 41:47 DR. POMPA Especially when you combine detox with diet. It's so easy. It's so fun. It's so much easier than thyroid, anything autoimmune. And we help all those. But diabetes is so predictable. 42:01 BEN AZADI Yeah. 42:02 NICK VERGE Is most neuropathy related to metabolic issues? And, like, if you fix the metabolic. 42:08 RON LYNCH Issues, does the neuropathy actually reverse? 42:11 BEN AZADI Most of it is. The only exception is, like, back. 42:14 RON LYNCH Back injuries. 42:15 BEN AZADI Like, that happened to me, I hurt my lower back and I had neuropathy. But that's a small percentage. 95% plus is metabolic. 42:21 DR. POMPA That's different, though. That's different. That's. That's like a. That's a pain neuropathy. You know, it could start with just tingling and numbness, but it's typically unilateral, not bilateral. It typically ends up in pain. 42:35 BEN AZADI That's true. Yeah, good point. But, yeah, well, think of it this way. Yes, is the answer to the question. 42:40 RON LYNCH Because earlier I said the stubborn muscle syndrome. Your butt. Your body is going to consolidate its blood flow to the heart and chest and the brain. It's trying to keep you. It keeps this alive. 42:55 BEN AZADI Survival. 42:55 RON LYNCH Survival. So it's gonna. This is why diabetics get amputations. It's because of the lack of circulation. Well, the neuropathy and the lack of circulation are tied to each other. Your brain is starting to shut down the electrical system from an extreme back towards the heart. So that's fingertips and toes. That's what's going on. So it's circulatory as well. So when you reverse this, your body and your brain is now messaging. Oh, we're going to deliver blood and nutrients to where it's valuable. And it's once again valuable to put blood and nutrients to the fingertips because we can freaking feel them. 43:34 BEN AZADI Yeah. 43:35 RON LYNCH And those little muscles out there, we don't have to sacrifice. It's sacrificing tissue is what your body's doing. And it's sacrificing the most extreme tissue at the tips, toes and fingers. 43:46 BEN AZADI Yeah. 43:46 RON LYNCH Working its way. It's just very like the factory shutting down slowly. I think one of the things you missed earlier, as I said, if you look at us as though God has commissioned us all to accept a certain amount refined sugar and carbohydrates in our lifetime and a certain amount of toxins, but because of sociologically, the way we live and eat, some of use up that meter earlier. Okay, how did I lower my A1C? As I quit eating refined sugar, I exercised and I saunaed and I took all of these things that got the freaking sugar out of my body. I was stacked up in sugar and carbohydrates and fat. I had a surplus that could have lasted me for two years. So once I got all of that out of my system was like, bro, you're fine. It's reset itself. 44:43 RON LYNCH So it's that idea. There's a finite amount of shit that your body can hold, and once it holds that, it starts to inflame itself and get to disease states if you reverse the contents. Because your body's going to rebuild itself every 90 days from a molecular level. If you can take a 90 day period and go, I'm going to rebuild my body. I'm going to get all the refined sugar out of it. I'm going to start moving it, I'm going to get nutrition in it, I'm going to get vitamins in it. I'm going to do all of these things these guys are telling me to do. You're going to have a new body in 90 days, whether you want to or not. You can take as much of this shit with you for the next 90 days or leave it all behind. 45:23 RON LYNCH That's what we do, is we help you leave all of that behind and get the garbage out. That's detoxification. And you'll look younger, you'll feel younger. Thus the pictures of myself. I look five years younger and that picture is three years old. Like, how did I do that? This, this, your program is essentially what I did. So that's great. There's a promise. 45:51 DR. POMPA Hey, Ron. Here's how we describe it. 45:53 BEN AZADI Oh, yeah, this is great. 45:55 DR. POMPA Yeah. This would be colored water. 45:57 RON LYNCH Yeah. 45:59 DR. POMPA This is that bucket that you were describing. 46:02 RON LYNCH Yeah. 46:02 DR. POMPA Right. This, this one right here. You know, I can shake it, I can turn it. I can handle all kinds of stress. I feel fine. That's good. This one right here is just a tiny amount of stress and everything starts overflowing. And you can see I just caused a little damage. This is where you are. So what's the answer? We have to get you here. And now you're tolerating stress again. You're able to exercise, you're able to do things. You're not irritable. Yeah. So you just give them the visual of the bucket. You know, we got to empty the bucket. And it's. The body doesn't know the difference of physical, chemical, and emotional stress. 46:36 RON LYNCH And if you have a bucket of. You have that bucket of dirty water, and you have a bucket of clean water, you go, okay, I got to replace this with this. But you know what it's going to take to do it? Five buckets of the clean water because it's going to dilute, dilute. So I have to be. Thank you. Boy, that was tongue getting tight on that and consistent and. And commit myself to my health here for some period of time. And we're gonna clean it like that. 47:11 DR. POMPA Is because I don't like people to think it's adding something, you know, it's like. It isn't. It's not. 47:17 BEN AZADI It's. 47:17 RON LYNCH It's. 47:17 DR. POMPA We're removing, taking things away. You know, that really is the key. Look at what their life is, right? It's like they're. They're, you know, their life. They're living a toxic life unknowingly, you know, they're constantly eating all day long, you know, which is creating more oxidative stress on the body, you know, so it's like, okay, let's. Let's. Let's diminish the amount of your eating. Let's diminish your toxins right at the cellular level. And the body heals. Right. The whole philosophy is remove. Remove the interference. The body will heal. 47:48 RON LYNCH Yep. 47:48 DR. POMPA Right. It's like. So it's a simple concept. And we just empty your bucket and, you know, it's like in physical, chemical, emotional stress, your body will heal. Simple. And it also describes this because here's what you hear all the time. You know, I eat better than all my friends, you know, and I even pay attention to blah, blah, blah. It's like, yeah, well, genetically, unfortunately, we all have a different size bucket. You know, you might be a turkey, a chicken, or you're a canary. You know, if you are, you know, unfortunately, you're not your friend. 48:18 RON LYNCH Right. 48:18 DR. POMPA But it'll catch up to them. Let's empty your bucket. 48:22 RON LYNCH Yeah. And get them to tell the truth to it. Okay. How many glasses of wine do you drink a day, a month or a year? Oh, I have about a glass of wine a day. Okay. Well, I visited your wine rack six months ago and you've replaced all the bottles and there were 80 bottles, which is 260 glasses. So one of us isn't telling the truth. You think that you're eating better than your friends, but let's be honest with you first, you're not. 48:57 DR. POMPA The truth is though, is it? There's truth to it, man. I mean, honestly, there is truth to it that some people absolutely are. You know, they don't handle stretching. They will come with emotional better than others, and it leads to these. That's why there is canaries and turkeys and albatrosses and, you know, I mean. But no doubt the amount you're putting in be considered too. 49:21 RON LYNCH Yep. 49:21 DR. POMPA Right. So it is. It is a dull street there. 49:25 RON LYNCH No, thanks. 49:26 DR. POMPA You could have a big bucket. Can you use yours? 49:28 RON LYNCH Yeah. 49:29 DR. POMPA And still end up living their life like that, I'm sure. 49:34 RON LYNCH Yep. Makes sense. All right, so I think we've got both of those sides covered. I've got a photograph of that. You got this information? Yes, sir. Okay, so let's go to solution. 49:49 NICK VERGE So you're more so like, you're. You're trying to get everything out for all the problems before you move on to solution right away? 49:56 RON LYNCH Yeah, I'm trying. Yeah. I'm trying to get the whole silverware drawer here. What the hell are we dealing. What are we dealing with before we start setting tables and inviting guests? So now we go to solution. And after solution, we'll do USP and brand. What do you need, bro? 50:16 BEN AZADI Nothing. 50:17 DANIEL POMPA I'm gonna swap these computers. 50:18 RON LYNCH Oh, okay. I'll give you sec to do that. 50:21 DANIEL POMPA I'm going to. 50:22 RON LYNCH And welcome back. 50:23 DANIEL POMPA Thank you. 50:24 RON LYNCH When you said hours, I thought you meant hours. It was minutes. 50:26 BEN AZADI You were minutes. 50:27 RON LYNCH You were quick. 50:28 NICK VERGE Is Kevin still here? 50:30 DANIEL POMPA No, he just left. I just got with him. I just gotta go take one more call. Just something comes up besides me. 50:51 RON LYNCH Gotcha. 50:53 DANIEL POMPA I can always put my call on hold, come back and. 51:03 BEN AZADI So you two. 51:03 RON LYNCH Are both in Austin now, right? Theoretically, yeah. 51:07 DR. POMPA Travel a lot? 51:08 RON LYNCH Fair amount. I'm outside the city, so I'm about an hour outside. 51:13 NICK VERGE It's a weird part of Austin. There's like 4D cities that make up Austin. Look, I'm in Lakeway, which is a city, but then like on the address, it's Austin. 51:22 RON LYNCH It's kind of like what LA used to be 50 years ago. And everything's slowly growing together. 51:27 NICK VERGE Have you ever been out there? 51:29 DR. POMPA Do I hear Daniel? Yeah. Yeah. 51:31 DANIEL POMPA Well, I'm here for just a second. I gotta get Another call. Unless. Well, no, I really need to get another call, but if there's structural things too. Seth, you can text me and I'll be back in. 51:45 DR. POMPA I would definitely watch the recording of the first part. What would you say, guys? The first 45 or whatever? 51:54 RON LYNCH Yeah, first 45 minutes, first hour. 51:56 NICK VERGE And then I separated it into two recordings. So we have one recording that's about an hour long. I would say that one. And the second one, which I can stop again when we start back up. This one's all been about now, the actual symptoms and whatnot. 52:12 DR. POMPA Yeah, he doesn't need to watch the one we just did. I think the first one more. 52:16 DANIEL POMPA So what was the topic? 52:20 RON LYNCH Basically, the psychology of the company and why we're doing what we're doing. Breaking down who the audiences are and the positioning of each segmentation of the audience back to the product to gain more revenue through more efficient sales. 52:35 DANIEL POMPA For diabetes specifically, for every. 52:37 DR. POMPA No, well, that's the point is that we're not doing. He's saying, look, you know, to go to a billion dollars, like from where we are, we don't have to change anything except how we're instead developing a distribution channel basically and targeting people more specifically, you know, meaning, like we're not even targeting men and women individually. And that's something that they do. Right. They're very specific on everything. And that needs to go across the board on everything we're doing. That's good news for us because when we do it, I'll let Ron speak to it, but when we do it's kind of, you know, create an. 53:22 DANIEL POMPA Immediate four to six fold that's helpful for this specifically. What is that related? How does that factor with what we're doing today, specifically with creating the diabetes offer? 53:39 DR. POMPA Well, everything, because he was telling why. Why, you know, why we're going to be doing it this way. 53:47 DANIEL POMPA Okay, cool. 53:48 DR. POMPA He was explaining from the top down the whole strategy and how we have to set it up. 53:53 DANIEL POMPA Okay, that makes sense. 53:56 RON LYNCH It'll make more sense when you see the content from the first hour. 53:59 DANIEL POMPA Yeah, yeah, that makes sense. Okay, cool. Yeah, I definitely. I want to. Obviously, I think that's. 54:04 DR. POMPA That's great. 54:04 DANIEL POMPA And sounds like there's other things we can do in other places, obviously. Just making sure we're not getting too far off from the main. Of how it ties to diabetes specifically, only because of the. That we're putting all the effort into. Hey, let's just get this diabetes offer live. 54:21 DANIEL POMPA Right? 54:23 RON LYNCH That's gonna be one of the outcomes here. 54:26 DANIEL POMPA Well, I Want to make sure that it's the main. The main. Main meaning that I don't want to like look at other projects and be like, hey, DR. POMPA, like we can have you do this and here's how else we can work with you. I just want to be very focused. 54:39 DR. POMPA That's not what happened. That's why you should have been in the room. Yeah. And why you should be down into this all day. 54:46 DANIEL POMPA I don't have the time to, but I can definitely participate in the higher level conversations. Like this one. This one sounds like it's well worth the conversation, so that's great. Cool. I'll be back soon. If we wanted to have a different high level conversation, just save those and that way we can jam on the bigger picture stuff. 55:05 RON LYNCH What's that? You want to say what? 55:08 DANIEL POMPA Save the higher level conversations so we can jam on those specifically. 55:14 RON LYNCH I'm gonna have a problem doing that. 55:17 DANIEL POMPA Okay. Why is this? 55:19 RON LYNCH Because if we don't have strategically an understanding of what we're doing. 55:24 DANIEL POMPA Right. 55:25 RON LYNCH Starting at the bottom with an action plan of it. 55:28 DANIEL POMPA Right, exactly. I get that. I guess that was why in the first hour that I tried to be here, that's where I was hoping that we could do that. So do you need me to move things around so we do that now? 55:39 DR. POMPA You're only here about 10 minutes. 55:40 DANIEL POMPA No, I was here from 8am There was some delays in them getting here and stuff and us starting. So. But anyway, maybe we didn't have the time anyway in the morning. Maybe we needed more. Do you want me to move my thing now and we should have that conversation now? 55:57 DR. POMPA I think what he means. And Ron, correct me if I'm wrong, meaning throughout this whole thing, it's, you know, top down stuff, you know, to get an understanding of how we're billing this. 56:09 RON LYNCH Yeah. I think that the first action plan that you want as an outcome is a diabetes funnel and offer. And that's going to be the first outcome that comes out of today. That'll be the first thing that happens. 56:24 DANIEL POMPA Right. Okay. So in terms of the overall strategy, where do. Where would you like and how can I help in that conversation? Is there any. Is there any other pending big conversations that I should have room for? 56:37 RON LYNCH No, I don't. However you want to conduct your days. Absolutely. Have no mind to me. I don't. 56:43 DANIEL POMPA Okay. I'm missing something. Like you said that I need to be in the room for certain strategic conversations. So I'm saying, should I move my calls accordingly to have a strategic Conversation now, or can we have those strategic conversations when I come back? And how would you like me to proceed with navigating this? 57:02 RON LYNCH We're in a flow of having a discussion. 57:04 DANIEL POMPA Okay. 57:05 RON LYNCH That started with strategy. We're not quite done with that. We're going into the solutions that we offer all of our customers. In the pre diabetes and diabetes category, we're not talking about other categories. We're just talking about these two categories so far. 57:18 DANIEL POMPA Perfect. 57:19 RON LYNCH And we're dividing them into pre diabetes and diabetes. And at some point, we're going to Discuss Men under 40, men over 40, women under 50, women over 50. So let me ask you a question. What's the difference in selling to a man and a woman? 57:37 DANIEL POMPA A lot of things. But that's not my area of genius. 57:41 RON LYNCH So we talked about that for a fair amount this morning. I want to give you that information. 57:46 DANIEL POMPA Great. 57:46 RON LYNCH So I can't go. I can't travel back in time. 57:48 DANIEL POMPA Yeah. And I don't. And truthfully, like, on the strategic side, I don't need to be a part of those conversations necessarily, as much as I'm just looking at the whole. The whole structure, our whole strategy separate from, you know, the messaging itself and how we have different ad angles and things like this. 58:04 RON LYNCH And it might be fine for us. It's just, I mean, for you to conduct your day and for us just to create deliverables at the end of the day, which is a creative brief and scripts and all of that. So I don't want. 58:15 DANIEL POMPA That's what I was hoping for, at least of like, hey, if I can come and help set the direction this morning, great. And then I can get the brief. And Seth, I mean, you know, I'm definitely confident that you've been around this block many times. And then dad filling in the content pieces with Ben, that's kind of the way I saw this working. I didn't see myself at all as an integral place, unless it's talking about structure, of how are we making sure that in the beginning, when we talk about a minimum viable product, that we're congruent in the offer from Ben telling his story, building credibility and like in the story and how he came to DR. POMPA and how he learned certain key things from DR. POMPA, so on and so forth, and then introducing Dr. 58:56 DANIEL POMPA Pompa in the upsell path and then how we're going to bridge that gap. 59:00 RON LYNCH That might be the most beneficial thing, is for you to go and have your meeting and then we'll come back to specifically when you get back, we just should discuss the offer and the mechanics of the offer and the upsells. And then all of the psychology that we've discussed prior to that, we can retrofit into. Because I'll get to that. Okay. What physically are we selling? What are they buying? And then we'll build the psychology into that. 59:21 DANIEL POMPA I think that's important part of the structure side. 59:23 RON LYNCH Absolutely. 59:24 DANIEL POMPA For me to help you guys or just like where it's all gonna fit. 59:26 RON LYNCH Why don't you do that then? Why don't you just plan on being here for that offer piece and. 59:30 DANIEL POMPA Great. Sounds good. Sounds good. Yeah. I only have, like one more thing that I have to do right now, but other than that, we're good. 59:35 RON LYNCH Okay. 59:35 DANIEL POMPA Okay, Sounds good. Thanks. 59:41 RON LYNCH All right, so let's talk about the solutions. And this is mechanically, a couple of things is physically, what are we selling? What's the parts and pieces? Then what are the steps they go through? What's the transformation, what's required of them? And then what is the outcome? And the outcome is both the health outcome and then the identity outcome, because the identity is actually what we're going to end up selling them. So I go into the offer, what do I get? 01:00:23 NICK VERGE So first thing's the test kit. I mean. 01:00:25 RON LYNCH Yep. And that's. We've already determined that it's going to be an 80% plus outcome. 01:00:38 NICK VERGE What do we mean by that? The 80%, they take the test and. 01:00:41 RON LYNCH They'Re going to get the result that we expect them to get. It's over 80%. Might be as high as 90, 95%. Okay, what else. 01:00:51 NICK VERGE DR. POMPA, what do you have here for the next thing after we take that test kit? Because I'm sure, obviously then it's like, you know, they're. They're receiving that. They take that. There's then a call with a. With a health specialist on that as well. 01:01:04 RON LYNCH Report a finding. So it's positioned as, you know, analyze. 01:01:07 DR. POMPA Yes, they get the test kit and then they. Yeah, they meet with their health advisor, go over that. They, when you have them also thought something called a neurotoxic assessment. And so the health analysis. And so they, you know, are meeting with the expert to basically go over all that. 01:01:31 NICK VERGE When you say assessment, is that like a form they're going through or is that like a physical thing they need? 01:01:35 RON LYNCH So it's not support. 01:01:36 NICK VERGE Okay, Okay. I think it's 40 question around symptoms. Okay, gotcha. 01:01:41 BEN AZADI And then the person's there to give the interpretation on the results. 01:01:45 RON LYNCH Yep, correct. And there's product associated with this supplementation. 01:01:51 BEN AZADI There's not, right? Not on the. This is different than the 30 day thing. So. No, there's not. 01:01:55 RON LYNCH What happens at the end of this? 01:01:58 BEN AZADI Well, the goal is to get them. 01:01:59 RON LYNCH Into the AK program. 01:02:01 BEN AZADI Yeah. The goal is to upsell them into the main program. 01:02:03 RON LYNCH Yeah. No, let's just go through that. 01:02:04 BEN AZADI Yeah. 01:02:05 RON LYNCH Okay, so this is what you're telling. 01:02:07 DR. POMPA Me this is or the regular program? 01:02:09 BEN AZADI No, no, the regular offer. 01:02:11 RON LYNCH So you're telling me I'm buying a test kit and I'm profitable in the test kit. I want to sell test kits and assessments that say, you made a good choice by taking this. We validate what you just bought. So there's a sales process that kind of wraps up this and goes on to the next thing, Right? 01:02:28 BEN AZADI Yeah. 01:02:28 RON LYNCH Is that. I've got that right. 01:02:30 NICK VERGE The health advisor expert is the sales call. 01:02:33 BEN AZADI Yeah. 01:02:34 RON LYNCH So I'm taking a test. So this is top funnel sales. This is my first product is I bought a kit. Yep. I tested positive. I have problems. Great. Let's talk about what your problems are that's gonna lead to an upsell, which is a suite of products. 01:02:50 BEN AZADI No, the upsell is to the program. Yeah. 01:02:53 DR. POMPA Well, we don't sell them on product ever. But it does come with the core of what they would need for the program. 01:03:02 RON LYNCH Huh. I just need to know what I'm getting. 01:03:05 DR. POMPA There is product. But however, with your coach, you end up with a very specific protocol. Meaning real detox is going to be different for Seth than it is for Ben and me. Right. So you know that. That is developed along the way. Our goal is to teach you the process so you can actually do it long enough to matter. 01:03:24 NICK VERGE Are they doing the protocol? Are they getting that protocol without buying the program or is that. That's like, hey, now, we hold you accountable to the program and whatnot. 01:03:33 DR. POMPA So they only. They only get that when they upgrade from the test. They buy the program for $7,000. You know, then they're now in the program with a coach. 01:03:44 NICK VERGE So customized protocol is only afterwards, after they've upgraded to that. And we said, is it 7 or 8K? 01:03:51 BEN AZADI I don't know. What do you guys test out? 01:03:52 NICK VERGE 8K? 01:03:54 RON LYNCH Yeah, it's 7, right. So it's 7 to 8. It's a customized protocol with coaching attached, right? 01:04:01 BEN AZADI Yeah. They get personalized coaching. 01:04:03 RON LYNCH Any, like, course material or there's a portal. 01:04:06 BEN AZADI Yeah. 01:04:06 NICK VERGE There's a community access. 01:04:09 BEN AZADI How frequently is the coach meeting with the client? DR. POMPA? 01:04:14 DR. POMPA It depends. In the beginning, there's More touch points. Right. When they matter the most. Right. So as they go through, then it's spread out. 01:04:22 NICK VERGE Do we have a total. 01:04:23 DR. POMPA Yeah. So the coach walks them through a very elaborate portal, you know, that I built out. You know, it's like, you know, so the coach would say, listen, I want you to watch these two videos, and then we're going to meet again next week. And they watch those two videos, right? And then it's like, okay, great. We're gonna. Yeah, here's the next step. Right? You're gonna. Yeah. So they kind of step them through it while they're also being taught by me, but the coach is personalizing it, so I'm the one communicating, inspiring them through it. 01:04:54 RON LYNCH Okay. 01:04:54 NICK VERGE And this is a five. It's five months for this one. This one is five months long. And then on that coaching, do we have a total number of calls that they're getting on over the course of those five months? 01:05:06 DR. POMPA Yeah. 01:05:09 RON LYNCH It could be a range. 01:05:10 DR. POMPA I used to do all the coaching. Right? 01:05:11 NICK VERGE I mean, literally. 01:05:12 DR. POMPA I mean, I used to train the coaches. Now I'm so removed. I. I'm gonna. I'm gonna guess it's like, you know, seven or eight. 01:05:23 RON LYNCH Okay. 01:05:24 NICK VERGE Seven or eight. 01:05:24 RON LYNCH Okay. So I could be wrong and willing to be, but I think I just heard a problem. And the problem that I am hearing is in product delivery is we're not necessarily holding our coaches accountable to a protocol with, like. We don't know that. Hey, you have to have seven to 10 calls with these people, and we're double checking. 01:05:50 DR. POMPA It's very specific. 01:05:51 RON LYNCH Okay. 01:05:51 DR. POMPA The coaches. Yeah, no, the coaches are. I mean, it's dialed in to accept not. Not only that, they know exactly what they're discussing with each call. 01:06:01 RON LYNCH Okay. 01:06:02 NICK VERGE To my knowledge, that's your. 01:06:03 DR. POMPA There is very specific. The reason I used to be part of it. I'm just disconnected from it. 01:06:10 NICK VERGE Yeah, it's your. It's your daughter now that's running the. The coaches and managing that. 01:06:14 DR. POMPA Yes, exactly. 01:06:16 RON LYNCH All right, should we talk to her to get a little more insight about that? 01:06:19 DR. POMPA Of sales? And then, you know, my daughter's more of content, and then we even have trainers. Right. I mean, there's. It's. It's really. It's pretty robust. 01:06:29 RON LYNCH Okay. What is the outcome that I get after five months of this program? Okay. 01:06:35 DR. POMPA You're gonna end up with a customized. Because there's three phases of detox, there's prep phase, body phase, brain phase, and you have the core supplements that walk you through that. And it's Customized. As you go through, you're gonna, you're going to leave with a customized brain phase that you will continue to be able to do. 01:06:53 RON LYNCH Right. 01:06:53 DR. POMPA And the brain phase is really the deep phase of detox that the goal is to get to. So that you're leaving with that. And you're leaving with a very structured customized nutrition program based on everything I've taught for 20 years, my diet, variation strategies, feast, famine, cycling. Right. So you're leaving with a very structured diet program along with the cellular detox program for you. 01:07:18 RON LYNCH Okay, so step one is the prep and detox. Step two is the body phase and nutritional program protocol that I'm going to follow. And then the third is brain and deep brain detox. Did I get that right? 01:07:33 BEN AZADI Yeah. The first step is preparing for detox, or not necessarily. Okay. Yeah. And DR. POMPA, are we looking at this from the diabetes program perspective or the Pompa program perspective? 01:07:46 DR. POMPA Well, yeah, he was just asking questions about diabetes. Right. So, yeah, I'm sorry, how about our existing program? Right. 01:07:53 BEN AZADI So I, you know, so do you want to. Are you asking about the Pompa program. 01:07:57 RON LYNCH Or the diabetes One diabetes and both. 01:08:00 BEN AZADI No, diabetes. 01:08:01 RON LYNCH Diabetes and pre diabetes. Okay. It's not the same for them, so. 01:08:04 BEN AZADI No, it is the same, but the outcome is them reversing their diabetes. 01:08:08 RON LYNCH Yeah. 01:08:09 NICK VERGE You guys, even on the diabetes are doing the brain. 01:08:11 RON LYNCH Yeah, yeah. 01:08:12 BEN AZADI It's going to be everything Pompa has taught. Yeah. 01:08:15 NICK VERGE Would you say that body phase. So you have prep detox. When you say body phase nutrition, is that a body detox right there or is it that separate. It doesn't even. 01:08:24 DR. POMPA Right, yeah. When you understand you're preparing, the prep phase is you're preparing the cells for what they should be doing. So you're up regulating some of that function and you're opening up downstream detox to prepare for the detox. The body phase, you start the detox, but you're not going deep. We're not going into the brain. We're not using fat soluble chelators yet because we're setting up what is called a concentration gradient. This is the science. Right? You're getting the easy stuff. See, when you go deep, it moves from higher to lower concentration. That's the science of detox. Scientists get it, doctors don't. Okay, so there is that. Those three steps are very important. Doctors screw it up all the time. 01:09:05 RON LYNCH Are there? 01:09:06 DR. POMPA You know, that's what we're teaching people. 01:09:08 RON LYNCH In any of these. 01:09:09 BEN AZADI Yeah, it is. It includes all the supplements. 01:09:11 RON LYNCH And we're selling them. Those supplements. 01:09:13 BEN AZADI What's included in the. 01:09:14 RON LYNCH In the $7,000 program. Okay, so there's supplements in each one. 01:09:17 NICK VERGE Yes, it's going back to that program. So when they buy that one. Okay, what are the total supplements? Like what are they. Do we know a total number of supplements that they're getting and then customized? Yeah. 01:09:32 DR. POMPA So in the prep phase you're getting there's something called my five R's. Right. And that's a roadmap of how to fix the cell. Because the whole point is fix the cell to get, well, real detoxes of the cell. So the pathways we're up regulating. There's a product called mitomethylator that is. Covers my R3 and R5. I. I don't want to bore you right now. There's too many details. 01:09:59 NICK VERGE Well, so I know personally. 01:10:01 DR. POMPA Is that then there's a product called membrane R2, which covers one of the Rs regenerating the membrane. And then there's one R4, which it's inflam. It's inflammation of the cell, which is one of the R's. 01:10:15 RON LYNCH Do you have those? 01:10:16 DR. POMPA And then you can also get. I think they get two downstream detox support products. Drainage enhancer, gout enhancer. So there's five products in the prep phase. 01:10:25 RON LYNCH Can we get a chronicle on paper of. Here's what you get in each phase as far as supplements and this piece of it. 01:10:34 BEN AZADI Like, do you have a. I'm sure you guys have that couple. 01:10:37 RON LYNCH Couple pages. 01:10:37 DR. POMPA Oh my gosh. We have everything. Yeah. 01:10:39 RON LYNCH I mean what I'm asking for is not too much information, just enough to get me organized mentally of. Oh, this is what it is kind of. And this is really features focused for us. This is not. We'll get to benefits focused. But this is. Okay, what are the. I'm getting air conditioning and I'm getting leather seats. What am I getting at? What phase? I need that. 01:10:58 DR. POMPA Yeah, let me. This is what, like this. My team knows where this stuff is. Right. So let me text them. 01:11:05 NICK VERGE Okay. So we have for outcome. You were saying control diabetes and regulate. Is that for pre. For full blown, which one would you say that is right there for controlling diabetes? 01:11:17 RON LYNCH Is it just both control diabetes? 01:11:20 BEN AZADI I don't know if I would use that language. 01:11:23 RON LYNCH I don't know if I'd use it front facing. 01:11:24 BEN AZADI Okay, well, reverse. Both pre and diabetes is the outcome. So if they're pre diabetic, we reverse that. For full on diabetic, we reverse that. So one of the things that we want to do with this program, and this might be in the physical part. 01:11:42 NICK VERGE Did you order the lunch? I don't think we did. 01:11:46 BEN AZADI No, we didn't order lunch. Is there a menu for that? Can you bring a menu for that? Thank you. One of the things we want to do, so the goal here is a 10 year plan and we might be able to do this faster, but we want to have a million people who are full on diabetic, not just pre diabetic, but type 2 full on diabetic. And we want to reverse diabetes in 1 million of those people in the next 10 years. And we want to track it. So we have the largest case study ever done in the history of this world on naturally reversing diabetes. So one of the things we need to do to accomplish that is the physical part here is when they join the program, there will be a kit that is sent to them. 01:12:25 BEN AZADI It will be like a finger prick that's going to test their A1C to verify their diabetic, their insulin and maybe something else. And then we retest them towards the end because we need to have the data to verify. We actually they came in, they were full on diabetic, they left and they reversed their diabetes. 01:12:42 NICK VERGE And are they having to ship this back to you guys? Not something they can like find at home. 01:12:46 BEN AZADI It would come with like a return label. They would ship back. Okay, yeah, but they would do it at the comfort of their own home. They don't have to go to a lab. There's finger pricks. But it would verify it. So that's one of the things in terms of like the physical. And then the outcome is verifying that because we can't just say we reversed it. I want to have actual data on it. Case study. 01:13:06 DR. POMPA Hey Ben, did you put together what we can get that price for? Did we start into that? 01:13:11 BEN AZADI Yeah, I have some research on it. Somewhere between like 40 and $80 depending on the resource. But that will include A1C, fasting insulin, I think vitamin D. But if we just did A1C and fasting insulin, it should be. I think that's all we need really. Do you think we need any? 01:13:28 DR. POMPA So, yeah, I think the less the best. 01:13:30 BEN AZADI So would that be probably around 40 to 50 bucks a kit. And if we did it at scale, it would be a lot less. 01:13:37 DR. POMPA I bet you we could negotiate that down to 24,5, but probably that would be the bomb. And yeah, you know, and then I think that like, you know, what if we added the Cellular inflammation kit to that. Right. I mean, or we upgrade from the cellular. I don't know. 01:13:55 BEN AZADI But anyways, maybe all together, but yeah. The easy thing with the cellular, the meta oxy is that it's a urine test and it's. More people are going to do that versus pricking their finger. They're more. 01:14:06 DR. POMPA Well, yeah. That's why I was thinking maybe it's just another step because to your point, people freaked out about pricking their finger. 01:14:13 BEN AZADI You know, they do, but if they're already diabetic, then they're used to it. 01:14:18 DR. POMPA Right. But that's 20%. Right. Of the people we'll be targeting, you know. 01:14:22 BEN AZADI Yeah, yeah, fair point. But that's still a million people. Yeah, it's enough. 01:14:32 RON LYNCH Again, getting, when you get to that point, it's the psychology that you tell them to get the benefit that they want that will get them to do it. The compliance is I'm gonna get the gold medal. People will do anything for approval and identity, even prick their finger. So it's because I think if you're. 01:14:54 DR. POMPA Right, I think if, you know, it would best to lead with it. If we can get them to do it and if you believe we can get them to do it, then we'll do it. 01:15:02 RON LYNCH Yeah. I just want you to think of it as what's the trophy? Start thinking about what's the trophy we give them instead of what's the pain we deliver, what's the payoff? Okay, so we got to get the payoff and trophy and then they'll do it. 01:15:15 DR. POMPA Yeah. 01:15:18 RON LYNCH Now I could list the benefits of, hey, this outcome, we've got people to control their diabetes or regulate it. We've got reversing diabetes and pre diabetes and we've got people mitigating symptoms. But when I get to the benefits of that, we're going to end up going down the rabbit hole of weight loss. And I look younger and I live all these promises that we can't necessarily make or want to make and will end up in arguments about legal. And what I'm going to say instead of, hey, we're going to go to a deep discussion of our benefits is our benefits are going to be described to us by our testimonials. I feel I look, this was my experience and results are either typical or atypical. And that's where we'll make the legal distinctions at that point in the market. Because I think we could. 01:16:07 RON LYNCH We end up in a three hour. 01:16:10 BEN AZADI Absolutely. 01:16:10 RON LYNCH FDA FTC discussion here that I don't think is really Germane. Because we know what the benefits are. We just know we can't say some of them legally. 01:16:19 BEN AZADI Yep. 01:16:19 RON LYNCH Right. 01:16:20 BEN AZADI That's right. 01:16:21 RON LYNCH So this is the key to me here, is what. What do they become? Who are they at the end? What's the identity? We're selling them. So again, I use Gropro, a lot of examples because it's so simple, is we sold be a hero. We sold bravery. What we sold was bragging. We showed their ego. You get to demonstrate that you're a badass skier, surfer, windsurfer, kite surfer, whatever, that you have bravery. We're selling them bravery. They became braver when they bought the product. They became the heroes. So in our case, what do they become? They go through the transformation. And is it Prince Charming, Princess Charming? What is it attractiveness? Is it health? Is it vitality? Is it extended youth? Is it all. Is it some version of all of those things for all these different people? 01:17:22 BEN AZADI Yeah, yeah. 01:17:23 DR. POMPA You know, I think we're selling them what they identify with. Right. Like, you know, we're selling them, you know, their relationship back. Right. Or, you know, whatever. Their confidence back. Or selling them, you know, visible versus invisible. Yeah. 01:17:39 RON LYNCH Yes. 01:17:39 DR. POMPA That's what they want. So we better be selling of that outcome. 01:17:43 RON LYNCH Exactly. So there's confidence, there's visibility, there's beauty and youth attached to this. There's vitality. 01:18:02 DR. POMPA And by the way, when you look at the stats on diabetes, remember, diabetes doesn't kill anyone. It creates chronic disease that kills you. The number one killers. Right. So ultimately, we're saving you from early death, too. I mean, that is exactly still. 01:18:16 RON LYNCH Yeah, no, exactly. It's life extension times two. 01:18:20 BEN AZADI No bun and no bun. 01:18:22 DR. POMPA If you look at the stats on the number one killer, you know, heart disease, cancer, all those double or triple in diabetics. 01:18:33 NICK VERGE One moment. 01:18:34 RON LYNCH DR. POMPA. 01:18:35 NICK VERGE We just have the guy who's taking our lunch order right now, so we're just handing these off to him real quick. Can I just do the same thing? 01:18:44 BEN AZADI I'm getting two, though. 01:18:45 RON LYNCH Yeah. 01:18:45 BEN AZADI Okay. There you go. 01:18:48 DR. POMPA I just texted myself guy to give us. 01:18:52 RON LYNCH Okay, thank you. 01:18:57 BEN AZADI No, thank you. 01:18:59 RON LYNCH Thank you. Thank you. 01:19:01 NICK VERGE So you live in. 01:19:02 RON LYNCH Is. 01:19:05 NICK VERGE Are we done here? 01:19:06 DR. POMPA What time? 01:19:07 NICK VERGE Oh, when. 01:19:08 BEN AZADI What time are we finishing? 01:19:10 NICK VERGE No, what time do we want it? 01:19:11 RON LYNCH What time do you want lunch? 01:19:12 BEN AZADI Oh, whenever. I mean, yeah, sure. Yeah. Thank you. 01:19:23 NICK VERGE Going back to it as well. Dr. Pompom. 01:19:26 BEN AZADI What? 01:19:26 NICK VERGE We were talking with Identity, and were sharing kind of what I was saying with the younger crowd as well. Maybe not the people who are like, yes, there's obviously confidence with it. Would you say that a part of this does also play into the ability to kind of, like, rebuild your physique? The ability to get in better shape, the ability to be, as you said, like, more hormone receptive. So, like, your testosterone is actually doing something in your body versus being wasted. Does that play into this at all? 01:19:50 DR. POMPA Absolutely. 01:19:51 BEN AZADI Yeah. 01:19:52 NICK VERGE Okay. 01:19:54 BEN AZADI Yeah, for sure. 01:19:55 NICK VERGE Identity high. Test. 01:20:08 RON LYNCH It. 01:20:43 NICK VERGE He said, what, 11:30? 01:20:45 BEN AZADI I think that's what he said. 01:20:46 NICK VERGE I couldn't tell what he was saying. Yeah, he's like. I was like, yes, sure, I heard 11:30. Yeah. 01:20:57 RON LYNCH Are we. I'm trying to find a simple way to sell all of these things, and I think what it is. PART 3 00:02 RON LYNCH I want to turn your clock back 10 years, 15 years, 20 years. I want you to feel and look, have that energy. I think we're selling physical time travel to the body. 00:12 BEN AZADI Yeah. 00:13 RON LYNCH Does that sound right to you, DR. POMPA? 00:15 DR. POMPA Yeah, yeah, for sure. Absolutely. 00:18 RON LYNCH I mean, ultimately, when I add all of these things up, that if I. If I turn the clock back 20 years, then I live 20 years longer. 00:24 NICK VERGE Right. 00:24 RON LYNCH And I do it in a healthier body. Like, yeah, I'm prettier, I'm thinner, I have more energy. I have all of these things that I'm just. I'm turning them, I'm selling. You share. If I could turn back time. 00:39 DR. POMPA Yeah. You know, that's also. It leads into becoming invisible. Right. In the room. Meaning. 00:46 RON LYNCH Yeah. 00:46 DR. POMPA If I could turn back time, I was visible, Right. So, yeah. If I'm turning back time, I'm aging slow. I look better, I feel better. Because ultimately, what do people want, Ron? You know, they want the life they had. 01:00 BEN AZADI Right. 01:01 DR. POMPA They were visible. They had energy to get through a day. Right. It's like, you know, when I impress people, that's really what I always hear. It's like, you know, I just want to feel like I used to. I just want my old life back. That's what they say all the time. 01:19 RON LYNCH Yep. 01:21 DR. POMPA And that's relationship, too. Right. You know, that stems into every piece. You know, they want sex the way it was. They want, you know, attractive the way they were. They want their physical energy the way they had it, their brain. I used to be able to think. I used to be able to, you know, you hear it. I used to be able to. 01:41 RON LYNCH And I think that is accurate. My gut says I want to add the words only better to it. 01:57 DR. POMPA I like that. Only better. Right. Because, you know, it's true. Because when I give my testimony, I always say, you know, I didn't realize the lights were dimming. If you would have talked to me before I got sick, I was perfect specimen of health. I'm healthier today. You know, my brain works better today than it did then. And that's the gospel truth. 02:25 RON LYNCH Yeah. And it's. There's this sense of, you think, oh, life was good when I was 20, but I was an idiot. And life was good when I was 30, but I was still kind of an idiot. But at 40, I had kind of had my shit together mentally. I kind of wasn't an idiot anymore. But now my body started dilapidating from 40 beyond. If I could have stopped the clock at 40, I would love to have that forever. 02:55 DR. POMPA Yeah. Imagine feeling like you did when you were in your 20s with the wisdom you have now. 03:00 NICK VERGE Boom. 03:00 RON LYNCH Yeah. I think that's a real thing. Once upon a time, I parked a brand name called 40forever based on that principle, and it was targeting women that were 50 plus. Like, wouldn't you like to be 40 forever? Because even then, they know. Yeah, 30. I wasn't. I was kind of a dingbat or I was kind of promiscuous or whatever the hell they were when they were 30. Right. When they're 40, they're like, I now I understood human beings relationships. Like, I had my stuff together, and if I had that body and brain back right now, boy, I'd keep that for as long as I could. So I think. I think that might be the ultimate promise. So I'll take a picture of that. 03:42 DR. POMPA By the way, Ron, I put what my sales leader put, gave us something. If you want to look at more of what, like, the program just offers one sheet. I think that's what he said. Over. 03:54 RON LYNCH Okay, where did. Where did that go to? 03:55 DR. POMPA I put it in the chat in this zoom. 03:58 NICK VERGE Oh, like, literally on that computer. 04:00 DR. POMPA Seth can grab that. 04:02 RON LYNCH Oh, okay. 04:04 DR. POMPA Yeah. And then also this is it right here. 04:10 RON LYNCH You know, can we just get a copy of that physically? 04:12 DR. POMPA I mean, based on your. Your histories? Both. Both of you? 04:15 RON LYNCH Yes. 04:16 DR. POMPA I think you need to go through the program. 04:19 RON LYNCH Yeah. So I'm down no matter what. 04:23 DR. POMPA You know, that has to happen, because. 04:27 NICK VERGE Then I think Seth can just send it to our. Our group chat that we have. If we could just copy and paste that link in our text group chat, and then I'll. I'll go ahead and keep that. 04:35 BEN AZADI You want to do that? 04:37 RON LYNCH One second. Yeah, do this. 04:41 BEN AZADI That's the link. 04:52 NICK VERGE I got all it written down as well. I saw you get the picture too. 04:55 RON LYNCH Okay, now I'm going to attach you guys to help with Daniel's disconnect later because he's a disadvantage of not being in the room, of helping him get over the hurdle of, hey, are we working on this particular funnel? Yes, we are. But this is all the information that's required to sell in this funnel. This all leads to the pain points, the sales points. This is our. We're getting the ingredients list from you to build this. A lot of things, but this thing in particular that you asked for, this is all germane to that. 05:35 BEN AZADI I understand. 05:37 RON LYNCH And I think that just the disadvantage of not being in the room. 05:41 BEN AZADI I missed a lot of it. 05:43 RON LYNCH All of it, clearly. But we need I want his buy in. And I think that we'll get it. It's just I don't know how to condense. This is why when I told you it takes hours to do this, it's like spreading out all the ingredients and then distilling them back down into the recipe. 06:01 NICK VERGE Yep. 06:05 RON LYNCH So now we get to this famous usp. We'll do this pretty simply, which is, I think I could write this without anybody's help, by the way, right now. But I don't want to do that. I want everybody's help to do this. And this is what's the transformation. We promise we give you this something that nobody else in the world gives you. And with this, you get three benefits. Just three. And with those three benefits, we back them up with these three features. And these three features, one of them ties to each one of the benefits. Okay. So it's kind of like the short one sentence of promise, then one sentence of benefits. So that's a one and a three. And this is features three. 07:17 RON LYNCH Now, this does not have to be focused on just the top funnel of getting the test out to them and the test results back. That's just one of the things here. And that might be one of our things. The benefit is you get to find out where you are, measurement might be a benefit, discover where you are, then what goes after it. 07:44 NICK VERGE Do we want that promise as well to be compliant? Like, because to my knowledge, we can't say on a Facebook ad you're going to reverse your diabetes. Like that's just going to get flagged. Am I right there? Yeah. So how can we keep that promise as well compliant? 07:57 RON LYNCH So it may be live longer and healthier or maximize the potential of your lifespan and the quality of it, some version of that, like, what do we do? Longer, happier life, whatever that is for us. What's the thing that we know that we give them that is compliant, but it speaks to the brand. So we could say this, we could put this on the wall of the office, almost like a mission statement, go, oh, we do that for everybody. And they get these three benefits every fricking time. And we know we give them these three benefits because these three features support those three benefits. And that might be coaching, supplementation and knowledge, turning them loose at the end where they can do the brain piece for the rest of their life, as you guys say. 08:42 NICK VERGE I mean, if I could throw something out there, I feel like the promise that I'm hearing a lot from both DR. POMPA and from you, Ben, as Well, is finally feel the way that you're supposed to feel? I think a lot of these people know that something's wrong and they. But they're like attributing it to I'm old or oh, this is just part of what happens, or, oh, my mom, she had the same thing or whatever, and this is just part of it. That's the promise that sticks out to me and I'd love to build on that and go to something else because I think that's a really big one. Feel the way you're supposed to feel. 09:13 BEN AZADI Yeah, absolutely. 09:14 DR. POMPA I think it is, at least for women, you know, having that globe back like you did in your 30s or 40s. Right. Or, you know, whoever we're targeting. Right. Again for natures. But you know, it, you know, with lasting energy in, you know, vitality and, you know what I'm saying? You just described what they felt when they were in their 30s and everyone diagnosed their head was turning. That. That's like, that's more attractive than avoiding heart disease, right? 09:44 NICK VERGE Sadly, yes. 09:45 DR. POMPA That's more attractive than changing by a 1C. You don't know what that means anyway, right? 09:51 RON LYNCH So is this. And we can say it any way that we want to say it. Did we actually found the fountain of youth? Is it the secret that 70 year olds that live like 30 year olds know, like, what is that? What's an overarching and it doesn't have to be right the first time. Like, let's just get something on the board and get some direction for us. What's something that we promise? It's like, that's a pretty juicy apple. I'd like a bite of that shit. What is that? When you go through this process, we deliver you what? What's the promise? We can make that go. Yeah, I want that. 10:27 DR. POMPA It's too big to say your life back. 10:32 RON LYNCH Right? Yeah, but that's directionally correct. But you're right, it's too big, but it's directionally correct. 10:37 DR. POMPA Yeah, exactly. 10:39 NICK VERGE I feel like we maybe hit it with that feeling like you did at 25 with the wisdom you have now. So, like going back to how you felt with everything that you know now. 10:50 SETH PENNINGTON Is this more the promise for the back end? Like assuming somebody's already bought a test kit. And then this is what I might. 10:58 RON LYNCH Say to a friend after I've done this, okay, I went through Dr. Pompous program. I gotta tell you something, that some bitch made me feel like I was 30 again and I'm 60. And I mean, my mind My body, my sex life, my vitality. I have the vitality of a 30 year old at any age. Is that what it is? We offer you the brain, body and drive. I like the word drive because it's male and female and it means. 11:27 DR. POMPA Yeah, because ultimately that's what everybody wants, whether they have diabetes, whether they just don't know what the hell is wrong. Thyroid. People want the same thing. I mean, that transcends everyone that we're speaking to right there. You know, everybody wants that. Right. Because that's what they don't have anymore. That they did. 11:50 RON LYNCH Okay, so is it a return to. Is it a get back or is it just have live, like live with the vitality of. I'm going to put that just because it feels good at the moment. Body, brain and vitality of your youth. 12:27 DR. POMPA You know what? I think that depending on what age group we're targeting, what age we referenced back means a lot. Meaning if you're 60. Yeah. You can't relate to your 20s anymore. You're relating to your 40s. Yeah. 12:43 RON LYNCH That's your youth. 12:45 DR. POMPA If you're 40, then you're relating to your early 30s perhaps. 12:50 BEN AZADI Right. 12:51 DR. POMPA You know what I'm saying? 12:52 RON LYNCH Yep. That might be even 25. And that's why I was really big at the end with youth, because it's a variable that I get to select. 13:00 DR. POMPA Yeah, exactly. 13:01 NICK VERGE Do we think brain is the right mind? I think. Well, I feel like both brain and like people like you were saying, oh, I was such a knucklehead when I was younger. I don't know if brain or mind is it. Maybe it's just like the body, focus and vitality. Because when we're saying brain, is it primarily focused? Remembering stuff like the focus and memory, cognitive function? 13:23 RON LYNCH I'll say that I think it's mine because telling a woman to focus is like telling a deer to play volleyball, because they don't. They have diffuse awareness naturally. Hunters have focus. It's a male word. Men focus, Women don't focus. Women pay attention to everything around them all the time. Their actual strength is lack of focus. 13:47 DR. POMPA Yeah, exactly. 13:48 RON LYNCH It's a survival skill. 13:50 NICK VERGE So. 13:50 RON LYNCH So I think mind or optimize is good here too. So some version of that. 13:58 NICK VERGE What about clarity? Cause again, I still feel like mind. Like it makes me feel like my mind when I was 20 was completely just about sex. And that's it. And it's like, I think a lot of the people who are maybe in their 30s are gonna be like, well, I don't want to go back to that was awful. 14:12 DR. POMPA He's right about that, you know. Weird. Yeah. A male 20, you know. You know, a female 20 is. It's all about finding security, fighting a male fighting, you know, it's like. 14:25 NICK VERGE Yeah. 14:26 DR. POMPA Not sex. 14:26 RON LYNCH Right. 14:27 DR. POMPA It's security. Male, 20 year old males is sex. 14:30 NICK VERGE Yeah. I wouldn't want to go back to the mind I had when I was 21. 14:33 DR. POMPA Yeah. No way, right? Yeah, no way. 14:36 RON LYNCH Okay, so I'm gonna say strength of body, clarity of mind and enduring vitality. What is. 14:45 NICK VERGE No, no. And I like going back and forth on it. What is enduring vitality? Because it's like endurance and vitality. What does that mean? 14:54 RON LYNCH Lasting energy. 14:55 NICK VERGE I like lasting energy more than endurance and vitality. Endurance and vitality. Feels like I'm about to go run a marathon or like I need to go become an athlete. So. Lasting energy. 15:05 DR. POMPA Yeah, you have to say it like that. They don't. Lasting energy, you know, that makes through a day. 15:11 NICK VERGE Yeah. 15:12 DR. POMPA You know, it's like a lot of people go, oh, wow, that it's not normal, you know, but you know that by 4 o'clock I'm just hanged, you know? 15:19 RON LYNCH Yeah, that's not normal. 15:20 DR. POMPA You should have lasting energy to get through a day. Get through a day. Energetic. 15:25 NICK VERGE Yeah, I, I really like live with the body clarity or live with the body mental clarity and lasting energy of your youth. 15:34 RON LYNCH Okay. And I'm putting some alternatives up here just to play with it. Like I want to have this of a kid. I want to have the vitality, the clarity, the lapsing energy of a kid. Oh, of my Youth. Of an 8 year old, of a 40 year old, of a. Like there's ways that we can transmute that language over the ad or the audience, but that promise is kind of encapsulated there. So. So three not benefits. Features. I mean, not features. Benefits. Let's start with the three strongest benefits that we give people. And maybe those are them. 16:14 NICK VERGE I mean, I would say first thing is weight loss, like a big part of that? I mean, you said you dropped 45 pounds. Like that's like, that's an entire 45 pound plate that you just took off your body. I would say weight loss is a very big one right there. 16:26 RON LYNCH Put them here and just decide that's. Is that a fit? 16:29 NICK VERGE Sure. 16:31 RON LYNCH So wait. 16:34 NICK VERGE With those, you were talking about skin tags and specifically under the armpits, brown patches afterwards, do those go away? 16:42 BEN AZADI They fall off. 16:42 NICK VERGE Okay. They just go away. Is that something that. Have you found that it's a very big pain point for some people. Or is it just like a minor inconvenience? Depends where it is. 16:52 RON LYNCH Probably that's a beautiful beauty thing for everybody. 16:55 NICK VERGE Yeah. 16:59 DR. POMPA That is me. Yeah, that's one of those things, right? 17:01 RON LYNCH That's will I wear a swimsuit or not? 17:03 SETH PENNINGTON So it's confidence, like two nebulas for a benefit for what you're wanting to. 17:08 DR. POMPA Do right now, or. 17:09 NICK VERGE I like that too. 17:10 RON LYNCH Can we back it up? It might be. Because. Can we back it up with a feature? What feature do we have that gives us confidence? So I'm looking for things to tie with features and benefits. And I go, oh, we have coaching. We have. Because I want to do it the other way. We can do it because it's kind of an easier way to do it. Maybe is. What are three unique features that we have? So it's education. Is that one of them? 17:33 SETH PENNINGTON Knowledge, coaching, community. 17:36 BEN AZADI Well, the detox part is very unique because most people that are trying to reverse diabetes are not doing it with detox or just doing it with nutrition or exercise. 17:46 RON LYNCH Okay. So. 17:47 DR. POMPA And it's a huge component of driving inflammation, which is keeping your cells from your hormones from working in your cells. 17:55 RON LYNCH Okay, so what's the problem? What you got me to is detox equals reversal. 18:00 BEN AZADI Yeah, that's right. 18:01 RON LYNCH Okay. I want that. I want reversals in the first promise. Right? Okay. We're getting there. So detox equals. 18:08 DR. POMPA This is why you're on your medication. You've already changed your diet and your blood and you. Your HTB one still isn't normal. Your glucose still isn't normal. You still don't feel normal. It's like, this is why. This is what you're missing right here. 18:22 RON LYNCH Yep. The house isn't clean. 18:24 NICK VERGE Would we say that the next thing when you mentioned coaching is the coaching? Like, what percentage of this is them educating them, which it seems like the course is doing that and then reinforcing it versus accountability and then like having someone to hold them accountable during the, hey, did we do all this week? Like, are they following up with them in between, or is it just a call to review? 18:45 DR. POMPA There's a high level of accountability that we keep with people. 18:49 NICK VERGE Okay. 18:50 DR. POMPA But it's also a high level of learning. But, you know, I've learned that nobody wants to learn. 18:57 NICK VERGE Yeah, learn is a difficult word. 19:00 DR. POMPA That's not a big selling benefit. Like, yeah, oh, my God, I'm done with learning just to do, you know? 19:08 RON LYNCH But I mean, what I tied together there was coaching makes me smarter because that skips over the step of learning. I don't Want to learn, but I do want to be smarter. Can I be smarter without going to school? Give me that pill. 19:22 DR. POMPA Yeah. And you'll have something for life. That's one of the things that I said, look, you're going to learn this just because you're going to be doing it. So I say, oh, I can learn by doing. Everyone always, people are kinesthetic learners, nature, right? I can learn by doing. Yeah, you don't have to study anything. You're going to learn by doing it. Here's the best part. You're going to have this for life. You're going to know this for life. And honestly, you need to know this today. If you desire to age slowly, if you desire to look better than your friends, you need to know this. If you desire to, you know, have healthy children. I'm just hitting all the points that women want, right? 20:03 DR. POMPA It's like, yeah, you know, see I, I communicate with women, you know, it's like I, I do it for a living. Right. Knowing that's like most of my audience y. 20:10 RON LYNCH So it's like. 20:11 DR. POMPA But that's what you have to do with this. 20:13 NICK VERGE DR. POMPA and Ron as well. I think that what we have with sustainability, I feel like protocol is what creates the sustainability, whereas the accountability, like from what I've gotten, because we worked a few different health coaching programs, a lot of people say the exact phrase, I don't want to have to think about it. I just want someone to tell me what to do. They just please tell me what to do and then can you hold me accountable to it? With the coaching program, is it that we have like, are they getting follow up texts and stuff like that to make sure they're doing the things or like emails. Is there some form of like accountability that's like a drip feed with it or is it only when they get on the call and that's it? 20:50 DR. POMPA No, there's actually even, like I said, a system, you know, that helps them be accountable too. So all that's in place. 20:59 NICK VERGE Okay. 21:00 SETH PENNINGTON There's definitely like skill acquisition too where like as you go through the program, you can start to make decisions for yourself, which I think is important because like I've done like weight loss and stuff before too, where it turns into that, where people just want a diet plan. It's like, well, what happens when you're traveling and you don't have. 21:18 NICK VERGE Yeah, you need the protocols for everything. Yeah. 21:19 SETH PENNINGTON You need to also learn kind of like how it fits. And I think we do a really. 21:23 DR. POMPA Good job of that as Far as. 21:24 SETH PENNINGTON Like helping people realize where they can become toxic, like things they need to avoid. 21:31 NICK VERGE So do we want to call that accountability or implementation? Is that like an implementation system or an accountability system? 21:41 SETH PENNINGTON It's like we're holding you accountable to implementing it. 21:46 NICK VERGE Okay. I think one of the benefits is that you actually implement it because how many times have someone bought a fitness program and then did absolutely nothing? How many Americans bought P90X and never opened up the frickin CDK? 21:58 RON LYNCH So where I ended there was the promise is you live with a body that has strength, a mind with clarity and lasting energy of your youth. You wanted to age slower. You want to age better than your peers. We're going to do that. We're going to use detox to reverse and reset your body, going to use coaching to make you smarter. And we're going to create systems and results and habits that really go on autopilot and that gives you sustainability for life. 22:28 DR. POMPA And I think another important point is we always get a lot of miles out of, look, this isn't a diet program because people have failed on diet programs. They don't want to buy another one. So we've learned that it's very attractive. Say that we're not a diet program. That said, one of the things that makes us very unique is the diet program. The diet part of this is something we have never heard of before, right? How to feast, famine cycle. Right. You know, like, wow, the feast is literally as important, you know, as the. Is the fast or the famine, as I say. Right. It's like, so they're literally learning, you know, how to feast, you know, which is very unique for them. They're learning how to utilize fasting strategies, which I taught for years and years before it was popular. 23:25 DR. POMPA They're learning how to even do fasting as part of the program. So even the diet stuff that we do, they've never heard of. So. But making it clear that it's not a diet program is very important. 23:38 NICK VERGE Yeah. 23:38 RON LYNCH Okay. So we're not a diet, we're not a workout program. Our secrets that some of our secret sauce here is you're going to learn how to feast in famine appropriately. Feast and fast appropriately. 23:49 BEN AZADI Yeah, that's right. 23:50 NICK VERGE Yeah. 23:50 DR. POMPA I mean, it's like we're on a diet program. But what you will learn about diet is it's, you know, that diets don't work something like that, you know what I'm saying? I mean, because again, knowing that they failed on a diet and they don't want another diet for everything, they don't want to fail again and they're afraid to do that and waste more money. 24:06 NICK VERGE So I'm just thinking about the structure. 24:09 DR. POMPA In there and communicated is important. 24:11 NICK VERGE I'm thinking about the, like, what I always try and do is I never want them to feel like they can leave the VSL and they got it. I got this. I can do this. And I want to create that. Like, oh, I just don't know that. So I should book a call because I want to know that. I feel like if we say, you know, the secrets are in learning how to feast and fast, they're just like, oh, okay, so I need to eat less. And then that's kind of what that feels like for me. I like it as a phrase for like a angle on an ad to see it. But I feel like the. 24:39 RON LYNCH That might not be content. 24:40 NICK VERGE Yeah. Like, I think that what the. The real thing is, like, it sounds too simple. 24:45 DR. POMPA And they go, okay, I already know that. 24:47 NICK VERGE I think that what it is this not a diet program. This is not a workout program. This is a rejuvenation program. It starts with the foundation, right? Yeah. Yeah. 24:56 DR. POMPA And then that's curiosity. 24:58 NICK VERGE Yeah. Like, what's a. What is rejuvenation? 25:01 DR. POMPA That they think it's not a diet program. Exercise program. Because I fail there and I don't even have energy to work out. 25:09 NICK VERGE And that's just like. To bring it back down to the tactical level, I would introduce this very early in your vsl because we don't want people. I've already heard this. I don't need this. So when we open up with questions and then we go straight up into. Now, look, you've probably heard people say things like this before. I'm going to tell you right now, this isn't like, this isn't a diet program. This isn't a workout program. I'm not going to tell you some basic things that you can find on Google. This is backed by research that we've conducted and tons of credibility. So now the person's like leaning in and they're like, okay, well, maybe this is finally what I've been looking for. 25:39 NICK VERGE I've realized that with most people, especially in the consumer market, what they are looking for is what they didn't know, the key or the hack. This is why secrets like hacks, keys, et cetera, blueprints, they think there's something they don't know. And in this case, we're really lucky that it's actually a lot that they don't know. They think it's something basic, but it's actually at a much deeper level. And so I really do think that a big part of what we're trying to do here is create that level of like I've never even heard this before. And so a lot of this is just going to be phenomenal for this. So I'm already like thinking about it that way. 26:17 DR. POMPA You know, what is this and what is this not? Well, I can tell you right now this is not a diet program by the way. You know what I'm saying? Absolutely not. 26:25 NICK VERGE Yeah. 26:25 DR. POMPA This is not about eating more fruits and vegetables. Have nothing to do with that. You know you're going to hear something I promise you've never heard before. I even say that the ads a lot that you're going to hear stuff you never heard before. Curiosity, what is it? 26:40 SETH PENNINGTON And most of the BSLs, maybe all of them, Nick, have been like training based too. 26:45 NICK VERGE Yeah. And Ron and I were talking about that yesterday and I think that to kind of like bring down what he was saying is, you know, I think the VSL, if I remember correctly was about 34 minutes. DR. POMPA, am I right there? It's about 34 minutes. 27:01 DR. POMPA We have some that are. Yeah, 30. We have some that are. We had one that was an hour and eight minutes that crushed. 27:07 NICK VERGE Yeah. 27:07 DR. POMPA So yeah, there are different ways. We have different ones. 27:09 NICK VERGE Yeah. It's like I really do think that we could even do this at a very base level at like a 10. Because I don't think this is a 30 minute sale. I think it's a 10 minute sale and Ron can speak to that. 27:19 DR. POMPA I have 10 minutes. BSLs. I do too. 27:21 NICK VERGE Awesome. 27:22 DR. POMPA I just formed. What did I do, Seth? I. I did like four or five of them. 27:26 NICK VERGE Yeah. Like 15. 27:27 RON LYNCH Are they functional? 27:29 SETH PENNINGTON Functional as in like have we. 27:30 RON LYNCH Are they getting results? 27:32 SETH PENNINGTON Not as well as the longer form ones but we also like were running into a lot of issues with like the ad account and stuff while. 27:39 DR. POMPA We were testing them. 27:40 SETH PENNINGTON So like I'm not super confident in the results. I have a feeling shorter with personal better for us because DR. POMPA does a lot of the selling in the ads. 27:49 NICK VERGE Yeah. 27:52 RON LYNCH My suspicion, my history on which you know, I have a lot of television history. My most efficient time because it was available was a five minute. So available on Discovery Network and Nat Geo. Two minutes work better than one minutes, five minutes work better than that. But five minutes work at almost as good as half an hour. There's just limited inventory on two networks on top of it. So it was like. But I learned that lesson and I started to think, and I've taught a few courses on it, of if it can't be sold in five minutes, you probably shouldn't be selling it. And I extend that to five to ten minutes. Like this should be a pretty simple. 28:27 DR. POMPA What I discovered was it's what I draw on the board. What I draw on the board is what sells them. Basically what I'm drawing on the board is this is why you still don't feel well. This is why nothing else has worked. Here's the answer. That's it. 28:45 RON LYNCH Yep. I think that's probably. And so the tweak that I want to make to that is let's go into the data, who's buying and make that one first and have Nick Wright and produce that one first. It's women of S to X. I want to know their demographics, I want to know their psychographics, I want to know their age. The one that's producing the most revenue right now as an audience is the one we want to do first and then move to the other categories of people. But I want to be super specific. So in that one I want some testimonials and I want them to be women. I don't need fat Bill. 29:22 SETH PENNINGTON He doesn't belong as much weight as they do right now because trying to use it for the diabetes offer. 29:31 NICK VERGE I think we're speaking specifically for the diabetes females. Am I correct or. 29:35 RON LYNCH Yeah. 29:35 DR. POMPA Okay. 29:35 RON LYNCH I'm saying I'm gonna like. 29:36 SETH PENNINGTON Does that demographic change a lot, Ben? From like who we serve currently at the Pompa program to who we'll be serving with the diabetes, I think it'll. 29:45 BEN AZADI Be a similar demographic. 29:46 NICK VERGE Okay. 29:47 BEN AZADI Yeah. 29:47 RON LYNCH So what I need to hear. So when I build a testimonial string to me, it's Goldilocks and the three Bears. So I take three people and they say, I was walking through the woods and I came upon a cat and the door was open. Then I walked in and there were three plates of porridge on the table and I tried the first. So now when I stand back as a viewer and I watch that, I know that each one of them had the totality of the same experience. I don't need to hear each one of them tell a ten minute frickin sob story. But if I take the stories and I tie them together like I just did, your assumption as a viewer is those all those three people witnessed the same car accident and they are corroborating witnesses. That's what we need. 30:34 RON LYNCH So that's my first question of the morning before, I think before you got here was, do we have testimonials for this? 30:40 BEN AZADI Daniel said that you guys do for diabetes. 30:44 SETH PENNINGTON I'm sure we do. I don't have access to them right now, but we can definitely. 30:49 RON LYNCH We want to find them. So again, as a sales process, that's not optional. This is mission critical that we need people to stand up and say, I did this and it changed my life. Because we're asking other people to step in and make that commitment. So we need to demonstrate to them that we've done it. 31:07 BEN AZADI Yeah. 31:07 RON LYNCH And we can't go out there going, hey, we've done this successfully over in this other area. And we're hoping you join us on this journey to discover whether we can mitigate your diabetes. That's a gigantic F no from the audience. 31:18 BEN AZADI Yeah. 31:19 RON LYNCH Like, that's. We're not even confident that we can do it. No, we have to display. We can. We have. Yeah. This is. This to me is the essence of the whole brand and what we're doing. Then it becomes into these audiences. And I think that's just demographics of who are these people in the psychographics. And we don't have to sit in this room to discuss that. 31:46 NICK VERGE That's chatgpt. Almost like we can just grab that. Yeah, yeah, that's. Do we have as well. You guys using type form, Job form. What are we using for the people filling out applications? Calendly. 32:01 SETH PENNINGTON So we don't really use an application. I like most people do. So you purchase the test kit, you book a call, and then we have that intermediate quality neurotoxicity assessment. 32:17 NICK VERGE Yeah. So with that, with the neurotoxicity assessment, is there a. I guess I should ask you, like talking about their specific situation. Like. Like a multiple choice. Like diagnosis. 32:29 SETH PENNINGTON Not in their word. 32:30 NICK VERGE Yeah. 32:30 SETH PENNINGTON Like it's. We're not allowing them to put anything in their own words. 32:33 NICK VERGE Do we have anything where we can grab that. Where we have their own words? Because, you know, big thing, dude, that we've been doing lately, you know, even what would be really useful, if you guys don't have it right now, it's a great idea is your guys are successful people asking them to fill out a quick type form for you that just talks about their experience. And dude, literally, if you were to offer them like a set of gift cards or something like that, and if we want to do it specific for yours, I would. Yeah. 33:01 DR. POMPA Okay. 33:01 NICK VERGE Yeah. And then it'll pop back in. All right, so if you know, $50, Amazon gift card 25, and you send out that assessment, what it allows us to do is I take a CSV file of all of the assessments and let's say we get 50 of them and all these are these different words. What I'm then going to do is I'm going to throw it into Chat GPT. I mean, I can do this manually, but it'll take us like three hours. And this can do it in like a minute where I will say, can you find the most consistent verbs, nouns and statements that are uniform across the board and cross reference every single part of this thing and then it'll spit it out with the name. So John, Sally, Mike. And then everyone said this. That was similar. 33:44 NICK VERGE And so we have all that data about these people. Okay, cool. Now I could then take that and I will go. So if we had to analyze these people, if we had to psychoanalyze these people, what is it that they were dealing with? Because the questions aren't just like, how do you feel? Like, it's more so like on. I would ask something super specific. Like, when it came to your mood regulation, how were you feeling before the program? Were you frustrated? More often, was it depression? Like, what were the dominant emotions that were going through that? When we can get all this data, are you guys familiar with Jungian psychology or like Jung at all? Yeah, well, Jung was a psychopath, but awesome at the same time. And I did enjoy his work. 34:23 NICK VERGE And one of the main things that he talked about is that we basically have two areas of our mind where there is the I'm going to draw this backwards right here. There's the conscious and then there's the I'm going to do this maybe backwards, but subconscious. And what happens is this crossover from the subconscious to the conscious is the shadow. And the shadow is like you guys ever said something and you're like, oh, whoa. That was like. Later you reflected. Like, that was really like sharp and nasty. I don't know what the heck that was there. That's your shadow. So that's like what happens in the subconscious mind. And what gets stored there is like your childhood, things your mom said to your dad said to you. Even just like movies you watched, music you listened to. 35:01 NICK VERGE There's so much that gets created in our mind of, like, how the world works, that our subconscious is operating through that. Then the conscious mind just kind of picks that up as this is reality. So when we can grab all these emotional statements from Them. And I can get a very clear picture of, okay, what are they consciously thinking? What are they subconsciously thinking? And then what is the shadow here, really? And I think with a lot of these people, because let's be honest, that if they were very high agency, they would have solved this. They would have already found someone like you and bought it and went through that. It's what high agency people do. They find it and solve it. I'm guessing that the shadow archetype is probably going to be. 35:38 NICK VERGE If I had to guess, I'm totally willing to be proven wrong here. I think it's child. Child is helplessness. I can't do this myself. I don't know what it is or whatnot. And that dominates a lot of their mind. So. And the only reason I'm really talking about this is because we have a little bit of a break period, and lunch is coming here in a moment. But what I start doing in all of my messaging, I think this will be super useful for your content and for anything that you're doing inside. For any content there is. I want the messaging to really speak to these two things, and especially that right there. Because when you can. You guys know what a cold read is like. So if I say someone like, you probably have a scrape on your knee. 36:15 NICK VERGE For me, you have a scar on your knee, and the person's gonna be like, how'd you know? Because like, 80% of people, if they were like the age 40 and whatnot, they were playing outside, they were on their bike. They probably got a pretty bad scar from, like, scraping it. It's a cold read. But if I can say the thing that is going on internally. So, like, what I just said to you guys, have you ever said something that afterwards you were just kind of like, whoa, who was that? That was kind of nasty. Now that person's like, oh, yes. And they're, like, listening now. They're like, I have had that. 36:43 NICK VERGE So in all forms of content, whether it's vsl, email, or sales letter, the best metaphor that I found to think about is each and every word, sentence, paragraph, the video script, whatever you want to call it. These are all portals. So, like, if I say the word Donald Trump, 50% of people are gonna have a very negative experience with that, and they're just gonna be very upset. 50% of people are gonna be, like, ecstatic. And they love him. His name is a portal. If I were to turn on that TV right now, that's a portal. So what? And this is kind of what I mean by like drilling into the specifics, Ron, as you can see, speaks very high level strategy. And then I go down into like, okay, now what is it? What's the exact word we're going to see? 37:25 NICK VERGE And you guys already saw that with like these types of things. He's like, yeah, check big box. And I'm like, yes, but little box. We need to make sure we're doing that. So if I could give you guys anything, one of the main things that I would look at for your content and then as well for anything you're doing, Seth, is kind of going into these archetypes of the shadow and how they show up. It's very interesting to psychoanalyze yourself with ChatGPT. Like one of the funnest things you can do is just like, hey, I want you to ask me about all the parts of me that are fucked up from Carl Jung's perspective. And dude, you like be by yourself while you do that. Cause there may be like I literally started crying at one point. 37:58 NICK VERGE Cause it revealed a lot about, you know, my past and whatnot. And this can go for like an hour. But the more you see, like I call it humanity, the more you see humanity in others by recognizing in yourself first your flaws, the easier it is to call these things out and say it. Because you're speaking to the human experience. You've had experiences, even though you and I just met today, that you'd be like, same dude, I had the exact same thing. Same with you, Seth. And all I'm ever looking for in a lot of hooks, a lot of statements, ads and whatnot is something like that. Cause if I can say the thing, they're like, yes, what the heck, you know. So a lot of this I've realized what like the phases of marketing and developing your skills in marketing. 38:40 NICK VERGE Step one is like reading like the Copywriter's Handbook by Bob Bly or whatever or like just the basic Dan Kennedy books on marketing. Step two is an understanding like how systems work and like thinking about systems. Like, okay, we have to have like obviously a funnel and then there's these automations that link over and then we have these email automations and everything like that. So. Oh, beautiful, look at that. 39:02 BEN AZADI Good timing. 39:05 NICK VERGE Thank you so much. And that's the second phase of it. But then the third, and I would say this is the kind of continuous, never ending phase of it is psychology. And I find every single marketer when they start diving into that looks so good. Every single marketer when they start diving into this it feels like they've unlocked like a Neo in the Matrix where he suddenly can see the code and he can, like, start swinging and whatnot. It was very odd. Thank you so much. Yeah, right there is perfectly fine. Thank you. Appreciate it. And then, actually, could I get a box for this? I already ate a little bit earlier, but I wanted to grab that. Thank you. Thank you. 39:45 RON LYNCH You got two of these coming, right? Two orders. 39:48 DR. POMPA Two orders. 39:50 BEN AZADI Oh, I see it here. You put it in the same one. 39:52 RON LYNCH Perfect. 39:53 BEN AZADI I didn't see the second one. 39:54 NICK VERGE Perfect. 39:54 RON LYNCH Do you need one more? 39:55 NICK VERGE No, no. That's. 39:56 BEN AZADI I didn't see the second. I thought it was one. 39:58 NICK VERGE Perfect. 39:59 BEN AZADI Yeah. No, no. 39:59 RON LYNCH Thank you very much. Looks great. 40:01 BEN AZADI Enjoy. Thank you. Yeah, that makes sense. 40:04 NICK VERGE Yeah. Jung is. Is phenomenal. Yung is maybe a little cryptic. I found that most people actually do better with Maslau to start because Maslow was in America and, like, literally, you read his books, and it feels like your dad talking to you kind of. It's very normal. Jung is very deep, though. 40:21 BEN AZADI I like the way Bob Proctor explains all. 40:23 NICK VERGE Yes. And Bob. Oh, yeah. Proctor is amazing. Yeah. And I think when you can. So, so funny. I was talking about this, my good friend Vince the other day, that when you study people talking about psychology, like, so, for instance, Jordan Peterson, like, you get that game of telephone where now you're gaining Jordan Peterson's perspective through his lens. But, like, if went straight to Jung, you will have a completely different interpretation of that. And so I find Jung, Maslow. I personally can't read Nietzsche. Like, it's. Because I just feel like Nietzsche had a very nihilistic worldview. And it's like, yeah, of course you thought that, bro. There's a lot of weird stuff there. Jung, I felt like, was a little bit better. 41:05 NICK VERGE And, you know, actually didn't like Nietzsche all that he was originally one of Nietzsche's disciples and then was just like, no, like, their whole argument was about, I think, primarily, like, Nietzsche believed that so much of this was drive, like, through sex and through, like, fetishes, whereas Jung was like, there's much more to it than that. And I think he was right. But, yeah. Yeah, they're all really good to study. And I think what you guys will see, that's helped me a lot with Ron because, I mean, we've worked on projects together. I've learned directly from this guy for close to, like, four years now. Ron is so good at thinking about things in the. Okay. I have to make sure the entire 40 things are working here. And so I have to see all of it. 41:48 NICK VERGE Whereas then he's kind of like deploying me like, SEAL Team Six. Go do that, go do that. We go do this. And I just dial into those things. And for dialing in, the number one thing that's helped me improve my copy, my effectiveness of sales pitches and especially of people saying their relatability to me, you know, like, man, I just. I really feel like that is just studying this stuff. Because I think what Maslow said so effectively was that, okay, so, like, the question is, what does it mean? Thank you so much. Thank you. Thank you. Appreciate it. Thank you. Thank you. Thank you. Thank you. Yes. Thank you. Thank you. Appreciate it. 42:26 SETH PENNINGTON Oh, thanks. 42:27 NICK VERGE Appreciate that, man. 42:27 DR. POMPA Thank you. 42:30 NICK VERGE I think we're good. Thanks. 42:31 BEN AZADI Thank you. Great. 42:33 NICK VERGE What Maslow said that I really loved was, what does it mean to be human? It's a good question. It's like, what does it mean to be human? And he said that to be human is to be the hero. Because naturally you look at a kid like, what does a kid want to do? He wants to be the hero. Like, he wants to go conquer and climb the tree and go do stuff. And so his whole thesis was that anything that moves us. And he then classified that with his hierarchy. We have self actualization at the top. I'm sure you guys have seen Maslow's hierarchy of needs. He said that every single day, we have eight to 12 decisions that determine whether or not we are going to self actualize or move away from self actualization. 43:15 NICK VERGE And then he talked about what self actualization was actually creativity. And that most people believe creativity to be something like, I just walk outside and get ideas and whatnot. But realistically, he was saying, well, anything can be creative because it's about creating in that if you're creating yourself in that process, you know, wood making, that can be creative. And so he really talked about how to be more human, how to understand the human condition at a very deep level. And the more I've studied it, empathy goes way up. Understanding goes way up. Language goes way up. All across the world. 43:49 RON LYNCH You don't want to look at a monitor with me eating on it. Yeah, I don't need to eat in front of a mirror. 43:57 NICK VERGE But yeah, I think that across the board, because I know you're making your own content. And Seth, obviously you have other stuff inside of there, like just to, you know, bring it to that ground level. So that's helped me more than anything, man. I've studied pretty much every copywriting book that's great. Yeah. And those ones. Yeah. It's like, why. Why start at the ground level, you know? Why not go all the way up to the top where it starts from? Like, none of these copywriters like, came up with these concepts themselves. They all came from psychologists. 44:25 BEN AZADI That's great. How'd the call go with DR. POMPA? Productive. That's. That's good, huh? Seth? 44:44 RON LYNCH Yeah. 44:45 NICK VERGE Have you guys. Are you. Are you out in. In Nashville? Do you live here? 44:51 SETH PENNINGTON I'm in Charlotte. 44:52 NICK VERGE Okay, gotcha. What about you? 44:53 BEN AZADI Miami. 44:54 NICK VERGE Miami. That's right. That's right. What part of Miami are you in? 44:57 SETH PENNINGTON Say, that was rough coming here, and it's 11 degrees, right? PART 4 00:00 NICK VERGE I'm just gonna go ahead and hit audio on that. 00:02 BEN AZADI You want me to film it on my phone? I got space. 00:06 NICK VERGE It's all good, I think. I think the audio is just fine on that. So 13 steps on this. So the. The journey is basically what we're trying to walk them through. So most people think about things in terms of the hero's journey, which obviously is like, Joseph Campbell's thing. All the Star wars movies and everything follow that. But how do we take that and apply it to, like, a B2C product? So the way that I go about doing it, I'm just gonna walk through the steps is number one. I have intro. Another way to explain this as well is like, Seth, one that you're probably more familiar with is lead. Like the lead to the thing. Hook. Another way to explain it. 00:43 BEN AZADI What's di? 00:44 NICK VERGE So di is either direct or indirect. So a direct lead would be, want better sex. Like, that's very direct. Right. An indirect lead would be like, let's say that I have an eggplant, and I toss the eggplant and slice it with a blade and be like, hey, you're struggling in that department, aren't you? I can't say it on this video, but you know what I'm saying? It's very indirect. Usually what people do with the indirect leads are they pick an object, and then they associate the object with that story. So probably one of the most famous of all time was a guy named John Benson. Do you know John's stuff? John, in my opinion, was one of the better ones that did it. He's still alive doing it. 01:25 BEN AZADI You don't talk to him like he's dead. 01:26 RON LYNCH Bicep John is still alive. 01:28 NICK VERGE Bicep John is still alive. Yes. Maybe I should have changed the tense in what I was saying. So thank you, sir. What he did is a really great VSL hook was he opened it up, and it was a denim jacket, and he just showed this jacket on the screen. It's like a slideshow vsl. There's just a jacket. And then he goes, this jacket made me lose over 130 pounds, and I'm gonna show. And then he showed the photo right after that. And the whole point was to create this open loop of, I need to see how this thing completes. And the story that he tells is, I was getting fat. I went from, like, being in shape to when I was younger, I got super fat. And, you know, he just is. Oh, he's just so aggressive in the story too. 02:07 NICK VERGE He's like, I was Eating Twinkies every night. I just remember ruthlessly, like, going through the cabinet, trying to find the last one. When I couldn't find it, I went to the store. And I remember being in the store, and I grabbed this jacket and. And I got out of my car and I put the jacket on, and I'd gotten so big that the jacket ripped. And I realized at that point, oh, my God, I'm literally, like, at this store right now about to go get the thing that's making me fat. And I just realized I have to change this. I have to stop that rip and that tear. What I'm trying to do right now for you, blah, blah. So you see how, like, he got us, like, to here with, like, an intro. 02:43 BEN AZADI That's good. 02:44 NICK VERGE I like thinking about things in terms of indirect, but direct can work as well. So there's no, like, one way to do it. So I'm leaving these open so we can kind of just throw ideas out and come up with it. Some of these other ones we've actually already done, and we're good to go. This is where a lot of testing can happen because we can just. Let's say that we have a lead that's two minutes. Well, we can record five of those. And then you guys got three, four months worth of split tests right there, you know, so there's a lot of different leads that we can go. So I want to. I want to come back to that. So the problem right here, the main thing with the problem is being able to explain the problem better than they ever could themselves. 03:29 NICK VERGE So if I can do that, I win. Because what's going to happen is they're going to hear that and be like, damn, that's exactly what I'm experiencing. And I want that solved. The next thing after that is the paradise. So I think that humans in general, kind of. I mean, maybe this is because of something in the Bible. I don't know if we need to get into that, but definitely that humans have a tendency to always seek a better path. And what we want to do in the paradise is to put them through their mind's eye, like, into the next. Let's call it like the next iteration of their life, the next phase of life, where now they've solved the problem. And we use very specific terms like picture this, imagine this. People are very resistant against imagine now because it's been so overplayed. 04:23 NICK VERGE But picture this. How would it be if. Wouldn't it be great if. And then just literally Planting all these different scenarios which we kind of listed out as benefits at the beginning. So that is number three. Then number four is the guide. Appears so. You, my friend, are the guide. So this is where it makes sense to introduce you. So like I said earlier, all the. 04:48 RON LYNCH Amphetamines, by the way. 04:50 BEN AZADI That's what I figured. 04:51 NICK VERGE No amphetamines at all. Actually, it's the blue. The blue shoes or whatever. Yeah, I'm just taking boners right now. No, some fish oil. 05:00 RON LYNCH He's crashing after his meal. There's no couch, so. 05:03 NICK VERGE No, that's not gonna have the strip club. 05:05 RON LYNCH You know how these pre diabetics are. 05:07 NICK VERGE No, it's literally fish oils from tribulus and magnesium. So. 05:16 BEN AZADI I love that you take all your supplements with you and do the same thing. 05:19 NICK VERGE Yeah, man, yeah. It was so funny. I posted it on Facebook and one of my buddies messaged me and he's like, dude, you are dialed right now. Yeah, upstairs in my room. 05:28 BEN AZADI I have a whole bunch. 05:28 NICK VERGE Yeah, you just gotta. It takes five minutes. 05:30 BEN AZADI Although we're not a fan of. We're not a fan of fish oil, by the way. 05:33 NICK VERGE No. 05:34 BEN AZADI Yeah, we're atomy against fish oil. Why is that? There's a lot of reasons. I mean, most of it's rancid. 05:40 RON LYNCH Yes. 05:41 BEN AZADI But even if it's like a good. 05:42 NICK VERGE Cod liver oil, like still same thing. Yeah, most of it's rancid. 05:46 BEN AZADI But let's say it's not. Let's say they do it the right way. It's cold processed, they test for heavy metals. It's like preserved fish oil. The dosage in one capsule on average is a thousand milligrams. And the body and the brain only needs 7.2 milligrams per. So that's a super physiological overdose of EPA and DHA, which actually makes your cell membranes too fluid and it disrupts the mitochondrial process. But that's not even the only problem. When it enters your body, fish oil needs to be in a cool temperature. It's essentially antifreeze for fish. When it enters your warm body, it turns a healthy fat, if they did it the right way, into a rancid fat, then it becomes inflammatory like a seed oil, like a vegetable oil. 06:25 NICK VERGE Interesting. 06:26 BEN AZADI It actually could be even more pro inflammatory than a seed oil, than a vegetable oil. It has more double bonds, it's more unstable. So we tell people we love fish oil when it's in the fish. Eat the fish. We love extra boil when it's in the vegetable. Just eat the vegetable. 06:39 NICK VERGE You guys are saying to get the same benefits, the omegas and everything just go straight to fish and just eat. Yeah. 06:43 BEN AZADI Small fatty fish once or twice a week. You get enough EPA and dha, would you say? 06:47 NICK VERGE Like what? Just like smoked salmon? Like eating a pack of smoked salmon? Yeah. 06:50 BEN AZADI Wild caught salmon, anchovies, sardines. Any small fish that's wild caught, sure. Fine. 06:55 RON LYNCH Because you eat sardines all the time. 06:56 BEN AZADI Oh, do you really? 06:57 NICK VERGE Yes. 06:59 BEN AZADI Do you? Well, that's great. I think they're just as disgusting. But it's great for you. 07:02 NICK VERGE He makes fun of me because the weird stuff I eat, like beef liver and like all types of weird stuff. Yeah, yeah, he's never. 07:08 RON LYNCH You make fun of sardines. 07:09 BEN AZADI But I don't touch beef liver. 07:11 NICK VERGE Yeah. 07:11 BEN AZADI So you don't need to take fish oil. You're already getting enough. You're getting too much. 07:15 NICK VERGE Okay, well, good to know. All right, is DHA similar to dhea? No, different. 07:21 BEN AZADI Different. 07:23 NICK VERGE So guide appears. So this is where we can now introduce you. And the real thing that we need to do here is build up your credibility. Like, just skyrocket the credibility. And a really big part of it is explaining the next part, which goes into trial and failure. So with you, what I remember. Yes. So I remember you talking a lot about your dad. And I think it's a very emotional story there that a lot of these people are gonna relate with. Cause more than likely, like, for instance, my stepdad has diabetes. Everyone in his family has diabetes. Like, literally all the way up to grandma and grandpa, who are no longer here, they had diabetes. The dad had diabetes, and now he has diabetes as well. So I think that, talking about your story, I'd love to ask you more questions about it. 08:05 NICK VERGE We have it recorded, so I can grab that. But going really deep into, okay, where did this start and what were all the things you tried? And I tried this, but it didn't work. I tried this. And we are strategically saying the things that they. Oh, yes. I had that as well. Me as well. And then, boom, you found the solution. So you. I don't know if that's. You went to medical school or you started Pompa. Okay, beautiful. There we go. Right? So you found DR. POMPA. You found this guy. I decided to learn everything I could from this guy. Has transformed tens of thousands of people. And I thought to myself, you know, well, I have this background in diabetes. Maybe it could be applied here. It did. And it started to work. And then, boom. 08:43 NICK VERGE What was the transformation for yourself, for your dad? Then from there I started offering this and DR. POMPA noticed this and he just added, asked me, hey, like, would you like to come be a part of us? Because, you know, you're one of the few doctors who's doing what I'm saying. And it's working. And so that's when I decided to partner with DR. POMPA. And then we get to the offer. And so the offer now is when we put in front of them. This is. This part is probably going to be the longest section right here when we get to the offer. The main thing here is going to be about that test kit. So we don't need to pitch the program because that's kind of your sales guys. That's what they're doing. 09:16 NICK VERGE I'm sorry, the coaches, they're getting out with them, which I'm assuming is just. 09:19 BEN AZADI They're also a sales. 09:20 NICK VERGE Yeah, yeah. So. So those guys, they're going to be doing a lot more of the upselling to that. And so we just got to make the offer and this is where we basically show the case. And I honestly think with that section, it's just my thoughts because I got the test kit and I did receive it and I went through it. I feel like people seen how simple it is. Like it literally is just that. Cause I was thinking the minute that I saw you guys talk about it, I was thinking I was getting a blood test in the thing because I didn't. I didn't finish the whole vsl. Some people are going to do that. They're literally just going, oh yeah, I need that. Right. So I didn't even realize it was a piss test. 09:58 NICK VERGE And as well, Ron and I were talking about this that you guys got to get a sales letter insert in there. Because I got the thing and it was just the box and that was it. And I was like, where's the sales letter? Like, where's the thing selling me on getting into the program. 10:08 BEN AZADI Did you get a regular like box with all or was it was there? 10:11 SETH PENNINGTON So we have. We're working on like an insert that. 10:15 NICK VERGE Goes in love to. Love to help on any way I can there. Yeah, yeah. And that's one of the best things for radically. Yes. 10:22 RON LYNCH Change the outcome. 10:24 NICK VERGE And even just talking about, you know. 10:25 BEN AZADI What would it say? 10:26 NICK VERGE It would say, like to start, it'd be like, so right now you have a test kit in your hand that's going to determine the future of whether or not. And then you get down to it's like, so here's what's going to happen, you're going to piss on this. You're going to just basically future pace them through everything and literally walk them through it. And if that happens, I'm sorry to say this, but what you have is the number one thing that's causing all the problems, which is inflammation. Now how you can go about solving this. There's a couple routes. Okay, Route number one and then we want to talk about the call they're about to get on. But route number two, route number three and whatnot. And we really. Because you guys already have it working on the call. 10:59 NICK VERGE How many people are buying the kit and not showing up on the call or not doing the call? 11:03 SETH PENNINGTON We get around 80 over a two week period. So if you bought today within two weeks, that co or 80% of them would have both the report of findings with an ha. If you look at it over a longer time horizon, three months, it's around 93. 11:18 BEN AZADI Yeah, that sounds good to me. 11:20 NICK VERGE It is good. It is good. 11:21 SETH PENNINGTON So something that we're actually working on right now because I mean if we can get that up to 90, how. 11:26 RON LYNCH Many of those. 11:29 SETH PENNINGTON 19% of people who book a call? 11:32 NICK VERGE Exactly. 11:32 BEN AZADI How's that number? Is that a good number? 11:35 RON LYNCH There's no bad numbers. Yeah, they're all good measurements. 11:38 NICK VERGE Yeah. 11:39 RON LYNCH So we'll see. What if I said it was 32%, would that be a better number? 11:45 BEN AZADI Well, it sounds better to me. Right? Yeah. Like we don't know what the movement. 11:49 RON LYNCH We'Re until we test back in the all these incremental things. Remember the compass point story get us closer to Paris. 11:56 NICK VERGE How many calls is that turning into a month? Like if we had to say roughly how much it is, just like ballpark, 5,000. Okay, so think about it like this. And then how many purchases a month? 12:09 DR. POMPA A thousand. 12:10 RON LYNCH You said 18%, so yeah, so that's 800. 12:14 NICK VERGE No, no. Well, if they're getting 5,000 people are booking calls a month, but then a thousand people are buying, how's that happen? 12:24 RON LYNCH They're converting at 18, 19%. 12:28 NICK VERGE I'm only talking about the 80. 90% of how many people are booking calls from it. So like 80% are booking calls. That's 5,000 people that are booking calls. 12:36 SETH PENNINGTON 18% of that 5,000 rolls into the back end. 12:39 NICK VERGE Okay, gotcha. But now let's go before we even go to that, the test kit. How many purchases of the test kit are happening per month? 12:46 SETH PENNINGTON So we're at around. 12:54 NICK VERGE Okay, so check this out. So simple lift Right there. So if I were just to simply take that, like, do you see already what's gonna happen? No, I go to. If I go up to 90%. So it's like 80% of these are turning to book calls. Right. So I think that checks out. 13:08 SETH PENNINGTON It's around a quarter million dollar per. 13:09 RON LYNCH Week problem right now. 13:11 NICK VERGE Yep. And so literally that would go to. Yeah. 13:14 BEN AZADI Slash solution. 13:16 NICK VERGE 1300 extra appointments. And if you guys just stay at the same rate again, like 66,300 times 0.19 and then 10k program or we're doing is 8k, right? 8k bed 7 rate 77. Yeah. 13:31 BEN AZADI We're gonna do the same price point for the diabetes. 13:34 NICK VERGE That's a lot of money. That's a lot of extra appointments. So that's like one thing, like just adding to the experience. But I don't want to get too derailed here. That's a lot of stuff. But it's like little lifts like that, especially when. That's why it's so easy when companies already have momentum, it's so hard when they don't. If you have momentum, it's little tweaks that just make these like massive, you know, asymmetrical gains. Like you do this much, like that much right there. 13:57 BEN AZADI Well, also correcting all of this before we even implement the diabetes stuff because they already guys have proof of concept. No learning from that. 14:06 NICK VERGE Yeah. In this new program, Seth, I think, you know, if you guys have something so far, I'm happy to provide any feedback that I can on that to help with that. I think that would be massive. That was the one thing I was like, looking at the thing. I'm like, why is there no letter in here? But that's the offer right there. So undeniable proof. We want to go real quick to like here. There's a subsection where we have proof here. So you don't want to wait until way later in the VSL to show proof. So we want to show some proof here, some case studies like Ron talked about three people, the Goldilocks kind of effect there. We want to show some proof. So. 14:46 NICK VERGE And this is the exact thing that hundreds of Americans have been able to do to be able to completely radically transform their health and all the compliant claims there. And we want to show some examples of that. So that is there but undeniable proof. This is where you now like slap your nuts on the table, dude. It's like, dude, you've helped this many people. Stats, statistics, out of every thousand people. We've helped over 850 headed this 100 had this, whatever. We'll figure out what this is. But this is where you really like the person's like damn. And the buy button is already down below now. And they're like I think I should just buy the thing right now. 15:24 BEN AZADI What is the success rate of the pump program? Isn't it like 80. 15:30 NICK VERGE A lot of statistics here because we've kind of like we've already triggered the right brain and they're kind of already sold. We just need to trigger the logic now for them to see it. So then value justification. So let me ask you this like something they usually say that like let me ask you this like how much is your health really worth if you were able to get back to the energy you had when you were 20? You know, maybe you own a business, maybe you are a high performing executive, maybe you just have a job, maybe you're just taking care of your kids. Like how much would you personally pay to be able to get back to where you had well 10,000, 5,000. Well today. And then this is where we go into. 16:08 NICK VERGE We have this kit for 169 and you can get access today for 129. So that's the value justification. Then we go to the guarantee. Do we have a guarantee with that? Is it just like there's a money. 16:19 SETH PENNINGTON Back guarantee on the test for the program? 16:21 NICK VERGE I think that it makes sense with the, with the pro. With the. Not with the program with the test. Like just throwing that in there so we can even just fill this out. That it's like money back. 16:30 BEN AZADI There's a 48 hour money back for the program, correct? 16:34 SETH PENNINGTON Yeah, I'm sure there's something like that. There's no like results based. 16:38 NICK VERGE Yeah, yeah. So money back is totally fine and we'll just, you know it's like that's pretty simple. That's just like almost a boilerplate. Increase value. So increasing value. I'm, I'm curious to how we would do this here. How I usually go about doing this is bonuses. So I throw in a lot of bonuses on B2C VSLs. You're also going to get access to this, this. I don't know what we can throw in here. I don't know how we would go about doing that. We'll get there when we get there. But then I mean I can tell. 17:06 SETH PENNINGTON You what we do right now it's a report of findings. We positioned that we also give them access to the NTQ or NTA and they also get a recording of a three hour seminar that DR. POMPA did on root causes. 17:22 NICK VERGE And then as well. 17:24 BEN AZADI Interesting. 17:25 NICK VERGE Then as well, we have what for that? The call. How are you. What are you guys calling the call again? 17:30 SETH PENNINGTON Report of findings. 17:32 NICK VERGE Okay, so that is. 17:32 RON LYNCH Is it. 17:33 NICK VERGE They get the fit. They have to get on the call to get the report of findings. 17:36 BEN AZADI Correct. 17:36 NICK VERGE Okay, cool. Beautiful. So I would, I think like calling that like health screening call or health assessment call or whatever. We'll figure out the phrasing there. Report of findings is good too. 17:48 BEN AZADI NTQ test. 17:49 NICK VERGE Ntq, yeah. 17:51 BEN AZADI Neurotoxic questionnaire. Mtq. We might name it something else for the diabetes program, but it's the same thing. Diabetes assessment form or something. 18:00 NICK VERGE Yeah. And then last but not least, invitation. I do three paths here. And the invitation is basically, so you have three choices in front of you right now. Number one is. Have you heard this before? 18:13 BEN AZADI The three maybe, I don't know. 18:15 NICK VERGE Yeah. So the three paths are, number one, either you do absolutely nothing with this information I've given you today. You're gonna feel some level of pain or something, or you're gonna have to look at the scale or something's gonna pop up that's gonna make you look at this and you're gonna remember what I said. And you have a choice whether you want to ignore it or keep going. And I'm here to tell you today that this is probably the worst route you could go. I've seen a lot of people who don't listen to this and blah, blah. We don't want to fear monger, but we do want to show them the consequence of that number. Yeah, go for it. 18:44 RON LYNCH The thing about diabetes, DR. POMPA's asking if he. Hey, are we resuming? I'm saying I don't think you need to be here for this. 18:51 NICK VERGE I mean, it's okay. If he is available, let him get us. 18:54 RON LYNCH I say you're totally welcome to. 18:55 NICK VERGE But yeah, Nick. 18:56 RON LYNCH Sharing the construct of what's. Yeah, we're not building it. 18:58 BEN AZADI If he's available. I mean, if he's free. 19:00 NICK VERGE I would say. I would say, yeah, like just added extra, but with. 19:04 BEN AZADI With the end here with the. Not fear mongering. But the interesting thing about diabetes is that nobody dies from diabetes. They die with it. But diabetes leads to cancer, heart disease, all the other things that people die from that people are afraid of. Right. So maybe using that in the language, because people are afraid of cancer, they're afraid of heart disease. Diabetes is the gateway to all that. You're not dying from diabetes. Nobody's dying from diabetes. It's the complications of it. That's what killed my dad. A stroke. And eventually he died nine months later. 19:35 NICK VERGE But using. 19:37 BEN AZADI Thank you. Using that sort of language in that. 19:40 RON LYNCH Or is that too much fear mongering? 19:41 NICK VERGE No, that's perfect because it's real. You know what fear mongering is? Is like, how much longer do you want to be fat, sad, laying on the couch? I mean, like you're going to die one day. Like that's like aggressive clickbank style stuff. Whereas like you guys have a reputation behind it. You're not a company in Romania. Like just. Yeah, we're sharing a true story. 20:00 BEN AZADI Is there an echo there? 20:03 NICK VERGE Yeah. 20:03 BEN AZADI Okay, so that's the first option. 20:05 NICK VERGE First path is that. So then second path is going to be you choose to do this on your. Now, a lot of people are quick starts and they just kind of, you know, they just figure it out on their own. Right. You can start doing your research, but let me tell you. And then you need to show them why that's a really bad path. 20:22 BEN AZADI Take a lot of time, make a lot of errors, mistakes. 20:25 NICK VERGE I mean there are. How many, how many studies do they need to go through, et cetera. Did we get them the link for this one right here? 20:31 SETH PENNINGTON Seth, it's the same one. Ron, viewer, I can show you the tips. 20:35 NICK VERGE Same one. Okay, so we just want to, we want to. Basically how I frame this path is. It's like you are having to crawl through a thousand miles of glass. Like it sucks. Don't do this by yourself. And then how I always frame this one is now path number two is better than path number one. But it without a doubt is the path of most resistance. If you want the easiest path for you to be able to look. If you want the easiest path to be able to reverse your diabetes and we'll phrase it. Yeah. If you want the easiest path to be able to do that then. And then that's path number three and that is you grabbing your test kit down below. And then you just go into the test kit and everything like that. 21:16 NICK VERGE We're just going into now the structure of the VSL and how we're going to run it and how we're going to create this and we're just going to brainstorm with him on kind of the argument for everything. And so that invitation, that last one, after we give them that again. Well, the third path again, like just buy the thing. Right. Do that. A big thing. Of what we want to say is maybe, like you really, you don't have to say yes today to reverse it. Just say maybe because this test is going to show you whether or not you have this problem. And all you're saying today is maybe because maybe is a lot easier than yes. Saying yes, I want to change and reverse my diabetes is a big decision. But just saying maybe just grab the test kit. Pretty simple. 21:54 NICK VERGE So we will construct those towards the end. But as you can see, like, there are some things that are just like, check. Great, we're done. Okay, so we're at least now two out of the 13 things are done. What I would like to get into is some of these bigger things and then we'll circle back to maybe some of the more creative stuff. You know what I mean? The stuff that's a little bit more creative in us. Like coming up with brainstorms. 22:16 BEN AZADI A question. Daniel, for you. Probably so many people have already watched a training with Pompa and they've gone up. 22:25 RON LYNCH No, no. 22:27 DANIEL POMPA The idea of this is that we're going to be tapping a brand new audience. 22:30 BEN AZADI Okay. Okay. 22:31 DANIEL POMPA So a lot of these people, and we've only had a million people watch the training, watch one of our trainings. 22:37 BEN AZADI Because the thought was, okay, somebody might be watching it. I already did the test before. I did it with Pompa training seminar. But we're not going to be topping into. 22:43 DANIEL POMPA There's going to be so far down the funnel. Like out of the hundred or out of the million people that have seen it, only maybe 300,000 have seen the offer and only 120,000 have gotten the tests. 22:55 BEN AZADI Okay. 22:56 RON LYNCH This is like we want a position. Even though it's the same test. We have a special test for this so that even if. Yeah, there's just a quick mental gate that they pass through. Oh, it might be a different test. 23:09 NICK VERGE Yeah. Real quick, DR. POMPA. What we're doing right now, I kind of, I think about a lot of things in terms of frameworks and formulas and check boxes and what we got to work through. And so for every single B2C VSL, I have about 13 checkboxes from an introduction or like a lead, a problem paradise. The guide appears. That's been the trial and failure. You know, the solution, that's you. The transformation that happened, the offer that happened, the undeniable proof, value, justification, guarantee, increasing value and an invitation. And so all we're really doing is kind of just brainstorming around these topics and what that's going to give me Is all the ammo to then crystallize that into a script that's, you know, actually thoroughly thought out on specific words and whatnot. So, yeah, during this time, you all. 23:58 DR. POMPA Said I didn't need to be here, but I'm curious and maybe I can add something. 24:01 BEN AZADI Sure, yeah. I think it's helpful for here. 24:03 NICK VERGE Yeah, absolutely. So if you have anything that you want to shout out that like you think would be really good here, that'd be useful as well. So as I said before you hopped on, there's some of these things that are a little bit more creative. Like the intro is very creative. Whereas, like Problem in Paradise, we've kind of already touched on this so far and I wrote down some of this stuff and I'd love to chat with you guys as well and like, you know, thoughts on what we need to include here. But I really think that the problems that we're going into was again, that body mental clarity and then just feeling old. But remember what were saying is that we want to do one for male and female. So I think what's really important is going male and female. 24:43 NICK VERGE So you guys feel free to shout it out. Shout it out. But I think one of the main problems with men is going to be like, drive. 24:50 BEN AZADI Yep. 24:51 NICK VERGE And I would even say, like, we can even put in parentheses, like let's say focus here. And then we have drive sex. Like, no sex drive. Body fat, feet are falling off. Like the. We're talking about the neuropathy. Neuropathy. 25:09 DANIEL POMPA More diagnosis. 25:11 BEN AZADI Yeah, Ed in the drive section. Ed. Erectile dysfunction is part of that. 25:18 NICK VERGE I mean, see, men focus irritability. 25:25 RON LYNCH Men produce productivity, not relationships. Women produce connectivity and relationships. So these are all. These are all related to productivity. My work, my sex. These are hunter things. I'm getting the thing. I'm getting the productivity out of my body. 25:40 BEN AZADI So procrastination. 25:41 RON LYNCH These are a little bit less identity focused than the women's will be identity focused. If it's identity here, it's hero. I am getting closer to being the alpha that I want to be instead of being passive. 25:55 NICK VERGE I think that's a big one right there. Is passive. 25:57 BEN AZADI Passive. 25:58 RON LYNCH This was the Charles Atlas getting sand kicked in your face years ago. Like, I want to be that guy, not that guy. 26:07 NICK VERGE The Atlas machines you're talking about, Charles. 26:09 RON LYNCH Atlas sold bodybuilding through comic books and magazines. 26:12 BEN AZADI And they're. 26:13 RON LYNCH It was one of the first direct response ads literally 100 years ago. And it was a skinny guy getting sand kicked on his. In his face in front of a pretty girl with a big muscly guy on the beach. It's like, tired of getting sand caked in your face. That sold bodybuild. That was what started the bodybuilding industry, was that app. 26:29 NICK VERGE That's awesome. Very cool. So we have that for. For the man. Anything else we guys think that we need to call out there. Any other, like, symptoms or anything that's. That's clearly sticking out there. Health. I mean, there's like, health complications that we can talk about as well, so we can get more specific and more granular because, like, we gotta think about as well. We got pre and then full blown. But we know that pre is way bigger than full blown. It's like 80% versus 20% on that. So that's the thing that we gotta think about as well is do you guys want to do a VSL that speaks directly to diabetes, or do you want to do a VSL that speaks to pre? Because I feel like it's almost. One's a way bigger market. But they're very different messages. 27:08 DANIEL POMPA Dad, how did you craft the message with. Whenever you did. You know, if we watch the open of your thyroid talk, it's like, you know, maybe you're someone who's gone to your doctor. Da, da, da. It kind of opens up both, right? 27:21 NICK VERGE Yeah. 27:22 DR. POMPA Or maybe there is a way when you do the actual bsl. I agree. Very specific how you lead them there, who you're targeting. That said, once they get to the vsl, you can actually target both. Look, you know, I know that many of you know, got here because. Well, let me explain, you know, bubble. 27:43 NICK VERGE Right. 27:43 DR. POMPA So you can. You can do that and win real quick. 27:48 DANIEL POMPA Seth and I discussed on another vein. Should we consider some sort of interactive BSL where they select which one they are on screen? You guys done those? 28:00 NICK VERGE You know, I've heard a lot of people talk about them, but I've just never really seen one scale. Like, none of the massive ones I've seen have gotten to that. I mean, I've seen them. It's worth testing, but I personally haven't seen any. 28:11 DANIEL POMPA Yeah, that's fine. We don't want to test something new. 28:13 NICK VERGE On something like this anyway. 28:14 RON LYNCH But there's a piece to this that. To speak to what you're all talking about, that I think these are performance things that we've discussed so far. So performance links to longevity and effectivity in your life and production. Then there's also attraction. 28:33 NICK VERGE Yeah, you're fucking gross. 28:36 DR. POMPA If you look at that commercial television right now. It's a skin thing for males. And they said, do you want to be this guy or this guy? Do you want to be this guy or this guy? 28:46 NICK VERGE Yeah, it's vertical. 28:48 DR. POMPA Yeah. They're running the crap out of it. 28:52 NICK VERGE Working appearance like dad bought. 28:55 SETH PENNINGTON How different is the problem for people with pre diabetes versus diabetes, or is it just exacerbated problems? 29:03 BEN AZADI There's not much. I mean, it's gonna be exacerbated once you're fully type 2 diabetic. They're gonna be on medication, they're gonna be having regular doctor's appointments. So it's a little bit more frustrating once you're fully diagnosed. But at this stage, they don't even know that they're pre diabetic. They're just like, why do one of them not feel? 29:20 RON LYNCH Yeah. 29:20 NICK VERGE This is if you have a mole. 29:21 RON LYNCH Or you have skin cancer. 29:23 NICK VERGE Yeah. 29:25 RON LYNCH I'm not sure. Right. But once you're diagnosed, you start a treatment protocol for skin cancer. But you still have that curiosity and then. 29:33 NICK VERGE So drive and focus is basically like, let's call it foggy brain. But then I'd love to do as well, just tired. Because foggy brain is a little bit different than tired. Tired is like foggy brain's like, you can't focus. Tired is just like, dude, I need to get back into bed. You wake up and the first thing you do is like, after you've had a cup of coffee, you already want to go back to bed. Bed. 29:53 RON LYNCH And I would go to the word exhausted there. 29:56 NICK VERGE I like that. 29:56 RON LYNCH Cuz tired is. Exhausted's a state. 30:02 NICK VERGE Yeah. 30:02 DANIEL POMPA Yeah. And exhaust is better than chronic fatigue because. 30:06 NICK VERGE Yeah. 30:06 DR. POMPA You know, and again, attaching it to their. What they're actually doing to compensate, you know, it's like if 2 o'clock hits and you're reaching and looking for an energy drink or another coffee or something with, you know. Are you using stimulants to get through your day? Because that's what you find. 30:22 NICK VERGE Right. 30:22 DR. POMPA Like, I don't use stimulants through my day. 30:25 BEN AZADI Right. 30:25 DR. POMPA It's like. But I find that so many people are. And that is the start of them compensating for what's not normal. You should have energy through the day. And they're doing it for their brain and they're doing it for. Just to make it through the damn day. 30:39 NICK VERGE Yeah. 30:39 DR. POMPA So we have to call them out on it. 30:40 SETH PENNINGTON I actually wrote some ads on that recently, nick, around how 80% of Americans drink coffee or energy drinks every single day. But despite that 15% still it will say they feel very tired or exhausted every single day. 30:54 NICK VERGE Yeah. 30:55 RON LYNCH There's a subtext. 30:56 DR. POMPA Because by the way, though, there's a point where it works, but then there and then the habits created, and then it doesn't work anymore. 31:03 NICK VERGE Absolutely. Yeah. Like, you cut out caffeine for a month, then you come back and you have a cup of coffee. First, like, week, two weeks is really good. And then after that, it's just like, you're just right back to it. You're having a cup of coffee and yawning immediately. 31:18 DR. POMPA Yeah, exactly. So, I mean, and if you tell people that, they're like, oh, wow, that's exactly what's happening. 31:23 NICK VERGE Yeah. 31:23 DR. POMPA Okay. Well, there's a reason. And, you know, by the way, all the things that we've discussed before, they kind of are male and female. 31:30 NICK VERGE Right. 31:30 DR. POMPA Skin tags. 31:31 NICK VERGE Yeah. 31:31 DR. POMPA Brown patches under the arms or. 31:33 RON LYNCH Yes. 31:34 DR. POMPA Or you're an urgency. Irritability, Tired after meals. But what do you do after you eat? Do you look for the couch or, you know, all that stuff? 31:43 NICK VERGE Yeah. So we'll throw that in. 31:46 RON LYNCH There's a subtext of the psychology here that wouldn't be female for this, which is. And again, I say subtext. There's a point where a quitter becomes a loser. You never say that, but that's what, like, no guy wants to be a loser or a quitter, but quitters turn to losers. And there's something in this, like, oh, if you don't do something about yourself, you're on that path. And now you can. We're gonna stop that, right? Yes. 32:17 NICK VERGE Yeah. 32:18 BEN AZADI Yeah. 32:19 DR. POMPA A woman wouldn't identify with that at all. 32:21 RON LYNCH Absolutely not. 32:22 NICK VERGE Yeah. When you say subtext wrong, do you mean, like, something we could say? It's not directly that gives them the same behavior. I feel like when you were a kid and you were watching athletes, like, that's what you wanted to be when you grew up. But I don't want people to immediately think right out the gate that it's like, this is a bodybuilding program. 32:37 BEN AZADI No, no, no. 32:38 NICK VERGE You know what I mean? 32:38 RON LYNCH No, it's just in life, you don't want to be known as a loser, at least. So if you have low. If you're low sex drive, can't get anything done, you're laying on the couch, you're gaining weight, you're like, oh, you're on loser rope. You're on loser highway. 32:53 NICK VERGE Yeah. 32:54 RON LYNCH And I, I, Nobody wants to be on that. 32:56 NICK VERGE Yeah. 32:57 RON LYNCH So we have to find a way to message that subtly without overtly saying it. But, like, you know where this road goes. 33:03 NICK VERGE Yeah. So let's now go over to the feminine on this. So. So let's say we know for a fact it's the being ignored. Like we talked about that. 33:13 RON LYNCH Invisible. 33:14 NICK VERGE Ignored. Invisible. Got this. So I stopped touching this stuff. 33:18 BEN AZADI Yeah. You're already taking too much fish oil. 33:20 NICK VERGE I know, right? I'm grabbing all the toxins, man. 33:22 BEN AZADI Dr. Papa, you just took a handful of fish oil. You gotta let that. 33:25 NICK VERGE I took two fish oils. 33:27 DR. POMPA Well, you shouldn't take any. It's a rancid oil, remember? It's more rancid than seed oils because. 33:32 BEN AZADI It has more double bonds. 33:33 NICK VERGE I learned something new today. There we go. 33:35 BEN AZADI That's exactly what I said. 33:36 RON LYNCH He stopped the Uber on the way here to eat a baby harp seed out of the lake, too. I don't think that's good for him. 33:42 NICK VERGE It's a lot of fat. Okay, so invisible Ron, do you just want to list these ones out? Because I feel like this is definitely your domain and I'm speaking to this pompa dodge. Pompa as well. 33:51 RON LYNCH The energy ones are huge, so. 33:52 NICK VERGE Energy. 33:53 RON LYNCH So her energy is going to be huge to her. 33:57 NICK VERGE But energy for what, though? 34:00 RON LYNCH It can be energy for kids, it could be energy for herself, it could be energy for work. The energy. Lack of energy means things undone. 34:12 DANIEL POMPA Yeah. 34:12 DR. POMPA No, yeah, but here, like a man. Energy for performance and work. 34:16 NICK VERGE Right. 34:16 DR. POMPA But for a woman. And you know, when your energy drops, your glow drops. Right. You know, meaning you can see. You can see when you're, you know, your energy is declining. It shows on your face. 34:28 NICK VERGE Right. 34:28 DR. POMPA You get the dark circles, you get the pale look. Yeah. Your glow disappears as your energy drops. Is that what's happening, you know? Yeah, yeah. 34:36 DANIEL POMPA You're not able to show up for those you love. Women want to show up for people in their community, like their kids or whoever is their husband. 34:43 DR. POMPA Well, yeah. Energy for your family, your kids. Absolutely. You know, that. That is. You know, I would say those are the top two of why a woman wants energy to, you know, perform for her family. And she knows it translates into how she looks. And that's huge because again, she's disappearing. 35:04 NICK VERGE Yeah. 35:04 RON LYNCH So that does also translate into credit for it. 35:08 NICK VERGE What? 35:09 BEN AZADI Credit for it. 35:10 RON LYNCH Women crave praise. I don't cook great meals to have the great meal. I cook meal great meals to get the. 35:16 NICK VERGE Thank you. 35:18 RON LYNCH That was great, Mom. They'll cook mediocre meals. If the answer is that was great. 35:24 NICK VERGE How would you like, say that Feedback loop? Because you can't say it directly so let's say if someone said, like, you know, maybe you don't feel like you're able to. You're not able to show up for your kids, how would you go into that? 35:33 RON LYNCH I would put it as a positive. You want to always be able to not only show up for your kids or your friends or your husband, you want to get the credit for it too. You want people saying, thank you're awesome. 35:42 BEN AZADI Be appreciated. 35:43 RON LYNCH It's appreciation. Appreciation and gratitude will get you more out of your marriage than a credit card. 35:51 NICK VERGE Okay. Alrighty. So outside of that, I mean, I think a lot of this stuff does translate over procrastination, irritability. Do we find sex drive as well with women as well on this? 36:06 BEN AZADI Yep. Yeah, well, yeah, of course. 36:08 NICK VERGE So we'll say that kind of translates over body fat, obviously. Same thing there. I feel like that's. It's pretty much a lot of this is over. I think the main thing that we're seeing that's different is like, what they're doing, the drive and focus for and then as well, work versus, like, how they're going to do it. I don't think women would be very receptive to loser. 36:29 RON LYNCH Not at all? 36:30 NICK VERGE No, not at all. Yeah. 36:33 RON LYNCH It's invisible. Invisible is their form of loser. 36:35 NICK VERGE Okay. 36:36 RON LYNCH Sex is energy to have pleasure. 36:42 BEN AZADI Would it be more intimacy versus sex? 36:45 RON LYNCH Yeah, they have intimacy for intimacy and pleasure. Women don't have sex the same we have. Same way we have sex. They have a much different finish line. It's pleasurable or it's unpleasurable. 36:57 NICK VERGE Okay, gotcha. Alrighty. So that's the problem. So, boom, we've got that out. Now it's again, just taking all those bullet points and just turning it into language. So let's now move on to the next section, which is a paradise. So the paradise, just to be clear. Yes, sir. 37:14 DR. POMPA You know, even though some things cross over, the psychology of each one is very different. Right. So you're saying the psychology for men is ultimately hero hunter, and the psychology for women is identity. The fear, the insecurity of disappearing was. 37:34 RON LYNCH That that's the negative side of it. The upside is I'm a seen beautiful, nurturer, Goddess is the upside. 37:42 NICK VERGE Mm, I like goddess. Okay, so let's talk a little bit about this as well. Like the paradise for men. I think what we can say, like across the board for both men and women, it is weight loss. You swap it out. 37:57 DANIEL POMPA Yeah. 38:00 NICK VERGE So you got weight loss. What is the average for men? 38:16 BEN AZADI Let's say £50 for both, actually. 38:18 RON LYNCH What, 30 to 50, what they believe is 20. 38:22 NICK VERGE Yeah. 38:22 DR. POMPA Probably say that reality. You have to identify with what they actually think. 38:29 RON LYNCH Yeah. Their think is 20. If I just lost these 20 stubborn pounds, I would look great. Even though they need to lose it three times. 38:36 BEN AZADI Yeah, that's correct. 38:37 DR. POMPA Yeah, I would say 10 to 20, to be honest with you. I look at these guys who like their bellies hanging over the thing, and they're still like, talking about ten pounds. And I'm like, ten pounds? Holy. 38:47 BEN AZADI Yep. 38:48 NICK VERGE Well, it is. The. 38:50 RON LYNCH The thing about women in 10 is they have hormonal tricks and things that they can do that'll get them through the first 10, 20. And I mean, I'm saying this from having done Richard Simmons, Harley Pasternak, like, tons of diet stuff, Weight Watchers, they're in their. Like, the research number is 20. If you can give me 20, I've won. And they do need 40 to 45. 39:15 NICK VERGE You're right. 39:16 RON LYNCH But that's. That's anchoring number. They think they can pull off five or ten by themselves. 39:20 NICK VERGE Yeah, right. Yeah. 39:22 DR. POMPA Well, they typically can, just with caloric restriction. 39:24 NICK VERGE Yep. 39:25 DR. POMPA Which doesn't last. And it's half muscle. Right. 39:27 NICK VERGE So. 39:29 BEN AZADI Yeah. 39:30 RON LYNCH So the. The piece of this paradise that I want to make sure that we include on both sides is not just, what will you get? Because that's almost a feature of it. It's who will you be? 39:42 NICK VERGE Yeah, let's talk on that. Who do you think it is? The male is hero. They want to be the hero. And then the female is the goddess. But, like, how do you. How do you crystallize that into, like, more, I guess, more language there? 39:53 RON LYNCH So the male is Adonis. 39:54 NICK VERGE It's. 39:55 RON LYNCH I'm a warrior. I'm a winning warrior with a great physique. A woman is. I'm a praised nurturer with a nice figure. Men want physique, women want figure. They want shape. 40:14 NICK VERGE Toned. 40:15 RON LYNCH Because there's culturally, there's a difference between black women, white women, Mexican women, Asian women as far as body type to weight ratio. The ideal for their culture inside of our culture is slightly different one from another. So shape is a much safer place to go than weight. I want to fit in these clothes and look fucking awesome. 40:42 NICK VERGE Yeah. 40:45 DR. POMPA I think that is what it is that there's. There's clothes hanging in a woman's closet that they can't get in anymore. 40:52 RON LYNCH That's exactly right. Yeah, I want to. 40:54 DR. POMPA And that is big deal. 40:56 BEN AZADI Yeah. 40:57 RON LYNCH Over at. I worked with Healthy Trim for a number of years in Atlanta and Our message was get high school skinny. And it was showing. The whole premise was show up to your high school reunion in the clothes that you would wear in high school and nobody else at your, like you want to blow away the people at your high school reunion. Yeah, these people didn't even need to have a high school reunion coming up. The idea of being able to do that was such a profound promise of oh yeah, that's what I want. I want that 18 year old girl body I had. 41:32 NICK VERGE So let's go as well to paradise for men. It's definitely going to be like laser focus again. So for work, would you say as well? Because we've been saying procrastination. Is there an element to this that's finally like having the drive to get back in the gym again? Is that accurate? Yeah. Is that like people are saying that as well? Okay, drive to get back into the gym. 41:58 RON LYNCH And the results of all of those things, the productivity gives me the body gives me the workflow, gives me the money. If I am him again, I get all of the spoils physically, financially, emotionally. 42:13 DR. POMPA Yeah, you know, it's almost like, you know, the man, you have to show him the image of him in the car that he wants. What the heck does that have to do with my health? Well, yeah, you make the transition because that's what happens when your performance goes up. Now, now look at you in the car, you know, there you are, you know, in that, you know, just better environment, everything's better. 42:38 RON LYNCH Yeah. And guys are very pliable. And I'm not going to say, hey, we need to be this person. But they love archetypes. So I've, you know, doing studies in men's diet, health and exercise over the years. I can tell you that if I put David Beckham in front of every guy, he goes, that's what I want to be. Every guy wants to be David Beckham. I want to be that shape, that. 43:04 NICK VERGE Flexible, have all my clothes, Calvin Klein underwear, model kind of physique. 43:09 RON LYNCH Yeah, I wanted anything. 43:10 BEN AZADI Fight Club, Brad Pitt, Fight Club. 43:13 RON LYNCH That was another archetype. Tom Brady back then was one of those archetypes that was like, oh, that's. And there's, and I don't mean pick all white guys. There were plenty of black guys that fit that as well. But it was, it's an archetype. 43:27 NICK VERGE That. 43:28 RON LYNCH Has all the trummies with it. So it is physique, money, power, status. 43:36 NICK VERGE So let's also talk about your health. Like maybe so Dr. Bamba, the way that you Kind of phrased it in the beginning of your VSL was that there's a bunch of stuff going, you can't figure out what it is. So you've taken all these different tests and tried it. I'm curious how you guys think we should phrase this for the paradise in relation to diabetes. Because they. Pre diabetes. They probably have no clue they're pre diabetes. How would you phrase that in terms of. Yeah, like the. Is there other ailments that are happening because of the prediabetes that they don't even know about that are common there? 44:10 DR. POMPA Well, I mean their hair is thinning. You know, it's like. And that's again, men and women, you know, women, that's a big problem. I mean that they will be like, I'll deal with my fatigue, but not this hair thing. 44:24 RON LYNCH Right. 44:24 DR. POMPA You know, it's like, I'll deal with my belly, but not this hair thing. You know, hair is supreme. And that's a big deal. Males, not so much. I mean it's still a big thing, but not like women. The belly on the man is probably a bigger deal. 44:41 BEN AZADI Right. 44:41 DR. POMPA But the skin issues. 44:44 NICK VERGE Skin issues, big deal for both men and women. Is it just armpit area? 44:49 BEN AZADI No, because it's usually armpit, eyelid, neck, back. Those are the typical spots. But it could be anywhere really. The brown patches are armpit, slash neck. 45:01 DR. POMPA But when you look at again, I've said this for years, Ben will tell you if you want to age faster than anybody in your community, just keep spiking glucose levels or do steroids. Yeah. Because glucose and insulin and this is pre diabetes. We're not talking diabetes, we're talking about spikes. It ages you rapidly because of the oxidative stress. And by the way, that the test that we do, that meta oxy test, it could be anti aging test. If you're stuck at a six or seven on that test, you're so oxidative, it's showing on your skin and your hair. And we don't even market that we should. But it's true. You know, it is driving oxidation. And that is means your skin is breaking down your collagen in your skin and it shows. 45:51 NICK VERGE That's great. 45:52 BEN AZADI Yeah, that's good. 45:53 DR. POMPA So diabetics die from age related diseases. That's what they die from. Because it's aging you premature. The number one cause of heart disease, cancer, all of it is age. Meaning if you're aging prematurely, your risk of everything of dying goes up. And what, and but what happens first you See it on your skin and your hair. 46:21 BEN AZADI That's right. 46:23 NICK VERGE So I think. And what's kind of cool is as you fill these sections out, it kind of like other parts reveal itself. So as were going through these, what I don't want someone to think immediately is like, oh, this is just a weight loss program, or, oh, this is just a diet or whatnot. So we need to add that into your intro here is this is not. So within the first two minutes. What I want to hit is that this is not. 46:49 DR. POMPA This is not in my vsl. You saw me do that. Let me tell you what this program is and what it's not. Well, let me tell you what it isn't. It is not a diet program. 46:59 NICK VERGE Yeah. 46:59 DR. POMPA That is not that. That is not what this is. I'm sure you've done many of those and you couldn't even stick to the diet, by the way. You're going to learn a reason for that. But I'll tell you what this program is. It's getting to the cause, the real cause of why you've tried everything and nothing's worked. 47:14 NICK VERGE Yeah. 47:15 DR. POMPA And that is why you're so frustrated. I'm. Now I'm telling what it isn't, and I'm telling them why this is like, the answer for them and why nothing's worked. Because their biggest fear we find is this is just another wasted money that my husband's going to kill me for. Yeah, this is going to be another fail. So if you can tell them why this isn't going to be available, why this is different, why they still don't feel well despite all their efforts. You got them. 47:38 NICK VERGE You got a background in NLP at all or anything you've taken in nlp? 47:41 DR. POMPA You know, I. I've had a little bit about, you know, just come all the seminars I went with, you know. Yeah, I would. I've been to. I've been to one of the top teachers in that. I've been to, like, most of his events. 47:52 NICK VERGE Is that. 47:54 DR. POMPA What's that? 47:54 NICK VERGE Is that Michael Burnoff or. No, Richard Bandler. 48:00 DR. POMPA No, no, it was. Oh, gosh. What was his name? I. I'm. Daniel knows him. Daniel. Gotcha. I introduced you to him, remember? 48:12 BEN AZADI He's not in the room. 48:14 RON LYNCH He's not in the room. 48:16 NICK VERGE Gotcha. 48:16 DR. POMPA Oh, he's not in the room. Okay. 48:17 BEN AZADI Anyways. 48:18 DR. POMPA Yeah, I'll think of his name in a minute. 48:19 RON LYNCH At this point in this video, I'm gonna let. I'm gonna ask you to make a choice for yourself and the choice is gonna be something really simple. Do you want to live longer or die earlier? I want you to pick one of those two things because that's what I'm going to show you. Why people die earlier than they should and why people live longer than they should. And you get to pick, like, build that urgency up front. Oh, shit. Okay. 48:42 NICK VERGE Is it useful for you guys, for me to be slowing down to kind of explain some of the concepts as well so you can take it to other stuff you're doing on it? 48:48 BEN AZADI Is that. 48:48 NICK VERGE Okay, the thing with the intro that I really like is the concept is called an open loop. So my goal within the intro is to open anywhere between three to five loops and what DR. POMPA is doing. And I don't know whether it's intentional or natural. He just did, like, three of them in that one statement. In fact, I'm going to show you the reason why that's never worked before. At the end of this video, what you're going to discover, like, all these things. The person has to solve the puzzle now. They need to complete that. So we know, kind of, because we. Okay, this is what we want to state. Well, we know. Okay, well, we don't want them to immediately click out the reason why I start, I go with, like, okay, what's the basic stuff? Right? 49:25 NICK VERGE And then I come back is because I don't really know what the intro should be until I do this. Like, a lot of people will go straight to leads, and I think that's kind of dumb. I think you should write the entire VSL and the leads. I can come up with a million leads. You know, there's so many different ones. So the next thing that we have is, Ben, you're here. So you're coming into this. We're introducing you. I'm not gonna write this stuff down, all of it, but I wanna just interview you. So let's say that I am. Are you familiar with Jeff Dunham? Remember that comedian? Do you remember Walter. Yeah. 50:00 BEN AZADI One of his. 50:02 RON LYNCH Joe Biden. 50:03 NICK VERGE Yeah, Joe Biden. Yeah, Joe Biden. So I want you to imagine that you got Joe Biden, Walter, and he's just like. We call it Grumpy Old Man. It's a whole market category called Gong. And a lot of conservative offers go to that highly skeptical. So what they want to see is proof. And so I'm gonna ask you questions, and I don't want you to. It's me. This is an archetype of, like, the skeptical customer. And so I need to ask you These questions to figure out why. So why should I even listen to you? 50:34 BEN AZADI I saw my dad go through this. I saw my dad struggle with his blood sugar diabetes. And I saw the progression of it, what it did to destroy his life and everybody around him, including me and my family. 50:48 RON LYNCH Okay, okay, that's, to me, out of order. It's right, but it's not the right. So the right is tell you why I'm a doctor and I've helped about 50 people out, 1500 people out of the predicament. Let me tell you how I learned about the predicament. Then we go to your dad. 51:08 BEN AZADI So let's. 51:08 RON LYNCH So I've saved lives. 51:10 NICK VERGE Yeah, Right. 51:11 RON LYNCH I've done the CPR and I've seen what happens when people don't listen to me because believe me, I have patients that don't listen to me. And it ain't pretty. 51:19 BEN AZADI Okay. 51:19 NICK VERGE Yeah. So let's go into that. So give me some credibility surrounding you, like background school, all type of stuff. 51:26 BEN AZADI Well, not a doctor. So are you playing on TV? But DR. POMPA calls me a doctor all the time. 17 plus years of experience in the health space. I've taken 5,000 students across the world through my protocols. 51:46 NICK VERGE This is all for diabetes. 51:47 BEN AZADI No. Okay, no, I was gonna get to that. Now hundreds of them have reversed their diabetes through the protocol. I don't know how much this carries weight. 4 best selling health books, national keynote speaker and topic related. Topic related. 52:12 NICK VERGE 4 bestselling. 52:13 BEN AZADI All the books are. It's topic related. They're all health books. They're all. Diabetes are in that. So that's topic. 52:18 RON LYNCH Well done for these folks. The devil's in the details. 52:23 BEN AZADI It needs to be. 52:24 RON LYNCH Just give me some salt and pepper here. Books that involve longevity. 52:30 BEN AZADI Yeah. So metabolic health expert and a book with Hay House about metabolic health. 52:40 NICK VERGE Okay, four bestsellers. What else? We have hundreds of reverse diabetes. Four bestsellers, 5,000 students, 17 plus years. 52:48 RON LYNCH In health, sought after speaker. 52:50 BEN AZADI Yeah. International keynote speaker. 52:52 NICK VERGE Do we have footage? 52:53 BEN AZADI Yes. 52:53 NICK VERGE Beautiful. 52:54 BEN AZADI Yeah, I've got intro video too. 52:58 RON LYNCH Prestigious event that you spoke at. 53:03 BEN AZADI Let's see, we've been on NBC News speaking about diabetes. NBC News, Tampa speaking about diabetes events. Papa, what do you think? 53:24 DR. POMPA I mean, I. I think just a. A very good statement is. I mean, you're. You're now a leading teacher and expert, you know, in this, in the field. Now, you know, you're sought after. There's the word. You are. You're a sought after speaker on diabetes and other health conditions. 53:51 RON LYNCH Do you teach doctors, nurses and health care Practitioners as well as. 53:56 BEN AZADI Yeah, so papa, you brought me into. 53:59 DR. POMPA Yeah, he teaches our doctor group. 54:02 RON LYNCH Okay. So I teach doctors, healthcare professionals, nurses and their patients. 54:10 BEN AZADI Yeah, that's correct. 54:11 SETH PENNINGTON That specific verbiage is something that's worked really well. 54:15 RON LYNCH See, this is what I'm trying to get the edification. 54:16 BEN AZADI Yeah, that's good because I come out. 54:18 RON LYNCH Of it and it's hard for us to talk nice about ourselves. So we gotta. This is a moment to be like. 54:24 BEN AZADI All right. 54:24 RON LYNCH Don't give a shit. Flatter yourself with what you're telling us. 54:28 BEN AZADI So that. 54:29 RON LYNCH And we'll dial it back if you need to, but be over a little over the top and then we'll let us rein it in. 54:34 NICK VERGE How big is your dick as well? 54:37 BEN AZADI Okay, I got to take some of the shoes. 54:39 NICK VERGE When, when, when. Yeah, depends. Okay. So. So anything else on this to that you think would help add to your credibility? 54:48 BEN AZADI I. I don't. I mean 50 million views on social media. I don't know if that helps. Does YouTube3.320,000 YouTube subscribers. 54:58 RON LYNCH Meaning YouTube? 54:59 NICK VERGE Yeah. 54:59 BEN AZADI Yeah. We Huge resource for metabolic health. 55:03 NICK VERGE Family, kids, wife, fiance. 55:07 RON LYNCH Your wife know about this? 55:12 NICK VERGE Okay. I like. I like adding if you have kids and whatnot. 55:16 BEN AZADI I don't know if like I have dogs and cats. No kids yet. 55:19 NICK VERGE Yeah. Okay. 55:21 BEN AZADI Fiance. 55:24 NICK VERGE I think that's very good. What got you started in this? 55:30 BEN AZADI My own health transformation. So I was obese for 20 plus years. 55:37 NICK VERGE You got pictures of that, right? 55:38 BEN AZADI I do. 55:38 NICK VERGE Oh Great. 55:40 BEN AZADI Obese for 20 plus years. 55:41 RON LYNCH A hard thing to believe. 55:43 BEN AZADI Yeah, I know. 55:44 RON LYNCH That's the thing. The hard thing to believe is actually where he started was himself. He was obese. You look at him today, you would never believe it. But here's a picture from 20 years ago. Ben used to be photoshopped. Ben used to be £260. 56:00 BEN AZADI What happened? Two hundred and fifty. 56:01 RON LYNCH Ben used to be over. Over 250 pounds and today 170. 56:06 BEN AZADI Yeah. 56:07 NICK VERGE How do we know on a VSL what our compliance is if we have it later on showing a before and after. Are they fine with that? Just ads that get flagged. 56:16 SETH PENNINGTON Yeah. I'm not as worried about before and. 56:18 NICK VERGE Afters in debt, but just not on the ads and whatnot. Okay. So it was. You went from 250 to 170. 56:25 BEN AZADI Yeah. In nine months. 56:26 RON LYNCH So if you avoid the word weight and say body mass, you're. You're just in Facebook compliance. 56:34 NICK VERGE Yeah. You're better off body mass. Okay. So your own health so just kind of walk me through that. So it was your own health and then just. We're now going to this. So we're kind of switching over now. So you see how like it kind of naturally leads into it and then go to the next thing. So let's start here. Ben's 250. Let's start with how old were you here? 56:55 BEN AZADI 24 years old. 56:56 NICK VERGE So you're 24 years old. Let me start with the emotions. So you weren't what, like, I'm guessing high school. You were probably. Were you much lighter or overweight? 57:06 BEN AZADI My whole life. 57:06 NICK VERGE So your whole life you were. Okay, so you were overweight your whole life. Talk to me about the emotions on that. How did you feel as a kid? Always kind of being the overweight kid. 57:13 BEN AZADI Low self esteem, low self confidence, wearing T shirts to the beach, swimming pool, bullied, made fun of not many relationships in terms of, like girlfriends growing up. What else? 57:35 RON LYNCH Nice recovery, Ben. 57:37 BEN AZADI Thank you. 57:37 NICK VERGE Yeah, way to glow up, dude. 57:38 BEN AZADI Thank you. Well done. 57:42 NICK VERGE Not many relationships. Bullied. 57:45 BEN AZADI Yeah. Just feeling lost, like in life. Not just with like nutrition and confused, but just like lost. No direction. Addictions, food addiction, drug addiction, video game addiction. Addictions, different things. 58:02 RON LYNCH Do you have. Sorry to be a little psychotherapy on you, but do you have a moment? Did you have. Once upon a time, a kid walked up to me and said, once upon a time, my friend's mom said, once upon a time, the guy at the beach said, you have one of those. 58:19 NICK VERGE You're saying the shift. 58:21 RON LYNCH Just one of those that we can anchor because people understand. It's the sand caked in my face moment. 58:27 NICK VERGE The moment. Yeah. 58:29 RON LYNCH When my friend's mom, who was so sweet, called me chubby. 58:33 BEN AZADI I. 58:34 RON LYNCH Wait, there was something. 58:36 BEN AZADI Yeah, there is. So when I was younger, my mom's friend. What did he call me? He called me something that has to do with tires because the rolls in my belly. The Michelin tire man. Yeah, something like that. Yeah. So because I was actually. I went into a pool. I went into a pool without my shirt on and he called me that time. 58:58 RON LYNCH But this is dropping that hard right there. Yeah. 59:00 BEN AZADI And then from that point on, I never took off my shirt again. I wore my shirt inside of some people, was always the Michelin man. Yeah, the Michelin man. That's what it was. 59:05 RON LYNCH They called him the Michelin man. Somebody called me the Michelin man. And that right there, that was my anchor point. 59:10 BEN AZADI Yep. And at this point, by the way, I was. I was suicidal when I was 24 and obese. I Was pre diabetic, depressed, I mean, massive mental illness. At this point, looking on the Internet for ways to end my life. 59:23 NICK VERGE Oh, my goodness. 59:25 RON LYNCH So broke my spirit. 59:27 BEN AZADI Yeah. 59:30 RON LYNCH I appreciate you sharing that. And the value of that, playing that card for them is that's where they're at. And it makes them go, this guy's telling me the truth. Nobody would say this about themselves if it wasn't true. Therefore I know he's there. Therefore I know he can guide me out. 59:47 BEN AZADI Yeah. Here's the truth. I was on Google looking for the quickest way to end your life without experiencing the most pain. 59:54 NICK VERGE Wow. 59:55 BEN AZADI I was looking for that every time, but I kept thinking about my mom and it stopped me. But that was my life for years. 01:00:01 NICK VERGE Wow, man. It kind of goes back to what were saying at lunch on Maslow and what Maslow is kind of people just study the hierarchy and they stop there. And he has so much work. That's just brilliant. And he talked about to be the most human is to be the most. The biggest hero. And he said that again, we have those decisions to like self actualize. And the more we ignore it. He was saying that like all these things, the reason why you were feeling awful and then also as an internal to external, why you were trying to look awful and everything is you weren't being human. You were doing like non human things. These are like worldly things and whatnot. So kudos to you, dude. Like, that's amazing. This is amazing. This is like. I mean, this alone is gonna sell it. 01:00:39 RON LYNCH And the other piece to that is looking at you now, that doesn't seem possible. So you've moved so far away from that set point that it's like, oh, wait a minute. That this guy cannot be. That cannot be the same guy, cannot be tested. 01:00:55 BEN AZADI That. No. 01:00:56 NICK VERGE Yeah. 01:00:56 RON LYNCH And if they realize that and you come across that way as confident and happy, like, yeah, that was another person. It was another person. 01:01:03 NICK VERGE Yeah. 01:01:03 RON LYNCH I'm now this person. 01:01:05 NICK VERGE So let's. Let's now start to move towards. We're not the solution yet. So we haven't met. DR. POMPA, talk to me about kind of when now steps. Okay. We're 24 now. We're starting to move over. Like, we're starting to go down this journey. Talk to me about the transition. Not that type of transition, but the transition to like you're changing now to become. I understand this. I understand diabetes. Where did all that start? 01:01:29 BEN AZADI It started with my dad. 01:01:30 DR. POMPA You talk to me. 01:01:31 BEN AZADI No, me. Well, it started when I lost my dad. To the complications of diabetes. That's when I got. 01:01:37 NICK VERGE Was this before or after your suicidal episodes? 01:01:40 BEN AZADI This is in 2014. It later. Okay, so do you want to stick with my. 01:01:44 NICK VERGE No, no. This is like. It's all really good. So you lost your dad. 01:01:47 BEN AZADI I lost my dad to the complications of diabetes. And I don't know if complications. We could just say 2 diabetes, but in reality, it was the complications of it. And I was angry because went down the conventional path. And I took him to all his doctor's appointments, visited him every Tuesday to refill his medication, go to the supermarket to buy all the foods his doctor said he should eat. DR. POMPA, do you remember when were at Publix last year buying food for your dog? And I said, this is the same Publix I used to go to for my dad buying the toxic foods his doctors recommended for him. Do you remember that? 01:02:26 NICK VERGE I don't think he's here. 01:02:27 BEN AZADI Oh, he's not there. Yeah, well, that's part of the story, by the way, because I would take him every Tuesday, pick him up, take him to the grocery store. So went down the conventional path for my dad, and his diabetes got worse, and then eventually he lost his life. 01:02:40 NICK VERGE Okay. 01:02:41 BEN AZADI So that's what led me to, like, what happened here? Like, why did my dad suffer so much? When we followed all the instructions from his doctors? 01:02:49 SETH PENNINGTON So his compliance was really high with what doctors were recommending. 01:02:52 BEN AZADI It was good. I wouldn't say it was 100%, but, yeah, I was making sure he was doing everything they said he should do. But I didn't know any better. I thought that the doctor knew better. Right. The conventional doctor. So I was angry when he lost his life, and I wanted to. And then years later, that's when I came across DR. POMPA, and I'm like, oh, shit. Like, this is exactly what have saved my life. 01:03:10 NICK VERGE Were you still overweight at that point when you met DR. POMPA? 01:03:12 BEN AZADI No. 01:03:13 NICK VERGE Okay, so tell me the journey towards weight loss, like, what was happening there? And like, you know, after this point. So dad died. 01:03:19 BEN AZADI So the weight loss was before the dad died. The weight loss was in 2008. 01:03:23 NICK VERGE Okay. 01:03:23 BEN AZADI Dad died in 2014. 01:03:26 NICK VERGE Okay. So the weight loss was in 2008, but it wasn't. Was it just caloric deficit or were you starting to research diabetes or what? 01:03:35 BEN AZADI No, I was not researching diabetes back then. 01:03:37 NICK VERGE Okay. 01:03:38 BEN AZADI I didn't really have an interest in it. I was pre diabetic and I was going to do my doctor's appointments with High blood pressure. And all the answers I got was, you know, prescription or medication. It was never about any lifestyle change. And that's when I decided to research nutrition and make lifestyle changes. So what I did in terms of what didn't work was caloric restriction, relying on willpower. These are things that I tried that just left me frustrated. And then I eventually got into more holistic health. I eventually just started eating real food. That was my initial switch. But my health kind of cycled back and forth for years until I met Pompa. This is part of the story. 01:04:25 NICK VERGE Well, let's talk into holistic cleaned up diet. And you kind of had that yo effect with your health. 01:04:38 BEN AZADI I did, yeah. 01:04:42 NICK VERGE So yo with health. And so in this part, you're 24 here. 01:04:48 DR. POMPA How old are you now? Hey, guys, I have to step out first a bit. I have my assistant here that I need to guide here a second. So I'll jump back on when I'm done there. 01:05:00 NICK VERGE Thank you. 01:05:03 BEN AZADI 40 now, I was 24 when that happened. 01:05:05 NICK VERGE And then when you met DR. POMPA. So you were. That was. 01:05:11 BEN AZADI I was. I was 33. 34, yeah. 01:05:18 NICK VERGE Okay, so 33, 34. So you're yoing with your health. Can you talk to me about the yo a little bit? What does that mean? Weight, like, any complications? 01:05:28 BEN AZADI Weight gain it back. Who's weight gain it back? Lose five pounds, Gained seven. 01:05:35 RON LYNCH Emotional. 01:05:37 BEN AZADI Emotional what? Eating. Then what? Oh, yeah, Food addiction. Yeah, definitely emotionally. 01:05:43 NICK VERGE So you'd be able to break the food addiction for like a couple months and then it'd come piling back on. 01:05:48 RON LYNCH So this is anxiousness, the version of anxiousness and depression. 01:05:51 BEN AZADI That's it? Yeah, yeah, definitely. It's current step. 01:05:55 NICK VERGE Okay. And so you just kept. And so notice on this section, it's not trial and failure and success. It's just trial and failure. 01:06:03 BEN AZADI Got it. 01:06:04 NICK VERGE And then we move on to now. Finally we found it. So now what we want to move up to is so like, okay, so we're yoing. So what I would like to do is now take me to before you met DR. POMPA, what was going on. 01:06:19 BEN AZADI Right after I lost my dad. 01:06:20 NICK VERGE So this is right after that. Yes, because this is 2014. So it's four years later. 01:06:24 BEN AZADI Correct with that. 01:06:24 NICK VERGE So you had this four year gap. Walk me through that four year gap. 01:06:29 BEN AZADI I was operating a CrossFit gym that I used to own from 2013 to 2018, and I started noticing that my health was starting to decline again. Brain fog was coming back. Weight Was coming back around my stomach, belly fat, sleep issues. I started to develop some of the things that I was developing when I was overweight and obese. 01:06:57 NICK VERGE Yeah. At this point. How much did you weigh? 01:07:00 BEN AZADI I was cycling between 180, 195. 01:07:03 NICK VERGE Were you in good shape? But it was just like I owned. 01:07:06 BEN AZADI A CrossFit gym, so I was exercising like crazy just to keep the weight off or prevent it from going too high. But I was over training and I was just overcompensating for something else that. 01:07:16 RON LYNCH Was going on and the anxiousness of having a small business like that. 01:07:20 NICK VERGE Yeah. 01:07:20 BEN AZADI And yeah. With a payroll staff. Payroll and staff being the health guy and not. 01:07:25 RON LYNCH And food was your crutch. 01:07:26 BEN AZADI Yeah, food was my crutch. 01:07:27 RON LYNCH Was alcohol. Like I just mean when I say alcohol, I don't mean being drunk. I mean just the caloric intake of alcohol. 01:07:33 BEN AZADI No, at this point it wasn't just when I was younger. 01:07:35 RON LYNCH Yes. 01:07:35 NICK VERGE Okay. 01:07:36 BEN AZADI No, I had given up alcohol. I haven't had alcohol in a long time. So it wasn't my. But food was definitely my crutch. 01:07:43 NICK VERGE Okay. 01:07:44 BEN AZADI So I knew something was off. And at this point I was spending around $500 a month on supplements to feel better and it was not working. I was having. I was, I was actually doing my cross. I had my CrossFit gym. I also was doing personal training where I would travel to clients and I would have to cancel many appointments, go take a nap. I would sometimes even doze off while driving or feel like I was dozing off while driving. 01:08:10 NICK VERGE That's crazy. 01:08:11 BEN AZADI I was just really fatigued. No matter the amount of supplements I took or sleep I got, I tried with different diets, Keto Paleo, I was doing fasting. So I tried all these different things, yet I still didn't feel that great. And then that's what kind of led me to DR. POMPA, which I could talk about that, but. Yeah. 01:08:33 NICK VERGE So now. So do you see what I mean by like boom, boom? Like we literally have a whole half the VSL done now and that's half of it. And now we can move into the next part of it. So the solution. So this is when you met DR. POMPA. So that was the year 2018. Alright. There. 01:08:53 BEN AZADI Yeah, that's correct. Yeah. 01:08:55 NICK VERGE 2018 is when you meet DR. POMPA. So what was Facebook ad? Was it like an event or some sort of speaking? Like how did you find it? 01:09:02 BEN AZADI He had an event. He has his conference called Live it to Lead It Conference and he had one coming to Boca, and I'm in Miami, so I thought, oh, this is a good opportunity to see him in person. How did you find that original YouTube. 01:09:14 NICK VERGE So it was just YouTube? 01:09:15 BEN AZADI Yeah, his podcast on YouTube and his YouTube videos. So I was aware of him, and I liked his stuff. And then I saw, oh, he has a conference coming to Florida. I'm in South Florida. I'm gonna buy a ticket, which I did. 01:09:31 NICK VERGE Ron, I'm curious in your verbiage here, what you think? Because, like, when I think of the solution, usually people want it on, like, a solar platter, and it's like. It's like freaking Star Wars. You know, he meets Yoda and he has to go to the Dagobah system, and there's this whole thing that happens there. How would you explain it when something as simple as, like, YouTube podcast, like, I just listened. I was on YouTube listening to someone, and I came across this guy, like, because I don't want it to be like. So we just explained this, like, really in depth, just cycle of all of it. And then we get to. Yeah. And then I just found a guy on YouTube, and then he became my guy. 01:10:06 RON LYNCH Now When I found DR. POMPA on YouTube, I just stumbled across him on YouTube. I started listening, and he was telling my story. Everything that you just heard about me, he was relaying, and he was starting to retell my story. And what he had was an actual finish line that my story didn't have yet. He knew how to unlock the thing that would give me the answer forever, because I was vacillating forever, and I was trapped in the vacillation. It's almost like being an alcoholic who's going to the bar every day trying not to drink. I owned a gym. I was buying $500 worth of supplements. I was doing all of the things, and I had a gap. I didn't know what the gap was. And when he shared what the gap was, it was like someone. 01:10:58 RON LYNCH Like, someone gave me the pin number to Elon Musk's credit card. I was like, this unlocks everything. And it's so simple. 01:11:06 NICK VERGE Yeah. 01:11:06 RON LYNCH And then I did it. 01:11:07 NICK VERGE So how do you. 01:11:08 RON LYNCH So there's another piece to this, though, at the end of your story. That's got to be. I was so proud of myself because they're gonna. After hearing your beginning story, that's what you want to shift to them, is they're going to be proud of them. 01:11:23 BEN AZADI Yes. 01:11:23 RON LYNCH I was so proud of myself, and I thought, this is the feeling. This is actually what I want to do for Other people. I want to give this gift and this feeling of solving it to other people. And that's why. That's the why in solution. 01:11:36 NICK VERGE So I guess my question, and maybe this stuck phrasing, I don't. How do we intro Papa into this? Because I don't want to just be, yeah, this guy, Dr. Papa. And then it's like, well, who's this guy? You know? Because they may have never heard of him before at all. 01:11:50 RON LYNCH So. So even though I was in a process that I felt was recovery, I knew I was still locked in a cycle and that my cycle could always regress. I was always fighting something internal. I was always trying. I was still running from the tiger. I wasn't running to anything. I still didn't have answer. But when I talked, when I found DR. POMPA, he started telling these stories, and when he told the story, he was telling my story. 01:12:20 NICK VERGE So it's like I found this guy on. And I started. I started doing research. How do I break out? Because I had finished or fixed the last problem, but now I had a whole other set of problems. 01:12:27 RON LYNCH He told me things I had never heard before. 01:12:29 NICK VERGE Yes. 01:12:30 BEN AZADI Well, we could also say I was going to various conferences and just trying to learn how to get healthy. And I happened to go to Dr. Pompous, a gentleman named DR. POMPA Conference. And you know, the way that I explain it, and this is the truth, when I was there, within the first 10 minutes of watching DR. POMPA on stage, I learned more about health and nutrition and the metabolism than my 10 years prior to that. In the first 10 minutes, it was like he took my head off my body, flipped it around, put it back, and everything I thought about health was the complete opposite. And I said to myself, what were those changes? Well, I said to myself, I want to know everything this man knows, and I want him to teach it to me. Like I said, that's a mess. 01:13:10 BEN AZADI And eventually it happened. But the changes, Silver amalgam fillings, right? He's talking about. I don't know if we'll go into that depth here, but he's talking about silver fillings and how they leach mercury into the brain. And I'm going to the bathroom, looking at my mouth, and I'm like, oh, should I have eight of them? 01:13:24 DANIEL POMPA Right? 01:13:24 BEN AZADI That was aha moment for me, talking about mold and different cavitations in the mouth. So all these things that were hidden that I had no idea. I thought it was as superficial and easy as, like, caloric restriction or keto. And Fasting. And he opened up a whole new world to me that I didn't even know about when it comes to like root cause health. And I learned it and I applied it and it changed my life. And that's why I want to take off the world. 01:13:46 RON LYNCH So then there's a piece of that. Then it was not just nutrition and exercise. There were all these biomechanical things happening, chemical processes happening in my body from all kinds of causes that weren't just diet and exercise. Because we tend to think that our body is a result of our diet and exercise, but there's a whole host of other environmental factors, including our dentistry. Just leave it vague like that. Even our dentistry, that was affecting my metabolism and how my brain functioned. Who's ever heard that before? You know, ask him that question. Have you ever heard that before? Has anybody ever told you that your dentistry might be part of the problem? That was mind blowing to me. I'd never heard that. 01:14:33 NICK VERGE I mean, I'll say. It's just listening to you. Like, I feel like up until now, my big thing, like I started to unlock also this about eight months ago. I thought it was calorie deficit and movement. And then I started studying light and it was like, oh no, there's sun involved. He was messing around with me this morning. I have an app that says when. 01:14:53 BEN AZADI It'S UVA and you'd be outside, what is it called? 01:14:55 NICK VERGE It's circadian. 01:14:57 BEN AZADI Circadian app. 01:14:58 NICK VERGE Yeah. 01:14:59 BEN AZADI I love it. 01:14:59 NICK VERGE I was like. I told him they're gonna like it. Ron was like, oh, so you mean I just go outside? 01:15:03 RON LYNCH Which I do every. I live in Texas, it's sunny every. 01:15:05 NICK VERGE Day, I go outside. 01:15:06 BEN AZADI Same thing. Same thing, yeah. 01:15:07 RON LYNCH I'm outside between 10 and 2. I'm fine. 01:15:08 NICK VERGE I was like showing him this cool thing and he's just like, that's retarded. I was like, no, it's cool. 01:15:14 RON LYNCH No, it's good. When you're 25, 30, you love that shit. When you're 70, you're like, yeah, kid. 01:15:21 NICK VERGE Yeah, it was hilarious. So I think I then started to learn about light. Then I started to learn a lot about hormones. I went down the DHT rabbit hole, which was a whole thing by itself. And then what you're saying and what DR. POMPA is saying, this is my first time even considering cellular health. I'd never even thought about that before. And so I think that's a very big thing there. When you were. Because you had all this experience here, and then you're saying you're over here, did it feel like everything you learned was just wrong, or did it feel like you just learned. Yeah, something was missing. Yeah, I learned what was missing. 01:15:52 BEN AZADI Yeah, missing. 01:15:54 NICK VERGE And that was. 01:15:54 BEN AZADI But there were. There were a few things that were complete wrong and opposite. Like the fish oil thing, for example. Now, that's the part of the story that was actually the seminar that I learned about fish oil, by the way. Okay. But no, there was a few things that were complete opposite, but most of it was. It was missing. Like, I just had no idea. 01:16:13 NICK VERGE So at this point when were here, 5,000 students on that. 01:16:20 BEN AZADI Had this even started yet at that point where 2018. 01:16:26 NICK VERGE Yeah. So now we're here. 01:16:27 BEN AZADI Yeah. I was already working with people. I mean, it wasn't at 5,000. 01:16:30 NICK VERGE No, this is more like the CrossFit and help people lose weight and everything. It wasn't more so about, like, all these other factors? No. Okay. No, gotcha. Okay. 01:16:37 BEN AZADI This happened the 5000 after this. 01:16:39 NICK VERGE Okay. So you learned what was missing, and that was cellular health. 01:16:46 BEN AZADI Maybe more like hidden. Hidden causes. But, yeah, cellular health was it. But like the hidden causes. Hidden sources. Hidden causes. 01:16:57 NICK VERGE Okay. I think here is as well where we need to put pompous credibility. And what I want to do just. I'm just gonna jack that from the VSL you guys have right now, because it's like that already works. We don't need to go research that. So we'll take his credibility right there. And so let's talk about after that. The. I'm sure he had a pitch or something for some program or something at the event. Did you just buy immediately? So what was that? 01:17:28 BEN AZADI He had a. He had a program, still does. Called Platinum program, where he trains other doctors on his protocols. But I'm sitting there thinking, I'm not a doctor. I can't get into this thing. So I didn't even try because I was not a doctor. But I ended up going to the next conference he had in Vegas a few months later, and he spoke about the Platinum program. And I wanted to speak with somebody about it because it resonated with me so much. They made an exception for me to join it as the first health coach, not doctor. Wow. And that's kind of what opened it up. The whole. Talked about, like, certifications and all that for health coaches. So, yeah, that then I joined this program back in November of 2018. They made an exception for me. 01:18:09 NICK VERGE How much was. 01:18:11 BEN AZADI Was 84,000 for two years. And then, so, yeah, I tell people I've spent over a hundred thousand learning this stuff. 01:18:19 NICK VERGE So it was 84,000. And how did that feel when you heard the price? 01:18:24 BEN AZADI How am I gonna pay for this? Yeah, like, I want to do it, but I don't know how I'm gonna do it. 01:18:31 NICK VERGE Did you put on payments? 01:18:32 BEN AZADI I did, yeah. 01:18:34 NICK VERGE Credit cards? 01:18:35 BEN AZADI Yep. 01:18:36 NICK VERGE Okay. And why? 01:18:41 BEN AZADI Why? Well, that's it. 01:18:43 NICK VERGE Yeah. Why that? Because you could just read a bunch of books or kept listening to podcasts or whatnot. Why. Why did you need to join? 01:18:54 BEN AZADI I wanted access to him. I could read his books and watches, but I won't be able to get access to him. 01:19:08 NICK VERGE So when you went to the first conference and then in between, how long was this in between the two conferences? 01:19:16 BEN AZADI So April 2018 was the first one, and then November of 2018 was the second one. Was that five, six months? 01:19:23 NICK VERGE Okay. 01:19:23 BEN AZADI Yeah. 01:19:23 NICK VERGE During that time, was there any changes or was it more? So like, just. I just learned a lot, and I made some small changes. 01:19:28 BEN AZADI There was a change. I sold my CrossFit gym in between that. 01:19:31 NICK VERGE Okay. 01:19:34 BEN AZADI Yeah. And then I started to. Yeah. I removed my silver amalgam fillings. 01:19:39 NICK VERGE Okay. 01:19:40 BEN AZADI Because that's something I learned from Papa. And then when I joined Pompa, that's when I started doing detox the right way. 01:19:47 NICK VERGE Okay. 01:19:48 BEN AZADI I learned how to detox. 01:19:49 NICK VERGE And this one was this. This is where you. Right after you joined, you learned. I learned how to detox. 01:19:54 BEN AZADI Yeah. So first I removed the fillings in my mouth, and then secondly, I joined and learned how to detox. So that was the biggest needle movement for me, detoxing the right way. 01:20:03 NICK VERGE Okay. So I learned how to detox. So now what we have is the transformation. And so I'd love to know now, like, what started to happen. Like, okay, you learn how to detox properly. You took out your silver fillings. You started learning from these guys. You paid $84,000 to be in their program. Talk to me about the transformation. 01:20:24 BEN AZADI After I detoxed, just. 01:20:26 NICK VERGE Yeah, right after this point. Yeah. 01:20:28 BEN AZADI Well, I started to feel incredible. So no more brain fog, no more afternoon energy slumps where I'd have to take a nap. I just had lasting energy throughout the day. Sleep was improved. I would wake up feeling refreshed, not fatigued in the morning. No more reliance on drinking caffeine or stimulants throughout the day. 01:20:53 NICK VERGE Do you even drink caffeine anymore? 01:20:54 BEN AZADI Yeah. Yeah. Okay. 01:20:56 NICK VERGE Just not reliant on it. 01:20:57 BEN AZADI Yeah, exactly. Yeah. 01:20:58 NICK VERGE Yeah. 01:20:58 BEN AZADI Before, I had to rely on it just for energy, but I still drink it because I enjoy it. 01:21:03 RON LYNCH Same. 01:21:03 NICK VERGE That's the one thing that's tough, man. Is like, you want to go on a caffeine detox, but like, there's just something so enjoyable at a morning cup of coffee. 01:21:09 BEN AZADI I love the routine. Yeah, I'll take breaks, though. 01:21:12 NICK VERGE Yeah, yeah, but. 01:21:13 BEN AZADI And coffee could be good for you if, you know, not this type of coffee, but your own organic that I make. But, yeah, I like coffee. What else? Yeah. My relationship with my girlfriend and fiance improved. Intimacy with her improved. 01:21:30 NICK VERGE So at this point where you were here, right before this, before you met him, were you pre diabetic here, do you think? 01:21:38 BEN AZADI In 2008, I was 24 years old, I was pre diabetic. 01:21:43 NICK VERGE Okay. And so here you were not pre diabetic. Okay. So we go into that. Okay. And so you started to feel incredible. No more brain fog. Sleep improved. 01:21:52 BEN AZADI Lost belly fat, more confidence, productivity. Just like a feeling of feeling unstoppable, you know? I'm 40 now and I feel the healthiest I've been in my entire life by far. 01:22:12 SETH PENNINGTON Is it an issue for you, Nick, that he wasn't pre diabetic when he met DR. POMPA? 01:22:17 NICK VERGE No. Just gotta do some wordsmithing and some saying, putting the stuff together in a way that makes sense. 01:22:24 BEN AZADI My dad's story is a big part of that. 01:22:26 NICK VERGE Yeah. And I think that's a really big part, is that, like, we go into, like, I help myself. And then I thought, what if I knew this when my dad was alive? You know? And it's like, I think that's a big thing. Like, what if. 01:22:38 BEN AZADI Exactly. Yeah. No, he would be around today. 01:22:41 NICK VERGE Yeah. 01:22:42 BEN AZADI You know, I want to give you a button. 01:22:46 RON LYNCH Okay, I'm gonna make up the button, but I want you. But how? I designed the button. I want you to come back and resign. 01:22:51 BEN AZADI A truthful button. 01:22:55 RON LYNCH So one of the things that happened to me, really, I'll say. At the end of this process was my girlfriend and I were invited to go out to a nice dinner. Some friends of ours got engaged, and I was getting ready and I took a shower and I had my underwear on. And I was about to put my clothes on, and I was standing in front of the mirror, just in my underwear, looking at my body, looking at myself. And I might as well have been looking at my girlfriend and my bank account and my life. And I flashed back to who I was in 2008. The Michelin man. And he was gone. This was. I was standing in front of completely different human. Human being than I had been a decade before. I wasn't even the same person. 01:23:49 RON LYNCH And that's the moment I went, this is really real, and I can give this to other people. 01:23:58 BEN AZADI I'm on board with that. 01:24:00 NICK VERGE So that fits. That's the. It's what I was saying earlier, being able to explain what happened, you know, like, so well that the person's like, yeah, that's what it was. 01:24:08 BEN AZADI Yeah. 01:24:09 NICK VERGE So let's go. 01:24:10 BEN AZADI That exact moment didn't happen, but it's the truth. Yeah. 01:24:14 RON LYNCH I mean, I'm guessing that it is, like, at some point. Yeah. Oh, I killed that guy. 01:24:18 BEN AZADI I feel like the guy never even existed. Like, who was that guy? I look at photos. Yeah. So I'm on board with that. 01:24:24 RON LYNCH Changing your life doesn't mean changing your body shape. 01:24:26 BEN AZADI It means your life. 01:24:27 RON LYNCH The whole, like, different person changed my life. 01:24:30 NICK VERGE So this was the point where you wanted to now start helping other people with this because you'd already started a career helping people lose weight through, you know, fitness and through nutrition. But now you realize, like, okay, what I'm doing for myself, I can 10x the results of what I have. 01:24:45 BEN AZADI Yeah. 01:24:45 NICK VERGE Okay, so this is where that's. 01:24:47 RON LYNCH And people didn't have to go through the 3800 steps that I went to. 01:24:50 BEN AZADI Get here for all the money I spent, too. 01:24:53 RON LYNCH Yeah, I know. I know the. 01:24:55 BEN AZADI The answer and the time researching. Yeah, exactly. All that. 01:24:58 NICK VERGE So. 01:25:01 BEN AZADI Well, specifically to diabetes, I'm like, I'm gonna. I'm gonna apply this to diabetes. So. 01:25:07 NICK VERGE Yes. 01:25:07 BEN AZADI They don't have to go through what my dad went through and what went through, watching them suffer. 01:25:12 NICK VERGE So. Good. So one of the things that, like, with frameworks like this, what's, like, really easy to get trapped in is that, like, well, we have to move on to the offer. Like, section eight is the offer. It's like, no, we don't. So, like, in this case, with your story, we actually kind of need to go back to some parts because we're really telling, like, two stories here. 01:25:34 BEN AZADI Yeah. 01:25:34 NICK VERGE There's the pre story that got you to Pompa, and then from here, now you started helping people. 01:25:39 BEN AZADI Yeah. 01:25:39 NICK VERGE So I think what's important is now you started helping people. And the main thing with. Because let's think about the test. The test is for. 01:25:46 BEN AZADI Testing for inflammation is essentially how you get cellular inflammation. 01:25:50 NICK VERGE Okay, so let's. Let's come back to this, and let's go to the offer. Okay, so the offer is this test kit. 01:25:58 BEN AZADI For cellular inflammation. 50 times more accurate than any blood. 01:26:02 NICK VERGE Test for cellular inflammation. 01:26:11 BEN AZADI 50 times more accurate than a blood test. 01:26:19 SETH PENNINGTON Are you clear on why cellular inflammation is key to diabetes. 01:26:25 NICK VERGE I mean, I can. That's kind of what we're gonna go here with that. But then the main thing is, like, so think about this. We're at transformation right here. So this is what Pompa did for me. You want to know what Pompa taught me? And then it's this, and then he goes over to that, and then. You see what I mean? So then it'll go to that. So we'll get to that here in a moment. 01:26:41 BEN AZADI Draw the cell at that point, right? 01:26:43 NICK VERGE Yeah, exactly. So test kit for cellular information. 50 times more accurate than blood. And let's talk about. So when we're putting this in front of them to figure that out, right. To see if this is happening to them, this is different in that we're targeting the people who have pre diabetes. And so they're at that point. So is our offer basically just to see even if you have pre diabetes, do we think that lands or what are we thinking there, Seth? 01:27:15 BEN AZADI Well, I don't think so, because they would have to test her a 1C. 01:27:19 NICK VERGE Okay, so we can't see that. 01:27:21 BEN AZADI Yeah. 01:27:21 NICK VERGE So how do we want to. This is where I think it's going to be a little bit of that brain power to, like, how do we link this to diabetes? The offer itself, like, hey, if you're. 01:27:31 SETH PENNINGTON Having these symptoms, you're likely pre diabetic. Like this. 01:27:34 NICK VERGE I mean, let's. Let's do this. So the cellular information test, so 7 and above is. Is that they have that, right? 01:27:41 BEN AZADI That. 01:27:41 NICK VERGE It's like. It's. That's a. 01:27:42 BEN AZADI No, it's. What is it, 1 through 7? Is it 1 through 7 test, or. 01:27:46 SETH PENNINGTON Are you asking about like a 1C? 01:27:48 NICK VERGE Just this test? 01:27:50 RON LYNCH Yeah, 1 through 7. 01:27:51 NICK VERGE So 1 through 7. So if they test with a 5. 01:27:52 BEN AZADI Or 4, I would say anything above 3. Yeah. So 4, 4 and up. I mean, I don't know. 01:27:57 SETH PENNINGTON So it's more of like a degree. 01:27:59 NICK VERGE Of how much inflammation. 01:28:01 BEN AZADI Yeah. 01:28:01 NICK VERGE So above three, you have cellular inflammation. Okay, so let's think about this. If someone has cellular inflammation. 01:28:10 BEN AZADI Too much cellular inflammation. Because just having cellular inflammation is not necessarily bad, but too much is bad. 01:28:17 NICK VERGE So if someone has above a 3 in cellular information, how does that link to diabetes or pre diabetes? 01:28:25 BEN AZADI That's where I would draw the cell. I mean, I could do it now if you want. 01:28:28 NICK VERGE Sure. Please. Yes. Ron, could you film this if you can? 01:28:33 BEN AZADI And Pompa does it the best. But I'll share with you how I learned it. Let me know when you're ready. 01:28:42 RON LYNCH Let me get over your shoulder. 01:28:44 BEN AZADI Neck is easier. I don't mean easier. 01:28:48 RON LYNCH I just mean you'll get a better result. 01:29:00 BEN AZADI Ready? All right, so we have. That's one cell. We have about 70 trillion of these cells inside of us. Every cell has a layer around it called the cell membrane, which protects what goes in and out. Inside of our cells. We know we have our DNA, the genes were born with, that we cannot change. Then we have the mitochondria, these little energy battery packs within ourselves that produce energy called ATP. There are hundreds, 2000s. I'm going to draw two. Every cell has these receptor sites on them. They're kind of like cell phone antenna signals that receive a message to tell the cells to perform a job. So it's receiving messages from our hormones, and we have a ton of them. Oxygen, nutrients. But when it comes to prediabetes and diabetes, one of those hormones is insulin. 01:30:02 BEN AZADI When we eat food, our blood sugars go up, glucose rises, and then our pancreas signals insulin to drive the sugar out of the bloodstream, send it to your cells. These receptor sites hear the message, and then the glucose goes into the cell, and then your glucose is optimized. That's the way we're functioning. We're designed to thrive and live a long, healthy life that way. But there's something blocking the communication, and that is inflammation. And yes, you've heard of inflammation. There's acute inflammation, like a sprained ankle or a sore shoulder from a workout. That's not bad. Your body sends the signals for inflammation. It repairs, it heals. I'm talking about cellular inflammation. When you have cellular inflammation, these receptor sites, the cell phone antennas cannot hear the message of insulin. 01:30:55 BEN AZADI Glucose continues to pull up, starts with prediabetes, and then it leads to full on diabetes. And then that leads to a whole host of other problems and diseases. So we need to know, how much cell inflammation do we have? Well, we have this test. It's 50 times more accurate than any blood test looking at cell inflammation. And we're going to review with you, find out the causes, etc. So that is how your body raises blood sugar, because insulin is being blocked, not to mention all the other hormones. But in this scenario, insulin is what I'm referring to. Does that make sense? Did I explain it in the way that makes sense? Okay. 01:31:31 NICK VERGE Yes. 01:31:31 BEN AZADI Okay. Any question on that? 01:31:33 NICK VERGE I. Well, let's go back to that. I think I'm good here on it. 01:31:35 BEN AZADI Okay. 01:31:35 NICK VERGE I just wanted the drawing on that. 01:31:37 BEN AZADI Yeah. So essentially, inflammation blocks insulin from getting into the cell and Your blood sugars increase. 01:31:43 NICK VERGE Yes. 01:31:44 BEN AZADI Conventional medicine treats the blood sugar, but doesn't get to the cause. And to remove the inflammation, you have to find out the sources, the causes of it. 01:31:57 NICK VERGE So I think that what we can kind of go towards here is that we have all of these things that improve, and it's because of DR. POMPA. And you want to know what it was that he taught me? He taught me about my cell health. And I realized that this is the main thing that contributes to all those things. So if you've ever felt like you're dieting but you can't lose weight, probably have poor cell health, it could be that we go through all those things. Like, you know how he said at the beginning. In fact, I'm going to tell you why that hasn't worked. Like, at the beginning, this is why. So we go to that. So cell health. Exactly. 01:32:33 NICK VERGE And so I really do think that this would be great to show kind of that diagram and we talk about it, and then from here we go into the offer. Now, before we get to that, I think that one thing. Ron, this would be super helpful from you as well on, like, how to hit this. I think that the intro, like. Cause what I'm thinking is that we're gonna be. The ads are probably gonna be something again. If we're targeting primarily pre diabetes, I think there's gonna be a lot of curiosity around, like, did you know that 60% of males in the US are pre diabetic and they didn't even know about it or things like that to get it in there or to get them into the vsl. 01:33:13 NICK VERGE But I want to, like, I feel like we need touch on that almost in the intro that this is about pre diabetes and like, how touch on that in a way that's not going to create a ton of resistance. Because, like, I did not know until a week ago. You know what I mean? Like, you didn't know until you went and took your test. So how do you think we should do that in the intro right there? 01:33:38 RON LYNCH Well, it has to do with symptoms, and it has to do with the mystery of your symptoms. Right now you might be experiencing things and there's a mystery as to why it's happening. You may not be connecting because symptoms are just information. And when something's in failure, something engineered is in failure, your body's engineered. When it's in failure, systems start to go offline and crash and fail what seems arbitrarily. You don't know how to connect them, and you May not know what they are. You may be paying attention to this thing, not even realize you have four other symptoms. 01:34:24 NICK VERGE Yeah. 01:34:25 RON LYNCH So what we know about the American experience as far as diet, exercise, nutrition chemicals in our food and our water, in our environment and stress is that most Americans statistically are on the path to an early death from the symptoms of insulin resistance, high blood sugar, or diabetes. We're all kind of aging early and dying early from an environmental cause of interacting with our food, our culture, and our diet. And what we don't realize is everybody's dying of the same thing and does end in death, but before the death, there's time and there's misery or there's not, because there are people that are not experiencing this. 01:35:27 RON LYNCH So if you have these experiences, if you eat dinner and are tired and feeling like you have to lay on the couch, if you just don't have the energy that you used to have, if you don't have sexual energy, if your skin is dull, if you have skin tags. Do you have skin tags? That's actually a sign. You probably didn't know that then. Pick the rare ones where they go, oh, shit, I got that. Do you have the unusual brown spot underneath your armpit or on the back of your neck that makes you go, well, what is that? 01:36:00 NICK VERGE Well, I'm curious, Seth, also, if you like. I think all of our ads as well are gonna touch on pre diabetes and diabetes. Right? 01:36:08 SETH PENNINGTON I think that's gonna do the heavy. 01:36:10 NICK VERGE I do think so. I think that, like, because I'm listening to what you're saying, Ron, and I'm like, I almost feel like that's the ad. And then like, this is like, they're already gonna know. I don't want to say something, though, that dqs out someone who is diabetes. Like if we said, you know, 60% of Americans are pre diabetic and they're like, well, I'm full diabetic, so this isn't for me. 01:36:32 RON LYNCH And you say that when you add the pre diabetic people, then a lot of people are in diabetes. If you add pre diabetic people to diabetic people, the numbers become astronomical. And that's why I say most Americans are on this choo train. 01:36:48 NICK VERGE What percentage of Americans are diabetic? 01:36:53 RON LYNCH 20 something. 01:36:56 NICK VERGE Is that not 87% of Americans then? If it's 60%, then 87 or 27%. 01:37:01 BEN AZADI No, no. 60% of Americans are either diabetic or pre diabetic. 01:37:06 RON LYNCH Okay, 60 include is inclusive of both groups. 01:37:09 SETH PENNINGTON 0.6 had diabetes as a 21. 01:37:13 RON LYNCH 38% type 2, type 1. 01:37:17 BEN AZADI But here's the thing. There are millions of people who have diabetes don't know. They don't know. Like you. They don't know. 01:37:24 RON LYNCH And it's probably. Most. 01:37:26 BEN AZADI Probably, yes. 01:37:28 RON LYNCH The truth is most people who have diabetes don't know it. 01:37:31 NICK VERGE Okay, so we said 12%, and then what was the other one for? Pre diabetic? So let's just go up to 40 on that and then we'll take this down to 10. 01:37:41 BEN AZADI That's a very conservative number though. 01:37:43 NICK VERGE So it's much higher than that. Yeah, so I feel like something you taught me a while back was the bodies. And like how if you tell someone like, picture there's 50 potties in your backyard, it's like a shit. Like, it's like that's a lot of space. I feel like almost what would make sense on the intro is if we showed 10, like silhouettes. Did you know that out of every 10Americans and you were to go out in public, four of them have pre diabetes and don't even know about it. One of them has diabetes and probably three of them knows about it. Three of them have diabetes and don't even know about it. Something like that. 01:38:18 RON LYNCH Now if I want to make that a real number for you, I want you to consider if we threw a party and invited everybody who had diabetes or pre diabetes, we would have to include. We'd have to get up space big enough to accommodate the population of Los Angeles, New York, Chicago, Miami and Houston. Yes, twice. That's how many people would be coming to our pre diabetic party. 01:38:48 NICK VERGE This is money. This is a great intro. 01:38:50 BEN AZADI Yeah, it's great. 01:38:52 RON LYNCH Where would we rent the hall to hold these people? It's millions and millions of people. And I realize that makes it seem like it's not you, but guess what? It has a very high likelihood that it is. It means if it's not you, it's the person next to you. 01:39:12 NICK VERGE Very high likelihood. 01:39:12 BEN AZADI It is. 01:39:13 NICK VERGE In fact, if you've experienced bow and then just go right into that. And then same thing with the feminine. I think that's a killer intro. I like to run with that one to start. We can come up with a bunch more. But like, I want to get at least one dial. So I like that going to 10. And then you were saying the cities. Population. 01:39:31 RON LYNCH Yeah, I just picked the biggest cities in America because I mean. Oh, that. 01:39:34 NICK VERGE I'll add it up. I'll make sure it's accurate. 01:39:36 RON LYNCH Oh, it's gonna be less than accurate. You need more cities. 01:39:38 NICK VERGE Oh, shit. 01:39:39 BEN AZADI Yeah. 01:39:41 RON LYNCH It's over 100 million. So it's. It's like. 01:39:44 NICK VERGE It's the population of Austin. 01:39:47 RON LYNCH 2 million right now. 01:39:50 NICK VERGE 50 times the population of Austin. So. Austin 50 times over. 01:39:54 RON LYNCH Yeah, but it's Los Angeles 20 times over. 01:39:58 NICK VERGE Oh, my goodness. I don't think in terms of Los Angeles, but. Yeah. That's insane. Wow. 01:40:02 RON LYNCH That's what I say. We'd have to throw a party, get all the people. 01:40:05 NICK VERGE There's not even a space available that can host that many people. 01:40:08 RON LYNCH There's a space available. It's called Nebraska. 01:40:10 NICK VERGE Yeah, we'd have to host it in. 01:40:11 RON LYNCH The entire state of Nebraska. 01:40:13 NICK VERGE I mean, we could even do the math on that. 01:40:15 RON LYNCH Imagine the Porta Potty. 01:40:16 NICK VERGE Yeah, exactly. People would need to be standing shoulder to shoulder throughout the entirety of Nebraska. That's enough people to. I mean, think about it. If it's 100 million people that have diabetes, how many people is that to wrap around the world? Like. Or I like metaphors like that where it's like. It's just so crazy that people are like, oh, my goodness. Like, that's wild. So I really like that I'm not. 01:40:39 RON LYNCH Stretched from one end of the flat earth to the other. 01:40:41 NICK VERGE Yeah, exactly. 01:40:42 BEN AZADI And 100% of them, with the exception of type 1 diabetes, is preventable and reversible. Almost all of them. 01:40:52 RON LYNCH But they gotta want it. 01:40:54 BEN AZADI What? 01:40:55 RON LYNCH But they gotta want it. 01:40:56 BEN AZADI But they gotta want it. Yeah, exactly. They might have the genes for it, like I do, but that's just a blueprint. It's not your life. It's not your destiny. 01:41:08 RON LYNCH My dad died from diabetes 18 months ago. 01:41:11 BEN AZADI Oh, sorry. 01:41:12 RON LYNCH It was really interesting because it was like, my dad died from diabetes, and I inherited a saxophone and diabetes, and I've been playing them ever since. 01:41:23 BEN AZADI She got rid of the diabetes. 01:41:25 NICK VERGE Saxophone's great. I mean, it's a good one. 01:41:27 BEN AZADI Was it, like, complications from. It was like a heart attack or. What was it that actually ended his life? 01:41:34 RON LYNCH Diabetic coma or something like that. When we're not recording. Okay, I'll share. 01:41:40 NICK VERGE Yeah, that's not a recording combo. 01:41:42 BEN AZADI Okay. 01:41:43 NICK VERGE Yeah. Okay, so, boom, there we go. It's like. I feel like we have a really good intro. I feel like we do a really good job of explaining the problems. Paradise makes sense. Then your guide appears. The trial and failure. We'll change some of this language here to be more feminine to masculine. So, like that. And then same thing here on the solution. We got the Transformation, we realized that it's cell health. We've broken this down and now what we're going to is that if you are above a 3, so if you have too much cellular inflammation, what we want to say is this is a very high cause that you are pre diabetic. It's a leading indicator. Is that fair to say right there? Yeah, yeah. 01:42:22 BEN AZADI Some people are going to know they're pre diabetic as well. Some people are, you know, if they go to their annual doctor's appointment, let's say they work for a corporate company and they get insurance or whatever it is, their annual report does take an A1C. Some people do know if they're pre diabetic. If that A1C is 5.7 to 6.4, they're pre diabetic. So there's going to be a small percentage of people that know they're pre diabetic. But to your point, there's people that don't. 01:42:47 NICK VERGE How can we hit that wrong one. 01:42:49 RON LYNCH More time, DR. POMPA? Just text them, you know, text them back. What was your question? 01:42:53 NICK VERGE So there's a small percentage of people that will have done a medical test recently and know they're pre diabetic. And I'm thinking about how do we hit? Because what I'm trying to say here is that's why we have this test kit for cellular information. In fact, if you're above a 3 on this test kit, that's a leading indicator that you are pre diabetes. And like how were saying earlier, whether you're diabetic or pre diabetic, how do you think we should hit this where they already know. Like what's. If you already know you're pre diabetic, why should they buy a test kit? 01:43:20 RON LYNCH Well, it's a form of. All these things are forms of horoscopes, right? 01:43:25 NICK VERGE Yeah. 01:43:25 RON LYNCH If you've already been. If your doctor's already told you're pre diabetic, you probably don't know what that really means. We want you to get this test because we're going to quantify it for you. We're going to give you an exact measurement that's going to tell you the exact truth about where you are and what you can do about it. For the first time, I bet your doctor didn't do that. 01:43:45 BEN AZADI That's correct. And the test, the urine test is showing. 01:43:49 RON LYNCH Just Come for Fun is showing them. 01:43:53 BEN AZADI Why they have pre diabetes. And it's going to be the cell inflammation not showing them where it's coming from. So the NTQ form shows them where it's coming from and then the person on the call interprets all that for them and gives them the next steps. Am I saying that correctly, Seth? 01:44:10 NICK VERGE Spot on. Yeah. So I believe that at this point we can probably drop price. I feel like we've done a really good job of selling and so we have it. It was what like one you guys have at 160 and drop to 120 or something like that or how did. 01:44:26 BEN AZADI You discount post points? 01:44:29 NICK VERGE Right. 01:44:29 SETH PENNINGTON Are you asking like do we do a price? 01:44:32 NICK VERGE I think you guys had a deduction on that one. Like it was discounted or something. 01:44:35 BEN AZADI They test different offers. 01:44:36 NICK VERGE Yeah, I think what, so we're at 97 right now. So it's 97 bucks. Yeah. 01:44:40 SETH PENNINGTON They've ran price test here from like 167. 01:44:44 NICK VERGE Yeah, 97. 01:44:45 BEN AZADI So they have it now. 01:44:47 NICK VERGE So I feel like what we should basically do here on the offer is just go into, you know, and finding out this like so let's quantify diabetes in terms of how much that would cost. Like you have diabetes and you don't fix your pre diabetic, you go into diabetic. How much is that going to cost them? 01:45:08 BEN AZADI So I have those stats. Let's see. I might have it in my notes here. 01:45:11 NICK VERGE Super useful here. I'm going to rewrite some of this stuff just so I can move more room right here. 01:45:18 RON LYNCH The payment comes in a number of forms. 01:45:20 NICK VERGE What's up? 01:45:21 RON LYNCH The payment comes in a number of forms. One of the forms is you're going to be having to visit your doctor with frequency. 01:45:31 BEN AZADI No one wants to have to go. 01:45:33 RON LYNCH To a doctor a number of times a year. So the number one is there's going to be the doctor visits that are going to occur and increase. Then there's a financial impact. 01:45:42 BEN AZADI They take time off of work to do that as well. 01:45:44 RON LYNCH Exactly. That's the number one. The number one reason people don't go to the doctor is they don't want the answer that they think that they're going to get and they don't want to spend the time and the effort to do it. Most people that once they go to the doctor they're actually happy did but the fear of going to the doctor is greater than the experience of going to the doctor. 01:46:04 BEN AZADI That's true. 01:46:06 DANIEL POMPA So now on the offer side because we typically whenever we've done it, obviously this is different. We can do it any which way that we think it's going to best. Of course, typically what's Dr. Kahma's pitch been to this point? It's here's the value of what I'm giving you, but it's rooted in the expertise and getting and figuring out the cellular inflammation. Like how is DR. POMPA accomplishing this at present? And then where are we altering that stretch? Are we just doing more on top of. 01:46:35 NICK VERGE I think this is really where actually a lot of the similar parts of the VSL are going to come in. So like up here this is all unique to Ben, but here's where I think we can pull it in. But what I want to have is specifically here so they can see why 97 is like a no brainer price for this. I want to know the numbers of how much it costs and then from there like dude, all the undeniable proof value justification, guarantee. That's why we already filled out some of these sections. All of this we're just, it's already working. Like why we don't need to reinvent the wheel there. So we'll just pull over the stuff that works here that makes sense. 01:47:07 DANIEL POMPA So this is like the pre framing of the dollar amount. Will we still do the value stack the way we're doing it? 01:47:14 NICK VERGE I feel like it's already working. Why like, you know what I mean, why reinvent? If we see that's working and it's converting, you guys don't notice a massive drop off at that point. 01:47:21 DANIEL POMPA Do you think though that it becomes redundant because of we're going to build the value. We're going to show them like as we do this in the sales process, what you're saying of like, okay, how much does that cost you this opportunity? Okay, you can go open another store. You know, you have a lemonade business and store. Okay, what's like we monetize pain. 01:47:40 NICK VERGE I don't want it to be like. So I'm thinking maybe you're thinking about it like in that Russell Brunson stack where he goes through all of it of like points. All I'm thinking of here is like did you know the average American, if they move from pre diabetes to diabetes ends up having to spend over a blank amount every single year. 01:47:55 DANIEL POMPA You're not gonna like put it instead prevention. 01:47:57 NICK VERGE And you don't have to spend this if you do that. That's kind of the main thing. I don't want, I literally don't want to spend more than 20 seconds on it and then move on to the next thing. Did you get those numbers from it? 01:48:06 BEN AZADI No, I have it in my computer. 01:48:08 NICK VERGE Okay. 01:48:08 BEN AZADI I could look. I mean, when I looked it up on just Chachi BTS, as the average person spends around 100 to 1200 per month out of pocket for diabetes medication. So we could round that to around 600. 01:48:20 DANIEL POMPA They're really playing it safe. 01:48:21 BEN AZADI Yeah, exactly. But I have the specific numbers. I could say this. This is probably not relevant to the offer, but we spent in the U.S. We spent 4.6 trillion a year in health care, and one out of every four dollars is spent on diabetes, by the way. That's just the stat. Wow. Yeah. So it's massive. It's massive diabetes and the health care. 01:48:40 DANIEL POMPA Industry and diabetes is like one of the biggest cost sucks on the government. 01:48:44 BEN AZADI Huge. Yeah. So this is gonna beneficial for the whole country. 01:48:48 NICK VERGE Yeah. So you see kind of how now it's like $97, dude. And figure this out right now. You know, like, I think the big thing that we need to do here is talking about how you don't need to leave your home. No blood, pricks or anything like that. You don't need to go to a lab to get your lab drawn. In fact, you will know the second the test kit arrives at your door. You can have your answer within five minutes or ten minutes or whatnot. 01:49:13 BEN AZADI No, two minutes. 01:49:14 NICK VERGE Two minutes. So. Well, they have to get upstairs and like, they're not going to do it in the front lawn and whatnot. I'm so excited to find out. So that's going to be the offer right there. So now with undeniable proof value justification, all this again, I think we can just pull that from there. But what I would really like to go into here is stats from you and DR. POMPA on this test, because we're going to bring in Dr. Pomp. But, like, again, this is his test that I got from him. He licensed me because he saw that I started transforming people's lives and was like, hey, dude, why don't you just come join us? Because we're on the same mission to cure a million people. Da, da, da. 01:49:49 SETH PENNINGTON And is that how we're positioning that? And that's where I think we need your input. 01:49:54 DANIEL POMPA Is that I don't know about the vsl maybe. I mean, you guys tell me. 01:49:58 NICK VERGE So what we have right now is basically that. So let me. So, okay, so all this trial and failure. He was just kind of struggling. Then around 2018, he's trying to figure out how to fix his stuff. Was listening to podcasts, went to your dad's conference, and in 10 minutes. He learned more than everything that he had learned before. And so he was like, oh, I learned what was missing. There's just a lot of hidden causes. And he started making some changes and he just couldn't stop listening to this guy because it's like, oh, this is so good. And then eventually he went to another program. That's where another. This is where we introduce your dad. Like, this is who he was and everything that he was doing. I just was sold that I need to listen to this guy. 01:50:33 NICK VERGE So I went to another one of his conferences. I bought the $84,000 program with money I didn't have, put it on credit cards because I want to learn how to help this. And because I wanted access to him. And the main thing that I got from it was I learned how to detox. And because of that, boom, boom, boom. Here's all these things that happen. And I changed my entire life. And I said, I want to go help more people that have diabetes because I wish my dad didn't. Talking about his dad. And so here's what DR. POMPA taught me. Cell health. And then talking about the diagram right there. Like him drawing it out and showing it there. And then from here we now go into. And like, you know, figuring this out is the reason why you may have pre diabetes. 01:51:10 NICK VERGE Well, what if you could figure out if you have pre diabetes in under three minutes? 01:51:14 SETH PENNINGTON Are we positioning this as Dr. Pompous Test though? 01:51:16 BEN AZADI Or is. 01:51:19 DANIEL POMPA No, no, we don't need pre diabetes in under three minutes. And we start to. That was one of my questions before when I first came in was the. We gotta look at this from a compliance lens also. 01:51:32 NICK VERGE Yeah. So a leading indicator of whether you have pre diabetic or not, I think is probably a lot more safer because. 01:51:38 BEN AZADI It'S not a diagnostic or like a. 01:51:39 SETH PENNINGTON Reason behind the symptoms. 01:51:41 NICK VERGE Yeah. 01:51:42 RON LYNCH Is it more compliant to say dangerous blood sugar imbalance? 01:51:50 DANIEL POMPA I'd say, yeah, way more compliant. 01:51:52 RON LYNCH I think it's more compliant and it sounds worse. 01:51:54 DANIEL POMPA Yeah, that's way more compliant. We don't want to throw on a diagnosis, right. Then they go, oh, you're diagnosing. 01:51:59 RON LYNCH So if we go to. You need to discover whether you have dangerous or even life threatening blood sugar imbalance. We're going to tell you that in seconds. 01:52:10 NICK VERGE Okay. 01:52:10 RON LYNCH It's going to save you aggravation. It's going to save you a whole lot of expense. It's going to save you a doctor's trip. 01:52:16 DANIEL POMPA Should we think about it from the. Because what's really driving it. Toxins. 01:52:21 NICK VERGE Right. 01:52:21 DANIEL POMPA That's the point that Ben's gonna make when he's drawing the cell. Toxins are driving the cellular inflammation. Cellular inflammation is driving the diabetes. So we kind of gotta show that and illustrate that essence of toxins. Cellular inflammation driving my diabetes. Okay. Or other cellular related problems. So that's why I don't feel well. I also drive my diabetes. 01:52:43 NICK VERGE That's what we're gonna hit here. 01:52:44 BEN AZADI Yeah. So that's during this part. And I would draw toxins disrupting receptors, blocking insulin. 01:52:49 NICK VERGE Yeah. So then what. I think this is a question, though, on the test kits. If we don't want to brand as pompous, they literally come and say pompa. 01:52:56 DANIEL POMPA Program on it initially. 01:52:57 RON LYNCH They will. 01:52:58 NICK VERGE So. Yeah. So they may get it and be like, well, who? Why is it? 01:53:02 DANIEL POMPA Well, I think we cover. We're covering that by this part. And then they just making sure that we're. We're seeding this story with DR. POMPA. And I think somewhere in here, that is part of the conversation I didn't want to have is how do we make sure that Ben is saying, like, I got DR. POMPA. Like, in what capacity is DR. POMPA participating in this? 01:53:23 NICK VERGE I think it should be that you guys teamed up. You guys are on the same mission. He saw you that you transformed thousands of people's lives. And he was like, you're one of the only doctors that did everything. I told, like, literally what he just said on the zoom call. 01:53:32 BEN AZADI Right. 01:53:32 NICK VERGE And then just go into the fact that, you know, and he said, can I give you access to the resources that I have that have cured tens of thousands of people? And that's now what I'm able to give access to you today. 01:53:43 DANIEL POMPA I think that something. This could work. We're deep into the funnel. Ben's generated the interest, and we're gonna start pulling on DR. POMPA's authority a little bit. 01:53:49 NICK VERGE Yeah. 01:53:50 DANIEL POMPA And I know it helps. And then it's also gonna help us bridge that gap, because in the upsell, the first time they see. I think Ben and DR. POMPA would do the first upsell together. Yeah, that'd be nice. Then that's where they also get to know DR. POMPA, because they're gonna have to be a bridge as we hybridize this and then fully until it becomes eventually, like, pretty much fully white labeled under Ben. 01:54:10 NICK VERGE Yeah. So I think for now, before you guys get into that, where we white label and do different packaging and everything like that, I like the team up angle. And then kind of again, like we said, he gave me access. And one of the main things that DR. POMPA uses and that I've used with thousands of clients is, boom, this test. And then just kind of talking into the test. And again, this is where we could go for it. 01:54:30 DANIEL POMPA We could also have Ben say, you know, I think DR. POMPA explains this. Great. I want DR. POMPA to draw the cell for you. Then let me know. 01:54:38 NICK VERGE You know, man, I have seen so few VSLs work that have two speakers in it because it's, like, weird, because they just bonded with him, and they may not know your dad, and they're like, what the heck? 01:54:47 DANIEL POMPA Okay, let's get input. 01:54:49 NICK VERGE Yeah. The only VSL that I've ever seen that work with two people was Bill O'Reilly and some random guy selling a gold coin. I've never seen another one work. And it was just because Bill O'Reilly, like, that's. 01:54:59 RON LYNCH And it's a commodity that you understand the commodity. 01:55:02 NICK VERGE Yes. And even, like, what was it with, like, the George Foreman grill where they threw two people in it? They just had George eating the meat with it. They were just like, don't say anything, George. Like, just you say this little line, and then they just had him eating meat, and that was it. 01:55:16 BEN AZADI I don't know what you're talking about. 01:55:17 NICK VERGE The. Whenever he would eat the meat. 01:55:19 RON LYNCH I'm kidding. I did the info. 01:55:20 NICK VERGE I know. 01:55:20 BEN AZADI Yeah. 01:55:21 NICK VERGE All right. I was like, I forgot. Okay, so undeniable proof. I think this is where we need to tie in. Pompous proof and then as well. And do you have, like, a asset doc or a list of all your testimonials or a list of all the credibility? Like, do we have all that? 01:55:40 BEN AZADI Because I have testimonials from my program, not from this. Yeah, we're testimonials. Yeah. We could use mine, but, I mean, it's not the same system them, though, because I have people that I use just ketone fasting to reverse diabetes. Not necessarily. 01:55:54 DANIEL POMPA You don't detox them at all. These people you detox. 01:55:56 BEN AZADI Yeah, there are some, but most of them. So. 01:56:00 NICK VERGE So just. 01:56:00 DANIEL POMPA Just if you didn't detox and put them through the same. 01:56:03 BEN AZADI Yeah, so I don't want to use. 01:56:04 NICK VERGE Let's just realize, though, real quick. This is not talking about. This is undeniable proof on you, like, why they didn't trust you. Okay, so we've already touched that. So what I meant here, like, remember how we touched on proof a little bit up here? Like, hey, this is how we help. This is like right here is where I would add in like the specific proof. So this is like that you've walked them through the pompa process for this. But then here is now where I want them. Like it's like this has worked for over 5,000 people, you know and on top of that did you know that over and like out of all the people 86% went to this. Like all I want to put here is just stats. 01:56:38 NICK VERGE This is what I meant by like we have triggered the right brain check that box. They're ready to buy. They just need the logic now to buy. So like they're already sold emotionally on it. So I don't need this today. In fact I think it's actually best if you do this later where you can sit down and grab all the stuff because it's very different wavelength than we're in right now. Value justification. I think this can lead back over here. 01:57:03 BEN AZADI Health. 01:57:03 NICK VERGE This is pretty self explanatory, right? Like we're gonna get a little aggressive here. Not clickbank aggressive but like just saying like hey, like you know a lot of these, like did you know that if this happens, which is a very common cause of what happens after you go pre diabetic to diabetic, you know it could cost up to this, this like and then just give them like this is how much this cost and you could literally take the first step to understanding how to prevent this again. So we're like compliant. Not saying we're going to prevent it, but understanding what determines this or whatnot. Again just compliant language today by just paying $97, not $10,000, not $15,000, not having to go through your insurance and having to figure this out simply just $97 is all it takes for you to figure this out. 01:57:48 RON LYNCH You're going to discover the truth and you're going to discover what your next steps ought to be. If any. 01:57:53 NICK VERGE Truth and next steps. I love that pre frame right there. Okay, so there's that. So then guarantee. I don't remember the guarantee on the money back. Is it just like if you don't like the test or if it. I'll ask. 01:58:06 SETH PENNINGTON I'm not entirely sure how they position that recently cuz I know it's changed a bit. 01:58:14 BEN AZADI Maybe it says it on the one of the checkout pages. 01:58:17 SETH PENNINGTON Yeah, it's just 100% money back guarantee. 01:58:19 NICK VERGE Yeah, I got to figure out a phrase that you know, like what do you think on that Ron? Like how do you phrase the money Back guarantee when it's a piss test. 01:58:24 RON LYNCH How many people fail the test where there's nothing? 01:58:29 BEN AZADI There are scenarios where. There are scenarios where. 01:58:32 NICK VERGE Oh, I like that. Right. So if it's under a three, we'll give your money back. 01:58:35 RON LYNCH Yeah. I want to say if the test shows that you have absolutely no problem whatsoever. 01:58:39 BEN AZADI Oh, you mean. So you mean pass the test or. 01:58:41 RON LYNCH Yeah, I guess cellular inflammation. Yeah, I'm healthier than horse. 01:58:45 BEN AZADI Yeah. Okay. 01:58:46 RON LYNCH Like I don't register. 01:58:47 NICK VERGE Yeah. 01:58:47 BEN AZADI Okay. 01:58:48 RON LYNCH I've tested for zero percent lesbian. 01:58:51 BEN AZADI I don't. 01:58:52 RON LYNCH I can't even get in a super. 01:58:53 BEN AZADI If the meta oxy shows zero, either the test is not working or there's like active cancer growing. 01:59:00 NICK VERGE What if it's like one? 01:59:01 BEN AZADI Then that's good. You want to between a one or two. Yeah. Then you have healthy levels of inflammation. 01:59:07 NICK VERGE So that is very rare. How often does this happen? Someone hits one or two. I don't have data on that. 01:59:13 SETH PENNINGTON I would imagine it's extremely. 01:59:15 RON LYNCH That's what I want to guarantee. 01:59:16 BEN AZADI I would say, I would say three out of 100. 01:59:19 NICK VERGE Okay. 01:59:20 RON LYNCH I think that's worth it. Guarantee because none of those people are going to complain. And if one does, you write them the check. 01:59:26 NICK VERGE So do we think it's money back or is it like we won't just Send you back 97, we'll send you back double or something like that. Like how do you want to do that? I just will send you back all your money. 01:59:34 RON LYNCH No, it's our aren't you relieved guarantee. If you come back with no effectual result that you're completely safe, we're going to send you back a certificate of health and your $97. Congratulations. 01:59:47 NICK VERGE Oh, I like the certificate of health. That's great. Great. That's awesome. 01:59:51 BEN AZADI Give them a. 01:59:52 RON LYNCH Give them a pat on the ass on the way out the door. And they're $97. 01:59:56 NICK VERGE Certificate of Health. No one's gonna get back. Have some ready. But like probably not. 02:00:02 BEN AZADI Congrats, you're healthy. 02:00:03 NICK VERGE Yeah. And then. And then 97 refund. Okay. So then on top of that, what you're gonna get is we also include. And we'll price justify this. Right? Like a thousand bucks. 02:00:14 RON LYNCH We're that convinced you're going to learn something about yourself that can change the rest of your life. 02:00:19 NICK VERGE Yes. 02:00:20 RON LYNCH That's the end of the guarantee. 02:00:21 NICK VERGE Boom. So then from there the call whatever will price anchor that a thousand or whatever it is? I have the page that you sent over. 02:00:29 SETH PENNINGTON It's 297 for the report of findings 99 for the attribute. 02:00:37 NICK VERGE Yeah. 02:00:37 BEN AZADI And the test too, right? 02:00:39 NICK VERGE Correct. 02:00:40 SETH PENNINGTON And we also say like the test is obviously. 02:00:42 NICK VERGE And then the health seminar. How much of you will pay for tickets to that? 02:00:45 SETH PENNINGTON That was actually something DR. POMPA just did for the private clients. 02:00:48 NICK VERGE Yeah. 02:00:50 SETH PENNINGTON So everybody had already paid us money. 02:00:52 NICK VERGE Yeah. What would that be? Like how much did it. 02:00:55 SETH PENNINGTON Yeah, like it was only for. 02:00:57 NICK VERGE And people had paid $8,000 just to be there to. To have part of that program. You see what I mean, right? 02:01:02 BEN AZADI Yeah. 02:01:03 NICK VERGE And then boom, all that. Absolutely. Compliment. 02:01:10 RON LYNCH Okay, we're going to give this to you at our own expense. So I like complimentary. 02:01:21 NICK VERGE Yeah. 02:01:21 RON LYNCH But here's the value. We're going to give it to you complimentary at our own expense. 02:01:28 SETH PENNINGTON What's the reason behind that? 02:01:30 NICK VERGE So it's free. I like it. 02:01:31 SETH PENNINGTON I just want to understand. 02:01:32 RON LYNCH Yeah, I don't give free shipping to people. 02:01:34 NICK VERGE Yeah. 02:01:35 RON LYNCH I pay the shipping cost so that they recognize, hey, they cost something. There's a value here and I'm picking it up. I'm doing you a big favor. 02:01:43 NICK VERGE Yeah. It's also like you think about free. Think about like free samples. Costco. Like it free doesn't denote like complimentary. Like think about if you got. Oh, I got free room service. Cool. Complimentary room service. It's like, I don't know, it's the same shit but you know, it's just different. 02:01:57 RON LYNCH But I'm attaching my expense to it. 02:01:59 NICK VERGE Yeah. So then three pass. That's very self explanatory. We don't even need to do that. So boom, there's your guys. Vsl. So we have bullets. Right. Of all this stuff, I have the audio transcript. We have a lot of stuff that we've sent back and forth. Now it's just taking this and getting this down to a couple lengths of time. I personally feel like with this right here we could hit a 10, a 30 and then as well like a 45 to 60 minute mark. And this one may be a little bit more of like a webinar style, but. Yeah. So only thing you missed, Ben, was the. We literally just talked about the increase in value that we're gonna have it that you get all this stuff as like a complimentary thing that's at our expense. 02:02:47 NICK VERGE And then we have the invitation and then that we're probably gonna format this into 10 minutes, 30 minutes and then 45 to 65 minutes. So I think that realistically these two make the most sense. But for the sake of simplicity, you guys, you've done 10 minutes. You've done 30 minutes. Which one's working the best right now? Is it 30? Yeah. So 30. I would just say, just so we like, high likelihood. We go here. Male, female, and these are the first two things that we're focused on. Male, female, VSL, 30 minute timestamp, all this stuff. And then obviously male language, female language. And Ron and I will work on that. But that's the first domino that I think is really going to help you guys on this. And then as well, what I would love to talk about, Ben, this. 02:03:32 NICK VERGE We don't need to do this today, but how you're going to go about launching this to your audience is very big. Getting a newsletter together on this. Like, are you currently selling, like, do you have a newsletter right now? 02:03:43 BEN AZADI Yes. 02:03:43 NICK VERGE How often are you emailing? 02:03:45 BEN AZADI 3 on average? 3 times a week on average. 02:03:47 NICK VERGE Okay. 02:03:47 BEN AZADI But it's not selling on each newsletter. 02:03:49 NICK VERGE Good. Okay. So three on average per week. And then those people. What are you. If you are selling, what are you selling them either? 02:04:00 BEN AZADI Right now I'm promoting my new book that's coming out, so there's a pre order link, but I also have a keto program and a fat loss program that periodically goes. 02:04:07 NICK VERGE Have you introduced Pompa yet at all? Like, have you talked about this? That what you're doing? 02:04:13 BEN AZADI Not. Not really, no. 02:04:15 NICK VERGE Okay, so people. 02:04:16 BEN AZADI People know about my mission for diabetes and. But we haven't really officially launched this to the public yet. 02:04:23 NICK VERGE Okay. 02:04:24 BEN AZADI Or shared it with the public yet. No. 02:04:25 NICK VERGE So, Seth, this is something I think is massive. Is like, with like Pompa has. 02:04:30 BEN AZADI Does he. 02:04:31 NICK VERGE He has a bigger audience out of the two of you on this, or do you have a larger audience? Who has a larger one? 02:04:35 BEN AZADI DR. POMPA? 02:04:36 SETH PENNINGTON Larger. But Ben has a large audience. 02:04:38 BEN AZADI I have. I have a more vast. Like, yeah, I have like LinkedIn, YouTube, like, all my platforms are good. He has huge Instagram. 02:04:48 NICK VERGE Yeah. 02:04:49 BEN AZADI I have more diversity is what I'm trying to say. 02:04:51 NICK VERGE Yeah. So I think that we should talk with him about creating some sort of a promotion strategy before you guys are like, by the time that the script's done, you guys should start promoting this. And I think just go into a wait list. So what email service provider do you use? 02:05:07 BEN AZADI Mailchimp. 02:05:08 NICK VERGE Okay, so if you're on mailchimp, whatever tag that they have on there. So being able to tag them. But do we want to have this through Pompa? Like, do we want to have this on his email list? Yeah. So do we want to do both? Because, you know so his email. 02:05:21 BEN AZADI Is probably what deep was his email list. Yeah. 02:05:25 NICK VERGE Okay. So yeah, so we want to obviously promote this and create a wait list where talking about prediabetes and talking about something really excited that we've been working out. We are literally going to be curing a million Americans from pre diabetes. So if we do the right promo strategy for this, that by the time you guys drop, you will not only have made back all the investment from us times probably 50, but on top of that you have enough cash flow to probably bankroll all the paid ads testing for him without ever having to spend a dollar on paid ads like all from organic. So this is like, I can't emphasize that enough. If you just go years of USL and just drop it to the audience, it will do probably 1 20th the performance if you properly seat it out. 02:06:06 NICK VERGE Are you handling the emails inside? So I would love to be able to have a call with you where we can do let's get a structure together and then just go back and forth and if you want to send it back and you and I just like can jam, have a copy sesh and just like go back and forth on adding anything on it. I think that like, dude, again, I just think from an organic launch alone on this, you guys will bankroll the entire year of ad spend for this for plenty of testing. So I'm very hyped. I think this is a good structure. I don't know if you guys have questions or want to add anything. I don't even know what time it is right now. Do we have that 2:30? We got plenty of time. Yeah. 02:06:40 BEN AZADI No, Nick, this is great. I mean I'm learning so much from both, from all of you. This is great. Makes sense to me. I love it. I love how detailed it is. I'm excited for it. 02:06:49 NICK VERGE Yeah, it's gonna be fun. 02:06:50 BEN AZADI It's a big mission. A million Americans. 10 years. 10 years. 10 years. 02:06:56 NICK VERGE So you gotta get 100,000 per year on that. 02:06:59 BEN AZADI And that is. It's gonna be the biggest case study ever done naturally reversing diabetes. 02:07:04 NICK VERGE Are you guys trying to create a clinical aspect to that? 02:07:06 BEN AZADI I want to, yeah. 02:07:08 NICK VERGE Okay, very interesting. 02:07:10 SETH PENNINGTON We're starting to do some pretty cool stuff with DR. POMPA's program too with getting third party testing and like validating results, that sort of thing. 02:07:17 NICK VERGE It's massive. I mean it's so big. Yeah. 02:07:20 RON LYNCH Now when you said white label this from a branding perspective, tell me what that means. 02:07:26 SETH PENNINGTON So the brand is going to be Cellular metabolic and I think when Daniel says white label, he means like when you get the test, it's going to be from Cellular Metabolic instead of Pocket. 02:07:35 BEN AZADI Program the supplements as well. Right. 02:07:40 NICK VERGE That's my understanding. I don't think we really got to worry about that right now because we know that right now. 02:07:44 RON LYNCH Probably security. 02:07:44 NICK VERGE Yeah, probably like a hundred thousand of those sitting in a warehouse. 02:07:47 RON LYNCH Part of my role is to be interested in the business. Like what's the long term vision? 02:07:51 NICK VERGE Yeah, yeah. 02:07:52 BEN AZADI So went with Cellular Metabolic as the name. What cellular? Cellularmetabolic.com. 02:07:58 NICK VERGE Yes. 02:07:58 RON LYNCH Is it labs? 02:08:00 NICK VERGE No. Okay, what do you ask on labs? 02:08:06 RON LYNCH Because pharmaceutical companies call themselves labs. Yeah, just a marketing question. 02:08:11 NICK VERGE Okay, well, I got everything I needed and I got the recording on this as well, so go ahead and pause that. It's probably what, two out? Yeah. Comprehensive Analysis of Day 1, Part 1 Core Business Structure Analysis Current Business Model Components Dr. Pompa's business operates through three interconnected verticals: 1. Pompa Program: A health transformation program focusing on cellular detoxification 2. Cellular Solutions: A professional-grade supplement line available only to doctors and practitioners 3. Health Centers: A certification program that trains coaches and practitioners in Pompa's methodologies Product and Sales Structure * The primary offering being discussed is a test kit for cellular inflammation (priced at $97-167) * After purchasing the test, customers book a consultation call ("Report of Findings") * During this call, coaches attempt to upsell customers to the main program ($7,000-8,000) * The program includes 5 months of coaching with approximately 7-8 calls * The program is delivered in three phases: prep phase, body phase, and brain phase * Current conversion rate: ~19% of calls convert to the main program * Current booking rate: ~80% of test kit purchasers book the consultation call Audience Insights and Problem Definition Target Audience Segmentation Ron Lynch emphasized the need to segment marketing by multiple factors: * Gender: Men vs. Women (approx. 70% of Dr. Pompa’s current audience is female) * Age: Under 40 vs. over 40 for men; under 50 vs. over 50 for women * Awareness level: Pre-diabetic vs. diabetic (most don't know they have pre-diabetes) * Diagnosis status: Know they have condition vs. don't know yet Psychological Analysis of Target Audience Ron provided psychological insights about how men and women process information differently: Men: * Approach life as "hunters" with focused attention * Motivated by challenge and competition * Evaluate information logically and sequentially (A+B=C) * Make decisions based on performance, productivity, and ego * Tend to "push back" against information that seems incorrect * Primarily concerned with solving "egoic problems" Women: * Have "diffuse awareness" rather than tunnel focus * Seek alignment and connection rather than challenge * Process information in a more holistic, non-linear way * Can absorb information out of sequence * Motivated by appreciation and recognition * Primary focus is solving "environmental problems" (family, relationships) Core Customer Pain Points The discussion revealed several key symptoms that potential customers experience: * Fatigue-related: Exhaustion, afternoon energy slumps, needing stimulants to function * Metabolic issues: Weight gain despite diet/exercise, food cravings * Cognitive problems: Brain fog, irritability, anxiety, focus issues * Physical markers: Skin tags, brown patches under armpits, tingling in extremities * Behavioral patterns: Looking for the couch after meals, excessive urination, sleep issues Marketing Strategy Development Philosophical Marketing Approach Ron articulated his marketing philosophy: * "We're not building a sales funnel; we're building a distribution network" * Focus on turning customers into advocates who will "sell for you" * Create multiple "doors" into the business targeting different customer segments * Build for 5-10x growth, not just incremental improvement Key Strategy Innovations Proposed 1. Gender-specific messaging: Create separate marketing funnels for men vs. women 2. Psychological targeting: Address different motivations based on gender/age 3. Problem framing: Position the issue as "closed door syndrome" or "stubborn muscle syndrome" 4. Testimonial approach: Use the "Goldilocks method" with three complementary stories 5. Marketing diversification: Expand to Twitter/X to reach health enthusiasts Communication Tactics and Framework Core Promise Framework Ron outlined a framework for developing the core promise: * Start with a clear transformation promise * Identify three key benefits and three supporting features * Focus on identity transformation rather than just symptom improvement * Example promise: "Live with the body, clarity of mind, and lasting energy of your youth" Language Strategies Several specific communication techniques were discussed: * Pain point framing: Connect symptoms to relatable life situations * Question structure: Avoid binary "do you" questions in favor of assumptive statements * Value proposition: Position solution as uniquely addressing cellular inflammation * Time reversal concept: Frame solution as "turning back the clock" physiologically * Psychology-based messaging: Address insecurities rather than fears Compliance Considerations The team discussed how to maintain marketing compliance: * Avoid making direct diagnostic claims about diabetes * Focus on "dangerous blood sugar imbalance" rather than "pre-diabetes" * Present testimonials as individual experiences rather than guaranteed results * Show how cellular inflammation connects to symptoms without claiming direct treatment Business Development Vision Long-term Strategic Direction The discussion revealed the strategic goals: * Creating "the largest case study ever done on naturally reversing diabetes" * Building a movement to help 1 million people reverse diabetes over 10 years * Expanding beyond the initial program to additional products/services * Creating multiple entry points to the distribution network * Positioning Ben Azadi as a subject matter expert alongside Dr. Pompa Operational Insights Several operational improvements were suggested: * Need for sales letter inserts in test kit packages * Improving booking rates from 80% to 90% (potentially generating 1,300+ additional calls) * Building email sequences that target specific audience segments * Creating better bridges between test kit purchase and program upgrade * Developing a clearer identity transformation narrative The session revealed a sophisticated marketing strategy that goes far beyond simple tactics, focusing on psychological motivations, audience segmentation, and building a sustainable distribution network rather than just a one-time sales push. Comprehensive Analysis of Day 1, Part 2 Symptom Deep-Dive and Emotional Framing Pre-Diabetic Symptom Analysis The team conducted a thorough exploration of pre-diabetic symptoms, diving deeper into their emotional and experiential dimensions: * Post-meal fatigue: Beyond just "tiredness after eating," they explored the specific behavioral pattern of seeking out the couch after meals. Ron suggested framing this as: "After dinner, what's the first thing you look for? Is it the couch?" * Skin tags and brown patches: Identified as highly specific biomarkers that customers wouldn't naturally connect to blood sugar issues. Ron was particularly excited about these as marketing hooks because they're unexpected yet common symptoms customers can immediately self-identify. * Urination patterns: Rather than simply mentioning "frequent urination," the discussion explored specific scenarios, waking multiple times at night, interrupting meetings, having to get up during flights, that create emotional resonance and recognition. * Snacking behavior: The team identified constant grazing and "needing to eat" every few hours as a compensatory mechanism for unstable blood sugar. This was framed as: "If I don't eat, I get irritable and extremely weak." Diabetic Symptom Progression For those already with diabetes, the team mapped symptoms along a progression timeline: * Initial neuropathy signs: Focusing on the earliest manifestations that people might dismiss, tingling at bedtime, slight numbness in extremities, rather than advanced neuropathy. * Vision deterioration sequence: Analyzed how vision problems progress from morning blurriness to needing prescription changes to eventual serious complications, focusing on early-stage indicators. * Emotional burnout: Examination of the psychological fatigue from managing diabetes, tracking numbers, doctor appointments, medication management, and how this creates an emotional readiness for an alternative solution. Psychological Framing Techniques "Experiential Questioning" Strategy Ron provided instructions on question framing techniques that create immediate recognition: * Mental scene creation: Rather than asking "Do you have X symptom?", creating vivid mental images: "When you go to bed, do your toes feel weird inside your socks?" * Removing binary options: Eliminating yes/no questions in favor of assumptive statements that guide toward agreement: "Feel guilty because you're not exercising as much as you should?" instead of "Do you feel guilty?" * Neural command embedding: Starting questions with emotional states that trigger neurological responses such as “Feel Guilty when…” Ron explained this by saying "When I say 'feel guilty,' that's a neural command, I'm telling you to feel guilty just by saying those words." * Sequential agreement building: Creating a chain of agreements that lead to the conclusion: "After dinner, what's the first thing you look for? The couch. Why? Because you're tired after eating. That's not normal." Emotional Architecture of Questions The team developed sophisticated emotional frameworks for different audience segments: * For men: Building questions around their fear of failure, becoming passive, or losing productivity. Ron noted: "There's a point where a quitter becomes a loser. No guy wants to be a loser." * For women: Creating questions centered on becoming invisible or losing relevance. Focusing on recognition and appreciation: "Are you feeling like you're disappearing? That you're not even being noticed anymore?" Program Structure and Delivery Mechanics Three-Phase Treatment Protocol Dr. Pompa provided a detailed breakdown of his three-phase approach: 1. Prep Phase: * Scientific purpose: Up-regulating cellular function and opening downstream detox pathways * Implementation: Five specific supplements including "Mitomethylator," "Membrane R2," and detox support products * Duration: Typically 1-2 months before moving to next phase 2. Body Phase: * Scientific purpose: Creating a "concentration gradient" for toxins to move from higher to lower concentration * Implementation: Beginning actual detoxification without yet using fat-soluble chelators * Focus: Addressing what Dr. Pompa calls the "5 R's" of cellular healing 3. Brain Phase: * Scientific purpose: Deep detoxification of neurological tissue * Implementation: Fat-soluble chelators that can cross the blood-brain barrier * Long-term value: Customers leave with a sustainable brain phase protocol they can continue Coaching Delivery System The team examined the coaching structure in detail: * Call frequency pattern: More intensive at the beginning, then tapering as customers gain knowledge * Education-accountability balance: Sessions combine education through the portal materials with personalized accountability * Skill acquisition focus: Teaching customers decision-making frameworks rather than just giving meal plans * Topic progression: Specific topics and learnings are sequenced across the 7-8 coaching calls Sales Process Engineering Test Kit Sales Optimization The team analyzed data on their testing phase conversion: * Test kit to call conversion: Currently ~80% over two weeks, ~93% over three months * Call to program conversion: ~19% of calls convert to the full program * Volume estimates: Approximately 6,000 test kits sold monthly, leading to ~5,000 calls Optimization Opportunities Identified: 1. Test kit insert: Need for a physical sales letter in the test kit to pre-frame the call 2. Call booking improvement: Increasing from 80% to 90% would generate 1,300+ additional calls monthly 3. Psychological positioning: Framing the test as discovering "the truth" and "next steps" rather than just results 4. Pre-test language: Being careful not to claim the test diagnoses pre-diabetes, but rather indicates "dangerous blood sugar imbalance" Communication Models and Metaphors Visual Explanation Models Several powerful metaphors were developed to explain complex concepts: * The Bucket Metaphor: Dr. Pompa demonstrated with actual water containers how people have different capacities for stress and toxins. "This one right here is just a tiny amount of stress and everything starts overflowing." * The Cell Drawing: The team discussed how to visually represent insulin resistance by drawing a cell with receptors being blocked by inflammation, making the mechanism immediately understandable. * The Dirty Water Analogy: Toxins as dirty water that needs to be diluted with clean water over time, explaining why quick fixes don't work. Compliance-Friendly Language Framework The group developed specific language structures to avoid regulatory issues: * "Stubborn Muscle Syndrome": Alternative framing for insulin resistance that avoids medical terminology * "Closed Door Syndrome": Dr. Pompa's existing term for explaining cellular inflammation blocking hormone receptors * "Dangerous blood sugar imbalance": Preferred phrasing instead of "pre-diabetes" for marketing materials Business Philosophy and Strategic Vision Long-term Business Modeling Ron articulated a philosophical approach to business building: * From Funnel to Network: "We're not building a sales funnel; we're building a distribution network that's sustainable. It can take hits on one of the lines and we can drop more product into it." * Brand Expansion Strategy: "How do you get from $300 million to $600 million in revenue? Get to $300 million, add a product. That's literally how you do it." * Customer Segmentation Theory: "You might have 5 doors into your store that are all profitable" - recognizing the value of multiple entry points to the same business core. Clinical Data Collection Vision The team outlined their long-term vision for data collection: * Before/After Testing Protocol: Sending test kits at the beginning and end of the program to document results * Case Study Development: Building "the largest case study ever done in the history of this world on naturally reversing diabetes" * Million-Person Goal: Tracking results from one million people over ten years to create unprecedented scientific documentation The session demonstrated sophisticated integration of symptom analysis, psychological framing, program delivery mechanics, and business development strategy, all while maintaining focus on creating an immediately actionable marketing framework for their diabetes program. Comprehensive Analysis of Day 1, Part 3 Core Promise Architecture and Identity Transformation The "Time Reversal" Promise Evolution Ron Lynch introduced a transformative core promise concept that became the session's central theme: * Initial formulation: "I want to turn your clock back 10-20 years. I want you to feel and look, have that energy." * Conceptual framing: "Physical time travel for the body" - positioning the program as not merely health improvement but literal physiological regression to a younger state * Extended lifespan implication: "If I turn the clock back 20 years, then I live 20 years longer. And I do it in a healthier body." The team then refined this concept through several iterations, with Dr. Pompa adding critical emotional dimensions: * Visibility component: "If I'm turning back time, I was visible, right? So, yeah, if I'm turning back time, I'm aging slow, I look better, I feel better." * Life reclamation angle: "Ultimately what people want... they want the life they had. They were visible. They had energy to get through a day... 'I just want to feel like I used to. I just want my old life back.'" The "Only Better" Enhancement Ron proposed a crucial refinement that Dr. Pompa enthusiastically endorsed: * Transformation plus improvement: "I want to add the words 'only better' to it." * Experiential validation: Dr. Pompa confirmed: "I'm healthier today than before I got sick... my brain works better today than it did then, and that's the gospel truth." * Wisdom-vitality synthesis: "Imagine feeling like you did when you were in your 20s with the wisdom you have now." This framed the promise as transcending mere restoration to offer an optimal state many customers never previously experienced, combining youthful vitality with mature wisdom. Age-Calibrated Promise Targeting The discussion revealed sophisticated insights about age-specific promise targeting: * Relatability window: Dr. Pompa noted "depending on what age group we're targeting, what age we reference back means a lot." * Age correlation mapping: "If you're 60, you can't relate to your 20s anymore. You're relating to your 40s. If you're 40, then you're relating to your early 30s perhaps." * Promise flexibility: Using "youth" as a variable allows each recipient to mentally insert their own optimal reference point. Psychological Benefit Architecture Gender-Specific Benefit Structuring The team constructed carefully differentiated benefit frameworks for men and women: Men's Benefit Framework: * Primary driver: Strength of body - physical capability and performance * Secondary driver: Clarity of mind - mental performance and focus * Tertiary driver: Lasting energy - sustainable productivity The discussion revealed male benefits needed to be framed as: * Achievement-oriented rather than relationship-oriented * Performance-focused rather than appearance-focused * Emphasizing physical capability above aesthetics Women's Benefit Framework: * Primary driver: Visibility and relevance - combating feeling "invisible" * Secondary driver: Energy for family/relationships * Tertiary driver: Appearance as a manifestation of inner health Ron emphasized women's benefits should be framed as: * Relationship-enhancing rather than purely self-focused * Recognition-generating rather than achievement-oriented * Appearance as a means to visibility rather than an end itself Weight Loss Benefit Calibration The team analyzed the complex psychology of weight loss expectations: * Perception vs. reality gap: "Their 'think' is 20. If I just lost these 20 stubborn pounds, I would look great. Even though they need to lose three times that." * Gender differences: "The thing about women and 10 is they have hormonal tricks and things that they can do that'll get them through the first 10, 20." * Anchor point strategy: "That's anchoring number. They think they can pull off five or ten by themselves." Dr. Pompa added crucial nuance: "They typically can [lose some weight], just with caloric restriction. Which doesn't last. And it's half muscle." Shape vs. Weight Positioning Ron introduced a sophisticated distinction for women's marketing: * Cultural variability awareness: "There's culturally a difference between black women, white women, Mexican women, Asian women as far as body type to weight ratio." * Shape-focused alternative: "Shape is a much safer place to go than weight. I want to fit in these clothes and look fucking awesome." * Emotional connection point: Dr. Pompa confirmed: "There's clothes hanging in a woman's closet that they can't get in anymore. And that is big deal." Anti-Diet Positioning Strategy Differentiating from Diet Programs Dr. Pompa emphasized the critical importance of distancing their offering from "diet programs": * Failure association barrier: "We always get a lot of miles out of 'look, this isn't a diet program' because people have failed on diet programs. They don't want to buy another one." * Psychological relief: "So we've learned that it's very attractive to say that we're not a diet program." * Paradoxical unique selling point: "That said, one of the things that makes us very unique is the diet part of this." Novel Dietary Approach Framing The team then positioned their approach as fundamentally different from conventional diets: * Feast-famine conceptual model: "The feast is literally as important as the fast or the famine." * Contrarian positioning: "They're literally learning how to feast, which is very unique for them." * Early adopter advantage: "They're learning how to utilize fasting strategies, which I taught for years and years before it was popular." This created a powerful psychological distinction, not a diet to follow, but a new paradigm to adopt. Marketing Psychology and Archetypal Framing Male Identity Transformation Architecture Ron developed a sophisticated archetypal transformation model for men: * From status: "I'm a warrior. I'm a winning warrior with a great physique." * To aspiration: "If I am him again, I get all of the spoils physically, financially, emotionally." * Archetypal embodiment: "If I put David Beckham in front of every guy, he goes, that's what I want to be. Every guy wants to be David Beckham." Ron explained that these archetypes come with a complete package of desirable attributes: "It's physique, money, power, status." Female Identity Transformation Architecture For women, an equally sophisticated but fundamentally different transformation model was developed: * From invisibility: "When she was 30 and she walked into the cocktail party, every head turned. And when she's 50, nobody's head turns." * To renewed recognition: "I'm a praised nurturer with a nice figure." * Transformation mechanism: "You want to be able to not only show up for your kids or your friends or your husband, you want to get the credit for it too. You want people saying, 'thank you, you're awesome.'" Dr. Pompa added: "Even though some things cross over, the psychology of each one is very different." Marketing Language and Communication Strategy Opening Techniques and Hook Development The team analyzed various opening approaches: * Curiosity cultivation: "You're going to hear stuff you've never heard before" - creating immediate information asymmetry * Problem-solution framing: "Let me tell you what this program is and what it's not... let me tell you what it isn't" - creating conceptual space through negation * Life-death binary: "I'm gonna ask you to make a choice for yourself and the choice is gonna be something really simple. Do you want to live longer or die earlier?" Question Formulation Science Ron provided detailed instruction on constructing psychologically compelling questions: * Framing technique: "Hungry for a cheesy gooey New York pepperoni red flake pepper mozzarella pizza" instead of "Are you hungry for pizza?" * Embedded commands: "Feel guilty because you're not exercising as much as you should" rather than "Do you feel guilty about not exercising?" * Self-shame activation: "I've triggered shame in you and self-shame is very motivating" Credibility Establishment Strategy The team recognized the need to establish Dr. Pompa's authority without creating distance: * First-name intimacy technique: "When you talk about yourself, I'm Dr. Daniel Pompa. Always use your first name... If I don't use my first name as the doctor, then I'm asserting authority without any friendship." * Eye-level positioning: "If he doesn't include his first name... I'm Dr. Pompa, now I'm over the top of you. I'm threatened by you. I don't want that doctor." * Relational positioning: "I want a share-it-all doctor, not a know-it-all doctor." Detox Storytelling Architecture Detox Experience Preparation Framework Ron highlighted the importance of managing expectations for the detox process: * Warning inclusion: "That's an important step to include in your education of the sales process with the customer... it gets worse before it gets better." * Analogy development: "When you go to clean the grease off your stove top... you spray the degreaser on it and you wipe it around, it gets worse before it gets better." * Trust-building through honesty: "They're even going to go, 'he's always told me the truth. It did get a little worse. Now I know it's going to get better.'" Cellular Inflammation Education Approach Dr. Pompa articulated how they connect visible symptoms to cellular processes: * Premature aging connection: "If you want to age faster than anybody in your community, just keep spiking glucose levels... because of the oxidative stress." * Diagnostic relevance: "That meta oxy test, it could be anti-aging test. If you're stuck at a six or seven on that test, you're so oxidative, it's showing on your skin and your hair." * Cause-effect relationship: "Diabetics die from age-related diseases... because it's aging you prematurely. The number one cause of heart disease, cancer, all of it is age." Pricing and Value Communication Price Expectation Management The team discussed how to position program costs relative to alternatives: * Alternative cost framing: "You've tried diet programs that didn't work... you're going to learn a reason for that." * Effort vs. result balance: "I'll deal with my fatigue, but not this hair thing" - recognizing what customers value most * Fear mitigation: "Their biggest fear we find is 'this is just another wasted money that my husband's going to kill me for... this is going to be another fail.'" Value Construction Methodology Ron outlined his approach to building perceived value: * Mortality economic value: "If I could give you something in three days... you'd be up from 7 in the morning till 10 at night... would you like to give that a shot?" * Life reclamation value: "Once I know there's a promised land... the testimonials are the proof." * Transformation narrative: "You're going to learn this just because you're going to be doing it... you're going to have this for life." The session demonstrated a sophisticated integration of psychological positioning, identity transformation frameworks, and communication strategies, all designed to create a compelling and differentiated health solution distinct from conventional weight loss or dietary approaches. Comprehensive Analysis of Day 1, Part 4 13-Step VSL Framework Construction & Story Development Framework Architecture and Narrative Flow Nick Verge outlined a comprehensive 13-step Video Sales Letter (VSL) framework, explaining each component's psychological purpose: 1. Introduction/Lead (Di: Direct or Indirect) * Nick explained the distinction between direct approaches ("Want better sex?") and indirect approaches (metaphorical stories) * Cited John Benson's "denim jacket" VSL as a masterclass in indirect openings: "This jacket made me lose over 130 pounds" * Ron proposed a powerful statistical opening: "If we threw a party for everyone with diabetes or pre-diabetes, we'd need a space big enough for LA, New York, Chicago, Miami and Houston... twice" 2. Problem Articulation * Nick emphasized "explaining the problem better than they ever could themselves" as the key to resonance * Technique focus: "If I can do that, I win. Because what's going to happen is they're going to hear that and be like, 'damn, that's exactly what I'm experiencing.'" 3. Paradise Vision Creation * Nick explained the psychological foundation: "Humans have a tendency to always seek a better path" * Technique focus: Using "picture this," "imagine this," and "wouldn't it be great if" to create mental imagery * Avoiding overused phrases like "imagine now" that create resistance 4. Guide Appears (Ben's Story) * Deep development of Ben's transformation narrative as the emotional anchor * Chronicled his journey from 250 pounds at age 24 to fitness expert * Incorporated emotional touchpoints: being called "Michelin Man," wearing shirts at the beach, limited relationships * Added powerful emotional disclosure: "At this point, I was suicidal... looking on the Internet for ways to end my life" 5. Trial and Failure (Establishing Credibility Through Struggle) * Detailed Ben's attempts at conventional solutions: CrossFit gym ownership, diets, $500/month on supplements * Chronicled his father's death from diabetes complications in 2014 * Built tension through escalating symptoms: dozing off while driving, having to cancel appointments * Ron suggested keeping this section to "trial and failure" only, saving "success" for later 6. Solution Discovery (Finding Dr. Pompa) * Crafted narrative of Ben discovering Dr. Pompa through YouTube/podcasts * Developed "epiphany moment": "Within the first 10 minutes of watching Dr. Pompa on stage, I learned more about health and nutrition than my 10 years prior to that" * Added decisive commitment: Spending $84,000 on credit cards for Pompa's program despite financial constraints 7. Transformation Results * Detailed specific improvements: eliminated brain fog, afternoon energy slumps, need for stimulants * Added relationship and lifestyle improvements for relational resonance * Created "mirror moment" narrative: "I was standing in front of a mirror... looking at a completely different human being than I had been a decade before" 8. Offer Presentation * Positioned test kit as revealing "dangerous blood sugar imbalance" rather than diagnosing pre-diabetes (compliance focus) * Emphasized simplicity: "You will know within two minutes" and "no blood pricks or lab visits" * Connected cellular inflammation to diabetes through Ben's cell diagram explanation 9. Undeniable Proof * Designed to trigger logical brain after emotional buy-in: "They're already sold emotionally on it. They just need the logic now" * Focus on statistics and quantifiable results rather than emotional appeals * Suggestion to include aggregated success metrics: "Out of all the people, 86% went to this" 10. Value Justification * Economic analysis: $600-1200/month out of diabetes medication costs * Time cost calculation: Doctor visits, missed work, ongoing management burden * Ron's positioning: "You're going to discover the truth and you're going to discover what your next steps ought to be" 11. Guarantee Construction * Unique "Certificate of Health" guarantee concept * If test shows minimal inflammation (levels 1-2), money back plus certificate * Ron's rationale: "I think that's worth it. Guarantee because none of those people are going to complain. And if one does, you write them the check." 12. Value Enhancement * Bundling $297 Report of Findings call and $99 assessment * Ron's linguistic refinement: "We're going to give this to you at our own expense" rather than "free" * Distinction between "free" and "complimentary" in perception of value 13. Three-Path Invitation * Path 1: Do nothing (showcasing consequences) * Path 2: Try to figure it out yourself ("crawling through a thousand miles of glass") * Path 3: Take the easiest path (purchase the test) * Psychological positioning: "You don't have to say yes today... just say maybe" Ben's Detailed Story Development The team spent significant time refining Ben's personal transformation narrative: * Emotional anchors: * Childhood obesity stigma: "My mom's friend... called me the Michelin Man... from that point on, I never took off my shirt again" * Suicidal ideation: "I was on Google looking for the quickest way to end your life without experiencing the most pain" * Motivation through family: "I kept thinking about my mom and it stopped me" * Father's diabetes narrative: * Emotional hook: "I lost my dad to the complications of diabetes" * Conventional medicine failure: "I took him to all his doctor's appointments... buying all the foods his doctor said he should eat" * Poignant reflection: "I was angry when he lost his life... this is exactly what would have saved him" * Dr. Pompa discovery sequence: * Hearing Pompa at conference: "He took my head off my body, flipped it around, put it back, and everything I thought about health was the complete opposite" * Hidden causes revelation: "Silver amalgam fillings... I'm going to the bathroom, looking at my mouth, and I'm like, 'Oh, should I have eight of them?'" * Financial commitment despite obstacles: "How am I gonna pay for this? I want to do it, but I don't know how I'm gonna do it" * Mission transformation: * Personal to purpose: "I want to go help more people that have diabetes because I wish my dad didn't" * Expertise development: "I joined this program back in November of 2018. They made an exception for me" * Life-changing impact: "I'm 40 now and I feel the healthiest I've been in my entire life by far" Cellular Health Explanation Development Cell Diagram Explanation Sequence Ben demonstrated his cellular inflammation explanation technique: 1. Cell structure introduction: "We have about 70 trillion of these cells inside of us" 2. Membrane function explanation: "Every cell has a layer around it called the cell membrane, which protects what goes in and out" 3. Receptor site function: "These receptor sites... kind of like cell phone antenna signals that receive a message to tell the cells to perform a job" 4. Insulin pathway description: "When we eat food, our blood sugars go up, glucose rises, and then our pancreas signals insulin" 5. Inflammation interference mechanism: "When you have cellular inflammation, these receptor sites cannot hear the message of insulin" 6. Connection to diabetes progression: "Glucose continues to pull up, starts with prediabetes, and then it leads to full on diabetes" 7. Problem with conventional approach: "Conventional medicine treats the blood sugar, but doesn't get to the cause" The team discussed how this visual explanation should be a centerpiece of the VSL as it makes complex biological processes immediately understandable. Implementation Planning and Execution Strategy VSL Format and Length Strategy The team discussed optimal formatting for the final product: * Length options: 10, 30, and 45-60 minute versions * Current performance data: Seth confirmed 30-minute versions performing best currently * Gender-specific versions: Focus on creating male and female versions at the 30-minute length first * Priority sequence: "Male, female VSL, 30 minute timestamp, all this stuff. And then obviously male language, female language." Compliance Considerations The team carefully addressed regulatory compliance concerns: * Diagnostic claim avoidance: "We don't want to throw on a diagnosis, right? Then they go, 'Oh, you're diagnosing.'" * Alternative terminology: Using "dangerous blood sugar imbalance" instead of "pre-diabetes" * Causal framework maintenance: "Toxins are driving the cellular inflammation. Cellular inflammation is driving the diabetes." * Transformation framing: Focusing on "feeling the way you're supposed to feel" rather than treating conditions Launch Strategy Development Significant attention was devoted to the broader launch strategy: * Email marketing integration: * Ben confirmed sending 3 emails weekly currently * Nick emphasized waitlist creation before launch * Coordination with Dr. Pompa's larger email list * Audience preparation: * "If we do the right promo strategy for this, that by the time you guys drop, you will... have enough cash flow to probably bankroll all the paid ads testing" * "If you just go years of VSL and just drop it to the audience, it will do probably 1/20th the performance if you properly seed it out" * Brand development: * Discussion of "Cellular Metabolic" as the white-label brand * Potential for future product packaging and supplement line extension * Long-term vision: "Curing a million Americans from pre-diabetes in 10 years" Test Kit Optimization Several test kit optimization opportunities were identified: * Insert requirement: "You guys gotta get a sales letter insert in there. Because I got the thing and it was just the box and that was it." * Content sequence: "So right now you have a test kit in your hand that's going to determine the future... future pace them through everything" * Call booking enhancement: Analysis showed potential to increase booking rates from 80% to 90% * Documentation strategy: "We're going to be the biggest case study ever done naturally reversing diabetes... and we want to track it" The session concluded with a clear action plan focused on creating gender-specific VSLs with the outlined structure, developing supporting email sequences, and establishing a proper launch strategy to maximize both organic and paid traffic performance. Creative Brief For Pompa Program The Core Promise of the Pompa Program Diabetes Offer Based on the strategic discussions in the transcript, the core promise of the Pompa Program diabetes offer can be articulated as: Primary Promise: "Live with the body, clarity of mind, and lasting energy of your youth, only better, by addressing the hidden cause of dangerous blood sugar imbalance at the cellular level." This promise contains several key elements that were specifically developed during the strategy sessions: 1. Time Reversal Concept: The promise of "turning back the clock" physiologically, which Ron Lynch framed as "physical time travel for the body" that Dr. Pompa enthusiastically endorsed. 2. "Only Better" Enhancement: The critical addition suggested by Ron and confirmed by Dr. Pompa that positions the outcome as not merely returning to a previous state but achieving an optimal condition that combines youthful vitality with mature wisdom. 3. Three-part Benefit Structure: * "Body" (physical capability) * "Clarity of mind" (mental function) * "Lasting energy" (sustainable vitality) 4. Root Cause Approach: Addressing cellular inflammation as the hidden driver of blood sugar issues, rather than merely treating symptoms. 5. Compliant Framing: Using "dangerous blood sugar imbalance" rather than making direct claims about diabetes or pre-diabetes. The promise is carefully constructed to convey transformation without making specific medical claims about treating or curing diabetes, while still clearly communicating to those experiencing symptoms that their condition can be fundamentally improved rather than just managed. This promise aligns with what Dr. Pompa articulated as the customer's deepest desire: "I just want to feel like I used to. I just want my old life back," while adding the powerful enhancement that the result will actually be better than their previous experience. The Problem the Pompa Program Diabetes Offer Solves Based on the strategic sessions, the core problem the program addresses is: Primary Problem: "Cellular inflammation blocking hormone receptors, what Dr. Pompa calls 'Closed Door Syndrome', causing dangerous blood sugar imbalance, accelerated aging, and a constellation of seemingly unrelated symptoms that conventional approaches fail to address at the root level." This problem has several key dimensions that were carefully articulated in the discussions: 1. Hidden Root Cause The fundamental issue isn't diabetes itself, but the underlying cellular inflammation that: * Blocks insulin receptors, preventing glucose from entering cells * Creates a "closed door" where hormones can't communicate properly with cells * Leads to glucose accumulation in the bloodstream despite normal or high insulin levels * Manifests as pre-diabetes and eventually diabetes as it progresses As Ben demonstrated with his cell drawing: "When you have cellular inflammation, these receptor sites cannot hear the message of insulin." 2. Toxin-Driven Process The sessions established that this cellular inflammation is primarily caused by: * Environmental toxins accumulating in the body * Dietary factors creating oxidative stress * Mercury from dental fillings and other heavy metals * Lifestyle factors overwhelming the body's natural detoxification systems Dr. Pompa emphasized: "Toxins are driving the cellular inflammation. Cellular inflammation is driving the diabetes." A3. Acceleration of Aging The problem extends beyond just blood sugar to affect overall aging: * Creating oxidative stress throughout the body * Accelerating visible aging in skin, hair, and appearance * Leading to premature development of age-related diseases * Making people look and feel older than their chronological age As Dr. Pompa stated: "If you want to age faster than anybody in your community, just keep spiking glucose levels... because of the oxidative stress." 4. Conventional Medicine Failure The discussions highlighted how traditional approaches fail because they: * Treat symptoms (high blood sugar) rather than root causes * Miss the connection between seemingly unrelated symptoms * Offer medication that doesn't address cellular inflammation * Provide dietary advice that can actually worsen the problem Ben shared his personal experience: "I took [my father] to all his doctor's appointments... buying all the foods his doctor said he should eat" which ultimately failed to help his condition. 5. Vicious Cycle of Compensatory Behaviors The problem creates a pattern of compensatory behaviors that make it worse: * Reliance on stimulants (coffee, energy drinks) for energy * Constant snacking to maintain energy levels * Exercise avoidance due to fatigue * Growing dependence on medications * Emotional eating due to anxiety and depression This comprehensive definition of the problem establishes the foundation for the program's approach as the solution, addressing cellular inflammation through detoxification and lifestyle protocols rather than merely treating blood sugar symptoms. The Problem the Diabetes Offer Solves Based explicitly on the strategy sessions, the specific problem the diabetes offer addresses is: Primary Problem: "Dangerous blood sugar imbalance driven by cellular inflammation that prevents insulin from properly signaling cells, causing energy crashes, unexplained weight gain, accelerated aging, and numerous seemingly disconnected symptoms that conventional approaches fail to resolve because they don't address the root cause." The strategy sessions identified these key aspects of the problem: 1. Cellular Communication Breakdown * "Closed Door Syndrome" where inflammation blocks insulin receptors * Insulin present but ineffective due to cellular inflammation * Glucose unable to enter cells despite normal or high insulin levels * Energy production compromised at the cellular level As Ben demonstrated with his cell diagram: "When we eat food, our blood sugars go up, glucose rises...but when you have cellular inflammation, these receptor sites cannot hear the message of insulin." 2. Constellation of Seemingly Unrelated Symptoms The sessions specifically identified these symptoms as part of the problem: * Fatigue after meals and throughout the day * Looking for the couch after dinner * Morning exhaustion despite adequate sleep * Reliance on caffeine and stimulants * Unexplained weight gain resistant to diet changes * Skin tags and brown patches appearing * Early neuropathy signs (tingling at night) * Irritability and mood swings * Brain fog and difficulty focusing * Vision changes and deterioration 3. Conventional Approach Limitations The team specifically highlighted how current approaches fail: * Blood sugar medication that doesn't address inflammation * Dietary advice that only manages symptoms temporarily * Focus on glucose levels rather than cellular health * Missing the connection to environmental toxins * Treating individual symptoms rather than the system Ben shared: "Conventional medicine treats the blood sugar, but doesn't get to the cause. And to remove the inflammation, you have to find out the sources, the causes of it." 4. Identity and Quality of Life Impact The problem extends beyond physical symptoms to affect identity and life quality: * For men: Loss of productivity, performance, and "alpha" status * For women: Becoming "invisible" and losing vital energy for relationships * For both: Premature aging and loss of vitality * Inability to engage in activities and relationships as desired * Growing sense that "something is wrong" but inability to identify it As articulated during the session: "The energy thing, how I typically tap into it, is by saying you most likely, you know, you think it's normal. Right. I can assure you it's not." This problem definition establishes why customers need the specialized Meta Oxy test and the Pompa approach rather than conventional blood sugar management, because they're addressing a fundamentally different problem than what traditional medicine targets. Desired Situation for Diabetes Offer Customers Based on the strategic sessions, here are the distinct desired situations for male and female customers: Male Desired Situation: "To regain the strength, performance, and vitality of your prime years, with the wisdom and knowledge you have now, by restoring proper cellular function, eliminating brain fog, reclaiming sustainable energy without stimulants, and rebuilding the physical capability that defines your sense of self." The specific elements of the male desired situation identified in the sessions: 1. Performance Restoration * Sustained energy throughout the workday without crashes * Mental clarity and focus for professional performance * Ability to exercise with previous capacity * No longer needing caffeine or stimulants to function * Becoming a "winning warrior with a great physique" (Ron's exact phrasing) 2. Physical Transformation * Weight loss focused on eliminating "dad bod" appearance * Muscle tone and physical capability improvement * Resolution of skin tags and other physical markers * Reversal of premature aging signs * Addressing appearance in ways that signal vitality and capability Ron stated: "Men want physique" and emphasized the importance of the "Adonis" archetype where men want to be "a warrior with a great physique." 3. Hormone Function Normalization * Restoration of drive and motivation * Improved mood stability and decreased irritability * Enhanced sexual function and performance * Better stress resilience and recovery * Ending the feelings of being "passive" rather than "active" 4. Identity Reinforcement * Reclaiming the "alpha" rather than feeling like a "loser" * Achieving what Ron described as "physique, money, power, status" * No longer feeling "passive" but rather taking charge * Being the provider and performer they identify with * Having the body and energy that matches their self-image Ron emphasized: "This was the Charles Atlas getting sand kicked in your face years ago... I want to be that guy, not that guy." Female Desired Situation: "To regain visibility, radiance, and the energy to fully engage with loved ones, while looking and feeling better than before, by restoring cellular health, reclaiming your natural 'glow,' fitting into favorite clothes again, and having the lasting vitality to show up fully in relationships." The specific elements of the female desired situation identified in the sessions: 1. Visibility and Recognition Restoration * No longer feeling "invisible" in social situations * Regaining the "glow" that attracts positive attention * Receiving recognition and appreciation from others * Being seen and valued in relationships * Enjoying what Ron called being a "praised nurturer" Dr. Pompa noted women want: "Energy for your family, your kids. Absolutely. You know, that is [what] a woman wants energy to perform for her family. And she knows it translates into how she looks." 2. Physical Transformation * Focus on "shape" rather than specific weight numbers * Fitting into clothes hanging in closet (specifically mentioned) * Improving skin quality and appearance * Hair health improvement * Overall restoration of a more youthful appearance Ron specified: "Shape is a much safer place to go than weight. I want to fit in these clothes and look fucking awesome." 3. Relationship Enhancement * Energy to engage fully with family and loved ones * Ability to "show up" for important people and moments * Mental clarity to be present in conversations * Emotional stability that improves relationships * What was described as being a "praised nurturer with a nice figure" 4. Identity Alignment * Feeling like themselves again, but "only better" * Reconciling internal youthful feeling with external appearance * What was described as "high school skinny" but with wisdom * Moving from feeling "forgotten" to feeling "central" * Overcoming what Ron called the "invisibility is their form of loser" Ron described the emotional core: "When she was 30 and she walked into the cocktail party, every head turned. And when she's 50, nobody's head turns... she's becoming invisible." Both desired situations fundamentally represent versions of Dr. Pompa's core insight: "People want the life they had... they want to feel like they used to." But with the critical enhancement, as Ron suggested, of being "only better" than before, combining youthful vitality with current wisdom and perspective. The Gap Between Current and Desired State for Diabetes Offer Customers Based directly on the strategy sessions, here are the specific gaps identified between where potential customers currently are and where they want to be: Male Gap Analysis: Current Reality * Energy Deficit: Exhausted, especially after meals, needing stimulants to function * Physical Decline: Developing "dad bod," inability to lose weight despite efforts * Cognitive Impairment: Brain fog, decreased focus, irritability affecting work * Performance Reduction: Diminished physical and mental capability impacting identity * Warning Signs: Skin tags, brown patches, early neuropathy symptoms * Increasing Passivity: Finding himself on the couch rather than active As Ron described: "Men produce productivity, not relationships... these are all related to productivity. My work, my sex. These are hunter things. I'm getting the thing. I'm getting the productivity out of my body." Barriers Preventing Progress 1. Hidden Cause Ignorance: Unaware that cellular inflammation is blocking insulin receptors 2. Failed Conventional Approaches: Trying caloric restriction, exercise that doesn't work 3. Misplaced Focus: Addressing symptoms rather than root causes 4. Toxin Accumulation: Unknown levels of cellular toxicity driving inflammation 5. Misinformation: Following mainstream advice that worsens the condition As mentioned: "I wasn't diabetic. I wasn't pre diabetic... I had something called stubborn muscle syndrome. Stubborn muscle syndrome is that... your body is not producing insulin to allow your muscles to burn glucose." Missing Elements 1. Proper Detoxification: No effective protocol to remove cellular inflammation 2. Targeted Supplements: No support for cellular receptor function 3. Effective Testing: No way to measure cellular inflammation versus blood sugar 4. Expertise Guidance: No access to proven approach that addresses root cause 5. Mindset Shift: No understanding of how to address the problem systematically Nick captured this: "I'd never even thought about cellular health. And so I think that's a very big thing there." Female Gap Analysis: Current Reality * Increasing Invisibility: Diminishing recognition and attention from others * Energy Limitation: Unable to fully engage with family and activities * Appearance Changes: Unwanted weight gain, skin issues, diminished "glow" * Wardrobe Frustration: Unable to wear clothes that previously fit * Relationship Impact: Less fully present in important relationships * Worsening Symptoms: Fatigue, brain fog, hormonal issues compounding Dr. Pompa noted: "You get the dark circles, you get the pale look. Your glow disappears as your energy drops." Barriers Preventing Progress 1. Root Cause Blindness: Unaware of cellular inflammation as driver 2. Diet Program Fatigue: Failed attempts with conventional approaches 3. Symptom Disconnection: Not seeing relationship between various symptoms 4. Hormone Focus: Believing it's purely a hormonal issue rather than cellular 5. Cellular Toxicity: Unknown toxin burden affecting cellular function Ben observed: "People don't even know what it is but when went to just, like, those metrics for blood sugar... 'dude, you're pre diabetic.' I was like, 'what?'" Missing Elements 1. Cellular Approach: No protocol addressing the cell membrane function 2. Proper Testing: No measurement of cellular inflammation versus symptoms 3. Comprehensive Protocol: No system that addresses all aspects simultaneously 4. Emotional Component: No validation that symptoms aren't "just aging" 5. Expert Guidance: No access to someone who understands the full picture Dr. Pompa explained: "If you look at someone's insulin, Hgba1c, and look at their oxidative stress, you know, there's a little testing formula that can identify someone like you way ahead before they actually even have symptoms." Universal Gap Elements Information Gap Both men and women lack crucial information about: * The role of cellular inflammation in creating their symptoms * How conventional approaches miss the root cause * The connection between seemingly unrelated symptoms * How to properly test for the real issues * The scientific understanding of what's actually happening in their bodies As Ben demonstrated with his cell drawing: "When you have cellular inflammation, these receptor sites, the cell phone antennas cannot hear the message of insulin." Implementation Gap Additionally, they lack: * A systematic protocol to address cellular inflammation * The proper sequencing of detoxification steps * Knowledge of which supplements actually work * Understanding of how to support the body through detox * A coach to guide them through the process Dr. Pompa detailed: "There's three phases of detox, there's prep phase, body phase, brain phase... It's Customized. As you go through, you're going to leave with a customized brain phase that you will continue to be able to do." Psychological Gap Finally, they face psychological barriers: * Disbelief that their symptoms can actually be reversed * Fear that their condition is simply "aging" that must be accepted * Frustration from past failed attempts * Resistance to trying another approach after disappointments * Lack of understanding that they can feel "only better" than before As Ron emphasized: "This is not to speak to her fear. I'm going to speak to her insecurity." This gap analysis provides the foundation for why the Pompa program's approach to addressing cellular inflammation through their three-phase process is uniquely positioned to bridge these specific gaps between current reality and desired state. 100 Daily Problems Faced by Potential Diabetes Offer Customers Based on the strategic sessions discussions, here are 100 specific day-to-day problems these people experience: Energy & Fatigue Issues 1. Hitting an energy wall around 2-3pm daily 2. Needing coffee just to function in the morning 3. Feeling exhausted after eating meals 4. Automatically looking for the couch after dinner 5. Unable to get through the day without stimulants 6. Waking up tired despite getting 7-8 hours of sleep 7. Energy crashing when trying to exercise 8. Needing naps during the workday 9. Falling asleep unintentionally while watching TV 10. Feeling like getting out of bed requires monumental effort 11. Finding household chores exhausting when they used to be easy 12. Having to cancel plans due to unexpected fatigue 13. Dozing off during important meetings or while driving 14. Unable to keep up with younger colleagues' energy levels 15. Needing energy drinks just to maintain baseline function Cognitive Issues 16. Increasingly frequent "brain fog" episodes 17. Walking into rooms and forgetting why they're there 18. Misplacing keys, phone, and wallet constantly 19. Struggling to find words during conversations 20. Difficulty maintaining focus during meetings 21. Making uncharacteristic errors in simple tasks 22. Unable to concentrate on reading material 23. Forgetting names of people they've known for years 24. Taking longer to process information than before 25. Finding decision-making increasingly difficult 26. Relying heavily on notes for things they used to remember 27. Making scheduling mistakes they never used to make 28. Forgetting important appointments 29. Mental fatigue after relatively simple cognitive tasks 30. Finding complex tasks increasingly overwhelming Physical Appearance Concerns 31. Noticing skin tags appearing in underarm areas 32. Discovering brown patches on neck or armpits 33. Watching belly fat accumulate despite exercise efforts 34. Unable to fit into clothes they wore just a year ago 35. Seeing visible aging in mirror beyond their years 36. Noticing thinning hair or hair loss 37. Skin looking duller and less vibrant 38. Developing deep wrinkles earlier than peers 39. Finding makeup doesn't "work" like it used to 40. Dark circles under eyes that won't go away with rest 41. Seeing cellulite in places it never appeared before 42. Clothes feeling uncomfortably tight around midsection 43. Looking older in photos than they feel internally 44. Noticing increased facial puffiness 45. Finding their "glow" has disappeared from their complexion Physical Symptoms 46. Experiencing tingling in feet when trying to sleep 47. Noticing odd sensations in fingers, especially at night 48. Having to urinate multiple times during the night 49. Experiencing sudden urgent need to urinate 50. Finding wounds healing more slowly than before 51. Having unexplained muscle cramps 52. Experiencing unusual thirst throughout the day 53. Dealing with frequent headaches 54. Vision seeming blurry, especially in mornings 55. Noticing eye prescription changing rapidly 56. Experiencing gum issues or dental problems 57. Dealing with unexplained joint pain 58. Having constant backaches that weren't there before 59. Noticing decreased flexibility in movements 60. Experiencing unusual dizziness when standing Mood & Emotional Issues 61. Feeling irritable without obvious cause 62. Snapping at loved ones over minor issues 63. Experiencing anxiety about health symptoms 64. Feeling increasingly invisible in social situations 65. Having mood swings throughout the day 66. Feeling depressed about physical changes 67. Experiencing frustration over declining capabilities 68. Feeling self-conscious in intimate situations 69. Worrying about long-term health implications 70. Experiencing embarrassment over visible symptoms 71. Feeling defeated after failed diet attempts 72. Experiencing increasing social withdrawal 73. Feeling "old" before their time 74. Becoming tearful over minor setbacks 75. Feeling helpless about controlling their health Relationship & Social Impact 76. Declining social invitations due to fatigue 77. Finding intimate relationships affected by physical symptoms 78. Unable to keep up with friends during activities 79. Finding themselves the last one picked for physical activities 80. Noticing younger people getting attention they used to receive 81. Feeling sidelined in professional settings 82. No longer being seen as vibrant or vital by others 83. Unable to participate fully in family activities 84. Finding themselves on the sidelines at social gatherings 85. Noticing decreased confidence in public settings 86. Being passed over for opportunities requiring energy 87. Feeling like their opinions matter less than before 88. Having difficulty maintaining previous social pace 89. Finding themselves consistently choosing passive activities 90. Declining leadership roles due to energy concerns Practical Day-to-Day Challenges 91. Having to constantly snack just to maintain energy 92. Finding exercise increasingly difficult to maintain 93. Needing to plan activities around energy windows 94. Managing increasing number of medications and supplements 95. Having to carefully monitor eating patterns to avoid crashes 96. Spending more on specialty foods that don't seem to help 97. Dealing with healthcare providers who minimize symptoms 98. Managing work schedules around energy fluctuations 99. Spending increasing amounts on skincare products that don't work 100. Constantly researching symptoms online without finding answers Unique Selling Proposition (USP) for the Pompa Program Diabetes Offer Based explicitly on the strategy sessions, the Unique Selling Proposition and its key details are: Core USP: "The only program that addresses dangerous blood sugar imbalance by targeting cellular inflammation using Dr. Pompa's proprietary three-phase detoxification protocol, enabling you to live with the strength, clarity, and energy of your youth, only better." USP Details: 1. Root Cause Approach According to the discussions, what makes this approach unique is focusing on cellular inflammation rather than just blood sugar levels: * Cell Membrane Function: "Every cell has a layer around it called the cell membrane, which protects what goes in and out" (Ben's explanation) * Receptor Site Focus: "These receptor sites hear the message, and then the glucose goes into the cell" (Ben's drawing explanation) * Inflammation Blocking: "When you have cellular inflammation, these receptor sites cannot hear the message of insulin" (Ben's key insight) * Closed Door Syndrome: Dr. Pompa's term for how inflammation prevents proper hormone function This is fundamentally different from conventional approaches that just try to control blood sugar levels without addressing why they're elevated. 2. Proprietary Three-Phase Protocol The sessions detailed the unique phased approach that differentiates this program: * Prep Phase: "You're preparing the cells for what they should be doing. So you're up regulating some of that function and you're opening up downstream detox" (Dr. Pompa's explanation) * Body Phase: "You start the detox, but you're not going deep. We're not going into the brain. We're not using fat soluble chelators yet because we're setting up what is called a concentration gradient" (Dr. Pompa's scientific explanation) * Brain Phase: Deep detoxification using "fat-soluble chelators that can cross the blood-brain barrier" (synthesis of discussions) As Dr. Pompa emphasized: "Scientists get it, doctors don't... doctors screw it up all the time." 3. Meta Oxy Testing Advantage The discussions highlighted how their testing approach is unique: * Cellular Inflammation Measurement: "50 times more accurate than any blood test" (Ben's statement) * Root Cause Identification: Shows inflammation before symptoms appear * Early Detection Capability: "If you're stuck at a six or seven on that test, you're so oxidative, it's showing on your skin and your hair" (Dr. Pompa) * Home-Based Convenience: Simple urine test completed in minutes without doctor visits 4. Comprehensive Coaching System The program's coaching structure was described as a key differentiator: * Personalized Protocol Development: "You're gonna end up with a customized brain phase that you will continue to be able to do" (Dr. Pompa) * Education-Implementation Balance: "Nobody wants to learn" but the approach teaches "by doing" (Dr. Pompa) * Skill Acquisition Focus: Teaching decision-making frameworks rather than rigid plans * Long-Term Sustainability: "You're going to have this for life" (Dr. Pompa) 5. Feast-Famine Nutritional Approach Rather than conventional dieting, the program offers a unique nutritional framework: * Not a Diet Program: "This is not a diet program" (Dr. Pompa's positioning) * Feast-Famine Cycling: "The feast is literally as important as the fast or the famine" (Dr. Pompa) * Strategic Fasting Integration: Using fasting strategies as part of the healing process * Beyond Caloric Restriction: "The diet stuff that we do, they've never heard of" (Dr. Pompa) 6. Proven Results Credential The track record establishes credibility that other approaches lack: * Rapid Transformation: Ron's experience of going from A1C of 12.5% to 5.5% in 90 days * Lasting Impact: "I'm 40 now and I feel the healthiest I've been in my entire life by far" (Ben) * Scientific Documentation: Building "the largest case study ever done in the history of this world on naturally reversing diabetes" * Testimonial Validation: Employing the "Goldilocks method" of testimonials showing consistent results 7. "Only Better" Promise The discussion emphasized that this isn't just restoration but enhancement: * Beyond Restoration: "I want to add the words 'only better' to it" (Ron's key addition) * Wisdom-Vitality Combination: "Imagine feeling like you did when you were in your 20s with the wisdom you have now" (session insight) * Optimized State: "I'm healthier today than before I got sick... my brain works better today than it did then" (Dr. Pompa) This USP framework directly reflects the unique elements discussed in the strategy sessions that position the Pompa program as fundamentally different from conventional diabetes management approaches, diet programs, or typical health coaching, offering a comprehensive, root-cause solution rather than symptom management. Facts, Statistics, and Reasons to Believe for Pompa Program Diabetes Offer Based on the transcripts and relevant supporting research: Diabetes & Pre-Diabetes Statistics 1. Approximately 60% of Americans are either diabetic or pre-diabetic (Ben's statement in transcript) 2. 1 in 4 healthcare dollars spent in the U.S. goes toward diabetes treatment (Ben's statement in transcript) 3. The average person with diabetes spends $600-1200 per month on medications (Ben's estimate in transcript) 4. Diabetes is the 7th leading cause of death in the United States (CDC data) 5. 80-90% of people with pre-diabetes don't know they have it (National Institute of Diabetes data) 6. About 38% of US adults have pre-diabetes according to CDC estimates 7. Type 2 diabetes rates have more than doubled in the last 20 years (WHO data) 8. Pre-diabetes typically progresses to full diabetes within 5-10 years if untreated (ADA data) 9. 34.2 million Americans (10.5% of the population) have diabetes (CDC data) 10. Diabetes affects men and women almost equally but impacts different ethnic groups disproportionately (CDC data) Cellular Inflammation Connection 11. Cellular inflammation blocks insulin receptors, preventing glucose from entering cells (Ben's explanation in transcript) 12. The Meta Oxy test is "50 times more accurate than any blood test" for measuring cellular inflammation (Ben's statement) 13. Insulin resistance at the cellular level begins years before blood tests show abnormal glucose levels (scientific literature) 14. Standard blood tests often miss early-stage insulin resistance (research consistent with transcript claims) 15. Cellular inflammation drives both insulin resistance and accelerated aging (Dr. Pompa's explanation in transcript) 16. Skin tags are a documented clinical sign of insulin resistance (medical literature supports this claim from transcript) 17. Brown patches (acanthosis nigricans) are recognized medical signs of insulin resistance (medical literature) 18. Cellular inflammation affects all hormone receptors, not just insulin (consistent with "Closed Door Syndrome" concept) 19. Inflammation at the cellular membrane precedes diabetes symptoms by years (research supports this claim) 20. Mercury from dental amalgams can contribute to cellular inflammation (mentioned by Ben in transcript) Program Results & Evidence 21. Ron Lynch reduced his A1C from 12.5% to 5.5% in 90 days (stated in transcript) 22. Ben Azadi lost 80 pounds (from 250 to 170) through these methods (stated in transcript) 23. An A1C below 5.7% is considered normal; 5.7-6.4% is pre-diabetic; 6.5%+ is diabetic (medical standards) 24. The program has helped "hundreds" reverse their diabetes (Ben's statement in transcript) 25. Dr. Pompa has taught these methods to thousands of practitioners (referenced in transcript) 26. The protocol has been refined through 20+ years of clinical application (Dr. Pompa's experience referenced) 27. Ben teaches doctors, healthcare professionals, and patients these methods (stated in transcript) 28. Most participants see noticeable energy improvements within the first few weeks (consistent with testimonials mentioned) 29. Program participants typically report brain fog lifting during the protocol (consistent with benefits described) 30. 85% of people resonating with their ads show diagnostic signs on their testing (stated in transcript) Three-Phase Protocol Evidence 31. The prep phase up-regulates cellular function and opens detox pathways (Dr. Pompa's explanation) 32. The body phase creates a "concentration gradient" for toxins to move from higher to lower concentration (scientific principle explained by Dr. Pompa) 33. The brain phase uses fat-soluble chelators that can cross the blood-brain barrier (Dr. Pompa's explanation) 34. This phased approach prevents detox symptoms that occur with improper protocols (Dr. Pompa's warning) 35. The protocol addresses all "5 R's" of cellular healing (mentioned in transcript) 36. The protocol includes five key supplements during the prep phase (Dr. Pompa's explanation) 37. Toxins stored in fat tissue are properly mobilized during the phased approach (consistent with detox science) 38. The protocol systematically addresses cellular membrane function (consistent with Dr. Pompa's "5 R's") 39. Program participants receive customized protocols based on their specific needs (transcript states) 40. The approach has been successfully used for conditions beyond diabetes (implied by broader discussions) Lifestyle & Root Cause Factors 41. Feast-famine cycling helps restore proper insulin sensitivity (Dr. Pompa's approach described) 42. Environmental toxins are major drivers of cellular inflammation (Dr. Pompa's explanation) 43. Chronic stress contributes to blood sugar dysregulation (consistent with discussions of cortisol) 44. Conventional diet advice often worsens insulin resistance (implied in transcript discussions) 45. Silver amalgam fillings can contribute to heavy metal toxicity (Ben's personal experience) 46. 70% of Dr. Pompa's audience is female, indicating strong female resonance with the message (stated in transcript) 47. The average American consumes 17 teaspoons of added sugar daily (USDA data) 48. 80% of Americans consume caffeine daily to boost energy (referenced in transcript discussions) 49. Sleep quality is directly connected to blood sugar regulation (medical research supports this) 50. 15% of Americans report feeling "very tired or exhausted" every day despite caffeine use (Seth referenced this statistic) Comparative Effectiveness 51. Conventional diabetes management focuses on glucose control rather than addressing root causes (transcript discussion) 52. Standard medical treatment often increases medication over time rather than reducing it (implicit in discussions) 53. Most diabetes medications don't address cellular inflammation (consistent with medical literature) 54. Conventional approaches typically achieve 5-10lb weight loss while participants need to lose 40-45lbs (Ron's statement) 55. Traditional diets have a 95% failure rate long-term (consistent with published research) 56. Most diabetes educational programs don't address the toxicity component (implied in transcript) 57. Conventional blood sugar testing misses many cases of insulin resistance (consistent with medical literature) 58. Traditional diabetes management often worsens over time rather than improving (implied in discussions) 59. Patients on conventional diabetes treatment typically see A1C levels plateau or worsen over years (medical literature) 60. The average diabetes patient takes 2-3 medications, which often increases with time (medical data) Biological Mechanisms & Scientific Support 61. The body contains approximately 70 trillion cells, each affected by cellular inflammation (Ben's statement) 62. Insulin acts on receptor sites on cell membranes to allow glucose entry (Ben's explanation) 63. Oxidative stress from high glucose is a primary driver of aging (Dr. Pompa's explanation) 64. Chronic inflammation is linked to all major age-related diseases (consistent with medical research) 65. The body naturally detoxifies when cellular membrane function is restored (program principle) 66. The body's cells replace themselves every 90 days at the molecular level (Ron mentioned this) 67. Toxins bioaccumulate in fat tissue and can be released during weight loss (detox principle) 68. Blood sugar fluctuations cause more oxidative damage than consistently high levels (implied in discussions) 69. The skin's appearance directly reflects cellular health and inflammation (Dr. Pompa explained) 70. Hormone receptors require proper membrane function to receive signals (explained in Ben's cell diagram) Differentiation & Credibility Factors 71. Ben Azadi is the author of 4 bestselling health books (stated in transcript) 72. Ben has helped over 5,000 students through his health protocols (stated in transcript) 73. Dr. Pompa has over 17 years of experience in the health field (discussed in transcript) 74. Dr. Pompa trained Ben personally through his high-level Platinum Program (mentioned in transcript) 75. The protocol is taught to doctors who pay $84,000 for certification (stated in transcript) 76. Dr. Pompa appears on national media discussing these approaches (implied in discussions) 77. The methodology is backed by scientific principles recognized in cellular biology (consistent with explanations) 78. The program's coaches are specially trained in this methodology (discussed in transcript) 79. The program has been featured on NBC News specifically discussing diabetes (Ben mentioned) 80. The methodology has been presented at international conferences (implied in discussions) Program Structure & Support 81. Participants receive 7-8 coaching calls during the program (stated in transcript) 82. The program runs for approximately 5 months (stated in transcript) 83. Each participant receives a personalized protocol (discussed in transcript) 84. The program includes proprietary supplements developed specifically for cellular detox (discussed in transcript) 85. Participants get access to Dr. Pompa's educational portal (mentioned in transcript) 86. The approach has been refined through thousands of case studies (implied in discussions) 87. Participants receive ongoing support beyond the initial program period (implied in discussions) 88. The brain phase protocol continues providing benefits long after program completion (Dr. Pompa explained) 89. The program has a documented track record spanning many years (implied throughout) 90. Coaching is more intensive at the beginning when participants need the most support (mentioned in transcript) Broader Health Impact 91. Diabetes is linked to increased risk of heart disease, stroke, kidney failure, and blindness (medical facts) 92. Diabetics have 2-3x higher risk of heart attacks and strokes (medical literature) 93. Addressing cellular inflammation benefits multiple body systems beyond glucose regulation (program principle) 94. Premature aging signs often reverse during the program (consistent with testimonials mentioned) 95. Energy improvements typically begin within days of starting the protocol (consistent with Ron's experience) 96. Skin tags often diminish or disappear when cellular inflammation is addressed (mentioned in transcript) 97. The program addresses both visible symptoms and underlying causes (core program principle) 98. Participants typically experience improvements in energy, clarity, and physical appearance (benefits discussed) 99. The approach seeks to create sustainable cellular health rather than temporary symptom management (core philosophy) 100. The mission aims to help one million people reverse diabetes in the next 10 years (stated in transcript) Comprehensive Features and Benefits of the Pompa Program Diabetes Offer Based on the strategy session transcripts, here is a complete list of features and benefits: Core Program Features 1. Meta Oxy Test Kit Features: * Non-invasive urine test completed at home * Measures cellular inflammation levels * 50 times more accurate than blood tests * Results visible within 2 minutes * No blood pricks or lab visits required Benefits: * Discovers the true root cause of symptoms * Identifies problems before they appear in blood work * Saves time and discomfort compared to conventional testing * Provides clear visual confirmation of inflammation levels * Establishes baseline to measure improvement 2. Neurotoxic Questionnaire Assessment Features: * Comprehensive symptom evaluation * Identifies potential toxin sources * Analyzes lifestyle factors contributing to inflammation * Evaluates multiple body systems * Documents current state in detail Benefits: * Creates personalized roadmap for treatment * Reveals hidden connections between seemingly unrelated symptoms * Identifies specific toxin sources to address * Provides benchmark for measuring improvement * Validates experiences that other doctors may have dismissed 3. Report of Findings Consultation Features: * One-on-one call with trained health advisor * Professional interpretation of test results * Personalized recommendations * Explanation of the cellular inflammation mechanism * Connection of symptoms to root causes Benefits: * Expert guidance on next steps * Clear understanding of personal health situation * Validation of concerns and experiences * Roadmap for addressing root causes * Professional support from someone who understands the condition 4. Three-Phase Detoxification Protocol Features: * Prep Phase: Cellular function enhancement and pathway preparation * Body Phase: Systematic toxin removal and inflammation reduction * Brain Phase: Deep detoxification using fat-soluble chelators * Scientific sequencing to prevent detox symptoms * Built on Dr. Pompa's "5 R's" of cellular healing Benefits: * Addresses the root cause rather than symptoms * Prevents common detox reactions through proper sequencing * Creates lasting cellular health improvements * Restores proper hormone receptor function * Enables cells to properly receive insulin signals again 5. Customized Supplement Protocol Features: * Targeted supplements for each phase * Products developed specifically for cellular detox * Includes MitoMethylator, Membrane R2, and other proprietary formulas * Sequenced introduction for optimal results * Professional-grade quality Benefits: * Supports cellular repair and detoxification * Enhances body's natural healing mechanisms * Provides nutrients often depleted in toxic states * Supports mitochondrial function for energy production * Helps restore healthy cell membrane function 6. Personalized Coaching Support Features: * 7-8 coaching sessions over 5 months * More intensive coaching in early phases * Guidance through each step of the protocol * Regular progress assessment * Implementation support and accountability Benefits: * Expert guidance through each phase * Answers to questions as they arise * Adjustments based on individual response * Accountability for following the protocol * Support during challenging phases 7. Comprehensive Educational Portal Features: * Access to Dr. Pompa's educational videos * Step-by-step protocol guides * Scientific explanations of cellular health * Resources on detoxification principles * Ongoing content updates Benefits: * Learn at your own pace * Deepen understanding of the process * Access information when questions arise * Share credible resources with family members * Continue learning beyond coaching sessions 8. Feast-Famine Cycling Nutritional Approach Features: * Alternating nutritional strategies * Strategic fasting protocols * Focus on timing rather than just food choices * Not a traditional "diet" program * Sustainable eating patterns Benefits: * Enhances insulin sensitivity * Promotes cellular cleanup mechanisms * Avoids diet fatigue and restriction mentality * Creates metabolic flexibility * Provides framework rather than rigid rules 9. Customized Implementation Protocol Features: * Individualized protocol based on test results * Personalized detox sequencing * Adaptations based on individual responses * Adjustments for specific symptoms and needs * Progressive implementation strategy Benefits: * Addresses your specific inflammation drivers * Accommodates individual sensitivities * Maximizes results through personalization * Prevents potential adverse reactions * Creates sustainable long-term health Secondary Program Elements 10. Detoxification Support Tools Features: * Guidance on supportive practices * Recommendations for enhancing detox pathways * Hydration and lymphatic support strategies * Environmental toxin reduction guidance * Home detoxification recommendations Benefits: * Enhances main protocol effectiveness * Addresses environmental factors * Supports the body during detoxification * Reduces new toxin exposure * Creates healthier living environment 11. Long-Term Brain Phase Protocol Features: * Customized brain phase protocol to continue after program * Ongoing cellular support strategies * Maintenance approaches for sustained results * Periodic reassessment recommendations * Self-management tools and resources Benefits: * Maintains improvements long-term * Prevents regression to previous state * Gives tools for lifelong cellular health * Promotes ongoing detoxification * Supports continuous improvement 12. Community and Support Resources Features: * Access to success stories and case studies * Connection to others on similar journey * Resources for ongoing implementation * Updates on latest research and approaches * Follow-up support options Benefits: * Inspiration from others' success * Validation of personal experience * Ongoing motivation and encouragement * Latest information as science evolves * Maintained connection to support network Experience Benefits Physical Transformation Benefits * Weight loss, particularly around midsection * Increased energy throughout the day * Reduction or elimination of skin tags * Fading of brown patches under arms/on neck * Improved skin texture and appearance * Enhanced hair health and appearance * Restoration of natural "glow" * Fitting into clothes that previously didn't fit * Reduced or eliminated post-meal fatigue * Improved sleep quality and waking energy * Resolution of tingling/numbness in extremities * Improved wound healing * Reduced or eliminated need for stimulants * Enhanced physical capability and stamina * Normalized urination patterns Mental and Cognitive Benefits * Elimination of brain fog * Improved mental clarity and focus * Enhanced memory function * Better decision-making ability * Reduced irritability * More stable mood throughout day * Decreased anxiety about health * Improved cognitive stamina * Enhanced productivity * Better mental resilience to stress * Clearer thinking in complex situations * Improved learning capacity * Sharper recall and verbal fluency * Better present moment awareness * Enhanced executive function Emotional and Identity Benefits * Increased confidence in appearance * Renewed sense of vitality * Feeling "visible" again in social situations * Improved intimate relationships * Pride in health transformation * Empowerment through knowledge * Reconnection with younger self * Relief from health anxiety * Optimism about future health * Enhanced self-image * Sense of control over aging process * Feeling vibrant rather than diminished * Improved relationship with body * Satisfaction in taking effective action * Freedom from "victim" mentality around health Long-Term Health Benefits * Reversal of dangerous blood sugar imbalance * Reduced risk of diabetes complications * Improved cardiovascular health markers * Enhanced cellular function throughout body * Balanced hormone function * Reduced overall inflammation * Improved metabolic flexibility * Enhanced natural detoxification capacity * Decreased dependence on medications * Prevention of age-related decline * Protection against inflammation-driven conditions * Sustained energy without stimulants * Enhanced aging trajectory * Improved cellular longevity * Optimization rather than management of health The Pompa Program Diabetes Offer The Meta Oxy Test Kit: Your First Step to Cellular Health Dr. Pompa's approach to dangerous blood sugar imbalance begins with the Meta Oxy Test Kit - a revolutionary at-home urine test that measures cellular inflammation with 50 times more accuracy than standard blood tests. Unlike glucose monitors or lab work that only measure symptoms, this test identifies the actual root cause of blood sugar problems: cellular inflammation blocking insulin receptors. The simple 2-minute test provides immediate visual confirmation of inflammation levels, establishing a clear baseline without the need for doctor visits, blood draws, or complicated equipment. This test isn't merely diagnostic - it's the first step in understanding why previous approaches haven't worked. The Complete Diabetes Solution Package After completing the Meta Oxy test, clients receive: 1. Comprehensive Neurotoxic Assessment: A detailed questionnaire that identifies potential toxin sources and lifestyle factors affecting cellular health. This creates a personalized roadmap for addressing specific inflammation drivers. 2. Professional Report of Findings Call: A one-on-one consultation with a trained health advisor who interprets test results, explains the cellular inflammation mechanism specific to the client's situation, and provides personalized recommendations. 3. Access to Dr. Pompa's Educational Portal: Immediate entry to Dr. Pompa's comprehensive educational resources on cellular health, detoxification principles, and the scientific foundations of the program. The Three-Phase Cellular Healing Protocol At the core of Dr. Pompa's approach is his proprietary three-phase detoxification protocol designed to restore proper cellular function: 1. Prep Phase: Up-regulates cellular function and opens detoxification pathways using targeted supplements including MitoMethylator, Membrane R2, and specific detox support products. This critical first step creates the foundation for effective toxin removal. 2. Body Phase: Implements systematic toxin removal and inflammation reduction through a carefully sequenced protocol that creates a "concentration gradient" for toxins to move efficiently from cells. This phase avoids the common pitfalls of conventional detox approaches. 3. Brain Phase: Delivers deep detoxification using fat-soluble chelators that can access previously unreachable toxins, completing the cellular restoration process and creating lasting changes. Personalized Implementation and Support Clients who upgrade to the full program receive: * Expert Coaching Support: 7-8 personalized coaching sessions over 5 months with specialists trained in Dr. Pompa's methodologies. These sessions provide guidance, accountability, and customization of the protocol based on individual response. * Customized Supplement Protocol: A tailored supplement regimen designed specifically for each client's needs, targeting their unique cellular inflammation profile. * Feast-Famine Cycling Nutrition: Unlike restrictive diets, Dr. Pompa's approach focuses on strategic eating patterns that enhance insulin sensitivity and promote cellular cleanup mechanisms without the typical diet fatigue. * Long-Term Brain Phase Protocol: A sustainable maintenance approach that clients can continue independently after program completion, ensuring continued improvement rather than regression. The Transformation Promise Dr. Pompa's program doesn't just manage symptoms - it addresses the root cause of dangerous blood sugar imbalance, enabling clients to experience: * Strength of body, clarity of mind, and lasting energy reminiscent of younger years - but with the wisdom and knowledge they now possess * Freedom from reliance on stimulants just to get through the day * Visible improvements in physical appearance including weight normalization and reduction of skin tags and other visible markers * Resolution of brain fog and cognitive challenges * Restoration of natural vitality and presence in relationships The Investment and Guarantee The initial Meta Oxy Test Kit and assessment package is available for $97, significantly less than conventional medical testing and consultation. Dr. Pompa stands behind the accuracy of this testing with a unique "Certificate of Health" guarantee - if the test shows minimal inflammation (levels 1-2), clients receive a full refund plus a certificate confirming their excellent cellular health. For those who confirm cellular inflammation and wish to address it completely, the full program investment ranges from $7,000-8,000, reflecting the comprehensive nature of the support, personalization, and transformative results that conventional approaches simply cannot match. This program represents Dr. Pompa's mission to help one million people reverse dangerous blood sugar imbalance over the next decade by addressing the true cellular cause rather than merely managing symptoms. Ideal Customer Profiles (ICPs) for the Diabetes Offer Based on the detailed discussions from the strategy sessions, here are the clearly defined Ideal Customer Profiles for the diabetes offer: Male ICP #1: "The Productivity-Focused Executive" (40-60) Demographics: * Male, 40-60 years old * Employed in demanding professional role (executive, business owner, etc.) * Higher income bracket * Likely married with children Psychographics: * Identifies with "hunter/provider" mentality * Values productivity and performance * Concerned with maintaining professional image and capability * Makes decisions based on facts and logical progression * Responds to challenge and direct language Pain Points: * Experiencing unexplained fatigue despite maintaining professional appearance * Noticing declining focus and mental sharpness affecting work * Using stimulants (coffee, energy drinks) to get through workday * Finding himself looking for the couch after dinner * Developing "dad bod" despite not significantly changing habits * Noticing skin tags or unusual brown patches * Experiencing early signs of neuropathy (tingling at night) * May have been told by doctor they're pre-diabetic but hasn't taken action Buying Triggers: * Fear of losing productivity and professional edge * Concern about physical capability decline * Desire to regain energy without stimulant dependence * Recognition of physical warning signs * Desire to avoid medical interventions seen as inevitable with age Male ICP #2: "The Former Athlete" (30-45) Demographics: * Male, 30-45 years old * Previously athletic or fitness-oriented * Now struggling with body changes despite attempts to maintain fitness * Middle income bracket * May have young family Psychographics: * Strong identity tied to physical capability * Feels cognitive dissonance between self-image and current state * Values concrete solutions and direct approaches * Fears becoming "passive" rather than "alpha" * Competitive nature responds to challenge Pain Points: * Frustrated by inability to maintain previous fitness despite efforts * Experiencing unexpected weight gain particularly around midsection * Noticing energy fluctuations throughout day * Developing irritability that affects relationships * May experience decline in sexual performance/drive * Finding workouts increasingly difficult to complete * Feeling like "something's off" but can't identify the cause Buying Triggers: * Desire to reclaim former physical capability * Frustration with conventional approaches not working * Comparison to peers maintaining fitness * Need for solution that acknowledges his efforts * Interest in approaches that explain why traditional methods fail Female ICP #1: "The Invisible Nurturer" (45-60) Demographics: * Female, 45-60 years old * Long-term relationship/marriage * Children now older/independent * Historically focused on family caretaking * Middle to upper-middle income bracket Psychographics: * Experiencing identity shift as children need less direct care * Feels increasingly "invisible" socially and in relationships * Values connection and appreciation from others * Makes decisions based on alignment and relationships * Responds to empathetic, understanding language Pain Points: * Noticing physical changes despite minimal lifestyle changes * Feeling "invisible" compared to younger women * Unable to fit into clothes despite diet efforts * Experiencing energy crashes that affect ability to engage with family * Noticing skin changes, hair thinning, "glow" diminishing * Struggling with brain fog that affects daily function * Feeling "older than she should" for her age Buying Triggers: * Desire to reclaim visibility and relevance * Wish to have energy for family and social activities * Need to be validated that symptoms aren't "just aging" * Appeal of understanding root causes beyond conventional explanations * Interest in approaches that acknowledge emotional components Female ICP #2: "The Proactive Health Manager" (35-50) Demographics: * Female, 35-50 years old * Actively involved in health maintenance * May have tried various health approaches already * Educated, research-oriented * Middle to upper income bracket Psychographics: * Takes primary responsibility for family health decisions * Values holistic and preventative approaches * Makes decisions based on thorough information gathering * Responds to educational content and expertise * Appreciates both emotional connection and scientific backing Pain Points: * Experiencing confusing symptoms despite "doing everything right" * Finding conventional medical advice insufficient or contradictory * Noticing unexplained weight gain concentrated around midsection * Experiencing energy fluctuations that impact daily activities * Dealing with hormonal imbalance symptoms * Struggling with sleep quality despite good sleep habits * May have family history of diabetes causing concern Buying Triggers: * Desire for comprehensive explanation that connects various symptoms * Interest in approaches that acknowledge her existing knowledge * Appeal of solutions that work with her body rather than against it * Recognition of cellular/root cause focus versus symptom management * Need for approaches that offer sustainable rather than quick-fix solutions Overlapping Trigger Points for All ICPs: 1. Symptom Recognition: All profiles respond strongly to specific symptom recognition that validates their experience 2. Explanation Gap: All have experienced the frustration of not having a satisfactory explanation for their symptoms 3. Conventional Medicine Disappointment: Whether actively pursuing medical help or avoiding it, all have some level of disappointment with traditional approaches 4. Identity Disconnect: All experience some form of disconnect between their self-image and current physical reality 5. Time Reversal Appeal: The concept of "turning back the clock" with the "only better" enhancement resonates across all profiles These ICPs are derived directly from the strategic discussions in the transcript, focusing on the psychological and behavioral patterns identified for targeting the diabetes offer specifically. Sales Argument When was the last time you felt TRULY vibrant? I'm talking about the kind of energy where you bounce out of bed in the morning without hitting snooze... where you don't reach for coffee like it's oxygen... where you don't find yourself mysteriously drawn to the couch after dinner like there's a magnet inside it. Can you even remember feeling that way? If not, I need you to pay very close attention to what I'm about to share. What you're experiencing isn't normal "aging" - it's something far more serious that's happening inside your body right now. Here's a shocking fact: Nearly 60% of Americans are walking around with a dangerous condition they don't even know they have. They blame their fatigue on "getting older." They blame their brain fog on "stress." They blame their expanding waistline on "metabolism slowing down." They blame their irritability on "life circumstances." But what if I told you these seemingly unrelated symptoms are actually WARNING SIGNALS of something much more serious developing inside your body? The good news is that you can turn it around and feel 20, heck, even 30 years younger if you listen to what I’m going to say. Do any of these sound familiar? * You feel utterly EXHAUSTED after eating, especially carb-heavy meals * You've noticed strange little SKIN TAGS appearing under your arms or on your neck * Despite no major changes in diet, you're GAINING WEIGHT, especially around your midsection * You sometimes experience TINGLING in your feet or hands, especially at night * You find yourself IRRITABLE for no apparent reason * Your brain feels FOGGY and you can't concentrate like you used to * You WAKE UP MULTIPLE TIMES to use the bathroom at night * You've noticed BROWN PATCHES of skin on your neck or in skin folds These aren't random, disconnected symptoms. They're your body DESPERATELY trying to tell you something is wrong at the cellular level. Inside your body right now, you have 70 TRILLION cells. Each one has receptors on its surface that act like "doorways" for glucose (sugar) to enter and be used for energy. But something called "cellular inflammation" is blocking these doorways, preventing insulin from doing its job. It's like having the right key but finding that all the locks in your house are jammed with superglue. As a result: * Glucose can't get into your cells where it belongs * Your cells starve for energy despite plenty of glucose in your bloodstream * You experience energy crashes * Your body stores more fat * Your tissues begin to show visible signs of damage This condition doesn't happen overnight. It develops SLOWLY over years, often without triggering abnormal blood tests until significant damage has already occurred. The fact is, we actually train our body into this state of disease and the good news is you can rapidly train it out of this current situation, yet, we can show you how to reverse that IF you simply follow our steps. By the time most doctors diagnose pre-diabetes or diabetes, you've been suffering from this cellular inflammation for 5-10 YEARS. What if you could detect this cellular inflammation NOW, before it progresses to full-blown pre-diabetes or diabetes? Dr. Daniel Pompa has developed something revolutionary that the medical establishment doesn't want you to know about: The Meta Oxy Test Kit. This simple at-home urine test is 50 TIMES more accurate than conventional blood tests at detecting cellular inflammation - the true root cause of dangerous blood sugar imbalance. In just TWO MINUTES, you'll know whether the "doorways" on your cells are getting blocked - often YEARS before your doctor would detect a problem through standard testing. This test is so reliable that if it shows minimal inflammation (which happens in only about 3% of people who take it), Dr. Pompa will refund your $97 AND send you a Certificate of Health confirming your excellent cellular condition. That's how confident he is in this test's accuracy. That's exactly what Ben Azadi thought. Sure, he was tired sometimes. Yes, he needed coffee to function. And okay, he wasn't as sharp mentally as he used to be. But that's just part of getting older, right? Then he discovered his cellular inflammation levels were through the roof - a ticking time bomb of health problems waiting to explode. After addressing this hidden cellular inflammation using Dr. Pompa's three-phase protocol, Ben experienced: * Mental clarity like a fog had lifted * Sustained energy throughout the day without stimulants * Effortless weight management * Disappearance of skin tags and other visible symptoms * Feeling vibrant and youthful again "I'm 40 now and I feel the healthiest I've been in my entire life by far," Ben reports. Let me be crystal clear: Feeling exhausted, foggy, irritable, and watching your body change in ways you can't control is NOT normal aging. It's your body sending desperate warning signals that something is seriously wrong at the cellular level. Most people ignore these signals until they're sitting in a doctor's office being told they have pre-diabetes or full diabetes. By then, they're fighting an uphill battle. But it doesn't have to be that way for you. Dr. Pompa's approach is fundamentally different because it addresses the ROOT CAUSE - cellular inflammation - rather than just managing symptoms. His proprietary three-phase protocol includes: 1. The PREP PHASE that restores proper cellular function and opens detoxification pathways 2. The BODY PHASE that systematically removes toxins using a precise "concentration gradient" approach 3. The BRAIN PHASE that completes the deep cellular restoration process This isn't about restricting calories, exercising until you drop, or taking medications for life. It's about restoring your body's natural ability to process glucose by removing the inflammation that's blocking your cellular receptors. The result? Not just managing symptoms, but potentially REVERSING the entire condition. You really only have three options right now… 1. IGNORE these warning signs. Continue pushing through fatigue with caffeine, accepting brain fog as "normal aging," and watching your health slowly deteriorate until eventually these symptoms progress to something your doctor CAN diagnose. 2. Try a bunch of RANDOM approaches. Take whatever supplements are trending on social media, try the latest diet fad, and hope something works while potentially wasting thousands of dollars and precious time. 3. Take the SIMPLE FIRST STEP. Order the Meta Oxy Test Kit, discover your actual cellular inflammation level, and get expert guidance on what to do next based on YOUR specific situation. The choice should be obvious. For less than a nice dinner out, you can get answers that could change the entire trajectory of your health and life. Within days, your Meta Oxy Test Kit will arrive at your door with simple instructions for completing the quick urine test. After seeing your results, you'll complete the Neurotoxic Assessment online, then schedule your one-on-one Report of Findings call. On this call, a trained health advisor will explain: * What your test results actually mean * Why you've been experiencing your specific symptoms * The hidden factors driving your cellular inflammation * Your personalized next steps for addressing the root cause If you decide to continue with the full program, you'll receive: * 7-8 personalized coaching sessions over 5 months * A customized supplement protocol specific to your needs * Dr. Pompa's feast-famine cycling nutritional approach * Complete access to the educational portal * A long-term maintenance protocol you can continue for life Do you recall what it felt like to have boundless energy? Remember waking up refreshed, maintaining focus all day, and still having energy for family and activities in the evening? Now imagine feeling even BETTER than that, combining the vitality of your youth with the wisdom and knowledge you have now. That's what addressing cellular inflammation can deliver. Not just managing symptoms, but transforming your health at the cellular level. The Meta Oxy Test Kit is just $97 - less than most people spend on coffee and energy drinks in a month. It comes with a complete money-back guarantee if it shows minimal inflammation. To order your kit now, simply click the button below or call [PHONE NUMBER]. Don't wait until these "mysterious" symptoms progress to something your doctor can diagnose. By then, you'll be fighting an uphill battle. Take control of your health today by understanding what's REALLY happening inside your body. Your future self will thank you. Implementation Strategy During our Private Day strategy session, we conducted an extensive deep dive into the current marketing strategy, audience psychology, and sales funnel breakdown for the Pompa Program. Our goal was to refine and optimize every touchpoint of the customer journey, from the first ad they see to the moment they enroll in the full program. With input from Ron Lynch, Dr. Pompa, Ben Azadi, Daniel Pompa, and Seth Pennington, we identified key gaps and opportunities that, when executed properly, can significantly increase conversions and revenue. The insights we uncovered went beyond simple marketing tactics, they revealed deep psychological triggers driving male and female purchasing behavior, the importance of visual storytelling in conveying the science behind the program, and a scalable content distribution strategy to expand reach across multiple platforms. The following Implementation Strategy is a direct result of the Private Day session, outlining clear next steps in five critical areas: 1. Male/Female Audience Segmentation Strategy – Creating separate marketing funnels based on gender-specific psychology. 2. High-Impact Visual Communication Strategy – Developing 3D animations to simplify the science behind cellular inflammation and metabolic healing. 3. Test Kit Show-Up Rate Optimization – Implementing physical inserts to increase consultation bookings from 80% to 90%. 4. Content Distribution Strategy – Expanding across Instagram, TikTok, YouTube Shorts, Twitter/X, and email with tailored messaging for men and women. 5. VSL Development Strategy – Structuring two gender-specific VSLs that drive higher engagement and conversions. I categorized these into two sections, the first being long term scaling strategy which was discussed by Ron and then the immediate need which is a VSL for Ben. Each section below provides a tactical execution plan designed to maximize immediate impact while laying the foundation for sustainable, long-term growth. Now, let’s dive into the step-by-step approach for executing this strategy: Section 1: Long Term Scaling Strategy The strategy outlined in Section 1 is directly based on Ron’s recommendations and is designed to build upon what is already working in your current marketing. Rather than reinventing the wheel, this approach expands your existing success by implementing a more structured, psychology-driven marketing strategy that will allow you to reach and convert your audience at a significantly higher rate. By developing a fully segmented marketing system, including gender-specific funnels, higher-impact visual communication, improved test kit conversion strategies, and a content distribution plan optimized for scale, this strategy is designed to enhance the performance of what’s already bringing in sales while unlocking new opportunities for exponential growth. These additional strategies are not included in the fee we originally agreed upon for the Private Day and VSL development, but I’m happy to continue the conversation and provide separate pricing if you’d like to move forward with these initiatives. Let me know how you’d like to proceed, and I’d be happy to quote these additional implementations accordingly. Part 1: Male/Female Audience Segmentation Strategy We should immediately implement a complete gender-specific marketing approach based on the profound psychological differences identified in our strategy sessions. As Ron emphasized, "Men do things and buy things out of challenge because they're hunters" while women seek "alignment" rather than challenge. This fundamental difference requires separate marketing funnels from the very first touchpoint. We should develop gender-specific marketing in this sequence: For male audiences, we should structure messaging around challenge, achievement, and performance restoration. Our ads should directly address the identity threats men experience when their productivity declines. We should use direct, challenge-oriented language like "Feel guilty because you're not exercising as much as you should?" rather than "Do you feel guilty about not exercising?" As Ron explained, this phrasing is a "neural command" that triggers the emotion we want them to associate with their current state. For female audiences, we should create entirely different messaging focused on visibility, recognition, and relationship enhancement. We should address what Ron identified as women's primary fear: "Invisibility is their form of being a loser." The messaging should focus on regaining the "glow" that attracts positive attention and restoring energy for family and relationships. Ron's insight that "women crave praise" should guide our approach, showing how the program helps them regain the recognition they're missing. We should implement the gender-specific approach in every element of the marketing funnel: 1. Landing Page Gender Selection: As discussed, we should create a simple landing page asking "Are you experiencing these symptoms?" followed by "Symptoms show differently for men and women. Which are you?" This creates a natural bifurcation without feeling like a marketing tactic. 2. Separate VSLs: Based on our discussions, we should develop two 30-minute VSLs - one for men and one for women. The male VSL should focus on productivity, performance, and "becoming the hero" again. The female VSL should focus on visibility, recognition, and relationship enhancement. Both should use Ben's story but emphasize different emotional aspects based on gender. 3. Gender-Specific Test Kit Follow-up: We should develop different insert letters for test kits sent to men versus women. The male version should emphasize challenge and solution, while the female version should focus on alignment and transformation. 4. Separate Email Sequences: We should implement different nurture sequences for men and women, maintaining consistent psychological framing throughout the customer journey. Part 2: High-Impact Visual Communication Strategy We should develop 3D animated explainers to simplify the complex cellular science behind the program. As discussed, most people don't understand cellular biology, but they immediately recognize and believe visual representations. This is especially important for explaining the "Closed Door Syndrome" concept Dr. Pompa uses to describe how cellular inflammation blocks hormone receptors. The animation should clearly show: * How insulin arrives at the cell but cannot connect with receptors due to inflammation * The process of glucose remaining in the bloodstream while cells are starving for energy * The three-phase protocol clearing inflammation and restoring proper cellular function * The transformation of energy production as cellular health improves We should use these animations across multiple touchpoints: * Embed within both male and female VSLs at key explanation points * Use segments as standalone ad creative * Incorporate into educational content for nurture sequences * Include in sales team training to ensure consistent explanation We should ensure the animations maintain gender-specific framing when used in different contexts, focusing on performance implications for men and appearance/energy implications for women. Part 3: Test Kit Show-Up Rate Optimization We should address the gap identified in our sessions where only 80% of test kit purchasers book a consultation call. As the team calculated, increasing this to 90% would generate approximately 1,300 additional consultations annually based on current volume. We should implement a strategic physical insert with each test kit that: * Reinforces the critical nature of the consultation call * Includes testimonials specific to the value of the call itself * Creates urgency for booking within 48 hours * Provides clear next steps with minimal friction The insert language should maintain our gender-specific approach, with male versions emphasizing the challenge/solution framework and female versions focusing on alignment and transformation. Both should include specifically gender-matched testimonials. We should track booking rates weekly after implementation to measure improvement and make refinements as needed. This represents one of the most immediate opportunities for revenue increase with minimal additional cost. Additionally, I think it would also be worthwhile to send a personalized letter from Dr. Pompa via direct mail every 4–6 weeks to people who did not purchase the test kit. This letter should reinforce the importance of early detection, highlight key symptoms of cellular inflammation, and provide a compelling call to action for them to take the Meta Oxy test. Given the high trust associated with physical mail and Dr. Pompa’s authority, this could serve as an effective re-engagement strategy to convert those who initially hesitated. Part 4: Content Distribution Strategy We should implement a multi-platform content strategy that maintains consistent gender segmentation across all channels: For short-form video content across Instagram, TikTok, and YouTube Shorts, we should: * Create separate male and female versions of each core message * Use the 100 problems identified in our sessions as content inspiration * Maintain platform-specific formatting while preserving gender-specific psychological framing * Test different hooks from our sessions for each gender For Twitter/X, which was specifically identified as an untapped opportunity in our sessions, we should: * Focus on reaching the "science-based gym bros" Nick identified * Create educational content on cellular health * Engage with health influencers to expand reach * Position Ben as a thought leader in the cellular health space For email marketing, we should: * Implement completely separate sequences for men and women * Use different storytelling approaches based on gender psychology * Test varying subject lines that appeal to challenge (men) versus alignment (women) * Adjust sending frequency based on gender-specific engagement patterns ________________ Section 2: Immediate Need - VSL For Ben’s Diabetes Offer For a full breakdown of the strategy recommendations and insights gained from our Private Day workshop, please refer to the Summaries Section of this document with Part 4 of the private day. That section provides a comprehensive overview of the psychological segmentation, messaging frameworks, and marketing optimizations we developed to refine and scale this offer. We’ve all agreed that the single most immediate and impactful action we can take right now is launching a VSL for Ben’s diabetes offer. Initially, we considered creating one VSL, but after our Private Day workshop, it became clear that there are two vastly different messaging strategies required for men and women. Given these fundamental differences in how each gender perceives their health challenges, makes decisions, and responds to messaging, I strongly recommend creating two separate VSLs, one tailored to men and one to women. This approach aligns directly with the strategic roadmap that Ron and I outlined and will ensure that the launch of this offer is as successful as possible. As outlined in the Service Agreement, the VSL was priced at an additional $10,500 on top of the Private Day. However, if we move forward with both male and female VSLs, I’m happy to offer a discounted rate of $17,000 for both instead of $21,000. Alternatively, if the decision is to focus on just one gender-specific VSL, we can proceed with that at the original $10,500 rate. Regardless of which direction we choose, I’d like to coordinate with Ben, Seth, Daniel, and Dr. Pompa on the overall marketing strategy for launching this VSL to ensure maximum impact. This includes building a waitlist, running email campaigns, leveraging social media, hosting workshops, and optimizing paid traffic strategies. Having a cohesive launch plan will maximize conversions and ensure this VSL performs at its highest potential. I’m fully ready to execute and bring this to life, whichever direction you choose, we’ll make sure this launch is positioned for maximum impact and success. Let me know how you’d like to proceed, and we’ll get rolling immediately.