Let's Talk Freelance With John Morris | John Morris | Skillshare

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Let's Talk Freelance With John Morris

teacher avatar John Morris, I help freelancers get clients.

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

23 Lessons (14h 41m)
    • 1. Trailer

    • 2. EP5: Upwork Exploitatie - Part 1

    • 3. EP4: Instant Influence Part 1: Vision

    • 4. EP3: The Purple Cow Principle

    • 5. EP2: Pandemic Proof Your Business and Life

    • 6. EP1: How I Fooled Inc. Magazine

    • 7. BONUS: How to Get Started Freelancing

    • 8. BONUS: How to Rank In Google for Key Freelancer Searches

    • 9. BONUS: Package and Price Your Freelance Services

    • 10. BONUS: How to Create a Job-Getting Portfolio

    • 11. BONUS: Finding Passion In Your Freelance Career

    • 12. BONUS: How to Pick a Profitable Freelance Niche

    • 13. BONUS: Build Your Freelance Website With WordPress

    • 14. BONUS: I Just Built Your Freelance Website For You

    • 15. BONUS: How to Estimate the Time and Cost of Projects

    • 16. BONUS: Manage Scope Creep & Pushy Clients

    • 17. BONUS: How to Become a 6-Figure Freelancer

    • 18. BONUS: How to Craft a Winning Proposal

    • 19. BONUS: How to Get Clients In Competitive Markets

    • 20. BONUS: Quitting Your Day Job and Freelancing Full-Time

    • 21. BONUS: How to Create a Profitable Online Course

    • 22. BONUS: The Apostle Principle

    • 23. BONUS: How to Get "Lowball" Clients to Increase Their Budget

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About This Class

This class is all about implementation. Inevitably, as you make your way through relevant courses, you'll reach a point where you get stuck or aren't sure where to start. The most helpful thing you can have, at that moment, is someone who has been through that exact same thing.

Figured it out.

And, can help you get unstuck and moving forward.

That's what this is class is for. It's driven by you and the road-blocks you're facing. Think of it as more of a reference manual than a linear course. Browse the list of lessons and look for the problem you're facing or question you have and watch that lesson.

If you can't find what you're looking for, ask in the Community section.

And, I will (most likely) make a lesson answering your question.

That's my goal with this.

You don't need any prior knowledge. There's no required materials you need to bring with you.

Meet Your Teacher

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John Morris

I help freelancers get clients.


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In October 2018, we updated our review system to improve the way we collect feedback. Below are the reviews written before that update.

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1. Trailer: When I was in the army, we had an institution called the Center for army lessons learned. And they would interview soldiers returning from Iraq and Afghanistan about the techniques, tactics, and procedures that they were using in country. And the point was to continually identify the things that we're working and use them to train soldiers, getting ready to, to play over to Iraq and Afghanistan. Now there's a military instructor. I worked with that information a lot. It drove our training and allowed the army to continually get better at its wartime mission. Well, that's the same basic premise behind Let's talk freelance. The purpose is to capture and share all the strategies, tactics, and techniques I've learned and I'm still learning in my 17 year freelance career from landing your first clients managing projects, building a sustainable business, inner game like confidence, work-life balance, and so on. All the experiences that I've had and what those experiences taught me, passed on to you to help you start and grow your freelance or online business bigger and faster. And the reality of that is those lessons don't always fit neatly into a regimented course. So think of, Let's talk freelance as a weekly podcast out course that gives you big lessons to make dramatic shifts in your business. It's not about whiz bang or that one weird trick or gimmicks that aren't sustainable and put your business at risk. It's about wisdom. It's about insight, deeper trues that change the way you think to help you create shifts in your business that can lead to dramatic increases in results. Now what do my students say? Well, Scott calls it CEO level guidance and vital. A. G says it was way over the top as far as new ideas, resources, and content. Chad says, of course is jam-packed with examples, tips and action steps. And Jan said the class helped him to do important research and narrow down what it was his clients really wanted, which was a big roadblock that he had been struggling with. Stephen calls it a great and inspiring format for Skillshare. And ya here calls it a great class. And I have many more reviews just like this. So if all that interests you and excites you, then this course will be for you. And with that said, let's go ahead and get started. 2. EP5: Upwork Exploitatie - Part 1: John morris here and welcome to episode number 5 of let's talk freelance. This is Upwork exploratory Part 1. So we're going to talk about how to turn the world's largest freelancing platform, which is Upwork into your personal client getting platform. So this is, this is going to be the first in a series of episodes that I'll be doing for this, Let's talk freelance course that are all about Upwork. And today's episode is really going to be all about strategy. We're going to be digging deep into up orcs algorithm and specifically how to exploit it because there are loopholes that exist that you can to this day still exploit. So we're going to be talking about how to do that. That's especially true if you're new to Upwork or you have an existing profile that never really took off. I've seen it work for both people who are absolutely brand new and then also people who have had essentially dead profiles. They've been able to revive them. So we're going to talk about, I'm going to show you what to do. And then however it works for your situation that that's really up to you. And like I said, I've seen this helped people hit the ground running and even resurrect virtually dead profiles and even help people who are successful on Upwork. I'll show you an example of that. People who are already successful having a lot of getting a lot of clients and again, having a lot of success helped them to squeeze even more out of the platform, which is their words, not mine. And the thing about it, the reason why this is important is because Upwork is a real opportunity. No, It's alluring because there's so much work that goes through there on a daily basis that's available to you as a freelancer? The last time I looked, it was over 8 thousand projects and over $2 million per day that goes through there every single day. So that's a lot of opportunity, That's a lot of potential for you to take advantage of. And if you can figure this system out when, but the algorithm sort of starts to point in your favor. It really can take off for you. So again, it's, it's, it's a worthwhile endeavor here. So it makes sense that a lot of people want a piece of that. It makes sense that a lot of people tend to focus on Upwork and look at Upwork because there's just so much opportunity. And that's especially true when you consider that the people that are there, the clients that are there, they're there to buy. That's the only reason for them to really be on Upwork. There's not a lot else to do for them except hire someone for their projects. So There's not a lot of of, of pre-work or there's not a lot of beating around the bush that you have to worry about on Upwork. It's right to the point they're there to buy, they're there to hire somebody. And so again, if you can kind of figure out how it works, how to set up your profile, how to bid in the right way. There's just a ton of opportunity there for you. So it says direct access to a whole gaggles of ready to hire clients as you're going to get. And of course, there are other platforms that do this exact same thing and I would say this exact same thing about them. A lot of these things are true for them, except for Upwork is by far the largest one out there. So there's just a lot more work, a lot more opportunity there for most people. Now, all of that, everything I just said is why it's a real opportunity. It's one of its biggest strengths. It's also part of the biggest problem with Upwork is that lots of freelancers want a piece of that action. There's tons of other people for you to compete with millions of freelancers. In fact, and so it's hypercompetitive. Now every project that you might bid on is going to be inundated with other proposals of other freelancers wanting those jobs. And so you have to go into it, ready to compete. You can't go into it just thinking, Oh, I'm just going to go in there and half put up my profile and just kind of phone it in. And think that you're going to be able to compete with people who've literally spent days, weeks, months, read a ton of blog posts, taken courses, all of these things to figure out, Upwork. If you just go in there and throw up or profile, you're not likely to be able to compete in that environment because it's hyper competitive. So you can't just show up and start getting clients you have to compete. Now, this is made even harder if you're brand new to the platform. Because if you're brand new to the platform, Upwork uses a ratings and review system that helps clients to find the breast freelancer for their job. That's their stated goal, help clients find the best freelancer for their job. And that upward, that rating and review system is how Upwork does it. That's the algorithm in a way. So much of the hiring that happens is based on that CISM Upwork is very algorithm driven. And so when you're brand new, you don't have any ratings and reviews. You don't have any of these things that are central to the system. There's nothing for you to prove to a client that you can deliver on their project or to Upwork and its algorithm that you are a good freelancer and can deliver on projects. And so the question in all of this, if you're a new freelancer, you're someone who's had trouble struggling on there or you've had success in you want to get even more out of it, is how, how do you compete? How do you compete in that environment with these things stacked against you? Is it even possible? And if so, what do you do? Those are the, those are the main questions here. And so that sort of leads into my own personal experience with Upwork. And when I first started on the platform. I struggled like most people do. A lot of people when they first get on the platform, Do what I said. They sort of phone it in. They don't really understand how it works. They think they're just going to show up and get clients. And so they struggle when they first get on the platform and I was no different, I went through that exact same thing. So I built my profile. I sent out a bunch of profile proposals and nothing. I didn't even get a response from the proposals that I sent out. They were probably that bad. And so I did like most people do, I walked away kinda with that mentality vol, this is a scam. I'm not whatever they're just trying to get people on the platform Like that whole negative mentality that you've probably seen out there from time to time. That's really exactly what I did. But I also couldn't let it go because I knew what an opportunity it was. And at that time there wasn't a lot of other opportunities like this. The industry has opened up a little bit since then. And I would say that there's some other platforms, fiber in particular and some others that, you know, you can, you can work your way into. But at that time this was sort of the really dominant platform. There wasn't necessarily a ton of other really good options out there. And I'd also seen others, you don't people, the people who do YouTube videos and they, they write their blog posts and this and that. I've seen people who'd had success and you could go on there. I had a client account. You'd go on there and see other freelancers who do your earned 40 fifty hundred, two hundred, three hundred K off of the platform. So I'd seen others who had success and what kept going through my mind is what were they doing that I wasn't how did they get started? How did they get to this point? I've always been had a very skills-based mindset. I don't think in terms of if something bad happens to me that I'm cursed or, or any of those sort of, you know, overtly dramatic ways of thinking about things. That's not really how I've ever thought about things. It's always been a skill based mindset. I think that really comes from playing sports when I was a kid. There. They're very much is that sort of approach to it that you can learn how to do anything. You just have to develop the skills to do it. And so I kept wondering, what skills do they have, what knowledge they have, what do they know that I don't. And so I started researching. I read everything that I could on Upwork how its algorithm worked, and so on. Just trying to fill my head with as much information as possible to sort of crack this nut to figure out Upwork so that I could take advantage of it like so many others were. And one day I came across a couple of blog posts. Those blog posts of now since been deleted. This was back when Upwork was, there was sort of the freelance site wars going on. And now the Upwork was trying to prove how superior their algorithm was. And so these posts in general laid out how their algorithm worked and why it was superior to their competitors at the time. And for me, it was like a gold mine. And they were trying to show why they're algorithm has superior for me, it was, oh my gosh, this is like goldmine for this goal information. For me to figure out what, how this thing actually works and what I need to do. And it made very clear to me what I was missing and what I was doing wrong. And some of the things that I needed to do in order to have success though those blog posts again, now they've, they've deleted them because they, they, they sort of realized that their algorithm, it's kinda this proprietary trade secret type thing. And so they don't want that information out there because the people who have access to it really kinda do have an advantage over people who don't. And so those blog posts had been taken, taken down. They were overly complicated or complex or anything like that. So it's not something that is easily forgotten or anything like that. Just if you don't know it. If you don't know it and you don't necessarily understand the platform. And so again, it, it sort of just changed my whole perspective on Upwork. I changed up my profile. I altered my bidding strategy and I sort of went back at a pork. And this is what happened. Within just a few days after I changed everything and started bidding differently, I landed my very first job, which was for $2191.78. And then I landed another one like that and another and another and another. And you can sort of see here how it went. And within about three months, I had made over $14 thousand. So I went from not getting any response at all to not only getting a response, but getting hired, getting hired for fairly decent sized projects. And like I said, earning over $14 thousand within the first three months starting really from scratch. I didn't have any I didn't have any previous client work that is bringing onto the platform and forms in the form of reviews or testimonials or or anything like that. I didn't really have I had some sites I had built either for free or for myself that I was able to put on there in terms of the portfolio, but I really didn't have anything. Significant that I was able to put on there for clients. I was really starting completely from scratch. And then of course, since then, I've went on to create an upward course that really just outlined what I did and it just outlined what I figured out and what I learned from those Posten in the time since having actually implemented it and worked with other people and so forth. And thousands of workers have, have taken that course. Many have had success and they've taken the time to tell me about it. You can see a few of those here. So Stephanie, I started of course three days ago. Within a few days, got the rising talent badge. Me world took this course five days ago and create an Upwork profile and a $200 jobs right off the bat. Just then was invited to was in got an invitation from talent specialists over on Upwork, had a bunch of interviews that came in. Db injury, landed a few, looks like $7,500 jobs. I've got three jobs within the first week, et cetera. And all of this is really about is getting that those first couple of jobs and maybe a $100 job, or they may be a seventy-five dollar job or they may be like me where there are $2 thousand job. It's really just about getting the ball rolling on Upwork because now you start to build that job history and you can get things going. But in the time since that I originally created that course, I've learned a bunch more about the platform. And so I wanted to come back and I wanted to update the information. It's not because anything in that course is necessarily wrong or outdated. That's one of the things that was up org is they really are kind of stuck because of their business model. They can't make too many sort of fundamental or big changes to the platform. And how the algorithm works. They've certainly added new features. And they've changed things a little bit. But they can't make like core fundamental changes because of their business model that's tied to their business model. That'll become more clear as we go through this. And so, you know, everything that I teach in that course and about Upwork is really about cutting through all of the other nonsense and getting to the core, understanding the fundamentals of how the algorithm works. When you get that, then you can create your profile bit in a way where ten years from now it's still going to be effective. It's still going to be the correct information because they can't change it until they change their business model. That can't really change their algorithm. And I really don't see them change their business model at this point. So what it really is about is I've just gone a lot deeper with it. And I feel like I can provide more clarity, more nuanced, and more specificity to what you need to do to understand those fundamentals and be able to get what you're after out of Upwork, which I can believe to help you, help you have even more success. And this really came up because I recently got this e-mail from a student of mine. And it just kinda made me realize how much more I could provide even to very experienced workers. So this was from a Walter and he said, I did your upward course and I'm getting amazing results. No, I'm not a beginner and was insanely successful in Upwork already. But you've given me some extra juice and we sort of went back and forth. And it really wasn't about him getting started or anything like that, is really just about him understanding things that allowed him to be even more effective and get even more results. And so it just sort of made me realize that I have a lot more value to give even to people who are really experienced on the platform. So that's sort of why I decided to kinda come back and do this series on Upwork. So I'm going to be going through in this series the updated that updated Upwork information and hopefully help you to get started if you're new and have even more success if you're established. Or maybe more likely for some of you convince you to jump back into Upwork like I did all those years ago. If you've tried to end, you couldn't find success to be one of those people who's able to resurrect a dead profile. And so in that vein then I want to start with the most important thing to understand about Upwork. And that is the client perspective. This is, this is sort of a thought experiment in my mind that makes it most clear that really get yourself inside that client perspective. So start by imagining your client and you go over on Upwork. And if you can, actually, I would recommend you get a client account and go over there and actually do some of this. So you can see it real life, real time from the client perspective. But for this, for this thought experiment, imagine you're the client, you hop on Upwork. And let's say you run a search to find a freelancer. And let's just say that you type in WordPress developer over in Upwork search to find you a freelancer who can help you with your project. And let's imagine that you find to freelancers that you like. And you were able to look at them and compare their profiles side-by-side, comparing them line for line. And let's say that on those two profiles, the title, the profile overview, the portfolio, all the information that was there on the profile. There were virtually the same, use, a little bit different wording and so forth, but they basically said the same thing. There are WordPress developer they can do plugging into steams this, that the other sort of the same information that you're going to find there, except for one big glaring difference. The profile on the left was packed with ratings and reviews. There's a really high job success score. There's a bunch of five-star ratings. Clients we're aiming up and down about how great they are. And then the profile on the right had nothing. No ratings, no reviews, nothing because that person was brand new to the site. If you were looking at those two profiles, who would you hire? I think it's important you stop and think about that for a minute. A lot of people might try and justify why they, you might try and higher than the new person. But the reality is if you were actually the client and you were in that situation and you were looking at those two profiles, no doubt that you would be more likely to hire or at least give the person who had the more ratings and reviews the first shot at it. Now they may come back and say something you don't like in the messaging and that may cause you to, but you're gonna give the first shot to the person that's proven that they can deliver for you, all else being equal, that's what you're gonna do. So not even that the other person with no experience, no readings, no reviews is bad. They don't have bad reviews. They don't have a bunch of negative marks. They just don't have anything. It's more the unknown, the fear of the unknown. People don't know anything about you when you're brand new. And so they're ultimately the bigger question mark. And so again, everything else being equal, and I want to highlight that everything else being equal because part of what we're going to talk about is making it so that everything else is not equal. That's part of the answer here, but everything else being equal, the client's going to go with the safer, safer bet. And that's essentially the scenario that you face as a new freelancer on Upwork. You are that new profile with no job history, no ratings and reviews. And you can't really blame the clients because if you were in their shoes More More often than not, you would do the exact same thing that they're doing. So it makes sense why it happens. And the ultimate thing that I'm driving to is you have to ask yourself, in that situation then if I would do the same thing as them, what can I do to get the clients to take a chance on me as the, as the freelancer. And that's really the core of the strategy I teach. It's about getting them to take that chance. It's about what you do to get them to take a chance on you. What I figured out after reading those blog posts, It's what I've taught thousands of other up workers who've had success. And it all sort of goes back to Upwork, stated goal for their platform, which is what I said, to connect clients with the best freelancers for their job. And the trick and that is the for their job part. And that's because everybody else focuses on the best freelancer part. That's where they put their attention on and long-term, that is what's going to matter. So they look at things like job success score, ratings, reviews, job history. All of that is what I refer to and what Upwork actually used to refer to. This as a little insight into what was in those blog posts. But all that is what I call Rank. And it's how Upwork ranks or rates you as a freelancer, based on client feedback, based on ratings, reviews, that sort of thing. But that rank is relative. Now we don't actually know exactly how Upwork scores freelancers, right? We don't know that because they don't detail everything that goes in there algorithm. It's a lot like Google. They're not going to tell you exactly how it works because then a bunch of people will just go in and gaming. But for argument's sake, let's say that you score at 95 out of a 100 rating as a web developer. So when Upwork looks at you, if you think of like the Madden games or the NCAA football games, if you've ever played, those are the basketball games where they give a player a rating out of a 100. Let me imagine it's the same idea here. And so you have a 95 rating as a web developer. Well, that's great. But that's means almost nothing for someone who needs a transcriptionists. And the basic ideas about that is your rating as a transcription is might be 0 because it's not what you do. So Relevance also plays a part in this, again, some insight into what I read in those blog posts. So how relevant your skill set is to the client's project or in this particular case, their search term because Upwork will do both search and suggestion, so can go on and search for a freelancer. But also after they post their job, they're going to see a listing of suggested freelancers. And so, and those things may show up in different parts throughout the site as it evolves and listen that I don't want to get into too much detail because it's really irrelevant to, to, to understand the core of how the algorithm works. But relevance is a key part of who shows up in those lists because. If you're a 95 as a web developer, but I need a transcriptionists. I don't want to see you. I want to see transcriptionists. So there has to be an element of relevance to this. The thing is, is, this is where New Yorkers can turn what is their disadvantage into a sort of advantage. Now, to understand how to do that, we need to sort of take a little bit of a detour because the thing about all of this that I've covered so far, Upwork actually doesn't know all of this. They know new freelancers are at a disadvantage. They know new freelancers don't have rank. They don't have ratings add-on for groups that don't have job history. They, they know all of these things. So they've developed a really sophisticated algorithm and a method for dealing with it. Just going back to the relevance for a second, it was a simple example to say if I want to transcriptionists, I don't want to see web developers, but it's a lot more detailed than that. If I'm in the WordPress space and I want a WordPress theme. I don't necessarily want to see people whose profile is all about creating plugins. I don't need a plug-in developer. I need a theme developer. So the algorithm in that sense, it's a lot more sophisticated than what people realize and we're gonna get into that. And all of that is because Upwork knows all of this stuff that I'm talking about at this point and it knows new freelancers are at a disadvantage. And so they tried to do things to make up for it. Now the question is, why? Because under understand how to exploit these loopholes, need to know why Upwork would try and make up for it. Why does Upwork care? Why do they care about new freelancers? And the answer is, the new freelancers are the lifeblood of their business. New free that it's not just, oh, we need new freelancers, like just this vague thing of all, we need freelancers in new freelancers into our business to keep it fresh or whatever people say out there does not what it is. It's a very specific strategy and it's critical to Upwork growth. And that's not just me saying it. So this is a quote from Bonnie Sherman who is she doesn't work at Upwork anymore, but at the time she was a former VP at Upwork and she was speaking at a conference. And this is what she said. In the beginning, we differentiated ourselves with a time tracking feature and Freelancer guarantee. So again, we differentiated ourselves, we set ourselves apart from the other platforms that are out there. This is how we compete. They, they use corpse speak, but ultimately this is their competitive strategy. So at first it was their time tracking, time tracking, but she says, as you grow your marketplace, if you manage your supply and demand well. So supply and demand, in this case is the supply would be the freelancers and the demand would be the customers. Customers are paying. They have the demand or the clients they have the demand. Now you need the supply of freelancers to fill that demand. So if you manage your supply and demand well, you have the network effect, which you may have heard of in reference to Facebook. The basic idea behind network effect is that when you get on Facebook and you start adding all your friends, it becomes really difficult for you to completely move to another platform and leave Facebook. Because now in order for, let's say you go to Twitter and order for Twitter to be useful, you need to bring all of your friends with you or you need to make new friends. There's pain that goes along with moving between platforms once you reach a certain level of integration into the platform. So she's saying If you manage the supply and demand well, you have this kind of network effect, which makes your marketplace hard to display. So it's the same idea behind what happens with Facebook. It makes it hard for clients to want to go somewhere else. And it makes heart makes it hard for other networks to compete with you, other freelance platforms to compete with you. Because as upward grows, we gain a wide breadth of skills covering even those that are hard to find elsewhere. Now let's subtle. But essentially what she's saying is that as the platform grows and adds new freelancers, they have freelancers with skills the other platforms don't have. And so clients have to come to Upwork as a platform. They want to go to a platform to find those people. And now they hire someone that, you know, they, they start to get rolling on Upwork and they keep finding the people they need on that platform. And they ultimately end up staying at Upwork because they're finding that their needs are being met. They're finding all the skills that they need and they're having good success working with freelancers and so forth. And on the flip side, freelancers come to Upwork because all the clients are there. And so they, they they stay there because they're getting hired and so forth. And so it's this network effect that sort of snowballs. And it's all driven. The key point here is it's all driven by having freelancers that have skills that are on other platforms. So new freelancers are sort of the linchpin of upwards grow strategy, of its competitive strategy. And that's essentially why they care so much about new freelancers. It's how they can be and grow their business by continually attracting new freelancers with new skills. So it's really critical to their business is not some. Nice to have wished, wish it happened. It's essential to the growth and success of their platform. And they know it. This is the VP, former VP talking about it. They know it. So it's critical, but it's hard to do if all those new freelancers aren't able to compete on the platform because they don't have ratings and reviews and so forth. And they're constantly having to fight with people who do for jobs. So Upwork has a problem. They have this core competitive strategy that relies on new freelancers. They have an algorithm that isn't all that friendly to new freelancers. And so it gets a, it gets a little bit difficult for them to manage. They have to do something about it. Plus, it's very hard to evaluate new freelancers because you don't know anything about them. They haven't done any work on your platform. So you don't know if they're any good. You don't know if they're gonna make clients happy. And so again, Upwork knows all of this and the question is, how did they resolve it? And so that's, that's really the crux of what I want to get into. And to do that, we want to consider these two posts from an Upwork staff member names for Valeria k, at least on the on the community forums. That's what she's called. I'm going to read through these because I think it's important for you to hear all this. So she says, we value the reputation built by freelancers who have been on the platform for a long time. So we value that reputation. They do show prominently in search when their skills and work history match the requirements of clients who are searching. So we are going to take care of existing established freelancers. However, professionals who recently started their Upwork careers and have shown great results will be given a chance and access to good opportunities as well. Okay, so that's the first one. Next one is from John Kay. He's quoting Valeria. And she says, I would like to note that search results will vary depending on who searches and the time of search. That way we want to make sure that every professional gets a chance to be discovered and every client finds what they're looking for. Okay, so those two quotes from Valeria both speak to how they're dealing with new freelancers and freelancers that have yet to be discovered now these were several years back and again, these have since been deleted, but they give us insight into how Upwork thinks. And Upwork, by the way, has a habit of doing this. They delete those blog posts, they've delete forums, that's anything that reveals too much about their algorithm. They tend to go back and delete and these very much do. But here are the relevant quotes. We want to make sure that every professional gets a chance to be discovered. And professionals who recently started their upward career and have shown great results will be given a chance in search and suggestion listings. So the whole point of this is Upwork surgeon suggestion listings are not a top-down rank of freelancers. If you search for WordPress developer, it's not the absolute best in the first spot and the second best and the second and the third, fourth, fifth on down the list. It is not a top-down rank of freelancers. They are rotated and they will specificly include an insert. New freelancers don't have job histories, who don't have this, all these ratings and reviews, they'll include them in those those listings. They might put them number one in the listing or they might put them number three or five. They'll put them on that first page when someone does a search or they'll include them in that listing. When someone submits a job towards the top in order to help them out. Because they know that nu for new freelancers have a hard time. They know they have to help new freelancers, so they're going to give them a boost. They're gonna give them a little help and ultimately try to figure them out more than anything. Now, if you have a client account and you do a search for a freelancer, it's obvious if you do different searches throughout the different times of the day or different days, you're going to see it's always different. It's never the same. There's the results are always rotated. Now, the more established you are, the better work you do, then you're going to tend to be towards the top more, right? You know, you might you might show up on the first page 70 percent of searches, whereas someone who's brand new might get in for 10 percent of searches. So over time you're going to show up more and more and more. But they're not a 100 percent top-down. The same people rank. It's not like Google wherever we were. Once you get a ranking, you sort of tend to stay there for awhile. That's not how it works. It's rotated. And again, Upwork those brand new accounts into those listings all the time because they have to they have to. Otherwise new freelancers With have no shot. And Upwork, ultimately Upwork would suffer. Their growth strategy would suffer because new freelancers come on. They get no work and they leave, they'd go somewhere else. And they go to the Upwork competition. So again, Upwork has to help them and that's really the key. It's really the key to this whole thing is that time period when you first get on the platform and Upwork is testing new, they're trying to figure out, figure you out, trying to figure out what you do and can get hired for Ru, any good, et cetera. What are the thing? How can they, what can they do? Who can they put you in front of for you to actually get hired for you actually deliver, et cetera, or you just, nobody's going to hire. You don't have a skill set people want and you don't do good work and people hire, you, get bad reviews, et cetera. They're trying to figure you out and test you. And so if you can perform in that testing period, then Upwork will start to show you to more and more clients. And that's when things can really sort of take off for you. But if you don't perform, that Upwork is essentially going to dead your profile and you're not going to show up in front of anybody. And oftentimes now, they'll even boot you from the platform. I get people who will message me from time to time say they were kicked off of Upwork because they didn't they didn't get hired for any jobs. So Upwork tries to really curate and keep their platform clean. And 7 haven't, you know, millions of dead profiles. They'll just delete the profiles if you're not getting work. So again, it's really that crucial time period and that's, that's the thing that I figured out. That's the thing that those blog posts taught me, is going all the way back to the beginning and how to use relevance to wedge your way into AP works good graces. During that testing phase. Relevance is the key to this whole thing. And that's why my profile took off and I suddenly started getting all the clients. I'm like I said, mean like $14,000.3 months. And and all of that, That's an all of the students that have had success from what I've taught them. That's why, because they figured out how to master that testing phase and pass the tests that Upwork is going to give you. Now, last thing before we get to the pay off on all of this in that testing phase. One thing to keep in mind, it's not just about getting hired and getting reviews and ratings. A lot of people tend to focus there. They tend to immediately go to getting hired and doing good work. Well, I'm a good freelancer. I know I can deliver, et cetera. It's not just about that. Upwork is going to test you on three key things. Click-through rate, higher rate, and satisfaction rate. And so I wanna go through those real briefly. So Upwork is going to put your profile, as I said, in front of potential clients. And as I said, they rotate their search and suggestion results and they will put you up at the third position on the first page. When someone does a search, the very first thing that they're going to look at and test you on is if people even click to look at your profile. And so again, it's why getting a client account and doing a search for the terms that you want to show up for and looking at the other profiles to see who you're competing against. I don't think you should go in and copy those people. A lot of people will tell you that there's, there's some problems with doing that because a lot of those people actually just got lucky. They got on the platform long time ago. And that's why they rank as high as they do the profiles really not all that good. Maybe they're being rotated from Upwork algorithm and they're actually really ranked around page 10 and their profile is not all that good. You don't really know. Okay, So it can be a bit of a, can be a bit misleading to just go over that all, I'm going to copy these people. But again, the very first thing that they're going to look at is your click-through rate to people, even click through to, to view your profile. If they don't, then you can't get hired. You can't do good work, you can't do anything if they're not clicking on your profile. So you have to pass that test first. Because again, it doesn't matter how good you are, how great your profile as if no one clicks on it in the first place. The next thing that they're going to look at is your higher rate. When people do click through and look at your profile, how often do they end up hiring you? Again, if your profile can't get you hired, then it's no good to Upwork because you're not getting hired, you're not earning the money. Clients aren't happy, et cetera. So you have to have a profile that gets clicked on. When it is clicked on, you have to have a profile that get you hired. And then finally, they're going to track the satisfaction rate when people hire you. Are they happy? Do they leave positive reviews, et cetera, et cetera? So you have to pass all three of those tests in order to be in upwards good graces in order to satisfy its algorithm and what it is looking for it. So you need a profile that entices people to click. When they do click, it gets you hired. And then it also sets you up structurally to be able to make clients super happy when they work with you. Because you're not doing a bunch of Random jobs that you may not be well suited for and you're just taking any work you can get. Okay. You're, you're structurally set up to be successful. And like I said, the key again to all of that, to passing all three tests. And getting through this phase is Relevance. Relevance is the key to it all. So we can sort of dig into that now. So let's go back to our thought experiment that we did at the beginning. Again, imagine you're the client, and this time let's say that you're looking for someone to speed up your WordPress website. That's actually what you need a WordPress developer for. So earlier when you search WordPress developer, the reason you were searching for WordPress developer was actually you wanted someone to speed up website. And so this time you search for WordPress speed optimization. And by the way, it's been awhile since I looked. But there are quite a few projects over their clients looking for that kind of thing. So I didn't just make up some random term here. There's actually a little bit of a market over on Upwork for WordPress speed optimization. So this is a real example, but let's say you use search for WordPress speed on optimization. And let's say again fine to profiles that you want to look at and you're looking at them side-by-side. And, you know, you have the one with the extensive job history and reviews and you have the brand new one that has been thrown in there to test the situation that you're probably going to be bn. And so you're looking at these two profiles side beside. Now, before I give you the answer on this, if you're that client doing that search and you're looking at those two profiles. One was extensive job history, one that has nothing because it's brand new. Just try to think. What would make you click on one of those in the search results? What would make you take a shot and higher that newer freelancer that doesn't have all the job history and so forth. What would what would make them stand out to you? What would what would convince you to give them a shot? I think it's important because the idea is that you come up with are now you're, you're you're thinking you're asking the right question. And 90 percent of the battle is just asking the right question. And the ideas that you come up with, the answers that you come up with will probably be some pretty good ideas for helping your profile stand out beyond what I'm going to show you. I'm going to show you the foundational thing. But that's the question you should be asking yourself. If I were the client, how we're looking at those two profiles, what would make me hire me? What would they have to be said for me to take a shot. Okay. So and write those things down. Now, let me sort of give you the answer. And again, not surprising, the answer is relevance. So what do I mean by that? Well, as you're looking at those two profiles, again, imagine one of them is a more general sort of WordPress developer like you might see over there. And yeah, they have a lot of ratings and reviews. They have a high job success score, all of that. But their profile only briefly mentions speed optimization, or it doesn't even mention it at all. Maybe it doesn't even have it on there. If you were the client, what's the thought that would immediately run through your head? Even though they have all the ratings and reviews, even though they look like they know what they're doing when it comes to WordPress. What's they immediately, immediate thoughts that you would have would be least seem really good, but can they do what I need? And I have an example of this that happened with me a few years back with my wife. She asked me to run to the store and get her some contact solution for her her contacts. And so I went to the store. I assumed as I was going there, it was going to be obvious. Now, if you have contacts, you may know what I mean, maybe chuckling because you may know what I'm where I'm going with this, but I assumed it would be obvious. 3. EP4: Instant Influence Part 1: Vision: Hey John Morris here and welcome back to another episode of, Let's Talk freelance. There's going to be instant influence Part 1, how the world's most infamous speakers motivated, motivated millions to their cause. And we're going to be talking through some non marketing examples on that. I'm going to show you how to then apply those marketing to business to help you get more clients, to have more impact with the client you do work with you could use in your personal relationships, dating, et cetera, influences really the substrate upon which our interdependence society works. So it's a very valuable tool, valuable skill to learn. And we're going to be talking about one principle of influence today called Vision. So on August 28th, 1963, Martin Luther King Junior gave his famous I Have a Dream speech, which ignited a movement that's still running strong today, 58 years later, nearly 34 years later, Marshall Applewhite, the leader of the hells gate or Heaven's Gate cult, convinced 39 members of that coal to ingest poison in order to ascend to the next level of human evolution. Something that we look back on now and it sounds crazy, but he was able to convince 39 people in his Colt to do that. As you know, Adolf Hitler was able to inspire an entire nation distinction and participate in genocide. And Mahatma Gandhi on the other side, inspired a nation to pursue and ultimately achieve its independence from colonial rule. So what do all these people, what do all these sort of famous people or infamous people from history have in common? Well, they used vision to attract, inspire, and influence others. And that's what we're going to cover here in this episode of Let's Talk freelance, we're going to be covering vision and how to create it, and then how to use it to motivate others. Now, a real big caveat before we get into this, some of the examples and I'm going to use here and I've already used are nefarious. They're not positive examples and negative examples. There are people using vision for evil purposes, but the principle itself is agnostic. It doesn't, it doesn't really care or know how you're going to use it sort of like nuclear power. It can be used for good or it can be used for evil. It can be used in a bomb to decimate the population, or it can be used to power a million homes. So I obviously do not condone or encourage its use for nefarious purposes, but I think I'd be remiss not to talk about some of these examples where people have used it even in evil ways to influence millions and millions and millions of people. And my mindset is I always try to learn from everything, even things that I find despicable, even things that, you know, I don't agree with, whatever I always tried to learn from everything. So again, me talking about certain examples in here is certainly not me condoning the things that happen there. Okay. So the other thing here is this is an excerpt of my upcoming book and online course which will be called instant influence. And in that I'm going to be 0. I cover 18 principles like this one. So this is one of 18 to help you generate instant influence, whether that's online, it's in-person, and every part of your life, business relationships and friendships. As I said, it's sort of the matrix code influences the matrix code. When you live in an interdependent society, when your survival is literally dependent on other people, you, there's people that, that stock the grocery store, that you go buy groceries at. People that bring the gas, ship the gas to the gas station. They could they create it, they ship it to the gas station where you fill up with gas, the energy that lights your home. We all live in an interdependent society where we're not dependent on one another necessarily, but we all help each other in a way to survive in that sort of environment, influence the ability to influence those other people, is really, again like the matrix code. It's the substrate upon which success and the ability to get the things you want out of life rests. And put simply. Vision may be the most effective form of influence when done correctly because division properly constructed can cut straight to someone's soul and trigger deep emotions in them that they'd otherwise suppress or ignore. Just like the examples that I mentioned to begin this. So it can cut through all the noise that's out there online. All the people that you might be competing with, all the people that are out there trying, vying for the attention of your prospects. All the J. Dennis, all the skepticism, all of that stuff can really be cut through with a vision properly constructed. And so that's what I want to give you. In this episode. We're going to go deep into this. So in a certain sense, you can't really influence a person into taking an action until they see the vision for why and how, et cetera. Now, sometimes. We'll create that vision for themselves. But as an influencer, you can't really rely on that. You must construct and communicate it for them. You must give them the vision or trigger the vision for them, instead of hoping that they'll create it on their own. Now, my favorite example of this is a strange one is so unum opera wall, the TV series Man Hunt, which is about the Unabomber anyway, it's not actually, the example is not actually the umami himself. It's a, it's a character in that show. It's one of the FBI agents. Now, that might seem strange, but it's really one of the more powerful examples of using vision to influence others that I've seen. So I want to, I want to set this up. There's a scene in the final episode where james Fitzgerald, who's the FBI agent who caught Ted Kaczynski, Ted Kaczynski, the Unabomber, Jane Fitzgerald, in real life, the real for James fits your health, is the one who, who was able to catch Kaczynski. And they're in this big there, in this big warehouse, in this one of these final scenes of, of the season and fits Joe does trying to convince him to Kaczynski to bleed guilty. They wanted them to plead guilty because they didn't want him going up on the stand and reciting all of his beliefs and making a big show out of the trial. And so they brought in Fitzgerald, who was the guy that had caught him to try and convince him because he understood Kaczynski better than anybody else. So he's trying to get Kaczynski to plead guilty. And Fitzgerald knows that take his Minsky abhors the thought of living sort of your typical suburban, you know, nine to five job type life. His whole philosophy was that industrial society was killing the human race. In fact, his manifesto starts off with, the industrial society has been a disaster for the human race. Something along those lines I'm paraphrasing, but his whole philosophy was built on the idea that industrial society was killing the human race and that was the source of all depression, addiction, and human suffering in the world. And Fitzgerald knew that and Kaczynski believed that we needed to revert back to a more primitive lifestyle where we provided for our own survival directly. Hunting, gardening, living small, really shoeing, all forms of technology. And he was really serious about he met pretty much all forms of technology and he had lived that way for several decades himself. He lived in a cabin in Montana. There was no running water, there was no electricity. All he had was really primitive tools like an ax and a hammer. He would go out and he would hunt his own food. He had a garden where he would do gardening. He lived the way that he thought that the human race should live in order to be more happy. And again, if you get a chance, I know this might not be for everybody, but if you get a chance, I would recommend you read his manifesto. You can just Google Unabomber Manifesto. The manifesto itself is actually, it's more just, he was an intellectual, it's an intellectual exercise. There wasn't anything in there necessarily nefarious about killing people or anything crazy like that. You know, he obviously did the het. So there was something there, but the manifesto itself doesn't really go into that. It's more just an intellect, if anything, it's more boring than it is anything else because it's like reading a scientific paper almost. So anyway, if you're up for it, I would recommend giving it a read to, to understand a little bit better about this and why what Fitzgerald does work so well. So anyway, he had lived like this for several decades himself. And he really believed it. It was a deeply held belief. And that was why he started mailing as bombs is because he felt so passionately about it. And he was trying to get people's attention according to him. So it was really about it really got to the very foundation of who he was as a person. This wasn't just some idea he had, he felt it in his soul essentially. And Fitzgerald knew that Fitzgerald himself had gone through a little after interacting with Kaczynski, Fitzgerald essentially felt like Kaczynski had a point. And he went and lived off the grid for a time being trying to figure out what he wanted to do with his life. And so if it's judges really understood him, really knew him and sympathize with him really in a lot of ways. So in this scene in the TV show towards the end, again, Fitzgerald disguise, trying to cut, convince consists Kaczynski to plead guilty. So here's what he says. He says, and again, these are his words, these are not mine, so I'm gonna say it how he said it. This doesn't necessarily represent my beliefs, but I want to give it to you how it was set. So this is what Fitzgerald said to convince me to try and convince him to plead guilty. He said, You think death, this is worst thing that they can do to you. They won't even give you that because we don't execute the crazies slowly, you will be adjusted pills, electroshock. Electroshock therapy, threat, punishment, reward, until finally you're cured. It might take years, but it's going to happen. You will be normal and you'll rejoin society. You'll get a credit card and an apartment, business casual wardrobe, y'know, some of those tops with penguins on them. You get a job behind a desk where your work obediently nine to five, your face. First paycheck, you'll get a cell phone. Next one, you'll get a TV. You know, if you splurge, you can get yourself on a window and every night you'll fall asleep watching that TV. And every night you're gonna go everyday. You're gonna go to the mall. You're going to walk around Circuit City. You're going to look at the big screen TVs and think, shouldn't get myself a 20 inch or should I keep saving up for the 27 inch? Add on all? And as you're thinking about this sipping on your orange julius, someone is going to recognize you and say, once you that Unabomber guy, the guy that wrote all that stuff and code all of those people. And you'll go, Yeah, that was me but I was very sick, but I got help and I'm much, much better now. Thank you. And then you're going to go back to watching your TVs and you won't even remember that you wanted anything more than this. Seated. You predicted all this in your manifesto. Many tame and conformance type seem to have a powerful need to depict the enemy of society as sick so as to delegitimize they're valid complaints against society. This cabin used to be a symbol of moral courage. And now they're going to just point to it and say, You've gotta be insane to live this way. I know you're not crazy. Every time I stopped at a red light or I follow the arrows and ikea, or I sit and I wait and I listened for the modem, the dial up. I can see the systems that are controlling our lives and I feel my freedom being hemmed in and I hate it. What you have to say about the world, it matters to the future. And so that was what Fitzgerald said to Kaczynski in this TV show. Is that actually what he said? Probably not, but the scene in the movie is really compelling. It's on Netflix. By the way, if you haven't seen it, it's really worth watching. But Fitzgerald was that Kaczynski if Kaczynski didn't plead guilty, his lawyers were going to pursue it in Santa, you'd fence and undermine everything that he wrote. But if Kaczynski simply pled guilty, they wouldn't need that defense and his ideas would stand. So he was really trying to get at the heart of what Kaczynski stood for. Because the thing that mattered to Kaczynski the most was his ideas. And those ideas, That's why was the whole point why he started sending the moms because he was trying to get attention for his ideas. He had talked and written about it for a, for a while and had never really got anybody to pay attention to him. And so it wasn't until he started sending the bombs that people started paying attention. And so now Fitzgerald is not trying to make him not care about his ideas. He's not trying to, as Aristotle would say, he's not trying to change his core elements. He's not trying to change what he values. He's not trying to change what he believes. He's understanding what those things are. And he's painting a different picture. He's painting a picture of how Kaczynski can get what he really wants by doing, what Fitzgerald wants him to do, and how if he doesn't, he's actually going to lose what it is that he really wants, which is for his ideas to be taken seriously and understood. So at that moment, for that person, that vision was very powerful. It's almost overwhelming. And like I said, it's, it's really worth watching the entire series just to understand that scene and the use of vision in and in my opinion. So it's a really good effective way example of how to use vision, which is why I'm sort of sticking with it and going into this much detail about it. That said, communicating vision does have to be done, right? So if you just go and throw out a bunch of hyperbolic, hyperbolic what-ifs or imagines it's not going to be believable. The use of vision is not going to work. You have to have credibility. Sure, but your vision has to have credibility. Can't just be imagined if you made a billion dollars in five seconds, right? That's not going to work. In the show itself. Kaczynski wasn't actually initially persuaded by Fitzgerald. But as this trial went on, all the things Fitzgerald said started to come true and suddenly the vision that was planted and consist skis head by Fitzgerald, it came to life. He started to see what Fitzgerald describes what's going to happen, starting to happen step by step by step. And it made that suddenly made that vision more powerful. So it eventually ate away at him and he started to realize that Fitzgerald was right and ultimately he bled, pled guilty. So it illustrates one, the power of vision, but also an important point about the vision that you craft in order to influence others more than anything else. It has to be real. It has to be something that over time your proven to be right. And just I'm going to inject a little thing here. No, if you want to talk about a higher level of marketing, a higher level of, of how you get clients, how you get business and so forth. The key word for you to consider is narrative. And you'll hear that a lot in the political realm. But the idea is to create an overarching narrative that Isn't about your products or services. It has nothing to do with your products or services. It's about really about communicating a larger vision that then ultimately leads to your products and services. So let's just say that you were, you were someone who owned a prepper website. This is the simplest example that I can think of, but you want a prepper website and you wanted people to buy your products and services. Well, instead of talking about how great your backpacks are or how tasty year MREs are. Instead, what you could do is go out and start talking about why prepping white people even need to care about, about prepping. You might talk about, you know, what's going to happen with the economy and maybe there's going to be nuclear war, whatever. You might find that distasteful, I get that with this particular example. But you can do it in, in other ways. And the big, again, the big thing is, is that it has to be true so that over time, as you constantly can communicate this larger vision and this larger narrative, you, people start to see over time, hey, this case, right, or this Gauss, right? And over time you become more influential, you become more impactful because you construct a vision that actually turns out to be true. So again, more than anything else, it has to be real. And vision sits at a higher level than just sort of your tactical marketing. Where you're, where you're getting. You know, you're, you're, you're creating a landing page and you're writing a headline and your benefits in your headline and this and that, that's all tactics and that's fine. But the things that are really persuasive existed a much higher level than that. And the other thing is, is that your vision also doesn't have to be positive. In fact, very often positive visions are harder to get people to accept because they see it as hype. So if you say something like imagine waking up tomorrow and you have dozens of new client requests flooding your inbox or probably written headline or a sentence like the timer to, unfortunately. But you know, that all sounds great, right? If that were actually true, but most people, they're going to hear that and there's gonna be a rate that's just hype, that's a bunch of hyperbole. They're just trying to give me to buy some whatever, whatever it is that they say. Most people aren't going to believe that. And that tends to be the case with positive vision. So people in, and that's because people are Jaden and skeptical. But if you look at the vision that Fitzgerald constructed, it wasn't a positive vision. It was a negative vision. He outlined a future that Kaczynski did not want. So negative visions can be a way to sneak in under people's skepticism. Radar. Again, as long as it's real now, again, you might get some pushback or you might be saying, well that's just fear mongering. Well, there's a difference between fear, fear mongering and painting an accurate vision of the future, right? So again, that's why it's so important that it's real if you're just throwing out all these negative things to scare people on you. It's not based on anything real. That to me is fear mongering. But if I tell you, Hey, don't go outside, there's a lion out there. And there's actually a line out there. That's not fearing, alright? That's giving you valuable information, that's going to help save your life. So again, ultimately the biggest thing that matters when it comes to communicating vision. It has to be real, it has to be based off of, has to be based off what's really going on. The other thing that's really neat about this is that you can sort of get outside of your traditional niche that you might feel like you're stuck in and talk about other things that matter to you. So, for example, for me with teaching freelancing, one of the things that I genuinely believe is that I think given what's happened with the coronavirus pandemic, a lot of people working from home, a lot of turmoil in the economy and so forth. And just a lot of things that have happened that have sort of changed people's perception. I think we're going to tend to move more and more towards sort of a freelance work from home type setup. I genuinely believe that. And so in communicating vision about that, I can bring in things where I talk about the economy that I'm interested in. I'm interested in those things. I want to talk about those things. I'd like to talk about them when I talk with other people. And like my little brother who haven't, I talk all the time. We talk about the economy. We talk about cryptocurrency, you know, we talk about and potential economic recession or collapse or whatever. We talk about those sorts of things. Now if I were to just stick in my niche or niche, your freelancing, that wouldn't really be relevant. But if I were to talk about in the context of, Hey, you know, there's a really strong potential for her another economic recession. I did this in an earlier episode as a matter of fact, where I talked about that because I do think that the that the case or that that's very likely it happens all the time. Well, I can talk about that stuff in a way that sort of makes sense for why that would relate to freelancing. Because I think freelancing is a really great way to be able to position yourself to survive. Sorts of recessions and be able to thrive because you're not stuck to a paycheck. You're not beholden to someone else who, who really isn't boss or CEO, whatever. Who's really the one that's deciding what you make and how much you earn and those things you're doing it yourself. And it's harder to figure that out, is harder to figure out how to do it yourself. But once you do you have more control, you have more stability because you actually know how to do it. You actually know how to go out and get business, you know how to go out and get work, you know how to deliver directly for client. So it just gives you a lot more power, a lot more control. So again, in communicating vision, I could talk about all those things and they make sense. Again, do it in a way where I'm not fear mongering. I'm just talking about the reality and talking about things that I genuinely believe not everybody will agree with me, but the people who do will then be much more likely to listen to me when it comes to what I have to say about freelancing and how to actually go about creating a freelance business in a freelance career. So again, that's one of the I haven't written it down here, but that's one of the side effects of using vision as a tool of influence. That's really nice is it allows you to expand the topics that you're able to talk about. Which also makes listening to you on a sort of day in, day out basis when you're creating content for social media or you're uploading videos to YouTube, writing emails, blog post, whatever you're doing. In terms of putting out content, it allows, it, makes it so it can be a lot more interesting because you're not talking about the exact same thing over and over and over. So the question then becomes, how do we do this? How do we construct a vision like this? I'm giving you examples, but let's talk about how to do it. And the focal point is always whatever decision that you're trying to influence them to make. So infants Job's case, it was Kaczynski is decision to plead guilty or not. Think of that decision point. If you've ever done like a process map, you have the decision diamonds, right? Well, this is a decision diamond and the decision that you're wanting them to make, buy my product or not, hire me or not, or whatever it is, that creates a fork in the road from which you can then construct a positive and a negative vision of the future. Because if they hire you, they buy your product, they do what it is that you want. You can construct a, a positive vision about what will happen as a result of that. If they don't do what you want, you can construct a negative vision of what will happen. And that's essentially that, that event is the key to everything you'd essentially say, here's what happens if you do x, and here's what happens if you do y and you really should talk about both, okay? You shouldn't just stick the positive, you shouldn't just stick to the negative. You should include a little bit of both, but also you need to read your audience. Is your target audience the type of people that are going to be really sensitive to a positive vision, that are going to be really sensitive to hype and that sort of thing, then you may have to go the more negative route. But if you're, there are certain niches out there. And maybe if you're talking about something related to spirituality, where if you went really heavy on the negative, that might turn a lot of those people off, okay, so you have to read your audience, you have to understand your audience, but you have the ability to do both in whatever way you want because the decision creates that fork in the road about what's going to happen going forward from this point. Okay, so that's that's the beginning of it. That's the that's the fork in the road, That's the pivot point for your vision. And then from there, it's simply about communicating division. And you could do it in several dimensions. And having access to these different dimensions helps you to understand how to really flesh out division and make it real. Now, there is something underlying this that's important for me to cover before we get into this because this is going to feel a little tactical. But from a strategy perspective, looking at the bigger picture. When you do this, you really need to understand how your client or potential client or customer sees the world and thinks about this sort of thing. You don't just want to start throwing out a vision that they don't really relate to, that they don't really see things that way. Now, the flip side of that is a really, really simple way to do that, is to just communicate how you see things and be consistent about that. I don't ever try to, to, to, to pander to your audience and talk about things that you don't really believe you don't really think. Because then that's going to create this inconsistent message. And you're going to attract people who don't necessarily see things the way you do if you constantly communicate the vision as you see it legitimately for real, the way you see things, you're going to attract people who see things the same way and you're going to repel people who don't. And the audience you build will be a, an audience of people who are in tune with what you're saying and then you don't have to sit there and guess how they see things. You can just Go with what you, what you believe, what you see, and you're always going to be on the right track, okay, but there has to be resonance between the vision, how, how you communicate it and how they see it, for it to really hit home for them again, that was the power behind Fitzgerald's vision for Kaczynski. Is Fitzgerald really empathized? He sympathized with Kaczynski. He, he, he thought he had a point, he thought he had, his ideas, had some merit to them. So much so that he even went and lived off the grid for awhile himself. So again, that, that sort of empathy, that, that sort of understanding of your audience is important. From there then again, you can communicate division in several dimensions. So the first dimension is far. So how will that decision stretch into the future? So an example or a way of doing that might be here's what your life will look like. It's sort of predicting or projecting into the future. That's the far dimension of vision. The next one is wide. So how will the, the decision affect others, your family, your community, your country, the world, et cetera. You can pick out the elements that are most relevant to what you happen to be communicating. Whether it's more of a local issue or it's a nationwide issue or whatever. Again, it's just how it will affect others. High is how the decision will affect your own aspiration. So your goals or the person's goals, dreams, hopes, fears, et cetera. Deep is how the decision will affect the person internally. So how they feel, how they think, what they believe about themselves, the ramifications of the decision and how it will affect them internally. And then the final dimension is the now. So what's the immediate impact of the decision? What happens immediately after they make a choice and choose a path and go down one of those forks, what happens right now, okay, So those are the, the five dimensions of vision that allow you to flesh out a really, an end painting, really clear picture of the ramifications of the decision that they're about to make. And that's the whole idea here is you are providing context to, to the decision that they're making. It's not just a decision whether to hire you or not. It's a decision that has long range ramification G, you're going to flesh that out for them and paint they make a vivid picture of what that looks like. So when constructing a vision for the purposes of influence, you really want to try and hit every one of these dimensions, of course, space and time permitting you might not and be able to sit there for three hours and lay this out for someone. Or maybe you're running an ad and you have limited space to be able to do that. But if you can, you really want to try and hit every dimension because certain dimensions resonate more with certain people. So some people are more concerned about how it's going to affect them internally. Whereas some people are more concerned about how it might affect others or what it means for their future, or what it might mean for their kids, et cetera. So you really want to try and flesh out every dimension of the vision if you can. Now, the vision that Fitzgerald laid out is a good example of the far dimension. If, again, if you go back and go through it, he showed Kaczynski what his future might look like. So that he really stuck to the far dimension and even on its own, because it was so detailed and so relevant to Kaczynski. It had a ton of impact, but very well could have added to that. So if we were to take his lead and continue on using the other dimensions, adding on top of that far dimension, then we might say something like the following. And before I do this, I want to note what I'm going to say here is not a comment on mental illness, illness, or treatment facilities for me, I'm simply communicating the vision in the way that Kaczynski himself would see it. So again, it's important to understand their perspective and communicate from their side of things. So this is how Kaczynski would see it based off of having watched a show, read about him, read his manifesto. This is about understanding him. So it's not my own personal view of it. I just want to make sure that that's clear. Okay. So if we were to continue on then with what after what he said and we might say, think of all those people out there who you impacted with your message. You've heard the people out there, the people who whisper to their friends. And always kinda got a point. Imagine what those people who you had the potential to influence, who you had the potential to save. When they hear that you've been diagnosed with paranoid schizophrenics. What are they going to think? And all the future people who desperately need to hear what you have to say. But now, no, it's just the savings of madman. So that would be an example of wide how the decision affects others, how it affected the people that we're listening to him and that really that's just one slice of the wide contexts I just talked about the people that were that that resonated with what he said. He could talk about all the people who didn't and how they would make fun of him and they would call him names. You could talk about how it affect his family. You could talk about how it might affect the world. Look 20 years from now. Nothing's going to change because you were just a crazy madman. And so, you know, the world's gonna go further down this path. There's all sorts of slices of wide, but that's one example of how you might talk about the wide, how the decision will affect others. Okay, next up, your dream of saving the world will die with you're not guilty plea. No one will listen to a diagnosed quote, unquote crazy, especially when you're all over, all over TV after you've been adjusted, apologizing, saying how sick you were and you're all better now and you don't believe any of that anymore, your entire life's work will be out the window. So again, this is a slice of how the decision might affect one's aspirations. So the high dimension here, and it would affect how it would affect his goal, his aspiration of saving the world, of changing the world. This is an example of how you might do that. Alright, next, and what about you? We will never even remember. You wanted more than a ho-hum, nine to five life, you'll become just another cog in the system you despise and other sheep sleep walking his way through life. Of course, as you get closer to death, you'll likely start to remember the feelings that were buried deep inside of you from the therapy and the pills will start to rise to the surface. And you'll suddenly realize your entire life was a lie. But only after it's too late, you'll look back on your life and all you'll feel is regret. So again, this is example of deep how the decision will affect one internally. And there's a little bit of the far dimension added into that. We project into the future of how it might affect him when he's towards the end of his life. And then we take it internally so you can combine dimensions like that as well, but this is an example of how it would affect them in, internally. And then finally, where do you think you'd go from here? Pills treatment therapy. Pills treatment therapy day after day after day. It doesn't matter how long it takes. They've got all the time in the world. They'll keep you there treating and adjusting you as long as they have two until you finally break and you will break. Either way, you're going to be locked in a, locked in a prison for the rest of your life. The choice is whether you get to keep your dignity in your mind or not. And so that is an example of the immediate impact of the decision. The immediate impact of the decision. If he's diagnosed as a paranoid schizophrenics is that he would go into treatment. And so, and that was something that he absolutely important and wanted nothing to do with. Essentially said he'd rather die than do that. So that was the immediate impact of the decision. So that's the noun dimension. So again, those are just some examples of how you might do it. Those are all just little slices of how you might create vision for each dimension. I would recommend that you really dig into those and start to think about ways that you could do that and create that kind of vision. And just to continue on, one of my former clients bent settled. He talks about the late Jim Camp. So Jim Camp was an instructor for the FBI's hostage crisis negotiation unanimity. That's I got that right. And he's considered by many the world's most fear negotiator. And he after his, his career in the FBI are helping the FBI. He would he went on to teach other business people on high-end business people how to negotiate. He would as a platform, as a service negotiation services for clients. And a lot of times when someone that one of his clients was negotiating with found out that Jim Campos, who the other company at hired. They would just immediately sort of come to the table and concede because they didn't want to get into a negotiation with Jim can't because he was that good. And so one of the things that he said essentially is that you can't persuade anyone of anything without a vision. So again, in terms of hostage negotiation or business deals, whatever it is, you can't persuade them anything without vision. Meaning that people must have some sort of internal and vision in order to take action. And like I said the beginning. Now sometimes they'll constructed themselves. You have people out there that want to believe that they want hope they're seeking it. And so they'll fill in the blanks for you. That's why it's pretty well known in the online marketing industry that no matter what you sell, no matter who you are, what you sell, if you put a product up for sale and you market it pathway decently, you're going to have people that buy because there's people out there that want to believe maybe they like you, whatever it is, they want the hope and they will fill in the blanks for you. But that's a fairly small segment of the people that are out there. So you can't really rely on that in order to have a successful business that grows. In order to have a successful business that grows, you need to be able to convince people that are also skeptical. And so as an influencer, you want to be capable of constructing that vision for them and getting them to the place where they see. I need to I need to invest in this person's products or services. So again, as camp said, they have to have some sort of vision. In order to take action, it's just a matter of are they fill in the blanks that you leave out or are you constructing a full vision for them, giving you the best chance to to to have them say yes to whatever it is that you want. So again, you fill in the gaps and get them to see and feel something that they either desperately want or that they desperately want to avoid, again, that positive and negative route in terms of creating vision. And it's also a tricky balance between desire and believability. That's another sort of element to this, too much desire. And they're going to start to freak out a little bit and they'll become, they'll become skeptical. And that's characterized by the phrase, too good to be true. You've probably heard that before. People have that sense. And so the hafta wanna create desire, but not so much that they start to think, Well, this sounds too good to be true or create it without any sort of believability elements to it. So that they, again, they start to say it's too good to be true, the more you raised the desire, the more you have to provide evidence and proof in order to, to, to, to alleviate that skepticism. Now, of course, the other side is, is not enough desire and they're not going to care what you have to say. And that's characterized by the phrase, so what, who cares, why it, why do I care about this? Okay, So It's, it's a tricky balance between the two. Ultimately, the only way to know how your audience really respond is to, is to start and then continually communicate vision and then just pay attention to the response. There's really no other way to do it. It's not something they can sort of pre-planned. You just have to start doing this in whatever way that you can sort of figure out to do it, have an idea, execute on an idea, see what the response is, and go from there and keep trying different things. And I've given you a lot of different ways to do this. A lot of different dimensions that you can operate in multiple different examples of how you might do it. And so again, it's just on you and your creativity to get out there and experiment with this. Now, a good exercise here is to construct your own vision for yourself. I actually did this several years back. I was reading som