If you’re watching this video, chances are that you’ve seen the following ad
on Youtube at some point.
…here in my garage, just bought this, uh, new Lamborghini here.
…fun to drive up here in the Hollywood Hills.
The Here in My Garage by Tai Lopez has achieved meme status on Youtube
with over a million dollars spent to get it in front of your eyeballs.
And whether you think Tai Lopez is awesome or not, one thing is definitely true —
you’ve probably never seen a YouTube add more times or
seen an ad that has generated more discussion,
parody videos, and interest than Here In My Garage.
And that all implies something else — the ad must be working
meaning that Tai Lopez is making more than a million dollars worth of sales
otherwise the money would just run out
which means that, like it or not, something special is going on in these four minutes.
That’s why I want to break down this video
to understand what is going on from a psychological perspective
that gets people interested in buying Tai’s products.
First off, let’s start with the production quality —
Tai is shooting with his iPhone, arm outstretched, in his garage.
…but you know what i like a lot more than materialistic things?
In fact, I’m a lot more proud of the seven new bookshelves
that I had to get installed — the whole two thousand new books that I bought.
Now this begs the question — if you have seven new bookshelves
and a Lamborghini, why not spend the money to hire a camera crew?
Why shoot from a handheld device?
I believe that this decision was very purposeful
because in production, you have two extremes —
homemade and professional — each with its own advantages and disadvantages.
We tend to think of “professional” as better
because it communicates authority and credibility
but the homemade production has the advantage of creating a feeling
of spontaneity, authenticity, and trust.
And if you’re old enough, think back to the Blair Witch Project
and how some people assume that it was real due to the lower production quality.
So remember — low production tends to feel more authentic
while high production tends to feel more authoritative
which leaves a big problem if you decide to go low-production quality.
There isn’t a lot of authority being communicated with the production decisions in this ad
so watch what Tai does next.
…bought this, uh, new Lamborghini here.
…fun to drive up here in the Hollywood Hills.
…seven new bookshelves that I had to get installed — the whole two thousand new books that I bought.
Now maybe you’ve seen my TEDx talk where I talk about how I read a book a day…
Tai immediately gives us several pieces of authority.
He mentions the Hollywood Hills, we see the seven bookshelves and the two thousand books,
the TEDx conference and of course, the Lamborghini.
Now, of these things, two of them — the seven bookshelves and the Lamborghini —
are supported by visual evidence which is why Tai is very careful
to pan back and forth between them throughout the duration of the video.
So right off the bat, between the homemade production style
and all of these indicators of authority and credibility,
Tai will have triggered a sense of trust and authority in a sizable portion of his audience
but the emotional cocktail needs more ingredients if people are actually going to buy.
After all, the feeling you might have when looking at a Lamborghini is,
“That’s awesome but I could never afford that,”
which is why Tai’s next point is intended to ground his success story in a relatable path.
It wasn’t that long ago that I was in a little town
across the country sleeping on a couch
in a mobile home with only forty seven dollars in my bank account.
So now the viewers are feeling both awed by what Tai has been able to achieve
but also like they might be able to achieve the same thing.
After all, if someone’s 47 bucks can do it,
all you have to do is recreate his steps no matter how poor you might be today.
So at this point, the viewers are probably thinking, “Well,
I wonder what I’d have to do to get there?”
which is exactly what Tai covers next — how he was able to move
from forty-seven dollars living on a couch to the Hollywood Hills.
…I didn’t have a college degree, I had no opportunities
but you know what? Something happened that changed my life.
I bumped into a mentor, and another mentor, and a few more mentors —
I found five mentors.
…on this video and we’ll take you to my website where I share three things that they taught me —
three things that you can implement today no matter where you are.
Tai talks about mentors who taught him three specific things
and this is what some marketers call “the mechanism” —
it’s the way that a customer gets from a place that they don’t want to be to a place that you do
and it can be a simple mechanism like a car to drive you from point A to point B
or an information-based mechanism like Tai’s tips to make you wealthy.
The important part is that you do not ever introduce the mechanism
until after you’ve established authority, trust, and desire
in a sense that this mechanism is designed for the person viewing the ad.
Tai creates all of those feelings in the first minute which is why this ad is so effective.
To be clear, if Tai had just showed up and said, “Five mentors taught me three things about wealth
and I want to share them with you,” no one would care.
Those initial motions that are created by the bookshelf and the Ferrari and the story are very necessary.
Unfortunately, so many of us ignore those when we sell ourselves.
in interviews, we say, “I’m a fast learner so if you hire me,
I’ll be able to come in and make a big impact really quickly
and we do that before we’ve established any credibility, trust, or desire in the interview.
I’m going to keep this focused on the breakdown of Tai
but if this kind of self-marketing or sales stuff is interesting to you,
I can do more in other videos just let me know in the comments.
Moving along though, the next thing that Tai does
and he is excellent at anticipating where the viewers’ mind is at is extremely important
because at this point, he speaks to your common objections.
Now, this isn’t a get-rich-quick scheme.
You know, like they say, if things sound
too good to be true, they are too good to be true.
Okay, people see videos like this and say, “Oh, that’s not real. That’s for sombody else.”
Don’t listen. Don’t listen. Be an optimist.
In addition to mentioning your probable objections,
Tai disqualifies people with traits that don’t make them good candidates for his products like these —
If you’re a cynic, if you’re a pessimist, you don’t need to click here.
Don’t worry about it. I don’t need to talk to everybody…
This disqualification piece deserves a special mention.
It’s a powerful tool but it’s often faked in marketing.
For instance, an ad might say —
warning — only buy this persuasion course if you’re a good person
because the techniques inside are too powerful to be in the wrong hands.
And while those statements like that can generate more sales,
it’s obvious to most people that it’s just a barely hidden sales pitch
designed to exclude no one
but if you use a real disqualifier in your products,
it actually makes it much more appealing to the right customer.
For instance, if you were to say,
“This product is only intended for real estate agents already making over two hundred thousand dollars a year,”
or, “This product is for first-time entrepreneurs who need guidance through every step of the process,”
yes, you’re going to disqualify a large number of people
but your ideal customer will feel a special pull towards your product
and it works the same exact way when selling yourself in a job interview.
For instance, you might say, “I’m looking for a role where I can be a pure copywriter
because I’m not very skilled in Photoshop or other design elements.”
What do most of us do though?
We say, “I’m a fast learner and I can do anything!”
We’re so reluctant to disqualify any potential employers
that we wind up not really appealing to any of them.
Learning who you are not a match for in life is a hugely valuable skill.
This is true of selling, interviewing, and especially dating.
It sounds counterintuitive
but when you get good at communicating who you are not a match for,
you’re going to become that much more appealing
to those people who you are a great match for.
Digression over, let’s hit on the final point here — the call to action.
I’ll see you on my website, it’s a quick video,
and you’ll see it there absolutely free so just click this video—
Let me share it with you these three tips that have made all the difference in my life —
they’re practical, you can do them today, you can start on them today.
Alright? See you there on my site.
Tai repeats the call to action multiple times giving a different reason each time —
it’s free, you can do it today, it’s quick. All of these reasons are to convey one point —
you have more to lose by not clicking than you do by clicking.
The important thing here is that you’re closing action needs to match
the amount of experience your prospect has of you.
After three minutes, Tai can’t say, “Join my 67-dollar-a-month community,” —
the ad would be a total dud.
He waits until after you’ve watched the following 55-minute video to begin to sell
and I do the same thing with Charisma on Command
asking first for your email at the end of these videos
so that I can send you more of the articles I’ve written and the videos that we’ve done
before offering the paid video product Charisma University.
Now, if you’re not in sales, this still applies to you.
You shouldn’t ask for big commitments from people with a limited experience of you —
it’s the reason that so many first dinner date plans fall through.
When you’ve met someone for just a few minutes and exchanged numbers,
a one and a half hour dinner can seem like a huge commitment.
That’s why a 20-minute lunch date during the work week
is often a better first ask when you’re talking about a first encounter.
The overall point is this —
you are involved in marketing no matter what your job description
not just in the products that you might sell
but in job interviews, dates, and conversations that could turn into friendships.
And if you understand the fundamentals of marketing,
you’re going to get more job offers, more dates, and more friends.
Now, this doesn’t mean that you have to do anything unethical.
When learning from any marketer,
I highly recommend you take what you think is moral and discard what you don’t.
That way, you’ll constantly be communicating more effectively
while never compromising your morals.
Now, I know that I mentioned the email ads that we do so here it is, listen up.
We have a video that discusses the four emotions that guarantee an amazing first impression
whereas this video on Tai talks about the emotions that create an interested buyer,
the following video talks about emotions that create a great first impression.
And they’re similar but there are important differences.
So if you’re interested click the button, drop your email,
and check out that video if you want to make consistently amazing first impressions
or if you’re just curious how we market our products.
If you found this video interesting or helpful, definitely subscribe to the channel.
Everything that I create is intended to help you be the most charismatic and confident self that you can be.
So if you want to make sure that you see all of our content,
the best way to do that is to click Subscribe and of course the little notification bell.
I’ve got some personal reflections that I think are very helpful coming up in the next video
so keep your eye peeled for that one as well — I’m very excited for it.
Any comments or topics and suggestions, please write them down in the comments.
I’m also curious if you found this marketing angle helpful
or if there’s a different angle that you’d like me to look at so let me know.
Of course, I hope you enjoyed this video and I will see you in the next one.