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chase jarvis LIVE: Ramit Sethi on youtube of http://iwillteachyoutoberich.com

• “Have to have knowledge of what the other person wants to hear” (communication, negotiation)
• “Deliver the goods” - Chase Jarvis
• Consider psychology of personal behaviors
  • Why do people do what they do?
  • We should do X, but instead we do Y. workout, eat less
  • social influence and persuasion, how do we change behavior
  • what you say and who you talk to has power
  • Indian - how to negotiate and bargain with people
  • get the other person to “want to work with you/pay you”
  • price and money becomes secondary
  • it’s about creating “personal relationships”
• not adversarial, but cooperative in nature

• It’s hard to understand the other person, it takes work
  • avoid the “I I I syndrome” - listen to the other side more, ask smarter questions
  • people want to have the option to eventually quit their jobs
• 80% of negotiation is done before you step in the room
• Illustrate the value you bring to the client
• “briefcase technique” and “portfolio technique”

• money books - who wants to write about how they spend money?
  • hopes, fears and dreams - what do people want/not want
  • “over-focus on the craft” is a problem
• but what’s going to grow your business? new camera? pixel perfect?
• who are my customers? ability and willing to pay
  • photo editor, producer, art buyer, director
  • violin instructor - asian and jewish mothers, kids to get to harvard
    • “little timmy use to be introverted, now extrovered and get amazing education” = $80k in 8 weeks

• What do “Photo Editors want and fear?
  • recognizition for finding the next badass creative talent
  • fear - blowing it, untalented person who hasn’t done the level of work
  • risk adverse for blowing $500k campaign
  • search between renegade artists vs old timer whose known expert
• ignorant: to expect the other person to recognize your brilliance w/o communication
• teach audience to “revere” your free stuff, let them know the work you’ve done behind the scene - have them appreciate it more, the thought/work you’ve done
  • explain to them what went into creating the work and why it’s different
  • BOOK: Tell to Win - the story you went through to create this work
• DONT - try to appeal to everyone (shoot food, cats, houses, people, etc)
  • Mother gave birth, wants photos - price becomes triviality

• Photog salesman: “There are plenty of other photographers out there, in face I’m happy to recommend some if you’d like. I happen to be the only one who focuses on it (style). BTW - here’s some of the photos that I’ve done, and here’s why they’re different from some of this stuff you’ll find.”
  • 1) not adversarial
  • 2) super friendly
  • 3) price distant, a not existant issue

• Ramit’s wants/needs as a boss
  • Email responses in 1 hour
  • Need to overcommunicate with me
  • Show me testimonials of how you’ve communicated well with other people!!!

• Research is the secret sauce - rich vs. starving artist
  • e.g. Wedding photographer, customer is bride
  • create broad stereotypes, then test them, find recently married brides
  • what is this bride’s experience now, 3 mo from wedding, todo list, etc
    • wants beautiful photos to show off, memories,
    • photog not late, bad job, etc
• test the stereotype:
  • “turn off your computer, get out of your stupid room, go talk to the market”
  • email and ask for coffee for 15 minutes, not trying to sell you anything, trying to do homework, curious about your experience and really appreciate your time. 3/10 rate?
  • tell me about your experience with the wedding?
  • how did you choose your photog, happy? what would you change?
  • if price was no object, what would you want it?
  • how did you feel when choosing the photog, why one over another?
  • start to hear words... “friend was happy w/ him”, “brought coffee”, etc
    • put that in the marketing material!!!

• Client has to like you! 2 week photoshoot, who do you want to hang with?
  • music, social media, common interests, etc
  • the things you “are” and “are not”

• It’s important to disqualify... consider men & women: attraction
  • walk in confidently, like don’t need anything = you immediately become more attractive
• for the few people that I’m right for, I do an extrodinary job
• “I’m here for what I do, I can deliver an extrodinary product, extrodinary art”
• “I can do an extrodinary job, I’m not for everyone, but for the few people that I want to work with and that want to work with me.” - not arrogant, but matter of fact
• confident and assertive w/o being cocky
• accept that you are not for everyone

• 1) who am I going after - do they have the ability and willingness to pay
• 2) stereotype technique in head
• 3) meeting scenario planned out - work 2x as hard but on the proper stuff
  • use your words and phrases, negotiation
  • the extrodinary work you do and “how you might be able to help” your client

Briefcase Technique

• go into meeting, talk to client/hiring manager
• get conversation going, ask lots of questions, what looking for? thought of xyz?
• ASK GREAT QUESTIONS - you’re being hired to solve a creative problem
• our biggest challenges are X, and we’re really confident about Z
• Well, this is very interesting. “I have a few thoughts, do you mind if I share some of them” – ask permission because you want to get their respect
  • well, I’ve prepared a couple of things and am wondering if you’d like to see it
• theatrically – reach into briefcase, etc... and hand IT to them (paper, handout for them to keep)
  • so there’s actually 4 things I’d like to think about (free insights into your talent), take a look at this, let me walk you through it. When I look at your website, project - I thought about ABC (they nod and smile)

• why it works? psychology!
  • interview not about answering questions – about telling your story and main message
  • briefcase - this guy has done a ton of work outside of this meeting!
  • present research - same words back to your client

• “It might be too risky to look like everybody else versus something adventurous and forward thinking.” - Chase Jarvis
  • you want something different to show

Version 2

• “now this is something new that I haven’t shared publically before..” (prepares audience, heightened suspense) “and I’d like to share it now. I’ve been testing it now and I think it works really well” (puts words in our mind/mouth)
• people love high notional outlines (big picture) but also to get tactical (in the details)
• 30/60/90 day or 1/2/3 week plan proposal - research, deliverable etc explained after each step.
  • mitigates risk they have a document prepared on paper (blows them away)

• Negotiations WIN - 1 indicator, who did the most talking?
  • prospect (hirer) did the most talking.
  • get the other person to do most of the talking, you think of their problems
• DONT THINK the reason of the interview is to answer questions
• better “I’m thrilled to be here, been thinking about this all week, have lots of questions - but it’s your meeting so I’d like to let you begin” leading by asking questions...
• so rare for people to feel understood - asking the right questions, to “feel understood, get someone”

• Get new business? 44:00
  • go direct to the client, get 3 paying clients - get them to like you
  • now I’m not ready to do this yet, but maybe in a couple of months... “do you think there might be anyone whose interested in this?” (low key, not salesy at all)

don’t go home and wait for that to happen – follow up email, you mentioned Paul and Sally, ask for introduction to people mentioned and ask them to fwd email to them. helpful introductions/referral soft incentive to share with friends

• Become a Thought Leader - long term
  • Consider free exposure to community, art critique, local blogs, newspaper, etc
  • Become “the” photographer that does this every week, the “go to guy” for something

• 46:00 Real world technique - balancing time committments, 9-5 work + photo career
  • need to balance, keep work happy, PRIORITIZE and make time for it - Tim Ferriss

• 47:30-49:50 Hit List of customers - 20 deep, not 200 (mail bombing everyone, same game everyone does)
  • need to target your specific audience, what are you going to say, how get into their heads
  • “who makes the right decisions and work upfront, so they go into the meetings and close it”
  • make a committment to get where you need to be for the job
  • have to be great in craft, start making money, juggle... “then tell your boss to kiss it”

• Don’t have IDEA or TIME?
  • time clinic - iwillteachyoutoberich.com/chase

• Your photo style...
• multiple income streams/styles? when starting off... jack of all trades, forever?
• What’s the most profitable and ejoyable thing that I can do?
  • which gets me closet to my goals? there’s always friends and more clients.
  • ask for referrals, become go-to guy, takes time
  • work outside of your location... online, fly somewhere? work w/ people not even met.
  • AWESOME communication skills
• project a global presence, audience... service.
  • match your service to their need - globally!
  • Chase Jarvis - 10% of work comes from Seattle

• Turn Web traffic into sales?
  • website not a conversion marketing sale tunnel...
  • get web viewers to come back by creating awesome personal projects

• Crown Jewel - EMAIL LIST (people who want to see your work)
  • don’t have to sell them anything, just keep them informed of things, future sales
  • nuture the relationship and then they will be happy to share/pay with you

• Don’t have time to learn “marketing”?
  • Need to take the time to articulate your vision, not just the technician!!! be the VISION
  • technician is a commodity, a vision, narative, story that’s “right for me” - then I WANT YOU
  • “You do not want to be a commodity, you want to be the one with the vision”

• You don’t want to be the technician, you want to be the VISION
  • When you can hit on what they want, hope for and dream - price is mere triviality.

• 1:00:00 Interviews with Ramit - phrases to use to improve interviews from 85% to 99%
  • iwillteachyoutoberich.com/chase
  • competence trigger
    • walk into bar, confident and cool know what you’re doing vs.
  • Job Interview 1:04:
    • what’s your rate/expectation of salary?
    • Low status performer: don’t list $$$ trying to answer/shoot self in foot
    • High status performer: we can discuss salary later, I’m more than happy to discuss it, right now I just want to see if this is a good fit for both of us.
    • 1) Defer salary to later
    • 2) both of us - not just the employer deciding if they want to work with you
  • Never walk into the room as the desperate beggar, explain that you have many options w/ confidence
  • There are other people knocking on the door (even if you haven’t heard them knock yet)
  • “You are selecting them as much as they are selecting you”
  • “Your message starts with the way you communicate... let them know You are a discerning photographer, not a desperate photographer” - then they actually like you more
  • You have to MEAN it - people can tell a fake

• 1:06:20 Chase Jarvis first job - $thousands/day (before editorial work confession)
  • first commission more than he had made in the previous year,

• 1:07:30 Build a pipeline... more than just one prospect, don’t be desperate
  • 15 min meetings with lots of people already lined up, already talking to
  • email scripts tested and used already

• Develop relationship over time, have coffee, meet the decision makers - unique correspondance
• Let them know you are a photographer, being prepared at the right time

• Go in, start as a high priced photographer 1:11
  • You will not get more later! $1k photog is not great $5k photog
  • charged energy that both going out on a limb for the shoot
  • 50 $100 shoots or 1 $5000 shoot - then suddenly there

• Talk about getting a raise... multi month process
  • Mike, for the last 6 months... I’ve been doing, knocked out of park... etc. 1) already done well
  • I really want to be an extrodinary performer, I’d like to ask for your advice
  • 1) already great, 2) ask for advice, 3) want to be extrodinary/top performer, not more money, 4) prepare for salary raise request later - 80% of the work is already done.
  • I’d like to discuss a “Compensation adjustment” that’s fair for both of us

• Find out how much money is on the other side of the table?? what’s in the budget?
• Find out $$ to make business profitable...
• Always reserve the right to go home and think about it...
  • Need more money? Find ways we can work together... less $ = less work/must take off
  • BS doesn’t sell – can’t just say “OK” to lower cost! they know the price was BS.
  • Give at least 3 options 1) less days/costs, 2) less output, 3)

• Would you be willing to write me a testimonial? worth more than the money
• First 3 clients - may not pay that much cost, but can offer testimonial

• 1:23 Working for free - help get career to better place? only if strategic!!!
• strategic: someone you trust, get referrals, portfolio piece,
  • teach them to revere you!!!
  • consulting fee... $50/hr and no discounts, but I like your work/project I think it has potential
  • I am willing to work for you for free, but first we have to come to some agreements.
  • If after 30 days I do extrodinary work, we can discuss going back to my normal rate and “extrodniary” you will refer me to 3 other people
  • 1) establish value, for free but only for XYZ
  • 2) only if amazing/extrodinary job
  • Hiring me for my vision and CREATIVE FREEDOM