And I see your true colors shining through And I see your true colors And that's why I love you So don't be afraid to let them show True colors, true

Do you know why said that? No. Because I want to see through the hype. OK. I want to see through the colours and I'll get to know the real you. I'll tell you. I'll tell you the real me. He loves you and it's not your fault. OK. Today, we're to be learning about Marcus Aurelius Meditations 6.13. Right. Just as when meat or other foods are set before us, we think this is a dead fish, a dead bird or pig. And also this fine wine is only the juice of a bunch of grapes.

This purple edged robe to sheep's wool dyed in a bit of blood from a shellfish or of sex that is only the rubbing of private parts together, followed by a spasmic discharge in the same way our impressions grab actual events and permeate them. So we see them as they actually are. I love that one. I really love that. But I can imagine why you do it because of the sheepskin. If you've been in sales for a while.

You've worked in AI, software, marketing, SaaS. There's lots of buzzwords that come and go. And the issue is with buzzwords is we believe they're hype. So branding managers and directors have a lot to answer for because some of these words, you know, we talked about just do it on another advert might be a great idea, but I've heard people call power dialers.

tools for pipeline generation at scale. It literally means nothing. It's a dialer. It's a dialer. So what we try and do when we've got a new client is cut through that jargon when we're script building and go for, go for the words that are actually going to resonate and also avoid the ones that aren't. So there's lots of words that you could send someone in an initial pitch that we call them trigger words.

Where they go, actually that's just triggered a part of my brain that makes me think I'm not the right person to speak to. But my ACP is managing director. Every time I speak to a managing director, they go, no, it's an IT thing. Okay, well let me have a look at your script. Oh, your script says systems in it. As soon you say systems, go, no, no, I don't deal with the systems the IT person does. Ah, right. You said recruitment issues. Doesn't matter that you're not a recruitment solution. The person's heard recruitment issues and gone bang, you're that.

Yeah. And I sat down with someone last week. Well-known sales trainer. People really like him. I like him. He's a great guy. He said, this isn't London, this, this pitch. And, I said, because you're saying sales trainer too early. Hmm. There needs to be a problem for us. here, sales trainer. We don't need sales training. Yeah. So you've not gone with the problems version. I'm with the simplicity. You've not.

you need to avoid the trigger words. You got any examples of this? We had a client that was called something like Cloud Systems, right? And they used to introduce themselves. Hi, it's Jamie calling from Cloud Systems. They're actually a marketing company. They didn't do anything to do with clouds. It was marketing, PPC, all of that thing. They were losing people at the first hurdle. I also think about the words that we choose to use. I know that one of our guys made a cold call once and I think it was going really, really well. And then he said like, and what's the impact on that impact buzzword flagged up and he went, it was going so well. the prospect of that. Yeah. And they were like, it was going so well. feels like a sales call now that you asked one question. You sound so salesy.

So it works on both sides. And then I remember you had a conversation with somebody once and they were trying to help you to write the script and they said something like, why don't you use use this? And it said it's a monolithic platform or something like that. And it's like, people are just gonna hear that and switch off or their bias is gonna kick in and they're gonna think, what are you actually on about? Exactly. A clever person is someone who can make a complex idea simple, not vice versa. And if you feel like there's this need, if you're building a business, a brand, whatever, and then there's this need to, how can I make it sound as complicated and as sophisticated as possible? That's actually not what you're aiming for. Marcus Aurelius was around at the same time as The Sophists.

which are another school of philosophy. Sophists is where the word sophisticated comes from. So you would try and make things sound as sophisticated as possible. Moxley is wanting to go the total opposite way and talk as plainly as he could in plain language that the every man could understand. And I think that's really what you're trying to do. We talk about pub talk a lot. Yeah, pub talk's great. Could I explain my pitch or what we do to someone in the pub, to a stranger, to a friend?

and then not look at me like I'm an alien. If you can't do that, it's not gonna work. As I've said before, when you pick up the phone, when you're doing that outreach or that go to market message or someone lands on your website, you're still dealing with the inner gatekeeper. You've gotta get buying. Then I'm ready to talk about complex ideas. Am I making sense or not, Jack? Too much sense. think, think about your audience as well. We've given advice to people in the past. If you're speaking to, if you're selling to plumbers and builders.

Sound like a builder and a plumber. They're not going to be using big complex solutions and words like that. Break it down in the most simple way possible. Don't be afraid to sound like an idiot because by sounding like an idiot, you're keeping it extremely simple. I've been Jack Frimston. I've been Zach Thompson. Remember you will die. Dolithopartons.