EU227: The Secret to Unlocking the Power of Books

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Join us as we talk about the importance of learning how to apply what you learn from reading. You can read all the information and helpful tips you want, but none of that means anything unless you take the steps to apply it. They guys even include some of their top recommended business books!

This is a direct transcript. Please forgive any grammar or spelling errors.

Jason: None of this stuff that we talk about or that we read is any good unless you put it into action.

Kevin: I am actually giving them million dollar business ideas and they do nothing with it.

Jason: You have to take what you learn and what you read and apply it because if you don’t then it’s worthless.

Jen: You’re listening to e-commerce uncensored with Kevin Monell and Jason Caruso

Kevin: Thanks for joining us. On another episode of e-commerce uncensored. My name is Kevin Monell and I’m here with

Jason: Jason Caruso.

Kevin: And you’re sitting here getting ready to take your family to Myrtle Beach.

Jason: Yes. It’s a complicated situation Jessica has been crying. Oh, really? Yeah. She’s got her period too. So it’s kinda like, like a mixture of things, but I just heard her in the shower crying right now.

Kevin: You just made half of audience upset over that comment.

Jason: Oh, well, I don’t know what to tell ya. So no, I’m saying like, I think she’s just emotional right now. Yeah, it is an emotional time. Yeah. Um, Like I w I wanted her to come with me to, cause I’m leaving tonight, she’s flying tomorrow. And I’m like, why don’t you just call me tonight?

Jason: And like, the excuse has been, there’s not enough room. There’s not another room. Well, we pack the car and there’s plenty of room now. She’s like, no, I think I want to stay till tomorrow. Hows your son doing. He seems fine. I mean, whenever I say we’re going to Myrtle Beach, he’s like, I don’t want to talk about yeah, he’ll be fine.

Jason: So, Kevin, today, we’re going to say something.

Kevin: No, no, I was just gonna say, we’re gonna, we’re going to do one kind of like a quick tip, kind of a scenario here.

Jason: Yeah. So we, uh, last, last episode we had Joseph from, um, Funny Sales Videos on and we talked about it. Not just, I believe we talked about that with him, right.

Jason: About X or was it the podcast before that?

Kevin: It’s hard to tell, especially on those interviews, because we talk like before and after, and we talked to our team and stuff, so it’s really hard to keep track nowadays with all these zoom calls. Yeah. Anyway, we were talking about how we sent that. We, I actually know it was probably on the, uh, the book about the book.

Kevin: The copywriting secret

Jason: copywriting secrets book that I read and we did a landing page, and then we made $40,000 in the first with the first email. And now after a week and a half we’re at $90,000. And, um, What I want to talk to. Well, we’re gonna talk about today is, you know, those numbers sound impressive, cause I’m pretty impressed with those numbers.

Jason: And I, I, I, I, it’s amazing because before we were doing these kinds of numbers, if I were to hear people, somebody say that I’d be like, oh man, that is, that is insane. But you know, the truth of the matter is Kev is like, you know, I read the book and then I put it into action. Right. We were talking about how.

Jason: You’ll buy a book and you won’t read it or something. Right. Cause you’re, you know, you’re, you’re working with our clients and we kind of have like different roles at this point in the business. So like, I do have a little bit more free time when it comes to doing these side projects than you do, like locked yourself in your office for like two weeks, dude.

Jason: That was tough. But yeah, I re I literally did. I was doing a lot of research. I was writing on the, you know, I don’t know anything about photography, so it was like our wildlife photography. So I had to learn it. But the point was was that I think a lot of people are like you where they’ll buy a book. And they have, you know, thoughts of grand jury and they, you know, they’re going to sit down and listen to it and read it.

Jason: But life kind of gets in the way

Kevin: Well,

Kevin: it’s even worse than that, Jason, before you move on, I was like, cause I am, I agree with you. Like I have now I have, I took these books from our office so I can have the same setup of books that you have. So I remember very vividly, like, I dunno, it was like two or three years ago on my trip to Aruba.

Kevin: I bought expert secrets on the way, or before I left and midway through the trip. I called you. And I was like, dude, get ready. When I come back, when I come back, we’re going to make a frigging course. We’re going to make a ton of cash. Like this is all making so much sense to me. It’s so clear to me now.

Kevin: Well, I did only made it halfway through the book.

Jason: You still haven’t finished it.

Kevin: So I got through it. I got through the first half and I got excited and then you’re like, for me, yeah, like life got in the way and I’m sure. Not even just life it’s like the business clients or that is part of life. It’s just the barrier of doing it.

Kevin: Right. It’s the barrier of getting out of the book and putting things into motion.

Jason: Yeah. And I, I, I wonder how many times people do that with our, even our podcasts where they’ll listen to something and like don’t message us and be like, oh man, that was awesome. But then just don’t do anything, right? Like none of this stuff that we talk about is any good, unless you go do it.

Jason: It’s the same thing with the book. Right? Like the book is great, but like, you’ve got to do something with it. And I think that, um, you know, when we were talking and one of the podcasts, I don’t remember which one it was, but we were just like, you, you said that you’re like, yeah, like I, my mind starts wandering and then like, I just don’t finish the book.

Jason: And it just like, it’s just like, it occurred to me that. None of this stuff that we talk about or that we read is any good, unless you put it into action and that’s all we’ve done, right? Like I’m not a copywriter. I read copywriting secrets. He outlines what you should do. And then I did it. Right. I imagine that like, uh, you know, the truth is, is like, You know, most people probably just hire someone and say, I don’t want to do it.

Kevin: Right.

Jason: Um, but I think that’s the difference. That’s the difference between, you know, making something happen and something not happening, or that’s the difference between maybe us now and what we were doing. Like years ago. Right? Cause we’re clearly doing much better now. Yeah. I mean, I, I’m not, uh, you were like that a lot too.

Kevin: I mean, previously you had all this information a lot of times and it seemed, it seemed like this, something, this time, something just clicked for you and you were like, fuck it. I’m doing it. Like on, like I said, lock myself in my room and I’m going to get this done and I’m going to take action on this.

Jason: So copywriting has always been something that’s.

Jason: You know, on my heart, you know, that I’ve always wanted to know how you can use words to persuade people. Right. It’s always like a thing. And I felt like this book, you know, cause like a lot of the other stuff that I read or that I do, it’s like, I know it already. I’m just like, it’s just like, I always felt like copywriting was like this one hurdle for me.

Jason: And like once I read that book and listened to it, cause I read it, this one I read and listened to by the way, at the same time, um, I felt like. Okay, now I get it. And so now all the funnels that we do, all the other stuff that we do. Yeah. That’s all great. But you kind of need copywriting to do it

Kevin: Talk about that for a second. Cause you just mentioned the fact that you. You read it and listen to it at the same time. And that’s something you keep telling me that you feel like you can absorb the information much faster. And as you were doing it, as you, you would have kept telling me like, I’m reading it and you actually.

Kevin: Had like highlighters and stuff. And I’ve actually never seen you get that deep into books, but reading it and listening to it at the same time actually helps you out.

Jason: Yeah. So I used to listen to a lot of books. I mean, you know that I have an hour into the office an hour home hour and a half home sometimes depending on the traffic.

Jason: And I’ve always been like an avid listener. Right. But when you’re in the car, I kind of get, like, you were like, he talks, like they talk about something and then like, I think about how we can do it in our business and it, and then I just, I just miss like another 20 minutes. Yeah. It’s still got, the audio is still playing as you’re thinking about all these scenarios, the same thing happens when I’m reading.

Kevin: So it happens at the same time. Right?

Jason: So, um, this last book with, with, uh, uh, copywriting secrets, I didn’t do it purposely. I just. I just wanted to highlight and I wanted to really grasp this concept. So I got the book and I started listening to the audio and I started highlighting stuff. And like, I’m like, oh man, like I remember it so much better.

Jason: Right? Like it, it just sticks. Now this other book that I got the hundred million dollar offers by Alex . I was just listening to it at first. And you asked me about the book and it was a lot harder. For me to tell you about the book, because I wasn’t reading it at the same time as I did the copywriting secrets.

Jason: So, um, I did. In my mess here, I’m moving. Um, I did get the book. It’s gigantic. If I knew it was this big, I wouldn’t have gotten it, but it’s a gigantic book. And now I’m listening and reading at the same time and I’m absorbing it a lot better. And what’s even funnier. Is that in this book, I didn’t know why this was happening, but in this book, Alex, actually in the a hundred million dollar offers, Alex actually.

Jason: Talks about reading and listening to the book at the same time and the science behind it is actually that it is stored in two different places in your brain. So when you read it stored in one part of your brain, when you listen, it’s stored in another part of your brain. So when you read endless and it is it’s stored in two different parts of your brains, which is why, um, You absorb more of it?

Kevin: I think you also too. Cause that seemed like when I was watching you go through this process and we’re talking about like the actual execution of the things that you were reading, weren’t you actually doing it while you’re reading. So you were reading, highlighting, listening, but you’re also executing at the same time.

Kevin: Right?

Jason: No, no, I would, I would actually, as he was going down the book, I would say he, he would talk about like this section being like, talking about, um, agitating the problem. So like, you know, and then I would, I would write our section agitating the problem, but yes, I would follow along. So that, that helped as well.

Kevin: No, I think that would help for me too. And even the things we just talked about, how you’re reading or you’re listening and all these thoughts come into your head. And I think it’s a good idea to like, don’t let those thoughts actually distract you from what you’re reading. Like actually do what you’re thinking about.

Kevin: Like, as you’re reading, don’t take it as maybe like a bad thing. Take it as like an actual, actionable thing to do while you’re taking in the information.

Jason: Yeah. And then, and, and the thing about that is that it’s also much fresher in your mind. So like, I was literally reading the section about whatever he was talking about.

Jason: I was listening to it, reading it, highlighting it, and then actually doing it. So it was really just really fresh in my mind. And I think that’s partly. You know why we had such so much success with it is because, you know, I actually did it, you know, I didn’t just, uh, And actually put effort into it. And I think that’s the part where, uh, us humans, we don’t like to put effort into things.

Jason: I think we just like things that we’d done easily for us.

Kevin: Don’t put effort into things when it comes to business where you don’t, you know, you’re not going to read a book and then get paid at the end of it. Right. But I think that’s part of the barrier, especially with entrepreneurs. Especially when you give, when you’re reading a book, that’s going to give you more work to do.

Kevin: I think it’s, it ends up being a barrier for most people. And I, I wish that like, when I did read expert secrets and I had all this excitement when I was on vacation, I wish I had like, had a pad by me, or I had like my computer there to just start doing shit because I was very excited at that point. I’m like, this is it.

Kevin: This is the key to it. And then I got to a point where I was like, ah, I don’t have time to do this. And what if it doesn’t make me any money? Uh, what do I do then? Then I wasted all this time. You know?
Jason: Yeah. The funny part is like, I don’t know if you get like this, but this is how I get, so I was really excited about like highlights.

Jason: Right. And like, instead of buying one highlighter, I buy like 10, I’m like, oh, I’m going to need these. I’m going to go through all of them. There’s no way I just going to use. So like, I buy like 10 of them. Of course, I haven’t even gone through the first one yet. Um,

Kevin: you mentioned highlighters. Like I was cleaning up my desk.

Kevin: Like I put up this shelf behind me and I had these old highlighters and I was, I looked at him and I was like, I should get rid of these. I was like, no way Jason started highlighting stuff, so I better keep these cause I’m any of the highlighters.

Jason: Yeah. So I think the moral of the story, um, is that, um, you have to.

Jason: Take what you learn and what you read and apply it because if you don’t, then it’s worthless you and speaking of wasting time, you will be wasting time. It’s more of a waste of time to read it and not use it than it is to read it. And then.

Kevin: So, and you made a good point with our podcast too. I’m sure a lot of people do that with our podcasts.

Kevin: Do they, listen, they take in some, some information that’s valuable to them and they’re like, and then just move on with their day.

Jason: Right? Exactly. All right guys, hope that, um, I hope that helped. I know it wasn’t like quote unquote an actionable thing, although it is an expo thing. I mean, it’s, it’s something that I think somebody needs to hear,

Kevin: um, kick in the ass, right?

Jason: Yeah. And I’ll tell you what man, like. The reward for the time that you’ve spent can be astronomical. Like we said, we sent one email, we made $42,000 from that one email and the subsequent emails from there. Uh, we, uh, totaled $90,000 in like a week or two. So think about how long it takes people to make $90,000.

Jason: We did that in two weeks. Not all. I wouldn’t say all because I read the book and applied it, but a good portion. It was a $500 product. So I think that that sales page was definitely something that, that, that helped

Kevin: a hundred percent. I knew you going in and you’re like this, this is not a cheap product.

Kevin: This is not going to be, we’re not just gonna be able to send an email and have people just jump all over us for this. We needed to really put something together.

Jason: Right. And we did, it was good. I think it worked out. And, uh, yeah, I think, uh, I don’t think you can get better, better advice than actually. And then, uh, go do the shit.

Jason: Yeah. Russell Brunson Russell Brunson. One last point is like he says it a lot. He about his, his, his. You know what it’s coming up soon. His, um, oh, Funnel Hacker Live

Kevin: Funnel hacker live. He’s like, yeah. I invite my friend, my friends, my family there. I’m giving so much value. Like he, it blows his mind to, and it frustrates them.

Kevin: It gets them pissed off when he talks about it. He’s like, and they don’t do anything with it. Like, I am actually giving them million dollar business ideas and they do nothing with it. They didn’t know that. That’s great. So that’s basically what we’re saying. Go do something anyway. Thank you guys so much.

Kevin: As always you can check us out at ecommerceuncensor.com. And we’ll talk to you guys real soon.

Jason: Later.

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