majido2427@mustbeit.com 17 Feb 2023
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Andrew Tate 100 Business Lessons
Course document annotated, written and edited by Courses Condensed, which is the DBA of N&G Holdings Texas, LLC.
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Andrew Tate 100 Business Lessons (free copy)
I cannot stress enough how much more valuable the premium version is,
This doc. contains less than half of the info that’s in the premium, and, no access
to the private networking group on telegram)
Lessons 24, 39 and all lessons after 41 show what the premium version of this document looks
like. There is so much useful knowledge here. I spent over 100 hours on this project to give you
this info in the easiest, fastest, most efficient way possible (since it needs to be taken multiple
times to “fully get it”). I hope you print these out and keep them by your workstation to use when
you run into a problem with all your future businesses.
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LESSON 1 - SPEED
Speed is extremely important in business; everything that must be done must be done as fast as you can.
This does not mean “cheaply or like shit,” just quickly. A professional fighter punches fast; Not like an
idiot! When a boxing coach says to jab faster; that doesn't mean you get to start throwing low-quality
punches. Whatever you’re thinking of doing, it must be done quickly. If the engines fail in a 737, it won't
fall out of the sky immediately. Because it has forward momentum, as long as it goes fast enough it will
not fall right out of the sky. Being slow to a company is deadly. If I had to give you one important point
to make it with a business, it is to BE FAST in all aspects. Plug the hole to the sinking ship quickly and
outpace anyone you’re competing with.
Lesson 2 - Cash is first
A business is money in. Nothing else. A drug dealer that has money going into his pocket has
more of a business than a guy with a registered trade logo, an accountant, a warehouse and all
this garbage but no money coming in.
I ask someone: “Tell me how to start a makeup company.” and they say: ‘Well, I guess I’d find
some makeup, and I’d get a logo, and I’d get a trademark, and I’d get inventory…’ This is
completely and utterly unnecessary to start a company, which is to say, this is completely
unnecessary to start making money. All you need to start is a website with a payment processor,
some pictures of makeup and prices. You can buy all that other shit and figure out who’s going to
supply you with your makeup after you've received the orders to pay for it let others pay your
startup costs for you. You don’t need money to start a business. (Which leads to the next point.)
Lesson 3 - Start Companies as Cheap as Possible
I don’t spend more than a few grand to start a company. I’ll wait till I see it’s viability, then, I’ll
stoke it a bit till it grows massively (or I let it die). You do not need 200k to start a company,
most think they need an office, inventory, staff, logo’s, Ad budget etc. With my 5k method in the
lesson before (website with payment and pics with prices + spend a few hundred on advertising)
As long as you implement lesson 1 Speed! You’ll be able to fulfill those order’s with no problem
and get your customers what they paid for.
You can start 40 of those other companies for the same price. One of them’s going to work! But,
let’s say you start a company and it’s bound to fail, wouldn’t you rather lose 5k than 200k?? (Of
course some businesses need high startup costs, but to learn about the details of that, you’ll need
to check out our in-depth version.)
Test the Viability of your business before throwing a life savings at it, If it fails with 5k invested,
It likely would’ve failed with 200k invested as well. The idea and man running it are more
important than the amount of money you throw at it to make it work.
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Lesson 4 - Friends and Family make the best staff
Friends and family are actually the best staff you could possibly get.
People say, “don’t mix family with business,” but that's a lie. People say this because they're the
kind of people who can’t get along with anyone long enough to make money.
Young people (like a nephew) are fantastic, they have incredible, fresh ideas and unlimited
energy. Your 15 year old cousin lives for free, you and your brother can pool resources, family is
great. Young people, family or not, can afford to work for much cheaper than a 30-year-old with
a mortgage, and they likely know more about TikTok, web design, video games, etc.
You probably have temporarily inexpensive startup workers; you just aren't utilizing them!
-
Don’t be afraid to reach out to friends and family about starting a business
Find people who won’t backstab you/Find people who share your vision
Young People are perhaps the greatest asset to your business
Lesson 5 - Command Respect
Commanding respect can help you generate wealth.
One of the reasons why I'm good at business is that I command respect (because I'm a physical
specimen of a man/professional fighter). This helps me in all realms of life and business.
There is a level of respect humans have for other humans who are physical specimens. Dan (my
ad agency partner) is a big black guy. Dan could get away with the way he would sell to clients
and the way he would treat his staff in a way that he couldn't have gotten away with if he was an
obese white guy. If you are a person that is viewed as strong, people will evolutionarily be more
likely to respect and trust you. Having “A strong presence” is invaluable. If you want people to
spend money with you, one of the best things you can do is go to the gym, people will think, “ok,
he's obviously not afraid of hard work, he's obviously disciplined, etc.”
There are some things that are spoken without being spoken.
-
Develop a command of your own physical and verbal presence
Don’t allow yourself to be viewed by others as weak, unintelligent, or untrustworthy.
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Lesson 6 - Re-sell to people you’ve already sold to
Re-selling to past clients (when you did a half good job), is the easiest money you’ll ever make.
At T2, we'd sell these $18k - $19k deals (at no profit), if they liked what we made, we would
tack on a 5k up-sale for some “incredible airtime package that we just got somehow”. We
couldn’t sell that 24k total at the start, but it was much easier to sell a 19k ad and a 5k bonus at
the end than selling one 24k ad by itself.
I had a friend ask to borrow money. He wanted $200,000.
I asked him: "How many customers do you have?”
He said: "about 10,000"
Tate: "Well, there's your money right there!”
Make an email campaign, throw out a crazy discount, it doesn’t have to be for the public. Press
send and pow! it's 200 grand!! What do you need me for? These people have bought from you
before, and you delivered; there's your money! It’s sitting right there, go get it!
-
Appeal to and serve your cohorts (long-time customers) before you seek out new
customers. You will find it much easier to make money reselling to old customers rather
than spending extra money on marketing in the hopes of acquiring new customers.
Lesson 7 - Don’t Get Legal Before You Get Rich!
Spending thousands on incorporation before you’ve made a cent is extremely unnecessary unless
your business absolutely requires legal protections beforehand.
I know so many that registered their company with an accountant, went to the tax man, the
warehouse manager, the shipping crew, all this shit before making a dime! I usually don't even
fill out a tax form before it's made a million dollars! All that shit is on the "later base" until after
you have proved the viability of the company. I have started approximately 100 companies in
my life. 20 of them have made money. Can you imagine if, for every one of those, I decided to
go register the company, get an accountant, do tax forms, do vat forms; what a waste of time
that'd be! You do not need any of this legal shit before you get rich! (take with grain of salt)
WHAT YOU NEED IS: A website, A domain name & You.
-
Focus on earnings and “brand-name recognition” before focusing on the legal side of
things.
You can do a lot with very little.
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-
(Lesson 8 was never made by Tate, here is another quote of his)
Lesson 8 - “Your mind must be stronger than your feelings.”
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Lesson 9 - Use what you’ve got
Make a list of everything you have, and I mean everything:
-
You have a house, and now half of its rented
You have a car, you find someone to lease it
You’re a physically strong man, you can lift heavy rocks and move them for people
You can do this with your 15-year-old cousin for a lawn mowing company. He can drop off
business cards at the doors while you drive at 5 mph through the neighborhood. He mows most
of the lawns using your equipment, you pay him a percentage, his parents are thrilled that you’re
teaching him hard work. The main idea here is that you don’t necessarily have to seek out and
employ hourly or salary-based staff. You can start a business and offer commission-based
payments to your workers, incentivizing them to go out and get clients.
I had 6 girlfriends, so I was thinking of what I could make with them. A strip club costs too
much money to start up. So how could I get money by using hot girls without spending money?
Then I thought, "why do guys want to go give girls money at these clubs?''
Well, they get to interact with these girls, they get to see some titties, and the men give them
money. How can I do this without having the club? The internet! I've already got the girls, the
laptop, and the internet - Bang! The very same day I had that idea I was making money from
it.(with no investment besides what I already had.) If you had a good idea, and used my
principles, you wouldn’t need an investment from anyone!
If you couldn’t make it work with zero/very little money, then it probably wouldn’t have worked
anyway, (and you would’ve lost a whole bunch of unnecessary money.)
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7
Lesson 10 - Staff
Staff must have a very clear objective, and that is that they either must
Make you money or Save you time!
A sales team has a very clearly identifiable, quantified way of making your company money, you
need to sit down every couple of weeks with a piece of paper and audit your staff. Someone like
a general assistant or a P.A. can save a bunch of time doing menial tasks no one else with
valuable skills should be wasting their time doing.
Find out how much money they made or how much time they saved the company. Find out “how
much longer would it have taken me to do those tasks if they weren’t here,” and see if it’s worth
the money. “Could I have done those tasks in my free time while watching TV?” If you can, fire
them and save the cash. If any member of staff costs more money to pay than they make some
things need to change. Whether they work less, get paid less, find a new task, or get fired, the
inefficiency cannot continue. You must be brutal about this to survive.
Everyone knows how many useless jobs there are in corporate companies; so many people do
NOTHING. (look at 4,000 Twitter employees who mostly were wildly unnecessary)
Pareto distribution shows that 80% of people do 20% & 20% of the people do 80% of the work.
Why do you want an assistant? What exactly will they help with, how much time will it save
you, why can’t you do it yourself, and will they save enough time for you to make more money
to cover their wages or not? Do not get caught up in having one for vanity bullshit.
______________________________________________________________________________
You should read this guide at least 10 times, you should be able to recite these lessons; they
should be second nature to you.
These will make you a millionaire if you actually get all the info in you and do the work!
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Lesson 11 - Outsource cheaply
If you can avoid it, don’t hire another company to do your work. If there is something that you
can not do and you need someone to do it, you need to outsource cheaply. You can either find a
niece/nephew or a student or use Fiverr. Students are great because they need money, and they
usually know something that you don’t know. As much as you can, try not to hire another
company to do your work. Find a film student to make a $500 commercial vs. a film company
for $8,000. The film company may be 10% better, but who gives a shit.
Remember that you are learning to be a hustler; I’m not trying to teach you to be a CEO.
My relationships with people is going to be better, cheaper and more efficient than my
relationship with a company. A company that works under you is not interested in making you
rich. If I hire a company to get my site made, that’s just another piece of work on their list, and
they’re only thinking of how they can get more websites done for more money; the person has
one task, “make the website in the way that Andrew wants it done.”
The company has two tasks: Make the website in acceptable way as cheap as we can;
Find more websites to make. On top of that, they’ll have two options: Deliver the website fast
and on time; or, Take on more work from other people, take your money and do it later.
(If they’re smart, they’ll pick number two.
REMEMBER, COMPANIES HAVE A DIFFERENT OBJECTIVE OTHER THAN KEEPING YOU HAPPY!
Lesson 12 - Invest as little as possible
It’s very hard to fuck up if you don’t spend money. Now, if you have a very successful business
and you don’t spend the money to upgrade yourself, it’s easy to fuck up. For example,
Blockbuster was just sitting around waiting for people to rent videos for years, and they didn’t
invest in a streaming service like Netflix did, so they ran out of business. They should have
spent money. But at the beginning of a company, if you don’t know the viability of your
business, you shouldn’t spend any money that you haven’t already made yet. (or as little as
possible) 99% of all new business fuck-ups are “I spent cash, and now I can’t get it back.”
If you're reading this and you’re broke living with your Mom, (in a way), you’re lucky! If
everything goes wrong, you still have a place to sleep, food to eat, no mortgage or car payment…
You can (and should) spend money on education, what I’m saying is; don’t spend money on a
warehouse if you ain’t got a single order yet! Pay for that shit with the money you get from
orders. Only spend money on a thing that’ll make money or save time in your business.
Spending money on YouTubers to review products will CERTAINLY bring in more orders than a
shitty office space will.
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LESSON 13 - BUSINESS (COMPANIES) WON’T LAST FOREVER.
This was my BIGGEST mistake at T2 (ad company). You need to get rich first and put yourself
before your business! I was SO desperate to keep my business afloat that I wasn’t keeping any
of my own money. If I had focused on getting myself paid first, when it all blew up, I would’ve
been sitting on half a million CLEAN. Instead, because I didn’t follow this rule, I was broke.
This business wouldn’t ever be able to exist today anyway. Do you think I could get rich calling
people on the phone and trying to get money to put their product on T.V?? People don’t even
watch T.V. anymore. Besides, you can send 500 pounds to some YouTuber who gets you more
views with a targeted audience, and you get to track the clicks! If I told a blacksmith 200 years
ago that his mainstream job wouldn’t exist, he wouldn’t believe me. Every business will fail at
some point. The entire point of running a company is to make you rich! When your company
inevitably fucks up, you need to be able to abandon ship with suitcases of cash.
If you run a company that produces commercials and you already have a decent camera, but; a
10% better camera you want which costs 20k, was just released that will make your commercials
10% better, do you buy it? The answer is probably no. And the question you need to be asking
yourself in this situation is, “Does the layman understand why this is better when he sees the
product” “Would he even notice the commercial looks better than before?” If the answer is “no,”
you need to be pocketing that 20 grand. When your company inevitably fucks up, you need to be
able to abandon ship with suitcases of cash.
LESSON 14 - REPUTATION CONTROL
Controlling your reputation is very simple. You need to do more good than bad. You’re not going
to have people one hundred percent happy, but as long as you do more good than bad, you’ll be
ok. People don’t usually go out of their way to slander you unless you’ve really really pissed
them off. The easiest way to piss someone off is to ignore them. No matter how bad things are
going, or how often they’re blowing up your email, never ignore them. Try and find a solution.
People will only get worse and bitter when they’re ignored. If they’re emailing you, that’s less
time for them to be writing on blogs of how bad you are. The most important thing you can do to
manage your reputation is to take all the criticism personally so they can’t expel the criticism
anywhere else. If someone has a critique that’s completely unreasonable, you should still call
them and tell them you want to work something out, let them vent for a bit, and it will be much
less likely that they’ll continue to spread crap all over the Internet.
*It's easy to find customers on the internet, and it’s easy to lose customers from the internet.
If someone’s upset, talk it out with them instead of ignoring it.
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10
LESSON 15 - THINK LIKE A BUSINESSMAN
You must change the way you think about money by only thinking about money in all areas of
life. 99.9% of people go into a coffee shop, they buy coffee, and sit down. When I go into a
coffee shop, I go in, I look at the prices of the coffee, I look at how busy the place is, I buy my
coffee, and I sit down. And then I think, “If I had to run this, would I make money?”
-
Is there a way I could run this business and make more money
How much do I think/estimate the rent is for this establishment?
How much are these coffees
How often is it this busy here
Do they sell cakes and sandwiches to make extra revenue?
Who is the main customer? Looks like it’s mainly businessmen. How can they attract
more businessmen?
If I opened a coffee shop right next door, could I beat them?
Are these coffees expensive? Are they even good??
You need to start training your mind to think of how this business works. Think profit margin,
rent, overhead, and quality of the product. Are they missing out on selling anything, is there
something they need more of, or, any tips/tricks they’re missing? When you eventually start your
own business, you’ll have identified some mistakes and changed them for yourself. This is what
rich people do. When rich people see that money is being exchanged, they think of how, why,
and who is benefitting.You have to start thinking this way with every single business you interact
with. And see how you would compete with them, or, if you had to run their business, would you
make a profit?
Lesson 16 - identify all the ways you can do your job better
A lot of people don’t try at all with their jobs. If you are an “employee” right now, you're
probably lazy. Make a list of ALL the ways you could do your job better:
you could work faster, make more phone calls, you could care more, you could do the entire 9
hours without long bathroom breaks on your phone. Why don't you do these things? The main
reason is probably that you’re not incentivized to do so, if you’re in a job right now, the fastest
way to get a pay raise/what you want is to think “I need XYZ to be incentivized enough so I can
go into my job and work 100% 9 hours a day here.”
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11
Most people would be surprised at how easy it is (especially at a smaller company) for you to go
into your boss's office and say: “I think we could be doing x thing to make y amount of money,
and I want z list of things for doing it.” Tell your boss you’ll do x thing first, and then once the
money starts rolling in, you want z percent of that money.” Your boss will likely say: “If you can
do that and make us more money, do it.” If it works, you will now be rewarded more for it than
if you had just done it and not told your boss you were going to try this new thing. As long as
you don’t lose them money, “oh well”, you tried it out, now back to doing what you did before.
Bonus Lesson - DON’T QUIT YOUR DAY JOB.
If you’re not doing your job to the best of your ability, you need to be using that time to start
something else. (ex. You work the front desk for a hotel, and 90% of the time, you just sit there
on your phone waiting for people to come in. That’s the time you should use.)
After T2, I worked a job selling internet ads (hard time to sell tv ads cold calling) and I read
wikipedia 3 full days a week. I couldn’t afford to quit, but I really wanted to run a new ad
company. So, I started a new company called “Vixels”; for this company, I’d send Tristan leads
from the companies who already bought big internet ad campaigns and try to sell them T.V. ads
as well. (since they could most likely afford to buy more ads and diversify to new places)
It was going to be very, very hard to sell advertising as I had a few years ago because we were
directly in the middle of the credit crunch (2008 financial crisis), and people weren’t buying like
they used to. (Once your side hustle starts bringing money in, then you can quit your job)
Lesson 17 - Don’t sell on price
People do not buy on price, they buy on brand. T2 competed on price, and sure, we lasted a
while (only because of using speed), but it would be impossible to keep it up in the present day.
The people who compete on price are going to beat you. Amazon sells a phone case for 89
cents with delivery from China. How they make money, I have no idea, but there is so much
production and manufacturing from southeast Asia; You will never catch up(when you compete
on price) Here in the west, we have the advantage of having: Branding, Quality & Reputation. To
market ourselves with, These are things you need to sell on to be competitive.
The easiest way to get MORE money is to build your reputation and credibility in whatever field
you're working in. As your reputation increases, your price will be able to go up with it. There’s
a limited number of customers in the world. (really great example in premium version at
https://payhip.com/b/NHbgJ )
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12
People who sell on price do so because they are lame. They are cheap because they are lame.
You will have more problems and more complaints from people who buy cheap things than
people who buy expensive things. Because of ‘Perceived value.’ They don’t believe in the
person selling it, they just think that if it’s shit, it’s not that big of a risk because you are cheap!
Lesson 18 - Shut the fuck up
Most people start a business and start making some money and then they will tell everyone
everywhere all the time about it, and it is incredibly annoying. (It’s crucial not to annoy your
partners, you can be a very valuable asset in many realms as a business owner, but if your brain
is splittingly annoying, people won’t want to work with you). All they talk about is how great
they are. It's an ego thing 100%. You don’t learn anything by talking, only by listening.
Whenever I am around people who are making money, I don’t talk (about my own shit, I just
listen/ ask questions about them.) It’s different if they’re friends of mine, but if I’m meeting
businessmen and were interacting, I shut the fuck up and listen to them talk about how they make
their money. Anyone who is making money, knows something you don’t. There are lessons
everywhere. When you're interacting with someone that is rich, you need to say enough to
convince them to talk, but do not talk too much yourself. Only talk to you if you’re asked about
you. Bragging is wasting time. Learn from them, even if they’re a completely different industry,
BONUS LESSON (example of a good sales tactic)
When I was 20, I had another company for Tv advertising like T2 (at the same time as T2) called
“Angel TV,” . The point of Angel TV was:
-
-
-
If T2 was very close to closing a deal with another company, but they backed out last
second for any reason, “angel tv” would call them up with a slight discount for the same
product.
Say we couldn’t hook someone at $19,000. We (the same people) would call them from
angel and offer a “special one-time offer for $18,000” and try to get them that way
instead (even though there was really no profit in it...)
Lots of people in lots of industries do this when working to close a sale with their
stubborn clients.
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13
Lesson 19 - Attention is free advertising
We live in an attention economy. You need to get good at getting attention somehow. (Remember
to sell on reputation, credentials, and brand. That’s why this lesson is important overall). All
advertising is buying attention. You probably already understand the idea of viral marketing and
that there is no “Bad Press” Getting attention is a fantastic way to generate money. But a lot of
people get attention without monetizing it all over the internet.
I had a Star Wars thread on Twitter. I said something that pissed off the nerds, went viral and got
traction, and every tweet I made after that was promoting my website. I promote my site in a
funny way that would annoy the nerds even more while doing it in a way that would get more
interaction. This was specifically to promote my site from the very beginning. Get some attention
and find a way to use it so you can shamelessly sell sell sell. (another full page of gold on this
lesson in the premium copy that is good for learning how to garner attention)
Lesson 20 - Play on people’s insecurities
Promise in the ways you can to people that your product/service will resolve the things they're
insecure about when they buy from you. People have vices and insecurities; I made loads of
money with cam girls because of this. If you can find a way to twist people on those things, you
will make money. People can’t help but lose money at casinos, they love to see tits and ass, and
they’re desperate to have a hot girlfriend; that’s why they talk to cam girls.
Even if you're running a traditional business like a clothing store, people still like to feel
attractive, you have to twist that angle if you want people to buy. People subconsciously think,
“I want to be good-looking, I want to be attractive, I want to be seen as important.” That’s what
all these brands, like Porsche and Mercedes, do. They show you “Mr. businessman,” getting in
his car, he has a briefcase, Mr. businessman is in a nice suit, He has a Porsche, so he’s important,
you don’t have one, you’re not important, you’re a nobody, you’re a loser.
(Great camgirl example in premium version https://payhip.com/b/NHbgJ )
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14
Lesson 21 - Network is Everything
Everyone you associate with should be thinking about money. (most of the time)
If you are a LOSER, and you’re rolling with losers, you will certainly stay a loser!! People who
win want their friends to be winners too.
Avoid wasting undue time with people who do nothing but waste time.
The people around you NEED to be thinking about money if you want to be making money
(Sadly true, but still very very real). You need people around you doing important things,
(or working on them actively) The men you associate need to be on a mission.
I cannot stand being around people who are not on a mission. If you
need better friends, the war room will connect you to them.
If you hang out with video game playing losers (I know it’s easy to say “no not me”, but..) you
will stay a loser with them. Say you only have loser friends but you want to hustle, go re-read the
lesson on staff.
Then, Say to your friends “I want to start this company, I have roles for each of you, let’s do it”
If they say: “aww no, I’m tired, I don’t have time, i don’t want to because I’ll get burnout”,
Stop spending time with them. (Don’t be rude, simply remove them from your life.)
LESSON 22 - KEEP YOUR PANTIES DRY TILL THE BIG GUY GETS HARD
Don't be “giddy”.
Don’t be getting overly excited like a schoolgirl over money you’ve already made; and
especially not over money you haven’t made yet. It does not serve you in any way.
Money comes in the door on Tuesday. On Wednesday, I wake and find some more fucking
money. Yesterday’s money DOES NOT EXIST, Don’t live in the past, that’ll sink your business
like almost nothing else. Every day you need to find more. (If you don’t, your employees and
your future great grandchildren will suffer because you’re giddy like a school girl for fucking
cash) When it comes to making money, you need to act like James Bond seducing a woman.
(he doesn’t go “oh golly! I'm so ready to see your tits, you seggsy russian spy, you’re so hot! )
(Again, amazing examples on this in premium)
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15
Lesson 23 - Send people their money back
This is my business hack. Nobody does this! But it works brilliantly! How many times have you
bought something, but you looked at your bank after and thought “hmm ya that was a bit of a
waste of money, wish i didn’t do that”
This worked time and time again for me at T2
A client would send me the money for their ad. Everything would be done, I had their money, the
ball was moving, and then I’d reach out to say something along the lines of
“I don’t believe that now is the optimal time for you to start your campaign. Two weeks from
now, it looks like there’s a better opportunity and I’d really like to start showing your ad’s then.
We both have a vested interest in this working, I don’t want to just take your money; I’d like to
see this pay off for the both of us so we can do alot of business in the future… We can still do the
campaign, I’m gonna send you your money back, let’s start this back up in 11 days; there’ll be
greater opportunities then”
So I'd send their money back! And they’d be like “what the fuck? I tried to buy from this guy, he
didn’t let me because it wasn’t super beneficial.. And he ACTUALLY sent my money back??”
Now he has much more trust for you! No one does that!
Then, when I called him back a week later; bang!
“I’ve got a fantastic opportunity now, let’s jump on this right away, this slot is prime, we’re
gonna sell so much product with this spot, it’s only $3,000 more, I’m very excited about this
opening.”
Every. Fucking. Time. They’d buy the upsale. I got 3,000 more dollars and their future business
just for waiting on the money for a week and we both went home happy. I did this with everyone
I could. You build up so much trust in the present that they’re happy to send more money later.
Tying back into an earlier lesson; you shouldn’t sell on price, you need to sell on reputation.
When you send people their money back, it builds immense trust and that’s how I was able to
raise my pricing.
Even if you’re selling e-books; message your customers “I’m updating this copy, it’s going to be
so much better than the current one, I can’t wait for you to see. Here’s your money back.”
And raise it from 17$ to $25, offer him a new product that goes well with the e-book for $10.
Sell both to this guy you’ve built an immense trust with? The psychological effect this has on
people draws them into you much more than just selling a good product.
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16
Lesson 24 - You have to hard-close
This one is the example of what the premium versions look like, there are more real world
examples and implementation strategies in these.
Many of you already understand this. Hard Closing is why we do things like
“false urgency” (such as buy now/running out of time limited availability etc)
“If you don’t buy now it’s going to be very hard to get this deal later” for example..
I’ve tried Soft Closing and Hard Closing in sales, and hard closing is just simply better.
With hard closing you will lose some people, but, the people you close will outshine those you
lose. I see so many businesses closing softly and they just wait and wait and wait. It’s better to go
hard and just get the business done OR NOT.
Say you have 10 potential leads,
it’s way better to come in hard like RAMBO, close 5 and lose 5
then it is to sit on 10 waiting around hoping they come, getting 8 but losing twice the time in the
process.
Waiting on people fucks with you mentally, and it messes with your estimated numbers.
When waiting, you have to think & crunch numbers(wasting time).
“ooh maybe tomorrow we will have money”.
NO. Blow the shit OUT THE WATER, get some “definitelies”.
A definite is better than a maybe,
“Oh I’ve got this maybe, this maybe, this maybe”.
Why are the maybes? Make a phone call and figure it out now.
Tell the “maybe”: “Look, we’re filling up for the month, I want to do business with you, i feel
like we can do some really good business, I understand you may not be ready to move ahead
right now, but, if you can, since it’s the last slot I have for the month, I'm Prepared to give you x
amount of a discount, yes or no?”.
“Ooh no I can’t right now yada yada yada”
“Oh ya, no problem, we’ll speak again in a few weeks”.
that’s fine, fuck them off, bye! NEXT, NEXT, NEXT.
Do not sit on “maybe” any more than absolutely necessary!
Someone eventually will say “ok ya, let’s do it”. But the amount of stress that comes with
constantly being in your head thinking about when this client will say yes often is not worth it.
The saying is “a bird in hand is worth two in the bush”
Don’t fuck around with maybes, you’ve got to CLOSE. People out there that want to do
business with you either do or they don’t.
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17
Everything is already a maybe “maybe I’ll go to the moon, maybe I’m a fucking
ASTRONAUT” is a “NOT FALSE” statement.
LESSON 25 - BUSINESS AIN’T REAL TILL THEY PAY
By this I mean “The money isn’t real till’ it’s in your account.”
I had the opportunity to close a deal at a big snack company the U.K. They wanted to do
business with us; I sent them the contract, they signed, and the deal was done. (but no money in
the bank). Out of nowhere, the head of marketing got sick. I got an email saying “Hi, I’m on
unexpected leave yada yada yada”
The managing director didn’t want to start on anything while the marketing manager was away.
Because nothing was getting started, he just wouldn’t pay the invoice. She ended up not coming
back. So, he just basically said “Fuck em’, sue me.”
He was the managing director of a billion pound company, and even though they signed the
contract, he knew there was nothing we could do about it. If we tried to sue, it would’ve been
dragged out in court wasting all of our time and money. (and they had better lawyers) Even if we
won (we wouldn’t) they would’ve waited years to pay anyway.Again, the business ain’t real till
there’s money in the bank. Period. It doesn’t matter if they’ve said yes, signed contracts, you’ve
already started on the work etc. it’s not real till the MONEY IS IN THE BANK.
(Bonus Description) When Tristan and I realized that money was never coming, it was the
closest I’ve ever been to feeling genuine depression.
We got giddy for money, so excited about money that wasn’t in the bank yet talking about where
we could go, what we could do, and we lost our sense of staying professional.
LESSON 26 - STRESS TOLERANCE
***You must learn to care about things Mentally, but not Emotionally
How successful you are as a hustler is DIRECTLY LINKED to how much stress you can
tolerate. When you’re making money, most of the time, what you are doing is just taking stress
off of other people. Money making is only stress tolerance.
Take for example a cleaning service, you’re just taking the stress of cleaning off of someone else
in exchange for cash... You need to be able to deal with stress because things are going to be
going wrong all of the time. **You have to be able to just “ride the waves”. (stoicism again)
In life there’s a few kinds of people, here’s two common examples to compare… (more in
premium…)
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18
(Your employee comes to you)
“Andrew! The websites went down, and PayPal blocked us, and… !”
You have to sit there and go “ok I understand, let’s find a solution…”
Stress tolerance is a huge part of this
(being able to bounce back and get up immediately after getting Knocked down and set back
even though inside you’ve got pure cortisol in your veins)
For most of you, the reason you are not successful now is because You can’t tolerate stress.
You do know what to do, you just don’t want to take on the stress to do it.
Lesson 27 - SELL THE NEED.
The way you sell protein shakes is to convince them they NEED it.
One of the most basic tenets of business is convincing “need”. You don’t talk about the product,
you talk about THEIR NEED FOR IT.
Selling protein shakes is like - “You need this to get big and strong, why are you wasting time
in the gym, you won't get the peak results without my product!”
Not - “My protein shake has 20g of protein per serving from pea’s, x carbs and it's cheap and…”
I sold the need to this which is “you need to know what I know about business to get rich”
I don't care if you’re selling raspberries!
That’s what they did with goji berries! YOU NEED THIS SUPERFOOD!
Coffee shops make this mistake all the time, they’ll sell on price, try and provide nice chairs
inside etc. If I were to start a coffee shop, I’d put a nice big sign outside that said “Tired? Nice
warm coffee inside” because EVERYONE IS TIRED AND STRESSED.
I don’t say dork shit like “Drink this coffee, it's made of arabica beans in and It's in a funny cup”
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19
28 - Stay Away from Contracts
-Until you are a big rich company/have lots of money in the bank; contracts are not real.
Legal paperwork is not real, verbal agreements are not real, none of these things are “real”
Look at my contract example from lesson 25: They signed the contract, they owed me tons of
money, If I took them to court, I would’ve spent loads of money, and they wouldn’t have even
paid me in the end.
***Legality isn’t real at this time because legality does not follow rule one. Remember rule 1??
Speed! And lawsuits are… Slow!
Lawsuits are super slow, and that is a luxury you do not have as a newer smaller business.
It will take years for a maybe. And even if you do get a yes, they can extend paying you several
more years.You want to build your payments feasibility of coming through based on trustful
relationships, that is basically the only option you have anyway, until you're a really big
company, contracts are just an illusion anyway.
Mutual Interest is better than contracts. “Mutually assured destruction” prevents nuclear war, not
some “words on paper” like a United Nations treaty saying that “you’re not supposed to nuke
each others countries.” Suing people as a hustler will not ever get you rich!
29 - Make sure you need your partners, and that they need you Make sure
your employees need you/
I knew a guy who started a successful business with two colleagues, they each had 33% so the
other 2 together had a majority of 66%. One day he walks into work and they fucked him out of
his own company, he got nothing. They did this to him because they didn’t need him anymore. It
wouldn’t have been advantageous for them to do that if he was the only one who could do a task
which was keeping that company afloat.
Make sure you need your partners. Because if they look at you and realize they don’t, they’ll
likely get rid of you. And if you don’t need them, you should’ve been doing it on your own
anyway.
Running your own company as the absolute majority is great. You can go back and take the top
salesman of your last company, make him your number 2 and now you effectively have a partner,
but all decisions are ultimately up to you and…..
(more crucial knowledge in premium version -----> https://payhip.com/b/NHbgJ )
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20
30 - Every Purchase is an Impulse Purchase
Even if you’re thinking of buying something, or, someone is thinking of buying from you; the
moment they decide to pull the trigger and buy is an impulse purchase.
That’s why people are Hard Closing to really sell.
You should do a lot of research yourself on impulse buying and consumer data yourself as well.
Every single time someone buys something, the moment between them buying it and the money
leaving their bank, they’ll think “Hmm.. That’s a lot of money I just spent, was it worth it?”
Don’t think that you're any better for selling a “considered” because you're nothing is considered.
A house, a car, a bike and a sandwich, the moment they buy is all up to impulse.
-All purchases are impulse buys & People do not buy on price
How does a real estate purchase make you buy on impulse?
They tell you other people are looking to buy it too. (false urgency)
If I say “you can have this pen for x amount today, or, you can come back at any point and get it
for the same price” you’re probably not going to buy this pen. Because why would you?
Lesson 31 - Sell your Clients Future (Promise it)
**When you talk about the future, you presume the present.
When you tell your clients “We are going to work together for a very long time, in the future, I’ll
be able to provide you with this great thing.” You are insinuating that you two are already in
business together. You’ll be much more likely to sell now if you proclaim the future.
(ex. On how to do this with women even in premium version)
I know what’s going to happen now because I know what's going to happen in the future.
(good example in premium)
Compare these two pitches:
“If you buy my ebook, you’ll see why girls are texting you and what they mean by it.”
Vs.
“After you see my ebook, you’ll see what girls mean by what they’re texting and it’s going to go
exactly as I’ve told you.” You can sell with the future on a 17 dollar ebook, a $500,000
advertising deal.
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21
“With your website, in 6 months, we’ll be able to put in this fancy backend processing part of
your merch shop once your sales improve from this site…”
32 - Sell the Result (pt. 2)
Selling the product is
-I have an ebook, and I’ll deliver it to you instantly after buying. It has 80 pages and 20,496
words and it talks about how to pick up girls.
Selling the result is
-”You’re going to understand women & You’ll have a better sex life & You’ll have better
relationships for the rest of your life & lots of women in your bed.” Which would you buy?
…
Lessons 33-37 Do Not Exist. Here are some Business and Lifestyle quotes by Tate to chew on.
33. Time is the enemy of the rich man, so the rich try to save time.”
34. “Emotional Control” isn’t a lack of emotion. It’s a necessary function of maturity
35. You know exactly what to expect from an enemy. An enemy is going to attack you and
you know how to deal with that.
A friend, on the other hand, can betray you. Betrayal is much worse than an attack from
an enemy for two reasons.
One, it catches you by surprise…
And the second thing is, your friend knows you well enough to know your
weaknesses and knows exactly how to strike.”
36. Depression is not real. Feeling depressed is real. So, you can feel depressed, but you feel
depressed and that is a natural, biological, evolutionary trigger for you to change
something in your life.
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22
That’s your own mind telling you ‘you’re unhappy about X’. If I went to jail today, I’d be
depressed because I’m in jail. I haven’t caught depression, I don’t have a disease, I’m just
upset with my situation.”
38 - Image Sells (remember this is the “hustlers” university)
There’s so many financial guys on twitter talking about saving money and it annoys me
intensely. They say shit to people like “It’s not about how much you make, it’s how much you
save” “Save, Save, Save; stay at home, going outs expensive”
“Don’t have a girlfriend, it’s expensive, just jerk off, Save, Save, Save.” It’s bullshit!!
You need to have a nice image of yourself if you want to sell things. Buy a nice car, wear a nice
suit, make sure the money keeps coming in, but keep your image up.
You may ask “But how will having a nice car bring money in”
Having a nice car is part of having a solid reputation as a guy who can get shit done and make
lots of money. You need a nice image, have a nice image, go to the gym; you need that to sell
nearly everything nowadays. Tight losers are tight losers.
I was a millionaire before launching any courses unlike these other guys who need to sell the
course on getting rich to get rich. Would you have bought this course from me if I didn’t already
have a bugatti and a big house and lots of women and multiple world championships won?
…
39 - Learn to Talk
I believe that outside of rule 1 and 2, that this is the most important rule to implement.
That’s why I wanted to include it in its full extent in the free version as well.
Everything in life is people going into rooms and saying things; politics, business, friendships,
everything.
You need to get good at talking.
(personal quote not from Tate: “The precise description of valuable ideas can lift you out of
poverty” -Unknown)
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23
If you have the “Gift of Gab” you can really and truly sell anything.
The better you get at talking, the better your sales.
The one skill you should focus on more than anything for business is learning to speak well
To speak “well” you must be learning how to talk more convincingly, learn how to put energy
into your presentation, learn to not be boring etc.
I have a body language course on cobratate.com (we will also have this course condensed come
february 1st if you want to really digest it)
In that course, I teach you how to present myself with body language and oration, it’s a million
dollar skill. (for additional knowledge, I, the annotator personal use the youtube channel
“charisma on command”)
I’ve been in too many meetings with people who have a great product, great price points, great
everything, but terrible speaking skills and that would be the reason why he lost and someone
else one! The presentation would be on point with powerpoint, but they just couldn’t talk
convincingly with that x factor stuff, there was no “Pa-pow”, no snap to it!
From getting women to selling a multimillion dollar company, you need to learn how to talk
pronto, it will help you in more ways than you can imagine.
The way I talk suits my personality. I needed to develop a specific style which suited me, but I
made sure to put loads of energy into the way I speak. My voice and words come out with a
power to them. Work on it hard enough and you’ll find a good method for you too.
Just ensure that you’re high in energy, move your arms around, go over the top for a bit and tamp
it down. You need to develop your own way, I can’t tell you that you should talk like me, but I
can say that high energy is better than low energy almost all of the time.
Some are engaging because they laugh when they talk, there’s loads of ways to be engaging.
The next time you talk to someone you think is engaging, find out why and learn from them.
Even if your shit in bed, it’s better to be high than low energy.
***Train “umms and ahhs” out of your brain. If you can’t think, take a pause and look
mysterious like James Bond. Breathe. Be concise and deliberate. Maintain high energy. Find
what engages you in other speakers. Develop your own style. Check my body language course
and work hard at it; You’ll do just fine.
***Ahh and Ummms lose you deals.
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24
Client asks you “How does the flux capacitor work”
IF you reply with “ahhh, ummm, uhhh, well it uhh, starts with I think it's a coil that ummm”
Even if you dont know how the fuck it works, when the client asks;
“How does the flux capacitor work?”
You say immediately: “I’m going to tell you exactly how the flux capacitor works, let's pull up
this diagram so I can show you in a smoother way”
Think about what you’ll say as you're speaking “I'm gonna tell you exactly how…” and maybe
even learn how it works yourself while you bring it up in the diagram.
The second way is at least more likely to land you the deal than the first one!
Both times you're pausing to think, I just did it in a way that I don’t sound like a moron.
If someone does the first one when they’re selling to me, I won’t buy from them. Because I don’t
talk like that.
Lesson 40 - Everything will go wrong all the time
This is why you need a high stress tolerance and it’s also why you need rule number one.
Your best weapon against things going wrong is speed.
Speed defies gravity; if you get water in a bucket and spin it around really fast, the water won't
fall out, as soon as you slow down, everything falls out on the ground. Speed is that powerful
Everything needs quick reactions and fast workers with high stress tolerance, no matter what the
issue or ailment. As long as you keep this going, your business stays alive
Say you’ve got your business running, then your backend fails. Most people stop taking orders,
not mine, as long as I’m staying on the payment processor my business is running, but, we must
plug the hole and stop the leaks fast. I’ll deal with the shit show, but I’m not turning off my tap.
You will only lose when the tap stops flowing.
You will sleep less, be more stressed out (high tolerance), you’ll tear through it manually and
things will work out. Do not stop the tap from flowing. Ever.
If everything goes down, the first thing you fix is how to receive payment, worry about nothing
else. If you’ve lost the ability to get food, water, shelter and oxygen, you get oxygen first.
Customer: “I bought something from you and didn’t receive the product” (on email)
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25
You: “Oh, sorry about that, please tell me the time and date” (you find time and date of payment,
see he paid, ask what he bought and send him a free gift with it)
41 - If you can find a loyal person, find them a job
Most people hire because they have a position first and they look for someone to fill it next.
I approach recruitment the other way around; I try my best to go through life looking out for
someone who will be a good fit for my leadership style (which is do whatever the fuck I say and
quickly) then I find more work. Work is a blackhole, there is always more and it’s never done, so
I find something for a good fit, even if it’s just to retweet tweets for me all day, it’s still work.
Don’t turn down people you think could be good because you “can’t find work.”
You shouldn’t be running a business if you can’t find more work to be done.
As more legitimate roles appear in your company, reorganize the guy tweeting for you and move
him into the marketing director role or something.
***Don’t throw away loyal people because you don’t know what you’re going to have them do
straight away.
----------------------------------------------------------------------------------------------------------42-84 in premium…(along with the full amount of knowledge not cut out of each of the lessons
in this version)
*** Remember the Premium version gives access to our private
networking group on telegram!
For any business ideas or networking opportunities you’d like to share with us, send an email to
quickaccesspdfs@gmail.com
---------------------------------------------------------------------------------------------------------------------
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26
Lesson 85 - Everyone Loves a Winner
This can literally make your company PROSPER or FAIL.
NEVER EVER ADMIT A PROBLEM OR A WEAKNESS (To those outside your
company/inner circle depending on issue).
NEVER ADMIT THAT YOU ARE STRUGGLING IN SOME WAY.
There’s a guy on Twitter who was asking people to “sign up to his email list because it’s been a
hard year.”
That does NOT make people want to buy from you! Everyone wants to buy from a winner.
(Except your auntie who pity buys your bullshit soap holders on Etsy that nobody else wants)
You need to come off like “My business is so great, we make so much money, we have so many
clients, people are wanting to buy from us, people want to work with ME! And so should you.”
If you come along like: “Oh you know uhhh, we’re new, we’re struggling, we’re small, but we
value each customer cause we’re small!
NO!
“We’re small, but we make A LOT of money because we do a very good job for OUR clients.
Everyone loves a winner, they will love you more if you’re a winner.
***EVEN IF YOUR WAREHOUSE IS ON FIRE.
The first thing I do when my warehouse is on fire is I tell my salesman to call everyone up and
get some orders in. No matter what,
MONEY. IN. THE. DOOR. We need more now that all our product is burnt.
That’s all that’s gonna fix your problems in business. More. Money. IN!
I don’t say: “Send an email out and let everyone know that our warehouse is on fire”
[if you could just help us out In these hard times, maybe donate to our go fund me please!]
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27
Sell some fucking bouncy balls now, fix it later (with the money from 2 seconds ago)
“Only Women, Children and Dogs are loved unconditionally; A man is only
loved under the condition that he provides something.” -Chris Rock
Lesson 88 - Develop a PHONE ADDICTION
This maybe isn’t good for your “mental health or your happiness”, but we don't believe
in burnout anyways.. So, that aint real.
I'm very successful and in the realm I'm in now because of the amount of time I spend on my
phone, it allows me to do so many things. People who do not have phone addictions will do this
: Tweet once, send a couple of emails, put their phone away and go about their day.. that's not
how you get ahead. (with a phone addiction again, I am in my position because --> )
I'm successful on the internet mostly because, with my phone addiction,
I produce LOADS of content, Look at: The amount of original tweets I produce, the sum of
original ideas I have and execute on, the two Youtube channels, the amount of course ideas i
have and make, the amount of speaking I do, the amount of strategies I lay out, the
amount of instagram stories i post, the amount of pictures i take… I am ALWAYS ON MY
PHONE. If I'm awake, I'm probably on my phone, ask anyone who knows me, they’ll tell you
I'm always on my phone because IT ALLOWS ME TO DO SO MANY THINGS.
If you're sitting there on your phone and you don't know what to do, here's a very very simple
thing you can do to start making more money.
Go on your phone.
Look at all your apps, delete all the games and bullshit.. I don't care how far along you are in
candy crush.
Then look at all the apps that COULD MAKE YOU MONEY, and put them on your front page.
(such as twitter for attention and email for networking and connections)
Then sit on your phone and refuse to put it down for three hours.
Go through the apps and just FIND SOMETHING, you will find something. (It's surprising,
just dont dick about on there liking girls "fitness pics" boinking off)
Just sit on your phone and DO THINGS with apps that can generate money
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28
You'll open up twitter: “Oh ya, this guy, I haven't heard from him in a while, I'll email him.
Open up your gallery, O.k., I got some product pictures, ok this product would look good like
this, let me take some new pictures, tweet that out..." Just sit on your phone and DO THINGS.
Simply put: "...without my phone I Can't make money; with my phone I can make money…”
DEVELOPE A PHONE ADDICTION AND YOU'LL INCREASE YOUR INCOME. (don't just
scroll through reels mindlessly though obviously..)
Lesson 89 - Nothing is “Too Good to be True.
Maybe in life there are things that people can say are "too good to be true…” BUT, as far as the
things that you sell.. NOTHING is too good to be true...
Everything that you sell is the BEES KNEES. What you sell is amazing.
This whole "Modesty & Honesty" shit ain't gonna get you to the top.
You can speak these things into existence! I've worked so hard on my projects and courses
because I've TOLD everyone how great it was going to be.
If I sold softer, didn't tell everyone how fantastic it was going to be, I wouldn't feel an
obligation to try as hard.
"You're never going to have a copywriter as great as me. You'll never have a copywriter as
skilled and punctual as me!"
You will be a better copywriter for that person than if you did not say that.
*** Nothing is too good to be true & You can speak that into existence.
I used to tell my camgirls this all the time.
They'd say: " Guys keep asking me what i do in my private shows"
Tell them you're going to give them the best private show of their lives!
Guys hear that and ask: "Really? How? What're you going to do?
Girls reply: "You're going to have to buy it to find out, but I guarantee that I'll blow your
mind."
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29
Maybe she doesn't blow his mind, but he still loves it because he's drunk and she's hot. Nothing
is too good to be true when you're selling it.'
We live in a world where it's difficult to get people's attention, so if your offer does not sound
ABSOLUTELY FANTASTIC people arent going to be interested in it.
We live in an instagram world where it seems like everyone has super cars and perfect bodies,
Lesson 90 - Learn to Spot the Bullshitters
This is important for:
-People you do business with
-People you partner with in business
-Clients
-And life in general
There is a very easy way to spot bullshitters. And what you're usually looking out for is whether
people who claim to have money, actually have money or not, because everyone likes to pretend
they’re bigger and badder than they really are.
I think the easiest way to spot someone who is bullshitting you about their abilities in
business is to look at the car they drive.
I refuse to believe that there's a man out there who is a multi-millionaire who still
drives a shit car. Yes, I know there are some dorks out there (Warren Buffet)
But, likely, if they have millions and they still drive a beat up 2001 honda crv, they're the kind of
client you don't want anyway because they are super tight fisted..
I see so many guys on twitter like "I'm an 8 figure e-commerce guru multi millionaire" and they
still drive a shit car. I don't believe you have 10's of millions of dollars and dont have at least 1
lambo.
LEARN TO SPOT BULLSHITTERS.
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30
I get email propositions twice a day (now it's thousands)
"Hey Tate, I have a perfect opportunity for you.. i'm an 8 figure.. 9 figure. blah blah blah"
Same for people who want to try and work for you, such as salesmen for example. What car is he
showing up in? If he turns up in a nice car, it means he sold SOME product
for the company he was with before! He shows up in a shit car, he didn't sell much.
"I was the top salesman at my last job!"
Then why the fuck are you in a toyota carolla?? I'll ask people this straight forward.
If they say: "Well, I WAS the top salesman at my old company, but the commission was shit
and that's why I'm here"
THAT'S FINE. There's less of a chance that this guy is a bullshitter if he explains it in that
way after claiming to be the “top salesman at wherever he was before.”
But if he goes along the lines of "ooh ooh ummm well..." you should spot that AS A
BULLSHITTER
(use a little intuition as well of course, if he's a truly great salesman, he shouldn't be stuttering
like that from such a straightforward question though in the first place...)
You need to put people on the spot before going into business with them. Don't let anyone LIE to
you, don't let anyone "FAMOOSE" you
If you get Famoosed, You're a Goose.
(This is a word I invented in my T2 days)
Geese are for fameesing and Goose are for famoosing.
I know you're thinking, “wtf is Tate talking about?”
"Geese" are all the people out in the world.. Once you start interacting with them, and get
to know one of them a little more personally, they go from one of the "Geese" to a "Goose"
SO. You "Fameese the Geese”, to make one your Goose.. And you Famoose the Goose, to
get to the Cash.
DO NOT LET some Idiot FAMOOSE YOU by bullshitting YOU into TAKING YOUR
MONEY & OR TIME WHEN THEY ARE A LIAR.
(Famoosing is not lying, it's playing your cards properly, but if someone lies to you and tricks
you into coming up short in an interaction with them.. You've been FAMOOSED!)
DO NOT BE A GOOSE FOR SOME DUDE TO FAMOOSE!
YOU ARE THE FAMOOSER AND HE IS THE GEESE!
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31
(If you dont know what the fuck im talking about, check it out on my youtube channel
@coursescondense and look up the lesson #90 to watch tate say it himself...)
BONUS LESSON - LISTEN TO PEOPLE WHEN THEY PITCH (AND YOU KNOW
THEY TRY TO MAKE YOU A GOOSE)
Even the other day, a guy tried to get me to invest into some amazon store for 30k.
I asked him "So, how does it work?" (You should let people talk, they'll tell you their ideas and
you can use them yourself with speed and some of my other lessons.)
He said some bullshit like " ohh well, we get sofa's for $10, turn them around for $10.01, build
up a bunch of positive reviews.. then we get to the top of the amazon listings
start selling them for $15. You get that profit till we double your money or more...we do
everything for you from start to finish, it costs 30 grand.." some bullshit like that.
Tate to seller: “Ok, Ya, but there is no guarantee, there's a big chance you can get me for 30k,
then you disappear. Where are you based out of? We can have a personal meeting.”
Failed Fameeser: “No we cant, because this and that and we are in Taiwan and…”
I let him talk, now I have his idea. I came back to him later on and I said to him:
"I’ll do it if you give me the store for the first week for free, if I like it I'll buy it."
He didn't want to do that.. And that was the end of that.
Lesson 91 - WHY? (Find out the “Why!”)
A Lot of you with businesses will get sales, with those sales you get some good analytics on the
buyers... You know "How" they bought (credit card), where they bought (on your website), you
know where they heard of you from (a referral code from your friends page) etc. BUT YOU
DON'T KNOW "WHY" THEY BOUGHT. You don't know why they bought from you vs.
anyone else selling what you have! (and sometimes you don't even know WHY they wanted that
product in the first place)
When's the last time you've asked someone WHY they've bought something?
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32
Say you sell little electric motorcycles. Why aren't you asking people why they bought your
product?
Say: "I saw you bought our motorcycle online. Wonderful choice it's a great product, why did
you decide to buy this product from us?
Customer who already bought: "Well, i needed an easy way to get to work during rush hour in
the city and i needed something small enough to bring in the elevator with me"
Now you know you should put more effort into marketing it for people like him and that you
should display that it folds up so it's small enough to fit into the elevator with
you or something...
Everyone cares about the Hows, Whens, Whys etc. No one looks into the WHY though!
“Why” is the ONLY one I give a shit about!
Take the War Room for example; I dont give a fuck that you bought with paypal via gumroad, at
7:33pm through a link on twitter.. NONE OF THAT HELPS ME SELL MORE TO THE WAR
ROOM!
I ASK: "WHY DID YOU JOIN THE WAR ROOM?"
Customer: "Because I wanted to feel like part of a community.."
Now, in the future I say "Want to feel like part of a community? JOIN THE WAR ROOM"
**Ask your top ten customers the “WHY” asap. Maybe 7 of them all have the same reason, now
you know WHY you're getting BIG CUSTOMERS. Identify "whys' " so you can make future
WHY'S. Maybe you get a bunch of "Well I trust you as a person, so I buy from you" or "You
were just the cheapest price" or "no one else ships to my area" etc..
The guy that runs the hosting for some of my websites knows his "why" he uses the hosting
service he uses for me. They have good customer service, they take care of the customer
problems well there so they work with him on the struggles. Even though I think their products
are shit, they have their WHY'S in order, and that's what's saving them
(customer service not the product itself)
(You should know the WHY on the brands you use and work with, the people you employ, and
the products you use as well. This is good for knowing purpose and
functionality but it also helps to identify some of the weak points you and your business have
through the deliberation of seeing why you used other products and services as well..)
***If you ask someone “Why”, and they say "because you're a great guy" and then YOUR
product fucks up... You have to now play on the fact that YOU are a great guy!
IF they say its because your product is CHEAP, and your product fucks up. Now you have to
offer a CHEAP replacement or a CHEAPER solution. (to keep that a client)
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33
People buy from me because they trust ME, and I provide RESULTS.
It's the only thing that sells. Even big companies fuck up on this. Take Evian water. I saw a
billboard of theirs that went
"from natural volcanic mountain springs 6,000 years old"
it should've said "Thirsty? Hydrate yourself with Evian (from natural volcanic springs 6000...)
With this course, I didn't say "Buy Hustlers University, we use the best cameras, and the rooms
we film in have solid oak walls"...
No! I sell the reason which is "YOU WANT TO MAKE MONEY!"
Lesson 92 - Everything is a Sell
I made the mistake of not making everything a sale at T2. Fortunately, “Dan the
crackhead” corrected it for me. I had the opportunity to get credit and I didnt take it. A client
came to me saying: "Hi Andrew, We were supposed start our campaign on the 10th, I'll need to
wait till the 15th because distribution isn't in place. We will have to push it back till then."
I replied "No problem."
It didn't make a difference to me. I booked the air time for the 15th, no big deal.
What I SHOULD'VE done is Put a SELL on it.
I should've said: "Ah, that's a problem, air time's booked months in advance… Are you certain
it's the 15th? Because I'm going to TRY to move this for you."
Client: "Ya, I'm sure it's the 15th"
Tate (taking credit for a sell): "O.k. Can you send me a written email confirming it's the 15th?
I'm going to get in touch with the T.V. channels because everythings already scheduled. I'll
pull some strings, I have some other clients buying ad space around the same time, let me see
if I can move some things around and I'll get back to you to let you know."
Client: "O.K. Let me know."
Then you come back to him 6 hours later saying: "O.K. we managed to pull it off.. New air time
is here.. Anything else?"
I didn't do anything, but I put a SELL on it.(and now I've gained the credit from it and now he
sees me as the guy who will work shit out for him when He has a problem later.)
Customer's company now thinks in the future: "Should we go with this other company?"
And the client you helped says: "Well, when we needed it, Andrew pulled strings, lets stay with
them."
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34
Dan taught me to take credit and look competent wherever and whenever I can. Dan was a
crackhead, but he was also a GOOD SALESMAN.
EVERYTHING IS A SALE, YOU'RE ALWAYS DOING THEM A FAVOR anywhere you can.
Client: "Hey I want to buy this product for my wife, but I don't want her to know what it is.
Can you send it in an unmarked package?"
Do I then reply "They already come in unmarked packages"
OR
Do I say "O.K. What's your order number? I'm going to make sure that I put it in an
unmarked box for you."
I don't do this with digital products, but any kind of physical product/ an in person service; I'm
ALWAYS going to put a sale on it, all the time.
Sometime's I DO have to do things, it's not that “easy” all the time.
MY POINT IS; Make sure the client KNOWS HOW YOU'VE WORKED FOR THEM.
Lesson 93 - Take Every Offer Seriously
I had a “potential” client for T.V. advertising at T2, I tried to hardclose him with all these tactics.
When it finally came down to it and it was either "do it or move on" time;
He said to me: "Andrew, I knew I never wanted to do T.V. this whole time, but when someone
comes to talk with me about something (offer something), I'll sit and I'll listen."
THAT IS A SMART GUY!
That is a smarter guy than the guy who goes (phone in hand) "T.V.? Ya, no thanks" *click”
Listen to people when they are offering you something. EVEN IF YOU KNOW YOU DON'T
WANT IT FROM THE JUMP
I knew I didn't want this guy's amazon store, still I listened. Now, I know his tricks and trade
secrets if I ever wanted to start an amazon store!
I learnt something for free! Take every offer seriously, don't let yourself get famoosed, don't be a
goose, but still LISTEN! That's all you should commit to doing, listen. Go along with it enough
to let them pitch you, just don't let it WORK. It's like when you're on a date with a bimbo, and
she says "I'm a good girl" and you go along with
it like: "oh ya, I can tell you're a good girl" when you KNOW she's a hoe! Don't fall for it,
some people will still fall for it (when they intended to just listen) BUT LET THEM
TRY! Because that's where knowledge comes from.
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35
On the flipside, when people aren't even allowing you to speak, make them LISTEN TO YOU!
BEEF PEOPLE! When I was running T2, sometimes a marketing director would just
completely ignore me, wouldn't even LET me TRY to pitch him. So I'd call up the
Marketing Manager and say: "Hey, just wanted to let you know, I was trying to give you guys
some advertising on T.V. with some free product placement and your director wouldn't even
answer the phone to SPEAK with me about it."
Next thing you know, the marketing director was calling me!
Make people listen to your pitch, and allow others to pitch you!
When anyone wants to pitch you…
Guy: "Andrew, I want to design your backend.." "Andrew, I want to run this Amazon store for
you.." "Andrew, I want to do xyz thing for you"
Sit back, listen and say back "Tell me why. What's so special that you'll do for me? Why should
I hire you?"
Guy:"oh well.. blah blah blah blah"
You: "O.k. O.k. no thankyou.."
How do you think I know so much shit?
The main reason people don't do this is because they're lazy.
If that guy would've let me pitch off the bat, he would've learned the difference between T.V. and
magazine advertising, why my company does it more successfully than others, why he shouldn't
waste his time with the newspaper ads... He would've learnt SOMETHING.
***Let people pitch you.. Just DO NOT BECOME A GOOSE!!
94 - You Don’t have to Understand it to Make Money
At the height of Bitcoin while everything was going wild on crypto, everyone jumped in and
everyone lost money at the time shortly after.
A business partner and I invested 100k in bitcoin at the height of it (lost it mostly)...
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36
For the next 3 weeks, while I was working on other projects, he was watching videos
on how bitcoin, the blockchain and exchanges work etc. He was sitting there watching these,
spending all his time on it and I went to him asking: "Why are you watching that?"
Friend: "Because we have money in and I've got to understand the market... and I have to..."
Tate: "No you dont. You don't have to understand something to make money from it"
Friend: “What do you mean?!”
Tate: "No matter how many videos you watch or how much you understand it, that won't
change the global bitcoin market! It's not going to go Up or Down depending on what
you learn; that wont change a thing!"
He disagreed with me and he said: "How are you going to put money into something you don't
understand?!!
***I understand Up and Down. It's either gonna go UP or it's gonna go DOWN. I don't
need to understand how the fucking blockchain works in order to make money off it..
3 weeks later IT CRASHED.
You know what the difference between me and him was?
In those 3 weeks, I made more money than him. I made most of my money back while he was
busy watching BLOCKCHAIN VIDEOS! DO YOU SEE THE DIFFERENCE??!
I utilized speed. NEXT! Open this business, next! Move this here, NEXT! Next, Next, Next!
Money, money, money. Oh, bitcoin is down? Whatever, got new money, money in, fast, next etc.
vs.
Him: "Oh, no bitcoins down?!!! But the blockchain says...!"
And then he starts WATCHING MORE FUCKING VIDEOS!
*****Does researching the blockchain increase the price of bitcoin? Yes or No??**
You don't need to understand the chemical composition of concrete to sell concrete?
What you need is concrete that somebody is going to BUY!
Money in and dish some concrete out, and if you do need to understand how it works, hire
somebody to understand it for you! People who think they need to understand something to make
money from it WASTE so much time! And you don't have that much time to waste!
To this day I have a over a million dollars in crypto and to this day I don't understand how the
fucking blockchain works; and I dont care!
My forex program is doing fantastic, I put up receipt after receipt, and a whole lot of people are
making a whole lot of money off of it with ME.
Do I understand ForEx?? No!!! I don't know how my traders come up with the trades they come
up with, but I'm still making money with it. I hired some people that know things I don't know in
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37
Dubai. I don't have to watch the Japanese market 14 hours a day like they do to make
money like they do now! Can you replace them? Yes or No?
Time is money, and (like the lesson earlier) any money you spend should go directly back into
making more money!
ANY Time, Money or Energy you spend on your business should correlate to MONEY IN!
Others: "But if I spend energy learning the blockchain, maybe I can hope to start a company
around the blockchain!"
You look like a geek. You do not need to understand things to make money from them.
WHAT YOU NEED IS people who are going to give you money for it.
I don't understand html or http or csgo, I just know how to utilize it to make it make money. You
need to identify a WHY and make people buy it from you.
Don't waste time understanding every little intricate detail, just take action with speed and get
the money in, use these other lessons along with that, and you'll do just fine.
(you shouldn't be throwing money into a company before it makes you any money anyway, so
don't use that as an excuse either)
***Yes, being super knowledgeable about SOME products is essential, and yes, it WILL make
you SOME money. I'm not saying to not do that, I'm not saying to be a dumbo;
I'm saying there are alot of people wasting energy on things they DO NOT NEED and you
should not do that. (there are some things you do need to spend time, energy and
money to learn, but they should directly affect your ability to get MORE MONEY IN.)
Lesson 95 - Politics is a MENTAL TRAP
I see a lot of people get into business and by extension, get into politics.. Politics is for BIG boy
business. Politics is for Amazon and Steel manufacturers who need to navigate tariffs who are in
tax wars against China...
YOU are a hustler. You will make MILLIONS of dollars and still be very small time. Politics is a
mental trap for you, a 5% tax increase should not be breaking threshold just enough to sink your
business (since you sell on brand, not price). Who the president is shouldn't be affecting you in
any serious way.
FORGET POLITICS. You have a finite amount of mental energy and you should not be wasting
it on politics. FORGET IT (until you are a multi multi millionaire)
If you are poor, just forget politics altogether, it's not doing you any favors. Until the one
percent tax increase loses you millions of dollars, politics don't exist.
Focus on making millions of dollars first and stay too busy to give a fuck.
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38
Lesson 98 - Alway, ALWAYS Sharpen Your Tools.
At T2 Advertising every Friday morning, we would all sit together and go through/practice our
advertising pitches. Even the guys that had been there for a year had to do it,
despite them knowing it word for word. The experienced guys would do it in front of the new
guys and they would learn something and the experienced guys would get even
better in the process. If your "Tool" is a phone pitch, practice. If your tool is an email, get a
copywriter to analyze it, or do some a b testing or set up a double blind study etc.
If you're getting leads through advertising, refine them. Always be sharpening your tools all of
the time because your competitors are, and you don't want to be the one left with
a blunt axe. In whatever way you get customers, even if it's seemingly perfect; consistently be
practicing and refining that skill. Try it another way with a new client, shift
up the process, improve it even 1%, just do it, this is what leads to money in the bank, so stay
on top of it. If something is working now, IT WILL PROBABLY NOT BE
WORKING IN 6 MONTHS.
Maybe there's a tool that's not useful now, but it will be in a year, sharpen that, stay ahead of the
game! Too many people find something that
works and they'll just sit on it. Can't sit on anything in this world, the world moves FAST.
Blockbuster: "Oh but everyone loves renting videos at the video store! Plus if you do netflix you
can't get popcorn!"
BOOM! OUT OF BUSINESS. dorks.
Salesmen become good by being THOROUGH. BUT, once they become good, they get lazy.
At T2, my best salesman became the best by following the script to the letter. However, once
they got on top, they felt like they knew everything and became lazy.
As a fighter, I won world championships with my jab cross. It worked for a very long time
extremely well, sure, have some alternatives, have something to add to it; BUT if i
get lazy with my jab cross and stop improving it. I AM DEAD.
If you're a sales guy and you landed a couple big sales last week, I guarantee that your sales calls
this week will be a little less thorough than they would be if you haven't sold in a
while.
You'll think that people are just buying from you EASY now so you'll get on the phone like:
"Hey man, you want to buy a tv?"
Gambler's Fallacy: Doesn't matter if it's landed on red ten times in a row... The odds of it
landing on red this next throw is STILL 50/50
This is especially true with anything online/digital. You have to stay on top of the new cameras,
tricks, editing tools etc. Imagine a guy who hasn't updated his equipment or
editing skills since 2009.
When instagram first came out, there wasn't an television advertising agency in the world
that thought "we may have to optimize videos for instagram" now there
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39
are a whole bunch of kids with i-phones KICKING THEIR ASSES at that game and they missed
out on Billions. Always stay ahead of the latest and greatest in your particular
game.. (don't be afraid to pivot and take risks, if you stop you die.)
(2 men worked at a lumber mill 10 hours every day. The first man spends everyday constantly
hacking away at the wood, working incredibly hard, fast and skillfully. The
second man works hard as well; but everyday, he mysteriously disappears for two hours before
coming back and starting work again. Somehow, everyday, the second man
ends up chopping more wood than the first. The first man asks frankly "How are you chopping
more wood? I work two hours more than you every day and I clearly strike
blocks faster!" The second man replies: Well, Everyday around noon, I walk back to my house
for a couple hours and I sharpen my axe)
Lesson 99 - Create Problems and Instantly Solve Them
WHY ARE YOU HERE? I Identified a problem and instantly gave you the solution.
"You don't understand money and it'll keep you broke, I'll teach you, just sign up"
"You can't write your ideas down properly, but I can sell you this pen."
"You're not reaching enough people, how can you sell more if you're not reaching enough
people?”
“How Can you be a serious brand without being on T.V.?"
"If you drop your bouncy ball to hard it'll break, but if you get mine it'll last forever, mine will
never break"
If you can identify a problem for people and couple that with the "WHY” question, you'll sell
ALL. DAY. LONG...
You have a problem; but, I have the solution
Wether its Jelly Fish scrotum or fucking Oil Pipe equipment.
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majido2427@mustbeit.com 17 Feb 2023
40
Lesson 100 - Buying from you Should make People Feel
- HAPPY & IMPORTANT Spending $200 on designer clothes happens because when people wear it, they feel happy and
important.
Most people are not happy and most people DO NOT FEEL IMPORTANT. So you need to
provide this feeling to ALL your customers as much as you can.
Even if you are selling gas valves or bouncy balls, send a fruit basket the next day for $20,
but it doesn't matter what it is, just try and make them feel valued
The reason I don't go mainstream with cold traffic like Tai Lopez is because then all my people
won't feel happy and important. You have stumbled across fucking gold mine of
knowledge that not that many people have seen (at this point)
I could spend tens of thousands getting myself on every youtube ad I can, but then this all would
be diluted and watered down.
It is more important that people FEEL important from doing business with you and/or getting
your products/services. Find a way to make all your clients feel prestigious, that'll
make a lot of repeat business & it will make it harder for competitors to steal them from you.
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paste please! This took us over 100 hours to complete setup and market, don’t be a dickhead!
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