Create Your Messaging Spine

Key Points:

0:00 – Software Update Announcement
The call opens with a reminder to log into the software because a new look, feel, and updated navigation have been released.

0:42 – Software Tours Available
There are tours inside the platform to help coaches understand the new layout and the coaching dashboard.

1:44 – Joe Adds Two Coaches
Joe shares that he added two new coaches through his LinkedIn process and continues to refine the same working channels.

2:19 – Batch Video Content
Joe shares that he recorded and scheduled several months of Instagram videos in one Friday afternoon.

3:02 – Shannon Adds a Coach
Shannon shares that she added Brian under the Denali Edge umbrella to expand her capacity.

3:50 – $15,000 Client Update
Shannon jokes that her $15,000/month client is a pain, but they are paying for it.

5:32 – RJ’s New Coach Momentum
RJ shares that he recently added a coach and has another strong prospect close to joining.

6:02 – New Software Navigation
The group discusses small rollout hiccups and confirms that items like the First Three Clients link will be restored.

7:36 – Turn Updates Into a Selling Point
BJ explains that software updates can be framed as proof that Focused.com keeps improving and innovating.

8:32 – Constant Improvement Matters
The point is not just the update itself, but the appetite for ongoing improvement, which Partners can share with their coaches and prospects.

10:27 – Finding the Prospect’s Gap
BJ asks RJ about the prospect who is close to joining and what gap is keeping him from saying yes.

10:39 – Business Acumen Concern
RJ explains that the prospect has a strong coaching and nonprofit background but worries he does not have enough business acumen.

11:48 – Formulaic Strategy Example
BJ compares business coaching to algebra. The coach does not invent the formula but follows proven steps.

12:50 – Strategy Is a Formula
Business strategies have repeatable formulas, and the software gives coaches a step-by-step way to install them.

14:22 – Ask What Is Causing the Pause
BJ explains that when a prospect is close but not moving forward, the coach should ask what is causing the pause.

15:21 – Why People Get Ghosted
Prospects often disappear because a concern, doubt, or pain point has not been addressed.

16:18 – Ask for the Missing Information
RJ connects this to his own process and notes that it helps to ask what information the prospect needs to make the right decision.

17:03 – Hidden Life Concerns
Sometimes the gap is personal, such as spouse concerns, college expenses, or fear around the financial commitment.

18:54 – Bex’s AI Automation Workflow
Bex shares that she built AI workflows that move leads from survey answers to booked discovery calls.

19:37 – Survey to Discovery Call
Every qualified lead that passed her survey in the last two weeks booked a call without her manually doing it.

20:06 – AI Summary Before Calls
Bex explains that before discovery calls, her AI sends her a summary of the prospect’s conversations.

23:04 – Google Yourself Follow-Up
BJ asks whether Partners completed the previous homework to Google themselves and review their digital presence.

23:19 – Bex’s Search Results
Bex shares that her real name competes with a TV show, so she uses “Bex” and ranks well with LinkedIn.

23:55 – Wendy’s Search Results
Wendy shares that her coaching presence shows up more than her musician identity, which was a positive result.

24:34 – RJ’s Search Results
RJ shares that his digital marketing background helps him own most of his name online, with results pulling in Profit Acceleration content.

25:37 – Message Flow Mistake
BJ explains that every outbound or inbound sequence is a message flow, and many people miss key elements because they do not study what the prospect is actually going through.

27:37 – The Messaging Spine Hack
BJ introduces a process for using AI to analyze prospect conversations and create a messaging summary.

28:32 – Save Every Interaction
Partners should save every prospect email, text message, screenshot, and call transcript.

29:36 – Use AI to Create Voice of Prospect
Upload emails, texts, and call transcripts into AI and ask it to create a “voice of the prospect” summary.

30:26 – What Are They Saying Without Saying?
Ask the AI to identify what prospects are thinking, feeling, fearing, or hesitating over.

31:21 – Build a Messaging Summary
The goal is to create a document that captures prospect fears, emotional triggers, hidden concerns, and language patterns.

32:44 – Rewrite Through Their Lens
Use the messaging summary to rewrite emails, quizzes, texts, and calls so prospects feel like you understand what is in their head.

33:16 – Understand, Don’t Manipulate
BJ clarifies that the goal is not manipulation. The goal is to understand people deeply and meet them where they are.

34:21 – Messaging Spine Defined
The summary becomes the binding structure for your messaging, words, relationships, and follow-up.

35:28 – Bex’s Discovery Call Process
Bex shares that she is already redesigning discovery questions and presentation flow around prospect pain points.

36:23 – Custom Second Call
Bex plans to customize each follow-up presentation based on the prospect’s discovery call answers and pain points.

37:17 – Three Common Pain Categories
BJ explains that over time, Partners will likely find a few common emotional or strategic categories that prospects fit into.

37:54 – Big Brands Use Prospect Language
Large companies use customer language in marketing, ads, websites, and campaigns because it creates resonance.

38:44 – Review Your Sales Calls
BJ encourages Partners to upload call transcripts and ask AI to grade their sales conversations honestly.

39:28 – Ask for Real Feedback
Tell AI not to flatter you and to identify where your presentation, tone, listening, or pacing is weak.

40:18 – Common Feedback: Talking Too Much
BJ says some people will learn they talk too much, ramble, or lose the prospect’s attention.

41:16 – Find Your Ruts
Torie adds that reviewing calls can reveal phrases or habits you do not realize you use.

41:40 – Easier Than Watching Calls
Instead of watching full recordings, AI can quickly surface the patterns and issues in your calls.

42:13 – Be Refreshing and Different
BJ suggests asking AI how to make your discovery or sales call feel refreshing compared to other calls the prospect may be taking.

43:03 – Language Matching Changes Conversations
BJ shares that changing his language to match the prospect has been one of the biggest eye-openers in his professional growth.

44:08 – 10/80/10 Sales Frame
Karl adds that in sales, spend 10% of the time above the prospect, 80% as an equal, and 10% below.

44:37 – Use Domain Expertise
Karl explains that industry or domain expertise helps create the higher frame and authority.

45:29 – Three Ways to Make Money
Karl gives a frame: there are three ways to make money, real estate, stocks, and business.

45:54 – Business as the Fastest Wealth Vehicle
Business is positioned as the vehicle where someone can learn to grow value quickly through clients and real-world application.

46:40 – Use Bombs and Novelty
Karl reminds Partners to use “bombs” such as “a real mentor can tell you what not to do” or “build a business you could sell tomorrow but don’t want to.”

47:56 – Novelty Creates Expert Status
Expert status comes from saying something different and useful, not sounding like every other coach.

49:28 – What Is the Lower 10%?
Mike asks what the lower 10% means in the 10/80/10 frame.

50:00 – Lower Frame Explained
Karl explains that the lower 10% is where you show relatability, such as sharing struggles, failures, or humble beginnings.

51:20 – Famous Lower Frame Examples
Tony Robbins talks about being a janitor, Grant Cardone talks about rehab, and Brendon Burchard talks about being broke.

53:21 – Use the Tools or Fall Behind
BJ says that with the tools available today, not using them to improve communication becomes a form of laziness.

54:00 – Communication Can Change the Trajectory
Improving language, messaging, and communication can change the trajectory of a Partner’s business and family.

55:00 – Sales Is Also Relationship
BJ cautions against treating the sales process only as sales. It is also an opportunity to build real human connection.

56:00 – Next Chapter Language
BJ points out that many prospects are thinking about their “next chapter,” especially in their 40s, 50s, and 60s.

58:30 – Transformation Adds Depth
Karl closes by framing transformation as adding depth and dimension, not replacing what already works.

59:08 – Compounding Becomes Unseeable
Once coaches see the power of compounding and marginal gains, they cannot unsee it.

Five Key Takeaways

• Prospects often pause because of an unspoken gap. Ask directly what is causing the hesitation.
• Every prospect interaction is usable data. Save emails, texts, surveys, call transcripts, and Zoom notes.
• AI can help create a “voice of the prospect” summary that reveals hidden fears, desires, objections, and language patterns.
• Reviewing your own calls with AI can expose habits, ruts, and weak points you may not notice in the moment.
• Better messaging is not about manipulation. It is about understanding the prospect deeply enough that they feel seen, heard, and guided.

Notable Quotes

“We don’t sleep around here. We just upgrade.”

“The faster you can understand their gap, you’ve got to build a bridge.”

“The gap is where the gain is.”

“I want you to create a voice of the prospect.”

“What are they actually saying that they’re not saying?”

“You want to meet them where they are.”

“That becomes a messaging spine for you.”

“Do not tell me what I want to hear.”

“You may find that you have some ruts in there.”

“If you want expert status, you can’t be vanilla.”

“Novelty is how you get it.”

“Transformation is adding dimensions.”

Action Steps from the Call

1. Log into the updated software and take the tours.
2. Review your new dashboard layout before showing it to prospects or coaches.
3. Follow up with near-yes prospects by asking what is causing the pause.
4. Listen for the real gap behind hesitation.
5. Save every prospect email.
6. Save every prospect text message.
7. Save every inbound and outbound message flow.
8. Record Zoom calls or use a note-taking tool.
9. Collect call transcripts.
10. Upload prospect emails, texts, surveys, and call transcripts into your preferred AI tool.
11. Ask AI to create a “voice of the prospect” summary.
12. Ask what prospects are saying without saying.
13. Ask what fears, hesitations, and emotional triggers are showing up.
14. Ask where your own emails, questions, or calls are missing the mark.
15. Use the summary to improve quizzes, emails, texts, and discovery calls.
16. Build a messaging spine that keeps your language consistent.
17. Feed the AI more data over time to improve accuracy.
18. Use AI to review your sales calls and identify weak points.
19. Ask for honest feedback, not praise.
20. Look for recurring habits or phrases that hurt trust.
21. Add domain expertise to create authority.
22. Prepare a few “bombs” that create lightbulb moments.
23. Use the 10/80/10 frame: higher authority, equal relationship, lower relatability.
24. Use the lower frame through real stories that make you relatable.
25. Improve communication as a discipline, not a one-time task.

Resources & Tools Mentioned

• Licensing Mastermind
• Updated Software Dashboard
• Coaching Dashboard Tour
• First Three Clients Link
• LinkedIn
• Instagram
• Google Search
• Google Business Profile
• Gemini
• ChatGPT
• Claude
• Zoom Recordings
• Firefly
• Fathom
• AI Note Takers
• Voice of the Prospect
• Messaging Summary
• Messaging Spine
• Discovery Calls
• Surveys
• AI Automation Workflow
• Business Academy
• Profit Acceleration
• Grant Cardone
• Tony Robbins
• Brendon Burchard
• Warren Buffett
• Charlie Munger
• Ray Dalio
• Elon Musk
• Ryan Levesque
• Ask Method
• Three Ways to Make Money
• Real Estate
• Stocks
• Business
• 10/80/10 Sales Frame
• Domain Expertise
• Transformation
• Compounding
• Marginal Gains