The Marketer and Buyer Anxiety: Three ways to counter anxiety in the purchase funnel

good afternoon everyone it's good to be back I see some familiar faces already Henry thanks for being on live we're glad to have you max good to see back Shawn Kristie sarva and Marcus from from Grenada good let's look at a page together and get right into the content you'll see two versions I'm asking the audience and I know you're just still sort of logging in but go ahead and tell me which one of these pages do you think produces the highest conversion rate A or B let me see you vote a would be on the left side B would be on your right side and some of you may be familiar with these this is a classic case study from our files but let me see what you think Stephen says B Thank You Stephen for being brave and the first to vote somebody else which page do you think ah Henry Pierre says B Beth says B Lynn says B Sean says B there's a lot of bees today winning all right we will unfold these two pages and explain the story behind each as these session continues in the meantime I just want to start by tying in what I'm going to teach today with what we're doing overall in the meckel's family we are trying to respond to this crisis in three ways number one we're providing zero interests customize page you can plans for any offering that we have that's for the large offerings that's far also for the intensive and for the courses number two I'm going to be teaching I think it starts next week but very soon a live interactive value proposition program unlike anything we've done before it will be in a private network like zoom I'll be able to see your video you'll see mine and I'm going to teach and apply the value proposition and what we've studied all of these years we're running twenty thousand-plus treatment experiments we're going to apply that into the current context in do this situation we all face including how to refine and adjust your products so the more in today's challenging circumstances the third thing is we're releasing an emergency quick wind package that can help you spike revenue and this is based on an intensive accelerated timeline we've cut the time to results in half for this to help businesses get faster to high performance these are our three ways we will make it work for you that's the point indeed if you're a marketer and you've lost your job we will give you a sort of pay as you can pay what you can plan to help you get into the value proposition course as long as we have available seats right now you need to see that link if you're interested and respond rapidly because we have six seats left we only announced it last week and we have six seats left so we may try to expand seats if not that's what we'll be working with for this first to go round let me take you to the technical definition from our value proposition course on anxiety it is a psychological concern distinguished from something we call a psychological resistance this is termed friction and we'll come back to that later what we're going to be thinking about is how to understand anxiety in today's context and how to overcorrect for it how to solve for it you'll see a headline I'm sharing with you America has plenty of toilet papers paper stock in empty store shelves is the hard part I have been asking for two weeks and in preparation to this course I've asked others and I still don't know why toilet paper became impossible to find in stores everywhere I do know that beneath the rational reason is an irrational concern connected to anxiety and anxiety drives these types of what seems to be irrational behaviors and in your process in your sales process anxiety can be especially lethal because people respond not in the rational way that they might to friction but often in an irrational way that makes it very - correct let's look at another one Chipotle offers free delivery tamper proof packaging now chapati is trying to address anxiety in a very specific way if you read the articles quite interesting they went further than this even but the goal is to overcorrect we'll talk about that coming up if you've been certified in our program in our training you may have seen me teaching anxiety in the certification classes today I'm going to be teaching things I've never taught before I will take you into new territory because we're in a new situation by the way good to see Chris and Chris where are you joining us from I know you've told me in the past but remind us of where you're coming from wait a second and Shawn says because 12 papers cheaper than Kleenex for blowing your nose when sick could be that's interesting you might be right on that John alright and one more example of anxiety this uh this is a point carried by The Wall Street Journal letting the readers know it's safe to handle the newsprint of a paper they've been featuring information about this ah and how they limit human contact to the actual paper they've been putting notices on the front page this is again a response to anxiety the point of all this is we are dealing at a time when anxiety is perhaps at the highest globally that it has been in maybe more than 50 years and if we didn't have the problem if we weren't facing this challenge we still know from research that about 40 million adult Americans suffer from anxiety on a normal in a normal year you can imagine I am in Florida we were just notified that we're going into some version of lockdown there's lots of ways it's described in different phrases in today's the world is changing around us fast anxieties about to go up have we lost something all right I heard there's an echo can you guys hear me good I thought you were in Zambia Chris by the way that's why I wanted you to let me know good good to have you from Zambia and can you can the audience hear me good now by the way there's ego from the Ukraine all right I'm watching to see if you can still hear me and sound it's four by four excellent excellent let's keep going then all right now I'm going to share with you the experiment that we talked about at the beginning and then I'm going to start to break down with you an understanding of anxiety and what you can do to correct for it and to do that I'd like to share with you this test protocol 1594 from our library the goal was to create more yeses in the quote element of the site and so we ran two versions and you're going to see a control you're going to see a treatment now it takes me about an hour typically to teach this case study I won't take an hour now I'm going to take about three minutes and show you the summary and then go deeper into the thinking regarding anxiety and when I teach this case study in our formal classes I have never taught it with the new points that I'm going to share with you today but for now there's the control and there's the treatment if you voted for a because they're switched now if you voted while ago for B that's in the a position meaning the winner while ago when we when I asked you was a in fact the one on the right that's the treatment produced a significant increase over the control now you might wonder how much was that increase and you might wonder what was the primary driver of the performance difference so let's answer that question in two ways first of all two hundred and sixty two percent increase in lead rate that's a two hundred and sixty two percent increase in the flow of leads that's a stunning impact and the way we achieved it was by dramatically reducing anxiety anxiety can have such a a negative impact on your conversion rate that we've got to learn to control it and per tick surely in today's environment so what I'm going to do is walk you through three principles before I do that I just want to point out this tomorrow not on this channel we're establishing a new channel it'll be under my name but right now it's MEC labs.com transform I'm going to talk now about what we've learned in the lab all of these gears and how it applies to your own life to your personal value proposition and I believe firmly that in the midst of this crisis there's a tremendous opportunity for you and I this is a moment like we haven't experienced well at least in my lifetime and so within the crises is a hidden opportunity to transform the way you think about your work and your life and tomorrow at 3 p.m. at that URL I will uh I'll be beginning to teach that that's a new channel for us so be sure and subscribe and let's keep going so here's the first point we need to realize where the deepest source of anxiety comes from typically speaking when we think about correcting anxiety in our processes we we we focus on those things on the page the page is this external it's this some element that exists outside of us and so we tried to relieve anxiety and in doing so we often make many mistakes one of those is to simply address the source of anxiety now my son was in Thailand as the crisis was breaking out and he was running a business and exploring Thailand on his way to Vietnam and I don't have to explain to you that after 33 years of marriage and raising a family what it was like for my wife to worry about my son and his situation he wasn't worried she was I can tell you that had he said to her mom I'm gonna be fine and he probably would have been it would not have made her feel any better that would have been a rational response he could have even made it better mom I'm gonna be fine because I'm in an area where right now there is none of that we have no cases he could have said and that would have been true at the time he could have said mama I'm going to be fine because I've done X or Y or Z to prepare myself any one of those statements might have been true they might have been rational but it didn't work it wouldn't have solved the anxiety she was filling his mother and indeed the solution I had the solution he had was he given a plane to get home it's a good thing he did because his friends over there are still stranded still trapped now my point for you is this anxieties often approached addressed tackled from the wrong understanding so let's start the fundamental truth you need to get a hold of if you're going to correct anxiety today in your home often in your business but we're talking in particular about in your interaction with the public as we come out of this crisis some of you are shut down completely some of you can still operate but all of us are going to be dealing with anxiety and the first point is this the locus of anxiety comes from an inversion of what we understand trust so if I were to look at your web pages in a moment I'm going to take pages you submitted we're gonna study them through the lens of anxiety so stay with me under my second point we're going to get into a lot of that I only want to make one important observation at this present moment we think that anxiety comes because people don't trust us but what we fail to understand can be summarized in a single quote I don't trust you because I don't trust me now if you're confused about that let me explain a person who feels like they don't have enough knowledge to make a good decision is much more likely to be anxious and anything you do that that that stimulates greater anxiety is going to be amplified by the fact that not only do they not trust you but they don't trust their own ability to discern or to judge your offering so why we sometimes think that anxieties out here causing a problem here it actually comes from in here as we try to perceive value there and understand the risk at the heart of the kind of anxiety that could destroy your performance as we get out of this tough situation and go through the year it a part of the understanding that you got to get your mind wrapped around is that a lot of people don't trust you because they don't trust themselves and what I mean when I say they don't trust themselves they don't trust their ability to make the right decision let's keep going because that leads us to where it starts to get interesting we need to guard against the reverse amplification of anxiety what is the reverse amplification meaning often in our websites we do things to reduce anxiety that only cause more he said what what are you speaking about I'm going to take pages you submitted and show you let's talk about something that many of us are missing right now and so over on the right Hut from the control room can you pull up the kick further calm this was a page submitted by somebody in our audience we're going to look at it alright and as it comes up I just want to scroll down into by the way join the retail revolution we could sure talk about that heaven I'd like to help you you read or need to improve that headline but let's keep going all the way down to we get to the testimonials I want to show you something we see all the time there's one right there and I think this will I think I see a quote all right keep going I think there's more down below that keep going find the testimonials on here where they sort of shift further quickly quickly all right am I missing him somewhere all right I think the page has changed since we just pulled it up swiftly we can come back to it do you see if you don't see it in there let's keep going move to effective business growth calm go to I'm going to come back to that when I say I have effect a bit what else do you have pulled up Vinay all right go to see cat okay here's what I want to go yeah let me see see cat uh we're gonna pull that one hole to the side and go to multimedia good all right so here's one here's an example I don't I want you to watch that and I'm and and I want you to keep the see cat up and now how many of you are using testimonies on your sites right now in the audience if you're using testimonials on your page somebody give us a URL to look at very quickly because I want to go to a live one I'll come back to see cat I'll come back to job test prep in just a moment and and let's swiftly look at a page with testimonials as you're pulling those up and you can find them you know when I you feel free to pull one I want to talk to you about the problem that I see over and over again testimonials are being laid on a page and this is our attempt to tell people that it's safe to purchase from us or that our product is really the right product for them or any number of points we're trying to make that we try to make through the mouths of someone who has been in experience of our value proposition and it moves in the right direction but testimonials and by the way I'm watching the audience as I talk about this if you have a URL with testimonials just a page I want to I want to talk about that once you'll pull that one up for us or submit a URL with that for us well I keep going I think the page that I really pulled has changed since yesterday and thus the testimonials are gone that I wanted to use as an example for you so you may have the audience one any page it doesn't have to be yours that has testimony so we can talk about how to do these right but I am I missing something anywhere down here yeah they were it was a rotating testimonial piece that's gone right now all right so max marker just submitted a URL let's go there it probably came in through chat we'll pull that page up it's coming up I want to talk to you about the problem with testimonials kick a guard the philosopher said the more evidence the more doubt every time you give someone a piece of evidence you give them a reason to doubt and what's happened with testimonials is they've become so common and they are often used in such fraudulent ways people don't trust them anymore now there is a way to use them that's powerful in fact there's two principles which we're going to learn in just a moment that would change how you currently use testimonials and I'm just going to put these two on the board to sort of prepare you P Oh II and and then I'm gonna give you a second one right here h OE alright and then let's go over do we have the max marker page that was just by the way so you've been good to see you we're glad to have you two testimonies near the bottom of the page just go right down the bottom alright can the audience here we go so here's a page go straight to the bottom keep us keep that up so that we can look at them I don't know what pointing to the ceiling means Wow okay god I got all up in the back of this room of pointing up all right as they they're pulling it up where they can mark on it scroll back down all right there you go all right wait there's a testimony right there okay now scroll on down we'll come back to all the way down on the bottom okay is this the testimonials is this the max marker page all right where's the testimonials max is it right there to bottom those two okay Ben I pull to the bottom wait what does this mean acts let's stop with that one right there I had no clue that it would be such a life-changing experience after three months of following am i pronouncing your might vomit my vo me recommendations I felt a complete improvement with how I felt now that is a that is a powerful claim and it's something right it's got Emma it's got her last name and it's got her picture this produces more power than say Emma a or maybe Emma a Seattle or some situation someplace where she's at we've come to think that putting testimonials on our pages like this by themselves will produce high impact but they don't anymore they're almost a waste of your space you say why because they just create more anxiety we start to wonder is that a real testimonial how do I know I can even trust that did they just make those up you say are people making things up go back to my deck for a second let me share something with you so switch over alright as they're switching over the deck here we go general testimonials produce counter anxiety here's an example buyer beware scourge of fake reviews hitting Amazon Walmart and other major retailers that's CBS News here's another one how to spot fake reviews on Amazon Best Buy Walmart and other sites what's happening is people instinctively don't trust these testimonials and now we're discovering that there are all sorts of devices and shady sketchy operations who will help you generate testimonies for your site that are not legitimate so you think that by putting that testimonial on your site you're relieving anxiety but you're not because it doesn't have the one of two things that makes it more powerful here's the first one p OE that's preponderance of evidence in fact I mean right those were I can see them preponderance of evidence an example of that you're gonna have to switch back and forth quickly with me gentlemen go to job test prep I'm gonna show you put pond roots of evidence that's that see scat test go they're a preponderance of evidence is when you absolutely overwhelm them with the amount of evidence it's like coming into a into a court with a big thick stack of evidence in your hands in this case scroll down to the testimonial section of this page we're getting ready to help this organization they're based in Israel scroll all the way down keep going yeah faster to the bottom all right underneath this long copy page testimonials testimonials keep going keep going and then look at this this goes on forever and ever look at all the numbers one two three four see the nine pages click on click on one of those numbers click on four there you go all the way down click on number four there's more testimonials 149 reviews now the idea that a preponderance of evidence produces not something that everyone's going to read the mistake we make is well no one's gonna read all that you don't want them to they don't need to but there needs to be so many that it seems powerful now that's just one way the other way is notated this way and you may you may want to think about that I like to I like to use this acronym when I'm thinking about it these are called high authority references and we're talking about a reference and I think I actually saw I know I saw one on the page that we had prepared earlier let me tell you which one it was go to well you can go I think I saw one on Max's page further down but let's go up to across these the one that was blue I can't so you go to click on multimedia click on the multimedia tab right there now look at this testimonial Chris Taylor director of RF and wireless components Strategy Analytics so this is a third-party group that has some cachet in the industry and he said I ended up running on the coax line to my TV room dedicated and he goes to explain what happened and he raves about how effective it works why is that testimonial stronger than Joan s from somewhere because that testimonial comes from a person of high authority the higher the authority the more powerful it is indeed when the economy gets bad and Warren Buffett tells us you know steady it's gonna get better that single testimonial from Warren Buffett can impact the entire stock market why because his authority is so high now what are we trying to say here I'm trying to say that many times when we try to correct for anxiety we do it in the wrong way and one thing we have to do is be careful about just slinging some testimonies on a page you're better off to do nothing it helps you not at all gets in the way there was a time when any testimony was strong but there was a time when you could sell snake oil and the plant took a city block too just to keep making it with all of its claims to make sure everything from deafness to neuralgia people don't trust those testimonials anymore so be careful that you don't use testimonials which actually foster anxiety instead rely on a preponderance of evidence or or a i authority reference now as you're thinking about that I'm gonna take you to the second problem in we have two very careful up so take me back to the deck if you would and as we're going back to the deck I want to share with you another challenge all right so we've said general testimonies produce counter anxiety we've also said and are about to say sells claims produce defensive anxiety now what's the difference and what do you mean when you say a sells claim produces defensive anxiety let's go back to one of the pages in just a moment we're gonna look at it but I'm going to first tell you the third piece which is all positives create negative anxiety so both sells claims and all positives now take me to one of those web pages let's look at the one that max submitted all right so we're going back to the deck there we go and and then as we do that let's talk about the page so scroll down from the top of the page down okay let's go all the way up all right scroll down further all right keep going keep going okay if you were to go through any page in fact if you're in the audience and you can pull up the page that you have pull up your own web pages as we're looking at these pages and your to take a marker and move through the pages and mark everywhere where we make claims that we don't actually substantiate they're just general claims in fact let's try something because we can talk about it here gives you a more holistic view health of your microbiome you're applying a deeper level of clarity so let's just stand this piece right here let's just stay right here let's annotate are you ready all right so I'm gonna have you watch as we as we identify claims so vinaya let's take empowering insights today for a healthier tomorrow all right put that orange now mark a line through every word because women but gives you a more holistic view of the health that's this go through there all right so that's a claim of your microbiome but we'll keep it you're provided 8 here we go a deeper level of clarity and insights then it's possible with other tests so could just cross through all that all right go to the next line let's look at the next one unrivaled learning about so why are you orange line through that the whole thing that's it eliminate your diet guesswork with your personalized 90 day nutrition plan okay another one personalized sucker recommendations rights right for you yep that's a claim too you don't know that it's right for me or you haven't give me a reason to conclude that all right so just hold that for a second now scroll back up if you are to look at this and you are to say what is this page saying that will help me drive more revenue and we were just to focus on this section for instance the answer is almost nothing you should but why because you're making claims without building in me the process that would allow me to draw these claims as my conclusions your claims are not the same as my conclusions my conclusions I trust your claims I don't so the goal of the page should be to talk about the why now hear me very closely the why in the terms of the product design and its value proposition that produces those types of results if I see the Y I may conclude what you need me to conclude so that I will decide what you want me to decide but until I can see that all I must do is listen to your claims and then take defensive action protecting myself against a bad decision or being quote/unquote sold something that isn't right for me now I know something about this product and and I know that max is working very hard to improve these pages and he's bold of him to share them with us I also know that it's a good product or at least that's been my own conclusion from what I've heard about them but you can't draw that from this type of copy this copy simply puts me in that counter place where I've got to protect myself audience is this making sense this produces a new kind of anxiety I don't know what to believe I don't know what to trust in the same way that we thought by putting testimonials on the page they would that would reduce anxiety and help me trust you but it doesn't not in the way most testimonies are used and in this way putting lots of claims in the page we're trying to make you realize we can help you what should relieve my anxiety or your anxiety but it doesn't because you're doing it in the form of claims and we're always in defensive mode when people make sells claims all right and you Sean just put his finger on the third thing I want to talk about and and rather than go here let's go ahead on back to the deck take me to the deck yes Don this is Don sternal you foster conclusions by putting observations in front of me then allow me to conclude I've taught this in the past but what you want to do is arrange the signal sets of the page to produce an observation set that naturally leads to a conclusion and that conclusion a that I can trust you a that you could help me cetera et cetera produces a decision and that decision of course is accompanied by the buying behavior if it isn't it's not really a decision and that decision comes with a set of expectations and I've taught that in the past I don't want to reteach it now but I do want to suggest to you that often these claims and these testimonials just compound the anxiety I had when I got to your page now I'm gonna skip forward in the deck again to these three key pieces general testimonials produce counter anxiety sells claims produce defensive things ID and all positives create negative anxiety what is it all positive that's a page that all it tells you is that it can do everything and it does it better than everyone else it's just like a person a person that's never vulnerable that never tells you what they don't know or that pretends to be invincible is not a person you naturally trust tell me what you can't and I might believe me you when you tell me what you can do the problem with our pages are there not just braggadocious and egotistical but the language of marketing has become the language of sales that's a terrible terrible mistake they are not the same thing the language of marketing as Peter Drucker knows makes sales redundant good marketing makes sales almost unnecessary good marketing puts that conclusion naturally in the mind that precedes the the decision and thus drives that behavior you're looking for but if you don't do that properly with your marketing then you're just taking sells language bringing it back into the earlier stages of the thought sequence and putting people off why you're doing that because they don't find any things they can trust there's no safe harbor in your pages so we compounded anxiety they're not sure they're making the right decision be careful be very careful because almost all the web pages out there even those right now addressing this crisis are dressing in the wrong way claims by the way haven't been very well received even by the general population evidence that produces conclusions is the only way to change the behavior that's going to flatten the curve of the virus what we do is get on there and make conflicting claims and people don't know what to trust or what to believe but when you see a well produced video which I have that shows how it spreads and and and lets you visually understand what's going on in the data and what's causing that you suddenly conclude oh I better be careful but that's because you didn't see a claim you saw data you had an observation set that produced inside of you a conclusion that changed behavior our leaders need to understand that because what they're doing right now has produced many let's Brutus a lot of the wrong behaviors in our society let's keep going so thanks by the way Henry I need that today we need to realize the deepest source of anxiety we need to guard against the reverse amplification of anxiety and finally we need to learn how to treat classic purchase anxiety now by the way can I just stop tomorrow what you're going to discover is everything we talked about in commercial application we studied in our lab so that we can apply it in our own lives all these years almost thirty years so far I have lectured one time at Harvard it's called Chosun I can get you a copy of the lecture if you're interested where I just started to discuss what we discover in the lab and how it applies in your ordinary life tomorrow we begin to think about what we've learned these thirty years and I'm not plugging it there's no money involved and I think I'm selling tomorrow I'm talking about it because I believe in it I'm talking about it because I have waited so long because I had to raise a hundred and thirty eight million dollars in actually just make it and money that I could pull or that could plow back into the research program so I get unpacked what I think is that the essence of growth and transformation and we're going to talk about some of that tomorrow I think so much of what we see in the self-help world doesn't help us tomorrow's a chance to think about in the middle of this virus could I could I find a kind of personal momentum that could transform my life long after this crisis has passed we'll talk about that then I'm reminded of it because anxiety the way we're talking about it now applies to many other areas all right now we saw this earlier and I'm just going to show you two examples this is in the value proposition course you need to get in that course I'm going to teach this in depth and I can only take two pieces I can't take an hour to unpack just this case study for instance but I'm going to take you from that 262 percent gain and tell you two examples of how we identified anxiety and corrected it I have time to do that so here's the first one I want you to notice at the top of the original you see that blue box at the top that was in the control in the bottom is the treatment a representative will get back to you shortly now that sounds very nice going to help you in in a sort of Vinit ation that's what it says but the connotation is something very different and every great marketer must understand the difference between denotation accommodation it's the difference between actuality and perception in this case they say they think that someone's going to get back to help you shortly what we hear is a salesperson is going to pester us and bother us and cause difficulties now I say that because when we change that to give them the same information in an instant quote that didn't even require them to talk to somebody yet you say well but that blew the whole process now we got more leads more opportunities more revenue all we did was establish more trust in the sequence of thought before we asked them to interact with a person and by providing that information in the way you see in the box beneath it we relieved enormous amounts of anxiety and thus Trust grew and thus we saw a 262 percent increase in performance now Don asked me a question Don I'm gonna come to your question in just a moment each of these form fields represent a similar degree of effort and you know a friction except for one audience I'm asking you a question take a look take a look at this box I've seen some interesting comments coming in in the chat feature and I'm gonna talk to those just before we leave but come back to here where is one of those formed fields different if you count them let's count them one two three four five think is it six from back here looks like six so there are six form fields five of these we would classify as friction it's uh some could have some anxiety but primarily friction just the length of the form has friction psychological resistance I don't want to do it I don't take the time I don't wanna invest the energy Don says number of employees I would say number of employees could create some friction but the biggest source of friction keep go let me see company name we've tested this and then we change this we saw a huge result so I'll share it with you it's actually a different form field Don just said it the phone number people are far less likely to give your phone number there an email address yes we don't wanna give you email yes we're tired of spam but phone is worse and I would say email has some friction and a touch of anxiety but the phone number is high anxiety and it produced a negative impact by by changing when we asked for that information we saw a tutor and 62 percent increase I'm working right now with one of the biggest brands in America on the same thing and I'm working with an insurance company and we're talking about when to ask for the phone number and when not to and the entire experiment hinges on that the point here is not about phone numbers the point is that we've got to be careful to understand when what we're asking for produces that anxiety that rises up in the individual and blinds their judgement because that's what happens and thus even if you are the best solution for them they don't realize it and you miss out on the opportunity to help them so Don asked a question I'm going to answer that question Flint would you say our blatant desires are tied to our subconscious existential anxiety Don I would say the word existential is one of most misunderstood words in philosophy it comes from Kierkegaard and I would say Kierkegaard as perhaps one of the most misunderstood figures in in in the you know the I would say the last 400 years of philosophy the French colonists and well the whole continent philosopher group took care guards work and turned it into something he wasn't even trying to say so I would have a problem with the way existential anxiety is talked about and I won't go any further except to say blatant desires may arise from that but now you're moving from Kierkegaard over into Jung and it's a conversation we could have on tomorrow's program but not on today's it's a good question Stephen says the goal of going to the website is to avoid a salesperson for the majority of site visitors a lot of truth to that so when you start talking to them and personify your website with the language of a salesperson you just create greater anxiety alright I appreciate everyone's participation today I know it's a tough time around the country we've got to learn to deal with anxiety so we can get back on track we will get through this and I'd like to move through it with you with a community that we're building if people here that are joining us I'd like to know you on the other side of this I'd like to look back on this and talk about the lessons we learned from this one thing's certain this too shall pass and if we if we use it as the opportunity it can be will come out better on the other side we'll also come out with a closer community Beth Rose just asked is removing the required on the phone decreasing anxiety yes Beth it does we've tested it over and over again sometimes you need the phone number so you have to you have to justify their giving it and you have to promise them what you won't do with it so that they feel less anxiety and more likely to say yes I want to thank everyone for joining us today please come back tomorrow to the new channel where we can talk about things in a way we've never talked about on here before I look forward to it you can we may continue to build out there and here you can learn about commercial application and there you can learn about life application but for now I just want to thank you for trusting me taking your time it's a lot going on right now yes Harvey's asking about a new channel let me just suggest there's an earlier slide Savi tomorrow I'm gonna be teaching on the hidden opportunity in the midst of this crisis and that channel is go to I think Ford McLeod Mac labs for /transform and that'll get you there for tomorrow can I just draw your attention as I end back to this slide I want to stress this for but it's on here I I want to say what you see a point one we're providing zero interests what does that mean customized page you can I don't know how to get more flexible you know what the point is I want to help you we're trying to pay our bills too we've taken a huge revenue impact but we're going to this available for every single person one way or the other one of things we're doing is the interactive value proposition training that's gonna be something I'm like we've ever done before and I'll be able to see you now on video and work with you during that training and I'd like you to be a part of that and if you're having trouble paying for it talk to us we'll help you if you can pay for it please do we need to we need to you know we need to pay the bills too but we really want to make certain that we work with every single person who's being hurt right now because of the situation and and most of all if you need to change a spike in your revenue talk to us about the quick win and we'll do what we can to transform the results on your number you chew a increase that drives dramatic improvements thank you everyone thank you for your trust you take care and I'll see you tomorrow