McCall Jones
speaker
499 appearances
2 recordings
1 series
first heard May 2025
last heard 28 Jan
McCall Jones’s voice in public audio — every appearance, attributed to the second.
Trend
recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Jan 2026 with 1.
Appearances
What a sob story is, is sometimes people will hear the word origin story and they start to dive into their background, right? They start to dive into all of the things that have made them the person who they are today. They dive into all of the mistakes that they made when creating their business, right? Have you guys heard of this before? You can just nod your head. Don't say yes out loud.
Yeah, a lot of times we'll go to conferences or we'll hear speakers start to speak and they'll start to tell this sob story, right? And they open up the speech with this sob story. Now, this actually does have a place in your webinar. Your origin story is important. Yeah, I do want you to use it elsewhere, but it can't be in the first 10 minutes.
Yeah, it can't be in the first 10 minutes because worst case scenario, the thing that people think, is who cares? That's worst case scenario. But that's not the reason why we can't start with a sob story. The reason we can't start with a sob story is best case scenario. When you tell a sob story, they think good for them.
Now, if best case scenario, we're getting good for them, the problem with this is... It doesn't achieve our goal, right? Neither one of those things brings people back to this could be my missing piece. Yeah. We understand. Say yes. Yeah. Amazing. So we will tell our origin story elsewhere and there's right and wrong ways to do that too, but we're not going to tell it in the first 10 minutes. Yes.
If you solemnly swear, I want you to raise your hand, get very solemn in your face and say, I solemnly swear. Do not use a sob story. Thank you so much. So the second one, you're going to really enjoy this picture. The second way that people make this mistake is what we call sexy screenshots. Now, what a sexy screenshot is, is people in an attempt to really establish their authority, right?
Because it's important that we establish our authority at the beginning. But when people try to go through and they say, hey, this is why you should listen to me. All of a sudden, they start to pull up these screenshots. And these screenshots can be anything from if you're in the fitness industry, it's like you in a bikini, like flexing of like, yeah, you should listen to me.
Look at my biceps, right? If you are in a make money industry, this looks like striped notifications, right? All of a sudden, they're like, hey, just so we can get this out of the way, you believe me, I made a lot of money. We don't want to do sexy screenshots. And here's why. And this also has a place in the webinar. 100%, very valuable, very valuable, wrong place to do it at the beginning.
Yeah, wrong place to do it. Let me tell you why we can't do this. Worst case scenario, people see you going like this, and they think, who cares? Best case scenario, and this is why we can't use those sexy screenshots, is best case scenario, they look at this and they think, good for them, right? Which neither one of them, love the beef.
Neither one of those things is, this could be my missing piece. Yeah, now I said this at the beginning, but the crazy thing is these two mistakes, people make them at the beginning of their businesses. A lot of times if they're like, oh man, I am maybe a little bit insecure and want to establish my authority, and I've been through a lot of stuff, maybe I can inspire people.
they go to sob story yeah or if you feel like you've you have uh overcome a lot of trials you'll go to sob story right if you've achieved a lot of stuff if you got a really good looking butt in a bikini you're gonna go to the sexy screenshot right if your stripe uh balance i was gonna say notifications if your stripe balance is very high your tendency will be sexy screenshots right people make this mistake all the way up
all the way up. And when they see a drop-off at the first 10 minutes of their webinar, they accept it. And they say, oh man, that's just what happens. It's just what happens. Oh well, right? It's a numbers game. I'll just spend more money on ads to get more people there. So hopefully the people that will stay will buy and hopefully that number will go up, right? So
With this, I want to show you the right way to do this. You'll see why I'm looking like this. I have to draw a picture that is crazy. Let me show you the right way to do that. Is that OK? Say yes. Awesome. Now, every single person can use this.
Whether you're just starting your business or you have a gajillion case study stories, you've made a lot of money, the only thing you need is a single testimonial. Yeah, I know some people who are starting their businesses, they don't have a testimonial yet. Totally fine. Learn this principle. Go find a testimonial. Get some results for people. Come back here and then use this.
Yeah, do we know we can use this? Say yes. Okay, so this happens in the first 10 minutes and this is the right way to do this. It has three steps. How many? Amazing. Okay, so step number one. Failed before. Yeah, say failed before. Amazing. Step number two. This is my most complex drawing. It's a puzzle piece. Kind of. Step number two is one thing. I want you to say one thing. Awesome.
Step number three. Yeah, look. It's this, right? We call it the high kick hook or the fast forward hook. Say fast forward. Fast Amazing. So we are going to go through all three of these steps. I'm going to teach you how to tell this story. Yeah. So if you do this right, it hooks people to the end. And remember, charisma controls the emotions and energy of the people watching the webinar.
So we're going to hijack their emotions and make them feel the things that we want them to feel. Yeah. Sound good. Say yes. Amazing. Okay. So first we are going to dive into failed before. Now this Story is a case study story. So it's not your story. This is why you need a single testimonial. It's a case study story.
So I want you to think to yourself, and I want you to write down the first name of your biggest testimonial so far. Yeah, your biggest testimonial so far. With this biggest testimonial, the first step that you have to do in this story is you have to do failed before. And there's a couple reasons why.
The first reason is your warmest customers, the people who are the most likely to buy from you, are people who have tried to get your solution before and failed. Yeah, they're people who have joined other programs. They're people who have been duct taping a solution together to try to get it on their own.
They are your warmest customers, and we want to identify them as quickly as possible at the beginning of your webinar. Understand? Say yes. Amazing. So there's a problem here, though, because not only are they your warmest customers, But they're also the most skeptical. The reason why is because they've tried it before and they failed, right?
A couple things happen in their brain because they've tried it before and failed. The first one is they look at you and they say, hmm, somebody else told me this would work too. Look how that turned out. Right? And the second thing is, which is even worse than that, is they start to think it's their fault that they haven't succeeded so far.
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