On today’s episode of Master Your Genius, Coach Keith welcomes Bill Morrison. Bill is an author, “emotional positioning consultant,” and long time friend of Keith’s. Bill has been in real estate since the 80’s selling pre-sale condos. In the last 30 years, he said he’s really refined how the sales and marketing process works. He left ReMax after 12 years to develop his own marketing firm. His book, Lions in the Grass, is a culmination of the lessons he’s learned throughout his time in real estate and marketing. Bill explains he had to learn how to write while writing the book. 

Bill explains that because everyone is so busy these days, we’ve learned to triage our priorities. He explains that in emails with multiple questions, you often get none, so he recommends putting the questions needing an answer in the subject and P.S. sections of your email. As readers, we have a lower attention span so Bill stresses the important power of the headline and what makes a headline good or bad. We have to walk the line between the thirst for positive headlines and human nature to triage priorities. He recommends balancing a negative headline with a positive subheader to grab the reader and leave them with a positive feeling. 

Next, Coach Keith and Bill discuss the decision making process. The reasoning behind decision making is in part logic covering for emotional decisions. The logic we use to justify our choices hides the emotion in the back of our brain. In his book, Bill brings up manipulation from the beginning. It’s a word that brings up a lot of emotion for folks, which is why Bill says he loves it. To help illustrate his point, Bill uses a poignant example of getting a loved one to stop smoking. 

If money didn’t matter, Bill says he wished his book was in everyone’s hands because he thinks it is incredibly important people know the truth. The truth is they’re making an emotional decision manipulated by marketers. The danger, Bill explains, is not in being manipulated into buying soap, or electronics, but rather in mass manipulation. He suggests we’re making critically hasty decisions. His book encourages readers to become emotional revolutionaries. Suppressed emotions, Coach Keith suggests become like caked mud in the body, and you begin making all your decisions out of that place without even realizing it. 

Bill breaks down the emotional manipulation used by Donald Trump in the 2016 election. He spoke in short memorable soundbites that allowed people to rally around a common enemy and imagine Trump as the hero against that villain. Bill explains he did that largely by never giving a lot of detail, and Coach Keith agrees that this is a great sales tactic. Keith says great salespeople listen first, and ask great questions. If you understand the true core of decision making, you can make safer, more sound choices - from what you buy to how you’ll be casting your vote.

As the episode ends, Coach Keith asks Bill what he learned while writing the book. Bill reiterates that he had to learn to write during the process of writing the book. He also adds that he learned that you can accomplish big goals if you set them and work toward them everyday. He and Coach Keith agree that another lesson is in learning to be comfortable in vulnerability. 

Timestamps: 

[:18] - Coach Keith introduces today’s guest, Bill Morrison. 

[2:22] - Bill shares his background. 

[9:42] - Bill explains the way we triage our priorities. 

[15:38] - Bill covers the power of a good headline. 

[20:54] - Coach Keith and Bill discuss decision making. 

[24:43] - Bill explains the power of manipulation. 

[34:25] - Coach Keith asks Bill what he hopes people get out of his book.

[46:21] - Bill breaks down the power of persuasion and the 2016 American election.

[53:00] - Coach Keith and Bill discuss reverse engineering decision making.

[1:00:39] Coach Keith asks what Bill learned while writing the book. 

Links: 

Learn More about Keith Cornies 

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Learn More about Bill Morrison

In this episode of Master Your Genius, host Keith Cornies speaks with one of his clients, Katrina Amurao. Katrina is currently the number one realtor in the Fraser Valley, a wife, and a mother to three children. A devoted Catholic, Katrina is proudly involved in her parish, headed up the building of a brand new school, and is committed to making a positive impact in the community. Katrina and her team sold 223 homes in 2019, and they look forward to selling even more in 2020.

When Keith and Katrina first met to discuss her goals, Katrina shared that her purpose was to be the best child of God she could be. To her, this means that she does her best every day and is never complacent; she is always looking for ways to grow, improve, and be a better person for herself and the people around her. At first, she didn’t think she could make the kind of impact she desired as a real estate agent, but has learned to use her skills in real estate to live out her purpose of being the best child of God possible. She creates security for the people around her by doing good and taking great care of her clients.

Over the past few years, Katrina has learned to focus on her actions instead of her desired result. She knows that she can’t control results; she can only control what she does next. Katrina calls this knowledge surrender. She has come to the healthy place of knowing that everything happens for a reason, and if she has done all she can do, she can rest knowing that God is in control of the rest. Every night before bed, Katrina prays to God and then writes down the three things that she needs to do the next day. These two routines are extremely important to her; they keep her from being anxious and keep her focused on her next steps. Access to God, Katrina says, allows her to be her best self. She used to judge herself for not being the typical domesticated wife that she thought she had to be, but since she has accepted God’s love for her, her marriage has improved dramatically. Now she spends her days focusing on what she is instead of what she’s not.

Katrina recalls a specific day on which she and Keith decided that she was going to “get into the ring.” She had just lost an important client to another agent because she wasn’t perceived as marketable. Through this experience, she learned value-based marketing: she believes in, knows, and sells her value. Her website is clear on the value she brings and the care she provides to her clients, and this clear messaging has helped her become more successful in her business. Katrina has also grown as a leader; Keith says she possesses the three most important leadership qualities: being brave, courageous, and caring. Katrina takes on the difficult conversations, gets things done, and fosters an atmosphere that gives her team a voice. Open communication, Katrina believes, is key to helping others learn to believe in themselves and trust that you believe in them too. After she and her team crushed their 2019 goal of 175 homes sold, she realized that she no longer has a glass ceiling, and that her future both as a real estate agent and as a child of God is limitless.

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Links:

Learn more about Katrina and her real estate team:

https://www.katrinaandtheteam.com/

Visit The Purpose Driven Realtor:

http://thepurposedrivenrealtor.com/

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This episode of Master Your Genius features Geoff McLennan, a real estate agent and former actor. Geoff has learned to combine his passion for acting with his skills in real estate by creating incredible video content. He is a top influencer with BombBomb and RE/MAX Advantage, and travels the country speaking on how to create better marketing videos for businesses. As host Keith Cornies has expressed in past episodes, the goal of Master Your Genius is to give listeners insight into how Keith and his guests have reprogrammed their brains to master their genius. In this episode, Geoff provides that insight, explaining practical steps to creating better videos, having better Mondays, and building out weekly calendars.

Video’s most powerful tool, Geoff says, is the ability to create a connection with someone you don’t know. However, it is different to be known than to be liked. Many videos today are me-centric and self-indulgent, and Geoff believes that those videos will actually drive customers away. Giving is the beginning of liking, so Geoff aims to make videos that are relatable, honest, real, and provide value to consumers. Now that iPhones have quality cameras, Geoff uses his to shoot the majority of his videos, because they’re not overly polished and they look more relatable. His tip for delivering an engaging performance is imagining one specific person behind the camera, and speak directly to them. This helps the consumer to feel like Geoff’s message is directed right at them.

Mondays have always had a big impact on Geoff; they set the tone for the rest of the week. If Monday goes well, so will the rest of the week, and the same is true of the reverse. Both Geoff and Keith have the same secret to a good Monday: Monday actually starts on Sunday. Geoff spends his entire Saturday with family and friends, but counts Sunday as a work day. Between meetings and appointments, Geoff spends the day planning out his weekly calendar. He starts with his three biggest goals: his business goal, financial goal, and weight goal. After he has put stepping stones to each into his calendar, he writes in all of the fun stuff he wants to do with his wife and kids. Finally, he schedules all of his work appointments. Though time management doesn’t come naturally to Geoff, he knows that if he gets organized at the beginning of the week, he can stay organized for the remainder of it.

Geoff is not only a top performer at RE/MAX, but is also a husband and father of two. He also runs the Facebook group “Eat New West” and co-hosts the real estate podcast Multiple Offers. Since he was diagnosed with MS in 2006, he has been an advocate for the disease, raising money for the MS Foundation and speaking up about his condition. Geoff has learned that his transparency has made even more people want to work with him, and he remains at the top of his game.

Rate, review and subscribe to the Master Your Genius podcast on Apple podcasts.

Links:

Join Geoff’s Facebook Group “Eat New West”: https://www.facebook.com/groups/eatnewwest/

Listen to the Multiple Offers podcast: https://podcasts.apple.com/us/podcast/multiple-offers/id1380449996

Visit The Purpose Driven Realtor:

http://thepurposedrivenrealtor.com/

Find us on social media: https://www.facebook.com/aimcoachingprograms/ https://twitter.com/aimcoachingpro https://www.instagram.com/aimcoaching/