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you know I'd barely on my pizzeria for about 30 days when I had realized I'd made the biggest mistake of my life and I wanted to get rid of it I I really felt defeated this business was so overwhelming the employees the dough hook coming off the mixer dough blowing up in the wok and when it crapped out and I just thought oh my god what have I done and so I decided I was gonna sell the place and hired a guy named Richard to come and spiff it up just a little bit the counter was really kind of Messing I thought a new buyer somebody coming to look would want that you know first impression thing so I wanted to make it look a little nicer so Richards coming in and closing so little after 9 o'clock he gets started says he'll be done by midnight but I know Richard and I know it's probably gonna run a little longer so I've had a long day as it is and I said Richard here's the deal I knew I'm gonna go up and take a little nap on top of the walk-in you just kind of tapped me on the shoulder when you're done and sure enough it was probably 4 or 4:30 in the morning when Richard I could it you know hearing sneaking out he didn't even come to wake me I didn't bother so anyway I come slipping down off that walk-in cooler I'd had a dream somewhat related to my past and it I'm sure it it kind of fomented the the thought process that I had in a few minutes but the aha moment that came that took me from 12 thousand a week or excuse me 12,000 a month to 1.6 million dollars a year crystallized in my head over the next minute I wandered out to the front dining room I sat down at a table I looked out the window and I couldn't have felt any more despair any lower anymore defeated and I thought now I'm not going to allow this I can't I've done other things they've worked out I've always found a way what can I do and I'm telling you the thought that came through my head as I was gazing out that window what would I do if somebody held a gun to my head and said Cameron you need to get one brand new customer to come and order a pizza and pay full price within 24 hours or I'm pulling the trigger man that will crystalize your thinking because what would you do if that were the case remember discounting is off the table are you going to throw a flyer on somebody's front porch and hope for the best hell no here's what you're gonna do you've got 24 hours you're gonna go start knocking on every door in your neighbourhood and remember discounting is off the table you actually have to sell your product and so Reader's Digest version goes like this knock knock knock hey neighbor my name is Cameron and I own the pizzeria right down the street from you and you may or may not have been in I don't know we make a really good pizza but unless you've tried it you have no way of knowing so what I'd like to do is I want to invite you to come over and buy a pizza and what I'm going to do is I'm going to throw in a free garden salad for you I'm going to give you a free cheese bread and I'm an even put in a free two liter just to make the meal lead for you and again since you haven't tried our pizza and I know you're gonna love it but just in case you don't if for any reason this isn't the best pizza you've ever had if you aren't totally satisfied in every way please just let me know and I will refund your money every penny that's what I decided I was going to do and instead of knocking on doors I decided to write a letter and start sending that out and I'm telling you I'm gonna include a copy of that letter or I'll give you a link to so you can get it but you are gonna see what immediately doubled my sales the first 30 days they doubled but the rocket had just ignited and over the next three years our sales went from $12,000 a month to almost a hundred and fifty grand a month and it all came from that question now there's reasons why this question may work better than others I don't want you feeling that you have to ask yourself these horrid things all the time but it does have to do with somewhat activating the fear center in your mind now if you've heard of Tony Robbins he's the guy that says people will do far more to avoid pain and they will to gain pleasure and one guy that I really admire is Larry Ellison the founder of Oracle and he's been quoted as saying that most of your high achievers are not driven so much by the pursuit of wealth and riches as they are by the fear of failure so I think that question really crystallizes things pretty quick for you because most most people myself included up until then there's a committee that goes on in your head you're like oh how do I get more business how do I get more people coming in how do I do this and you start to think of all these all the possibilities and it's this analysis paralysis that goes on hey if you've got 24 hours get a new customer in your place gonna be you know what would you do that question change the course of my life and the whole ride is in here and I'm gonna share every bit of it with you so just hang tight till next time