Episode Details

When we're writing a book, creating a workshop or giving a presentation, we go hurtling down the path of HOW-TO. Except it seems that HOW-To is only part of the picture. We're missing out on a crucial element, which is why our clients get confused. Learn how to use the HOW-NOT-To in your online and offline marketing and training.

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Useful Resources

Dartboard Pricing Excerpt: http://www.psychotactics.com/prx

Email me at: sean@psychotactics.com

Magic? Yes, magic: http://www.psychotactics.com/magic

Finish The Book Workshop: http://www.psychotactics.com/dc

Meet Me In Denver: http://www.psychotactics.com/denver

For the Headline Report (Free): http://www.psychotactics.com/

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Time Stamps

/ / 00:00:20 Introduction

/ 00:03:34 Table of Contents

/ 00:04:01 Part 1: How To

/ 00:06:41 Part 2: Why HOW NOT to Works

/ 00:08:03 Part 3: Bringing in HOW NOT to.

/ 00:14:09 Summary / 00:18:27

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Sean D'Souza: This is the Three Month Vacation and I'm Sean D'Souza. Today I was at the café as usual. As I'm paying the bill, the guy, he knows I'm writing the book on pricing and he says, "Well, why is it taking you so long." I said, "Well, it's because I'm not just writing how to, but I'm writing how not to." He lifts his eyebrows like people often do when they don't really want to ask you a question but the question is on their mind, so I feel compelled to answer the question.

That's what we're going to cover in today's episode. We're going to see how how to is more an intellectual thing and how not to is more instructional, and why both of them combined make such a potent weapon when you're teaching something, and also when you're learning it.

I don't know if you've ever heard of the water test. Now the water test is a test that you do to figure out if the frying pan is at the right temperature. Often when we're cooking, what we'll do is we'll take a frying pan and we'll put some oil on it. Then the oil will start to heat up and then we'll put some chicken in it. The chicken or the fish, it sticks to the pan. Now that only happens because the pan is not at the right temperature or the oil is not at the right temperature.

I was watching this video online and they were showing me how to figure out the right temperature. What you have to do is you take a little water and you drop it on the pan. If it goes vsshhhhhh, then the pan is not hot enough. Of course you go through many of these, until at one point it's magic. The water droplet just rolls in the pan as if it were a blob of mercury. At that precise moment you put the oil in the pan and then immediately after that the chicken or the fish, and it doesn't stick.

Here's what I did. I took the pan, I followed the instructions, and no matter how many times I tried to get that water test to work, and it just wouldn't work for me. I'm pretty persistent. I went at it quite a while and the pan was in danger of getting burnt, but I still wasn't having any success with it. This doesn't make any sense, because when you think about it, I had the instructions. I should have been able to get it right but I wasn't getting it right.

In this episode we'll cover three things as alw