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So in this video, I’m just going to give you a quick overview of what you can expect. We’re gonna talk about the nuts and bolts of how PLA works and how to get the most out of your decision to participate and join this program.
We’re gonna talk about some very important things to remember throughout the next nine weeks and beyond, as you move through, as you learn the strategies and tactics, and as you get going building your business into what you want it to be.
We’re gonna discuss an overview of what LPA’s about and what you’ll be learning, so a very high level look at how we’re gonna be putting the pieces together that actually cause you to be able to grow your Pool and Landscape business into what you want it to be. We’ll be looking at the overview of the strategies and how they all kind of connect together. And we’re gonna just be talking about the foundations of a successful private business, so what actually happens as you grow and how that’s gonna look and the different phases you’re gonna go through. We’re gonna look at that in just a little bit.
Here’s how the program works. It’s designed to be completed in 8 to 12 weeks, so you’re gonna notice that the weeks are labeled week one, week two, week three, but just so you are aware, and so the pressure can be less for you, it’s totally common for you to move at your own speed, whatever that is, so if it takes you more than one week to go through week one, that’s fine. You are gonna do your best to maintain and build momentum because there is something to be said for getting in flow and actually putting one foot in front of the other every single week, learning new material, applying it, learning new material, applying it.
So go at the speed that feels good for you. Within the context of the program, we’re talking about it in terms of weeks, so the encouragement is to get some momentum going, but to also be gentle with yourself and what you’re able to do within the context of everything you have happening, how busy you are, your family, everything else.
You’re gonna have lifetime access to the course training, and you can proceed at your own pace. There are a couple deadlines inside the program, so one deadline happens during the website process, and you don’t get to that until you’re deep into the website process, so we’re talking about in weeks four and five, so there’s a little deadline that’s a 30-day window that you’ll have to actually get the website finished once it’s well on its way. So that’s one deadline.
The other deadline would be a 12-month deadline to move through the entire program. You have 12 months to take advantage of everything in terms of our support for you, in terms of creating the website, in terms of access to the Facebook group, and everything like that. After 12 months, that’s it. We’re gonna assume that you got what you want out of the program, because you have an entire year to go through.
You’ll have lifetime access to the videos and the training, but you won’t have lifetime access to us for support, so that’s the 12 months. You can go at your own pace. You do have this entire 12 months, but my encouragement for you is to treat it as if you have 8 to 12 weeks, so that you have some urgency, you’re really taking steps, you’re getting momentum building and that way you can be someone whose business grows leaps and bounds faster than you thought possible.
So momentum is extremely key. I’m gonna be discussing momentum. You’ll hear me mention it on the group calls. You’ll hear me refer to it in the Facebook group, so momentum is extremely important. You want to put one foot in front of the other, day by day, because what happens is when you start to put the tactics and strategies we discuss into play here in PLA, you’re going to start getting new clients, and your income’s gonna start going up. You’re gonna start implementing specific strategies. You’re gonna start learning new skills, so these things are gonna compound, and if you can just keep putting one foot in front of the other, even if it feels imperfect, which we’ll discuss plenty of later on, how imperfect is perfect, just get in flow. Be aware that momentum itself is a very important piece of this puzzle.
If you’re prone to paralysis by analysis or anything like that, try to overcome that because business and growing a business is a longer-term process. It requires consistency, follow through, and you actually … working with your clients, just like their work is a longer-term process, your work building your own business is.
So basically each week when you come into the week, new week, okay, go through the videos in order, complete the assignments and take the actions that the videos instruct. Very simple. The whole thing is laid out for you to be able to just go watch the video, apply what makes sense for you to apply, any changes that make sense to add, any new strategies, skills, all of that stuff, and take the actions.
Definitely, definitely, definitely, if you’re watching this video, make sure you have access to our Facebook group. It’s very important because that’s the place where we do a lot of support. You can ask your questions. Not only will you get my responses, you’ll get the responses of the community. Other people who’ve succeeded who’ve gone ahead of you, and been able to make some momentum happen in their business, and we also post the links to the group calls there, so you’re gonna be able to join our Q&A calls, our weekly accountability call. So make sure you have access to our Facebook group here. If you don’t, then go and figure that out. Basically you wanna friend request me on Facebook, then I’ll add you to the group, and if you have any questions or whatever refer to the initial signup email, the welcome email you got.
So more about the Facebook group, ’cause it’s such a key component of PLA. It’s a great place for you to go when you wanna share successes, when you wanna ask questions, when you wanna get feedback, and when you wanna help other people. It’s our community. It’s the hub of our community. Even if you aren’t a Facebook person, that’s totally fine. I don’t use Facebook a ton personally, but I do use it for this reason, because it’s so useful as a forum, and so it’s sort of our forum if you will, but it allows for a lot of rich media content, and just a lot of different things going on in there.
The key with the Facebook group, and you’re gonna experience this as you move forward, is it’s not a place like there are everywhere else in the planet, where you can just go in there and moan and complain and everyone’s energy just goes through the floor and everyone feels justified in not taking any action and feeling pretty depressed.
What we’re doing building a business, growing your business, actually it’s very challenging. It goes in the face of what I think a lot of people are doing out there, which is just complaining instead of creating. So we’re creators. We’re taking action. As a result, the Facebook group is a place to focus on and how to act, what actions to take, feedback on things, questions, and sharing when you have a win because then you’ll get the joy of sharing and you’ll get the support of everyone else, and you’ll get the boost of energy that comes from that.
Really be aware of the positivity in the group. It’s not a place to share what you had for lunch. It’s not the place to share that you have a headache. It’s a place to ask questions, get really good feedback, to share your feedback, to share successes. That’s what it’s about.
I wanna encourage you, ’cause there are a lot of people who are very bashful, very shy. Totally normal. I get it. I am myself. Take the risk and share. Take the risk. Put yourself out there, because the more you contribute, the more you’ll get out of the entire program and particularly the Facebook group.
I’ve seen friendships grow. I’ve seen people really have amazing breakthroughs from what someone shared, and that only happened because they had been a presence in there helping other people, and when they asked a question, a lot of people were happy to go and support them. So I really encourage you to get over any kind of feeling that you don’t want to be publicly witnessed in there. Take the risk. Share something. Doesn’t have to be something super profound. Just share something. Share gratitude. Ask a question. I invite you to come and really participate.
So for some reason it’s very normal not to share the successes very willingly, so push through that reluctance to share your successes and help us co-create a culture of momentum, because you have no idea how powerful it is. If you share, “Wow, I got four clients this week,” someone else is gonna hear that and feel like it’s possible, and they’re gonna be brought back from the brink of questioning what they’re doing, and they’re gonna be able to make a bunch of momentum for their own business. It really helps our community when we also share our successes, not just the hard stuff, which is totally fine as well, to share your questions and get tweaks and support for the different assignments.
We will remove negative posts and comments as needed, so there is … the PLA team, we’re keeping an eye on the Facebook group to make sure it stays positive and constructive. We’re happy to get into conversations and debates and questions and troubleshooting, we just don’t want it to generate into just negativity. It’s not a place for self-promotion. It’s not a place for complaining and moaning. It’s a place like I discussed here, and I really invite you to take advantage of it. It is surprisingly powerful. That Facebook group is something you probably didn’t realize you were going to have as part of joining this program, but I just want to take this extra time and persuade you that there is some serious power in there if you want to be a part of it, and contribute, you’ll get far more out than you put in.
As you move through PLA, you’re going to have questions. You’re going to be wresting with things, and so how do you get help? First off, just make sure you watch the videos and pay attention. Take notes. Really be attentive to the videos. I have done this work for a very long time, and worked with hundreds of contractors all across the U.S., and I can tell you that there’s nothing like this anywhere and that the content is extremely good. I’ve poured myself into this. Make sure you watch the videos.
Then at the end of each week, there are frequently asked questions, so make sure you go through those, because a lot of the questions that come up, we’ve discussed and we’ve answered. I’ve written out in details answers to all kinds of questions in those, so they’re a great place to go. A lot of your questions that you’re having will immediately be answered there.
So most of your questions are going to be answered in the training. When you have other questions, bring them to the Facebook group. That way everyone can benefit from the question because when the answers come out, whether it’s me, another member of the PLA team, or other PLA participants, everyone can see the answer, and everything can participate. It’s really helpful. You’ll be able to support each other, and just use the Facebook group to bring your questions there. If you want feedback on your assignments, bring to the Facebook group. Happy to discuss these things, but it’s so much more powerful if you get multiple people sharing including me, including other people who are building businesss and being successful.
This isn’t about me. This is about this overall group that we’ve created, and there’s a lot of support in there, so use the Facebook group. And then, come to the group Q&A calls. Those calls are Mondays at 6:00 p.m. Eastern, and Thursdays at noon Eastern. We post a link to the call in the group. You join the call at that time. Come in, raise your hand, and I’ll call on you. We’ll talk about it.
So a little bit more about those group Q&A calls, like I said they’re at 6:00 p.m on Mondays, every Monday 6:00 p.m. Eastern, so adjust that to your time zone. Thursdays noon Eastern. You can schedule this in your calendar so that you know that is blocked. I definitely recommend you attend these calls. Very powerful for you to … even though not everything’s discussed initially will make sense to you, even though some people will be deep into the program talking about ad words or something, it’s not gonna make sense. It is going in there. It’s going into your brain. It’s getting inside your thinking, and when you hit the ad word section, it’s going to be so much easier because you were already exposed to a lot of these ideas, and you’ve heard people troubleshoot, and you’ve heard most importantly the success stories.
So you join through the registration link we post in the Facebook group. We’re gonna post it as a pin post at the very top of the group a couple hours before the call. So 4:00 .p.m. Eastern on Mondays, 10:00 a.m. Eastern on Thursdays, you’re gonna see that top pin post. Make sure you can see the top post. You see that, there’s a link, click it. You’ll go through and put in your name and your email and you’ll register for the call.
At the time of the call you’ll click that join link that you’ll get after you register. Boom. You’re on the webinar. You can join by your computer. You can join by phone. When you wanna check in on the call, raise your hand or type out a question in the questions box. That’ll let me know that you have something that you wanna discuss. I will get to you as soon as I can. I try to get to everybody in order of when they raised their hand or when they type a question.
The calls will run between 60 and 90 minutes, but we’ll go longer until the questions are answered as often as we can. My intention is to get to everyone, and most of the time that’s possible. Occasionally we get jammed up against a deadline or something, but that’s how it goes. So jump on the call, if you can’t get there right at the beginning of the call, no problem. Wait, come when you can. 30 minutes into the call that’s totally fine. The calls are there for you to use as a resource to be able to get direct, immediate feedback and support, and real excited to have you on there to get to know you a little bit, and to help you with that high fidelity ability for us to just talk back and forth.
I really would love for you to come. Please come. Get your questions answered. Get exposed to what other people are up to. I understand it’s a little bit scary maybe to come on and speak, ’cause everyone else is listening to you speak, but don’t be shy, because your presence and your perspective and all your own wisdom and everything you bring to your business, they’re a huge gift for everyone, so I really wanna encourage you, come, participate. You will be surprised what you get out of it.
If you can’t make the calls, that’s fine. We post the recordings in the Facebook group afterward. You can post questions to the registration, so you can say, “Hey, I can’t make the call today, but I would love if you would look at this and what do you think?” I’ll address that and let you know. Use the calls, even if you can’t be on the calls. You can listen to the recordings after. You can pose a question on the registration link and that’s how the calls work. Definitely recommend you take advantage of those.
So then after doing PLA for a while, I noticed that because some of the work of building a business is very … it needs to be consistent, it needs to be regular. Sometimes people have a hard time organizing their activity. If you already have a time management system, a productivity method that works for you, fantastic. Keep using that. But if you would like some extra support and to run an experiment with the framework that we use … I’ve used for years, I’ve found profound, and that I brought to Pool and Landscape business accelerator for everyone to take advantage of, and it’s become a really strong and powerful through line.
If you’d like to take advantage of that, we offer this Wednesday morning, Weekly Accountability Meeting call. So this is not a Q&A call. This call is not for you to come and ask questions. We’re not gonna discuss ad words or websites or anything like that. This call follows a framework of a book called The 12 Week Year. It’s a great book. Highly recommend you check it out. In this call, what we’re going to do is basically we’re using this framework, so we start on the first week of each quarter. So that’s gonna be the first week of January, the first week of April, the first week of July, and the first week of October.
If you join PLA in the middle of a quarter, that’s totally fine. Just jump in. Jump in on week six. Jump in on week nine. But we start at week one and across the quarter, we have 12 weeks, plus one off week, or one buffer week, that the 13th week is there. We use this framework where you can watch the video here in this initial sort of getting started week to go into more detail, but we use this because it gives you a framework of time, 12 weeks, where we’re really focused on whatever you’ve identified as your most important goals, and then each week you have the opportunity to come and get a little accountability.
Here’s what I did last week. Here’s how many things I got done out of the list I said I wanted to do. Here’s how I’m feeling about it. Here’s what I learned, and here’s what I’m doing this coming week. Here’s what I’m focused on. So that’s all the calls are about. Accountability. Having this ritual of Wednesday morning 8:00 a.m. Eastern time, which I understand is early for the West coasters, but it’s tough to find one time that works for everyone, so that’s the time it is. Obviously you can come at 5:30 in the morning if you’re a little later on Pacific coast time. But 8:00 a.m. Eastern every Wednesday we’re there, except the 13th week where we take it off. The link to join is posted in the Facebook group as a pin post, just like with the group Q&A calls.
We’re just trying to support you to take the actions that we discuss inside PLA. We wanna give you support so that you actually do the things that build your business, that make the difference, and that’s what this call’s about.
Again, regardless of when in the 12-week year you join PLA, come on. Come to the Wednesday call. We’d love to have you. You’d be surprised, this is the kind of thing where you don’t see the benefit until you’ve done a 12-week year. After it, you may be pretty shocked at how powerful this system is. That’s why we incorporate it into PLA. So I wanna invite you. Please come. Then watch the video of this getting started material about the 12-week year for more details.
Okay, so some important things for you to keep in mind as you get going here in this program. PLA works if you do the work. This is not a gimmick. It’s not a get rich quick scheme. It’s not a “I will do everything for you.” PLA is like a trip to the gym for your business muscles. So just like at the gym, if you put in effort, you get back energy. You get out what you put in in PLA, and much more.
I really encourage you to take seriously your investment of energy, time, money, and dreams to grow your business. This program works. This program is so powerful if you put it into business. We bend over backwards to provide more and more value. We’re constantly thinking of new ways to support you. We’re constantly tweaking and improving things based on feedback that we get.
This program works if you work, if you do the work. Now much of the work ahead in the program will take you out of your comfort zone. This is intentional and it’s for your benefit. We’re gonna be talking about numbers, math, tracking, technology, writing, networking. We’re gonna be talking social media. We’re gonna be talking about specific subject, business overall that are very challenging for many contractors.
If you’re feeling like this is taking you out of your comfort zone, good. Your comfort zone is what got you where you are. The good stuff you want next is on the other side, outside of your comfort zone. Now put the pieces together in order. So each week builds on what came before, so don’t skip around. You may feel like, “Hey I already have a great method for working with the phone.” It’s still important to go through that stuff when you get to the phone section about how to handle the phone calls, and how to really conduct an amazing, strong initial consultation.
Even if it feels like it’s a little bit repetitious or you’re really good at this, I encourage you to give it attention and time. Go through the program in order. If you’re carrying around any beliefs like, “I’m really bad with technology. I am not a good writer,” this kind of thing, just get rid of those. Jettison those beliefs as soon as possible. Stay curious and get empowered. We’re gonna give you everything you need in this program to grow your business. You will have access between all the resources of our existing participants, the Facebook group, between me helping you on the groups calls, between the content, between our support team, you have what you need. Get rid of all those thoughts about, “I’m bad with technology. I don’t …” all that stuff. Anything standing in your way, not good with numbers, blah, blah, blah, it’s all not needed. You can learn these things. I guarantee it.
There’s some other things I’d like to talk about with you right now. One is empty your cup. So I just referenced this a little bit, but there’s a famous zen parable where this man goes to meet the zen master, the teacher, and he sits down with him and he just starts telling the teacher everything that he knows with all these subjects related to meditation, and insight and all this stuff. The teacher’s looking him in the eyes and he gets out his pitcher for tea, and he starts to pour his tea into the guy’s cup. He just keeps pouring and pouring and pouring, and as the guy’s telling him how he totally gets, he’s skeptical and kind of understands all this stuff, the tea just starts to go fill, fill, fill, fill, the cup, and then starts to pour over the brim and go down onto the little desk. Finally the guys notices, “Whoa, what’s going on?” The teacher made his point that if your cup is full, there’s nothing you can learn. So you wanna empty your cup. Be humble.
Believe it or not, there’s some depth to this program that you only will get if you come in with some humility. I’ve seen people approach this with the attitude of like, “Oh, I already know everything,” and they’re the ones who don’t get anywhere. It’s the people who come in really excited to learn, even if they’ve ready a thousand books on building a business, there’s still something about how we put this together with all of the pieces that, not to mention that the strategies we have are way deeper than you can imagine, and when you get to them, and put them all together, it’s very powerful.
I just encourage you to stay humble, stay curious, and empty your cup. Keep it empty. Fill it up with all the information we’re gonna share here, but just stay hungry for one insight that could help you. Be aware. Nothing is a failure in terms of the actions you’re gonna take inside PLA as you build your business. It’s not a failure, but sometimes things won’t work at first. That’s totally normal. You may craft this entire message and think it’s amazing. You may write this fantastic Psychology Today profile and think it’s just bullseye.
You may start running ad words and out of the gate you think you’re gonna get 10 clients, and you get no calls. Things happens, right, so you wanna take action, learn from the direct feedback you get, adjust, take more action. Totally normal. We’re not expecting everything to be done perfectly the first time. We just need it to be good enough to get moving so we can get feedback so we can make adjustments so we can get to where we wanna go.
Now, the more time or the more money you have right now that you can invest into your business, the faster you’ll be able to gather data about what does and doesn’t work. So if you have a lot going on, you just have to be more patient. If you have a lot of available funds, due to having a good, solid day job, or if you have a lot of time because you’re 100% focused on this, then leverage those capabilities.
Use the time you have. Use the available investment money you have. Be aware of these factors, so if you need to be patient with yourself, be patient with yourself.
Building a very profitable business takes time. This is not all happening in one month and it’s done and you never have to do anything again. This is a process.
There’s all kinds of ways this plays out and it’s up to you. It’s up to you how you approach this, how you respond to adversity, how you learn, how you get uncomfortable, and how you feel doing this. Just be patient. There’s no … that’s one of the most important attributes you can bring to this. Just enjoy the process. Be patient with yourself and take consistent action to build momentum.
Finally, you’re really gonna have to watch your numbers to make sure you know what is and isn’t working. The less clear you have your numbers, and we’re gonna talk about this over and over and over, but you would be amazed what you can convince yourself of when your numbers aren’t clear. I’ve had people ask questions on a group call, speaking as if the month they’ve just had was the worst month in the history of their business, and then when I ask them, “Okay what are the numbers? What actually happened? How many clients did you see? How much revenue did you bring in? What happened?” And when they actually run the numbers, they were convinced it was awful, and it was actually their second best month ever. So this is the kind of thing that happens if you don’t know the actual details, you can convince yourself of almost anything including that success is failure and vice versa.
So we wanna have our numbers clear and I’m gonna encourage you to become comfortable and familiar with the types of numbers that make a difference when you’re growing your business. Don’t fall for just what your mind thinks. We wanna use any data we can that’s relevant to guide you in your efforts and be able to track progress, because progress is what it’s all about.
Now, you are responsible for your results. Even if we could come to your town and build your business for you, it wouldn’t work. It would totally fail. We can’t just make you king of your own business. It’s up to you, because you are the one speaking to them, and you are the one working with them. You need to be invested. You need to be having your voice shine through in everything. You need to understand enough about how this works in terms of growing your business to then perhaps be able to outsource aspects of it, but it’s ultimately you. Your business. Your business. It’s up to you. You’re responsible for the health and growth of your business. No one else can do this for you.
It’s really important you avoid blame, entitlement, and playing the victim at all costs. 100% responsibility. 100% responsibility for your results. That’s what I wanna really encourage you to do. The people that I see who do well really take this to heart. They get rid of entitlement. Entitlement is awful. You expect someone owes you a full business, and that it shouldn’t be this hard. All these kinds of thoughts, that’s entitlement speaking. It sabotages you completely. Just enjoy the fact the you get to grow yourself and your business simultaneously because you will learn things about yourself that you didn’t realize, and you will become a more confident, a more self-possessed, more capable person through this process.
So success will come from giving up your excuses and committing 100%, even if it’s challenging in the beginning, and particularly if it’s challenging, if you go through hard patches, if things shift up and down, those are the parts that are gonna help you the most. I just really encourage you to commit 100%. No other option than you filling up your business and so you’re gonna do what it takes, become uncomfortable when necessary, learn new skills, take action consistently, and that will change you and it will help you help more people than you ever imagined.
You are no longer just a contractor, so if you walked into PLA thinking, “Hey, I’m a contractor,” if people ask you what you do, “I’m a contractor. Yup, I’m a pool builder. I’m a landscaper,” or however you thought of yourself, well you actually are a full-fledged entrepreneur. If you’re building a private business, you are an entrepreneur.
Like I was just talking about entitlement, entrepreneurship and entitlement cannot co-exist, because no one owes you a full business. No one owes you anything in terms of your business. There are two decisions you’re going to have to make. Number one is you accept 100% responsibility for creating your own financial security. You are deciding that your family’s financial security, your own financial security is up to you. You’re standing on your own two feet and you’re bringing value. The other decision, you don’t expect value until you first create. So no one is going to give you any money until you give them something of value.
You have this valuable service you offer, which is your training and expertise and beingness all combined into your Pool and Landscape, what you do with your clients, how you support them. It’s up to you to find those people who need it, and they don’t owe you anything until you give them a bunch of value. At that point you have a really wholesome, ethical, beautiful exchange that goes on of value for value. You give them your time, energy, focus, passion, expertise. They give you their hard-earned money.
You wanna really be on the lookout for entitlement because it doesn’t coincide with your new identity as an entrepreneur. You’re not a contractor. You’re an entrepreneur with a specialty in providing Pool and Landscape for people. That’s the identity shift I want you to go through. You’re no longer, “I am a contractor.” You are, “I am an entrepreneur with a private business offering Pool and Landscape, EMDR, couples counseling,” whatever it is, “to people who are really in need of that help.” We’re gonna talk about your messaging in the first week, but right now we’re just talking … you’re an entrepreneur.
Be on the lookout for entitlement because entitlement is unbelievably pervasive in the world. Academia, social media, politics, TV. When you are aware of entitlement as something to be on the lookout for, you’re going to start seeing it almost everywhere. It is out of control. It’s unbelievable. Seriously, there’s a pandemic of entitlement going on.
So initially it feels scary to give up all your excuses, and to give up security, to rely only on your own efforts to grow your business. You may not have realized that this was what you were doing when you signed up for having a private business, but when you really start to realize as you start taking action, whoa, it’s heavy, it can be intense because it’s growing you into this new identity where you don’t have anywhere to hide. So true empowerment flows from embracing total personal responsibility, so you declare, “I am responsible,” and as a result you become empowered, because of course the energy has to come from you, which is very empowering. You go from feeling scared about it to feeling very excited. This is gonna apply to your economics. You have economic responsibility. I’m going to be responsible to be a net addition to the world. I’m not going to suck energy out of it. I’m going to bring energy to it. It’s very, very profound.
Basically the more you get rid of the vestiges of entitlement, the more successful you can become, because it makes you creative, it makes you proactive, it makes you a person who’s constantly on the lookout for where you can give more value. Where you can help. Where you can provide something that’s not there. Where you can solve a problem. Be very, very aware of this whole entitlement piece. I’m hitting it really hard right now because I just see it sabotage a lot of people coming through PLA and I want you not to fall for it. It’s not your friend. It’s not something to indulge. It’s definitely something to just snip at the root and move forward. That is a little bit about entitlement.
So now, I wanna talk a little bit about the trouble with contractors. You’re coming in here. You have high hopes for your business. I wanna just be able to discuss with you some of the challenges that come up for specific reasons around how contractors are. First off, you’re very smart, educated, hard working and highly trained. You have to be to be able to do what you’re doing. You have to have a level of personal insight. You’ve been exposed to a lot of educational materials and new products. You’ve worked with supervisors. You are smart, educated and highly trained.
Now, along with that training, not all of it was necessarily correct or great, and some of what you’ve picked up regarding business, is might not be that helpful. Business isn’t a dirty word, and neither is sales or marketing. A lot of contractors that I’ve worked with, they come in and they feel a little conflicted internally about the whole concept of money and business.
The academic world is based on perfection. You’re measured against perfection and no one barely ever makes it, and so you’re constantly in this experience of inadequacy in relation to perfection, but when it comes to business, perfectionism is the absolute worst way to approach your business marketing efforts. I’ve seen this over and over that there is an epidemic of perfectionism rampant in the contractors that I’ve worked with. There are so many contractors that are struggling with perfectionism. It’s intense. I’m fairly confident it’s a combination of a lot of factors, but the educational system that you have to go through where you’re really groomed and trained and multiple years of advanced education, it’s a big part of the problem.
So inside the context of what we’re gonna be doing to grow your business, testing is vastly superior to overthinking and trying to make sure you have the perfect plan before you even take an action. When you feel like you wanna ask a question on the Facebook group, on the group calls or wherever saying, “Should I do this or should I do that? What do you think? Should I do this. I was thinking about this.” The answer’s gonna be “Test it.” It’s always gonna be tested because we don’t know. We wanna use sound principles, and we wanna use the numbers. We wanna use as much as we can to not just be flailing around in the dark, but when you have a good idea, ultimately you’re gonna just need to test it. We need to see. Does it work? Does this service work? Have you ever used this? Give it a shot. See what happens.
The problem is certain experiments take a very long time to determine whether they were successful or not. So you have to be very clear what you’re proposing, and make sure it’s something you’re willing to invest in before you get the feedback. Within the context of PLA, we’re gonna try and shorten those feedback loops and get results and information as fast as we can. Just be advised that when you think of an idea, my response is almost always going to be, “Give it a test. Let’s test it. Let’s see what happens.”
Now, we’re gonna be talking a lot about your ideal clients inside PLA. The types of people that you are just in love with in terms of helping them. You love to work with them. They get great results. You feel energized. If your business was full of them, you would just bounce out of bed every morning super excited. When you let those ideal clients guide you, you will be surprised. There will be things that will happen, questions, ideas you never would have anticipated.
It’s really important to get rid of previously held beliefs and adapt to the information as you receive it. You wanna stay curious. You think you have a good idea. One of the ways this plays out is a lot of people come in with an opinion about what people want, so they’re offering a type of Pool and Landscape, a little bit different, some unique twist and they think people really want that. However, you don’t know for sure whether or not people want it until you test.
Rather than think you know, it’s so beautiful to be able to put your ideas into the market, into the world who are choosing whether or not to work with you, and then see, and adjust accordingly. We’re very humble in response to the potential clients that are out there. We don’t know what they want as well as they do. We think we can figure it out, which is great, we do our best, but then they tell us. And they tell us by whether they come in for Pool and Landscape and whether they write us checks. This testing attitude, this humility and willingness to adapt to new information is very important.
As you move through the program, you have an enormous enemy staring you down. That enemy’s name is resistance. I’m gonna read a quote from the great book The War of Art, which if you encounter resistance in PLA, it would be a good book to read, because it allows you to really pinpoint where this is coming from and why you might be procrastinating or having a little bit of a challenge here or there.
The quote from Steven Pressfield is, “Fear is good. Like self-doubt, fear is an indicator. Fear tells us what we have to do. Remember our rule of thumb: the more scared we are of a work or calling, the more sure we can be that we have to do it. Resistance is experienced as fear. The degree of fear equates to the strength of resistance. Therefore the more fear we feel about a specific enterprise, the more certain we can be that that enterprise is important to us and to the growth of our soul. If it meant nothing to us there’d be no resistance.”
So your business growing is very important to you. That’s why you’re here. You know that. We know that. We can be 100% certain that you value growing your business. Therefore, because some of what we’re going to be doing in PLA is hard, it’s new, it’s unfamiliar, it’s uncomfortable. You wanna be honest with yourself when the resistance creeps in and you start to maybe not watch that video or stop attending the group calls, or don’t reach out for help in the Facebook group, or just generally kind of go into hiding.
That’s normal and it’s fine if it happens. You wanna just pick yourself back up and get back on track, recognizing what happened was resistance got you for a bit. So when we’re doing these kinds of things that we’re going to be doing inside PLA, it’s very normal for you to be having some inner battles with fear, with discomfort, with entitlement, all this stuff. So I just want to have this conversation with you and introduce these terms and this perspective in this context, because it’s all good. This is part of it. No shame. No embarrassment. No worries. But at the same time, don’t indulge this stuff. Don’t indulge the fear. Push through. Take the action. Get the momentum. Get the result. Feel the joy. All this is possible and I wanna really support you, but some of the work of creating a full business, creating a great business, creating a business that gets you excited to get up every morning, some of it’s hard. That’s just a fact. I just want you to be aware we’re on the same page as far as that goes.
When it comes to resistance, here’s how to navigate it. First off, remember that quote just said, “Fear and resistance tell you what you have to do.” So oh, I don’t wanna go and talk to strangers. Okay, you have to. That’s exactly what you want to do. It’ll give you the biggest breakthrough of anything. Be grateful for the message of fear and resistance.
When you truly learn to love resistance, that’s when you’ll become unstoppable. I’m speaking from firsthand how it went for me. Definitely was held under a lot of resistance and fear around just getting new clients, speaking to people, saying that I had something valuable to offer. This was many years of learning and growth and pushing through, but when I finally decided I’m just gonna push through this as fast as possible and start talking to lots of people and make offers to them for what I can do and help them, then things started to really unroll and go really fast, and the boulder just boom down the hill. Momentum. It was amazing. So learn to love the resistance in doing the things that it’s showing you need to be done.
Breathe into resistance. Be present and mindful with it. Train yourself to take action in spite of it. And be aware that in PLA you’re gonna have resistance for calling strangers, for writing your website copy, for doing ad words, doing your accounting, who know, there’s lot of places it can come from. Just remind yourself you’ve committed. We’re here together in this. The only way out of resistance is through it, to take the action. Very important.
Let’s talk about how growth happens. So this is growth, first in terms of yourself as an entrepreneur. I’m greeting you at the beginning of your entrepreneurial journey, or your entrepreneurial identity as a very consciously-owned thing. Here’s how it happens. Step one is you commit. You decide you’re going to do something. You don’t just sort of, “Maybe. I might do it.” No, this is a commitment. “I will do this. I’m going to grow a full, amazing Pool and Landscape business.” That’s a great commitment. I encourage you to make it.
Then immediately you move into the courage phase. The courage phase is the phase that everyone wants to avoid, because courage it turns out, doesn’t feel good. In fact, courage feels awful. Courage is when you’re doing things that you’re afraid of. That’s why it’s courage. You’re afraid of something. It’s not easy. The unknown, you don’t know if it’s gonna work. You don’t know what’s gonna happen, and you’re taking the actions and you’re not yet getting the results.
The courage phase is the part that sabotages everyone. Many people never make a commitment, a true commitment, but if they do, once they hit the courage phase, then they melt. They wilt. They fall away. So you want to be aware of the courage phase and embrace it, and that’s what we were just talking about with the whole fear and resistance.
So the good news is once you move through the courage phase and start taking those actions, you develop the capabilities. You’re going to learn all these things in PLA. You’re going to be more capable, which is of course very good for your self confidence. So as you develop more capabilities from taking more actions you’re afraid of, all of which is arising out of your commitment to do it in the first place, you become more confident.
When you grow your business, all kinds of levels of confidence are gonna increase. For example, if you’ve never had a self-pay client, and you want one, the very first time someone comes and writes you a full price cash pay check, like they give you that money for that hour, that’s going to increase your confidence. You have never have had that happen. You took the courage phase of actually putting yourself out there and having a conversation with someone and saying, “Here’s my fee.” They say, “Yes.” You just developed the capability of incentivizing or offering what you do to someone who’s interested in paying full fee for it. Boom. They write you the check. Ah, your confidence increases. Now it’s possible. Now you can get the second one way easier, and the third and the fourth and the fifth.
So all kinds of levels of confidence are going to increase for you. Your first ad words client. Your first successful networking partnership. When you hear someone give you feedback on your writing, that it touched them, these are all types of confidence you’re going to be able to develop and enhance and increase inside PLA.
Of course, once you finish one level of confidence, you go back to a new level of commitment to the next level, right? So it’s a spiral that consistently increases and increases and increases, and you get to ride this spiral as high as you want it to go. I refer to this as the PLA spiral. We’re going through this cycle over and over. I commit to something. I go through the courage phase. I develop the capabilities. And I increase my confidence.
The PLA spiral mastery at one level leads to the next level. There’s always another courage phase coming your way. You don’t get to avoid the courage phase once you go through it once. It’s not a, “Ah, I did it. That was intense, the courage phase, but at least I never have to do that again.” No, you do. Over and over and over at new levels as you keep growing and growing and growing.
Courage usually doesn’t feel good. Just remember that. Courage feels bad. That’s why it’s called courage. There is no clear end in this developmental process you’re gonna be going through with your business. It’s just a continual evolution. So there’s no perfection either. We can avoid wanting to be perfect, because it’s just this process of evolution, of ongoing improvement.
For example as you move through this training, you’re understanding of every aspect will continue to improve with time and experience. So if you build your full business and you decided hey I’m gonna watch that PLA program again, see what’s in there. You won’t believe how different it is the second or third time you’ve gone through. As your business has grown you’ll pick up new ideas and your understanding of all these strategies and ideas, you’ll appreciate some of this much more deeply having gone through it and lived it. That’s the PLA spiral and you’ll hear me refer to that and discuss this whole idea of spirals. So we go through commitment, courage, capabilities, confidence, and then we start again, and we keep going and keep going.
Now I wanna discuss how learning happens so we have an understanding of the context of what this program is and isn’t. Very important. The DiSSS Method is an important background sort of way of thinking about this. It comes from Tim Ferriss’s book The Four-Hour Chef. It’s a very, very useful concept. This is the method of learning. So you’ve got four steps. Deconstruction. Selection. Sequencing. And Stakes.
So deconstruction. What are the minimal, learnable units … the Lego blocks that you should be starting with? Then we talk about selection. Out of all the possible things you can focus on, what are the very most important 20% of the things to get 80% or more of the outcome? Then sequencing. What order? You have all these little components of things you need to learn. In what order should you even learn them? And finally, stakes. How do you set up stakes to create real consequences and guarantee you follow this program? How do you actually set yourself up to do well in PLA?
Deconstruction. The entire purpose of PLA is to give you a map of exactly how to build a successful Pool and Landscape business. That’s what PLA’s about. It’s the map. So as you follow the course forward, you’ll be walking through a deconstruction of the core insights, habits and new knowledge and skills you’ll need to achieve your ideal business vision.
Each week the goal is to present the minimum, learnable units for that week’s subject. We’re not trying to be encyclopedic. We’re not trying to teach you everything possible about any of these subjects. We’re trying to focus on the things that will actually bring new clients in your door as fast as possible. So that’s the deconstruction piece and how PLA plays into it.
Then we have the selection. Of all the available actions you could take to build your business, what should you do? Well, PLA is all about simplicity and focus. You only need a few strong vectors to build your business to full, and that is what we’ll be looking at as we move forward. We have handled the selection piece after years of working with hundreds of contractors all over the country so you can move quickly and begin implementing to grow your business as quickly as possible.
So, the selection piece is handled, just follow the videos, follow the instructions, and you will do well. So then sequencing. The sequence is already there for you, that’s why we laid it out, week 1-2-3-4-5-6-7-8-9. We’ve set things up this way to give you the clearest, best map for reaching your business goals, so follow the map, focus on your execution, and trust that those components are what PLA is providing you.
We have these four steps of how learning happens, and PLA is about the deconstruction, the selection, and the sequencing. So all that is why you’re here and how this is gonna help you shortcut, this is gonna give you capabilities you wouldn’t have acquired on your own, and it’s going to give you all kinds of things you aren’t even gonna realize until you go through the program and apply and learn and receive the support, all that stuff. But then, the stakes are up to you.
I need you to incentivize yourself, so that you actually take the action. I don’t wanna see you be someone who comes in here and then flounders and hide and resists and is afraid. I want you to take action and get the result. So how do you set up consequences so you guarantee you follow PLA? You know, we have some stakes that we provide so the price of admission and the accountability of the public forum, the group calls, the weekly accountability meeting, the Facebook group, all that stuff, so we give you some stakes. We’re trying. But how can you increase the stakes even more so you do the work and enjoy the results? Do you have someone in your life you can get some extra accountability for? How do you put stakes on yourself to make absolutely sure you take the actions consistently that take you where you wanna go?
So raise the stakes for yourself in a way that works for you, and please don’t skip this. Think about it. If you were someone who might sign up for things and you have lots of unread books, or lots of un-gone through courses in your life, don’t let this be one of those. Put some stakes in the game here. Make sure this happens for you. I really want you to get the result.
Now, if I was going to guarantee that you would fail, here’s how I would set you up for absolute failure in PLA. If you expect someone else to do the work for you, if you wanted this all done for you, press a button, da dum, it’s all done, that’s a fantastic way to fail. You’re in the wrong place.
If you allow perfectionism to guide your efforts, if you’re constantly holding yourself to an unreachable standard, fantastic way to fail. If you are habitually avoiding the courage phase, doing anything possible to not have to go through the things that you’re afraid of and actually take the actions that will take you where you wanna go, fantastic way to fail, to avoid the courage phase. Not asking for help in the Facebook group and the Q&A calls, I will tell you that the people who actually join the community and participate and get some accountability going and make it part of their ritual every week to go in there and share a question, share a win, get on the calls, those are the people who make this happen.
It’s possible to just go through the content without the support and get your business full. I mean, the content is good and that’s what it does, however, I really recommend you get that extra layer of support and help by going to the Facebook group and getting on the Q&A calls.
Another great way to fail is not creating a daily mindset routine that you follow consistently, so I’m gonna give an entire video about mindset that you’re gonna be able to watch next here in this startup getting started week, not even a week, just this section to get you really primed and ready for success in PLA, and so I really recommend you go through that video on mindset and you create your handbook, the material that we’re gonna discuss in there, and actually then have that routine you follow consistently to build and strengthen your mindset, because when you are an entrepreneur, and it’s only you standing on your own two feet in this crazy world, you’re gonna take some blows. You’re gonna have things not go the way you wanted them to. You’re gonna have clients drop out. You’re gonna have people call and then not come in. Things are gonna happen. And so you wanna be strong and clear about what you’re doing so that those things don’t just knock you over.
One of the best ways to fail is to blame factors outside of yourself for your results. If you’re resourceful with no entitlement, you’re gonna figure it out. You’re gonna find alternatives. We’re gonna work together. We’re gonna experiment. We’re gonna try something different. But if you start blaming anything outside of yourself for your results, you’re gonna deprive yourself of any possibility of success. So those are the ways to fail. I do not recommend any of those.
So why is PLA so effective? Why am I willing to stand up and advocate for this program as being the best resource anywhere for pool contractors to grow their businesss? Well, we’ve got lots and lots and lots and lots of success stories.
So that’s why PLA works. It’s because the strategies work. The support system that you have, the community that we’ve built with mindset that we have around how to grow a business, some of the information you’re gonna learn, the specific tweaks and insights and ideas, and when you put it all together with a powerful system of actually supporting you to go where you wanna go, that’s why PLA works. So trust that you’re in the right place and that this can take you where you want to go.
So you’re gonna hear my voice on these videos, but PLA’s a lot more than just me. You’re gonna be hearing from all kinds of people as you go through this journey, so you aren’t alone on your journey to grow your business. We’ve got people in the Facebook group who are part of the team. We’ve got people who are gonna be working with you on the website who are part of the team. So as you move through PLA, we’ll be working with you on the various tasks and strategies. You can come on the group calls and the weekly accountability meeting, talk to me, talk to some other folks.
When you’re working on your website, we’re gonna be looking at your content. We’re gonna be helping edit that. We’re gonna be helping you get a design that you like, that also matches what we know is effective.
So from all of us, the entire PLA team of whom I’m just the representative you’re gonna be spending a lot of time with on these videos, thank you for the opportunity to serve you and your clients. Thank you. We really believe in the mission here which is to help you help more people, and to help you help those people value what you offer them. It’s very important in this society for mental health to be valued and honored more, and for the tools and the strategies and methods and relationships and capabilities and possibilities that Pool and Landscape offers to be more widely accepted and utilized.
I mean I really believe in what you do, and that’s why we do what we do. We wanna help you help more people. Very simple, but so one last reason that PLA’s so effective because we have this team that’s here helping you grow your business.
So all right, what is this program all about? I just wanna give a quick overview. We go through week by week by week, we’ve got client clarity in week one. We’re gonna be talking about in week one, who do you wanna help, and who are they? Where do they live? How do we really know who we’re talking to and how do we talk to them in a way that will land? So that’s client clarity week one. We’re gonna be talking about some other really important foundational things for your business, but the real theme of week one is getting clear about who you want to work with, who you work well with, who you love working with, who you can help the most, and that is the foundation everything else rests on.
Then we’re gonna be talking in week two about organic promotion, so believe it or not it’s still important to grow your business through good old word of mouth, that Pool and Landscape is such an intimate service, it is so personal, and therefore the type of referral networks where people know you’re good and are very confident in referring someone they know to you, for them to do some deep work, very strong work about the things they’re most ashamed of, or their most painful traumas, and this kind of thing, organic promotion is important, so we’re gonna be talking about that. We have a specific tweak and strategy on how to do that.[And so on …. desc of 3-9]