#405: How To Write a Book, Easy Peasy, Just Copy Your Old Book w/ Max Traylor Pt. 2

Sweat Equity Podcast® | The #1 Business-meets-Comedy Podcast | Hosted by Law Smith + Eric Readinger

Chapter jump times How many words and chapters appear from book one to book two is about 75% the exact same book? 2:58 Why you need to do multiple books 8:58 Changing your entire business model on a dime. 12:55 When you become comfortable, you’re no longer an entrepreneur. 18:43 Why some people are driven by Impostor Syndrome and perfectionism. 23:19 What works for you isn’t going to work for me. 28:10 Once you go black you never go back, but you might go yellow. 34:32 Max Traylor is the author of Consultant's Survival Guide: Learnings for Make Benefit the Glorious Profession of Consulting. https://www.amazon.com/Consultants-Survival-Guide-Profession-Consulting/dp/1734854561 His latest book is the follow up to his 1st book, The Agency Survival Guide: How to Productize Consulting Services and Do Other Things Better Too Vol. 30, B2B Marketing Advisor, Inbound Agency Coach, Strategist, and host of Beers With Max podcast. Hit him up at MaxTraylor.com Max returns to the show to talk about the potential next edition Vol. 31, The Gap theory by Dan Sullivan Strategic Coach, Celebrate Your Achievements, Measuring Your Progress, Vendor Evaluation, Be An Indispensable Partner, Hedonistic Treadmill and more. Episode sponsored by SQUARESPACE create a customizable website or online store with an all-in-one solution from Squarespace. Choose a website template and start your free trial today. Here's our Squarespace promo coupon discount code affiliate link https://squarespacecircleus.pxf.io/sweatequity --- Sweat Equity 🔗s SweatEquityPod.com Linktr.ee/SweatEquity Hosts’ Eric Readinger & Law Smith 🔗s LawSmithWorks.com Tocoba.ga --- Wanna help Sweat Equity without spending a dime? Sure, we’re the #1 business comedy & comedy business podcast on earth, but we can always practice Kaizen, aka continuous improvement. Please? We’ll be your BFF! Hook us up by

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#comedy #business #girthyroi #sweatequity💦 #69b2b #entrepreneur Keywords by Otter.ai - Otter referral link https://otter.ai/referrals/AVPIT85N book, people, work, podcast, called, workaholic, consultants, max, business, eric, good, thought, episode, write, chapters, business model, point, tampa, low volume, squarespace Transcription by Otter.ai - Otter referral link https://otter.ai/referrals/AVPIT85N Law Smith 00:01 sweat equity podcast and streaming show the number one business comedy podcast in the world. Yeah, we've got our buddy Max trailer on. I don't know if he's our buddy anymore because he didn't see us while he was an hour away when he came down our way. He's got a new book called The consultants Survival Guide. Oh, yeah. Eric Readinger 00:24 Learning will make minutes to the glorious profession of consulting. And Eric's Law Smith 00:27 going to be doing the audio book from this episode. Are these two episodes I should say? Hey, we're the 20/28 note of that. You Eric Readinger 00:37 might hear this twice. It's not a mess up. It's gonna be the second part of it. Law Smith 00:40 Yeah. And your look your second lead on an audio book. That's amazing, dude. What does he do? He taught us how to write a book again. He he talked to us about how he basically did a second issue by changing only 25% of the words from his last book genius and some site study he's been working on so exciting stuff from all Maxie. Listen to us on iTunes, Apple podcasts, Spotify and Google podcasts, Amazon music, your mom's watch. Law Smith 01:11 Plenty of today's occupations didn't exist a decade ago like an Esports game coach, or a cryptocurrency analyst. From NC seller to Podcast Producer. New opportunities to build a career are popping up every day. And Squarespace is the ultimate tool for the professionals to use to build a site to market their brand and to sell anything features like I'm gonna read this whole Eric Readinger 01:38 got to it. I didn't know what I thought we got a new sponsor or something. Law Smith 01:41 No, I just pull a copy from another big podcast about Squarespace. Features like Squarespace analytics allows you to use insights to grow your business, so that telehealth Whoa, therapists can see where you need to be. Law Smith 01:56 I should take the shades up. I'm not going to because I look cool. The appointment scheduling feature allows you to add Online Booking and Scheduling to your Squarespace site. You might have to hit the intro music another time. So that divorce a in need a professional online dating profile writer can schedule an informational interview right on your site. What are you waiting for? Get a free trial for Squarespace. Build your site, your brand marketed out there with our free trial in the description. Hit the link. Let's get it going hot sweat athlete. Max Traylor 02:56 are listening to the sweat equity podcast? I was gonna write one book multiple times. If you do a word count on the how many exact same words. And chapters appear from Book One to book two is about 75% The exact same book. Law Smith 03:10 Oh, I had sent this to Eric and slack a couple of hours ago. I go Yeah, I was looking at some of the stuff. I was like when I read the book. I was like, didn't Max tell us this stuff in interviews. I'm definitely too lazy to get looked at me even though we have an outer body experience. Well, look, I have who I have a weird memory. Like I'll remember shit that I'm not supposed to remember and forget, Max Traylor 03:33 especially when you take good notes. We know that. Law Smith 03:35 Well. We got robots doing that now. Yeah, no, I have to take knowledge and the only reason I'll take notes because it actually helps me memorize. So if I do a setlist before I go up, it'll be like seven words. And I'll just go okay, I can fill in the blanks in between that. Yeah, yeah, sometimes, or sometimes not right at all in bomb. But like, just by the fact of writing a note. I might not use it. I think you're like 30% likelier to memorize it or something like that. If you write down. I may have made that up. Max Traylor 04:07 Yeah, me too. No, I do all handwritten notes on all my like sales calls on all my workshops. Like I'm a handwritten note guy too. It's absolutely yeah. I mean, you have a photographic memory. So what you're experiencing is not deja vu. It's 75% the exact same content. I changed some words, I took some chapters out totally new chapters. I Law Smith 04:27 loved it. Once I saw the money tree, I put them side by side in each book, the money tree diagram is Max Traylor 04:33 23 chapters, the exact same, literally the exact same. And I switch them around in the order just to let you know, Law Smith 04:40 well. The three card might not you know, Max Traylor 04:44 but I got the idea from a buddy of mine that wrote a book really successful. leadership coach, and I was talking to him and he's like He wrote the Ultimate Sales revolution. It was a book he's like, Yeah, I wrote the book for the wrong audience because I really decided that my target audience is really chief operating officers. So I'm relaunching the book, I was like you rewriting the book? He's like, No, I'm relaunching. I'm just changing the title and the cover. I was like, what a badass. I was like, that's the way to do it. You know, all these authors, I'm 15 Times published 15 times, Law Smith 05:20 we think we're thinking one book. We should do multiple books, right? No, we're Eric Readinger 05:25 thinking like, like, it's Google indexing these books or something. Nobody's checking this shit. We could just change the time. Max Traylor 05:33 I can plagiarize my own Law Smith 05:34 right. How would it be to go No. Eric Readinger 05:38 Sandwich more through the next one. It could be 7020 fibers and bigger than this one. It's got this whole thing and I'm Max Traylor 05:44 gonna send you an Amazon published book. It's gonna be Max's book for law. Law Smith 05:48 Yeah, dope. And you're gonna be like, Oh, Mike's Law Smith 05:51 gonna get that customer. Yeah, like, sex is law books. Suck on that Grisham fool people? Well, no, I, I once I realized that I go, that's, that's brilliant. There's more consultants than there are agency owners. So that's number one. Right? You hit a if you're trying to do that. Max Traylor 06:12 I mean, that wasn't a part of my consideration. I'm never gonna, I'm never going to even scratch the surface of my addressable market. Law Smith 06:20 Well, you want to get it out there. At some point it will it? Look, it probably won't be on the New York Times bestseller probably won't. I don't know percentage. But I'm saying like, you do want it to get out there in a certain clip. Right? You did it for a reason? Max Traylor 06:41 Yeah, well, the reason is sending it to people, right? And then being like, a baller move guys really incredible. Incredible. I should pay him Law Smith 06:54 till they see this interview. Max Traylor 06:57 They were amazing on that, like, they'll show it to anybody in my target audience if you'd be pleased. But Law Smith 07:04 this whole books, look there. There are Max Traylor 07:06 different ways, there are different ways to use the book. And what I learned from my third book, the way I used my third, my first book is that I would talk to somebody, and if I knew they were a good fit, I would send them my book. Now half the time, by the time I got to the second conversation, they had read my book, and they would say I want to work with you have a great sounds like this is the greatest thing of all time. And it costs me like $7 to send them a book. And so I'm going a little bit beyond that now, because I have shifted from a low volume, high ticket business model where I charge like 50 grand, and I'd want one one deal a month, to a more volume based business model where I'm charging a monthly fee to consultants. So now I'm doing more group workshops, the people that do my group workshops, I get about 20. Every week or so they get a digital copy of my book, if I think they're a good fit, and they in the workshop, they're like, they seem like a good fit. I'll send them a an actual copy of my book, like the one I sent to you. And it's just like something that is very little effort on my part that gives them a very good sense of who I am. And if they can relate to that, then it's a lot, you know, it's a lot more efficient for me to bring them into a program that is, you know, them paying me. Law Smith 08:29 Yeah. Last time we talked you were working on something with the psychology of consultants. Studying study? Yeah. See, my memory is not all cash down there, man. And why would you go from high ticket low volume, high volume to the opposite? Well, I'm curious why you'd want to do that. Max Traylor 08:55 Yeah, for sure. So a couple of reasons. The first reason was personal. And I wouldn't have done it for just this reason. But when I work with a company, and I, you know, help them create this new service offering. And so let's say they're making more money, right? That was the reason I was doing, Nobody's life changed. Nobody got to take a month off of work. Nobody got to tell their boss to eff off. Like it was like, Oh, great. You did it. See you Monday. And it's like, Nobody's life changed. But when I started during COVID, I'd start to you know, talk to these executives at these agencies and consultancies, and they'd be like, Yeah, I want to do this, but Max, I'm leaving my company or I'm about to get laid off or, you know, fuck this, I'm done. And I would help them and they would take a month off, or they like take their family to Europe, or they do something like crazy like that. I was like, wow, I can really make an impact on people. So I knew that I was a lot more personally motivated to help individuals. But you know, during COVID The first thing was the great resignation. You know, you had all these senior leaders at organizations resigning. And so that was like the first wave of like, Huh. There's people with money. They're really smart. They can actually pay me these high fees. So I was still doing high fee low volume, but it started to be individuals. And I started to build a new business model, I created the 90 Day Challenge. The 90 Day Challenge, no bullshit. And ping pong paddle as a as a way to break it. Was that was that a ping pong paddle? That was that was a paddle. That's right. Okay, just in case moving on, you know, you need to give anyone a spanking Law Smith 10:40 finish it. Finish the thought finish it. Max Traylor 10:44 Yeah, I couldn't find it. Yeah, so. So I needed to break, I knew I needed a break, I knew I needed to create a business model. That was a little more volume based. So I like to go from one to one to one to 10. So I needed to take what I was doing for individual clients, and make it something that I could bring 10 people through at one time. So that was my 90 Day Challenge. I did that for two years, did about six challenges, figure that out. And then I launched the max S Pass. So now people can pay me a monthly fee. They get access to everything I do. My defense is a good offense. Meaning like, I have so many programs and things that I'm doing that they can't really abuse my personal time, because I have so many things that are valuable that they're taking advantage of that like, yes, people get the one on one. But it's not like they're talking with me multiple times a week or even weekly because I have so many cool things that they can Law Smith 11:46 that they scalable, digital residual. Exactly. Max Traylor 11:51 Full of it, and you can't even repeat it. So that's why that's why you know, that's why you need to do multiple books because Law Smith 11:56 pretty close. C minus is good. And my brother Max Traylor 11:59 Jamal, digital belligerent. Law Smith 12:02 I was so excited. I was like, I already retained something. blurt it out. The book bro, Eric Readinger 12:12 got a book an hour away from Sarasota. Max Traylor 12:16 The final straw was these layoffs. So my business model was about half and half, half independent consultants, half companies. And then I saw like 30,000 people being laid off all at one time. And I was like, okay, these people now have the time to do the hard work. They have about three to six months of severance pay. So they have the money. And they're pissed off at the man Law Smith 12:41 and that STEMI check. STEMI STEMI. Right. So no Max Traylor 12:46 one said it like that. Yeah, that's the tune Eric Readinger 12:49 it all the time. I remember Stephen Stamey Law Smith 12:50 still haven't gotten mine. I think it was. Max Traylor 12:55 Yeah. And I'll tell you what, man, I'm in the thick of it. Like it's not all figured out. It's, you change your entire business model on a dime. And I mean, I was well, I was well prepared. I've done it before, but it's still reminds me of what I'm helping other people do and how effing scary it is. And like, dangerous, you know, risky and like you have like a short runway, and you like overwork yourself because you think you should be working as hard as possible. But in reality, you hit a point where there's like diminishing returns. So it's kind of cool to be back in that mode, because I've been sort of comfortable for a couple of years. Eric Readinger 13:30 Like Tom Cruise doing your own stunts, Max Traylor 13:33 right? Yes. Doing my own stunts. Totally perfect metaphor, like Travolta Law Smith 13:39 making out with dudes. Right? Right. Yeah. Yes, yes. What's it called? So you're kind of going through the customer experience really, you know, Max Traylor 13:57 emotional customer experience for myself, man. Well, and it's funny because I'm doing everything that I don't. Well, so most of my most of my clients are in the stage of they need to maximize their low volume, high ticket, one to one consulting business. And so I mastered that. So I'm now on like, a new frontier that I'm not exactly. Teaching people. I have a few clients that have gotten to that stage, but for the most part, I'm like, out in front, teaching something that I know works, and I'm just like, hey, I'm gonna do this crazy shit. I'm gonna report back and I'll let you know if it's safe. Law Smith 14:36 Yeah, you're doing quality control sounds like on this program? What? Yeah, what was Max Traylor 14:41 I'm teasing myself to make sure it's safe and there's no brain damage. Law Smith 14:45 I can't tell if you're just like, you've already made it to a point where you're like, Man, I might as well just try this as a user again, just for funsies Eric Readinger 14:56 right to feel feelings again. Max Traylor 15:00 To feel feelings. Law Smith 15:01 Yeah. Oh, oh, you're dead on the inside to Eric Readinger 15:05 business dead on waiting to Max Traylor 15:08 business feelings? Well, no, I, you know, my dad always said when it's raining, catch the raindrops. And I interpret. Eric Readinger 15:18 Like you're walking off in the shed to Law Smith 15:20 your dad's like Abraham in this book, he just walks by and says prophetic things and then by Max Traylor 15:27 and my grandpa Well, I'm a fourth generation entrepreneur. So that's why I talk about my grandfather, my dad and so I was very lucky to just be like, you know, baptized into, hey, you're gonna do your own thing. And this is what it's like and watch me do it. Law Smith 15:42 I think that's very underrated. Honestly. Your family, your family? Not really little bit. I've got my brother in law and like, my uncle to a degree, but like, everybody else is like gold watch kind of territory, you know? Yeah. And so it's like, really tough to explain does and Max Traylor 16:01 like Eric was saying, what was it your in laws there was like, Oh, you're still doing that? You know, they don't get it. Yeah. Law Smith 16:09 Well, they never got a sister. But yeah, and they never got it. Oh, okay. Sr, they never really got it in the first place. Because they didn't really want to take a minute to understand it a little bit more. Right. So it's like, you know, Eric Readinger 16:22 we don't do your squirting bid for your sister. Law Smith 16:26 She's not in that story. Eric Readinger 16:28 But she was in the STEM nothing bit. Law Smith 16:31 No, no, I'll embarrass them. If they come to a show. I'll point it out. I go by sisters. Yeah, let's make fun of Max Traylor 16:38 her. It's tough. It's tough to believe in the mentality of like, I'm going to do some crazy shit that like I believe in and probably is not going to work usually doesn't work, but I'm gonna do it anyway. And here's all the people that have gone through the same process and have been successful. And then you know, people discount it for a number of reasons. So you know, it's just a different do your little Law Smith 17:00 books. Yeah. People put little in front of what you're doing. It's my biggest pet peeve in life. Max Traylor 17:09 You do a little podcast? Law Smith 17:10 You do your little podcast still? Yeah, yeah, bitch. It's over 400 episodes. We're consistently doing it every week. Yeah, we're still doing question. Max Traylor 17:19 How do you help people? Law Smith 17:20 What's your little thing? How's your little, Max Traylor 17:23 little thing? Yeah, I knit quilts like, Oh, sick, bro. Yeah, Law Smith 17:27 how you're a little backer man is going bitch. Eric Readinger 17:30 How would you do one person was it took a year to do a quilt does that take? Max Traylor 17:36 So I've come to call these things a noble contribution. You're making a noble contribution to the world. You don't care if it well, you do care. But if it didn't work, you'd still do it because you love doing it. And it's and it's like, Look, man, you're just out here contributing to people and if it impacts one person. Great. And that's why you do it. And so you know, we got to be we got to be crazy, risk loving idiots to do what we do. And that's what makes some cool stuff out there. So Law Smith 18:11 yeah, yeah, no risk, no reward. I've heard that before. Max Traylor 18:16 Sounds made up. Okay. very cliche law. Thank you. Um, Law Smith 18:19 no, I agree. There's, there's a gut intuition, I think within entrepreneurs Law Smith 18:26 and artists as well who don't want to be called entrepreneurs. But like, I feel like there is you have to be fucking insane to start doing stand up because you're terrible. And you're like, This is going okay, this isn't getting better. You're in complete denier so bad to be so bad. Like, your fucking hair. Red Max Traylor 18:42 eyelids. Good. Law Smith 18:43 I got a couple of laughs at this weird coffee shop. You know, like, that's your life. For the first like for Max Traylor 18:49 you. It's like a it's like an emotional form of cutting. You know, like you're abusing yourself. Like you were saying earlier like, Oh, so you did this so you could feel something in a way? Yeah. Because when you when you become comfortable, you're no longer an entrepreneur. Law Smith 19:04 Yeah, it is like an ice bath. I was gonna say ice bath cute. Super cute. You guys must work together and saunas. Yes, yeah. Everything was honesty. Yes. And and Eastern Promises fighting. Oh, yeah. A lot of Eric Readinger 19:26 wiener wiener flopping around. Yeah. Do you go Mortensen? Law Smith 19:30 Don't Don't pretend like you want to think it in Max. Don't pretend I honestly Max Traylor 19:34 I honestly tried to go through all the movies that had like, you know, there's not a lot and I really Law Smith 19:44 promises really we're not to show you a lot of peepees there isn't really Max Traylor 19:48 able to show our stuff. Law Smith 19:50 Oh, go watch Viggo Mortensen and getting his Russian bathhouse on in a fight for naked fight a lot of ticks flying around. Max Traylor 20:00 We just saw in a good my wife needs a good movie list. So yeah, they love that Law Smith 20:05 wives, real promises, Eric Readinger 20:06 and he dropped her off. Hey, Law Smith 20:09 I was talking to guys on the podcast they said you should watch Eastern Promises scholar talks in it. Max Traylor 20:15 Yeah, that'll really. No, she likes the books, man. She's really into these books. These like girl porn books, where there's always like, well, the weird the scary part is they're always like, psychopathic murderers. Law Smith 20:31 I think we saw her on camera. She's a white woman. Right? So I mean, you guess that's hot yesterday. I mean, why winters are hot, right? When we started this pocket? Like, I'd be like, Yeah, I have a podcast called sweat equity. And I love podcasts. And I look at them and go, why women don't murder which murder podcast Do you love? And they're like, how do you know? Eric Readinger 20:53 I mean, those audio stories that they say are podcast bullshit. Law Smith 20:57 Oh, and that you think the crime rates up because you're listening to it at that time? Right? The fear of fallacy or fear, the fallacy of Fear Index. We're safer than we've ever been in history. But we feel like we're not it's the same thing. Like we're the highest Eric Readinger 21:16 the ice bath and so we're just doing it for a second. Now I feel better though. Law Smith 21:22 Never saw it from that side. Yeah, ups and downs but I don't think that I don't think it has an end and a lot of women's head I really think they they think they're like mini detectives. And my mom told me Max Traylor 21:35 sure that's why yesterday she followed a guy's it's like a series of like seven books. It's always a series of like seven bucks. Eric Readinger 21:42 So what's what are these books about? Psycho murder like Max Traylor 21:45 getting tied up and like, you know, almost killed and then like, raped? Whoa. And like they love it. Law Smith 21:53 Say go kill love borderline. They call it ruin our boat. We might as well put it just some for the white ladies of gin just making Max Traylor 22:07 like one or two chapters. For the white woman. No, Eric Readinger 22:10 we'll do when we sandwich the content, you know, at the beginning intro for one of the episodes to be like, Okay, this episode. Eric had a ball gag in his mouth and law hat on black leather zipper mask thing? And that's the weird part. That's how it was. Law Smith 22:24 That's a normal. Oh my god. I love it. Yeah. Can you just everything? Max, what was this site project you're working on before we get to? On improperly? Dirty highway before we get family Max Traylor 22:38 shut? Remember Mission episode on the site project? I think. Law Smith 22:44 What's that? Yeah, but you were in the midst of it last retired? Oh, yeah. Max Traylor 22:48 So we did so. Like my advice to people has always been really simple. What was Law Smith 22:54 the project part rewind? What was the project? Overall? Max Traylor 22:57 Oh, it's called the psychology of consultants study. Law Smith 23:00 I mean, great, great, great title came Max Traylor 23:03 up with that great title. Law Smith 23:05 I love it enough to Eric Readinger 23:06 have like a catchy title for Max Traylor 23:08 a study. Yeah, no, it's like literally studying the psychology Law Smith 23:11 of consultants. I was kidding. Guys Max's Max Traylor 23:16 call it like, falls out or something. But, you know, I wanted to dig deeper into why all of these people I was working with that I was giving such practical, simple, reasonable advice to would break down in tears all the time. And so I was like, alright, you know, maybe maybe there's a reason for this. And so I wanted to look into the level of impostor syndrome, and perfectionism, and workaholism. And the third profile was like Jack of all trades, like when you think you need to do everything, and you'll delegate nothing. And so we looked into those things, and some behaviors that might impact your creative energy, and your life satisfaction, job satisfaction, that sort of thing. And I teamed up with a PhD in psychology and predictive analytics. And so we surveyed all these all these consultants and we found that there were some you know, big things, some really simple behaviors like like something as simple as planning your week on Monday, that for you know, workaholics would have a 60% increase in creative energy. If you did that, and so, you know, who knows if any of its, you know, reality but the guy's a PhD seems really smart to me. And we did the work you know, we were baby step and we did the work. And there were some really cool things that came out of that was that uh, what Law Smith 24:54 about Bob reference that I missed? Max Traylor 24:57 What About Bob reference? I mean, you don't know like my you know, my dog's name is Dr. Leo Marvin. Law Smith 25:02 Dr. Leo Marvin. It's like the chains are wrapped around me. Yeah. I love that movie. I want to work on that. I want to wagoneer Max Traylor 25:11 like we have a cat and Lily. That. Yeah. Law Smith 25:15 Richard Dreyfus Richard Dr. It's my impression of Richard Dreyfus is Eric Readinger 25:20 one of my higher pitched more linked lists. Right, your drink is more lengthy. Law Smith 25:26 You're not getting any Richard Dreyfus impressions on other business shows Eric Readinger 25:31 this guy, that guy is gonna be big one day. Law Smith 25:33 Oh, boy. So what gives us some other tidbits like that, I find that interesting, like, you know, that falls under the This one's ultimate freedom kind of thing. You think it's gonna handcuff you creatively, it actually will gives you more Max Traylor 25:48 wounding that the biggest thing that study taught me is that something that will work for, let's say someone that is driven by impostor syndrome. The feeling of I am, you know, the smarter you get, the less smart you feel is basically how I define it. If I, if I tell you to do something, it will have a drastically different effect on you than like a workaholic. So what we found is like a workaholic identifies as a workaholic, they get their self worth, self worth from from being a workaholic, so you can't try and change their mindset that will have a negative impact. You try and change and try and coach them. But I have a negative impact so I can add it. Law Smith 26:33 People will people think that's a good term. Like it's a pejorative, it's not a good thing to be a workaholic. Yeah, Max Traylor 26:38 well, so because you're, you can't change it. I was always to change. So so what you do with workaholics is you give them boundaries. So workaholic, what we found is that all the creative, the creative energy in the job satisfaction, life satisfaction increases comes with having barriers. Now, they can do a sickening amount of work, they could work up, they could wake up at 4am and stop working at 11pm. But as long as there's a boundary as long as they don't break that boundary, that's where the that's where the improvements come. Yep. So it's not saying you're working too much work less that will have a negative impact. You can't work that much you have to wake up at at 10 and stop at five. They'll have effing mental breakdown. The like they're the fabric of their being. Yeah, into a fucking, you know, like, like, I mean, I'm not like a hard drug addict, but like, what do they call it when your ego death? What's that? Ego Death? Ego? No. Like, like you're craving it like you. Drug and you Law Smith 27:53 like you need to hit your feet. Yeah, like. Anyway, I don't know. Fenian Willie beamen. Max Traylor 28:00 Sure, yeah. Feeling while you're in Law Smith 28:03 really beaming from any given Sunday. And while you're being I don't know, just trying to make it flow. Max Traylor 28:08 Yeah. That was nailed. That was that was the most interesting to me thing to me, because I'm really opinionated. And I know what works for me. And it was just a really cool thing to realize, like, hey, people are crazy. And they're all their own different types of crazy. And so what works for me, or what works for you isn't going to work for Eric, you know, and so sometimes you got to embrace that people like are workaholics in this example. And you got to realize that you're not going to change them. But if you give them barriers, then you can control it and even harness some of that energy. And so I was sort of humbling and educational at the same time. Law Smith 28:52 It's really cool. Is that up anywhere? To look at or? Yeah, Max Traylor 28:57 it's on my LinkedIn profile. Yeah, so it's on my LinkedIn profile, the initial version of the study, but what we actually did was we created this app. Because I got shiny object syndrome. So we created an app. I partnered with a PhD in predictive analytics. So now we're tracking people doing these behaviors like planning on Monday creating Law Smith 29:21 barriers senior days. Max Traylor 29:23 Yeah. And we're in we're gathering the data. So now we have this app, and you take the profile and so like you might be, you might be you might be the workaholic. Or you might be an impostor. Like you might be plagued by the idea that you're not good enough. And so will will subscribe will prescribe you behaviors that and will predict the increase in like your creative energy or the reduction in burnout and that sort of thing. And then you'll like, on it daily basis, you'll rate like how your day is going. And that'll feed the algorithm. And so we're sort of building this predictive algorithm of certain things that you can do to improve your life based on if you're like an impostor or a workaholic, or a jack of all trades or whatever. Law Smith 30:17 What's the app called? Max Traylor 30:19 Got clarity, clarity. It's clarity for consultants, Law Smith 30:23 clarity, for consultants, it's on iOS and Android. I Max Traylor 30:27 know. It's, it's a secret thing that I have right now. Okay, cool on your Blackberry hasn't been launched. I tried to do one thing at a time. Like I lined them up, you know, so I got the book right now, but the next thing is going to be clarity. And I'm sure we'll talk about that. Yeah. For years. Next time we do an interview. Law Smith 30:42 Now you have to come on. When's that coming out? Man app development school. Hmm. Max Traylor 30:52 I don't know when you want it to come out. Do you want to do it? Law Smith 30:54 i Yeah. I'd be a guinea pig on that. Max Traylor 30:57 I'm super sick. I think that a beta Eric and Law Smith 30:59 I kind of always talked about this show businesses really, it breaks down psychology and a lot of basic psychology honestly. And it's like, not that we've, we've mastered business by any means. But I'm saying like, the more we talk to people, the more the breakdown is less kind of math pain points and more psychological pain points. I feel like it's a Max Traylor 31:22 shitshow. And that's what it's exactly what I discovered. Because I was like, Look, man, I my advice doesn't change. I know it works. And the difficulty is not in how do I give people the advice? The difficulty is following my simple ask directions. Now, why do people have you know, 30 mental breakdowns over the course of working with me for 90 days is because this shit is difficult. Law Smith 31:46 You're the David Goggins your business. Dude. Your was that hard as a fuckup? You don't do some push up? Max Traylor 31:52 Well. Oh, there's a reason I sent all my clients. tissue box. Eric Readinger 32:01 So aggressive. Okay. Eric Readinger 32:08 You're gonna use bit? You're gonna, if you've got an issue, Law Smith 32:13 yeah, there's the tissue Well, oh. So anything else on the right, anything else we can say about this book? That's a cover of your other great book. To cover band. Max Traylor 32:26 Now, man, the book Law Smith 32:28 A second issue. I don't know how you would describe it? Well, it's Max Traylor 32:32 a secret. Second issue. I really didn't tell anybody. And it's funny because I know most of the people that got the book had the original book. And you're the first person that has acknowledged that it's like basically the same thing. I was Law Smith 32:45 so excited to figure that out. I thought I was like, Breaking Bad, smart. I was like, No, there's money tree diagram in this book. And this book. It's like Max Traylor 32:56 five differences, like you're sending it to Eric like, dude, I'm not crazy. No, he did it. He Eric Readinger 33:01 sent me a picture with both pages of the money to show him side by side. He's like, No, I Law Smith 33:06 thought it was brilliant. It's like I wrote a bust his ass on this. No, no, I just wanted to save it towards the end. In case that wasn't supposed to be talked about. I wasn't afraid of it. though. Yeah, if you brought it up, he knew what he was good. But I didn't want to be like, Dude, I thought you found out man. SNAKE IN US mean Max Traylor 33:27 that. Look, it was all part of the free but I wasn't setting out to write one book, I knew that being published, puts you in a different category. So my strategist and I sat down and said like, Alright, what's a reasonable publishing strategy over the course of time? And if I do change markets, what are we going to do? And it wasn't write a whole new book because that dude writing a book? Oh, my God. I've got the time I track every moment of time in my business, and I categorize it. So like, I know exactly how much time I don't actually know I have the data. But I don't know how much time it took me to, to read the book. It's Wow. Like it, you think is just writing but it's not. There's so much more that goes into it. So if you write something that people actually like, and are affected by I think this is how Hemingway fix it if it ain't broke, right? You know, if you change your audience, just take the same concepts and apply it to a different audience. Change the cover make it yellow? No, yeah. Oh test. Well, Law Smith 34:32 yeah. Yellow and black. Those are the two colors old school advertising sticks out. Max Traylor 34:38 Yeah. Once you go black, you never go back, but you might go yellow. Law Smith 34:42 I've done both. You do? Not at the same time, man. Don't get weird. Eric Readinger 34:49 And think it was the same. Law Smith 34:51 No. Three symptoms overwhelm. Eric Readinger 34:55 Assume that what happens to ever assume Law Smith 34:58 I'm always I would be worried in that situation. shouldn't be done and be like, you guys, I'll just go do the dishes over the air. So like, what? You guys just finished this one out? I got scrabble over there because when I'm done, I'm done. I mean, you guys are gonna make a lot of noise. I can't go to sleep. Even though I'm tired. Is that how you wanted to end this episode? Max Traylor 35:18 On a wonderfully I think recently be canceled because of that Law Smith 35:21 premise. Like, no, no, the thing said on this episode represent the thoughts of Max trailer. That's my disclaimer, period. Eric Readinger 35:32 I think you're gonna see that melts. Law Smith 35:34 Yeah, I ran out Max Traylor 35:35 to the ice. I think that I think the point is that I'm riding this wave of excitement around doing your own thing. Law Smith 35:44 We're pumped for you. Eric Readinger 35:47 Yeah, I want to I want to be I want to do the audio book. He really Law Smith 35:53 he really actually wants to I do want to get this out. I'm sure there's a twinkle in Eric Readinger 35:57 the whole damn thing. I like it. Max Traylor 35:58 Well, it has to be a collaboration. Fine, and maybe we can maybe we can make it fun. Yeah. It will be fun. Law Smith 36:05 I'll come in if you need a voiceover for some like all the races he lives Bart's Yeah. Oh, that. Yeah. Are you guys you got my power tools. You borrowed my flannel shirt. Look Subarus running. Max Traylor 36:18 It was a different person. I think that'd be funny. Or that Law Smith 36:20 could be cool. But a bunch of comics die that way. Max Traylor 36:23 Every Yeah. Every every chapter was voiced by a different comic. Law Smith 36:28 Bert brought in is Bert kreischer. Brian is huge. His huge black actor friend to say the N bomb at certain points. I think that's genius on the book. Yeah, cuz he's telling Max Traylor 36:42 her the audible algorithms I don't think for black I didn't see I didn't see his new standup yesterday. Big fan of his Law Smith 36:51 Yeah. He's the pride of Tampa. Max Traylor 36:56 Yeah, well, I see that. You guys are Yeah, you've got you and badass guests. So I appreciate you having me on Law Smith 37:03 we face through FaceTime him abruptly sometimes right? In by sometimes. I mean, once in we freaked out like little girls is cool. Because he made $24 million on the road last year. God damn. I told Max Traylor 37:16 my wife that I was like, oh, yeah, I think I think Bert was on this podcast. She's like, why are they have you on the podcast? I'm like, well, Law Smith 37:23 we love you Max. She's got a list of old friends. She's got a list I sent them a book that's what happened we're internet friends right you didn't ask for we could have been real friends if you Eric Readinger 37:32 drove driven an hour from Sarasota that one time Law Smith 37:35 you know we may have even come down there because you got kids and stuff I mean I grew Max Traylor 37:39 up in Jupiter like I Tampa is not a campus far Law Smith 37:44 yet. No you don't even recognize this place it's so we got buildings now. Like Max Traylor 37:50 Alright guys, I'll go here's the thing all come to Tampa. hard sell. We'll do we'll do an actual sit down episode. And then we're gonna have someone with a camera follow us around the golf course. Law Smith 38:04 Rough, but I'll do it. Good golf putt. Oh, yeah, no, I was just thinking I swing like Charles Barkley Max Traylor 38:13 I've seen you there you go and I'm not getting me and so it'd be funny. Law Smith 38:16 I'm down I'm down to clown will split this into two apps I think yeah, yeah. And Max you can get his book consultant Survival Guide Eric Readinger 38:29 learning for make benefit the goal of the glorious professional consulting Law Smith 38:34 on Amazon Max Traylor 38:35 that's why that's why I need a support role in my AUDIO BOOK. Law Smith 38:39 Yeah, there he's he's a voice for mentalist listening to the Max Traylor 38:43 consultant Survival Guide. Eric Readinger 38:46 or listening to the consultant Survival Guide. Max Traylor 38:49 Let's get it claimant, like learn things for Nick benefits. Okay, you got to understand you got it. Anyway, we'll work on it. Law Smith 38:56 Yeah, we don't have to do that. But with the stupid job hey, got you got another job, dude. Eric Readinger 39:01 Yeah, great. So I'm actually excited about food record. Max Traylor 39:06 Yeah, appreciate you guys having me on solid shades LA. Law Smith 39:09 Thanks, man. See you did