hey guys in this video we're gonna be reviewing the book your one-word by Evan
Carmichael I'll teach you how you can increase your success by finding a
single word that describes yourself and I'll find mine in the process there's
also a ton of technical tips on building a brand and business in this book so I
hope you guys enjoy this video and learn something from it so your one word
describes who you want what you want and how you are going to grow yourself and
your business now Evan breaks this book up into three main parts core campaign
and company and uses each chapter to help you find use and keep your one word
for many reasons I think the most important thing about your one word is
that it helps you keep your TrueNorth what you really want in life during
difficult times Martin Luther King Jr's word was equality oprah's is heart and
Steve Jobs was impact can you guess what mine is basically the
core chapter explains why it's so important to have a single word to
describe yourself and how to find it through some simple exercises it helps
you evaluate your life become a little bit more self-aware understand your
character and who you want to be in one single word something I found helpful in
this chapter is that he describes three types of selling you can sell using a
feature this is when you sell a product marketing it by what features it has for
example if you're selling a light bulb you might claim that it will last over
50 years and cost less than five dollars a year to power these are independent
features of the product or service the second form of selling is benefit
selling when you market a product or service to how it will help the buyer
for example you could say you're liable will never have to be replaced and this
sells emotionally and practically to the customer who's going to be buying it
the third however Evan says is the most important and it is core selling it's
selling with your one word in mind core selling would be like selling your light
bulb by showing how buying it would change the world maybe you will reduce
the total waste on the earth or reduce energy consumption in a way that makes
it very eco-friendly Steve Jobs said and in the interview that it wasn't his
first million dollars his first 10 million and it wasn't even when he hit
100 million dollars that he felt like he had done his job it was that he wanted
to change the world the same with you on musk when he started Tesla he was pretty
sure the company was going to fail and go bankrupt and go out of business
he just wanted to change how people saw electric cars so he did that now look at
both of those companies Apple and Tesla they're very successful because they
were founded on one single word one principle to change the world
just like money your one word the one word that you come up with is also a
tool and the outcome of the use of it is all up to the user of the tool so I can
have one word but if I don't practically apply it in my life it's not going to be
useful another part of the core section explains why a single word is so
important it's important because that clarity of one single word leads to
conviction now let me explain if you have a single word that describes what
you want to accomplish in your life you can simply pass every decision through
it and ask yourself is this supporting or failing my one word so it helps you
make better decisions and faster decisions too it helps keep your eye on
the long game it can also help you stay motivated if you know that you are in it
to change the world and you rely back and look on your one word it should
motivate you so how can you find your one word if it offers five questions
what makes you happy what connects your happiness what traits
do you hate what's your constant and is this really who you are those five
questions he asked you for the first question write down a huge list of
things that make you happy and to really think about it to save some time I'll
skip to the next question which is to find what connects all of these things
for me it's understanding understanding stuff helps make me happy along with
learning and teaching things the answer to the third question for me is ignorant
because I hate it when people don't know stuff or they don't have access or the
tools to further their education especially when they have the drive and
they actually want to so find out the traits that you hate and find the
opposite the second part of the equation is campaign so this section is filled
with tons of examples of how people have used their one word in the past to
create a successful business I love historical examples and the
research Evan did on this chapter is outstanding there are some technical and
practical stuff in there I'd love to teach you about also though one thing
that really resonated with me is to not overthink or overspend on a logo for
example I spent 30 minutes designing the practical psychology logo and I spent
only $25 paying a designer to create it professionally the logo isn't as
important as what the logo stands for or what you make it stand for there's a
couple more tips the author gives on creating a successful campaign tip
number one name your tribe for example if you give your audience a name you can
make them feel special and connected The Hunger Game fans call themselves
tributes the same with Evans audience they are called hashtag believe nation
branding my audience as practitioners but I'm not too sure about that
charisma and command is trying to brand his audience and he even joked in a
video about calling his fan cock fighters just think of Logan and Jake
parlors they all have a name for their tribe tip number two is to use rituals
and gestures Evan uses the famous story of Corona and how they use the lime
wedges to brand their product another example of a ritual is toothpaste a
toothpaste you said never have a flavor can you imagine that nobody wanted to
use it because it didn't have a flavor until they added citric acid which added
a sparkly clean feeling to the users after they brushed their teeth and
because of this sales went through the roof it actually has a little bit to do
with the habit loop also think of how Jake Paul always dabs on his haters or
something like that although there is a lot to be learned from successful people
whether you like them or not tip number three is logos fonts and
symbols use a combination of similar logos fonts and symbols to brand your
content to your audience there are many psychological reasons to
think deeply about these and make them very important in your business to boost
overall performance but I may make a video about this later tip number four
is colors now colors are very important because they have meaning for example
I'll list some colors red means danger passion and love examples are YouTube
and the Rolling Stones black means power and elegance examples are Nike and Apple
blue is dependability intelligence and wisdom
examples are Facebook and practical psychology yep I did do that on purpose
when I was starting the channel orange is happiness and creativity
examples are Firefox and Nickelodeon green is growth in nature examples are
John Deere and Starbucks purple is royalty and luxury now this actually has
a lot to do with back in the old ages and purple is a color that was very rare
so examples are Barbie and Cadbury eggs and our last one is yellow it stands for
joy and happiness examples are Ferrari and National
Geographic but Evan also included IKEA for some reason the last tip number five
is sounds think of how my early videos had that famous background music and how
I'm starting to use it again most of you can probably remember the windows
loading sound or the Intel Inside commercial these are very famous sounds
evans videos also have a famous sonic boom type thing one of my favorite
youtubers starts off his videos by saying subscribers thank you so much for
joining me these things are very important in launching a campaign now
the last part of the book is company Evan talks a lot about building the
proper culture and environment of a company that boasts your one specific
word he gives tips on how to hire people in your business out of
fire people in your business even if you like them and some other interesting
behind-the-scenes tricks another tricky mentions is to give a name to your
employees for example Starbucks employees are called baristas he also
gives some really interesting and unique tips on how to get more funding and
raising capital from venture capitalists my last practical tip of this book is
that when you are pitching to a potential investor you have to know that
you're not just pitching your idea or business you are actually pitching
yourself the investor isn't just investing in
your business they are investing in you and they want to know that and they know
the difference between a good executor and a bad executor even if they both
have a great idea that can cost millions of dollars so take that into account
when you go to pitch someone an idea I hope you guys enjoyed this book review
and if you're interested in this book check out the Amazon link below if
you're interested in listening to this book for free check out the link below
for a free trial at audible and leave a comment of what you think of
what your one word is and thanks so much for watching guys
you