Yeah, hello everybody, I guess some of you may know me or may have written May have read stuff I wrote and I think only few of you have seen me actually talking about this topic which is very important to me and this is actually Something I created based on my experiences at Zuse linux distributor and This talk is called myth-busting documentation. I thought this is very very important because there's so many myths about documentation around and This is what I'm going to talk about Nothing is written in stone as you can see here and I I try to Yeah, I try to have this in a little bit funny way even though it is a very serious topic and there has been Yeah, somewhat heated discussions over the last ten years that I was to witness about the different approaches to documentation and You can just lay back and feel fine But in the end this is this is what we're going to talk about today I'm gonna introduce myself shortly then I'll show you some common myths about documentation and Tell you what the perfect writer looks like because we all as you will see we all need documentation writers Then I'm going to destroy the myths one by one and have a short some some short words on Automation and agile documentation like an outlook into the future so Who am I? Well, I'm a journalist as you can see and I was Happy just two days ago to visit the press freedom award. So this is the most recent selfie I found I guess it's yeah, it looks like me. I Was for eight years. I was deputy editor in chief of the Linux magazine in Germany an IT consultant and writer before that and Then for five years. I was the team lead of documentation at Susie and I Now am since May I am again in journalism as senior managing editor at Heise in Germany here big Publishing house and they are producing the IX which is the magazine for the professional users. So everything that is Professional and doesn't need to be fixed every other day. So everything that is supposed to run and work There is documentation all around the world everywhere and there's a lot of common myths about it And I really like this kind of documentation here. Is this a very very old? painting writing, I think it's some centuries old and some of you may know where it comes from But anyhow, let's start with the myths one of the biggest myths is That I heard a lot from both developers and managers in development. No one reads the documentation So as I told you I'm gonna present the myths and later. I'm gonna debunk I will debunk them Good code does not need documentation Everybody can write documentation. How often have you heard that? I guess I don't know how many of you are in in Say bigger or medium-sized companies So if you are in in corporate IT, this is probably an even bigger topic because much to my experience Smaller companies who are more in direct contact with customers They do not they are not that prone to these Myths then everybody everybody of you everybody wants to write documentation, of course and There's experts for documentation everywhere. You find them all around the world Everybody wants to everybody can and it's not a tech job at all Writing is not a tech job How can it be and this was the worst thing that I ever heard it was that is why gender equality is much easier there I will come to that later Then there is one thing I was really surprised to hear was that why should we document? Obscurity is good for our business if the people don't know what we are writing about They will buy our products in our consulting and our support Then there's people who are Only happy if they have their own tools if they don't have to worry about other things And if they can't just stick to what they've always done and no matter what and There is the concept of heisen doku and heisenberg documentation or heisen doku as we used to call it That's where people especially developers say that the documentation people. They are so locked in into their world They love their tools. They invest only time into Making their tools better, but at the same time it's totally old and obsolete because those documentations they are like the librarians of software and Everything they do is just complex and that a tool chain that doesn't make sense and then and so this is These are the myths that I will go that I will debunk in a few minutes Let's have a look at what is the perfect documentation writer? What does he look like and? I found with working with at the end 16 Wonderful people at Suze a wonderful documentation writer some of them with more than 20 or 25 years of experience I found out that these people have a long long list of Qualifications that are necessary to do a good job in documentation and you will have a long list here These people need a good writer needs or the perfect writer needs technical skills So at a level that he could be an administrator at a customer He needs to know the software he's writing about as well as his target audience after reading that He needs to have development skills to understand and follow the developers and Their teams so he needs to understand what the developer actually does what they changes are or what this source code comment might mean That's why he needs coding skills to understand the missing source code comment or to understand what's missing in the source code then we have language skills and Of course because he's supposed to write and he should be an expert in grammar Then he should have emotional intelligence to do the mind switch from developer to user To understand both what the coder meant and what the user wants because this is often not really the same and of It's was it to me no then and then there's project management skills because he needs to prioritize he needs to find out what is important what is not important and Accomplish the needs communicated by product product management And of course the ability to understand and improve documentation tools and workflows. Oh And profound understanding of marketing sales support and consultants needs. So it's an easy job Obviously here the perfect writer. It's it's Only the geeks only the good ones here But that's not all Because you also need understanding of legal trademarks licenses up and downstream corporate identity and styles in language and and layout and That is a set that I Really do not think that most of developers or development teams Actually can have in their vision because it's such a big and huge amount of stuff Especially when it comes to licenses, what can we include in our documentation? What can we not include even with open source licenses? There is stuff that you simply cannot include like pictures or whatever Even if they are CC license, you may not be able to include them in your documentation license because your documentation license has It has different paragraphs that diverge from that and that's stuff that you don't want to deal with and Also automated checks in documentation. I will talk about that later a little bit Then the different kinds of media which have different Styles and different needs Lots of customers really still want printed books or printed documentation then You also need to understand the difference between stable versions or emerging products like we had at Susie Susie created a lot of container products in the last years and these products were sort of written from scratch And so was the documentation that is something completely different than just taking care just in inverted commas taking care of stable version documentation which is continuously updated and You need to set to be able to set up working setups for testing of Software that doesn't even work right because it's alpha software and You have to be able to retrieve the information from the developers which in my team. I was reported was about Something like 70% of the time was running after the developers and getting them to explain stuff and to show stuff to them And this is the the slides are on the websites the slides will be published So you don't need to read everything here This is more than I am able to say in this short time that I have but the top 20 replies of programmers When were exactly that and my favorite is also number one because this is the best thing you can say in times of containers Short form for containers anywhere is it works on my machine Tools for documentation to get the information we need from the developers. Of course, there is the phone bat The whip that we created for ourselves, but the most Successful tools were like this little hook on the left to drag the things out of the nose of the developers because they are not really not always that communicative or of course the crystal sphere the crystal ball To just guess the stuff but nevertheless the developers would act react in their own way They would they're just new it's some of the I've seen some of the most skilled people I ever have met at Susie here, but they just they just follow down their track and yeah, they have things to do and Sometimes you have to drag them Somewhere you just have to get them get hold of them drag them somewhere even against their will and to pin them down to Tell you what you need and for that We had to install quite some Were ways of working with them with development We invented for example, we had dedicated writers or engineering writers The difference between the two is engineering writers were inside the engineering teams They were immersed in the development team in the group of the developers So they were very close and always knew what was going on They were in their sprints in their meetings and everything where it's dedicated writers were in our team But dedicated to one software project. They were little they were integrated in our team, but close to the project to If pending on the workflow of the development team Either one solution was better Then we invented continuous documentation and sort of like to cope with the agile methods of some teams and One thing that I was really driving forward very much to get as much input as possible was format and tool agnostic input So just give us text. I don't care. I don't care Give it give it let it be word document office document plain text email Markdown wiki ASCII doc whatever we don't care and you should not care if you are developer you should not care Just get us the content. We are the specialists for the rest that was one thing that was very important for me and This approach also helped a lot in in the face of flame wars about formats and Like ASCII doc versus dog book xmo versus sphinx or whatever Frameworks there are if you just tell people I don't care. That's your thing. You do it like you would want we can we can work with that that all includes a lot of meetings and As I said, we were working with sprints squads lots of agile methods and flexibility the core input to documentation and That may be Debatable for you, but that's my findings should come from product management It should not come from development because Development usually is not in contact with the target group not directly in contact with the user, but product management They are the central information hub and goal setter for everybody they are the guys who have to say no So they have the money they have the budget they can tell okay We have to document this otherwise we will not sell this product or they will say no We don't need to document this because we'll sell the product anyway So it is their decision at least in a bigger company like Susie it was and this is where the priorities are set This is a where we created documentation plans with them We discussed what needs to be documented and that would be like the plan for the next year for us How we do documentation and this is also where the plan is jettisoned And I tell you writers better do what the project product management wants It's not a good thing if writers do what a single developer wants How no matter how creative and how wonderful the new thing is that he has integrated here Documentation is one of the pillars of success of open-source software for the customers and the customers are in the center So at Susan and other big companies you have like Yeah, you have several entities several people several group of people who are there are directly working with the customers That is the sales and sales engineers consultants even marketing in PR Then you have support partners every customer himself sometimes they you they started directly contacting us and Every colleague out in the field knows what the customer wants and these should be the ones that have an impact on So listen to your customers when you're doing documentation is very very important and Back to the myths So these were my learnings from Susie and back to the myths and I'm going to debunk one by one. No one reads the documentation well It's the opposite the people who work with the customers the ones I just mentioned they tell us they actually read it they need it and interesting for me was there's especially in in the Asia Pacific region There were a high amount of customers who really would print out documentation or asked customers for a printed book Version of the documentation, so that was surprising for me too in times like today, but still Then good code does not need documentation something I heard very often from developers or also from management of development and It's it's not true because Especially for open-source documentation is one of the pillars of success for open-source companies other Many software tools only become usable thanks to detailed Documentations and if you are in a company if you work in an IT department and if you are responsible for working for functioning software or Environment and smooth processes This will affect your daily work and even the success of your business Just imagine you have this one colleague who is the only one who knows something about one workflow Then he's got a car accident. He's in or whatever is it as we used to say he's eaten by a bear and Then you have to you have to train somebody on this It is for many companies. It is like an insurance if they know we have a book and after three days This one person this apprentice or whatever is at a level that he can do the basic stuff there This book is like an insurance to them and that is why it's important for them they really want to have this in a shelf or as a PDF or whatever and Get somebody ramp up somebody on board somebody on a task and replace somebody. This is an insurance for them we heard that so often and Yeah, that's what I said. It's a Appreciate in terms of faster onboarding also we documented our own documentation workflow and that worked quite well with onboarding people very well. Oh Yeah, if you have questions just interrupt me, but I'm sure there will be some time after my talk for questions The Marines wouldn't be the Marines if everybody could get in there, so I'm not thinking of the documentations Community or people as Marines, but If everybody can write documentation, I wonder why there is university degrees on Technical documentation, so if it's that easy I why do so many people at universities waste their time on that Then why does it take months of onboarding to integrate a writer even good ones? Yeah, because you need to learn a lot about the company about the environment about the customers and all of the stuff that I said before and then there is Stuff that is in the character in the mindset of documentation people that are also addressed already and I'm addressing later a little bit more about bias and problems of assumed obviousness that means they have to have the emotional intelligence To do the mind swap to to understand what is not Self-understood for somebody who sees the software for the first time And you have to keep to have an overview over what you're doing Otherwise you will end up in situations that you don't think that might be possible So obviously here was somebody who didn't know anything about encoding This is on a train a photo. I took on the train. I think it was in Belgium if I'm and this is there's a lot of skills and Even though lots of developers want to write documentations And even though they love and care and know what they do They are not in not all of them. Let's put it Carefully not all of them are the best people you would want to write Documentations there's a part of part of that is because they have a different view on the software. They're developing. They're an insider but I heard that from several sides from consulting and from at conferences that the Developer is the probably the best informed person He's probably the least desired one to write the documentation just because he's too much inside and Yes, I know we I heard this from a consultant who really told me even though we don't have documentation for that Don't let these two three people write it. They won't this will not succeed So every yes, there's there's probably more people who want to write documentation then there are people who are able to write proper documentation that is helpful for customers and That's again because of the problems that I said that I mentioned before For example, these people often are not involved with legal matter with legal Questions like maybe use this text. Some of them would just copy Online stuff from other software projects thinking this is open source everything and put it into Enterprise documentation, which is part of a sold project and then you run into license problems. So This is stuff that the documentation experts know and I said before Remember the perfect writer. There is a lot of skills That is needed and that is why it's simply wrong to say there is documentation experts everywhere. That's wrong There is not many it's and that is leads us directly to the wonderful statement one of my friends and colleagues former colleagues said when I told him that I was successful in raising the the the share of Women in my team from one to seven sort of like from five to one to eight to seven So almost fifty-fifty when I left the team and was very proud of that And but the the comment that I heard was well, it's so much easier in documentation It's obvious that it's so much easier there because Documentation isn't a tech job isn't technical and I had to I had to breathe in air And I said are you aware of how many discriminating statements this sentence contains? Yeah, so it it's if you count them I came to four or five groups that he just discriminated with this one sentence He thought about it and just few weeks ago. He still said yeah, that was stupid That was very stupid then but it's just something that is in the mind of people and that's just wrong because also in IT Well, there's many theories why women are still underrepresented in IT But it wasn't always like that and for those of you who have seen the movie about the moonshot the Apollo program Or who are Who are a little bit aware of world war two cryptography and early IT after world war two They know that women had a very strong role then much stronger than the men at the time This group of women that you see here is the women from Bletchley Park. They broke the they broke the enigma They broke the order broke the German cryptography then yeah, then any act such just these look up these these Such any act at Google and stuff any act was one of the first bigger computers after World War two and it was almost only ladies Working with it entering the data into this computer any act was used to calculate trajectories, I think it's the English word for for not bombs for rockets Yeah, so the Where how do we how which angle do we need so that it hits there and there yeah And there is one statement of one of the leaders of the one of the leading ladies of this any act project who said that Finally, we have reached a point where the the calculation is faster than the rocket and Hidden figures was the movie I was referring to about the Apollo program about lots of the ladies who did the The calculations and stuff and there's a wonderful picture of Margaret Hamilton if you remember that I don't know if you know that but if you Google for her name and and you will find it She's standing there. She's a lady. Maybe that tall and she's standing there beside her is a pile of paper and That is the printed software That is the printed code of the software of the Apollo program program It's as tall as she is and she was the team lead of the program then so up to the 60s It was much more standard that women were in IT in fact computers was a term that was Describing female Data scientists we would say today or female Workers at a computer. It was associated with a female person a computer was a lady then so and No, I I don't agree with this friend of mine. So if you like to do some research It's really interesting somewhere in the way in the last decades. We have lost that a little bit But hopefully we are getting there again now so the one of the last myths to debunk is Obscurity I heard that when I was talking to another open-source company a big one and Somebody asked me how do you at Susie decide? What not to document? And I'm like what and then this person explained Yeah, there is stuff that you want your support to make money with right And I'm like what and he said yeah There's really stuff that we do not document because we want our our Support to have a lot of tickets from the customers to make money with it. I'm like, okay This is not open source at all and that's Obscurity doesn't help you there at all because there's three pillars for success of an open-source company That is consulting support and documentation within consulting and support. You also have the packaging topic of giving Updated security patched packages to people updated with new features and then and but you have services and support Means they you get you give them help when they need it you give them you guarantee help Yeah, and documentation and of course I don't need to say that hiding that this hiding information manager mentalities against our all open-source business and One thing that's also not that new is that we have a different situation of first-class Contact with customers our customers when they come in contact with open-source products They inform themselves ahead of buying when in former times marketing was the first contact with a customer And they would come in and hand in their brochures and their PDFs and whatever Today they meet customers that are already well informed and if these customers don't find the relevant information in type of documentation or Similar they just turn away and go to your competitor because the code can be used by somebody else And if they have the documentation, they will think the customer the potential customer will think well This other company probably has no clue about that Huh, and they will take the software from those that have a clue if there are So the heisen doku oops already said that it's it's about tool centric or the myth that documentation people are always worried tool centered and that is in my opinion that is wrong because Documentation needs a lot of tools, but it's much so much more than only the tools We did a lot of automated stuff in the background. We did style language texts We did we tested on logical consistency legal and licensed topics and a lot of other stuff in the background And we at least it's usually there were like 20. Yeah, there were 20 years of experience in choosing the tools that were most suitable for that And that is for example something that directly leads you to why are you using XML? Because we have a lot of machinery in the background that is working with that and that XML of course XML was made for you not made for not made readable for humans But for machines and it has many advantages of checking and stuff to other languages just for an example so And Customers of course make a big difference No companies think of making a difference between Marketing and documentation stuff, but for customers Everything that is tech or has tech is tech related will be considered documentation The customer doesn't care where it comes from If it is a white paper that was written by by by marketing or if it is a chapter in documentation the customer will take it as documentation and That is also one thing that documentation knows because we Talk to the marketing people. We are in contact with them And that is also something that developers rarely are or will be two minutes. That's good so I'm already almost done. I'm short. I will shortly talk about the future and about optimization and agile stuff that we were very much Concerned with What I don't know. What do you think about automating documentation? language I am Yeah, I see development, but I am not that Convinced yet because I think the source code of documentation is language and language is not standardized and or formalized There have been approaches look it up in airplane technology for airplane Documentation STE is a simplified technical English language and there have been lots of attempts, but so far I haven't seen reliable and working automated documentation That is because documentation is not standardized Other than code other than the code that you are working with that is standardized and that code usually always is Clear and precise language is not like you see here put file a in directory B and rename it It is it depends on the context and you need to have prior knowledge to all of that to know Whether you shall rename the directory or the file and there's lots of examples like that My former colleague Tanya did a whole talk about issues like that addressing them to developers Because Here we have assumed obviousness is if you've done this 20 times you just know that it's the directory you need to remain rename Huh, but if you've never done it before you don't know and that is assumed obvious and that is why developers are the last the least Wanted to write the documentation I've said the other things before Another thing is terminology Just I just pick one example. You need to pick them in terminology thoroughly We have that also at Susie we have a whole list We have libraries of that and that is what documentation people work with and that is what marketing works with they have an impact on it That is what developers never know and they don't need to know and For example, we have the you have the peak of mantis shrimp That is not a peak of not a mantis and not a shrimp, but it's called like that for whatever reasons Agile These are the best advice because I'm almost running out of time. These are the best advice I could find on agile documentation. It is a really an interesting topic and There is a lot of discussion on it This these are the things that we found out to be working here We have to think and plan and work iteratively like agile like the agile manifesto says We are with also part of this talk is going more into the user realm into asking the user finding out what they want and Analyze it treat it as a product towards best for the customer Create and support a writing process that enables contributions from outside Automation also here and there is also the CMS that comes in There's a very good link about technical writing and agility and this is the last slide This is what hopefully is the outcome if you have more agile documentation Honestly, I've never seen that working, but there is I've seen a lot of agile development working But I've also seen a lot of agile development not working So I would love if you are in a company that has this working Then let me know the graphics is very simple You see classic documentation is the red line You have a lot of work at the beginning yeah, and a lot of work generally over all of the time and with the agile Documentation you have to do the documentation much later, but it will be much less work. That is the promise. I Have never seen that in process So if if you see that then let me know So this is the end


Proceeding on course to Matlin. We'll attempt air start. This is the emergency. It can happen in many ways. But one thing is certain. How well you've learned to expect the unexpected may determine the course of events that follow. Mogo! Mogo! This is runway one-six. Air start efforts failed. I'm ejecting an angel's tent. This is the beginning of survival. Problem now? Stay alive. The second night was the toughest. I had no feeling of my right foot. I kept thinking they'd amputate if they ever got me back. Every time I loosened the bandage, blood gushed out. I thought of letting it freeze, but decided against it. It was just one of those ideas you get at a time like that. Then at dawn of the third day, the weather began to close in. To me, this meant one thing. They wouldn't be able to continue the search. I'll admit, I was scared. It was the way I felt when I realized I'd lost my survival gear. I fought it off somehow and told myself to relax. I had to go on believing they'd find me. With my fouled-up leg, I knew I couldn't find them. Then I heard the sound of the chopper. At first, I thought my mind was playing tricks on me. I'd been afraid of this all along. But it was up there all right and heading right for me. I tried to wave and yell. The effort was too much for me. I felt myself blacking out. But they saw me. The next thing I remember was Sergeant Kerry coming down the hoist. Lieutenant Edward Stewart, Air Defense Command, flame out, ejection, and 45 hours of raw survival alone. 45 hours. Not a very long interval of time. But for Lieutenant Stewart, long enough to suffer shock and pain from severe injury. Long enough to know the meaning of hunger, thirst, cold, fatigue, isolation, remoteness, and fear. From a technical point of view, these are survival stresses. From your point of view, they are obstacles you must avoid, overcome, or be prepared to withstand if you want to live. And to complicate matters, here are a few more. These stresses can occur in all environments to a greater or lesser degree. The Arctic, the desert, in the tropics, and on water. How these stresses might develop and how they might affect you are the big questions. You can wait, find the answers the hard way, or you can profit right now from the experience of the thousands who face survival and lived. From what they faced and from what they learned have come methods for recognizing, understanding, and combating survival stresses. To pass this knowledge along to you is one purpose of our discussion. And the other purpose is to make you think about yourself. And for this very important reason, if you find yourself in a survival situation, the chances are you'll find yourself alone. So let's take a look at you, the individual, a very complex creation. You are different from all others mentally and emotionally, but physically just about the same. When your body is supplied with the essentials of life, growth and repair processes function normally, and sufficient energy is created to enable you to perform efficiently. But when the body is deprived of even one of the essentials, water, for example, your physical and mental capabilities decrease. And eventually, if corrective measures are not taken, this. Something to consider, isn't it? But perhaps you're not concerned right now because you're fairly well off. And that where you are, life is pretty good. So let's take you from your comfortable environment to another one. One not so comfortable, and try to make the point that way. This is the desert. No one can deny its fantastic beauty. And no one can deny that men have died here alone, through ignorance. Ignorance not only of practical measures to take, but ignorance of how much stress their bodies could endure. Sometimes they discovered this too late. About one-fifth of the land area of the world is desert. The odds against an emergency over desert terrain are in your favor. But it could happen. What then will you be up against? Mainly two things. An excess of heat and a scarcity of water. And without water, you cannot survive for long. For a simple explanation of this, let's take a look at you simplified. Your normal body temperature is 98.6 degrees Fahrenheit. To maintain this temperature, your body has an effective and efficient cooling mechanism. The evaporation of sweat on the skin surface. By this process, excess heat absorbed or generated by the body is dissipated. And you will continue to sweat as long as the need exists to hold body temperature down. In desert areas, the amount of sweat produced can be considerable. This is also true in humid environments where incomplete evaporation interferes with heat dissipation. But the bulk of sweat is water. And every bit of it must be replaced because every bit of it is needed for normal bodily functions. If it is not replaced, your body will go into debt for water by withdrawing water from vital parts. When the bloodstream gives up water, the blood becomes thicker and less in volume. The heart has to work faster to pump the thickened blood through the arteries and veins. And as water loss continues, it becomes increasingly difficult for your body to function. What you have just seen on the screen is the process of dehydration. Understanding its effect on you is important, but important too is knowing how to recognize it. Let's investigate this further. Approximately two-thirds of the human body is water. This level must be maintained if you were to live, work, and think at peak efficiency. When this water level begins to drop, you become thirsty and uncomfortable. You begin to move in a kind of slow motion. You have no appetite. As you lose more water, you get sleepy. Your temperature goes up. You get irritable. Eventually, you become nauseous. Dizziness, difficulty in breathing, and a tingling sensation in the arms and legs follow. When your body has lost only 10% of its body weight in water, you can't move about normally. At this point, locating a water source may be impossible. And when water loss continues, death is inevitable. Not a very happy thought, is it? Well, let's see what you can do to keep the worst from happening. Conserve your sweat, not your water. Drink all you want as long as it's available. Stay in the shade off the ground. Ground temperature may be 150 degrees or higher, even here. Travel only at night. Move slowly. Take it easy. Those were a few hints on water conservation, but they represent only a fraction of the information you must know in order to survive in the desert. Demonstrating how to locate water, how to find food, how to orient yourself in the desert or any place else is beyond the scope of this discussion. But you have access to this information through survival manuals, by undergoing courses in survival, and by viewing Air Force training films. Sun, Sand, Survival is one such film. You saw a clip from it a moment ago. Make a point to see it in its entirety. And make a point to investigate other approved sources of information, Army and Navy material, for example. You might be surprised at how many misconceptions you have about survival. Perhaps you have the impression that water is a prime requirement, only in the desert. It isn't. In order to maintain your water balance in any environment, you need approximately two quarts of water a day. Yes, even here. But this environment presents another serious threat, cold, cold, intensified by wind. The two are a deadly combination of elements, which increases the rate of cooling of the body, sometimes drastically. Scientists have a name for it, Wind Chill. But it's more than a word of technical jargon. It's a fact you can't ignore. It's a fact, for example, that exposed flesh will freeze when the temperature is minus 40 degrees Fahrenheit and there is little or no wind. Now, this doesn't surprise you, does it? But wait. Let's raise the temperature to 15 degrees, not too uncomfortable. We'll experience this. But increase the wind velocity to 26 miles an hour and the same result is produced. Raise the temperature to 20 degrees, increase the wind to 43 miles an hour, and again, exposed flesh will freeze. And what about the time for these and other combinations to do the job? One hour? Two hours? Possibly. Only 30 seconds under more extreme conditions such as these. Cold is an enemy of survival, a killer. It has a way of slipping up on you, numbing mind and body, taking away efficiency on most of your will. Accept that part which says, Get warm. Get warm. Yes, get warm and stay warm. The most sensible idea you could have. But it takes more than an idea. It takes know-how, knowing how to conserve body heat. This, in turn, involves an understanding of your body's heat system. It is a complicated system. So again, a simplification. Blood with absorbed food and oxygen is circulated to the different parts of the body. Every living cell has the ability to burn food in the presence of oxygen. In the process, energy is created. Part of this energy is used in doing work, but most of it is liberated as heat at the surface of the body. When you exercise or do work, you burn up more food stored in the muscles. This requires more oxygen. To get it, you breathe faster and faster. More heat is then generated, and the smaller blood vessels near the skin open wider. Circulation in the skin is increased, and heat loss is faster. In cold weather, when the normal rate of heat loss would result in excessive cooling, the circulation of the blood through the skin is decreased by constriction of the smaller blood vessels. This reduces the rate of heat loss and preserves the heat for the vital organs. Rather ingenious, don't you think? But the system has a flaw in it, and for you, a serious one. When nature cuts down circulation at skin surfaces to conserve heat for your vital organs, she sacrifices other parts of the body, the hands, feet, toes, nose, ears, face, for example. As a consequence, these are the first to become frostbitten. And remember, this situation and danger is not confined to the Arctic. It exists right here in the United States. Some have failed to consider this and died. But wherever you are, no matter how cold you are, the situation is far from hopeless if you're willing to help yourself. Here's how. Improvise. Use materials you have available. Above all, conserve your body heat. If you must exercise or move about, avoid sweating. Sweating increases loss of body heat. If you sweat or get warm, ventilate your garments. And keep your mind on survival. This is good advice. Anywhere, anytime. When you're facing survival, the things you've always taken for granted have a way of becoming terribly important. And sometimes out of proportion. When you're cold, you can't think of anything but warmth. When you're thirsty, you can't think of anything but water. And when you're hungry, you can't think of anything but food. But food is less important than water or shelter. Being hungry doesn't mean that you're on the verge of starvation. You can live for quite a while without food. But the time might come when a little self-diagnosis will reveal these symptoms. You feel tired and weak. You don't think you have the strength to go on. You get cold easily. You become annoyed, short tempered. And eventually you just don't care. When you feel that way, mentally and physically, you're in a precarious position. But let's go back a bit. How can this happen? There are three possibilities. Illness or serious injury might prevent you from foraging for food. You might lack the knowledge of how to live off the land. Or you find things to eat but you just can't stomach them. This last is called food aversion or food prejudice. And for some, it isn't easy to overcome. But when it's a matter of life or death, you'll have to try. You may have to try mighty hard. This is a sequence from another Air Force training film, Jungle Survival. Obviously, food aversion is not an obstacle here. If it was, it's been surmounted. And this is what you'll have to do. No one can do it for you. The resources of different environments vary. But remember, anything that creeps, walks, swims or flies is a possible source of food. And if this makes a vegetarian out of you, there's always this, off the land. Begin right now by experimenting with new foods. Practice eating foods which are not your favorites. And learn to appreciate them. Controlling hunger is one of the easier problems to solve in survival. If you can adjust to discomfort and adapt to primitive conditions. And to make it still easier, here are a few practical suggestions. Procure both water and food when you can still think clearly. Forage for food. Save your rations for emergency. Take stock of what you have and plan accordingly. Don't waste your energy. Stop and prepare your food whenever you can. The rest you get is beneficial. I don't think we have to worry about it. Knowing the effects of different stresses is essential. But often it's not a simple matter to pinpoint the exact stress causing the trouble. Stresses have a way of interacting with producing symptoms which are almost identical. And to complicate your problem further, stresses, physical and nature have very definite psychological implications. You just can't define a stress and say here's where it begins, here's where it ends. As a matter of fact, there's one stress for which no single definition is adequate. Fatigue. The number and variety of activities which might produce fatigue are countless. It might even be the result of trying to avoid a situation too difficult to face. Fatigue is cumulative. It is evidenced by a lack of staying power, a short temper, impatience and a tendency to magnify minor troubles. Whether fatigue is mental or physical is debatable. But its effects are essentially the same. And as far as you're concerned, it's something else you'll have to combat. So again, here are a few suggestions that might help. Assess the situation. Have a plan and follow it. This is always the best idea. Challenge your activities in the most useful direction. Don't overestimate your strength. Set up a program of rest, if possible. And whatever you do, concentrate on the positive, not the negative. Yes, concentrate on the positive, not the negative. Don't let your imagination run away with you. To accomplish this, you must be able to separate the real from the unreal. Sounds easy enough, but often difficult to do. Even for those with the strongest kind of emotional fiber. Even for those in the best physical condition. A good physical condition and emotional stability are two of the best advantages you can have. But sometimes the challenge is too great. In a matter of minutes, this pilot passed through two major crises. First, the aircraft emergency leading to the survival situation. Second, the survival situation itself. Then, a third crisis was superimposed. Injury upon ejection. Now, he could do only two things. Try to keep his face out of the water and hope that help comes. And it's going to take all the stamina and guts he's got. That pilot's desperate problem was complicated, as yours might be, by injury. Suffering injury is unfortunate enough. But whether the injury is minor or severe, shock is bound to accompany it. Sometimes it's the most serious consequence of the injury. It can also be a serious aftermath of the emergency experience itself without any injury being present. This makes spending a moment on the subject of shock worthwhile. Let's take a look then at shock. It's symptoms and treatment. You must be familiar with both. These are some of the signs. Pulse, weak and rapid. Respiration, rapid. Skin, pale, cold and moist. And if the patient is conscious, he may feel faint or dizzy and he may be frightened, restless or anxious. Now, what do you do about it? Let's take a look. If the patient is injured, don't wait for symptoms to develop. Make him comfortable. Conserve his body heat, but don't overdo it. Don't give him fluids if he's unconscious or if he's injured internally. Him, that's the other fellow. The fellow you're going to help, but what about you? You alone. How can you help yourself? If you have an injury, you can expect shock. Therefore, try to anticipate it. If you're able, do for yourself what you would do for others. Now, here's something else. The word shock is used in another way to describe the mental state of a victim immediately following an accident. Apathy and irrational behavior are common. You can expect this to happen, but even when you're alone, you have a good chance of shaking it. Your training is a ready cure. A man well indoctrinated in emergency procedures will usually be guided by them even when dazed. Training imparts knowledge and knowledge is the most effective antidote for the ills, real and imaginary, inflicted on the survivor. And this includes one of the most common, fear. Fear is a natural response to danger and nothing to be ashamed of. Everyone who faces an emergency which threatens any of his important needs experiences fear. In a survival emergency, you may be constantly threatened with the loss of water, food, shelter, companionship, yes, even of life itself. Your fear will greatly influence your behavior and your behavior, your chances of survival. You must recognize it, live with it, and if possible, use it to your advantage. Recognizing fear in yourself shouldn't be too difficult. You've met it before and you've overcome it. But as you face survival, fear, isolation, remoteness, loneliness, and the other psychological stresses are greatly magnified. Coping with them requires a greater effort. But you can do it. This man did for 20 long days. How was he able to do it alone? Because he was endowed with some kind of supreme wisdom? Because he had courage far beyond that allotted to the ordinary human being? No. He had only the resources you have, but he used them to his advantage. He was afraid and he admitted it. He accepted his lot and he tried to improve it. He kept busy. He foraged for food to maintain his physical condition. And when he wasn't looking for food, he kept his mind alert by doing mathematical problems and by singing all the songs he could remember. In order to conserve his energy, he exercised only lightly, but he exercised regularly. He was in an alien environment and he was afraid, but he didn't let fear take away his will to live. He recognized the real dangers and he took practical measures to eliminate them. And he hacked it. That was a sequence from Air Force training film Deep Sea Survival. It doesn't tell you everything you must know. No film can. It was designed primarily to make you think. And as I said, that was the purpose of this discussion. To make you think about these things and how they might affect you. How much do you know right now about survival and its physiological and psychological stresses? Let's hope you know more than this fellow. But what is his affliction? Fear? Panic? No. He was suffering from thirst and dehydration. Then he sneaked drinks of seawater at night compounding his problem. The result? Mental deterioration. Mental deterioration. If he had taken the trouble to find out, he would have known that it might kill him. Don't let ignorance of survival stresses be your mistake. It's the biggest one you can make.


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What is up everybody welcome back to the channel happy 2022 I hope you guys are off to a freaking fast start a successful start with your business with your life with all the above. Today you guys I'm going to be simply walking a client of mine, shout out to Jessica, a top producing real estate agent in the state of Texas actually no I take that back she's not in Texas, she's actually in. North Carolina, shout out to freaking Jessica.  So, if you've been following my channel for a while, I've been doing tutorials and and and trainings on a software by the name of cartridge cartridge, I truly believe in cartridge mainly because of the basic tools that it comes with. As you start to really branch out and build your business online you're going to you're going to really you're going to quickly realize that expenses come fast monthly expenses on software come fast, and they're and they're required, they're required to use to capture leads to build a brand to have to have a website these are basic tools that are that are required for the internet to build anything online right so cartridge just happens to be the one type of software that everything comes in. So it's an all in one type of software that I've been really fired up with and using in my day to day business personally, since 2018 so as I build my agency as I help business owners, as I help real estate agents build their brand online. This is a software that I teach them and I train them and I help them implement into their business so when it comes to real estate for example running ads on social media running Instagram ads running Facebook ads. When that person sees that ad you got to get them to click and go off of the off of off of Facebook off of the platform, for example, to whatever offer your you're providing and enter their name and email they need to be you need to be able to provide some type of website where where you're able to capture a lead right and that's and that's cartridge so I've been using cartridge for a very long time you guys I'm going to help Jessica in her real estate business, and we're going to be running it. I'm going to be using cartridge and really leveraging these these these landing pages and email auto auto responders for listings for open houses and a capture seller and buyer leads locally for her real estate business so if you guys are into any of this stuff make sure you subscribe. Also stay to the end of the video to stay to the end of the call because at the end, you're going to see a link for a 14 day trial to the software that I'm going to be showing you guys right so. I'm going to go down the line with us and then I'm going to I'm going to simply again walk her through the setup of the software and show you guys how basic and how powerful this can be, give me one second. Okay, so now that we're here on the basic page go and click on the start your trial, the yellow button, and then all we're going to do is just go through this setup and choose a username and put in our basic info and activate the 14 day trial. So over here all we need is a starter we don't need any silver gold platinum it's it's just a starter we're on the monthly. So if you scroll down, you can click on, I don't know if it's start your trial or something like that scroll down a bit. Yeah, keep going keep going keep going so right here start my trial so on the left hand side, go in and click on that so the $99 and I always tell people this is why it's either this it's either this software or we go and try to find something else but the main main tools that this is going to provide is the landing pages, the email auto responder and your online calendar. Those are normally typically those are three separate softwares, three separate fees that you have to go and try to find out there. Normally every company specializes in just that one. And that's why every company charges and you have now three monthly fees. But in this one, I've been on cartridge since 2018 and those three are all in one. So, and it's all for the for the same 99 all landing pages out there about 99 bucks a month, a hundred bucks a month. So, in this case what I always do is yeah let's fill out this basic info here. Okay, so we thought that basic info and then here, which is kind of will put in this for the 14 day trial. As we put in our info or card info. This is where we'll simply choose a username. So this username at the top that we can't change that so once we choose something that that's what what it's going to be. It's not what normally the general public sees at all. So as you go and share link, you were going to, we're going to set up our own domain your own custom.com. And that's what we're going to replace with this one. But to, to have the account we got to put something there so just put any real estate name or put your name. It doesn't, it doesn't matter we're going to replace it anyways. Okay, perfect and then yeah password and then the questions and then we'll just fill out this basic info at the bottom. So if you go through that setup, then it should bring us to the inside the dashboard let's see where it takes us next. As we kind of this part, all you do is scroll down we don't need any, any upgrade or anything like that so just scroll down and put no thanks. So right below the button there, you should see a no thanks. You just uncheck. Yes, I'm ready to leave for learning. Yeah, uncheck. Can you uncheck that. Or yeah, yeah put no thanks. That's fine. Yeah, put no thanks. Okay, cool. So now we're in. So over here. There's a couple of things that you want to do for sure like right away. Scroll down, we don't need the video right now so just going to scroll down and there's a few steps that you'll see right below. So what cartridge is this a email to your login so a link to your login you want to bookmark that for sure right here. Go ahead and click on that blue one. And as it brings as it opens up another browser. That's your login page. So what you want to do for sure is is bookmark that bookmark that login page. Save that for later and then and then scroll down here and we want to go to step. I think it's step four, where we want to step four or five one of those but yeah scroll down here on the steps. We want to make sure we're in the Facebook group for sure. I'm going to be my whole value proposition is the fact that anyone that that jumps on Karcha with me they literally get all my time for free. So there's nothing else to pay me just like, you're in my good graces forever like whether that's Facebook ads or Karcha. Okay, but every now and then if you just feel like you know being social, you can always ask a question in the group, there's like 25,000 people in that group that is amazing. So if you want to post a question if I'm not around or whatever you can post a question in there and 50 million people reply back with an awesome answer. So being in the Facebook group is super powerful you can learn from a lot of agents that are in there as well. So that for sure is is request access to the Facebook group. And then down I think it's step. I think it might be step seven, where you want to register for the Tuesday and Thursday calls. Now I know you're super super busy so you may not be able to make both days and that's fine. But actually where did it go actually it's not. I'll send you the link. I'll actually send you the link I don't know it used to be right here on step step seven or whatever. But yeah, I don't know why it's not there anymore but I'll send you the registration link where every Tuesday and Thursday at 3pm central time, 4pm Eastern. Karcha customer support does a live webinar live Q&A live video they're on screen and they're just there it's just a Q&A. So what I always recommend is at least in the first 14 day trial, like try to jump on a couple of these calls. I always recommend at least in the first 30 days of this account, jump on these calls because you're going to learn my purse you're going to learn from my perspective and I have a certain way of teaching. And even in the Facebook group there's a bunch of random people in there so that's a different perspective, and then jumping on these Tuesday and Thursday calls will give you a different perspective of how this is put together. And I truly believe you can learn from it all. So to really make sure you understand this, the first 30 days is what I would highly recommend maybe schedule maybe maybe every Tuesday, you jump on the call or every Thursday. But if you register for them. In fact, let me just send you the link because let's let's do that real quick right now because this is this part super super important. Especially. Yeah, see the link, the link is not there anymore. That's weird. Okay, so I'll find out what's going on with our calls, but that's how I learned it so in the very very beginning back in 2018 I would just jump on these calls every week I had no one to help me. I just would jump on the calls ask questions and then that's how that's how I learned it. So, now we're good here so so I'll find out what's going on with the calls. I'll link on that. But for now let's just get let's get into cartridge so go to the actual login page can you share that screen, because all I see are the steps here. Okay, close up here. What we're going to do is we're going to log in. And I'm going to give you a simple like tutorial of the dashboard, but then I'm also going to transfer over some funnels to you and just so I don't overwhelm you with with all these funnels will all transfer one for now that way we can at least master that one, because I have a, and the one I'll send you is the seller guide funnel. So as we start to run ads locally for listings. This is what we're driving them to so when they see that ad they click, they're going to be coming over to this simple page, which is a seller guide funnel. So I have the seller guide funnel I have a listing funnel. Well, I have a brand new car. Yeah, you can just click okay I've watched. And I have a buyer's list funnel. So the listing funnel couldn't can capture a ton of leads for sure and even an open house funnel. But in this case I'll definitely send over the seller guide, the seller guide one for now. So what's there is the entire funnel all will do over these next couple calls as we'll edit, maybe change out the image maybe change out the headline maybe change out the colors of the button, basic basic basic editing is all we're going to is all we're going to really So on the left hand side everything is on the left. So in your particular case again. What's going to really justify this 99 bucks a month is the fact that the three tools are all in one, which is my communications as leads come in and this is not just for ads like what I would do if I use I start promoting the hell of this on all my social media post. So if you ever post again on Instagram or LinkedIn or just on your Facebook personal page. I would start putting links out I'd start I'd start having call to actions and and getting people to click on your link. So that's organic. That's organic because as people start clicking on your stuff we want to start building a list of everyone we want to start getting to download your seller guide for example. And that's my communications so my communications don't let any of this stuff confuse you like this stuff. Don't let any of that overwhelm you. It's my communications click on my communications to the left. And over here is where as leads come in, you'll see it, you'll see every lead whether it's an open house lead a listing lead a seller guide lead whatever. And that's the list of all leads right here.  So go to the top. You'll see list. That's where we'll start creating different list buyer list seller list like open house list. Anyone that comes into your world. People who scheduled an appointment list. Right. So anyone that comes into my world Jessica they go through, they either go through a funnel, or I'll schedule them on my culture calendar. Because doing it that way, they're on my list. Right before this I would manually schedule appointments with everybody like I maybe put them on my Google calendar. I might send them a Google invite for for a calendar reminder, but I can't track any of that. Anyone that comes in now they're on a list.  And so as I start to build out as we start to build out these lists. Now, now what we're able to do is email these lists so I can email the blue one I can email the red one I can email the green one I can email different list, which is super powerful. So as we start to I'm going to transfer over a list right now to you which is the basic seller guide list, but that's where we'll see list right here. And then we can create different lists by clicking the green one, we can create a different list. And this is where we'll see a layout of all of them. And then if you hover over communications at the top, the middle communications, that's your sequence so if you click on sequence, that is your drip, that's your email auto responder. So as leads start to as people start to click on your ad or even just a random post on social media they click, they go over to your page, they download your seller guide, that lead is now on a list, and that lead is also in a sequence. So now that lead can start receiving emails on your behalf that are all automated. So this is the back end of all of advertising it's your email automation. So again many softwares out there it's it's 100 bucks a month for for a lot of the good ones, just for the damn email auto responder. But in this case, we get it all in one. So sequences is your email auto responder list is your list. And that's that's that's my communications to the left. The next one which is super important is my pages. This is again what what really you're going to be leveraging and utilizing in your day to day business with with this software is my pages. This is where we can click on the green one again I don't need you to design any of these I don't need you to be a web designer all of a sudden, none of that. So when I already have these funnels done for you. And then for to cartridge already has a ton of templates already done for you. So if you click on the green one that blinking page button in the top in the bottom right. Click on that. So as, as we click on that. These are all the different templates and really squeeze page video sells page. Thank you pages, really are the only ones that will really need here. So when it comes to squeeze pages, a squeeze page is a landing page. So when it comes to online ads, click on any ad from this point on just just to just for just for the heck of it just to start learning this type of stuff when you start clicking on ads, nine out of 10 of them are taking you to one single page. It's called a squeeze page. And the one out of 10 that that really is running ads for other reasons, they may send you to a full blown website, like a big brand like if you see a Coca Cola ad and you click on it then you may be going to a full blown website. The majority of us of a small business owners that are that are running ads online which which that's what the internet consists of the internet and social media consists of 99.99% of every single, every single advertisement that is coming online is coming from a small business owner 1% 1% coming from a big big brand. But the majority of ads that you'll ever ever see you click on it you're going to a squeeze page. The majority of individual business owners trying to capture lead, or they're trying to make a sell or they're trying to get an appointment. And so, typically when you click on an ad, you're coming to one of these types of pages and it's what we call a squeeze page. That's how you're going to capture lead now. Again, I have this already done for you. So, but in the future if you ever want to play around with this.  What you do is edit the text, edit the color, put an image, but I can work off of it and that saves me a ton of time and ton of headache. So, that's why I love this is because I'm not a designer at all, but if you lay out a template I can I can cookie cutter it and I can work around it. Right I can do that much, and that's what this is so it makes it super basic super simple. So squeeze pages really is what is what will be kind of implementing and then the thank you pages. Again, I already have it done for you but thank you pages in the future if you ever want to just build a random funnel. Thank you pages. And that's really all it is is a squeeze page and a thank you page with with with two pages I can capture. I can capture. I mean I can capture as many leads as I can possibly imagine with those two pages. That's it. So, I go to your squeeze page I enter my name and email I land on a thank you page there's a video of Jessica hey hey guys thank you so much for downloading. Right and that's all that's all there is to it is is those two. Now, when you when you go down further long cells pages coming soon product launch all there's all kinds of different pages, but again I don't want to overwhelm you it's really those two that will focus on squeeze pages and thank you pages. This part, so it's my communications to the left. It's my pages to the left, and then the third most most powerful tool here that we're going to need is my calendar. So, what I would start doing if are you is I'd start using anyone that wants to schedule a call with me they're going through my cartridge calendar. And, and two main reasons why why I do it that way. Number one reason, actually three reasons what three reasons really number one it makes me look professional I have some type of online calendar it actually there is a form of professionalism to it, believe it or not when I when I get people onto my calendar like holy shit this is cool. It's that professionalism but then number two it's the fact that I'm able to put that person on a list. So I can whoever schedule an appointment I want to be able to I want to be able to put them on a list. And the reason why that that's important to someone running ads is because with that list I can upload it to Facebook. I can create an audience of those people on that list, and I can either target them on Facebook or an Instagram, or I can exclude them from seeing my ads. I had a ton of people that have already scheduled an appointment with me. They don't need to be seeing my ads. Right, so I could take that list of people and exclude them from seeing ads, because I have them on a list. So that's why in the future, as in, and I'm talking near future I'm talking like next week type of future, you will not be seeing any of my ads. Because I have Jessica on certain list that I then, and in certain audiences on Facebook that I then can now exclude from seeing my ads, because Jessica is already a client. Jessica has already scheduled an appointment with me Jessica does not need to see my ads anymore. Right, so that would save me a ton of money on my end.  You'd get irritated eventually. Right, so so that's why that's number two, I'm able to put that person on a list and then and then leverage that list. And then, and then what was number three what was number three number three. It's the list as a professionalism, and then should I forgot what number three was but I think it might just be those two than list and just the professionalism of it all. So that's that's my calendar. So this is what we'll set up this is a whole another call because that this parts little little time consuming just that just a setup of it so we'll dedicate just one call just for just for the calendar setup, because do you use outlook do you ever use Google calendar at all. What do you schedule your points on now. I actually meet it, you're on me. Yeah, I don't know why I can't hear you for some reason. Yes, that's good. Actually, you meet it again. I don't know why I can't hear you. While we're trying to fix that part I remember the third one. The third reason why the calendar is so freaking important is because of the reminders. That was the third one. If someone schedules an appointment, an email goes out confirming the appointment, and then another email goes out whenever I wanted to go out it can go an hour out, it can go an hour out prior to her appointment, like for example with you. You got an email an hour ago. Right so it's it's it's the booking confirmation when the points booked and then and then it's an email reminder. And then before that call call happens so it allows me to update the client and say hey I'm looking forward to speaking to you. We chat in an hour. I'm looking forward to it. Right so it's the reminders also with a professional online calendar. So, those are the three main main tools that will reasons why we'll want a software like this my communications my pages my calendar. And again I have these funnels already done for you. So just to put the icing on the cake, I give you all my time for free so it don't matter how long it takes us to get this thing up and going you got me I'm going to I'm going to work with you until this thing is successful and we're crushing it. And again not to mention the Facebook group and the live Tuesday and Thursday calls with Cartra. So, let me do this real quick I don't know why I cannot hear your audio but in the meantime let me, let me grab this funnel. Let me transfer over a seller guide funnel to you, and I'll show you how to to to implement it to add it to your account. So let me generate a share code. Okay, so I'm going to send you a code in the chat here. So, grab that code copy that code and then I'll show you I'll show you what to do with it here. So, on the left hand side we're going to click on my campaigns. What I'm doing right now is I'm sending sending you a full blown funnel that's already complete. But what cartridge also provides is a provide full blown funnels as well. Now they're not necessarily tailored towards real estate like this one that I'm going to send you but there's a shitload of them, and they're all done for you. So that's why cartridge so powerful because normally you'd have to do all this little random stuff yourself. They already provide a whole done for you type of type of funnel, and there's a ton of them so if you click on at the top scroll back up to the top, click on available campaigns right here at the top left available campaigns. And over here, these are all different funnels so if you're if you're running a different business like there's so many different businesses you can be building online but these funnels really are designed for mainly a couple things to either capture or to make a cell. And that's what is here so cartridge provides all these done for you funnels, which are which which save people in the online marketing world, a ton of time, like a ton of time. When yeah like you'll learn this stuff eventually but to put together a whole funnel with multiple pages, like you got this one right here product launch, look at that one real quick scroll down the one at the bottom, in the bottom you got product launch, which consists of 2026 assets. And what an asset is our pages. They are an email list. Yeah see so here seven tags, seven pages, five video slots to list that are already set up automations. So it for for anyone to do that. It's a lot like I can do this in my sleep I can do all that in my sleep, but in the beginning hell no that's freaking out that's crazy. So cartridges saves a ton of time by being able to click down button and implement it and and deploy it into your account so this is all for future in the in the future you can look at all those but what we're going to do here is we're going to click on that green square in the bottom right and all we're going to do is paste in that code. So we'll paste in the code, the share code, and then we'll click on next. Okay, perfect. And then next, the green one. So what's coming over here are four pages of form, which is, which is what that person, when they, when they see your ad, they come to the squeeze and click the button to enter their name and email. That's a form. So that's there. The sequence is the is the drip I already set up a handful of emails that are set to go out we'll have to edit them but the layout is already there, and then the calendar and then the list. So that's all part of it. So hit begin import, and we'll, and then we'll hit close. And then now what we're going to do is you'll see it there seller guide funnel, we're going to click on the three dots, and we're going to, we're going to deploy. And then go ahead and just give it like just abbreviate it like put your initials or something and we'll, we'll edit this prefix out but for now, that's fine jlc perfect and then import. And then this takes maybe, maybe 10 seconds and then you'll have everything right over so what we'll do over the next over the next couple calls is we'll, we'll dive into this the next few next couple calls that you and I do will, we'll focus on cartridge because again everything is here access little window out this video. Everything is here but we have to, we have to do some basic editing to make it fit your brand. So now what came over was, was the pages, the list the sequence so click on my communications. So as we click on my communications to the left. At the top, top to the right you'll see list. So if you click on the list, you'll now see that list that came over. So all that is is just a name of a list there's nothing there there's no active leads there but it was, but it's just a placeholder so you know exactly the layout of it. So there's the list and then if you hover over communications at the top, you'll click on sequences. So anyone that anyone that ops into our, our page they go to our page they enter their name and email they're on the list. They're also on the sequence. So if you hit the pencil to the very right. This is going to open up the, the, the actual builder, the actual editing of the emails, and you'll see a full blown layout of all of them so hit the yeah hit the pencil. And then we're going to go in and edit we're going to click on the green one. We'll click on on edit. And as we come in. This is, this is where the magic happens. This is, and again this is where I truly believe after, after speaking at thousands and I'm not even exaggerating just I've been doing this all day every day since 2016, specifically with real estate agents. So I spoke into a ton of people yeah hit start tutorial and just keep hitting next you'll hit next for 12346 times keep hitting next, but after speaking at thousands of agents specifically. Like, I'm not even exaggerating. I don't, I don't always like to say 100% because there's always that one random person, but 99.9, like 99.9% of those that actually run ads and try to run ads online. Drop the ball on the back end. Let's get started yeah click on that one. And in the back end is the email automation you might have ran an ad and you might have captured a lead. But did that lead ever hear from you again. And, and, and I don't mean calling them or texting them. I'm talking about automation like emails like we're not going to be calling them every day. I'm not going to be texting that lead every day. My email automation is going to be doing that every day. So it's the emails at the back end where where appointments in your case are going to be coming from. So, let me share my screen really really quick stop share and let me, because this what I'm going to share with you what I'm going to teach you here in the next few seconds applies to this sequence. Let me, let me show you this really quick. So let's say for example, let me close out these. Let's say for example, I see an ad right I'm on your. I'm on, I'm on Facebook or I'm on Instagram whatever I see an ad, there goes an ad right there, I click, I then come over and I've showed you this a million times but let me show it to you one more time. As that as that person clicks on the ad and they come over to the first page this is our squeeze page. They end up clicking the yellow button entering their name and email. And that's the form. Right so that's the form that came over is this is this square this form here that's the form. As they click, and they enter our world, right, name and email, they just requested their free copy of their seller guide they then come to the second page. On this second page, this is our first first opportunity for that appointment. Right, so in this short video. Hey guys, this is Jessica. Hey, thank you so much for downloading my 2022 sellers guide in this sellers guide you're going to learn this this this in this. And by the way, my name is Jessica. I'm with ex brokerage. Let me just personally introduce myself and tell you why I'm so fired up to be helping sellers in the greater area of Fayetteville sell their property. So here on this on this quick 60 second video shot from your cell phone from home. This is a basic simple video. There's four. And in fact you know what, write this part down because I like explain this email sequence. This is what give you a little homework assignment to focus on over the next couple days. This again we're on the second page. We just click the ad we went to the first page we're now on the second page. This second page needs to be that simple video.  This, and this is powerful for bullet points number one I'm thanking them. I'm thanking them that's bullet point number one thank you thank you thank you thank you for downloading my copy thank you for requesting your copy thank you for whatever thank you for for for getting a copy of my sellers guide. Thank you. Number two, I'm introducing myself. Right just get a little background of who I am. And get as personal as you want you know like this is important this help people gravitate to you because your authenticity and people can see you. This is powerful. Number two I'm introducing myself background about myself background about my brokerage why I'm so excited maybe even bring up my family how many kids I have how long I've been in the area, a simple intro. That's bullet point number two introducing myself. Number three, I'm telling them to check their email. Hey guys and by the way, go to check your inbox, because I just sent over your seller guide, the subject of the email is going to be your 2022 your 2022 seller guide. So make sure you check spam, sometimes it lands there search my name if you need to, but it'll be in your inbox in the next few seconds. So number three, I'm simply telling them to check their email, because the seller guide was just sent over. And then part of number three, I'm also saying, Hey, and by the way guys, make sure you check for my emails over the next couple weeks, because I'm going to continue to educate you on what it takes to sell in the greater area of Fayetteville, or wherever right so number three I'm telling them to check their email number three I'm telling them to continue to check their emails because I have a lot of great content coming your way that you're not going to want to miss out on. That's number three check your freaking emails. Number four, I'm going for the clothes number four I'm going for the appointment. So what I'm saying on bullet point number four is I'm saying hey guys and by the way, if you have questions. If you need to speak to somebody now, if you guys are in the market to sell, I'd love to talk to you. So if you click the button below, it'll take you straight to my calendar, we could schedule your best time. That's it. Number one. Thank you number to introduce myself number three check your emails number four schedule a call. Okay. That's a simple 60 second video that could be on your thank you page. Right. So here's what happens and back to the email sequence. And I explained this to you last time but I'm going to say it again because it's so powerful and it's so basic. Every 10 people that land here you're going to have, you're going to have one or two of them schedule a call right away. And then the other eight, they don't. Right, they may have came just for the free download, they may just be trying to get warmed up to you. They don't know you exactly yet they saw your ads a couple times and you make sense so they clicked and they downloaded your stuff, but they're not ready for a for a call just yet. Right. Let's say eight out of 10 of them are in that are like that. Those eight go into that sequence. So this is our first opportunity to get that appointment. That's why it's a video and not an image. Because if I land here and I see Jessica in the flesh I see her freaking characteristics her personality I see her on video.  Right, then then that lead would just be like okay whatever. Right, but if I can watch it 45 second video of this of this of this gal, and she's really giving me some knowledge here.  Right, so this is the first opportunity but the other eight that did not. That's the email sequence. So back to your screen real quick share your share your screen. So let's talk about the sequence really really quick and we'll, we'll spend a whole nother call on on editing the emails of the sequence, but the layout is is already there. And here's kind of the strategy and the vision for these emails as as they start to go out automatically. Yeah, see if you can share that that part of the screen again. But that was the first opportunity for the appointment, the second opportunity for these appointments are here. That's why again, after speaking to so many people. This is where everyone drops the ball there's no nurturing of the lead and and and there's no, there's no. And if, and if there is a handful of emails that go out, the email is not optimized. And what I mean by optimized is, there's a call to action in the email. And so in this case, the way they're optimized is we're going to have we now have an online calendar. So the flow and this and the vision of these emails, the first one that one goes out immediately. So the moment they opt in, they're going to get that first one year 2021 seller guide. That one goes out immediately, no matter if they scheduled an appointment or not on that thank you page, it doesn't matter they opted in that first one goes out immediately. But two days later, Karcher is going to know, based on a tag, which I'll help you set up, but Karcher will know two days later, who has scheduled an appointment and who has not. So the eight did not write the eight did not schedule an appointment. So Karcher will know that. So therefore those eight end up getting email number two. So by the time two days later email three goes out again the tag will be read. And if Karcher reads a tag that this person has scheduled a call, then they don't get that email. But if they have not scheduled a call, then they'll get email number three. So the whole strategy and the whole vision here is in these emails, all I want to be doing is obviously staying on topic that lead opted in for a seller guide. I'm talking buyer stuff over here right because that's not what they opted in for it's all about selling they downloaded your seller guide. So here in these emails, we're going to stay on topic, but also make it easy for us. So what I would do is I with your seller guide depending on how many pages, I would break that seller guide down. And let's say for example, do you have a seller guide yet or not. Yeah, I don't know how you're muted again but, but let's say you don't I have a ton of seller guides that I'm going to send you a way. But let's say for example we have a 10 page seller guide, right beautiful 10 page seller guide. What I would do in these emails is I would take a look at each page of that seller guide, and maybe just provide a couple sentences from each page. So for example, email number two. I would close out again to the eight who have not scheduled a call email number two would say something like this. Hey Dave, this Jessica. Hey just wanted to follow up hey I know a couple days ago you downloaded my 2022 sellers guide. Hey have you got the page three yet on page three, I'm breaking down the importance of renovating your kitchen and how much value that can bring to the overall price as you go to sell. Here's what I meant by it. There's a paragraph on page three that I'm simply just putting into a bullet point or maybe providing a cliff note. And that's my email. Right. And so, in that email I would also say hey Dave and by the way, I'd love to talk to you. So if you have questions if you need to speak to somebody. Let's get on the line, click the link below or take you straight to my calendar where you can schedule your best time. I optimized every email has a link to my calendar. So it's not just a hey call me or hey you know reply to the email if you're ready. No, there's a link to my calendar schedule a call. So as I really write out these emails I need my seller guide in hand and all I want to do is just break down my different pages within that seller guide. And that's the content for the email with a link to my calendar. And so this is where the back end. This is where the magic happens as far as future appointments. I want to get to the point where we're just waking up every day to appointments. Because all we're doing is running ads to our local area, getting people to opt in and X amount of people are going to be scheduling a call with us. That's how simple this is. Now, this is the time consuming part of the setup. Right, we're going to go into all these emails and rewrite them a bit. But this is the blueprint. This is what we want to be doing. And so here you see a handful of emails. I have some sequences where there's. And I'm not joking where there's 80 plus emails. So if you can imagine 80 freakin emails right here. That's certain sequences that I have in fact one of them, you're on. You're now on the cartridge account with me. So what you're going to start receiving from me are little training videos on how to use the damn software. And those emails go on forever, because all I do is I'm just teaching someone different parts of the software. So they're successful with it. And I have a ton of emails that go out every three days with a new training video teaching somebody how to do that. And now that's except extensive that's excessive that's like a ton. But I don't ever want I don't ever want to stop nurturing that lead. And that's how you have to kind of look at it with your business as well is that if I if I raised my hand and say hey Jess I'm interested in your seller guide.  That person might not be selling next month. They might sell a year from later. But if they can keep hearing from Jessica, and it takes none of her effort. They're getting emails on her behalf because they opted into her seller guide ad seven months ago, but they're getting emails on her behalf and the communication is alive. That's how you build that brand on the back end. It's the email automation. So this part will come back to this part for sure. But this is this is this is kind of the vision and the strategy of future appointments. Again if they're going to happen on that thank you page or it's going to happen here. And this is pure automation. In the beginning, yeah we have to take the time to set them up, but once it's set up it's done. Like I have I have some of my sequences that I haven't touched in months, because I have so many emails in there. Once a lead comes into my world, I don't have to worry about them for a long time. Because I got emails going out every email has a link to my calendar. And that's how I wake up to appointments every day, because I have so much going on with the emails, and everyone's getting emails for me.  So again my communications is going to be your list and your sequence, and then my pages. Here are our basic pages. So we have an opt in page which is the opt in page we have the, the thank you page, which is the thank you page and then and then as they, as they click on the thank you page to go and schedule an appointment, your calendar opens up, they pick a time and they, they hit confirm, they then land on the call confirm page. So those three basic pages the email sequence one. That's a page that you'll eventually putting your emails down the line. We'll just keep that template their email sequence one just just to have the template but it's really the opt in the thank you and the call confirm those three pages. And so the reason why that call confirm is so important is because again, you're able to segment these people. It's all about the tracking of these pages. That's why software is so important. And that's why I can't do it with my with my real estate website or any of these fancy websites because I can't control the page I need to be able to control the page, meaning I need to be able to add stuff to the page. And I need to be able to control the link of that page, because for example, with all the pages but just the example of the call confirm. Why is that single page so important. Because as I get people to land on the call confirm page, I control the link that is my link. So now I'm able to take that link, send it to Facebook and create a custom audience of anyone who lend. What I was explaining earlier is we can create audiences out of a list. That's why when people schedule an appointment for example they land on a list I could take the list uploaded to Facebook and create an audience. That's one way to create an audience. The second way to create a Facebook custom audience is from the link. So anyone who lands on a specific page aka link. I can also set that up as a custom audience as well. So the call confirm page. Once we set up the links, we're going to set up a custom audience. Anyone who lands on this call confirm pages in this audience. And now I can exclude them from seeing future ads. Anyone who lands on the thank you page is a lead. I can now turn it into a Facebook custom audience, and exclude them from from seeing future ads. So so powerful can this be done with agent attraction. Hell, yes. Are you kidding me.  So everything that I'm equipping you with as far as the skill what am I going to be teaching you Facebook ads, cartra, one way to attract another agent is the fact that you now have that skill and you can start teaching them this stuff. And now, now you have these pages that I'm going to teach you how to package up into your own little pretty package that you can give to the next agent as well. So far you I'd be attracting people with the with the fact that I know how to run Facebook ads and I'm going to teach you. I would be attracting agents by saying hey, I know how to create landing pages to capture leads, and I'll teach you. I'd also be attracting agents by saying hey I already have the whole damn thing done for you. Activate a fortunate trial and I'll transfer it to your account.  So, so yes like especially yeah like I have a ton of I have a ton of EXP clients that that that take that same that take that and they run with it. And they're building huge teams Anastasia is one of them I have a client in Washington. She's all over carts with me. And now she's teaching her whole EXP team, all of this stuff so yes you can for sure for sure. So my pages and then the third one is my calendar. So that's the calendar which will will spend time will will get on another call and set up the calendar. But today I wanted to just activate the account get you familiar with the account kind of justify the needs of the account. And then over the next couple calls will fill in all the blanks will integrate the domain will fix will update and edit the email sequence which are all those emails will come in here and edit these pages and then for sure we'll set up the calendar. So those are kind of our next two to three calls is is is priming this and getting all this up, because this this is really the time consuming part it's not the Facebook add that that's simple like that's a few buttons and we're live. That part simple. This is the time consuming part. But if I can save you a ton of time which is what I'm doing here, then then it's worth it on your on your on your end. So, here's the homework here's here's the basic homework basic homework is that thank you video. That's number one, the thank you video. And then number two, getting another domain, getting an actual calm. So you can go to go daddy, go daddy's a popular one and just register a domain you just need the domain you don't need any upgrade any website that they try to sell you any email you don't need any of that stuff you just need the domain. Because that domain is what we're going to use for for actually you have a domain right did you get a domain or do you not have a domain. Actually no I don't think you got a domain yet you don't have a domain yet right for for this.  So go daddy is a good place you can spend like 10 bucks. It's like 10 bucks a year for for a domain. And that's what we need so we need we need to thank you video and the domain. That's where that's kind of a little homework for the next for the next couple of days and then once you can knock out those two, then let's jump back on, and then we'll add the video to the thank you page. We'll add the domain, the domain is for these pages obviously, and then the domain is for Facebook as well. You can integrate it into Facebook so Facebook starts reading those who land on this domain. Jessica cope router.com. For example, Facebook needs to know about that calm. In fact it's a requirement with Facebook ads now. So they need a custom domain from you that's why we can't run it to any random exp website or whatever. Like it has to be Jessica cope calm or something like that. Think of a short catchy type of domain doesn't have to be anything crazy but just something something simple, maybe pertaining to a seller guide. You know maybe Jessica seller guide calm, or some like that right like something basic, because that's what we're really going to be using it for is these pages. So, so thank you video and domain, and then and then shoot me a message, you know, or just schedule the next call and then we'll go from there. So does that kind of kind of make sense. Yes, awesome, awesome. Okay, cool so make sure you bookmark the login, and then also check your email because I'm pretty sure they emailed you the actual link to log in. We'll master this funnel and then again I have a listing funnel for you have an open house funnel for you. And again the image we're going to change out all this stuff, but I'm going to show you on our next couple calls how simple that that part is. Okay, so anything else just, I don't know why I cannot hear you but it was about $5,000 on today. Hopefully, see I can hear I can hear that. I can't hear you. Yeah, you're you're on mute for some reason. Yeah, I don't know why I can't hear you, but I heard, I heard Brent, I heard Brent. Gosh, I love that guy is that guy your upline is here upline. No, he's not your upline. Just on this meeting is being recorded just when you're sharing. Interesting. Okay, cool so when you're sharing you would be able to talk. That's crazy. That's crazy. So that's kind of the start of it all just but I'm super fired up for you so let's let's let's not got to thank you video like keep it simple like even right there like you look good like you can just record the damn video right there. Hey guys this just, hey thank you so much for downloading my $2022 seller guide my name is Jessica, right, like you can easily do it right here. I love to work even on a cell phone walking outside, you know getting some sunlight, that's super powerful as well.  It's just the fact that we see Jessica. That's what has us sold. We have to see your face, you know what I mean. So, knock out that thank you video, and then, and then get your domain. And then let's chat again. That's kind of where we're at. Alright, thank you. Alright Jessica, have a great one. Talk to you soon. You too. Bye bye.