Ladies and gentlemen, Nicky Glazer. Oh my gosh. It was like you guys chose to do that on your own. Thank you so much. It's so good to be here. I am a comedian, so just get ready for that. I might say some inappropriate things. We're all cool with it. OK, OK. We're more than cool. I am here tonight because I care about also because, more because Jennifer Lawrence asked me to be here. My dear, dear friend Jennifer, she, you know, I said I'd do it if I can call you my dear, dear friend Jennifer. And her assistant hasn't gotten back to me on that. But I just went with it because, you know, we're best friends. So that's kind of how that works. It's true. I'd be here if it was a Nambla conference, if Jennifer asked me. It's I have no moral compass. I, Jennifer Lawrence asked you to jump. You say, how high and off what building? And are we jumping together? I love you. Is this a suicide pack? Let's do it. Oh, just me. I'll do it still. That's what you say. I actually do care about this cause. So that's kind of rad because I'd be here anyway. But it's pretty sweet.  And I just feel like I don't know things.  And I'm like, oh god, it really hurts because I don't have lips. And I'm up here.  No, but I don't know things. And I get nervous when people talk about politics around me. I just kind of clam up. Someone mentioned Syria. I was like, oh, I heard they merged with XM. And that's been good for them or whatever. And it's like, I finally learned what a super pack was. I just thought it was like a big pack of gum sold at Costco. But apparently, it's something way worse. But yeah, I care about this. I really do.  It's just when you really look at the facts, like I watched the videos on the website, and I was blown away. Whether or not people care about an issue has zero impact, like it's no impact. I'm like, that's hard to swallow. And I don't say that things are hard to swallow often.  And I, no impact, no impact. That's nuts. Like that's, it's almost like, you know what it's like? It's like the number of nude pictures I send my ex-boyfriend has no impact on whether he'll take me back or not. That's how it feels. And that's also why we're here tonight. I want you guys to put in a good word if you know him. You don't. It is crazy. You can just buy votes. And that's what's so cool is because when you're not, not being paid, you, you do what you care about. You do what you do what the people want. And that's why I'm so grateful I'm not being paid tonight because if I were, oh my God, can you imagine how boring this would be if they actually paid me, but they didn't.  I can tell. I can tell. Oh goodness. We'll get to it later. We really will. I hope some of you do too. Later, later. I'm at the Sheridan Room 1113. Why did I give the real number? I could have obviously thought of a different number, but I chose not to because I love it here in New Orleans. I really do. It's so cool. This is happening here. It's a weird time for me to be in because I'm sober. I don't know if anyone has ever been sober in New Orleans, but it's the worst. It's like being a Mormon at an orgy. That's how it feels. It really feels that way. I wanna take part and I can't. I miss it. I miss drinking. Tonight I took out one contact lens just so I could feel a little drunk and make a couple mistakes. So I hope that goes. I hope that happens. No, but I love it here. I love the Big Easy. It's not just because it was my nickname in high school. It's also because it's just a beautiful town with so much history. God, what else? Here's the thing. This is what's kinda cool about why we're all here. I love something that has a solution. There's a clear solution in place that I don't really know the details of, but there's a way to remedy this, right? That's not the case with so much stuff. Most things you're just like, we're kinda screwed. And there's no global warming. It's over. It's nice try. Remember when Al Gore tried to warn us and was like, well, you have 15 years before it's all, it's just like, we were like, whatever, Al. You invented the internet too.  But no, this has a good outcome and what else was I gonna say? Let me look at my notes just to make sure I hit everything I wanna hit. Oh, I'm here because Amy Schumer canceled. What else? I wish that weren't true. I wish that was just a joke, but I'll take her scraps. I'll take them. Dear God. Oh my God. And it's not a partisan issue. I learned that word this week and that was cool. That's good. Both sides of the fence can agree on this. The fence, not the wall that hasn't been built yet, but I feel like even the other side of the wall, Mexico, they would agree that government corruption sucks. I hear they have it there. I watched Narcos, so I've heard they'd be on board with this. Yeah, I did some research to get ready for tonight because like I said, I'm a real dumb, like the only thing I know about government is the reason we're here, which is that it doesn't work for us. Like that's literally all I know. So that was kind of nice to get into. But I did some research of like how a bill becomes a law. So I watched the Schoolhouse Rock video. Yes, we all love it. I don't know if you've seen the updated version, but they just recently updated it. Like so instead of just being a bill that sits on Capitol Hill, he's now like really tan and skiing an Aspen on a trip paid for by Monsanto. I don't know if you've seen it. That's a cool. Check it out. Oh God. Okay, yeah, this is my point. Okay, now we're gonna get to like jokes that are tried and true, but this has been good so far. I feel really good about this. My best friend, Jennifer, is gonna be so happy. We're like sisters. We are sisters. Is that weird? I'm her. Maybe not. That's a little far. I can do an impression of her. She doesn't even know I can do this. I'm Jennifer Lawrence. That's my impression. That's it. I can only say her saying her name.  Here we go. Oh, oh, that's it. That's all it is. Oh my God. Guys, stop it. Oh, oh, oh. What? No.  That's it. Oh, that's all it is. Thank you. I think my time's almost up, but I did want to get to something. Okay, so here's my point. It's like, it's really cool that we can, this isn't just a problem that we're like, it's a problem. What do we do? There's a solution to it. And like I said, so often there's no solutions. Like, there's no solution to, I'm really frustrated lately with aging. Like, you can't stop it, you know? It's like, really, I just moved out of LA to New York where people are uglier just to feel a little bit better about myself. Because I'm 33 and it's not looking great. It's, and it got to me in my last months in LA. Can I just be honest with you guys? I got Botox and all my friends are like, don't do it, no.  Like just a warning, that's how I needed it. I really recommend Botox for those of you in the room that might, like if you're really a nice person, I feel like I'm always so empathetic. I'm like, I'm sorry, I'm sorry. And now I just, I can't be that way because my forehead's frozen. It's kind of fun.  And so it's good, like I went to a funeral recently and I was like, I'm sorry, your dad died. And I was sorry, but I just gave off the impression that like maybe I killed him. It was kind of cool. It's just like I'm very sorry for his loss.  I got the ones here tonight, one just clapped, like she read my comment. I did, sir. And I spent $800 to get it fixed. I got my lips done, which I really regret doing. It was just because, because I've never had a lip.  By the way, they're already gone. Don't look for them. They're not, there's nowhere to be found. They disappeared, my body metabolized them already.   Here's the thing about getting your lips done. Okay, so I went in to go do it because I'm scared of aging. And the woman was like, okay. Oh, she walked in with a syringe. She looked insane. I had prepaid or I would have left, but she looked so scary. She, okay, you know how they say, never trust a skinny chef. Well, never trust a plastic surgeon who looks like a shiny cat. Like that's also some sage advice. Because this woman was either 24 or 79. Like she was, you know how like board games have like ages two to 90 knots? Like she was a board game range of age. And she was like, are you ready? And I was like, yeah. And she goes, don't worry. Listen, I know you're worried. I know subtlety.  She was like, duh. And so, but she put me at ease because she showed me a book of like before and afters. And she was like, pick out which lip she want. And I found, I was like those, you know. And she was like, that's a vagina. And I was like, I know that's exactly what I want. That's the look I'm going for.  Like I feel like he, I got switched. Like I feel like an Ikea desk that he hastily put together, you know what I mean? Where he's like, that's fine. And it kind of wobbles, but he's like, I'm not, no, I'm not taking it apart to put away the other end where it are. Okay, I really have to go. I've been told I look younger without makeup. Some good times guys say that. One guy was like, you look 24 without makeup. And I was complimented. And then I realized he just meant I looked like Kiefer Sutherland when he stressed out. So, all right, thank you guys very much. Good night.


It was about nine o'clock at night, and the phone rang, and it was for my dad. My dad got on the phone and listened for about four minutes, hung up the phone, grabbed the keys and took off without saying a word. We were sitting at the dinner table, having had dinner and now eating some dessert and taking it easy, and we were just going, what happened? The car took off and we didn't hear from him for another day, day and a half. My dad worked at an aerospace engineering firm where they built satellites, low earth orbiting or Leo satellites. Those are the ones that are pretty close to the earth, and they're involved with things like your cellular service or your TV cable TV. Whenever they're doing satellite work, and it's not just here in the US, but across the globe, these are the satellites that he was involved with, and so to get an emergency middle of the night call, like, oh my God, he has to take off, like, what happened? I'd like to tell you what happened. They had decided for a satellite phone company to launch one of these satellites up that would provide coverage for cellular signal in a country much like Brazil. I can't tell you explicitly if it was Brazil, but for the purposes of this discussion, let's just assume it was Brazil. And since you're going to actually run cellular service and sell satellite phones in Brazil, what do you do? Well, you buy billboard space, right, and you set up little retail shops and you create flyers and you pay some guy to stand outside a retail door holding a sign and shaking it all to prep an entire market for new satellite signal and new satellite phone coverage in Brazil. If you go to many different countries, you discover that they don't have the infrastructure of the wires that had been deployed in the 70s, 60s, and 70s, and so it made sense to do it with satellites, and so they spent tons of money and time, the satellite phone company, prepping that market. The day before my dad got that phone call, they had launched, and you can imagine, right, you have the big billboards that say, right, now you can get on satellite phone on this day. Everything's prepped for the launch, and when the launch happened, there was no signal at all. At the same time, one of the satellite phone company execs was on holiday in a country kind of like Mexico. I can't tell you exactly if it was Mexico, but for the purposes of this discussion, we'll just call it Mexico. And he had the satellite phone with him, but he knew there was no coverage in Mexico, so it's not a big deal, until launch day when his phone started beeping. So he called the home office and said, hey, when did we get signal in Mexico? And the company's like, we don't have signal in Mexico. He's like, I'm calling you from the phone in Mexico. It's clear we have signal in Mexico. So he got in a car and drove all around, just to find out, okay, is it an anomaly? Like right here in this town? No, everywhere he drove. They had signal. They had full coverage.  I'm going to give you a tip if you've ever built a satellite. It turns out, these big guys, they have big panels on the side. Those panels are what reflect and send signal back down to the earth. And it turns out that if you make a mistake, like say, putting them in the wrong spots, you just kind of confuse your left and your right. You cover Mexico instead of Brazil. So what'd they do? They rushed into Mexico. They bought billboards. They set up retail signs. They hired a guy with a sign and they started selling like mad in Mexico. And then they had to change the billboards in Brazil to say, hey, we're about three months out. You didn't invite me here to tell you about satellites. I know that. And most of you may not know who I am, and that's okay. I've spent a lot of time over the last five years working with commercial WordPress companies as an advisor, as a coach, as a helper, as just a friend. And in many of those cases, I've worked with many of the companies you know. And they're all fantastic at writing code. Maybe one of these guys are fantastic at writing code. Turns out when it comes to marketing, though, at different points in their stage of business, they've discovered, wow, this sales and marketing thing isn't necessarily our strength. And I've had the opportunity to get to spend time with some of them and work through some issues. And so today I want to talk to you, not just about satellites, but I want to talk to you about why we suck at marketing and sales and what we can do about it. And the first thing that we can learn from our satellite story is that we need to plan. We need to invest in a marketing plan in exactly the same way that you invest in a development plan. And here's the thing. Not a single company I know is surprised by the development work they do on a plug-in or a theme or some other commercial work. They know that for months they've assigned developers. If you ask the guys at Ninja Forms right now, okay, you got version three coming out. When's it coming out? They may not be able to tell you the date it's coming out. But if you ask them, do you have any people working on this thing, they're like, of course we do. They know exactly who's working on it. They know exactly what they're doing. Development does not surprise the company. And yet, more often than not, not in the case of Ninja Forms, but more often than not, commercial product companies in the WordPress ecosystem show up to market like our satellite phone company. Like a surprise like, oh my God, we're suddenly in this market.  It's like we spent all the time writing code and none of the time thinking about marketing. Raise your hand if that speaks to you at all. The rest of you are liars. It's okay. I use Ninja Forms on purpose because they're doing something really remarkable right now. They're not just working on version three. And as much as they tell you that version three is going to be completely different, let me explain to you one thing. It's still a form builder. But like it's not going to make you toast or coffee. It's still a form. So fundamentally, as much as they're going to make it really awesome, what do you really have to do if you're building a form plugin? You have to do more than just build a form plugin. You're going to have to invite an audience, build an audience and engage them so they decide that your plugin is the one that they want to use. And that means you need to think about marketing. And so what these guys have done, right, they've created a content strategy. They've created a content calendar. They spent 20 days in the beginning of the year just prepping people, letting them know, check out this feature, check out this benefit, check out this feature, check out this walkthrough, check out this video. What are they doing? They're inviting people to get excited about the new product. So now what happens? Well, if you walk up to the Ninja Forms display here in the hall, you know what you hear? You hear everybody asking the same question. Hey, when's it coming out? Isn't that much better than if people walk up and say, hey, what's this all about? And that's what most of us do. We launch a product and then people are like, hey, what is this? You don't want people asking what is this? You want people asking, when does it come out and how much can I pay you or where do I give you my card? Right? You want them prepped and ready. The value proposition should be clear. By the time you launch, people should already be ready to say, yes, I already heard about it. I already, I want it. I want it now. You don't want your marketing to be kind of a surprise hiccup like, oh gosh. You know, we just, we put it up there. I used to use a reference here to feel the dreams and then it turns out I spend a lot of time talking to people who've never seen the movie because they're too young.  Right? So I would just say if you build it, they will not necessarily come. There is no magic to this. You need to build an audience and you do that at least one of the most effective ways is to build out a content strategy. Does that make sense? That's the interactive part. And if you're going to build a content strategy, then you need to learn how to tell a story. How many of you have ever heard of Star Wars by a show of hands? I'm a little concerned by that row right up there that just seems like, Manib, were you just looking at your phone or do you really not know what Star Wars is? Yeah. See, oh, there the hand goes up, right? It's a story that when we get to the second chapter of the story, there's a little green guy. He's Yoda. Yoda knows a lot. If you watch enough movies, you discover Yoda's been alive for almost ever. And then there's a young kid named Luke. And Luke has to go off to this planet to meet Yoda, who he doesn't know who Yoda is. He has to meet Yoda for his training. What I want to tell you this morning, you need to be a lot more like Yoda and a lot less like Luke. And let me explain to you what I mean by that. Yoda is not the hero of the story. Yoda is the coach. Yoda is the advisor. Yoda is the one who comes alongside to help Luke out. Who's the hero of the story? Luke. Yet here's the problem. If most of our websites and most of our marketing efforts, we literally get on the webpage and we're like, we're the very best plug-in that there's ever been at doing whatever it is we do. We're the leading plug-in or we're the leading commercial theme that does what we do. We have amazing features to what we do. And you know what you're doing the whole time? You're talking about yourself. And you know what happens when you're talking all about yourself? You make the audience think that you're the hero of the story. And you're not the hero of the story. Your customer is the hero of the story. And you need to be the advisor, the coach, the guide who invites these folks to come alongside you and says, hey, I can help you with this. I have a product. I have a solution that will come alongside and help you with this. But you're the hero of the story. I have a lot of friends who know that in terms of my background, I spent the last 20, 21 years working in software development, coaching and working with and managing software developers and actually know a fair bit of technology. Yet in the WordPress ecosystem, most of the time, I give motivational talks. And when I write up on my blog at chrislema.com, these are story-driven posts. And so I've had more than one technical person approach me and say, you know what you should really do, Chris, write a lot less. That would be helpful because we don't want all these emails, write a lot less. And then just write really deep, long technical articles because people would know how smart you are. My response is, well, my objective is not to help people know how smart I am. My objective is to help someone else in their journey as they move forward. I want to be Yoda, not Luke. Does that make sense? You need to learn to tell a story and the reality is it's not your story you're telling. You're telling the story of your customers, the ones that have already used you, the changes that it's already made on their business. When you do that effectively, other people go, oh, I want to be like them and yes, I want to buy this product if it'll give me those kind of results, which is very different than pounding your chest. We're the very best plug-in that does the very best thing of whatever it does. Somebody says, well, okay, if you want to graduate from what you're doing, don't talk about features, talk about benefits, but the reality is I recommend that you talk about the destination. The destination is when someone buys you, they're trying to go somewhere, they're trying to get somewhere, and if you can help them understand how to get there and how quickly you might be able to get them there, then they're inclined to say, yes, I want this. Help them where they're going, not just features or the benefits of using your product. The folks that do this really well now, a company that you've heard of called WooThemes, just a couple years ago, I was sitting in a restaurant in San Francisco right before WooConf, the first version, and I was sitting there and I happened to sit next to the gal that does content marketing for them, and she said, can I ask you questions about how you do your blog and what we could do to fix our blog and blah, blah, blah. We started talking. I said, yeah, number one, your blog is not your release notes. Your blog is not your software product's release notes. How many of you have gone to a website and clicked on the blog or clicked on the news or whatever they title it, and all you get are articles about this new feature just came out, this new feature came out, hey, get ready for this product is going to launch on this date, this is the new version, and you just keep getting more and more of what is a software release. So she's like, that's not a story. This is not compelling at all. And so if you look at the old days, right, it was like Woo Framework 6, right. Now I'm sure that Woo Framework 6 was awesome, right. I'm positive it was awesome. But the reality is people weren't running their business and waking up in the morning and asking themselves, I wonder about this Woo Framework thing. It just wasn't a question they had. And if you look at the blog today, features every great product page should have. Oh, that's a very different story. Because a business owner says, I need to know what I need to know about this. I don't know if I know everything I need to know. And even if I think I know it, I need to go check it and make sure that it's right. The transformation in just a year and a half or two years of content on Woo Theme's blog is fantastic and amazing and highlights that anybody can do it in a year or so if you put attention to it. You can get off folks. What I call is the difference between outside in and inside out marketing. Inside out marketing is what most of us do. Inside out marketing is I know what we do inside and I'm going to tell the outside world about it. I know what we do. I know our features. I know how we work. I know what's so cool about us. And I'm going to pass it to the outside. And frankly at the end of that you could say something like, and I don't care if they want to know. Outside in marketing starts with a very different proposition. Outside in marketing says, I'm going to ask what my customers need to know. And based on that, to woo them in, I'm going to write that. I start in the outside, not in the inside. I start with, what do my customers need? What's the compelling challenge they're facing and how can I help them accelerate through it? More important than accelerating someone through a problem? Can you even help them anticipate the problem? Because if you can predict what's around the corner for a young business that doesn't know what's around the corner, they will buy all your products forever. I'm not joking, right? If you can predict the problem they're going to have and say, by the way, how old are you as a company? Or what are you facing right now? Or what are your revenues at right now? Or how big is your team right now? I do this a lot because I coach companies. And so once I coach them, I'm like, oh, well, you're probably having this problem. And they look at me like, how did you know? My first answer is often, well, I've put webcams in your office and I just watch you. But if that doesn't get them, then I'm like, no, it's because what you're facing is common at your stage. I can help you get around that corner. And they're like, oh my god, I need that. I need that. And we don't start discussing at that moment my hourly rate because they don't care. How many of you would love it if you were selling a commercial product and people didn't care about the price?  You're just like, yes, I'm not, yes, that's good. Because the reality is, I would love it if someone came and said, I don't care what it costs, I'm giving you my money. Like, great, that is the relationship I want to have with you. But to do that, you have to anticipate where they're going and help them. And that is outside in marketing. Most of us get caught in this world of monolithic marketing. The notion that every single customer is the same. I don't know if you know this, but you can get a hotel room for like $29 a night. And you can get a hotel room for $500 a night. And both rooms will have four walls, one roof, and a bed. Both rooms will have a bathroom, a toilet, a seat cover, a sink, and a shower.  The experience is remarkably different. I'm a fan of the Ritz Carlton. I can afford to be because I'm a little older. I've saved up a few more pennies. The Ritz Carlton is about $450 a night. But you know what's different at the Ritz Carlton? When I visited the very first time, they put a basket of fruit. I was taking my wife for her birthday. They put a basket of fruit in our room. And we only ate the apples and the pears. The rest of it were like, yeah, I don't want that. Seven months later, I went back because I went to a different Ritz Carlton, but I went back because I was doing a meeting very close by. And so I said, I'll just spend the night over there. There was another basket welcoming me back. And do you know what was in the basket? Apples and pears. And that's it. Because their staff take notes and stick it into a database. And when you come back, they process those notes. And you're going, wait, but that's fruity and fancy because you pay $500 a night.  Does everybody know what lifetime value is? It's the notion that for however long that customer will be a customer, if you take all the revenue that was brought in by that customer, that's the lifetime value. Some companies have a lifetime value of say a year or two.  Other companies have a lifetime value of maybe 20 years. You buy a lot of products over 20 years. That's a lot higher lifetime value. Do you know how much the lifetime value is of a customer at the Ritz Carlton? $250,000. On the first night that I show up and pay $500, they don't know if I'm going to last that long. They don't know if I'm going to give them $250,000. But because on average, that's what customers spend with them, they're going to treat me like I do. And that's a huge difference than the lifetime value of the customers who go to Motel 6. I'm not suggesting that you only sell your products to people who have a lot of money. What I'm suggesting is that you don't sell your products in the same way to both those kinds of people. Does that make sense? They're not the same. So why are you treating them the same? And it's not just about whether they want to spend money or not spend money. They have different problems. And if they have different problems, you should target the problems they have and find the right segment because more than likely the value they're willing to spend per segment differs. I spend a decent amount at a hotel. There are other times when I'm traveling for business that I spend less. There are other times when I'm traveling with my children, I spend even less for them.  That's the way that works. I worked two years ago with my friends over at iThemes and we started talking about segmentation. And what we figured out was there are some very distinct people who come to your website. Why don't we name them and let themselves select into the path that they're on? Why don't we just name them? And so what happened is we said, okay, there are bloggers and there are freelancers and there are developers.  They added more recently their gold plan, but three different segments, three different experiences, three different problems, three different dynamics, and then we priced the product and the features to match those segments. And you know what happened? People self-selected in right away. Said, oh, well, I am a freelancer. I probably shouldn't buy the blogger one because I'm not a blogger. I'm gonna buy the freelancer one. Developers like, I'm a developer. I'm not a freelancer. I'm gonna buy the developer one. Fantastic, thank you all. Sometimes just naming the segments and making those available becomes super valuable. There's another company. I didn't work with them at all, but they're fantastic. The guys over at Todaymade created something called Co-Schedule. And one of the cool things they do is right when you get to one of the main pages and you start scrolling down, this little pop-up comes up and it says, tell us about your team. And you get to pick from three options, right? It's just me. There's me and a couple of us. We're a big agency or something like that. And as you click on it, the rest of the page's content changes. The value proposition differs for each different segment. And yet, what most of us do, we work really hard on one offer page, one landing page. We work really hard on one homepage. And we treat everybody the same. It doesn't make sense. Step four, or lesson four, is that we need to stop treating every single person who shows up at our website as if they're perfectly conditioned and ready to make a purchase. On the continuum of negative 10, where someone doesn't even know who you are, they don't know what you do, they don't know the search term to find you. To positive 10, they wear your t-shirt and they walk around all day singing your praises. Most of our websites sell as if they're at negative 0.1. Oh, you're just ready, aren't you?  And yet, most of us don't live in that world. Most of us are in some part of the process of evaluating these options and what we should pick and whether it's the right one and what version and what features do we need, except we're all in a journey and rarely are we right at that moment where we're like, I'm ready to just buy, just show me the big button so I can click it.  You don't need to consistently get ready to close. My friends over in the corner are looking perplexed now because it's the only world they know. They're wrong, the rest of you are smarter than them. You can go home knowing that. You don't need to always be closing. The reality is, some people just need to know what the name is of the problem they're experiencing because what do you search for when you're like, my website doesn't show up on the web anymore. Normally you search for my website doesn't show up on the web anymore. They don't know what SEO is. There are people who don't even know the problem they're in and you have to get the work to educate them to, hey, this is the name of your problem and then this is the name of the class of your solution and then this is the name of my product that's in that space of the solution and then this is why my product is better than everyone else's product and then this is what you need to push the button. It is a journey and if you're only writing one kind of content that'll always be closing content, you're missing out because there's a tons of other people who are coming over and wanna know, okay, what do I need to know next? And you'll see, you can write stories and checklists but you can also write e-books and white papers. You can write case studies and opinions and then you can write the buyer's guide and all of that content becomes valuable. My last tip for you this morning is to listen to your users. Listen to them because the words they use are the words that will help close them. Couple years ago, Reactive Studios came out with a product called Design Palette Pro and I had the privilege of working on the first version of the copy with them and they just kind of assumed, well, Chris just knows this stuff so we'll just ask Chris and he'll just write us a perfect copy but the truth was I didn't know what the perfect copy was, right? So what I do, I start digging into the studio press forms and just mining all the ways that people describe their problem so that you can finally come back and say, okay, here's what I think is gonna work for you, right? Because I'm using your customer's own terms. Does that make sense? Awesome. By the way, read everything by copy hackers. They're fantastic at copy and copy that converts. My name's Chris Summer. I'm the CTO at Crowdfavorite. I also blog over at chrissummer.com and I think we're stepping into questions now. Thank you. Sure, so the question is how do vision statements, particularly as we're talking about the Ritz-Carlton, how do vision statements impact the rest of it or are there other ways to think about things to pay attention to as you're doing segmentation? One of the things I love most about the Ritz-Carlton is not just the vision statement but they have 12 additional values that they work through, things that are core to how they do their business. These are what we call operating norms, right? It dictates that if you're 30 feet away, you need to look up and look at someone down the hallway. You need to make eye contact at 30 feet and at five feet away, you need to actually say hello, right? That's an operating norm. That's very specific. Here's how we treat people. Fundamentally, when we're talking about segments, not every segment needs to be treated the same way, right? Not every, and that's not meaning give bad service to some people. It's just that they don't require the same service. I've walked through tons of Marriots and their staff will walk right by me, right? And you're like, okay, I'm staying at a Marriot. I had no expectation, but if I was staying at the Ritz and they walk right by me, I'd be like, what am I, chop-liver, right? I appreciate that they look at me, right? Different segments need different experiences. So how you think about your tickets, how you think about your sales, how you think about your support, how you think about all your interactions ought to have operating norms for those different segments. Does that make sense? Thanks for that great question. Any others? Yeah, that's a great question. My friend Syed Balki has written an article with WP Beginner about the unlimited plans or the lifetime plans. So at WP Beginner, you want to check that out. That's awesome. But fundamentally, the shortcut of that article says, which I agree with fully, is you have to know your data, right? Ritz Carlton didn't borrow Hilton's numbers. They had to know their own numbers, right? So if you're building a plug-in, you have to know, based on all the data for the last three years, for example, how often do people renew? If people only renew twice and your lifetime product purchase is worth three or four years, you solve two problems.  You didn't wait two years. So if you do the math, lifetime value still applies, right? It's not like, but you have to be willing to do the homework, right? They don't just make that up just out of a whim. Like here, how about $300, right? They actually have to go back and do the research. What is the lifetime? If the lifetime's only two years, then let's price it at three or four, right? What's the lifetime? Your renewals, most products in the WordPress ecosystem have a renewal base that sits at between two and three years. Most people don't buy a year four or year five. So sometimes those lifetime product prices are out at four or five just to accelerate the revenue coming in. Thank you. Yeah. If as much as I can, I try, yes. So right now my team leads over crowd favorite are Brian Richards, Kerry Dills, Pat Ramsey, a guy named Christy that you don't know and Dan Beal just joined us and part of the training for them, right? Is the, if you're gonna ask me a question, make sure that you ask it in such a way that I can answer it with one letter or one word. So they'll say I have option A, B or C and I'll reply back B. I spend a little less time in airports than I did in the last couple of years and so I have more time to write. That's a great idea, Brian. But then he's like, are you okay? Are you sick? Like what happened? I was just expecting number two and be done, right? Thank you. Other questions? Yeah. You would kind of need to find a coach that could help you with this. I don't know where you could do that. Other questions? All right. Thank you very much. Take care. Thank you.


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Let me double-check. The link is right. Excellent. All right. Shout out to everybody here on Bookmap. Appreciate you for jumping on in. Bitcoins look interesting. You know, right when I left the stream, my live stream right from 10 a.m. to 12, Bitcoins started to kind of break down a little bit, but I kind of had to end these two channels. All right. If it breaks back up and makes its move, I do see, look, a slanted shoulder, head, right shoulder. I just, you know, shoulder, head, right shoulder. Just there's bearish tones, you know. Previous support there became a resistance as we tried to come back to it. Like we bounced here, but when we hit it back, we got resisted by it. So you can see key levels being resisted. Bitcoin not, you know, struggling to hold support zones. Beautiful pump yesterday out of control, really. Just continued to moon. It was just amazing.  More people hold Bitcoin in a wallet than ever. More people are profitable in Bitcoin than ever. You know, more money is leaving the exchanges for Bitcoin than ever. You know, Bitcoin has a completely different dynamic than any stock we've ever seen. You know, stocks don't leave the exchange. You know what I mean? Stocks don't have havings. This is completely different. We put it in a form of stocks. That's the only way we can trade it and look at it. But Bitcoin is its own complete real, you know, its own entity. You know, it does things no other entity in the world does. It's so unique. It's such an amazing financial asset, if you think about it. So cool that we came into a time where financial assets began to evolve. So here, one thing I am missing just to the book map crew, everyone, I'm really missing that liquidation indicator. I don't know how long we got a way to figure it out, but I definitely want to get that thing back. It was like the highlight of the show, really.  The way I presented and the way it happened and the timing and where I go live.  We got a short squeeze at about 10, 45, 11. I played the long. We watched it pump to the upside. We made gains. It was just, you know, it's kind of what people come to my stream for. They come to get paid. You know, they want to see, they want to make money. All the other streams I used to see, like I could never make money off of a stream because the guy just, it was kind of like I could learn from them or they were trying to sell me something just enough to get me, but they were never going to like really give me the sauce. And I said, what if I just give the sauce and show people what I do? I said, it'll be so intricate. Only the smartest people will pick it up free, right? Everyone else will still need to practice it. It's not going to happen overnight. You know, I know how long it took me to understand these things. So, and I, you know, with, you know, instead of being in fear, I went for it and started to just really teach every day and give away what I knew. And that's when things really changed. I dispelled all fear from my life because I knew that I couldn't lose if I kept giving, right? And because there's a time you're in between on business, especially a business like mine, where you sell information and you can be like, how far do you go?  And you're like, if I sell too, if I give away too much to people, what are they going to buy, right? And that's a fear, a sense of business fear. And I eventually pushed through that and realized if I just gave more than everybody else, I produced more value. So, if I lived in less fear than most of my competition, I'd produce more value. And if I produced more value, I'd have nothing to worry about. And that's kind of how I looked at the big picture. Bookmap suggests that we go lower, okay? It's given us a lot of liquidity further down. However, there is a big order there at 458 and at 462. And those are newer. There's 462 orders a little newer. We didn't see it earlier. So, they're starting to build some liquidity above us. That $48,000 order has been there for a while now. But when you just look at liquidity, zoomed out, far more liquidity to the downside and we can easily get pulled into it. It's not like it's hard to get to this glob right here. So, it tells me that 44.5 is very likely and then possibly 43.6. But at least 43.5 is very likely. So, this is, I'm watching Bitcoin like this. It's in a falling wedge with a shoulder ahead and a right shoulder. It's kind of squeamish on the 15 minute. And what I mean squeamish is it should have come back up and reset. It didn't. It's sideways and it could just make a nice dump down here. A lot of times when Stochastics don't make it back to the top, they just literally roll over and you see some major dumpage. So, that's something that you want to heed. The one hour is oversold. It took a beat down. Like, it got sold off from last night's high at 45.7. And, you know, it's been just slowly kind of trudging along to the downside. Finally did touch the 21. But just like, see, what I learned about all price action is, price action will come back to the 21. So, here, when you were pumped in this high, see how far your Stochastics will get high. You'll get a bearish div in the RSI. You know, you'll be overbought on the MACD. You might even have rising price with falling volume. You know, might have a divergence on volume. And you're going to come back to the 21. Now, listen, like, this is where I put out, like, we either go sideways or we go down. Whenever, see, if the 21 was here and we had pumped, it's like we go sideways then because the 21 would meet with ease. But when the 21 gaps away from the price action this much, you're going to have to take a lateral approach to get, I mean, a vertical approach to get there, diagonally down. Because as everyone understand that, and this is something I extrapolated, like literally, one day I looked at literally the space between price and the 21. And I said, huh, I go by this probability that price, you know, price has to revisit the 21. That's like my trading style. What I like about it is you just won't do something until it's time again. Here and there, you'll miss an insane pump that will continue. You know what I mean? But, you know, you're always, for me, I'm always in so many long-term coins that if there's something pumping hard too, usually I'm in one of them. Like, I'm getting, if there's a lot of action in a couple weeks, good, there's a good probability I own four or five of the hot coins that pump. You know what I mean? Because I'm just making long-term bags of what's hot and if the market moves. So the idea is you're going to come back to the 21 here. And I study this on every timeframe from that, you know, and so what's true on the one hour is true on the four. So the four hours about to do the same thing. See? It's about to come back to it's 21. Same idea, same concept, same exact, you know, no different. It's just a bigger scale. That's all. And we come to the 21. Now there's a chance we don't and we bounce because price action can do anything at once. And we have to be open-minded to that. But let's take a look now. I mean, we have a high, we have a low, we have a lower high, we have a lower low in candles closing.  And you're curving. So what saves the day is if Bitcoin gets this move further to the upside, breaks this high, this point of control gets back above 4537745 and then consolidates, right? Or maybe it breaks out and, you know, there's one really bullish idea that this one hour is in a flag and the one hour could just, you know, just do some crazy damage right now, just blast all the way up to $47,040. But I just, you know, it's not being conveyed by the break above supportive resistance. It's just not being conveyed to me. Remember, we were all about, I talked about opening trades when the price action opens a candle above the 200 SMA. This was textbook. Yesterday, I opened up the trade because the price action, I actually front-run it. I opened up right here thinking once we get above it, we're probably going to fly. Once we got above it, we exploded. We just absolutely exploded. Right, master, monster trade. Given by, given by me on the live stream, entered on the live stream.  The tiny, the small time frames just kept hitting. It was amazing. Seven minute flag here, four minute, one minute. And I just kept taking what the market gave me until the market slump. And then I also traded TIA and I ended up getting nine, I ended up winning nine out of 10 trades yesterday. It was awesome, right? Funny, this trade would have bounced back. Remember we cut it off there? It would have bounced back a little bit. We were trading SEI earlier today on the stream. The chance, it's just in this really tight channel and it breaks out. Looking bullish too. I've been just trading the smaller time frame, scalping the fifth. I've been looking to scalp the 15 minute on this all day long, right? And just every time the 15 minutes low, scalp it, scalp it, right? That's like right now that's a little scalp possible too. I may re-enter the trade. I think we made what like 16, 18 bucks or something? What was it? No, six bucks. Sorry, six dollars, three dollar fee. Six times three is 18.  That ain't bad, you know? Never traded it before, right? So back into book map. What are we looking at if we zoom all the way in? So we just keep hugging 45,000. Liquidation, just a short liquidation really, you know, our long liquidation is occurring now. They just liquidated some longs. That was definitely one right here and here. CBD is getting negative. And you got this order right here willing to get hit right at 44, 44.9 and then it's 44.6. So really like the closest order here is down 44.6, 44.5. I'd be surprised if we don't go there, but look at this guy. Huge order, 46.1. He's the big boy. He's like the biggest order around. He's the closest biggest order is 44.6, right? So book map, heat map order book, the darker the color, the bigger the order. Simple. Everyone's like, how do you read book map? You know, if these are coming in with volume balls, it's a big red ball. It's, you know, red. If it's a big green ball, it's a buy, right? It's these are simple concepts, right, for book map. And we're really just kind of at a stand still stuck. And remember, I'm just going to reset my book map for a second. But remember, false move Monday, I talk about that because it's like, today is similar to a Monday. Even though we had a great trading day yesterday, yesterday was like a free day. It was kind of like a free, you know what I mean? It was Bitcoin's day to be free because the markets were closed and Bitcoin was open. And that's usually when Bitcoin gets all the volume because they can't trade any other market. If you're going to trade something, you got to trade Bitcoin, right? Pretty awesome. So today is usually what's called, what we call false move Monday. And you'd be looking at today for false moves. And today kind of did it. It had like the false move at the beginning of the day and then didn't really fall through with any of the movement. And now it's, and my whole thing is I'm all about that 21 on the 4-hour. Like when you're that far away, you know, it just, it bears caution. So, so I'm split really a book map. You know, someday you open a book map, you'll see all red down here. You'll see nothing up here. And literally five hours later or two hours later, we will shred through the lows. Same thing on the opposite side. But, you know, it's really great in the tool in that sense. It will just show you. But again, if you look at it, just bare bones. Yeah, we have this big order up here, 460. But if you, I have you counted all these orders together, they outweigh it. And there's just more liquidity all the way down to 43. So you would have to suggest that book map is suggesting lower price action. All right. Do I enter back into SEI? I do not know. Question and answer time. Let's pop out the chat. 43 people watching. Thank you for being here. Can't type today. No worries. I can't type ever. So you're in the club.  I mean, that thing went 1230 almost, right? 4.56 can't get it right. I meant 476, my bad. Seeing liquidity below, but it's been staying in the pattern and defending that level pretty nicely. You the man, David Roy. Yeah, Rockton Road. Great stream this morning, brother. Congrats on the new baby coming. Thank you. Printing. Yeah, this one or SEI or Bitcoin. So we're kind of at a standstill. The one hour could get a huge move here. It could. I've seen it happen and just continue up. That measured move is 476.85. And there is that level here. Like we do see this big bar here just at 458. Just waiting. That's right at about right there, you know, just above us. Money a thousand looks like nothing now on the chart. Back when we were at 20K, you know, you could see a thousand. Let's go, baby. Life is for life. Shout out to Jonah Lange, Klaus, Joseph, Richard, Altersburg, God bless you, Sam, 24-7. Thank you. Eat, sleep, booze, gym. Smash the like for the hardest-working man in crypto. Thank you. Great stream this morning. Yeah, I love that. We're here. Let's go. Gaines, Lord. Fake emotions acting real. Amen. Life for fam. Ooh, nice little pump. 15-minute attempting to kind of double bottom here of some type. 7-minute double bottoming. Okay. Breakout. 21. That's a possible double bottom. Breakouts up here. Stop below the 200SMA. Right? Hmm. That's crazy. As crazy as that is, I may take that trade. Yeah. See, that's what I love about my risk-quad ratio. It's like, once you have a risk management in play, you can only just take the trades that give you that. And if it doesn't give it to you, you don't take it. It's like, I wouldn't, you know, I got to stretch it to a 262 up above. And again, this is why I would watch the 7. The 7-minute will tell. Like, if the 7 starts to flop, we drop this and we come down here, then we know that we're taking the path of the 4-hour down. If the 7 breaks up above here, then we know we're taking the path of the 1-hour to take the pump. Okay. So we can see, when we see things that possibly contradict each other and we're not sure what to do, the smaller time frames will lead us to the light. Okay. Back at it, let's go with Cesar Cordero. My cousin's name is Sam and he's Secret Service for Trump. It's crazy, man. Don't tell people that secret. What's the good word? What's the word, good brother? What's the good word? What's the word? What's the good word? Shout out to Stack McChange in the house. Thank you. Shout out to Frankie Valdez. Yo, let's go. Yes. So we're watching to see if the 7-minute can break out of a double bottom here. We held this support zone for whatever reason, at 44.9, pretty tight. So we got this bounce, bounce at 44.9. I'm leaning down on the 4-hour for a pullback and we'll lose the 200 SMA first on the 7. That'll be the first thing we do before any, we'll get a great candle, we'll drop, but the first significant thing that will happen is you'll lose this 200 SMA. When we come to touch it, I mean, that looks just like when we touched the 7, right? Yes, two days, three days ago before we got held up. Still curious in that SEI. Still, wow, I'd be in the money now. Well, at 7.6, 24. And now that's still kind of got like the double triple bottom in a thing in a way. And previous support is, you know, resistance support. So castings are just getting started there. Took forever the last time we traded it though. It would be the exact same thing, right? Nothing would change. No, it would be exact same trade again. I risked 80 bucks for 271, 15-minute trade. And I'll just keep taking 15-minute sessions if they play out. That's a cool another way to trade is like, you just know how the session plays, right? I know how the stochastics move. You don't always get it every time, but you know the probability. So every time the 15-minute is starting to curve, I just get in, you know? And that's one way to trade. Like, you get it at once, twice, three times today, right? Once, twice, and this would be the third curve. And I'm only risking 60 bucks, and the liquidation is 70, you know? I like the liquidation lower than the... It's funny, they changed this game a lot because I just did a less money before and the liquidation was lower. It's weird that they raised the liquidation. Another thing, when I trade all coins, it's why I don't like to trade them on leverages.  And then literally in a half a second, I'll just watch the entire thing get liquidated. It would just be like this. It would be like, and I'd be like, what the... And so I stopped... I've only been looking at it four or five times on all. It's maybe even three. And it's only been for 50 bucks or 60 bucks at a time, but it just... I don't know, man. I like to be in control of my trades, you know? That's like, you're just low liquidity, too high leverage.  I didn't... Now, I want everyone to know I didn't trade... Last year, I didn't even trade leverage until March, you know? I just never felt the need. I made a large amount of money trading spots, swing trading.  When I got into... My first few things I ever did was I did a swing... My first trade ever was a swing trade. It was like a 30 to 40 day swing trade. Like, I got it. And, you know, the type of service... I signed up to some service that was sending me emails and they were giving me ideas that would play out in two to three weeks. So I was being fed swing trades without even knowing it. You know, I didn't really... I just felt like, you know, I didn't realize there was so many different ways to trade. I just kind of did whatever was around, right? Like, I got into this little... This is like a meme coin. Seems to be pumping today, my row of 25%. Funny, we keep talking about A-Star and it's interesting. It keeps pumping in. I never realized how high it was. It's in the top 100, right? So that's pretty cool in the top 100.  And I think we were on the... The Max C chart, right? Yeah. So it comes down to the seven minute in the battle, right? We don't lose the 200 SMA. We're good to go. I just want to get rid of this. There's so much yellow around there. There's our 200 right there. We did bounce. It didn't let us leave, lose it for whatever reason. It could be the saving grace. And we're back at 45-100 again. So you can kind of see the battle. Like, it's the bulls and the bears, this area of contention. And it's a very tight chop because on the other end of the buffer zone, meaning like whenever there's a chop, there's probably even tighter chop right outside of that chop. And it is because like right here, we have 45 and 44-9. Like, we're at 44, 450 and 44-9. And there's just resistance, resistance, bounce, bounce. We're just... Now we're kind of in this little... We're getting rattled and Bitcoin is going to have to figure out something. You can almost see it in it. It's almost a cement, you know, and a... I see it as a descending triangle. You see that now? I didn't see this before. And I highlight it, right? And then the length of the base, boom. That would also make sense to my following wedge and my four-hour, right? So I'm looking for this descending triangle to break to the down. I am more bearish. I really am. You know, I'm more bearish. Now that I even see a bearish pattern, and before I was already leaning bearish, now I'm even more bearish. So I see a descending triangle, clear as day, which I didn't notice at first. And they'd like to break down the base of the... You know, the length of the base, and they like to break down pretty fast. So I wouldn't be surprised if we see something like that. And we just... 44,000, all right? Looks like your last year's model... I remember when you first started, you left a leverage here and there. I've been here for Sam with two years. I can vouch, Sam did not touch leverage. Yeah. And I didn't touch leverage for like literally 10 years, you know, for 10 years. Great coverage again, Sam. Thank you, Ibo. Super nice to you. Every one of you is super nice. Slight head and shoulders as well. Yeah, you see it? You see it?  So I'm... Now again, we could get above this level, boom, right? It couldn't go crazy. Anything could happen. The one hour looks cool. The seven minute is aggressive right now. So like right now, I don't open the short because the seven minute soaks are curving. Let them play out. So right now, it's the seven minutes time. And that's what's good. That's... I believe that's another... What helps me become... What helps me stay a successful trader in real time is being in the moment, like staying in the present. So right now, double bottom on the seven was still turning up. I don't care what anything else looks like. I got to take the seven. In the way this... You know, I got to like hear the seven. It's like you can't talk to three people at once. The seven's talking right now. I got to... I'm not going to talk to the daily. I can't like... I can't like talk to... You know... Hey, yeah, be a bit... No, no, I got to focus on the seven. I need to hear what the seven is saying and let the seven speak to me. Right now, the seven saying, hey, I do want to possibly reverse. It's saying, hey, I have a chance to reverse her. You've seen me do this many times. Give me a chance. And it's saying, hey, I may not be able to do it, right? Your TA is always amazing. Thank you, Michael Pass. It's very nice of you to say. Sam, which time frame do you think is most followed slash respected by the majority in Bitcoin? And which do you recommend for Bitcoin? Which time frame do you think is most honestly like... Human beings use all the same time frames and all aspects come together, you know? So like right now, we should be getting the pump. Like right now, if I extract this little piece, whatever, that is a double bottom and it has a 68% chance break to the upside and the stokes are pointing up. There's a 68% chance if I open along right now, I'm going to make, I'm going to win, but only if we get up to the, you know, that key level of resistance. So right now my tick size is $10. You see that? I could change it to even smaller. You'll get a little more detail. Look now, we've got liquidity up here, $46,000. $45,000, $8,000. And again, sometimes I'm wrong, but I believe the work that I do and how I do it keeps me right more than I'm wrong, right? Yeah, and someone just pointed out something like, you know, what I did, which I did look at too is like, yeah, we're in the bigger channel, we come retest in the four-hour timeframe. Like you draw the line here, we're going to come down and retest. See, that's what I see happening. You know, we come and retest this level. It's just the most likely, but there's just so much bullishness right now. And there's so much fear of missing out on this ETF that there's going to be people doing emotionally rash things, which may keep Bitcoin, you know, pushing more than it should, right? So, look, we just got our candle outside of this line, right? Technically. Boom.  And even though it is a descending triangle, it could break up, you know. And again, remember, this is a speculation line. It does have two touches though. Like I can do one, two. So, that is a... It has proper trajectory. Like I can take that line. And here we are just watching the 7 Minute at 1.35 in the afternoon on a Tuesday, right? Usually one of the good days of trade, the volatility been great, really good. I mean, today was a good day to trade because it was a really good and short money to be had. As long as there's volatility, there's good money, right? 45, 300, back again, funny. We've been up and down all morning. A lot of people use the 5 and the 15. They're free on trading view. Some big players can hide moves in those sweet spot timeframes. Sam talks about in the live in the 99. 7 is a sweet spot between the 5 and the 7. Yeah. So, the timeframes that fall are respected by majority are the daily in the 15... And the daily in the 4-hour. They work good.  Most people's emotions are so off anyway. As long as you just don't listen to your emotions and do what the charts tell you, you're going to be better off than most people. You know. I've learned the more I keep trading right, the more I realize I just needed to keep trading right. Like, I didn't need to do anything different. I just needed to find a flag, you know, put up my risk management and take the trade. You know what I mean? That's all. And then not freak out when the trade went up and down. Like, let's see the trade through. And that's it. Like, it's not, you know, it's not... We all think it's rocket science, but it's really not rocket science. Like, and it's not as difficult as we make it. We make it difficult. We really do. We really, really do. We are the ones that make it difficult. You know. Look, I'll show you, I'll prove to you that it's not difficult. All right. So I began trading yesterday, my first day back in 2020, you know, 2020, 2024. It's my first trade of 2020, my first leverage trade, right. And we found a pennant. We got in, got out, quick scalp, 93 bucks. Next one, 142 scalp, got out, right. Next one, 130, got out scalp. Next one, 82. Bank. This one was up like 150 bucks. Eventually hit it. This one again was up 150 bucks. Eventually closed it, you know. Was a little greedy waiting for more, right. So those two should have been another 300, right. 123 and then 87. And then I went too hard last night before I went to bed. And I actually did need to cut it off. I cut it off and actually would have won the trade too. Would actually woken up in games. But I was like, just whatever. I was tired enough, you know. And I mean, that's one, two, three, four, five, six, seven, eight, nine trades. And then I took the TIA trade yesterday that I won too. So that's 10 trades. I lost one trade. And what did I do? I just did what I always do, you know. And I didn't think, I didn't, I honestly didn't think a lot. Like I didn't, I thought, like I use my brain. I'm trying to, how to explain this properly. I use my brain, but I didn't think a lot, if that makes sense. Like everything that I did, I've already put into motion a long time ago. You know, like I've sat and developed a strategy. That's a beautiful thing about your strategy too. You could be sick, depressed, like my mom died.  But like my trades don't involve emotion. Like they involve an in, a stop and a take profit. And like that doesn't change whether I'm happy, sad, up or down. There was a few days where I didn't trade well. And I was, you know, I kind of couldn't concentrate on my trades. That, you know, my brain wasn't able to focus. That was the key. But once I got through that, and I could focus, you know, even on a rough day where I'm really missing my mom or going through a tough time, like I can still trade. You know, I can still trade very well. I mean, I have two of my best streaks recently, one 18, 18 straight. And now that one was in nine straight. I lost the last one, you know, 10 straight actually, or nine straight. Yeah, you didn't overthink the practice took the charts for what exactly I just took exactly what I was given. You know what I mean? Like yesterday I was trading the seven. Like I saw this as a flag. I, you know, I got in with a stop loss below there. You know what I mean? It pumped. I saw this as a flag. You know, I got in with a stop loss below there. It pumped falling wedge. You know, it just, it just never, it just kept doing what it was supposed to do. Right. And then even last night, it's funny, I was like half kind of in on this idea, the light, one of the lifers drew and then it slumped. But then again, it went like this. It made the flag here. See.  Double topped. And this is kind of where we stand, right? But yeah, I just traded what I saw. I just took it and honestly that will end the one hour getting above the 200 SMA was my calling to open up along right there. Bang, right? And that doesn't fail me. For Bitcoin, it works so well. Like that strategy in Bitcoin, they go hand in hand. Like it's so awesome. Specifically, if you're willing to swing trade, like the only issue I have is long-term holds for Bitcoin when I'm leverage trading. Because like, I'll be in, like, say I try to leverage trade and I get in like here.  Be up huge, lose it all. Be up huge, lose it all. And that's just emotionally tiring to be in a, you know, so if you got in here and you had to wait to get up there, that took a time.  Those streaks were something insane to witness in the 99. Wildhall TEA can play out if you keep it simple and market plays nice. I remember when we were at 25K a few months ago, we came a long way. I know. Yeah. Last night was crazy. Insane gains in the 99. I know. Thank you. But yeah. And like I stuck to this idea that we were in the pen and I kept drawing. You just, and I love how you never know what's going to happen, but the probability ends up feeding you the right results. But you got to stick to the probability. You got to stick to the probability, you know. You can't play the probability one day. Like you can't open up the trade tomorrow. All right. And say that's a falling wedge, but I'm not going to trade at this time. You know what I mean? What's interesting is I see something now that I've, I saw one other time in my life and not just seeing it again. That can play out as an inverted head and shoulder. I know it's hard to understand, but I've seen it. I've seen it. I've seen it. I just got deja vu from a day when I was like, nah, that can't play out. And it did. So like I even defied it and it ended up playing out. Man, trading has been so simple with your strategy. I really think it has. Like, right? I mean, once you get it, it works. It's, it's removing your, see, people don't, first it's, there's trust involved. There's trust involved in every trading strategy. You must trust the strategy. If you don't trust the strategy, for me, for everyone, with all the pains we've been through and all, you know, after the, what happened with the virus and everything, a lot of people like the trust has been, a lot of people's trust in everything around them has been eroded, you know? And for, and for good reason, like we've been, we've been mentally, they did a mental test on us. Like, let's be honest. Like it was a PSYOP and my entire life has changed. I can make money anywhere, anytime. I live full-time from trading now. Yeah. The best team in the game, Sammy, Cup and Handy. Like yesterday, I wanted to sit and trade and pull out $700 for the market and I could, you know? Amazing. From home, from my stand-up desk, on my, on my pad, right? Dressed, dressed not, you know, it's like, it's, it's great. Anyway, the market's pretty flat. I was going to keep pushing here. Any questions, like, and any questions about book map, you know, I want to be here for book map. Really, really put book map first. They put me first. They're super nice. They're awesome. And yeah, I just, I'm someone that doesn't forget where I came from. And I don't care, 50,000, 100,000, a million. I remember the people that first believed in me. I remember the people that first joined my Tudorings. The first, you know, it's just, we're here now, right? Like we are here now. And when I say that as the lifers, like, we are here now, the community of the lifers, we are here now. And we were building before, we were building before, but I think after 2023 ended, like the day it ended, it was like the dust settled and it was like, yeah, the crypto lifers. That's a community. Like that's one of the bigger communities in cryptocurrency. Like people know about us. Someone knows a friend that's been part of our trading group. Someone has traded with me. I've been on a channel. We've just connected to too many parts of the space, right? We've put our hands in too many cups. You know, my name is Chris and I'm a lifer. Exactly. Lifers loyalty only because the commitment and the loyalty you show us daily. What's the mouse you're using, Sam? I missed that in the live or sorry, no question about bookmap. It's just amazing. Yeah, I just, and this may not be the best one. It's an anchor, very, you know, cheap, basic. But it, what it does is it just your hand stands straight. That's all. You know what I mean?  It's more like a handshake. Like when you hand shake in someone's hand, you probably have a little curve in there. And so you're not like this top down. You're more like this. That stress, I can even feel when I do it. And when I do it, you can even see my shoulder raise a little bit. Like, and so if I was doing this all day, you'd see my shoulder tweet, especially at a stand-up desk, it makes it more, when you're at your sit-down desk, you know, you know. MMA just got listed on Crow on the 15 minute. He was exchanged for a micro cap. I agree. I agree. And did, and look, see the rejection there? No good. No good. And now look, I mean, now let's be honest. Shoulder, head, right shoulder. Right shoulder. I think it behooves us to take a short on that, honestly. I think if we just lay down and realize that are we going to be one of the squeezed, you know, but that's that to me, that's a head and shoulder forming. I haven't shorted the market in a while. I think since my mom died, I haven't been able to short. I don't know what it is. I don't think I opened up a short since my mother passed. It's been about a month. I mean, the market's been super bullish. Like, why would you short the market? Right. Kind of makes sense. Oh my God, I haven't big Sam, like, I haven't used my umbrella in three days, but it hasn't rained back. Oh, yeah. But, you know, the thing is, you know, I'm seeing a right shoulder short here. As long as we stay below this point of control, I don't see how we don't. And then descending triangle with a head and shoulder inside. I mean, that's bare city curving moving averages. We flip this upside down. We love that's the pump up to the 200 SMA. Bing cloud. I became a member and learning a ton. Have you noticed the pattern in the density or the way book map looks when whales are trying to trick everyone at certain directions? No. Rejecting the 200 on the five minute extra confidence. Yeah, I see what you're saying. Yep. And you're overbought there. Yeah. All right. I haven't shorted in a wee bit. I haven't shorted in a wee bit. No. But I may take a bit of a short. No. Let's see. Let us see now at the top. And that's where you short with a stop loss. This is textbook. You're supposed to take the head and shoulder from the neckline down to the measured move. And you're supposed to get in at the shoulder and with a stop loss at the top of the head. Make sure you switch to short. I've done this many times and not done it right. You know, 44, 3, 7, 7. That's why I tell people to at least do some demo trades. You know, 45, 500, 1, 0. And again, no emotions needed. We could easily get stopped out. I'm not going to risk a lot because I'm not like in love with it. I'll risk 95 for 250 on the short. Look, I'll hit open long. I've done that many times and we're going to take the short. Okay. Liquidated at 46, 600. It's actually not that far away. It's 500 bucks. Where's the stop loss? 45, 5, 10. All right. All right. All right. And we commit to a short for Bitcoin. I haven't shorted in a long time, about a month. So we'll see. First time. You even made a you even took in a long trip accident and close it in the money and then took a short trade and made money. Oh, wow. Yeah. It was pretty funny, man. How do you determine when to take profits? When I'm in the money, when I'm when I'm in the money, when the stochastics head down to this dotted line and start to curve. That's when I looked for profit taking. Yeah. But that's definitely a head and shoulder pattern to me. But it also somewhat of a double bottom. I'm just, it's bearish, man. I'm seeing more bearish. Widely accurate guy here. Thank you. I'm up on that short. Hey, man, congrats. Me too. Five bucks, eight bucks. Look at that. That's a fast $8, $9, dude. Dude, I'm just saying, like, if you can print nine bucks, like, we've been in the we've been in the trade for two minutes, you can make nine 12 bucks to 222% gains. Look, I'm the king of 3%. I haven't said that in a while. Let's see if I can get my 3%.  You know what I mean?  Like, that's when it's not fun. It's fun when you win in front of people.  You know, right? And I'm the guy that will give a live trade if I see it. You know, it has to make sense though. It has to make sense, right? And the more comfortable you get with taking trades, the more comfortable you get with taking trades. Maybe say that again. The more comfortable you get with taking trades, the more comfortable you get with taking trades, right? And again, we've got liquidity below us for Bookmount. Not amazing, but we got 449 waiting right there, pretty red. We've done our due diligence. We could easily lose the trade. We're also curving down on the stokes on the five. Let's ride these down. You should give us the least 30 bucks. Another thing about having a streak is you get addicted to the streak. The coolest thing about having a streak, I've been sick, but good to hear your voice again. Go Sammy. I took a stab at this short as well. Shout out to Elton Jeffs. I was just about to say, is this the 99 trading group? My first time here, if it is. I mean, people here are in the 99 with me, but this is Bookmap. And what we do is we look at liquidity on Bookmap to get a sense of what's happening to the market.  There are a few days where I'll say I'm not trading it, but look, now we're up $18. Look, I am the king of 3%. I did it. I did it. And look, we made 19 bucks at one point, right? Been shorting from the top, baby. Juice, world, I know you have.  Shout out to Juice, world. God bless you, man. And shout out to everybody here on the live that's kicking it with us. The 99 dominates all the chat rooms when Sammy is on. I'm in the 99, baby, right? Koala, man. We love you. And that's the thing, man. I love, remember we had ATV. Now ATV, we would flock on there. Like, we used to bang on it back in the day, right? Man, this crew, we've had a strong crew for a long time. That's what you get when you work as hard as me. You get the most dedicated. When you're the most dedicated, you get the most dedicated people. You get what you are, right? So dedicated people will be attracted to someone who's dedicated. And who do you want in a trading group with dedicated people? Because they can help others because they're going to learn quicker because they're dedicated, right? So literally, let's break that down for one quick second because I just even though I know it's bookmap, but like, I just want to bring up this one idea. You join a trading group, there's 100 people in it. The guy goes once a couple of times a week, makes a few videos, pushes in, everyone learns and it's cool, right? And those 100 people are kind of consistent like him because he's in and out, but they learn and everyone does well and the bull run, they make money and it's fun, right? But then you join my trading group and you've got like a thousand people that are there and they're with me and I'm showing up every single day. So the people that aren't super consistent, they're starting to be like, man, I need to be consistent like the mentor. Like, and if they join the group, then they want to learn from the mentor. Like that's what they've been telling themselves. So if they want to learn from the mentor, they want to get influenced by that idea. So if they see the guy grinding, they want to grind. So now when you come and join out of nowhere, like someone might be watching and you come on in, you're now around a thousand people that are super dedicated because the person that runs the group never takes a day off and is really on point and sets the bar for everyone in the group to really push themselves. So you're actually the $99 investment that you did last year and if you decide to re-up this year, it's gone up in value. Number one, inflation has gone up, but I didn't raise my price. So I've lost money on the trading group because I've produced more value, but the value that I've gone is losing, right? Boom. Number two, more people are more learned and have stayed in the group that are searching and learning and it can help you. So every single time I stay more consistent, there's more consistent people in the group. It helps the new people that join the group. It's a cycle that I thought about it when they am like, these things take care of themselves if you just do the right behavior. You can sit there and think about all strategically and build it and it will happen too, but you'll be the most strategic if you just do the right things. If you're just proactive and you take action, you'll see things go in your way, right? Oh, we went negative. We were doing so good and it's a chop day to trade too. Be careful. Most I can lose is 100 bucks. Oh, well, right? I honestly didn't really feel the trade that much. I kind of took it, I think, as showmanship to be live, I guess, and I shouldn't take that as it. I shouldn't, but sometimes I can't tell when the live stream might push me to trade, you know what I mean? Whenever I might not, but it's all good. It was in the money when I, you know, symmetrical triangle, right? 50-50 shot now. Seven-minute all that time to pump and didn't give us much love. So watch this 15 minute, watch this seven-minute symmetrical. Let me grab that. That just got coupled by the shift mode. So this is what you watch now. This is going to tell you kind of what's happening. All right, we should be in the money now. Back in the money. That's leverage trading for you too, right? Just wing, wing, wing, wing, wing, wing, wing, wing, wing. You know? Let's go with the probability. We traded it right. We're below moving averages. We're likely going to win this trade. We got a rolling top, you know what I mean? Rounded tops. Sad to short Bitcoin, but we're likely going to win this puppy. Stochastics are in our favor. You know? It's looking pretty good. Got him when you first set it 45-30 and out at 51-3. 3%, $11 richer. That's why we follow you. Michael Paz, man. Amazing. Michael Pah, right? Bookmaps, getting some action. Boom. Yeah, that was a little long. A short squeeze real quick. Still more liquidity above. We got this glob right here, 44-5. Take me to 44-5. Let me hit my target. Let's call it a day. So now it's pretty cool. I mean, right at our target, they have liquidity. Right at our target. 300 Bitcoins want to be bought. That's a great sign. Send us to our target, right? 44-500 and we'll be good to go. I'm a little lower. But if we hit 44-5, I'll be happy with that. So I'm going to write around there. We'll be in the money. I'm 71 retired with plenty of time to learn and I rode the wave up and down in 2020-22 and I aim to make money this time. Oh, you ride the wave up and all the way down? Oh, no, no, no. That didn't happen in Bill 007. You're making money this time. Yeah. And there we are back up 12. We'll see where it goes. Who here likes watching the live trading even when it's only like 100 bucks or whatever? I mean, we could make 500 bucks. It could be a pretty nice trade. We'll see. Yes, up and down. I do. I love you guys. 122 people watching on the live. Amazing. Me, me, lifer Adam. Who here learns a lot with the lifer? What else do you want to see me do? What could I do more for you guys? What more could I do? I just want to know. Like, and don't be bashful. Let me know. Like, what more could we do? There's got to be more. You know, that can be done. Fibs. Okay. Do a flip. And I sure I'm in a short as well. I'm in the field with you. Yeah. I mean, I think it's it's looking the probabilities in our favor. So you just have to have a whole day on the live trading all day.  Thanks for the insights. Dad. Love you. Okay. All right, everyone. I love you. I appreciate you. I'm going to take an old friend to lunch. But enjoy your day. I love you all. And yeah. Hey, I just want to be adopted. Hey, maybe we could take you in and email us. We'll find out what your age is. Shout out to Josiah Jellowick. We love you. I think the shirt is kind of excessive. You should probably love it. I think the shirt is kind of excessive. You should probably lose it. This shirt? Yeah, it's too big on me, honestly. It's my dad's shirt. You know what I mean? Anyway, I love you all. Shout out to BookMap. We love you. Shout out to Dan P. Shout out to everyone here. Have a wonderful day. Take care of yourselves. Enjoy. We'll see if the short plays out. I'll upload it to the trading group. We'll see what happens. And, you know, we'll get down to it. I hope we went. I don't want to lose, man. We've been doing amazing in 2024. So God bless you all. You can. You will. You are the best. And, um, yeah. Thank you for your time. Most precious asset. And that is your time. I appreciate it. Have a great day. Stay blessed. Over and out, lifer. Cut it. Jimmy, we're done.