A new study has found that plant-based diets, especially those rich in high-quality plant foods, are associated with a significantly reduced risk of developing type 2 diabetes, T2D. This suggests that shifting towards diets rich in healthy plant foods may help reduce the risk of developing this disease. This article was authored by Ambika Satija, Shopa and Bhupati Raju, Eric B. Rimm and others.


On entertainment news, one of pop star Tubaaba's baby mamas and mother of three, Perot Adeny, has kept mute amidst the infidelity claims directed at her by the singer's wife Annie DBR on social media. In a series of Instagram posts which have since been deleted, Annie claimed that Tubaaba had been having a romantic relationship with Perot under the guise of co-parenting. She further claimed that his family never accepted nor found her worthy. Though Annie's outburst attracted mixed reactions on social media, Tubaaba and his manager, Ifi Omorobayi, have not responded to her accusations. Tubaaba has three kids with Perot and two kids with Sombor Adiyoye and two kids with Annie. And don't forget to hit the notification button so you get notified about fresh news updates.


Today, we're going to be talking about what I don't want you to die like. We're going to talk about the five regrets of the dying and every once in a while I like to talk about this because I think people forget they're going to die, like they know they're going to die.  But number two, stop worrying about all the bullshit that doesn't really matter and start focusing on the things that really do matter and so there's this great book called The Five Regrets of the Dying and I'll basically summarize the entire thing for you today so you don't have to read it, but it's about this lady who works in hospice care. She's a nurse that works in hospice care and for those of you guys that don't live in the U.S., hospice is basically where somebody goes when they are going to die. They're terminally ill, they don't have a whole lot of time left and she worked in hospice for eight years and one thing that she noticed is that when these people got so close to death, they became very honest, they started being open and they started telling her things about their lives that they never told anybody else and one of the things that she noticed was that a lot of them had regrets like of things they wish they would have, like they're at the very end of their life, this one life that they have and they're starting to tell her all of the regrets they have and so she has, you know, all of these different regrets that she's kind of compiled and she realizes that the majority of them kind of just fit into five different regrets that people had when they're at the end of their life and it's a really good book because you can learn from other people's mistakes and so what I want to do is actually tell you about these mistakes and these regrets that they have so that you can hopefully learn from it and learn from other people's mistakes and make adjustments in your own life and so I'm going to go through each one of them with you and then we're going to figure out what we can learn from each one of them so the first one is I wish I had the courage to live a life that was true to myself and not the life that other people expected of me so the number one regret she said it was like a extremely high percentage of people at the end of their lives their number one regret was that they wish they lived a life that was true to themselves and not what other people expected of them holy crap like just think about that for a second most people live their lives trying to fit in they don't follow their passions because they're too afraid of what other people might think or what they might say and their main regret is that they didn't live the life that they personally wanted to they lived the life that they think their parents wanted them to that society wanted them to that their spouse wanted them to and now they're at the end of the life and thinking to themselves I wish I would have done what truly was the most important to me what let me up the most and so isn't it crazy that we allow what other people think about us in their opinions of what we not even always what they think about us but what we think they might think about us change our entire life in the course of our life and so we only have one life and we're floating on this tiny little rock going thousands of miles an hour in infinite space surrounded by trillions of stars and planets and all kinds of other things out there and we're worried about what maybe one other person might think about us and then when you take a step back you realize that people are so busy thinking about themselves they're usually not even thinking about you in the first place and so it's not even what they're thinking about us it's what we think they might think about us and we let that get in the way of the one life that we get to live like how crazy is that and she said one lady that was named Grace before she passed away she regretted that she wasn't living a life that was true to herself and she she said something to her and she said live true to your own heart don't ever worry about what other people think promise me that before I die and so Grace literally was on her deathbed and talked to the nurse and was like just promise me you'll live a life that is true to what you want and so what can we learn from this what can we learn from this regret that other people have so that we don't have it we need to live a life that's on our terms we need to stop caring what other people think if you're not hurting other people then you should be doing what it is that you want to do you know if you can't stop thinking about it don't stop working for it there's this thing that's probably inside of you and might have been inside of you for five years ten years twenty years twenty five years thirty years whatever it is you're like man I just really want to paint or I just really want to start that jewelry company or I just really want to open up my own tech shop or I really just want to play guitar on the road or whatever it is and it's this thing that's been like it's been there for a long time like if you can't stop thinking about it don't stop working for it like you've got to work for it and to hell with what other people think about you because they're barely thinking about you in the first place they're usually so caught themselves they're not thinking about you so that's the first one that they have in the first thing that we can learn number two the second most common regret was that I wish I hadn't worked so hard and she said this mostly came from a lot of men and you know I think I love working hard I love hard work and I do believe that hard work beats talent when talent doesn't work hard but I do also believe in having downtime I do believe there's a there's a balance in life I have overworked myself I have burnt myself out you know I used to work when I was younger and I had my very first company it's like a hundred and ten hours a week for three years and I burnt myself out and I do work really hard now but the thing is I also disconnect you know that was back when I was 24 about to be you know 37 now and so I've realized that there's balance in life you can't be so caught up making a living that you forget to have a life and so that's one of the important things in life is that yeah work I think you should work your ass off I do but I also think that you should take a step back and enjoy the life that you've built as often as possible and you know she speaks of a man you may have heard me say this before in the podcast but she speaks about a guy who worked really hard for a company for 15 years and he saved up and he saved up for his retirement and his goal and it's not even his goal his plan with his wife was to travel once he retired they had these plans and all these places were going to go in so much fun they were going to have and then right when he was supposed to retire he said honey give me one more year like I'm almost there I could retire now but if I got one more year of savings I think we'd be even more set just to make sure that we have enough money to do even more fun things and so she waited she had kids over the 15 20 30 years that he had worked in the last year she was like okay if you want to add an extra year you can add an extra year so he added an extra year of work and three months before he retired like for the extra year she passed away and he was alone and he wasn't able to go to those places he wasn't able to travel and so you know there's actually a quote that he said and he said in the book I wish I hadn't worked so hard I was a damn fool I worked too damn hard and now I'm a lonely dying man the chase of closing a deal became addicting to me this wonderful woman waited so patiently for me to retire and now of course as I sit here dying I see that just being a good person is more than enough in life why do we depend so much on the material world to validate us it's just the chase for more in the need to be recognized through our achievements and belongings and these hinder us from the real things in life like times with loved ones that we love time doing things that we love to do there's nothing wrong with loving what you do but now I see it's all really about balance and so this guy lived his entire life worked his ass off worked an extra year when he was supposed to retire he could have had nine months of traveling with his wife before she passed away but he decided to work an extra year and didn't get to do any of the traveling and so yes work your ass off I think that you definitely should but you also got to have a balance you've got to if you work really really hard you've also got to play really really hard you've got to disconnect really really hard and so what can we learn from this it's okay to love what you do it's okay to work hard it's okay to have something that you're passionate about but you got to have balance also you know if you're just working for material things eventually you realize that none of those things actually matter in the first place like for me yeah material things are cool and I've bought some cool shit over my life but like what I really care about is experiences like that's what I'm here to do on this plane is to experience things and go places and have fun and taste foods and meet people right and it's like if you're just working to buy things and to keep up with the Joneses and get a new car every two years I don't think that's really what we should be working for it's kind of like that that fight club quote where he says advertising has us chasing cars and clothes working jobs that we hate so that we can buy stuff that we don't need to impress people we don't like right so don't you know work hard but don't work so hard that you don't actually live your life so that's the second one number three is that I wish I had the courage to express my feelings and she gives an example of a man who she took care of that was a holocaust survivor who was at the end of his life and was sad that he never really let anybody in and he kind of built a wall after the after the holocaust and what he went through which understandably so but he kept the armor up and because he kept the armor up he said to where he's like man I just feel like I didn't let anybody in I didn't find who I was and I wasn't able to connect with people on the deeper level and he regretted because he felt like his his wife and kids never really knew who he was and he just kind of closed his feelings off and never actually connected fully with people and so he regretted never being vulnerable with them and never really letting his true stuff out and so your feelings are valid and one of the things that we do is we suppress feelings and we don't share them and we don't be vulnerable with people and we don't let people really truly see who we are and if we're doing that then we're basically just showing them a character character of who we think that we are and so you know one of the things that that people say is is they didn't feel like they truly connected with people because they were just so afraid of expressing their feelings and so what can we learn from this try to connect with people try to let your armor down you don't have to let your armor down for everybody we've all got it but who are the people that you really want to connect with the closest your spouse your children your family what who are those people and then allow those people to see you and when you let your armor down they'll let their armor down and it'll be a safe space for both of you and so that's something we can learn from this is to you know express your feelings if you feel like they need to be expressed so that's the third one the fourth one is that I wish I stayed in touch with my friends and so one of the things they notice that she notices that so many of these people they're getting to the end of their life and they're lonely like very lonely and the reason why was because they either worked too hard or they didn't you know they concentrated on their family and they didn't keep in touch with their friends and they're at the end of their life and some of their loved ones die and their children move off and all of this and they're alone all by themselves because they didn't keep up with their friends and they're sitting there and they're like man there's so many people I got too busy with work I got too busy with family and they regretted not keeping in touch with the people who were important to them that weren't blood to them and part of their family and they regretted not having the relationships they built over years in years and years and letting life and family get in the way and so it's good to have those things it's good to have a business and career and family and spouse and all of that stuff but there is also a need to have other people to connect with and have to you know even if it's just a few deep connections with other people as well and so what can we learn from this why don't we make a list of people who who we really want to matter in our our lives outside of our family friends people that are acquaintances and maybe want to build better relationships with and people that you can you know connect with and stay in touch with those who actually truly matter to you and let's not let everyday life get in the way of being too busy and not being able to build the relationships that we want and so if you think about that like who's a friend that you haven't seen in a while who's someone who's like damn I really need to connect with them it's been a while since I've sent them a message maybe I could go get some dinner with them or some lunch with them and even if it's just a handful two three four friends just build those real deep connections with those people as well so that's what we can learn and then number five the fifth one is that I wish I let myself be happier it's an interesting one I wish I let myself be happier and this one can be challenging because we constantly see advertisements that are telling us that we're not good enough and we're telling us that you know you're not good enough until you buy our product and you're not pretty enough and you know your cars and your houses are not good enough and you need to keep up with the Joneses and it's easy to feel like we're never enough and to not be happy and so what we're always doing is we're projecting into the future of what we want what we desire and we're thinking about those things all the time and not actually just taking a step back and being like man my life is pretty good my life is pretty awesome I have built some amazing things and there's there's definitely things to be grateful for and so with being happier is just like how can I focus more on gratitude and the great thing that's about happiness is happiness is just a choice like you can choose to be happy at any moment it's not some BS lofty fairy dust sprinkling phase or a phrase that you have but it's like you can literally just decide to be happy right now it's a decision it's not based off of circumstances it's based off of the way that you think about your circumstances and so we have to allow ourselves to be happy and be grateful for what we have and for the people that we have and for our health and for you know whatever it is the health of the people that are around you you got food water shelter clothing a couple people that love you they're so much to be grateful for instead of thinking I'm not where I should be or I want to be further along or I need to get that next buy that next thing or go to that next place take a step back and be like oh shit things are actually pretty decent right now and allow yourself to be grateful and realize that you are enough as you are there's nothing that you could ever do or achieve or create there's no amount of money that would ever make you more or less than what you currently are right now and so it's really about deciding to be happy in this moment without needing anything else and so what can we learn from this be grateful just decide to be happy and so those are the five regrets of the dying once again let me go through them one more time so you can make sure that you don't make regrets and mistakes the same way that these people did number one is I wish I had the courage to live a life that was true to myself and not the life that others expected of me number two was that I wish I hadn't worked so hard number three is that I wish I had the courage to express my feelings number four I wish I had stayed in touch with my friends then number five I wish I let myself be happier so that's what I got for you for today's episode if you love this episode and you want to help this message spread please do me a favor right now go ahead and share this on your instagram stories and tag me at rob dial jr that is how this message spreads and that's how it continues to grow and I greatly greatly appreciated every single time I see it on my instagram stories that you guys are sharing the hell out of it so I appreciate that and with that I'm gonna leave the same way I leave you every single episode make your mission to make someone else's day better I appreciate you and I hope that you have an amazing day


Hey guys, I'm outside Monkey's in the house. We got some bad stuff going on here. You can't see it, but there's a tree that snapped in half Right out here. It's over top of the driveway It's getting bad now All right, we're in it. I Don't know if you can see this tree But it's busted Half of it's getting ready to come down whoo It's getting bad. I don't know what you can see up there So it's starting a little bit here a little bit there Alright, I'll be I think I says be careful. I can't see let's go out in the backyard and see what's going on We heard something and I don't know what's going on.  Say hi monkey real quick here Let me wipe this you says be careful. Okay. I'll be careful I want to share this with you guys All right, let's get out here We are surrounded by trees. I don't know if you can hear the wind There's a house Behind me. I don't know what you can see what you can't I Don't know if you can you see these trees the palm trees blowing so It's we're fixing to get it I wish I had more light out here for you guys This is on my glasses on Got water on this thing. Yeah, look it's Make sure the camera's okay. Wait a minute. I don't even know if I'm holding this the right way or not. I Don't know if I was upside down or not, but Hope not Too dark. Yeah, sorry, we don't have much light out there but Little front door just blew open Whoo, all right Wow, this is my first hurricane.  Can you see the little frog on the window? See? Where's that? There he is Little tree frog. Hi, buddy Pretty cool. All right guys, listen just a little update. We do have a tree coming down Wireship going on Sorry if it was upside down, this is the tablet Okay Guys listen, I'm gonna back in the house for a few minutes. It gets any worse.  All right. Thanks for commenting appreciate you watching Listen everybody take care. I'm gonna house for a few minutes. I'll get back with you here shortly if bad things happen, I'm gonna try to record it and Not for fun, of course not because that it's cool But you know to document share with you guys what we're going through down here Okay, so all right. Listen guys, I'll get back with you here a little bit Maybe a couple hours maybe in the middle of night, but I'll get some stuff for you guys So listen everybody. It's down here with us Take shelter and be cool hang tough. We're with you guys. All right again. Thanks for calling that and appreciate it Thanks for watching. All right. Okay, so guys listen. I'm gonna go for now. So Right now she bear. I'm gone. See you guys


In this video, we're going to be talking about the four biggest call option buying mistakes that you're probably making as an option trader now if you've been buying call options and you've been finding that your options are expiring worthless or the stocks just not moving in the Right direction or it's not moving in the right direction in the time allotted Which is the expiration date or if you're finding that if you have option profits built up in a position Then all of a sudden you see those profits start to disappear Then you're probably making at least one if not all four of these mistakes as an call option buyer So if you want to learn what these mistakes are and how to improve them and how to up your option trading game Then you're gonna want to stick around and watch this video. So let's go Now here at the smart option seller We help you up your option trading game and take it to the next level So what we're gonna do today as I just talked about We're gonna be talking about the four biggest option buying mistakes Specifically call option buying mistakes that you're probably making so here in our cheat sheet that we usually have In each video are the four mistakes that you're probably making we're gonna take one by one and go over each one and Tell you why the mistake is really detrimental to call option buying So number one, let's just jump right in number one is you got to trade with the trend if you're a call option buyer That means you're bullish on the stock now If the stock isn't moving higher Then there's no reason to be buying call options There's no reason to be to be bullish on a stock if it's not trading higher You have to trade with the trend if the trend is down. Why would you want to be bullish? Okay, the the trend of a stock is very important. We're gonna look at some charts here Let's go to our charts real quick and we're going to talk about If you're bullish, these are the kind of these are the kind of charts that you want to look at now This is a chart of Pepsi. This is a daily chart of Pepsi and As you can see bottom left to top right this this screen here is about two years worth of trading for Pepsi This is a daily bar chart of Pepsi as you can see over time the last two years Pepsi's gone from $144 all the way up to $185 I'll move myself over here a little bit so you can see so PEP Pepsi. That's the chart If you're gonna be a buyer of call options, you want to get the trend the trend is higher for Pepsi Okay, so what you can do is you can see Pepsi goes up and it down and up and down So what you want to do is try to concentrate on buying call options as Pepsi's on a pullback and starts to move higher It's very easy to see here the patterns. Look at this. This this is a perfect pattern now Pepsi pulls back Obviously, so you want to wait until the turnaround and then by as it's moving higher Okay, so if you you know want to look at a chart that's moving you don't want to buy call options on A stock that's moving lower. So let's just look at a different a different Different chart here to see, you know, what you may be doing wrong. Let's look at a chart like PayPal, okay, we'll pull up PayPal here and see what it looks like. Okay So as you can see PayPal's been going lower lower lower over the last two years So if you're a call option buyer You don't want to be buying call options You don't want to try to catch a falling knife as they say in Wall Street meaning that you're trying to pick bottoms You're trying to think that at this stock is not going to go any lower And you're gonna get bullish and you buy a call options only to see the stock keep moving lower on you So number one the number one goal when you are bullish and you're buying call options You want to make sure that you're trading a stock that is uptrending or if it's on a pullback Wait until it starts that next move higher So in the case of PayPal every time that you might try to think that it's hit a bottom It's not gonna go any lower. It just keeps going lower Let's go back to Pepsi Okay This stock is Moving higher. All right. So on a pullback you wait till it makes a bottom You're not gonna catch the very bottom, but at least wait until it's start to move starting to move higher Okay, so and plus you want to you don't want to listen to people that are just giving you tips Hey, you know, I heard the stock's gonna be making a move soon.  You got to do your research You got to make sure you're buying into a quality stock that's been in an uptrend and then buying the dips That's that's gonna help your call option call option buying game Tremendously. All right, so let's go back to our list here and look at the second Item on the list is speculating with OTM, which means out of the money strikes When you're looking to buy a call option, which strike do you normally choose a lot of people? I talked to a lot of people eat people email me. I teach a lot of students The first thing they tell me is that they want it They want to buy the cheapest call option on the board.  So Let's go to a let's look at our interactive brokers option chain here for a minute and talk about You know what that means buying out-of-the-money options. So here again is our our interactive brokers option chain We got call options on the left here. This is what we're going to Focus on and again, we're looking at Disney. We've been following Disney in our last couple videos So Disney's trading around, you know, 99 dollars and 40 cents right up here So we're looking at let's just round up to a hundred dollars a share that Disney's trade Now you want you're bullish on Disney and you think it's gonna go higher. So you want to buy some call options How do you know which strike to choose and I just want to say for those of you that are just getting into the options game You know buying stock is very easy. You buy a stock at its current price and it's either gonna go up or down You know if you want to get into the options trading game You need to understand that you're gonna be playing with professionals that have a lot more experience than you and really understand What options are doing when you trade with options? You got to deal with strike prices. You got to deal with expiration dates You got to deal with volatility levels There's a lot of things that are much more involved with options trading than just straight-up stock trading So if you want to trade options, you got to really educate yourself on all the all the nuances and characteristics of options So you know how to pick the you know, the best strike the best stock the best expiration date, you know It takes more effort to be Successful with options trading. So I just want to get that out there. So I'm here to help you You know overcome some of those obstacles now. We're looking at Disney here Disney's around, you know, $100 a share which Call option would you typically choose if you're bullish and you just want to try to make a lot of money? Most people here's the strike prices here Most people would go to you know, this the 140 call option which costs six cents per contract Okay, you can see five bit it five cent bid at six cent offer That means you're gonna spend six dollars on one option contract It'll cost you six dollars to control 100 shares of Disney now You have until here's the we're looking at the July options that expire in July 21st 2023. So between now and July 21st 90 days in the head In the future you think that Disney is gonna move from 100 to up to a hundred and forty dollars per share If you hold on to the option until expiration Which most people do because they want to hold on to something they paid for it for three months You might as well hold on to it for three months and that's another mistake that we're gonna talk about a little bit later on So between now and July 21st you think Disney's gonna get up and over a hundred and forty dollars this year That's a $40 move that Disney has to make in the next 90 days And it only cost you six dollars to make that trade now If you hold this option to expiration The only way that you'll make money is if Disney moves from 100 to above 140 in the next 90 days Basically what you're doing is you're speculating you think that you know better than the market and you think you know That Disney's gonna make a $40 move in the next 90 days How do you know that why are you buying something with such a small chance of happening? You know, it's like being at the casino when you're just rolling the dice. You're not making a really informed decision let's let's go to our probability calculator and and talk about The what are the chances of Disney moving that far? So this is the probability calculator that we use and it's a tool that helps us understand What are the chances of a stock moving from point A to point B in the time a lot in time allotted? So we're gonna choose a hundred dollars We're gonna go 90 days in the future and the future volatility of Disney's roughly 30% So we want to know the chances of Disney going up to a hundred and forty dollars in the next 90 days We put in all the numbers here. We click go So you can look at these two boxes bottom right bottom left the bottom left here says there's a 98.8% chance That Disney is going to finish below 140 Conversely you have a 1.19% chance of Disney moving above a 140 you want to take a trade that only has a 1% chance of Profit-ing for you. I know the option only costs six dollars But you do that trade over and over again you bet six dollars here six dollars there You buy a lot of six dollar coefficients You're never gonna make a profit on them because the stock's never gonna move that far now if we go back to our our Option chain here. So what strike should you be concentrating on? You know, which strike would be better for you now? There's only one option buying strategy that I recommend and that's buying deep in the money call options But in this case, we're gonna talk about you want to buy the the option that is Currently at the money meaning the strike price is close to the current price of the stock So Disney's at you know close to a hundred dollars a share You want to concentrate on the 100 strike call option. That's called at the money Now you can choose any strike you want and the delta column here Tells you what are the chance of that option or how much that option contract is going to move when the stock moves? And what it's basically telling you what are your chances of that stock or that option being in the money at expiration? So the at the money's usually have about a 50 Delta This one's got a 55 Delta and it's cost about six dollars per contract 595 bid 610 offer went out yesterday April 21st 2023 so let's just say you can buy that option for six dollars That would be six hundred dollars. It would cost you with the option multiplier It's six hundred dollars versus the six dollars that you want to pay for the 140 So you want to pay six hundred or do you want to pay six dollars now? The chance of Disney moving from its current price of a hundred Above 100 here is a lot better now You always want to understand what your break-even price is when you buy an option So you take the strike price you add the six dollars to it. So that's a hundred and six dollars Disney has to move from 100 to above 106 in the next 90 days in order for you just to break even It's a much better chance than Disney happen to go all the way up to 140 in the next 90 days so we can go back to the option calculator here the probability calculator and let's put in Change the numbers here a hundred and six. Let's see what our probabilities are a hundred and six And we want to know what are the chances of Disney moving that far in the next 90 days now If there's a 65% chance that Disney will stay below 106 Conversely, there's about a 35% chance that Disney will get above a hundred and six So you got a much better probability now You're looking at 35% chance of Disney moving above a hundred and six versus your 1% chance of it moving above a hundred and 40 So by picking a different strike price that has a higher probability of letting the stock move that far You're gonna have a better chance of making a profit. Sure. It's gonna cost you six hundred dollars versus six dollars I know that's five hundred and forty five hundred and Five hundred and ninety four dollars more expensive But you know when you buy those cheapy options cheapy options, you get what you pay for Okay, what you're by paying more money You're increasing your probability that the stock can make that move in the time allotted sure It's gonna cost you more, but you're gonna make profits more often. All right So number two is picking the correct strike price number one was going with the trend Let's go back to our cheat sheet here and talk about You know what what the next what the next thing is on the list. Okay, so number three buying too little time Most people think they know where the stock's gonna go very quickly. They have a hunch Hey, I think in the next two weeks.  It's very important to understand that you have to give yourself more time to be right You know how crazy the stock market is you know how it moves up and down it doesn't go up in a straight line for long It has ups and downs. So how do you know Disney is gonna move that far in the time allotted? Do yourself a favor go out further in time and give yourself More of a chance to be right because Disney could flat line for a little it could go down for a little before It starts to make that next move now. We look at Pepsi. Let's go back to the chart and look at Pepsi for a second. Okay Where's my chart of Pepsi here? Here's the chart of Pepsi now you can see Pepsi is going up But then it has these dips right before it starts to move up again And it has another dip before it starts to move up again So if you're buying Disney here if you're buying call options here that expire in two weeks or a month You're gonna lose because Disney's on the downtrend. I mean Pepsi's on the downtrend right here So but if you bought an option that had three months to expiration you'd be able to You know you'd be able to weather that this move downwards out and then it would have a nice reversal back up So your your call option would lose money here, but then it would regain value here And it would fall again here and regain value here So you want to give yourself more time to be right go out three to six months in time instead of two weeks The market's not gonna cooperate with you in that short period of time unless you have some kind of you know Illegal inside information for most of us. We're gonna be wrong more than we're right So give yourself more time for the stock to keep moving up now Remember if you choose a stock that's in an uptrend more likely it's gonna stay in that uptrend Within these, you know down moves. So give yourself more time. Let's go back to the option chain here So the the 90 days is okay. Maybe that's enough time if you were looking at something like the You know the the May 19th that's expires in 27 days Or let's go to the the May 5th options expires at 13 days You think I know I know this stocks gonna move in the next 13 days and you end up buying You know a cheap option that costs five dollars and the stock doesn't move and Then if you you know move forward if you had the foresight to see forward Say, oh if I had given myself three months in this option contract I would have made money because the stock actually made the move that I needed But it took three months for it to make that move. So give yourself more time If we're looking at Disney here again, and let's see. Let's go to the the 100 calls Now the 100 calls for this May Is a hundred eighty hundred eighty dollars, it'll cost you so hundred eighty dollars and You don't know if this is gonna go up in the next two weeks So you're really taking a gamble here But if you go back to the July's those 100 calls like I said cost six hundred dollars So the more time you give the more the options going to cost So you have to once again weigh out how much time do I want to give versus how much money am I willing to spend? The longer the expiration the more money you'll have to pay But in the long run this if you're sure that the stocks in an uptrend and it's gonna keep going in that uptrend Give yourself more time to be right. Yes, the option will cost more But more likely than not it's gonna perform for you in the longer run So give yourself more time. Alright, so let's go back to the cheat sheet here Let's look at the last the last one here number four Not taking profits along the way I see this time and time again with you know new option traders. They come to me We do our coaching sessions. They say you know what I was you know, the stock made the right move I was I was lucky enough to catch it right when it was going higher and my call options had all this profits built up then all of a sudden the stock starts to go down and my call option profits start to slip away and I end up having an option that expires worthless even though I had all this profit built up So, you know the way to rectify that is if you have profits built up Man, you got to take those profits when they when they're there for you You know when you trade option contracts, you don't have to hold it all the way to expiration You can get out of that option anytime you want you buy it today You have profits you can sell it tomorrow even though the expiration dates three months in the future You don't have to hold an option expiration The rule here is that if you have a call option that you've bought and you've already got 50% profits built up or even a hundred percent profits built up You got to take the money and run because you never know when the market's gonna give that take that money away from you All right, so if you're trading, you know two contracts and you've made a hundred percent on those two contracts sell at least one of them Okay, that'll take all your investment out of the trade and now you're just playing with the house's money And if the and if it keeps going up then you got that one other call option left that could have unlimited profit potential But if it if it wraps out on you and that second option expires worth Worthless at least you've taken money off the table and you've taken back your initial investment So you'll be playing with the house's money, but just remember you got profits built up Don't think that they're gonna keep growing and go to unlimited take the money and run You know take some money off the table. I've seen it time and time again The market will go against you at some point and those call options will go down about so take the profits and run All right, so there you go. There's your four Mistakes that you're probably making if you're not having any success buying call options trade with the trend Choose a different neck choose a different strike price Give yourself an extra time longer expiration date and take some profits along the way There is your four right there. All right. I hope this is helpful. Let's go to our website real quick smart options seller calm and We want to take a look at you know, we're option sellers at smart options out calm We mostly focus on selling put options So if you want to be a put option seller and you want to learn a little bit more about it Go to our website smart options seller calm click on the put selling basics Basics link right here scroll down. You can read a little bit about it put in your name and email address down here at the bottom We'll send you an email with a link to download the free copy. All right, that's all for me today I hope this video has been helpful.  We always answer your emails and if you want to learn a little bit more about what we do here at the smart option So here's our services tab right here. We have two newsletters and our one-on-one coaching. All right, that's all for me today I hope everyone has a great weekend and a great Trading week ahead next week. I'll see you all back here next Saturday. This is Lee Low signing off


A very good evening aspirants. Welcome to Hindu newspaper analysis brought to you by Shankara's Academy for the date 23rd of August 2022. Displayed here are the list of articles that we are going to discuss today. Without any delay, let's get into the article discussion. See this article here. It is about the meeting of Andhra Pradesh Chief Minister and Prime Minister of India regarding the implementation of Andhra Pradesh Reorganization Act 2014. And the Polavaram project and the special category status. See Andhra Pradesh Chief Minister Mr. Jagan Mogan Reddy requested the Prime Minister of India to confer special category status which was promised to Andhra Pradesh at the time of bifurcation. And this is about the news article given here. In this context, let's discuss about the special category status from Prilim's point of view. See special category status is a classification given by centre to assist those states that face geographical and socio-economic disadvantages. See the constitution does not include any provision for categorization of any status, special category status state. But recognizing that some regions in the country were historically disadvantaged compared to others, special category status has been granted in the past by National Development Council. Now you may ask why am I using the word past here? This is because this special category status is no longer granted to any states. See the concept of special category status was first introduced in the year 1969. And it is based on the recommendation of Fifth Finance Commission. See it sought to provide certain disadvantaged states with preferential treatment. Here preferential treatment in the sense it will be in the form of central assistance, tax breaks, establishing special development boards, reservation in local garment jobs, educational institutions etc. And this classification was based on Gatgill formula. The parameters for classifying the states for the conferment of special category status includes hilly terrains, low population density or the presence of sizable tribal population, strategic international borders, economic and infrastructural backwardness and non-viable state finances. So these are the criteria based on which special category status was granted. You note that these states used to receive grants based on the Gatgill formula. And this formula allows for nearly 30% of the total central assistance to be transferred to the special category status states. And also the center pays 90% of the funds required in a centrally sponsored scheme to the special category states. We all know that center pays only 60% in case of normal category, right? But it pays 90% when it comes to special category states. So what happened all of a sudden? See it is according to the 14th Finance Commission. And as per the recommendation of the 14th Finance Commission, special category status is no longer granted to any states. Here there is an exception. The exception is the northeastern states and three hill states. And instead of the conferment of special category status, the Finance Commission suggested that the resource gap of each state should be filled through the tax devolution. Here tax devolution is nothing but sharing of the tax revenues with states. So the Finance Commission urged the center to increase the share of tax revenues to the states from 32% to 42% and that is why the Finance Commission suggested to cancel the special category status. And as per this, the special category status is not granted to any states. And this is about the news article given here. With these key learnt points, let us move on to the next article discussion. Next for our discussion, we are going to take this oped article. See the article conveys thought-provoking message on why parents should be a part of early childhood care and education. Shortly referred as ECC. See we are taking this news article because education, childhood care, they are very important when it comes to GS paper too. So in this discussion, we are going to see regarding the early childhood care and education for them. But before that, the syllabus relevant to the article is highlighted here for your reference. Please go through it. First of all, let us see about the integrated child development services. See ICD is it is one of the flagship programs of the government of India and it represents one of the world's largest and unique programs for early childhood care and development. See here, the term flagship is used because it indicates one of the most important or prioritized concern of the government. See government has several major national concerns. They include health, education, environment, irrigation, urban and rural development, employment and other sectors. And early childhood care and development is one of the major concerns of the government and that is why the term flagship is used here. As we all know, ICD is majorly deals with providing supplementary nutrition, immunization and preschool education to the children. It is an integrated package of services for the holistic development of the child and it was launched long back in the year 1975. And also remember, it is a centrally sponsored scheme and it is implemented by the state governments and union territories. See overall, the scheme is universal. It covers all the districts of the country and the scheme was renamed us Anganwadi services and today we call all the ICD centres as Anganwadi centres. Now with this basic information, let us see the objectives of the scheme. The first objective is to improve the nutritional and health status of children in the age group of zero to six years. Why? See, ICD is concerned with the early childhood care. So obviously, the age group will be between zero to six years. And to improve the nutritional and health status of children, Anganwadi centres focus on two aspects. What are those aspects? Firstly, they focus on laying the foundation for proper psychological, physical and social development of the child. And the second aspect is that they focus on reducing the incidents of mortality, morbidity, malnutrition and school dropout. This is the first objective. And the second and most important objective is to achieve an effective coordination of policy and implementation amongst the various departments to promote child development. And this is the second objective. And finally, the third objective is to enhance the capability of the mother to look after the normal health and nutritional needs of the child. They make this possible through proper nutrition and health education to the mother. So these are all the objectives of ICDs. Now coming to beneficiaries, the beneficiaries of the scheme include children in the age group of zero to six years, pregnant women and lactating mothers. See, pregnant women and lactating mothers are included as beneficiaries because they must be educated about the nutrition and health of a child, right? And that's why they are included as beneficiaries. And remember that ICD scheme offers a package of six services. They include supplementary nutrition, preschool, non-formal education, nutrition and health education, immunization, health checkup and referral services. See, among these six services, three of them namely immunization, health checkup and referral services, they are related to health and are provided through national health mission and public health infrastructure. Overall, the other services they are offered at Anganwadi centres through Anganwadi workers and Anganwadi helpers. They are functioning at grass root level. Some of the other information like the target groups and implementing agency are given here in this table. Just go through it. See here in this discussion, we are going to see about the service which is preschool non-formal education provided by Anganwadi centres. And that's what the article is about. And the article mentioned some of the issues with the ICDs that is Anganwadi centres. See, the article says that ICDs in itself do not create any issue, but the issue is with the beneficiaries of the scheme, especially the parents. See, the attitude of the parents towards the Anganwadi centres is creating concern. For example, even though data says that over 70% of children are enrolled in Anganwadi across India, they are plagued by low attendance. You understand what I'm saying, right? They enroll at the centres but they do not attend the classes. And what is the reason behind this? This is simply due to the fact that parents do not consider Anganwadi centres as centres of learning. So does this mean that parents do not want their child to get educated? See, the answer is no. Parents think that education leads to opportunities for a better life. And that is exactly why they enroll their children in primary school. And data also shows that enrollment rates for primary school as a whole in India have reached over 90%. Then what is the problem here? See, the parents think that their child's best pathway for social mobility through education is through learning English and mathematical skills. So they have disagreement with the curricula of early childhood care and education that is followed in Anganwadi centres. See, the curricula of early childhood care and education for various states focus mainly on local language and they promote play-based learning. And this is recommended by leading educators in India for this age group. See, these experts, they advocate play-based and activity-based learning that is free and guided by a skilled educator. They prescribe this because an ideal preschool should have skilled facilitators and they should ensure that children spend most of their time in free and guided play. Think about it, it's just preschool, right? They're not writing for civil services examination. See, the early childhood care and education focuses on exploration and manipulation of physical environment to develop early language. See, all these has to happen at early stages because the neuronal activity that is the activity that is happening in brain is more powerful at this age. And apart from this, attending the Anganwadi for the prescribed two hours a day also helps children to build critical skills. And how is this possible? Because they play with inexpensive, locally made, indestructible toys in a group setting and this will help them develop critical skills which will be useful for them later in their life. But due to the attitude of the parents, they consider all these as unnecessary and they send their children to a learning center. And what is happening in those learning centers? See, these learning centers, they are lower level extensions of primary school. It is not a preschool at all. Here, three-year-old, four-year-old and five-year-old children, they sit in neat rows, engaged in joyless, road-based learning and memorizing of letters and numbers at the expense of everything else. What are they missing here? They are missing their play time. They are missing exploration of new stuffs at this age. See, data says that over seven million children in India attend age inappropriate private preschools that focus on road learning from the earliest ages itself. Let me tell you what is road learning here. Road learning is nothing but the process of memorizing information based on repetition.  So, to conclude, Arthur mentions some of the suggestions in this article to overcome the issue. Firstly, Anganwadi centers can follow regular daily schedules. See, the schedule should have a balanced time that should be spent on both self-directed free play and teacher-led activities focused on developing cognitive literacy and numerical skills. And the second suggestion is that they can conduct regular siksha-chowpals that is parent-teacher meetings and this should be done to showcase the learning happening in the Anganwadi to the parent community and this will help increase the trust about the institution among the parents. Additionally, regular messages can be sent to the parents and this should be done to prepare the parents on the nature of engagement between the child and parent. See, this is important because parents should know what is happening in school and they should also know what the kid is learning at school. See, the adaptation of early childhood care and education curriculum to the parents' perspective is a temporary fix. But over the time, we can make a significant difference if all the stakeholders take efforts to improve the conditions of Anganwadi centers. So, in the early childhood care and education ecosystem, we need to embrace the power of participation of parents to activate Anganwadi 2.0 and that's all about this article discussion. In this discussion, we saw about ICDS, its objectives, beneficiaries and some of the issues mentioned in the article regarding ICDS and the suggestions given by the author. With these points in mind, let us move on to the next article discussion. The next article here, it talks about a new infection named tomato flu or tomato fever. See, it has been detected in India. It is detected mostly among children younger than five years of age. So, in this context, let us quickly go through some of the important facts like what is tomato flu, what are the causes of it, treatment and prevention. Firstly, know that tomato flu, the new outbreak in India is an uncommon viral disease. It is somewhat similar to hand food and mouth disease. See, the disease got its name because of the eruption of red-colored, painful blisters that expands to the size of tomatoes. Can you imagine this? See, this rare disease is caused by intestinal viruses and children aged between one to nine years are prone to tomato flu or tomato fever. This is because adults usually have stronger immunity power and metabolism to protect themselves. Now, with this basic information, let us move on to the symptoms of tomato flu. See, medical experts believe that the flu could be a development of chicken gunia or dengue fever in children. And as per the reports, the early symptoms of tomato flu is similar to any other viral infection. The symptoms may include sudden increase in body temperature, severe body ache or body pain, skin redness or rashes with constant itching, painful blisters, fatigue and dizziness. See, some other signs of tomato flu are painful sores in mouth, rashes in itching on hand, feet and buttocks. Another symptoms include joint swelling, nausea and dehydration. See, tomato flu is often mistaken with coronavirus because of similar signs. But, however, experts have cleared that the virus is not related to COVID virus. Now, coming to the golden question, is there any treatment for tomato flu? See, it is reported that tomato flu or tomato fever is a self-limiting disease. This means that it goes down on its own without any medications. Hence, there are no specific drugs available in the market to treat or cure the condition. Now, can we prevent tomato flu? See, the idea of taking preventive measures against tomato flu is to control its spread. Patients infected with the rare disease or advised to be kept in isolation. This is because it is easily communicable and spreads fast from one person to another. Proper sanitation and hygienic surroundings should be given importance. So, what can be done to prevent the spreading? Proper sanitation and hygienic surroundings should be given importance. Even though tomato flu is rarely fatal, medical attention is still needed. See, scratching the blisters and rashes should also be avoided because this will also aid the transmission of the virus. And most importantly, a balanced diet should be taken along with proper rest. And this should be done for speedy recovery. That's all for this article discussion. With these points in mind, let us move on to the next article discussion. See this article here. The article states that the Standing Committee on Finance has summoned top executives of Amazon, Twitter, Netflix, Google, Apple and Microsoft. They were summoned to enquire about the anti-competitive practices in the digital market. See, the committee also held deliberations with the Competition Commission of India and the Ministry of Corporate Affairs also. See, there are many complains about unfair business practices and the Competition Commission of India is probing them regarding the compliance. And this is all about the news article given here. Using this as an opportunity, we are going to discuss about Competition Commission of India in Prelims perspective. See, the Competition Commission of India was established in the year 2009 by Government of India under the Competition Act 2002. And therefore, it is a statutory body because it is established under an Act. See, it was established for the administration, implementation and enforcement of Competition Act. Now, what are the objectives of the Commission? The main objectives includes eliminating practices, having adverse effect on competition, promoting and sustaining competition, protecting the interest of consumers, ensuring freedom of trade in the markets of India and establishing a robust competitive environment. And this is about the objectives of Competition Commission of India. See, the Act which is the Competition Act 2002, it prohibits anti-competitive agreements and abuse of dominant position by enterprises which causes or likely to cause adverse effect on competition. So, based on this provision of Act only, the objectives of Competition Commission of India are listed. And apart from this, the Competition Commission of India also regulates mergers and acquisition of companies. The Commission is also required to give opinion on competition issues on a reference received from any statutory authority. And in this way, it functions as a quasi-judicial authority. And further, it undertakes competition advocacy, create public awareness and impart training on competition issues. So, these are about the functions and objectives of Competition Commission of India. Now, coming to the membership, see the Commission consists of a chairperson and six members and all of them are appointed by the central government. See, the chairperson and every other member should have special knowledge in the field of international trade, economics, business, commerce, law, finance, accountancy, management, industry, public affairs or competition law and policy. And the experience in these fields should not be less than 15 years or else the chairman and the members should be qualified to be appointed as a judge of high court. So, these are about the membership and the eligibility criteria for a person to be appointed as chairperson and member of Competition Commission of India. Here, note that the appeal against the order of Competition Commission of India lies before the national company law appellate tribunal. If a statement is asked in prelims like regarding competition issues, the final deciding authority is Competition Commission of India, then that statement is incorrect because the appeal lies before the national company law appellate tribunal. So, make note of it. With this, we have come to the end of this discussion. With these points in mind, let us move on to the next part of the discussion that is the practice prelims question discussion. Today we have three prelims questions. I'll solve two of them and one of them is a quiz question for you. Now, let us take this first question. Which of the following states have special category status? Arnachal Pradesh, Bigaar, Uttarakhand, Sikkim, Odisha. Select the correct answer from the code given below. See here, try to recollect our discussion. We saw in our discussion that special category status is no longer granted to any states, but there is some exception. What are those exceptions? Northeastern states and three hill states. So, now we'll see what are those northeastern states and three hill states. See, special category status was first accorded to Jammu Kashmir, Assam and Nagaland in the year 1969. And after that, eight more states have been included. They are Arnachal Pradesh, Himachal Pradesh, Manipur, Meghalaya, Mizzorum, Sikkim, Tripura, Uttarakhand. So, based on this information, we can easily say that the correct answer here is option A, 1, 3 and 4. 2 and 5, which is Bigaar and Odisha, do not have special category status. Now, moving on to the second question. Consider the following statements. Food and mouth disease is a serious and highly contagious animal disease that affects all cloven-hoofed animals including cattle, sheep, goats, camels, deer on pig. This statement is correct. See, in humans, the disease caused by coxaki virus A16 live in the human digestive tract and it causes the hand, food and mouth disease. So, the mouth and food disease, it is related to animals, particularly cattle, sheep, goats, camels, deer and pigs. See here, the word hand is not given because animals do not have hand. Also know that food, mouth disease is a disease caused by pecorna virus in cattle. As mentioned in the statement, it is highly contagious. It affects all the cloven-hoofed animals. Here, cloven-hoofed animals are those with divided hooves. It does not affect horses or zebras. Now, coming to the second statement. Tomato flu is caused by the same virus which causes the hand, food and mouth disease. This is also correct because both the disease are caused by the same virus but the only difference is that in tomato flu, the eruption of red-colored painful blisters later gets expanse to the size of tomatoes. But this do not happen in the case of hand, food and mouth disease. See here, both the statements 1 and 2 are correct. So, the correct answer here is option C, both 1 and 2. Now, coming to the final question. Consider the following statements with reference to Competition Commission of India. It is a constitutional body established under Article 279. The appeal against the Order of Competition Commission of India lies before the National Company Law Appellate Tribunal. Think about it for a minute and post your answer in the comment section. I have given a mains question here for your practice. So, interested aspirants, write it and post it in the comment section. And if you have any queries related to the articles that we discussed today, post that also in the comment section. And with this, we have come to the end. If you find the video useful, like, share and comment and do subscribe to Shankaray's Academy's YouTube channel for further updates. Thank you.


So, visit our sponsors, sign up for everything and enjoy our talk from Nevena. Thank you. I'm just going to record this. Sorry about that guys, I just promised I would screen record everything for the audio guys. Is that okay? Okay, we're good. Alright, so thank you very much for having me. And I would like to start my talk by telling you a little story. So, when I was a little girl, my dad used to tell me bedtime stories every single night. I would get really excited. I would run and put on my polka dot pajamas. I would grab my cat who are named Hermione after my favourite Harry Potter character. And I would quickly go to bed and I would snuggle under all my sheets and I would wait for the phone to ring. And it would ring every single now without a doubt. My dad would ring up and he'd be on the other end waiting to tell me a story. Now, the best part of these stories is that I could actually co-create them. I could be a part of them. So, my dad would say to me, pick anything you want, any object and let's do a story. So, I would pick things like a toothbrush, a sink and some soap and my dad would create this huge story how the toothbrush was jealous of the soap because it was closer to the sink and I got to know these characters. But what's really important is that I actually learn how to understand and how to empathise with toothbrushes, which obviously later on helped me understand people. And that's actually one of the most important skills that I use in my job today. I mean, I ended up studying a bunch of languages but the thing that I learnt when I was five years old is something that really helps me every single day to be better at my job and to understand people and connect with them. So, I want to share that with you. And I'm going to show you how you can actually get more clients, so increase your client acquisition and client retention by just adding a tiny bit of empathy in your marketing. So, before we do all of that, I want to talk about what is empathy. So, there are a lot of definitions but I've broken it down into three things that I think are understandable and digestible. So, it's a sense of self-awareness, being able to distinguish your own feelings. A lot of us are not so comfortable with that. So, it's really important that you get to tell yourself and understand what you are feeling. It's taking another person's perspective. So, being able to sort of put yourself in someone else's shoes and look at the world from their point of view. And, thirdly, it's being able to regulate one's own emotional response. So, I'm going to play a little game with you and I hope you guys, I know you've just eaten but I hope that you're going to be willing to participate. So, I want to show you how you can actually learn how to empathize because it's important to know that it's a skill that all of us have so every single person in this room can do it. It's like yoga, you just have to practice it. So, I'm going to ask you to practice it with me. One of the ways that you can do that is by imitating someone else's emotion. So, for five seconds, I am going to smile at you and I'm going to ask you all to smile really wide, smiles back at me. Is that, can we do that? Yes. Okay, right. You guys ready? Is everyone ready? All right. Ready? Smile. Can you see them? Amazing. Excellent. So, you did a really good job. How's everyone feeling? Do we feel a bit more positive? Yeah? Yeah? A little bit? Okay. So, this actually, first of all, suggested by an American literary critic, Edgar Poe, in 1845 and it was later on proven by two neuroscientists. One of them is French and his name is John Decity and Philip L. Jackson and they basically say that by imitating someone else's emotions, we can boost our empathy skills, right? So, we can connect to people. And this goes all the way back to the real explanation that empathy is something that we all need to survive. So, we all have it. It's hardwired in us and we just have to practice it. Now, we as people are generally social animals. What does that mean? That means that everything that we do, all of our thoughts and desires, we produce in response to someone else's reactions or we direct them towards someone else. So, that ties in perfectly. But, you can't go around smiling at people to get them to buy your product, right?  So, how do you take empathy and how do you put that in marketing? How do you connect to people without, you know, scaring them away? So, we're going to look at two ways. One of them is how do you add it to your copy so make it high converting copy. And the other way is how you do it through storytelling. Okay. So, let's have a look at high converting copy. Have a look at this part. Is it familiar? So, roses are red, violets are blue, donate to a teacher with the same name as you. This is a campaign that donors org, donors choose the org did for their Valentine's Day campaign and it was a really exciting and novel way to solicit more money to get teachers to have more money for their projects. And the way that it worked is that they were able to connect people with their names. I'm just going to show you what the response was. Jason Frank said, just received a dino's choose email to bring Mr. Frank's class well played, done and done. So, people literally just saw their name and thought, I have to do something about this. I have to give them money and because they're talking to me, they're not just talking to anyone out there, but they're actually, they're talking to me.  We share a name.  In fact, it's interesting because 60% of sales are actually lost to inertia. So when you're out there thinking and writing your copy, you're not actually competing with other competitors.  So they will receive your emails, text messages, Twitters, and they won't take action because they will look at it and think, nah, it's not for me. Oh, this is not relevant. And that's natural because we as humans, we need to feel relevant. We seek lots of signs of relevance and this is because we want to connect with each other, which brings us back to empathy. So simple tricks like this, when you stop being vague in all of your marketing and you start getting specific, really can bring in new clients and can increase your brand awareness. I want to show you a few more examples just so we can get down concrete so you know exactly what I'm talking about. So this is an email subject line. Saying goodbye is never easy to do so we thought would give you a chance to rethink things. I mean, it's a little bit long. Who here thinks that they would open this if they saw this?  Okay, not that many people. Okay, interesting. So I wouldn't either but look at what they said, what they do here. They say, they talk to me by their name, by my name, sorry, so they say, so I'm thinking, okay, this is relevant to me. You haven't been opening our emails in the past few months. And the last thing we want to do is come across clingy. So if you still want to stay connected, then just press, don't let me go below.  Otherwise, we'll take you off our list in free business days. No hard feelings. And the CTA, don't let me go. So what's interesting here that they are very specific and they are very personable. So they're saying, you know, we don't want to be clingy. That's something that we've all heard or our friends say, oh, my boyfriend is so clingy or my friend is so clingy. It's very personable. It's something that we use every single day and that's what's so interesting about it. They've taken something which we throw about in conversation from day to day and they've put it in an email asking us not to unsubscribe. With a very powerful CTA, don't let me go. So they could have put anything, unsubscribe me or keep you posted or yes or no, but they really went out there and put that other touch of emotion to get our response. Now, I have another example that actually my colleague, Heather, showed me last night and so I'm going to share it with you because it's excellent. And it's from Native Deodorant. It's an all-natural deodorant and when you order, they send you this. Heather, you rock. It was just another mundane day at the office when suddenly Jackie took a look at the computer and her eyes widened. We did it, she exclaimed. We got an order from Heather Dobson. Laura jumped out of her chair and ran to Jackie's desk. She didn't even read the entire email. She just saw Heather and started screaming in the light. Oh my God. Laura shouted, this is real. We have an order from Heather. The entire office erupted in applause, partying in the USA, bled from the speakers. Jackie's a huge Miley Cyrus fan as confetti rained down from the ceiling and champagne bottles were popped. The entire Native team is thrilled, your customer. Thank you so much for your support and for giving us a reason to cheer on another champion of health. As soon as we're done exchanging high fives, we'll send you tracking information so you can track your package. If you have any questions or concerns, please reach out to us. Now, I need an honest hands up. Who has seen a better copy than this? Anyone? Yes? There's not a lot of people because I think this is one of the most fantastic copies when you order a product. Why? Because let's break it down. So Heather, it's very specific, right? It's her and she rocks so we're praising her. We're telling her she's cool because she's ordered our product. But then it goes into this huge story about what happens, how they're so excited and there's confetti and they're popping champagne and they can't wait for her to use their product. So it's very personable. Now Heather's in the audience and I'm going to ask her, Heather, do you still use Native Yodrin, right? So what does this mean? They rock. This means that it works. It really does. It's taking that extra time and thinking in your head what is going to make my customer feel so special? Well, making them feel special is just showing them how excited we are that they're part of our team and the best way to do that is by telling a story. So getting specific, so just calling someone out by their name is so important. Getting emotional really brings in the results and being to the point. So a lot of people think that emotion and empathy means that you have to write essays about how the leaves are falling and the tear dropped down someone's, that's not it. I mean that's just, that's a great novel. But this can be very emotional by just being personable and you can do all of that in your copy and be to the point it doesn't have to be a long copy. So I said at the beginning that I would show you another way that you can add empathy. So we've talked about how you can do it in your copy, how you can adjust the little things, but I'm going to show you another and I think a very powerful way that you can empathize your customers and that's by introducing storytelling.  Does anyone here remember what my cat's name was? What was it? How many? Right.  You will go home six months or past and you will remember what my cat was called. And you know that's why stories are so great because they are memorable because you will remember them. You no longer think of me like this. You think of me as a chubby little girl with a cat in bed waiting for the phone to ring and because you can visualize what I used to do and how I felt. And there is a little bit of a science of storytelling because I want you to really believe it so I want to get into why it's so important because when we hear stories two things happen. Our brain releases two important hormones. One of them is cortisol and what this does it grabs our attention so it alerts us. We suddenly start paying attention because it's a story, it's something that we're interested in. But the other one that I really want to focus on is oxytocin. So yes there is such a thing as a hormone which actually increases your empathy and makes you emotional. And I'm not sure if any of you have heard of Paul Zach. He is a neuroscientist and he did a fantastic talk about oxytocin but he talks about different ways of releasing it and what the effect of it is on people. So he says that oxytocin is actually a trust molecule. What does this mean? So we get a surge of oxytocin and we feel more connected to people. We want to help them. We're more inclined to do good things. He in fact calls it the moral hormone which is really interesting because when you listen to a story you feel like you get to know the person and you then decide if you like them or you don't. So if you like someone you're more likely to help them and this is exactly why it's so important. Now Paul Zach also talks about different ways of releasing oxytocin. He says he's got a great nickname it's Doctor Love and he says that essentially you can hug people and by hugging someone 8 times a day they become a happier person so if you haven't hugged anyone today please do. But again it's very odd because you can't just smile at people and then go try to hug them and get them to buy a product. That would be very scary if you just sort of went up to people trying to hug them. So you've got to find a different way of getting that oxytocin flowing in someone's body and it's by storytelling. So I'm going to play you a little video which will show you exactly what it's like to tell a great story. At least in my opinion. It's a good example of a story so if you don't identify with it just listen to the storytelling. Where do you want to go? She never even got to finish that son. But her voice that question where do you want to go? Soul carrier is a manifestation of that. Everything that I designed is created to serve as a daily reminder to ignite people and do what they're meant to do. I don't know where to leave when someone asks you that question where do you want to go or if you will have to ask it of yourself. But when that day comes I hope that Soul Carrier can be a reminder to tune out the noise and to choose the path you were meant for. All right so what did you guys think? Did you think it was a good story? No? It was okay? It was okay? Did anyone identify with it? Yeah? Does anyone know where she was selling? Do we know? Handbags. Was it obvious? Was it clear straight away that she was selling handbags? No. But did she ever say what the handbags were made out of or how much they cost? Okay. Any women in the room would you buy that handbag? No? You would consider it? Okay. So this was a release video. So what does this mean? This was a video that talks about the origin of the story and they worked on the copy and it actually showed that after telling the actual story the conversion rate was increased by 36% which is really interesting. Why? Because she focuses on the feeling of the bag. She doesn't actually sell you the bag. She doesn't show it to you from all angles on very attractive models or how you can wear and what it goes with but she tells you why it's important to her. It's important to her because she's following her dream so she wants you to take the handbag and every time you have it and you look at it you say to yourself I'm not going to follow my dreams and I bought this handbag. So she's asking you to cancel out and take away all of the white noise and focus on what matters and what's really effective about it here is that she sells the handbag through her own story. Now it's important to remember it's not about the magnitude of the story so yes she has a tragic story but you don't need that for a story to be effective you need to be able to tell it to have the skills to tell the story. So it could be anything, it could be toothbrush and sink and a pair of soap it could be anything. I'm going to show you where you can find your story, whatever product you're selling, whatever thing that you want to sell including WordPress management which is what we do. So finding a story, one example is the one that we've just seen is the birth of the idea so the origin story what was it that propelled you to do it so for her it was this tragic event but it could be anything it could be the fact that you felt like it was the right thing to do that you wanted to and any type of birth story is very powerful if told well. Transformations so what is this it's before then comes your product then it's the after so it's a case study you know talk to your clients, find out how their lives are different how you've improved their lives and that's a fantastic story. Objections so this is a slightly difficult one because it's all the right all the reasons that people have said to you know we don't want to use your product you know go and talk to people they say to you know what we don't want to use your product because we don't like your customer service find that, change it and tell that story say why you've changed it how have you changed that no to a yes and it can be very effective and finally what makes you different there are so many products and it's all there it's very hard to find a blank space so you need to find what makes you different what makes you unique so when you find your story you need to be able to craft your story so how do you do that you focus on one moment or one person so it's very easy when you look at an origin story you think oh yeah there was ten of us and then one person came over with the idea and then we all sat in a pub and then this happened then this happened so focus on one thing it's that one moment that makes all the difference or that one person don't put too many people or moments in there set the scene so make sure that you're vivid make sure you use your language use the emotions take the opportunity to really describe what's happening how can you really portray that story bring it to light okay this is an obvious one because we've been talking about emotions and empathy so make sure you include them it's so easy to allude to a story to allude to something that's happening and it's so much more difficult to really put the emotions and tell it but make sure that you do because it will be that much more effective and finally offer a directive it's a CTA basically make sure your story has a direction that people take action so she ended her video if you guys remember with the words on the video and she was telling you every time you buy your bag and every time you look at it I want you to remember follow your dreams so she's giving you a directive but she's telling you to follow your dreams so make sure you do the same thing and finally this might be very obvious but a lot of people forget to do this tell your story there are so many different ways that you can tell a story and they're so beautiful so you can do a video again we've just seen this example you can do it on your website don't just put this company was founded this and this year and this is who works here tell that story who are the people behind the company and why should customers come to you testimonials they're great talk to your clients get them to give you a quote what they think is the best thing about your company include case studies they're brilliant way of showing your product in a real life example social media blogs, emails tweets, instagram any of those and I know that a lot of you are probably thinking social media is so overwhelming and I don't want to tweet all the time but you can tell great stories and finally presentations presentations are a great way because you are right there in front of the people and you can really change someone's mind if you're passionate about what you're doing if you're passionate about your product about who you are you can stand there people take presentations for granted because there's so much material online you can watch linda courses and youtube videos but they're so powerful because you're right here people can ask you questions they can really understand you so take every opportunity you have to go and present word camps are a great way of doing that especially because you get such a great supportive community to make sure that you take advantage of that so what I do is I really want to conclude by saying that in essence it's important to make sure that you understand people and one of the companies that have done such a good job at it is Airbnb who here has ever used Airbnb can you put your hands up who here has seen Airbnb in stories alright so not a lot of people but it's a new thing that they're trying you know years time you guys are going to be all reading these Airbnb stories why? because they transform travel no longer are you just going to stay at someone's apartment or you're staying in that city you're living that story right you get to meet Michael who actually that's a great one I mean if you're going to pick one read that one he talks about his experience as a marathon runner and you get to meet all these people and it's no longer I'm just going to Berlin or I'm just flying to Florida but you're going there and you're living you're connecting you're living with someone else and experiencing what their life is in that city and so that's what's so important about it it can transform your opinion so just to summarize because I know I have given you a lot of information but I've tried to give you as many concrete examples so that you can really see the power of empathy in essence one of the most important things that we are all born with empathy and that we all need to survive we have completely forgotten in marketing right technology has come and we have all gotten onto the technology wagon and we are sending tweets and using lots of cool new stuff that's helping us be more efficient and more effective but what it has done it's cut down all of our interaction time with people and so if you bring it back a little bit so you take a step back from all of that white noise a soul carrier calls it and you focus on what it's important why you need to talk to people why you need to connect with them I promise you you can do that very simply by re-evaluating your copy and telling the story and you will see an increase in customer acquisition and customer retention and if any of you want to try it you can always think about a toothbrush and a sink and soap and how they create one happy family very much is that any questions or do I thank you so much welcome does anyone have any questions you can is this modern modern that people are starting to call post-truth era there is a kind of a risk that some of the world's second fee that can come from these sorts of things that can be seen a little bit similarly and what do you think is going to do for the future for this sort of approach well I think you've made a really good point I think it's really it can easily get very cynical especially when you call out things like just putting someone's name because that is that you code that so you can do that so that people recognize what your name is and they just put the name down so what I mentioned earlier being specific but I think that you need to look at it a little bit more behind that and that's why I encourage people so much to focus on the actual story and to focus on the emotions because everyone who's started a company or works for a company what makes them good is because they really believe in it and they believe in the product and that is actually the most powerful thing that any company has essentially it's its people it's the story behind it and then everything else comes because the people make the product they do the customer service so I think there is definitely a little bit of a chance of that happening and I really hope I'm going to do my best to make sure that that doesn't happen and that we can really take it back a little bit go back to the 16th century and really just tell those stories with a candle and reading a book so I hope that I hope that answers your question as well yeah anyone else this is kind of related to that we're kind of losing this sort of professional register of speech you know what I mean this sort of this passionate means of communicating sort of business that's kind of just slowly receding now into the past and I wonder if that's if you can endorse that Paul is a good thing because I find it exhausting the fact that I've got you know 100 emails in my inbox each one of them is trying to make me feel something I mean wrench from ah joy at this ah despair at that and ah it's just so tiring and is this something we need to use in moderation absolutely yes totally absolutely it is exhausting because the lines are now getting so blurred right like you said before it was very you know business was very professional very business like and then you know you would talk differently when you were at work and when you were at home so I get that entirely and it can get too much and people do go overboard but I still think that we get way many email way more emails that are just like sign up do this do that and just go into my spam that I don't even look at I you know I still think I would pay more attention to something which little bit sparked my interest I think the problem there is as well that a lot of us get a lot of irrelevant emails that we don't want to listen to if somebody emailed me something about planting a new flower pot I mean I'm terrible I'm terrible every single plant I have dies I only have cacti so that wouldn't interest me so that's something that I would hope that would they could sell cactuses dancing for me and how I would be a better person if I had a cactus and it just it wouldn't interest me so I think it's important to also be relevant which is one of the difficulties I guess in marketing so stay tuned I will tell you what I do with that and there is a question here Hi I was just wondering whether you have different approach for men and women because I can see how some things are women to me seem kind of a little bit more empathic men aren't so do you have any different approach or do you Yes definitely I was we were talking about this recently and it's don't so when you said my colleague is laughing because he's very touchy-feely no but that's a really good point and you're right there is definitely a different approach I think it's important to remember that you're not your user and this is something that we were talked about again recently and you need to identify who your users are I mean a lot of the users so I write for Managed WP and a lot of the users are developers who are male and I write for them so I'm not a developer I'm not a guy and so you just have to identify so what I do is I get to interview a lot of them I chat to them I go to these events and I talk to them I think okay let's see what clicks what are they interested in what's really fascinating to them and then I try that's the whole idea of being able to take someone else's perspective putting yourself in somebody else's shoes but I think that every good marketer needs to be able to do that it's a very good point thank you any other questions yeah and I just wanted to say that sometimes with the fresh eyes you tell a story really differently than a developer themselves might be able to tell it have you noticed that when you approach a story that the way that you draft it and frame it is somewhat different than how people may tell their own story yeah definitely I think it's important to take both angles so sometimes it's really good when the person himself or herself tells the story because they've got that personal touch but other times it's important to be able to tell it from someone else's perspective because there are lots of eyes right so everyone sees things differently and maybe you'll be able to relate to someone else but I think both are really important to incorporate in your marketing do you feel sometimes that when empathy is invoked coming back to the question over there that there's somewhat of a feeling of deception like oh I thought you were telling me a personal story and now I see that you're trying to sell me something is there a how do you avoid that in storytelling well I think you do have to remember that when you do do like emails and blogs they can't be for every single person specifically so I think the native deodorant did a really good job because they told this cool story and everyone gets excited in the office but then at the end it's like we are tracking so it breaks there's a paragraph which breaks and says but remember we're going to track all your progress we've high-fived and we're going to track your product and then we're going to send it to you so there has to be a break you need to take it back to reality I mean a story is a great story but then you have to remember that it is for everyone it's not it's not for person based I mean it's the same thing with novels I mean we'll read them and we visualize them differently so each person will interpret it in their own way which makes it so special so yeah I think that makes sense any other questions I just have one more comment sometimes or a question for myself do people often feel reluctant to share of themselves for example with the soul carrier this was a very personal story do people often feel like wait a second I don't want people to maybe know so much about me personally and how do they work around that so the video that I showed isn't actually the one which is the one on YouTube because this is the original that we worked on so because the first time the video was told exactly what you said it was a little bit different it wasn't so personal but I think it's important to explain to people that especially in this case that it is you that's created it so you were the best thing about that product and so you do it's difficult to open up but once you sort of break that first take that first step or break the ice whatever you like then it becomes much easier to tell your story but it is a challenge and I think it's very difficult to encourage people but if you get someone who's very passionate about it you're more likely to tell them your story in I hope yeah any other questions or comments okay you guys are really making me sweat I like it I was just wondering what you thought about other people's stories you know you spoke about Airbnb but Airbnb stories in my mind come to those ones people have really bad experiences and it being on the news and the PR side of things okay that's a really good point so I don't know if any of you keep up with Airbnb they did a whole new campaign about diversify is that sort of have you seen that one because apparently a lot of a lot of hosts there was some discrimination and so they did they have great PR and they did a great campaign talking about how they're trying to diversify I actually think this is the first thing Airbnb has done which is great because it's coming from the people because they are the ones writing the stories it's not actually anyone behind Airbnb but there is a lot of stuff where people try and cover stories and try and shape things differently I mean that's always going to happen people are always going to do that you can't avoid that you just hope that you're not one of those people and that you're doing the right thing and you're telling your story the right way so to speak any other questions last question as I'm told so if anyone has last questions this is your final chance and I I do I just wanted you to elaborate on that focus on a moment because I think that I've seen a lot of people or companies try to tell stories that were a bit too diffused and you didn't know where it was going so could you elaborate on that focus on a moment so just to keep this short but basically so I started languages and literature I know a bit of a bookworm I guess so the key to having a very good story is people try and tell everything you can't tell everything in detail without it being thousands of pages with some very famous people very great writers have done but there's a very small amount of those people who can pull it off so my advice to people who do if you're attempting to write a story is just focus on one thing and you can play around with it you can take a banana and try and describe a banana and the first time you've tried a banana and anything really simple things try and tell it and you'll get better at it and then you will learn how to focus on a banana and the first taste of it for example and you'll get better at it, it's just practice I did say empathy is a bit like yoga you do have to practice it for it to become to come better at it thank you so much I think we all learned a lot


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