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Robert Plank: Marketer of the
Day episode 703, speak to your

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emotions to make a social
connection, empathy,

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understanding and curiosity with
Laura long,

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Laura Long: Robert, I'm happy to
talk with you and the marketers

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of the day podcast listeners
want to talk about optimizing

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your marketing practice using
the wisdom of your heart. So

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Robert, have you ever noticed
how more we're seeing and

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hearing about backstories before
we even get the message or the

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product or the marketing pitch?
So there seems to be this

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noticeable shift in marketing
with a heart connection wrapped

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up in the message. It's almost
like it's a requirement these

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days, some of the most really
successful observers of this

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type of marketing happens in TV
shows the voice or Dancing with

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the Stars. So even if that's not
like your thing to watch that

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for entertainment value, there's
a good case study, and they're

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really good examples of how to
use a format to engage an

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audience. So it's like before
the contents even gets on the

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stage, there's a story of the
journey that these people have

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gone through to get there, and
their backstory about their

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humanness. Right away, we're
starting to buy in before we

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even see the product, so to
speak, because these performers,

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the product is their
performance. It's through that

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heart felt stories that were
pulled in and we begin to

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connect to those performers. You
know, that's what they're

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selling. At a deeper level, we
want to feel something before we

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engage, before we buy into the
presentation. I'm not an expert

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at marketing. I'll let you know
that right right away, but I am

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a professional whose business it
is to notice how people are

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engaging and relating and
working through their emotions.

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Keyword their emotions. So if we
look closely and we start to

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notice, most of the time we're
having an emotional reaction

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before we take action. As
marketers, we're wanting to tap

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into that. One of the biggest
turn offs that we're against

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this wanting to create this
heart connection is when the

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seller tries to rush the
experience we usually run away

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from that we want to feel and we
want to get to know things

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first. Another turn off is when
a business talks more about how

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they do what they do, versus
talking about the wants and the

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needs of their prospective
audience. If we don't see a way

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to relate, we jump out pretty
quick. I know, I sure do think

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about it. If it's just this cold
material facts, all about the

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process, nothing about the gain,
then there's not much to keep

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our interest. There's somebody
who talks about this really

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well. Is he's a teacher, a
coach, widely successful to high

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achievers. His name's Rich
Litvin, and he has a way of

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describing he says most people
don't want to know how you do

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it. They don't want to know how
you do what you do. They want to

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know why you do what you do.
Because they're asking

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themselves, having their own
filtering system just a couple

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of really super simple
questions. One, they want to

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know, does this person, does
this company dare? Do they

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understand the needs of me. Can
they help me? Do they understand

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my needs and can they help me?
That is what they're interested

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in looking at to go further with
you in this process of

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representing your product, your
service. So our customers, they

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want to know their basic needs
are being met first before they

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go any further with us, if we
lead them with our

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qualifications and all about the
how of what we do, we've not

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missed their first primal needs.
You got to meet their first

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primal needs so that, because
there's so much information out

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there, you know it's coming out
as 24/7 and all that information

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can just roll right off of us
and sound like a bunch of blah,

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blah, blah. Our people are
craving a relatable way to make

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the message stick, a big, juicy,
sticky, relatable part of us is

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our heart. Yep, that little
thing right there in the middle

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of us. That's what we're using
all the time. It's not just a

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pump that pumps our blood. It
helps us interpret the

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connections we want to make.
It's a big part of our filtering

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system, and we're filtering like
crazy through this information

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age. So the heart is the keeper
of our emotions. We don't think

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about things that way. We're
just not trained to think about

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things that way. So I'm
introducing this idea to you,

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and you've all felt when there's
been a heart connection and you

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want to move forward, because
you feel like somebody gets you,

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and you feel like they can help
you, or there's some engagement

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in some way that connects our
humanity, because our emotions,

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they're really running the show
behind the scenes, and they're

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ultimately influencing our
choices. The heart filters our

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emotions. So catching that
connection is the mastery here

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that can really benefit and take
advantage of, you know,

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authentically relating to
people. So we're getting pretty

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good now the outside world and
us too. We're getting pretty

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good at sensing when somebody's
not real and when they're not

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really care about us as humans
when they're not being real, and

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we can spot that fake stuff and
ultimately a turn off, because

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we're craving that relate. Stuff
that comes from the heart. Even

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the tough guys, their emotions
might be different, but anger,

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greed, hunger, hunger for power,
riches, sex, those are still

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emotions. So no matter what
one's persona, tough or not,

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we're all filtering through the
heart to get what we want, to

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make us feel the way we want,
this connection to what we want

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and what's important to us, the
heart helps us filter that. You

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might call it subconscious, but
it's actually the physical

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neurological aspects of the
heart. And the heart does have

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neurological aspects that
communicate with the brain.

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We're using that constantly, and
we're not even aware of it, so

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we might as well utilize it.
It's a type of funneling that

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goes on and it's quick, and it's
in seconds, and we decide how to

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invest our time on our
engagement and our money. If we

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were to put a voice to that
filter, it might say something

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like, give me a connection. Give
me a social or humanly relatable

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connection. Or I'm going to
leave speak to my emotions. When

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we find a way to relate, we're
in if not, we lose interest

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pretty quick. We're hardwired to
call up the heart to quickly

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sort information so it's a part
of our physiology. It saves it

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saves our mental energy, and it
gets straight to the heart of

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the matter. Yes, pun intended.
There we're making choices

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through our emotions, and the
heart is the filter of our

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emotions. Then it's smart
marketing to create a

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sustainable, authentic
connection to our clients

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through the heart. The thing is,
is your people are not going to

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tell you flat out, I need you to
make me feel like this. They're

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going to show you by their level
of engagement. The question

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becomes, what's most important
to the people you want to engage

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with? And do you know the answer
to that question? Can you answer

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the question, what's most
important to the people you want

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to engage with? Do you know how
your people want to feel that's

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not the easiest question to
answer. If you're asking just

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from your head, the connection
you want to create for your

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clients won't come solely from
your head. There's not enough of

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a connection just from the
brainy stuff that doesn't have

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the sticky, juicy stuff that the
heart is looking to filter

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through. So in turn, the
ultimate question's worth asking

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regularly, how do you want your
clients to feel? And the other

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side of the coin is, how do your
clients want to feel? You can

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start getting curious about
these questions, and there's

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some ideas that can get you
started. Very first thing that

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you can do is slow down. You
don't want to rush straight to

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the cell and remember, most of
the time, we want an experience

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before we purchase the big
package. So give them an

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experience. First, if you're
thinking about how you can bring

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a little bit more heart into
your offerings, that leaves you

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with another question, how do
you get in touch with your heart

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so that you can deliver the
offerings your clients are

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craving? This isn't the mushy,
gooey stuff. This is real

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filtering that people are doing,
because ultimately, we're a

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bunch of emotions. We've got to
figure out what those emotions

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are and be able to relate to
those emotions. So how can you

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build your heart connection so
that you can hear the answers to

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the questions? How do my clients
want to feel? Here's a couple

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ideas. If you don't have a
practice that connects you with

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the wisdom of your intelligent
heart, that part of you that

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creates all this, that part of
you that'll keep you connected

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to the needs of your people, the
one that opens the door to the

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human experience. Then let me
show you a couple of resources

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here. So one that's a more
science based approach with an

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organization that you can follow
called the Heart Math Institute.

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Heart Math Institute, it's an
easy Google search, and you'll

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find lots of information on
there. And the HeartMath

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Institute has a research method
of congruent communication,

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congruent communication with the
heart to the brain. That's what

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you want to cultivate. There
have been some really cool

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videos that show how this works
from the back end of things and

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some as well as some really
effective exercises that you can

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do that helps you communicate
with others as well as yourself

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at this higher level.
Ultimately, the deepest

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connections that you want to
make with your people starts

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with you. If you can access your
heart wisdom, you can resonate

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authentically with the people in
the way that they engage through

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the human experience. The human
experience is something we're

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all craving these days. We're
not. We think we're getting it,

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but not completely getting it
because of this Information Age.

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There's another thing that you
can do that will develop your

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heart connection, that congruent
heart to brain connection that

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helps you answer those deeper
questions for yourself, and that

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is simply breathing in and out
of your heart center. So the

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heart brain congruence comes in
through the breath, really super

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simple way you're building that
communication. And in addition,

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as you're breathing in and out
of your heart, ask some of the

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really super simple questions.
And as you're doing it, it that

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clarity. As you calm your
nervous system and you increase

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your congruence with your heart,
those questions start to come to

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a greater level of clarity for
you. So don't rush it. Let it

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come forward. Let it flow
through. It may not be in that

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sitting but you can simply ask
things like, what's next, and

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let it evolve throughout the
day. Let the answers come to

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you. So like, if you're working
on a project and you have some

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idea of where you're starting,
you could just simply ask the

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question, what's next? Don't
keep. It too complex. You want

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to keep it super simple. A lot
of people tell me they don't

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know how to meditate, that their
mind goes all over this place.

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And I say, of course it does. So
you can try giving it an

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assignment. So if you give your
mind the assignment, it'll do

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wonders, just to set up that
little bit of time to breathe

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in, in and out. So the breath is
like a root. It's so simple to

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start right there. It's the root
of our essence, our breath. You

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don't live very long without
your breath. That powerful. So

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these are the types of practices
that I teach my clients as we

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move through their coaching
programs. It's profound. It's

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very doable, it seems Wow. Inner
mastery in talking to my heart.

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Wow, wow. That's simple, really.
It's very, very simple to my

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clients, are people who've done
pretty well with themselves, yet

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they still feel like there's
something missing, and that

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missing part is often that
unique thing for them. What we

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do is we bridge that gap between
their inner and outer success,

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and that becomes the path of
exploration to what's that

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missing part for them? If you
want to explore how to bridge a

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gap in your life, your
relationships, your business

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really easy to start by just
getting curious about

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possibility, and that's what I
do with my clients. We keep it

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really simple, and one of the
best ways to start is have a

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complimentary conversation with
me so that you can begin to

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explore curiosity of what's
next. Is there something

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missing? And you can reach me
best through my website, at

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loralong dot pro I'm writing a
book that's due out next year.

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It talks about this powerful
heart and our experiences.

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Through it, it'll give you a lot
more opportunities to engage

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with the heart. So watch for
that, and I thank you very much

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for the wisdom of your
conversations today.

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Robert Plank: You day. Want to
listen to more fantastic

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00:11:45,700 --> 00:11:49,780
marketers of the day. Subscribe
to us at marketer of the

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00:11:49,780 --> 00:11:55,840
day.com/itunes and browse past
episodes at marketer of the

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day.com