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AS A SOLOPRENEUR and Business Owner, I've had to master many business roles. There are days when I just want to dig a hole and bury myself and quite bluntly, run away.

So if you've ever felt that way about creating and shooting Videos, scripting, performing in front of camera and delivering a powerful call-to-action...I understand.

And...I don't mean to get too down-hearted here, but maybe a dose of sharp reality is required here...

The problem is actually worse than you think

In fact, I'm willing to speculate that if you don't do anything about improving your Videos, or even start using them if you're not already, then the odds are very high that you will be no better off with your marketing results than you are now. Heck, you might even end up losing business!

Video Performance Coach, Richard Moore

You will be—realistically—no closer to creating and shooting the perfect Video.

You might feel closer. You might even think you're going to do it. But you won't be taking action any time soon.

Here’s why: whenever you think about your Videos, a critical part of your brain’s survival circuitry goes into lockdown mode. A neuroscientist Paul D. MacLean called this your “lizard brain”, a concept which is still popular because it keeps things simple. Also known as the limbic system—the “ancient” part of your brain that handles basic emotion and decision-making…

…and especially the fight-or-flight response. After all, this part of your brain has kept you safe all your life and it is well practiced!

This lock-down can happen when you least expect it, even when you turn to camera to deliver your message. Unless you are aware of it and can prepare for it, which is a conversation for futher down the page.

Right now, I’d put money on your lizard brain being in “flight” or “freeze” mode. It’s hard to even notice, because your lizard brain (I call him Joe-the-Croc) is part of your subconscious mind—so you can’t easily tell what he’s up to.

Try checking in with him and see if you get anything other than a fuzzy response! Hmm, not much there.

One way to overcome this and check up on Joe-the-Croc is to look for these symptoms:

Do you keep focusing on the long-term goal of “shooting your Video” or “learning to script your Video”—and never come up with short-term, specific steps to achieve it?

Maybe you decide to actually block out some time in your busy schedule to work on achieving this goal, and then you end up “thinking” about it and doing very little? Procrastinating until it all seems too difficult and complicated?

Or do you obsessively browse the web looking for more information, because you’re sure there’s just “one more thing” out there you can learn that will make all the difference? Buying course after course, workshop after workshop? Yeah... ouch!

These are all symptoms of Joe-the-Croc brain sabotaging you

Joe-the-Croc is actually a sophisticated filter designed to help us make quick decisions without getting overloaded with information —or killed. And he does a great job. But sometimes, he gets confused.

For example, when we take on a task that is a lot of work and effort, a task we worry we'll be able to complete, Joe-the-Croc tries to help out by interpreting these plans as dangerous to our survival. So to protect us, and to help us avoid expending precious energy, he quietly goes into either flight or freeze mode—the very last thing you want when considering Videos. What you really want is not to stop or run away from the project, but to fight it and do it!

We need our lizard brain to keep us safe. But we also have to be aware of his lazy, cowardly ways—and structure our approach so we don’t trigger the wrong reflex. Because unfortunately, even when you know what’s going on, Joe-the-Croc brain is such a powerful subconscious force that he will sabotage you anyway—while you watch, fully conscious of what he is doing.

The more you focus on the big, long-term goal…the more you read…the more overwhelmed you feel…then the more firmly your Joe-0the-Croc lizard brain goes into flight or freeze mode. Yup, that is the basis of procrastination. He never wants to attack and overcome that problem. And you lose out, big time! And so does your bank balance!

When your subconscious mind overrides your consicious mind to never let you actually achieve your goal, you don't stand a chance of taking the action that you know will benefit you long-term. It just ain't gonna happen!


BEFORE YOU EVEN HAVE A CHANCE at shooting a Video, you have to learn how, and you have to make a plan.

Unfortunately, there’s a huge problem today with learning and planning this process. Because nearly every source you can learn from—nearly every book, course, or product—suffers from the same basic problems:

  • Problem#1

    Lorem ipsum dolor sit amet, mel ut iudico vocibus senserit. Decore feugiat interesset id eum, laoreet blandit gloriatur at sit. Est modo maluisset referrentur ex, audiam deleniti postulant mel id, justo consul primis at his. Has ad modus elitr. Verterem temporibus duo ex. Has ne habemus suscipit. Ei equidem detraxit sapientem sea.

  • Problem#1

    Lorem ipsum dolor sit amet, mel ut iudico vocibus senserit. Decore feugiat interesset id eum, laoreet blandit gloriatur at sit. Est modo maluisset referrentur ex, audiam deleniti postulant mel id, justo consul primis at his. Has ad modus elitr. Verterem temporibus duo ex. Has ne habemus suscipit. Ei equidem detraxit sapientem sea.

  • Problem#1

    Lorem ipsum dolor sit amet, mel ut iudico vocibus senserit. Decore feugiat interesset id eum, laoreet blandit gloriatur at sit. Est modo maluisset referrentur ex, audiam deleniti postulant mel id, justo consul primis at his. Has ad modus elitr. Verterem temporibus duo ex. Has ne habemus suscipit. Ei equidem detraxit sapientem sea.

  • Problem#1

    Lorem ipsum dolor sit amet, mel ut iudico vocibus senserit. Decore feugiat interesset id eum, laoreet blandit gloriatur at sit. Est modo maluisset referrentur ex, audiam deleniti postulant mel id, justo consul primis at his. Has ad modus elitr. Verterem temporibus duo ex. Has ne habemus suscipit. Ei equidem detraxit sapientem sea.

  • Problem#1

    Lorem ipsum dolor sit amet, mel ut iudico vocibus senserit. Decore feugiat interesset id eum, laoreet blandit gloriatur at sit. Est modo maluisset referrentur ex, audiam deleniti postulant mel id, justo consul primis at his. Has ad modus elitr. Verterem temporibus duo ex. Has ne habemus suscipit. Ei equidem detraxit sapientem sea.


  • Most training material fails to teach you to develop your performance

    Simply put, the more you focus on the big, long-term goal…the more you read…the more overwhelmed you feel…then the more firmly your Joe-0the-Croc lizard brain goes into flight or freeze mode. He never wants to attack that problem. And you lose out, big time!

    Most training material fails to teach you to develop your performance

    Simply put, the more you focus on the big, long-term goal…the more you read…the more overwhelmed you feel…then the more firmly your Joe-0the-Croc lizard brain goes into flight or freeze mode. He never wants to attack that problem. And you lose out, big time!

    Most training material fails to teach you to develop your performance

    Simply put, the more you focus on the big, long-term goal…the more you read…the more overwhelmed you feel…then the more firmly your Joe-0the-Croc lizard brain goes into flight or freeze mode. He never wants to attack that problem. And you lose out, big time!

    Most training material fails to teach you to develop your performance

    Simply put, the more you focus on the big, long-term goal…the more you read…the more overwhelmed you feel…then the more firmly your Joe-0the-Croc lizard brain goes into flight or freeze mode. He never wants to attack that problem. And you lose out, big time!

    IN THE PROCESS OF DISCOVERING how much more effective it is to teach my customers to fish, rather than casting the net for them, I’ve learned a great deal about teaching itself. (I’ve also taught martial arts, archery and theology, to people ranging from teenagers to senior citizens, so I’ve had a broad range of experience.)

    In fact, want to know why I call this course learn copywriting backwards?

    It’s not just because it’s a nice figure of speech. I literally teach you by starting at the end of your copy and then working toward the beginning. For a long time, I would start with the headline and work forward. And for a long time, students struggled right out of the gate.

    Here’s how that plays out:

    A training program designed around 6 key ingredients of effective learning…


    Designed to teach you to develop your performance

    IN THE PROCESS OF DISCOVERING how much more effective it is to teach my customers to fish, rather than casting the net for them, I’ve learned a great deal about teaching itself. (I’ve also taught martial arts, archery and theology, to people ranging from teenagers to senior citizens, so I’ve had a broad range of experience.)

    Simply put, the more you focus on the big, long-term goal…the more you read…the more overwhelmed you feel…then the more firmly your Joe-0the-Croc lizard brain goes into flight or freeze mode. He never wants to attack that problem. And you lose out, big time!

    In fact, want to know why I call this course learn copywriting backwards?

    It’s not just because it’s a nice figure of speech. I literally teach you by starting at the end of your copy and then working toward the beginning. For a long time, I would start with the headline and work forward. And for a long time, students struggled right out of the gate.

    Here’s how that plays out:

    Designed to teach you to develop your performance

    IN THE PROCESS OF DISCOVERING how much more effective it is to teach my customers to fish, rather than casting the net for them, I’ve learned a great deal about teaching itself. (I’ve also taught martial arts, archery and theology, to people ranging from teenagers to senior citizens, so I’ve had a broad range of experience.)

    Simply put, the more you focus on the big, long-term goal…the more you read…the more overwhelmed you feel…then the more firmly your Joe-0the-Croc lizard brain goes into flight or freeze mode. He never wants to attack that problem. And you lose out, big time!

    In fact, want to know why I call this course learn copywriting backwards?

    It’s not just because it’s a nice figure of speech. I literally teach you by starting at the end of your copy and then working toward the beginning. For a long time, I would start with the headline and work forward. And for a long time, students struggled right out of the gate.

    Here’s how that plays out:

    Designed to teach you to develop your performance

    IN THE PROCESS OF DISCOVERING how much more effective it is to teach my customers to fish, rather than casting the net for them, I’ve learned a great deal about teaching itself. (I’ve also taught martial arts, archery and theology, to people ranging from teenagers to senior citizens, so I’ve had a broad range of experience.)

    Simply put, the more you focus on the big, long-term goal…the more you read…the more overwhelmed you feel…then the more firmly your Joe-0the-Croc lizard brain goes into flight or freeze mode. He never wants to attack that problem. And you lose out, big time!

    In fact, want to know why I call this course learn copywriting backwards?

    It’s not just because it’s a nice figure of speech. I literally teach you by starting at the end of your copy and then working toward the beginning. For a long time, I would start with the headline and work forward. And for a long time, students struggled right out of the gate.

    Here’s how that plays out:

    The key things you’ll learn in this programme


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