Adrian Moreno: 0:00

I can't even pay attention to the conversation because the only thing I hear in my head of damage are you got fat and just going around like of negative Lullaby and it was at that point where I just kind of involuntarily like you know, when you face something without thinking about it, it was like I thought it instead it simultaneously and so I just said I'm about to lose all of this weight just watch.

Philip Pape: 0:21

Welcome to the Wits& Weights podcast. I'm your host Philip pape, and this twice a week podcast is dedicated to helping you achieve physical self mastery by getting stronger. Optimizing your nutrition and upgrading your body composition will uncover science backed strategies for movement, metabolism, muscle and mindset with a skeptical eye on the fitness industry, so you can look and feel your absolute best. Let's dive right in. Welcome to another episode of Wits & Weights. Today we are weaving together some very interesting topics. From hypnotherapy, to online coaching, to the business of podcasts, and especially podcast guesting and how any or all of these things can help you accelerate what you do and who you reach. Even though this podcast is mostly about getting strong, and eating to fuel your performance, we need to spend some time on the wits side of Wits & Weights to develop our mindset, our emotional fitness, and the tools we can use to grow as individuals, entrepreneurs, business owners and leaders at the gym and in life. My guest today has taught me how to bring this shows important life changing message to an even wider audience by guesting on other podcasts. So we'll dive into that topic. If you own a business recently started one or thinking about it. Or even if you have a powerful story you want to share with the world. You want to listen all the way through because his approach is both unique and effective. And that's why I use it myself. Let me introduce my guest today. Adrian Moreno began his career in the health and fitness space, while also gaining unparalleled experience with hypnosis and NLP. That's Neuro Linguistic Programming. He established himself as a respected transformation specialist through the power of hypnotherapy, going against what his mentors taught. Adrian spent his marketing efforts pitching and getting booked on top podcasts and grew that hypnotherapy company to a quarter of a million dollars in only 12 months. Now he spends his time teaching other coaches, course creators and content creators how to do the same thing. If he isn't doing that you can find them writing, reading or watching the office. Adrian man after that long introduction, which is well deserved. It's a pleasure to have you on and your incredible energy on the show.

Adrian Moreno: 2:29

Yeah, man. Thanks a lot for having me. Definitely say that was actually a really good introduction. I don't know if you heard me, but I did a little something else. But I like that man.

Philip Pape: 2:39

I like it. Awesome. Yeah, ya know, the power story, man, it's good stuff. And, you know, speaking of that, like you've got a powerful story, again, what you'd like to call a power story that people need to hear and that shaped you into who you are today, right? So tell us how you ended up first in the health and fitness space, then hypnotherapy. And now, it sounds completely different, but I know you segwayed from it into helping coaches and traders grow. And then how all of that informs who you are today.

Adrian Moreno: 3:08

Yeah, you know, I actually thought it was different until the other day, I was writing an email and the headline and the email said when a hypnotist and a copywriter walk into a bar. And I'll like go into that a little bit. It'll all tie together. So in 2014, I'm not going to go year by year, but in 2014 I experienced a heartbreak. Now this was the high school heartbreak. So the kind of heartbreak where your whole world comes crumbling down. Or at least I thought my whole world came crumbling down. And because I thought my world was crumbling down. I felt like it was crumbling down. And I acted like it was crumbling down. So I went from 100 I went from you know, this happy go like if you knew me, from middle school to high school, like literally six to eighth grade, I got voted class clown every year, every single year. So like I was always this loud kid in terms of wanting to make people laugh all the time. Like that was my thing. I was always trying to make people laugh. And I was just this positive attitude kid. And all of a sudden when this breakup happened, I just found a really bitter and I became very bitter, very angry. I was studying to become a fireman at the time, Austin have this awesome Explorers program and you know, you can be in this. You can kind of train with firemen and kind of do what firemen do. Of course not going in and actually taking out fires but other high school students when you graduate, you're positioned pretty highly at a chance of getting into AFD right? And I was very set on becoming a fireman after the breakup I dropped that. I'm like all my ambitions dropped and you know, I started I lost my job started smoking weed started selling weed. And to make it all worse, I went from 145 to 243 pounds. So within four years I gained All this way. And they're you know, the reason I say that is because it's like, I wrote this again, and I'm always writing emails. I wrote this again in another email, but it's like, you know, sometimes you have to lose yourself to find your way. And whenever I was extremely overweight, it didn't bother me. You know, like, I just I knew I was overweight. My mom was commenting on it. And I you know, when your mom's gone, I'm a mama's boy. So when Mama started commenting on it, you're like, okay, like, mama don't lie. And, you know, it just didn't bother me at the time. And so here I was just literally day in and day out smoking weed all the time, eating the kitchen up every single day, and not really doing anything with my life. Because the income I I wasn't making enough income, it was just a seven week, you know, I didn't have a job, but that was like kind of my pink. And then one day, September 19 2017. It's like the day everything changed. On this day, I was, you know, I just got done rolling up a blunt. And you don't know what that is just a cigarillo full of marijuana. And so I got into the rolling double blind. I told my friend like, Hey, man, come over and come smoke with me. And so he was like, Sure he comes over. And as I'm sitting on the couch waiting for him to come over and I'm watching the office. I'm pretty sure I was. And then the doorbell rings. All right, cool. I know, it's my friend Gilbert, I get up to go to the door. But keep in mind, I don't have a shirt on. This is not to be sexy. This is very important part of the story. So I didn't have a shirt on. And so as I'm walking by the kitchen table, so the walk to my front door, picture, the front door, and then the kitchens all right here. So I got to kind of walk by my kitchen table. And my shirt was hanging on the kitchen chair. And this is a shirt I had on earlier, I just take it off and put it on the kitchen chair. So I thought I looked at the kitchen chair halls and I said should I put on my shirt or not. And I made a decision that changed my life. And that was not to put on the shirt. Because I didn't put on the shirt. I just walk straight to the door. Open the door giver looked at me up and down. Like you've never seen me before. We're best friends like we, at the time. We were best friends like we every single day. That was the homie you know, like he was always with each other. We're always with each other. And he looks at me like he's never seen him before. And just a damn age when you got fat. Five words changed my life to damage when you got fat. And the thing is, yeah, we hung out every day, but I don't think he saw me without a shirt for years. So I think when he saw me without a shirt for the first time, it was like, Adrian what in the world? And for some reason, I don't know what it is about what he said somebody asked me the other day on a podcast interview like what do you think it was about what he said that like, made you like, want to? I don't know, all I know was for the first time, I felt the pain of having let myself go. Like for the first time I felt the pain of like, Dude, you became a fucking slob excuse my language, but that's just how I felt. I was like, dude, like you became this slob that this is not who you are. And it was at that point where I told my friend Gilbert, I'm about to lose all of this weight. Just watch. And he didn't you know, he didn't believe me kind of laughed and was like, Yeah, sure here hit the blind. You know, like you didn't really? Any of you knew me at the time. You probably wouldn't believe me either.

Philip Pape: 8:27

Did you? Hold out? Did you did you react to this in the moment to him? Or is this all in hindsight? Oh,

Adrian Moreno: 8:32

no. Yeah. So whenever he said you know, Adrian, you got fat, like my immediate reaction was the out whatever, you know, like kind of just like, you and the homie loud, whatever, man. But inside I was like, ouch. Especially if

Philip Pape: 8:47

he's your homies telling you the truth. Right?

Adrian Moreno: 8:49

Right. Straight up truth. And the way he said it was like, Damn, he got fat. And it was such a slap in the face. That I got angry. And it wasn't I didn't get angry at him. I got angry at me. You know, I was like, Dude, what are you at a six pack in high school? Like, what is this? You know, cuz I had a six pack at a point in my life. I was like, What the hell happened to you? And so as we go to the backyard, and we're, you know, smoking, that's when I tell them because the whole time we're smoking. We're having a conversation. I can't even pay attention to the conversation. Because the only thing I hear in my head of damage or you got fat and just going around like of negative lullaby. And it was at that point where I just kind of involuntarily like you know, when you say something without thinking about it. It was like I thought it instead it simultaneously. And so I just said I'm about to lose all of this weight. Just watch. And I remember whenever I said that, in my mind, I was like, Oh, I guess I'm going on a weight loss journey to do it. I did it. Right like I didn't. I did because I know that Alright, now here's where like, am I going to follow through on my work, right? Because I didn't wake up that day wanting to lose weight. I woke up that day sad, depressed, out of shape. I get it, but I wasn't ready to change until something happened. And in fact, I woke up from the four year long summer. And whenever he said I, whatever I would, in my mind, I knew I was serious. He goes home, I go inside, I pull up, I pull up. So I still remember, for years prior, I was deep into bodybuilding. Like, I wasn't a bodybuilder, but I trained in AIT, like one, you know, so like, in high school, everybody knew me for like having the muscles and like, you know, that. And so all that knowledge was still there, like the internal like, knowledge of a bodybuilder was still there. And so what I ended up doing was I got a piece of paper, and I wrote out a six week long workout program within like, 10 minutes. I just wrote out the full program, and Alright, I'm gonna cycle through this thing every six weeks. And this is what I'm gonna do. It wasn't your traditional bro split, you know, Chen, triceps, leg shoulders, traditional shit, but it works. Right. And so I was I cool. I wasn't, I had a little bit of idea on the journey on nutrition. You know, like, I just remember, okay, eat my macros and stuff like that. But I wanted to refresh, like myself and what kind of meals I could eat. So I got on Google got on YouTube, started a YouTube and Google and all this meal plans. And then I ended up writing up my meal plan. And I went to HEB. That day, Bought the groceries came back, I threw out all the shit, the Doritos, the hot drive, the, you know, the freaking cup, I love cupcakes. I can go I started throwing everything out like, Yo, this is it, you know. And then nine months later, I lose 91 pounds. Within nine months, I lost 91 pounds from that point. Now, this is where I get into realizing I can do this for other people. Because in that time span, so at the time, I lived in my mom's house, and my mom's house was like the neighborhood, the Neighborhood House, like all the homies came in hungry, I was at our house, you know, and so like, growing up, there's always like, 10 of us take always at my house, either playing football, playing video games, whatever. And so when I started working out, all of my friends were hanging out with me, they got no choice but to work out. Because I'm like, Am I coming to my house, like you already know, I am going to be in the garage doing something. So like, you're not just going to hang around. So everybody was coming to my house and working out. The reason why everybody was coming to my house and working out was because in high school, I was training all the time, my garage was already decked out with weights. So it already had everything, like all the it'll just free. Wait, you're right, no machines, everything free weight, which I believe is the best, right? But I have all this stuff here. And so I had the equipment to start, like making these workouts up. And so I started creating, like the workout of the day with all of my friends. And then one day, one of my friends stops me as I'm explaining things and he goes Adrian, why don't you just get paid for this? And I was like, huh, I was like, oh shit. People pay people for this, right? I was like, oh my god, like, I think I got something. And then my friend was like, yeah, like personal training. Alright, so I went inside, and I Googled how to become a personal trainer, three months later without a certification because, you know, it bylaws like you really don't actually need like a license for it. So I was like, you know, what, I know what the heck I'm doing. So I made a post on Facebook, you know, $20 sessions, like, let's start training, like you want to come work out with him. And so that's what got me into the fitness space. And then I started, you know, training people out of my garage while I was training and my a certification at the same time. $20 session seeing like, 12 people a day, I was making nothing, but I wasn't sure I was very happy. Because I felt useful for the first time. I was like, Oh, snap, like people actually like me, like the people. People want me they depend on me. So I started feeling like this just usefulness as worthiness of like, okay, like, I'm worth something. And it was at that time where I was getting bombarded with all these ads, you know, hey, you're a personal trainer, you're broke, you know, you want to learn how to like, you know, make money online, make 10k a month, 10k a month, right. And so they got me, I ended up clicking on one of the ads ended up booking a call. And that's how I got introduced to the high ticket space. And within my first so once I so it took off do in about six months out of my garage, and then with about seven months, and I pivoted to going online, and then, you know, I learned everything from the mentor and how to grow your business, you know, all the, you know, the social media posts, the DMS, the adding people to every single day Facebook groups all of this. And I did pretty well, I couldn't do my first 18 months I did over $300,000. And I did very well. So this is where like the and I'm going on and on. So you have any questions at

Philip Pape: 14:38

all. But I actually do want to rewind real quick because I don't know if people appreciate this and now we're starting to move into the next. Exactly. I want to get to that. So I think what people need to appreciate is, here you are you've got a friend telling you this awful painful truth that was deep down inside. Right. And you mentioned you had to have to lose yourself first to find your way and maybe you had lost yourself For years, potentially, before you now got this spark, and then that same friend, was he among the friends who ended up working out with you?

Adrian Moreno: 15:46

Yeah, yeah. Okay. Yeah, no choice. He had no choice.

Philip Pape: 15:50

But not everybody would not everybody would take that path, like a lot of people would, maybe they would work on themselves, right. But the idea that you not only didn't have people that were preventing you from doing this, not only did you have people that supported you, you you push that outward, you push that, you know, that love and that desire and that energy out to everybody else. And that quality, I think, has led to, you know, led to eventually people saying, Yeah, you should coach people, and you'd be great with people and able to have these conversations. I mean, do you do you realize that yourself?

Adrian Moreno: 16:21

No, I now that I look back on it, you know, I can definitely see that. I guess I was so adamant around protecting my environment. Because at the time, you know, my I lived in my mom's like, my mom and my stepdad. My mom is not unhealthy. You know, like, she would think she like a regular size, you know, but they don't eat the best, you know, and so like, they weren't fans of like, taking out the bad stuff. They're like, well, we're gonna keep it in the house. And so like, I knew, like, my environment was already challenging me in some ways, because I'd still see the cookies. And I still see some things that were, you know, out of sight out of mind. It was in my mind inside. And so what I told myself was okay, if you are going to be my friend, then, like, you absolutely have to live this life. And like, you have to have your head on straight because I understand. You know, I started losing myself junior year after the breakup, because I met this one Stoner, and he wasn't yet I had nothing against marijuana smokers, right? Like, I might be very straight up. I still do it today. But he was deep into deep into selling other heavy hardcore drugs. I started hanging out with him, I started dabbling in some very stupid things. And this was around like, 1718 years old. That's when I realized, Oh, dude, like you are easily influential, easily influence when you're around these people. And so I just kind of had, I was so adamant on keeping my friends healthy, because I was like, I go home. And, you know, I still have these, like, these temptations. But that's the only place I want to imitations. I don't want to be hanging out with friends who don't give a crap about their health, you know, and I had such great relationships with them that, you know, they trusted me. And so them seeing what I was doing, they were naturally like, alright, well, you're not happier, like, why not have give this a shot? So

Philip Pape: 18:12

yeah, awesome. Yeah. So people who are listening, I'm sure there's a lot of people pleasers out there. I've had clients myself that are just, you know, how do I deal with a roommate who's got all this stuff that they bring into the house. And sometimes the strategy is just talk to them, like, talk to them, see if number one, they could at least do change their behavior to not sabotage what you're doing, but maybe do a Adrian's doing here and draw them in? You know, yeah.

Adrian Moreno: 18:34

Like I would, I would also, like, be very strong on your boundaries. Like, you know, like, if I like, I'm sorry, but like, if I was married to somebody, and I struggled to going on a weight loss journey, and they just refused to support me. I, like, hey, look, like you either support me or like, I'm out. You know, like, I don't care. Like, same even when it comes to like, my romantic relationship right now with the partner I'm with, like, with me and her. It's like, it's like, you know, there's, there's, like, you know, you're not going like She's ambitious, and she, you know, wants to grow a business and stuff like that, I'm gonna look, you can do that, by all means, I don't mind. I also also like the dynamic of, you know, the man being the breadwinner. And you know, and I like that dynamic. I don't care if you can start your business if you want. Or you cannot either way, it's cool. But the one thing you won't do is not be stagnant in your personal growth. Um, like, if you're not like, personally invested in being a better woman, and a better person. Like, there's no reason we should even keep texting another day. Because I'm very, I'm so intentional with who hangs out with me. I've cut friends off very, like, you know what i Hey, I'm just not going to talk to you anymore. Like, there's so many. Not all relationships are meant to be in your life forever. And I kind of laugh when people boast about like, yeah, all my high school friends are still super tight. Your life probably sucks. Like, I'm gonna be sharing like, there's a lot of people I don't hang out with today. Because of that change in my life. It did shape a lot of people away from my life, but like, how was that bad? To me? I'm like, to me, I'm like, okay, great. Now I have these weights off me, I can fly more. You're I

Philip Pape: 20:10

gotta have the same values. You got to share those Exactly.

Adrian Moreno: 20:12

Man likes, like, literally on my first date with my partner. Now I asked her what her political views were. Because I was like, I was like, Look, we are not

Philip Pape: 20:20

going in on the table, you know, get together, right?

Adrian Moreno: 20:23

I'm like, I'm not gonna like be with you for two years and then find out we have completely different political. I'm like, you know, so like, yeah, it's just a good way I like to live my life.

Philip Pape: 20:33

When we're getting into some deep stuff here, and I do it I it's like I have 20 Other questions. And this how the podcast goes is that we need to pull on the thread You know, you were you were talking about how then This eventually led to? Yeah, you clicked on the ad, you started getting into the whole world of coaching from a business perspective. And you had another turning point, right?

Adrian Moreno: 20:53

Yeah. So one thing about the business thing, too, was the mastermind I invested in was 10k. For three months. It wasn't until the fourth month that I made myself. So for three months, I went on 27 sales calls, all of them knows every single one of them. I know. And I know that because I have a piece of paper somewhere in my office. But it's a piece of paper that I tallied every single time I got to know I was like, Oh, damn it. All right, another note, another note, another note, another note. But the story that kept me going, and I think is very important here is that Three Feet From Gold story, and thinking Grow Rich, there's an uncle and a nephew, who go out they hear oh, it's the gold rush. There's a gold we can go strike gold. They buy these materials, they start digging, digging, digging, digging, digging, digging, digging, it get tired of it, they're like, man, we're not going anywhere. So they go, they junk the materials and they go about their life. It's otherwise man is walking by he sees the junk on the side. He sees the materials on the side. And he's like, Oh, my God, those are like, you can go dig but find gold with that stuff. He goes into buildings, or Hey, yo, can I grab this stuff? And like, can I take it? Yeah, go ahead, take it. Cool. So he takes it to start digging, and then he passes by a hole, still hole the other uncle was digging, you pass it by that hole. And he goes, Hey, you already did did a lot of the job. Let me just keep digging on this one. But then three feet. I think you hit the gold right there. And so in my mind, I said, Adrian, you are Three Feet From Gold. If you don't get taken another sales call. You're gonna let somebody else get that? Yes. And then on the 28th Sell? Yes, I gotta Yes. And that's what led me into like, leaving, oh, shit, I can do this. And then that my get up is what kind of took me to actually being successful with it. And during this time of me growing my fitness business, I was experiencing something funny. And you probably experienced this too. I charge it I charge a lot of money. It was $5,000 for three months of coaching. So very expensive. So I have somebody give me $5,000 and change their life. Somebody else give me $5,000. When is that a change in their life. They thought they have this, they come with this big fat book of excuses. And they tell me every single reason why they can't eat right? Every single reason why they can't go to the gym today, every single reason why I'm tired today. Like I get it, right, like I get it. But instead of getting angry, I get curious. And I'm like, Okay, why is this person making the decision to do what I asked them to do? And they said they want so badly? And why is this person over here saying they want something so badly? Now they know what to do, but they're still not doing it. And so I became invested in like obsessed with understanding why people knew what to do wanted to do it, but didn't do it. And so that just became like an obsession of mine. So I was like, alright, well, how do I kind of figure that out? So that Alright, well, I was like, into spirituality at the time, like I loved. You know, like, I was reading a lot of Wayne Dyer at the time, they're getting a lot of Joe Dispenza at the time. And so I was like, Okay, let me go like YouTube from shipped by Joe Dispenza. Because I think there's something here and Joe Dispenza is talking about, you know, if you want to change your behavior, you have to rewire your neural pathways. And so I'm sitting here like, That's it, because weight loss, like, if we're gonna look at at the most fundamental thing, weight loss is literally you being different. What I mean by that is weight loss is you being a different person and doing different things, and to lose the weight. And so I was like, Alright, that's it. If I can help somebody be somebody different, I can help them lose the weight before they even step inside the gym, they lose the person who gained the weight. Because the reason why I've never gained my weight back after five, six years now, is because I lost the person who gained that way. And so I was like, Look, if I can help because the word person comes from the word persona, the word persona means the false mask, which means you can take that thing off. So I think if I can help them take off this, don't fat shaming, but if I can help them take off the fat mask, right, this mask of like, I can't take care of my health, I can't do this. If I can help them take that off and put on I can do this. I'm a healthy person, a new way of seeing themselves, I can change your life. So I was like, Well, let me figure out how I can do that. So I started looking into cognitive behavior therapy. But the problem with that is, is on average, it's a 38% success rate, on average, 22 to 26 sessions. I was like, Whoa, I would not pay for something I would not pay for that. Like that seemed very ineffective. And secondly, I was like, you know, that success rate is like laughable to me to have Okay, there has to be something better than this. And I couldn't come across a frickin article that said better than therapy. 100% of the time. I was like, okay, good headline. Click the headline. It was a big article on staying caught hypnosis and you have a 93% success rate on average of three to five sessions. I was like, Okay, that is that's effective. And so I'm somebody who doesn't really believe things unless I actually experience it. And it's I question everything growing up if I didn't experience it. And so instead of just buying into hypnosis, let me experience it. I had a fear of public speaking Funny enough, I hired a hypnotist hypnotize me over the phone. It was It wasn't even Skype. Over the phone, hypnotized the shit out of me. I woke up, I just couldn't. I was the most confident person you could imagine. Like, my voice. I just started speaking a lot more I started getting speaking engagement. I started I hope I started a podcast four days after the hypnosis session, I started in like, everything just kind of came out like this confident. And it changed my life. And I was like, Holy shit, this works out like this is real. I'm like, This is not fake. I just thought was real. It seemed fake, but it's real. That's when I was I went deep into understanding how to be a hypnotist, trained in rapid transformational therapy, the Erickson technique, and I started training and all these different techniques, and I kind of created my own process. Then I started working with people. And that's basically how I got into hypnosis was from that people not getting the results. I wanted people not doing the things that they said they will do. And me just being curious instead of angry and curious enough to follow my curiosity. And then it led me into Alright, now this here's his thing, in my very first session was a test session, right? I was like, I hit up my fitness clients, and I was like, Yo, I'm gonna do an hypnosis now. I've been training in this stuff. And before I started charging for it, I want to get good at it. So I want to like start, like, having some guinea pig sessions. One of my clients was like, Adrian, you know, I've been struggling with alcohol man, like, he wasn't like an alcoholic, you know, like, he was a functioning, you know, he came home every day and had to drink at 12 You know, what, Tallboy and he was like, Look, man, like, it's not ruining my life. But now I just don't want to have this dependency anymore, you know. And so we did this session, he dropped his alcohol habit in one session. That was my first session. Can you imagine the level of confidence I picked up from that thing, the moment at work, I was like, Tony Robbins, who game this super, super confident person with hypnosis. And I went on and did over I've done over 400 sessions since then. So yeah, man,

Philip Pape: 27:53

there's so much there to unpack. I mean, back from the point of how you got to deciding hypnosis was a tool you were talking about. First, the stuff that I can relate to. And then I want to get into the stuff where my skepticism here just go up, just like boosted would be how somebody can drop their mask, you said they take off their mask, and they they start becoming the person they really are the person that they aspire to be not even aspire to be the person they are. Right sounds like and they just need to now inhabit that. Yeah, and take the action to close that gap. And I've heard express different ways, you know, the ABS aspirational version of you,

Adrian Moreno: 28:26

to me is, to me, like a short definition of the mask that I mean is the way that you see yourself, because you can't act out of alignment with how you see yourself. If you see yourself as lazy, fat out of shape. unmotivated, you it is an impossible, like literally pigs on property fly before you can be consistent. Like if you believe you're an inconsistent person, and you see yourself as that, that's the mask you're wearing, it will be impossible, I guarantee impossible for you to be more consistent from longer than two weeks at anything, if you see yourself like that. So you have to see yourself differently. And that's what I mean by changing the mask. Today, I'm wearing a mask, like I'm wearing a mask and a mask. I'm wearing it. I'm a confident speaker, I am a badass entrepreneur, I know what to do. And like, I see myself in this light, I'm worthy and deserving of everything that I want. Right? It's a mask, right? But it's one I'm intentionally putting on anyway. And the reason why I say massive because I know that I'm not this. Like when when I die, I know that I don't die, you know, and so I have deeper beliefs there. But yeah, so that's kind of where I don't want to go. No, no,

Philip Pape: 29:37

I love that because anyone listening who's on their health and fitness journey, and are thinking in those phrases, the phrases of I can't do this or I am this sounds like you know, even even a very simple exercise could probably get them to transform from you know, I have to do this so I get to this I am this versus I am this. Yeah, I just interviewed a client actually the podcast, it was two episodes that just came out and she and she said I had this on the episode as well. She said I'm a young healthy beautiful mom, but sometimes the mirrors don't the mirror lies or something like that ear live like that. You know, it's just a little bit of a twist on that.

Adrian Moreno: 30:15

Yeah, like that's nice, but not as cool if I if I yell like this is like she feels that's her identity right? And she holds on to that long enough. You're only going to act like that. You know like I can't you can get me to eat like shit today. Like maybe I can you know like down a stack of pancakes as I'm drowning in syrup. But you can't get me to do that all night. You can't get me to do that every day because that's it person doesn't live like Yeah, yeah.

Philip Pape: 30:41

Now what did you look at other potential ways to address this with your clients before you got to the hypnotherapy? Oh, the

Adrian Moreno: 30:47

moment so I only came across cognitive behavior therapy. The second thing I came across was hypnosis that just sold the shit out of me because of what it did for me. And I was like, alright, this thing isn't real. And then I started like understanding the science behind it. Oh, it's not weird at all. I'll say it is the most logical thing ever. And so I just started to really go on, like, you know, just studying it.

Philip Pape: 31:09

You do your podcast hosts ask for you to do this session on them. Because I'm really tempted to do this, just like you did not not on the show. But I'm very skeptical on and actually one of the premises of this show is the skepticism of the fitness industry. We haven't really talked about topics like this, I definitely go don't go into spirituality. But we we talked about mindset, we talked about, you know, neuroscience a little bit. Help someone who's listening who hasn't tried it yet. Break through that barrier of skepticism if you can,

Adrian Moreno: 31:36

okay, so Okay, right. Now, let me ask you this. Are you aware of the sensations on your, in your left foot right now for now I am how you are. But before you want to what I mean by that is before you were in a trance, a trend is where your focus is only focused on what's relevant to the point where you block out all other information. Right, your foot never disappeared. It was always there. But you're fully absorbed in this moment. In other words, you are in a hypnotic trance right now. Listening to your foot in anybody who's listening right now. They're like, deep into this episode, they're likely not thinking about their bills, right? Because they're 40 in trance. So we always live in this thing called a trance, a trance is you're going to experience whatever it is you're focused on, despite everything else. Like if you genuinely believe you're not enough, and you feel like you suck at stuff like you genuinely believe that you will block out all the information that says you are a badass, and that information is there. But you'll block it all out. I mean, you were at my house right now fill up and I said, Hey, man, let's make some spaghetti. And you went to my pantry to a golf you only thing you would see is you would immediately see the noodles, the pasta sauce, the bread, but you would miss the Fruity Pebbles, you would miss that you would miss the things because you're not looking for them. You're you're focused on spaghetti. And so I'm breaking that down because I want people to understand what a trance is. Again, like you're hypnotized every single day. For example, if you're watching something or you're online and you click an ad and buy something, you got hypnotized the other day, I bought this $47 product. I didn't even know what I was buying. That's how good the copywriting was. I read the headline immediately. I could not stop reading like the second line. I was like, okay, like in my mind doesn't I just want to scroll, but it just like whoever this guy was, was a freaking monster at the copy. I was like, I can't stop going, going going. And then before I knew it, I was okay. It wasn't my wallet. I was like, you know, they weren't my water come about to buy this thing. And I was like, maybe 50% sure on what the product was. I didn't really know. So I'm about to buy this thing. That is a hypnotic trance is when your information takes you in such a way where it influence you have the influence of you to act. And so what hypnosis is, is not into this now why bring in hypnosis? Hypnosis. If you look it up, it's gonna say hypnosis is a hypnotic trance. It's a trance, it's a trance like state. That's wrong. Hypnosis is not a trance like state. Hypnosis is a tool that gets you into a trance like state. So you're in a trance right now and everybody to understand your consciousness is ginormous. There's no way in hell your consciousness didn't like narrow its focus for you to be alive right now. Like this is a big trance that you're living in right now. And so now it's getting esoteric, but I want people to understand this. What hypnosis does is hypnosis takes your brain from from beta. So right now you're in beta. If you're listening to this podcast, you're definitely in beta unless you're like, bored and you're passing out you're probably in alpha, but you're in beta. Hypnosis slows your slows you down to theta. So there's beta underneath the beta is alpha. Alpha is what you experience when you're taking a nice walk. And like you don't like when you get when you have your phone away, right because it can still be stressful. You're looking at your phone, you have your phone away, you're taking a nice walk, you can that that relaxing state, alpha, you're taking a shower, the warm waters running over your head, ah, alpha. You look at the your wife, your husband, somebody you're genuinely in love with. Not just like a roommate, right? Somebody you're genuinely in love with. You will feel your your body relax and calm down. Right when I'm licking my partner, my body relaxes and calms down. You when you have sex, it starts to go down. When you're reading you go down to alpha, and then underneath alpha you have theta, theta is the is the brainwave that you're in when you're taking a nap. And whenever you're like slumbering throughout the night, theta and you do go down to Delta throughout the night, that's dreamless sleep. But theta is where you have all your dreams. Now, this is important because data when you're in your dream state, haven't you ever realize, when you're in a dream, you don't know you're in a dream, it feels like real life. The reason why because the experience part of your mind is fully engaged. And it's, it's actually happening. This is why I kind of move a lot when I say my partner is like, Hey, babe, last night, like you were like, kind of moving your hands in some weird way. I'm like, well does fighting off a dragon. What you expect me to do, right, but like, your body will move along with you in a lot of ways. It's like when you fall, you know, right, inside of that experience, like a fall exactly your foot inside of that experience. So what hypnosis does is it gets you from beta, and it slows you down to theta. Now, when you're in theta, the doorway in between your conscious and unconscious mind swings open. And when that doorway swings open, you now have the ability to rewrite whatever you want on your subconscious mind. And when I say rewrite what you want, I mean, for example, I had a client came to me, he was like, Adrian, I'm having a lot of trouble making posts about my business. Like, I get nervous making posts about my business. I feel scammy like, you know, I feel weird, even charging people money, like, you know, like, I just wanted a fitness guy. I just want to help people and like, can you help me out? Sure. We did a hypnosis session. And in my process, I get them to go back to certain memories. Because when we go through life, we make decisions about ourselves. For example, he went back to a memory when he was five years old. And it was baseball practice. And all his friends already got picked up. He was the last kid there waiting for his mom to pick them up. Only the coach was there. You know, of course, watching the little boy like going over him, starts getting dark. He's like, No, where's my mom. In his mind that moment, my mom must have forgot about me, which means I'm not important. I'm not important became a belief that he internalized and it became a mask. It became a way that he saw himself he defined himself as not important. And so growing. Although that wasn't true. His mom just was late that day, she had got stuck in traffic, maybe a little late for work. She picked him up, she still loved him on the all the way, right. But in that little boy's mind, he came to a conclusion that he was not important. So no wonder at age 30 something. He's having trouble putting out his business and growing it and talking about it, because he's not important. What's the point? That's why he says I feel like I'm like, you know scamming people or even though he knows he's not writing though he knows I'm genuinely just trying to help people. Even though he knows that. He felt like he's taken from people we feel like he's getting in people's way when he sends them a message if you make suppose you bothering them. It was coming from this I'm not important. That was deep in his subconscious mind. And so what I helped him do was I Alright, now you're, you're hypnotized. Right now you're in theta brainwaves, since you're in theta brainwave, what you're going to do is you're going to look at that little boy, and you're going to, like change that belief system. In other words, you're going to tell him the truth. And I look, look man, like you're not not important. Like mom will just late that day. It's a re parenting. This is where you call inner child work, you re parent the child. And when you reparent the child, your perspective will change. I don't care how old you are, you are still a little kid inside. My dad, he's like, Adrian, the only thing that's different when you get older, is people will look at you different. But when you look out, out outside it, you feel the same. He was like, I'm almost 60 But I still feel like I'm 20 years old. Adrian, you know, and that, that's the reality, like when I see my dad still has his times where he will power his leg, like he will get mad and you know, like, hey, that's like a little five year old. Like that's like this little kid who hasn't been fully, you know, addressed and acknowledged and healed. And so that's literally all hypnosis is hypnosis is just like going to the doctor, you're gonna believe anything, the doctor says, you go to the doctor, your your beta brainwaves kind of slow down. And the doctors are like, you know, if you go to the doctor and say you're nervous, and you have high blood pressure for that moment, they'll they will tell you, you have high blood pressure problems. And then all of a sudden, you truly believe Oh, shit, I got high blood pressure. Now you accepted that belief. And so what I do is I help people pinpoint the beliefs that are stopping them, and accept brand new beliefs because you make decisions, to believe something about yourself, you can make a decision to believe something new about yourself, but it's hard to do that when you're in your beta state. It's hard to do that when you're just it can be done, but it sticks more permanently. Whenever it's done subconsciously, you know, and so, I mean, I don't know if that broke, you know, people's skepticism. The only thing I'm gonna say is like if you like experience it yourself, but the reality is, is you're hypnotized right now. You're always hypnotized, you will never not be hypnotized. You're always in some kind of hypnotic trance. Just like, you know, my, my little nephew was here in here all spring break, right? I wanted him to come stay with me. And all spring break I've been telling him like dude, like you are a badass, like no matter what you do, I want you to know that you got your head on, right? I want you to know that you're a genius, I want you to know that you're worthy, you can figure out anything. I'm constantly telling these things to him, because he's a little boy right now, these things he's going to choose to believe about himself. And then growing up, he's going to have those internal beliefs that you know, I am worthy, I am enough. And when you most of the reasons people don't get what they want, because they don't believe they're worthy or deserving of it. So they don't do the things to do it to get it.

Unknown: 41:20

Before my coaching session with Philip, I was really struggling with staying consistent with my nutrition, Phillip really showed me the importance of being consistent day to day, he also helped me see that it's not a bad thing to take a rest day, he really helps me get in that more positive headspace Have a rest day being something really good for me. I've been doing this for a month now. And I'm finally starting to see some progress and my numbers. And I'm really excited about that. And I just appreciate so much the help that Philip has given me. He's always willing to answer questions to offer resources that are totally free, and very, very helpful. So I just want to say how much I appreciate that. Thanks, Phil.

Philip Pape: 42:05

I think I think you convinced me. I mean, it's not even it's not even a matter of convincing, I think, the way you laid it out that there's this surface level we all live in, that we're always in a trance. I mean, I know I'm in a trance, my wife's trying to talk to me and I'm working and I don't even hear her speaking.

Adrian Moreno: 42:21

You love her to death. But you are you are, you are fully involved with your work. And so like, that's why, you know, it's like, Are you are you even listening to me? But like to you, it's like your mind just didn't register the information because of the trends that you're in. Right? And so like, yeah, man,

Philip Pape: 42:41

and I've told him and I actually had to say, hey, look, this happens to me. So it's nothing personal. If you just come tap me and get my attention, please. Because you know, this, I mean, Jesus to

Adrian Moreno: 42:51

involve me in your trance, and then I'll be there.

Philip Pape: 42:53

Exactly. Yeah, and then and then the idea of of this calming you down to a different level of brainwaves. I mean, I get that, I mean, to me that that sounds scientific, it sounds rational, that it's easier to join.

Adrian Moreno: 43:05

When you're when your brain is slower, and when you're more calm. That's why people who you know, are just more calm typically make better decisions. Now, can

Philip Pape: 43:13

we do this with ourselves? Yeah.

Adrian Moreno: 43:15

1,000%. So, it may take a little bit longer. Um, you know, like having somebody facilitate the process. I'm actually like, don't reach out to me actually, guys. I'm not I'm closing down this business. And I'll, we'll go into that a little bit. But the reality is, yes, you can do this by yourself. I'll give you guys a video. I'll give them a video so they can do this by themselves. But there are some way they can do it by themselves. It's self hypnosis. Everything is self hypnosis though. Like when I hypnotize somebody, I'm not hypnotizing them, I'm guiding them in a way to hypnotize themselves. As a hypnotist, I don't have like some kind of powers. I just get people to hypnotize themselves. So hypnosis at the most deepest foundation is always always self facilitated, no matter what you may have somebody helping you facilitate a process, but the change is happening by itself. And so So I only do in whenever I was earning it, I only did three sessions with people never more than three. Because I was like, the reason I was like, if I if you start, you know, wanting to come see me every month to happen is you're gonna stop believing in your own suggestion. And you're gonna think, oh, every time I'm anxious, let me call Adrian. It's like, No, I'm not gonna do that to you. Right. You're no therapist, you know? Exactly. You know, like, I'm, yeah, we're not gonna talk about your problems. You know, we're going to talk them out for five minutes, and then we're going to do the thing to get rid of it. Right. And so, yeah,

Philip Pape: 44:35

that's awesome. Have you seen the Netflix movie starts with Jonah Hill? No, no, no, no, you I think you'd like that. Check it out, because it's him and his psychotherapist. But the psychotherapist is really cool guy that he kind of throws out all the traditional psychotherapy. And he's like, we just need tools. We need tools to get you moving forward. We need to solve your problems together. I think you'd like it.

Adrian Moreno: 44:54

All right, cool. Yeah, I've seen it pop up all the time. Yeah, I've never clicked on it.

Philip Pape: 44:58

It's one of those things that doesn't opposite of that hook that got you to pay 47 bucks. It doesn't necessarily hook you don't want to watch it. And so right, I'm just like, No, watch it and let me know what you think. I believe you sold me you film. Yeah. So all right. So you alluded to closing the business and moving to something else. So that's an excellent segue. You're pretty good at this because we haven't even like I haven't asked any one of my questions and yet we're exactly going through every single topic we wanted to cover so you want to turn to podcast guests in a little bit here. Which

Adrian Moreno: 45:31

just let you know I'm not sure about your timing. I got I got some extra time after the hour with I'm gonna go a little bit longer to any other questions that you do want to dig in. Do

Philip Pape: 45:40

Yeah, no problem. Yeah, no. So on the guesting side, I mean, I'm having a lot of fun with just going on shows just like you're doing here. Talking to people, it helps me reach a bigger audience, right, like you said, a huge borrowed audience that I don't already have, which is help. Yeah, it's helping me with my business. But first and foremost, it helps me get the message out there. And then if people want to connect and find value from that, it's awesome. How did you come up with that idea? And it sounds unique in the way that you approach it. And that's what I want to get. Yes. How did you come up with that?

Adrian Moreno: 46:09

For sure. So although I'm talking about like hypnotherapy business, and how I did all of these sessions, before I did all of the sessions, I started struggling. And so what I mean by that is whenever I be fully transitioned, and so I truly believe that if you're going to do something, you know, do only that, and not multiple things. And that's also why I'm closing down my hypnotherapy business. I like to live the essentials of life, right? And so I shut down my fitness business because I was like, if I'm going to be the best hypnotist at best at what I do, like, I got to only do this. And so I applied everything I used to grow my fitness, my fitness business, you know, the DMS, the the the social posts, the stories, you know, adding people, but all of a sudden, nothing works. Like it just wasn't selling like, it was so hard to sell hypnotherapy. I'm not gonna lie. Like it was so hard. Even though I was setting like, you know that the end result like if you're gonna feel this, you can feel it, I get it. I was just struggling to sell and I was like, God dang. Like, what, what's going on? And, you know, I started feeling kind of a shame because I lost everything. And what I mean by that was the first 300 grand that I made. I blew it all because I didn't know how to manage my money. And so I found myself with, you know, a little bit over $10,000 to meet that's not a lot of money. So I found myself a little bit over $10,000 My business was crashing, I even had to move back to my mom's house for a period of time, like it was. It was painful man. And then like, I was also semi famous and like a big mastermind. I was and everybody knew who I was in that mastermind and everybody was talking to me every day. So like I to make it worse had to act like things were okay. So that made it worse. And then in this state of desperation, remember three feet from gold. I just kept that in the back of my mind. You know, because you can't fail if you keep going. And so I was like, Okay, we're just gonna keep going. And then, but there has to be another way to do this business thing and get clients. And one day hypnotized. One of my clients changed her life. She came back to me like a week later and was like, Adrian, like, I'm telling you, my life is so different. She was like, Is there any way you can come and speak to my clients? I have a mastermind. I usually get about 25 people who show up live, but a lot of people watch their replay, I think yeah, sure. We're not really thinking much of it. I was like, yeah, why not? So you know, and I like speaking. So I went and I did the talk. And only nine people showed up. So I was like, okay, it kind of bummed me out. But I was like, I'm still gonna go out for these nine people. And I also knew people would watch the replay. So I did the talk. 40 minute talk answer question for like, 15 minutes, but I did like a Group Hypnosis too. So it wasn't just a talk, right? They all got hypnotized. It was cool. And then after the talk, I went to the i was i You know, I live in a two story house. So I have to talk. After the talk, I bought walked downstairs in about two feet, two steps from the bottom or right, they vibrates. reach into my pocket, pull it out, and I see a message. And it's how can I work with you? And I looked at the name like, oh, this was somebody who was just on that call. And then I was like, hey, wish I was desperate trolls or hey, look, you can just book a call here, right? And then about not even not even a minute later, a second message came in. They were like, I was on that call. That was amazing. How can I work with you? I was like, whoa, okay. I got them both on the call, you know, separate calls, but they both closed within like the sales call for like, 15 minutes. Like they're like, I don't care. Like I need to work where is your hot leads, very hot leads. And they each paid in full. So I charge 3k. I mean, 5k for three sessions did expensive. They each paid in full. And then the next day, somebody messaged me and said, Hey, I just watched the replay. I'm having something going on. I think you can help me. Are you taking clients? Yes, I'm taking your guys right, close him and they each paid in full. So I collected 15 grand in two days. And I sat there like, hold on, hold on, hold on. Let me dissect what just happened. I was like, how did this happen? And I was like, okay, each one of them paid in full. They didn't bat an eye on my price. Think about it. I was charging five grand for three sessions. You can go find another hypnotist who will charge me maybe 300 bucks for three for five sessions for three sessions. And so like the price difference was astronomical, but they were still giving me their money. There is They were choosing me. And they were great clients. And so I was like, How can I find more of these people? Well, that's when the epiphany hit me. Oh, so the best way to get business is to be endorsed by the people in the organizations that have your business. So if you can get endorsed by the people that already have the attention, and the trust of your audience, you automatically take that attention and trust into you. And now you can take that audience and bring them to your audience, which is what I saw. And so I'm like, Alright, I need to get in front of more audiences. And so I started writing down a list of like, the people I knew who ran masterminds, I was going to pitch them if I can speak at their mastermind. And I was writing down all these listening. An idea hit me, I was like, Okay, who's my, my clients and entrepreneurs, high ticket coach to high like this entrepreneur, every entrepreneur, I know, listen to at least one podcasts a day in podcasts or like masterminds. Because podcasts have a leader, a trusted leader, the host, and they have a very engaged audience, the listeners, I need to get on podcast. And so I, there is this lady in my space, the podcasting space, I say, who was like the queen of podcasts guessing everybody called her that, like she kind of had a name for herself. So I bought her course. And that taught me how to get booked on podcast. And I was like, Alright, cool. It looks simple. So I use her pitch, and I sent it out to 40 podcast, and not a single one responded. I was like, I didn't even get it. No, like Damon respond. I was like, damn, like, all right. I was like, well, instead of feeling like to me again, when things don't work, I stop. And I look at it. I was like, all right. 40 pitches, no responses, maybe I shouldn't send another pitch. And so let me let me refine what's going on, see if I can change what's going on. And so I looked at the pitch, and I started to dissect the pitch, otherwise his pitch not working. What's, what's going on about it? Well, the first part of the pitch, it literally started, like, Hello, my name is Adrian, and I am a hypnotherapist and I do blink, blink, blink.

Philip Pape: 52:44

That's how about you, right?

Adrian Moreno: 52:46

It's hard to get started. And my mind went off. I was like, Oh, my God, I was like, the first rule of marketing is nobody gives a damn about you. Because I want a warning in it for ourselves. And that's, that's facts. Like, nobody can sit here and say, Well, no, we care about you. Like when you're reading my stuff, chances are it's because you're looking for it to do something for you. Right. And so it's all about me. And that was the first red flag. I mean, catch it. At first, I was like, Okay, well, that's clear reason it wasn't working. And then the second thing was the email the 850 words, so I was sending them a blog article. Like, like, I was saying, like, they were like, it was a chore to read that thing. And so I was like, Oh, my God, I got this email, delete right away. Like, I don't care if you can mention to me at the bottom that you're Michael Jordan, I would have deleted it because like, it was just I don't like this. It's just way too much on the eyes. And so I was like, Alright, I'm just gonna trash and we act like I didn't do I didn't buy this course, I'm gonna figure this thing out on my own, because this is not effective. And so I was okay, well, what am I like, as a hypnotist? I knew some things about influencing human behavior. So I was like, alright, what influences human behavior more than anything else? Emotions. All right. How do you pull on people's emotions? You tell stories? Like chances are, people have had certain emotions here in my story this whole time. The reason why, because when you tell a story, you create a mental movie in somebody's mind. And we all we all emotionally react to images, right? Now, imagine the person you love the most, whether it's your kids, whether it's your wife, whether it's your dog, just picture them in your mind, your nervous system starts to feel different emotions. And so it's images that influence emotions. And so all right, images influence emotions, I need to create a picture in this hostesses mind during this pitch, because if I can create a picture in their mind, I'm now the director of that movie. And I can tell them what to do next. And so I was alright, so I got to tell the story. But man, how can I tell the story in a way that's like, you know, I still get a chance to tell my story, but it doesn't take forever to tell it. And I was like, Well, I know that I'm really good on video. If I can send a super short email, like 100 words, and just get them to click the video. And I can get them on that video. That's it, because I can tell the story on that video. And so I was like, Okay, I think I got it. And so again, I was a speaker. So I had a framework of how to speak. And so I just got that framework, and I condensed it down to like, three minutes. I was like, All right, let me take out all these pieces and let me put it into pieces that really make sense. And I started sending her video so it wasn't one video that I sent to 10 podcasts. It was I sent one video to each podcast. It was a different video per pod. As I said their name said the name of the show said why I love their show, you know and I sent 10 out and got eight bookings. And so I was eight out of 10. I was like eight out of 10 compared to zero out of 40. This is what's working, right. And so I went on pitch the 121 shows got booked on 52 of them, and was able to generate over six figures over a year. Granted, it took maybe about five months to start getting paying clients from it. But it was a compound snowball effect, the moment the clients are coming in five months later, it was every week applications are coming in. I was like, Holy shit, like, where are these people coming from? So I started putting in the application. Where did you hear about me? And I started to see, so until podcasts so and so podcast, so and so I was like, it's working like it's working. And then that's basically how it came up with the idea though, man, it was just, you know, shits not working. Let me figure out something else. I'm tired of sending DMS all day. Like there has to be another way to get business. And this is it. And so once I figured out I had something I wrote a blog article on it blew up. Everybody was saying like, that was crazy. Good article, I think you should make a course. Oh, hey, you know, what am I being me something I could do. And I process it. So short. I was like, You know what, screw it made a post, I'll tell you if I made this course who would want to buy it. I was like, I'm gonna charge 47 bucks for the first like 10 people. And 10 people sent me 47 bucks before I even made the course. And I was like, Alright, so that's that validated the idea. And then I was like, Alright, I'm about to run a workshop. 100 bucks. The ones that sold like 40 of those. I was like, Oh, damn, people want this thing. And then after I did the workshop, I knew it was a good enough idea because of the behavior of the audience because of their interest. Instead of just my idea, their behavior was telling me that this was something worth shooting for. And yeah, man, and I was like, Alright, let me go out and make this course. And before I knew it, loud, people started buying it. And

Philip Pape: 57:34

I mean, you're solving a problem, right? I know, as a podcast, one of the podcast guests that the cold pitches, just you get ghosted, just like you said, you get ghosted all the time, and even the few pitches that I've sent with your program. I'm refining my power story, by the way, so I don't want to send it out to 50 people before I get that improved, but I've done already, and had some shows come out of it. But even the people that didn't want me on responded, which is not something I would have had before. Yeah. It's they can't help it. They're like, Oh, this is interesting.

Adrian Moreno: 58:04

Because most people don't get video. So whenever you send it, you just, you stand out, you know, so like, even if you're trying to get a job, like send a video pitch to them. Like they are they work phenomenally well. And you know, when you get to see somebody's facial expressions, that shirt that when you see somebody's facial expressions, that's like their emotional state, you know, because our face does show our emotions. I was pissed off, you'd know this whole time I was pissed off, right? But when somebody sees my facial expressions in a video, they're mirror neurons, they're mirror neurons, start, start mimicking my emotions. So I'm very enthusiastic. I started doing the plastic or fitting enthusiastic watching it. And then I get emotional. And I'm like, yeah, and then you know, I saw my dad one day, drop to his knees and scream, who told my mom to not leave him. And I felt scared in that moment. When I do that, they're seeing all of my body, they're seeing the way that I'm moving. The way that mirror neurons work is they they observe, and they repeat. And so they're observing it and repeating it, and they're 40 Emotional now. And when at the end, I'm like, yeah, so would you like me on your show? I mean, if you've got them in a good way, like they're gonna say, Yes, you know, and to date I've been, I think this is this will be like my 79th podcast. So I'm gunning for 100 in the next couple of months there. You

Philip Pape: 59:31

know, you didn't pitch me. Let's be honest, I actually asked you to come on because, you know, we had that relationship and you really helped me a lot, so I wanted people to hear it, too.

Adrian Moreno: 59:38

Yeah, that's it. Yeah, that's good disclaimer, I did not ditch Philip to be on this show. He pitched me but I'm happy that he did because it's been awesome conversation.

Philip Pape: 59:47

Yeah, I said, dude, even like, how would I pitch you if it was a good?

Adrian Moreno: 59:52

Dude right now I am trying to get Sam Parr on my podcast. He runs my first million super super successful guy. I sent him like three different pitches if like three different like asked to be on my show. He just opens it because I'm doing on Facebook. I'm sending them on Facebook. So I can see he's opening them. I try to guess if email couldn't guess it, because I guess a lot of emails but yeah, and today, I saw that he didn't open it. He opened my last mention and didn't didn't do anything. So I put it on my calendar to next week by Thursday but doesn't respond. I'll send him a gift, you know. But I'm very persistent. If I want somebody on my show, so

Philip Pape: 1:00:32

Well, the, the listeners of this show are going to benefit a lot because of that advice you gave me to just ask because we've got like six or seven big names. Coming on that are like my idols in the industry and they're coming on the show. Yeah.

Adrian Moreno: 1:00:45

I heard this by Brian Tracy. The world belongs to people who ask for what they want.

Philip Pape: 1:00:52

Yeah, for sure. So I know I got a ton more questions, but we're almost out of time here. What do we want to cover here? Because there's, there's the whole podcasting thing. There's like, which Ben, whatever you

Adrian Moreno: 1:01:03

want to, I'm chillin wherever you want to take this conversation wherever you think it will be the most valuable for your audience, if there's any, like burning question that you didn't get to ask? Yeah.

Philip Pape: 1:01:13

Yeah, I mean, so how would someone people are listening, right? And they're like, Well, how do I even pick the shows? And how do I get how do I go for the top rank shows? How do I get on the best shows? And even me personally, I would love to know, because, you know, we're now a top 5% podcast here. And I would love to get on a point 1% podcast one day, how can somebody do that?

Adrian Moreno: 1:01:32

Yeah, for sure. So there's two ways to do it. Well, three ways. I'm going to list them in order of effectiveness. So the first way, okay, let's put some context, though, let's say, so let me know if this is accurate. It sounds like what you're asking is, how do you get booked on these top shows? And how do you get booked on the best shows, when you don't really have a name? Like you don't, you're not really like, big and known. And you know, it's hard to Google us, right? So okay, so if that's the case, I always recommend you first get at least 15 to 20. Smaller shows, under your belt does two things. First thing is that allows you to refine your story. And as you get better and better as you're telling that story. The second thing that it does, is it allows you to stack enough credibility to pitch a bigger show. So if I so I did 25 shows that weren't even arraigned before I pit. So I had a list of the top ranked shows, but I was like, I'm not going to push each other out of the gate, what I'm going to do is I'm gonna get my track record and show so when I do pitch them, and I'm like, hey, I want to be in your show, yada, yada. Below, I leave a link to all the other episodes I've done. They click that link, and they see all these guys doing 20 plus apples 20 plus interviews, and their mind that positions you at a higher authority, they're like, Oh, you must have something to say, I just got must be of some credibility if he's repeatedly being booked on shows. And so I use that as like, my, my, I use that as an asset to get booked on a bigger show. So go for the smaller shows, and ones that aren't that ones that probably don't have rankings. And another thing, let me also get a very clear, remember, I got three out of nine clients, I got three clients out of a group of nine people. All right. When you're powerful when you tell powerful stories, you're great at what you do, even if it's a small audience, 100 people, that's an engaged 100 people, if you work with single moms, and you go on a show with 100 single moms, and it's an inc, those 100 single moms are really invested in this podcast, they were like probably fans of the host party Friends of the host. So they are bought into the breaking podcast. And so that's an engaged audience. I've gotten great, I've gotten, you know, maybe 20 grand plus off of a small audience, right. And so people fall into the trap of going for just all the big audiences. So that's me telling the audience and you said like, don't fall for that trap. The smaller shows do have a return to if there were a highly engaged audience and you know, they got a good host, right. So that's, that's the first way. The second way is to leverage the host leverage the past interviews that you've done. So I got on the show with 1.8 million listeners every year. This was a bigger show I got on the way I got on this show. Was I actually pitched if one guy who runs this podcast beyond the rat I pitched him got on his show. And after his show I was like Do you happen to know any guests that may any podcast hosts that may like benefit from having me on first I build a relationship so I do the episode and then afterwards I'm like hey look, can you give me your phone number and text me whenever episodes out so I can just see it. I'm not too big on email and then they give me their number and now we're like friends even more when you have somebody's number subconsciously you think you're a little bit closer? And then I text them the next day Hey, I got a good guest for you since I know some awesome people I add more value to their life after add value to their life. I then say you know any guests who any host who would you know have me on since you've actually heard my since you've experienced what I bring? Who Do You Think You Can we think was helpful. He happened to know Joe winters which is the guy who runs the daily path show got me on that show. Right and he just method I didn't even need to pitch Joe winter if he message Joe winters Joe winter have replied, any friend, anybody who the friend of blank and has been recommended by blank doesn't have to go through the like the interview process. Just here, book, your book your interview here and I can trust this is going to be a great show that was ginormous show. So that's the second effective way right to like build a relationship because podcast hosts rub elbows with other podcast hosts, they know each other. So leverage that. And the third way, this can be the can be the least effective if you haven't done step one, which is at least get 20 to 25 shows under your belt. But it can be very effective after you've done that. And that is pitching the big show directly, like pitching. I've pitched many big shows directly now again, make your ask. And many of them said yes, because of the power of the pitch itself. Right. And so those would be the three ways to get booked on like shows that actually have your audience. But I mean, that those would be the three ways to get on a top ranked show. But what I want people to focus on instead of top ranked shows, it's great focus on shows with your audience, whether it's top ranked or not. You want to focus on shows with your people. clear on who your people are. If you can get clear on who your people are, you know who your people are, then you can find where they're hanging out online, right? There's a couple of ways you can do that. You can just ask your people, hey, what kind of podcasts Do you listen to? Like, I'm looking for more shows? What kind of podcasts Do you listen to, that's probably one of the most effective ways to get a list of people to there. You know, or you can google you know how to podcast for single moms. software's like pod match, there's many ways to start finding that people in that niche, but I'm focused on people with your audience, because for me, there's no point in you know, going on a top 1.01% show to a podcast full of, you know, now, just for single moms, that probably wouldn't be the best, you probably wouldn't be the best thing for me, you know, like, I probably do it, you know, but I wouldn't do it for the hope of like, let me build my business off of this. You know, so context around what your goals are two very important, but if your goal is to build a personal brand to become known, and, you know, get new business, follow what I shared, laid out, you know, and also one one more thing, a lot of people believe that Oh, I feel like I don't have a good enough story. I feel like my story is not that powerful, because my story can be pretty intense when I share it with people, not not to store are laid out here. But the one I used to tell them my pitch, you know, it's about me being young see my parents fight. Sometimes people are like, I don't have a kind of story like that. And they think that their stories are boring or not interesting. But to that I say, you know, bullshit because Claude Hopkins if a who was a, you know, notorious advertiser more I just seen as one of the best marketers I've ever come across. You know, he's long, long gone now. But back when Shalit and Schlitz beer Yeah, Schlitz, I think. Yeah. So back when Schlitz was trying to take over the US market, in night, you know, just become one of the big beers here. They hired. They hired Hopkins to come and write a campaign for them. So Hopkins comes over and then come to the plant. And then the representative of the of the beer company says, Hey, we're gonna walk you around the plant just give you a tour. They're walking them around the plant and giving them this really insightful tour of from A to Z, how beer is made from A to Z all the way from whatever the heck step one is, I don't know. Do you know they're being put in a bottle and being shipped away to be sold? They took him through that process. It blew his mind. He was like, I have never seen something so sophisticated. He was like, This is phenomenal. He was like, why are you not talking about this in your marketing? And they were like, well, it's not special. They said, every beer. Every beer maker makes beer like this. Like there's nothing special about what we do. And he goes, I know every beer person makes beer like this. But not every person is not every company's telling that story. So have you do watch what happens? Within 12 months, they were number one selling here in the US because he all of his campaigns with him telling that story. Every campaign he put out with him talking about every beer says Pierre, what does that mean? Here's what we what we what we mean it flips. It goes to blame. Right? Right. You appreciate that as a as a beer drinker, you're like, Oh, I appreciate. You know, I love to do that. And the reason I say that story is because it's not that all stories. The reason I say that story is because all stories don't care what how mundane you think it is. All stories to the human mind are interesting. It's just that not every story is told. So whenever you start telling a story automatically become interesting. So whatever your story is, promise, it's interesting as hell and I promise there's people there who would be endlessly grateful that you told it. So what Whether you have a business or not just tell your story, I promise that can be the most powerful thing you can do don't become like attached to it to the point where, you know, it's like, oh, yeah, you know, I'm gonna survive, or I went through this thing. And I get that. You definitely people use stories as crutches in my mind, I might speak in plain English. Right, exactly. And so for me, you know, the story is always something to catapult me into somewhere I want to be right. But stories are very powerful no matter what it is. And, you know, my client Chase, she was like, I don't think my story is great enough. You know, I was like, bullshit, follow the framework. She followed the framework, she pitched six shows got all six of them. And I was like, Look, that's what I mean, you know. And so anybody listening, like your story is very important. And so definitely tell it.

Philip Pape: 1:11:24

I totally agree, Adrian, because on podcast, one of the questions I didn't like when I was first guessing was, tell me your story. Tell me your background. I'm like, oh, no, here we go again. And I would tell him something that I thought was just kind of mundane, and they find all these insights. Wow, that's so cool. You did this. Wow. I can't believe this. And like, Oh, really? Right. I

Adrian Moreno: 1:11:41

guarantee today. I guarantee you right now, one of the audience, like some people in the audience, they've had lightbulb moments, right, whether it's Oh, the best way to market is to be endorsed by people. Oh, damn a mask, we got to change the way we see ourselves. Oh, the power of stories, like just telling your stuff. Like those insights, right? We reason why we learned so much from stories because stories lead to insights. Right. And so like my biggest, like one of my other biggest insights in business, came from me to hearing a story about how an H vac company grew to 2.2 million in two years, by piggybacking off of other age of that company's customer list. When I heard him say that I was like, Oh, my God, the Epiphany, another epiphany hit, I can go piggyback off of other companies list, instead of podcast guessing I can also go get like a company who have my lift and be endorsed by them. You know, so

Philip Pape: 1:12:36

yeah, man, and this, and this is why I brought you on man, because I know you tell these stories and have this energy. And there's my audience here. I know they want fitness stuff, but we go off on other areas. And they're gonna have that epiphany because like you said, you wouldn't want to be with someone who doesn't want to personally grow up all the time. I think podcasts are a great way to do that. And I think this show will cover a wide variety of topics, and people will tune in right to the end. So I want to just because we're gonna wrap up here. The second last question I'd like to ask our guests is, what one question Did you wish I had asked, and what is your answer?

Adrian Moreno: 1:13:07

One question. I wish I had that we Okay, the one question I wish you had asked me, if I was doing it would be. So Adrian, looking back on the stories you told us today in your life journey, what would be the lesson you want the audience to walk away with? There's many of them. But the one I would want the audience to walk away with more than anything, is and I know like, I didn't mention this, but like, you're gonna die one day. And the lesson I want you to see here is I get the way I lived those those stories. Each time, I had an idea to move on something. I didn't let time get in between me and moving on that idea. The reason why I didn't was because when I was 19 years old, I read in a book, everybody's going to die. But not everybody thinks about that. And that's the exact reason why they never live. It's because they think they have a whole bunch of time. The reason why I'm so urgent, the reason why I do like when I think I want to do something, and I know it's a good idea, like I will immediately move on it. The reason I live like that, because I know for a fact I'm going to die, I'm 26 I think 25 I don't know, I'm one of those, I'm at the age where you kind of forget. So anyway, while I'm one of those ages, I genuinely can't pinpoint the age. Now, I'm like sitting here thinking about it. But I'm young. But I remember when I thought I would never be 18. And I felt like that was yesterday. So if I became a team quicker than I thought I would be. And now I'm 26 or 25. I know for a fact that that is going to happen quicker than I think it will. And so I have to move. And so the lesson I want people to kind of just understand what the way that I've moved with urgency and everything that I do is that you're going to die. So what's the point of spending time doing things that don't matter? Doing things that don't mean anything to you? What's the point of wanting to do something by not doing it? What's the point of having a dream but not attempting it? Right? Well, my grandma was on her deathbed. She said Adrian, I know. Before I got to the hospital, I said You are crazy recording your job, because I just quit my job. But now that I'm dying, I want you to know that you don't want to go back to work don't like do your business thing. I know I said it was crazy. But now I'm dying. Oh, do your thing. When I heard that. It just deepened it. You know, I was like, alright, like I'm never gonna go and search for a safe life. Like I'm just going to go and adventure and going to do all this shit that when I'm dying. I'm like I did a lot. I'm ready for the next one. You know what I mean, though?

Philip Pape: 1:15:37

That's a great takeaway. Yeah, do your thing man. Do your thing. anybody listening? Do whatever you think about now that's holding you back, do it, whoever you think you are, and you're not really that person, take off the mask and do it. Really awesome stuff, man. So where can listeners learn about you?

Adrian Moreno: 1:15:51

Yeah, so I'm gonna break my break my cardinal rule here. And Phillip knows, one of the rules about podcast guessing effectively, is only giving one link for the audience to follow. So they can join your list. But I'm gonna give you guys two links. Because I did mention I would give you a recording process, we can do self hypnosis on yourself, who want me to thanks. If you want to do self hypnosis on yourself, and you want to kind of learn what that's like an experience with as like, go to rewire my thoughts.com/unshakable and fill up with throw that in the show notes. I don't try to remember it right now. But rewiring my thoughts that rewiring my thoughts.com/unshakable that will be in the show notes. The second thing if you want to learn, like I know, I kind of went over a little bit to podcasting. But if you want to learn the actual framework that I use at the four step framework, I go deep into it in this free PDF like you can actually learn how to do it yourself and you want to have a PDF in front of you, instead of like referring back to the show over and over again and take notes. Just go to the power pitch.co/pdf Again, the power pitch.co/pdf. And I'll show you how I got booked on a bunch of shows. I'll fit up to doing it how everybody else is doing it so you can do the same. And they'll be the only two ways I say for people to vote and get in touch with me and if you want to follow my socials, I communicate all of that in my email to you know at the bottom on my emails on my hey can follow me here. So other than that, though, that'll be it, they'll still be

Philip Pape: 1:17:18

awesome. So I'll definitely put those in the show notes for the self hypnosis video which I want to check out myself as well. And of course the free podcast PDF, Power Pitch though power pitch.co/pdf Alright, man, it's been a pleasure having you on the show. Really, truly. This is one of my favorite interviews so far, and I thank you for coming on.

Adrian Moreno: 1:17:34

Absolutely. Thanks for having me.

Philip Pape: 1:17:37

If you've been inspired by today's interview, and are ready to take action and build momentum on your health and fitness journey, just schedule a free 30 minute nutrition momentum call with me using the link in my show notes. I promise not to sell or pitch you on anything, but I will help you gain some perspective and guidance so we can get you on the right track toward looking and feeling your best