David Laroche : I have a question I would like to ask you because you are in “The Secret” and it has a worldwide impact. And I would love to know because not everybody has results with “The Secret.” It’s great because it helps to open the mind. According to you, what’s missing in “The Secret” to help the people who are still struggling?
Joe Vitale : Well, “The Secret” is only an introduction to an idea.
David Laroche : Yeah.
Joe Vitale : It’s an introduction to the law of attraction, but it doesn’t explain it with any depth. You need to go and get more information, more books, other movies, get the follow-up. In short, the idea is people think the law of attraction works on their conscious mind. But, it actually works on their unconscious mind. So, if people sit and consciously think “I’m going to attract a car, or a bike, or a romance, or better health, ” that’s fine. But, if they have unconscious beliefs, what I call “counter intentions, ” they can stop what they want to come into their lives. So, “The Secret” was an introduction, but it doesn’t explain everything. As an introduction, it’s beautiful and thank God we made it, you know. I’m grateful for it.
David Laroche : Yeah, it’s very powerful. So, the next step is to go deeper and–
Joe Vitale : Absolutely.
David Laroche : Okay. So, according to you, what will be the next step for the people who are following us now?
Joe Vitale : Well, the next step is to understand how the unconscious mind works. The conscious mind doesn’t have all that much power. We think it does, and we sit and visualize and we do our scripting we do our affirming. But, again, the powerhouse is the unconscious mind. That’s the next step. That’s where we have to go. Because, all of our beliefs, all of our memories, all of our data, all of our negativity, all of it is in the unconscious mind. When we clean up the unconscious mind, then you can consciously ask for something. And, more often than not, you’ll get it, and you’ll get it very fast, because you won’t have any interference. The interference comes from your own unconscious mind.
David Laroche : And, you are well-known to help people to attract what they want. So, how can we do to communicate with the subconscious and to help him to help us?
Joe Vitale : Well, the first thing to do is actually ask for help from your own unconscious mind. The beliefs that are in your unconscious mind are not buried, and they’re not hidden. You can uncover them. You can tease them out. And, you can do that by starting to ask questions like “What might I believe that would stop me from attracting money? What might I believe to stop me from attracting a romance? What might I believe to stop me from having better health?” And, you can start to have those beliefs surface. And then when they come up, because there could be things like “I don’t believe it’s possible. I don’t believe I deserve it. I’ve never seen an example in my life.” There’s all kind of negativity that will come up, welcome it and question it. Ask yourself “Do you believe it’s true that you can’t attract money? Do you believe it’s true you can’t attract your soul mate? Do you believe it’s true you can’t attract better health or the romance or the job or whatever it happens to be?” And what you’re doing is slowly unearthing your own evidence, your own evidence for your limiting beliefs. As you look at them, you start to weaken them, and then make them disappear. That’s one way that you can do it.
David Laroche : And, when it disappears, you have to create a new belief?
Joe Vitale : Not really. Now, some people say you can replace old beliefs with new beliefs. I actually feel that you want to release the negative beliefs and what’s there is more of a divine calling. What seems to be there is almost an underlying mission for you personally. It will be different for me, different for somebody else watching, different for you, but, when you get rid of the negative beliefs, that calling, that mission, that life path is there for you. You don’t have to go and put new beliefs there. There’s already a divine belief waiting for you.
David Laroche : And, unleash it.
Joe Vitale : What’s that?
David Laroche : Unleash it.
Joe Vitale : You could unleash it. You can live it at that point. There’s no interference at that point.
David Laroche : Great. I would love to know also, according to you, who do we have to become to have wealth?
Joe Vitale : In order to become wealthy, the very first thing that people have to do is be okay with money. We have unconscious beliefs about money. I can say the question, or even the statement… I can say the statement “Money is the root of all, and everybody’s going to say evil.” Well, think about this. If you consciously sit there and say “I’m going to attract more money. I’m visualizing more money. I am now becoming wealthy.” But, unconsciously you think money is evil, you’re not going to want it in your life. You’re going to push it away. Or you allow a little bit to come into your life, and then, you’ll have an accident, you’ll have a problem, there’ll be a lawsuit, they’ll be something to get rid of the money. Because, unconsciously you think it’s evil. So, the first thing to do is make peace with money. Money’s okay. Money’s neutral. Money’s nothing but some agreed upon means of exchange. The second thing to do is be okay with yourself. Most of us don’t like ourselves. Most of us don’t love ourselves. We don’t appreciate ourselves. So, when it comes to good things, we think “We’re not really worthy. We’re not really deserving. We’re not really good enough.” And so, whether it’s money, or the relationship, or anything else you could think is good for you, you might think “I’m not really good, ” and you will push it away. So the two things to become wealthy: one is be okay with money itself, second is be okay with yourself having money.
David Laroche : Yeah, great. And, I would love also to know…because we have two categories: we have the professional category and the money category, and I can grow in the money and grow in the professional. And, a lot of people want to grow in the professional category with the consequence they will have money. Do you think we have to focus on money before having my professional growth, or the inverse? Do you understand my question?
Joe Vitale : I think I do. But, here’s my answer. Whether I understand your question or not, I have an answer. My answer is you are to pursue your life mission first. Whatever your professional calling is, your pursue that. You don’t worry about money first. You worry about “Am I doing what I am here to do, as my personal calling, my personal mission, my divine calling?” As you do that, either money is going to come to you, or, at that point, you can start to have an eye towards “Well, how can I charge for this? How can I make more money for this? What are the rules of money, that I can bring that into my life?” But, that’s not the focus. There are numerous stories of people who have just followed their own dreams, and by following their dreams, everything else fell into place. When you focus on money, you can actually put a block up from focusing on your own heart path, you know, following your own diving calling.
David Laroche : So, you follow your path, and what you want to do in this planet, and you make link with money.
Joe Vitale : Yes.
David Laroche : Then, you make link with money.
Joe Vitale : Yeah. Walt Disney, the great movie maker, said he wanted to make money from his movies, so he could make more movies. And, I thought “That is divine. That is clear. That’s noble. That’s the focus we all want to have. I’m an author. I want to write books to make a difference. I want them to make money, only so I can keep writing books. It’s not about the money. It’s about following your divine purpose, whatever is unique for you, your calling, your path through life.
David Laroche : So when we think about money, we have to find “Why do I want this money? Why do I want to become a millionaire? Why do I want to become a billionaire?”
Joe Vitale : Well, money is a means to an end. Too many people focus on the money, and they don’t realize that what they really want is what the money will bring them. So, I tell people is okay, so you won the lottery. Or say you inherited money. Say that you had some sort of abundance fall into your lap. What are you going to do with it? That’s more important to look at. Because, somebody may say “Well, I’ve always wanted to open my own restaurant. Now I will open my restaurant.” Well, then, forget about the money, focus on the restaurant. That’s your dream. Somebody else might say “I’ve always wanted to write a children’s book.” Focus on the children’s book, not on the money to get to the children’s book. There’s lots of ways to obtain what you want. Money is simply one of them. When we focus too much on money, we become blind to all the other possibilities that are around us. Things can be given to you, things can be won. There’s all kind of… Exchanges, bartering, any number of possibilities. Money’s only one of them.
David Laroche : Right. I love that. I was reading a short biography of you, and I would love that you tell your story, and how did you start. Because, you’re talking about finding your purpose, and maybe that you were struggling, and you had some experiences to change your life. Can you tell me that? How did you start?
Joe Vitale : How much time do you have?
David Laroche : The time you give me.
Joe Vitale : Right. I don’t have a short story. I was homeless. I was in poverty for a very long time. I did go through the struggles, the dark night of the soul. And throughout it all, I was trying to find what was my purpose “What am I here to do?” Throughout my life, I had played with different possibilities. I thought I was going to be a magician at one point, an entertainer. I thought I was going to be a lawyer at one point, which I think is funny today. I thought I was going to be a detective at one point. I thought I was going to be a baseball player at one point. I was trying to find myself. When I decided that I wanted to be an author, and I decided because I realized I can be all of those different characters in stories that I could write, it felt like being an author had more power. And, as I sat with that in pursue of that, I realized that I wanted to write things that made a difference in people’s lives. At first, I wanted to write comedy because I thought “Well, if I can make them laugh, they’d be able to forget their problems. And the first real success in writing I had was when I wrote a one-act play that was produced in Houston, I think it was in 1979, and it won first place, it was a comedy. And I got a taste of “This might be my calling: Go in this direction of having people change their lives.” So I just began pursuing that. It took a long time for me to get through my own limiting beliefs. Because I had beliefs about money, I had beliefs about deserving this, my self worth was horribly low. Whenever you’ve been homeless, or you’ve been in poverty, you really struggle with “Am I worthy of life itself? Am I worthy of anything good?” I had to go through all of that, and pretty much did it by myself. We didn’t have the internet. We didn’t have a lot of the bells, and whistles, and gifts and lessons and teachers that we have. Thank goodness for the public library. That’s where I lived. That’s where I got shelter. That’s where I got my knowledge, from all the other authors–
David Laroche : And you built your own library now.
Joe Vitale : Now, I don’t go to the public library. I have my own private library, yeah. And I truly love it, and I’m very grateful for it. So, I just kept putting one foot in front of the other until things began to get published, things began to work out. I even wrote a book that was so impactful, a woman in Australia called me and said “I love your book. I’d like to put you in my movie.” I’d never been in a movie before. It turned out to be “The Secret,” which changed my life, which put me out there on the radar for people to see and, of course, put me on Larry King, other movies, other opportunities like this, more books. So, it’s been a long road, but I went from a homeless nobody to the lifestyle of the rich and famous.
David Laroche : Yeah. So, you found your path on your path.
Joe Vitale : That’s a very good way of saying it. Part of finding your path is the path. And, what I encourage people to do is look at “Where do you get the most joy? Where do you get the most fun? What would you do even if money wasn’t involved, you’d want to do it even if you weren’t paid?” I love writing so much, it doesn’t matter that I get paid for it. I would prefer it, because it enables me to have a lifestyle that enables me to keep writing. But, even if there was this world where I wasn’t getting paid for it, I’d still get up and write, because I think it’s my mission, it’s my personal calling. Each person has one. I think each of us has our own piece of the puzzle. I once gave a talk where I passed out a jigsaw puzzle. And, I said “Everybody take a piece of the puzzle.” And, I stood in front of the group and I said “Okay, look at your piece of the puzzle.” And they would look at it, and it makes no sense, because all I have is that one irregular piece. But, I said when you take your piece and we all come up front, and we put our piece on the table, it makes this beautiful painting.
David Laroche : Yeah.
Joe Vitale : That’s life. You have a piece of the puzzle. I have a piece of the puzzle. These people have a piece of the puzzle. When we all contribute our passion, we follow our calling, life works.
David Laroche : I love that. I would love to know because I love the topic of luck and I to be lucky.
Joe Vitale : Yes.
David Laroche : And I think we can build a luck skill.
Joe Vitale : Right.
David Laroche : And I would love to know, according to you, why do you belong to the top experts now? What are the differences, according to you, between every experts? Because there are a lot of coaches, a lot of authors a lot of speakers. And, there is only a top 2% who make a big difference. According to you, what are the differences?
Joe Vitale : Well, I would find that there are two or three things that are going on that make some coaches stand out among other ones. One is being an author. Whenever you’re the author of a book, you’re perceived as the expert on that subject. Even the word authority has the word author in it. I’ve written a lot of books. At this point, I’ve written 50-some books. Those books helped me put me up there on a bit of a pedestal, because they say “Well, this guy must know what he’s talking about, because he’s written so many books. I written books on marketing, advertising, publicity, self help, spirituality, inspiration. All of this. I’m having a blast doing it. But, when people read these books, they think, well, if they want the guy who really knows about the Hawaiian healing method, called ho’oponopono for example, they go to the guy who wrote the book on it: me. I wrote “Zero Limits.” So that’s the first thing going on. The second thing is they go for the most notable, the person who’s most publicized out there. When they see, I mean, several movies… I think I’m in 13 movies at this point, besides “The Secret.” I’ve been on Larry King. I’ve been on ABC, national news, global news. I’ve been around the planet. So, people see me. I’m very visible. I’m going to stand out among people who are not writing books, not being visible. And then the third thing are the results. You want to look and see “Are these people, these different coaches and consultants, actually getting results from people following their methods?” I have a long list of people, tens of thousands of them, who write all the time. We’re compiling even a book of nothing but testimonials from people who have followed “Miracles Coaching, ” which is a program of mine, my books, my ideas, my techniques and they’ve had changes in their lives. So those three things, you know, it’s the getting results, being in the public eye and writing books, be an authority.
David Laroche : It’s great. I love that.
Joe Vitale : Right.
David Laroche : I also have a question about hypnotic writing.
Joe Vitale : Yes.
David Laroche : What is it and how can I, for example, learn to do that?
Joe Vitale : Well, the easiest thing to do to learn hypnotic writing is to read my book called “Hypnotic Writing,” which goes back to “If they want to know about hypnotic writing, where do they go?” The author of the book. I wrote “Hypnotic Writing.” What is hypnotic writing? It’s a way of using language to engage people and hold their attention. Why is this important? Because we have so many things pulling on us, whether it’s our e-mail, our other websites, or phone calls, or faxes, or visitors, or any number of things that unless your writing is written in such an engaging, mesmerizing, holding their attention kind of way, you’re not going to get read. They’re going to leave you. They’re going to go to another, more interesting, website, more interesting e-mail, more interesting book. So it’s essential you learn hypnotic writing. What is it when you break it down? It’s a form of what’s called waking hypnosis. There’s sleeping hypnosis where traditionally, your eyes are closed and there’s a hypnotist talking to you and saying “You’re getting sleepy,” and all that good stuff. But, waking hypnosis, your eyes are open. Very often, when somebody’s driving and they’re going long distance, they may even fog out. That fogging out is waking hypnosis. They’re in a trance. They’re still driving and hopefully they’re still safe. But, their unconscious mind is the one taking them down the road. You can create writing that puts people in a waking trance. It’s so engaging, they don’t want to stop reading. Great novels have often done this. Some non-fiction books have done this. I wrote a book on how to do this. Some of the elements in it are storytelling. When you’ve asked me questions throughout this little interview here, I’ve often told you stories. Stories engage the mind, they hold attention. They also deliver a message without interference. Because, consciously, people can put up barriers not to allow a message to get it. But, when you tell a story, their unconscious mind listens, their conscious mind listens, and they can listen…make their own deductions from that story. There’s a lot to it, but in short, read my book.
David Laroche : Yeah, I will. And, I would love to know your point of view, there, there are pages of…sales page.
Joe Vitale : Sales page, okay.
David Laroche : Big sales page–
Joe Vitale : Yeah.
David Laroche : And others more short. What do you believe?
Joe Vitale : In short, the more expensive the item, the longer the copy needs to be. So, if I’m selling a jet plane, and I’m going to ask you for a couple million dollars, I’d better write long copy to convince you why this jet is so valuable and, why you should go and pay for it. If I’m only selling a pack of gum, and it costs 25 cents, I don’t need a whole lot of copy to get you to pay 25 cents for a pack of gum. My rule of thumb is the higher the ticket price for the product or service, the longer the copy needs to be. Now, I’m not saying write 30 pages just because I want long copy. It needs to be hypnotic. It needs to be interesting. People will often say “Well, I don’t read long copy.” And, I’ll say “Did you ever read a magazine article? Long copy. Did you ever read a book? Long copy. Did you ever read booklets or any number of things in literary form or on your iPad? Long copy. What’s the difference?” Well, they consider the sales letter to be boring or junk mail so they said they didn’t read it. What that tells me is it wasn’t written in a hypnotic way. People will read any length of copy if it’s of interest to them. So, higher ticket item, longer copy.
David Laroche : Great. And do you use it in a video for example, or on stage to sell another product?
Joe Vitale : I absolutely do. In fact, I just came out with a DVD called “Hypnotic Speaking,” which is a parallel to the hypnotic writing. And this is an analysis of what I’m doing on stage. I’m using the very same techniques I use in writing. I’m using the very same techniques of hypnotic writing right now with you. I’m doing all of this. If I felt that I was trying to sell you on something, and I have nothing that I’m trying to sell you, I don’t need to go into long copy, but if I did, you know, if I wanted to point at one of these guitars and tell you “It’s $50,000 dollars for this guitar,” you’d probably go, unless you know guitars, you’d probably rear back and go “Why? Why is it worth $50,000 dollars?” That’s when I would have to give you a long narrative to explain why it’s valuable. It might be the entire history of the guitar, or the luthier who made it. So, yes, on stage, I will have long copy, if it’s necessary, short copy, if I’m giving away something or if it’s a small ticket item.
David Laroche : Great. Thank you very much. Napoleon Hill told about the mastermind, and you have a book about that. So, how can you easily create your own mastermind?
Joe Vitale : Yeah, I wrote a book called “Meet and Grow Rich,” with Bill Hibbler about creating your own mastermind. And, these days it’s far easier because of the internet. And if you’re willing to meet online, all you have to do is go on Facebook, and start looking at the different groups there to find a group that’s of interest to you, either participate with that existing group, or find the people who are posting a lot, they’re very interactive, and ask those people by personal invite “Would you like to be part of a mastermind I’m starting online?” You can have a separate Facebook group for this, or you can have a separate e-mail group for this, or you can tell these people you want to meet by phone. Personally, I prefer meeting in person. Now, that’s more a matter of going to the local events, which could be rotary club, kiwanis clubs, civic groups, church groups, things like that, and announcing what you intend to do. You want to create a mastermind on internet marketing for example, or a mastermind on parenting, I don’t know. It could be any number of things. But, it’s putting the word out, putting the feelers out, and inviting people to come, keeping in mind you don’t want too many people, six people.
David Laroche : Yeah. That’s my next question.
Joe Vitale : Yeah, six people is about right. If you have too many people, not everybody’s going to get a chance to say what’s on their mind, or to be involved. Too few people, like if it’s only one or two, or even three, it may not be enough to get the energy and the resources going. My rule of thumb is six people, seven people is probably comfortable.
David Laroche : Yeah. And, according to you, how often do we have to meet?
Joe Vitale : I want to meet regularly, but that could mean…to me, I like to meet once a week. But, you have to look at everybody’s schedule because they may prefer to meet once a month. When I meet once a week, I know that the energy stays up and there’s something that goes on with the mastermind with that: accountability goes up. So, if I say “By next Wednesday, I’m going to have a blog post starting a new product released,” by next Wednesday, in the back of my mind, I’m going “I really need to get that done because I’m going to face the group.” And the group won’t put my feet in the fire, but they’re listening to find out, “Does Joe do what he says?” I want to honor my word. So if I’m meeting on a weekly basis, it keeps my energy up, it keeps the momentum going, I could help everybody else and it also helps me.
David Laroche : And how much time do you take in a mastermind?
Joe Vitale : In general, we’re trying to have 15 minutes per person. So it can be 10 to 20 minutes per person, it might even stretch it to 30, but you gotta keep in mind if you got six people there and they’re meeting 30 minutes each to say whatever’s on their mind, you’re spending the entire afternoon there. So I find if it’s 10, 15, 20 minutes, people are focused. Then, they can say “Here’s what’s on my mind, here’s what I need, here’s how I can contribute to the rest of the people in the group, move on to the next person.”
David Laroche : And do you have someone who organizes its time, the mastermind?
Joe Vitale : Yeah. There should be somebody who’s more or less a time keeper. Somebody who is running the group to say “We’re going to meet next Wednesday. We’re going meet at the steak house. Or we’re going to meet online. Or we’re going to meet in a telephone group, here’s the phone number.” That person should also be the watch keeper. They should be looking at the watch and saying, “Okay, you go.” And then they look “You have five more minutes.” And so they’re the timer, in a polite way, just to keep everybody on track.
David Laroche : And do you have a topic each time?
Joe Vitale : No, it’s more or less… I mean, masterminds can be variable and so the mastermind itself might be topic oriented. But, in general, the masterminds I’ve been in have been more on a personal level. So, you might come in one day and say you’re working on a movie. I might come in one day and say that I’m working on my next book. So it’s not really a topic specific. It might be goal specific. But, for the most part, six people are getting together to support each other.
David Laroche : And, do you think we can build a mastermind with kinds of competitors or…?
Joe Vitale : With competitors?
David Laroche : Yeah.
Joe Vitale : Yes, absolutely. I love talking about that because a couple of copywriters out there in the world are perceived as competitors of mine, and they’re my best friends, we share ideas, we mastermind, we help each other.
David Laroche : Yeah, I think so.
Joe Vitale : And this is one of the things that I think works. Instead of looking at people as competitors, look at them as allies. And you can learn from their business, and I can learn from theirs as well.
David Laroche : And, I would like to ask you something to be authentic. It’s the first time I talk about that. I want to build some mastermind. Some people asked me to belong to their mastermind, but I have a feeling that maybe the mastermind is at this level, and in two months I will be there, in four months I will be there, because I’m growing fast. And so according to you, do I have to wait, or just contact the people I want to hang out with?
Joe Vitale : I would contact the people that you want to hang out with, and you have real wisdom there when you say that you don’t want to be in a mastermind with people who are in a same plane. And that’s not meant as an insult. It’s like people are in a different places status-wise, experience-wise, resource-wise. And in general, you want to be in a mastermind that’s a level above where you’re at, because you want to be raised up to that level and keep on going. So masterminds might even change over time. But if you have your eyes on certain people or a kind of mastermind, I’d start your own mastermind. I’d either invite myself to their mastermind or say I’m creating another one. And then, you have to give the reasons why you think they should go to it, what’s in it for them. So you have to think about that pretty deeply, and be able to convince them. You might need long copy.
David Laroche : Thank you. I have two last questions. How can we become losers?
Joe Vitale : How can we become losers?
David Laroche : Yeah.
Joe Vitale : Easy.
David Laroche : Yeah.
Joe Vitale : Don’t follow your dreams. Don’t follow your intuitions.
David Laroche : No intuitions.
Joe Vitale : Don’t act on your opportunities. Don’t take any action on any good ideas, recommendations, advice, intuition, dreams, passion. Ignore all of it.
David Laroche : Oh yeah.
Joe Vitale : Ignore all of it. And you know what? That’s how I went homeless.
David Laroche : Oh, it’s great.
Joe Vitale : Because, I kept ignoring little voices in my head that would say “Apply for this job. Or go to this town. Or write this particular piece, ” and I would think “That wouldn’t work.” I’d think I was smarter than my intuition. And as long as I thought I was smarter than my intuition, I was a loser.
David Laroche : You were an expert before.
Joe Vitale : I was an expert at losing.
David Laroche : Yes.
Joe Vitale : Do you have some life lessons you would like to share to youth?
David Laroche : Yeah. The greatest life lesson for me is to appreciate the moment. And this is part of what I am teaching people, and I get on a soap box about: is that this moment right now is absolutely wonderful. It is just divine, perfect. When we start to think about the past, whether we fantasize about it or miss it or complain about it; or we start thinking about the future, because we’re dreaming about that, and we’re fearing it or worried about it or wanting it to be a particular way, we’ve missed this moment. This moment is the point of power. This moment is where all the action is. When we think about the past, we do it in this moment. When we think about the future, we do it in this moment. And everybody thinks “Well, when I get the relationship or the job or the money or the health or whatever then I’ll be happy.” You can be happy right now and here’s the grand joke, the big insight “When you’re happy now, you can speed up the attraction of all those other things you said you wanted.”
Joe Vitale : Wow.
David Laroche : But you have to be happy now.
Joe Vitale : It’s great.
David Laroche : Yeah.
Joe Vitale : Thank you very much.