coffee

  • 00:28:48

    Episode 032: The One With The Sprudgie Awards Finalists

    · Coffee Sprudgecast

    We are celebrating the finalists in the 2016 Sprudgie Awards. Notable Roaster Each year our readers nominate outstanding coffee roasters around the world for the Notable Roaster Sprudgie Award. Unlike many of the other categories, Notable Roaster nominees need not be brands or products that debuted in 2016; rather, we look to this award as a way for our readers to honor coffee roasting companies, big and small, that turned in an especially notable year of work. This year’s nominees are: Counter Culture Coffee (Durham, North Carolina)   Koppi (Helsingborg, Sweden) Colonna Coffee (Bath, United Kingdom) Market Lane Coffee (Melbourne, Australia) Populace Coffee (Detroit, Michigan) Starbucks Reserve (Seattle, Washington)  Best New Cafe Cafes are the beating heart of coffee culture, and each year we are delighted to see the cafe form grow and morph in new and exciting ways. Our readers have selected a stunning array of new cafes from around the world for this year’s Sprudgie Awards, each of which opened during the past calendar year. And the nominees are: La Marzocco Cafe at KEXP (Seattle, Washington)   La Fontaine de Belleville (Paris, France) Tartine Manufactory (San Francisco, California) Black Fox Coffee (New York City) Cat & Cloud Coffee (Santa Cruz, California) All Day MIA (Miami, Florida)  Best New Product New products drive innovation in the coffee world, for both consumers and professionals alike. Some of these products live behind the coffee bar, making your experience more delicious one cup at a time. Others are bold, public-facing products that speak directly to consumers. The nominees for Best New Product in 2016 are: La Bodega Coffee (Minneapolis, Minnesota)   Sudden Coffee (San Francisco, California) Ona Coffee Distributor (Canberra, Australia) Third Wave Water (Cedarville, Ohio) Baratza Sette Grinder (Bellevue, Washington) Handground Precision Coffee Grinder (Dallas, Texas) Best Coffee Video / Film Coffee is a multimedia platform, inspiring expression across a variety of mediums. Each year we honor an excellent coffee video or film as part of our Sprudgie Awards tradition. This year’s nominees include a feature-length film; short promotional videos; a much-discussed speech delivered at a live speaking event; a body of work across an entire YouTube channel; and a coffee-forward dramedy on Netflix. And the nominees are: The Coffee Man — Directed by Jeff Hann, produced by Roland Fraval.   Stumptown Coffee x Portland Trail Blazers — Directed by Tim Wenzel @RealChrisBaca on Youtube — Directed and produced by Chris Baca Dapper & Wise: “Too Full” — Directed by Grahm Doughty “Coffee I Love You But You’re Bringing Me Down” — Talor Browne & Tamper Tantrum “Gilmore Girls: A Year In The Life” — From executive producers Amy Sherman-Palladino and Daniel Palladino Best Coffee Writing Coffee’s relationship to the written word is ever-changing. From professional blogs with an industry focus to irreverent Twitter accounts and landmark expressions of personal experience, this year’s crop of Best Coffee Writing nominations takes all kinds. And the nominees are: Matt Perger for Barista Hustle   Scott Rao for ScottRao.com/blog Andy Newbom & Andrew Russo for Coffee Spanish For Coffee Buyers @ColdBrew420 on Twitter James Hoffmann for JimSeven.com Michelle Johnson for The Chocolate Barista: “The Black Cup of Excellence” Notable Coffee Producer Without coffee producers, there would be no coffee. Artisan growers are pushing boundaries every day by creating delicious coffees that express terroir and intent in equal measure. This year’s list of nominees includes some familiar names, plus several first-time noms, including our first-ever nominee from Burundi. Elkin Guzman for Finca El Mirador (Colombia) Aida Batlle for Aida Batlle Selection (El Salvador) Benjamin Paz for Beneficio San Vicente (Honduras) Gilberto Baraona for Finca Los Pirineos (El Salvador) Angele Ciza and Consolata Ndayishimye for Kahawa Link Company (Burundi) Jamison Savage and Leslie H. Freitag for Finca Deborah (Panama)  Best Coffee Magazine We are currently in a golden age for print coffee magazines, with gorgeous new glossies rubbing shoulders with established favorites. We predict a tough, close vote for this year’s Sprudgie Award for Best Coffee Magazine. Standart Magazine (Nitra, Slovakia) Drift (New York, NY) Barista Magazine (Portland, OR) Fresh Cup (Portland, OR) Caffeine Magazine (London, UK) Brygg (Oslo, Norway)  Nicest Package Design and packaging have never been more important to the coffee experience. Each week we feature coffee branding from around the world as part of our Nice Package feature series on Sprudge. This year we’re honoring packaging with the coveted Sprudgie Award for Nicest Package. Parlor Coffee (Brooklyn, NYC) Five Elephant (Berlin) La Cabra (Aarhus, Denmark) Playground Coffee (Hamburg) (via Dribble) Methodical Coffee (Greenville, SC) (via Packaging of the World) Square Mile Coffee (London) Best Coffee Subscription Each year the field for coffee subscription services becomes more and more crowded, making this particular field of Sprudgie Award noms increasingly essential. Only one of the nominated services can win, but each of the finalists you selected are doing exemplary work for happy subscribers worldwide. Kaffebox (Oslo, Norway)   Mistobox (Phoenix, Arizona) The Coffeevine (Amsterdam, The Netherlands) Barista Hustle Superlatives (Melbourne, Australia) Collected Coffee (New York, NY) Bean Portal (Gothenburg, Sweden)  Best Coffee Podcast It’s never been a better time to be a coffee podcast lover, with long-running series and newcomers alike vying for ear time on your drive home. That’s why we added this new category to the 2016 Sprudgie Awards. For the first time, here are your nominees for Best Coffee Podcast: Cat & Cloud Coffee Podcast — Jared Truby and Chris Baca   Tamper Tantrum — Stephen Leighton and Colin Harmon, produced by Jenn Rugolo I Brew My Own Coffee — Brian Beyke and Bryan Schiele Opposites Extract — Joe Marrocco and Meister, produced by Andy Reiland Unpacking Coffee — Raymond and Kandace Brigleb Coffee Awesome —Bjørg Brend Laird Finest Coffee Event Another new category for the 2016 Sprudgies, this is an opportunity for our readers to honor unique coffee events around the world. From long-running international affairs to plucky brand new indie fairs, our first-ever field of nominees in this category run the gamut of event experiences. The first set of nominees for Finest Coffee Event are:  The 2016 SCAA Event — Produced by the Specialty Coffee Association of America The 2016 London Coffee Festival — Produced by Allegra Events The 2016 Mid-Atlantic Northeast Coffee Conference (MANE) — produced by Rik Kleinfeldt and New Harvest Coffee Roasters The 2016 Berlin Coffee Festival —Produced by Cory Andreen and The Berlin Coffee Festival The 2016 Tokyo Coffee Festival — Produced by Yuji Otsuki and the Tokyo Coffee Festival Barista Connect London — Produced by Sonja Zweidick and Barista Connect Outstanding Achievement in The Field of Excellence The most important Sprudgie Award is the hardest to define—this award is given to groups or individuals our readers seek to honor for their contribution to the wider coffee culture. Past awards have gone to remarkable coffee producers, game-changing green buyers, globe-spanning event organizers, and even an entire nation’s coffee growers. This year we’re overjoyed at the nominees you’ve selected for our Outstanding Achievement in The Field of Excellence. Your nominees are: Michelle Johnson for The Chocolate Barista   Jenn Chen for collected 2016 works Helen Russell & Brooke McDonald for Equator Coffees Laila Wilbur and Tracy Ging for The Coffeewoman Sonja Zweidick for Barista Connect Erna Knutsen for lifetime contributions to specialty coffee http://sprudge.com/vote  

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  • 00:55:47

    Episode 18: Coffee

    · The Living Experiment: Rethink Your Choices. Reclaim Your Life.

    We are big fans of coffee. We dig its flavor, its aroma, its health benefits, its feel-good buzz. We also know it's easy to overdo, particularly when we're rushed, stressed and depleted — which is precisely when all that caffeine is most apt to do us biochemical harm. In this week’s episode of The Living Experiment, we look at both the upsides and downsides of coffee, explaining how it affects both your body and brain from the moment you take a sip. We suggest ways to fine tune your coffee selection and habits, and offer our thoughts on the pros and cons of the burgeoning “butter coffee” trend. Finally, we present some experiments to help you make more conscious coffee decisions in your own life. "Coffee" Episode Highlights How caffeine is metabolized by your body (and a tip for enhancing the duration of its effects) (5:05) Why coffee has the title of “single greatest source of antioxidants in the American diet” (7:55) Research that links coffee with reduced risk (or delayed onset) of Alzheimer’s disease and type-2 diabetes (9:50) How genetics affect your caffeine metabolism rate, and implications for how beneficial or harmful coffee may be for you (11:00) The relationship between low-grade, chronic stress and heart palpitations or "jitters" while drinking coffee (12:35) From the Experience Life magazine article, “This is Your Body on Caffeine” — a timeline of what happens in your body over the 12 hours after you drink coffee (13:40) First 10 minutes: Stimulation and alertness (14:30) 30-45 minutes later: Peak energizing effects, slowing ability to absorb dopamine, and increased urge to go to the bathroom (15:20) 1-5 hours later: Release of adrenaline, increasing heart rate and blood pressure, and break down of caffeine by the liver (16:20) Caffeine intake and trouble getting to sleep (18:15) The interaction between stress, coffee, and appetite (21:10) How oral contraceptives and smoking affect your body's ability to process caffeine (22:50) After 12 hours: Withdrawal and headaches that pass within a few hours if you drink enough water (25:05) The butter-coffee and "Bulletproof" trend: What it is, the theory behind its potential benefits, including impacts on cognitive performance, blood sugar, and energy levels (25:30) Why subbing coffee for food is not a sustainable weight-loss or health-improvement solution (28:00) How a strategic whole foods eating plan can help you achieve better results (34:45) Decaf —  choose organic or skip it entirely (37:20) Social and environmental issues around coffee and whether fair trade, organic purchases make a difference (38:30) Challenging our current crazy coffee culture — jumbo drinks with five shots of espresso and several pumps of artificial flavors and sugar syrups or artificial sweeteners added to the mix (39:50) The high cost of using coffee to power sleep deprivation, or to overcome our natural ultradian rhythms (42:15) If you're not already drinking coffee, should you start? (43:40) Regulating your caffeine intake to manage anxiety and avoid panic attacks (44:45) Suggested experiments for the week (47:25) This Week's Experiments Dallas suggests: Take a three-week break from coffee and all caffeine to assess your relationship with it and its effect on you. Habitually consuming caffeine desensitizes you to its effects. For athletes looking for a performance boost, try reintroducing caffeine shortly before competition to get its full cognitive and physiological performance-enhancing effects. Evaluate how obligated you are to add a sweetener or fat source to your coffee. If you don’t like it without those additives, either you aren’t drinking good coffee, it’s not prepared well, or you don’t actually like coffee as much as you like your coffee condiments. Pilar suggests: 1) The next time you go into a coffee shop, order a "small,"  not a grandé, venti or super-jumbo-big-gulp. Put your attention on the experience of consciously tasting and savoring that small-size cup (and notice how few people order a "small" anything anymore). Avoid adulterating your coffee with all sorts of added flavors (caramel shots, etc.). If you like having "cream" in your coffee, have real cream (preferably heavy vs. half-and-half); pass on the fat-free, skim or low-fat milk, and bypass the weird chemical substitutes. You probably won't see heavy cream as an option unless you ask; many places stock it for whipping cream, and don't put it out for customer use unless requested. 2) Experiment with different ratios of cream to coffee. Try adding a little more fat than you normally would, and then cutting back on sugar (if you normally add it). See how it impacts your enjoyment and satiety. Choose better coffee — better sourced, better roasted or better prepared. It may reduce your desire to add sweeteners and flavors. Get full episode notes and links at http://livingexperiment.com/coffee/

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  • 00:54:00

    KTTS 061 : You Don't Know Beans about Brazil w/ Kelly Stein, Host of Coffea Podcast : A conversation talking about Myths, facts, and ways forward in our understanding of Brazilian coffee

    · Keys To The Shop : Podcast for the Coffee Service Professional | Barista | Management | Leadership | Career | Business

    When it comes to coffee, what do you think of when I say "Brazil"? Chances are good that some of the things that come to mind are, in fact misconceptions. On today's episode, Kelly Stein, Host of the Brazilian coffee podcast, Coffea, helps us explore the true bounty and quality that Brazil has to offer, dispel myths that plague the country, and gives us actions we can take to properly relate the coffee of Brazil. The information in this interview can be applied to all coffee and I hope we can walk away from this conversation having a different mindset toward both Brazil and the way we approach origins on the whole. Enjoy!   COFFEA links: http://portalcoffea.com/ https://www.facebook.com/portalCOFFEA/ https://www.instagram.com/portalcoffea/   I highly recommend this special episode in English: What you should know about Brazilian coffee. http://portalcoffea.com/episodes/ep-03-what-you-should-know-about-brazilian-coffee/   OTHER LINKS IN ENGLISH: http://portalcoffea.com/episodes/coffea01-verticalization-in-coffee/ http://portalcoffea.com/episodes/ep-02-brazilian-women-in-coffee/ http://portalcoffea.com/episodes/ep-03-what-you-should-know-about-brazilian-coffee/ http://portalcoffea.com/episodes/ep-04-coffee-seasonality-in-brazil/  If you want to know my work at the magazines: STIR Tea&Coffee http://stir-tea-coffee.com/topics/kelly-stein/  Barista Magazine http://www.baristamagazine.com/baristas-brazil/ http://www.baristamagazine.com/history-coffee-science-brazil/ http://www.baristamagazine.com/brazil-great-coffee-science/ http://www.baristamagazine.com/10-minutes-martha-grill/  

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  • 00:26:52

    162: Does Coffee Make You Gain Weight

    · Primal Potential - The Anti-Diet Solution to Mastering Fat Loss Naturally

      If you are a regular listener to the podcast, you know I am a huge coffee fan. It's true. I drink a lot of coffee and I drink it every single day. But here's the reality: coffee might be holding you back. Less coffee might actually help you lose weight. It's true - and what I want to do in today's episode is help you find what is true for you: does coffee make you gain weight? is coffee helping your weight loss efforts? would you be better off with less coffee? are you ok right where you're at? how can you minimize the negative effects of caffeine? We'll talk about the impacts of coffee & caffeine on your hormones, how to know if you're having too much and simple changes you can make to enjoy your coffee without compromising your weight loss goals. I've also linked to some super helpful resources below including one of my favorite coffees, a high-quality water filter and some books about understanding the impact of things like coffee on your hormones. http://primalpotential.com/162-does-coffee-make-you-gain-weight/ Does Coffee Make You Gain Weight? Let me first say that there is no one set answer for everyone. The goal of this podcast episode is to help you find YOUR answer because I am certain your body is telling you! Caffeine from coffee, tea, sodas or any source drives your body's stress response by increasing the stress hormone cortisol. Your answer is going to depend on your body's unique ability to metabolize caffeine, your sensitivity to stress and your baseline cortisol level. Here are some signs that your stress response system might be on overdrive and you could benefit from dialing back your caffeine (coffee): Feeling "wired but tired" - exhausted but unable to turn off your mind or slow down your thoughts enough to sleep Trouble falling asleep or staying asleep Anxiety Heightened emotional responses Cravings for sugar, starch or sweets, especially after a meal Irritability Overeating in response to stress Caffeine consumption triggers the production of cortisol by your adrenal glands. It also suppresses the production of adenosine, which helps you stay calm and depletes your "feel good" chemicals like serotonin. When we chronically elevate cortisol, we can see the following impacts: Reduced metabolic rate Increased carbohydrate cravings Increased belly fat storage Blood sugar instability Increased hunger There are also important considerations regarding the quality of the coffee you drink. When the water in our coffee or the coffee itself contains toxins, that impairs fat loss. Here are some recommendations to improve the quality of your coffee: Use a water filter (my recommendation is below under "Resources") Buy single origin coffee Avoid drinking decaf coffee (it has more toxins) Resources Aquasana Counter Top Water Filter Kicking Horse Coffee The Hormone Reset Diet (Book) The Hormone Cure (Book) Episode 046: Water Quality

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  • 02:09:14

    Bandana Blues #604 Summertime Coffee

    · Bandana Blues, founded by Beardo, hosted by Spinner

    show#604 08.16.15 Spinner Celebrates Summer & Beardo Serves Coffee Little Johnny Clark - Black Coffee - Sherwood 45 RPM (1:52) Big Sugar - Sugar in My Coffee from Five Hundred Pounds [Jive] 1995 (5:07) Jeremy Vasquez - Ronnie Shellist - I Like My Coffee from Chicago Sessions (3:22) Madeline Bell & the Swingmates - black coffee from Have you met Miss Bell? 1993 (5:51) Eric Clapton - Run Home to Me from Back Home 2005 (6:18) Delbert McClinton - All There Is of Me from Nothing Personal 2001 (5:36) Boyd Small - It's Safe to Say from Four + One 2002 (4:02) Boyd Small - Coffee Time from This Time No Lies 1998 (3:00) Chris James/Patrick Rynn - Mister Coffee from Stop and Think About It 2008 (4:44) Deb Callahan - Coffee Grind from If The Blues Had Wings 2002 (3:25) Bradley's Circus - Wasteland from Bang Bang Wa Wee's 2011 (5:02) The Hoax - Swallow My Pride from Sound Like This 1994 (10:01) Magic Dick - Iodine in My Coffee from Bluestime 1994 (4:15) Hollywood Blue Flames - Coffee Grindin' Man from Road to Rio Disc 1 2006 (3:12) John Hiatt - How Bad's the Coffee from Beneath This Gruff Exterior 2003 (3:56) Maurizio Pugno - Kill the Coffee from Kill the Coffee 2010 (4:05) Danny Overbea - Forty Cups Of Coffee from The Chess Story 1947-1975 (1952-1954 Part One) 1999 (3:11) Big Joe Williams - Coffeehouse Blues from 55 Years of Blues 2008 (3:25) Bare Bones Boogie Band - Black Coffee from Tattered & Torn 2013 (4:23) Guy Forsyth - Thibideaux Furlough from Can You Live Without 1999 (5:09) Mama's Boys - Depending on You from Pinch That Snake 2001 (7:15) Jean Jacques Milteau - What a Wonderful World from Blue 3rd 2003 (4:04) Mariëlla Tirotto & The Blues Federation - Black Coffee from Dare To Stand Out 2011 (5:37) The Delta Sonics - Coffee from Live at Lincoln's 2012 (4:28) Andy J. Forest Band - Coffee Blues [*] from Cat on a Hot Tin Harp 1997 (4:07) Guitar Shorty - Coffee & Cigarettes from I Go Wild 2001 (4:36)

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  • 00:25:43

    Red Cliff Coffee: Talking With Derek Kirk About Chiang Rai's Most Delicious Export (2.17)

    · The Bangkok Podcast | Expat Life In Thailand Via Expats from Canada & America

    So a guy from Alaska who owns a coffee plantation in Hawaii hires a guy from Indiana who’s living in Thailand to help him grow coffee. There’s no punchline. Just a great episode of the Bangkok Podcast! (Direct download .mp3) (Direct download .mp3) After Evo explains why he was in Finland and gives us a crash course on world travel expos (like Matka 2017) and blogger conferences (like NBE Finland), and Greg runs down his recent motorbiking misadventures in Chiang Rai, we get down to business. What business? Serious business. Coffee.   Greg had a conversation with Derek Kirk, a fellow expat who manages a coffee plantation that puts out Red Cliff Coffee, a personal favorite of Greg’s that Evo needs to try. Starting as an English teacher, Derek fell in love with Northern Thailand and wanted to find a way to stay. In his spare time, he started working with coffee farmers from the Akha Hill Tribe. Some of them had recently started planting coffee as a cash crop but didn’t have much experience. Derek made the decision to learn as much as he could about coffee production, vowing to return to Northern Thailand and spread that knowledge. He moved to Kona, Hawaii, became a sponge for coffee knowledge, and brought 10,000 trees back to Thailand to start his enterprise. The beans that come from this experiment are, in his opinion (backed up by Greg’s insatiable appetite), the best beans grown in Thailand, far outpacing the standard Thai coffee fare. More importantly, coffee -- quality coffee -- is giving a huge economic boost to the region. As evidence; other farmers in the village are seeing the success of their neighbors and getting in on the action, and small vendors on the side of the road in heavily Thai areas -- even outside of Bangkok -- are selling quality cappuccino for 55 baht. Not great news if you want cheap coffee. But outstanding news if you -- like us -- appreciate a quality cuppa and wish to see it spread.But don’t think this is the story of one (more) farang coming in and taking over from the locals. Yes, Derek did inject some know-how into the system, but the farmers producing coffee are doing so on their own terms, on their own land, and producing their own product. Now that’s social entrepreneurism at work! Love, Loathe, or Leave? For our North American friends, we give you the lowdown of 7-11, which is *much* more than just a convenience store in Bangkok: It’s a way of life. Not surprisingly we love 7-11 if only because it’s so ingrained into society here in the Big Mango. But there is one aspect we rather loathe. You’ll have to listen to find out. Want more? Drop us a line over at  bangkokpodcast.com, or leave a review for us on iTunes or Google Play. Oh, and we have a Facebook page! You can even Tweet to the show @bangkokpodcast or us personally at @bkkgreg or @evoterra. We’ll see you next week on The Bangkok Podcast!

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  • 00:54:55

    #100 Coffee Titan Dan Cox on Caffeine, Coffee, and Mycotoxins – Podcast

    · Bulletproof Radio

    After more than two years The Bulletproof Executive Podcast has reached its 100th episode! And who better to have as a guest for this milestone than coffee titan and caffeine-expert, Dan Cox? If there is anyone alive today that can spit coffee talk more articulately or with more authority, we’d like to hear from him or her. Dan’s historical knowledge of coffee-for-consumption is unrivaled and his grasp of coffee culture today is paramount in the industry. In our centennial episode you will discover things abut coffee that I bet you didn’t know, like: the amount of effort it takes to test for mycotoxins in coffee, the current state of coffee brands in America, and what the future of our coffee consumption looks like. This old-school coffee mafia knows his stuff and presents a refreshingly humble take on these little seeds that make such a big impact on our lives. Thanks for listening and cheers to 100 more episodes!  Dan Cox is the Owner and President of Coffee Enterprises and a connoisseur of all things coffee. He was one of the first American’s to pass the rigorous Q Grader Exams of which there are only 1,000 worldwide. Dan is a leading authority on the Specialty Coffee Industry and brings to bear 32 years of practical experience in management, roasting, cupping, product development, and marketing. He received the prestigious honor of a Lifetime Achievement Award from the Specialty Coffee Association of America, and is also the Founder and President of Grounds for Health, a nonprofit bringing health care to women in coffee producing countries. He is a coffee titan like no other, although he would never agree with the designation.  

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  • 00:39:30

    #36 Bulletproof Coffee with Dave Asprey

    · Live to 110

    Dave Asprey talks to me about how you can bulletproof your coffee with...his Bulletproof Coffee. There are molds and mycotoxins lurking in your coffee that may be giving you headaches and brain fog! I learned so much about coffee and how to improve my morning cup of joe.  Transcript Click here to view the full transcript for #36 Bulletproof Coffee with Dave Asprey. What is Bulletproof Coffee? The concept of Bulletproof Coffee is about using the highest quality coffee and adding brain enhancing fats to the coffee. Dave uses the lowest toxin, highest performance coffee there is (he knows, because he created it and tested it!), brews it, and then blends unsalted grass-fed butter into it, along with an extract of coconut oil that improves brain energy. Yes, butter. It makes for the creamiest, most satisfying cup of coffee you’ve ever had. It will keep you satisfied with level energy for 6 hours if you need it. And if you have it for breakfast, you will be programming your body to burn fat for energy all day long! Bulletproof Coffee Recipe Download the Bulletproof® Coffee recipe card Start with 1 cup (8 oz.) filtered water, just off the boil. Measure 2 1/2 heaping tablespoons freshly ground Bulletproof® Upgraded™ Coffee beans (approximately 2 rounded tablespoons per 6 oz. water) and brew strong black coffee using your favorite coffee brewing method. (Why this is important) Pour in 1 teaspoon Bulletproof® Upgraded™ Brain Octane™ or Bulletproof® Upgraded™ MCT Oil (build up to 1-2 tablespoons over several days). Add 1 tablespoon grass-fed, unsalted butter or ghee (build up to 2 tablespoons or much more over several days). Mix in a blender for at least 20 seconds until the drink is frothy and looks like a creamy latte without a film of oil on the surface. About Dave Asprey Dave Asprey, founder of Bulletproofexec.com, is a Silicon Valley investor and technology entrepreneur who spent 15 years and over $300,000 to hack his own biology. Dave lost 100 pounds without counting calories or excessive exercise, upgraded his brain by more than 20 IQ points, and lowered his biological age while learning to sleep more efficiently in less time. Dave has cultivated the idea of being “Bulletproof”, the state of high performance where you take control of and improve your biochemistry, your body, and your mind so they work in unison, helping you execute at levels far beyond what you’d expect, without burning out, getting sick, or allowing stress to control your decisions. It used to take a lifetime to radically rewire the human body and mind this way, if you were lucky enough to even know it was possible. Technology has changed the rules. Dave founded The Bulletproof Executive to make these breakthroughs – and the body and brain you deserve — easily available to you in your everyday life. “One of the greatest pleasures of sharing this information on The Bulletproof Executive is the opportunity to provide proven guidance and helpful products to millions of people. It is rewarding to hear the incredible stories of how our readers simultaneously improve their performance, lose weight, and become more productive! People have more potential than they realize, and being in the Bulletproof state unlocks that potential. Because my strengths, failures, and growth have become solutions to other peoples’ problems, I am honored to share these solutions.” – Dave Asprey Find Dave Asprey Bulletproofexec.com  If you’re enjoying the Live to 110 podcast, please leave Wendy a review in iTunes. Thanks!  

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  • 00:22:18

    Episode 12: Pronouns - Just look at yourself

    · Radio Arlecchino: Italian Grammar and Culture Podcast

    asset title: Episode 12: Pronouns - Just look at yourself filename: ra_12.mp3 track number: 12/22 time: 22:18 size: 18.30 MB bitrate: 112 kbps In Episode 12, Just look at yourself, we continue our study of pronouns with reflexive pronouns, which are used with verbs where the action is reflected back onto the subject. We will also talk about the interesting metamorphoses that take place when two pronouns occur with one verb. Two esteemed pronoun experts will be joining us, Dottor Ballanzone, of course, and Dr. Prunella Pronominetti from the Grammar Abuse Society! Let's listen!Dialog: ItalianIl Dottore, per i Verbi PronominaliDottore: Salve, gentili ascoltatori! Mi trovo qui nello studio oggi per svolgere un compito molto piacevole: quello di sottolineare quanto vi divertirete, quando vi sarete impadroniti dei Verbi Pronominali. Infatti, è quasi impossibile esprimersi bene nella nostra favella senza di essi. Non fermatevi ora! Continuate ad imparare, a coniugare... soprattutto questi bei Verbi Pronominali che si offrono ora alla vostra riflessione. Guardatevi allo specchio e ditevi: 'Proprio oggi mi metto a parlare con tutto il potere dei Verbi Pronominali! Me lo raccomanda il bravo Dottore, che si specializza in queste cose, ergo, devono essere buoni!' In speculo non pulchritas -- sed veritas!Dialog: EnglishThe Dottore, for Pronominal VerbsDottore: Hail, kind listeners! I'm here in the studio today to perform a very pleasant task: that of emphasizing how much fun you will have when you have mastered the Pronominal Verbs. In fact, it is almost impossible to express oneself well in our tongue without them. Don't stop now! Continue to learn, to conjugate... above all these fine Pronominal Verbs which are offered now for your reflexion. Look at yourselves in the mirror and say to yourselves: 'This very day I shall begin to speak with the full power of the Pronominal Verbs! The good Dottore recommends it, the Dottore who specializes in these matters, ergo, they must be good!' In speculo non pulchritas -- sed veritas! Dialog: ItalianIl Dottore, per il Caffè ChiarezzaDottore: Signori e Signore! Studenti e studentesse! Alti e bassi, belli e brutti, venite, ascoltate, imparate! Eccola, eccola, eccola! La sostanza quasi magica, senz'altro deliziosissima, che rende ogni mattina più che tollerabile! Chi di voi mi aiuterà a fare la prova? Lei, signore? No? Lei, signorina?Colombina: Dottore! Buon giorno, Dottore! Ma Lei che cosa sta facendo qui?Dottore: Sssshhhhh... Colombina, ti prego, fai finta di non conoscermi! Dai, aiutami... Brava, signorina, mi dica, per favore, come comincia la sua giornata tipica?Colombina: Beh, insomma, prima di tutto, mi sveglio...Dottore: Si sveglia! Ottimo! La signorina si sveglia. E si alza, non è così?Colombina: No, cioè non mi alzo subito... preferisco dormire ancora qualche minutino... mi piglio ancora dieci, quindici minuti di pace e riposo prima di alzarmi.Dottore: Si piglia ancora un quarto d'ora di beato sonno! Brava! E poi...Colombina: Mi alzo, sì. Mi metto l'accappatoio, mi lavo la faccia.Dottore: La signorina si alza, si veste e si lava! Brava, brava...Colombina: Mi guardo allo specchio, e... e...Dottore: Si guarda allo specchio e.. come si sente?Colombina: Mi sento... mi sento come se avessi una nebbia densa intorno alla testa...Dottore: Ho capito! Tutti ci siamo sentiti così, la mattina presto, non è vero? E ci dica, signorina, come si libera da questa nebbia mattutina?Colombina: Bene, io, come tanti altri, mi preparo un buon caffè ...Dottore: Si prepara un buon caffè! Brava, brava! E quale caffè usa Lei, signorina?Colombina: Io? Beh, io, a casa, c'ho il caffè Valazza.Dottore: Ah-ha! Il caffè Valazza ce l'ho anch'io, qui! Vediamo adesso se sa riconoscere il caffè che, secondo Lei, lei beve ogni mattina!Colombina: Oh!Dottore: Ecco tre caffè diversi. Uno, e solo uno, è il suo caffè Valazza. Lo saprà distinguere dagli altri? Venga, signorina, li assaggi e ci dica, qual è il caffè che secondo Lei, è quello più delizioso, più profumato, più capace di distruggere quella nebbia mattutina!Colombina: Eh ... volentieri ...Dottore: Ecco la prima tazzina! Coraggio, assaggi pure. Come lo trova?Colombina: Oh! Questo caffè è troppo forte!Dottore: Avete sentito? Questo caffè è troppo forte! Forza, avanti! Prego, signorina, ecco la seconda tazzina! Assaggi! Come lo trova?Colombina: Oh! Questo caffè è troppo debole!Dottore: Avete sentito? Questo caffè è troppo debole! Ora ci resta solo questo, l'ultima tazzina! Assaggi! Come lo trova?Colombina: Oh! Mmmmmmm ... Aaaaaahhhh ... Questo è il caffè che fa per me! È perfetto!Dottore: Avete sentito? Questo è il caffè che fa per lei! Il caffè perfetto! Signorina, crede che questo sia il Suo caffè Valazza?Colombina: Non lo so, ma è squisito! Me ne offre ancora un pochino, Dottore?Dottore: Ha, ha! Pazienza, signorina. Vediamo prima quale caffè è stato troppo forte ... Ecco ... Caffè Valazza! Troppo forte il Caffè Valazza!Colombina: Oh!Dottore: Vediamo ora quale caffè è stato troppo debole ... Ecco ... Caffè Valazza Light! Troppo forte il Caffè Valazza Light!Colombina: Oh!Dottore: Vediamo ora quale caffè è stato per - fet - to! Ecco ... Caffè Chiarezza! Il Caffè Chiarezza è il caffè che fa proprio per lei! Il caffè perfetto che distrugge la nebbia mattutina!Caffè Chiarezza -- chiaramente il migliore -- ve lo dice il Dottore!Grazie, Colombina, mi hai proprio salvato ...Colombina: Mi rallegro, Dottore!Dialog: EnglishThe Dottore, for Caffè ChiarezzaDottore: Ladies and gentlemen! Students! Tall and short, handsome and homely, come, listen, learn! Here it is, here it is, here it is! The almost magical substance, certainly scrumptious, that makes every morning more than tolerable! Who among you will help me to prove it? You, sir? No? You, miss?Colombina: Dottore! Good day to you, Dottore! But what are you doing here?Dottore: Sssshhhhh ... Colombina, I beg of you, pretend not to know me! Come on, help me ... Fine, miss, tell me, please, how does your typical day begin?Colombina: Well, I mean, first of all, I wake up...Dottore: You wake up! Excellent! The young lady wakes up! And then you get up, don't you?Colombina: No, that is, I don't get up right away ... I prefer to sleep for another little minute or two ... I grab myself another ten, fifteen minutes of peace and rest before I get up. Dottore: You grab yourself another quarter hour of blessed sleep! Fine! And then...Colombina: I get up, yes. I put on my robe, I wash my face.Dottore: The young lady gets up, she gets dressed, she washes up! Fine, fine...Colombina: I look at myself in the mirror and ... and ... Dottore: You look at yourself in the mirror... and how do you feel?Colombina: I feel ... I feel as though I had a dense fog about my head ...Dottore: I understand! We have all felt that way, early in the morning, isn't it true? And tell us, miss, how do you free yourself of that morning fog? Colombina: Well, I, like so many others, I make myself a good cup of coffee. Dottore: You make yourself a good cup of coffee! Fine, fine! And what coffee do you use, miss?Colombina: Me? Well, me, at home, I have Caffè Valazza.Dottore: Ah-ha! I too have Caffè Valazza right here! Let's see now if you can recognize the coffee that you say you drink every morning!Colombina: Oh!Dottore: Here are three different coffees. One, and only one, is your own Caffè Lavazza. Will you be able to distinguish it from the others? Come, miss, try them and tell us, which is the coffee that according to you, is the most delicious, the most capable of destroying that morning fog!Colombina: Eh ... gladly ...Dottore: Here's the first little cup! Now then, go ahead and try it! How is it?Colombina: Oh! This coffee is too strong!Dottore: Did you hear? This coffee is too strong! Onward, now! Here, miss, the second little cup! Try it! How is it?Colombina: Oh! This coffee is too weak!Dottore: Did you hear? This coffee is too weak! Now we have but one left, the last little cup! Try it! How is it?Colombina: Oh! Mmmmm .... Aaaahhh ... This is just the coffee for me! It's perfect! Dottore: Did you hear? This is just the coffee for her! The perfect coffee? Miss, do you believe that this is your Caffè Valazza?Colombina: I don't know, but it's exquisite! Won't you offer me a little bit more, Dottore? Dottore: Ha, ha! Patience, Miss. Let's first see which coffee was too strong ... Behold ... Caffè Valazza! Too strong: Caffè Valazza!Colombina: Oh!Dottore: Let's see now which coffee was too weak ... Behold ... Caffè Valazza Light! Too weak: Caffè Valazza Light!Colombina: Oh!Dottore: Let's see now which coffee was perfect! Behold... Caffè Chiarezza! Caffè Chiarezza is just the coffee for her! The perfect coffee that destroys the morning fog!Caffè Chiarezza -- clearly the best -- the Dottore says so! Thank you, Colombina, you've really saved me ...Colombina: I'm glad, Dottore!

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  • 00:26:37

    The truth about coffee and its impact on your health

    · Beyond Wellness Radio

    The truth about coffee and its impact on your health – Podcast #75 Get Show Updates Here: http://www.beyondwellnessradio.com/newsletter You-tube Podcast Subscribe: http://www.youtube.com/subscription_center?add_user=justinhealth Show Transcription: http://www.justinhealth.com/the-truth-about-coffee-and-its-impact-on-your-health-podcast-75/ Dr. Justin Marchegiani and Evan Brand begin the interview with how you can stick to your goals then proceed with a talk regading the truth about coffee and its impact on your health. Learn all about coffee, its benefits and all the good stuff you can get from it. Find out how coffee can stimulate you and the amount of coffee that you should be drinking. Discover what kind of coffee you should go for and what’s the best time to drink coffee. Also in this interview, you can learn about what nutrients can be found in coffee. Did you know you can take a magic carpet caffeine ride? There are also some things you can add to your coffee to make it better, so listen to this podcast to find out what they are. In this episode, topics include: 3:24 About coffee 6:00 Different kinds of coffee 7:24 Nutrients in coffee 8:45 When to drink coffee 15:00 Benefits of drinking coffee Write us a review: http://www.beyondwellnessradio.com/itunes Visit us at: http://www.beyondwellnessradio.com Have a question: http://www.beyondwellnessradio.com/question

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  • 01:11:18

    KTTS 060 : Hanna Neuschwander : Serving the Coffee Plant : Exploring the science and sustainability of the coffee plant and the major role coffee shops play in securing it's future

    · Keys To The Shop : Podcast for the Coffee Service Professional | Barista | Management | Leadership | Career | Business

    Without the coffee plant we have no coffee industry. The sustainability of coffee plants, farms, and farmers is the cornerstone of what we do and determines everything in regards to what is possible in coffee quality. This week we get to learn from Hanna Neuschwander, Director of Communications at World Coffee Research about the history and current state of both coffee plant and what part the coffee retailer has played, and can play, in shaping its development. There are many challenges that threaten coffee's future, but the more the two ends of the supply chain work together the more likely it is that those challenges will be overcome  Enjoy! LINKS BELOW www.worldcoffeersearch.org Re:Co talk (Seed as Technology): https://www.youtube.com/watch?v=NtCftF-agJI WCR Annual Report: https://worldcoffeeresearch.org/work/annual-report-2016/ WCR Coffee Varieties Catalog:  https://worldcoffeeresearch.org/work/annual-report-2016/ SCA report on farm profitability: http://www.scanews.coffee/2017/10/16/new-report-farm-profitability-launched-avance-guatemala/ www.coffeeinstitute.org Email: chris@keystotheshop.com    

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  • 00:30:01

    E61 | Thankful Coffee 2.0

    · The Coffee Podcast

    E61 | Thankful Coffee 2.0 RTD GREEN COFFEE COLD BREW   Daily Coffee News (Howard Bryman)RTD Cold Coffee Startup Sunup Revolves Around Green, Unroasted Coffee   WILL COFFEE BECOME EXTINCT?   World Coffee Research (Tim Schilling)WILL THERE BE ANY COFFEE LEFT IN 100 YEARS?   SUMATRA AND CLIMATE CHANGE   Daily Coffee News (Florent Gout)   Empty Cherries: The Impact of Climate Change in Sumatra   Agrimoney (Shweta   Indonesian coffee exports tumble close to 4-year low Follow us on Instagram @TheCoffeePodcast Send us messages or podcast ideas at www.TheCoffeePodcast.org

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  • Radio Lingua Update January 2016

    · Coffee Break French

    Feliz año nuevo, buon anno,  bonne année und ein frohes neues Jahr to the entire Coffee Break learning community around the world. We hope that 2016 is a happy, healthy and successful year for you, and that you have many opportunities to put your language skills to use over the coming months. We’re delighted to bring you this update from Radio Lingua at the beginning of 2016. We’ve had a very busy holiday period with the launch of our new Coffee Break Academy website and the Coffee Break French and Spanish Masterclass programmes, but more about that a bit later. Looking back at 2015 Let’s begin by taking a look back at 2015 and what it meant for Coffee Break language learners. We completed our fourth season of Coffee Break French and we launched our fourth season of Coffee Break Spanish last year. We also introduced a brand new language with Coffee Break Italian, along with our children’s show High Five French. Over the year we delivered over 21 million free language lessons and this means that on average over 59,000 lessons were downloaded every day. In other words, language learners around the world downloaded 41 of our lessons every minute of 2015. What’s coming in 2016 We spent much of last year producing new content for this coming year: we’ve been filming and recording in Spain, France and Germany for new and existing projects. We can’t say too much about some of these projects just yet, but you can look forward to exciting, new content and we’re sure you’ll enjoy continuing your learning journey with us. Coffee Break Spanish Season 4 continues with episode 21 released on 27th January. We’ll be launching the second of our Coffee Break French Season 4 Companion ebooks in the next few weeks. We’re excited to be releasing our brand new video course High Five Spanish for younger learners in the summer. We had planned to record the final section of Coffee Break Italian Season 1 in Italy earlier this month but unfortunately this visit had to be postponed. We’ll be publishing some top-up episodes to help our Italian learners keep up their skills until we can rearrange the visit to Francesca’s homeland. And finally, we can confirm that there will be new Coffee Break German content in 2016! The Masterclass Our biggest news is the launch of our special 12-month course for intermediate learners of Spanish and French, the Coffee Break Masterclass. We’ve built a brand new website, the Coffee Break Academy, where you can join the Masterclass and become a master of the language. We’ve been listening very carefully to your feedback and have put together this innovative course which combines our regular, structured audio lessons with challenges, tasks and a discussion area. There are already many members interacting every day in the Masterclass forums, practising what they’re learning in the audio lessons and completing our challenges and exercises. Each month there’s a new module, and you’ll receive lessons every 3 or 4 days. We’ll deliver everything straight to your inbox and the best thing about the Masterclass is that it starts when you’re ready for it. So if you join today you will receive your orientation module and lesson 1, then lesson 2 will follow in a few days’ time. The feedback so far on the Masterclass has been fantastic and we’re very excited to be supporting our intermediate learners in this way. We firmly believe that learning a language can be done effectively in your 20-minute coffee break, or indeed on a run, on your commute to work, or while you’re doing the household chores. The secret is in making your downtime your “do” time, so if you’d like to take your French or Spanish to the next level, head over to the coffeebreakacademy.com. Los geht’s – c’est parti – empecemos ya – cominciamo! We hope you’re as excited as we are as we begin a new year of language learning!

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  • Coffee Talk: The 16 Best Coffee Experiences Around The World : Zero To Travel Podcast

    · Zero To Travel Podcast : National Geographic Type

    In this episode of the Zero To Travel Podcast, I sit down with Travis and Jason from Extra Pack of Peanuts to talk coffee! On our travels around the world, we've had the pleasure of going to lots of different coffee shops and bars in many different places. In this episode, we share our top 16 coffee experiences around the world. So, if you're a coffee lover, listen in to find out where you should get your caffeine fix when you're on the road. You will learn: Jason and Heather’s coffee origin stories Jason and Heather’s top 16 coffee bars and shops around the world Why coffee is good for you Travis’ favorite hot chocolate, snack, and dessert experiences Resources Mentioned Extra Pack of Peanuts Roasty Coffee The Paradise Pack Distractify Coffitivity Epic Bike Rides The Top 16 Breweries in America Top 16 Favorite Sweet Treats Lights! Camera! Switzerland! Ultimate Travel Coffee Kit To listen to past episodes, go to ZeroToTravel.com/Shows and ExtraPackOfPeanuts.com/Pods. The post Coffee Talk: The 16 Best Coffee Experiences Around The World : Zero To Travel Podcast appeared first on Zero to Travel.

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  • RHR: All About Coffee

    · Revolution Health Radio

    I can say I drink coffee for three reasons: One, because it's delicious and I love the smell and the ritual of it. The whole preparation that I go through is a ritual, and I really believe in the importance of those kinds of rituals, and I think we lack them in our culture. Number two, coffee is associated with numerous health benefits in the scientific literature, and that may come as a surprise to some people listening. And number three, when I drink it, it doesn't interfere with my sleep or HPA axis function. In this episode, we cover: 2:00  What Chris ate today 6:52  The research on coffee 16:50  Coffee intake considerations Links we discuss Prostate cancer: lower risk of prostate cancer, inverse association with advanced prostate cancer. Breast cancer: caffeinated coffee intake may be associated with lower risk of postmenopausal breast cancer. Liver cancer: habitual coffee drinking is associated with a significantly lower risk of liver cancer in Japanese population. Other cancers (gastric, colorectal): varied results; but often complicated by higher rates of smoking in coffee drinkers. Cirrhosis of the liver: 1-2 cups of coffee per day protects against cirrhosis. Parkinson’s: higher coffee/caffeine intake is associated with a significantly lower incidence of Parkinson’s. Weight management: coffee consumption reduces weight gain and improves blood sugar control. Type 2 diabetes: increasing coffee consumption by 1.5 cups a day reduces the risk of type 2 diabetes. Metabolic syndrome: coffee consumption is negatively associated with metabolic syndrome. Periodontitis: coffee consumption is inversely associated with severe periodontitis. Inflammation: coffee consumption has beneficial effects on inflammation and HDL cholesterol.

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  • 00:30:11

    E104 | Coffee News 1.0

    · The Coffee Podcast

    This episode covers current events and topics relayed to coffee. Wondering about the world's most expensive cup? We cover it. New buyouts? You should be in the loop. A little climate change? Gotta talk about it. Keep up to date, coffee lovers.References:Daily Coffee News (Nick Brown) — Klatch Offering the $601 Per Pound Coffee for $55 Per CupLos Angeles Magazine (Brittany Martin) — Only 250 Cups of This Rare Coffee Will Be Sold in the U.S.—All of Them at One SoCal CafeForbes (Marissa Conrad) — This Is the World's Most Expensive Cup of Coffee, Says California RoasteryDaily Coffee News (Nick Brown) — IKEA to Begin Selling Coffee as Part of Multiyear Uganda CommitmentBloomberg (Olivia Zaleski) — Nestle Is Said to Pay $425 Million to Buy Blue Bottle CoffeeBloomberg (Edvard Pettersson) — Toxic Java? California Law Carries Big Fines, Little EvidenceNew York Times (Somini Sengupta) — How Climate Change Is Playing Havoc With Olive Oil (and Farmers)TheCoffeePodcast.orgInstagram @TheCoffeePodcastTwitter @TheCoffeePodcas

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  • 00:33:19

    #151: Unusual Methods to Find Outstanding Coaches

    · The Three Month Vacation Podcast: Online Small Business|Marketing Strategy Plan| Sean D'Souza | Psychotactics

    How do you find a good coach? We've all done courses that have been a waste of time, money and energy. Yet, finding a great coach isn't easy, is it? There doesn't seem to be any way to know in advance how good (or bad) a coach will be. Or is there? There are a few benchmarks that make the difference between average and special coaches. And strangely, your first point of due diligence is located right on the sales page in the testimonial section. In this episode Sean talks about Factor 1: Look for the “End Point” in the testimonials Factor 2: Why you need to focus on the next play Factor 3: The Rollercoaster Design Training System Read it online: Unusual Methods to Find Outstanding Coaches ------- I wanted 200 gm of coffee. The Russian behind the counter was only willing to sell me 50 gm. My idea of a great coffee, was instant coffee, Nescafé to be precise. At which point I was introduced to New Zealand's amazing coffee culture. To improve my coffee taste buds, I first  moved to a slightly fancier brand; a Dutch barista-style coffee called Moccona. It consisted of coffee granules in a reasonably sized jar. However, that wasn't enough. My journey to becoming a coffee-snob involved buying a pack of pre-roasted coffee called Gravity. Shortly after, I ran into the Russian. The Russian ran a boutique roasting company not far from my house When I needed coffee, I'd go over and order about 200 gm (about 7 ounces). Until the day he decided not to sell me that quantity. He was only willing to sell me 50 grams (about 2 ounces). “You live close by,” he said. “What's the point of buying coffee and letting it oxidise for the whole week? When you're out of coffee, you come back and take the next 50 gm.” A good coach is like my Russian coffee “dealer”. Good coaches know that you can't consume massive amounts at one go, and so they slow you down so that you get a far deeper, richer experience. Over the years, I've had the luxury of having good coaches. Coaches that take speed up your progress. And there are also the bad coaches, who in their own way, teach you what good coaching is all about. In this series, we'll take a look at how you pick a good coach that moves you forward on the journey from a “Nescafé” to a delicious “brew of excellent coffee”. In this series, we'll cover three factors that will help you spot good coaches. Factor 1: Look for the “End Point” in the testimonials Factor 2: Focus on the next play Factor 3: Rollercoaster design Factor 1: Look for the “End Point” in the testimonials If the sky is filled with cirrus clouds, what will the next 24 hours bring? Cirrus clouds are those feather-like clouds you see high up in the sky. In fact they're so high up at 20,000 feet that they're composed exclusively of ice-crystals. But here's an interesting fact: if you see a sky filled with cirrus clouds, you'll get rain and cooler, if not cold weather within the following 24 hours. What's fascinating about this fact is that almost all of us have seen those fairy-like cirrus clouds, because they can cover up to 30% of the Earth's atmosphere at a time. Even so, we've missed the obvious—that rain and cold soon follows. Missing the obvious is something we tend to do a lot when trying to find the right coach—or even the right course to attend—online or offline. And that obvious fact is in the most obvious place of all, in the testimonials. Almost every coach or coaching system will have testimonials, and it's through scanning the testimonials that you're likely to find a lot of incredibly valuable information. But what does a mere testimonial reveal? Here are just some of the things you should look out for in the testimonials. Let's say you joined a class to learn to make sushi. When you finish the class, what would you expect to be able to do? Silly question, isn't it? Almost all of us would “want to make sushi”. That's why we joined the class, and that would be the end point, wouldn't it? Which means that as you scanned through the testimonials, you should see row upon row of words talking about how the attendees were able to make flawless sushi. In fact, we'd be a little concerned if we didn't see testimonials with a clear end result. Yet when we sign up for courses, we don't bother to check the fine print of the testimonials Let's say the course makes some bombastic claim like how you can treble your client list in 60 days. Now we know what to look for in the testimonials, don't we? The testimonials should talk about how everyone (yes, everyone) saw a 300% jump in client growth. Instead, you rarely see any talk about 300% growth. Most of the testimonials seem to talk about the amazing quality of the videos, about the stunning modules in the course or how the person conducting the course is a great teacher. Almost none of the clients talk about the fact that their list numbers have gone up 300% or more. And if such a testimonial does sneak in, it's probably just one of the many testimonials that seem to say little or nothing. The reality is that every client should reach a clear “End Point” If you're about to sign up with a coach, your goal is not vague, is it? Which is why if you run into a coaching program, whether it be offline or online, ask to see the testimonials or reviews. Peer carefully through them and you'll find the first clue to locating a coach that's focused on results instead of just another barrage of information and blah-blah. But that's just one of the points to look for, in a good coach. The second is “the focus on the next play”. What's the next play all about? Factor 2: Focusing on the “next play” Think of a GPS for a moment and you'll get an idea of how a coach tends to work. A GPS knows your starting point, and knows where you need to go. Yet, at all times, the GPS is tracking where you are. It's focused on your current situation and the the traffic that's building up or easing around you. Good coaches are like walking-talking GPSs themselves They are focused on the next turn, not something that is going to come down the road. They have that end point in mind, but right now the only thing that matters is the next left or right turn; the next play. One of my earliest coaches in New Zealand was Doug Hitchcock Doug was a coach who focused on the next play. He got me to do my goal setting and I wrote down half a million goals. Doug was the one who pulled me back and got me to get the tiny bit done, then the next and the next. “Keep to just three goals”, he'd say and then he'd get me to work on the first one. This concept of focusing on the next play is what I use today almost 17 years later. When I write an article, it's not about the article, it's about the stages of the article. First the idea, then the outline, bit by bit, play by play. When I look at projects that I haven't finished, it's because I didn't pay attention to Doug—and every brilliant coach's simple advice—focus on the next play. When looking for a coach look for someone who has a GPS-like functionality And to be like a GPS, that coach can't have too many clients. If you're considering a course where you can't see the number of likely participants, you're probably signing up for just another dose of information. A good coach is likely to have a fixed number of clients, not an endless number. You can't watch the next play of a client if you have 500, 200 or even 50 clients. That's just too much activity for a coach to handle and it's almost certain that many clients will simply slip through the net and not do as well as they hoped to do so. There's a difference between a rally and true coaching You wouldn't send your kid to a class with 200 other students—let alone 50 students. So why sign up for a coaching program like that yourself? If your goal is to hide among the other students, then it's a good strategy. However, if you want to dramatically move forward, find yourself a coach who can help you focus on your very next move. In my early twenties, a good friend of mine taught me to do the dance called the “jive” I wanted desperately to go out and dance well. My parents are great dancers, but that wasn't helping me at all on the dance floor. So great was my desperation that I joined a dance class, but I was just one of many at the class. Many sessions and months later I was no better than before. I have come to realise that the same story plays itself out for the all the classes where I failed. Whether it’s photography classes, the Spanish class, watercolours—pretty much every class where I hadn't learned skills was simply because I didn’t do my due diligence. In every situation, I was crammed in with others and the only goal of the coach was to get to the “End Point”. In every situation, the end point wasn't a clearly defined scenario, but merely a point where the class term ended. It's not like no attention was given to us at all, but it's impossible for a trainer to do what Doug Hitchcock did. Or to get the same level of support that Phelps got from Bob Bowman. Like a GPS, every turn is just as important as the final destination. And good coaches, pay close attention to these points. Even so, a great coach has one more trick up his or her sleeve. It's the system of “rollercoaster design”. Factor 3: Rollercoaster Design of Training My first tour of New York was done at a screaming pace. I was with my friend, Mark Levy, Author of “Accidental Genius”. Mark is a great guy, but he also wanted to make sure I didn't miss anything in New York. We set out early that morning from New Jersey and went through New York at breakneck speed. I guess I remember the day so very clearly even though it was back in 2004 because it was all go-go-go. A frenzied tour through a city, with no stops, is sometimes the way to go when you want to see all the sights and have little time. However, when you're looking for a coach, one of the main factors to watch for is what can be called the “roller coaster” learning design. So what is the roller coaster design? Even if you've never been on a roller coaster, you know somewhat how it operates. It sets off gingerly, then takes you up slowly and then throws you into a few screaming loops. What's important in roller coaster design is that there's a time to scream and a time to get your breath back. A coach should have “rollercoaster” modules in place when designing a training regime as well. Almost any skill acquisition will have really tough sections Which is why a coach must draw out the sequence of the course in advance. The coach or trainer must intersperse tough tasks throughout the training, but always go back to the easy wins. That way the person being coached doesn't feel like they're on the scream machine all the time. Too much screaming is terrible for learning, but then so is too easy learning. If there isn't a scream session, the roller coaster is not much of a roller coaster. And while not one of us wants to battle it out through a course, there are going to be tougher sections in any sort of training. Sections the coach needs to figure out well in advance. But it's not enough to have the roller coaster alone The training system needs to have some sort of breathing space as well. Let's say you're learning to write articles. The course may start out nice and easy but then run into some difficult concept. Concepts that may need more time, understanding and practice. Is there any leeway in the system or does the coach just barrel through? Is there room for an additional amount of practice? Can the coach take the participants on a detour for a while before getting back to the syllabus again? Most training rarely has any breathing space. Instead, it's just like the NY tour. The coach takes the clients at breakneck speed across from one point to another. And this need for getting mindlessly to the other point has real ramifications You find that people drop out at a high rate simply because they can't cope with the intensity. However, the impact has far greater implications than just dropping out of a course or training. If you drop out of enough Spanish classes, for example, you tend to get the erroneous idea that you were never meant to learn Spanish. Which is when the “give up” sign flashes madly in your rearview mirror. Granted, just putting in the roller coaster design isn't going to solve every problem. Clients can still go off track for many reasons, but having breathing space in terms of “easy assignments” as well as just “breathing space” to catch up, is critical. Which brings us to a crucial juncture about how to do our investigations about coaches It's easy enough to look at the testimonials for any coach. Almost every website will tend to have a string of testimonials that allow you to do your own due diligence. A quick look through the testimonials will clearly tell you whether there's an end point in place. But how do you find out about whether the coach has a next play or some sort of roller coaster design in place? Unfortunately, there's only one way to tell, and that way is to call or email some of the people who you see in the list of testimonials. The best way would be to e-mail them first, then get on the call and ask questions about how the course is conducted. Remember that what works for them won't necessarily work for you. If they became rich, famous or acquired skill, it doesn't mean you'll be bestowed with the same shower of goodness. Which is why you should stick to the questions that involve the structure of the training. The structure is what shows you whether this is just a random run of endless information from start to finish, or instead, a well-thought out, well-executed course. Finding a coach isn't easy. Finding a great coach is a lot harder. However, in a rush to grow our business or improve our skill, it's easy to avoid doing the appropriate amount of due diligence. Or we may simply not know what to look for in a good coach. Many elements mark a good coach, but the easiest way of all is to get to the website and look for the testimonials. Then once you're there, read between the lines and the story of the coach will reveal itself to you. One more thing: don't be afraid to bail out I once went for a community college photography class. No, I didn't do any due diligence. I figured it was just $200 or so for the tuition and I failed to do my homework. In the first session itself, the trainer went off on a tangent. He talked endlessly about his family, and we learned almost nothing about photography. I didn't go back again. My brother in law also signed up for the course with me. There wasn't any way to get a refund, so he continued to go for the rest of the sessions As it turned out, they were all a waste of time. Trainers tend to show their colours very early. Sloppy coaches are sloppy right from the very start. It's a good idea to bail out very quickly and to spend the time doing something else. Even with all the due diligence, you can make an error of judgment. However, once you've figured out your mistake, get out there quickly and use the time to learn something more constructive instead. Next Step: Have a look at—Good to Great: How To Take Your Small Business To Greatness    

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  • [Re-Release]#100: Free vs. Paid Product: Which One Works Better?

    · The Three Month Vacation Podcast: Online Small Business|Marketing Strategy Plan| Sean D'Souza | Psychotactics

    When you're giving away bonuses, it's easy to believe you don't need to give away your best product or service. The best information always needs to be sold—so you can earn a decent living. And yet, this podcast episode takes an opposite stance. You need to put your best stuff out in front—free. Yes, give away the goodies, no matter whether you're in info-products or content marketing; services or running a workshop. Giving away outstanding content is the magic behind what attracts—and keeps clients. -------------------- Resources To access this audio + transcript: http://www.psychotactics.com/100 Email me at: sean@psychotactics.com Twitter/Facebook: seandsouza Magic? Yes, magic: http://www.psychotactics.com/magic -------------------- In this episode Sean talks about Part 1: The Concept of Consumption Part 2: Why Package Your Free Content Part 3: Why You Must Feel Pain Right click here and ‘save as’ to download this episode to your computer. Useful Resources 5000bc: Where smart people come together to help each other honestly Goodies: How to design a visual “yes-yes” pricing grid for all your products The Brain Audit: Why clients buy and why they don’t -------------------- The Transcript “This transcript hasn’t been checked for typos, so you may well find some. If you do, let us know and we’ll be sure to fix them.” What are the three benchmarks that you need to create this magic? Many years ago when I started my cartooning career, I used to get all kinds of jobs. What I really loved was the plum jobs, the jobs where you had this fabulous stuff that you could do and used to get paid really well. I would spend hours and days and weeks doing those kinds of jobs. Then you had the recurring jobs. These were tiny cartooning assignments which didn’t pay very well, so I’d just work very quickly through them because well, they weren’t paying that much anyway. One day, my neighbor, who happened to be an art director of Elle Magazine, he stopped in and said, “Sean, why are you doing such a bad job with these cartoons? Why is it that this work looks so shoddy?” Of course I said, “Well, they don’t pay much.” He said, “I don’t really know how much they pay when I look at your work in the newspaper. I only look at the work and I say, ‘This work is shoddy. This work is sloppy. As a reader, I’m not supposed to know how much you get paid. I only see the end result.'” This is true for us as well. In today’s world, where we’re giving away free stuff, we look at the stuff we’re giving away and we think, “Wait, we need to put in all our efforts into creating great products and great services. But if it’s going to be free, then we need to pull back about it. We can’t put in all the effort into free.” My art director friend would tell you, “I don’t see it that way. It cannot be shoddy. It cannot be sloppy.” That’s what we’re going to cover today. We’re going to cover how you need to make your free product as valuable or even more valuable than your paid product. What are the three benchmarks that you need to create this magic? Part 1: The Concept of Consumption The first thing that we’re going to cover today is the concept of consumption. The second thing is how it needs to have that unhurried look, that unhurried texture, that unhurried feeling. Finally, we need to feel pain, real pain. Let’s cover these three topics. Let’s start off with the first topic, and that is one of consumption. In case you didn’t already know it, Netflix has been monitoring your behavior for a very long time. Netflix is big time into consumption. The reason for that is very simple. The more they get you to come back and watch serials and movies, the more likely you are to renew your subscription month after month, year after year. For ages, the television industry has suggested that the pilot episode is the most critical of them all. If someone watches the pilot episode, they’re going to watch all the rest, or at least that’s how the philosophy went until we ran into Netflix. Netflix started pinpointing the episodes for each show season in which 70% of all users went on to complete the entire series. Here’s what they found. When they looked at Breaking Bad, the hook was not episode number one; it was episode number two. When they looked at the prison comedy, Orange is the New Black, they found that episode number three was the one that made the difference. In some cases, it was episode number eight that made the difference; in some, four; in some, three; in some, five. What they found, however, was that people wanted to get to the end, and that if they got them to binge watch, they would watch all of them one after the other. What does this tell us about our clients? What does this tell us about our reports and our newsletters? It tells us that people are a lot more willing to give us a chance than we think, if we can get them to the end. This is why consumption becomes so critical. When you look at all of those signups, you know those little boxes that say just give me your name and your email address, and let’s do this quickly. Well, that’s not how people really behave. When you do the study, people behave differently. They want to consume stuff. They want to spend more time at your site. They want to read a little more before they commit. When you’re creating a product, maybe it’s just a report, maybe it’s an article, a series of articles, maybe it’s a webinar or a podcast, people will take their time. They will give you more than one chance. It’s not like you need to have a sloppy first time, but it’s not like you have to convince them either. Because they take their time. What you have the ensure is that they get from point A to point C at the very least. You have to get them through the stages. This is what we do with the Headline Report. When you get 2 Psychotactics and you subscribe to the newsletter, you get a headline report. It shows you how to write headlines, just taking three easy steps. But there is no hurry. You go through the introduction. It gives you the philosophy. Then it takes you to step one, and you’re able to create a headline, and then step two, and you’ll be able to create another headline, and step three and the third type of headline. In under ten minutes, you can create headlines just reading the report, but it gets you to the end. When you get to the end, you already have this superpower. You have this ability to write headlines, to figure out which headlines are missing those components. It’s complete. What’s happened there is it has been designed for consumption. It has been designed to make sure that the client gets that superpower, that ability to do something. When you look at a lot of the webinars online or the podcasts, a lot of the stuff is based on information. It is more and more and more information, but not stuff that you can directly apply. This is what we have to work at, because we’re not in the entertainment business like Netflix. Their goal is to make sure that you get to the end of the episode, of the next episode, and then right to the end of the series. They’re totally in the entertainment business, and we are in the information business, but we need to make sure that we’re not just giving information but we’re giving that client a superpower. We’re giving them the ability to write headlines. We’re giving them the ability to do something specific at the end of it. We need to start off with the end in mind. That’s probably what Netflix is doing anyway. They’re going, “What is the end point of this series?” That end point is then creating all of the series back to back so that you get hooked. You need to ask yourself that question as well. When you’re creating a report, when you’re creating an article, when you are doing anything that you’re giving away free, the shoddiness comes from the fact that you were just going to give away information, more information. In reality, if you think about it from a perspective of when they finish this, what superpower will they have, that changes everything doesn’t it? That makes your client more likely to binge read, binge listen, binge watch, whatever it is that you’re going to throw. Then the free becomes more important than the product itself because they haven’t paid for anything and they’ve got this value which they just didn’t expect. Consumption comes in very quickly and consumption becomes more critical than attraction and conversion, which gets bandied about all over the internet. You need to know how to attract. You need to know how to convert. Once you’ve gone through that, the third stage, consumption, that’s the most critical of all. You can start off with your free product or your report, or just about anything, as long as you know what is the end in mind and how will it help the customer get to that end and have the superpower. That brings us to the end of this first section. Let’s go to the second section. Part 2: Why Package Your Free Content Let’s explore why your free product content needs to look very unhurried, and yet, very unpackaged. On Fridays, something very strange happens at our café. The usual baristas disappear and someone else takes their place. Now it bugs me when baristas get changed on Friday, because you’re starting to settle in, you’re starting to relax a bit, and then your whole routine has changed because of this change in barista. Anyway, this new barista, she’s making the coffee and she places it in front of us. She goes away and the café is reasonably quiet, almost too quiet for a Friday. She comes over and she’s asks for my opinion. She’s says, “How did you find the coffee?” Of course I’m the wrong person to ask for an opinion because I will give it. She’s standing there for about 20 minutes listening to what I have to say, because I’m telling her how I evaluate the coffee. The way I evaluate coffee is I look at the barista themselves and I look at how they’re dressed. Maybe this is just me, but every time I see an untidy-looking barista, I get bad coffee. The first thing I’m looking for is how tidy does the barista look. Then the second thing I’m looking for is how tidy does my cup of coffee look. Is there art on it or is it just coffee in a cup? Before I’ve even tasted the coffee, I have a pretty good idea whether the coffee is going to be good or bad. Then of course there are variables; that can be humidity, the temperature of the milk. There are so many variables in the coffee, but at the very core I’m looking for this unhurried professional cofee that comes out in the midst of a deadline. This is what your client is looking for as well. They’re looking for this report, this article, this information that is unhurried. They know that you’re busy, but they don’t care. They’re the clients. They want this product or this service to look professional long before they open it. Packaging becomes very critical, and packaging needs to look unhurried. It needs to look like someone has spent a little time despite the deadline. You see this a lot in Japan. I have mentioned this before on the podcast, that Japan is probably the best place in the world to buy pretty much anything. You can go to the smallest store and ask for food, and you’ve seen how sushi and sashimi has been packaged. It’s always very cleanly packaged. There’s this design element around it. You can go and buy some sweets. You can go and buy a little pendant. You can buy pretty much anything in Japan and you get packaging. You get this look of unhurriedness. When you have this product, whether it be a webinar or a podcast, you need to feel that packaging. What sets off that packaging? For instance, in this podcast. The story that starts up right at the beginning, that tells you that some amount of research has gone into the whole Netflix story. The fact that there are three points that we’re going to cover, that tells you that’s a very clear outline. This is like the barista. You’ve not really listened to the episode yet, but you get this feeling. You get this feeling that there is a logic and there is work put into this, and it’s unhurried. That is what is critical, because it sets you up for the rest of the binge listening or the binge reading or the binge experiencing. You can tell the difference between a great presenter and a crappy presenter. You can tell the difference between a good writer and a bad writer. There’s always this factor of unhurriedness. We need to get the client to feel this packaging long before they get to the meat of the content. Netflix, their research has shown exactly that: that clients are willing to go the distance before they decide this is really good or this is really crappy. We will walk into cafes and look at the barista, and either stay or walk out. It’s based on this factor of unhurriedness. How do they present themselves? How do they present their coffee? It’s the same thing for your product. You cover your introduction, your structure. That needs to be very clear before I get into the meat of the matter. That’s what you really need to work on. That’s what makes the difference between a free product and a paid product. It needs to look like a paid product. It needs to look like something you paid a lot of money for, and yet you got it free. Now you don’t have to spend months and years working on this free product, but make it tidy. This takes us to the third part, which is the pain that you must feel when you’re giving away your free product. Part 3: Why You Must Feel Pain As you know, I like to cook Indian food. Two dishes that make me very happy are butter chicken and a dal. A dal is a lentil, by the way. If you were to ask me to give away the butter chicken or the dal, I would hesitate. Now I like them both as much, but I like one better than the other. Well, not really, but here’s the thing. I still would hesitate to give away the chicken, the butter chicken. That’s the kind of dilemma that you’re dealing with. You’re dealing with a situation where you’ve got this really good stuff and you’re not really that keen on giving it away. You think maybe it would be a good idea to give away something that is not quite so salable. Because when you look at what you’ve done, you’ve spent a lot of time and effort, and somehow it seems like a shame to just give it away. You’ve got to feel that pain. You really have to feel that pain, because when you feel that pain, that’s when you know that the client is going to feel wow, this is amazing. It’s almost too easy to give away something that is not quite up to that standard. You know the standard. It doesn’t matter where you are in life, you know your standard and you know what’s possible, and you know your best. When you’re giving away your best, you feel that pain. I remember the time I went and met a friend of mine. He is a world-class watercolorist. He had just finished a workshop in Auckland. Of course we met, we had a beer, etc. After that, he gave me one of his sketches. He just pulled it out from his bag and he gave it to me. What did I do with the sketch? I look at it, I said thank you, I took it home. Do you think it was his best sketch, his best watercolor? Of course not. It was just something that he was doing, just a rough sketch. It stayed around the office for a while, and then it went under the bed. Then I don’t even know where it is anymore. Now, even if he were listening to this podcast, he would not know that I’m referring to him, because I know quite a few watercolorists. If you’re a watercolorist and you gave me a painting, there’s a pretty good chance that I don’t know where it is right now because it wasn’t your best. This is the whole point. When you give away stuff, give away the best stuff, or at least part of the best stuff. Now we sell a course called the Pre-Sell Course. This teaches you how we sell our courses, how we sell our workshops, how we sell our products. We sell our products faster than pretty much anyone on the internet. Courses that cost $3,000, in 20 minutes the course is full. No strategic alliances, no ads, no joint ventures, no nothing. How do we do it in 20 minutes? The Pre-Sell Course shows you that. It’s not cheap; it’s almost $400. But we wanted the audience, our members, our subscribers, to understand how powerful this course was. What we did was we sliced it up into about a fifth of the course and gave it away. You know someone wrote back to me and said, “You know, I didn’t buy the rest of the course, but just using that one-fifth, I was able to launch a product very successfully.” Are you thinking what I’m thinking right now? We’re giving away stuff that is so powerful that the client might not even need to come back for some more, but they will come back. That’s what we’ve found consistently. We’ve found that when we give away stuff which is useful, that is consumable, that is powerful, the client comes back. Because that’s what happens in real life when you give away a sample. Something that’s amazingly tasty, it’s not like the diner goes away and just doesn’t come back. We’ve found time and time again, and this isn’t the Pre-Sell Course by the way … There’s a whole section on sampling. It talks about how sampling increases sales by 200, 300, 400%. It’s incredible. I didn’t think that sampling could do that, but it does it. There are statistics to prove it. But if the sample itself is not so powerful, not so outstanding, why is the client going to buy a product or service from you in the future? Summary This brings us to the end of this podcast. We covered three things. The first thing was the factor of consumption. You need to get the client from one point the other. Interestingly, as we saw in Netflix, it doesn’t matter. You don’t have to speed up the process. You don’t have to get people to sign up right away. They read, you know? They read a little bit. They read the introduction. They look at how it’s constructed. That takes us to the second one, which is your packaging needs to be great and unhurried. It’s like every time we go to the café, we look at the barista and we say, “How are they? Are they neat? How’s the coffee presented? Is it perfect?” That’s how you know you’ve got a great coffee. That’s how you know you’ve got a great product. Finally, you have to feel that pain when you’re giving away your product. If you don’t feel that pain, it’s like giving away the dal instead of the butter chicken. It’s not that the dal is bad; it’s just that the butter chicken, well, you would rather be eating it yourself, right? What is the one thing that you can do today? The one thing that you can do today is to look at whatever you’re giving away and see is it built for consumption. Can they go from A to B to C and then have that superpower? If no, then you’re just giving information. We don’t need more information. We’re done with information. Just give me some skill that I can sort out in the next ten minutes, or 15 minutes, or 20 minutes, whatever, but quickly. We’re done with this podcast episode. I store all my podcast ideas in Evernote, so if you’ve got some ideas, some questions you want to ask me, send them to sean@psychotactics.com, or on Twitter @Sean D’Souza, and Facebook at Sean D’Souza. If you’d like to join us at 5000bc.com, then please do so. It’s a place where introverts gather, and we talk and we discuss, and there’s a huge amount of information. I’m there 17,000 times a day answering questions, writing articles in response to your questions. It’s a cool place to be. Still Reading? Now that you understand why free products need to be better than paid products or services, do you know how to price your products? Here is a detailed visual “yes-yes” pricing grid, to help you—Dartboard Pricing: Yes and Yes Grid. You’ll see how to construct the pricing grid (it’s easy), and then you can adapt the concept on your own slides, pricing sheets, or website. And yes, increase your prices! (http://www.psychotactics.com/cb)    

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  • 00:30:06

    E39 | Coffee Lore: Freezing Coffee & The Halo Effect

    · The Coffee Podcast

    E39 | Coffee Lore: Freezing Coffee & The Halo Effect In this episode, Wes and Jesse talk up freezing your coffee. Is it a myth, is it a mere coffee legend? What does freezing coffee have to do with preserving freshness? Wes heads up the discussion of sustainability by bringing "The Halo Effect" into the conversation.   REFERENCES: Scientific Reports: The effect on bean origin on grinding roasted coffee (Open Article) Times: Science Finally Figured Out How to Make Coffee Even Better (Megan Lasher) NCA: How to store coffee Planetary Design: AirScape   Follow us on Instagram @TheCoffeePodcast Follow us on Twitter @TheCoffeePodcst Click through our website www.TheCoffeePodcast.org Continue the conversation by #TCPe39

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  • #62: Why Free Products Need To Be Better Than Paid Products or Services

    · The Three Month Vacation Podcast: Online Small Business|Marketing Strategy Plan| Sean D'Souza | Psychotactics

    When you're giving away bonuses, it's easy to believe you don't need to give away your best product or service. The best information always needs to be sold—so you can earn a decent living. And yet, this podcast episode takes an opposite stance. You need to put your best stuff out in front—free. Yes, give away the goodies, no matter whether you're in info-products or content marketing; services or running a workshop. Giving away outstanding content is the magic behind what attracts—and keeps clients. --------------------ResourcesTo access this audio + transcript: http://www.psychotactics.com/62 Email me at: sean@psychotactics.com Twitter/Facebook: seandsouza Magic? Yes, magic: http://www.psychotactics.com/magic-------------------- In this episode Sean talks about Part 1: The Concept of ConsumptionPart 2: Why Package Your Free ContentPart 3: Why You Must Feel PainRight click here and ‘save as’ to download this episode to your computer.  Useful Resources 5000bc: Where smart people come together to help each other honestlyGoodies: How to design a visual “yes-yes” pricing grid for all your productsThe Brain Audit: Why clients buy and why they don’t  -------------------- The Transcript “This transcript hasn’t been checked for typos, so you may well find some. If you do, let us know and we’ll be sure to fix them.” What are the three benchmarks that you need to create this magic? Many years ago when I started my cartooning career, I used to get all kinds of jobs. What I really loved was the plum jobs, the jobs where you had this fabulous stuff that you could do and used to get paid really well. I would spend hours and days and weeks doing those kinds of jobs. Then you had the recurring jobs. These were tiny cartooning assignments which didn’t pay very well, so I’d just work very quickly through them because well, they weren’t paying that much anyway. One day, my neighbor, who happened to be an art director of Elle Magazine, he stopped in and said, “Sean, why are you doing such a bad job with these cartoons? Why is it that this work looks so shoddy?” Of course I said, “Well, they don’t pay much.” He said, “I don’t really know how much they pay when I look at your work in the newspaper. I only look at the work and I say, ‘This work is shoddy. This work is sloppy. As a reader, I’m not supposed to know how much you get paid. I only see the end result.'” This is true for us as well. In today’s world, where we’re giving away free stuff, we look at the stuff we’re giving away and we think, “Wait, we need to put in all our efforts into creating great products and great services. But if it’s going to be free, then we need to pull back about it. We can’t put in all the effort into free.” My art director friend would tell you, “I don’t see it that way. It cannot be shoddy. It cannot be sloppy.” That’s what we’re going to cover today. We’re going to cover how you need to make your free product as valuable or even more valuable than your paid product.What are the three benchmarks that you need to create this magic? Part 1: The Concept of Consumption The first thing that we’re going to cover today is the concept of consumption. The second thing is how it needs to have that unhurried look, that unhurried texture, that unhurried feeling. Finally, we need to feel pain, real pain. Let’s cover these three topics. Let’s start off with the first topic, and that is one of consumption. In case you didn’t already know it, Netflix has been monitoring your behavior for a very long time. Netflix is big time into consumption. The reason for that is very simple. The more they get you to come back and watch serials and movies, the more likely you are to renew your subscription month after month, year after year. For ages, the television industry has suggested that the pilot episode is the most critical of them all. If someone watches the pilot episode, they’re going to watch all the rest, or at least that’s how the philosophy went until we ran into Netflix. Netflix started pinpointing the episodes for each show season in which 70% of all users went on to complete the entire series. Here’s what they found. When they looked at Breaking Bad, the hook was not episode number one; it was episode number two. When they looked at the prison comedy, Orange is the New Black, they found that episode number three was the one that made the difference. In some cases, it was episode number eight that made the difference; in some, four; in some, three; in some, five. What they found, however, was that people wanted to get to the end, and that if they got them to binge watch, they would watch all of them one after the other. What does this tell us about our clients? What does this tell us about our reports and our newsletters? It tells us that people are a lot more willing to give us a chance than we think, if we can get them to the end. This is why consumption becomes so critical. When you look at all of those signups, you know those little boxes that say just give me your name and your email address, and let’s do this quickly. Well, that’s not how people really behave. When you do the study, people behave differently. They want to consume stuff. They want to spend more time at your site. They want to read a little more before they commit. When you’re creating a product, maybe it’s just a report, maybe it’s an article, a series of articles, maybe it’s a webinar or a podcast, people will take their time. They will give you more than one chance. It’s not like you need to have a sloppy first time, but it’s not like you have to convince them either. Because they take their time. What you have the ensure is that they get from point A to point C at the very least. You have to get them through the stages. This is what we do with the Headline Report. When you get 2 Psychotactics and you subscribe to the newsletter, you get a headline report. It shows you how to write headlines, just taking three easy steps. But there is no hurry. You go through the introduction. It gives you the philosophy. Then it takes you to step one, and you’re able to create a headline, and then step two, and you’ll be able to create another headline, and step three and the third type of headline. In under ten minutes, you can create headlines just reading the report, but it gets you to the end. When you get to the end, you already have this superpower. You have this ability to write headlines, to figure out which headlines are missing those components. It’s complete. What’s happened there is it has been designed for consumption. It has been designed to make sure that the client gets that superpower, that ability to do something. When you look at a lot of the webinars online or the podcasts, a lot of the stuff is based on information. It is more and more and more information, but not stuff that you can directly apply. This is what we have to work at, because we’re not in the entertainment business like Netflix. Their goal is to make sure that you get to the end of the episode, of the next episode, and then right to the end of the series. They’re totally in the entertainment business, and we are in the information business, but we need to make sure that we’re not just giving information but we’re giving that client a superpower. We’re giving them the ability to write headlines. We’re giving them the ability to do something specific at the end of it. We need to start off with the end in mind. That’s probably what Netflix is doing anyway. They’re going, “What is the end point of this series?” That end point is then creating all of the series back to back so that you get hooked. You need to ask yourself that question as well. When you’re creating a report, when you’re creating an article, when you are doing anything that you’re giving away free, the shoddiness comes from the fact that you were just going to give away information, more information. In reality, if you think about it from a perspective of when they finish this, what superpower will they have, that changes everything doesn’t it? That makes your client more likely to binge read, binge listen, binge watch, whatever it is that you’re going to throw. Then the free becomes more important than the product itself because they haven’t paid for anything and they’ve got this value which they just didn’t expect. Consumption comes in very quickly and consumption becomes more critical than attraction and conversion, which gets bandied about all over the internet. You need to know how to attract. You need to know how to convert. Once you’ve gone through that, the third stage, consumption, that’s the most critical of all. You can start off with your free product or your report, or just about anything, as long as you know what is the end in mind and how will it help the customer get to that end and have the superpower. That brings us to the end of this first section. Let’s go to the second section. Part 2: Why Package Your Free Content Let’s explore why your free product content needs to look very unhurried, and yet, very unpackaged. On Fridays, something very strange happens at our café. The usual baristas disappear and someone else takes their place. Now it bugs me when baristas get changed on Friday, because you’re starting to settle in, you’re starting to relax a bit, and then your whole routine has changed because of this change in barista. Anyway, this new barista, she’s making the coffee and she places it in front of us. She goes away and the café is reasonably quiet, almost too quiet for a Friday. She comes over and she’s asks for my opinion. She’s says, “How did you find the coffee?” Of course I’m the wrong person to ask for an opinion because I will give it. She’s standing there for about 20 minutes listening to what I have to say, because I’m telling her how I evaluate the coffee. The way I evaluate coffee is I look at the barista themselves and I look at how they’re dressed. Maybe this is just me, but every time I see an untidy-looking barista, I get bad coffee. The first thing I’m looking for is how tidy does the barista look. Then the second thing I’m looking for is how tidy does my cup of coffee look. Is there art on it or is it just coffee in a cup? Before I’ve even tasted the coffee, I have a pretty good idea whether the coffee is going to be good or bad. Then of course there are variables; that can be humidity, the temperature of the milk. There are so many variables in the coffee, but at the very core I’m looking for this unhurried professional cofee that comes out in the midst of a deadline. This is what your client is looking for as well. They’re looking for this report, this article, this information that is unhurried. They know that you’re busy, but they don’t care. They’re the clients. They want this product or this service to look professional long before they open it. Packaging becomes very critical, and packaging needs to look unhurried. It needs to look like someone has spent a little time despite the deadline. You see this a lot in Japan. I have mentioned this before on the podcast, that Japan is probably the best place in the world to buy pretty much anything. You can go to the smallest store and ask for food, and you’ve seen how sushi and sashimi has been packaged. It’s always very cleanly packaged. There’s this design element around it. You can go and buy some sweets. You can go and buy a little pendant. You can buy pretty much anything in Japan and you get packaging. You get this look of unhurriedness. When you have this product, whether it be a webinar or a podcast, you need to feel that packaging. What sets off that packaging? For instance, in this podcast. The story that starts up right at the beginning, that tells you that some amount of research has gone into the whole Netflix story. The fact that there are three points that we’re going to cover, that tells you that’s a very clear outline. This is like the barista. You’ve not really listened to the episode yet, but you get this feeling. You get this feeling that there is a logic and there is work put into this, and it’s unhurried. That is what is critical, because it sets you up for the rest of the binge listening or the binge reading or the binge experiencing. You can tell the difference between a great presenter and a crappy presenter. You can tell the difference between a good writer and a bad writer. There’s always this factor of unhurriedness. We need to get the client to feel this packaging long before they get to the meat of the content. Netflix, their research has shown exactly that: that clients are willing to go the distance before they decide this is really good or this is really crappy. We will walk into cafes and look at the barista, and either stay or walk out. It’s based on this factor of unhurriedness. How do they present themselves? How do they present their coffee? It’s the same thing for your product. You cover your introduction, your structure. That needs to be very clear before I get into the meat of the matter. That’s what you really need to work on. That’s what makes the difference between a free product and a paid product. It needs to look like a paid product. It needs to look like something you paid a lot of money for, and yet you got it free. Now you don’t have to spend months and years working on this free product, but make it tidy. This takes us to the third part, which is the pain that you must feel when you’re giving away your free product. Part 3: Why You Must Feel Pain As you know, I like to cook Indian food. Two dishes that make me very happy are butter chicken and a dal. A dal is a lentil, by the way. If you were to ask me to give away the butter chicken or the dal, I would hesitate. Now I like them both as much, but I like one better than the other. Well, not really, but here’s the thing. I still would hesitate to give away the chicken, the butter chicken. That’s the kind of dilemma that you’re dealing with. You’re dealing with a situation where you’ve got this really good stuff and you’re not really that keen on giving it away. You think maybe it would be a good idea to give away something that is not quite so salable. Because when you look at what you’ve done, you’ve spent a lot of time and effort, and somehow it seems like a shame to just give it away. You’ve got to feel that pain. You really have to feel that pain, because when you feel that pain, that’s when you know that the client is going to feel wow, this is amazing. It’s almost too easy to give away something that is not quite up to that standard. You know the standard. It doesn’t matter where you are in life, you know your standard and you know what’s possible, and you know your best. When you’re giving away your best, you feel that pain. I remember the time I went and met a friend of mine. He is a world-class watercolorist. He had just finished a workshop in Auckland. Of course we met, we had a beer, etc. After that, he gave me one of his sketches. He just pulled it out from his bag and he gave it to me. What did I do with the sketch? I look at it, I said thank you, I took it home. Do you think it was his best sketch, his best watercolor? Of course not. It was just something that he was doing, just a rough sketch. It stayed around the office for a while, and then it went under the bed. Then I don’t even know where it is anymore. Now, even if he were listening to this podcast, he would not know that I’m referring to him, because I know quite a few watercolorists. If you’re a watercolorist and you gave me a painting, there’s a pretty good chance that I don’t know where it is right now because it wasn’t your best. This is the whole point. When you give away stuff, give away the best stuff, or at least part of the best stuff. Now we sell a course called the Pre-Sell Course. This teaches you how we sell our courses, how we sell our workshops, how we sell our products. We sell our products faster than pretty much anyone on the internet. Courses that cost $3,000, in 20 minutes the course is full. No strategic alliances, no ads, no joint ventures, no nothing. How do we do it in 20 minutes? The Pre-Sell Course shows you that. It’s not cheap; it’s almost $400. But we wanted the audience, our members, our subscribers, to understand how powerful this course was. What we did was we sliced it up into about a fifth of the course and gave it away. You know someone wrote back to me and said, “You know, I didn’t buy the rest of the course, but just using that one-fifth, I was able to launch a product very successfully.” Are you thinking what I’m thinking right now? We’re giving away stuff that is so powerful that the client might not even need to come back for some more, but they will come back. That’s what we’ve found consistently. We’ve found that when we give away stuff which is useful, that is consumable, that is powerful, the client comes back. Because that’s what happens in real life when you give away a sample. Something that’s amazingly tasty, it’s not like the diner goes away and just doesn’t come back. We’ve found time and time again, and this isn’t the Pre-Sell Course by the way … There’s a whole section on sampling. It talks about how sampling increases sales by 200, 300, 400%. It’s incredible. I didn’t think that sampling could do that, but it does it. There are statistics to prove it. But if the sample itself is not so powerful, not so outstanding, why is the client going to buy a product or service from you in the future? Summary This brings us to the end of this podcast. We covered three things. The first thing was the factor of consumption. You need to get the client from one point the other. Interestingly, as we saw in Netflix, it doesn’t matter. You don’t have to speed up the process. You don’t have to get people to sign up right away. They read, you know? They read a little bit. They read the introduction. They look at how it’s constructed. That takes us to the second one, which is your packaging needs to be great and unhurried. It’s like every time we go to the café, we look at the barista and we say, “How are they? Are they neat? How’s the coffee presented? Is it perfect?” That’s how you know you’ve got a great coffee. That’s how you know you’ve got a great product. Finally, you have to feel that pain when you’re giving away your product. If you don’t feel that pain, it’s like giving away the dal instead of the butter chicken. It’s not that the dal is bad; it’s just that the butter chicken, well, you would rather be eating it yourself, right? What is the one thing that you can do today?The one thing that you can do today is to look at whatever you’re giving away and see is it built for consumption. Can they go from A to B to C and then have that superpower? If no, then you’re just giving information. We don’t need more information. We’re done with information. Just give me some skill that I can sort out in the next ten minutes, or 15 minutes, or 20 minutes, whatever, but quickly. We’re done with this podcast episode. I store all my podcast ideas in Evernote, so if you’ve got some ideas, some questions you want to ask me, send them to sean@psychotactics.com, or on Twitter @Sean D’Souza, and Facebook at Sean D’Souza. If you’d like to join us at 5000bc.com, then please do so. It’s a place where introverts gather, and we talk and we discuss, and there’s a huge amount of information. I’m there 17,000 times a day answering questions, writing articles in response to your questions. It’s a cool place to be. If you would like to meet us live at a workshop, then there’s a storytelling workshop in Nashville, Tennessee, and in Amsterdam, which is in The Netherlands. You can find out more about this on psychotactics.com/story-telling-workshop. Be sure to read The Brain Audit before you arrive, because The Brain Audit is compulsory for any course that you do with Psychotactics. Yes, it’s a barrier, and we’re happy to keep that barrier in place. You will find The Brain Audit a tremendous read. It is really fun to read and to understand how people think. That’s me, Sean D’Souza, saying bye for now. Bye bye. Still Reading? Now that you understand why free products need to be better than paid products or services, do you know how to price your products? Here is a detailed visual “yes-yes” pricing grid, to help you—Dartboard Pricing: Yes and Yes Grid. You’ll see how to construct the pricing grid (it’s easy), and then you can adapt the concept on your own slides, pricing sheets, or website. And yes, increase your prices! (http://www.psychotactics.com/cb)    

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