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Earlier this week, I shared a new video called Lambo Goal. I talk about my big dreams, my friend Matt and I share some huge aspirations, and we inspire you to set bigger goals than you’ve ever dared.
But that’s not the crazy part. I setup a website called LamboGoal.com and shared the video saying, “If you’re not inspired by this video, I’ll send you $5.” I’m dead serious.
There’s no joke about it. I honestly believe so strongly that this video will be life-changing, that I’m willing to pay real money to anyone who doesn’t believe in me.
It sounds crazy (probably because it is), but in this podcast episode I take you behind the scenes on why I’m doing it. I explain the 3 reasons I’m doing it from a marketing perspective as well as answer a bunch of questions about the Lambo Goal.
- 02:02 Sean: Today we’re going to talk about paying my haters cold, hard cash.
- 02:09 Ben: “That’s not what one normally does with their haters.”
- 02:12 Sean: Typically, not. Here’s a little bit of back story: I put out a video this week called Lambo Goal with Matt for an episode of seanwes tv. It’s about an hour and 20 minutes long.
- 03:06 It was epic. It was life-changing stuff—like the bigger goals episode (Related: e068 You Have One Life – Set Bigger Goals). That’s the most popular episode of the show. It got everyone fired up and it’s the most downloaded. The people that heard it were inspired by it and we basically expanded on that. Matt is doing the Lambo Goal with me and for those who haven’t heard it—go back and listen to e068 and get inspired. The Lambo Goal is that I want to buy a Lamborghini Aventador—my dream car—in cash. It’s a $400,000 car but I’m only going to do it when it’s 10% of my money.
- 04:04 Ben: “You were talking about the Lambo Goal as not actually having to be a Lamborghini. It doesn’t necessarily have to be a car, it just has to be something big. Something that’s huge and even feels unattainable to you right now. Matt is actually doing the Lambo Goal with you.”
- 04:26 Sean: He is. We did a whole episode on it. I decided, instead of just putting up a video once we get to the goal and explaining how we got there, I wanted to document the journey along the way. I want to invite you inside the mindset before we achieve the goal so you can see how were thinking and what we’re doing. I want you to see the behind-the-scenes business stuff and what we we’re working on.
- 05:00 We plan on doing these longer-form episodes together at least a few times a year. I decided to get LamboGoal.com to essentially have a blog series that will give a picture of the journey. The idea is once we get there, people will say, “How did you get a Lamborghini? Why do you have a Lamborghini? This is weird. Who does this?” and I can direct them to LamboGoal.com so they can go all the way back to the beginning and see what this is all about. They can see all the crazy ideas, how we were thinking, and how we were setting big goals before we ever got there.
- 05:54 That was the plan. We made the video, put it up, I got LamboGoal.com—it was originally just going to be a collection of blog posts—and then in the shower I got this idea. You know how you get your great ideas in the shower?
- 06:35 The idea was: I would pay my haters. I would basically say, “If you’re not inspired by this video, I will pay you $5.”
- 06:50 Ben: “Okay, so $5 for one person is not a lot of money but there a lot of haters out there, Sean.”
- 06:59 Sean: Here’s my thoughts behind it and the 3 reasons I’m doing it:
- 07:05 Watch the Lambo Goal video on LamboGoal.com. It is life-changing. If it doesn’t change your life, you get your money back. People are saying, “I can’t get my money back if I didn’t pay you anything.” I know but I’m still going to send you $5. It’s win-win for you. You can’t lose here. Your life is either changed or you get paid for the time that you wasted.
- 07:27 The Lambo Goal video is already epic so I could have just shared that and it might do well but good content alone doesn’t go viral. It doesn’t spread. There has to be something, there has to be a twist, there has to be a story around it and this is what marketers have been trying to exploit for forever. They want to craft something that’s going to go viral. There’s entire agencies around trying to create this. First of all, it’s a story. By saying, “If you’re not inspired by this video I’ll pay you $5,” people will say, “What video? What’s a Lambo Goal? Pay me $5? What?”
- 08:05 Even if you’re not a hater, you’re intrigued. You want to check it out, you’ve got to see what this video is. It hooks people, it gets them in, and then they watch it. I don’t get anything out of this. Honestly, it’s just the degree to which I lose money. It’s not like I could get people to pay me or anything but my mindset is:
- 08:34 Basically, part one: I have this good hook which is if you’re not inspired, I pay you $5. It’s crazy. It’s absurd. People are like, “This doesn’t make sense.” I know it doesn’t make sense, which is hopefully why it’s going to work.
- 08:55 In order to collect the money, someone has to fill out a form and confirm they’ve watched the whole video. They must also type out the words, “I don’t believe you’ll achieve your goal.”
- 09:09 Ben: “They have to type those words exactly?”
- 09:11 Sean: Yeah, it’s a conditional form. It checks to see if you actually type that and then the Pay Me $5 button will come up. I’m going to get form submissions in my email and it says, “Incoming Haterade from [Name],” and in every single one of those messages, it will say, “I don’t believe you will achieve your goal.” That fires me up.
- 09:43 Ben: “That’s not a discouragement to you?”
- 09:46 Sean: No, it motivates me.
- 09:48 Ben: “I guess because it’s coming from haters and it’s got a negative message, that fires you up and makes you feel like, ‘I’m going to show them.’
- 10:20 Sean: I honestly don’t know how much I’m going to pay. I thought about doing 24 hours because I was scared and I decided to go until the end of the week so when this episode goes out, you have until midnight, Central Time, today to submit.
- 10:39 Ben: “Wait, so it’s not like an on-going thing?”
- 10:43 Sean: Right, it’s not for forever.
- 10:57 Ben: “I was so worried, Sean because, man, those haters. Do they have to prove they watched the video?”
- 11:08 Sean: Yes, they have to answer a question. In that video, I help people set a really big goal and then go even bigger than that and put together a series of action steps. I tell them to write down a certain number of ideas. From the drop-down, they have to select the correct number of ideas that I told them to write down. I’m not going to pay them unless they get it right. They have to actually watch the video. I’ll pay them $5. I’ll pay them real money. I’ll send it to their Paypal account but they have to at least watch that video.
- 11:58 I don’t know how crazy it’s going to be. I don’t know if I’ll pay people hundreds or thousands but whatever it is, you better believe that I’m going to achieve that goal. I’m not going to pay haters hundreds or thousands of dollars and not achieve my goal.
- 12:15 Once I pay my haters, I now have a second story. Picture this headline: “I paid my haters [X] dollars because they weren’t inspired by this video.”
- 12:31 Ben: “At the end of the campaign, are you going to actually let people know how many haters you had to pay?”
- 12:37 Sean: That’s my point, the second story will be, “I paid my haters [X] dollars because they weren’t inspired by this video.” Now tell me you don’t want to watch that video. Think of it as an advertising or marketing budget but it’s creating something viral that will be shared.
- 13:02 Step 1 is to make something epic, which I’ve done. Most people stop there and I was inclined to stop there because this is incredibly life-changing. This video will alter the way you think about big goals. This will take whatever you thought was big and multiply it by many factors. It’s something that’s inspiring but I’m taking it to the next level.
- 13:28 Ben: “Yeah, I really appreciate that you require them to prove they watched the whole video. I was able to sit in for some of that episode when you broadcasted it live. It was really inspiring. I know on the surface, this idea of a Lamborghini being a goal might seem to some people like such a material thing or that it’s shallow but I understand the person behind that goal. I know what you’re about.
- 14:12 “I get that. I hope other people look past the surface of what they see and get to hear that message.
- 14:55 “In marketing, if you were to put out a video that said, ‘I want you to dream bigger for yourself and here’s a video about it,’ that’s not going to grab people’s attention. I think what you’re doing is really grabbing them.”
- 15:05 Sean: This is how confident I am in the Lambo Goal. After filling out the form, they come to this confirmation page and it says. “Hate Confirmed. I’m processing these manually so I appreciate your patience. True to my word, I will pay you. I hope this $5 helps you out, I really do. I hope getting someone on the internet to pay you for being a hater isn’t the greatest accomplishment of your life and I mean that. I hope you come back. I hope you remember the Lambo Goal and you Google that one day years from now to see whatever happened to that guy. Whatever you’re going through, I wish you the best. I’m just another human on the internet with real struggles just like you but maybe I can make a difference.”
- 15:58 I sign it with, “P.S. Please note I’m unable to provide Lamborghini rides to haters I’ve paid. The $5 I sent you is non-refundable, I apologize for any inconvenience.”
- 16:10 Ben: “If I were a person that had enough hate to fill this form out and received the $5 payment, you’re saying that in the future if I went back to LamboGoal.com and I was like, ‘Wow he really is doing this. I believe in him,’ and I wanted to send the $5 back, you will not accept it?”
- 16:37 Sean: No, I will not. All you can do is pay it forward. At that point, all you can do is inspire someone and pay them $5 because I won’t take it back. It’s non-refundable. I’m truly sorry for the inconvenience.
- 16:53 Ben: “Is there something that person can do to earn a ride in your Lambo once again?”
- 17:03 Sean: I’m sorry, policies. They traded it for $5. It’s like selling your soul. You sold your ticket. If you’re listening to this, you have a ticket to ride in the Lamborghini. Once you trade that in for $5 that’s it. You’re done. You have to buy your own.
- 17:23 Ben: “I like that the CEO said, ‘Policies.’
- 17:26 Sean: More likely than not, that $5 they get is the biggest accomplishment of their life so I’m happy to give them the $5. Think about it, Ben: if you could spend $5 and give someone the biggest accomplishment of their life, wouldn’t you do it?
- 17:43 Ben: “Yeah, it would be a shame not to.
- 17:59 “I feel like you could read that one way or the other. You could read that and feel like, ‘You know, he’s right. Maybe I’m being a hater. Maybe I’ve made my life about this thing and it’s time to put it down,’ or they’ll read it and they’ll be really angry. They might think, ‘This guy is a jerk for calling me a hater.'”
- 18:36 Sean: Then I’ll pay them $5. Dead serious. Go to LamboGoal.com and watch the video. If you think, “This guy is dumb,” I’ll pay you.
- What Is Your Angle?
- 19:04 Ben: “Paying your haters $5 seems like a potentially huge investment. I know that you make investments on things you believe will turn a profit for you. You invest in things that will prove useful for future endeavors so I want to know what your angle is.”
- 19:36 Sean: The angle is Relationship Marketing. I’m paying to create a story because who is not going to remember this? My goal is that I don’t want you to quit on your big goals because you’ll remember, “Sean is paying people who discourage him. How can I quit?” I’m doing this for you, I’m not doing it for the haters. That’s the hook. That’s the story.
- 21:36 I’m creating this story to bring more people in who will buy into what we’re about. It’s building the audience, the community of people around this. It’s all a long-term play. Everything is a long-term play.
- 21:58 Ben: “What does that accomplish for you in the long-term? Are you talking about the seanwes Community or something bigger than that?”
- 22:11 Sean: Certainly the seanwes Community but even just the community of people who collectively listen to the podcast, watch seanwes tv, or subscribe to the newsletter.
- 22:27 Ben: “I guess if more people means you’ll have even more influence. Influence doesn’t necessarily mean more money, though. You’ll have to eventually monetize that. It seems like you’re investing a lot with this campaign and you’re not planning on seeing returns from that for a while.”
- 23:02 Sean: From a very straight-forward marketing perspective, I have certain funnels in place. You bring people in, they subscribe, they get a lot of value, then they’re able to purchase something—get to the next level. That might be a keychain, a poster, or a shirt. It might be joining the Community. It might be buying Learn Lettering. It might be buying my new Value Based Pricing course.
- 24:00 That’s an example of a way that I can make money. Not everyone is going to buy something from me. In the Lambo Goal video, we talk about how being around people with the bigger goals mindset is so critical to being able to accomplish your goals and set bigger goals. That’s why I created a safe space in the YouTube video comment section. In the YouTube comments for that video, you’ll see people leaving their Lambo Goal and other people encouraging them. It’s this positive feedback loop.
- 25:24 Ben: “I have a large family and our needs are specific right now so that shapes the kind of goals—both short-term and long-term—that I have. That’s not to say that a Lambo couldn’t be part of my overall goals but I’m thinking about my audience. I want my audience of people who are trying to balance business with raising a family, to grab a hold of this idea of dreaming bigger for themselves also. I’m trying to take great care with the way I communicate that from my platform to my audience.
- 26:04 “It’s such a cool thing to see so many people sharing the things they hope to accomplish and the goals they aspire to reach but even safer than that—free from trolls and haters—is the seanwes Community. That’s a place where you can be surrounded by like-minded individuals. They’re there to help you if you slip and start falling back into a Scarcity Mindset. They can remind you that we dream bigger here and not to be scared away from your goals.”
- 27:05 Sean: You just came up with our new Community tagline: “We dream bigger here.”
- Do You Have A Goal After The Lambo Goal?
- 27:28 We have a question from Sarah. She says, “Do you already have the next goal set after the Lambo?” The answer is no. I don’t because I like to focus. The Lambo Goal is what it’s about. In order to buy a $400,000 car in cash when it’s 10% your money you need $4 million. I’m nowhere close to that because my money is invested in my business right now. In order to get to that point, you have to have the $4 million goal.
- 28:21 If I didn’t have that goal, then eventually I would make it to $1 million and probably feel pretty good about myself because that’s an accomplishment. That’s a lot of money. At that point I might be willing to rest on my laurels. If the goal is $4 million, you’re just like, “Hey $1 million!” as you drive by, waving. We’re shooting bigger here. My goal is the Lambo Goal. That’s where I want to get and after that I’ll set a new goal.
- What If My Goals Clash With My Spouse’s Goal?
- 29:26 Other people have been asking, “What does Laci, [my wife] think about the Lambo Goal?” She said, “I’m really supportive of it but I’m not sure how it aligns with my goal to live somewhere like New York City someday. It might mean I have to set my goal aside.”
- 30:04 Ben: “What do you think about that?”
- 30:05 Sean: I think if we end up wanting to live in New York City and I have a Lamborghini, because the Lambo Goal is so far beyond what it actually costs to have a Lamborghini, I’ll have the money to pay whatever absurd amount it costs to have a garage in NYC.
- 30:38 The point is though, she is supportive and I’m supportive of her goals. I have this goal but, just like with everything else, we see everything as a challenge. If a goal of hers is to live in New York City, then we see that as a challenge. Instead of, “Oh my gosh, we have a Lamborghini! We can’t live in New York City!” it’s, “We have a Lamborghini. You have this goal of wanting to live in New York City someday. That’s a challenge. How can we make this happen?”
- Writing It Down
- 33:21 In the Lambo Goal video, I say to come up with your goal, go even bigger, then I say write down a certain number of things that will make you money that will get you one step closer to that goal.
- 34:32 In the chatroom, Brent says, “Thinking outside the box, what are a few examples for the list-of-things-to-make-money part of Lambo Goal?”
- 35:05 I don’t know if I should do someone the disservice of telling them what these ideas should be. Part of it is the sweat of coming up with those ideas. Making that list and going, “I don’t know what else I can do to make money!”—that’s the hard part. That’s the difference between people who have Lambo Goals and people that don’t have Lambo Goals.
- What If The #PayingMyHaters Campaign Fails?
- 35:50 What do you think about this, Ben? Do you think I’m crazy?
- 35:53 Ben: “Yes, in the best way possible.”
- 35:56 Sean: Okay, well I think that’s what you said about the Learn Lettering launch which I can accept. I think I’m kind of crazy too. Laci thinks I’m a little bit crazy. She was somewhat concerned and I wasn’t sure if I should tell her. I told her that this is one those things that sound absurd right now—which is kind of the point—but after the fact, if it works, it will seem genius.
- 36:27 Ben: “Sane is boring. You can do okay being sane but crazy is so interesting. Whether I’m someone who follows your steps or I’m someone watching from the sidelines, you’ve got my attention.”
- 36:58 Sean: That’s a good point. The attention is the main thing.
- 37:10 Maybe it’s because I’m a little bit crazy. I think you know there’s a little bit of sanity behind it and it’s intriguing. That’s what I’m going for.
- 37:21 What does a failure look like with this campaign? If you think about it, can it really fail? Worst case: it goes crazy viral, everyone hates on me, and I pay thousands of dollars. Okay, I’ll do it! I’ve committed to it in my mind. What if it’s absurd? What if it gets millions of views? By pure percentage there’s got to be some amount of those people that hate. What if that amount is more than all the money I have? What do you think I’m going to do?
- 39:41 I see it as a challenge. I don’t know what I would do but I will stay true to my word. I’ll pay every single one of them but maybe I could put up a campaign: “Hey this went crazy and I got so many haters that I literally spent all of my money. If this video inspired you, consider donating because I’m doing this to help you.” I’m just trying to think creatively here.
- 40:09 What is a failure? Marketers reframe things. Whatever happens, you find an angle—you find a way to tell a story.
- 41:15 If I lose all my money is that a failure or is that a story? I don’t know what’s going to happen actually.
- 41:29 Ben: “I feel nervous and excited. Like you put on a parachute and you’re about to jump out of an airplane and just as you’re shoving off with your legs—there’s no going back—you hear the person behind you say, ‘I’m not sure if your chute works!’ and that’s the last thing you hear before you plummet toward the earth. That kind of excited.”
- 42:05 Sean: Yeah, if it doesn’t work is that a failure or is that a story? [Laughing] That’s a failure, Ben! You’re dead!
- 51:22 Sean: We’ve got one more question: Cory asks, “Do you have an estimated time for completion of the Lambo Goal?” I’m hoping by age 30. I just turned 26.
- 51:38 Ben: “I can’t believe you shared that publicly. You said never to share your big goals publicly.”
- 51:54 Sean: The reason I’m going against my own rule of not sharing big goals is because you don’t want to share your big goals with people that don’t believe in you. They’re just going to discourage you, call you impractical, and talk you down and that’s no good.
- 52:09 You’ve got to be around people that believe in you. I choose to believe that the kind of person I’ve attracted here is the kind of person that I want to tell. They’re the kind of person that believes in me so I’m putting it out there. I’m wanting to inspire them. Otherwise, I wouldn’t just go up to anyone and tell them my big goals.
This was either the best idea I’ve ever had or the worst idea.
I decided to go through with it before I found out which one it was.
1. Making Epic Content Go Viral
If I inspire someone with this video, it’s worth paying a hater.
2. The Haterade
3. The Second Story
The conversation went beyond the car itself and focused on the idea of dreaming bigger.
It wasn’t about you and some material thing or trying to garner fame. It was about, “I want you to want more for yourself than you do right now.”
Even if you think I’m crazy, even if you’re not inspired, even if you are a hater, even if you’re a hater who doesn’t fill out the form and get the $5—I have your attention.
If it’s a failure, you have a story.