Charisma on Command – Ultimate Rulebook Part 13

1. Tony Robbins depression – a. State break – Lightheaded/positive reframe like a joke; a random reaction; a canned joke; reverse psychology try to get them to go back to being depressed. B. Say that’s who you were = negative/ say this is who you are now = positive.

2. Toxic people – a. Approach in a different way: I care about you and it upsets me when you do (blank); b. Come in with a specific ask, point to specific behavior – today when we did (thing) you did (specific thing), don’t do it again; ask them to let you know where you can change, and to remind you; c. Get out of abusive situations; d. For some things you’re not equipped to deal with it, point them to a resource and leave if they don’t change.

3. 9 charisma mistakes – a. Not introducing yourself, make eye contact with everyone and introduce self with a handshake. B. Not introducing friends, “hey this is my friend (blank)”; c. Don’t talk about stuff nobody cares about any long “I” story; check in; d. Pause mid-story to ask for feedback; e. Speak in full and clear voice; f. Add 1-2 sentences to answer a question. G. Don’t whine/complain – improve situation or tell a story and ask for advice; h. Say other persons name when first hear it, use rhyming trick (rich ricky), say it as often as possible, say it at the end; I. Have convictions and live by them.

4. 6 charisma mindsets – a. “No matter what I’ll be okay“ b. “I care more about my character than my reputation”, c. “I don’t need to convince anyone”, d. Share your goals when asked; e. Go first, extend praise, tell joke, be vuanrable.

5. Tom cruise bad charisma – a. Remember to command physical space, touch objects and other people in a friendly way; b. Genuine smile; c. Refer to other person by name; d. Lean into other person while speaking; e. Make eye contact when making points; f. “Others need to hear this” mindset; g. Downward inflection on sentences; h. “Believe what you say and say what you believe” mindset. I. Practice empathy.

6. Why we love people who hurt us – a. Attracted to people that remind us of early life caretakers, we associate caretaker with survival, we go for people who embody an aspect of ourselves we’ve denied; b. How to fix – recognize emotional patterns, look to personality of exes, look to moments when you fell in love; c. We search for others love when we don’t love ourselves.

7. 3 mistakes to avoid – a. fix yourself before you fix the world; honesty always, clean room, schedule, to-do list; health; family relationships; meditation; career. B. Conflict is surface level, deeper issue is dishonesty; c. you can know the truth but not live it, live how you believe; d. Figure out beliefs – test them and how they impact self esteem; e. Acknowledge shadow self, your devil on the shoulder, accept desires as apart of yourself, if you dislike something in others you’re really disliking it about yourself; d. Pick something you’ve been afraid to do and do it.

8. Logan Paul – a. High energy opening/jump cuts; b. Share content with everyone; c. Incorporate fans in videos; d. Deliver merch to fans personally; e. co-branding.

9. Sarcasm – a. Get in habit of joking, b. High specificity c. Lower your filter, still have it but less, d. Occasional self depreciation, e. Tease others strengths.

10. Command respect – a. Enter loud with energy then taper off, b. After you do x, then do y or you’ll do x; c. Downward inflection, don’t break eye contact first; d. Make people wait to speak; e. Invade space when making a point; f. Speak first and last.

Charisma on Command – The Ultimate Rulebook Part 12

1. 5 charisma mistakes – a. You should touch initially in a friendly way, handshake or hug then often friendly touches. B. Elevate others with jokes – Validate others, express affection, supportive humor; c. Exaggerate others good qualities “Mr. Perfect”, d. Agree and amplify others jokes; e. Direct compliments for something they’ve earned; f. Compliment others when they’re not present; g. Share the spotlight – include others.

2. Trump – a. repeat important phrases, b. Simple information; c. Don’t defend yourself, flip the pressure on the opponent.

3. Introvert networking – a. Just connecting with people anywhere; b. Make it easy for people to speak with you, use an opener; c. Get people talking about themselves; d. Play matchmaker.

4. How to connect – a. Touch, b. Eye contact, c. Sit adjacent, d. Avoid blocks e. Body toward them f. Topics – hardship, family, embarrassed; g. Amplify tension and empathy.

5. Respect – a. Defend your time, b. Pause before speaking, c. Gesticulate and take up space, d. Finish sentences, e. Do the socially difficult thing f. Share values g. Call people on bad behavior.

6. 5 ways to develop charisma – a. Look at charismatic people and ask what makes them charismatic? B. Bounce ideas off others.

7. Bad body language – a. Engage with one person, don’t bounce between convos. B. Don’t let someone interrupt you; c. Don’t lean against things; d. Keep hands out of pockets, precise gestures get people to listen, open gestures make you more likeable; e. When apologizing don’t hang head, make strong eye contact.

8. Eyebrow flash – communicates friendliness/you like someone.

9. Building trust – a. Reveal your biases/motives; b. Act against own interest because it’s right; c. Honesty over everything; d. Know principals and live by them.

10. a. Build rapport with a compliment/joke – “I like you, you’re like me”. B. Talk about results; people don’t buy drills, they buy holes; c. Demonstrate product; d. People are deciding to buy you, and your emotional state; e. Enthusiasm, confidence, speak in certainties; f. Go for win-win approach.

Charisma on Command – Ultimate Rulebook Part 11

1. How to be self aware – a. Person most likely to lie to you is yourself; b. Honesty is most important, even above integrity; c. Ask people that know you well; d. Journal.

2. Why good relationships fail – a. People focus on good while forgetting the bad; b. People won’t just appear you need to be proactive; c. Ask yourself what you expect out of a relationship; d. Be honest with self and partner about expectations; e. Happiness is internal.

3. Overcoming childhood – a. Whatever reaction when stressed is learned as a child; b. Ask self what relationship with parents were like? They help shape you. C. Be honest to self about patter, “I’m feeling stressed”, tell others about pattern “I get anxious when stressed”, share wha you’re feeling “I’m feeling stressed”.

4. 5 habits – a. Doing socially scary things, ie: approach 10 people; b. Ask self what would I do with unlimited money, and set goals to get self there; c. Meditats, d. Be honest always; e. Listen to positive music/speeches.

5. Louis CK – a. Nail timing, pause for 3 seconds, stop speaking after a joke; b. Heightening a joke, punchline 1, punchline 2 adds description and absurdity, punchline 3 is the most descriptive and absurd; c. Play a character;

6. Bad habits – a. Don’t stay in a job you hate; b. put self in a good mood, give self a pep talk in the mirror, listen to positive music; c. Remember there’s infinite options and all you need is yourself; d. Don’t lower the bar “I’m not very good at his but” either raise it or say nothing. E. Know what you want and share it with others.

7. Text a girl; a. Give her your number, save self as something fun; b. Send yourself a text as her to create a convo; c. Add fun emotions into your text; d. Call back to a good moment; e. Keep invitation low pressure and exiting, do things you like; ie: ice cream, bar, dance class.

8. Flirt without being creepy; a. Don’t approach from behind, eye contact 4 seconds with a smile, if she smiles back say something; approach by 3rd time looking at her; b. Use push pull method; c. Don’t be afraid to touch, but don’t drag her; rest hand on theirs, touch shoulders, non-butt out hug d. don’t trap her, give her an exit, trap self against something;

9. Chris Pratt – a. Have fun with yourself; b. Reframe everything in a positive/self elevating way; c. use jokes that build others up.

10. Think 10x faster – a. High pressure situations are inevitable; b. Open body up and take a deep breath; c. Have a conversation opener ready “hey, I don’t believe we’ve met yet I’m (blank)”, repeat questions back if you didn’t hear it.

Charisma on Command – Ultimate Rulebook Part 10

A. Dating

1. Commit

2. Don’t ask for a number ask if they’d like to do something, then if yes get the number

3. Comfortable and slow asking girls out

4. Sunglasses

5. Start an actual conversation, what are you up to today

B. Hollywood romance

1. Substitute emotional intensity for emotional quality; no drama doesn’t equal bad

2. The perfect person will take interest because they see the real you; you have to have something going for you

3. Love at first sight – doesn’t exist its oneitis my guy

4. Ignore rejection; don’t ignore when they say they aren’t interested

5. Give large gifts in order to make amends; instead apologize and give space

6. Suffering, dpedendence and self sacrifice are treated as tests of love

C. Emotional maturity

1. Don’t demonize exes or people you’ve had a falling out with

2. I am the common denominator in my problems

3. Don’t take responsibility for others feelings

4. Get angry, sad an anxious but not to an absurd level go through negative emotions

5. Don’t wallow or victimize yourself

6. Speak about emotions without being affected by them

7. Slow down and pause in high pressure situations

D. David dobrik

1. Laugh at others jokes a lot

2. Take 5-10 minutes to prime self with influence you want to embody

3. Use a lot of high impact words, very polarizing phrases ex; I love it, the best, etc. Move conversation in direction of things you feel strongly about especially what you strongly like

4. Low reactivity in face of bad stuff, express good stuff

5. Put spotlight on other people

6. Tap into joy of others without being a people pleaser

E. Charisma – anxiety beaters

1. Reveal palms, inside of elbows, open legs

2. Replace filler words with pure silence; breathe in

3. Have twice as long as you think to respond, consciously pause

4. Use re-framed phrases: failure doesn’t matter, death is imminent, minimize regrets, you won’t care about this in 80 years

5. Accept the reality of what someone is doing or what is happening

6. Depend on yourself to make you happy – you have nothing to gain from other people

F. Charisma improvement

1. Upgrade Thin Slice – dress sharper

2. Take up more space; stand up straight, sit asymmetrical etc.

3. Platonic touching, add in some platonic touching – keep touch to non-central areas, universal toucher, 3 seconds, socially calibration

4. Don’t allow self to be cut off, don’t allow others to be cut off, tune up voice to be heard

5. Praise competition

6. Openly share shortcomings – say them confidently or as a joke

F. Bobby Axelrod

1. Learns what people need before negotiating, what do you want?

2. Once learned what others want use body language to manipulate emotions,

3. Stand while others sit, when presenting especially; this is to capture attention, splaying out and sitting is to hold it;

4. Side by side and eye level is for someone who you’re on equal footing with

5. Uses exploding offers to create panic – you’ve got so many seconds, now or never; don’t let someone else time pressure him, be willing to walk away.

6. Negotiations are a long term game, not a short term game.

Charisma on Command – Ultimate Rulebook Part 9

A. Stress –

1. Stress comes from needing something to happen

2. Don’t need to do something, assume the worst outcome and it won’t be that bad

3. Increase feeling of control; tree planting; can always go back, always another option;

4. Change beliefs on emotional level; the switch pattern; on one hand place negative on other place positive if you feel nervous switch to positive image

B. Self doubt

1. Expand body

2. Exercise

3. Reframe anxiety as a lesson to be learned

4. Slow down, breathe deep

5. Filter out negative stuff

6. Subconscious speaks in experiances – free write bad experience then destroy it

7. Write letter to self from other person apologizing

8. Get pissed someone else is dictating thoughts/emotions

C. Charisma – reading anyone

[1. Read self, self reflect

2. People trying to get out of convo: look at watch, angel away

3. Where body is facing is where attention is

4. Non engaged is affirmatives; engaged is questions

5. Micro expressions are what people are really feeling

6. Identify patterns

D. Charisma power W

1. When – control when things happen; sit easily in silence, control when an interaction starts and ends, pause before speaking if other person initiates, non reactivity, who moves more/first loses, don’t react to other person

2. Who – frame yourself as the important one in any interaction; why should I work for you? Why should I spend time with you? Screen other person, close space, change position socially, get in between barriers, break social ritual that reinforces uneven power dynamic, move next to person if possible, I don’t need any specific person, I have options, mentally review other options

3. What – tell a story that relates to the topic, how can I help this person

4. Where – you want people on your turf, places you know, around people you know

5. If can’t control when it occurs then control what is most important,

6. If can’t control where then control who is most important

E. Sociopaths

1. Separate you and replace family unit; brother, sister, mother, father, children are terms

2. Lingo to disguise what is happening – calling all dissenters “suppressors” “sinners” etc.

3. Demonize asking questions that lower authority; if asking questions seems bad be weary

4. Games/tests that reward compliance – getting you do do things to comply

5. Fake reciprocity – giving you something for free then asking for money for it

F. The rock

1. Gesticulations – use hands as much as possible express yourself/ large gestures

2. Laugh loudly when laughing

3. When telling stories act out moments – take deep breath

4. Talk candid about soft spots, super venerable and confident in stories; being open, vunarable, strong honest

5. Spreading genuine, specific praise

6. Physical interaction – high fives, hugs, uplift people

G. Persuasion

1. Focus on the other person, how does this help them? Not the I

2. Don’t voice negative stuff about self

3. say what they got going, say what they need help with, introduce self as solution, we can do well

4. Show what I can do for you

5. Praise them, show what they require to move ahead, present self as solution, show them opportunities

6. Speak in simple words, occasionally throw in a big word to be more precise but only if audience will understand it

Funny – Dave chapelle

1. Play a lot of characters/ get into the character

2. Increase tone during specific words, decrease tone during specific words

3. Silence at moment of tension; more tension slow down

4. Fake out – Use tone to present one joke but pause at moment of maximum tension and go other way

5. Lead in with serious tone with a silly punchline – ex profession wall watcher, it’s stressful because…

6. Agree and amplify jokes

7. Prioritize humor in first impression – a few times a day

8. Tease self when in position of power occasionally

9. Mindset to express yourself

Passive aggressive

1. Eye contact

2. First time give benefit of the doubt

3. Warning shot – remind them; aren’t we working here? Don’t get boxed in, reframe question

4. Call it out – your leg is shaking, ask your question

5. Ask what are we doing here

6. Walk away

Will smith enterence

1. slow, high energy walk in

2. Supportive of others: first to laugh, first to joke don’t fake laughter just smile

3. Affirm and nod when others are speaking

4. Make others feel loved and heard – spread the praise

5. Slow down when telling story

6. Make eye contact with everyone

Charisma on Command – The Ultimate Rulebook Part 8

1. Muhammad Ali – A. Bragging in a very exaggerated/playful way that is obviously exaggerated. B. Make sure to back up brags; C. Strong frame, whoever wins a frame battle is one with stronger frame; D. Unafraid of honesty and confrontation, says the truth even if it’s ugly; E. Stand up for your beliefs, always.

2. Charisma Confident – A. Slow extended movements; B. Slow response times; C. Slow blinking; D. Take deep breath to slow down; E. Take few quick breaths to speed up; F. Greet someone with handshake and wave; G. Bring someone new into conversation; H. Handicapping yourself, tell truth that hurts yourself; I. Speaking about negatives with enthusiasm; J. Be absolutely honest!!!; K. Stay calm, non-react, maintain thought process/questioning/ have emotional center; L. Express emotions with calmness and enthusiasm; M. Make list of triggers.

3. Charisma – stark mistakes; A. Lack empathy – doesn’t know who to trust; think what would they do, instead you should look to their past actions; B. Don’t tell competition plans, don’t underestimate people; C. Don’t tell people plans; tell people that when they achieve a goal they will get rewarded; D. Let people know both strategy and tactics; tell team the why of the goals so they can improvise; E. Always communicate – plans and goals, repeat plans and goals, make sure it makes sense for everyone; F. Use heaven and hell method/carrot and stick method – super vivid picture.

4. Jim Carey – A. Play character to use sarcasm; B. Play character – especially facially to make jokes at others expense; C. Be super specific when telling jokes; D. Super high conviction is the core of charisma; E. Commit to humor – drag don’t drop; stay commited; F. Oddly random humor; G. Playful misinterpret others; H. Put on serious face to enhance unexpected.

5. Power and frames – A. The stronger frame will win; B. Humor breaks frames – playful misinterpretation; C When break frame can persuade; D. Don’t fight insult, flip it on them; E. Interpret insult as praise for you or an insult for them; F. Create a new option; G. Behave how you want to; treat others well.

6. Charisma – 4 ways to improve – A. Improv classes; B. Martial arts; C. Public speaking class; D. Real time practice in bars with new people

7. Bruce lee – A. Change frame of question and then answer new question; B. Value self expression over everything; C. If you disagree with form of the question then say so.

8. Negativity; A. If oblique and passive aggressive then ignore it; B. Interpret passive aggressive as literal; C. Be venerable when answering directly; D. When someone says “I could never” say It’s a good thing we each make decisions for our own lives, if things were reversed we’d both be unhappy; E. Don’t recruit others; live it; F. Join communities of like minded people.

9. Obama Persuading – A. Arise Shame /emotion in audience to inspire change; B. Say why we need change; C. Pre-empt ejections; D. Give audience personal ownership; E. Show them they already agree with your position/argument agrees; F. Paint heaven and hell; G. Say I need your help

10. Public speaking tips; A. Prop – any physical object/ capture attention in 10 seconds; B. Get audience interaction within the first minute; ex: ask a provocative question; C. Individual anecdotes are persuasive; D. Embody the story in the present tense/act it out

Charisma on Command – The Ultimate Rulebook Part 7

1. Charisma – stopping shyness: a. Let self suck for 60 seconds, b. Get into your body – spread out and extend/move arms/body, stretch, c. Breathe deeply – for a few seconds, d. Hum and breathe deeply, e. Actively listen with voice, f. Ask questions/directions, g. Good lines: hey I don’t believe we’ve met, I’m blank.

2. First impression mistakes – a.Aiming for harmony instead of setting boundaries – hey I don’t appreciate what you just did, don’t ever do it again; b. Avoiding disagreements and focusing on commonalities; be honest if you dislike something someone has done, disagree with them, agree to disagree in a kind way; c. Fake it till you make it – applies only to body language and nonverbal communication; be honest with what comes out your mouth absolutely; d. Good lines: hey this is totally random but…

3. Julia Roberts – Laugh at others jokes/smile at their jokes.

4. 3 tips having fun without drinking; a. Relaxed, uninhibited, b. Be more talkative first, Change state through something physical like dancing, c. Don’t go to places just to drink.

5. Charisma – small talk; a. Yes and for normal small talk, b. or yes but no.

6. Gesticulations – a. Reveal palms – down authoritarian, up request; b. Avoid own ticks.

7. Daily tips – a. Open shoulders, b. Smile, c. Talk with hands.

8. Jaden Smith – a. Finish sentences, b. Active listening, c. Raise voice when start speaking, d. Add value when speak.

9. Jennifer Lawrence – a. Be vunarable from a dominant position; b. Tell an embarrassing story; c. Tell story from normal person perspective if audience hasn’t been there

10. Steve Jobs – a. Vision – set clear, achievable and persuasive vision; keep core values very simple; b. Use high stakes metaphors – ex: mortal enemies, war; c. Create an enemy; d. Speak in certainties – we will do this, that and the third.

Social security is running out, spending is out of control, and there’s only one option left…

Raise taxes, and cut spending, drastically. First the military budget – the wars in Iraq and Afghanistan cost us $1.5T, for no tangible gain, so they’d be out, we also spend more than the next 7 countries combined, a good number are our allies. If you take allies out of the equation, the us and her allies spend as much as the rest of the world, combined. That’s too much strain on the us. It’s going to be cut to $450 billion, that way the us still spends as much as the next ten enemy countries combined. That’s + $210 billion. This will be accomplished via a new recruit freeze for a year, and then dropping the level of recruits after that. This will also drop the number of new veterans, so VA spending will drop, by let’s say $5 billion a year.

I’m going to round all of the small social programs, creating around $15 billion dollars.

Next social security; let’s cut it, I’ll have all social security money ever collected returned to the citizens in the form of debt; a large bonus check, is that a lot of money, let’s say a one time payout of 10 T total to every American, based on how much they’ve paid in. This will be accomplished via debt. This frees up 1.1T a year. Anything we don’t give back to the people is returned.

Next health and human services, let’s slash this fucker to hell, let’s cut it to 75%, to $800 billion, this saves a lot of money; $400 billion per year. Let’s also introduce a public healthcare service and destroy Obamacare, this will save 20% due to the administrative costs.

Total we’ve freed up 1.8T per year, but that’s not everything, we also need to increase revenue, so say hello to taxes; namely a VAT tax which will generate $400 billion a year, closing tax loopholes can generate $100 billion a year. That’s $500 billion in revenue.

Let’s round up taxes, everything revenue wise, to get $700 billion dollars more; that’s a cool $1.2 Trillion added.

Alright, so total that’s 3.5T more we’ve freed up to pay off our massive national debt we’ve accrued. There’s also $500 billion going to interest alone. Our debt will take ten years to pay off, but it’ll be very much worth it in the end, as it’ll add $500 billion dollars to the budget that are currently being spent on paying the interest back on our debt. Once that debt is gone, we’ll have $4T a year, perhaps we can do a UBI due to the advancement of Automation causing job loss. O

You know what fuck it let’s just raise everything back to today’s levels, except social security which we cut and HHS which we saved 20% on, and the interest on the debt which we’ve conquered; also drop all taxes back except the VAT, so that’s a cool 1T under budget we’ve clocked in at, enough to pay for our UBI. Congrats America you’re under budget and everyone gets $1,000 a month.

Social security is running out, and there’s only one option left…

Introducing the make a millionaire program, say goodbye to all of these social programs like social security, and half the DOD budget and half the Health and Human Services budget, thats 2 Trillion dollars a year, plus the US government recently has spent $2.5 trillion on the coronavirus relief so well add that in, and the 2008 stimulus, and the war in iraq for a cool 1.5 trillion dollars, that’s a 4 trillion bonus and a 2 trillion dollar a year budget, so what do we do with it, well introduce the millionaire program, each winner gets a cool 1 million tax free dollars, in their own private account, that’s 4 million winners from the $4T bonus and another 2 million winners every year; every winner gets a yearly salary of 40k tax free adjusted for inflation, without having to work or invest; they can just save and enjoy; good for them. It’ll take around 10 years and we’ve made twenty four million people never have to work again that’s 7% of the population; in twenty years that’s 44 million people or 13% of the population, in forty years that 84 million or 25% of the population; not bad. If we’d started this program in 1990 we could have a lot of millionaires out there. The simple rule is no three consecutive generations can win the lottery. A perfect plan.

Charisma on Command – Ultimate Rulebook Part 6

1. 3 traits that make you more attractive- A. Enthusiasm, do what you like, and find something fun in what you’re doing; B. Decisiveness, make decisions for self and others that are stuck, don’t steamroll with strong opinions, if you won’t care about it in a week just pick option A, C. Comfortable tension in hands, and reveal palms.

2. 3 success issues – a. Success invites a comparing mind, compare self to past self not numbers, focus on adding value b. Can be social crutch, only mention when asked c. Can be addictive, forget numbers, focus on value.

3. Command kind respect – a. Unafraid of confrontation, speak up! Honest conflict is better than dishonest harmony; b. It’s normal to be disliked, everyone is; c. Remember nobody enjoys confrontation, admit it; d. Remember you’re in conflict with a persons actions, not them; E. Don’t name call.

4. H3H3 – a. Parody should be done very absurdly; b. Defend those in positions of low power or who are mistreated; c. Live in accordance to principals; d. Be honest with a person to their face; e. Remember to call yourself out first.

5. mindsets to boost self esteem – a. Failures don’t make you unworthy of love, realize that past actions affect present emotional responses, ask yourself why you did what you did and try to empathize, remember there’s nobody you should be except the best version of yourself; b. Offer yourself as much compassion as you would a friend; c. Take responsibility for your actions; d. You can be good and still do selfish things, make your own choices, even if others disagree, date who you like and do what you desire; e. Look back on any success no matter how small.

6. 5 phrases that lower confidence – a. Don’t use the phrase ‘obviously’, instead put yourself on their team and share what you know about the subject; b. Don’t use the phrase ‘you should‘, instead try “I’ve found in my own experience”; c. Never say a real man would, or a real (blank) would, just cut it out; d. “No, but” needs to be rephrased, try “it sounds like you’re saying”; e. “More difficult than” stop comparing others to yourself, remember you don’t have the full picture, again try “I’ve found in my own experience”.

7. bad habits that lose you respect; a. Don’t brag or reveal talents, especially early on in an interaction; b. Finish up your thought/idea before switching up conversations, it’s about respecting the person you were already talking to; c. Finish sentence even if cut off; d. Talk about things you’re going to do, or are doing, not stuff you’d like to do; e. Keep energy level the same with everyone, try to be friendly enough; f. Don’t sell to friends and/or family; g. Don’t lie, by omission or anything, be absolutely honest; h. Love yourself first, tell yourself as much as possible.

8. Vlog brothers – a. Mix facts and jokes, try to be more honest and jokes will come more often; b. Lead with interesting stuff first, ex: I was in a car crash, then jump back to the beginning of the story; c. Share beliefs, but don’t tell others what to believe; d. Create special handshakes; d. Create group labels and symbols.

9. How to handle small talk – a. Jump on conversation openings as quick as possible; b. Answer each question as if it were asked in a more interesting way; c. Pause during stories, slow down pace; d. Ask if you’ve got someone’s opinion on a topic, to steer it in a deeper direction.

10. Video making – a. Handheld cameras = trust and professional cameras = authority; b. Communicate credentials immediately; c. Address criticism immediately after; d. Disqualify those with qualities you don’t want; e. call to action, ie; free or quick