Graham Cochrane (00:10.55)
Most people are sitting on a wealth building asset they use every single day, but they've never learned how to activate it. That asset is your mouth. Your words used the right way can actually create wealth. And no, I am not talking about manifesting or visualizing or trying to speak money into existence. What I'm talking about is far more practical and far more powerful. The specific
kinds of words you put out into the world determine the opportunities and income that come back to you, especially if you are a content creator or business owner. So right now, I'm gonna show you the three types of words that create wealth and how to start using them today.
Graham Cochrane (01:17.602)
There are a lot of things I've done in my life to create wealth, but none have been as powerful as opening my mouth, sharing a message, proclaiming something to someone in service of that person. As a content creator over the past 16 years through blogging and videos and podcasting and courses and...
live events and speaking on stages and writing books. I have been able to speak into people's lives and I've gotten paid for it. And what I don't think people fully understand is just how powerful your words are. People say, Graham, I'd like to make more money. Graham, I'd like to create my wealth, build wealth or increase my wealth. And I say to them, my friend, then stop hiding, stop being shy and open your mouth.
No, you don't have to be charismatic, you don't have to be boisterous, you don't even have to be a public speaker, but you do need to share the message inside of you, the message that you embody, the message that you were born to share with the people that need to receive that message. I believe that God has designed things in such a way that you have a gift that someone needs to receive. And the only way they're going to receive that is if you open your mouth.
Now you don't have a gift for the whole world. The whole world doesn't need what you have. The whole world doesn't need what I have. I'm not trying to serve the whole world. I'm trying to serve the people that God has placed in my path that are a part of my assignment and so should you. Your words matter. Speaking matters. If you want to become rich or wealthy, speak. Don't hide. And speak before you feel like you're ready to speak.
Now if you're getting overwhelmed already, some of you are like, I love this. I create content all the time. I love to open my mouth. For me, I feel like talking is a superpower. I don't know if that's a good thing, but I could talk all day long. I don't know if anybody would want to listen, but I could do it, right? Others of you are like, I don't like to get up on stage. I don't want to turn on the camera. I don't want to have a podcast. I don't want to speak. I get that. That's not the point. The point is message delivery, right?
Graham Cochrane (03:36.857)
There is a way to deliver your message in whatever format feels comfortable to you, whatever format you thrive in. I don't care the format. What we're talking about today are the words you use because words create worlds. If you open up the Bible, the very first book of the Bible, the book of Genesis, the book of beginnings, the very first chapter, chapter one, the very first couple of sentences tells us how the world was created. God
spoke. Okay? If you're a God and you have all power and the ability to create the world in any way you want, isn't it interesting that what God chose to reveal about the method of His creation of you, me, the plants, the animals, the seas, the sky, the world, the stars, the black holes, everything, was words. He spoke things into existence. He could have snapped His finger. He could have
clapped his hands like the clapper, he could have touched something. He could have done a dance. He spoke. It doesn't matter. That could be detail you could care less about, but to me, that's very interesting. Why tell us that it was words that created the world and everything in it? words don't just create worlds though. Words create life.
Proverbs chapter 15 verse 4 is fascinating to me because you see this term, tree of life mentioned in there. Now the tree of life is mentioned throughout scripture, but I want you to hear this verse. Gentle words are a tree of life. And the word for gentle in the Hebrew there literally means healing. A healing word is a tree of life. Okay.
The tree of life, if you read the Bible cover to cover, you're going to see the tree of life in a few places. You're going to see it in the book of Genesis, in the Garden of Eden where God created the first two humans, Adam and then Eve, and they were working the garden. Adam was naming the animals. They were taking care of everything. It was paradise. It was the way we were designed. Plenty of resource, unlimited everything, no shame, no fear, no evil, perfect union and relationship with humans, with God.
Graham Cochrane (05:56.355)
It was paradise. That's the way God designed it until humans screwed it up. But in that garden, there's a bunch of trees for fruit and for food. And there's two other trees. There's the tree of the knowledge of good and evil, the one tree that Adam and Eve were not supposed to eat the fruit from. But there's another tree in the middle of the garden called the tree of life. It's in the garden there. If you go to the very end of the book of the Bible, in the book of Revelation, when God recreates
Because this is the beautiful thing, right? God doesn't just let the world decay and fall apart and let humans ruin everything and all. He has a plan and the plan is if you read the back of the book, you know how it ends. He recreates a new heaven and a new earth and we go back to that perfection garden like state the way it was supposed to be. Like when your business is great at the beginning and then starts to fall apart in the economy and you have to pivot and reboot and rebuild and you make it beautiful again, I've had to do that a couple times.
That's what God's doing in the end of the age is He's going to recreate a new paradise and in that new heaven and earth there is a garden and there is also a tree of life there. So you see the tree of life at the beginning and at the end and then you see the tree of life mentioned in the book of Proverbs four times. But we're going to get to that just a second. If Proverbs 15, 4 is true that gentle words are a tree of life
Well, think about that. Your words can be a tree of life. What is a tree of life? A tree represents life and growth in and of itself. It grows and it produces fruit that have seeds inside of the fruit that create more life. The image of a tree is always an image or a picture of life, growth, prosperity, multiplication, okay? Just trees by themselves. But then the term tree of life, so that's a tree
which is representing life, of life is the ultimate symbol of prosperity, good, everything you would want, right? So follow me here. This is gonna make a lot of sense. And then I'm gonna give you the three words you need to be speaking over your audience that will grow your wealth and serve them powerfully. Your words are a tree of life, Proverbs 15 and four, and life is what people pay for. Life is what people pay for. Think about this.
Graham Cochrane (08:13.71)
I don't care what industry you're in. Life is what you're selling and life is what they're buying. People want more life in their relationships. Can I get an amen? I got a dead marriage. I got a dead relationship with my mom and dad. I've got friendships are falling apart. They want life in their relationships. They want life in their body, in their health, right? They're feeling sick. They're feeling lethargic. They're feeling overweight. They're feeling lack of energy. They want life in their body and other health. So if you're in the health space, you sell life. That's what people buy.
People want life in their finances. They're financially dead. They cannot do the things they want to do in their actual life because the life of their finances is drained out. So they want life in their finances, right? If you're in the parenting space, people want more life in their parenting. Come on somebody, I know what it's like to be a tired parent of babies and toddlers when you ain't sleeping a whole lot and you're like, I literally need energy. I'm living off of caffeine, right? We want life in our parenting, not just like,
being awake, we also want to feel the joy and connection with our kids. We don't wanna be so frustrated with our kids all the time and our kids frustrated with us all the time. We want life in our parenting. We want more life in our hobbies. My first business, the recording revolution, I sold courses and products and communities and coaching to musicians who were like 90 to 95 % hobbyists. I was helping them realize their dream and activate their hobby of music creation.
and they wanted more life in their hobby. People buy life. That's all they buy. Have you ever thought about it that way? Life is what people pay for. So your words create life and life is what people pay for. So doesn't that beg the question, what words am I speaking over my audience? Am I speaking words that create life? Because a lot of people are out there speaking a lot of words right now. A lot of words.
This is the most saturated period in the history of humanity to have people speaking a whole lot of stuff. I don't know if they're saying anything of substance. I doubt they are. I don't hear a whole lot of substance. I see a lot of people with a lot of Instagram followers and TikTok followers and YouTube subscribers and podcast downloads and big stages saying a lot of words, but those words are meaningless. They're empty. They're selfish. They're inaccurate. They're unhelpful.
Graham Cochrane (10:40.618)
At best, they're just like a potato chip. It's salty and tastes good in the moment, but there's no nutrients. It doesn't do anything for you long term. It just scratches the itch. It just tickles the ears for a moment. At best, it's that. At worst, it's actually gonna send you down the wrong path or it's just rambling nonsense. There are a lot of words being spoken, but very few words creating life. So I'm not here to judge. I'm here to help you win in your business. So if you want...
more wealth, if you want more income, if you want your business to succeed, you have to be about other people. You cannot be about yourself. So you can't talk about what you wanna talk about, you can't just ramble about what you wanna ramble about, you have to share messages through your content, written, audio, visual, or all the above, that creates life in the lives of your audience. Because if you do that, they will pay you for it. Now,
What's fascinating about this tree of life concept is in the book of Proverbs you see it four times. One time the tree of life is mentioned as relation to your character, how you show up in the world, like a righteous person creates or is a tree of life. The other three times is mentioned in the book of Proverbs, it has to do with your words. Very interesting. So let's look at all three, because what I want you to see is there are three types of words that you should be speaking over your people, and if you do this in your content creation,
your content will not only blow up, but it will resonate deeply with your ideal client and attract your ideal client. It will get people pre-sold to want to do business with you and it'll build incredible trust. Because when you build trust, your business is gonna thrive. Trust is the oxygen of a successful business. You can't fake trust. You can fake credibility. You can fake professionalism. But in the end, once people interact with your brand, they can smell fake.
and they can smell whether you're trustworthy or not. So to create trust, that's the hardest thing to do, but it'll help print money for you and keep you in business for long time. It'll create customers for life. So here are the three words that create life in Scripture. Check this out. The first are healing words. We alluded to this. Healing words do something very powerful for your people. They mend the heart, the broken heart in your people. Proverbs 15, 4. I'll come back to it again.
Graham Cochrane (13:02.69)
Gentle words or in the Hebrew, the healing words are a tree of life. The people you are creating content for have so much brokenness, so much hurt, so much pain. Have you ever gone out there in the world and interacted with humans? Like not just said, hey, how are you doing to the cashier? And they say, fine, how are you? Great. Like actually talk to people. Do you realize how much hurt is happening out there in the world? How much pain people are in? In every area.
of their lives. You probably know because you're a human, I'm guessing, and you've experienced pain and hurt, we all have. People walk around in this social media, Instagram, TikTok era, and they look put together. They're wearing their best clothes, their hair's done, they have the best pose, they curated the photo or the video, they share their most impressive thing about themselves on Instagram, I get it.
But deep down inside, they're hurting because the world is a tough place. People are tough, bad things happen, there's trauma in our past. And so when you can speak healing words over your people,
you will not only serve them powerfully, but you will build a bond of trust that will make them a customer for life. You're speaking healing words when you're speaking to their heart. So what this looks like is content that acknowledges their pain. If you're a parenting coach, speak to the pain of parenting. Do you struggle with disciplining your kids?
You know you want to raise them the right way. You know you need to discipline them, but you don't want to hurt them. You don't want to ill will between you and your child. You have a bad relationship with your parents perhaps and you just feel that tension. Speak to the pain. Speak to the pain of the sleepless nights. Speak to the pain of the tension it causes in their marriage if you're co-parenting, right? Where it's like we've got this beautiful child, but now the stress of parenting is spilling out, bleeding over into our marriage.
Graham Cochrane (15:13.64)
Speak to those real pain points. A, if you acknowledge their pain, people feel seen. There's deep empathy there and empathy is a doorway to people's hearts. It's just, it's simple, but it's so powerful. If you can speak empathetically to what they're going through, they're gonna listen to the rest of the words you have to say. But then two, help heal their heart. Like, share messages and content that helps them heal.
Tell them they're not crazy. Let them know they're not the only one that's gone through this. Show them how they can bring healing in that area of their lives. See how this is not three hacks to do whatever. This is not just tutorial content. This is not just a product review. Nobody does this, by the way. When you do this, people, you're literally creating a tree of life. Healing words are a tree of life. You're creating a tree of life in them.
and now they feel more alive, they feel better about themselves, and who gave them that life in those 30 minutes on a podcast or the 10 minutes that they read on your blog? Who gave them that life? You did. People like people who are life-giving. People like people who infuse life into their everyday world. They're gonna like you if you speak healing words that mend the heart. Does that make sense? So speak to their heart, their brokenness, their pain.
If you do this one thing, you will stand out from every other content creator out there. There's toxic positivity, there's denial of the reality of, like nobody is speaking to a real human, but if you speak to the brokenness and the hurt and the pain and speak healing words, powerful, tree of life. Second time the word tree of life is used in the book of Proverbs as it relates to words is in Proverbs 13, 12, where it says, deferred makes the heart sick.
but a dream fulfilled is a tree of life.
Graham Cochrane (17:14.488)
People have hopes and dreams. We come into this world hopeful, optimistic, and then life squeezes that out of us. It might have been a parent, it might have been a parental figure, it might have been a very traumatic experience, and it just snuffs out the hope. There's no hope of this ever being resolved. There's no hope of me reaching my financial goals, having a spouse that I love, having a child, having a business I enjoy, finding a church community that's...
not whack. Whatever the hope is, it gets snuffed out. And the scripture actively and accurately says, hope deferred. When you don't get your hope, it makes the heart sick. You ever felt that, right? You're hopeless. Your heart literally feels sick. But the alternative, when a dream is fulfilled, when that hopeful dream is fulfilled, it becomes a tree of life. So if you want to create more life in people, the other type of words you should be speaking outside of healing words,
are hopeful words, words that lift people's spirits, help people do two things. Number one, assume people are coming into your ecosystem hopeless. They're coming to you hopeless. Why? Because that's the reality of the life we live in. Life under the sun, as Solomon says in the book of Ecclesiastes, is basically pointless and meaningless. It's the most depressing book in the Bible to read, but it's the most honest book in the Bible to read, Ecclesiastes.
and there's so much wisdom inside of it because he's speaking honestly. But to be honest, life feels largely hopeless. And that's the world your people are living in. Whether you speak to their health, their relationships, their money, their music, their how to study the Bible, like whatever it is, they're living in a hopeless world. They have hopes that are deferred. Now, not everything about their life is hopeless. I'm not saying that. But you hear me, right? Meet them where they are.
They have hopes that are deferred. Their heart is sick. So tell them two things. Number one, that their dream is not stupid. That their dream is worth pursuing. That just because they had a dream die, just because that hope was deferred in the past because of someone or something doesn't mean they should give up on the dream in the future. My second book, Rebel,
Graham Cochrane (19:39.088)
I talk about something that I call...
Graham Cochrane (20:12.494)
the identity crisis intersection. And in this I'm talking about how you have a dream and then eventually the dream dies. And when the dream dies, you have two choices. You can either say, screw that, that was a dumb thing to dream for, hope for, kind of ashamed and embarrassed, I even thought it was possible for me. And so you become like everybody else, you give up on your dreams and you conform, you go back to conformity.
But the other choice that you and I have available to us when our dreams die and our hopes are deferred and ultimately that happens is you can dream again. You can dream again. It feels risky. I felt like my dream died as a musician. I wanted to become a professional rock star. I tried to get a record deal. That dream died at age 22 and I spent four years giving up on that dream. But then God allowed me to relive that dream. It was reborn in a different way.
but it took me four years to realize I was allowed to dream again. Your people have had hopes that are deferred, dreams that have died, and they don't believe that it's okay to dream again. They feel like their dream was stupid, and no one's telling them they should dream again because the world's telling them just be realistic, right? Just be realistic. That's what the world's telling you, and that's what they're telling your people. So you be the person in your content to say, no, that dream is not stupid, and not only is that stupid, it is possible.
and I believe it's possible for you, and I'm gonna help you realize your dream. Do you understand that the business you are in is the business of realizing people's dreams? They have a big problem, and your goal is to solve that problem for them and help them realize their dream outcome. That's it. You're a dream maker. You make people's dreams a reality. If you do that, you're in business forever. People will pay you gobs of money to have their dreams realized, but you don't even have to help them realize their dream yet for them to pay you.
They will pay you if you tell them that their dream is possible and you truly mean it and you infuse hope back into them because hope deferred makes the heart sick, Proverbs 13-12, but a dream fulfilled is a tree of life. You want people to pay you, people pay for life, speak to their hopes and dreams, infuse hope, show them that their dream is possible, make their dreams a reality and people will pay you for it because
Graham Cochrane (22:29.184)
A dream fulfilled is a tree of life. So you've got healing words that mend the heart. You've got hopeful words that lift the spirit. Man, this is possible for me. See, I've done this for both of my businesses real quick. In the music space, I was talking to people's pain of recording music and it sounding like crap. And that's the problem on the surface, but underneath the pain is the embarrassment, the...
the shame that they can't share their music that they've worked hard on. It might be a really good song, but it's a bad recording. And I don't know if you've ever experienced that, but as a musician that's had bad recordings of my own songs, it's hard because you've created this art, but you can't present it in a way that's palatable and accepted as professional by people. And so their dream is dead. So they're embarrassed. And I speak to that pain and embarrassment as a musician. And I say, you're not crazy. There's nothing wrong with you. Recording music is hard.
logical. So now they feel like, okay, wow, maybe I'm not crazy. And then I tell them they should dream again of having their music sound professional and they can do it at home on a budget and I'm gonna show them how to do it. And I infuse hope and I lift their spirit. People don't even have to know what to do yet after interacting with my content in that business. And in this business too, they walk away from my content feeling inspired and feeling that anything's possible for them. And hopefully you feel that way engaging with me here in my business coaching content.
That is very intentional. That is by design. I try to have healing words to speak to your pain and brokenness, you're not crazy, and hopeful words to lift your spirit. So you interact with me and you get some kind of juju that falls on you where you're like, I feel refreshed after listening to Graham, after interacting with Graham. I feel that all things are possible. That is by design and you need to do that for your own clients. So healing words, hopeful words, and then the third time that the term tree of life is
mentioned in Proverbs related to words is Proverbs 3, 18. Wisdom is a tree of life to those who embrace her. Wisdom is a tree of life. Wisdom is knowledge applied. So when you can speak wisdom, wise words, I call them helpful words, you'll win. Helpful words actually guide their hands. If healing words mend their heart and
Graham Cochrane (24:55.192)
Hopeful words lift their spirits. Helpful words guide their hands. Here's what to do. Like don't we all love that wise person in your life that you can go to is like, them, dude, what do need to do? I'm stuck here, what do we need to do? Like do you have a dad or a mom that you have a problem go to like, dad, mom, what do I do? Do you have a brother or sister or a friend, a mentor? What do I do in this situation? Okay, here's what you do. X, Y, and Z.
How do they know what to tell you to do? Because they have wisdom. You need to communicate your wisdom to your people with content that actually helps them. This is where the what to do content really matters. Tutorials, specifics, don't do this, do do this. I will help you avoid the pitfalls. Like this is what I do with my coaching clients. This is what I do here on the show. This is what I do in my challenge and my books is.
I wanna save you the years of pain and toil that I went through trying to figure out business in the dark on my own. So don't do X, Y, and Z, but do do A, B, and C, and do it in this order, and do it this way, and here's why to do it this way. This is the kind of content that I think most people are familiar with, but even then most people don't do this. They create fluff, teaser, light content, and they wanna put all their good stuff behind a paywall. Don't do that. The best way to show people that you can actually help them
is to actually help them. Don't say, buy my thing, I can help you. Help them and then they'll realize, he can help me, she can help me. And that's where helpful words, wisdom words create life. Do you see how this works? The three times outside of your character becoming a tree of life in the book of Proverbs that a tree of life, that phrase is mentioned, is Proverbs 15,4, healing words are a tree of life.
Proverbs 13-12, hope deferred makes the heart sick, but a dream fulfilled as a tree of life. So, helpful words are tree of life. And then Proverbs 3-18, wisdom is a tree of life to those who embrace her. Helpful words are tree of life. You speak those three types of words in your content, and you divide your content into those three categories of content, you will be literally creating life in the hearts and souls of your audience, and those people realize she's got life, he's got life.
Graham Cochrane (27:18.968)
How can I get more of that? And they will pay for it. Because that's all people pay for is more life. We feel dead inside, our lives are not what we would want them to be. We are searching everywhere, anywhere for someone, something to give us more life. And that's ultimately what we have to offer. Does that make sense? So real quick, I wanna give you your content wealth machine in three steps and then I share a powerful story with you before we close our time together. This is so simple.
This would be a great time to write down some simple notes. You can put this on a sticky note, put it on your desk. Here is your business in a nutshell. Are you ready? Step one, pick a person to speak to. Pick a person. Not, I speak to everyone. Nope, one single person. We talked about this last week.
and it's something I teach my clients, I call it the perfect client code. But the number one question in business is not what, it's not how, it's who. Pick a person to speak to. Your business will become so simple when you visualize one type of person and speak to only that type of person. Number two, pick a platform to stand on.
Traditionally, speakers stand on a stage or a platform so they are visible to all in the audience and then they speak over those people. It could be a stage or a pulpit in a church. It could be a stage in a theater or an auditorium. These days, your platform that you can stand on, air quotes, is Instagram, YouTube, TikTok, a podcast, a blog, Substack, whatever.
and there'll be new platforms to come. Those are platforms. We call them platforms digitally, but they are literally platforms that you would stand on to speak, to be elevated, not so that you can brag, not so that you can say, look at me, not so you can just waste people's time, but so you can speak healing words, hopeful words, helpful words. So don't be on all the platforms. Pick a platform, singular, and a person, singular, to speak to.
Graham Cochrane (29:37.421)
you will get more traction if you would just do that. So pick the one person you're gonna speak to, pick a platform. Let's say you say, I'm gonna pick YouTube. Great, then just do YouTube. Go all in on one, forget everything else. Become good at one thing instead of average at everything else, right? So pick a person to speak to, pick a platform to stand on, and then pick a payoff to sell. People don't buy your stuff. They're not even really buying you.
as much as they like you and they will really like you when you speak healing words, hopeful words, and helpful words, people aren't buying you. They are buying an outcome. They are buying a result. They are buying a payoff. So what is the payoff? You can sell people. What is the result? You can give people. What is the transformation you've gone through that you can offer people in your paid offering?
My clients, the payoff that I sell is make $100,000 a month working 20 hours a week or less. That is the payoff that I sell. What is the payoff that you could sell? In my first business, the payoff I sold is make professional sounding recordings on a budget in your home studio.
Pick a person to speak to, pick a platform to stand on, and pick a payoff to sell. That's your business in a nutshell. And when you speak on that platform to that person, speak those healing words, those hopeful words, and those helpful words. Now, I wanna tell you real quick before we end our time, one of my favorite client stories is a gal named Iko. And Iko, when she came to me, she used to live in Hawaii.
She used to wait tables and work odd jobs and she wanted a better life for herself. And so she wanted to start a coaching business because she had developed a skill of, as a native Japanese speaker, she developed a skill where she could improve her English accent.
Graham Cochrane (31:52.653)
and she realized that other native Japanese speakers struggled with pronouncing certain words in English and they had some embarrassment around it, especially if it was a business man or woman, an actor or actress, a baseball player, somebody coming into the States or the UK and doing more interaction with the English speaking world and they wanted to improve their accent and their pronunciation. So Aiko decided to become an English pronunciation coach for native Japanese speakers. Okay?
She was picking, she picked a person, native Japanese speakers who, businessmen, actresses, or athletes, people that need to get better at their accent. That's the person. Nobody else. She picked a platform, YouTube, and she picked a payoff to sell. Better pronunciation of English or you'll sound way less Japanese and people will understand you better. And what that can lead to is, in theory,
better relationships, connections, whatever those outcomes are for those people. She went from struggling to make money, odd jobs, to when she came into my world and we started to work on her coaching and her offer and her content, creating $30,000 a month in her coaching business.
as a very shy, very sweet, introverted person. She's not on physical stages. She's not, she doesn't have a big following. She has about 500 subscribers on her YouTube channel and she's turned it into $30,000 a month as a coach because she had the courage to open her mouth, use her words and speak to that one type of person and speak healing words.
speak to their pain and embarrassment about their accent, speak hopeful words. It is absolutely possible to change the way you speak English and pronounce it in different way where you feel more confident and helpful words. She would show them what to do with their tongue, their mouth, the breathing exercises, all of it to get them results. And she's created an incredible life for her and her husband. Aiko is the least likely person to consider herself a speaker.
Graham Cochrane (34:09.452)
or a communicator. But it is exactly that, her speaking that has made her wealthy, her words that have created the wealth that have opened doors for her and changed her life. And if she can do it, I know you can do it. So my friend, your words matter. The content you're putting out there in the world matters. This is not woo-woo. This is not pseudo-science. This is just good old fashioned
serving people, conveying a message that can bring life change. What you say matters. So say things that bring life because at the end of the day, life is what people pay for. I hope this blessed you. I hope this helped you. Have an amazing week and I will see you on another episode real soon.
