Episode 8: Landing Big Fish Clients and the Right "Catch Method"


Guest: Jeff Moore

Topic: Preeminence


  • Prioritizing connections

  • Focusing on a few high-ticket clients

  • Avoiding “bycatch”

  • Revisit your avatar


EP8: Landing Big Fish Clients and the Right "Catch Method"

“Maybe getting one line in the water, and getting it right, is better than a scattershot method of throwing 15 lines with random bait. ” - Nic 1:46

In the entrepreneur world, we can become so focused on grabbing leads and building a following, that we forget that we are looking for a particular client who will be drawn by a particular method and message. How often do you value personal conversation over blasting content? How much effort are you making in the individual connections with individuals who could become lifetime clients? If you continue spending all of your effort trying to talk to everyone, you’re going to end up talking to no one. This mishap is common, to say the least, but if not remedied, it could be a fatal flaw in your business.

“It’s about being in the right place, with the right message, and the right method ” - Jeff (7:12)

Landing big fish clients is actually much simpler than we’d like to think. Do you really need 7,000 leads in the water, when you’re really only looking to build a substantial working relationship with a few high-ticket clients? This method can take time and patience, but in the end, is so much more effective at building the business you actually want, and getting your message to the proper audience.

A downside of spending too much time trying to grab all of the clients, rather than focusing on accruing the right clients, can be bycatch. In commercial fishing, bycatch is the term used for the unwanted fish caught in the nets thrown for a certain type of fish. If you are casting your nets too wide or using a net when you should be using a hook, you will end up gathering clients who aren’t a good fit for your product or service. This leads to wasted energy, and at times, exhaustion and burnout.

“If you aren’t taking specific and unique action to engage your clients, the clients will eventually find someone who will.” - Jeff (13:13-13:23)

Maybe you’re realizing that you’ve spent way more time than you’d like to admit on lead generation. Maybe you’re recognizing that you are out of touch with your avatar, and you have way too many lines in the water with the wrong type of bait. Maybe you’re realizing that you keep catching the wrong type of client, and now you’re realizing why. What now?

This week, revisit the specifications of your ideal avatar. Who is that client? What is this individual’s natural habitat, and what kind of bait will draw them in? If you don’t know, it’s time to find out. You can’t have a lack of clarity on what you want to catch, and then complain about what you end up with in your boat!

Regardless of the type of client you are seeking, low-tech is always best. What we mean is this, don’t ever demean the value that can be found in a genuine, authentic connection with an individual. It isn’t automation, it isn’t a killer funnel, it’s a real conversation with real people, offering real results. This week, reach out to a client, or a potential client, in an effort to build a genuine connection. Don’t use it as a ploy to make a sale. Add value. Become an expert. Build a relationship. Hone your method and message.

Some Topics we talk about in this episode:

  • Introduction - 0:40

  • Right Place, Right Message, Right Method - 5:23

  • Personal Connection is Vital - 10:36

  • Why Low-Tech is Best - 18:45

  • Dial in the Best Process for Your Avatar - 23:34

  • Wrap-up and Takeaways - 29:45

How to get involved

  • An entrepreneur alone is an entrepreneur at risk. Join the community, and join the conversation in the “Preeminence Unleashed”Facebook Group.

  • If you want to continually be challenged in your business growth, sign up for Nic’s Network Newsletter.

If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!

Episode 7: Questions > Answers


Guest: Jeff Moore

Topic: Preeminence


  • Knowing which questions to ask

  • Ask, rather than tell

  • Challenge your people

  • Questions encourage growth


EP7: Questions > Answers

“Asking the right question is a skill and a weapon.” - Nic Peterson

Socrates once said, “The only true wisdom is in knowing you know nothing.” Success in your business isn’t dependant on having the right answers, but in knowing which questions to ask. Questions are everything. They are the key to your own growth and your business and personal relationships. Learn how to master the art of questions, and gain a new skill and weapon to wield at will.

“People want to be told what to do, but when you can provide someone with better questions to ask, they will have the fuel to propel them into whatever stratosphere they want to go into.”

- Jeff Moore

Most of the time, people just want you to tell them what to do. It can feel simpler, easier, less scary that way. However, unless you are desiring to grow a needy client-base that is dependent on you for their every move, questions need to be your greatest used resource, and your default in conversations. Questioning is so much more powerful than telling, and can be utilized to help facilitate an individual’s growth, helping to guide them towards their own answer. Start being more aware of your conversations with clients. Are you quick to provide a solution? Are you elevating yourself as an expert, instead of helping to elevate your client? While it’s important to ask questions of others, it’s equally, if not more important to consistently be asking yourself questions. Become a detective of your actions, your motivations, and your pursuit of data.

“The process of discovery is not ‘tell me the answer,’ it’s asking questions that prompt more questions. It’s a series of questions that lead to growth.” - Nic Peterson

Become a master of asking questions. Not only will you find yourself learning more about your clients, friends, and family, but you’ll find that people in your circle of influence will become better at asking questions as well.

One way to do this is to start answering the questions that people ask. So many times, people aren’t asking the questions they really want to be answered. If they’re asking the wrong question, does it really matter what the answer is? People tend to hover closer to the surface or stay “safe” with vague, hypothetical questions. Challenge others to dig deeper and be bolder with their questions. When a client asks how to make $100,000 quickly, you can tell them to just sell all of their stuff. These answers could frustrate in the short-term, but hopefully, it will help them to think more about the questions they ask. What that client really wants to know is how to build a successful, sustainable business. To get there, they’ll need to ask bigger, more specific questions. Help them grow, instead of enabling their timidity.

Questions lead to more questions, and there is never a time when there aren’t more questions to ask. That, my friend, is a beautiful thing.

“Questions are the sculptor of the soul.” - Jeff Moore

Some Topics we talk about in this episode:

  • Introduction - 0:36

  • The Importance of Questions - 4:22

  • Some Really Important Questions - 6:36

  • The Benefit of Questions for Others - 10:22

  • Don’t Ask Lazy Questions - 14:53

  • Wrap-up and Takeaways - 27:36

How to get involved

  • An entrepreneur alone is an entrepreneur at risk. Join the community, and join the conversation in the “Preeminence Unleashed”Facebook Group.

  • If you want to continually be challenged in your business growth, sign up for Nic’s Network Newsletter.

  • preimenenceunleashed.com/socrates

  • Copy of Jeff’s Card

If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!

Episode 6: The Most Sustainable Method for Business Growth


Guest: Jeff Moore

Topic: Preeminence


  • Trust is the foundation for success

  • Character + competence

  • Trust yourself

  • Your toolbox


EP6: The Most Sustainable Method for Business Growth

“Trust and preeminence are symbiotic. There is no preeminence without trust, and there is no trust without being preeminent. ” - Jeff  

In an industry that advertises “value in advance,” but then psychologically manipulates individuals into feeling so stuck that they feel they have no other option than to invest thousands into a program, how do we foster trust and lead strong with a counterculture that adds value, instead of first demanding substantial investment?

Trust is the foundation for referrals, and for long-term sustainable success. It must be built over time and with intentional effort. However, in order to have the freedom to trust others, and for others to feel the security to place their trust in you, it is imperative that you first learn to trust yourself.

“As trust goes down, the cost of doing business goes up, and the speed of business slows down tremendously.” - Nic

There are two main aspects of an individual that are crucial when assessing the level of trust. The first is character. The people we let closest to us, the people we trust with our money and our time, are individuals that are consistent with their words and actions. In addition to character, it is vital to possess competence. Do I trust the person to get the end result? Do they have the skill required for the specific situation? These are questions we subconsciously ask when we are working with service providers. However, it is important to recognize that, in order to be the best service provider possible, we should be asking these questions of ourselves. Am I being authentic and consistent with those around me? Do I have the competence to deliver the end result?

Often, individuals with a low level of competence and character seem to have an answer for everything. You know the people we’re talking about. Trustworthy individuals, who have also built a level of trust in themselves, have the confidence to say, “I don’t know, but I’ll go find out.” Those are the people to have in your corner, and those are the people to emulate. No one expects you to be all-knowing, but they do need for you to be honest in order for them to trust you.   

“Ignorance is not the opposite of knowledge. It’s the illusion of knowledge that is the most dangerous.” - Jeff

If you are ready to build a greater level of trust in your brand, service, and business, the best place to start is building trust in yourself. The competence and character that you carry will be evident to your clients, and they won’t trust you if you aren’t coming from a position of security and genuine confidence. Find an individual you trust, and ask them to give you feedback. What are your strengths and weaknesses, and how can you grow in the area of trust?

This week, comb through your marketing and position an aspect of your brand to help others move forward. It’s important to focus on the tools you have that will help the potential client to build trust in self. Find a way to give away value for free. Give to those prospective clients that need your help even before they invest a single dollar into your service. When you help others move forward in their business and life because of something you did, you become a trusted advisor. Giving away value for free doesn’t make you a pauper or a martyr. Trusted advisors become trusted service providers. Period.

Some Topics we talk about in this episode:

  • Introduction - 0:57

  • The Two Layers of Trust - 3:45

  • The Importance of Self-Trust - 10:21

  • Where Does Trust Begin? - 18:13

  • Take the Time to Foster Trust - 24:47

  • Actionable Advice - 30:23

  • Wrap-up and Takeaways - 37:51

How to get involved

  • An entrepreneur alone is an entrepreneur at risk. Join the community, and join the conversation in the “Preeminence Unleashed”Facebook Group.

  • If you want to continually be challenged in your business growth, sign up for Nic’s Network Newsletter.

If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!

Episode 5: The Real-Life Wizard of Oz: How to Make Anything Happen With Steve Sims


Guest: Steve Sims
Topic: Preeminence


  • Begin with gratitude

  • Where Steve came from (You’re out of excuses)

  • Staying authentic

  • How to become, not just do


EP5: The Real-Life Wizard of Oz: How to Make Anything Happen With Steve Sims

“I remember visiting you a couple times and looking out and thinking, man, you’re living this unique life that is really cool, how magnanimous that is and what the steps are in between.” - Jeff Moore

Steve Sims is a guy who is really, really good at making things happen. Or at least, that’s the Cliff Notes version. Over the years, Steve has perfected the art of meeting the right people, connecting with them, and staying authentic. He put his skills to use building Bluefish, a company that provides one-of-a-kind experiences to its clients. Bluefish became the book, Bluefishing, which reached international acclaim (but don’t ask Steve where Taipei is), which has opened up more and more opportunities.

“I wake up in the morning, I look around at my family and just rejoice that it’s my morning, and what am I going to conquer? If I can wake up in the morning, I’ve already got an unfair advantage to win.” - Steve Sims

And all this from a guy who grew up in East London, destined to become a bricklayer. Steve relates that his grandfather told him, “If you don’t get out today, you’re me tomorrow.” He quit immediately, and recalls that he had simply felt out of place and wanted more for his life. From there, Steve’s path took him to a short-lived job in finance, and then to a job as a bouncer in Hong Kong, where Bluefishing was conceptualized.

As he went on, Steve found that his success came when he stayed humble and authentic, and this lesson came after Bluefish took a big nosedive. With this story, he relates the importance of resilience after failure and the story of how he met Claire, his wife and ultimate teammate.

“Go into a bar on a Friday night, and you’re next to millionaires and billionaires. The talent is how you communicate with them. How do you relate, connect, how do you make it irresistible to the point that they don’t want you to leave the bar stool? It takes you back to building relationships, building credibility, and connecting with someone.” - Steve Sims

Steve’s current endeavors include a fresh new course on networking and meeting high net-worth clients - as well as the crucial skill of becoming, not doing - and a podcast based on the ideas behind Bluefish. He also runs Speakeasies, events that bring together smart people and valuable learning. Although he curates all these interesting, intelligent people, Steve notes that he still feels humbled to be among them, and lets everyone listening in to this episode know, “You’re already out of excuses.”

Some Topics we talk about in this episode:

  • Steve’s Mornings - 1:30

  • Origin Story - 3:15

  • Moments of Doubt - 7:35

  • Claire and Steve - 10:30

  • Bluefishing - 13:30

  • Jesse Itzler + Steve - 17:00

  • Current Doings and the Course Philosophy - 19:25

  • Wrap-up and Takeaways - 30:00

How to get involved

If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!

Episode 4:The Process is the Shortcut


Guest: Jeff Moore
Topic: Preeminence


  • Fall in love with the process

  • Do what moves the needle

  • Put in the work

  • Record your progress


EP4: The Process is the Shortcut

“Success, and success in life for him is the process...he defines success after he finishes the process. It’s a function of the process, not a function of the destination.”

Much of the rhetoric surrounding goal achievement has to do with “shortcuts” promising fast results with minimal effort. Preeminence, on the other hand, involves falling in love with the process – not the expectation of a certain result.

Those who stay focused on the end goal or the idea of a desired result will find themselves unhappy for every day that they aren’t at that point. They become vulnerable to giving up when things go wrong on the journey. A person who falls in love with the process gets to fully enjoy each and every day that they are working towards their goal, because they’re loving the steps and loving where they lead.

After all, the process is the shortcut – and you can’t win a race you don’t want to be in.

“You cannot be running as fast as you can if you’re staring at the finish line. You do not get to choose if the bases are loaded when you come up to bat. Hit the ball.”

That’s an overwhelming concept at the start (for a lot of people). Nic Peterson is a prime example of loving the process and engineering it in a way that works, like so:

·         Figure out what moves the needle – Part of avoiding stress as you figure your process out is isolating the few behaviors that keep your trajectory moving steadily upward.

·         Do those things every day – This is every bit as simple as it sounds. Pick the two or three most beneficial factors for your journey and do them steadfastly every single day.

·         Put the work in long-term – Like all worthwhile things, getting to your goal means showing up and putting in the work every day for as long as it takes, be it weeks, months, or years.

·         Don’t crash and burn when you slip up – Failure is part of success. All you can do is look at whether or not you did the few things you set out to do, and if you didn’t, wake up tomorrow and do better.

“If you’re still in a place of judgment, judge your own behavior. That is the only thing you have any right to judge if you want to achieve anything.”

Finally, record the progress you’re making. This allows you to look back and see yourself moving positively forward, analyze your wins and losses, and constantly improve.

There’s truly no better way to phrase all this advice (or make it actionable) than to say, “The process is the shortcut”. Fall in love with the process, commit to it like you would any other relationship, and put in the work. You’ll get there.

Some Topics we talk about in this episode:

  • Introduction - 0:00

  • Falling in love with the process - 0:25

  • Prime example - 4:00

  • Engineer the process - 8:10

  • Love your goal - 12:00

  • Put in the work - 17:00

  • Recap and charting progress - 20:00

  • Wrap-up and Takeaways - 30:00

How to get involved

If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!

Episode 3: What is Marketing?


Guest: Jeff Moore
Topic: Preeminence


  • Proactive empathy

  • The purpose of marketing

  • Developing understanding

  • Best Process


EP3: What is Marketing?

“The most effective marketing is understanding where people are coming from and just saying, ‘Hey, I get you’.”

We hear the word “marketing” a lot. How many of us actually understand what it is? This week on Preeminence Unleashed, Nic and Jeff set out to define marketing and what it means.

Nic points out the number of times he’s been told “You’re so good at marketing,” even though that’s not how he defined himself, and the truth of the matter - that he’s laser-focused on becoming more aware of the way people think and behave, and why so. The key piece, according to Nic, is proactive empathy. Being able to say the things people feel but cannot articulate, and devotion to understanding what those things are, constantly.

Jeff adds his perspective:

  • Marketing is everything: the before unit, the during unit, and the after unit

  • The purpose of marketing is to drive new, increased, and/or profitable consumption of your product, service or message

  • True growth = new business - lost business + penetration over last year’s business

“When you can articulate the needs, desires, challenges, fears, and aspirations of the other person - not better than they can to you, but better than they can to themselves, you have now passed the tipping point of being their trusted advisor. All you need to do from now on is communicate with them with that level of understanding, and you will be their trusted advisor for life.”

Humans, at their base, share the same universal frustration: We do not feel understood. The reason Nic is good at what he does is that he is a human that cares and helps people elevate and upgrade their lives.

“Marketing is solving somebody’s problem. Not trying to enroll people or take somebody’s money to solve your problem.” - Nic

Being a trusted advisor is being able to tell people what is best for them. How does this happen? Understanding is the key. Removing judgment and re-adjusting your perspective to get in people’s heads. Not what they tell you, but what’s really going on.  

Preeminence is not “How can I help you,” but instead being a student of the people you serve. Take your experiences serving and use them to elevate the lives of the people you encounter.

“In the end, it’s going to be okay. If it’s not okay, it’s not the end.”

Nic reflects on the 23 questions he learned from Jeff that force you to puzzle through what’s really going on in client’s lives. If you go through these questions for your clients, then rinse and repeat, you’ll end up with a heightened understanding of each client -  which makes you the obvious choice to help.

Learned helplessness puts your clients in a state of “Screw it, I’m done,” and hearing about challenges and victories over them is what brings clients to the point where they trust you and can motivate themselves to make a change. If you can be the one to tell them about those victories, you’re in the best position to earn their trust.

The guys describe the Best Process call that Nic guides clients through, and the Deep Impact process, and why these allow them to go beyond the obvious and do the extra work to understand and thereby serve their people.

The Deep Impact sheet is available for members of the Vault and listeners of this podcast at preeminenceunleashed.com/impact. Go fill out the sheet and find out which parts of it are difficult, look at the people you’ve already worked with and let your experiences with them help you focus in.

We also have 50 Shades of Jay to look forward to with Jay Abraham - the link is in the Facebook group for Preeminence Unleashed!

If you’re craving more of Nic and Jeff and the insane value they’re giving out, keep an ear out for the next episode and visit the guys on Facebook and through the website.

Some Topics we talk about in this episode:

  • Introduction - 0:00

  • Nic + Marketing - 1.05

  • Proactive Empathy - 1:50

  • The Growth Formula - 3:15

  • The Universal Communication Problem - 4:15

  • Ask Not “How Can I Help?” - 9:25

  • Deep Impact - 10:45

  • Wrap-up and Takeaways - 30:00

How to get involved

If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!

Episode 2:Messaging -The Preeminent Force Multiplier


Guest: Jeff Moore
Topic: Preeminence


  • The messaging obstacle

  • “Via Negativa”

  • ValYou Discovery

  • The Compelling Introduction


EP2: Messaging - The Preeminent Force Multiplier

“I realized this is the missing piece - beyond Facebook, beyond funnels and webinars, messaging is what is holding these phenomenal service providers back.”

On this episode of Preeminence Unleashed, Nic and Jeff sit down to talk over the importance of effective messaging, and its potential for unbelievable positive impact.

Even the best service providers out there, people who are growing and pivoting constantly, will experience a moment at which they realize they can no longer clearly describe what they do. At that point, just a couple of small tweaks to their messaging can yield mind-blowing results for conversion rates and revenue. The ability to simply and effectively tell others what you do, how you do it, and for whom is crucial.

“To watch somebody, as we’re doing the messaging, light up...They’ve just become something more. That’s where messaging just excites the hell out of me.”

To put it Nic’s way, “More complicated almost never means more effective”. One of the most important steps in Jeff’s ValYou Discovery process is implementing “Via Negativa” - taking things away. When you stop reaching for the esoteric and adding more to your messaging, you can articulate what you need to far more effectively. Jeff points to John Lee Dumas’ policy of condensing messaging down to 50 words or less, trimming away redundancies and unclear language.

The ValYou Discovery session is a world-class force multiplier. It helps your clients and the people around you evangelize you well - you give people the tools to refer to you. If they can see your vision, they can share it. When you write a Compelling Introduction as part of this process, you outline:

  • Who you are + what you do

  • Who is your client (singular - the closest thing to “anyone” is “no one”)

  • What is that thing you provide that makes you different?

  • How do people brag about you?

“This is our mission. We want somebody to come in and be the subject of their feel-felt-found.”

Jeff points out that all bragging is done in “feel-felt-found” language. No one is going to evangelize you and tell their friends simply that you’re smart. They’ll talk about the journey you took them on and how your service made a difference to them. The mechanism says, “I know how you feel, I felt the same way, I found this person who helped me.”

The last question in the Compelling Introduction is, “What do you do that makes you the best in the world in the eyes of your customer?”

Hint: There’s a right answer, but Nic and Jeff are keeping mum about it until a later episode! For now, check out the training in The Vault (check out preeminenceunleashed.com/valyou) to see Jeff work.

That’s just the beginning. Stick around each week for actionable advice and valuable extras from Nic, Jeff, and expert guests.

Some Topics we talk about in this episode:

  • Introduction - 0:00

  • The Importance of Messaging - 5:00

  • Cut it to 50 Words - 6:55

  • The Referral Tool - 9:30

  • Compelling Introductions Origin - 12:30

  • Feel-Felt-Found - 14:05

  • Teasers for Next Episode - 15:20

  • The Vault + ValYou - 15:55

  • Wrap-up and Takeaways - 18:25

How to get involved

If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!



Guest: Jeff Moore
Topic: Preeminence


  • What is preeminence

  • Practicing proactive empathy

  • The “long game”

  • What to expect


EP1: Preeminence Unleashed with Nic Peterson and Jeff Moore

“We are so excited for not what this is today, but what it will become.”

Welcome to Preeminence Unleashed.

In this first episode, Nic Peterson and Jeff Moore sit down to jam on what it means to be preeminent - and how preeminence will revolutionize your business and the way you serve the people around you. This is a concept that has the potential to carry over to every piece of how you live and what you do, and to make your work transcendent.

“That’s what Preeminence Unleashed is going to be: someplace where somebody can go and hear stories and examples of somebody being preeminent, somebody that had persevered through this world of sameness and mediocrity and taken that big step into becoming more and really evolving into preeminence.”

Nic and Jeff also touch on the spirit of collaboration that flows through every entrepreneur network, gathering, and interaction they take part in. One of the principles that drives this community dynamic is the idea that, “An entrepreneur alone is an entrepreneur at risk”. Throughout the episode, the guys describe doing vs. being, living out the philosophy of preeminence, and learning from the legendary Jay Abraham.

“Being preeminent is about becoming part of that person’s story.”

And this is just the beginning. There’s so much great insight and actionable advice in store from Nic, Jeff and the superstar service providers and business owners they collaborate with day to day. Some of the most potent takeaways from the kickoff episode include:

  • How to simplify

  • The “long game”

  • Practicing proactive empathy

There’s a wealth of information to come as the next episodes roll in. Come for the personalities and success stories, stay for the opportunity to learn what preeminence means and to put it to work in your life and your passions.

Some Topics we talk about in this episode:

  • Introduction - 0:00

  • Becoming - 4:50

  • Philosophies, not tactics - 8:45

  • Why community matters - 12:00

  • “Stop doing it” - 15:00

  • Options, opportunities, offers - 19:04

  • How can I help you? - 20:25

  • What’s coming up - 24:00

  • Wrap-up and Takeaways - 30:00

How to get involved

  • Join the “Preeminence Unleashed” community on Facebook.

  • Sign up for Nic’s Network Newsletter

If you liked this episode, be sure to subscribe and leave a quick review on iTunes. It would mean the world to hear your feedback and we’d love for you to help us spread the word!