Notes
Highlights
Think Like A Billionaire
There are many kinds of assets. Among billionaires, the most valuable, non-renewable asset in the world is their time. So how do billionaires spend their most valuable asset – their precious time? Are they constantly checking emails, posting on social media, doing Facebook Live streams and other low-level activities they could delegate to a team member or outsource? The answer should be obvious. Many billionaires don’t even use email or a mobile phone, and some go off the grid for weeks at a time
Think Like A Billionaire
invest your time into deep work that produces revenue.
Think Like A Billionaire
Ford went from 240 million, and says one of the biggest reasons why most businesses never lift off is because of an obsession with ‘little chores’. Little chores are things that keep you busy but don’t make you any money… or even worse, lose you money. Instead of working on important tasks, most business owners let the squeakiest wheel get the grease. They waste time on low-yielding tasks that earn them a minimum return, like constantly checking emails and activities they could delegate or outsource. Meanwhile, they forgo the activities that produce the bulk of the revenue for their business – what I like to call Highly Leveraged Activities.
Think Like A Billionaire
A wildly successful business is a business where: Customers chase you, and not the other way around. Predictability and consistency generate new leads, clients, and revenue. You speak only to highly-qualified prospects you can actually help. You have an automated lead-generation system that delivers new customers on demand with minimal human effort. You focus only on the Highly Leveraged Activities that produce revenue. So, here’s the bottom line: Being busy is not the same as being productive.
Think Like A Billionaire
the money in business isn’t in your product or service, it’s in the selling of your product or service. What I mean is, no matter what industry you’re in, once you’ve got a few team members, and you’re looking to scale your business, you’re no longer a builder, baker, or business consultant. You’re a marketer. The fate of your business lies not just in having the best product or service but in your ability to market your products or services.
Think Like A Billionaire
The market doesn’t pay you to have the best products or service. It rewards you for solving problems. A transaction takes places where, in the mind of the consumer, the value of the solution you’re selling outweighs the price you’re asking.
Think Like A Billionaire
Your focus should be on intimately understanding your market and your prospects’ deepest desires, pains, fears, hopes, and dreams. You need to know them better than any of your competitors, and then craft marketing messages that effectively communicate how you can solve these problems. This exercise is the single most valuable activity you can do in your business.
Think Like A Billionaire
All Business Activities Checking emails Writing copy Speaking with clients Having meetings Creating Facebook ads Checking stats Creating systems & processes Coming up with offers & promotions Training/On-boarding staff Creating sales funnels Sending emails Shooting videos Recruiting Running errands Making webinars Creating proposals Scheming & plotting Setting up systems Looking at analytics Public relations/Interviews The 80/20 rule demonstrates you can and should disregard 80% of your business activities
Think Like A Billionaire
Revenue-Producing Activities Writing sales copy Coming up with offers & promotions Creating sales funnels Shooting videos Doing webinars Scheming & plotting Because these 4% of activities literally bring in 64% of all the revenue for my business, I hired an operations manager and other team leaders to do all the other things that don’t move the money needle.
Think Like A Billionaire
So what are your top 4% revenue-producing activities? Are they creating new offers? Motivating sales staff? Increasing lifetime customer value? Whatever it is, you need to figure it out. And once you’ve put together a list of these vitally important revenue-producing activities, it’s time to get to work and start automating and creating systems for just about everything else
Think Like A Billionaire
You shouldn’t invest your time in boring, low-value tasks. Because every minute you spend on low-value tasks or putting out fires is time taken away from the areas of your business that have the most leverage and the largest potential to make you money. This goes well beyond business activities. You see, you want to audit your time and where it is being spent and where you are getting the most leverage. For example, are you still cleaning your house, cooking your meals, doing laundry, and running errands? This life admin work is nothing more than a collection of low-level activities that can easily be outsourced. But how do you know when it’s time to hire a cook or a cleaner? The very first step is to figure out how much you’re earning per hour right now.
As the owner, your number one responsibility is to sell. Selling is not something you do on the side. It’s not something you can outsource or completely delegate. It’s the single most important job of any business and consequently any founder or owner. It doesn’t matter whether you have a great product or service… Your entire existence as an entrepreneur lives and dies by how effective your sales and marketing is at producing new revenue. Your business success is not based on your motivation, your team, your passion, or your desire to help people. If you have a marketing and sales machine that predictably brings in hordes of new customers every day like clockwork, owning a business can be phenomenal. If you don’t, owning a business can be unpredictable, unreliable, and incredibly stressful.
How To Sell Like Crazy
As a business owner, selling should be your number one priority – and you must act accordingly. This means spending the bulk of your time on marketing and sales-related activities – or as I call them, revenue-producing activities.
How To Sell Like Crazy
This doesn’t mean you have to be the one on the phone actually doing the selling yourself. Nor does it mean you must write every piece of sales copy on your website. However, you must be very much involved in every step of the sales and marketing process, so you understand the problems intimately and can identify the opportunities.
How To Sell Like Crazy
There is only one way to do this, and that is to invest most of your time, attention and energy in revenue producing activities – or the activity of selling. The ratio of time, effort and money spent on selling as opposed to other aspects of business should be 80/20, with 80% of it going toward revenue-producing activities and only 20% towards all the other management activities in your business.
How To Sell Like Crazy
You see, there are five major functions of business—product development, customer service, accounting, operations, and marketing. The one function that should always be given top priority in any business is marketing.
How To Sell Like Crazy
The other functions are clearly vital to a well-functioning business, yet without marketing you will not have sales and without sales, you will not have cash flow and without cash flow your business will die from lack of cash, which is the oxygen to any business. Without it you will not be able to pay for all the other functions, and you will go out of business very quickly.
How To Sell Like Crazy
I start my days at 4am, hungry for success, always willing to put the work in to make my dreams a reality. And it’s something I suggest you instil and forge in yourself. Because all the strategies and tactics in this book, or anywhere else, won’t mean anything if you don’t put in the work. Your work ethic is the only thing you can control in life. And if you strengthen it, stretch it to its limit, and forge an unrivalled work ethic that burns inside of you, you will win.
How To Sell Like Crazy
Having a single parent mother work ethic means being relentless. It means demanding more of yourself than anyone else could ever demand of you, knowing that every time you get tired, you can still do more. Put. In. The. Work. Every. Day. Do something you don’t want to do first thing every morning. Challenge yourself to be uncomfortable and push past the mediocre, the laziness, and the fear. Forge your work ethic and exercise it like a muscle. Strengthen it. Build it. Be relentless in your approach towards success.
How To Sell Like Crazy
Discipline, structure, rules, rituals, planning. These are the frameworks for success, yet these are not attractive things in today’s world of instant gratification. The average person reaches for the latest hack or loophole to attaining success with the least amount of work possible. However, that is a fool’s errand and will leave you broke.
How To Sell Like Crazy
I want you to take it to another level you didn’t even know was even possible. Get into that zone where you can shut out all the noise, negativity, fear, distractions, and lies, and achieve all that you want in whatever you do. I want you to light a fire inside yourself so big and so ablaze that no one can deny you.
How To Sell Like Crazy
If you’re required to exert willpower to do something, it means there’s internal conflict. It means, the ‘why’ is not big enough or the ‘why’ hasn’t overtaken your desire for whatever the alternative is. You want to make your ‘why’ so big that your ‘how’ becomes easy.
How To Sell Like Crazy
Your self-control is what will distinguish you from all the others. It’s what will give you the ability to show up every day, whether it’s at the gym, at school, building your business, making money, or training in martial arts. It’s doing what no one else is willing to do, so you can achieve what they won’t. That’s what comes from conquering your Little Bitch and forging your self-control and discipline.
How To Sell Like Crazy
Your hunger and drive must be blazing so big, so bright, and so furious that no one can deny it. You must crave success so intensely that the work it takes to attain it is irrelevant. Fall in love with the work itself, not just the result. Learn to enjoy the excruciating pain, you must endure to be successful. Success isn’t just talent. Talent will help get you started but it won’t get you to the Promised Land. You have to create a work ethic that ensures you become successful. Hard work and effort will beat talent 99% of the time. Put in the work to ensure your success. Don’t look for shortcuts. Don’t make excuses. People are always asking me about the secrets and growth hacks I use to grow businesses. Sorry if this disappoints you, but there are no secrets. Yes, there are strategies, tactics, and levers you can pull to unlock serious growth in your business – however, they all require you to put in the work to make them work.
How To Sell Like Crazy
you have to work hard on what gets results. Invest your time in the 4% that drives cash flow. Love the work itself, but set goals and demand results from yourself. Plan for progress and achieve it.
How To Sell Like Crazy
Take an honest look at where you are now and where you want to be. Then, ask yourself what you’re willing to do to get there. What fire are you willing to walk through? How much pain are you willing to tolerate? Then make a plan to get there, act on it, and do whatever it takes.
How To Sell Like Crazy
As entrepreneurs, and as people in general, if you want to become truly great at something, there is a choice we have to make. You have to make the inherent sacrifices that come along with it, including hanging out with friends or watching the game on the telly. It’s just a matter of what’s important to you. If you want to be a master at your craft, you have to make sacrifices. When you’re serious about success, there’s no off-season. Nor is there anyone coming to save you. It’s just you attacking your goals with gusto and a relentless single parent mother work ethic. If you follow the principles outlined in this book and do the work, you will be successful – beyond your wildest dreams. I will give you all the tools you need so that you’ll never go hungry in life. But like anything worth attaining, it requires a lot of work and dedication. Are you hungry for it? Willing to put the work in? Fired up? I thought so!
Créer de la Publicité qui vends est une top-compétence pour Entreprendre
The ability to write ads and marketing messages that sell is by far the most lethal money-making skill you could ever hope to acquire. If you master this skill, you should never again have to worry about money.
The $500,000 Learning Curve
no matter what business you’re in and no matter what you’re selling, your pursuit for wealth and success will always and forever be served by your ability to craft a killer sales pitch.
Comprendre ce que les gens veulent
When somebody is considering buying something, the one thing they want is information — useful, helpful, no-nonsense information. The more information you can give them in your ads, the better your chance to generate an action.
Sell Like Crazy-EPUB
One of the secrets to skyrocketing sales is by appealing to a larger market. The Larger Market Formula breaks down the entire audience of buyers in any market into four key categories:
Éduque les gens pour Vendre mieux et a une audience plus grande
To reach the 97% who aren’t ready to buy now (but could be very soon), you have to educate them. When a prospect isn’t informed or knowledgeable on a subject, they’re in a state of uncertainty and people don’t buy in this state. But the more they know, the more likely they are to buy.
The bonus here is, if you are the one educating them, you’re also making sure that when they hit the ‘buy now’ stage, they’ll be likely to buy from you. To do this, your message must be powerful, insightful, and education-based, and not simply a promotional piece about your company.
Sell Like Crazy-EPUB
The key is to install a system that: Attracts Educates Nurtures Gets prospects to act! This is vitally important for any business looking to grow rapidly and consistently. Because when you have a system that takes cold traffic from Google, Facebook, or any other channel and ‘warms it up’, you’re only talking to interested prospects, not time-wasters.
Sell Like Crazy-EPUB
Your systems – not you – are doing the grunt work in educating prospects, following them up, and delivering content that educates. And when they reach out to you, you’ll know they are predisposed, pre-qualified, ready, willing, and able to do business with you. They’re virtually 99% ready to buy.
Sell Like Crazy-EPUB
a sales funnel is a controlled path an online user takes to become a website visitor, then a prospect, and finally a customer. It’s a way to convert prospects from uninterested, confused wanderers into your best customers
Sell Like Crazy-EPUB
Here’s what you need to do: Educate your prospects so they know more about the process of solving their problem, and they’re empowered to make a better buying decision. (Do this using a High-Value Content Offer, i.e. free reports, videos, cheat sheets, or other value-based materials. You’ll learn how to do this in Phase 2.) Take your best sales pitch or frequently asked questions and turn them into assets that nurture prospects on autopilot. At the same time as giving them information, you’re also moving them up the pyramid. (Do this using the Magic Lantern Technique, which you’ll learn in Phase 6.) Position your solution as the obvious choice. Make them an irresistible offer using ‘The Godfather Strategy’. (You’ll learn how to do this in Phase 4.) If you can actively and skilfully move people up the pyramid, you can shift many of the 97% of prospects from ‘not buying right now’ or ‘not even thinking about it’ to becoming your customer right away. The best part about this is you get to reach your dream customers before they even know they’re ready to buy, thus reaching them well before your competitors have the chance. The best way to do this is through what’s called a sales funnel. This technique shifts a prospect up each stage of the pyramid over a period of a few weeks. Done right, you’ll easily see your sales double without having to spend more on your advertising.
Sell Like Crazy-EPUB
You need to uncover your customer’s deepest and most primal desires. You must delve into their fears, hopes, wishes, and dreams. This is the stuff they’re thinking but don’t tell anyone. You need to move beyond the obvious and work out how your audience thinks, feels, and acts
Sell Like Crazy-EPUB
you can laser in on the 4% of your customers who contribute to 64% of your business’s revenues, and importantly, find more customers like them.
Sell Like Crazy-EPUB
Once you identify your Power 4%, you want to learn all about them. Not just the usual stuff like age, gender, location, what products or services they enquired about, and how they found you
Sell Like Crazy-EPUB
You need to read your prospect’s mind. You must be obsessed with their passions, dreams, fears, and desires. Getting to know all this crucial detail is what we call The Halo Strategy. It’s the most powerful strategy of them all and the most important to get right – as none of the other stuff matters if you can’t nail this.
Sell Like Crazy-EPUB
Once you identify your Power 4%, you want to look at what characteristics they share. Start with the obvious data including age, location, and education level. In addition to this, you then need to look at what products or services they enquired about and how they found you or what channel they came in from. This gives you incredibly valuable information you can use with a variety of marketing tools to find the same type of customers out there who don’t know about your business yet.
Sell Like Crazy-EPUB
What are your dream buyer’s deepest fears? What keeps them up at night, tossing and turning, unable to sleep? What do they worry about in their mind but never tell anyone? Fully understanding your market’s deepest and most primal fears is an often overlooked component to crafting a customer avatar
Sell Like Crazy-EPUB
it’s equally as important, if not more, than understanding their hopes, dreams, and desires. Why? People are motivated more by pain than they are by pleasure. They are more motivated by fear of loss than they are by the desire to gain something.
Pense et exprime-toi comme ton audience
Robert Collier has this fantastic quote: ‘Enter the conversation already taking place in the customer’s mind’.
there is already language and niche-specific terms being used in your customer’s mind for their hopes, dreams, pain, fears, and desires. Your job is to listen and write them down. What industry terminology are they using, what specific vernacular and niche-specific terms?
you must document the exact phrases and terminology they use and store them in a spreadsheet to spark ideas for website copy, landing pages, and ads. Take specific comments from Reddit, Facebook Group, or YouTube, and document your audience’s word-for-word responses.
Scepticism is rampant. Now more than ever, people are attracted to people (and businesses) who speak their language, get their sense of humour, or share the same point of view.
Crée des Personas réalistes
Imagining what your ideal customer’s daily life looks like adds an incredible personal element to your marketing. It also becomes practical – when is the best time to email your prospects? When are they most likely to respond? When are they most attentive?
Your dream buyer is a completely different person at 8am on a Monday morning than at 6:30pm on a Friday. Be aware of this and use it in your marketing.
Sell Like Crazy-EPUB
Your clients are emotional beings, and people want to interact with companies and brands that make them feel good about themselves. Where are the touch points in your dream buyer’s journey where you can insert surprises, do the unexpected, be remarkable, and bring a smile to their face? Maybe it’s a handwritten thank-you note after signing up for your service, a personalised email sent on their birthday, or a free box full of company swag and cookies (who doesn’t love cookies?).
Sell Like Crazy-EPUB
Inserting happiness into the buyer’s journey can create a deeper level of emotional connection that cultivates loyal and raving fans for the long term.
Sell Like Crazy-EPUB
With the insights gained in Phase 1, your next move is to create the most irresistible bait for your dream buyer.
Sell Like Crazy-EPUB
imagine the ad began with this headline: WARNING: Do Not Buy A New House Before Reading This Shocking Free Report… What You Don’t Know About Building A New House That Could Cost You Tens-Of-Thousands Of Dollars And Threaten The Financial Livelihood Of Your Family 11 Things No Homebuilder Would Dare Tell You Before Taking A Deposit (Number 5 Could Cost You $100,000S) 6 Fatal Traps Of Buying A New Home Exposed! The Dirty Little Lies No Real Estate Agent, Builder, Or Even A Buyers Advocate Would Dare Tell You! So many more people would be compelled to read your ad and get in touch with you for your free report, right? If you present information that reads like a public service announcement, you’re guaranteed to stand out from the crowd in a huge way. Ads like this incentivise prospects, drawing them towards you with the promise of value and, importantly, no sales pitch.
Sell Like Crazy-EPUB
The valuable information you’re offering here is called a High-Value Content Offer (HVCO), and it draws leads to you like moths to a flame. HVCOs come in multiple forms – free reports, ebooks, videos, cheat sheets – but the goal is always the same: to offer your prospects incredible value, typically in the form of the solution to a problem they’re struggling with, without asking them to purchase anything in return. In return for all the value you’re providing, all you ask for is their name and email address.
Sell Like Crazy-EPUB
The goal is to wow them with this experience. If done right, this will prompt a conversation to take place in their mind: ‘If this is what they’re giving away for free, imagine what their paid products/services are like!’
Sell Like Crazy-EPUB
But first, to stop you from lighting your money on fire, this is what you absolutely must do immediately before creating a HVCO, setting up a website, landing page or running ads of any kind.
Sell Like Crazy-EPUB
when you deliver massive value to your prospects, you score a double whammy: First, your prospects thank you for the materials. Second, you position yourself as the trusted expert.
Sell Like Crazy-EPUB
It begins with a brilliantly-written headline that you could model for your own business, beginning with ‘What everybody ought to know about’. This is a great headline because it presupposes that everybody wants to know about the stock and bond business and also assumes there are things you don’t know.
Sell Like Crazy-EPUB
‘Why are we publishing this information?’ The ‘This is why’ strategy is brilliant and you should model it for your business to increase trust in your marketplace and ultimately your sales.
Sell Like Crazy-EPUB
That box first addresses the deafening scepticism in the reader’s mind that asks why they are publishing this information. If they didn’t do this, the reader wouldn’t be able to concentrate on the content being delivered because they’d be thinking in the back of their mind, ‘Why? Why? Why?’ and they wouldn’t focus on the ad or absorb the message.
Sell Like Crazy-EPUB
find out their prospects’ most common questions, then created subheadlines and bolded each one of them through the ad, which is simply brilliant. Not only did it address reader scepticism but also educated the reader by providing value well in advance of ever asking for the sale or anything in return.
Sell Like Crazy-EPUB
just straight up education and value. However, it’s still a lead generation a
Sell Like Crazy-EPUB
it appeals to the exact segment of the market you want because your message rises above the noise that’s created by loudness, hype, and the general lameness of your competition. If all your marketing consists of you screaming, ‘Buy my stuff!’ then you’re only appealing to a fraction of your potential buyers and you’re missing out on a huge percentage of the total number of potential buyers in your market. This is a great reminder that the job of an ad is not to sell but to create intrigue and get the prospect to raise their hand and say, ‘I’m interested’.
Sell Like Crazy-EPUB
people are 10 times more likely to come to you to learn something than they are to be sold to.
Sell Like Crazy-EPUB
we can take the information and answers we know our prospect is craving for, and package it as a High-Value Content Offer (HVCO).
Sell Like Crazy-EPUB
HVCO that would really provide value for your prospects, whether that be a free report, video, cheat sheet, webinar, seminar, or otherwise. Remember, it must be geared towards mass market appeal, answering the most prominent burning question, and offering the single most valuable and immediate solution to that problem. All while drawing into the top of your funnel as many targeted people as possible.
Sell Like Crazy-EPUB
HVCO Rule #1: Create an Attention-Grabbing Headline HVCO Rule #2: Make sure every point touches a burning issue. HVCO Rule #3: Keep it simple.
Sell Like Crazy-EPUB
you don’t want to call your free report How to Make Men Want You. It’s a vanilla offer and it doesn’t intrigue the reader. You want to name it, Make Him Beg to Be Your Boyfriend in Six Simple Steps.
Sell Like Crazy-EPUB
Consider an HVCO that King Kong put together: 22 Money Murdering Mistakes That No Web Designer Would Dare Tell You. It’s a lot more compelling than Five Things You Should Know When Building Your Website. We dialled up the volume, using strong imagery that provoked a visceral response. You want to make your title burn with intrigue and be absolutely irresistible If the title of your HVCO isn’t enticing and doesn’t stop people in their tracks, then nobody’s going to download it. And if nobody downloads it, you’ll have nobody entering the top of your funnel and you’ll have nobody to call. You’ll have no leads and you’ll make no sales.
Sell Like Crazy-EPUB
HEADLINE ESSENTIAL #1 – YOU NEED A HEADLINE THAT GRABS THEM AND PRACTICALLY FORCES THEM TO READ YOUR MATERIAL “On average, five times as many people read the headline as read the body copy. When you’ve written your headline, you’ve spent eighty cents out of your dollar”.
Sell Like Crazy-EPUB
Look at the wording: ‘Exposed!’ ‘Revealed!’ ‘Confession!’ ‘Horror!’ ‘Secret!’ ‘Torture!’ These are all emotional trigger words that strike up very visceral emotions
Sell Like Crazy-EPUB
HEADLINE ESSENTIAL #2: NUMBERS Numbers give your prospects a tangible object or logical idea to wrap their head around. They also lay out a structure the reader instantly knows will be easy to follow (not forgetting it makes it easier for you to write). Would you rather read ‘5 things you must know before hiring a wedding planner’ or ‘Some helpful information about hiring a wedding planner’? The answer should be obvious.
Sell Like Crazy-EPUB
It doesn’t matter what industry you’re in, this is cut and paste: ‘Shocking reporting reveals the 5 things you must know about X’. I’ve used it in hundreds of industries and it’s never not worked. Remember, your prospects are more distracted than ever before. People browsing the web are basically sleepwalkers and you must jolt them awake like an electric shock. Remember, they’re only one click away from seductive porn or irresistibly cute cat videos.
Sell Like Crazy-EPUB
In the first few seconds you must grab them by the throat and drag them into your copy and your offer. Once you have their attention with an attention-grabbing headline, this sets you up for the ‘meat and bones’ of your ad where you need to create enough desire for them to give you their contact details and download your HVCO – and therefore enter your funnel. And you do that by creating irresistible intrigue.
Sell Like Crazy-EPUB
HEADLINE ESSENTIAL #3: CREATE IRRESISTIBLE INTRIGUE It’s not enough just to get their attention and sell the benefits of your offer. You also need to pique your reader’s interest and have them burning with curiosity. The best way to do that is to dial up the intrigue. A great way to create irresistible intrigue is by using words such as ‘Must’, ‘Alarming’, ‘Shocking’, ‘Won’t Tell You’, ‘Exposed!’ ‘Revealed’ ‘Confession!’ ‘Horror’ ‘Secret’.You can download an additional list of power words to help you get started at https://resources.selllikecrazy.co/
Sell Like Crazy-EPUB
HEADLINE ESSENTIAL #4: SHOW THEM WHAT’S IN IT FOR THEM Your HVCO should ultimately be about them and their desired outcome. Your prospect needs (and wants) an immediate benefit and the key is to write about them – not you.
Sell Like Crazy-EPUB
You must add as many specific and vivid details as possible. Let’s look at one of the titles for a free report we looked at earlier: ‘7 Things You Must Know Before Hiring a Financial Planner’ That’s already better than most. Most people would generally go with something very vague like: ‘7 Things to Know About Financial Planning’ How can we juice this up and make it more irresistible? Lets add in some power words. ‘7 Alarming Things You Must Know Before Hiring A Financial Planner’ ‘7 Shocking Things You Must Know Before Hiring A Financial Planner’ ‘7 Horrors You Must Know Before Hiring A Financial Planner’ That’s a bit better, but what else can we do to really get these singing? Well, one more thing we can do to take these titles to the next level is to make them as specific and bursting with intrigue as possible. ‘7 Horrors You Must Know Before Hiring a Financial Planner (Not knowing these could cost you $10,000s!)’ ‘7 Alarming Things You Must Know Before Hiring A Financial Planner (#3 Will Blow Your Mind!)’ That last one is strong. The intrigue has been dialled up. Let’s go with that. FINALLY REVEALED… 7 Alarming Things You Must Know Before Hiring A Financial Planner (#3 Will Blow Your Mind!)
Sell Like Crazy-EPUB
Boring ‘7 Things To Know About Financial Planning’ ‘How to Meet Men’ ‘5 Facts About Web Design’ ‘Information About Getting a Divorce’ Irresistible ‘7 Alarming Things You Must Know Before Hiring A Financial Planner (#3 Will Blow Your Mind)’ ‘Make Him Beg to Be Your Boyfriend in 6 Simple Steps’ ‘22 Money Murdering Mistakes That No Web Designer Would Dare Tell You’ ‘A Top Divorce Lawyer’s Secret Checklist: 22 Tipoffs Your Husband May Be Cheating on You’
Sell Like Crazy-EPUB
Timeless Formula #1 X ways to achieve [Desirable Thing] without doing [Undesirable Thing] Example: 6 Ways to Get Washboard Abs Without Doing a Single Sit -Up Timeless Formula #2 [Do Difficult Thing] in [Specific Period of Time] Even if [Shortcomings] Example: Pay Off Your Mortgage in 7 Years Even if You Have a Modest Income Timeless Formula #3 Achieve [Desirable Thing] like [An Expert] Even Without [Something Expected] Example: Paint Masterpieces Like Picasso Without Ever Having a Single Lesson! Timeless Formula #4 How to Eliminate [Biggest Problem] without doing [The Thing They Hate] Within [Specific Timeframe] Example: How to Eliminate Your Muffin Top Without Giving Up the Foods You Love – Within 21 Days or Less!
Sell Like Crazy-EPUB
Make sure every point in your HVCO touches on a burning question your audience has. If you’re writing a report or an ebook, do this in the sub-heads to ensure anyone just skimming it will get pulled in. For example, if your headline is this: ‘5 Shocking Ways Internet Thieves Are Stealing Your Private Data – And the Secrets to Protecting Your Family!’ Every point or subhead in the text needs to support this assertion. For example, a subhead could be: ‘#1 – Think Your Password Keeps You Safe? Think Again!’ And, ‘#2 –Destructive Malware Will Fry Your Computer!’ The point is that if you make an assertion in your title or headline, you must back it up in the text. Keep up the pressure!
Sell Like Crazy-EPUB
All you have to do is write a short report (5-6 pages is plenty) and convert it into a PDF. (Don’t let the simplicity fool you into thinking they’re not effective. Some of the most popular HVCOs I’ve ever deployed were only eight pages.)
Sell Like Crazy-EPUB
You don’t even have to write your report from scratch. You could compile your most popular blog posts into one easy-to-digest guide, jazz it up with basic styling, and convert it into a PDF. Or you could interview experts on a subject, compile the answers into a report, write an irresistible title, and away you go. (Many experts are happy to do this as long as you provide a link back to their business).
Sell Like Crazy-EPUB
HVCO Types FREE Consultation Coupons Checklists Cheat sheets Quizzes Videos Video course Toolkit Calendar Podcast Interview Live demo Tickets Email course Physical product Swipe file Infographic Custom pricing White paper Ebook T-Shirt Industry statistics Case study ‘How-to’ guide PDF download Webinar E Course Phone call Assessment
Sell Like Crazy-EPUB
we must follow a proven process in order to turn strangers into high-paying clients; and the next step in this process is to get them to ‘opt-in’. Yes, the single purpose of the opt-in page is just that: to get people to give you their contact details in exchange for what it is you’re ‘selling’, typically a HVCO. ‘Selling’ in quotes is not a typo. I use the term ‘selling’ even though you will be giving this away for free. Why? Well, this is the very first transaction that takes place between you and your prospect. While there may be no exchange of money, the currency in which they’re paying for this piece of information consists of their name and email address. And you must wow them
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Just because you’re not collecting cash for your free report doesn’t mean you shouldn’t make it the type of quality someone would happily pay money for. The information you’re giving away on your opt-in page must be so good that it leaves your prospects saying, ‘If they’re giving away such valuable content for free, imagine what their paid products and services are like!’
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So, what should you put on an opt-in page to make it so irresistible and bursting with so much intrigue that it practically forces visitors to quickly cough up their contact details in exchange for what you’re offering?
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we’ve already done the heavy lifting when we completed the Halo Strategy and uncovered your market’s deepest pains, fears, hopes and dreams. This is where you can use this information to hit your prospects’ hot buttons to motivate them to opt-in for your HVCO.
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When building your opt-in page, you should include these elements: A headline that grabs your reader by the throat. A subheadline that restates your offer and what they’re getting. Ultra-compelling fascination bullets: Short and punchy explanation of how the content is going to help your prospect and make sure they’re oozing with intrigue. A visual representation of what they’re getting – a free report, cheat sheet, etc. A basic form for people to enter their name and email to access the content.
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The headline should snap your reader’s eyeballs to the screen and promise them a specific, vivid benefit. Focus on solving one specific pain point for your prospect. If it’s too vague it will roll over your prospects
Ecrire de meilleurs titres Le Copywriting & Storytelling hypnotique
When you’re writing opt-in copy, you’ve got to have energy behind it. Turn up the volume and take it to the extreme. Why? People browsing online are basically sleepwalking zombies. They roam from site to site until they find something that strikes them. Your copy must be like a thundering bolt of lightning that shoots through their bodies and shocks them awake from their slumber. To do this you must turn up the volume full blast. Headline Formula: Finally! How to Get [DESIRED RESULT] Without [THING THEY FEAR MOST] in [SPECIFIC TIME FRAME] - Guaranteed. ‘[PROBLEM]? Get My [SOLUTION] and [RESULT]’ If you’re struggling to come up with a unique headline, this little puppy works a treat, every, single, time. Guaranteed. The Opt-In SubHeadline The subheadline simply restates your offer and what they’re specifically getting, such as this: ‘26-page Paleo cookbook including 16 delicious Paleo-friendly recipes you can make in under 20 minutes PLUS beautiful high-resolution pictures’. It should then go on to explain how this will be delivered, and leave nothing to question, such as: ‘Simply enter your email address below and a PDF copy will instantly be sent right to your inbox’.
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The number one thing that impacts the effectiveness of your bullets? It’s curiosity. ‘Curiosity’, said the legendary American advertising pioneer Claude Hopkins, ‘is among the strongest of human incentives’. So instead of barraging prospects with blatant benefits, you want to craft bullet copy that teases, tantalises, and tempts prospects — intensifying their curiosity to almost unbearable levels, and then inviting them to satisfy that curiosity for free, simply by opting in. Writing great fascinations is an art form demanding a great eye, well-developed skill, and tremendous creativity. It’s an endeavour that can take years to master. To circumvent this arduous task, I’ve included my fascination bullet copy formulas for writing compelling bullet copy in minutes. Fascination Bullet Copy Formulas How to X without Y: ‘How to get washboard abs without doing a single sit-up’. ‘How to meet single men without speed dating or hanging out in bars’. ‘How to invest in real estate with no money down’. You need X, right? Wrong! Address a common belief and then create massive curiosity by talking against it. ‘Drinking 3 litres of water a day is healthy, right? WRONG!’ ‘Discover the number one thing you can do to stay 20 times more hydrated than drinking water’. This creates massive intrigue. X ways to Y: This is the most classic of all, ‘Five ways to meet single women in Melbourne’. Classic, straight forward copy. Where to find Y: ‘Where to find the most ravenous hyperactive buyers online’. How to eliminate X: ‘How to stop joint pain forever’. ‘How to never pay another cent in tax’. What you should never: This is a great one, as people are more compelled to know what they shouldn’t do than what they should. Fear of loss (pain) is greater than fear of attainment (joy). ‘What you should never say to a woman on your first date’. ‘What you should never do when trying to win over a prospect’. Say goodbye to X [frustration]: ‘Say goodbye to calorie counting and hour-long cardio sessions’. The truth about Y: ‘The dirty truth about fish oil revealed’. ‘The truth about flossing only after you’ve brushed your teeth’. Have you been doing X wrong? (And does it really matter?) ‘Have you been boiling your eggs in the wrong pot? (And does it really matter?)’
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It’s not enough to just tell your prospects about what they’re going to get. You need to show them, and make it polished so the perceived value is very high. Just the same way an online shopper wouldn’t buy something online without seeing high-resolution images, your prospects will be reluctant to hand over their contact details without seeing what they’re getting. If it’s a free report or ebook, show them a physical book or brochure mock-up. If it’s a cheat sheet, show them how many pages they are getting.
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The less information you ask for, the higher the conversion rate on your opt-in page.
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Now we’ve used a HVCO to appeal to the largest percentage of your market and collected their contact details via our opt-in page, we now have the ability to follow up and nurture these prospects via email and make them offers (that is where the majority of the sales will be made). But right now, we have the opportunity to capture the ‘hyper-active buyers’ – by making them an offer so good they can’t refuse – using a technique called The Godfather Strategy
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Make Your Prospects An Offer They Can’t Refuse Simple, isn’t it? An ‘offer’ consists of two things: What your prospects want when they respond to your marketing. What they have to do to get it.
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The Godfather Strategy is about making an irresistible offer with balls. It’s about making some huge claims and some big promises. It’s about having an offer so white hot that it melts objections and obliterates any friction between you and the sale… and… almost forces your prospects to buy.
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Sell What People Want To Buy
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‘What is the market starving for?’ Once you’ve done your research using the Halo Strategy and have discovered what people really want in your market, then sell it to them!
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Keep in mind that sometimes you can have the right crowd at the wrong time. You could be offering the best hamburgers in the world, but if you’re trying to sell those hamburgers to a crowd that has just finished a seven-course gourmet meal, you won’t have many customers.
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If, through this process, you uncover that what you’re selling isn’t indeed what your market is starving for, don’t try and put lipstick on a pig. That is, don’t try and dress up what you’re selling as being what they want and try and fool yourself or your market. Do not try and reason with or convince yourself that what you’re selling is ‘good enough’. Good enough won’t cut it. Simply do what’s required in order to pivot your business to align with what your market desires most.
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Most business owners and entrepreneurs spend tens of thousands of dollars developing a product or service before they’ve done deep market research or put together their offer or sales message.
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write your sales message before ever creating the product and service. Make the biggest claims, give the market what they’re starving for, create the dream-come-true experience for your market. And then, and only then, start to develop the product or service to deliver on it.
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First, create a ‘Detail Sheet’ about the product or services you want to sell. On this sheet you should have two columns, column one should be titled ‘Features’ and this is where you list the full list of the features of what you are selling. The second column should be titled ‘Benefits’. This column is where you convert all the features into corresponding benefits. Don’t discount the importance of this just because it sounds simple. While this might sound very simple, if you do this exercise correctly and do a good job on your research, your offers will almost write themselves.
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You should literally list every single feature about what you are selling that you can possibly think of.
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A benefit is what your product will do for the buyer. Let’s say the mattress on your bed is made from high-grade natural certified latex. That’s a feature. That fact could translate to benefits including it moulds itself to your body for perfect comfort, and it absorbs the movements of a fidgety partner and makes for more undisturbed sleep. But there could be even more benefits! Thanks to the high-grade natural certified latex, you will sleep more soundly, awaken refreshed, perform better during the day at work, get the promotion you wanted, make more money, and move into a bigger house in a nicer neighbourhood.
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Next, start thinking about your offer. Your offer is your basic business proposition, and is by far the most important element in your entire sales message. Offer Basics What are you selling? _______ How much does it cost? _______ Who will take immediate action on this offer? ________ How do you claim/buy it? ________
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come up with the most powerful offer you can put down in writing. It should be no more than a few lines. When you’re doing this, it’s really important to remember that no one is going to see this piece of paper except for you at the beginning.
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Now it’s down on paper, start pulling it back to something that you can actually back up and deliver on and that won’t get you sued for false advertising.
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Irresistible offers are detailed and specific.
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‘Get America’s best-reviewed mattress, delivered to your door for free, for a 120-night trial’. This is an irresistible offer
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There’s specificity in it. There’s risk reversal. And you’re going out into the market with a really, really strong and compelling Godfather Offer. If you’re in the market for a high-quality mattress, this is an offer that will get you to sit up in your chair. It will raise the hairs on the back of your neck, and it will demand that you pay attention.
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‘Home Builders Melbourne. Explore our latest designs. Designing luxury homes from a range of elegant designs. Enquire Now!’ That’s their ‘offer’. When we reduce it down to a straight headline it turns out it’s this: ‘Designing luxury homes from a range of elegant designs’. For most people that sounds pretty good. That’s what they do. They design luxury homes. They’ve got a whole range of elegant designs you can choose from. However, again, this is incredibly vague. It’s gutless, and it will be ignored in a sea of other lame, impotent offers that provoke zero action. As a consumer, I don’t even know what they want me to do from this. But it certainly doesn’t get me excited. Compare this to an offer we created for home building start-up Enso Homes: ‘We’ll build your new home in just 30 weeks or give you $5,000 in cash’. We didn’t just create this offer out of thin air. We found from our research (during the Halo Strategy) that the biggest pain point for consumers commissioning boutique luxury homes was that builders often drag out projects and constantly miss deadlines. And we found that most consumers who are building a new home with a boutique builder are renting, and they really can’t afford to be renting and doubling up on paying repayments on their house and land plus their rental property for an extended period of time. This was the problem keeping them up at night.
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we created this offer and put it front and centre of all the digital marketing we were doing for Enso Homes. On the website, on the landing pages, in their HVCO. Everywhere. How did it go? Let me tell you how it went. This offer took Enso Homes from zero dollars, and never receiving a deposit ever on a new home build, to over $7 million dollars in revenue in their first eight months.
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‘Best SEO management. Digital marketing experts’. There’s no offer here. It’s more of a statement, right? There’s no specificity, no risk reversal, no timeframes, no end benefit to me. This dull-as-dishwater copy will never awaken your prospects from their sleepy state, shoot an electric thunderbolt through them, nor provoke them to take action. This doesn’t get you excited in any way.
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‘Guaranteed Google rankings in 90 days or we work for free’. Woo-ee! Now that is an offer. It’s bold. It’s specific. And it’s got risk reversal all over it. Obviously, if we couldn’t deliver on that, we’d be quickly going out of business. But when we looked at creating and guaranteeing our offer, we did the research. We found that two-thirds of our target businesses had been with another agency and had been burned because they didn’t see the results that they wanted. When they came to us, they were highly sceptical – not necessarily of us, but of the industry as a whole. In response, we wanted to craft an irresistible offer that addressed these pain points, reversed that risk, and really allowed us to guarantee our clients’ results. This offer really helped us invade and conquer our hyper-competitive industry.
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Your Offer Is The Tip Of The Spear Of Your Sales Message In most cases, a strong offer will succeed in spite of weak copy, but strong copy won’t overcome a weak offer
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It really is the offer that makes the heart beat and blood pump in your marketing.
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A strong offer is not solely based on price. Don’t think you must have the lowest price in order to have the strongest offer. Having an offer based on the lowest price can easily be copied by your competitors. And whoever wins that race to the bottom usually loses, or they always lose, right? It’s usually the opposite with our clients because having a potent offer allows you to command higher fees.
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the items listed below are not irresistible offers that motivate people to do business with you: Great customer service Outstanding quality Being innovative Having a great team Being responsive to your customers’ needs Having a great reputation. I have a saying: ‘If the offer and the guarantee don’t keep the founder up at night, then they’re not strong enough’. You need to create a response from your prospects like, ‘How can they possibly offer this?’ Or, ‘How can they guarantee so much?’ Or, ‘Are these people out of their minds?’ It must look outrageous. It must make the decision a no-brainer for your prospects.
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The idea of a compelling offer is to remove all friction for a prospect to buy from you. You want to reverse that risk and burden and make it an absolute no-brainer for your prospects to take you up on your offer. In the words of the late, great Claude Hopkins, ‘Make your offer so great that only a lunatic would refuse to buy’.
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A Godfather Offer is comprised of seven major components that make its brilliance come to life: 1. Rationale Compelling offers begin with a clear and credible explanation of why you’re making such an outrageously generous offer. Perhaps it’s a ‘Special Introductory Offer’ and you’re so confident that once the prospect experiences the truly amazing benefits your product or service provides, they’ll be a raving fan of your company and a customer for life. Or maybe you have a more efficient business model than your competitors and this allows you to pass the savings onto your customer – exposing a ‘hoax’ or a ‘con’ positioning yourself as a concerned advocate, casting stones at a shared enemy and becoming your new customer’s greatest champion. Whatever your reasoning and rationale for the amazing, truly spectacular and almost unbelievable offer you’re making, put it up in lights and make it abundantly clear to ensure your offer is believable.
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- Build Value First things first: You want to build the value of your offer based on the usual everyday price – this can be what you normally charge or even what your competition is charging. It’s important to establish your regular price and make it seem like really good value. To make your regular price believable, specifics and forensic-like detail are crucial for proof. Tell your prospect where your product has been offered or sold at full price or even how many thousands of people have paid the full price for the product or service. Show, don’t tell: Where possible, it’s very important to include screenshots of other websites and catalogues. This makes it even more believable to the everyday sceptic that this is indeed true and you aren’t building superficial value or hype. Then, illustrate in great detail (sell) why even at full price your product is an incredible deal. Show how your product or service is a mere pittance to what they will make or save, even at the regular price. Then reveal your discount in a way that illustrates your role as your prospect’s advocate and champion. Quantify the monetary benefits the product will deliver and compare it with the almost insignificant price you’re asking in return. Reduce it down to the ridiculous. Breaking the regular price down to a daily or weekly figure and compare it with something far more trivial that they spend more on without even thinking about the expense: A cup of coffee or protein smoothie that’s just $1.33 per day, week, month; or cheaper than a cup of coffee to get [insert huge benefits].
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- Pricing If the offer you’re making is designed to turn complete strangers into paying clients and customers, the key is to offer a low-end price point that will get you maximum numbers of new customers, plus one or two higher price points to increase your average sale and return on investment. You want to lead with your most aggressive offer and then have two to three upsells after the initial purchase has been made. This makes the first sale as attractive and irresistible as possible and once the prospect has bought the first offer, the additional upsells are met with less friction than if you would have offered a higher price on the front end.
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The key here is to avoid presenting prospects with too many choices on the front end, and leave that to the upsell process. Your chances of losing the initial sale increase with every extra option to purchase they’re offered.
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Any additional time your prospect spends trying to decide which offer to go for kills the sale.
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if you’re generating leads, your offer might be a free consultation. If that’s the case, you still need to attach a dollar amount to the consultation and you still need to sell hard to get people to take you up on your offer, even if it’s free.
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Your offer should be specific, so you can’t just slap a ‘free consultation’ as your offer and think you’re done, no, no, no. Offer a free 30, 45 or 60-minute phone consultation, analysis, strategy session or roadmap.
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When your ideal price point – the level at which most of your customers will buy – is relatively high for prospects, consider breaking up the purchase into a payment plan of three or four payments. You collect the credit card number with the order, then charge it for one-third or one-fourth of the total amount each month for three or four months. By doing so, you effectively lower the perceived price point in your prospect’s mind and this should increase response. Plus, ‘today’ money is always more crucial to a prospect’s decision to buy than ‘tomorrow’s’ money.
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Premiums These are the free gifts that prospects receive along with the product they’re purchasing. Premiums are not to be scoffed at. You might be rolling your eyes and thinking about late night infomercials that gush, ‘But wait… there’s more! You’ll also get this free set of steak knives – if you order right now!’ The reason premiums are used is because they work. Having a hot premium can double or triple your sales.
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Power Guarantee The stronger your guarantee, the better. The role of the guarantee is to reverse the risk for the prospect and place it on you, the business, thus removing some of the friction before making the sale. Twelve-month guarantees tend to be the most common. However, it’s much better to be very specific and if the guarantee is attached to the performance of what you’re selling: ‘If you follow the program and don’t lose 10kg in your first 180 days, just let us know and we’ll refund every cent you’ve paid’.
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Offers without scarcity don’t sell as well, but it needs to be genuine or you’ll erode brand trust with your prospects. Think about it, if you don’t need to take action now, when will you take it? Never. Examples of scarcity include: Putting an expiration date on your offer. Countdown clocks. Only X left at this price. Buy before X to avoid a price hike. We only have so many hours in a day/employees to service you/products left in the warehouse. Scarcity has been shown time and time again to dramatically increase the pulling power of offers. The best marketers use it because it works. Injecting scarcity into your offer tells prospects they’re being offered something unique – but they need to act fast!
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Spend some time thinking about the objections your prospects would have and write them down below. What are the main objections to the offer?
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How will you overcome these objections?
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Once you’ve completed this, it’s time for the last step – to read your offer and ask yourself, ‘What can I add to make this offer even more compelling?’
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Once you’ve made your offer as irresistible as humanly possible, then make sure the copy is tightly written. Offer copy needs to be direct and to the point. There can be no confusion about what the prospect will receive in exchange for their money or time; when they’ll receive it and why it will benefit them. That means you must edit your offer copy even more ruthlessly than normal, making sure everything is crystal clear. I can’t stress the importance of labouring over your offer. Once you know what your market wants and you package it all up in the most irresistible offer possible, everything else becomes a lot easier. And once you experience a taste of what a Godfather Offer brings to your bottom line, you’ll never look at it the same way again.
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A powerful guarantee can triple sales, and they’re called upon less than 5% of the time
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Even if you have plenty of proof, testimonials, and other credibility elements to showcase, your guarantee is one of the most important credibility elements in your offer.
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The primary function of your guarantee is to make your prospect feel safe and secure that they’ll get everything you’ve promised them or their money back.
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know what you’re thinking: ‘If my customers can try the product before they pay, and return it without owing a cent, surely they’ll take advantage of me and I’ll lose money hand over fist and go broke!’ Know this, for every dishonest scammer who takes advantage of your liberal guarantee policy, you’ll get five honest prospects to say ‘yes’ when they otherwise would have been too uneasy or sceptical to buy. This has been proven time and time again in thousands of scientific split tests.
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Laser in on your strengths What area of your business is a strong point for you? Do you get results quickly? Do you have exceptional craftsmanship? Do you do very fast installations? Are you great at maintenance? Do your products or services produce consistently outstanding results? Do you save money or time for your customers? Always sell the thing you do better than your competition.
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vague notion of ‘satisfaction’. Satisfaction is too broad. Make a specific promise and tell your prospects they must experience the benefits you’re promising – otherwise they don’t owe you a red cent.
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What good things happen when a client uses your products or services? Better sleep? More money? Lose weight? Reduced stress? Write down the answer in detail and then guarantee that outcome. Do not simply guarantee ‘satisfaction’. Guarantee in detail what that satisfaction will look like to your customer and make it measurable.
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It’s vitally important that you know how well your guarantee is performing before you make it a core element of your offer. How? You can include it on some landing pages and not others, or different advertising channels such as Google, Facebook, YouTube, or Instagram. Then track the results and test, measure, and refine it until it’s really power packed and pulling in sales.
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Put it front and centre Once you’ve tested, measured, and refined your guarantee and found a winner that’s pulling its head off, put your guarantee in writing and place it front and centre of all your marketing and public relations. Put it on your website, landing pages, proposals, in your ads, your brochures – anywhere a customer will see it.
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Domino’s Pizza: Your pizza will be delivered in 30 minutes… or it’s FREE!
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giving your guarantee a unique name can dramatise it and heighten its impact.
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Make the value you assign to your offer believable by detailing not only how long the call will last, but also what they will receive on the call, such as a Free 30-Minute Security Vulnerability Analysis ($685 Value).
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Free No Obligation 45-minute ‘Property Tycoon’ Investment Strategy Consultation (Valued at $1,000)
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During your call you’ll discover… 5 most profitable property hot spots for your budget and ideal location. 7 insider tips on how to navigate the property tax world and uncover your hidden tax advantages. Which property markets give you the highest possible return on your investment. 3 financial traps which stop most Aussies going from one-time investors to property tycoons. How you can easily catapult your portfolio from 1 or 2 properties to 10 or more in just a few years. Plus, we’ll give you access to our exclusive Master Investor finance strategy which has helped people just like you go from everyday Aussies to wealthy property investors!
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My 17-Step Secret Selling System can be used to create sales messages of any kind, whether it’s for landing pages, sales videos, blog posts, webinars, or sales presentations.
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Ready? Let’s get started! 1. Call out to your audience Address your audience at the start of your ads, at the top of your landing page or sales letter. 2. Demand their attention Use a big promise headline, like the National Enquirer (Example: ‘How to lose 10 Kgs in 6 Weeks Without Exercise Or Dieting…Guaranteed!’) 3. Back up your big promise After your big promise headline, back it up with a straightforward explanation in the subheadline. 4. Create irresistible intrigue After you’ve crafted a headline that demands attention and a subheadline which positions your big promise, it’s now time to dial up the intrigue with some bullet points. Write out 10 to 20 additional headlines and trim down to your best six. Each bullet should call out the difference pains, fears, hopes, and dreams of your target market and add an element of intrigue – such as, ‘The Little-Known Secret to _____ that ________ Don’t Want You to Know’.
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Nine Questions To Define Your Dream Buyer 1. Where does your dream buyer hang out and congregate? Name both online and offline places where your dream buyers hang out and congregate. The more detailed and specific, the better. ‘Hangs out on Facebook’ is too general. ‘Hangs out in the Mothers of Melbourne Facebook group’ is more precise and actionable. ‘Likes the outdoors’ is too general to mean anything insightful and actionable. ‘Likes going to the park every Saturday morning with her two kids’ shows habits and values and is specific. ‘Reads blogs’ isn’t targeted enough. ‘Obsessively reads Rockin Mama, Mamavation, and Reddit’ is defined and revealing. Knowing exactly where your dream buyers are hanging out influences a lot of things including where you should advertise, what you should advertise, the tone of your copy, and vernacular to use.
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- Where does your dream buyer get their information? When your dream buyer is in research mode, where do they go to find the answers they seek? Is it Google? A particular blog? Books? Magazines? YouTube? Write your findings as a simple sentence: ‘When Sally is curious about a topic, the first place she goes is Google search on her iPhone’.
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- What are their biggest frustrations and challenges? Truly understanding and empathising with their biggest frustrations and challenges are the most important keys to defining your dream buyer avatar. By knowing what it’s like walking in your customer’s shoes, you’ll be able to create better products and services that address their specific pain points and problems. Here are a few examples to get your creative juices flowing: ‘I wish someone would just write this sales copy for me’. ‘I need to lose ten kilos before my wedding’. ‘Ugh. I wish I could just have someone run my Facebook ads for me’. Your dream buyer’s frustrations and challenges are integral to the products and services you offer. Whatever it is you are selling has to solve a problem large enough that your dream buyer will happily part with their hard-earned money for you to solve it for them.
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- What are their hopes, dreams, and desires? Knowing your dream buyer’s hopes, dreams and desires helps you paint a vivid picture of what life could be like after using your products and services. Think of it as selling the dream and painting a picture of the Promised Land. When your products or services help your dream buyer attain their hopes, dreams, and desires, it becomes much easier to write copy for your landing pages, website, ads, and other assets you leverage to sell more goods and services.
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The real money is in the 37% of people who are saying, ‘I’m kinda thirsty – what should I drink?’ They are either gathering information (17%) or ‘problem aware’ (20%).
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communicate with your customers where they already are. Don’t try and move them onto something that is more convenient for you rather than where they already are.
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You send the same 100 people to a website or landing page that speaks to the burning questions that market has with a HVCO. This type of offer generally converts at 25% because it’s aimed at educating the market rather than selling. Because the offer is more educational, naturally there is less buyer intent behind it, so these leads close at a lower rate of typically around 12% if nurtured correctly. Resulting in three sales. Net result? Same cost to generate the 100 visitors, with triple the amount of sales.
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This book also didn’t sell out in the initial 5,000. In fact, it sold only 2,000 copies. So Hayden sold the rest of her books to discount book stores and flea marketers who sell books for 99 cents. It was there that a New York publisher stumbled across the book, bought it, read it, and thought, ‘This is a great book about how to seduce women’. He called Naura Hayden and bought the rights to the book and republished it. He didn’t change one word inside the book. Exact same book… The product was the same. But he changed the title to this: How to Satisfy a Woman Every Time… and Have Her Beg for More! Which book would you rather read if you were in the market for that type of thing? Well, the result was 2.3 million books sales in the first 18 months! It became a massive cultural phenomenon and a New York Times #1 best seller. Same book, same content, just a different title. It wasn’t the picture on the cover that made the difference (actually there is no picture). It was the title, and more specifically the offer in the title that changed.
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that was an offer that someone actually wanted. The take-away for you is simple and clear: Identify your Dream Buyer’s single most pervasive and persistent hair-on-fire problem – and then offer them the single most valuable and immediate solution.
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really labour over figuring out the best possible title for your free report. Because the truth is, the title of your free report is the number one factor in the pulling power of your HVCO and will largely be responsible for the amount of people that enter your funnel… and the amount of sales you make.
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So, let’s try it for your business: ‘7 Things You Must Know Before Hiring a Financial Planner’ ‘12 Things No Wedding Photographer Would Tell You’ ‘22 Money Murdering Mistakes No Web Designer Would Dare Tell You’
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Show them how they’ll learn simple tips that will help solve their problem. Show them what their desired outcome looks like, and then educate them on how to get there. That’s the payoff the reader gets in exchange for their email address.
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Top financial planner reveals his secret checklist and the dirty little lies that could cost you $10,000s and stop you from retiring 7 years early. Shocking free report reveals all!
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Talk about and describe in vivid detail what they’ve tried before to fix the problem and why it hasn’t worked.
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Identify the audience (who they are, how they feel) or tell a story about a problem, a struggle, or a challenge. Explain vividly how it feels to experience the specific problem your target market has. They should feel as if you’re reading their mind and be left saying, ‘Yeah, that’s exactly how I feel’. Agitate the problem so they really feel pain and agony and become motivated to take action. Remember, people are much more motivated by moving away from pain than moving towards pleasure.
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- Provide the solution Reveal a solution to their problem with your products or services and then prove this solution is the best viable option that exists. Demonstrate clearly how it’s different from all the other solutions they have tried which failed
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- Show your credentials Prove to them you can be trusted, establish your credibility, and demonstrate your expertise. At this stage, your reader’s scepticism is high and must be quietened. They’re telling themselves, ‘Sure he says he can fix my problem. That’s what they all say. I’ve been told this a hundred times’. So, prove to them you can be trusted by showing them your credentials. For example: Results you’ve achieved. Successful case studies. Prestigious companies (or people) you’ve done business with. The number of customers you’ve served. Press mentions you’ve received (any and all). Important awards or recognitions. Your reader must feel ‘you’ve been there and done that’ with great success and that they can expect the same.
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- Detail the benefits People don’t care about you or your product or service, they only care about what it will do for them. Features tell and benefits sell, so talk only in benefits. Use bullet points to call them out.
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- Social proof You must build credibility and believability in your business and your offer. Use third-party validation to build authority, such as research statistics or quotes from credible or authoritative sources.
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- Make your godfather offer In order to convert, your offer must be: Clear and easy to understand: There should be no question as to what your audience is getting in return for their email/purchase/registration. Value-based: Your offer copy should be focused on how it will fill a need or solve a problem. Concise: Keeping it short and to the point will drive more conversions. Persuasive: If there ever was a place to bust out your salesperson chops, your offer is it. Irresistible: It must be such a good offer that it’s a no-brainer for your prospect and even leaves them asking themselves, ‘How can they possibly offer so much value?’ Make it so compelling that only a lunatic would refuse!
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- Add bonuses Add relevant bonuses or sweeteners to the offer. These should be highly desirable but not essential to reaching the desired outcome – prospects simply need to want them.
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- Stack the value Use the value stack to do just that… stack up the total value and benefits of everything in your offer. Tell them how much everything is worth then paint a vivid picture with benefit explanations to raise your offer’s perceived value.
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- Reveal your price Add prices together to calculate value, then reveal a price that’s much cheaper. Explain why the price is what it is and why it’s such great value. If your goal is lead generation and you’re pitching a free consult, it’s important that you put a dollar value on what the consult is worth. This is not to be confused with the price of your services; you can cover that on the call.
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- Inject scarcity Offers without scarcity don’t sell as well, but it needs to be genuine or you’ll destroy your reputation. Think about it: If you don’t need to take action now, when will you take it? Never. Examples of scarcity include: Putting an expiration date on your offer Countdown clocks ‘Doors are closing’ ‘Only X left at this price’ ‘Buy before X to avoid a price hike’ Scarcity has been shown time and time again to skyrocket conversion rates. The best marketers use it because it works.
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- Give a powerful guarantee Remove, eliminate, reverse, and take out perceived risks. Longer guarantee = less returns. A guarantee transfers the risk from the buyer to the seller. And it shows the buyer that if the product doesn’t deliver, they won’t be at a loss of time or money, thus eliminating the pain of buying. Whether it’s a no-risk money-back guarantee or a promise to not share their information, guarantees remove the risk associated with your offer.
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- Call to action (CTA) The call to action is a command. Be specific and tell them exactly what to do. Keep it clear and direct – your audience shouldn’t have to play 21 Questions to figure out what you want them to do. Ask them to do just one thing, because the more hoops you ask them to jump through, the more likely they’ll be to say ‘screw this’ and leave.
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- Close with a P.S. that includes a warning and a reminder Always include a closing point or P.S. It’s the third most read element of your letter. Remind them of your irresistible Godfather Offer. Warn them against the consequence of what will happen if they don’t buy. Include your call to action and remind them of the limited time or quantity.
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Action Points Write down the most irresistible and absolute best offer you can come up with. Even if it scares you – then you know you have a great offer. Create an irresistible landing page, video sales letter, or whatever delivery mechanism will work best for you and your prospect, using my exclusive 17-Part Secret Selling System and example templates provided. Pitch the phone call and not the sale. While you ultimately want to convert your prospects into paying clients, in order for that to happen you’ll need to speak with them. With that in mind, make your Godfather Offer centred around a free phone consultation, analysis, strategy session, or roadmap.
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This is how you do it: Start with one channel (SEO, Google Ads, Facebook Ads, Instagram Ads, YouTube, LinkedIn, etc.). It depends on your budget as to which one you should choose first. Once you establish an offer that converts profitably and you’re making more than you’re spending, get clear on your cost per lead (CPL) and cost per acquisition (CPA) of getting a new client on this channel. Assuming your goal is to scale your business, keep adding as many channels as possible, stacking one on top of the other: SEO Google Ads Facebook Ads YouTube Ads Retargeting Keep at each channel until you gain momentum and receive a minimum of 50% ROI. Then roll these additional profits into experimenting on a new channel. Use this channel as a benchmark for your CPL and CPA when comparing the success of your new channels.
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For a business, having the ability to turn advertising into a profit is the single greatest skill to ensure you won’t ever go hungry.
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Because we developed a proven funnel, where we knew that for every 5, 10, we no longer had a traffic problem. That’s the power of getting this system right.
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Make sure your message matches the temperature of your audience!
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there are different types of traffic. You need to make your offer extremely enticing if you want them to click. Understanding where they are in the buying cycle – and what channel is best to reach them – is critical if you want to tailor a message to fit.
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If your message is not speaking to the temperature of your audience, it’s never going to work. If your customers are cold, then offer a more cold-suitable call to action (CTA) such as a quiz, free guide, or competition. If your customers are piping hot, don’t beat around the bush – take them straight to the shopping cart.
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Marketing is much like dating. There are a series of steps and events that must take place in order for a relationship to develop and get more serious.
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Instead of capturing a lead by using a HVCO, building value through using the Magic Lantern Technique (we’ll get to that in phase 6), educating your prospects, and only then asking the prospect to buy, most businesses are out there screaming at the prospects to buy straight out the gate.
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The job of the ad is to ‘sell the click’, its job isn’t to sell your products or services. If your product or service can’t ever be sold directly from the ad - why try? The job of the opt-in page is to ‘sell the opt-in’, in other words, to get the prospect to opt-in and give their contact details in exchange for your HVCO, so you can follow up with them. This gets your prospects to raise their hand as being interested in what you’re selling.
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The job of the landing page is to ‘sell the next step’ if you’re generating leads, this is where you want them to land. It’s where you make your pitch to your prospects so they can book in a time to chat with you. Tip: make it all about them and not about you. The job of the sales mechanism is to ‘make a sale’ whether you deliver your sales pitch over the phone, through a webinar or online via e-commerce. Everything leading up to this point has brought you here and now is your time to close the deal.
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Targeting prospects in buy mode is best done using either Google Ads or SEO, and focusing on those super-high purchase-intent keywords and phrases. Here, you’re specifically targeting the prospects who are fully aware they have a need and they’re just searching for the right person to do business with.
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targeting prospects in the awareness stage can be done using a whole bunch of platforms including Google, LinkedIn, Instagram Ads, Facebook or YouTube, I recommend the only two to consider are Google and Facebook.
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they can offer incredible targeting features that help you identify prospects who show buyer intent, matching all types of laser-targeted criteria from household income to purchase activity, and a ton of other unbelievable targeting options for your ads. When it comes to advertising online, this is where the opportunity is right now.
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Cold prospects represent the largest segment of your market and can be accessed through Google, LinkedIn, Instagram Ads, Facebook, or YouTube. Targeting these prospects is ultimately where the biggest potential lies long term, but to warm them up you’ll need a clever sales funnel with education-based content, such as what you’ll learn in this book. Sounds complex, but trust me, it’ll be worth the payoff when you start dominating your competition.
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know it’s easy to start feeling overwhelmed at this point, so let’s take a breather. Just imagine that Google and Facebook are raging rivers, full of your best kind of prospects. Your sole purpose is to get the attention of these prospects as they’re racing past in that stream. When you break it down to those fundamentals, it’s very simple. And though it can be tricky keeping on top of the interface changes on these platforms, the fundamentals never change because they’re based in human psychology and the primal desires, fears, hopes, wishes, and dreams that drive us all.
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Your ads should demand attention and compel readers to click, not buy. Imagine the advertising channel you’re employing as a raging river full of prospects and your sole purpose is to get the attention of your dream buyer as they race past. So that begs the question – how do you get their attention and what drives a click? The answer is primal desire that can be provoked in a number of ways: CURIOSITY & INTRIGUE SHOCK DIRECT BENEFIT IMPLIED BENEFIT FEAR VANITY SELF-INTEREST (Better, Richer, Stronger, Faster, Healthier, Happier, Sexier, Fitter, Smarter)
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There are a bunch of different winning ad types listed below. Read them, think about why they work, and which approach would work for your market.
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In my experience, it takes a minimum of 20 attempts to get the best headline. Some of the best headlines are like the Franken-headlines, where you see that one ad is working really well, and then another ad is performing somewhat well, and you mishmash all the elements and keep tweaking it and running different variations to find the killer ad that just crushes it in your space. You need to think about what your target audience really wants. And I know you might be thinking, ‘Well, Sabri’s copy is a bit outrageous’, but the thing is, average copy just wastes money. You need to be provocative. You need to shock people. You need to say the opposite of what your competition is saying. If you want to cut through the noise, and enter into a market and own that category, then you need to do something different to get attention.
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These are the nine key questions you should be asking yourself when it comes to Google Ads or PPC campaigns: Am I getting more money back than I’m putting in? Do my keywords match search terms my market is using? Are my conversions increasing every month? Is my cost per conversion decreasing? Are my visitor’s needs aligned with what I’m offering? Does my copy demand attention and sell the click? Is my PPC strategy geared for sales? Is my tracking in place so I can determine which keywords are generating sales? Is my focus on EPC (earnings per click) and sales volumes?
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A return on investment is obviously the most important metric to look at. However, there’s no point in spending $100 per month and getting a 12,000% return on investment because it’s such a small scale. So while you want to look at earnings per click, you also need to look at sales volume.
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Facebook certainly has the lion’s share of eyeballs. It’s not hard to see that when you look around, people are glued to this thing. Right? There’s pretty much no-one you can’t reach through Facebook these days. Everybody is on this thing and it’s only going to get worse – or better for us as marketers and business owners! While you want to make sure you don’t personally fall prey to this kind of vicious time-sucking vampire, it’s an incredibly powerful platform for marketers. There’s such rich data and laser-targeted criteria for reaching your hardest to reach, best prospects and dream buyers, and you can access them in a matter of seconds.
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instead of trying to swim against the raging river that is people’s attention, remember the advice of Eugene Schwartz, one of the greatest advertising minds to ever live. He said, ‘This is the copywriter’s task, not to create mass desire, but to channel and direct it’. In this instance, we’re talking about channelling people’s desire to engage with content that looks like news. Remember, your ad has one job and that’s to get people to click. In order to do that it should look like breaking news or an exclusive article, because we know that will compel people to click on your ad, read it, and engage.
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Let’s not swim against that raging river of attention. Instead, let’s just swim along with it and channel that desire to engage in that kind of content. We’ve discussed what drives a click, and that’s curiosity, intrigue, shock, or direct benefit that a person stands to get from clicking on the ad. That’s the big promise we’re going to offer in our ads. So, to summarise, what we’re looking at is using these primal desires and combining them with the breaking news hook, and that is the winning formula.
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These AARP guys have three seconds to grab that person with all this chaos taking place, with copy that’s compelling enough to get them to pick it up, throw it on that checkout, and go ahead and buy it. That is no easy task. How do they do that? Well, with killer headlines, and bullet copy, and fascination copy that’s just burning with intrigue. ‘Six Bad Habits That Are Really Healthy’. What are they and why are there six? What are those six things? I really want to know! Another one, ‘Oh No, My Aching Back. Five Causes of Pain That Will Surprise You’. If you have back pain, which a lot of people do, what are the five causes? They’re going to be surprising to me, so I can’t already know them. Again, they’re luring me in. It’s nothing too crazy, but it is intriguing. Is it a heart attack? Read this and be sure!
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All they want you to do is pick up that magazine. They’ve got that bait on their hook and they’re reeling you in. Here’s one that I love: ‘Live to 100, We Found the Secret Formula in a Remote Village’. Naturally, you want to know what that is, we all want to live longer, right? And there’s a secret formula that was found in a remote village… This isn’t some cutesy copy they think might work well. This is something that’s working to get 50 million people reading their magazines every month. I realise these are examples from a mass-market magazine, but this is where you’ll find the highest paid copywriters
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this one: ‘After 10 Years as a Financial Planner I’ve Realized Almost Everyone Gets the Same Thing Wrong About Money’. Naturally, I want to know what that is. What is that thing? It’s from a financial planner that’s been doing this for 10 years, and I really want to know what that is.
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This is for a weight-loss person. ‘Breaking news, exactly how I lost 77kgs, and how you can too’. A picture of the guy eating ice cream who’s saying he’s lost 77kgs. Wow. What is this? Did you diet? This makes me want to get involved and click through.
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12 to 18 words are the optimum number for high-performing Facebook ad headlines.
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The Intro Text This is the very first thing the scroller will see. This is why you go straight in with the news angle or call out your audience at the very top, whether it’s ‘Attention business owners’, or ‘Attention mothers over the age of 25’, or whatever it might be. Test different lengths of copy in here. We do very long form copy, and then we do short-form copy. In most instances longer-form copy will do the best job but it’s good to test everything.
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The ad image is a really important element and it’s where I see most people getting it wrong. They’re using glossy images with buttons to try to get attention. But the thing is, Facebook is a native advertising platform, meaning that advertising should look like normal content being shared. People tune out things that look like adverts. Your ad images shouldn’t look like an ad.
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Ad images with no text – which look more like news or general-interest images – get a much better response than images containing text.
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Model the structure of your headline on AARP Magazine, or the National Enquirer, or news headlines. Or go to Google News and look at their headlines and trending news articles
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The Call to Action Button There are a number of different alternatives you can use including ‘Enquire now’, ‘Learn more’, or ‘Download’, for example. We’ve found that ‘Learn more’ is the least threatening and converts best at the moment.
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average copy wastes money. Don’t be vanilla, be provocative. Do something different. Stand out. Look at what all the competitors are doing in your space, because their ads will be popping up on your newsfeed no doubt – and then do the opposite.
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Facebook Ads Checklist Does my copy look like news and demand attention? Are my Facebook ads selling the click? Is my tracking in place so I can determine which audiences and ads are generating sales? Is my focus on earnings per click (EPC) and sales volume? Is more money coming back to me than I’m putting into Facebook ads? Is my copy the perfect bait for my dream buyer? Are my conversions increasing? Is my cost per conversion decreasing?
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Let’s show you how to put this all into action. You start with a traffic source. It could be Facebook, Google Ads, Instagram, or even YouTube. You buy traffic from these channels at around $2 a click or less, and send them to an opt-in page. This is a webpage where a customer gives you their details – email, phone number, whatever – in exchange for something valuable. Your High Value Content Offer might be a piece of information, an ebook, or something else. Once they’ve opted-in, they become a prospect, and you can market to them, virtually for free, using email. We find a combination of email with video generally works best. They download your HVCO and then get redirected to a thank-you page, which is a landing page that presents your Godfather Offer to them. This page could be straight text, video, or a combination of both that presents your irresistible Godfather Offer. Once the prospect clicks the button on this page to take up your offer, they are taken to a survey page where you can secure more details and arrange a call, on which you’d aim to make a sale immediately. That takes care of the 3% who are in buying mode and eager to sail through your funnel to the purchase. But what about the other 97%? They enter your funnel, but because they’re still undecided, they don’t take the next step to scheduling a call or purchase.
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Obviously, these people have a need or problem they’re looking to solve; otherwise, they wouldn’t have opted-in for your HVCO in the first place. However, they aren’t in the 3% of the pyramid that are looking to buy now. This is where it really gets interesting. Remember I said the biggest profit opportunity online lies in the 97% of prospects who aren’t in ‘buy now’ mode? They are the biggest market, and marketing to them can give you a huge advantage over your competitors. You just need to know how to treat them. They might be right on the edge of buying but just need a little something more. So, you engage The Magic Lantern Technique and send these fence-sitters a video sequence that teaches them something that ultimately moves them closer to their desired outcome.
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This is a series of two or three videos that give them pure value. They’re not selling anything, just giving them some value in advance and taking them closer to their desired outcome. At the end of each video you include a call to action saying something along the lines of: ‘If you liked this content and you’re committed to getting X outcome, I’ve got a really great offer for you. I’ve put some time aside in my calendar to help you solve this problem or get your desired outcome. And you can go ahead and book in some time with me here’.
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This may seem complicated, but the result of this video sequence is that you turn a good chunk of that disinterested 97% into genuine, eager buyers. You’ll still get your standard 3% of ‘itchy-to-buy’ prospects from the first step of this funnel, but this next chunk is a far bigger volume of buyers and is like gravy on top. It’s what will let you spend more on acquiring a customer, make more money from your ad spend, and put you miles ahead of your competition.
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Using The Larger Market Formula and appealing to a broad audience of cold traffic gives you the biggest opportunity to scale. Using a wide funnel allows you to reach the most number of prospects at multiple touch points through the buying cycle. But what does this actually look like in practice? Well, I’ve developed a technique that’s proven to be the single best way to attract dream clients, and get them fast. It’s a simple step-by-step approach that works to simultaneously create desire and trust in the market place, and genuinely build goodwill that helps your prospects whether or not they buy from you. The Magic Lantern Technique is like guiding your prospects down a metaphorical path to their desired end state. Along the way, you provide a ton of value and all the goodwill that comes with it.
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we live in a day and age where scepticism is rampant. People are more cynical now than any other time in history. It’s never been harder to convince a prospect that what you’re selling works and that they should do business with you.
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we know who our dream buyer is and what they look like and what their characteristics are. We’ve done this using the Halo Strategy and really digging into their pains and fears and hopes and dreams. And then we’ve created that HCVO which specifically targets that dream buyer
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now we want to really think about where they are at. Let’s put ourselves in their shoes and think about where they want to go. What does your dream buyer’s desired end state look like? I’ll use a PR consultant to illustrate how we can go through this process and implement The Magic Lantern Technique for that kind of business. We start by thinking about where this person is right now. Where are they in their journey? Draw out a timeline. On one end of the timeline, draw your prospect. One the other end, draw a symbol that represents their desired outcome. Map out 4 or 5 milestones necessary for your prospect to reach their desired outcome. Think about your prospect as if they were someone you want to do incredibly right by (that’s how you should be thinking about your customers in any case!). Create a piece of content that gives them a result. Create another piece of content that gives them another result. Create another piece of content that gives them another result. As we give them their advanced results, we move them closer to their desired outcome, and simultaneously build goodwill and trust, whilst reducing scepticism.
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Let’s say our PR consultant’s dream buyer is a person (or organisation) who wants press coverage but isn’t getting any. No one knows about them. They don’t have any logos to add to their website or credibility touch points, and they haven’t been mentioned in the press. They’re totally unknown. So we ask ourselves, where does this person want to go? What does their desired end state look like? If I hazard a guess, it would be someplace where they’re getting lots of press, right? They would be really happy if they were featured in all the top blogs and being interviewed on podcasts. They’re on Forbes and Entrepreneur.com, and lots of different business and media sites. There’s buzz happening around their brand. They’re getting attention and press. Everyone knows about them. They’ve got logos to add to their website. And so that’s where they want to go – it’s their desired end outcome. So, The PR consultant has used a High-Value Content Offer to target their dream buyer - people who want to get press. They’ve identified where they are and where they want to go. The next step is to map out the required steps they’re going to have to take to get there. Note, it’s never in one leap; it’s always a series of steps that someone will need to take. For this example, let’s map out four different steps required for them to reach their desired outcome.
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let’s create a checklist that our dream buyer can use to audit their own social media presence. They can use it to make sure that from the point of view of a social media presence, their affairs are in order. In this way, if a journalist or influencer were to check them out and do a bit of digging around, they’d be sure that everything looked just the way it should, and they came across as a credible business deserving of attention. So, that’s what we’re going to give them! This will allow them to go ahead and implement it, and then start seeing some results; or at the very least, they’ll start feeling good about themselves because they’re now moving towards where they want to be.
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Understand that once your prospect has downloaded your High-Value Content Offer, they’ll still have a high level of scepticism at this point. It would have lowered a little bit, because you’ve provided them some value, but it’s still high. Throughout this process we’re trying to lower that scepticism whilst simultaneously increasing our status as an authority in this space and building trust, so they believe what we’re saying. When we start this process, you can see that the scepticism is high, and as we provide value at each step along the way, we’re lowering their scepticism and at the same time increasing their trust and desire to do business with us. Now we’ve moved this person one step closer to their desired outcome. Once they’ve done the audit they’ll be saying, ‘Oh, wow, this is awesome. This is really cool. What’s the next step? What do I do next?’ And this is exactly what we want their reaction to be. We’ll be using an email sequence to drip feed this information to them after they download the HVCO.
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Step Two Now let’s put together a video called ‘The 11 Things Never to Say to a Social Influencer’. Bang! Now we’re moving! They will be reaching out to influencers and starting to try and get featured in blogs and other platforms. You can position it like this: ‘You know that influencers are constantly getting pitched by start-ups and businesses that want to be featured on blogs and all that kind of stuff; they’re getting hammered all the time, and these are the things that they hate. This is how they hate to be spoken to. This is how everybody approaches them, and these are the things that you never want to say to them’. So, we’re not saying at this stage, ‘This is what you should say’, we’re saying, ‘This is what you don’t want to say’. We’re providing value, letting them know how the PR business works and giving them some ideas they probably would never have thought of. Basically, we’re making them more informed and moving them further down that line.
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Step One Create a piece of content around a 12-step social media audit. This could be a checklist, a PDF, or a swipe file – whatever you prefer. Typically, I find video content really powerful, and you don’t need to get all fancy with the production; you can just shoot it with your iPhone. It’s the value of the content in the video, not the quality of the video, that’s most important.
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Ok, let’s keep moving! The way these videos are designed is that 80% is value and content and 20% is a pitch at the end where you say: ‘If you’re enjoying this content and this whole process, then you’ll want to know that I’ve put some time aside on my calendar for you to schedule a call’, and simply insert your Godfather Offer here.
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If you’re a PR consultant, your Godfather Offer might be a 12-Month PR Blitz Blueprint of exactly what you can offer. You might also add in what those press milestones would look like over the next 12 months in a calendar format. We’re using our Godfather Offer like an ethical bribe to invite people to speak with us. And what happens next is almost magical! Instead of cold-calling or begging your friends and colleagues for referrals, you’ll have people reaching out to you and booking in on your calendar… all robotically and automated! You can use a service like Calendly or ScheduleOnce where you can prefill your availability and block out times that you’re unavailable. And let me tell you, these are the hottest leads that you will ever get. Because all you’ve done is provided value to them, and you’ve already proven that you’re unlike everybody else, so their scepticism has already decreased. So they’re going to reach out to you and book in a time on your calendar when they’re ready, willing, and able to do business with you.
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At this stage we’ve provided them with two valuable pieces of content and they’re moving towards their outcome. Let them sit for a day or two at each step, making them really hungry for that next piece of content. Remember, you always want to hint in your emails that there’s something else coming. Like, ‘You thought this was great, wait till you see what I’ve got to show you in the next two to three days’. This makes them eager to open up all your emails and see what treasure is inside
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We’ve already told them ‘The 11 Things Not to Say to an Influencer’. A great next step at this stage might be an outreach template to pitch influencers. We can dress that up and make it really sexy, something like, ‘Our Five-Step System for Getting Featured on Tech Crunch, Entrepreneur, and Forbes in 30 Days or Less’, and give them an outreach template they can use to contact influences and start getting featured on blogs. Again, we’ve moved our prospect one step closer to their desired outcome and by doing this we’ve also lowered their scepticism and simultaneously increased their trust and desire to do business with us. At this stage our prospect is saying, ‘Shut up and take my money!’
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Remember, our goal is to keep moving that prospect towards their desired end state by giving them value in advance for free. And at this stage people will want you to start pitching them… But we won’t be doing this just yet. Don’t worry, I know what you might be thinking…’Wow, Sabri, I’m not just going to give out all my services for free’, and that’s not what I’m asking you to do. Yes, there will be a percentage of people who go through this process and will get great results, and might want to just do it themselves without paying you a penny, and that’s fine! All power to them. You’ll be providing them with a whole bunch of value, and that’s going to happen in any case, right? But right now, today, not everybody who contacts you or asks for a proposal buys from you, right? Of course not, because in marketing we’re only ever counting on a very small subset of the market to actually take the desired action we want them to. Whether that’s clicking on an ad, coming through to our landing page and converting into a lead or sale, booking an appointment, or a prospect becoming a paying client. It’s always going to be a small percentage of people who actually do that thing you want them to do. That’s how business works, and it’s what we count on as marketers.
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Because this process is the easiest way I have ever discovered to become a master of persuasion, this simple approach will make you one of the most persuasive people on the planet, no matter what field you’re in. This is the ‘master secret’ of knowing how to persuade almost anyone to do almost anything. Remember, because you’re going through this whole process, all the people who don’t buy straight away are going to stay on your list. They’re not going to unsubscribe because of all the value you’ve provided, and you’ll create a lot of brand equity, trust, value, and goodwill within your marketplace, which is just so different to how everybody else is marketing themselves; and when you do that, they might not be ready to buy right now, but when they are ready, who do you think they’re going to go to? You!
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So let’s take a look at where we are. They’ve raised their hand with a HVCO, then they’ve downloaded the 12-Step Social Media Audit from there, then we’ve hit them with the video of ‘The 11 Things Never to Say to an Influencer’. They’ve gone through and gobbled up that content. Then, after we’ve told them what not to say, we’ve actually given them a blogger outreach template, which they can use straight away to reach out to influencers at Forbes and Tech Crunch or wherever they want to get featured. By this stage, they might have received some results and said to themselves, ‘This is just incredible. This is so cool! I’m getting all this value. Their strategies work. I believe this person can indeed help me!’ Their scepticism is almost gone – and then we offer them one more piece of value. It’s important that all of these steps feed into the big picture. You don’t want to be talking about an outreach template before they’ve got these other things in order. It’s a gradual progression to get them to that desired end outcome
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The next action is to accelerate their results and pump them up on steroids by giving them a press release template. This allows them to go out and really blow things up and thread in any of those credibility points from the blogs they’ve been mentioned in, which is going to increase the likelihood of this press release really catching wildfire and getting traction. So again, we’ve moved them one step closer to their desired outcome.
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They’re really, really close to getting the desired outcome they really want, and throughout this whole exercise their scepticism has pretty much evaporated and their levels of trust are sky-high. They trust in our strategies and in us as the authority expert; the scepticism has been removed, thus the friction between you and making a sale has eroded. Let’s not forget, your goal through this is to not only create goodwill and trust, but to also generate leads and make sales. If you’re in the business of selling a service for a fee, the end goal is to get people on the phone. Because we know in order to get paying clients, we’re going to have to jump onto the phone and speak to people, and we want to make sure that by that point, their scepticism is as low as it can possibly be
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If we do all this, then we’ve done all the grunt work and heavy lifting. When you jump on that call, you don’t need to be a killer salesperson with hard-core closing techniques because you’ve already answered the biggest questions on that person’s mind, which are, ‘Can I trust you? Does this stuff actually work? Will it work for my business?’ And you’ve already crossed those hurdles, because by providing value and results in advance, you’ve proven you’re a reliable partner. You’ve picked up your magic lantern and taken them down the path, and at the end of that path is their desired outcome, the one they’ve been searching for. You’ve illuminated the way throughout that process and proved to them that you can help.
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They’ll feel like they know you because they’ve watched all these videos and accepted your free information. It’s a proven and predictable way to get your prospects calling you at the moment they’re ready, willing, and able to give you their cash! They feel like they’ve got a connection with you, and all the resistance that’s typical on a sales call has been removed because you’ve already answered many of their key questions
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What do I mean by ‘sell like a doctor’? I’ve found that 90% of salespeople get it wrong. They basically vomit every feature and benefit of their service during their sales presentation in the hope that something hits a nerve that will make the prospect buy. This is the equivalent of having an appointment with a doctor where they poke all your body parts while asking, ‘Does that hurt?’ and ‘How about here?’ Instead, a good doctor begins by asking, ‘Where is the pain?’ Remember that in the medical profession… A prescription without a diagnosis is malpractice And it’s the same in sales. Once you’ve got a prospect raising their hand to identify themselves as interested in what you’re selling, and you have them motivated to schedule a call to speak with you using The Godfather Strategy, only then is it time for you to make the diagnosis.
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Whether you’re delivering your sales pitch over the phone, face-to-face, at a seminar, or through a webinar, everything leading up to this point has brought you here, and now it’s time to close the deal. If you’re selling a service, the best way to close the sale is to have a free 30, 45, or 60 minute zero-pressure, very helpful sales conversation. This conversation can close 80% or better, depending on your own individual results.
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you must understand, even when you use the advanced selling system outlined in this book to qualify leads, there will always be a percentage of prospects who won’t be a great fit for what you’re selling. Selling is about taking your prospects from a less desirable ‘before’ state to a more desirable ‘after’ state, and if what you’re selling doesn’t deliver your prospect to their ultimate desired outcome, then – to put it simply – don’t sell to them!
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You want to have your attachment on an accurate diagnosis of the problem. Think about when you walk into a doctor’s office. A good doctor will have all of his or her attention on giving an absolutely spot-on diagnosis. That’s what makes a good doctor and it’s what makes a good salesperson. You have all of your attention on the diagnosis, not the prescription. As a salesperson, you’re trying to diagnose someone’s issue and then, if what you’re selling can help them, you make them an irresistible offer – an offer they can’t refuse.
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Don’t go into great detail about your service/program/training: that’s what your prospect is buying. Your objective is to give them an idea of how their life could be better by working with you. For most of us, it’s very tempting to talk about our services, our coaching, or our expertise, but the problem is this only translates into you talking more about you than about solving their problems. And they didn’t book in this call to hear about how great you are. They booked the call because they have a problem they are motivated to solve. They couldn’t care less about you.
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It’s incredibly important that you find the real reason they booked in this call with you. What is their ‘Why?’ You pick up their call and ask: ‘Hello, Mike. Please tell me your biggest motivation for taking the time out of your busy day and scheduling this call with me.’ Or the short version: ‘Hello, Mike. How may I help you?’ And then you shut up and listen. If you get the real reason and not some fluff like, ‘I just wanted to see what you have to offer’, then great. If not, you’ll need to dig deeper. Once you get their true deepest desire, dig even deeper by asking opened ended questions: ‘Okay, can you tell me more about that? What do you mean? What exactly are you referring to when you say _________?’ ‘Why do you believe you’re experiencing this?’ ‘Okay, so why is _________ important to you?’ ‘Why are you serious about _________ right now?’ ‘What have you done previously to try and fix this?’ ‘How long has this been going on?’ ‘What has prompted you to look at this now?’ ‘What isn’t working, and why do you think it isn’t?’ ‘Why do you feel you haven’t achieved this yet?’ After you’ve shone a light on their problem and then kicked their bruised knee (some of them may not have known how big their problem was until you highlighted and agitated it), they’re now primed for you to help them solve their burning problem. They have a ‘bleeding neck’, meaning they have an immediate problem for which they need a solution, and they’re ready to go to the hospital in just about any vehicle you can provide.
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‘Mike, if we were having this conversation twelve months from today and you were looking back at the past twelve months, what would have needed to happen for you to be happy with your results?’ I learned that question, by the way, from a book called The Dan Sullivan Question. Here are some variations: ‘Mike, what are you looking to achieve in the next 12 months? What would that do for you?’ ‘Where do you want to be?’ ‘What do you want to achieve?’ ‘What revenue do you want your business to be doing?’ ‘What would that do for your lifestyle?’ ‘How much do you want to weigh?’ (If you’re selling a weight loss programme) ‘How much money do you want to be making?’ (Financial advice) ‘What would you like your relationship with your spouse look like?‘(Relationship advice) Get an answer to these questions, let them tell you exactly all the things they’re trying to achieve, and get some specifics before moving forward with the call. More questions (and remember, you’re going to listen and pay attention to the answers!): ‘I understand – and what is your motivation for achieving X?’ ‘How would these change things for your business/life if you achieved X?’ ‘Okay, so when you make more money/lose more weight/connect on a deeper level with your spouse/have more time… what difference is that going to make in your life? What’s the reason you want to do this?’ It’s important you get a temperature check on exactly what they want to achieve and why. Then help them to paint a vivid picture of what this exactly would feel like.
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The Admission This is where you get your prospect to express everything they’ve been doing so far. How they’ve struggled. All their frustrations. Get all their challenges out. What has worked. What hasn’t. And why. Get them to admit that everything they’ve tried simply isn’t working, and they need a proven system and roadmap from someone who’s done it with success. Get them to admit they’ve had enough of doing it by themselves and want help. ‘Why is this important for you to figure out and get it working?’ ‘Okay, on a scale of one to ten – one being not really important and ten being extremely important – how important is this for you to do?’ ‘What does it mean if it doesn’t get done… what does that represent/what does that look like?’ ‘Okay, so what you’re telling me is what you’re currently doing is not working, right? And it sounds like it’s time to finally do something about it?’ Remember this: If it’s not important to them, then politely end the call. If they don’t have a burning desire to solve this problem, it doesn’t matter what you’re offering or what you’re charging, they won’t buy.
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Once we find out where they are and where they want to be, and we’ve gone through all these questions, and got all the stuff we can get from them, all the ‘raw materials’ so to speak, we now build them a bridge to get there in the form of a plan. ‘Ok Mike, I can definitely help with that. Would you like me to show you a little of how we could do that and what would be involved?’ This is an incredibly important part of the call and is where all sales pitches generally fall short. You want to prove to your prospect that you can help them by actually helping them. Not simply agitating a problem, or telling them what you do and how much you charge. You might be thinking, why would we want to help them solve some of their burning problem now, instead of straight up selling them our solution? Well, because scepticism is so rampant, people are so dubious and so untrusting in what people say they can do for them. They want to see it! And rightfully so.
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A way to kill this scepticism is to prove to them that you can help them by actually helping them. Remember, no one likes to be sold, but everyone likes to buy. You want to get your prospects excited by solving a part of their problem on the call, or at least making it very clear you can help them solve it and leave them begging for more. It’s like when you go to a fancy restaurant, and the waiter brings you a delicious hors d’oeuvre – you know, one of those little appetisers or small starter dishes. You eat it, it’s incredibly tasty, and then your digestive juices start going crazy and you order half the menu! It’s the same principle here. You want to leave your prospect starving for the main course, which is your core offer. Ultimately, you want to leave your prospects better than when you found them. Meaning, regardless of whether or not they choose to buy, you want to deliver massive value and create goodwill. Remember, your prospects have likely been told everything you’re telling them before, but they’ve never achieved the results they wanted. By following this process and delivering value you prove that you are different from everybody else by giving them some value in advance. How you do this: Splinter off a tiny part of your offering and deliver it then and there on the call. Hash out a problem and then demonstrate how you could help them solve that. EXAMPLE: If you’re a PR consultant, you could show them a site like HARO (Help A Reporter Out) that helps them connect with hundreds of journalists who are actively looking for experts and businesses to feature and weigh in on articles. Also, let them know there is a lot that goes into managing this and how to get the best traction. EXAMPLE: You might be a digital marketing consultant. If so, you could show them how much search traffic certain keywords are getting on Google, or where their competitors are getting traffic from, and for how much, using sites like SEMrush or SimilarWeb.
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Get creative and think about unique ways you could deliver value and show them live on the call that you can help them by actually helping them. This strategy is almost like magic, and makes people buy with as little resistance as possible.
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The Prescription This section of the conversation is to simply tell them what you’ve got to offer and what your program can help them achieve. Tailor this to the specific problems they told you they were having earlier in the call and position it as exactly what they need – because it is! Notice this is the first time in the call that you start talking about what you have to offer. Nowhere at any point during our conversation have we told this person what to do. Instead, now we’re going to start prescribing solutions to help them on their way to their desired outcome. We’ll say something like this: ‘Based on what you’ve told me, it sounds like this would be a great fit to help get you [thing they want] and [other thing they want]’. Now simply list out everything they will be getting in your services or program. You may have to write out this section of your script because everybody’s service and offer is different. Write it out, read it aloud, and ensure it rolls off the tongue; and then practice saying it over and over again to get the delivery perfect. This is crucial. This overview should be no more than two minutes long. Don’t waffle on and on, and work yourself into a frenzy where you are just rattling off every bell and whistle your service includes. Be prepared and get used to delivering this overview and applying it specifically to each prospect’s pains, fears, hopes, dreams, and desires to make the prospect feel your offering is exactly the answer they’ve been looking for. Use the same words they use to describe their problems and goals. Provide the features and then finish with how these translate into benefits for them. Do not harp on about all the technical bells and whistles of your offering. Instead, focus on how it will help them solve the issue or problem they’re looking to solve. Focus on the end result, not the process. EXAMPLE: You’ll have predictability in your business, more time, more money, less stress, greater freedom, increased security. EXAMPLE: You’ll have more energy, feel great, and be able to fit into that old pair of jeans you love.
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Based on the prospect’s tone and involvement in the call, you should have a good read if they’re ‘cold’, ‘warm’, or ‘hot’. However, we still want to do a temperature check and test close by asking the following: ‘Mike, I want you to understand this is not for everybody. It does take time and commitment from yourself, and requires that you actually do the work and take action. With that said, why are you serious about solving/achieving___________right now?’ ‘Before I move forward, Mike, to the financial investment, I’d like to first know something from you. After hearing about what is available, the benefits you’ll receive, and how this is going to get you closer to achieving your goals, and getting you the help that you’re looking for, do you have any other questions or concerns that I haven’t covered?’ ‘Okay, you’re clear and comfortable with everything thus far, and you know how everything works? Okay, great’. ‘Other than money, is there any other reason that it wouldn’t make sense to go ahead and get started today?’ ‘Okay, if the money makes sense, then we can get you set up and reaching your goals immediately!’ ‘Ok Mike, based on what we’ve discussed, why do you feel you would be a good candidate for this program?’ This question is powerful. It turns the tables and gets the prospect to start selling themselves on why they would be a good fit for you and why they feel they would be successful.
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State your price and what your services cost. Say it with pride and conviction. Do not hesitate for a second and do not pause to get a confirmation once you state your price. This is a run-on sentence, and you want to go on to further explain the pricing. All packages should have a set-up fee. This is for two reasons: 1) to offset your customer acquisition costs, and 2) to create urgency using a Fast Action Bonus (FAB). Fast Action Bonus – Going back and forth costs you time, energy, and money. Let them know you can drop the set-up fee if they make a decision now. As a backup you, can give them 24 hours if they truly need to speak with their partner. ‘Well, Mike, as I mentioned, there’s normally a 1,000 set-up cost off your investment, making it just the $___. How does this sound Mike? Can we go ahead and get this set up for you?’
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THEN, YOU DON’T SAY ANOTHER WORD. There’s an old saying in sales: ‘The person who speaks first, loses.’ You’ve stated your offer. Now you must show confidence by waiting for their response. You’re looking for confirmation on moving forward. You wait for Mike to say, ‘How does that work?’ ‘What are the next steps?’ ‘Yes, let’s do it!’ ‘Ok, how can we pay?’ ‘What is the process to getting signed up?’ Then you say, ‘Ok, great! We take Visa, MasterCard or Amex. Which card would you like to use today?’ Collect their payment details and boom! You’ve closed the deal and won a client!
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When the fate of your business is on the line – which it always is because sales is the oxygen for any business – you need a proven ‘rinse and repeat’ process and script for converting leads into sales. You don’t want to have it all in your head or ‘wing it’. You must have a script that you refine and strengthen over time. Then when you hire people, they can follow your proven script, leaving little to chance. But what happens to the people who go through our funnel and don’t take the desired action we want them to? Which, I will add, will always be the majority of people, because in marketing, we only ever count on a very small percentage of people actually doing what we want them to do. Do we just accept this and move on to simply just generating more traffic? No! We nurture these people over time. We provide value and build a relationship by using email
L’Email est le meilleur canal marketing
Email outperforms every other marketing channel. Period. And one of the biggest mistakes I see businesses make is not building an email list from day one. Email is the bedrock of my business today. It’s by far my #1 source of revenue. It’s how I communicate with my community, launch new services, and reach my customers. Email is the engine that’s generated millions of dollars for my business — more than every other channel we’ve used combined.
according to the Direct Marketing Association (DMA), for every 44.
Google can penalise your site and flatline your traffic. But you own your email list. Nobody can take it away. The moral of the story is this: don’t leave the fate of your business in somebody else’s hands. If you build your audience on some external platform, you’re at their mercy. And you’re not in control.
In addition to this, email is incredibly efficient… It can sell to 10 people as easily as it can to 100,000 people. In other words… it scales! You can write just one great email message and profit from it again and again.
Reproduire les résultats en pilote automatique
When I look at sales and marketing, I look to create automatic and robotic-like selling systems where you can write an email, shoot a video, write a sales page, or record a webinar, and then profit from it again and again on autopilot. Over 117,391 people have read that email in the last two years. All automatically, robotically. I didn’t lift a finger.
Donne de la Valeur et ne vend qu’après avoir réussi
make sure two thirds of your emails are content and value, and one third is offers and promos. This rule is not hard and fast. In your content pieces, you can make offers. Throw them in the P.S. and ensure the main body of the email stands alone as a valuable piece of content
Comment faire un email de vente efficace
Contrary to popular advice, your email shouldn’t look ‘beautiful’, with heavy images and sexy graphics.
A lot of business owners and even seasoned marketers put their logo at the top of each email, and then have padding around the email with fancy buttons, almost styling it up like a web page. These heavy-weight emails kill your deliverability, because who sends these types of emails? Businesses! And what types of emails do businesses send out? Promotions! And therefore, this type of email gives a signal to the email providers that this is a promotion
Switch Up the Sender Sending out emails from multiple people within your company or organisation improves open rates, and therefore has a cascade effect on sender scores and reputation overall improving your deliverability. Such as: [email protected], [email protected], [email protected]
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What was the subject line for the highest opened and highest earning email in history? ‘Hey’. Who sent it? President Barack Obama. Really, it’s true. It was that casual, straightforward, and highly ‘unprofessional’ greeting coming from the man who commanded arguably the most powerful office in the world. Straight from the head honcho who was (at the time) the president of the United States. So that explains a huge part of its success. I mean, honestly… How often do you get an email from the president, just saying ‘Hey’? And the better question is, who wouldn’t open it? That wasn’t the only unusual email that played an integral role in Obama winning re-election. Other subject lines included, ‘Join me for dinner?’ ‘It’s officially over’, ‘It doesn’t have to be this way’, or just ‘Wow’. All very personal, and they relied heavily on curiosity and intrigue to get the open.
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We first have to make the email look personal. (Or at the very least ensure it doesn’t look commercial.) This starts with the sender’s name and the subject line. Emails that you want to get opened should always come from an email that appears to be personal. That means no ‘[email protected]’. Or if you are going to be using such an email address, at least change the sender name associated with the email address to yours or a member of your team, i.e., ‘Bryan Miles’. The idea is that it doesn’t get ‘selected’ and thrown into the ‘C’ group and deleted before it’s even opened!
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Copywriting tip: Don’t be boring
The number one thing I fear when I send out an email is that it will be boring. People live boring lives. They are constantly scrolling through Facebook and Instagram wanting to be entertained and inspired. They have ordinary friends, with ordinary jobs and ordinary routines. They are bored! Don’t add to this by writing limp, boring and dull emails that put your readers to sleep. Be that person in their life who brings them some spice, some entertainment and excitement to their dull vanilla lives. Do not be boring.
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Make it so every time your readers see your name pop up in their inbox, they get a tiny little hit of dopamine in their brain that makes them want to read your emails.
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This becomes a positive anchor towards you, your name, and your business. Once you’ve cured email blindness, here’s what happens: Your open rates will sky-rocket. When you ask them to click a link, they click a link. Your readers will follow you religiously on whatever adventure you choose to take them on. (But it better be entertaining!)
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the prime objective when writing subject lines is that they appear to be personal.
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you can bet your bottom dollar the ones assured to get opened and actioned are the emails that appear to be personal. Therefore: Your email subject line’s primary objective is to sound as much like their trusted friend, family member, or colleague as you can… without being tricky or gimmicky or lame
Email Copywriting Tips : look like a normal Email
when it comes to email, nobody wants to be emailed a commercial message from a business. They only want to hear from their friends. Your task, then, is to sound as much like their trusted friend, colleague, or family member… without using trickery or being gimmicky… or worse, lame. Because if you screw this up, you’ll lose their trust and your emails will never be opened again. And as result, over time you’ll develop a bad sender score, and even worse… email blindness. Email blindness is when someone’s email is there in your inbox, but you’ve mentally written them off as a waste of time
Here are the subject lines of a few personal and work-related emails in my inbox: crazy check this out can I chat to you about this in morning? let’s buy this for Melia Friday’s playgroup Bali accommodation options approval needed What do those subject lines all have in common? They: Use lower-case or sentence case – not Title Case or, even worse, ALL CAPS. Lack almost all punctuation. Keep it to four or five words, max. Ask questions. Tell you enough to want to open them, but not the whole story. When crafting your email subject lines, you need be doing all of the above, in order to make your subject lines look personal and in the ‘P’ group.
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Intrigue is a proven winner to draw in readers. But when using this style of clickbait-y subject lines, you have to close the loop in the email. The subject line creates burning intrigue and curiosity and the email needs to satisfy it. This shows your readers that you can deliver , and that you’re not simply tricking them to open your emails; this makes them more likely to take action and keep opening up your emails in the future. If you still can’t come up with anything, then there are templates and formulas. However, as a general rule I’m not a fan because everyone uses them and they can come across as generic if you’re not careful.
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So, as a last resort you can swipe and deploy this list of email subject line formulas or use them to get your creative juices flowing: how to make {subject} that will {benefit} 21+ ways to grow your {subject} do you think you can {benefit}? The only way to achieve {desirable thing} without doing {undesirable thing} 5 reasons why you should {subject} {benefit} while you sleep [template] 10 best {subject} how {name/company} does {subject} {name/company} can afford any {subject}, he uses {solution} how {name/company} got {number/desirable outcome} in {number of days} real {audience} use {solution} discover the {solution} {subject}, {subject}, and {unrelated subject}? stop {undesirable current state} now copy and paste these {subject} [last chance] discover the {solution} that will change your life today
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Subject Line Length Most email subject lines are between 41 and 50 characters. This is what I call the ‘death zone’. Why? Because everything average is wrong, and research shows this is the least effective character length for email subject lines. These subject lines are often crafted by ‘email marketers’ who are trying to cram as much info into 50 characters as possible. According to data from Return Path, 65 characters seems to be a sweet spot for email subject lines, which is about 15 characters more than the average subject line. When subject lines are 61-70 characters long, they tend to get read. However, I’ve personally found the best success from selling millions through email, is that wherever possible, short and personal get the best results. For subject lines, from 1 to 20 characters is where the magic happens. My own findings are backed up by recent research from Yes Lifecycle Marketing. Their research also concluded that emails with shorter subject lines tend to get significantly higher open rates and click rates.
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Preheader text is what I call the ‘sniff test’ used by subscribers as a pre-screening tool along with the subject line, because it’s the second thing a subscriber sees when they get your email. It’s these two elements they use to decide whether or not this email belongs to the ‘P’ group or the ‘C’ group, and whether or not they should open your email.
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People are time-poor and looking for any excuse to deem your email irrelevant so they can delete it. Preheader text makes it easy for them to do this without even clicking into the email. This means the copy here must be on point. The key with preheader text is not to tell the whole story and to have it burning with intrigue. Think of this section as the headlines and blurbs you see on the cover of the trashy magazines we’ve talked about – the ones that use intrigue to entice readers to pick them up and find out more.
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I’ve found it’s generally best to take some of your email body copy, ideally mid-sentence, and modify it to make it work as the preheader text. It’s also great to use a ‘cliff-hanger’ or the ‘open loop’ copywriting technique where you leave the reader wanting more.
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power. Examples: ‘Man showers in lemon juice, you won’t believe what happens next. Find out here >>’ ‘Leading cardiologist says carbs are not the problem (this is)’ ‘I walked into my manager’s office and said these 3 simple words…’ ‘Cat comes face-to-face with a rhino and both creatures’ instincts just take over’. With that said, you don’t have to use pure suspense or intrigue to create a great cliff-hanger. There are other approaches including: Humour Amazement Doubt Challenges And while the most effective cliff-hangers are unique and personal to you and your audience, you can also think of cliff-hangers as common phrases like these: For example Let me explain Here’s what I mean Here’s why Sound silly? It’s not Case in point This is how If you can’t think of a unique and personal cliff-hanger, then go with one of the above. Using preheader text in your emails will get you more opens, more clicks, and more sales!
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According to research by CoSchedule, for maximum inbox deliverability and open rates, you should prioritise your send days in this order: Tuesday: This is hands down the #1 best day to send emails, according to the majority of the data from these studies. Thursday: If you send two emails a week, choose Thursday for your second day. Wednesday: While no single study showed that Wednesday was the most popular, it came in second place several times.
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many of the studies returned varying results, here’s how you can prioritise your send times based on data: 10 am: While late-morning send times were the most popular in general, several concluded the best time to send emails is at 10am Another notable time is 11am. 8 pm-midnight: I bet you didn’t expect that one. It looks like emails generally receive more opens and clicks later in the evening. This is likely due to people checking their email before going to bed. 2 pm: It looks like you might be successful by sending your emails later in the day as people are checking out of work mode or looking for distractions. 6 am: This makes complete sense given that research from the Center for Creative Leadership shows that 50% of you begin your day by emailing in bed. Bingo! Before you even stand up, you’re opening emails. Good morning!
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This list combines the best days with the best time of day to send out emails, in descending order: Tuesday at 10 am Thursday at 8 pm Wednesday at 2 pm Tuesday at 6 am Thursday at 10 am Wednesday at 8 pm Tuesday at 2 pm Thursday at 6 am Wednesday at 10 am Tuesday at 8 pm Thursday at 2 pm Wednesday 6 am
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tone is everything. Unlike a classic novel, where you know what tone to expect, writing for email is different. It’s much more personal and conversational.
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the key signal is how you put the words together. The tone tells you a lot about whether an email is worth your attention or not. And it’s your tone that will help people answer their eternal question – ‘In an inbox of infinite options, should I read this email?
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Is it entertaining? As I mentioned earlier, my number one fear when writing an email is that it will be boring. It doesn’t matter how valuable your content is. If your tone is dry and boring, it’s an effort for your subscribers to read it, and they’re met with resistance at every line. Let’s face it: If they’re reading your email, they’re on the Internet, meaning they’re just two clicks away from super-models in bikinis on Instagram, funny cat videos, or what their friends are up to on Facebook. Therefore, your emails must entertain! Don’t write limp, boring, dull emails that lull your readers into a coma. Be that adventurous person in their life who brings them some spice, entertainment, and excitement to their vanilla existence. Be controversial, funny, and exciting. Hit them with that ‘happy shot’, make them smile and want to read your emails. I don’t care if your market consists of lawyers, financial planners, neuroscientists, architects, or a member of the royal family… they will never be ‘bored into buying’. They will only respond to passion and entertainment. Passion, entertainment, and showmanship are the missing ingredients in copy and advertising today.
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everybody seems to be more concerned about offending a few losers than they are about selling to a multitude of winners.
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When you write email copy, you should never lie, never cheat, never use poor taste, never use trickery, never be crass, and never insult your reader’s intelligence. However, you absolutely must stop watering down your copy, playing it safe, and making it lifeless, boring, and lacking in passion, all in the hopes of not offending those who’ll never do business with you anyway. Instead you must entertain, excite, and spark passion in your readers. Be polarising. This will enable you to form a friend-like bond with your audience by being ‘real’ and levelling with them and not trying to be some uptight prude.
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don’t just talk about business. Tell them about your personal life, what you got up to on the weekend, what you do for fun, about your crazy ex-mother-in-law who’s like a fire-breathing Godzilla. Let them see your blemishes. Engage in casual banter like you do with friends. Tell them stories and then, and only then, hit them with your valuable ideas, strategies, and tactics on how to help them achieve their desired outcome.
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While your email subject line is one of the primary ways to get email opened, the design of your email is how you get it read.
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Your friends would never send you an email with the logo in the header, so don’t do it. Instead, put your logo in the signature.
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Plain text emails look more authentic and less commercial than HTML-enhanced emails. In addition, email filters are smart enough to weed out over-enhanced emails from plain text emails – so it helps with your deliverability too.
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and eventually sell to your list? First up, write conversationally and don’t try to sell them straight out of the gate. Instead, just get your message read first. The only way to do that is to get your emails in the cherished ‘P’ group by being more personal. Just write like you would to a friend. It’s just fine to start an email with ‘Hey there’. Let people into your lives a bit, show them your personality, as quirky as it might be. This is the opposite to how most companies write emails. Their writing screams, ‘I’m trying to sell you!’ Use short sentences and write the way you talk. Good email copywriting is not super-dense technical stuff. The last thing you want is an overwhelming wall of text when someone opens your email. You want your emails to look approachable. Lots of small paragraphs, or even better, single lines of copy
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good test is to read everything you write aloud. Make sure everything reads smoothly. Great emails feel like a conversation between you and your best friend. While you want to give your readers a glimpse into your life, remember, ultimately your readers don’t care about you or what you do. They only care about themselves and what you can do for them. The tone, your stories, and everything is else must be geared to make the content engaging and entertaining. The bottom line is, all of your email copy should focus on your reader’s needs and wants.
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Think of the landscape and context in which the reader will read your email. Will it be seen — or ignored — in a sea of other emails vying for their attention?
Email Copywriting
Make it visceral: bring your email copy to life with specifics Vague copy is a one-way ticket to inflicting email blindness on your reader. Take a look at the simple edits you can make to turn vague copy into specific copy. Notice how much more powerful the specific copy is: Boring: ‘Increase your sales’ Specific: ‘Stop for a moment and imagine what it would feel like to double your sales in the next 90 days… profits would skyrocket… you’d be able to increase your bonus… you’d feel secure that your business was on sound footing and you wouldn’t have to spend the weekends worrying about work anymore… you’d finally be able to ‘switch off’ and actually enjoy the fruits of your hard work’. Boring: ‘You’ll lose weight and look great’. Specific: ‘You’ll finally be able to fit into that sexy little black dress and turn heads wherever you go… and even be the envy of all your friends’. Boring: ‘Be your own boss’ Specific: ‘Imagine breaking the shackles of your soul-sucking 9-to-5 job, killing your calendar and living life on your terms! Picture this: You wake up as the sun streams through your curtains. You don’t even own an alarm clock! You roll over to check your iPhone, Facebook, and Instagram. You jump out of bed and run through your morning workout before eating a leisurely breakfast with coffee (and no this isn’t the weekend – it’s Tuesday!). Then you get a text from a friend who’s in town… want to meet for lunch? You can do that, too — and no, you won’t have to ask your boss if it’s okay. Because you’re your own boss! You run your own schedule and get to work when it works for you!’ Do you see how much more relatable this type of copy is? These edits make people feel like they know you, like you’re their good friend who understands them, and with whom they can laugh with and open up to. That’s key to getting your emails opened and read.
Embedded Command
Don’t ask them to buy, click or act – tell them! The call to action is a command. Be specific and tell them exactly what to do – don’t ask them! It means using proven phrases like these… Go ahead and check this out now. Claim your spot here. Click here and I’ll tell you what it’s all about. Sign up here and you will discover… This is an NLP (neuro-linguistic programming) technique called an ‘embedded command’, and it’s used for planting a thought (state, process, experience, or action) within the mind of the reader, beneath their conscious awareness. The purpose of using embedded commands is to move your reader’s mind in the direction you want it to go without seeming to be intruding or ordering in any way.
Email checklist
Your Breakthrough Email Checklist: Make sure you use a personal sender name. Send your emails on Tuesdays at 10 am. Make your subject lines are either two to four words or super long in length. Nothing in between. Write preheader text that burns with intrigue Above all, write emails that entertain, excite, and engage your readers. Ask yourself when sending every email: ‘Will this email get into the ‘P’ group or die in the ‘C’ group?’ Make your emails plain text instead of visual masterpieces. Talk to readers as you would your best friend. Make your emails about your readers — not just about yourself. Study the herd and do the opposite. Make it visceral and bring your email copy to life with specifics. Don’t ask them to buy, click or act. Tell them!
Conclusion
when you get all this right, and you grow your business, it makes a profound impact on every area your life. Whichever way you want to look at it, money is a big part of life, and there’s no better vehicle for creating wealth than growing a business.
Conclusion
All the methodologies in this book are designed to help you make the transition from business owner to business builder. A business owner is someone who gets caught up ‘in the weeds’. They get stuck on the hamster wheel of activity, executing the mundane, daily tasks that ‘just have to get done’. A business builder is an entrepreneur with a strong focus on sales and marketing. Someone who looks for leverage and to delegate anything in their business that doesn’t move the money needle and pull their business forward.
Conclusion
From a young age you’ve been conditioned by society, the media, and your friends and family, all of whom have slowly chipped away at your confidence and eroded the possibilities of reaching your goals and making your dreams a reality. Naysayers – who have already given up on chasing their own dreams – start to dole out advice and plant mind-viruses inside your head, which make you second-guess yourself and wonder if you can really ‘have it all’. You want a great relationship with your spouse, happy kids, an abundance of money, multiple homes, and a thriving business. But society would like you to believe that success in one area results in absence in another. I’m here to tell you this is horseshit. It’s a lie spread by people who don’t have the courage to go out there and manifest their wildest dreams. You can indeed have it all.
Conclusion
Not only is building a wildly successful business a great lever for wealth, it also makes you stronger in every area of your life. Business is the highest form of mental mastery. The stakes are high and it takes an incredibly high degree of focus, stamina, and wherewithal to be successful.
Conclusion
These traits are forged from the business you build and the plateaus you have to break through to reach even greater heights, and serve you in all areas of your life, from your relationships, your fitness, and overall mental strength to solve problems. On your journey you will face an immense amount of pressure. Pressure is a fact of life.
Conclusion
Failure is not an option for high achievers. Pressure ignites their resolve and sharpens their focus. If you’ve read this far, you may well have it in you to thrive on pressure too.
Conclusion
If there’s one thing I want to impress upon you, it’s the importance of taking action. I want you to sit down right now and write down your action items for the next 30 days – and for the next 3, 6, and 12 months. If you don’t, something else will grab your attention and you’ll be off looking for the next strategy, tactic, or silver bullet for your business.
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Your reader starts at the top of the slope, reading the subject line, and then immediately slipping down to the preheader text, and then they open your email and slide into the opening line of your copy and then immediately slip down to the next line, slipping to the next line and so on and so forth. In this sequence: Subject line/Preheader: Grabs your reader by the throat and forces them to keep reading. After reading your subject line, their brain should be burning with intrigue to find out more. Lead: Drag them into your copy by captivating them with an interesting statement or ‘pattern interrupt’ that jolts them to attention. Body: Fascinate them with a gripping or unusual story or example. Call To Action: Get them to click, share, buy or do whatever the primary call to action of your email is.