SELL LIKE CRAZY

1. Identify Your Dream Buyer and Understand Their Deepest Desires

"Enter the conversation already taking place in the customer's mind".

Know your customer intimately. Use the Halo Strategy to uncover your market's deepest pains, fears, hopes, and dreams. Focus on the top 4% of your customers who contribute to 64% of your business's revenues. This "Power 4%" holds the key to your success.

• Utilize tools like AnswerThePublic.com, Facebook Groups, Reddit, and Quora to gather market intelligence.
• Create a detailed dream buyer avatar by answering nine essential questions:
  1. Where do they hang out?
  2. Where do they get information?
  3. What are their biggest frustrations?
  4. What are their hopes and desires?
  5. What are their biggest fears?
  6. What's their preferred communication method?
  7. What language do they use?
  8. What does a day in their life look like?
  9. What makes them happy?

By understanding your dream buyer, you can tailor your marketing message directly to their needs and desires, setting yourself apart from the competition.

2. Create an Irresistible High-Value Content Offer (HVCO)

"Make your offer so great that only a lunatic would refuse to buy".

Craft an attention-grabbing headline. Your HVCO should provide incredible value to your prospects, typically in the form of a solution to a problem they're struggling with, without asking them to purchase anything in return.

• Follow the three rules for creating an effective HVCO:

  1. Create an attention-grabbing headline
  2. Ensure every point touches a burning issue
  3. Keep it simple

• Use proven headline formulas:

  1. X ways to achieve [Desirable Thing] without doing [Undesirable Thing]
  2. [Do Difficult Thing] in [Specific Period of Time] Even if [Shortcomings]
  3. Achieve [Desirable Thing] like [An Expert] Even Without [Something Expected]
  4. How to Eliminate [Biggest Problem] without doing [The Thing They Hate] Within [Specific Timeframe]

Remember, the title of your HVCO is the most critical factor in its pulling power. Labor over it to create something irresistible that will compel prospects to give you their contact details.

3. Capture Leads with a Compelling Opt-In Page

"Curiosity", said the legendary American advertising pioneer Claude Hopkins, "is among the strongest of human incentives".

Create irresistible intrigue. Your opt-in page should include elements that grab attention and compel visitors to provide their contact information in exchange for your HVCO.

Key elements of a high-converting opt-in page:

1. Attention-grabbing headline
2. Subheadline restating the offer
3. Ultra-compelling fascination bullets
4. Visual representation of the offer
5. Simple form for name and email

• Use fascination bullet copy formulas to create intrigue:
  • How to X without Y
  • You need X, right? Wrong!
  • X ways to Y
  • Where to find Y
  • How to eliminate X
  • What you should never...
  • Say goodbye to X [frustration]
  • The truth about Y
  • Have you been doing X wrong?

By crafting compelling opt-in pages, you'll increase your lead capture rate and build a valuable list of prospects interested in your offerings.

4. Make an Offer They Can't Refuse: The Godfather Strategy

"If the offer and the guarantee don't keep the founder up at night, then they're not strong enough".

Create an irresistible offer. The Godfather Strategy involves making an offer so compelling that it practically forces prospects to buy. This approach can instantly double or triple the profit of almost any sales message.

Seven components of a Godfather Offer:

1. Rationale: Explain why you're making such a generous offer
2. Build Value: Establish your regular price and make it seem like good value
3. Pricing: Offer low-end and higher price points to increase average sale
4. Payment Options: Consider breaking up high price points into payment plans
5. Premiums: Include free gifts that prospects receive with their purchase
6. Power Guarantee: Reverse the risk for the prospect
7. Scarcity: Create urgency with limited time or quantity

Back your offer with a strong guarantee to remove perceived risks and increase trust. Remember, a compelling offer is infinitely more powerful than a convincing argument.

5. Drive Traffic Through Multiple Channels

"If you can't pay money to acquire a new customer, then you don't have a business."

Diversify your traffic sources. Don't rely on a single channel for new business. Start with one channel, establish a profitable offer, then add more channels, stacking one on top of the other.

Traffic channel options:

• SEO
• Google Ads
• Facebook Ads
• YouTube Ads
• Retargeting

Key principles for effective traffic generation:

1. Understand unit economics (cost per lead, cost per acquisition, lifetime value)
2. Match your message to the temperature of your audience (cold, warm, hot)
3. Write ads that grab attention and sell the click, not the product
4. Test and refine your ads continuously

By diversifying your traffic sources and optimizing your ads, you can create a steady flow of new prospects and protect your business from sudden changes in any one platform.

6. Nurture Leads with The Magic Lantern Technique

"A prescription without a diagnosis is malpractice".

Guide prospects to their desired outcome. The Magic Lantern Technique involves creating a series of valuable content pieces that move prospects closer to their desired end state while building trust and reducing skepticism.

Steps to implement the Magic Lantern Technique:

1. Map out the journey from where your prospect is to where they want to be
2. Create 3-4 pieces of content that provide value and move them closer to their goal
3. In each piece, provide 80% value and 20% pitch for your offer
4. Use email to drip-feed this content to prospects after they download your HVCO

By providing value in advance and proving you can help prospects achieve their goals, you'll create a powerful bond and increase the likelihood of converting them into paying customers.

7. Convert Leads into Sales Like a Doctor

"If you can't help them, shoot them straight and let them know that what you've got isn't a great fit and won't help them solve their issue."

Diagnose before prescribing. Approach sales conversations like a doctor, focusing on understanding the prospect's problem before offering a solution.

Key steps in the sales conversion process:

1. Find the prospect's "Why?"
2. Understand where they want to go (desired outcome)
3. Get the prospect to admit their current approach isn't working
4. Deliver value by solving a small part of their problem
5. Gain commitment and transition to your offering
6. Present your solution as the prescription to their problem
7. Close the deal with confidence

Remember, selling is about taking your prospects from a less desirable "before" state to a more desirable "after" state. If your offering doesn't deliver that outcome, don't sell to them.

8. Leverage Email Marketing for Automated Revenue Generation

"Email outperforms every other marketing channel. Period."

Build and nurture your email list. Email marketing can deliver a 40x return on investment compared to other channels. It's a scalable, efficient way to communicate with your audience and generate sales on autopilot.

Three key aspects of successful email marketing:

1. Get it delivered
   • Choose the right email platform
   • Maintain a good sender reputation
   • Warm up new IP addresses
   • Use simple formatting and styling
2. Get it opened
   • Make emails appear personal
   • Write compelling subject lines
   • Cure "email blindness" by being entertaining and engaging
3. Get it clicked
   • Provide value in your emails
   • Use storytelling to captivate readers
   • Include clear calls-to-action

By mastering email marketing, you can create an automated system that nurtures leads, builds relationships, and generates consistent revenue for your business.

Last updated: September 7, 2024