Sunday, July 18, 2021
Project Next - Module 3
Module 3.1 – Marketing philosophy
Marketing and selling are different.
Marketing is attracting those you want and repelling those you don’t, getting people pre-qualified, predisposed, pre-ready to take action.
Selling is actually selling the thing and getting people to say yes.
Marketing is the oxygen for every business.
Walk into Barnes & Nobles and see all these incredible books. Did u ever think how many hours went into writing these books? 80% of these books have not sold over 100 copies. Out of the remaining 20%, 15% sold less than 1.000 copies. Only 5% sold more than 1000 copies. Think of the 15% sold less than 1000, 80% sold less than 100, possibly millions of hours went into that, they wrote something amazing and these books are waiting for people to come.
Selling is a service.
The right mindset is to realize that if you are not selling you are actually hurting people.
Love what you do so much that you feel bad if people don’t say yes.
Love what you do so much that you feel bad if you don’t get their credit card because if they don’t pay, they don’t pay attention.
Motivation and inspiration don’t create transformation.
Selling isn’t evil.
Do I fell bad to sell? If I was selling something that didn’t serve people, yes. But when I love what I do so much that I know if I don tit is a disservice, and I want to learn how to influence people to take action.
Four things that will make the difference:
1. We must live inside the mind of our prospect.
2. We must answer the questions that our prospect already has.
3. We must understand what they want, not what they need.
4. People will buy from you when they feel understood, not just when they understand you.
MARKETING STAMINA
Marketing works. Courses sell. If your course isn’t selling it is simply a matter of the fact that there is an error. There is a red light in some place. What you are saying didn’t work. You didn’t resonate with other people. You didn’t go after the right audience.
Measure what works, measure what doesn’t work. Do less of what is not working and more of what it does.
Module 3.2 – Next level marketing: persuasion and sales
Need to learn how to market and sell and persuade and influence people to take action.
Hook -> Story -> CTA
HOOK
Hook can sound like some kind of fancy marketing thing, I want you to thinks of “hook” as a stop sign, an attention grabber.
Most people don’t spend enough time on the hook, I believe this is the most important part of any video you are going to shoot.
The hook is that thing that you say and gets people to stop and listen.
The hook is the grabber, I’m going to listen, you got my attention, what you got?
I didn’t realize it at first. I missed the hook, the opening line. I just wanted to do like Larry did with all the celebrities but I am not a celebrity, most people don’t give a crap about Dean Graziosi, that he built multiple companies, that he did all this stuff… it is not about you, it as about them, the people.
How many videos do you watch on Facebook, Instagram, YouTube that start with “Hi, I am Bob Smith, I have been and I have done …” and then you click away.
I encourage you to obsess on your first sentence, which is also the same framing for the headline of your course.
“Tonight, on Larry King. I am here with Dean Graziosi, he is a multiple New York Times best-selling author, self-made millionaire, started 13 different companies. And tonight we are going to talk about his book, Millionaire Success Habits, and how you can live a better life.”
And then I changed into this:
“Have you ever in your adult life looked in the mirror and thought to yourself, wow, I thought I would be further ahead by now?! if you have you are not alone. My guest tonight is going to share the strategies he has learned to make sure you live into your full potential.”
That is the hook the first time Tony and I went live in front of 250.000 people:
“If at the end of your amazing life you have the option of one or two things: you could make a great deal of money or you could have an amazing impact on the world, what would you choose? What if you didn’t have to choose? What if you could have both? I am so glad you are here with us tonight because we are going to show you that.”
Everyone in the entire world makes the decision based on one of two things:
1. moving away from pain
2. moving towards pleasure
Every decision you make is based on that. Half of the people that are watching you are moving away from something uncomfortable. For the other half things aren’t bad, life is ok, got a decent job, but they know there is more, they were meant for more.
If you could come up with the magical hook and explanation to incorporate both, would you rather have success or impact, or both? That’s everybody.
Jane, are you stuck in a job that’s is not serving you? How would you like to make your passion your profit, or turn your passion into profit?
People in marketing have been using it around for ages. They called it an “open loop”.
“How can you finally get that 10 pounds off and get to your ideal weight without dieting” then the open-loop would be “today I am going to share the strategy that takes 7 minutes a day to be in the best shape of my life at 52 years old. First, let me tell you how I got there…”
WRITING YOUR HOOK:
1. Speak to your ideal client’s goals, dreams, fears
2. Realize that the hook is nothing more than truly understanding your ideal client
3. Combina it with current affairs
4. Speak to “pain” and “pleasure” or you are missing half of your audience
5. use an open-loop
STORY
Now we have to do few things: we have to share why we are the authority, how do we know what we know, why this industry, why this product.
First is the origin story. The origin story is the story that gets people to say I see why he is good at this, why he wrote that book, why he wrote the course, I see what he went through and why he is an expert.
Remember this is not the story of your life, but a scene of your life.
I realized hard work alone doesn’t make you successful, or else my parents would have been.
Resourceful people focus on solutions. They look to be innovative. They didn’t blame their past, they look forward to a bigger future. they didn’t blame other people, they took responsibility.
Self-education is one f the fastest growing industry in the world, it is going to be a billion-dollar a day by 2025.
The next part is to overcome their beliefs or their doubts in advance. There are two types of obstacles: internal (I am not good, I am an introvert, I am shy, I failed before …) and external (I don’t have followers, I am not an expert, Facebook is too hard, my wife is going to think I am crazy …).
THE INGREDIENTS FOR YOUR STORY:
1. your origin story
2. why this thing, this product or service
3. overcome beliefs in advance (the Eminen story)
4. social proof (testimonials, your success story
Bridge to CTA
What is the bridge? I give you a couple of examples.
You share everything in the story and then you say “God I can’t believe my time is almost up, I have so much more to share with you. Picture an Iceberg, you know how they say, everything is below the water. Well, what I have shared with you is the tip of the iceberg, and I would love the opportunity to share the rest of the knowledge that I have learned through my 20+ years, I would love to share all of it. So I have just spent last year building a course to show you everything I have learned and I can’t wait to share it with you…”
Another one: “Listen, if you going to be in the wine industry, I am betting you are going to need some help, It would be very hard to figure it out on your own and you are going to need someone to guide you. I would love it to be me. I have 20+ years of experience in the industry, I care, I know how to do it. I have already changed countless lives around the world and I would love to lock arms with you and show you how to do it. And that’s why I am so excited to share with you my course today…”
CTA
I watch people when it comes to CTA go on and on and on. I know it is the most important, but people really want to know two things:
a) how I am going to feel?
b) what are my results
People want to learn from you, buy from you when they feel understood, not when they understand you.
“You don’t love it? 30 days money-back guarantee!”
Bonus: everybody likes a little bonus. “If you buy today, I am going to throw in extra live training, throw in the e-book …”
Urgency. People like to put off making decisions. There are logical buyers and emotional buyers. Don’t do fake urgency.
“You need to do this now or else you are going to miss out. You might be waiting to make a decision, how long are you going to wait? What will be different in 1 year from today if you don’t make a decision today?”
Quote from Einstein: “What is the definition of insanity? Doing the same thing over and over and expecting a different result. You are waiting for a different result but you are not getting new thinking.”
So, what are the ingredients of a good CTA? Benefits, results, how you feel. sense of urgency to take action now. adding extra bonus, an extra scoop of ice cream. Money-back guarantee.
Dean Graziosi video transcript:
“I don’t know where you are in your life right now or where you want to go, but I remember been living in this house behind me. In fact, I lived in the bathroom with my dad for a while when we had nothing. I didn’t even have lunch money. And I always dreamed about a bigger life, a better life, but everybody around me told I was nuts. You have to have money to make money. You have to go to school and I should be more realistic. I should stop being a dreamer and guess what?
They were all wrong. I come back and I visited this little town and I love it here. But I went on to generate hundreds of millions of dollars in my life. I became a multiple New York Times best-selling author and I have been able to change so many people lives because I give you the simple recipes for success. If you desire another level of wealth, abundance and joy click the link on this page, gram my book, Millionaire Success Habits.
Yes, this book is on fire because I teach people the habits to wealth, the success principle. I have already pay for it, you just cover the shipping and handling so we can get it out of your door. I will send you the hardcover. And there is a bunch of cool bonuses. Listen, this is not a magic money machine. I am not promising instant wealth. What I am promising is to give you the habits that wealthy people have had forever, and it is your turn to have them. See why on Amazon people are going nuts. Why it is a 5-star review. You can buy it from Amazon for 19.95, or you can click the link on this page and grab a copy for free. I have already paid for the book. Yes, I ask you to cover the shipping and handling. And if that is too much, then maybe you are not ready for that next level of life.
What you need to do right now is to click the link on this page, go watch a quick video, get this book, get the bonuses. Even the shipping and handling is refundable if you don’t think it is the greatest book you have read in your life. Go read the reviews on Amazon. This boo is on fire. Learn how I went from living literally in the bathroom of that building right behind me with my dad., to generate hundreds of millions of dollars using the habits of the wealthy. And now you can get them in your hands. Click the link in this page before this opportunity goes away.”
Module 3.3 – Compelling Messages & The Value Ladder
I want to emphasize the power of “copy”.
The copy is the thing I write to get people to stop, the same thing as the hook. The same obsession needs to go in naming your course and also your headline. The thing that gets people to say I want to read more of this …
Remember the words we learned earlier: marketing stamina, planes fly, courses sell. We have to adjust so your course sells, need to have the right name, the right thumbnail, the right headline.
You might think your course sucks while you have the most amazing course in the world, but if you use the wrong words, the wrong visuals, maybe that’s why people are not stopping.
If it is wrapped in the wrong way, people don’t want to open the gift.
No colour, no fonts, nothing changed except one thing, the first sentence of the show, we changed the headline and we went on to sell millions of books.
So, how important is the headline that you write? Insanely important!
Your email should have a hook-story-close. Your email should hook them, inspire them and get them to take action.
Ley’s break this down. Subject line: has got to be great. The email has to be good, so they go and click through.
If not, just go back, start refining, testing, tweaking.
It is really speaking into their pain and pleasure, what they want to move away from or move towards? Is the copy really benefit-driven or it is option-driven?
VALUE LADDER
Let me give u a glimpse into where you are going.
You go to MacDonald’s and just order a burger, what will they say to you? “Would you like fries and a coke?” If you get fries, what will they say to you? “Would you like to supersize that?”
When you overdeliver in everything you do, it is natural that some people want what is next, what is more, more connected, more personal time.
You build one thing and then you drive everybody to that one thing, that is where you should all start. But after that, I want to show you the evolution of this industry.
Example of my Value Ladder.
I do 3 podcasts a week, I do IG stories, I do FB, I do all of this for free to deliver value for people.
I write books.
I have mini-courses.
Courses 2.0, a little more expensive.
I have advanced training; this could be anywhere from 5.000$ to 25.000$
I hold anything back in any of these. What is the difference? The personal touch, accountability, you have a coach, this is where someone works with you and does it with you (as opposed of have everything but having to do it by yourself).
Lauren’s example.
She is going to create a 97$ course on how to find the angelic voice that lives inside you. The course is great, great headline, great 3 big bullets on how to sing beautifully. This course you should do on your own for 97$.
That is the start of something magical.
I think I can get that course but I want something more. Well, for these of you who want more I created a 997$ workshop, that I am going to hold in 3 weeks from now, it is going to be only 10 people and I am going to take you through for 3 days, personal train for you.
Hey, I gave everything I can to this group, but for those who want one-on-one time with me, I will be your coach for 6 months and take you to world-class singer.
This is potentially 100 people * 97$ course + 10 people * 997$ workshop + 1 person * 10.000$ individual training = 30.000$
Some people just want to sing better in the car, want to sing better at their family wedding, that is perfect for 97$. Some people want to make it a business and get serious. You are providing a menu; you are offering the option to supersize it.
This is all organic. But now I want to take this to another level, I am going to learn and hire someone to run ads.
Guess who wins in the game of placing ads? Those who can pay more to acquire a client.
It is called Cost Per Acquisition: how does it cost you to acquire a client.
Each one of your clients is worth 300$ because you understand the value ladder.
There is not a magical money machine. There is not getting rich for doing nothing.
Tony Robbins has a value ladder, it didn’t happen overnight, it took time to get there.
Sometimes you build something and you could go in both directions, upgrade or simpler.
We learned all the ingredients of a call to action. It is the same when you are building a course, when you are writing a letter, when you are writing an email. USE THAT AS A FOUNDATION WHEN YOU WRITE COMPELLING COPY.
Have marketing stamina to keep tweaking and adjusting.
VALUE LADDER: someone wants just the burger, some people want the burger with fries, some people want ice-cream as well.
Module 3 Bonus – Transformational Vocabulary and Global Metaphors
Most businesses don’t make it. The core issue underneath it is the inability to persist, the inability to push through your fears.
But what gets in the way of that? It is all these emotions! Your emotions are the power.
Words play a huge role in what you feel.
1. I teach people how to change the physical body: change your physiology and you will change how you feel.
2. I always teach change your focus, because whatever you focus on, you are going to feel.
3. Another thing that controls the way u feel is the meaning you give things.
We have habits of words we use and these habits actually create our emotions.
… all three of us, myself and my two partners were adversely affected by the business outcome. We all use different words and had different emotional reactions. I have got pissed off and angry as hell. He was enraged and want to kill someone. But he is a little peeved. Peeved is what stuck in my head.
“Peeved and tingled, they sound so stupid!” but he said “I use them deliberately. When u get really upset the other guy wins. When u get really upset you lose control. I don’t want to lose control.”
He is peeved and tingled and barely upset. I am pissed off and angry as hell. He is enraged and wants to kill someone … we all have the same event and we all talk different ways …
It is very valuable to realize that our words create meanings, and from the meaning we create our emotions that control our decisions and our actions and the results we get in our lives.
In the middle of all of this, when people were freaking out, he said “this is inconvenient”. People were looking at him in shock and seconds after they were laughing.
His whole thing is that everything is a great day and the most it can be inconvenient. Sometimes we use words that magnify, make us stressed out and feel overwhelmed and we don’t follow up.
However you represent the world to yourself in words and in your head, whatever it is a word, a single word or a metaphor, your brain starts to feel like it is true. Because remember, whatever you focus on, you feel, even if it is not true.
Business is difficult, you know that. You have got to learn to manage your emotions, which really mean manage your mind: which star with your body, your focus and your language.
Sentence do start a sale call during Challenge
ehy, I am having so much fun training, we have 2 more days but it is going to be over in 2 days and this is just the tip of an iceberg, I want to let you know that I take this seriously and I spent the last 3 months creating a weekend workshop if you think this is good how about the total immersion … I just want let you know for these who want to go to the next level, I will have 10 spots for 997$ each when they are filled all I will take is this 10 because I want to give my full attention … alright, let me finish my training …