SELL LIKE CRAZY: How to Get As Many Clients, Customers and Sales As You Can Possibly Handle

by Sabri Suby

it’s incredibly vocal or dormant and lingering, only

only qualification that I would add is 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.

dynamic, an incredibly powerful one where there was no limit to the impact of a sales message. 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.

see, after coming into contact with tens of thousands of business owners every month and speaking with thousands from all over the world, I’ve noticed that not even 1% of businesses put together advertising that builds any kind of a case for a prospect to want to buy their products or services. Instead, it just fires features and benefits at the prospect, serving no more purpose than to announce, ‘We exist, so buy our stuff’, instead of giving a compelling reason why they should do business with you.

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

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.)

You must know your customer intimately! When it comes to acquiring new customers, the most basic starting point is understanding who they are. When you understand this, you can tailor your marketing message directly for your audience.

audience thinks, feels, and acts. As Robert Collier said… ‘‘Enter the conversation already taking place in the customer’s mind’’. So how do you really identify your ‘dream buyer’? Your dream

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. 2. 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’. 3. 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 prod...

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.

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

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 pr...

You want to lead with your best foot forward and deliver incredible value.

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. (Personally, I’d like to split test with the use of numbers – ‘The 11 things that everybody ought to know about…’)

But this is where it gets really powerful. Because while your competitors are pretending they don’t want to sell anything or they’re just screaming ‘Buy! Buy! Buy!’, this ad straight out of the gate addresses reader scepticism by having a box that reads, ‘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. Naturally, anyone reading anything these days is sceptical, especially online. That box first

You might think that no one in today’s day and age reads long-form copy. But the truth is, when it comes to making sales, long-form copy will beat short-form copy every single time. I’ve spent $30 million dollars on generating traffic and running thousands of scientific split tests, and I can tell you without a shadow of doubt that long-form copy works. With one caveat: The copy must be entertaining and engaging. You can’t simply write long copy and think that it’s going to make your prospect buy. With that said, when your copy is entertaining, people won’t care how long it is. You might still be saying, ‘But who reads all that text?’ The buyers are the ones who read it.

scenarios: Scenario 1: You send 100 people to a website or landing page that is speaking only to the 3% of your market who are looking to buy, with a call to action (CTA) like ‘get a quote’. This type of CTA typically converts at around 3%, resulting in the three leads. A typical conversion rate for this type of offer generally converts at 30%, resulting in this exercise yielding one sale. Scenario 2: 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.

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

There are three rules you must follow when putting together the kind of HVCO that will explode your sales: 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. Now, they’re all important,

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. Once you’re clear on this, 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

want to make your title burn with intrigue and be absolutely

HEADLINE ESSENTIAL #1 – YOU NEED A HEADLINE THAT GRABS THEM AND PRACTICALLY FORCES THEM TO READ YOUR MATERIAL

the cover. Notice the use of numbers… HEADLINE ESSENTIAL #2: NUMBERS Numbers

The answer should be obvious. 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

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.

HEADLINE ESSENTIAL #3: CREATE IRRESISTIBLE INTRIGUE

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. 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.

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 ...

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

7 Alarming Things You Must Know Before Hiring A Financial Planner (#3 Will Blow Your Mind!) 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!

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! These are all pretty good starting points for your HVCO title. They speak to your prospect’s needs in a clear and concise way. You don’t need to reinvent the wheel every time you write a new report. However, if you can come up with a unique and memorable title, it will suck in leads like a vacuum cleaner on steroids.

HCVO Tip #2: Make Sure Every Point Touches A Burning Issue 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!

This is where I see 99% of businesses getting it wrong. They approach their prospects like an army would attack a walled city - with a full frontal assault. They send traffic straight to a landing page, or even worse, their homepage, and attempt to go straight for the sale and pray they’ll make a profit. They simply disregard all the necessary steps that take place to turn a stranger into a satisfied, paying client. They are far too eager to make a sales pitch. They make the wrong assumption and treat everybody in their market as if they’re already eager to buy.

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.

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 like water off a duck’s back. It should focus on your prospect’s exact needs and then offer an immediate solution to their problem. 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

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’. Ultra-Compelling Fascination Bullets Bullet copy or fascination bullets are small nuggets of tantalising teaser information that intrigue the reader while offering or implying a benefit. They’re designed to crank up the 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.

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?)’ ...

Don’t ask them, tell them where to put their contact details to get the mouth-watering content you’re offering in exchange. The less information

you ask for, the higher the conversion rate on your opt-in page. I suggest collecting just two pieces of data: their name and email address.

You see, once a prospect downloads your HVCO they will automatically be redirected to a thank you page, which we’ll be using as a landing page to make your Godfather offer.

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.

They don’t ask, ‘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! 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.

Create A Detail Sheet: Features And Benefits 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. IMPORTANT: Please ensure you take a lot of time with this. Really sweat over it. Most amateur marketers and rookie copywriters don’t do this step at all, and even most of the ‘top’ copywriters don’t labour nearly long enough over it. You should literally list every single feature about what you are selling that you can possibly

What we do here is go over our Detail Sheet and we translate each feature into a corresponding benefit, wherever possible. So first, lets get clear on the differences of a feature and a benefit. A feature is simply a detail or specification. Like the fact your mattress is made from latex, or that it comes in a cotton sleeve. 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.

Create Your Offer 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? ________ First up, forget about your lawyer. Forget about your industry regulations, and all of that stuff for now. I want you to think about what promise or offer you’d make if you had a magic wand and there were no rules or limitations to what you could say, what you could promise, and what you could have in your offer.

Get creative with it. Really think about what your best offer could possibly be. I want you to 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. This really gives you an opportunity to go over the top and go all out. We want that. Make it outrageous.

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. Obviously, you have to offer only what you can deliver on. Otherwise, that promise is going to backfire and cause all types of headaches and problems for you. You want

Irresistible offers are detailed and specific. Let me explain.