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

by Sabri Suby

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. The Magic Lantern Technique 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...