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

by Sabri Suby

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. A compelling offer is infinitely more powerful

The Seven Parts Of Your Godfather Offer 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.

2. 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 regul...

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 y...

Then reveal your discount in a way that illustrates your role as your prospect’s advocate and champion. Quantify the monetary benefit...

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]. 3. 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

5. 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

6. 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

7. Scarcity 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:

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.

7 Steps To Creating A Power Guarantee Ok, let’s get busy: here’s a step-by-step method for creating your power guarantee (or pumping up an existing one on steroids) and using it to supercharge your marketing efforts. 1. Study the competition Do a Google search for other businesses in your industry and the word ‘guarantee’. Then take it one step further and have someone call and ask them about their guarantee. Look outside of your industry or geography for solid guarantees. Write them down. Go deep in your search. What trends do you see? Do many companies in your industry offer guarantees? What type of guarantees did you find? Did you find any specific performance-related guarantees or were they the more common, lacklustre vanilla ‘satisfaction guaranteed’ type? 2. 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. 3. Be specific Think about the specific results a customer wants, or the problem they’re trying to solve when they buy your products or services. Your guarantee should be specific, not some vague notion of ‘satisfaction’. Satisfaction is too broad. Make a specific promise and tell your prospects they must experience the benefits yo...

Action Points You create a FEATURE LIST. You create a BENEFIT LIST. You reduce your OFFER to writing. You offer a POWER GUARANTEE.

Putting Together Your Landing Page If you’re a coach, consultant, freelancer, or run a professional services business and your goal is to generate leads, your Godfather Offer should be about making an offer for a free 30, 45, or 60 minute phone consultation, analysis, strategy session, or roadmap. Why? If you’re selling professional services, this

typically involves you getting on the phone and speaking with people in order to convert a prospect into a paying client. Therefore, we want to make an offer to get as many of the people who raised their hand and identified themselves as being interested in what you’re selling by downloading your HVCO to book in a call and speak to you. This call must have a high perceived value, and it must stand alone as something of value whether or not they choose to buy from you. You need to detail exactly what the prospect will get during the call and how it will help get them one step closer to their goal. Just because it’s free doesn’t mean you don’t need to sell it. You must detail the offer as if you were selling it for a price. 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). Here are some free phone consultation offer examples: Example #1: Free No Obligation 45-minute ‘Property Tycoon’ Investment Strategy Consultation (Valued at $1,000) 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 y...

Sabri Suby’s 17-Step Secret Selling System Assembled into my exclusive Secret Selling System are the 17 fastest sales-producing

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’. 5. Shine a floodlight on the problem 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. Talk about and describe in vivid detai...

your business and your offer. Use third-party validation to build authority, such as research statistics or quotes from credible or authoritative sources. 10. 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! 11. 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. 12. 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. 13. 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. 14. Inject scarcity Offers without s...

You’ve done your research and identified your Dream Buyer, you have created your HVCO, an opt-in page, and presented your Godfather Offer on your landing page to get prospects signed up. Now it’s time to look at what traffic channels are right for your business, and then craft the most irresistible click-worthy ads to pull prospects into your machine.

performance indicators’. Here are some examples of unit economics that are crucial for you to understand: Cost per lead (CPL): You can calculate your CPL by dividing the cost of your advertising by the number of leads received for a particular campaign or marketing activity. Cost per acquisition (CPA): This is what it costs you in advertising to acquire a new customer. In any business, this is the most important metric to understand. It’s the only way to understand if the marketing you’re doing is profitable. Lifetime value (LTV): This is the projected net profit that a customer will generate during his or her life as a customer of your business. Why is knowing unit economics so important? Put simply, if you have a firm grip on your unit economics, you’ll know exactly how much a customer is worth to your business over their lifetime. In other words, no more guessing how much to spend on your marketing – you’ll have precise control and confidence down to the cent.

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.

Three Types Of Traffic The first type, at the tip of the pyramid, is in buy mode. These guys are on Google, actively searching. They know they have a problem. They’re looking for a solution in the products and services you provide. These prospects are generally best to reach through Google Ads or SEO, and they have a very high purchase intent. They could also be on your email list or following you on Facebook The second group of prospects are in the awareness stage. They’re not actively searching but they are aware they have a problem and they’re open to buying. Perhaps they know they need a new car, but they’re not scoping car yards on the weekends just yet. Or it might be someone who knows they need to lose weight but they’re not yet in hunt mode looking for a personal trainer or a new diet program. These guys aren’t searching, however they’re certainly open to the prospect of buying. They’re aware they have a problem, unlike the third type – the cold prospects. A cold prospect isn’t searching and doesn’t even know they have a problem or a need. But they are still a good candidate for the products or services you sell. This represents the largest segment of your market, and of any market out there. They’re the 60% of prospects sitting at the base of The Larger Market Formula pyramid.

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.

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. Starting with the very first step

The job of an ad is not to make a sale. It’s one and only job is to funnel prospects off the medium they’re on – Google, Facebook, etc. – by getting

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. Prospects In The Awareness Stage While 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.

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.

How To Write Google Ads That Grab Your Prospects By The Throat And Drag Them To Your Website First, let’s look at some stats. When you’re running Google Ads, 2% of the advertisers get 50% of the traffic. So what really makes the difference? Well, I always see people using Google Ads to sell their products or services straight out the gate. They’re using an ad to try to convince you they’re the ones you should be doing business with. And that’s ridiculous, because you can never, ever sell somebody from your ad. When was the last time you saw a Google ad and picked up and bought something without even clicking on the ad and checking out that website? So if you can’t possibly sell somebody directly from the ad, why try doing it in the first place? It’s just setting you up for a fail. And it comes down to this – your ad has one job, and it’s not to try to sell something, it’s to sell the click. The job of an ad is not to sell the product; it’s to sell the click.

This is the right way to approach it. We must ‘sell the click’. We do this by first assessing the environment in which our ad will compete for attention. We already know all the ads start with ‘Divorce Lawyer’, so we must do something different. We also know that all the ads are screaming for a marriage proposal on the first date.

Click-Worthy Google Ad Types And Examples Ad Type: If they can, you can too Ad Type: Irresistible intrigue Ad Type: Prediction-based Ad Type: Fear mongering Ad Type: Breaking news Ad Type: Myth buster Ad Type: Freebie / Discount Ad Type: Testimonial *Please note: these are not real ads and are just being used for illustrative purposes.

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? Look at the amount of sales your ads are generating and check you’re earning the most amount of money per click that you can.

This means that 94% of Facebook’s monthly active audience are accessing the app through their mobile device. We know that whoever has the eyeballs is the one leading the industry. And 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.

BuzzSumo is a powerful online research tool that shows us the kind of content that gets shared the most. On Facebook in 2017, BuzzSumo shows us that breaking news articles and exclusives made up the largest and most popular category in terms of shares and engagement.

So 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

The ad is the tip of the spear, and it’s not to be confused with trying to do the job of any of the other steps in your funnel. We’re not trying to get people’s contact details. We’re not trying to get people to buy services or call directly off the ad. We’re not even trying to get the viewer to know right off the bat who we are or what we’re selling! That will come quickly – but it’s not the first thing we present to them. 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. Remember,

Ad Copy Tips You don’t need to reinvent the wheel or try to be a world -class copywriter. I’m giving you a model and a proven system that I already know works. You can just swipe it and deploy it in your own business, and watch those leads start coming in. Follow the attention. Where are all the eyeballs right now? What content are people actually paying to read and engage with? AARP Magazine is the number one selling magazine in the world by a country mile. 23,428,878 people read AARP Magazine every two weeks, which is almost 50 million people per month. You’ve seen it at the checkout counters at supermarkets, where there’s a million and one things going on. The writers at AARP know they have three seconds

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!

Another great way to find popular content types is to go to BuzzSumo and type in the topic you’re interested in. You might be a consultant helping financial planners generate leads using social media. Look at what’s been the most shared content in that category, or that keyword you’re focusing on. For example, looking at the keyword ‘financial planner’ I see that ‘The Best Piece of Money Advice in Your 30s from a Financial Planner’ had 3,700 shares, and it’s the second most shared content for financial planners.

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. The Ad Image 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. In our Pilates example, there’s a shot of people on Pilates machinery, yet there’s nothing that shows it’s an ad straight from the get-go. You should remember that Facebook doesn’t like ad images with text. In fact, until recently, Facebook advertisers were allowed to cover their ad images with no more than 20% text. This rule has since been relaxed, but Facebook is right: Ad images with no text – which look more like news or general-interest images – get a much better response than images containing text. The Link Headline The next thing, which is arguably one of the most important elements after the image, is the link headline. This ...

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. 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.

you can go ahead and book in some time with me here’. 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.

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...

At this stage, we’ve got them to raise their hand with an HVCO as being someone who is interested in what the PR consultant is selling. Someone who would identify with and download an HVCO is someone who is in a less desirable ‘before’ state and wants the benefits promised by the HVCO. We’re going to provide them some value in advance that’s really going to take them, one step at a time, closer to where they want to go. 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. In this instance, 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 ...

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. Again, what we’ve done is move them one step closer to their desired outcome, and as we do that again, the scepticism is going down as we continue to provide more value, trust levels and desire increase. Do you see how this is really radically different from what everyone else is doing? Now, stop and think about the person going through this process. At this point they’ve downloaded your HVCO. You’ve hit them with a cool and valuable piece of information. They’ve done an audit for their social media channels. Then you’ve given them a video that tells them the things not to say to an influencer, and they’re like, ‘Wow, this is just awesome! This person (you) just provided me all this value, and they haven’t even tried to sell me anything. They’re literally just dishing out value, without asking me for anything’. 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....

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.

Step Three 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!’ This really is a strategy to get prospects banging down your door to do business with you. Making them jump through all types of hoops and even refusing to sell to them straight out of the gate drives them wild!

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. You don’t want to lead with the biggest thing that’s closest to their desired outcome, because that doesn’t make sense in the chronological order of the steps. The Press Release Template 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 goin...