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Kindle Notes & Highlights
by
Sabri Suby
Started reading
June 2, 2019
Guys like Robert Collier, Eugene Schwartz, David Ogilvy, Gary Halbert, and Gary Bencivenga.
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.
The Larger Market Formula breaks down the entire audience of buyers in any market into four key categories:
The key is to install a system that: Attracts Educates Nurtures Gets prospects to act!
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.)
Once you identify your Power 4%, you want to look at what characteristics they share. Start with the obvious data including age, location, and education level. In addition to this, you then need to look at what products or services they enquired about and how they found you or what channel they came in from. This gives you incredibly valuable information you can use with a variety of marketing tools to find the same type of customers out there who don’t know about your business yet.
Search on Google for popular blogs, LinkedIn forums, YouTube comment sections, Amazon reviews, Reddit, Quora, and social media platforms. Go wherever your audience hangs out and congregates. Look at what your audience is saying and feeling. What are they happy with? What are they unhappy with? Look at their concerns and questions. Notice any themes? Are they banging their head against the wall on the same issue over and over? Pay close attention to the language they’re using when it comes to the existing products and services already on the market. Once you’ve collected all your information,
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AnswerThePublic.com.
At AnswerThePublic, you type in your keyword or search phrase and the tool generates a diagram of related searches.
Facebook Groups
These are what you want to look through: All posts by the page owner All posts by visitors to a fan page Count of engagements for a post by page owner Count of engagements by post type
Nine Questions To Define Your Dream Buyer
‘Hangs out in the Mothers of Melbourne Facebook group’ is more precise and actionable.
Customer Desire Copy COPY SPEAKING TO THEIR DESIRES ‘I want to lose 10kgs before my wedding day’ ‘Our exercise program is specifically designed to help you get shredded FAST and drop 10kgs-15kgs in 60 days guaranteed!’ ‘I want to have my website ranked higher on Google’ ‘Guaranteed Google rankings in 90 days or we work for free!’ ‘I’m worried someone will break into my house and steal all my possessions that I’ve worked so hard to get’ ‘Our 24/7 security service makes your home almost impenetrable by crooks, thieves and robbers. Keeping your belongings and family safe’
After answering all of these questions, write a paragraph summarising your findings. It could look like this summary
Identify the 20% of customers who account for 80% of your sales volume and profits, and your Power 4% of customers. Using The Halo Strategy, identify what they struggle with. Organise your findings. Create your dream buyer customer.
Now imagine the ad began with this headline: WARNING: Do Not Buy A New House Before Reading This Shocking Free Report… What You Don’t Know About Building A New House That Could Cost You Tens-Of-Thousands Of Dollars And Threaten The Financial Livelihood Of Your Family
High-Value Content Offer (HVCO),
The ‘This is why’ strategy is brilliant
Louis Engel likely spoke with analysts at Merrill Lynch to find out their prospects’ most common questions, then created subheadlines and bolded each one of them through the ad, which is simply brilliant.
free report, video, cheat sheet, webinar, seminar, or otherwise.
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.
Look at the wording: ‘Exposed!’ ‘Revealed!’ ‘Confession!’ ‘Horror!’ ‘Secret!’ ‘Torture!’
HEADLINE ESSENTIAL #2: NUMBERS
‘7 Things You Must Know Before Hiring a Financial Planner’ ‘12 Things No Wedding Photographer Would Tell You’ ‘22 Money Murdering Mistakes No Web Designer Would Dare Tell You’
‘Shocking reporting reveals the 5 things you must know about X’.
HEADLINE ESSENTIAL #3: CREATE IRRESISTIBLE INTRIGUE
A great way to create irresistible intrigue is by using words such as ‘Must’, ‘Alarming’, ‘Shocking’, ‘Won’t Tell You’, ‘Exposed!’ ‘Revealed’ ‘Confession!’ ‘Horror’ ‘Secret’.You can download an additional list of power words to help you get started at https://resources.selllikecrazy.co/
HEADLINE ESSENTIAL #4: SHOW THEM WHAT’S IN IT FOR THEM
‘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!
X ways to achieve [Desirable Thing] without doing [Undesirable Thing]
[Do Difficult Thing] in [Specific Period of Time] Even if [Shortcomings]
Achieve [Desirable Thing] like [An Expert] Even Without [Something Expected]
How to Eliminate [Biggest Problem] without doing [The Thing They Hate] Within [Specific Timeframe]
For example, a subhead could be: ‘#1 – Think Your Password Keeps You Safe? Think Again!’ And, ‘#2 –Destructive Malware Will Fry Your Computer!’
There are lots of different types of HVCOs (see below for a list), but reports and ebooks are easy to create, and you can have one up and sucking in leads in no time.
You don’t even have to write your report from scratch. You could compile your most popular blog posts into one easy-to-digest guide, jazz it up with basic styling, and convert it into a PDF. Or you could interview experts on a subject, compile the answers into a report, write an irresistible title, and away you go. (Many
HVCO Types FREE Consultation Coupons Checklists Cheat sheets Quizzes Videos Video course Toolkit Calendar Podcast Interview Live demo Tickets Email course Physical product Swipe file Infographic Custom pricing White paper Ebook T-Shirt Industry statistics Case study ‘How-to’ guide PDF download Webinar E Course Phone call Assessment
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.
Headline Formula: Finally! How to Get [DESIRED RESULT] Without [THING THEY FEAR MOST] in [SPECIFIC TIME FRAME] - Guaranteed. ‘[PROBLEM]? Get My [SOLUTION] and [RESULT]’
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’.
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
Find bullet formulas
If it’s a free report or ebook, show them a physical book or brochure mock-up. If it’s a cheat sheet, show them how many pages they are getting.
suggest collecting just two pieces of data: their name and email address.
