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

by Sabri Suby

Create A Detail Sheet: Features And Benefits

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.

Once you’re finished with this step and your Detail Sheet is as comprehensive as you can make it, we are now ready for part two which is to write a Benefit List. What we do here is go over our Detail Sheet and we translate each feature into a corresponding benefit, wherever possible.

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? ________

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

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.

Again, I’ve done a quick Google search to see what kind of offers people are running in that market. This is a very important thing to do. You want to see the environment your offer is going to be competing

‘We’ll build your new home in just 30 weeks or give you $5,000 in cash’. We didn’t just create this offer out of thin air. We found from our research (during the Halo Strategy) that the biggest pain point for consumers commissioning boutique luxury homes was that builders often drag out projects and constantly miss deadlines.

‘Best SEO management. Digital marketing experts’. There’s no offer here. It’s more of a statement, right? There’s no specificity, no risk reversal, no timeframes, no end benefit to me. This dull-as-dishwater copy will never awaken your prospects from their sleepy state, shoot an electric thunderbolt through them, nor provoke them to take action. This doesn’t get you excited in any way. And this from a company who apparently are digital marketing experts! Now let’s take a look at what a winning offer in this space looks like. This is one from yours truly: ‘Guaranteed Google rankings in 90 days or we work for free’.

‘If the offer and the guarantee don’t keep the founder up at night, then they’re not strong enough’.

Rationale Compelling offers begin with a clear and credible explanation of why you’re making such an outrageously generous offer.

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 regular price and make it seem like really good value. To make your regular price believable, specifics and forensic-like detail are crucial for proof.

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.

Now if you’re generating leads, your offer might be a free consultation. If that’s the case, you still need to attach a dollar amount to the consultation and you still need to sell hard to get people to take you up on your offer, even if it’s free.

Your offer should be specific, so you can’t just slap a ‘free consultation’ as your offer and think you’re done, no, no, no. Offer a free 30, 45 or 60-minute phone consultation, analysis, strategy session or roadmap.

Payment Options When your ideal price point – the level at which most of your customers will buy – is relatively high for prospects, consider breaking up the purchase into a payment plan of three or four payments.

Premiums These are the free gifts that prospects receive along with the product they’re purchasing.

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 removing some of the friction before making the sale. Twelve-month guarantees tend to be the most common. However, it’s much better to be very specific and if the guarantee is attached to the performance of what you’re selling: ‘If you follow the program and don’t lose 10kg in your first 180 days, just let us know and we’ll refund every cent you’ve paid’.

Examples of scarcity include: Putting an expiration date on your offer. Countdown clocks. Only X left at this price. Buy before X to avoid a price hike. We only have so many hours in a day/employees to service you/products left in the warehouse.

After you’ve mapped out your offer, you now want to ask yourself what objections a sceptical prospect might have in taking you up on your offer. Spend some time thinking about the objections your prospects would have and write them down below. What are the main objections to the offer?

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.

2. Laser in on your strengths

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 you’re promising – otherwise they don’t owe you a red cent.

Choose a payback As unlikely as it is that you’ll be making good on your guarantee (remember, fewer than 5% of customers will ever take you up on it), you want to create an attractive payback in case a customer is unsatisfied. Ideally, it won’t cost you much but will have a high perceived value, and alleviate and remove the perceived risk around the purchase. Your guarantee should exceed customer expectations, be memorable, and wow them.

5. Test, measure, and refine It’s vitally important that you know how well your guarantee is performing before you make it a core element of your offer. How? You can include it on some landing pages and not others, or different advertising channels such as Google, Facebook, YouTube, or Instagram. Then track the results and test, measure, and refine it until it’s really power packed and pulling in sales.

6. Put it front and centre Once you’ve tested, measured, and refined your guarantee and found a winner that’s pulling its head off, put your guarantee in writing and place it front and centre of all your marketing and public relations. Put it on your website, landing pages, proposals, in your ads, your brochures – anywhere a customer will see it.

7. Give your guarantee a name

My 100% Money-Back ‘Triple-Protection’ Guarantee

Here Are Some Industry-Defining Guarantee Examples:

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

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.

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.

Here’s what you’ll get at your 100% free consultation: A 360-degree vulnerability analysis where we identify the hidden areas through which burglars and gangs could attack your business. Plus, we’ll show you how to keep your weak spots protected and secure 24/7. Tips and strategies that shield your property’s ‘blind spots’ from vandalism, graffiti, and intruders. (There have been 380,150 incidents in Melbourne this year alone – don’t add your business to the list!) Think if you’ve been robbed once, now you’re safe? Wrong! When thieves know a business is vulnerable, they’ll come back, targeting it two, three, or even four times, costing the owners $10,000s in stolen goods, repairs, and lost work! How to spot fake security system installers who are really criminals trying to rip you off (These slimy thieves are nothing but con artists casing your business so they can swipe your goods!) The easy and affordable way to beef up your security and make your premises feel like Fort Knox on lockdown. And there’s no need to break the bank to feel safe like the old days – we have top-quality systems for all budgets! We’ll show you the areas where shoplifters and two-faced employees can rip you off without you even knowing! Catch these slimebags red-handed and put your hard-earned cash back in your pocket! Our 24-point Security Checklist covers every vulnerable spot through which devious thieves can break into and destroy your business. You’ll also get solutions that safeguard your pro...

Action Points Write down the most irresistible and absolute best offer you can come up with. Even if it scares you – then you know you have a great offer. Create an irresistible landing page, video sales letter, or whatever delivery mechanism will work best for you and your prospect, using my exclusive 17-Part Secret Selling System and example templates provided. Pitch the phone call and not the sale. While you ultimately want to convert your prospects into paying clients, in order for that to happen you’ll need to speak with them. With that in mind, make your Godfather Offer centred around a free phone consultation, analysis, strategy session, or roadmap.

Unit economics is simply defined as: ‘The direct revenues and costs associated with a particular business action, expressed on a per-unit basis’. You may have also heard them referred to as ‘key performance indicators’.

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.

What should my cost per acquisition (CPA) be?

Make sure your message matches the temperature of your audience!

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.

I recommend the only two to consider are Google and Facebook.

Cold prospects represent the largest segment of your market and can be accessed through Google, LinkedIn, Instagram Ads, Facebook, or YouTube.

The job of an ad is not to sell the product; it’s to sell the click.

CURIOSITY & INTRIGUE SHOCK DIRECT BENEFIT IMPLIED BENEFIT FEAR VANITY SELF-INTEREST (Better, Richer, Stronger, Faster, Healthier, Happier, Sexier, Fitter, Smarter)

Not a bad effort, I say. This is a simple ad I whipped up which 1) Sells the click by dialling up the intrigue with ‘Secret checklist finally revealed’. Everybody wants to know secrets, and I’ve partnered this with ‘Top Divorce Lawyer’ to define what the checklist is going to be all about. I then tease what’s on the opt-in page and the reward for them to click, with: ‘22 Tipoffs Your Husband May Be Cheating On You – Free Report Reveals All’. Nothing about this ad is selling anything.

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

More Click-Worthy Ad Examples (Google Ads)

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?

How To Write Facebook Ads That Force Buyers To Read Every Word Of Your Ads