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Kindle Notes & Highlights
by
Sabri Suby
Read between
June 12 - September 28, 2019
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 experts are happy to do this as long as you provide a link back to their business).
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
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.
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
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Irresistible offers are detailed and specific. Let me explain. Let’s say we’re selling mattresses online. Let’s look at a lacklustre offer I found by doing a quick Google search. (And generally, when we do Google searches, it’s very rare that people have great offers, which is why it’s no surprise so many businesses fail.) Here’s the offer I found: ‘Buy your mattress online. Fast and free delivery’. There was also this restatement of the offer: ‘American-made with free delivery. Buy your mattress online today for better quality’. If we reduce that down to this: ‘Buy an American-made mattress
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Even if they happen to be valid reasons why people should do business with you, the items listed below are not irresistible offers that motivate people to do business with you: Great customer service Outstanding quality Being innovative Having a great team Being responsive to your customers’ needs Having a great reputation. 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
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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’
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.
Quantify the monetary benefits the product will deliver and compare it with the almost insignificant price you’re asking in return. Reduce it down to the ridiculous. 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:
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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.
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4. 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.
5. Premiums These are the free gifts that prospects receive along with the product they’re purchasing.
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 removing some of the friction before making the sale.
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.
Once you’ve made your offer as irresistible as humanly possible, then make sure the copy is tightly written. Offer copy needs to be direct and to the point. There can be no confusion about what the prospect will receive in exchange for their money or time; when they’ll receive it and why it will benefit them. That means you must edit your offer copy even more ruthlessly than normal, making sure everything is crystal clear.
The primary function of your guarantee is to make your prospect feel safe and secure that they’ll get everything you’ve promised them or their money back.
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.
2. Laser in on your strengths What area of your business is a strong point for you?
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’.
4. 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
7. Give your guarantee a name While this isn’t mandatory, giving your guarantee a unique name can dramatise it and heighten its impact.
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.
8. Detail the benefits People don’t care about you or your product or service, they only care about what it will do for them. Features tell and benefits sell, so talk only in benefits.
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
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The job of an ad is not to sell the product; it’s to sell the click.
how do you get their attention and what drives a click? The answer is primal desire that can be provoked in a number of ways: CURIOSITY & INTRIGUE SHOCK DIRECT BENEFIT IMPLIED BENEFIT FEAR VANITY SELF-INTEREST (Better, Richer, Stronger, Faster, Healthier, Happier, Sexier, Fitter, Smarter)
Facebook Ads Checklist Does my copy look like news and demand attention? Are my Facebook ads selling the click? Is my tracking in place so I can determine which audiences and ads are generating sales? Is my focus on earnings per click (EPC) and sales volume? Is more money coming back to me than I’m putting into Facebook ads? Is my copy the perfect bait for my dream buyer? Are my conversions increasing? Is my cost per conversion decreasing?
I’ve found that 90% of salespeople get it wrong. They basically vomit every feature and benefit of their service during their sales presentation in the hope that something hits a nerve that will make the prospect buy. This is the equivalent of having an appointment with a doctor where they poke all your body parts while asking, ‘Does that hurt?’ and ‘How about here?’ Instead, a good doctor begins by asking, ‘Where is the pain?’ Remember that in the medical profession… A prescription without a diagnosis is malpractice
That’s what makes a good doctor and it’s what makes a good salesperson. You have all of your attention on the diagnosis, not the prescription. As a salesperson, you’re trying to diagnose someone’s issue and then, if what you’re selling can help them, you make them an irresistible offer – an offer they can’t refuse.
Finding Your Prospect’s ‘Why?’ It’s incredibly important that you find the real reason they booked in this call with you. What is their ‘Why?’ You pick up their call and ask: ‘Hello, Mike. Please tell me your biggest motivation for taking the time out of your busy day and scheduling this call with me.’ Or the short version: ‘Hello, Mike. How may I help you?’ And then you shut up and listen.
Where Do They Want To Go? Get your prospect to tell you about where they want to go and their desired outcome. Then find out their ‘why’, and get them to picture exactly what life will be like after they get there. One way we do this is by saying: ‘Mike, if we were having this conversation twelve months from today and you were looking back at the past twelve months, what would have needed to happen for you to be happy with your results?’
The Admission This is where you get your prospect to express everything they’ve been doing so far. How they’ve struggled. All their frustrations. Get all their challenges out. What has worked. What hasn’t. And why. Get them to admit that everything they’ve tried simply isn’t working, and they need a proven system and roadmap from someone who’s done it with success. Get them to admit they’ve had enough of doing it by themselves and want help.
Remember this: If it’s not important to them, then politely end the call. If they don’t have a burning desire to solve this problem, it doesn’t matter what you’re offering or what you’re charging, they won’t buy.
Delivering Value After you’ve established the burning problem they’re trying to solve, this is the part of the call where you transition into the value you promised up front in your Godfather Offer. Once we’ve asked all our questions and got all their answers, we simply help them formulate a plan based on their answers. Genius, I know.
‘Ok Mike, I can definitely help with that. Would you like me to show you a little of how we could do that and what would be involved?’ This is an incredibly important part of the call and is where all sales pitches generally fall short. You want to prove to your prospect that you can help them by actually helping them. Not simply agitating a problem, or telling them what you do and how much you charge.
Getting The Commitment Once you’ve delivered your value piece it’s now time to gain commitment. IMPORTANT: If you’ve identified on the call that the prospect is not a good fit, politely let them know; and even if they want to buy, do not sell to them.
The Prescription This section of the conversation is to simply tell them what you’ve got to offer and what your program can help them achieve. Tailor this to the specific problems they told you they were having earlier in the call and position it as exactly what they need – because it is!
The Close Based on the prospect’s tone and involvement in the call, you should have a good read if they’re ‘cold’, ‘warm’, or ‘hot’. However, we still want to do a temperature check and test close by asking the following: ‘Mike, I want you to understand this is not for everybody. It does take time and commitment from yourself, and requires that you actually do the work and take action. With that said, why are you serious about solving/achieving___________right now?’
All packages should have a set-up fee. This is for two reasons: 1) to offset your customer acquisition costs, and 2) to create urgency using a Fast Action Bonus (FAB). Fast Action Bonus – Going back and forth costs you time, energy, and money. Let them know you can drop the set-up fee if they make a decision now.
THEN, YOU DON’T SAY ANOTHER WORD. There’s an old saying in sales: ‘The person who speaks first, loses.’ You’ve stated your offer. Now you must show confidence by waiting for their response. You’re looking for confirmation on moving forward.
Recap: When selling coaching, consulting, or professional services, it’s important to weed out people quickly if they aren’t going to be a good fit. You do this by using surveys and applications. That way, it frees up more time for you to spend with people who are a good fit and that you can actually help.
I wonder what my sender score is? Well, you can go to www.senderscore.org and find out for yourself. This website is run by a company called Return Path, and it will tell you what your reputation and sender score is. Anything above 90 is good, anything above 95 is great, and you shouldn’t be having any deliverability issues.
The Most Important Metrics That Affect Sender Reputation Message is read – A positive indicator that the recipient wants to receive your emails. Message is replied to – A positive indicator that the message is desired and presents a personal interest to the recipient. Message is forwarded – A positive indicator that the recipient finds the message valuable and thinks that others should see it too. Message is marked as ‘not spam’ – A very strong positive indicator that email providers use to train their spam filters. Message is moved to a folder – An indication that the recipient wants your
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The single most important strategy for increasing your sender score is by sending more engaging and valuable emails. Don’t just send your list promos and offers.
Warm Up Your New IP Address After you select which platform is best for you and you’ve got a new IP, it’s important to start sending slowly with a low email volume to establish an IP address reputation.
Formatting and Styling Contrary to popular advice, your email shouldn’t look ‘beautiful’, with heavy images and sexy graphics.
Switch Up the Sender Sending out emails from multiple people within your company or organisation improves open rates,
What do those subject lines all have in common? They: Use lower-case or sentence case – not Title Case or, even worse, ALL CAPS. Lack almost all punctuation. Keep it to four or five words, max. Ask questions. Tell you enough to want to open them, but not the whole story.
