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Kindle Notes & Highlights
by
Sabri Suby
Advertising is an investment that makes more money than anything else. Period.
if you’re putting $1 in and getting $3 back... Why wouldn’t you want to invest as much as your cash flow allows? In some cases, it may even make sense to borrow cash to invest in marketing, as you have essentially created a money-printing machine.
it’s like a vending machine that you can put in a dollar and buy a $5 or a $10 note. Essentially, you’re buying money at a steep discount! And why would you limit yourself to how much you should spend? I don’t know an investment on the planet that gives the types of returns that efficient paid advertising does, except perhaps super high-risk, start-up unicorns.
The reality is that competition online is at an all-time high. With the rising cost per click in Google Ads, or the competition with SEO and Facebook ads, the online marketplace is so fiercely competitive that you must have a solid strategy to convert traffic into actual leads, customers, and revenue.
Once you understand the Larger Market Formula, you can use it to swoop up the majority of the market that’s being ignored – and transform them into loyal customers who continually drive sales into your business.
The goal is to move the 97% of potential customers up the pyramid faster. Because believe it or not, even ‘disinterested’ prospects can turn into lucrative customers if you know how to approach them. The problem is that most people treat every lead like the 3% who are ready to buy now. They have no systems in place to capture and nurture the other 97%.
How To Take Customers From ‘Just Looking’ To ‘Shut Up ...
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To reach the 97% who aren’t ready to buy now (but could be very soon), you have to educate them. When a prospect isn’t informed or knowledgeable on a subject, they’re in a state o...
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The bonus here is, if you are the one educating them, you’re also making sure that when they hit the ‘buy now’ stage, they’ll be likely to buy from you. To do this, your message must be powerful, insightful, and education-based, and not simply a promotional piece about your company.
The key is to install a system that: Attracts Educates Nurtures Gets prospects to act!
This is vitally important for any business looking to grow rapidly and consistently. Because when you have a system that takes cold traffic from Google, Facebook, or any other channel and ‘warms it up’, you’re only talking to interested prospects, not time-wasters. You’re no longer spending hours trying to educate a customer that your solution is the best; you’re just closing and collecting the cash.
Your systems – not you – are doing the grunt work in educating prospects, following them up, and delivering content that educates. And when they reach out to you, you’ll know they are predisposed, pre-qualified, ready, willing, and ab...
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Here’s what you need to do: 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 re...
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Take your best sales pitch or frequently asked questions and turn them into assets that nurture prospects on autopilot. At the same time as giving them information, you’re also moving them up the pyramid. (Do this using the Magic Lantern Technique, which you’ll learn in Phase 6.) Position your solution as the obvious choice. Make them an irresistible offer using ‘The Godfather Strategy’. (You’ll learn how to do this in Phase 4.)
We’ll go into sales funnels in Phase 5, but in simple terms, a sales funnel is a controlled path an online user takes to become a website visitor, then a prospect, and finally a customer. It’s a way to convert prospects from uninterested, confused wanderers into your best customers.
The Halo Strategy: Know Your Customer!
You must know your customer intimately!
Understanding someone’s age and gender is not enough to really know them. ‘‘Anyway, your competition is already doing this, so with this minimalist approach, the best you can do is match their data’’.
Meaning you can laser in on the 4% of your customers who contribute to 64% of your business’s revenues, and importantly, find more customers like them.
Your Power 4% I call these customers your Power 4%. Why? Because they have the power to make you filthy rich!
All you need to get started is two or three major keywords or search phrases around your products or services. Once you have those in place, it’s time to do some detective work. You can download the halo strategy worksheet at - https://resources.selllikecrazy.co/
We’ll be using all this research in the next Phase to attract your dream buyer. To read the mind of your prospects and know exactly the questions they’re asking during the research and buying cycle, the auto-suggest results provided by Google and Bing are a goldmine of insights.
As you type into the search bar, you’re presented with an aggregated view of the questions and therefore a hint of the motivations and emotions of the people behind each search query. It’s perhaps one of the best but most underutilised sources of research for content ideas.
Answerthepublic.com The next best thing to actually reading your customer’s mind is AnswerThePublic.com. This tool is one of the best-kept secrets in the sales and marketing industry, and it will give you invaluable insight into what your customers are thinking. At AnswerThePublic, you type in your keyword or search phrase and the tool generates a diagram of related searches. Depending on your search term, you can get hundreds of results that give you direct insight into what your audience is thinking, the kind of questions they...
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Other great places to look are Facebook Groups and pages around your market and niche. These are goldmines for valuable information.
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
Another incredible source for market intel is to look at threads on Reddit and question platform website, Quora. These are like walking into a golden palace of customer insight and eavesdropping on thousands of conversations that are taking place behind closed doors about your market.
Knowing your dream buyer changes everything – your product and service offering, your marketing strategy, value proposition, pricing, tone of your copy, what channels you advertise on, and more.
Focusing on your dream buyer brings clarity to your marketing message, and your copy becomes sharp and hard like the tip of a spear that cuts through the noise in your marketplace, which ultimately leads to a more profitable business.
the fundamentals of learning what people want, understanding exactly where you can help them, and then telling the right people about it in the most persuasive way are timeless strategies that worked 100 years ago and will work 1,000 years from now.
Nine Questions To Define Your Dream Buyer
1. Where does your dream buyer hang out and congregate?
Knowing exactly where your dream buyers are hanging out influences a lot of things including where you should advertise, what you should advertise, the tone of your copy, and vernacular to use.
3. What are their biggest frustrations and challenges? Truly understanding and empathising with their biggest frustrations and challenges are the most important keys to defining your dream buyer avatar.
Knowing their biggest frustration and challenges also will determine the emotions you speak to in your copy and advertising. There are a number of emotions behind the challenges and frustrations your dream buyer is experiencing – they could be sadness, anger, fear, remorse, hope, a desire for something better. By speaking to exactly what your dream buyer is feeling, you’ll be able to connect with them emotionally on more than just a rational level.
It will also reflect the types of stories you tell. The logic here is simple. When your dream buyer sees a testimonial from a customer who solved their biggest frustrations and challenges with your product or service, then they are more likely to buy from you. They can see this positive transformation take place in someone else.
RLLY IMPORTANT
4. What are their hopes, dreams, and desires? Knowing your dream buyer’s hopes, dreams and desires helps you paint a vivid picture of what life could be like after using your products and services. Think of it as selling the dream and painting a picture of the Promised Land. When your products or services help your dream buyer attain their hopes, dreams, and desires, it becomes much easier to write copy for your landing pages, website, ads, and other assets you leverage to sell more goods and services.
5. What are their biggest fears? What are your dream buyer’s deepest fears? What keeps them up at night, tossing and turning, unable to sleep? What do they worry about in their mind but never tell anyone? Fully understanding your market’s deepest and most primal fears is an often overlooked component to crafting a customer avatar. However, in my opinion, it’s equally as important, if not more, than understanding their hopes, dreams, and desires.
People are motivated more by pain than they are by pleasure. They are more motivated by fear of loss than they are by the desire to gain something.
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6. What is their preferred form of communication? Email? Text? Chat? Facebook Live? Or do they prefer physical mail? This is a matter of where your audience wants you to communicate with them. The fundamental lesson here is to communicate with your customers where they already are.
Lets get on Snapchat
6. What is their preferred form of communication? Email? Text? Chat? Facebook Live? Or do they prefer physical mail? This is a matter of where your audience wants you to communicate with them. The fundamental lesson here is to communicate with your customers where they already are.
Let's send messaages via text
In today’s day and age, scepticism is rampant. Now more than ever, people are attracted to people (and businesses) who speak their language, get their sense of humour, or share the same point of view.
More humour, more pizzazz
Every time they read your copy, your goal is for your dream buyer to say to themselves, ‘Whoa, it’s like they’re talking directly to me’.
Your dream buyer is a completely different person at 8am on a Monday morning than at 6:30pm on a Friday. Be aware of this and use it in your marketing.
Where are the touch points in your dream buyer’s journey where you can insert surprises, do the unexpected, be remarkable, and bring a smile to their face? Maybe it’s a handwritten thank-you note after signing up for your service, a personalised email sent on their birthday, or a free box full of company swag and cookies (who doesn’t love cookies?).
‘Sally loves spending time reading stories and getting tips from other mums, and learning about parenthood in the Mothers of Melbourne Facebook group. It’s a much cherished pastime of hers. Her biggest frustration being a mother of two is simply that there is not enough hours in the day to do everything. When she’s in research mode, the first place she goes is Google on her iPad in the kitchen. She’s a frequent (kinda obsessive) visitor of mummy blogs like Rockin Mama and Mamavation. Her life-long dream is to start her own interior design business, so she can have a creative outlet and more
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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.
If you present information that reads like a public service announcement, you’re guaranteed to stand out from the crowd in a huge way. Ads like this incentivise prospects, drawing them towards you with the promise of value and, importantly, no sales pitch.
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The valuable information you’re offering here is called a High-Value Content Offer (HVCO), and it draws leads to you like moths to a flame. HVCOs come in multiple forms – free reports, ebooks, videos, cheat sheets – but the goal is always the same: to offer your prospects incredible value, typically in the form of the solution to a problem they’re struggling with, without asking them to purchase anything in return. In return for all the value you’re providing, all you ask for is their name and email address.
IMPORTANT: It’s called a High-Value Content Offer for a reason! There not only needs to be perceived high value, but it must deliver on that promise. When you offer information as an incentive, make sure it’s substantive rather than the cheap gibberish that clogs the Internet.
