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Kindle Notes & Highlights
by
Sabri Suby
Because when you deliver massive value to your prospects, you score a double whammy: First, your prospects thank you for the materials. Second, you position yourself as the trusted expert. So while everyone else is just screaming, ‘Buy, buy, buy!’ you’re building goodwill by showing people you could help them… by actually helping them!
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The temperature of your marketing message must match the temperature of your traffic.
It begins with a brilliantly-written headline that you could model for your own business, beginning with ‘What everybody ought to know about’. This is a great headline because it presupposes that everybody wants to know about the stock and bond business and also assumes there are things you don’t know. (Personally, I’d like to split test with the use of numbers – ‘The 11 things that everybody ought to know about…’)
‘Why are we publishing this information?’ The ‘This is why’ strategy is brilliant and you should model it for your business to increase trust in your marketplace and ultimately your sales. Naturally, anyone reading anything these days is sceptical, especially online. That box first addresses the deafening scepticism in the reader’s mind that asks why they are publishing this information.
So would you rather gear your copy towards those who are never going to buy, or would you rather convert more of the people who are deep in research mode, genuinely interested in buying, and looking to be pushed over the edge? The answer should be very, very simple.
There are three ways we can influence people: Talk about how good we are. Have others talk about how good we are. Demonstrate how good we are.
There are three rules you must follow when putting together the kind of HVCO that will explode your sales: 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.
It became a massive cultural phenomenon and a New York Times #1 best seller. Same book, same content, just a different title.
Identify your Dream Buyer’s single most pervasive and persistent hair-on-fire problem – and then offer them the single most valuable and immediate solution.
really labour over figuring out the best possible title for your free report. Because the truth is, the title of your free report is the number one factor in the pulling power of your HVCO and will largely be responsible for the amount of people that enter your funnel… and the amount of sales you make.
you don’t want to call your free report How to Make Men Want You. It’s a vanilla offer and it doesn’t intrigue the reader. You want to name it, Make Him Beg to Be Your Boyfriend in Six Simple Steps.
You want to make your title burn with intrigue and be absolutely irresistible
HEADLINE ESSENTIAL #1 – YOU NEED A HEADLINE THAT GRABS THEM AND PRACTICALLY FORCES THEM TO READ YOUR MATERIAL
“On average, five times as many people read the headline as read the body copy. When you’ve written your headline, you’ve spent eighty cents out of your dollar”. - David Ogilvy
HEADLINE ESSENTIAL #2: NUMBERS Numbers give your prospects a tangible object or logical idea to wrap their head around. They also lay out a structure the reader instantly knows will be easy to follow (not forgetting it makes it easier for you to write). Would you rather read ‘5 things you must know before hiring a wedding planner’ or ‘Some helpful information about hiring a wedding planner’? The answer should be obvious. So, let’s try it for your business: ‘7 Things You Must Know Before Hiring a Financial Planner’ ‘12 Things No Wedding Photographer Would Tell You’ ‘22 Money Murdering Mistakes
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It doesn’t matter what industry you’re in, this is cut and paste: ‘Shocking reporting reveals the 5 things you must know about X’.
Remember, your prospects are more distracted than ever before. People browsing the web are basically sleepwalkers and you must jolt them awake like an electric shock. Remember, they’re only one click away from seductive porn or irresistibly cute cat videos.
In the first few seconds you must grab them by the throat and drag them into your copy and your offer. Once you have their attention with an attention-grabbing headline, this sets you up for the ‘meat and bones’ of your ad where you need to create enough desire for them to give you their contact details and download your HVCO – and therefore enter your funnel. And you do that by creating irresistible intrigue.
HEADLINE ESSENTIAL #3: CREATE IRRESISTIBLE INTRIGUE It’s not enough just to get their attention and sell the benefits of your offer. You also need to pique your reader’s interest and have them burning with curio...
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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/
Or try adding a twist or qualifier to the hook, i.e., ‘How to start and scale an online business, even if you don’t know what to sell’.
HEADLINE ESSENTIAL #4: SHOW THEM WHAT’S IN IT FOR THEM Your HVCO should ultimately be about them and their desired outcome. Your prospect needs (and wants) an immediate benefit and the key is to write about them – not you. Show them how they’ll learn simple tips that will help solve their problem. Show them what their desired outcome looks like, and then educate them on how to get there. That’s the payoff the reader gets in exchange for their email address.
‘7 Alarming Things You Must Know Before Hiring A Financial Planner (#3 Will Blow Your Mind!)’
This is so cringey
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!
Who falls for this?
‘7 Things To Know About Financial Planning’ ‘How to Meet Men’ ‘5 Facts About Web Design’ ‘Information About Getting a Divorce’
Irresistible ‘7 Alarming Things You Must Know Before Hiring A Financial Planner (#3 Will Blow Your Mind)’ ‘Make Him Beg to Be Your Boyfriend in 6 Simple Steps’ ‘22 Money Murdering Mistakes That No Web Designer Would Dare Tell You’ ‘A Top Divorce Lawyer’s Secret Checklist: 22 Tipoffs Your Husband
Timeless Formula #1 X ways to achieve [Desirable Thing] without doing [Undesirable Thing] Example: 6 Ways to Get Washboard Abs Without Doing a Single Sit -Up
Timeless Formula #2 [Do Difficult Thing] in [Specific Period of Time] Even if [Shortcomings] Example: Pay Off Your Mortgage in 7 Years Even if You Have a Modest Income
Timeless Formula #3 Achieve [Desirable Thing] like [An Expert] Even Without [Something Expected] Example: Paint Masterpieces Like Picass...
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Timeless Formula #4 How to Eliminate [Biggest Problem] without doing [The Thing They Hate] Within [Specific Timeframe] Example: How to Eliminate Your Muffin Top Without Giving...
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You don’t need to reinvent the wheel every time you write a new report. However, if you can come up with a unique and memorable title, it will suck in leads like a vacuum cleaner on steroids.
Use in copy
‘5 Shocking Ways Internet Thieves Are Stealing Your Private Data – And the Secrets to Protecting Your Family!’ Every point or subhead in the text needs to support this assertion. For example, a subhead could be: ‘#1 – Think Your Password Keeps You Safe? Think Again!’ And, ‘#2 –Destructive Malware Will Fry Your Computer!’ The point is that if you make an assertion in your title or headline, you must back it up in the text. Keep up the pressure!
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.
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
Using the comments and concerns you discovered in Phase 1, brainstorm a HVCO you can produce to answer the questions keeping your ideal customer up at night. Choose your best idea and create a solid High-Value Content Offer (a free report, video or cheat sheet, etc.) that gets your dream buyer to raise their hands and identify themselves as being interested in what you’re selling. The content and title of this HVCO should address the #1 most common ‘hair on fire’ question or concern your market is having and that kept coming up from your research. The HVCO should be positioned to solve that
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This is where I see 99% of businesses getting it wrong. They approach their prospects like an army would attack a walled city - with a full frontal assault. They send traffic straight to a landing page, or even worse, their homepage, and attempt to go straight for the sale and pray they’ll make a profit.
Everything You Need To Create A Killer Opt-In Page 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.
The headline should snap your reader’s eyeballs to the screen and promise them a specific, vivid benefit. Focus on solving one specific pain point for your prospect. If it’s too vague it will roll over your prospects like water off a duck’s back. It should focus on your prospect’s exact needs and then offer an immediate solution to their problem.
People browsing online are basically sleepwalking zombies. They roam from site to site until they find something that strikes them. Your copy must be like a thundering bolt of lightning that shoots through their bodies and shocks them awake from their slumber. To do this you must turn up the volume full blast.
Headline Formula: Finally! How to Get [DESIRED RESULT] Without [THING THEY FEAR MOST] in [SPECIFIC TIME FRAME] - Guaranteed.
‘Simply enter your email address below and a PDF copy will instantly be sent right to your inbox’.
Ultra-Compelling Fascination Bullets Bullet copy or fascination bullets are small nuggets of tantalising teaser information that intrigue the reader while offering or implying a benefit. They’re designed to crank up the curiosity of your prospect and make not opting-in virtually impossible.
Fascination Bullet Copy Formulas How to X without Y: ‘How to get washboard abs without doing a single sit-up’. ‘How to meet single men without speed dating or hanging out in bars’. ‘How to invest in real estate with no money down’.
You need X, right? Wrong! Address a common belief and then create massive curiosity by talking against it. ‘Drinking 3 litres of water a day is healthy, right? WRONG!’
X ways to Y: This is the most classic of all, ‘Five ways to meet single women in Melbourne’. Classic, straight forward copy.
Where to find Y: ‘Where to find the most ravenous hyperactive buyers online’.
How to eliminate X: ‘How to stop joint pain forever’. ‘How to never pay...
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What you should never: This is a great one, as people are more compelled to know what they shouldn’t do than what they should. Fear of loss (pain) ...
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‘What you should never say to a woman on your first date’. ‘What you should never do when trying to win over a prospect’.
10 common pieces of ATAR advicce you should NEVER follow
1. Do harder subjects that scale well to boost ATAR
2. Do easier subjects to have an easy life
3. Do subjects that you are good at
4. Find a cheap private tutor
5. Ask questions when you don't understand
Say goodbye to X [frustration]: ‘Say goodbye to calorie counting and hour-long cardio sessions’.
