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“Ultimately, the business that can spend the most to acquire a customer wins. A business beats its competition by making the same prospect worth more to his business than to that of his competition.”
One of the fundamental rules of marketing is that “a confused mind always says no.”
A funnel, on the other hand, is created to be simple. From the outside, it may look like a website, but you’ll notice that each page and each step only has one call to action.
Who is your dream customer? If you could pick your dream customer, the type of person who would make you wake up every morning on fire because you’re so excited to work with them, what would they look like? The better you can identify this person, the easier it will be for you to find them.
What is the unique result that you can create for them? After they have come into my world, what other things can I do to help give them the results they are looking for? People don’t come to you because they want your product, they come to you because they want a specific result.
At the time of writing, companies pay me $100,000 per day to help them understand and implement this formula, as well as the funnels and scripts that move people through the value ladder.
“If you don’t like your customers, that’s your fault, not theirs. You attract your customers based on the content and offers that you put into the marketplace.” And then he said the line that I’ll never forget, “If you change your bait, you’ll change your customer.”
While focusing on the product sounded smart at first, it left me tired, frustrated, and empty inside. If I were to pick my dream customers, who were they, what did they look like, and what were the offers I could create that would attract them? This is also the first question you need to ask yourself when starting your new company or making the shift to truly grow your existing company.
Who is your dream customer?
Who are my dream clients? What do they look like? What are they passionate about? What are their goals, dreams, and desires? What are the offers I could create that would attract them and repel everyone else?
The goal of the story is to build rapport with them as well as break the false beliefs they have that would keep them from taking you up on your offer.
A business is not about products and services. A business is about what result you can get for your clients. Once you (and they) understand that concept, the price is no longer a barrier.
the best way I can serve my dream client is to give them a funnel that works for them that gives them consistent leads or sales (whatever result they want), and the best way for me to deliver that to them is for me to just do it all for them. That is how I can have the deepest impact and serve the client at the highest level. Ideally, it’s where I would like to take all my customers. That type of service is not cheap, but the results I can deliver at that level are amazing. To put it in perspective, for that service, my company used to charge $1 million up front plus a large percentage of
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there are two ways to have the lowest price product in your market. The first is to decrease the price of what you sell (and cut out your margins and profit). The second is to increase the value so much that when you sell it for what it’s worth, it seems inexpensive.”
The goal of an offer in its most simple form is to: Increase the perceived value of what is being sold. Make the thing being sold unique to you and only available within this special offer.
What are the things you could create to include inside of your offer? The first step to creating your offer is to look at the product or service that you are currently selling and to try to figure out what the other things are that you could include in an offer that would help your dream customers get better results from what they are buying from you.
Get good at making offers.
“Click here to see a video that will show you how to ___________.” Each step in your funnels will also have an offer such as: “Give me your email address and I’ll send you a free ___________.” Each level of your value ladder will have a new offer, and every email you send your list will contain some type of offer.
Creating offers will not be a one-time exercise, but something that you do over and over again. It’s one, if not the most important, role you have as a business owner.
This story of Drew’s journey from being fit, to becoming fat, to getting fit again is the story that Drew tells in his ads, as well as on the landing page before he makes them the offer.
most companies I work with, even if they think they have a value ladder, really only have part of one.
There’s no end to the level of back-end services and experiences you can add. If you keep providing more and more value, people will spend more and more money to keep working with you.
I remember paying $25,000 to be a part of the Bill Glazer/Dan Kennedy Titanium Mastermind program.
A percentage of your audience will always want to pay you the premium to get more value.
if you want to succeed and beat out your competition, you need to have this value ladder in place.
at the first tier of most value ladders, you are creating free offers that will get people to come into your value ladder, receive value, and give them a desire to want to start ascending to your paid offers. There are specific types of funnels that we call “lead funnels” that are designed to get your dream customers to join your lists and become leads.
products are typically priced between $100–$2,000. Offers priced this high generally require a different type of funnel to sell them.
for the back-end funnels where we sell high-ticket offers priced over $2,000 (like my million-dollar offer), we traditionally take people offline and onto the phones.
The deeper your funnel is, and the more things you can offer your clients, the more each customer will be worth to you. And the more they are worth to you, the more you can spend to acquire them. Remember this truth by Dan Kennedy: “Ultimately, the business that can spend the most to acquire a customer wins.”
Attractive Characters share their character flaws: This next element is one that most people really struggle with sharing, but it’s one of the most important ones to share because it makes you relatable and real. You need to understand that every believable, three-dimensional Attractive Character has flaws.
No one wants to hear about the perfect person—because you can’t relate. Yet most of us try to put on a perfect facade for our audiences, thereby alienating the real men and women we are trying to reach. Conversely, as soon as you’re vulnerable with your audience and show that you’re not perfect because you have character flaws, they will start to empathize with you. They’ll like you more because you are like them: not perfect.
Attractive Characters are typically very polarizing. They share their opinions on hard matters, and they stick to their guns—no matter how many people disagree with them.
they split the audience into three camps: those who agree with them, those who are neutral, and those who will disagree with them. As you start to create that polarization, it will change your fair-weather fans into die-hard fans who will follow what you say, share your message, and buy from you time after time.
It’s very interesting that we will spend just as much time listening to, talking about, and sharing things from people that we despise as we do treasuring the wisdom from our favorite people. Yet if any of those characters weren’t so polarizing, chances are you wouldn’t even know who they were.
The Reporter: This identity is often one that people use when they have not yet blazed a trail to share with an audience, but they have a desire to. So they put on the hat of the reporter or evangelist and go out to discover the truth. Typically, people who use this identity interview dozens, hundreds, or even thousands of people and share those interviews and all they’ve learned along the way with their audience.
Becoming a reporter is a great way to start a business in a niche that you are excited to explore.
The Reluctant Hero: This is my personal identity now and typically the one that I try to share with my tribe. This is the humble hero who doesn’t really want the spotlight or any fuss made over their discoveries, but they know the information or the secrets they have are so important that they must overcome their shyness and share them with the world. There’s a moral duty that compels them to share all they know. Many of you may feel this way naturally; the spotlight is uncomfortable, but you know you need to be there. If that’s you, the reluctant hero is the perfect identity for you. Play the
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Secret-telling: You’ve probably noticed from the titles of my first three books that this is the one I go to a lot. What secrets do you know or have heard from other people that you can share with your audience? Even as a kid, when someone told me they had a secret, it would drive me crazy until I found out exactly what it was. The same is true online; a good secret can pull someone into your story better than almost anything else you can do.
Third-person testimonial: Sharing other people’s successes with your products and services provides powerful social proof. Get as many third-person testimonials from your customers, clients, and students as you can. Then tell their stories over and over.
Agora called Stansberry Research.8 Agora is known in our industry as being the billion-dollar-per-year information marketing giant.
“Every year we have people who want to try to compete with us at Agora. They always come in thinking that they’ll undercut us on price or sell through a different method or model than we do, and every year we watch as they try and fail. It always amazes me that they don’t look at what we’re doing now and just model it.”
Before I build out any new sales funnel, the first thing I want to do is find other people who already have a successful funnel and are selling to my target market. If I can’t find other businesses, then I won’t continue to move forward. But if I can find others who are already successfully selling to the chosen market, then I can reverse engineer what they’re doing. We call this process “funnel hacking,” and it’s the reason people inside our community call each other “funnel hackers.”
Tony Robbins, in which he said, “If you want to achieve success, all you need to do is find a way to model those who have already succeeded.”9
In high school, he would film the people who were the most successful, and then we would model the style and moves they would use. Within a short period of time, I went from being really bad to becoming a state champion, taking second place in the country during my senior year, becoming an All-American, and getting a college scholarship to wrestle at a Division I school.
look for funnels to model in one of these three ways: Direct competitors: A direct competitor is a person or company selling something very similar to yours to the same people. Indirect competitors: These are people or companies selling something different than you but to the same demographic. People selling through the same funnel type: In many markets you will not be able to find someone who is successfully selling through a funnel, but that’s okay.
One big mistake many marketers make is focusing 100 percent on short-term conversions or monetization.
quote from Eugene Schwartz that helped me to understand the different traffic temperatures and how you must communicate differently with each type: “If your prospect is aware of your product and has realized it can satisfy his desire, your headline starts with the product. “If he is not aware of your product, but only of the desire itself, your headline starts with the desire. “If he is not yet aware of what he really seeks, but is concerned with the general problem, your headline starts with the problem and crystallizes it into a specific need.”11 Figure 6.2: Start your copy wherever your
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A warm traffic bridge is a little longer than a hot traffic bridge, but not much. If you are targeting your warm traffic on any of the social platforms, you can often use a video to bridge the gap between where they are (on someone else’s fan page or watching a YouTube video) and where you want to take them. For example, if I have an ad that is targeting Tony Robbins’s audience on Facebook, I may have a video talking about how I learned the concept of “growth and contribution” from Tony and that I have a book that will show you how you can take all the things you’re learning and start
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Whatever product you’re selling, it’s critical that you match your message to your traffic’s temperature and knowledge. This awareness will help you determine the kind of bridge required to take them to the landing page.
Identify hyperactive buyers: After you’ve identified the buyers, you want to identify the hyperactive buyers. These are your dream customers who are willing to pay more money to solve their problems now.
