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March 16 - March 26, 2022
“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.”
take someone to a page that only has one goal: to get their name and contact information. From there, I take those people who became leads into a sales process to sell the one product or service they are looking for. After they make that purchase, I help to customize the order for them through an upsell process, and later I use other funnels to help ascend those customers to other things I have to sell.
Question #1: 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.
Question #2: Where are they congregating? After we know who we are looking for, the next step is to find out where they are hiding. Where are they spending their time online? When I can identify exactly where they are online, getting them into my funnels becomes easy.
Question #3: What is the bait that you can use to attract them to you? Now that I know where they are, my job is to throw out hooks to try to grab their attention. After I have their attention, I tell them a story to build a relationship and increase the perceived value of what I have to o...
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Question #4: 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. So what is the process you will take them through to give them more value so you can serve them at a higher level and give them a result that will truly change their life?
“If you change your bait, you’ll change your customer.”
Who do I actually want to work with?
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?
Write out their characteristics and then go find an actual picture to represent them. It’s amazing how your perspective changes when you have a physical picture of your ideal customer—instead of a hazy, half-formed image in your head.
The real power of the internet is the power of congregations. Groups of people gathering in little corners of the internet make it possible for people like you and me to get into business quickly and be successful without all the barriers and expensive hurdles of traditional media.
What are the top websites that my dream customers already go to? What forums or message boards do they participate in? What are the Facebook groups they participate in? Who are the influencers they follow on Facebook and Instagram? What podcasts do they listen to? What are the email newsletters they are subscribed to? What blogs do they read? What channels are they following on YouTube? What keywords are they searching for in Google to find information?
hooks are the ads that will grab the attention of your dream customers just long enough for you to tell them a story. 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.
Once you’ve hooked your dream customers with the perfect offer, the last question is what result or value do you want to give them? I’m not talking about what product or service you want to sell them. 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. For
That’s it. The four questions to the secret formula, again, are as follows: Who is your dream customer? Where are they congregating? What is the bait that you can use to attract them to you? What is the unique result that you can create for them?
started with a hook to grab your attention: ‘In the next ten minutes, someone here will be willing to give me at least $100,000 for this phone.’ I then told stories about what was on my phone to increase the perceived value, and then I made an offer, and within minutes the value of this phone went from $600 to over $750,000.”
Each piece of bait you put out (such as ads, emails, landing pages, upsells, webinars, and phone calls) should include a hook, a story, and an offer.
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.
So if I’m selling something for $100, I want to add enough value that the entire offer is worth over $1,000, and then I can easily sell it for $100. If I want to sell something for $1,000, then I need to create enough value that it is actually worth $10,000, and then $1,000 will seem like a bargain.
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.
Instead of offering just babysitting, Kiana was able to increase the value of her offer so that parents would be more likely to choose her over (and pay her more than) her competition.
Your first assignment right now is to figure out what elements you could add to your current product to increase its value by turning it into an offer. Step #1: Brainstorm as many different ideas that you can come up with for other things that you could give your dream customer to help guarantee their success. Step #2: From those ideas, what elements could you take to create an irresistible offer?
Instead of just telling people that he could help them, he told the story behind why he was uniquely qualified to make this offer to them.
A great offer is usually not enough on its own to produce a sale. You also need a story that helps your dream customers trust you enough to buy from you.
The last step, after identifying your dream customers, finding where they’re congregating, and putting out bait to attract them, is defining the result you can create for them.
We help (insert who) to (insert result they want to achieve) through (insert your new opportunity).
What is the result that you can provide for your dream customers? What is it that they have been unsuccessfully trying to accomplish before entering your world that you know you can solve when you have a chance to serve them?
What is your new opportunity that you want to offer them? What is the offer that you are providing them that is different from the things they have tried in the past when attempting to achieve this same result? If I was a dentist, my value ladder mission statement would read something like this:
someone doesn’t have an actual value ladder, they don’t really have a business; they are just selling a product.
As your dream customers ascend your value ladder (left), your offers will increase in price. Because of this, the number of your dream customers will decrease (right) until you’re finally left with your true fans, eager to be served at your highest level.
If you want to get people to be attracted to you and your brand, you need to design your own Attractive Character that your market will be attracted to.”
How interesting! I shared something about my family, and suddenly there’s a new segment of the audience attracted to that part of my Attractive Character. This new audience segment suddenly felt they could relate to me, so they had enough trust to purchase from me. That
“A brand is the image and personality the business applies to its offers.”
The value ladder contains all your offers, but the Attractive Character is the brand that you apply to the offers to increase their value even more.
People won’t care about any of the success you’ve had, and they won’t follow you or your advice until they know that you’ve been where they are now.
We mistakenly think that the key to leadership is to posture and show how great we are now, but the reality is that to build a following, they have to know that you’ve already walked the path that you are taking them on.
Sharing your backstory is one of the fastest ways to build rapport with people.
Superman. He’s the Man of Steel. He’s invincible. Nobody can kill him. As a storyline, though, that’s not very exciting. But when you introduce kryptonite and his concern for the welfare of his family, suddenly he has vulnerabilities and flaws; he becomes an interesting character whom people care about.
the reason that the Marvel franchise has been able to dominate over DC—even though DC had a huge head start on them—is because of Stan Lee.7 He knew that characters need to have flaws for people to relate to them. While initially all of DC’s characters were similar to Superman, Stan Lee’s characters almost all started as normal humans with flaws who received superpowers later (think Spider-Man, Iron Man, and the Hulk).
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.
When Attractive Characters try to win the votes of everyone, they end up reaching no one.
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.
As soon as you start taking sides on important issues, you’ll develop haters, but you’ll also develop a group of raving fans. Those raving fans are the people who will buy your products and services.
Agora had literally hundreds of people on staff testing every variable in their sales process. They have thousands of arrows in their backs. Why would you start down that same path and get the same arrows when you could just look at where Agora is now and start building your funnels modeling what they had proven was successful?
Whenever I am going to create a new funnel, I first figure out what type of funnel I’m going to create (and I’ll show you the 10 most common funnels in Section Two). Then I try to find as many examples of these types of funnels in my market and in other markets so I can see the framework. Finally, I create my own funnel inside of that framework.
To funnel hack someone, you’ll need to go through their entire sales process to see their hooks, stories, and offers on all their ads and funnel pages.
The better you can make them feel at each step in the process, the more likely they will keep progressing with you through your funnels.
If you try to get them to do more than one thing at each step, you’ll essentially be putting up a brick wall in your funnel that will stop most people from progressing.
My goal is to make this customer journey through the seven phases of a funnel as frictionless as possible, and it all starts with thinking about what your goal is for each step in the funnel. Then craft your hook, story, and offer around that one thing.
