Sell Like Crazy: How to Get As Many Clients, Customers and Sales As You Can Possibly Handle by Sabri Suby
In what some are calling the most controversial marketing book of the decade. Sell Like Crazy reveals an 8-phase selling system for generating absurd amounts of leads, sales and profit for any business in any marketing with digital marketing!
If you’re tired of struggling to make online marketing work…
Sick of throwing money down the drain with PPC advertising…
Or just want to create a torrential downpour of hyper-profitable clients for your business…
Then THIS will be the most exciting, life-changing book you will EVER read.
Sabri Suby, (founder of King Kong, Australia’s fastest growing digital agency 2 years running) is finally revealing the exact system he’s used to go from $50 to over $10m in annual revenue…And deployed in over 167 niches to create more than $400m in sales for his clients – in just 4 years flat!
ON WITH THE SUMMARY
Why This Information Is Vitally Important – Now More Than Ever
The statistics are grim: 96% of all businesses fail within 10 years, with 80% failing within the first two years. But even the 4% that make it aren’t necessarily successful or profitable; it just means they’ve survived.
If this weren’t enough… 95% of companies will never reach $1 million in annual sales.
And out of these rare few, 95% won’t ever make it to $5 million.
And of those, 98% won’t get to $10 million. And very, very few go beyond $100 million.
Why do so few businesses grow and become profitable? I’ll tell you: The difference is the dedication and drive of the company’s leaders to sharpen and apply the skills that matter. And the number one skill is being able to produce revenue.
Repeated, profitable sales are the lifeblood of your business. The oxygen. Without them, your business will die.
You see, most businesses are started by the ‘practitioner’ – that is, the artist trying to turn his or her art into a business.
Think Like A Billionaire
If you want to become a billionaire, you need to think like a billionaire.
To think like a self-made billionaire, you must first understand their choices in life and in business. Where do they derive their income from? What do they spend their time on? What tasks do they focus on? In short, what do they invest themselves in?
I have obsessively studied this unique group of high achievers. I’ve found they invest only in assets that provide a positive return.
Many billionaires don’t even use email or a mobile phone, and some go off the grid for weeks at a time.
Because the truth is, the more successful you get, it’s what you say ‘no’ to that makes the difference. Meaning billionaires look at how they can take more off their plate and invest their time in the activities that really move the needle.
Invest your time into deep work that produces revenue.
The biggest reasons why most businesses never lift off is because of an obsession with ‘little chores’.
Little chores are things that keep you busy but don’t make you any money… or even worse, lose you money.
Instead of working on important tasks, most business owners let the squeakiest wheel get the grease. They waste time on low-yielding tasks that earn them a minimum return, like constantly checking emails and activities they could delegate or outsource. Meanwhile, they forgo the activities that produce the bulk of the revenue for their business – what I like to call
Highly Leveraged Activities.
You’re likely so busy working ‘in’ your business in a reactive state that you never get time to work ‘on’ your business – and you’re making a fatal mistake.
A wildly successful business is a business where:
- Customers chase you, and not the other way around
- Predictability and consistency generate new leads, clients, and revenue.
- You speak only to highly-qualified prospects you can actually help.
- You have an automated lead-generation system that delivers new customers on demand with minimal human effort.
You focus only on the Highly Leveraged Activities that produce revenue.
So, here’s the bottom line: Being busy is not the same as being productive. Our lives are full of distractions, and it’s hard to stay focussed when your world consists of hundreds of tiny tasks and millions of voices screaming for your attention.
As the founder of a business that you’re looking to scale, your focus needs to move from doing the everyday work to producing revenue for your business and steering the ship.
The money in business isn’t in your product or service, it’s in the selling of your product or service.
You’re a marketer.
The fate of your business lies not just in having the best product or service but in your ability to market your products or services.
The market doesn’t pay you to have the best products or service. It rewards you for solving problems. A transaction takes places where, in the mind of the consumer, the value of the solution you’re selling outweighs the price you’re asking.
In other words, you’ll be compensated on the basis of how you market and build value around your solution to the pains and desires of your customers. The bigger the problem you solve, the more you will be compensated.
Your focus should be on intimately understanding your market and your prospects’ deepest desires, pains, fears, hopes, and dreams. You need to know them better than any of your competitors, and then craft marketing messages that effectively communicate how you can solve these problems.
I refer to these Highly Leveraged Activities as the 4% of activities that move the money needle. In reality, 20% of activities bring in 80% of your company’s revenue.
The 4% Rule For Moving The Money Needle
The Pareto principle.
He first discovered this rule when he found that 80% of a nation’s wealth was controlled by 20% of the population. As he studied this phenomenon more deeply, he found a disproportionate relationship between cause and effect in other areas of life, including real estate, growing crops, and all sorts of things:
20% of the input creates 80% of the result.
20% of the workers produce 80% of the result.
20% of the customers create 80% of the revenue.
20% of the roads cause 80% of the crashes.
And on and on…
His 80/20 rule to hold true for almost all areas of business, including…
- Popularity of products.
- Sources of incoming leads.
- Customer service problems.
- Reasons customers buy.
- Activities in your business that produce revenue!
And while you might have heard about the 80/20 rule, most people never truly apply it to their business let alone other areas of their life.
All Business Activities
- Checking emails
- Writing copy
- Speaking with clients
- Having meetings
- Creating Facebook ads
- Checking stats
- Creating systems & processes
- Coming up with offers & promotions
- Training/On-boarding staff
- Creating sales funnels
- Sending emails
- Shooting videos
- Running errands
- Making webinars
- Creating proposals
- Scheming & plotting
- Setting up systems
- Looking at analytics
- Public relations/Interviews
The 80/20 rule demonstrates you can and should disregard 80% of your business activities. They should either be delegated or outsourced so you can focus on the top 20% that produce revenue.
To put it more simply…
4% of your activities create 64% of the revenue in your business
In my business, after cutting out the 96% of my activities that produced little or no revenue, this is what the top 4% revenue-producing activities looked like:
- Writing sales copy
- Coming up with offers & promotions
- Creating sales funnels
- Shooting videos
- Doing webinars
- Scheming & plotting
Because these 4% of activities literally bring in 64% of all the revenue for my business, I hired an operations manager and other team leaders to do all the other things that don’t move the money needle.
So what are your top 4% revenue-producing activities?
Are they creating new offers? Motivating sales staff? Increasing lifetime customer value? Whatever it is, you need to figure it out.
And once you’ve put together a list of these vitally important revenue-producing activities, it’s time to get to work and start automating and creating systems for just about everything else.
You shouldn’t invest your time in boring, low-value tasks. Because every minute you spend on low-value tasks or putting out fires is time taken away from the areas of your business that have the most leverage and the largest potential to make you money.
The very first step is to figure out how much you’re earning per hour right now.
Value Of Your Current Time
I work____hours per week and I make $_________per week.
_______hours ÷ $_______ = hourly rate
Once you have figured out how much your hourly rate is, you don’t want to complete any tasks that you could hire someone to do for a lesser rate. Let’s say you make $3,000 per week and work 40 hours, resulting in your hourly rate being $75 per hour.
You can hire a cook or cleaner for $20 per hour to free up more of your time to work on your business. You do it. Immediately. Because it’s not costing you $20 per hour to clean your house or to have your meals cooked, it’s saving you $55 per hour.
That’s right, if you were to do those tasks yourself, you would be actually losing $55 per hour, if not a lot more. This is because if you clean your house for an hour, you’re not able to earn your rate of $75 per hour. You’re essentially hiring yourself at $20 per hour when you could hire yourself at $75 per hour.
Only 4% of your activities each day drive your business forward and move the money needle. The other 96% of the things still have to get done, but they shouldn’t get done by you.
- Download ‘The King’s Audit’ worksheet at:
- Make a list of all of your business activities.
- Conduct an 80/20 analysis of these activities
- Create an action plan to help you delegate, automate or outsource the 80% of your activities that don’t produce revenue or move your business forward.
- Then take it one step further and invest your time only in the 4% of activities that bring in the most revenue.
How To Sell Like Crazy
As the owner, your number one responsibility is to sell.
Selling is not something you do on the side. It’s not something you can outsource or completely delegate. It’s the single most important job of any business and consequently any founder or owner.
If you have a marketing and sales machine that predictably brings in hordes of new customers every day like clockwork, owning a business can be phenomenal.
Solve the number one problem business owners face: ‘How do I get more customers – and therefore more revenue?’
As a business owner, selling should be your number one priority – and you must act accordingly. This means spending the bulk of your time on marketing and sales-related activities – or as I call them, revenue-producing activities.
This doesn’t mean you have to be the one on the phone actually doing the selling yourself. Nor does it mean you must write every piece of sales copy on your website. However, you must be very much involved in every step of the sales and marketing process, so you understand the problems intimately and can identify the opportunities.
To be a truly effective entrepreneur, you must become your business’s number one expert at selling.
The ratio of time, effort and money spent on selling as opposed to other aspects of business should be 80/20, with 80% of it going toward revenue-producing activities and only 20% towards all the other management activities in your business. Or, if you have a team in place, you should apply this 80/20 analysis again, and only be focussed on your 4% of activities that move the money needle.
You see, there are five major functions of business—product development, customer service, accounting, operations, and marketing.
The one function that should always be given top priority in any business is marketing.
The other functions are clearly vital to a well-functioning business, yet without marketing you will not have sales and without sales, you will not have cash flow and without cash flow your business will die from lack of cash, which is the oxygen to any business. Without it you will not be able to pay for all the other functions, and you will go out of business very quickly.
Sales Trumps All
I believe this to be the number one rule in business. Sales trumps all.
Sales are the ‘tip of the spear’, and everything else stems from this point.
If your business is being flooded with profitable sales, there really is no problem you can’t solve with the right amount of money. No one you can’t hire. No system you can’t implement.
Single Parent Mother Work Ethic
Nothing in life comes without hard work. Nothing is given to you. You don’t get what you ‘deserve’. You get what you push, shove, scratch, and work your ass off for.
Having a strong work ethic is the number one determining factor for success.
Your work ethic is the only thing you can control in life.
And if you strengthen it, stretch it to its limit, and forge an unrivalled work ethic that burns inside of you, you will win.
Put. In. The. Work. Every. Day. Do something you don’t want to do first thing every morning. Challenge yourself to be uncomfortable and push past the mediocre, the laziness, and the fear. Forge your work ethic and exercise it like a muscle. Strengthen it. Build it. Be relentless in your approach towards success.
No marketing hack, sales funnel, or software can make you successful if you’re not going to do the work. Don’t wait for someone to make it happen for you. It’s on you.
Discipline, structure, rules, rituals, planning. These are the frameworks for success, yet these are not attractive things in today’s world of instant gratification. The average person reaches for the latest hack or loophole to attaining success with the least amount of work possible. However, that is a fool’s errand and will leave you broke.
Light a fire inside yourself so big and so ablaze that no one can deny you.
The thing that is within your control is how hard you work. In anything you do, to work hard takes no special talent, luck, or exceptional resources. You simply just have to be willing to put in the work and do it.
There are no excuses. It’s no one else’s fault. It’s all on you.
You must be completely focused on taking full ownership and responsibility for every bit of success and every bit of failure that comes your way.
Kill The ‘Little Bitch’ Inside
You want to make your ‘why’ so big that your ‘how’ becomes easy.
Fall in love with the work itself, not just the result. Learn to enjoy the excruciating pain, you must endure to be successful. Success isn’t just talent. Talent will help get you started but it won’t get you to the Promised Land. You have to create a work ethic that ensures you become successful. Hard work and effort will beat talent 99% of the time. Put in the work to ensure your success. Don’t look for shortcuts. Don’t make excuses.
You have to work hard on what gets results. Invest your time in the 4% that drives cash flow. Love the work itself, but set goals and demand results from yourself. Plan for progress and achieve it.
The $500,000 Learning Curve
Success doesn’t come easy, and it’s rare that anyone manages to make their dreams a reality without others opening and holding the door for them from time to time.
If you’ve done well, it’s your obligation to spend a good portion of your time sending the elevator back down.
There are many problems that can occur as a business grows, but there is only one that’s deadly – and that’s the inability to bring in new customers in high enough volumes with high enough profit margins.
Sales are the lifeblood of your business.
Salesmanship Multiplied: The Most Lethal Skill In Business
The more the call focused on solving their problem, the more sales I made.
I transitioned from selling one-to-one to selling one-to-many.
I applied my master salesmanship skills to print, audio, video, and other assets I could leverage to multiply those salesmanship skills.
And instead of personally making 300 calls per day, I wrote ads that could call on 300,000 people per day!
The ability to write ads and marketing messages that sell is by far the most lethal money-making skill you could ever hope to acquire.
If you master this skill, you should never again have to worry about money. The ability to write a sales message that brings in new customers on a profitable basis, consistently and predicably, is the rarest skill on Earth. And, if you can do it – I mean really do it – you can virtually write your own ticket.
The bottom line is, no matter what business you’re in and no matter what you’re selling, your pursuit for wealth and success will always and forever be served by your ability to craft a killer sales pitch.
You can make great money selling one-to-one. But there’s a limit. As we know, there are only so many hours in a day, only so many calls you can make, only so many doors you can knock. And, if you limit yourself to one-on-one selling, you’ll never really make big money.
To truly make big money, you’ve got to use an automated selling system to get your sales message in front of huge numbers of people all at the same time. 24 hours a day, 7 days a week, 365 days a year.
I look at my sales message as being my salesman soldier. I look at Google Ads, Facebook ads, and radio and YouTube ads as the delivery vehicles I use to deploy that salesman soldier and deliver my message automatically without me having to exert more effort the more times I deliver it.
The reality is that the technology of delivering that sales pitch will be forever changing. Newspapers, direct mail, TV, the Internet, Google, Facebook, LinkedIn, YouTube, Twitter, Snapchat… The list will go on into perpetuity.
You can always hire people to deliver the work, set up the technology, do your company accounts and tax returns.
But the guys who know how to craft a killer sales pitch that forces people to whip out their wallet and throw money at you will always be rare… incredibly valued… outrageously well paid… and sitting in the driver’s seat of their abundant future.
Good advertising is simply a sales pitch. Or better put, salesmanship multiplied.
Your advertisement and sales message should act like an army of tiny salesmen soldiers. And they should go forth, regardless of the delivery medium, and deliver a concert pitch.
The Biggest Misconception
When it comes to growing sales, businesses generally have one or more of the following challenges to overcome:
SMALL LIST: Your list may be small or even non-existent. Meaning, you don’t have a large enough database of prospects or previous clients you can call upon to generate tens of thousands of dollars on demand.
LOW TRAFFIC: Meaning you’re simply not getting enough people to your website, store, or landing page.
LOW CONVERSIONS: If you’re getting enough traffic but you aren’t seeing as many leads and sales as you want, then you have a conversion problem. Meaning, what you’re offering simply isn’t compelling your prospects to buy.
Google and Facebook. They account for more than 90% of traffic online.
Get this: On Google, people make 3.5 billion searches per day. As for Facebook, there are over 16 million active users in Australia alone. You can have a Google Ads account set up and running in under 30 minutes, giving you access to literally millions or billions of people within hours. Or you could set up a Facebook Ad campaign in a couple of hours and have access to the 1.8 million Aussies who log on every day!
The truth is this: They don’t have a traffic problem!
They have a conversion problem.
The real issue is converting that traffic into actual sales using a system based on unit economics that makes buying traffic profitable and self-liquidating.
You need an automated lead generation and client conversion system that turns advertising into profit. You need a system you can put $1 in which generates $2, $5, $10, $50 or even $200 back. You see, the most dependable and predictable way to grow sales and generate wealth is to turn advertising into profit.
And if you can’t pay money to acquire a new customer, then you don’t have a business. Let me say that again: If you can’t pay money to acquire a new customer, you do not have a business.
If you’re solely relying on free traffic, referrals, joint ventures, or other channels like these, then you don’t have a predictable and dependable way to grow your business.
Generating a return on investment from paid advertising is like pulling a lever and having cash drop into your account. It’s predictable, repeatable, and scalable.
A Wiser Investment Than Savings, Stocks, Or Real Estate
Instead of relying on luck to deliver you customers and cash injections when you need them, you must do what billionaires do. Invest in assets and get returns on those assets. Look at how much return some of the most prolific billionaire investors in the world are getting from their assets:
Carl Icahn: 31% annual returns
Warren Buffett: 20% annual returns
George Soros: 20% annual returns
Peter Lynch: 29% annual returns
Clearly, these giants of investing are not relying on referrals to average a 20% annual rate of return or more. They are putting in $1 and getting $1.20 or $1.30 back on a predictable, billion-dollar scale.
Investing in your business, more specifically your advertising, smashes these woeful returns on investment such as shares, real estate and savings accounts.
Look at this advertising expenditure from one of my client’s Facebook accounts. $4,403.64 was spent for a return of $17,850.00. That’s $13,446 in profit in just two days. That’s a return on investment of 305%!
Even if you consider product costs of 30-40%, this business is still making an unbelievable return from its advertising investment. They put in $1 and got $4.05 back. Or more specifically in their case… put in $4,403.64 and got $17,850.00 back!
Investing in advertising that attracts high-value prospects and then converts that traffic into bona fide sales and clients is the smartest, most lucrative investment you’ll ever make.
And those were just examples of Facebook Ads. That’s not taking into account SEO, Google Ads, remarketing, or any of the other traffic channels we employ for our clients to multiply money.
Advertising is an investment that makes more money than anything else.
Understand And Identify Your Dream Buyer
Most online marketing information you’ve learned is dead wrong.
The Larger Market Formula
One of the secrets to skyrocketing sales is by appealing to a larger market. The Larger Market Formula breaks down the entire audience of buyers in any market into four key categories:
In any given market at any given time, 3% of people are in ‘buying mode’.
The problem is, your competitors are going hard after that top 3%. If you split up that 3% of easy customers between you and your competitors, you’re never going to make much money.
The real money is in the 37% of people who are saying, ‘I’m kinda thirsty – what should I drink?’ They are either gathering information (17%) or ‘problem aware’ (20%).
Or how about those who don’t even know they’re thirsty to begin with – because this market is a whopping 60% of all people! 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 And Take My Money’
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 of uncertainty and people don’t buy in this state. But the more they know, the more likely they are to buy.
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.
They start pursuing you or calling you to enquire about your products and services. It’s a game changer, and it’s hands down the best way to attract business online.
The key is to install a system that:
- Gets prospects to act!
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.
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 able to do business with you. They’re virtually 99% ready to buy.
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 reports, videos, cheat sheets, or other value-based materials.
- 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.
- Position your solution as the obvious choice.
- Make them an irresistible offer using ‘The Godfather Strategy’.
If you can actively and skilfully move people up the pyramid, you can shift many of the 97% of prospects from ‘not buying right now’ or ‘not even thinking about it’ to becoming your customer right away.
The best part about this is you get to reach your dream customers before they even know they’re ready to buy, thus reaching them well before your competitors have the chance.
The best way to do this is through what’s called a sales funnel. This technique shifts a prospect up each stage of the pyramid over a period of a time.
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!
When it comes to acquiring new customers, the most basic starting point is understanding who they are. When you understand this, you can tailor your marketing message directly for your audience.
For your message to stand out from the crowd and really win customers, you must go deeper. Much deeper.
You need to uncover your customer’s deepest and most primal desires. You must delve into their fears, hopes, wishes, and dreams. This is the stuff they’re thinking but don’t tell anyone.
‘‘Enter the conversation already taking place in the customer’s mind’’.
The top 20% of the top 20% of your customers (or the top 4% overall) represent 64% of your sales (calculated as 80% times 80%). 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!
You need to read your prospect’s mind. You must be obsessed with their passions, dreams, fears, and desires. Getting to know all this crucial detail is what we call The Halo Strategy.
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.
Other great places to look are Facebook Groups and pages around your market and niche. These are goldmines for valuable information.
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.
After you’ve used the Halo Strategy, it’s now time to use the marketing intel and research you’ve gathered to create your dream buyer avatar.
Creating Your Dream Buyer Avatar
The purpose of going after a dream buyer is to focus your message and marketing budget on whichever market is most likely to buy your products, as well as those prospects who would be your dream customers.
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.
Advertising channels change. Landing page builder software changes. Algorithms change. Tactics change. But 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
Where does your dream buyer hang out and congregate?
Where does your dream buyer get their information?
What are their biggest frustrations and challenges?
What are their hopes, dreams, and desires?
What are their biggest fears?
What is their preferred form of communication?
What phrases, exact language, and vernacular do they use?
What does a day in your dream buyer’s life look like?
What makes them happy?
The End Result
After answering all of these questions, write a paragraph summarising your findings.
Defining your target market is one of the hardest parts of starting a business. The good news is that once you do it, everything else will quickly start falling into place. You just have to figure out which medium to use to effectively reach them, and which marketing strategies they respond to.
- 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.
Create The Perfect Bait For Your Dream Buyer
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.
Built on the simple premise of ‘giving before asking’, value-based marketing is about offering value to your customers without asking for a sale in return.
Most people get this wrong and immediately try to sell to the 97%, but the
fact is, fast selling doesn’t work with cold traffic. These people have no idea who you are – it’s like asking someone to marry you on a first date!
Remember this rule: The temperature of your marketing message must match the temperature of your traffic.
Only Marketing Morons Believe That No One Reads Long-Form Copy
Long-form copy will beat short-form copy every single time.
You might still be saying, ‘But who reads all that text?’
The buyers are the ones who read it. They are the ones who have all the burning questions, the ones who are looking for answers. The people who aren’t going to read your copy aren’t going to buy in any case.
The job of an ad is not to sell but to create intrigue and get the prospect to raise their hand and say, ‘I’m interested’.
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.
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.
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
HEADLINE ESSENTIAL #3: CREATE IRRESISTIBLE INTRIGUE
HEADLINE ESSENTIAL #4: SHOW THEM WHAT’S IN IT FOR THEM
Capture Leads And Get Contact Details
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.
You Need To Create A Killer Opt-In Page
The Godfather Strategy
This is the Godfather Strategy:
Make Your Prospects An Offer They Can’t Refuse
Simple, isn’t it?
An ‘offer’ consists of two things:
- What your prospects want when they respond to your marketing.
- What they have to do to get it.
Sell What People Want To Buy
Create Your Offer
Your Offer Is The Tip Of The Spear Of Your Sales Message
It really is the offer that makes the heart beat and blood pump in your marketing.
Claude Hopkins, ‘Make your offer so great that only a lunatic would refuse to buy’.
The Seven Parts Of Your Godfather Offer
A Godfather Offer is comprised of seven major components that make its brilliance come to life:
- Build Value
- Payment Options
- Power Guarantee
Anticipate And Overcome Objections
7 Steps To Creating A Power
- Study the competition
- Laser in on your strengths
- Be specific
- Choose a payback
- Test, measure, and refine
- Put it front and centre
- Give your guarantee a name
- You create a FEATURE LIST.
- You create a BENEFIT LIST.
- You reduce your OFFER to writing.
- You offer a POWER GUARANTEE.
Putting Together Your Landing Page
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.
Sabri Suby’s 17-Step Secret Selling System
- Call out to your audience
- Demand their attention
- Back up your big promise
- Create irresistible intrigue
- Shine a floodlight on the problem
- Provide the solution
- Show your credentials
- Detail the benefits
- Social proof
- Make your godfather offer
- Add bonuses
- Stack the value
- Reveal your price
- Inject scarcity
- Give a powerful guarantee
- Call to action (CTA)
- Close with a P.S. that includes a warning and a reminder
The Critical Importance Of Unit Economics
Here are some examples of unit economics that are crucial for you to understand:
Cost per lead (CPL): You can calculate your CPL by dividing the cost of your advertising by the number of leads received for a particular campaign or marketing activity.
Cost per acquisition (CPA): This is what it costs you in advertising to
acquire a new customer. In any business, this is the most important metric to understand. It’s the only way to understand if the marketing you’re doing is profitable.
Lifetime value (LTV): This is the projected net profit that a customer will generate during his or her life as a customer of your business.
Know how much you make from a customer, and you’ll know how much you can spend to get one.
A business should never rely on one single source of traffic for new business.
Assuming your goal is to scale your business, keep adding as many
channels as possible, stacking one on top of the other:
SEO, Google Ads, Facebook Ads, YouTube Ads, Retargeting
Keep in mind that while many businesses (including marketing agencies) often think they just need more traffic, in reality what you need is an offer that converts traffic profitably.
Make sure your message matches the temperature of your audience!
Three Types Of Traffic
The first type, at the tip of the pyramid, is in buy mode. These guys are on Google, actively searching. They know they have a problem. They’re looking for a solution in the products and services you provide.
The second group of prospects are in the awareness stage. They’re not actively searching but they are aware they have a problem and they’re open to buying.
A cold prospect isn’t searching and doesn’t even know they have a problem or a need. But they are still a good candidate for the products or services you sell. This represents the largest segment of your market, and of any market out there. They’re the 60% of prospects sitting at the base of The Larger Market Formula pyramid.
Cold: Tinder Traffic
Tinder Traffic (as I like to call cold traffic) consists of people who have no idea who you are.
Warm: Second Date Traffic
They’ve met you, they know you, but they’re certainly not sold on you.
Hot: Netflix and Chill Traffic
Netflix and Chill Traffic (hot traffic) are the audience equivalent of a long-term relationship.
How To Take Your Prospects From Tinder To ‘Netflix And Chill’
Marketing is much like dating. There are a series of steps and events that must take place in order for a relationship to develop and get more serious.
Most businesses are out there asking people to marry them on the first date, or even worse, at first sight!
Most businesses are out there screaming at the prospects to buy straight out the gate.
Whether you’re advertising on Google, Facebook, Instagram, or YouTube, the very first step in the process of taking disinterested wanderers and turning them into your most valuable dream clients is getting eyeballs on your ads.
You are here
The job of the ad is to ‘sell the click’
The job of the opt-in page is to ‘sell the opt-in’
The job of the landing page is to ‘sell the next step’
The job of the sales mechanism is to ‘make a sale’
Eugene Schwartz, one of the greatest advertising minds to ever live. He said, ‘This is the copywriter’s task, not to create mass desire, but to channel and direct it’.
Anatomy Of A High-Converting Facebook Ad
The Intro Text
The Ad Image
The Link Headline
The Link Description
The Call to Action Button
The Display URL
The Magic Lantern Technique
The Larger Market Formula
The biggest profit opportunity online lies in the 97% of prospects who aren’t in ‘buy now’ mode? They are the biggest market, and marketing to them can give you a huge advantage over your competitors. You just need to know how to treat them. They might be right on the edge of buying but just need a little something more.
The job of the sales mechanism is to make a sale. Whether you’re delivering your sales pitch over the phone, face-to-face, at a seminar, or through a webinar, everything leading up to this point has brought you here, and now it’s time to close the deal.
If you’re selling a service, the best way to close the sale is to have a free 30, 45, or 60 minute zero-pressure, very helpful sales conversation. This conversation can close 80% or better, depending on your own individual results.
Sell Like A Doctor
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 And it’s the same in sales.
Selling is about taking your prospects from a less desirable ‘before’ state to a more desirable ‘after’ state, and if what you’re selling doesn’t deliver your prospect to their ultimate desired outcome, then – to put it simply – don’t sell to them!
Think about when you walk into a doctor’s office. A good doctor will have all of his or her attention on giving an absolutely spot-on diagnosis.
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.
Everyone’s favourite person is themselves.
Remember, no one likes to be sold, but everyone likes to buy.
Automate And Multiply
Email outperforms every other marketing channel. Period. And one of the biggest mistakes I see businesses make is not building an email list from day one.
Email is the bedrock of my business today. It’s by far my #1 source of revenue.
According to the Direct Marketing Association (DMA), for every $1 marketers spend on email, the average ROI is $44.
It’s a huge risk to build a business on a platform owned by somebody else.
When it comes to email, there really are only three things that matter:
- Get it delivered
- Get it opened
- Get it clicked
Small Hinges Swing Big Doors
More delivered > More opened > More clicked > More see your offer >