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Secret #3 – Hook, Story, Offer, and the attractive character
Every piece of good marketing has a hook, a story, and an offer.
The framework that Natalie used to get over 120,000 people to buy her book Abs, Core, and Pelvic Floor is called Hook, Story, Offer. The hook is the image and the headline that Jessica saw as she was scrolling through her feed. It hooked her and stopped her just long enough to get her attention. It then asked Jessica to click on a link, which gave Natalie a moment to tell her story, build a relationship with Jessica, and explain the perceived value of the offer she would be making. Finally, Natalie made her an irresistible offer that would help Jessica to get out of pain and move toward pleasure. This Hook, Story, Offer framework is the pattern that you’ll see over and over again in most ads and funnels online.
If an ad isn’t working, it’s always because of the hook, the story, or the offer. If a funnel isn’t converting, it’s always because of the hook, the story, or the offer. It really is that simple and probably the most important framework.
Hook: Now that we know exactly where our dream customers are congregating, our job is to throw hooks to them to see if we can grab their attention.
The hook is the thing that grabs someone’s attention so you can tell them a story.
You see thousands of hooks every day. Every email subject line is a hook, trying to grab your attention for just a moment so you’ll read that email. Every post, picture, and video you see in your feed on Facebook is a hook that is trying to get you to engage so they can tell you a story and then make you an offer. Every picture on Instagram, thumbnail on YouTube and headline on a blog is a hook designed to grab your attention.
Pay attention the next time you’re scrolling to what hooks grab your attention. Why did you stop? Why did you click play? What did the hook say, and how did it make you feel? Answering these questions will help you to become amazing at developing hooks.
Story: After the hook grabs their attention, you now have a small window to connect with them through story. There are two core goals from that story that you are about to tell them.
The story will increase the value of the offer that you are about to make.
The story will build a connection with you as the Attractive Character and your brand.
Even if someone doesn’t buy something today, if they connect with you, they will become your follower, and then your customer, and eventually your raving fan. Your stories will help them to build a relationship with your brand.
Every page of your funnel needs a hook, a story, and an offer.
If any of your traffic campaigns aren’t working, it’s always the hook, the story, or the offer.
Secret #4 – Work your way in, buy your way in
Step #1 – Dig your well before you’re thirsty
Subscribe to everything that your Dream 100 are publishing.
Make a filter that pushes each person’s emails instantly into a folder so your inbox stays clean.
Never look at yourself as a “consumer” of social media but as a “producer” of it. You produce content and you pay close attention to what your Dream 100 is doing on each of those platforms
After subscribing to your Dream 100’s content, buy some of their products. This allows you to see their funnels and what they’re selling on their backend and get a good idea of what they are doing. We call this process “funnel hacking,” where you go through their sales process to get ideas of what is working in this market as well as being able to get on their customer lists to see what types of things they send to their customers.
Look for ways that you can serve your Dream 100.
Seeing what your Dream 100 is promising and trying to sell to your dream customers, what hooks they are putting out, what offers they are making, and what beliefs your market has, will become the best market research you could ever do to figure out what the gaps are in the market and what offers you need to create
“Work your way in.”
Four very strategic phases:
Phase #1 (Day 1-14): Start the process of following your Dream 100 by subscribing and listening to the content they were pushing out.
Looking for ways you could serve them.
Phase #2 (Day 15-30): Then contact your Dream 100 (via email, direct message, etc.) and open up a dialogue. Your goal is never to pitch them anything during this time.
Red Flag #1: Don’t send a template message.
Red Flag #2: Don’t tell me your story yet.
Pretend like you are trying to date your Dream 100, because you kind of are. Treat them right, and one good relationship can be worth millions of dollars to you.
Some of the green lights
Green Light #1: This isn’t the first time I’ve ever seen your face.
Green Light #2: They tell me how great I am.
Green Light #3: They’ve done their homework.
Green Light #4: They don’t ask for anything now.
Phase #3 (Day 31-60): Make your Dream 100 your fan.
Your best promoters will always be your biggest fans.
You can get traffic from your Dream 100 by working your way in and/or buying your way in.
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STEP #2 – WORK YOUR WAY IN TRAFFIC THAT YOU EARN
To launch a movie in Hollywood, the actors and actresses show up on various TV shows to promote their movie.
Russell was talking to Tony Robbins after his last book launch, and he said that between TV, radio, and the internet, he did over 260 interviews during the week he launched his book while I’m sure that week was intense for him, it helped him sell millions of copies of his books for free by allowing him to work his way into the shows that had already congregated his dream customers!
You can work your way in to your Dream 100 by appearing on their own shows.
The average New York Times bestseller only sells about 10,000 copies during opening week.
This can and should be a consistent part of your traffic strategy. This organic, earned traffic oftentimes converts at a much higher rate than almost any form of paid traffic. It’s harder to scale, but your hottest, best buyers will typically come from an endorsement from your Dream 100.
We call this “earned” traffic because you typically aren’t paying for it with money, but you are paying for it with your time.
While controlled (paid) traffic usually produces a quick spike, the traffic typically fizzles out. Earned traffic often produces a slower amount of traffic than paid traffic at first, but usually grows over time.
Step #3: Buy your way in (traffic that you control)
Typically, if you contact all of the 100 people on your list, you will usually get about 30 that will say yes, they will help, and then usually only about 10 people will actually do any real promotion. Sometimes they’re too busy or get caught at a bad time, while other times they might have a competing product.
Paid ads are how you scale a company fast. Your number-one goal with every funnel you create is to have a “break-even” funnel, where for each $1 you put into paid ads, you get at least $1 back.
When we create multiple buying opportunities for our customers in our funnel, we usually break even or make a small profit on the front end. I t allows us to scale without limits.
By creating front-end offers, we’re able to acquire customers for free (and sometimes for a profit), and then we introduce them to what you really want to sell
“Which is better: controlled traffic or earned traffic? Is it better to work your way in or buy your way in?” The answer is, “Both are essential to the long-term success of your company.”
While the blend of these two types of traffic is the key to building a solid foundation for your company, there is still one other type of traffic that trumps both earned and controlled traffic. Given the chance to have only one, I’d always choose this third and last type of traffic: traffic that you own.
Secret #5 – Traffic That You Own
While traffic that you earn and traffic that you control is good, traffic that you own is the best type of traffic to have.
When someone has spent the time to build a list of followers of 10,000, 100,000, or 1,000,000-plus people, they can send out an email to that list selling a product. To make $100K, they only need a small percentage of those people to buy the product, yet to someone working for the hourly wage it would take them all year to earn that amount.
You can only be as successful as your spouse or significant other will allow you to be.
The only real secret to business: List Building
My only goal with traffic that I control and traffic that I earn is to convert it into traffic that I own.
With traffic I own, I can follow up with my leads and customers anytime I like.
All of the traffic I control and earn is always pushed into a front-end funnel that will ask for the visitor to give me their email address, subscribe to a Messenger list, or both. That way, I can convert them from traffic that I control or earn into traffic that I own, where I can market to them for free, over and over again.
With a lead funnel, you’re giving customers something for free in exchange for their email address. We call the thing you are giving away for free a “lead magnet,” because if you create something that is exciting for your dream customers, it will attract those leads just like a magnet. You don’t sell anything in this type of funnel, but once they’re on your list, the follow-up funnels are where you’ll make your profit.
With all of my front-end funnels, the goal is to break even so I can ascend my customers up my value ladder, thereby making a profit.
Secret # 6 – Follow-up Funnels
David Frey wrote: “A study done by the Association of Sales Executives revealed that 81 percent of all sales happens on or after the fifth contact. If you’re a small business owner and you’re only doing one or two follow-ups, imagine all the business you’re losing. Not following up with your prospects and customers is the same as filling up your bathtub without first putting the stopper in the drain!”
“The fortune is in the follow-up,”
If all we had was a front-end funnel, we would lose money on every lead we acquired.
With a follow-up funnel in place, we’re able to continue the conversation with our leads.
When we offer our leads the opportunity to ascend our value ladder and buy our book, we start recouping some of our ad spend.
After we stack multiple funnels back-to-back in our follow-up funnels, we make a profit.
“Amateurs focus on the first sale.”
Dan Kennedy once said, “Ultimately, the business that can spend the most to acquire a customer wins.” With good funnels and a strong follow-up funnel, you can increase how much money you can spend to acquire a customer.
Add Messenger subscriber boxes into your funnels and get people joining your email list to also join your Messenger lists.
There are always new communication tools being developed, but their goal is the same: build a relationship with your subscriber and ascend them through your value ladder.
The 3 Closes: Emotion, Logic, Fear
Whenever you close someone, make sure to include in your message emotion, logic, and fear.
Tell stories to break false beliefs and put people into an emotional state where they are ready to change and ready to buy. This is the most powerful way to create emotion in the minds of your visitors and get them to take action.
Always speak to people’s emotions. This is where the majority of your sales will happen too.
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