highlights
24 highlights saved, filed under marketing.
- 01
The goal is to wow them with this experience. If done right, this will prompt a conversation to take place in their mind: ‘If this is what they’re giving away for free, imagine what their paid products/services are like!’
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The temperature of your marketing message must match the temperature of your traffic.
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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.
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“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
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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
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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
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Timeless Formula #3 Achieve [Desirable Thing] like [An Expert] Even Without [Something Expected] Example: Paint Masterpieces Like Picasso Without Ever Having a Single Lesson!
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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 Up the Foods You Love – Within 21 Days or Less!
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Headline Formula: Finally! How to Get [DESIRED RESULT] Without [THING THEY FEAR MOST] in [SPECIFIC TIME FRAME] - Guaranteed. ‘[PROBLEM]? Get My [SOLUTION] and [RESULT]’ If you’re struggling to come up with a unique headline, this little puppy works a treat, every, single, time. Guaranteed.
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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!’ ‘Discover the number one thing you can do to stay 20 times more hydrated than drinking water’. This creates massive intrigue. 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 another cent in tax’.
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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) is greater than fear of attainment (joy). ‘What you should never say to a woman on your first date’. ‘What you should never do when trying to win over a prospect’. Say goodbye to X [frustration]: ‘Say goodbye to calorie counting and hour-long cardio sessions’. The truth about Y: ‘The dirty truth about fish oil revealed’. ‘The truth about flossing only after you’ve brushed your teeth’. Have you been doing X wrong? (And does it really matter?) ‘Have you been boiling your eggs in the wrong pot? (And does it really matter?)’
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‘Guaranteed Google rankings in 90 days or we work for free’.
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‘If the offer and the guarantee don’t keep the founder up at night, then they’re not strong enough’.
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A compelling offer is infinitely more powerful than a convincing argument
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The idea of a compelling offer is to remove all friction for a prospect to buy from you. You want to reverse that risk and burden and make it an absolute no-brainer for your prospects to take you up on your offer. In the words of the late, great Claude Hopkins, ‘Make your offer so great that only a lunatic would refuse to buy’.
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Action Points You create a FEATURE LIST. You create a BENEFIT LIST. You reduce your OFFER to writing. You offer a POWER GUARANTEE.
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Action Points Write down the most irresistible and absolute best offer you can come up with. Even if it scares you – then you know you have a great offer. Create an irresistible landing page, video sales letter, or whatever delivery mechanism will work best for you and your prospect, using my exclusive 17-Part Secret Selling System and example templates provided. Pitch the phone call and not the sale. While you ultimately want to convert your prospects into paying clients, in order for that to happen you’ll need to speak with them. With that in mind, make your Godfather Offer centred around a free phone consultation, analysis, strategy session, or roadmap.
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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.
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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.
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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.
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The key is to install a system that: Attracts Educates Nurtures Gets prospects to act!
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As Robert Collier said… ‘‘Enter the conversation already taking place in the customer’s mind’’.
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I would run through walls to get to a ‘yes’ from a prospect.
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I don’t care how talented you are, how fortunate your upbringing was, or even if you had a better education or opportunities than me. You simply can’t outwork me. Ever.