(dramatic music)
- Okay, let's do a little pop quiz, okay.
Which is more likely to sell better
to an average audience interested in better ad results.
They're running ads, they want better results, okay.
So, number one, is a course on how
to create your own successful ads, step-by-step,
and number two, a series of successful ads
you can use, and simply edit yourself.
How many people vote number one's the better?
Not one soul.
How many with number two?
Great.
My one question is, why do I have
so many people make compelling offers,
based on point number one?
How many people that are selling a course,
and their whole compelling offer
is built on here's a step-by-step system
on how to become more successful in whatever they do?
It's a big lesson learned here, that you see in the room.
What worked the best, is the people
that were looking for the outcome, the result.
See number two does a couple of things,
it seems easier to the client.
Do you see it that way?
It boxes up a solution, right for the client.
It probably would work better in the short run.
Because it's already templated,
and it's probably working off proven tactics, okay.
It's not necessarily what the client needs.
So, my belief is the client might be
better off learning the skillset,
the actual skill of how to create ads, okay.
That's maybe what he needs.
But I understand that's not what he wants.
He does not want to go through the pain,
and the work of creating those ads.
So, what you can do, is you can sell them
the already done ads, and you can also include
the information, in case he wants to learn
how to write those ads himself.
You know that's how you reserve it.
I would promise, here's the already done ads,
the templates, and everything else,
just change your name here,
change your price point here, and do that.
But I'm also going to include,
and maybe show you how to write the ad
for yourself, or why the ad actually works.
Okay, so, how do you apply this to you in your business?
That's the key, you gotta think about that.
How would you do that?
Well, there's a lot of different ways you can do it.
You've got to think about what
your business is, and apply it.
So, for example, let's say you're in weight-loss.
You do some program,
or you're teaching people how to lose weight.
Well, one thing you can do,
is you can provide the tool, or the solution,
of an actual diet plan for them.
That you would actually email to them.
And you'd make it so simple for them.
So, you tell them, look, here's Save-on-Foods,
here's Superstore, here's the exact things
that you need to buy.
This, this, this, this, and this.
And here's how you make it.
It's at that point.
Because people don't want to think about it.
People don't want to think about ounces,
I need a half a can of this, this, this.
That's not what they want.
They want a real simple solution.
That's sent to them.
Even better, you can also have a service then,
that someone actually buys all the stuff, and
just delivers it right to their door.
That would be a done-for-you service.
There would be people that would buy that result.
Not only would you give me the meal plan,
but the food would show up all pre-packed,
and right to my house.
That's selling the solution.
That's selling the outcome.
That's selling what they want.
It may not be what they actually, you know, need
in some ways, but they're selling
the solution from that standpoint.
That's one way example, okay.
Another example is let's say you're selling
pay per click advertising.
Does everybody know what pay per click advertising is?
Just so we're clear, for that one, okay.
So, if you're saying pay per click advertising
what the person really wants, okay,
is they want to know, the exact keywords,
in the exact ad, to use for their industry.
That's what they want!
They don't want to learn about the rest.
So, what you would do is,
that is what you would deliver to them.
That would be the tool, the solution.
Your outcome is, I'll give you
the top five keywords for your industry.
You think for that way.
It's not selling information,
you can add the information on, if you want to.
Which would be good for them to learn.
How keywords, and everything else work.
That's not the outcome,
or the solution that they want, okay.
So
I have one more example for you guys.
Yeah, I got one more quick example.
Just I'm trying to put it in different ways
so that you can relate to people, right?
So, let's say you sell
an ebook on relationships, for example.
Okay, so they want to get in a relationship,
and everything else.
You could provide a couple of tools, like,
for example, here's the exact words
you can say on the phone, or text, after your first date.
If you're nervous, or something.
The exact thing, right?
Like, here, that's what I want.
Because, person goes out, he always messes up,
I don't know, I'm awkward, I don't know what
to say at the first date, or whatever else.
So, yeah, you can teach them about relationships,
but you're actually giving them scripts.
Sales tools, are sold this way.
Do you know how many sales scripts
are sold every year in North America?
There are word-to-word sales scripts
with exactly what to say on the phone.
That is delivering the outcome.
Maybe they should learn how to, you know,
how to sell, how to write a script.
That's not what they want.
They want the sales script.
Now, the better salespeople after a while
will say, "Okay, you've given me the sales script,
"now I wanna learn why it works, what I could do,
"how I could modify it."
So just remember in those cases,
you want to be able to really focus on what is the outcome?
And sell that outcome.
That makes a big difference in the offer.
Okay so, there's always people say
"Well, I don't if that's what people want?"
Well, let's face it in reality, okay.
We all heard the saying, you know,
"If you buy a man a fish, you feed him for a day."
Right?
"And if you teach him how to fish,
you fish him for a lifetime."
How many people have heard that?
Okay.
The reality is, and most of the time in our day market
most people just want to get the fish, or buy them
They just want the fish!
They don't want to go through that whole process.
That small percentage, which in a lot of cases
is less than 10% of the people you're dealing with.
Really want to learn how to fish.
Then you can offer them something else.
To actually teach them how to fish.
So many people think everybody wants to fish.
No.
Most people just want the fish.
So, just remember that from that standpoint.
When you're doing a compelling offer,
of any kind, you want to have one big promise.
Confused mind does not buy.
You want one big compelling promise for that client.
Okay, and it takes work to focus on,
and find out, what's that
one big compelling promise that you want.
So, an example, let's say you're doing
a workshop on smoking.
You know, so, the big promise
would be right in the title, of the seminar,
and everything, a really good one,
that ran for years, and they made a ton of money,
"Stop smoking, now!"
Is that a big outcome on a promise?
If you're a smoker, and you wanna stop,
would that work for you?
That's a big promise, with a compelling promise right there.
Another variation, the guy just said,
I'll just borrow it, he was doing procrastination.
His was "End procrastination, now!"
It's a big promise.
Right?
Everybody knows exactly what it is.
It's targeted.
It works.
Other people, you know, and big promise,
they think well, you know there's
another event that was running
it was called "Wealth Secrets".
Okay, it's all right, but is it a big compelling promise?
Is it focused enough?
Everybody in the room is kinda going,
well, okay, that's nothing, right?
So, maybe let's make it a big promise,
"Wealth secrets", well no, you really need to focus,
and re-target that, cause it's a promise,
but it's still a vague promise.
If you wanna get ideas on how
to come up with really good big promises,
best-selling books a lot of times
have really good big promises.
I don't know, for so example,
how many people heard of "Think and Grow Rich"?
- [Audience] Yeah.
- Yeah, big compelling promise, right there, right?
Anybody heard of a book called "Automatic Millionaire"?
It's a book by David Bach, that's another compelling
big promise there, that was billed there.
There's J. Paul Getty's book "How to be rich."
It's closer, you know, sorta.
There's also Jim Collins who wrote "Good to Great".
And "Built to Last".
Do you see they're all like, you get a,
the thing about the big compelling promise
is it's usually three to five words.
Three is better.
And it's instantly, you know what it's about.
There isn't no second guessing,
or whatever else, around it.
That's how big and compelling that promise is.
So, if you can add that into your promise,
or your offer, then it's really concise, and clear.
In three words.
Then you've got people hooked.
Because remember we're filtering
when we put our offer out there.
We're trying to find people that are interested
in our product, or our offer.
This is a great way.
If they're not, you know,
stop smoking now, if you don't smoke,
you don't buy it.
However, people are like, well,
I've got a cousin that smokes.
I've got an uncle, okay, like,
I can tell them.
You always been bugging me, and grumbling,
and bitching about quitting smoking.
Here's the perfect seminar for you.
Go to this, right?
Cause then, you as a target know,
whose that target market for.
But if it's wealth secrets, you're like,
well, I don't know, I really don't want
to tell my cousin about wealth secrets.
They'd be like, well, what's it about?
You know, now I have to try explain to him
what's the seminar is.
I don't want to do that.
The compelling promise is so good,
you don't have to explain it to someone else
when you refer, or tell them about it.
It's clear.
It's right there, stated for them.
So, it will take work to come up, and figure out
with that compelling promise.
So, keep working on that big promise.
But, if you see in a ton of products, and services
that have taken off, just because of that one concept.
That they can nail down their big promise,
in three words, or less.
- [Voiceover] 10 times your finances.
10 times your business.
10 times your marketing.
10 times your life.
Hit the subscribe button now!
(dramatic music)