Okay, but dude.
It makes no sense.
Why would we focus on this $10,000, right?
People don't really care about it.
- Yeah, they do.
Because it tells them how much it's worth.
Yeah, but it's like (sighs),
it's like, not about-- - What are you working on?
- Hi Sifu.
Okay, we just got this new book
by this new author that we're selling.
We never sold it before,
we're selling it for 1,000 bucks,
but Ed and I we're not,
we're having trouble coming up with a good headline.
I think it should be more this way,
Ed thinks more this way,
and I, we're just a bit stuck.
- So, share with me the headlines you have now.
- Okay, I think it should be more, like,
just benefit-driven, right?
So, what I have is just,
Get more sales with less resistance
using the world's most expensive black book.
- Okay. - Right.
- [Dan] And then what about that one?
- This is Ed, you wanna share it?
- Yeah, sure.
Why thousands of people invested up to $10,000
to get their hands on this little black book.
- Okay, there's no context, here.
Because they're like, "What was the 10,000?
"Where does that come from?"
What's this headline?
- Okay, it's like, how to close more premium deals
with the world's most expensive black book.
- Okay, so, first of all, think about, for most people,
how much does a book cost, usually?
- [Ed] Like 20 bucks, right?
- 20 bucks, right?
- And a lot of free ones. - Yeah, free.
But, like, official books. - You pay shipping
- Like Amazon, $15 or $20.
So the first objection anyone reading the headline,
it's like, why is this book worth 1,000 bucks?
- [Ed] Yeah.
- Right, so that's that contrast.
You can't just say something's expensive
because there's no value.
So, the story of why this book is valuable
because of what, blank.
(Peter mumbling approvingly)
Okay, so we need that first.
So remember, when you're writing headlines,
first, we always talk about the,
you know, remember when I talked about in the past,
the big hook, the big idea.
- The big idea, yeah. - Yeah.
- The big idea, yeah.
So, why this black book is valuable?
Because first of all, it's not available anywhere else.
So, exclusivity.
- Yep, yep.
- You cannot get it from Amazon,
you can only get it from us.
- Yeah.
- Second of all, no students have, no one has,
we have never offered this to the public before.
Only the students that have gone through our programs,
also they're high-level students in the inner circle,
and they've attended an event they would get a copy of this.
So by that time, when they actually get a hold of this book,
they've invested at least, up to $10,000 to even get this.
- Yeah.
- So then, the value, the comparison,
I like what you have here, which is,
invest up to 10,000, but there's no context.
Like, why?
Cause other people look at this and go,
"It's just a bunch of people investing,
"what does that mean?"
It's, they've gone through this process
and the book, remember, is about
the best practices within our programs
to put together in a book,
which has never been done before, right?
- Yeah.
- So from that angle, so how can tweak this?
So let's talk about the, that's the big idea, right?
When you're writing a headline, first that's the big idea.
- And so you're talking about stories, Sifu, right,
I think a really good story is, like,
all our people in our community,
they've closed a lot of sales, a lot of premium deals.
- Yeah.
- I think they've closed over,
like, billion and billions of deals almost.
- We've done now, 30, so, okay,
so when we're writing a headline, it gives us credibility
instead of just, billions and billions of dollars,
we have documented now up to $34.5 billion
our students have closed, right?
- Wow. - Yeah, okay.
- So we should think about
how to put that in in the headline.
- Okay.
- So, then, now the people are not comparing
the apple to apple, a book is $20, it's what's in the book.
So first of all, just the value of the book,
we have thousands of students invest over $10,000
to get to this point to get the book.
But the content in the book has
produced $34.5 billion dollars
And not just $34.5 billion dollars,
it's for brands, companies, right?
You know, remember we talked about
Scotiabank and Ikea and Tony Robbins,
that's the students that we've trained
that have closed those deals.
- [Ed] Yep.
- Even government, right?
Country deal.
So, we should somehow incorporate that.
So then, it's expensive for a reason.
So that's the big hook, right?
- Got it, okay, okay. - That's the big hook.
- Okay, that's cool, I like that.
Oh, also, like all the stuff in the book,
it goes against everything
that people are normally taught in sales.
- Yeah, so unusual,
not usual. - Yeah, like odd, not odd.
- Not odd.
- Contrarian?
- Unconventional? - Unconventional,
counter intuitive?
- Could be counter intuitive - Counter intuitive.
- or unusual, cause it's different from,
this way teaches different from everybody else.
- Yeah, true. - Yeah.
- So the way we sell,
the way that we don't use the typical sales techniques,
that could be explained in the body copy.
- [Ed] Okay.
- But just the big idea, the headline.
So, the big idea is, the results-driven,
$34.5 billion dollars of results produced, right?
- Right, 34.
- That's the big idea.
- Right.
- [Dan] That's the first thing.
- [Ed] Yep.
- The unique, so the second key of the headline,
always talk about is the unique mechanisms.
So we have the big idea, we have unique mechanisms.
So the unique mechanism
- The mechanism.
- Unique mechanism it's, what is one promise
that we could make that no one else could make?
(Ed murmuring thoughtfully)
Yeah, I mean, how many damn sales books are out there?
What's the one thing that we can make?
So unique mechanism we could do,
which is the counterintuitive,
contrarian - Yeah, counterintuitive, yeah
- That's different from everybody else.
- Totally. - We're telling them, that,
well of course it's different from everybody else,
cause of the results we produce, right?
- [Ed] True.
- So I think that's pretty powerful.
Somehow I gotta work it in the headline, right,
cause then people look at the headline and they say, "Okay."
Cause right now this is not unique.
They think about the premium, they say,
how to close more premium deals.
How do you define that?
For some, premium is a million dollars.
For some, premium is a thousand dollars.
- Yeah. - So that's confusing.
(Ed murmuring in agreement)
And I don't know why is it expensive.
Expensive, it could be unique mechanism,
cause that's a curiosity.
- [Ed] Yeah.
- Like, why is it so expensive?
But we need to explain that.
So, big idea, that, um...
So, maybe, maybe something where,
discover, I've always liked discover.
Discover some-- - Discover.
- [Ed] Okay.
- Discover, just write it.
Discover...
- I'm gonna flip it over.
- Yeah, we discover...
Discover...
(board clicking gently)
- So it's like, discover.
- Discover.
Sometimes people use amazing secret,
I don't like amazing secrets, it's overused.
- Yeah.
- Discover.
- [Ed] Counterintuitive?
- We could, yeah.
- Try unusual first.
- [Ed] Unusual, okay.
- Try the,
discover the unusual. - Discover the unusual.
- [Peter ] Closings.
- Closings, no, cause see, within our community
people understand closing,
but when you're talking to a cold audience
no one understands closing.
- Right. - Oh.
- So...
- Sales, right?
- Selling. - Selling.
- Discover the unusual selling secrets
that have...
(marker scraping softly)
So, big idea, right, so the big idea.
Secrets is good, people want to know, right?
- Yep.
- What is something that they don't know
that could help them produce better results, right?
- [Ed] Yep.
- So, discover the unusual
they have produced.
- Yeah, produced.
- Produced.
- Wait, but what if we tie in the expensive book again?
So it's like, discover the unusual selling secrets
in the book
- That's fine, that's fine. - that have produced?
- That's fine. - Can we do that?
That would be cool. - Yeah, let's try that,
try that.
- So, said what is that?
- Discover the unusual.
- [Ed] Selling secrets.
- [Dan] Secret.
- [Ed] Inside.
- [Dan] Inside, inside...
- The world's most expensive book, or?
- [Dan] Well, it may not be
the world's most expensive book.
- Yeah, right.
- There are books that are more expensive.
- Yeah, that's true.
- Definitely it's expensive.
- Yeah. - Yeah.
- [Ed] Inside this expensive black book?
- That's fine, that's okay, because that's curiosity.
- [Ed] Okay.
- [Dan] Discover the unusual selling secrets
inside this expensive black book.
- [Ed] Okay.
- [Dan] That have produced, that have produced.
So, remember, so big idea, mechanism,
but people are skeptical,
so a key thing if we could do
is to inject some credibility early on.
Like, well you say, "How do I know this is not a lie?"
- Yeah. - Right.
- And, "What do you mean, 34 point",
because billion's big number.
- That's a huge-- - Yeah.
- So most people, it's such an unbelievable number
- [Ed] It's tremendous.
- Even though it's documented, it's $34.5 billion in sales
for, let's see if we can include something,
the brands that we have worked with.
- [Peter ] Yeah, so for, yeah, business like--
- Yeah, for, I would say, not businesses,
for, cause businesses feels small.
- That's true. - Yeah.
- So for brands, I like for brands.
- [Ed] Yeah.
- [Dan] For brands and companies,
I would prefer companies to businesses
- Yep. - Mm hm.
- [Dan] Companies.
- And then we could have their logos there.
- And that's good.
So, discover the unusual selling secrets
inside this expensive black book
that have produced $34.5 billion in sales
for, okay, even, for,
let's say it's for some of the biggest brands, right?
Cause I wanna use--
- Yeah, for some of the biggest brands and companies.
- Biggest brands and companies.
There we include U.S.A.
- [Ed] Um...
- [Dan] Cause we have our own list of those.
- Yeah, yeah, yeah.
We could do, like, Ikea, I think that's one of them.
Ikea. - Ikea.
I know it's Royal Bank.
- Yeah, yeah, RBC. - Scotiabank.
- Scotiabank, Acura.
- [Dan] Acura, we have--
- Tony Robbins, too.
- [Dan] Tony, I know from when you're closing with Tony.
- [Peter ] Do you wanna put it here?
- [Ed] Yeah, just put like, dot, dot, dot,
and then we'd have all the logos run in there.
- [Dan] Yeah, we have all them.
- [Peter ] We have, like 30, 40, 50.
- We don't need a huge 30, 40, it's too much.
- Yeah.
- But pick the top. - Probably the top five.
- Yeah, the top bunch from those.
- [Ed] And then we just have, like, them right there.
- Logos. - Logos.
- Okay, so let's try this, good.
Discover the unusual selling secret.
I'm (finger tapping) - Yeah.
- Maybe. - Not unusual.
- Maybe not unusual.
Let's try something else.
- [Peter ] Okay.
- Let's try, people might get--
- Counterintuitive?
- Yeah, try that, try that, try that.
- Counterintuitive. - Try counterintuitive.
- The counterintuitive.
- So we have the big idea.
I like the unique mechanism cause it's like,
the big idea is 34.5--
- [Ed] Put it in quotations.
- Yeah, I like quotations.
It's just like, counterintuitive, oh it's a little unusual.
- [Ed] Yeah.
- Selling secrets, that's very, not just marketing,
but selling, we're clear, inside this
(thumping drowns out speech)
expensive black book that produced 34.5 billion in sales
with some of the biggest brands and companies like,
da da da da da da, right, all the, I like that.
- [Peter ] Yeah.
- But we need now--
- [Ed] We need to tie it back to them.
- Yeah, no, tie it back to them.
So this could be the main headline.
So let's do a little sub headline here.
What's the sub headline? - Right.
- So, now it's like, okay, great, this is what you've done.
You've got the unique mechanism,
you've got a big idea, we've got some credibility.
- [Peter ] Uh huh.
- So let's tie in, what's it mean for them?
- What about, like, how you could use it too?
- [Dan] Okay, how you could use the same secrets?
- [Ed] Yeah.
- [Dan] How you could use
the same secrets, yeah. - The same secrets.
- [Dan] Try that.
- [Peter ] And how you use the same secrets here?
- Yeah. - Yeah.
How, maybe it's smaller.
How-- - Yeah.
- And how, and, so...
- And how you can...
- Use the same secrets.
- [Ed] To...
- The same secrets.
Discover the counterintuitive selling secrets
inside this expensive book.
- [Peter ] Same secrets to, what?
- [Ed] Oh, close...
- You had, what, get more sales?
I don't like get more sales,
- [Ed] Yeah, get more sales is no good.
- it's too generic, I don't like it.
- [Ed] Close, close, not premium, it's not premium.
- No, don't use premium.
How you can use the same,
cause it could, the information could benefit
from someone who's not selling premium.
- Yeah. - That's true.
- It's anyone, cause we want to serve a broader market.
So it could be anyone that's selling anything really, right?
- [Ed] Yeah.
- Just, like, selling anything.
So how you can use the same secrets to sell
sell, sell, close?
- I think close cause it's all about closing.
- [Dan] Yeah, it's what, the Closing Black Book, right?
(laughing)
- [Peter ] So, how to close...
- [Ed] To close anyone.
- [Peter ] Yeah, close anyone.
- I like the, remember the video that I did?
- [Ed] Yeah.
- Sell me this pen?
That went viral?
It's like, sell anyone, anytime, anything, anywhere.
How about that angle?
- [Ed] Let me pull up the title.
- Yeah, how you can use
- [Dan And Peter ] the same secrets to close anyone--
- [Peter ] Anytime, anywhere?
- Anytime, anywhere.
I like this, it's anything, right?
Any, any--
- [Ed] Anyone, anytime, anywhere.
- [Dan] But I need product, I need anything.
- [Ed] For any product.
- [Dan] Same secrets to close any
- Anyone. - One,
anything, anytime, it just doesn't,
no that's a bit too much, no, I don't like it.
- [Peter ] How about, the same secrets to close anyone
on anything, anytime, anywhere.
- Yeah, the same secrets to close (tongue clicking)
any, no, anyone, anytime, anywhere,
- On anything. - for any, any--
- [Ed] Product or service?
- Yeah, for any products or services.
- [Peter ] Right.
- Okay, let's try it.
So, discover the counterintuitive selling secrets
inside this expensive black book
that has produced 34.5 billion in sales
for some of the biggest brands and companies,
like, logo, logo, logo,
and how you can use the same secrets
to close anyone, anytime, anywhere
for any products or services, any products or service.
It feels something is missing.
- [Ed] Something is missing at the end there.
- Yeah, yeah, for any products of services you offer.
- That you offer?
- You offer. - That you offer.
- You offer, you sell, you offer?
- [Ed] You offer.
- You offer?
- [Peter] You offer, okay.
- [Dan] You offer?
Yeah I think that's a bit better.
- [Peter ] Okay.
- [Dan] So think about, we have the big idea, right?
34.5.
- [Peter ] Yeah.
- We have the mechanism, right?
Brian's counterintuitive.
We have the credibility of the logos.
- The logos, right?
- And then we have a very strong call to action.
So compare this to the beginning headline.
(men chuckling)
- [Ed] It's a little bit different.
- No shit!
- [Ed] That was no good (laughing).
- We can test this.
I think we can. - We test it right now.
- Yeah, we can run with this.
- We can run with this.
- Okay, let's do it.
- Good.
- All right, thank you, Sifu.
- Thank you. - It's good.
(dramatic instrumental music)