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At R11 Solutions, we are lucky to have been able to build connections with top experts in their fields. Recently, we have been given access to an incredible amount of sales and offer-creation training. This is essential, not just for us, but for you as well. Every successful business lays its foundation on an offer that is irresistible. We are happy to share Cole Gordon’s – creator of 7-Figure Selling Secrets – and Max Hamm’s vision on this below. Enjoy!
Brian Kurtz – Author of “Overdeliver” and a direct marketing legend – came up with the original 41/39/20 rule for packaging concept specifically for direct mail purposes. And there’s a LOT to be learned from the direct mail arena that applies to our purposes of selling high-ticket offers online. Here’s what Brian discovered in his 40+ years running direct mail campaigns:
Key takeaway: a great offer with a specific, clear solution, made to the right person will stand on its own and succeed even with average to mediocre copy/creative.
Which also means… AMAZING copy and/or packaging will NOT save a poor offer.
Key takeaway: copy and creative are ENHANCERS… not miracle workers.
So – how can we apply this same framework to our purpose of selling high-ticket products or services online in today’s markets?
Key takeaway: the first two components (YOU and the prospect) are much much more important than anything “creative” you can do to stand out in the market.
Okay, so that’s all well and great up to a certain market threshold. But what happens when the timeless principle of market awareness and sophistication comes out to play? (As in, what do you do when your market turns competitive and you’ve got several players who are all certain, aligned and talking to the right people?
For more on this phenomenon, I highly recommend snagging a copy of the marketing “Bible” called Breakthrough Advertising by Eugene Schwarz. You can get it through Brian Kurtz’s publishing company Titan’s Marketing).
At this particular stage of the game, NOW the “differentiation” fun begins. This is where it becomes relevant.
An important rule of thumb for packaging a winning offer in a competitive environment: Do not use more than 4 steps/components.
These steps must be:
Let’s go through these in more detail:
Like we talked about earlier. If you can’t explain your offer to Homer Simpson, you don’t know it well enough. There must be a clear, logical flow from step one to step four (take me from hell to heaven in a clear path I can imagine in my head) with zero unnecessary jargon, technicalities, or analytical rabbit holes.
This is all about novelty. The brain LOVES novelty. Novelty = Dopamine. Dopamine feels good. How do you inject novelty into your offer? Through the use of unique mechanisms (more on this below).
With a high-ticket offer, the burden of proof is on you. It does NOT have to be a cascade of case studies. You can borrow the authority of recognized figures, institutions, and scientific research to back up your claims.
For more on proof, check out the book “How To Write A Good Advertisement”, where Victor Schwab lists dozens of proof elements that are not testimonials.
Concrete means tangible. You can feel it, see it, taste it, smell it, touch it, and imagine yourself HAVING it now.
All your offer steps MUST be concrete in terms of benefit delivery. Any vague generalities when it comes to benefits and promises will kill the sale, especially in competitive markets.
The WORDS and PHRASES you use matter. Your offer steps must be benefit-driven, and the name you choose for each step must reflect the benefit (this all works on a subconscious level during the pitch).
For example instead of saying: “The first thing we’ll do is help you uncover who your ideal buyer is and what to say to them to compel them to buy”.
That becomes a benefit-driven offer step called message-to-market Alignment.
Now… let’s go back a bit to #2 (Unexpected) and talk more about unique mechanisms.
The “differentiation sweet spot”: If your offer is 4 steps, you’ll want just ONE unique mechanism to step out of the 4. Otherwise, you can add too much unnecessary complexity and lose your certainty and clarity.
How to come up with unique mechanisms + examples:
What additional solution can you “stack” on top of your current offer to inject more expertise and results-getting capabilities that your competitors do not have?
Examples:
A typical media buyer who manages ads and optimizes campaigns VS. a media buyer who ALSO writes damn good copy and can craft a full marketing campaign from A-Z (on top of the traditional media buyer responsibilities).
Or
Biz coach teaching mostly marketing and sales online VS.Biz coach teaching online stuff PLUS helps clients create an additional revenue channel by leveraging direct mail for his/her client’s backend offers… creating a “dual channel” working both online and offline to boost sales.
In both scenarios, the “stacked solution” offers to bring more novelty, expertise and result potential than the typical offer the prospect has seen before already. Plus, you can charge a lot more for a stacked solution because of the higher perceived value and the bigger results potential, both in volume and speed.
Another way you can leverage “parallel solution stacking” is by being the first in your market to use disruptive technology or processes.
For example:
There’s so many disruptive tech and processes coming out every day that you can combine with your current offer for differentiation purposes. Think about what autonomous driving cars and Uber did to the status quo.
This is a type of unique mechanism that creates differentiation purely on the basis of extreme simplicity. Essentially, it comes off unique, BECAUSE it’s stupid simple. So, ask yourself:
How can I make a seemingly complicated thing to accomplish sound stupid simple to pull off with the use of a minimalist mechanism?
Examples:
A phone is a great tool. But like any tool, it has its pros and cons. The phone can take up a lot of your time, particularly if you’re doing the calls yourself. The time that you can otherwise spend on marketing and planning. Nowadays, a lot of people don’t like getting on the phone, especially for colder traffic, because they EXPECT that it’s only gonna be a disguised pitch.
Email is a powerful alternative if you wanna get off the phone completely or supplement your phone sales with a faster mechanism that’s more easily “repeatable”. Someone’s inbox is one of the most intimate places in their life. They’re more present when reading emails and they’re more likely to open up to you by having the breathing space to write out their thoughts, as opposed to a more “pressurized environment” as a sales call with a stranger.
With email, you can easily go 1-to-many. Meaning once you’ve got your email assets in place you can “copy and paste” responses that are proven to work over and over again. Or even hire someone to do it once you have your assets documented, instead of taking someone through the same long phone call every time.
Colder traffic is more likely to engage with you through email, rather than getting on the phone with you, which means you’re more likely to warm them up by email.
A high-level overview of the process (see live training inside the 7-figure Selling Secrets Facebook group for more details on these steps, link at bottom of document):
The problem with most back-end offers is they promise “more of the same” stuff that was delivered on the front-end. But relying on “getting clients even more results” as a selling point isn’t enough anymore.
People EXPECT results when they pay you a lot of money, so there’s no novelty or emotional punch in that promise. Instead, backend success is about selling EXPERIENCES & BONDING.
Backend “X-factors”:
There are five critical questions your potential backend offer buyer, ask themselves before they join any backend program:
When you help your buyer answer “YES” to all of these questions, you’ll never struggle to sell out your backend offers ever again.
Once you’ve figured out the details about your offer. Follow up and nurture comes into play. Here, The 2EI framework, is your answer, for unforgettable nurture and follow up. The 2EI Framework stands for:
This framework originated in filmmaking, Mel Gibson’s formula for addictive content. Most nurture content has the same modality. The underlying message is always “Are you ready?” “Are you ready now?” “Are you still interested?” and so on. There’s no emotional pull and zero belief-shifting in standard follow up and nurture, which is why this method is so effective.
How to use 2EI in Email
Educate your market on the right beliefs and empowered decision-making abilities they must cultivate to evolve as human beings. Most people do this in a blameful or aggressive way that turns people off. Instead, you want to do this indirectly. And the best way to educate indirectly is through STORY.
Wrap the particular lesson in the story (which is a form of entertainment), with some disarming humor (also a form of entertainment) that puts people at ease so they trust you more. So now we have the lesson and the story plus humor covering the educational and entertainment components.
For the “inspire” part, every story has an arc (hero’s journey), and at the end of the story (emotional climax) is a strong emotion of inspiration cultivated by observing someone getting a positive result.
Once you complete the story arc, you’ll have 2EI done in one single piece of communication like an email. And people are significantly more likely to respond to this type of content than the direct, traditional and often boring kind.
Dear member,
If you found these notes and the accompanying live-training-video inside the 7-figure selling secrets group valuable, and you’d like to finally get your high-ticket offer dialed-in, simplified, clarified, and differentiated, so you can quickly close more deals with minimum sales resistance—here’s what we’ve got for you just because you attended the training:
For the right business owner, Cole and I will personally “look under the hood” and dissect your current offer looking for every possible way we can make it more simple, unexpected, credible, concrete, and emotional.
You’ll walk away with an offer packing crystal-clear components, novelty, and logical flow that slips right into the emotional centers of your prospect’s brain during the pitch, bringing you closer to the deal faster than you thought possible.
Plus, after we’ve packaged and molded your offer for maximum selling power, we’ll help you actually PITCH it live on a “role play” call. We’ll help you nail your cadence, rhythm, tone, and LANGUAGE so you’re that much closer to almost effortless delivery every time you’re speaking to a prospect.
If you’d like Cole & I to do this with you, here’s what you need to do now:
Looking forward to working with you.
Max Hamm
Interested in the Live Training?
Facebook 7-Figure Selling Group
Books mentioned in the live training:
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