The Multiplier Effect Notes Revised (1)
The Multiplier Effect: How to Make 300% More Starting on Monday with a Single Strategy I’ve Helped the Largest DM Companies and Gurus Leverage
Preview: Most marketers today are still using the same model online. It’s the “know, like and trust” model that the largest DM companies pioneered over 10 years ago. But there’s a problem… it’s becoming less effective. So what do you do? In this presentation, I will show you how to capture your prospects’ attention and initiate a sales conversation – even if your prospects have no idea who you are or what you do. Follow along with the notes below…
Types of Leads: Indirect Leads: 1. Story 2. Proclamation/Prediction 3. Secret/System Direct Leads: 1. Offer 2. Promise 3. Problem/Solution
Guidelines for Using These Six Leads: When to be indirect: • You’re writing to a customer who has never heard of you or your product • You’re writing to a jaded customer with a lot of skepticism to overcome • You have a product that needs explanation • You’re selling a product with a timely news angle, too big to ignore • You’re ready to reinvent or elevate your product or the idea behind it. When to be direct: • You’re selling a product that’s easy to understand • You can make a very large and easily accepted promise • You have a good deal or guarantee to offer • Your customer knows and trusts you and deals with you often • You’ve made a product improvement your market is already waiting for
From Most Indirect – to Most Direct: Story: • Indirect lead • Adhering to the rules of story-telling will get you the best results • Good practices:
Start in the middle of the story, with the conflict, that affects a protagonist the reader can identify with Good structure: o The hero, an ordinary person like your prospect attempts to do something extraordinary o People doubt him o He proves them wrong Countless ways to apply this structure o
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Proclamation/Prediction: • Indirect Lead • Bold, not reasonable announcement • Make a promise • Subject must be relevant to the reader • Return to proclamation or prediction at close Secret/System: • Indirect Lead • Intriguing and beneficial • Disclosed during a lead • More clues are given as the letter progresses Problem/Solution: • Direct Lead • Targets worries that keep prospects up at night • Make sure they’re worries that carry deep emotional weight • Have to stir up these emotions first, to prove you feel the prospects pain • Don’t want to linger on the problem too long before offering hope • Must offer hope of relevant solution at some point in the pitch Promise: • Direct Lead • Should start with product’s biggest benefit • Must connect the core benefit to the prospect’s core desire • Should sound as new and original as possible • Should be bold but still believable • Must follow with even bigger proof • Often focus on speed, size, or quality of results • Usually won’t work to skeptics or highly “unaware” prospects • Can work very well with “on the fence” prospects Offer: • • • •
Immediately focus on the most emotionally compelling detail of your offer Underscore the most valuable benefit of that deal Elaborate on the same deal-benefit in the lead that follows At some point, include a compelling “reason why” you’re offering that deal
Further Reading:
To learn more about how to initiate a sales message, check out Michael Masterson’s and John Forde’s book, Great Leads: The Six Easiest Ways to Start Any Sales Message. Available at Amazon.com.
!
LIVE WEBINAR BROADCAST: From Frustration to Freedom
During this rare Free Access Accelerated Business Course, you’ll uncover online business success strategies and ideas that no one is talking about in the Internet Marketing world. Strategies you can use immediately to decrease the daily work on your plate ...leverage what you do best... enable your business to run without you... position your business to win in any economy... profit from your most precious asset as an online business owner... boost earnings without more marketing tactics... stay on the path to total business freedom... and see increased sales and profits this week. Just register below, and reserve your seat. It’s 100% free.
!
Preview: Most marketers today are still using the same model online. It’s the “know, like and trust” model that the largest DM companies pioneered over 10 years ago. But there’s a problem… it’s becoming less effective. So what do you do? In this presentation, I will show you how to capture your prospects’ attention and initiate a sales conversation – even if your prospects have no idea who you are or what you do. Follow along with the notes below…
Types of Leads: Indirect Leads: 1. Story 2. Proclamation/Prediction 3. Secret/System Direct Leads: 1. Offer 2. Promise 3. Problem/Solution
Guidelines for Using These Six Leads: When to be indirect: • You’re writing to a customer who has never heard of you or your product • You’re writing to a jaded customer with a lot of skepticism to overcome • You have a product that needs explanation • You’re selling a product with a timely news angle, too big to ignore • You’re ready to reinvent or elevate your product or the idea behind it. When to be direct: • You’re selling a product that’s easy to understand • You can make a very large and easily accepted promise • You have a good deal or guarantee to offer • Your customer knows and trusts you and deals with you often • You’ve made a product improvement your market is already waiting for
From Most Indirect – to Most Direct: Story: • Indirect lead • Adhering to the rules of story-telling will get you the best results • Good practices:
Start in the middle of the story, with the conflict, that affects a protagonist the reader can identify with Good structure: o The hero, an ordinary person like your prospect attempts to do something extraordinary o People doubt him o He proves them wrong Countless ways to apply this structure o
•
•
Proclamation/Prediction: • Indirect Lead • Bold, not reasonable announcement • Make a promise • Subject must be relevant to the reader • Return to proclamation or prediction at close Secret/System: • Indirect Lead • Intriguing and beneficial • Disclosed during a lead • More clues are given as the letter progresses Problem/Solution: • Direct Lead • Targets worries that keep prospects up at night • Make sure they’re worries that carry deep emotional weight • Have to stir up these emotions first, to prove you feel the prospects pain • Don’t want to linger on the problem too long before offering hope • Must offer hope of relevant solution at some point in the pitch Promise: • Direct Lead • Should start with product’s biggest benefit • Must connect the core benefit to the prospect’s core desire • Should sound as new and original as possible • Should be bold but still believable • Must follow with even bigger proof • Often focus on speed, size, or quality of results • Usually won’t work to skeptics or highly “unaware” prospects • Can work very well with “on the fence” prospects Offer: • • • •
Immediately focus on the most emotionally compelling detail of your offer Underscore the most valuable benefit of that deal Elaborate on the same deal-benefit in the lead that follows At some point, include a compelling “reason why” you’re offering that deal
Further Reading:
To learn more about how to initiate a sales message, check out Michael Masterson’s and John Forde’s book, Great Leads: The Six Easiest Ways to Start Any Sales Message. Available at Amazon.com.
!
LIVE WEBINAR BROADCAST: From Frustration to Freedom
During this rare Free Access Accelerated Business Course, you’ll uncover online business success strategies and ideas that no one is talking about in the Internet Marketing world. Strategies you can use immediately to decrease the daily work on your plate ...leverage what you do best... enable your business to run without you... position your business to win in any economy... profit from your most precious asset as an online business owner... boost earnings without more marketing tactics... stay on the path to total business freedom... and see increased sales and profits this week. Just register below, and reserve your seat. It’s 100% free.
!
