I'm stoked for this one, so let's dive right into the SIMPLE 1-2-3 I use on my posts and ads:
- ATTRACTION. The FIRST thing the viewer sees needs to get their ATTENTION.
- CURIOSITY. The next thing they see/hear needs to spark their interest and make them want to find out what you're selling!
- DELIVER THE PUNCH. What is the message you're trying to get across? What next action are you trying to get the viewer to take? Now you've earned your way to this point!
Here's an example of my most recent ad. https://www.instagram.com/p/CBYhfHVnMLJ/
I start with the most shocking visual that I know gets views for me: a super high depth jump.
Then I use my coach's "from barely slapping backboard to windmill dunks" quote because anyone in sports spheres knows this kind of transformation simply never happens to someone after college.
THEN I get into the messages I'm trying to get across:
- that ANYONE can do it
- that pro athletes are using the exact same service
- that doctors support it
- and that it has the most knee results ever
So when I finish out asking the viewer to DM me, there is a very high likelihood he/she will be interested in the product!
This post is just one example. But here's another example of how I scripted an ad for ATG's jump coach in less than 60 seconds:
(These are my thoughts)
"Okay, what is the most shocking visual? Probably when he jumps and his head goes over the whole damn rim. Ok, that is shot number one. Then what is the most interesting thing about our version of online jump coaching? Well, more knee pain and surgeries happen from JUMPING than any other human activity, and we deliver strength training in a way that protects knees. Also, we're the only service on earth that actually WATCHES each jump trainee JUMP each week. So Connor will then say: 'Do you know the two reasons most people fail to jump higher?' Fuck, anyone interested in jumping is at least going to have to hang around to hear these two reasons. Then Connor tells the reasons, tells how we deliver them, and asks the viewer to DM him."
Easy-peasy! Yet he could have struggled for weeks and spent tons of money on something so much less effective! This ad comes out this week for him, and I bet it will sell better than any video on his entire page to date.
So, let's start getting YOU to think with this 1-2-3 process, and perhaps these different words may help you get a more conceptual understanding of what is occurring:
- Attraction, Eyecatching, Attention-Grabbing, Sparkling, Shocking, Breathtaking, Aesthetic, MAKE THE PERSON WANT TO LOOK.
- Spark Curiosity, Get Interest, Make the Viewer Want to Learn More, WHY SHOULD THE VIEWER KEEP WATCHING? YOU KNOW WHY, BUT THEY DON'T, SO TELL THEM WHY! We need to keep their attention and make them want to know what you deliver!
- Deliver the Message, Say what it is that you wanted the viewer to know, Or: Give the viewer the call to action you wanted from them, Or: Give your backing/evidence/solution. WHY is your product worth it, and WHAT next step do you want the viewer to take? Now is your chance to do that.
But we're not quite done yet. Yes, the above 1-2-3 Sales Formula saves me massive time in making my posts each day, while selling my product even better, but there are TWO FACTORS I then look at and jockey with, even after I've got 1-2-3.
- The Mystery-Sandwich! I see so many coaches THROWING AWAY sales because they're giving the whole meal away for free. Sure, give a taste, but make sure your post itself creates a mystery that the viewer wants to figure out. When I say: "this exercise is 1 of the 8 Knee Essentials," I may turn the EXACT same video into sales that might NOT sell at all if I just say "this is how you do a such-and-such exercise." Figuring out YOUR mystery sandwiches, and how to tease them, can make-break your sales! My income stayed low as long as I gave my viewers free information with no MYSTERY-SANDWICH. "Thanks for the tip, Ben, now fuck off." Now I learned to flip that switch and get the viewer to start worrying about what he's missing out on, AND HE IS MISSING OUT BIG. Is this a marketing trick? Hell yes, it is. But I have a duty to help people, and it's NOT noble to stand by and watch trainers hurting people and making more money than I am, just because they're better marketers! It's time you change your viewpoint RIGHT NOW and recognize that your very impact on this planet and your family DEPEND on your mastery and application of marketing.
- BRANDING your application. Let's say I wanted to sell this Online Biz Ability course as a product: "Learning the SIMPLE 1-2-3 of making posts that SELL saves me many hours a week and has driven my stats to whole new levels!" That is simply talking about my product, but it's creating that mystery-sandwich of what ARE those 1-2-3?, while giving the viewer the concept of what my course will deliver. It can take time to figure out your branding, but keep trying! It is this branding that will eventually help turn your product into a self-marketing machine!
So before I actually post, I look at these last two factors and make sure I'm not giving data away without it creating some kind of a Mystery Sandwich, and without giving some recognizable STRUCTURE (branding) to how the product will be delivered.
Conclusion: the 1-2-3 of Attract, Interest, Deliver The Message are the foundation, but Mystery-Sandwich and Branding Your Application are the final two factors I look at every single day in my posting! I even apply these concepts in my story posting!
KNOWLEDGE IS ONLY AS USEFUL AS IT WORKS:
This week my biz broke through to a new highest-ever 3900 actively paying members, including 70 sign-ups in a single day, my highest ever in one day, and I just broke 90k Instagram followers this morning!
Yet prior to systematizing my marketing approach, I was stuck under 50 members for 6 months straight and had given up hope on ever having a large social media following!
Can't wait to be back in touch next week to show you EXACTLY how I answer my DMs to close sales! You're going to be kicking yourself when you realize how much time this saves lol! And check this out: I DIDN'T ANSWER A SINGLE DM THIS WEEK:
Yes, I created the highest-ever sales, with my assistant answering every single sales inquiry, thus proving that ANYONE can learn how to do it, and that's the whole point of this course!
Yours in Success,
Ben
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