Welcome to Lesson 8!
Lessons 1-5 form the framework, then Lessons 6-10 help you go back through your 1-5 and fine-tune effectiveness!
All too often I see a coach with an online business make a high-quality post in terms of video and demonstrated ability, yet I can tell no one will be buying the coach's product, sadly.
If you post an exercise tutorial and say: "here's how to do a blah," the viewer is likely to watch it and respond by saying "Thanks!"
The viewer might as well be saying: "Thanks, Sucker!"
Yet if the same tutorial made it very clear that this was "1 of 5 keys" to some function, you might get a reach from them wanting to know more.
So this week I want you to go through every post you make, and start looking at whether or not there is a "MYSTERY-SANDWICH."
There is a big difference between getting views, and getting sales. To get sales, there has to be a reason to purchase. If you just give something away, without any indicator of what the potential customer is missing out on by not purchasing, you are unlikely to get a sale.
I am reluctant to link recent posts of mine as examples since as you may know, I think of my page as my billboard, and I routinely remove any past post which repeats the same content. Every single post on my IG page is something unique.
But if you read this right now, I can point you to a couple of examples:
You will see a post where I include a snippet of a tibialis raise tutorial. I only posted the "Why" section of the tutorial, not actually showing the exercise.
In the next post, I do a vertical jump, and I land and bounce back up on one leg. I then talk about how this knee is now incapable of getting Jumper's Knee. But it doesn't teach anything, it just creates a mystery about how that occurred.
Even my "8 Knee Essentials" themselves create a mystery-sandwich of "WHAT ARE THEY?!"
And every program I ever create in the future will be marketing with mystery-sandwich HIGHLY in mind.
If your product is good, you have a duty to the world to get it out there. People are suffering all over the world. RMVT is one of the few places where each of us actually has the power to help people avoid suffering from drugs and surgeries, not to mention all the emotional suffering attached.
If you don't use mystery-sandwich, you may end up being the "nice guy" who never gets sales. Whenever one of the ATG team members has struggled with sales, it is sooooooooo clear in their posts: there is no mystery-sandwich; there is simply no reason to purchase!
It's just that simple. You don't have to be creepy about it. But you can't give your product away if you expect to get sales, and you have to alert the customer to what they are missing.
This is why I made Lesson 7 Agreement, and now Lesson 8 Mystery-Sandwich, so everyone wasn't coming off like dicks all of a sudden lol!
Remember, remember, remember, that selling is actually just CARING enough to push through anything you have to in order to get the sale. And Mystery-Sandwich is part of that game which customers play.
If you're a YouTuber trying to get views, go ahead and give it all away in the video itself, and make the TITLE a mystery-sandwich.
But if you're a real coach who is interested in changing lives, make your video itself a mystery-sandwich, and get the customer signed up so you can change their life.
Yours in Success,
Ben
P.S. My definition of success is how many people are glad you lived! Success is not money. But money represents your worth. My favorite pro client ever said, "It's not about the money, but it's ALL about the money." He would have played for free, but the money represented his value. So I hope you get rich by applying these Lessons, in that your riches will be a byproduct of how many lives you change. So don't feel bad about selling... CARE enough to do so!
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