The Only Marketing Strategy You Need to Make $1,000,000

Summary

This video script outlines a proven strategy for creating a marketing system to attract unlimited customers and potentially earn your first million dollars. It emphasizes the importance of marketing funnels, detailing a four-step process to convert strangers into paying customers. The script explains the concept of lead magnets, the significance of understanding your target audience (avatar), and crafting compelling messaging that focuses on outcomes rather than features. It also introduces the 'Hook, Story, Offer' framework for effective content delivery and incorporates sales psychology principles to persuade potential customers.

Takeaways

• 🚀 The video outlines a method to create a marketing system, or 'money-making machine', aimed at acquiring unlimited customers and potentially making the first million dollars with the right business model.
• 📈 It emphasizes the importance of marketing funnels and explains that they are a four-step process to convert strangers into paying customers through capturing attention, building trust, and persuading to buy.
• 🔍 The script discusses the common mistake of creating a general website listing all products or services, instead advocating for focusing on a single product or service to avoid customer confusion and better convey its value.
• 💡 It introduces the concept of a 'lead magnet', which is a valuable offer (like a free resource or trial) designed to attract potential customers and encourage them to provide their contact information.
• 📝 The video stresses the significance of email in the sales process, asserting that most sales occur through email campaigns that build trust and persuasion over time.
• 🎯 The importance of understanding your 'avatar', or ideal customer, is highlighted, including their demographics, values, and culture, to tailor messaging effectively.
• 📚 The script recommends the 'Hook, Story, Offer' framework by Russell Brunson for structuring marketing messages and content, which aligns with the principles of persuasion.
• 🤝 It explains the power of persuasion tactics based on the principles outlined in 'Influence' by Robert Cialdini, such as social proof, empathy, authority, reciprocity, scarcity, consistency, and likeness.
• 📉 The video provides an example of how not to market a product, by focusing on features instead of outcomes, and then contrasts it with a professional approach that uses the 'Hook, Story, Offer' framework effectively.
• 🌐 The script concludes by showing real-world applications of sales funnels by successful businesses, demonstrating how they use targeted ads, lead magnets, and persuasive messaging to drive sales.

Q & A

What is the main topic of the video?

The main topic of the video is creating a money-making machine, specifically a marketing system that can generate unlimited customers and potentially lead to earning one's first million dollars through an effective online sales funnel.

What are the four steps of the sales funnel as described in the video?

The four steps of the sales funnel are: 1) Captivate - to get attention and spark interest, 2) Build Trust - to convince potential customers, 3) Convert - to persuade them to take action and buy the product, and 4) Upsell - to potentially increase the value of the sale.

Why is it not advisable to create a general website listing all products or services at the beginning of an online business?

Creating a general website listing all products or services is not advisable because it can lead to confusion and a lack of focus. Instead, focusing on a single product or service allows a new business to provide detailed information and build trust with potential customers more effectively.

What is a 'lead magnet' in the context of a sales funnel?

A 'lead magnet' is a valuable resource or offer given away for free to attract potential customers and entice them to provide their contact information, typically an email address, so they can learn more about the product or service.

How important is email in the sales funnel process?

Email is crucial in the sales funnel process as it is a primary channel for building trust and nurturing leads. It allows businesses to send multiple persuasive messages over time to convince potential customers to make a purchase.

What is the purpose of creating content at the top of the sales funnel?

The purpose of creating content at the top of the sales funnel is to get attention and make potential customers aware of the product or service. This content can be in various forms such as videos, social media posts, or ads.

What are the five points that should be achieved with effective messaging in marketing?

The five points to achieve with effective messaging are: 1) Interest - to spark curiosity, 2) Identify the target audience and their specific problems, 3) Focus on the outcome - how the product or service benefits the customer, 4) Overcome objections - address potential doubts or concerns, and 5) Call to action - guide the customer on the next steps to take.

What is the 'Hook, Story, Offer' framework and how is it used in marketing?

The 'Hook, Story, Offer' framework is a marketing strategy that structures the presentation of a product or service to effectively engage the audience. The 'Hook' grabs attention, the 'Story' provides context and relates to the audience's needs, and the 'Offer' presents the product or service as a solution with a clear call to action.

Why is it important to understand the target demographic, or 'avatar', when creating a marketing strategy?

Understanding the target demographic, or 'avatar', is important because it allows for personalized and tailored messaging that resonates with the specific needs, interests, and values of the potential customers, increasing the likelihood of conversion.

What are some examples of persuasion tactics used in marketing?

Examples of persuasion tactics used in marketing include social proof (testimonials), empathy (understanding the customer's problem), authority (demonstrating expertise), reciprocity (offering something of value for free), scarcity (limiting availability), consistency (demonstrating reliability), and likeness or familiarity (creating a connection with the customer).

How can the principles of sales psychology enhance the effectiveness of a sales funnel?

The principles of sales psychology can enhance the effectiveness of a sales funnel by making the marketing messages more persuasive and relatable. By incorporating tactics such as social proof, empathy, and scarcity, marketers can create a stronger emotional connection with potential customers, leading to increased trust and a higher likelihood of conversion.

Outlines

00:00

🚀 Introduction to Marketing Systems and Sales Funnels

The speaker introduces the concept of creating a marketing system, or a money-making machine, designed to attract unlimited customers and potentially earn the first million dollars. They emphasize the importance of marketing funnels for online sales, explaining that instead of a general website listing all products or services, a focused approach on a single product or service is more effective. The sales funnel is outlined as a four-step process: Captivate, Spark Interest, Build Trust, and Convert. The speaker uses Nike as an example of a brand with established trust, contrasting it with the challenges new businesses face in gaining customer trust and the importance of focusing on a single offering.

05:01

🎯 The Structure of a Sales Funnel and Lead Magnets

This paragraph delves deeper into the sales funnel structure, starting with creating content to capture attention, followed by the use of lead magnets to spark interest and curiosity. The speaker explains the significance of capturing emails as a crucial step, since most sales occur through email campaigns. They discuss the importance of the landing page, which serves as a gateway to offer a lead magnet in exchange for contact information, setting the stage for future communication and sales attempts. The paragraph also introduces the concept of top of funnel (TOFU), middle of funnel (MOFU), and bottom of funnel (BOFU) strategies.

10:03

📝 Crafting Effective Messaging for Marketing

The speaker discusses the importance of understanding the target audience, or 'avatar', and tailoring the messaging to resonate with them. They highlight the need to identify the demographic's characteristics, values, and culture to create persuasive messaging. The paragraph outlines five key points to achieve in messaging: creating interest, identifying the target audience, focusing on outcomes, overcoming objections, and providing a clear call to action. The speaker also introduces the 'Hook, Story, Offer' framework by Russell Brunson as a tool for structuring marketing messages effectively.

15:03

👟 Case Study: Marketing a Product with the Hook, Story, Offer Framework

The speaker provides a practical example of how to apply the Hook, Story, Offer framework to market a product, using a hypothetical scenario of selling shoes with advanced features. They illustrate the process of crafting a hook to grab attention, telling a story to engage the audience, and presenting an offer to encourage action. However, they also demonstrate the pitfalls of focusing on product features rather than customer outcomes, emphasizing the need to align marketing messages with the benefits and desires of the target audience.

20:04

🌟 Leveraging Psychology of Persuasion in Marketing

This paragraph explores the integration of psychological persuasion tactics into marketing strategies. The speaker references 'Influence' by Robert Cialdini, outlining seven principles of persuasion, including social proof, empathy, authority, reciprocity, scarcity, consistency, and likeness. They emphasize the importance of incorporating these principles into marketing messages to make them more compelling and effective. The speaker then revisits the Nike shoe example, this time focusing on customer outcomes and applying the persuasion principles to create a compelling marketing message.

25:05

📚 Applying Sales Funnels and Messaging in Real-World Examples

The speaker concludes by showcasing real-world applications of sales funnels and persuasive messaging, using examples from successful businesses like Alex Becker's software company and Mind Valley's info product business. They demonstrate how these companies use targeted ads, lead magnets, and persuasive messaging to drive sales. The speaker encourages viewers to understand the importance of sales funnels and to apply the concepts learned in the video to their own marketing efforts, suggesting that this knowledge can be transformative for any business.

Keywords

💡Marketing System

A marketing system is a structured approach to promoting and selling products or services. It is designed to attract potential customers and convert them into buyers. In the video, the presenter discusses creating a 'money-making machine' by establishing a marketing system that can generate unlimited customers and potentially lead to a first million dollars in revenue.

💡Sales Funnel

A sales funnel is a model used in sales and marketing that visualizes the journey of potential customers. It starts wide to capture interest and narrows down to convert interested leads into paying customers. The video script describes the sales funnel as a four-step process: Captivate, Build Trust, Convert, and Persuade.

💡Lead Magnet

A lead magnet is a marketing tool used to capture potential customers' contact information in exchange for something of value. It serves as an incentive for the lead to engage with the business further. The script mentions the lead magnet as a method to get people curious and interested enough to visit the website and learn more.

💡Landing Page

A landing page is a standalone web page, designed for a specific marketing or advertising purpose. It is where visitors arrive after clicking on a link in an email, social media, or an online ad. In the video, the landing page is described as a critical part of the sales funnel where the lead magnet is offered in exchange for the visitor's contact information.

💡Email Campaign

An email campaign is a series of email messages sent to a targeted audience with the goal of promoting a product, service, or brand. The video emphasizes the importance of email campaigns in building trust and nurturing leads, which is a crucial step in the sales process.

💡Top of Funnel (TOFU)

Top of Funnel refers to the initial stage of the sales funnel where the focus is on attracting a large audience and creating awareness about the brand or product. The video script uses the term to describe the first step in the marketing system where the goal is to get attention and let people know the product exists.

💡Middle of Funnel (MOFU)

Middle of Funnel is the stage in the sales funnel where the potential customer has shown interest and is being educated about the product or service. The video script explains that MOFU is about convincing and building trust with the potential customer.

💡Bottom of Funnel (BOFU)

Bottom of Funnel is the final stage of the sales funnel where the potential customer is ready to make a purchase decision. The video script mentions BOFU as the stage where the aim is to convert the lead into a customer.

💡Avatar

In marketing, an avatar is a detailed profile of the ideal customer, including demographics, interests, and pain points. The video script describes creating an avatar to understand the target demographic better and tailor marketing messages to resonate with them.

💡Hook Story Offer (HSO)

Hook Story Offer is a framework for structuring persuasive content, often used in marketing and sales. It starts with a hook to grab attention, followed by a story to build connection and trust, and concludes with an offer. The video script explains how to use the HSO framework effectively in marketing.

💡Persuasion Tactics

Persuasion tactics are strategies used to influence the attitudes or behaviors of a target audience. The video script discusses seven principles of sales psychology, such as social proof and scarcity, which are used to persuade potential customers to take action.

💡Scarcity

Scarcity is a psychological principle where the perceived value of an item increases when its availability is limited. The video script uses the example of a product being available in limited quantities to create a sense of urgency and encourage immediate action.

💡Social Proof

Social proof is a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of correct behavior. In the video, social proof is used as a persuasion tactic by showcasing testimonials and endorsements from well-known figures.

💡Reciprocity

Reciprocity is the idea that people tend to feel obligated to return a favor or gesture. The video script mentions free shipping as an example of reciprocity, where the customer feels compelled to make a purchase after receiving a perceived benefit.

💡Outcome-focused Marketing

Outcome-focused marketing emphasizes the results or benefits that a customer will receive from using a product or service, rather than the features of the product itself. The video script stresses the importance of focusing on outcomes to create compelling marketing messages that resonate with the target audience.

Highlights

The video introduces a method to create a marketing system, or 'money-making machine', designed to attract unlimited customers and potentially earn the first million dollars.

The presenter explains the four-step process of a sales funnel, from capturing attention to converting prospects into paying customers.

A sales funnel is contrasted with a traditional general website, emphasizing the importance of focusing on a single product or service to avoid customer confusion.

The concept of a 'lead magnet' is introduced as a valuable offer to attract potential customers to a website and build initial interest.

The importance of capturing emails is stressed as a critical step in the sales funnel, facilitating future communication and trust-building with potential customers.

The video uses Nike as an example to illustrate the difference between established brand luxury and the necessity for new brands to focus on singular products.

The presenter outlines the 'top of funnel' (TOFU), 'middle of funnel' (MOFU), and 'bottom of funnel' (BOFU) strategies and their respective goals in the sales process.

The role of 'avatar' or target demographic is discussed to personalize marketing efforts and ensure messaging resonates with the intended audience.

Messaging is highlighted as a crucial component of marketing, with five key points to achieve in content: interest, identification, outcome, overcoming objections, and a clear call to action.

The 'Hook, Story, Offer' framework by Russell Brunson is introduced as a simple yet effective method to structure marketing messages.

The video demonstrates the incorrect approach of marketing product features instead of focusing on customer outcomes, using a hypothetical Nike shoe marketing example.

Professional marketing is contrasted with amateur approaches, emphasizing the use of persuasion tactics and focusing on outcomes rather than features.

Seven principles of sales psychology from the book 'Influence' by Robert Cialdini are discussed, including social proof, empathy, authority, reciprocity, scarcity, consistency, and likeness.

The video provides examples of successful sales funnels used by Alex Becker and Mind Valley, illustrating the practical application of the discussed marketing strategies.

The importance of understanding and implementing sales funnels is emphasized for any business model, as a universal approach to marketing success.

The presenter encourages viewers to share the video with others who might benefit, highlighting the value of the information for anyone looking to improve their marketing strategies.

Transcripts

in this video I'm going to be showing

you how to create a money-making machine

AKA a marketing system that will get you

unlimited customers and potentially make

you your first million dollars if you

have the right business for that so I'm

really excited about this because in my

last video I talked about the four steps

it takes to make your first million

dolls but in this video I'm actually

going to show you the system you need to

create within each individual step to

see success so today I will be covering

marketing funnels and that is how you

need to be thinking if you're trying to

sell any product or service online most

people think they need to create like a

general website listing all of the

different Services all 10 of their

products and then just send people to

that website but that could not be

further from the truth so let me show

you a quick image of what a funnel is

and then we're going to get very very

detailed I'm going to show you exactly

how you can do this for yourself so

first and foremost a sales funnel is

basically a four-step process that

you're using to take someone from not

knowing anything about your brand to

becoming an actual paying customer okay

and so with the sales funnels we have

four different steps the first step is

Captivate this is the top of the funnel

right here you're trying to get

attention get these people's attention

then you want to make them curious AKA

spark interest in your product or

service then you're going to need to

build trust to convince them to purchase

your product and ultimately you're going

to get them to convert and take action

you're going to persuade them to buy

your product so at a high level this is

what a sales funnel does and that's what

the goal of each step is and so I just

want to make a quick example here most

people when they start out in business

they think they need to build a website

like Nike where they list all their

shoes all their clothes all their

accessories all the different sports

equipment all of that on one General

website when in reality Nike has that

luxury because they've been around for

like 50 years and they've built up a

reputation of trust they know their

customer Supports good so if you get a

bad item you can easily return it and

over time Nike has had that luxury

because now everyone knows and trusts

the Nike brand but if you're a brand new

no one even knows what you do if your

products actually work or if you're even

a trustworthy person so it's much more

important that you just focus on a

single service or a single product and

that way you can tell people every inch

of detail and then show them why this is

a good service why they need it and why

they should trust you to fulfill it well

so a good example of this is my friend

Oliver who I've had on the podcast he

has a chocolate company called tabs

chocolate and when you go to the

homepage you all you see is one single

product it is one type of chocolate you

know it's not 12 different flavors or

different types of candy or whatever it

may be it is one product in every inch

of information and every photo on the

website is reinforcing why this is a

good piece of chocolate and then again

if you click buy or shop the only option

you have is how many do you want to buy

there's no other types of products where

people could possibly get confused they

could possibly get lost and so that is

the idea of a single product sales

funnel but what do a funnel actually

look like so let's go ahead and jump

down on the pen and paper here and I'm

going to lay this out for you so the top

of the funnel the very first thing is we

want to get their attention and how we

get attention is by creating content so

you need to make a video or like a canva

flyer or something that you can use to

put on social media maybe it's a TV ad

maybe it's radio but I mean it's 21st

century we're using social media media

and you use this piece of content to get

attention and so again this could be

paid ads whether to Facebook or Tik Tok

ad this could be organic content like a

Tik Tok video YouTube content or even

Instagram or you can even do written

like Twitter or Reddit let's say so this

is really important because this is how

you're letting people know that you even

exist your product even exists but say

you make a piece of content how are you

actually going to get them to be curious

or actually take action in and go to

your website well this is what we call a

lead magnet so you heard that right it's

a magnet just like this and the goal of

this lead magnet is to give them

something of value give them something

so they are at least interested and

curious enough to go to your website and

learn more and so this could be like a

free resource like a notion template a

free course whatever it may be just

something free that gives them value

another example could be a free trial or

a coupon so if you're a software company

a 7-Day free trial and then another one

could be like a free consultation call

so people can learn more or you can help

them upfront with an expert so that's

called a lead magnet this is content and

then next in the funnel we actually have

your website's landing page okay and so

this is going to be just a one page this

is pretty bad so this is going to be

just a one page talking about one single

product and for them to actually get the

lead lead magnet so this is where you

talk about your lead magnet they have to

put in their email which is really

important because that's where 90% of

all sales go down is in the email so I'm

going to make a future video on why

everyone should be starting a newsletter

or some sort of email campaign to build

more trust because a lot of the times

when a stranger sees your content and

they get your lead magnet they now know

you exist but they're still not fully

convinced and so if you get their email

you're able to send them five 10

different emails over the span of the

next month to hopefully build more trust

with different persuasion tactics that

I'll talk about later in this video once

they get the lead magnet you can then

try to upsell them immediately on the

next page a sales page or you just start

sending them emails where that's where

they learn more about your product and

can then buy it later on so again this

is going to be your landing page and

this can either be a sales page or a

thank you page the thank you page will

just say we just sent you an email

please enjoy your free resource and then

you'll eventually start sending them an

email drip campaign so again on the

landing page you could ask for their

email or you could even ask for them to

book a call if it's the free call or you

could even have like a free 30 minute

vssl or training video and then on the

sales page they're either signing up

they're going to

buy or they're going to be entered into

an email drip campaign horrible

handwriting but you guys understand the

point so this at a high level is the

process and the system of going through

a funnel they're going to see your

content and then at the end of that

piece of content you have a call to

action to a lead magnet AKA a free

notion template and then from there to

get the template they give you their

email and then you actually have a

product to sell on the backend or you

get their email to try to sell them your

product or service on the email these

apply to every different type of

business I really want you guys to

understand that these exist and this is

how you should be thinking so in the

industry this is called top of funnel or

tofu this is called middle a funnel mofu

and then the sales page or the thank you

page or the email most most specifically

the email is bofu bottom of funnel okay

and so the whole purpose of each step is

what we just discussed at the very start

of this so the whole purpose of content

is to get attention let people know you

exist and then the middle of funnel is

to convince and build trust and the

bottom of funnel is going to convert

them into a customer so that is the

reason that each one of these three

steps exists and then within those steps

what are you achieving attention you

want them to become interested in your

product you want to actually give them

value so they know that you're someone

that can actually help them and then

assert your Authority showing that you

actually know what you're talking to by

delivering a valuable asset for free and

then lastly to convert that means you

need to persuade okay so this right here

is the foundation on how to sell any

product or service but let's get a

little more specific on how you actually

do this successfully so two things you

want to keep in mind when you're doing a

sales funnel is your avatar who you're

selling to and you're messaging how

you're selling to them so first and

foremost what do I mean by Avatar this

is a person please don't have nightmares

from this but your avatar is the person

or AKA your Target demographic of who is

likely to buy your product make a

profile of the ideal customer so you

start describing things about them like

they're age their sex their location

where do they live and their interest

and once you understand these you're

going to kind of find a value system or

common themes around people with these

characteristics so where people live is

a really big indicator of their culture

and each culture has different values

and that's really important to

understand a good example is people in

the southern part of America have a

complete different value set than people

on the west coast say in California so

if you're not speaking directly to them

in their language then it's going to be

very hard to convince them to become a

customer so you want to be aware of this

and on top of that you want to make sure

you understand your messaging because

this is the most important part of all

of marketing okay is your messaging so

in your messaging you want to achieve

five things in your content so whether

this is your top of funnel your very

first piece of content on social media

whether this is the copy on your actual

landing page or even if this is the

sales page or in your emails you want to

make sure you are nailing the messaging

in these Five Points so what you want to

achieve with your messaging is interest

SL curiosity like we discussed but you

also want to identify exactly who your

product or service is for and the more

specific you can speak to someone into

their specific problems the more likely

they are to become a customer but next

you want to then focus on the outcome

how will working with you or how will

buying your product actually benefit

them what outcome will they receive and

and then you want to cover any

objections they might doubt you or they

might have think they've tried an agency

before and they had a bad experience so

how do you overcome these doubts that

they have and then of course you're

going to want a call to action what is

the next step that they want to take if

they are interested if they like what

they're hearing if they were curious you

they want that outcome and they trust

you what do they need to do to take

action and then what is your actual

offer like okay they want this how much

is it going to be so that's what you're

trying to achieve with messaging and

it's really important to make sure you

understand your avatar so your messaging

feels personalized and tailored directly

to this person who has this problem so

if you're going after business owners

who want to implement AI into their

business that's broad so let's say you

want to go after chiropractors and since

you understand the industry you know

they really struggle with no- shows or

convincing people why they even need a

chiropractor in the first place and so

when you're marketing to them you want

to make sure you clearly say that saying

hey are you a chiropractor that

struggles with no shows or even getting

people willing to come in the door well

my AI services will help you nurture

your clients build more trust and

explain all of the ways that

chiropracting can help this person all

without any of your time so that would

be great messaging because those are the

problems that chiropractor specifically

face so that is probably the most

important part of all of marketing is

your messaging so if you can identify

those things it's going to be very

powerful but what is the structure how

do you actually break down this

messaging and I'm going to give you guys

the science and that is the hook book

story offer framework from Russell

Brunson so if you guys don't know I

highly recommend you should read the

book.com Secrets by Russell Brunson

that's where I've learned like half of

this and he is the absolute marketing

Godfather essentially at this point so

guys hook story offer is a super simple

framework to just nail everything I just

talked about so the whole point of the

hook again is to get that interest say

something very catchy very flashy then

story within a story you're going to be

able to identify who you're Target

demographic is who this is for what

outcome They will receive and then of

course get over any objections you think

they may have and of course your offer

is going to be that call to action like

your lead magnets that's a good call to

action or your offer but typically it's

going to be your lead magnet okay so

within your messaging and your avatar

once you have those understood you then

use the hook story offer framework so if

we're using short form content on Tik

Tok or Instagram the hook should be 3 to

5 Seconds the very first thing you say

your story should be anywhere from like

15 to 25 seconds and your call to action

again 5 seconds and if this is a long

form video just do the math and your

hook for a 10-minute video could be one

minute for the hook 7 minutes for the

story one minute for the offer or 90

seconds whatever it may be so that is

the framework on how you deliver this

information and it's super important to

understand because this is what is

actually going to get someone to

understand that you understand their

problem and actually become a paying

customer so this is something that you

guys can always do and I want you guys

to internalize this and review each one

of these steps but I'm going to go ahead

and move on to the next part where we're

actually going to put this into action

so let's go ahead and say that we are

Nike okay we're Nike we're just starting

out we're going to compete with Nike

we're making our own shoes whatever it

may be this is a shoe we want to sell

shoes Okay so we're selling shoes and we

need to start building out our funnel so

let's start at the top of the funnel

what type of content do we need to make

to sell shoes okay so I mean it makes

sense to talk about the shoe itself so

let's maybe say the shoe is made out of

some carbon Fabric and in the shoe

there's nano technology that sounds

pretty cool it's pretty fancy stuff and

it's even handmade this is a really nice

shoe and of course it's going to be

lightweight since it's going to be uh

for runners it's a running shoe so this

seems like a really good Baseline to

market the shoe so it's carbon fabric

nanotechnology handmade and lightweight

who wouldn't love that and let's put

this in a hook story offer framework so

the hook brand new technology using

carbon to make shoes 3 second hook get

people interested wow then You' go into

nanotechnology handmade our team at Nike

has studied for three years to come up

with this brand new nanot technology and

our team is making these by hand to

create the best shoe and by the way it's

super lightweight so never get weighed

down by your shoes again hit the link to

check out our website so answer this

question is that good marketing yes or

no the answer is no that is absolutely

horrible marketing because the messaging

is absolutely to put it nicely

because these are the features of the

shoe you do not want to Market features

of your product or service you don't

want to list all the technical jargon

you don't want to explain what tools

you're using or How It's Made because

that does not align with the messaging

we did not hit any of these points we

barely got someone interested why should

they care about carbon fabric we didn't

identify who it's for at all is this for

basketball players is this for track

runners is this for baseball players is

this for the everyday person trying to

lose weight what outcome are they going

to get who cares about nanot technology

who cares if it's handmade who cares if

it's lightweight who car why is carbon

fabric good I have no idea what carbon

fabric is and then any objections yeah

we said lightweight but does it matter

it's lightweight or heavyweight what if

I want durability so this was a horrible

example so this is what amateurs do

every time I talk to someone who doesn't

have marketing experience this is what

they think they need to do because

people think that the features are what

sell but in reality you want to sell the

outcome that your product gets or the

outcome that your service gets for your

potential customer so guys this is why

messaging is so important but I just

wanted to show that example to show that

hook story offer can still work but with

bad messaging but now I'm going to show

you how hook story offer works with

great messaging so how a professional or

how a professional marketer would think

is in the form of

persuasion tactics once you see this

you'll never be able to unsee this and

you'll see every big YouTuber every big

make money online person using this in

every video Alex Heros Alex Becker Iman

they all read the same three books and

they're all doing this in every single

video so this is in a book called

influence by Robert keini it's the

psychology of persuasion and there's

basically seven principles so the first

principle is going to be social proof

AKA

testimonials and Nike does this great I

messed that up Social proof testimonials

and Nike does a great job social proof

is just showing that other people use

your product and they get good results

they've had a good experience and they

vouch for it and so that's why Nike

hires Michael Jordan and they sponsor

all these big athletes to wear their

shoes so that way it signals to everyone

viewing it like wow the best people in

the World Weare Nike I should too and so

the next one is going to be sympathy or

empathy meaning you understand their

problem and it's not their fault you

know exactly where they are the next one

is authority meaning you're an expert

you know exactly what you're doing you

have studied for years and you know what

you're talking about the next one is

reciprocity there's a law of human

nature that if I give you something for

free or give you anything of value that

you now feel obligated to give that

right back so if I do you a favor you

feel like you should be doing me a favor

then the next one is going to be

scarcity for whatever reason humans put

more value onto something when there's

only a few of them when there's

thousands of products available people

are less likely to buy but if there's

only three and there's 10 people around

you in the store you're going to feel

like you need to buy this thing right

now so you don't potentially miss out so

that's what scarcity does consistency

people are doing the same thing over and

over so you know they're actually good

at what they do and they're not going

from new thing to new thing to new thing

then of course likeness do you like this

thing or familiarity is it something

that you're comfortable with because

you've heard of it before so these are

the seven different principles of sales

psychology or persuasion and this is

something that you're trying to hit

within your messaging so not only are

you trying to use the strategy in your

messaging to get the interest identify

who it's for what the outcome will be

overcome the objections and then tell

them where to go you also want to make

sure you're hitting at least three or

four of the psychology persuasion

tactics okay and so how we would use

these for professional So Pro marketers

focus on outcomes so let's come up with

some tag liners for Nike shoes using

outcome focused marketing so first who

are these shoes for well these are

running shoes so they're four track

athletes okay so we identified that our

Target demographic they're interested in

track and what what is the outcome well

these shoes have been proven to help

people run two times faster and

obviously if you're a track athlete it's

all about how fast you run so that's

pretty appealing then moving on not only

do you run two times faster but it also

helps you get no blisters thanks to that

nano technology we were talking about

and these were all handmade so there's

actually only a hundred in stock we

couldn't make a million of them because

they're handmade there's a lot of love

put into these and of course there's

free shipping so that's a plus why would

you not buy we'll even send it to you

for free if you want them go ahead and

make that purchase so what does this do

not only does this identify who it's for

track athletes it also identifies the

outcome run two times faster it's going

to overcome objections well I have other

shoes that help me run faster but they

hurt my feet well this one's going to

help you run faster with no blisters and

then not only that but there's only 100

in stock so only a 100 track runners are

going to be able to run two times faster

so we actually nail the scarcity of

persuasion oh we also have free shipping

we also have free shipping which is

going to be reciprocity oh they give me

free shipping okay I guess I'll purchase

the shoes and on top of that social

proof we're going to run an ad of Usain

Bolt in these shoes so they saw an ad of

Usain Bolt running in these shoes in the

Olympics so they're like wow the best

people in the world are using them and

it's going to make me run two times

faster and since I'm a track athlete I

want to run two times faster on top of

that it's not going to give me blisters

like the pair of shoes I have right now

but there's only a hundred left so I

need a buy right now heck they're even

going to give me free shipping I love

these people so in just one sentence

right here we checked all of those boxes

of psychology and that is something that

you guys need to keep in mind when

you're trying to sell your first product

or service most people when they're

trying to sell a product or service for

the first time they're just making

things up they have no guideline no

structure but if you're actually using

this template of hook story offer think

of this ad these shoes help track

runners run two times faster amazing

hook because anyone who's not a track

runner will not watch the video but

people that are track runners are now

watching four times more intently these

shoes will help any track runner run two

times faster are you a track runner that

has a big competition coming up do you

want an unfair Advantage when you're

running on the track well with these

shoes not only will you run two times

faster but you won't get any blisters so

you're going to be able to run for

longer that's exactly what Usain Bolt

did with this pair of shoes now all of

these shoes are handmade so we can only

make a 100 and they're going to sell out

by the end of the day so make sure you

click the link in the bio to purchase

and we'll make sure to send those to you

completely for free with free shipping

on us buy the shoes now that is the

perfect hook story offer framework that

is exactly how you need to be

positioning any of your products or

Services because that is professional

marketing that is the framework that you

follow you want to hit three or four of

this persuasion tactics again this is

the book influenced by Robert keini then

you want to make sure you're focusing on

outcomes in your marketing and not

focusing on features these are great you

can throw them in there but ultimately

you want to focus on outcome you want to

make sure you're using persuasion

tactics and you want to make sure your

messaging clearly identifies these Five

Points okay so that's kind of the whole

concept of sales funnels and the

messaging is really important for the

content it's also important for your

landing page where you're doing sales

copy so that is what you guys need to be

thinking like when it comes to marketing

and so this applies to everything every

product every service no matter what the

business model is you need to be

thinking in sales funnels and there's a

ton of different funnel but this is the

very basic one that applies universally

and so I want to just go ahead and jump

into a few examples and so Alex Becker

is one of my favorite people and he

built his software company up from zero

and just sold it for $110 million using

sales funnels specifically a free call

funnel and the cool thing about Facebook

guys is everybody's Facebook ads are

open to the public to see and so I can

just go to the about section of Alex

Becker's Facebook page go to page

transparency hit see all and then then

go to ad Library so now I can see every

single Facebook ad that Alex Becker is

running to go from0 to $100 million

which is pretty crazy to think about but

as we scroll through his ads we're going

to start seeing a lot of similarities so

here we go this ad by Alex Becker is a

great video and we'll just get the first

10 seconds to watch

here so how does he start that off he

says this simple line of code can

increase your ad Revenue by 50 to 100%

so he's clearly identifying one the

outcome it's going to double your ads or

save you half the money and two if

you're running ads you know this is for

you because anyone who doesn't run ads

has no idea what he's talking about and

so he immediately focuses on the outcome

and then as you can see in the copy what

does he do very first sentence in the ad

itself is businesses like Tony Robbins

Grant Cardone Pier One bodybuilding.com

use this to scale ads very very first

sentence is a psychology tactic called

social proof and then that's a very good

hook because these businesses everyone

knows uses this software why am I not

using that software that's initially

what you think so then he goes through

his story it's actually quite simple let

me put put it in English outcome

outcome objection so then at the very

end it says instead click this ad and

book a demo so the call to action is

click this ad to book a free call and

then when we click on the ad we go to

his website this is the landing page of

his funnel the lead magnet is a free

call so he's using a free call so let's

go ahead and look he had the Facebook ad

he chose Facebook ads and his lead

magnet is going to be a free

consultation and then on the landing

page what do you do you can book a call

immediately so book a call and then once

you book that call they're basically

going to convince you to buy a four fig

I think it's a few thousand do a month

to get his software I'm not sure don't

quote me on that but that is a funnel

live in action and that's exactly how

Alex Becker used sales funnels to build

his company from0 to $100 million so

it's very powerful and it's a super

simple flow you know he's not sending

you to hos.com his website that tells

you all the features and details he's

sending you directly to a website with

literally a headline a sub headline

testimonials social proof and a book a

free call it's that simple guys so let's

go ahead and look at another one that's

very similar but in a different Niche so

mind Valley is an info Product Company

so Alex Becker was selling soft W mind

Valley sells courses and info products

on wellness and health and so if we go

into their ad Library we can see they're

running a dozen 20 30 40 different types

of funnels for different products but if

we look at this one right here we can

see they're trying to sell health

information and so diets don't work but

there is a better way so the very first

line they're hook trying to get you

interested is focusing on sympathy or

empathy they're targeting people who

have tried diets before but didn't have

a good experience and now have the

belief that diets don't work and so

that's the very first line they're

speaking directly to people who have a

specific belief and they're empathizing

for them with saying diets don't work

but there's a better way and then

they're going to use research shows that

mere 5% of people manage to maintain

their weight loss after a diet it's

going to be the hook story offer

framework as usual then what do you know

at the very end it's register for free

using the link below and say goodbye to

diets forever so the lead magnet is a

free training a free master class and

then here we go you put your email and

your phone number in to get access to

the free master class and of course it's

going to be an hour long 2hour long

webinar teaching you everything you need

to do and eventually in the email

they're going to upsell you to a $400

Pere course where it tells you

everything you need to do dozens of

hours of content to actually help you

achieve that outcome so these sales

funnels are used everywhere in the world

every single business that's successful

is using funnels where most people on

the outside probably aren't aware

because they're used to just going to

nike.com seeing a Nike ad on TV and then

going to nike.com the internet has

changed a lot of things making content

has become way more available running

ads on Facebook has become available for

anyone even if you only have $5 to spend

and this is how million dooll businesses

operate so I hope this was helpful for

you guys I really do think that you

should watch this video two or three

times over because I covered a lot very

quickly but the details of what I went

through really try to understand what

entails good messaging really Tred to

understand that flow and start

brainstorming lead magnets I really

think this is what Alex Hero's next book

is about so his newest book $100 million

leads is pretty much all about lead

magnets and a little bit about content

and his last book $100 million offers is

all about the landing page and the sales

page how do you frame your product or

service and so I think his next book is

going to be basically $100 million

funnels something like that so this was

a huge aha moment for me when I first

learned about it I hope it was the same

for you so guys if you got value from

this video the only thing I ask is that

you just send the video to a friend that

you think this would help so whether

they have a business whether it's your

business partner whoever it may be just

send them the link to the video I'll

leave a link for it down below just

share that with them that'd be really

helpful for me but other than that hope

you have a wonderful day and I will see

you in the next

one