SFR 236: Examples Of Sales Messages In Each Industry...
These are some quick methods to create a sales message in each industry...
\xa0
If you go to clickfunnels.com, (and you don\u2019t sign in), there's a quiz that asks:
\xa0
\u201cWhich of These Best Describes Your Business/Service?\u201d
\xa0
- Agency / Freelancer
- Information Products
- E-Commerce
- Coaching / Consulting
- Network Marketing
- Local Small Business
- B2B Lead Generation
- Blogging / Affiliate
- Non-Profits
- Just Getting Started / Other
\xa0
Initially, we found that there were six major industries using ClickFunnels. \xa0Once you answer the question, ie shows you the patterns that are MOST effective to help you \u2018destroy it\u2019 in your industry.
\xa0
Over time, it's kinda flexed out (as you can see above) to ten categories\u2026
\xa0
During the last OfferMind, I walked through each industry to show how I would create a very simple sales message or a hook for each industry.
\xa0
I didn't write the entire sales message. Instead, I showed an example of the type of origin story I\u2019d create or tell to sell in that space.
\xa0
When I talk about building a sales message, most people are like, \u201cI can see how my industry has a sales message, I get that.\u201d\xa0
\xa0
There has to be a sales message or the industry would NOT exist.\xa0
\xa0
So most people don't have a hang-up about creating a sales message, especially when it's basically just an epiphany bridge script.
\xa0
(If you don\u2019t know what an epiphany bridge script is, you need to read Dot Com Secrets\u2026 or I\u2019m afraid we can\u2019t be friends ;-))
\xa0
However\u2026
\xa0
Offer Creation is where a lot of people start to get hung up.
\xa0
\u201cWell, Stephen, I sell really high ticket, (we're talking multimillion dollar corporation to corporation contracts), there's no way that your Offer Creation method's gonna work for me.\u201d
\xa0
\u2026 and that's the one where I wanna slap people and jump through the window!
\xa0
That\u2019s NOT true at all.\xa0
\xa0
Then\u2026
\xa0
We get to Sales Funnels... and that's where there\u2019s the MOST kickback.\xa0
\xa0
People are like, \u201cWell, I don't think this could work for me.\u201d
\xa0
Again, I wanna go nuts on 'em.
\xa0
So I'm briefly gonna show you the Sales Message Creation I\u2019d use in each of those 10 industries.\xa0
\xa0
I\u2019m gonna walk through and show you the hook that I\u2019d start to create if I was selling in that space.\xa0
\xa0
SHAMELESS PITCH The reason I\u2019m sharing is twofold:\xa0
\xa0
- I want to teach that to you how I\u2019d create a hook for different industries.
- # shameless pitch: I want to convince you that you should come to OfferMind.\xa0
\xa0
This is NOT the kind stuff that you\u2019ll find in any other place.
\xa0
If you\u2019re planning to come to OfferMind, \xa0and you haven\u2019t got your tickets yet, Offermind.com is up.\xa0
\xa0
The room only holds 1,038 people. That's not that many people. \xa0We\u2019re literally MAXING IT OUT.
\xa0
We\u2019ve already sold hundreds of tickets\u2026 and it's not for about four months yet.\xa0
\xa0
WHY OFFERMIND?
\xa0
I coach pretty much every day, and I have a lot of great success stories... \xa0but there are the things that EVERYBODY struggles with.\xa0
\xa0
So I asked: How do I take the things that everyone struggles with and deliver those answers? That's what OfferMind is designed to do.
\xa0
It's NOT your normal event.\xa0
\xa0
I teach frameworks that cause success as a rule.
\xa0
What you\u2019re gonna read next, is directly taken from OfferMind last year\u2026
\xa0
GROUNDBREAKING STUFF
\xa0
Have you heard of Albert Lasker? (Yeah, all my copywriting people)
\xa0
Albert Lasker was \u2018The Man.\u2019
\xa0
He is often called the father of modern advertising. He lived in the late 1800s to early 1900s, and he was one of the first people to take advantage of human psychology in ads.\xa0
\xa0
People thought it was the most groundbreaking thing ever, and at that time it was.\xa0
\xa0
Until Lasker, most advertisers were just making noise. Lasker was like, \u201cNo, \xa0let\u2019s consider how people think.\u201d
\xa0
...and because of that, people were like, \u201cWhoa, who's this guy? This is amazing.\u201d
\xa0
Albert Lasker played a major role in shaping modern advertising. He was one of the forefathers of the industry.\xa0
\xa0
I want you to know this because *this* is the market origin story.
\xa0
Lasker was a partner in an advertising firm called Lord & Thomas.
\xa0
It's not called Lord & Thomas anymore, but it's still the third largest advertising agency. They're still extremely successful.\xa0
\xa0
Lasker operated at a very high energy level and they found out later that he was probably bipolar.\xa0
\xa0
When I read that I was like, \u201cOh crap. Hmm, I should probably go get tested...\u201d
\xa0
DRINK AN ORANGE
\xa0
In the early 1900s, nobody drank orange juice.\xa0
\xa0
It was a weird thing. It'd be like offering mustard to somebody who was drinking hot chocolate. No one was doin' that. It was super far out.
\xa0
But here\u2019s what happened\u2026
\xa0
There was a massive orange boom in the orange harvest, and the company that's now called Sunkist was having to cut down their own trees.\xa0
\xa0
There were so many oranges that they didn't know what to do with them.\xa0
\xa0
So they came to Lasker and asked him to help solve the problem...
\xa0
Being a brilliant marketer, Lasker turned the problem into a Massive Opportunity.
\xa0
THE BIG QUESTION WAS: How can we heavily increase the consumption of oranges?\xa0
\xa0
ANSWER: By making it a drinking habit.
\xa0
Lasker created the campaign called \u2018Drink an Orange\u2019 from Sunkist.
\xa0
Lasker knew that one glass of orange juice would most likely be two to three oranges; so he made it an offer:
\xa0
- He put all of these oranges together in a little bag with an orange press.
- He taught people how to squeeze oranges and make their own orange juice.\xa0
\xa0
This is one of the original ads from Lasker\u2019s campaign.
\xa0
- Consumption of oranges went through the roof
- The company was saved the company
- Orange juice is now a thing.\xa0
\xa0
...Ooh, baby, isn't that cool?\xa0
\xa0
MARKETERS CHANGE THE WORLD A lot of products we use today started out with a successful marketing campaign.
\xa0
- It hasn't been that long since toothbrushes became a thing, seriously!
- Toothpaste too.
- For a long time, eggs were not a thing you ate for breakfast
\xa0
\u2026 then a marketer came along.\xa0
\xa0
If you\u2019ve ever seen the movie, My Big Fat Greek Wedding? You\u2019ll remember the Grandpa who always said: "Tell me a word and I'll tell you how it's origin is Greek."
\xa0
... I'm totally that for my wife now for EVERYTHING in our household!
\xa0
I'm totally *that guy*... because marketers have changed the world.
\xa0
Check out this quote:
\xa0
The product that will not sell without advertising will not sell profitably with advertising.
\xa0
A big key lesson there!
\xa0
Step #1: Your sales messages gotta rock.
\xa0
That's what Lasker was amazing at. He created cool sales messages and the offers around it.\xa0
\xa0
So real quick, I wanna walk you through the sales messages for different industries.
\xa0
THE HERO\u2019S TWO JOURNEYS
\xa0
The Hero\u2019s has two journeys that we care about:
\xa0
- The Achievement
- The Transformation
\xa0
So I\u2019m gonna show you how to create achievement and transformation in a sales message for the ten different industries.
\xa0
Remember, transformation happens on the inside, and it's what actually makes us care about the story.\xa0
\xa0
However, people also need to see the steps in a logical order to show how the transformation occurred:
\xa0
- Step #1
- Step #2
- Step #3
\xa0
INDUSTRY #1: THE FREELANCER/ AGENCY
\xa0
ACHIEVEMENT: "I finally could help business owners enjoy the businesses they worked so hard to build.\u201d
\xa0
Q: \xa0If I sell people as an agency and freelancer, (if I start leading with that), what does that say to them?\xa0
\xa0
A: \u201cOh man, yeah I love my business too. Oh yeah, I know, I know. I was finally able to help people like that, I love my business also. You should work with me.\u201d
\xa0
TRANSFORMATION: "I didn't realize that I\u2019d learned to love their business and the results as much as they did."\xa0
\xa0
INDUSTRY #2: INFO PRODUCTS
\xa0
If I'm selling info products, a storyline I would use to sell my product would be something like:
\xa0
ACHIEVEMENT: \u201cMy funnel leads started pitching me on taking their money. I only switched three things for that to happen."\xa0
\xa0
If I'm trying to sell a funnel book, and I'm talking to people who want funnel knowledge. \xa0I'd be like, \u201cHey, my leads started pitchin' me, it's the craziest thing.\u201d
\xa0
Then those people will be like: \u201cOh I wish I had that too.\u201d
\xa0
TRANSFORMATION: "I started seeing \u2018beyond\u2019 each lead. The impact that my work was about to have as they hired me was humbling."\xa0
\xa0
This is the internal transformation people want to see it in YOU, the attractive character. They wanna see YOU change.\xa0
\xa0
Does that make sense?\xa0
\xa0
Each of these examples is very similar, and that's the point.\xa0
\xa0
Your stories are all different, and you have your own stories, but you're plugging it into an existing framework though. There\u2019s a transformation that happens with it.\xa0
\xa0
INDUSTRY #3: E-COMMERCE
\xa0
Let\u2019s say I'm selling socks. How would I sell more socks?
\xa0
I choose crazy examples for a reason. Follow me on this...\xa0
\xa0
ACHIEVEMENT: "I couldn't believe how awesome they were. These socks are so cool. They're breathable, low maintenance, and stylish. These are awesome socks.\u201d
\xa0
TRANSFORMATION: \u201cAlthough they were on my foot for the first time, my foot felt free, holy crap.\xa0
\xa0
Cheesy as it sounds, I noticed I'd make an extra effort for people to see my feet. Like a newly engaged bride-to-be flashing a ring, my socks made me a new me..."\xa0
\xa0
They need to see the then and the now, and that's what you're doing in each industry. Doesn't matter what you're selling.
\xa0
(I take my shoes off all the time. My shoes are dumb. Money socks, baby! Mmmm... )
\xa0
Before you say, \u201cOh, man, that\u2019s cheesy!\u201d \xa0I need to remind you that you see this late at night crap in infomercials ALL THE TIME!
\xa0
Don't be afraid to use the storylines that convert people. These are the storylines that make people buy.\xa0
\xa0
INDUSTRY #4: FUNNEL COACHING
\xa0
ACHIEVEMENT: "I didn't really think I needed help. Not because I had it all together, I just didn't think I needed it. So I went and got this funnel coaching. Once I said yes, my progress was astounding.\u201c
\xa0
TRANSFORMATION: \u201cI had no idea to get my physical goals met, I needed to learn to like me for me."
\xa0
They wanna see that, \u201cAhhhhh,\u201d kind of ascent.
\xa0
INDUSTRY #5: NETWORK MARKETING
\xa0
ACHIEVEMENT: "It became clear to me that not everyone has the same goals, so I shouldn't pitch anybody with a heartbeat. Now I have automated leads daily."\xa0
\xa0
Big problem + Big achievement: = Wow, I want that!
\xa0
TRANSFORMATION: "If someone would've told me that this was gonna be \u2018the best personal development course\u2019 in existence. I would've laughed, and I did... and it was."\xa0
\xa0
You don't need these long drawn out stories; that\u2019s a freakin' epiphany bridge in those two paragraphs.\xa0
\xa0
It's a little backstory, a little bit of a wall, internal/external. It doesn't always have to be big long narratives.\xa0
\xa0
INDUSTRY #6: LOCAL SMALL BUSINESS ( # local restaurant)
\xa0
ACHIEVEMENT: "I remember eating canned beans for four months as a single bachelor. Now you can't keep me out of the kitchen. Let me invite you to my kitchen.\u201d
\xa0
There's a backstory which you care about that local restaurant now. You know his backstory, his upbringing, and why he makes his food that way?\xa0
\xa0
\u201cOh my gosh, he doesn't even use canned beans anymore?\u201d
\xa0
TRANSFORMATION: \u201cI've realized I don't actually cook food. That's not why customers come. People come here to connect. I sell human connection, not food.\u201d\xa0
\xa0
That\u2019s the elevate and the ascent... \xa0
\xa0
Your customer wants that, so let them have it.\xa0
\xa0
INDUSTRY #7: B2B LEAD GEN
\xa0
TRANSFORMATION: "My whole childhood was filled with memories of being poor. But now there's so much money I can't see straight.
\xa0
(I choose this story because a lot of people have memories of being poor, I'm just tying into the old story.)
\xa0
TRANSFORMATION: "I've always dreamt of being a big bad B2Ber. Pin suit, button up, a swagger that someone noticed down the street.\xa0
\xa0
But this game roughed me up, spit me out, and taught me the biggest lesson of all. It's all about the people."
\xa0
People would be like, \u201cOh yeah!\u201d They want that. Let 'em have it.\xa0
\xa0
INDUSTRY #8: BLOGGING/ AFFILIATE (# Mommy Blog)
\xa0
ACHIEVEMENT: \u201cEach day, I wanted to spend more time with my kids. It was super hard. It was really, really challenging for me to spend time with my kids and I watch them grow.\xa0
\xa0
I realized I was missing things as they were growing up. I don't like that. Now I get to choose when I work."
\xa0
Here we have a:
\xa0
- Backstory
- Wall
- Achievement
\xa0
... now let's feel the transformation.
\xa0
TRANSFORMATION: "Funny enough, just BEING with my kids has taught me more about being a mom than blog ever did. I don't need to read mommy blogs as much anymore."
\xa0
Interesting, huh!
\xa0
INDUSTRY #9: NONPROFITS
\xa0
(This is kind of an intense one, for sure.)\xa0
\xa0
How many of you guys have heard of Operation Underground Railroad? \xa0They save children from sex slavery.
\xa0
ACHIEVEMENT: "All I wanted to do was help children be safe. Thanks to your donation, that's happening..."\xa0
\xa0
So if I\u2019m a nonprofit, my story is the transformation and the achievement that you get by donating.\xa0
\xa0
You are the story...
\xa0
\u201cThanks for your donation. Just so you understand what's happening. I want kids to be safe, and that's happening because of your donation\u201d
\xa0
That's powerful.
\xa0
\u2026 be careful with this stuff.
\xa0
TRANSFORMATION: "I know my life's purpose. I found it the moment I had this idea."
\xa0
We like to get behind someone with a mission like that.\xa0
\xa0
Operation Underground Railroad is a nonprofit organization that\u2019s pulled in tens of millions of dollars to actually help free children from sex slavery. Amazing, right!\xa0
\xa0
...and if they can get YOU to feel that transformation as if you're the one doing the raid...
\xa0
I know it feels weird to talk about it that way, (but if you understand what I'm saying from a marketers standpoint)... that's how you would create a powerful transformation in that nonprofit.\xa0
\xa0
Your supporters need to experience the transformation for themselves.\xa0
\xa0
INDUSTRY #10: \xa0JUST GETTING STARTED
\xa0
ACHIEVEMENT: \xa0"I needed a career, but couldn't seem to get the job after college. I dedicated myself to learning the formulas of other successful people, and I found them."\xa0
\xa0
People are like, \u201cWell, what are they?\u201d You\u2019ve just created the achievement: \u201cI found the formulas for how successful people work.\u201d People are like, \u201cWhat?\u201d\xa0
\xa0
...but now they want the internal to make sure that you're not a slimeball.\xa0
\xa0
You potential customer wants to feel the uprising and the ascent.
\xa0
TRANSFORMATION: "Mindset is money, I wasn't broke, my mind was.\u201d
\xa0
You'd be like, \u201cHmmmmm\u2026\u201d powerful right? Yeah, you felt that, didn't you? How did I know how to write that?\xa0
\xa0
\u2026 because I lived the hook.
\xa0
Understand, a lot of these stories are real stories from my past. It's just the way that I tell them that's effective\u2026
\xa0
... and you can do this too, regardless of your industry.
\xa0
BOOM!\xa0
\xa0
If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.
\xa0
But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?\xa0
\xa0
That's what I struggled with for a while until I learned the formula.
\xa0
So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.
\xa0
Wanna come?\xa0
\xa0
There are small groups on purpose, so I can answer your direct questions in person for two straight days.\xa0
\xa0
You can hold your spot by going to OfferMind.com.
\xa0
Again, that's OfferMind.com.