SFR 240: Real Marketing, In A Single Sentence...
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There's a single sentence I use to gauge the belief level of those I'm selling. Here it is (and here's how it'll speed up your marketing education)...
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Imagine a simple sentence that could help you identify the points where your potential customers are getting stuck before opening their wallets to give you cash...
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Sounds good, doesn\u2019t it?!
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\u2026 and what if I could show you how to increase sales by using this sentence to show you the BEST way to communicate with your dream customers???
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Well, Holy Batman (and all the Avengers)!\xa0
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Watch this space... because that sentence exists, and I\u2019m gonna show you how to apply it to your business!
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\u201cOH, WHAT?!!\u201d \xa0Yes, you heard me right!\xa0
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FINDING YOUR CUSTOMERS OBJECTIONS
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I first had this realization when I was coaching the original Two Comma Club X people, (way back in the day).
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I realized that there was a single sentence that could help people identify where their marketing was lacking.
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Over time, I started to develop this idea and test it out...
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So today, I\u2019m gonna help you to understand your customer more.\xa0
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But first...
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A BLATANT PITCH
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What I\u2019m about to share with you is actually taken from a segment of my first OfferMind event\u2026 and here comes the pitch ;-)
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#Everyone should come to OfferMind.
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Tickets are already selling fast, and I'd love you to be there. \xa0
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We have an amazing event this year. We ONLY have 1038 seats and Russell Brunson is keynoting!
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\u2026 and the swag, well that\u2019s another story!
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\u2026 BUT I\u2019M NOT PROFESSOR X
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One of the things I hated when I first started learning about marketing was that gurus would say things like:
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\u201cYou gotta join the conversation that's happening inside your customers head.\u201d\xa0
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...and I'd be like, \u201cOkay, \xa0how do I do that?\u201d But that would be it\u2026 that was the sum of their advice!
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It was frustrating for me...
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- I didn't understand what it meant to join the conversation in my customers head.
- I didn't know how to do it...
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I was like, \u201c \u2026 what are you talking about? Are we talking a Charles Xavier X-Men kind of thing? How do I get \xa0inside their head?\u201d
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\u2026 I felt like I was lacking some special power.
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I didn't know how to actually pull off what these gurus were talking about!
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\u2026 so I started coming up with a cool way to get inside my customers head by watching what they were saying.
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CREATING A FRAMEWORK I don't like creating something that I can't measure, and so I put together this simple framework.
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The framework massively follows the vehicle, internal and external false belief formula that we use to move a customer through the process of buying.
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What's cool about this sentence is that it helps me figure out:
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- How \u2018sold\u2019 somebody is.
- Which false beliefs I need to crush.
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I want to show you:
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- How the brain experiences the sale.
- The sentence that runs alongside each stage that helps me know where people are stuck.
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When I join the conversation in my dream customers head, (using this technique) I can see whether the belief they\u2019re stuck on is:\xa0
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- Vehicle
- Internal
- External\xa0
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Then once I know where they\u2019re stuck, I can engage with them in that place and help to move them along to the sale.
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I\u2019M A DETECTIVE
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I do a lot of Facebook Lives, and as I'm doing them, I'm watching the comments to see the reactions.\xa0
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There are certain things that my potential customer says that let me know:\xa0
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\u201cOh my gosh, my sales message/ funnel is NOT doing a certain thing well enough\u2026\u201d\xa0
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It's the way people say things which makes me think:
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\u201cHmmm\u2026 \xa0it looks like that person's stuck on internal based beliefs. They think that they\u2019re NOT good enough to pull off what I'm showing them \u2026 or they don't think they have enough time?\u201d
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I run a sentence through my head to analyze comments and get inside the head of my dream customer
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Let me ask you a question\u2026
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ARE YOU A SALESPERSON?
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If you have a business, your hand should be up!
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Q #2: Do people ALWAYS buy the moment they see your product?\u2019\u201d
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A: Probably not!
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What! But I thought your product was the best? I thought it was\xa0amazing...\xa0
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(This is where it starts to get good my friend.)\xa0
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Q #3: Why don't people buy?
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A: (When I asked the audience at OfferMind they gave me these reasons)
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- No money.
- No content.
- Bad Stories.
- False Beliefs.
- Concerned about the ROI
- \u201cI\u2019ve got a few last questions before I buy, man.\u201d\xa0
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...but ULTIMATELY, those are *NOT* the reasons why your customer isn\u2019t buying\u2026 and it all has to do with HOW the brain experiences a sale.
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NEW IS SCARY
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I love the movie The Croods.
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The daughter wants to have new experiences, and in the beginning, the father is really scared of leaving the cave.\xa0
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He tells a story which ends with the words, \xa0\u201c...and one day she saw something new, and died!"
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The fact is that there\u2019s a part of EVERYONE\u2019S brain that reacts the same way when it sees something NEW.
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It's the same psychology.\xa0
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Anytime something new pops up, we start to go into \u2018crap mode\u2019 and part of your brain starts to run red flags.
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YOUR 3 BRAINS
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One of my favorite books is called Pitch Anything by Oren Klaff. In the book, Klaff talks about the three parts of the brain that you actually talk to during a sale.
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#1: The first brain you're talking to is the croc brain.
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The croc brain is a picky and cognitive miser who's primary instinct is survival only. This means it\u2019s looking for ways to reject you.\xa0
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No pitch or message is going to get to the logic center of the other person\u2019s brain without passing through the survival filters of the crocodile brain system first. And because of the way we evolved,\xa0those filters make pitching anything extremely difficult - Oren Klaff
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People don't know they're doing it, but they\u2019re actively looking for ways to say no.\xa0
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People wanna be included in stuff. They want to be where they\u2019re supposed to be. They want the feeling of togetherness that \xa0oxytocin gives, but they don\u2019t want to get kicked out of the tribe for doing the *WRONG* thing.
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We want to be around other people. We want to be accepted but we also don't wanna be in places where we're not supposed to be.
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Q: What does this mean for you and your product?
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A: It means that when your customer comes into contact with something new, subconsciously they start to find ways to let themselves out of the pressure of actually doing the new thing.\xa0
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This is such a huge deal when it comes to sales.\xa0
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Your customer is looking for a logical way to release themselves from having to move forward.\xa0
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Once you\u2019ve satisfied the Croc brain that there\u2019s no danger to its survival, you move on to\u2026
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THE MID-BRAIN
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#2: The Mid-Brain is the part of the brain you pitching to if you satisfy the croc brain.\xa0
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The mid-brain is concerned with status and position, so it starts to come up with objections like:
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- Oh my gosh, no! I don't belong in that category.
- I'm making the right decision.
- I'm gonna protect my status.
- I'm not supposed to be there.
- I'll have a status increase by saying NO, not, YES...
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If you satisfy the objections of the Mid-Brain, you\u2019ll move onto\u2026
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THE NEOCORTEX #3: The Neocortex = \xa0the logical part of the brain.
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.... we think the Neocortex is where the sale happens, but it only stands a chance of the other two brains have already decided to buy.
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The Neocortex comes in to justify the sale logically.
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When we speak about features\u2026
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- this feature...
- this feature...
- this feature...
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- this feature...
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\u2026 we\u2019re speaking to the logic driven Neocortex and thinking that's where the sale happens.
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BUT that's NOT what happens\u2026
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MAPPING THE SALE
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I've figured out a way to map and measure how sold somebody is.
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*This is powerful stuff*
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Here\u2019s how the brain experiences the sale\u2026
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#1: The possibility of product service working, in general.
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What they're gonna ask is:\xa0
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\u201cOh, you got this cool thing called funnels? Does it even work?\u201d
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They're gonna question the vehicle itself\u2026 Does it even work?
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\u2026 and if they see a possibility that it could work, they graduate to internal based concerns.
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#2: The Possibility that they might succeed
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The very next thing that they're gonna say to themselves is:
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\u201cOh, I see it works in general, but I just can't see myself pulling it off.\u201d
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A lot of people I coaching play *that move* thinking that they\u2019re logically letting themselves out of the sale and taking action.\xa0
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They're like:
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"Hey, I believe that what you're talking about. Yeah, it\u2019s true... but there's just no way I can pull that off."\xa0
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That's means I sold their brain, one third\u2026
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I\u2019ve got them past the first vehicle base hurdle, but then they got stuck on the second internal objection.
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In their mind, the customer is saying things like:
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- Oh crap, I'm not a fit.
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- I'm not worthy.
- There's no way this is actually gonna work for me.
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\u2026 so it\u2019s your job to move them past this hurdle so that they can get a \u2018YES!\u2019
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Once they graduate the first two hurdles, they get a \u2018yes\u2019 to the questions:
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- Is it possible?
- Is it possible for me?
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If I can help them through the first two questions, \xa0then they progress to the third category.
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#3: The possibility of them having enough resources on the journey.
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They ask the question:
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\u201cAm I'm gonna have enough?
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They see that:
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- The Vehicle works.
- It's possible for them.
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\u2026 but they don\u2019t know if they\u2019re gonna have enough resources to make the journey.
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They wonder if they have \u2018enough\u2019\u2026
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- Money
- Time
- Community support
- Support from spouse or family\xa0
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The overall fear is that:
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I don't have enough RESOURCES for my journey.
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They see that it\u2019s possible to make the journey... however, they\u2019re worried about what it will take to get there.
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\u2026 and so you have to resolve that concern.\xa0
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The good news is that it's one of the easier objections to actually resolve.
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FALSE BELIEFS
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If you look at how your customer responds, it\u2019s easy to run their reactions through a simple sentence to see which objection they need to move through...\xa0
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- The possibility of the product/service working in general = VEHICLE
- Possibility of the customer succeeding at driving the vehicle, (can they see themselves as the other person?) = INTERNAL
- Possibility of having enough resource for the journey = EXTERNAL
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I hope that you can see that this is a *BIG DEAL* for your sales conversation!
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Finally\u2026
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HOW TO BUILD A FUNNEL IN 11 MINUTES!
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(Yes, it\u2019s possible)
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Occasionally, I\u2019d walk out of a coaching session and Russell would say:
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"Dude, glad you're done. I go live in 11 minutes! Can you finish this funnel?"\xa0
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I'd be like, \xa0\u201c11 minutes to build a funnel? Oh my gosh!\u201d
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So in my head, I\u2019d run through the exact formula I\u2019ve just shared with you:
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- Vehicle Story
- Internal Based Story to change their internal beliefs
- External Based Story
- Plug into the frameworks
- Grab that page from this funnel\u2026 and that page from this funnel...\xa0
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BOOM! \u2026 things are always soooo much easier with the right framework!
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Until Next Time... #Get Rich, Do Good!
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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.
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But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?\xa0
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That's what I struggled with for a while until I learned the formula.
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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.
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Wanna come?\xa0
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There are small groups on purpose, so I can answer your direct questions in person for two straight days.\xa0
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You can hold your spot by going to OfferMind.com.
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Again, that's OfferMind.com.