WEBVTT 1 00:00:00.000 --> 00:00:04.200 I'm pretty excited because I think you guys will all immediately be able to make a lot 2 00:00:04.200 --> 00:00:05.200 of money. 3 00:00:05.200 --> 00:00:08.240 Welcome to the game where we talk about how to get more customers, how to make more 4 00:00:08.240 --> 00:00:11.520 customers, how to keep them longer, and the many failures and lessons we have learned 5 00:00:11.520 --> 00:00:12.520 along the way. 6 00:00:12.520 --> 00:00:14.520 I hope you enjoy and subscribe. 7 00:00:14.520 --> 00:00:15.520 What's going on everyone? 8 00:00:15.520 --> 00:00:16.520 Happy one's day. 9 00:00:16.520 --> 00:00:19.960 Super pumped to make this podcast for you. 10 00:00:19.960 --> 00:00:25.480 I have so many things that I want to share with everyone because I'm running this book 11 00:00:25.480 --> 00:00:27.080 and I just finished it yesterday. 12 00:00:27.800 --> 00:00:31.520 I'm still working on the title, but basically it's going to be about how to make magical 13 00:00:31.520 --> 00:00:32.520 offers. 14 00:00:32.520 --> 00:00:35.120 So, offer so good that people feel stupid saying no. 15 00:00:35.120 --> 00:00:40.560 And I walk through the different monetization structures that we've discovered over our 16 00:00:40.560 --> 00:00:44.280 time and a lot of the magical offers that created the businesses that we have. 17 00:00:44.280 --> 00:00:53.120 So one of the subsections of a subsection inside of this book is naming the actual offers. 18 00:00:53.120 --> 00:00:58.320 So I figured I would make this for you guys because I see a lot of people struggling 19 00:00:58.320 --> 00:01:02.520 with making the offers, especially in local markets, convert. 20 00:01:02.520 --> 00:01:08.320 And so one of the key pieces I think for understanding the differences, you have the offer, like 21 00:01:08.320 --> 00:01:11.880 the monetization structure, which is behind the scenes, which is what you're going to sell 22 00:01:11.880 --> 00:01:13.960 when the person comes in and the upsells. 23 00:01:13.960 --> 00:01:17.000 And then you have the naming convention, like what you're going to actually wrap around 24 00:01:17.000 --> 00:01:19.880 that to the general marketplace. 25 00:01:19.880 --> 00:01:24.560 And so over, you know, four years, you may not actually change the monetization structure 26 00:01:24.560 --> 00:01:28.160 of the business, but you may change the naming convention or the thing that you're showing 27 00:01:28.160 --> 00:01:31.440 to the marketplace 20 times, right? 28 00:01:31.440 --> 00:01:37.600 And so the magic offer headline formula that I put together is actually an acronym to 29 00:01:37.600 --> 00:01:40.280 make it easy to remember, right? 30 00:01:40.280 --> 00:01:45.880 So magic, M-A-G-I-C, right, stands for M, the magnet. 31 00:01:45.880 --> 00:01:49.560 So what's the, what's the magnetic reason why someone's going to click? 32 00:01:49.560 --> 00:01:50.560 Is it free? 33 00:01:50.560 --> 00:01:51.560 Is it discounted? 34 00:01:51.560 --> 00:01:52.560 Is it springtime? 35 00:01:52.560 --> 00:01:55.040 Like there's got to be a reason for why we're doing the offer. 36 00:01:55.040 --> 00:01:57.160 That's the M in magic. 37 00:01:57.160 --> 00:01:59.040 A is avatar. 38 00:01:59.040 --> 00:02:01.400 So the avatar has to know that it's specifically for them. 39 00:02:01.400 --> 00:02:04.680 So the idea is that we're trying to discriminate against everyone else, all right? 40 00:02:04.680 --> 00:02:10.920 So this would be like, you know, be cave moms, right, or dentists, right? 41 00:02:10.920 --> 00:02:14.640 These are like, you know, older dentists or dentists making over 20,000 a month, whatever, 42 00:02:14.640 --> 00:02:15.640 right? 43 00:02:15.640 --> 00:02:16.960 It's discriminatory in nature. 44 00:02:16.960 --> 00:02:23.840 So first is grabbing their attention with a magnetic reason why M-A is avatar. 45 00:02:23.840 --> 00:02:28.840 So you're discriminating against everyone else in just pulling out your avatar. 46 00:02:28.840 --> 00:02:31.240 G is the goal, right? 47 00:02:31.240 --> 00:02:33.720 What's the goal of this thing that we're marketing to them, right? 48 00:02:33.720 --> 00:02:37.680 If it's a, you know, pain free, is that the goal is little black dress? 49 00:02:37.680 --> 00:02:43.240 The goal is, you know, filled up clinic, the goal, like what's the goal, right? 50 00:02:43.240 --> 00:02:44.720 That's the G. 51 00:02:44.880 --> 00:02:48.600 I is indicate a time interval, right? 52 00:02:48.600 --> 00:02:52.760 You want to give them some sort of time interval that this is going to happen in, right? 53 00:02:52.760 --> 00:02:58.520 So 12 weeks, six months, 30 days, six hours, whatever it is, right? 54 00:02:58.520 --> 00:03:01.760 So it's the I is the interval of time. 55 00:03:01.760 --> 00:03:04.520 And then C is the container, right? 56 00:03:04.520 --> 00:03:06.040 So you have these first four things. 57 00:03:06.040 --> 00:03:08.760 You got the thing that grabbed their attention, give them the reason why, right? 58 00:03:08.760 --> 00:03:12.960 You discriminated for exactly who you're looking for, which is the avatar, A. 59 00:03:12.960 --> 00:03:15.240 You gave them the goal that they're going to get really excited about. 60 00:03:15.240 --> 00:03:19.320 G, you told them when it's going to happen, I, and then finally, 61 00:03:19.320 --> 00:03:22.440 you have to package all that together into a container, right? 62 00:03:22.440 --> 00:03:25.240 And that's I, in some, in some times I used to call it the power word, 63 00:03:25.240 --> 00:03:29.560 but I like using the word container because you're just kind of containing all these things in this word. 64 00:03:29.560 --> 00:03:36.120 So that's incubator, intensive challenge, blueprint, system, sprint, kickoff, jumpstart, 65 00:03:36.120 --> 00:03:41.720 like all of those things are container words for the first four parts of this. 66 00:03:41.720 --> 00:03:45.360 And so when I'm looking at trying to make headlines for things 67 00:03:45.360 --> 00:03:48.880 or different variations of headlines, you might make 10 different variations. 68 00:03:48.880 --> 00:03:51.400 And if you use that, that acronym magic, right? 69 00:03:51.400 --> 00:03:56.680 The magnet, the avatar, the goal, the interval, and the container, 70 00:03:56.680 --> 00:04:00.280 you'll be able to make quick variations of these things for the same offer 71 00:04:00.280 --> 00:04:02.720 in terms of the monetization structure to the marketplace. 72 00:04:05.400 --> 00:04:08.360 Amos and Asian quick break just to let you know that we've been starting to post 73 00:04:08.360 --> 00:04:10.600 on LinkedIn and want to connect with you. 74 00:04:10.600 --> 00:04:13.720 All right, so send me a connection request and note letting me know that you listen to the show 75 00:04:13.720 --> 00:04:14.960 and I will accept it. 76 00:04:14.960 --> 00:04:19.320 There's anyone you think that we should be connected with, tag them in one of my or Laila's posts 77 00:04:19.320 --> 00:04:21.440 and I will give you all the love in the world. 78 00:04:21.440 --> 00:04:22.800 All right, so let's get back to the show. 79 00:04:25.840 --> 00:04:29.200 All right, so you can, and this will keep your ads fresh, right? 80 00:04:29.200 --> 00:04:32.320 This is what's going to keep them popping and continuing to convert. 81 00:04:32.320 --> 00:04:35.240 And what happens is you don't have to change the backend, right? 82 00:04:35.240 --> 00:04:38.040 You don't have to change the actual business model and make money. 83 00:04:38.040 --> 00:04:39.320 It's just changing the front end. 84 00:04:39.320 --> 00:04:45.080 And so with any of these things, the things especially that you're going to be switching 85 00:04:45.080 --> 00:04:47.320 will be the duration of time. 86 00:04:47.320 --> 00:04:51.200 It may be the goal and it may be the reason why the magnet, right? 87 00:04:51.200 --> 00:04:55.360 Now, who you're calling out to, the avatar, it's unlikely to change, 88 00:04:55.360 --> 00:04:57.560 but you want to be specific about who you're looking for. 89 00:04:57.560 --> 00:05:01.560 Within a local market, you might want to, you might, you might call out specific. 90 00:05:01.560 --> 00:05:04.160 If you're calling out men versus women, you're going to probably have different looking 91 00:05:04.160 --> 00:05:06.920 creative, different looking funnels if you're calling those people out, right? 92 00:05:06.920 --> 00:05:11.080 If you're calling out men over 40 versus 20-year-old guys, very different creative, 93 00:05:11.080 --> 00:05:13.480 very different copy, very different everything, right? 94 00:05:13.480 --> 00:05:17.360 And so that business that you have or you might be serving might serve a specific type 95 00:05:17.360 --> 00:05:22.400 of clientele or even if they don't, you can sub segment out the type of clients in and 96 00:05:22.400 --> 00:05:26.120 then you'll have higher converting offers because to that discriminatory, that specific 97 00:05:26.120 --> 00:05:31.360 avatar, this goal might be better than the goal for a 35-year-old model, right? 98 00:05:31.360 --> 00:05:32.640 Very different. 99 00:05:32.640 --> 00:05:37.640 And so, a big picture in creating that formula, I like having acronyms that are easy to 100 00:05:37.640 --> 00:05:38.640 remember. 101 00:05:38.640 --> 00:05:39.640 And so, a magical offer. 102 00:05:39.640 --> 00:05:48.080 So, magic headlines, so, magnetic, avatars called out, goal, intention, sorry, interval, 103 00:05:48.080 --> 00:05:52.160 and then, and container, right? 104 00:05:52.160 --> 00:05:56.560 And so, I have a nice cool little graphic that goes with it that's in the book, the book's 105 00:05:56.560 --> 00:06:00.880 like 320 pages right now, so I'm super excited about it, the English I love it. 106 00:06:00.880 --> 00:06:07.880 The first people I've sent it to, maybe I'm, they said it was really good, and I'm pretty 107 00:06:07.880 --> 00:06:11.040 excited about it because I think you guys will all immediately be able to make a lot more 108 00:06:11.040 --> 00:06:12.040 money. 109 00:06:12.040 --> 00:06:17.840 The entire first half of the book is about basically creating the single offer and then 110 00:06:17.840 --> 00:06:22.080 the second half of the book is all the tactics around monetization, the different ways you 111 00:06:22.080 --> 00:06:25.840 can weave in free, different ways you can weave in discount offers and so, drag as much 112 00:06:25.840 --> 00:06:27.440 cash as possible up front. 113 00:06:27.440 --> 00:06:32.360 So, anyways, hope you guys did that, would you guys write that down and use that for your 114 00:06:32.360 --> 00:06:36.360 creative teams when you guys are making offers, especially in a local marketplace? 115 00:06:36.360 --> 00:06:39.480 Like, that's what I was, it's like, if you're, if you're marketing nationally, you're 116 00:06:39.480 --> 00:06:44.400 marketing B2B, you don't need to vary the offers nearly as much. 117 00:06:44.400 --> 00:06:49.920 But when you're marketing B2C in like a local market, you've got to change headlines all 118 00:06:49.920 --> 00:06:50.920 the time. 119 00:06:50.920 --> 00:06:51.920 You know what I mean? 120 00:06:51.920 --> 00:06:54.200 You need to change headlines very frequently, a lot of time, you know, every 12 weeks, 121 00:06:54.200 --> 00:06:57.640 every, every, every month, sometimes you have to change the wrapper for the thing. 122 00:06:57.640 --> 00:07:00.080 It's not that you're changing the thing you're offering, but you just need to make sure 123 00:07:00.080 --> 00:07:03.520 that you're getting around banner blindness and so they're not like, oh, I've already seen 124 00:07:03.520 --> 00:07:04.520 this thing. 125 00:07:04.520 --> 00:07:07.320 So, anyways, hope that was valid before you hope that made sense, hope that gives you 126 00:07:07.320 --> 00:07:10.680 an easy construct to think through, making headlines. 127 00:07:10.680 --> 00:07:14.800 You don't need to use all five of them when you're making your headline because sometimes 128 00:07:14.800 --> 00:07:15.800 the headline can get long. 129 00:07:15.800 --> 00:07:21.240 So, in my, in my thought process around this is, or what I found useful is, make it as 130 00:07:21.240 --> 00:07:23.280 short as possible, but no shorter. 131 00:07:23.280 --> 00:07:24.280 Right? 132 00:07:24.280 --> 00:07:29.840 Ideally hit off, hit off five, but if you feel like some of them get too long, then you 133 00:07:29.840 --> 00:07:33.680 can chop off one of them, one of the pieces. 134 00:07:33.680 --> 00:07:39.240 And an interesting example of this would be sometimes there are container words that kind 135 00:07:39.240 --> 00:07:40.240 of hit to need. 136 00:07:40.240 --> 00:07:47.840 So, like, if I set us a free six week summer slim down, I've got free and summer, which 137 00:07:47.840 --> 00:07:52.440 are both kind of magnetory reason why words, I've got six week, which is the duration. 138 00:07:52.440 --> 00:07:53.440 Right? 139 00:07:53.440 --> 00:07:59.160 And then slim down, slim down is kind of both a goal, but it's also a container. 140 00:07:59.160 --> 00:08:02.280 And so, words can be, can have multiple uses within it. 141 00:08:02.280 --> 00:08:07.080 And so, I wouldn't need to add like container, sorry, I like lean down blueprint, like it just 142 00:08:07.080 --> 00:08:08.320 would seem kind of duplicative. 143 00:08:08.320 --> 00:08:12.760 And so, being selective about the words that you're choosing, ultimately allow you to 144 00:08:12.760 --> 00:08:15.000 have more brevity in the headline and make them punch here. 145 00:08:15.000 --> 00:08:18.520 And the extra bonus points that you get for this, if you can get any of those aspects 146 00:08:18.520 --> 00:08:21.720 to rhyme, it will count for two. 147 00:08:21.720 --> 00:08:22.720 So, anyways, lots of love. 148 00:08:22.720 --> 00:08:25.240 Hope you guys use this and I'll catch you guys soon, bye.