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In this podcast, I want to talk about getting your first proof and making it as compelling

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as possible on a consistent basis in your business to sell more people.

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Enjoy.

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Proof?

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Over-promise.

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So what a lot of beginners do, and they read $100 million offers, and they're like,

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I have a grand slam offer.

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And so because of that, I've got this big thing with all these bonuses and the stack and

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these guarantees, and I've got a premium price, and yet no one's buying it.

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So what I want to do is to walk you through a hypothetical.

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Let's say on one extreme.

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We've got somebody who has an amazing, crazy, awesome offer for whatever.

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They promise you the world and beyond.

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On this extreme, same core product or core service as the first guy, except he has no

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crazy offer, he just has 1,000 testimonials.

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Who is going to get the most customers?

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This guy.

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And so your proof is going to do more selling than any promise can possibly do, because

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the promise is all function as an approximation of the likelihood that they're going to

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get a result.

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And proof is always going to be more compelling.

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And so when you're starting out, you want to capture as much proof as seemingly possible.

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Now I have a huge amount of stuff on proof because I'm obsessed with it.

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But I'll give you four very good things that you can do to make your proof more compelling.

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Number one, recent proof is better than delayed proof.

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So if proof was five years old, proof that's from last week is going to be more compelling.

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Second, is you want it to be as visual as possible.

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So just a bunch of words on a screen is less compelling than a screenshot of someone's

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bank account after they made money.

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Or someone saying, hey, I lost 20 pounds is not as compelling as the picture of them losing

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20 pounds, which is also less compelling than a video of them weighing in and then a video

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of them weighing out.

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The third component for proof that I'll give you is you want high volume.

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And the nice thing is that most businesses actually have a lot more proof than they know

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they do.

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They just never capture it.

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And so one of the things that I did in our brick and mortar chains that we did with all

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of the gems I do across all our brick and mortars is if you look at Yelp, you look at Google,

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you look at Facebook, all of these have reviews for your business.

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And so for me, and if you're digital, then you have Facebook reviews on your Facebook page

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and things like that.

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And so I would go into the stars, you click into it and there's like a hundred of them.

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And then you just screenshot each one of them.

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So if you have a hundred five store reviews on Yelp, that's like a mediocre Yelp account.

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And if I screenshot a hundred of those and then I frame them and I put them on my lobby

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wall from Florida ceiling, it's overwhelming the amount of proof that is.

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And so most businesses have way more proof than they think they do.

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They just don't leverage it.

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And so one of the easiest things you can do, take the screenshots of all all review sites

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across all platforms, show them individually and show them as your new wallpaper.

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And the fourth element of proof is that you want to capture pain.

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And so let me explain by this.

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So I've been able to look at a zillion ads across all companies where they have testimonial

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ads from customers or user generated content to be fancy, right?

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The thing is, is the content that begins with pain converts significantly higher.

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And so this is my theory around this, which is that the pain relates to the customer or

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prospect where they're currently at.

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If they start with the promise, it's too far disconnected.

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But if you start with pain, they relate to the person and then you can take them through

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the story of them getting the result.

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But if you start with the end result, it's too disjointed, it's too far away.

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It becomes less believable.

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So if you had to pick between proof or promise, double down on proof.

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And that's also the reason that I tell everyone to start with giving stuff away for free,

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because it's the easiest and fastest way to get tons of it.

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Best time to ask someone for testimonials at the moment of greatest satisfaction.

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All right.

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So that's also, by the way, different from the best time to sell, all right?

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Because you want to sell at the moment of greatest pain.

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You want to get a testimony at the moment of greatest satisfaction.

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So think about this way.

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If I were to say, hey, you have a steak dinner and you have a steak and you're starving.

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You're like, oh, this was great, blah, blah, blah.

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The moment to sell you the steak is right before we've had the steak and then you eat the

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steak.

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Now, after you have the steak, is that the moment that I say would you like another steak?

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Not really, because you're like, I'm full, I'm good.

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So that's the point of greatest satisfaction, not the point of greatest deprivation.

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Now after I've had the steak, if I say, hey, would you mind like looking in the camera and

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saying how great the steak was?

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People are like, oh my god, it was amazing.

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It was so great.

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I should definitely check this place out.

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It's awesome, right?

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And so point of greatest deprivation is when you make your sale, point of greatest satisfaction

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is when you collect your proof.

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Always start for free, always.

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And I know and I don't usually use explicit 100% black and white language, but I have yet

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to see a time where starting for free has not made me more money.

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So let me explain.

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So when I started my fitness business way back when I started with free, I wanted to

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get people results and I said, I don't have any experience.

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So please let me just train you for free.

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And because of that, I have lower stakes because they didn't pay me money.

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They're still paying in other ways.

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They're still paying time, they're paying inconvenience.

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All the other things that a customer has to do, those costs are still there.

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By the way, those hidden costs are the things that you want to decrease as much as you can

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in your product so that you can charge more money because you'll find over time that

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the most expensive thing about your product often isn't the price.

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It's everything else you require a customer to do as a result of the purchase, which is

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what things do they have to give up that they like doing as a result of the purchase?

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And what are the things that they have to start doing that they hate doing as a result

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of the purchase?

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And this happens with everything.

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And when I say like and hate, I use those as extremes.

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But fundamentally, there's some sort of friction, there's some sort of inconvenience.

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Like when I buy a car, I have to now get gas.

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That is now an inconvenience in my life.

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Now compared to all other cars, maybe all cars that have that inconvenience until they

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have an electric car.

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As a result, that inconvenience has been removed because I can plug the car in at night.