WEBVTT 1 00:00:00.000 --> 00:00:03.000 This is what's going to keep them popping and continuing to convert. 2 00:00:03.120 --> 00:00:06.000 And what happens is you don't have to change the back end, right? 3 00:00:06.000 --> 00:00:08.640 You don't have to change the actual business model and make money. 4 00:00:08.840 --> 00:00:09.960 It's just changing the front end. 5 00:00:12.520 --> 00:00:14.600 The wealthiest people in the world see business as a game. 6 00:00:14.800 --> 00:00:18.040 This podcast, the game is my attempt at documenting the lessons I've learned on my way 7 00:00:18.040 --> 00:00:20.480 to building acquisition.com into a billion dollar portfolio. 8 00:00:20.880 --> 00:00:23.480 My hope is that you use the lessons to bring your business and maybe someday soon 9 00:00:23.480 --> 00:00:25.240 partner with us to get to a hundred million dollars and beyond. 10 00:00:25.480 --> 00:00:26.560 I hope you share and enjoy. 11 00:00:27.560 --> 00:00:32.200 A super fun to make this podcast for you. 12 00:00:32.560 --> 00:00:37.080 I have so many things that I want to share with everyone because I'm writing this book 13 00:00:37.080 --> 00:00:38.600 and I just finished it yesterday. 14 00:00:38.600 --> 00:00:42.160 I'm still working on the title, but basically it's going to be about how to make 15 00:00:42.160 --> 00:00:43.040 magical offers. 16 00:00:43.080 --> 00:00:45.640 So offer so good that people feel stupid saying no. 17 00:00:45.640 --> 00:00:48.360 And I walk through the different 18 00:00:49.440 --> 00:00:53.200 monetization structures that we've discovered over time and a lot of the magical 19 00:00:53.200 --> 00:00:54.800 offers that created the business that we have. 20 00:00:55.080 --> 00:01:03.400 So one of the sub sections of a sub section inside of this book is naming the 21 00:01:03.400 --> 00:01:04.080 actual offers. 22 00:01:04.080 --> 00:01:08.960 And so I figured out and make this for you guys because I see a lot of people 23 00:01:08.960 --> 00:01:12.200 struggling with making the offers, especially in local markets can burn. 24 00:01:12.360 --> 00:01:12.680 Right. 25 00:01:13.360 --> 00:01:17.600 And so one of the key pieces, I think for understanding the differences, 26 00:01:17.600 --> 00:01:21.800 you have a the offer like the monetization structure, which is behind the scenes, 27 00:01:21.800 --> 00:01:24.360 which is what you're going to sell in the person comes in of the upsells. 28 00:01:24.840 --> 00:01:27.520 And then you have the naming convention like what you're going to actually wrap 29 00:01:27.520 --> 00:01:30.560 around that to the general marketplace, right? 30 00:01:30.760 --> 00:01:35.280 And so over, you know, four years, you may not actually change the monetization 31 00:01:35.280 --> 00:01:38.720 structure of the business, but you may change the naming convention to the thing 32 00:01:38.720 --> 00:01:42.040 that you're showing to the marketplace 20 times, right? 33 00:01:42.320 --> 00:01:48.040 And so the the magic offer headlight formula that I put together is actually an 34 00:01:48.040 --> 00:01:49.920 acronym to make it easy to remember. 35 00:01:50.040 --> 00:01:50.520 All right. 36 00:01:51.120 --> 00:01:56.760 So magic, M-A-G-R-C, right, stands for M, the magnet. 37 00:01:56.760 --> 00:02:00.240 So what's the what's the magnetic reason why someone's going to click? 38 00:02:00.440 --> 00:02:01.160 Is it free? 39 00:02:01.160 --> 00:02:02.040 Is it discounted? 40 00:02:02.040 --> 00:02:03.120 Is it springtime? 41 00:02:03.120 --> 00:02:05.520 Like there's got to be a reason for why we're doing the offer. 42 00:02:05.840 --> 00:02:07.560 That's the M in magic. 43 00:02:08.120 --> 00:02:09.880 A is avatar. 44 00:02:09.880 --> 00:02:12.000 So the avatars to know that it's specifically for them. 45 00:02:12.280 --> 00:02:15.080 So the idea is I'm trying to discriminate against everyone else. 46 00:02:15.360 --> 00:02:15.600 All right. 47 00:02:15.600 --> 00:02:18.960 So this would be like, you know, be cave mobs, right? 48 00:02:18.960 --> 00:02:21.800 Or dentists, right? 49 00:02:21.800 --> 00:02:25.160 These are like, you know, older dentists or dentists making over 20,000 a month, 50 00:02:25.160 --> 00:02:25.840 whatever, right? 51 00:02:26.120 --> 00:02:27.840 So that's going to be discriminatory nature. 52 00:02:27.840 --> 00:02:34.520 So first is grabbing their attention with the magnetic reason why M-A is avatar. 53 00:02:34.720 --> 00:02:38.800 So you're you're discriminating against everyone else in just calling it a avatar. 54 00:02:39.600 --> 00:02:42.080 G is the goal, right? 55 00:02:42.080 --> 00:02:44.680 What's the goal of this thing that we're marketing to them, right? 56 00:02:44.680 --> 00:02:48.640 If it's a, you know, pain free is that the goal is little black dress. 57 00:02:48.640 --> 00:02:51.400 The goal is, you know, filled up clinic. 58 00:02:51.400 --> 00:02:53.320 The goal, like, what's the goal, right? 59 00:02:54.120 --> 00:02:54.920 That's the G. 60 00:02:55.600 --> 00:02:59.600 The eye is indicate a time interval, right? 61 00:02:59.600 --> 00:03:03.720 You want to give them some sort of time interval that this is going to happen in, right? 62 00:03:03.720 --> 00:03:09.040 So 12 weeks, six months, 30 days, six hours, whatever it is, right? 63 00:03:09.560 --> 00:03:11.760 So the eye is the interval of time. 64 00:03:12.720 --> 00:03:15.520 And then C is the container, right? 65 00:03:15.520 --> 00:03:17.040 So you have these first four things. 66 00:03:17.040 --> 00:03:19.760 You got the thing that got their attention, give them the reason why, right? 67 00:03:19.760 --> 00:03:22.960 You discriminate it for exactly who you're looking for, which is the avatar. 68 00:03:22.960 --> 00:03:26.200 Hey, you gave them the goal that they're going to get really excited about. 69 00:03:26.240 --> 00:03:30.360 G, you told them when it's going to happen, I, and then finally, 70 00:03:30.360 --> 00:03:33.440 I have to package all that together into a container, right? 71 00:03:33.440 --> 00:03:37.000 And that's I, in some, in some times I used to call it the power word, but I like 72 00:03:37.000 --> 00:03:40.400 using the word container because you're just kind of containing all these things in this word. 73 00:03:40.560 --> 00:03:47.120 So that's incubator, intensive, challenge, blueprint, system, sprint, kickoff, jumpstart, 74 00:03:47.120 --> 00:03:52.720 like all of those things are container words for the first four parts of this. 75 00:03:52.720 --> 00:03:56.360 And so when I'm looking at trying to make headlines for things 76 00:03:56.360 --> 00:03:59.880 or different variations, bad lines, you might make 10 different variations. 77 00:03:59.880 --> 00:04:02.400 And if you use that, that acronym magic, right? 78 00:04:02.400 --> 00:04:07.000 The magnet, the avatar, the goal, the interval, and the container, 79 00:04:07.560 --> 00:04:11.160 you'll be able to make quick variations of these things for the same offer 80 00:04:11.160 --> 00:04:13.720 in terms of the monetization structure to the marketplace. 81 00:04:15.880 --> 00:04:19.080 Real quick guys, you guys already know that I don't run any ads on this 82 00:04:19.080 --> 00:04:20.360 and I don't sell anything. 83 00:04:20.360 --> 00:04:23.560 And so the only ask that I can ever have are you guys that help me spread the word 84 00:04:23.560 --> 00:04:26.760 so we can have more entrepreneurs, make more money, feed their families, 85 00:04:26.760 --> 00:04:30.760 make better products, and have better experiences for their employees and customers. 86 00:04:30.760 --> 00:04:35.240 And the only way we do that is if you can rate and review and share this podcast. 87 00:04:35.320 --> 00:04:37.800 So the single thing that I have to do is you can just leave a review, 88 00:04:37.800 --> 00:04:41.080 but take 10 seconds or one type of the thumb to the absolute world to me. 89 00:04:41.080 --> 00:04:43.560 And more importantly, it may change the world or someone else. 90 00:04:45.480 --> 00:04:48.840 All right, so you can, and this will keep your ads fresh, right? 91 00:04:48.840 --> 00:04:51.960 This is what's going to keep them popping and continuing to convert. 92 00:04:51.960 --> 00:04:54.840 And what happens is you don't have to change the back end, right? 93 00:04:54.840 --> 00:04:57.640 You don't have to change the actual business model and make money. 94 00:04:57.640 --> 00:04:59.000 It's just changing the front end. 95 00:04:59.000 --> 00:05:03.800 And so with any of these things, the things especially that you're going to be 96 00:05:03.800 --> 00:05:06.360 switching will be the duration of time. 97 00:05:06.920 --> 00:05:10.840 It may be the goal, and it may be the reason why, the magnet, right? 98 00:05:10.840 --> 00:05:15.000 Now, who you're calling out to, the avatar, it's unlikely to change, 99 00:05:15.000 --> 00:05:17.160 but you want to be specific about what you're looking for. 100 00:05:17.160 --> 00:05:21.240 With the local market, you might call out specific, 101 00:05:21.240 --> 00:05:23.560 if you're calling out men versus women, you're going to probably have different 102 00:05:23.560 --> 00:05:25.320 looking creative, different looking funnels. 103 00:05:25.320 --> 00:05:26.600 If you're calling this people out, right? 104 00:05:26.600 --> 00:05:29.400 If you're calling out men of 40 versus 20 old guys, 105 00:05:29.960 --> 00:05:33.000 very different creative, very different copy, very different everything, right? 106 00:05:33.000 --> 00:05:35.960 And so that business that you have, or you might be serving, 107 00:05:35.960 --> 00:05:37.960 might serve a specific type of clientele, 108 00:05:37.960 --> 00:05:41.960 or even if they don't, you can sub-segment out the type of clients in, 109 00:05:41.960 --> 00:05:43.240 and then you'll have higher converting offers, 110 00:05:43.240 --> 00:05:46.840 because to that discriminatory, that specific avatar, 111 00:05:46.840 --> 00:05:50.840 this goal might be better than the goal for a 35-year-old mom, right? 112 00:05:50.840 --> 00:05:51.400 Very different. 113 00:05:52.200 --> 00:05:55.880 And so, big picture, in creating that formula, 114 00:05:55.880 --> 00:05:57.640 I like having acronyms that are easy to remember. 115 00:05:57.640 --> 00:06:00.760 And so, a matched blog for so, magic headlines. 116 00:06:00.840 --> 00:06:06.840 So, magnetic avatars call-downs, goal, intention, sorry, 117 00:06:06.840 --> 00:06:11.640 interval, and then container, right? 118 00:06:11.640 --> 00:06:15.240 And so, I have a nice cool little graphic that goes with it that's in the book. 119 00:06:15.880 --> 00:06:18.760 The book's like 320 pages right now, so I'm super excited about it. 120 00:06:18.760 --> 00:06:19.560 I think I just love it. 121 00:06:20.440 --> 00:06:22.600 First, people have sent it to, maybe I'm, 122 00:06:24.440 --> 00:06:25.320 they said it was really good. 123 00:06:25.320 --> 00:06:29.480 And I'm pretty excited about it, because I think you guys will all immediately be able 124 00:06:29.480 --> 00:06:30.600 to make a lot more money. 125 00:06:31.480 --> 00:06:35.560 The entire first half of the book is about basically creating the single offer. 126 00:06:36.840 --> 00:06:40.280 And then, the second half of the book is all the tactics around monetization, 127 00:06:40.920 --> 00:06:44.040 the different ways you can weave in free, different ways you can weave in discount offers, 128 00:06:44.040 --> 00:06:47.000 and so, drag as much cash as possible upfront. 129 00:06:47.000 --> 00:06:48.600 So, anyways, hope you guys dig that, 130 00:06:48.600 --> 00:06:52.680 put you guys right there down and use that for your creative teams 131 00:06:52.680 --> 00:06:55.960 when you guys are making offers, especially in a local marketplace. 132 00:06:55.960 --> 00:06:59.000 Like, that's what I was, is like, if you're marketing nationally, 133 00:06:59.000 --> 00:07:02.920 you're marketing B2B, you don't need to vary the offers nearly as much. 134 00:07:03.880 --> 00:07:07.400 But when you're marketing B2C in like a local market, 135 00:07:07.400 --> 00:07:10.120 you've got to change headlines all the time. 136 00:07:10.120 --> 00:07:12.440 You don't have many, you need to change headlines very frequently. 137 00:07:12.440 --> 00:07:15.000 A lot of time, you know, every 12 weeks, every, every, every month, 138 00:07:15.000 --> 00:07:17.400 sometimes you have to change the wrapper for the thing. 139 00:07:17.400 --> 00:07:18.840 It's not that you're changing the thing you're offering, 140 00:07:18.840 --> 00:07:21.480 but you just need to make sure that you're getting around banner blindness. 141 00:07:21.480 --> 00:07:23.720 And so, they're not like, oh, I've already seen this thing. 142 00:07:23.800 --> 00:07:26.360 So, anyways, hope that was valid before you have the made sense 143 00:07:26.360 --> 00:07:29.960 of that gives you an easy contract to think through making headlines. 144 00:07:29.960 --> 00:07:33.800 You don't need to use all five of them when you're making your headline, 145 00:07:33.800 --> 00:07:34.920 because sometimes the headline can get long. 146 00:07:34.920 --> 00:07:38.680 So, in my, in my thought process around this is, 147 00:07:38.680 --> 00:07:42.600 or what I found useful is make it as short as possible, but no shorter, right? 148 00:07:42.600 --> 00:07:45.560 Ideally, hit off, hit off five, but if you feel like some of them 149 00:07:46.520 --> 00:07:50.280 get too long, then you can chop off one of them, one of the pieces. 150 00:07:50.920 --> 00:07:52.600 An interesting example of this would be, 151 00:07:53.800 --> 00:07:57.080 sometimes there are container words that kind of hit two needs. 152 00:07:57.080 --> 00:08:00.360 So, like, if I set a, a free six week summer slim down, 153 00:08:00.360 --> 00:08:05.160 I've got free and summer, which are both kind of magnetory reason why words. 154 00:08:05.160 --> 00:08:07.880 I've got six week, which is the duration, right? 155 00:08:07.880 --> 00:08:11.800 And then slim down, slim down is kind of both a goal, 156 00:08:12.440 --> 00:08:13.960 but it's also a container. 157 00:08:13.960 --> 00:08:17.080 And so, words can be, can have multiple uses within it. 158 00:08:17.080 --> 00:08:18.600 And so, I wouldn't need to have like container systems, 159 00:08:18.600 --> 00:08:21.320 I'm sorry, I like lean down, blueprint, 160 00:08:21.320 --> 00:08:23.160 like it just would seem kind of duplicative. 161 00:08:23.160 --> 00:08:26.440 And so, being selective about the words that you're choosing, 162 00:08:26.440 --> 00:08:28.200 ultimately allow you to have more brevity. 163 00:08:28.200 --> 00:08:29.720 The headline to make them punchier. 164 00:08:29.720 --> 00:08:31.640 And the extra bonus points that you get for this is 165 00:08:31.640 --> 00:08:33.960 you can get any of those aspects to rhyme. 166 00:08:34.680 --> 00:08:36.680 It will count for two.