Sell Like Crazy

call to action saying something along the lines of:
‘If you liked this content and you’re committed to getting X outcome, I’ve
got a really great offer for you. I’ve put some time aside in my calendar to
help you solve this problem or get your desired outcome. And you can go
ahead and book in some time with me here’.
This may seem complicated, but the result of this video sequence is that you
turn a good chunk of that disinterested 97% into genuine, eager buyers.
You’ll still get your standard 3% of ‘itchy-to-buy’ prospects from the first

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step of this funnel, but this next chunk is a far bigger volume of buyers and
is like gravy on top. It’s what will let you spend more on acquiring a
customer, make more money from your ad spend, and put you miles ahead
of your competition.
Using The Larger Market Formula and appealing to a broad audience of
cold traffic gives you the biggest opportunity to scale. Using a wide funnel
allows you to reach the most number of prospects at multiple touch points
through the buying cycle.
But what does this actually look like in practice? Well, I’ve developed a
technique that’s proven to be the single best way to attract dream clients,
and get them fast. It’s a simple step-by-step approach that works to
simultaneously create desire and trust in the market place, and genuinely
build goodwill that helps your prospects whether or not they buy from you.
The Magic Lantern Technique is like guiding your prospects down a
metaphorical path to their desired end state. Along the way, you provide a
ton of value and all the goodwill that comes with it.
So, at this stage, you’ve created your HVCO and you’ve got people
bobbing around in a sea of other people raising their hands and saying,
‘Yeah, I’m interested in what you’re selling’. Here’s where the Magic
Lantern Technique comes in and provides further value to those people to
get them to book in an appointment with you or take the next step towards
becoming a paying client or customer.
Remember, we live in a day and age where scepticism is rampant. People
are more cynical now than any other time in history. It’s never been harder
to convince a prospect that what you’re selling works and that they should
do business with you.
If you think about the traditional way people market their businesses online,
it’s typical to have some piece of content they give away for free, and then
once the person downloads it, they just thrash them to death with a barrage

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of emails full of hard-sell messages.
This leaves people thinking, ‘I wish I’d never given my email to that
person. That wasn’t an enjoyable experience at all’. We want to set
ourselves apart from that, and be radical and different to what everybody
else is doing in the market place.
At this stage, we know who our dream buyer is and what they look like and
what their characteristics are. We’ve done this using the Halo Strategy and
really digging into their pains and fears and hopes and dreams. And then
we’ve created that HCVO which specifically targets that dream buyer, and
now we want to really think about where they are at.
Let’s put ourselves in their shoes and think about where they want to go.
What does your dream buyer’s desired end state look like?
I’ll use a PR consultant to illustrate how we can go through this process and
implement The Magic Lantern Technique for that kind of business.
We start by thinking about where this person is right now. Where are they in
their journey?
Draw out a timeline.
On one end of the timeline, draw your prospect.
One the other end, draw a symbol that represents their desired
outcome.
Map out 4 or 5 milestones necessary for your prospect to reach their
desired outcome.
Think about your prospect as if they were someone you want to do
incredibly right by (that’s how you should be thinking about your
customers in any case!).
Create a piece of content that gives them a result.
Create another piece of content that gives them another result.
Create another piece of content that gives them another result.

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As we give them their advanced results, we move them closer to
their desired outcome, and simultaneously build goodwill and trust,
whilst reducing scepticism.

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The Magic Lantern Technique
Let’s say our PR consultant’s dream buyer is a person (or organisation) who
wants press coverage but isn’t getting any. No one knows about them. They
don’t have any logos to add to their website or credibility touch points, and
they haven’t been mentioned in the press. They’re totally unknown. So we
ask ourselves, where does this person want to go? What does their desired
end state look like?
If I hazard a guess, it would be someplace where they’re getting lots of
press, right? They would be really happy if they were featured in all the top
blogs and being interviewed on podcasts. They’re on Forbes and
Entrepreneur.com, and lots of different business and media sites. There’s

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buzz happening around their brand. They’re getting attention and press.
Everyone knows about them. They’ve got logos to add to their website.
And so that’s where they want to go – it’s their desired end outcome.
So, The PR consultant has used a High-Value Content Offer to target their
dream buyer - people who want to get press. They’ve identified where they
are and where they want to go. The next step is to map out the required
steps they’re going to have to take to get there.
Note, it’s never in one leap; it’s always a series of steps that someone will
need to take. For this example, let’s map out four different steps required
for them to reach their desired outcome.
At this stage, we’ve got them to raise their hand with an HVCO as being
someone who is interested in what the PR consultant is selling. Someone
who would identify with and download an HVCO is someone who is in a
less desirable ‘before’ state and wants the benefits promised by the HVCO.
We’re going to provide them some value in advance that’s really going to
take them, one step at a time, closer to where they want to go.