Sell Like Crazy

Step One
Create a piece of content around a 12-step social media audit. This could be
a checklist, a PDF, or a swipe file – whatever you prefer.
Typically, I find video content really powerful, and you don’t need to get all
fancy with the production; you can just shoot it with your iPhone. It’s the
value of the content in the video, not the quality of the video, that’s most
important.
In this instance, let’s create a checklist that our dream buyer can use to audit
their own social media presence. They can use it to make sure that from the
point of view of a social media presence, their affairs are in order. In this
way, if a journalist or influencer were to check them out and do a bit of
digging around, they’d be sure that everything looked just the way it
should, and they came across as a credible business deserving of attention.

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So, that’s what we’re going to give them! This will allow them to go ahead
and implement it, and then start seeing some results; or at the very least,
they’ll start feeling good about themselves because they’re now moving
towards where they want to be.
Taking this person from where they are right now, we’ve moved them one
step closer to where they want to go, and throughout this process we’ve
increased trust and reduced scepticism. As I’ve mentioned, scepticism is
rampant, and that’s largely caused by the internet, as it’s dramatically
lowered the barriers to entry for businesses and ‘experts’ to get out there
and start marketing themselves. Thus, there are a lot of people with a
website or blog who are touting themselves as ‘experts’.
Understand that once your prospect has downloaded your High-Value
Content Offer, they’ll still have a high level of scepticism at this point. It

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would have lowered a little bit, because you’ve provided them some value,
but it’s still high. Throughout this process we’re trying to lower that
scepticism whilst simultaneously increasing our status as an authority in
this space and building trust, so they believe what we’re saying. When we
start this process, you can see that the scepticism is high, and as we provide
value at each step along the way, we’re lowering their scepticism and at the
same time increasing their trust and desire to do business with us.
Now we’ve moved this person one step closer to their desired outcome.
Once they’ve done the audit they’ll be saying, ‘Oh, wow, this is awesome.
This is really cool. What’s the next step? What do I do next?’
And this is exactly what we want their reaction to be. We’ll be using an
email sequence to drip feed this information to them after they download
the HVCO.
So what does that next step look like, and how do we really get them one
step closer towards getting the press coverage they desire?