Sell Like Crazy

Step Two
Now let’s put together a video called ‘The 11 Things Never to Say to a
Social Influencer’. Bang! Now we’re moving!
They will be reaching out to influencers and starting to try and get featured
in blogs and other platforms.
You can position it like this:
‘You know that influencers are constantly getting pitched by start-ups and
businesses that want to be featured on blogs and all that kind of stuff;
they’re getting hammered all the time, and these are the things that they
hate. This is how they hate to be spoken to. This is how everybody
approaches them, and these are the things that you never want to say to
them’.
So, we’re not saying at this stage, ‘This is what you should say’, we’re
saying, ‘This is what you don’t want to say’. We’re providing value, letting

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them know how the PR business works and giving them some ideas they
probably would never have thought of. Basically, we’re making them more
informed and moving them further down that line.
Again, what we’ve done is move them one step closer to their desired
outcome, and as we do that again, the scepticism is going down as we
continue to provide more value, trust levels and desire increase. Do you see
how this is really radically different from what everyone else is doing?
Now, stop and think about the person going through this process.
At this point they’ve downloaded your HVCO. You’ve hit them with a cool
and valuable piece of information. They’ve done an audit for their social
media channels. Then you’ve given them a video that tells them the things
not to say to an influencer, and they’re like, ‘Wow, this is just awesome!

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This person (you) just provided me all this value, and they haven’t even
tried to sell me anything. They’re literally just dishing out value, without
asking me for anything’.
Ok, let’s keep moving! The way these videos are designed is that 80% is
value and content and 20% is a pitch at the end where you say:
‘If you’re enjoying this content and this whole process, then you’ll want to
know that I’ve put some time aside on my calendar for you to schedule a
call’, and simply insert your Godfather Offer here.
If you’re a PR consultant, your Godfather Offer might be a 12-Month PR
Blitz Blueprint of exactly what you can offer. You might also add in what
those press milestones would look like over the next 12 months in a
calendar format.
We’re using our Godfather Offer like an ethical bribe to invite people to
speak with us. And what happens next is almost magical!
Instead of cold-calling or begging your friends and colleagues for referrals,
you’ll have people reaching out to you and booking in on your calendar…
all robotically and automated!
You can use a service like Calendly or ScheduleOnce where you can prefill
your availability and block out times that you’re unavailable. And let me
tell you, these are the hottest leads that you will ever get.
Because all you’ve done is provided value to them, and you’ve already
proven that you’re unlike everybody else, so their scepticism has already
decreased. So they’re going to reach out to you and book in a time on your
calendar when they’re ready, willing, and able to do business with you.
Usually when someone downloads a piece of content online, they then start
receiving calls, with people hammering them with the hard sell, asking
them to buy straight away.
They’re doing the equivalent of walking into a bar and asking someone to
marry them straight up cold. But not us, no. This process is radically

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different from that.
Let’s keep rolling.
At this stage we’ve provided them with two valuable pieces of content and
they’re moving towards their outcome. Let them sit for a day or two at each
step, making them really hungry for that next piece of content. Remember,
you always want to hint in your emails that there’s something else coming.
Like, ‘You thought this was great, wait till you see what I’ve got to show
you in the next two to three days’. This makes them eager to open up all
your emails and see what treasure is inside.
Usually when you get an email from someone that’s marketing related, you
delete it, often without even opening it. However, with The Magic Lantern
Technique you’re making people eager to receive your emails, and that’s a
very, very powerful thing.
At this stage we think, ‘Okay. What’s the next step we need to implement to
move them one step closer to where they want to go?