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Step Three
We’ve already told them ‘The 11 Things Not to Say to an Influencer’. A
great next step at this stage might be an outreach template to pitch
influencers. We can dress that up and make it really sexy, something like,
‘Our Five-Step System for Getting Featured on Tech Crunch, Entrepreneur,
and Forbes in 30 Days or Less’, and give them an outreach template they
can use to contact influences and start getting featured on blogs.
Again, we’ve moved our prospect one step closer to their desired outcome
and by doing this we’ve also lowered their scepticism and simultaneously
increased their trust and desire to do business with us.
At this stage our prospect is saying, ‘Shut up and take my money!’ This
really is a strategy to get prospects banging down your door to do business
with you. Making them jump through all types of hoops and even refusing
to sell to them straight out of the gate drives them wild!
Remember, our goal is to keep moving that prospect towards their desired
end state by giving them value in advance for free. And at this stage people
will want you to start pitching them… But we won’t be doing this just yet.
Don’t worry, I know what you might be thinking…’Wow, Sabri, I’m not just
going to give out all my services for free’, and that’s not what I’m asking
you to do. Yes, there will be a percentage of people who go through this
process and will get great results, and might want to just do it themselves
without paying you a penny, and that’s fine! All power to them. You’ll be
providing them with a whole bunch of value, and that’s going to happen in
any case, right?
But right now, today, not everybody who contacts you or asks for a proposal
buys from you, right? Of course not, because in marketing we’re only ever
counting on a very small subset of the market to actually take the desired
action we want them to. Whether that’s clicking on an ad, coming through
to our landing page and converting into a lead or sale, booking an
appointment, or a prospect becoming a paying client. It’s always going to
be a small percentage of people who actually do that thing you want them
to do.
That’s how business works, and it’s what we count on as marketers. With
all the people who don’t do what we want to do, typically, everyone else is
just hammering these guys with the usual horse shit – Buy! Buy! Buy! Cold
hard sales messages, over and over again.
They’re not building any value in their marketplace. By going through this
process, we’re increasing the total percentage of people taking the desired
action we want them to, which is the end game and results in mucho dinero
in your pocket.
And when I say it increases the amount of people that buy, I mean it
dramatically increases sales!
Because this process is the easiest way I have ever discovered to become a
master of persuasion, this simple approach will make you one of the most
persuasive people on the planet, no matter what field you’re in. This is the
‘master secret’ of knowing how to persuade almost anyone to do almost
anything.
Remember, because you’re going through this whole process, all the people
who don’t buy straight away are going to stay on your list. They’re not
going to unsubscribe because of all the value you’ve provided, and you’ll
create a lot of brand equity, trust, value, and goodwill within your
marketplace, which is just so different to how everybody else is marketing
themselves; and when you do that, they might not be ready to buy right
now, but when they are ready, who do you think they’re going to go to?
You!
In addition, the customers you really want are not going to have the time to
do all this, right? Even though you’re giving them all the tools, they’re not
going to have four hours a day to work on the public relations for their
business. At this stage, we’re just proving to them that we can really help
them, whether it’s today or tomorrow. By giving them real value in
advance, we reduce their scepticism and increase their trust and desire to
work with us.
So let’s take a look at where we are. They’ve raised their hand with a
HVCO, then they’ve downloaded the 12-Step Social Media Audit from
there, then we’ve hit them with the video of ‘The 11 Things Never to Say to
an Influencer’. They’ve gone through and gobbled up that content.
Then, after we’ve told them what not to say, we’ve actually given them a
blogger outreach template, which they can use straight away to reach out to
influencers at Forbes and Tech Crunch or wherever they want to get
featured. By this stage, they might have received some results and said to
themselves, ‘This is just incredible. This is so cool! I’m getting all this
value. Their strategies work. I believe this person can indeed help me!’
Their scepticism is almost gone – and then we offer them one more piece of
value.
It’s important that all of these steps feed into the big picture. You don’t want
to be talking about an outreach template before they’ve got these other
things in order. It’s a gradual progression to get them to that desired end
outcome. You don’t want to lead with the biggest thing that’s closest to their
desired outcome, because that doesn’t make sense in the chronological
order of the steps.
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