Sell Like Crazy

The End Result
After answering all of these questions, write a paragraph summarising your
findings. It could look like this summary of Sally, the dream buyer for a
new app focused on environmentally-friendly mothers:
‘Sally loves spending time reading stories and getting tips from other
mums, and learning about parenthood in the Mothers of Melbourne
Facebook group. It’s a much cherished pastime of hers. Her biggest
frustration being a mother of two is simply that there is not enough hours in
the day to do everything. When she’s in research mode, the first place she
goes is Google on her iPad in the kitchen. She’s a frequent (kinda
obsessive) visitor of mummy blogs like Rockin Mama and Mamavation.
Her life-long dream is to start her own interior design business, so she can

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have a creative outlet and more ‘me time’. Last week when she was
shopping at her local farmers market and browsing Instagram, an ad popped
up with an invitation to download a new app for environmentally-friendly
cleaning products’.
The end result is a much deeper, more intimate understanding of where and
how to reach your dream buyers, and how to speak to them. The
compounding result will cause massive breakthroughs that geometrically
grow your business and allow you to dominate your market.
Defining your target market is one of the hardest parts of starting a
business. The good news is that once you do it, everything else will quickly
start falling into place. You just have to figure out which medium to use to
effectively reach them, and which marketing strategies they respond to.
Action Points
Identify the 20% of customers who account for 80% of your sales
volume and profits, and your Power 4% of customers.
Using The Halo Strategy, identify what they struggle with.
Organise your findings.
Create your dream buyer customer.

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PHASE 2:
Create The Perfect Bait For Your
Dream Buyer

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I
’m about to describe the most unsuspecting way to outsell the most
ferocious competition in your marketplace, even when their marketing
is brilliant, their budget is huge, and their products and services are
half the price of yours.
I’m going to show you how to create a High-Value Content Offer that sucks
in leads like a vacuum cleaner on steroids!
With the insights gained in Phase 1, your next move is to create the most
irresistible bait for your dream buyer. In this chapter, I will help you
identify the prospects who are interested in what you’re selling but who
want more information, which you’re going to give to them. This way,
they’ll have more of what they need to make an informed decision and
move up the pyramid from the research phase to the buying phase.
This allows you to generate hundreds of leads while positioning yourself as
a trusted authority almost instantly – even if nobody’s heard of you!
As an example, we’ll take a homebuilding company because it’s easy to see
how a small shift has huge benefits.
The typical full-page new home ad has the company name at the top and
some sort of ‘SALE’ or ‘DISPLAY HOMES NOW OPEN’ headline
predominantly placed.
It’s exactly the same as all the other homebuilders taking up all the other
advertisement pages. They’re practically leaving it to random chance to
compete for their share of that 3% of people who are buying now. Now
imagine the ad began with this headline:
WARNING: Do Not Buy A New House Before Reading This Shocking
Free Report…
What You Don’t Know About Building A New House That Could
Cost You Tens-Of-Thousands Of Dollars And Threaten The
Financial Livelihood Of Your Family

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11 Things No Homebuilder Would Dare Tell You Before Taking A
Deposit (Number 5 Could Cost You $100,000S)
6 Fatal Traps Of Buying A New Home Exposed! The Dirty Little
Lies No Real Estate Agent, Builder, Or Even A Buyers Advocate
Would Dare Tell You!
So many more people would be compelled to read your ad and get in touch
with you for your free report, right?
If you present information that reads like a public service announcement,
you’re guaranteed to stand out from the crowd in a huge way. Ads like this
incentivise prospects, drawing them towards you with the promise of value
and, importantly, no sales pitch.
The valuable information you’re offering here is called a High-Value