Sell Like Crazy

Timeless Formula #1
X ways to achieve [Desirable Thing] without doing [Undesirable Thing]
Example:
6 Ways to Get Washboard Abs Without Doing a Single Sit -Up
Timeless Formula #2
[Do Difficult Thing] in [Specific Period of Time] Even if [Shortcomings]
Example:
Pay Off Your Mortgage in 7 Years Even if You Have a Modest Income
Timeless Formula #3
Achieve [Desirable Thing] like [An Expert] Even Without [Something
Expected]
Example:
Paint Masterpieces Like Picasso Without Ever Having a Single Lesson!
Timeless Formula #4
How to Eliminate [Biggest Problem] without doing [The Thing They

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Hate] Within [Specific Timeframe]
Example:
How to Eliminate Your Muffin Top Without Giving Up the Foods You Love
– Within 21 Days or Less!
These are all pretty good starting points for your HVCO title. They speak to
your prospect’s needs in a clear and concise way.
You don’t need to reinvent the wheel every time you write a new report.
However, if you can come up with a unique and memorable title, it will
suck in leads like a vacuum cleaner on steroids.
HCVO Tip #2: Make Sure Every
Point Touches A Burning Issue
Make sure every point in your HVCO touches on a burning question your
audience has. If you’re writing a report or an ebook, do this in the sub-
heads to ensure anyone just skimming it will get pulled in.
For example, if your headline is this:
‘5 Shocking Ways Internet Thieves Are Stealing Your Private Data – And
the Secrets to Protecting Your Family!’
Every point or subhead in the text needs to support this assertion. For
example, a subhead could be:
‘#1 – Think Your Password Keeps You Safe? Think Again!’
And,
‘#2 –Destructive Malware Will Fry Your Computer!’
The point is that if you make an assertion in your title or headline, you must
back it up in the text. Keep up the pressure!

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HCVO Tip #3: Keep It Simple
Start by writing a free report or ebook. There are lots of different types of
HVCOs (see below for a list), but reports and ebooks are easy to create, and
you can have one up and sucking in leads in no time. All you have to do is
write a short report (5-6 pages is plenty) and convert it into a PDF. (Don’t
let the simplicity fool you into thinking they’re not effective. Some of the
most popular HVCOs I’ve ever deployed were only eight pages.)
You don’t even have to write your report from scratch. You could compile
your most popular blog posts into one easy-to-digest guide, jazz it up with
basic styling, and convert it into a PDF.
Or you could interview experts on a subject, compile the answers into a
report, write an irresistible title, and away you go. (Many experts are happy
to do this as long as you provide a link back to their business).
HVCO Types
FREE Consultation
Coupons
Checklists
Cheat sheets
Quizzes
Videos
Video course
Toolkit
Calendar
Podcast
Interview

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Live demo
Tickets
Email course
Physical product
Swipe file
Infographic
Custom pricing
White paper
Ebook
T-Shirt
Industry statistics
Case study
‘How-to’ guide
PDF download
Webinar
E Course
Phone call
Assessment
Action Points
Using the comments and concerns you discovered in Phase 1,
brainstorm a HVCO you can produce to answer the questions
keeping your ideal customer up at night.
Choose your best idea and create a solid High-Value Content Offer
(a free report, video or cheat sheet, etc.) that gets your dream buyer
to raise their hands and identify themselves as being interested in

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what you’re selling. The content and title of this HVCO should
address the #1 most common ‘hair on fire’ question or concern your
market is having and that kept coming up from your research. The
HVCO should be positioned to solve that problem or answer that
question.
Ensure your copy contains a bold headline and a strong call to
action.
Speak to your audience in the same language as the questions
they’re asking.
Don’t be afraid to directly address how your products and services
fill the gap.
When you connect with your audience this way, you’ll resonate on a far
more influential level. In fact, your customers will feel as if your products
or services are tailored specifically for their exact needs and desires,
making this the most effective way to grow your business.

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PHASE 3:
Capture Leads And Get Contact
Details

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T
his is where I see 99% of businesses getting it wrong. They
approach their prospects like an army would attack a walled city -
with a full frontal assault. They send traffic straight to a landing
page, or even worse, their homepage, and attempt to go straight for the sale
and pray they’ll make a profit.
They simply disregard all the necessary steps that take place to turn a
stranger into a satisfied, paying client. They are far too eager to make a
sales pitch. They make the wrong assumption and treat everybody in their
market as if they’re already eager to buy.
No wining, no dining... nothing! They are doing the equivalent of walking
into a bar and asking a stranger to marry them!
As discussed already, we must follow a proven process in order to turn
strangers into high-paying clients; and the next step in this process is to get
them to ‘opt-in’.
Yes, the single purpose of the opt-in page is just that: to get people to give
you their contact details in exchange for what it is you’re ‘selling’, typically
a HVCO.
‘Selling’ in quotes is not a typo. I use the term ‘selling’ even though you
will be giving this away for free. Why? Well, this is the very first
transaction that takes place between you and your prospect. While there
may be no exchange of money, the currency in which they’re paying for this
piece of information consists of their name and email address. And you
must wow them. If you’re simply handing them a crappy promotional
report about how great your products and services are, you’ll lose all trust
and will be pedalling uphill from the very beginning.
Just because you’re not collecting cash for your free report doesn’t mean
you shouldn’t make it the type of quality someone would happily pay
money for. The information you’re giving away on your opt-in page must
be so good that it leaves your prospects saying, ‘If they’re giving away such

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valuable content for free, imagine what their paid products and services are
like!’
So, what should you put on an opt-in page to make it so irresistible and
bursting with so much intrigue that it practically forces visitors to quickly
cough up their contact details in exchange for what you’re offering?
Well, the good news is that we’ve already done the heavy lifting when we
completed the Halo Strategy and uncovered your market’s deepest pains,
fears, hopes and dreams. This is where you can use this information to hit
your prospects’ hot buttons to motivate them to opt-in for your HVCO.
Everything You Need To Create A
Killer Opt-In Page
When building your opt-in page, you should include these elements:
A headline that grabs your reader by the throat.
A subheadline that restates your offer and what they’re getting.
Ultra-compelling fascination bullets: Short and punchy explanation
of how the content is going to help your prospect and make sure
they’re oozing with intrigue.
A visual representation of what they’re getting – a free report, cheat
sheet, etc.
A basic form for people to enter their name and email to access the
content.

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