SFR 204: The Death Of Stephen...

 
"sales letter" "then vs now" "get out of your own way" the attractive character

 

Ironically, the only real way to "know thyself", is to continually "sculpt thyself"...

...Don’t worry, I’m still here.

 

I did kinda die, but only in a metaphorical way so that I could birth my attractive character - and create a then vs now sales letter story to sell my upcoming Mastermind with James Smiley and Rachel Pederson.

Here’s how I announced my death on Facebook:

 

… it was an attention-grabbing way to tell my audience about the Mastermind that’s gonna be happening the day before Funnel Hacking Live on Feb,18th in Nashville, Tennessee.

 

I didn’t just blast an email out to everybody saying, “Hey, I’ve got this mastermind. You wanna come? Click the link."

 

...Because that's the easiest way to promote like an idiot. It’s annoying and not at all entertaining.

 

Selling is much show business as it is anything else.

 

When I see somebody promoting their stuff by saying; ”Here's the link, Just buy. Click, click, click, click, click!” I don't want to buy. I HATE that crap.

If I don't see that from somebody it makes me wanna buy without even knowing what it is  - because they get it.

I get asked all the time, "Stephen, what's the one thing people can focus on to be a good funnel builder?"  My answer is always: “TELL STORIES.”

Quite often it doesn’t sink in, and they ask again, "No, no, no. I mean funnel building. I'm talking about ClickFunnels editor stuff!"  I'm like, "Yeah, storytelling..."

 

 

I'm telling you right now. the editor is so freaking easy. If you can't sort the editor out, you probably shouldn't be on the internet.

The ClickFunnels editor is so simple. That's NOT where people struggle. Take it from the dude who’s coached thousands of people in this.

People don't struggle with funnels because of ClickFunnels. People struggle with funnels because they have no idea how to sell and they have no idea what makes a sale happen...

HOW TO LOSE A SALE

The day after OfferMind, I had a cool opportunity to train the new speaker team for ClickFunnels.

The biggest thing I helped them realize was that the thing that will screw your chances of a sale up is believing that the sale depends on how well you know ClickFunnels; what it integrates with and all the features.

 

The quickest way to NO SALES.

If you’re mentioning your product a lot, my guess is that you're focusing on the features of your product. #You’re selling with the wrong script. In fact, you're probably not using a script.

People will fight you on features, so instead, you need to cause an emotional epiphany in your potential buyer's brain.

So now, I want you to start thinking about what you're doing when you sell... "Do you actually know what causes the sale? And can you craft a sales letter that helps you to close your sale instead of hindering it?"

 

One thing you’ll notice as I go through my sales letter is how little I actually mention the actual mastermind.

I don’t talk about:

 

• Who’s speaking first

 

• How long they're gonna talk

 

• Scheduling

 

• The time of the event

 

• The exact location

 

 

....because the sale always happens without too much focus on the actual product.

GET OUT OF YOUR OWN WAY

If you guys are ever in a pinch and have to write a script fast, then the script that I followed was the "then vs now theme."  It took me about two hours to write my story - which is pretty standard if you're gonna cover all the stuff...

Honestly, there are some things I would change, but it's good enough. And it's good enough because I used the Epiphany Bridge script.

 

I want you to understand that making money has nothing to do with how well you know the thing you're selling. It has everything to do with the script itself and the emotional connection it creates.

 

The sales message is where you make the money.

 

I love the webinar script... I use it for all kinds of selling.

 

There's a crucial part right at the beginning of the webinar script which I call the two introductions:

First of all, we need to introduce the subject, and then you need to introduce yourself as the speaker.

 

These introductions are NOT always:

 

• At the beginning

 

• Together

 

• In the same order

 

But, at some point, you have to say:

 

1. "Hey, this is who I am."  

 

 

• “This is the topic.”

 

Every once in a while I've seen scripts where people combine the two introductions - and that’s totally fine.

 

After you’ve done the two introductions, you can use the “then vs now” method. It's one of my favorite themes inside of any sales scri...