“Communicate With Impact Or Don’t Communicate At All.” Jay Abraham
It’s Lewis LaLanne aka Nerd #2.
Today’s free notes are gonna show you the exact way to get directly to what your perfect prospect wants in your marketing messages.
As you’re reading these notes you’ll see why this is important, examples of how it’s applied to other businesses and you’ll see the action steps you can use RIGHT NOW to help you make sure you’re completely in sync with the people who can give the most money.
Let’s dive in…
“What are all these people trying to accomplish?” “what’s in common?” i.e. maybe business people who are also interested in spirituality THUS you may ask “hmm are there any online communities where business people into spirituality share enlightened business concepts?”
Figuring out who these people are you may stumble across that and ask “how do we communicate with impact so that when one of those people sees our community or website ‘this is for business people who are also into spirituality’ and they go ‘oooh interesting that’s kind of the group I want to be in’.
Then you go in and figure out people who are business people who are also enlightened spiritual oriented people what are their needs, fears, irrational desires, motives, problems they’re trying to solve and then base your community on addressing those top 3 or 5 hard driving emotional needs and focus on narrowly what they’re trying to accomplish so when they show up you can show them exactly what they’re looking to get, you have to know the specific needs of the people by asking them.
Find out what the “end” is after the alleviation from pain (i.e. spend more time with kids or more success at work), and then say “Here’s the experience, you do this 3 minute exercise, if you’ve got neck and shoulder lower back joints, that can be solved” – you say those 3 things and then do the exercise – then you say “if you come spend 60 minutes with me a trained practitioner I will reduce 60-70% of the tension and pain in your trouble spot which will allow you to then go to the thing you’re trying to do, give me a call I’d like to give you a free consultation”
…NOW WE’RE COMMUNICATING
“I’m going to do an exercise with you, it’s going to take 3 minutes, and you’re going to experience a level of stress reduction or tension release you’ll be able to feel – watch this” then at the end say the things above “and by the way if you neck and back pain shoulder pain joint pain, I’d like you to give me a call, I’d like to work with you for 60 mins, I can reduce it by 60-70%, if I don’t I’ll give you all your money back”
THAT’S YOUR MARKETING RIGHT THERE.
“Do this 3 minute exercise, and relieve your tension, your back tension, your knee tension IMMEDIATELY” RIGHT THERE that’s what it should say. Then underneath it, it should give the exercise (free line), tell them or show them in video how to do it, then it should say “if that worked for you and I’m sure that it did because I’ve done this with 1000’s of people all over the world” or whaever “then what I’d like to do is talk to you over the phone, I’d like to spend 60 minutes with you and I can reduce your neck and shoulder pain, your back pain or your knee pain up to 60-70%, I’ll guarantee 70% reduction in the pain by the time you leave in 60 minutes…call me”
THAT’S COMMUNICATING WITH IMPACT. THAT’S LETTING THEM KNOW RIGHT UP FRONT YOU HAVE WHAT THEY NEED.
ASK: “What’s the result I will get or the benefit or the pain I’ll be relieved from after watching just that DVD?”
Answer: Spine and Pelvis tension
ASK: “What is the problem that I, as the needer of that, am experiencing right now? what am I feeling in my body?”
Answer: Lower back pain, Neck pain
ASK: “What are my emotions I’m feeling?”
Answer: Frustrated, angry, confused, don’t know which way to turn
ASK: “What am I going to be able to do better in my life that I’m prevented from doing because of it?”
Answer: USE ONE OF THOSE AS THE FOUNDATION FOR NAMING THE PRODUCT…so instead of it being about ‘phase 8’ and ‘ortho bionomy’…it’s about “relieving the stress in your neck and spine so you can get to the thing you want to do”, you’ll get further there…it’s got to be obvious to me immediately – it might be a picture of red bolts coming from some guys joints with a huge pain on his face and then another below it with cool soothing water and an ‘aaah’ expression on their face with the title “60 minutes from this to this” THAT’S WHAT YOU’RE TRYING TO COMMUNICATE. Don’t leave it ambiguous for the customer to figure out on their own and be too whatever.
(sidenote: IT’S ALGORITHMIC: JUST PUT IN YOUR OWN SHIT IN AT THE TOP OF THE ABOVE PROCESS TO GET YOUR OWN ANSWER)
People that go from bad to good, people that are good and want to go beyond
Find 3 to 5 hot buttons, get them out there immediately and keep hammering them over and over and over
Wellness system -> ADD VS FLIPPING IT MORE POWERFULLY
ADD -> Wellness system
One is ‘here’s my snake oil and it also does this vs the other way specifically stating for
ADD and gives the solution
POWERFUL COMMUNICATION: “You got a huge problem and I understand that problem, and I understand it because I had it or I experienced it, and I’m here to tell you something – It’s not your fault”
“New developments, new research in neuroscience have discovered that brain chemistry is responsible for ADD, ADHD, anxiety, depression, insomia (whatever the main ones are) and if you have one of these things, if you experience the symptoms of one of these things and you haven’t been able to fix it using traditional methods and you’d like to get it done fast, inexpensive, with a high probability of results, you need to listen what we have to say” ->
IS THIS FOCUSED ON THE CUSTOMER? Yes. Do not talk with a focus on you. When you look at it do you go “Oh That’s Me The Customer” Or “Oh That’s Me The Business Owner” first gut reaction.
Do not say things that are relevant to any human, any where on earth, any time they have ever lived, on every emotion…FROM YOUR PERSPECTIVE AS A BUSINESS OWNER, you’re talking to one person in particular, but your headlines are often talking to everyone.
So if you say “The anxiety level that makes you feel like an animal in a cage is real” -> NOW you’re talking to me IF I HAVE ANXIETY when you say “what you feel is real” -> you’re literally talking to everybody
AND THE MORE GENERAL, THE MORE YOU LOSE POWER.
Ask: “IS THIS MARKETING DOCUMENT ABOUT THE CUSTOMER, AND WHEN THEY SEE IT THEY FEEL ‘OH THIS IS ABOUT ME?’, OR IS IT ABOUT YOU/PAM/ANYTHING ELSE?”
What if you made your communication a PERSONAL LETTER from a friend with a friendly picture with a subtitle below the picture “creator of cryogenics system” or whatever, and then headline in quotes “How I discovered the secret to curing my ___(depression, anxiety, and ADD)____ using cutting edge neuroscience and brain chemistry”
And then, you tell your story right there, and then after your story it says “and I’ve developed a simple little methodology here, and what I’d like you to do is” – and you could go one of a few ways – “answer this 10 question survey to see whether or not our process might work for you” or “enter your name and email and download a free report here, I’ve got a free 10 page report that explains how you can change your brain chemistry” capture leads – and then build rapport on follow up that way
On a silver platter advantage: She had the problem, she was trying to solve it, she couldn’t figure it out, she invented a new of doing it based on cutting edge science and research, THEN she created a system other people could use … and they should know that the second they look at the page “I’m in the right place, you’re talking to my hot buttons, there’s a connection where I feel like a real person is talking to me, and it’s coming across that she has the secrets and she wants to help me”
When you tell people stories, their logical rational judgmental argumentative side of their brain goes into suspension and they become open and they just let all the information in and they make a movie of what you’re saying, humans know to do that, so we say “let me tell you a story” everyone just stops and listens up and it must be true cause it’s a story
…start with “YOU, you’re my prospect, I’ve got what you need, give me some money and I’ll fix it for you” – AND IF YOU CAN’T MAKE IT WORK CRASSLY LIKE THAT, TRYING TO USE MORE SUBTLE STUFF IS OFTEN HARD TO MAKE IT BETTER (I.E. Eisenbergs Persuasion Architecture Methodology)
“As a customer is this talking about me? or the business and the business owner?”
“Does it say to me, the customer, ‘I have arrived in the right place now’?”
“Just by looking at it, do you know what to look at?”
“Do I feel like I’m in the right place?”
“Does it sound like it was written to get the prospect what they want/result the prospect might be looking for? Or does it sound like it was created to talk about the business and what it’s selling?”
“Is it more about the product/service than the result to the customer?”
“DOES IT SPEAK TO ME ABOUT THE RESULT I’M TRYING TO GET AS A CUSTOMER? (now, if all your customers come and know what they want and they read ‘hitachi h250’ and they go “OH YES! I’ve been looking for the h250 everywhere!” then good – but I don’t think they are)