Welcome to the Filthy Offers. This training will be suitable for you: If you are somebody who wants to convert more sales from your ads and content. Or if you want to improve your conversions in zooms and webinars.
Maybe in your landing pages you want to make the offer in a way that sizzles but in a way that doesn’t make the prospect feel uncomfortable. You want to make the customer buy but have the customer actually feel happy about the purchase.
Maybe you clam up with anxiety….or delay and deliberately avoid writing a better sales copy because you have a slight hang up around “the salesy stuff”.
What you need to take away from this, is that this very easy blueprint can totally flip the script of how you sell and also how much you convert prospects into actual sales.
It’s also a heap of fun both for you and your prospects.
You should feel a great deal of hope and excitement because you have something in your corner that will make your job a lot easier.
People pretend they hate being sold stuff….if that was true why are they always buying stuff. People love being sold and they love buying. I mean civilization runs on that fact. Science is powered by Industry and Industry is powered by selling. If people hated buying things, we would still be throwing spears.
What people don’t like is being sold poorly. They dread being pressured and they dread buying things that they actually don’t want. Unfortunately most sales people really do not know what they are doing, so many sales experiences are very unpleasant for the buyer.
This can negatively affect us, as a marketer.
Because we know that people sometimes get angry or upset when being “sold” something.
This makes us “gun shy”. We can become less assertive as we walk on eggshells around the prospect. We are so afraid of being a “pushy” salesperson that we become completely ineffective.
Selling when done right is a wonderful experience for everyone involved. After all, we agree that people love to buy. With “good selling”, we help the buyer do what they love doing.
The problem comes from “anxious selling”. When the sales person is anxious and unsure about what they should do, it creates a very negative buyer experience. When a salesperson has an effective blueprint like “Filthy Pitching”, all of that anxiety just melts away.
The path forward is simple…
1) Reboot The Mindset
I can almost guarantee that you have some “hangups” about selling. It’s completely natural and expected. We need to flush these negative preconceptions away. That kind of “baggage” is counter productive. So we will fix your mindset first.
2) Word Tracks & Templates
The fastest way for you to improve is to get your hands on some examples and cheat sheets that you can quickly use. I will be providing that shortly.
Part 1 – Be “Fit” To Close
Let’s compare selling to sports. If you had a big game like a playoff or final…would you prepare?
Or would you just “wing it”?
You would prepare of course! If you didn’t you would more than likely put in a terrible performance.
Each selling opportunity is like a play off game! So you need to be prepared.
I mentioned earlier that you will no doubt have some negative perceptions around “selling”.
This will leak into your performance and the prospect will sense it. You will still make some sales, but you will be losing some also. This is unnecessary and fixable. We will talk about how later.
Earn Your Right To Pitch
This is a fundamental error that most of us make in the beginning. If we pitch our offer early, we will repulse the prospect and make them very uncomfortable.
This is easy to fix….we just give the prospect something first.
Can you guess what we give them?
We put the pitch in our back pocket and focus on providing valuable information that will help the prospect deal with a problem that they have. After we have helped them, only then do we have the right to pitch them. The best part? The prospect will be much more receptive, if we do it that way.
Pre-emptive Objection Handling
Objections are reasons for avoiding buying. If objections are not resolved, the prospective sale is lost. If objections are handled on the spot, during the sales process, then the sale is likely to continue towards the close.
Imagine if you knew all of the possible objections before coming into contact with prospects? You would be able to effortlessly handle objectives and never get “tripped up”.
In reality, It’s easy to do, with just a couple of minutes of research. We will cover that next.
Fear Of Selling
The biggest “selling” fear is that we will upset our prospects somehow. The biggest fear of all is that we will cause someone to become angry.. Whilst it’s certainly true that this can happen, it is also true that it can be easily avoided.
Let’s unpack the anger response. It can only be two things.
1) The prospect is having a bad day or perhaps has some psychological stress or problems.
2) We “pitched” our offer much too early
So we can forget about reason number 1. Some people get angry every day and it has nothing to do with the people around them, least of all you the internet marketer. So that’s a relief.
The second reason for a negative response can be easily fixed.
We need to earn the right to pitch to the prospect. Anything else would be disrespectful.
Pitching your offer too early is like proposing marriage on the first date.
What we need to establish is TRUST.
The fastest way to establish trust is by providing VALUE to the prospect.
This is really why people are bad at closing sales, they are simply scared of anger and rejection.
For some people this fear gets compounded by the nature of social media and the internet. The fear of getting negative reviews or being “trolled” is a significant one. We all have heard stories about overzealous people going viral by their behavior and subsequently being ruined shortly after.
This causes what I call the “Inoffensive Paralysis”, where we take the easy way out. We decide that we will just be “nice” and see if that makes us money. The problem with that is that we are subliminally broadcasting that we are weak, and not worth listening to.
Remember that deep down, people really want to be “sold” to. They are just a little bit picky about who they give their money to. Being nice, just won’t cut it.
In another course (the Active Strategy Plans), I talk about “leaving a mark”. People will pay attention if you “slap” them in the face with your offer. By being assertive and even a little over the top, you will stand out to some people. You may lose some, but some people will become highly engaged by your offer.
I know what you are thinking!
“If I am strong and assertive with my offer, how do I prevent the prospect from getting angry.”
The antidote to prospect anger is value. We ask not, we give. We solve one of the prospect’s problems with our content and we do it for free.
Whilst doing this we are also nice, friendly, available and fully engaged to the prospect.
The other aspect to mindset when selling online is haters. The first thing that you need to know, is that if you are making progress, eventually you will be targeted by haters to some degree. I want you to know that this is normal and to be expected. In fact haters are like signposts to success. It means you are getting close to breaking through.
That is all fine and well. Sticks and stones may break my bones etc, but haters do sting a little bit especially in the beginning. I just wanted to acknowledged that, because I admit being caught by surprise when it first happened to me. Especially when you are deep in the grind and already stressed out!
The good news is that haters are easily dealt with:
1) Fix – Sometimes a hater will say something semi constructive. Ie “Your boring videos are putting me to sleep, dumb ass!” In the past, my videos were too long. When I got this comment, I started to be more concise with my videos
2) Block & Ignore – Personal attacks are to be ignored. Just block and NEVER respond or argue back!
Haters are inevitable. Quickly deal with them and move on.
If you have it in your heart to help people, this will not be much of an issue. Just be nice, but when it’s time, sell hard!
Do not be ruled by fear. Do not let the haters stop you!
Would you let a stranger on the internet take food out of your child’s mouth?
Whenever you feel challenged by fear, haters or some other obstacle, take it as a challenge!
Like a threat to the well being of your family. When you frame it in those terms, you will learn to crush your fears, instantly. I hope I have made myself clear!
That is exactly what you are doing if you let fear stop you from proceeding in online marketing.
The fact is that you cannot please everyone, nor should you try. Some people are miserable, hostile and negative. Some people think online marketers are scammers and scumbags. Don’t waste your breath on those people. In fact you should be actively repelling such people. This moves me onto the next point.
Know Your Base And Sing Out To Them
We know that some people are anti-marketing, anti-business or just anti-everything. If you tried marketing to these people, you would end up blue in the face.
I mean, you could have the most incredible, life changing offer for them and it would just fall on deaf ears. These people will probably hate you regardless. Trying to be universally liked in online marketing is a sure way to get universally ignored. I think you will agree that being ignored is a bad marketing outcome.
So what should you do? Target the people who would like to be helped.
Some people love business and love the idea of making money online. They eat, sleep and dream about the stuff. That is your base. They are the only people who you should worry about. The good thing is that these people are very receptive to anything that will help them make money or build a business online. They will never hate on you, in fact quite the opposite they will love you. The one caveat is that you must provide real value to them and earn the right to pitch your offer. As long as you do that, you will get along just fine.
So How Do You Sing Out To The Right People?
I have always been fascinated by the “entertainment” aspect of professionally wrestling. It has a lot of parallels to online marketing. You see, when you think about pro wrestlers you are only thinking about successful ones like Hulk Hogan. The rest fade into obscurity.
Success in wrestling comes down to the ability to “draw” a crowd. If you are filling arenas, you have “made it” in pro wrestling. In online marketing, the same can be said if you are filling up webinars!
There are two ways for a wrestler to fill a stadium:
1) Be universally LOVED
2) Be universally HATED
This is where “heels” and “faces” come in. A heel is a very deliberate villain and antagonist to a “face” wrestler.
The job of the “heel” is to be hated by everyone who loves the “face”. If they can be successfully “hated” they will become embraced by an altogether different audience, the “face haters”.
Some fans hate the “goody two shoes” face wrestler and will be attracted to a convincingly villainous heel. The louder and more exaggerated the better!
So it’s about finding your audience by becoming a little bit louder, noticeable and even controversial.
With my blog, I worked out early on that people were more attracted to me when I was more highly opinionated. I also noticed that haters increased, but I noticed that I started to get “super fans” reaching out to me. This was a very interesting development.
When you “slap people in the face” a little bit everything gets contrasted and concentrated. Your fans increase and love you more. Your haters make some noise, which teaches you exactly who your target audience is.
I am interested in helping people achieve long term success through online marketing. I hate dishonest get rich quick schemes, Ponzi scams and just general short term bull shit that does nothing for the customers. So I want to avoid these people. I do this by being outspoken and highly opinionated on the topic. When I criticize scammy promoters, they hate me. Those that agree with me gravitate towards me and my long term legitimate process. By being a little exaggerated like a pro wrestler, I stand out from the crowd and become easily identified by the right people. They already agree with me in principle, so it’s going to be pretty straight forward when it comes to selling to them. It’s not rocket science is it!
Another aspect of the brutal honesty is that it lends credibility to what you are saying. People expect to be lied to by online marketers about “push button cash machines” and the like. Marketers push this crap because it works on inexperienced marketers. It doesn’t work on everyone though. Some people have enough experience to know that all “get rich quick” programs are complete BS. They get so used to scammy pitches that they will still buy from scammy offers, I mean it seems like there is no alternative. Every marketer that I see seems to be pushing this crap.
Imagine what happens when one of these somewhat skeptical people land on a different sort of page. For example, I might say:
“Get rich quick schemes are all BS. Internet marketing requires HARD WORK. If you are not prepared to do HARD WORK, you should LEAVE MY PAGE IMMEDIATELY!”
This is kind of offensive and will probably upset some people. The people who get upset would never have liked me anyway. The people that I am interested in are willing to work hard and they are also a little skeptical about online marketing claims.
These people are my target audience. When they see my abrupt honesty, they will be intrigued and attracted. They will trust me just enough to give me their attention. This is only superficial trust, I need to cement this trust by providing massive value next, with no sales pitch in sight preferably…..yet!
Disclose Your Agenda
This is a twist on laying down “pre-emptive objections” and came to me when I bought a house which had a major highway right next to the back fence. It had a very curious effect on me. Here is what happened…
I called the realtor about a house that I was interested in a long way back. The house seemed to fit with what I was looking for, but I did not have strong feelings either one way or the other. The realtor shocked me when he said, “Are you sure you want to view this property? You know it backs on to the highway right?”
I was confused…I mean is this guy against making a commission or what?
As I had not decided strongly yet, I decided there was no harm in viewing the property. I was still kind of interested in it.
So I meet the realtor and he takes me through the house and out to the back yard. This time he does not mention the highway.
“Hmm,what’s the big deal? Still pretty quiet even with the highway there!”, I thought to myself.
I bought the house on the spot. It ended up being a great property, but here is the thing. If the realtor had not mentioned the highway during the initial call, I can categorically tell you that I would not have bought that property.
Here is what would have happened. The moment I viewed the backyard I would have thought, “WTF, there is a highway right there, this is NO GOOD!”
I would have felt deceived by the realtor. I would have been a little angry. There would have been no deal!
When I viewed the property with full knowledge of the highway, I really dropped my sales resistance. I felt that the realtor could be trusted but I also felt he was a little too negative about the property. I felt this was unjustified so I countered his negative bias by being a little too positive about the property. So positive in fact that I bought it.
The realtor had some skills! I really enjoyed witnessing a skilled salesperson in action. I ended up loving the house too!
He knew that if I felt deceived, there would be no chance of me buying the house. He also knew that if he came on quite strong about how bad the highway was, I would be inclined to disagree and form a positive perception of the house.
So when it comes to sales pages you should disclose that you will be attempting to sell them something. I mean everybody knows when they are on a sales page. They are expecting a sales pitch. When you are open about it, it is very disarming to see such honesty. When you explain this strongly in an exaggerated manner, you will actually be priming the prospect to be much more receptive when you do actually hit them between the eyes with your sales pitch.
How To Skillfully Disclose
Here is an example of something you could put near the bottom of a sales page.
” Look, I am going to be honest with you. I really appreciate honesty and I am sure that you do too. On the video on the next page, I am going to show you all the steps required to get the results that you saw on this page. At the end of that video, I will offer you a product respectfully with full disclosure. If you think it has value, you may choose to try itI Some people really hate sales pitches…I get it. If that sounds like you…can leave as soon as the sale pitch starts. Or you could leave right now without going to the next page. It is completely up to you. “
This will have a few different effects on the prospect when they click through to see the offer:
They will feel a sense of trust.
They will have their guard down.
They will be more receptive to buying.
What this means for you. If you are in a live webinar you will feel calm and confident about delivering the sales pitch because you have full permission. Not only that, but you have license to really lay it on thick. You can deliver a very strongly worded sales pitch when you have shown honesty and disclosure up front. The best part is that your prospects will be more likely to buy at that point too. In fact you will convert some extra sales from people who would not have bought if it wasn’t for the fact that you had this unusual disclosure.
What about the people who leave?
It may seem counterintuitive to tell some people to leave your sales page. In reality, you are just filtering out the people who would never have purchased anything anyway. We are doing it for the strong effects it has on the prospects who stay! To these people you are incredibly honest and upfront and you also pack lots of value for free…simply irresistible!
Don’t forget that you must have delivered massive value up front for free first. This is an important prerequisite for all of this to happen.
Pitch After Value, Not Before
I talk often talk about the famous psychologist Robert Cialdini and his wonderful book: Influence: The Psychology Of Persuasion
In it he talks about persuasion from a psychologist’s perception, its powerful stuff and I encourage you to add it to your reading list.
Cialdini’s 6 principles of persuasion:
The two I want to talk about are Reciprocity, Authority and liking. Specifically, I want to talk about how they relate to value in online marketing.
The Principle of Reciprocity states that people hate to feel indebted to others. When you genuinely help solve a problem for somebody through content that you provided at no cost you create a debt. The prospect genuinely feels that they owe you something and if presented with the right opportunity, will be inclined to pay you back in some way. Prospects are more inclined to purchase after being provided with value up front and research indicated that this is partially down to the Principle Of Reciprocity.
The Principle Of Authority states that we tend to trust and obey those that we deem to be authority figures. We look for authority signals when we evaluate people in terms of their level of authority. These signals could be things like uniforms, qualifications or amount of followers. We also count “competence” as a sign of authority. When you meet someone who seems to really have smart ideas and seems to know what they are talking about, we tend to view them as an authority figure. When we provide value that is so much better than the usual marketing fluff that abounds in online marketing, we give off a sense of authority. The more authority we have, the more persuasive our instructions can be.
The Principle Of Liking states that the more we like someone the more we are persuaded and influenced by them. You have heard the old adage that marketers need to get people to “know, like and trust”? This is as true now as it ever was. Providing valuable content will give you so many opportunities to be liked by the prospects. You will share your fears, emotions and stories to emphasize points. Many prospects will identify with your fears, emotions and stories and will begin to like you. You will not even know that it’s happening, until the sales come in that is!
So how might this look in terms of providing value to a prospect. Well imagine that you had a prospect that was trying to make money online. His ads were pretty boring and he had no lead funnel set up, so the ads were going to a sales page. You and I know that this will deliver bad results.
So imagine this prospect gets targeted with some free content that clearly spells out how to use copywriting to effectively build a persuasive ad. Then he learns about how to include order bumps, upsells and down-sells in his checkout process. Next imagine you pitch him an offer to have all of this set up and automated. As you can imagine he would be primed and ready to accept your offer…BOOM
Preemptive Objection Handling
I gave an example of the realtor using this technique on my when I bought a house. He warned that I probably wouldn’t like the house because it had a highway behind it. He handled the objection before I even got out there and I ended up buying the house.
If objections are not focused on preemptively the prospect can fixate on them and it causes anxiety. I mean we could have the most amazing solution for them in existence at the best price but they will be thinking, “yes, but what about this and that?” Anxious people tend to opt for safety and rarely buy in that state. That is the last thing we want as online marketers.
The timing is also important here. If we try to handle objections only at the call to action closing sequence we will be much less effective. It actually comes off as cheesy. We still deal with objections at the close but we must also do it when we are leading with value up front. That is when we are strongest and at our most persuasive point.
So how might this look. Imagine you were pitching a free lead funnel webinar. In it you would provide a high value webinar which would teach prospects how to build a lead funnel. Then at the end you would pitch the offer.
So here are some possible objections to attending the webinar:
difficult to understand
ends up with no lead funnel at the end
To preemptively deal with these objections, you could use statements like this:
short bite sized chunks of information
easy to follow
at the end you will have a fully functional lead funnel that you can use copy or even develop further
The result being that as the prospect reads through to the call to action, their anxiety is reduced and they are not fixated on their objections. They are much more likely to opt in to your webinar.
Part 2 – Filthy Closing Formula
Benefits Of The Benefits
Show How Product Delivers Benefits
Call To Action
Here Is Why This Is A good and safe use of Your time and money
Burn The Time Wasters
To demonstrate the Filthy Closing Formula, I will use a fictional product, “Filthy Energy”.
1) Product Description
This brand new product is an energy tonic called Filthy Energy. This product gives you boundless “non-jittery” energy that allows you to be much more productive.
The great thing about Filthy Energy is that it increases energy, concentration and memory recall for up to 6 hours per day. All without disrupting sleep as it contains no stimulants.
This allows you to be more productive at work, getting more done in less time. It also is a great pre workout drink to help you smash through your gym session with ease. You can finally stop relying on caffeine once and for all.
4) Benefits Of The Benefits
Imagine your feelings of pride as you get all of your projects done on time with less errors. Your boss will love you. Imagine how you will feel when you realize you are no longer skipping the gym due to tiredness. Getting fitter will give you even more energy! And with no stimulants, you will be sleeping like a baby and feeling ENERGIZED!
5) Show How Product Delivers Benefits
You need to provide a believable and logical explanation of how the product delivers the benefits. If it is believable and logical then the prospect will believe our claim that we have a product that can benefit them or solve their problem.
Filthy Energy is the first USA based product to contain the Russian wonder compound Phenylpiracetam. Phenylpiracetam was developed in 1983 at the Russian Academy of Sciences to help cosmonauts cope with the stresses of working in space.
Research on animals has indicated that phenylpiracetam may have anti-amnesic, antidepressant, anticonvulsant, anxiolytic, and memory enhancement effects.
It has been found to increase accuracy and task endurance which translates to increased performance on most work related and physical tasks like exercise.
You want to make a convincing case that this product can actually deliver the benefits.
6) Call To Action
This is where we tell the prospect assertively what we want them to do next.
“If you want more productivity and less fatigue, I want to send you a bottle of Filthy Energy today. The price is just $47 for 250 Ml (A Month’s Supply) and that includes free shipping. Right below this video, you’ll see a button that says, ‘Yes, I want more productivity.’ Click it and tell me where to send your Filthy Energy. When you’ve done that, tell me how you’d like to pay for it, and I’ll send it via express post right away.”
I’m clearly and assertively instructing the buyer on what I want them to do next.
I avoid saying “buy this now”, instead, I opt for, “I want to send you a bottle of Filthy Energy today.” It seems to be a little softer whilst still being clear and assertive.
You might think that the instructions are clear and obvious up to this point. Everybody who sees this would understand that they need to click through to the check out page and enter their details. However for some reason, it works better if we really spell it out to the prospect.
So that’s what we do….spell it out clearly like this:
“Right below this video, you’ll see a button that says, ‘Yes, I want more productivity.’ Click it and tell me where to send your Filthy Energy. When you’ve done that, tell me how you’d like to pay for it, and I’ll send it via express post right away.”
Up until this point we have been building momentum and presenting a strong case for why the prospect should buy the product. Unfortunately if we stop there, the prospect will think “I will do it later, what’s the rush”.
The reality is that the prospect will cool down and even forget about the offer completely. Only a tiny percentage of buyers will return and complete the purchase.
We have them right where we want them. We just need to give them a push to get them over the line of purchase.
The push that we need is some sort of incentive that is dependent on the prospect taking the correct action (ie buying).
So let’s take a look at some of the easy ways that we can do this.
Time Contingent Discount
The price will go up in (minutes, hours or days). These work well, so you should use them but there is a big caveat. You need to make it clear that the discount is real and will definitely go away after the discount period. People are very skeptical these days and can detect a fake scarcity discount.
I usually add a line or two to prove that the discount is real and actually available for a short period of time.
My favorite thing to do is use a countdown timer, that will display a message like “This Offer Has Expired” or redirect to a different page altogether. I use a countdown timer WordPress plugin to do this. Most page builders also have this option.
You could mention that this product release is limited. If the prospect wants the product they must act now or risk losing the opportunity forever. Fear of loss can be a strong motivator. In the example we could say”.
“Filthy Energy is a limited release. The ingredients are very difficult to source and we may never get our hands on them against. We have 2 crates only of this product. Once it sells it will be gone forever.”
Challenge The Prospect
We largely view ourselves in a very positive light. We believe that deep down we possess the characteristics of a good person. We also know that deep down we have some negative tendencies that try to keep suppressed. Things like laziness or lacking commitment on certain occasions. We prefer to deny that we have any such traits. Sometimes we can challenge people and it can “trigger” them enough to take action. Sounds manipulative I know. I prefer to think of it as a tool of persuasion.
The way we could use this:
“Here’s why you should take action today to prove to yourself and your family that you’re committed to success and improvement and not just someone who talks big but takes no action.”
We can remind them of the problem or pain that we talked about early on the sales page or letter.
“Sure you can wait, you know what will happen? You will go back feeling tired, getting less work down, missing workouts and feeling terrible in general”
The fear and pain is what got them interested in your offer to begin with. It can really help to remind them of the pain right when it’s decision time.
8) Here Is Why This Is a Responsible Use of Your Time and Money
This comes right after we tell the prospect that they should “take action now”. We need to explain why they should do it now. We also want to reassure them that this purchase would be a responsible use of their time and money.
The most common way to do this would be to offer a “no questions asked” money back guarantee.
For example we could say:
“Filthy Energy comes with a 30 days of energy guarantee”. So it pays to be a little different here. People are a little bored by normal 30 day Guarantees, so you could expand it a little.
“Use Filthy Energy to get 30 days of pure untapped energy. If you think you could bear going back to life without Filthy Energy after using it for 30 days, you can send back the empty bottle for a full refund, We will even pay for shipping!”
You want to stand out a little bit, get their attention and go a little further to put the prospect at ease.
In the above example the prospect will be thinking, ” hmm this must be good, they don’t even care if I send back the bottle empty, plus they pay postage!”
9) Burn The Time Wasters
A lot of prospects are what I call “gonnas”. They are “Gonna do this” Or “Gonna do that. They buy things but never take action and never will. They buy products, never take action and then lose interest. Then they land on another exciting landing page, buy the product, only to fail to take action again.
These people not only exist, they are in fact the majority. Most top affiliates earn great money selling hyped up garbage to these people, knowing that they were never going to take action anyway.
If you are a value focused marketer, maybe you want to screen these people out?
Even worse are the freeloaders who buy only to request a refund a few minutes later. They think they really want a product and have a “foolproof” way of getting it for free. They think that because it’s a digital product, there is nothing to return and they keep the product forever. In fact what happens is they go chasing the next exciting product, buy it, get a refund and take no action all over again.
If you confront these people right there on the sales page, it has two powerful effects:
It eliminates some of the people that you don’t want
It engages the right people and makes them more decisive in taking action. (They hate freeloaders too, so they take a more committed action to distance themselves from such people)