GOD MODE: How to Sell Anything to Anyone — Transcript

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1. 0:00this is how to go from beginner to God
2. 0:02mode marketer it is Bar None the
3. 0:04question that I get asked more
4. 0:06frequently than any other sub how do I
5. 0:09go from complete beginner to expert
6. 0:11marketer well there are just five steps
7. 0:14and the last one is absolute nightmare
8. 0:18mode but the first step takes me to
9. 0:21where I started my career it was my
10. 0:23first job in sales IID never read a
11. 0:26sales book I didn't know my ass from my
12. 0:28elbow and I walked into this group
13. 0:30interview and there was 30 people the
14. 0:32founder of the company walked around the
15. 0:34room and handed us each a Sal script
16. 0:36then we're going to go around the room
17. 0:37and everybody's going to read the script
18. 0:39so we broke off into pairs of two and
19. 0:42then he said okay go everyone started to
20. 0:44read the pitch after everyone had
21. 0:46completed the pitch and he gave the
22. 0:47feedback to every single person based on
23. 0:50how they read the script there was too
24. 0:51much upward inflection your pausing
25. 0:54wasn't right deepen your tonality a
26. 0:56little bit on this he's like I'll give
27. 0:57you another 2 minutes role play again
28. 1:00and then we're going to go around the
29. 1:01room again we did that after everyone
30. 1:03had completed he said you you you you
31. 1:06you you and you unfortunately all of you
32. 1:10guys can leave you didn't take on the
33. 1:11feedback that I just gave you in the
34. 1:13last round and it doesn't matter if
35. 1:15you're here for one week or you're here
36. 1:16for one year if you don't do what it is
37. 1:19that I tell you to do then you're never
38. 1:20going to get good at this thing and that
39. 1:22exercise went on three more times and
40. 1:24then it got down to three people and I
41. 1:26was one of them and there was two other
42. 1:27girls I was clearly the worst we had to
43. 1:30make 300 cold calls per day just going
44. 1:34through the White Pages picking a name
45. 1:36and just dialing after about 2 weeks the
46. 1:39founder pulled me aside and was like
47. 1:41dude you suck like you are really really
48. 1:44bad I like you you've got very very good
49. 1:46work ethic but unless something changes
50. 1:49in the next week I'm going to have to
51. 1:51let you go then I went home and I on my
52. 1:54way home I thought to myself if I don't
53. 1:57make this job work then I'm going to
54. 1:59basically be kitchen hand cuz there was
55. 2:01no other opportunities in the small
56. 2:03little Beach town that I grew up in I'm
57. 2:06going to figure this thing out because I
58. 2:07don't figure this out I don't want to be
59. 2:09doing all those other things and then I
60. 2:11came into work the next day and I just
61. 2:13approached it like a video game instead
62. 2:15of calling up and saying hey I'm from
63. 2:17XYZ company and this is what we do I
64. 2:20just focused straight on the problem
65. 2:21that they were looking to solve and I
66. 2:23let that be the opening line boom
67. 2:26overnight I became their top salesperson
68. 2:29and all that ties into the first lesson
69. 2:31that I learned which is to learn to sell
70. 2:34to many you must first learn how to sell
71. 2:36to one nothing will teach you more about
72. 2:39human psychology than high frequency
73. 2:43high volume sales so whether that's door
74. 2:45Todo it's cold canvasing out in
75. 2:47supermarkets or my personal favorite
76. 2:50which is cold calling because you get so
77. 2:52much more volume in it allows you just
78. 2:54to have so many conversations with so
79. 2:56many people and understand fundamentally
80. 2:59what motivates them what drives them
81. 3:01what are they interested in once you
82. 3:03find that vehicle that you're selling in
83. 3:05then what you want to do is you want to
84. 3:07get into the top three sales people in
85. 3:10that role and the reason why is because
86. 3:13either you're in the top three or you're
87. 3:15not and the people that are in the top
88. 3:16three then they clearly know something
89. 3:19that you don't know or they're getting
90. 3:22more reps in and their work ethic is
91. 3:24stronger than you and both of those
92. 3:26scenarios are not acceptable if you want
93. 3:28to activate god mode as a marketer now
94. 3:31that you've learned how to sell someone
95. 3:33you must learn the next very valuable
96. 3:36skill to go from civilian to newbie
97. 3:38marketer learn to sell something to many
98. 3:41people what most people think is they
99. 3:44think that the game is won by having the
100. 3:46best ads curiosity in your subject lines
101. 3:49of your emails or they think you need to
102. 3:51have a smoking hot vssl where the real
103. 3:54thing that moves the most Freight in a
104. 3:56funnel is unearthing the core pains and
105. 4:00desires of your Marketplace because the
106. 4:03game is one in the research it's not one
107. 4:06in the ads manager or by using some new
108. 4:09campaign targeting type the people that
109. 4:11are the most dangerous marketers are the
110. 4:13people that understand their Market
111. 4:15better than anybody else and there are
112. 4:17three books that I recommend in terms of
113. 4:19learning how to say things to your
114. 4:22market and the first one is scientific
115. 4:25advertising by Claude Hopkins this will
116. 4:27give you a fantastic fundamental
117. 4:30Baseline understanding of direct
118. 4:32response now the second book that I
119. 4:34recommend is a book called breakthrough
120. 4:36advertising by Eugene Schwarz this one
121. 4:39is a little bit harder to get through
122. 4:41but it's also gives you a great primer
123. 4:43in really understanding the fundamentals
124. 4:46and the third book is definitely a plug
125. 4:49but it's sell like crazy not only did I
126. 4:51write the book but also those other two
127. 4:54books they didn't have to compete with
128. 4:56the chaotic blizzard that is the
129. 4:59internet and even though the human
130. 5:01psychology hasn't changed over that time
131. 5:03frame the thing that has changed is
132. 5:05people's consumption habits and what
133. 5:07flags them to go like and for their
134. 5:11and their skepticism either to
135. 5:13just blow off and go through the roof
136. 5:15after you've read those three books I
137. 5:17want you to stop there is no more
138. 5:20reading of any marketing or direct
139. 5:23response copy books I want you to wake
140. 5:25up every morning and the first thing
141. 5:27that you do is to read a piece of
142. 5:30winning advertising you want to pay
143. 5:32attention to ads that you constantly see
144. 5:34out in your Marketplace then I want you
145. 5:36to take those ads whether it's a video
146. 5:38ad or it's a text ad and get it
147. 5:41transcribed and then you read that and
148. 5:43if you do this every day for 180 days
149. 5:46you start to see codes in The Matrix and
150. 5:49every single time that you see an ad you
151. 5:51say oh they're doing that they're doing
152. 5:53this oh that's the lead that's a great
153. 5:55hook and you're going to find yourself
154. 5:57just unconsciously competent of writing
155. 6:01copy that is a winning structure once
156. 6:03you have those base level skills it's
157. 6:05now time to get reps in so I want you to
158. 6:07start writing sales letters and I don't
159. 6:10care what it's for write a sales letter
160. 6:12sells a couch sells a car sells a
161. 6:14computer if you're looking for a job
162. 6:16write a killer cover letter start to
163. 6:18test different headlines different leads
164. 6:20different offers that you're making and
165. 6:22look at the difference that it has on
166. 6:24response now that you know how to sell
167. 6:26your products and services to anybody
168. 6:28it's time to add another Lethal Weapon
169. 6:30to Your Arsenal to make you even more
170. 6:33dangerous my first business was selling
171. 6:35water filters on the internet and I was
172. 6:38specifically targeting people that
173. 6:40already knew that they had a problem so
174. 6:43what I was simply doing is capturing the
175. 6:45demand that already existed in my
176. 6:48Marketplace and they already know that
177. 6:50they need that solution cuz that's the
178. 6:52reason they're on Google searching for
179. 6:53it in the first place you want to start
180. 6:55by learning Google ads have a look at
181. 6:58the keywords that are driving the
182. 6:59Searchers that have the most
183. 7:01transactional nature to them and start
184. 7:04to learn how Google ads work as a
185. 7:06platform in my second business that I
186. 7:08started I had to move away from doing
187. 7:10demand capture and I needed to focus on
188. 7:12doing demand generation some of the
189. 7:15keywords that I wanted to bid on like
190. 7:16SEO agencies and digital marketing
191. 7:18agencies it was $38 a click so instead I
192. 7:22thought marketing 101 is to Zig while
193. 7:26everybody else zags and the fishing is
194. 7:29best where the fewest go so where were
195. 7:32the fewest fishing in my pond and that
196. 7:34happened to be radio and I you not
197. 7:37I started running radio ads for my
198. 7:40digital marketing agency and it's here
199. 7:42where I had to learn how to actually
200. 7:45stimulate demand in a Marketplace and
201. 7:47what I can tell you is that the millions
202. 7:49are made in the demand capture but the
203. 7:51billions are made in the demand
204. 7:54generation and this is where you start
205. 7:56to really understand how do I go out
206. 7:58there and put enough curiosity and a big
207. 8:01benefit in an ad that it stops somebody
208. 8:04in the news feed then getting them to
209. 8:06click go to that opin page and fill out
210. 8:09their details because you are making
211. 8:10them an offer that is desirable enough
212. 8:13to give you their contact details in
213. 8:15exchange for whatever information that
214. 8:17you are providing to them but with step
215. 8:19number three of buying attention it's
216. 8:22very important that you understand that
217. 8:25you need to know enough to be dangerous
218. 8:28but to not end your Journey here cuz
219. 8:30that's what I see most people do they
220. 8:32learn how to run Google ads and Facebook
221. 8:34ads and they think that that is where
222. 8:36the game is won the reason that you
223. 8:38don't want to get stuck in media buying
224. 8:40is because in a year's time from now
225. 8:42everything that you learn is probably
226. 8:45going to be redundant because the ad
227. 8:47platforms change so much and the
228. 8:49algorithms change so much we want to
229. 8:51know enough to be dangerous and that's
230. 8:53going to take us to step number four
231. 8:55you're buying eyeballs you know how to
232. 8:57sell but there's still something missing
233. 9:00a missing key to unlocking Mastery
234. 9:03target market selection the difference
235. 9:06between a newbie marketer and a god mode
236. 9:09marketer can very clearly be seen in the
237. 9:11way that they Define their target market
238. 9:14the Newbie marketer will be like I'm
239. 9:16targeting 30 to 55y Old working
240. 9:20professionals whereas a god mode
241. 9:21marketer their target market selection
242. 9:25looks something like this Mike from
243. 9:27Melbourne 43-year-old male married two
244. 9:30kids corporate Banker earning
245. 9:33$145,000 per year cycling Enthusiast Bor
246. 9:37with the humdrum of corporate life wants
247. 9:40to exit the Rat Race pay off his
248. 9:42mortgage early and build passive wealth
249. 9:44through property so that he can focus on
250. 9:47what lights him up and spend more time
251. 9:50with his family as you can see these are
252. 9:53day and night and really fundamentally
253. 9:56understanding your Market to those
254. 9:57visceral details allows you to write
255. 10:01copy that gets under the fingernails of
256. 10:03your Marketplace you're able to put
257. 10:06together ads and offers that just hijack
258. 10:09people's attention your offer speaks
259. 10:11directly to them and then you're able to
260. 10:14convert them at a higher rate than
261. 10:16anybody else in your Marketplace and you
262. 10:18can use those fundamental skills in any
263. 10:20Marketplace that you ever want to enter
264. 10:22this last step is what is singlehandedly
265. 10:25responsible for me generating over 7.8 B
266. 10:29billion dollars in sales and it is
267. 10:31playing the game on nightmare mode on
268. 10:34the 14th of March 2014 I started my
269. 10:37agency and when I started I started
270. 10:39playing this game with nightmare mode
271. 10:42activated because I had to learn every
272. 10:44single industry any Niche and every
273. 10:47single traffic channel and that's how to
274. 10:49sell anything to anyone so what you can
275. 10:53see here is a market sophistication and
276. 10:55competition continuing what this shows
277. 10:58is the addressable Market starting with
278. 11:01the red ocean in the red ocean the
279. 11:04waters are bloody from competition the
280. 11:06way that we reach these people is
281. 11:08through demand capture we're running
282. 11:10Google ads they already know that
283. 11:12they've got a problem and they're
284. 11:14already on Google looking for Solutions
285. 11:16the bad side of this Market is that the
286. 11:19growth is typically stagnant there's
287. 11:21only so many people that are searching
288. 11:23for these things every single day on
289. 11:25Google then what we have is the orange
290. 11:28ocean people that are problem aware and
291. 11:30they are also solution aware this is a
292. 11:32kind of Market where you need to beg for
293. 11:35attention there's already levels of
294. 11:37competition there what we find works
295. 11:40well in those offers is that you're
296. 11:41making outlandish claims and that you
297. 11:44also have a lot of proof to back up
298. 11:47those claims and you can typically Reach
299. 11:49This Market with a combination of both
300. 11:51Google ads and Facebook ads then we move
301. 11:54across to the blue ocean these are
302. 11:56uncontested Waters this Market is is
303. 11:59unconsciously unaware and also
304. 12:02consciously aware they represent the
305. 12:04largest opportunity to scale your
306. 12:07business however they also present the
307. 12:11greatest level of skill in order to
308. 12:13effectively Market to this audience you
309. 12:15need to tell them stories that then
310. 12:17shows them and it walks them through
311. 12:20that journey and actually gets them to
312. 12:22buy you need an incredible amount of
313. 12:25skill to communicate messages to people
314. 12:26that are completely unaware take them
315. 12:29through your funnel and turn them into
316. 12:31customers at Wild scale and when you
317. 12:34have the ability to do all of that is
318. 12:36when you become a top 1% god mode
319. 12:39marketer like subscribe and I'll see you
320. 12:41in the next one