These are some quick methods to create a sales message in each industry…
If you go to clickfunnels.com, (and you don’t sign in), there’s a quiz that asks:
“Which of These Best Describes Your Business/Service?”
- Agency / Freelancer
- Information Products
- Coaching / Consulting
- Network Marketing
- Local Small Business
- B2B Lead Generation
- Blogging / Affiliate
- Just Getting Started / Other
Initially, we found that there were six major industries using ClickFunnels. Once you answer the question, it shows you the patterns that are MOST effective to help you ‘destroy it’ in your industry.
Over time, it’s kinda flexed out (as you can see above) to ten categories…
During the last OfferMind, I walked through each industry to show how I would create a very simple sales message or a hook for each industry.
I didn’t write the entire sales message. Instead, I showed an example of the type of origin story I’d create or tell to sell in that space.
When I talk about building a sales message, most people are like, “I can see how my industry has a sales message, I get that.”
There has to be a sales message or the industry would NOT exist.
So most people don’t have a hangup about creating a sales message, especially when it’s basically just an epiphany bridge script.
(If you don’t know what an epiphany bridge script is, you need to read Dot Com Secrets… or I’m afraid we can’t be friends ;-))
Offer Creation is where a lot of people start to get hung up.
“Well, Stephen, I sell really high ticket, (we’re talking multimillion dollar corporation to corporation contracts), there’s no way that your Offer Creation method’s gonna work for me.”
… and that’s the one where I wanna slap people and jump through the window!
That’s NOT true at all.
We get to Sales Funnels… and that’s where there’s the MOST kickback.
People are like, “Well, I don’t think this could work for me.”
Again, I wanna go nuts on ’em.
So I’m briefly gonna show you the Sales Message Creation I’d use in each of those 10 industries.
I’m gonna walk through and show you the hook that I’d start to create if I was selling in that space.
The reason I’m sharing is twofold:
- I want to teach that to you how I’d create a hook for different industries.
- # shameless pitch: I want to convince you that you should come to OfferMind.
This is NOT the kind stuff that you’ll find in any other place.
The room only holds 1,038 people. That’s not that many people. We’re literally MAXING IT OUT.
We’ve already sold hundreds of tickets… and it’s not for about four months yet.
I coach pretty much every day, and I have a lot of great success stories… but there are the things that EVERYBODY struggles with.
So I asked: How do I take the things that everyone struggles with and deliver those answers? That’s what OfferMind is designed to do.
It’s NOT your normal event.
I teach frameworks that cause success as a rule.
What you’re gonna read next, is directly taken from OfferMind last year…
Have you heard of Albert Lasker? (Yeah, all my copywriting people)
Albert Lasker was ‘The Man.’
He is often called the father of modern advertising. He lived in the late 1800s to early 1900s, and he was one of the first people to take advantage of human psychology in ads.
People thought it was the most groundbreaking thing ever, and at that time it was.
Until Lasker, most advertisers were just making noise. Lasker was like, “No, let’s consider how people think.”
…and because of that, people were like, “Whoa, who’s this guy? This is amazing.”
Albert Lasker played a major role in shaping modern advertising. He was one of the forefathers of the industry.
I want you to know this because *this* is the market origin story.
Lasker was a partner in an advertising firm called Lord & Thomas.
It’s not called Lord & Thomas anymore, but it’s still the third largest advertising agency. They’re still hugely successful.
Lasker operated at a very high energy level and they found out later that he was probably bipolar.
When I read that I was like, “Oh crap. Hmm, I should probably go get tested…”
DRINK AN ORANGE
In the early 1900s, nobody drank orange juice.
It was a weird thing. It’d be like offering mustard to somebody who was drinking hot chocolate. No one was doin’ that. It was super far out.
But here’s what happened…
There was a massive orange boom in the orange harvest, and the company that’s now called Sunkist was having to cut down their own trees.
There were so many oranges that they didn’t know what to do with them.
So they came to Lasker and asked him to help solve the problem…
Being a brilliant marketer, Lasker turned the problem into a Massive Opportunity.
THE BIG QUESTION WAS: How can we massively increase the consumption of oranges?
ANSWER: By making it a drinking habit.
Lasker created the campaign called ‘Drink an Orange’ from Sunkist.
Lasker knew that one glass of orange juice would most likely be two to three oranges; so he made it an offer:
- He put all of these oranges together in a little bag with an orange press.
- He taught people how to squeeze oranges and make their own orange juice.
This is one of the original ads from Lasker’s campaign.
- Consumption of oranges went through the roof
- The company was saved the company
- Orange juice is now a thing.
…Ooh, baby, isn’t that cool?
MARKETERS CHANGE THE WORLD
A lot of products we use today started out with a successful marketing campaign.
- It hasn’t been that long since toothbrushes became a thing, seriously!
- Toothpaste too.
- For a long time, eggs were not a thing you ate for breakfast
… then a marketer came along.
If you’ve ever seen the movie, My Big Fat Greek Wedding? You’ll remember the Grandpa who always said: “Tell me a word and I’ll tell you how it’s origin is Greek.”
… I’m totally that for my wife now for EVERYTHING in our household!
I’m totally *that guy*… because marketers have changed the world.
Check out this quote:
The product that will not sell without advertising will not sell profitably with advertising.
A big key lesson there!
Step #1: Your sales messages gotta rock.
That’s what Lasker was amazing at; he created cool sales messages and the offers around it.
So real quick, I wanna walk you through the sales messages for different industries.
THE HERO’S TWO JOURNEYS
The Hero’s has two journeys that we care about:
- The Achievement
- The Transformation
So I’m gonna show you how to create achievement and transformation in a sales message for the ten different industries.
Remember, transformation happens on the inside, and it’s what actually makes us care about the story.
However, people also need to see the steps in a logical order to show how the transformation occurred:
- Step #1
- Step #2
- Step #3
INDUSTRY #1: THE FREELANCER/ AGENCY
ACHIEVEMENT: “I finally could help business owners enjoy the businesses they worked so hard to build.”
Q: If I sell people as an agency and freelancer, (if I start leading with that), what does that say to them?
A: “Oh man, yeah I love my business too. Oh yeah, I know, I know. I was finally able to help people like that, I love my business also. You should work with me.”
TRANSFORMATION: “I didn’t realize that I’d learned to love their business and the results as much as they did.”
INDUSTRY #2: INFO PRODUCTS
If I’m selling info products, a storyline I would use to sell my product would be something like:
ACHIEVEMENT: “My funnel leads started pitching me on taking their money. I only switched three things for that to happen.”
If I’m trying to sell a funnel book, and I’m talking to people who want funnel knowledge. I’d be like, “Hey, my leads started pitchin’ me, it’s the craziest thing.”
Then those people will be like: “Oh I wish I had that too.”
TRANSFORMATION: “I started seeing ‘beyond’ each lead. The impact that my work was about to have as they hired me was humbling.”
This is the internal transformation people want to see it in YOU, the attractive character. They wanna see YOU change.
Does that make sense?
Each of these examples is very similar, and that’s the point.
Your stories are all different, and you have your own stories, but you’re plugging it into an existing framework though. There’s a transformation that happens with it.
INDUSTRY #3: E-COMMERCE
Let’s say I’m selling socks. How would I sell more socks?
I choose crazy examples for a reason. Follow me on this…
ACHIEVEMENT: “I couldn’t believe how awesome they were. These socks are so cool. They’re breathable, low maintenance, and stylish. These are awesome socks.”
TRANSFORMATION: “Although they were on my foot for the first time, my foot felt free, holy crap.
Cheesy as it sounds, I noticed I’d make an extra effort for people to see my feet. Like a newly engaged bride-to-be flashing a ring, my socks made me a new me…”
They need to see the then and the now, and that’s what you’re doing in each industry. Doesn’t matter what you’re selling.
(I take my shoes off all the time. My shoes are dumb. Money socks, baby! Mmmm… )
Before you say, “Oh, man, that’s cheesy!” I need to remind you that you see this late at night crap in infomercials ALL THE TIME!
Don’t be afraid to use the storylines that convert people. These are the storylines that make people buy.
INDUSTRY #4: FUNNEL COACHING
ACHIEVEMENT: “I didn’t really think I needed help. Not because I had it all together, I just didn’t think I needed it. So I went and got this funnel coaching. Once I said yes, my progress was astounding.“
TRANSFORMATION: “I had no idea to get my physical goals met, I needed to learn to like me for me.”
They wanna see that, “Ahhhhh,” kind of ascent.
INDUSTRY #5: NETWORK MARKETING
ACHIEVEMENT: “It became clear to me that not everyone has the same goals, so I shouldn’t pitch anybody with a heartbeat. Now I have automated leads daily.”
Big problem + Big achievement: = Wow, I want that!
TRANSFORMATION: “If someone would’ve told me that this was gonna be ‘the best personal development course’ in existence. I would’ve laughed, and I did… and it was.”
You don’t need these long drawn out stories; that’s a freakin’ epiphany bridge in those two paragraphs.
It’s a little backstory, a little bit of a wall, internal/external. It doesn’t always have to be big long narratives.
INDUSTRY #6: LOCAL SMALL BUSINESS
ACHIEVEMENT: “I remember eating canned beans for four months as a single bachelor. Now you can’t keep me out of the kitchen. Let me invite you to my kitchen.”
There’s a backstory which you care about that local restaurant now. You know his backstory, his upbringing, and why he makes his food the way he does…
“Oh my gosh, he doesn’t even use canned beans anymore?”
TRANSFORMATION: “I’ve realized I don’t actually cook food. That’s not why customers come. People come here to connect. I sell human connection, not food.”
That’s the elevate and the ascent…
Your customer wants that, so let them have it.
INDUSTRY #7: B2B LEAD GEN
TRANSFORMATION: “My whole childhood was filled with memories of being poor. But now there’s so much money I can’t see straight.
(I choose this story because a lot of people have memories of being poor, I’m just tying into the old story.)
TRANSFORMATION: “I’ve always dreamt of being a big bad B2Ber. Pin suit, button up, a swagger that someone noticed down the street.
But this game roughed me up, spit me out, and taught me the biggest lesson of all. It’s all about the people.”
People would be like, “Oh yeah!” They want that. Let ’em have it.
INDUSTRY #8: BLOGGING/ AFFILIATE
(# Mommy Blog)
ACHIEVEMENT: “Each day, I wanted to spend more time with my kids. It was super hard. It was really, really challenging for me to spend time with my kids and I watch them grow.
I realized I was missing things as they were growing up. I don’t like that. Now I get to choose when I work.”
Here we have a:
… now let’s feel the transformation.
TRANSFORMATION: “Funny enough, just BEING with my kids has taught me more about being a mom than blog ever did. I don’t need to read mommy blogs as much anymore.”
INDUSTRY #9: NONPROFITS
(This is kind of an intense one, for sure.)
How many of you guys have heard of Operation Underground Railroad? They save children from sex slavery.
ACHIEVEMENT: “All I wanted to do was help children be safe. Thanks to your donation, that’s happening…”
So if I’m a nonprofit, my story is the transformation and the achievement that you get by donating.
You are the story…
“Thanks for your donation. Just so you understand what’s happening. I want kids to be safe, and that’s happening because of your donation.”
… be careful with this stuff.
TRANSFORMATION: “I know my life’s purpose. I found it the moment I had this idea.”
We like to get behind someone with a mission like that.
Operation Underground Railroad is a nonprofit organization that’s pulled in tens of millions of dollars to actually help free children from sex slavery. Amazing, right!
…and if they can get YOU to feel that transformation as if you’re the one doing the raid…
I know it feels weird to talk about it that way, (but if you understand what I’m saying from a marketers standpoint)… that’s how you would create a powerful transformation in that nonprofit.
Your supporters need to experience the transformation for themselves.
INDUSTRY #10: JUST GETTING STARTED
ACHIEVEMENT: “I needed a career, but couldn’t seem to get the job after college. I dedicated myself to learning the formulas of other successful people, and I found them.”
People are like, “Well, what are they?” You’ve just created the achievement: “I found the formulas for how successful people work.” People are like, “What?”
…but now they want the internal to make sure that you’re not a slimeball.
You potential customer wants to feel the uprising and the ascent.
TRANSFORMATION: “Mindset is money, I wasn’t broke, my mind was.”
You’d be like, “Hmmmmm…” powerful right? Yeah, you felt that, didn’t you? How did I know how to write that?
… because I’ve lived the hook.
Understand, a lot of these stories are real stories from my past. It’s just the way that I tell them that’s effective…
… and you can do this too, regardless of your industry.
If you’re just starting out you’re probably studying a lot. That’s good. You’re probably geeking out on all the strategies, right? That’s also good.
But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?
That’s what I struggled with for a while until I learned the formula.
So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.
There are small groups on purpose so I can answer your direct questions in person for two straight days.
You can hold your spot by going to OfferMind.com.
Again, that’s OfferMind.com.