A New Approach To Selling That Makes People Buy — Masterclass w/Matt Essam

what I want to share with you all today is essentially something that people can't help saying yes to something where you have a queue of your ideal clients lining up to do work with you and you've got more inquiries than you can handle so tell me how many of these things right now resonate with you so if you get most of your work from word of mouth and referrals if you ever sit there kind of worrying that you maybe don't have enough work or don't have enough opportunities if you sometimes say yes the projects that aren't the best fit because maybe you're worried that there's not enough work out there or when you do go after work you kind of feel salesy or spammy so let's just talk about these a little bit if you get your work from word of mouth and referrals right now that's a good thing because it means that you're good at what you do and lots of people know that because they want to tell other people that you're good right that's awesome what are some of the disadvantages of getting your work from referrals and Word of Mouth it's not plannable or yeah not predictable a little bit volatile yeah clients aren't always the right fit yeah you run out so you're Network small you run out of people that you know yeah you rely on those Mercy referrals 100 right and so if that's the case what happens when we worry that we don't have enough work what do we do we usually do the next thing right we usually say yes to stuff that maybe isn't our ideal client and what does that lead to eventually if we start taking work that's like less than ideal yeah lower value not ideal frustration yeah we burn out right absolutely and we don't deliver the best value to our clients right because there's probably two or three like amazing clients that deserve our attention and we're running around trying to fight fires and yeah not being able to scale 100 there's kind of some hard truths that we all need to just level with at the moment the first one is that word of mouth just is unpredictable right we can't rely on Word of Mouth to grow our business and when we say yes to projects that aren't 100 good fit it actually damages our business and so what I what I want everyone here to get is no matter where you are in your business or no matter what level of kind of leads and inbound inquiries or opportunities you feel you have right now there's one truth that you need to really make peace with and that is that every time you say yes to something you say no to something else you might not realize you're saying no to it but by default you are saying no to something else right every time you say yes to a project you're saying no to another opportunity that is out there and the final thing that I just really want to want to put is that your work alone unfortunately isn't enough when you're at this stage of business it isn't enough to consistently grow your business and attract your ideal clients it would be nice if it was and I think as creatives we all wish that our work alone would speak for itself but unfortunately it's just not the case right and I think you've probably all experienced that so what would be different in your business if you had a predictable way to generate leads or generate new inquiries and you had more opportunity than you actually knew what to do with what would be different if some of these things written down here were true for you and your business I would feel motivated yeah not burnt out yeah I can pick and choose my clients absolutely yeah I have more freedom be able to grow a better scale I'd be happy cool well I'd love to let you in on how we go about doing that what I want to do today is create something that's been really successful for my business but more specifically our clients and our clients are all like you they're creatives they're agency owners and they want more freedom they want more fulfillment in the work they do they want to grow they want to scale and ultimately they want to have more impact and so one of the most powerful tools that we use when we're helping our clients to do this is something that we call the irresistible offer and this is slightly different you might have heard Chris talk about the areas irresistible offer before you might have heard people like Alex hollmosi talk about 100 million dollar offers this is kind of similar but most people when they're talking about the offer they're talking about your core offer the thing that you sell right what I want to do is actually reverse this and take this a step back so this irresistible offer that I'm going to get you to build is before anyone's actually done business with you this is not about your core product this is not about making what you already sell more irresistible because I bet that most of you when you get on a sales call with your clients can communicate a decent amount of value and most of you when you get on a sales call with your clients probably do all right and you probably get a decent conversion right so what I want to give you is a way to just get way more conversations with people who are potentially a good fit what I want to give you is a tool that allows you to go out to people rather than relying on people just coming to you you to go out to people and approach people from a space of value and from a place of giving and something that doesn't feel salesy and spammy and have loads of people go this is awesome and then you get to hand pick out of those people who you want to move to the next stage with so the irresistible offer from our perspective is actually something that sits way further down the sales process at the top end of the funnel so this is something they're actually going to be using to attract more people to starting conversations with you to generate more leads so if we're going to build an irresistible offer that attracts people to start conversations to essentially Express an interest in working with us there are essentially kind of three big ideas that we really need to embed in our business in our culture with our team but also like as a mindset the big idea that I want you guys to get here is to remove the risk right we live in a very risk-averse Market especially right now and we need to try and reduce that risk as much as possible for people okay so remove the risk right think about any time how many of you have seen either seen an ad or got a message in your inbox which basically says like hey we can do all of these things for you just jump on a call with us and we'll show you exactly how to do it how many of you have had one of those ads or got one of those messages in your inbox in like the last week or so yeah cool why don't you jump on the call it's intrusive it's annoying yeah it's enough offer what are you actually worried about getting hard sold yeah yeah you're worried about wasting your time yeah too many of those calls are not enough time right 100 so what that actually is about is it's too risky for you right what your risk is you're risking your time or you're risking some kind of uh like ego or something where you've been made to feel uncomfortable or you don't trust yourself not to just say yes or whatever it is that you don't want to be sold to in that process right it's too risky for you so we want to eliminate the risk and amplify the reward and I'm going to show you some ways that we can do that so the first big idea I want you to get is that we need to remove the friction we need to remove the risk for our prospects and our potential clients the second big idea I want you to get is that we need to give before we ask so we need to get into a mindset of giving rather than asking because most people when they Market their business what they're actually doing is they're asking people to do something they're basically saying the ask is basically hey does anybody need this thing that we sell or hey does anybody know someone who needs this thing that we sell and it's all about asking it's all about hey would you like us to do this hey here's a problem we can solve it you just need to pay us this amount of money right there's a big ask up front so I want to flip your thinking in terms of giving and there's actually um something that's been quite well studied around gifts especially when it relates to sales and business and it's known as social exchange theory and basically it shows that when we give someone something it makes them like us it makes them more likely to have a conversation with us it makes them more likely to tell our friends about them we actually gain social status the more we give the more we get as the saying goes right and think about it yourself how do you feel if someone you don't know very well gives you something that's genuinely really valuable or genuinely something that you want and they don't ask a lot in return how do you feel about that person yeah you feel great about them yeah you trust them yeah you want to give them something back or you want to tell others about them yeah you feel appreciated you feel like you should give back totally so this is the concept around give before you ask and it's actually can be really transformational for your business in a couple of ways number one it's quite addictive who has ever like done volunteering or like done something for charity before yeah how does it feel when you when you do that and you see the response that people give you how does it make you feel it makes you feel great right it's quite addictive yeah it feels great feels like you made a difference how would you feel about sales if you brought that emotion of giving into your business how would it change how you showed up to your business do you think yeah pump like you want to do more so the more the more we give the more we get and then the third big idea I really need you to get if we're going to build an irresistible offer is that we want to stretch the gap and when I say stretching the Gap what I mean is the gap between where our prospects are now and where they want to be see most people out there they don't actually realize the size of that Gap they just think they want a brand refresh they just think they want a new logo they just think they want some new headshots they just think they need an animation or whatever it is right our job as creatives is to stretch that Gap to actually get them to see the whole picture and to really get them excited about what could be possible and really help them understand what needs to happen to get them from A to B so we want to stretch the Gap and we want to give them some clarity if you've ever done something where you think you have one problem and then you go and start fixing that problem and then you meet someone who's like an expert at that thing and they show you that you're kind of going in the wrong direction and actually the thing that you should be tackling is over here and this is what it looks like that's what I mean by stretching the Gap people come to you and they say like or they think the problem is that their website isn't good enough or isn't optimized or whatever right stretching the Gap is about showing them that actually that their communication isn't consistent their branding isn't consistent their strategy is wrong like it's actually showing them the bigger picture and stretching the Gap so that they can see that the problem they have probably isn't actually the problem that they need to be focusing on right now so it's as much about clarity as it is about showing them that there's a bigger problem out there to be solved because one of the things I learned early on in business and I think Daniel Priestley says this quite consequently which is people don't pay big money to solve small problems so stretching the Gap is about really showing people the size of their problem and showing them what that that fully looks like let's just dig down a little bit more into this concept of removing the risk so I want you to think about every single action that a prospect takes is always a balance between risk and reward so I use that example earlier of you see an advert it promises you the world all you've got to do is jump on a call with this person right and a few of you said the reason I don't do that is because I don't want to be hard sold a few of you said I don't want to waste my time whatever it is is basically the risk is way bigger than the reward and this works at kind of every stage of business and so I find the best kind of call them marketing funnels but the best customer Journeys the best way to take someone from not knowing who you are to becoming a long-term client is where those steps are easy and there's a every stage of that process there's a clear benefit and it's very low risk and so essentially the irresistible offer is the first point for that so the more reward you can front load the more you can give up front and the easier you can make it for people the more people are going to want it right and so what we want is we want a a market of our ideal clients of our prospects essentially raising their hand saying this thing is awesome I want it that's really all our irresistible offer is designed to do it's just getting lots of people to raise their hand to say that they want this thing so we want to try and remove the risk as much as possible and we want to try and amplify the reward so everything that you're doing in your marketing should be around this at every single stage of your prospect how do we reduce risk for people and how do we amplify a reward so what is risky think about it right you've already said a few things while time I don't want to waste my time it's risky if I have to invest a lot of money up front what about if I invest money and this doesn't work well about if I put lots of energy into this and it's a waste of time and energy the the fourth thing that like a lot of people don't think about is actually status right if this if this messes up or this is not what I think it's going to be how will I look to other people or how will I feel in myself and basically people want to avoid looking like an idiot and unfortunately a lot of this marketing and I see it all of the time it's like you'd have to be a bit of an idiot to do this and people don't want to look like idiots so our irresistible offer needs to be designed in a way that actually amplifies people's social status and if you look at a lot of the kind of let's call them sticky software products whether it's like Instagram Twitter or whatever it is these things that like people are obsessed with even with the AI stuff I think a lot of the AI staff is actually based around social status look how cool this is I showed you this thing look how cool this is look what I got this AI to do right I think a lot of the a lot of the um appeal of this and a lot of the reason why it's so easy for people to to do and to take on is because if you think about it right there's a little chat prompt and you just have to ask it a question and it does a load of cool stuff think about how low risk and higher reward that is as a concept right and if you if you look at a lot of the most kind of viral or successful products and services out there what you'll notice is that that first point of entry is always very low risk and high reward so we want to do our best to minimize these things as much as possible remove the risk and amplify the reward that's the thing that we're going to do when we build this offer together which we're going to do in a minute cool so give before you ask really like the reason this is important the reason the way that we want to do this is we want to demonstrate value up front to people because that's one of the ways that we can remove risk is we can just show them actually that we can solve this problem right we can give them something up front people buy from people they like people buy from people they Trust so the more that we can do that up front the easier it's going to be for people to buy from us really that simple and ultimately it eliminates sales fear because if you think about it as a prospect what's your number one concern as a prospective client of somebody that you don't really know like or trust yet what's your number one concern Elia says wasting time and money wasting time will it work can they deliver yeah basically I'm gonna give you time money and energy and I'm not gonna get back what I want and need from this thing that's most people's like primary concern when they're buying something which is high value and so what we need to do is we need to front load this as much as possible because the more we give the more we eliminate risk the more we start to build trust the more people start to like us the more people start to see us as an authority and it totally changes that buying environment it totally changes how people feel they start to relax into the process and you'll you will feel this yourself if you've ever gone through this process with someone if you've ever been sold to by someone who's really good at sales who's like a really genuine salesperson you'll feel this yourself you'll be resistant resistant resistant resistant and then the more they start to give and the more you consume and the more you see and you start to kind of relax into it and trust it and then the scales flip and all of a sudden you're chasing them right I want this thing how do I get it how do I work with you and so that's what our irresistible offer is designed to do is designed to get people chasing us rather than the other way around cool so the final thing that I want to talk about is how we stretch the gap and so when I talk about the Gap what I'm really talking about is the two islands Island a and Island B right so Island a is where your customers or your potential customers and your prospects currently are this is where they're sitting and this is where they're trying to get to and so our job without irresistible offer is to show them this picture and show them what's really going on get them excited about Island B get them excited about what's possible when they get this thing right and really have a bit of a reality check like I did at the start of this presentation really have a bit of reality reality check about where they are now what are the hard truths about this thing what are the hard truths about this industry what are the hard truths about technology what do they need to really know and understand about where they are right now okay so when I say stretch the Gap what I'm really talking about is this Gap here between where they are now and where they want to be the more we can stretch that the more Market tension there is the more desire there's going to be to actually take action and move forward so your your irresistible offer should do three things number one it should get them Clarity on their problems right it should really help them get clarity on what's keeping them stuck what is the thing stopping them going from A to B second thing it should do is really show them what is at cost if they don't fix this what does it look like how much money are they leaving on the table what is the future of their business look like and then we're actually going to tell them how to fix it what does the bridge look like we're going to give them a high level overview of the solution and I know a lot of you here will really worry about well what about if they just take this and go away and do it themselves and as service providers and as creatives we've got to get over that fear right because yes you might want some people to do that 100 but ultimately there's always going to be a percentage of your Market that are never going to become your clients no matter what you do and so worrying about them is just a waste of time and energy we want to worry about the people that we can actually help that are willing to part with money that are willing to part with some time and energy to actually implement this and to work with us to get this result and you're gonna get a bunch of people just like Chris has two million subscribers on his YouTube channel but he doesn't have two million clients right there are people that are going to watch those videos and they're never going to pay Chris a penny and he's made peace with that and that's why he does it and that's why he just gives so much value up front right because he knows there's enough people in there that he can make a successful business from and he also knows that there's people out there that are going to be just getting value from his YouTube videos and that's probably a great feeling so the more we can give the more we get and so I really want you to shift I know you're all experts in your field I know you're already good at what you do but we kind of need to have a bit of a shift in thinking that we need to start giving then we need to start making it easy for people to find out more about us we need to start making it easy for people to know I can trust us because I can tell you I know that most of you don't right here's all my amazing work here's all the great stuff I've done with people get in touch oh that's risky right and even when I do get in touch I've got to fill out a form and I got to do these things and then I put a thing in then I gotta wait for you to get back to me and then then I'm just hoping that we're gonna have a conversation and you're not going to be really hard salesy you're going to be a nice person I'm going to enjoy working with you right so we really need to make it easy for people to know like and trust us we need to make it easy for people to get value we need to make it easy for people to say I want this thing and I know exactly what I'm getting so the final point I'm going to make about stretching the Gap is um a kind of I think it's a I'll call it a fable but it's like a little story and it's called for one of a nail well before I tell it how much would you say a horseshoe is worth what what range of dollar value would you put on a horseshoe five dollars five dollars 545 yeah so total range of prices right so I don't actually know where this like proverb originated from and I think I I saw it on um a sales training somewhere years ago but it's it's really simple it's really short and it goes something like this for one of a nail the shoe was lost uh so yeah that's it it's not even how much is a shoe there's one step back from that it's how much is a nail worth right so how much is a nail worth and most people say like 10 cents or something so for the one of a nail or the shoe was lost for the one of the shoe the horse was lost for one of the horse the rider was lost for one of the rider the battle was lost for one of the battle the kingdom was lost and all from the want of a nail so stretching the Gap is really about helping people to understand the longer term consequences of not fixing the problems that they have right now so when someone says how much is a website how much does a website cost or it's just the logo our job is creative service providers and creative problem solvers is really to help people see how much a nail is worth and the nail is the thing that's going to fix the problem in their business the nail is the problem that you are in a unique position to solve so enough talking and context and slides for me I'd love to get you guys to do some work so there's a few things that we've got to get you to do in order to really create the most irresistible offer and I call these the foundations now some of you hopefully know some of this already so it won't take you too long for those of you that maybe need a little bit more time I'm going to put some time on the clock and we're going to have to think about it and we're going to look at our ideal clients so the first thing we need to get clear on is the who who are we actually going to be making this for who do you want to start more conversations with who would this be most valuable for and the more specific we are the more powerful this is going to be and the easier it's going to be so right now if you're kind of customer Avatar is small businesses we need to go a lot deeper with this we need to get really really specific so you're going to make this for like the marketing manager or you're going to make this for the MD or you're going to make this for the HR manager or whoever like who's the person that you actually want to be speaking to so I want you to think about someone specifically when we're going through this exercise now recently I've been playing around with chat GPT uh because it's a lot of fun but one thing that you can actually do is you can cheat a little bit so you can actually ask chatgpt what some of these frustrations might be and it will probably give you some higher level ideas so if you're really stuck with this I would suggest that you go and do that or you're going to talk to someone who knows how to use it well and you can literally just say to it for example we work with creative agency owners who have teams between 2 and 10 people that are generating at least 150 000 a year and want to scale past seven figures tell me the top three frustrations that they have on a daily basis and it will actually spit out some pretty accurate ideas so if you're if you're struggling with this we need some help I would cheat and use chat GPT and I want you to go and think about your ideal client and you're really just going to discuss some of these points so your first their frustrations what keeps them awake at night what is not how they want it to be right now we're going to talk about this and in the workbook you're actually going to go and you're going to list their top three frustrations here and then on the flip side you're going to list the top three things that they want you're going to talk about what do they ultimately want what are they ultimately trying to achieve if they had a magic wand what would they change so these questions by the way on these slides are just kind of prompts if you want to write some of them down or you want to take a screenshot so if there's anyone here that's kind of feels like they're still trying to narrow down the toggy audience or niche there's a couple of Big Ideas that I just want you to get number one is that like your target isn't your Market what I mean by that is we're using this piece of collateral let's call it we're using this asset to attract certain clients so think about who your ideal client is someone that you've either worked in within the past that you've really enjoyed working with someone that you'd love to work with in the future someone that you know a bit about and really design this thing for them don't worry about this is what your whole business now has to be focused on we're not getting that granular we're literally just focusing for this particular asset right so your target isn't your Market who you're targeting here isn't the entire Market that you uh have to address you don't have to Niche your whole business down but the more specific this thing is the more successful it's going to be in the easier it's going to be for you to Market it the other thing that I would just kind of touch on and talk to you all about is if you feel like you don't know them that well or that you just kind of need to get into their heads a bit more just have more conversations so Clarity comes from conversations right if you if you really don't know this or you you just kind of feel a little bit lost then just go and like reach out to previous clients that you've worked with you're like ah actually that was quite a cool client um would it would I like to get more of them and if the answer is yes then great go and build something and go and design something around this right but essentially what we want to do is we want to map the Gap from where they are now to where they want to be and as you guys can see I majored in art um now we're not trying to solve the whole problem and we're not delivering anything without irresistible offer our irresistible offer sits up here and its job is to give people Clarity on this so if so there's a question that I ask which I think is really going to help you to actually decide what you want to do there's a few questions that I ask the first one is imagine you only had 30 minutes with your ideal clients what would you actually do to help them get clarity on their problems so just imagine that they've actually said yeah I definitely want to work with you yeah I want you to help me right what and you only have 30 minutes what would you do yeah ask a bunch of questions if you would ask them a bunch of questions what questions would you ask them note them down and then I would probably use those questions in something like a scorecard and I'm gonna I'm gonna talk in a minute about What specifically we're going to build on and give you all a bunch of options Okay cool so you have a scorecard right so your scorecard can be your irresistible offer what I would use today as is basically making it more irresistible so how do we generate more leads through our scorecard well that's what we're going to do we're gonna we're gonna make it right we're gonna make this more resistible another good thing to think about and like the more you can do this the easier and the like better people are going to respond is think about when you actually sign a client when they say yes they want to move forward with you what's one of the first things that you actually do with them maybe it's like an audit maybe it is a workshop where you help them to really get clear on their brand tone of voice or the audience Persona that they're targeting or something like that right what's the first thing that you do when you actually start working with the client now all we're going to do is we're going to bring that to the Forefront of our marketing and we're actually going to start offering this for free or low cost which a lot of people have some resistance to because like I don't want to work for free but just remember we get to pick and choose who we do this for right we're not just offering this to anyone that walks past we're deciding who we let into our shop so I'd love you all just as just to spend five minutes right now brainstorming some of these questions and coming up with some things that you could use as your irresistible offer and they don't have to be fully formed right now but just some ideas and I put five minutes on the clock I just want everyone to think about these questions and come up with some ideas of what they can use as their irresistible offer and we're going to refine these together so don't worry about if it doesn't feel perfect we just want to be directionally correct thank you [Music] I just want to share some some high level ideas with you okay these are some things that you could choose from we're going to be talking about some ways that we can frame this and we're going to be coming up in the next 10-15 minutes when we wrap this Workshop up what we're going to be doing is we're going to actually be giving this a name and we're going to be giving it a description so that you can test this and see how many people want it giving strategy away is absolutely fine some kind of guide or report that like some of you have already mentioned could be a checklist which is also a good one Ilia mentioned before a workshop or a mini Workshop like someone mentioned could be a mini-free course could be some consultancy we had a client that was a marketing consultant a few years ago and one of the ways that we really helped him grow his business was once every week he just said that he was going to go to his local co-working space and he was going to run 30 minute strategy marketing free marketing strategy sessions most weeks he got between six and eight people signed up and from those six and eight people he would usually get between one and two clients which were worth about four to five k for him so we grew that really quickly just through this concept it could be a tool or a template obviously depending on where you're at your business these things are kind of less scalable because they require your time and these things um are a lot more scalable but sometimes you've got to think about that balance of risk and reward so you know a tool or a template is quick but how much value can they get from it so how much do you actually want to put into that to help people get clarity on those problems I want to give you guys a few examples and the reasons I want to share these um and the reason I think that these are really powerful is because these are a few examples of some of our clients who are in what I would call very risk adverse Industries so the first example few and far Tom and Cole they run a web design and development agency and their target clients their ideal clients are Charities now typically Charities have quite low budgets or tight budgets they have to be very strict on how they spend their money and really it's kind of a risk-averse and quite a Time poor industry so they created two versions of their irresistible offer the first one was kind of generic so it was more of a PDF type guide and the other one was bespoke so they actually went and with the people that downloaded them if they thought they were their their idle clients they actually went a little bit deeper and they gave them a bespoke guide and specifically what they are selling and what they're helping Charities to do is to create more impact with their charity because through lots and lots of conversations that's the one thing that continually came out of that conversation was those Charities wanted to have more impact and around that specifically as they wanted to get more donations from the right kinds of people and so this irresistible offer was really really powerful and some of the things that it allowed them to do is they actually got booked up for six months in advance they put this irresistible offer out and they got enough people where they were booked up six months in advance they got three long-term clients from it and they got about 10 or 11 uh shorter one-off clients so this is a really good example of how they got a huge inbound a huge influx of leads and inquiries in a very risk-averse Market Goodwill Studios this is World he's a designer he does designer branding and he also works in quite a risk adverse Market which is not for profit so kind of similar to Charities and one of the things that he created was a brand audit but specifically it was actually a kind of workbook for these not-for-profits that would help them to find their tone of voice because one of the things they said they really struggled with in their marketing was their tone of voice so what I wanted to get from all of these examples is that really listen what I'm telling you is the thing that they're creating for their irresistible offer is directly related to the outcome or the challenge that their ideal clients have and it's really important that your irresistible offer isn't just generic okay so I've got another example here from Peppa because I know photography is quite a hard thing to do this with and Pippa has got a um a brand scorecard where she basically says what personality type are you and what kind of images would work best with your personality and with your brand and people fill that out and it gives them a kind of character type and so they get to see who that is and how they use images in their branding and it's a really powerful tool But ultimately we need to make sure what we're creating so look at the thing that you've just typed in the chat and ask yourself how quickly could people get this thing so obviously if it's a guide people can download that pretty easily they can go and put their email address in um but how quickly can they get clarity do they have to read along 20 30 page guide or can they get that quite quickly and just read just on the topic of speed I want to give you a really quick example so one of the things I did is my irresistible offer when I first started doing this was I gave a free copy of my book now one of the bits of feedback we got from people was you know it's really valuable because you're giving away a free book but it's also a lot of stuff to read and so I've read a few chapters but I haven't really got through it so what we decided to do is we decided to create a scorecard with the book where people would answer about 10 or 15 questions and based on those answers it would tell them which chapters to read of that book based on their specific problems and challenges right so we are making it a lot quicker and a lot less friction for people to get value up front because they're not it's not requiring as much time effort and energy to get those insights second thing is it needs to be free or low cost we need to remove that barrier to entry right and it needs to have a clear outcome and a clear benefit so we're going to last 10 minutes what we're going to do is we're going to test yours and we're going to help you to come up with a kind of hook a tagline that actually demonstrates what the outcome is what do people get from this audit what do people get from this Workshop what do they get from this calculator or whatever you're building right because this is the main mistake that people make when they're building that irresistible offer is they don't give it a clear outcome and they don't say who it's specifically for so people don't bother and then the final thing is if you can make it enjoyable and easy to do then this thing is going to fly like hotcakes okay so try and put your irresistible offer through this test and if you want to watch this recording back you want to capture this slide continually ask yourself could I make it quicker for people to get these insights could I make it quicker for people to get this Clarity on my problem right could I reduce the cost remove the cost make it free is there a clear outcome is there a clear benefit and will people have fun actually doing this I really want to emphasize we are not delivering the solution here okay and this is really important to the last part of this we're going to pre-frame and get you guys to come up with some some ideas and some Hooks and we're actually going to get you to test this right now so don't deliver the solution we're not saying to people we're going to work for you for free we are not saying that we're not saying hey I'm going to go and do some animation or some design for you for free this thing is designed specifically to help you get clarity help your prospects get clarity on their problems on the path forward okay so you're going to show them how to do it but you're not going to do it for them really important distinction so right now here's what I want you all to do I want you all to give this a go of crafting a hook so what are people actually going to get when they do this thing and there's three kind of examples of hooks that I've given here and I'll just quickly talk through them so these are some hooks that work really well how to get a specific result that your client wants without the frustrating thing that they think they have to do in order to get that result even if the obstacle that maybe stopped them already so let's remove the the industry really quickly so let's say I was a personal trainer and I wanted to create a a hook an irresistible offer I might create a guide I might create a scorecard I might create a workshop which shows you how to get your perfect beach body without let's say giving up pizza even if you hate going to the gym so if you're trying to get in shape this summer how irresistible is that to you right now how to get your perfect beach body without giving up yeah I'm in Anita without giving up pizza even if you hate going to the gym right you don't have to make it that complicated but this is this formula here typically is the formula that I find gets the most I'm ins and by the way we have to be realistic so I actually took this from a PT that um that had this right and at first I was like oh sounds too good to be true but he had actually found a way to do this it was really cool the way that he did it so by the way I'm not suggesting that your irresistible offer gets this result for people I'm sure I'm suggesting you're irresistible offer tells people how you can get this result big difference right so if you download this and as a PT and it shows you how to get this How likely or how much more likely are you to go and work with this PT over another PT if he's given you this secret formula or she's giving you the secret formula to get your perfect Beachbody without giving up your favorite food even if you hate going to the gym you're probably way more likely to work with that person right second thing is just how to get the result in a specific time period so how to get a queue of Ideal clients lining up to do business with you in the next 90 days so I could have that title as this workshop for example right or how to get a cue of your idol clients without ever making a uh cold email or without ever having to run paid ads so here's what you're going to do right now you're going to pick your favorite social media platform the one that you have the most engagement with the one that you're most active on so either LinkedIn Instagram Twitter whatever and you're going to put this out and you're just going to say I'm thinking of creating whatever it is a scorecard a checklist an audit a workshop whatever you're going to choose from that list which shows you how to so in Ricardo's case it's going to be sell more products without spending a single Cent on ads and then you're just going to ask people to comment below if they would like to get a copy of it so I'm putting a guide together which shows product based businesses how to Triple their sales without spending a single Cent on ads would you like me to send you a copy question mark would you be interested in reading this guide question mark and the reason we're doing this is because what I don't want you all to do is to go out there and do the Creative thing that we all do and go make loads of stuff that nobody wants or needs because that is a waste of your time money and energy right what I want you to do is go out there and create something that you know you already have demand for and the best way to do that is to use a post like I just mentioned and the best platform to do it on is the one that you enjoy using and that you have the most engagement with if you really feel like you don't have any following on social media then my next thing would be to go to previous clients people you've worked with to actually send people direct messages and just ask them but okay we work together I'm thinking about putting this guide that shows you how to do this would you download that would you be interested in it would you like me to send it to you and only when you've got 10 15 maybe 20 people who have said yes should you go away and create that thing and if people say no then just keep going with this formula until you get enough yeses and I promise you you will get yeses yeah it can be a poll on LinkedIn totally um or it could just be comment below totally up to you you could try it different ones but if you notice if you go to my LinkedIn we do this all the time right we're just constantly testing ideas before we actually go and build that thing we do it with our clients we do it with prospects and it's really easy anyone even just likes the post you can just send them a message and say hey I noticed you like my post would you mind if I asked you a few more questions what was it that sounded appealing to you about that thing there's actually an opportunity to start some conversations and get clarity around this offer until you make it something that is totally a no-brainer for people and I promise you if you have something like this you will be like Tom and Carl who sent me a message and they were like literally they are booked up until June this year with these audits right people saying Hey I want this thing and most of them they're ideal clients and they've already got three long-term clients from this process because here's the thing I just want to end on today before I ask you kind of what part of this was most valuable the idea of this is to get people to raise their hand and say that they're interested in the thing the idea is not that you go out to a network and say hey by the way I'm doing a brand audit and anybody who says that sounds interesting you have to do a brand audit for you set you say to them cool tell me more about your business and you will qualify them as a prospect and if you don't think that you can help them and they're not going to be a good fit then you don't do it for them right because it's a waste of your time and it's a waste of their time because even if they get clarity you can't help them so the idea of this is to get people to raise their hands and say Hey I want that thing then you can go and start a conversation because they've initiated that conversation saying yes I'm interested so just before we wrap up today I'd just love to know what part of this concept has been most valuable for you what was your kind of takeaway from today's session so please go out and test this and don't be disheartened if the first thing you put on social media gets tumbleweed okay because it probably means that it's not quite on the right track and there'll be one of two things happening number one it won't be clear who it's for number two there won't be a clear outcome or benefit right so the more specific you get with who is this for and what problems does it solve the better the response is going to be to This I Promise You what will be cool is your start some conversations with people and you might even skip creating the irresistible offer and go straight to a sales conversation and create a new client so if you'd like to dig down into some of these strategies a little bit further then click the link below and you can apply it for my live Workshop where I will be showing you behind the scenes of what's working for other creative agencies and giving you a custom roadmap to grow your business