In the presentation:
00:30 – An introduction
02:29 – Have you done this yet?
03:02 – The problem is…
04:15 – What Aristotle had to say
05:45 – What commitment can do
09:02 – Invisible selling
10:20 – The most successful email ever
12:27 – The error of synchronization
14:00 – The concept of YOU
14:35 – Could you email it?
17:11 – Are your words loaded?
17:55 – The cup should be empty
21:12 – How to present better
22:36 – From slick to transparent
24:13 – People will like you for this
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James: Next up, I’m not entirely sure what we’ll get next. It’s a lucky dip. We got Dan on next, right? This Dan, we did 3 podcasts together recently. We covered 3 different topics, everything from selling, to presenting, to productivity. These were all potential topics. I polled the SuperFastBusiness members, “What do you want to learn about?” We paid attention to the comments we got, and then I surveyed the audience prior to this event. I gave the details to Dan, and he’s come up with something that is going to really help you look at things differently. You’ll probably build on some of the things you’ve already learned and you’ll probably pick up a few new things.
Dan’s a very interesting person. I first saw him present at the first Internet marketing conference I ever went to where there were hundreds of people. It was put on by someone who’s actually in this room. I remember that event. I paid $97 for the ticket, and I went up to John at the end of it and said, “I’m going to turn this $97 into $970,000. He thought, “Yeah, I’ve heard that before. This guy is pretty cocky.” But I actually did.
Another person I saw speak at that event was Ed Dale, and he’s also in the room. I’m truly humbled that some of the people that I went to see and saw at my first conference are here now participating with us. Dan was one of those speakers. I’d love you to come up, Dan. Big hand for Dan Dobos.
Dan: All righty.
Business is often about optimizing numbers. When we start a business, we think about, what are our key numbers? We say we’ve got leads and we want to get conversions.
So we say leads x conversions is going to give us customers, and that’s good. And then we say, OK. Once we’ve got customers, we then want to think about the number of transactions and the average sale price. And if we multiply those things out, we get revenue.
“Business is about optimizing your numbers.”
Something worth doing
Something that’s definitely worth doing in your business, if you haven’t yet done it before, is to go through these things and say, how can we get more leads, and how can we get more conversions, how can we sell better? And transactions, how can we contact people more frequently, how can we get them to buy more from us, and then how can we include upsells and downsells to improve our average sale price?
And this is something definitely worth doing. If you haven’t done it, go through your numbers, go through these points, ask these questions; very useful exercise.
But, the problem is, what happens when you do this?
What happens is that you say “I need to get more leads.” And what happens usually (or not usually, but often), when people say “I need to get more leads.”
They end up banned from Google and Facebook because they push things a bit far.
When we say we want to sell better,
what actually ends up happening all the time is we sell harder and it’s often not better.
We contact people more frequently, and what happens?
We just annoy people. It becomes so frequent, people get annoyed.
We include upsells and downsells, what happens then? Some customers get disillusioned. So this is what happens. We have pages looking like this.
And so let’s look at Apple.
Imagine if Apple took their page, and it’d look like that.
It’s not going to happen. So it’s really worth thinking about this. There’s this Internet marketing idea out there where a lot of people are doing things like this, which doesn’t make any sense.
Going back in time
So let’s go back in time to Aristotle. Thousands and thousands of years ago. Really, really interesting guy. He looked at persuasion. He looked at what really causes someone to buy something. What really causes someone to say, “Look. This is something worth doing.” He basically said, “There’s only 3 things.”
He says there’s something called logos, pathos and ethos. He wasn’t even speaking English.
“What really drives someone to buy?”
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