Use what you learn here to get the affluent licking their chops for your premium priced product
In Part 1 of this series, we unpacked the three most important lessons I learned from the Dan Kennedy Marketing To The Affluent research he revealed to anyone who wanted to know how to effectively sell products and services to the 5% of the population that holds 95% of the money.
The product line that we talked about to lend context to these revelations in Part 1 and will continue to do so in this piece was the illustrious Hästens beds that sell for $67,000-$147,000 dollars.
We delved deep into the reasons why selling successfully to the affluent has more to do with connecting to their psyche and to a picture of themselves being envied and worshipped, living life on their terms than it does with assuring them with a guarantee and showing them the nitty-gritty quality details of your product.
This means they can look at a video that shows the painstaking attention to detail that craftsman go through to assemble your beds and see your 25-year guarantee and have the, “Yeah, and?” response to it.
Why?
Because it’s just common sense that if I’m paying 50 times what the average person pays for a bed… it’s going to made with exquisite care and that you’re going to guarantee it.
Those benefits are just assumed which means you don’t get any “HOLY SHIT! THAT IS OUT OF THIS WORLD AWESOME!!!” extra credit that a company who sold a mattress for $1,000 dollars and guaranteed it for 25 years would.
This means that when you are not speaking to the intangibles this market lusts for, which are…
>>>They want time
>>>They don’t want the general public’s rules or norms to apply to them
>>>They want visible status
… you’re making it ten times harder to sell these beds than it needs to be.
At the end of Part 1 I promised that I’d come back and show you what I consider to be one of the smartest and smoothest ways to speak to ALL three of these intangibles in a way that ignites desire at a peak level that nothing on this site is capable of even coming close to now.
And to do this we’re going to look at a strategy that a company named Beverly International has been using for 50 years to sell the highest grade, most expensive bodybuilding supplements to the smallest segment of this market.
Let’s get this party started by getting you up to speed on how they have accomplished this marvelous feat in a cutthroat industry and why I say that… [Continue Reading]
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See if what you think gets the affluent to splurge on the extras is accurate…
When is a bed worth $67,000 – $145,000 dollars?
When it gives you the best sleep you’ve ever had along with bragging rights for how much you spent on it for no less than twenty-five consecutive years.
That’s when.
Now think about this…
Can you remember where you lived and what you were doing for work 25 years ago, back in 1993?
Here are a few technology reminders that might jog your memory if it is little fuzzy…
Microsoft’s first version of Windows was launched 1993.
The World Wide Web was also born at CERN in 1993 as well.
Mainstream cell phones didn’t exist. All mainstream cameras required film. The only way you could listen to music on the go was on the radio, with a Walkman, or on a Discman.
You have watched society race towards today’s day and age where even a Denny’s waitress making below minimum wage can afford to have a cellphone… which is simultaneously a computer that is more powerful than the best computer a wealthy person could afford to buy back in 1993… and access any popular song ever recorded, via the internet… all in one sleek unit that comfortably fits in the palm of her hand…
…and all these years later you’re STILL head over heels in love with the same exact bed you bought back in 1993 when Bill Clinton was very first elected into office as the President of the United States.
Wouldn’t it be crazy if this same bed is even MORE comfortable now than it was a year after buying it when you thought it couldn’t get any more comfy than it already was?
Imagine a bed that starts out perfect… and then keeps on getting more comfortable far beyond the 10 year mark when it is the general consensus that “high-end” mattress should be replaced.
If you’re the company selling these beds, Hästens, it is easy to think that by just showing people the following guarantee on your website and pointing out how you’re the Purveyor to the Swedish Royal Court, this should be more than enough to get these beds flying out of your stores and into the decadent homes of the affluent, right?
Nope. Not enough.
Okay. I see.
You ALSO have to show them that there is an elaborate process you go through to make these beds with the finest, most ethically-sourced materials known to man and THEN we’ll be pushing all the right buttons…
Nope.
There are buttons that guarantees an artful demonstration of quality like this can’t push.
Before we talk about why these elements aren’t enough to stir up the maximum arousal that gets the perfect prospect Level 11 excited, we first need to talk about…
Who Is This Offering Best Suited For?
Answer: Two people [Continue Reading]
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Become a superstar that clients love to rain cash upon with these lessons
All these years later, I finally broke down and took notes on the Clayton Makepeace – Makepeace Business System course.
In case you’ve never heard of it before, this was one of the final trainings the legendary copywriter Clayton Makepeace put together.
It sold for $795 dollars and it was designed to show what he did in order to get rock star clients to want him to be their exclusive copywriter and marketing consultant.
Mastering this process is what he accredits with his becoming one the highest paid copywriters in the industry.
The best part was how this modus operandi of his allowed him to accomplish this herculean feat with just a small group of clients.
In the Makepeace Business System he breaks down his process from beginning…middle… to end over the span of 5 modules – 7 hours of content plus bonus questions he answered which were another 3 hours of content.
I took 135 pages of notes so yeah, this was a deep dive on this subject.
No stone was left unturned.
The vast majority of people aspiring to be at the top of any realm could look at the Clayton Makepeace of their industry – the person making the most money with the smallest client base and say, “Yeah, I want that!”
The ultimate double-dipped cream dream is to need the fewest amount of clients possible in order to earn an extraordinary income.
But of course… everybody wants this NOW… and they’re not willing to get their ass-kicked on the path to having it.
They get their ass kicked once and they’re 90% convinced that they’ll never be able to have this result.
Some people only need to get their ass-kicked once before they lay down and call it quits.
This brings us to the topic of today’s article which is “The 13 Reasons Why Direct Response Promotions Fail and What To Do About It.” [Continue Reading]
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If you believe in Pareto’s Principle – the 80/20 rule – you trust that 80% of the business, marketing, copywriting podcasts are just average or poor…
Where others see novelty… you see opportunity
…and that 10-15% are REALLY good…
…and you trust 5% or less of them to be OUTSTANDING.
That’s just reality.
They can’t all be winners.
But even the elite 5% podcasts who are breaking off blocks of gold for their listeners are faced with a daunting challenge which is the prejudice that people have against FREE.
Everybody wants it… but nobody values it at the level they should in some instances.
And you can’t blame the market for this because of course, Pareto’s Principle also shows its face in the “Free” realm. This means that 80% of “Free” is worthless or is of minimal value… 15% is truly valuable… and 5% or less would be cheerfully paid for if a price had put upon it.
So this is why you can easily rationalize not taking notes on something that’s free.
There’s a part of you that has your guard up, knowing that there is an 8 in 10 chance that it will be a waste of time.
Especially if you’re sitting on a mountain of books and thousands of dollars worth of audio/video programs you’ve spent REAL dollars and cents on to acquire.
This is also part of the reason why podcasts get don’t get preferential treatment for the people who actually do take the time to study content.
Think about this… [Continue Reading]
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Today I want to share with you the notes I took for Day 20 of the Eben Pagan Seeds of Success Course which was focused on the topic of mastering knowledge work.
The U.S. Bureau of Labor Statistics says that a person graduating college today will have 10-14 different jobs and 3-5 different career changes by age 38.
Multiple careers… and within those careers… multiple jobs.
You can easily see that this is the future for everyone who is going to work from here on out but you may not easily see how all your careers will have something in common and that is the fact that the majority of us will be “Knowledge Workers.”
For centuries working with our hands was the norm.
This paradigm of the majority of the workforce earning their living with manual labor.
Somewhere around 75% of us use our minds/knowledge work rather than physical labor to earn our living.
This means that the demand for knowledge has expanded with more people having more time on their hands to consume it.
This means the demand for people to create knowledge products/live training has also expanded.
Becoming a master of knowledge and technology is fast becoming the new standard.
Creating new knowledge resources that lead people to desirable results will continue to be a source of wealth in the future.
Knowledge is what will allow us to maximize our physical and mental resources.
So instead of hoarding and fighting over oil… the goal becomes to create a new fuel that makes oil irrelevant.
The 5 Traits That Define Someone Who Is A Master of Knowledge
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Today I want to share some of my notes with you that I took on the Dan Kennedy Renegade Time Management course.
The ultimate good news/bad news joke about being an entrepreneur is…
“The good news is: You’re your own boss. The bad news is: You’ve got a REAAALLLY shitty, dysfunctional, and incompetent boss.”
An entrepreneur has a little bit of accountability pressure in the fact that work needs to be delivered to clients, but beyond this, there is no accountability pressure for the moment-by-moment, function-by-function basis.
So with this being the case, the only accountability available to the entrepreneur is hitting or missing time and money targets.
Most people try to get the job done with “pressure to deliver on promises” alone.
A smaller segment of entrepreneurs strive for money targets… “I want to be making $100,000.00 dollars every month.”
But it’s the time targets that make up the day-to-day activity that TRULY make it possible to hit the money targets.
If you’re waiting till the end of the month to see if you hit your sales quota or not and then judging yourself as to whether or not you’re successful or not based on your hitting the target or not… you’re too late.
You want predictive indicators, not historic indicators.
Predictive indicators of money to be made are made visible via the use of your time.
THIS is how you hold yourself accountable.
Dan talks about how the fact that he met all but one of his time targets for that day, is very predictive of what his bank balance is gonna look like at the end of the month.
If he’d missed 4 or 5 of them he’d be annoyed with himself and want to look at why this occurred.
Was it faulty assessment of how long it’d take to do something? If this is the case why did it take longer than I thought it would?
Answers to these questions ensure you don’t make the same mistake again.
And one the best ways to give yourself an excellent chance of being happy with your assessments is to make sure that you’re not violating the following rule…
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If you’re not talking in your copy the way people think and talk to themselves… you’re doing it wrong.
In Part 1 of this piece, we talked about the traditional advice given to entrepreneurs who are trying to say what their prospects want to hear in an effort to say the words that their perfect prospects respond best to.
We unpacked the reasons why strategies like…
Getting customers to tell you in their words what their experiences are with the problems you can help with…
Getting their testimonials from them…
Checking out review sites to see what people are saying about the solutions available now…
… are all giving you incomplete information.
And the reason for this is because the vast majority of our perfect prospects will not be good storytellers.
Most people do not make the best use of vocabulary and they suck when it comes to conveying detail and emotion on page or… even in person.
Of course things like lack of education and pressure from being put on the spot to say the right thing play into this.
But one of the major impediments you run up against is the person you’re talking with is them editing themselves in an effort to save face.
Even if you were the most gifted interviewer… the only people you’re likely to get un-filtered raw accounts from are psychopaths who are awaiting execution… people who have had witnesses tell the world the despicable acts they saw this person do… and who have confessed themselves to the gory details of their crimes.
You can’t hurt a dead man walking. You and everybody else already think the WORST of them.They have nothing to lose by baring their soul.
But the local school teacher who can’t get a date does…
The local hardware shop owner does…
The sexually dissatisfied mother of four who is married to president of the local bank and is on the board for the P.T.A. at her children’s school does.
This mom who worships big black cocks and treasures her college memories of getting tag-teamed three times a week for the last half of her senior year by a couple of brothers who had played on the football team can’t talk about fighting the urge to seduce the black stallion she’s been cozying up to at her gym, with a marketer who is interviewing her to “get a pulse on the market.”
A good therapist might be able to pull that fantasy out of her but a relationship expert selling a “Men are From Mars – Women Are From Venus” book probably isn’t going to.
Especially if this marketer is showing up in the context of interviewing her with the intent of getting testimonials for use on their website.
All this person will be getting is surface level garbage.
She’s just going to say “acceptable” things like “our relationship has lost its spark and I’m just looking for some ideas of how to re-ignite it.”
When the traditional marketer keeps hearing “boring, generalized” statements like this they think they’re in tune with their audience and they start putting stupid shit like this in their sales copy and content marketing…
“Re-ignite The Spark of Your Relationship”
But the internal “Big Black Cocks” conversation is the one that actually means something to this woman.
What would shock the hell out of her is someone showing up and saying…
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