It’s Lewis a.k.a. Nerd #2.
I’ll consider you a genuine advertising ninja if you master what you’re going to see today.
No one who calls themselves an internet marketing expert teaches the core truth about how to get traffic with the exception of Eben. Yep. I said it. And I believe you’ll
say it too after you’ve read this.
And what’s awesome is learning how to do what Eben shows you here is easier than learning all the techno mumbo jumbo and super tools you see out there and I guarantee it will work for you in any business you’re in and any media you spread your message with – not just internet marketing.
Let’s get this party started . . .
Richard Bandler and John Grinder back in the 1970’s founded NLP by going out and studying the therapists like Fritz Perls, Virginia Satir and Milton Erickson who were getting results with their clients.
Richard and John found commonalities in what they were doing and fused them together into what they called Neuro Linguistic Programming.
The study of the structure of the human experience is one label that’s been put onto NLP – The process of how we learn and respond to life.
In NLP one of the things they teach is that if you want to get something done in life, you set up the conditions so that it’s more likely that you’ll get what you want.
Part of doing that is forming a clear outcome and describing exactly what it is that you want. And of course you build in flexibility so that if what you’re doing isn’t working, you can change your approach.
Evidence Procedure is what really interests Eben in the light of marketing and NLP.
An evidence procedure is all about being able to tell if you’re getting closer to an outcome or not. So say you wanna lose 10 pounds and you cut out a picture of a bodybuilder and put your face on top of theirs so you’re real clear about what you want. You figure out the way to lose the weight with exercise and training and you get yourself motivated to start but the question is, how do you know if you’re getting closer to your outcome?
Your evidence procedure might be that you step on a scale every day and then you record onto a calendar and a chart the measures your progress and you’ll be able to see the trend line. If it’s going down, you’re on track. If it’s going up, then you know you need to change something. This is your evidence procedure.
Most people when going for an outcome won’t go to this extent of having an evidence procedure that’s measurable and verifiable and as close to a fact as you can get.
Humans need to meet with each other and find commonality where we agree if we want to get any kind of progress
You need to explain and communicate these things in a way that the other person understands and appreciates.
We’re so good at talking in general terms like health, love, relationships, and money which are about as broad as you can get. We talk about them knowing what they mean to us from all of our life experiences and we assume people know what we mean.
When we don’t do this, we avoid connection with another person. So in your advertising and marketing, you want to try to communicate in a phrase, an opening line or a headline, a subject line or a link, you want to be saying
“I’ve got your tangible result right here. Exactly what you need. No misinterpretation.”
And you want everything layered so it’s meeting their survival and reproduction need, their power, affiliation, achievement needs, as well as their towards and away desires.
You want to be thinking about how your prospective customer would know if their problem was solved
How would they know that they got what they wanted?
What would happen in reality that would signal to them that they got the result they wanted.
If you were $10,000 in credit card debt, what would be the specific, undeniable signal that your debt had been eliminated? Getting a statement in the mail that says zero balance on it having no more collectors trying to muscle money out of you.
The evidence that you’d lost 20 pounds of belly fat would be that the pudge would be gone and you’d be fitting into your skinny jeans.
The evidence that your wife didn’t want to be with you anymore would be returning home from a business trip to no furniture being in the house along with none of her shit.
With what you sell, something symbolizes and represents the whole thing being done – your prospect getting what they want and moving away from what they don’t want. And it’s often something small like skinny jeans or zero balance.
If you challenge yourself to figure out the tangible thing in the real world, the actual thing that can be seen in a persons mind, that a dozen people standing around it seeing could agree that, “Yes. This is real,” and you can describe it and it actually represents the promised land, you’re going to much more likely to successfully communicate your concepts to your prospective audience.
You have to squeeze all of this down to a little picture, maybe a little video, something that’s got one second to grab someone’s attention, so that you can get a person to say, “Yes, this is solution to a problem I’m having.”
Since you have to cram all of this knowledge into a headline or an image it’s gonna be much more likely to land home if it’s tangible.
This isn’t normal thought process. So most of us think “Lose Weight” is good for an ad when “Lose 9 pounds of belly fat in 19 days so that you can fit into your skinny jeans” is so much better because we assume they’ll make the picture of themselves fitting into their skinny jeans all on their own. They won’t.
Abstract Ideas vs. Tangible Benefits/Results
Humans live in two worlds:
The first one is based on concrete experiences in reality.
The second one is a world of vague feelings, notions and abstractions.
When you’re creating your marketing, it’s crucial that you meet people in a common space where they can see the concrete, measurable, tangible and specific results you offer.
To do this you have to turn off your generalization mechanisms and turn on your concrete experience mechanisms. Talk about “losing one pound of belly fat”, or “$5,045 dollars in cash”.
Focusing On Benefits Exercise
Prospective customers who don’t know you, don’t like you yet, don’t trust you yet are focused on one main outcome – Getting the result they want which gets my needs met.
Your product or service actually comes between them and the result they want. This means it’s valuable to forget about what it is that you sell or offer, and get crystal clear about the result or the benefit that your customer is looking for.
This exercise is meant to find the benefits of the products, services, systems, techniques that you offer. You want to focus on irrational, emotional “hot button” results and benefits (and remember to include the avoidance of pain too).
Feature: What is your product, service, system, technique, etc?
Advantage: What does it do?
Benefit: What is the result or benefit that your customer experiences?
Feature: Air conditioning in your car.
Advantage: Keeps the air inside your car cool
Benefit: This means you can keep the windows up in your car even in hotter than hell temperatures and avoid roasting and sweating all over your clothes and your seats.
Most amateurs only speak to features so instead of telling you that, “Having air conditioning in this car means that in 27 seconds, the air in your car will be whatever temperature you want it to be, they just say, “It’s got air-conditioning.”
So now, choose your favorite feature from what it is that you offer. What is that you offer that is the “magic bullet”? What is the system you prescribe to people that solves their problem? What is your feature?
Then, what’s the advantage? What is it’s function?
And now, what’s the benefit? List at least 5 here…
The Deeper Benefit Exercise:
Within every benefit is a deeper level of benefit.
When you ask yourself what the next deeper level of benefit is, you can get to the emotional benefits that motivate people to act.
Example: You teach guys how to write personal ads and the original benefit you came up with was, “Single women contact you for dates”. The deeper level benefit could be, “You get to choose the women that you want.” The third deeper level benefit might be, “This means that you don’t have to deal with the rejection that comes with approaching women in person.”
This is one way to keep yourself from being abstract and general when explaining what it is that you offer.
It’s all about saying, “If they get that, then what more tangible, more specific thing do they get?” And when they get that, what more tangible, more specific thing do they get?”
Now take one of the benefits you’ve come up with from above you’re going to go two levels deeper on it so that you can show yourself there’s always a deeper level you can go to…
Side Note: If you’re dealing with transformation/personal development, you’re really dealing with what another human being has no reference for, has no way of understanding what it could possibly be, and no way of communicating it because by it’s definition, transformation exists on a higher plane.
Where you screw yourself with this exercise is saying to yourself, “My business is different”. The key with this challenge is to look at the last group of 10-100 people you worked with on average, the second before they heard about you, before they knew who you were, they thought they had a particular problem right before they found you. That’s the way that it always is.
It doesn’t matter if you’re going to Landmark for an official transformation seminar or you’re going to an ashram, the moment before you heard about it you’d gotten to the point where you were looking for a solution to a problem you felt was tangible.
And since you’re trying to meet this person at this exact moment where they don’t know who you are yet and all they know is what their problem is and then they see or hear something that is the representative of you whether it’s a banner ad or a PPC ad or someone else talking about you, you want to make sure that whatever it is that you say, matches up with what they think they need, so that they say, “Oh, that sounds like the solution to my problem. I should click here.”
If you’re selling personal transformation and you’re using banners or PPC or listings or articles or videos, if you start the ad off with, “You’re about to learn how to transform yourself, your business, and your life” at the end of the “Your Life” you’ve lost them. This is especially true if they don’t know you.
What they want to hear is that you’ve got the solution to their problem.
Once they’re convinced that you know what you’re talking about, then you can sell them all the transformation and abstract stuff that you want because they trust you.
A great example David had to learn from selling dating advice was that men who didn’t know and trust him, didn’t want to “learn how to be a better man.”
They’re not interested in becoming all they could be. They’re not into “Tap into and actualize your true potential so that you can become attractive”. They don’t wanna hear that.
They want to hear pick up lines that work in any situation that they don’t even have to say. But guess what? Most of what Eben sells is transformation stuff.
But he has to write the ad that says, “Get your pick up lines here,” so that they come into the tent. And then you give the pick up line and then tell them, “By the way, if you just use this pick up line and you don’t know all of the other stuff that you need to know, you’re hosed. It won’t work like you want it to. It could work 10 times better if you’d just add this component in,” then you lead to some more free awesome stuff that helps them along so that now they can trust you enough to purchase your book for $20 bucks. They get this, see good pick up lines in here and explanations of how they work.
Now you’ve built even higher trust and only at this point can you say “the game is stacked against you and there’s a better way. You can do more by getting a hold of my inner game program (that’s all abstract transformational stuff).”
This course has zero techniques in it. But they sell a ton of them because he’s built trust first with his audience.
You have to meet the problem that a person has right now when very first introducing yourself to them
You’ve gotta be saying something strong enough to get them to click your subject line that’s 17th on the list, smack in middle of a bunch of other stuff, while their phone’s ringing.
All you’re looking for is that click. Just getting that, is a MAJOR accomplishment.
The barrier you’ve gotta get yourself over is that the other human being isn’t as ready for us as we are for them.
They haven’t been sitting preparing themselves to sign up for a course, dig in and do all the work, spend a year or two or five dealing with this area of their life.
They’re in an idealistic, “Where’s my pick up line that’s guaranteed to get me laid, where’s my pill that I can take an overnight end up with a schlong that hangs down to my knee, where’s my scratch off lottery ticket that’s gonna put a $1 million dollars in my pocket so I never have to worry about money again.”
That’s where your audience is at.
That’s where we’re all at, almost exclusively when we’re dealing with a problem or an issue we’re facing, “I want it now and I want a quick answer.”
If you’re selling transformation to CEO’s and their main concern is about their employees being poached, then you write the headline that shows them how to stop this.
Then when they show up, you give them the technique to fix that.
And while you giving them this solution, you tell them that this isn’t their real problem. Now they got the technique so they can trust you, and when you say this, they’re more open to doubt and can say, “Oh.”
This is when they can hear more from you about the underlying problem that’s causing their symptoms. The key is to line up with what they think they need. If you don’t do this, you aren’t gonna have any new clients you can perform “transformational work” on.
Think of how unattractive this sounds to a person who has 20 lbs of belly fat on their body… “I want you spend the next 5 years COMPLETELY changing your diet, your lifestyle, your paradigm, your philosophy, the way animals are treated on this planet, the eco-system and the giant hole in the ozone, and de-forestation issues involved with food, etc.”
This isn’t where they’re at.
But if you say to the person, “I can help you lose the 20 pounds of belly fat in 123 days. 4 months and 3 days from right now, you’re gonna have none of that belly fat on you. I know the way. Here’s the first technique you’re gonna use right now and in 4 days you’ll have actually lost 2 pounds, here’s the technique,” they’re gonna be all over it.
And while they’re using this, you’re building trust, and then you’re able to tell them, “I’m gonna help you lose that belly fat. And by the way, why do you want to lose it? Then you get to dig into the issues a little more. And when you find these out you’re able to say, “I can help you get what you really want. Because what you really want isn’t that. What you really want is something deeper.” People can’t hear that when they don’t know, like and trust you. While they’re going along on your plan and losing weight, that’s when they can hear you.)
Example: Knee Pain Relief
Benefit: Stand and move around on your own without a lame knee brace or cane or walker or a limp.
Deeper Benefit: You can stop relying totally on your spouse and start paying your own share of the rent/mortgage because you can stop being a fuckin’ pussy and take your ass to work.
If you take a 100 of your potential customers, there’s a group of them that are having a common problem that could be described in sensory specific language.
What you’re gonna find is that if you talk to fewer people, more specifically talking directly to their needs, you’re gonna get a better response than if you talk to more people, in a more general manner.
One of the humps you have to get over in your mind is the idea of, “I’m thinking about my customers and they don’t ALL have this ONE thing in common. I work with EVERYONE.” The counter to this is asking “What does this 60% have in common? Or what’s the biggest challenge or specific problem, desire, outcome, situation that’s the most common?” Let’s say you find that 65 out of 100 have $10,000 in debt. You’re gonna be more successful speaking directly to getting rid of $10K in debt than you are speaking just to “debt.”
What you’re after is “Self-selection”. You’re looking for prospects to say to themselves, “Hey, that’s me that you’re talking to,” when they see or hear your ads. And the details in what grabs their attention can only be had by someone who gets your problem. So now your ad is magnetic. That’s what you want.
In every product category, every business niche, every hobby, there’s a bunch of jargon that’s used to describe tools, techniques, elements and so forth. Guitar players have jargon that doesn’t make sense to non-guitar players.
If you’ve got a hobby and saw something that written in your language you’d say, “They get it.” He gives the example that if he was driving and saw a billboard that had said something in “Guitar-a-nese” and had on it a picture of a Paul Reed Signature guitar on it, he’d be compelled to pull over to see why it was on this billboard.
We all have this happening within us. But we also have this going on with all of our little secret needs – our fears, frustrations, problems, secret desires.
We get backed into a corner in our mind because our problems are getting worse and we haven’t figured out how to get out of it. And if we saw the billboard that promised to get us out of it, we’d say, “This is talking to me.”
Your job is to figure out what this specific combination of pictures or words is that arrests people in their tracks so that they want to get in touch with you so they can learn more.
END OF NOTES
I trust you see why I made the bold claim of, “What No one Teaches You At Internet Marketing Seminars About How To Get Traffic To Your Site”.
Even the guys teaching PPC don’t go this deep. They don’t even know to go this deep. They do a cute little section of their seminar on how to write an ad and the rest of the time is dedicated to the tactics and tools.
That isn’t what Eben did. He pulled you in the tent with the title “Traffic Intensive” and then spends pretty much the ENTIRE seminar getting you focused in on who your perfect prospect is and what to say to them so that when you actually spend money using all the the ad buying, campaign and keyword strategies you know, the ad you’ve so strategically placed actually catches the perfect prospects attention. This is the REAL way to optimize your ad campaigns.
What To Do Now
Now do yourself a favor and go the top of this post and either click the “Print” button right under the title and keep these notes near and go compare any of the your ads your running to what you learned here and see how abstract and vague the promises you’re making are.
Or, click the “PDF” button and store this as a PDF you can keep on your desktop so you’ll have it right on hand when checking your current ads or writing new ones.
Get a handle on this and I promise you’ll be grateful that you did.
Lewis LaLanne a.k.a. Note Taking Nerd #2 a.k.a. L.L. Cool Nerd
PS. If you want every single “How To Get Traffic To Your Site” break through that internet marketing expert Eben Pagan laid down at his Traffic Intensive Summit, you definitely want to click here now to put your hands all over the full set of notes here <—–