Give Them Something They Can Use

A lot of marketers make it a point to give you the "What" but not the "How" and we've all been turned off by that. I know I have.

These kind of marketers have a simple minded goal - to raise your level of anxiety to the point where you are more likely to make a buying decision.

These are the very same marketers who will want to get on a call with you, tell you almost nothing about how they can help you, and then ask you for upwards of $10K of your hard earned money for that help which you are still really unclear about, but if they’ve managed to raise your level of anxiety enough you might actually do it.

And then when like any intelligent person would do, you tell them, “no” they turn up the heat by trying to make you feel like you will never succeed without their help.

I once had one of these marketers tell me, “Your mindset got you to $30K per month, but you don’t have the mindset to get to $100K per month.”

Of course it was bullshit, but this is what these idiots would have you believe.

Their strategy is to show you WHAT you have to do, but if you want to learn anything from them you’ll have to pay. And at each step of the way you’ll pay thinking this is it. This is everything I’ll need, only to find out that you have to pay more to go to the next level. And then the next one will require still more and so on.

By the time most people are done they’ll have dropped a few hundred, maybe more trying to climb the value ladder only to get frustrated and drop it.

And these short sighted marketers are counting that. They make most of their money on this BS.

This is the WRONG use of the concept of a funnel.

And the few who do go on and sign up for the $10K program are going to be taught the same BS tactics and the marketers are doing them a dis-service.

Jay Abraham himself says that a “client” is defined as someone who is under your protection.

How is it protecting someone when you are going to charge them $10K to teach them how to get clients to pay YOU $10K based on starting disingenuous relationships built entirely on the wrong foundation?

So how do you do this the RIGHT way?

Give them something they can actually use.

There’s nothing wrong with a funnel and a value ladder as long as it’s not BS. Don’t dangle carrots. Give them something they can actually use.

The goal should be to design a program that offers something “REAL” at every level and for every budget.

Teach your best tip or trick for free!!

That’s right!

Free!

Then charge $37 for something that’s easily worth 4 times that amount.

Then $200 - $300 for something that again is worth 4 times THAT amount.

At each of these steps you are giving people REAL value. Not some BS promise that only eggs people on to have to pay to go to the next level to get what they came for, and what they believed they were getting at the earliest level.

When you deceive people you are not putting them under your protection.

You become the one they need protection from!

You protect people by reversing the risk. Give them something they can actually use.

This shows that you have confidence in your product or service.

Yesterday I spoke with someone who admitted she was looking at “other programs” and I encouraged her to look at them. I even told her in one case that I had only seen good things from people on social media about one of these programs.

I’m not worried because I know what I have, and I know that I am honest and sincere with people in everything that I do and everything I offer.

In one of her comments back to me she made reference to my “teacher’s heart” and I consider that one of the greatest compliments.

Imagine a world where ALL marketers were actually sincere with people. One in which they were secure enough with themselves that they would never feel like they had to use “tactics” or “trick” people into getting interested in something.

If you actually develop a really good product and always come from the heart, you’ll never have to worry.

There’s a theory out there that in order to really succeed at the level of people like Elon Musk, or Jeff Bezos, you really have to destroy people on the way to the top.

I guess I would never want that kind of success. I want the kind of success that makes me feel good about what I am doing for people and affords me the freedom to spend as much time as I want with family and friends, as well as the freedom to be really selective about whom I work with, when, and where.

So do me a favor!

Go out there and give people something they can use, that will also serve as a reflection of whom you really are. Then build on that foundation and success is assured!