Session 4: Creating Your A.C.E. Triple Play

Session 4: Creating Your A.C.E. Triple Play

How You ll Use Each Triple Play Item LeadGen Audio: An Audio CD in your Shock-and-Awe box to establish your Authority, Celebrity, and Expertise (ACE). LeadGen Report: A transcription of the Audio CD providing additional ACE for prospects who would rather read. Book: This gives you SERIOUS ACE as authors enjoy premium status. (Plus we ll make it easy to create as you ll discover next session.) IMPORTANT: Having ALL THREE piles on the evidence that you are head and shoulders above your competition.

Relies on Information You Target Prospect Key Problem 3-5 Key Challenges Already Have: Ultimate Transformation Features from your Offer Secrets from Competition Eliminator Checklist

Additional Info Needed Here s what else you ll need: Slightly Expanded Story Teaching Segments (a.k.a. chunks )

Why You Need To Tell Your Story The goal of telling your story is twofold. 1. You want to position yourself as the expert and why someone should be listening to you. 2. You want the audience to identify with you. Therefore, having a great story that touches both the hearts and minds of your prospects is critical. You only need a slightly longer version of what you already wrote for your Conversion Engine sales letter.

Create Your Story BASIC STORY STRUCTURE: 1. Spent years [FIGHTING PROBLEM] 2. Discovered the secret is really [AHA MOMENT] 3. So I created [SOLUTION] for [TARGET PROSPECT] Leading to [TRANSFORMATION]

** KEY TIP! ** When you re creating content for your LeadGen Audio, you do NOT have to do everything as a script word-for-word Reading directly word-for-word is VERY hard. Consider instead creating snippets and bullet points to prompt you as to what to say. This is FASTER and EASIER to do removes agonizing over every word.

Example: Dave s Story Magician good, but only 3 shows a month need more shows How? Deep in debt, struggling, can t sleep. May have to get regular job. Attended event, saw Dan the answer?! Can t afford $247 sad, frustrated. Dan followed up scraped together money took MASSIVE ACTION. In 30 days went from 3 shows/month to 30! Then 57! Living my dream.

Produces: Dave s Story I was a magician doing just 3 shows a month. I knew I had a good show and I d always wanted to be a magician, but I couldn t figure out how to get more shows. So I was struggling, deep in debt and waking up in the middle of the night in a cold sweat and always nervous. I didn t know what I was going to do and thought I would have to get a regular job. Then I went to a seminar and saw this speaker. At the end of the seminar he had a product called Magnetic Marketing and I wanted to buy this product but I didn t have the $247 to buy it. I went home so upset and sad knowing that this was the product that was going to change my life.

Dave s Story But then fortunately this marketer, Dan Kennedy, sent me a letter in the mail telling me I can get the same deal if I ordered by the deadline. I was so nervous over $247. I talked about it with my wife and I actually called up the company and asked if this would work for magicians. Anyway I bit the bullet and put the last bit on my credit card and got Magnetic Marketing. When it came I devoured it. I spent a whole weekend, I didn t even sleep and on Monday I started implementing. The bottom line is in 3 months I went from 3 shows a month to averaging 30 shows a month. In my 4th month I did 57 shows! I was finally living my dream.

NEXT: Create Your Teaching Chunks The "Teaching Chunks" lay out what you need your audience to believe in order to take you up on your offer. What you teach in these 3-5 Chunks sets the buying criteria (just like the Competition Eliminator Checklist)

Create Your Teaching Chunks Q: Where do the "Teaching Chunks" come from? A: Your Competition Eliminator Checklist, which comes from your Offer. Offer: Competition Eliminator: Lead Gen Audio: FEATURE SECRET CHUNK

Examples FEATURE EXAMPLE FROM OFFER: More Power Hand Grip finger grip exerciser that you can use multiple times during the day to increase your body s POWER POTENTIAL. It strengthens your fingers AND reinforces a proper POWER grip, so when you pick up the big stick your hands will be pre-programmed to hold the club properly for maximum distance.

Examples ASSOCIATED CHECKLIST SECRET EXAMPLE: Strengthen your fingers and grip the club in a way maximizes your body s full POWER POTENTIAL.

Examples Which produces an almost identical TEACHING CHUNK bullet point in your LeadGen Audio: You need to strengthen your fingers and grip the club in a way that maximizes your body s full POWER POTENTIAL.

How to Create Each Teaching Chunk Now for each teaching chunk point, ask these three questions that your prospects will have: WHY do I need to do this? WHAT do I need to do? WHEN I do this, what will happen? Answering questions will make it easier for you to create the chunk. You ll typically want three or so points to go with each answer.

CHUNK: You need to strengthen your fingers and grip the club in a way that maximizes your body s full POWER POTENTIAL. So you would ask For Example WHY do I need to have strong hands and a proper grip for golf? WHAT do I need to do to grip the club for maximum POWER POTENTIAL? WHEN I do grip the club properly with sufficient strength what will happen?

Sample Answers WHY do I need to have strong hands and a proper grip for golf? Power in the golf swing comes from strong contact with the club. Weak hands produce weak shots. If you grip the club improperly, you create more chances for the club to go off line during the swing itself, causing the ball to fly off-course / erratically. When you do the right exercises that strengthen your hands, you also strengthen your forearms, which are key to turning over the club which imparts Power Draw spin to the shot when you hit it.

Sample Answers WHAT do I need to do to grip the club for maximum POWER POTENTIAL? Left hand grip strongly with the last three fingers. Right hand grip strongly with the middle two fingers. Make sure the V s of both hands point to your body s specific POWER POINT at your back shoulder. Grip the club with the proper pressure too tight and you will lose clubhead speed; too loose and you risk losing control.

Sample Answers WHEN I do grip the club properly with sufficient strength what will happen? You will strike the ball in a more consistent manner making topped shots, whiffs, and other major fumbles disappear. You will strike the ball more often on the sweet spot of the clubface which transfers more energy to the ball. The ball will fly straighter AND further because there s less side spin and a more powerful flight path for the ball.

Summary - Creating Your Teaching Chunks Pick 3 to 5 Secrets from your Competition Eliminator and create your teaching chunks as per the preceding example. Answer the WHY, WHAT, WHEN questions to create the chunks. Your answer to each question should make 3 or so key points. You don t have to write out everything word for word bullets are fine.

Tips on Creating Your LeadGen Audio Use the UMMLeadGenAudioTemplate - that will give you the entire audio start to finish. Rewrite the placeholder copy as necessary we ve worked to make this easy. You don t HAVE to write out the ENTIRE audio script word-for-word. Working from bullet points and talking to them is just fine. Don t stress over getting it perfect good enough is good enough.

Tips on Recording Your Audio Use your PC or an online service to record. Make sure to have water and tissues handy in case of discomfort. Watch your pacing it s easy to rush and talk too fast. Watch your energy level you want to come off as vibrant and energetic. Vary your tonality and speaking style to keep it interesting. Low. High. Slow. Fast. Loud. Soft.

Create Your LeadGen Report When you finish recording the audio, simply have it transcribed. Plenty of services online to choose from. They will send you the document go through it and edit it for typos, etc. You could also hire someone from elance to do this too. Plug into the Report template we provide.

Producing Your LeadGen CD and Report When done with both the audio and report you re ready to produce. Multiple vendors available. Use the templates we provide. Strongly recommend hiring a graphics designer at elance, etc.

Next Time: How To Write A Book Without Ever Putting Pen To Paper