Chunking Claims Up and Down - The Process Of

Reframing Beliefs and Value (30.12.22.)

When you know how to change someone’s reality, only then can you get them to step
into a new reality, and the frame of what you sell determines the value of what you sell...
...When the frame of value exceeds the price, the sale is made.
So knowing how to frame, reframe, break down the frame and build up the frame is a
critical piece of being able to write converting copy.
The mind/belief system has a limit as to how much of something it can absorb at once
and that limit is based on how “big” that something is.
In short, it's the difference between possibility and attainability, see my post about that
here:
Possibility -> Attainability & The Depth - Of The Mechanism In Marketing / Sales Copy

https://www.facebook.com/.../nothi.../posts/931066961626996/
Most copywriters fall short on the difference between what’s said, what’s understood,
what’s claimed, and what’s believed.
So it’s not so much about what you say, but rather what they understand.
And it’s not so much about what you claim, but rather what is believed.
The mind can only absorb a certain chunk (size) of information at a time and in turn, a
certain chunk of reality that they believe is true.
Translated into the game of direct response — the mind can only absorb a claim of a
certain size/believability. Anything bigger is automatically rejected.
So the question then is, how do you do that? How do you make them understand and
believe the claims that you put forth in your copy without shrinking them down so much
they're no longer appealing or motivating… or worse, no longer able to stand out from
the crowd?
This process of evaluating something to be true or not is largely based on “is it true for
me?”
To the degree that something is true for someone will correlate to their experience or a
ratio of experience to that claim.
One of the best ways to have them understand a claim as true for THEM is through
chunking down and up.
This reframes the structure of the claim by breaking it down into believable pieces that
are real to them and thus create possibility.
Without doing this, you can make someone believe something is possible, but you can’t
make them believe that it’s attainable for THEM.
The distance between possibility and attainability is far too great.
So chunking down a claim works by taking a claim and breaking it down to individual
pieces that are not only possible but attainable for them.
While you're breaking this down, this is also a part of how you create rhythm and
cadence in copy, it has this "punch punch punch" flow to it.
You may have noticed me chunking down and breaking down beliefs in the NHB group
here before, and the process of me doing that was to subtly reframe just how easy it is to
make a million dollars a year, so long as you have your own offer.
The process went something like this...
Chunking down copy example in biz-op:
"...You might think that making $1 million per year is possible but not attainable for you,
but let's look at what it really means to make a million these days...
...That’s only $83,333 per month...
...Which is only $20,833 per week...
...and that comes out to about $2,976 per day...
...Having a job or having client work, that’s not really attainable, but if you have an offer
with an AOV of $150, that’s only about 20 sales per day.
Do you think that you could get just 20 sales a day, when there are over 2 billion people
online at any given moment?"
That’s me chunking down that belief - I broke it down to its base of 20 sales at $150.
Now, to further it...I can talk about how many markets there are, niches, opportunities,
etc...
...What this shows is how initially the million-dollar CHUNK was way too big to accept,
especially for someone who has never done it…
...Remember, if they have not done it, it’s not part of their reality, so accepting that as
part of their reality is going to be hard, and if they can’t accept it as part of their reality,
then it’s not going to be possible for THEM.
As a side note, the way I made my first million bucks online started when I made my first
$1,000. Then I was like, “Ok...I just gotta do this a thousand times, and I'm set”, then
when I go to $100k...was like, ok I just need to do this ten times and I’m at a million, and
I hit it pretty quickly.
So you chunk down to the point of reality, so since most of you have made $150 online,
you can now see how that changes your FEELING about it.
If a million wasn’t part of your reality, you felt bad...but if you made $150, then you feel
good because you know you can do it, and you just have to have a way of doing it 20
times per day.
The way you chunk down is basically asking yourself this very simple question:
“What does this really mean?”
So in biz-op obviously, it’s money-driven, in other markets, it’s time-driven, and yet in
other markets, it’s resource-driven.
Once you know “what this is really about,” you can easily chunk it down.
So that’s how you chunk down...
… Then what you do is, towards the end of the copy, you chunk UP value...
...So you’re now starting to take the pieces you scrambled in the copy and bring them
back together to create value...
...As I have chunked down, now it’s time to chunk up...
...And in the chunking-up process, you basically position the value of what you’re selling,
and what that looks like is this:
Copy example in biz op…
(after you describe the product)...
...And the cost? Let’s talk about what it’s going to cost you NOT to do this...
...The cost of you not having your own offer is going to cost you years of working for
someone else...
...Making other offer owners rich...
...Cost you years of opportunity…
…And ultimately never reaching your real goal of a million-dollar business…
… Because your current model just can't scale that high…
…So while you spent years making your clients millionaires…
…You never got to enjoy the same benefits of your OWN work!
...And the price? It doesn’t matter because what you’re going to get works and because
it works, it’s going to cost you nothing since it’s going to pay for itself many times over...
...So the real question is, how much are you willing to pay for the value that you’re
getting...
...how much are you willing to pay for the fact that you’re finally going to be able to build
a 7-figure business...
...And get everything that comes along with that 7-figure business...
...A business that’s going to give you the life you’ve always dreamed of...
...And anything you want in life...
...Want that dream house? Your business will generate money and you’ll be able to pay
for it...
...That car you always wanted? Done...
…Being able to genuinely take time off whenever you want or need…
… To be there for your family and not have to answer, alert, or ask anyone permission?
Well with no need for clients, you're finally the TRUE boss and free to adjust your days
as needed…
That’s the gist of it, and the idea here is to take the pieces and build them back up
together into something that’s far more valuable than the thing itself, yet still attainable,
and once you do that the value of what they perceive will far exceed the price they’re
paying for it.
While the question of chunking down is “What does this really mean?” the question of
chunking up is “What is this really about?” and you just build it up into it being about
something that is transformational for them.
So here’s what takes place during chunking down and up:
1. You make them believe the claim by breaking down what it really means and now
it's part of their reality, so now it’s possible for them
2. . And now that you outlined “what this is really about” the payoff is now far higher
for them than ever because the whole is greater than the sum of its parts -
making their investment feel like a no-brainer and well worth it
So start chunking down and chunking up in your copy.
Oh and one more thing…
…Once you start learning how to do this, you’ll notice that you will hit hypnotic patterns
in the cadence and rhythm of your copy…
…Once you do that, you have to bring them back to the present, and the way you do
that is use words such as:

● Now
● You see
● What you need to realize
● What you need to understand
● Etc…

Anything that snaps them back to the present, as this will make them absorb the chunk a
lot better.
Oh and one more thing…you don’t only chunk down and up once…you can do so
multiple times in copy whenever you need to make the chunk of the claim believable.
Talk soon,
Alen Sultanic
Post addendum #1: So when you're working on copy, copy chiefing, have clients or want
to improve copy to beat the control or whatever - look for areas that are too chunky and
than chunk it down into pieces that are part of their reality than build it up, so what you're
doing is breaking down their reality and than building up a new reality they could not
accept before.
Towards & Away Language In Sales Copy - The Missing
Key To Getting Better Customers and Reducing
Refunds, Chargebacks and Complaints. (27.12.22.)
I’m in mood to teach more copy concepts lately, mostly because as much as I know
about it, I don’t really teach it all that much…
…So I decided to change that and impart some wisdom to you guys regarding the
nuances of copy, as it is one of my favorite things to play with in the game.
ahem
...A whole lot of change is taking place in our industry, and the funny thing about change
is that usually, as it’s happening, we’re not aware that it’s happening...
...We only notice it in hindsight when it’s too late.
...Being in this game for about 20 years or so, I’ve had this sneak up on me a few times
and so this post is about helping you see around the corner so the change doesn’t sneak
up on you.
What I’ll open this post with is this:
In terms of change, direct response is largely based on the “response” part.
This is because MOST don’t have large capital reserves to go negative and acquire the
customer.
So the entire name of the game is measured in ROAS...how can we get that return on
that ad spend as fast as possible.
AOV over CPA right?
Well in order to get that instantaneous return on our investment, we have to make
claims, more claims and more claims...all sorts of claims...
...Direct, indirect, comparison, all kinds of claims.
...It’s like a cheat code to the offer owner/copywriter...
...They let you “skip levels”.
And the levels you skip is one of time.
Direct response is a short game, while branding and business in general, is a long
game.
The primary difference between direct response and branding is one of time disparity.
So what direct response excels at is instead of having to wait months or even years to
get a return on your investment like branding and most other types of regular
businesses, you can get it today.
Well, the only reason you can get that investment back today is that you’re making
claims.
This is one of the reasons I’m not a fan of the big idea, it likes to bring a lot of claims with
it.
...And you know, these claims do work, they do work...until the regulatory boys and girls
come in and put an end to it.
...I hear a little too much much talk about our good friends at the FTC, FDA, and SEC
lately...
...And see quite a few people getting letters, and others shut down.
When in reality, a lot of this can be avoided altogether.
I have a number of members in FF / NHB+, clients and friends who are going through
the process of “cleaning up” their copy quite a bit now in order to be compliant...
...Which is a good thing, and this is one thing I shared with them to help them navigate
these uncertain times.
The only thing about cleaning up copy is that your CPAs will typically double or triple...
...And the reason you had to clean up your copy is that you had no choice.
So the purpose of this post is to show you the power of language, it’s effects on
attracting the right and wrong types of customers and in turn, creating better or worse
customers.
I consult with one of the top biz-op companies in the industry, they do $50m / year.
Their CMO also worked for another company prior to them that did $30m / year.
When I told them about the concept of away / towards language in copy, his wanted to
move all their copy to away copy — because it has the potential to double your
business...
...So before telling him it’s a bad idea…
…I asked him a simple question:
“What was the refund rate in your prior company and what is it now?”
The other difference between two companies is one got an FTC letter, has 30-50%
refund rates, their customers hate them, their reputation was tarnished and they
basically had to shut down all their offers and rebuild.
The other one didn’t get an FTC letter, has sub 5% refund rates, and their customers
can’t stop saying enough good things about them.
What’s the differnece?
The difference is, the company who got the FTC letter, had massive refund rates, etc...
...Used AWAY language in their copy.
The other company used TOWARD language in their copy.
That’s it.
The difference is subtle, yet massive…
…Think of it as PAIN language, the language that moves from PAIN, and GAIN
language, the language that moves to GAIN.
...The people who respond to AWAY copy are:

● Low emotional states

● They want to get away from a problem they are facing
● They do not take responsibility for the problems
● Have high expectations from your site
● Not willing to put up with pain so they try to get away from it
● See pain as a permanent and unbearable to getting what they want
● Away people are all about getting away from where they are to a space where
they no longer feel any type of emotional or physical pain
● Inpatient
● Want instant results and if they don’t get them, a lot will request a refund

The problem with them is as they say “everywhere you go, there you are”. No matter
where they end up…there they are.
The people who respond to TOWARDS copy are:

● High emotional states

● They want to solve the problem they are facing
● They take responsibility for their problems
● The main expectation they have is that it could work if they work
● Goal seeking and outcome-oriented (as opposed to pain-fleeing)
● Willing to put up with enormous amounts of pain in service to attainting a goal
● Sees pain as temporary and bearable if they get the carrot they can imagine
● Towards people are all about getting to what they want vs the pain they are in, or
might feel on the journey to the goal.
● Willing to take a level of taking personal responsibility, and control over their lives,
and others wont, thereby being empowered and willing to adapt/change/and take
action imperfectly
● Have a lot of patience
● Are willing to wait to get the results

Away from copy uses language that gets them AWAY from a problem...
...Away from the pain, but it doesn’t have any directionality in terms of towards, and as
soon as they FEEL they’ve gotten away from the pain, they stop.
In that process, in order to motivate them, an inaccurate expectation was created and
now, instead of wanting to get away from their pain/problem — they want to get away
from you, because now you are the NEW problem they have…
...And usually that new problem is the fact that they gave you money, created an
expectation (or maybe you did for them), and now there’s a mismatch and they want a
refund...
...Because of their negative state, they’re apt to complain, leave bad reviews, refund and
really disrupt the energetic field of the company. Basically, they bring everyone down to
feel bad with them.
When you have enough of these in your business...massive complaints will ensue and
you are fucked.
Oh and once done, they do not buy again or make a good long-term customer, they’re
like building a house on quick sand…
Now compare that with TOWARD language…
...These types take responsibility for their actions. They own up to it and want an
outcome…
…and tolerate short-term pain in order to get what they want.
...They know they have a problem, but don’t blame the world for it, nor do they blame
you...
...They own up to it, and tend to take their losses if they buy something, don’t act and
accept it as their fault.
… the outcome outweighs the pain of buying something even if it didn't work.
They’re nice, kind and will become good long-term customers.
On top of that they’ll tell others about your products and services.
An example of towards copy:
“Here’s how you can feel better in just 3 days by taking this joint supplement”.
“Here’s how you can build a highly profitable online business by learning how to create
offers that scale”/
An example of away copy:
“Here’s how you can instantly stop joint pain without ever having to take another pill
again”
“Here’s how you can quit the job you hate, eliminate debt and gain freedom by creating
this one thing that only requires you to work 2 hours per day”
These are oversimplified nuances, but basically be aware of what type of language you
use in your copy, on your offers, in your email, FB posts, instagram and everywhere else
you pack copy into your messaging...
...Because it will attract a certain type of person.
...You might get LESS towards people with your copy than you would with AWAY, but
one towards customer is worth 20-50 away from customers…
…The ratio is about 70% away-from in any given market and 30% towards.
This is the main disparity between those that make it vs those that don’t.
...Considering the disparity in complaints, refunds, and chargebacks…
...it’s a no brainer.
If you wonder why there are so few companies in direct response that stood the test of
time, this is one of the reasons…
…And I know, because I built way too many offers (more than I can count) using away
copy — unitl I learned the hard way not to.
Oh…and one more thing…kind of important here…
…Towards/gain people basically ascend themselves as they are driven TOWARDS aka
to GAIN…
…So upsells, back ends, recurring, everything…they are about 100x easier to sell than
away / pain people.
The away / pain people you really have to drill in those pains to get to move.
Everything I do now is all about getting towards / gain customers and I think you should
too.
If you’re unsure which way your copy leans — towards or away…
Does your copy offer to LIft someone up out of a hole? (or pain)
Or does it invite them to climb up towards a goal above them?
The pit or mountain
If it invites them to climb its towards the goal is the reason
If it helps them out of a pit, its away, (solve a pain)
See the difference?
Talk soon,
Alen Sultanic
p.s. As always, comment box for comments, love, questions or anything.

Post Addendum #1: It's damn near impossible to build a good business on away
customers. You always have to chase them and their pain.

Post addendum #2: There is a BIG difference between being able to acquire a customer
and build a business. With one, you can acquire them, but hard to build, with the other
one, you can build something.

Post addendum #3: It's always a mixed ratio, never 100% on either side. But one will
sway the other, however...the bigger you get, the less away you want and more towards.
Early on, away will generate traction, but will destroy you as you grow. The other thing is,
in a heavy regulatory environment, it's also not a good idea to focus on away copy.
The Guide To Beating Controls (26.12.22)
The control — every copywriter's coveted prize that gives them instant status and
massive bragging rights in the game…
…and the sought-after cash cow for the offer owner.
…Everyone wants to have the control, yet most don't know how to beat the control —
mainly because most are trying to guess how to do it.
It goes something like this: They're making money with that, we should make an offer
like that, but do it our way... then, when they do — it doesn't work. Flop.
This post is going to change that for you by showing you the exact process of creating
and beating controls using a step-by-step process that works in every market.
I have some of the top copywriters and offer owners in the world come to me for advice
in Fast Forward, and one of the questions that come up often is "How do I beat this
control?"
Oftentimes, they're hired by some of the top companies and tasked to do exactly that —
beat their control that all others have failed.
A daunting task, one in which you sit down and start to look at it and start thinking about
"How can I make this better?"...
...Maybe you swipe a little bit of that, a little bit of this, move a few things around, and
give it a shot.
...You read it, your copy is fire — on the surface, reading this copy... it's better. It opens
better, it punches harder, it grips the prospect, and expresses emotions in a way that
made you go "I'd buy that!"...
...Than you read it once again, polish it off...sign off on it and send it off...
...They run it and it fails to beat the control.
*rage mode ensues *and you go WTF!
"Mine was better, I would have bought it. Unbelievable". sad face
… That's the thing, YOU would buy it, but you're not the market and that's why the
market wouldn't, so it flopped.
Here's what typically goes wrong:
On the surface level, looking at it...
...You wanted to take what they had and didn't want to deliver "the same thing"....
...So you decided to get a little creative, change a few things around, and reorganize it to
make it better.
One of the things I find the creative types do, is that we LOVE to take something that
works and change 10%-20%...
...We just can't help it.
...The only problem is typically that 10%-20% that's changed is what makes or breaks
the offer.
So let's put an end to the guesswork as to what's going to work and give you a little
certainty in the game that's going to allow you to beat any control and rise up in the
ranks in the copywriting world.
You see, often times, when people come to me for consulting, they do so because they
don't know what questions they should be asking...
...If you ask the wrong questions, you'll always get the wrong answers.
So a lot of what I do is knowing where to look and what to ask so that the right answer is
self-evident.
It's VERY easy once you know where to look and what questions to ask.
So when copywriters come to me and ask me to take a look at their copy and make it
better — they typically want me to take a look at the words, story, etc...they chose and
make them better...
...The choice of words is important, but it's not going to move the needle that much as
it's the weakest form of communication.
So instead of starting with the words, I go one level above and look at what contains the
words...
...the structure of the copy in the market they're in.
Most of the flops against controls are based on using the wrong structure.
And herein lies one of the great secrets of copywriting.
You see, when it comes to controls, copy and beating them — it's not so much the words
we use, as much as it is about the structure of the copy.
So often times the failure to beat a control is not a failure in the choice of words, but
rather the failure of unknowingly changing the structure of the copy.
…Once you change the structure of the copy in the market, it's destined to fail.
Because markets don't respond so much to words as they do to structure.
Structure of the copy is defined as:
The components and elements the copy must contain in the right sequence to satisfy the
prospect's criteria for accepting something as TRUE (so they believe is true), so they
can move to the next step in the CTA.
Whether you realize it or not, each section of copy has an invisible CTA, when elicited,
gets them to go to the next section, all the way to the end, and then to the checkout
page where they buy.
When you see a drop off in your video stats — that's a failure of criteria and that hidden
CTA...on whatever level, they don't believe you and leave.
The structure is not to be confused with the format. The format is what is the medium of
communication. Video, text, etc...each format has a structure.
If you're in the game of making money online than this is going to be one of the most
important posts you'll ever read, because it will show you how to beat and replicate
controls in any market.
So if you're an offer owner and you have a winning offer, before spending a dime on
copywriters to beat it. Get the structure right and have them beat the elements WITHIN
the Structure, and you'll do a lot better.
If you're a copywriter and you're tasked with beating the control, then deconstruct the
structure of their control in order to beat it.
So you have:
Market -> Format -> Structure -> Story / Hook / Mechanism / Close / Etc...
So if you change the above levels, they tend to greatly affect the lower levels.
And when it comes to controls it all comes down to structure — the STRUCTURE of the
control.
Once you understand this, you'll be able to beat any control and in the process proceed
to piss off every copywriter who had the control, because you just took away their
bragging rights…
…"BUT I HAD THE CONTROL FOR 9 YEARS"...Sorry bro, not anymore.
So back to structure...
Think of Structure as the criteria the market needs in order to satisfy their
decision-making process as to accept this as "truth".
The structure is about the mental process. One has to go through the sequence of
events in order to gain the experience so they can make a decision.
It's not about criteria it's about the process and the process in which criteria is then
examined or exposed.
An example is if you were telling somebody about the criteria of a car that they want, you
don't always start with the wheels you would start describing the motor first before the
wheels so it's essentially the process in which you expose the criteria.
In essence, structure is the components and the sequences of events in the format of
the offer.
Btw, the process of decision goes in the CTA: Judge (compare) -> Decide (remove
alternatives -> Act (choose what you're selling).
Without them accepting something as the truth, they will not act on it. Truth has many
levels. There are layers of truth, one is built upon the next and this is what the structure
provides for the market.
THAT is what the market responds to and any time you deviate from the structure, it
doesn't work. The market will reject it.
The structure is everywhere in all winning controls, not just our space...
Why do you think Elon Musk made the ELECTRIC car?
Steve Jobs made the iPhone?
The list goes on.
Everything is an evolution of structure.
It's a derivative of the same structure, but better.
For the few that make it, you can also see countless failed products in the graveyard of
"innovation", and it's filled with taking components, parts and attaching them to a NEW
structure.
So they change the structure, but not the parts.

● Same structure -> better components = control.

● Different structure -> same components = flop.

Knowing structure is the key and with everything, and every market has a structure they
respond to.
So knowing this — they don't as much respond to your words as much as they respond
to the structure.

● Most popular YouTubers all run the same structure on their channels — Joe
Rogan, Lex Friedman, Mr. Beast, etc…
● Hollywood has stumbled upon a structure that can guarantee $1 billion movie. It's
the blockbuster formula. The formula is exactly that structure repeated. Why do
you think all superhero movies are basically the same thing? Take a look at the
similarity between Jungle Book and Winnie the Pooh.
● McDonalds developed it's structure and then gave birth to the entire fast food
industry that uses the same exact structure in just about all of the fast food
restaurants.
● Agora figured out its structure — and then it went on to make billions...
● ...And so did Gundry MD as well, the winning formula that crushes the market.
● I did as well with all of my membership sites, supplements, #1 ClickBank offers,
$500 VSLs, Automatic Clients, 10 Minute VSLs, PodCast VSL, Webinars,
coaching programs and everything else I've done.

I spend A LOT of time looking, thinking and working on the structure — once I have it,
it's game over.
Everything has a structure.
The hero's journey is a structure.
The names are variable the description of the heroes variable, but the structure of what
the hero does as a hero.
That is what we respond to.
The structure is what holds things together, it's what the words in copy go INTO.
Then THAT structure goes into the MARKET carrying your words to the masses.
All big brands figure out the structure mostly by accident than they replicate it over and
over again, and the smart competitors copy their structure.

● Rolex: The bezel on the Submariner, Day-Date and others = are all the same, yet
slightly different.
● Audomor Piguet = the structure of the case
● BMW and Mercedes = All their cars look the same, just one is bigger than the
other.
● Some would call this "design language," but it really means the structure of how
something looks that the market responds to.

The list goes on and on…once you start looking at the structure of things, you'll see that
just about everyone is more focused on creating the right structure than inventing it,
because people know it works.
When people fuck up is, they try to come in with something unique, and in their question
of trying to be unique...
...While at the same time not being aware of the power of structure, they modify it and it
fails.
Every time I start blowing up offers in a space is because I figured out the structure and
replicated it...
...It was literally the same thing to me, but it felt very unique to the audience — as they
don't know they were influenced by structure.
So let's talk about how to actually do that.
You have two choices.
One is if you're trying to beat the control.
The other is if you don't have a control but want to create a winning offer that becomes a
control.
In either case, the process is the same. The only difference is you know the offer to
study for structure in the 1st and the second option is you just need to look for and find
the offer that's scaling so you can replicate it.
Basically, if they don't have the control, then their competition does, so do that.
Here's the process:
Step 1. Open Google Docs
Step 2: Create a table with 3 columns and 20 rows.
Step 3. In your copy section it out to discover the structure.
For example, in the 10-minute VSL, the 1st section is "big promise", which has this piece
of copy in it:
The goal of this section is to make a BIG promise, so if you're to model it, you have to
have a BIG promise. Not a horror story, not emotional openings, not discover...but a BIG
promise. NOTHING else.
This is a 9 minutes long and it could possibly change your financial life forever. Just 90
days from today you could have a 700+ credit score, showing in your credit karma
account. There is a little known, simple, but powerful method that is now being used by
people just like you to raise their credit scores well into the 700s, and even 800 range...
in as little as 90 days. It is the same secret I used to raise my own credit score from 541
to 756 after going nearly bankrupt and losing everything.
The 2nd section is to "Establish Authority", which has this copy in it:
The goal of this section is to establish authority becuase if you make a big promise, it
has to be trusted, and to be trusted, it helps if someone with authority makes that big
promise. Again, establish authority, nothing else.
*My name is Jay Hannon, and while you probably haven't heard my name before... *
You've definitely seen some of the people I've helped, featured on CNN, Fox News,
CNBC and MSNBC...after changing their financial lives forever.
*I am 40 years old, happily married and I live in a 4,000 sq ft house in the best part of
town. *
I drive a top of the line Mercedes Benz - and it's all thanks to having an almost perfect
credit score.
The reason is because I have been able to do something none of the mainstream
financial "experts" have been able to figure out.
The 3rd section is to Big claim and pre-empt objections
The goal of this section is to make a big laim and pre-empt objections, to remove
objections before they start. That's what you should be doing anyway, not haggling with
them later. Again, only this, NOTHING else.
This secret could potentially raise your credit scores into the 700s and even 800s with
just one simple trick.
It takes less than 5 minutes a day, doesn't require you to hire a high-priced credit repair
agency or do anything illegal or unethical. In fact it has really no risk at all.
And it's all possible because of a loophole I discovered in the credit laws of the United
States that allows almost anyone, anywhere, regardless of credit score, income or
education.
… to follow 3 step-by-step directions and instantly be able to increase their scores
practically "on-demand".
It's like having a cheat code that lets you beat the credit system at it's own game - and
there is nothing the banks, credit card companies or collection agencies can do about it.
Those are 3 of 25 sections in the 10-minute VSL that create the structure of the offer.
So what you want to do is section it out on your columns and then what will happen is
that you might feel that your copy is a little too similar to the control, and that's when you
add another column and then rewrite your own version to gain distance from it so that
way it's differnet yet the same structure.
As an offer owner, you can keep iteration sof these controls, section by section.
Once you know this...
...You can look at Wistia or Vidalytics stats and look at the drop offs.
Those drop offs are where you improve, section by section, those are your weak points.
So as you're redoing the sections...
...If they have a doctor, well, now you have a doctor who went top school when he was
12, graduated with a 4.0 GPA, went to the Vietnam war, saved 2,425 lives, and is asked
to speak by everyone yet he refuses in favor of charity.
Whatever they have...make it better!
In the process of making it better, here's something else...
...The brain can not process information without asking questions, it can't.
Even if someone tells you something, anything...there is an underlying assumption that
you want to know.
So an example is:
Hey, Tom Brady won the Superbowl.
The assumption is that you had a question of "who" won "what".
Knowing this, there are 6 questions that the brain uses to process data:
What, Where, When, Who, Why, How.
When you're sectioning it out...there is an assumption of that question being elicited in
my example above.
You want to dig into that...
So in the example above in the "BIG PROMISE", it's largely a "WHAT" and "HOW"..
What: Just 90 days from today you could have a 700+ credit score, showing in your
credit karma account.
How: There is a little known, simple, but powerful method that is now being used by
people just like you to raise their credit scores.
Do you see it? You want to AMP those up, a better, bigger, stronger WHAT and an
easier HOW.
There is a rule I use in copy and that rule is:
1. Always maximize outcomes
2. Always minimize inputs to get those outcomes
3. Always simplify the process to do so
So in that case, how can you maximzie the what and the how, and minimize the input to
get them and simplify the process.
Once you combine this with the rest of the other 3 sections of the grid, including the
structure of personality, it's powerful stuff.
The last thing I want to leave you with is...
...I work with / consult with some of the biggest companies in the game, and one thing
they all have in common is the difficulty of beating the control.
One thing I did with a $50/m year company recently was just explain this to them.
They took their #1 offer, the bread and butter of the business and broke it down in
structure and now every new offer has to follow that structure — remove the guesswork.
Remember: The biggest danger in marketing is to be unique and different in order to
make it new. You want NEW, but not different, so similar but new.
So focus on innovation and creativity within the bounds of the structure, but don't change
the structure
Here's a doc we use internally to do this, with the 10-minute vsl example (the full doc is
in nhb+ / ff) — moved it to the comment as the post was breaking the link for some
reason.
Talk soon,
Alen

Section in Control New Control New Control

Structure Revised
Sectin out the control Take a look at the
here, and look at what structure on the left
The sections below If you are concerned
each section is trying and than write your
are examples of what that your new control
to do and establish the own version here.
we have in the looks a little “too
name for the section
10-minute VSL similar” to what they
on the left.
have, rewrite your
version here, so that it
gets distance. You can
repeat this process
until the structure is
the same, but the
choice of words is very
different.

BIG Promise
This is video 9 This is a 9 minutes
minutes long and it long video and it
could possibly could possibly save
change your your life.
financial life forever.
Just 90 days from
Just 90 days from today you could
today you could have a dropped
have a 700+ credit 20-25 pounds of
score, showing in pure fat.
 your credit karma There is a little
account. known, simple, but
powerful method
There is a little that is now being
known, simple, but used by people just
powerful method like you to lose
that is now being weight without
used by people just having to diet or
like you to raise their exercise... in as little
credit scores well as 90 days.
into the 700s, and
even 800 range... in It is the same secret
as little as 90 days. I used to to go from
weighing 285
It is the same secret pounds to 185
I used to raise my pounds and finally
own credit score get my life back on
from 541 to 756 track.
after going nearly
bankrupt and losing
everything.

Establish
Authority My name is Jay Hannon, and while you probably haven't heard my
name before...

You've definitely seen some of the people I've helped, featured on

CNN, Fox News, CNBC and MSNBC...after changing their financial
lives forever.

I am 40 years old, happily married and I live in a 4,000 sq ft house

in the best part of town.

I drive a top of the line Mercedes Benz - and it's all thanks to having
an almost perfect credit score.

The reason is because I have been able to do something none of

the mainstream financial "experts" have been able to figure out.

Big claim and

pre-empt objections This secret could potentially raise your credit scores into the 700s
and even 800s with just one simple trick.
 It takes less than 5 minutes a day, doesn’t require you to hire a
high-priced credit repair agency or do anything illegal or unethical.
In fact it has really no risk at all.

And it's all possible because of a loophole I discovered in the credit

laws of the United States that allows almost anyone, anywhere,
regardless of credit score, income or education

… to follow 3 step-by-step directions and instantly be able to

increase their scores practically "on-demand".

It’s like having a cheat code that lets you beat the credit system at
it’s own game - and there is nothing the banks, credit card
companies or collection agencies can do about it.

Post Addendum #1: Here is an example of structure being reused by the most "creative"
company in the world: https://www.youtube.com/watch?v=OuM5EqoK0ME

Post Addendum #2: Your favorite copywriting gurus that do well, all do well because
their structure works in the market they work in. Health, biz-op, etc...typically speaking,
they won't venture out of that space, because their one structure doesn't translate into
another markets structure. Now that you know how it works, you can work in any market.

Addendum #3: If you run an agency or write emails and ads...same thing applies,
structure. Figure out what it is, and just reuse it. GDoc it and just use it, it will work, and
save you a ton of time.

Addendum #4: The real power of AI in copy is discovering the structure per the post
above, THEN using the AI to help you get creative WITHIN the structure. That's how it
should be done.

Post Addendum #6: The funny part about this is once you do beat the control, the
copywriter who you beat will come back and try something different in order to beat you,
not realizing they're changing the structure from their original structure and thus you'll
keep the control. Check. Mate.
Super-Short Bullet Based Upsells - 16%-46% CVR on
$197 (21.12.22.)
Damn, been a minute since I shared anything with you guys...
...Now I'm back at it, and the up coming posts will be some of the best yet.
This will vary from market to market, niche to niche…as it depends on the awareness of
the market — the more aware the market is — the better it will do.
And also, whether your upsell enhances/adds on to your front end vs it being totally
unique will also affect things.
With that in mind, let’s get into it…
Every once in a while, you’ll run into something that makes you go WTF because it
defies all logic when it comes to this game we’re playing.
And that something is what I’m about to share with you today.
We know that the game is entirely based on who can pay the most to acquire the
customer, and that is our entire goal, to maximize that day zero AOV and keep it above
the CPA so we can scale.
And then, after that we focus on increasing the LTV (life time value) of the customer.
I’ve written/shard/innovated more than just about anyone when it comes to upsells.
One of the common themes you’ll see in my writing is that of time and decisions.
A funnel is nothing more than a series of decisions, and each one of those decisions
added to another decision accumulates into decision fatigue.
Decisions are made based on trade-offs…what do I have to give up in order to get that,
it’s the brain doing a whole lot of math, the higher the price point, the higher the decision
fatigue and the more decisions the higher the decision fatigue, so when you combine
that many upsell with ever-increasing ascension paths — pretty soon your customers will
burn out, and this is why by the time they hit upsell 3 they’re pretty much done.
So the antidote to decision fatigue is to have more choices and fewer decisions, hence
self-sorting upsells and everything else I’ve shared (do a search here to learn more
about this).
Decisions exist in time and in a sense we are all competing for time — because while
the production of content is becoming easier, the consumption of it is becoming harder.
This ever-lasting chat about AI and such is cool, but everyone is missing the strategy
here, it’s not to create more content, it’s to get them to consume it.
Consumption of information/content is how the game is won, not by the production of it.
Whenever you have an over production of something without the consumption of it, you
commoditize it, so content is a commodity and the game we’re really playing is one for
time.
...We are locked in a 24-hour time prison that allows us to consume 24 hours of content
per day, and not a second more.
Knowing this time paradox of sorts, we have to think about better ways to utilize the time
aspects when it comes to conversion rates.
We know that the shorter the sales process, the less intent we have.
Yet we also know that the longer the sales process, the more intent we have.
Higher intent = higher AOV.
The thing about upsells is that most upsell buyers have already spent quite a bit of time
on the front end on the offer side and by the time they’re in the upsell path, there is
plenty of intent already built up — so we don’t need to build up even more intent, as
much as we need to ride the current level of intent unless it’s a totally separate/unique
product from the front end.
Most people that buy upsells are automatic convincers, and this makes sense.
People that buy the upsell are already high-intent buyers. They already spent money.
And also sometimes, you can oversell and talk your way out of a sale, so saying less is
better usually better.
Since there is already a high level of intent — this leads us to the fact that we can say
less and sell the same, if not more.
So we can bypass saying a lot and do more with saying less.
We know that short form VSL’s work. We know that short emails work. We know that
short TikTok and YouTube videos work as well, and right now many 7,8, and 9-figure
offer owners that I mentor are doing this with ads, turning them into shorter ads, wtih
bullets and that’s working very well.
I think it also speaks to the fact that the buyers we're dealing with are more and more
familiar with funnels as well, so the more familiar they are the more sales-resistant they
become.
They can tune out the usual stuff or don't wanna deal with it.
Same thing that happened on the front end and why AC style just hits em with the offer
(most of the AC funnel is short form but stacks of short form if you really look at it and
that’s why it works) - except we do this in the upsells for saturated markets now too.
So if the whole game is going short form — why not have super short upsells?
The problem with “super short” upeslls is there just isn’t enough room to tell the story, to
ge the sale, we take up too much space.
Short-form copy can be tough because of the economy of words.
But the choice of those words can be a challenge because as you say one thing you
can’t say another thing.
And that’s what bullet based upsells are about...
...Simplicity and saving time, being economical with time, so that we can put through
more decisions.
I have a consulting client who’s in the health space.
What he did was take my Google Doc that I have from Fast Forward and literally
modeled that for his upsell 1.
I can’t show you the exact upsell out of respect for his offer and privacy, but I can show
you the structure.
One thing to note before you read the structure:

● Humans tend to scan copy, MOST do not read it.

● Bullets are the ultimate form of scannable copy.
● So instead of having a story, each bullet tells it’s own story — in a format that
uses the customer's imagination because it’s lack is it’s strength so that they can
convince themselves.
● Let each bullet tell a story in itself without you having to use time to tell the story.
Remember, it’s not so much what you say, it’s more so about what they hear. The
bullet can accomplish a lot of them “hearing it”
● Using this format, you can split test upsells faster than ever.

This front end was a $27 offer in the fitness space.

Here it is:
[Upsell Title]
[Upsell Outcome Statment]
[Credability building statement]
Example: The same exact system I personally used to (insert here)
[What they get statment]
Example: Get a (insert what they’re going to get)
[Bullets]
Example:

● Get (insert what they get)

● Get (insert what they get)
● Get (insert what they get)

[What you will or the product do for them]

Example:

● You will (insert here)

● You can (insert here)
● You’ll be able to (insert here)
[What pain will this upsell do for them]
Example:

● Remove (insert here)

● And finally, get (insert here)
● This is perfect for (insert here who it’s perfect for)

[Who this is for]

Example:

● This is perfect (insert things that perfectly describe them)

[Price]

● Only (insert price)

● And if you’re not happy for any reason, it’s backed by a X-day money-back
guarantee.

That’s it...just a list of bullets.

This is the general framework, and you can test/mold it to however you want.

Post Addendum #1: These types of upsells prevent customers from hating you because they
feel "duped" into being sold again via long-form upsells and watching forced videos.
So this lets them continue the momentum after watching a VSL or going through the thing,
so the momentum lets them keep clicking.
Most Of You Have Million a Dollar Skill Set and a $10k
-$100k Mindset - Here's The flip Over. (21.11.22.)
(Posted this on my private FB all and a lot of people are liking it, so if we're not friends,
feel free to add me).
Most Of You Have Million a Dollar Skillset and a $10k -$100k Mindset
Flip that around, because if you're not where you want to be — THAT is what's holding
you back.
This is an issue of "self worth". Deep in your soul, you feel you are not worthy.
Here's a mental trick to overcome this mental limitation:
I want you to ask yourself...every single day "who am I not to be worthy of making a
million dollars?"
Repeat that to yourself — until the voice speaks back to you, and you'll see what it
says...after that — you will be free and you will be worthy.
This is how you shatter that limiting belief and will instantly shift your mindset.
That voice is the observer — the voice without the voice, that is the real you, that's been
living with you since you were born. It's time you meet that observer.
This is how I did it, and that's how you can do it too.

Alen

p.s. This is something I make a lot of people in FF / NHB+ go through. The change is
remarkable.
p.p.s. Comment for love, questions or to bump the almighty algo.

Post addendum #1: "Their dreams are built with your magic. Don't build their dreams
with YOUR magic. Build YOUR dreams with YOUR magic".
The Perfect Headline Formula - 71% Optin Rate
Increase & 63% Conversion Rate Increase By Using
This Formula (2.11.22.)
I guess I'm going to start publicly teaching copy now . Need to bring some innovation
to the copy side, as no one has done it in...forever.

**When optimizing anything for conversions — the upstream events will always affect
downstream events. Positively and negatively.**
Meaning, the 1st thing they interact with, will impact the 2nd thing they interact with, and
then the 3rd, and so on.
So if you can increase the 1st thing they interact with — it automatically lifts up
everything else downstream.
In this game we play — there are typically two areas that make or break the sales
process. Meaning creates the most friction.
And typically, what will happen is since this friction is created, marketers will typically
look at the sales copy, economics, upsells, and everything else in between, trying to
make it work.
And while that’s a good way to CRO, a better way is to focus on upstream events.
So in this case — the headline. On ads and on sales pages.
This post is about the perfect headline formula.
I call it the perfect headline formula because it will beat any other headline
formula/structure you can do.
Yesterday on a Fast Forward Hot Seat, Will McIlory asked me to look at his Menopause
offer and “what he can do better”.
Looking at it, I instantly noticed the headline was off.
So I changed his headline. I'm not going to go into the details of what his headline is,
etc...out of respect for his privacy.
Later in the hot seat sessions, Daniel Neefe came back in asking to optimize his offer
and also if I had any thoughts on his headline as well.
From that discussion, I shared with him and the rest of the members of FF the perfect
headline formula.
Daniel implemented it right away, and here are his stats:
Opt-in Rate Before: 7%
Opt-in Rate After: 12%
--> 71% increase in opt-in rate
Conversion Rate Before: 5.5%
Conversion Rate After: 9%
--> 63% increase in conversion rate

Not bad
So here’s how it works.
Most copywriters/marketers are taught to sell “features and benefits” with a “big idea”
somewhere there to trick people into buying.
You know my feelings on the big idea b.s., as I think — if you have to spend 2-3 weeks
“researching” the big idea, your product is shit, so let’s skip that.
Instead, I tend to focus on the mechanism of the product in itself and focus on the
mechanistic side of marketing.
Knowing this, I don’t care about “features and benefits.”
I only care about outcomes, and this is why I can sell, convert and scale in any market
imaginable and have a track record of doing so.
People buy for outcomes, not for features and benefits. Features and benefits are the
mechanisms of the outcome.
With this in mind, most of the headlines revolve around having a “big benefit” in the
headline.
And that’s fine - if you want average results.
So, the 1st thing you need to do is think about what outcome your lead/prospect / to be
customer wants.
(I’m doing a post on selling to outcomes, been on the to-do list for a while, so will do that
tomorrow).
The only way they can want the outcome is if they are aware of the outcome.
It’s impossible to want something that you are not aware of (re-read that a few times to
grasp the importance of it).
So knowing this — people want the outcome of what they are aware of.
The only way they can be aware of this is through either 1st person experience or 2nd
person experience.
Most people experience the world through 2nd person experience due to the fact we
have 24 hours in a day.
(This is where sociology comes in, more on this in future posts)
Awareness has three entry areas of senses into the human brain: Visual (eyes), Auditory
(ears), and Olfactory (nose).
Since we can’t use Olafactory (nose) senses online, we are left with the visual and
auditory.
The visual outcome is often an emotional outcome because they ultimately want a
feeling.
So the start of a good headline would be:
“How to lose 20 pounds in 20 days (or less) using a little-known herb only found in the
Amazon Rainforest”.
Outcome: Lose 20 pounds
(Whenever you attach a timeline to the headline, it works better because now you also
include the WHEN not just what).
This headline above has to parts the antidote to the problem and the time of when that
problem can be solved.
When you sell to outcomes, the benefits and features are implied btw.
Now, this is good, and it’ll work. It will get you results.
But, it’s lacking one thing...
...They are aware of the outcome they want, but they are also aware of something else.
What are they aware of every single day? Knowing that awareness enters the mind
through the eyes, ears and nose.
What do they see when they wake up?
What do they hear when they wake up?
What do they smell when they wake up?
-> These senses go in the mind, bounce around, thoughts wrap up in them, and then
they turn into feelings, so one can assume they wake up, look in the mirror, and FEEL
something.
And this something is what they feel every single day.
So when you have an outcome-based headline above — you have where they want to
go, but you are missing where they are. The starting point.
And that’s where the perfect headline formula comes in...
...It has to have two components.
1. Where are they
2. Where do they want to go
In this, where they are -> where they want to go leads us to who it is they want to
become.
That’s the meta-level above a headline, to become and transform. That’s us now getting
into identity marketing. This is a level above standard marketing, which I will get in future
posts.
Where they are -> where they want to go?
Who they are -> who do they want to become?
The mechanism for getting them there is whatever you are presenting them.
Anyway, what you do is...
...You have an awareness of it, and then you put the antidote to the problem.
So it would look like this:
“How To Go From Feeling ________, _______ And, ______ To _______ And
__________ Once And For All - By _____________ - In _____ days or less”.
So in the case of the weight loss example above:
“How to lose 20 pounds in 20 days (or less) using a little-known herb only found in the
Amazon Rainforest”.
Would become:
How To Go From Having Belly Fat, Feeling Tired, and Fighting Cravings To Easily
Losing 20-30 Pounds In The Next 3 Months — Using This Little Known Herb From The
Amazon Rain Forest”
(Note, this is a headline I just made up for the sake of this post, so I won’t reveal Daniel’s
headlines and others out of respect for his offer).
“How To Go From Feeling [what problems they’re aware of, but can’t solve], To
[outcomes they want]- Once And For All [permanent solution, this is optional] - By
[mechanism] - In [timeline] days or less”.
Going from where they are to where they want to be is the key.
So zooming out on a bigger picture, it comes down to this:
Awareness of what they see and hear — this leads to how they feel about that. That’s
who they are.
And then it goes to what outcome they want that would lead to THEM BECOMING WHO
THEY WANT TO BE.
That’s the emotional/mental timeline that they are going to pay for with attention, money,
and time.
Hence:
Opt-in Rate Before: 7%
Opt-in Rate After: 12%
--> 71% increase in opt-in rate
Conversion Rate Before: 5.5%
Conversion Rate After: 9%
--> 63% increase in conversion rate
Now, what’s kinda cool about this formula is that this also works very well in ads and
emails as well as it does on VSLs, TSLs, and webinars.
Enjoy amigos, and talk to you soon.
Alen
p.s. Comment box galore…love, hate, drama, questions, or a bump for the algo.
Post addendum #1: Don't get stuck on the "feeling" part of it. It's just "how to go from
problem -> solution." That is the syntax.

Post Addendum #2: Play with this syntax, not just HOW..."Why I stopped doing X, and
started doing Y and got X". WHY low emotional state / HOW = high emotional state.
The thing is...when you imply the things that they feel badly about, then that HOW helps
pull them out, so play with it. But the key is "From where you are -> where you want to
be".

Post Addendum #3: sub-headline: "Always add "without" remove objections. Pre head is
designed to identify them.
For [identifier] who wants to [outcome] or For [identifier] who are sick and tired of [pain]
Headline
Without ever having to [objection], [objection], or [objection] - so you'll never [pain].
---
Example:

For women 40+ who are tired of having belly fat

[headline]

Without ever having to diet, exercise or count calories - so you'll never have to think
about losing weight again.

Post Addendum #4: If they have a condition or something...use "How to go from

HAVING ___ to [not having]".
Optimizing the CTA For Higher Conversions- By
Removing The Last Step of Buyer Resistance (29.10.22.)
Sometimes when you optimize an offer — it's the little things that can make the
difference between an offer that does ok vs. one that scales into millions.
When it comes to creating sales funnels, the only thing that matters is that the customer
lands on that checkout page, enters their credit card info, and submits that order.
That's it.
We have many tools of the trade at our disposal to do that — from writing great ads, to
writing killer sales copy, to writing monster VSLs, to having top-tier video production...
And all of these tools are great, but only to the degree that the page in itself doesn't
generate buyer resistnace.
So the question is, what creates friction in the sales funnel that causes a person to
watch a full VSL, read a 30-50 page sales letter, or watch a webinar…and then just
leave? What's generating buyer resistance?
And that something is the CTA button — the button that makes or breaks the sale by
generating the call to action.
This little button is the button that holds faith of your offer, and as such, it should be
treated with care and consideration.
Most CTAs are an afterthought…
…You know…
…" Add to cart", "Buy now", "Download", whatever…
…Seemingly, they all do the same thing — which is to get the customer to the next step,
so they perform the action.
But the psychology of the "CALL" determines the "ACTION", in the "CALL TO ACTION".
So let's talk about that…
I had Ryan Hunter come to me in FF about 3 weeks ago on a hot seat with a banger of
an offer in the dating niche.
The copy was perfect, the tonality was great, and the videography was amazing…
…Yet, in terms of performance — his offer took zero people from the VSL to the
checkout page. ZERO. Not one.
No one was going to the checkout page.
So the hot-seat request was simple…" fix my copy".
So I looked at the copy and than I looked at the page and than I just asked him to show
me his page and the CTA.
He showed me the CTA, and his CTA was the standard amazon orange button with the
standard language of "Add to Cart".
On surface level…this "Add to Cart" seems fine, after all…millions of web sites are using
this "Add to Cart" language right?
Yes they do, but in what context?
You see, when Amazon uses the "Add to Cart" lingo, it's backed up by visuals,
explanations and such so that they are fully aware of what they are adding to the cart,
and thus the continuity of intent is there…
…But when it comes to most direct response offers — this isn't the case and not the best
path of action.
The psychology of a purchase is one of exchange.
A currency is a "medium of exchange", so when they give us money, they expect
something in return for that money.
And this is where the psychology of the CTA button comes into play…
…The key is to frame the language around the CTA and the CTA in itself in the langue
that they are GETTING SOMETHING.
Not GIVING SOMETHING.
The reason Ryans CTA didn't perform was that he had a VSL and that "Add to Cart" was
a signifier of "Give me money", instead of "Let me give YOU something".
This change of "give me something" to "let me give you something" reframed the
psychology from taking to giving, and thus the conversions went up.
The difference was 0% CTA to the checkout page to 40% to the checkout page.
The change was "Add to Cart" to "Get Access Now".
Simple enough, but if you take this idea and think about giving them stuff instead of
taking from them around the CTA, it will even further increase the actual conversions on
the checkout page itself.
Interestingly enough, doing the same thing on the checkout page — leads to higher
conversions of OTO 1, and doing so on OTO 1 as well leads to higher conversions in
OTO 2, and as such…also leads to an increase of booked calls in the back.
So if you have a CTA that is "asking for something", change it to you "giving them
something" and see how much it increases your overall conversions and AOV.
Another interesting note about this is that a buddy of mine, Donnie French tried to
increase the checkout page conversions of his golf niche and split-tested everything,
making it nearly impossible to beat the control…
…The mechanism to beat the control wasn't on the page itself, but rather the page
before the checkout page (CTA and CTA Area), which transformed the psychology from
taking to giving.
Enjoy, hope you have a great weekend.
**Maybe Later Downsells - **A Better Way To Increase
The Down-Sell Conversion Rate Without Changing The
Down-Sell Copy or Offer Structure. (7.10.22.)
So this is a short one...
...And this popped up on one of the hot seats on Tuesday in FF in regard to upsells, and
I think it'd be useful to the community as a whole, so here it is:
...Not much has been said about the down-sell process. After all what can you really say
about it?
The reason not much has been said is that it's not what happens during the down-sell
that largely affects the conversion, it is the pre-frame that takes place BEFORE the
down-sell that affects the take rate on the down-sell.
...One of the things we know is that upsells carry the highest AOV contribution to the
funnel, and we also know that once they say NO on the 1st upsell...
...Getting them to say YES again becomes a challenge.
...No amount of good copy, offer structure, etc...seems to move the needle to get them to
go back up.
So the standard model will be:
Upsell 1 - 15-25% take rate
Upsell 1 Downsell - 5-8% take rate
Upsell 2 - 5-8% take rate
Upsell 2 Downsell - 2-3% take rate
The reason being is the way you structure the "no thanks" link on the 1st upsell...
...You know that little text on the bottom that says, "No thanks, I don't want this amazing
offer, I'll pass" (or whatever shape or form you have).
The thing is, the word "No", "Skip", etc...any of those words anchor the NO in
psychology.
So going from NO to YES becomes a B*tch, because they just said NO, and then you're
trying to get them to say YES on the down-sell and subsequent upsells.
On the same note, when they say YES to upsell 1, then they generally say YES to upsell
2 and 3, and so on and so forth.
The reason being is that they're in a "yes," aka "agreeable" state of mind.
So here's the thing...
For your down-sell text on OTO 1, which greatly affect your down-sell conversion rates
and OTO 2 conversion rates, start using a "maybe later" frame.
Here's how it looks:
Not now, maybe later... I'll think about it and let you know when I decide to take you on
this amazing offer.
Notes on the structure of language:

● Now now - the possibility of later

● Maybe later - I'm not saying NO. I'm just saying NO to this deal.
● I'll think about it - pre-frame to the offer that's coming up
● I'll let you know - they'll let you know when a better deal comes about

If you change it to just "Maybe later", it'll be even better.

You can say, "I'll think bout it," as well. It softens it up.
So going from NO to YES = hard.
Going from MAYBE to YES = easy.
The key is never to get them to say "NO" at any step of the path.
Once you do, they take on that NO, and in that no frame, it's an uphill battle to get them
to a yes.
Oh, almost forgot...the language structure on the down-sell should be something along
the lines of...
"Why wait till later? Just try it now for ________"
"I know you'll think about it later, and I'd like to help you make a decision, so a few
dollars don't get in the way of what you truly want, so that's why I'm going to give you
$___ off, add _____ bonuses and extend the money back guarantee by _________"
So now you can ride off of the "maybe later", and bring that LATER into the NOW, and
then flip it into a sale, put them back into the YES state of mind, and off they go into the
rest of the upsell path.
Enjoy, and I'm off to do a 3-4 hour call for FF to talk about "Social Optics" and how to
structure them for market dominance.
Talk soon,
Alen
p.s. Hit the comment box if you have any questions or comments or just wanna show
love for the algo s others can see this post.
Irresistible Offers - How To Actually Make Them (1.10.22.)
The “irresistible” offer.
An offer so good, that no one can resist it.
Just make one and you’re set. That’s all you need, nothing else, it’ll sell itself.
Easier said than done, and that’s for as long as I remember, over the past 20 or so years
in this game — I never read anywhere on how to make them, what they mean, or what
they are...
...All in all, they’re a loose abstraction that gets carelessly tossed around in the guise of
sounding good, so let's change that.
This is an excerpt from one of the NHB+ calls I did, I think the call was 3-4 hours, so I
can’t remember everything we talked about, but this part I do.
If you’re going to make an offer, make it good. Nah, make it great...ah fuck it, make it
irresistible.
But what’s that mean?
Well, since my entire philosophy of marketing falls under “competing on economics”, the
first thing you do is look at the definition of economics, which is:
“The economics is the allocation of scarce resource which has alternative uses.” -
Thomas Sowell
Knowing this, all resources are limited. Time, money, energy, attention, everything is
limited, and it’s bound to time, time is the great limiter of everything.
You know what they say...you can have anything you want, but you can’t have
everything you want.
Because as you have limited resources (such as money, time, energy, etc...) — it comes
down to “you can have that”, or “but you can’t have that too”.
This inability to have both at the same time due to a limitation forces people to make a
choice.
In this choice, we have wants and needs. Needs always get a preference over wants,
see my post about that.
https://www.facebook.com/.../nothi.../posts/1003635797703445
The more choices we have, and the less resource we have, the more cognitive load we
have, which leads to cognitive fatigue, which causes people not to buy. I’ll make a post
about this in a day or two.
So back to offers...
..An offer has two parts, the product/service, and the sales mechanism that sells it, such
as copy, VSLS, webinars, phones, etc...
When you combine those two, you have an offer.
When it comes to offers, everyone sells based on “features” and “benefits”...
...But people don’t buy for features and benefits, do they?
You don’t care about that, and neither do your customers.
Features and benefits are placeholders that are a subset of the mechanism, yet your
customers don’t buy for the mechanism either.
What they buy for is what features, benefits, and the mechanism translates into, and that
something is the outcome.
Feature + benfit + mechanism = outcome.
So knowing this, we buy for outcomes. Nothing more, nothing less.
One of the things I drill into people when I’m teaching in NHB+ and FF is to focus on
selling to outcomes, when you do this, a whole new world of copy, and selling ability
opens up. It makes things REALLY REALLY easy.
Most of us don’t care about how something works or why it works. We just want it to
work. To get the outcome.
You don’t care about how your phone works, you just want to use it. You don’t care
about how your car works, you just want to use it, you don’t care about how your food
gets to the grocery store, you just want to eat it.
In a world where more and more choice is presented, the only thing that consumers look
for is the outcome, everything else becomes background noise.
This means we’re selling to outcomes, and for those outcomes, they have to trade
something, in our case it’s money.
Money is currency, which is nothing more than a medium of exchange, something for
something, or something for nothing, or this for that. A trade.
So the degree of how good, great or irresistible an offer is depends on this trade.
A good offer is something they would trade anything for.
Anything is usually a form of money.
A great offer is something they would do anything for.
Anything is usually combined with giving you money for it and spending time on it.
An irresistible offer (here it is)...
...Is something they would give up everything for. Time, money, resources, relationships,
When you start thinking about creating things that people would give up anything for,
now you’re in the realm of creating irresistible offers.
I’ll be honest, this is a lot harder than you might think, and it requires a lot of strategic
moves and tactical input.
Now, when it comes down to it...
Knowing that to create an irresistible offer, you have to have something that they would
give up anything for.
This brings you to the thought of...
...What outcome could this thing possibly give them, that nothing else could, otherwise
why would they give up everything for it?
And then you’ll start to think about using phrases such as “without”, “you don’t have to”,
and “it’ll allow you to”...
...This is what I also taught in the VSL copy masterclass in NHB+.
Knowing that these phrases are used in irresistible offers, takes us to one final point and
it’s this paradoxical twist:
Even though they would give up everything for that outcome (the irresistible offer), if you
make it so they WOULD give up everything if they had to, but don’t have to give up
anything for it — you have an irresistible offer.
So next time you’re cooking up an offer, working on client copy, or any of this stuff we
love to do...
...Ask yourself “What is the outcome this offer generates for them? and would they give
up everything for that outcome?”.
Because after all, if they're willing to give up everything for it...what's a few dollars to get
it?
The closer you get to this level, the more you’ll go from good to great, to irresistible.
Have a great weekend and to my Florida friends, hope you’re safe down there.
Talk soon,
Alen

Post addendum #1: When I say would they give up everything for the outcome. The only
time, they would give up everything for it, is when the out come brings them a greater
gain, than the loss of going it up. Money, health, love, etc...
How To Turn Wants Into Needs - So you can instantly
increase your conversions across the board. (24.9.22.)
Good morning, good morning...
Go get your coffee, put on your reading glasses and enjoy this one because it’s a
monster.
This was the topic of a 4-hour training call I did yesterday for Fast Forward.
...As we enter a recession mixed with a good bit of inflation, and look around various
industries...
...We can deduce that things are changing.
FedEx shipment volume is way down, which means that buying behavior is way down
across all industries, namely ecom - which means it's close to home...
So, it's prudent of us to do everything we can to maintain and increase the buying
behavior of our audience.
And this is why I’m writing this post to share with you one of the most powerful meta
strategies you can use in copy, webinars, upsells, emails, phone sales, and anywhere
you’re interacting with a to-be customer.
And that strategy is one of turning WANTS into NEEDS. Russell Brand had a beautiful
quote:
“How do you know you don’t NEED to buy something? Well, if needs advertising to be
sold. ”
And since most of us run ads and such, that means that most people don’t need what
we have to offer.
This lack of need for what we have to offer forces us to work with the law of small
numbers.
Attempting to create something out of nothing.
Like, as trying to create a big business out of 1-3% conversion rates and then using
force multipliers (upsells, phones, etc...) to extract bigger numbers from those small
numbers.
Now, before we continue...
Let’s define what a need is.
A need is something that’s basically needed to survive.
Continue living. You know…Not die, lol.
The basic human needs are primarily on Maslow's hierarchy of needs.

● Shelter
● Food
● Water
 ● Sleep
● Safety

That’s it.
That’s all humans need to survive and live. (You can add coffee to my list because I
need that to live).
We don’t need anything much beyond that.
Most of these needs are commodities, and commodities are hard to sell.
And THAT is why the entire advertising industry exists.
To make people think that we NEED things beyond the basic needs said above.
That is the job of the advertising industry.
To create desire, turn it into wants, and then convert it into needs.
And since you’re in this industry, that’s your job too.
Everything we do is based on tapping into one of those 3 states, desire, want, and need
state.
Desire is largely an unconscious state expressed in the form of emotions and feelings
(hence why we work on core emotions and such, see my other posts about this).
When we attach that desire to an external object that can manifest that desire, we create
a want.
And then, at some point in the process, either by design or sheer luck, that want
becomes a need.
We'll remove that luck and show you how to design this for yourself in your
advertising/marketing/sales processes.
Very few wants become needs, as there are few needs and seemingly unlimited wants.
This makes selling to wants a lot harder — because wants have trade-offs.
“Do I want that or do I want THAT?” or “Do I want to give up THIS to get THAT?”.
So on and so forth.
There are a lot more wants than NEEDS.
And this is the core of the problem that we are dealing with - we are constantly trying to
convince people to prioritize what we have as a want over what someone else has a
want in the hierarchy of wants.
This leads to 1-3% conversion rates on VSLs and 10% on low-ticket offers, but all in all,
small number averages.
We work with small number averages, and then we leverage these small averages using
upsell paths, back ends, and continuity offers to make them work.
All because most of what we deal with are wants, not needs.
If you look at the size of our industry, relatively speaking to others, it’s very small.
The size and scope of a particular industry largely depends on selling to needs instead
of wants.
If you look at the wealth of the members of said industries, you’ll also notice it directly
correlates to the degree of needs vs wants.
The advertising industry is very big.

● Apple
● Facebook
● Google

The computer industry is very big

● Apple
● HP
● Compaq

The car industry is very big

● Tesla
● Ford
● GM

So on and so forth. The list is endless. This is why if you go to VCs for funding, it's all
product, product, product...it's not marketing, marketing, marketing. A product that fulfills
a need, not a want. This is also why if you look around, in our industry - we have to use
a lot of force and force multipliers to enter, stay and scale in markets.
Another reason why I changed all my marketing from “push marketing” to “pull
marketing” - a post about this is coming in a few days.
Knowing this - if everyone is selling to wants and that's not working, we'd just be
competing on something that everyone else is competing on.
So we must stay ahead of the curve and compete on needs, instead of wants.
A need has the selling power of about 1,000 to 1 over wants.
If you're presented with two purchase decisions, a need will always get priority over a
want.
Now, to know how to turn a want into a need, we must 1st look at where wants come
from in the first place.
85% of the data/information/knowledge of the world that enters our minds comes
through the visual cortex - our eyes.
We largely observe the world (and reality) through our eyes.
So as soon we see something, we become of that something.
If this something is of value to our reproduction, specifically status for men or security for
women, it will get our attention.
All human motivation can be reduced to reproduction because without that, we can not
continue humanity. It's baked into our core.
Men need status to reproduce.
Women need security to reproduce.
The way men pass down genes is via the mechanism of status, and the way women do
is via the mechanism of security.
(Read the book “the selfish gene”.)
For example - if someone has a Lamborghini, he has status, so if I get that, I will have
status. Because status gives me the feeling of the capability to achieve
biological/reproductive needs - and that is the outcome.
So, once you observe that something, you become aware of it, and if it's somehow
related to reproduction, it creates desire (emotion), which turns into feeling (experience
in the body).
This is part of human nature.
“You shall not covet what your neighbor has”.
We tend to want what is forbidden and what others can’t have (to gain status and
security).
This is such a powerful psychological move that we will pay more for things, not because
they cost more, but just so others can’t have them.
How do you think luxury brands such as Rolex, LV, Hermes, Lamborghini, Ferrari,
etc...get you to pay so much for things?
It's not the thing itself. It's that you're paying so others can't have it.
Why do you think people will pay $100k+ for masterminds that are nothing more than
hang-out sessions?
Because it's not about who’s in it, it’s about who’s NOT in it.
This gives us an advantage over others (status) because others can’t have it, and if we
can, we are better and higher in status.
So knowing that "wants" emerge from desire, and desire comes from awareness. It
simply means they all come from sociology and comparison.
Biology -> Sociology -> Psychology
That is the hierarchy of influence.
(Everyone in our industry is obsessed with psychology, all the while missing the two that
control psychology, biology controls sociology, and sociology controls psychology).
The more data we have, the more we're aware of, the more desire we have, and the
more wants we have.
Yet we have a fixed amount of resources, namely time and money.
This directly conflicts with the above, which forces us to prioritize needs 1st, and wants
2nd.
So how do wants become needs?
Because people mistakenly perceive wants as needs.
This mechanism of perception is how we turn wants into needs.
We can alter the perception of want so it appears to be a need.
It will have the same potency as a need, the same selling power as a need, and the
same motivating force as a need.
We can alter perception to turn wants into needs.
To understand how to do this, we first need to look at the difference between a want and
a need:
A want needs justification. Need removes justification.
A want has responsibility (of choice). A need removes responsibility (there is no choice)
A want has accountability (I’m accountable for making that choice). A need removes
accountability.
Furthermore, a need creates conditions via functions.
Without these conditions = I can not function.
Needs are FUNCTIONS.
They imply that WITHOUT that, they CAN NOT function.
Just about everyone in this industry teaches selling using features and benefits.
In FF / NHB+ I teach about selling to outcomes, because people buy for outcomes, not
for features and benefits.
Features and benefits SUPPORT the outcome, but they are not the outcome and people
do not buy features and benefits, they buy outcomes.
So without a function, they cannot get the outcome.
Oftentimes, MECHANISM in copy is basically a function of the outcome.

SEE MY POST ENTITLED: "POSSIBILITY -> ATTAINABILITY & THE DEPTH OF THE
MECHANISM IN MARKETING / SALES COPY"

Read it here:
https://www.facebook.com/groups/nothingheldback/posts/931066961626996/?__cft__[0]
=AZXgfbiGqhPlijDK-u4fl5WBi6-atXkmeLcSOOjVacOJL7BFh5Sa_hj5knX_D1GeZMdY9A
UI4UOLagj9eqod_AUiKgp4Swy4oz5dq8KnxWG83LxoCrhQqGavnTEbHpN10PxE8oh5P
1k6y-KI1Rn2FVGm&__tn__=%2CO%2CP-R
So if they want an outcome, but they lack the function, it means they lack the capability
or resources to get the outcome, which means they have a NEED to fill the function and
get the outcome.
If they lack it, that means they need an EXTERNAL RESOURCE / CAPABILITY TO
PROVIDE THAT FUNCTION.
So let's talk about how to do that...
Knowing that people buy for outcomes.
The question of "when" emerges.
When do they want that outcome? or rather, when do they NEED that outcome?
This is where we have problems right now and later problems.
Most copy, upsells, webinars, etc...focus on later problems instead of now problems or
allow a right now problem to be a later problem.
You don't spend money on something today if you're going to have a problem later.
Whoever gets excited and motivated to buy insurance?
Knowing this, a want is something in the future.
I want to have that. I want to be that. I want to be there. I want to go there.
These are all future events.
Wants are needs of the future.
So the first step of turning wants into needs is to turn later problems into right-now
problems.
When we do that, we're halfway through turning wants into needs.
In your copy, if the problem that your prospect has is a LATER problem, that means what
you’re selling is a LATER solution.
Therefore He/She has a WANT, not a NEED.
Because needs are right now problems.
Needs are present problems.
They have no choice but to solve it, no alternatives, and it’s a must-have.
I have a problem RIGHT NOW, AND I NEED TO FIX IT RIGHT NOW, NOT LATER.
This is why "wants" have choices, alternatives, and trade-offs - they're nice to have, but
we don't NEED to have them, as have to solve problems right now.
We can WAIT to see if something BETTER comes up, a cheaper alternative, or if the
trend/fad changes.
Not a good place to be when you're selling something and need to generate sales
TODAY.
Notice how your customers will cancel recurring, hold off buying, and everything else
when presented with a present problem.
This is also my philosophy of always being in control of the sales process.
The way to test who's in control of the sales process is if they buy on your timeline,
you're in control. If they buy on their timeline, they're in control.
So the 1st step of turning wants into needs is to look at your copy, messaging,
whatever...and ask yourself...
“Is this a future problem or a present problem”.
Are there any logical/emotional openings that would allow them to think that they can do
this in the future and that it’ll be just as good as doing it today?
If the answer is yes...then you need to flip it and turn it into a present problem.
Bring it into RIGHT NOW.
And the way you do that is, of course, to add scarcity (this is why it works, btw).
You remove alternatives, you eliminate any other possible reason that they can do this
later, and it must be done today.
So the first step is to turn something that could be dealt with in the future, is to bring it
into the present and that it must be dealt with right now.
No way out. Nothing else matters.
You can do this using negative motivational strategies, which are mostly used in health,
copy "if you don't lose 50 pounds, you could have a heart attack" or positive motivational
strategies such as "If you lose 50 pounds, imagine how good you'll look at the pool in the
summer".
Now, this can be a copy or product shift, so you’ll have to navigate accordingly.
Once you take a future problem and make it a present problem, you’re halfway through
turning a want into a need.
The next step is to understand the second part of want and need - which is equally if not
more important than the first.
And that is one of the "FUNCTIONS".
What I teach in NHB+ and FF is to sell to OUTCOMES (there is a 3-hour call there),
NOT features & benefits (that’s so yesterday lol)
We buy on outcomes. Everything else supports the outcome.
Features, benefits, hooks, big ideas, and the entire bag of copy tricks you can use all
comes down to one thing – selling to outcomes.
So I just skip the b.s. and sell to outcomes (I’ll do a post about this soon).
In an outcome, there is always a FUNCTION, which gets the OUTCOME.
Without a function, you cannot get the outcome.
“I want to go somewhere”
I want to...no, I NEED a way to get there to achieve that outcome (notice the want or
need here).
And yet I need a WAY to get there...(notice the FUNCTION here).
So a car, airplane, bike, whatever would be a FUNCTION of getting somewhere. Can't
do without it.
A function is what gets the outcome.
A want has alternative functions to the outcome.
A need does not.
Read that part and re-read it again because that’s the second half of the equation of
turning wants into needs.
A function that fulfills the need has no alternatives, so it’s NECESSARY to get the
outcome.
Example: Time-limit functions. I want to get to key west tomorrow. The only way to get
there is to fly down, so an airplane ticket is a function of the outcome that I want, which
would be to go to key west.
A function that fulfills a want has alternatives, so they can look elsewhere to get the
outcome.
Example: I want to go to Atlanta, Georgia. I can fly there, I can drive there, I can take a
bus there. It has alternatives. It's a want. That means I want to drive, fly, and take the
train. But I don't NEED to do ANY one thing to get the outcome that I want.
A function for a need implies that without it they can not get the outcome they want, and
if they need it this shows a lack of capability or resources.
Now we’re back to the EXTERNAL RESOURCE / CAPABILITY TO PROVIDE THAT
FUNCTION that gives them the desired outcome.
This is what you're selling. You're selling an external resource/capability in the form of a
product/service. Books, courses, knowledge,e masterminds, information, supplement,s
whatever.
The mechanism of fear is the lack of something (see the post about that).
Read it here:
https://www.facebook.com/groups/nothingheldback/posts/941254660608226/?__cft__[0]
=AZXMS0bAqg7CAqFEDosFeKrDy4UjAeuo88wKjKqTu3PnSAu56zbkTV1wbkGHo2A7
Mbzn00UTKiVvE8s30qG7WwwWFqDkxJc3_Nis9ziQKqb_DIIjQuUOp5Xs4TdMJnJbk0P
PXcQrzhpsKma-GKRhR9Mk&__tn__=%2CO%2CP-R
Then the question of how much someone needs something is really determined by how
much they need the outcome.
How much they want the outcome - and therefore how easy it is to turn that want into a
need - is strongly and subconsciously influenced by reproductive biology, which controls
psychology in the form of status and security.
Beyond the basic needs, all wants are sold on the basis o reproductive biology. It might
be 5-10 steps away from it, but I can show you a logical connection to it from anything
that is sold, and I mean anything.
If you know how to poke those subconscious buttons, then you know how to modulate
the desire for outcomes.
So let's bring this home...
People buy for outcomes, not features or benefits (those are supporting elements of
outcomes).
To get an outcome, the 1st thing to consider is what is the outcome they want and
whether it is a later problem or a present problem.
If it's a later problem, bring it to the present and make it a right now problem.
Then remove the functions of alternatives, making what you’re selling contain the only
function there is to get the need to get the outcome.
Take me, for example. I'm the only person in the entire industry teaching any of this stuff,
deep psychology, sociology, conversion tactics, strategy, VSLs, Low Ticket, Email
marketing, webinars, high-ticket sales, etc...and how to use it in every area of the game,
and also the only one teaching / working on / helping / making cold traffic offers work.
I'm the only function in our entire industry who's doing this, and as far as I know, who
can do this. No one can do what I can do. I am the only function in our industry.
This is one of the reasons I have the biggest and best mastermind/coaching program in
the industry, with over 550 members, and have the best of the best in there learning for
me.
Why? Because I am the only mechanism in the industry that can fulfill that need.
THE WAY YOU REMOVE A FUNCTION PROBLEM IS TO SAY SOMETHING LIKE:
“If good sales copy was the secret, then you’d already have an offer that’s scaling or
clients in abundance… but since you don’t have either, and it’s only getting harder...the
question is what’s next? Competing on the economics of course, because I can generate
higher AOV and LTV using economics”.
“You’ve tried losing weight with keto, intermittent fasting, walking, running, and hitting the
gym...if it hasn’t worked so far, what makes you think it’ll work when you try it again?”

You gotta be subtle about it

So the difference between a later problem and a present problem is affecting your
conversions. Bring the future into the present, make them aware of it on a very deep
level and watch your conversions go up.
And then remove the functions of the alternatives, and make the thing you sell the ONLY
function. The only way.
Speaking of "the only way", here's a blurb to finish off this post from Fast Feedback I
gave to one of the biggest health coaches in the world.
To turn to want to a NEED:

● You put them in a position where this is the only solution

● You remove every other way there is
● Put them in awareness of who they’re competing with
○ To shrink them to feel small
● Then transition it that there is another way which is your methodology
● Give counterexamples
● Words like
○ You have to
○ You must
● They have to know about you, they have to like you, then they choose you
● This needs to be the only way
○ Is this the only way?

As always, comment box if your friend. Have an amazing weekend, and I'll talk to you
soon.

Alen Sultanic

p.s. As the economy turns, people will prioritize needs over wants, and when that
happens, if what you're offering is not a need, you'll be the last priority to them, and be
greatly affected, so start turning wants into needs.

Post addendum #1: If you look at where the most money is made online. There are the
top 3. Health, Wealth, and Love. Interestingly enough, notice how each of these markets
has a large NEED built in, and the secondary markets have more WANTs built in.

Post addendum #2: If you look at your buying behavior. Your needs will get priority
spending, and wants will get "discretionary spending", meaning whatever you have that's
left over. You need to be in the priority spending zone, while everyone else is in the
discretionary zone.
Conversion Time Windows & The Sales / Lead
Gen-Switch - A Better Way To Scale Offers & Optimize
Ad Spend (21.9.22.)
One of the lessons in this game that has always stuck with me over the years is hearing
Ted Nicholas say something in one of his book / seminars that I’ll never forget, and also
that made me a whole lot of money over the years.
And that something is (I paraphrase) “There’s only one type of lead worth anything —
and that’s a buyer”.
The lesson for me wasn’t directly applicable to what I was / am doing, but rather
indirectly.
In the sense that it made me realize something.
When you’re running ads online, people that buy your stuff (give you money) are
actually, very much ROI positive, and yet the people that don’t buy your stuff (don’t give
you money), are actually ROI negative.
In order to reach those who will buy something for you, at the same time, you have to
reach a whole lot more who will not buy anything from you.
So much so that, this ratio of non-buyers to buyers is usually 10 to 1 or even in some
cases 100 to 1, and in some even 1,000 to 1.
Low ticket offers have 10% conversion rate on average (if you’re using the AC model) -
that means that 90% of those who see your offer will cost you money, and only 10% will
make you money.
VSLs have about 1-3% conversion rate on average - and that means for every 100
people that see your VSL, only 1-3 will make you money, and the other 99-97 will cost
you money.
Webinars are even worse - the way we tend to mitigate this loss of sales is by one of
price economics, we just raise the price, stack on upsells, get the phone teams dialing
and so on and so forth.
And all those are very good ways to do it.
But what you do up stream, largely affects downstream.
So the focus should always be to improve the front end conversion of non-buyers to
becoming buyers.
And one of the best ways to doing that is first understanding buyer psychology, how
people buy, when they buy and their timeline of buying things
To me, there is no such a thing as a non-buyer.
There’s only a “not now” buyer.
The reason for that is we have all different convincer models and how to tap into them
(I’m writing another post about this and will go into how to create the perfect email follow
up).
In this case of “not now” buyers
What we have are basically two types of web visitors.
1. We have people who are buyers (very small percentage)
2. We have people who are browsers (very large percentage)
Now, pay attention here - this is the meat of the post and what really matters:
The TIME Of the day when someone is likely to be a BROWSER vs BUYER changes
dramatically.
If you go into your stripe account right now, and export your buyers, and look at data -
you will notice that about 95% of your buyers buy based on a certain block of time.
Say 11 am to 6 pm.
During this time, you’re either ROI positive or at least break even.
OUTSIDE of those times, you what you will notice is that this buying behavior turns to
browsing behavior.
You’re still paying good money for ads to advertise to them, but they’re not going to buy.
If your conversion rate is 10%, the real conversion for that buyer “conversion time
window” will be about 30-50% higher. so 13-15%.
While if you flip that around and you look at outside of that “conversion time window” and
go into “non-conversion time window”, what you’ll notice is that now your conversion
went from 10% down to something like 1%.
This difference here is what will determine the profitability of your offer.
This is the same reason normal businesses have “business hours”, because at some
point it costs more to keep it open than it’s going to make you.
If you look at your conversion events in your ad account, you will notice the same exact
pattern emerging.
What I used to do was used to look at the days of the week, so on my supplement offers,
one day of the week was very low conversion rates, while the other one had super high.
So I would just shift the entire budget over to the high-days.
These days though, the stop-and-go doesn’t work as well.
A better model is to take a look at your ad account and determine these conversion time
windows, and then use a script that redirects them to a page.
Time window of buyers = send them to a page where they can buy
Time window of non-buyers = send them to an optin page, where you can get their info
→ redirect to a sales page → than follow up with them using automations during the
exact time that has the highest probability of them buying based on the time window of
buyers.
What happens here is interesting - you now have a lead that can bring them back to a
sale when they probability of them is way higher.
This morning, I woke up with a DM in Fast Forward from someone (in the dating niche)
asking me about how to structure the geo locations of his ads.
I asked him to look at this data, and sure enough, here’s what it came out to:
“Alright so it's using 28% of ad budget during dead times, and about 1.5x-2x ROAS
during the peak times”.
So 28% of his budget was wasted with NO ONE buying, all browsers, NOT buyers.
During that time window of “dead times”, a script is going in that will automatically
redirect them to an opt-in page to collect the lead, than send them to a sales page, than
in the morning when the rush hour starts, the script automatically redirect the traffic to
the right page. Mitigating the losses.
Hence you go from sales to lead-gen based on time of day.
So if you’re a CMO, CRO, an offer owner or touch traffic any sort of way, look at your
data and you’ll see this pattern emerge.
You can either turn the ads off, and run them in conversion time windows, or change
them to an opt-in and follow up.
Let me know if you have any questions, comments or just want to show love for the FB
algo, hit the like and comment below.
MOAR to come!

Alen Sultanic

p.s. I’m having one of my developers pull our time-redirection script, I’ll upload it in the
comments as soon as he pulls it out of our system.
VSL Pre-Pops - How To Instantly Increase Your VSL
Conversion Rate By 20-30% Without Touching Copy
(11.9.22.)

Morning NHB fam…

…This was a post I shared about a year ago, and at the time, the group was much,
much smaller…
…So I figured, why not bring it back.
It was part of the tactical series of posts I made at the time, although the titles of the
posts weren’t sales, so some of them went unnoticed.
You can see those posts here:
https://www.facebook.com/groups/508635450536818/search/?q=tactical%20bag%20of
%20tricks
(some of them were dark lordish such as the fast slow timers)
And that’s why I’m going to bring them back / repost them.
Since I made this post, quite a few people have used it, and it will increase your VSL
conversion rate by 20-30%.
So let's get into it…
Riding the thought wave from my yesterday’s post, which talked about the concept of
attention in isolation.
One of the keys to running a VSL, is maintaining their attention throughout the entire
sales process.
If you can do this — the probability of a conversion event goes up, and the conversions
go through the roof.
Using words, such as copy, can only get you so much, as English is mostly a materially
descriptive language, and it requires a lot of words to explain concepts that require depth
— hence, why we have to say so much to say so little and in turn lose the efficiency of
words.
This in turn, makes copy VERY limited as to what it can do on lifting the offer.
Knowing this…very few people make it to the CTA, so whenever you run a VSL,
webinar, or whatever — the drop-off is massive (they much rather watch YouTube videos
or TikTok than your sales material).
So you’ll have 100% view rate at the start, minute 10, you’re down to 50%, and then it
holds, and then it goes down to 20%, and so on and so forth, depending on how good
you are.
The obvious solution would be to change the copy, and it’s a good solution. But you
should mostly just work on openings.
If you’re in NHB+ / FF, there’s a 4-hour training call on copy openings alone (watch that
training).
That’s a good way to do it, but a better way to do it is to use pre-pops.
Everyone knows that a delayed button pop on a VSL will increase conversions...
...but the problem is that the delay in itself causes a lot of people to leave because
they’re not “locked in”, so say your VSL is 45 mins, and your CTA button pops up at
minute 30.
The problem is that at about minute 20-30, a lot of people leave.
If you study your drop-off charts on Wistia or whatever video player you use — you’ll
notice this phenomenon happening.
So the solution is to pop a PRE-POP BUTTON that says “Download Available In 3
minutes,” and then, AFTER that pop the CTA button.
There have been variations of this user , such as a bonus is available, download is
available, etc…but having this under the VSL will keep them watching because there is
no other additional layer of payoff in the sales process.
Here’s the structure:
VSL (no button) -> VSL (pre-pop button under the VSL) -> VSL (CTA button under the
VSL)
There are many variations of this…
...You can do it either with scarcity or being in a queue, etc…
...Which one you use entirely depends on what your offer is.
An example is for an information product would be…
“Access to your course will be unlocked in 3:48:28” (This is a timer of course, ticking
down.)
“Download will be unlocked in 3:48:28” (This is a timer of course, ticking down.)
An example for physical products would be…
“Due To High Demand & Limited Supply, We Are Allowing Only One Customer At A Time
To Order — Your Position: 17 Out of 85 Waiting To Order — If You Leave — You Will
Lose Your Position”.
Once they hit the checkout page, we have a secondary timer that “holds their order”.
This will build massive anticipation for what’s about to come and it also “locks them in”
5-10 minutes before the CTA pop, which many leave.
And what's really f'n cool about all this...is that pre-pop builds anxiety and acts as an
intent amplifier which causes an AOV lift to everything else behind it.
Let me know if you have any questions in the comment box below.
Alen Sultanic
Evaluative Call Booking Models & The Flip-Over
Process - A Better Way To Get High-Quality High Ticket
Calls Booked (10.9.21.)
One of the most powerful strategies in my arsenal of making money online is the
concept of “attention in isolation”.
If you can isolate their attention, then you can get them to pay attention, and if you can
get them to pay attention, you can get them to go through your sales process and in
turn, buy whatever it is that you’re selling.
The degree to which you can isolate their attention will also directly correlate to the
degree of how much you can get them to spend with you — this is due to the fact that
price elasticity is directly correlated with attention in isolation.
If you look at the conversion rates/prices / and the price elasticity of products and sales
formats, the ones that can isolate attention the most also allow us to charge the most.

● Long-form sales page - price elasticity up to $97

● VSL - $97-$297
● Podcast VSL - $297-$997
● Webinar - $997-$2,997
● Phone call - $2997 - $25,000

This is also part of the reason why upsell 1 will have massive price elasticity, even if
coming from a way lowered price product.
Intent + attention in isolation = money.
Way back when, about 10 or so years ago. We were hitting $30-$50 EPCs on VSLs, and
the reason was that we could hold their attention.
2014-2018 I crushed webinars while traveling the world because we could hold their
attention.
And in 2016-2022, the book a call model standalone and as well as booked on top of
other offers reigned supreme, all because we could hold attention in isolation.
As we’re getting closer to 2023, things are changing, and as everything else…
…Once they’re aware of the sales process, they will resist the sales process, so the
standard book-a-call model is facing resistance.
The costs are going up to get them to book a call, and the show-up rates are declining.
All this because they know what we’re trying to do, which is sell them something, and
thus our attention in isolation is affected — making it harder to sell.
One of the things I’ve been doing for a while now and just about everyone in Fast
Forward has as well, is we’re using evaluative call booking models and the flip-over
process, and that is crushing it.
Here’s the thing — Gary Bencivenga famously said, “we must make our advertising
valuable”…
…Adapting this mantra, we must make our marketing valuable.
…There is NOTHING valuable about the standard book a call model.
And with that in mind, what we do instead of the standard “book a call” model is an
evaluative call booking model.
This is being used on dozens of offers now in every niche imaginable, from weight loss,
to biz op, to finance, to debt, to relationships, you name it — it’s crushing.
Here’s how it works:
1. We make our marketing valuable
2. To do that, we need to offer value
3. Value is defined by what is useful to that person at this point in time on their
journey
4. You offer them the value on that call
5. And then you have part of the call where you have a flip-over process that goes
into the sales process
Here’s how it looks on an offer:
We have a guy teaching artists how to sell their art online. He’s using the AC low ticket
model, I’m sure you’ve seen his ads if you’re anywhere near this niche, he’s #1.
When they buy the book, he sends out a sequence and also has it in his member’s area
that offers an evaluative call booking model in the sense that:
"How much is your art worth?"
Meaning, that every artist’s art is dear to their heart, so the goal of the call is not to sell
but to give and tell and, in that process, evaluate something for them.
In this case, how much their art is worth.
This, in itself, is an irresistible proposition to the artist.
In the evaluation on the call, what the art could be sold for and at what scale etc is
determined, and if the art so happens to be sellable, the next problem created out of this
is …
…” How do I sell it?”
In which, the flip process takes place, where the salesperson asks, “Now that you know
what your art is worth, would you like us to show you how you can sell it?”
The answer naturally is a yes, and then you proceed into the sales pitch.
What this does is two things:
Increases Intent + causes attention in isolation.
**Intent + attention in isolation = money.**

Intent = quality of lead, how likely are they to buy.

Isolation = what is the probability of them buying.

I modeled largely from CPA offers, where the advertorial carried the sale, breaking it into
the two because one thing I know about conversions, copy, and offers is that what
happens BEFORE the offer is far more important than the offer itself.
This can easily be extrapolated to any niche, and you’ll find buying resistance going way
down while the conversion rates, lead qualification, and everything else goes up.
The other variation of this process is the orientation process I’ve used on a few financial
offers.
The whole idea is when you’re doing volume, you don’t want to pack the calendar with
leads that aren’t qualified or that are completely new.
So what you do is you do the same thing, except you have an orientation call, where you
put them all on one call and then you welcome them to the system, the program and
explain everything, and then midway you insert the flip over process, by saying
something like…
…Now that’s done, would you guys like to see how I did (insert superhero feat here),
and got (insert outcome here), without (insert what you didn’t have to do here)?
They’ll, of course, say YES, and then you go through the whole evaluative call booking
model and the flip-over process on the phone.
Enjoy, and I’m off to drink and bar hop down here in Key West for the weekend.
Talk soon,
Alen Sultanic
p.s. Comment box for love, drama, hate, questions, or a bit of a boost for the algo.
**Rethinking Forced Upsells - **Creating Staggered
Events To Improve The Customer Buying Experience &
Increase Conversions (7.9.21.)
Well, hello there…

…As I drown in my morning coffee and catch up on the discussions in FF / NHB+, a

discussion of how to properly do upsells popped up.
Namely, forced upsells, and the question of *“when should you pop the button” *using
forced upsells.
Now, for those of you uniniated into the world of dark lording — I’ve invented forced
upsells way back in 2010ish shortly after Keith Wellman invented the VSL.
Forced upsells are upsells where after the customer buys something, they are forced to
to watch the upsell, and at some point in time during that VSL a button or something else
pops up under the video that allows them to finally move fwd and buy.
In order to consume the sales process, this forced event, increases conversions,
becuase you know…
…They’re actually sitting there going through your sales process, instead of just skipping
right through it.
While this works extremely well for increasing converisons, it also increases the
likelihood of creating a very pissedd off customer, and rightfully so…
…Yet at the same time, what I’m seeing on the stats is that people are just bouncing out
of the entire upsell path all together.
…A love / hate relationship is born.
We want the conversions, but we want a happy customer to buy more stuff from us later.
WAT TO DO?
Here’s another chapter out the new book i’m writing.
Instead of having either / or…we have both.
A better way is to stagger the upsell, that not only increases the conversions, but also
improves the customer buying experience.

sips some coffee

Here’s how it works:
1. You have a forced VSL up top, standard practice.
 2. You have a product stack / hybrid page / whatever pop up around 30-60 seconds,
up to 2-3 minutes max. Sometimes 5, depending on your market and how good
your copy is.
a. We know that YouTube forces you to watch a certain amount of an ad
before you can skip it, and only charges you if you watch more than 30
seconds.
b. They do this because they crunch a lot of math, not an accident.
3. During that pop up of something under the VSL, a HYBRID page is good esp for
the female oriented market. Hybrid upsells tend to do better than VSL only,
meaning, text copy and graphics UNDER the video.
4. Now, while this is popped up…what you do is instead of delaying the whole thing,
you delay the ability to say no thanks. So what you’re doing is showing them
everything, but now instead of delaying the whole thing, there is only the delay of
no thanks.
a. In this space is where they look at the offer, evaluate it, and you put a
countdown timer on the no thanks button.
5. During that time period of “no thanks” — you look at your stats, and say if your
uspell path is 20 minutes.
a. Stack appears under in 60 seconds
b. Buy button is there so they can buy
c. No thanks button is delayed with a timer for another 2 minutes or
whatever.
d. Looing at yoru data, you can see time to purchase, say average time to
purchase is X.
e. You know if they don’t hit buy, they will hit no thanks and not buy.
6. Than what you do is pop up a discount / bonus or whatever that comes BEFORE
the no thanks button to reconsider it.
7. THAN the no thanks comes up.
Now you’ve gone from having someone sit there and watch a forced VSL in the upsell
path after they’re watched something, to something more tangible, something more
interactive, something more interesting…
…That also adds a whole new dimension of experience to your product, and gives them
choice of time, time to evaluate the product and also respects their time and yet also
offers them a well timed downsell, WITHOUT having them go through the whole
downsell process.
Speaking of the downsell process…
…Not having them on upsell 1, will increase conversions of upsell 2.
So instead of going:

● Upsell 1
● Upsell 1 Downsell
● Upsell 2
● Upsel 2 Downsell
● Using this model, the math will come out to
 ● Upsell 1 - 15-20% Conversion Rate
● Upsell 1 Downsell - 8% Conversion Rate
● Upsell 2 - 5-10% Conversion Rate
● Upsel 2 Downsell - 3% Conversion Rate

Using this model, the math will come out to:

It’s better to go

● Upsell 1
● Upsell 2
● Upsell 1 Downsell
● Upsell 2 Downsell
● Using this model, the math will come out to:
● Upsell 1 - 15-20% Conversion Rate
● Upsell 2 - 13-18% Conversion Rate
● Upsell 1 Downsell - 5-10% Conversion Rate
● Upsell 2 Downsell - 5-10% Conversion Rate

For those of you in NHB+ and FF, there is a 3-4 hour upsell masterclass I did where I
created what I think is probably the best upsell training ever created in this industry,
watch it and stack this on top of it.
Talk tomorrow,
Alen Sultanic
p.s. As always, hit them comments for the algo love, or whatever.

Post addendum #1: If you hate discounting, than don't discount. Offer a bonus or
something else in there to offset the desire to click the no thanks to the yes in the
upgrade.

Post addendum #2: The other thing that would 7-up this whole thing is if you sequence
out the messages before the no thanks appears, like...money back guarantee,
testimonials, etc...than have that paid it before hand to change their minds from NO to
YES.
**The Inversion of Why - **The Hidden Mechanism of
Negative Motivation (5.9.21.)
It's been a minute since I posted anything.
Mainly, kept my head down, writing my book — which is going to be the best book ever
written in this industry and will be the reference manual for how things are done.
We already have the best and biggest mastermind in the industry with the top guys in
the game (Rusell Brunson joined today), and we are well over 500 members - I’m proud
to be able to create the best of the best in this industry and help the best of the best
reach new levels.
As I see, certain individuals take my content, teach it on stage, in Facebook posts, and
god knows where else - with a little good ol’ fashioned marketing spin…
…I’d figure — why not take a break from writing my book and do them a favor and teach
them something more?
Since they can’t seem to come up with anything worth a shit on their own.
So I'll take a concept out of my book and share it here as a post in itself.
And that is the concept of negative motivation and the mechanics behind it — using the
inversion of WHY.
One of the things I'm fascinated with is language. I study it a lot; I like words and their
meaning.
...But what I like even more than words is how words are structured in the mind, what
they do, and how they bounce around in there...
...and then what cause and effect take place with those words.
Language is not only the way we communicate with the world (expressing what's within),
but it’s also our access to the world (absorbing what's without).
It allows us to make sense of it all, and in order to do that, we have to ask questions…
…And what comes back out of those questions is our understanding of the world.
We have:

● How
● What
● Where
● Who
● When
 ● Why

Out of these six, the brain makes sense of it all, and the one of motivation and focus
today will be the "why".
You've see many a guru, motivational speaker or bro blurt out phrases such as…
"just find your why man, and you'll find your way".
”If you have your why you’ll find your path”
”Find your why, and you can overcome anything”
”If you have a why…the how, etc…will work itself out”...
And in the context...
...It would seem that the why is a motivational word in the form of a question, isn't it?
…And in a sense a positively motivating word.
Except that...
...The word why is an introspective word. It’s a reflective word. A mirror word.
A word that gets you looking into the past. Not the present nor the future.
And since the brain can only focus on one thing at a time, hold one thought at a time…
The why is emphasizing what already happened… since in order to ask why something
happened, it must first have happened.
…And we know that “why” is an away from the state that tends to heavily favor/trigger
customers in low emotional states (what can also be understood as present states of
danger).
This is why ads or copy that uses the word WHY tends to activate / associate people in
low emotional states, whereas in high emotional states, the word why comes later in the
sales process.
See my other posts for more of this.
So when you’re marketing, messaging, motivating, influencing, whatever…
And you’re trying to find “their why”.
What you think you’re doing is you’re finding their motivational TOWARD state; that is
something they want to go toward.
When in REALITY, what’s happening is you’re finding their AWAY FROM STATE.
Meaning — it’s a negative state.
Just about everyone has these two conditions backward and intermingled in the why.
And this is why it never seems to work when used, but it’s used in the wrong context.
Wrong sequence. Wrong anchor.
So once you find their why…the why is the negative experience/possibility.
I’ve shared this in FF in-depth and one of the ways we’re all using is…
…Say, I ask you, what’s your why? You say “Well my kids are my why”.
The rational mind would think that well…you would do anything for your kids, so that’s
your motivator.
That is your conscious awareness, but in your subconscious mind what takes place is
the fact that you’re afraid of something negative (away from) is going to happen to your
kids, so you would do anything, that is the driving / motivating force.
Now, we can go layers deeper here, but for now, we’ll just go one layer deeper which is
the away from POINT, at what point do they want to get away from?
When is enough is enough?
So say you discover their why.
My audience why is ___________________
This is the general why.
Then you take it further and say, at what point do they start at, meaning…what do you
need to describe as a negative motivator for them to go “oh shit” and to start getting that
uneasy feeling inside that “maybe, just mybe, I should be doing this”.
And that’s your point — that’s how far you dig, and once you have that — you will hit a
threshold of negative motivation that will spur them into action.
Once you see the WHY as the negative motivator rather than a positive motivator that
it’s thought to be believed, then the messaging in your copy will change, and the subtle
undertone of the WHY will emerge.
And if you find your markets/niches/audience, WHY…and their away from point.
…And you frame it using this process as the AWAY from the state than you will speak to
their unconscious minds and motivate them as they’ve never been motivated before.

Alen Sultanic

p.s. As always, drop comments, likes and whatnot for the algo.
p.p.s. Coming up a better way to get high-ticket booked calls and to close high-ticket
sales. Being used to making millions upon millions of dollars and pesos right now. Yes
pesos, ppl in Mexico are doing it.
p.p.p.s If you guys want early access to the book, also LMK in the comments.

Post addendum #1: The word "WHY" should be used in your copy, so keep using it.
"Why you'll never lose weight" this is the CONSCIOUS awareness of it, but know that
their SUBCONSCIOUS MOTIVATOR is the why in an AWAY from state.

Post addendum #2: Everyone in NHB+ / FF gets access to the book. I'm doing
something unique that's never been done before. You guys will love it.
How to write a best-selling book in 2 weeks, even if
you’re a terrible writer.

My first book, the 2 Hour Agency, would be a bestseller in many countries with 11,100 copies
sold (and counting).

I’d never written a book before.

In fact, I rarely write anything.
English is my second language.

Still, I wrote a book that people love in less than 2 weeks, and I’m going to show you how.

First and foremost, as I alluded to above, you need to realize that writing a book that people
love has nothing to do with how good you are as a writer.

50 Shades Of Grey sold 125 million copies and reads like a first draft of a community college
literature course assignment.

The reason sentence structures, grammar, and all that shit doesn’t matter is because the real
value in nonfiction books is in new ideas and perspectives.

If your book can introduce a new way of doing something in order to get the result they want,
it will keep their attention, they’ll remember the idea, and they will pay zero attention to the
writing itself.

I’m saying this just to make sure you understand Rule #1 of writing a book: you must write.

If you are procrastinating it is simply because you don’t know what you should write about
(which is why you filled out the AC Worksheet), or that you have something blocking you
mentally like “what will people think about this?” or “I’m not a good writer”.

Get rid of all that stuff, and just write.

Now, with this said, there is a very easy way to structure your nonfiction book so that it flows
in a logical way that’s easy to follow, and makes sense to the reader.

The way to outline, and write your book is to pretend that someone asked you “what’s your
book about?” and you had to answer in 2-3 words.
Example of a book which breaks into 2 parts with 4 chapters each, and 2 bonus or “sugar” chapters.

Such as: “starting a business” (this would be chapter 1, an overview).

Then pretend that the person asking was interested and asked: “Ah interesting, I want to
start a business, tell me more.”

So you dig one level deeper.

Ok well there’s basically 2 big parts to running a business.

1) Get customers (Part 1 of the book)

2) Deliver the product (Part 2 of the book)

“Ah interesting, how do I get customers?”

Ok so you first have to find a niche (Chapter 2), then you gotta figure out their problem
(Chapter 3), then you need to come up with a product or service to fix that problem (Chapter
4), then you need to sell it (Chapter 5).

Do you see the logic here?

You start with one topic. What is the book about?

Then you ask yourself, what are the 1, 2, 3, 4… parts that make up this topic?

Then you go into each part breaking down each step into chapters, and before you know it
you have a book that follows a linear progression. Easy to follow.
Once the main parts and chapters are done I like to rack my brain for “sugar” chapters.

Everything tastes better (and sells more) with sugar.

When it comes to book writing, sugar chapters are “sexy” things that will help sell your book.

Look at the title of these Tim Ferriss “4 Hour Body” book chapters

The 15-Minute Female Orgasm-Part Un

The 15-Minute Female Orgasm-Part Deux

Do you think that helped sell the book?

Absolutely.

In my 2 Hour Agency book I added chapters about how to get business class flights for free,
getting on the AskGaryVee show, how I got Lewis Howes phone number, and so on.

So once you’ve outlined your book intro, parts, chapters, and conclusion

Let’s talk about some common questions:

➔ How long should my book be?

I recommend at least 20,000 words. Ultimately it should be as long as it needs to be to share

what you have to share, and have the perceived value that we need to sell it.

➔ What program should I use to write my book?

I recommend keeping things simple and using Google Docs.

➔ Where should I start?

Before you write the book you should outline the whole book. Here’s what a basic outline
could look like.

● How To Start A Business

○ Intro / overview
○ Part 1: Getting customers
■ Chapter 1: Find a niche
■ Chapter 2: Discover their problem
■ Chapter 3: Create a product or service
■ Chapter 4: Get your first customers
■ Chapter 5: Build a marketing machine
■ Chapter 6: Build a sales team
○ Part 2: Delivering to customers
■ Chapter 7: Hiring your right hand man
■ Chapter 8: Hiring support
 ■ Chapter 9: Customer satisfaction
○ Bonuses
■ How to get 5 star reviews
■ Swipe file of million dollar business ideas
■ 7-figure sales script
■ How to get press

Take the first day of writing to nail down your outline like this, that way you’ll be able to refer
back to it as you write everyday.

➔ How should I structure my chapters?

If you don’t have a way to do this that comes naturally to you I like to stick to this framework:

1. Describe the problem

2. Offer the solution
3. Show proof and evidence that the solution works
4. Summarize the chapter with actionable bullets

➔ How should I title my book?

If you went through the AC Worksheet when you started you should have clarity on what
your Disruptive Idea is.

If you can base your book title on your disruptive idea, ideally in a way where it has benefit to
the user, this is a homerun.

Here are some examples of book titles that really nailed the Disruptive Idea. It’s ONE thing,
and it’s something new.

4 Hour Workweek - You think “I can work just 4 hours a week?”

People Buy You - You think “My personality matters a lot when I sell?”
Overdeliver - You think “If I go above and beyond for my clients that will solve everything”
Deep Work - You think “what is deep work exactly and how do I get more of that? It’s going
to make me more productive, that's for sure”
Never Split The Difference - You think “I always thought meeting halfway was a good
idea in negotiations.. There’s a better way?”

Can you see how even with SO FEW words, we’re able to get an idea of what the book is
about, and how if we did that 1 thing it could actually improve our lives?

➔ How can I get my book done in less than 2 weeks?

Easy. Say 20,000 words. 14 days.

Take 1 day to do an outline at the start.

Take 1 day at the end to edit the book.

20,000 / 12 days = 1667 words per day. There you go: 1,667 words a day. Once you have the
outline it should be just a matter of sitting down and writing. Some days will be better than
others, just stick to Rule #1 - write.

Note: You can go to Amazon.com, find your niche and look at chapter outlines
of how others have broken things down in your niche and model their books.

The book must create a mindshift idea that produces a transformational result for the end
user.

Book outline template

Fill out the book outline template below and you’ll have all the building blocks for finishing
your book.

➔ What is your disruptive idea (use as few words as possible)?

● Book Title Will Go Here

○ Part 1 - (What it’s about here)
■ Chapter 1 (Title here)
● Main problems this chapter will solve
● Main points/arguments/solutions
● Proof & credibility that reinforces your idea
● Chapter summary + actionable steps
■ Chapter 2 (Title here)
● Main problems this chapter will solve
● Main points/arguments/solutions
● Proof & credibility that reinforces your idea
● Chapter summary + actionable steps
■ Chapter 3 (Title here)
● Main problems this chapter will solve
● Main points/arguments/solutions
● Proof & credibility that reinforces your idea
● Chapter summary + actionable steps
■ Chapter 4 (Title here)
● Main problems this chapter will solve
● Main points/arguments/solutions
● Proof & credibility that reinforces your idea
● Chapter summary + actionable steps
○ Part 2 (What it’s about here)
■ Chapter 5 (Title here)
● Main problems this chapter will solve
● Main points/arguments/solutions
● Proof & credibility that reinforces your idea
 ● Chapter summary + actionable steps
■ Chapter 6 (Title here)
● Main problems this chapter will solve
● Main points/arguments/solutions
● Proof & credibility that reinforces your idea
● Chapter summary + actionable steps
■ Chapter 7 (Title here)
● Main problems this chapter will solve
● Main points/arguments/solutions
● Proof & credibility that reinforces your idea
● Chapter summary + actionable steps
■ Chapter 8 (Title here)
● Main problems this chapter will solve
● Main points/arguments/solutions
● Proof & credibility that reinforces your idea
● Chapter summary + actionable steps
○ Part 3
■ Chapter 9 (Title here)
● Main problems this chapter will solve
● Main points/arguments/solutions
● Proof & credibility that reinforces your idea
● Chapter summary + actionable steps
■ Chapter 10 (Title here)
● Main problems this chapter will solve
● Main points/arguments/solutions
● Proof & credibility that reinforces your idea
● Chapter summary + actionable steps
○ Sugar Chapters
■ Chapter 11 (Title here)
■ Chapter 12 (Title here)

Fill that out, and of course, add or remove chapters/parts, etc as needed.

The product you're selling isn’t what they’re buying. They’re buying YOU. Your brand.
**The NHB Wall of Wins - Whole Team Winning (15.8.21.)
**Confidence. It's what you need to win. nothing more, nothing less.
Confidence is the essence of self-belief.
**Self-belief is propagated by what you believe you can do, and seeing others do it,
allows you to believe in your heart of hearts that you can do it too.
One of the core beliefs I've always had that gives me unstoppable confidence in
everything I do is knowing that no one is better than me.
No one is smarter, better or more capable than you.
They're simply just a little bit ahead of you on the timeline.
So, with that in mind, I'm starting this thread as the wall of wins celebrate our the heroes
of our community — who are out there crushing it every day, so that it can inspire you to
reach new heights and crush it too.
The wins will be posted in the comment box as they come in from FF and NHB+ and
anything else here.
**Post your own wins as well, LETS FUCKING GO...WHOLE TEAM WINNING! **

Alen

p.s. The other reason I'm doing this, in times where there is a major vibe of a "slump" in
the game everywhere you go, this is one place where people are still crushing it day in
day out.
Thoughts on The Recession & What Happens Next
(15.8.21.)

I hear a whole lot of talk, whispers, and rumors about "the recession". The TERRIFYING
recession, and what's going to happen to us.
Nothing. We're all going to make bank, and do better than ever.
I was there for the last one and made millions upon millions when everyone else was
losing their shit.
Here's why:
A recession is measured by a decline in GDP over two consecutive quarters.
**A recession is the sum average of the economy. We are not average, so therefore it
does not affect us.

**

Might be true for others, but not for us, not today, not ever.
There is nothing average about us. Nothing.
We think of things, we put words together and we transmit those words across the world
via the internet and they buy stuff.
This is a form of magic, and this is why I say the game has magic in it, once you know
how to get to the magic, you can do anything you want.
Recessions affects businesses who can not control customer flow, cashflow and such.
We can control this, to a high degree, so therefore we will thrive in a recession as
customers retreat from spending money with others, and spend more money with us.
Largely, what happens in a recession is that there is a pull back of easily available credit.
Companies that operate on credit and need it in order to sustain their credit based "form
of cashflow" get affected the most, and can't expand as fast or as much.
The rest of us do just fine, and it's not like magically all of a sudden there's a lot less
money circulating in the environment. Same amount of money, just circulates in different
ways, all the money is still there and yours ready for the taking.
Have a great Monday and let's get some money.
Alen
p.s. What will affect you more than anything is what you believe to be true. If you believe
that the recession is going to kick your ass, than it will, if you think (like I do), that it's true
for others, but not for us because we are not average. You'll thrive and do better than
ever.
Personality Testing & Matching Business Models:
**Removing friction for hyper accelerating your
success (17.7.21.)
Good morning & happy Sunday
***It's not so much what's working for you, it's more so what's not working for you that's
holding you back, and often times you don't know what's holding you back, otherwise it
wouldn't hold you back, would it?

***

One of my core beliefs is that everything should be easy, and if it's not easy...than the
key is to figure out why not? Remove that and things become easy. *
This post is in respond to the personality testing segment of the training call I did
yesterday.
It's something we do in the FF mastermind and our members find it very useful.
There are two schools of thought when it comes to having a weakness...
...On one hand you can focus on turning your weakness into a strength...
...On another you can focus on ignring your weakness and just making your strength
even stronger.
For about 5-7 years when I first started, I tried to turn my weakness into a strength, and
at the end of the day all I got was a mediocre strength at the expense of my actual
strengths.
I remember at the time, I had a 5,000 members strong site at $97 a month, but at the
cost of low energy, bad health, and working 24/7.
Something had to give...
...I can't remember exactly how I stumbled onto it, but I found a few personality tests that
I took and after I took that personality test, I took 3 months off to reflect on the results,
and then came back and started building businesses and using business models that
were well suited for my strenghts, and the rest is history.
Over the years, I shared this with quite a few friends, clients and it's also mandatory
testing in the FF Mastermind.
The reason being: If your personality does not match the business model, it'll be 10-100x
harder for you to get good as someone who does match the business model.
Case in point: When I 1st started mentoring Grant Poulson for the CMO role, the 1st
month or so I'd talk about things but they just wouldn't go in as fast as I thought they
should....
...Then I zoomed out and was like, wait...what type of personality does Grant have? So
he took the tests...
...Low and behold he's a mechanic, and I'm a creator.
He likes steps, sequences, and processes and then all the questions he asked of me
was about steps, sequences and processes and then he started to really get it.
I also asked my good friend and client Mike Gandia to hop on a call with Grant to tell him
about the world of Mechanics, and Mike is one of the most successful ones I know.
Grants response to me after that call was: "I feel there's finally a place for me in the
game".
The reason he said that was because this game is largely ruled by "creatives", and there
are very few mechanics and supporters.
One other mechanic / lord we have in the FF mastermind is Bishal Katuwal who ran an
agency, afterwards he went into the publishing model and got his 1st publishing offer to
$50k / month on $9k ad spend in a month.
Compare that to that it took him 18 months to get to $50k / month with his agency, where
there is a lot of creative work required.

That's an 18 to 1 compression ratio. Not bad, not bad

So as creatives, we're great at writing copy, building offers, etc...but one thing we're not
so great at is systems, processes, and the day to day grind. Ugh just shoot me.
So when I ran that membership site, I was having to do a lot of mechanical roles, which
ate at my soul.
After I took 3 months off, and came back knowing I'm a creative...I just started building
business models with minimal moving parts that didn't require day to day processes
etc...
...And then I started making it rain with $$$ with minimal work, so much so that I had a
$500,000 day.
So knowing this, my entire strategy is to create something, get it to the point where it's
self sufficient (with cashflow) and then look for mechanics who can come in and man the
ship that I built, so I can do what I do best, which is be creative.
This is exactly what I did with Automatic Clients, Robert is one of the best mechanics in
the world.
Here's a few things...
...If you're a creative, your business model should be very simple without too many
mechanical movements or processes, when you make enough money, than hire a
mechanic to help you with that.
As creatives we like to dabble in a lot of stuff, we like to launch stuff, etc...this is the
primary reason I do consulting, it fills my need for this creative outlet. I have to build,
touch, create stuff that has a massive variety.
We crave variety. Them shiny objects shine so hard.
...If you're a mechanic or a lord, than the publishing model will be best suited for you. If
you're trying to learn copy, etc...it'll be like pulling teeth. The other thing you can do is
become a media buyer. Mechanics make amazing media buyers.
As mechanics you want to build one thing and just run it forever and optimize it bit by bit,
so same thing over and over and over again...
...Oh that shiny object? it's whatever.
...If you're a lord like my buddy Erik Jacinto, well then you should think about yourself as
a team owner, and start looking at people who can do what and how they can do it,
you're in the people assembly business, and those people in turn build businesses. Erik
used this model to do $50 million a year.
...Another lord, or shall I say "Dark Lord" is Jon Giaan, without having him take the
personality profile...I'm willing to be he's a lord / mechanic, considering he's publishing
some of the biggest offers in the game at $120m a year.
The thing is...if you're a mechanic or a lord...no way you can operate like a creative. It's
pure friction, molasses, the resistance is strong, on the other hand, if you're creative,
operating like a mechanic is just sooooo boring!
This is also why guys like Erik Jacinto, Mike Gandia Bishal Katuwal and Jon Giaan all
have creatives working for them. They love that leverage point .
**The following tests will provide more value to you than any book, course, coaching
program or mastermind. ***Take them 1st, before you spend another cent anywhere,
even with me. *
The 1st test is Wealth Dynamics, which you can find at:

http://wealthdynamics.com
It's $100, and there is a coupon somewhere to get a nice discount. Idk where it is.
Update: see comment below for 50% off coupon.
This is the key test I make everyone take, it'll save you years of effort.
The 2nd test is Jordan Petersons Understanding Myself

https://www.understandmyself.com
It's $9.95, and this test will tell you how well you match with the people you work with. I
look for a few traits here, mainly if they're agreeable, conscientiousness,
industriousness, and neuroticism.
You can have thier system math it with people you work with to see if you're a good fit
and were friction may arise. This will allow you to modulate your working style so you get
more done.
The 3rd test is Crystal Knows

https://www.crystalknows.com
This will help you see how your team dynamics work so you know how to commicate,
and work better together.
The main test for me is Wealth Dynamics and then the Understaning Myself one.
So spend a few bucks on the test, and see what you come back as...
...Once you have that, you'll have the blueprint where you need to go and what type of
business model you need to have so that it plays into your strengths.
This will save you years of hitting dead ends and trying to turn your weakness into a
strength, which will at end up as a mediocre strength.
Talk soon,
Alen Sultanic
p.s. Comment box, hit it after you take your test and LMK what you are. Curious and
also if you have any questions in terms of what direction you should take.
p.p.s. Food for thought...you can only occupy one of two positions in the game. You can
either be leverage (make someone else rich) or you can have leverage (make yourself
rich)...so are you the leverage or do you have leverage?
Secrets of The Game Mindset Training Call (16.7.21.)
Morning you beautiful people
This is a last minute decision that just felt like a great idea over my morning cup of
coffee, so here it is...
1. I want to give back to this community as much as I can, so I'm doing a bonus call
for the FF mastermind and NHB+ today on mindset.
2. You're invited to join us free of charge, info below.
Here's why I'm doing this:
I see the smartest, strongest, most capable people in our industry being limited not by
their skills, talents or abilities, but rather their mindset.
All because they believed someone that told them something.
This mindset is what holds you back from being able to see what's possible and what
you're truly capable of.
The reason I crush it so hard is partly due to my skillset, but it's largely due to my
mindset. I go hard 24/7 and I'm not to be fucked with and I can go toe-to-toe with
anyone.
My mindset methodology is something I developed over the last 20 years that works for
me and it worked for everyone else I shared it with — so I'm pretty sure it'll work for you.
Here's why it's different:
Most mindset bullshit out there teaches you to believe people, take on their limiting
beliefs and everything else. Making your true rate limiter on the one who imparted their
mindset on you.
I flipped this around with the mantra of "don't believe them", and then "don't believe
yourself", but rather believe IN yourself.
Once you stop believing them, the whole world will open up to you.
Say, someone tells you that you shouldn't do something, because it's hard, difficult or
damn near impossible.
That might be true for THEM, but it's not true for you.
If they have a different education, skill, intelligence, background, experience, etc...how
can their thought translate to you and be true for you? It can't.
So, 11:00 am Today, come join the FF and NHB ppl for one of a kind mindset training
that's going to open your mind up to possibility and capability so you can crush it.
We'll discuss:

● Mindset
● Imposter Syndrome
● Universal Energy & Balance of The Game
● And More...
Pretty much what I talk about in FF and NHB+.
Saturday, July 16th, 2022 - 11:00 am EST
**Zoom Link: **
https://us02web.zoom.us/j/84036670854...
See you on the call,
Alen
p.s. If you're coming say "I'm in".
p.p.s. I'm not going to sell you on FF or NHB+ on this call.
The Mechanism of Fear: Foundation of Motivation,
Manipulation, and Influence (9.7.21.)
“They are afraid of what they do not know” - Charles Bukowski from “The Genius of
Crowds””
Markets have emotions and markets have core emotions of motivation. You can feel it,
smell it, almost touch it.
The core emotions of motivation are optimism, pessimism, and fear.
I felt the optimism leaving the market about 18 months ago, fewer and fewer people
were making 6 figures, let alone 7 figures...
...Then as optimism left, pessimism entered the market, which was followed by
skepticism, which we are in now, and then fear will follow.
I work with quite a few companies and agencies in consulting fashion, so I see what
goes on behind the scenes that most don’t see.
It’s 2022, not 2015 and things are different. The pixel is broken, there is more
competition than ever, and the ecosystem as a whole is contracting, not expanding.
In turn, the dreams sold by large are one of the residues of the bygone optimism of the
market, and right now we’re heading for the winter.
Economics recession in the world and in our markets.
With this, we go from optimism to pessimism to fear, which leads us to start this post…
…There are things you know, things you think you know, things you don’t that you don’t
know, and things you don’t know that you don’t know.
And with that, there are things that can be discussed and can’t be discussed…
…Because, well, they tend to go a little too deep and tend to spook people a little too
much.
Yesterday, I did a 4-hour training call (yes 4 hours), for the FF mastermind as I do every
week, and 3 hours for NHB+.
One of the general themes we’re on right now is one of the emotions, how they work,
how they tick, etc…
You saw me posting here lately bout low/high emotional states and core emotions of
markets.
Those are just the two of many concepts that go deep and in these depths, there are
things that make people typically go “wow” or “wtf”.
The WOW part is good, the WTF part is well WTF.
Because it borderlines on the crossroads of manipulation, motivation, and influence.
So before I get into the mechanism of fear, I’d like to first explain the difference between
manipulation, motivation, and influence and how I use it and see it.
**Marketing is nothing more than messaging. **
Messaging is nothing more than communication, and when we communicate, we are
trying to influence.
Influence as in we are trying to get “IN” someone’s mind and flow in ideas, thoughts,
concepts.
Under influence, we have two types of influence, the dark, and the light.
The good and the bad.
Motivation & Manipulation.

● Manipulation is the twisting of someone in place so they’re stuck and all of their
actions and behaviors benefit you, instead of them.
● Motivation is moving a person from position to position in order to better them.

If you’re selling to low emotional states and using horror stories, etc…to beat people
down then you are on the manipulation side of things, because you are twisting
someone in bad to feel bad so they can give you money for the sawdust you’re selling.
I used to do this once upon a time when I had knowledge but lacked wisdom. I freely talk
about it, and that’s my past.
Wisdom is knowing how to use that knowledge for good.
If you tell someone how something works, then you cannot manipulate them, because
they are going to be aware of what you’re doing. Hence why I share everything I do, how
I do it and how it works to win the FF mastermind.
I truly hold nothing back. And my promise to those guys and girls was that I will teach
them everything I know about marketing and I’ve kept that promise.
So my goal is to influence you and thus in turn motivate you to better yourself.
In this form of influence and bettering yourself, we have something in our presence that
must be defeated that limits all of us, and that is fear.
I’m writing a post about the imposter syndrome many faces, and fear of creating offers,
and quite a few other things, but it all comes down to fear.
If we understand fear then we can conquer fear.
We must not be afraid to learn what we are afraid of, and more than anything, as you will
see, we fear ourselves, so we never truly discover who we are.
You see, on the spectrum of emotions, at the high end, you have love, joy, and
happiness.
When people are in the love, joy, and happiness state, we can not sell them, because
that’s the main reason they buy/do anything, we did a 3-hour call on this too in FF.
On the other hand at the other end of the emotional spectrum we have fear.
So in order to use and defeat fear, we must 1st understand what fear is.
Fear is when you encounter something, a situation, product, person, anything, and your
brain searches for a solution to validate what this something is. A reference point.
When it cannot find it, it will search and search, when it doesn’t find anything.
It will emerge as anxiety and show up in your body as a manifestation because it
searches inside your mind and when it can’t find it, it goes to search in the body.
When it searches in the body if it finds a reference, it stays as anxiety.
When it does not find a reference, it will turn into fear.
When fear searches hard, it then will go into full-blown panic.
What is it searching for? It’s searching for the capability to deal with it.
If you encounter something and you are capable of dealing with it, you are not afraid.
Think about it.
If I encounter a marketing problem or an offer or whatever, and I know I have the
capability, then I am not afraid of running offers. I have the capability.
If I train MMA and I encounter something and it goes into my body and my body has a
reference point of MMA training, then it will find the capability in my central nervous
system to deal with it, if it can’t it’s a panic attack.
Then the question is what is this thing that is entering our minds and bodies, that
becomes fear? That something is the loss of something.
Fear is typically something that you will lose.
1. Lose your business
2. Loss of health
3. Lose your income
4. Lose your house
5. Lose your car
6. Lose your wife
7. Lose your husband
8. Lose security
9. Add your own loss here
The human brain is primarily motivated and ENGAGED by loss rather than gain. And
then if you really want to have a mindfuck, it can also have LOSS when you have a
GAIN. Fear of success, so for example, you become a millionaire and then you now lost
your freedom, so you’re afraid to become a millionaire. Ouch. So fascinating.
When it comes to this loss, you have two genders, men and women.
Men’s primary core emotion of motivation is one of status.
Women’s primary core emotion of motivation is one of security.
All other emotions branch out of these two, hence why selling to men is different than
selling to women.
Also, when men give you money to gain status when women give you money, they’re
giving up security (loss) so completely different dynamics, and why the messaging and
offer architecture must be different based on the age and gender of the market.
Now you follow me…
…Men’s core emotion of motivation is status, which means loss of status or rather a
relative status would invoke fear.
…Women’s core emotion of motivation is security, which means loss of security would
invoke fear.
So if you want to invoke fear, you just have to have a loss that leads to either status or
security and the nasty bastard will show up.
That’s why…when you turn on the news channel, the 1st thing you’re hit with is
something bad happening. Someone or something lost something and you could lose it
too, hence why they have insane ratings and such, it’s the strongest mechanism to make
your audience go into an associative state in your sales copy.
Side note: whenever we want to refresh an offer for the market, we bolt on news clips
using this framework, and every time it works to get attention.
Now, that might sound bad and in the manipulation side of things, but it’s not, so let's go
into the motivation side of things.
How do you remove fear and generate capability? Here’s the flow:
Fear is the lack of capability to solve it. The opposite of fear is confidence to solve it.
Lack of capability is the opposite of confidence in capability.
What leads to capability?
Insights -> Knowledge -> Competence -> Confidence -> Capability -> No Fear
So as you can see me here in NHB, what I’m doing is giving you insights, such as this
post, giving you knowledge, which is increasing your competence, which is increasing
your competence, which is increasing your capability, and just like magic, you have no
fear.
This is why I have people DMing me daily and basically telling me I’m changing lives,
and also why ppl in the FF mastermind and NHB+ are crushing it.
I had a guy msg me the other day in the FF mastermind, Francis Abola, and he told me
he got 3 CMO clients at $10k a month.
Also why you see so many guys and girls popping out offers, becoming CMOs, crushing
it and growing in every area of the game.
The reason he did is that I used this process on him and removed fear, which removed
the breaks, and now he’s crushing it.
So let’s dig deeper, MOAR layers. There are always more layers to this.
If we look at capability, we have:
Capability -> FEAR / NO FEAR
In between is Capability -> DOING -> Fear / No Fear
You have two types of capability. Also applies to your customers and market.
1. Internal
2. External
External capability is having templates, tools, and resources that allow you to DO, so
you can overcome fear. It gives you competence which leads to confidence.
And then you have internal capabilities.
External are easy to add and bolt onto the market, so this is why templates, done for
you, etc… tend to sell better than “hey bro learn how to think” which is what I offer when
I mentor people.
The nuance here is that external capability absolves them of RESPOSNBLITY, which is
far stronger in terms of conviction and getting money. One reason gurus that sell
processes, systems, and templates will always do better in terms of money.
So knowing this, capability can come in many forms under those two levels:

● Time
● Skills
● Experience
● Resources

Pretty much anything that limits them from having the capability to get the outcome they
want.
Are you trying to save them time so they don’t have to learn?
Now here’s the application:
**Low emotional state: **You put the fear upfront into the openings. This is why horror
stories and such work well there.
The lowest of low emotional states is fear-based. Their fear of loss is fear of loss.
High emotional state: You put fear in the back near or into the close.
The highest high emotional states are joy and happiness. So their fear of loss is the fear
of loss of the gain.
If you look at this fear of loss in health, what do they stand to lose? Their life, I know it’s
terrible.
If you look at the fear of loss on the gain side / high emotional side…say finance, fear of
loss on that opportunity to make money as a trader or whatever.
So how do you remove fear from your life and the customer’s life? You shine a light on it.
Shine a light of insights, knowledge, etc…this will lead to capability and remove fear.
This is why I preach offers and to learn how to build offers.
You don’t have to know how to build offers to learn how to build offers.
You don’t have to have the confidence to build confidence.
We all started at the bottom and now we’re here.
The knowledge, insights, and wisdom will give you capability which will remove fear.
As always, we must give credit where credit is due, and this funnel architecture was
developed by Samantha Novak during the 4-hour call yesterday:
If you look at the architecture of offers in the state:
Front end: Sells the knowledge which leads to the capability to defeat fear.

● Upsell 1 Sells the competence to defeat fear

● Upsell 2 Sells the confidence to defeat fear
● High ticket backend sells the capability to defeat fear

So as we enter the recession, as doubts loom on us and our customers as we go from

seasons of optimism to pessimism to fear…
…Now that you understand the mechanism of fear you can use it to banish it and defeat
it once and for all for yourself and become who you truly want to become, and you can
also use it to invoke fear and then use that invocation to get attention and then through
your education process in the sales process give them insights, knowledge, and wisdom
so they can have the capability to deal with what’s coming up.
If you give them the gift of ultimate love which is the gift of wisdom so when they face
challenges, and they defeat fear because they will find the strength to do what you’ve
given them.
You will be their leader and they will be forever yours.
Until the next post, my friends much love to all of you, and I hope this bit of knowledge
helps some of you remove fear and help you change the world.
One last thing I think it's important. Be wary of those imparting limitations and fear on
you. It's usually powered by a financial incentive, and in that financial incentive is the
omission of truth (knowledge, insights, etc) that pushes you into giving them money.
Alen Sultanic
p.s. as always, rip up the comment box with love, hate, drama, questions, or concerns,
and LMK how you understand this so I can help you defeat fear.
p.p.s. If you’re afraid to comment for the fear of benign judgment, it’s just you lack the
capability to deal with that fear, which is the fact that you are judging yourself through
other people. Markets have emotions and markets have core emotions of motivation.
Possibility -> Attainability & The Depth
Of The Mechanism In Marketing / Sales Copy (26.6.21.)
Sunday morning post with a cup of coffee.

*takes a sip*

Had this come up 3 times in Fast Forward and NHB+ this week alone.

“How much focus to put on the mechanism in copy.”

Ok so, a lot of you write sales copy. Actually, most of you, except the agency owners and
sales guys here, so this is going to be an important part of you the depth of
understanding you’ll gain when it comes to writing copy…

…Because it’s going to show you how much emphasis to focus on the mechanism in the
sales copy vs. story vs. claims vs. everything else.

So as copywriters, we make claims, direct and indirect.

Each time we make a claim, we have to prove that this claim is real and, more
importantly, going to work for them.

This is where the mechanism comes into play. The mechanism illustrates, explains and
demonstrates, and proves that this claim is indeed real.

Now, let us go a little deeper here.

Each one of the claims you make is a possibility of an outcome that they want (core
market desire / emotion).

Take, for example the make-money-online market (shoutout, you biz-op bros)

MMO Market -> You will make X money with the system, and the system works because
there is an X mechanism in the system.

This mechanism makes the system believable. So therefore, they will act on it.

Example of a real-world case study here, for those of you that, umm…need examples:

Claim: Make Money with Facebook Groups

System: Whatever they use or say here

Mechanism: Get them in there and create videos, offer value, DM them to death, and
then maybe they’ll buy.

I joke…I joke, but you get the idea here of the structure.

Claim -> Mechanism

Ok now, above, we said:

“Each one of the claims you make is a possibility of an outcome that they want (core
market desire/emotion).”

This claim has to be proved by the mechanism in order to be believable.

*takes another sip of coffee*

But then the question becomes, how do you know how much emphasis/effort/energy you
put into the mechanism in the sales copy vs. all of the other elements that generate
conversion.

And this is the formula:

Possibility -----------> Attainability

The bigger the gap, the more you have to dig into the mechanism. Explain it,
demonstrate it, illustrate it, etc…

Possibility -----[depth of the mechanism]-------> Attainability

Here’s how it works in the make-money-online space:

1. Is it possible for me to make $1m a month as an offer owner Alen?

2. Yes, of course, it is. I did it. Others have done it. Why can’t you do it?
3. But how attainable is it for me to make $1m a month given my limited resources,
skills, abilities, capabilities, etc.…?
4. Great question. Here’s the mechanism which will allow you to get to $1m a month
See that? #3 here, how attainable is it for me?

The greater the distance, the more you have put into the mechanism to lift up the belief
part of the copy. The shorter the length, the less you have to put into it. You can literally
gloss over it, hence why when a market matures fully, we just run blind copy. We just tell
them what it’s not, not what it is. Oh, so good!

*takes a sip of coffee*

The more mature/sophisticated the market, the less you have to say about or in some
cases, not even have a mechanism and just explain it. (Thank you Eugene Schwartz, for
your brilliance).

This is key because attention is at an all-time premium, and knowing how much or how
little to put into the mechanism allows you to put more weight on the other parts of the
copy.

*takes another sip of coffee*

Now, if the gap of Attainability -> possibility is short, that means the mechanism is no
longer required, and then that tell us that we need to go heavy and stack proof, so we
use that space to stack proof and the close, while minimizing that attention real estate
explaining things that do not need to be explained.
I don’t have an exact formula for this, it’s been something I’ve been doing for a good 10
years, and it’s more intuitive than anything, but now that you’ve learned about it, you’ll
see it everywhere.

Now, this is where market superstructures come into play. They minimize the need for
the depth of the mechanism because they are self-explanatory in that sense.

Read about Market Super Structures here:

https://www.facebook.com/groups/nothingheldback/posts/913742616692764/?__cft__[0]
=AZVzDEKNYgi0qqPiGjEecqlwQl8q2FXG7htG-5oXAuSQ60CfhZXJCAmKCN5wAH-_P
UI-3mZn9dCpvSyUR_hZWUATtBW3tdgiRCmhkMyuKRz2IMPJJLQ-rKYYv1eL25Dx670
Q6K-0nU_WMaYztslMz3sw&__tn__=%2CO%2CP-R

So like the real estate market…no mechanism is required “we flip houses, look at all the
houses I got, look at how rich I am, buy buy buy.”

In some other markets that are brand new, you do need a mechanism, so for those of
you doing TikTok offers, you need to go into the mechanism heavy.

The whole coaches are making money using FB groups, not so much.

Well, looks like I’m done with my coffee and this post.

As always, my friends, drop love, hate, drama, questions, and comments in the
comments section below or if you need help figuring out the depth of the mechanism in
your market or on your offer

And of course MOAR “real secrets of marketing, selling, and advertising” are coming
your way.

Alen Sultanic
Discussion: No Country for Old Men: Growing Old &
Happy In Direct Response - Why are there no happy old
people in this game? (23.6.21.)
I've discussed this with a few people privately for the last few months, and every time I
brought it up, it really started to fuck with them and got them thinking deeply about this
game we play.

My measure of long term quality of something is by looking at old people's participation

and outcome, mostly because old people are ahead of us on the timeline so they kinda
sorta figure things out and we know what's going to happen to us down the line.

If you look at a lot of other industries, you'll see a lot of happy old people. Happy old
doctors, happy old lawyers, happy old bankers, happy old construction workers, etc...

But one thing I don't generally see in this industry are happy older people, especially
considering how many come and go.

I have my own reasons as to why, but I'm curious as to why do you think there are no
happy old people in this game?

This is an important question to think about and answer, because this is your life after all
and where you end up and how happy you end up being should matter the most above
all else.

- Alen

p.s. Yes there are executions to the rule, Gary Bencevenga, but largely, there aren't that
many. etc...
Selling to Core Emotions of Markets (21.6.21.)
[This is a 5-minute read]

There are a lot of layers to this game, and the deeper you go on the layers, the closer
you get to master. This is a deeper layer of the post where I go into selling to high and
low emotional states.

This was the 3.5-hour training call I did last Friday in the Fast Forward mastermind, and
the response was nothing short of “holy shit”.

I've seen quite a few comments pop up on the idea of selling to core emotions of
markets, and I think it's because I mentioned it on a podcast or in other comments, so I
figured why not do a write-up sharing how it's done.

I’ve mentioned in various threads before that I don’t spend weeks doing research for an
offer or looking for “the big idea”.
And quite a few have seen me do it live - I can just create the whole offer, messaging,
and everything on the spot in minutes.
The reason being is that the big idea is the justification part of the emotional appeal as
you’ll see below, whereas I focus on the emotion of the market.
Once I know this, I know how to wrap the messaging, copy, and everything else around
the core emotion of the market, and thus just about any decent idea becomes a
placeholder that is enough to justify the buying of that emotion.
The only things I need to know to build a monster offer are:

1. Who the audience is

2. What outcome do they want

3. How does the thing work that gets them the outcome.

The offer build itself, here's how:

Sell to emotions, justify with logic.

They buy with emotions and justify with logic.
I've seen this tossed around a lot over the years, but what I haven’t seen is anyone
really explain how this works, especially the part about emotions, and even less so about
core market emotions.
It seems to be brushed over more often than not, my guess is because people that talk
about emotions don’t really understand how they work beyond surface-level definitions.
So this post is about that with a twist, and that twist is to go from emotions of customers
to emotions of markets as a whole, and how to sell to core market emotions.
Before we start, we need to talk about something, and that something is what
copywriting, marketing, conversions, messaging etc is…
…It’s nothing more than change work.
That’s it. You’re changing one thing to another, hence the name “conversions”,
converting one thing to another…aka “change”.
So when you start thinking about conversions in forms of change…
…You’re getting one person to trade (change) from one idea to another. Such as being a
copywriter to being a CMO / Offer owner.
…You’re getting them to trade (change) from one system to another. Such as high ticket
for low ticket.
…You’re getting them to trade (change) from buying that product to buying your product,
from doing business with them to doing business with you.
This change process is part of how I build my sales processes and they fall under
competing on economics, which is competing on trade-offs.
So, looking at the conversion process as a change process, now we can see things a
little differently and a little more clearly.
Now let’s go to another level and start connecting with markets.
Markets exist because there are unmet needs and wants.
If the need and want are met, the market collapses or becomes mostly utility based.
Example: If the diet pills worked (met the need/want) then the entire market would
collapse because they would solve the problem.
Communication companies solved problems of communication, that’s why there are only
like 3-5 big ones, and nobody else can compete in that market anymore.
So your overall goal should always be to collapse the market and become a utility as the
ultimate meta-strategy.
Since there are obviously markets and lots of things sold in those markets, that tells us
that these needs and wants are rarely if ever truly met, so there is an opportunity for us
— hence why most of us can do what we do.
Btw, I’m using the word “need” here mostly, because even though you do have “wants”.
It’s really when a “want” becomes a “need” that the buying decision takes place.
The want is the desire, and the need is the permission.
So you need desire (want) and permission (justification) to buy something.
That’s why all sales processes have two parts to it.
Desire and justification, with need being the simplest/most powerful justification you can
have.
That’s why you have to learn how to modulate the two, if both are 1 to 1, then the action
takes place, if they are not, nothing happens.
This is part of the “justification” where you force a want into a need in process in the
sales process (another post for that coming later in the week).
Now, here’s where it gets interesting…
…If markets exist because there are unmet wants and needs, then the question
becomes…
…What is being unmet?
Well, obviously, a lot of products and services are sold, yet the market does not collapse
itself, nor does it become a utility.
This tells us that the products and services being sold are not filling the actual real want
and need, but instead are a symbolic representation of that want and need.
This means that the real want and need is a core emotion of the market that’s not being
fulfilled.
This allows us to look at markets as a whole and look at the core emotions of markets.
And if you know what the core emotion of the market is, then you can speak to this core
emotion in your copy, messaging, ads, marketing, etc…
…And if you can speak directly to it, you can cut through all the noise, competition,
clutter, etc…and speak directly to the market and generate change.
The reason this is powerful is that words are a descriptor of experience, but not the
actual experience.
The feeling is the experience, but not the emotion.
Emotion is the base that generates change that they can’t quite articulate.
You see, good marketing tends to operate on the logic side, which is easy, because it’s
kinda common sense, 1+2=2 right…
…Great marketing pushes on the emotional side, which is what they buy with.
So knowing this, since the market itself exists and yet is not meeting the want and need
is that the customer doesn’t know what they want or need.
And this is where it gets really interesting because that tells me that what they think they
want and need isn’t what they want/ need.
Instead, that is the symbolic representation of that want/need…
…Meaning, that their brains are translating that want/need into what they want using
irrational math.
Irrational math is based on how many logical chain links there is to get to the outcome,
so it goes like this:
Product -> if / then -> if / then -> -> if / then -> outcome.
If this happens, then that will happen, and if that happens, then that will happen, and if
that happens, then this will happen, then I’ll get the outcome.
This irrational math tends to emerge using sociology, so if you want to engineer it that’s
what you do. Think about…entire crypto market and how irrational that is.
(Also the reason MLMers seem nuts most of the time and why they put you in events
and close you in the back of the room, it’s powerful stuff).
If this project does this, then that will happen, then this will happen and if that happens
the coin will go up and we’ll make money.
Now, compare that to rational math, which is simply:
If / then
Product -> if / then -> outcome
If that happens, then I’ll get the outcome.
Btw, the if/then statement has to carry a lot of proof for that to take place.
The way you test for irrational math is basically by asking “what else could it mean?”
If there is more than one answer, then you have the chain. Whereas in rational math you
ask “what else could it mean?” And there is nothing else.
This if/then chain is done using words, which are a descriptor of experience they can’t
quite articulate.
Anyway, let's get back on track here, this post is getting heavy…
So since they don’t know what they really want, they use symbolic repression of what
they really want, hence why they go from thing to thing, and also the phrase “money
doesn’t buy you happiness”, that’s where it comes from…
…Because they buy the thing and still FEEL the same.
Now, that we’ve introduced the word FEEL here, we’re going to switch over and get to
the good stuff.
Emotions are nothing more than feelings.
And what people ultimately want is to be in a high emotional state to feel the highest of
high emotional states:

● Love
● Belonging
● Joy
● Connection
● Bliss
These are the high emotional states we felt when we were born, when we were held, we
feel warm, cozy, and safe.
Along the line, we build up beliefs using comparison, because our brains encode beliefs
by comparing things 24/7, and then those things are taken out.
So when we buy things, we are seeking to feel good all the time, hence we buy on
emotions, and justify with logic.
The thing is…this is still surface-level thinking, what does it mean to feel good? That's
still abstract, we can’t really use that.
But what we can use is a model, and so the model is this.
What humans want is to feel whole/complete. (Read that a few times, because that’s the
core of this whole thing).
And we are searching for that missing piece to make us feel whole/complete.
And what we are looking for is that emotion/feeling to put into place or take out to get us
there, and everything we buy is a symbolic representation of what we THINK is going to
get us there, but it seldom does.
Knowing this irrationality is what causes human beings to attach symbolic representation
of what they think they want.
They want representations of what they really want and thus turn into a need, which
causes a compulsion to buy.
So a person doesn’t want a Lamborghini, they want the status and recognition of it
because all of Lamborghini messaging is based on “exclusivity”, which in itself is linked
to exclusion (who can’t have it), which makes you better, hence status.
A person doesn’t REALLY want _________ they want what ______ represents so they
can get _________.
So in this example above whatever they want, flip it over to “A person doesn’t REALLY
want ________.
(The higher the price, the stronger / more chained the irrational math has to be.)
Now this endpoint of emotion using this model comes out to “status” or whatever other
emotion there is.
So if you backtrack all messaging, marketing, positioning, etc…it’s all wrapped around
status.
Are you with me so far? Ok good…
Now we know that status in this case is the core emotion of the market that we wrap
everything around, so if we are to compete with Lamborghini for THAT SPECIFIC
AUDIENCE, we must compete on STATUS.
Hence why Ferrari competes with Lamborghini, and then you can add other secondary
emotions to the mix, prestige, heritage etc…which are all subsets of status.
So they are in the business of selling status and thus everything they do is on the basis
of status. Design, price, placement, positioning, etc...

None of us are in the car business so that example was using something we’re all
familiar with and it’s a good starting point.
The core emotion is basically nothing more than the missing piece that they need in
order to feel whole or complete.
Once this emotion is filled, they will FEEL complete.
Once they feel whole/complete they will be happy.
The reason is, if they don’t feel whole or complete they feel:

● Stressed out
● Inadequate
● Not enough
● Depressed
● Fearful
● Insert any negative emotion

So they are looking to feel complete, hence why status-based marketing is based on the
exclusion and it basically says “you’re not good enough”, so you have to get this to feel
competitive.
So the timeline works like this:
Customer—————>[Emotinon of The Market]———>Feeling Complete / Whole
So you have the customer, and then you have the feeling of being complete and whole.
In between you have the emotion, you fill that and you will bring them to closure, and
then allow the next level of development to take place (Maslow's hierarchy of needs btw,
that’s how you level them up, and then there is Alen’s hierarchy of wants, which is
another post).
- For high emotional states, you are trying to fill that emotion. Have them feel it.
- For low emotional states, you are trying to remove it. Take it out, stop having them feel
that.
Here’s how this plays out in a few markets I recently built offers in.
Crypto
Core emotion of the crypto market = certainty
If they don’t have certainty, what do they have? A bunch of negative emotions.

● Anxiety
● Stress
● Depression
● Fear
● Regret
 ● Angst
● Anger

People don’t buy on negative emotions, they buy things trying to get away from negative
emotions.
Knowing that the core emotion of crypto (that gets them to buy) is a certainty, then it
would make sense to infuse every ounce of your marketing with offering certainty.
Looking for “big ideas”, being crafty with words or coming up with “killer hooks” won’t do
shit.
The only way to do it is to use demonstrable value in the market to show them the path
forward, so you wrap it around demonstrable value, showing them how it’s done, giving
them certainty, and then…they buy.
Instead of being claims heavy, we become mechanistic heavy, focusing on NOT
TELLING THEM about the mechanism, but rather SHOWING THEM THE MECHANISM.
They will always far more believe what they SEE rather than what they HEAR.
So it looks like this:
Customer—————>Certainty ———>FeelingComplete / Whole
Now, that’s crypto… let’s look at the weight loss market
Weight Loss
Core emotion of the weight loss = shame
Them---------[shame]-------------FeelingComplete / Whole
Emotions live under experience

● Self-dislike
● Insecurity
● Not enough
● Inadequacy
● Embarrassment
● Worthless
● Self-conscious

This is also why a lot of very successful weight loss offers lead to shame and guilt and
then flip them over to feeling complete once they have the product.
Coaching - Recognition
In low emotion markets, you’re trying to take it out.
Them----------------[Recognition]-------------------Feeling Complete / Whole
What does recognition mean: people liking me, looking up to me, asking me for advice,
etc…
You look at the outcome they want: I want _________ What does this mean about who
they are if they have __________ They’ll be recognized and admired.
Emotions live under experience

● Self-dislike
● Insecurity
● Not enough
● Inadequacy
● Embarrassment
● Worthless
● Self-conscious

“If you don’t have clients, you don’t have a coaching business, you have a coaching
hobby, so let's change that”
So that’s how you identify the core emotion of the market.
Here’s how you infuse your marketing with it.
It’s not overly done, where you come in and beat them over the head and tell them any
of this, you can’t…because they’re not even aware of any of it.
Instead, you do it through openings, stories, examples, samples, demonstrable value,
etc…
If they’re in a high emotional state, you open the copy with high emotion then you pull it
down to low and then up and close with down…
…If they’re in a low emotional state, you open the copy with a low emotional state and
then take it up and down up and down and close with a high…
That’s how you create that copy cadence, that rhythm that keeps you glued and
connected to the VSL.
The other thing you do is meet them where they are, what experience they’re having,
and this creates associative states in your copy openings…
…For example, weight loss market opening:
“You wake up, you walk in the bathroom and you step on the scale…
…Today is the day, the scale is going to go down and you’ll stop dropping pounds,
slimming that belly and feeling better than ever…
…Except its’ not, the scale goes up and that’s the last time you step on it for weeks,
knowing that it’s not going to budge…
…And we both know you’ve been at this for years now”*
You can also layer emotions, you can have other emotions that make them feel even
better after they feel complete.
So in crypto, the core emotion is a certainty. Mostly, because that in itself is a gamblers
market, they’re “betting” on things, so a lot of former poker players are all over crypto, it’s
a game.
They bet when they’re certain.

There you go, now that you know how to identify and sell to core emotions of markets,
what are the core emotions of your market?

- Alen Sultanic

p.s. Drop comments if you have any questions or comments.

p.p.s. One of the reasons I never really harp or focus on "the big idea" is because I feel
that those who can't really read, recognize or sell to core emotions of the market use it
as a crutch. If you have to spend 3 weeks searching for "the big idea" to sell your
product, what's that say about the actual product you're selling and also your skillset?
This should be EASY, not hard.

p.p.p..s. Offers that are based on the big idea tend to die out pretty fast, the big idea is a
big idea, then it becomes a medium idea, then it becomes a small idea, tan it becomes
whatever. Because the big idea gets copied and copied and copied, this stuff
above...cacan't be copied, because virtually no one knows about it.

Core emotions + mechanisms will do far more than any big idea in your offers.
The 7 Orders of Claims: Stacking Levels of Claims For
Maximum Market Positioning, Status and Stature (3.6.21.)

...So you can work less, charge more, and avoid compliance / social stigma issues of
having to rely on hardcore claims to sell your products & services.

...You know, so CoffeeZilla doesn't derail your ass on YouTube

(plus at the bottom of the thread is a free script that will reverse most of your ads on FB
in the approval process)

If you're going to run offers on paid media, you're going to hit the wall when it comes to
claims.
Either be it the FB, YT or Google wall...or the regulatory issues.

I see a lot of people posting threads about "compliance" be it from FB, YT or Google...

...The thing is, as more players enter the market, the only way who's going to win is
through either better marketing (psychology) or better economics (math) - or both if
you're smart.
Since most people suck at making offers on paid ads, the easiest path will be to focus on
improving their "marketing" instead of the economic component.

And the way most tend to improve their marketing, is by making lots of claims.
"Your weight loss offer can help you lose 10 pounds?" well fuck you "mine can help you
lose 20 pounds!"...oh yeah? well...my new weight loss offer can now help you lose "30
pounds all by taking this one pill which melts body fat, while you do nothing"...

...So on and so forth...and this happens in every niche, the guru space / biz-op
especially, where everyone jacks everyone's shit and on a long enough timeline...

As markets mature, and more and more people enter the market due to zero barrier to
entry (thank you Rusty Brunson for creating ClickFunnels)...
...And as more and more people enter, the claims increase. (See Eugene schwartz's
work on market sophistication models.).
...And as claims increase, you'll have two moral / ethical choices to make, and the whole
"we help people do X" facade won't help you any more.

The two moral / ethical choices are:

1. Stay in the market and compete with a market full of scammers / liars
2. Leave the market and don't be a scammer / liar
This happened to me twice.
First time in the supplement space, where I was one of the first to do trials, and then
subsequently during the launch game on ClickBank circa 2009-2012.
I chose to leave.
When I came back to the space to compete (in guru form), I developed a new theory of
claims, which I have used to not only get around the ad network compliance issues, but
also around having a general structure to focus on and ascend so that I no longer have
to rely on making claims at all.

I call it the 7 orders of claims, and as you go through the orders of claims, the goal is to
ascend your business from the first order to the 7th order, and each order will allow you
to reach new level of market positioning, status, and stature...
...Along with giving you massive price elasticity and everything else.

When you combine this with the "Architecture of Fame" concept, which I'll share in days
to come, you'll have a very powerful strategy on your hands...
...Plus you instantly go from being "icky" guru to a "cool" guru that doesn't have to worry
about regulatory issues down the road.

The key is to never compete head on with claims, but instead compete by stacking
claims.
So lets get into it...(The higher level of claims you reach, the more money you will make
in the market.)

● 1st order of claims (direct outcome claim):Example: "Make $100k a month doing
X". Can get pass through compliance, but for how long? And this attracts
outcome based customers. I tend to skip this claim and go into #2.
● 2nd order of claims (indirect outcome claim): Example "Get 10-20 clients per
month", which in turn they will in their minds translate to "I will make $100k a
 month, because each client is worth X". I tend to always start with this,
conversion rates are not affected and it passes compliance every time. (Get
clients gurus, fb agency gurus, etc...play at this level).
● 3rd order of claims (peripheral claims): Using isomorphic models and assumptive
models of association. Items in your environment make claims for you. I call this
also the symbols of credibility concept, but in short..."I do a video in a Lambo.
Lambo = $$$...what I'm doing must be working because lambo = $$$. The items
are doing this for me. Frank Kern tends to aim this hardcore and now you see
Dan Henry doing it as well.
● 4th order of claims (endorsed based claims): When your market is making the
claims for you. This only happens when your product is so good that others feel
GOOD about telling others about your product, because it will make them seem /
feel like a hero for saving the day. Sam Ovens plays at this level, a large portion
of his revenue / sales has been made by people telling others about his work. I
also play this game here with NHB, hence 90% of people who join NHB are
invitees by you guys.
● 5th order of claims (market authority based claims): This is a level you reach
when market authorities, influencers and celebrities make the claims for you.
Stefan Georgi, and others have emailed their entire lists telling people to join
NHB.
● 6th order of clams (viral claims): This is a level you reach where you become a
viral phenomenon and you become a topic of conversation for doing X. Tai Lopez
achieved this when he became a meme with his whole "here in my garage ads",
when people started making fun of him, he flipped it around and put 50,000 into
his recurring program. Checkmate bitches. David Goggins did this as people
started sharing his viral videos as well.
● 7th order of claims (utility claim): This is when you become a default goto
resource for what you're selling. Funnels? ClickFunnels, instant association of
utility. Webinars for high ticket clients? Sam Ovens, and so forth.

The more you go up the orders of claims, the less you have to say to make the claim or
a sale, and the higher your price elasticity is, and the lower the buying resistance will
become.
You should focus on engineering each level of these claims as you build your offer, build
yourself up as a guru or a brand.
Most people only focus on 1 or 2 levels and let the other 5 levels be reached by chance
or as an accident.
Now that you know how it works, you can do it for yourself.
Feel free to drop comments in the thread for questions regarding this and how you can
apply it to your market...
...And of course if you have any 7-ups, drop those in there too.
- Alen
p.s. Here's a script you can use for getting your ads approved on FB, if you hit 2nd order
of claims rejection:
------

1 - Intro, explain what your business is and how it's compliant with FB ads
2 - Body, break down your campaigns and mention any disapprovals or lack thereof, for
any disapprovals, make sure you mention them and how they are in fact compliant with
FB ad policy
3 - Conclusion, request and thank the policy team for a manual review

Hey team, I believe my ad is compliant with the Facebook policy.

I own an agency business - I use facebook ads to promote an educational book teaching
people how to leverage online advertising to get more clients for their digital agencies.
None of my advertisements contain false claims, and every claim that I do make consists
of my own results, and I prove that with substantial evidence. I do not promise any
results, and on all my pages I have a very detailed disclaimer on each page saying that
this is not a get-rich-quick scheme, nor does it offer any work-from-home type
employment opportunities.
Regarding my ad copy, I only talk about my results and I’m showing what I did to achieve
them. I do not promise or make any false income claims. Everything is backed up and
proven inside the book.
Thank you for taking the time to read this request and for the manual review, I believe
my business will be found to be in-compliant with Facebook Advertising policy.
-----
Post Edit: Adding the comment by Kevin J Sheerin here:

7 UP INCOMING... Alen Sultanic

To add to this ties into the Branding VS the Direct response debate we had a few days
back .
Here's a link to the related core post:
https://www.facebook.com/.../permalink/638917310841964
The additions:
The higher your business goes up the order of claims the more likely you are to become
disconnected to the direct response nature of advertising that drives business growth.
The branding and positioning you now have lets you coast and sales keep coming in
Which is great if and ONLY IF you can maintain that brand positioning.
This is the danger of businesses who rely solely on brand authority to ensure customers
spend money with their business.
If your business becomes dependent upon positioning that you get at level 5-7 that is
where competitors arrive and take you out or one bad piece of PR implodes the whole
business.
If you look at apples recent M1 chip launch and the positive upticks in revenues they've
had it's a core example of a brand that is continuing to push hard an innovate in their
space not simply rely on the IPHONE or Mac's unique positioning they're still pushing.
Still doing product launches that excite their user base
Still driving the business to the top of minds of their current customers and their new
customers.
That chip launched and YouTube exploded on level 5-7
Level 5: Authority claims
Level 6: Virality
Level 7: New utility positioning ( I need this new chip to increase output)
The m1 chip is a perfect case study for how once you're at level 5-7 what you need to do
to stay there.
The same case study shows what happens when you coast
Example:
Intel the company that stopped innovating who's chips were replaced also now are in a
terrible position.
They relied on distribution through apple and related partner channels and their chip
technology has become out dated.
They're in no position to go direct to consumer any more and they're also way behind on
tech dev for technology similar to the M1 chip and they will never regain apple as a core
customer / distribution channel again.
They're sliding fast back down the order of claims positioning list and are left in a terrible
position, as in the windows ecosystem there are better faster and more nimble
competitors now better positioned to provide hardware similar to apples M1 chip over
intel for windows as well.
Lesson to take.
Never lose touch with the levers of control in your business that drive sales.
Direct response
Product Innovation
Marketing and sales
Should always be a core focus of any business so that if you cement your position at the
top of the order of claims hierarchy - YOU STAY THERE7 UP INCOMING... Alen
Sultanic
To add to this ties into the Branding VS the Direct response debate we had a few days
back .
Here's a link to the related core post:
https://www.facebook.com/.../permalink/638917310841964
The additions:
The higher your business goes up the order of claims the more likely you are to become
disconnected to the direct response nature of advertising that drives business growth.
The branding and positioning you now have lets you coast and sales keep coming in
Which is great if and ONLY IF you can maintain that brand positioning.
This is the danger of businesses who rely solely on brand authority to ensure customers
spend money with their business.
If your business becomes dependent upon positioning that you get at level 5-7 that is
where competitors arrive and take you out or one bad piece of PR implodes the whole
business.
If you look at apples recent M1 chip launch and the positive upticks in revenues they've
had it's a core example of a brand that is continuing to push hard an innovate in their
space not simply rely on the IPHONE or Mac's unique positioning they're still pushing.
Still doing product launches that excite their user base
Still driving the business to the top of minds of their current customers and their new
customers.
That chip launched and YouTube exploded on level 5-7
Authority claims
Virality
New utility positioning ( I need this new chip to increase output)
The m1 chip is a perfect case study for how once you're at level 5-7 what you need to do
to stay there.
The same case study shows what happens when you coast
Example:
Intel the company that stopped innovating who's chips were replaced also now are in a
terrible position.
They relied on distribution through apple and related partner channels and their chip
technology has become out dated.
They're in no position to go direct to consumer any more and they're also way behind on
tech dev for technology similar to the M1 chip and they will never regain apple as a core
customer / distribution channel again.
They're sliding fast back down the order of claims positioning list and are left in a terrible
as in the windows ecosystem there are better faster and more nimble competitors now
better positioned to provide hardware similar to apples M1 chip over intel.
Market Leverage Points - Why Your Competitors Are
Your Best and Most Valuable Marketing Assets (14.6.21.)
...And how to use it against them to win.

For some strange reason the most valuable posts seem to be the hardest and take the
longest to write…
…Because there tend to be nuances that are important yet hard to patch together as
they’re abstract in nature…
…So I decided to toss this one up, even though I don’t think it’s quite perfect in the
sense of what I want it to be…
But here it is - as it is (for the sake of putting it out)…
…I’m sure you’ll get value out of it regardless.
…This has been the cornerstone of my competitive strategy for about 15 years.
Before we get into it…
…I’m going to be sharing a lot more on strategy in time to come, because…
…Strategy > Tactics

● Strategy: We’re making this product, pricing it, doing it this way or that way for
these reasons and because there is a gap in the market for it.
● Tactics: Change the color of this button, font, upsell, use this book a call
sequence.

Note: There are offensive strategies and defensive strategies. This post is about
offensive strategies.

So as you can see tactics serve strategy…

…Tactics without proper strategy are random shots at success and winning in the
market.
…Sometimes they work, sometimes they don’t - entirely depends which strategy they’re
paired with.
…But when you have the right strategy and then use the right tactics with that strategy -
you can see what others can’t see…
…And thus do what others can’t do.
…And that leads to winning (winning is very different from just “making money” btw)…
…Strategy lets you see that “gap” and that gap is your competitors biggest weak point…
…Once you hit them at that weak point, you can take them down with very little effort…
…And shift customers from buying from them - to buying from you.
…The problem with becoming really good at strategy is in itself learning it.
You have two choices:
1. Learn it from others - very hard as the beat strategists are using it - not teaching
it.
2. Learn it yourself - very easy, as long as you’re willing to put in the time and
energy into it. (This is a year to year process, and often requires a decade + of
being in the game to see it. Month to month timelines aren’t wide enough to see
the meta patterns of the game.Most courses / trainings / masterminds will teach
you tactics on top of tactics, but very few will go into strategy.
When you switch from being tactical to being strategic, you automatically have an upper
hand in the game…
…You’re now playing chess, while your competition is stuck playing checkers.
…Checkers in the sense that “they make a move” and “you match that move”, you copy
me, I copy you…
…You copy me, I copy you.
Read the post: “Self-replicating markets and the importance of strategy when your
customers become your competition”:
Read it here: => https://bit.ly/3vyyE7M
So instead of “you copy me, and I copy you”…
..It should be: You make a move, and I leverage that move and use that move against
you…
…You make another move and then I use that move against you again.
…So on and so forth - always staying ahead of the competition and ahed of the game.
…Essentially tapping into massive leverage points in the game that your competitors are
creating for you.
So instead of competing force against force…
…You’re competing on leveraging and amplifying force of the market to profit from the
market itself - that your competitors are creating for you…
…And that’s why your competitors are your best and most valuable marketing assets.
Before I get into the nuts and bolts of this concept…
…I want to get one thing out of the way:
You can’t continue operating on the standard industry model because that’s what all the
players in your industry are operating on…
…If you do, you’ll be competing head on “force against force” “tit for that” - which means
you’re going to get the sum average outcome of the market.

● You’ll have market average AOVs

● You’ll have market average average CPAs
 ● You’ll have market average average LTVs
● A You’ll have market average conversion rates

Sum market average outcomes - because everyone is doing the same thing as everyone
else…
…To rise above the sum market average - you have to do things differently…
…Instead of having a marginal competitive advantage…
…You have a massive competitive advantage.
…And to get a massive competitive advantage…
…You have to look at how to…

● Structure the price of the offer

● Structure the economics
● What format to sell in (vsl, tsl, webinar, etc…)
● What format to deliver the product in (book, course, coaching, etc…)
● Etc…add anything else you can think of here.

And all this is done through the strategy of using market leverage points.
…This will be the overarching strategy you use to do it
Let’s get back on track and get into it…
When I play the game, I don’t want to take the hardest and longest path to winning…
…I want the easiest & fastest path to the win.
And the fastest and the easiest path to winning is by having and allowing your
competitors to do all of the hard work for you…
…So you can either “copy them”, “guess what works” or “innovate”…
…Or you can look at the structural elements of the market and know exactly where your
market is going to evolove to - so you can e the first to get there and reap all the profits.
So how do you do that?
Easy.
First…You have to realize that your competitors and other entities are constantly
creating awareness and desire in the market place.
…Desire and awareness give birth to “needs and wants.”
“I need to do that to get to X level”.
“I want to buy that to get to X level”.
We once again tap into the “solution -> problem” model of marketing.
Read it here:
https://www.facebook.com/.../permalink/619085352825160
(btw Solution / Problem — NOT Problem / Solution)
This awareness and desire from their activities is what creates the gap in the market
place. A new opening for opportunity.
(btw if this didn’t exist - new entrants could’t enter any market and grow)
…You’re also doing this while marketing / selling in your market - and usually someone
else, other than you, is going to fulfill that new problem you’ve created.
Thus “filling the gap” and serving the market in ways you couldn’t / didn’t serve them.
Most people assume that we operate in “static markets” when in reality we operate in
“dynamic markets” and market morphology is taking place 24/7 - more on this in future
posts.
So what happens
…So what happens is that massive desire and awarness is being created.

● Desire get the outcome

● Desire do it without the work to get the outcome
● Desire get the outcome without paying the price for it
● Desire (insert yours here)

All in all…you and everyone else in the market is spending a lot of time, money and
energy educating your market…
…This is why the subtitle is: “Why your competitors are your best and most valuable
marketing assets”.
…So here’s how this played out recently and I’ll give you a few examples of how it
played out over the last 15 years and how you can use it…
…Here's how it plays out:
1. Smart marketers run webinars, at $997+
2. Smart marketers spend millions of dollars on ads to educate the market about
why they should do xyz in the webinar. Note: Creating massive desire in the
market.
3. Small % of ppl buy webinar because of price.
4. A lot of desire built up in the market because of the webinar, but not fulfilled
5. I do $5 books, do 300-500 sales a day (all the ppl who wanted to buy the $997
webinar that didn't now buy my $5 books and those also that bought the $997
also buy my $5 book.
6. Now I overdeliver
7. Now I make them aware of my stuff through 7-day fast start programs.
8. Now I got them giving me $10,000 - $50,000 a pop (while acquiring them for free)
9. Now I build a group of 10k ppl who I can sell stuff to.
10. Now I have a list of 27,000 ppl who I can mail stuff and sell sto.
So that’s a recent example…
…Webinar guys created desire and I leveraged it.
Here are the other examples from a longer timeline…
Supplement game circa 2006:

● Guys taking supplements and selling them online. Standard pricing model pay in
full, discounts in bulk.
● The hooks are based on pure deep down inside out innovation.
● Desire is being created that you can buy supplements via web sites based on
innovative ingredients that can solve X.
● Business is good.

Supplement game circa 2007: Market leverage strategy is deployed (while most of the
market is unaware of the change taking place, until it’s too late).

● Guys taking supplements and selling them online. Pricing model is the same
model porn sites use, free trial but only pay S&H, velocity of sales has increased,
now more and more are hitting the upsell paths and back ends, thus more net
money.
● The hooks are based on outside in innovation. meaning, when Dr. Oz or Oprah
goes on to tell millions of people about “Hoodia” or “Something Berry”, women
flock online to look for the latest and greatest health miracle. They are creating
desire for us.
● Deploy supplements fast to leverage desire being created by external structures
(Oprah, Dr. Oz, whoever…)

Biz-op game circa 2010:

● Guys are teaching “how to start an online business” aka “get rich quick” and
people are buying it.
● Apple’s app store is on the rise, the tech world is exploding. Every news channel,
media etc…software = magic, who owns software = automatically rich
● Apps are everywhere.
● Desire to make money is being amped up
● Awareness is there that apps = money.

Biz-op game circa 2010: Market leverage strategy deployed (while most of the market is
unaware of the change taking place, until it’s too late).

● Market shift happens to leverage the desire and awareness of the above in the
sense that now these “online entrepreneurs” have secret magic one click
software that allows you to push a few buttons and get rich.
● Offers are launched, leveraging this mass market societal buy in into this idea
● Ton of money is made…conversion rates up, etc…
Webinar game circa 2018:

● Guys are using high ticket webinars to sell coaching programs.

● Spending millions of dollars educating the market.
● Activating the general population to be aware and desire the outcome.
● 10,000 are educated and made aware via Fb / YT ads and 1 ends up buying due
to $997 price point.
● 9,999 now have the desire, but don’t want to pay $997 to see if it would work for
them.
● Saturation starts to take place due to the awareness of the sales process -
making it harder and harder to sell.

Book game circa 2018: Market leverage strategy deployed (While most of the market is
unaware of the change taking place, until it’s too late).

● Everything a webinar promised you, now you can get in a $5 book

● FB ads -> massive volume of customers (up to 300 a day)
● Profitable on the front end
● Straight back into high ticket coaching programs 1-3 on avg per 100 books sold
buy into the high ticket coaching program
● Those 9,999 people who were educated on webinars are now saying “YES” to $5
when they all said “NO” to a $997 webinar.
● The books have generally the same content as the webinar, just a slight
difference.

In all 3 examples…someone, somewhere, was spending a lot of money educating the

market and making them aware, and creating desire - while at the same time erecting a
barrier that prevented the velocity of sales from increasing (usually based on price).
Being aware of this in the sense of who’s building the awareness and desire for you and
who are YOU building the awareness and desire FOR.
…Knowing this lets you always stay one step ahead of your competition...

● Let them build awareness and desire, then ding them.

● Let them build more awareness and more desire, then ding them again.
● Let them build more and more awareness and desire, then ding them again and
again.

Are you starting to see it?

They zig, build awareness, tan you zag.
You can't avoid building awareness and desire in your market, the problem is...
...Only those who are aware of this strategy can and will use it against you...
...As I have...
When you enter a market, you're either...
....Educating the market and selling to them after you've educated them.
...Or two, you're letting someone else educate them for you and you're selling to them.

● Masterclass used the awareness and desire of celebrities to leverage it

● Rich Schefren uses it for his marketing (for years) - a smaller version of the
above
● Traffic and conversions do it with guru speakers
● Event guys and masterminders do the same thing with guest speakers - using
awareness and desire through association.
● Russel Brunson built awareness and desire for funnels, Blake Nubar and goes
and sells 15m worth of shit to that group of people.
● Palmpilot and blackbery built awareness and desire for the smart phone. Apple
hit them, than Android hit apple.

So there you have it…

…Any activity in the market place creates awareness and desire.
…While that is created economic barriers prevent the market from mass adoption.
Some more examples:

● Copywriting gurus blew up the value of copy. Conversion.Ai now gets 1 million
hits a month. Check mate.
● Tesla created the desire for electric cars. Now others are building and selling
them. Check mate…but not so fast, because Tesla is really going to become a
battery company, so check mate fail.
● Agency gurus created massive awareness and desire for agencies. GoHighLevel
is now white labeling them software. Check mate.
● Big dick gurus sold high ticket coaching programs, created 20-100k masterminds
and everything else in between - thus creating massive awareness and desire in
the market place. Nothing Held Back is born…checkmate

So this is an offensive strategy. I'll share offense strategies and also defense strategies
in regards how to defend your position once someone hits you with something like this.

The reason this works so well is becuase thanks to the ad algorithms and social media
transparency, it's damn near impossible to hide your moves.
The end.
Drop comments below if you have any questions about how to implement this in your
market.
- Alen
Avatars & Archetypes
The X Factor of Becoming a Super Guru (16.6.21.)
by Alen Sultanic Shared in the Nothing Held Back Group

https://www.facebook.com/groups/nothingheldback

I’ll admit: I’ve been “holding this one back” for a later post. Because I don’t know how it will
be taken by you guys.

(I personally don’t like to talk about others without personally knowing them well, for many
reasons.)

But I’ll share this with you anyway — in the spirit of “Nothing Held Back”.

Especially because it’s not about these individuals, it’s about insight into a principle.

As a preface of this post:

I don’t know these guys personally. And this is based on the recognition of a long term
pattern that separates gurus from the super gurus.

I’ll go into the difference in just a minute, but first…

Over the years, as most of you may know — I’ve never been a “guru.”

I only put out one course in my name, which was way back in 2010.

That was my one brief stint as a guru. Ever since I would always operate by putting my
marketing genius behind others and blowing them up as gurus.

All while I operate behind the scenes…

The only reason I came into the light “so to speak” is because I couldn’t share all of this
through others. So in a way I was forced to step up and share it - so here I am…

So back on track…

I never guru’d because I never had the need or desire to be in the limelight.

However, I DO view guruing as an accelerant for positioning — which leads to price elasticity
which leads to more money made. So there is a lot of power in it.

So on some level becoming a guru is good…

But becoming a super guru is better...

When it comes to it…

You have two types of gurus:

● The gurus

● And the super gurus

The ratio in the market place is about 1:1,000.

Maybe 1:1,000 — one super guru for every thousand gurus.

They’re very similar except different…

Just like you have athletes and super athletes.

Just like you have B and C-list celebrities and A-list celebrities…

They’re the same, but different.

Super gurus have that “X factor” - which I’ll talk about in a second.

Beyond the obvious difference of making way more money, the difference between gurus
and super gurus allows for a variety of sub-benefits:

● Having longevity in the market place - continuously selling for 5+ years…

● Becoming magnetic - people literally throw money at them…
● Having massive price elasticity - when people buy from them...price is an
afterthought, not a deciding factor…

So on and so forth - you get the idea.

In a nutshell…

When you’re a guru — you’re always trying to sell to people and they’re buying on the things
you “got”.

Cars, houses, watches, anything materialistic.

It’s an uphill battle. Often filled with desperation.

When you become a super guru — people are always trying to buy from you and they’re
buying on WHO you are.

No desperation. They are chasing YOU.

Think about that for a second.

Going from being a mere guru to super guru is not an easy feat and very few graduate to
super gurudom.

So how do you do it — and what is the X factor?

It has to do with archetypes and avatars.

Here’s a dictionary definition of an archetype:

noun
The original pattern or model from which all things of the same kind are copied or on which
they are based; a model or first form; prototype.

(in Jungian psychology) a collectively inherited unconscious idea, pattern of thought, image,
etc., universally present in individual psyches.

Here’s a dictionary definition of avatars:

noun
Hindu Mythology. the descent of a deity to the earth in an incarnate form or some manifest
shape; the incarnation of a god.

an embodiment or personification, as of a principle, attitude, or view of life.

So based on this archetype means “original pattern or model from” and avatars means “an
embodiment or personification.”

Now, in plain english this means that…

The guru has to be the archetype so everyone else can model themselves after (to become
THAT)…

…To strive to become THAT guy or girl.

In other words, the super guru sells by being the prospect’s “best self” — who he or she
wants to be most.

And an avatar is someone who is “an embodiment or personification” of that.

So you as a guru are an archetype in the market and the avatars are your customers.

Now let me unpack that here:

1. You as a guru is an archetype of who your customers/prospects want to be...

 2. Your customers are avatars who embody your values, beliefs, etc. — who strive to
become like the archetype which you represent...

Now with that in mind…

Avatars to Archetype

Avatars want to become what the archetypes are, or rather what they represent.

Why is that important?

With each purchase, they are essentially “investing” in becoming the archetype...

So let me show you three examples of what I consider to be “super gurus” in this space, that
meet our above-established criteria for super gurudom, which is:

● Having longevity in the market place - continuously selling for 5+ years…

● Becoming magnetic - people literally throw money at them…
● Having massive price elasticity - when people buy from them...price is an
afterthought, not a deciding factor…

And I’ll show you their transition from using avatar based methodology to archetype
methodology.

But before that…

Remember:

Avatars want to become archetypes

Which means:

You as a avatars has to become the market archetype (X factor below)

And then the rest of them, the avatars, which are the customers in the market place want to
become you - which is the new archetype.

Guru #1: Frank Kern

Old Frank / Avatar: Surfer dude, fun lifestyle, carefree, funny, “cool guy,” etc…

New Frank / Archetype: Businessman, serious, successful, still has fun, etc…

Note: See the picture attached for the transformation.

Guru #2: Garret White

Old Garret / Avatar: No idea, never followed him then.

New Garret / Archetype: Businessman, serious, successful, has fun, etc

Note: See the picture attached for the transformation.

Guru #3: Timothy Marc

Old Tim / Avatar: DJ, pick up artist dude, and so on.

New Tim / Archetype: Jet setting playboy who lives a life of fun freedom and adventure.

Note: See the picture attached for the transformation.

How did this transformation take place from mere guru to super guru — where they rise
above the rest in the marketplace?

Simple…

If you look at Frank Kern…

…What you will instantly notice is Frank looked at Mad Men and consciously (or
subconsciously) said to himself: “I’m going to become Don Draper.”
If you look at Garret White…

…What you will instantly notice is Garret looked at Fight Club and consciously (or
subconsciously) said to himself: “I’m going to become Tyler Durden.”

If you look at Timothy Marc…

…What you will instantly notice is Tim looked at James Bond and consciously or
subconsciously said to himself: “I’m going to become James Bond.”

And then fuse it into the marketplace with this personna…

Thus adopting this archetype that all the avatars in the marketplace want to become.

This causes them to be instantly attracted to the guru, to believe in the guru, to want to be
the guru, to throw money at the guru.

In the case of Frank Kern, this was an essential shift. For a period of time when he released
Mass Control around 2007, he was the top “guru” in IM.

But, the “IM niche” being hit by all the product launches was (relatively) small — much
smaller than the broad audiences that were being reached by guys like Tony Robbins and
Dean Graziosi.

So if Frank was going to be a “guru to the gurus” like Tony and others, he couldn’t be the
carefree surfer dude who stumbled upon these huge breakthroughs. He had to be a real
businessman (and marketing genius) — he had to become Don Draper.

So he did. And he got much bigger gigs, becoming a true super guru, now positioned to work
with business players at the highest level... it was a brilliant shift.

Gary Halbert did this, too. Except he read all the Travis McGee novels. He literally became
Travis McGee, moved to key west, got a boat, lived on a boat, etc…

Read the Travis McGee books — and you’ll soon realize that “Holy shit, Gary Halbert was
Travis McGee!”

So how do you hit your market bullseye on what to archetype?

Easy: look at what mass market archetypes they’re being drawn to as avatars.

The simple thing would be to email your list or drop a post on FB or a Group and simply ask:

“What’s your favorite movie and why?”

Boom there you have it. Now you know who to embody.
The key here is to find someone who kinda, sorta…looks like you. So you can model them in
physical form.

And then embody the personality attributes fused with what your market ultimately wants.

Frank Kern - Looks like Don Draper, same haircut, same dress style. Don Draper had a
Cadillac, Kern has a Rolls Royce.

Garret White - Looks like Tyler Durden from fight club, same body shape, style, hair cut,
same attitude on his bootcamps.

Timothy Marc - Looks like the modern James Bond, same height, same outfits, some vibe.

So there you have it:

That’s how you infuse the X factor.

Which is knowing how to architect into your market exactly what will take you from being a
mere guru to a super guru.

That’s how you create ultimate positioning in your market. So that when you are selling you
have massive price elasticity...

And you can charge 5-10-20x more than anyone else in your industry…

Where people come to you to buy…

Instead of you going to them to sell.

This works whether you’re new or old, big or small…

And it’s never too late to create a transformation.

The key is to do it covertly where it just feels like it “organically happened” — vs you actually
making it happen on the screen.

So if you do decide to do it... just do it.

And DON’T talk about it to your list / customers / clients, don’t mention it. Just act like it’s just
who you were supposed to become all along…

And when you do — watch how your business transforms.

Oh and btw...you’ll understand the reason for doing it this way when you study how it works
in movies.

Because the old classical way of doing it via more high-level archetypes like “the king”
“lover” “warrior” makes it way too abstract to use when it comes to everyday reality.
Plus, Hollywood spends millions of dollars testing these characters. And in each of our
examples, these characters have been proven to be loved by society. James Bond, Tyler
Durden, and Don Draper — all have millions of fans.

As always: drop some drama, comments, questions, love or hate in the comment box below.

Or let me know if you need help with clarity on this concept and how you can implement it in
your business.

Until next post,

Alen Sultanic

p.s. Idk that many female gurus that fall into this category as there are not that many of them
in the space, so if you know any, please do drop them in the comments.

p.p.s. If you guys know any other examples, drop them in the comments. Really curious to
see who else can spot this happening.
The Power of Peripheral Ads: tiny little ads that
generate high-ticket back end sales (17.6.21.)
So there was another thread where someone asked me why the hell my Automatic
Clients sales page was so long, 18,000 words to be exact…
...My answer: Because that’s what it took to get it to convert at 15-25% (depending on
time or day).
...The next question was by Joel Erway…
...Which was “Where do most of your sales come from?”
...My answer was: The desktop and mobile newsfeed, as those of you that run offers
already know this - nothing new.
But here’s something you probably don’t know.
And this is something you can’t easily quantify.
And it won’t show up in your analytical tools either.
...Most of your high-ticket, coaching, consulting sales / clients will come from peripheral
ads.
It took me about 2 years to notice this pattern, but whenever I would ONLY do feed ads
the back end sales would slow down…
...But when I turned the peripheral ads on, the back end sales went up.
Why?
Because once people buy something from the feed, that’s it, they’re done.
Mission accomplished.
But what happens is as they engage with Facebook, browse the marketplace and other
areas of the Facebook ecosystem…
...Those little peripheral ads show up, and remind them about you and what you offer -
they create non stop top of mind aw…
...So they go find that email to book a call…
...And they book a call…
...And then they buy that something you’re selling.

So if you’re not running any peripheral ads, turn them on and watch your back end pick
up.
You won't find this in your data, and it’s not something that you can quantify in raw
numbers, but as you bring this up with you clients, many of them will say “oh yeah
definitely, saw that little ad on the side and booked a call”.
This has been a huge game changer for us.
LMK how it goes for you and if you have any questions.
Alen Sultanic
p.s. The tiny little peripheral ads will increase your ad spend by a bit, but not enough to
bring down your overall ROAS, however as your back end picks up in sales it will more
than make up for it.
Assumptive Upsells: Dark Lording The Upsell Path (For
Maximum AOVs an LTVs) (27.5.21.)
WARNING: Discretion is Advised
If you read between the lines of most of my posts / comments - you’ll notice a hint of
dark lording going on…
...And that’s because that’s where I’ve honed a good portion of my skills over the years.
...Hanging out with other dark lords, talking to them on a daily basis and watching them
operates will allow you to see things that otherwise you would never see, realize or even
think was possible.

If you're going to win — you have to do things differently in order to get different results /
outcomes (higher AOV's, conversion rates, etc...) than your competition.

So here’s a tactic out of the dark lord bag of tricks - assumptive upsells.

Which I have seen used to generate $100s of millions of dollars in some of the most
competitive cut throat markets online.
The typical upsell path is based on the psychology of convincing / asking the customer
to upgrade which has a CTA such as “upgraded now” or “add to cart now”.
And this works very well...typical take rates are 20-40% (depending on how good of a
copywriter you are).
But what if you could flip it and make the upsell path so that the upgrade has already
been baked into the sales process so the end user just has to confirm and proceed (and
not think about do I want this or not).
So the psychological difference is this:

● It’s not about “do you want to upgrade?” — which is based on them making a
decision to upgrade (a lot of mental energy expanded required to generate the
YES) — which they land at after you’ve convinced them.

But rather…

● It’s about “You’ve already been upgraded” all I need you to do is CONFIRM your
upgrade and we’re set (this lessens the decision making process). — which is a
whole lot LESS mental energy expanded since the decision has ALREADY been
made for them. The ASSUMPTION is they have already agreed to it.

So instead of the CTA being “upgrade now” or “add to my order” it’s — Confirm This
Amazing Upgrade and Continue.
...or simply “complete your order” or “complete your upgrade”
Now...
The “no thanks” CTA under the button should read as “No thanks, please remove this
from my order because I don’t want to get [insert results] here” (or some variation of that
language that communicates “loss” and “loss of results / outcome” or “removal of this
amazing upgrade”.
Once you do this the focus is on the upgrade and having this thing now vs the price
required to upgrade.
As stated above discretion is advised and use it if you wish and how you wish.
And before the moral police jump down my throat in the comments here — as I’ve said
countless times here — I’m not the one to judge what’s right or wrong (that’s your job
when you employ these tactics).
If you truly believe in your products there’s a strong argument to be made that
assumptively including customers in those upsell products is the ETHICAL thing to do
and an almost obligatory way to use this strategy to ensure as many people as possible
get access to it.
If the product is truly good for the customer then is it not your obligation to do everything
in your power to get them to consume this upsell as well?
If your answer is no?
Then why is it no?…Is it because your product doesn’t help them or because you don’t
believe in it?
Well then why are you even selling it at all in that case?
See what I mean...
So again this is not about morals but about what you can do with this information to
increase the conversion rates on some of your best products
Yes, Some people will use this on shitty products but that’s your ethical dilemma to
solve, not mine...
My goal here is to simply give you all of the necessary information (tools) you need to
win the game.
Anyhow, enjoy and until next post,
Alen Sultanic
p.s. Drop questions in the comment box if you need / want help implementing this in your
business.
p.p.s. If you really want a deep thought on this, it’s all about swapping the frame. You're
removing all of the thinking / deciding for them and in a sense you have already decided
for them. Their role is a robotic yes/no. So the less thinking = the higher the conversion /
take rates.
Symbols of Credibility: Creating Upticks In The
Marketplace (28.6.21.)
Everyone in the game is after the same thing — scaling an offer…

…So here’s the equation for doing it:

AOV > CPA = Scale

That’s the equation for scaling. Nothing more, nothing less...

…That is — if you can hold this equation at volume of sales.

The entire game of scaling offers (and making buku money) depends on optimizing
either side of that equation.

● The AOV side

● The CPA side

And as long as that equation holds AOV > CPA, then you can scale.

Just punch up the ad spend and you’re set.

The problem is as you do punch up the ad spend — the equation starts to fall apart.

So you can either focus on optimizing either the AOV or the CPA side.

The AOV side is all about using offensive strategies — figure out how to increase the
AOV contribution at every step of the sales process.

The CPA side is all mostly about using defensive strategies — figure out how to lower
your costs.

You need to figure out how to optimize both sides of the coin in order to scale.
I tend to personally focus most of my energy on the AOV side of the equation, because I
know that everyone else is focused on the CPA side.

I do this because the ad networks operate on auction models of advertising — whoever

pays the most, wins.

So it only makes sense to focus all of your energy on being able to outspend your
competition when it comes to customer acquisition.

It’s a whole lot easier scoring points playing offense, than it is playing defense.

Besides…when you do focus on the AOV side, the CPA side of the equation tends to
take care of itself.

So when it comes to the AOV side, and holding this equation at volume is that
(depending on the distribution channel) after a certain amount of sales — you enter what
I call “the wobble”.

The wobble is when you’re at a certain amount of sales per day and as soon as you go
over a certain threshold of sales — the equation starts to fall apart and an inversion
takes place where now your CPA > AOV — which causes your scaling to stop dead in its
tracks.

Now, many factors cause the wobble — and I’ll be sharing more things on how to
overcome it.

One of the major contributors to the wobble effect is the fact that the algorithms will sling
you from warm traffic, where just about everyone is ready to buy to cold traffic where far
and few in between buy.

The difference between being in warm waters vs cold waters is that warm waters tend to
have a lot more recency in terms of visitors as recent buyers vs the cold traffic, where
the ratio is more so non buyers to buyers.

These non-buyers that you’re dealing with tend to come with an overabundance of
skepticism and most of them don’t believe what you’re selling.
Skepticism is rooted in them not really believing what you’re saying — so you have to
prove it to them in otherways.

…This switch over is very subtle, but when you look at your data and are wondering
“what the hell just happened?”

…And now — at this stage, what you’re really dealing with is skepticism at scale.

Which affects the AOV side of the equation — which at the same time causes your CPA
to go up.

…But as you’ll see this strategy will not only help you defeat skepticism at scale, but also
boost your AOV, reduce your CPA — and make everything you do twice as effective…

So let's talk about symbols of credibility — why they work, how they work and how you
can use them in your own business.

When it comes to selling, all we’re doing is simply exchanging value.

$1 worth of value is received for $1 worth of value provided.

Now, what marketing really does is alter the perception of that value exchange.

It makes your $1 “seem” like it’s worth $100, so now that person on the other side of that
transaction is willing to pay more than $1 and all the way up to $100 for that transaction.

We call this price elasticity.

The strongest point in the funnel that has the absolute highest price elasticity relative to
the ratio of buyers is upsell #1.

When you employ this strategy, you will bring that much price elastiicty to the whole offer
and to than to he whole business.
Now when it comes to price elasticity, there are many ways to influence it — but the
most powerful way to influence it is by tapping into what I call Symbols of Credibility in
the marketplace.

It basically causes the brain of your customers to shortcut most of the thinking process.

Since the human brain requires a ton of energy to operate every day (20% of your
calories) — it’s always looking for shortcuts as to why something is “true” or “not true”.

Btw, once a brain decides something is true, it rarely seeks alternative reasons why
something is not true.

This is why humans love to buy, but hate being sold to and also why brands are brands
and you hear the word “brand value” pop up often...this simply means that the customer
base has decided that this brand is worth whatever it’s being sold at, so they rarely if
ever try to seek alternatives.

They like to buy things they know, and hate being sold to because it requires them to
evaluate the new alternatives presented.

The brain likes to look for shortcuts, and the best shortcuts are the ones that it already
knows, but it also takes a lot of meaning from symbolism.

So once you combine symbolism and shortcuts what you have are symbols of credibility.

That once placed in front of your audience, it changes the game from you telling them
why they should buy...

…To them telling themselves as to why they should be buying.

…You go from having to convince them — to them convincing themselves.

This is an incredibly powerful strategy to use, but it’s mostly done wrong.
Because it’s mostly done using overt marketing tactics, instead of covert marketing
tactics.

So what you have is the marketer telling them vs putting it in front of them so they tell
themselves.

This is “show” don’t “tell”, and “show” but “don’t talk about it”, in fact NEVER even
mention i.

When you have this switch over what happens is that they start using their imagination
to fill in the gaps...

…And once they do that, they form a story in their minds that fits their narrative, thinking,
world view, and so forth that suits them but at the same time PULLS them into what
you’re selling.

So how do you do it?

It’s simple...

First, what you need to do is figure out your market's core desires and then what words
represent those core desires.

So for example, let’s say “biz-op” aka “build a business” market…

Core desire and the words that represent those desires:

● Success
● Money
● Wealth
● Freedom

Now, we look for symbols that represent that to the market.

● High end cars

● High end office setups
● Flying private
 ● Homes
● etc…

The more you add to the mix, the better you’ll do — and the more influence you’ll have
on the marketplace.

The key is to NEVER EVER talk about it, so display it, but never say it.

Once you do that — the market will respond and you will start creating upticks in the
marketplace.

If you think about this — you’ll notice all of the top gurus and offers doing this.

And it works in every market.

The offers that scale and stay at scale all have these ingredients…

…From biz-op gurus, to health offers using doctors to relationship experts who appeared
on various TV shows.

The more symbols of credibility are presented in ads, sales pages, sales videos, upsells,
call booking pages — the less thinking the end customer does and just uses that as a
shortcut to “it must be good, otherwise they can’t have THAT”…

…And when that happens the AOVs go up, the CPA goes down and you can maintain
that scaling equation at scale.

Here are some examples of symbols of credibility and symbolism that most of you have
seen in the market place and notice how you responded to it.

Sam Ovens

● Moves to New York (symbolic since New York is on top of the world)
● Gets a penthouse in New York (symbolic because a penthouse is on top of New
York — which is on top of the world, so the top 1%)
Tai Lopez

● "Here in The Hollywood Hills" (symbolic for making it amongst the elite)
● "Lamborghini in garage" (symbolic for achievement)
● Massive Mansion with beautiful women in pool (symbolic for being desired)
● Private Jets (symbolic for ultimate freedom)

Grant Cardone:

● I've done over x Million dollars in real estate deals (symbolic for achievement)
● People Pay Me X To Speak At Events (symbolic for others looking up to him)
● I own over 8000+ doors right now all across the state of Florida (symbolic for
owning an empire)
● Best Selling Author For "The 10x Rule" (symbolic for spread of knowledge)
● I have fortune 5000 companies pay for my sales trainings for their entire teams
(symbolic for THEIR teams look up to me)

Alex Becker

● Big ass house (symbolism for achievement)

● Lambo in the background of every video (symbolism for success)
● Market Hero SaaS (symbolism for competency)
● Hyros (symbolism for market leadership and saving the market)

Gundry Health Offers

● One of the top doctors in America

● Breakthroughs in natural health, etc…

But notice one thing here...the pattern, and that's as soon as Symbols of Credibility were
employed in their marketing, each one of these gurus took off like a rocket and achieved
market dominance...

...And as soon as they stopped employing them, they have lost the market dominance.

This applies everywhere and as you’ll notice the ones that get to the top of the markets
employ a lot more symbols of credibility as a preferred tool of conversion, instead of
hardcore long form sales copy to get the job done…
...In fact, the more symbolism you employ in your marketing, the less copy you need
overall and having hardcore sales copy itself will work against you.
...I had clients I worked with where we focused on this and when we started to REMOVE
hardcore direct response elemnets — the conversions went up, AOVs went up,
everything else went up - because it was interfering with SHOW - don’t tell.

…The real power comes from the fact that if you have 1,000,000 people in the market
place looking at you...
…If you employ the symbols of credibility strategy, you’ll have 1,000,000 versions of you
in the marketplace — each one carefully tailored to the exact outcome to each one of the
market participants...

…Because ultimately what you’re doing is allowing their imagination to put together a
story that alters the perception of value of you and your product in the market place —
which causes an increase in the AOV and overall sales.

Let me know what you guys think about Symbols of Credibility and if you have any
questions or comments about this and if you need help implementing it in your own
business.

Alen Sultanic

p.s. I almost forgot to include this part — symbols of credibility work both ways, so you
also have symbols of discredibility. Things that make you credible in the market can also
work against you and take your credibility away. This is why positioning has a lot more to
do with what you don’t do, than what you do, but we’ll save that strategy for another
post.

p.p.s. Once you anchor yourself to the Symbols of Credibility in the marketplace,
removing them will work against you, because the market will start to question if you’ve
fallen off or what happened to you. As evident in the rise and fall of so many gurus who
try to go the “minimalist” route.

p.p.s. I know..."but Alen, how I get the Symbols of Credibility when I'm not there
yet?"...rent it, borrow it, lease it, whatever...then display it and don't talk about it. Once
you create the uptick in the marketplace from doing it, you'll be able to afford it and get
the real deal. This is how they all do it, so you should do it too.
Support as a competitive strategy: turning support
costs into cash… (23.6.21.)
...by minimizing support overhead while maximizing product usage and adoption.
I’ve alluded to this idea in my other posts / comments where I said if you’re in the
information marketing business or the coaching business…
...You’re really in the education and more importantly “customer support” business, albeit
a high-end glorified customer service business.
And when it comes to scaling an offer — one thing that will scale with you (at every step
of the way) is your support.
And at scale — support is what’s going to make or break you — not your ability to sell.
That’s one constant that’s going to continue to scale with you and it’s unavoidable.
The more sales you make, the more customers you generate, the more support you will
have.
And when it comes to support there are two sides to it.
One side of support is mechanical / static support: This is the support where your
customers come in, and have mostly technical questions such as…

● Can’t login
● Want a refund
● How do I download it
● Where is my order
● Anything technical in nature

Much of this support can be automated and minimized via various automations, software
solutions and systems.
Thus bringing the overall cost of support down.
Now, the other side of support is dynamic / creative support: This type of support where
your customers come in and have mostly dynamic / creative questions such as how to
get the most value (to them) out of the product they just purchased.
These tickets are mostly…

● How do I do XYZ
● What’s the process for XYZ
● I’m confused as to XYZ

This is how your customers derive value (and get the MOST value) out of your products.
This is the type of support that you either have to pay premium for — because in order to
do it, you’ll need smart people who fully understand and comprehend what you just sold
them so they can fulfill their role and do a good job…
...And if you don’t pay premium - you’ll get subpar performance and have generic
support that’s disguised as good quality support “a.k.a” GOOD ENOUGH support...

Good enough for what though?

...This is where most people totally fuck up and just turn a support ticket into a generic
reply such as “Oh you want that answer? yeah read the book or watch X video”.
This deflective nature of avoiding to help (because they can’t) instead of actually helping
causes goodwill to be LOST and customers to have a generally “ok” but in most cases
“shitty” experience.
And very few of them will continue doing business with you in the future?
And in truth, why would they?
Would you?
So what’s the solution? Architect high value to each side of support.
You now know that support has a dualistic nature to it, and you have to treat it
accordingly.
So for the static / mechanical elements — you automate it, build processes and allow
them to self sort and help themselves (minimizing costs) while at the same time
maximizing the solutions to their problems.
Usually, the quality of this support is measured in time to response ratios.
How fast did they get an answer to the ticket? Fast = goodwill is built. Slow = goodwill is
lost.
All this stuff is about building your culture, or fandom.
When you get the customers on your side by giving them a good experience, then they
become fans of your business.
This is arguably just as important as the actual product itself.
Because then people start to refer to your stuff, it’s no longer a customer -> brings 1
customer, but rather 1 customer -> brings 1.5 customers and so forth — creating
exponential growth.
(And the crazy part is, it doesn’t necessary have to do with your product quality).
ie, if you have the greatest product in the world, but nobody knows how to use it, access
it, or isn’t excited about it, then it doesn’t matter. It’s just another product.
Now, as far as the dynamic / creative support is concerned the key here is instead of
having your phone reps or chat agents do this…
...You simply do a daily or weekly training session / webinar — the MORE the better.
Where your customers / clients can come in and learn something yet at the same time
can get their questions answered…
...While at the same time on each session be RESOLD other things that help them deal
with the problems that are causing them to be there in the first place.
...You can resell your upssells.
...You can resell your workshops.
...You can resell your coaching programs.
...You can resell other products that they ignored in the sales process.
So by doing this - you’re now taking generic so-so average support and turning it into a
world class experience with a fraction of manpower / skill / intelligence required to do it.
Now, you might be asking yourself...well so who’s going to do the training calls?
Take your best support agent and have them do it.
Instead of them being on the phone and doing tickets — have them do the training calls,
answer questions, and help.
When the mechanical / static support tickets come in and ask for help — have them
send a link out to the training webinars, etc…
...That allow them to sign up for those training calls.
Win/fucking/win and your business will take a differnet shape all togehter.

● Costs lowered — check.

● Goodwill built — check.
● Refunds lowered — check.
● More revenue added — check.
● Bottom Line profits increased — check.
● Scaling safe — check.

This is mostly aimed at information marketing businesses, but it can also be used for any
type of business including supplements etc...adding an educational component to your
business certainly helps with the prescription and the value of the products they
purchased.
Alen Sultanic
p.s. You know what to do in the comment box.
Assumptive Upsells: Dark Lording The Upsell Path (For
Maximum AOVs an LTVs) (21.6.21.)

WARNING: Discretion is Advised

If you read between the lines of most of my posts / comments - you’ll notice a hint of
dark lording going on…
...And that’s because that’s where I’ve honed a good portion of my skills over the years.
...Hanging out with other dark lords, talking to them on a daily basis and watching them
operates will allow you to see things that otherwise you would never see, realize or even
think was possible.

If you're going to win — you have to do things differently in order to get different results /
outcomes (higher AOV's, conversion rates, etc...) than your competition.

So here’s a tactic out of the dark lord bag of tricks - assumptive upsells.

Which I have seen used to generate $100s of millions of dollars in some of the most
competitive cut throat markets online.
The typical upsell path is based on the psychology of convincing / asking the customer
to upgrade which has a CTA such as “upgraded now” or “add to cart now”.
And this works very well...typical take rates are 20-40% (depending on how good of a
copywriter you are).
But what if you could flip it and make the upsell path so that the upgrade has already
been baked into the sales process so the end user just has to confirm and proceed (and
not think about do I want this or not).
So the psychological difference is this:

● It’s not about “do you want to upgrade?” — which is based on them making a
decision to upgrade (a lot of mental energy expanded required to generate the
YES) — which they land at after you’ve convinced them.

But rather…

● It’s about “You’ve already been upgraded” all I need you to do is CONFIRM your
upgrade and we’re set (this lessens the decision making process). — which is a
whole lot LESS mental energy expanded since the decision has ALREADY been
made for them. The ASSUMPTION is they have already agreed to it.

So instead of the CTA being “upgrade now” or “add to my order” it’s — Confirm This
Amazing Upgrade and Continue.
...or simply “complete your order” or “complete your upgrade”
Now...
The “no thanks” CTA under the button should read as “No thanks, please remove this
from my order because I don’t want to get [insert results] here” (or some variation of that
language that communicates “loss” and “loss of results / outcome” or “removal of this
amazing upgrade”.
Once you do this the focus is on the upgrade and having this thing now vs the price
required to upgrade.
As stated above discretion is advised and use it if you wish and how you wish.
And before the moral police jump down my throat in the comments here — as I’ve said
countless times here — I’m not the one to judge what’s right or wrong (that’s your job
when you employ these tactics).
If you truly believe in your products there’s a strong argument to be made that
assumptively including customers in those upsell products is the ETHICAL thing to do
and an almost obligatory way to use this strategy to ensure as many people as possible
get access to it.
If the product is truly good for the customer then is it not your obligation to do everything
in your power to get them to consume this upsell as well?
If your answer is no?
Then why is it no?…Is it because your product doesn’t help them or because you don’t
believe in it?
Well then why are you even selling it at all in that case?
See what I mean...
So again this is not about morals but about what you can do with this information to
increase the conversion rates on some of your best products
Yes, Some people will use this on shitty products but that’s your ethical dilemma to
solve, not mine...
My goal here is to simply give you all of the necessary information (tools) you need to
win the game.
Anyhow, enjoy and until next post,

Alen Sultanic
p.s. Drop questions in the comment box if you need / want help implementing this in your
business.
p.p.s. If you really want a deep thought on this, it’s all about swapping the frame. You're
removing all of the thinking / deciding for them and in a sense you have already decided
for them. Their role is a robotic yes/no. So the less thinking = the higher the conversion /
take rates.
SELF sorts vs OTHER sorts: the most dangerous
interpersonal dynamic for growth in the game… (7.6.21.)
...And why this is the single most important factor when it comes to building highly
effective high performance teams...

So the other day, I was talking to one of the O.G.s of the game…
...And during our chat, I asked him “What are the biggest lessons you learned being in
the game 25-30 years?”...
His response:

● Fame is fleeting. It comes and goes and has an expiration date. If you build your
business that’s built on the basis of fame (i.e. guru) realize that will expires at
some point and you’ll have a choice of having to do it all over again or go build a
real business that doesn't rely on fame as it’s primary driver of success.
● There are very few friends in the game, and most others are allies. Allies who are
around for the outcome they want, which is mostly $$$. When $$$ leaves, they
follow suit. Other sorts will be your friend and self sorts will be your allies.

So this thread is about something else that I think you'll find extremely valuable.

Everyone I shared this with so far said this concept was their "wake up moment" as to
how things really are.
...This is something I’ve learned in the last two years that has transformed my personal
life and my business…
...And once you see how it works — you’ll never be able to unsee it.
That something is the concept of self sort and other sorts - which I consider to be the
most dangerous dynamic to your business in growth (if you don’t fully understand it).
...Once you understand it - you’ll be able to manage it and use it to your advantage.
So let’s get into it...
I’ve been doing this a very long time, too fucking long.
And on that timeline I’ve made a lot of money, wasted a lot of money…
...Built more offers than I can remember, blew them up and crashed many of them…
...Blowing up offers, blowing out mids, blowing out customer support centers, etc...been
there done that…
...Along the way I’ve also had great business partners and shitty business partners.
...I’ve had great JV partners and shitty JV partners…
...And I’ve had great employees and team members and shitty ones as well.
The reason I had the “shitty ones” (for lack of a better word) is because I was unaware of
the self sort and other sort dynamic and how it plays into business and life.
Because of my top values (equality, offering value, fairness, etc…) I tend to go into deals
assuming that “everyone is equal” and “everyone is fair”...
...Equality and fairness don’t exist in nature, if it did...nature couldn’t function.
If a zebra ran as fast as the lion, the lion would never eat.
Inequality in nature is what allows structure to exist in nature and that’s why it works.
Which brings me to the concept of “equality”, even though I do believe were all equal…
...We don’t all behave equally and we are all self serving participants in the game.
And when it comes to being self serving participants…
...There is a spectrum “the self sorts” on the left side and “other sorts” on the other side
of the spectrum.
Imagine this spectrum:
Self Sorts ----------------------------- Other Sorts
Where you and those you work with lie on that spectrum depends on you, but being
aware of it is going to help you navigate the world of bullshit, headache and failure.
If you’ve ever been part of a mastermind, coaching program, facebook group or bought a
product and it was just “meh”, you felt something was missing…
...And that something felt like “hmmm damn on some level that guru just doesn't give a
fuck about me” - chances are that guru was a self sort.
...But if you were part of a mastermind, coaching program, facebook group, or bought a
product and it was “holy fucking shit this is amazing, and you felt that…
…”Wow these people really fucking care about me” than that guru / leader was an other
sort.
I myself am mostly an other sort and that’s why Nothing Held Back is what it is…
...It has “a lot of me” in it, and that’s why there is a lot of value in it.
If you goto other FB groups, you’ll notice a lot of the posts, shares, interactions are there
but they have a very “transactional undertone” there…
...Where “Here’s something cool, BUUUUUUUUT a buy link will be there soon”, that’s a
self sort in action.
So that guru that care about you, that guru that told you “we’re a big happy family”, that
“we’re here for you” is a self sort and as you’ll see…
...Could give two fucks about you.
This extends to people you work with (as partners), people you hire, and everyone else
you interact with in the game…
...From copywriters, media buyers, designers, funnel builders, consultants, etc…
...Now before I show you the core differences between self sorts and other sorts…
...I have to preface it with this:
This is not a “good” vs “bad” thing.
Self sorts don’t have ANY malice, this is how they are and this is their filter of reality
which dictates their behavior.
They are internally oriented, THEY are their own mental point of origin, every thought
begins with “what can this do for me”, while the opposite is true for other resorts.
They are extremely good in certain roles that are more “fact based” instead of “emotional
based”...such as:

● CFO
● COO that is data driven/data focused
● Where delegation is a critical focus.

Or anyplace that place in a business that requires less emotion, and had a specific
reward system that ties into their self sort filter. (collections, attorneys, accounting. These
are you will want the self sort to end up).
But if a self sort ends up in the guru business…
...Which btw is REALLY nothing more than a business of “customer service” and
“entertainment”...
...When a self sort ends up there…
...They will (without ill intent or malice) leverage the living shit out of all other sorts
around them as you’ll see below.
This applies to…

● The people you learn from

● The masterminds you join
● The people who’s programs you buy
● The Facebook Groups and communities you participate in
● Business partners
● JV partners
● The clients you work with
● And anyone and everything you interact with

Here are some traits of self sorts and other sorts to be aware of:

(and if your business partnership went to shit, that employee didn't work out, etc...this is
why):
Some common traits of self sorts:
Once you read this list, you'll instantly see which gurus / experts etc are self sorts and
there for themselves.

● Tend to position themselves as “having leverage” instead of “being leverage”

● Prioritize their needs over other
● Have firm boundaries
● Product development is typically done quickly once and never revisited unless
customers revolt
● Tend to look at relationships in terms of transactional value
● When the transactional value diminishes, so does their participation in the
relationship
● Overcharge and under deliver
● Seldom if even are proactive about helping you out or offering value unless there
is a transactional component to it
● Are fully aware of their self sort nature but will omit it in order to get self sorts to
become leverage
● Will maintain outdated business practices if they suit their interest over the
customers
● Short term success due to to transactional tendencies instead of value
proposition and their businesses tend to collapse long term unless they have
other sorts as leverage in the business.
● Tend to partner with other sorts in business and insert themselves as to so for
every $1 the other sort makes, the self sort has to make $1, without providing
much value. Creating a host / parasite relationship which is ultimately not
sustainable.
● Will never proactively offer help
● When they do offer help it’ll be minimal in nature just enough to have plausible
deniability that “they offered value”
● Tend to seek out other sorts on their team because other sorts are not fully aware
of their giving nature
● Tend to use language “we have to do X”, when “we” really means “you”
● Tend to operate a fast follow business style (They see someone else doing
something and copy it)
● Tend to delegate a lot and are fully aware of the constraints in which they are
willing to do business / things…”I’m NOT willing to do THAT for money, but if
YOU do it, I’m ok with doing it”
● Tend not to share much in Facebook groups unless it can make them $$$, but it’s
pretty obvious as to the intent of it
● Tend to take “time for themselves” at the expense of others
● Whenever you ask them to do something for you...there is resistance at the task
and “something else comes up”...
● They make horrible team players
● They tend to bloat the team and expenses in favor of delegation
● Their crisis is typically because others “failed them” don't often reflect on their
part in any crisis, or problem.
● May be more on the people user side
 ● Self sorts don't typically assign much value to the emotional aspect of
relationships, instead looking at “facts” vs Feelings.
● More likely to not care what other people think about them unless there is
repetitional damage / collateral damage from it

Some common traits of other sorts:

Once you read this list, you'll instantly see which gurus / experts etc are other sorts and
are there for you.

● Tend to end up being “leverage” instead of “having leverage”

● Prioritize others needs over theirs
● Have weaker boundaries as they suit other people's needs first
● Tend to always undercharge and overdeliver
● Constantly pursuing business development and growth for the betterment of the
customers
● Use the language such as “to serve” “serving customers” “helping people”
● More prone to self doubt as they will see the potential ways that the business
could be better or serve the customer better
● Tend to proactively look to solve other people's problems even with no monetary
incentive to do so
● Make great leaders and innovators as they tend to have vision because they
actively look to solve problems of other people they spot new opportunities more
quickly
● Quick to take responsibilities from someone if they feel overwhelmed it or simply
say they don’t want or know how to do it
● Tend to be delegated to and get overloaded with responsibilities
● Rarely tend to take time for themselves (Self care is always a secondary or lower
concern)
● Whenever you ask them to do something for you...there is rarely ever any at the
task and “that task becomes a priority”...
● They make great team players
● Their crises are typically because others need help, and they help too much, and
do not have enough (time/.money/energy for themselves.) (very porous
boundaries)
● Typically first to volunteer to help. You will see them often “too busy” because
they help others too much
● Will often put too much weight into the “emotional” aspects of the equation of
their decisions.
● Product development is typically done slowly and with precision to ensure
customers get the best product possible
● May be more on the people pleaser side
● When they feel out of control will tend to isolate themselves from other people as
they feel like they can not be of help
● More likely to fear judgement from people as their core desire is to be of help.
If you are an “other sort” and your team is other sorts…
...As soon as you hire a self sort, you will notice the dynamic of the team change.
You’ll notice the self-sort bring in a lot of toxicity and change to the team, and you won’t
know what’s causing it, but that’s it.
I’ve seen it happen to me, happen to Jay, and happen to countless others.
So figure out what ratio you are…
...I’m about 70/30 other sort to self sort - hence why I can do what I do.
Figure out what you are and look at those traits and act accordingly so you can get the
most out of people so people don’t get the most out of you…
...Time is precious, use it to enrich yourself and your family.

p.s. massive credit goes to Dale John who taught me and Kevin J Sheerin this concept
where we together developed in depth over the last two years.
The golden ratio of pricing high-ticket
programs/services for maximum conversions,
retention, and customer/client satisfaction… (5.6.21.)

...Plus how it ties into the concept of "Engineering MLTV (Maximum Lifetime Value) and
why it's the most powerful weapon in your scaling arsenal”

This will help you get the most money out of yours customers/clients when it comes to
selling high ticket coaching, consulting, whatever programs.

Alright, this post is due to a chat I had with a friend a few minutes ago...who was asking
me some questions about selling and pricing high-ticket programs, after the chat...he
suggested I make it a post, so here it is.

Whenever someone creates a high-ticket coaching / consulting program, there is about

zero consideration as to the strategy of pricing anything.

The usual methodology of pricing is to look to the market and see what others are
charging and just model them.
Oh...look at that $8k for coaching, I guess that works, so we'll charge $8k.
Oh...look at that $20k masterminds, I guess that works.

I was guilty of this more than anyone...

...Until I started looking at my own internal data, and the data of people I consult with.

● I looked at the price of the programs.

● I looked at the payment plans of the programs.
● I looked at the total value of each member in the program based on paid in full
and paid in payments.
● I looked at the attrition rates (this is the most important part)

And while looking at this data, I noticed a pattern that made sense as to why we charge
one price, but largely collect another amount.

Remember the old marketing launches "we had a $10 million launch", yeah "but what did
you COLLECT?" *crickets*
So what you charge is never what you really collect and this is a problem, because if
you're not collecting it, there is something fundamentally wrong with the pricing model,
otherwise you would collect 100% of it.

Note: If you're at $6,500 and you qualify well and you have mostly pay in full people with
a few on payments, this will slide under your nose for a long time (as it has for me).
But, if you're at $10k+ and it's mostly on payments with a few pay in fulls, then the data
pattern will become obvious.

What I noticed is that the charging based on what the market is charging is flawed, and
instead what we should do is look at the demographics of the target market, mainly
income levels.

I call this the 10:1 ratio. 10 being the income and 1 being the price of the program.
So if your target markets income is $100,000 on average, then charging 10% of that is
the sweet spot, 10:1 ratio.
So the way it would play out is, $100,000 income. $10,000 for the program.
or...$100,000 income, but $10,000 for the program on monthly payments $833 per
month.
With this sweet spot you can get MOST of the money out of them, vs a few months /
payments out of them.
The way it works in the biz-op coaching space is that say you have someone with a ratio
of 5:1, meaning $50,000 income with price of program at $10,000. What will happen is, if
you get this person on payments, they're going to give you 2 months to raise that ratio
up for them.
Meaning, help them go from $50k to $100k, so that ratio is in balance again, if this does
not happen, you get 2 payments out of them, 3rd payment is card declined due to
insufficient funds or card block the the bank.

You get the idea.

The main point here is being aware of the 10:1 ratio of income to price.
A 10:1 pattern of pricing that I call the golden ratio of pricing for high ticket programs for
maximum conversions, retention and client/ customer satisfaction.

● Maximum conversions: using this ratio, it'll be easier to convert the leads into high
paying customers / clients. You'll see why in just a second.
● Maximum retention: using this ratio, it'll be easier to retain them long term so they
continue paying you.
 ● Maximum client / customer satisfaction: using this ratio they'll be overall happier
working with you, due to lowering anxiety and stress due to better pricing that's
based around "what they can afford" not "what you can make them afford) this is
is a massive difference in terms of how you view selling / pitching to them.

So let's unpack this as to the points above.

As much as we want to tooth our own horns in being able to "sell" "close" etc...the reality
is, on high level purchases people pay what they can afford.
Some can afford it via cash in the bank and others can afford it via credit cards, but the
affordability factor is very big.
So having the 10:1 pricing strategy will help you increase conversions.
People will stay in programs they can afford, that match their lifestyle. This is why certain
people, based on income levels will drive Honda civics or Honda accords or Mercedes s
class etc for a lifetime, it's what's best based on their income.
So having the 10:1 pricing strategy will help you increase overall retention.
And lastly...having the right pricing strategy will remove anxiety from them having to fork
over over 10% of their income every month to you while they're going through something
abstract in the ether of the internet and turning it into a ROI for themselves.
This last bit is very important, because once that pricing is out of that 10:1 ratio, anxiety
goes up and they bounce.
Now of course, this is a rule of thumb and how do you make more money knowing this?
Easy, go after people who have more money, so that 10:1 ratio balances out. This is why
B2B = more money on the back end than B2C.

Now, what's really interesting about the application of the 10:1 ratio is how it relates to
the MLTV, which you can read about here:

"Engineering MLTV (Maximum Lifetime Value) and why it's the most powerful weapon in
your scaling arsenal”
Read it here:

==> https://www.facebook.com/.../permalink/615006803233015/
If you're not aiming for sales of high ticket programs this pattern also emerges as to how
much you could get out of them in a given year.
So if your target market is $100,000, you can aim to get $10,000 worth out of them per
year.
Then...we come to the question of "How the hell do you tell how much money they
make"?
Aside from looking at the demographics of your market and "guesstimating", there is
another way...
...The typical way to do it in biz op is a brute force question of "Hey customer how much
money do you make per monty / year?"

...and when you ask the question THIS way, if they make a lot, they'll tell you they make
less (because they know what you're up to)...

...if they make less, they'll always tell you they make more (becuase they don't know
what you're up to, they want to impress you)...

So all you do is flip it and ask this question "How much would it take for you to replace
your monthly / annual income?" thats' it...it's very elegant and it'll give you about 90%
accurate probability so you can engineer your 10:1 ratio.
So as a general strategy of the MLTV above and a 7-up here...

...If you get 1,000 customers who have an income of $100,000, you have a total of
$100.000.000 in money at your reach via marketing / sales.
...Then you focus on getting 10% of that, which is $10 million.
The end.

- Alen Sultanic
p.s. as always drop love, hate, questions or comments in the post.
Post edit: One more note on the above 10:1 ratio...if your 10:1 ratio is off, you will notice
your refunds spike up. That means your marketing is overpowering your pricing models,
they're not aligned.
Self-replicating markets and the importance of strategy
when your customers become your competition. (29.5.21.)
The internet marketing space is insidious - where when you do something great, soon a
copy comes along and a copy of that copy and a copy of that copy...
...Just had a good friend who had his entire methodology recently jacked by a well
known guru, who added a different twist to it and called it his own...all while driving an
old ford (you put the two and two together to figure out who it is)...
...I call this concept the idea of self-replicating markets and it's largely driven by visible
margins, which I'll get to in a second.
A self-replicating market is where you do something that generates revenue (with good
margins of course) and the market replicates itself to do exactly what you just did.
As this process takes place, eventually the gradual change takes all players in the
market to the edge of the cliff and then everyone starts to fall the fuck off - and this is
already happening on in the "coaches/clients/consultants" space.
Now it's important to know what causes a self-replicating market to emerge and how to
negate it.
Self-replicating markets emerge when there is open data/information sharing.
Information sharing on the sales processes (think webinars showing the exact model)
and the data behind the outcomes of those sales processes (here's how much I made
doing that - margins).
So basically, when they see the information they know how to do it. When they see the
data, they have certainty of outcome and they act on it.
But when they don't see the information, they're not aware of it's existence so they can't
copy what they don't know. (See the book by Ivan Throne "The Nine Laws")...
...And when they don't see the data they can't/don't (have incentive) to copy.
This is why you have to compete on things that can't be seen, copied, or discovered
(that was my comment to the thread Chris Laub made about the ethics of funnel
hacking, here:

==> https://www.facebook.com/.../permalink/635753224491706

If you're thinking of building an offer, the 1st thing to consider is "am I going to be training
my future competition".

Not only with the methodology of the product you're selling but with actual training of the
competition?
With Automatic Clients, we made this mistake, and now for every 500 sales we
generate, 1 becomes a competitor, and usually a very strong one - which erodes the
competitive advantage and longevity of such an offer.
When we ran 2 Hour Agency, we sold about 13,000 books and no one competed with
us.
So a few things:

● Don't build an offer showing all of your cards - your margins especially (unless
you have to), margins attract competition. So think "invisible margins".
● Don't teach them the same exact thing you're doing in your offer - unless you
have to (with Automatic Clients, we had to, otherwise our integrity was on the
line, so we made the decision to teach it).
● Make your money with this, but teach them to do THAT, so that you can continue
making money with THIS while they make money doing THAT, get it? (we did this
with 2 hour agency and it worked very well, we still get sales every single day on
that offer doing nothing).
● If you do the above, and have it in the open...make sure you compete on
complexity not simplicity. Complexity is hard to copy, simplicity is easy to copy - in
terms of execution and delivery.
● If you do compete on complexity, make sure they well know what they're dealing
with, which will make it a deterrent to compete with you.
● The main consideration is to never focus on "who can pay less to acquire the
customer", all focus should be on "who can pay more to acquire the customer".

On the last point above...we launched a new offer on YT, and the stats were $54 CPA on
a $250 AOV (so far)...the 1st question was...how we make this so we spend $100-$200
CPA, to equalize my AOV to scale this thin to 1,000 sales a day and then focus on
invisible margins on the back end to make up for that...
...Because the truth is, when it comes to self replicating markets, they will copy the
easiest thing to copy, but more often than not, they won't copy the hard things, and they
can't copy the things that can't be seen, copied, or discovered.
In short, instead of focusing on becoming the best at making money with your front end
offer. Become the best at "losing money" with your front end offer and making it all on
the back end. This single move will keep the self replicating market at bay while you
build your fortune.
Oh and one more thing...once you do all this, figure out how to make money from them.
- Alen

p.s. I'm running on 4 hours of sleep, so this post isn't at the depth that I wanted it to be,
but it's good enough considering caffeine is fueling my soul atm. Add your thoughts,
strategies, and anything else below.
Goodwill upsells: how to automatically repair,
rebalance and rebuild your customer/client
relationships (that the traditional upsell path destroys) -
which in turn will help you reduce refunds and scale
your back ends. (22.5.21.)

So one of the biggest strengths of the upsell path is that it’s the highest contributor to
your AOV (which allows you to scale) and one of the biggest weaknesses is that it
simultaneously destroys the relationship with your customers…
…Because if you think about the psychological process the customer goes through it
goes something like this…
…The customer just spent a lot of mental energy consuming your VSL / Sales page /
Webinar, went to the checkout page and decided to pull out their credit card and they
were going to get all this stuff, and that was that.
Then they land on a video that goes something like “welcome, congrats, so glad to have
you, but give me some more money for this thing”…

…Some buy, most don’t, but most feel “off about you” (this guy just keeps selling me )
Then, after that they land on OTO 2 and again “hey bro, one more thing, gimme some
money for this too”, some buy most don’t.
It’s a “me, me, me” process “take take take” instead of “give give give”.

Give give give = builds relationships, brands, loyalty, fans, etc...it's all about THEM,
because THEY are your renewable financial resource that can / will give you money for
months / years.

Take, take take = helps you make $ in the short run. It's all about you, and they don't
really care about you, not when there are 500 others trying to serve them.

Contrast that to how high end brands operate...take for example Mercedes, you buy a
high end benz and then next thing you know they're sending you a box of gifts,
etc...they're not trying to take you or every dollar, because they play the long
game...some call it "brand loyalty", anyway...
If you look at your refund rates, you’ll be able to easily correlate the upsells contribution
to the refund rate.
All in all what this does is sours the relationship and displaces trust from the beginning.
Let's face it, we all do it, we all know it’s “icky” but we have no choice, because offers
can’t work without them.
I can’t tell you how many times we had support tickets hit and people just go “you just
made me spend 45 mins watching this shit” and I’m sure most of you have as well.
When a customer has that line of thinking, getting them to watch anything else we send
is going to be HARD.
When a customer has that line of thinking, getting them to buy other stuff from us is
going to be HARD.
This is the biggest failure of direct response IMO, we leverage SMALL numbers for BIG
numbers…small conversion rates, but we pull $ out, and for many of "that's just how it is,
that's how the game works", right?

...I say maybe...maybe...what if we could solve this one fundamental issue, rebalance
relationships with our customers and scale those relationships.
And you can…enter goodwill upsells.
A goodwill upsell is designed to rebalance the relationship - which goes from "they only
care about themselves, to hey these guys really care about me".
I’ve shared this with a few people privately this past week and everyone is going ape shit
over them and putting them in the upsell path.

Here's what a buddy/client of mine Imran Lalani who's dong $500k a month on YT with
nutra just said to me via Skype:

"It’s perfect to get the customer in the right mindset as well"like the focus on the last
thing, so they’ll be pumped about it. Can help with lowering upsell refunds too. Plus
takes their focus on the next thing."
So back to the point here...
You can put them in the front, middle or the back of the upsell path.

And the free thing can be anything but it should be of consumable value, they should be
able to consume it and feel good about getting it, the value should offset or FEELS like it
offsets the value of what they paid you so that they feel like they got something special
from you, so they feel that you care about them, their success and their well being.
I’ll give you each case scenario where you can put one and test it out.
Front of the path: Good after webinars, they just went through 2 hours of presentation
with you, tired, burnt out, mentally exhausted want to get to the finish line…
…This is a nice to have because it gives them something (builds a relationship, builds
good will), and it gets them clicking on the YES path.
Middle of the path: Good for general offers, if your OTO 1 is heavy duty that takes a lot
of money out of them in one shot (triple stack OTOs, which I’ll share soon with you
guys). This rebalances that and then you can stick an OTO after that to get them back
on track.
End of the path: My favorite area, they’ve just spent a lot of money with you, are ready to
go and now it’s time to start giving them free stuff. What do I like to give them here? A
free custom strategy session of course .
Now, remember…you usually don’t remember the 1st thing you heard, but rather the last
thing you heard. Hence my liking for the last position.
One of the interesting things about having a goodwill upsell in the last position of the
path is that it allows you to gauge the efficacy of your relationship.
Think about it: If they click YES to the free upsell, all the gifts, etc…the of course they’re
happy with you, but if they click NO THANKS, then that person should go in a sequence
to rebalance that relationship.
Enjoy guys and LMK in the comments if you have any questions about goodwill upsells

Post edit: Brooks Briz recommended the "giftology" book to me, which I think would go
so well with goodwill upsells:

https://www.amazon.com/Giftol.../dp/B01FT16BPM/ref=sr_1_1...

Post edit #2: You can use The goodwill upsell with the self sort concept I shared here,
search for "self sort upsells" and then offer them a choice of 3 gifts, they pick the gift and
you can either have a path on that gift in standard upsells or you can tag them and do
follow up sales which tells you what they're into and make more $.
How to become your own data broker and milk every
last ounce of LTV out of your business… (10.5.21.)

...Without having to create more products, sell more products, or do anything else
beyond monetizing your data.

...The ONLY reason one company can beat another company online is because they
can do something the other company can't...
...And the ONLY reason they can do something the other company can't is because they
know something the other company doesn't know.
So here's something that 99.99% of marketers in this game don't know.
...This is for boys and girls doing volume (300+ sales a day) or those who just want an
easy way to make extra money from your leads/ customers.
Years ago, once upon a time, circa 2010...when we were real good at marketing yet real
stupid at business...
...We would generate tens of thousands of customers and then hand those customers
off to Utah call floors at about $80 a pop, who went on to sell them god knows what and
make $8,000 a pop or more.
We didn't know how much $$$ was in those business models, until the almighty hammer
of the FTC came down and cracked open their books and we saw for ourselves...
...And low and behold, a whole lot of money was being made off of those leads.
What we were doing was "selling data", and making good money doing it.
Ever since, and long before that...the idea of selling your own data and making money
off of it continued to linger around...
...The only reason Guthy Ranker was able to scale proactiv was because they
magnetized the shit out of the customer / lead and then remonetized it through the sale
of data...
...And they would sell that lead / customer a dozen times, and anyone at scale that you
see doing volume is doing it in one form of another...
...Which gives them the ability to do what they do - which is maximize their economics,
without having to add additional resources to do so.
If you goto old man Dan Kennedy and pay him $20-$100k, this is one pieces of advice
that he'll give you.
The only problem old man Dan had half the formula - that you do need to sell it, but was
missing the HOW the hell you do it part.
The problem is selling the data, this damn near impossible...go try it, talk to data brokers,
and see how it goes - it's REALLY fucking hard to do, unless you have a dedicated
person / team who's ONLY job is to do data deals - and this is a big ass MAYBE.
So how do you do? I'll tell you in just a second, but before I do...
...I want to share my world view / philosophy of "data sales", since the current political
topic is all about "data privacy".
What you have to realize is that the customer is NEVER truly YOURS...
...It's just your turn to sell to them, and that's how it goes.
That's my world view of it, so while they're yours, you need to figure out how how to
monetize that customer...
...So lets skip the traditional ways to monetize the customer and talk about how to
become your own data broker and stretch that LTV hard.
Until now the traditional model of data sales has been to find a data broker, and then
have them magically come back with a deal for you where you take 1,000 customers a
day, and sell that data for $20 a pop, $20k a day added to your revenue daily or $600k a
month.
This doesn't work.
Instead, what you do is...you become your own data broker.
You setup a funnel, clickfunnels, kartra, wordpress, whatever you use, doesn't matter...
...Write a VSL, or write a sales letter and have self sort pricing or "packages" on the
page.
10 leads for $300 = $30 / lead
15 leads for $400 = $26 / lead
30 leads for $500 = $16 / lead
You have shared lead pricing, meaning, you can resell the lead X times, or you have
exclusive lead pricing, meaning they're the only ones who get the lead.
You can slice this up 500 diff ways, you get the idea.
NOW...the part that makes the $$$...
...You identify your target market, and you run ads to it...
FB, Google, Linkedin, and done...
...Now you're your own data broker, now you've got the relationships with ppl who will
buy your data and you're now making way more $ per customer / lead without doing a
thing and now you can spend more to acquire the customer.
There is A LOT of money in this, A LOT more than you might think. So take a bit of time
to look into this for your own business.
I spent years on the other side of the game, buying data. I bought millions upon millions
of leads like this through CPA networks and mailed them back for 2-3 years, it was 4 of
us, me Matt Bacak, and 2 other guys...we pooled in buying leads together and then we
would mail them round robin, we were doing about $10k a day for years doing this .
Anyhow...don't forget to have someone on the phone to hit them up, and and upsell or
two wouldn't hurt, and consider doing a recurring offer where they get X leads /
customers per week for Y price.
LMK if you have any questions about this strategy in the comments.
Post edit: this has been the elusive obvious for about good 15 years. Every single
person I talk to who does volume, this is the #1 question "How do I monetize my data".
Well there you go, enjoy.
Post edit #2: If you're going to go the route of selling the data, make sure that your terms
& conditions and privacy policy fully 110% discloses it.
Post edit #3: I totally forgot about this, but this is also super effective in selling email
drops. I know quite a few guys in the health space and survival space making $10k per
email drop, again the problem is...you have to go thru brokers, so just go direct and
make mucho dineros!
How to instantly increase the conversions of your FB
ads (without touching the ads, targeting or anything
else)...(29.4.21.)
...Ok so here it is, this is something we're implementing.
Back in my younger dark lord days circe 2008ish, I ran a nutritional supplement
company (free trials).
I would study the traffic stats and found that a bunch of people were looking at keywords
"supplement review" or "does ______ supplement work?"...
...So what I did was I went and created a bunch of questions on Yahoo answers and
such, and then made MOAR accounts and gave proper answers (I know, I know...shame
on me, I was an unethical young dark lord making money).
And next thing I knew, conversions kicked up...my CPA was $9 Google on a $50 offer....
...TONS of ppl calling in going "OMG I saw your reviews on such and such site" and I
would say "but of course you did ".

Our sales of the 6 & 12 bottle plans BLEW UP after this.

Fast fwd to years later and here I am running FB ads and noticed the same pattern
emerging - the ads with the highest engagement (comments, likes and shares) tend to
do better.
If an ad has a bunch of comments that go "holy shit this is amazing, blah blah blah" the
ad just makes more money and it creates a viral affect.
Our products our outstanding so this naturally takes place, but I wanted this process to
go A LITTLE FASTER and happen at a more predictable rate...
...So here's what we're doing:
Step 1 - Customer opt-in / buys
Step 2 - Customer goes on email / sms list
Step 3 - Email / SMS is sent out that goes "Do you love X product?" YES / NO - if YES,
goto page with a headline and video that tells them they'll get something nice (a bribe) if
they click on the link below that will take them to the ad where they can leave a
comment. If NO, it goes to a form and asks why not so you can fix it
Note: You just get the link to your FB ad and link to it, it'll take them to the ad.

So what you're doing is instead of gathering useless reviews on web sites that NO ONE
checks, you stick them in where the intent is created (the ad space), thus amplifying
intent, increasing the intent, increasing the conversion and cycling the whole thing up.
So this cycle feeds itself upwards, more conversions, more people to leave reviews,
which creates more conversions, and so forth.

End result: ads with 100s of "holy shit this is the best thing ever" comments that convert
like wildfire and customers coming in and going "wow so much praise on your ads, had
to buy" yes you did.
The end.
p.s. I'm going to be sharing a lot more "dark lord" tactics. Everything in our industry is all
"namaste bro, abundance, love, blah blah", but where the real money is made is the
dark side.
Not saying you have to play on the dark side of the game, but once you learn from it, you
can destroy those who are not aware of it.
Market quadrants and their importance on scalability
and sustainability of offers (and everything else in
between)...(30.4.21.)
This took me a long long time to figure out...17 years to be exact and once I did, it
changed everything for me in terms of how I view what markets to go into, what offers to
build and run, and how to manage market changes / transitions...

...You see, most people, when they select markets, they tend to have their own criteria,
that goes something like this...

...Size of the market, other offers, (insert any reason), but mostly "can this thing make
money?" if the answer is yes, they'll do it...

...But very few people, if any, ever sit back and ask themselves...

Why do some offers pop off, scale and stay at scale for years while others seem to come
and go.

Why is it that some guys can build a business that's easily sustainable, yet others can't
sustain it.

And once you get this, you'll realize it has nothing to do with internal forces of the
business (copy, ads, marketing, sales, etc...) and it has everything to do with external
forces of the business - which I will explain below.

When it comes to markets, you have a dynamic market and static market, then you have
a creative market and a mechanical market.

So allow me to unpack that...

A dynamic market is a market where everything is in flux, constantly changes - ads,

offers, what works now, etc...everything changes, it's dynamic. Usually it's based on
external events.

So for example in the "business opportunity" sector EVERYTHING changes all the time.

This is an example of a dynamic market, and because of this rate of dynamic change,
any course you create, any coaching program you make, any value you create in this
space has a limited shelf life, the minute you put it out, the minute it starts to age.

So you'll be hard pressed to find offers with longevity in a dynamic market.

This is why you'll see a new guru being born daily while the old ones fade away like Sam
Ovens, even though the value he created was truly amazing.
Next up is a static market...a static market where everything stays the same. Say for
example "learning to play a guitar", that's a static market. How you play the guitar today
is how you'll play it in 10 years from now.

Things generally stay the same in a static market and if they do change, the rate of
change is very slow.

Then we now move into Creative / Mechanical markets.

A creative market is a market where the end user has to exert creativity to get a result,
again back to our business opportunity example above...

...The customers in this space have to exert creativity. Write copy, write ads, create
courses, etc...in order to get results.

But compare that to a mechanical market - where the end customer has to follow X
steps to get results. For example, fix your credit market...you do these 5 things and you
fix your credit.

There is zero variance in input on the customer end, and thus creating the same output.

Now...what's this got to do with scaling and stability?

Everything.

Becuase you see...the offers that have been around and the guys I know doing 1,000
sales a day have one thing in common:

They're all in static / mechanical markets.

The guys who do well in Dynamic / Creative markets tend to have massive
phone-backed back end teams closing it, which offsets that.

I've worked with plenty of biz-op gurus and when you go "I need 10 testimonials for this
page", they can't generate it. This is why. The success rate is SUPER low.

Whereas the guys in the static / mechanical markets have an over abundance of
testimonials, proofs, case studies etc...

The other thing to consider is that a dynamic / creative markets tend to require A LOT of
human energy and constant updating of methodologies to get the end user results.

This group is in a dynamic / creative market.

The static / mechanical markets are where you can build something once and sell it over
and over and over again and put all of your energy into marketing and sales of it.

So next time you see someone say "I"m doing 1,000 sales a day" pay careful attention
which market quadrant they're in and now you'll know why.
Post edits: If you find yourself in a dynamic market, figure out how to add static elements
to it to give you a market advantage, and vice versa. If you're in a creative space, figure
out how to add mechanical components to it.

ClickFunnels is a prime example, they took a creative / dynamic market and added a
mechanical component (funnels) which allowed them to scale.
How to get infomercial level quality testimonials using
this simple process…(29.4.21.)

Testimonials are one of the most powerful tools in your conversion arsenal, the only
problem is 99% of the testimonials out there are terrible.
They come off as try hard, like the end user is trying to sell, and just come off bad.

A bad testimonial is worse than a no testimonial IMO, so here's how to make sure that
never happens to you again.
...See the video below, that's our testimonial reel.
Here's how we did it:
Step 1 - Get a Calendly account
Step 2 - Create an ethical (or unethical) bribe
Step 3 - Send promo
Step 4 - Book up Calendly
Step 5 - Get them on Zoom
Step 6 - Ask them 5-10 questions
Here are the questions we used, feel free to use them:

● Why did you want the book?

● What problem were you trying to solve?
● What do you like about this model vs all of the other models?
● What did you try before?
● What was the after?
● What did you expect before reading/Accelerator?
● What was your main takeaway?
● What are the top 3 things you learned from Automatic Clients?
● What surprised you?
● What did you think was the biggest challenge with this?
● Thoughts on the AC community?
● Would you recommend it to other people?
● Who would you recommend it to?
● Why would you recommend it?
● Thoughts on Robert and Alen?

Step 7 - Record zoom call

Step 8 - Edit and cut out the umms, ahhs, and the akward things
Step 9 - Click publish
Note: while on zoom, you can ask them to turn on the light, move to the left, move to the
right, etc...so it looks really good.
Don't forget to add music from AudioJungle.com behind each testimonial to get an
emotional life, search for CINEMATIC audio on there and you'll get it.
Once you have this process, you make it a sequence in your autoresponder so that way
you're generating fresh testimonials weekly.
We use them on our sales page, ads, upsells, everywhere...they lift the whole offer up in
terms of conversions and AOVs.
They're also one of the biggest things that moves the needle from taking $5 buyers and
turning them into $5,000-$50,000 buyers.
If you want someone to make them look this good holler at Tommy Thanasi he's my goto
video guy.
Post Update: The BEST time to get them for a testimonial is to find that inflection point
where they're enamored with what you've just sold them, it'll come access in the video.
So figure that out and then get them on zoom, for us it's when our clients tell us a
success they had, then it's like "ZOOM LINK".
How to scale on native ad networks (without having to
drop $20k on a "test budget") (28.4.21.)

This post is for those of you dark lords who have offers that three gods of traffic don't
like...FB, Google, and YT.
Native ads...massive amounts of traffic, but traffic with zero ability to target anything.
So, we built a dating offer that did well...we ran it on native ads, when we goto the land
of native ads, we were greeted by the account reps at Taboola who told us that we had
to drop $20k to do a "proper test" to canvas the network to figure out that works for our
offer.
I looked at the mechanics of the ecosystem and realized that the path goes like this:
Ad -> Advertorial -> VSL -> Checkout page -> Purchase confirmation page
The pixel fires off on the purchase confirmation page, meaning we have 5 levels of drop
off before we see what ad generates a response.
This makes the CPA mucho $$$.
So I went in there and instead of setting the pixel CPA the way it's normally done, I just
moved it upstream to fire off at VSL, so now it went like this:

Ad -> Advertorial -> VSL (pixel fires off here) -> Checkout page -> Purchase
confirmation page
And I watched the CPA, and optimized the offer for eyeballs on the VSL, then once we
canvased the entire network, then we just killed off the non performers, and then did it
again...
...Took the $20k required to test down to $1-3k to figure out what works, then used the
rest of the money to focus in and scale on the properties that did work.
Now it made mucho $$$.
The same logic can be used for any other ad network.
This works especially well for health offers, hardcore biz-op or any other offer that's on
the aggressive side that runs into issues with ad network compliance.
Notes: The ad will curate the person who has interest and create a low level of intent,
then the advertorial will create a higher level of intent and prime them for the VSL, then
when they land on the VSL, let the VSL do it's job and close them.
The end.
Ask any questions you may have in the comments.
Engineering MLTV (Maximum Lifetime Value) and why
it's the most powerful weapon in your scaling arsenal
(27.4.21.)

I haven't met anyone talk bout this other than Jay Deiboldt who got it from the legend
himself Dan Kennedy (after paying him $100k for a consult), so here's the big idea.
I've used this idea to take offers from $0 to 7-figures fast, really fast and once you get it,
you'll instantly see how it fits into your business as well.
Let's begin...
...Most marketers focus on AOV (average order value) and LTV (lifetime value), but
rarely, if ever, think about...what allows for AOV and LTV to go up and how to
strategically increase them. They don't ever think about what is the limiting factor or the
glass ceiling their LTV will hit.
The game is all about who can pay more to acquire a customer, nothing more, nothing
less.
Once you can double or triple the lifetime value, you can do things that most people in
your market can't...
...Which is acquire customers at a cost of 5-10x higher and STILL be profitable.
In a market where everyone pays $100 to acquire a customer, if someone with better
economics comes in and is able to pay $500, they get all the customers and own the
market.
Because they can out advertise everyone, they can be on every ad, on every corner of
the internet, from FB, YT, to Google, to Native, to Email drops...they can buy it because
they've displaced everyone else ability to buy. (Dan Kennedy calls this out of place
advertising).
So what the strategy of MLTV is all about is being able to increase your LTV way past
anyone else in your market and thus in turn be able to acquire more customers than
anyone else in your market.
So AOV's feeds LTV and LTV feeds MLTV. Keep this in mind.
So what's the limiting factor of LTV? The maximum someone can spend with you.

One of the first things I do when working with people is take everything they go to sell,
from the start to the finish and add it up, and usually it rarely if ever exceeds
$15,000-30,000.

This means, if someones total of everything they sell is $30,000, your MLTV is going to
be $30,000, that is the MAXIMUM lifetime value you can achieve if everyone in your
pipeline buys everything you sell.
Now that marketing and sales works in probabilities, that means as a rule of thumb from
my experience if you dial everything in...
 ● The copy
● The positioning
● The follow up
● Retargeting ads
● Add everything else possible you can do

You can get 1/3 of your MLTV within a timespan of 12-36 months (depending on what
the MLTV you set is)..
...So on that $30,000, you're looking at a LTV of $10,000 IF they do everything right. If
they're Ok you're looking at 1/4 and and so on.
...So if your MLTV is $1 million, then that will take you 36+ months to realize and the
higher it is, the more ammo you have to throw at it to realize it.
Back on track now...here's what you do:
1. You take everything you got to sell, if someone was to come to you today and buy
EVERYTHING you've got to sell, it should add up to $100,000 AT LEAST. If it's
not $100,000 then you figure out what to offer to make it come out to $100,000.
2. You plot a timeline, 12, 24, 36 month timeline and you put weeks / months of
what you're going to promote to them based on the above.
3. You engineer sequences, email, sms, FB groups, lives, webinars, whatever and
you automate them
4. When someone comes into your pipeline on the front, they go through the
sequences and are exposed to everything on that MLTV timeline and end up
buying.
5. The goal of the above is to figure out how to COMPRESS time from that entry
point to that $100k+ totality MLTV point.
6. Note: The $100k doesn't have to be YOUR stuff they buy, it can be affiliate
products you pitch, etc...
It's simple, but effective and overlooked by just about everyone.
I'll repeat...if you don't have $100,000 worth of STUFF that someone can buy from you,
there is no amount of desire, want, need etc that will get them to buy, becuase you're not
offering git.
I had one of my clients implement this, basically I said, let's do a map out...$100k total,
DONE...the 1st step was a $25,000 program. Took me a bit of "motivating" to get him on
board. He did it, and a week later he sold a $25,000 program.

We did this with our $5 book offer and have people buying $50,000 programs on the
back end...off of a $5 book.

LMK in the comments what you think and if you need help implementing the MLTV
model in your business. engineering.
Post Edit:
Jay Deiboldt:
Kennedy also said that implementing an “express lane” for people who don’t need to go
through the standard ascension path and are ready to invest big in their biz right away.
There should always be an off-ramp to the “express lane” in your sales process.
For Advantage (the co that acquired GKIC), its the “we’ll write a book for you under the
Forbes Publishing family”. It’s like $50k I think.
Self Sorting Upsells: How to get an instant 15-25% AOV
boost by using Self Sorting Upsells (26.4.21.)
I consider the upsell path to be the most important contributing factor (next to the front
end copy) when it comes to scaling an offer on cold traffic...

...Because it has the highest price elasticity in your sales process (since the customer is
in a massive buying state) - which allows it to become the highest AOV contribution to
your funnel...

...Meaning if your front end offer is priced at $50 and your upsell 1 is $200 with a
conversion rate of 25% then you now have an additional $50 added to the AOV.

...Easily doubling the value the front end brings.

Now, let's talk about how to kick this up and make it even better.

Just about everyone in the industry uses a "funnelcentric" model, meaning...you put
people at the top and you filter them down the funnel...100 buy the front end, 25 buy
upsell one, 15 buy upsell two and so on...until the end of the funnel.

Nothing wrong with that...it works and gets the job done...

...Except for the fact that it's based on a filtering model that's based in exclusion.

It filters out A LOT of people out of the funnel - solely based on price.

So the typical upsell path goes something like this:

Front end offer: $50

Upsell 1: $200

Upsell 1 Downsell: 2 payments of $100

Upsell 2: $150

Upsell 2 Downsell: 2 payments of $75

You get the idea...

...Now here's the problem...remember I just said that the funnelcentric model is based on
filtering and exclusion?

For every single person who buys upsell 1 at $200...you got a whole lot of people who
would have gladly bought it at $50, $100, $150, $250, $300, and even $500...

...But because of the funnelcentric model of filtering and exclusion that money is not
captured, leaving a whole lot of waste in the process.

So what do you do?

You crack open a beer, take a sip and go "holy shit" to what I'm about to show you...

...What we do is use self sorting upsells and they work like this:

Front end: $50

Upsell 1 option A: $50 / month

Upsell 1 option B: $150 for X

Upsell 1 option c: $197 for a lifetime

NOW...you just gave the person a chance who wants to pay $197 to pay $197...

...the guy or girl who'd go for the $50 / month is gonna take that and the person in the
middle who was comfortable with $150 will pay that.

They are SELF SORTING and you're using INCLUSION.

This is normally done in the supplement space with the 1,3, 6 bottle plan...

...But NEVER EVER done in the information marketing space - until now.

Here's how I'm doing it in one of my book funnels:

Front end: $5

Upsell 1 option A: $49 one site license

Upsell 1 option B: $97 three site license

Upsell 1 option C: $197 unlimited site license

And so on...you get the idea.

I shared this with Jay Deiboldt about 2-3 months ago and they used it on their funnel and
it's been of the secret weapons they've used to scale and hold scale at 1,000+ sales a
day on YouTube.

They tested the 3 options of self sorting upsells and it boosted the AOV then they went
to 2 options for self sorting upsells and that won, here is their data:

3 Options added $13 extra to the AOV

2 Options added $19 extra on AOV

Their model is:

Upsell 1 Option A: $49 / month

Upsell 1 Option B: $149 / lifetime access

End result: $61,000 in recurring a month from the $49 a month

75% take the $149

25% 49 a month option

Previous funnelcentric inclusion based upsell was:

$97 X 2 = control -

The outcome:

It converts the exactly the same but way more money...instead of 75% of ppl getting the
$97 2 pay, you get $147 in two pay..

$97 x 2 = total collected $135 after 30 days (remaining later)

same exact conversion rate of the upsell

75% of the people are paying $149 day 0

25% buy the $47 a month plan

Anything after that 1st rebill = pure profit

Every single person I shared this with has boosted their AOV significantly.

Let me know if you have any questions on how to implement self sorting upsells in your
funnel and I'll gladly answer them in the comments.

Oh and one more thing...this 100% applies to the back end as well...ALLOW people to
self sort based on price.

Post Edit: Jay Deiboldt just shared with us what the self sort upsells look like in his path.
Easiest ways to increase conversions on an offer (aka
beat the control) thread (without rewriting the entire
offer) (26.4.21.)
I was speaking with a few guys here who have controls running at various publishing
houses traffic & funnels, Agora, Stansbury, etc...
...I gave them a few tips on how they could easily beat the controls.
...So I figured why not compile it and see where this takes us.

Plz add yours in the comments.

Here's are 14 quick and easy ways to beat the control that come to mind:
1. Change the background of your page. Black can beat white, white can beat black.
100% one color will beat the other, try it.
2. Add emotional audio to your VSL. Goto AudioJungle.com and type in "Cinematic" and
you'll see what I mean
3. Add a triple stack close. Standard "lets go", then "Emotional" and then "Logical"
4. Add current events from the news on the intro...Biden winning? stick news clips of
Biden, if your market watches the Kardashians, stick news clips of them on the intro
5. Make sure the ads are derived from the VSL copy. The Ads serve the VSL, the VSL
does NOT serve the ads.
6. Add a countdown timer at the end (see other thread here)
7. Speed up the voice without changing the pitch (see other thread here)
8. Add a qualifier button under the VSL "If you agree to these 3 things then you can buy"
9. Front load the testimonials up front in the VSL
10. Add self sorting upsells
11. Add a pre-check bump
12. Add a last minute bump slider in like Amazon does (Gonna make a separate post
about this)
13. Make your money back guarantee 1 year

More will be added in the comments when they come to mind.

Add yours in the comments below.
A New Tactical Bag of Tricks Part 1/8: Cool new shit I’m
doing now — a.k.a. next level AOV optimizations (13.6.21.)

Alright guys, instead of doing a massive post which I originally planned for this — I
decided to do an 8 part series, where each day I'm going to drop some next level AOV
optimizations that I'm doing now for offers.

These posts will be short, to the point and potent...and are some of the newest cool shit
I’m doing now when it comes to running, optimizing and scaling offers…

...That you ain’t seen anywhere else .

First one...

Background color changes based on the time of day:

Every-time I ran an offer, a pure black background beat the shit out of white
background...
...But did it?
Now...we have a javascript on the page that changes the background color and pulls a
diff VSL with a darker background when sunset goes down, based on GEO ips.
This is based on observing my own usage of browsing the internet and using phones on
a daily basis.
I have the “auto switcher” on my phone and mac, and notice it’s a lot easier for me to
consume content based on the environment I’m consuming content in.
Daylight is bright so brighter colors make it easier to consume content.
Nighttime is dark so bright colors feel like stabbing your eye from the brightness, so
changing it to “dark mode” is easier on the eye.
Same principle applies to your VSLs, offers, or anything in between — including upsells.
This also works very well on sales pages etc, but do pay careful attention to the
demographic of your customers...older folks tend to have a hard time reading on black
backgrounds with white text — where younger folks do.
Tomorrow...a new way of "locking in the viewer to watch" the rest of the VSL and
increasing the click through to the CTA.
Let me know if you have any questions in the comment box below.
Alen Sultanic
p.s. I’m going to be sharing a lot more of this in depth on video etc in the NHB
Newsletter you can sign up for free (see my comment below)
A New Tactical Bag of Tricks Part 2/8: Cool new shit I’m
doing now a.k.a. next level AOV optimizations (1.7.21.)
Good morning NHB fam

Here’s another NHB Exclusive AOV boosting banger for yall...

So...I left you guys with a cliffhanger yesterday “a new way of "locking in the viewer to
watch" the rest of the VSL and increasing the click through to the CTA”.
Here’s why this is important:
Whenever you run a VSL or a webinar, the drop off rate is massive, you get 100% of the
people watching it at the start, and then 3 minutes in 50% left, and so on and so forth…
...Very few make it to the end where the CTA pops up, and that’s the ones that buy.
Now, if you can increase the amount of people that get to the CTA (without touching you
copy) then you will increase your conversion rates significantly.
So how do you do that?

You use Pre-pop VSL Events

Everyone knows that a delayed button pop on a VSL will increase conversions...
...but the problem is that the delay in itself causes a lot of people to leave, because
they’re not “locked in”, so say your VSL is 45 mins and your CTA button pops up at
minute 30.
The problem is that at about minute 20-30 a lot of people leave.
If you study your drop off charts on Wistia or whatever video player you use — you’ll
notice this phenomenon happening.
So the solution is to pop a PRE-POP BUTTON that says “Download Available In 3
minutes” and then AFTER that pop the CTA button.
Here’s the structure:
VSL (no button) -> VSL (pre-pop button) -> VSL (CTA button)
There are many variations of this…
...You can do it either with scarcity or being in queue, etc…
...Which one you use, entirely depends on what your offer is.
An example is for an information product would be…
“Access to your course will be unlocked in 3:48:28” (This is a timer of course ticking
down.)

“Download will be unlocked in 3:48:28” (This is a timer of course ticking down.)

An example for physical products would be…
“Due To High Demand & Limited Supply, We Are Allowing Only One Customer At A Time
To Order — Your Position: 17 Out of 85 Waiting To Order — If You Leave — You Will
Lose Your Position”.
Once they hit the checkout page, we have a secondary timer that “holds their order”.
This will build massive anticipation for what’s about to come and it also “locks them in”
5-10 minutes before the CTA pop, which many leave.
And what's really f'n cool about all this...is that pre-pop builds anxiety and acts as an
intent amplifier which causes an AOV lift to everything else behind it.

In case you missed part 1, here it is:

"Background color changes based on the time of day"

=> https://bit.ly/2ToJejV

Tomorrow...a way to create a time distortion field so that when a viewer watches your
VSL or reads your copy...it feels much much shorter than it really is — without you
having to touch the copy (this one is a real mind fuck)...

Let me know if you have any questions in the comment box below.
Alen Sultanic
p.s. I’m going to be sharing a lot more of this in depth on video etc in the NHB
Newsletter you can sign up for free (see my comment below)

p.p.s. Don't forget to use this on your upsells as well

A New Tactical Bag of Tricks Part 3/8: Cool new shit I’m
doing now a.k.a. next level AOV optimizations (2.7.21.)
Mornin!...
...Sleep well?
Here's another brand spanking new AOV booster for ya...that's a LITTLE BIT darklordish
— so use at your own discretion
Yesterday I left you with a bit of a teaser that said how I’d show you “a way to create a
time distortion field so that when a viewer watches your VSL or reads your copy...it feels
much much shorter than it really is — without you having to touch the copy (this one is a
real mind fuck)...”

Been using this trick for years and it’s a real mind fuck as you’ll see why in just a second.
So...here it is…
...Careful, not to spill your coffee as you read this.
Muhahahaha (that’s my evil laugh btw)...
Slow Fast Timers
First, let's unpack a bit about timers themselves, then we’ll talk about what slow fast
timers are.
When you use timers on your pages - webinars, VSLs, registration, optin, checkout
page, etc…
...They always boost conversions.
The reason they boost conversions is because they create a sense of urgency.
Now...when you create a sense of urgency, what you’re really doing (from a
psychological point of view) is you’re creating a sense of anxiety.
More anxiety -> more urgency -> MOAR conversions

Are you with me so far? Good

Now, if you can turn up the anxiety component, you turn up the urgency and the
conversion component as well…
…(Darklord secret: see that little 3 step, that’s a psychological funnel — and I”m VERY
creating at building them and if you alter the precursory steps, the other steps amplify).
Anyway, the ONLY way to amp up urgency is to have a SHORTER timer.
...But that doesn’t look good, like a 1 minute timer just is like damn, that’s just one
minute…
...A little too short right?
So, what you do is get a developer (any developer) can do this…
...And you ALTER THE RATE OF SPEED OF THE TIMER (VERY easy to do with a bit
of Javascript code btw)
Now, what this does is...say you have a 5 minute timer, but you make it tick 30%
FASTER, what you REALLY have is a 3.5 minute timer…
...Or if you have a 3 minute timer and you make it tick 30% SLOWER, now you have a 4
minute timer.
The human body has a built in circadian rhythm that tracks time.
You know how you can just wake up when you tell yourself you have to wake up at that
time? That’s how it works.
When this rhythm is out of alignment the human body creates anxiety.
Slow Fast timers cause this to get out of balance and thus that’s why they work.
So...where do you use them?
From yesterdays post on pre-pop events…
...If you do a TIMER on a pre-pop, you put a SLOWER ticking timer…
...So you say “You’re going to get access in 5 minutes”, and the timer ticks slow, really
it’s 8 minutes, so now you got them to watch 8 MORE minutes of your VSL…
...Than they goto the checkout page, and they have “5 minutes to buy” because of the
timer, but it’s really 3 minutes...
...Are you starting to get it now? Good! Now, you have an ability to distort time itself on
your offers…
...And one of the most powerful tricks that NO ONE ever will figure out — unless you
specifically told them you’re doing it.
Tomorrow, I’m going to show you how to completely increase the engagement of any
VSL or Webinar.
For those of you reading this for the first time…
Part 1: “Background color changes based on the time of day:”
Read here: https://bit.ly/2ToJejV
Part 2: “You use Pre-pop VSL Events”
Read here: https://bit.ly/3yaaUYw

- Alen Sultanic
p.s. If you like this post drop some love in the comment box below.
A New Tactical Bag of Tricks Part 4/8: Cool new shit I’m
doing now a.k.a. next level AOV optimizations (3.7.21.)
Hey there NHB Fam, hope you’re having a kick ass Saturday…
...As promised, part 4 is here…
...And once again, this one is a dark lordish, so as always use at your own discretion.
Alright, let's not waste words and get into it…
...So, when you have an upsell path…
...Forced upsells always produce the highest AOV.
...The higher the price of the product in the upsell path, the more powerful the delayed
button becomes.
For those of you that don’t know, basically you have a VSL and then at some point in
time the CTA pops up underneath the VSL giving them a chance to buy.
NOW…
...You can’t do this with a long form offer, because there is nothing to pop.
*cough*...let me rephase that, before this post you couldn't, but now you can.
Here’s the thing…
When you pop a button or they get to the bottom of that long form VSL, they are asked
to make one of two choices.

● Choice A - upgrade order

● Choice B - decline order and continue

The problem is that these two choices appear at the SAME TIME.
This is a mistake, because they carry equal weight and ability to proceed forward.
So what you do is…
Delay or gray out the “no thanks” button on upsells further than the UPGRADE buttons. -
Delay the decline buttons / links.
You follow me...
This gives the end user a bit more time to decide, all you have to do is put a timer or a
link underneath the button that says something along the lines of…
…Use at your own risk tho, because while it will increase the upsell take rates, NOT
having the skip the upgrade link appear at SAME time as the buy link MIGHT cause
some customers to flip shit on you, but it will increase the take rate.
As with anything, test it and see how it works for you.
If you are going to do it — the key is to have placeholder text that switches out under the
button, “your ability to access the members area will be unlocked in 35 seconds” (with
the seconds in red counting down)...
...Don’t be an asshole that just straight up delays the decline text lol.
...You get the idea.
...What’s really cool is that you can do this on a long form sales letter as well, but if you
do — here’s the trick…
...Start the delay timer when they scroll to the point and SEE it.
...That’s the key here — do this when the eye meets the upgrade button, so it’s instantly
absorbed and understood.
...Btw, todays email was supposed to be tomorrows email but I got the two mixed up, so
tomorrow I’m going to share with you how to instantly increase the engagement and
watch thru rate of any VSL or Webinar.
For those of you reading this series for the first time…
Part 1: “Background color changes based on the time of day:”
Read here:
https://www.facebook.com/groups/nothingheldback/posts/658604345539927/
Part 2: “You use Pre-pop VSL Events”
Read here:
https://www.facebook.com/groups/nothingheldback/posts/659205162146512/
Part 3: “Slow Fast Timers”
Read here:
https://www.facebook.com/groups/nothingheldback/posts/659954098738285/
Well...that’s that…
...I’m going to go write some banging YouTube ads.
Enjoy your Saturday,
Alen Sultanic

p.s. Holler at the comment box if you have any questions, comments or need help on
how to implement this.
A New Tactical Bag of Tricks Part 5/8: Cool new shit I’m
doing now a.k.a. next level AOV optimizations (4.7.21.)

Happy 4th of July my fellow ‘Muricans!

Here’s part 5 in this series, which is all about...

Dynamic headlines on the VSL or Webinar…

...The hardest thing about making the VSL convert is making someone watch the VSL all
the way through, so having headlines dynamically change based on where they are in
the VSL to anchor the VSL is a strong mechanism to increase the watch through rate.

So if your VSL has say 5 stages — opening, lead, story, discovery, close, etc…

...Each of those stages should have it’s own headline so that they’re engaged and keep
engagement going.

First you have the opening headline and as they continue watching, the headlines
change based on how far they got into the process…

...Now here’s the real cool part — for those of you who run long form sales letters, this
will allow you to stack TWO headlines in one.

Since they will dynamically change.

The purpose of the headline is to capture the attention of the visitor and get them to read
the rest of the page — this little move will allow you to pack twice the power in that.

Tomorrow — I'll show you how to push them through the entire sales process.

Enjoy your Sunday,

Alen Sultanic

p.s.

For those of you reading this series for the first time…

Part 1: “Background color changes based on the time of day:”

https://bit.ly/2ToJejV

Part 2: “You use Pre-pop VSL Events”

https://bit.ly/3yaaUYw

Part 3: “Slow Fast Timers”

https://bit.ly/3hegIe2 Part 4: Delayed Declines

A New Tactical Bag of Tricks Part 6/8: Cool new shit I’m
doing now a.k.a. next level AOV optimizations (5.7.21.)
Hope you had an amazing weekend…
...Monday is here and so is this amazing coffee that's about to kick my soul into gear…
...Here’s part 6 of the next level AOV optimizations...
...Soooo...you know those little red alert boxes you see on offers? The ones that have a
red strip up top?
Well...they’re super distracting that takeaway focus from the sales process consumption
and they shouldn’t be there at all time…
...Instead, they should appear when the timing is just right, but this time it has nothing to
do with timers (although it COULD if you really wanted it to)…
...So let's talk about...
Dynamic alert boxes based on where they are in the sales process in the funnel…
...So you know those little strips up top that say something like “Warning, this product is
in limited supply, etc…”.
Well, if you study your HotJar analytics, you’ll see various “hot spots” on your page.
These hot spots are where the end user moves the mouse — and believe it or not, if you
study enough of those records (I’ve studies thousands) — one thing you’ll notice is that
people read with their mouse or tap in areas they read at…
...That area will be red on the heatmap, but also you’ll literally see the amount of clicks
taking place there.
Why is this important? Because that’s how people read and also it tells you what’s
important to them.
And that’s where dynamic alert boxes come in — once you identify the click/tap zone…
...It’s usually around the guarantee box and proof shots btw.
...You make a dynamic alert box slide in or appear to accentuate the message they’re
reading.
So imagine you have a checkout page or a long form sales letter — and someone is
reading and they get to the guarantee box, and they stop there and tap / click — well
that’s a good time to have the dynamic alert box appear to reassure them that it’s only a
damn good guarantee, that it’s the greatest guarantee ever…
...Or maybe you take it up a notch and offer them a nice 10-20% extra discount if they
move fast.
Get it?
They’re looking at the guarantee and then boom a discount appears when they’re in that
mind state they’re more likely to move fwd…
...You can combine timers with this etc…
...And on the desktop you can combine mouse over events (not just click events) that let
you do that based on the mouse being over an area.
So setup HotJar or something like that and then look at your heat maps and click rates
and you’ll instantly know what I’m talking about.
For those of you reading this series for the first time…
Part 1: “Background color changes based on the time of day:”
https://bit.ly/2ToJejV
Part 2: “You use Pre-pop VSL Events”
https://bit.ly/3yaaUYw
Part 3: “Slow Fast Timers”
https://bit.ly/3hegIe2
Part 4: Delayed Declines
https://bit.ly/3dHMyxA
Part 5: Dynamic headlines
https://bit.ly/3ymB76d
Talk soon NHB fam,
Alen Sultanic
p.s. If you’re loving this series — drop something in the comment box to appease the FB
Algorithm gods so others in the group will see this series.
A New Tactical Bag of Tricks Part 7/8: Cool new shit I’m
doing now a.k.a. next level AOV optimizations (6.7.21.)

Part 7 of 8 is here…
...And this one is yet another dark lordish tactic, so use at your own discretion.
There are two parts to this one…
...One requires a clean dev build which is sick, the other one is a DIY dirty version, both
are equally awesome.
So...this one is all about self destructing coupons.
When you have someone come to the checkout page, the conversion ratio is roughly
30-60%...
...Which means you have 30-70% of people what I call “fence sitters”.
They’ve gone through the entire sales process…
...They’ve read everything, watched the VSL and there they are on the checkout page
and they’re looking at the checkout page…
...Thinking “Damn do I REALLY want this?”...
...They’re like birds sitting on the fence, looking down at your checkout page with a smug
look debating whether to give you money.
The key is to figure out how to push these guys over the fence.
There are a number of tactics to push over the fence sitters, but one of the most
powerful one is a self destructing coupon.
The way it works is…
...You have a coupon that automatically becomes active based on an event, and it has a
timer attached to it…
...They are told that this coupon will expire in [timer].
You have three ways to implement this…
...The 1st way is to create an exit pop, when they try to leave, a pop up takes place with
a self destructing coupon with a certain % off — once they enter the coupon another
timer should appear saying when that coupon expires — this part is critical.
Hence, the name self destructing coupons...once the timer is up, the coupon is gone and
so is the discount.
The other cool way to implement this is what we’re developing which is a chat…
...Where the agent can remotely inject a coupon on the page via chat.
So imagine you come to the checkout page, chat pops up….and if you don’t buy within
say 2 minutes, agent pops up with a question “Can’t decide?”...
...Let me help you, I’ve just remotely activated a 30% coupon on the checkout page.
The price changes and a timer pops in giving them a set amount of time they can use to
complete the purchase.
I recommend going with route #1 and the dirty way to do it would be when they click on
the coupon link in the exit pop to take them to a checkout page that’s already built with a
timer on it…
...If your ethics are screaming at you — have the page auto redirect back to the OLD
page when the timer expires to keep integrity in check.
You get the idea...the idea is to create a self destructing coupon in the sales process that
causes the fence sitters to hop over the fence into the upsell path.
Enjoy your day,
Alen Sultanic
p.s. Previous parts are here:
Part 1: “Background color changes based on the time of day:”
https://bit.ly/2ToJejV
Part 2: “You use Pre-pop VSL Events”
https://bit.ly/3yaaUYw
Part 3: “Slow Fast Timers”
https://bit.ly/3hegIe2
Part 4: Delayed Declines
https://bit.ly/3dHMyxA
Part 5: Dynamic headlines
https://bit.ly/3ymB76d
Part 6: Event based alert boxes
https://bit.ly/2Um17zW

p.p.s. Tomorrow is the last one in this series, and then I’m going to switch gears and
focus on other things to talk about such as the money ball strategy when it comes to
making offers…
...Being in control of the sales process...and other higher level strategies.
A New Tactical Bag of Tricks Part 8/8: Cool new shit I’m
doing now a.k.a. next level AOV optimizations (7.7.21.)

Alright guys, part 8 of 8 is here…

...We’re finally done with this series, and I didn’t realize that it would feel this long, but I
guess 8 days is a while to continually drop posts.
Ok, so this time...we’re going back into the upsell path.
When the customer is in the upsell path, you’ll usually notice that upsell #1 carries the
load of the AOV, and as you progress through the path, you will also notice that the AOV
contributions get lower and lower.
The problem arises when the customer hits that “no thanks” link and realizes that there
is a discount to be had after the fact.
This puts the customer in a “discount state of mind” and the rest of the upsell path
basically becomes a dead zone of discounts.
So what do you do?
You can let them slide into the upsell 1 downsell, but after that…
...Whenever they click on the “no thanks” link thereon after — you should have a
“reconsideration pop up”.
A reconsideration pop up is a pop that says something like “This is the final and only
price you’ll get, no more discounts blah blah” — use some variation of the language
here.
What I found this does is stops the “discount state of mind” and brings them back into
alignment.
So two things happen — they will close the pop up and buy upsell 2, which puts them
back into the higher value track or if they continue, they’ll goto upsell 3 and once again
know that there are no more discounts to be had.
The upsell 1 discount link is what actually fucks up the upsell 2 and 3 AOV contributions
as a whole.
There you have it...8 out of 8...there are a ton more, but then this series would just drag
on forever...
Hope this series was of use to you guys and LMK how you liked it.
Alen Sultanic
p.s. Previous parts are here:
Part 1: “Background color changes based on the time of day:”
https://bit.ly/2ToJejV
Part 2: “You use Pre-pop VSL Events”
https://bit.ly/3yaaUYw
Part 3: “Slow Fast Timers”
https://bit.ly/3hegIe2
Part 4: Delayed Declines
https://bit.ly/3dHMyxA
Part 5: Dynamic headlines
https://bit.ly/3ymB76d
Part 6: Event based alert boxes
https://bit.ly/2Um17zW
Part 7: self destructing coupons
https://bit.ly/3xnvogv
Playing Marketing Moneyball For Fun And Profits In
2021: The Core Competitive Strategy Top Players Are
Using To Win (17.7.21.)
Alright, this one has been on the books for a while, and I haven’t gotten around to writing
it until now (had a real busy week)...

...This is kind of a part 1 of the post I really wanted to post — the other one is about fear
entering the market (which I'll get to over the weekend).
So, in the movie Money Ball, Beane (Brad Pitt) and assistant general manager (Peter
Brand) (Jonah Hill) Faced with the franchise's limited budget for players, build a team of
undervalued talent by taking a sophisticated sabermetric approach to scouting and
analyzing players.
^ Copied that little blurb from Wikipedia.
Anyhow, in the movie “Moneyball” you essentially have two teams…
The Yankees who are top of the game, dominate the league, have a massive budget, all
star roster, bottomless budget to buy whoever, whatever they want and thus allowing
them to win with brute force tactics.
Then you have the Oakland A’s — who happen to be the worst team in the league,
because they don’t have the resources, money, budget, players or anything to win.
Beanie (Brad Pitt) is tasked with turning the team around — which seems like an
impossible task — until they figure out how to play Moneyball and bet everything on it -
which allows them to start winning…
...Winning by doing it completely opposite of how the entire league is doing it — instead
of focusing on home runs, they focus on what they can do...get to 1st base, get to 2nd
base, and so forth...winning inch by inch.
Great movie, you should see it.
So what’s this have to do with marketing? Everything.
Because when it comes to creating and running offers — you have one of two strategies
that are most often used.
The strategy of one offer dominance — which is basically creating one offer that’s a
home run, that you just push and push and get as much as you can out of it.
This works — if you want to get a certain level of market dominance (and yes, before
someone comes in and says something, there are exceptions to the rule, resurge,
whatever — but that’s a discussion for another time as well and the reasons why it
worked — which isn’t what you think).
So lets say with this strategy, you’re looking at doing $10m with that one offer (can be
whatever number you want)...
Anyway, the other strategy is to play Marketing Moneyball — which is to create 10 offers
that instead of making that $10m, you aim for each to make $1m in sales — that total out
to $10m.
Now here’s where it gets interesting.
I played both sides…the standard market dominance model and the moneyball model,
and whenever I played the moneyball model, I made way more money.
Here’s why:
When you have 10 offers that you focus on doing $1m each - 5 of them will do $1m
each, 3 will do like $500k a pop, and then you’ll have 2 that hit $5m each - making you
$20m total.
You increase the probability of success of each offer — and 1 or 2 out of the 10 will be
home runs, so you increase your chances of winning overall.
This was the same strategy used by the UK guys back in 2010 on ClickBank, we each
would do 1 to 2 launches a year, make 2-3m a launch and chill…
...Then the Manchester boys came in — and started pumping out 1 launch a month
(Marekting Moneyball) and they broke the model (which I’ll get into just a sec).
Now, if you look carefully at the biggest players in our industry, what do they all have in
common? They all play marketing moneyball.
Here’s a list:

● Agora (self explanatory)

● Stansbury Research (self explanatory)
● Golden Hippo (17 brands + ton of offers)
● Lions Media (all the top offers on ClickBank)
● Traffic and Funnels (countless offers)
● ClickFunnels (10 funnels at 50k a day each)
● Lurn and Anik (Ton of offers)
● Performance Golf Zone (Ton of offers)

All doing $30m+ a year, but name one company doing $30m+ a year with the market
dominance offer model? You can't, because they don't exist.

These guys put out offer and after offer after offer.
Someone once told me that an average Agora offer does $1m, but they put out so many
that it totals out to about $2 billion in sales.
What the money ball strategy allows you to do is cover various sub segments of the
market, increase the probability of success, cross promote your internal offers (so when
you launch you have a built in distribution network) — and plus you feed the need for
novelty that your customers crave.

Plus it causes you to absorb MORE sales in the market that you can use to cross
promote your own offers in the back. 10 offers promoting 10 offers internally is 100
different promos going daily, think about that for second.
What’s more...
We’re entering market sophistication levels in most markets with margin where the top
players have figured out deep economics.
Once the deep economics have been figured out, you have an ecosystem that can
support X amount of players using a singular model of doing business…
...Once that model exceeds the capacity to sustain any more players — the player who
pushes the moneyball strategy to the max will break the model and walk away with a
bag of cash.
Back in 2010 – Jesse Wilms (the origional dark lord) did exactly this, he was running
Wu-Yi Tea, doing 285,000 units a month (I know, because we used the same warehouse
for our supplement offers), and then others came in...
…So he had a choice, fight everyone head on offer for offer...
…OR launch a ton of offers into the market - absorbing all of the customers and clicks in
the market place - and that’s exactly what he did...
…In the process breaking the model and wealking away with the bag of cash (and in his
case a big fat FTC lawsuit) but whatever, he’s crushing it now).
Every single player in this game I personally talk to on a regular basis that’s playing
marketing moneyball is doing 10x better than those who are not.
Those who are not - can’t keep up or don’t want to keep up.
Look at the companies, look at the numbers, and look at what they’re doing.
This is our core strategy we're employing now and putting out 1 new supplement offer
per month and than I'm also putting out 1 other offer every 45 days in other niches.
Now that you’re aware of it - you know what to do too.
Have a great weekend my friends,
Alen Sultanic
3 Levels of Customers and Controlling Runaway
Demographics (22.7.21.)

I’ve been using this customer/client hierarchy model for about 3 years now and it’s been
instrumental in growing and scaling various offers while at the same time removing the
headaches of dealing from shitty customers.
It was also one of the strategies I’ve used behind building Nothing Held Back and really
fine tuning everything here — and you’ll understand why and how in just a second.
One of the things I’ve realized is that when you run an offer — you end up having what I
call “runaway demographics”...
…This simply means that when you put an offer out there — and don’t have clear intent
who it is that you’re trying to attract into your business, then you get whoever the easiest
conversions are at the time, and this is largely decided by the algorithms.
And then based on the conversion date — you get more and more of the same and then
one day you’ll wake up and be like “Damn, this isn't’ exactly what I imagined it to be.
You can see this happening all over with a lot of gurus and whatnot…
…Trust me, they didn’t set out to get a bunch of low quality customers/clients into their
business and serve them, yet they do and they operate like that thinking “well that’s just
the way it is”, it’s not.
So if you set out to build a business that looks and feels one way, then a year or two
alter you get a business that looks and feels another way — this is why.
This also happens to email lists, Facebook groups, events, everything...
…When we started the 2 Hour Agency offer, I noticed this taking place 6 months into the
offer...
…And realized that “What you get on the front, is what you get on the back” and “who
you attract today, is who you attract later”.
Which taught me a very important lesson, and that’s one of being fully intentional about
what the business is, and what I want it to look and feel like aside from primarily focusing
on conversions and money coming in.
So if you attract a shitty customer on the front end, you get that shitty customer on the
back end...
…And if you attract a shitty customer today, you get a shitty customer later.
The opposite is true as well…
So with that in mind…here’s a model I use called “3 levels of customers”, which each
trait broken down in detail and how you can recognize them and then I’ll outline strategic
use of each one of them.
Note: before you go into the list, this is a generalization of 3 levels and I’ve shared this
before but it was a sanitized version of the model due to “not wanting to offend anyone”,
but since this is Nothing Held Back, here’s the raw uncut version:
Level 1 Customers (70% of your consumers)

● Very demanding of your time and can't succeed without massive time input from
you
● It’s not part of their identity, it’s just something they’re trying out
● Not much money money,
● Low income
● Difficult to work with
● Don’t take action
● Complain
● Will not spread the word
● Very little revenue long term
● Zero asset value to the business
● Seek magic bullets and instant gratification
● Will only spend $50-$100
● Usually non repeat buyers
● Lots of customer service and hand-holding
● Deflection of responsibility
● 10-40% refund rates
● A lot of competition for these customers
● Level 1 customers rarely become level 2 customers
● They don’t understand the problem they have and need you to help them
articulate it
● System exploiters - just show me the TRICK to get the outcome.
● Usually one time buyers
● Will sign up for continuity but refund, chargeback and wont last more than 2
months on average

Next up are level 2 customers. Which will come out to be roughly 20% of your
customers.
Level 2 customers will buy your front end product, and your upsells.
They will join your community, participate and buy your high-ticket programs but usually
on payments.
Here’s a brief list of traits of level 2 customers:
Level 2 Customers (20% of consumers)

● Not fully committed

● Hobbyist consumer
● Dabbling with the idea
● Don’t have both feet in
● Not after magic bullets
 ● Not 100% committed to transformation
● Possibility -> attainability
● 50% deflection of responsibility
● Will only spend $100-$1,000
● Limited repeat buyers
● 3-15% refund rates
● Less, but more sophisticated competition than level 1
● Level 2 customers can become level 3 customers if walked through the right
process
● They somewhat understand the problem they have but aren’t convinced they
need a solution for it
● Multi buyers - they'll buy more than once when pushed via marketing

So now that you’re aware of level 1 and level 2 customers, let’s talk about level 3
customers.
Level 3 customers will be your high-ticket buyers.
They will buy your front end product, all upsells and your high-ticket program.
Here are a few traits of level 3 customers:
Level 3 Customers (10% of consumers)

● 100% Committed
● Full mastery
● Dedicated to transformation
● 1-3% refund rates
● Will spend $1,000-$100,000
● They become not only evangelists, the become experts. People that lead their
own local tribes, almost accidentally.
● Repeat buyers
● Very little customer service and hand-holding
● Unlimited buying power dedicated to their transformation
● Willing to perfect at the basics, intermediate and then the advanced
● Very little competition for these customers
● They are itching to spend money (but with the right person)
● Trust
● Authority
● Certainty
● Authenticity
● They just need to hear someone articulate their main pain point. The one thing
holding them back from a breakthrough. And then believe they have the answer
● And the positioning and potent insights we put out will take care of the belief part
● They know the problem they have and just need a solution to fix it and are willing
to pay for it
● Value builders
Now here’s where it gets interesting — a lot of people (after reading this) will be thinking
“well, shit…I just want level 2 and 3 in my business” — you can’t have ‘em, you have to
have level 1 in order to subside the economics of acquisition on the levels 2 and 3...
…So the strategic move is to create the front ends to be all inclusive of all 3 levels, while
the back end bridge and continues marketing is aimed at level 3.
What’s really interesting about all of this is you’ll see many businesses start off good and
overtime just slowly deteriorate to shit. You’ll see their brand and business identity just
change and you’re thinking “wow they’re REALLY fucking that up”…they’re not, they’re
just catering to runaway demographics and levels 1s are overpowering everything else
and they lose themselves in who they really are in terms of serving level 2s and 3rd —
which are the real long term customers.
Interesting note of history…Dan Kennedy years ago said how he was selling biz-op from
stage and he’d make about $1m a year — and I remember him saying “I’d make $1m a
year, and every year I had to replace the whole business" and that's because he was
attracting level 1s, when he switched to level 3s and 2s, he became who he is that we all
know and love today.
With that in mind, have a great day my friends — I’m off to get some work done.
- Alen Sultanic
p.s. As always, drop whatever you got in the comment-box and we’ll help you with
whatever you need.
Visual Anchoring Upsells: Supercharging the CTA
(31.7.21.)

"Alright, Alright, Alright"…(in Matthew McConaughey’s voice from Dazed and

Confused)...
…We’re back to sharing AOV boosting tactics.
And this is all about my favorite part of the funnel — upsells.
Upsells…well, because they have the highest price elasticity, least buyer resistance and
make or break the offer.
Which means…if you get them right — you’re scaling baby and if you don’t…well you're
shit outa luck my friend.
We won’t let that happen to you.
So here’s the thing...
…I’m not going to bore you with the standard “big idea”, “hook”, “close”, “whatever”
here...
…You know all that, instead what I want to focus on are other things that move the
needle.
A few weeks ago I dropped an 8 part series that talked about a bunch of different tactics
you can use to optimize your funnel.
This one I’m sharing here — is one of the other bunch I have tucked away that I’ll drip
out in due time.
Anyway…
When it comes to your upsells…
Your copy, hooks, offer, proofs, guarantee, close…everything in your upsell rest on one
thing…
…Their decision to say YES.
…They say YES, you’re set.
..They say NO…well whatever.
So…your upsell copy does it’s job, gets them down to that moment of decision and it’s
decision time...
…Do they buy, do they not buy?
The way it works is if your upsell converts at 30%…about 50% of those are going to hit
that yes button no matter what, so you got 15% in the bag already....
…The other 50% of that 30% are going to be thinking “fuck it, I’ll try it and refund if it
doesn’t work"
(This is why upsell 1 has the highest bounce rate to high ticket programs and while at
the same time is the reason for highest refund rates btw)…
Now…
…You got the 70% sitting there starring at your upgrade button…and under that button
they’re also starring at the “no thanks” link.
And they’re going “Should I…or shouldn’t I?...
Now here’s the thing — your copy should be written in 5th grade reading level (if you
want them to GET IT)…
…What that tells us is they can’t remember shit, and often times…
…It’s because of the forgetting curve.
They litreally forget what or don’t understand what the hell they just read, why they need
it or…
…Most of all — what is the OUTCOME of them buying this upgrade.
…In short, the justification is fucked.
Read more on the forgetting curve here: https://en.wikipedia.org/wiki/Forgetting_curve
So what’s the answer?
The standard upsell model is to have a button that’s an upgrade and a no thanks with a
link.
Fine…but IMO that’s weak sauce...
…Because you’re not driving that pain home, you’re not digging deep into their soul and
making them look at reality of what’s going to happen if they don’t take you up on that
offer..
…So how do you do it without being an asshole while at the same showing love to your
customers who are the sole reason your business exists?
Start using Visual Anchoring in your upsells.
Basically, the idea is to have two buttons next to each other, or you can have them on
top of each other, or whatever order you want — doesn’t matter.
But the point is to have a negative image with the no thanks button and a positive image
with the yes button.

This removes their imagination, and removes general abstractions and creates an
intentional outcome associated with the upgrade.

(Removes them NOT understanding)

This brings back the whole upsell full circle in the sense they know the bad outcome and
they see the positive outcome.
So it goes from “Wtf did I just go through…?” to “oh shit, that makes TOTAL sense”.
See the image attached as to how this looks.
This shits on any standard uspsell CTA I’ve ever seen and now you can use it to shit on
your competition…doo doo
Alright my friends, I’m going back to working on the NHB members area and everything
else that’s to come your way.

- Alen Sultanic

p.s. excuse the poor design here...just created this real fast for you guys to show you
how it looks, works...but you get the idea.

p.p.s. drop some comments in the box if you like this, hate this or have questions about
implementing it.
Time Anchoring Outcomes: Creating Certainty In The
Sales Process (12.8.21.)

Here's another AOV boosting banger for yall...

This one makes me a shit ton of money — so it should help you make a few bucks too…
...But be honest when you use it as you can really fuck with peoples psychology in an
unethical not cool sort of way (aka straight up lie, so don’t do that).
This one has been the biggest needle movers for us when it comes to selling high-ticket
programs (priced $6,500 - $50,000).
Typically, if something works well on the back end — it will work on the front end…
...So if a tactic is able to get someone to drop $6.5k-$50k, then it will work to get
someone to drop $20-$300 as well in a standard front end funnel.
Let's get into it…
The main reason people buy anything anywhere is to get the outcome the advertising /
marketing promises them.
Buy this and you’ll get that outcome — over and over again.
“Here’s a bunch of money, now give me that outcome I want”.
Now between the money exchanging hands — there needs to be a high degree of
certainty that needs to be generated — without it, you have friction in the sales process.
Meaning...they’re on the fence about it…
…”I just don’t know”...which means...no money for you!
A note about friction in the sales process:
This is why when you have a high-ticket client coming to you and they don’t buy right
away, but go around doing their due diligence on you to see if you’re legit.
What they’re really trying to do is gain certainty in working with you…
...And also for the same reason if you look at your Google Analytics you’ll see people
searching Google for “Your Product / Service Reviews”.
They want to see who else took the risk first. What their feedback is, and they want to
buy your product / service, but lack of certainty is holding them back from doing so.
Amazon’s reviews are the single biggest driver of certainty on their entire platform.
So if there is a high degree of certainty in the outcome (that you’re promising), then the
conversion rate is high…
...If the degree of certainty is low, then the conversion goes to shit.
It’s as simple as that.
So the question is…
...How do you generate certainty of outcome?
...Increase clarity, by answering the how, what, where, when why, who questions in your
copy…
...Which all lead to clarity, which leads to certainty.
...Testimonials, proofs, money-back guarantees, etc...you know the standard stack here.
so I’m not going to go into it.
There are a ton of things you can do to increase certainty of outcomes…
...And there are even more that you can use to lower the certainty of outcomes.
Which takes’ the path down this track:
Lack of clarity leads to lack of certainty, which leads to anxiety, which leads to
indecisiveness, which leads to a no.
I’ll talk about this more in future posts.
This is why social proof, fame (will write a post about this later), symbols of credibility
(see my post about that), etc...all stack together to increase certainty.
So imagine you have a degree of certainty, and your job is to stack blocks of certainty up
to a certain level…
...Once you’ve stacked those blocks — you’ve reached a certain degree of certainty, and
then the person on the other end of the exchange is satisfied enough to hand you
money.
Once you go over the threshold of certainty with a certain individual, then those
individuals will seek you out to give you money.
Once you go over the threshold of certainty with a certain market, the market will buy
whatever the hell you throw at it.
(Price elasticity becomes real elastic here)
You can see certain gurus achieving this status – namely Grant Cardone charging 20k /
hour, Jordan Belfort, Tony Robbins and others.
Now, when it comes to the mechanics of certainty and outcomes…
...There is one single component that moves the needle the most — and that is time.
...Notice in the question stack above, I left out the question of WHEN.
Because WHEN is the last question to be answered in the sales process — AFTER
you’ve answered what, how, who, why and where.
The thing is...when, in copy or on an offer is usually implied, it’s rarely, if ever clearly
defined.

● “When do I have to pay for something and when do I get the outcome?”
●

“How long does it take me to get the outcome you’re promising me here?”
That’s the subconscious question being asked of you in the sales process every single
time.
As they ask this question internally...this is when they start hashing out “deals” and
choosing / asking for payment plans…
...They’ll pay ⅓ of it today and the rest later...so they can make sure they’re getting the
outcome they want, mitigating risk, due to lack of certainty and lack of a clearly defined
time anchor of when.
If you answer that up front — it takes all the certainty you’ve generated and now
attaches a time point to it — which takes it from an abstract maybe outcome to a clearly
defined outcome at a point in time.

This gives humans a general sense of closure and reduces anxiety.

The closer they can get the outcome to the event of paying, the higher the conversion.
Meaning, a clearly defined return on investment to them at a predefined point in time.
When you do this...the needle moves...a lot.
This is completely opposite from using countdown timers which are a PUSH tactic, this is
a PULL tactic.
You’re putting an outcome in FRONT of them and pulling them towards that point in
time.
Back in 2010ish, we sold a ton of “one click make a million dollars software” offers…
...Buy this software today, click buttons and money will come out, the time anchors were
paid today, get results today.
...Also when I started selling supplements back in 2007, my best headline was “Who
else wants to lose 20 pounds in 20 days”...once again a pay today, get the pills and start
getting results today, and lose 20 pounds in 20 days.
On the high-ticket back ends, we have clients that ask us “How long for me to do X”.
My answer is honest but two fold:
“We have guys that did it in 2 weeks, but typically if you know your shit, hustle, move fast
and are an implementer...2-5 weeks…”
…”If you have a full time job, family duties, and tend to take your sweet ass time doing
things...5-12 weeks”.
Now the thing here...is, I mentioned somewhere in the comments here, but whenever
you present two time options or two choices…
...They always anchor the first one in their minds, I don’t know why, but they do it.
So, your thing on the back end can take 300 weeks, but if you say “If you’re the type to
blah blah blah, than 3-5 weeks, but if you’re the type to blah blah blah 300 weeks…”
they will ALWAYS anchor it to 3-5 weeks, IT DOES NOT MATTER what the long tail time
anchor is.
Try it for yourself.
Same thing happens on pricing…
...Everytime you say “It’s $5-$10k” for X...they will always anchor to the first thing you
say…
…”Ok where do I send the $5k”.
Knowing this dual model of “if / that / then” will allow you to anchor predefined outcomes
at some point in time while keeping honesty and integrity in check...you ain’t lying.
...That’s how it works on the back end, so what about the front end?
One of the biggest needle movers on physical goods shipped is to say “You will get your
thing you’re buying by X date” (see how Amazon does it).
So I took the framework from back end time anchors and now anchor it in the front ends
and the upsells, especially upsell 1 as it moves the needle a lot.
If you read this post here:
"Visual Anchoring Upsells: Supercharging The CTA”
Read it here: https://bit.ly/3yklflg
You’ll see how I visually anchor the CTA.
I do the same thing on the front end and upsells now…
Now before I get into the nitty gritty of it...I have to get one thing out of the way…
...Yes, a lot of finance offers use this “Event will happen on X date and stock will go to
the moon” — the problems with that model is you have to change the copy or kill the
offer once you go past that date.
This lets you split test it to stability and run it in perpetuity.
So in the upsell you should have a dynamic piece of code that has a predefined
outcome.
In our case, our upsell is “done for you templates”...
If you use the self sort uspsells…
Read it here: https://bit.ly/3jK17Tr
Than you can self sort this as well.
So the idea is this:
“Launch Your funnel by [DATE 1 Week from Today]”
[Yes I Want The Upgrade]
“Do It Yourself and Launch Your funnel by [DATE 4 Week from Today]
[No I Don’t Want The Upgrade]
Do you see the difference? Time anchoring the outcome.

(See see the attached photo for how I'm doing it in one of my funnels now)
You can stick this all over your sales process and even in the guarantee…
…”If you don’t get the outcome by [dynamic date], get your money back”.
One of the reasons I, and millions of others shop on Amazon is because of Amazon
Prime.
The #1 benefit of Amazon prime is the damn near instant deliver, I’ll get the product in 1
to 2 days max.
I sort everything I buy on Amazon based on this filter, if it takes me 4+ days, I don’t buy
it.
Now...this same rule applies to information products and everything else.
Time anchoring outcomes.
Here’s an example in weight loss:
Get this upgrade and get your dream body by X date.
Get this upgrade and lose 20 pounds by X date.
Now, for upsell 2 you can just say “Lose 15 more pounds by X date”, and you can have a
whole line of anchors throughout the entire path.
Note: dates should be dynamically generated on your page.
I’ve been quiet for the past week or so...taking NLP certification classes amongst other
things and finally added a few more people to the team, so I’m back in action here
Talk soon NHB fam,
Alen Sultanic
p.s. One of the things I wanted to write in the post but for whatever reason didn’t get a
chance to is this (and this can be a post within itself)...
...When people look at conversion rate optimization, they’re all thinking “How can I
PUSH this person to do X”, I’m thinking “How can I create a PULL for this person to do
X”, time anchoring is a PULL.
The other big meta framework I have is my assumption that every single person that
lands on a page, upsell or whatever is by default 100% yes to buying…
...The shit we have on the page, little by little turns that YES into a maybe...then into a
NO.
So when I’m looking at how to increase conversions...I’m always asking myself…”What
on this page is stripping away that certainty, turning that absolute yes, into a maybe and
then into a NO”.
This inversion thinking model will allow you to see / do things others can’t see or do.
LMK if you guys want me to dig deeper into this concept and if you have any questions
or comments about any of this.
p.p.s. One more thing...Interestingly enough, I have a client in the finance space, and
everytime we add a time anchor outcome to his webinar, that something will happen on
X date, the conversion rate goes through the roof.
The 1% Theory: The transition point between direct
response and branding (and how to calculate the
lifespan of offers for long term value creation)... (23.11.21.)

Been meaning to throw this up for a few weeks now, but haven’t had time (hell, been
meaning to throw up a lot of posts that are in the works lol)...
...So hopefully, you’ll get some value from it — to make up for my lack of posting lately.
There’s a lot of talk now in the difference between direct response vs branding, and what
role each plays when it comes to this game we all love to play.
In my view, they’re complimentary, and necessary, but for different stages of growth.
Direct response as a tool is powerful when you need to maximize and multiply your
resources to go from an idea to scaling (there is nothing that comes even close)...
...While branding is powerful in it’s own right when it comes to having the customers
come back and spend money with you over and over again.
(I have another post I’m going to throw up tomorrow around this idea and the number of
transactions)...
...But for now, let’s stay on track here.
This is something I’ve noticed over working on offers for close to 20 years now.
I’ve seen a lot of guys come and go, a lot of gurus blow up and fade away, and offers
shoot up to the top of the market place and crash down.
And a lot of people I spoke to over the years have noticed this too, but we could never
really figure out “why” this happens...
...Other than “that’s just the way it is”, and “build more offers bro”.
So you have two camps...the people that come into direct response, fall in love with it,
and then wake up years later only to find themselves hating the game and the industry
because nothing of substance was ever built, so they leave...
...And then you have the guys who come in and just bang offer after offer, not giving a
shit about the end goal of building anything substantial. They’ll beat the offer game until
their company is dead.
And that was the paradigm...
Until, I started looking at data across a very wide set of offers that range from 10,000
units to 1,000,000 units sold.
And what I’ve discovered is the 1% theory.
The 1% theory basically determines the offer life-cycle...
...Meaning: What is the half life of a direct response offer, how it’s calculated and what
are the strategic steps of going from having an offer (direct response) to having a
business (a brand).
So here’s what I found:
A direct response offer, regardless of how good it is — can only penetrate approximately
1% of the market.
Once it goes beyond the 1% market penetration, the offer will start to fatigue and
eventually come crashing down...
...And usually, this is when the offer owner will try to pull every trick out of the book to
revive the offer...
...New openings, new close, new headline, new color, new VSL, new consultant, new
package design, new everything...
...But it just never seems to bring the offer back to it’s glory days.
This is due to ad exposure, click through rates, conversion rates, customers saying “no”
to the ad, then saying “no to everything else” downstream, etc...
So the next question is...how do you calculate it?
It’s simple...
All you have to do is look at your reachable market size.
Let’s say, you want to go into the “weight loss” market, and you’re selling in the United
States.
Here’s how the math breaks down:

● The total population of the United States is 329,500,000

● Total overweight is bout 65%, so 329,500,000 * .65 = 214,175,000 reachable
market size.

Then chop off the over 60 and under 18 year olds, that means 30% gone.
We’re left with 149,922,500 potential customers.
Now we take that 149.9 million and times by 0.01 which gives us 1,499,225 total
potential customers to hit before the offer starts to decline.
At that point, the offer will just start to fizzle out (and this applies to markets of all sizes).
If you’re in a sub niche such as “coaching” or something else...what you do is just look
up all the FB groups, tally it up than multiply by about 2-3x to get the size (I’ve verified
this with other coaching offers btw, the data checks out).
Now that you know how to calculate that, then the next question is...what’s your run
rate? Meaning...how long do you have before that offer falls off the cliff.
So let’s say you scale and hit 1,000 sales a day, at that rate you have a run rate of
1499.225 days before your offer is going to start to decline.
So that rough 1,500 day run rate (4.1 year) is your timeline before the direct response
offer is going to tank.
And that’s the timeline you have to start thinking about building your brand, in terms of
going from direct response to a branded entity.
I’m not going to spend too much time going into how to build a branded entity here
(that’s for another post)...
...But if you’ve seen guru based companies in this space blow up, and then just tank,
and for whatever reason — they can’t seem to ever recover from their glory days, it’s
because they’ve penetrated 1% of the market without building the brand, and the
repetitional harm built during that time without any consideration for branding placed
them in an irreversible position.
So there you have it...next time you’re building, running, scaling an offer — keep this in
mind if you want to focus on the long run.
Now, some last minute considerations:
1. Some market’s have massive turn over that that this 1% can goto 2% or even 3%.
2. A direct response offer can have an effect on your company as a whole,
meaning...you as the “guru”, so when you’re in the guru biz, the offer is an extension of
you.
3. This is a lot more important than you may realize. Given a long enough timeline with
the amount of competition entering every single market online, a brand is going to be the
most valuable thing you can create (because it removes the thinking out of the buying
process, making your sales process that much better)
If you have any questions, hit the comment box...going to start dropping these a few
times a week like before.
Dry testing offers and upsells: How to know if an
offer/upsell is going to work long before you spend
time, energy, and money building it out. (18.5.21.)

So one of the worst things is to come up with a great offer, killer upsells, create the
product, write the sales copy, configure all the tech, create ads, and start running traffic...
...Only to find out that your "great offer idea" wasn't so great after all and the whole thing
goes to shit.
I see this happening far too often, far more than I'd like...
...And it's mostly due to flawed assumptions as to what the market wants.
So how do you figure out what the market wants long before you do all that extra work?
You dry test an offer.
I've been doing this for years and it's going to save you a lot of headache if you're
running offers or are thinking about running offers.
So instead of doing all of the work above, all you do is write the front end, or the upsell
or whatever...
...And launch it, no content, nothing in the back, no members area, nothing.
Just a copy and here's the important part: TWO PART checkout page.
Part 1 - enter your name, email, address, whatever.
Part 2 - enter your CC info.
So you build that out and run some traffic at it and watch what happens.
You'll see people coming to your offer.
You'll see people going to the checkout page.
And you'll see people entering their info in the step 1 above.
(On step 2 where the CC info is, you leave that blank because you can't take someones
CC like that)
And that tells you that there is a very high intent for that end user to buy your stuff.
Based on this intent, you can conclude a few things.
Your CPA
Your AOV (extrapolated based on price and rule of thumb numbers)
And most importantly, you can tell if your offer is going to work or not.
I showed this to someone who wanted to get into the women's weight loss space, but his
business partner (a personal trainer) wanted to make sure the offer was going to work
before they built out the offer, ordered the supplemented and did all the work.
They did it, $21 CPA on YouTube, then they proceeded to build out the rest of the offer
and then launched it.
This applies to supplements, info offers, webinars, everything.
So instead of launching 1 offer that takes you 3 months.
You can now launch 6 (2 weeks each) and see what works.
Once it works, and you KNOW it works, and it works on actual market data (not
opinions), then you build it out and you're set.
Same thing for upsells, same thing...dry test it, for upsells you have them click the
upgrade / add to order button, and then you have a secondary button (that does not
work) that's a confirmation button, this secondary pop up is where the pixel fires off with
the assumption of a purchase.

The other reason I love this so much is because it accelerates your marketing testing.
You can test 3-6 diff OTO angles, you can test 3-6 diff front end angles, you can do a lot
more than you would if you just do the standard build and launch model.

LMK if you guys need any help, have questions or whatever in the comments.
Talk soon,
Alen
How to create control crushing leads for any VSL (or
ads) in 2 easy steps by using a little known movie
trailer and news clips technique. (16.5.21.)

This is from a comment I made on a thread by Ian Hamshaw where he asked for the
best leads that we know of, so this isn't so much a "best" lead, but rather "the best way
to create a lead" that I know of.

(I didn't want to bury this concept as a comment, becuase I feel it has far too much value
to get lost).
If you feel your offer is a bit "stale", this will rejuvenate your sales, and if it's new, it'll give
it a better shot at success. (You rarely have to redo the offer, it's always the lead that
needs to be updated to bring the offer to where it once was).
I came up with this idea back in early 2010, and was the first to start using it on
ClickBank, and crushed it...
...Years later, I still use it and it still crushes, but this time more than ever.
So here's the thing...
...If you do what everyone else does in the market, you'll get the same results.
Your typical copy based lead can only move the needle so much, because as you'll see
in just a second, you're going against the societal momentum - meaning, there are
things that have more top of mind awareness, and you're not competing with other ppl in
your space for attention, you're competing with CNN, fox news, google, youtube, and
every other outlet and the big thing on TV, Radio, Internet, YouTube, whatever.
So...what you have to do is tap into THAT as a lead, to connect YOUR offer into the
societal narrative that has top of mind awareness.
Typical offer goes like this:
Niche Specific Lead -> Copy -> Close -> Rest of the funnel

(This lead only applies to the niche)

This goes like this:
Top of mind societal narrative AS THE LEAD -> Copy -> Close -> Rest of the funnel.

(This lead applies to what's going on globally, locally and is everywhere around them +
what's going on their niche)
So here's how you do it:
The #1 thing I find to lift an offer as far as a lead goes is to find movie trailers, watch
them and get that "feel" for the energy they put out. They basically take a 2 hour movie
and compress it into a 2 minute clip.
The movie trailer directors are different than the actual movie directors (different skillset).
So you do that, THEN...you goto news.google.com and you look at all the current events
in play...
...Then you goto YouTube and find news clips, save them...
THEN you goto Tommy Thanassi and say "Make me a lead using all this" and you add a
bit of copy to the front and whalla, you got a monster lead that 110% will work and crush
your control.
How do I know? Because I did it countless time, and that's how it was done for Jay
Deiboldt offer when the almighty COVID hit and we came up with the "That was the 1st
domino to fall" lead.
The reason this works so well is because when you do this, your offer is now part of the
societal news narrative, your lead is being SUPPORTED by a billion news outlets and
what EVERYONE ELSE is talking about, so you're having that momentum push you fwd
vs fighting against it, trying to find a voice.

In the other thread Mattia Paganelli asked how to get around copyright strikes etc...that
typically applies for content uploaded to YT, not sure about the ads etc, but read this:

https://www.findlaw.com/.../intellec.../fair-use-law.html...

Drop any questions in the comments if you need help doing this for your own offer, for
your clients, or whatever.

Post update: if you also use this in your ads, it has an even greater effect
The "solution -> problem" model of infinite ascension
(3.5.21.)

...And how to daisy-chain upsells, back ends, email promos and everything else that has
to do with your front end product...
...And make a bazzilion dollars in the process.

Shall we begin
When it comes to "selling" anything online / offline / wherever, the standard thinking goes
something like this:
"What is the problem they have? ok figured that out, now what is the solution to that
problem that I can sell them? ok figured that out...insert marketing / copy / whatever in
between to do that.
That's known as the "Problem -> Solution" model of ascension, but it's flaw is that it
always starts at the "problem" and then goes into the "solution"...NOT telling us where
the problem came from in the first place...
...Knowing where the problem comes from is where the $$$ is at.
So let's talk about that.
...Let's flip this around and do a "Solution -> Problem" model.
Here's how this works before I get into how you can apply it in your business as a
general strategy.
Everything is cause and effect, EVERYTHING.
So for every single solution that you provide, you stimulatingly (at the same time) create
another problem (that you are now going to monetize) .
You can't avoid it, try it.
Say you need transportation (problem) -> go you go buy a car (solution), now a new
problem has been created (car insurance, gas, maintenance, washing it etc".

You have to pay for every new problem that was created by the solution.
Say you're hungry...you make dinner (solution) -> now a new problem has been created
(dirty dishes) -> need to buy a dishwasher or do the dishes (buy dish soap), and so on...

You have to pay for every new problem that was created by the solution.
If you look at this structure...for every solution we offer in our products, we stimulatingly
create a set of other problems for the consumer, this is UNAVOIDABLE.
The only question is are YOU going to monetize this new problem out of the solution or
is someone else in your market? 99% of the time, SOMEONE ELSE is monetizing it.
This is what allows to create infinite ascension. To forever monetize the lead / customer.
Another guru example:

Help someone create a marketing course? done (solution) -> new problem (can't run
traffic to it) -> solve that -> need help scaling the back end (show them how) -> new
problem (payment processing) -> solve that now you're at scale -> new problem (FTC
coming at yo ass).
Anyway...back on track here...every solution that you provide stimulatingly creates a new
problem, so therefore...

● The BEST upsells are based on the problems that your front end created.
● The best back ends are the problems your front end + your upsells created.
● The best email promos are the problems that your product has created.
● Add your own here.

So once you start thinking "what problem did this solution create" it becomes obvious
what you should be selling to them...
...And that's your "oh shit" moment where now you see the entire timeline...1 year, 2
year, 5 year down the line.
The thing is...they don't realize this yet or know it...they don't see the entire timeline , but
you do...and when you're able to see the entire timeline, you can plot your MLTV
strategy (per my other post in case you missed it found here: https://bit.ly/3ufyEJc) and
apply it.
Here are some examples:
One of my offers:
$5 book "how to build a funnel selling books / courses"
(solution: knowledge, how to do xyz above)
(new problem: them having to do the work)
$197 upsell: "rapid launch package"
(solution: now you can launch in weeks - not months)
(new problem: shit, but what bout the ads?"
$97 upsell 2: "converting ads package"
(solution: "buy this and you can run ads")
(new problem created: how do I know this is all going to work for me, mistakes can be
made, etc...I need guidance, coaching, blah blah save me Alen)
(solution: $6,500 - $10,000 back end)
(new problem created: now that I have the offer what do I do? or I don't have time / don't'
want to do all this shit)
$50,000-$10,000 done for you level
You get the idea...I know Jay Deiboldt runs a similar model and maybe he can chime on
his legendary upsells, but you get the idea.
Drop some comments below and LMK if you have any questions about this.
Post edit: the BEST ads do this as well. They create a solution that goes to your sales
page (that solves the problem).

The Profit Peak:

“The total profit earned by all players in a market goes up, peaks, and comes back
down to zero.” (i.e. Get in on the first half when profit is rising, not the last half.).
Credit to Jordan Hall (one of THE smartest guys in the game)( for our chat last night.
My addition: How do you know if you're on the up or down of the profit peak? Just look at
the level of sales awareness and in turn sales resistance in the market/model you're
using.

Are they coming to the upsells and bitching that they know it's an upsell? Well, they're
aware of the model and that's what you call sales resistance.

Are they booking a "strategy call" fully knowing it's a "sales call" and wanting to get to
the price? When you get to the price, do they ask for the payment plan? Because
they've been on similar calls 10 times before and know what the deal is?

Is everyone in your market using the same sales model/process and is your market
overly saturated and most importantly how many clones of ideas do you see out there?

How far do the derivatives go?

Two of the greatest things you can have in marketing/sales are:

1. To be rememberd

2. To do theunexpected

If you can't have either, you're on the decline of the profit peak.
Adding a phone number on the top of the funnel
increases conversions. (6.4.21.)

See the image of how I did it on Clients.com offer - feel free to use in your
businesses/offers.

Even though NO ONE ever calls it. It gives them the feeling of transparency and ease of
access. You're no longer a support ticket, you're a real human being that cares.

Add an 800 number, and plug these guys in https://www.patlive.com/ for those that do
call then create an automation that sends them access via email (with an upsell patch
attached on single signon).

Refund funnels: How to save a whole lot of money (and

make even more) by doing this one little trick… (5.5.21.)
....Ok, ok it's NOT REALLY a trick, but it's fucking awesome and works nonetheless.
Anyhow, back in 2008, I ran a membership site, we had 5,000 ppl in that program, and
we had a stick rate of about 8 months and one of the best kept secrets of what made this
membership tick was the refund funnels.
Every $1 saved is a $1 made.
Disclaimer: You MIGHT need infusion, a developer and some other advanced stuff,
unless you can figure out how to do this in whatever tech-stack you're using.
Here's how it works:

● Customer decides at whatever point in time they want to cancel the subscription
or refund a product (usually long before the actual refund takes place, more on
this in another post).
● Customer ends an email or a support ticket asking for a "refund" or to "cancel
subscription".
● Support says, sure thing customer "goto this LINK and proceed with a refund".
● Customer clicks link and goes to a page, there's a bit of copy, or a mini VSL that
explains why we're oh so sad to see them go (cry emoji required).
● Customer selects (from dropdown) why they want to refund - too expensive,
didn't work, (insert your reasons here).
● Customer goes to an UPSELL in the refund funnel with copy / VSL that saves the
sale.
● Once the sale is saved customer is taken to UPSELL 2 to extend their savings as
a special offer.
 ● If its a subscription then they are asked to upgrade for a year at a steep discount
(25% of total asking price).
● Now the refund is saved (which saves you money).
● Now the money is made that you would have never made (makes you money).
● Note: the customer credit card is saved on file using a single sing-on link so they
DON'T have to exert the extra energy into entering the CC info to do this.
● All this can be done via Infusionsoft API.

There you go, now you can take that extra saved $$$ and $$$ made and dump it into
your front end acquisition to acquire MOAR people.
Note: I know, I know...ClickFunnels does a VERSION of this, but IMO it's not well done.
The no track stack: how to instantly bump your AOV by
creating an offer for the no thanks track (without doing
any additional work other than swiping the copy in this
post). (15.5.21.)

This is an easy and effective way to bump your AOV...

...Because A LOT more people will say NO THANKS in your upsell path than they'll say
YES. (Unless you're a god mode copywriter who can hit 50%+ conversion rates).
So lets get into it...
...we know that upsell paths go something like this:
FE -> OTO 1 -> OTO 2 -> OTO 3
But each one of those steps has a yes/no link. Yes upgrade, no don't upgrade let me
continue. Typically, you'll have a large portion of your customers go down the "no
thanks" path, more so than you would have them go down the "yes upgrade" path.
Which means, you're wasting/losing a lot fo money, if you don't have a mechanism to
monetize the ones who choose the no thanks path.
So what you do is at the end of the path, the "no track path", you hit them with an
ultimate irresistible offer that it'd be damn near impossible to say no to, which goes in
this place here:
FE -> OTO 1 -> OTO 2 -> OTO 3 -> ULTIMATE NO THANKS OFFER
The offer is OTO 1 + OTO 2 + OTO 3 as a bundle, but at a price you can discount the
most. With supplement guys, the COGS might make this hard, so figure out your
economics, with info publishers, it's easy.
So you take the bundle and present it with a 75% discount, remember, this is FREE
money you would have NEVER gotten anyway.
The copy language to use here goes something like this (modify accordingly):

=======
"You just said no thanks, which means you just said no to (insert benefit)...
...which means you said no to (insert benefit)
...Which means you said no to (insert a better future)
...Which means your (outcome) is not going to come nearly as fast.
...And I don't want that for you.
...And I know neither do you.
So the ONLY reason I could think of that you said no thanks because I money might
have been an issue...
...And I get it, for some people, money is always an issue, and there's NOTHING wrong
with that...
...So today, I'm not going to let money be an issue or let a few dollars get in the way of
your success...
So that's why I'm going to offer you a once-in-a-lifetime deal you'll never forget...
...and you'll never see again.
Remember (OTO 1), remember (oto 2), remember (oto 3)...
And remember how together, they all cost (insert price).
Well because you've made it here...
...We're going to take that and give you a massive 75% discount.
blah blah blah"
=======
You get the idea.
Now...you will also have a no thanks link under here as well, so on that no thanks link,
since they are already trained to click no thanks, you want to create a pop-up that says
"we've given you the biggest discount we could, there are no more after this", that way
it's a 2nd chance to rethink the offer, and then put the buy button in that pop up as well.
This will add a nice lil bump to your AOV that your competition doesn't have...
...And when you do that, you can pay more to acquire the customer, which of course,
lets you acquire more customers.
This will vary according to the tech stack.
Now...for those overly ethical marketers that are going to jump into the comments and go
(in a fat man voice with a mouth-full of food):

"Omfg, you're just dishonest, others are paying 100% on the OTO's and these guys are
75% less, isn't that WRONG?"...
...My answer is...it's not on me to decide what's right or wrong, that's your decision, you
decide.
What I'm giving you are all the marketing weapons you need to win.
Enjoy guys, talk soon.
p.s. Some considerations, you could save the no track stack to a follow up sequence,
etc...you'll have to test to see where the numbers make the most difference. The thing
about the no track stack is that 100% of your customer flow is going to hit it, whereas in
the sequences only a portion open, click and respond.
The core stick rate strategy for recurring programs -
how to identify who your customer is, why they're there
and the best way to get $$$ out of them. (13.5.21.)

This is taken from a comment I made on a post by Ryan Hunter.

Where he asked "What are some of the best, most effective ways to increase stick rate
on a monthly continuity?"

Note: the BEST stick rate strategy beyond this, is not to have one. It's to get all the
money up front. The way you do that is to sell the end goal outcome of an idea to the
customer in a state where they believe they're going to be there for a long time (read
below to figure out how to sell that to each TYPE of customer).

This is my personal core stick rate strategy I use and get up to 8 months average stick
rate on recurring programs. With some new developments I think we can push it to 12.

I kept this one to post later on as it's own thread, but might as well turn it into it's own
post, so here it is.
If you're going to have a recurring program, it's not so much about what you do in that
program that creates the "stick rate", but more so "who is in that program" and what type
of person you're dealing with.

Everyone tends to put their customers in a same box with total disregard as to who they
are and more importantly WHY they're there (in the program) in the first place.
So with that in mind...

The stick rate of recurring programs entirely depends on a few things...one being is it a
skillset vs outcome based program and the people in the program.
The skillset people want to grow, learn, and be on a journey with you.
The outcome based people want the outcome, and don't give a shit about the skillset
required. "Just tell me how to do it, so I can get the outcome, I don't want to think, learn,
etc...".
I found that in our programs, the skillset people stay for 1 year +, whereas the purely
outcome based people stay for about 3 months.
That's regardless of price. So if you identify that you can work with them differently,
because ultimately they treat value differently.
The skillset people value lies in the fact that they're growing, so measurable growth
keeps them sticking.
Whereas the outcome based people, some sort of out come needs to happen in X time
or they're out.
So treat them accordingly, and also on the skillset, it's easy to keep them in as long as
you do your job.
The outcome based people, you have to figure out how to get them some sort of
outcome within X time, if you don't, they'll bounce. But once you do get them the
outcome in X days, is when you upsell them for an annual program so that way if they
want to leave later, they can, but you got the $$$ so it's the same as them sticking for a
year.
Now add the other factor of active vs passive recurring programs.
Active is if if you're actively working with them, this is a non-utility offer.
If the offer is closer to a utility, it can go into passive mode, where they pay you for
access to that utility.
So look at it...active vs passive...skillset vs outcomes based. Figure out that grid point
and build your strategy from there.
In the other thread Sage Michael asked me how do I attract skills vs outcome people.
When a lot of our marketing was done using "screen shots of $$$" we had an influx of
outcome based people, when we focused on ideas, growth, journey, transformational
marketing, we got an influx of skills based people.

This isn't an end all be all thing, it's generally a spectrum, but if you pay attention to it,
you'll notice that people tend to lean more towards one vs the other.

LMK if you have any questions in the comments and we'll expand on this whole concept
further.
How to pull 50-70% more money out of any paid
training (without doing ANY extra work)... (7.4.21.)
Selling a weekly masterclass to your list is probably the easiest way to pull extra money
out of your list, subscribers, follows, whatever...
This is a process for increasing the amount that you do pull out of that base.
So I have a few friends who run weekly "masterclasses" to their lists.
The typical scenario goes something like his:

● Promo at $97-$397 for a few days

● Do a class for 1-3 days
● Record class
● Sell recording in the future for $97-$397

And this works well, and they do very well...

..So here's what you do to get 50-70% more money out of it...
...Instead of saying let's do $397, you say...it's $797, BUT you pay 50% today $398.5,
and once we get to the END of the masterclass, if you're 100% satisfied, we'll settle up,
and you can pay the other half ($398.5).
50-70% of people will gladly pay the remaining balance (especially if you deliver an
overdeliver, which I'm sure most of you do).
AND....not only that, but the value perception is higher since now it's $797 vs.
$397...AND you get a HIGHER conversion rate since they're getting a 50% off deal.
Try it, and LMK how it works for you.
Alen Sultanic
p.s. Now that the price was $797, you can do the classic 4 day cash machine sequence
at 50% off and pull even more sales out of it.
p.p.s. I like to give credit where credit is due - partially inspired by Josh Rosenberg sick
process where he sells $25,000 packages.
Random Sunday Thoughts & Musings (5.6.21.)
These are random thoughts & musings from my 2,000+ notes on marketing, sales,
advertising, psychology, etc... , that don't quite make it into epic posts are are tangents of
posts. It's also something we have a full channel dedicated to in FF and I sometimes
"tweet" them out (yes, I'm on twitter).

----

The litmus test of a truly irresistible and great offer is if they would buy WITHOUT
thinking about it.

if you have to OVERCOME objections, then it's not a truly irresistible offer.
Hence why so few DR offers are truly irresistible, because they have to overcome
objections.
When people go around talking about "create an irresistible offer", easier said than done.

The whole purpose of direct response is to convince someone of something and to

overcome objections.

-----

The litmus test or a scalable business is based on knowing your customers.

Do you personally know your customers? Because at true scale you can’t personally
know your customers. If you do, you’re doing it wrong.

How many CEO's know their customers? very few.

-----

When you hire pros, you hire them to do the job, when you hire amateurs, you hire them
to figure it out.
There are far many more amateurs pretending to be pros, so they can get paid pro
prices.

-----

To add to the above and to test for it:

You can only explain something to the degree which you understated it. If you
understand it, then you can explain it. If you want to see how deeply someone
understands something - ask them to explain it and pay attention to how explain it back
to you. That tells you everything.

-----

The closer you are to the banks, the more money you will make. Wealth and power
tends to concentrate.

-----

The game used to reset itself every 3 or so years. Than it reset itself every year, now it
seems to reset itself every 6 or so months. Meaning, "things done changed". A lot of
what was done, doesn't mean it will be done again. In this game we play the past does
not equal the future. So play the game as the score board goes back to zero every 6-12
months, and you'll do better than the rest.

-----

We are measured by our enemies

If we have no enemies, than we are not a threat, and if we are not a threat, we aren't
disturbing the status quo
There is very little one can create, one has to take, so when you take, you create
enemies, hence if you're doing a good job than you are measured by your enemies 2
So if everyone likes you, than you're helping them get ahead, if they don't like you...than
you're doing something right 2
Love is a choice, fear is not.

-----

In order for a new religion to be born, the old religion has to die, and the only way to kill
the old religion is to kill off their gods.

-----

Money is nothing than a form of energy, once you get this, you'll understand everything.

-----

Will be posting my musings here more often, these are the things that don't' quite make
it into a full on post, but are worth thinking about.

Talk soon,
Alen Sultanic
Super Structures And Their Affect on Success &
Scaling of Offers (3.6.21.)

Most people have no idea why offers work and how to make them work.
They think they do, but they don’t.
It’s largely a guessing game of copying, modeling and doing others do or have done.
Without knowing why or what they’re really copying.
Sometimes, this works and sometimes it doesn’t.
This is why you see everyone doing the same ol’ shit in the market place.
The key is to understand why an offer works, so you can make it work.
With that in mind, I want to acknowledge something important…
…And that something is, that a lot of what we do when it comes to the success and
scaling of offers has nothing to do with what we do, and our skills…
…It’s merely luck, which is composed of timing and being at the right place at the right
time.
Luck aside, there are things we can do that are outside of our control that we can control
indirectly, and the way of indirect control is through attachment and association.
This concept of indirect attachment and association is what allows us to regain control
on things we can’t control.
And one such thing is the idea of a Super Structure and subsequently sub-structures.
You see, very few of us have the budget to educate a market, and in turn build desire so
they can buy our stuff.
That costs millions upon millions of dollars, this is why us as direct response marketers
and most traditional marketers sit on the sidelines and wait (remember the timing from
above?) until the market is aware of something, and then we go…
…”Oh shit, that’s a TREND, and OTHERS are doing it…we better go do that too”.
The only problem with this line of thinking is that well, you’re too late to the party.
Fast follow strategy rarely ever works.
In short if we build offers that in part have to educate, than they also have to build desire,
this causes a double burden of performance on an offer.
They have to do two things at once.
1. Reach a prospect via advertising and educate them of this new concept
2. Sell them on the idea of buying the “concept” in itself
Doing the 1st thing where you have to “educate them” is nothing more than you
removing abstraction from what your thing does, how it works, etc…so they can
understand it.
Once they do, you go into the pitch and it’s a done deal, they buy.
But this double burden of performance causes fatigue, because as you scale, less and
less people have the desire to be educated about the thing and you have this barrier
before they can have actual buying desire.
So, that won’t work…
…And this is also why seemingly good offers tend to take off and crash, and then the
offer owner goes into “split testing mode” where they have to split test their way into
scale.
Not good.
So here’s what you do…
…You start using super structures and sub structures.
This is one of the things I do on all of the offers I work on, and it works every single time
(yes every single time).
A super structure is something that exists in society that they interact with, and because
they interact with it, they are very familiar with it.
Examples of a super structures are:

● Facebook
● Google
● YouTube
● Twiter
● Instagram
● OnlyFans
● TikTok
● Keto
● Paleo
● Etc…

You get the idea.

If you have an offer, and you attach your “unique mechanism” to a super structure, the
probability of an offer scaling goes through the roof.
Example:
Start a “FACEBOOK” Ads Agency using “this unique mechanism”
Lose weight with Keto
Etc…
Basically, the way you determine if something is a super structure is simple…
…Walk into any coffee shop in your geographic selling area and ask the barista…
…”Do you know what X is”, “Do you know what Facebook is?”
Answer: “Yes”
Would you like to laern how to make money with Facebook? Yes tell me how
Now you don’ thave to explain what facebook is, and because she/he is familiar with
Faceobok, you don’t have to spend time explaining what facebook is, but also because
they INTERACT with it, or know OTHERES who interact with it, their buyin into the idea
is exponential.
Same thing with dieting…lose weight…with KETO.
Keto was everywhere, so anything you attach to the superstructure of KETO, was an
easy slam dunk, you coudln’t fail.
It’s interesting to note that I shard this in the Fast Forward Mastermind a while back and
one of the guys caught onto the fact that CBD oil in itself is a super structure, so with the
media covering it, people having large awarness, any offer you attach to CBD oil would
do well, which is exactly what happened.
Now, to note…quite a few offers that scale are attached to super-structure.
Now, once the super structure has been saturated and the claim no longer works, such
as “make money with facebook”, what you do is you move into the sub-structure of the
superstructure, such as Facebook groups.
Hence, why the Clients & Community guys do quite well…make money with Facebook
“GROUPS”, because:
1. Everyone is aware of Facebook = super structure
2. They interact with it = belief and buy in
3. They know Facebook groups exist = sub-structure
4. The guys have a unique mechanism / process = sub-structure + mechanism =
$1m a month in sales (not too shabby!)
If you extrapolate this on local marketing as well, get more leads with Google, Facebook,
Yelp, TripAdivsor = all super structures.
Then now it’s being borken down further into “Get more leads with Google Maps”, which
is a sub-structure.
So if your offer isn’t working, maybe…just maybe, it’s not your copy, hook, positioning or
pricing…
…Maybe it’s not attached to a super-structure and that’s what’s limiting it’s growth.
If you look at the current crop of gurus, they all popped to the top by leveraging the
concept of super structures.
As always, drop comments or questions in the thread and let me know what you think
are some super structures in society that can be used to pair with your mechanism to
help you pop your offer off.
Have a great weekend,
Alen Sultanic
p.s. Super structures don’t only exist in sales copy etc…they’re the core part of your
messaging and that enable the mechanism to work in an environment, they amplify the
belief of the mechanism.

p.p.s. Think of super structures as things you can see from a distance, that they can see,
long before they can see your offer, hence the photo of sky scrapers.

p.p.p.s. I'm going to drop early access to NHB+ next week.

New Sales Format Innovation - The How To Guide (2.6.21.)

This one is for the innovators of the game.

As promised, this is the continuation of what I shared at the Copy Accelerator event in
Tampa.
(Thanks to Stefan Georgi and Justin Goff for hosting me — everyone here should goto
their events, they’re absolutely fantastic and they’re two of the best guys I know in this
industry - much respect and love to both of them).
The title of my talk was “The Nature of Competition and How To Win.”
One of the parts of that talk was about emotional states, which I shared a few days ago.
The other parts were “competing on economics”, “the genesis of attention”, “2nd stage
acquisitions”, “10 Minute VSL” and on “format innovation”.
This post is about format innovation and how to do it, the others are dropping in a few
days.
So let's get into it…
We can’t talk about format innovation without first understanding what competition really
is.
Competition is nothing more than comparison.
That’s it, nothing more, nothing less.
How you are compared to your competitors in the marketplace by your audience.
That’s really it. And that’s what takes place in the minds of your audience.
Comparison.
Knowing this, the key is to avoid comparison at all costs on all levels.
And one area to avoid comparison is in them realizing they’re in your sales process.
The reason being is when they (your to-be customer) is aware of your sales process,
they will reject and resist it.
This spectrum of awareness is what determines who’s in control of the sales process.
Unaware (you’re in control) -> Aware (they’re in control)
If they’re in control of the sales process, then all commerce takes place on their timeline,
budget, terms, etc…
The way you can test for this in your busines is simple:
Are your sales predictable, stable and consistant based on when YOU want them to be?
Or are they in a zig zag pattern where one day is great, the next day not so great, one
week great, next week not so great…
Do they just buy, or do they make you go through hurdles to buy?
This difference that makes the difference is where your view rates on your VSLs, optin
rates, webinar registration rates etc all seem to go to shit.
This is where, when they get on that strategy call…they’ll ask for payment plans.
This is where you think you need better copy, better economics, better everything…
…When in reality — all you need is to take back control of the sales process.
(Same rules apply for consulting btw, you always have to be in charge of the consulting
process.)
Now, there are a bunch of ways of taking control of the sale process, which is way out of
scope of this post.
So for now, we’re going to focus on only one way — which is innovating the sales format
for the masses on the offer side.
You see, if the format is new, there is nothing to compare it to, and because of that, there
is no buying resistance taking place.
That means capturing attention is easy, presenting your story is easy, and sliding into
that close is easy…it’s all 100x easier.
…and thus mucho dinero is made.
The question is how do you do it so you can make mucho dineros?
You hide it.
If you look at every single format innovation in our industry, from sales letters, to VSLs,
to webinars, to “free facebook groups”, to “free strategy sessions”, etc…
…It’s always been hidden in plain sight.
Think about it:
1. Sales letters aren’t sales letters…they’re articles (supplements being the
embodiment modern version of pharmaceutical brochures)
2. Infomercials weren't commercials…they were “tv shows”
3. Magalogues weren't “promotional pieces”...they were magazines.
4. VSLs weren’t “video sales letters”, they were “cool content videos”
5. Webinars weren’t “pitch fests”, they were “free trainings”
6. Free Facebook Groups weren't “pitch environments”, they were “communities”
7. Book-a-call funnels weren't “pitch calls”...they were free consultations.
8. Them gurus on YouTube aren’t pitching, they’re offering “free content”
So on and so forth, you get the idea…
…And as the markets learn, self-replicate and become aware…more and more people
do it, the market matures, and the audience now has something to compare it to, and
thus they know they’re being sold to and reject the sales process.
What we do is try to have better copy, personally I stack economics, others focus on
other things.
But, ultimately, what most of us are trying to do is is brute force our way through this
reality of awareness…
…Where we meet sales resistance, and most of us you know…just accept it “that’s the
game bro!”, is it?
I think we can do better…
The more aware they’re, the more they reject it and the harder we try, and we go looking
for better copy, better VSLs, better upsells, better everything…
And the core problem isn’t solved — which is: they’re aware of what we’re doing and
when they are, they take back control.
So the question is one of control.
Because ultimately people love to buy, but hate being sold.
Now, before we go into how that’s done and how formats are innovated, there is one
caveat here, and that’s that you don’t need to innovate a format in unaware markets.
(The only problem is there are so very few of them left thanks to the wonders of digital
advertising)...
…Here’s the gist of it:
Unaware Markets - Easy To Get Attention - Low Resistance & Rejection Of The Sales
Process

● Most will watch long form VSLs

● Most will read long form sales letters
● Most will consume almost any type of sales process (as long as they don’t know
they’re in a sales process)
● You can go indirect
● Older (45+) demographic mostly
● Low emotional states (see the other post)

Now, when you flip it over for aware markets, here’s how it looks:
Aware Markets - Hard To Get Attention - High Resistance & Rejection of The Sales
Process

● Most will not watch long form VSLs

● Most will not read long form sales letters (they skim)
● Most will instantly tune out as soon as they realize they’re in a sales process
● Younger demographic (under 45)
● Thanks to everyone wanting to make money online and the self replicating
market — everyone is becoming aware of everything
● Monkey see, monkey do (people copy you)

And then…there is that saying people love to buy, but hate being sold to…
…And that’s why:
 ● As soon as they detect a sales process is taking place, their brains automatically
switch form associative state (consuming content) to a dissociative state
(rejecting the sales message) and start to peg the value of the content based on
a sale
● And that’s when you go from being in control of the sales process, to them being
in control of the sales process
● They buy what they want, when they want, how they want

In short: awareness of the sales process = resistance / rejection of the sales process.
Which leaves us with one and only one thing to do if we’re to dominate the market
without brute force marketing — which is to innovate new formats.
And the only way to innovate new formats is to hide the sales process in the eco system
in itself.
…Say you’re on Youtube, and there is an emerging trend on YouTube of people
podcasting about stuff…
…And this is especially true in the crypto space, where the “thought leaders” are sharing
“thoughts” in the form of podcasts…
…So you have the podcast format as the content vehicle.
…We know two things:
1. They’re paying attention to that format, and spending 3+ hours watching it
2. No one else is selling them anything in that format, so they’re unaware of the
sales process
You package that there and bam, you have a new sales format.
That’s it.
It’s that easy. And it’s been done countless times and every single format innovation our
industry has followed these exact steps.
And every time it’s been done, the EPCs on those offers were through the roof.
I remember writing VSLs in 2009 and having EPCs of $40-$50 PER CLICK.
Who remembers the good times when webinars 1st came out? How much money was
made there?
So instead of waiting on the luck-of-the-draw for someone to stumble into doing this,
now you have the formula for doing it.
I’ll recap:
1. Identify your ecosystem
2. Identify the predominant content consumption (video, sales letter, whatever)
3. Identify that the market is not aware of a sales process baked into it
4. Take your current sales process (vsl, hooks whatever) and port it over
5. And you’re set
There are new emerging trends taking place daily now, tik tok ads, YouTube shorts,
etc…
…Pay attention to what the ecosystem platforms enable, and then you’ll see the pattern.
When mass adoption takes place, that’s where you go in and do it, and then when
they’re aware of it, realize that better copy, marketing etc…is not going to fix it long term.
So you have to find a new way in and be ahead of the pack.
This is one of the strategies in my mental models of marketing, and more to come.
Until next post,
Alen Sultanic
p.s. As always, drop questions in the comments below and let’s level the fuck up!

p.p.s. I'm going to actively make it my mission to help elevate others in this game as
much as I can.

p.p.s. When you're in a good sales process, you have no idea you're part of it and you
actually support it (cough cough)
Selling To High & Low Emotional States (29.5.21.)

Much has been said and discussed about various formats of selling here in NHB…
…From VSLs, to TSLs, to Webinars, Podcast VSL, 10 Minute VSL, book a call
funnel…so on and so forth…
...But what hasn’t been discussed much or at all is what context to use those formats
in…
…And better yet, on the emotional state of the market and the customers in that market.
That has been left to random chance and guess work…
…And this has resulted in many copywriters, offer owners and marketers building
seemingly great offers that just don’t “click with the market”.
And that click has everything to do with the emotional state of the market.

I've shared this moths ago with Donnie French over at Performance Golf and it changed
their entire view of marketing.

(Also why the standard horror story copy model did not work for them)

It also ruffled a lot of feathers from some A-List copywriters at the event, which argued
against this - because "they have controls"...

...And I get their argument, I really do...but my and other peoples data shows differnet.
You see (shoutout to Gary Halber for the you see openings in lines)...
Every market has a core emotion to it…
…In the female dating space - it’s control.
…In mens dating it’s hope.
…In crypto it’s certainty.
...In weight loss it’s shame.
…In biz-op it’s greed.
So on and so forth, we can talk for days about emotional states of the market and how to
identify them…we’ll do that in another post…
…For now, we’ll cover the meta of the topic - the high and low emotional states.
When I was speaking at Copy Acceleator, in front of 350 people…
…I asked a very simple question, and that question was:
“How many of you read that 40-50 page monster sales letter to come to this event?”
One guy raised his hand (you’re a true marketer bro).
The rest didn’t.
Then I asked…”How many of you guys and girls ever bought anything watching a long
form VSL?”
…Not a single hand went up.
…In an industry that preaches that, none of them bought.
Strange isn’t it? It is, at first…
…But when you zoom out, and realize that entire room was what I call high emotional
state buyers, it makes sense…
…People in high emotional states feel good, are happy, positive, productive, energetic,
got shit going on and are going somehwere in life…
…Getting THEM to watch long form anything is HARD…if not impossible.
I can tell you, as someone who has built over 300 offers…
…I don’t watch them, ever…
…And you being here in NHB, I’m pretty sure you don’t either.
But you know who does watch them?
People in low emotional states…
People who are sick, tired, depressed, unresourceful, broke, and out of options…in short
LOW emotional state, they simply feel bad…
…And when someoen is in a low emotional state, say someone is over weight, has
diabetes, back pain or whatever…
…And an ad shows up in their eco system poking that low emotion…
…Well, that my friend…is not an ad, that is a glimmer of hope that just showed up, and
they will watch and watch and watch and buy and buy and buy.
…And when that happens…you get 1-3% conversion rates, they buy the upsell path and
you have a “winner”, or rather a “control”, but do you really?
Because you know…the thing about low emotional state customers is they don’t become
brand ambassadors, they don’t tell others about it (who would when they feel like shit?),
and they tend to buy low ticket over and over again (one reason those email lists tend to
do well)...
…They’re down in the dumps and you have a pack of volunteers descending on them
pecking at their wallets.
…If you’re a copywriters, offer owners, or been around THAT offer scene…
…And you felt a bit off, maybe even icky…some felt “gross”...
…That is why, because you’re taking someone in a low emotional state, and with your
horror story opening and such…
…You are beating them down.
…And the way you do that is by giving them a glimmer of hope, than taking it away from
them by making them buy access to it…
…On the other hand…
…You have a high emotional state customer – who doesn’t buy like that.
They tend to buy from branded companies, distrust a video on a page, and will also do
their due diligence on you.
Big brands and companies are built on high emotional state customers.
MOST direct response companies are built on low emotional stat ecustomers - this is
why if you look back at the last 10 years, you can’t name one (other than Agora) that’s
still around.
The energy vibes are a real thing.
Now that you understand that…
…Let’s talk about how to sell to low and high emotional states and what you can do to
elevate your fellow human beings and customers from low emotional states to high
emotional state customers.
The human brain always has to answer a question, and most of the “thinking activity” of
a human brain operates on a series of questions…
Who
What
When
Where
Why
How
The low emotional state customer lives in the state of “why”.
Why me?
Why is this happening to me?
Why can’t I get rid of this?
Why am I sick?
Why am I fat?
Why can’t I lose weight?
The reason is…why is a mirror reflective word of the past, it looks to the past and
creates an emotional loop of justification.
So if you sell to a low emotional market…
…The primary word in your ads, offer, headlines should be “WHY”.
This was the 2nd call I did in Fast Forward, and the supplement guys went wild on this…
…Overnight doubled thier conversions.
…Took the sales letters that were duds into controls.
So MOST (not all of your copy) should be reflect of WHY…
…and of course the switch over is “That’s why, but it’s not your fault”...
…Here’s what you can do about it (insert pitch for your solution)...
Here’s the big idea - THEY ARE PROBLEM FOCUSED. So focus on the WHY, drive that
problem home.
It’s as easy as that…
…So in your ads, go heavy on the WHY, and test this out in your ads and you’ll see your
CTR 200-500% higher.
Now…as for the high emotional state customers…
…Most simply don’t care about the why…
…They know why, because they figured that out…
…What they’re after is the “HOW”...
…HOW do I make money?
…How do I get jacked?
…How do I lose weight?
They’re after the HOW…so all of your ads, copy, etc…should PREDOMINATLY be
based on the HOW…
…”Here’s how you do X”...X of course being the outcome.
That is the primary driver.
The nuance of it is…low emotioaal state customer and their why will watch and watch
the WHY based offers…
…But high emotional state custoers won’t…
…They’re solution focused, so they want the HOW.
…How to go from A to B…
…Hence why most of you are like “just get to the fucking point man”.
When you switch your ads in a high emotoianl stat emarket to HOW and then shorten
your sales process…doesn’t have to be a 10 minute VSL, but shorter and to the point…
…Conversions go through the roof.
Now that you know that…
…The only way I’ve been able to reconcile the equation of integrity in low emotional
state marketes is this…
…Sell them what they want, than give them what they need.
…And the way you do that is on the front end start with the WHY…
…In upsell stack the other set of questions, but minimzie the why…
(If you want to make the most money tho, find another problem and just stack the why
supe hard, it’ll work)
…If you want to help them…
…In your sales process somewhere, you have to pull them out of the WHY, into the
HOW.
…So your upsell path should be based on moving them out of that WHY state into the
HOW state.
Now this post wouldn’t be much without some dark lording…
…If you’re selling to a low emotional state market…
…You have 90 seconds to get the brain into a low emotional state.
Once they’re 90 seconds in, the brain will loop in an emotional state, and they will get
into their body and you can control them via your marketing.
Yes, you can bend fucking reality with this and I do it all the time.
Some notable example of this in action are Tucker Carlson on Fox News…
…Every clip is “Why are they doing that?” pay attention to it, and you’ll see it
everywhere.
Than they do this for 90 seconds and than rage mode ensusues.
This is one of many strategies I use to “fix up and scale offers”, the others are coming
your way this week coming up.

Have an amazing weekend my friends much love to all of you for supporting NHB.
Alen Sultanic

p.s. As always, you don't have to pay me for me to help you, so feel free to smash the
thread with questions about anything here.

p.p.s. My vision for all of you is to become the top marketers in the world, which I
guarantee you, that you will, and one day I will be the one learning from you.
Buying / Selling Patterns & The Difference Between
Great and Not So Great Copywriters (14.3.21.)

This one is for the copywriters, and it’s a very important...

…This is going to change your perspective on not only getting good at copy, but
becoming one of the best in the world.
This week and maybe into the next I’m going to drop a series of posts from my talk at
Copy Accelerator, because “Nothing Held Back”...
…I had dozens of people approach me, email me, dm me, and find me on LinkedIn and
tell me how awesome it was …
…And of course, had a few get pissy and talk shit about me in their email lists (you know
who you are), because of what I shared destroyed their world view, and lowered the
value of their skills and capabilities as well as just ruined their day …
…In short, they’re still riding a horse getting around, while we’re over here building
space ships.
…I do love me some good drama and I’ll talk about that tomorrow or day after.
Anyway, let's get into it…
One of the biggest roadblocks on my journey was not knowing how to pick who to learn
from.
If you pick the right mentor, coach, whatever…you’ll turn years of effort into months,
because they’ll know how to guide you…
…If you pick the wrong mentor, coach, whatever…You’ll turn years of effort into
decades…
So what’s the difference between a good mentor and a bad mentor?
It’s simple…
…The reason you’re not getting to where you want to be is simple — you don’t know
what you don’t know.
A bad mentor will take your question and answer it, that’s it.
A good mentor will take your question and change it, or he’ll say “you’re not asking the
right question, here’s what you SHOULD Be asking”, and then give you the answer.

The reason being...good mentors not only have the skills but also years and years of
experience so they can contextualize the problem, whereas the bad mentors will just
rehash some shit they heard someone else say. Zero depth.
The #1 reason you’re not progressing isn’t because you don’t have the right answers.
And it’s because you’re asking the WRONG questions.
Think about that for a second…
…A day or two ago someone here asked this question:
“What do you guys think that beginners should know/focus on when starting out with
copywriting?”
The question should be:
“What do great copywriters know that others don’t?”
And I dropped an answer as I was sipping my morning coffee (like I always do)...
…Here it is:
As a copywriter, some of you make it, and most don’t.
Some crush controls, most don’t.
10% will take in all the cash, and are in demand…to the point where they either raise
their prices 40k, 50k, 75k, 100k+ and royalties whereas most settle for what the client
will give them.
It’s not a game of ego, it’s a game of skill…
…And when it comes to the skill, who you learn from is everything in terms of growing
that skill, but it’s not what you think.
Pay attention here, because this was one of the biggest lessons I”ve had in the game.
You see, we all have buying behaviors / patterns.
We all respond differently to what gets our attention, what gets our buying, what makes
us evaluate something, and ultimately what gets us to make that buying decision.
And the way we write copy is a mirror image of our buying pattern.
I’m an emotional / story buyer…tell me a good story, put some emotion in there and
you’ve got me.
Tell me facts, stats and all that stuff — and you’ve lost me.
Now, as you learn from gurus…
…Say you learn from “Guru X”, that guru has a certain buying pattern, he will write
COPY based on HIS buying pattern.
If YOU have the SAME buying pattern as HIM, you will instantly get it and go “of course!,
that’s how everyone buys!...I GET IT!”...

And you'll absoultely crush it using his models and frameworks becasue they are built for
YOU...
…But if you DON’T have that buying pattern as “Guru X”, then you will struggle to adapt
their selling pattern.
Buying Pattern = Selling Pattern

So if you want to sell "Guru X" on something, you just read his copy and use his pattern
on him and he'll bite.

Copy is nothing more than salesmanship in print right? but that salesmanship part is key
here...how you buy is how you sell.
When I talked to a lot of the women in this industry, this was very evident, they struggled,
because ultimately women buy differently than men, and learning from a man and trying
to adapt his buying pattern isn’t natural, it’s very difficult.
So for me personally…I have the same buying pattern as Gary Halbert, so I learned the
foundation of my copy from Gary, but when I would listen to Clayton Makepace and Gary
Bencivenga, it wouldn’t really click for me…
…Once I mastered everything from Gray, THEN I could build on top by taking what was
useful to my buying patterson from Clayton and Becivenga and others.
This foundational difference is what totally fucks your confidence and grwoth, beacuse
you’re trying to grow by being soemoen else, and not being by yourself.
Case in point:
I had a guy pay me and come to down this week for me to help him with an offer…
…I go ok Dale John, let’s write some copy…fucking torture, I could see it in his face.
We’re there talking and I’ll ask him something and he goes “Here’s the thing” and he just
explained everything in about 7-8 minutes perfectly, better than any copy ever could.
And I go…well that’s your buying pattern, and you’re trying to sell like my selling pattern
and you’re totally fucking up.
So I came up with a frame work for him, and it was pretty simple…open anything you
want with a statement “here’s the thing”, “here’s how it works”, “here’s why” and then
have an end point (a CTA) then just connect the two…
…I pulled my iPhone and he literally banged out the whole funnel + 10 ads in literally 40
minutes.
All because I recognized his buying pattern and was able to put it into a selling pattern.
So here’s the lesson for you…
…When you read someone’s copy, remember…you are reading their buying pattern,
that is how THEY are convinced, but it’s not how YOU are convinced.
The litmus test of this is, if you read their copy…would YOU buy it? If the answer is NO,
than that’s not your buying pattern.
So zoom out, and say “what elements can I use out of this to adapt to my buying / selling
pattern” and do it…
…Had a call with Andrew Purdum, same thing…he wrote a letter selling in the survival
space…
…My feed back was after talking to him…”This isn’t you man”...
…Let’s put this shit aside…I want you to just sell me this, no copy nothing, just let it flow
from the heart…
…And he did, the stuff that came out of him, made me want to buy, and it was EASY for
him…
…And while he was doing it, his face changed…you could see he was really into it vs
self torutre trying to sell using someone else’s buying / selling pattern.
So I know I did that class about the Podcast VSL, and tbh…it was 30 minutes and I
forgot to include a lot of the details that made it tick, and this was one of the reasons it
worked so well for Scott…
…Scott spent 2 years stuck at a $100k a month, because he was using someone elses’
buying / selling pattern…
…All I did was recognize his buying / selling pattern, embraced it and packaged it, and
the rest takes care of itself.

Bam $100k / DAY and $3m a month.

The only thing holding you back is that you’re asking the wrong questions, which no
matter where you go or who you ask, you’ll always get the wrong answers (because the
question is wrong)...
…The game gets real easy once you know how to ask the right questions.
Talk tomorrow,
Alen
The 10 Minute VSL - Breaking the 4-minute mile of
marketing (21.2.21.)

Get in, because we’re about to break the 4-minute mile of marketing…

…We’re going to write a 10-minute VSL that converts…

…oh wait, we already did ...

But yeah Alen…how many markets? Three (so far)...

…Makes you wonder what else is there doesn’t it?

I’m going to open this with a thought…

…”Money is the cheapest thing you can spend”

…You can always make more money…make it, borrow it, steal it…put it on a credit card, get
a friend to lend you some…it’s everywhere…

…But time…time my friends is the greatest and the most limited currency in the world, and
we’re running out of it…

…You can’t go to the bank to get more time.

…You can’t put more time on a credit card.

…You can’t borrow it, you can’t steal it…you got what you got…

…So money is the cheapest thing we can spend”...

In various threads, I’ve alluded to a new type of VSL format that’s crushing it on YouTube…

…And I’ve kept it under wraps for months…

…The reason being is that people (my friends and clients) are using it and asked me not to
talk about it here…

…Legit “Alen, don’t talk about this shit in NHB, let’s use it”...

It…Understandable, when money’s coming in, having a massive 1st mover competitive
advantage is a big deal…

…You know “real business” type of thing.

So I’ve compromised here, out of respect for their businesses — I”m NOT going to show you
their offers that are running it, if you see them — you’ll know — so plz don’t ask.

Let’s get into it...

Recently I wrote a new lead for a health offer…

…And instead of being your standard horror story opening where something kind of
bad/embarrassing happens…
…We decided to amp it up and do something that has never been done before…

…And that something is to write a Eulogy, spoken by the child of the person who died from
being overweight. *tears*

So I figured where better to write a eulogy to the long-form VSL…

…It’s not quite dead, but it’s only a matter of time (I give it 2-3 years).

*ahem - takes a shot of whiskey, tear dripping down my face, sad face on*

“I first got to know the long form VSL back in 2008, when the gigabrains at YouTube figured
out how to compress video, and thus the market was shifting from the written word, to the
spoken word on video…

…The change was scary to most of us, because most of us were and still are introverts who
loved to play the game behind the scenes.

…The new change meant that we might have to go face the world on video, as gurus…

…Some of us became gurus and by pretending to be marketers.

…The rest kept us kept true to the game and remained hardcore marekters pretending to be
gurus (me included).

Low and behold Keith Wellman did a launch with a standard text on power point VSL and it
worked…

…Our fears were gone for the time being…because we could continue playing the game
without getting on camera to guru.

…The first wave of high end VSLs I wrote & produced were $497 bangers that made
millions…

…The second were Clickbank offers that made even more — that kept half of Utah working
in phone rooms selling coaching off of our leads.

…The third were when I shared how the whole thing worked in Ryan Deises mastermind
back circa 2009-2010, where the so called “fathers of the VSL” sat next to me, and stole my
ideas parading them to the industry as their own — I never shared anything anywhere since
(until NHB), because honor in the game is all we’ve had…

…And the ones who couldn’t innovate, could steal, so they did.

Agora started to use them and made billions thanks to Rich Schefren.

We all did well…

…Then then the rest of the world caught onto the little lucrative game we were all playing…

…Sitting on couches, hanging out in coffee shops, traveling the world, and buying out clubs
in vegas — all because we knew how to do something…
…Take the written word and put it on the screen, behind a powerpoint in a 45-minute
presentation…

…Send clicks in and money would come out.

Clicks in, cash out, life was good.

Then attention economics started to shift.

Google came along, and acquired YouTube and made it possible for people to share content
easier and faster than ever before…

…The 1st wave of YouTubers showed us the path, and then Google allowed profit sharing in
their ecosystem and the whole network got flooded.

…Instagram followed and got everyone promoting products “Link in the bios”…

Then TikTok was born and shorts became the norm…

…And the next thing you know…the whole world wanted in on this little lucrative game we’ve
been playing secretly for so long.

And with that…the one thing we could easily get with long form VSLs started to disappear…

…Attention started to disappear, becoming the most valued currency in the world.

…We tried to innovate different formats, the webinars, the challenges, and other things…but
each would only last so long, because attention was dwindling.

Today, as I still play the game — being a hardcore marketer pretending to be a guru, looking
at gurus pretending to be marketers…

…I see a big shift happening in the game, which in time to come will cause many to write
their own eulogies on their offers and businesses.

And that something I see are the massive drop off watch rates on VSLs.

● You can see it in the comments…”get to the fuckiing point man!”

● You can see it in the stats…massive drop offs.
● You have 100 people come, and by minute 45, you have 6 people left watching.
● That’s only 6 people who can and will give you money.

94% are gone and it’s only getting worse, and it’s not going to get better.

Sure you can retarget them, send email to follow up, and bomb them with SMS…but that’ll
only get you so far, after all…it’s a one-shot, one-kill type of game.

Attention is becoming more and more scarce.

After all, it’s a whole lot easier to create content and get paid for it, than it is to have a real
job.
And more and more are coming in.

So with that in mind…you’ve served me well my friend, and you’ll always have a place in my
heart and book of strategies when the timing is right, and when we go into older / low
emotional state markets…but for now…rest in peace.

Now…let’s take a shot of Vodka, cheer th fuck up and talk about the new, better, faster and
stronger.

For about 10 years…we knew that if we could compress a VSL to 10 minutes, we would win
the game.

Because we knew that our upsells were 10-20 minutes, and they crushed, with massive
price elasticity.

But because of the industry dogma surrounding the “long form VSLs are the only way bro”
we couldn’t see the forest past the trees.

Sometime around 2012ish (I retired for 2 years btw to ride bikes)...

…Binary offers came to rise, in which you had 12-13 min VSLs crush it, but those were
scams.

What made them work was the high effective phone teams based out of Isreal who took in
billions of dollars.

I came THIS close to doing binary offers, thank god I never did, because many of those guys
are now royaly fucked.

The US govt is still going after them. Google it for yourself.

Nonetheless, they got people “to do stuff”.

So the problem of writing short-form VSLs for so long was that the long-form VSL crushes
it…

…In three areas.

1. An unaware market, where you need to say A LOT to explain what it is that you’re
selling to someone so they can connect the dots and have that AHA moment, where
it goes “well shit, I better get that, of course!”
2. A market that’s in a low emotional state market (I have yet to write about this) where
the end user just feels terrible and is looking for anything, anyone that understands
and can help (95% of all supplement offers btw — hence why you feel icky writing
them)
3. And umm people who are 45+ demographic (in low emotional states)
In other areas, long form actually costs you more than it makes you…not in money, but in
TIME, and ATTENTION.

Now speaking of time, money and attention.

The buying process is composed of MICRO (relational) transactions, and once you stack
enough of them up become MACRO (financial) transactions.

There are many micro transactions, but the main ones are attention, time, and money.

When your customers buy anything from you…

…They’re paying with multiple currencies.

1. First they give you (pay you) you with attention (they could be watching something
more interesting instead)
2. Second, they give you (pay you) with time (they could be doing other shit instead)
3. Third, they pay you (give you) money, (they could be buying something else instead)
In short attention economics > financial economics.

Hence, why I compete on economics, not copy…because you have attention economics,
time economics, financial economics…all in all economics is all about trade-offs.

So you have to understand psychological trade-offs.

Trade-offs as in…in order to get someone to buy something from you, you simultaneously
have to get them to agree not to buy something else.

Think about this…

…When super gurus come to me and pay me $50k- $100k to help them do something they
can’t do, which is often btw…they’re trading off buying that Rolex, Car, whatever…and
instead of giving it to me.

So this whole thing is based on the economy of words.

This means that a huge portion of your to-be customers are never going to be your
customers because they no longer want to sit thru a 45-minute pitch…

…And why would they… there are a lot more interesting things to watch out there.

(Sidenote: the recent iOS update, really derailed this, because the only thing that was
keeping things going was the fact that the algorithm knew how to time the intent so you go
thru the sales process, that is a thing of the past).

There was a lot of foreshadowing of this…people not wanting to sit through webinars,
bounce rates, etc…your data will tell you the story.

There is a massive resistance sitting through a long-form VSL.

I personally hate doing it, no matter how interesting it is.

The other thing is…writing 45 min VSLs is like giving birth. It’s A LOT of work, fucking
exhausting…and even then, might work, might not…and when you edit, it’s like doing
surgery, what do you cut out and replace?

Now, back to market awareness…most markets are fully aware of everything these days,
we’re living in an era of over awareness…
…And with this, comes something else, and that something else is “I don’t give a shit about
YOUR story, what’s in it for me” mentality…

(The ratio of “I care about your story” to “what’s in it for me” has shifted a lot)

…This mentality of “what’s in it for me” allows us to strip out the puffery of a massive VSL,
and strip it down to the essence.

…So while everyone else is trying to figure out “what to add to the VSL to make it convert
better”...

…I’m gutting them, asking myself the question of “what can I take out to make it better”?

So I did…I gutted it, and here’s the carcass of the VSL format that converts…

As a result what you get is a 10-15 minute condensed VSL, that converts 3-4% on YouTube
traffic.

Now let’s dig into the economy of time, attention, and words here..

1. If you look at the drop off stats of your VSL, you’ll see roughly 60-70% of your people
still there 10-15 mins in.
2. Beyond that the drop off is big
3. What this allows us to conclude is that we can toss more bodies into the checkout
page
4. You will lower the AOV because obviously the intent is not as high
5. But with the loss of intent we gain attempts at the checkout page
6. So the overall net effect is lower AOV
7. But higher throughout put of buyers, meaning more people buy
8. This cumulative effect allows us to send more people into the upsell path, and
ultimately to the back end
Note…

I’m not going to post the link to the exact word for word template we’re using, that’s going in
the CMO / CRO training and also the new product we’re creating called “Automatic
Courses”, how to sell courses on YouTube.

But, here’s the framework, each sentence should be a short, punch you in the gut paragraph
that focuses on the economy of words, say what you have to say, no more, no less.

1. Big Promise with a time limitation — in the next X minutes, you’re going to discover
or I’m going to show you how -> big benefit
2. Establish Authority - my name is (name), and I (big claims about yourself that make
you an authority, superhuman feats of strength)
3. Big Claim and Pre-empt objections — I’m able to do xyz, because I know how to
(xyz)
4. Authorities (others) smarter / better than you doing it — in fact, there’s a reason, so
and so is doing it.
5. Urgency — but you have to move fast and it won’t last forever (insert reasons)
6. proven system/proof it works — prove to them it worked for you and others
 7. Build 3rd party credibility — there’s a reason I (or this system) was featured on
(authority sites, podcasts, etc)
8. pre-empt objections/ know-it-alls — remove anything they think it has to do with, it
has nothing to do with XYZ, blah blah
9. Let them in on a secret only the elite know — show them how the elite are the ones
who’ve been using this for years…elite athletes, millionaires, billionaires, whatever…
10. Discovery story (short) — how you stumbled upon this…”I 1st discord this when I
was blah blah”
11. Restate big promise — and that’s why I’ve been able to (big claim) and why you can
do it too
12. Present the scarce opportunity — put some urgency here, but it won’t last long
because (reason)
13. Proof it works — restate proof, like I said…this is the best and fastest way to (get the
outcome they want)
14. The altruistic reason why — and the only reason I’m doing this is (insert selfish
reason)
15. Future Pacing — Here’s what will happen once you start using this, blah blah
16. More proof — testimonial stack of who did what with using what you’re saying
17. Transition to offer — I’ve created (something) that will help you do the same thing, it’s
a (insert product)
18. Price Justification — The reveal of what this actually costs, and why you’re giving it
away…
19. Risk Reversal — money-back guarantee
20. CTA — tell them how to buy
21. Urgency — time limit
22. CTA - tell them how to buy
Now let’s switch gears into the dark lording aspect of all this, you know I have to season a
post with some dark lord flavor…

…The TYPE Of customer you can generate here is the real magic here…

…Because what you get on the front is also what you get on the back…

…Meaning — if you sell a certain way on the front, you’ll also have to sell that way on the
back end to make it work.

This has everything to do with convincer models, which I will talk about in future posts and
training (also why 90% of copywriters can’t ever write like their idols)

Now, let me unpack this a little bit more to dimensionalize the significance of this.

If you’re using a long sales format on the front that has a shit ton of data points to convince
them to buy, then when they get to the back end, they will need those data points to buy
again.

They have a buying pattern.

If you’re using the short form VSL, you’re omitting a lot of data points, and instead focusing
on the core drivers of desire. This creates (this is going to sound fucking horrible), a gullible
customer.

When you get this type of customer on the back end — you’ll hear “sure why not!” vs “What
about that and that, and this and that”.

it’s buttery smooth converting them (given your sales team is skilled).

So what’s cool is you can modulate this anyway you want to get the exact customer you
want.

Now…as for the markets this has worked in so far.

● Finance market 15 min VSL > crushed 40 min + VSL

● Finance market offer #2 10 min VSL > crushed 48 min VSL
● Health market 6 min VSL > Crushed 40 min+ VSL (in fact, the 6 min VSL got
uploaded straight up as an ad and just sends to check out)

Now…get the fuck off of FB and NHB and go make some money.

Much love,

Alen Sultanic

p.s. Drop bombs in the comment section.

Quick Sunday Tip: How to mitigate chargebacks (so
you don't lose your ass) (20.2.21.)

I shared this tactic as a comment over on the rent-an-offer post, and it got a bunch of
likes, even though it was buried about 8 sub-comments in, so wanted to bring it to the
surface for the rest of you to see...

...Because if you're going to run offers hard, you will have chargebacks.

And aside from them costing you $25-$50 per Chargeback, you'll have your MID
(merchant account) hold a chunk of your $ for 6 months (also known as the rolling
reserve) and potentially lose it.

If they hold say 10%, that means your cost of doing business has gone up 10%.
Everything just got a lot more expensive, and when you're doing volume...that hurts.

So, here's how it works:

1. Customer buys something

2. Customer maybe also buys something on recurring

3. Customer forgets

4. Customer looks at the credit card statement a month or two out

5. Customer doesn't recognize charge because of some weird name (your statement
descriptor)

6. Customer calls the bank and files a dispute

7. Even if you win, you lose.

8. The end

(unless you're an O.G. Dark Lord like ones o the past who legit had "Gas Station #117"
as their mid descriptors - so no one ever thought twice about it — seriously, don't do
this)
Now...if you look at credit card psychology, the way it works is that people pay for
something, and pay the CC off, and they're done with it. Out of sight, out of mind.

But if you have recurring ANYWHERE, then they'll chunk back and refund/chargeback
3-5 months back.

The Psychology:

1. They Google the descriptor to see what the hell this is all about.

2. If nothing comes up, calls the bank freaking out.

3. See below for how to fix it

The solution:

1. Run Google AdWords search for your mid descriptor.

2. So if the credit card statement says "NHB+"

3. I will run keyword ads on Google for "NHB+"

4. The ad will say "Unrecognized charge from NHB+?

5. They click, the page is a simple page, that explains what the charge is and how they
can get a refund (maybe have a video, maybe have a number they can call, whatever,
you decide, the more the better - and add a few fancy logos that show you're a legit
business)

6. Make sure you have two Google accounts so you can get both of the top spots on the
search, works better

7. Vary the ads so they're not the same ad twice.

This is what we did in the dark lord supplement trial days to combat chargebacks, and it
works very well.

Oh, and one more thing...this will also prevent the whole "OMG THIS IS A SCAM!!!"
bullshit taking place online...
...SUPER dark lord AF post coming about this and how to turn it into an advantage that
makes you damn near untouchable.

Have a good one,

Alen

p.s. If you need help with payment processing (outside of Stripe), holler at Dave Carlin

p.p.s. Stripe is looking to go public soon, which means a whole new set of accounting
standards, and they're going to get strict, so it's good to have a few backups.
Rent-an-offer: a new (better) model for selling
information products (19.2.21.)
This has been in the pipline for about 3-4 weeks now, found some time to bang it out. I
think it's going to be one of the biggest game changers in 2022.

About 13 years ago, everyone was selling $97 ebooks. That was the standard pricing
model for information products.
Then Amazon came out with the Kindle store and pegged the price at $20 or so for a
book, and then people no longe wanted to spend $97 for an ebook…
…And so the market shifted to selling $17-$37 ebooks.
While that was happening…I started selling $497 front ends using VSLs and the heroes
journey model I talked about here, and as a result made millions of dollars.
From 2014-2018 I made millions selling using automated webinars, and then switched to
$5-$27 front ends (and made millions of dollars with that).
The reason I made these moves wasn’t because I wanted to be different, it’s because
I’ve always known that there isn’t a customer, there is a spectrum of CUSTOMERS.
For every 1,000 people that come to your page, you will have 10% that buy the most
expensive thing you offer (I’m one of those people), and you’ll have 20% who buy the
cheapest thing you offer (have lots of friends like that).
The other 70% if somewhere in between.
The thing is, that 10% tends to outspend the bottom 90%, hence $497 VSLs, and then
the flip of super low ticket while everyone was focusing on the high ticket.
This is what I call the saturation point of the pricing spectrum.
(I do a lot of next level shit I haven’t even begun to touch on here in NHB yet, such as
pricing strategies, will cover it in time to come).
This saturation point takes place everywhere, and it manifests on all planes of existence
in offers.
One of the areas it manifests itself is in the idea of “ownership”.
People don’t really want to own anything any more, they want to get access to it and use
it.
Let’s breakdown some areas where this is taking place.

● People don’t want to own vacation rentals, they want to airbnb them.
● People don’t want to own cars, they want to uber.
● People don’t want to own CDs, they want to buy a song.
● People don’t want to own movies any more, they want to rent it, watch it and be
done with it.
● So on and so on…
A few industries that intuitively got this were the software industry, and the porn industry.
Ownership tends to come with a few costs.
1. The up front price is far higher, than renting
2. The on going value deteriorates over time and the upkeep is higher (in physical
goods only)
This means that in the grand scheme of things…people will only want to own things that
they either deem extremely valuable or in the sense that they have no choice to access
it, other than owning it.

We're living in an era of access, not ownership.

If you can get the same thing, for less money, and use it, why would you want to own it?

Which brings me to the point of the idea of funnel centric marketing models — which I
think are deeply flawed models that are the shittiest aspect of direct response as a
whole, because they’re always forcing the end customer to “want something” instead of
opening up “the spectrum of desire”.
So take for example a funnel centric model.
1. You land on a page
2. You see a fancy sales letter
3. At the bottom is add to cart
4. You click add to cart, and you’re gang banged by a bunch of upgrades that make
you feel like shit along the way
5. You land in the back alley of the upsell path where you’re jumped and robbed by
another one making you wait
I’ve changed this model using self sorting upsells, you can read about them here:
Here:
https://www.facebook.com/groups/nothingheldback/posts/613695763364119/?__cft__[0]
=AZWcNZlbqdYeg47W2YCItt9Ov3amfcM0k5KkwL6JCdPz9-z6K4VrSZ5Z7OumlCYM4gf
e1ITjuZpoR5PZBl_WjKi7HNW7awvzIbCJAYqHH53EKyGW5rDV54rLDp14dBko5YgujR3
rH7-5WUvf6vrX9w8m&__tn__=%2CO%2CP-R
And a ton more innovation I’ve contributed to direct response which creates massive
lifts. Self sorts will boost up your AOV, and everything else I share will too.
Now…let’s apply the same line of thinking the front end.
Until today, until this very post here that you’re reading.
You had one option, which was to have an exit pop as a discount to get the customer.
Remember:
1,000 people land on the page, only a certain number will buy what you’re asking.
You’re not opening it up to the other customers on the spectrum.
Now before I unpack this can of marketing whoop ass on you…
…I have to back track and unpack something else here, and destroy some marketing
dogma.
AOV is not the end all be all metric.
AOV is the sum total of all the parts in the funnel, divided by the number of purchases.
EPC is the end all be all metric, because EPC is what turns a CLICK into CASH.
EPC is the GENESIS of the AOV.
And this is where good sales copy comes and is the genesis of the AOV, it is the spark,
the AOV is the fuel that causes it to burn real hot (aka get money).
The problem is copy tends to convert in very very small percentages, for reasons I’m not
goin to get into this post here (otherwise it’ll be a fucking book).
Which means that it’s severely limited in terms of what you can do.
There’s only so many ways you can say “Hey lose 20 pounds”...eventually, we’re
competing on marginal differences at scale.
(No, your split test of 50 vs 50 sales isn’t going to cut it, we’ve seen a control get beat on
250 sales, and then 250+ sales the other one beats it by a mile — so unless your split
tests are 1,000 sales, they’re statically not accurate at scale, in smaller numbers sure).
EPC is is the genesis of AOV, but your AOV has to be thought of as MAXIMUM AOV,
what is the MAXIMUM your funnel can bring in, and what is the average and what is the
lowest, this spectrum is what allows you to absorb the MOST customers in…
…INCLUSION marketing, NOT exclusion (funnel centric models).
Anyway so what’s the solution?
You offer a choice to rent your product.
You offer a choice to get access to your product for say 2 weeks, maybe 3 weeks.
So you have two options on the front end:
Option A: Buy the course/ebook/whatever for $47
Option B: Rent it for 2 weeks for $27 (save 20)
This now opens up a lot more possibilities for you in terms of architecting the sale
process (this is what I’m going to be focusing on teaching you in the CMO/CRO training
and NHB+, how to create the world's best sales processes, and there are formulas and
ratios you need to know).
So you know how the option A works, buy a book, we’ll skip talking about that, afterall,
you’ve seen the model for years.
Instead, let's talk about how option B works, renting access to your products.
So say you offer a 2 weeks for $27, you can justify it $1.9 per day. On the checkout
page, you can offer a bump to extend it 2 more weeks, you can offer a bump to upgrade
to ownership for $10, in the upsell path, you can mirror it.
You can then attach a optional condition of “I’d like to upgrade to full in 2 weeks, unless I
elect to cancel, automatically turn it into ownership”.
You can create sequences that their access is about to expire and then get them to
come back in.
And ultimately you’ll increase your take rates on the front end without the notorious piece
of shit that never ever really works and also destroys your upsell path - the discount pop
up.
This distance between rent and ownership also comes into play, the ratios that affect
psychology.

You boys and girls are a smart bunch, you'll know exactly what to do with this.
We’re rebuilding our offers now, mostly because we bought out our partners and have to
restructure the content so that they’re no longer in the product, and one of the things
we’re doing in the rebuilding of those offers is implementing this architecture in it.
Oh and you know who else uses this architecture?
Porn sites and Amazon kindle store, go take a look for yourself.
Renting has time pressure…which increases the consumption of your content…
…Oh and wanna know the best thing you can do to ascend your customers into high
ticket? have them consume your content, so they have buyin, into your ideas, thoughts,
vision, whatever.
Anyway…more nukes coming your way.
Talk soon and have an amazing weekend,
Alen
p.s. As always, drop comments below if you have any questions, comments, etc…

---

After post addendum: The main reason I love this model, because it marries the best of
both worlds, the free trial model, and the buy now model. It lives in between, and doesn't
force either. The free trial model is the highest converting model in existance, next to
free, but it comes wtih a bag of problems.
The Upsell Unbounce - How to instantly add 10-30%
upsell take rate to your upsells (without touching a
thing) (17.2.21.)

The upsell path…

…The one thing that makes the economics of an offer work.
…Without it — we have nothing…clicks turn into loses, instead of profits, and hopes and
dreams are lost…
…Ok not that serious, but the upsell path is a key player in the game of offers…
…In fact, if you don’t do it right, you can’t scale, simple as that.
Economics > everything else.
Hence why you’ve seen me share a fuck ton of breakthroughs on upsells and the upsell
path, and how to do them right (more to come, especially with the copy and psychology
aspects).
So let's talk about the upsell path, but let’s look at it differently.
(Note: Upsells have price elasticity of 100x. So if your front end is $1, your upsell can be
$100. A safe zone to be in is 10-30x for optimal AOV contributions).
(Note #2: I don’t look at upsells in conversion percentages, percentage of what? You can
lower the price of something and increase the conversion rate, but lower the AOV
contribution, you have to look at each one as AOV contribution).
Most people when optimizing an uspell path are looking at a page, and they’re looking at
this page and trying to figure out how to have the person give them more money for
whatever they’re selling…
…Most focus on copy - trying to twist words, phrases and thoughts to put the person in a
buying state (thinking that copy is the end all be all of offers, it’s not, because 99.99% of
commerce runs without copy). If there was only a better way to say this, it would work…
On the other hand…
…The dark lords focus on elements on the page to make them buy more…self sorting
upsells, and all the other stuff I shared here - do a search for my name and you’ll see
them...
…But there is one problem with all that — if a person lands on that page and just
bounces off — before having a chance to read the headline, watch the video or engage
with the sales process of the offer — there isn’t ANYTHING you can do to make them
buy, they’re gone.
…Well maybe you can hit them up on the email follow up, this does boost it 10%, but
whatever.
And THAT, my friends, is exactly what I see happening more and more on offers.
The bounce rates of upsells are increasing. I’m seeing 20-40% bounce rates on some
offers now. That means 20-40% enver even get a chance to buy upsell 1.
Look at your stats and see your bounce rates.
People are buying the front ends, and bounce the fuck off the page, never to be seen
again.
Sure you can put a cute little banner up top “step 1 of 3” or “warning your offer won’t be
processed, blah blah blah”...
…And that might add some juice, might not.
Why? because the 8 million pound Gorilla of digital commerce — Amazon — sets the
stand for buying behavior.
So you buy something on Amazon and when you’re done buying — you hit the
confirmation page, and you’re out, done deal, NOTHING to think about.
And this is becoming a bigger and bigger problem.
So how do we stop this bounce out?
…Well, instead of focusing on what’s happening on the page…
…We need to focus on what happens BEFORE they get to the page.
So wait Alen…checkout page?
Nope, what happens in between the checkout page and the upsell 1 page.
THAT is the space we have to focus on to fix this.
This is the space where they go from that buying high, to that dopamine infused release
that they’re going to get something and in that excitement they leave…not being aware
there is more to be had on the next page.
So what we have to do is slow them down, get them to stop, get them to wait…
…So they can have a little more patience.
And the best way to do that is to delay time.
We all know the people search sites such as Spokeo and such are the best lead gens in
the world. Seriously, go study them. I spent 100+ hours living in those funnels.
We know that this unbounce phenomenon is prevalent on ads, they click, they bounce,
you pay, they don’t buy.
Hell, there is even a company called unbounce built for this reason but for landers.
So what if…
…What if…we take that concept from ads and move it to the space in between the
checkout page and upsell path?
What would happen…
Upsell take rates increase…
And if the upsell take rate 1 increase, that means everything downstream
increase…creating a massive lift.
So how do you do it?
It’s simple…
Put a page loader on it.
Literally google “CSS page loader” and put that in between.
You can play with it…you can have the page loader, set a timer for say 15 seconds and
have it say “processing payment”, “creating members area”, “loading your account”,
“make sure you watch the welcome video”.
And of course that welcome video is your upsell 1 page.
Now this…this is going to move the needle for you, and make everything else you’re
doing that much better in your upsell path…
…Because they’ll do one thing the upsell itself can’t do — which is make them consume
the sales message.
As always, if you have any questions, drop me a line in comment box below.
Enjoy, and have a great rest of the week,
Alen
p.s. Here’s what I’m going to be dropping in days to come.

● How to increase your checkout page conversion by 30-50% instantly

● A new model of selling courses and offers
● A new VSL framework anyone can write that’s crushing the standard VSLs
● Why I stopped competing on copy (back in 2014) and started competing on
economics and why this is the only way to win in the ever competitive market.
● The difference between low emotional states and high emotional state and how to
craft offers and copy for each one
● And much much more…My notes file is about 1,500 pages at this point and there
is so much more — which we’ll be covering on the CMO / CMO training.
NHB Email Subject Swipes - 1,000+ subject lines you
can use for fun and profits

Alright guys, so before I've alluded to that I use to do a shit ton of email marketing, to the
tune of buying millions of leads from various CPA networks and mailing them (mostly biz
op and health) - plus a ton of other offers.

There was a great thread that popped up yesterday where someone asked the best
scarcity-based email subject line, and I posted one of my fav. ones and 50+ of you liked
it...

... This made me think that hey...maybe there's some value to it, so I forwarded about
1,000+ emails (from one of our offers) to my assistant and she pulled them out in a neat
gDoc, so here they are....you'll know what to do with them.

Oh and feel free to add your own in the subjects.

I'm gonna be dropping some mind-blowing shit in the group next 7 days, so stay tuned.

Enjoy and have a great weekend.

////////// Emails Start Here //////////

IMPORTANT
You… at $10k/month?
Don’t Miss Out!
Here’s My Secret…
Want To Be An Online Millionaire?
Get Coaching From Millionaires
You, Struggling To Make An Online Income?
$100M/Year From This One Page?
REVEALED: The #1 Secret of online Millionaires
ONE Master Secret to 11k Per Day for 6 Years Straight
Don’t Miss Out!
Want To Be An Online Millionaire?
wordpress/email funnels
1-page affiliate site that made $500,000 in commissions
CLICKBANK
Last Call
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(ACT FAST) 19 Hours Left
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Here’s My Secret…
Get Coaching From Millionaires
You, Struggling To Make An Online Income?
Their CLIENTS made $3 Billion?!
IMPORTANT
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REVEALED: The #1 Secret of online Millionaires
Last Day…
100K/year in comm’s with these simple pages
100k/year without any paid traffic
1 HR TO GO: Build Unlimited Traffic Magnet Pages & Sell Anything
How To Create Viral Traffic Pages in 5 Min
Simple “Money” Pages Making Thousands Each?
10K+/Month Building These Simple Traffic Magnet Pages (5 Min)
How These Guys Do 100k+/year without any paid traffic
ONE Master Secret to 11k Per Day for 6 Years Straight
[Starts Now] Here’s How to Make 11k Per Day (for 6 Years)
[1 PM CT] Steve Job's, “Don’t Innovate” Strategy Makes 11K/Day for 6 Years
Clone the Business that Sold For $1.5 Billion
they’re pulling the plug.. (open before tonight)
STOP. (can 1,000+ people be wrong?)
What if you DON’T do something?
I know what you did
Reverse Engineer $11,428 Per Day Since 2007
First $1k day in less than a week!
Are you coming? (today at 7PM EST)
Your boss will HATE this
136K From Just 1 to 2 hours a day?
The 11K/Day Holy-Grail Solution
11K/Day, from Scratch w/o Prior Experience…
(first name), Last Chance…
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[SUCCESS] He made $3700 in one day! ????
36 Hours in and already making sales [PIC]
3 Step Method To $1k/day...and scaling up!
[Training] #1 Clickbank Affiliate makes $981,000 in one month!
almost SOLD OUT (very last chance)
they’re pulling the plug.. (open before tonight)
Your private invitation expires tomorrow night
I know what you did
Why I (kinda) HATE this new business model…
Are you coming? (today at 7PM EST)
STOP. (can 1,000+ people be wrong?)
brand new 8-figure online biz model.. (tomorrow)
Your boss will HATE this
KISS $424K GOODBYE
What if you DON’T do something?
136K From Just 1 to 2 hours a day?
REPLAY: How to Do $100-$500 /hour without ANY special skills?
GOING LIVE: Simple Side Hustle That Makes You $10K+ a Month (NEW)
[Courtesy Reminder] TODAY: Simple 10K Per Month Method Revealed
How to Profit From The $161 Billion “Hidden” Market NOBODY is talking about…
Who Else Wants 10K a Month From 1 to 2 Hours a day?
Is This You
we’re starting… where are you?
Can You Believe Things JUST Got Better?
Passive income, even if you have nothing to sell
LIVE Today: Collect $140/Day with this Secret Traffic Source…
This Email Could Be Worth $10,000+ To You (Details Inside)
Who Else Wants 10K a Month From 1 to 2 Hours a day?
free traffic training pulled in less than 24 hours
Here’s how to get 1,841 quality leads per day without lifting a finger
FREE TRAFFIC TRAINING (72 hours only)
Your FREE encore traffic training details for tonight
[invitation] free workshop tonight at 7PM EST
NEW VIDEO (about rapid automated traffic)
NEW! How to get 50-500 new leads per day on autopilot
new traffic source 20X more profitable than Facebook?
Final Chance: Your VIP Program Closes In 12 Hours…
PDF Download: $140/day with Google using free passive traffic
Replay: How To Partner with Google to Earn $140/Day
LIVE Today: Collect $140/Day with this Secret Traffic Source…
Passive income, even if you have nothing to sell
How to get more people to BUY from you…
I’ve scored a HUGE win for you… (you gotta see this)
Join these entrepreneurs before it’s too late
A Painful Story with a Powerful Lesson
This Email Could Be Worth $10,000+ To You (Details Inside)
Can You Believe Things JUST Got Better?
The 1 Most Important Skill To Master When Running a Business…
Do You Want to Grow Your Business & Meet One of Your Idols?
[Hot Off The Press] Amazing Entrepreneurial Opportunity!
Someone Is Getting Rich. Why Not You
Is This You
SUPER IMPORTANT (read now)
I’ve been dying to share this with you!
I’ve got a challenge for you
GREAT news (here’s why)
the GREATEST thing to growing a “money tree”? (today only)
a complete newbie: 7,173 in 3 days! (wow)
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Replay Online
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1K A Day Training Tonight
The 1K A Day Strategy
Less than 2 hours left to get Six Figure Success Academy (Open this right now)
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This Is Important
The Six Figure Success Academy, am I the only one with a bunch of questions?
the GREATEST thing to growing a “money tree”? (today only)
they watched Netflix & earned 11,752.. (proof)
SUPER IMPORTANT (read now)
Are we still on for 7PM EST? (LAST CHANCE)
Uh-oh, your invitation is expiring
a complete newbie: 7,173 in 3 days! (wow)
GREAT news (here’s why)
Amazon CEO shares secret to erasing regret.
Business is easy when you’re the first…
They’ll build your business for you.
Why it’s too late to start an online business.
Real world business looking for partners…
I’ve been dying to share this with you!
[IN 1 HOUR] Blake Reveals The 5-Steps To Your First $1M Funnel
[WORKSHOP TONIGHT] Last Chance To Register For Your Free Webinar
[SECRET Workshop] The BIG Secret To Your First $1M Funnel
Winter is coming
are you joining us?
Final Call (Expiring Now)
Live Training: Blake’s 23K Per Day Funnel Secrets Workshop
[INVITATION] How My New Friend Earned 1M in 43 Days…
Live Training: Blake’s 23K Per Day Funnel Secrets Workshop
CLOSE-OUT Tonight
[INVITATION] How My New Friend Earned 1M in 43 Days…
(replay) launch your online business in your spare time
bad case of FOMO
today’s list-building workshop
your email list
LIVE case study: one million email subscribers
Winter is coming
[Final Hours] Replay expires soon
[LAST DAY] 3 essential elements to get dialed in
What do you want to hear first?
[RECORDING] Did you miss Daven’s training?
are you joining us?
(time sensitive) did you reserve your spot yet?
Open up if you want to grow your business!
Unlimited leads for your business
Final Call (Expiring Now)
Replay Expiring (Last Chance) - $2,500 a Week With FB Messenger
Is This For Real? $2,500 a Week With FB Messenger
Free class starting shortly... jump on
Free Facebook Messenger Marketing Cheatsheet
[Good News] $2,500 a Week Using Facebook Messenger?
[TOMORROW] free coaching on joint ventures
What do you think of this new Facebook strategy?
Too Many People Showed Up
How to get what you want, starting TODAY
LAST CHANCE TO WATCH
final reminder…
This goes away tonight
[Case Study] $27,334.07 In One Day With An Ecommerce Store
What do you think of this new Facebook strategy?
[TOMORROW] free coaching on joint ventures
recording of yesterday’s webinar
the best resource I’ve seen - yours FREE
[WEBINAR REMINDER] did you register yet??
[FREE TRAINING] build your biz with promotional partners
these 6 simple steps can make all the difference
DEADLINE – Final Warning
Important
[Case Study] $27,334.07 In One Day With An Ecommerce Store
Last Chance to Watch
Too Many People Showed Up
How to profit by selling $0 products
[Video Training] Invested $188 and turned it into $31k
[LIVE TRAINING] $27k/day from with a simple eCom system (See EXACTLY how...)
How to get what you want, starting TODAY
What if you DON’T do something?
136K From Just 1 to 2 hours a day?
How to Do $100-$500 /hour without ANY special skills?
GOING LIVE: Simple Side Hustle Generating $10K+ a Month For Newbies
[Courtesy Reminder] TODAY: Simple 10K Per Month Method Revealed
The more you do THIS, the more you make.
$161 Billion Honey-Hole “Hiding in Plain Sight”
Who Else Wants 10K a Month From 1 to 2 Hours a day?
Important: Replay BACK Online
We Are Down To The Wire
Say you’re with me
If I started all over again, I’d do this
where the good buyers are hiding?
NEW VIDEO (about last night’s traffic workshop)
I can't believe he is revealing this
he wrote you a personal letter (inside)
you deserve a thank you (+ 2nd new bonus)
Do you like a good secret? (open up!)
free traffic training pulled in less than 24 hours
traffic source 6X larger than Facebook
Here’s how to get 1,841 quality leads per day without lifting a finger
FREE TRAFFIC TRAINING (72 hours only)
where are you? We’re starting in 5 minutes
Your FREE encore traffic training details for tonight
free traffic workshop starts in 60 minutes
we’re starting… where are you?
NEW VIDEO (about last night’s traffic workshop)
you’re 2 hours away from rapid automated traffic
why you keep failing with traffic
NEW VIDEO (about rapid automated traffic)
[invitation] free workshop tonight at 7PM EST
NEW! How to get 50-500 new leads per day on autopilot
Will InstaClient Academy work for you? (Last Chance)
you deserve a thank you (+ 2nd new bonus)
he wrote you a personal letter (inside)
WARNING..These things work (+ new bonus)
Here’s exactly what to do (and say)
I can't believe he is revealing this
For you only
plans for this evening? (Thursday 11/15, at 7PM EST.. Last Chance)
Say you’re with me
that title was all wrong!
If I started all over again, I’d do this
Tonight (his 7-figure formula)
His 1.5M in 5 months formula (no product needed!)
I’ve got a challenge for you
Let's talk…
Can we talk? (really)
Tonight (his 7-figure formula)
Hey...did you see this?
Holy Smokes...did you see this?
the results are in
Do you like a good secret? (open up!)
I'll teach you to be a "super affiliate"? (inside)
I wish I knew this when I started... (replay)
The 1.5m formula (replay)
The 100k/mo "secret" source (inside)
His 1.5M in 5 months formula (no product needed!)
1.5M in 5 months (how he did it)
Hey...did you see this?
Third and Final notice!
Your replay is here!
(Starting In 1 hour!) Access Them…
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If You Want To Discover How To Make a Profitable Course, Launch It, and Do It All
Without Creating Anything In Advance, This Webinar is For You
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The Six Figure Success Academy, am I the only one with a bunch of questions?
they watched Netflix & earned 11,752.. (proof)
SUPER IMPORTANT (read now)
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15k within seven days? Yes please.
Uh-oh, your invitation is expiring
are you IN or out?
GREAT news (here’s why)
unique live event about to start ($100MM webinars)
live event starting
20% conversion on cold traffic
4 step fill in the blanks template that generated $100,000,000
AlphaStacker closed (no more $500+ campaigns...)
do you want a piece of this $1.915 trillion dollar market?
OPEN UP (unless you hate free Google traffic)
6 weeks, 7 figures. Sound good?
*This* Is How We Drive 3,000+ Daily Visitors
Multiply your sales 10x with affiliates
Famous Guru, giving away part of his million dollar business (seriously)...
[Starting Now] $5.5MM E-Commerce Training
[Attention] Adrian's Live Training is Today
[REMINDER] 7 Figure Shopify Store Exposed (live training)
Have you seen this guy on TV?
Did you get a chance to see BleuPage Ultimate yet?
Manage your social media with just 4 clicks…
DEADLINE: Video coming down soon
[Replay] “OMG! This is sick” - Bob
[Workshop] LIVE in 60 min (you registered yet?)
[WATCH] He Gets On Page 1 Of Google In 5 min (Yes Really)
bizarre discovery (page 1 on Google in 5 min)
6 Weeks, 7 Figures: How We Assembled An Affiliate Army Using 3 Simple Secrets
CLOSES IN 4 HOURS: 100k Visitors / Month
Last day…
[REPLAY] How We Get 100,000 Visitors/Month
11 HRS TO GO: Take Your Site To 100k+ Visitors
JV Manager Job De... - +alen@nextmarketmedia.com want to fix…
How To Take Any Site To 1k+ Daily Visitors
How I Get 100,000 Visitors Per Month
The Email Funnels Webinar is TODAY!
Pre-Webinar Checklist: Email Funnels Webinar
Reminder: Email Funnels Webinar is this Wednesday
CONFIRMED: You’re Registered for Email Funnels Webinar
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Reminder: Join me today at 8PM EST / 5PM PST
How I am getting 70+ targeted views a day with zero ad spend
NBC interview request
(Removing at Midnight) - Live 103k Profit Strategy Training..
Email Funnels Applications CLOSED
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that title was all wrong!
Why not you?
Can we talk? (really)
[LAST CHANCE] Replay expires soon
Time is running out
Open this email before Netflix
Is this right for you?
are you joining us?
Did you see this yet?
“the laptop lifestyle” explained…
unlimited leads for your business
Are you ready to learn how to write million-dollar sales webinars in any niche?
You Responded. FREE, LIVE Training: How We Write Million-Dollar Sales Webinars
You Responded. FREE, LIVE Training: How We Write Million-Dollar Sales Webinars
He wrote over 100+ sales webinars, and generated 8-figures…
Did you miss it? Help Wanted: We'll pay you $2,000 to find judgments
Become a "judgment researcher" (and earn $2,000 fees - minimum)
Have you ever heard of this loophole?
Case Study: 3 ways to profit on judgement liens (one way is super fast)
How to profit from judgments by putting up just $1
Gone at Midnight
Replay (Please Do NOT Share This)
The entire replay page will automatically be REMOVED
Matt's giving away a Drone tonight!
our Webinar starts in a few hours
filling up
Please don't procrastinate
Why let others make the most money?
Are all your income eggs… in ONE basket?
Cloud Autoresponder For a One-Time Fee?
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Bizzarre, and True…
3 Words you never want to hear…
[URGENT DEADLINE] final reminder...last call :
[FINAL DAY REMINDER] today's your last crack at this, so…
[COUNTDOWN REMINDER] sometimes a second bite at the apple is the winner:
[REPLAY UPDATE] here's your second chance:
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[URGENT ALERT] See lightning captured in a bottle today:
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Here's why it pays to…
CLOSING
Tick Tock, almost gone
you’re wasting time
It wasn’t lost, but Amy finally found it
Patrick was a broke college grad driving for Uber until this changed everything for him
PROOF: 400+ People Have Been Successful Already
do me a favor and steal his plan
Last Chance
The new method that earned Mike over $6k in a single day
Randy tried for 15 years and kept failing until he changed just one thing
Here are the Top 10 Facts
You’re fired.
Doors absolutely close tonight at midnight
Deadline Tonight!
Tomorrow’s your last chance!
51 conversion secrets
It’s all happening again!
We’re LIVE! Will you be joining?
Happening tomorrow - don’t miss this..
26 webinar experts reveal their secrets
This New Survay Funnel Is Giving You a 10X ROI!
More likely to survive a plane crash than….
[LIVE WEBINAR] - "The 3 Secrets With The New Survay Funnel That's Going To 10X
Your Business..."
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What’s the secret?
Don't Miss This…
Reminder! We’re starting now! Where are you?
Your training is today.
Woah! I didn’t expect this!
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Fastest way to $3k/month recurring Free Case Study $3k/month in 90 Days or Less
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Last Chance - Starting In One Hour
Start a six-figure Shopify business today
Hot Products + Facebook Ads Live Training
Shopify + Facebook Ads = ?
Facebook Ads Made Easy
[COUNTDOWN REMINDER] Sometimes a second bite at the apple is the winner
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Here's your second chance
[UPDATE] Got yours yet?
[URGENT ALERT] See lightning captured in a bottle today:
Here's why it pays to…
Hey, want clicks for less than $.01?
TARTS NOW! 5 Critical Trends That Can Sink Your Marketing Ship This Year.
Odds are 2.7 million to 1 against you....
TODAY: You're Not Alone...
SWIPE file of TOP selling products (see inside)
you NEVER get everything, DO YOU (not this time)
from zero to at least $100 by Monday (plan inside)
just NUMBERS ($0.26 to $45.25)
[REPLAY] step by step to $6k in 11 days (watch & apply)
starting in a few hours (zero to $6k in 11 days)
you also can make over $6k in next 2 weeks (yep, details inside)
CASE STUDY: traffic that makes money from DAY ONE
are you ready to get $6k in sales within next 14 days?
hey, this student did over $3k in first week (case study details inside)
This replay video comes down in just a few short hours – Hurry Watch It or Miss It (Sell
more Kindle books)
He should have sold this Kindle info (Watch)
Watch Your "Kindle" Webinar Replay (limited)
If A 14 Year Old Can Do It: <~~~ Revealing Video!
How Kindle really works
It’s TONIGHT... Your free Amazon kindle training, don't miss it (Starts Soon!)
Your Kindle Webinar is TONIGHT!
WARNING - Kindle Sales are Skyrocketing Now!
Re: The rules for Kindle e-book publishing have changed
DID YOU MISS THE FIRST EMAIL?
Turn $100 into $2,000 over and over with Easy Little Flips
CLOSING
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RE: NEW payment options
PROOF - Insane results (in 3 steps)
[REPLAY] 5 Figures Per Day WITHOUT a product or list?
Going LIVE now
[REMINDER - TODAY] 5 Figures a day WITHOUT a product or list?
5 figures a day WITHOUT a product or list?
Even better than the ILLEGAL method
Ok…One spot left
6-Figure Secret
Yes…I’m giving away my business (not crazy lol)
PRIVATE INVITE: to partner with me (and get rich)
Alright, alright. TWO spots left.
Wanna partner up?
The REAL secret to getting rich online
Why I’m giving you my “hands off” 6-figure business
Let's talk about you making money (with the art of high ticket selling)
CLOSING
My weird “hands off” 6-figure a year business (I’m giving you)
(12 Hours Left) PROOF
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NEW Payment Options
PROOF - Insane Instant Results
[REPLAY] 6 figures a year WITHOUT a product or list?
LAST CHANCE to get Power Mail Pro FREE Setup
Only 8 hours left [Power Mail Pro FREE Setup]
PowerMailPro Setup for NOTHING? [Cyber Monday Special
OPEN.
New Webinar
LOOK.
list building?
Are you joining us?
Did you reserve your spot yet?
Are you joining us?
Idea 41 - are you an "askhole"?
[Free Business Training] Dial in your lead gen
Idea 40 - the reason for the clowns' outrageous claims
Reach 300 million people with ZERO ad spend…
The Secret Webinar REPLAY available NOW!
Reminder: Amazing System Generates Millions Without A Website, Product Or Sales
Copy! starts in 1 Hour
Registration For The Secret Webinar Confirmed!
Reminder: Amazing System Generates Millions Without A Website, Product Or Sales
Copy! starts in 4 Hours
strategies of any kind to be found anywhere
Registration For The Secret Webinar Confirmed!
My Last Email
Fwd: Reminder: Free Training Webinar Invitation starts in 1 Hour
Registration For The Secret Webinar Confirmed!
Reminder: Free Training Invite - Get 10,000 Leads Tonight! starts in 1 Hour
Is it really over?
Do you need my help?
Can I Share A Secret?
You Probably Won't Believe This Screenshot
You Won't Believe This Screenshot!
Special Opportunity!
Idea 30 - the joy of slippery slopes
Thank you for attending The Secret Webinar!
Registration For The Secret Webinar Confirmed!
Live Webinar and $250 giveaway in 1 hour!
We start in 1 hour (Final Notice)
[Members] - We are LIVE tonight (Invitation)
[24 Hour Alert] Don’t miss this live training & Anthony Morrison
We Are Live Tonight
Idea 29 - what your headline is NOT supposed to do
[24 Hour Alert] Don’t miss this live training & Anthony Morrison
Anthony Morrison - Live With Us (Register Now)
He is giving away $250 in a few days!
I’m giving away $250 in a few days!
Idea 28 - what you have to do before you can sellANYTHING
Idea 26 - the copywriting secret as old as the dinosaurs
Idea 24 - I'd be surprised if you haven't experienced this, too
please help me
Simple YES or NO
SCREW Google
Steal This
We are live now!
Make 10,000 / Month Residual Income In Any Niche – Free Webcast
Idea 18 - why you should pay MORE for advertising rather than LESS
Idea 16 - no such thing as a free lun... visitor
Idea 17 - window cleaners in Peckham
Idea 15 - a bit of heresy for you
Idea 14 - How I put maybe another 1.7 million quid into the man's pocket
Idea 13 - the marketing '"f-word"
Fwd: [Partner Program] Reminder For Our Call Tomorrow
Sorry, we're giving your site to someone else
Your FREE Money Making Site is READY
Someone wants your free web site…
Alen we're building you a free web site
We started building your site Alen
Idea 11 - astonishing and unpredictable... and wortha fortune
Idea 12 - the spine-tingling fingers of Destiny
Your discount link (get Insta Social Secrets for $1000 off)
[Final Warning] Replay down in 12 hours
Idea 10 - a deadly approach deadly to your business
The greatest secret since instagram began is..
What a buzz! The internet just blew up!
Idea 9 - the three M's of marketing
6-7 Figures on Instagram [webinar in 4 hours]
I nearly stuffed up! [we’re live in 1 hour]
The top earners know a secret you don’t (I’ll show you!)
Idea 8 - What's more important than a low price?
re: Be careful, this is going to open your mind…
Idea 7 - a fair trade?
One spot left (are you a player or spectator?)
Idea 6 - the fastest and easiest way to increase your profits
6-Figure Secret (no one will ever tell you about)
I'm giving away my business (details inside)
PRIVATE INVITE: to partner with me (and get rich)
Alright, alright. TWO spots left.
Idea 5 - what's the first sign of insanity in businessowners?
Wanna partner up?
Idea 4 - the three most important words in marketing
The #1 way to make 100k in 2016
Join the webinar live now!
Want quick and easy free traffic on demand?
Teaming up with sales superstars (for fun and profits)
Idea 3 - Dirty words and avoiding the Brylcreem
Your very own six figure business is waiting…
How I hijacked a $750,000 business (legally and ethically)
My SECRET present just for you (only read alone)
Let's talk about money (the art of high ticket selling)
Idea 2 - Learn from my friend's BIG mistake
Idea 1 - The two most important numbers in the universe
Join the webinar live now!
The Webinar is starting in 1 hour!
We are live in 2 hours, don't be late!
Welcome to 52 Ideas
facebook just went after linkedin
How I am getting 70+ targeted views a day with zero add spend
it's actually a trick…
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Static YouTube Ads - Transplanting FaceBook /
Instagram Ads to YouTube (14.1.21.)
Good morning NHB fam
Here's a Friday morning traffic tactic for ya...
Posted this as a comment in another thread and don't want it to get buried as I think it's
far too valuable to be a comment.

...Ok, so I have a love/hate relationship with YouTube.

I love it for the fact that it's better than Facebook in terms of scaling and stability, and
their targeting and algorithm is way better.
...Hate it for the fact that creating ads for it is a pain in the ass.
Write a script, record it, upload it, test it...blah blah blah, you get the idea.

Whereas on Facebook you have static ads (easy)...

So looking back over the last few years, one of our best Facebook ads has been an
image, that looped as a video.

So basically, we took our best static image ad and put it as an image with some music
and looped it.

This increased engagement because of thruput views, and the end-user most of the time
didn't even know it was a video looping.

The ad crushed for us.

Anyhow...so recently I've been looking at YouTube and I thought why not do the same
thing over there.

We know that static ads crush on FB, but you can't upload static images on YouTube...

...Or can you?

Here's the process:

1. Crete an image in whatever design app you have. Canva works.

2. Grab an audio file on audiojungle.com or it can be silent

3. Record a video over that image for however long you want and run export it. (You can
use ScreenFlow or even the built-in mac QuickTime on Mac, or Camtasia on windows)

4. Upload the static video ad to YouTube and run it as a static image.

So the other aspect of this is that on YouTube everything is MOTION, it's nonstop
motion, so it's like a rollercoaster of emotion, and then when a static image ad shows up,
it stops everything, it's like a freezeframe to the events around them - powerful stuff.

Plus YouTube is now penalizing long-form YouTube ads — which makes this even better
as you can shorten them up and then hit the person multiple times nonstop for the same
time allotment.

The other cool thing is you can test multiple time lengths and see which one wins for you
instead of having to test different videos.

I like this approach because it removes all of the hassle and complexity of creating
YouTube ads for most...which are usually $250-$500 to have someone decent write the
ad, and then more to create a video out of it and then test it.

Enjoy...and CMO / CRO training is coming in the next week or two and also MOAR real
marketing "secrets" coming your way.

Have a great weekend,

Alen Sultanic
p.s. It also allows you to swipe everyone from the Facebook and transplant it over to
YouTube muhahaha. Just look at how long they've been running the ad and you're set.

p.p.s. One more thing...Our best retargeting ads on FB have been "you've left an item in
your cart" type of ads with a static image. So product in the middle, little cart icon top
right with (1) and "continue checkout" process. Using THAT over on YouTube for short
burst clips would be great as well.

The Censored Vidcap - For Maximum Playthroughs

This was a comment I dropped in another thread, but think it would be useful to you guys
in it's own post, so it doesn't get lost in the thread shuffle.
When putting a vid cap from YouTube offers to your VSL, making sure they hit play is
key, so you know...they actually watch your VSL.
This is mostly an afterthought to many, but it shouldn't be, because THAT is the actual
START of your funnel, so making sure it's done right is key to the rest of the funnel
working well.
People LOVE to watch they're not allowed to watch...hence the censored vidcap
landers.
Modeled after the YouTube censored videos of course.
It does three things:
1. Continuity of environmetn, from YouTube ad to VSL, so it looks like a natural
extension
2. It has intent baked in, so if they click on it, they're intending to lose 20 pounds (or
whatever you want to do)
3. It makes them want to watch it, because people love to know/watch things they're not
allowed to.
So feel free to copy this for your niche, market, whatever...and adjust accoridngly.
The video should auto play in the background.
And if you have any questions, drop them in the comments below.
The 50k/Day Podcast VSL: The Most Profitable Model
For Scaling On Youtube (Right Now) (24.11.21.)

Alright, let’s talk about offers, YouTube and scaling.

I predict this is going to become the standard offer model in the next 6-12 months - so
welcome to being the 1st to do it.
There are a few transition points in our industry that happen and those that recognize
them and jump on them early enough make money hand over fist.

● There was the the sales letter

● Than there was the VSL
● Than there was the Webinar
● Than there was the Book a call -> phone sales

That’s 4 in about a 20 year cycle, and I've sold millions with each one.
There aren’t many, and they don’t come around too often, but when they do — they
change the game and beat everything else out there.
This is one of those transition points that’s about to take place and if you get in on this
and do this – I promise you, that you will make more money than you would with a
funnel, a VSL, a webinar, or book a call funnel.
Here are some stats:

● EPC: $11.98
● ROAS 3.18 (at $3.77 CPC, hardest time to scale on YouTube 4th quarter)
● Daily volume on the front end: $50,000 (going to scale to $100,000+ a day)

Considerations:

● The CPC is up to about $8 now, still profitable not he front end.

● There is currently no active back end on the phones, this is actively being built.
● Once the back end is built in and going, the revenue will be $100,000 / day.
● Upsells will be further optimized
● The ads will be improved and the CPC should come back down to $2-$3 range.

Now that I have your attention, here’s the story:

The most money I ever made from any type of offer was always the $497 VSL combined
with a $997-$1,997 upsell 1 and $297 upsell 2.
I’ve built countless offers, and I’ve never been able to beat the performance of this
combo.
Every single offer I built with this pricing structure has crushed it for me. The only
problem is as more and more people started doing VSL’s, the effectiveness of the VSL
to carry the $497 price point has died down a lot.
This is something I’ve been doing over the last two months — and wanted to make sure
it’s cool with everyone involved to share it, as I don’t want to step on their shit and create
a ton of competitors for them...
...But they were cool enough to be ok with me sharing it.
So let’s all give a big fat thank you to @Scott and @grant in the comment for being cool
about sharing this publicly.
I’ve had quite a few people come to me and ask me for help when it comes to
optimizing, fixing, scaling, building, creating, (insert whatever here), on offers, eCom,
SaaS and everything in between.
Typically, they want me to “fix what’s broken”, and sometimes I fix it, and sometimes I
don’t.
The times I don’t fix it, isn’t because I can’t or don’t want to fix it...
...But rather, that it’s not worth fixing — because the environment where their offer lives
changed, so no amount of “fixing” the offer is going to really ever “fix it”, when the
environment has changed.
So when you hear someone come and say “Well I did $10 million on a
webinar/VSL/Offer/anything”...pay attention the word “did” and realize that what
happened isn’t an indicator of what’s going to happen in the future.
Then ask yourself...so why isn’t it working now? And then the answer starts to emerge.
So sometimes, you have to replace the model all together — because if the current
model isn’t working, than whatever you do to fix it only patches it up temporarily due to
the fact that everything (in the eco system) that made it work, no longer supports it and
hence why it doesn’t work any more.
And that’s the situation I found myself in a few months ago.
Scott Phillips asked me to mentor Grant Poulson to become the best CMO in the game,
which we’re doing right now and he’s becoming quite the dark lord himself .

The idea was to build a better webinar or a VSL (I do have a new VSL format I’m going
to be sharing that’s absolutely crushing it btw, and it’ll be the WTF moment of the year)...
So the idea was to build a webinar or a VSL.
So I get on zoom with Scott and I’m like...
...Ok Scott, show me what you do (so I can catch that feeling of what the offer should be
thematically)...
...Scott goes on and shows me all these graphs, charts, things on how he turned $70k
into $2.3m with Crypto etc...
...And I’m like “well holy shit, look at that, it actually works!”...
...And then Scott goes and says “And so, we took all that and made software out of it,
that does ALL that for you, check this out” and proceeds to demo the software that does
all the algorithms magic that Scott invented and then picks 5 coins to invest in.
So I’m here looking at this thing and the idea is to take all this and write a killer VSL or
make a webinar out of it.
And I’m like “You know...I really want to buy this damn thing, but I don’t want to pollute
the authenticity of how pure, beautiful and elegant this thing is” (Yes I get very emotional
about offer, and this game...after all,t his is my art)...
...And then that's when I got it…
We’re going to take this whole presentation and turn this shit into a damn podcast, and
we’re going to just run ads to it.
My reasoning (from everything I”m seeing out there)

● People don’t really like watching VSLs any more (unless they’re in low emotional
states, I’m actually going to write a post about this - or ask in the comments)
● The more educated they are, the higher the AOV is (post will be made about this
as well)
● The more motivated they are WITHOUT the educated part, the lower the AOV is.
● Thematically, it captured what the market is...podcasts, the market is heavy on
podcasts.

So anyway...
Scott goes “wtf”, and Grant goes “holy shit”.
A little detour here...back in 2010, I was the 1st to model New York Times and other
prominent news sites and run ads to articles that sold affiliate products, made an
absolute killing — while everyone was sending traffic to blogs at the time.
So I took the same idea and modernized it.
Everyone is watching podcasts on YouTube, so therefore everyone (on the marketing
side) is trying to have a podcast, and be on other peoples podcasts...
...So they can get some sales.
That’s cool, but a waste of time and energy efficiency.
...So the thing is, why waste your time? Trying to build up an audience, get listeners, put
out a ton of content.
When you can create a podcast, run it as a VSL and crush it.
Let the other guys spend all that time, money and energy into podcasting their nuts off
while we quietly make 50k-100k / day.
Anyhow, back to the story at hand...
...So what we do is (there were 2-3 calls between having that “aha moment” and actually
doing it:
 ● We find a guy to be the interviewer
● We architect the story arc using the heroes journey
● We write a list of questions to be asked (objections, that follow the same format
as VSL / Webinar)
● We just get the guy to talk and ask questions and we provide answers.
● Scott goes on Camera (nothing fancy) and just does the same speech, one take
done - all in 45 minutes.
● We create a page that looks like a podcast page
● We upload the video
● We run ads to it
● We add the standard upsell to it
● We price it at $497 front end + $297 recurring
● We create an upsell at an annual upgrade and a lifetime
● And then we create a “software walk through” video that the sales team will take
on and do a walk thru of the video and flip them into the high end coaching
program
● We sit back and watch $50,000+ a day come in.

The results:

● EPC: $11.98
● ROAS 3.18 (at $3.77 CPC, hardest time to scale on YouTube 4th quarter)
● Daily volume on the front end: $50,000 (going to scale to $100,000+ a day)

I’m not going to into the nuances of psychology and details at every step of the way
here, because we can’t give away all the secrets, so we’ll save that for NHB+...
...But you get the general idea.
So if you have a webinar, a VSL, or anything...create a podcast out of it, write your
heroes journey arc, write down the objections, and get someone to interview
you...heroes journey model is preferred (I can go into that in the comments if you guys
want…
...And walla, YouTube scale — not only self liquidating on the front, but profitable AND
generating $497+ leads for the phone team, can you say holy shit here?
Some other things — standar ads work well, having ads that are clips doesn’t work, but
works if you clip at the right area, think Joe Rogan shorts as ads.
Tagging the guys who I teased about this for a while now but couldn’t tell Chris Evans,
Mike Gandia Patrick Kenney Matt Gallant (this will tremendously help your offers guys)
Ah...so I said I’d save all the goodies for NHB+, I say...fuck it, and feel free to ask me
anything in the comments about Podcasts VSLs — NOTHING HELD BACK
Signing off,
Alen Sultanic
p.s. Have a great thanksgiving everyone!
Intent Amplifiers & Modifiers - Turning Indecisions Into
Decisions And Kicking The Fence Sitters Over The
Fence To Boost Conversions & AOVS (27.8.21.)

It’s been a minute since I dropped anything…

...Been super busy, but it’s time to get back to dropping value here…
Starting off with one of the best things you can do to increase your conversion rates and
AOVs in your funnel.
Shared this with a few of my close friends and consulting clients and it’s going into all of
their funnels.
What I love about this concept I’m sharing with you here…
...Is that it works at every step of the process and in any type of funnel…
...From optin pages, to VSLs, to webinars, to checkout pages, upsells, members
areas...EVERYTHING.
And on top of that…
...It takes every single tactic I’ve shared with you here and adds a whole new layer on
top of it — giving it a new dimension of effectiveness by amplifying and modifying intent.
So let's get into it…
Whenever someone buys anything, be it online, offline, anywhere…
There is a series of events that take place in their minds that go like this:
Thought -> Intent -> Behavior / Action

This is a series of events that take place in the mind of your customers, before they
become your customers…
1. Thought: They think about something (maybe because of an ad you put up in
front of them or an email you sent out, whatever...).
2. Intent: This message (if done correctly) amplifies that thought (puts enough
energy / momentum into it) and creates an intent to do something (that you
specify as your CTA - click that, buy that, do whatever)
3. Behavior / Action: That something becomes a behavior (an outcome that you
want)
(Hence “CPA”, cost per ACTION)
This whole thing goes a lot deeper than this, and it’s an oversimplification of the entire
process, because psychology is controlled by biology and biology hardcodes brain
neurology which leads to psychology which leads to behavior (more on this in future
posts, too dense for now).
Anyhow, the intent part of the logic flow of behavior above indicates that “we intend to do
something”.
And that intention can go one of two ways…
1. WE WILL DO IT
2. We WILL NOT DO IT
It’s as simple as that…
This cycle repeats itself over and over in your entire funnel and/or sales process.
So the cycle of thought to action goes like this:

● Ad = Thought -> Intent -> Behavior / Action

● VSL = Thought -> Intent -> Behavior / Action
● Checkout page = Thought -> Intent -> Behavior / Action
● Upsell = Thought -> Intent -> Behavior / Action

Each stage has the same cycle going on over and over again…
Intent acts as potential energy — once you amplify the intent enough — you charge the
end user enough for them to behave in a certain way or perform an action that you want.
What typically happens is we have a whole lot of attrition of intent taking place…
...Simply meaning, people lose interest, drop off, and go “meh, fuck this” in the
process…
That’s why you go from...

● 10,000 ad views
● 3% CTR: 300 clicks -> go to the page
● 15% goto check out: 45 goto check out page
● 20% buy: 9 buy
● etc…

(3% conversion overall above)

What typically happens is you’ll have a spectrum of buyers…

...Say for every 100 people that come to your page, you’ll have a breakdown that looks
something like this:

● You’ll have 1 instant buyer - buys instantly no matter what, he’s the guy that’s first
in line to give you money.
● You’ll have 1 who’ll read that page up and down and then buy.
● You’ll have 5 who’ll read the page up and down and be on the fence, but for
whatever reason will bounce.
● And you’ll have 3 that will never buy — no matter what.

These 5 fence sitters are where we need to focus…

...To kick them over the fence into the upsell path where they’ll spend more money with
us.
We have to turn their indecision into a decision so we can boost up the conversion rate
and the AOV.
We’ll come back to this in just a minute…
Overall though, you will have drop off, and you know...most of us accept this as just the
norm, that’s how it always was and that’s how it always will be…
...But maybe...just maybe you won’t — and we can reduce the drop off.
Because...knowing this process allows us to do something different — which is modulate
intent.
We can amplify it and we can modify it.
Think of intent as electricity…
...If you send an electrical signal long enough, it’ll lose its potency and will need to hit an
amplifier, to be amplified so it can keep going…
...or it’ll need to go somewhere else where it needs to be slightly modified so it can be
applied.
So the standard model in our industry of doing this (or anywhere online) has been to
“add more shit” to the pages…
...Adding more shit to the pages these days = lowers conversions.
This is due to increasing decision fatigue (a standalone post is coming on this in a few
days — ”how to use strategic decision fatigue to increase conversions”).
So we can’t “add more stuff”, but then you might say…
...Ok Alen “well we can take stuff out” to increase conversions.
This works, but removing stuff does not AMPLIFY or MODIFY intent.
Only adding stuff to the page does, but removing it does not.
So what’s the solution? You amplify and modify intent using strategic mouse over / time
based events…
...Which I will tell you all about in just a second…
...But before I do, I need to tell you how I went about figuring this out...
I’ve watched thousands, hell even maybe tens of thousands of page recordings using
hotjar and services alike over the years…
...I’ve watched how people interact with pages, how they buy and from that I can infer
what they’re thinking.
I’ve looked at webinar registrations, VSLs, checkout page, everything and anything you
can imagine…
...And if you’ve ever watched those movements on those pages using page recorders,
you’ll notice that people THINk with their mouse, they literally THINK with their mouse.
They will goto areas where they focus on and read, they’ll explore the page, poke
around, sniff things out with the mouse…
...And you’ll also notice that they’ll stop and really spend time reading certain areas,
while completely avoiding other areas, as if they’re blind spots.
And seeing this made me realize that well shit…
...What if we added a LAYER of copy that exists on the page, but does NOT show up
until they’re there thinking about it…
So lets say someone goes to your checkout page and hovers over the bump…
...This is taking place in their mind (now watch this):
Thought -> Intent -> Behavior / Action

● Thought: they’re thinking about the bump

● Intent: is there enough charge here to kick it into a YES?
● Behavior / Action: selects bump

If you look at the attached pic here you can see how I did this with:

● Audio book
● Bump
● Money Back Guarantee
● Checkout Button

These are all the areas they’re spending a lot of time thinking with the mouse.
So what it does is they go over the area with their mouse and it “pushes them over the
fence” to do it…
What’s interesting about this is say they do select the bump…
...But they now want to go back and however over it, maybe they're having a “change of
mind” about it — well, you can have another pop up take place that stops them from
changing their mind.
You can put…

● Testimonials
● Timers
● Deals
● Outcomes
● Whatever in them…

But the main thing to put in there is CERTAINTY…

...Certainty of outcome.
Now what I’ve noticed is that if you’re selling a $27 book or something and then you
have a $50 bump…
...You no longer have a $27 buyer, you have a $77 buyer and that AOV value is way way
way higher than the $27 buyer alone (I’ll write a post on bump specific upsell paths as
well).
So this moves the needle a lot…
...Now same thing with the upsell — you can see I took the upsell from the previous post
I shared here and added these to it…
...When they go to the button, an intent amplifier comes up…
...When they go to the NO thanks button an intent MODIFIER goes up.
It forces reconsideration in a clean and elegant way.
So what I really love about this is that I don’t really view the upsell path or offer in terms
of “conversion rates”...
...I view each step as “AOV contribution”, so an example would be:

● Front end: $50 Contribution

● Upsell 1: $25 contribution
● Upsell 1 downsell: $7 contribution
● Upsell 2: $15 contribution
● Upsell 2 downsell: $8 contribution

When you add it all up: $105 AOV

The reason I don’t like to look at it in terms of percentages or focusing on increasing
percentage points is I’ve noticed that you can easily increase % in one step of the funnel
but bring down the AOV in other areas of the funnel.
So when you’re adding these little intent amplifiers and modifiers in the process, it’s not
only increasing the AOV contribution in each step of the funnel…
...it’s also amplifying the HAND OFF to the next step in the funnel…
...Decreasing the attrition of INTENT as a whole.
For those of you wondering “How does this work on mobile?”...
...Same thing, except what you have to do is put a timer in there as they stop on each
area and if there is no motion for say 2.5 seconds, the intent amplifier pops up or a
modifier, because you know they’re thinking about it.
You can see these stats on your recorded heat maps / page recordings.
Well, that’s that...hope you got some value out of that one, and as always drop
comments, love, hate whatever in the comment box as always.
Alen Sultanic
p.s. You thought that was it, didn't you? you know I have to have a bit of dark lording in
there as well…
...If you look at the picture in the upsell — you will notice that as you do a mouse over,
the intent amplifier is also covering the PRICE listed, so “out of sight, out of mind”, the
price is hidden to prevent the thought from competing and being like “fuck this is $197”,
now the price is out of sight out of mind, and the intent ampflier is whipsering “just buy it,
you’ll be glad you did”.
p.p.s. I know...I know...I get it, some of you social justice marketing warriors will go “But
Alen, you’re hiding the price, that’s so wrong *cry baby emoji*, I”m not, it’s there...it’s just
temporarily out of place — muhahhhaha.
High Ticket Call Booking Swipe/Script:

Originally posted by Alen Sultanic in the

Nothing Held Back Group:

https://www.facebook.com/groups/508635450536818

Note: Feel free to invite ppl to the group you deem worthy and that don’t suck.
The goal is to keep it a tight community of cool entrepreneurs who’re looking to grow.

High Ticket Call Booking Swipe/Script:

This is [Insert Your Name]...

…and I have a serious question for you…

What if you and I, could trade places?

I take your agency and you take mine.

Poof!
Just Like That…
You Get My $200k / Year Auto-pilot Digital Agency

The one that makes me $15,000-$20,000 a month on autopilot - without me lifting a

finger.

And…

What if our “agency swap” meant you don’t have to know anything about running my
agency…

…you don’t have to know how to find clients…

…you don’t have to know how to how to sell the services,

…and you don’t even have to know how to deliver the services…

and yet…

Minute after minute….

Day after day….

Month after month…

The Revenue Keeps Coming In While
You Do Literally Nothing

If we could trade places like that…

Would you want to?

Well, as crazy as it may sound right now - the truth is…

We can...

And when you watch this short video to the end…

…I’ll show you why this wasn’t just an exercise in imagination…

And why this opportunity is VERY real…

But only if you qualify…

Because this isn’t for everyone and it might not be for you.

But if you do qualify and feel that this is something for you…

Then, I’’m going to flat out hand you over the keys to the kingdom….

…And actually GIVE you a copy of my entire agency on a silver platter.

and then do something even better…

...And that something better will actually allow you to begin generating revenue from it - no
matter what your experience level - in as little as 2 weeks from right now…

Now, before I give you a copy of my digital agency…

There’s something I have to admit..

I’m both scared and excited right now.
And This Is Going To Sound Odd…

But you’re actually not here by accident.

You’ve been selected by me personally…

You see, I’ve been personally reviewing our member profiles, and discussing with my team,
about the 2 Hour Agency book owners who I believe will be a perfect fit for this opportunity.

I’ve been making sure they see certain ads, videos and emails.

All strategically placed to lead you to this page.

So not everybody will get to this video.

Only the selected few make it this far and even fewer qualified get to go to the next step….

And against some very low odds

You made the first cut…

So you should feel good about that -

But notice I said “first” cut…

Because Before You Can Become One Of The Chosen
Few - And Have Me Hand Over My Agency So You Can
Start Making Money With It Too…

You still need to get past Step 2 of the selection process...

…making this the most important page you’ve ever landed on in your entire entrepreneurial
journey yet…

And you’ll never find it on Google.

It’s hidden from everyone else who didn’t pass Step 1 of the selection process...

You see, I have to be careful.

There are people out there who have been trying to copy this from me for years.

So, just by creating this video - I’m putting my entire business and income in danger.
Yet, I know the people whose futures I change today will never forget it.

And the good news is...

If You Qualify To Get What’s On This Page…
Your New Future Begins, Right Here, Right Now...

…and that’s why I’m doing this…

But to fully understand why - you should know a little bit about my past…

Something, I rarely tell anyone.

My first agency was a complete and total failure.

Before I created the 2 Hour Agency…

…Before I built the system…

Before I learned the secret to getting $2,000 clients on autopilot..

I Started My First Digital Agency And I Failed

I didn’t fail because I didn’t do everything right…

No - I did everything right, except I was missing one major piece of the puzzle.

That one piece was getting clients...

Without having to work 25 hours a day 8 days a week, 366 days a year.

You see, in 2010 I graduated college and eventually got a job at ACE Insurance company.

My typical day was I’d wake up at 7 am to the worst sound in the world, my alarm clock,
hastily eat breakfast, shower, and walk 30 minutes to work.

At work, my job was to basically call companies who didn’t pay their insurance and get them
to pay.
That’s Right I Went To College, Got 2 Degrees And
Ended Up Having An Entry Level Job In Collections

I guess life didn’t really pan out like it was supposed to.

During that time I saw an ad for a course online that was talking about “how to start an online
business”.
It peaked my curiosity but at $2,000…

It was way out of my budget.

You know...it was one of those “launches” that was happening 2 weeks later.

That means, the doors would open in 2 weeks and you could go in and sign up for this
thing…

I decided NOT to buy it.

Because, at the time $2,000 was A LOT of money for me.

So for the next 2 weeks…I’d walk to work, get emails and see ads for this course…

I’d literally spend an hour thinking about my life and the “what if” question..

What if I kept my current job and it doesn’t pan out?

What if I continue at my current position, and continue on the same path that I’m on..?

I’m sure you can relate…

I was feeling frustrated, unhappy, wanting more out of life..

And the one thought that kept going over and over in my head was what if I continue doing
what I was doing - then I’d continue to get the same results and probably end up where I am
for the rest of my life…

…and the idea of that being my life, to be honest with you crushed me.

I could not imagine living a life of mediocrity, that idea drove me crazy

I wanted more out of life

And that’s when I realized that I can always make that $2,000 back…

After All you can always make more money, but can’t live your life twice.
So I Decided I Was Going To Buy The Course And
Learn How To Build An Online Business…

Now here’s where it gets interesting for me..

So I get in.. and I’m ecstatic!!

I literally opened a bottle of champagne because I knew this was going to be a defining
moment of my life..

It was the time where I not only decided to take full responsibility of my future, and not leave
it up to chance anymore..

But also that I was faced with a problem right away of not being able to get in, and figuring it
out..

and as you probably already know - I started a Digital Agency as a result of joining this
program.

No, not the kind of agency I have right now.

It was a traditional agency.

The kind where you sell things yourself.

The kind where you work.

The kind where you deliver everything yourself.

The kind of agency where I sold and delivered websites myself.

Some would call that a freelancer.

I Tried Selling Them From My Computer
For The First 6 Months

I had this romantic idea of sitting behind the screen, with my little agency and having people
line up to give me $1,000-$2,000 for a website I’d create.

Six months in - I didn’t make one sale.

Then I figured I’d go knock on doors…

So I went around my town and knocked on doors.

Yep…I was THAT guy.

I went in and pitched my services.

But.. that’s how I got my first deal.

I Sold My First Website For $2,000

That was cool.

And even though I had my first client - I struggled, just like you.

Probably worse than you...

You don’t know when the next client is coming or where they’re coming from.

That Was The Moment I Realized Without A Predictable

System Of Generating Clients - You, My Friend Have
A Hobby, Not A Business
You can tell everyone that you have an agency…

…that you have a business.

But Until You’re Getting A Predictable Stream Of
Clients Paying You For Your Services - You Have A
Hobby,
Not A Business
That’s a hard pill to swallow, and it took me a while to accept that, because that’s the
truth.

And that’s what I had when I first started my agency.

I had a hobby.

It was a hobby, until I realized that what I was doing wasn’t working and that I needed to do
something better…

I would get a client here and there by random chance, and then I’d spend all my waking
hours WORKING to deliver these clients’ services...

I was burning out, and I wasn’t even making enough to pay the bills every month, I actually
had to go get a second job.

That’s right...instead of having ONE job, I now had TWO.

I Came This Close To Giving Up On The Whole Idea
Of Having A Successful Online Business

Maybe you’ve experienced this too...

You feel like you have all the ”knowledge” you need, and that you’re doing all the “right”
things
But it’s like you’re running in place and not getting anywhere…

And before long - if nothing changes… you are doomed to fail.

But that’s not what I want for you....

Which Is Why I Made You This Video
So You Don’t Have To Fail…

So you can avoid all of the mistakes I’ve made along the way.

And this - right here - right now - is your one and only chance to get your hands on
something I wish I had when I was starting out…
The Ultimate “Shortcut”

Because if you’re one of the lucky few selected to get my very own digital agency handed to
you on a silver platter…

That’s the moment everything changes for you…

You’ll have a chance I never had.

A chance to create your own future…

And it all begins with one simple decision...

There is no right or wrong choice, there is only YOUR decision.

It’s the same choice I had to make in 2012..

One that forever changed my life for the better -

And it’s this one single decision I made that is the reason you are watching this right now…

Because, in just a minute...

I’m Going To Give You The Opportunity That
I Wish Someone Had Given Me…
...Which will allow you to make a decision - that I feel is going to result in you having An
unfair advantage over everyone else…

Because I figured out a way to clone my agency and give it to a small handful of lucky
people so they can start profiting from it too...
It’ll take A LOT OF WORK on my part…

But you?

Well - that’s the really good news…

Because, If you qualify,

You’re going to be given the once in a lifetime chance…

To come along for the ride...

Meaning…
I’ll Not Only Give You My Digital Agency Blueprint, But
Also
Everything Else That’s Included Along With It…

...Including:

- My latest agency niche picking process

- My latest client acquisition process
- My 2 Hour Agency funnel
- My emails (10% revenue)
- My onboarding setup
- My internal CRM setup
- My team + hiring training
- External CRM setup
- My post delivery essentials (10%+ revenue bump)
- My FB + Google ads

Plus all of the training you’ll need in order to operate it to go with it…

But once you get this up and running...

You’re going to be bringing in clients effortlessly…

Which poses a very different challenge…

A challenge 99% of agency owners are never able to overcome.

Which is...
How to SCALE Your Digital Agency I’m Going To Give
You…
See if you choose the wrong type of agency, you’ll end up in a position where even if you do
everything right, there won’t be room to scale.

Even if you choose the right kind of agency, but don’t set up your systems and team the right
way, your quality will suffer, and you’ll get a lot of refunds.

Trust me I had some very dissatisfied clients in my days, and it took me a long time to
recover from refunds but also to fix the holes in my bucket so to speak.

Now, I can’t remember the last time we had a refund.

And I don’t want you to go through either of these 2 things: choosing the wrong kind of
agency which has limited scale, and also not being able to fulfill your service at scale.
That’s Why If You Qualify For This Opportunity,
I’m Also Going To Give You Something Else
I’ve Never Shared With Anyone Before...

This is a new piece of the puzzle that allows you to run a profitable agency in the most
competitive agency space you can think of.

It’s something I’ve experimented with in the last 6 months.

It’s a brand new separate training that will ensure you pick a scalable agency, but also keep
you from becoming a victim of what I did, and getting tons of refunds..

So when you do hit this point, you’ll be able to scale your agency the RIGHT way - and start
exponentially increasing your income…

Then - to make absolutely sure you have everything you need to succeed - I’m also including
for you -

Your 2 Hour Agency Sales Funnel

Regardless if you're starting out or already have an agency, we take you through a process
of designing your whole funnel. Then we take it to the market for proof of concept.

Client-Magnet Website
Once we have proof of concept we actually start building out your machine. At this stage we
create your Client-Magnet website, as well as your upsell (one time offer) page designed to
increase your Average Order Value.

Starting off with…

Lead Generation + Email Marketing

You need a lead magnet, and together we’ll create one for you. We also create your email
autoresponder which will increase your annual revenue by about 10%.

Then you’re going to get…

Automated Client On-Boarding

Then we switch gears a little bit. We step away from client acquisition and start focusing on
the fulfillment side of things. We automate your client on-boarding and set up your internal
CRM. This is crucial.

Next up, were going to help you create your very own...

Your Dream Team

Then we further build out your fulfillment machine. We design your team, I show you my
exact process for hiring people, and we also set up your client-facing project management
software so everything can run smoothly.

Followed up by...

10% Post-Delivery Revenue Bump

Then we're going to add at least another 10% to your annual revenue by nailing what I call
your "post delivery essentials". We'll make sure you get testimonials, referrals, and repeat
business, all on autopilot.

And finally, after all that we’re going to be...

Putting Your Machine On Autopilot

Once we start running traffic to your salesman website and basically "open the doors" for
new business. You'll get new clients before we start doing this, but this is the stage where we
take things to the next level, and put the machine on autopilot.

And not only that, because...you’re also going to get my own personal help.

Each week I will be on a call right there with you, where you can ask me questions directly,
live.

We’ll get your cash flowing together, then put it on cruise control.

I’ll show you exactly what you need to do, all you have to do is execute.

And collect the money!

 And This Is Not Just Some Fantasy Either...

When you make the right decision to the choice you’re about to be presented…

This goes from fantasy... to your very own reality.

How do I know?
Because - You, Are Not The First…

See, before I invited you and others to this program.

I wanted to test it out to see if it worked for others.

So I invited 6 members into the program to test it out.

I gave them each businesses like this.

We set everything up.

And within a week, like clockwork – one called me up...

"What now Robert? I just made my first $20,000 using this process…. And I don’t
have to deliver..
“What should I do now? I have all this time..”

I told him to do what feels right.

To live the life he wanted when he joined my program.

Give back to charities and your community…

But give yourself a gift too...

Travel.

Go on adventures.

Or go buy that Rolex you always wanted.

It didn’t matter...it was his money and he was free to do as he pleased with it.

I told him to enjoy it, because that was just the beginning and plenty more to come.

This is all about your future.

In That Moment With Sal On The Phone And
That $20,000 Sale. I Saw My Future.

Because I realized this had not only allowed me to create a life I’d always dreamed of…

But this powerful system…

Had the ability to allow others like me who have struggled for so long… and worked so
hard…

To be able to start living better lives - all thanks to this system…

Leading them to freedom.

That’s why you’re here… I’ve been planning this mission for 5web years now…

To find people like you… Good people… Trustworthy people…

And help them start, scale and automate their agencies…

And That’s Why I Wrote The Book -

So I Could Get The Information Inside, To As Many
People As Possible Who Wanted To Change Their Lives
Through Entrepreneurship…

Little did I know though - that doing this - would create an even bigger problem…
It’s what I call a “champagne” problem - but it was a problem -

You see, when I wrote the book, I never dreamed it would wind up in the hands of thousands
of people…

But right after it went viral…

An email came into my inbox

And then another

And another…

And before long, my inbox was overflowing with more messages and questions than I could
ever answer in a lifetime…

Don’t get me wrong - If it were possible, I’d answer every single one

And answer every single question -

But time just won’t allow it -

I value my time greatly because I want to spend it with my wife Daria and my daughter Ida

But, I also knew I couldn’t just leave everyone hanging either -

So Here’s What I Decided To Do...

First off, I knew that out of thousands of people asking questions, there were only a very
small percentage of people

Who would actually USE my answers to grow their businesses…

It's an unfortunate fact of life -

There are Action Takers, and There are Tire-Kickers…

And I’m only interested in helping the people who are truly serious… about helping
themselves…
Which Is Where You Come In...

Because based on your interaction with my emails, and all the content within the book and
training you purchased already…

You are one of the Action Takers…

Am I right?

Good.

Then this next part should be very easy…

Because…

It’s time.
It’s Time To Take It To The Next Level So You
Can Start Living Your Life Of Freedom

And I’m going to stand by you until you’re living that freedom..

No matter what freedom means to you…

To Sal, freedom means he can travel the world with his girl.

And whatever freedom means to you, it’s important.

Financial freedom... time-freedom to do what you want… geographics freedom..these things

are critical.

And as of this very moment - they are within your reach -

But before you can make them yours…

There is one more important step you need to take...

Yes, I’ve succeeded in many ways, and that's nice.

And so have the students who came before you.

But what about you?

What’s Been Holding You Back From The Life You
Want?

You and I both know it’s not your intelligence.

So what is it?

Why aren’t you where you want to be?

The real money… The real power online…

Doesn’t come from courses, seminars and e-books…

It comes from experience.

It come sfrom from doing it.

It come sfrom from living it.

It’s the truth I learned since 2012

To generate money in your agency business, online, or anywhere…

You Need To Have A Proven System

A predictable, sustainable...scalable SYSTEM.

That’s how you get to a point where you’ve got a real business and not a hobby.

It’s not that complicated.

It’s a formula – and honestly, I could draw it on the back of a napkin…

Even though it won’t make much sense…

You Don’t Have To Know How It Works!

When your digital agency is built, automated and running it’s completely self-sustaining.

That’s why I love it.

This is funny, but true: I could fall off the face of the planet…

And my agency would keep working.

The money wouldn't even slow down.

Because the system just keeps working 24/7 with or without me…

Imagine – you put in a $1 bill – pull out a $5...

A $5 turns into a $50…

You’re taken 3 steps up in the income bracket .

And that’s happening for you, starting now.

 Because I’m Flat Out Going To Give You
Your Very Own Digital Agency

Help you get you your first clients…

Put the sales on autopilot..

Help you hire your staff…

And scale it all with you.

This is just like I’m putting a blank check in your hand…

And signing it myself.

It’s that solid – that sure to give you the future that I know you want.

I’m so excited…

Because I know you’ll succeed…

If you just put in the work..

Just like Salvatore did…

Just like I have…

And just like the other small group of lucky people I’ve shared this with so far…
This is A System That Does It All For You

Sells your service.

Collects the money for you.

Fulfills your service.

And grows automatically…

By getting you in front of hundreds or thousands of people...

People who are ready to line-up and give you money.

It’s like printing money on demand.

When you’ve got this kind of business working for you, ‘round the clock…
All that’s left to “do” is play with the money.

That’s the fun part.

And I Can’t Wait To See It All Unfold… And I’ll Get To

– Because I’ll Be There With You At Every Turn...

It’s my mission to help good, honest people like you...

Earn enough to retire three times over (this year).

And you know what?

I wanted to prove to myself that I can really come through for you…

I had to figure out how to put it all together…

So that you don’t have to do any of the hard work.

I took parts of my own businesses…

Upgraded and combined them…

Automated everything…

I started in the morning… It was already getting dark…

I was tired.

But I wasn’t done.

I used my best marketing strategies…

The automation secrets that keep my agency running without me…

I Put Everything I Have Into This, For You...

When I finally finished...

It was ready to go…

Ready for you to step in and copy it…

And I was so excited to give it to you...

 But Then I Saw The Real Problem…

You know the old saying:

"Feed a man a fish, and he'll eat for a day, teach a man to fish and he'll eat for a lifetime…"

Well, I worried that if I just give it to you, you'll never learn to do it by yourself… never feel
this pride and accomplishment...

So in addition to giving you a copy of my digital agency, I’m also going to be coaching you
every step of the way.

Showing you my secrets, right on my screen…

You see everything -

Click by click

Then…

It’s done.

We turn it on...

And hear that lovely sound...

Together:

“Ding”

It's such a wonderful sight to see…

It fills you with so much excitement…

Because of all the possibilities…

The Freedom…

And I know it’s hard to get there.

Most never do.

There’s a reason these secrets are hard to come by, and even harder to learn.

This has taken me over 5 years to master.

 Now – Let's Talk About What It Takes For
You To Be Part Of This

I'm sure you know, this is not for everyone.

It's a lot of work for me, time out of my schedule.

The work I do for you…

The support and help…

The training so you can see how this works…

And I can’t believe I’m actually going to do this…

But you deserve every advantage…

Every opportunity…

Even if it costs me my time.

So I’m giving you something that I haven’t ever shown anyone else.

So you have to make me a promise.

Promise to keep this page a secret.

Because there Are Far More People Who
Want Help Than I Have Time For...

This is a rare opportunity where you'll have direct access to me, and a small group of others
who are using this exact process to create 6 and 7-figure agency businesses

And together, we will duplicate my business - over to you, so you can start getting clients
as soon as possible…

This is about compressing something that would take you 1 - 5 years if you did it on your
own…

Into the “Shortcut” you need… to grow your income faster than you ever dreamed
possible…

And by working together with me one-on-one in a group setting.

And having me walk you through it all, and getting it done…

You can quickly start seeing the benefits of a steady stream of new clients

week after week… for months and years to come…

But again - this is limited…

Because I only have so much time, and…

I’m Only Looking To Work With People I Feel I Can Get
The Best Possible Results For In The Shortest Time…

… so first, we need to find out if you’re a good fit…

And to determine if you’re a good fit…

I’d like to have what I call a breakthrough session with you.

To find out what’s holding you back, what you need and what would cause you to move
forward…

To have your “breakthrough” in business.

So, the next step you’ll need to take, is to schedule a time for a quick phone Breakthrough
Session below,

and then fill out the application on the next page.

The application is important because it will quickly let me know not only if I can help you, but
if I'm the best person to help you based on your current situation…

It also shows me you're ready to commit to giving this the attention it needs, to give you the
best possible results…
Once I Receive Your Application And You've
Scheduled Your Breakthrough Session

Myself or someone from my team, will give you a call on the day and time you chose.

Over the course of 30 minutes, we’ll dig deep and uncover exactly what you need most,
while putting together a plan on how to make it happen for you in the fastest time possible…

Then at the end of the call, one of two things will happen.

Either you'll be a good fit and you’ll be invited to work with me to become our next success
story…
Or, you won’t be a good fit, that's okay too…

Unfortunately the reality is, there are some people we just can’t help… and if that's the case,
we will be completely transparent with you, and I’ll be happy to suggest someone in my
network who can…

Either way, you’ll wind up at the end of the call with crystal clear vision on how to start, grow
and scale your digital agency.

But I can tell you with full confidence -

This 30 Minute Session Alone Will Be Massively
Valuable
- No Matter Where You Are Right Now…

So go ahead and complete your application now and we will see if we're a good fit

Choose a time that works for you below…

Make sure it’s a time where you’ll be able to focus 100% … so you can get the most value
possible…

After you select your time, you’ll be immediately redirected to a page with a few quick
questions.

Answer these questions honestly - you won’t find any judgement here, and your answers will
be kept completely confidential…

This is your first bit of “homework” so make sure you fill it in right away…

But please understand…the opportunity to have my personal help with implementing this
proven system won’t be available for long.

In order to give you the personalized attention you deserve, I can only accept a small
number of people at a time…

So, go ahead and pick a time for your Breakthrough session and fill out the application to
see if you qualify.

I’ll talk to you soon!

[Insert Your Name

P.S. I will see you on the call. I can't wait to talk to you. Don't miss the call. If you need to
reschedule, but don't be a no show because I don't reschedule with no shows.

P.P.S. Get in a quiet place on the call. Make sure that it's quiet and have something to take
notes with, because I'm going to be going over everything you’ll need to do this. I look
forward to helping you.