Expert Secrets: The Underground Playbook for Converting Your Online Visitors into Lifelong Customers

The opportunity switch headline: Now that you know the who and what, you need to give the class a sexy title that will attract your dream customers. I try to create a title that focuses on the result this presentation will deliver. I do that by filling in this phrase: How to (result they desire most) without (thing they fear most).

This is not a teaching presentation; this is a presentation to inspire people to take action and change their lives. You can teach the strategy (what they need to do) but do not teach the tactics (how they need to do it).

Your who/what statement helps you quickly identify who you’re serving, what result you can deliver, and what new opportunity you’ve created.

The vehicle: other false beliefs they may have about the vehicle framework or new opportunity you’re presenting Internal beliefs: beliefs about their own abilities to execute on the new opportunity External beliefs: false beliefs they have about outside forces that could keep them from success; things beyond the individual’s control, such as time o

When you have this product, you’ll be able to ________. When you have this product, you’ll be able to get rid of ________.

The more you can get them to say yes, the more likely they will be to accept the epiphanies you’ve shared with them and the offer presented. Trial closes are a huge part of telling effective stories.

Your dream customers are stuck there just like the hero in any story is stuck in their “ordinary world.” They are frustrated, they are waiting for their mentor, their expert, their guide to take them on their hero’s journey.

You want your audience to realize that investing in this thing shouldn’t cost them any money, it should only save them money. Remind them not only what they are now able to do, but also what they will be able to get rid of.

The two most valuable tools in marketing are urgency and scarcity. Here you’re going to add a bonus upgrade that’s only available right then. You can create urgency and scarcity by offering something special to a certain number of people, or for a certain amount of time (or both).