Joel Erway 06:24
So anyway, when you present to the groups of rockstar marketers, you wonder how well the message is going to connect. And thankfully, I think it was pretty well received. And actually, I have Tim Larkin in this presentation based on some of the stuff that he said down in Austin. So we’ll see that in a little bit. But the whole idea here of what we’re talking about here is I call Minimum Viable offers right? How to launch new offers with 100% certainty that people will buy at any price, right. And so we do this using very simple one to two sentence power offer ads, and 10 to 12 minute mini webinars. And we’ll go through the evolution of how I got to this point, because it’s pretty relevant when we start talking about contexts and the development of this. And I think a lot of you will, will probably relate if you’ve done any sort of digital marketing. So let’s rock and roll.
So what we’re going to talk about is five core points here, we’re going to talk about how to quickly generate high end strategy sessions or high end appointments, I don’t know if you call them strategy sessions, or, you know, discovery calls, whatever they are, but lead generation, right with people ready to buy, how to quickly validate new offers and no time flat, the 80-20 of your marketing message, we’re gonna talk about what a one to two sentence power offer is and how to use it. And we’re also going to discuss what a mini webinar is and how to 80-20 any of your sales messages. So the power offer element is where we’re going to go down and break down exactly what we did and what these power offers really, really look like. So the rules of a power offer are very simple.
Rule number one is your power offer is your core promise made up front, it doesn’t reveal your price. Okay, it’s your core promise. It must elicit a yes or no response, meaning when they read it, subconsciously, you want them saying, am I interested? Yes or no? Okay, so it must elicit a yes or no response. That’s why we’re usually asking them a question in the ad. Number three, the benefit must be clear and succinct. Number four, it should be understood by your prospect in one to two sentences. Number five, it should incorporate an element of time, if possible. And this can get a little finicky when you’re dealing with Facebook so I put this at the end. You always want to make sure you’re compliant with Facebook, that’s probably the second most common question is, you know, how do we make this compliant with Facebook and you just got to morph it to be compliant. I can’t really explain it any better than that. But we want to allude to an element of speed. If you can’t necessarily say like, hey, within X number of days, that ad that I showed you was two or three years old, and I guess they’re a little bit more lenient than but sometimes this urgency will, will get you flagged, so just be careful. And, you know, run it by whoever’s running your ads, make sure that it is compliant, but we want to allude to an element of time, because remember, that’s their core value, your high ticket buyer, that’s their core value, they want things done fast.
So, here’s what it looks like the one sentence power offers if I offered to provide you with some sort of benefit, and you can even, you know, include eliminating your objections if I offered to provide you some sort of benefit without whatever your hurdles are. Would you take me up on this offer? Okay, so this is what it looks like for the one that we just reviewed. So if we look at this, right, let’s review it. Is this clear? Is this meeting all the criteria of a power offer? Well, obviously, yes, this is the first power offer that we created. But is it clear? Yes. What do I want to do? Build you a webinar. I’m targeting the audience who already knows about webinars, they want one but they know they are a ton of frequent work. They want it done fast and they want it done right. So those are the main things that I’m focusing on. What’s the benefit? Fast turnaround not knowing what to say. What’s the time element? 24 hours. And is there any proof involved? Yes, standing up there holding a Two Comma Club Award. Right?
It’s very, very simple to start to test these messages. And, and I go through a lot more deep diving, when we’re working with our clients, we’re working with students to really uncover what it is that they’re going to respond to. But sometimes if I’m in a hurry, I just create these and I start testing messages and start testing promises and I can create these in a matter of 10 to 15 minutes, launch them, see if they’re generating responses. And if they are great, if not, no big deal. We’re going to test more power offers. But you’re starting to see how simple and powerful that this is. I mean, like, it’s from the approach of what we’re taking it’s quite powerful.
So let’s go through another example. These guys, Rocky Ullah and Adam Linkenauger, they run a company called Get More View. And they were using YouTube to generate thousands of free leads. So that was the main benefit that they wanted. So they were running a coaching program, and they were looking for coaching students. So their power offer was attention of internet marketers. If I offered to show you how to use YouTube’s classified ranking algorithm to generate thousands of free red hot leads each month in any industry and market without spending a single penny on ads. Would you take me up on that offer? My company just opened up availability for a few more coaching students, we’ve not only grown our own YouTube channel to over seven figures, we have 100 million views and 1.1 million subscribers. We’ve helped countless others just like you grow their business to six figures and beyond using YouTube as a lead source. Are you next?
Okay. So again, framing the offer, framing the promise. We’re not giving away anything, you know, we don’t want them to be hooked in with free training or stuff. We do say get a free case study here. But it’s all about we’re looking for clients, we’re looking for students, what’s the benefit? No ad spend, use YouTube to generate 1000s of free red hot leads, without any ads.
So when you do this, right, you start attracting interested buyers. You start attracting interested buyers, not necessarily freebie seekers. You validate the thing that matters most, which is your offer, and you’re able to quickly test and pivot. I will say this doesn’t work exclusively, this isn’t exclusive to only ads. This works for any source of traffic, we’ve had $70,000 launches, doing this to a JV email list. We’ve done this with, we’ve had clients use this for YouTube ads, we’ve had this for, you know, social media posts, organic marketing posts, a lot of people who saw at the beginning of this presentation, they weren’t running ads to it, they were only doing it to their their own internal audience, right. So it’s meant to kind of capture those people that are in your market that are interested in your services, and they just haven’t seen your offers yet. And so it’s all about making those direct offers and capturing that attention to capturing those people who are ready to buy now.
Alright, so let’s go over the mini webinar. Right, so we got the power offer, we got the mini webinar, let’s break down the mini webinars. So the requirements of a mini webinar are very similar to the power offer. A rule is sales first then marketing. Offer first then marketing, right . Lead with your promise then give them the needs no information, no more than 15 minutes. Get them to buy into your methodology. Above all, what’s your method? What is your mechanism? What is your unique mechanism? What’s your system, right? That’s what I mean by your methodology. And we focus on catch-all marketing, maybe we want to market to the top line top level buyers first, to capture the entire market so we can down sell those who aren’t qualified for the top tier. This makes our marketing extremely efficient. So the mini webinar is broken down into seven core elements.
Element number one, make the offer this usually takes about 30 to 60 seconds. Element number two authority. Okay, build your authority. Why should somebody listen to you? really spend no more than 30 seconds on this and focus only on the key elements that are related to your presentation that are related to the topic that you’re talking about. This doesn’t need to be your hero’s journey story. This doesn’t need to be any of that stuff. This is ‘why are you qualified to talk about this offer’? And that’s it. People care very little about you in the cold traffic world. So given the need to know information and move on. Unique mechanism and market problems, spend about one to two minutes on this and we’re gonna go deeper into this into each element in just a second. Press the pains of the old way and the new way and create the gap. Introduce your new model in your analogy. Give them a process and then recap and repeat the offer. Okay, all this should take no more than about 15 minutes.
So let’s break it down. Step number one for making the offer. Remember, we’re not promoting free training, people get confused when they hear the word mini webinar, they think it’s a free training, it’s not. Right, we are making an offer. So let me give you an example. In our mini webinar, this is the script that we would use, we’d say we’re looking for our next three partners to personally launch their program in less than 10 business days. So they can quickly dominate their competitors, build a recognizable name in the industry, and grow their business, like we’ve done for previous clients that have reached six, seven and eight figures, and have the potential to impact thousands of lives. Maybe that’s you. Okay, that’s our offer statement. That’s our offer sentence, the very first thing that we lead with in our mini webinars, you go to NewWaytoLaunch.com, you’ll see that mini webinar that I’m talking about.
Then we move on to authority, right, and we’re gonna spend about 20 to 30 seconds talking about our authority. People care very little about you. And I’m serious about that. So really, the authority that I give in my mini webinars are very similar to the authority that you saw in the one slide that I gave earlier on in this presentation, right? I basically say our team has consulted on hundreds of presentations, and we’ve done this successfully for X number of people, right? Maybe I’ll say we have X number of Two Comma Club Awards. If I’m going after the Click Funnels market, it all depends. But you know, I’m only talking about credibility that relates to my offer. That’s it.
Number three, unique mechanisms and market problems. If I were to highlight one of the most like, what’s the one thing that you know, aside from your offering your promise? What’s the next thing that you really need to focus on? This is it. Your unique mechanism and your market problems, right? Most importantly, your unique mechanism, especially if you’re going into a competitive market, where let’s just say it’s health and wellness or weight loss or fitness, right, everybody in their brother has seen every type of promise made out there, you have to differentiate yourself with your unique mechanism. So really spend some time on developing what your unique mechanism is. So bring up the current problems your market is facing and introduce your solution as the new opportunity. Right. So my unique mechanism is the mini webinar. At the time. People are knocking it off now. And there’s people out there talking about their own mini webinars, which is totally fine. But at the time, I was the first one to come out with the mini webinars. So that was my unique mechanism. So people were interested, whoa, what’s a mini webinar? I’ve never heard of that before. So I would call it you know, the $50,000 mini webinars system is a shortcut.
So then we go on, after we introduced the unique mechanism, we press on the pains of the old and the new way, press on the pains of the old way, and we create the new way and create that gap, you always want to create that, that gap of where they are and where they want to be. Right. It’s the famous Dan Sullivan, one question or the single most important question, right, creating that gap in their mind. So, for example, how we create the gap, as we say, most experts launch backwards at launch the wrong way. Most people in the information marketing space launch with the ascension model. This sucks, and here’s why it’s completely backwards. So everything that I talked about earlier in the presentation of why we do dissension versus ascension, I talked about that very, very quickly in my mini webinar. So that’s the gap that I’m creating. Because I know so many people think they gotta build a list, do content marketing, before they can launch their program before they can launch their offers. So I go through a couple of examples, or a couple of those stories where I’m creating that gap, and I’m pressing on the pain.
Number five, introduce your new model and if you can, use an analogy to help hammer the point home. So for example, we built a new model for fourth graders called the perfect expert. That’s our new model. And the analogy that we give is the Tesla analogy to drive the point home. Now when I’m on a sales call, when I’m on an enrollment call and talking to somebody, my enrollment calls are usually only about 20 minutes because they go through my mini webinar, and they’re pre sold on my process. I don’t have to spend time explaining my process. I don’t have to spend time explaining my methodology. And I asked them before I even got on the call with them. Number one, did you watch my video? Did you watch my mini webinar? And number two? What did you like about my process? What makes you feel my process is right for you.
And what I’m looking for, is I’m looking for them to start feeding me back these things. I want them to feed me back my language, my branded language. They’re gonna say one of two or three things. Oh, I love the Tesla Model. Right? I love your mini webinar. Like I don’t want to do a longform webinar. I love the idea of a mini webinar, or I love the perfect Tesla model like those are the three things that I hear back from them. They say all this makes sense to me because XYZ so you want to create that inside your mini webinar and ask them what about our presentation makes you feel this is the right approach for you. So then we go into the process, and we spend about two to four minutes doing this, we show steps for how to implement this model, meaning, you know step one, we create a power offer step three, create a mini webinar, sell your high ticket version step three. Step two is mini webinars. Step three, we scale the long form webinar. That’s our model, meaning, once we start making 50k a month with a mini webinar, then we build a long form webinar to start selling your productized versions, we can reinvest down the value ladder, right.
Finally, recap and repeat the offer that’s literally just a copy and paste of what you’re saying at the beginning, and you’re recapping your steps, recapping your process and repeating your offer and giving a call to action. So by the time they get on the call with you, you want them to know what your model and process is. These are the two most critical elements that will get people to buy if they don’t understand this they will not be sold. They will not be sold. So they should be pre-qualified and pre-sold and pre-educated and interested in your top level offer when you get them on the phone.
Outro 20:49
Thanks for listening to the Timeless Marketing podcast with Brian Kurtz. Visit BrianKurtz.net and click ‘Podcast’ at the top of the page for a full transcript and show notes. If you’re interested in working with Brian personally inside of Titans Xcelerator, go to BrianKurtz.net/help to see how Titans can help you grow and scale your business. That’s B-R-I-A-N-K-U-R-T-Z.net/help.