hey miles here miles Becca calm this
video reveals my five-step persuasion
process so you can convert more leads
and generate more sales with your
internet marketing now every digital
marketer every digital entrepreneur must
master the art of persuasion because
ultimately your audience members your
visitors they all have problems in their
lives that they're seeking to solve they
all have goals that they're seeking to
achieve and in theory your products your
services your coaching etc is the
mechanism that's going to help them
achieve their goals or solve their
problems therefore you have a duty and a
responsibility to persuade that
individual to buy in and invest into
your solution because your solution is
actually going to work for them this is
why persuasion is a very positive and
powerful technique skill one could say
that you must master as a digital
entrepreneur because this is what you
use to help your audience members get
the desired result that they already
have right so that's why we're gonna
cover this exact persuasion process and
again this is really or maybe not again
but this is also why I'm such a big
proponent of studying copywriting I've
been reading copy writing books for 10
15 plus years I've been going through
other day I did release a video where I
share my favorite copywriting course
it's got 20 sales letter templates each
one of those templates follows this
exact framework to the tee and it gives
you the headlines and the bullet points
and all the bits and pieces to work with
so it makes it really easy I'll have a
link to the video where I review that I
showed you behind the scenes inside of
that product that'll pop up above my
head now and obviously check that out if
you're interested in more support with
creating sales copy but if you're just
looking for a persuasion framework so
you can kind of do it yourself that's
what we'll get into right now so let's
get on the computer I'm gonna pull out
my sketch pad here and ultimately we're
just gonna draw this out and talk about
the individual pieces for you because
it's really quite simple yet there's a
lot behind it so number one the first
thing in the persuasion framework is to
identify a big burning problem
now as we mentioned before your visitors
your audience members they've got
problems that they're actively seeking
to solve that's probably how they
encountered you
they went to YouTube searching for a
solution they went to Google searching
for a solution they found your content
they began to look at your other content
they opted in to your list they like
where you're taking them because they
feel like you can help them solve their
problems or achieve their goals so your
content piece that's designed to
persuade needs to lead with a big
problem and when your content piece
generally this is the headline doing the
heavy lifting here when that headline
identifies directly with their problem
they've been internalizing they've been
maybe fretting about thinking about
losing sleep about and you're able to
define that problem in a way that's so
clear and so concise they have this
moment where they feel ah this person
really truly gets me they understand my
problem they understand my challenge and
in that moment they psychologically
begin to believe that since you
understand the problem so clearly since
you were able to articulate that
challenge that they're facing so clearly
you obviously are the individual who has
the solution so how big of a portion of
your content does the big problem
require well it depends on where this
fits in to the overall plan right if
this is an opt-in page your headline
alone can really identify that big
problem and meet that user that reader
where they are if you're writing a sales
letter for a membership program or for
an information-based product it could be
the entire headline the sub headline the
lead and possibly even the first couple
of pages of that sales letter how long
does it need to be well long enough to
truly help them self identify that you
get them remember they're tuned in to WI
I FM they're thinking about their
problems their goals their desires their
wants and their needs and when you
address those and you're on par and in
sync with that conversation they're
having in their head they instantly grow
to trust you like you and they believe
you have a solution which is what we
transition to
number two is a unique solution
now it's really important to notice that
I call this a unique solution and not
just a solution if you're another me to
marketer out there in the world
promoting that same thing that someone
promoted to you and there's no
differentiation point between what
you're doing what thousands of other
people are doing you could have a really
hard time growing a successful long term
business because your prospects are all
thinking in their mind yeah well but
I've tried everything that is one of the
most common thoughts when you identify
the problem that they're seeking to
solve is they have this internal
thinking you have but I've been trying
everything they've also probably been
googling and youtubing and searching for
their solutions for months weeks
possibly even years or more so they've
seen a lot of different pitches they
know all the me2 products they know all
the me2 systems they're looking for
something that will help them think aha
that's new that's unique I haven't heard
of that before I haven't tried that
before this is worth my time reading
more now notice I didn't say this is
worth my time buying it's worth their
time to read more and to learn more this
is the portion of your sales content
that would hold your story your zero to
hero story and I've talked a lot about
using story in marketing there is
actually a bonus report inside that
copywriting course all about your
personal story for persuasion because
it's so powerful if you want you can
study Joseph Campbell's hero's journey
and that's the basic framework of the
story you need to use but when you tell
your story of going from where they are
having that challenge that problem that
desire that was still unfulfilled and
you set out and you tried everything and
you either met a mentor or you found and
stumbled upon a specific system that
helped you solve that goal and now
you're teaching them that exact system
or teaching them with that mentor taught
you bingo they followed along in their
story they follow wrong in your story
and they can now visualize themselves
taking a similar path that you
which is really exciting to them also
because the human brain is really wired
and pre-designed
to accept stories because a lot of human
history has been built on kind of verbal
history the whole written word thing is
actually still quite new in the history
of humanity and then that brings us to
number three which is proof proof is so
key to the long-term success of your
content pieces because humans are
skeptical even though they just read
your story about how you went from zero
to hero they believe well it worked for
you but it won't work for me or I can't
do that or I've got this problem or that
problem in the way or flat-out
I don't trust you I don't know you I
don't like you I don't trust you yet so
this is where the proof component comes
in and it is so powerful the best type
of proof is testimonials from your past
clients and your past customers who have
achieved the goal or have solved the
problem that you're seeking to help with
this exact item right so you want to
share the testimonials you need to be
collecting the testimonials testimonials
work best when you have the person's
image their full name I'm talking first
and last name and also their kind of
unedited actual raw testimonial inside
of there you need to really layer on the
testimonials you can put some proof
before and then again at the end of this
process when you get to the last piece
you can add more proof at the very end
it's probably impossible to add too much
proof to a sales page as long as you
organize it neatly and tightly because
those kind of words and phrases and and
your past clients sharing their
experiences with your teaching with your
methodology with your process that
ultimately is the best sales person you
will ever have because you get third
party credibility that is how the reader
begins to know like and trust you even
more is learning how awesome you are
from all of those people you've helped
in the past so the proof is an absolute
key you may be your initial person of
proof right you might be that first kind
of the proof might be that you have a
case study or that you went from
60 pounds and now you're a hundred and
ninety pounds and you documented that
process that might be the proof you
might be your own living proof but you
do want to be working with individuals
with small businesses if it's b2b and
you want to be building up your case
studies and your testimonials of others
that have had great results for you and
when you help them get those results
take time to ask for and capture the
testimonials I have a great video on how
to ask a specific series of question to
get great testimonials and you can just
search my channel to find that video
because it'll be really helpful if
you've got a lot of people you've helped
but you haven't taken time to get those
testimonials it's key to this persuasion
formula number four is the offer itself
so at this point you are starting to
explain what your system is what the
courses what the coaching is what those
different components are now this can be
very very different because you can be
everything from a physical product
that's being sold and the benefits of
that physical product to a one-on-one
type coaching session where you get on
the phone with someone to an information
product that they purchase and they
download and consume on their own the
offer is really what you want to use to
structure all of the pieces that are
included the actual value of everything
and that's where you oftentimes will see
what's called the kind of value stack
where they will add on all of the
bonuses all of the pieces that put the
retail value for each component and then
they go with the we're not gonna charge
you this thirteen thousand three hundred
sixty two dollars which is what it's all
worth we're not gonna charge you nine
thousand we're not gonna charge you one
thousand today you can get it for four
hundred and ninety five dollars and you
work them back down from anchoring a
high price down to the ultimate price
and then you have a call to action a
very clear click the button below to get
started today and then you have the
actual button itself the offer is
something that you can duplicate
throughout the sales letter so this is
after step five you can add more proof
and then you can add the offer again at
the bottom it's usually laid out in a
different way and it looks like an offer
section so it might have a different
color background behind it etc
and you probably will want to include a
money-back guarantee
after the button itself because the one
thought they have when they see that
button is well what if this doesn't work
right they want they want to know that
you're willing to stand behind what
you're offering and we do that through a
sixty day money-back guarantee or a
thirty day money-back guarantee etc and
it's best to have that in very very very
clear writing we've always stood behind
our products but we didn't always
advertise that we had a money-back
guarantee so when we started advertising
that fact that we had a money-back
guarantee we instantly saw a bump in
conversions and we have not seen an
increase in refunds at all our site-wide
refund rate for my wife's business is
still down under two percent even though
we clearly stated on every sales page
and on every checkout page that we are
happy to give you your money back if
this product is not for you so it will
increase conversions and it rarely I've
actually never heard of it
increasing the refund rate more than it
increases the conversions so if we're
gonna honor that and we're willing to
stand behind it advertise it make sure
that sees the light of day cuz that can
be one of those little persuasion
tactics that will get them over the hump
then number five is a reason why now
this is the urgency component and it's
so important for you to have urgency
inside of the different kind of sales
pages and the different items that
you're putting out to the world
urgency is the fear of loss it triggers
the fear of missing out the FOMO or the
fear of loss in the individual which is
a very motivating fear so for the miles
per miles Becker brand I have the
content and conversion membership
program where I've got a sales letter
there when I first launched this out I
launched it for a founding members price
of $29 per month and I made it very
clear that after seven days that price
was going up so I launched it out and my
Y now component was the fact that the
founding group of members are gonna get
a low price they're gonna be
grandfathered in at that price and
ultimately I'm gonna be bumping that
price up to $99 per month so the
individuals who know me
trust me like me they read the other
components they read the offer and they
still weren't sure now they have this
deadline ticking in their mind that they
know come seven days from now it's going
to get more expensive to get the exact
same thing they might as well just join
now my membership has evolved a little
bit I was having challenges with new
people coming in every day so what I'm
doing now is I've actually closed the
membership so you can't even go sign up
now maybe if you're watching this video
in the future as of the recording of
this video it's actually closed there's
just a waiting list and I will be
opening the waiting list it'll have a
new and different price it won't be $29
a month anymore because that's already
passed and then it'll be open for seven
days and then I'm gonna close it down
now for me as the kind of the the
choreographer or the the individual
running the membership program it helps
me to bring in a group of students at
one time I help them all get comfortable
with the process I help them all get
started with the system that I've built
at the same time it saves me from having
to help an individual every day or three
individuals one day and two individuals
the next day getting started so it's not
like I'm creating a reason why now out
of thin air it is actually a function of
the business itself it's easier for me
to bring in a group of students together
get them all going at the same time work
with them until they're all moving
forward on the path getting progress
towards their goals and then I'm able to
consider reopening it to bring in yet
another group of individuals right now
it's been closed for about a month and
that's my process and then the second
component of why now is I'm still not at
that $99 a month I'm right around $59 a
month now so I'm gonna keep creeping it
up so not only does it close at the end
of this week but it's probably not gonna
be offered at this price ever again so
those are my two pieces of the why now
piece my wife and I use time-sensitive
discounts quite often in her business
we'll sell our seventeen dollar
meditations sometimes for eleven dollars
with a time-sensitive promo code that
only works for a few days because
getting that little extra leverage is a
great way to get people over the fence
and that's it that really is the in
entire process you start leading in with
a big problem you want to have a unique
solution that you're promising that
makes them think I've heard of this
before this might actually work for me
bingo you're on the right path when they
have that feeling then you want to stack
on the proof show that you've helped
others let other people you've helped
let your past clients be your raving
fans they're gonna help you sell your
product better than anyone else in the
world and this also really kind of
reminds you that you have to be able to
help people right like those who make
money online are those who actually add
value to the lives of others and
actually help others so you need to be
able to help people so if you haven't
helped anyone yet get to it start there
just help people for free and start
collecting the testimonials that will
pop up on your blog in blog comments or
on your YouTube channel or if you do
one-on-one sessions and you're doing
free sessions to help people get the
result to prove you can make sure you
take time to videotape their video
testimonials and get them written out
etc etc then crafting your offer it
needs to be an irresistible offer really
needs to be that thing that they've been
really looking for it is the solution
that they've been looking for but they
didn't know was out there that's
actually finally gonna help them solve
their problem include a money-back
guarantee it will bump conversions and
it will not increase your actual refund
rate it's amazing how well that works
and then the why now you need some sort
of an urgency component in there when
you get all these pieces of the puzzle
working together you will be amazed at
how well this works for you to grow your
business you'll be amazed at how well it
actually works in the conversion aspect
and ultimately that is the persuasion
framework when you get all of those
pieces working it can be in a very
simple opt-in page and it could be just
a headline bullet points the button and
then a testimonial below the button that
actually is enough to get all of these
persuasion tactics on one little page
able to be read and consumed in a matter
of seconds because that's what an opt-in
page should do sometimes on your sales
pages it can take ten or twenty pages of
written content in a word document and
that is yet another way but oftentimes
those types of sales letters are going
to generate even more Rev
and they're selling higher ticket
products you need to create enough
content to hit all of those individual
items without adding too much filler or
anything other that doesn't need to be
there because ultimately you need to
keep their interest you need to keep
their attention you need to keep them
moving through those five steps to get
them to that point where they're ready
to take action that is your goal and
that is ultimately your job and if
you're interested in getting help on the
end screen I'll have a little image
pop-up it'll have a guy's head on it as
doorman Dan he created the product that
is the copywriting product that has the
20 templates if you just want to use
templates to do this click on that it'll
take you over to the video where I
review it you'll see behind the scenes
of the members area exactly what you get
other than that thank you very much for
your time any questions you can ask me
in the comments below give me a thumbs
up if you made it this far and haven't
given me a thumbs up yet but I'm
guessing you already did so thank you
very much for that and ultimately I'll
catch you on the next video I put out
three videos a week and I look forward
to connecting with you on the next one
until we meet again thank you very much
for your time be well and I'll see you
again soon
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