This identity is very similar to the leader, but instead of leading his audience on a journey to find the result, he is more likely to bring back the answers to give them. The Reporter or Evangelist: This identity is often one that people use when they have not yet blazed a trail to share with an audience, but have a desire to.
So they put on the hat of the reporter or evangelist and go out to discover the truth. This is the identity I used when I got started. I became a reporter, just like Larry King or Oprah. Because I started interviewing all these cool people and sharing their stories and lessons, I started building an audience of my own. People kept seeing me with these other high-profile people, and over time, I became associated with them. My status went up because I was constantly in the company of high-status people.
The knowledge and credibility I gained from being a reporter naturally evolved into my coaching career. The Reluctant Hero: This is my personal identity now, and typically the one that I try to share with my audiences.
But he knows the information or the secrets he has are so important that he must overcome his shyness and share them with the world. Many of you may feel this way naturally. The spotlight is uncomfortable, but you know you need to be there.
Play the part. Leader, adventurer, reporter, or reluctant hero: You probably identify strongly with one of these four archetypes. Determine which type is a good fit and build out your Attractive Character using the traits for that identity. And there are six basic storylines that businesses use over and over again in emails, sales letters, landing pages, and other communications.
We use them because they work. Each one is crafted for a specific purpose. Once you learn how to utilize these storylines, you will see for yourself how powerful they are and want to use them over and over in different ways. I was on top of the world. Life was great. If you have your own loss and redemption story, great! If not, you can always borrow one from one of your followers or even from the mainstream media or a movie you like.
Us vs. Them: You want to use us vs. Remember the power of polarity? Using these types of stories will draw your raving fans even closer and give them a rallying cry against the outsiders.
Then I tried Program X. Then I got Program Y. Then I tried Product Z. Now, I have a mansion in Beverly Hills. In fact, you can often tell the whole story with just pictures. These stories are powerful motivators, and you should use them often. The lure of secrets draws the reader into your funnel and up your Value Ladder. Get as many third- person testimonials from your customers, clients, and students as you can.
Or use them as stand- alone stories and case studies. Start assembling your identity, your stories, your flaws, and your line in the sand.
Most entrepreneurs never think about this vital communication tool. Like I said before, creating your Attractive Character can mean the difference between making one thousand dollars a month and one hundred thousand.
The way you introduce your character can mean the difference between a subscriber opening your emails consistently or hitting the delete key. For years I tried dozens of ways to build a quick relationship with people after they joined my list, but I always struggled until I learned a concept called the Soap Opera Sequence from one of my friends, Andre Chaperon.
The programs are continuous narratives that never conclude. The goal is to create an instant bond between your Attractive Character and the person reading the email.
But if you give them something interesting and hook them with an open storyline in the first email, then they will look forward to the next one, and the next, and the next. There are a few different ways you can do this.
The key to making this sequence work just like a soap opera is you have to open and close loops that will drag your reader from one email to the next. For example, I may tell readers in the first email that I discovered the secret to getting rid of their nerve pain forever without expensive pain medications or side effects.
Then, in the second email, I will give them the secret, but then I open a new loop that pulls them into email number three. The tactic pulls you from commercial break to commercial break, from episode to episode. Let me walk you through the five-email Soap Opera Sequence that readers get when they join my lists.
This is the first email, a thank you note, that people receive the minute they sign up for your list. It sets the stage for the emails to come and lets people know what to expect. Are you going to email them once a day, twice a day, or once a week? For this first sequence, I recommend once a day for the best results. About ten years ago, I started my first online business while I was in college selling potato gun DVDs , and this little hobby became my obsession.
I started selling all sorts of things online and have become a student of marketing. My other businesses are where I test and try stuff out My goal is always to give away better stuff for FREE than what other people charge for.
BUT only if you open the email when it comes. Yes, you heard me right. I want our relationship to start out great. Sound good? Cool, then look for that email tomorrow. Email 2: Open with High Drama. Tell them the events that led up to the high-drama moment. How in the world did you get yourself into such a predicament? Typically, your backstory is going to take you back to a similar spot the readers may be in now.
You want to bring them on a personal journey with you. This backstory will lead up to a spot where you got stuck and hit a wall. Usually this is where the readers are in their lives right now. They are stuck, and that is why they are open to your answers.
You explain to them how you hit that wall and then found the answer. Just open the loop, and promise to close it in email number three. I had been blindly following the status quo for fifteen years, moving towards one goal, only to find out the whole thing was a lie. I looked to my left.
Only THEY had smiles on their faces. It was Saturday, May 14th, It was the day I was finally graduating from college, the day my parents had told me about for years. But what about the next morning? For most of the people who graduated with me, IF they were able to find jobs, they were going into entry-level jobs making thirty to forty thousand dollars a year.
Barely enough to cover the monthly payments for their student loans. Loans which, by the way, are non-dismissible. EVEN if you declare bankruptcy.
Not for me, but for them. Because for me, I knew what my next step was. Just two years earlier, I had stumbled on a cool way to take the things I was good at in my life and turn those things into a business. This was a business that had made me two hundred and fifty thousand dollars my senior year in college and would go on to make me over a MILLION dollars within just one year of graduation.
Would you like to know what I found out? Are you interested in how I was able to get my idea up and running with literally no money, while I was going to school, wrestling, and spending time with my new wife? If so, then look for my email tomorrow. The subject line is [DCS] Ch. I almost forgot. Talk to you tomorrow! Email 3: Epiphany. You have an epiphany. By now the reader is so hooked in, they want to know and hopefully buy your solution.
Body: I was sitting in my college classroom. I assumed he was making about fifty thousand dollars per year. My estimate may have been low or high; I have no idea. If he was working forty-hour weeks, then he was probably making about twenty-five dollars an hour. I had paid fifty dollars for the book, and I thought it was awesome. I knew the person who wrote the book had said that he sells, on average, one hundred copies of that book per day.
One hundred copies! I was doing the math, and at fifty dollars per book, he was making about five thousand dollars per day! The book did the teaching for him! He was able to create it once and then get paid for it over and over again! I wanted to sell it like this author!
And by my senior year in college, I had made about two hundred and fifty thousand dollars! And within a year of graduation, I had made over a million!
And I did this all by focusing on ONE thing. Selling my knowledge the right way! Would you like to know how I did that? I posted the video here: www. Thanks, Russell Brunson P. Look for that email tomorrow! Email 4: Hidden Benefits. In this email, you want to point out benefits the reader is getting by knowing you and following your plan or by using your product. This gives you another reason to email them, and it gives the prospect another chance to build an even stronger bond with the Attractive Character.
This email will point out the hidden benefits they may not have thought about before. So, you want to come up with parables stories that demonstrate those hidden benefits. Show them how you can take time off whenever you want, and explain how that makes you feel. When the reader thinks, Man, I want that for myself! But what caught me off-guard was how helping people get what they want in life actually changed the quality of my own life. Sure, I started to make a lot of money, BUT Does that sound more than fair?
This is usually the last email in my Soap Opera Sequence. You do that by adding urgency into the equation and then using a call to action CTA. What legitimate reasons can you come up with that would make them need to take action right away? Whatever the reason, it needs to be real.
Or give readers a coupon that expires in twenty- four hours. Be creative! Yes, if you read this email tomorrow, then I apologize, because it will be too late. Then go get your ticket ASAP here: www. Email 2 pulls the reader to Email 3. And so on. The emails themselves should be easy to read and fast to scan. So, use one or two sentences per line. Add in lots of white space. Do not use long paragraphs that slow people down.
I like to write out the basic structure elements first. Then I fill in the juicy details and emotional hooks. You probably noticed a couple of other things in the example emails. First, I use loads of personality. And along those same lines, you may have noticed some grammatical errors. Remember, your Attractive Character needs flaws so people can relate. That goes for your emails, too. To download: Go to www. Now what?
How should your Attractive Character communicate with your list going forward? But the basic idea is I will play myself. But, even nothing is something. Jerry and George glare at each other. The receptionist enters. You know, you eat; you go shopping; you read.
You eat; you read. You go shopping. You read on the show? Tell me about the stories. What kind of stories? No stories.
So, what is it? Nothing happens. I, for one, am not going to compromise my artistic integrity. To Jerry Right? Yes, that was the dialog from one of my all-time favorite TV shows, Seinfeld. It was funny because the show Seinfeld actually was a show about nothing. When I first started growing my list, I really struggled to send emails. What did I have to say that was important enough that people would want to open and read it?
So I started focusing on writing great, content-packed emails that often took days to write. I thought that was the answer. What the readers responded to was. You want your Attractive Character to be fun and entertaining. I used to feel that way, too. I used to email once a month, and my response rates were horrible. So then I started emailing twice a month. I more than doubled my income. The secret to keeping your subscribers happy to hear from you every day is using the Seinfeld format.
Be entertaining. Just talk about your day. These are emails about nothing. Just random episodes and entertaining stories. It might be your core offer or some other product or service. Both these examples made over one hundred thousand dollars each when they were sent out to my list.
They are both great examples of emails about nothing. I saw his product and KNEW it was a home run. Armed with this information, she called the guy up She started sharing some of my ideas with him, and then he stopped her. Now, while he was right about me not knowing anything about golf.
I then usually introduce the client to the gurus I know in those areas. Those are the things we bring to the table for our Ignite people. My goal for that group is not to teach them more stuff. Either way, he lost out. You can just plug in and run with it Our next Inner Circle meeting is here in Boise in May. If you like to flush money down the toilet. In fact, I just found my old weight-cutting clothes this morning. Then tomorrow, I get to step onto a mat with a bunch of younger, faster guys whose ONLY goal in life is to choke me out.
So, why do I tell you this? Because this week, we did well over six figures in sales. And while that is a pretty normal week for us, this week was special because we also did it You guessed it. I spent most of this week in the wrestling room, getting ready for the tournament this weekend. Yet, we still did six figures in sales while I was gone. Would you like to learn how I did it?
Are you ready to take your company to the next level? That gives me time to work personally with two more people to help build out their funnels. Wish me luck this weekend! Do you see how the story eventually ties into a product? And once you get the hang of it, the writing goes pretty fast.
You can even dictate the email, record it on your phone, and then send it to your assistant to be transcribed. One thing I should note here. These are broadcast emails, not auto- responders. Soap Opera Sequence emails are set up to be an auto-responder sequence. That means after someone signs up, they get email one on the first day, then email two on the next, etc.
Seinfeld emails are different. After someone has completed your SOAP series, they should be moved to a broadcast list where they will only get the Seinfeld email that you send out that day. Seinfeld emails are typically not lined up in a sequence that everyone has to go through. Lastly, these emails do double duty when you put them on your blog. People often ask me what they should write about on their blogs, and I always tell them simply to copy and paste their daily Seinfeld email.
Seinfeld emails continue the conversation on a daily basis. The goal is to be fun and entertaining while you sell stuff. You can get started with this right now. Go download your Soap Opera Sequence template, and write your first five emails. Then start writing your Seinfeld emails and loading them into your email provider. If you get stuck for ideas, my team has compiled a list of writing prompts for you.
Download them at www. Section 3 is called Funnelology and will discuss the strategies behind building your successful sales funnels. The Internet is full of gurus teaching hundreds of different ways to generate traffic, and it seems like a new tactic or trick pops up every day. For me, I focus on one real strategy. I prefer to find out where the traffic already exists and then just plunk myself down in front of it and send it on a little detour to my site.
You will learn how to understand what they are doing, where their traffic is coming from, and how to transform their traffic into your traffic. I never start creating a funnel unless I know at least four of these five things. I never want two unknowns. For example, our supplement company has an older demographic of men and women.
So, we need to make sure we get our demographics right. When I first started working with our pain supplement, I had no idea who to target or where to find the traffic. So my team and I went through this process of reverse engineering some supplements similar to ours, and we found out very quickly where our competitors were placing their ads.
We found ads running successfully on survival websites, natural health websites, and more. By digging deeper and researching our competitors, a whole new world of opportunity opened for us. After we found some of these new demographics, over the course of two months, we were easily able to scale a product that was making twenty thousand dollars a month to making over five hundred thousand a month now.
Pretty cool, huh? When you know your demographics, you know who your target market is and where they are likely to be hanging out online. Once you have that information, it becomes very easy to scale your offer and build your business quickly. The offer comes down to what you are selling and at what price point you are selling it, including your upsells and downsells. When I want to find out what my successful competitors are offering, I buy their products.
I will easily spend hundreds of dollars to study their offers and their funnels. And I keep careful notes. This is critical competitive research. What emails am I getting? Yes, the sales funnel makes selling a breeze online. I learned tons of goosebumps and helped transform the way I do marketing online to this very day….
All the golden nuggets and strategies shared inside the DotCom Secrets book are essential secrets every business needs to survive. Honestly, the price of shipping fees worth every penny when you compare the immense values DotCom Secrets book brings to the table for your business.
Let me ask you, are you pumped and ready to take your business to the next level while making bigger impacts online? Want to fast-track your learning with advanced sales funnel training? Then I recommend you check out Funnel Hacking Secrets here! Disclosure: I am an independent ClickFunnels Affiliate, not an employee. I receive referral payments from ClickFunnels.
The opinions expressed here are my own and are not official statements of ClickFunnels or its parent company, Etison LLC. My ultimate mission online is to help you start, grow and 10X your marketing business results using proven selling process and marketing strategies that work… Feel free to explore more amazing content on the blog!
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