PART I — ASK: THE STORY
The secret? It’s all about appealing to people’s sense of self-discovery and curiosity—
People don’t know what they want.
Like many things in life, no one can force you to do it, otherwise it becomes a chore.
Just shut the hell up, and do it.
The Gary Halbert Letters was my first introduction to the world of direct-response copywriting.
Sometimes great things are created from the most unexpected and unlikely places.
PART II — ASK: THE METHODOLOGY
“Hey, listen, I know you’re not really interested in what we’ve been talking about, so which of the following options would you like me to talk about next? Would you like to know about Topic A, or perhaps Topic B, or maybe even Topic C?”
IF YOU HAVE AN EXISTING LIST
The reason why it’s so important to ask the open-ended questions is that you can’t assume to know more about the prospect than you really do.
..focusing 100% of your marketing on your most hyper-responsive prospects and customers,
So you want to combine and consolidate those buckets until you’re left with, ideally, three to five buckets that address 80% of your market.
The questions you ask in your Micro-Commitment Bucket Survey should mimic the experience someone might have if you were asking them a series of questions in person to get to know them a little bit better and recommend a solution to them.
STEP 1: ACKNOWLEDGE THEIR SURVEY SUBMISSION
STEP 2: PROVIDE YOUR DIAGNOSIS AND LABEL IT
STEP 3: EXPLAIN WHAT THE DIAGNOSIS
“People don’t care how much you know, until they know how much you care.”
STEP 4: EXPLAIN YOUR RECOMMENDED SOLUTION
UPSELL/ CROSS-SELL FRAMEWORK #1: SELLING VALUE
UPSELL FRAMEWORK #2: SPEED & EASE OF IMPLEMENTATION
UPSELL FRAMEWORK #3: FUTURE- PACING A PROBLEM THEY DON’T YET HAVE
GENERAL, BUT SLIGHTLY UNCONVENTIONAL EMAIL TIPS
NON-BUYER EMAIL SEQUENCE
..remember that we are aiming to come across like a friend, so just sharing a simple anecdote like you would relate to a buddy at the water cooler is the ideal tone.
..a natural consequence of actually using your product is that they go from a “beginner” to an “advanced” user. And once they become more advanced, they have new problems and needs that emerge. You are in an excellent position to assist with these new problems.