Today I’m going to give you a shortcut that you can use to stand out from the competition, and all the other noise that distracts people online, win over your perfect prospect and increase your conversion rate as a result.
You’re going to get a shortcut to delivering a powerful message that grabs and holds the immediate attention of your prospects.
This is a formula from copywriting genius John Carlton.
He claims that most marketers screw up at this so we’re going to use his formula to make sure we do it right.
Because you only have a couple of seconds to grab and hold the attention of your prospect, we need a shortcut that bypasses all the other stuff competing for their attention.
When you use this, the second that your prospect reaches you, they know that they are absolutely in the right place.
Your Perfect Prospect
But what is a perfect prospect?
It’s someone who desperately needs your offer, it’s someone who is in front of you at that time when they need it, and it’s someone who can afford to buy your offer.
The shortcut that I’m going to give you works in person, it works through print media, and it works online.
So you can use this on your adverts, in your emails, videos, and blog posts.
This works like crazy because the prospect they don’t know, they don’t trust you and they don’t want to be sold to.
They just have a problem – something they need to fix.
And you have the ideal solution.
Because you have the exact fix that they need, it’s your job to help them realize it – without freaking them out and without making them feel like they’re being sold to.
You really do only have a couple of seconds to grab and hold the immediate attention – and then deliver enough information to your prospect to keep them engaged and keep them interested.
So what do you do?
Your Mission
You have to give them enough information for them to realize who you are and what you can do for them.
And then you have to position it in a way that grabs their attention and holds their interest.
John Carlton says that most marketers can’t explain it in 30 minutes, let alone in a couple of seconds.
That’s because most marketers really don’t have a clear idea about what they do, and they don’t know how to best present that so other people can understand it easily.
The Formula
So here’s the formula – this is going to help you to achieve all that.
We help ____
Do ___
Even if ____
All you have to do is just fill in the blanks.
I’m gonna go through this in a bit more detail to help you understand it properly.
We help ____ – this is going to be a group of people.
Do ____ – that’s the exact benefit of something – it could be do something cheaper, it could be faster or it could be easier.
Even if ____ – that’s the worst case believable scenario, an obstacle.
I’ll actually give you an example.
An Example
For me, it could be:
“I help marketers create high converting videos, even if being on camera terrifies them.”
The first part is to identify a group of people who you can help.
The second part is to identify how you’re going to help them – what the main benefit for them is.
The third part is the worst case scenario – you’re removing the obstacles.
And those three things will help you to communicate your message clearly to your perfect prospects and will ultimately result in more sales for you.
Now you’ve got a system in place and you’ve got a checklist.
And I’ve just laid out everything you need so you can use this to separate yourself from all of the noise out there on the Internet and give your perfect prospect a compelling reason to buy from you.
I’m gonna leave it there for today, I hope you found this useful and if you have please pay it forward and share it with the people who need to know – they’ll probably be very thankful to you as a result, and it helps me out in a massive way too.