I’m not a natural when it comes to marketing of business. So I have to methodically and consciously do those things that might be obvious to others. As an example of what I mean, here’s a story that Dan Kennedy told about a coaching client who no longer liked Dan’s advice:
This coaching client followed all of Dan’s marketing advice.
​​As a result, the client became booked months ahead of time… he had a steady pipeline of new work… and he couldn’t handle any more business than he already had.
“In other words,” Dan once said in front of a crowded room, “this guy didn’t have a marketing problem any more. He had a capacity problem. So what do you think I told him to do? That’s right! I told him to raise his prices. Drive away some of his current clients. Create a vacuum. Then he would have a marketing problem again, and that’s one I know how to solve!”
Like I said, Dan’s coaching client didn’t like this advice. Maybe it wasn’t what he was hoping for. Or maybe it seemed self-serving.
At least that’s the lesson I got from it:
If you’re in business, then the advice you dole out should be self-serving. In other words, don’t offer advice on problems that you cannot fix.
Obvious, right?​​
For example, maybe your problem is that you don’t have enough front-end sales. So if you like, let me offer a bit of advice.
Write what I call a horror advertorial. This is a first-person story that looks and reads like a blog post… full of misery, drama, and suspense… which ties into your offer.
Run Facebook ads, whether text ads or video ads, to your horror advertorial.
Link the advertorial to an offer page that gives all features and benefits of your offer.
And that’s it. Do this process reasonably well, and you will get more front-end sales than you can handle.
For example, the main clients I worked with for over two years used this model over and over. At the high point, they were doing 2,000 front-end sales a day, just by cloning this same funnel for different offers.
More recently, I helped a supplement company with a squeaky-clean image implement this same horror advertorial funnel. As a result, they went from $2k a day in profitable ad spend… to $12k a day.
What’s that?
You don’t like this advice? You don’t think it will work for you? It seems self-serving?
I can understand. But it’s all I got.
On the other hand, if more front-end sales is something you lust after… and the horror advertorial funnel sounds like something you could profit from… well, then that’s a problem I know how to solve. As a first step, sign up for my email newsletter. And then we can talk.