“He’s doing very well. He’s doing VERY well. You know what he’s clearing himself? 14, 15 grand a week! Why? He’s got the leads. He’s got the good leads!”
— Glengarry Glen Ross
A couple days ago, I ran a poll in my Daily Email House community, with surprising results. The poll question asked:
“What’s the highest-ticket offer you have sold successfully to your email list?”
I think there was a bit of selection bias among those who responded, because the majority said they have successfully sold offers of $1k+ to their lists. 20% even said they have successfully sold offers of $5k or more via email alone.
In any case, the next day, I ran another poll. I asked House members why they aren’t selling more of their highest-ticket offer?
This time, the answer came back almost unanimous and much less surprising:
86% responded that they don’t have enough LEADS.
Like David Mamet says in Glengarry Glen Ross, it’s always about the leads, the good leads.
So you want leads? The good leads? The Glengarry leads?
Here’s a bit of advice on that from Dan Kennedy, the marketing guru I have quoted most in my newsletter because I have learned so much from the man, and because he is so quotable.
In Dan’s words, here is how you get leads, the good leads:
===
My business comes to me because money follows and flows to authority.
For me, the journey toward this authority status began when I first published The Ultimate Sales Letter in 1981 — a book that has been on bookstore shelves without interruption ever since. It established me as an expert in the craftsmanship of letters that sell. It directly brought me clients, but much more importantly, it elevated my status above other copywriters. People wanted to hear from and get assistance from “the guy who wrote the book” about sales letters, and it is not accidental that the preemptive word “the” is in that title.
===
Important point that Dan makes:
Yes, a book can get you clients directly. But it also leads others to you, even if they never buy or read your book. The book acts as a mental shortcut, and puts you in a position of “preeminent expert I want to work with.”
So go and write a book.
Or if you know yourself well enough to know that will never happen, or if you simply don’t want to wait as long as it might take…
… then you might like to know there are other, less painful and less time-consuming ways to build the kind of authority Dan Kennedy is talking about.
For example, my preferred method is to announce a live training, charge for it, and sell it. Then I either keep selling and promoting the recording, or I get it transcribed and turn it into a course or a even a book.
Yes, a live paid training that you sell on your site won’t appear on bookshelves at Barnes & Noble, and doesn’t have the same prestige as a book.
On the flip side, a live paid training is much easier and faster to put together than a book.
The deadline forces you to put out something, and in my experience, the result has always been 90% as good as I could have ever made it. The live, personal factor also makes live training attendees more forgiving than book readers would ever be.
Plus, the fact that you can sell a live paid training for $97 or $197 contributes to your authority as well, in a way that a $9.97 book cannot.
For all these reasons and more, I call live paid trainings Most Valuable Offers, more so than books or courses.
Next Wednesday, September 2, I will be running a Most Valuable Offer of my own, showing you how to sell and run Most Valuable Offers.
At the end of Wednesday’s training, I will give you an opportunity to get my direct support and help running your own Most Valuable Offer, if you want it.
Whether or not you take me up on that, I will give you the essence of what I have learned so far about running successful and client-pleasing Most Valuable Offers, based on my own experiences and my work with coaching clients.
Wednesday’s training happens at 8pm CET/2pm EST/11am PST, and again, the date is September 2.
Yes, there will be a recording if you cannot make it live. But you’re sure to get more out of it if you can join me on the actual call.
Your investment, should you choose to join me, is $97 today and $2/month ongoing, because, as moons pass, I will be continuously updating the Most Valuable Offer SOP and sharing my Most Valuable Offer results and the results of clients I am helping on this.
If you’d like to sign up and learn how I run happy Most Valuable Offers to build my authority and attract the good leads, and how you can too: