Session 4: “Creating Your A.C.E. Triple Play”

How You’ll Use Each Triple Play Item…

• LeadGen Audio: An Audio CD in your Shock-and-Awe box to establish your Authority, Celebrity, and Expertise (ACE).

• LeadGen Report: A transcription of the Audio CD –providing additional ACE for prospects who would rather read.

• Book: This gives you SERIOUS ACE as authors enjoy premium status. (Plus we’ll make it easy to create as you’ll discover next session.)

IMPORTANT: Having ALL THREE piles on the evidence that you are head and shoulders above your competition.

Relies on Information You Already Have:

• Target Prospect

• Key Problem

• 3-5 Key Challenges

• Ultimate Transformation

• Features from your Offer

• “Secrets” from “Competition Eliminator” Checklist

Additional Info Needed

Here’s what else you’ll need:

• Slightly Expanded Story

• Teaching Segments (a.k.a. “chunks”)

• The goal of telling your story is twofold.

1. You want to position yourself as the expert and why someone should be listening to you.

2. You want the audience to identify with you.

• Therefore, having a great story that touches both the hearts and minds of your prospects is critical.

• You only need a slightly longer version of what you already wrote for your Conversion Engine sales letter.

Why You Need To Tell Your Story

BASIC STORY STRUCTURE:

1. Spent years … [FIGHTING PROBLEM]

2. Discovered the secret is really… [AHA MOMENT]

3. So I created [SOLUTION] … for [TARGET PROSPECT] – Leading to [TRANSFORMATION]

Create Your Story

• When you’re creating content for your LeadGen Audio, you do NOT have to do everything as a script “word-for-word”

• Reading directly “word-for-word” is VERY hard.

• Consider instead creating snippets and bullet points to prompt you as to what to say.

• This is FASTER and EASIER to do – removes agonizing over every word.

** KEY TIP! **

• Magician – good, but only 3 shows a month – need more shows… How?

• Deep in debt, struggling, can’t sleep. May have to get regular job.

• Attended event, saw Dan – the answer?! Can’t afford $247… sad, frustrated.

• Dan followed up… scraped together money – took MASSIVE ACTION.

• In 30 days went from 3 shows/month to 30! Then 57!

• Living my dream.

Example: Dave’s Story

“I was a magician doing just 3 shows a month. I knew I had a good show and I’d always wanted to be a magician, but I couldn’t figure out how to get more shows.

So I was struggling, deep in debt and waking up in the middle of the night in a cold sweat and always nervous. I didn’t know what I was going to do and thought I would have to get a regular job.

Then I went to a seminar and saw this speaker. At the end of the seminar he had a product called Magnetic Marketing and I wanted to buy this product but I didn’t have the $247 to buy it. I went home so upset and sad knowing that this was the product that was going to change my life.”

Produces: Dave’s Story

“But then fortunately this marketer, Dan Kennedy, sent me a letter in the mail telling me I can get the same deal if I ordered by the deadline. I was so nervous over $247. I talked about it with my wife and I actually called up the company and asked if this would work for magicians.

Anyway I bit the bullet and put the last bit on my credit card and got Magnetic Marketing. When it came I devoured it. I spent a whole weekend, I didn’t even sleep and on Monday I started implementing.

The bottom line is in 3 months I went from 3 shows a month to averaging 30 shows a month. In my 4th month I did 57 shows!

I was finally living my dream.”

Dave’s Story

NEXT: Create Your “Teaching Chunks”

• The "Teaching Chunks" lay out what you need your audience to believe in order to take you up on your offer.

• What you teach in these 3-5 Chunks sets the buying criteria (just like the “Competition Eliminator“ Checklist)

Create Your Teaching “Chunks”

Q: Where do the "Teaching Chunks" come from?

A: Your Competition Eliminator Checklist, which comes from your Offer.

Offer: FEATURE

Competition Eliminator: SECRET

Lead Gen Audio: CHUNK

Examples

FEATURE EXAMPLE FROM OFFER:

“More Power Hand Grip” – finger grip exerciser that you can use multiple times during the day to increase your body’s POWER POTENTIAL. It strengthens your fingers AND reinforces a proper POWER grip, so when you pick up the big stick your hands will be pre-programmed to hold the club properly for maximum distance.

ASSOCIATED “CHECKLIST SECRET” EXAMPLE:

Strengthen your fingers and grip the club in a way maximizes your body’s full POWER POTENTIAL.

Examples

Which produces an almost identical “TEACHING CHUNK” bullet point in your LeadGen Audio:

You need to strengthen your fingers and grip the club in a way that maximizes your body’s full POWER POTENTIAL.

Examples

How to Create Each “Teaching Chunk”

Now for each teaching chunk point, ask these three questions that your prospects will have:

• “WHY do I need to do this?”

• “WHAT do I need to do?”

• “WHEN I do this, what will happen?”

Answering questions will make it easier for you to create the chunk.

You’ll typically want three or so points to go with each answer.

CHUNK: You need to strengthen your fingers and grip the club in a way that maximizes your body’s full POWER POTENTIAL.

So you would ask…

• “WHY do I need to have strong hands and a proper grip for golf?”

• “WHAT do I need to do to grip the club for maximum POWER POTENTIAL?”

• “WHEN I do grip the club properly – with sufficient strength – what will happen?”

For Example…

“WHY do I need to have strong hands and a proper grip for golf?”

• Power in the golf swing comes from strong contact with the club. Weak hands produce weak shots.

• If you grip the club improperly, you create more chances for the club to go off line during the swing itself, causing the ball to fly off-course / erratically.

• When you do the right exercises that strengthen your hands, you also strengthen your forearms, which are key to “turning over the club” – which imparts “Power Draw” spin to the shot when you hit it.

Sample Answers…

“WHAT do I need to do to grip the club for maximum POWER POTENTIAL?”

• Left hand – grip strongly with the last three fingers.

• Right hand – grip strongly with the middle two fingers.

• Make sure the V’s of both hands point to your body’s specific POWER POINT at your back shoulder.

• Grip the club with the proper pressure – too tight and you will lose clubhead speed; too loose and you risk losing control.

Sample Answers…

“WHEN I do grip the club properly – with sufficient strength – what will happen?”• You will strike the ball in a more consistent

manner – making topped shots, whiffs, and other major fumbles disappear.

• You will strike the ball more often on the “sweet spot” of the clubface – which transfers more energy to the ball.

• The ball will fly straighter AND further – because there’s less side spin and a more powerful flight path for the ball.

Sample Answers…

• Pick 3 to 5 “Secrets” from your “Competition Eliminator” and create your teaching chunks as per the preceding example.

• Answer the “WHY,” “WHAT,” “WHEN” questions to create the chunks.

• Your answer to each question should make 3 or so key points.

• You don’t have to write out everything “word for word” – bullets are fine.

Summary - Creating Your “Teaching Chunks”

• Use the UMMLeadGenAudioTemplate - that will give you the entire audio start to finish.

• Rewrite the placeholder copy as necessary –we’ve worked to make this easy.

• You don’t HAVE to write out the ENTIRE audio script word-for-word.

• Working from bullet points and talking to them is just fine.

• Don’t stress over getting it “perfect” – good enough is good enough.

Tips on Creating Your LeadGen Audio

• Use your PC or an online service to record.

• Make sure to have water and tissues handy in case of discomfort.

• Watch your pacing… it’s easy to rush and talk too fast.

• Watch your energy level – you want to come off as vibrant and energetic.

• Vary your tonality and speaking style to keep it interesting. Low. High. Slow. Fast. Loud. Soft.

Tips on Recording Your Audio

• When you finish recording the audio, simply have it transcribed.

• Plenty of services online to choose from.

• They will send you the document – go through it and edit it for typos, etc.

– You could also hire someone from elance to do this too.

• Plug into the Report template we provide.

Create Your LeadGen Report

• When done with both the audio and report you’re ready to produce.

• Multiple vendors available.

• Use the templates we provide.

• Strongly recommend hiring a graphics designer at elance, etc.

Producing Your LeadGen CD and Report

Next Time: “How To Write A Book Without Ever Putting Pen To Paper”