How to Get As Many Clients, Customers and Sales as You Can Possibly Handle
If you’re a busy entrepreneur, you know the value of education. You also know the value of time. Get the key insights from Sell Like Crazy by Sabri Suby here.
This is a summary. If you want to dive into the book in-depth, we recommend picking up a copy of the book or audiobook. You can find it on the Sell Like Crazy website.
Introdução
In today’s world, your ability to be successful in business depends on being able to harness the power of digital marketing.
Too many marketers fail to effectively use powerful online systems like Google, Facebook, and email to drive sales. They waste valuable time and money on ineffective marketing that fails to reach thousands of potential clients.
Sabri Suby’s book “Sell Like Crazy: How to Get As Many Clients, Customers and Sales as You Can Possibly Handle” takes readers through nine phases of becoming a selling machine in the modern age.
Sabri Suby’s book is one of the best books to read for beginners to digital marketing.
The book describes nine phases entrepreneurs must go through to drive tremendous sales. The first phase is “Preparation” and focuses on getting the reader in the right mindset for success. Each subsequent phase takes the reader through a journey from novice to powerhouse salesperson.
How to Use Digital Marketing to Drive Sales
- Leverage time to drive sales
- Nurture dream client relationships over time
- Use High-Value Content Offers (HVCOs) to build trust
- Focus on solving your clients’ problem
About Sabri Suby
Sabri Suby is the founder of King Kong, an Australia-based digital marketing company founded in 2014. His company employs over 60 people and serves clients worldwide. Sell Like Crazy is his first book and was published in 2019.
StoryShot #1: Your Mindset
Preparatory Phase: Your Mindset
If you want to become a billionaire, you need to think like a billionaire. Successful people eliminate time-wasting activities and focus solely on money-making activities.
There is a difference between being busy and being productive. Nit-picky things on your to-do list will keep you busy but will kill your productivity — and ultimately, your sales.
Successful business owners spend their time wisely by using the 80/20 rule and the 64/4 rule.
80/20 Rule
Focus exclusively on the 20% of business activities that produce revenue. You can and should delegate or outsource the other 80% of your business activities.
64/4 Rule
4% of your activities create 64% of the revenue for your business. Make it your goal to give all of your time to your 4%.
Your Business is Sales
As a business owner, your top priority should be sales. This means the bulk of your time and energy should be spent on marketing. Your marketing must focus distinctly on solving your client’s problem rather than on the product or service itself.
Rather than selling one-to-one, sell one-to-many by:
- Write powerful sales copy
- Get in front of traffic on Google and Facebook
- Learn how to convert traffic into sales
- Use an automated lead generation system
- Invest in quality advertising
- Scale your advertising budget
StoryShot #2: Understand and Identify Your Dream Buyer
PHASE 1: Understand and Identify Your Dream Buyer
At moment, 3% of potential customers are ready to buy now. The other 97% fall into three categories:
- 60% are Not Problem Aware
- 20% are Problem Aware
- 17% are in Information Gathering Mode
Your goal should be to capture and nurture this 97%. By offering powerful, insightful, and education-based information, you can become their trusted resource. When they hit the “buy now” stage they are likely to buy from you.
Identify Your Most Valuable Customers
You can use the 80/20 Rule to identify your most valuable customers.
Typically 20% of customers represent 80% of total revenue. Within that 20%, the top 20% (or the top 4% overall) represent 64% of your sales.
What does this 4% have in common? What other products do they like? How did they find you?
Next, focus your marketing activities solely on this 4%. Learn more about them by visiting online spaces where they hang out — niche Facebook groups, forums, YouTube comment sections, Amazon reviews, etc.
What problems do they have? What are their concerns? Desires?
Knowing your dream buyer intimately will help you develop your product and service offering, marketing strategy, value proposition, pricing, tone of your copy, channels you advertise on, and more.
StoryShot #3: Create the Perfect Bait for Your Dream Buyer
PHASE 2: Create the Perfect Bait for Your Dream Buyer
Now that you’ve identified your dream buyer, use your marketing to attract them — whether they are ready to buy now or not.
Your goal should be to target the 97% by offering value and information — not to take a gamble that someone in the 3% of “buy now” prospects will see your ad and act immediately.
The most effective way to target the 97% is by presenting a High-Value Content Offer (HVCO). You should offer your prospects value and a solution to their problem without purchasing anything. All they have to give in return is their name and email address.
Tips for Effective HVCO (High-Value Content Offer)
An HVCO is not an ad. It’s free, value-added content that gives the prospect a taste of what’s to come if they work with you. It uses the principle of “giving before asking.
- Present information like a public service announcement
- Don’t dismiss long-form copy
- Create an Attention-Grabbing Headline
- Make Sure Every Point Touches a Burning Issue
- Keep It Simple
StoryShot #4: Capture Leads and Get Contact Details
PHASE 3: Capture Leads and Get Contact Details
Think of nurturing your 97% as wining and dining them — do not try to sell right away.
Don’t assault prospects by sending them directly to your website’s homepage or landing page. Use an effectively written “opt-in” page to compel prospects to share their name and email address voluntarily.
Elements to Include in Your Opt-In Page
- A powerful headline
- A subhead that restates your offer and what they’re getting
- Highly compelling, punchy bullet points describing the valuable content
- An image of what they’re getting – a free report, e-book, cheat sheet, etc.
- A simple form for prospects to enter their name and email address to access the content.
StoryShot #5: The Godfather Strategy
PHASE 4: The Godfather Strategy
The Godfather Strategy is about giving your prospects an offer they can’t refuse. Here are tips for eliminating doubt and presenting an irresistible offer every time.
How to Create an Irresistible Offer
- Sell benefits, not features
- Start with outrageous
- Research competing offers
- Make it believable
- Establish the value of your offer
- Value of premiums
- Power guarantee
- Scarcity
- Booking a free consultation
The first step is to create an offer page that details your benefits, features, and basic information such as cost and how to buy. Next, write down the most outrageous offer you can possibly imagine — then start scaling it back into something you can deliver but with the same powerful spirit.
Establish the value of your offer by showing what you would normally charge or what the competition is charging. Explain why your product or service is an excellent value even at full price.
Premiums are gifts your prospects get with their purchase. Having hot premiums has been shown to double or triple your sales.
Your power guarantee removes risks for your prospect and shows them they “can’t lose.” It is proof that you are confident you will deliver on your promise.
Scarcity tells your prospects they need to act fast or miss out on something unique, but make sure the scarcity is genuine or you will erode brand trust.
If you’re offering a free consultation, you must demonstrate the stand-alone value of the consultation, whether or not they decide to buy from you.
StoryShot #6: Traffic
PHASE 5: TRAFFIC
Many marketers think they need more traffic when what they need is an offer that converts traffic profitably.
The Importance of Unit Economics
- Know exactly how much a customer is worth to your business over their lifetime
- Know how much you make from one customer
- Know how much you can spend to get a customer
The most successful businesses use multiple flows of traffic to capture leads. Based on your budget, start with one channel — SEO, Google Ads, Facebook Ads, Instagram Ads, YouTube, LinkedIn, etc.
Get clear on your cost per lead and cost per acquisition from this channel, and establish a profitable conversion system.
Targeting 3% of Prospects in Buy Mode
- Use Google Ads or SEO
- Use purchase-intent keywords and phrases
Targeting 97% of Prospects Not in Buy Mode
- Any social media platform is effective but Google and Facebook are best
- Create tailored messaging for cold, warm, and hot prospects
- Build value and educate over time
- Entice prospects to click the ad (never try to sell from an ad)
Using Google Ads Effectively
The secret is a killer headline, but this will take trial and error. On average, it takes 20 attempts to get the perfect headline. The perfect headline is provocative, shocking, and says the opposite of what your competition is saying.
Using Facebook Ads Effectively
Most Facebook users are accessing the site on mobile phones so make sure your ads are optimized for mobile. Take advantage of Facebook’s tools to laser-target your dream clients.
Presenting your ads as breaking news on Facebook is an effective strategy. Content that reports some kind of new finding or research gets the most shares and engagement.
Each Facebook ad has key components to be aware of. Here are tips to effectively use each component. The Intro Text
Call out your audience or go in with the news angle. Experiment with short and long introductions — both work. The Ad Image
Don’t use images that look like an ad because people will tune them out. Your image should look like normal content being shared. The Call to Action Button
The call to action is a short phrase that invites the reader to do more, such as “Inquire Now,” “Learn More” or “Download.” Research shows “Learn More” is the least threatening and converts best.
StoryShot #7: The Magic Lantern Technique
PHASE 6: The Magic Lantern Technique
Once a prospect opts in, you can nurture them digitally and for free. A combination of email with video generally works best for this.
How do you convert a prospect who has opted in but isn’t ready to buy?
The Magic Lantern Technique
You can nurture the 97% using the Magic Lantern Technique. Think of this technique as guiding prospects down a metaphorical path to their desired end state with lots of free value and goodwill along the way.
Your Magic Lantern Technique will consist of:
- 2-3 informative videos with a call to action at the end
- Videos should gradually lower skepticism while building trust
- Videos are 80% value, 20% pitch at the end
- Hint that there is more valuable information coming in the next video
- If you’re selling a service, offer a free, no-pressure consultation
StoryShot #8: Sales Conversion
Think “sell like a doctor” and put all your attention on the diagnosis, not the prescription. Spend your efforts diagnosing the problem, then if your product or service can help them, give them an offer they can’t refuse.
While on a call with a prospect, here are tips to diagnose their problem.
- Get to the bottom of their “why”
- Ask open-ended questions and listen
- Ask your prospect to tell you about their desired outcome
- Learn about their frustrations, struggles, and everything they’ve tried in the past that didn’t work
After you learn all about the prospect and “diagnose” the problem, transition to your value proposition. Formulate a plan and show them all the ways you can solve their problem.
Spend time beforehand rehearsing your sales pitch. Your pitch should be no more than 2 minutes long. Alter your pitch to use the same words your prospect used when describing their problem.
The Close
If you sense that the customer is “hot” and ready to close, state your price and what your services cost.
Then do not say another word.
There’s an old saying in sales: ‘The person who speaks first, loses.’
Show your confidence by waiting for their response.
To avoid wasting your time on calls with prospects who will not be a good fit, use surveys and applications to free up your time for consultations with valuable prospects who you can actually help.
StoryShot #9: Automate and Multiply
PHASE 10: Automate and Multiply
Remember, the majority of prospects who enter your funnel will not take desired action. That’s the nature of the business.
Do we give up on these prospects? No. We nurture them over time and stay in touch by providing value through email.
The 3 Things That Matter In Email Marketing
When it comes to email marketing, you should have three goals — get it delivered, get it opened, get it clicked.
1. Get It Delivered
Ensuring your email lands in your prospect’s inbox instead of their spam folder depends on three things:
- Sender reputation
- Bounce and compliance rates
- Recipient engagement.
The first step is to make sure you’re using a reputable email platform. MailChimp is a good option if your mailing list is below 10,000.
Next, you need to establish a good IP address reputation. Your IP address is a string of numbers that identify your computer. To find out your IP reputation — or “sender score” — visit www.senderscore.org to find out.
The best way to increase your sender score is to send engaging emails by making sure at least two-thirds of your emails offer value and education.
If you have a new IP address, start slowly to build your reputation. Send slowly with a low email volume until a favorable IP address reputation is established.
2. Get It Opened
Plain text emails are the most effective because they feel more personal. Sexy graphics and logos feel like a sales proposition, not a personal email from a friend.
The tone in your email should be friendly and conversational. Don’t try to sell. Chat up your reader as if they were a friend, and don’t be afraid to be polarizing.
The Subject Line
Your email subject line is one of the single most powerful tools when it comes to email open rate.
Here are some tips for an effective email subject line:
- Use a personal sender name — not your business name
- Use lowercase or sentence-case with little punctuation
- Keep it to four or five words max
- Provide intrigue or ask a question
Subject lines under 20 characters are more effective than medium lengths (21-60 characters). Longer subject lines of 61+ characters have slightly higher-than-average open rates and unique click rates.
Email Timing
Tuesday is the best day to send emails based on numerous studies. Thursday is second best. The best times of day are 6 a.m., 10 a.m., 2 p.m., or 8 p.m. – midnight.
3. Get It Clicked
The goal of your email marketing is to entice prospects to click off the email to another landing page.
Here are the ultimate tips to draw readers into the body of your email and make “the click” irresistible.
- Captivate with an interesting fact or statement
- Get their attention with a “pattern interrupt”
- Include fascinating real-life stories or examples
- Include an enticing call to action at the end (don’t ask, tell!)
StoryShot #10: Sabri Suby’s 17-Step Secret Selling System
Sabri Suby’s 17-Step Secret Selling System is not one of the book’s phases but rather an offshoot of Phase 4: The Godfather Strategy.
Here is a grab-and-go snapshot of the Secret Selling System.
1. Call out to your audience: “Attention new moms.”
2. Demand attention with a big promise
3. Back up your big promise
4. Create irresistible intrigue
5. Shine a floodlight on the problem
6. Reveal the solution
7. Show your credentials
8. Show how your offer will benefit them
9. Provide social proof
10. Make your godfather offer
11. Add bonuses
12. Stack the value
13. Reveal your price
14. Inject scarcity
15. Give a powerful guarantee
16. Call to action
17. Close with a P.S. that includes a warning and reminder
Final Thoughts on How To Sell
Implementing each phase of successful digital marketing takes time, patience, and persistence. With practice, anyone can master the techniques described in Sell Like Crazy and maximize the power of digital marketing to drive sales.
StoryShot #1: Your Mindset
Time is money. Shift your mindset to focus on the marketing activities that generate the most profit for you and delegate the rest.
StoryShot #2: Understand and Identify Your Dream Buyer
4% of your customers generate 64% of your revenue. Identify your 4% — your dream buyers. Focus your marketing efforts on their desires and concerns, whether they are ready to buy now or not.
StoryShot #3: Create the Perfect Bait for Your Dream Buyer
Build relationships over time with a High-Value Content Offer (HVCO). Your offer should provide value without asking the prospect to purchase anything.
StoryShot #4: Capture Leads and Get Contact Details
Offer value to prospects using a low-pressure yet enticing “opt-in” page. Give your prospects the option to receive a free report, e-book, cheat sheet, etc. in exchange for their name and email address.
StoryShot #5: The Godfather Strategy
Make working with you a no-brainer for the prospect by clearing up doubt and eliminating any risk of working with you.
StoryShot #6: Traffic
Understand your unit economics to budget for digital marketing. The preferred channels are Google and Facebook.
StoryShot #7: The Magic Lantern Technique
Nurture prospects over time using 2-3 informational videos. Your videos should be 80% value and 20% sales pitch.
StoryShot #8: Sales Conversion
Sell like a doctor by focusing on the diagnosis, not the prescription. Ask questions to get to the bottom of your prospect’s needs. State your price and be confident in your ability to deliver on your promise.
StoryShot #9: Automate and Multiply
Use email marketing to warm up prospects and convert them into paying customers. Three things matter in email marketing: get it sent, get it opened, and get it clicked.
StoryShot #10: Sabri Suby’s 17-Step Secret Selling System
The Secret Selling System step-by-step guide to creating an ad that is irresistible to target customers. It includes 17 components that should be present in all advertising.
Sell Like Crazy
Marketers today have powerful tools at their disposal thanks to the internet.
Sabri Suby warns that failing to leverage these tools correctly can cost you thousands in lost revenue, not to mention hours of wasted time and resources.
Using the ten-phase system in Sell Like Crazy, anyone can learn how to effectively use digital marketing to drive sales and scale their business.
