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Expert Secrets: The Underground Playbook for Finding Your Message, Building a Tribe, and Changing the World By Russell Brunson

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Information alone isn’t enough, instead it’s the skilful application of the right information at the right time that can change your life. Keep putting out content, initially this is for you, not your audience this allows you to find your voice.

When your messages cause polarity, it attracts attention and people will pay for it. Be aware as you become more polar in your message, you will also notice that people on the other side of your message won’t be happy about it. By creating true fans, you will always upset those on the other side. “If you haven’t offended someone by noon each day, then you’re not marketing hard enough.”

Find your sweet spot between the middle and crazy land. This is your niche if money is what you are after make sure there is a group of people with interest and also cash.  People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.

People don’t buy logically, they buy based on emotion. Then they use logic to justify the purchase decision they’ve already made. Move your audience to the emotional epiphany point which they cross and decide to take action.

Every good story is built on three foundational elements Character, Desire and Conflict. Think about false beliefs people may have and how to help other people override these, often a story is very useful way to do this.

A method to sell: Get a problem show a tool with a cost. Outline the pain and costs you had to go through to create it, then show the ease and speed of use this will create for them. Then show other cheaper alternatives. Then add them all together, stacking the cost. Then say if all it did was this?  Say this three times with different questions get them to agree several times in a row.  Then declare “I had two choices”, moving to a close. I could go as cheap as possible and try to sell as many as possible.

But the problem with that is I couldn’t really stack on the value for you. So I decided to go with a second option, which obviously requires a slightly higher investment on your side. But in exchange for that, we can dedicate more time, energy, and resources to help guarantee your success. What would the end result be worth? Stop for a bit wait for them to think. Then add an exclusive time limited offer of buying it all for 10% of worth.

This uses the two main principles of selling urgency and scarcity.

Constantly asking simple questions to get people to say yes over and over again, so when you ask them to give you money at the end, they’ve already told you yes hundreds of times before that.

You may wish to adopt tactics to close the sale such as discussing disposable income. The goal is to help them realize that they are spending the disposable income on things that aren’t serving them well, and by spending that money on things that will help them grow, they will have long-term fulfilment.

Give them two choices: The goal for this close is to help them realize they are crazy if they don’t invest today. The way I see it, you’ve got two choices. Your first option is to do nothing and not take this leap of faith, which is 100% risk free. Your second option is to take this small investment today, compared to all the value you’ll get in return, and just give it a shot. See if it’ll work for you. If it doesn’t, for whatever reason, you get your money back. There’s no risk. You have nothing to lose but the stress and headaches.

Getting people to give you money is also one of the best ways you can hold them accountable to their goals.  At the end of the day, we all want the same things respect, inclusion, and purpose. What matters the most is not how much money we make. It’s how many lives you impact. The money is just a way to keep track of what’s happening.

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