Sell Like Crazy summary

Author Naura Hayden sold only 2,000 copies of her book Astro-Logical Love after its release in 1982. A New York publisher read the book, bought the rights, and sold 2,000,000 copies of the same book. How? He simply changed the title to How to Satisfy a Woman Every Time… and Have Her Beg for More!

He promised value, and he delivered.

Are you ready to make your first transaction? It’s a free exchange with your prospect, but it’ll show you just how much progress you’ve made.

The next step after creating high-value content is convincing prospects to exchange their contact info for your free offer. This transactional opt-in page should grab attention with an irresistible headline promising an immediate solution to their burning problems.

Enso Homes promised to build houses for its clients in 30 weeks. If it failed, it would refund its clients $5,000 in cash! That promise earned them $7,000,000 in its first eight months in business. What it had done, was apply the Godfather strategy. It made its clients an offer they couldn’t resist.

The idea is simple – sell what people want to buy. If your current products don’t align with market demand, pivot. Write your sales message first detailing extreme benefits, then build products that deliver just that!

Can you spend $499 to acquire a single client and still make a profit? Sure, you can – if you sell for a price above what that client cost you.

To scale your business, you first need to calculate your unit economics – or in other words, how much you pay for every action one individual prospect takes. You also need to know how much every lead you generate costs you, and how much you’ll be spending for the length of time they remain your client. With that knowledge, it’s easy to understand precisely how much revenue each customer really generates.

Imagine you’re a PR expert trying to help a prospect get the attention of influencers. You create a video telling your prospect what influencers hate. Following what you’ve already learned about creating headlines, name it something like “The 11 Things Never to Say to an Influencer.” Then follow up with an exclusive press release template. Finally, provide a case study revealing your PR secrets.

These progressive steps that provide value and guide your prospects toward their goals are a good example of the Magic Lantern Technique.

How would you feel if your doctor prescribed medication without asking you how you felt or what was going on with you?

It’s the same principle when you schedule a call: resist the temptation to sell outright. Start by diagnosing your prospect’s needs just like a doctor assessing symptoms before prescribing treatment. Make sure you offer the right solution to avoid future problems.

Barack Obama’s successful re-election campaign in 2012 relied heavily on email, with some of them using casual headlines like “Hey” or “Join me for dinner.”

Email outperforms every marketing channel for client retention and revenue. Build your list from day one. The best part about email is that you own it – you’re not renting external platforms.