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Module 4

http://www.ConversionSecrets.com

Module 4: Conversion Persuasion Strategies©2016 MarketingOnline.com

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Doug Brown’s Background Doug has led client award-winning and high performance teams, as well as

pioneered profitable development programs for companies. He has advised companies such as Intuit, CBS Television, Procter & Gamble, Enterprise Rent-A-Car, Nationwide, Embassy Suites, Inc. 500 to 5000 companies and thousands of other businesses and entrepreneurs.

Doug started working for his family business at the age of three and has gone on to found or build 34 businesses. Through his personal experiences and studies he has developed a unique methodology to increasing revenues, which is transferrable to any company.

Doug also was employed for multi-billion dollar companies and earned Top Sales Professional Awards for his sales performances. Doug would go on to create and build his own businesses, including a telecommunications consulting company, real estate investment firm, an SEO venture, an entertainment business. As an independent division head, creating, training and presenting high-impact, results-oriented web seminars for prospects of Tony Robbins and Chet Holmes, Doug increased division sales by 864% and close rate by 62% in just six months.

He has also worked with Russ Whitney and trained clients of Jay Levinson, David Wood, and Terri Levine. For four decades, Doug has studied business principles and self-development, passing on his knowledge and experience in order to serve others by helping their businesses to grow.

He owns a telecommunications auditing company as well as a business training company where he helps clients in marketing, sales and business growth. He specializes in helping companies to acquire, convert and lock in clients for life.

His newest venture is The 123 Companies LLC, where he is the founder and CEO. The main service is SalesFollowUp123.com, which is a cloud based sales acceleration, humanized and automated follow-up software to help businesses around the globe.

Doug Brown lives in Exeter, New Hampshire with his wife, Claudia and two children Rebecca and Jacqueline.

Professional Conversion Strategist




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Alex Mandossian’s Background Since 1993, Alex Mandossian has generated nearly $400 million in sales

and profits for his strategic alliance partners, clients and students on

five continents. His time-proven marketing strategies helped convert

his annual income in 2001 into a month income by 2003 and then into

an hourly income (16 times) by 2006.

Many of his colleagues acknowledge him the Warren Buffet of the

Internet because of his unique ability to make money for his partners,

clients and students.

Alex’s blog is read weekly by over 155,000 subscribers. He has shared

the stage with diverse thoughts leaders such as Richard Branson, Harvey

Mackay, Donald Trump, Tony Robbins, Robert Kiyosaki, Suze Ormand,

Mikhail Gorbachev, and the Dalai Lama.

He has pioneered Internet marketing innovations such as online audio

(Audio Generator in 2003), online video (Instant Video Generator in

2004), crowd sourcing (Ask Database in 2005), Tele-Summits (Virtual

Seminar Week in 2006), and G+ Hangout monetization (Hangout

Marketing Secrets in 2013).

Alex lifetime goal is to become the world’s 1st “work-at-home”

billionaire not in Net Worth, but by creating over one thousand other

Internet marketing millionaires before his 77th birthday. He lives

in Marin County, CA and is a dedicated father with two children,

Gabriel and Breanna.

Founder of MarketingOnline.com




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Conversion Strategy CoachCertification Modules

Module 1: Conversion Positioning Strategies (Part 1)”How to Identify and Understand Your Target Audience”

Module 2: Conversion Positioning Strategies (Part 2)”How to Pre- Qualify Your Prospects & Eliminate Rejection”

Module 3: Conversion Messaging Strategies”How to Design the Ideal Message-to-Market Match”

Module 4: Conversion Persuasion Strategies”How to ‘Borrow Authority’ & Become A Social Influencer”

Module 5: Conversion Psychology Strategies”How to Structure ‘Offers’ & Attract Motivated Buyers”

Module 6: Conversion Monetization Strategies”How to Eliminate Objections and ‘Close’ More”




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The more you are positioned up front, the better, the quicker, the faster, and the easier things will close

Hello this is Doug with Marketing Online. We’re here for Module 4.

Welcome to Conversion Strategy Coach Certification everybody.

This session is one of my favorites—it’s called “Conversion Persuasion

Strategies: How to ‘Borrow Authority’ & Become a Social Influencer.”

Now before we start Alex and I have another gift for you. The gift

from Alex is the 22 Social App. We’re giving you the information as

reward for watching this video.

To claim your gift just text the code fb to the number 415-233-7726.

The message will ask you to download your gift.

Let’s recap what we’ve done so far in the first three Modules. We’ve

covered three basic things so far.

We’ve expanded on those again, and again, and again, and again, and

again. I’m going to keep expanding upon those.

Number one, we’ve covered positioning. Positioning is one of the

secret keys in conversion. This is the thing that people don’t teach

people in conversion, how to position. It’s a game changer. The more

you are positioned up front, the better, the quicker, the faster, and the

easier things will close.

The cool thing about positioning is this, if you’re placing yourself in a

perceived position of authority, credibility, and having absolute trust

in and integrity in everything you do, then you’re going to be a person

who’s desired and sought after.




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You want to be in alliance with your buyer’s personal and the industry’s wants, desires, fears, values, and beliefs

When you’re being sought after, you have a much different positioning

than if you’re trying to go out and trying to persuade somebody of your

value, or of your worth.

Secondly, we talked about alignment. Alignment is aligning an

alliance, right. You want to be in alliance with your buyer’s personal

and the industry’s wants, desires, fears, values, and beliefs.

When you are positioned as a credible expert and you’re in alignment

with their personal values, beliefs, wants, desires, and fears, you’re now

going to build rapport. And remember rapport is huge.

We’re going to dig deep into rapport, again, before we’re done with

this course.

The third thing we talked about was, decreasing the fear and increasing

the buying conversion. We’re doing that through messaging.

Messaging is what I covered last time, and that’s the delivery of your

positioning and your alignment in the process.

Now, all three, positioning, alignment, and messaging, are all designed

so that you decrease the fear of the person and increase the buying

confidence in you, and your product, and your service.

What I’m going to do tonight is show you three positioning strategies.

I’m going to take you from where you are now, and take you up to the

next level.

First, is positioning you as an expert with credibility.




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An expert will outsell a non-expert, and an expert will get paid more

So what is an expert? It’s someone who’s perceived to have great

amounts of knowledge and expertise.

When you can do this and you can position this way, you’re going to

have higher credibility with these people.

Here’s the question for all of you, do humans prefer to work with an

expert, versus, a non-expert? The answer is absolutely.

Here’s the reason why, you see this all the time. Maybe you go to

Scientific American, or Forbes, or others, and you’re going to see

headlines like, “Experts Tell You the Truth About __________,” fill

in the blank.

They’re positioning them as an expert right up front.

Guess what?

You can do the same thing.

Do you think people will make quicker buying decisions in dealing

with experts, versus, a non-expert? All things being equal, the expert

will outsell the non-expert.

Why? It’s because there’s huge amounts of built in trust and respect that

comes before the appointment, before the meeting, when somebody is

perceived as an expert.

Here’s a question. Do you think that people will pay more for an

expert? Yes, experts get paid more because of their perception.




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The way you maximize this training is to become perceived as an expert

The way you maximize this training, so far, is you have to be perceived

as an expert.

I’m going to teach you how to get perceived as an expert.

Let me give you an example of how this works. A few years ago I was

looking for lasik surgery, that’s where they correct your vision with

surgery. I went to an optometrist, and I had my eyes checked.

I suspected that I needed corrective surgery. I didn’t really want to

wear glasses, because I’m constantly breaking them. I went there, and

my goal was to get my vision corrected without glasses.

Here’s what happened, I asked the optometrist if she would recommend

a couple of people who could do surgery.

She said this, “Well, I have two people in mind, two doctors. One

has done over ten thousand successful operations, and he’s a little bit

more money than the other one, in fact he could be quite a bit more

money. Then, I’ve got somebody fresh out of medical school who has

had a few successful procedures on their own. Now, again, the first

guy’s more seasoned, but he’s a lot more money and second guy’s less

money. Who do you want to see?”

Now, I’m sure you wouldn’t care because it’s your eyes and you want to

see the expert versus the guy who just got out of medical school and

has done a couple procedures? Right? I don’t care if I pay a little bit

more or a lot more because with the expert we get a feeling of trust, of

knowing that, “You know what, this is going to be okay.”




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Market data motivates way more than product data

All right, I’m going to teach you three positioning strategies.

The first positioning strategy, is to position yourself as an expert.

The way you’re going to do this, is we’re going to use marketing data

to back up your claims.

What is market data? Market data is statistics and figures. Doctors,

researchers and scientists use these things all the time.

I’m going to teach you how to use these all the time too, so that you

can position like a master, like an expert.

Market data motivates way more than product data. Market data sets

up the buying criteria before you even try to make the sale. It positions

you as an expert.

You want to use market data, not just as statistics and figures. You

need it to educate the audience. You’ll motivate your prospects more

because it will increase their interests and it positions the product

before you even offer it.

It also sets up the person sharing it as an expert, it shifts the power.

The reason it shifts the power is because it’s no longer a person trying

to sell something, it’s a person showing somebody something of value

that they don’t know about, and using statistics, and using other

market data to do that.

It builds greater credibility.




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When you bring it down to price, there’s no positive differenti-ation

Here’s the key, if it’s the right data, it will motivate them while you

teach them.

I’ve been using market data throughout these trainings. Market data

sways the imagination.

It takes them from not interested, remember the three percent, to the

thirty percent on the bottom, to potentially now wanting to buy now.

Why? It’s because market data sells emotion first.

Let’s look at an example in action. It’s a carpet cleaning company.

Now, think about carpet cleaning. It’s a commodity.

The carpet cleaning company was being commoditized and people

were asking on the first call, “How much is it to clean five rooms in

my home or office?”

Now, if you answer that question on price, what’s your whole

conversation going to get focused on? Price, right?

This is exactly what they were doing.

They said, “Well, you know. What’s the square foot of your room? Or

here’s a price per square foot?” They were bringing it down to price.

Now, when you bring it down to price, there’s no positive differentiation.

What was happening to them, was that people were hanging up the

phone and they were calling another company. Then, they were asking

the same question, because if there’s no differentiation, they go to price

or convenience.




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Instead of giving them the price, educate them using market data

We told them there has to be a better way. Instead of giving them the

price, educate them using market data. They said, “What’s market data?”

We explained it to them, and then we started putting it in.

Here’s how the call went. The person would ask, “Hey, what is the price

to clean five rooms in my home or in my office?”

The first question the carpet sales people asked was this, “Do you have

anyone in your home or office that has sneezing, wheezing, watery eyes,

itchy or dry skin, may be tired from time to time?”

“Well, yeah. A lot of people in my office are tired from time to time.

Frankly, I’ve got this thing called eczema, I get this dry, itchy skin. Goes

on all the time, especially in the cold weather. Why do you ask?”

“That’s very interesting. Do you know that research by the Environmental

Protection Agency, here in the United States has revealed the impact

on carpets of the quality in the home and the office? There’s reasons for

this dried skin, and itchy skin, would you like to know why?”

“Yeah, I’d be interested in that.”

“You want to get rid of it?”

“Yeah.”

“Well, let me give you the research. The Environmental Protection

Agency found in carpets and in rugs, millions of dust mites. Dust mites

that are only second to pollen in causing allergic reactions and a common

cause of asthma and allergic symptoms worldwide.”




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By changing the buying criteria, this shortens up the sale cycle

“Now these dust mites feed on the flakes of shredded human skin. Now

the female lives seventy days and produces two thousand faecal particles

and a larger number of invested dust particles. According to the EPA,

carpets are the second most diseased area in any home or your office.”

“You’re usually sharing your carpets with anywhere between a hundred

thousand and ten million of these microorganisms, which are related to

spiders, scorpions, and ticks, but they’re too small to be seen with the

naked eye.”

“They leave behind a residual in their form of faeces, and decaying

bodies in your carpets that mixes with dust in your carpets when people

walk along and it kicks it up, becomes airborne.”

“Inhaling the residue causes allergic symptoms, such as wheezing,

sneezing, watery eyes, runny nose, and those particles in our eyes we

frequently call sleepy seeds.”

Do you think after hearing that they would be feeling a little motivated

to maybe go get their carpets cleaned?

Well, now think about this. Did I mention carpet cleaning at all? No,

not in this conversation, whatsoever, right?

I didn’t mention the price. I didn’t mention the unique selling proposition.

I didn’t mention the company name, the benefits, or anything.

But you’re motivated to start to lean toward buying, and all I did was

use market data. By changing the buying criteria, can you see how this

shortens up the sale cycle pretty quickly?




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Use market data to sway the imagination of your people from not buying now to buying right now

Now, it will shorten up the sale cycle for you, as well, as long as we have

the buying criteria changed.

Think about what we just talked about. They may not be buying, but at

least they are at the point of “tell me more.”

Remember when there was three percent that were buying now, seven

percent that thought they might be interested, and then the other ninety

percent were like, “Oh, I’m not really thinking about it.”

Now, he moved from wherever he was up into the seven percent—

immediately.

Using buying criteria shift, like we’re doing right now, using market data

will immediately move the imagination and shift the imagination to

where you want it to go.

So how does that apply to you?

How could you use market data to sway the imagination for your people

right now from not buying now to buying now?

Is it possible, do you think, that you could come up with some expertise

and some data points on and around how to drive your business to the

next level by using market data? Of course you could, right?

Where do you find market data?

You find market data in the internet, the books, the magazines, research

companies sometimes will sell it.




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You want to make sure that all of your data is relevant and credible

You can go to the internet and you can find almost anything today.

That’s one great place to finding market data.

The golden rule of using market data is make sure you back up your

statistics and facts with credible sources. And make sure that you can

site who it comes from.

In other words, you want to have very credible sources. People like

Forbes magazine, CNBC, NBC News, Newswatch. Whatever is credible

in your area. I use the Environmental Protection Agency, which is a

government agency here in the United States. Now, when you do that

you’re borrowing from them what we call social authority.

Because it’s no longer me saying it, it’s this credible entity that’s saying it.

The other rule is, make sure your market data supports the audience in

what you’re trying to achieve.

The second rule is you want to make sure that its relevant data.

Relevant means that the audience might be seeking it.

In other words, if we’re talking about carpet cleaning and I all of a

sudden started taking about soccer, football, then it’s not going to be

relevant data.

This is a big mistake that people make. They come up with facts and

figures they think are going to rivet their own imagination, not their

decision makers.




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Revealing your credibility to people before and after meeting will show your expertise and will highlight and position you as an authority

Your homework is to take your particular market, your niche, and find

positioning market data. Because positioning as an expert is going to

speed up your rate of trust and build respect for you.

I want you to find some market data and put it into your daily life.

Don’t worry about whether it’s right or wrong, at this point, just get

some market data.

You need to be positioned as an expert. You’re going to want to do that

through the whole process.

Positioning strategy number two, is you’re going to want to position

before and after you get to the meeting.

You’re going to want to reveal your credibility to them before and after

you get to the meeting. It will show your expertise. It will highlight and

position you as an authority.

The reason I’m here today is because I did this with Alex.

Immediately, upon talking with Alex, and before talking to Alex, I

sent him my bio, my resume, my college accreditations, my military

backgrounds, my different types of certifications, business classes that

I’ve attended with other people, business people that have certified me

in other certifications.

I even sent him some testimonials, accreditations and endorsements. I

flooded him with this.

This was a positioning strategy to reaffirm to him that we should be

doing business together.




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Never wait until after meeting someone to reveal your credibility because then it’s too late

Now, I had statements from people like Chet Holmes and Tony Robbins,

and people that you may recognize. I gave Alex everything.

You’re going to receive a certification for this training course. What

you’re going to do, is you’re going to have Alex’s credibility, and you’ll

have my credibility, as well, as long as you work, and you pass the

certification test.

There’s a test at the end of this that you have to pass in order to be

certified as a certified conversion strategist coach.

After the meeting with Alex I sent follow up material. I sent additional

testimonials, additional information, anything to position me, right?

That reaffirms that you’re positioned as an expert. You want to position

before and position after.

Market data is the first thing. Make sure that things are relevant. You’re

going to use credible sources. You’re going to back up your stats and

facts, and you’re going to make it relevant.

The second positioning strategy is to make sure that you reveal credibility

before and after the meeting.

You don’t do it only after you meet with somebody—that’s too late. You

do it beforehand too. Make sure you send some positioning pieces before

and after your meeting.

Part of your homework is to create a one page biography. In your

worksheets, you’ll find my bio. I have paid thousands and thousands of

dollars to people to review this bio. It’s my gift to you.




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Being an author of a book is a great positioning strategy

Just use my bio, copy what’s there. It’s been time tested and I’ve closed

deals, sixty thousand dollars a month with that particular bio. It will

probably work for you, as well.

Now, you get my bio at ConversionSecrets.com in the member area.

Let’s talk about more positioning strategies.

To position before and after the meeting, you can do this with books

you have written. If you haven’t written a book, don’t worry about it. If

you’ve written a book, a book is a great positioning strategy.

If you don’t have a book, don’t go out and write one today. This takes a

long time, focus on what we’re doing right now, we’re going to focus on

the positioning. You can do this, also, with articles, reports, and even

things called advertorials.

An advertorial is where you actually pay to put your article in a magazine

or in a publication. What you want to do is, you want to take articles

that you’ve written, reports that you’ve written, advertorials that you’ve

written, and you want to send that information ahead of time.

It’s because it positions you again as an expert.

Now, sending a professionally done bio or media package ahead of time

is also a great positioning tool.

Some of you have things that you’ve done speeches and they’ve been

videotaped. Some of you have pictures that have been taken at an event.





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Use third party credibility and credentials to validate yourself

Let’s say you’ve spoken at an event. Or I have one where somebody

asked me a question, and the trainer asked me to get up out of the seat.

I walked over to the microphone and they took a picture.

It’s a beautiful picture, and I used that in my positioning because it looks

like I’m teaching a class of three hundred people in a room, which I was.

So I’m not lying. I was teaching them something, but it wasn’t like I was

teaching the whole course.

What I’m teaching you here is you can use everything and anything that

you can use that is credible, relevant, and ethical and use it and send it

ahead of time, because that will position you better.

Positioning strategy number three is borrowing social authority.

This means that you’re going to use third party credibility and credentials

to validate yourself.

This is so powerful to do. Humans have this craving for certainty.

Using and borrowing social authority from other people, gives them

instant certainty. It’s a bonding tool and it provides rapport, because

they trust it.

Here’s the rule, if someone says it’s true, maybe it is. If you say it’s true,

maybe it is.

That’s how they’re going to position you.

If somebody of high authority and high credibility says it’s true, then it’s

most likely true.




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You can borrow from other people’s credibility and social status

This is how most humans operate, right?

You can borrow from other people’s credibility and social status.

For example, if I said, “You know what? This person has a degree from

Harvard University.” Harvard University, which is the number one rated

university in the United States.

In people’s mind, they immediately think, “Wow, there’s an elevation of

credibility about that person.”

We want to borrow from that particular entity. Some people have

honorary degrees, they never even went to college or a university, but

they’ve done something in life where the college has actually given

them an honorary doctorate and they use that.

You can have an honorary degree from Stanford or Princeton, and that

carries a lot of intrinsic value.

You might not have an honorary degree. You might not have gone

to a specific school. For example, I went to a college called Berkeley

College of Music. That’s a prestigious music school. When people hear

that I went to Berkeley College of Music, they think I have this great

knowledge of music and think I’m this unbelievable musician.

That’s social authority that I’m borrowing from Berkeley.

Here’s the reality, I’m not really a great musician. I’m an okay musician.

There are plenty of musicians out there who can completely outplay me.

But here’s the deal, they didn’t go to Berkeley College of Music.




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You can take a simple non-credit course at a highly esteemed university to gain credibility

I have literally gotten music jobs because I have the social authority. It

gives me higher authority because I’m associating with a third party of

higher authority—in this case, Berkeley College of Music.

Contrast this with this example. I also went to a State College in

Massachusetts, here in the United States, called Salem State College.

I studied music there. When I say Salem State College for music, people

say, “What?” They don’t even know who it is. Unless they went to Salem

State. There’s not much authority.

I went there for four years and I went to Berkeley for one. Understand

that when I’m positioning for Berkeley, I have this higher authority.

Let’s say you didn’t go to university; you didn’t take any courses; you don’t

have that type of credibility. So I’m going to give you a very budgetary

way to go get this.

Here’s what you do. You go to a college—let’s say Harvard—and you

look up a non-credit course. Let’s say you’re going to take a course and

you’re going to study Human Dynamics.

You now go and take that course. Now, what you can say is, “I have studied

Human Dynamics at Harvard University.” You get what I’m doing?

I can say “I studied Business at Wharton University,” which is a business

college, known in the United States. Now you don’t have to have a

Masters degree, you don’t have to have a PhD. All you have to do is say,

“I studied at that location.” And I tell you, that will be enough.




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Be sure you get great pictures and videos whenever you speak in order to build on that credibility

Using third party validation will boost your credibility.

Good forms of third party validation, by the way, are certifications,

books, military achievements, press releases, testimonials, endorsements,

participation in seminars, speaker at a seminar.

If you’re in a local market and people recognize a local market, you can

use local market third party validation, as well. Maybe the Chamber of

Commerce, or something like that certifies you in some capacity.

Whatever it is write down what are five forms of third party validation

you think you could use right now in your business?

For example I spoke at something called a Wolves Summit, over in

Poland. There were thirteen hundred people there, so I can say I spoke

to thirteen hundred entrepreneurs. I got great pictures and great video.

Let me prove to you how powerful this is.

Think about doctors, physicians, dentists, chiropractors, lawyers, they

all do this with their education.

They are positioned immediately with credibility, even before you

meet them, because they have passed a test—a certification test, like a

coaching certification test on conversion strategy.

Think about this, when you go see a doctor, most people never question

the doctor’s abilities, or the attorney, they never question the attorney’s

abilities. They assume they’re credible and they never ask questions like,

“What kind of grade point average did you get at school?”




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Endorsements

are about

your

character,

your work

ethic, and

your values

They might have passed with a C+, and they might have had to take the

bar exam four times before they passed, but we don’t ask.

A doctor passed the exam, so they’re a doctor. That’s what we think, but

that doesn’t necessarily mean that they know what they’re talking about.

We have this perception, because they’re borrowing from the prestigious

school that they went to.

You can do the same thing and you don’t need a university.

Most of the time they’ll never ask you. If you have the information to

show them, they will not ask you.

One of the easiest forms of third party credibility for you to begin

with is endorsements. Endorsements are so easy to get, and they are so

powerful to get.

What’s an endorsement? It’s real simple. This is where you have

great credibility and people say great things about you. That’s all an

endorsement is. It’s not a testimonial, a testimonial is where you’ve

done work for them.

Endorsements are about your character, your work ethic, and your values.

Imagine you had a banker attest to your character, for example. Or you

had a doctor that affirmed that you were a conscientious, dedicated

person who can be trusted. Or a military officer, or maybe an author.

I’ve had several authors who have written me endorsements. Some

of these authors I didn’t know, they just know who I was affiliated




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Endorsements

can be done

on video,

audio,

written, or

even hard

copy or e-mail

with, and so they were kind enough to give me an endorsement. They

just basically say, “Doug is a trustworthy and person of validation.”

Maybe you could get a business owner who finds you credible. That’s

an endorsement, get it?

Maybe he or she learned one valuable thing from you or from your

conversation, and that’s all it takes for them to be able to get an

endorsement.

When you go to a live event, bring your phone. Get video endorsements.

All you do, is you go to the person and you talk to them. If they say,

“Wow, you’ve helped me,” you ask, “Would you mind if I took out my

camera, and I made a short video on what just happened here, so I can

use that as an endorsement so people believe what I do?”

They’re going to say, “Yes, no problem. Don’t worry about it” You have

an endorsement, at that point.

Maybe you have a business owner who says incredible things about you.

I, recently, just saw on television, where political candidates are using

their mothers on behalf of themselves for endorsements. It’s brilliant,

because who doesn’t trust mom?

You can use people who other people trust. I have an uncle, for example,

who’s a doctor. I can just utilize him. I’ve never utilized him, but I could.

Endorsements can be done on video, audio, written, or even hard copy

or e-mail.




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Make it easy for experts to give you endorse-ments—do everything for them that you want them to do or say

Let me teach you how to get them, there’s three steps.

Number one, prepare.

Number two, make it easy.

Number three, just ask.

What do I mean by prepare? I mean you have credible things already

prepared.

For example, if you’re going to go in and talk to a banker, for example,

you go in with your credit scores. You go in with your mortgage history

or your rent payment history. You go in with credit worthiness, because

that’s what they’re going to judge people on.

Maybe with others you’ll find reputable things people said about you.

Maybe the police chief, or the mayor, or whoever, maybe your mom says

really good things about you.

You’re going to take that information in to the banker, because that’s

what the banker is looking for… to know you’re a person of good moral

values and financial standing.

You’re showing the banker, in this case, or the person you want the

endorsement from, safety. Safety is a form of certainty, which will lower

the fear and increase the buying confidence.

The next step is to make it easy. Making it easy means this… you

do everything for them that you want them to do or say. It’s really

straight forward.




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Be sure to ask people for endorse-ments

It’s your responsibility to do everything for them. You tell them exactly

what to say. You write it out for them, step, by step, by step. You give

them two or three points, no more than two or three, by the way, you go

to keep it short, two or three points.

Have them say their business, if they have a business, and your two or

three points, and then if you want a call to action, because you learned

that in messaging, have a call to action.

Let me give you an example. Are you familiar with a gentleman named

Russ Whitney?

Have you ever heard of Rich Dad, Poor Dad?

Well Russ was the guy who helped build that company. He was the CEO

and owned a lot of real estate in that company.

Russ also had Whitney Financial Group, which was a two hundred and

fifty million dollar training company. He was all over the television sets.

Then, he had almost a billion dollar real estate company.

I did some work for him, and I asked him, “Russ, can I get an endorsement,

can I get a testimonial?” He said, “Absolutely.” I said, “Check your

e-mail box.” I wrote out the whole thing for him. What he did is, he

made couple of adjustments, and he sent it back and even made it better

than I could have ever imagined.

Think about it. I’ve got an endorsement, and I’ve got a testimonial.

They brought that company to over a hundred and five million dollars.




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You can write all the copy of a endorsement for a person and then ask them if they agree with what you have written

A two hundred fifty million dollar training company, and a hundred and

five million dollar training company. Big training companies, right?

These are good people to have endorsements from. You’ve got to make

it easy on them. When you make it easy on them that means you do

everything for them. You write out the whole script.

You keep it short, but you write out everything for them if it’s to be done

in a written format, for example, or let’s say it’s an e-mail, then you send

the e-mail to them.

If it’s done in a letter, you’re going to send the letter to them, as well. It’s

real simple once you know what to do.

You supply all the written material for them, and then you ask them if

they agree with everything, could they just type back in an e-mail and

say they’re good with this.

That’s all you need on an e-mail. You get it? You make it really simple on

them, make it easy on them.

Here’s the deal, you also want to add something in there, in a separate

paragraph, “Hey, can I use this for my marketing material?” When they

type back, “Yes,” now you can use this in any of your marketing material

whatsoever, it’s legal.

Check with your attorney in your country first.

If you’re going to put it on letterhead, for example, and you want them

to alter it, also make sure you send it in an electronic format, and in hard

copy. That’s a key.




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If you provide the text for the endorsement electronically, then the person can easily make some adjustments and send it back to you

They can then make some adjustments and send it back.

Email is really easy. Getting it on a letter, such as on their letterhead,

takes a few more steps.

What you want to do is… send the letter already written out for them.

All they have to do is pop this on their letterhead. Don’t forget to include

their contact information. This is really important. Include their contact

information, so all they basically have to do is sign it.

You get it? Now, you sent it via snail mail. They’ll photocopy it and stick

it on their existing letterhead, and then they’ll either send it back to

you in an electronic format, because you asked them to scan it back into

PDF, or they’ll print it out on their letterhead.

If they print it out on their letterhead, you need to do a couple of things.

Number one, you’ve got to send postage paid return envelope. In your

letter, which you send to them, you send a return envelope, pre-postage

paid. What I’m teaching you here, I’ve gotten over ninety percent

response in testimonials and endorsements doing this.

It’s got to be addressed with your information on the top left, and then

in the center it’s also addressed with your information.

You put your information in both locations on the envelope because,

if for some reason it gets lost, the mail doesn’t get delivered, then they

have to send it back. They’ll send it back to the address on the left and

so you’re still going to get it.




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Video endorse-ments are great, but be sure that people can hear the audio clearly

If they deliver it, you’ll get it. You’re assuring you’re going to get it.

The other thing you’ve got to do is put more postage on than you would

ever put on before. Because sometimes people will put some additional

information into the envelope. If you didn’t put in enough postage, guess

what? It’s going to get rejected.

I’ve had people put gifts in the envelope. They’ll send me back a hat or

something like that with their company logo on it, or whatever. I want

to make sure I have enough postage.

If it’s video, here’s the cool thing, you go out and you physically go to

their location and you record it for them. You bring the script—short,

two or three paragraphs.

If they live a long way away then you want to utilize services that allow

you to record over the web. Skype will do this.

Here’s the key, the more professional doesn’t necessarily mean the better

video. You certainly want good video quality, but you don’t need great

video quality. Audio is way more important than the video.

Of course you have excellent video quality now in cell phones. Or if you

don’t want to use your phone, then buy yourself a little camera.

Video is great, but you want to hear. Most importantly you want to hear

the audio out of this. You certainly want clarity, but you want to hear the

audio up front. You might need to go purchase what they call a shotgun

mic. Those are inexpensive, and you test them out.




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Be sure to get it in writing or on video that you get their permission to use their endorsement in your marketing

What a shotgun mic is, it blocks out all the other background noise.

Very important, before you go shoot any video, test the equipment.

When you’re doing video, the other thing is make sure you get in a very

quiet location. You need to control the noise.

The last thing you do, when people go to the events, for example,

they pick people and they do a video. It’s right in the middle of eight

hundred other people talking, so there’s background noise, and it’s

very difficult to hear.

On video, again, or written material, keep everything in short duration.

Just cover what you need.

In other words, follow the rules of messaging that you learned, like

keeping it clear and concise, and not masking the message. Use a call

to action, create curiosity, use numbers to anchor down so people

have certainty.

Remember, the key point, don’t rely on them at all. If you rely on them,

I promise you, you will be disappointed. They’re busy. They’ve got

other things to do. They may get some exposure for their company or

themselves, but you’re getting the majority of the benefit. Therefore,

you’ve got to do all the work.

Also, tell them in writing or on the video, again, that you get permission

to use this in your marketing. You want that for legal purposes and retain

a copy of that.

That’s endorsements, and they are powerful.




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The difference between an endorsement and a testimonial is you’ve actually done something for the person

The next thing I’m going to cover is testimonials. We’re going to make

them very short and sweet. They’re very much like endorsements, just

with one difference.

The difference between an endorsement and a testimonial is you’ve

actually done something for the person. They actually have tangible

information and evidence that you’ve done something.

Maybe you’ve coached them, for example, versus just getting your

credibility. They are now going to give you an endorsement actually on

what you did with them.

Again, the same rules apply. It could be video, audio, written—it doesn’t

matter. The key thing, again, is you’ve got to write the whole thing for

them. You tell them exactly what you want to say.

Most of the time they will not alter it at all, if you give it to them. Then,

ask them again, print it on their letterhead, just like you did with an

endorsement. Make sure you send the pre-paid, packaged envelope, if

you want it in hard copy. Put extra postage on it.

People ask me this all the time, “Hey, do you have any examples that

we could view on testimonials, and do testimonials actually work like

they’re supposed to?”

So go here to this company that I still own today, but I haven’t actively

worked in many years. It’s www.TelecomAuditingGroup.com. Then

click on the testimonial link on the top of it.



http://www.TelecomAuditingGroup.com


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I don’t care if you get the most perfect endorsement or testimonial or not—just follow the rules

I want you to look at all of the testimonials on the website. I will tell you

straight out the website is awful. It has not been touched in twelve years.

I’m sending you there for the testimonials. You have permission to rip

them off. Cut and paste, take them, and take them. Just copy them over,

and then put your information in.

By the way, those testimonials got me companies like Proctor & Gamble.

Make no mistake, they work. I’ve had Stevens and Michaels, which was

one of the largest clothing companies call me off the testimonials page.

I’ve closed many, many deals by just sending them to the testimonial

page, because, again, if I say it, it may not be true, if someone else says

it, it probably is true.

Imagine this, building up your credibility so you have, maybe, ten to

thirty new positioning pieces that you can show prospects, that’s what

you want to get.

You want at least ten to thirty, as many as you can get. If you have a

hundred, two hundred, three hundred testimonials and endorsements,

it’s the best. Nobody will ever question whether you can do the work.

The more the better. If you can get some brand names even better.

Part of your homework is this, I want you to take two people and go get

a testimonial and go get an endorsement. I don’t care if it’s the most

perfect endorsement or testimonial—just follow the rules.

Go get two people and here’s what you can do. If you get an endorsement,

they should be able to just give you an endorsement on the credibility. If




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Offer two free coaching sessions in exchange for a testimonial from the person

you want to get a testimonial, here’s what I’m going to suggest… do two

free coaching sessions.

You call them pro bono sessions. Do thirty minute sessions with them.

Here’s the reason why. How do you get clients? You go do one or two

coaching sessions, give them a coaching session on what you do for free.

But it’s not actually free, because the agreement is they’ve got to provide

you an endorsement and a testimonial from those two coaching sessions.

This, literally, gives you the ability to present yourself in front of them,

in the form of being coached. This is so powerful.

It’s a much better positioning strategy than just going out and saying,

“Hey, I do free coaching or pro bono coaching.” Even if it’s in the form

of free endorsements or testimonials. It’s an exchange of value.

The key is this, you might even get paying clients out of this at the

end. Now you’re in front of them, you get to demonstrate some of

your expertise.

One caveat here, limit the duration. You’ve got to do these thirty minute

sessions within say two weeks. Tell them it’s for your scheduling purposes.

Now the next thing is… more social authority by referrals.

How are you doing with referrals? On a scale of zero to ten, zero being it’s

awful, ten being amazing, out of ten current prospects, people you talk to

that might do business with you, and how many are asked for a referral?

Here’s the question, is it ten? If it’s not then you need to revise how

you’re doing referrals.




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You have to adopt a referrals welcome policy

What does it cost you to get a referral? It’s free most of the time to get a

referral. It’s quick, and they close easier. But most people aren’t doing it.

How much more money will that make you if you had just referrals? Or

what percentage increase in your business would that give you?

Why do people lack doing referrals? Well, they perceive they’re too busy.

They never thought of it. They’re just plain lazy, I’ve seen that happen

among salespeople all the time. They have no system for it.

Or they have no real system that’s active.

Let me explain the difference, most people have a passive approach,

which is a tactical approach.

They only ask after the sale or when the client asks them.

Active means you have a system. It’s like a ten point system where you

actively ask for referrals. It’s strategic; it’s pre-planned. You know every

step of the way of your referral program, and it’s well structured.

Which do you have, active or passive?

We have to adopt a referrals welcome policy, and we want them again,

and again, and again, and again, because it’s so easy to get referrals.

Part of your homework is to write a multi-step referral system.

I’ll teach you what you want to put into your system. The system’s going

to be designed so that you ask for a referral every single time. When you




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Step one in getting a referral system is you have to clearly define your audience up front

ask for a referral every single time, even just the act of asking, you’re

going to get more referrals.

I also want you to commit to what I call a lead nurturing program. A lead

nurturing program is a follow up program and you’re going to specifically

do it for referrals.

Why lead nurturing? A Forester research study found that companies

that excelled at lead nurturing were able to generate fifty percent more

sales ready leads than other competitors.

By the way, this is market data, right?

Not only were they able to generate them at fifty percent more ready

sales lead, but they were also able to generate them at half the cost of

their competitors.

Step one in getting a referral system is you have to clearly define your

audience up front. Who are five prospects you could ask for a referral?

Write down who they are.

Who are five clients you could ask for a referral? I recently did this and

now I have a client who’s paying a monthly fee, every single month, and

it came from a referral from a current client.

Next who are past clients that you’re no longer doing business with, that

you could ask for referrals from? It’s called reactivation.

I just did this and I have an appointment tomorrow evening for a

client that will pay me somewhere between a thousand and two




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You want to develop a referral system where you want to pre-seed for referrals

thousand dollars a month for a couple sessions a month. They’re a

past client referral.

Think about it, they were dormant. I might get twenty four to thirty five

thousand dollars out of that client over the next six to twelve months.

They were dormant and I got it from a past client.

The next list is who are five people you don’t do business with, at present,

you could ask for referrals?

People don’t even think of this one. They say, “Oh, I can ask people who

I’m not even doing business with?” Yes, of course you can.

I have asked strangers in restaurants, if they know anybody that wants

to increase their sales by twenty five percent or more in the next six

months and I have gotten leads that I’ve closed.

When you’re doing referrals, I want you to develop a referral mentality.

What does that mean? That you expect referrals.

Most people don’t expect them, that’s why they don’t ask for them.

The second part is, you want to develop a referral system where you

want to pre-seed for referrals.

You do this with questioning, and you do this with messaging.

For example “Mr. or Mrs. Prospect, I give my all to clients and they usually

love that because they know I’m always looking out for them and their

welfare. So much so, that many of them refer other new business to me

because of it, because I help grow their business and they trust me.”




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Dropping referrals is part of your messaging and communi-cation

“Doesn’t it make sense if I prove to you I’m trustworthy, make you

happy in every capacity I can, and I’m always on your side, and you

get results, that you, like others, would be willing to helping me by

referring others to me?”

Now, this is pre-seeding. What you doing is you’re getting them to agree

up front, this is in the first conversation many times. Dropping referrals

is part of your messaging and communication.

In part of your marketing material and part of your conversations, you

drop in referrals as part of that messaging.

You ask for a referral every single time. You develop a referral mentality,

and you develop a system for that. You pre-seed throughout the whole

prospecting process.

I had a client that served real estate agents. What they did is they sold

services to real estate agents. They called me in because their sales team

of five wasn’t doing very well. I went in and within the first month, I

learned right off the game that they didn’t do referrals, so that was the

first thing I went after.

I asked the five sales people, I said, “Look, let’s do referrals.” They said,

“No, we don’t do referrals around here.”

I said, “That’s obvious and that’s part of the reason you’re not converting.”

They said, “Okay, well you know, we don’t want to do it.”

I said, “Well, the CEO wants you to do it.” They said, “All right, well

we’ll do it.”




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Referrals have worked many times, and they will continue to work again and again

Here’s what happened. I gave them a basic script. They went out in

week one, and they asked the question. They came back the first week

with two referrals.

They said, “This isn’t really working, we didn’t close anybody.” I said,

“Would you do it next week?” They said, “Not really, we don’t want to

do it.” I said, “Do it anyways.”

I changed the script a little bit, and two more referrals came back the

second week.

Now, they had a total of four referrals that they never had before.

In the third week, I asked them to do it again. Reluctantly, they

pushed back.

I said, “You know what, just try it this week because I have a feeling

things will convert.”

They came back the following week, they said, “We got one referral and

one referral only, this week, it doesn’t work.”

I said, “Why are you hesitating?” They said, “Well, we closed one of the

five.” I said, “Really, what’s it worth?”

They said, “Well, we closed it. It’s twenty seven hundred locations across

the United States.”

If that’s a thousand dollars a location times twenty seven hundred. That’s

a lot of money. Referrals work. And they have worked, and they will

continue to work again, and again, and again, and again, and again.




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Find ten pieces of market data to support your niche

Another part of your homework is to take your niche and find ten pieces

of market data to support your niche. Maybe it’s just your market or

whatever, but I want you to get ten pieces of market data to support it.

That’s a wrap for Module 4: Conversion Persuasion Strategies, so get out

there and start on your homework. I’ll see you on the next session.



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