100 MILLION LEADS

1. GET STARTED

1.1. INTRO

1.1.1. TEST! TEST! TEST! --YOUR EDUCATION

1.1.2. A PERMISSION TO FAIL

1.2. ADVERTISING IN REAL LIFE: OPEN TO GOAL - RULE 100 ON STEROIDS

1.2.1. PRINT FLYERS

1.2.1.1. I TEST WITH 5.000

1.2.1.2. THEN WHEN WE FIND A WINNER, WE PUT OUT 5.OOO PER DAY, EVERY DAY, FOR A MONTH

1.2.2. VOLUME MATTERS

1.2.3. RULE 100 ON STEROIDS: OPEN TO GOAL

1.2.3.1. YOU COMMIT TO THE WORK UNTIL YOU HIT A SPECIFIC NUMBER OF OUTCOMES- NO MATTER WHAT

1.2.4. TOP 3 HABITS - STRUCTURE YOUR DAY TO MAKE OPEN TO GOAL POSSIBLE

1.2.4.1. 1- WAKE UP EARLY 4-5 AM - GOING TO BED EARLY

1.2.4.2. 2- GETTING RIGHT TO WORK - NO RITUALS, NO ROUTINES - "I DRINK COFFEE AND GET TO WORK"

1.2.4.3. 3- NO MEETINGS UNTIL NOON - NO INTERRUPTIONS. NOTHING. FULLY FOCUSED WORK TIME

1.2.5. DO MORE THAN THEY DO, AND YOU WILL HAVE MORE THAN THEY HAVE

1.2.6. ONE PAGE ADVERTISING CHECKLIST

1.3. THE ROADMAP: PUTTING IT ALL TOGETHER - THE ***7 LEVELS*** OF ADVERTISERS

1.3.1. LEVEL 1: YOUR FRIENDS KNOW ABOUT THE STUFF YOU SELL - ***NETWORKING* **

1.3.1.1. WARM REACH OUT

1.3.1.2. REACHING OUT TO EVERYONE I KNEW

1.3.2. LEVEL 2: YOU CONSISTENTLY LET EVERYONE YOU KNOW ABOUT THE STUFF YOU SELL

1.3.2.1. POSTING FREE CONTENT

1.3.2.2. WARM REACH OUT CONSISTENTLY

1.3.3. LEVEL 3: YOU GET EMPLOYEES TO HELP YOU DO MORE ADVERTISING

1.3.3.1. DOING MORE

1.3.3.2. YOU HIRE PEOPLE

1.3.3.3. A MEDIA BUYER - PAID ADS

1.3.4. LEVEL 4: YOUR PRODUCT IS GOOD ENOUGH TO GET CONSISTENT REFERRALS

1.3.4.1. MORE SERIOUS ABOUT HIRING A TEAM

1.3.4.2. FOCUS ON YOUR PRODUCT

1.3.5. LEVEL 5: YOU ADVERTISE IN MORE PLACES IN MORE WAYS WITH MORE PEOPLE

1.3.5.1. ADS

1.3.5.2. USE AT LEAST 2 METHODS ON MULTIPLE PLATFORMS

1.3.6. LEVEL 6: YOU HIRE KILLERS

1.3.6.1. GET BATTLE HARDENED EXECUTIVES

1.3.6.2. HIRE EXPERIENCE NOT POTENTIAL

1.3.6.3. IF YOU ARE NOT LEARNING FROM THEM IN THE INTERVIEW, YOU´VE GOT THE WRONG PERSON

1.3.7. LEVEL 7: YOU HAVE TO TRY A LOT OF DIFFERENT THINGS, A LOT OF DIFFERENT WAYS, FOR LONG ENOUGH TIME TO KNOW FOR SURE

1.4. A DECADE IN A PAGE - ***LAST GIFT:*** THE MANY SIDED DIE FABLE

1.4.1. SIMPLICITY IS THE ULTIMATE SOPHISTICATION

1.4.2. ***THE MANY SIDED DIE FABLE!!!* **

1.4.2.1. YOU AND A FRIEND PLAY A DICE-ROLLING GAME - ONE DIE HAS 20 SIDES - THE OTHER HAS 200

1.4.2.2. ONLY ONE SIDE IS GREEN - AND THE REST ARE RED

1.4.2.3. GOAL: ROLL GREEN AS MANY TIMES AS YOU CAN

1.4.2.4. ONCE YOU ROLL ENOUGH TIMES, THE DIE YOU´RE GIVING DOES NOT MATTER

1.4.2.5. THE MORE YOU DO IT - THE EASIER IT GETS

1.4.2.6. YOU CAN NOT LOSE IF YOU DO NOT QUIT

2. GET LEAD GETTERS

2.1. INTRO - HOW TO GET OTHER PEOPLE ADVERTISE FOR YOU

2.1.1. IT IS ALL ABOUT LEVERAGE

2.1.2. LEAD GETTERS GIVE YOU LEVERAGE

2.2. #1 CUSTOMER REFERRALS - WORD OF MOUTH (***EL VOZ A VOZ*** - REFERIDOS)

2.2.1. UNDERSTAND THE POWER OF WORD OF MOUTH

2.2.1.1. THE BEST ADVERTISING IS A HAPPY CUSTOMER

2.2.1.2. "LO MÁS IMPORTANTE ES QUE QUEDEN FELICES" -MARÍA

2.2.2. AN AMAZING PRODUCT

2.2.2.1. CUSTOMERS MUST GET SO MUCH VALUE IT COMPELS THEM TO TELL OTHER PEOPLE ABOUT US

2.2.3. REFERRALS

2.2.3.1. REFERRALS: IT IS THE LOWEST COST, HIGHEST PROFIT AND BEST QUALITY LEADS

2.2.3.2. THE BEST REFERRALS COME FROM YOUR CUSTOMERS

2.2.4. HOW REFERRALS GROW YOUR BUSNIESS

2.2.4.1. THEY ARE WORTH MORE LTGP

2.2.4.2. THEY COST LESS CAC

2.2.5. ARE EXPONENTIAL!!

2.2.5.1. 1 CUSTOMER BRINGS 2, 2 BRING 4, 4 BRING 8, ETC...

2.2.5.2. NOTHING SCALES LIKE WORD OF MOUTH

2.2.6. ¿PORCENTAJE DE REFERIDOS AL MES?!

2.2.6.1. ¿TIENES EL DATO?

2.2.7. 2 REASONS MOST BUSINESSES DO NOT GET REFERRALS

2.2.7.1. THE PRODUCT IS NOT GOOD ENOUGH

2.2.7.1.1. IF YOUR PRODUCT WERE EXCEPTIONAL, PEOPLE WOULD ALREADY KNOW ABOUT IT AND YOU´D HAVE MORE BUSINESS THAN YOU COULD HANDLE

2.2.7.1.2. IF THEY ARE NOT BRINGING YOU MORE CUSTOMERS, YOUR PRODUCT HAS ROOM TO IMPROVE

2.2.7.1.3. WHY ARE MY CUSTOMERS TOO EMBARRASSED TO TELL EVERYONE THEY KNOW ABOUT MY PRODUCT

2.2.7.2. THEY DO NOT ASK FOR THEM

2.2.8. GOODWILL: THE DIFFERENCE BETWEEN PRICE AND VALUE (***BUENA VOLUNTAD***)

2.2.8.1. "CUSTOMER SURPLUS"

2.2.8.2. HOW DO WE GIVE MORE VALUE?

2.2.9. 6 WAYS TO GET MORE REFERRLAS BY GIVING MORE VALUE!!!

2.2.9.1. CALL OUTS: SELL BETTER QUALITY CUSTOMER (PARETO LAW)

2.2.9.1.1. THEY GET THE MOST VALUE FROM YOUR PRODUCT

2.2.9.1.2. A NARROWER "PERFECT FIT" CUSTOMER

2.2.9.1.3. BE MORE SPECIFIC

2.2.9.1.4. FIGURE OUT WHAT YOUR MOST SUCCESSFUL CUSTOMERS HAVE IN COMMON

2.2.9.1.5. THEN SELL ***ONLY*** PEOPLE WHO MEET THOSE NEW CRITERIA

2.2.9.2. DREAM OUTCOME: SET BETTER EXPECTATIONS

2.2.9.2.1. MAKE IT BETTER THAN THEY EXPECT

2.2.9.2.2. REMEMBER: YOU SET THE EXPECTATIONS

2.2.9.2.3. WE INCREASE GOODWILL BY ***LOWERING EXPECTATIONS***. IT GIVES ROOM TO OVERDELIVER

2.2.9.2.4. SLOWLY LOWER THE PROMISES YOU MAKE WHEN MAKING OFFERS

2.2.9.3. INCREASE PERCEIVED LIKELIHOOD OF ACHIEVEMENT: GET MORE PEOPLE BETTER RESULTS

2.2.9.3.1. FIGURE OUT WHAT THE BEST CUSTOMERS DID!

2.2.9.3.2. MORE SUCCESS - MORE GOODWILL - MORE REFERRALS

2.2.9.3.3. 1- SURVEY CUSTOMERS TO FIND THE ONES WHO GOT THE BEST RESULTS

2.2.9.3.4. 2- INTERVIEW THEM TO FIND OUT WHAT THEY DID DIFFERENTLY

2.2.9.3.5. 3- LOOK AT THE ACTIONS THEY HAD IN COMMON

2.2.9.3.6. 4- FORCE NEW CUSTOMERS TO REPEAT THE ACTIONS THAT GOT THE BEST RESULTS

2.2.9.3.7. 5-MEASURE THE IMPROVEMENT IN AVERAGE RESULTS

2.2.9.3.8. 6- MATCH THE CONDITIONS OF YOUR GUARANTEE TO THE ACTIONS THAT GET THE BEST RESULTS TO GET MORE PEOPLE TO DO THEM

2.2.9.3.9. MAKE THE SUCCESS ACTIVITIES THE CONDITIONS OF YOUR GUARANTEE!!!!

2.2.9.4. DECREASE TIME DELAY: GET FASTER RESULTS

2.2.9.4.1. WIN: ANY POSITIVE EXPERIENCE A CUSTOMER HAS

2.2.9.4.2. FASTER WINS INCREASE PERCEPTION OF SPEED, INCREASE THE LIKELIHOOD THEY WILL STICK, AND INCREASE HOW MUCH THEY TRUST YOU

2.2.9.4.3. DAILY PROGRESS UPDATES

2.2.9.4.4. 5 WAYS TO MAKE WINS HAPPEN FASTER

2.2.9.4.5. BREAK DOWN OUTCOMES INTO THE SMALLEST POSSIBLE INCREMENT

2.2.9.4.6. SET TIMELINES WITH BREATHING ROOM

2.2.9.4.7. DELIVER EARLY

2.2.9.5. DECREASE EFFORT AND SACRIFICE: KEEP MAKING YOUR STUFF BETTER - ***FEEDBACK STRATEGY* **

2.2.9.5.1. THERE IS NO SUCH THING AS A PERFECT PRODUCT. YOU CAN ALWAYS MAKE IT BETTER

2.2.9.5.2. 1- USE CUSTOMER SERVICE DATA, SURVEYS AND REVIEWS TO FIND THE MOST COMMON PROBLEM WITH YOUR PRODUCT

2.2.9.5.3. 2- FIGURE OUT YOUR FIX, GET FEEDBACK FROM THE CUSTOMERS WHO MADE YOUR PRODUCT WORK FOR THEM

2.2.9.5.4. 3- USE THAT FEEDBACK TO IMPROVE YOUR PRODUCT

2.2.9.5.5. 4- GIVE THE NEW VERSION TO A SMALL GROUP OF YOUR STRUGGLING CUSTOMERS

2.2.9.5.6. 5- GET YOUR NEXT ROUND OF FEEDBACK

2.2.9.5.7. 6- MOVE TO THE NEXT MOST COMMON PROBLEM AND REPEAT THE PROBLEM

2.2.9.5.8. KEEP MAKING YOUR STUFF BETTER: SURVEY - MAKE CHANGES - IMPLEMENT - MEASURE - REPEAT.

2.2.9.6. CALL TO ACTION: TELL THEM WHAT TO BUY NEXT

2.2.9.6.1. KEEP SELLING THEM

2.2.9.6.2. TREAT EVERY CUSTOMER LIKE IT IS THE FIRST TIME YOU´VE SOLD THEM

2.2.9.6.3. MAKE SURE YOUR NEXT OFFER IS MORE COMPELLING THAN YOUR FIRST

2.2.9.6.4. MORE THINGS TO BUY MEANS MORE OPPORTUNITIES TO ADD EVEN MORE VALUE

2.2.10. ONE QUESTION TO RULE THEM ALL!!!

2.2.10.1. You’ve lost all your customers but one. The gods of advertising ban you from doing the core four and decree: -All customers must come from this one customer. -Violate our terms and we will destroy your business, and every other business you start, for eternity. Tough break. But, the question remains, how would you treat this customer? What would you do to make their experience so valuable they would send all their friends? What kind of results would they need to get? What would their onboarding be? What type of customer would you pick? Think about it. Write it out. Your business depends on it. Then…do it :)

2.2.11. ASK FOR REFERRALS

2.2.11.1. ASKING FOR REFERRALS ONLY WORKS WHEN YOU TREAT IT LIKE AN OFFER!

2.2.11.1.1. YOU SHOW THE VALUE THE CUSTOMER GETS WHEN THEY REFER THEIR FRIENDS

2.2.11.1.2. MAKE A REFERRAL OFFER SO GOOD THEY´D BE STUPID SAYING NO

2.2.11.2. CASE STUDIES

2.2.11.2.1. DROPBOX

2.2.11.2.2. PAYPAL

2.2.11.2.3. THE TIK TOK AND RAPPI STRATEGY

2.2.11.3. THE 3 COMPONENTS OF A REFERRAL PROGRAM

2.2.11.3.1. HOW YOU GIVE THE INCENTIVE

2.2.11.3.2. WHAT YOU INCENTIVIZE WITH

2.2.11.3.3. HOW YOU ASK

2.2.11.4. A GIFT CARD

2.2.11.4.1. Give everyone a gift card for one-third the cost of their program. Tell them they can give it to a friend of theirs if they sign up with them. Give the gift card an expiration date within seven to fourteen days from the date you give it to them→ it’ll force them to use it. This gives the referrer status when they give it to their friend. Rather than saying “hey join my program for $2000 off” they say, “I got this gift card for $2000. Do you want it? I don’t want to waste it.” It’s seen as a much bigger deal for them and you.

2.2.11.4.2. You can also sell the gift cards at ninety percent off as purchasable gifts (only for friends of customers). The referrer looks like they spent a lot of money, and you get paid to get new customers. I can hardly think of a better way to make money

2.2.12. THE 7 WAYS TO ASK FOR REFERRALS

2.2.12.1. ONE-SIDED REFERRAL BENEFIT

2.2.12.1.1. PAY YOUR CAC (AVERAGE COST TO ACQUIRE A CUSTOMER) TO THE REFERRER - MAKE THEM AWARE OF THE INCENTIVE

2.2.12.1.2. NOT JUST A NAME AND NUMBER

2.2.12.1.3. WRITE A CHECK FOR $X WHEN THEIR FRIEND SIGNS UP OR GIVE THEIR FRIEND $X OFF

2.2.12.1.4. EX: COUPLES

2.2.12.1.5. GIVING CASH?!!

2.2.12.2. 2 SIDED REFERRAL BENEFITS

2.2.12.2.1. WE PAY OUR CAC TO BOTH PARTIES

2.2.12.2.2. HALF TO THE REFERRER AND HALF GOES TO THE FRIEND (IN CREDIT)

2.2.12.2.3. TIP: ASK FOR A REFERRAL RIGHT WHEN THEY SIGNED UP

2.2.12.3. ASK FOR A REFERRAL RIGHT WHEN THEY BUY

2.2.12.3.1. "PEOPLE WHO DO OUR PROGRAM WITH SOMEONE ELSE TEND TO GET 3X THE RESULTS, WHO ELSE COULD YOU DO THIS PROGRAM WITH?"

2.2.12.3.2. PRO TIP!!: DO NOT ASK ***IF*** THEY KNOW SOMEONE, ASK ***WHO* ** THEY KNOW.

2.2.12.4. ADD REFERRALS AS A NEGOTIATION CHIP

2.2.12.4.1. IF SOMEONE WANTS TO PAY $400 AND YOUR PRICE IS $500, YOU CAN GIVE THEM THE DISCOUNT IN EXCHANGE FOR AN INTRODUCTION TO 3 FRIENDS

2.2.12.5. REFERRAL EVENTS

2.2.12.5.1. "BRING A FRIEND PROMOTION"

2.2.12.6. ONGOING REFERRALS PROGRAMS

2.2.12.6.1. DO NOT RUN A LIMITED DURATION REFERRAL PROMOTION

2.2.12.6.2. YOU TALK ABOUT THE BENEFITS OF DOING THINGS WITH OTHERS ALL THE TIME

2.2.12.7. UNLOCKABLE REFERRAL BONUSES

2.2.12.7.1. CREATE BONUSES FOR PEOPLE WHO 1) REFFER AND 2) LEAVE A TESTIMONIAL

2.2.12.7.2. THIS IS IF YOU DO NOR LIKE PAYING OUT CASH

2.2.13. THE ONLY LIMIT IS YOUR CREATIVITY

2.3. #2 EMPLOYEES

2.3.1. REMINDER: YOU GET RICH FROM WHAT YOU MAKE, TOY BECOME WEALTHY FROM WHAT YOU OWN.

2.3.2. IF I CAN DO IT, SOMEONE ELSE CAN DO IT BETTER

2.3.3. EVERYONE IS REPLACEABLE, ESPECIALLY ME

2.3.4. TRAINING

2.3.4.1. 3D MENTAL MODEL

2.3.4.1.1. DOCUMENT

2.3.4.1.2. DEMONSTRATE

2.3.4.1.3. DUPLICATE

2.4. #3 AGENCIES

2.4.1. HIRING AN AGENCY VS DOING IT YOURSELF

2.4.1.1. FOR LEARNING NEW METHODS AND LEARNING NEW PLATFORMS

2.4.2. HOW I USE AGENCIES NOW. AND HOW YOU CAN TOO

2.4.3. HOW TO PICK THE RIGHT AGENCY

2.5. #4 AFFILIATES AND PATTERNS

2.5.1. WHY AN AFFILIATE ARMY?

2.5.2. THE 6 STEPS

2.5.2.1. FIND YOUR IDEAL AFFILIATES

2.5.2.2. MAKE THEM AN OFFER

2.5.2.3. QUALIFY THEM

2.5.2.3.1. MAKE THEM A CUSTOMER

2.5.2.3.2. MAKE THEM AN EXPERT

2.5.2.4. FIGURE OUT WHAT TO PAY THEM

2.5.2.5. GET THEM ADVERTISING

2.5.2.5.1. THE LAUNCH

2.5.2.5.2. WHISPER-TEASE-SHOUT

2.5.2.6. KEEP THEM ADVERTISING

2.6. CONCLUSION: GET LEAD GETTERS

3. START HERE - ADVERTISING AND THE IMPORTANCE OF GETTING LEADS!!

3.1. THE IMPORTANCE OF GETTING LEADS AND ADVERTISING

3.2. HOW I GOT HERE

3.2.1. ALEX'S STORY

3.2.2. ADVERTISING

3.3. THE PROBLEM THIS BOOK SOLVES

3.3.1. GET STRANGERS TO WANT TO BUY YOUR STUFF

4. GET UNDERSTANDING - LEADS AND LEADS MAGNET

4.1. LEADS VS ENGAGED LEADS

4.1.1. LEAD: A PERSON YOU CAN CONTACT

4.1.1.1. THE NUMBERS IN YOUR PHONE ARE LEADS

4.1.2. LEADS ALONE AREN´T ENOUGH

4.1.3. ENGAGED LEADS: PEOPLE WHO ***SHOW*** INTEREST IN THE STUFF YOU SELL

4.1.4. ENGAGED LEADS ARE THE TRUE OUTPUT OF. ADVERTISING

4.2. GIVE PEOPLE SOMETHING THEY WANT

4.2.1. SPEND YOUR TIME TESTING THE OFFER RATHER THAN PERFECTING AN UNTESTED PRODUCT

4.3. LEAD MAGNETS + CORE OFFER

4.3.1. LEAD MAGNET: IS A COMPLETE SOLUTION TO A NARROW PROBLEM

4.3.1.1. ...AND ONCE SOLVED, IT REVEALS ANOTHER PROBLEM SOLVED BY YOUR CORE OFFER

4.3.2. CORE OFFER

4.3.2.1. SOMETIMES PEOPLE WANT TO KNOW MORE ABOUT YOUR OFFER BEFORE THEY BUY

4.3.3. A PERSON WHO PAYS WITH THEIR TIME NOW IS MORE LIKELY TO PAY WITH THEIR MONEY LATER

4.3.3.1. IF THEY THINK YOUR LEAD MAGNET IS WORTH THEIR TIME, THEY WILL THINK YOUR CORE OFFER IS WORTH THEIR MONEY

4.4. MAKE YOUR LEAD MAGNET SO INSANELY GOOD PEOPLE WILL FEEL STUPID SAYING NO

4.4.1. FIRST YOU EARN THEIR TRUST

4.5. BE A "DRUG DEALER"

4.6. 7 STEPS TO CREATE A LEAD MAGNET

4.6.1. 1- FIGURE OUT THE PROBLEM YOU WANT TO SOLVE AND WHO TO SOLVE IT FOR - THE PROBLEM SOLUTION CYCLE

4.6.1.1. THE PROBLEM SOLUTION CYCLE: EVERY PROBLEM HAS A SOLUTION. EVERY SOLUTION REVEALS MORE PROBLEMS

4.6.1.2. WE START BY PICKING A PROBLEM THAT IS NARROW AND MEANINGFUL

4.6.1.3. WE PICK ONE OF THE NARROW PROBLEMS AND SOLVE IT FOR FREE

4.6.2. 2- FIGURE OUT HOW TO SOLVE IT - 3 TYPES OF LEAD MAGNETS

4.6.2.1. 1. REVEAL PROBLEMS - DIAGNOSIS

4.6.2.1.1. 1) YOUR AUDIENCE HAS A PROBLEM THEY DO NOT KNOW ABOUT - YOUR LEAD MAGNET WOULD MAKE THEM AWARE OF IT

4.6.2.1.2. WORK GREAT WHEN THEY REVEAL PROBLEMS THAT GET WORSE THE LONGER YOU WAIT

4.6.2.2. 2. SAMPLE AND TRIALS - DRUGS - GIVE THEM A TASTE

4.6.2.2.1. 2) YOU COULD SOLVE A RECURRING PROBLEM FOR A SHORT AMOUNT OF TIME WITH A SAMPLE OR TRIAL OF YOUR CORE OFFER

4.6.2.2.2. WORKS GREAT WHEN YOUR CORE OFFER IS A RECURRING SOLUTION TO A RECURING PROBLEM

4.6.2.2.3. FREE DRUG SAMPLE - DRUG DEALERS

4.6.2.3. 3. ONE STEP OF A MULTI-STEP PROCESS - A SMALL PIECE OF A TOTAL PACKAGE

4.6.2.3.1. 3) YOU CAN GIVE THEM ONE STEP IN A MULTI-STEP PROCESS THAT SOLVES A BIGGER PROBLEM

4.6.2.3.2. WORK BEST WHEN YOUR CORE OFFER SOLVES A MORE COMPLEX PROBLEM

4.6.2.4. ALL 3 SOLVE ONE PROBLEM AND REVEALS OTHERS

4.6.2.5. DRESSING ROOM: ALL 3 TYPES OF LEAD MAGNETS IN ONE!!!

4.6.2.6. TRY AND GET A LEAD MAGNET THAT DOES ALL 3!!!

4.6.3. 3- FIGURE OUT HOW TO DELIVERY IT - THE TOP 4

4.6.3.1. 1. SOFTWARE - A TOOL

4.6.3.2. 2. INFORMATION - YOU TEACH THEM SOMETHING

4.6.3.3. 3. SERVICES - YOU DO WORK FOR FREE

4.6.3.4. 4. PHYSICAL PRODUCTS - YOU GIVE THEM SOMETHING THEY CAN HOLD IN THEIR HANDS

4.6.3.5. 12 VARIATIONS - 3 TYPES AND 4 WAYS TO DELIVER

4.6.3.6. MAKE AS MANY VERSIONS OF A LEAD MAGNET AS YOU CAN AND ROTATE THEM

4.6.4. 4- TEST WHAT TO NAME IT

4.6.4.1. HOW WE PRESENT IT MATTERS MORE THAN ANYTING

4.6.4.2. 3 THINGS TO TEST - IN THAT ORDER

4.6.4.2.1. HEADLINE

4.6.4.2.2. IMAGE

4.6.4.2.3. SUBHEADLINE

4.6.5. 5- MAKE IT EASY TO CONSUME - FAST AND EASY

4.6.5.1. SOFTWARE

4.6.5.1.1. ACCESIBLE ON THEIR PHONES

4.6.5.2. INFORMATION

4.6.5.2.1. WATCHING

4.6.5.2.2. READING

4.6.5.2.3. LISTENING

4.6.5.2.4. ETC

4.6.5.3. SERVICES

4.6.5.3.1. BE AVAILABLE AT MORE TIMES IN MORE WAYS

4.6.5.3.2. VIDEO CALL

4.6.5.3.3. PHONE CALL

4.6.5.3.4. IN PERSON

4.6.5.3.5. ETC

4.6.5.4. PHYSICAL PRODUCTS - PACKAGE YOUR LEAD MAGNET IN EVERY WAY YOU CAN

4.6.5.4.1. SIMPLE TO ORDER AND FAST TO GET TO THEM

4.6.5.4.2. SIMPLE DIRECTIONS ON HOW TO USE THE RPODUCT

4.6.6. 6- MAKE IT DARN GOOD - GIVE AWAY THE SECRETS, SELL THE IMPLEMENTATION

4.6.6.1. MAKE YOUR LEAD MAGNET AS GOOD AS YOUR PAID STUFF

4.6.6.2. PROVIDE SO MUCH VALUE PEOPLE FEEL OBLIGATED TO PAY YOU

4.6.6.3. PROVIDE MORE VALUE THAN THE COST OF YOUR CORE OFFER BEFORE THEY´VE BOUGHT IT

4.6.7. 7- MAKE IT EASY FOR THEM TO TELL YOU THEY WANT MORE

4.6.7.1. GOOD CTA - 2 THINGS

4.6.7.1.1. WHAT TO DO

4.6.7.1.2. REASONS TO DO IT RIGHT NOW

4.6.7.2. ADD A REASON TO ACT NOW

4.6.7.2.1. ETHICAL SCARCITY

4.6.7.2.2. URGENCY - IN THE BONUSES!!

4.6.7.2.3. FRATERNITY PARTY PLANNER - MAKE UP A REASON

4.6.7.3. ANY REASON STILLS WORKS BETTER THAN NO REASON

5. GET LEADS - THE CORE FOUR

5.1. #1 WARM OUTREACH

5.1.1. IT IS THE EASIEST AND CHEAPEST WAY TO FIND PEOPLE INTERESTED IN THE STUFF YOU SELL!!

5.1.2. ALEX'S STORY FOR HIS FIRST CLIENTS

5.1.3. FANTASTIC WAY TO GET YOUR ***FIRST 5 CLIENTS* **

5.1.4. START WITH PERSONAL CONTACTS

5.1.5. FREE LEAD MAGNET

5.1.6. ***THIS IS YOUR JOB* **

5.1.6.1. TREAT IT SERIOUSLY

5.1.7. ***4 HOUR PER DAY MINIMUM*** - THE FIRST THING YOU DO WHEN YOU GET UP

5.1.8. 100 REACH OUTS PER DAY MINIMUM

5.1.8.1. DO NOT STOP UNTIL YOU ACHIEVE YOUR GOAL

5.1.9. 10 STEPS

5.1.9.1. GET YOUR LIST

5.1.9.1.1. EVERYONE HAS A LIST

5.1.9.1.2. ADD UP ALL YOUR CONTACTS FROM ALL THE PLATFORMS

5.1.9.1.3. YOUR LIST IN EXCEL

5.1.9.1.4. FIGURE OUT ***THE NUMBER* **

5.1.9.1.5. PERSONAS QUE COMENTAN EN MI "DREAM 100" REDES SOCIALES

5.1.9.2. PICK A PLATFORM

5.1.9.2.1. START WITH THE PLATFORM YOU HAVE THE MOST CONTACTS ON

5.1.9.3. PERSONALIZE YOUR MESSAGE

5.1.9.3.1. YOUR GREETING

5.1.9.3.2. LEARN A BIT ABOUT THEM FIRST

5.1.9.3.3. USE SOMETHING YOU KNOW ABOUT THE CONTACT AS YOUR ACTUAL REASON TO REACH OUT

5.1.9.3.4. YOU START A NORMAL CONVERSATION

5.1.9.4. REACH OUT

5.1.9.4.1. THE RULE: 100 OF THEM PER DAY

5.1.9.4.2. ONCE PER DAY FOR 3 DAYS OR UNTIL THEY RESPOND

5.1.9.4.3. THIS IS A NEW ABILITY!

5.1.9.5. WARM THEM UP

5.1.9.5.1. WHEN THEY RESPOND: ACT LIKE HUMAN

5.1.9.5.2. A-C-A FRAMEWORK TO BREAK THE ICE

5.1.9.5.3. A-C-A HELPS YOU TO TALK TO ANYONE

5.1.9.5.4. IN EMAIL, HAVE A OPENER TO SHOW THAT YOU ACTUALLY TOOK TIME TO RESEARCH THEM IN SOME WAY

5.1.9.6. ***INVITE THEIR FRIENDS* **

5.1.9.6.1. GET TO A NORMAL AMOUNT OF CONVERSATION

5.1.9.6.2. THE VALUE EQUATION

5.1.9.6.3. EL SCRIPT!!

5.1.9.6.4. THE KEY: YOU ARE NOT ASKING THEM TO BUY ANYTHING. WE ARE ASKING IF THEY KNOW ANYONE

5.1.9.6.5. 5 CASE STUDIES FOR FREE

5.1.9.6.6. TESTIMONIOS: IMPLIED PERCEIVED LIKELIHOOD OF ACHIEVEMENT

5.1.9.6.7. I HELP (IDEAL CUSTOMER) GET (DREAM OUTCOME) IN (TIME PERIOD) WITHOUT (EFFORT AND SACRIFICE) AND (INCREASE LIKELIHOOD OF ACHIEVEMENT)

5.1.9.7. MAKE THEM THE EASIEST OFFER IN THE WORLD

5.1.9.7.1. MAKE IT FREE

5.1.9.7.2. FIRST 5 ARE FREE

5.1.9.7.3. FREE OFFERS

5.1.9.7.4. FREE SO LONG AS YOU PROMISE TO GIVE ME FEEDBACK AND LEAVE A KILLER REVIEW IF YOU THINK IT DESERVES ONE

5.1.9.7.5. RECOMENDATION: WHENEVER YOU LAUNCH A NEW PRODUCT OR SERVICE - MAKE THE FIRST 5 FREE

5.1.9.7.6. BENEFITS OF FREE:

5.1.9.7.7. IF THEY SAY NO - LOOK YOUR VALUE EQUATION

5.1.9.7.8. GO FOR "NO" PHILOSOPHY

5.1.9.7.9. FIRST STEP: LEARN

5.1.9.8. START AT THE TOP

5.1.9.8.1. MAKE THE SAME ON EACH PLATFORM

5.1.9.8.2. INCLUDE FOLLOW UPS

5.1.9.9. START CHARGING

5.1.9.9.1. THE TEST: "ONCE PEOPLE START ***REFERRING***, START CHARGING"

5.1.9.9.2. WHEN THIS OCCURS CHANGE THE SCRIPT ABOVE TO - 80% OFF - 60% OFF - 40% OFF ETC

5.1.9.9.3. "I INCREASE MY PRICES EVERY 5 - RULE"

5.1.9.9.4. OFFERING A GUARANTEE ONLY TO PEOPLE WHO PAY UP FRONT

5.1.9.10. KEEP YOUR LIST WARM

5.1.9.10.1. GIVE REGULAR VALUE THROUGH EMAIL, SOCIAL MEDIA, ETC

5.1.9.10.2. YOUR GREAT ASSET: YOUR WARM LIST

5.1.10. THIS IS A NEW ABILITY - KEEP PRACTICING

5.1.10.1. AT THE BEGINING IS A LITTLE UNCOMFORTABLE - BUT EVERYTHING IS.

5.1.10.2. CHINESE PROVERB: "EVERYTHING MUST BE HARD BEFORE IT CAN BE EASY"

5.2. #2 POST FREE CONTENT PART 1

5.2.1. A PERSONAL BRAND

5.2.2. BUILD AN AUDIENCE

5.2.3. JUST DO MORE!

5.2.3.1. VOLUME WORKS

5.2.3.2. CONTENT WORKS

5.2.4. PRIMERO APRENDE A CREAR CONTENIDO, DESPUÉS APRENDE A MONETIZARLO

5.2.5. 3 COMPONENTS - THE CONTENT UNIT

5.2.5.1. HOOK - ATTENTION

5.2.5.1.1. GET THEM TO NOTICE YOUR CONTENT

5.2.5.1.2. REMEMBER: THIS IS A ***COMPETITION*** FOR ATTENTION

5.2.5.1.3. TOPICS

5.2.5.1.4. HEADLINES

5.2.5.1.5. FORMAT

5.2.5.2. RETAIN - ATTENTION

5.2.5.2.1. GET THEM TO CONSUME IT

5.2.5.2.2. CURIOSITY: EMBED QUESTIONS

5.2.5.3. REWARD - ATTENTION

5.2.5.3.1. SATISFY THE REASON THEY CONSUMED IT TO BEGING WITH

5.2.5.3.2. THERE IS NO SUCH THING AS TOO LONG, ONLY TOO BORING

5.2.5.3.3. MATCHING OR EXCEEDING THEIR EXPECTATIONS WHEN THEY DECIDE TO CONSUME YOUR CONTENT

5.2.5.3.4. PROVIDE MORE VALUE THAN ANYONE ELSE

5.2.6. TO CREATE LONGER CONTENT

5.2.6.1. JUST LINK CONTENT UNITS TOGETHER

5.2.7. START SMALL

5.2.8. MAKE ALL YOUR CONTENT FOR STRANGERS

5.3. #2 POST FREE CONTENT PART 2 - MONETIZE YOUR AUDIENCE - GIVE UNTIL THEY ASK

5.3.1. GIVE, GIVE, GIVE, GIVE, GIVE, GIVE, UNTIL THEY ASK

5.3.2. YOU GIVE IN PUBLIC, ASK IN PRIVATE

5.3.3. MASTERING THE GIVE: ASK RATIO

5.3.4. IF YOU NEED TO ASK

5.3.4.1. INTEGRATED OFFERS

5.3.4.2. INTERMITTENT OFFERS

5.3.5. HOW TO SCALE IT

5.3.5.1. DEPTH THEN WIDTH

5.3.5.1.1. MAXIMIZE A PLATFORM, THEN MOVE ONTO THE NEXT PLATFORM

5.3.5.2. WIDTH THEN DEPTH

5.3.5.2.1. GET ON EVERY PLATFORM EARLY, THEN MAXIMIZE THEM TOGETHER

5.3.6. THE SIMPLE PROCESS FOR RECORDING

5.3.6.1. FIND TOPICS

5.3.6.2. TWICE EVERY MONTH - RECORD THIRTY OR SO SHORT CLIPS

5.3.6.3. ON THE SAME DAY - RECORD 2-4 LONGER VIDEOS, UNPACKING TWEETS

5.3.7. ONLY ONE CALL TO ACTION AT A TIME

5.3.8. WHY FREE CONTENT?

5.3.8.1. IT GETS YOU BETTER RETURNS ON ALL ADVERTISING METHODS

5.3.9. 7 LESSONS FROM MAKING CONTENT

5.3.9.1. 1- SWITCH FROM "HOW TO" TO "HOW I"

5.3.9.1.1. TALK ABOUT WHAT YOU HAVE DONE - NOT WHAT OTHERS SHOULD DO

5.3.9.1.2. WHEN YOU TALK ABOUT EXPERIENCE, NO ONE CAN QUESTION YOU

5.3.9.2. 2- WE NEED TO BE REMINDED MORE THAN WE NEED TO BE TAUGHT

5.3.9.3. 3- PUDDLES, PONDS, LAKES, OCEANS

5.3.9.3.1. NARROW THE FOCUS OF YOUR CONTENT

5.3.9.4. 4- CONTENT CREATES TOOLS FOR SALES PEOPLE

5.3.9.5. 5- FREE CONTENT RETAINS PAYING CUSTOMERS

5.3.9.6. 6- PEOPLE DO NOT HAVE SHORTER ATTENTION SPANS, THEY HAVE HIGHER STANDARDS

5.3.9.7. 7- AVOID PRE-SCHEDULING POSTS

5.3.10. BENCHMARKS - STATISTICS

5.3.10.1. AUDIENCE SICE AND SPEED OF GROWTH MONTHLY

5.3.10.2. 1- TOTAL FOLLOWERS AND REACH - HOW BIG

5.3.10.3. 2- RATE OF GETTING FOLLOWERS AND REACH - HOW FAST

5.3.10.3.1. YOU COMPARE THE GROWTH BETWEEN MONTHS

5.3.11. YOUR FIRST POST

5.3.12. A BIGGER WARM AUDIENCE MEANS MORE PEOPLE FOR WARM REACH OUTS

5.3.13. KEEP DOING WARM REACH OUTS

5.4. FREE GOODWILL

5.5. #3 COLD OUTREACH

5.5.1. STRANGERS PRESENT THREE NEW PROBLEMS

5.5.1.1. 1- YOU DO NOT HAVE A WAY TO CONTACT THEM

5.5.1.2. 2- EVEN IF YOU CAN CONTACT THEM, THEY IGNORE YOU

5.5.1.3. 3- EVEN IF THEY GIVE YOU THEIR ATTENTION, THEY ARE NOT INTERESTED

5.5.2. SOLUTIONS

5.5.2.1. 1- GET A WAY TO CONTACT THEM - BUILD A LIST

5.5.2.1.1. CLEAR AVATAR

5.5.2.1.2. 1- A SOFTWARE TO SCRAPE A LIST OF NAMES

5.5.2.1.3. 2- PAY BROKERS TO ASSEMBLE A LIST OF TARGETED LEADS

5.5.2.1.4. 3- MANUALLY SCRAPE A LIST OF NAMES MYSELF

5.5.2.2. 2- FIGURE OUT WHAT TO SAY - PERSONALIZE, THEN GIVE BIG FAST VALUE

5.5.2.2.1. PERSONALIZE

5.5.2.2.2. BIG FAST VALUE

5.5.2.3. 3- CONTACT THEM UNTIL THEY ARE READY AND ABLE TO LISTEN - VOLUME

5.5.2.3.1. AUTOMATE DELIVERY

5.5.2.3.2. AUTOMATE DISTRIBUTION

5.5.2.3.3. FOLLOW UP MORE TIMES IN MORE WAYS

5.5.2.4. WE REACH OUT TO A LOT OF THEM IN A LOT OF WAYS A LOT OF TIMES

5.5.3. IT IS A NUMBERS GAME

5.5.4. IF SOMEONE ASKS YOU NOT TO CONTACT THEM, DO NOT CONTACT THEM AGAIN

5.5.4.1. IT IS JUST MORE EFFICIENT TO TURN NEUTRALS TO YES THAN NO TO YES

5.5.5. WAIT 3-6 MONTHS, THEN, DO IT AGAIN

5.5.6. BENCHMARKS

5.5.7. 7 BENEFITS OF USING COLD OUTREACH

5.5.7.1. YO DO NOT NEED TO CREATE LOTS OF CONTENT OR ADS

5.5.7.2. YOUR COMPETITION WON´T KNOW WHAT YOU ARE DOING

5.5.7.3. IT IS INCREDIBLE RELIABLE

5.5.7.4. FEWER PLATFORMS CHANGES

5.5.7.5. COMPLIANCE IS LESS PAINFUL

5.5.7.6. NO SPOKESPERSON = SELLABLE BUSINESS

5.5.7.7. HARD TO COPY

5.5.8. TIP: COUNT IN 100S

5.6. #4 RUN PAID ADS PART1: MAKING AN AD

5.6.1. DO NOT OVERCOMPLICATE IT!!

5.6.2. 1- KNOWING WHERE TO ADVERTISE - ***THE PLATFORM* **

5.6.2.1. START WATCHING, LISTENING, OR READING ADS ON THE PLATFORM AS A FIRST STEP TO LEARNING HOW TO MAKE ONE.

5.6.3. 2- GETTING THE RIGHT AUDIENCE TO SEE IT ***SPECIFIC IS GOOD* **

5.6.3.1. A LOOKALIKE AUDIENCE

5.6.3.2. FACTORS OF YOUR CHOOSING

5.6.3.3. THE WINS FROM SMALLER SPECIFIC AUDIENCES NOW GIVE YOU THE MONEY TO ADVERTISE TO LARGER AND BROADER AUDIENCES LATER

5.6.3.4. TO MAKE AN AD PROFITABLE, THE RIGHT PEOPLE HAVE TO SEE IT

5.6.4. 3- MAKING THE BEST AD FOR THEM TO SEE - ***REPELS ANYONE ELSE* **

5.6.4.1. CONSUME THE ADS

5.6.4.2. STEP 1: CALL OUTS - ***GANCHO* **

5.6.4.2.1. THE FIRST 5 SECONDS

5.6.4.2.2. USING WORDS TO GET ATTENTION - ***ADS COPY* **

5.6.4.2.3. NONVERBAL CALLOUTS - ***EL CREATIVO* **

5.6.4.3. STEP 2: VALUE - ***HISTORIA* ** - WHAT-HOW-WHEN FRAMEWORK

5.6.4.3.1. YOU DO NOT NEED TO BECOME A COPYWRITING EXPERT

5.6.4.3.2. ***WHY SHOULD I BE INTERESTED IN YOUR THING?* **

5.6.4.3.3. WHAT-WHO-WHEN FRAMEWORK

5.6.4.3.4. YOU DO NOT NEED TO BECOME A COPYWRITING EXPERT

5.6.4.4. STEP 3: CALL TO ACTION ***OFERTA* **

5.6.4.4.1. MAKE CTAs QUICK AND EASY

5.6.4.5. TIPS

5.6.4.5.1. INFINITE ADS

5.6.5. 4- GETTING PERMISSION TO CONTACT THEM

5.6.5.1. LANDING PAGE

5.6.5.2. BUILD YOU FIRST LANDING PAGE

5.7. #4 RUN PAID ADS PART 2: MONEY STUFF - ***EFICIENCY* **

5.7.1. EFFICIENCY MATTERS MORE THEN CREATIVITY

5.7.2. ANY ADVERTISING REALLY, IS ALL ABOUT THE RETURN ON YOUR INVESTMENT - ***ROI* **

5.7.3. THE 4 QUESTIONS

5.7.3.1. HOW MUCH DO I SPEND? - 3 PHASES OF SCALING ADS

5.7.3.1.1. PHASE 1: TRACK MONEY

5.7.3.1.2. PHASE 2: LOSE MONEY

5.7.3.1.3. PHASE 3: PRINT MONEY

5.7.3.1.4. "I BUDGET 2 TIMES THE CASH I COLLECT FROM A CUSTOMER IN 30 DAYS WHEN TESTING NEW ADS"

5.7.3.1.5. IT COSTS MONEY TO BUILD AN ADVERTISING MACHINE

5.7.3.2. HOW DO I KNOW HOW WELL I AM DOING? - COSTS AND BENCHMARKS

5.7.3.2.1. COMPARING THE LIFETIME GROSS PROFIT OF A CUSTOMER (LTGP) WITH THE COST TO ACQUIRE A CUSTOMER (CAC)

5.7.3.2.2. MEASURE LTGP INSTEAD OF "LIFETIME VALUE" (LTV)

5.7.3.2.3. 2 BIG LEVERS TO IMPROVE LTGP:CAC

5.7.3.3. IF MY ADS ARE NOT PROFITABLE, HOW DO I FIX IT? - CLIENT FINANCED ACQUISITION

5.7.3.3.1. UPSELLING

5.7.3.3.2. ***CLIENT FINANCED ACQUISITION* **

5.7.3.3.3. 30 DAYS

5.7.3.4. WHAT DO I WISH I HAD KNOW BEFORE I RAN MY FIRST PAID AD? - LESSONS

5.7.3.4.1. 1- DO NOT CONFUSE SALES PROBLEMS WITH ADVERTISING PROBLEMS

5.7.3.4.2. 2- YOUR BEST FREE CONTENT CAN MAKE THE BEST PAID ADS

5.7.3.4.3. 3- IF YOU SAY YOU SUCK AT SOMETHING, YOU WILL PROBABLY SUCK AT IT

5.7.4. RUNNING ADS IS EASIER THAN YOU THINK

5.7.5. START WITH AN ACCEPTABLLE AMOUNT OF MONEY YOU ARE WILLING TO LOSE EACH MONTH

5.7.5.1. YOU ARE LEARNING

5.7.6. "I RECOMMEND DOING PAID ADS LAST FOR 2 REASONS":

5.7.6.1. SKILLS FROM THE OTHER 3 METHODS TRANSFER TO THIS ONE

5.7.6.2. PAID ADS COST MONEY

5.8. CORE FOUR ON STEROIDS: MORE BETTER NEW!!

5.8.1. THERE ARE MORE LEADS OUT THERE THAN YOU CAN POSSIBLY IMAGINE

5.8.2. 3 WAYS TO BOOST ANY OF THE CORE 4 TO GET EVEN MORE ENGAGED LEADS ON YOUR OWN: MORE, BETTER, NEW

5.8.2.1. DO MORE OF WHAT YOU ARE CURRENTLY DOING

5.8.2.1.1. THE RULE OF 100

5.8.2.2. DO WHAT YOU ARE CURRENTLY DOING BETTER

5.8.2.2.1. ONE THING TESTING

5.8.2.2.2. FIND THE STEP WHERE THE MOST LEADS DROP OFF

5.8.2.2.3. SPLIT TESTING

5.8.2.2.4. SEE THE PATHWAY FROM FRONT TO BACK

5.8.2.2.5. TIP: WHEN TALKING TO BUSINESS LESS TAN 1M USD, I USUALLY ADVISE THEM TO DO MORE FIRST

5.8.2.3. DO IT SOMEWHERE NEW

5.8.2.3.1. NEW WAYS

5.8.2.3.2. NEW PLACES

5.8.2.3.3. INDERSTANDING MARKET SIZE

5.8.3. EXHAUST MORE - BETTER FIRST - ONCE YOU CAN NOT DO ANYMORE, ANY BETTER, TRY NEW

5.8.4. IF YOU HAVE MORE TIME THAN MONEY - WARM OUTREACH AND POSTING FREE CONTENT -- IF YOU HAVE MORE MONEY THAN TIME - COLD OUTREACH OR RUNNING ADDS

5.8.5. REMEMBER: YOU ONLY NEED TO DO ONE TO GET ENGAGED LEADS. SO, JUST PICK ONE, THEN MAX IT OUT WITH MORE BETTER NEW