One Video Signs 30% Of My Clients

If you could choose one piece of content for every prospect to watch before they saw your offer, jumped on a call, or read the doc, what would you choose? We built a microwave VSL, one piece of content, 18 months ago, and still to this day, 30% of our new clients come from this one video that I shot a year and a half ago because it's an asset that works forever. So, in this video, I'm going to show you why every coaching business needs a microwave VSL, how it heats people up from warm to hot, primed, and ready to buy in a few minutes, and the seven ingredients that go into one so you can cook yours and sign some clients right now. >> Your name is Packet? >> How you doing? Thanks for finding me. Coffees? What have we got? Oh! Nice. So, this video is proudly caffeinated by Sunny and Stacey from Showbox Coffee, my go-to in Manly. If you're ever in town, that's where you go. All right, now we're cooking. So, this vid is number five in a series about the marketing map. It's a behind-the-scenes look at what we actually do day-to-day to generate leads and sign clients in our business, and it's the same map that we use with our clients. We've talked about uh lead generation. Now, we're in the nurture cycle. And today, I want to zoom in to the microwave VSL, the one standalone video for all the marbles. So, let's start with the facts. Cold leads don't buy, but hot prospects do. And right now, your leads are too cold. By the way, I apologize in advance for any images that this might come I'm not very good at drawing thermometers, okay? We've got three kinds of people. We've got cold, skeptical leads. We've got warm, curious prospects. And we've got hot, primed buyers. Marketing selling to cold leads is hard. If we're talking to cold people, we have to chase them to try to get them to give you time, like book a call or whatever. And then when we get to the sales side of things, we're convincing them to try to give you money. So, we're chasing them to get time, convincing them to get money. And when people get chased, they run. When they're convinced, they push back. It's a mug's game. It's hard work. No wonder it's so difficult. So, let's flip that. Instead of chasing and convincing cold people, let's get people hot in the first place because when we do that, it's a very different game. Instead of chasing people to get them to give us time, we're being chased by people who have you know, we're in demand by people who are primed to buy. That's what we want. And then the sales becomes really easy because instead of convincing, we get to choose. These are the people who have all come to me. You look good. You look good. You're not quite ready. And you take the best ones with you. So instead of convincing, we get to choose who you want to work with. Rest of this video, I'm going to show you the quickest way on how to do that. You've got way too many people down here and not nearly enough people up here. So the question is, well, how do we heat them up quickly? Well, you got two options. Option number one is the little marketing move that we like to call the crock pot. And the crock pot's got three steps. Number one, throw everything you can at it. Step two, wait a long time and step three, hope that it comes out okay. I'm not much of a cook, but that's not my preferred method. I don't have time for that and neither do you. Then there's option number two. Take your lukewarm prospects, put them in the microwave and zap them for 20 minutes until they come out hot, primed and ready to go. This is much faster and the easiest way to do it is with one video that's designed to answer that question I asked you at the start. What's the one piece of content you wish that every one of your prospects saw before they saw your offer because selling to cold people is hard, but if we can get the warm ones to watch this video, they can go from warm to hot in just a few minutes and that's what the VSL does. So let's talk about where this video lives. Where it's pulling people from and where it's taking people to. It's not a lead generation tool. It's a accelerated lead nurture tool. It's job is to replace all of the emails and all of the stuff that you're supposed to do for a long, long time and just give people like the zap that gets them from warm to hot quickly. And so it sits just before the sales offer. Okay, just before your conversion tool. In our world, people watch this and then for us, they will read the offer doc and find out how Black Belt works. If you don't sell with a doc, but you sell with a call, from here they'll schedule their call to talk to you or your sales team. Okay? So, it's the last step and its its job is to go It makes sales easy because it's done all of the convincing for you. So, that's where it takes people to after they watch this thing. Where do people come from? Well, in our world they come from watching other videos like this one that you're watching right now. Each week I'll shoot a vid and at the end of those vids usually I'll say, "Hey, if you want to know, you know, whatever the next thing is, watch this video and I'll show you how to do it." If YouTube's not a core part of your process, that's okay. Just think that its job is the step before the last step in your sales process. So, if you book sales calls maybe it lives on a page with a headline and underneath is the place where they can schedule their call with you. The thing I love most about this is it's an evergreen asset. I was chatting with Ryan Deiss a little while ago. He's talking a lot about all of the marketing tasks that we do, you know, like write an email and send it. Build a page and publish it. Record another video. They're all jobs to do. But, what's cool is in if instead of doing tasks, we build an asset and the asset works for you every day. Every asset we build is one less manual job you need to do. That's why it's so epic. So, now that you know where the video fits and where it takes people to let's build one for you. So, we're going to cook a microwave VSL. The first thing we need is what are the ingredients? We can lay them all out on the sturdy kitchen bench here ready to slice and dice and cook with. Once you got the ingredients, then it's a question of assembling them in the right order. Now, let me give you the pieces right now. I am way over sugared and caffeinated right now. There are seven ingredients. The first one is the person. When I talk about the person, I'm not just talking about like a one-sentence description of your avatar. Go deep. Yes, who are they? But, what stage of of growth are they at? Are they just beginning? Are they really advanced? Are they like capped out and burnt out? What's unique about your market's personality? Are they like super creative and want to be free or do they like systems and structure? What's their dream? Their aspiration? Where are they stuck? What's the secret fear that they won't share with anybody else? And knowing all this stuff, if it's relevant, you can tell parts of your story and show them that your story and their story overlap, so they believe you and trust you on the journey. Next, we've got their problem. So, for the problem, what's the hope that they started off with? Oh man, wouldn't it be great if one day I could blah. But, where are they at today? That's the second part, their current daily reality. Then, what are the painful daily moments that you can point out specifically so they're like, "Holy crap, it's like they've been secretly watching me." Cuz once we can pinpoint their situation, then it's easy to unpack the frustrations that are associated with. Step three, the poison. In the poison, it's important to understand that most of your market has already been watching others or hired a coach before. And they've been given some bad advice. So, we want to go, "What's the bad medicine that the rest of the industry is giving them? Then, what's wrong with it? What should they do instead?" Which lets them off the hook. We get to blame shift from, "It's not all your fault. You just got given some bad advice." Which makes them open to receiving a new better way from you. Step four, your philosophy. It's really important. And it gives you an opportunity to out-position the rest of the industry by showing that you're different. There's two tools we're going to use here, your mission and then we tie your mission to their results. I was thinking this morning about Homaro Ziemba in his gym launch days. And his mission was to take the gym industry from its knees to its feet. So, we show them your mission and then let them know that they deserve a way to get the results they're after without having to do the stuff that they've been told they have to do and the stuff they don't want to do. That the results they want are possible for them. Step five is your plan. It's a simple description of how you get all of these results that you've just been promising. We do it with a magic model and it takes people on a on a hero's journey. We start with the dream come true, you know, the result that they've been hoping for. And then we show them the three core obstacles which are holding them back. Then, the three core milestones, the the steps along the journey to get there. For us, that's leads every day, sales every week, and clients who stay for years. They're the the core steps. And then, the missions, the how-to, the levers or the projects that you run with your clients. We unpack that in a simple model called the magic model, and it shows people the plan. When they can see it, they go, "Oh, this person's not just got a plan, but they've done it before. They seem pretty confident about it. I can see that if I did those things, I'd get the outcomes they've been talking about." The plan is mission critical. Step six is the proof. This is just showing that the stuff works for people just like them. And so, when we build out the proof, we start with a a big fat list, and then we sprinkle it liberally across the video in a couple of key places. So, first, you can have a quick stack, like a quick pop pop pop pop pop, quick victories that you can mention right at the start. Then, we want to deliberately uh and intentionally handle the two or three biggest objections, money and time, maybe partner is the third. And then, we want one core proof element for each of the sides of the magic model. That way, they don't just think they're smart, they think it works and it could work for me. And the last piece that your audience will see in this microwave is the price. So, we break down the price as a few key pieces. The first thing is we need to name the next step. If the next step is booking a call with you, tell us what the call's called, and it's not called a sales call with me, okay? What's it called, and then bullet the benefits. Let me know what actually happens. You can't ask a prospect to take a an action that they haven't first imagined themselves taking in their head. And so, our job is to paint the picture of exactly what's going to happen. So, we're going to jump on this call, and it's 15 minutes or it's 30 minutes, whatever it is, and this and this and the other thing happens. If you're getting them to read the doc, let them know what what the doc is and what they're going to get out of it. Next up, you've got to make it safe. Let's pretend it's a call cuz this this is probably a more relevant example. When you jump on this call, you're going to you're going to we're going to do these bullets, and at the end, you're going to leave with a three-step plan that you can go implement. Uh and you'll have two options. You can implement the plan on your own, or if you'd like some help, we can chat about us helping you implement the thing. But either way, you'll walk away with a crystal clear plan that you can use to take your blank to the next level. And the last step is to tell people exactly what to do next. So, down below, you'll see a link to my calendar, find a time that suits you, book that, and I'll send you a confirmation text. I want you to reply to that so that I know that you're not just some random bot or a weirdo from Russia on the internet. By the way, shout out to all my weirdos from Russia. So, those are the seven ingredients of a micro VSL. If you want to see one in action, the link to ours, it's called the Million Dollar Plan, is in the description below. And the next video on this series is on long-form video so you can get people binging your content like I'm doing here with you right now. Uh that video is up there. Enjoy.