77: CASE STUDY: Creating An MLM Offer...

Secret MLM Hacks Radio

This is how to turn ANY product into an offer so you can out-value and serve more than your whole upline or downline…

Today, I'm going to teach you guys how to create an offer out of your MLM product.

This is one of the biggest mishaps any MLMer makes. To take the product that your MLM gives you and walk around with that ONE thing and try and sell it.

That is a product, not an offer.

THE REALIZATION ABOUT MY MLM PRODUCT

I want to walk you through a case study within Secret MLM Hacks program.

There's a lady (she’s awesome) in Secret MLM Hacks program. She said to me, "But Stephen, I sell mascara. How on earth do I create an offer and be unique among all the people who are selling mascara in my MLM? How do I be more unique than all those people?"

The answer is about the offer.

If you've just been walking around with your MLM product, you're not unique at all.

The first time I realized this, I was doing door-to-door sales. It was really hot out. This was probably six years ago. I was knocking doors. It was really hot out. I decided to hide inside of a McDonald's because it had free AC.

I walked in, it felt good… But I was shocked to see that my boss and other salesmen were also hiding in this McDonald's because it was so hot.

We're talking and chatting for a bit. All of a sudden, this guy walks up. He goes, "Hey, you're selling pest control."

We're like, "Yeah."

He's like, "Come spray my bugs," and he asked for a sale, which is not normal. A lay down sale right there. We all looked around at each other.

We all grew up together, so we knew each other and we were good friends. We all looked around at each other, and we're like, "No, you didn't get a sale today," "No, you haven't had a sale in a day," or whatever, "You take it," "No, you take it," "No, you take it."

Back and forth, back and forth. Suddenly, my boss stands up, and he goes, "You," pointing to somebody. That person got a lucky lay down sale.

That experience has stuck in my head because this is what I realize. It was like, “Oh my gosh.” It didn't matter who the guy chose. He had the same experience no matter who he chose.

It didn't matter who he chose because they had the same fulfillment, they had the same scripts, they had the same product, they had the same stupid jokes in their scripts. We're all wearing the same uniform. Everything was the same. There was no difference based on who he chose.

If you are selling your MLM product as it is, the way it comes from your MLM, are doing the exact same thing. That's the danger. There's no difference between choosing you over the other tens of thousands of people also selling your product. That's a big issue.

LET’S CREATE A UNIQUE OFFER OUT OF YOUR PRODUCT

I want to show you how to create an offer out of your MLM product. I am not telling you to change the product itself. That's why I want to walk through this case study. I want you to see how I create an offer out of somebody's MLM product to make them:

• More unique
• More valuable
• Help them deliver more
• Solve more problems than anybody else in their downline or upline

That's exactly what we did, and that's exactly what's happened. It's really very powerful. It's amazing.

I know I'm claiming some big stuff right here. Get a piece of paper out and take this part seriously. It's very powerful. This is how I out-value everybody else in my upline and downline.

This is how I out-value everybody else when I'm selling the product itself.

I give more solutions than the standard person. It comes down to the way I'm packaging it together. I transform it from a product into an offer. That's the real secret. I want to teach you guys how I'm doing that.

VEHICLE VS ANCHOR

Let’s clear one thing up before we move on. A lot of people ask me, “Is the anchor of an offer and the vehicle the same thing?”

No. An anchor of an offer and the vehicle that's not the same thing.

The anchor is part of the vehicle… But the vehicle is not part of the anchor.

When we say:

• Vehicle
• New opportunity
• Stack slide
• Offer

Those are all the same thing.

Let’s say I’m consuming ClickFunnels. If I'm consuming ClickFunnels, there's a belief that's causing me to consume it. I believe that ClickFunnels is the vehicle that will get me what I want.

It's not that I want ClickFunnels. I want what ClickFunnels gives me, right?

You sell the hole, not the drill. You're selling the taste, not the food.

Too many people get obsessed over their product and they're like, "But this drill is amazing."

No one wants the drill, they want the hole. It's the same thing with your product. "But the mascara's amazing." It's not about the mascara, they want what it does. They want it for the benefit it gives them.

That's what a vehicle is. Products, offers and new opportunities. It’s called a vehicle because it delivers what the customer really wants. They don't necessarily care about your product. They just want the result that it gives them.

The anchor of the product is the part of the products that the customer's most excited about.

OBJECTIONS TO YOUR MLM PRODUCT

Let's keep with the mascara example. When you go to someone and say, "Here's my mascara," there's going to be some reactions to that. Is everybody going to buy right off the bat? No. Of course not. Even if your product is really good, they don't buy because it's not about the product.

It's about what happens when you show them the product.

There's something that happens internally. This is where those false beliefs come in.

• PRODUCT OBJECTION

When you show someone, "Here's the product."...

"Is it any good?" There's this involuntary reaction. We show them the mascara, "Is it good?"

The first objection is about the vehicle itself. The mascara.

"IS IT ANY GOOD?"

That’s the first objection that people normally have when you show them a product or offer. I have to figure out how to address it.

If I can get somebody to believe that there is a possible that vehicle is actually good, "You know what, that actually does look like good mascara."

2. INTERNAL OBJECTION

The next objection they have is INTERNAL. They're going to ask themselves, "Am I good enough?" It goes to a lot of places of insecurities.

"Well, yeah I believe that could work but there's just no way I could pull that off."

They're convinced the vehicle, mascara, is a good thing. But their excuse is, "I just don't think I can pull this off. I'm just not that kind of person."

That's an internal insecurity. An internal objection. An internal false belief.

“I don't know that I'm good enough to wear this mascara."

It might be an insecurity over self worth. It's possible. Very possible. Those are internal objections about their own abilities.

3. EXTERNAL OBJECTION

The next objection is going to be EXTERNAL.

If I can get them to believe, "Oh my gosh this vehicle is possible. Oh my gosh it's possible internally that I actually can pull it off." Their next objection is based on external factors.

People blame their ability to be successful with the vehicle on something else.

It's an excuse. "I can't get this mascara because look at the price." They're blaming away from them.

It's usually:

• Time
• Money
• Resources

“It's going to cost me too much money.”

"I don't have the time to do this right now."

"I don't have the support. My wife/spouse would never support me”

You need to be addressing those objections inside of your offer. That can feel like bad medicine to a customer.

How do you make it feel not like medicine? You tell stories.

That’s why we don't jump straight to building a funnel. That's usually why funnels SUCK. There's a lot of psychology behind it. This is marketing psychology.

THE ANCHOR OF YOUR OFFER

NEXT... I have:

1. The vehicle
2. Internal objection
3. External objection

Those three things go in my stack slide.

Let’s use ClickFunnels as another example. Someone’s saying, "Look at ClickFunnels. This is so cool. I believe the vehicle can get me where I want to go. But I'm not techie."

Russell address that by saying, "Don't worry if you're not the person to do it have your eight year old come do it." Seriously, his twins build funnels.

He also tosses in, "So you understand also how to put these pieces together and how to understand your customer, we're going to put something in something called Inception Secrets."

Did the customer ask for it? They did. Just not explicitly.

"Oh man, I would love to have funnel hacks. But I don't know how to put the copy on the page"

"Don't worry about it. We're going to put something in there called Funnel Scripts."

Those are all things that make up the offer.

The anchor of the offer is the thing that the customer is most excited about in the offer.

In Funnel Hacks, do you think people are most excited about Funnel Hacks? No! They're most excited about ClickFunnels.

When someone buys Funnel Hack they PRE-BUY six months of ClickFunnels. That’s what makes an offer sexy!

HOW TO PACKAGE A SEXY OFFER

If you understand this one piece, ALL of offer creation and all of funnel building gets real easy.

This is the secret sauce and this is the reason this stuff works so well.

This is how we're going to build an offer. This is what I go through every time.

IF I CAN JUST GET YOU TO UNDERSTAND THIS... it makes it so simple and so fast.

You will have success in MLM far faster than any average MLM-er or experienced traditional MLM-ist ever will.

I mean that. I'm not laughing.

THIS is marketing.

We're going to design an offer right here. Follow along for your own product. "But Steven, I sell a suppleme..." "DOESN’T MATTER"

But, "Steven, I sell insuran..." "WHO CARES?! It's the same freaking thing!"

That's what I get so mad about! Is the product different? Yeah...

But that's not how crap sells. It's not about the product. It's about the sales message.

CREATE AN OFFER USING HEALTH, WEALTH AND RELATIONSHIPS

Back to our mascara and makeup example.

If I've got three things here…

• Health
• Wealth
• Relationships

If you sell makeup, you most likely use it. You probably had some AHA as to why you’re using the one you are now.

You can skip the whole ask campaign thing if you walked the path that you're selling back into.

You already know what the false beliefs are. You’ve walked them. You had them.

Are you going to promise health, wealth or relationships through your makeup product? You’re selling mascara, but that's not what they actually want. What do they want?

RELATIONSHIPS, BABY!

It's not about the product. They want a relationship.

Could I promise health through mascara? I actually could. Do you understand how this works?

I could take this and connect it to any one of them. It doesn't matter. What matters is that I choose ONE.

The pitch styles are slightly different based on the one that you do. You can spin the sales message.

Are we talking about product or offer here? NO. We're talking about outcome.

HEALTH, WEALTH and RELATIONSHIPS are the most “NO DUH” places to go spend money in.

You don't see a salesman next to eggs in the grocery store.

This is a “NO DUH” buying place. You're not selling mascara. You're selling relationships.

FINDING YOUR BLUE OCEAN

How many people sell mascara? A LOT.

They're promising relationships through mascara. We’ve got to figure out the blue ocean to go sell to.

Create a new opportunity and sell it directly back to the other mascara buyers. CURRENT BUYERS, you understand?

This is the reason why I recruit so well in my MLM. My personal downline.

I don't target people who are not currently in an MLM. I target people who are in an MLM and hate it.

WHY?

Because I'm selling directly back to MLM. I'm promising wealth through MLM. I'm selling back to the general MLM-ist. People who hate the downline they're in. Hate the company they're in. Can't see a way out.

I'm not convincing people that MLM's the new opportunity.

I'm teaching an MLM-er who's down the path already. Why? It shortens the education gap. It's easier sale and it's a better customer.

This is what happens when you get real clear on who you want.

START TO TURN YOUR PRODUCT INTO AN OFFER

Two things I got to figure out:

1. What are current makeup buyers buying? What are they already trading cash for?
2. The sales message. What message is generically believed in this sub-market?

What's the current offer and the current message that people are consuming?

Now we need to start crafting this. We need to come up with two things:

1. Offer
2. Message

The message needs to throw rocks at the red ocean. The mainstream way of doing it.

Look at my headlines for Secret MLM Hacks. "How do MLMers like us recruit A players and create extra income without annoying family and friends?"

I'm throwing rocks at people who only talk to their friends and family. You want to touch a nerve and make people think, “I see why you're saying that. I've felt the same pain.”

Please don't throw rocks at people. If you’re pitting against a company, don’t throw rocks at the CEO.

OBJECTIONS TO YOUR PRODUCT OR OFFER

We need to think through the biggest objection that people have when you show them your product.

There are three different types of objections:

• Vehicle (V) - about the product
• Internal (I) - about their ability
• External (E) - about their resources

Let’s think of what those objections and false beliefs could be for this makeup and mascara example:

• V - Will it work?

• I - I don’t have the knowledge to use it

• E - The price is too high

OKAY. Now we have the false beliefs, whoa buddy.

Let's design ourselves an offer.

STORIES UPHOLDING FALSE BELIEFS

The next thing we need to figure out is story or experience that created those false beliefs.

Vehicle. Does this even work? “I've tried so many different products. There's just nothing out there that's going to be right for me. I have a draw full of old products that didn't work."

Internal. Knowledge. “You can never recreate makeup that’s done by a professional. I don’t have the skills or knowledge to do what the pros do. I don’t have the experience.

External. Price. The story could be "Well, I heard that there was this one company that was charging $200 for this makeup kit. It was crazy because it was terrible, didn't even work. Therefore everything expensive doesn’t work. I can get the exact same thing from Wal-Mart." or “I have a friend who spends $300 a month on makeup” So that’s what they think it costs.

NEW STORIES = NEW BELIEFS

Now we craft new stories. This is where we use things like the epiphany bridge script from Expert Secrets.

You don't necessarily TELL stories, you ASSEMBLE stories. If you need more drama, assemble more drama. If you need more conflict, craft more conflict. They're malleable.

For vehicle, internal and external, you need to tell new stories. It could be something like:

“I’d tried so many makeup products and none of them worked. I had a draw full of bad products that didn’t do what they said on the can. I was about to give up when I found THIS PRODUCT and it changed my life.”

CREATE PROMISED BASED ON THOSE FALSE BELIEFS

The next thing I’m going to do is create headlines.

Another word for headlines (which I think describes them better) is PROMISES.

• I'm going to make a vehicle based promise.

• I'm going to make an internal based promise.

• An external based promise.

“I'm going to show you how to BIG PROMISE without HUGE PAIN”

I address their big fear and the false belief. I promise to get around it without them having to go through the pain I know they've been experiencing.

• Vehicle - “I’m going to show you how to do your makeup without trying a million and one different products”
• Internal - “I’m going to give you three makeup tips to get the A list look”
• External - “I’m going to show you how to get the $1,000 makeover look for $50”

If you look at SecretMLMHacks.com, look at those bottom three columns. This is exactly what I did.

DESIGNING YOUR OFFER

The next thing we need to do is start creating the products and the stack slide. Your offer.

Based on everything we’ve done so far, let’s come up with some products. These tie directly back to the false beliefs.

Vehicle - Self-consultation guide

Show them how to choose the the right makeup for them that will work.

Internal - Evening looks guide

Give them the knowledge to do their makeup in different ways.

External - Makeup kit

This is where they get a whole load of products for a great price.

THIS is how I create the stack. Without knowing it, we have very deceivingly created the stack before your very eyes. SHAZAM!

You’ve got three bonuses right there. All we need to do is add an anchor and call it something cool.

Stack slides usually have five things in. You’ve got three right there!

I always like to add a Fast Action Bonus at the bottom. A FAB.

You say “By the way, those of you guys that act right now, I'm going to let you into our little community.”

You could get someone else's book that you think is really good and throw that in there for FREE as well. They get it for FREE but you're going to add $20 to the cost off everything else.

DID WE JUST CREATE AN OFFER?

This is freaking awesome!

The MARKET told us to put these things together. Not explicitly. But they told us.

This is a safe place for me to launch in. WHY? Because you're reacting to what the market has asked you to do.

Here's what you do with the price…

You’re probably able to sell the kit at a certain price point because you’re in MLM. Charge the kit price. They just get the rest of the stuff for FREE.

NOW YOU’RE COMPETING ON VALUE, NOT PRICE.

Most of these are freaking info products. You only have to make those ONCE.

You can probably find a lot of these videos on YouTube. YouTube is open source. It's public domain. As long as they’re publicly listed, YOU CAN JUST TAKE THEM.

I make members areas with other people's videos all the time and use them for lead gen. It's legal. You can do that.

You might only be selling ALL OF THIS for the price of your MLM product… But you're delivering more.

You will outsell, outperform and outvalue everyone else in your downline. Your upline, other people in makeup MLM’s.

This is the method that I use and this is how I’m killing it.

Master this, and you can create an offer out of anything.