Latest / Inspiring Stories / Build Trust with Your First Time Offer Craig Andrews

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Build Trust with Your First Time Offer Craig Andrews · Inspiring Stories

0:05
Thank you for listening to Depictures Media Radio. You reverything. Oh okay,
0:41
everybody up. Our next guest Craig Andrews. He is a COVID survivor.
0:48
Now he's gonna tell this is this really fantastic story and everything about it,
0:54
but long as short of it is is the doctors told his wife while he
0:58
was in a coma that Missus Andrews, Craig is not going to survive.
1:07
We're at some point we're going to have to bring hospice in and we're gonna
1:11
have to pull the plug because Craig is not going to survive because that's the
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direction that his COVID took. Okay, so obviously Craig survived, and so
1:25
we don't want to dwell on the COVID story quite as much, but it
1:29
became a valuable tool for him, and that tool is exactly this. He
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learned how to build trust in his clients, and he does it really cool
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because he's a marketing expert and he does it with these one time offers,
1:52
these special offers that build value and build relationships. So you're going to hear
2:00
us talking about this in his interview about how he does that for his clients.
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He actually helps him come up with these offers that will build trust and
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build that love that their clients need in them so that they can actually have
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long term clients, lasting clients that feed their businesses for years to come.
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And they just building service and trust in our world. So why don't we
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listen to how Craig builds these one time offers that helps people build their businesses
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in fantastic directions. Well, welcome to the show, Craig, and you
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have a huge story that has led you to how you actually help people overcome
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some of the fears of big ticket selling and how you help them get over
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to fear of actually finding their real value so they can charge the right amount
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of money. Right, absolutely, absolutely, Michael, thanks for having me.
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I've been looking forward to this. Yeah, but yeah, you know,
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I my whole journey we do. This thing's called first time offers,
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and we'll talk about this more as we go along. You know, I
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started on this journey way back in twenty seventeen. It took me about eighteen
3:30
months to get figured sort of starting to work. But when the part of
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the story that you're talking about goes back to August to twenty twenty one where
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I went in the hospital. This was during COVID. It was the Delta
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variant, the Delta wave of COVID, and I went in on August tenth,
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walked up to the desk and said, I'm having trouble breathing, except
3:57
it came across in short spur. It's where I was taking a breath in
4:00
between words, and they immediately pulled me back behind a curtain and put me
4:08
on oxygen started looking at me. And my wife had parked the car,
4:13
and I heard her on the other side of the curtain saying, where's my
4:15
husband? Where's my husband? And they said, ma'am, you need to
4:19
leave. She's like, well, where's my husband? They said, you
4:23
can't see him. This was one of the things that we did during COVID
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was we locked out families, and so she had to go back and sit
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in the car. This is August in Texas, and I don't know if
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you've ever sat in a car in August in Texas, but it's not a
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lot of fun. And she goes back out. But it turns out I
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didn't know this at the time, but I would not see my wife for
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almost another two months. She would see me sooner. But I went and
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see her because eleven days later they shot me full of morphine. They didn't
5:03
tell me that's what they were given me. They said they were gonna give
5:06
me something to help me sleep. But they shot me full of morphine and
5:12
that apparently suppresses respiration, which is not good if you have COVID. And
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a few hours after they did that, they called her in the middle of
5:19
the night and they said, Missus Andrews, we want to put your husband
5:24
in the ventilator. And she said, well, he doesn't want to go
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on the ventilator. I hear him shouting in the background, no ventilator.
5:31
And the doctor laughed at her and said, well, if he doesn't go
5:33
in the ventilator, he'll be dead in twenty four hours. And you can't
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listen to him anyway. He's so high on morphine he doesn't know what he's
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saying. And she said, well, how many people have you had survive
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And the doctor said, nobody has survived. And that was the case with
5:50
Delta Burian. If you went on the ventilator, you died. That was
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the outcome. As a matter of fact, I was the first one that
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left that I see you alive. And we've asked some people that are familiar
6:03
with that medical system and they said, well, I was probably one of
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a few in the entire city of Austin that survived Delta variant on the val
6:15
Lator. But it was lights out for me. It was lights out for
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about six weeks. And when I woke up six weeks later, something fascinating
6:26
had happened. My trust and the doctors had plummeted. It had fallen through
6:32
the floor. But while my trust and the doctors had plummeted, my trust
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and my wife had gone through the roof, all while I was asleep.
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It was really bizarre, and for the first week and a half after I
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woke up, my mind was really scrambled. The doctors would come by and
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they would want to do things, and you know, looking back on it,
6:57
at hindsight, the things they were asking forward immensely reasonable, and with
7:00
a clear head, I would say yes. But at the time all I
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knew it was I didn't trust them, and so I'd say no, and
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they would have to go to my wife and talk to her, and then
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she would come to me and say, hey, the doctors want to do
7:14
this, and I'd ask her is it safe, And she'd say, oh,
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yeah, yeah, it's safe. You should do this, And so
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once I heard from her, I said, okay. Well, about a
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week and a half later, I started realizing there were things about the world
7:30
that I believed that nobody around me believed. You know, I'd been living
7:33
in a dream state for six weeks. That dream state was my reality,
7:39
and it was very vivid. To this day, I still remember those dreams.
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And when I started realizing that those things didn't happen, I was really
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nervous, and I called my wife over to the side of the bed and
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I said, I'm going to tell you some things and I need you to
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let me know if they really happened. And she said, okay. Well.
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One of the first things that happened was one of the first things I
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told her about was I said, have we been in Louisiana. She said,
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no, no, we haven't been there. She said why. I
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said, well, I thought we went to a resort in Louisiana for me
8:16
to convalesce. And I started telling her about what happened at the resort,
8:20
including several times a day somebody would come into the room and spray rowl cow's
8:24
milk at my face and would make me feel better. And it turns out
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that was an analog for something else that was happening in the real world.
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But I told her about how at one point she came in, she put
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her hand on my shoulder and she said, Craig, this is Karen.
8:43
I'm your wife. It's gonna be okay. And when I told her that,
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she sat back and she said, Craig, I said those exact words
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while you were in your coma, And so it's time, you know.
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I got out of the hospital and I started processing all that had happened,
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and I kept thinking about this radical transformation of trust in a very short period
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of time, and I realized, that's what we do for clients with our
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first time offer. And you know, let me back up and explain that
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a little bit. So we work exclusively with people that have high ticket products
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and services, largely services. And as a matter of fact, we were
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working with somebody yesterday that, you know, their current sales process is,
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you know, hi, how do you do nice to meet you? Would
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you like to sign up for a one point two million dollar contract? And
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they've been having problems with sales and they say, hey, Craig, can
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you help us out? And I said, well, I think you need
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a first time offer. I think of it as a little coffee date where
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you deliver you have like three to five deliverables that represent three to five milestones
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that move them three to five steps closer from where they are to where they
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want to be. Said, let's build something like that, and we actually
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constructed that yesterday. Took a full day. It's a lot of work to
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get there. But one of the things that hit me as I was processing
10:09
what happened in the hospital was it's tie time. My Angelo quote. She
10:18
said, people will forget what you said, they will forget what you did,
10:20
but they will never forget how you made them feel. And while I
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was asleep and people thought I couldn't hear them, the doctors were speaking death
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and despair into my life, and at the same time, my wife was
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speaking words of hope, words of life. And in those short six weeks,
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it polarized the trust relationship that I had with the doctors versus my wife,
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and it hit me there, first time offers one of the essential items,
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and we had to make sure we mapped this out yesterday was there has
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to be a part where you're actually solving a problem for them, not telling
11:03
them a problem they have, actually solving a problem for them. And turns
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out that when you come along somebody and help them solve a problem, it
11:13
builds trust like you wouldn't believe. And it's the fastest trust building mechanism I've
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been able to find in business. And we found that when you do that,
11:24
moving on to the bigger, you know, the higher ticket offer becomes
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a lot easier because you're starting from such a higher level of trust than just
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a whole series of conversations. Yeah. Well, the one of the things
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I always say in a lot of my networking groups and everything is that people
11:43
always talk about the no, no like and trust factor, And I tell
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them, I said, no, we don't. It's a no like and
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trust isn't going to get the sale. It isn't going to get somebody on
11:54
board with your services. You need them to love and trust you. Yeah,
12:01
And it sounds like, guess what you're trying to do. That first
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time offer or something is like, see you can trust me, I care
12:09
about you. I'm going to give you these first few steps. Yeah,
12:13
And it's it's not even you saying that you can trust me. It's when
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you do these things, the natural outcome as they trust you. Right,
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Yeah, I mean it's it's amazingly simple in structure. Help somebody, help
12:33
somebody in need. When you help somebody in need, you're their hero.
12:39
Right. It sounds simple enough, But but I don't think everybody gets the
12:45
concept right now. You know, there's a there's a saying. I heard
12:50
somebody said, Craig, you have greedy marketers syndrome. I said, really,
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he said, yeah, you're a marketer, if you're if you're a
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marketer, you have greedy marketer syndrome. And if you're a salesman, you
12:58
have greedy sales uh syndrome. And the point of that is, and I
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see this in businesses, and it's people get so focused on selling that becomes
13:13
their top priority. And they you know, and I'm not I'm not the
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smirching their motives. I think they genuinely want to help people, but it's
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more of the process that they go about it. And you know, we
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draw analogies between dating or stages of courtship. You know, we say there's
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like five stages of courtship. You have an introduction, then you have a
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conversation. Then you have a coffee date, which is our first time offer,
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and then you have dinner, and then you have commitment. And so
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if you think about people going you know, going out and courting, you
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probably certainly you've seen people in your life you look at them, you're like,
13:52
dude, you're screwing it up. You could probably you know, have
13:56
a meaningful relationship with this woman or whoever that you're pursuing, but you're skipping
14:05
some steps. You need to sew it down and you know, do a
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few things. And so we get that when it's human relationships, you know,
14:13
human personal relationships. But for some reason, we lose our manners when
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we move to business. Now we think we're being mannally because you know,
14:22
we pick up the tab and we say please and thank you and and that
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sort of thing, but we're still basically asking somebody. You know, we're
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doing the equivalent of walking into a bar seeing and the complete stranger and saying,
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hey, you're kind of cute, may have your phone number, or
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what the heck, let's just get married. That doesn't work in those snape
14:46
and relationships, why would it work in business? Right? Right? Well,
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and here's what people would say, well, I'm doing that and that's
14:52
working. I was like, yeah, you know what, I knew somebody
14:58
years ago who told me about how he would go into a bar. They
15:03
can go up to every woman in the bar and say hey, do you
15:05
want to go to bed with me? And as you would expect, almost
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every single one would say no, but there would be one that would say
15:13
yes. And he was like, see, you just have to ask enough
15:16
people. And and so that's what people are saying. And you hear this,
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you know it's there's a book out there actually called The Game of Numbers.
15:24
It just talks about front loading your funnel, just pushing up people in
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the funnel, and you know money will come out the other side, but
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it's missing the relational thing. And I would say, the other thing you
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have to think about is if let's take that bar situation. If you go
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in and you find somebody that would say yes to that offer, you kind
15:43
of have to question the character the person that just said yes to you.
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And I would say yeah, And so I would say the same for business.
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If you have somebody that agrees to sign up for a one point two
15:56
million dollar offer with a complete strain, sure the guy, I question their
16:02
judgment. Are they going to be the best customer for you? Well,
16:07
and you probably hear this all the time about they use consultants that they have
16:12
business owners. It's like, oh, I hate going to work. It's
16:17
like I had to deal with this client or that client, and they just
16:21
so we keep going and all about what the complaints are. Right, But
16:27
if they build a relationship with the client instead of just onboarding them, do
16:33
you think that they would have a better time in business. Yeah, and
16:37
also kind of like in dating, they would be more selective in who they
16:41
take on as clients. And so again, you know, we went through
16:47
this workshop yesterday and at one point I said, tell me how it is
16:52
with you. Do you ever do you ever have a client that seems to
16:55
consume way more time and it's not productive time. It's time. I'm where
17:00
you're having to do cya things. You're having your you're digging through one hundred
17:04
emails to find that email where you agreed to something and now they're saying you
17:10
didn't agree to it and all that, and they're like, oh, yeah,
17:12
it's so horrible. And that's the thing that happens when you when you
17:17
bring in you know, if you're in a high touch service business and you
17:19
bring a bad client into your world, they're going to drain your time.
17:25
And it's it's time that you can't build back, you can't get back,
17:27
you can't build it to others. It's time you can't spend growing your own
17:32
business. And I mean I've I've had it. You know, I've had
17:36
clients shoot me an email on Friday night, some angry email on Friday night,
17:42
and you know, and I by Monday, I've wasted five hours obsessing
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about that email. That's five hours that didn't go to helping them, It
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didn't go to helping my business. Nobody benefited from those five hours other than
17:59
some I you know, shot out an angry rant and maybe it felt good
18:03
in the moment. So we so we're more selective in who we bring on,
18:15
which means that that whoever we bring into our business is more willing to
18:18
work with us, kind of a side by side win win win situation.
18:23
Right, yeah, yeah, And so let's go back to the coffee date.
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We keep bringing it back to that. If you think about when you
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go in a coffee date, you're removing risk, you're taking removing the commitment
18:37
risk. You're removing financial risk, even some personal security risk. You know
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often you know you don't know where each other lives, You drive there separately,
18:48
you meet each other. The ladies tell me they'll have a girlfriend that
18:52
will call in in fifteen twenty minutes to see if they need to rescue.
18:56
And so there's all these elements that remove the risk because you're uncertain. But
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you only go on that coffee date because you're hoping for bigger, better things.
19:07
You didn't go on the coffee date because you expect it to fail.
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You go on it because you're like, you know, there's some potential here.
19:14
This could actually go somewhere, And if the coffee date goes works out
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well, then you continue the discussion into bigger, better things. But there's
19:23
a certain number of coffee dates. At the end of the coffee date,
19:26
you look at the other person and say, you know what, you're a
19:29
wonderful person. I don't think we're wonderful together. It's not good to know
19:37
that ahead of time. Then then after you've dumped a whole bunch of time
19:44
into into the relationship. Yeah, yeah, And you know, it's interesting
19:48
when we're designing these and we did this yesterday. We one of the things
19:55
I asked him, I said, please tell me all the traits of a
20:00
non ideal client, a client that you don't want to work with, and
20:03
we listed those out, and when we were designing the offer, we broke
20:07
it. You know, I looked at those traits and it said, Okay,
20:10
these traits you can filter out in the initial sales conversation. But these
20:15
other traits we're going to design the first time offer to selectively filter those people
20:19
out of your system and so that they self select out. And that's the
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really cool thing when we do these well, when you present the you know,
20:33
it's typically a mini project. When you present the mini project, if
20:37
you structure it correctly, there's some people look at that and say I don't
20:41
want that. And if you design it to reject, to repel those that
20:45
are non ideal clients, it works wonderfully. Let me give you an example.
20:49
We're talking really abstract, so let me give an example of two places
20:55
where people have seen these type of offers before. The first one is a
20:59
simple offer. The next one's a complex offer. And we deal in the
21:03
complex offers. So the first offer, years ago, when albums were popular,
21:07
the first time. I don't know if you know, but apparently albums
21:11
are back again and people were collecting them. But when they were popular the
21:15
first time, Columbia House Records ran a special where you could get thirteen albums
21:18
for one penny. And yeah, I'll tell you, at least half the
21:26
people I talked to when I talk about that, they say, oh,
21:32
I was a member. I was a member. I took that deal.
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I'm not kidding. Half the people I talked to have taken that deal.
21:38
And and so it's a great offer. If you're the type of person that
21:42
wants to build a record collection, Columbia House Records will get you thirteen albums
21:48
closer to your goal for one penny. It's hard to say no to.
21:52
But we would call it that a simple offer. If you're doing a high
21:55
ticket practice service and offer structured like, that's not going to work. So
22:00
here's another example. There was a guy named Bob Stupac who bought a dumpy
22:06
old hotel at the end of the Vegas Strip. It was like a motel
22:10
sex, nothing special, but he renamed it Bob Stupac's Vegas World. Presently
22:17
it's called the Strat. It used to be called the stratosphere, and so
22:21
anybody it's been the Vegas probably is familiar with it now. But the offer
22:25
Bob stupac ran he said, give me three hundred and ninety six dollars.
22:30
I will give you three days and two nights and one of my deluxe suites.
22:34
When you arrive, there will be a bottle of champagne waiting for you
22:38
in your room. All of your drinks on property are free, whether you're
22:45
gambling or not. Even if you're sitting in one of our entertainment lounges,
22:49
you pay nothing more for your drinks. Not only that, but for your
22:55
three hundred and ninety six dollars, I will give you six hundred dollars of
22:59
chips to you is in my casino. So right there, you see there
23:06
are four elements. This is where we're moving into a complex offer. We
23:10
believe a good first time offer should have a minimum of three a maximum of
23:14
five deliverables. Less than three fields underwhelming more than five overwhelmed sprain makes it
23:18
hard to make a decision, and so that one have four. But the
23:25
thing that I really love about it is with that offer. If you're the
23:27
type of person that likes to drink and gamble. It's hard to say no,
23:32
this is great three booze and six hundred dollars of free money to spend.
23:38
If you're like me, it's not an appealing offer because I don't like
23:41
to gamble. I'll drink a little bit, but I'm not going to drink
23:45
that much booze and us unless they're serving really, really nice wine. That's
23:51
not going to be a compelling offer for me. So I'm not going to
23:55
take Bob stew Pack up on his offer, which is exactly what he wants.
24:00
Because one of the things that Bob st Pack understood was he understood the
24:06
lifetime value of his customers, and he understood that his money was made in
24:10
the casino, and if he could get people in the casino and drinking,
24:17
he was going to make a lot of money off them. And so he
24:21
doesn't want me staying in one of the rooms in his hotel because he makes
24:23
the most money when all the rooms in his hotel are packed with gamblers that
24:27
like drink. And so that's one of the really neat things about the offers.
24:33
It repels people they are non ideal customers, while attracting those who are
24:37
who are, and so when we're helping clients like we did yesterday, build
24:41
these offers, we're actually looking at the trades that makes some money a non
24:47
ideal customer, and we're designing things into the offer to repel those type of
24:52
people. I totally understand that I've told you earlier. Our podcast interviews have
25:02
always been free. They always will be free. And it gives me to
25:06
know a lot of people and network with a lot of people, because the
25:11
more you network, the more people are listening in everything that the brand itself
25:15
gets bigger on one end, right, But when it comes to our editing
25:22
process, people look at me weird when I tell them that I that we
25:26
have a corporate minimum, and we actually because we're because of the size team
25:33
we are, we're not MGM Studios, so we can't. It's like it's
25:37
counterproductive to go above a certain budget level. Yeah, and they're like,
25:44
well, why do you cut off? Why do you why do you have
25:47
a minimum, and why do you have a maximum. It's like, because
25:49
that's where we actually can serve you. Yeah, yeah, that's what you're
25:56
trying to do for your clients with this offer, is you're trying to eliminate
26:03
some of the things that that are non ideal for their business so they can
26:08
focus on the ideals. Yeah, And one of the things that we try
26:14
to do in that is we try to design things in there that instead of
26:18
looking like a hard limit, you know, hey, we're not going to
26:21
talk to you unless you're doing this minimum, and if you're doing more than
26:25
this maximum, we're not going to. Instead having things there, you know,
26:29
a little more blunt like that, we we put things in there that
26:34
we know will be unsavory to the non ideal clients, so they self select
26:40
out. So from my perspective, I'm a happier person if my non ideal
26:51
clients say, Craig, we don't want to work with you, as opposed
26:55
to me telling them, hey, I'm sorry, I'm just not into you.
27:00
That's a conversation I don't like to have. Yeah. Yeah, And
27:04
so for me it works best. You know, I'd rather go away with
27:10
a positive experience saying, you know, hey, Greig looks like he's doing
27:14
some great things. It's not right for me, but you know, I
27:17
saw these other things that are really good. They may be right for you.
27:18
I'd rather anybody I encounter, I'd rather send them away as a potential
27:25
advocate for my business. And and so that's why we try to design those
27:32
those things in that that will be unsavory and kind of like Bob Stupac.
27:36
Bob Steupac didn't say Greig, don't stay in my hotel. I don't want
27:40
your business, I don't want your kind. He just designed his offer so
27:42
it wasn't appealing to me. Which is kind of funny, is because I
27:45
remember the stratosphere, right, yeah, and like from all I got,
27:51
I guess it was like maybe twenty five years ago, right, Yeah,
27:56
I'd never stayed there. I was in the hotel. I've actually been all
28:00
the way up the tower and all that kind of stuff, right, And
28:03
I know that though the hotel, but never stayed there. I always stayed
28:07
at the Caesar or something at someplace like that. And now it's start to
28:12
get why why certain hotels have certain because I always felt, when I say
28:18
this season, I felt comfortable with all the other people that were around me.
28:22
But when you know the foot long drinks that they sell that they have
28:30
on the of like, I'm not much of a drinker, but yeah it's
28:36
neither am I I'm not I'm not a drinker. Right, It's always like
28:38
I look at like, wow, but you didn't see that many people in
28:44
this Caesar walking through with these foot long drinks. They go past it,
28:49
right, Yeah, yes, because we were the ones who didn't drink a
28:55
lot. We wanted the shows, right, and they have been plastic shows
29:00
there. Yeah, so that's why why it was. We were there for
29:06
the shows, not for the gambling and the drinking. So it makes sense
29:12
how they actually designed their offers for these hotels, right. And that's the
29:18
thing. It's about knowing who your customer is and having the confidence to say,
29:26
you know what, I don't think I think you're great. I don't
29:30
think we're great together. Yeah, well, let me ask you this,
29:33
because you must have a process that helps people learn who their non ideal is
29:44
and who their ideal is and maybe those who are just sitting somewhere in the
29:48
middle that may tip ei their way. But how does that work? How
29:52
do you get people to figure out who that is in their business so they
29:56
can do the marketing to the right people and rule out the people that aren't
30:03
going to be so comfortable. You know, a lot of it is talking
30:07
to them about who they are. I usually go in. When we start
30:12
this process, we ask them to think of three names of people they know
30:18
that are either current clients or they would like to be clients that if you
30:23
could have a hundred more people like this as clients of your business, life
30:29
would be wonderful. And then we start interviewing them to understand the traits of
30:36
those people. And we're looking for the trades, you know, so you
30:38
know, there's a lot of talk out there about persona, you know,
30:41
development and you know the persona might a lot of the personas might read.
30:48
You know, Michael Cloggs is you know, it's a you know, as
30:52
a video producer and editor. He you know, he you know, and
30:56
just gives a lot of generic things and says, you know, you like
31:00
drinking peanut coladas and getting caught in the rain or you know whatever. You
31:07
know, however that song goes and the which you know, if you live
31:11
in BC, you have plot playing opportunities to get caught in the rain.
31:15
But the but the those things are missing, kind of the essential things.
31:23
So when we go in we start interviewing them, we look for the traits
31:29
of the traits that make some mice. The traits are a little bit more
31:33
common attract a number of people. So we were working with somebody recently who
31:38
works with podcasters, people who want to be podcasters as a mechanism to grow
31:45
their business. And we talk to them a little bit, and then we
31:48
actually talked to one of their customers, a very satisfied customer, and it
31:52
was funny. You know, when I'm interviewing their customer, their customer says,
31:57
hey, I'm not like you know, the rest of their customers.
32:01
I can't tell you how many times I've heard that in customer interviews. I'm
32:06
not like the rest of their customers. I'm different. And I am sitting
32:10
there listening. At one point he asked me, He said, Craig,
32:15
are you getting anything useful? Wow? This am I helping you understand their
32:19
customers? They said, Well, this fellow's name was Jerry. I said,
32:22
Jerry, one of the things that stands out to me is that you
32:27
have a heart forgiving and serving. You really have your missional to change the
32:34
world. He said, yeah, And so do you think that's common amongst
32:37
people who do podcasting? He said, oh, yeah, absolutely. Do
32:43
you think if somebody's not missional, do you think they'll be successful? Podcasting.
32:47
He said, no, neither, they'll fail immediately. So right there,
32:52
as we think about designing somebody's offer, and we actually helped them help
32:58
this company, this was actually right. We've been doing a bunch of these
33:00
lately. We were helping them design their their first time offer to bring customers
33:07
into their world. And when I said design something in there that's unappealing to
33:10
their non ideal client, one of the deliverables, one of the three to
33:14
five deliverables was building the giving proposition. I forgot. We came up with
33:22
a different name in the session. But when they're presenting the offer, it's
33:28
saying, hey, look, if you're going to be successful as a podcaster,
33:30
you need to be the type of person that gives an advance, and
33:34
we're going to help you find exactly what you're going to give that will give
33:37
in advance. Now, if you're talking to somebody that's just a taker,
33:40
somebody who doesn't believe in giving an advance, you see how that would be
33:45
a poison pill for them, and they're like, whoooa, sorry, this
33:49
isn't what I was looking for, right, would be totally honestly, I
33:55
agree with him that a successful podcaster is going to be a giver first.
34:01
Yeah, and you know, at the point I had that interview with this
34:07
fella, I mean, I've guessed it on over four dozen podcasts, and
34:15
I missed that element. I mean, I mean, just so you know,
34:19
I have a free gift for your audience. You know that it was
34:21
something that I did just because it just seemed right. But it hadn't quite
34:27
clicked to me that, oh, for my client that helps other people become
34:32
podcasters, the people that will experience the most success are those that have a
34:37
given advanced attitude. And it didn't come clear until I actually sat down and
34:44
talk to one of his customers. Yeah, yeah, I totally see see
34:51
the given advanced thing. Because before we jumped into this, you were talking
34:57
about our main weapon site for depictions at depictions dot media and it's a news
35:05
blog and you're like, it's all about advocacy and because that's who we are
35:09
at the soul of things, and we were talking about documentaries and stuff that
35:19
we have done did are also advocacy. So with that being said, most
35:25
of the people that we work with for our podcast advocating projects are advocates.
35:35
Yeah. Yeah, So, so do you help people in that respect or
35:40
some of these people, do you actually help them, help them find the
35:44
mirror to themselves. Also, yeah, it's you know, we we we
35:49
always work best with people who are like us. So one of the groups
35:53
of companies that we've helped, we usually we're doing B to B, but
35:58
one of the areas where we've done some B two C because again it's high
36:01
ticket. More importantly high trust, very very high trust, is financial advisors.
36:07
You know, you think about the amount of trust you're trying to build.
36:08
You're trying to get somebody to sign their life savings server for you to
36:13
manage. And the very first step that we take with a financial advisors we
36:19
have a self assessment. It's a ten minute self assessment that we have them
36:22
go through and at the end of that we tell them there are nine percent
36:28
as a high net worth investors. Out of there's nine, there are three
36:31
that you'll work amazingly well with. Now there's nine, there are three that
36:37
you will work horribly with you it'll be a horrible relationship. And then there's
36:42
another three they're kind middle of the road, and we recommend that you work
36:46
only with the three that you work best with. And so we help them
36:52
discover that and it's but the assessment is basically asking them how they would one
37:00
be treated if if they were a client of the financial advisor. And so
37:04
it's exactly what you're saying. We tend to love others the way we want
37:08
to be loved, and so if we find people that won't be loved the
37:13
way we naturally give love give love, that's usually going to be the most
37:19
mutually beneficial relationship. Again, that totally makes sense, you know. So
37:30
it sounds like you have a lot of success with it with this process and
37:36
and your clients probably their sales probably skyrocket through the roof because they're doing things
37:45
that follow the one thing that they're passionate about. Where do they think that
37:52
they are in the world, and how they're going to make that change to
37:57
the world. Yeah. Yeah, that And one of the things when we're
38:01
designing the first time offers, we tell them the you know, the biggest
38:07
hurdle and we said this yesterday, we said this Friday when we were doing
38:10
this, we said, the biggest hurdle that you're gonna have to overcome to
38:15
get an effective first time offer is moving out of sales mode and into service
38:21
mode. And once we can and we actually and this is part of the
38:24
reason it takes a full day is we devote about three hours three to four
38:30
hours. It depends upon the group. Some people are faster, some people
38:34
are slower, but we devote three to four hours into moving them into a
38:40
mindset of service. And Friday's was amazing. Once we got them into that
38:45
mindset and we asked them we you know, we had there were a number
38:50
of exercises we did, including you know, a problem statement and say,
38:53
hey, if you had a friend come to you with this problem statement and
38:58
for whatever reason, you knew they would never be a customer, but you
39:02
decide you're going to help them. You're gonna help them solve a problem.
39:06
You're gonna vote five hours of your life to helping them solve this problem.
39:08
How are you going to use those five hours? And Friday was amazing.
39:13
He was like, oh, I can tell you exactly and literally, once
39:15
we got him to that point, it took less than ten minutes to identify
39:20
their first time you know, their first time offer because where he was coming
39:23
at it from was, here's here's why I would do to help a friend,
39:28
even if I wasn't getting paid. Well, guess what also works out
39:32
to be amazingly seductive in the sales process. Wow, who would have thought
39:38
about it at So let me ask you this, because because like every great
39:45
conversation, they it's you start to run out of time, right, let
39:50
me ask you this, and it's a two part question. Who who are
39:57
the people that you did you don't like to work with versus the people that
40:01
you do like to work with. I this is gonna sound funny. It
40:15
I'm shocked by the number of highly educated people that after I get on the
40:20
phone with them, I'm like, Oh, we're not a match at all,
40:23
which is kind of funny because I have a graduate degree. You know,
40:29
I would think, oh, here's my community. I can help them,
40:31
I can understand their world. I come from a you have a couple
40:35
of engineering degrees that you know, bachelor's and masters and electrical engineering, you
40:38
know, and grasp a lot of technical concepts, and you know, I
40:44
think, you know, I should be able to help these people. And
40:47
why I find is highly educated people are often so confident in their own abilities
40:53
they're unteachable. And it's bizarre because the reason my phone right, the only
41:00
reason, there's only one reason my phone rings, and that's because somebody thinks
41:04
I can help them solve a problem they've been thus far unsuccessful solving on their
41:07
own. And so then I have these really really highly educated people, very
41:15
you know, most of them, you know, reasonably accomplished, who call
41:20
me saying, hey, I need help solving this problem. And I give
41:23
them start giving them some answers. They're like, oh, that would never
41:27
work. And so that's that's an example of somebody. So like doctors.
41:32
I'll tell you two grips, doctors and accountants. Doctors because they think they
41:37
know it all. And an accountants. The reason I work with accountants,
41:45
they they struggle with the whole first time offer. So you know, if
41:51
you think about Bob Stewpac's offer, you know, the the you know he's
41:54
he was giving a room that was more than four hundred dollars for those two
41:59
nights. He was selling that at ten percent discount. He was thrown in
42:01
a free bottle of champagne, free drinks, and six hundred dollars of chips.
42:06
You know, at some point there was an accountant that was having a
42:08
heart attack because all the accountantsaw was all that money going out and for these
42:14
first time offers to work. What you have to do is you have to
42:16
take money out of the lifetime value bucket, and you have to have a
42:22
reasonable not perfect understanding, by a reasonable understanding of the lifetime value of a
42:27
customer. Because what we're gonna do is we're gonna take some of that money
42:30
out of that bucket and we're going to move it into customer acquisition to make
42:34
the acquisition faster, easier, and more beneficial for both. And I haven't
42:39
been able to move accountants across that transom. They just they'll say, sorry,
42:47
I'm leaving money on the table or I'm doing too much for free.
42:50
I'm like, you're building a relationship. You're building a relationship. Now.
42:55
I'll give you an example. I have a friend I think very highly of
42:59
them is a very good guy. I love him. I mean that he
43:04
actually took care of my family when I was at the hospital and I couldn't
43:07
you know, when I was unconscious, and so I was trying to help
43:12
him out. He's he had some new service he was talking about rolling out
43:17
and this was in February of this year, and he said, what it
43:24
is, has paid me three hundred dollars a month, and I'll keep your
43:28
books balance, you know, in order, for the whole year, and
43:31
then when it comes to tax season, I'll follow your taxes at no additional
43:36
charges apart that three hundred dollars. Like okay, so that's thirty six hundred
43:39
dollars of income per year from somebody who's in this program. And I asked
43:45
him, I said, if you had five new clients show up today saying
43:50
I want that, can you do my twenty twenty two taxes and so would
43:53
you be able to service them? He's like, oh yeah, absolutely,
43:57
absolutely. Well, in the US US, your business taxes are due,
44:01
your business filing is doing March March fifteenth. I said, here's what you
44:06
do. I said, you put this offer out and you say, I'll
44:10
do your twenty twenty two taxes for three hundred dollars as your first payment for
44:16
enrolling in this program. And guess what, We'll keep your books for the
44:21
rest of the year and we'll do your taxes next year. And he said,
44:24
oh no, I can't do that. It's like why not? And
44:28
he said one leaving money on the table. I say, you're getting new
44:30
customers, they're going to pay thousands of dollars. He's like, no,
44:36
no, no, I can't do that. Four months later, he's celebrated
44:40
getting his first customer into that program, and I look at them like,
44:45
dude, you just lost tens of thousands of dollars because you couldn't get over
44:52
that hump of Hey, I'm gonna do I'm gonna give a little bit in
44:55
advance, you know, just to kick off this relationship, move people to
45:00
action, give them an amazing value that. By the way, we have
45:06
this, we have this thing in our head where we're always trying to balance
45:08
the scales. We get uncomfortable when we feel like get people have given us
45:13
more than we have paid for, and so we have this thing where we
45:16
try to rebalance the scales. And I'm like, that's part of the reason
45:21
these first time I mean, there's we could spend another hour breaking down all
45:24
the reasons these first time offers work, but that's one of them is you're
45:30
unbalanced. You're starting the relationship with the scales unbalanced in your customer's favor,
45:37
and that's a really great way to start a relationship where they feel like they've
45:40
gotten more than they deserved. Yeah. Yeah, I'm like, I get
45:46
to see I'm I'm a science artist, creative kind of person, and I'm
45:54
like, that's a you're describing. The whole thing is like, yeah,
45:59
I be on board with with with doing something like that. You know.
46:02
It's like I'll do your taxes for three hundred dollars and then hey, you're
46:07
on board for for the rest of the year, and then we do your
46:09
taxes again. I got a new customer worth thirty six hundred dollars to me,
46:15
right, Yeah, well, in reality much more. If you look
46:19
at the lifetime value, they're probably gonna be with you at least five years.
46:24
Probably. Yeah. If we just look at they don't want to do
46:29
I don't want to do that much arithmetic. But yeah, yeah, fair
46:31
enough. But but that tells at least sounds reasonable. Yeah, and okay,
46:38
so you spend a little bit on the front end. I mean,
46:42
I do this, so I'll tell you that when you know. One of
46:45
the things, and we haven't broken down the elements, but one of the
46:49
things, the first two elements of the first time offer is it has to
46:52
be an impulse purchase. That means coins in the cushion, the couch,
46:55
money in the wallet, or the B to B equivalent. Another way of
47:00
putting it is, if whoever you're presenting it too has to ask anybody for
47:06
authorization to spend that money, you have it price too high. It needs
47:08
to be an amount of money they can spend and they could completely waste and
47:13
nobody would ever notice. And the next thing is it has to deliver a
47:17
disproportionate amount of value to price. And so we find that for B to
47:22
B, most of the time the proper price for a first time offers four
47:25
hundred and ninety seven dollars. Because almost anybody in any business has decisions.
47:31
You can spend five hundred dollars without anybody ever noticing. Nobody's going to hunt
47:36
them down to find out how it's spent. But in that we're trying to
47:38
pack ten x the value. So in that five hundred dollars, we're trying
47:43
to pack five thousand dollars worth of value. That's part of what makes it.
47:46
You're resistible. When you present it to your to a qualified buyer,
47:52
the only answer they'll give is yes. And I've found that they when people
47:57
say no, you're just like, yep, don't know why, but there
48:00
is sometimes I do know why. But also sometimes I don't know why and
48:06
just not my customer. And I've found out later, you know, certain
48:09
facts that I didn't know at the time. I'm like, oh, yeah,
48:12
they would have been a bad customer or we would have never won that
48:15
business or whatever it was. And and that's the thing. So I have
48:22
that five hundred dollars. I spend one hundred dollars just putting a binders.
48:27
So we compile the final results into a binder, and we put a binder
48:30
in their hand. That's one fifth of the money we collect. We don't
48:34
make money on this, and but it's something where I'm willing to give in
48:39
advance. I'm willing to invest in a relationship, just like that coffee date.
48:45
I'm willing to invest this time because I think there may be something bigger
48:47
here. I'm not going to be focused on making a profit right now.
48:51
I'm going to focus on serving and helping, helping somebody solve a problem in
48:55
their life. And if I can help them solve a small problem, the
49:00
amount of trust I build in that time is enormous. Yeah. Oh well,
49:06
one last thought, because because depending on the ticket value of your item
49:14
in the industry, you are there's a long elongate this sales process. Does
49:19
your method shorten a sales process sertain time from the coffee date to they say
49:27
yes or no? Yeah? Oh absolutely. So the folks we were helping
49:32
yesterday, so helping them, helping folks build their first time offer. That's
49:37
our that's our high one of our high ticket offerings. And the folks we
49:43
were helping yesterday, we went from complete stranger to money in the bank in
49:51
three days or three weeks. In three days? Wow, yeah, pretty,
49:58
that's pretty fast. That Yeah for a high comment. It's in comparison
50:05
to a lot of high ticket items. That's like warped speed man. Yeah.
50:12
Sorry, but it's really simple. We helped them solve a problem.
50:16
Once we helped them solve a problem, they felt really good about taking that
50:21
next step. Yeah. So you know, we're we're just about out of
50:29
time. So do you really explained how? You know? You really in
50:36
a lot of ways, you explained who your ideal customers. And I think
50:38
they're those who in our in our listeners, they aren't your ideal they've already
50:45
backed out. Yeah, I really think that. So what are the best
50:53
ways to get a hold of you and work with you? For those who
50:57
are actually still here with us. They're probably probably going to be your your
51:00
ideal client. Yeah, I'm sure the accountants all hung up a few minutes
51:06
ago. You had to stop stop listening. And that's okay. I mean,
51:10
God bless them. They serve an important role in this life. It's
51:15
just it's back to that whole thing. I think they're great. We're probably
51:17
not great together. But the uh, if your folks want to reach me,
51:24
our website is Allies for Me dot com. That's spelled all I E
51:31
S the number four M E dot com. Actually have a free gift,
51:38
two free gifts for your audience. The one is a guide how to build
51:44
these offers. Okay they sound simple, they're really hard. My first first
51:49
time offer was a complete failure. My second offer failed, my third offer
51:57
failed a little less, and eventually, after eighteen months, I finally got
52:05
something sort of working. And then we've perfected it over the last five years.
52:08
And so I don't want your audience to go through all that painful learning
52:12
that I had to go through. We have a guide on how to build
52:15
these and not only do we have a guide, but we also have a
52:19
course, self paced course where we're going to give them twenty three days access.
52:22
The reason we put a limit on that is we're in the business of
52:25
changing lives and we study human behavior and we know if somebody signs up for
52:30
a free course with no limits, they will never take it, their life
52:34
will never be changed. So with a twenty three day limit, what we
52:38
find is people come in, they consume the content, and that's our goal.
52:42
We want you to We want this to change your life. So if
52:45
your audience wants to get those two gifts, all they have to do is
52:49
go to our website allies from dot com, slash Influencer Club, all lowercase,
52:55
all one word, and that will get them those gifts and love for
53:00
them to consume that they want to reach out directly. We have a page
53:06
on our website says start here. I hope it's not a big surprise at
53:09
this point that our first engagement it's going to be pretty cheap, where we're
53:14
going to try to deliver about five thousand dollars of value for five hundred dollars.
53:20
That's not a broad offer, and we make you know, our lawyers
53:22
made us make that clear on the website. You know it's who we'll offer
53:25
that to folks that we believe we can make a difference in their business.
53:29
Right. I think that's the bottom line point is is making the offer to
53:35
those who is actually going to make a difference for right. Yeah, So
53:39
thanks for joining us today, Craig. It's been been awesome and I'm glad
53:44
that the doctors were wrong. You're a wonderful asset to humanity. Michael.
53:51
Thank you. That's so kind. Yeah. Yeah, one thing I've learned
53:53
the doctors and continue and learn this lesson. The doctors were wrong a lot
53:58
more than that, but thank goodness. Yeah, and how I survived that
54:05
as a whole nother story, you know, learning how to walk again and
54:07
a variety of things. Maybe that's another conversation. But Michael, this has
54:12
been delight Thank you for having me on your show. Yeah, it's been
54:15
wonderful. All right, Thank you everybody for listening. And find that subscribe
54:19
button wherever it maybe on the platform you're listening to us on about ship Stop
54:38
I just seed so ship stop dead is event to be something we can help
55:36
us too. I don't know. So I was refor that way, miss
56:17
me. I returned to be shad me like child. We can't read to
56:43
so ye see you going to the place. So now, this show has
58:00
been produced by Depictions Media. Please contact us at Depictions Media for more information.