One of the better books I’ve read on marketing.
Top takeaways:
Focus on the top 4% of income driving activity:
Writing sales copy.
Creating offers and promotions.
Creating sales funnels.
Shooting videos.
Doing webinars.
Scheming and plotting.
Add your list of Revenue producing activities.
The Kings Audit: https://resources.selllikecrazy.co/
As the owner, your #1 responsibility is to SELL!
A baker is not in the baking business! They’re in the business of selling baked goods.
A builder is not in the building business! They’re in the business of selling building services.
This doesn’t mean you must make all the calls or wrote the copy, but you MUST BE INVOLVED IN EVERY STEP OF YOUR SALES AND MARKETING PROCESS!
You must have a SOLID STRATEGY to convert traffic into actual leads and into paying clients.
Only 3% of people are looking to buy now, however 37% are wanting info to find more (THIS IS THE BIGGEST UNTAPPED PORTION!)
You must go DEEP into knowing your ideal client.
Use the 80/20 rule twice to find your POWER 4% (which leads to 64% of your revenue.)
Enter the CONVERSATION already in their mind.
HALO STRATEGY: KNOW THEIR PASSIONS, DREAMS, FEARS AND DESIRES!
HOW TO FIND IDEAL CLIENTS:
Go to Google or blogs where clients hang out.
Look at what they’re saying, feeling, doing. What problems do they keep bumping into? Notice their language and what they’re saying about OTHER PRODUCTS.
ANSWERTHEPUBLIC.COM
Where do my dream clients get thier information? Websites, blogs, influencers, etc.
What are their biggest frustrations and FEARS? Know what they’re wishing they had and what they worry about and don’t want to share. Hone in on their pain as this will drive the stories you tell!
What are their dreams and desires? Hone in on this to create the vivid picture of what they could have.
What language do they use? Must speak in a way they relate.
Once know where they hang out, document their phrasing and terminology to spark ideas for copy! Take copy from their posts!
WRITE OUT THIER TYPICAL DAY. WHERE GO AND WHAT DO. Write copy in relation to their daily routine. Once you know their typical day, you can relate better, you can reach them at the ideal time, and surprise them.
Know what makes them happy.
THEN ORGANIZE YOUR FINDINGS IN A BIO FORMAT.
Pg 106: Teaser headline attention grabber. Sub headline showing what it is. Must have a website and landing page (click funnel) before runni g the ad of your high value content offer. DO NOT SELL IN YOUR HVCO!
FIND OUT THE TOP QUESTIONS CLIENTS ASK, ANSWER THOSE AND GIVE MASSIVE VALUE!
EDUCATE, DON’T SELL!
80% of people read the headline than do the body, must be intriguing.
Ex: 22 Money Murdering Mistakes That No Web Designer Would Dare Tell You!
PG 131: Timeless formulas for titles
X ways to achieve (desirable thing) without doing (undesirable thing.)
Curiosity is key theme of craft bullet copy that teases, tantalizes, and tempts at unbearable levels and then inviting them to satisfy the Curiosity for free by opting in.
Ex: ll if headlines:
How to eliminate y “How to stop joint pain forever.”
What you should never “What you should never say on your first date.”
How to x without y “How to get washboard abs without doing a single situp.”
The truth about y “the dirty truth about sih oil revealed.”
Create a DETAIL SHEET of FEATURES and BENEFITS!
Ex: feature is high grade latex (mattress). Benefits are good ventilation, allergy free, pressure relief.
Then write up the most ridiculous and powerful offer. Then strip down to one you cna perform.
Be SPECIFIC, COMPELLING and RISK REVERSAL.
EX: Get America’s best reviewed mattress delivered to your door for free, for 120 night trial.
KEY NOTE: FIND OUT BIGGEST PAIN POINTS (AND WHY) USING HALO STRATEGY IN ORDER TO FOCUS ON CREATING THE OFFER.
GODFATHER OFFER:
RATIONALE: Have a clear and credible explanation such as “special introductory offer”.
Build value. Show the incredible deal their getting and break down how your normal price is worth it so build value showing no brainer.
Pricing. Get them in on a teaser rate so they can taste it and then upsell.
Payment options. Give options where can make payments.
Premiums. But wait… There’s more.
Power Guarantee. Take the risk out of it.
Scarcity. It expires, there’s limited supply, etc.
Know their main OBJECTIONS and how you’ll OVERCOME them!
7 STEPS TO CREATING A POWER GUARANTEE:
Study the competition. Google the word guarantee in your industry. Call and ask them. Take notes.
Laser in on strengths on highlight them.
Be specific on the results you offer. Guarantee in detail what satisfaction looks like and make it measurable.
Choose a payback. Make it good as less than 5% will take you up on it.
Test, measure, and refine. Split test to ensure it’d pulling people in.
Put it front and center as this is the draw!
Give it a name. Ex: Stronger than steel guarantee.

Make sure you attach the value:
Ex: Free no obligation “property Tycoon” investment strategy consultation (valued at $1,000).
During your call you’ll discover…
5 most profitable property hotspots.
7 insider tips on how to navigate property tax and uncover tax advantages.
3 financial traps that affect most owners and how to work around them.
17 STEP SELLING SYSTEM: GOAL IS TO GET ON PHONE FOR FREE CONSULTATION
CALL OUT TO YOUR AUDIENCE.
DEMAND ATTENTION. Use a headline like national enquirer.
BACK UP YOUR BIG PROMISE. Have your straightforward explanation.
CREATE IRRESISTIBLE INTRIGUE by adding subheadline bullet points where call out fears, pain, hope, etc such as “the little known secret to X that Y don’t want you to know.”
SHINE A FLOODLIGHT ON THR PROBLEM. Identify target (who and how they feel) and tell a story about the problem/challenge. Explain vividly how it feels (agitate the pain) and why hasn’t worked before.
PROVIDE SOLUTION. Show how you’re different.
SHOW CREDENTIALS. Show how you’re the expert/authority. Show results! Case studies! Families served. Awards.
DETAIL THE BENEFITS.
SOCIAL PROOF. 3rd party validation.
MAKE THE GODFATHER OFFER. Clear and easy to understand, value based (how solve problem), concise, persuasive, and irresistible.
ADD BONUSES.
STACK VALUE by showing all getting together and monetary value.
REVEAL PRICE. Show how much lower you’re offering today.
INJECT SCARCITY. Countdown, limited spaces, etc.
GIVE POWERFUL GUARANTEE.
CTA. Tell them what to do.
CLOSE WITH A P.S. Remind of Godfather offer and consequences if don’t buy. Then CTA.
KEEP ADDING CHANNELS TO SCALE:
SEO, PPC, FB, YTUBE, RETARGETING, IG, ETC.
The job of an ad is not to sell the product, it’s to sell the click. Must have INTRIGUE, SOCIAL PROOF, URGENCY,
Ex: TOP (BIZ) SECRETS REVEALED. USUALLY ¢x, now free. Ends soon.
It takes typically 20 attempts to get the best headline that crushes it.
For FB the goal is to channeling desire to engage with CONTENT THAT LOOKS LIKE NEWS!

“X EXPERT BREAKS HIS SILENCE.”

PG 242 FOR HOW TO WRITE A CONVERTING FB AD.
MAGIC LANTERN TECHNIQUE:
ADVERTISE PPC ($2 PER CLICK OR LESS) TO GO TO OPT IN PAGE.
THEY OPT IN FOR A HIGH VALUE OFFER WHICH SENDS THEM TO GODFATHER OFFER.
THIS GETS THEM ON A CALL.
MAGIC LANTERN: SEND CONTENT VIDEOS (NO SELLING) AT END SAY if you like this content in you’re committed to getting X Out come then I’ve got a really great offer for you. I put some time aside in my calendar to help you solve this problem and get your desired outcome. You can go ahead and book and sometime here with me.
Map out with where they are (SKEPTICAL) and where you want to take them (TRUSTING) and 4-5 MILESTONES TO HELP THEM GET THERE.
Ex: Send an audit, then a high value educational piece, then a template to use, then another template to use (this builds trust.)
Once they fill out your survey and qualify to get on the phone, FIND OUT THEIR WHY and WHERE DO THEY WANT TO GO?
Ex: What is your biggest motivation for scheduling this call. OK, can you tell me more about that? Why do you believe your experiencing this? Why is that important to you? What isn’t working and why do you think that is?
If we were having this conversation one year from today and you were looking back at the last 12 months, what would have to happen for you to be happy with the results?
THE CLOSE:
I CAN DEFINETLY HELP WITH THAT. WOULD YOU LIKE ME TO SHOW YOU A LITTLE HOW WE COULD DO THAT AND WHAT WOULD BE INVOLVED?
How did you enjoy that? Does that sound like the type of help you’re looking for? Would you like to know more of the specifics?
It looks like you’d be a great fit for our service do you want to hear about how that works?
Based on what you’ve told me it sounds like this would be a great fit to help you get (result they want).
Then go off a list of what they’ll be getting.
CLOSING Q: Based on what we’ve discussed, why do you feel you’d be a good candidate for this program?
START BUILDING AN EMAIL LIST FROM DAY 1!
Email is how you communicate with your community, reach new clients, and launch products.
GET ON YOUR COMPETITORS LIST TO SEE WHAT THEY’RE SENDING.
Every email must have a CTA! What do you want them to do? Must be entertaining and engaging.
Although most of the concepts are recycled, Suby is an incredibly original character in his own right.
The methodologies explored and explained in this book are game-changing for new digital marketers.
Although Suby doesn’t give away his secret sauce, so to speak, these methods are in and of themselves extremely powerful.
This is a book is an experience that should be revisited time and time again.
Excelente pero…
Sabri sabe perfectamente lo que hace y lo que funciona, por desgracia creo que su técnica no se puede aplicar a todo el mundo y sólo es una receta que funciona en el primer mundo. He desarrollado todo lo que en su libro dice y el resultado no es el mismo. Eso no significa que no es un gran libro, todo lo contrario. Este libro te abre los ojos a empezar y pensar de manera diferente. Una muy buena lectura, excelente para emprender, pero si eres de Latinoamérica entonces tienes que traer la información a tu país y no copiar exactamente lo que dice el autor.
Por otro lado también te recomiendo dotcom secrets en dónde se habla de técnicas muy parecidas. El libro es gratuito en internet
This book is 395 pages long but about a quarter of it is filled with examples of Ads. There’s also a lot of repetitive info so the whole book really can be condensed into 200 pages or so. For example, in every chapter, the author will keep repeating similar points to get his points across.
There’s also a lot of similar topics overlapping one another. For example, finding a buyer or creating an ad on Google, sending email ads all used similar points (understand your buyers, their wants etc). However, I do believe Sabri Suby is a master salesman (though not necessarily a great writer) and if put in Chess Terms, he’s not just a Master or IM. He’s a GM with high ELO ratings.
Rock solid. Would buy again.
Realised I am an idiot and glad! I’m stepping back from creating videos to rethink my approach. Three more words required by Amazon.
Sometimes overboard, but has great insights
The writer urges to take notice of yellow paper headlines, which are annoying to everyone (even if many people find guilty pleasure in engaging with them). Depending on the business and it’s customer segments, I believe this should be toned down somewhat.
However, there is much thought-provoking, like how to engage with potential customers of different levels of interest and how to pre-select customers so that you don’t have to sell on phone any more – they already want to buy! I found myself agreeing with much of the contents (not because I knew it before, but because it made sense), but I still see that this isn’t universally applicable. The strategy as described would most probably work better for services than products, for example. Still, somewhat modified, it will help me also in my product-based business. In fact I can’t wait to get it set up!
This is a book all digital marketers must buy. It contains actionable plans
couldn’t put it down
As I read SELL LIKE CRAZY, I had another perception of marketing. I also realize how wrong I was marketing my own business. I intend to read the multiple times the books to take more notes from it.
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