83: WHY People Buy From YOU...

People don't buy products, they buy stories, beliefs, proximity, and identity. No one get offended by this episode…   WHAT MAKES PEOPLE BUY FROM YOU?   When I tell people what I’m about to tell you, I get a lot of mixed responses:   Angry people Stage rush Excited people People who give me hugs Some people who flip me off   It's really mixed emotions…   The whole purpose of what I’m about to tell you is to help you understand one point…   PEOPLE DON’T BUY YOUR PRODUCTS.   That's not what they're buying, that's not what makes somebody buy in the first place.   I want to teach you what levers you should be turning, and focusing, and pulling on in your business that makes the cash actually come.   It comes down to the scripts you tell, and how you talk about your product, and how you talk about the opportunity that you've got.   THIS is how you do that. It’s one of the reasons why my stuff does so well, and I know that.   I understand WHY someone buys from me. Because of that, I've zeroed in on the levers I need to turn to make my sales happen.   MLM IS VERY SIMILAR TO AFFILIATE MARKETING   When your selling online, a lot of MLM’s say that “Products may be sold online to your corporate provided website only, not through other e-commerce sites.”   This is very similar to affiliate marketing. Affiliate marketing is very similar in some aspects.   Think about affiliate marketing and think about what it is. I have to convince somebody to buy through my link on somebody else's page. But everybody has their own link to the exact same page. How do I make myself different and better?   That's the exact same question that MLMers will struggle with. I have no control over the cart or the online checkout process. So how do I do that?   We would use a stack slide. The offer creation.   Let's say they're buying this book. Competitive Strategy by Michael Porter.   Oh baby. Is this not the most beautiful, mental goodness you've ever seen in your life? This thing is an encyclopedia. That is weeks of mental ecstasy right there, my friends.   Right now I know some of you guys want to throw up. That's fine. That's why this is my thing. I'm so excited to read this. I don't think I've ever read a book this big in my life. 400 pages, pouah!   HOW SHOULD YOU BE SELLING ONLINE?   Let's say that someone's going to go buy this book. You have an affiliate link and they're like, "Steven, go promote this for me." I have no control over the cart and checkout process. I have no control over the pricing strategy. I'm totally locked on a lot of things.   Yet I'm still expected to go make a lot of money. Let's say the top affiliate gets a cruise. Sound familiar?   What do I do? I take that book and I place it on the first line of my stack slide. Then I think like a marketer would. What are some of the objections somebody is going to have when I say, "Come buy this book"?   You probably already had a few of them going through your head right now. “Competitive Strategy... I have to READ that? Pouah!”   That is fuel my friends. You must understand that is a marketer's DREAM to get that kind of feedback.   Negative feedback is beautiful. I want that all the time because it is the market telling me what to create.   When I think about this book, what could I offer? Maybe I can go to the author and say, "Hey, when they buy this through my link can I offer your audio book too?"   Did I not just solve a lot of the problems you’re having right now? Like, "Steven, are you kidding me? Competitive Strategy? I would rather put glass in my eyeball."   This looks so terrible. Why would you ever put yourself through the pain of reading this thing?   "Oh, and you mean I don't have to read it, I can just listen to it? Oh, okay, good." How many people don't read books anymore? You just listen to audio books, right? It solves that pain for you.   WHY PEOPLE BUY FROM YOU   You need to think about people's objections. The vehicle based objection is that people just don’t like the vehicle - a book. They want the outcome. But they don't want the vehicle. Let me make the vehicle nicer to be in by giving you the audio book.   What if I was to offer a checklist. I could go through the book and make a checklist of each chapter. You could give people the top five bullet points of each chapter. Now when you buy through me, here's what the pitch looks like.   Now I come up and I'm like, "Hey, guys. I'm super excited for you guys to have this. This book changed my life." Then I go into my origin story, my backstory, just briefly.   "I want you to get this book and I'm excited for you to have it. Honestly, a lot of people are selling his book right now. But to me, this has really changed my life in a special way. The issue for a long time was that I didn't know how to see techniques for analyzing industries and competitors. For a long time I didn’t know how to compete…   I just felt like I kept getting taken to the cleaners. I would lose my shirt every single business. I would try all the time. It was terrible. I did not know what to do next. I'm sure everybody knew it also. Everyone could see I have two left feet.   I just felt out of place and I didn't know my place in the ecosystem. I didn't know how to compete in a way that I could also have people sell for me. It was terrible you guys. It was awful.   THE SCRIPT IS WHAT MAKES PEOPLE BUY   I remember one day, I was walking down the street and I looked over and there was this older gentleman. I could tell he was wealthy. He had a nice gold watch on, super nice gold watch. He had one of those fedoras. They look good on some people. It looked good on this guy, you know what I mean?   He was sitting there and he had this super nice suit on. It had gold laced inside of it. It was pinstripe. ...