SMHR 115: Why They Didn't Buy Your Product

Today I wanna talk to you about why they didn’t buy your product…    I'm excited about today's episode. I just got off a webinar and I've done this webinar three-ish times now.    Two of those times have been in the last few days… Come to think of it, it’s probably my fourth time doing it.    But what's interesting about it is… When you do a pitch over and over and over again, you start to notice things that make it more or less effective.    So I’ve been able to see what things make this pitch MORE effective.    And I've been changing things like crazy over the last four tries.    When I did the webinar two days ago, we generated $10,000. I wouldn’t be shocked if this next one does $30 or $40 grand.    KNOWING WHY THEY DIDN’T BUY YOUR PRODUCT   One of the keys to understanding why they didn’t buy your product is knowing how frequently you’re pitching.    Some people like, "Well, my pitch is not amazing" Because they've only done their MLM pitch twice… It doesn't quite work like that.    You need to be doing A LOT of these.    VOLUME MATTERS!    … Especially when it comes to pitching. You get better at it the more you do it.    That’s just ONE lesson I wanted to toss your way today.    But I have an even BIGGER one for you ;)    So let me tell you another story (you know I'm obsessed with old school marketing stories)...    Whether you’re:     Listening   Watching   Reading    To this right now… You may have seen the movie The Greatest Showman.    That was a good movie.    The Greatest Showman is about P.T. Barnum's life. The issue is that the movie is that it’s largely made up.    It's a great movie. I still recommend watching it if you've never seen it.    But Hollywood portrays P.T. Barnum as being this young father trying to provide for a young family by buying a circus.    #TotallyMadeUp   The Circus was his retirement project much later on in life.   What P.T. Barnum was really known for (and what his entire career was based around) was his museum.    Tons of people came to his museum. It was a Museum of random and rare artifacts.    So the name of the game for Barnum was… “How can I get people to physically show up to my museum on a consistent basis?”    One of the strategies that Barnum used to get more people to come to his museum is actually shown in the movie.    THE JENNY LIND CAMPAIGN   In the movie, Greatest Showman, P.T. Barnum meets a lady named Jenny Lind.    Jenny Lind is this AMAZING, famous opera singer from Europe. She has a massive following.    Everyone in Europe is like, "Oh my gosh, I love Jenny Lind. Jenny Lind is incredible."   So P.T. Barnum has an idea, "Let's bring her to America… And maybe she'll help me fill my museum."    And so that's exactly what he does.   He reaches out to Jenny Lind and says, "Hey, would you come over to America and sing your amazing opera songs over in there?"    They don’t show this part in the movie.    P.T. Barnum is walking down the street and he starts talking to people about the fact that he's bringing the famous European opera singer, Jenny Lind, to America.    But no one knows who she is…    He finally gets to a doorman who opens the door for him and he goes, "I'm bringing Jenny Lind to America."    And the doorman goes, "Who's Jenny Lind?"    And Barnum freaks out!   He’s gone into DEBT just to bring Lind to America and he realizes that nobody knows who she is.    P.T. BARNUM’S CAMPAIGN   So what does Barnum do? He has to do is create a STORY… A campaign around Lind so that people know who she is when he brings her to America.   Barnum hires 46 reporters. Those 46 reporters start feeding the media stories about Jenny Lind. Stories are about Jenny Lind's:   Likes   Dislikes   What she loves   Her personal opinions on social matters   … They create an entire character around Jenny Lind in the press and she's not even there yet.    It’s all for the purpose of educating the media on who she is.    Barnum even goes so far as to have Jenny give a farewell speech in Europe so that he can make another story about her in the American press.    Barnum had also created so Jenny Lind swag:    Clothing   Bakery items   … This was a big deal.    By the time Lind showed up… There were 30,000 people waiting for her at the docks.   WHY DOES A CAMPAIGN DIE?     Now… This is where the story gets interesting.    20,000 people follow her to her hotel.    There's so much buzz!    P.T. Barnum keeps selling out all these stages.