This document outlines 5 principles for high-converting marketing: having a desperate problem, a unique promise, overwhelming proof, an irresistible offer, and immediate action. It discusses each principle in detail and provides examples. The principles are meant to supercharge the selling power of various marketing channels by clearly identifying the problem being solved, standing out from competitors, proving credibility, making the offer difficult to refuse, and motivating immediate purchase. Additional tips include using these principles to analyze top performers in one's industry and gain proven marketing insights. The 5 principles are one of eight systems the author uses to help businesses grow conversions and sales.
10. Why People Visit But Don’t Buy
They want to think about it til later
They don’t have the problem you
solve or it isn’t urgent
You stand out from everyone else
They don’t believe you
Your offer isn’t worth the price
to them
Problem
Promise
Proof
Irresistible
Action
Desperate
Unique
Immediate
Overwhelming
Offer
11. The 5 Principles
• Desperate Problem
• Unique Promise
• Overwhelming Proof
• Irresistible Offer
• Immediate Action
12. The 5 Principles
• Desperate Problem: Do you call out a desperate problem customers
are willing to pay to have solved…or do you call out the specific
audience you’re targeting?
• Unique Promise: Do you give a good reason why a customer should
choose your solution over every other available option?
• Overwhelming Proof: How do you prove you can deliver on your
promise? Are you credible and believable?
• Irresistible Offer: How do you make it more painful to walk away than
to buy now? Is the value demonstrated? Is there a guarantee? Do you
tell the customer what to do now?
• Reason to Act Now: Is there any incentive to take action now? Will a
customer lose out on anything if they delay? Or do you remind them of
the pain of doing nothing?
16. A Dentist
• I’ve got a toothache
• I’ve got an incredibly painful toothache. Its a
stabbing pain & it throbs with every heart
beat it. I can’t work, I can’t sleep, I can’t eat,
It’s driving me crazy and I really need this
sorted out now.
19. An Airline
• Etihad Airlines
– I need to buy 150 aeroplanes and I need to get the
best deal possible.
• I’ve got the board of directors, investors and
shareholders breathing down my neck I need
to get this decision right or it will ruin my
career.
20. #1 Desperate Problem
• Does your product/service solve a truly DESPERATE problem (like the
desire to get away from a hungry bear)?
• Can you reposition the product/service to solve a problem people feel
is desperate, urgent, or vital to their life right now?
• Prevention is a HARD SALE, but people will line up around the block to
eliminate PAIN they currently experience!
• How can you specifically target customers who already feel the pain
you can help them solve?
21. On the First Screen of Your
Website… Above the Fold
• Is it obvious what problem you solve?
• Does your “perfect customer” raise their
hand and say – this sounds exactly like me?
23. • The headline must stop
someone dead in their tracks
with a UNIQUE Promise with
built in curiosity – “HOW will
they do THAT?”
• The worst statement a visitor
could make about your ad…
“I’ve heard that before.”
Gone In 5 Seconds…
24. Unique Promise
• A Guaranteed Solution to Their Problem
• How Will it Make Their Lives Better?
• How will you Help them Make the Right Choice?
• How soon will They See Results?
25. Buying an SUV
• Price of Entry Benefits
– 4 wheel drive
– It needs to be Big
– Fits 3 Kids and 2 Dogs
– It Needs to be Value for Money
27. Do They Meet our Requirements?
• Price of Entry Benefits
– 4 wheel drive
– It needs to be Big
– Fits 3 Kids and 2 Dogs
– It Needs to be Value for Money
• Point of Difference Benefits - Mitsubishi
– Worlds First Hybrid SUV
– No Road Tax
– 148mpg
34. #2 – Unique Promise
• Do you make a unique promise that none of your
competitors currently match?
• Is your promise a benefit which speaks directly to
the prospect’s desperate problem?
• Is it a unique point of difference benefit?
• Is it above the fold?
• How is this unique promise a show stopper for the
desperate problem? So Customers wouldn’t
consider going anywhere else.
35. EXAMPLE: Create an
Astonishing Guarantee
• What kind of guarantee could you create
that would make your competitors ‘sick’ to
even try and emulate?
37. On Time. If there’s any delay, it’s you
we pay.® If we’re not on time, we pay
you $5.00 per each minute we're late.
39. Unique Promise Idea Starters
• Lowest Prices
• Largest Selection
• Healthier (organic, greener, better for
environment)
• Most Energy Efficient (highest mpg)
• Affinity Groups (Example:
Endorsement + Unique Promise)
• Customer Service (must be backed by
stories)
• Payment Options
• By Referral Only
• Club Membership
• Easiest to Use
• Fastest Service or Delivery
• Most Convenient Locations
• Upscale Appeal
• Longest Lasting or
Most Durable
• Compact Product
• Locally processed
• Extensive Hours
• Specialisation in Niche
• Personal Attention &
Customisation
• Outrageous Guarantee or
Warranty
40. “Uniqueness Hiding Disease”
Is Rampant Online Today!
•
Uniqueness Hiding Disease Makes It Impossible
for Clients to Know What’s Different and Better
About Your Offer
42. “Proof Hiding Disease”: The inexplicable
need of site owners to bury their best
proof deep in the site in sheepish
statements hardly anyone reads.
48. Prove Your Case
• What testimonials and case studies do you have to back-up all
your promises?
• Do you have major scientific studies backing your promises?
• Do you have more features (and therefore benefits) than the
competition?
• What other forms of authority can you demonstrate: books,
publicity, stage presentations, celebrity endorsements, etc.?
• Position yourself as a Trusted Adviser by publishing content,
email, videos, and newsletters for your target audience.
49. 30 Ways to Provide Proof - #CROProof
• Testimonials
• Case Studies
• Product Reviews
• Company Reviews
• Achievements
• Expertise
• Publicity
• Demonstrations
• Scientific Studies
• Reason Why
• Human Face/Story
• Specifics
• Explain How
• Word Pictures
• Handle Disbelief
• Guarantee
• Admit a Fault
• Specialize
• Connect With Locations
• Personal Tidbits
• Challenge Them to Put You to Test
• Contact Info
• Certified Shopping Logos
• Terms of Use & Privacy Policies
• Celebrity Endorsements
• Professional Design
• Valuable Content
• Social Media Proof
• Competitions
• Comparison
• Tell the Truth
• Logical Progression
51. #4 – Irresistible Offer
• Will it be more painful to ignore your offer
than to exchange their money for it?
• Is it totally RISK FREE to them…and an
amazing value at the price?
52. What is the Strategy
Behind Your Offer?
• Is this offer a ‘loss-leader’ to bring a volume of people through
the door who you can profit from later?
• Do you need to make a profit on this offer?
• Are you trying to get people up to the cash register for impulse
up-sells and cross-sells?
• Are you trying to generate a list of buyers you can capitalise on
over the next X years?
61. 4 Steps to a Winning Offer
• Describe Your Offer: What do you want customers to buy in this
offer? Are there any options (silver/gold/platinum)?
• What Bonuses/Gifts/Extras Could Your Provide: How do these
build on or define your unique promise?
• Set the Price & Terms: What price fits best for the strategy
behind this offer? Can you give terms such as monthly payments
or 6 months same as cash?
• State Your Guarantee: This is an opportunity to restate your
unique promise & remove risk from your customer’s purchase.
71. Authentic Scarcity
• Discount Limited Time Specials
• Coupon Discounts
• Buying Frenzies: People waiting outside for
Black Friday specials or iPhone launches
• Remind the client what will happen if they do
nothing. The ‘fear of loss’ is stronger than the
desire for gain.
• Example: I have a limited number of clients I
can help at any time. When I get overbooked,
your name is added to my waiting list for my
next available spot.
80. 5 Simple Persuasion Principles Questions
• Who is this for and which problem are you addressing for them? (What desperate
problem does it address?)
• Why should they choose your solution as compared to every other option in the
market? (What's your unique promise?)
• Why should they believe the solution is for real, that you’re a credible person to do
business with, and that it will work for them in particular? (What overwhelming
proof can you provide?)
• How will you make it more painful for them to walk away than to purchase? (What's
your irresistible offer)
• Why must they take action TODAY? (Reason to Act Now)
81. These 5 Principles Can Supercharge
the Selling Power of…
• Websites
• Google AdWords
• Facebook Ads
• Social Media Posts
• Emails
• Brochures
• Direct Mail
• Newspaper Ads
• Yellow Page Ads
• Radio Ads
• Phone Scripts
• Flyers
82. If People Aren’t Buying
From You…
• You haven’t clearly called out the audience you’re speaking to and
communicated a desperate problem they’re willing to spend their money on…
• Your promise doesn’t stand out as a unique point of difference from every
other solution they’ve been presented…
• They simply don’t believe you…
• You haven’t demonstrated the value of your offer and removed the risk behind
the purchase for them…
• They’ve decided to put it off till later, because there isn’t a good enough reason
to make a decision today…
83. Additional Bonus Tip:
Gain Market Intelligence
Worth £160,000+
• The consultant who first shared this used to charge
Fortune 500 companies £160,000 or more for his
market intelligence.
• Discover what’s working best in your market today.
• Step One is to Find the Market Winners in your
industry.
• Reverse-engineer what’s working for them using the
5 Principles of Persuasion.
84. Use the 5 Principles On Your
Market’s Winners!
Gain PROVEN Insights Based On
What the WINNERS Are Doing!
86. Some of these advertisers may have spent literally
millions of dollars perfecting their funnels.
You have a window into the actual EMPIRICAL
RESULTS in the market.
So study them carefully!
87. This is Just ONE of the Methods I Use to Define, Research, and
Hook the Most Responsive Customer in ANY Market!
• You can use Amazon.com reviews to gather concerns, exact customer
language, and important benefits.
• You can use Twitter to identify customer language, desires, and
objections.
• YouTube reveals the most popular content that your customers are
searching.
• Facebook, LinkedIn, and online discussion boards can all be used to
find out even more about customers, what they’re buying, and why
they’re buying it.
• The Internet allows you to peek behind the curtain. Your customers
& prospects will give you the EXACT words you need to use to make
more sales…and deposit more money in your bank account.
88. Ideal Client
Avatar
Evaluate Against
the 5 Principles
Superior Selling
Strategy
Strategic Income
Blueprint
Superior Branding
Strategy
Strategic Traffic
Plan
Strategic Alliances
& Referrals
F.U.E.L.
Growth Acceleration
System
The 5 Principles are Just 1 of the 8
Ways I Help Businesses Grow
If not,
can you reorganize the sales presentation to focus on a problem people feel is desperate, urgent, or vital to their life?
$76 billion
This promise must be a benefit the customer wants and it needs to be unique from what the competitors offer.
General
Simple Clean Easy
What specific feature/benefit combination can you highlight
Cure rather than prevention
Strong brand implies trust and acts as a promise
What Will They Get
You will Get
Discount
savings
You will learn
It covers
Brands
What you won’t get with
competition
alternatives
traditional solutions
Comprehensive program
Do X and Y will happen
Close the gap/overtake your competitors
You will get access to
Assessment tools
What you won’t get – No hospital stay
How will you educate the customer
How Will it Make Their Lives Better
Allows you to
You will preserve your
You will enjoy
We understand your needs
You will look better (designer) – self image
You will eliminate
improvements to
confidence,
selfesteem,
mood, and
performance"
Make your life easier
Ease of Use
Not your fault
How will you Help them Make the Right Choice
Find exactly the right
Tailored for you
Sport specific
Designer specific
Helps you choose
One of its kind
We will guide you
Dedicated person
Your unique needs
Customized recommendation
Personalized
To fit you
How will you work for your customer?
Specialists in an area – this is all we do
How soon will They See Results?
Specific time period – relief in less than 1 week
Timeframes
When can they get the results - immediately
How long will it last – permanently
Quick way to discover
in just two simple steps
Will be Covered in Offer
Reduce Risk
Guaranteed Results or your money back
Protection from something - 100% safe No flame, lead, or soot
It’s better if you feeling nervous is
better than the client feeling nervous.
This includes testimonials, specialization, studies, background information, case studies, demonstrations, guarantees, specifics, reasons why, understanding their disbelief, admitting a fault
Will it be more painful to ignore your offer and go about their day than to exchange their money for it?
Is it totally risk free to them? Is it an amazing bargain for the value at this price?
What’s Included
Discount or Premium
Payment
Delivery
Returns
Guarantee
Customer Service
Would it motivate a lazy person to jump out of bed in the middle of the night to take action before the deadline is over?
Just let me know before we leave the event today…and we’ll get you on the schedule for your call.